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MARKET LEADER –Intermediate

Business English Course Book – 3rd Ed.
David Cotton David Falvey Simon Kent
 Unit 1 Brands

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 A
Unit 3 Selling

a) the title given to a product…

1. d loyalty that makes it
b) using an existing name on
2. c image another type of product
Brand

c) the ideas and beliefs people

A
3. b stretching have about a brand
d) the tendency to always buy
4. e awareness a particular brand
e) how familiar people are with
5. a name a brand(or its logo and
slogan)

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 A
Unit 3 Selling

f) the set of products made

6. by a company
i launch
g) the use of a well-known
7. j lifecycle person to advertise
Product

products
A
8. f range h) when products are used in
films or TV programmes
9. h placement i) the introduction of a
product to the market
10. g endorsement j) the length of time people
continue to buy a product

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 A
Unit 3 Selling

k) the percentage of sales a

11. m leader company has
l) customers of a similar age,
12. n research income level or social group
Market

m) the best-selling product or

A
13. k share brand in a market
n) information about what
14. o challenger consumers want or need
o) the second best-selling
15. l segment product or brand in a
market

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B 1. No one recognizes our logo or slogan. We need to
brand awareness
spend more on advertising to raise…………………….
2. Consumers who always buy Sony when they need
loyalty
a new TV are showing ..………….
3. A fashion designer who launches his or her own
Brand

stretching
perfume is an example of ……………...
image Of Mercedes-Benz is such that its
4. The …………..
products are seen as safe, reliable, luxurious, well
made and expensive.

6
 B 5. George Clooney advertising Nespresso is an
endorsement
example of…………………….
life cycle Consists of introduction, growth,
6. A ..………….
maturity and decline
Product

range means that it appeals to all

7. Tesco’s wide …………...
sectors of the UK market.
8. The use of Aston Martin cars and Sony computers
placement
in James Bond films are examples of …..…………..

7
 B
leader in computer software.
9. Microsoft is the ……………
10.In countries with ageing populations, the over-
60s age group is becoming an increasingly
Market

important segment
……………. .
challenger in carbonated soft drinks.
11.Pepsi is the ..……………..
12.Focus groups and consumer surveys are ways of
research .
conducting…..…………..

8
 Unit 12 Products

C
1. demand
Of shareholders ………………
2. label
Values of a historic …………
3. exclusivity
Need for ………………
Reading

4. Look for
………………..
5. Understand people from
…………………… different
countries.
6. Forget Calculator
……………..
7. double in five years
…………
8. of luxury buyers
Next wave ………………
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 Unit 12 Products

Present simple and present continuous

LANGUAGE REVIEW

• We use the present simple to give fact

information/to talk about routine activities or
habits.
• We use the present continuous to talk about
ongoing situation and projects.
• We use the present continuous to talk about
temporary situation.

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 Unit 12 Products

B
is working with brand owners to
1 a) At the moment, eBay .………………..
remove fake items.
Language review

b) eBayspends/spend
……………………. now $20m a year analyzing
suspicious sales.
2 a) Louis Vuitton usually …………… sell its products through
authentic Louis Vuitton boutiques.
is negotiating with
b) At the moment, Louis Vuitton …..……………………
Hubert de Givenchy.
are launchingimportant new
3 a) Both Apple and BlackBerry ………….…………
products this year.
have a BlackBerry
b) These days, a lot of people ….…………

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 Unit 12 Products

B page 10
is growing
LANGUAGE REVIEW

The Google brand (1) .....……………(grow) rapidly

According to the Millward Brown Brandz report, it
holds (hold) first place….100 brands.
(2) …………..
The IT field (3) dominates
…………... (dominate) the top-ten
corporate brands.
operates (operate) websites at many …
Google (4) ..…………..
and (5) generates
.…………… (generate) revenue by
providing… opportunities.

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 Unit 12 Products

B
LANGUAGE REVIEW

focuses
Google always (6) …………...(focus) on the user and
see (see) Google as
consumers usually (7) ………..
quite trustworthy.
Nowadays, companies (8) are beginning (begin) to
……….………….
recognize … assets.
are becoming
They understand that brands (9) ……..…………..
(become)

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 Unit 12 Products

B page 10
LANGUAGE REVIEW

generate (generate) superior

Strong brands (10) ……………...
returns and protect business from risk.
holds (hold) the top
Google currently (11)………….....
position
BlackBerry and Apple are the two fastest-growing
brands in the top 100, and China Mobile (12)
is beginning (grow) steadily, too.
…………………..

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 B page 11
Unit 3 Selling

1 How about
Taking part in meetings

What do you think

2
3 I am not so sure
A
4 That’s true

5 how do you feel about this

6 In my opinion

7 Why don’t we
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