Essential words ① Decider /dɪˈsaɪdər/: Người quyết định (trong hành vi mua) a person who makes the decisions in a particular situation (ə ˈpɜrsən hu meɪks ðə dɪˈsɪʒənz ɪn ə pərˈtɪkjələr ˌsɪʧuˈeɪʃən) Ex: The president is the decider in these matters. (ðə ˈprɛzəˌdɛnt ɪz ðə ˌdɪˈsaɪdər ɪn ðiz ˈmætərz). ② Demand elasticity /dɪˈmænd/ /ˌiːlæˈstɪsəti/: Co dãn của nhu cầu Demand /dɪˈmænd/ (n) Nhu cầu a very strong request for something; something that somebody needs (ə ˈvɛri strɔŋ rɪˈkwɛst fɔr ˈsʌmθɪŋ; ˈsʌmθɪŋ ðæt ˈsʌmˌbɑdi nidz) Ex: a demand for higher pay. (ə dɪˈmænd fɔr ˈhaɪər peɪ). ③ Demographic environment /ˌdeməˈɡræfɪk/ /ɪnˈvaɪrənmənt/: Yếu tố (môi trường) nhân khẩu học Demographic /ˌdeməˈɡræfɪk/ (adj) Thuộc nhân khẩu học; (n) sự thống kê nhân khẩu data relating to the population and different groups within it/ a section of the population who are of a similar age, the same sex, etc (ˈdeɪtə rɪˈleɪtɪŋ tu ðə ˌpɑpjəˈleɪʃən ænd ˈdɪfərənt grups wɪˈðɪn ɪt/ ə ˈsɛkʃən ʌv ðə ˌpɑpjəˈleɪʃən hu ɑr ʌv ə ˈsɪmələr eɪʤ, ðə seɪm sɛks, ˌɛtˈsɛtərə) Ex: The products are designed to appeal to a young demographic. (ðə ˈprɑdəkts ɑr dɪˈzaɪnd tu əˈpil tu ə jʌŋ ˌdɛməˈgræfɪk) Environment /ɪnˈvaɪrənmənt/ (n) Môi trường The conditions in which a person, animal or plant lives or operates or in which an activity takes place (ðə kənˈdɪʃənz ɪn wɪʧ ə ˈpɜrsən, ˈænəməl ɔr plænt lɪvz ɔr ˈɑpəˌreɪts ɔr ɪn wɪʧ ən ækˈtɪvəti teɪks pleɪs) Ex: We operate in a highly competitive business environment. (wi ˈɑpəˌreɪt ɪn ə ˈhaɪli kəmˈpɛtətɪv ˈbɪznəs ɪnˈvaɪrənmənt). ④ Direct marketing /daɪˈrekt/ /ˈmɑːrkɪtɪŋ/: Tiếp thị trực tiếp Direct /daɪˈrekt/ (adj) trực tiếp happening or done without involving other people, actions, etc. in between (tu goʊ əˈkrɔs frʌm wʌn saɪd ʌv ˈsʌmθɪŋ tu ði ˈʌðər) Ex: Many farmers are developing direct access to consumers. (ˈmɛni ˈfɑrmərz ɑr dɪˈvɛləpɪŋ dəˈrɛkt ˈækˌsɛs tu kənˈsumərz). Marketing /ˈmɑːrkɪtɪŋ/ (n) Sự tiếp thị the activity of presenting, advertising and selling a company’s products or services in the best possible way (ði ækˈtɪvəti ʌv prɪˈzɛntɪŋ, ˈædvərˌtaɪzɪŋ ænd ˈsɛlɪŋ ə ˈkʌmpəniz ˈprɑdəkts ɔr ˈsɜrvəsəz ɪn ðə bɛst ˈpɑsəbəl weɪ) Ex: Direct marketing already provides a number of ways to target specific individuals. (dəˈrɛkt ˈmɑrkətɪŋ ɔlˈrɛdi prəˈvaɪdz ə ˈnʌmbər ʌv weɪz tu ˈtɑrgət spəˈsɪfɪk ˌɪndəˈvɪʤəwəlz). ⑤ Discount /ˈdɪskaʊnt/ (n): sự chiết khấu (do mua số lượng nhiều hoặc trả tiền ngay), sự bớt giá tiền an amount of money that is taken off the usual cost of something (ən əˈmaʊnt ʌv ˈmʌni ðæt ɪz ˈteɪkən ɔf ðə ˈjuʒəwəl kɑst ʌv ˈsʌmθɪŋ) Ex: They offer a ten percent discount ontravel for students.