CONSOLIDATION

Unit 12: Marketing

1. List the marketing approaches mentioned in the text
 ………………………..
 ……………………….
 ………………………..
2. Fill in each gap with one of these two terms: sales driven or market-oriented
a. The primary goal for a ____________ company is the highest possible profit in the
shortest amount of time.
b. A ____________ business seeks to develop product lines and offer services that can
attract consumer interest for the long term.
3. Match Column A with Column B
The company’s focus in terms of The company’s importance in terms of
marketing operation
1. Controlling costs a. Engineering
2. Competing on products b. Marketing
3. Serving customers c. Finance

4. What does “Engineering” imply?

a. improving the quality of the products with high technology
b. employing skillful engineers
c. installing modern machinery
d. all of the above
5. In terms of marketing, the purpose of controlling costs is ____________________.
a. to make the unit costs of the products as low as possible.
b. to reduce the employees’ salary
c. to lower the overhead
d. to reduce the advertising budget of the company
6. True or False?
a. Marketing is equivalent to advertising.
b. A cleaner’s job also serves marketing.
7. According to the text, marketing has to be all-pervasive, part of everyone’s job description.
This implies
a. everyone must work as marketers.
b. everyone must work for the marketing department
c. everyone must involve in selling products
d. marketing is represented by all the activities of a business
Vocabulary in new contexts
 Fill in each gap with a suitable word/ phrase from the box.

fatal – integrate – oriented – discontinued – agenda –

liquidates – unresponsive – economies of scale – got caught up – drive
– absorbed – mentality – maturity – fixated - peak

1. He ………………… in the demonstrations and was then arrested.

2. The slightest mistake may lead to a …………….. disaster
3. Shirali works to help new arrivals ……………… into society by offering practical help and
advice.
4. HCMC University of Economics is now a research-…………….. university.
5. The online learning system will be …………….. by the end of this week. Remember to access it
as soon as possible or else you will fail to fulfil your homework.
6. The subject of safety needs to be placed high on/at the top of the ……………….
7. So ……………. was she in thought that she didn't notice when he entered the room.
8. We are on an economy …………….. at the moment, so we are trying not to spend too much on
non-essential things.
9. She is very disappointed since the company has been ………………. to
her efforts to discuss a settlement.
10. Credit card companies understand the …………………  of some cardholders, and they also
understand that a generous rewards program can prompt certain people to spend money.
11. When a furniture store sells off its inventory and goes out of business, this is an example of
when it …………………. 
12. Thanks to …………………………., the per-unit costs can be reduced.
13. When you can show common sense and make adult decisions, you have achieved the
………………………..
14. There was a sharp ………………. in housing prices a few years ago.
15. If you are so …………………… in such a detail, you are looking at the tree instead of seeing
the whole forest.