Match each word in the left box with a word in the right box to form ten common marketing expressions. Then use these expressions to complete the sentences that follow.

1 .................................are important brand-building activities.

2 Marketing tactics such as.................................aim to boost sales quickly.

3 Because of their association with quality and status..................................often cost a bit more.

4 During a sale in a department store, many goods are on.................................

5 The danger with brand-stretching is the damage that can result to the .................................if it is not successful.

6 A good.................................will guard the long-term interests of the brand it is promoting.

7 Launching a new.................................onto the market is a costly and risky business.

8 Customers who always buy the same brand of goods are showing

9 .................................is a measure of how well-known a product is in the marketplace.

10 In some sectors, the competition between companies for................................. is fierce.

5. There are many ways of attracting customers to your product and keeping your brand name in the public eye. Fill the gaps with suitable words from the list below.

1. Brochures, leaflets and catalogues can describe your product in more detail and give more information than an advertisement. Potential customers can be sent direct mail. - …………..

2. Displays in retail outlets (supermarkets, chain stores, etc.) can attract the attention of potential customers. -………

1. Labels and presentation increase the impact of your product. - ……….
2. You can contribute to the cost of a sporting or artistic event, where your brand name or logo is displayed prominently. - ……….
3. Potential customers can come to your premises and see a display or a demonstration of your products and get hands-on experience. - ………………
4. Your company takes a stand or mounts an exhibit to enable customers to see your products and talk to your representatives. - ……………..
5. The public are informed of a new development through newspaper articles. You can inform the press by issuing press releases. - ……………………..
6. PR can ensure that your firm keeps a high profile, and that people are aware of your good reputation and image. -…..
7. Existing customers tell their friends or colleagues about your product and hopefully recommend it to them. - …………
8. Your staff can call customers, or customers can call a toll-free number to request sales literature or ask for information. - ……………….
9. Your rep can visit customers: this is the most effective method of promotion, but also the most expensive. ­­­­­­­­­­­­­­­­­- …….

Packaging Personal selling Point of sale advertising Public relations Publicity Sales literatureShowrooms Sponsorship Telephone sales Trade fairs and exhibitions Word of mouth

6. Choose the best word to complete these sentences.

1. We are planning a mailshot to .......................... our new product.

a) enterb) launchc) endorsed) target

2. The advertising campaign will.......................... younger consumers.

a) targetb) promotec) persuaded) access

3. This watch is not a genuine Rolex. It is a ............................

a) fraudb) counterfeitc) copycatd) corruption

4. Previously the company concentrated on just one business activity, but now they are planning to......................... into new areas.

a) varyb) differc) diversifyd) differentiate

5. Who are our existing ........................?

a) customers b) consumers c) customs d) rivals

6. How do we......................................with them at present?

a) communicate b) reach c) attract d) appeal

7. What is our unique selling......................................?

a) idea b) thing c) point d) sides

8. Who and where are our......................................customers?

a) potential b) desired c) hopeful d) target

9. How is our......................................of products/ services different from theirs?

a) range b) size c) scope d) number

10. What are their......................................?

a) ups and downs b) strengths and weaknesses c) give and take d) pros and cons

11. What do we know about our......................................?

a) opponents b) opposites c) competitors d) counterparts

12. How do they advertise? What......................................do they use?

a) media b) routes c) canals d) means

Date: 2016-01-14; view: 2765