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20.1 Choose the best word to fill each gap. Put a circle around the letter, a, b or c, of the answer you choose.

1. We arc well known in America, but now we want to ……………….….. the European market.

A. compete B. entrance C. penetrate

2. The world's soft drinks market is ……..…………… by Pepsi and Coca-Cola.

A. dominated B. segmented C. shared

3. We were …………………. out of business by the large supermarket chains.

A. left B. driven C. abandoned

4. We bought out our only competitor so we could ………………. the marker in coffee.

A. corner B. front C. edge

5. Our most important market is men aged from IS to 30.

A. place B. share C. segment

6. Competition is in the fast food business.

A. efficient B. intense C. successful

20.2 Complete each sentence by writing in the gap the correct form of the verb given in brackets ( ).

1. In the late 1990s, market ……………… in the field of computers was incredible. (grow)

2. Our company is the market ……………. in financial software in the UK. (lead)

3. Today our market …………… is about 60% and it is still growing. (share)

4. We investigated market …………… and found that there arc two main types of user for our

product - small to medium companies and private individuals. (segment)

5. We can't relax because we face stiff ………………. (compete)

6. Our next target is to become a key …………….. in the US marker. (play)

20.3 Find the answer to each clue to complete the crossword. Some letters have been given to help you.

1

n

2

3

v

4

5

6

o

p

z

c

Across

1. Enter a market

3. Abandon a market

6. To be the only seller

Down

2. Competitor

4. Intense

5. Not tough: _ _ _ -key

Test 21 Marketing and market orientation

21.1 Choose the best word or phrase to till each gap. Put a circle around the letter, a, 8 or c, of the answer you choose.

Our company makes wooden garden furniture - mainly tables and chairs. Sales are much higher

this year because we have spent a lot on (1)……………….First we did a survey to find our about

customer (2) Then we redesigned all our (3)………………….to include the special

(4)……………….…... that people want. Our (5)……………..included a competition in all the

major gardening magazines where the prize was a set of our furniture. Most importantly, we've made

sure all our (6)………………….. are very competitive because our customers want value for money.

1.

A.

selling

B.

distributing

C.

marketing

2.

A.

wants

B.

needs

C.

uses

3.

A.

products

B.

benefits

C.

services

4.

A.

goods

B.

profits

C.

features

5.

A.

presenting

B.

promotion

C.

persuasion

6.

A.

prices

B.

costs

C.

charges

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