-------------------- U n i v e r s i d a d ------------------- Inca Garcilaso de la Vega Nuevos Tiempos. Nuevas Ideas Facultad de Comercio Exterior y Relaciones Internacionales---------------------------------------------------------------------------

BUSINESS ENGLISH I HOMEWORKSTUDENTS NAME: ________________________________A. Match the descriptions (a-m) with the personality adjectives (1-13) 1. tidy _____ a. works well, does not waste time 2. shy _____ b. wants to have a top job 3. self-confident _____ c. doesnt get angry when he or she has to wait 4. reliable _____ d. doesnt feel confident when talking to people he or she doesnt know 5. patient _____ e. trustworthy, dependable 6. demanding _____ f. thinks carefully before doing or deciding anything 7. nervous _____ g. arrives on time 8. ambitious _____ h. keeps desk, papers, files, etc. in good order 9. relaxed _____ i. calm, unstressed, unworried 10. cautious _____ j. has a positive feeling about him or herself 11. dynamic _____ k. makes other people work hard, often to a high standard 12. efficient _____ l. afraid, does not have a lot of confidence 13. punctual _____ m. energetic and (usually) successfulB. Write an example with each adjective.1.2.3.4.5.6.7.8.9.10.11.12.13.

C. Read the following definitions and write down the correct marketing word or phrase.labelS.W.O.T.market researchconsumer

packagingtrademarkdeveloptotal product

1. the person who buys and uses a product or service.________________1. to create a new product or improve an existing one________________1. small piece of paper, metal etc on a product giving information about it_______________1. study of consumers' needs & preferences, often for a particular product_______________1. the wrapping or container for a product _________________1. Strength, Weaknesses, Opportunities, Threats _________________1. the whole product, inc. name, packaging, instructions, reliability, after-sales____________1. special symbol, design, word etc used to represent a product or firm__________________

D. Complete the gaps with these words. refund, bargain, concession ,swap , deal, , compensation, negotiate

1. He came away from the negotiation feeling he had got a good_____.2. Good value a t a great price. bargain3. Can I _______this pack for a bigger one?4. He made a _____ by agreeing to include one free nights accommodation. 5. To discuss the price of something- the buyer tries to pay less than the seller wants.____6. To give someone their money back.______7. If you are injured or are inconvenienced and it is not your fault, you can ask for ___.

E. Import /export process and documentation __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

F. READING COMPREHENSION: Read the article and answer the questions below

The marketing mix adidasEvery organisation must look at its marketing in relation to the marketing mix. The marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the elements of the mix in order to meet customers needs. The elements include; the right product, sold at the right price, in the right place, using the most suitable form of promotion. All elements of the marketing mix are important. However, in increasingly competitive markets innovative methods of promotion can create a competitive advantage. Promotional activity is used to communicate with consumers about the brand and its products. A key challenge for adidas marketing strategies is finding innovative ways to inspire and engage its 14-19 year old target audience. Sponsorship of London 2012 gave adidas a platform to target this audience but with a global reach. It aimed to create national support for Team GB through its Take the Stage campaign.The acronym AIDA is useful when planning promotional activity, promotion should aim to: initiate awareness amongst consumers generate interest for and desire to have the product ensure action to purchase.There are many different methods of promotion. Above-the-line promotion refers to traditional methods of advertising, such as, print adverts in magazines and newspapers, billboards or online and TV advertisements. This form of promotion is expensive. As mass audiences become harder to reach through advertising, for example, an increasing number of people record TV and fast-forward the adverts, innovative methods of below-the-line activity is becoming increasingly important to engage the audience. Above-the-line activity for adidas campaign included TV adverts that showcased the best UK talent across sport, street and style. In addition adidas featured artist impressions of athletes on 17 London Metro front pages.In contrast, below-the-line promotion aims to reach more targeted groups of consumers. For example, through sponsorship deals, direct marketing, public relations and social media. Below-the-line promotion targeted at the youth audience was a key method for adidas to achieve its marketing objectives. It used a wide range of promotional activities to create deeper engagement with its audience, mixing traditional media with an innovative use of social and digital channels. The scale of the activation of this campaign was an industry first. Social media played an integral part in adidas campaign. For example, on Twitter #takethestage became the summer trend for supporting Team GB. Videos on YouTube created hundreds of millions of views, including a video of Team GB athletes singing along to Queens Dont stop me now. In addition, a large photo booth was set up at Westfield shopping centre in Stratford. Members of the public then entered the booth to show support for Team GB. Videos of peoples reactions to David Beckham making a surprise appearance received 3.2 million views, as well as international TV coverage.

Questions1. Promotion is only one element of the marketing mix. What are the other three?____________________________________________________________________________________________________________________________________________2. What does AIDA stand for?____________________________________________________________________________________________________________________________________________

3. Explain the purpose of promotion.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

4. Evaluate whether below-the-line promotion is better than above-the-line promotion for adidas.________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________