University of Economics HCMC ESP MODULE 1

School of Foreign Languages

EXAM IN ENGLISH FOR BUSINESS 1

TIME ALLOCATED: 60 MINUTES

SECTION 1: LANGUAGE KNOWLEDGE (40 MARKS)

I. Choose one word from the box for each blank. (10 marks)

cutting-edge landscape fundamental globalization reputation monitor

differentiate in-depth loyalty ensure experienced consistency

Branding is a (1) … fundamental ………… aspect of marketing that involves creating a unique and
memorable identity for a product, service, or company. It involves the use of various elements such as
logos, design, messaging, and customer experience to (2) … differentiate ………… a business from
its competitors and leave a lasting impression on consumers. Effective branding goes beyond just a
visually appealing logo; it communicates the values, personality, and promises of a brand, fostering
trust and (3) … loyalty ………… among customers.
The process of establishing a successful brand is complicated and often presents challenges even for
(4) … experienced ………… marketers.One of the main challenges is to create a brand identity that
connects with the intended audience while remaining authentic to the core values of the business. This
requires (5) … in-depth ………… market research, understanding consumer behavior, and staying up
to date of industry trends. Additionally, maintaining (6) … reputation ………… across various
marketing channels and touchpoints can be challenging, especially as businesses expand their reach.
In today’s rapidly evolving digital (7) … landscape …………, another hurdle in branding is adapting
to shifting consumer preferences and behaviors. With the increasing influence of social media and
online reviews, brands must be agile in managing their online (8) … monitor ………… and engaging
with consumers in real-time. Moreover, (9) … globalization ………… has resulted in a broader range
of consumers, requiring brands to understand and address cultural differences and preferences to (10)
… ensure ………… their message is universally understood.

II. Choose the best answer. (30 marks)

11. A strong …………… is essential for a A. ethical practice

company to effectively communicate the B. social responsibility
unique benefits of its products or services to C. value proposition
potential customers. D. innovation progress
 16. Effective …………… in popular TV
12. Which of the following best defines a shows can significantly boost brand visibility
subsidiary in the context of business? and consumer recognition.
A. A company that focuses solely on A. product placement
marketing and advertising efforts B. product recall
B. A company that primarily deals with C. product life cycle
customer relations D. product feature
C. A company that operates independently 17. …………… development aims to meet the
of any parent company needs of the present without compromising the
D. A company that is at least 51% owned ability of future generations to meet their own
by another company needs.
13. Recognizing employees for their hard A. Economic
work and dedication can greatly contribute to B. Sustainable
maintaining high …………… in the C. Competitive
workplace. D. Innovative
A. prioritization 18. With its strategic location near major
B. output transportation hubs, the …………… plays a
C. morale pivotal role in facilitating face-to-face
D. prospectus meetings and presentations.
14. In today’s interconnected world, A. call center
employers often seek …………… candidates B. sales office
who can adapt to evolving technological C. warehouse
advancements and contribute to innovative D. service center
solutions. 19. The …………… leadership style often
A. tech-savvy involves a single individual making decisions
B. adaptable without seeking input from subordinates or
C. resourceful team members.
D. high-tech A. autocratic
15. When considering ……………, companies B. idealistic
need to ensure that the new products or C. democratic
services align with the core values and image D. decentralized
of the existing brand. 20. The appearance of …………… has
A. brand image revolutionized communication, enabling real-
B. brand identity time interaction and information sharing on a
C. brand stretching global scale.
D. brand awareness A. nanotechnology
B. genetic engineering external recognition.
C. social computing A. time blocking
D. sensor technology B. intrinsic motivation
21. The strategy of a …………… involves C. job security
concentrating efforts on a narrow market D. extrinsic motivation
segment, aiming to build a strong competitive 26. Effective communication with
advantage and customer loyalty. …………… is fundamental for building trust
A. market nicher and maintaining positive relationships within
B. market leader and outside an organization.
C. market challenger A. competitors
D. market follower B. stockholders
22. The company sought a famous athlete for C. shareholders
their product …………… campaign to deliver D. stakeholders
a message of athleticism and excellence. 27. High …………… can indicate underlying
A. bundling issues such as customer dissatisfaction or
B. endorsement intense market competition.
C. placement A. price elasticity
D. differentiation B. churn rate
23. Many small businesses begin as C. affiliate marketing
…………… due to the simplicity of formation D. customer retention
and the minimal regulatory requirements. 28. The candidate’s extensive …………… in
A. proprietorships data analysis and interpretation made them an
B. partnerships ideal fit for the research team.
C. corporations A. maturity
D. enterprises B. perspective
24. The incoming CEO aims to build on the C. expertise
successes of her …………… and further D. characteristic
elevate the company’s market position. 29. In supply chain management, ……………
A. visionary logistics operations ensure that different
B. successor components of the supply chain are aligned
C. collaborator and work together smoothly.
D. predecessor A. tangible
25. In the workplace, people driven by B. interruptive
…………… are more likely to experience a C. authentic
profound sense of fulfillment and satisfaction D. synchronous
from their accomplishments, independent of 30. Implementing …………… initiatives not
 only benefits the planet but can also result in B. versatile
cost savings and operational efficiencies for C. significant
businesses. D. sustainable
A. innovative

