PART 1: MATCHING VOCABULARY (20 x 1 mark = 20 marks)
Match the words with their meanings
1 Market opportunity
2 Market segmentation
3 Salary
4 Hierarchy
5 Line authority
6 A go-slow or slowdown
7 A strike
Manual-worker
8 H
Counter-cyclical
9 I
advertising
Institutional or prestige
10 J
advertising
11 Product concept
12 Bonus
13 points of sale
14 distribution channel
15 Media planners
16 Advertising agencies
17 Product features
18 Rewards
19 Resign
20 An advertising budget
All the companies or individuals involved in moving a
A particular good or service from the producer to the
consumer
Possibilities of filling unsatisfied needs in sectors in
B which the company can produce goods or services
effectively
A fixed regular payment made by employers, usually
C
monthly, for professional of office work
D Companies that handle advertising for clients
The power to give instructions to people at the level
E
below in the chain of command
advertising that mentions a company’s name but not
F
specific products
Money or something else given in recognition of good
G
work
A stoppage of work, as a protest against working
conditions, low pay, and so on
Attributes or characteristics of a product: quality, price,
reliability, etc.
Places where goods are sold to the public – shops,
stores, kiosks, market stalls, etc.
A system of authority with different levels, one above
K
the other
Additional money given for better work or increased
L
productivity
Advertising during periods or seasons when sales are
M
normally relatively poor
The amount of money a company plans to spend in
N developing its advertising and buying media time or
space
O People who work with their hands
P To give up a job or position
A deliberate reduction in the rate of production, as a
Q
protest
The people who choose where to advertise, in order to
R
reach the right customers
An idea for a new product, which is tested with target
S
consumers before the actual product is developed
Dividing a market into distinct groups of buyers who
T
have different requirements or buying habits
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PART 2: READING COMPREHENSION (60 marks)
Passage 1: Match the correct sentences or phrases for each paragraph (5*4 marks =20 marks)
STARTING YOUR PRIVATE COCA-COLA COLLECTION

(0) _Walk into any antiques store in the United States and you would be hard-pressed
not to find a Coca-Cola memento of some sort_ Bottles, trays, openers, tiny cars and
trucks, calendars and signs are just a few of the pieces Coca-Cola has produced over the
span of its 126-year history. (1)_____ And for some people, amassing Coca-Cola
keepsakes has become a lifelong passion.

Take The Coca-Cola Collectors Club, for instance. It was established in 1974 as an
independent nonprofit organization, and according to the Club’s website, its purpose is
“to promote the preservation and collection of memorabilia related to the Coca-Cola
Company.” (2)_____. There are regional or national club events every month, and
conversations on collectibles are taking place online all the time.

As employees of the Coca-Cola Company, it’s hard not to become a bottle collector.
Walking through the company’s Atlanta headquarters, you can’t help but notice the
assortment of bottles neatly arranged at each person’s desk. (3)____. Admittedly, we
collect bottles for different sentimental reasons than outside collectors. For an employee,
each bottle represents a major project, event or personal achievement accomplished while
at the company.

4) _____. We went to the vice president of heritage communications and chief archivist,
Phil Mooney, for help. Throughout his 35-year career with Coca-Cola, Mooney has been
in charge of building the Coca-Cola Company’s archives — and he’s pretty much a
walking encyclopedia when it comes to Coke collector items.

(5)____. With the national and local collectors groups, there are monthly meetings you
can check out. There is a major convention in Atlanta every year that includes an auction,
swap meet and room hopping — where rooms are set up like a Coca-Cola flea market.
Source: www.coca-colacompany.com

0 Walk into any antiques store in the United States and you would be hard-pressed
. not to find a Coca-Cola memento of some sort
Before long, you realize it’s easy to determine who has been at Coca-Cola the
A
longest based on how many bottles they have.
According to him the most engaging way to educate your-self is to connect with
B
other collectors.
While these marketing and advertising items were never intended to be collectors’
C items, their presence in people’s lives has gained them sentimental as well as real
dollar value the world over.

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D The red and white Coca-Cola logo is recognized by 94% of the world's population.
But with so many items, events and collectors, how does someone get started
E
creating their own personal collection?
With more than 40 chapters across the U.S., Europe and Australia, Coca-Cola
F collectors arguably make up one of the largest, most organized collectors' clubs in
the world.

PASSAGE 2: (5 x 4 marks = 20 marks)

LEADERSHIP QUALITIES

There are many qualities that shape a successful leader. Consequently, there is no single
recipe for guaranteeing top management skills. If there were, there wouldn't be so few
truly international success stories. Obviously, a great decision-maker possess the ability
to inspire his employees. A charismatic boss can motivate employees to give that added-
extra that puts a company over the top.

