UNIT REVIEW 8: MARKETING

PART 1: VOCABULARY
Choose the best word (A,B,C or D) to complete the following sentences.

1. .........is any effort to gather information about what customers want or need.

A. Market share B. Market value C. Market research D. Market price

2. The length of time people continue to buy a product is called a “product ..............”.

A. lifecycle B. launch C. range D. line

3. When informing about products and persuading customers to buy, you are trying to .............
the products.

A. promote B. improve C. buy D. discontinue

4. The percentage of sales a company or a product has in a region is its market .........

A. place B. share C. research D. segment

5. Sales .............. show how much a company has sold over a certain period of time.

A. forecasts B. figures C. numbers D. targets

6. .............. is how much a company thinks it will sell in a period.

A. Sales check B. Sales target C. Sales figure D. Sales forecast

7. The amount of money available for advertising of a business in a period is ..............

A. advertising allowance B. advertising target

C. advertising budget D. advertising payment

8. A business which gives companies advice on advertising and making ads is called ..............
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A. advertising place B. advertised company

C. advertised department D. advertising agency

9...............is the ranking of a company or brand against its competitors in terms of its sales.

A. Market economy B. Market place C. Market order D. Market position

10. A term used to talk about where and how people buy things is ..............

A. consumer behavior B. consumer profile C. consumer goods D. consumer stock

11. Things people buy for their own use are ..............

A. consumer demand B. consumer profile C. consumer goods D. consumer choice

12. .............. is the description of a typical customer.

A. Consumer goods B. Consumer group C. Consumer service D. Consumer profile

13. The combination of products that a company has to offer is defined as ...............

A. product lifecycle B. product market C. product range D. product line

14. The market for outdoor jackets is ............... because there are many competitors.

A. profitable B. competitive C. favourable D. stable

15. After the launch of the jacket, the situation was disappointing because its sales…….below
the target.

A. rose B. increased C. raised D. fell

PART 2: GRAMMAR

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Choose the best word (A,B,C or D) to complete the following sentences.

1. “The four Ps” of the “marketing mix” stand ............ Product, Price, Promotion and Place.

A. for B. out C. on D. at

2. The sales representatives met customers and persuaded them .............. their products.

A. buy B. to buy C. buying D. bought

3. Advertising budget is an amount of money available ......... advertising in a particular period.

A. on B. to C. for D. in

4. The financial consultant gave us some useful advice .............. our advertising and marketing
campaigns

A. on B. at C.to D. for

5. Who is the market leader .............. sportswear maker in Vietnam?

A. at B. for C. on D. in

6. Our marketing department is making the biggest effort on ..........market shares that have lost.

A. to regain B. regain C. regaining. D. regains

7. Their customers continue ............. the high quality products at their outlets until midnight.

A. to buying B. buy C. bought D. to buy

8. What does your Board of Management expect the sales representatives ..............?

A. achieve B. achieving C. to achieve D. achieved

9. .............. company plans to reach far into Chinese interior?

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A. Which B. Why C. How D. When

10................ does it take your competitor to do marketing surveys?

A. How many B. How much C. How long D. How far

11. Adidas Chief Executives allowed the German group.......the number-one market position.

A. gain B. gaining C. to gain D. gains

12. After a lot of effort, LiNing’s moved up .............. the second position against other
sportswear manufacturers.

A. to B. at C. on D. in

13...............products are they expecting to sell?

A. How much B. How many C. How D. why

14. Do you remember when she would like..............us?

A. meet B. meeting C. met D. to meet

15. I’d like to thank him for giving me some..............advice.

A. use B. uses C. useful D. usefully

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PART 3: READING COMPREHENSION

Read the following passage and answer the questions.

Stirring up the tea market

By Haig Simonian

Competition in the hot drinks market reached boiling point on Wednesday, as a former Nestlé
executive launched a new tea making system to compete with the Swiss food group's own
recently launched product. The move followed legal action, as Nestlé this week won a court
battle to ban a rival product in its highly profitable Nespresso business.

Eric Favre, previously Nespresso's chief executive, and who is now an independent businessman,
launched Tpresso, a new tea-making system which he said he wanted to make "the Nespresso of
tea". The first machines, to be assembled in China from European components, will go on sale in
China in April, with other Asian markets next year, and Europe possibly following.

The new system, to be sold in China for Rmb5.000 ($756), followed Nestlé's launch last years of
Special T.a tea-making system designed to do for tea what Nespresso has done for coffee.
Machines for Nestle's Special T system, launched initially in France, cost €129 ($168), with a 10
capsule pack costing € 3.50.

