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Video Market Leader Upper Intermediate – Unit 2: International Marketing – Listening

Video bài nghe Market Leader Upper Intermediate – Unit 2: International Marketing – HocHay

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Cùng HocHay học tiếng Anh Market Leader Upper Intermediate các bạn nhé!

A. Listen to Svend Hollensen, Professor of International Marketing at the University of South Denmark, and answer these questions.

1. Which two marketing strategies does he mention?

2. What does he say about a) the OneCafe company, and b) Lux?

Đáp án:
1.

a) where you have one product and you sell it all over in the same format

b) where you try to adapt your product to the different cultures, to different countries that you are in.

2.

It has marketed one product concept for the whole world and this product is actually selling all over in the same format. It is a small company, based in Denmark and in Sweden. It is ‘born global’, i.e. it is getting into the global markets very fast by setting up production in Uganda in Africa. From there, it tries to sell in other countries of the world. So, by setting up a website from where they also sell these coffee products, they can sell to all kinds of hotel chains and to airline companies and to different retail chains.

b) It’s one example of a global brand that will sell all over the world.

B. Darrell Kofkin is Chief Executive of the Global Marketing Network, a training organisation which offers qualifications in international marketing. Listen to the interview and complete the gaps in these two extracts.

… a new curriculum that enables ………… (1) worldwide to have the latest ………… (2), the latest ………… (3) and ………… (4), to enable them to become ………… (5) marketers.

So our students are asked to write a ………… (6), develop a …………………… (7), develop a ………….. (8) , write a ………… (9), present an ………………………………(10) – just as they would do in the workplace. Because we know in talking to employers ………… (11) that they want marketing professionals that have the …………(12) and skills required of today’s demanding …………………..(13) environment.

Đáp án:
1. marketers

2. practices

3. knowledge

4. techniques

5. international

6. report

7. business plan

8. presentation

9. webcast

10. internal briefing paper

11. worldwide

12. capabilities

13. global business

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How to Build a Successful International Marketing Strategy ...

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