Tài liệu bổ trợ môn học Tiếng Anh thương mại – Quyển 2 =: EXERCISES ON BUSINESS ENGLISH – BOOK 2 / Nguyễn Quang Nhật, Ngo Thi Hanh Quyen

HO CHI MINH CITY UNIVERSITY OF BANKING

FACULTY OF FOREIGN LANGUAGES



EXERCISES ON

BUSINESS ENGLISH –

BOOK 2

Compiled and adapted by:

TS. NGUYEN QUANG NHAT

ThS. NGO THI HANH QUYEN

HO CHI MINH CITY, 07/2022

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This book is designed and compiled as a supplementary workbook for the subject

“English for Business English 2” at the Faculty of Foreign Languages, HCMC University of

Banking (HUB). It can also be used as a revision for specific terminology and new words of

some specialised topics in Business English, including e-marketing, branding, microfinance,

corporate social responsibility, and strategic planning. Upon the course completion, learners are

expected to be able to (1) classify key business-related terms, (2) use these terms appropriately in

the relevant contexts, (3) demonstrate their abilities to read and understand business texts, and

(4) apply the language skills developed throughout the course to do the assessment activities

effectively. Thus, the book could be exploited as a complement to the textbook “Business

Advantage Upper-Intermediate” by Handford, Lisbos, Koester, and Pitt (2011).

How to use the book

The book consists of five chapters devoted to special topics of Business English. Each

unit introduces theme-based language knowledge practice for specific business-related terms

(key term definitions and vocabulary practice), followed by practice for language use in the

wider contexts (passage completion and reading comprehension). These collected tasks are

chosen from a wide range of materials to provide a structured set of practice which helps course￾takers to consolidate the language work covered in the textbook and successfully apply their

knowledge to the assessment activities. Hence, lecturers could exploit each unit as follows:

+ use the key term definition sections to introduce new words prior to new lessons or use

them as pre-reading activities.

+ improve and broaden learners’ vocabulary and grammatical range in the vocabulary

practice section. These exercises cover the main grammatical structures plus key vocabulary and

phrases taught in the coursebook; therefore, they could be used as mini-tests, further practice, or

consolidated activities.

+ boost learners’ deeper understanding of the topics via passage completion and reading

comprehension sections. These tasks could be used for post-reading activities, discussions,

homework, or lesson revision

Hopefully, through their steady practice, learners will be able to do their assignments

effectively, thereby enhancing their lexical knowledge significantly.

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TABLE OF CONTENTS

CHAPTER 1: E-MARKETING 4

1.1. KEY TERM DEFINITIONS .......................................................................................4

1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING ............6

1.3. PASSAGE COMPLETION.......................................................................................10

1.4. READING COMPREHENSION ..............................................................................14

CHAPTER 2: BRANDING 23

2.1. KEY TERM DEFINITIONS .....................................................................................23

2.2. VOCABULARY PRACTICE ON BRANDING ......................................................25

2.3. PASSAGE COMPLETION.......................................................................................28

2.4. READING COMPREHENSION ..............................................................................32

CHAPTER 3: MICROFINANCE 41

3.1. KEY TERM DEFINITIONS .....................................................................................41

3.2. VOCABULARY PRACTICE ON MICROFINANCE.............................................42

3.3. PASSAGE COMPLETION.......................................................................................46

3.4. READING COMPREHENSION ..............................................................................50

CHAPTER 4: CORPORATE SOCIAL RESPONSIBILITY (CSR) 59

4.1. KEY TERM DEFINITIONS .....................................................................................59

4.2. VOCABULARY PRACTICE ON CSR....................................................................60

4.3. PASSAGE COMPLETION.......................................................................................64

4.4. READING COMPREHENSION ..............................................................................68

CHAPTER 5: STRATEGIC PLANNING 76

5.1. KEY TERM DEFINITIONS .....................................................................................76

5.2. VOCABULARY PRACTICE ON STRATEGIC PLANNING................................77

5.3. PASSAGE COMPLETION.......................................................................................80

5.4. READING COMPREHENSION ..............................................................................84

GLOSSARY 93

REFERENCES 101

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CHAPTER 1: E-MARKETING

SECTION 1. THEME-BASED LANGUAGE KNOWLEDGE

1.1. KEY TERM DEFINITIONS

Task 1: Match the following terms (A-J) with their corresponding definitions (1-10).

