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.
SLOGANS
ANSWERS
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. The shelf living of a product is the length of time it can be kept in a shop before it becomes too old
to be sold.
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. The marketing fix is the combination of selling factors that a company can influence such as price
and place.
Correct:
The marketing mix is the combination of selling factors that a company can influence such as price and
place.
4. The selling price is the price of a product that most companies charge in a free market.
Correct:
The market price is the price of a product that most companies charge in a free market.
5. If someone uses weak sell, they try to sell something by being gently persuasive.
Correct:
If someone uses soft sell, they try to sell something by being gently persuasive.
6. If a market is buyer-sensitive, buyers look for the best deal they can get, comparing prices.
Correct:
If a market is price-sensitive, buyers look for the best deal they can get, comparing prices.
7. Confusion selling is selling in a way that makes it very difficult to decide which products are cheap
est.
Correct:
Confusion marketing is selling in a way that makes it very difficult to decide which products are cheapest.
8. Carriage paid means that the person receiving them will pay for the cost of sending them.
Correct:
Carriage forward means that the person receiving them will pay for the cost of sending them.
9. Brand awareness is the tendency to buy the same named product.
Correct:
Brand loyalty is the tendency to buy the same named product.
10. A white elephant is a person or organisation that saves a company by putting money into it or by
buying it.
Correct:
A white knight is a person or organisation that saves a company by putting money into it or by buying it.
11. A unique buyer's point is a feature of a product which will persuade people to buy it.
Correct:
A unique selling point is a feature of a product which will persuade people to buy it.
12. A buyer's market is a market where there are more buyers than suppliers.
Correct:
A seller's market is a market where there are more buyers than suppliers.
13. A pawn store is where you get some money for a possession which you get back if you return the
money.
Correct:
A pawn shop is where you get some money for a possession which you get back if you return the money.
14. A nice market is a small area of trade within the economy involving specialised products.
Correct:
A niche market is a small area of trade within the economy involving specialised products.
15. A market winner is a company that sells more of a particular product than others.
Correct:
A market leader is a company that sells more of a particular product than others.
16. A market guru is someone who has specialist knowledge of a specific market.
Correct:
A market analyst is someone who has specialist knowledge of a specific market.
17. A loss winner is an article that is sold cheaply in order to attract the public and make them buy ot
her things.
Correct:
A loss leader is an article that is sold cheaply in order to attract the public and make them buy other things.
18. A up payment is an amount of money which is only part of the total cost.
Correct:
A down payment is an amount of money which is only part of the total cost.
19. A long store is one of a group of shops which belong to a single company and sells similar goods
Correct:
A chain store is one of a group of shops which belong to a single company and sells similar goods.
20. A cash box is a machine in a shop or other business that records sales and into which money is
put.
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 http://www.nonstopenglish.com/exercise.asp?exid=733
1. The ____ on food or drink is the day or month before which it should be consumed.
best before date
2. The ____ of an item is the price it cost to make.
cost price
3. The ____ is things which are bought and sold, or money which is changed illegally.
black market
4. The ____ is the proportion of the total market which one company controls.
market share
5. The ____ is the collection and examination of information about things that people (might) buy.
market research
6. In ____ you buy for cash and you must take the goods away yourself.
cash-and-carry
7. If something is sold in an ____ it contains a larger amount of the goods for a lower price.
economy pack
8. If someone uses or tries the ____ , they try to sell something by being very forceful.
hard sell
9. A ____ shop sells things at lower prices than other shops.
cut-price
10. A ____ sells you small items such as cigarettes, drinks or sweets if you put coins into it.
vending machine
11. A ____ provides information and sells or advertises its goods or services by telephone.
call centre
12. A ____ is when there are more goods for sale than there are people to buy them.
buyer's market
13. A ____ is the name by which a particular product is sold.
brand name
14. A ____ is someone who works in a shop serving customers.
sales assistant
15. A ____ is an outside market selling old or used goods at low prices.
flea market
16. A ____ is a period of time when drinks are sold cheaply in a bar or a pub.
happy hour
17. A ____ is a large shop divided into several different parts selling different things.
department store
18. A ____ is a group of shops with a common area for cars to park.
shopping centre
19. A ____ is a company which controls other smaller companies.
parent company
20. A ____ in a shop is the place where you can pay for the things you buy in a shop. (UK)
cash desk