This leader is energetic while at the same time being thoughtful when it comes to
important, strategy-changing decisions. This of course does not mean that balanced
leader is without his impulsive side. In fact, it is exactly this adventurous spirit that
separates true genius from run-of-the-mill (normal, usual) management. Take Bill Gates
for example, if he hadn't left Harvard University before graduation he might never have
become the stellar (having the quality of a star) public figure that he is today. His
ruthlessness, combined with a passionate conviction has made him the envy of many an
industry captain today. Many would say that Apple's Steve Jobs was taken advantage of.
While this may be true in a certain sense, if Gates had decided to become a hardware
manufacturer, as well as a software pioneer, as was the case with Jobs, he probably
wouldn't have had his past resounding success with Microsoft software products.

Nowadays, however, the tables have turned (change positions with someone) with Steve
Jobs leading Apple to incredible successes in both hardware and software developments
for the computer, as well as innovative mobile phones and tablets. The lesson to be
learned is that leadership can make the difference between a good company and a great
company.

According to the text, are the following sentences TRUE (T) or FALSE (F):

6. Most leaders have the same sort of qualities. 

7. The ability to inspire employees is often seen in top management. 
8. A charismatic boss can motivate employees to give an extra push. 
9. Most run-of-the-mill managers are adventurous. 
10. Both Steve Jobs and Bill Gates have been extremely successful. 
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Passage 2: ( 5 x 4 marks = 20 marks)

IDEAS THAT CHANGED A NATION

Can you imagine a world without cars? Most adults in the US and many other countries
have a car, but that wasn’t always true. When cars were first invented, they were very
expensive. Only wealthy people could afford to buy them. Henry Ford changed that when
he developed a way to make cars for much less money. Ordinary families could afford to
buy a car. Ford sold millions of cars all over the world, and the company he founded is
still one of the world’s major automobile manufacturers.

Henry Ford was not a first car manufacturer in the United States, or the only one. Two
brothers, Charles and Frank Duryea, built a car in Olds opened an automobile factory in
Detroit in 1901. Olds opened an automobile factory in Detroit in 1901. Olds use a type of
assembly line in his factory. Workers moved the body of a car from on to the car until
they assembled the whole car. One car usually took almost two days to assemble. In the
year 1902, Olds built only 2,500 cars.

At first, Ford wasn’t as successful as Olds. Ford needed to find a way to assemble his
cars faster. One day, he visited a meat-packing plant in Chicago. He saw the meat move
through the plant on conveyor belts. This gave him an idea: his assembly line could have
a series of conveyor belts for the car parts. This gave him an idea: his assembly line could
have a series of conveyor belts for the car parts. This would make the line faster.

The Ford Motor company opened in 1903. Ford promised he would build a car that most
Americans could afford and enjoy. Five years later, two of his designers developed the
Model T, or “Tin Lizzie”. The price was just $950. This was a good price, but Ford
wanted to find ways to make his cars even less expensive.

By 1914, Ford could make a Model T in 93 minutes - about eight times faster than Olds.
Americans loved the Model T. It was cheap, easy to drive, and easy maintain. By 1918,
half of cars in US were Model Ts. Ford didn’t need to spend much money on advertising
his Model T. Everyone seemed to own a Model T or knew someone who did.

Henry Ford was also a good employer. Ford paid his workers five dollars a day, about
twice the normal rate. Ford also cut the workday from nine to eight hours. This made it
possible to have three equal shifts of workers. The Factory then began to make cars 24
hours a day. This saved money, and Ford lowered the price of Model T to $280.

According to the passage, choose the correct answer.

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11. Where did Henry Ford get the idea to use conveyor belts in his factory?
A. From Ransome Eli Olds. C. From a meat-packing plant.
B. From the bicycles wheels. D. From two of his designers.
12. How much did the first Model T cost?
A. $ 93 C. $950
B. $ 280 D. $2,500
13. By 1901, Olds’s automobile factory could make a car in
A. 93 minutes C. approximately 93 minutes
B. about 745 minutes D. 280 minutes
14. How much did Henry Ford pay his workers?
A. A. Twice the normal rate C. $24 a day
B. B. $8 a day D. $280 a week
15. Why did Henry Ford shorten the workday to 8 hours?
A. So workers could go home to the suburbs faster
B. To lower the price of a Model T to $950
C. So his workers could earn $5 a day
D. To divide the workday into three equal shifts
PART 3: WRITING (2 x 10 marks = 20 marks)

Choose TWO of the following questions to answer

Question 1: List out and explain four standard promotional tools that you have studied.
Question 2: What is the best kind of advertising? List out eight advertising media that
you have studied.
Question 3: How many sectors of the economy? What are they?
Question 4: List out four company’s structures and explain what is the functional
structure?

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