Answer Key

ANSWER KEY I. MARKETING LEAD-IN (1b) Areas of marketing: (i) 2, 3, 6, 12, 15, 17, 19, 23, 28, 31; (ii) 5, 10, 21, 25; (iii) 1, 7, 9, 11, 14, 16, 18, 26, 30, 33; (iv) 4, 8, 13, 20, 22, 24, 27, 29, 32, 34. (2) Pricing methods: 1) realities; 2) variables; 3) marketers’; 4) “efficient; 5) economic; 6) offerings; 7) everything; 8) rationale; 9) inflexibility; 10) unstable; 11) “loss; 12) perception; 13) relatively; 14) experiential; 15) uncertainty; 16) surrounding; 17) indication; 18) authenticates; 19) flawless; 20) malfunction. (3a) Brands: 1D; 2A; 3B; 4B; 5D; 6C; 7A; 8B; 9D; 10A; 11C; 12C; 13D; 14B; 15A; 16A; 17C; 18B; 19D; 20C. (3b) Types of branding: 1) to; 2) several; 3) all; 4) different; 5) or; 6) in; 7) two; 8) together; 9) for; 10) another. (3c): Brand Country Product Lego Denmark toys Hershey’s US chocolate Boeing US aerospace BP UK petrol Qantas Australia airline Ikea Sweden furniture Nestlé Switzerland food Telstra Australia telecommunications The Gap US clothing Cadbury UK chocolate Canon| J camera Woolworth’s Australia store chain Sony J Electronic goods BRIO Sweden toys Rip Curl Australia surf/clothing Columbia Records US recorded sound (since 1988 owned by Sony) Nintendo J computer games Guinness UK dark beer (4a) Competitive advantage: 1) must; 2) could; 3) However; 4) none; 5) only; 6) that; 7) occur; 8) one; 9) anything; 10) If; 11) said; 12) developed; 13) result; 14) example; 15) this; 16) take; 17) been; 18) have; 19) among; 20) its; 21) distinguish; 22) alone; 23) made; 24) more; 25) where; 26) needs; 27) case; 28) according; 29) results; 30) together. (4b) Core competency: 1) work benches; 2) flash lights; 3) battery charging systems; 4) toaster ovens; 5) coffee percolators; 6) circular saws; 7) rotary tools; 8) dust busters; 9) hedge trimmers; 10) lawn mowers; 11) leaf blowers; 12) pressure sprayers; 13) can openers; 14) food processors; 15) bread makers. (5) Trends in Marketing Management: Past sales built through advertising

Present/Future brands built through a coordinated integrated marketing strategy involving all points of contact between the company and the public

organised by product units

organised by customer segment

segmented on geographic or demographic variables marketing department exclusively responsible for the marketing focus on capturing new customers performance measured by financial metrics individual and hierarchical work structures

segmented in depth, esp. on behavioural variables like usage rate, loyalty, or benefit everyone in the company doing some marketing emphasis on keeping existing customers performance measured by financial, strategic, and marketing metrics cross functional teams

