Market Leader Business English Marketing của tác giả Nina ODriscoll. Giáo trình gồm 18 Unit, chia thành 6 chủ đề chính. Trong mỗi Unit, có 4 phần chính. Phần đầu tiên là phần Before You Read. Trong phần này, bạn sẽ phải thảo luận các câu hỏi liên quan đến chủ đề sắp tìm hiểu. Phần thứ hai là phần Reading. Phần này gồm hai nội dung chính là: Understanding the main points (Hiểu ý chính) và Understanding details (Hiểu chi tiết). Phần thứ ba là phần Vocabulary. Phần này gồm năm nội dung chính: Understanding expressions (Hiểu diễn đạt), Word search (Tra từ), Word partnerships (Quan hệ từ), Sentence completion (Hoàn thành câu) và Prepositions (Giới từ). Phần thứ tư là Over To You. Trong phần này, bạn sẽ trả lời những câu hỏi cuối bài và tổng kết bài đã học.
vk com/ engl i s hl i br ar y Marketingstrategies A hotistic approach to marketing Marketing i n c h a l l e n g i ntgi m e s Brands Thevalueof brands Developing a brandidentitythatlasts Turning rounda brandimage lmproving customer experience youth a market Targeting 5 72 76 20 24 28 Seltingonline Making themostof anonlinestore Keeping onlinecustomers 32 36 Advertising 1.0lnternet advertising 11 Gtobat advertising campaigns 12 Sponsorship deatsforpromoting brands 13 Viratadvertising campaign 40 44 48 52 Expandinginternationally 14 Developing a successfuI national brand 15 Expanding brands intotheRussian market 16 Targeting overseas communities 56 50 64 Satisfied customers 17 Keeping customers loyalto brands 18 Developing customer relationships 58 Check Tests key Answer Glossary 76 72 80 90 книга выложена группой vk.com/englishlibrary Thisunit looksat a newapproach to marketing Discuss thesequestions you? Whattypesof advertising youlikeanddislike? Whatirritates andamuses youdon'twant,e.g.TVads,pop-ups, Howdo youavoidadvertising spam,etc.? phones people todayhavebroadband andDVDs andusemobile Howdoyouthinkthese More g: developments areaffectin companies'marketingstrategies? r theworkof advertising agencies? Understandingthe main points pageandanswerthesequestions Readthearticteontheopposite yourideaswith Afterreading thearticle,canyousummarise what'holisticmarketing' is?Compare otherstudents Whattwofactorshavemadecompanies interested in thisnewapproach to marketing? andInternet advertising aseffective asbefore? Whyisn'ttraditionatTV havereacted to thistrendin twoways.Whatarethey? Marketers wayof lookingat advertising changed thewayadvertising Howhasa moreholistic agencies work? to thewriter,manycompanies wiltbeslowto moveto holisticmarketing Whyis this? According Choose twoexplanations a) Hotistic marketing caninvolve departments, whichmakesmanaging marketing several budgets verycomprex b) Theyseeholisticmarketing asa fashionthatwil[pass c) Thereis a lackof accepted toolsfor measuring theeffectiveness of newmarketing activities d) Mostadvertising agencies don'tyethavetherightskillsandexpertise Understandingdetails Readthearticleagainandanswerthesequestions Thewritergivesanexample of howconsumers areavoiding advertising onthetelevision Whatis it? places Thewritergivestwoexamples of alternative whereadvertisers canputadvertisements Whatarethey? Whatexample doesthewriteruseto illustrate howadvertising agencies cangivecustomers a betterexoerience? According to thewriter,holisticmarketing willmakeallocating marketing budgets moredifficult Whatexampte doeshegiveto illustrates thispoint? книга выложена группой vk.com/englishlibrary U N J Ti ' S i I * L I S T I CA P P R O A { 9T O MARH.LTII{G I{ I I I The casefor holistic marketing by Gary Silverman A In big companies, marketing depaft'holistic ments are adopting marketing' - a term that expresses the growing desire of companies to use a greater s variety of marketing methods to communicate with their customers The move into holistic marketing reflects two developments Companies are losing confidence in television ro commercials.They are also aregrolving more interested in the Internet and other altemative ways of advertising 15 Technologicaladvancesare giving consumers the power to avoid advertising For example, DVDs are making it easier for people to record programmesand fast-forward past television commercials, while softr.vare helps them block Internet 20 pop-up advertisements and unwanted e-mails C Marketers have resoonded in two ways They are looking for nerv places to put advertisements, such as x ads on displays on bus shelters or on mobile phone screens And they are beginning to see any contact r'vith a consumer as a marketins opportunity The idea is to engagE :o the customer wherever the customer happens to be - a holistic approach to marketing, in other words D a better customer experience: for example.how staff shouldansrverthe telephone when customers call to ask ,m for infomation or make a comolaint They are also looking for rvays to make the shopping experiencemore interesting.and bring new excil.ement and innovation to product packaging +s and store display E Although many marketers see the advantages of a holistic approach to their marketing, many may be slow to adopt it because of practical so complications F Money for marketing comes from marketing budgets But in the new world of holistic marketing, the lines between marketing and other business ss activities are blurring In addition to marketing, other departments in a company also have a role, r.vhich makes allocating marketing budgets difficult A website, for instance, ar could be seen as a form of Internet adverlising, but websites also function asvirtual stores.So money for building a site could equally go to a marketing or product development department To make the situation more G complicated, companies are finding it difficult to compare the impact of ner.v kinds of marketing activity In holistic marketing, advertisers are no ro longer interested in simply reaching customers, but in engaging them The challenge is how to measure the impact of marketing messages - how well customers are paying zs attention to their marketing messages H There are companies working with measurement tools that help with this task, but until there is general acceptance of these tools, companies 80 may find it difficult to justify any change in how they allocate marketing 'With budgets some new media, it is much more difficult to put these budgets together.'says Alan Rutherford ss Global Media Director at Uniliver As a result, advertising agencies are not just thinking about television commercialsthese days They are trying to f,gure out ways to give книга выложена группой vk.com/englishlibrary FT UNIT1 " A HOIISTICAPPROACH TOMARKETING tr Understandingexpressions Choose for eachphrasefromthe article the bestexplanation 'Companies arelosingconfidencein televisioncommercials.'(lines 8-ro) a) Theydon'tthinkthatTVadvertsareasgoodas before goodresutts b) Theyno longerbelieve thatTVadvertsproduce ' (lines 2g13.o) engagethecustomer ' of thecustomer andkeepit a) gettheinterest b) havemoreconversations withthe customer octivitiesareblurring.'