UNIT 12 MARKETING

Lead-in
define v. to explain and describe the meaning and exact limits of something: xác định rõ
Your role in the project will be strictly defined (= limited to particular areas).
anticipate verb /ænˈtɪs.ɪ.peɪt/ to imagine or expect that something will happen: đoán trước
We don't anticipate any trouble.
create to make something new, or invent something: tạo ra
It's important to create a good impression when you meet a new client.
Vocabulary
middleman noun a person who buys goods from the company that has produced them and makes
a profit by selling them to a shop or a user: người môi giới, người trung gian
You can lower the price by cutting out (= avoiding the use of) the middleman
and buying directly from the factory.
intermediary noun someone who carries messages between people who
are unwilling or unable to meet: người trung gian
The police negotiated with the gunman through an intermediary.
attribute noun a quality or characteristic that someone or something has: thuộc tính, phẩm chất
Organizational ability is an essential attribute for a good manager.
penetrate verb to begin to sell products or services in a new area or to a new group of customers: thâm
nhập
The company is beginning to penetrate Asian markets.
skim the market to charge a high price for a new product in order to make as
much profit as possible before other similar products become available and prices fall: giá gạn kem
(giá trước cao sau thấp để thu lợi lúc đầu)
Reading: The product life cycle
life cycle noun the length of time that something lasts or can be used: vòng đời
stage noun a part of an activity, or a period of development: giai đoạn
The software is in the early stages of development.

1
maturity noun /məˈtʃʊə.rə.ti/ a stage in the development of a market or industry when it is not new
and is not likely to grow quickly in the future: thời kỳ sung mãn
decline verb /dɪˈklaɪn/ to go down in amount or quality; lessen or weaken: suy giảm
Her health declined quickly.
level off = to stay at a steady level of development or progress after a period of sharp rises or falls: ổn
định, trở nên thăng bằng
Sales have levelled off after a period of rapid growth.
economy of scale (economics) = the fact that as the amount of goods or services produced increases,
the cost decreases ≠ diseconomy of scale: kinh tế quy mô lớn

liquidate verb /ˈlɪk.wə.deɪt/ to cause a business to close, so that its assets can be sold to pay its debts
thanh lý
The company would have the strength to reorganize and not be forced to liquidate
penetrate verb /ˈpen.ɪ.treɪt/ to succeed in becoming part of an organization, etc. and working within it
thâm nhập
The company has succeeded in penetrating Western motorcycle markets.
skimming (Marketing) (also market-skimming pricing) the practice of setting the price for a new
product high at first in order to make as much profit as possible and then lowering it gradually to attract
more customers, for example when other companies create competition: cách gạn kem giá thị trường
Price skimming is used when a company has a unique product.
differentiate verb /ˌdɪf.əˈren.ʃi.eɪt/ to show or find the difference between things that are compared
phân biệt, dị biệt
Little now differentiates the firm's products from its rivals.
Reading: Marketing is everything.
- driven combining form (used to form adjectives) influenced or caused by a particular thing or
person: ảnh hưởng bởi
school noun group of artists, writers,
philosophers (= people with theories about existence) whose styles,

2
methods, or ideas are similar: trường phái
Her painting belongs to the Impressionist school.
willing adjective /ˈwɪl.ɪŋ/ to be happy to do something if it is needed, eager: sẵn lòng
He was quite willing to compromise.
willingness n. / willingly adv. / no verb
figure out someone/something — phrasal verb /ˈfɪɡ·jər/ understand someone or something, or
to find the answer to something by thinking: biết

Can you figure out how to open this?

