1.

VOCABULARY
UNIT 1: THE BUSINESS OF BUSINESS
1. sustainable development: phát triển bền vững
2. social responsibility: trách nhiệm xã hội (của doanh nghiệp đối với người lao động)
3. ethical practices: hành vi đạo đức (của doanh nghiệp)
4. value proposition: cam kết giá trị
5. innovation progress: đổi mới sáng tạo
6. competitive advantage: lợi thế cạnh tranh
7. economic growth: tăng trưởng kinh tế
8. risk management: quản lý rủi ro
9. market share: thị phần
10. customer satisfaction: sự hài lòng của khách hàng
11. competitor: đối thủ cạnh tranh
12. stakeholders: các bên liên quan
13. transparency: minh bạch
14. sole proprietorship (n): doanh nghiệp tư nhân/công ty 1 thành viên
15. enterprise (n): công ty cổ phần
16. liability (n): trách nhiệm pháp lý
17. conduct (v): tiến hành, thực hiện, chủ đạo, kiểm soát
18. entity (n): thực thể

C. Complete these sentences using the word partnerships in Exercise A.

1. Effective ......risk management...... practices help us predict (dự đoán) and reduce
potential threats to the business, ensuring its stability (sự ổn định) and resilience (khả
năng phục hồi).
2. We need to analyze our competitors' strategies to maintain our .....customer
satisfaction.......
3. The ......social responsibility...... of a business includes providing employment,
eliminating discrimination (xóa bỏ phân biệt đối xử), avoiding pollution, etc.
4. Our ....competitive advantage...... lies in our advanced technology, which allows us to
offer superior products that are unmatched (chưa từng có) in the market.
5. Companies need to focus on .......sustainable development.... to minimize environmental
impact and ensure a positive legacy for future generations.
6. Our competitor is lowering prices right now in an attempt (nỗ lực) to regain (lấy
lại)....market share.......
7. ....Value proposition... is a statement (lời tuyên bố) that describes the value that a
company or product offers to the customer including unique selling points, benefits, and
costs.
8. Increases in capital goods, labor force, technology, and human capital can all contribute to
..economic growth....

UNIT 2: THE ORGANIZATION OF WORK

1. headquarter: trụ sở chính
2. plant: thiết bị, nhà máy
3. outlet: cửa hàng bán chính hãng
4. subsidiary: công ty con
5. warehouse: kho hàng
6. administration: quản trị kinh doanh
7. sales office: văn phòng bán hàng
8. R&D: nghiên cứu và phát triển
9. call center: trung tâm hỗ trợ thông tin
10. HR: quản lý nhân sư
11. recruitment procedure: thủ tục tuyển dụng
12. company policy: chính sách công ty
13. warehouse manager: quản lý kho
14. customer support: hỗ trợ khách hàng
15. management style: phong cách quản lý
16. director: one of the managers in charge of an activity, department, or an organization:
giám đốc
17. CEO: Chief Executive Officer: the highest ranked position in a company; the main
person responsible for leading a company and providing overall direction: giám đốc điều
hành
18. COO Chief Operating Officer: the manager in an organization who is responsible for
day-to-day operations: giám đốc vận hành
19. parent company: a company that controls other subsidiary companies: công ty mẹ
20. resign: to voluntarily leave a job or position: tổ chức

B. Complete these sentences using the words and phrases in exercise A. Make changes
where necessary.
1. The new tax framework is an attempt to make our country a more attractive location for
company ...headquarters...
2. ..HR.. department focuses on dealing with employees, for example, recruiting them,
training them, dealing with their problems, and managing their records (hồ sơ).
3. Three ..sales office... cover (bao phủ) the various regions of France with international
offices in Frankfurt, Milan, and Madrid.
4. Masan is an 80%-owned.....subsidiary... of Phuc Long Coffee and Tea.
5. ...R&D... allows a company to stay ahead of its competition by catering (đáp ứng) to new
wants or needs in the market.
6. Zara is one of the biggest clothing retail chains that has 152....outlets.... around the world.
7. The ...call center..... often handles (xử lí) customer inquiries (những yêu cầu) and
provides support services around the clock.
8. Our company’s ...plant.... is well known for producing high-quality automobiles with the
latest technology.

C. Match a noun from Column A with a noun from Column B to complete each of the
following sentences.
1. The .....recruitment procedure.... involves initial screening (sàng lọc ban đầu),
interviews, and assessment tests (những bài kiểm tra đánh giá) to ensure the selection of
highly qualified candidates.
2. Our company should review the ...company policy..... because many employees are using
personal devices and doing personal tasks during working hours.
3. We should recruit (tuyển dụng) a new .....warehouse manager....... who is responsible
(chịu trách nhiệm) for overseeing (giám sát) the safety policies and ensuring timely
deliveries.
4. To build good customer relationships, we should have the .....customer support.... team
that is available 24/7 to address any urgent issues and concerns of customers. (để giải
quyết mọi vấn đề cấp bách và quan tâm của khách hàng)
5. Our CEO is well known for his ....management style... of empowerment (trao quyền) and
delegation (sự ủy thác, phân công), letting employees take the initiative (sáng kiến, chủ
động) in their work.

UNIT 3: GETTING THE WORK DONE

1. productivity: năng suất
2. efficiency: hiệu quả
3. morale: sự tự tin, nhiệt tình
4. output: sản lượng
5. motivation: động lực
6. prioritization: sự ưu tiên
7. intrinsic motivation: động lực nội tại
8. goal setting: thiết lập mục tiêu
9. job security: đảm bảo việc làm
10. financial rewards: đãi ngộ tài chính
11. self-actualization: khẳng định bản thân
12. paid holidays: ngày nghỉ có trả lương
13. belonging needs: nhu cầu xã hội
14. time blocking: phân phối thời gian làm việc
15. subsistence: sinh kế
16. autocratic: chuyên quyền, độc tài
17. authoritarian: người độc đoán
18. decentralization: sự phân quyền
19. commitment: sự cam kết, quyết tâm
20. delegation: sự ủy thác
21. egoistic: tính vị kỷ

C. Complete the sentences with words from Exercises A and B.

1. Zero-hours contracts offer workers little or no...job security.. .
2. ..Paid holidays.... play an important role in the work-life balance of employees.
3. Implementing (thực thi) ...time blocking... can help you create a clear roadmap (lộ trình)
of what needs to be done and when.
4. When you pursue (theo đuổi) an activity for the pure enjoyment of it, you are doing so
because of ..intrinsic motivation....
5. Studies have found that recognition (sự công nhận), autonomy (quyền tự trị), and
opportunities for growth and development can be just as important as ..financial
rewards.... in job satisfaction.
6. Successful ...goal setting..... requires not only defining (xác định) the desired outcome but
also breaking it down into smaller, actionable steps.
7. ....Self-actualization.. involves the pursuit of excellence and enjoyment; whichever
people choose to desire and emphasize.
8. Human beings are social creatures by nature, and satisfying their ...belonging needs.... is
crucial (chủ yếu) for their overall well- being and mental health.

UNIT 4: THE WORLD OF TECHNOLOGY

1. real-time: thời gian thực, xử lý và truyền thông tin ngay lập tức
2. simultaneous translation: dịch song song, dịch đồng thời
3. sensor technology: công nghệ cảm biến
4. artificial intelligence: trí tuệ nhân tạo (AI)
5. digital business: doanh nghiệp kĩ thuật số
6. wireless earphones: tai nghe không dây
7. voice recognition: nhận dạng giọng nói
8. neat features: những tính năng ấn tượng, thú vị
9. census: điều tra
10. stakeholder: bên liên quan
11. centralize: tập trung hóa
12. automate: tự động hóa
13. simulation: mô phỏng

B. Choose the correct answer.

1. AI stands for artificial .....................
a) intellect b) intelligence c) interest d) imagination

2. Phones, tablets and laptops are digital .....................

a) instruments b) materials c) devices d) services

3. Somebody who is good at using technology can be described as .....................

a) tech-savvy b) tech-clever c) tech-intelligent d) high-tech

4. ChatGPT is a .....................
a) company b) chatbot c) computer d) robot

5. You can download mobile apps on your phone or tablet. ‘‘App’’ is short
for .....................
a) approach b) apparatus c) application d) appliance

C. Complete the sentences with word partnerships from Exercises A and B.

1. ...Chat GPT.... is a natural language processing tool driven by AI technology that
allows you to have human- like conversations.
2. The ....simultaneous translation..... feature on my phone has been a lifesaver (vị cứu
tinh) when traveling abroad.
3. The ..voice recognition.... technology in my car allows me to make hands-free calls
and send text messages while driving.
4. Some ...neat features.. of the new smartphone include facial recognition, wireless
charging, and a high-quality camera.
5. ....Artificial intelligence.... is the simulation (sự mô phỏng) of human intelligence
processes by computer systems.
6. ....Sensor technology... is a technology that detects and responds (phát hiện và phản
hồi) to some type of input from the physical environment.
7. ....Real - time.... data processing is essential for many applications, such as stock
trading and weather forecasting.

UNIT 5: PEOPLE AND MARKETS

1. Market leader: DN dẫn đầu thị trường
2. Market challenger: DN thách thức thị trường
3. Market follower: DN theo sau thị trường
4. Market nicher: DN khai thác thị trường ngách
5. Market segmentation: phân khúc thị trường
6. Market positioning: định vị thị trường
7. Market skimming: chiến lược giá hớt váng (giá cao ngay ban đầu)
8. Market saturation: bão hòa thị trường
9. Market research: nghiên cứu thị trường
10. brand stretching: mở rộng thương hiệu
11.distribution channel: kênh phân phối
12. price elasticity: độ co giãn của giá
13. sales representative: đại diện bán hàng
14. demand generation: tạo nhu cầu
15. marketing collateral: công cụ hỗ trợ tiếp thị
16. customer retention: chiến lược giữ chân khách hàng
17. churn rate: tỷ lệ khách hàng rời bỏ
18. affiliate marketing: tiếp thị liên kết

C. Complete these sentences with word partnerships from Exercises A and B.

1. Common ......market segmentation......criteria (tiêu chuẩn) include demographics
(nhân khẩu học), psychographics, geographic location, and behavior patterns.
2. Effective communication, persuasion skills, and product knowledge are essential for
success as a ...sales representative.......
3. The goal of ....demand generation.... is to create a steady (ổn định) flow of qualified
leads for the sales team to convert into customers.
4. ....Market positioning..... is crucial as it helps differentiate a brand from others,
creates a unique place for it in the market, and ultimately influences consumer
preferences (sở thích) and purchase decisions.
5. Lack of personalized communication (sự giao tiếp được cá nhân hóa), rewards
programs, excellent customer service, and ongoing customer support may lead to a
high ......churn rate.......
6. The aim of ....market skimming...... is to maximize profits by targeting customers
who are willing to pay a premium for the product’s unique features or benefits.
7. .....Brand stretching...... requires careful consideration to ensure that the new product
or market aligns (phù hợp) with your own value system, positioning, and customer
expectations.
8. A good .....distribution channels..... help companies effectively manage inventory
(kiểm kê), reduce costs, and provide value-added services such as packaging, promotion,
and after-sales support.
9. There are various forms of .....market collateral........., including brochures (tài liệu
quảng cáo), flyers (tờ rơi), product catalogs, sales presentations, case studies, white
papers, infographics, videos, social media posts, and more.
10. .....Customer retention..... is crucial for businesses as it leads to increased customer
loyalty, repeat purchases, positive word-of-mouth (truyền miệng tích cực), and long-term
profitability.
11. Often, increased competition among existing players and the need to sustain (duy trì)
growth may arise (nổi lên) as a result of......market saturation........, prompting (thúc
giục) companies to explore new markets or develop innovative strategies.
12. .....Affiliate marketing....... is widely used in e-commerce and becomes a popular
way for individuals and businesses to generate income (thu nhập) online.

