Sinh viên được yêu cầu thực hiện các bước sau:

a. làm toàn bộ các bài sau của Unit 3 (bản thân viết tay đáp án lên bản in đề bài),
b. dịch sang tiếng Việt bài bài đọc 2.1 và 2.2 của Unit 3 (sau khi đã điền từ vào chỗ trống, và bản dịch
phải do chính bản thân viết tay)
c. dịch sang tiếng Việt bài bài đọc 3.1 và 3.2 của Unit 3 (bản dịch phải do chính bản thân viết tay),
d. nộp bài trên giấy vào đầu giờ buổi học thứ 4 cho giảng viên tại lớp,
e. đánh số trang và viết đầy đủ tên sinh viên trên từng trang bài nộp.

UNIT 3 - PRODUCT AND PROCESS

I. VOCABULARY

1.1. Read the definitions and choose the most suitable words.
1. the system of people and organizations that are involved in getting a product from
the place where it is made to customers
A. supply chain B. demand C. processing
2. the activity of being in charge of and controlling the process of getting a product
from the place where it is made to customers
A. supply chain B. supply chain management C. logistics
3. an amount or number of something, especially one that can be measured
A. quality B. quantity C. measurement
4. official or legal documents that are needed in order to prove something
A. paperwork B. materials C. documentation
5. the process of planning and organizing to make sure that resources are in the places
where they are needed, so that an activity or process happens effectively
A. logistics B. shipment C. Packaging

1.2. Match the words/phrases in the box with their definitions.There are THREE extra
words.
partner purchase rescue assemble

cash flow packaging end-user ship

1. to save a person, company, economy, etc. from financial failure

__ __

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2. a person or organization you are closely involved with in some way
__ __
3. to make something by joining separate parts together
__ __
4. material used for wrapping or covering goods to protect them
__ __
5. the person or organization that uses a product or service
__ __

II. TEXT COMPLETION

2.1. Choose the best word to fill each gap.
In 1991 the Council of Logistics Management (CLM), a prestigious professional
organization, defined logistics as “the process of planning, implementing, and (1)
_ the efficient flow and storage of goods, services and related information from
the point of origin to the point of consumption for the purpose of (2) to
customer requirements.”
There is another definition of logistics, the Seven Rs, which defines logistics as
“ensuring the availability of the right product, in the right quantity and the right
condition, (3) the right place, at the right time, for the right customer, at the
right cost.”
Although physical distribution was neglected in the past, it has been (4) more
attention in recent years, and the reasons for this new interest are closely tied to the
history of American business. At the (5) _ of the Industrial revolution in the
early 1800s, the emphasis was on production. A firm stressed its ability to decrease
the cost of production of each unit. In the early 1900s production started (6)
with demand, and businesses began to recognize the importance of sales. The term
‘logistics’ had first been (7) with its use by the military. During World War II
military forces made effective use of logistics models and forms of systems analysis
(8) that materials were at the proper place when needed.
1. A. controlling B. making C. consulting D. running
2. A. advising B. conforming C. convincing D. consulting

3. A. on B. in C. at D. with
4. A. sending B. packing C. delivering D. receiving

5. A. taking B. granting C. beginning D. booking

6. A. to follow up B. to catch up C. give up D. look up
7. A. associated B. effective C. useful D. available
8. A. to invite B. to control C. to manage D. to ensure
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2.2. Fill in the numbered blanks with the correct words/ phrases given in the box.
There are FOUR extra words.
cycle improvement replaced manage
expensive life influence lengths
maturity cheap modifying control

THE PRODUCT LIFE CYCLE

Products have a limited (1) _ ____________ , not only from the consumer's viewpoint,
but also as far as the producer is concerned. For example, a particular model of car
might last 5 years before production is stopped and it is (2) _ _ by a
completely new model. New inventions and technology have made many products
obsolete. Fashion can be another major (3) on the life of a product.
Some products survive because they now sell in different areas. Products, since they
have a limited life, all have a life (4) ....................... It is obvious that different products
last for different (5) _______________ of time but their life cycles have certain common
elements which can be described as the introduction, growth and
(6) ______ stages. The length of the product’s life cycle can often be extended by
(7) the product in some way and this is often done by companies to keep
their products on the market for a long period. Provided that the product remains
competitive, this can be much less (8) _____________ than developing a new model.

III. READING COMPREHENSION

3.1. Read the article and answer the questions below.
It is not easy for inventors to launch a new product on the market, especially when they
have to compete with large consumer products companies which have a marketing budget
of millions of pounds. Essentially, inventors have to carry out market research beforehand
in order to discover who might need or want their product, and what price they might be
prepared to pay. For a small company, the most effective marketing ploy is to demonstrate
the product to potential customers first, so that they know what they are buying. Focus your
marketing efforts on the customers you have and make sure to keep them happy and loyal.
If you can do that, you will discover that they talk about the product to other people, and

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word-of-mouth recommendation is the most cost-effective way of extending your customer
base.
Before undertaking costly promotional activities, such as printing brochures and taking out
advertisements, use your imagination to see if you can reach your target customers without
spending so much. Relatively cheap ways of marketing your product are through a(n)
website, handing out free samples at big events, and sending your product to journalists,
who, if the product interests them, may write an article about it in a magazine or newspaper.
All these activities will raise brand awareness.
Be ready to sell directly to customers, but, if your product is a consumer product, it is
worth approaching retail stores to see if they will store it.
 Questions
1. How much money do large consumer products companies invest in marketing?

2. Why do investors have to carry out market research?

3. What is the most cost-effective way of extending your customer base?

__ _ _ _ _ __
4. What are the cheap ways of marketing your products?

__ _ _ _ _ __
5. Why is it worth approaching your consumer product to retail stores?

__ _ _ _ _ __
3.2. Read the article below and decide whether the statements are True or False.
PRICING POLICIES
Whenever a product or service is made available for sale, one of the most important
decisions to be made is the one related to the price to be charged. To have no
coherent policy regarding price-merely to “think of a number” – is to invite trouble.
The basic point as far as pricing is concerned is to answer the question, “At what
level should we pitch our prices?” A relatively high price (in comparison to the
competition) indicates that the product has something special about it not found in
the other products. In other words, the customer is expected to pay a premium for

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the extra-special qualities to be found in the product. This also applies to services
like any form of maintenance or repair work. Unfortunately, it is a well-established
economic law that the higher the price, the lower the volume sold. Nonetheless, both
ends of the market can be equally profitable.
The question of discounts is important too. Some organizations offer discounts out
of habit, while others never give any kind of discount. A “quantity discount” can
attract customers: the more they buy, the lower the unit price. “Prompt-payment
discounts’ are another inducement to the customer (usually retailers), whereby if
payment is made quickly (say, within ten days), the amount payable is less than it
would normally be.
 True/False statements
True False
1 When a product or service is ready for sale, the most vital __ _ __ _
thing is to decide where to sell it.
2. A product with a relatively high price can indicate that it has __ _ __ _
something special about it compared to the competitors’
products.
3. The customer is expected to pay less for the extra-special __ _ __ _
qualities to be found in the product.
4 There are companies which never offer discounts.
__ _ __ _
5. With “Prompt-payment discounts”, if customers pay early,
__ _ __ _
the amount they pay will be less than it would normally be.

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