TEST 2/ 11 Oct, 2023

PART A: VOCABULARY AND EXPRESSIONS

I. Choose the best answer for each question.
1. The _______ sector is the services sector, including businesses, such as banking, shops and transport
services.
A. Primary B. Secondary C. Tertiary D. Fundamental
2. “________” refers to the market for goods produced on a large scale for a significant number of end-users.
A. Mass market B. closed market C. Open market D. Niche market
3. Negotiation is a two-way thing – both sides have to come to a ________ to get a final result.
A. prospect B. foundation C. promise D. compromise
4. Employees who are chosen from the talent ________ usually have good performance in their job.
A. pool B. pond C. river D. lake
5. The ability to make good judgments and quick decisions is called ________.
A. solution B. acumen C. skill D. method
6. A ________ is an exclusive feature of the product that no other competitive product has.
A. USP B. specialty C. characteristic D. potential
7. If you’re ______ for a special job, someone prepares you for it by teaching you the skills you will need.
A. rehearsed B. practiced C. groomed D. grown
8. In a presentation, you shouldn’t use a lot of ________ to show how much you know about the subject.
A. active sentences B. formal language C. technical language D. significant speeches
9. A lot of cosmetics companies give away _______ so that customers can try the product before they buy.
A. free samples B. leaflets C. posters D. valuable vouchers
10. In cultures where ________ is low, the management values teamwork and wants everyone to be involved
in the decision-making process.
A. masculinity B. power distance C. individualism D. uncertainty avoidance
11. In order to get to know more about candidates, employers will also need to check ________ either before
or after the interviewing stage.
A. references B. covering letters C. application forms D. documents
12. ________ training is the form of training that is given employees at their workplace while they are doing
the job they are being trained for.
A. Back-of-house B. Front-of-house C. On-the-job D. Off-the-job
13. One of the best ways to help companies be more ________ is that they supply goods in a way that is of
benefit to both customers and the environment.
A. sustainable B. stable C. recognizable D. durable
14. Most companies need to ________ in early growth phrases to increase their capital and keep their business
operations going.
A. employ people B. do marketing C. raise money D. promote advertising
15. Employees who are ______ usually understand their business better than someone taken from the market.
A. home-coming B. home-made C. home-to-work D. home-grown
II. What is the right term for each of the following definition?
16. Grouping of an organization’s personnel according to the types or work activities they engage in: ________
17. Diagram that shows how work divided and where authority lies: _________
18. Cash payment based on a calculation of the number of hours the employee has worked or the number of
units he or she has produced: ______________
19. Logical reason for doing something: ____________________
20. Required dismissal of an employee who reach a certain age: ____________

III. Match the terms 21-30 with their definitions a-j

21. facility ......... 22. infrastructure .........
23. retailers ......... 24. wholesalers .........
25. inventory ......... 26. storage .........
27. cost-effective ......... 28. profit-sharing plan .........
29. overheads ......... 30. Suppliers .........

a. keeping things for use in the future

b. intermediaries between producers and retailers, who stock goods, and deliver them
c. a business’s stock of raw materials, component parts, supplies, work in process, or finished products
d. roads, railways, airports, telecommunications, and so on
e. companies that supply gooods
f. regular costs that you have when you are running a business or an organization, such as rent, electricity,
wages, etc.
g. shops or stores which sell to the final customer or end-user
h. giving the best possible profit or benefits in comparison with the money that is spent
i. a factory of plant in which production is carried out
j. type of a bonus companies can use to get managers work harder

IV. Find words with the following definition

31. the difficulty women face getting promoted to senior position
32. a method of selling by which the brand owner permits another to sell their goods exclusively in return for a fee
33. a method of marketing in which multiple channels are integrated in order to create a seamless customer
experience.
34. something extra that an employer gives you as well as your salary.
35. a person or company that is involved in a particular organization, project, system, etc., and has an interest in it.
36. to prepare or train somebody for an important job or position.
37. a market that caters for a small number of customers.
38. people who are involved in an organization or a company and have an interest in its success.
39. the total value of a company’s sales.
40. a product that is similar to other competitor products.

