Đề cương ôn tập môn Business English | Trường Đại học Khoa học Xã hội và Nhân văn

SAMPLE TEST
PART I: VOCABULARY AND EXPRESSIONS (30 pts)
1. Multiple choice (15 pts): Choose the best answer. Write your answers on the ANSWER SHEET. 1. “
” refers to the sector that produces and collects things like crops, metals, raw materials, etc.
A. Primary sector B. Secondary sector C. Tertiary sector D. Public sector 2. “
” refers to the sector that uses raw materials to make goods to be sold or to
make machines, etc. that are used to make goods.
A. Primary sector B. Secondary sector C. Tertiary sector D. Public sector 3. “
” refers to the sector whose work involves doing something for
customers but not producing goods.
A. Primary sector B. Secondary sector C. Tertiary sector D. Public sector 4.
A top manager whose performance is unsatisfactory can be dismissed by the company’s . A. board of management B. board of directors C. chairman D. president 5.
Managers have to decide how best to allocate the human, physical and capital available to them. A. supply B. production C. investment D. resources 6. “To
” means to inspire, to induce, to give a reason or incentive to someone to do something. A. motivate B. promote C. provoke D. encourage 7. “
” is a person employed by someone else, working for money. A. Earner B. Employee C. Employer D. Distributor 8.
Relationships between employers and employees, managers and workers,
management and unions are called .
A. human relations B. labor relations C. labor unions D. personal relations 9. “
” means having control of something as part of your job. A. Command B. Power
C. Responsibility D. Accountability 10. “
” means money paid per hour or day or week to manual workers. A. Earnings B. Salary C. Wages D. Commission 11. “
” is a fixed regular payment made by employers, usually monthly, for professional or office work. A. Earnings B. Salary C. Wages D. Commission 12. “
” means advantages that come with a job, apart from wages or salary.
A. Benefits or perks B. Profits C. Supplements D. Insurances 13. “
” means to be raised to a higher rank or better job. A. motivation B. promotion
C. sales promotion D. marketing mix 14. “
” means there is little risk of losing one’s job. A. bureaucracy B. job safety C. job security D. job stability 15. “
” means having particular abilities, acquired by training. A. educated B. skilled C. talented D. trained 1
2. Matching (15 pts): Match each word/phrase in Column A with its
definition/explanation in Column
B. Write your answers on the ANSWER SHEET. A B 1. autonomous
A. a system of authority with different levels, one above the other 2. decentralization
B. a specific activity in a company, e.g. production, marketing, finance 3. function
C. independent, able to take decisions without consulting higher authority 4. hierarchy
D. people working under someone else in a hierarchy 5. line authority
E. dividing an organization into decision-making units that are not centrally controlled 6. subordinates
F. the power to give instructions to people at the level below in the chain of command 7. industrial belt
G. a company’s ways of working and thinking 8. worth-of-mouth
H. alone, placed in a position away from others advertising 9. productivity
I. an area with lots of industrial companies, around the edge of a city 10. corporate ethos
J. breaking something up into pieces
11. Institutional or prestige K. the amount of output produced advertising 12. insulated or isolated
L. free advertising when satisfied customers recommend products to their friends 13. fragmentation
M. advertising that mentions a company’s name but not specific products 14. collective bargaining
N. deliberately obeying every regulation in an organization,
which severely disrupts normal operations 15. working- to -rule
O. negotiation between unions and employers about their
members’ wages and working conditions PART II: READING (30 pts)
Read the following text about marketing strategies and do the two exercises below.
A company’s marketing strategies – sets of principles designed to achieve long-term
objectives – obviously depend on its size and position in the market. Other determining
factors are the extent of the company’s resources, the strategies of its competitors, the
behaviors of the consumers in the target 2
market, the stage in the product life-cycle of the products it markets, and the overall macro-economic environment.
The aim of a market leader is obviously to remain the leader. The best way to achieve this
is to increase market share even further. If this is not possible, the leader will at least
attempt to protect its current market share. A good idea is to try to find ways to increase
the total market. This will benefit everyone in the field, but the market leader more than its
competitors. A market can be increased by finding new users for a product, by stimulating
more usage of a product, or by exploiting new uses, which can sometimes be uncovered by
carrying out market research with existing customers.
To protect a market share, a company can innovate in products, customer services,
distribution channels, cost reductions, and so on; it can extend and stretch its products
lines to leave less room for competitors; and it can confront competitors directly in
expensive sales promotion campaigns.
