Tiếng Anh chuyên ngành quản trị kinh doanh - Phần 17

à một đại từ phản thân.) 
Example: He cut himself while he was shaving. 
• When the action is one that people normally and often do to themselves, the pronoun is 
frequently left out. We usually say that “a small child is learning to dress himself”, 
because children are often dressed by other people. 
 (Đại từ phản thân được dùng để nhấn mạnh sau động từ hoặc tân ngữ.) 
• Reflexive pronouns can be used with nouns to give the special meaning “that person/thing 
and nobody/nothing else”. 
(Đại từ phản thân dùng sau danh từ để nói rằng chính người đó hay vật đó chứ không phải 
ai khác hay cái gì khác.) 
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Example: The manager himself spoke to me. 
The house itself is beautiful, but the surroundings are rather unpleasant. 
• Reflexive pronouns are not used after feel, relax, and concentrate. 
(Đại từ phản thân không dùng sau các động từ feel, relax, concentrate.) 
Example: I feel great after having a swim. (not “I feel myself great”). 
Exercise 2 
Complete these sentences with reflexive pronouns when necessary. 
(Hoàn thành các câu sau sử dụng đại từ phản thân khi cần thiết.) 
a. It isn’t her fault. She really shouldn’t blame ………………….. 
b. I’m trying to teach ………………….. Spanish, but I’m not making much progress. 
c. Don’t worry about us. We can look after …………………. 
d. I really feel ………………….well today – much better than yesterday. 
e. It was a lovely holiday. We really enjoy ………………… very much. 
f. I tried to study, I just couldn’t concentrate ………………… 
g. Did the children enjoy …………………. Where they were on holiday? 
h. Some people are very selfish. They only think of ……………………. 
i. “Can you clean the windows for me?” “Why don’t you clean them ………………?” 
j. “Does Mr. Thomas have a secretary to type his letters?” “No, he types them 
………………… 
3. TEXT 7.2 
MATCHING PRODUCTS AND MARKETS 
Bạn hãy đọc kỹ phần nội dung về bài đọc dưới đây và làm các bài tập ở sau. Bạn có thể 
tham khảo bảng từ vựng ở cuối bài để biết nghĩa của các từ mới. 
Marketing has been defined as the process of matching an organization’s resources with 
customer needs. The result of this process is a product. The need, therefore, for the organization to 
remain dynamic is obvious because the product is the only key to the organization’s solvency and 
profitability. No matter how else the organization runs itself cost-effectively and sensibly, if the 
product is not selling well then the money simply will not be coming in. Company and customers 
are interdependent. 
 Successful product management depends on the organization knowing how and if the 
current product range meets customer and organizational objectives. One way of doing this, as 
previously described, is to conduct detail benefit analysis segmentation. 
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 The most important attitude towards product management is to view the product as only 
one part of the marketing mix which also includes price, place and promotion. In this way, the 
product is viewed as a variable which can be adapted or even changed radically to meet a 
changing market. How it can be changed will depend on several factors within and outside the 
organization, including the organization’s resources, market conditions and opportunities and 
competitive threats. 
Product market strategy 
“Product market strategy” is the term used to describe all the decisions which the 
organization makes about its target markets and the product it offers to those markets. 
The use of word “strategy” is important, for it implies a chosen route to a defined goal and 
suggests long-term planning. This is quite different from “tactical” activities which are used to 
achieve short term objectives by gaining immediate results. Product-market strategy represents a 
decision about the current and future direction of the organization. 
Product market strategy must be developed in the cost-effective manner, paying attention to 
cash flow and profitability requirements. To minimize cost at the outset, a sound marketing 
approach will usually attempt to increase profit and cash flow from existing markets. The 
following examples can help to illustrate the total strategy at work. 
1. Market penetration: Heinz revamped its marketing strategy to increase consumption 
of its tin soup. This product was traditionally a winter purchase, but Heinz 
successfully promoted the idea of celery soup, drunk hot or cold, as a suitable summer 
purchase. The product attributes of celery were linked with concepts of slimming and 
refreshment on summer days. 
2. Market development: A British hotel chain opened up a new market by offering 
“Leisure Learning” weekends in its hotel. 