(lines ' thelinesbetweenmorketingandotherbusiness 53-55) activities arelessclear a) Thedifferences between marketing andotherbusiness activities b) Thereis a bigdifference betweenmarketing andotherbusiness tr Word search Findwordsor phrasesin the articlewhichfit thesemeanings A) new(paragraph startingto something (paragraph not withparticular aspects A) thinkingaboutthewholeof something, justdealing (paragraph B) improvements (paragraph B) fromhappening try to prevent something (paragraph B) happening completely stopsomething (paragraph possibitity C) D) thinkabouta problem untilyouhavea solution(paragraph (paragraph h) plansshowing themoneyavailable D (paragraph giving amount i) someone theirshareof thetotal D (paragraph give good for H) a reason something i) a) b) c) d) e) f) g) Findtwo otherwordsin the articlewith the samemeaningasadvertisements tr Wordpartnerships fromthe article Matchthesewordsto makenoun-nounpartnerships t hotistic television marketing customer' Internet advertising a) commercials b) marketing c) advertising d) activity e) agencies f) experience A, C,FandG) Findfiveothernoun-nounpartnerships startingwiththe wordmarketing(paragraphs книга выложена группой vk.com/englishlibrary UNIT1 " A HOLISTICAPPROACH TOMARKETING Thewriterillustrates someof hispointswithpractical examples he usesto introduce them Complete thethreephrases programmes r5-rZ) , DVDs aremaking it easier to record (tines Theyarelooking fornewplaces to putadvertisements, adsondisptays on busshelters (tinesz3-zs) (tines59-6t) couldbeseenasa formof Internet advertising, A website Sentencecompletion Usethewordpartnerships fromExercises C1andC2to comptete thisextract ' C e .i sc e n t r at ol a n e wa p p r o a ct ohm a r k e t i nkgn, o w n as 3r el o o k i nf go re x c i t i nnge w h m M ' a r k e t earnsda a a waysof engaging thecustomers, usinga mixof newmediaandm u e si t hs m a lm l b .c a nd oa [ o t m 'E v e cn o m p a n iw tr Prepositions Usethe prepositions in the boxto complete thesesentences in in of to with T h e r ei s g r o w i n gi n t e r e s t I n t e r n eat d v e r t i s i n g C o m p a n i ehsa v el o s tc o n f i d e n c.e .t e l e v i s i o a ndvertising M o r ea n d m o r ec o m p a n i esse et h e a d v a n t a g.e .a m o r eh o l i s t i ca p p r o a c h marketing M a r k e t e rn s e e dt o v i e wa n yc o n t a c.t .c u s t o m e ras s a m a r k e t i n g opportunity isthewayforwardfor Doagreewiththewriter's viewthata morehotistic approach to marketing marketers andadvertising agencies? Writea shortreportmakingthecasefor or against a moreholisticapproach to marketing in your company lncludepracticaI examples to supportyourpoints witha consumer According to thewriter,advertisers are'beginning to seeanycontact asa marketing Aretheiranyrisksin suchanapproach? Howdo youthinkcustomers opportunity' andprospective customers wi[[react? книга выложена группой vk.com/englishlibrary Thisunitlooksat marketing strategies for survivingin difficulteconomic times Discuss thesequestions Howdoesaneconomic slowdown affectconsumers'purchasing habits? ls it thesamefor business customers? Whatcana company doto survive in difficult economic conditions? Makenotesforeachof thesepoints o marketresearch o advertising spend r distribution pricing o productportfolios In difficulttimes,marketing budgets oftengetcut.ls thisa goodidea?Why?/ Whynot? tr Understandingthe mainpoints Readthe articleon the oppositepageandanswerthesequestions Whatis thepurpose of thearticle? Choose thebestoption a) to informreaders aboutthechallenges in difficulttimes of surviving b) to givereadersguidelines abouthowto survive c) to persuade readers to change theirmarketing strategy Whatgivesyouthisimpression? Thesearetheheadings forthe mainideasin thearticle(r-6) Choose oneof theheadings for eachidea Adjust pricing tactics i Adjust product Portfolios Focus on market share % Supportdistributorsj # tr Researchthe customer Maintain marketing spend Understandingdetails Readthe articleagainandanswerthesequestions Thewritergivesfiveexamples of howconsumer behaviour canchange in difficulteconomic conditions Whatarethey?(paragraph B) getthebestresultswitha reduced Thearticleincludes foursuggestions thatwitlhetpcompanies advertising budget Whatarethey?(paragraph E) (paragraph Howcancompanies makesuretheirdistributors continue to stocktheirfullrange? G) pricingtacticsdoesthewritersuggestto makeproductsmoreattractive Whatshort-term to customers? (paragraph H) I книга выложена группой vk.com/englishlibrary U N I T2 " Surviving tough marketingtimes by John Quelch A Companiesshould keep thesepoints in mind whenmakingmarketingplans for difficult economic conditions I Don't cut the budget for market research.You needto know morethan ever how consumersare reacting to a downturn Consumerstake longer searching for consumer products ro and negotiate harder for price reductions They are more willing to delay purchases,trade down to less expensivemodels or buy less C Must-havefeaturesof yesterdayare rs today'scan-live-withouts.Brandsthat B M A R K E T I Nl N GC H A L L E N G ITNI M G ES returnsooliciesto motivatedistributors are trustedare especiallyvalued and can still launchproductssuccessfully, s5 to carry your full product line This is particularlytrue with new products but interest in new brands and thatarestill unproven.Be carefulabout categoriesdeclines moving to low-priced distribution channels.This can damageexisting 20 D This is not the time to cut back on oo relationshipswith distributorsand the imageof your brand.However,it may advertising It is well documented be also a good time to drop weaker that brands that increaseadvertising distributors during an economic slowdown, when competitorsare reducing their advertising, can improve market shareandprofits.And they cando this H Customerswill be looking around for the best deals.It may not be necat lower cost than during good essaryto cut list prices,but you may economictimes need to offer more temporary price Brands may be able to negotiate promotions,such as specialoffers or better advertisingrates If you have to reduce your marketing spend, zo reductions.It may also be useful to give betterdiscountsfor quantity try to maintain the frequency of advertisements by changingfrom 30replacto l5-second advertisements, In all but a few technology ing radio with televisionadvertising, I categorieswhere prospectsfor future or increasingthe useof directmarketing, which gives more immediate 7s growth are strong.companiesare in competition for market share and, salesimpact in some cases, survival To stay ,!0 competitive, look carefully at your cost structure.This will ensure that F Marketersmust recalculatedemand for each item in their product lines 80 any cuts or consolidation