Selling dreams By John Munch END OF UNIT TEST – M2 Unit 8 Duration 75 minutes Section 1 Language knowledge (40 marks) I Fill in each blank in the passage below with ONE suitable word An old (1) says t.
END-OF-UNIT TEST – M2 - Unit Duration: 75 minutes Section 1: Language knowledge (40 marks) 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.” A says B say C sayings D saying A trunk B root C branch D twig A jointly B join C joined D joints A better B good C well D best A side B front C back D bottom A pleasure B pressure C pressing D plaster A for B in C by D of A lacks B black C slack D lack A to B on C at D for 10.A doubt B debut C debit D debt 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 A How B What 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 that C Very well, thank you And you? D Very well, thank you It’s been very busy M2 - EOU Test Unit 20 - ? – It’s doing really well Orders are pouring in, actually A What about our new range of furniture B What 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 of 26 Mocha Monkeys Coffee very quickly because of its cheap prices and unique drinks A is expanding B expands C expanded D would expand 27 If the government the legal workweek to thirty-seven hours, numerous small companies will go bankrupt A had cut B will cut C cuts D cut 28 The government has offered tax incentives to new companies in hopes of the economy A consuming B boosting C breaking D controlling 29 there may be many ways to solve a problem, only some of them are practical, given the social, cultural and organizational environment A Because B Since C Although D After 30 goods and products are of very high quality and intended to be bought by people who are quite rich A Consumer B Downmarket C Upmarket D Producer 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 A whether B that C where D which 32 The company wants its employees and their colleagues to take ownership with to solve the recent crisis A managed B management C manage D managing 33 Sue asked Rob A whether he had missed another deadline C has he missed another deadline? B have you missed another deadline? D if had he missed another deadline? 34 The fact of a famous person appearing in an advertisement saying that they use and like a product is A demonstration B endorsement C participation D placement 35 The community center’s director thanked Mr Jacobs for the weekly lecture series on historical events A circulating B organizing C applying D insisting 36 There’s an bonus if I exceed my sales target by more than 10% A add B addition C additional D added 37 It’s to sell such goods without a proper permit A legal B illegal C illegally D legalize 38 We’ll need a detailed cost before giving final approval A analyze B analysis C analyst D analyzation 39 Their latest figures demonstrate that their shares are ready for a big rise! Buy now! A convince B convinced C convincing D convincingly 40 I have no intention of paying such prices A inflate B inflation C inflated D inflating M2 - EOU Test Unit Section 2: Language use (60 marks) I Read the following passage and answer the questions that follow SELLING DREAMS By John Munch 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 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' 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 From the Financial Times Choose the best answer What was unusual about Ferrari's marketing until 1993? A It enabled the company to get its high profile B They didn’t have a marketing department C It launched the three most recognisable brands of cars D They were among the world’s corporate giants thanks to its help Why must all companies produce goods of very high quality, according to the author? A because people aren’t pleased with low quality goods at all B because people’s buying power is increasing C because people are becoming richer D because people are buying goods on the basis of desire rather than need What does the author recommend that companies should do? A They should give their brand emotional qualities that match customers' strongest desires, thus creating and selling dreams B They should have a marketing department that helps to find out customers’ need C They should some statistics about the market before launching their products D They should break into new markets, such as Switzerland, China, Italy, Japan, etc What does each of the following underlined words / phrases refer to? … for most of its existence, of an advertising department (paragraph 1) … they must establish a brand for years to come by giving it emotional qualities … (paragraph 2) Which words in the passage mean the following? 