A. customer

cost

B. niche

market

C. mystery

shoppers

D. customer

satisfaction

E. customer

relationship marketing

F. web

optimization

G. market

penetration

H. website

marketing

I. customer’s

perception

J. market intelligence

1. the knowledge about the people or organizations who buy or will buy a product or service of

a company

2. a group of buyers with special needs, which may be profitable to sell to.

3. customer’s opinion of a business or a product and how they feel about a brand including

every direct or indirect experience

4. the process that companies can best design their website by making it fast and easy to

navigate so that the website can become easy to find via search engines

5. one of the 4Cs of marketing which discusses how much the customer has to pay for the

product

6. a type of marketing strategy which a company promotes its business web page in order to

bring in more visitors

7. the feelings when the customers get what they hope for and their expectations are met

8. a business process in which client relationships, customer loyalty and brand value are built

through marketing strategies and activities

9. a marketing strategy for setting a low price to sell a large volume of products and increase

the market share

10. the people sent by companies to shops, who pretend to be real consumers to see how the

company’s products are displayed, how sales people behave, etc.

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Task 1: Identify types of marketing and advertising activities based on the given definitions

(1-8) and the initial letters.

1. a type of marketing which encourages people to buy a

product or service in a way that people are not aware of this

marketing strategy

S __ __ __ __ __

MARKETING

2. the process of advertising and selling products on the

Internet, on a company website, or by email

E __ __ __ __ __ __ __ __ __

3. a company which only has online stores E __ __ __ __ __ __

4. a form of marketing where companies pay to increase the

visibility of their websites in search engine result pages

S __ __ __ __ __

ADVERTISING

5. a company which has both online and high-street stores B __ __ __ __ __ AND

C __ __ __ __ __ OPERATOR

6. a computer program which helps consumers find

information about a company on the internet

S __ __ __ __ __

E __ __ __ __ __

7. an advertising strategy which is used when a customer buys

one product, and that customer is recommended to buy

another product that may go with it

C __ __ __ __

P __ __ __ __ __ __ __ __

8. the process of gathering information about a market,

analysing it, and interpreting it

MARKETING

R__ __ __ __ __ __ __

9. a method of advertising which encourages web users to

pass on a marketing message to others, so that the message

spreads like a virus to many users

V __ __ __ __ MARKETING

10. printed or electronic information used to help encourage

people to buy a product

MARKETING

C __ __ __ __ __ __ __ __ __

11. a type of supplier exchange when firms receive order from

suppliers over the Internet, which is known as business-to￾business e-commerce

E__ __ __ __ __ __ __ __ __ __ __

12. a form of direct marketing which uses information of

customers to generate personalised communication in order to

promote a product or service for marketing purpose

D __ __ __ __ __ __ __

MARKETING

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1.2. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING

Task 3: Choose the correct words with suitable verb forms to fill in the blanks.

A. communicate B. promote D. broadcast E. sustain

F. adapt G. integrate H. transmit I. comment

1. Many insurance firms have configured their e-commerce platforms to support online

searching, online claim processing, and online _______, as well as online sales for some

products.

2. The company plans to roll out an online advertising campaign _______ their range of health

foods.

3. The extraordinary expansion of social media has brought about radical shift in the way

companies _______ with their customers.

4. Producing video advertising offers higher response rates, so it will be more successful in

raising and _______ brand awareness.

5. Television advertising is the best way _______ the image of the brand to our target audience.

6. Some marketing theorists believe that the 4Ps model is able _______ to the changing face of

marketing in the digital world.

7. The Board of Directors are aware of the company’s challenge which is to _______ Internet

technologies into the company’s marketing processes.

8. By _______ discount alerts on Twitter, Dell has generated more than $1m in sales.

Task 4: Fill in the blanks with the correct word forms.

