Answer Key

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ANSWER KEY
I. MARKETING
LEAD-IN
(1b) Areas of marketing: (i) 2, 3, 6, 12, 15, 17, 19, 23, 28, 31; (ii) 5, 10, 21, 25; (iii) 1, 7, 9, 11, 14, 16,
18, 26, 30, 33; (iv) 4, 8, 13, 20, 22, 24, 27, 29, 32, 34.
(2) Pricing methods: 1) realities; 2) variables; 3) marketers’; 4) “efficient; 5) economic; 6) offerings;
7) everything; 8) rationale; 9) inflexibility; 10) unstable; 11) “loss; 12) perception; 13) relatively; 14)
experiential; 15) uncertainty; 16) surrounding; 17) indication; 18) authenticates; 19) flawless; 20)
malfunction.
(3a) Brands: 1D; 2A; 3B; 4B; 5D; 6C; 7A; 8B; 9D; 10A; 11C; 12C; 13D; 14B; 15A; 16A; 17C; 18B;
19D; 20C.
(3b) Types of branding: 1) to; 2) several; 3) all; 4) different; 5) or; 6) in; 7) two; 8) together; 9) for;
10) another.
(3c):
Brand
Country
Product
Lego
Denmark
toys
Hershey’s
US
chocolate
Boeing
US
aerospace
BP
UK
petrol
Qantas
Australia
airline
Ikea
Sweden
furniture
Nestlé
Switzerland
food
Telstra
Australia
telecommunications
The Gap
US
clothing
Cadbury
UK
chocolate
Canon|
J
camera
Woolworth’s
Australia
store chain
Sony
J
Electronic goods
BRIO
Sweden
toys
Rip Curl
Australia
surf/clothing
Columbia Records
US
recorded sound (since 1988
owned by Sony)
Nintendo
J
computer games
Guinness
UK
dark beer
(4a) Competitive advantage: 1) must; 2) could; 3) However; 4) none; 5) only; 6) that; 7) occur; 8) one;
9) anything; 10) If; 11) said; 12) developed; 13) result; 14) example; 15) this; 16) take; 17)
been; 18) have; 19) among; 20) its; 21) distinguish; 22) alone; 23) made; 24) more; 25) where;
26) needs; 27) case; 28) according; 29) results; 30) together.
(4b) Core competency: 1) work benches; 2) flash lights; 3) battery charging systems; 4) toaster ovens;
5) coffee percolators; 6) circular saws; 7) rotary tools; 8) dust busters; 9) hedge trimmers; 10) lawn
mowers; 11) leaf blowers; 12) pressure sprayers; 13) can openers; 14) food processors; 15) bread
makers.
(5) Trends in Marketing Management:
Past
sales built through advertising

Present/Future
brands built through a coordinated integrated
marketing strategy involving all points of contact
between the company and the public

organised by product units

organised by customer segment

segmented on geographic or demographic
variables
marketing department exclusively responsible for
the marketing
focus on capturing new customers
performance measured by financial metrics
individual and hierarchical work structures

segmented in depth, esp. on behavioural variables
like usage rate, loyalty, or benefit
everyone in the company doing some marketing
emphasis on keeping existing customers
performance measured by financial, strategic, and
marketing metrics
cross functional teams

