ПКОЯз. Англ. Бизнес курс. Часть 1

Give Russian equivalent to the term: currency

• Срок рекламы
• Употребить до указанного срока
• Срок действия
• Срок употребления

Give English equivalent to the term: Независимый распространитель

• salesperson
• door-to-door selling
• independent distributor
• personal selling

Give the right term to this definition: The whole product, inc. name, packaging, instructions, reliability, after-sales etc

• Sagging product
• The sell-by-date
• End-product
• Total product

Give Russian equivalent to the term: Marketing mix

• Формула продвижения товара
• Способы рекламы
• Формула рекламы
• Формула маркетинга

Give English equivalent to the term: Концепция продаж

• Sales concept
• Selling concept
• Marketing concept
• Promotion concept

Choose the right word to fill in the gap in the following sentence: Promotional techniques based on giving the consumer facts and technical information are concerned with ………………………..

• emotional appeal
• quality appeal
• financial appeal
• rational appeal

Give the right term to this definition: Dividing a market into distinct groups of buyers, who have different requirements or buying habits

• Market segmentation
• Market strategies
• Marketing research
• Market opportunities

Give English equivalent to the term: Реклама по периметру спортивной площадки

• swimming-pool advertising
• sport advertising
• perimeter advertising
• ground advertising

Give English equivalent to the term: Дополнительный продукт

• Value-added product
• Supplementary product
• Additional product
• Added product

Give English equivalent to the term: предложение о снижении цены на упаковке товара

• multipack
• in-store demonstration
• in-store promotion
• on-pack price offer

Give Russian equivalent to the term: promotional coupons

• Реклама, основанная на премии
• Рекламные купоны
• Возмещение цен с отсрочкой
• Купон на последующую покупку

Give English equivalent to the term: Маркетинговое исследование

• Market inquiry
• Marketing research
• Market research
• Promotion research

Give English equivalent to the term: Скидка при покупке за наличные

• Money-refund offer
• Price-cuts
• Cash rebates
• Cents-off

Choose the right word to fill in the gap in the following sentence: An agent, who receives a percentage of the sales is a………………….

• retailer
• salesperson
• commission agent
• independent distributor

Choose the correct term for the definition: Organic products, usually food, that will go bad after a certain amount of time.

• The-sell-by-date
• Perishables
• Total product
• Sagging product

Give English equivalent to the term: Рекламирование

• Promotion
• Public relations
• Publicity
• Marketing

Choose the correct term for the definition: Products, which are not known by a brand name, e.g. pharmaceutical products like paracetamol for headaches.

• Generic product
• Augmented product
• Perishables
• Core product

Give English equivalent to the term: Размещение

• Positioning
• Place
• Promotion
• Placement

Answer the question: what are the ways to value brands?

• The brands can be valued by the following methods: premium offer and the relief from royalty method.
• The brands can be valued by the following methods: premium profit method and the relief from royalty method.
• The brands can be valued by the following methods: premium offer method and the relief from tax method.
• The brands can be valued by the following methods: premium profit method and the relief from tax method.

Give Russian equivalent to the term: Market opportunities

• Изучение возможностей рынка
• Возможности рынка
• Рыночные исследования
• Рыночные стратегии

Give Russian equivalent to the term: direct consumption

• Прямое потребление
• Потребление для производства
• Прямые расходы
• Прямое расходование

Give English equivalent to the term: Систематическая реклама

• commercials
• systematic ads
• billboards
• classified ads

Give the right term to this definition: Advertising agency is a company specialising in producing and placing advertisements for clients

• Price sensitive buyers
• Prospective buyers
• Service consumers
• Potential customers

Give Russian equivalent to the term: going rate

• Повышенная ставка
• Средняя ставка
• Обычная ставка
• Плавающая ставка

Give English equivalent to the term: Сделки по оказанию услуг

• Service producer
• Service provider
• Consumer service
• Service transaction

Give Russian equivalent to the term: Trial of a product

• Вкус продукта
• Проба продукта
• Испытание продукта
• Первичная покупка продукта

Choose the right word to fill in the gap in the following sentence: Increasing production by 25% does not increase costs by much, because we are able to take advantage of ………………………….

• Market economies
• Marketing audit
• Economies of scope
• Economies of scale

Answer the question: What are market opportunities?

• Market opportunities are the lowest price that can be demanded to cover all costs involved in the production of the good and its distribution, and to show a reasonable profit.
• Market opportunities are collecting, analysing and reporting data relevant to a specific marketing situation (such as a proposed new product).
• Market opportunities i.e. all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market.
• Market opportunities are profitable possibilities of filling unsatisfied needs or creating new ones in areas in which the company is likely to enjoy a differential advantage, due to its distinctive competencies.

Answer the question: What is advertising?

