Module Assessment Paper 1 Keys

Task1.

1. downsize,

2. generate,

3. arranging,

4. performs,

5. essentially,

6. seeking.

Task 2.

1-b,

2-d,

3- a,

4-e,

5-f,

6-c.

Task 3. To be organized exactly as stated in the Module Assessment Paper.

Task 4. To be organized exactly as stated in the Module Assessment Paper.

Task 5.

1. decrease,

2. drop,

3. rise,

4. went up,

5. increase,

6. rose,

7. decrease,

8. fall.

Students may use synonyms of the words as well.

Task 11. To be organized exactly as stated in the Module Assessment Paper.

UNIT 2. ECONOMIC ISSUES OF PUBLISHING AND PRINTING PRODUCTION

WORKBOOK

Task 1.

1. increased,

2. sharply,

3. rise,

4. pick,

5. gone,

6. by,

7. fall/ drop,

8. fluctuated,

9. stable/ unchanged.

Task 2. Suggested answers:

1. slight fall,

2. fell sharply,

3. remained stable/ unchanged,

4. sharp rise/ increase,

5. fell slightly.

Task 3.

Task 4.

1. branch,

2. transactions,

3. sheet,

4. stock

5. recipients,

6. accounting,

7. balance,

8. profitability.

MODULE 2

Unit 3 Marketing

STUDENT’S BOOK

Lesson 1

Content Focus

Task 1. Suggested answers:

1. The marketing mix is a business tool used in marketing products.

2. As for strategies on how to differentiate a product from its competitors the answers may be the following: The objective of differentiation is to develop a position that potential customers see as unique. The major sources of product differentiation are as follows:

• Differences in quality which are usually accompanied by differences in price

• Differences in functional features or design

• Ignorance of buyers regarding the essential characteristics and qualities of goods they are purchasing

• Sales promotion activities of sellers and, in particular, advertising

• Differences in availability (e.g. timing and location).

Task 2. Suggested answers:

1. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors.

2. The business may increase or decrease the price of product if other stores have the same product.

Task 3. Suggested explanations (definitions):

• broad – concerning the main ideas or parts of something rather than all the details, including many different kinds of things;

• awareness – knowledge or understanding of a particular subject or situation;

• loyalty – the quality of remaining faithful to your friends, principles, country etc.;

• placement – when something is placed somewhere or when you decide where something should go;

• increase – if you increase something, or if it increases, it becomes bigger in amount, number, or degree;

• marketplace – the part of business activity that is concerned with buying and selling goods in competition with other companies;

• satisfied – pleased because something has happened in the way that you want, or because you have got what you want;

Task 4.

1. True.

2. False.

3. False.

4. True.

5. False.

Task 5. Before making this exercise the teacher should explain the difference between tangible goods, intangible services. For instance, intangible goods are goods or items that are intangible, meaning that it cannot be touched, as opposed to a physical good.

Tangible goods	Intangible service
printing recipes book; book cover creation; printing products distribution; personal cards publishing; brochures printing.	consultation with authors about the publication; printing on-line publication; book printing planning; creation of personal cards design.

Task 6. To be organized exactly as stated in the Student’s Book. Give some example to students if they are at loss when deciding on the concept.

Task 7. To be organized exactly as stated in the Student’s Book. Make sure that the presentation of each group would not exceed the 3-minute limit.

Task 8. To be organized exactly as stated in the Student’s Book.

Suggested answers:

1. A good promotion may attract more clients.

2. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.

3. A company pays an advertising agency and the latter create, plan and hand advertising.

Task 9. To be organized exactly as stated in the Student’s Book.

Task 10.

1. 1/3 page,

2 1/8 page,

3. full page.

Task 11. To be organized exactly as stated in the Student’s Book. The teacher should emphasize on the fact that the company is small in the second topic.

Home task

1. Project work. If students ask you questions concerning short reports and that require lengthy explanations, ask them to approach you individually after class. The teacher will hand out these reports written by students as a home assignment on the next lesson, checked and commented on by him/her.

2. Written task. The teacher may organize a competition for the best advertisement at the next lesson. After presentation teacher should collect all the advertisements and check them for the next time.

3. To be organized exactly as stated in the Student’s Book.

Extra task (Internet search)

1. Decide whether you agree with this statement. Explain your answer in comments.

“The marketing concept is not to try to convince consumers that it is what they need and to make them buy it, but to find out what customers want and need and then produce it to meet their requirements.”

2. Look at these two pictures. Which one do you think describes the concept of marketing better? Comment on them. Your answers should not be too long (2-3 sentences).

A B

These tasks are available in Word format at CD. A teacher should place this task at the web-site of the group or his own site. If this is not possible, a teacher may create a group at a social network and place these tasks after each lesson. The teacher should also look through students’ comments and make his/her own. In other words create a discussion on the matter. If the teacher prefers not to use Internet these exercise can be used as extra exercises and he/she may give them to Students as leaflets.