unresponsive adjective /ˌʌn.rɪˈspɒn.sɪv/ not reacting in a quick or positive way to something không
nhạy, không phản ứng ≠ responsive adj / respond v./ response n.
pervasive adjective /pəˈveɪ.sɪv/ present or noticeable in every part of a thing or place tỏa khắp, thâm
nhập khắp/ pervade v./ pervasion n
Ageism is pervasive and entrenched in our society.
falsify verb /fɑːlsifai/to make false or incorrect, especially so as to deceive xuyên tạc, bóp méo, giả
mạo; falsification n.
The hypothesis is falsified by the evidence.
integrate verb /ˈɪn.tɪ.ɡreɪt/ to mix with and join society or a group of people, often changing to suit
their way of life, habits, and customs hợp nhất; integration n; integrative adj.
Transport planning should be integrated with energy policy
fixate verb /fɪkˈseɪt/ to think about something too much and find it difficult to stop nghĩ quá nhiều về;
fixation n. / fixative adj / fixated adj
He became fixated on the idea of a Third World War
He is fixated on things that remind him of his childhood.
mentality noun /menˈtæl.ə.ti/ a person's particular way of thinking about things tâm lý
I had inherited not only my father's blood but his bourgeois mentality as well.
Listening 1
bar (drinking place) noun : a place where drinks, especially alcoholic drinks, are sold and drunk, or
the area in such a place where the person serving the drinks stands: quầy
3
 There weren't any free tables, so I sat at the bar.
tactic noun /ˈtæk.tɪk/ a planned method for achieving a particular result: chiến thuật
I think we'll have to change our marketing tactics.
sample verb /ˈsæm·pəl/ to take or try a small amount of something: thử 1 lượng nhỏ
He sampled a little of each dish.
goblet noun /ˈɡɒb.lət/ a container from which a drink, especially wine, is drunk, usually made
of glass or metal, and with a stem and a base but no handles: cốc
foot traffic: the number of people who go into a shop or business in a particular period of time: số
lượng người đến cửa hàng
Foot traffic at stores across the country has declined this year.
visual adjective /ˈvɪʒ·u·əl/ relating to seeing: nhìn thấy
These animals have excellent visual ability/acuity.
to touch people: to cause someone to feel sympathetic or grateful: lay động
Your kindness has touched my family.
flyer: a small piece of paper advertising a product or event, which is given to a lot of people: tờ bướm
distribute/hand out/pass out flyers
Her job is to hand out flyers for the club on street corners.
to get a kick: to have a strong feeling of excitement and pleasure: cảm giác thích thú, vui sướng
We got a kick out of that show.
pamphlet noun /ˈpæmflət/ a few sheets of paper folded together
to form a thin magazine that contains information or
opinions about something: cuốn sách mỏng
She wrote the pamphlet, "Grow Your Own Vegetables."
smoothie noun /ˈsmuː.ði/ (drink) a thick, cold drink made from fruit and
often yogurt or ice cream, mixed together until smooth
Listening 2

4
publicity noun : the attention that a person, product,
or organization receives from newspapers, television, etc. when
something happens that people are interested in: quảng bá
get/receive/seek publicity The book didn't get much publicity when it was published.
journal noun /ˈdʒɜr·nəl/(magazine) a magazine or newspaper, esp. one that deals with
a particular subject: tạp chí chuyên đề
The Wall Street Journal
article: a piece of writing on a particular subject in a newspaper or magazine: bài báo
an article on Chinese art
keen adjective very interested in something or eager to do something: thích thú
keen to do sth The company is keen to expand beyond the UK.
hip adjective (knowing) knowing a lot about what the most modern fashions are, esp.
in music, social behavior, and styles of clothes: hợp thời trang, tối tân
hit the target: to reach a particular level or amount, especially a very high or very low one: đạt mục
tiêu
The company is very capable of hitting its targets well ahead of schedule.
effect: + used to describe a change that happens immediately or from a particular date: hiệu lực
She was appointed chief executive with immediate effect.
+ the result of a particular influence: tác dụng
have/produce an effect Anti-inflationary measures do not yet seem to be having any effect.
taste: the flavour of something, or the ability of a person or animal to recognize different flavours: mùi
vị
I love the taste of garlic.
pie /paɪ/ + a type of food made with meat, vegetables, or fruit covered in pastry and baked: bánh
nướng
Would you like some more steak pie?
+ a share of a market or the profits available from a business activity: miếng bánh (thị phần,
lời)

5
 The US advertising firm is investing heavily to get a bigger piece of the pie
in Eastern Europe.
fatal /ˈfeɪ.təl/ adjective very serious and having an important bad effect in the future: tai họa
He made the fatal mistake/error of believing what they told him.
crumb noun /krʌm/ a very small piece of bread, cake, or biscuit mảnh bánh vụn