Pobierz gggfghtyyyyyyyyyyyyyyyyyyyyyyu i więcej Schematy w PDF z Informatyka tylko na Docsity!
PART I: BRANDS AND PRODUCTS
TEST I
Choose the best response to complete each of the sentences below.
1. ___________ can refer to the materials or components used to make products, or the products that are made. a) Goods b) Commodity c) Brands 2. Consumer goods that last a long time, such as cars and washing machines, are _____________. a) perishable goods b) consumer durables c) household goods 3. The company ____________ a new mobile phone on the market. a) presented b) launched c) started 4. Consumer goods such as food products that sell quickly are ____________. a) non-perishable goods b) fast goods c) fast-moving consumer goods _5. A name a company gives to its products so they can easily be recognized is a _____________ __. a) brand b) logo c) label 6. A brand may be the name of the company itself: the _____________ of the product. a) call b) make
c) identity
7. __________________ is how much people recognize a brand. a) Brand image b) Brand identity c) Brand recognition 8. The ideas people have about a brand is its _____________. a) brand awareness b) branding c) brand image 9. A __________________ is responsible for developing and marketing a particular brand or group of products. a) brand manager b) product manager c) sales manager 10. A product with the retailer’s own name on it is a(n) _____________. a) labeled product b) own-brand product c) branded product 11. Products that are not branded, those that do not have a brand name, are ________________. a) generic products b) own-label products c) unlabeled products 12. ____________________ is the way some people always buy a particular brand of a product, and are not likely to start buying a different brand. a) Brand recognition b) Brand name c) Brand loyalty 13._____________________ is when a person knows what a product is or knows something about it as soon as they see it or hear its name.
19. When it comes to soft drinks, Coca-Cola is the biggest selling ______________ in the world. a) brand image b) brand challenger c) brand name 20. ________________ provides customers with a greater degree of reassurance. a) Brand awareness b) Diversification c) Unique Selling Point 21. Few products have ______________ anywhere near as strong as Levi’s. a) brand awareness b) brand loyalty c) brand image 22. Suddenly perfume is losing its luxury cachet and becoming an everyday purchase and buyers are no longer showing ________________. a) brand loyalty b) brand recognition c) brand name 23. The ease of purchase was the _____________ and it made the products especially attractive. a) USP b) diversification c) generic 24. A ______________ is anything that can be offered to a market that might satisfy a want or need. a) goods b) product c) produce 25. _________________ are places of business for selling goods to customers (shops, stores, kiosks, etc.)
a) Outlets b) Markets c) Magazines 26. All the different products, brands and items that a company sells are _______________. a) product endorsement b) product launch c) product mix 27. Businesses that sell goods or merchandise to individual customers are _______________. a) wholesalers b) retailers c) shop assistants 28. _______________ is a graphic image or symbol specially created to identify a company or a product. a) A label b) A name c) A logo 29. Wrappers and containers used to enclose and protect a product are _____________. a) packs b) boxes c) packaging 30. ________________ is the extent to which consumers are aware of a brand, and know its name. a) Brand recognition b) Brand stretching c) Brand loyalty 31. _________________ are surfaces in a store on which goods are displayed. a) Tills
a) picture b) image c) logo 39. Fast-moving __________________ goods, such as fresh food, have to be sold quickly. a) consumer b) customer c) client 40. The purple colour we use on all our labels is a key of our ______________. a) branding b) marking c) positioning 41. It was the first movie to feature onscreen _________________ for its own merchandise. a) product placement b) product endorsement c) product launch 42. Because of the generally short ________________ of toys, the company always had to come up with new products. a) product launch b) product range c) product lifecycle TEST II Choose the best response to complete each of the sentences below. 1. Due to a series of failed initiatives, we seem to have lost our competitive ______________. a) border b) edge c) know-how
2. A successful marketer is able to determine what intangible product attributes lead to consumer ______________ to pay a premium price. a) willing b) will c) willingness 3. The ______________ (percentage/rate) of brand-loyal consumers is about 35%. a) property b) proportion c) promotion 4. Price-______________ consumers are the ones for whom price is the determining factor as to whether or not to buy something. a) sensitive b) savvy c) sensitivity 5. The measurement and management of brand value has become a major ______________ for marketers in the past couple of years. a) issue b) tone c) tool 6. If two products are ______________, this means they are perceived to be the same. a) indifferent b) differentiated c) undifferentiated 7. Generally speaking, new products that ______________ (offer) unique benefits to the customer have a higher commercial success rate. a) deliver b) give c) make 8. Tangible brand attributes = ______________ brand attributes
- In a survey, 80% of shoppers identified our product before those of our competitors.
- The dishwashers, dryers and washing machines we produce have two-year guarantees. __________________________
- We aim to sell 400,000 units in the first year. Then sales will drop quickly to about 10,000 a year. We’ll have to launch a new model in five years’ time.