Market challengers can either attempt to attack the leader, or to increase their market share
by attacking various market followers. If they choose to attack the leader, market
challengers can use most of the strategies also available to market leaders: product
innovation, price reductions, cheaper or higher quality versions, improved services,
distribution channel innovations, manufacturing cost reduction, intensive advertising, and so on.
Market followers are in a difficult position. They are usually the favorite target of market
challengers. They can reduce prices, improve products or services, and so on, but the
market leader and challenger will usually be able to retaliate successfully. A market
follower that takes on a larger company in a price war is certain to lose, given its lesser resources.
In many markets, market followers fall in the middle of a V-shaped curve relating to
market share and profitability. Small companies focusing on specialized narrow segments
can make big profits. So can the market leader, with a high market share and economies of
scale. In between come the less profitable market followers, which are too big to focus on
niches, but too small to benefit from economies of scale.
One possibility for followers is to imitate the leaders’ products. The innovator has borne
the cost of developing the new product, distributing it, and making the market aware of its
existence. The follower can clone this product, depending on patents and so on, or improve
adapt or differentiate it. Whatever happens, followers have to keep their manufacturing
costs low and the quality of their products and services high.
Small companies that do not establish their own niche – a segment of a segment – are in a
vulnerable position. If their product does not have a ‘unique selling proposition”, there is
no reason for anyone to buy it. Consequently, a good strategy is to concentrate on a niche
that is large enough to be profitable and that is likely to grow, that doesn’t seem to interest
the leader, and which the firm can serve effectively. The niche could be a specialized
product, a particular group of end-users, and geographical region, the top end of a market,
and so on. Of course unless a nicher builds up immense customer goodwill, it is vulnerable
to an attack by the market leader or another larger company. Consequently, multiple
niching – developing a position in two or more niches – is a much safer strategy.
1. On the ANSWER SHEET, write T if the following statements are true and F if they are false. (20pts) 1.
If a market leader succeeds in increasing the size of the total market, its competitors benefit. 2.
The size of a market can be increased without attracting any new consumers. 3.
Market challengers can attack the leader or market followers. 4.
Market challengers cannot use the same strategies as leaders. 5.
Market leaders generally win price wars. 3 6.
Market challengers can attack leaders by way of any of the 4 Ps of the marketing mix. 7.
Market followers generally achieve cost reductions through economies of scale. 8.
The most profitable companies are logically those with medium or high market share. 9.
For a market nicher, product imitation can be as profitable as product innovation. 10.
A market nicher is never safe from an attack by a larger company.
2. On the ANSWER SHEET, write your brief answers to the following questions. (10pts)
1. What types of competitors are mentioned in the text?
2. In what way do market challengers attack market leaders?
3. What does a market leader do to maintain its position in the market?
4. Why must a company confront its rivals?
5. What expense does a market follower bear when using a strategy of product imitation?
PART III: CASE STUDY & WRITING (40 pts)
1. CASE STUDY (20 pts): Read the case and then answer the questions below. Write
your answers on the ANSWER SHEET.
The biggest obstacle, at least for most startups that are still in their infancy, is marketing.
You might have a fantastic idea, but that won’t do you much good if no one else knows
about it. You need a comprehensive plan for marketing your business: getting people’s
initial attention, building a reputation for thought leadership, and, eventually, finding the
viral appeal that will rake in the cash.
But let’s not get carried away just yet. When you’re marketing a fledgling startup, you’ve
got to start your journey from the very beginning. Here are four ways to get your
marketing plan off the ground.
• Begin with a good strategic position. Define your intended audience and learn
where they tend to congregate online.
• Content marketing is key. Brainstorm several kinds of topics about which your staff
can be authoritative, then identify which types of content—for example, blogs,
white papers, infographics, videos—you are confident creating.
• A good PR strategy can help you enhance your reputation. Work on your
relationship with the local media by reaching out and emphasizing the human
interest elements of your business.
• The final ingredient is “viral” potential. Consider how you can build social sharing
right into your product or service. Questions:
1. In your opinion, why is marketing crucial for startups?
2. In the four mentioned strategies, which is the most important for a startup?
2. WRITING (20pts): Write your email on the ANSWER SHEET.
You are organizing a conference and would like to receive an offer from a few hotels. Use
the information below to WRITE AN ENQUIRY:
- Conference dates: Saturday & Sunday (June 8 & 9, 2019) - Participants: 80
- 15 participants need rooms (5 single & 5 double) for one night (Saturday night)
- Tea breaks with beverage, fruit and cakes - Buffet at lunch time
- 3 meeting rooms for 25-30 people 4
The email should include all the above information (and add any relevant details) and
must be in the appropriate layout, structure, and register. 5