unit
1
vocabulary
Brands A
l a n g u a g e w o r k
u c cmp cd pzz. ac 2 Something that is 4 An in society. (12)
does not cost a lot to buy or use. (11) brand is one that people think will give them a higher position
7 A
product has no defects. (4-4)
8 A
product is attractive and fashionable. (7)
9 If you say that something is a
product, you think it is very good. (4)
goods are expensive and intended to appeal to people in a high
11
social class. (8)
D 1 A
classic
product is one that has been popular for a very long time. (7)
3 If a product is
, it is worth the price you pay for it. (5, 3, 5)
5 If something is
, you can trust it or depend on it. (8)
6 A
brand is not affected by changes in fashion. (8)
8 A
product is fashionable and exciting. (4)
10 If you say that something is
1
, you think it is enjoyable. (3)
2
C L A S S I C
4
3
5
6
7
8 9 10
11
B
Cmp d pp brand, product r market . 1
4
brand
loyalty
2
challenger
3
endorsement
4
stretching
5
lifecycle
6
share
unit 1
language review
A
••
branDs
Cmp c fm x. u c c. P c cc fm d cc – p mp p c. invest
sell
sell
1 Breitling and Cartier 2 It only
take
work
luxury watches around the world.
our laboratory half an hour to test all the ingredients.
3 Which market segment
they usually
4 Oh no! My printer report for you.
?
more money in marketing this year?
6 Their advertising agency never
Do you think we new model?
at weekends. a big risk if we postpone the launch of our
Unfortunately, our range of soft drinks 8 Unfortunately, 9 This time, we
l a n g u a g e w o r k
properly.. I’ll ask Leila to run off a copy of the properly
you
5
7
target
well at the moment.
our advertising campaign on the young.
a lot in R&D. That’s That’s why we develop fewer new 10 Our company products than our competitors.
B
work manage develop work supervise write enjoy expand / have own increase become
C
Cmp x cc fm, p mp p c, f . t cc .
works
1
Ralf Hinze in the R&D department of the Antwerp-based company Merlin Foods 2 Ltd, where he a team of ve responsible for all organic products under 3 the brand name Sunnyvale Sunnyvale.. They about three new products each year. 4
This week, however, however, Ralf is not in his ofce. He in the lab. He 5 the testing of an innovative range of soups and dressings, and 6 a report. 7
He
his job and is proud of his company. company. Indeed, Merlin Foods 9 rapidly. It subsidiaries in France and Germany 10 Kilkenny Dairies (Ireland). Sales and earnings for the company 11 far beyond expectations. The Sunnyvale brand in particular 12 hugely popular throughout Europe. 8
and
sd fm exc b. t q f . 1
Wheree does Ralf Hinze work? Wher In the R&D department at Merlin Foods Ltd.
2
About three each year. 3
In the laboratory. 4
He’ss supervising the testing of some new products. He’ 5
No, he isn’t. He’s writing a report. 6
In France and Germany. 7
Yes, Ye s, indeed. Far beyond expectations! expectations!
5
unit 1
language review
A
••
branDs
Cmp c fm x. u c c. P c cc fm d cc – p mp p c. invest
sell
sell
1 Breitling and Cartier 2 It only
take
work
luxury watches around the world.
our laboratory half an hour to test all the ingredients.
3 Which market segment
they usually
4 Oh no! My printer report for you.
?
more money in marketing this year?
6 Their advertising agency never
Do you think we new model?
at weekends. a big risk if we postpone the launch of our
Unfortunately, our range of soft drinks 8 Unfortunately, 9 This time, we
l a n g u a g e w o r k
properly.. I’ll ask Leila to run off a copy of the properly
you
5
7
target
well at the moment.
our advertising campaign on the young.
a lot in R&D. That’s That’s why we develop fewer new 10 Our company products than our competitors.
