UNIT 6: PRODUCTS AND STRATEGIES

1. Endorsement (n) /ɪnˈdɔːs.mənt/: a statement made by someone in an

advertisement, especially a well-known person, saying that they use and like a
particular product
Product Endorsement: The practice of using a well-known individual, such as a
celebrity or influencer, to promote and recommend a particular product or service
Ex: He was offered numerous product endorsement offers worth at least $5
million
 Family word: endorse (v) - endorsed (adj)
 Synonyms: Product recommendation, Product Testimonial

2. Placement (n) /ˈpleɪs.mənt/: the act of placing something in a particular position

Product placement: a marketing strategy in which branded products or services
are featured prominently with various forms of media, such as movies, TV shows,
music videos, or video games.
Ex: Product placement plays a really important role in 4Ps Marketing Strategy
 Family word: place (v)

3. Differentiation (n) /ˌdɪf.ər.en.ʃiˈeɪ.ʃən/: the act of showing or finding the

difference between things that are compared.
Product differentiation: a process used by businesses to distinguish a product or
service from other similar ones available in the market.
Ex: Product differentiation became very important in the fiercely competitive
marketplace as makers struggled to win and keep market share.
 Family word: differ (v) - different (adj) - difference (n)

4. Branding (n) /ˈbræn.dɪŋ/: the process of creating and promoting a unique identity
and image for a specific product.
Ex: The successful branding and marketing of the new beer has already boosted
sales.

5. Product bundling (n) /ˈbʌnd.lɪŋ/: A technique in which several products are

grouped together and sold as a single unit for once price
Ex: There's been a bundling of products: TV with telephone, TV and telephone
with broadband.

6. Recall (n,v) /rɪˈkɔːl/: A process in which a company retrieves and removes a

product from the market due to safety concerns,
Ex: The group's global recall of nearly ten million laptop computer batteries
had devastated its third-quarter earnings.
7. Customizable (adj) /ˈkʌstəmaɪzəbl/: able to be made or changed in ways that suit
individual people or tasks
Ex: The app is fully customizable and allows users to create their own word lists.

8. Versatile (adj) /ˈvɜr·sə·t̬ əl/:

+ (of a person) able to do many different things
Ex: Teachers have to be versatile to cope with different ability levels.
+ (of food, a building, etc.) having many different uses
Ex: Eggs are easy to cook and are an extremely versatile food.

9. Linear (adj) UK /ˈlɪn.i.ər/ US /ˈlɪn.i.ɚ/: going from one thing to another in a

single series of stages
Ex: Students do not always progress in a linear fashion.

10. Product life cycle (plc) /ˈprɒdʌkt laɪf ˈsaɪkəl/: The stages in a particular product's
existence: introduction, growth or increasing sales, maturity, and decline or
reduction in sales.
Ex: Because of the generally short product life cycle of toys, the company always
had to come up with new products.

11. Inevitable (a) /ɪˈnev.ɪ.tə.bəl/: Certain to happen and unable to be avoided or

prevented
Ex: The factory closure is seemingly inevitable.
 Synonym: unavoidable, expected …
 Opposite: avoidable

12. Sustain (v) /səˈsteɪn/: To make something continue for some time without
becoming less.
Ex: Economic growth cannot be sustained without a rise in inflation
 Family word: SUSTAINABLE (a) - SUSTAINABILITY(n)

13. Maturity (n) /məˈtʃʊərəti/: The state of being fully grown or developed
Ex: After extensive testing, the software is finally reaching maturity and ready for
a full launch
 Family word: Mature (adj)(v)

14. Durability (n) (UK): /ˌdʒʊə.rəˈbɪl.ə.ti/ (US): /ˌdʊr.əˈbɪl.ə.t̬ i/: + The ability to
withstand wear, pressure, or damage.
Ex: the reliability and durability of plastics
 Family word: Durable (adj)

15. Portability (n) (UK): /ˌpɔː.təˈbɪl.ə.ti/ (US): /ˌpɔːr.t̬ əˈbɪl.ə.t̬ i/: The ability to be
easily carried or moved.
 Ex: the portability of a laptop
 Family word: Portable (adj)

16. Capitalize on (ph.r) /ˈkæp.ɪ.təl.aɪz/: To get an advantage from a situation

Ex: He company has failed to fully capitalize on online advertising and has
missed out on lucrative new businesses.