activities save the most money with the least as consumerstrade down to models impacton customers that are good value,suchas cars with Successful companies not +s fewer options.In tough times, multiJ purposegoods have advantagesover abandontheir marketingstrategiesin specialised products, and weaker ss times of economic uncertainly,they just needto adaptthem items in product lines shouldbe cut Gimmicks are out; reliability, safety so andperformanceare in G Carrying large amountsof stock is risky So offer financing and better FT meaning Understanding the bestexplanation fortheseideasfromthearticle Choose (linesr4-r5) 1, Must-hove aretoday'scan-live-withoafs featuresof yesterday products a) People whichdon'thavetherightfeatures buytoo many areno longerwanted b) Manyproduct features thatpeoplethoughtwereessentiaI c) People canlivewithoutproducts, eventheonesthathavetherightfeatures Gimmicksoreout; thingslike reliobility,safetyandperformance arein (tines49-50) products fashionabte; instead, thepoputar areones a) Products thathavenorealvaluearenolonger thatofferrealvatue products; products b) Peopte no[onger wantfashionable theyonlywantserious whenbuyingproducts c) Reliability, havebecome thenewfashions safetyandperformance книга выложена группой vk.com/englishlibrary UNIT2 " MARKETING lN CHATLENGING TIMES Definitions (a-i) (1-9)withtheirmeanings Match thesewordsfromthearticle categories rates demand returns promotions discounts channels E consolidation prospecE a) b) c) d) e) f) g) in theusualprice reductions groupsof products thatareattof thesametype youusegettingforgettinggoodsto customers thesystems goodsreturned because theyarefaultyor notwanted intended activities to hetpsella product bringing together separate activities intoone[argerwhole goodsandservices people particular theneedthat havefor h) thepossibitity thatsomething willhappen i) basiccharges fora service Wordpartnerships partnerships Matchthesewordsto makenoun-noun fromthearticle advertising market marketing distribution product tist price consolidation g a) b) c) d) e) f) g) share tines promotions prices activities rates spend h) channels Sentence completion UsewordsandphrasesfromExercises A andB to completethesesentences D f.o" r t h e l a s t t h r e e m o n t h s w a s o n l y s t i g h t t y d o w n S o f o r t h i s y e a r , t h e l p o u rp , s .h' o u l sdt a yt h es a m eb, u tw es h o u l od f f e ar t t r a c t i vp e p f 0o ,re x a m p l e , ptaced offersanda d " of lOo/o fororders in January special ,r h "a v eb e c o mm e o r ec o m p e t i t i vs e ow , es h o u l b d ea b t et o r e d u c o e u rm t b withoutcuttingtheamountof advertising we S p e c i a tsi shto p a s n u rw e b s i taer et h em a i nJ c .f o ro u rh a n d - m a cdheo c o l a t e s Forallc " in theautomotive thep fornextyeararenotgoodandtheycanexpect sector, muchlowersales 10 книга выложена группой vk.com/englishlibrary UNIT2 " tr TIMES MARKETING lN CHALTENGING Wordsearch Findwordsin the articlewhich fit thesemeanings a) buy a cheaperkind ofthing than before(paragraphB) C) b) thoughtto be good (paragraph C) c) consideredimportant(paragraph (paragraph you pay F) for it d) worth the money G) e) havea bad effecton something(paragraph f) only neededfor a shorttime (paragraphH) g) stop doingsomethingbecauseit's too difficutt(paragraph J) 'difficult B, D, F andJ) economicsituation'(paragraphs Findfour otherphrasesin the articlethat mean Languageof decrease smalter, the ideaof becoming or makingsomething B-Dthatexpress Findfourverbsin paragraphs Thenaddat leasttwootherverbsthathavea similarmeaning e.g.decrease r in the correctform Complete withverbsfromExercise thesesentences t v e trh el a s tr z m o n t h s O u rs a l e s b yz p e rc e n o longterm thecompany wilthetpsavemoney, butwittdamage staffnumbers l t w o u l db ea b i gm i s t a kteo o na l lp r o m o t i o nsaple n d i n g couldwe ? Whatotherareasof expenditure downturn Why?/ Whynot? aneconomic Doyouagreewiththewriter'sadviceforsurviving givingyourtop eight company, Manager of medium-sized Writea shortreportfortheMarketing guidelines for surviving a recession yourideasto keystaffin themarketing team Present improve untilconditions to cutbackon alladvertising Youhaveheardthatyourbossintends approach analternative against thisandsuggesting Writeane-mailadvising книга выложена группой vk.com/englishlibrary UsewordsandphrasesfromUnits1-9 to complete thesesentences moneyunnecessarily lt is essential to agreea b formarketing, to avoidspending plans, pubtic is thelargest expense of mostmarketing with retations andmarket research notfar behind caneitherbeproduced itselfor byanexternaI materials byanorganisation a a Advertising A'c is thenameforanadvertisement onTVortheradio hasbeenincreased fromf7m to f 10mforthenextyear Themarketing in fashion A change or a change in pricecanaffect4 fora product or service onaltp havebeenreduced Prices bytenpercentforthesaleperiod Manysupermarkets havetheirownc of distribution; forexample, Asdahasitsownwarehouses and delivery vehicles havea t o of fivenightsforthepriceof three Thismonth,MerlinHotels 10 lnternet shopping willcontinue to takem t from'bricks ahdmortar' retailers proposal 11 Wewereaskedto prepare a marketing onthebasisof theadvertising bythectient b provided 12Thecompany'ssalesimproveddramaticallyfollowinga€1mmarketingc iswhatdifferentiates a brandin thecustomer's mind B P 14 Microsoft's Internet Explorer isthern in theglobalbrowser market games 15 Sony's PlayStation console t malesaged18-35 16 Google isanexample of a verysuccessfuI c brand 17 Theplanisto r theproduct thoughsmallspecialist shopsandourcompany website 18 Manypeople arealready comfortable making o purchases usinga computer 19 A goodcompany website relevant musthave c andbeeasyto use quicktyand 20 Ensuringthat customerorders aredelivered efficiently is essential forthesuccess of anye- Choose the bestwordor phraseto comptete eachofthesesentences Marketers todayusea greater variety of mediaandmarketinC to communicate withtheircustomers a) proceduresb) researchc) ways d) methods Whatpercentage of themarketing budgetshouldwe forTVadvertising? a) give b) share c) distribute d) allocate maybeableto negotiate Indifficult times,companies loweradvertising themto dothesame , allowing for lessmoney amountof advertising a) prices b) costs c) rates d) fees 'Sprite' is a brandnamein thesoft-drinks a) type b) category c) commerced) class Manynational brands findit difficutt to compete with brands, bothat homeandinternationally gtobat a) b) foreign c) tocat d) estabtished 76 книга выложена группой vk.com/englishlibrary UNITSl-9" CHECKTESTI Manyretailersareoffering to getcustomers intotheirshops,for examplebuyonegetonefree,free delivery on allordersover150 a) competitionsb) pricereductionsc) pricepromotionsd) listprices Onechallenge thatpharmaceutical brandsfaceis competition from