READING: Trademarks
(1): 1D; 2C; 3A; 4B; 5E.
(2): 1C; 2A; 3B; 4A; 5C; 6B; 7B.
VOCABULARY
(1a): 1g; 2d; 3a; 4k; 5l; 6i; 7b; 8c; 9h; 10f; 11e; 12j.
(1b): 1) ruled; 2) defense; 3) plaintiff; 4) statutorily; 5) provisions; 6) lawyer; 7) infringement; 8)
jurisdiction; 9) defendant; 10) sued; 11) suit; 12) judge.
II. ADVERTISING
LEAD-IN
(2a) Marketing mix: (i)c; (ii)b; (iii)d; (iv)a.
(2b) Promotional activities
Advertising: sponsorship; posters; hoardings; websites. Sales Promotion: discounts and sales; pricepack deal; contests/sweepstakes/games; contests/sweepstakes/games. Personal Selling: personal
conversations with customers; visits to customers; letters to customers; phone calls to customers.
Publicity: staging a debate; celebrating an anniversary; press/internet release; taking a stand on a
controversial subject; arranging a speech or talk; inventing then presenting an award; organising a
tour of business or projects; making an analysis or prediction.
(3a) Advertising media: 1e; 2n; 3g; 4q; 5d; 6f; 7c; 8k; 9m; 10h; 11p; 12o; 13b; 14j; 15i; 16a; 17l; 18r
(3b) Categories of advertising media: (i) 6, 8; 18; (ii) 2, 7, 9, 10; (iii) 3, 11, 15, 16, 17; (iv) 1, 4, 5, 12,
13, 14.
(4b) Positioning a product: 1 option; 2 competitors; 3 easily; 4 consistent; 5 grandiose; 6
ostentatiousness; 7 rebellious; 8 highly; 9 additional; 10 dependability; 11 reliability; 12 faddish; 13
dependable; 14 disappeared.
(5) Advertising techniques: 1) may; 2) their; 3) end; 4) through; 5) used; 6) quality; 7) users; 8) out; 9)
an; 10) make; 11) sales; 12) all; 13) it; 14) other; 15) also.
READING: Advertising
(1): 1C; 2B; 3E; 4D; 5A; 6F.
(2): (i)c; (ii)a; (iii)f; (iv)d; (v)b.
(3): a) F; b) T (consumer/ institutional/ image/info/ cooperative advertising); c) F; d) T; e) F; f) T;
g)T.
VOCABULARY
(i) advertising agency/ spending/ budget/ industry/ strategy/ department/campaign/ space/ time/
practices
(ii) consumer/ trade/ international/ local/ institutional/ image/ informational/ cooperative/ television/
newspaper/ print advertising
LISTENING
(1) Ad 1: Walden Books – an American bookstore; Ad 2: SWINTON Car Insurance (GB); Ad 3:
Tuborg Gold.

(2) Ad 1: 1) up to 15 per cent off books and right now new and current members can get up to 25 per
cent; 2) a book club for kids; a science fiction club; a mystery club; a romance club; a 60 plus book
club; 3) promotional campaign to get people to become members of the book clubs.
Ad 2: 1) Men are responsible for 81 per cent of parking offences and 96 per cent of dangerous driving
offences; 2) women have access to policies with up to 20 per cent reductions.
Ad 3: 1) a commentary on a royal procession; 2) interrupts the procession to go inside the pub Dog
and Duck for a Tuborg.
ASSIGNMENT: Ad analysis
(1a): (i)d; (ii)f; (iii)a; (iv)g; (v)c; (vi)b; (vii)e; (viii)j; (ix)i; (x)h.
(1c) Puns: a) ‘sound’ = 1) the quality of musical reproduction; 2) good, reliable; b) ‘pounds’ = 1)
money; 2) weight; c) ‘weak’ has the same pronunciation as ‘week’; d) ‘dying for’ = 1) stop living; 2)
wanting desperately; e) ‘knead’ has the same pronunciation as ‘need; ‘dough’ = 1) flour mixed with
water ready for baking; knead the dough = press (especially a flour and water mixture) firmly and
repeatedly with the hands; 2) money; need the dough; f) snap = 1) immediate; 2) photograph; g) ‘be
de-lighted’ = 1) be pleased; 2) have the light cut off; h) ‘plane’ has the same pronunciation as ‘plain’
= simple; i) ‘feed (fed, fed) up’ = 1) make (a person or animal) fatter and healthier by providing lots
of good food; 2) fed up = unhappy, tired and not satisfied, especially about something that one has
had too much of; j) ‘sleep on it’ = also ‘think about it’; k) ‘food for thought’ = something worth
thinking about; l) ‘blowout’ = 1) a burst tire; 2) a feast or big meal.
Crazy slogans: c), e), g), i), l).
(1d) Order of adjectives: a) a valuable long English silver carving knife; b) a beautiful big old round
brown Italian oak dining table; c) a gorgeous handmade lace wedding dress; d) three expensive old
Persian woollen carpets; e) a lovely big old-fashioned brick country house.

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