CHAPTER 1: E-MARKETING

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

1.1. KEY TERM DEFINITIONS
Task 1: Match the following terms (A-J) with their corresponding definitions (1-10).

A. customer B. niche C. mystery D. customer E. customer

cost market shoppers satisfaction relationship marketing
F. web G. market H. website I. customer’s J. market intelligence
optimization penetration marketing perception
1. the knowledge about the people or organizations who buy or will buy a product or service of
a company
2. a group of buyers with special needs, which may be profitable to sell to.
3. customer’s opinion of a business or a product and how they feel about a brand including
every direct or indirect experience
4. the process that companies can best design their website by making it fast and easy to
navigate so that the website can become easy to find via search engines
5. one of the 4Cs of marketing which discusses how much the customer has to pay for the
product
6. a type of marketing strategy which a company promotes its business web page in order to
bring in more visitors
7. the feelings when the customers get what they hope for and their expectations are met
8. a business process in which client relationships, customer loyalty and brand value are built
through marketing strategies and activities
9. a marketing strategy for setting a low price to sell a large volume of products and increase
the market share
10. the people sent by companies to shops, who pretend to be real consumers to see how the
company’s products are displayed, how sales people behave, etc.
Sinh viên được yêu cầu thực hiện các bước sau:
a. làm toàn bộ các bài tập trong Chapter 1 của bài Project này (bản thân viết tay đáp án lên bản in đề bài),
b. dịch sang tiếng Việt các bài đọc (passage) trong Chapter 1 (nếu bài đọc có ô trống, sinh viên sẽ dịch sau khi đã điền từ vào chỗ
trống), và bản dịch phải do chính bản thân viết tay,
c. nộp bài trên giấy vào đầu giờ buổi học thứ 2 cho giảng viên tại lớp,
d. đánh số trang và viết đầy đủ tên sinh viên kèm SBD trên từng trang bài nộp.

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 Task 1: Identify types of marketing and advertising activities based on the given definitions
(1-8) and the initial letters.
1. a type of marketing which encourages people to buy a S __ __ __ __ __
product or service in a way that people are not aware of this MARKETING
marketing strategy
2. the process of advertising and selling products on the E __ __ __ __ __ __ __ __ __
Internet, on a company website, or by email
3. a company which only has online stores E __ __ __ __ __ __
4. a form of marketing where companies pay to increase the S __ __ __ __ __
visibility of their websites in search engine result pages ADVERTISING
5. a company which has both online and high-street stores B __ __ __ __ __ AND
C __ __ __ __ __ OPERATOR
6. a computer program which helps consumers find S __ __ __ __ __
information about a company on the internet E __ __ __ __ __
7. an advertising strategy which is used when a customer buys C __ __ __ __
one product, and that customer is recommended to buy P __ __ __ __ __ __ __ __
another product that may go with it
8. the process of gathering information about a market, MARKETING
analysing it, and interpreting it R__ __ __ __ __ __ __
9. a method of advertising which encourages web users to V __ __ __ __ MARKETING
pass on a marketing message to others, so that the message
spreads like a virus to many users
10. printed or electronic information used to help encourage MARKETING
people to buy a product C __ __ __ __ __ __ __ __ __
11. a type of supplier exchange when firms receive order from E__ __ __ __ __ __ __ __ __ __ __
suppliers over the Internet, which is known as business-to-
business e-commerce
12. a form of direct marketing which uses information of D __ __ __ __ __ __ __
customers to generate personalised communication in order to MARKETING
promote a product or service for marketing purpose

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1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING
Task 3: Choose the correct words with suitable verb forms to fill in the blanks.

A. communicate B. promote D. broadcast E. sustain

F. adapt G. integrate H. transmit I. comment

1. Many insurance firms have configured their e-commerce platforms to support online
searching, online claim processing, and online _______, as well as online sales for some
products.
2. The company plans to roll out an online advertising campaign _______ their range of health
foods.
3. The extraordinary expansion of social media has brought about radical shift in the way
companies _______ with their customers.
4. Producing video advertising offers higher response rates, so it will be more successful in
raising and _______ brand awareness.
5. Television advertising is the best way _______ the image of the brand to our target audience.
6. Some marketing theorists believe that the 4Ps model is able _______ to the changing face of
marketing in the digital world.
7. The Board of Directors are aware of the company’s challenge which is to _______ Internet
technologies into the company’s marketing processes.
8. By _______ discount alerts on Twitter, Dell has generated more than $1m in sales.

Task 4: Fill in the blanks with the correct word forms.

