EXERCISE 1
Product or Brand
Read each slogan on the left and try to determine the product or brand that it refers to. When you click on each slogan the answer will appear on the right side.
Breakfast of Champions
/ (1) Wheaties
Don't Leave Home Without It
/ (2) American Express
Enjoy the Ride
/ (3) Nissan
Fly the Friendly Skies
/ (4) United Airlines
Generation Next
/ (5) Pepsi
Good to the Last Drop / (6) Maxwell House
I Love What You Do For Me / (7)Toyota
It's Everywhere You Want To Be
/ (8) Visa
Just Do It
/ (9)Nike
Obey Your Thirst
/ (10) Sprite
Reach Out and Touch Someone
/ (11) AT&T
Sometimes You Feel Like a Nut / (12) Almond Joy
The Ultimate Driving Machine
/ (13) BMW Automobiles
We Bring Good Things to Life / (14) General Electric
Where's the Beef? / (15) Wendy's Restaurants
EXERCISE 2 – Use the Internet
The 'Brand World' Quiz
10 questions that will test your knowledge, help you understand brands better, and show you the principles in practice. It's mind-expanding, and fun too!
Q1 Heineken
Q2 25,289,000,000
Q3 GlaxoSmithKline
Q4 Beach
Q5 BMW
Q6 Evisu
Q7 King Solomon
Q8 Differentiation, Relevance (pertinenza), Esteem (stima, considerazione, apprezzamento) & Knowledge
Q9 French Connection UK
Q10 Harley Davidson
EXERCISE 3
2.Theshelflivingofaproductisthelengthoftimeitcanbekeptinashopbeforeitbecomestoooldtobesold.
Correct:
The shelf life of a product is the length of time it can be kept in a shop before it becomes too old to be sold.
3.Themarketingfixisthecombinationofsellingfactorsthatacompanycaninfluencesuchaspriceandplace.
Correct:
The marketing mix is the combination of selling factors that a company can influence such as price and place.
4.Thesellingpriceisthepriceofaproductthatmostcompanieschargeinafreemarket.
Correct:
The market price is the price of a product that most companies charge in a free market.
5.Ifsomeoneusesweaksell,theytrytosellsomethingbybeinggentlypersuasive.
Correct:
If someone uses soft sell, they try to sell something by being gently persuasive.
6.Ifamarketisbuyer-sensitive,buyerslookforthebestdealtheycanget,comparingprices.
Correct:
If a market is price-sensitive, buyers look for the best deal they can get, comparing prices.
7.Confusionsellingissellinginawaythatmakesitverydifficulttodecidewhichproductsarecheapest.
Correct:
Confusion marketing is selling in a way that makes it very difficult to decide which products are cheapest.
8.Carriagepaidmeansthatthepersonreceivingthemwillpayforthecostofsendingthem.
Correct:
Carriage forward means that the person receiving them will pay for the cost of sending them.
9.Brandawarenessisthetendencytobuythesamenamedproduct.
Correct:
Brand loyalty is the tendency to buy the same named product.
10.Awhiteelephantisapersonororganisationthatsavesacompanybyputtingmoneyintoitorbybuyingit.
Correct:
A white knight is a person or organisation that saves a company by putting money into it or by buying it.
11.Auniquebuyer'spointisafeatureofaproductwhichwillpersuadepeopletobuyit.
Correct:
A unique selling point is a feature of a product which will persuade people to buy it.
12.Abuyer'smarketisamarketwheretherearemorebuyersthansuppliers.
Correct:
A seller's market is a market where there are more buyers than suppliers.
13.Apawnstoreiswhereyougetsomemoneyforapossessionwhichyougetbackifyoureturnthemoney.
Correct:
A pawn shop is where you get some money for a possession which you get back if you return the money.
14.Anicemarketisasmallareaoftradewithintheeconomyinvolvingspecialisedproducts.
Correct:
A niche market is a small area of trade within the economy involving specialised products.
15.Amarketwinnerisacompanythatsellsmoreofaparticularproductthanothers.
Correct:
A market leader is a company that sells more of a particular product than others.
16.Amarketguruissomeonewhohasspecialistknowledgeofaspecificmarket.
Correct:
A market analyst is someone who has specialist knowledge of a specific market.
17.Alosswinnerisanarticlethatissoldcheaplyinordertoattractthepublicandmakethembuyotherthings.
Correct:
A loss leader is an article that is sold cheaply in order to attract the public and make them buy other things.
18.Auppaymentisanamountofmoneywhichisonlypartofthetotalcost.
Correct:
A down payment is an amount of money which is only part of the total cost.
19.AlongstoreisoneofagroupofshopswhichbelongtoasinglecompanyandsellssimilargoodsCorrect:
A chain store is one of a group of shops which belong to a single company and sells similar goods.
20.Acashboxisamachineinashoporotherbusinessthatrecordssalesandintowhichmoneyisput.
Correct:
A cash register is a machine in a shop or other business that records sales and into which money is put.
EXERCISE 4 - from
1.The ____ onfoodordrinkisthedayormonthbeforewhichitshouldbeconsumed.
best before date
2.The ____ ofanitemisthepriceitcosttomake.
cost price
3.The ____ isthingswhichareboughtandsold,ormoneywhichischangedillegally.
black market
4.The ____ istheproportionofthetotalmarketwhichonecompanycontrols.
market share
5.The ____ isthecollectionandexaminationofinformationaboutthingsthatpeople(might)buy.
market research
6.In ____ youbuyforcashandyoumusttakethegoodsawayyourself.
cash-and-carry
7.Ifsomethingissoldinan ____ itcontainsalargeramountofthegoodsforalowerprice.
economy pack
8.Ifsomeoneusesortriesthe ____ ,theytrytosellsomethingbybeingveryforceful.
hard sell
9.A ____ shopsellsthingsatlowerpricesthanothershops.
cut-price
10.A ____ sellsyousmallitemssuchascigarettes,drinksorsweetsifyouputcoinsintoit.
vending machine
11.A ____ providesinformationandsellsoradvertisesitsgoodsorservicesbytelephone.
call centre
12.A ____ iswhentherearemoregoodsforsalethantherearepeopletobuythem.
buyer's market
13.A ____ isthenamebywhichaparticularproductissold.
brand name
14.A ____ issomeonewhoworksinashopservingcustomers.
sales assistant
15.A ____ isanoutsidemarketsellingoldorusedgoodsatlowprices.
flea market
16.A ____ isaperiodoftimewhendrinksaresoldcheaplyinabarorapub.
happy hour
17.A ____ isalargeshopdividedintoseveraldifferentpartssellingdifferentthings.
department store
18.A ____ isagroupofshopswithacommonareaforcarstopark.
shopping centre
19.A ____ isacompanywhichcontrolsothersmallercompanies.
parent company
20.A ____ inashopistheplacewhereyoucanpayforthethingsyoubuyinashop.(UK)
cash desk