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Tiếng anh chuyên ngành kinh tế
Typology: Exercises
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Vocabulary : Basic marketing terms
Prices:
Because there was more competition, and because technology developed and allowed companies to change products to match what customers asked for
3. What did he say market-driven companies do? Work with companies, customers to understand their strategies, and adapt their products to fit them, and in this way try to create a new market 4. What's does McKenna mean when he decribes the old approach as ‘unresponsive’? The old approach is all about testing and marketing a company’s idea, rather than responding to a demand that comes from customers 5. Why has the main focus of company move first from finance to engineering, and then from engineering to marketing? Because the main demand on companies first changed from controlling costs to competing with other companies with similar products, and then to serving customers 6. What two negative descriptions of marketing does he reject? The two negative descriptions of marketing he rejects are fooling the customrer and falsifying the company’s image 7. What does he say about customer and marketien-driven companies? Market-driven companies integrate the customer into the design of the product 8. What is wrong with focusing R&D (research and develop) and creating.new products? If you focus on your R&D, you forget about the customer, the market and the competition 9. Whai is wrong with focusing on increasing marketing share? It is like fighting over crumbs rather than trying to own the whole market 10. Explain in your own words what he did describes at the real job or goal of marketing The real job or goal of marketing is to produce what customers need so well taht you control the entire market for your products Do you think Regis McKenna’s account of the role of marketing is realistic? Yes, I do. Would it work for all industries and market, or only particular ones? It would work for all industries and market because marketing become more and more essential, every sector needs marketing Glossary Word Form En meaning Vie meanin g Example Penetration n The successful of Sự thâm Japanes import
selling company’s or country’s products in a market or area nhập penetration has been increasing Elasticity n The degree to which a demand or supply is sensitive to changes in the price or income Độ co giãn Elasticity is widely used to study the impacts of change in commdity prices to the total revenue of manufacturers Differentiatio n n The action or process of differentiting Sự khác biệt Packaging can be a source of product differentiation Intermediary n A person who acts as a link between people to try to bring about an agreement or reconciliation Người trung gian Distributor is a intermediary between company and customers Retailer n A person or business that sells goods to the public in relatively small quantities for use or consumption rather than for sale Nhà bán lẻ The big supermarket have forced many independent retailers out of business Distinct a Recognizably different in nature from something else of a similar type Riêng biệt The patterns of spoken language are distinct from those of writing Attribute n A quality or feature regarded as a charactiristic or inherent part of something Thuộc tinh Flexibility and mobility are the key attributes of army Reliability n The quality of being trustworthy or of performing consistently well Độ tin cậy The car’s background gives me every confidence in its reliability Maturity n The state, fact, or period of being mature Trưởng thanh I admire their experience, maturity and strong work ethic Significantly adv In a sufficiently great or important way as to be worth of attention Đáng kể Energy bills have increased significantly this year Peak n The pointed top of Đỉnh cao In the peak of the
diameter of 1.1 mm Fixated a Focusing on something Chú tâm He is so fixated on work Agenda n A list of items to be discussed at a formal meeting Chương trinh nghị sự The government had its own agenda Crumb n A very small amount of something Mảnh vụn The budget provided few crumbs of comfort Concept n An abstract idea Ý tưởng What’s the concept of this campaign