1. Web _______ allows companies to present visitors with unique experiences tailored to their
needs and desires. (person)
2. For cost and efficiency reasons, personal selling is giving the way to telemarketing, call
centers, and _______. (market)
3. E-commerce _______ are usually developed by large firms whose size enables them to achieve
greater cost savings and efficiency gains. (apply)
4. ‘Convenience’ also includes key aspects of website design such as _______, layout, and ease of
purchase. (navigate)
5. Texas Instruments was able to cut its customer waiting time, which improved customer _______
of poor service. (perceive)
6. We see our brands as _______ of our new range of products – they represent our company in the
marketplace. (extent)

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7. From a customer’s point of view, brand gives us fast recognition but also an _______ of quality
and performance. (sure)
8. It’s important to develop a deep understanding of consumer _______ for each intended foreign
market. (behave)

Task 5: Choose the correct option for each sentence related to e-marketing and advertising.
1. There are many _______ of online marketing including better brand engagement, more cost
and time effectiveness, real-time results, etc.
A. strategies B. achievements C. advantages D. efficiencies
2. Online retailers try to lure customers away from their _______-and-mortar competitors.
A. traditional B. rock C. physical D. brick
3. As opposed to _______, micro-finance is a distinctly low technology business.
A. e-tailer B. e-ballot C. e-commerce D. e-grocer
4. The Internet service provider has introduced flat-race prices in an attempt to _______
customer defections.
A. boost B. increase C. stop D. delete
5. A lot of people are not happy to receive emails about _______ as they just clutter up the inbox.
A. products B. promotions C. prices D. dotcoms
6. ______ has radically changed marketing because it means you can have a much closer
relationship with the customer.
A. Conventional marketing B. Traditional marketing C. E-marketing D. Word of mouth
7. The company’s plan involves choosing their target customers and designing a persuasive
_______ to get them to buy their products and services.
A. marketing channel B. marketing research C. marketing concept D. marketing mix
8. The marketing concept of _______ answers the question “How are you telling consumers in
your target group about your product?”
A. prices B. products C. places D. promotions
9. The retailer generates _______ by selling their advertising space on their website.
A. services B. revenues C. transactions D. profiles
10. The clicks-and-bricks retailer has a(n) _______ store for consumer shopping and also
conducts Web-based retail operations through the Internet.
A. physical B. outlet C. virtual D. critical
11. The _______ retailer enables Internet users to participate in retailing activities previously
restricted to store – based retailers.
A. physical B. outlet C. virtual D. critical

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12. Retailing through the Internet requires more sophistication than setting up a website and
offering _______ for sale.
A. perception B. navigation C. merchandise D. consumption
13. Such advertisement makes a number of _______ for the products which have little basis in reality.
A. claims B. truths C. facts D. profits
14. A _______ has become an essential part of doing business with consumers on the Internet.
A. cyberstore B. website C. viral marketing D. mall
15. For several years, many _______ companies didn’t make any money from their online activities.
A. viral B. database C. cyber D. dotcom
16. The promotion variable can be further broken down into advertising, sales promotion,
personal selling, publicity, direct marketing and _______.
A. e-marketing B. pricing C. discount D. purchasing
17. _______ programs introduce products or companies to social networking services like
Twitter, Facebook, Google+, Youtube, and blogs.
A. Multi-channel B. Social media marketing C. Computerized D. Penetration
18. Most web advertising companies provide extensive data which give a _______ of all Internet
users who have clicked on their adverts.
A. breakdown B. breakout C. procurement D. penetration
19. Social networking sites provide marketers with an opportunity to _______ a huge market of
specific consumer groups.
A. run into B. get into C. take into D. tap into
20. The two main activities that make up _______ are mailings and telemarketing.
A. direct marketing B. one-to-one marketing C. personal selling D. select group
21. Both public and private exchanges are referred to as e-marketplaces, trading hubs, or _______.
A. trading forexes B. trading forums C. trading platforms D. trading houses
22. On the Internet, companies advertise themselves using _______ which appear on the web
pages and links which link one website to another.
A. pixels B. broadbands C. slogans D. banners
23. Using a(n) _______ will help a company reach new customers and get them onto their website.
A. online channel B. e-procurement C. image advertising D. mass advertising
24. It’s relatively cheap to produce an exciting well-constructed _______ campaign to target a
niche audience of web users.
A. mouth-to-mouth B. viral video C. viral broadband D. viral marketing
25. Social networking sites are often used by companies to communicate with their customers, to
solve problems or to defuse a brewing _______.
A. recovery B. argument C. crisis D. profit