products a) generic b) tookatikec) pirated d) own-labet Calculating thedifference between thesellingpriceandthecostsgivesyoutheprofit a) revenue b) margin c) difference d) amount purchase products A is anywhere theconsumer canphysica[[y a) retailoutlet b) retailchain c) retailmarket d) retailstore 10 Fashion retailer Zaranowhasa networkof over1,500storesglobatty andstitthasplansforfurther a) stretchingb) extensionc) expansiond) increase 11 Hotiday firmSunwise is to ansummer advertising campaign aimedat peoplelookingfor cheaplastminuteholidays a) release b) introduce c) start d) launch 12 Apptehasa reputation for beingcreative and in its productdevelopment a) unusual b) innovative c) novel d) advanced A n e x a m p l eeofff e c t i v e i s t h e N i k e ' s w o o s h ' l o g o b e c a u s e i t i s i n s t a n t l y r e c o g n i s e d e v e r y w h e r e i n theworld a) branding b) brand c) promotion d) communication 14 Thecompany wantsto thenewphoneasa fashion choice fortheyouthmarket a) place b) aim c) locate d) position 15 LigneRoset's strongreputation fordesigngivesit a advantage overits rivals a) competingb) competitionc) competitived) competitor produces 16'People whousethegoodsandservices a company arecalled a) customersb) consumersc) clients d) buyers 17 A brand typically includes a name,logodesignandothervisualelements suchascoloursor symbols a) identity b) image c) characteristicd) perception 18 marketing is offering customers morethanonewayof buyinga product, for example froma websiteas wellas in a retailstore a) Niche b) Directmarketingc) Brand d) Multi-channel 19 lf customers findan Internet shopping sitedifficultto use,theywilloften a competitor a) switchto b) exchange c) abandon d) replace 20A ofzoousersofouronlinestorefoundthatovergopercentwereverysatisfiedwiththeexperie a) report b) questionnairec) survey d) review книга выложена группой vk.com/englishlibrary Usewordsand phrasesfrom Units 1(F18to completethesesentences t t) andpop-up formsof lnternet advertising advertisements aremoretraditionat yourt a -whotheyareand Whenplanning anymarketing activity, it is important to understand whattheirpreferences are A n marketis a relatively interests, tastesandbackground smallmarketwithspecialised F a c e b o ioska f a s t - g r o w i5n g .n s .i t e MasterCard isthet of manyof theworld's topsports, entertainment andfashion events T h e p o i n t ao vf a d i s t o s p r e a d q u i c k t y , s o i t m u s t b e s i m p l e t o p a s s a l o n g a n d s h a r e T o s e lst u c c e s s f u l l y i n f o r e i g n m a r k e t s , i t i s i m p o r t a n t b e a b t e t o c o m m u n i c a tce.a .n d u .nJd .e r s .t.a .n d Foreacho market, it is essential of whoyourcustomers to havea clearunderstanding areandwhat motivates themto buy J in themarket, TheWiigames console willincrease Sony's despite a ]ackof reallygreatgames promotional 10 Whenyouproduce materiats fora globalcampaign, makesureyouf themintolocal languages sensitively andcorrectly to avoidanyembarrassing mistakes 11 A cost-effective methodgettingnewcustomers is personal r fromsatisfied customers people, 12 Ourservice is aimedat older withhightevets of d income 13 Advertisers arewillingto payextraforp -t .TVadvertising 14 Consumers arebecoming morew -t everyday,findingnewwaysto search, browse andpurchase online 15 Tokeepcustomers, c t needs to bea company's toppriority 16 [) isthetendency forcustomers always buy the samebrandof a product, withoutconsidering to alternatives the quickty 17 Companies thatdeatwithcustomers' complaints andefficientty aremorelikelyto getr b 18 Monitoring thenumber receives helpsorganisations of complaints a company to assess c t levels 19 Makesurea handling customer enquiries in ca[[centres arewe[[trained andmotivated 20 Customer f canprovide detaited information abouthowcustomers seeyourbusiness tr Choose the bestwordor phraseto completeeachofthesesentences is oneof themostobvious Advertising waysto a product andcanrangefrommajorTVcampaigns to less costly[ocalmarketing activities a) selt b) promote c) brand d) retait Internet advertising is aneffective wayof creating withyourtargetcustomers andbeyond a) brandimage b) brandvalue c) brandawarenessd) brandresponsiveness Manywell-known carcompanies keyringsandotheritems alsosel[ clothing, a) brand b) branding c) brand d) branded iswhena company Product manages to getitsproduct seenin filmsandontelevision a) placementb) position c) positioningd) placing 78 книга выложена группой vk.com/englishlibrary Reading methods Communicating with customersusinga widerrangeof advertising in TVadvertising Lossof confidence Growinginterestin the Internetand otherwaysof advertising that they haven'taskedfor and don't want Becausepeopleare usingtechnologyto avoidadvertising Theyare lookingfor new placesto advertise Theyareseeingall contactwith the consumeras a possiblemarketingopportunity TheyarelessfocusedonTVadvertisingandarelookingfornewwaysofimprovingtheexperienceofcustomers etc throughbettershopdisplays,packaging, a,d onto DVDsand skippingthe advertsusingfast forward El f ffrey are recordingprogrammes Bus-stopsheltersand mobitephonescreens Howstaffshouldanswerthe phonewhendealingwith an enquiryor comptaint of the marketingor productdevelopment Thedesignof a newwebsite,whichcoutdbe seenas the responsibility deDartment E Vocabulary E ru 2a 3a aadoptingbhotisticcadvancesdavoid eblock fopportunitygfigureout hbudgets iattocatingjiustifu commerciats, ads za 3d 4f 5c 6e E tto marketing opportunity, marketing budgets, marketing messages marketing departments, marketing methods, Forexampte2 suchas forinstance agencies4 marketing methods marketing budgets experience2 hotistic marketing3 advertising E Customer E r in 2in of;to with ft Reading io (Don'tcutthebudgetfor marketresearch, Becarefulaboutmovingto lowpriced Theuseof the imperative mustrecalculote demand)andshould(weokeritemsin distributionchannels )andwords[ikemust(Marketers productlinesshouldbe cut) tactics Adiustpricing portfolios Adiustproduct Focus on marketshare Maintain marketing spend z Research thecustomer l Support distributors fl fheytakelongersearchingforproducts,negotiatetowerprices,buycheapermodels,waituntitlatertob thingstheywantandbuy[ess change to shorteradvertisements, useradioinsteadofTVadvertising, usemore Negotiate towerratesfor advertising, directmarketing thatcustomers return financing deatsandpolicies to handleproducts Offermoreattractive O f f e r f i n a n ci inacIe n t i v e s , e g s p e c i a l o f f e r s o r r e d u c e d p r i c e s , a n d b i g g e r d i s c o u n t s f o r l a r g e r q u a n t i t i e s E E ru 2a Vocabulary E ru 2i 3g 4d 5e 6a Tc 8f 9h E rr za 3s 4h 5b 6d 7c 8e lines d pricepromotionse discount E t a Demand b tistprices c product a Advertising rates b marketing spend channels distribution acategoriesbprospects 80 книга выложена группой vk.com/englishlibrary ANSWERKEY El f fl atradedown btrusted cvatued dgoodvalue edamage ftemporary gabandon d o w n t u r ne, c o n o m iscl o w d o w ni ,n t o u g ht i m e s ,i n t i m e so f e c o n o m i uc n c e r t a i n t y cut, declines,cut back(on),reduce.Othersuggestions: cut down,lower,decrease, fall t havedeclined/decreased/fallen Cutting/Reducing3 cut down / cut back reduce/cut Reading E fl B f f F ( W i t h t h e r i g h t s t r a t e g y , t h e y c a n r e c o4vFe(rT )h e w r i t e r t h i n k s t h e y a r e m o r e i m p o r t a5nTt ) F (Therearetwo mainproblems;the otherproblemmentionedis competitionfrom cheapergenericproducts.) 