UNIT 19
I. READING
Read the following passage and choose one word in the box to fill in
each gap:
consumption storage marketing distribution inventories
engineering finished products transportation place sales promotion
In the past, the concept of marketing emphasized sales. The producer or
manufacturer made a product he wanted to sell. Marketing was the task of
figuring out how to sell the product. Basically, selling the product would be
accomplished by (1) ………… , which included advertising and personal
selling. In addition to sales promotion, marketing also involved the physical
distribution of the product to the places where it was actually sold.
Distribution consisted of transportation, (2) …………, and related services
such as financing, standardization and grading, and the related risks.
The modern marketing concept encompasses all of the activities mentioned,
but it is based on a different set of principles. It subscribes to the notion that
production can be economically justified only by (3) ………… . In other
words, goods should be produced only if they can be sold. Therefore, the
producer should consider who is going to buy the product, or what the
market for the product is before the production begins. This is very different
from making a product and then thinking about how to sell it.
(4) ………… now involves first deciding what the customer wants, and
designing and producing a product that satisfies these wants at profit to the
company. Instead of concentrating solely on production, the company must
consider the desires of the consumer, and this is much more difficult since it
involves human behavior. Production, on the other hand, is mostly an (5)
………… problem. Thus, demand and market forces are still an important
aspect of modern marketing, but they are considered prior to the production
process.
Because products are often marketed internationally, (6) ………… has
increased in importance. Goods must be at the place where the customer
needs them or brought there. This is known as place utility: it adds value to
a product. However, many markets are separated from the place of
production, which means that often both raw materials and (7) …………
must be transported to the points where they are needed.
Raw materials requiring little or no special treatment can be transported by
rail, ship or barge at low cost. Large quantities of raw materials travel as
bulk freight, but finished products that often require special treatment, such
as refrigeration or careful handling, are usually transported by truck. This
merchandise freight is smaller in volume and requires quicker delivery.
Merchandise freight is a term for the (8) ………… of manufactured goods.
Along all points of the distribution channel various amounts of storage are
required. The time and manner of such storage depends upon the type of
product. (9) ………… of this stored merchandise often need to be financed.
Modern marketing is therefore a coordinated system of many business
activities, but basically it involves four things: (i) selling the correct product
at the proper (10) …………, (ii) selling it at a price determined by demand,
(iii) satisfying a customer’s need and wants, and (iv) producing a profit for
the company.
Answer the following questions:
1. According to the text, what are two activities of sales promotion?
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2. What are aspects of distributions?
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3. How does modern marketing differ from the past ideas of marketing?
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4. What makes solving marketing problems more difficult than solving
production problem?
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5. How does the cost of rail freight compare with truck freight?
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II. Translation:
1. Advertising lets the sellers repeat a message many times, and it lets the
buyers receive and compare the message of various competitors. Large-
scale advertising by a seller says something positive about the seller’s
size, popularity, and success.
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2. Profits can be improved by increasing sales or reducing costs. Sales can
be increased by enlarging the company’s shares of the domestic market
and by entering foreign markets. These became the company’s current
marketing objectives.
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3. Segmentation of an organisation’s market is the foundation of a
successful marketing strategy. Instead of using a ‘one size fits all’
approach to marketing campaigns, use of a tailored marketing mix,
designed to suit more individual customer needs, should help to drive a
more personalised, relevant and a more effective marketing message
which is more efficient in terms of time, money and resources.
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4. It is possible to satisfy a range of customer needs with a relatively
limited product/service offering, by using different incentives,
promotional activities or product/service bundles. For example, digital
TV service providers offer a range of bundles and incentive plans based
on different customer usage, preferences and interests. The underlying
product/ service is the same, but its offering is adjusted to meet the needs
of different customer segments. This should help to increase focus on
that customer and ensure retention.
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5. Market Research (nghiên cứu thị trường) là một quá trình thu thập, phân
tích và diễn giải thông tin về thị trường gồm sản phẩm, dịch vụ, khách
hàng tiềm năng, khách hàng hiện tại, đối thủ cạnh tranh và môi trường
kinh doanh. Mục đích của nghiên cứu thị trường là giúp doanh nghiệp
hiểu rõ nhu cầu của khách hàng, phát hiện thêm các cơ hội kinh doanh
mới và lập chiến lược kinh doanh hiệu quả. Việc xác định vấn đề và các
mục tiêu nghiên cứu thường là bước khó nhất trong quá trình nghiên cứu
thị trường.
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6. Phải phát triển các chiến lược marketing để hỗ trợ cho các mục tiêu
marketing. Để tăng thị phần trong nước, công ty sẽ tăng lượng hàng hoá
sẵn có và xúc tiến hàng hoá của mình. Để thâm nhập vào thị trường nước
ngoài, công ty sẽ giảm giá bán. Đó là những chiến lược marketing khái
quát.
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7. Phân đoạn thị trường là quá trình phân chia thị trường mục tiêu thành
những nhóm nhỏ có đặc điểm giống nhau như tuổi tác, tính cách, hành
vi, tâm lý, vị trí, sở thích,... Thông qua phân đoạn thị trường, doanh
nghiệp sẽ tối ưu hóa những thông điệp truyền tải, những chiến lược
marketing cho từng nhóm để mang lại hiệu quả tốt nhất.
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8. Mỗi chiến dịch, hoạt động marketing khác nhau sẽ có mức độ tác động
riêng đến từng phân khúc khách hàng. Thị trường mục tiêu sẽ bao gồm
những nhóm khách hàng được phục vụ tốt nhất, tạo ra lợi thế cạnh tranh
khác biệt và mang lại lợi nhuận cao nhất cho doanh nghiệp. Do vậy để
tránh lãng phí ngân sách, doanh nghiệp sẽ lựa chọn một hoặc nhiều
nhóm khách hàng phù hợp để tập trung tiếp cận, gia tăng tỷ lệ chuyển
đổi.
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