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 …………… relating to a company or group …………… expensive items that are bought from choice and not necessity …………… Fill in each blank with ONE suitable word from the passage Put it in its correct form or tense Consumer is a description of a typical customer who may be interested in a product 10 How easily are you persuaded by .? II Writing M2 - EOU Test Unit You are Mr Keith Liekerman, Marketing Manager of Vegetables Supreme From the notes below, write a letter of enquiry to Mr Fidel Englebert asking for the price list and some details about the product Dear Mr Englebert, I am …………………………………………………………………………………………………… We would like to enquire some details about your product: Where ……………………………………………………………………………………… ? Would you be able to ……………………………………………………………………… ? Could you please ……………………………………………………………………………………… ? We would be grateful ………………………………………………………… Yours ………………… , Keith Liekerman Notes: + paragraph 1: saying who you are & showing interest in purchasing and selling organic vegetables + paragraph 2: enquiring some details about the product (where the vegetables are grown and how to ensure that they are organically grown & providing regular supply of vegetables delivered fresh everyday ) + paragraph 3: asking for the price list + paragraph 4: closing the letter III Listening PART ONE: Listen to the recording twice and choose the appropriate answer to each question Announcement Where most likely is the announcement being made? A At Mr Lamb’s studio B At a newspaper company According to the speaker, who is Theodore Lamb? A A publisher B An artist What are the listeners reminded to do? A Attend an official reception B Write an article on modern sculptors Talk What does Choice Co most likely specialize in? A Designing interiors B Moving furniture What are listeners asked to do? A Meet at another location B Label their personal belongings C At an international publishing expo D At an art gallery C A critic D A curator C Enroll in a sculpture class D View a temporary exhibit C Installing equipment D Removing pests C Give instructions to workers D Cover some furniture with plastic PART TWO: Listen to a talk twice and complete the notes News out of Hong Kong + the (6) rose to its highest level in three years + Most major banks: reporting (7) during last quarter + Investors: rushing to pick up banking shares viewed by (8) as + According to Andy Li, the industry: optimistic about the (9) for next year + Government: planning to fund regional building projects to improve (10) THE END M2 - EOU Test Unit KEYS - EOU TEST – M2 - Unit Section (40 marks) I (10 marks) D saying B root B pressure A for A jointly D lack C well B on C back 10 D debt II (30 marks) 11 A 16 B 21 C 26 A 31.B 36 C 13 A 18 C 23 D 28 B 33 A 38 B 14 C 19 D 24 B 29 C 34 B 39 D 15 A 20 A 25 C 30 C 35 B 40 C 12 D 17 B 22 A 27 C 32 B 37 B Section (60 marks) I Reading comprehension (20 marks) B D A brand corporate luxury goods (of) Ferrari profile all companies 10 advertising II Writing (20 marks) SUGGESTED ANSWER Dear Mr Englebert, I am Keith Liekerman, Marketing Manager of Vegetables Supreme We are interested in purchasing and selling your product, organic vegetables, in our grocery store We would like to enquire some details about your product: Where are the vegetables grown and how you ensure that they are organically grown? Would you be able to provide a regular supply of vegetables delivered fresh everyday? Could you please send me an up-to-date price list of your organic vegetables as well? We would be grateful for an early reply Yours sincerely, Keith Liekerman III LISTENING (20 m) Part 1 D B D D A M2 - EOU Test Unit Part stock market record profits experts undervalued financial outlook 10 local infrastructure SCRIPT - UNIT Part Announcement Welcome to Olson Modern In this building, you’ll find the country’s largest permanent collection of prints by the internationally renowned painter and printmaker, Theodore Lamb These range from his very earliest works from the 1930s to his later masterpieces, including Unification from 1972 I’d also like to draw your attention to our special exhibition Over the next month, we will display a collection of sculptures by various artists, centered on the theme of family Don’t miss this great opportunity! Talk As many of you know, we’ve hired Choice Co to get rid of the insect problem in our building Their crew was supposed to come this afternoon, but I just got a call from the owner, who said that they have to reschedule for tomorrow at 9:00 A.M The chemicals they’ll be using won’t damage your office furniture or equipment, but it is recommended that you put any cups, dishes, or eating utensils into a closed drawer We’ve arranged temporary work spaces for tomorrow at the Elkton branch, so you should meet in the lobby at the normal start time One of their employees will show you where to go Thank you for your cooperation Part In positive news out of Hong Kong today, the stock market rose to its highest level in three years following announcements from the financial sector With most major banks in the region reporting record profits during the last quarter, investors rushed to pick up banking shares viewed by experts as undervalued Mr Andy Li, a spokesperson for the Hong Kong Trade Association, said that the industry was optimistic about the financial outlook for the next year In addition, the government plans to fund regional building projects to improve local infrastructure This is expected to draw even more investors to the area M2 - EOU Test Unit ... Kong + the (6) rose to its highest level in three years + Most major banks: reporting (7) during last quarter + Investors: rushing to pick up banking shares viewed by (8) as + According... should have a marketing department that helps to find out customers’ need C They should some statistics about the market before launching their products D They should break into new markets, such... optimistic about the (9) for next year + Government: planning to fund regional building projects to improve (10) THE END M2 - EOU Test Unit KEYS - EOU TEST – M2 - Unit Section (40 marks)