SECTION 2: LANGUAGE USE (60 MARKS)

I. Reading (20 marks)
THE POWER OF CUSTOMER FEEDBACK
by Daniel Sokolovsky
One of the biggest mistakes companies continue to make today is thinking their service or product is a
one-size-fits-all solution. As a team of entrepreneurs and leaders with deep experience in our industry,
we believe that customer feedback is crucial for delivering a desirable product. Startups need to
involve customers as partners in their innovation journey and prioritize addressing customer pain
points to drive business growth.
It’s old-school thinking to brush off customer feedback thinking that you’re the expert and your client
should just let you do your job. In fact, customer feedback is invaluable for improving products and
services. Instead of disregarding it, businesses should integrate it into updates and refine their
offerings to better meet customer needs.
Like many businesses, my company aims to grow with our customers. I’ve found that if you take the
time to build a customized solution for one of your clients based on their feedback, they’re more
likely to stick around. You want to be the provider your clients turn to when they need a solution like
yours because they know you genuinely care about their success. Their success is your success.
The faster you can build customer feedback into your service and product, the faster you can outpace
competitors. Fast innovation cycles are vital to keeping up with rapidly changing market factors. By
incorporating customer feedback into product updates, you can respond swiftly to changing trends,
consumer preferences and emerging technologies.
As a startup, we understand the risk customers take when choosing our company. By taking the time
to listen to our customers and then actively incorporating their feedback, we’re minimizing the risk of
building a solution that misses the mark. A customer-centric approach can help you avoid costly
mistakes and ensures resources are invested in developing features or functionalities customers truly
value.
In conclusion, incorporating customer feedback into the product or service should be an important
aspect to every company, not just startups. And while it might seem stressful at first to open up your
company to constructive criticism, the payoff will be well worth it.
Adapted from https://www.forbes.com/sites/forbesbusinesscouncil/2023/06/30/the-power-of-
customer-feedback/?sh=48db0f774c55
Read the text and choose the best answer for each question.
1.What is the significance of customer feedback for businesses?
A. It is outdated and irrelevant.
B. It fulfills customer demands.
C. It distracts from the business’s expertise.
D. It improves the supply chain management.
2. How does customizing solutions for clients contribute to building loyalty?
A. It has little impact on customer loyalty.
B. It decreases customer dissatisfaction.
C. It makes clients stay with the provider.
D. It makes clients care about the company’s success.
3. What is the main idea of paragraph 4?
A. Winning competition
B. Building loyalty
C. Meeting customer needs
D. Reducing risk and cost
4. How does a customer-centric approach benefit startups?
A. It helps startups minimize the risk of going bankrupt.
B. It helps startups avoid serious mistakes.
C. It helps startups listen to their customers actively.
D. It helps startups invest resources in valued features.
Decide if each of the following statements is True (T), False (F), or Not Given (NG).
5. Following up with customer complaints is a good way to address customer pain points and drive
business growth. T
6. It’s regressive when companies think they know everything and the client should just let them do
their job. T
7. Fast innovation cycles are vital for keeping up with rapidly changing market factors. T
8. Incorporating customer feedback into the product or service is important to newly established
businesses only. F
Find an appropriate word from the text to complete the following sentences.
9. In e-commerce, there is a growing trend of offering …desirable………… products to cater to the
distinct tastes and needs of customers.
10. Our economy is in need of ……experts……… who can successfully blend vision, risk-taking, and
resourcefulness to build sustainable businesses that contribute to their communities and beyond.
II. Writing (20 marks)
As Chairman of Culinary Arts Foundation (Joanne Bishop), write a letter to invite Bobby Flay
(a renowned chef) to a culinary festival. Your email should include the following parts and
details:
1. Background information
- Name: Culinary Arts Foundation (CAF)
- Established: 12 years ago
- Achievement: Become a reputable institution
- Missions:
 Promote culinary education and innovation
 Support aspiring chefs and food entrepreneurs through training and mentorship programs
2. Invitation
- Event: International Culinary Festival
- Place: Gourmet Gardens Convention Center, 456 Vine Street, Downtown, Miami
- Date: Friday, October 15, from 11am to 8pm
- Objectives:
 Showcase diverse global cuisines and culinary traditions
 Conduct live cooking demonstrations and interactive food tastings
 Host panel discussions on culinary trends and sustainable gastronomy
3. Call to action
- RSVP by September 25