Over on the coffee front, a commercial court in the Swiss city of St Gallen gave Nestlé an
important legal victory on Monday when it won its case against discount retailer Denner. Denner
had been selling Nespresso-compatible coffee capsules for about half the Nestlé price. Last June
Nestlé showed its willingness to defend Nespresso, which it says is protected by 1.700 patents. It
took legal action against the US company Sara Lee, when it launched its L'Or Espresso machine.

1. What competition reached a boiling point in the hot drinks market?

A. Coffee vs. Tea

B. Nespresso vs. Tpresso
C. Starbucks vs. Nestlé

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D. Espresso vs. Cappuccino

2. Who launched the new tea-making system to compete with Nestlé's product?

A. A former Starbucks executive

B. A former Nestlé executive
C. An independent inventor
D. A Chinese entrepreneur

3. What is the name of the new tea-making system launched to compete with Nestlé's product?

A. TeaMaster
B. Tpresso
C. Special TeaX
D. Teavana

4. Where will the first Tpresso machines go on sale?

A. Europe
B. United States
C. China
D. Africa

5. How much does the Tpresso system cost in China?

A. $129
B. $756
C. $168
D. $3.50

6. Which court granted Nestlé an important legal victory against Denner?

A. A court in Paris
B. A court in Geneva

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C. A court in Zurich
D. A court in St Gallen

7. What was Denner selling that prompted Nestlé to take legal action?

A. Tea
B. Coffee capsules
C. Espresso machines
D. Tea-making systems

8. How many patents does Nestlé claim to protect its Nespresso system?

A. 1,700
B. 500
C. 3,000
D. 1,000

9. Which company faced legal action from Nestlé for launching a competing espresso machine?

A. Starbucks
B. Sara Lee
C. Denner
D. L'Or Espresso

10. What is the price of a 10 capsule pack for Nestlé's Special T system?

A. €129
B. €756
C. €3.50
D. €168

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PART 4: LISTENING

Listen and choose the best answer Track 8.1

1. Which marketing methods work best with doctors? - ________

A. face to face B. telephone C. e-mail D. messages

2. How long is each meeting with doctors? - ________

A. One or two minutes B. 10 or 15 minutes

C. Five or 10 minutes. D. 20 or 30 minutes

3. What are “rational” advantages?

A. The reasons why doctors should use this product

B. This product is better for patients

C. Why doctors should compare this product to the others

D. Doctors have been using this product in the past.

4. What are “emotional” advantages?

A. Patients will have easier lives

B. The benefits of the product for doctors' patients

C. Products have side effects

D. Patients and doctors like to use this product.

Listen and choose the best answer Track 8.2

5. What’s the biggest problem when marketing pharmaceuticals? ________

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A. Short time.

B. Target pressure

C. Regulatory environment

D. Appointment changes

6. What are the laws in pharmaceuticals like?

A. Quite strict B. Quite long C. Quite complicated D.Quite confusing

7. What do they want for patients?

A. To lead better lives

B. To eat and sleep well

C. To recover quickly

D. To feel positive

8. How do they present the data?

A. in a clear and brief way

B. in a fair and clear way

C. in a fair and balanced way

D. in a brief and balanced way

9. What are they trying to develop?

A. campaigns

B. strategies

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C. plans

D. budgets

10. Where are they developing their campaigns?

A. Asian countries

B. European countries

C. Big cities in Europe

D. Countryside

PART 5: WRITING

Task 1: Put the words in the correct order to make questions.

1. mean / does / What/'launch' /?

2. like / Manager / our/talk / you / to /to / Would / Marketing/?

3. a / advertising / Do / lot / on / spend / they/?

4. advertise / did / range / their / they / Where / new/?

5. targets/meet / Did/your/ you /sales/?

6. expecting/figures / sales / Were / better / you /?

7. my / Have/sales/read/report/ you / quarterly/?

8. a/How/do/often / report / write / you /?

Task 2: You work for the Marketing Department of Hamilton Food and Drink Products. You
receive the following e-mail from Mr. Rijsbergen.

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 Dear Sir,

I am interested in your range of diet products which I saw advertised in Healthy Home Magazine.

Could you please send me a copy of your catalogue?

Further details of your new brand of mineral water would also be very welcome.

Many thanks. Wim Rijsbergen

Write a reply (80-100 words) to Mr. Rijsbergen based on the notes below.

Notes: Thanks for enquiry / enclose catalogue / also enclose leaflet about Lavie (latest brand of
spring water) and say a few words about this product (offer real benefits; recommended by
medical authorities) / offer to send a representative with sample/ end the email suitably.

PART 6: SPEAKING

Describe the shirt you have bought recently.

You should say:

 Where you bought the shirt/Why you bought it

 Which of the four Ps influenced your decision
 What the shirt is like
 How much money you paid for the shirt
 And say if you feel satisfied with the shirt and why (not).

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