UNIT 1

EX 2
1. Media mentions: items where the company’s name is seen in newspapers, magazines
and websites.
2. Customer service: the department that deals directly with consumers.
3. Brand strategies: communication with the general public.
4. Product line: a related series of items sold by a company.
5. Strong knowledge: good understanding.
6. Primary responsibility: main task or function.
7. Public relations: ways of promoting a brand.
EX 3
1. Graphic designer: one of this person’s responsibilities is to create logos.
2. Ad agency: this company is responsible for creating advertisements.
3. Market research firm: this company might conduct a survey to find out more about
your customer.
4. Art director: this person supervises the design staff.
5. PR officer: this person interacts with the media to communicate important company
information to the public.
6. Copywriter: this person writes the text for advertisements.
EX 11
1. Brand name: what a brand is called.
2. Brand awareness: how much people are aware of a brand.
3. Brand identity: what a company wants people to think about a brand.
4. Brand image: what people actually think about a brand.
5. Off-brand: when a product doesn’t fit the company’s brand.
6. Brand equity: the value (either monetary or not) that a brand adds to a product or
service.
7. Brand loyalty: when people like a brand and buy it again and again.
8. Branding: when a product or service is associated with a brand.
9. Brand extension: when an existing brand is used to support a new range of products.
10. Derived brand: when a component of a product becomes a brand in its own right.
UNIT 2
EX3
1. Relevant response: useful answer.
2. Skewed sample: a survey group which is not typical of a target group.
3. Prototype: model of a product in development.
4. Response rate: percentage of people who complete a survey.
5. Target market/ group: the group of people a company wants to sell to.
6. User profile: information known about a customer.
EX 4
1. Sources of available data: sales statistics, feedback forms, purchasing information,
desk/field research.
2. Collection of new data: opinion polls, panel surveys, email surveys, pre-testing.
UNIT 3
 - AOSTC
1. A - Analysis: current position, marketing activities, analysis of competitors, results
from last year, situation analysis, problems and opportunities.
2. O - Objectives: sales projections and costs objectives.
3. S - Strategies: marketing strategy.
4. T - Tactics: marketing tactics.
5. C - Control: benchmarking, implementation.
EX 6
1. Flat fee: when a customer pays the same fee each month/year/…
2. To bundle: to sell a group of things (like products or services) as a package.
3. Discount: reduced price.
4. Roll-out: another word for product launch.
5. Optional extras: enhanced features or services that customers have to pay more money
for.
EX 7
1. Captive product pricing: pricing one item very low and its complement very high.
2. Economy pricing: pricing goods/ services as cheaply as possible.
3. Geographical pricing: pricing according to the area where goods are sold.
4. Penetration pricing: pricing goods at a very low price to encourage people to buy
them - often the prices are later raised.
5. Premium pricing: charging in a high price for a unique high-quality item.
6. Price skimming: charging a high price for an item where you have a competitive
advantage.
UNIT 5
EX 2
1. A featured product: a product that is being highlighted for a short amount of time, e.g:
on a website.
2. A product shot: image of a product.
3. Listed product: the price advertised for a particular product.
4. To negotiate: to agree to something like a price or terms, through discussion.
5. Sales projections: estimates of how much a company thinks it will sell.
6. To be below target: to not reach a goal.
7. Bricks and mortar: a three-word expression used to describe a traditional business, i.e.
one that doesn't exist online.
8. Shopping cart: the place where you put items you want to buy.
EX 3
1. Trade discount: a fixed percentage offered to a distributor.
2. Bulk discount: a discount given to buyers purchasing a large amount.
3. Promotional discount: a lower retail price for a special sale.
4. Cash discount: a discount for payment in cash.
5. Professional discount: a discount given to people in a particular field, for example
when doctors pay a reduced price for medicine.
6. Employee discount:a discount for staff.
 7. Seasonal discount: a reduced price offered on goods sold at the “wrong” time of the
year, such as ski equipment in the summer.
EX 4
1. Outlet stores: large no-frills stores located outside the town centre.
2. Online stores: stores selling through the internet.
3. Franchise: independently-owned shops licensed to trade under the same name.
4. High-street shops: shops located in the centre of town.
5. Chain stores: shops run by a single company with multiple locations around the
country.
6. Hypermarkets: very large stores that sell groceries, clothes and many other products.
7. Mail-order stores: stores selling through a catalogue posted to customers.
8. Convenience stores: small, independently-owned stores selling essential products.