7I l l G o o g t e L e v iS t r a u s s A p p t e L V M H M i c r o s o f t Westernmotormanufacturing and the entertainment industry Increased revenues,bettermargins,more[iketyto attractthe bestgraduatesfrom businessschoolsand keepthem ta 2b Vocabulary E p rg 2b 3d 4f 5h 6e 7c Ba lgreat,huge 2damage 3unwisety 4outstanding 5outstrip 6regained Trevival crossborders transforming El ro 2d 3e 4a 5c devetop brands, brands, buildbrands E t a)stretch b) corporatebrand,well-established brands,localbrands,nationalbrands,gtobatbrands,strongbrands,top brands 2lstretching 2damaged;repai3 r r e g a i n r e v i v a l r e c o v e r l o s t d i r e c t i o nT c h a l l e n g e s Reading E l L i s n ' t h a s a c h i e v e d3 w i l t t a s t a l o n g t i m e s t a y e d t h e s a m e5 h a s b e n e f i t s f o r c o n s u m e r s E I f f D u r a c e l l P R M a l t o r y G i t t e t t e C o m p a n y4 , E v e r e a d y a n d o w n - l a bper ol d u c t s its longertife btack,white and copperdesign lt was usedin the development ofother products, e.g.othertypesof batteriesand tightingproducts.It atlowed Duracellto becomea successfuI international brand It has beenusedin all its advertising overthe years Don'tjust focuson the product,atsothink aboutthe benefitsfor the customer Makesureyou createa strongbrandname Createa strongvisualdesignthat is stronglytinkedto the brand'spositioning Vocabulary E! ru 2a 3a E E E E s 2e 3h 4i 5d 6c 7f 8a 9b innovative? teading high-performance distinctive5 enduring6 globally recognised 1e 2c 3b 4a 5d f own-labelproducts b) brandidentity ci advertisingbrief d) consumerbrand e) marketleader u) brandidentity b) enduring a ) l e a d i n g b ) o w n - [ a b epl r o d u c t s a) high-performanceb) marketleader a) distinctive b) innovative c) advertisingbrief Reading ll fl a)r b)10 c)2 d)e e)7 f)s d4 h)s i)t i)e Because it mademostof its moneyfrom businesscustomers, not retail.Therewasalsono realcompetitorfor Windows 2ltcreatedcompetitioninthemarket.Apple'soperatingsystemhightightedsomeinadequaciesintheWindowss Thesystemdidn'tworkwith olderprinters,scanners, etc.Andtherewereno realconsumerbenefits T h e y t h o u g h t t h at h i fe y s t a r t e d p u s h i n g n e w m a r k e t i n g m e s s a g e s b e f o r e t h e y s o l v e d t h e V i s t a p r o b l e m , c o n wouldfeetevenmorenegativeaboutthe brand TheopeningoftheMicrosoftstoresinsidebigretaitchains,e.g.BestBuyintheUSandDixonsintheUK,and ptacingof Microsoftadvisorsin another150 other retailers Thewordsplannedandhasplansfo indicatethis El 2b книга выложена группой vk.com/englishlibrary 81 ANSWERKEY Vocabulary E 2e 3b 4g 5a 6h rc 8f zc 3g 4e 5d 6a 7t Erru brandimage,marketinginitiatives, businessresults f f n e g l e c t e d w a n t i n g u n c o v e r e d d e v a s t a t i n g s t r e n g t h e n c o u n t e r p r o d u c t i v eT t a r n i s h S d i r e c t release.lt doesnot meanexacttythe sameas launch.Release specifically refersto the introductionof software, m u s i ca n df i t m s perceptions advertising campaign,anti-Microsoft El anti-Vista power a) | am anti-nuctear b ) M a n yp e o p t ea r ea n t i - e x p a n s i o n f t h e E u r o p e aU n n i o n/ a n t i - E u r o p e aUnn i o ne x p a n s i o n c) Thereis a lot of anti-American feelingthesedays d) ManyInternetusersareanti-lnternet advertising E t witfr from of of; on E Reading andextraslikecoffeecups.) E f f (ltalsoseltscoffeemachines 2T F(ltatsosettsto restaurants, offices, hotetsandairlines, aspartof itsstrategy to create opportunities forcustomers to experience thebrand.) 4I 5T hasnointention F(Thecompany of becoming a coffeechain.) E 1 % 2 " / 03 o v e r 7 P a r i s Theyhavebothopened stytish outletswherecustomers canexperience andactually trytheirbrands; Nespresso has itsboutique barsandHeineken hasopened a restaurant andanairportbarwherecustomers cantry its beers 3lthopesthatexperiencingthebranddirectly-tastingthecoffeeandseeingthecoffeemachinesatwo bar- wittmakepeoplewantto buvtheproducts !l 2b Vocabulary zc 3d 4e 5b 6a Errr E E E E goods d) mait-order a) retaitoutlets b) coffeechain c)consumer business e)third-party retailersf) customer interaction l s o p h i s t i c a t e d2 u l t i m a t e s e t e c t e d4 f i r s t - h a n d5 s t a n d a t o n e6 u p m a r k e tT e l e g a n t u n d e r L o t h r o u g h4 t o i n f r o m f t c o n s u m e r r e t a i t r e t a i l i n g4 b r a n d b r a n d i n t e r a c t i o nT e x p e r i e n c e Suggested answers retailouttets, third-party retailers, brands, customer interaction, lifestyte coffeeexperience experience / first-hand branding2 retailer; experience3 consumption4 interaction5 brand retail Reading 82 E l l b r a n d a y o u n g m a r k e3t d i f f e r e n t4 c a n b e c u s t o m i s e5dd o n ' t w o r k w e t6l h a s n ' t witha youthmarket, so Scionwascreated to filtthatgap El t fhey hadno carthatwaspopular 2a)T b)S c)S d)T e)T 3ltmakesthewholebuyingprocessquicker,ascustomerscanavoidhavingtogotocarshowrooms.Th choose extras to oersonalise theircar Toyota, doesn'tuseexpensive newspaper andTVadvertising Also,thetypeof marketing activities it Scion,untike promotionat uses(e.9.organising events) aremuchcheaper, Becausetheytikeditsfashionablestylingandthefactthatitwasveryeasytogetinandoutof Because theYarisis atsoaimedat younger customers andtooksomeof Scion's market created Scion E a)theyearwhenToyota b)theaverage ageofToyota customers at thattime c )t h en u m b eorf S c i o n models d)thenumber of people working forScion e)theageofthecustomers thatScionwantsto attract f) theapproximate number of accessories andoptions thatcustomers canchoose to personalise thecartheybuy g)theapproximate number of promotional events Scionorganises eachmonthto advertise thecars h)thecurrent average ageof buyers of Scioncars книга выложена группой vk.com/englishlibrary ANSWERKEY Vocabulary 2d 3s 4b 5c 6a 7f Ere 4mainstream5unannounced6appealing Tnovel 3non-negotiable E f faverage 2twentysomething 2l3funkv (b),trendy(a) zo 3a 4e 5b Bttc 2ta 2b 3c in theirlate20s in their50s ageof customers is Theaverage thefortysomething man/ menin their4os is targetaudience/group E 1to/wittr through/by on up up into;in Reading E rr to havebothphysicat