TỔNG HỢP LÝ THUYẾT BÀI 4 VÀ 5

1. Product is anything that can be offered to a market for consumption that

might satisfy a want or need. Products include both tangible and intangible
objects.
2. Service is an activity, benefit, or satisfaction offered to a market that is
intangible and does not result in the ownership of anything.
3. Xác định Tangible and Intangible: trang 26.
4. Xác định consumer services, business services and public services (trang 26).
5. Xác định mệnh đề quan hệ: who, whom, which, whose, that.
6. There are 5 different stages of the PLC: product development, introduction,
growth, maturity, and decline.
 Stage 1: product development: When the company finds and develops
a new idea.
 Stage 2: introduction: When the sales growth is slow and there is no
profit.
 Stage 3: growth: When there is customer satisfaction and increasing
profit.
 Stage 4: maturity: When sales growth slows down and there is
competition in the market.
 Stage 5: decline: When sales and profits decrease
7. There are 7 main stages of the new product development process: Idea
generation, Screening new ideas, Concept development, Concept testing,
Marketing strategy development, Test marketing, Commercialization.
 Concept development: the marketer’s task is to develop this new
product into alternative product concepts, find out how attractive each concept
is to customers, and choose the best one.
 Screening new ideas: to spot good ideas and drop poor ones as soon as
possible.
  Test marketing: The stage of new-product development in which the
product and its proposed marketing program are put on trial in realistic market
settings.
 Concept testing: calls for experiment with a group of target consumers
to find out if the concepts have strong consumer appeal.
 Idea generation: The systematic search for new-product ideas.
 Commercialization: Introducing a new product into the market
8. Pricing strategies:
 Economy pricing: making the prices of goods/services as cheap as
possible
 Price skimming: setting a high price for an item where you have a
competitive advantage
 Premium pricing: setting a high price for unique high-quality item
 Penetration pricing: pricing goods at a very low price to encourage
people to buy them - often the prices are later raised
 Geographical pricing: pricing according to area where goods are sold
 Captive product pricing: pricing one item very low and its complement
very high
9. Xác định chiến lược (task 2 trang 33)
10. Pricing considerations:
 Price change: The process in which companies consider initiating price
cuts and price increases and take into account the customers and competitors’
reactions.
 Product mix pricing: The process in which companies look for a set of
prices when the product is a part of a product mix.
 Price adjustment tactics: The process in which companies adjust the
pricing strategies using some tactics such as discount and allowance pricing,
segmented pricing, psychological pricing, promotional pricing, geographical
pricing, dynamic pricing and international pricing according to changes in
customer segments and situations.
 New product pricing: The process in which companies initially set high
prices to quickly estimate the maximum revenues from various segments of the
market
 Segmented pricing: setting different prices for the same product based
on different customer segments: geographical location, customer age, purchase
volume.
11. Types of shop:
 large no-frills stores located outside the town center: outlet stores
 stores selling through the Internet: online stores
 independently owned shops licensed to trade under the same name:
franchises
 shops located in the center of town: high – street shops
 shops run by a single company with multiple locations around the
country: chain store
 very large stores that sell groceries, clothes, and many other products:
hypermarkets
 stores selling through a catalogue posted to customers: mail – order
stores
 small, independently owned stores selling essential products:
convenience store
12. Functions of logistics:
 Transportation: Large trucking firms offer everything from satellite
tracking, internet-based shipment management, and logistics planning software
to cross-border shipping operations.
 Warehousing: Snapper, Toro, and other lawn mower manufacturers run
their factories all year long and store up products for the heavy spring and
summer buying seasons.
  Logistics information: Walmart requires an electronic data interchange
which links with its more than 100,000 suppliers through its Retail Link sales
data system.
 Inventory management: Producers and retailers carry only small
inventories of parts or merchandise, often enough for only a few days of
operations. New stocks arrive exactly when needed rather than being stored in
inventory until being used.
12. Chain management:
 Outbound distribution: moving products from the factory to resellers
and ultimately to customers
 Inbound distribution: moving products and materials from suppliers to
the factory
 Reverse distribution: moving broken, unwanted, or excess products
returned by consumers or resellers