UNIT 6: PRODUCTS AND STRATEGIES

1.Product features: đặc điểm sản phẩm
2.Product endorsement: chứng thực sản phẩm (từ những người nổi tiếng)
3.Product recall: thu hồi sản phẩm
4.Product placement: chiến lược nhúng sản phẩm (chèn quảng cáo tinh tế không dễ nhận
biết)
5.Product differentiation: sự khác biệt, đặc trưng hóa sản phẩm
6.Product branding: xây dựng, quảng bá thương hiệu
7.Product life cycle: chu kỳ, vòng đời sản phẩm
8.Product bundling: tích hợp sản phẩm
9.Product launch: ra mắt, giới thiệu sản phẩm
10. seasoned: dày dặn kinh nghiệm
11. insight: cái nhìn sâu sắc, hiểu rõ 1 vấn đề nào đó
12. capitalize: nắm bắt cơ hội
13. inevitable: không thể tránh được
14. sustain: duy trì
15. expertise: chuyên môn
16. linear: tuyến tính
17. allocate: phân bổ

D. Complete these sentences with word partnerships from Exercise C.

1. With the rise of online streaming platforms and social media, ....product placement....
opportunities have expanded beyond (vượt ra ngoài) traditional media channels, offering
businesses new ways to reach their target market.
2. Timing is a critical factor in a successful ....product launch......., as businesses aim to
maximize sales and gain a competitive edge.
3. By focusing on .....product differentiation...., businesses can establish (thiết lập) a
competitive advantage and attract customers who are seeking something different or
better than what’s currently available (những thứ hiện có).
4. ....Product bundling....... can be an effective strategy for attracting new customers, as
it offers convenience and cost savings compared to purchasing individual items
separately.
5. Understanding the ....product life cycle..... is essential for businesses to effectively
plan their marketing strategies and allocate (phân bổ) resources accordingly.
6. As it provides social proof and validation of a product’s quality and
effectiveness, ....product endorsement......... plays a crucial role in attracting and
engaging customers.
7. When a ....product recall........ occurs, companies need to communicate transparently
(một cách minh bạch) with their customers, regulators (cơ quan quản lí), and the public to
maintain trust and minimize negative consequences (hậu quả).
8. Effective .....product branding....... helps businesses build trust and loyalty among
customers, leading to increased sales and customer retention (giữ chân khách hàng).
9. Understanding customer needs and preferences (sở thích) is essential in determining
the right ......product features...... to develop, ensuring that it meets market demands
(đáp ứng nhu cầu thị trường) and satisfies target customers.

TỔNG HỢP
 GLOSSARY A-Z
 administration (n) /ədˌmɪn.əˈstreɪ.ʃən/ the part of an organisation that manages its
activities
 affiliate marketing (n) /əˈfɪlieɪt ˈmɑːkɪtɪŋ/ a performance-based marketing strategy
where businesses reward individuals or other businesses for each customer they bring
in through their own marketing efforts
 app (n) /æp/ = application (n) /ˌæplɪˈkeɪʃn/ a program designed to do a particular job;
a piece of software
 artificial intelligence (n) /ˌɑːtɪfɪʃl ɪnˈtelɪdʒəns/ the simulation of human intelligence
processes by machines, especially computer systems
 belonging needs (n) /bɪˈlɒŋɪŋ niːdz/ the desire for social relationships and being
accepted by one’s colleagues
 brand stretching (n) /brænd ˈstretʃɪŋ/ a marketing strategy where a company uses its
existing brand name to enter new product categories or target new market segments
 call center (n) /ˈkɔːl sentər/ an office in which a large number of people work using
phones
 ChatGPT (n) /ˌtʃæt dʒiːpiːˈtiː/ a computer program created by Open AI™ that uses
artificial intelligence to answer questions and carry out tasks given to it by people
 churn rate (n) /tʃɜːn reɪt/ the percentage of customers who stop using a product or
service over a specific period of time
 company policy (n) /ˈkʌmpəni ˈpɑːləsi/ guidelines and principles adopted by a
company to regulate and guide the behavior of its employees and operations
 competitive advantage (n) /kəmˈpetətɪv ədˈvæntɪdʒ/ the conditions or a particular
thing that make a business more successful than the businesses it is competing with
 customer retention (n) /ˈkʌstəmə(r) rɪˈtenʃn/ a company’s ability to turn customers
into repeat buyers and prevent them from switching to a competitor
 customer satisfaction (n) /ˈkʌstəmər ˌsætɪsˈfækʃn/ the happiness derived from a
business’s products, services, or experiences
 customer support (n) /ˈkʌstəmər səˈpɔːrt/ services provided by a business to assist
customers, address inquiries, and resolve issues, contributing to overall customer
satisfaction
 demand generation (n) /dɪˈmɑːnd ˌdʒenəˈreɪʃn/ the process of creating and nurturing
interest in a company’s products or services in order to generate demand and
ultimately drive sales
 digital business (n) /ˈdɪdʒɪtl ˈbɪznəs/ the process of applying digital technology to
reinvent business models and transform a company’s products and customer
experiences
 digital device (n) /ˌdɪdʒɪtl dɪˈvaɪs/ a piece of physical equipment that uses digital data
 distribution channel (n) /ˌdɪstrɪˈbjuːʃn ˈtʃænl/ a series of intermediaries, such as
wholesalers, distributors, retailers, and online marketplaces, who facilitate the
movement of goods or services from the point of production to the point of
consumption
 economic growth (n) /ˌiːkəˈnɒmɪk ɡrəʊθ/ an increase in the economy of a country or
an area
 efficiency (n) /ɪˈfɪʃnsi/ the ability to do something or produce something without
wasting materials, time, or energy
 ethical practice (n) /ˈeθɪkl ˈpræktɪs/ conducting business in an honest, fair, and
morally responsible manner, following ethical principles and values
 financial reward (n) /faɪˈnænʃl rɪˈwɔːd/ monetary incentive that an employee earns as
a result of good performance
 goal setting (n) /ɡəʊl ˈsetɪŋ/ the process of defining specific, measurable, achievable
and relevant and time-bound objectives
 headquarters (n) /ˈhedkwɔːrtərz/ a place from which an organisation is controlled
 HR (n) /ˌhjuːmən rɪˈsɔːrsɪz/ human resources – the department in a company that is
responsible for dealing with employees
 innovation progress (n) /ˌɪnəˈveɪʃn ˈprɑːɡres/ the progress of the introduction of new
ideas, products, processes, or business models
 intrinsic motivation (n) /ɪnˈtrɪnzɪk məʊtɪˈveɪʃn/ the act of doing something for the
inherent satisfaction of the activity rather than the desire for a reward
 job security (n) /dʒɒb sɪˈkjʊərəti/ the assurance an employee has that they can
continue working their current job for the foreseeable future
 management style (n) /ˈmænɪdʒmənt staɪl/ the approach and methods a manager
employs to lead, organize, and direct a team or organisation
 market challenger (n) /ˈmɑːkɪt ˈtʃælɪndʒə(r)/ a company or brand that actively and
aggressively seeks to challenge the market leader’s position
 market follower (n) /ˈmɑːkɪt ˈfɒləʊə(r)/ a company or brand that chooses not to
compete forcefully with the market leader but instead follows their strategies and
actions
 market leader (n) /ˈmɑːkɪt ˈliːdə(r)/ a company or brand that holds the largest market
share in a particular industry or market segment
 market nicher (n) /ˈmɑːkɪt niːʃə(r)/ a company or brand that targets a specific, smaller
segment of the market
 market positioning (n) /ˈmɑːkɪt pəˈzɪʃənɪŋ/ the process of establishing an image or
identity for a product or brand in the minds of consumers
 market research (n) /ˈmɑːkɪt rɪˈsɜːtʃ/ the process of gathering and analyzing
information about a target market or industry
 market saturation (n) /ˈmɑːkɪt ˌsætʃəˈreɪʃn/ a situation in which a product or service
has reached its maximum potential within a specific market
 market segmentation (n) /ˈmɑːkɪt ˌseɡmenˈteɪʃn/ the process of dividing a broader
market into distinct subgroups based on specific characteristics, needs, or behaviors
 market share (n) /ˌmɑːrkɪt ˈʃer/ the amount that a company sells of its products or
services compared with other companies selling the same things
 market skimming (n) /ˈmɑːkɪt skɪmɪŋ/ a pricing strategy used by businesses to set high
initial prices for new products or services
 marketing collateral (n) /ˈmɑːkɪtɪŋ kəˈlætərəl/ any digital or printed material used to
communicate or promote a company’s brand message, products, or services
 morale (n) /məˈrɑːl/ the amount of confidence and enthusiasm, etc. that a person or a
group has at a particular time
 motivation (n) /ˌməʊtɪˈveɪʃn/ the reason or reasons one has for acting or behaving in a
particular way
 neat feature (n) /niːt ˈfiːtʃə(r)/ impressive quality of a product or service
 outlet (n) /ˈaʊtlet/ a store that sells a particular company’s products or products of a
specific type
 output (n) /ˈaʊtpʊt/ the amount of something that a person, a machine or an
organisation produces
 paid holiday (n) /peɪd ˈhɒlədeɪ/ day that employees get off from work and still get
paid for
 plant (n) /plænt/ a factory in which a particular product is made, or power is produced
 price elasticity (n) /praɪs ˌiːlæˈstɪsəti/ the responsiveness or sensitivity of consumer
demand for a product or service to changes in its price
 prioritization (n) /praɪˌɒrətaɪˈzeɪʃn/ the act of putting tasks, problems, etc. in order of
importance, so that you can deal with the most important first
 product branding (n) /ˈprɒdʌkt ˈbrændɪŋ/ the process of creating and promoting a
unique identity and image for a specific product
 product bundling (n) /ˈprɒdʌkt ˈbʌndlɪŋ/ a technique in which several products are
grouped together and sold as a single unit for one price
 product differentiation (n) /ˈprɒdʌkt ˌdɪfəˌrenʃiˈeɪʃn/ a process used by businesses to
distinguish a product or service from other similar ones available in the market
 product endorsement (n) /ˈprɒdʌkt ɪnˈdɔːsmənt/ the practice of using a well-known
individual, such as a celebrity or influencer, to promote and recommend a particular
product or service
 product feature (n) /ˈprɒdʌkt ˈfiːtʃə(r)/ the specific characteristic, attribute, or
functionality of a product that provides benefits to the customer
 product launch (n) /ˈprɒdʌkt lɔːntʃ/ the introduction of a new product into the market,
involving various marketing activities and strategies
 product life cycle (n) /ˈprɒdʌkt ˈlaɪf saɪkl/ the length of time from a product first being
introduced to consumers until it is removed from the market
 product placement (n) /ˈprɒdʌkt ˈpleɪsmənt/ a marketing strategy in which branded
products or services are featured prominently within various forms of media, such as
movies, TV shows, music videos, or video games
 product recall (n) /ˈprɒdʌkt rɪˈkɔːl/ a process in which a company retrieves and
removes a product from the market due to safety concerns, defects, or regulatory
issues
 productivity (n) /prɒdʌkˈtɪvəti/ the rate at which goods are produced or work is
completed
 R&D (n) /rɪˈsɜːtʃ dɪˈveləpmənt/ research and development – the department of a
business that is in charge of research and development of products and services
 real-time (n) /riːəl ˈtaɪm/ processing and transmitting information instantly
 recruitment procedure (n) /rɪˈkruːtmənt prəˈsiːdʒər/ the official process of attracting,
screening, and selecting qualified individuals for job positions
 risk management (n) /rɪsk ˈmænɪdʒmənt/ the activity of calculating and reducing risk,
so that an organization does not fail or lose money
 sales office (n) /seɪlz ˈɒfɪs/ the office of a business that is responsible for selling its
goods or services
 sales representative (n) /seɪl ˌreprɪˈzentətɪv/ an individual or a team of professionals
who are responsible for representing a company’s products or services to potential
customers
 self-actualization (n) /ˌself ˌæktʃuəlaɪˈzeɪʃn/ the fact of using your skills and abilities
and achieving as much as you can possibly achieve
 sensor technology (n) /ˈsensə(r) tekˈnɒlədʒi/ a technology that uses sensors to acquire
information by detecting the physical, chemical, or biological property quantities and
convert them into readable signal
 simultaneous translation (n) /ˌsɪmlˈteɪniəs trænzˈleɪʃn/ a form of translation in which
the interpreter translates into the target language as quickly as possible while the
speaker is still speaking in the source language
 social responsibility (n) /ˈsəʊʃl rɪˌspɑːnsəˈbɪləti/ the responsibility of businesses to
benefit society and the environment beyond just maximizing profits
 subsidiary (n) /səbˈsɪd.i.er.i/ a company that is controlled by another
 sustainable development (n) /səˈsteɪnəbl dɪˈveləpmənt/ conducting business with a
focus on the long-term effect on the environment, society, and the economy
 tech-savvy (adj) /ˌtek ˈsævi/ somebody who is good at using technology
 time blocking (n) /taɪm ˈblɒkɪŋ/ the process of dividing your day into blocks of time
for specific tasks
 value proposition (n) /ˈvæljuː ˌprɑːpəˈzɪʃn/ the value a company promises to deliver to
customers
 voice recognition (n) /ˈvɔɪs rekəɡnɪʃn/ the ability of a machine or program to receive
and interpret dictation or to understand and perform spoken commands
 warehouse (n) /ˈwer.haʊs/ a large building for storing things before they are used
 warehouse manager (n) /ˈwerhaʊs ˈmænɪdʒər/ a person who is responsible for
overseeing the efficient and effective functioning of a warehouse
 wireless earphones (n) /ˈwaɪələs ˈɪəfəʊnz/ a type of audio device that allows users to
listen to music or audio without the need for physical wires