andonlinestores) F(Theyexpectretailers (7Oo/", products according to surveyin 2007)research on the Internetbefore F(Mostshoppers makinga purchaseJ 4I 5T or faultygoods;beingableto f (tt onlyoneof theissues;theothersare:havinga goodreturnspolicyfor unwanted is presented are;howthewebsit'e so it is clearandeasyfor customers coverall geographic areaswherecustomers to navigate aroundJ 7r customer needsandmakingsurethewebsitereflects theirneedsand F (t's importantfor responding to changing hasthe kindof information customers will beinterested in.) b7 c5 d2 e3 f1 g6 Ea+ Vocabulary Era zb 3a 4b E ru 2f 3a 4c 5d 5g 7e za 3b 4c Etto 27d 2c 3a 4b lI f f demanding2value 3informed 4inshortsupply 5matures 6evolve responsive (electronic buyingandselting) e-tailer(lnternetretailer) e-businesses, e-commerce g, user-friendly, interestin informative, attractive interactive, bmulti-channel E f ae-businesses a websitedevelopmentb content a d e m a n d i n gb v a t u e c e - t a i l e r s a productreviews b informativec informed Reading Eru 2b 3a 4b 5a E 1 Fifty-twopercentof all thosesurveyed Compared to the UK,fewerpeoplein the USA Inthe USA,justover40 percent Justunder85o/o of USonlineusers , lt savestime,it savesmoneyandit is moreconvenient because thecustomer canchoosefroma lot of products at thesametime Problems loggingintothewebsitebeforebeingableto buyanything.(Perhops theyarenot allowedto log in (ines15-16))Problems withthe3hoppingcart'software whichmeanthatitemsselected suddenly disappear beforethe personcancompletethe purchase.( theirshoppingcartmysteriously empties Qines16-17)) (, the sitereturnson unclearerrormessoge (ines 17-18)) Errormessages that areimpossible to understand it so easyto clickontoanothersite Because книга выложена группой vk.com/englishlibrary ANSWERKEY Vocabulary tr g E rm!re: tr tr 1c 2g 3b 4k 5d 6i 7h 8a 9t 10e 77i lemploy 2meet 3act 4throwout 5exchange 6supervise Tachieve mysteriousty effective intuitive frustrated inevitably obsotete exceptionat8 high-quatity skilled 10 proactively revealed/reported2 According to Over reported/revealed5 comparedto surveyed c o m m i s s i o n e dI c o n d u c t e d on; at up; to of; in at/in; to Reading EI ta 27c 2b 3a viralmarketingand productplacement searchadvertising Internetconnections Increased speedof (broadband) Thepopularityand growthof onlinecommunitysites/ social-networking sites,suchas MySpace, Beboand Facebook Theabilityof web usersto developtheir own contentand uptoadit onto the Internet,e.g.smatlvideoctips, graphics,etc E r rr F (Youcan alsotracehow manybecomecustomers, i.e.actualtycompletea purchase.) 3T F (Theythink they havepotential,but for a veryspecifictargetaudience.) Doveproduceda viratad to promotethe Evolutionrange.Theshortvideoclip showeda fashionmodelbeingmade up, digitatlychangedand then photographed (anenergydrink)invitedvisitorsto createand uploada shortvideoclip to its websiteas part of a Lucozade competitionto promotethe drink a pet-carecompany,produceda seriesofvideoson cat carethat inctudedreference Mastercare, to theirrangeof products.Thevideoswereput on the MicrosoftNetwork(MSN)siteto promotethe brand Vocabulary EI rc 2h 3b 4e 5g 6d 7f 8a ze 3a 4b 5c Erto B p E searchadvertising, searchengines onlinecommunities, onlinespace,onlinevideo onlineadvertising, gu z z v i r a t v i d e oc a m p a i g nv,i r a tm a r k e t i n b l keepup 2do 3divide 4prevent 5expand 6catch Tarrive a) broadbandconnections b) onlinevideo c) bannerads d) sustaining a) searchadvertising b) results c) cticks a) buzz b) viralvideo c) nicheaudience d) users e) waste a) ontinecommunity b) profitepage(s) c) upload a) rotlout b) onlineadvertising c) promote d) reach tin/of 2at 3for;to 4of Reading advertising El for gtobat lt is ratherone-sided because hewantsto convince readers thatgtobatadcampaigns area goodidea;hetherefore usesemotive language andmorearguments to supportthisposition questions, Heusestechniques Persuasive typicalof persuasive writing(e.g.rhetorical repetition of keywords,evidence to supporthispoints,personal opinion andemotive words) customer needs onemainagency withadlustments forsomemarkets E t head att understanding l t ' s t e s s e x p e n s i v e t o d e v e l o p o n e s e t o f c r e a t i v e m a t e r i a l s f o r a d vmearrt ki sei tnsg i n a l t lt'seasier andquicker to implement oneglobalcampaign expect to seethesameadvertising in theircountries because oftheincreased Peopte contact withinternational brandadvertising through travelandtheInternet E ru 2a 84 книга выложена группой vk.com/englishlibrary ANSWERKEY Vocabulary E 1i 2a 3i 4h 5f 6b 7d 8c 9s 1oe 2uninspiring3inoffensive E f f unfashionabte Suggested answers unexciting, uninteresting, unreliabte uncomfortable, indistinct, independent, insensitive 1un-now 2unsexy Suggestedanswers outofdate,old-fashioned, dated,untrendy, unfashionabte dull,uninspiring, unglamorous, unexciting wortdwide, aroundthewortd,altovertheworld E f f gtobally, gtobalcampaign/approach/advertising/brand creative materials/concept planner, advertiser, marketresearchers, marketing strategists Othersuggestions: marketing manager, onlinemarketer, mediaplanner, copywriter, art director, graphicdesigner, webdesigner, etc headoffice,subsidiaries, localoffices lI f f 5o whycanit notbeadaptedfor othercountries? Thesamebriefcould, ofcourse, begivento differentagencies in differentcountries A goodideacanbeadapted to emphasise differentbenefits, or pushdifferentproducts in a range 27c 2d 3a 4b E creatively2compettingly3globatty 4virtualty 5sensitively Reading partners raiseitsprofite E t ttrenewsponsor oneof Disney's corporate groupoffered possibitities5 moneytheyearn a widerrangemarketing _ theDisney onswers ll Suggested thedifferenttypesbusinesses in the group,e.g.thethemeparksandTVprogrammes andfitmsit makes,plus Disney's largeandvariedcustomer base agreements to providethegoodsandservices that Disneyneeds Sponsors SpaceEarthattraction ltscarsappear in Disney studiomovies lts medicalproducts appearin Gray's Anotomy, a Disney-ABC TVmedicaldrama lt suppliesDisney's fleetof company cars Vocabulary E E E II E E f f s p o n s o r s p o n s o r3 s p o r t s s p o n s o r s h i p Sponsorship2 sponsor; sponsor Sportssponsorship; sponsoring4 sponsored 7f 2e 3d 4c 5a 6b 1c 2d 3e 4b 5a vast former diverse distinct broad 1e 2a 3d 4c 5b to with on from 4from to Reading E r rr F(ltbverychallenging: it needsa completely differentapproach if it is to work.) FOhewriterimpliesthat mostcompanies arenotgettingit right) 4r 27A 2F 3E 4D 58 6C thantraditional E f tt costslessto produce advertising, socansavemoney It allowscompanies to reachandgettheconfidence ofa youngaudience thatistypically hardto reachthrough traditional advertising Therapidgrowthof home-made videosthatappearon freewebsites suchyouTube Theylackinteractivity, whichis essential online E ru 2a книга выложена группой vk.com/englishlibrary