Иностранный язык в профессиональной деятельности (Интернет-маркетинг. Реклама и связи с общественностью). Синергия. Ответы на итоговый + компетентностный тесты. На отлично!

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A marketer can …

· Design a marketing strategy

· Study the target audience

· Carry out market research

· Design a brand logo

· Calculate ROI

According to hh.ru, … of marketers stated on their CVs they could speak English at a high level.

· Just under 30 percent

· About half

· Over 50 percent

BCG stands for …

Before entering a foreign market, it’s essential to research its key indicators such as GDP, population trends, income levels, and market growth rates.This description is about …

· Analyzing market size and growth potential

· Identifying target market

· Conducting a SWOT analysis

By studying social networks such as Facebook, Instagram and X (formerly Twitter), …

· You’ll learn how to overcome legal issues and make more profit

· You’ll understand the expectations of the local people

· You’ll know more about what people think and how they feel about different social issues

Companies can’t store and inventory services because of their ….

In BCG analysis, businesses and products that have a high market share but low growth potential are called …

In marketing, sampling …

· Is the selection of study sites that reflect their overall large population

· Is the composite of all the data, findings, ideas and experience available within a marketing function

· Is a set of questions designed to yield usable information for marketing purposes

· Is a statistically selected sampling of people representing a specific population

In marketing, we can use the term … to describe both services and goods.

Low growth, low share businesses and products are called ….

Marketing implementation …

· Is the logic by which the business unit hopes to achieve its marketing objectives

· Is a tool by which management identifies and evaluates the various businesses that make up the company

· Is the process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives

Match the examples of words to the way they have been borrowed.

Match the research approaches to their descriptions:

Match the terms to their definitions:

Match the terms to their definitions:

Put the stages of benchmarking in the correct order:

1. Collecting data

2. Analyzing competitors

3. Identifying growth areas

Put the stages of marketing research in the correct order:

1. Define the problem and objective

2. Develop the research plan

3. Implement the plan

4. Interpret the findings

5. Present the findings

Put the stages of the product life cycle in the right order:

1. A company develops a product

2. The sales start to increase

3. The sales reach a peak and then decrease

4. The product loses its popularity

Put the steps for taking a company abroad in the right order:

1. Identify target market

2. Learn about local customers’ needs

3. Analyze market size and growth potential

4. Assess market saturation and competition

5. Consider local regulatory and legal frameworks

6. Conduct a SWOT analysis

7. Analyze market entry options

8. Evaluate local infrastructure and distribution channels

9. Perform financial analysis

10.Do risk assessment

Strategic planning is …

· A game plan for a particular product

· A plan specifying details for a short period of time

· A company’s overall game plan

The objective of the BCG analysis is …

· to visualize the businesses and products of the company to make a decision how much to invest in each

· to study the general economic environment at the moment

· to study the target audience of the businesses/products in detail

The physical things that people buy for personal use or for business are called ….

The quality of not being physical is called …

· Inseparability

· Intangibility

· Heterogeneity

The SWOT analysis stands for …

· Opportunities and Threats Analysis

· Analyzing strengths and weaknesses

· Analyzing strengths, weaknesses, opportunities and threats

The terms … are related to benchmarking.

· Process optimisation

· Gap analysis

· Dealer

· Key performance indicator (KPIs)

What makes services different from goods is that …

· Services are physical things that you can touch

· Services are generated and consumed simultaneously and cannot be separated from their provider

· It’s hard to make sure the quality of your services is always the same

· You can store and sell services later on when the demand is higher

When your company is only beginning to … market, find out everything you can about the trade barriers, tariffs, taxation, intellectual property rights, and labor regulations.

You will be able to … if you know a foreign language.

· Analyze the new international market

· Watch the latest marketing trends

· Write posts for the social media page of the company

· Calculate the KPIs and any other metrics

.... is the written document or blueprint for implementing and controlling an organization’s marketing activities related to specified marketing strategy

· Marketing strategy

· Marketing plan

· Marketing control

· Marketing audit

. … are necessary parts of a marketing plan.

· the purpose of the company

· the mission of the company

· the detailed objectives of the company

· a description of the target audience

· the choice of businesses and products for the portfolio

· specific plans for each of the businesses and products

· the research approach

. … data is information collected by or for an organization to address that organization’s specific research question or needs

… is an ever-evolving field, and it s important to continuously learn and adapt.

· Marketing

· Benchmarking

· Advertisement

“I’m learning a lot about the people who use the products of the company. I’m doing face-to-face interviews with them. I’ve also developed some questionnaires, I’ve been sending them out on social”.Which service is the marketer providing?

· Developing a marketing strategy

· Doing target audience analysis

· Doing market research on competitors

(one word)... is the final stage of the PLC during which sales fall rapidly.

(two words) “ … means developing communication strategies that bridge cultural differences and effectively communicate the brand s value proposition in a way that resonates with diverse target audiences”.

(two words) Demonstrate your …! Learn about the local culture and draw upon it to develop marketing campaigns. It’ll help avoid misunderstandings and offence.

(two words) Measuring and comparing performance of a company, product, or service against similar entities in the same industry is called …

(two words) Proven methods or strategies that have demonstrated exceptional results in a particular industry are called …

(two words) Standards or reference points used as a comparison for measuring performance are called

…

(two words) To succeed in an international market, make sure you …. This means you want to open up your mind to new ideas. This way, you’ll be able to work out inclusive campaigns.

Braniff Airlines got in trouble in 1987 when it promoted its new leather seats in Mexico with the same campaign it used in the United States: “Fly in leather.” While the Spanish translation, “Vuela en cuero,” was alright throughout much of Latin America, it had a different meaning in Mexico, where the expression translated as “fly naked.” The promotion may have appealed to some flyers, but it was far from the message the airline intended to send. What should the company have done before launching the campaign?

· They should’ve done more market research to know what their competitors’ slogans are.

· They should’ve translated the slogan more carefully, without making grammar mistakes.

· They should’ve hired a local (Mexican) marketer for a consultation.

Imagine you are running a startup that sells organic beauty products online. To promote your products and attract customers, you spend money on various marketing activities such as online ads, social media promotion, content marketing, and SEO. In a specific month, you spent:$5000 on Google Ads$3000 on VK Ads$2000 on influencers$1000 on content creation for your blog$1000 on SEODuring this month, you managed to acquire 200 new customers. What is the customer acquisition cost?

· 55$;

· 100$;

· 15$;

· 25$

Let’s say you own a subscription-based streaming service. On average, customers stay subscribed to your service for 3 years. They pay $10 each month. The cost to service a subscriber each month is $2.What is the customer lifetime value?

· 288$;

· 325$;

· 152$;

· 198

Suppose you own an online bookstore. You sent out an email campaign to 5000 of your subscribers, promoting a new collection of books. After the campaign, you noticed that 250 of those subscribers made a purchase. What is the conversion rate?

· 5%;

· 15%;

· 25%;

· 13%

You’re a marketer for a Moscow-based business. You’ve been selected to attend a trade fair over in Hong Kong. It’s important for the company as they’re thinking of setting up a branch there soon. What else do you think you should do while you’ll be staying in Hong Kong?

· I should see the local sights, enjoy the food and do some shopping.

· I should make new friends with my colleagues from abroad and learn from their experience.

· I should study the local regulations and do market research, with a focus on direct competitors