Market Leader Edition new -Unit 2

MARKET LEADER
UPPER - INTERMEDIATE
new edition
UNIT 2
INTERNATIONAL MARKETING
Choose correct answers
1. ______________ is a term used by economists to describe how wealth is
shared in a country.
A. Income distribution B. Monetary regulations C. Economic situation D. Political stability
2. Another name for a domestic
market is ________________.
A. local market B. house market C. home market D. national market
3. Because of tight
_________________ company profits could not be taken out of the country.
A. buying habits B. monetary regulations C. economic situation D. income distribution
4. The purchasing
behaviour of consumers can be described as their ________________.
A. buying habits B. political stability C. economic situation D. special offer
5. ________ can defined as “to make something
for sale, services, etc. known to the public.”
A. Penetrate B. Manufacture C. Differentiate D. Advertise
6. “the name attached to a product or service, and the product
can be identified by this name” is _________.
A. logo B. slogan C. motto D. brand
7. The most important
decisions for international marketing are those of ___________ and variety reduction.
A. product standardisation B. product distribution C. product line D. product market
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Choose correct answers
8. The ______________ is improving leading to a rise in employment.
A. income distribution B. monetary regulations C. economic situation D. political stability
9. The
country is attractive to exporters because it has enjoyed ___________ for the last 50 years.
A. marketing strategies B. economic situation C. political stability D. profit margin
10. The process that marketers focus on particular segments of a given overall market is called
_________.
A. target marketing B. marketing mix C. marketing strategy D. marketing research
11. Red tape and other
examples of ___________ hinder a company’s entry into a market.
A. government bureaucracy B. monetary regulations C. economic situation D. political stability
12. The main
elements of the ____________ are product, price, promotion, and place.
A. target marketing B. marketing mix C. marketing strategy D. marketing research
13. A good
____________ is one which satisfies the needs of the customer and makes a product eye-
catching in
the marketplace.
A. product line B. product differentiation C. product placement D. product design
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Choose correct answers

14. In international marketing, it is necessary to meet individual
national requirements, in particular where
______________ are concerned
A. consumer goods B. eye-catching products C. commercial goods D. specific products
15. Licensing
is an option which may enable the marketer to improve profits while retain ______________.
A. market shares B. market position C. market demand D. market control
16. It is extremely
important for marketers to understand the _________ of existing and potential customers.
A. buying economies of scales B. buying basis C. buying power D. buying behaviour
17. A _______________ is a
short written statement made by an organization, intended to communicate its
aims to customers, employees, and shareholders.
A. mission statement B. balance statement C. statement of accounts D. statement of case
18. In order
to secure a __________, companies will try to make their products and services stand out from
their competitors.
A. economic stability B. competitive advantage C. market share D. buying power
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Which word in each group does not form a word partnership with the word in bold?
MARKETING
campaign
budget
leader
strategy
MARKET

research
survey
check
sector
PRODUCT
market
range
features
manager
ADVERTISING
campaign
exchange
agency
slogan
BRAND
awareness
loyalty
image
contract
SALES
figures
conditions
forecast
targets
PRICE
promotion
rise
product
range
X

X
X
X
X
X
X
ODD ONE OUT
Growing
market
Developing market
Declining market
Expanding market
Questionnaire
Focus group
Survey
Promotion
Market niche
Market
research
Market segment
Market
sector
International market
Overseas market
Domestic market
Worldwide
market
Launch a product
Bring out a product
Introduce

a product
Withdraw
a product
Slogan
Free sample
Discount
Special offer
Retailer
Distributor
Manufacturer
wholesaler
X
X
X
X
X
X
X
REARRANGE THE WORDS TO MAKE CORRECT PHRASES
impressive/really/figures/sales
new/relations/ department/ public
programme/
ambitious/ highly/ research/
market
overseas/ operations/ expanding
sheet/ improving/ rapidly/ balance
volatile/ exchange/ rate/ extremely
confidential/ highly/ report/ marketing
really impressive sales figures
new public relations department

