Van Lang University Session: Monday, Shift 3

Department of Foreign Languages

Class: 222_DNN0480_07
ENGLISH FOR MARKETING
Unit 1: Introduction to marketing and advertising
Discussion Group Report

Participants of Group 8:
1. Thái Hoàng Thông
2. Đoàn Thị Thảo Vân
3. Nguyễn Thị Hồng Vẹn
4. Nguyễn Lê Ngọc Trân

Contents
A. Market structure (page 12)
1. a. market leader
2. a. market challenger
3. b. market follower
4. c. market nichers
5. b. monopoly
6. c. oligopoly
7. a. cartel
8. a dominant-firm oligopoly
9. b. natural monopoly

B. Branding 1

10.1. Complete the crossword. Look at A and C opposite to help you

(Page 11)
Across
2. differentiate
3. own
5. generic
6. flagship
8. range
9. economy
Down
1. Branding
4. premium
7. leader

C. Branding 2
17.1 Read the notes made during a brainstroming sesstion on an
online supermarket’s brand platform, and say which part of the
brand platform they refer to. Look at A opposite to help you.
1. Friendly
2. Reliable
3. Brigh colors-funky, youthful look
4. Develop retention with special offers.
17.2 Match the examples (1-4) with the summaries (a-d). Look at C
opposite to help you
1. c
2. d
3. a
4. b

17.3 Decide if the sentences below are true or false, and correct the false
sentences. Look at A, B and C opposite to help you.
1. False
Correct: The brand tone of voice is an example of brand values.
2. True
3. True
4. True
5. False
Correct: Total branding refers to a consistent approach to brand
behaviour and brand experiences across all possible touchpoints –
wherever the comsumer has a brand experience: TV, out-of-home, at a
friend’s house, etc
6. True
D. Brand values
18.1
1. Freshness
2. Modernity
3. Naturalness
4. Pleasure

18.2
1. Flexibility
2. Simplicity
3. easy to use
4. knowledgeable
5. money
 18.3
1. Inspirational
2. Innovative
3. Luxury
4. Respected

The discussion comes to the end at 9 o’clock on the same day.