2. SCRIPT LISTENING (LMS+SÁCH)

UNIT 1 (LMS)
PART 1
Good morning everyone and welcome to the faculty of business studies. I'd like to
start a day by asking a rather simple question: What is business? Of course, like many
simple questions, it's quicker to ask the question, then to give an answer. Right, let's take
the word business first. First we need to make sure that it is a commercial business we are
talking about here because the word business can mean something more general. So what
happens in commercial business, people sell things don't they? I think everyone would
agree with that and other people buy these things don't they? So if I advertise my car in
the newspaper and someone buys it, is that business? The answer is no, business is about
a lot more than this.

PART 2
So what does business involve? What do people in business do? Well, let's take a
company that makes chocolate. Someone has to look after the production processes from
ordering, and storing the raw materials, the coco beans, sugar, and so on, to controlling
the number of chocolate bars produced in the factory, and deciding on the best production
methods. This is the area of operations management. Another important aspect is finding
out what the consumers want through market research, then prices have to be fixed and
the chocolate advertised and promotions planned. These functions are performed by the
marketing department. Businesses employ people, of course, so some people work in the
area of human resources, which is concerned with looking after the employees. This
means hiring and firing people, making contracts, questions of health and safety,
industrial relations, equal pay and so on. Naturally money is a key element in business
and so financial management is a highly important function, finance people pay attention
to the flow of money in and out of the business, and also provide information about the
businesses performance. Finally, the company may also have a research and development
section that concentrates on developing new products. So we can see that there is a
variety of jobs to be done in business and it's very important of course, that people doing
these different jobs cooperate and work very closely together. For example, if the
marketing people do their work well, they may increase the demand for the products. So
the operations managers may have to rethink their production methods to produce more
goods. You have noticed I'm sure that I've been talking about what people do in business
and this gives us an idea about how to answer our original question, what is business? So
now perhaps we should ask the question a little differently: what does a business do? In
other words, we are asking what are the activities that a business organization engages in.

PART 3
We can look at business activity from the point of view of a process in which
something is changed from one state to another. Taking the chocolate company is our
example, what has to happen in order that you can buy a bar of chocolate from a shop.
The answer is that the company buys in raw materials, the coco, sugar, etc. And then in
the factory the workers use them to make the chocolate bars. Then the bars are packaged
and sent to a shop so you can buy one. However, we can think of raw materials as inputs
that is they are needed to go into the manufacturing process. These raw materials go
through a transformation during the production processes. They are mixed together, and
they turn into solid chocolate. Finally, at the end of the manufacturing process, they come
out as nicely packaged but of chocolate so we can call the chocolate bars the outputs. So
you can see that at a simple level we have a basic model which explains the
manufacturing process.

PART 4
Actually, we can use this model, input transformation, output to look at all aspects
of business. To do this, we have to apply these concepts to more than just the
transformation of raw materials into finished products. Let's take input first. Actually the
list of what we could put into these categories is almost endless. To think about it,
suppose you want to start a business and you have what seems like a good idea. Let's say
you want to set up a food bar, selling lunchtime, sandwiches and snacks, before you even
start making the food, you will have to carry out some market research, make a business
plan, learn about food, regulations and hygiene, design the food items and the food
making process, find money to start the business by or to suitable building, rearrange the
building to suit the business, invest in equipment and machinery by store the raw
materials higher and train staff to help make and sell the food and so on. So we can see
that inputs include more things than just warm materials. They're planning and decisions,
time and space, investment equipment, training, all the skills and abilities of the people
involved, one view groups, these different kinds of inputs into four main factors of
production. Firstly, land, which includes both the buildings or premises and natural
resources. Secondly, labor, that is the people who work in the business. Thirdly, capital,
which includes both the money invested, and also the equipment and machinery, owned
by the business. And finally, enterprise, enterprise refers to the fact that someone and
entrepreneur has to develop a business idea, and then work to put it into effect. Next, let's
think about outputs. One type of output is consumer goods, these are sold to the general
public if they are things that last a long time such as furniture, cars, computers, etc. They
are called durable goods or if they can be consumed soon after purchase like food,
newspapers, petrol, we call these things non-durable. Another rather different kind of
output is services, but I mean things like banking, transport hairdressing, and so on.
Recently services have become a very important area of business activity. Services are
intangible. In other words you can't touch them, and they don't last like durable goods.
They are not things that you can own or use. Instead, a service provides people with some
kind of non-material, benefit or help.

UNIT 2 (SÁCH)
TRACK 2.2.1
Hello. Thank you for calling the ABC recruitment line. Here are some details for our
current internship position. We're seeking a talented and motivated Technology
Developer Intern position. This position works closely with our team of professionals,
collaborating on exciting initiatives, and acquiring valuable skills in the technology
sector.
For this position, you should be a last-year student studying a related university degree in
Computer Science, Information Technology, or Software Engineering. You need to have
a solid understanding of programming concepts and proficiency in one or more
programming languages.
You must be able to work without supervision and must be flexible when working with
others. Other needed skills are communication, interpersonal, organizational, and time-
management skills. Joining this internship has many benefits including a monthly
allowance, hands-on experience working on meaningful projects, and the potential for
future career development. To apply, please submit your résumé, cover letter, and any
relevant portfolio or project work to hr@abc.com.

TRACK 2.2.2
Welcome to ABC Technologies! I am Teressa from PR, and I am glad to be here to give
you an overview of our organizational structure. First of all, ABC is a leading technology
company dedicated to innovation, cutting-edge solutions, and transforming industries.
With a strong commitment to excellence, we try to make a positive impact through
technological advancements and drive toward a more connected and efficient future.
Now, let's start here in Administration, we have Monica Favel as Administrative Director
with two officers reporting to her. In the Marketing Department, Antonio Balmain is the
Business Development Manager, and he has a team of four reporting directly to him
including the two salesmen, Maria Smith and Batiste Rodrigo. Moving on, we have the
Art Director - Jessie, and Saidah Hussain - the PR Officer. As we're just a small
company, the organization is simple for the moment, but we're growing fast, so that will
change as we hire new staff. For example, right now we don't have an HR Department,
but we have Eliza Cotton - Our Office Manager, who takes care of HR. She also looks
after finance, and she has two accountants working under her.
As you all probably know, ABC Technologies was founded in 2005 by Larry Warner, our
CEO,and David Chang, who's now COO - Chief Operating Officer. Basically, David runs
the business on a day-to-day basis. Larry deals with strategy, he's often away at our
parent company in Singapore. Anyway, there are three other department heads who all
report to David. Roxanne Kent is our IT Manager in charge of IT and technical support.
She joined four months ago when our old IT Manager resigned. Roxanne also has a web
developer and two support engineers reporting to her. The biggest department here is
R&D. Peter Parker is a department head and he has seven research scientists in the lab.
Peter also coordinates our development programs. We have Evelyn Monroe who
manages the Engineering Department, and she's responsible for building our product
package. She has a team of three: two software engineers and a technical writer. So,
basically, that's it. Does anyone have any questions?

TRACK 2.3.1 (J=JENNY, R=ROGER)

I: Good morning! How are you today?
R: Good morning! I'm doing well, thank you. How about you?
J: I'm doing great. Have you noticed how lovely the weather is today?
R: Absolutely! It's such a beautiful day. The clear sky and gentle wind really make it
enjoyable.
J: I completely agree. It puts everyone in a good mood and makes the workday more
enjoyable.
R: Definitely. It's a great way to start the day and brings positive energy to the office.
Plus, it's a refreshing change from the recent rainy days we've had.
J: Absolutely. I find that a good weather day like this can boost productivity and
motivation. It's easier to stay focused and engaged when the atmosphere is so pleasant.
R: Well, I hope the weather stays this way for the rest of the week. It's been a pleasure
chatting with you. Have a productive day!
J: Thank you! You are too. Let's make the most of this beautiful day. Take care!