Bài tập 1: Chia động từ
1. The marketing director __is_(be) the important person in shaping the
company's brand strategy
2. When discussing our target audience, we __refer__(refer) to them as 'digital
natives'.
3. The marketing team __has to__(have to) deliver the campaign on time to
meet the product launch date.
4. We can improve customer loyalty by __assisting___(assist) them with
personalized support and solutions.
5. Customers often prefer __to___(engage) with brands that offer personalized
content.
6. What ___are__(be) the key metrics we should track to measure the success
of our campaign?
7. Traditional advertising methods may eventually __be replaced__(replace)
by digital marketing techniques.
8. If companies __follow__(follow) the latest trends in marketing, they can
__stay__(stay) ahead of the competition.
9. Last year, the company __increased__(increase) its marketing budget to
expand its digital presence.
10. The marketing team should __consider_(consider) investing more in
influencer partnerships to reach a younger audience.
11. New marketing strategies are __implemented__(implement) every quarter
to adapt to changing market conditions.
12. The company is currently __analyzing__(analyze) the data from our recent
marketing campaign.
13. The company _aims___(aim) to double its market share by launching an
aggressive marketing campaign.
14. A detailed marketing plan was _____(draw) up to guide the product launch.
15. The marketing proposals were ____(submit) to the board for approval last
week.
16. Last year, we used to ____(rely) heavily on traditional advertising, but now
we've shifted to digital marketing.
Bài tập 2 : paraphrase
1. We need to optimize our website for better search engine rankings and user
experience.
Passive: Our website needs to be optimized for better search engine rankings
and user experience
Wordform:
2. At the conference, the marketing team will present the new campaign
strategy to potential clients.
3. Engaging with our target audience through social media is among the most
effective methods.
4. The new software is designed to improve our capability to monitor customer
behavior in real-time.
5. The increase in sales can measure the effectiveness of our marketing
campaigns.
6. To stay competitive, we must adapt to the rapidly changing digital
marketing landscape.
7. Negative online reviews can affect our brand’s reputation.
8. The distributor sells our products to various retail outlets across the country.

Bài tập 3: Viết thư: 100 – 150 từ

1. Thư mời
- Mở bài: bày tỏ lòng biết ơn + gửi lời mời sự kiện.
- Thân bài: Chi tiết về sự kiện.
- Kết bài: Mong chờ thư hồi âm, yêu cầu phản hồi hoặc cung cấp thêm
thông tin liên lạc.
2. Thư giới thiệu chương trình khuyến mãi
- Mở bài: Bày tỏ lòng biết ơn + giới thiệu tên chương trình KM.
- Thân bài: chi tiết về chương trình khuyến mãi.
- Kết bài: Mong chờ đơn đặt hàng + cung cấp thêm thông tin liên lạc.

Lưu ý: Bắt đầu bằng “Dear sir” (hoặc Dear Mr…/Miss… theo đề nếu có) và kết
thúc bằng “Yours faithfully” (Hoặc “Yours sincerely” nếu là Dear + tên).

Đáp án:
Bài 1
1. The marketing director is the important person in shaping the company's
brand strategy
2. When discussing our target audience, we often refer to them as 'digital
natives'.
3. The marketing team has to deliver the campaign on time to meet the
product launch date.
4. We can improve customer loyalty by assisting them with personalized
support and solutions.
5. Customers often prefer to engage with brands that offer personalized
content.
6. What are the key metrics we should track to measure the success of our
campaign?
7. Traditional advertising methods may eventually be replaced by digital
marketing techniques.
8. If companies follow the latest trends in marketing, they can stay ahead of
the competition.
9. Last year, the company increased its marketing budget to expand its
digital presence.
10. The marketing team should consider investing more in influencer
partnerships to reach a younger audience.
11. New marketing strategies are implemented every quarter to adapt to
changing market conditions.
12. The company is currently analyzing the data from our recent marketing
campaign.
13. The company aims to double its market share by launching an aggressive
marketing campaign.
14. A detailed marketing plan was drawn up to guide the product launch.
15. The marketing proposals were submitted to the board for approval last
week.
16. Last year, we used to rely heavily on traditional advertising, but now
we've shifted to digital marketing.