III. Listening (20 marks)

Part 1: Listen to the recording and choose the correct answer.
1. What is pricing strategy primarily used for in marketing?
A. To create brand awareness
B. To attract investors
C. To generate sales and revenue
D. To design product packaging
2. How does the right pricing strategy benefit a business?
A. It guarantees a certain level of profit.
B. It leads to the growth of your business.
C. It ensures complete market dominance.
D. It eliminates the need for advertising.
3. What is the primary objective of penetration pricing strategy?
A. To attract target customers and build a customer base
B. To maximize short-term profits
C. To eliminate competition in the market
D. To maintain a high price point
4. What challenge may businesses face when employing price skimming?
A. Decreased competition
B. Limited customer interest
C. High initial production costs
D. Difficulty entering a crowded market
5. Which industries often use premium pricing strategy?
A. Food and beverage
B. Health and wellness
C. Fashion and technology
D. Automotive and manufacturing

Part 2: Listen to the recording and complete the summary below. Write ONE WORD ONLY
for each answer.
TYPES OF E-COMMERCE
 Business-to-Business (B2B)
- Involves businesses selling and purchasing products and services from each other.
- Example: An app (1) …development………… company selling apps to other businesses.
 Business-to-Consumer (B2C)
- Occurs when a customer buys a product or service from a business for direct (2) …
consumption………… .
- Widely popular for consumer purchases.
 Consumer-to-Consumer (C2C)
- Fosters (3) …commerce………… between private individuals in an online environment.
- Includes classified advertisements and online (4) …options………… like eBay.
 Consumer-to-Business (C2B)
- Involves consumers creating (5) …value………… for businesses.
- Methods include (6) ……refer……… programs, paid (7) …testimonials…………, and data
sharing activities.
 Business-to-Administration (B2A)
- Also known as Business-to-(8) …Government………… model.
- Involves private firms exchanging services and products with public agencies.
 - Example: A data protection business providing (9) …………… services to government websites.
 Consumer-to-Administration (C2A)
- Refers to (10) …transactions………… between individual customers and public administration
or government authorities.
This is the end of the test.