TRACK 2.3.2 (M = MARIA, A = ANTHONY)

M: Hey, Anthony! It's great to see you again.
A: Hi, Maria. How have you been?
M: I'm doing well, thanks. It feels like ages since we last met. Wasn't it at that trade show
in Paris?
A: Yes, you're right. It's been a while. So, how have things been going for you?
M: Things have been going well. I made a change last year and now I'm working in
finance. I really enjoy the new role.
A: That's good to hear. Congratulations on the transition. By the way, I got promoted last
year. I'm now the Head of Human Resources, leading a team of 50 people.
M: Wow, that's fantastic! You've made significant progress in your career.
A: Thank you. I'm excited about the new responsibilities and challenges.
M: Speaking of exciting news, guess what? I finally passed my driving test! It took me
three attempts, but I did it.
A: Really? That's amazing! Congratulations on getting your license.

TRACK 2.3.3 (CR = CHRIS RAWLINSON, KB = KATHERINE BALDWIN)

CR: Hi, I'm Chris Rawlinson.
KB: Hi, Chris. Nice to meet you. I'm Katherine Baldwin.
CR: Which part of the group are you working for?
KB: I've just joined ACB. We specialize in market research. And you?
CR: I'm with Booz & Co.
KB: I'm not very familiar with Booz & Co. What kind of projects do you typically work
on?
CR: Well, we're primarily an outsourcing business. We provide companies and
organizations with a wide range of services, including IT, office equipment, travel, and
even cleaning services.
KB: Ah, I see. Is Booz & Co a relatively new company?
CR: No, we're a well-established company. We were founded in the mid-1990s and have
been experiencing rapid growth ever since. We're organized into four divisions and
currently employ over 8,000 people. Our headquarters are in Sydney, and we have offices
in California, Rio, and Shanghai, so we've grown to be quite substantial.
KB: That's impressive. It sounds like Booz & Co has made a significant impact in the
industry.
CR: Thank you. We've worked hard to establish ourselves and build a strong reputation
in the market.

TRACK 2.3.4 (E = ERIC, N = NINA, C = CHARLES)

E: Charles, I'd like to introduce you to Nina. She's joining us from our subsidiary and will
be working with us for the next 6 months.
N: Hello, Charles. Nice to meet you.
C: Pleasure to meet you too.
E: Nina is fluent in French, which will be incredibly helpful when communicating with
our European customers. One more thing, she's passionate about playing golf, so you two
should have plenty to discuss.
C: That's fascinating! While I'm still a beginner, I absolutely love golf. I'm sure we'll
have some great conversations. Let me show you your workspace. It's just this way. By
the way, would you like some tea or coffee?

UNIT 3 (LMS)
PART 1
Good morning everybody, a key issue in the area of productivity is motivation.
The reason for this is that motivation can affect productivity both positively and
negatively. As we know, a measurement of the productivity of a company is in fact the
measurement of its efficiency, or in other words, the size of its output in relation to its
input. Of course, a company can improve its efficiency by investing in more modern
equipment, but that's not my concern today. A company's most valuable resource is its
employees and so in the next two lectures, I want to consider how a management and
behavior of employees can impact on productivity. One way to achieve productivity
gains in a company is by somehow getting people to work harder or in better more
efficient ways. So today we are consider two different theories, which try to explain how
people are motivated at work.

PART 2
What makes somebody do something? What drives people to work to the best of
their ability? Do you work because you enjoy it, or because you will get some benefit
from doing it?. Perhaps for example, you will get some money or someone will admire
you. Abraham Maslow, a famous American psychologist believed that we do things
because we have needs and that these needs drive our behavior. What are our most basic
needs, the things we need before anything else clearly our most basic needs are physical.
That is we need food, warmth and shelter. Maslow pointed out. We generally try to
satisfy these needs first before we consider doing anything else. In the 1950s, Maslow
developed a hierarchical model of motivation in which physical needs are at the bottom
of the hierarchy. You can see this model and figure one, once we have enough food,
shelter, etc. We can start to think about ensuring our safety needs. Safety here means
being in a safe and secure environment with no worries or anxieties. If we feel safe and
secure then our attention shifts to our social needs. People are social beings, and they
want to be able to socialize and communicate with other people to have friends and a
sense of belonging. In addition to this people need a strong sense of self-esteem, which
means that things like confidence, status, and recognition for their achievements are
important. Finally at the top of the IRR of needs comes self actualization by this is
achieving your full potential, developing, and learning so that you become a skill, and as
capable as you can be. How do these ideas work in business? Well, physical needs are
met by the pay for work, and the actual working environment pay is turned into
accommodation of food. For example, safety needs can be seen as things like having a
job secured, having a clear job description, having a clear structure of accountability. In
other words, safety does not mean safety just for now, but for the future too, social needs
a satisfied in the workplace by aspect, such as communication working with others in
multi disciplinary teams, social after work, self-esteem can be achieved in the workplace
through recognition for achievements through having power over others, or being trusted
by others. Finally self actualization occurs when people develop new skills or take on
new challenges they buy in increasing and developing their capabilities.

PART 3
In the 1950s, an American psychologist called Frederick Hertzberg carried out
some research and the job satisfaction, and he came up with a two factor theory of
motivation at work. First down the aspects of work which contribute to job satisfaction.
These are achievement, recognition for achievement, interesting work responsibility and
advancement. The last one means not just promotion, but a sense of progressing. It is
important to know that these things are about the job itself, not the material rewards for
the job. These job satisfaction elements Hertzberg said were motivators, because they
improve people's motivation at work; however, some aspects of work can make people
unhappy, Hertzberg called these the hygiene factors. These are basically concerned with
the working environment, and consist of the following company rules and policies,
supervision pay in personal relations and working conditions. The hygiene factors don't
motivate people, but they can cause dissatisfaction and have a negative impact on
motivation. For example, low pain makes people angry and frustrated. On the other hand,
what really gets people to perform better is not so much better pay, which people quickly
get used to that job enrichment to motivate people, you need to give them interesting
work or responsibilities which challenge them. People need to be allowed to feel in
control of their work.

PART 4
So let's summarize Hertzberg's ideas then. There are two factors which managers
need to be in mind. Firstly, there are motivators which actually encourage people to
achieve more. Secondly, there are dissatisfies, which are those aspects of work that cause
people to become demotivated. Hertzberg called these hygiene factors because he saw
them as aspects which have to be cleaned up before we can expect people to be
motivated. They are not motivators in themselves. Nobody would say I love my job
because I get a lot of holidays, but they may will complain if they don't get much holiday,
that's enough for now. Next time we'll have a look at the way in which management
systems can improve people's performance. In particular I want to talk about the concept
managers, management by objectives, so I don't forget to do some research on this topic
before you come.

UNIT 4 (SÁCH)
TRACK 4.2.1
Computers have become an integral part of research and development in many industries.
They can help speed up the research process by organizing and storing data, running
simulations, and helping to analyze results. They can also be used to develop new
products and processes, and to test and improve existing ones. In many cases, research
and development would not be possible without computers.
Businesses can use computers to conduct research on industry trends, patents,
trademarks, potential clients, and competitors by using search engines and proprietary
databases. Graphics, video, and audio are all currently used in media production on
computers.

TRACK 4.2.2
One of the most important roles of computers in development is data storage. Computers
can store vast amounts of data that can be used to help plan and track development
projects. Data can be collected from a variety of sources, including surveys, censuses,
and satellite imagery. This data can be used to create models that help planners
understand the factors that affect development and how to best utilize resources.
Computers can also be used to communicate with stakeholders in development projects.
Stakeholders can be located anywhere in the world, and computers can be used to send
and receive information quickly and efficiently. This communication can help ensure that
everyone is on the same page and that projects are proceeding as planned.
Besides, computers can be used to monitor development projects. By tracking progress
and collecting data, computers can help identify problems and potential areas for
improvement. This information can be used to make adjustments to projects, ensuring
that they are as successful as possible.
And finally, computers are being used for almost every activity today, whether it is
personal or business-related. Because computers assist the businesses in making the
processes more automated, they are becoming more and more independent. Having one
centralized inventory, rather than opening branches in every city, makes doing business
easier. Computer programs handle a variety of tasks, such as ticket booking and money
transfers, increasing the number of transactions. It is not uncommon for an automated
system to make a few mistakes; however, if this happens, it is largely due to human error.
Data sharing has become much easier in recent years as a result of the simple link
between two computer systems.

TRACK 4.2.3
Social computing has numerous advantages. Social networking sites make it easier for
employees to communicate with one another and with the corporation as a whole. As a
result, face-to-face interactions and a sense of belonging to the broader corporate
community can be enhanced.
Among the social networking sites are Twitter, Facebook, LinkedIn, and Google. These
websites allow employees to exchange information, ideas, and opinions. As a result, you
can improve your workplace collaboration and communication skills.
Social computing can also be used to reduce employees' time spent on their own.
Employees can share information and ideas and increase their efficiency by connecting
with others. By doing so, they can cut down on their time and increase their productivity.

TRACK 4.3.1 (V = VINCENT, T = TRACY)

V: Hi, Tracy. How are you doing?
T: Hi, Vincent. I'm doing well, thanks for asking. How about you?
V: I'm good too, thank you. I'm calling because I won't be able to make our appointment
tomorrow.
T: Oh, really? What happened?
V: Unfortunately, I have to attend an urgent meeting with my manager tomorrow. I'm
sorry for the inconvenience.
T: No worries. Is there any other day that works for you?
V: How about next Wednesday at 2pm?
T: That's fine for me. Thanks for letting me know.
V: You're welcome. I'll send you an email to confirm the new date and time.
T: Sounds good. Thanks again.
V: No problem. Have a great day!
TRACK 4.3.2 (R = RICK, J = JENNIFER)
R: Hi, Rick speaking.
J: Hello, Rick. It's me Jennifer. I'm currently on a business trip to Singapore and I need to
stay an extra day. Unfortunately, my hotel is full. Can you help me arrange a different
flight and a night at another hotel?
R: Oh, I'm sorry to hear that. Let me check what I can do for you. Can you please give
me your booking reference number?
J: Sure, it's XYZ123.
R: Thank you. I see that your original flight is fully booked. However, I can arrange a
different flight for you that departs tomorrow at 10am and arrives in Tokyo at 3pm. You
will have to take a connecting flight from Tokyo to your final destination. Is that okay
with you?
J: Yes, that works for me. What about the hotel?
R: I have found a room for you at the Marina Bay Sands Hotel. It's a 5-star hotel located
near the airport. The room rate is $200 per night. Would you like me to book it for you?
J: Yes, please. That sounds great.
R: Alright, I have made the necessary arrangements. You will receive an email with your
new flight details and hotel reservation. Is there anything else I can help you with?
J: No, that's all. Thank you so much for your help.
R: You're welcome. Have a safe trip!
UNIT 5 (3 PARTS)
PART 1
Good morning everyone. This morning we're going to begin the topic of
marketing. In this first talk, I'm just going to give you an overview of a few key concepts,
and then other aspects will be dealt with within the next few lectures. Also in your
seminars and assignments, you'll be able to cover all the important points in more detail.
So let's see, yes, just start with we need to consider. Firstly, what marketing is? In other
words, why do businesses engage in marketing? And secondly, why is marketing so
important? After that I'll talk about market research, because businesses need good
information on which to base their marketing strategy. Part of this involves analyzing
markets, so then I'll discuss some basic characteristics of markets, and I'll finish by
mentioning some different types of markets.

