Building a Brand

Text 2

Ex. 2.

A. Study the meaning of the following words:

1. appraise (v) – fix a price for sth, say what sth is worth;

2. appreciate (v) – judge rightly the value of sth; put a high value of sth;

3. calculate (v) – find out by working with numbers;

4. estimate (v) – form a judgement about, calculate;

5. evaluate (v) – find out, decide, the amount or value of sth.

B. Choose the right word in italics:

1. Astronomers can calculate / estimate when there will be eclipses of the sun and moon.

2. I really appreciate/estimate your efforts.

3. He was evaluated / appraised as unfit for military service.

4. The clerk appraises / calculates property for taxation.

5. I estimate / evaluate his income at $300.

6. You can’t appreciate / evaluate English poetry unless you understand its rhythm.

Ex. 3. Match the following collocations in column A with their English equivalents in column B:

A	B
1) маркетинг потребительских товаров 2) маркетинг средств производства 3) маркетинг услуг 4) массовый маркетинг 5) пробный маркетинг 6) целевой маркетинг	c) mass marketing d) target marketing e) consumer-goods marketing f) means-of-production marketing g) test marketing h) service marketing

Ex. 4. Express in one word:

– someone whose job is to persuade customers to buy a certain product or service;

– the breakdown of a market into separate and identifiable elements;

– the ultimate user of a product;

– a means of communication between the seller and buyer;

– the art of making people do what you want them to do.

Words for reference: consumer, salesperson, segmentation, promotion, persuasion.

Ex. 5. Match the words in column A with their synonyms in column B:

A	B
1) identify	a) commodity
2) item	b) producer
3) product	c) buyer/client
4) manufacturer	d) estimate
5) customer	e) article

Ex. 6. Fill in the gaps using the words given below. Some words are to be used twice:

1. Marketing has become a … factor in business success.

2. One of the advantages of … marketing is the possibility of becoming the leader in a specific market ….

3. Modern marketing is most simply defined as the process of … the flow of … from … to ….

4. Today’s companies … increasingly stiff …, and the rewards will go to those who can best … customer.

Words for reference: segment, customer, competition, key, identify, producer, face, directing, goods, needs, target.

Comprehension

Ex. 1. Complete the sentences using information from the text:

1. A market is the place where the seller meets buyer to exchange … … ….

2. Market research estimates ……, describes ………., and measures …….

3. Marketing encompasses a broad range of activities including………

4. One of the advantages of target marketing is the possibility of ….

Ex. 2. Find information in the text to answer the following questions.

1. What factors are required for marketing to occur?

2. What kind of decisions is required to implement a marketing strategy?

3. What is the “marketing mix”?

4. Why are firms becoming more custom-oriented?

5. What does a firm usually carry out before it introduces a product onto the market?

6. What kind of relationship does a marketing research study?

7. What is the difference between macro- and micromarketing?

As you read the text underline the main ideas and supporting information and explain how to build and achieve a strong brand.

The term brand derives from the mark made on cattle to signify identification and ownership. At its simplest, a brand is a proper noun and that noun could relate, for example, to a product, service, company, country or other destination, political party, person or sports team. A more complex view of a brand is that it consists of a set of values, some functional and emotional benefits and even the type of customers to whom the brand appeals. Sometimes the essence of the brand can be captured in a slogan. Examples include BMW’s ‘the ultimate driving machine’, and the BBC Horizon programme’s, ‘pure science, sheer drama’. Building strong brands is a key task for marketers. How this is achieved is likely to vary from case to case but there are some general principles.

Дата добавления: 2014-11-16