II. Answer the following questions:

1. What are the advantages to a company of building up a brand?

2. What mistake have brand managers been making in their marketing?

3. What do the terms "brand-stretching" and "taking a brand downmarket" mean?

4. Why is it dangerous to take a brand downmarket?

5. What is the thinking behind the appointment of "brand-equity manager"?

6. How effective are price promotions in the short-term? And in the long-term?

7. What negative effect can price promotions have on brands?

8. What benefits can brand-stretching bring?

9. Is it really important to be brand named?

10. Should be brand units sent to stock after creating new collection?

11. How should quality and price of a product be correlated?

12. What are the most popular brands of nowadays?

III. 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. Text 1 will help you.

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.

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

Advertise

1. In our new campaign, our main ........ medium will be television.

2. Benetton produced a series of eye-catching .......... for their products.

Associate

1. Engineering firms often work in .......... with other companies on a major contact.

2. When there is a financial scandal, business people often try to ...... themselves from those involved.

Consume

1. Food, clothing and household products are all examples of ......... goods.

2. Wine ............. is high in France, and on the increase in other European countries.

Market

1. To make money, you don't just need a good product — you also need excellent .......... .

2. Some products are very innovative, but they simply aren't ............ .

Produce

1. Although the meeting went on for hours, it was rather .......... .

2. Since we introduced the new pay structure, ........... .

Profit

1. This line of raincoat is highly ................ — we must discontinue it as soon as possible.

2. If we are serious about improving the .......... of these outlets, we should take a good look at staffing costs.

Promote

1. We expect all our ............... activities to cost around $2 million.

2. ........... is a very important marketing function.

Rival

1. The ........... between soft drinks companies, Coca-Cola and Pepsi Cola, is very fierce.

2. Otis is known all over the world as a manufacturer of lifts. Its reputation in the industry is ............. .

Sell

1. Which is your best- ............. product?

2. Our .......... force doubled when we took over our chief competitor.

Value

1. Our stock is so ......... that it cannot be left unguarded.

2. We were most impressed by the consultants we hired - their advice was ......... .