Практическая работа.

Задание 1. Выберите правильный вариант ответа

1. Market research suggest that we need to change our image / growth / base to appeal to younger customers

2. Although we have built up an excellent history / base / market of clients, we still need to attract new accounts.

3. Our fast history / growth / placement means that we have a high profile in the industry.

4. The interactive marketing campaign has been successful as customer engagement / awareness / image has increased dramatically.

5. Rather than take a cautious business / image / approach, we need to be bold and innovative.

6. The bank has refused our request for a further overdraft because of our bad repayment image / history / base.

7. Brand stretching would help us develop / venture / approach into new markets .

8. Older consumers tend to be loyal / interactive / careful to brands, whereas younger ones are more likely to switch .

Задание 2. Дополните слова, используя их значения

1.

b_____ s_____

when a company starts to use an existing brand name on another different type of product, hoping that people will buy it because they recognise the name

2.

c_____ b_____

the part of the company that makes the most money and that is considered to be its most important and central one

3.

d_____

to make something appear less important or desirable

4.

p_____ p_____

a form of advertising in which a company arranges for its goods to appear in a television programme or film

5.

l_____

the quality of remaining faithful to a person, product, company, etc.

6.

u_____- _____

highly expensive and exclusive

7.

m_____

a strategy that uses two-way communication channels to allow consumers to connect with a company directly

Задание 3. Дополните предложения, словами из задания 2

1. One of the most famous examples of __________ __________ are the Aston Martin cars in the James Bond films.

2. Bulgari's move from jewellery into the hotel business is an interesting case of __________ __________.

3. A successful example of __________ __________ is Amazon's 'suggested reading' for customers which is based on the books they have bought in the past.

4. Nike's __________ __________ is making sports shoes .

5. Good copies of Gucci bags can __________ the original product.

6. Department stores encourage customer __________ by offering discount store ca rds.

7. Cartier and Hermes are examples of __________ __________ brands.

Задание 4. Совместите слова из таблицы с их определениями

a)    Awareness

b)   Brand stretching

c)    Customer engagement

d)   Image

e)    Interactive marketing

f)     Logo

g)   Loyalty

h)   Product placement

1. advertising by placing an item in a television programme or film
2. using internet history to target customers
3. extending a brand to include other types of products
4. consumer interest
5. knowledge or understanding
6. a recognisable design or official sign on a product
7. buying the same brand regularly
8. general opinion people have of a product