1. Web _______ allows companies to present visitors with unique experiences tailored to their

needs and desires. (person)

2. For cost and efficiency reasons, personal selling is giving the way to telemarketing, call

centers, and _______. (market)

3. E-commerce _______ are usually developed by large firms whose size enables them to achieve

greater cost savings and efficiency gains. (apply)

4. ‘Convenience’ also includes key aspects of website design such as _______, layout, and ease of

purchase. (navigate)

5. Texas Instruments was able to cut its customer waiting time, which improved customer _______

of poor service. (perceive)

6. We see our brands as _______ of our new range of products – they represent our company in the

marketplace. (extent)

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7. From a customer’s point of view, brand gives us fast recognition but also an _______ of quality

and performance. (sure)

8. It’s important to develop a deep understanding of consumer _______ for each intended foreign

market. (behave)

Task 5: Choose the correct option for each sentence related to e-marketing and advertising.

1. There are many _______ of online marketing including better brand engagement, more cost

and time effectiveness, real-time results, etc.

A. strategies B. achievements C. advantages D. efficiencies

2. Online retailers try to lure customers away from their _______-and-mortar competitors.

A. traditional B. rock C. physical D. brick

3. As opposed to _______, micro-finance is a distinctly low technology business.

A. e-tailer B. e-ballot C. e-commerce D. e-grocer

4. The Internet service provider has introduced flat-race prices in an attempt to _______

customer defections.

A. boost B. increase C. stop D. delete

5. A lot of people are not happy to receive emails about _______ as they just clutter up the inbox.

A. products B. promotions C. prices D. dotcoms

6. ______ has radically changed marketing because it means you can have a much closer

relationship with the customer.

A. Conventional marketing B. Traditional marketing C. E-marketing D. Word of mouth

7. The company’s plan involves choosing their target customers and designing a persuasive

_______ to get them to buy their products and services.

A. marketing channel B. marketing research C. marketing concept D. marketing mix

8. The marketing concept of _______ answers the question “How are you telling consumers in

your target group about your product?”

A. prices B. products C. places D. promotions

9. The retailer generates _______ by selling their advertising space on their website.

A. services B. revenues C. transactions D. profiles

10. The clicks-and-bricks retailer has a(n) _______ store for consumer shopping and also

conducts Web-based retail operations through the Internet.

A. physical B. outlet C. virtual D. critical

11. The _______ retailer enables Internet users to participate in retailing activities previously

restricted to store – based retailers.

A. physical B. outlet C. virtual D. critical

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12. Retailing through the Internet requires more sophistication than setting up a website and

offering _______ for sale.

A. perception B. navigation C. merchandise D. consumption

13. Such advertisement makes a number of _______ for the products which have little basis in reality.

A. claims B. truths C. facts D. profits

14. A _______ has become an essential part of doing business with consumers on the Internet.

A. cyberstore B. website C. viral marketing D. mall

15. For several years, many _______ companies didn’t make any money from their online activities.

A. viral B. database C. cyber D. dotcom

16. The promotion variable can be further broken down into advertising, sales promotion,

personal selling, publicity, direct marketing and _______.

A. e-marketing B. pricing C. discount D. purchasing

17. _______ programs introduce products or companies to social networking services like

Twitter, Facebook, Google+, Youtube, and blogs.

A. Multi-channel B. Social media marketing C. Computerized D. Penetration

18. Most web advertising companies provide extensive data which give a _______ of all Internet

users who have clicked on their adverts.

A. breakdown B. breakout C. procurement D. penetration

19. Social networking sites provide marketers with an opportunity to _______ a huge market of

specific consumer groups.

A. run into B. get into C. take into D. tap into

20. The two main activities that make up _______ are mailings and telemarketing.

A. direct marketing B. one-to-one marketing C. personal selling D. select group

21. Both public and private exchanges are referred to as e-marketplaces, trading hubs, or _______.

A. trading forexes B. trading forums C. trading platforms D. trading houses

22. On the Internet, companies advertise themselves using _______ which appear on the web

pages and links which link one website to another.

A. pixels B. broadbands C. slogans D. banners

23. Using a(n) _______ will help a company reach new customers and get them onto their website.

A. online channel B. e-procurement C. image advertising D. mass advertising

24. It’s relatively cheap to produce an exciting well-constructed _______ campaign to target a

niche audience of web users.

A. mouth-to-mouth B. viral video C. viral broadband D. viral marketing

25. Social networking sites are often used by companies to communicate with their customers, to

solve problems or to defuse a brewing _______.