B
work manage develop work supervise write enjoy expand / have own increase become
C
Cmp x cc fm, p mp p c, f . t cc .
works
1
Ralf Hinze in the R&D department of the Antwerp-based company Merlin Foods 2 Ltd, where he a team of ve responsible for all organic products under 3 the brand name Sunnyvale Sunnyvale.. They about three new products each year. 4
This week, however, however, Ralf is not in his ofce. He in the lab. He 5 the testing of an innovative range of soups and dressings, and 6 a report. 7
He
his job and is proud of his company. company. Indeed, Merlin Foods 9 rapidly. It subsidiaries in France and Germany 10 Kilkenny Dairies (Ireland). Sales and earnings for the company 11 far beyond expectations. The Sunnyvale brand in particular 12 hugely popular throughout Europe. 8
and
sd fm exc b. t q f . 1
Wheree does Ralf Hinze work? Wher In the R&D department at Merlin Foods Ltd.
2
About three each year. 3
In the laboratory. 4
He’ss supervising the testing of some new products. He’ 5
No, he isn’t. He’s writing a report. 6
In France and Germany. 7
Yes, Ye s, indeed. Far beyond expectations! expectations!
5
unit 1
••
branDs
language +
D
tc c normally fd fd c fm. t d f . ✓
1 agree
l a n g u a g e w o r k
E
8
prefer
2 believe
9
realise
3 belong
10
research
4 compare
11 seem
5 consist
12
stretch
6 contain
13
suppose
7 depend
14
surprise
C fm exc D cmp c. P m cc fm f p mp.
seems
1 It popular. 2
that our new range of equipment is becoming more and more he
to our proposal?
3 Dreher has developed a new brand of beer that
any alcohol.
4 We may or we may not expand into China. It products there. 5 Our new range of toiletries deodorant sprays. 6
writing
A
on the success of our
essentially of environment-friendly
all the respondents
to the same market segment?
rd p d d p. In most of the lines 1–13 there is x d which does not t. Some lines, however, are correct. If a line is cc, put a tick ( ✓ ) in the space provided. If there is an x d in the line, write that t hat word in the space.
6
Companies must try either to make products that a few people love or products
1
that many people quite like. An attempt to do both will not produce obstacles and
2
conflicts. Two things that lie behind the craze for emotional involvement. The first
3
is overcapacity: if there are too many products in every market segment, and this
4
means it is hard to get attention for anything ordinary. Marketing consultants argue
5
that it is not enough for companies to make up their consumer goods just a little
6
better.. Instead of, they should make only remarkabl better remarkablee things that will make
7
consumers take notice. The second factor is the increased ability of consumers
8
to communicate their views about products, either good or bad. According to some
9
experts, the Internet has increased by a factor of 10 the number of people and that one
10
consumer can influence. Sometimes, Sometimes, companies take an advantage of this by using
11
buzz marketing: they create a group of people who will generate enthusiasm for their
12
products, for example by talking about them in our chat rooms.
13
✓
not
unit 1 B
••
branDs
s w, s bd M M Fd ld, c -m fm lz J, M Dc f cmp. rd m, s’ s’ p . From: To: Subject:
Liz Jansen Stan Wouters Sunnyvale range
l a n g u a g e w o r k
Hi Stan, Sales of our range of soups under the Sunnyvale label are increasing month after month in France but are unfortunately falling rapidly in Germany, both in the North and the South. Jan Kluis, our sales representative in that region, informs me that German customers find our products expensive – when they can find them at all! I’d be grateful if you could look into the matter and let me have your recommendations as soon as you can. Many thanks, Liz
s’
own ts i s wn cha inin sellllss t et ha k t r ke erma st sup rm ge t r ge hee la h T price er ri w r ch lo we mu h a m t a f ssoups a ra nd of b ra erly prop rl cts ro produ ts r ro ’ displa y ou r + don t et k t r ke nt ma rre t re too cu r r t r a ery similila g v ry ginin g g cka r pa ka Ou r erma ny er in G rm lea d r nts nt discou ts re f eq ue t er r f r ors of f etito rs Comp tit te f en ery o t ets v ry k ts r ke erma i sup rm + vis t tiions: t Recommenda lone? hy a lon t w hy ob buu t w jo b b t j t grea re ng a g a n doi g J a itieiess ra nd’s q ua lit ht b ra t b hlig h hi gi hl ng / h gii g g cka Redesigignn pa ka nts) gredieien ts re ra l in g tuu ra t (nna ( too hem t or t he ntivees f r t ers ince tiv ge rs g er ma na f r Of f shelves toop he cts on t produ ts r ro t ou r pu t etc. otions / tc prom ti nts / specia l ro Discou ts
7