PART 2
Actually, marketing is arguably the most important aspect of management. You
can manage your staff in your production process as well but if nobody buys your
products, your business will fail. So it follows that a business has to satisfy customers'
needs if it's going to make a profit. So that's what marketing is all about, it's not just
advertising, marketing is all the processes involved in supplying customers with the right
products at the right time and at the right price. But what are the needs of customers? Of
course there are many products that people always need but really successful companies
identify gaps in markets and create new markets with new products. What I mean is they
anticipate consumers' requirements, a good example of this is those little packets of sticky
notes they're called Post-it notes. They were invented by the three M company in 1977. I
don't know extremely popular, which is not surprising because they're incredibly useful.
We never knew we needed them until three M came up with them.

PART 3
Anyway ah to return to the main point. Fundamentally successful marketing is
about having accurate data so that customers' needs can be met. So what is it that
marketers need to know? Well, first they must begin by analyzing the market. For
example, it's essential to identify basic characteristics of the market, such as its size and
which companies are the market leaders. That is to say we need to look at the share of the
market which each company has. Naturally it's the name of all companies to become the
market leader or to have the top selling brand in a particular field. If we take the sports
shoe market in the US as an example, you can see the size statistics on the slide. As you
can see in 2006, this market was worth nearly $12 billion per year, in terms of sales, it
had annual sales of more than 370 million pairs of sports shoes and what's more it seems
to be getting bigger too. Before the 1970s, buying a pair of running shoes was a simple
matter, but these days there's a huge variety. They are different running shoes for men
and women, light and heavy people, different sports, different foot shapes, and so on. Uh,
where was I? Oh, oh yes, we also need to be clear about the type of market. One way to
categorize the type of market is to think about whether the product is aimed at a mass
market, like toothpaste for example, which everyone needs or is it more suitable for a
niche market. By that I mean a small part of a larger market. For example, vacations for
people over 50 is a niche market inside the huge vac Imarket, in other words is the
product aimed at one narrow category of customer.
UNIT 6 (SÁCH)
TRACK 6.2.1 (I = INTERVIEWER, J = JANE)
I: Good day, everyone! Today, we have the pleasure of speaking with Jane Smith, a
seasoned product manager with over a decade of experience in the field. Jane, thank you
for joining us.
J: Thank you for having me. I'm excited to be here and share my insights on the product
life cycle.
I: Fantastic! Let's dive right in. Could you explain what the product life cycle is and its
different stages?
J: Certainly! The product life cycle refers to the journey a product takes from its
introduction to consumers until its eventual discontinuation. There are four generally
accepted stages in the product life cycle: introduction, growth, maturity, and decline.
1: Fascinating! Could you walk us through each stage and explain the role of a product
manager in each phase?
J: Absolutely! In the introduction stage, the product manager plays a crucial role in
launching the product into the market. This involves significant investments in
advertising and marketing to create awareness and highlight the product's features and
benefits. The product manager closely monitors consumer response and gathers feedback
to make judgments the product's potential success. During the growth stage, the product
manager focuses on capitalizing on the increasing consumer demand and sales. They may
invest heavily in advertising and promotion to outshine competitors. This stage also
involves expanding the market and attracting new customers. The product manager
ensures customer satisfaction and encourages repeat purchases.

TRACK 6.2.2 (J = JANE)

J: Moving on to the maturity stage, the product manager faces the challenge of a largely
saturated market. They must navigate declining sales and find ways to reduce production
and marketing costs. At this point, the product manager may develop new or alternative
products to target different market segments. Lastly, in the decline stage, the product
manager faces the inevitable decrease in demand and rapid sales drop. Although they
may try to prolong the product's lifespan, ultimately, it will be discontinued from the
market. The product manager's role here is to manage the decline and make strategic
decisions regarding the product's future.

TRACK 6.2.3 (I = INTERVIEWER, J= JANE)

I: Thank you for that comprehensive explanation. What are some challenges product
managers typically face throughout the product life cycle?
J: Product managers face a range of challenges at each stage of the product life cycle. In
the introduction stage, the challenge lies in creating awareness and generating interest in
a new product. Competition and market saturation are key challenges during the growth
stage, requiring innovative marketing strategies to stay ahead. In the maturity stage, the
challenge is to sustain profitability in a saturated market while exploring new
opportunities. Finally, in the decline stage, the challenge is to manage the product's
discontinuation and possibly transition to new offerings.
I: It's clear that product managers play a critical role in each phase. Thank you for sharing
your expertise. Any final thoughts on the topic?
J: Thank you for having me. It's been a pleasure to be here and share my knowledge. I
would like to leave your audience with one final thought. The product life cycle is not a
linear process.
It's important for product managers to constantly monitor and analyze market trends,
consumer behavior, and competition to make informed decisions at each stage. By
staying proactive and adaptable, product managers can navigate the challenges and seize
opportunities that arise throughout the life cycle. Remember, the key to success lies in
understanding the needs and wants of your target audience and delivering products that
exceed their expectations.
I: Thank you once again for joining us today. Your insights have been invaluable. We
wish you continued success in your product management career.

TRACK 6.3.1 M = MARIO, S = SIMON, E = EMMA, J = JOHN, H = HELEN, R

=ROBERT, L=LAURA)
 M: Good morning, everyone. Thank you for joining this meeting. Helen has proposed
that we increase the marketing budget. Now, I'll go round the table and ask if you agree
or disagree with it. Starting with Simon.
S: Well, I'm afraid that I don't. It's too much money. I understand the importance of
marketing, but considering our current financial situation, I think it would be wiser to
allocate our resources elsewhere.
M: Thank you, Simon. Anyone else? Emma?
E: At the moment, I doubt that spending more money on marketing will improve the
situation.
So, no. I think we should focus on optimizing our existing marketing strategies before
making any further investments. Do you agree with me, John?
J: Um ... Sorry, Emma but I completely agree with the proposal. Marketing is
fundamental for the future of our company. By increasing the marketing budget, we can
reach a wider audience and generate more leads, ultimately leading to increased sales and
revenue. I think Helen and I have the same thoughts.
H: That's exactly what I think. It's too important not to do. Our competitors are investing
heavily in marketing, and if we want to stay ahead, we need to do the same. It's an
investment in our
future success.
S: I know what you mean, but I think there's a problem. At the moment, with the current
economic situation, it's out of the question because we don't have any extra money. Why
don't we prioritize marketing efforts without increasing the budget?
M: Thank you, Simon. Robert, you have done some research into this. Would you like to
share something?
Robert: In my opinion, I don't have a problem with the proposal. So, I agree. Investing in
marketing can lead to significant returns, especially if we target the right audience and
optimize our campaigns for maximum impact.
M: Thank you, Robert. How do you feel about that, Laura?
L: It sounds interesting, but I think we should wait before making any decisions. We need
more data and insights to determine the effectiveness of our current marketing initiatives
and assess the potential impact of increasing the budget.
M: Thank you, everyone. These are all great suggestions. How about taking some time to
further explore these options and reconvene at our next meeting. Thank you all for your
valuable input.

LISTENING SIMPLE TEST

Pricing strategy, one of the four pillars of marketing, is used to set prices for a product or
service to convey value, attract customers, and generate sales and revenue for your business.
There are different methods that businesses use to figure out what the cost of their products
and services should be. The type of pricing strategy your business chooses depends on
different factors like goals of your business, the kind of product or service you offer, the
values of your product or service, consumer behavior, market conditions and competition.
The Right pricing strategy will attract buyers, give potential customers confidence in your
product or service and also help you maintain your brand name. All this will lead to the
growth of your business. Let me give you three examples of pricing strategy.
First of all, penetration pricing strategy is used when businesses enter the
market at a low price to attract your target customers and build a customer base. By
gaining potential customers and breaking into an existing competitive market, businesses
can increase market share and advance market penetration. However, while penetration
pricing can attract new customers and generate more sales, these customers will be price
sensitive and you may experience a loss should you decide to increase your price later on.
On the contrary to penetration pricing is price skimming. This is when businesses
release their products and services at a high price for high profit margins and lower the
price as soon as competition enters the market to retain customers. This strategy allows
businesses to gain short term profits, attract early adopters and segment customers as the
price is lowered. An advantage of price skimming is it can initially generate revenue
quickly and businesses can capture the price-sensitive segment population once prices are
lowered. On the other hand, entering a crowded market is challenging and it may cause
churn in the early adopters.
Finally, premium pricing strategy is also called prestige pricing or luxury pricing.
Businesses use premium pricing when they want to establish a prestigious brand image
through high-quality products or services. Premium pricing strategy can raise brand
awareness and the perceived value of a product or service from your target audience. The
fashion and technology industry often use this strategy because they can market their
products as rare, luxurious or exclusive.

Listen to the recording and choose the correct answer.

1. What is pricing strategy primarily used for in marketing?
A: To create brand awareness
B: To attract investors
C: To generate sales and revenue
D: To design product packaging
Answer: CL.1-2: Pricing strategy, one of the four pillars of marketing, is used to set
prices for a product or service to convey value, attract customers, and generate sales and
revenue for your business.
2. How does the right pricing strategy benefit a business?
A: It guarantees (đảm bảo) a certain level of profit.
B: It leads to the growth of your business.
C: It ensures complete market dominance.(sự thống trị)
D: It eliminates (loại bỏ) the need for advertising.
Answer: BL.8-9: All this will lead to the growth of your business.
3. What is the primary objective of penetration pricing strategy?
A: To attract target customers and build a customer base
B: To maximize short-term profits
C: To eliminate competition in the market
D: To maintain a high price point
Answer: AL.10-11: … penetration pricing strategy is used when businesses enter the
market at a low price to attract your target customers and build a customer base.
4. What challenge may businesses face when employing price skimming?
A: Decreased competition
B: Limited customer interest
C: High initial production costs
D: Difficulty entering a crowded market
Answer: DL.20-21: On the other hand, entering a crowded market is challenging and it
may cause churn in the early adopters.
5. Which industries often use premium pricing strategy?
A: Food and beverage
B: Health and wellness
C: Fashion and technology
D: Automotive and manufacturing
Answer: CL.25-26: The fashion and technology industry often use this strategy …
3. ĐÁP ÁN SÁCH VÀ LMS
LINK TÀI LIỆU (Tiếng Anh COB)
4. WRITING
(CÁC BÀI VIẾT CHỈ MANG TÍNH CHẤT THAM KHẢO)
UNIT 1: A JOB OFFER EMAIL
TASK A
A. Selig and Lind Solutions is a multinational electronics company. The company is
looking for a new Project Manager to form a team to conduct a survey of Selig and
Lind’s customer service to retail outlets in six major Asian countries. Write a job
offer email to a successful candidate, considering the following information:
Candidate: Emma McGonagall
Job position: Project Manager
Company name: Selig and Lind
Start date: 25 August.
Accept the offer by 15 August.
Sender Name: Emily Harris
Sender Job title: Head of HR
Mail/phone: emharris@seliglind.com/041 246 9273
Suggested answer 1
Dear Ms. McGonagall,

Congratulations on your offer from Selig and Lind! We are delighted to offer you the
Project Manager with a start date of 25 August.
As discussed during the interview, please find attached your detailed offer letter. If you
choose to accept this offer, please sign, scan, and email your letter to me at
emharris@seliglind.com by the end of this week – 15 August.