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26. Some companies have used social media such as Twitter to put out public relations _______
before they spread.
A. fires B. extinctions C. distinctions D. floods
27. Staff of a company should be familiar with social media, which enables them to be attuned to
the needs and _______ of their customers.
A. operations B. features C. wants D. requirements
28. Understanding the different motivations and usage _______. for a company’s products is
vital to getting its marketing right in the digital age.
A. passions B. interests C. desires D. habits
29. E-marketing is different from conventional marketing because it uses _______ to create
powerful messages to engage consumers, build brands and drive sales.
A. digital technologies B. social technologies C. broadband pages D. cartoon images
30. Companies can use pop-ups or banners which are _______ used on websites to advertise
products or services.
A. graphic science B. technology images C. graphic images D. photos
31. With over 1 billion websites in existence, it is getting harder for companies to break into the
_______ of the 20,000 most visited sites.
A. select group B. segmented group C. portfolio D. objective
32. On the Internet, advertisers can track consumers by following their trail of activities and _______.
A. schemes B. enhancements C. intermediaries D. purchases
33. In the last ten years, the Internet has helped companies to improve the quality and quantity of
the work they do in carrying out market _______ for their clients.
A. searching B. penetration C. research D. packages
34. Consumers visiting online stores expect to be able to log on easily and complete transactions
at the first _______.
A. meeting B. attempt C. perception D. discussion
35. Today’s more demanding shoppers are looking for higher quality and _______ products from
all e-tailers.
A. good range B. specific quantity C. highest value D. better value
36. The company website will offer their customers _______ that are informative to help them
make informed purchasing decisions.
A. market survey B. quality product C. product reviews D. result pages
37. _______ and pop-up advertisements are more traditional forms of Internet advertising.
A. Banner B. Click C. Pixel D. Optimization
38. From a _______ point of view, the fact that things are branded allows us to recognize the
brands and the choices that we usually make.

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 A. retailer’s B. manufacturer’s C. brand’s D. customer’s
39. Our latest marketing _______ aims to go beyond the basic features and emphasize the real
lifestyle benefits of the product.
A. strike B. campaign C. fight D. struggle
40. One of the biggest assets is the _______ a company has built up through marketing campaigns.
A. customer thought B. customer inspiration C. customer behavior D. customer base

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT

1.3. PASSAGE COMPLETION
PASSAGE 1
Read the passage and choose the correct words to fill in the blanks.
Best Buy, the electronics retailer, has become the first leading US retailer to start sending
special (1)_______ and deals to its customers’ smartphones when they walk into one of its
stores. Best Buy store in San Francisco has deployed a location-based marketing (2)_______
developed by Shopkick.
Customers who (3)_______ the Shopkick application on their phones will automatically
receive “kickbucks” credits just for entering the store that can be traded for benefits including
gift cards, computer gaming credits or music downloads. Best Buy will also use the system to
send participants in its (4)_______ promotional offers that can be customized to reflect their
shopping (5)_______ and interests.
Richard Rommel of Best Buy said that “the convergence of location technology and
rewards to (6)_______.” shopping was at the heart of their business strategy. Price (7)_______
are then automatically deducted from the bill at the store’s checkouts. The Shopkick application
responds to an audio signal transmitted in the store. It is far more accurate than GPS-based
(8)_______ which can be off by a few hundred yards, and which raise potential privacy concerns
because they are automatically activated.
Recent years have seen the emergence of a number of location-based systems with
marketing (9)_______ for social networks. They allow (10)_______ to offer credits or local
promotions to phone users who actively “check in” to locations such as coffee shops Instore
mobile shopping applications are likely to become increasingly important to retailers as they
seek to close deals with shoppers equipped with smartphones that can search and compare prices
at rival stores and online. (Dubicka & O’Keefle, 2011)
1. A. discounts B. offers C. promotions D. sales
2. A. blogging B. commercial C. tool D. system
3. A. activate B. open C. deploy D. apply
4. A. consumer group B. membership fee C. customer service D. loyalty scheme

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5. A. ambitions B. hobbies C. expectations D. likes
6. A. personalize B. characterize C. identify D. idealize
7. A. conductions B. expansions C. reductions D. increases
8. A. changes B. alternatives C. platforms D. options
9. A. applications B. reviews C. tactics D. hardwares
10. A. retailers B. suppliers C. creditors D. marketers

