END OF UNIT TEST UNIT 8

_________ goods and products are of very high quality and intended to be bought by people who are quite rich... The company got its high profile among the world's corporate giants withou

END-OF-UNIT TEST 8 Duration: 75 minutes Section 1: Language knowledge (40 marks)

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

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

An old (1) says that money is the (2) of all evil It is also the cause of increasing health problems in Britain The recent ill health of the world economy is making people sick This is according to a survey carried out (3) by the UK’s

Blood Pressure Association and the insurance company Friends Provident They found that two-thirds of British people feel less

(4) than they did three years ago Researchers say the credit crunch and concerns about the economy are driving up stress levels and making people cut (5) on healthy food and fitness clubs Their research coincides with the launch of a campaign called Know Your Numbers Week, during which Britons can get free blood (6) checks The aim is to warn people early

that their health may be worsening

Money worries could have serious consequences (7) people in Britain Mark Jones, a Friends Provident spokesman, said:

“The credit crunch appears to be having serious [effects] Lifestyle changes, poor diet and (8) of exercise in particular, can have a negative effect (9) people's blood pressure and consequently their long-term health.” Many people are worrying more about spiraling food and fuel prices, home loan repayments, and rising (10) Nearly one in five of those surveyed

said they were sleeping less, 56% are buying cheaper food and cutting back on fruit and vegetables, while 6% have started smoking Professor Graham Macgregor of the Blood Pressure Association warned: “The lack of concern over long-term health

is putting the nation at risk of a blood-pressure ticking time bomb.”

II Choose the best answer

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

a mass

b productive

c new

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

b range

c timetable

d forecast

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

a position

b information

c mix

d campaign

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

a dumping

b revaluing

c flooding

d devaluation

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

c Which d Why

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

a What

b How

c If

d Which

18 Hasn’t our market share increased?

a No it increased by 3.5%

b Yes It hasn’t increased at all

c Yes, by 3.55 isn’t it fantastic

d Yes The sales figures are not good

19 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

20 - ………? – 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

21 Every target group is becoming more resistant to the traditional advertising methods, brands have to look

at different ways to move people

a because

b although

c so

d where

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

a That’s why

b Because

c For instance,

d In addition,

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

a unless

b if

c where

d because

24 reality, advertisements for most luxury brands are depressingly similar

a At

b In

c By

d On

25 Clever advertising is no substitute good quality at a reasonable price

a on

b in

c to

d f

e 26 Mocha Monkeys Coffee _ very quickly because of its cheap prices and unique drinks

h 27 If the government _ the legal workweek to thirty-seven hours, numerous small companies will go

bankrupt

k 28 The government has offered tax incentives to new companies in hopes of _ the economy.

n 29 _ there may be many ways to solve a problem, only some of them are practical, given the social, cultural

and organizational environment

q 30 _ goods and products are of very high quality and intended to be bought by people who are quite rich

t 31 Adidas has recently decided to shift their focus on target smaller cities and less wealthy consumers, _ it

believes growth potential is higher for foreign brands

w 32 The company wants its employees and their colleagues to take ownership with _to solve

x the recent crisis

aa 33 Sue asked Rob _

ab a whether he had missed another deadline c has he missed another deadline?

ac b have you missed another deadline? d if had he missed another deadline?

ad 34 The fact of a famous person appearing in an advertisement saying that they use and like a product is _

ae a demonstration b endorsement c participation d placement

af 35 The community center’s director thanked Mr Jacobs for _ the weekly lecture series on historical events

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

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

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

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

ap 40 I have no intention of paying such prices

ar Section 2: Language use (60 marks)

as I Read the following passage and answer the questions that follow

at SELLING DREAMS

au By John Munch

av 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

aw 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'

ax 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

ay From the Financial Times

az Choose the best answer

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

bb a It enabled the company to get its high profile

bc b They didn’t have a marketing department

bd c It launched the three most recognisable brands of cars

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

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

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

bh b because people’s buying power is increasing

bi c because people are becoming richer

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

bk 3 What does the author recommend that companies should do?

