Name: …Trần Hoàng………………………………… ID:…87083… Group:…TATM N08…

Test 2
I. Text completion. Write the correct number 1, 2, 3… next to the word(s) in the box.
Number 0 has been done as an example.

__0__ holistic __7___ distinctive ___3__ leading

__9___ advertising brief ___2__ enduring ___10__ retail
__6___ market leader ___8__ innovative ___5__ high-performance
___1__ brand identity ___4__ own-label products

More and more companies see the advantage of a more (0)___________ approach to
marketing.
A strong (1)___________ will give you an (2)___________ marketing advantage, so it is
important to get it right.
The (3)___________ UK supermarket chain, Tesco, is facing increasing competition. As a
result, it has reduced the branded products it sells and is selling more (4)___________ .
Kodak produced (5)___________ cameras and was the (6)___________ in the photographic
film market, but since the arrival of digital cameras, it has lost its way.
What we need is (7)___________ and (8)___________ advertising that will appeal to the youth
market. I've given Touch Glow the (9)___________. Let's hope they come up with some
creative ideas.
As part of Microsoft's efforts to improve its image, there will be more emphasis on
(10)__________ customers.

II. Read Article 1 answer the questions.

1. What is the purpose of the article?
...............................To demonstrate the research of a consultancy agency and offers some
strategies for advertising in
Russia....................................................................................................................
...................................................................................................................................................
2. Who are likely the targeted readers of the article?
.....................people working in the marketing industry, especially
marketers..............................................................................................................................
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3. What evidence is the information based on?
.............................Consultancy Creative Advantage’s
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 research......................................................................................................................
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4. What kind(s) of advertisements work best with Russian consumers?
.......................................Advertisements that communicates authentic or credible 'stories' of
everyday life ............................................................................................................
...................................................................................................................................................
5. What are the risks of using these advertising strategies in the Russian market?
..........................They may be considered immoral, and may even cause
protests.........................................................................................................................
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Article 1