ANSWERKEY Vocabulary E t c 29 3e 4h 5f 6a 7b 8d zo 3a 4e 5b Elttc launcha viralcampaign viralmarketing, viralad(s), virate-mail, viralcommercial, viralcampaign Othersuggestions: viralmessage, viralgame/quiz, etc E f f s u b t t y b r a n d e2dc o m p e l t i n g3 w e b - s a w y4 e n t e r t a i n i n g5 s h o c k i n g5 c o n v e n t i o n aTl h i l a r i o u s chaltenge, difficutty, trouble E l l s t a n d s o u t c o n v e n t i o n a3lw e b - s a w y4 c o m p e l l i n g5 e n t e r t a i n i n g s h o c k i n gT r e l e a s e Reading El lves Yes No(lt hashadonlyhada verysmatlamountof success.) No(HethinksthatculturaI differences in howschoolbags areseenaretoogreat,andthatcustomers outside Germany payfortheextrasafetyfeatures won'tbeprepared demanded byGerman customers) 21a 2b 3a 4b agedsix,iuststartingschoot E f f Chitdren €80-100 Suggestedanswers features benefitsfor the user Technical designthat protectsbackand spine Lessriskof backpainandlong-term damage to child's spineandneck,plus canalsoimprove thechild'sposture Rigidsides Lessdamageto contentsofthe pack, e.g books and files Useof reflective materials Easier to seechitdin poorlight/ lesschance of chitdbeingknocked downbya car Vocabulary za 3b 4b Etta 2a 3b ze 3d 4b 5a E ttc Suggested onswers a) announce, introduce b) bea faiture/ fait g l l i n s t a n t l o o k - a l i k e3 t i n y s t a r k d e m a n d i n g6 s t a g g e r i n gT h u g e t i m i t e d g f a r 2lforeign 2home E a) home b) huge a) foreign b) stark c) failed d) look-alike/locat a) timited b) far a) taunchedb) staggering Reading E E 85 1 Toexplain thecharacteristics of Russian consumer behaviour andsuggest usefuImarketing andcommunications strategies Anyone withaninterestin doingbusiness in the Russian Federation, especially thoseworkingin branding and marketing lt is basedon research by Creative Advantage, a consultancy whichhetpscompanies establish theirbrandsin the Russian market F(According productshasnotyetbeenmet.) to writer,needsfor consumer F(Ontya fewhavebeensuccessful.) 3T F(Asbrands arerelatively newin Russia, products consumers enjoytryingoutdifferent andbrands.) 5T b,c,e книга выложена группой vk.com/englishlibrary AIiISWERKEY Russian consumers wouldviewsucha minimalchangeasdisrespectful to Russian culture lmagesof womenin international advertisements maynot beappropriate in Russian culture,especiatly if thewomenareshownin waythat Russians seeas lackingin respect Vocabulary E 1i 2d 3t 49 5b 6h 7c 8a 9e loi EI trc zo 3e 4a sb cutturaIrespect; consumer needs,consumer characteristics, consumer environment 11pace 2ignore 3insights 4open 5valuable 6passion Tcaress 8withdrawn reahauthentic, real-tife believabte; credibte perceived2 wellreceived badtyviewed positivety a negatively viewedviraladvertising campaign a positivelyreceivedpresentation E f f interpret takeout grow putoff start lwithdrawn 2develop 3disregard/ignore 4transtating ! Reading E rr F(lt wasdeveloped for the Indianmarket,buta numberof transactions on thesitewithinternational credit cardsmadethemrealisethat Indiansworkingabroadwerealsoa largepotentialmarketJ F(Anumberof othercompanies arealsostartingto targetthis market) 4T 5T F(ltsproduction is in India) 7T F(Sales to Indiansoutsidelndiarepresent onlya smallproportion of totalsates) 9T of FutureBazaar's websitesalesthatcomefromIndia E f f Thepercentage Thenumber of Indians livingandworking outsideIndia Themarketswith largeIndiancommunities that FutureBazaar is targeting TheyearwhencarmakerMarutiSazukisetup its websitewhereIndiansworkingabroadcanordercarsfor theirrelatives backhome Thenumberof carsalesthat havecomefromthe Marutiwebsiteto date A newspaper for Indianslivingandworkingin MiddleEast 21M 2F 3F 4M 5F Vocabulary Er.2tid4a5b697e E r u 2a 3b E f l g e n e r a t e s s p r e a d a c r o s3ss i z e a b t e4 t a r g e t i n g5 e n c o u r a g e6s r e a c h T h o s t e d b y labroad 2non-resident Etrczo3f4a5b6e Suggestedanswers passouta leaflet/ a productsampte sponsoran artsevent/ filmfestivat marketa product/ a brand runan ad / a TVcommercial E market target sponsoring4 a) fliersb) translated c) reach passout runadvertisements/ads generate |$@ Reading tess disagrees3 badty it'stoo mucheffortto changebrands anopportunity supporting customers onTVmakescustomers E f n lot of advertising lookstupidandfoolish Theychargehigherpricesandcustomers getless Innovations oftenmakeproducts morecomplicated Theydon'tlikeapologising or payingcustomers compensation for mistakes !l книга выложена группой vk.com/englishlibrary 87 ANSWERKEY An airlinecterkwho doesn'tchargea customerfor changinga fixed-dateftightwhen a customeraccidentallv makesa mistakewith the booking A mobitephoneoperatorwho politetyremovesan incorrectchargefrom a customer's bit[ Theyhavecreatedareasontheirwebsiteswherecustomercaninteractandshareinformationaboutproductfeature a n dt e c h n i c apl r o b l e m s brands/brand !l t ttrey: established owners those: customers this = companies that dealwith mistakesin a way that that encourages loyatty these: the two examplesthe writergives t h o s e: i n d i v i d u a l s this : that customerloyattyis aboutbeingabteto sotvedifficuttsituationssuccessfullv E ta 2b 3b Vocabulary E te 2d 3f 4s 5h 5c 7b 8a d f t a w l e s s3 c o n d u c t e d4 r e s o l v e s h a p e v a t u e d z v a l u a b l e E r r e s t a b t i s h e2 fickte,unfaithful, distoyal Fickle is morecolloouia[ E rru za 3e 4a 5c L decide workout setuo make (tine9),misbook (line48) El misunderstand l m i s i n t e r p r e t2 m i s i n f o r m3 m i s s p e t l Otherexamples: misplace, misjudge, misprint, misinterpret E f t m o r e ; l e s s ; l e s2sm o r e ; t h a n3 f a r a s m u c h : a s Reading El f f No,shethinksit is in a poorstate Yes No,she is suggesting a newapproachthat providescustomisedsolutionsto meetindividuatcustomersneeos Yes 244 B1 C6 D5 E2 F3 E 1 F (lt'siust one of a numberof probtems.) 