Please find attached the company policies and benefits for your preference.

In the meantime, please feel free to contact me through email or by calling me directly at
041 246 9273 if you have any questions or concerns.

We look forward to hearing from you and hope you’ll join our team!
Best regards,
Emily Harris
Head of HR
Suggested answer 2

Dear Ms. McGonagall,

I am thrilled to extend to you an official offer for the position of Project Manager at Selig
and Lind Solutions. We are confident that your expertise and enthusiasm will be
invaluable to our team. Your start date will be on the 25th of August.
Enclosed, you will find your detailed offer letter outlining the terms and conditions of
your employment. We kindly ask that you review, sign, and return the letter to me via
email at emharris@seliglind.com by the 15th of August to confirm your acceptance.
Additionally, I have attached information regarding our company policies and employee
benefits for your convenience. Should you have any questions or require further
clarification, please do not hesitate to reach out to me either through email or by phone at
041 246 9273.
We are excited about the prospect of you joining our dynamic team and contributing to
our ongoing success in the Asian market.
Looking forward to your positive response.
Best regards,
Emily Harris
Head of HR
TASK B
B. You are Emma McGonagall. Write an email reply to the job offer:
B.1. Decline
Dear Ms. Harris,
Thank you for offering me the position of Project Manager at Selig and Lind. After
careful consideration, I regret to inform you that I must decline the offer.
I truly appreciate the time and effort invested in the interview process and hold your
company in high regard. However, I have decided to pursue opportunities that better
align with my long-term career goals.
I apologize for any inconvenience caused by my decision, and I genuinely wish you and
the team at Selig and Lind continued success.
Thank you for your understanding.
Best regards,
Emma McGonagall
B.2.1 Accept
Dear Ms. Harris,
I am waiting to accept the position of Project Manager at Selig and Lind. Thank you for
this opportunity. I look forward to joining the team.
I am impressed by the company's commitment to innovation, the positive work
environment, and the opportunities for growth and development. I have carefully
reviewed the employment agreement and agree with the terms and conditions outlined. I
will sign the agreement and provide any additional documentation or information
required for onboarding by August 25.
Please let me know if there are any final steps I need to take before that date. Thank you
again.
Best regards,
Emma McGonagall
B.2.2 Accept
Dear Ms. Harris,
I am delighted to accept the position of Project Manager at Selig and Lind company.
Thank you for this wonderful opportunity. I am eager to join the team and contribute to
our collective success.
I am highly impressed by the company's dedication to innovation, the positive work
environment, and the extensive opportunities for professional growth and development.
After reviewing the employment agreement, I am pleased to confirm that I agree with the
terms and conditions outlined. I will sign the agreement and provide any conditional
documentation or information required for onboarding by August 25.
Please let me know if there are any additional steps I need to complete before my start
date. Thank you once again for this opportunity.
Best regards,
Emma McGonagall
UNIT 5: AN INVITATION LETTER

TASK
As Chairman of WECARE Foundation, write a letter to invite Oliver Jackson (a
renowned businessman) to the annual fund - raising banquet. Your email should
include the following parts and details.
1. Background information
- Name: WECARE Foundation (private nonprofit organization)
- Established: 10 years ago
- Missions:
• promote the development of young people in achieving their full physical and
intellectual potential (tiềm năng trí tuệ)
• educate the public about the importance of being responsible citizens (những công
dân có trách nhiệm)

2. Invitation
- Place: Springfield Hotel, 154 Sussex Gardens, Hyde Park, London
- Time: Thursday, December 24, from 8pm
- Objectives: raising $1,000,000 to
• upgrade the equipment at the local Children’s Medical Center
• provide scholarships for five needy Springfield High School students
• recruit volunteers for forthcoming charity events

3. Call to action
- RSVP by December 17 (RSVP là viết tắt của một cụm từ tiếng Pháp, là "Répondez
s'il vous plaît", với ý nghĩa là "Vui lòng trả lời, xác nhận". Cụm từ này thường xuất
hiện ở cuối các văn bản đề nghị, các thiệp mời,...)
Suggested answer 1
Dear Mr. Jackson,

Re: Invitation letter for a fundraising banquet

As you may be aware, WECARE Foundation is a private nonprofit organization

which was established 10 years ago. Our mission is to promote the development of young
people in achieving their full physical and intellectual potential. In working
to achieve this aim, we also strive to educate the public about the importance of being
responsible citizens of the world.

On behalf of WECARE Foundation, I am honored to invite you to the annual fund-

raising banquet, which will be held at Springfield Hotel, 154 Sussex Gardens, Hyde Park,
London on Thursday, December 24, from 8pm. This year, our expectation is to raise
$1,000,000 to upgrade the equipment at the local Children’s Medical Center. With this
financial support, we will provide scholarships for five needy Springfield High students,
who are not otherwise able to afford a college or university. Besides, we also wish to take
this opportunity to recruit volunteers for our forthcoming charity events.

Kindly RSVP by December 17. I look forward to hearing from you / We would
appreciate your presence in the occasion.

Yours sincerely / Regards,

Vincent Bolloré
Chairman
WECARE Foundation
Suggested answer 2
Dear Mr. Jackson,
I am writing to extend a heartfelt invitation to you on behalf of WECARE Foundation-a
private nonprofit organization, which was establíhed 10 years ago. Our mission is to
promote the development of young people in achieving their full physical and intellectual
potential. In addition to this, our foundation diligently works to educate the broader
community about the importance of being responsible
It is with great pleasure that we invite you to join us at our annual fundraising banquet, an
event that serves as a cornerstone in our efforts to further our mission. This distinguished
occasion will take place at the Springfield Hotel, situated at 154 Sussex Gardens in the
serene vicinity of Hyde Park, London onThursday, December 24th, commencing at 8
p.m. This year, our primary objective is to raise $1,000,000 in funds. Firstly, we will
upgrade the essential equipment at our local Children’s Medical Center. Additionally, we
aim to extend a helping hand to five deserving students from Springfield High School by
awarding scholarships. Furthermore, we are eager to offer an opportunity to join our
network of volunteers, we want to recruit volunteers for forthcoming charity events.
In anticipation of your attendance, we kindly request that you RSVP by December 17th,
allowing us to make necessary arrangements for your participation.
Your presence at this event would be truly appreciated, and we earnestly hope to have the
honor of welcoming you to our banquet.
Warm regards,
Vincent Bolloré
Chairman

WECARE Foundation
Suggested answer 3
Dear Mr. Jackson,
On behalf of WECARE Foundation, I am delighted to extend an invitation to our annual
fundraising banquet. Established ten years ago, our foundation is dedicated to
empowering young individuals to reach their full potential and educating the public about
global citizenship.
The event will take place at the Springfield Hotel, 154 Sussex Gardens, Hyde Park,
London, on Thursday, December 24th, starting at 8 p.m. We aim to raise $1,000,000 to
upgrade equipment at the local Children’s Medical Center, provide scholarships for five
students in need from Springfield High School, and recruit volunteers for future charity
events.
Kindly RSVP by December 17th. Your presence would be greatly appreciated as we
strive to make a difference in our community.
Warm regards,
Vincent Bolloré

Chairman
WECARE Foundation
Suggested answer 4
 Dear Mr. Jackson,

I am writing to extend a heartfelt invitation to you on behalf of WECARE Foundation - a

private nonprofit, which was established 10 years ago. Our mission is to promote the
development of young people in achieving their full physical and intellectual
potential. In addition to this, our foundation diligently works to educate the public
about the importance of being responsible citizens.

On behalf of WECARE Foundation, I am honored to invite you to the annual fund -

raising banquet, which will be held at Springfield Hotel, 154 Sussex Gardens, Hyde
Park, London, on Thursday, December 24, from 8pm. This year, our expectation is to
raise $1,000,000. With this financial support, we will upgrade the equipment at the
local Children’s Medical Center. Additionally, we want to provide scholarships for
five needy Springfield High School students, who are not able to afford a college or
university. Furthermore, we wish to take this opportunity to recruit volunteers for our
forthcoming charity events.

Kindly RSVP by December 17. Your presence would be appreciated in our community.

Your sincerely,
Vincent Bolloré
Chairman
WECARE Foundation
5. READING
UNIT 1: What is a business? Types and sizes of businesses
A. The term business refers to an organization engaged in commercial, industrial, or
professional activities. The purpose of a business is to organize some sort of economic
production of goods or services. Businesses can be for-profit or non-profit organizations
serving a charitable mission or social purpose. Businesses range in scale and scope from sole
proprietorships to large, international corporations. The term business also refers to the
efforts and activities undertaken by individuals to produce and sell goods and services for
profit.
B. Businesses often require business plans before operations begin. A business plan is a formal
document that outlines the company's goals and objectives and lists the strategies and plans
to achieve these goals and objectives. Business plans are essential when you want to borrow
capital to begin operations. Most businesses operate to generate a profit, commonly called
for-profit. However, some businesses that have a goal to advance a certain cause without
profit are referred to as not-for-profit or nonprofit. These organizations may operate as
charities, arts, culture, educational, recreational enterprises, or social services organizations.
Business activities often include the sale and purchase of goods and services. Business
activity can take place anywhere, whether that's in a physical storefront, online, or on the
 roadside. A company often defines its business by the industry in which it operates, which is
a group of similar businesses that produce or provide related goods or services. For example,
the real estate business, advertising business, or mattress production business are examples
of industries.
C. Businesses are commonly classified and generally structured as:
 Sole Proprietorship: It is owned and operated by a single person. There is no legal
separation between the business and the owner, which means the tax and legal liabilities
of the business are the responsibility of the owner.
 Partnership: A partnership is a business relationship between two and more people who
together conduct business. Each partner contributes resources and money to the business
and shares in the profits and losses of the business. The shared profits and losses are
recorded on each partner's tax return.
 Corporation: A corporation is a business in which a group of people acts as a single
entity. Owners are commonly referred to as shareholders who exchange consideration for
the corporation's common stock.
 Limited Liability Company (LLC): A limited liability company is a business structure in
the U.S. that protects its owners from personal responsibility for its debts or liabilities.
Limited liability companies are hybrid entities that combine the characteristics of a
corporation with those of a partnership or sole proprietorship.
D. The size of a business typically depends on its employee number.
 Small businesses
- Small owner-operated companies are called small businesses.
- Commonly managed by one person or a small group of people with less than 100 employees.
 Mid-size businesses
- A medium-sized company is defined as one with 100 to 249 employees or $10 million to less
than $1 billion in annual gross sales.
 Large businesses
- Large businesses commonly have 250 or more employees and generate more than $1
billion in gross receipts.
E. Businesses are the backbone of an economy due to their significant contributions and vital
role in driving economic growth and development as they serve as engines of job creation,
innovation, wealth generation, competition, and economic growth. Also, businesses provide
products and services that can be purchased by individuals and other companies. Overall,
businesses drive economic growth, boost productivity, and contribute to the well-being of
individuals and societies.