Bài 2:
1. We need to optimize our website for better search engine rankings and
user experience.
Suggested: We should improve our website to achieve better search engine
rankings and enhance user experience.
2. At the conference, the marketing team will present the new campaign
strategy to potential clients.
Suggested: at the conference, the new campaign strategy will be presented to
potential clients by the marketing team.
3. Engaging with our target audience through social media is among the
most effective methods.
Suggested: Social media is one of the most effective channels for engaging with
our target audience.
4. The new software is designed to improve our capability to monitor
customer behavior in real-time.
Suggested: The new software aims to enhance our ability to track customer
behavior in real-time.
5. The increase in sales can measure the effectiveness of our marketing
campaigns.
Suggest: The effectiveness of our marketing campaigns can be measured by the
increase in sales.
6. To stay competitive, we must adapt to the rapidly changing digital
marketing landscape.
Suggested: To stay competitive, we must quickly respond to changes in digital
marketing landscape.
7. Negative online reviews can affect our brand’s reputation.
Suggested: Our brand’s reputation can be impacted by negative customer
reviews online.
8. The distributor sells our products to various retail outlets across the
country.
Suggested: Our distributor offers our products to various retail stores
nationwide.

Dear Madam Jessi Jay

We are excited to announce our new Spring Discount Promotion. Ẹnoy 30%
discount on any pair of shoes you purchase. This offer is valid from December
1st, 2024 until january 31st, 2025.
Don’t miss out on this great oppoturnity to refresh your shoe collection in this
Spring, to purchase some pair of shoes, visit our stores at .... or online shop ...
We looking forward to seeing you soon!
Warm regards,
Thuy huyen
You’r are invited to our Granding opening!
Dear Mr.Jones
We’re delighted to invite you to the Granding Opening of our second restaurant
in chain. This event will be celebrated in the next Sunday, at 7:00 A.m at
Meriden hotel. Join us to enjoy a variety of delicous food, refreshing beverage,
special discounts-all for free.
We appriciate your presence, it would be a pleasure for us to share this
memorable moment with you. We looking forward to seeing you soon!
Best regards,
Thuy huyen
Restaurant manager

Don’t miss out this discount offer!

Dear Mr.Jay
We’re excited to invite you to join a special event at Ana Glasses store. We offer
a special discount up to 50% on every first pair off glasses you purchase. The
discount is valid from June 5th until July 15th 2024.
Visit our store at .... or online shop .... to take advantage of this great oppotu nity
to refresh your eyewear collection and enjoy a dynamic summer. We glad to see
you soon!
Best regards,
Thuy huyen
Store manager

You’re invited to our Grand opening

Dear Mr. Jake
We’re delighted to invite you to the Grand Opening of our second hotel in the
chain. We’re please to serve you a variety of delicous food, refreshing beverage,
special discounts-all for free. Just come with us and enjoy the luxurious
atmosphere at Muong Thanh hotel, next Friday at 7:00 A.M
Please complete this form bellow to inform your attendance. We truly apriciate
your presence and looking forward to celebrating with you.
We looking forward to seeing you soon!
Best regards,
Thuy huyen
Hotel manager
Phone number
Addresss

Exclusive Sale on our TikTok

We’re excited to announce our Flashsale program on TikTok prducts. By joining
this program, we offer the discount up to 10% for each product priced at 80$
allowing you to save 22$ on every purchase.
As a valued long term customer, you’re the first to know about this amazing
deal. We’re pleased to bring the best discountsthrough this Flashsale program.
Don’t miss out this great oppotunity to make an economical purchase. Should
you have any question about this program, please don’t hesitate to contact me at
..... or call.....

We hope you will have the best shopping experience.

Best regards,
Thuy huy

Request for Approval: Tiktok promotion campaign

Dear Mr. Sunoo
I hope this email finds you well. I’m writing to request your approval to initiate
a Voucher and Coupon promotion for the Tiktok product. As outlined in
previous email, the initial aims of this Voucher and Coupon is to actract new
customers as the discount of 10% for each product priced at 80$ which allow to
save 22$.
I belive this promotion will create a strong impact on our revenue while
maintaining stable profits and your approval is crucial to launch this promotion.
Please let me know if you have any feedbacks regarding this promotion.
I look forward to recieving your response as soon as possible.
Best regards,
Thuy huyen