Professional Documents
Culture Documents
Unit 3 Progress Test
Unit 3 Progress Test
Name: _______________________________
Part 1 Reading
Task 1
7 points
Look at statements below and the extracts from an article on product development.
Which extract (A, B, C or D) does each statement 1–7 refer to?
For each statement 1–7 mark one letter (A, B, C or D).
You will need to use some of the letters more than once.
A
Ideas for new products can come from many different sources: from customers, from
R&D, from competitors, employees, casual conversations and focus groups, or they
might be generated by brainstorming teams. Once ideas have been generated, they have
to be screened to eliminate wild and unsound concepts which could be a loss to the
company. Ideas have to benefit the market in some way, be feasible to produce
(technologically and cost-wise) and be profitable. Once the ‘go’ decision has been taken
for a potential new product then funds can be allocated for concept development testing.
B
At this stage the company needs to conduct a pre-commercialization business analysis
which will include what-if contingency planning. Full-scale commercial production will
then be started before the new product is launched on the market with advertisements and
special promotions. The distribution pipeline should be full of the product, ready for
when the consumers rush to the stores.
D
Total product development is the prototype stage where a mock-up is built and tested in
typical situations where it may be used. Changes might be made before an initial test run
of the product is produced and tested in a test market in real-life conditions. The company
may trial the product with trial marketing and this will also test the packaging which the
consumer sees, and the transport packaging, if this is different. The production process
also has to be trialled to see if the production facilities are sufficient to cope with the
production run planned.
Task 2
18 points
Complete the text with a, an, the or no article. The first two are done as an example
for you.
(00) The key to (0) a successful business is marketing. Marketing focuses (1) ____
company’s resources on (2) ____ most promising market opportunities and keeping
(3) ____ customer satisfied. There are (4) ____ lot of external factors to monitor, such as
(5) ____ interest rates, (6) ____ fashion trends and (7) ____ legal requirements you must
meet. This is (8) ____ external environment which you cannot control. You can control
(9) ____ internal marketing mix and (10) ____ marketing process. (11) ____ marketing
mix is often known as (12) ____4Ps. These are product, price, promotion and place.
(13) ____ successful mix of these factors will enable you to match (14) ____ customers’
needs better than your competitors can and this will give you (15) ____ advantage. You
need to attract new customers and increase your market share by offering better benefits
(perhaps through improved features, or just better promotion) to (16) ____ customer at
(17) ____ price which is attractive and make your product available from (18) ____
convenient place, including on the Internet.
Task 1
5 points
Write an email based on the following brief. Write about 50–60 words.
You have just listened to an interview with Charlie Wang, President of New China
Packaging, and it has completely transformed the way you think about packaging
design.
_______________________________________________________________________
_______________________________________________________________________
3 Bill Gates is the world’s richest man. He is the chairman of Microsoft Corporation.
_______________________________________________________________________
_______________________________________________________________________
_______________________________________________________________________
Listen to the first part of the interview with Charlie Wang. Complete these excerpts
with the number or phrase that you hear. The first one has been done for you.
1 Asia: ___________________ of competitors making the same product in the same city
4 Customer decision-making: your product has to pitch its promise to the customer in
_______________ _______________ or less
Listen to these six people talking about products. What is the second speaker doing?
Choose from these options. You will need to use some more than once. The first one
is done as an example for you.
Recommending (x 1) Explaining (x 1)
Reassuring (x 3) Comparing (x 1)
5 points
Prepare a one-minute presentation on one of these topics. You have one minute to
prepare your talk.
A
What is important when making a presentation?
• Hook
• Clear objective
B
What is important when designing packaging?
• Differentiation
• Task force
C
What is important when describing a product?
• Background
• Overview of benefits