B. Read the text again and answer these questions.

1. What is the purpose of a business?
The purpose of a business is to organize some sort of economic production of goods or
services.
2. What are the main components of a business plan?
The business plan outlines the company’s goals and objectives and lists the strategies
and plans to achieve these goals and objectives.
3. How does a business define its business?
A company often defines its business by the industry in which it operates, which is a
group of similar businesses that produce or provide related goods or services.
4. What is the difference between for-profit and non-profit businesses?
For-profit businesses operate to generate profit. Non-profit businesses have a goal to
advance a certain cause without profit.
5. How are the profits and losses of a partnership recorded?
The profits and losses of a partnership are recorded on each partner’s tax return.
6. What is the term for the owners of a corporation?
Shareholders
7. How is a small business defined in terms of employee number?
Small businesses are commonly managed by one person or a small group of people with
less than 100 employees.
8. How do businesses contribute to the economy?
Businesses have significant contributions and vital role in driving economic growth and
development. Also, businesses provide products and services that can be purchased by
individuals and other companies.
UNIT 2: How is work organized?
In the first half of the 20 century, organizations tended to be controlled in rigid
hierarchies. In this type of structure there is one person at the top, the managing director
or chief executive officer (CEO). There might be many layers of management.
Information and orders are passed down through the layers. Typically, the company is
divided into functional areas, such as sales, marketing, finance, etc. Each area has a
manager in charge of a group of workers. Until recently, this arrangement was often
accompanied by a division of labour at the lower levels. This means that each job is
divided into clearly defined segments which can be carried out with little skill or training.
However, there are a number of problems with large, traditional hierarchies. First of all,
communication is often poor. Messages have to travel down from the top, and
information from the bottom may never reach the top at all. Secondly, these systems
often do not encourage people to take responsibility for the quality of their work or to use
their initiative. Finally, companies with these structures may find it difficult to adapt to a
changing business environment quickly.
As a result, some companies have moved towards flatter hierarchies, as recommended by
Tom Peters in his book Thriving on Chaos (1987). In other words, they have 'delayered",
getting rid of people in the middle levels of management. In addition, many companies
have adopted a team approach, with several people working together on a task.
However, different types of company may need different types of organizations. For
example, a traditional hierarchical structure is particularly appropriate for large
government bureaucracies, where things need to happen according to fixed rules. This
structure also suits big transport companies where, for safety purposes, people need to be
trained to work according to strict standards. As Charles Handy points out, in this kind of
structure everyone has a precise job description. There are routines, rules and procedures,
and clear lines of management so everyone knows what should happen and there are no
surprises.
There are other possible ways in which organizations can be structured. For instance,
according to Handy, in the club' structure, one individual leads a small group of perhaps
20 people. The leader chooses people who share her beliefs and values, and so the
organization reflects the leader's personality. It is just like a club. The leader is like a
spider at the centre of its web. There is a high level of trust, and communication is easy
and informal because everyone knows what everyone else thinks. Communication lines
are very short so these organizations can react quickly to change or new opportunities.
However, if the leader is weak or leaves, the organization can disintegrate. This type of
structure can be seen in new businesses or the art world or in politics.
In the 'task' structure, several people work together as a team, using their different skills.
There is little hierarchy but a lot of cooperation and discussion. Leadership of the teams
can change from task to task. This structure is suitable for advertising agencies or product
development, where there is a problem to solve. However, it is less useful for simple jobs
because teams can be expensive and time-consuming.
Finally, a 'person' structure can be found where there is a group of people who are
experts in their field. They usually work individually rather than as a team. However, the
experts also need administrators to help them. The administrators - often called
secretaries or clerks - do not have any control over the professionals, and so an
organization with a person structure may be quite difficult to manage. This type of
organization called a practice is often used by groups of doctors or lawyers.
Of course, in real life, organizations rarely have just one structure. In fact, most are a
mixture of two or more types. But a hundred years ago, managers believed there was only
one way to run all organizations, and that is certainly no longer the case.
 UNIT 3: McGregor’s Theory X And Theory Y
Theory X
Theory X indicates the traditional approach to managerial motivation and control. It
represents an old stereotyped and authoritarian management style of motivation.
The negative assumptions of human behavior show the traditional mechanization of
people and processes. The world is supposed to be full of unskilled workers, and to
manage them is largely a matter of strict supervision. Management merely thinks of
catering to their physical and safety needs with some benefits, keeping the threat of
punishment in case of need. Theory X suggests that threats of punishment and strict
control are the ways to manage people.
The assumptions have been challenged because employees are treated merely as a
product of production. McGregor suggested an autocratic style of leadership. He felt that
management by direction and control is a questionable method for motivating such
people whose physiological and safety needs have been satisfied and whose social,
esteem and self-actualization needs are important.
In his own words, the "carrot and stick" theory of motivation which goes along with
Theory X works reasonably well under certain circumstances. The means for satisfying
man's physiological and safety needs can be provided or withheld by management.
Employment is such a means, and so are wages, working conditions, and benefits. By
these means, the individual can be controlled so long as he is struggling for subsistence.
Man tends to live for bread alone when there is little bread. But the 'carrot and stick'
theory does not work at all once the man has reached an adequate subsistence level and
after that he is motivated primarily by higher levels of needs.
Theory Y
After challenging the validity of Theory X, MeGregor developed an alternative theory of
human behavior which is known as Theory Y. This theory assumes that people are not
unreliable and lazy by nature. If they are properly motivated, they could really be
creative. The main task of the management is to unleash the potential in the employees.
An employee who is properly motivated can achieve his goals by directing his own
efforts and, thus, he can help in accomplishing the organizational goals.
Theory Y assumes that goals of the organization and those of the individuals are not
necessarily similar. The basic problem in most of the organizations is that of securing
commitment of workers to organizational goals. Workers' commitment is directly related
to the satisfaction of their needs.
Thus, this theory places emphasis on satisfaction of the needs of the workers. It does not
rely heavily on the use of authority as an instrument of command and control. It assumes
that workers exercise self-direction and self-control in the direction of the goals to which
they feel themselves committed. Because of these reasons, 'Theory Y' is realistic and
frequently used at different levels in most of the organizations.
McGregor cited a few practices wherein the subordinates are given a freedom to direct
their activities, to assume responsibility and, importantly, to satisfy their egoistic needs.
These practices include decentralization and delegation, job enlargement, participation
and consultative management, and management by objectives.

A. Decide whether these statements are True (T) or False (F).

1. Theory X assumes that managerial motivation and control should
follow a traditional approach. T (X para 1)
2. Theory X describes employees as unskilled workers who need strict
supervision and should be managed through threats of punishment and
strict control. T (X para 2)
3. Theory Y states that people are inherently unreliable and lazy. F (Y para 1 L2)
4. Theory Y emphasizes the satisfaction of workers’ needs and relies much on authority
as a means of command and control. F (Y para 3 L1, 2)
5. Theory Y recognizes that workers can exercise self-direction and self-control in
pursuing goals they are committed to. T (Y para 3 L2, 3)

B. Answer these questions.

1. According to Theory X, what kinds of employees’ needs do managers satisfy?
Physiological and safety needs (The means for satisfying man's physiological and safety
needs can be provided or withheld by management. )
2. How does Theory Y differ from Theory X in terms of human nature?
This theory assumes that people are not unreliable and lazy by nature (After challenging
the validity of Theory X, MeGregor developed an alternative theory of human behavior
which is known as Theory Y. This theory assumes that people are not unreliable and lazy
by nature. )
3. When does the ‘carrot and stick’ theory of motivation work well?
When individual is struggling for subsistence
4. According to theory X, how should people be managed?
Threats of punishment and strict control
5. What are some ways management can control individuals according to
McGregor?
Threats of punishment and strict control, decentralization and delegation, job
enlargement,participation and consultative management, and management by objectives

UNIT 4: Change or die!

The challenge of new technology

Although we live in a time of technological change, the impact of new technology

on business is nothing new. Technology has always been an important aspect of the
macro-environment that is outside the control of companies. For example, in the 18
century in England - the beginning of the period known as the Industrial Revolution-
several inventors made machine tools for working with steel which allowed others to
make industrial machines. Mechanization enabled new production methods, which not
only radically changed manufacturing but also society.
New technologies have also always brought with them both opportunities and
threats. In the industrial revolution in England, many people made their fortunes through
the establishment of companies that exploited the new technology, and great advances in
living standards for people were achieved, particularly in western Europe and north
America. Unfortunately, there were also less positive social and political repercussions.
For example, in the textile industry, the 'flying shuttle', invented by John Kay in 1733,
resulted in increased production from a single machine, and so reduced the number of
workers needed. This device was very much disliked by workers because of their fear of
becoming unemployed, and, in 1755, Kay was attacked and one of his machines
destroyed by an angry crowd. However, many people realized that this invention would
make cloth cheaper and more available, and would therefore actually improve people's
lives.
Another example was Richard Arkwright's (1732-1792) spinning machine. This machine
changed spinning from a cottage industry to factory-based production since it required
mechanical power to operate. Some people saw this development as a huge opportunity
for expansion of the industry, but others feared for their jobs. These people rioted and
broke up the new labour-saving machinery. Clearly, they could not see that the machines
would ultimately create new types of jobs, rather than reduce labour needs. These men
were known as 'Luddites". a term which is still used today for people who refuse to
accept new ideas or technology.
The industrial revolution of the 20 and 21 centuries has been in information
technology. The use of computers in partnership with telecommunications has resulted in
a faster exchange of information so businesses can quickly take account of developments
within their operating environment. In addition, the Internet is having a profound impact
on the marketing mix strategy of organizations through new distribution and purchasing
methods (consumers can now shop 24 hours a day comfortably from their homes). While
the new 'dotcom' companies are exploiting these new techniques, older companies are
now having to adapt or lose their market shares.
The new technologies are developing incredibly fast. The product life cycle of
some items, computer software for example, has shortened to less than a year. Obviously,
this means that it is extremely important for companies to take technology's rapid
advances into account and respond to changes if they wish to gain competitive advantage.
Companies which are slow to react are likely to go out of business. However, as
Rosabeth Moss Kanter, one of the world's leading business thinkers, points out in her
book Evolve!, human relationships remain the key to business success, even in the digital
age.

Read the text again and answer the following questions:

1. What is the main topic of this article?
2. What was one negative reaction to the industrial revolution in England?
3. Who was Richard Arkwright and what machine did he invent?
4. How has new technology affected human relationships according to Fintech?
5. What is one benefit of companies using computers in partnership with
telecommunications as mentioned in this article?
6. How do “adopt” companies exploit “new technology” according to this article?