• Personal, face-to-face contact between a seller’s representative and those people with whom the seller wants to communicate is personal selling.
• Any paid form of nonpersonal communication through the mass media about a product by an identified sponsor is advertising.
• Communication to correct erroneous impressions, maintain the goodwill of the organization’s many publics, and explain the organization’s goals and purposes is called public relations.
• All the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market.

Give Russian equivalent to the term: Advertising media

• Рекламное СМИ
• Носитель рекламы
• Способ рекламы
• Вид рекламы

Answer the question: What is a marketing concept?

• The ‘marketing concept’ is profitable possibilities of filling unsatisfied needs or creating new ones in areas in which the company is likely to enjoy a differential advantage, due to its distinctive competencies.
• The ‘marketing concept’ assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services.
• The ‘marketing concept’, on the contrary, assumes that the producer’s task is to find wants and fill them.
• The ‘marketing concept’, i.e. all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market.

Give Russian equivalent to the term: Service provider

• Поставщик услуг
• Потребитель услуг
• Производитель услуг
• Организатор услуг

Choose the correct term for the definition: A selling style based on identifying and meeting the customer’s needs.

• hard-selling techniques
• customer-oriented selling
• marketing concept
• product oriented selling

Answer the question: What is an economic price?

• Economic price is the one which sounds lower than it really is.
• Economic price is the price that the customers expect to pay and may be at either of the levels of economical price or, more probably, somewhere in between.
• Economic price is the lowest price that can be demanded to cover all costs involved in the production of the good and its distribution, and to show a reasonable profit.
• Economic price is that pertaining to luxury goods or goods generally thought of as generous presents.

Choose the right word to fill in the gap in the following sentence: Consumers are often prepared to pay high prices for ………. brands, which they believe represent high quality.

• Premium
• Well-known
• Bonus
• Poor quality

Give Russian equivalent to the term: Potential customer

• Потенциальный клиент
• Перспективный покупатель
• Новый покупатель
• Будущий покупатель

Give Russian equivalent to the term: Promotion mix

• Стратегия рекламы
• Формула маркетинга
• Маркетинговый комплекс
• Набор методов рекламы

Give English equivalent to the term: Исследование рынка

• Market inquiry
• Promotion research
• Marketing research
• Market research

Choose the right word to fill in the gap in the following sentence: An agreement to sell only one manufacturer’s goods is called a sole …………………

• sales contract
• franchise agreement
• distribution agreement
• licensing agreement

Give the right term to this definition: A signboard, usually outdoors, for advertising posters? American English variant is billboard

• Hoarding
• Poster
• Classified ad
• Commercial

Give the right term to this definition: Hours on radio & TV with largest audience, esp. the evening hours specific time in a broadcasting schedule, when a commercial may be shown

• Spot
• Media
• Prime time
• Commercial

Give English equivalent to the term: Демонстрация (реклама) товаров в магазине

• on-pack promotion
• in-store promotion
• cents-off
• in-store demonstration

Give English equivalent to the term: Конкурс продаж

• Trade show
• Sales contest
• Consumer exhibition
• Consumer contest

Choose the right word to fill in the gap in the following sentence: An agreement to pay a licence fee to use a well-known name is called a ………..

• Franchise agreement
• Distribution agreement
• Sales contract
• License agreement

Give English equivalent to the term: Специальное предложение

• Cents-off
• Cash rebates
• special offer
• Money-refund offer

Give English equivalent to the term: Трудоемкий характер

• Labour intensive nature
• Labour nature
• Hard-selling technique
• Hard-labour technique

Choose the right word to fill in the gap in the following sentence: A brand name is valuable not only for the main products that are represented by the name, but also for a complete range of ………. assets that accompany that name

• Intangible
• Tangible
• Current
• Fixed

Answer the question: What is a personal selling?

• Personal, face-to-face contact between a seller’s representative and those people with whom the seller wants to communicate is personal selling.
• Type of promotion which communicates with targeted receivers in a way that is not feasible by using other elements of the promotion mix. It involves any activity that offers an incentive to induce a desired response by salespersons, intermediaries, and/or final customers.
• Any paid form of nonpersonal communication through the mass media about a product by an identified sponsor is advertising.
• Communication to correct erroneous impressions, maintain the goodwill of the organization’s many publics, and explain the organization’s goals and purposes is called public relations.

Choose the right word to fill in the gap in the following sentence: Consumers usually expect to pay less for products that are…………

• Up-branded
• Unbranded
• Branded
• Down-branded

Answer the question: What are the five stages a prospective buyer moves through to decision of buying a product?

• In deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial and adoption.
• In deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: interest, trial, awareness, evaluation and adoption.
• In deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: trial awareness, interest, adoption and evaluation.
• In deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: trial, awareness, interest, evaluation, and adoption.