17. Ultimate (adj) /ˈʌl.tɪ.mət/

+ Last in a series
Ex: The CEO is responsible for making the ultimate decision.
+ Having more importance or more influence over what happens than all others
Ex: The manager has ultimate responsibility for all investment advisory services.

18. Multifunctional (adj) /ˌmʌl.tiˈfʌŋk.ʃən.əl/: Having several different use.

Ex: a multifunctional cooking appliance

19. Expertise(n) /ˌekspɜːˈtiːz/: expert knowledge or skill in a particular subject,

activity, or job.
Ex: We have the expertise to help you run your business.
 Family words: expert (adj)

20. Insight (n) /ˈɪnsaɪt/: an understanding of what something is like.

Ex:There are many valuable insights in her book.
 Family words: insightful (adj)

21. Retention (n) /rɪˈtenʃn/: the action of keeping something rather than losing it or
stopping it.
Ex: The company needs to improve its training and retention of staff.
 Family words: Retain (v), Retentive (adj).

22. Proactivity (n) /proʊ ækˈtɪv ɪ ti /: The act, characteristic, or habit of thinking and
acting so as to prepare for, intervene in, or control expected events, especially negative or
challenging ones; initiative
Ex: Thanks again for your proactivity; you solved this problem before I even knew
there was a problem
Proactive (adj) /ˌprəʊˈæk.tɪv/: Taking action by causing change and not only
reacting to change when it happens
Ex: Companies are going to have to be more proactive about environmental
management.
 Family word: proactively (adv)

23. Seasoned (adj) /ˈsi:z(ə)nd/ : Having a lot of experience of doing something and
therefore knowing how to do it well
 Ex: She is a seasoned observer of the state's political scene.
 Synonyms: Experienced

24. Profitability (n) UK /ˌprɒf.ɪ.təˈbɪl.ə.ti/ US /ˌprɑː.fɪ.t̬ əˈbɪl.ə.t̬ i/: The fact that
something produces or is likely to produce a profit
Ex: They are reorganizing the company in order to improve profitability.
Profitable (adj) /ˈprɒf.ɪ.tə.b(ə)l/: Making or likely to make a profit
Ex: Over the years it has developed into a highly profitable business.

25. Continuation (n) /kənˌtɪn.juˈeɪ.ʃən/: An act or the state of continuing

>< discontinuation (n) /ˌdɪs.kənˌtɪn.juˈeɪ.ʃən/
Ex: The solution we arrive at later turns out to be exactly the continuation passing
monad.
Ex: We will begin an orderly discontinuation of our existing business.
=> chọn lại 2 ví dụ khác nghĩa rõ hơn
26. Propose (v) /prəˈpəʊz/: To suggest a plan, an idea, etc. for people to think about and
decide on
Ex: Since the idea was first proposed, no action has been taken.
Proposal (n) UK/prəˈpəʊ.zəl/ US/prəˈpoʊ.zəl/: A suggestion, sometimes a written
one Ex: Have you read Steve's proposals for the new project?
 Synonyms: Recommend, Suggest, Present
 Family word: Proposal (n)

27. Adaptability (n) /əˌdæp.təˈbɪl.ə.t̬ i/: The quality of being able to change or be changed
in order to deal successfully with new situations
Ex: One possible exception is the evolution of adaptability.
Adaptable (adj) /əˈdæp.tə.bəl/: able or willing to change in order to suit different
conditions
Ex: He’s pretty adaptable, and change doesn’t bother him.
Adapt (v) /əˈdæpt/: to change, or to change something, to suit different conditions or
uses
Ex: We had to adapt our plans to fit Jack's timetable.
 Synonyms: Flexibility, Adjustability
 Family word: Adapt (v), Adaptable (adj), Adaptation (n)