KCJ EF TUL winter credit test A1G*H A 100-87=1, 86-73=2, 72-60=3, below= fail
l. Read the text and choose the best word to fill each gap from words below. 10 points
The Marketing Mix has been the golden rule used by marketing managers everywhere to engage customer attention and (1) ___________ this interest to sales. The four Ps of Product, Price, Place and Promotion date back nearly 50 years. But this approach to marketing does have its critics, who argue that the true success of sales is completely down to the customer, and what he or she wants is an important decision factor. The Product, for example, is not just the (2) __________ product or service itself, but a whole host of associated warranties that one attaches to it. These are society based and driven. Price is usually associated with cost (3) ___________ , and therefore ‘how low can you go’ is the dilemma. But cheapest is not necessarily best, as the price should reflect the value for benefits it offers. Something that increases social status or sexual magnetism can be considered by some worth more than the literal financial value placed on it. The concept of Place in the Marketing Mix, often referred to as the distribution (4) __________ , usually represents the locations where the product can be purchased, physical or virtual. However, place should refer also to timing, ensuring that the product is there in the right place, supplying customers’ needs to their own personal schedule. With e-business this includes visibility in search (5) ___________ , visibility in consumer keywords and knowledge of the search behaviour of your (6) __________ market. Promotion is essential and is typically associated with advertising, but also includes PR, word of mouth and (7) ____________ of sale. Others have suggested that within the knowledge of the benefits of the product and brand awareness comes customer (8) ___________ , which is invaluable as part of the business base. A further concept which some people argue is missing is P for People. The people who represent a product become that product. While average to good (9) ____________ service is little remarked upon, what image is left when you have to deal with very poor service? Many people will say nothing if their sales experience was positive – this is what they expect – but how many people will you tell if you have a negative encounter? Customer staff, in both appearance and attitude, have the power to create an image of your company. How important is that? (10)______________.
1 A change B convert C alter D amend
2 A tangy B real C authentic D tangible
3 A competitiveness B economy C cutback D reduction
4 A canal B channel C outlet D conduit
5 A mechanisms B devices C engines D tools
6 A intended B open C target D ideal
7 A place B point C end D position
8 A reliability B devotion C care D loyalty
9 A client B consumer C customer D shopper
10 A Pricey B Pricily C Priceless D Pricing
2. Write sentences using the following words. 10 points
1 … don’t they?
____________________________________________________________________________
2 Have you …?
____________________________________________________________________________
3 … shall we?
__________________________________________________________________
4 Wouldn’t it …?
__________________________________________________________________
5 … aren’t I?
__________________________________________________________________
6 Didn’t they...?
__________________________________________________________________
7 … will they?
__________________________________________________________________
8…………used to be…………
____________________________________________________________________________
9 …………..will get used to…………..
____________________________________________________________________________
10……………should not have chosen…………..
____________________________________________________________________________
3. Explain the following words – write definitions, use synonyms/antonyms to show the meaning 10 points
1. blindfold
2. start from scratch
3. loner
4. elicit
5. put up with
6. nepotism
7. razor
8. forecourt
9. lure
10. raft
4. Read the text, if the line is correct, write correct, OK, or tick it; in case there is an extra or wrong word, write THE WORD in the space provided. 15 points
1. How can a company produce good salespeople? Surely if the product is the what ________
2. people want, it will sell itself. In fact, therefore, there is a multi-million dollar ________
3. industry out there, and everyone is in competition, all chasing the some targets. ________
4. Suddenly it is not so easy after all. For the long-term growth and profitability of ________
5. a company, building a high-performing team of salespeople is crucial. ________
6. What does the recruitment officer has to consider when interviewing a potential ________
7. salesperson? He might to ask how much energy the individuals have, ________
8. and how efficiently they can be. Crucially, how will they deal with rejection that ________
9. is part and parcel of a salesperson’s life? Will they persist on or will they turn ________
10. tail and quit? How motivated are they by the hunt for new customers, and how ________
11. much attention will they give to the maintenance of the current one? Are they ________
12. like to share information, or hoard secrets? What is their attitude to risk-taking? ________
13. And just how many sheer effort will they put in to be successful? ________
14. But it is not just the responsibility of finding the right person. That is a essential, _______
15. and cost incurring process in itself, but having found that winning personality, ________
it is crucial that they stay with the company
5. Choose the correct verb to complete the verb noun collocation in each sentence. 5 points
1. The controversy over exploding laptop batteries has definitely a) made b) developed c) created a buzz surrounding this year´s IT awards ceremony.
