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  • Reading Lesson: Lesson 1: Marketing: A Holistic Approach To Marketing Before You Read: Discuss The Questions

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    Hầu Minh Hoàng
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    Holistic marketing is a new approach used by companies to communicate with customers. It involves using a variety of marketing methods rather than just traditional television and internet advertising. This approach has become necessary because technological advances have given consumers more power to avoid advertising. Marketers now see any customer contact as a marketing opportunity and are placing ads in more locations. Advertising agencies also take a more holistic view, considering more than just television commercials. However, some companies may be slow to fully adopt holistic marketing.

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    Reading lesson of UEH Market Leader HP2

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    READING LESSON

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    Holistic marketing is a new approach used by companies to communicate with customers. It involves using a variety of marketing methods rather than just traditional television and internet advertising. This approach has become necessary because technological advances have given consumers more power to avoid advertising. Marketers now see any customer contact as a marketing opportunity and are placing ads in more locations. Advertising agencies also take a more holistic view, considering more than just television commercials. However, some companies may be slow to fully adopt holistic marketing.

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    79 views3 pages

    Reading Lesson: Lesson 1: Marketing: A Holistic Approach To Marketing Before You Read: Discuss The Questions

    Uploaded by

    Hầu Minh Hoàng
    Holistic marketing is a new approach used by companies to communicate with customers. It involves using a variety of marketing methods rather than just traditional television and internet advertising. This approach has become necessary because technological advances have given consumers more power to avoid advertising. Marketers now see any customer contact as a marketing opportunity and are placing ads in more locations. Advertising agencies also take a more holistic view, considering more than just television commercials. However, some companies may be slow to fully adopt holistic marketing.

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    of 3

    READING LESSON

    LESSON 1: MARKETING: A HOLISTIC APPROACH TO MARKETING


    Before you read: Discuss the questions
    1. What types of advertising do you like and dislike? What irritates and amuses you?
    - One type of advertisings I like is advertising technology products.
    - I fell disatisfied with advertising unapproved products because it doesn’t bring us any
    convincing about product quality.
    2. How do you avoid advertising you don’t want? Click “Skip ads”.
    3. More people today have broadband and DVDs and use mobile phones. How do you
    think these developments are affecting?
    * Companies’ marketing strategies: Collaborate with celebrities on social networks and
    through their reputation and pretiges we can post our product advertisings with their
    images to attract costumer’s trust.
    * The work of advertising agencies: Design beautiful advertising posts which can attract
    and create persuasion for costumers.
    Reading: Read the article and answer the questions
    A: UNDERSTANDING MAIN POINTS
    1. What “holistic marketing” is?
    - Holistic marketing is a term that expresses the growing desire of companies to use a
    greater variety of marketing methods to communicate with their customers.
    2. What two factors have made companies interested in this new approach to
    marketing?
    - Internet and other alternative ways of advertising.
    3. Why isn’t traditional TVand Internet advertising as effective as before?
    - Because technological advances are giving consumers the power to avoid advertising.
    4. Marketers have reacted to this trend in two ways. What are they?
    - Looking for new places to put advertisements and beginning to see any contact with a
    consumer as a marketing opportunity.
    5. How has a more holistic way of looking at advertising changed the way advertising
    agencies work?
    - Advertising agencies are not just thinking about television commercials and they are
    6. According to the writer, many companies will slow to move to holistic marketing?
    Why is this?
    - a và d trong điện thoại nha
    B: UNDERSTANDING DETAILS
    1. Paragraph B: DVDs are making it easier for people to record programmes and fast-
    forward past television commercials, while software helps them block Internet pop-up
    advertisements and unwanted e-mails.
    2. Paragraph C: They are ads on displays on bus shelters or on mobile phone screens
    3. Paragraph D: How staff should answer the telephone when customers call to ask for
    information or make a complaint.
    4. Paragraph F: A website could be seen as a form of Internet advertising, but websites also
    function as virtual stores. So money for building a site could equally go to a marketing or
    product development department.
    Vocabulary
    A: UNDERSTANDING EXPRESSIONS
    1. Companies are losing confidence in televison commercials because they no longer believe
    that TV adverts produce good results.
    2. “Engage the customer” means get the interest of the customer and keep it.
    3. “The lines between marketing and other business activities are blurring” means the
    difference between marketing and other business activities are less clear.
    B: WORD SEARCH
    1. Find word and phrases in the article which this these meaning
    a, adopting
    b, holistic
    c, advances
    d, avoid
    e, block
    f, opportunity
    g, figure out
    h, budgets
    i, allocating
    j, justify
    2. Find two other words in the article which the same meaning as advertisements:
    marketing, commercial
    C: WORD PARTNERSHIP
    1. Match these word
    1. Holistic marketing
    2. Television commercials
    3. Marketing activity
    4. Customer experience
    5. Internet advertising
    6. Advertising agencies
    2. Find five othernoun-noun partnerships starting with the word marketing
    1. Marketing department (n): bộ phận tiếp thị
    2. Marketing messages (n): thông điệp tiếp thị
    3. Marketing method (n): phương thức tiếp thị
    4. Marketing opportunity (n): cơ hội tiếp thị
    5. Marketing budget (n): ngân sách tiếp thị
    3. Complete phrases
    1. For example
    2. Such as
    3. For instance
    D: SENTENCE COMPLETION
    1. Customer experience
    2. Holistic marketing
    3. Advertising agencies
    4. Marketing method
    5. Marketing budget
    E: PREPOSITIONS
    1. Interested in
    2. Have confidence in
    3. See advantage of - approach to
    4. Contact to

    LESSON 2: HUMAN RESOURCES


    Reading: Read the article and answer the questions
    A: UNDERSTANDING MAIN POINTS
    1. Which modern technological resources are companies now using to recruit the next
    generation of employees?
    -

    2. Beside their own website, which two other types of site are companies using to attract
    and recruits graduates?
    -
    3. At which state in the recruitment process is online testing useful?
    4. In which two main ways is this generally useful to both employers and graduates?
    5. Why is it important for companies simply to use their own website to attract young
    recruits?
    6. What are companies trying to achieve by engaging with potential employees outside of
    the company’s own website domain?
    7. According to the article, are all employers proficient at using web resources to attract and
    recruit employees yet?
    B: UNDERSTANDING DETAILS

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