HP4 end of unit test 8 new 1

Advertising can therefore be considered 2 ………... Every company tries to differentiate its products from 5 ……… of the competition, and a key element is the strategy of branding.. attached

END-OF-UNIT TEST 8

Duration: 75 minutes

Section 1: Language knowledge (30 marks)

I Fill in each blank in the passage below with ONE suitable word

The dictionary defines ‘advertise’ as ‘to make (something for sale, services offered, etc) known to the (1)

……… Advertising can therefore be considered (2) ……… form of communication, the ultimate aim of (3) ……… is to persuade consumers to choose a specific (4) ……… or service

Every company tries to differentiate its products from (5) ……… of the competition, and a key element is the strategy of branding

A brand can be defined as the (6) ……… attached to a product or service, how that name is visually expressed through a (7) ……… and how that name and logo are extended throughout a company’s communications

However, a (8) ……… is much more than just a noun It also represents some intangible aspects of a product, as it is (9) ……… the product or often even the whole company is perceived by (10)

……… customers It is a nexus of ideas, feelings, and perceptions about lifestyle and status, image and quality

that

those

II Choose the best answer

11 Coca-cola is a market product; it sells to large numbers of people

1

a mass

b productive

c c new

d d mature

12 A market for a special kind of product that may not have many buyers is

a luxury market

b captive market

c closed market

d niche market

13 The length of time during which a company expects to sell a particular product before it has to replace

it with a more up-to-date product is known as product

a life cycle

14 All the activities, not just advertising , used to support the product – everything from pre-sales information to after sales services

15 The main elements of the marketing are product, price, promotion and place

a position

16 a programme of advertising activities over a period, with particular aim

b advertising budget

c d advertising method

17 Some manufacturers were accused of , in other words selling goods abroad at a lower price than they were sold domestically

b revaluing

c flooding

d devaluation

18 - are the sales figures like? – Well, I think we’ve had excellent results

19 can we make sure that our new range is targeted on the right market segment?

20 information about what customers want and need

21 Hasn’t our market share increased?

a No it increased by 3.5%

b Yes It hasn’t increased at all c.d Yes, by 3.55 isn’t it fantastic.Yes The sales figures are not good

22 How are things going?

a No, not yet I’m afraid

b Certainly I’ll do that

c Very well, thank you And you?

d Very well, thank you It’s been very busy

23 - ………? – It’s doing really well Orders are pouring in, actually

a What about our new range of furniture

b What do you plan for our new range of furniture

c How are you doing with our new range of furniture

d Which about our new range of furniture

24 Numbers showing how much a company has sold in a period

2

a Sales forecast c sales target

25 Every target group is becoming more resistant to the traditional advertising methods, brands have to look at different ways to move people

a because

26 Setting prices that are attractive to a particular groups of customers (segments) and that are profitable for the company

27 How much a company thinks it will sell in a period

28 I’ve not met my sales targets I’m worried I won’t get a bonus

a That’s why

29 Luxury brands are expert ……….creating word-of-mouth advertising through fashion weeks, events and PR

30 The four elements of marketing work together to develop a successful marketing operation

………….satisfies customers and achieves the company’s objectives

31 The product did not sell well it was not promoted in the right way

a unless

d because

32 Chanel launched a new ad campaign which centres ………… a ‘commercial’ directed by Baz Luhrmann

33 Length of time people continue to buy a product

34 reality, advertisements for most luxury brands are depressingly similar

3

35 Clever advertising is no substitute good quality at a reasonable price.

36 There’s an bonus if I exceed my sales target by more than 10%

37 It’s to sell such goods without a proper permit

38 We’ll need a detailed cost before giving final approval

39 Their latest figures demonstrate that their shares are ready for a big rise! Buy now!

a convincingly b convincing c convinced d convince 40.I have no intention of paying such prices

Section 2: Language use (70 marks)