- Customers buy supermarket own-label versions rather than branded products because they offer better value for money. ___________________ EXERCISE II Read the passage below. In each numbered line, there is one word which is wrong. Circle the mistake and write the correct word in the space provided.
- Our branding name is recognized throughout Europe. __________
- We make men’s clothes and our product mixture includes shirts, __________
- trousers and jackets. Next year’s product ranger will also include __________
- hats and shoes. We have a clear brand identify. Our customers see __________
- our clothes as modern, but also well made. Our product depositing _________
- is between the famous fashion labels of Italy and the owner-brand __________
- products of UK high street shops. To maintain brand aware __________
- we advertisement in men’s lifestyle magazines. __________ EXERCISE III Use the given terms to complete the paragraph. research laboratories reverse engineering new products product R&D existing products goods product-led A __________ is something that is produced or manufactured and sold, often in large quantities. Products are sometimes referred to as __________, although it is very unusual to talk about a commodity. Many businesses are __________, which means that they design and make a product, and then try to convince consumers to buy it. In
companies, _________ are developed and __________ are improved through research and development (_________) carried out in _________. Often a process of _________ is used, where a product or a system is analysed to see how it works. R&D is potentially risky, although it’s worth taking the risk if it leads to a successful, profitable product. EXERCISE IV Match each sentence A-E with the sentence which follows it 1-5. A. In our company all the employees are encouraged to contribute ideas for new products. B. We produce a range of consumer goods. C. Our research department often dismantles our competitors’ latest products to see how they are built. D. We develop new products in our laboratories and then research the market to find out how to sell them. E. We are a large department store that sells luxury goods.
- This reverse engineering can be very enlightening.
- Some very good ideas have come out of this staff suggestion scheme.
- Most of our merchandise is very expensive.
- We need to sell large quantities of these FMCGs in order to make a profit.
- We adopt a product-led approach. EXERCISE V Use the given terms to complete the sentences. brand loyalty brand awareness brand equity premium brand attitude branding logo
- Even if Levi’s jeans are not as good as their competitors’, people are willing to pay the extra due to the company’s __________.
EXERCISE VII
A. Read the article about brands. BRANDS THROUGH PEOPLE What makes consumers choose one airline over another or one mortgage provide over its rival? Our research shows that your reaction to a brand depends on your experience of buying, using or owning it and not just on advertising. The most important part of that experience is often your personal interaction with people. This is an area that most companies don’t understand or invest enough in. Take airlines. Satisfaction with cabin crew contributes more to people choosing the same airline again than other factors. Why do companies not spend more on their people when there are clear benefits? Here are two common reasons. It’s too expensive Many organisations know that people matter. But they don’t invest in this area because they think it is a luxury they cannot afford. And it’s true that some role models, such as the Four Seasons hotel group or Virgin Atlantic Upper Class, would be too expensive for most to copy. But there are smart, affordable solutions that create a lot of brand value out of only a little customer interaction. First Direct earns the highest level of customer recommendation of any UK bank through just the telephone contact with its customers. Customers at QVC, the market-leading television shopping channel, value their interaction with the station’s people – in this case not the call center staff who take the shopping orders, so much as the relationship that viewers believe they have with QVC’s onscreen presenters. The importance is not clear Satisfaction surveys can hide the importance of people. For example, choosing a mortgage is often very influenced by counter staff in a bank or building society. Research with customers at the critical stage, where they have received a quote but not
yet signed a document, shows that their interaction with the mortgage provider’s representative is the biggest single influence on their choice. It is bigger than perceptions of the products or fees, which are often the subject of the brand’s advertising and communications. Yet in the same research conducted after the loan is given, customers may have forgotten the good customer service they received and may focus more on general brand impressions. If you conduct your research at that point – and this is often the case – the very important role that your staff have played will not be clear. B. Decide if these statements are true (T) or false (F).
- Advertising is by far the most important way of supporting a brand’s image.
- Companies often don’t invest enough in counter staff.
- Customers may become loyal to an airline if they like the cabin crew.
- Spending money on employee training generally isn’t very beneficial to a company.
- Most companies need to understand more about how customers behave.
- Four Seasons and Virgin Atlantic have invested a lot in their people to build brand value. C. Choose the best word or phrase to complete these sentences.
- First Direct has created high customer satisfaction with __________ interaction. a) only a little b) frequently c) Internet-only
- QVC customers feel that they have __________ with the company’s presenters. a) little time b) a relationship c) two-way communication
- ___________ don’t always give a clear understanding of customers. a) Satisfaction surveys b) Sales figures c) Perceptions
- Mortgage customers’ experience with staff is __________ influence on their decision to buy. a) not considered a big b) almost never an c) the most important
- It is important to ask customers’ feeling __________. a) at the right time b) before they become angry c) about advertising
- Karan Goel began his first business when he was at school, buying packets of chewing gum from a wholesaler and selling them at a mark-up to his fellow classmates.