3. Product range extension: A European breakfast cereal manufacturer brought out of a 
new variety pack to appeal to young children who like the freedom of choosing a new 
cereal each morning. 
4. Product development: Manufacturer of digital watches soon combined the watch 
function with an alarm component. This not only attracted customers who liked the 
novelty of idea, but seriously threatened the traditional watch market. 
Do the following exercises based on the text 
(Hãy làm các bài tập dưới đây dựa vào nội dung bài khóa) 
Exercise 1 (Hãy trả lời các câu hỏi sau) 
There is one definition of marketing. 
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1. Which part of the text does it come from? 
…………………………………………………………………………………………… 
2. What is being defined? 
…………………………………………………………………………………………… 
Exercise 2 (Hãy trả lời các câu hỏi sau) 
1 Why must an organization be dynamic? 
…………………………………………………………………………………………… 
2 List the factors that affect product change as internal or external. 
…………………………………………………………………………………………… 
3 Explain the difference between strategy and tactics. 
…………………………………………………………………………………………… 
4 There are examples of four product-market strategies in the text. Which of those 
strategies do the following extra examples illustrate? 
a. The promotion of new ice-cream bars based on traditional chocolate bars (such as 
Mar Bars, Snickers, Kit Kat). 
b. Adding an automatic timer to a microwave oven. 
c. Using cinemas and theatres for daytime talks. 
4. TEXT.7.3 
BEIJING POSTAL MARKETS AND PRODUCTS 
Bạn hãy đọc kỹ phần nội dung về thị trường và sản phẩm bưu chính của Bắc Kinh dưới đây 
và làm các bài tập ở sau bài đọc. Bạn có thể tham khảo bảng từ vựng ở cuối bài để biết nghĩa của 
các từ mới. 
Postal markets and products. 
Respond effectively, through improved market knowledge and product development, to the 
need and expectations of postal service customers. 
Description 
“Postal markets and products” is one of six objectives of the Beijing Postal Strategy. This 
objective concentrates on the products and services offered by the postal service to senders and 
receivers. Without products, there can be no postal service. Postal payment services also 
constitute factors of development of postal administration and the economy in general. Products 
and services should be based upon excellent knowledge of the individuals, organizations and 
businesses, who use the postal service. For many postal administrations, market research has 
already become an essential part of their customer-oriented business, allowing them to improve 
existing postal products and to develop new ones, including value – added services. Increasingly, 
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new techniques also need to be introduced in order to promote and sell postal products and 
services. 
Government, one of whose tasks is to serve and promote the interests of both senders and 
receivers of postal service, also has the policy role to play in the development of postal products 
and services. For example, taking into account the rapidly changing postal environment, how 
much commercial freedom should government give to postal administrations to develop and 
market postal products and services that are competitive? Or if they mandate extensive 
infrastructure presence to serve all the people, then should they allow postal administrations to 
diversify product range in order to reach economies of scale. 
An important role for the Union’s bodies, therefore, is to help ensure that government and 
postal administrations place service to customers among their highest priorities. For example, they 
can ensure that new or improved postal products sent from one country are received under the 
same conditions by customers in other countries. Or if the need for the expectations of a particular 
customer group can be successfully met through the development of a new postal product, then 
the same product could be effectively marketed to more postal customers in other parts of the 
world. 
Elements that might be included under this objective by any or all of the three groups 
(Government, Postal administration, Bodies of the Union) 
Carry out market and product development research aimed at producing better postal 
products, a wider range of postal products and more effective customer service, leveraging the 
assets of the postal network: 
• Postal products such as letters post, parcels, EMS, direct mails, consignment, door-to-
door service, etc. 
• Products of other providers of goods and messages. 
• Philately. 
• Electronic commerce. 
• Postal payment services (money orders, postal savings, etc). 
• New technologies and new use of existing technology. 
• Provision of socially important services integrated into government policy. 
Put in place a framework for and implement projects aimed at measuring customer 
satisfaction. 
Improve policies and method with regard to the promotion and sales of postal products and 
services. 
Improve policies and method with regard to customer support and services. 
Put in place a framework for and implement projects design to improve existing products to 
introduce new products, and to introduce market awareness and customer satisfaction.