A. recovery B. argument C. crisis D. profit

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26. Some companies have used social media such as Twitter to put out public relations _______

before they spread.

A. fires B. extinctions C. distinctions D. floods

27. Staff of a company should be familiar with social media, which enables them to be attuned to

the needs and _______ of their customers.

A. operations B. features C. wants D. requirements

28. Understanding the different motivations and usage _______. for a company’s products is

vital to getting its marketing right in the digital age.

A. passions B. interests C. desires D. habits

29. E-marketing is different from conventional marketing because it uses _______ to create

powerful messages to engage consumers, build brands and drive sales.

A. digital technologies B. social technologies C. broadband pages D. cartoon images

30. Companies can use pop-ups or banners which are _______ used on websites to advertise

products or services.

A. graphic science B. technology images C. graphic images D. photos

31. With over 1 billion websites in existence, it is getting harder for companies to break into the

_______ of the 20,000 most visited sites.

A. select group B. segmented group C. portfolio D. objective

32. On the Internet, advertisers can track consumers by following their trail of activities and _______.

A. schemes B. enhancements C. intermediaries D. purchases

33. In the last ten years, the Internet has helped companies to improve the quality and quantity of

the work they do in carrying out market _______ for their clients.

A. searching B. penetration C. research D. packages

34. Consumers visiting online stores expect to be able to log on easily and complete transactions

at the first _______.

A. meeting B. attempt C. perception D. discussion

35. Today’s more demanding shoppers are looking for higher quality and _______ products from

all e-tailers.

A. good range B. specific quantity C. highest value D. better value

36. The company website will offer their customers _______ that are informative to help them

make informed purchasing decisions.

A. market survey B. quality product C. product reviews D. result pages

37. _______ and pop-up advertisements are more traditional forms of Internet advertising.

A. Banner B. Click C. Pixel D. Optimization

38. From a _______ point of view, the fact that things are branded allows us to recognize the

brands and the choices that we usually make.

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A. retailer’s B. manufacturer’s C. brand’s D. customer’s

39. Our latest marketing _______ aims to go beyond the basic features and emphasize the real

lifestyle benefits of the product.

A. strike B. campaign C. fight D. struggle

40. One of the biggest assets is the _______ a company has built up through marketing campaigns.

A. customer thought B. customer inspiration C. customer behavior D. customer base

SECTION 2. LANGUAGE USE IN A WIDER CONTEXT

1.3. PASSAGE COMPLETION

PASSAGE 1

Read the passage and choose the correct words to fill in the blanks.

Best Buy, the electronics retailer, has become the first leading US retailer to start sending

special (1)_______ and deals to its customers’ smartphones when they walk into one of its

stores. Best Buy store in San Francisco has deployed a location-based marketing (2)_______

developed by Shopkick.

Customers who (3)_______ the Shopkick application on their phones will automatically

receive “kickbucks” credits just for entering the store that can be traded for benefits including

gift cards, computer gaming credits or music downloads. Best Buy will also use the system to

send participants in its (4)_______ promotional offers that can be customized to reflect their

shopping (5)_______ and interests.

Richard Rommel of Best Buy said that “the convergence of location technology and

rewards to (6)_______.” shopping was at the heart of their business strategy. Price (7)_______

are then automatically deducted from the bill at the store’s checkouts. The Shopkick application

responds to an audio signal transmitted in the store. It is far more accurate than GPS-based

(8)_______ which can be off by a few hundred yards, and which raise potential privacy concerns

because they are automatically activated.

Recent years have seen the emergence of a number of location-based systems with

marketing (9)_______ for social networks. They allow (10)_______ to offer credits or local

promotions to phone users who actively “check in” to locations such as coffee shops Instore

mobile shopping applications are likely to become increasingly important to retailers as they

seek to close deals with shoppers equipped with smartphones that can search and compare prices

at rival stores and online. (Dubicka & O’Keefle, 2011)

1. A. discounts B. offers C. promotions D. sales

2. A. blogging B. commercial C. tool D. system

3. A. activate B. open C. deploy D. apply

4. A. consumer group B. membership fee C. customer service D. loyalty scheme