- As small- and medium-sized enterprises find their domestic markets reaching maturity, an increasing number are looking for partners in overseas markets to broaden their business horizons.
- Peter Woolsey is a British entrepreneur who has set up businesses all over Europe. He says the best location is Estonia, where he now runs a software business, returning to his home near Oxford on weekends.
- Perween Warsi got her Indian food business, S&A, going from her kitchen. And Sarah Tremellen started Bravissimo, a lingerie company with £25m in sales, from her sitting room.
- Executives quoted Interpol estimates that intellectual property theft cost industry $630bn a year and said the public was at risk from unsafe pirated goods.
- The carriers also plan to offer services not traditionally provided by budget airlines, such as two classes, assigned seating and frequent flyer programmes.
- ... the clear, somewhat grandiose plastic bottles topped off with smart white caps, and the pared-down labels on the sides in unusual colours and typeface are famous on beauty circuits. EXERCISE IX A. Read the article. CHINESE SHOPPERS FOCUS MORE ON PRICES Chinese consumers are becoming more price-conscious, less brand-loyal and generally harder to please, according to a McKinsey survey that suggests competitive pressures are increasing in the Chinese consumer goods market. The report comes at a time when
many multinational companies are counting on strong Chinese domestic demand to make up for global economic weakness. Last month, retail sales in China grew by 23 per cent year-on-year, and consumer activity remains ‘buoyant’. Despite signs of a slowdown in sales of some items such as cars, says Jing Ulrich of JP Morgan Securities. But consumer-goods companies will have to work harder to satisfy “increasingly sophisticated” Chinese consumers, the report says. “This is not an easy market.” Says Max Magni of McKinsey in Shanghai, one of the authors. ‘China is still a gold mine, but now there are thousands and thousands of miners that have discovered it.’ The conventional wisdom that Chinese consumers are more brand-driven than shoppers in more developed markets remains true. ‘But the importance of bands, and brand loyalty specifically, is falling as the choices facing consumers multiply, ’the report said. Chinese shoppers are markedly more value conscious than last year, and loyalty to particular brands is declining: the proportion of consumers who said they would continue to buy their existing food and beverage brand has halved. But the weakening of brand loyalty could be good news for foreign companies, the report says, because shoppers are less nationalistic in choosing a brand: a small majority of those surveyed showed no clear preference for brand origin. And premium brands could also benefit from a willingness to pay more for high-end products. The top 15 per cent of consumers will pay 60 per cent more for high-end consumer electronics and 300 per cent more for some personal care products. If the trend continues, ‘it will lead to the kind of polarized consumption patterns familiar in the West’, between ‘no-frills’ goods and high-end products, the report says. Companies should complete at one or both ends of the market but avoid being stuck in the middle, it advises. Companies needed to differentiate more between regions too, the report says, nothing that the traditional marketing strategy of classifying consumers by the size of the city they live in may no longer work.
b) furniture. c) household goods.
- An example of a personal care product is ……….. a) washing powder. b) clothing. c) cosmetics.
- If a situation is polarized, it has ……… a) no extremes. b) two extremes. c) three extremes.
- No-frills products ………. a) have lots of special features. b) are basic and cost less. c) cost more than other products.
- If a company is stuck in the middle, it ……… a) makes lots of money from the mid-market. b) can’t move to more profitable areas. c) doesn’t serve any part of the market well.
- If a company differentiates between different regions, it ……… a) treats them differently. b) treats them the same. c) treats them indifferently.
E. Items a) – e) are short summaries of the paragraphs in the articles. Put the summaries in the correct order. a) High demand, but consumers more sophisticated and competition very strong b) Trends for the future in two areas c) Main findings of a McKinsey report on brand loyalty in China d) Brand loyalty falling, but good outlook for expensive brands e) Brand loyalty falling and consumers more price-conscious CONVERSATION QUESTIONS
- What is a brand?
- What are some brands from your country with high brand awareness? What type of products are they? What are the taglines of these products?
- What are some brands with a well-known logo? What do you think are the most recognized logos worldwide? Discuss with your group and try to agree on what you think are the 10 most-recognized logos worldwide. [Note: It’s hard to get a consensus on this. Different publications have different answers. The idea here is for your students to discuss it.
- What are some premium brands you know? What qualities do they have? What sets these brands apart from the competition?
- Do you buy generic brands? Why or why not? Tell your group about it.
- Describe the brand image of the following brands: Red Bull, Pepsi, Nintendo, Victoria’s Secret, Chanel, Hyundai, McDonald’s, Subway. Tell your group what you think of when hear these brand names. What are some adjectives that come to mind when you think of these brands?
- Do you have brand loyalty to certain brands? Which brands? Why do you have brand loyalty to these brands? What is the brand image of these brands?
- Can you think of any companies that have extended their brand? Which companies? Were they successful?
