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контрольная работа I. Chose the right variant. (20 баллов) 1. Marketing tends to be seen as a ………… industry, which includes advertising, distribution and selling. a) steel b) creative c) heavy 2. Good marketing must be able to create a set of benefits for the ……………… . a) customer b) government c) manager 3. To market a product is to ……………. a plan and put it into action. a) decide b) make c) deliver 4. The most common variables used in constructing a marketing mix are price, promotion, product and ……………….
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I. Chose the right variant. (20 баллов)
1. Marketing tends to be seen as a ………… industry, which includes advertising, distribution and selling.
a) steel b) creative c) heavy
2. Good marketing must be able to create a set of benefits for the ……………… .
a) customer b) government c) manager
3. To market a product is to ……………. a plan and put it into action.
a) decide b) make c) deliver
4. The most common variables used in constructing a marketing mix are price, promotion, product and ………………. .
a) field b) spot c) place
5. Marketing always results in a customer who is ready to ………………..
a) sell b) share c) buy
6. Marketing ………………… are generally concerned with the 4 P’s.
a) managers b) organizations c) objectives
7. Originally marketing was meant to help avoid ……………………….in industrially advanced countries.
a) overproduction b) overpopulation c) overpressure
8. All managers understand the role of marketing in ……………………business.
a) human b) exciting c) modern
9. Before selling the product you must do a lot of market ……………………. first.
a) planning b) research c) coordination
10. The company with the biggest sales in the ……………… is known as the market leader.
a) sector b) shops c) USA
II. Put the right word or word combination in the gaps. (20 баллов)
|
market research , service, promotions , marketing plan , advertising , opportunities, training program, marketing manager, challenge, marketing strategies |
1. To successfully market any type of business is a constant challenge, and business owners have to stay on top of the latest effective ………………………….. and methods that are being used in their particular industry.
2. Any small business needs to grow, and to achieve the best growth the ……………………… has to be adapted to what is working at the time.
3. When you work inside of your small business day in and day out or serve as a ……………………. for a company there are days you just can't think of new marketing ideas.
4. Stay in touch with customers on a consistent basis to ensure that they think of you when they need your …………………….. again.
5. Most people who work in marketing will tell you it provides them with the ……………………they have always wanted.
6. Marketing offers various career…………………., so it's easy to choose one that reflects your interest, values, and personal style.
7. Mars does not have a specific marketing …………………………for graduates.
8. Marketing trainees will learn about ……………………., PR, consumer bonding, direct marketing and project management within their first two years.
9. Marketing has an affect on your sales, pricing, ………………….. and your advertising strategies.
efficient.
III. Answer the following questions. (10 баллов)
1. What is marketing?
2. What is a marketing plan?
3. What is the difference between market research and marketing research?
4. Why marketing is worth the expense?
5. Why marketing research is important to your business?
IV. Grammar (20 баллов)
a) Make a new sentence from the question in brackets.
1. (Where has Tom gone?) Do you know ……………………………….?
2. (What does this word mean?) Could you tell me …………………….?
3. (Is Sue going out tonight?) I don’t know ……………………………..
4. (How much does it cost to park here?) I can’t remember ……………..
5. (Who is that woman?) I have no idea ………………………………….
6. (How far is it to the airport?) Can you tell me …………………………
7. (Why didn’t Kate come to the party?) I don’t know ……………………
8. (Did Liz get my letter?) Do you know …………………………………?
9. (Is there a bank near here?) Can you tell me …………………………...
10. (Where is the post office?) Do you know ……………………………..?
b) Put a question tag on the end of these statements. (10 баллов)
11. Kate won’t be late, …………………?
12. You’re tired, ………………?
13. Kate’s applied for the job, ………….?
14. You wouldn’t tell anyone, ………….?
15. He’d never met her before, …………?
V. Read the text and say whether the following statements are true or false. (30 баллов)
Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include Cell Phone Text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Direct marketing messages emphasize a focus on the customer, data, and accountability. Characteristics that distinguish direct marketing are:
1. Marketing messages are addressed directly to the customer and/or customers. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses.
2. Direct marketing seeks to drive a specific "call to action." For example, an advertisement may ask the prospect to call a free phone number or click on a link to a website.
3. Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.
Direct marketing is practiced by businesses of all sizes — from the smallest start-up to the leaders on the Fortune 500. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organization’s bottom line.
1. It’s not allowed to use advertising in direct marketing. TRUE/FALSE
2. Customers, data, and accountability are rarely the main targets of direct marketing. TRUE/ FALSE
3. Direct marketing messages can’t be sent by email. TRUE/ FALSE
4. Addressability in direct marketing is one of the most important forms of communicating the message. TRUE/ FALSE
5. Various advertising techniques are used to market a product directly. TRUE/ FALSE
6. Direct marketing is widely used by businesses of all sizes. TRUE/ FALSE
7. Direct marketing seldom gets measurable results from customers. TRUE/ FALSE
8. Direct advertising campaign can hardly prove a positive return on investment. TRUE/ FALSE
9. Building emotional awareness or engagement with a brand is not that important in direct marketing. TRUE / FALSE
10. By conducting direct advertising campaign you can find out the definite number of potential customers. TRUE / FALSE
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