“the name attached to a product or service, and the product can be identified by this name” is _________.. marketing research 11.. marketing research 13.. REARRANGE THE WORDS TO MAKE COR
Trang 1MARKET LEADER UPPER - INTERMEDIATE
new edition
Trang 2UNIT 2
INTERNATIONAL MARKETING
Trang 3Choose correct answers
1 is a term used by economists to describe how wealth is shared in a country.
A Income distribution B Monetary regulations C Economic situation D Political stability
2 Another name for a domestic market is .
A local market B house market C home market D national market
3 Because of tight _ company profits could not be taken out of the country.
A buying habits B monetary regulations C economic situation D income distribution
4 The purchasing behaviour of consumers can be described as their .
A buying habits B political stability C economic situation D special offer
5 can defined as “to make something for sale, services, etc known to the public.”
A Penetrate B Manufacture C Differentiate D Advertise
6 “the name attached to a product or service, and the product can be identified by this name” is _.
A logo B slogan C motto D brand
7 The most important decisions for international marketing are those of _ and variety reduction.
A product standardisation B product distribution C product line D product market
Trang 4Choose correct answers
8 The is improving leading to a rise in employment
A income distribution B monetary regulations C economic situation D political stability
9 The country is attractive to exporters because it has enjoyed _ for the last 50 years
A marketing strategies B economic situation C political stability D profit margin
10 The process that marketers focus on particular segments of a given overall market is called _
A target marketing B marketing mix C marketing strategy D marketing research
11 Red tape and other examples of _ hinder a company’s entry into a market
A government bureaucracy B monetary regulations C economic situation D political stability
12 The main elements of the are product, price, promotion, and place
A target marketing B marketing mix C marketing strategy D marketing research
13 A good is one which satisfies the needs of the customer and makes a product eye-catching in the marketplace
A product line B product differentiation C product placement D product design
Trang 5Choose correct answers
14 In international marketing, it is necessary to meet individual national requirements, in particular where are concerned
A consumer goods B eye-catching products C commercial goods D specific products
15 Licensing is an option which may enable the marketer to improve profits while retain
A market shares B market position C market demand D market control
16 It is extremely important for marketers to understand the _ of existing and potential customers
A buying economies of scales B buying basis C buying power D buying behaviour
17 A _ is a short written statement made by an organization, intended to communicate its aims to customers, employees, and shareholders
A mission statement B balance statement C statement of accounts D statement of case
18 In order to secure a , companies will try to make their products and services stand out from their competitors
A economic stability B competitive advantage C market share D buying power
Trang 6Which word in each group does not form a word partnership with the word in bold?
X X
X X
X
X X
Trang 7ODD ONE OUT
Growing market Developing market Declining market Expanding market
Market niche Market research Market segment Market sector
International market Overseas market Domestic market Worldwide market Launch a product Bring out a product Introduce a product Withdraw a product
Retailer Distributor Manufacturer wholesaler
X X
X X
X
X X
Trang 8REARRANGE THE WORDS TO MAKE CORRECT PHRASES
impressive/really/figures/sales
new/relations/ department/ public
programme/ ambitious/ highly/ research/
market
overseas/ operations/ expanding
sheet/ improving/ rapidly/ balance
volatile/ exchange/ rate/ extremely
confidential/ highly/ report/ marketing
really impressive sales figures new public relations department highly ambitious market research programme expanding overseas operations
rapidly improving balance sheet extremely volatile exchange rate highly confidential marketing report
Trang 9JIT
NIC
B2B
PR
PLC
TQM
USP
B2C
JUST IN TIME
NEWLY INDUSTRIALISED COUNTRY BUSINESS TO BUSINESS
PUBLIC RELATIONS PRODUCT LIFE CYCLE TOTAL QUALITY MANAGEMENT UNIQUE SELLING PROPOSITION/POINT BUSINESS TO CUSTOMER
Complete the blanks with acronyms
1 Nowadays, a company that can supply deliveries has a strong competitive edge over suppliers who cannot.
2 _ is a feature of a product that no other similar products have, and which is used
in marketing to try to persuade people to buy it.
3 The concept of is that once a product is introduced into the market, it goes through a process of growth, maturity and decline, and eventually disappears from the market.
4 can be understood as the work of persuading people to have a good opinion of an organization, company, etc.
JIT
USP
PLC
PR
Trang 10MATCHING VERBS TO CORRECT COLUMNS
RETREAT FROM
LAUNCH
PULL OUT OF
BREAK INTO
PENETRATE
INTRODUCE
SATURATE
WITHDRAW
GET A FOOTHOLD IN
ROLL OUT
LICENSE
PHASE OUT
Launch a product Introduce a product Withdraw a product Roll out a product License a product Phase out a product
Retreat from a market Pull out of a market Break into a market Penetrate a market Saturate a market Get a foothold in a market
Trang 11Reading comprehension
Globalisation has affected marketing strategies in many ways In
the past, for example, the best way to enter a market tended to
be the main concern.
Today, by contrast, international marketers ask themselves
whether it is better to standardise or to adapt a product across
different markets Finding the right international mix has become
one of the key questions, and answers vary greatly from
company to company and from product to product Coca-Cola,
for example, has customised its soft drinks to every market It is
well-known that Coke in Indonesia tastes a lot different from
Coke in the UK Such a strategy is in stark contrast to Rolex’s.
Indeed, Rolex uses the same advertising message and positions
its watches the same way in the world Other companies strike a
compromise between customising and standardising, and opt for
a middle-of-the-road strategy Car manufacturers, for example,
cannot afford to design a separate car for each market However,
they do need to think of country-specific differentiating features,
as consumer tastes vary enormously from one country to
another.
1 Which of the followings is not true?
A Tastes of Coke is different from one country to another country.
B Rolex customises its products to every market
C Some companies follow a strategy of
“middle-of-the-road”
D Car manufacturers find it hard to customise its products to different markets
2 “Stark” in the passage means .
A bare and plain
B unambiguous and harsh
C complete
D rigid
3 What is the topic of this passage?
A Impacts of globalisation on marketing strategies
B Marketing strategies in history
C Changes in marketing strategies
D How to differentiate marketing strategies
Trang 12Reading comprehension (Page 16): COFFEE CULTURE COMES TO COFFEE-GROWERS
1 Which of the followings is not true?
A The Chilean prefer tea to coffee
B Peru didn’t have a mass-market coffee culture
C The Argentinian prefer ground coffee
D In Brazil, coffee can be served free
2 In which country do people drink 345 cups of
coffee a year?
A Venezuela
B Brazil
C United States of America
D Mexico
3 “Per capita” means _
A by each capital
B by or for each person
C for each country
D by or for a company
4 Which overseas market did Starbucks enter first?
A Mexico
B Austria
C China
D Japan
5 Which of the followings is not mentioned as a place to find Starbucks’ sales-points?
A bookshops
B sport stadiums
C movie theatres
D hotels
6 Which of the followings is not a problem that Starbucks has had?
A saturation in home market
B competition in European markets
C security problems in Israel
D bad experiences in Japan
Trang 13End of Unit 2