PASSAGE 2
Read the passage and choose the correct words to fill in the blanks.
Customer-centric marketing
Most retailers cling to product-focused and promotion-centric models. However, there is
increased consumer resistance to (1)_______ marketing, such as unsolicited email and
(2)_______ mail. In response, some retailers are beginning to pay more attention to the customer
(3)_______ and have adjusted their marketing practices so that they are delivering fewer, more
relevant messages that reflect the multichannel (4)______. They have with the customer, for
example, retail stores website, and catalogs, or;’ brick, click, and flip”. Switching to a customer-
centric marketing approach helps to increase customer (5)_______ and as a result, customers will
buy more from you over a longer period of time. Research by Bain and Harvard Business School
shows that the longer a customer stays with you, the greater the (6)_______ profit generated
from that customer. These increased profits come from a combination of increased purchases,
cost (7)_______ in marketing, and word-of-mouth (8)_______.
The majority of multichannel retailer do not design their marketing programs around
acquiring new customers that have the best potential to become (9) _______ customers and
rewarding existing high-value use loyal customers with special treatment in order to retain them.
Instead, they wrongly focus on market (10)_______ as the key measure of success.
(Allison & Emmerson, 2013)
1. A. defensive B. intrusive C. protective D. alternative
2. A. sincere B. junk C. direct D. express
3. A. experience B. dissatisfaction C. expectation D. distraction
4. A. friendship B. cooperation C. partnership D. relationship
5. A. hobby B. demand C. loyalty D. service
6. A. annual B. average C. contemporary D. temporary
7. A. living B. saving C. overhead D. offering
8. A. referrals B. approvals C. defections D. disposals
9. A. temporary B. permanent C. long-term D. lengthy
10. A. part B. key C. share D. place

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1.4. READING COMPREHENSION
PASSAGE 1
Read the passage and do the tasks below.
The AXE Effect
When Unilever wanted to launch its AXE deodorant spray for men in the United States, it
combined young men’s natural interest in pretty girls with the attraction of a great house party.
The idea was simple: boys buy AXE, boy meets girl, boy smells nice, girl likes boy.
The product, which was already popular in other parts of the world, was launched in the
Unites States with a powerful promotional plan to make it appeal to American male youth
culture. Using the slogan “the AXE effect”, the company used a number of marketing ploys to
bring the product to the attention of the public. These included an online game, free samples of
deodorant, often given by attractive female models, in retail stores, point-of-sales displays, media
advertising and public relations (PR), all of which hyped the centerpiece of the promotion: a
once-in-a-lifetime party at a Florida mansion.
Unilever began the December before by direct-mailing millions of college students and
young males aged between 11 and 24, who received free samples and information about the
event, which was advertised as the AXE House Party: lots of girls, rock stars and a beach house.
A radio advertising campaign and online publicity called for young men to log on to the Internet
to play a video game on the AXE website. Participants had to apply their dating skills to score
points. If the player reached a certain level, he entered a lottery to win a trip to the party.
AXE focused on the intrigue and discovery of the party Leaflets similar to ones made for
a party by a group of college students were posted in relevant locations such as men’s toilets at
nightclubs. There were also print ads in Rolling Stone and Spin magazines.
“It was all about getting into the mind of the 20-something guy”, says Mary Drapp,
manager for strategic alliances and sponsorships for Unilever. And they succeeded in doing that.
Their website received more than 943,000 hits, 20% more than the goal. Some 100 lucky young
man were flown in to attend the party. Girls were invited to dance and enjoy musical acts from
their favorite singers.
The party was filmed and edited into an hour-long show broadcast on TNN in April. “To
our knowledge, nobody has ever taken a consumer promotion and turned it into a television
show,” says Steve Jarvis, the marketing consultant for AXE.
Following the promotion, results included a 22% increase in general brand awareness
among males aged 11 and 24 and a 3% to 3.7% increase in antiperspirant and deodorant market
share.
(Cambridge Certificate in Advanced English 3, 2009)

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 Choose the correct answer for each case.
1. Who were the target audience in Unilever’s promotional campaign?
A. Young women B. Young men C. Men off all ages D. Men and women
2. How did people get an invitation to the house party?
A. By receiving direct email B. By answering an advertisement
C. By applying through an Internet site D. By participating in a game
3. What was the aim of the publicity for the house party?
A. To show an exotic location B. To improve men’s dating skills
C. To excite people’s curiosity D. To show people they needed AXE.
4. According to May Drapp, what was the aim of the promotional campaign?
A. To increase brand awareness
B. To encourage people to visit the website
C. To encourage a different type of customer to buy the product
D. To show the effectiveness of the product
5. What was unique about the promotion of AXE?
A. The house party B. The television programme
C. The free disc D. The use of the Internet

Do the following statements agree with the information given in Passage 1? Write:
TRUE if the statement agrees with the information
FALSE if the statement contradicts the information
NOT GIVEN if there is no information on this
6. Nichols considers working with management consulting firms from day one to be her role.
7. When it comes to choosing the type of consultation, there should be right or wrong in the absolute
sense.
8. According to Paul Eden, customers may not know the process well when buying from larger firms.
9. Carol Nichols thinks she doesn't need to form partnerships to grow the department and the
company.
10. The option between large and small consultancies is becoming increasingly mutually
incompatible.

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