2. Experts in online advertising used to a) take b) get c) make big bucks, but the rewards have decreased.
3. The advertising team were surprised that their small video clip a) did b) went c) turned viral within days.
4. Something as simple as a good product name can a) have b) make c) give your product an edge in the market.
5. Some marketing techniques are so strange that they will never a) turn b) make c) become mainstream.
6. Put the words in order to make sentences. The first and the last ones are given. 5 points
1. If they´d RUN EARLIER, WOULDN´T BUDGET THE THEY REVIEWED OUT HAVE OF money.
2. Mr Spearing IF MEETING THE HAD HIM ATTENDED INFORMED WE WOULD´VE sooner.
3. Mrs Ahmed HAD IF OUR PROJECT A HAVE WOULD IN INVESTED CLEARER WE´D plan.
4. We WOULDN´T WE PROJECT PROBLEMS SO MANY IF PLANNED THE HAVE HAD TODAY better.
5. If Terry BEEN SUPPORT MORE HAD CEO, RECEIVED WE´D HAVE FOR THE STILL scheme.
7. Complete each sentence with the correct option 5 points
1. The technical excellence of Procom´s products made their software the industry a) model b) guide c) example d) standard.
2. Looking back on it, I should a) invest b) have invested c) be invested d) be investing more time on the product design.
3. Harriet´s easy-going nature meant that she a) took over b) made up c) got on d) gave in well with everyone.
4. According to our code of conduct, we abide by the government´s statutory a) rulings b) instructions c) requirements d) decrees at all times.
5. Sales have been slow. Ideally, we ought to a) set b) have met c) achieve d) be reaching our targets by last month.
8. Complete each sentence with the correct form of the word in brackets. 10 points
1. Buyers of fashion items these days place less emphasis on (durable) ____________of clothes.
2. The structural stability of the bridge required that each section was engineered to within (tolerate( _____________ of less than 1 mm.
3. The government have introduced a new quality (assure) ________________ scheme for imported electrical goods.
4. Lara deserves full (recognize) _______________ for all her work on the project.
5. There was a sense of panic in the office when the manager announced that the (audit) ___________ would be coming in the following week.
6. The new appraisal met with almost universal (approve) _________________ and applause.
7. I´ve no idea how the market for ready meals will develop – it´s completely (predict) _______________.
8. Jack will be carrying out a study into the (feasible) _________________ of on-site nursery care.
9. Their views ought to have been taken into account properly before we started the (implement) _____________ phase.
10. I think I made the right (choose) _______________.
9. Match the items from the lft to those on the right 15 points
1. meet/miss a. something for granted
2. reach b. an end in itself
3. establish c. TQM or another quality scheme
4. achieve/set d. the job done
5.fix e. a date
6. stick to f. something a number one priority
7. struggle g. a person´s aesthetic sense
8. take h. a deadline
9. make i. reasonable targets
10. fall into j. together
11. become k. another milestone on the way
12. appeal to l. the given budget
13. get m.to keep up
14. adopt n. a trap
15. pull o. a timeframe to be kept
1- , 2- , 3- , 4- , 5- , 6- , 7- , 8- , 9- , 10- , 11- , 12- , 13- , 14- , 15-
10. Write an email based on the following brief. Write about 50–60 words. 15 points
You work in a small company producing high quality organic cotton clothing for the high end of the market.
After spending a weekend with a family who have twin babies, you have considered the possibility of branching out into babies’ clothing. Send an email to your business partner saying how you got the idea, and how excited you are about expanding your market segmentation and perhaps cornering a niche market. Ask what your business partner thinks of your idea.
Tasks 1 – 10 = 100 points
If you want to get extra 3 points as a bonus you could try this task.
Read a letter from holidays that a Scottish boy sent to somebody – write full words or expressions/phrases for at least 9 abbreviated ones.
My summer hols wr CWOT. B4, we used 2 to 2 NY 2C my bro, his GF and thr 3 :-@ kds FTF. ILNY, its gr8. bt my Ps wr so (: - / BC o 9/11 tht thay dcdd 2 stay in SCO @ spnd 2 wks up N. Up N, WUCIWUG – 0. I ws vvv brd in MON. 0 bt baas @ ΛΛΛΛ
b. ___________________
c. __________________
e. _________________ 
f. _______________________