(ðeɪ ˈɔfər ə tɛn pərˈsɛnt dɪˈskaʊnt ɑn ˈtrævəl fɔr ˈstudənts). ⑥ Discriminatory pricing /dɪˈskrɪmɪnətɔːri/ /ˈpraɪsɪŋ/: Định giá có sự phân biệt Discriminatory /dɪˈskrɪmɪnətɔːri/ (n) Sự phân biệt đối xử unfair; treating somebody or one group of people worse than others because of their skin colour, sex, sexuality, etc. (ənˈfɛr; ˈtritɪŋ ˈsʌmˌbɑdi ɔr wʌn grup ʌv ˈpipəl wɜrs ðæn ˈʌðərz bɪˈkɔz ʌv ðɛr skɪn colour, sɛks, ˌsɛkʃuˈæləti, ˌɛtˈsɛtərə). Ex: Business leaders must take a stand against discriminatory practices. (ˈbɪznəs ˈlidərz mʌst teɪk ə stænd əˈgɛnst dɪˈskrɪmənəˌtɔri ˈpræktəsəz). ⑦ Distribution channel /ˌdɪstrɪˈbjuːʃn/ /ˈtʃænl/: Kênh phân phối Distribution /ˌdɪstrɪˈbjuːʃn/ (n) Sự phân phối, sự phân bổ the way that something is spread or exists over a particular area or among a particular group of people (ðə weɪ ðæt ˈsʌmθɪŋ ɪz sprɛd ɔr ɪgˈzɪsts ˈoʊvər ə pərˈtɪkjələr ˈɛriə ɔr əˈmʌŋ ə pərˈtɪkjələr grup ʌv ˈpipəl) Ex: The distribution of food and medicines. (ðə ˌdɪstrəˈbjuʃən ʌv fud ænd ˈmɛdəsənz). Has the Channel Tunnel improved the distribution of goods between the British Isles and mainland Europe? (hæz ðə ˈʧænəl ˈtʌnəl ɪmˈpruvd ðə ˌdɪstrəˈbjuʃən ʌv gʊdz bɪˈtwin ðə ˈbrɪtɪʃ aɪlz ænd ˈmeɪnˌlænd ˈjʊrəp?) ⑦ Door-to-door sales /ˌdɔːr.t̬əˈdɔːr/: Bán hàng tận nhà Door-to-door /ˌdɔːr.t̬əˈdɔːr/ (n) Đến tận nhà (building to building - house to house) going from one house or building in an area to another (ˈgoʊɪŋ frʌm wʌn haʊs ɔr ˈbɪldɪŋ ɪn ən ˈɛriə tu əˈnʌðər) Ex: A door-to-door salesman. (ə dɔr-tu-dɔr ˈseɪlzmən). He was a door-to-door salesman before he became an actor. (hi wʌz ə dɔr-tu-dɔr ˈseɪlzmən bɪˈfɔr hi bɪˈkeɪm ən ˈæktər). Sale /seɪl/ (n) Sự bán hàng, việc bán hàng an act or the process of selling something (ən ækt ɔr ðə ˈprɑˌsɛs ʌv ˈsɛlɪŋ ˈsʌmθɪŋ) Ex: She gets 10 per cent commission on each sale. (ʃi gɛts 10 pɜr sɛnt kəˈmɪʃən ɑn iʧ seɪl). ⑧ Dutch auction /dʌtʃ/ /ˈɔːkʃn/: Đấu giá kiểu Hà Lan (sự bán hàng giảm dần giá cho đến khi có người chịu mua) Dutch /dʌtʃ/ (adj) (thuộc) Hà Lan of or connected with the Netherlands, its people or its language (ʌv ɔr kəˈnɛktəd wɪð ðə ˈnɛðərləndz, ɪts ˈpipəl ɔr ɪts ˈlæŋgwəʤ) Ex: Dutch cheese (dʌʧ ʧiz) Auction /ˈɔːkʃn/ (n) bán đấu giá a public sale in which things are sold to the person who offers the most money for them (ə ˈpʌblɪk seɪl ɪn wɪʧ θɪŋz ɑr soʊld tu ðə ˈpɜrsən hu ˈɔfərz ðə moʊst ˈmʌni fɔr ðɛm) Ex: They're holding an auction of jewellery on Thursday. (ðɛr ˈhoʊldɪŋ ən ˈɑkʃən ʌv jewellery ɑn ˈθɜrzˌdeɪ). 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