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

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

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

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

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

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

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

bs Which words in the passage mean the following?

bt 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 ………

bu 7 relating to a company or group ………

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

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

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

by 10 How easily are you persuaded by ?

bz II.Writing

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

cb

cc Dear Sir/ Madam,

cd

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

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

be welcome

cg

ch Many thanks,

ci Le Van

cj

ck

cl Notes

cm 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

cn

co III 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.

cp PART 1

cq 1 Where is this announcement being made?

cr a On an aircraft

cs b In Glasgow

ct c.c At an airport

cu d.d On a shuttle bus

cv

cw 2 Why is Mr Kim being paged?

cx a There's a message for him cy b His flight has been delayed

cz c c Someone has found his ticket da d d There is an emergency.

db

dc 3 Where are the white telephones located?

dd a On board the aircraft

de b At the ticket counter

df c c All over the airport

dg d d At an information booth

dh

di 4 Who is the audience for this talk?

dj a People at a cafeteria

dk b Shoppers at a grocery store

dl c c Guests at a party

dm d d People who want to go fishing

dn

do 5 What is being offered at a special price?

dp a Meat

dq b Bread

dr c c Charcoal

ds d d Fish

dt

du PART 2: 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.

dv 1 The man suggests advertising: ………

dw 2 The cost of online advertising: ………

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

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

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

ea

eb

ec

ed

ee

ef

eg

eh

ei

ej

ek

el

em

en

eo

ep

eq

er

es

et

eu

ev

ew

ex

ey

ez

fa

fb

fc

fd

ff

fg

fh

fi

fj

fk

fl

fp 1 d- saying fq 2 b- root fr 3 a- jointly fs 4 c - well ft 5 c - back

fu 6 b- pressure fv 7 a - for fw 8 d - lack fx 9 b - on fy 10 d - debt

fz

gh

gl 6 brand 7 corporate 8 luxury goods 9 profile 10 advertising

gm

gp

gq Dear Ms Van,

gr

gs Thanks for your enquiry of 1 April.

gt Please find enclosed our current catalogue, which contains detailed information about our products.

gu We also enclose a leaflet about Vinamilk Aloe Vera Yogurt Milk Aloe Vera is not only tasty but also really nutritious for complexion Its rich source of Vitamin A and B help bring fine complexion, meanwhile Selenium in Aloe

Vera contributes to preventing the aging of skin

gv We hope you will enjoy our products and recommend them to your friends.

gw

gx With best wishes,

gy

gz Nguyen Kim Phuong

ha Marketing Manager

hb

hc Tiêu chí và thang điểm cho bai viet

hd

he Nôi dung: Đủ nội dung yêu cầu trong đề bài (4d)

hf Cấu trúc câu: Đúng cấu trúc câu đơn/ghép/phức (đã học kỹ ơ HP1&2) = Liên kết trong câu phù hợp/logic +

thì thời (4d)

hg Liên kết: Dùng phù hợp những phương tiện liên kết giữa các câu trong văn bản (thư, báo cáo, đoạn văn) (4d)

hh Từ vựng: phù hợp, đa dạng (sử dụng từ đồng nghĩa hay cách viết khác nhưng vẫn giữ nguyên mục đích giao

tiếp) (4d)

hi Lưu loát mạch lạc: đọc dễ hiểu, không phải đoán (4d)

hj

hl PART1

hm 1.C 2 A 3.C 4 B 5 D

hn

ho PART 2

hp 1 online 2 very minimal 3 exceed 4 1/10 5 a friend

hq

hv [Paging Glasgow-bound passenger Kim, Mr Chang Su Kim Mr Kim, please come to the ticket counter of British Airways International or pick up one of the white information telephones located throughout the airport to receive an

important message.]

hx [Attention, Food King shoppers Stop by our fresh seafood department for our catch of the day Today's catch is delicious salmon steaks, perfect for grilling over charcoal Today only, these salmon steaks are two for the price of one.

And while you're at it, stop by our bakery for some French bread, still warm from the oven.]

hy

ia W: What do you think would be a good way to advertise our new product, the local paper or the radio?

ib M: We tried both before, but the results were not very good compared to how much they cost I thought we could try advertising online this time around I heard the cost is very minimal and the results far exceed other forms of

advertisement nowadays It actually costs about 1/10 of television ads yet produces similar results.

ic W: Yes, I heard something about that as well I think it's worth a try why don't you look into it and get back to me soon?

id M: I’ll go and speak to a friend of mine who works in the field He's the one who mentioned it to me a while back.

ie

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