The answers:
1. The main topic is the impact of new technology on business and the necessity for
adaptation.
2.One negative reaction was that many people lost their jobs due to the establishment of
new production methods.
3.Richard Arkwright invented the spinning machine, which changed spinning from a
cottage industry to factory-based production.
4. New technology has made human relationships the key to business success, even in the
digital age.
5.It results in a faster exchange of information so businesses can quickly take account of
developments within their operating environment.
6.They are exploiting it by comfortably continuing their operations while having access
to their market share.
UNIT 5: How marketing is being reborn in the digital age (by Steve Denning)
In 1954, the legendary management guru, Peter Drucker, declared that because the
purpose of a firm is to create a customer, (1) marketing was one of only two basic
functions of an organization, along with innovation. For more than half a century after
that, marketing had to travel a long, hard road.
Most business owners did not accept that creating customers was the purpose of a firm.
They saw marketing as a cost center, with difficult-to-justify costs and hard-to-measure,
intangible benefits.(2) Marketing was seen as an expense, not an investment. (3)
Marketing came to be viewed as a means of selling with interruptive, repetitive, and
annoying ads, that attempted to force customers to submit. The results were
incremental at best. As a result, Chief Marketing Officers had the shortest tenure in the
C-suite.
Yet there is now good news. In his book Exponential: Transform Your Brand by
Empowering Instead of Interrupting (McGraw Hill, January 2022), Jeff Rosenblum
discusses the positive impact of digital technology on marketing. He emphasizes that (4)
marketing is experiencing a rebirth and is now capable of creating exponential
benefits, not just incremental sales gains.
Rosenblum identifies six crucial steps in becoming an exponential brand.
1. Establish a clear purpose for the firm: The problems in marketing are often caused by a
lack of understanding of the firm's purpose. Moving away from maximizing shareholder
value and toward co-creating value for customers is crucial. By prioritizing the customer,
marketing can effectively create inspiring content and meaningful experiences.
2. Focus on behavior and culture: Embracing transparency goes beyond eliminating bad
behavior. It requires a fundamental shift in corporate behavior and culture. Before
focusing on external messaging, firms should prioritize purpose, behavior, and culture.
Brands that do this achieve exponential growth.
3. Create content that guides the consumer journey: To improve the customer experience,
brands need to remove conflicts and understand their emotional and functional needs at
each step. By doing so, brands can promote their messages more effectively than
traditional advertising.
4. Showcase how the firm improves customers' lives: Effective advertising doesn't have
to be about saving the world. Customers simply want their lives to be improved in small
ways. Brands can focus on making life more enjoyable, convenient, affordable, or
meaningful. The key is finding an authentic and valuable place in customers' lives.
5. Shift messaging to immersive content: Advertising is not dead; it just needs to be
redefined. Instead of interruptive messages, brands should focus on immersive content
and experiences. Interruptive advertising may attract customers, but it doesn't guide them
through the sales funnel. Immersive content is essential for success.
6. Enable co-creation of value: The revolution in communication is about shifting from
one-way communication to interactive, synchronous communication. Consumers now
have a voice and brands should listen. By responding to consumer feedback and
optimizing products, content, and experiences, brands can co-create value with their
customers.

B. Read the first three paragraphs of the article and answer these questions.
1. What did Peter Drucker declare as two basic functions of an organization?
Marketing and innovation
2. In the past, how did business owners often perceive marketing?
As an expense rather than an investment
3. Previously, what did marketing use to make customers buy products or services?
Interruptive, repetitive, and annoying ads
4. What positive impact does digital technology have on marketing, according to Jeff
Rosenblum?
The ability to create exponential benefits, not just incremental sales gains

C. Read the rest of the article again and decide whether these statements are True
(T) or False (F).
1. Maximizing shareholder value is crucial in marketing. F (para 4 L2,3)
2. Prioritizing the customer can help in creating inspiring content and meaningful
experiences. T (para 4 L3,4)
3. Embracing transparency requires a fundamental shift in corporate behavior and culture.
T (para 5 L1,2)
4. Brands should prioritize external messaging before focusing on purpose, behavior, and
culture. F (para 5, L2, 3, 4)
5. Traditional advertising is more effective than promoting messages through
understanding customer needs. F (para 6, L3)
6. Effective advertising focuses on improving customers’ lives in small ways. T (para 7,
L2, 3, 4)
7. Interruptive advertising effectively guides customers through the sales funnel. F (para
8, L3, 4)
8. Shifting messaging to immersive content can be essential for success in marketing. T
(para 8, L2)
9. The revolution in communication is solely about one-way communication. F (para 9,
L1, 2)
10. In the revolution of communication, consumers do not have a voice. Therefore,
brands should not listen to their feedback. F (para 9, L2,3)

UNIT 6: The product is the key!

Central to the marketing mix is the product itself. Clearly, as well as
understanding its target markets, a company must be fully aware of the qualities of its
products. Thus an important part of what a company must do before it can draw up a
marketing strategy is to assess the potential success of its merchandise. Three of the
many ways in which a product can be analysed will be described here.
 Firstly, what is a product? One way to define a product is to look at it on three
different levels. To begin with, there is the product which you can touch, see, hear, and so
on. For example, if you buy a mobile phone, the actual product is the physical object-the
phone itself which you carry around with you. However, the tangible product includes
intangible benefits which are an important part of what you buy. In the case of the phone,
you can communicate with friends, family or work colleagues wherever you or they are.
You can also send text messages which are so useful that this benefit has played an
important part in the speed at which the mobile phone market developed. These
beneficial uses are known as the 'core product. Finally, a product often comes with
'extras' that may have to be paid for. Like the core product, the extras are also intangible
and include things such as warranties, customer support services and finance services.
These extras are known as the 'augmented product'.
Having defined the product, the company will also need to be aware of its
probable life cycle (PLC). For example, some goods, such as computer software, may
have a very short life- span, whereas other products, such as Coca-Cola, can carry on
selling well for many years. Understanding the likely life cycle helps a company to plan
its finance and manage its cash flow-when it may need to invest funds, for example, and
when income may grow or fall.
A business also needs to identify where a product is in its life cycle, once it has
been introduced. At what point, for example, will the market stabilize? If sales start to
fall, does this indicate a decline phase? If so, the company may have to take action to try
to extend the life-span of the product. There are many 'extension strategies' which can be
used, including developing new versions of a product, finding new markets, adding to the
brand range, rebranding and repackaging. For example, in 2000, Unilever introduced a
new shaving gel to extend its range of Lynx products for men; it relaunched Omo, a
laundry product, in Brazil and China; in the UK the name of the cleaning product which
was previously known as Jif was changed to Cif. Having taken these steps as part of an
integrated marketing approach, the company saw a satisfactory increase in revenue.
Finally, a company needs to carry out an analysis of its product portfolio. A well-
known method of doing this is the 'Boston Matrix', which evaluates products in terms of
their market share and the rate of growth of the market in which they are positioned. As
shown in Figure 1, there are four categories. A 'cash cow' has a large market share of a
market that is mature, or not growing. This means profits are good and investment can be
minimal. A 'star' product is obviously in a desirable position but it may continue to need
investment in promotion, and rivals will need to be defeated. A 'problem child' product
has a low market share of a growing market. It may well be profitable in the future, but
will need heavy promotion to ensure a larger market share. Finally, there is the 'dog'. This
has a low share of a market that is not growing - not an advantageous situation to be in.
The best thing to do with dogs is to sell them off!
 BÀI ĐỌC SAMPLE TEST
THE POWER OF CUSTOMER FEEDBACK
by Daniel Sokolovsky
One of the biggest mistakes companies continue to make today is thinking their service or
product is a one-size-fits-all solution. As a team of entrepreneurs and leaders with deep
experience in our industry we believe that customer feedback is crucial for delivering a
desirable product. Startups need to involve customers as partners in their innovation
journey and prioritize addressing customer pain points to drive business growth.

It's old-school thinking to brush off customer feedback thinking that you're the
expert and your client should just let you do your job. In fact, customer feedback is
invaluable for improving products and services. Instead of disregarding it, businesses
should integrate it into updates and refine their offerings to better meet customer needs.

Like many businesses, my company aims to grow with our customers. I've found that if
you take the time to build a customized solution for one of your clients based on their
feedback, they're more likely to stick around. You want to be the provider your clients
turn to when they need a solution like yours because they know you genuinely care about
their success. Their success is your success.

The faster you can build customer feedback into your service and product, the faster you
can outpace competitors. Fast innovation cycles are vital to keeping up with rapidly
changing market factors. By incorporating customer feedback into product updates, you
can respond swiftly to changing trends, consumer preferences and emerging technologies.

As a startup, we understand the risk customers take when choosing our company. By
taking the time to listen to our customers and then actively incorporating their feedback,
we're minimizing the risk of building a solution that misses the mark. A customer-
centric approach can help you avoid costly mistakes and ensures resources are
invested in developing features or functionalities customers truly value.

In conclusion, incorporating customer feedback into the product or service should be an

important aspect to every company, not just startups. And while it might seem stressful at
first to open up your company to constructive criticism, the payoff will be well worth it.

Read the text and choose the best answer for each question.
1. What is the significance of customer feedback for businesses?
a. It is outdated (lỗi thời) and irrelevant.(không còn phù hợp)
b. It fulfills customer demands. (đáp ứng nhu cầu của khách hàng)
c. It distracts (xao lãng) from the business's expertise.
d. It improves the supply chain management.
2. How does customizing solutions for clients contribute to building loyalty?
a. It has little impact on customer loyalty
b. It decrease customer dissatisfaction
c. It makes clients stay with the provider
d. It makes clients care about the company's success
3. What is the main idea of paragraph 4?
a. Winning competition
b. Building loyalty
c. Meeting customer needs
d. Reducing risk and cost
4. How does a customer-centric (khách hàng là trung tâm) approach benefit
startups?
a. It helps startups minimize the risk of going bankrupt.
b. It helps startups avoid serious mistakes.
c. It helps startups listen to their customers actively.
d. It helps startups invest resources in valued features.

Decide if each of the following statements is True, False, or Not Given.

5. Following up with customer complaints is a good way to address customer pain points
and drive business growth.
a. TRUE
o. FALSE
C NOT GIVEN
6. It's regressive (thụt lùi) when companies think they know everything and the silent
should just let them do their job.
a. TRUE
D. FALSE
C. NOT GIVEN
7. Fast innovation cycles are vital for keeping up with rapidly changing market factors.
a. TRUE
b. FALSE
C. NOT GIVEN
8. Incorporating customer feedback into the product or service is important to newly
established businesses only.
a. TRUE
b. FALSE
C. NOT GIVEN

Find an appropriate word from the text to complete the following sentences.
9. In e-commerce, there is a growing trend of offering customized products to cater to
the distinct tastes and needs of customers.
10. Our economy is in need of entrepreneurs who can successfully blend vision, risk-
taking, and resourcefulness to build sustainable businesses that contribute to their
communities and beyond.

6. SAMPLE TEST
LNK TÀI LIỆU (tài liệu TACN COB1 free)
7. TẶNG KHÓA HỌC MOS
LINK TÀI LIỆU (Tài liệu MOS 2019)