A The Russian Federation offers Creative Advantage's research also

tremendous growth potential due to the provides some key insights for developing
fast pace of its economic development. the right marketing strategy.
The Russian population's desire to G In a consumer environment where there is
consume is comparable to that of little trust in local manufacturers, brand
Western countries - the important recommendations from friends and family
difference being that consumer needs are are valuable guides to making choices, and
far from being satisfied. tend to have a lasting impact on consumer
B Despite this positive starting position, behaviour. Personal recommendations are
just a few Western companies have more valuable in influencing the
managed to establish their brands acceptance and the spread of brands than
successfully in Russia. Many companies most traditional advertising tools.
ignore the large cultural differences H Advertising that communicates authentic
between East and West in their brand or credible 'stories' of everyday life is
positioning and communications, and generally positively perceived.
therefore fail. Communication should, therefore, convey
C Consultancy Creative Advantage has 'real-life' stories with high relevance for
been carrying out research into the the target audience. An example of
challenges of geographic brand transfer advertising that is well received by
and the positioning of Western brands in consumers is the poster campaign for the
the Russian market since 2005 and has mobile network provider Megafon. This
developed a deep understanding of the played on the new-found middle-class
Russian consumer. Their research offers passion for travel by showing
useful insights. holidaymakers at popular destinations,
such as the Pyramids in Cairo and the
D One important characteristic of
Statue of Liberty in New York. In contrast,
consumer behaviour is their willingness
Western ads dubbed with voiceovers are
to spend a large part of their disposable
badly viewed. Consumers consider
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 income on luxury goods such as designer
clothes. Appearances and prestige have
been an important part of Russian
culture ever since the time of the Tsars.
Given the speed the societal
developments. Russians prefer to look
good today rather than saving the money
for future purchases.
E As brands only became available after
the break-up of the Soviet Union,
Russians are very open to trying new
products. This means much lower brand
loyalty compared with Western
Europeans.
F Marketers should keep these consumer
characteristics in mind when planning a
communication strategy for their brands.
III. Read Article 2 and answer the questions.
Article 2
Transporting fresh produce
A. ‘Even mangoes can be got in England
now,’ declares Cyril Fielding, the
college principal in E.M. Forster’s novel
A Passage to India. ‘They ship them in
ice-cold rooms. You can make India in
England apparently, just as you can
make England in India.’
B. Today, making India in England is even
easier with the help of atmosphere-
controlled refrigerated containers,
known as reefers, monitored by
computer chips. But while transport
equipment is now highly sophisticated,
the delivery of fresh fruit and vegetables
also relies on extremely complex
logistics systems which are designed to
cut every last hour out of the ‘cool
chain’.
C Certainly, the containers themselves have
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Western advertising that is simply
language-adapted to show a lack of
cultural respect.
I Traditional values play an important role
in Russian society. Parents and women are
given particular respect. This makes it
difficult to transfer international
advertising targeted specifically at women
directly to the Russian market. For
example, a poster campaign for the
mobile-phone brand Sagem caused
controversy with its strapline 'Caress your
ear'. Many older people considered the ad
immoral; their strong protests led to the
poster being withdrawn.
which have a far shorter shelf life than
whole produce.
F. In the past five years, UK retailers have
dramatically reduced the time it takes to
get fresh produce on the supermarket
shelf. Today, an order placed by a retail
chain might be sent that evening to the
suppliers, who start the picking and
packing the following morning and send
the produce to the distribution centre that
evening, allowing the goods to appear on
the shelves the following morning. ‘That’s
a very condensed supply chain,’ says
Brian Gaunt of Christian Salvesen’s food
and consumer division.
G. The use of aviation has also speeded up the
perishables supply chain and brought new
items to the supermarkets, particularly
high-value produce such 70 as soft fruit
 moved on since the ‘ice-cold rooms’
described by Cyril Fielding. Reefer
technology can control everything from
temperature and humidity to ventilation
and gas levels. Microprocessors in
reefers detect temperature or other
problems and fix them during the
voyage, sending alerts to the vessel’s
bridge or to a website through which
shippers can make adjustments remotely.
D. These new technologies are increasingly
important, as the demand for organic
food grows. To satisfy demand, retailers
are looking beyond national borders -
and organic food is more time sensitive
than conventional produce. ‘You just
have to be much more conscious of
temperature fluctuations, making sure
those are minimised, that the ventilation
setting is properly adjusted and that the
transit time isn’t too long,’ says Barbara
Pratt, Chairman of the US International
Refrigerated Transportation Association.
E. Speed is crucial for perishable produce,
particularly given the growing popularity
of ‘fresh-cut’ produce - pieces of fruit,
vegetables and salad that are washed,
peeled, trimmed and ready to eat, but
from the U.S, South Africa and
Zimbabwe.
H. Many of these and other airfreighted fruit
and vegetables are processed at the British
Airways World Cargo Perishables
Handling Centre at Heathrow Airport. The
centre, which is operated by Christian
Salvesen, is a chilled facility of almost
70,000 square feet that processes more
than 90,000 tonnes of perishable cargo
each year.
I. At the centre, bulk shipments are broken
up into individual orders and sorted by
product type or according to the regional
distribution centre for which they are
destined. Machines at the centre print
branded labels for each retailer, including
the weight, sell-by date and price,
allowing supermarkets to change their
prices at the last minute.
J. ‘If you go back 10 to 15 years, typically
there would have been three to four
handling points in the supply chain -
whether at origin or in destination,’ says
Gerry Mundy, BA’s Global Perishables
Manager. ‘All that is now handled by the
perishable handling centre.’

1. What is meant by the phrase in the article “making India in England” (paragraph B)?

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2. What does reefer technology control?

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3. In what way is organic food different from other food products?

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4. How quickly can fresh produce be transported from the farm to the supermarket shelf?

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5. What kind of activities take place at BA’s World Cargo Perishables Handling Centre?

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