Reviewing background information and vocabulary

Match each word in the left box with a word in the right box to form ten common marketing expressions. Then use these expressions to complete the sentences that follow.

BRAND	PREMIUM	PLAN	PRODUCT
CONSUMER	MARKET	BRAND	BRANDS
MARKETING	PRICE	OFFER	CAMPAIGNS
ADVERTISING	SPECIAL	LOYALTY	AWARENESS
CORE	BRAND	SHARE	PROMOTIONS

1. ______ are important brand-building activities.

2. Marketing tactics such as ______ aim to boost sales quickly.

3. Because of their association with quality and status, ______ often cost a bit more.

4. During a sale in a department store, many goods are on ______ .

5. The danger with brand-stretching is the damage that can result to the ______ if it is not successful.

6. A good ______ will guard the long-term interests of the brand it is promoting.

7. Launching a new ______ onto the market is a costly and risky business.

8. Customers who always buy the same brand of goods are showing ______.

9. ______ is a measure of how well-known a product is in the marketplace.

10. In some sectors, the competition between companies for ______is fierce.

Complete each sentence with the correct form of the underlined word. In some cases, you will need to use the negative form.

Advertise In our new campaign, our main ______ medium will be television. Benetton produced a series of eye-catching ______ for their products.	Market To make money, you don’t just need a good product – you also need excellent ______ . Some products are very innovative, but they simply aren’t ______ .
Associate Engineering firms often work in ______ with other companies on major contract. When there is a financial scandal, business people often try to ______ themselves from those involved.	Produce Although the meeting went on for hours, it was rather ______ . Since we introduced the new pay structure, ______ has improved enormously.
Consume Food, clothing and household products are all examples of ______ goods. Wine ______ is high in France, and on the increase in other European countries.	Profit This line of raincoat is highly ______ – we must discontinue it as soon as possible. If we are serious about improving the ______ of these outlets, we should take a good look at staffing costs.
Promote We expect all our ______ activities to cost around $2 million. ______ is a very important marketing function.	Sell Which is your best- ______ product? Our ______ force doubled when we took over our chief competitor.
Rival The ______ between soft drinks companies, Coca-Cola and Pepsi Cola, is very fierce. Otis is known all over the world as a manufacture of lifts. Its reputation in the industry is ______ .	Value Our stock is so ______ that it cannot be left unguarded. We were most impressed by the consultants we hired – their advice was ______ .