READING: Trademarks (1): 1D; 2C; 3A; 4B; 5E. (2): 1C; 2A; 3B; 4A; 5C; 6B; 7B. VOCABULARY (1a): 1g; 2d; 3a; 4k; 5l; 6i; 7b; 8c; 9h; 10f; 11e; 12j. (1b): 1) ruled; 2) defense; 3) plaintiff; 4) statutorily; 5) provisions; 6) lawyer; 7) infringement; 8) jurisdiction; 9) defendant; 10) sued; 11) suit; 12) judge. II. ADVERTISING LEAD-IN (2a) Marketing mix: (i)c; (ii)b; (iii)d; (iv)a. (2b) Promotional activities Advertising: sponsorship; posters; hoardings; websites. Sales Promotion: discounts and sales; pricepack deal; contests/sweepstakes/games; contests/sweepstakes/games. Personal Selling: personal conversations with customers; visits to customers; letters to customers; phone calls to customers. Publicity: staging a debate; celebrating an anniversary; press/internet release; taking a stand on a controversial subject; arranging a speech or talk; inventing then presenting an award; organising a tour of business or projects; making an analysis or prediction. (3a) Advertising media: 1e; 2n; 3g; 4q; 5d; 6f; 7c; 8k; 9m; 10h; 11p; 12o; 13b; 14j; 15i; 16a; 17l; 18r (3b) Categories of advertising media: (i) 6, 8; 18; (ii) 2, 7, 9, 10; (iii) 3, 11, 15, 16, 17; (iv) 1, 4, 5, 12, 13, 14. (4b) Positioning a product: 1 option; 2 competitors; 3 easily; 4 consistent; 5 grandiose; 6 ostentatiousness; 7 rebellious; 8 highly; 9 additional; 10 dependability; 11 reliability; 12 faddish; 13 dependable; 14 disappeared. (5) Advertising techniques: 1) may; 2) their; 3) end; 4) through; 5) used; 6) quality; 7) users; 8) out; 9) an; 10) make; 11) sales; 12) all; 13) it; 14) other; 15) also. READING: Advertising (1): 1C; 2B; 3E; 4D; 5A; 6F. (2): (i)c; (ii)a; (iii)f; (iv)d; (v)b. (3): a) F; b) T (consumer/ institutional/ image/info/ cooperative advertising); c) F; d) T; e) F; f) T; g)T. VOCABULARY (i) advertising agency/ spending/ budget/ industry/ strategy/ department/campaign/ space/ time/ practices (ii) consumer/ trade/ international/ local/ institutional/ image/ informational/ cooperative/ television/ newspaper/ print advertising LISTENING (1) Ad 1: Walden Books – an American bookstore; Ad 2: SWINTON Car Insurance (GB); Ad 3: Tuborg Gold.

(2) Ad 1: 1) up to 15 per cent off books and right now new and current members can get up to 25 per cent; 2) a book club for kids; a science fiction club; a mystery club; a romance club; a 60 plus book club; 3) promotional campaign to get people to become members of the book clubs. Ad 2: 1) Men are responsible for 81 per cent of parking offences and 96 per cent of dangerous driving offences; 2) women have access to policies with up to 20 per cent reductions. Ad 3: 1) a commentary on a royal procession; 2) interrupts the procession to go inside the pub Dog and Duck for a Tuborg. ASSIGNMENT: Ad analysis (1a): (i)d; (ii)f; (iii)a; (iv)g; (v)c; (vi)b; (vii)e; (viii)j; (ix)i; (x)h. (1c) Puns: a) ‘sound’ = 1) the quality of musical reproduction; 2) good, reliable; b) ‘pounds’ = 1) money; 2) weight; c) ‘weak’ has the same pronunciation as ‘week’; d) ‘dying for’ = 1) stop living; 2) wanting desperately; e) ‘knead’ has the same pronunciation as ‘need; ‘dough’ = 1) flour mixed with water ready for baking; knead the dough = press (especially a flour and water mixture) firmly and repeatedly with the hands; 2) money; need the dough; f) snap = 1) immediate; 2) photograph; g) ‘be de-lighted’ = 1) be pleased; 2) have the light cut off; h) ‘plane’ has the same pronunciation as ‘plain’ = simple; i) ‘feed (fed, fed) up’ = 1) make (a person or animal) fatter and healthier by providing lots of good food; 2) fed up = unhappy, tired and not satisfied, especially about something that one has had too much of; j) ‘sleep on it’ = also ‘think about it’; k) ‘food for thought’ = something worth thinking about; l) ‘blowout’ = 1) a burst tire; 2) a feast or big meal. Crazy slogans: c), e), g), i), l). (1d) Order of adjectives: a) a valuable long English silver carving knife; b) a beautiful big old round brown Italian oak dining table; c) a gorgeous handmade lace wedding dress; d) three expensive old Persian woollen carpets; e) a lovely big old-fashioned brick country house.