Upper ML Unit 2

​Ideoms to take

Open Ended

How do you understand the definition of "the brand"?

1 What is its country of origin?

2 What is its brand image?

3 What is the target market/segment?

4 What sort of advertising campaigns does the brand use? (Are they standardised or adapted to local markets?)

5 What is the current slogan?

cars

clothing

cosmetics

electrical equipment

soft drinks

Think of one brand in each of these categories which is marketed internationally.

What are the most famous international brands in your country?

What sort of image do they have

a) at home, and b) abroad?

Match

Complete each group of word partnerships (1-5) with the correct word from the box.

• brand

• customer

• market

• marketing

• product

positioning identity extension

profile retention base

adaptation penetration segmentation

mix strategy plan

placement portfolio feature

• positioning identity extension

• profile retention base

• adaptation penetration segmentation

• mix strategy plan

• placement portfolio feature

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• growing market

• developing market

• expanding market

• declining market

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• questionnaire

• focus group

• promotion

• survey

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• market sector

• market research

• market segment

• market niche

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• international market

• overseas market

• domestic market

• worldwide market

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• launch a product

• introduce a product

• bring out a product

• withdraw a product

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• free sample

• special offer

• discount

• slogan

Multiple Choice

Look at these groups of words and phrases. Find the odd one out in each group.

• retailer

• distributor

• wholesaler

• exporter

Draw

Cross out the word in each group which does not make a compound noun with the word in bold.

Reorder

Put it in a corect order

• really

• impressive

• advertising

• campaign

1

2

3

4

• 1
• 2
• 3
• 4

Reorder

Put it in a corect order

• new

• customer

• relations

• department

1

2

3

4

• 1
• 2
• 3
• 4

Reorder

Put it in a corect order

• highly

• competitive

• mobile

• phone

• market

1

2

3

4

5

• 1
• 2
• 3
• 4
• 5

Reorder

Put it in a corect order

• incredibly

• successful

• product

• launch

1

2

3

4

• 1
• 2
• 3
• 4

Reorder

Put it in a corect order

• loyal

• customer

• base

1

2

3

• 1
• 2
• 3

Reorder

Put it in a corect order

• extremely

• thorough

• sales

• report

1

2

3

4

• 1
• 2
• 3
• 4

Reorder

Put it in a corect order

• absolutely

• brilliant

• global

• campaign

1

2

3

4

• 1
• 2
• 3
• 4

Reorder

Put it in a corect order

• increasingly

• competitive

• marketing

• environment

1

2

3

4

• 1
• 2
• 3
• 4

Reorder

Brainstorming is a useful way of generating creative ideas in meetings.

Decide which of these tips are good advice and which ones you disagree with.

• Explain the purpose of the meeting clearly.
• Announce the time limit for the meeting.
• Avoid criticising or judging ideas during session
• Encourage ideas, however unusual they may be

• Make sure everyone keeps to the point

1

2

3

4

5

• 1
• 2
• 3
• 4
• 5

Listen to the first part of a brainstorming meeting between Martin Thomas, the Marketing Director, who chairs the meeting, and three other members of the Marketing Department at Business Solutions Limited: Carol Rueckert, Caroline Holloway and Guillem Rojas. Then answer these questions.

1 What do they want to achieve at the meeting?

2 What three locations are suggested?

Now listen to the rest of the meeting and answer these questions.

1 What types of accommodation does Carol suggest?

2 What suggestions are made concerning the free time of delegates?