I Read the following passage and answer the questions that follow

SELLING DREAMS

By John Munch

Ferrari, Italy's maker of sports and racing cars, is among the three most recognisable brands in the world The company got its high profile among the world's corporate giants without the help, for most of its existence, of an advertising department Only as recently as 1993 did Ferrari create a marketing department 'Just parking our exciting automobiles is enough to draw the crowds,' writes Gian Luigi Longinotti-Buitoni, the author of a book called Selling Dreams

Customers are now spending more money on products they desire rather than on products they simply need All companies must therefore produce goods of very high quality More importantly, they must establish a brand for years to come by giving it emotional qualities that match customers' strongest desires Like Ferrari, all companies must create and sell 'dreams'

Longinotti-Buitoni gives some interesting statistics about markets for luxury goods worldwide: Switzerland, with 220 Ferraris sold in 1997, is the largest market per capita for the car maker's products; the company, on the other hand, sells only 2.7 percent of its cars to women; Rolex and the highest number of luxury watches are sold in Italy, while Japan has been consistently the leading market in the world for leather goods from Gucci, Ferragamo, Hermes and Louis Vuitton China, amazingly, appears to be drinking a lot of Hennessy cognac

From the Financial Times

Choose the best answer

1 What was unusual about Ferrari's marketing until 1993?

a It enabled the company to get its high profile

b They didn’t have a marketing department

c It launched the three most recognisable brands of cars

d They were among the world’s corporate giants thanks to its help

2 Why must all companies produce goods of very high quality, according to the author?

a because people aren’t pleased with low quality goods at all

b because people’s buying power is increasing

c because people are becoming richer

d because people are buying goods on the basis of desire rather than need

3 What does the author recommend that companies should do?

a They should give their brand emotional qualities that match customers' strongest desires, thus creating and selling dreams

b They should have a marketing department that helps to find out customers’ need

c They should do some statistics about the market before launching their products

d They should break into new markets, such as Switzerland, China, Italy, Japan, etc

What does each of the following underlined words / phrases refer to?

4 … for most of its existence, of an advertising department (paragraph 1)

5 … they must establish a brand for years to come by giving it emotional qualities … (paragraph 2)

Which words in the passage mean the following?

6 a product or group of products or a service, with a particular name, that usually forms part of an easily recognizable design on packaging or advertising campaign ………

7 relating to a company or group ………

8 expensive items that are bought from choice and not necessity ………

Fill in each blank with ONE suitable word from the passage Put it in its correct form or tense.

9 Consumer is a description of a typical customer who may be interested in a product

10 How easily are you persuaded by ?

You work for the Marketing Department of Vinamilk You receive the following enquiry Write a reply based on the notes below.

Dear Sir/ Madam,

I am interested in your range of fresh milk for adults, which I saw advertised in Phu Nu

Could you please send me a copy of your catalogue? Further details of your new brand of yoghurt would also be welcome

Many thanks,

Le Van

Notes

Thanks for enquiry/ enclose catalogue/ also enclose leaflet about Vinamilk Aloe Vera Yogurt Milk +

say a few word about this product (tasty, nutritious for complexion ,its rich source of Vitamin A and B that helps bring fine complexion, Selenium in Aloe Vera contributes to preventing the aging of skin) / end suitably

IV Listen to the talks, and then answer the questions about them by marking the correct choice — (A), (B), (C), or (D) The recording will be played twice.

1 Where is this announcement being made?

a On an aircraft

b In Glasgow

c c At an airport

d d On a shuttle bus

2 Why is Mr Kim being paged?

a There's a message for him

b His flight has been delayed

c c Someone has found his ticket

d d There is an emergency

3 Where are the white telephones located?

a On board the aircraft

b At the ticket counter

c c All over the airport

d d At an information booth

4.Who is the audience for this talk?

a People at a cafeteria

b Shoppers at a grocery store c c Guests at a party.d d People who want to go fishing

5.What is being offered at a special price?

a Meat

V V You will hear a telephone conversation between a man and a woman talking about advertising their new product Fill in the missing information.The recording will be played twice.

1 6 The man suggests advertising: ………

2 7 The cost of online advertising: ………

3 8 The results of online advertising: far ……… other forms of adverts

4 9 online advertising actually costs about: ……… of television ads

5 10 The man will speak to: ……… of his