2T F (Thekey to goodrelationships is offeringeverycustomera personalexperience that meetshis/herindividual needs.) F (Manyorganisation alreadycottectcustomerdata,but becauseit is kept in separatedatabases, it is oftennot availablefor this task.) motivation technology providefeedback(on howthe systemcan be improved confidence experience for customers Vocabulary E E E E rg 2h 3e 4b 5d 6a 7f 8c r rscripted 2offshore 3preiudiced 4standard 5taitored 6untapped Tprofitable Opposite:one-size-fits-all Samemeaning:customised, personalised customerservicestaff,customerserviceagent Customerserviceagent is most often used in ca[[centres;the short form is aqent poorlytrained,well-motivated r 2f 3a 4e 5b 6d f a) offshore b) motivation c) customerserviceagent a) agents b) scripts c) standard a) tailored b) satisfaction levets c) customerretention repeatbusiness Ero2f3d4a5c5e 88 книга выложена группой vk.com/englishlibrary agency commercial5 spend demand El f budget Advertising3 advertising productlines channels specialoffer 10 marketshare 11 brief 12 campaign 13 Positioning14marketleader 15targets 16corporate17retait 18ontine 19content 20 e-tailer E ro 2d 3c 4b 5a 6c 7a 8b 9a 1oc 11d 12b 13a t4d 15c 16b !7a 18d 19a 2Oc E l B a n n e r t a r g e t a u d i e n c3en i c h e s o c i a t n e t w o r k i n5gs p o n s o r6 v i r a l T c u l t u r a t d i f f e r e n c e s overseas dominance10translate 11 recommendation(s) 12disposable13 prime-time 14web-sawy 15customer service 16 Brandtoyatty 17 repeatbusiness 18 customer satisfaction 19agents 20 feedback E ru 2c 3d 4a 5b 6c 7d 8a 9c 10d 1lb 77d 18b 19a 20b t2a t3c t4b 15d 16a книга выложена группой vk.com/englishlibrary 4commercial5spend 6demand E f budget 2Advertising3advertisingagency productlines channels specialoffer 10 marketshare 11 brief 12 campaign 13 Positioning14 marketleader 15targets 16 corporate 17 retait 18online 19 content 20e-tailer E 2d 3c 4b 5a 6c 7a gb 9a 10c 11d rzb 13a r|d 15c 16,b 77a 18d 19a 2Oc differences E Banner targetaudience3 niche socialnetworking5 sponsor 5virat culturat overseas dominance10translate 11 recommendation(s) 12 disposable13 prime-time 14web-sawy 15 customer service 16 Brandloyalty 17 repeatbusiness 18customer satisfaction 19agents 20feedback E t u c d a b c d a c o d 1b r a r i c t7d 18b t9a 20b r|b книга выложена группой vk.com/englishlibrary 15d 76a 89 Marketing is oneof a rangeof newspecialist titlesdesigned for useon its ownorwiththeMorketLeoder series.ldealfor stu dents whoneedto lear nthe[anguage m of or especi al i s ed English, a reasof business thebookfocuses on ther ead i ng y ski llsandvocabulardevelopment r equir ed for m ar ket i ng It i ncludes: o authenticreadingtextsfromthe Financial Times@ andothersour ces a glossaryof specialised language 'CheckTests'designed o two to helpassessprogress Othertitlesin thisser iesinclude: o Accounting andFinance o Business Law o Hum anResour ces o Logistics Management Working AcrossCultures Formoreinformation on the MarketLeader seriesgo to: www.market-leader.net -8 rsBN978-1-4082-2007 книга выложена группой vk.com/englishlibrary ,ililIltl[ [...]... repairits image theresults 2 Whatmarketing has activities couldbe usedto repairtheimageof a brandwhosereputation beendamaged by: problem? a) a safetyor environmental b) a scandal involving in anemerging unacceptable workingpractices market? 3 Doyouthinkthe marketing initiatives described in thearticlewillbesuccessfuI in improving the Microsoft's image? 4 Research anyothermarketing initiatives Microsoft... Wordpartnerships 1 Matchthesewordsto makenoun-nounpartnerships fromthe article 1 business 2 brand 3 consumer 4 advertising 5 customer 6 marketing 7 retail a) b) c) d) e) f) g) push customers weakness satisfaction campaign stores benefits partnerships Findthreeothernoun-noun in thearticle,onethatstartswitheachof thesewords:brand,marketingandbusiness, !| Wordsearch Findwordsin thearticlewhichfit thesemeanings (paragraph... difference batterybrand- a positionthe business through visual pointerssuch as logo, still maintains in the face of the designandpackaging recentand rapid rise of supermarkets' In the case of Duracell, now part cheaper,own-labelproducts of the GilletteCompany.innovative E Lippincott's advertising brief in 1963 was to createa new brand that would help Mallory becomemarket leaderand that would also be strons... ofjust:t buyer targetaudience in their20sand30s книга выложена группой vk.com/englishlibrary UNIT7 " TARGETINGAYOU MTAH RKET Whatagearethesetargetgroups?Choose the correctoptions 1 Ourtargetmarketis peoplein theirearly30s a)30-33 b)34-35 c)37-39 2 0ur biggestmarketis olderpeoptein theirmid-60s a) 67-63 b) 64-66 c) 67-69 3 Thekeymarketforthenewrangewillbewomenin theirlate4os a) 40-43 b) 44-46 c) 47-49 Replace... eirnsc' r e a s i inngt e r e s.t .e n v i r o n m e ni st as lu e s DoyouthinkthatToyota's strategy of developing andmarketing carsspecifically fora youthmarketis a goodstrategy? yourviews,givingreasons Present andexamples to supportyourposition Design theperfectcarforan urbanyouthmarket(ages18-24) a) Listtheneedsanddesires ofthistargetgroupandthefeatures thecarshouldhave promotionaI b) Ptansome activities... televisions Consumers are marketplaceis having a big impact on the retail market Customerscan so moreinformedthanever.tumineto the Connectingwith customers throughonline content D FT книга выложена группой vk.com/englishlibrary 33 illlll UNIT8 '' MAKIT'IG THEMOSTOFAN ONLINE STORE tr Understandingexpressions Choose thebestexplanation for eachphrasefromthearticle 1 'Thedevelopment marketplace of a multichannel... says, 'It's not obvious new consumerbenefits D good enoughjustto sell a lot oflicences Satisfaction was not good, and :o Apple saw the chance and launched or have good businessresults.'As part a devastating anti-Vista advertising of the marketing push, he plomises a campaign, describing Microsoft's softdeeper'conversation'rvith consumers ware as unstable, exposed to security rs This means a stronger... PR Mallory,wantedto introducea new brandandeffectivelymanagingit over battery and challengethe dominance time is essentialto ensurea lasting of Eveready,the formermarketleader competitiveadvantage :o PR Mallory used brand consultants To be a businesssuccess,an idea Lippincott to createa brand identity needsnot only to be better than its for the new battery, and in 1964, competitors',it needsto be seen... [ongtime(paragraph fl (paragraph knownall overtheworld F) книга выложена группой vk.com/englishlibrary UNIT4 " OEVELOPING A BRANO IDENTITY THATLASTS Wordpartnerships 1 Matchthesewordsto makenoun-nounpartnershipsfromthe article 1 market a) brief 2 brand b) products 3 own-label c) identity 4 advertising d) brand 5 consumer 2 e) leader Matcheachnoun-nounpartnershipfrom Exerciser with the correctmeaning(a-e) dl... Intemet.and pricesare nonageofjust 31, so Toyotahas without negotiable,helping to speed up the doubt found a new market. There are buying processand minimisetime uo alsosignsarethat otherToyotabrands spent in the car dealer's showroom have begun to use some of Scion's E Scionaimsto givebuyersmaximum novel marketing ideas.For example, :o flexibility to personalisetheir cars.A Prius, Toyota's petrol-electrichybrid ... holistic marketing, the lines between marketing and other business ss activities are blurring In addition to marketing, other departments in a company also have a role, r.vhich makes allocating marketing. .. marketing by Gary Silverman A In big companies, marketing depaft'holistic ments are adopting marketing' - a term that expresses the growing desire of companies to use a greater s variety of marketing. .. Although many marketers see the advantages of a holistic approach to their marketing, many may be slow to adopt it because of practical so complications F Money for marketing comes from marketing