highly ambitious market research programme
expanding overseas operations
rapidly improving balance sheet
extremely volatile exchange rate
highly confidential marketing report
ACRONYMS
JIT
NIC
B2B
PR
PLC
TQM
USP
B2C
JUST IN TIME
NEWLY INDUSTRIALISED COUNTRY
BUSINESS TO BUSINESS
PUBLIC RELATIONS
PRODUCT LIFE CYCLE
TOTAL QUALITY MANAGEMENT
UNIQUE SELLING PROPOSITION/POINT
BUSINESS TO CUSTOMER
Complete the blanks
with acronyms
1
. Nowadays, a company that can
supply
__________ deliveries has a strong
competitive
edge over suppliers who cannot.

2
. _________ is a feature of a product that
no
other similar products have, and which is
used
in marketing to try to persuade people to buy it
.
3
. The concept of __________ is that once
a
product is introduced into the market, it
goes
through a process of growth, maturity
and
decline, and eventually disappears from
the
market.
4
. __________ can be understood as the work
of
persuading
people to have a good opinion of
an
organization,
company, etc.
JIT
USP
PLC
PR
MATCHING VERBS TO CORRECT COLUMNS

… A PRODUCT
…
A MARKET
RETREAT FROM
LAUNCH
PULL
OUT OF
BREAK INTO
PENETRATE
INTRODUCE
SATURATE
WITHDRAW
GET A FOOTHOLD IN
ROLL OUT
LICENSE
PHASE
OUT
Launch a product
Introduce a product
Withdraw a product
Roll out a product
License a product
Phase out a product
Retreat from a market
Pull out of a market
Break into a market
Penetrate a market
Saturate a market
Get a foothold in a market
Reading comprehension

Globalisation has affected marketing strategies in many ways. In
the past, for example, the best way to enter a market tended to
be the main concern.
Today, by contrast, international marketers ask themselves
whether it is better to standardise or to adapt a product across
different markets. Finding the right international mix has become
one of the key questions, and answers vary greatly from
company to company and from product to product. Coca-Cola,
for example, has customised its soft drinks to every market. It is
well-known that Coke in Indonesia tastes a lot different from
Coke in the UK. Such a strategy is in stark contrast to Rolex’s.
Indeed, Rolex uses the same advertising message and positions
its watches the same way in the world. Other companies strike a
compromise between customising and standardising, and opt for
a middle-of-the-road strategy. Car manufacturers, for example,
cannot afford to design a separate car for each market. However,
they do need to think of country-specific differentiating features,
as consumer tastes vary enormously from one country to
another.
1. Which of the followings is not true?
A. Tastes of Coke is different from one
country to another country.
B. Rolex customises its products to every
market
C. Some companies follow a strategy of
“middle-of-the-road”
D. Car manufacturers find it hard to
customise its products to different markets
2. “Stark” in the passage means ______.
A. bare and plain

B. unambiguous and harsh
C. complete
D. rigid
3. What is the topic of this passage?
A. Impacts of globalisation on marketing
strategies
B. Marketing strategies in history
C. Changes in marketing strategies
D. How to differentiate marketing strategies
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Reading comprehension (Page 16): COFFEE CULTURE COMES TO COFFEE-GROWERS
1. Which of the followings is not true?
A. The Chilean prefer tea to coffee
B. Peru didn’t have a mass-market coffee culture
C. The Argentinian prefer ground coffee
D. In Brazil, coffee can be served free
2. In which country do people drink 345 cups of
coffee a year?
A. Venezuela
B. Brazil
C. United States of America
D. Mexico
3. “Per capita” means _________
A. by each capital
B. by or for each person
C. for each country
D. by or for a company
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4. Which overseas market did Starbucks enter first?
A. Mexico
B. Austria
C. China
D. Japan
5. Which of the followings is not mentioned as a
place to find Starbucks’ sales-points?
A. bookshops
B. sport stadiums
C. movie theatres
D. hotels
6. Which of the followings is not a problem that
Starbucks has had?
A. saturation in home market
B. competition in European markets
C. security problems in Israel
D. bad experiences in Japan
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End of Unit 2