听力文本如下：

“To differentiate” (differentiate) means to distinguish or to make two similar things seem different.

When you fly on a plane and you go to get your luggage, you will notice that some people try to differentiate their luggage so that it doesn't look like everyone else's luggage.

They may put some colored tape on it, for example, so they know that it is their bag - their piece of luggage.

When Shawn says that to counter the falling market share they must learn to differentiate the products of

Vision Corporation, he means that the way to increase market share is to make Vision Corporation seem different and better than its competitors - to make its products seem different.

Shawn then says that the product lacks some of the features, or product characteristics, that customers are looking for.

“To lack” (lack) means not to have something, or to be missing something.

Our podcasts have audio, but lack video - they don't have video.

“To look for something” means to seek or search for something, or to try to find something.

Lucy and I are always looking for new ideas for our podcasts.

When Shawn says that the “product lacks some of the features that customers are looking for,” then, he means that the product doesn't have everything that customers want it to have.

Shawn says that the company needs to improve the product and make it a better market offering.

A “market offering” is a product that is available for sale to customers.

A farmer's market offerings might include potatoes, carrots, and lettuce, for example.

Shawn continues, saying that the advertising has been “ineffective” in reaching potential customers.

The word “ineffective” (ineffective) means not effective, or not able to do what something is supposed to do.

Vision Corporation has been doing some advertising - they've been advertising - but it isn't working the way they want it to - the way it's supposed to do, because it isn't communicating with the right group of people.