V. Choose the correct alternatives to complete the text below

Employees who leave company are not always replaced. Sometimes the company examines the (41)………
for the post, and decides that it no longer needs to filled. On the other occasions the company will replace the
person who resigns with an internal candidate who can be (42)……… (or moved sideways) to the job. Or it
will advertise the position in newspapers or trade journals, or engage an employment (43)……… to do so. For
junior management positions, employers occasionally recruit by giving presentations and holding interviews
in universities, colleges and business schools. For senior positions, companies sometimes use the service of a
firm of (44)………, who already have the details of promising managers.
People looking for work or wanting to change their job generally read the ( 45)……… advertised in
newspapers. To reply to an advertisement is to (46)……… for a job; you become an (47)……… or a
candidate. You write a/an (48)………, or fill in the company’s application form, and send it, along with your
(49)……… (GB) or resume (US). You are often asked to give the names of two people who are prepared to
write a (50)……… for you. If you have the right qualifications and abilities, you might be short-listed , i.e.
selected to attend an interview.
41. a. job description b. job satisfaction c. job security
42. a. advanced b. employed c. promoted
43. a. agency b. centre c. company
44. a headhunters b. headquarters c. headshrinkers
45. a.openings b. opportunities c. vacancies
46. a. apply b. applicate c. candidate
47. a. appliance b. applicant c. application
48. a. appliance b. application c. demand
49. a. job history b. curriculum vitae (CV) c. life story
50. a. reference b. report c. testimony

VI. Using the words from the following list.

segmentation expenditure mix costs shown
drive agencies trends campaign leaders
The total marketing (51)……….. includes service or product range, pricing policy, promotional methods and
distribution channels, but for “world brands” who aim to be market (52)……….., a large part of marketing
(53)……….. goes on television advertising. When global companies organise a marketing (54)……….., a
concerted effort is made to promote and sell more of their products, and this will often involve an expensive
advertising (55)…………
Marketers generally tend to divide markets up into separate groups according to geographical area, income
bracket and so on. This is known as market (56)………… But a global marketing policy will obviously take
much less account of local market (57)……….. and concentrate instead on what different markets have in
common.
As global commercials are (58)……….. on TV in many different countries, the advertising (59)……….. tend
to be high and obviously only the biggest advertising (60)……….. can produce commercials on such a global
scale.

PART B. Reading comprehension

I. Reading 1
The Best in the Business
It was Marlboro in the 50s who invited us to “come to where the flavor is,” Coca-Cola who sang in the 70s
“I’d like to buy the world a Coke,” and British Airways who announced in the 80s that they were “the world’s
favourite airline.” Their universally recognised TV and cinema advertisements were among the first of a new
breed of glamorous global ads, and the agencies who created their award-winning commercials are today
widely regarded as the best in the business.
An Advertising Sensation
The very first global commercial Saatchi&Saatchi ran for BA featured Manhattan Island being flown across
the Atlantic. The ad was ninety seconds long with no voice-over at all for the first forty. As BA’s inflight
magazine put it, “The effect was breathtaking; words were barely needed; the pictures said it all.” When the
voice-over finally cut in, the message was devastatingly simple: “Every year, we fly more people across the
Atlantic than the entire population of Manhattan.” The commercial was screened in twenty-nine countries and
caused a sensation in the industry.
Ads as Art
Only a handful of worldwide advertising networks have the capacity to take on the world’s biggest brands. In
fact, this small group of top agencies has been responsible for some of the most successful advertising slogans
of the last thirty years – slogans like Coke’s “Just for the taste of it” and Nike’s “Just do it,” IBM’s “Think”
and Apple’s “Think different.” It was the Canadian communications theorist Marshall McLuhan who claimed
that “advertising is the greatest art form of the 20 th century” and in the case of one product, this is almost
literally true. Designed by the founder of Pop Art Andy Warhol, the Absolut vodka bottle is as much of a 21 st
century icon as the Nike swoosh.
A. Do the following viewpoints support the opinions expressed in the article? (Write down Yes (Y) or
No (N))
61. Global advertising is just a current trend. ………
62. Global ads are generally believed to be superior to other commercials. ………
63. If global advertising became more widespread, only the top three or four agencies would be left in
business ………
64. Showing the same commercial in several countries cuts down production costs and saves time ………
65. As companies compete more fiercely on price, branding becomes more important. ………

B. Look back at the article. Find the words and expressions which mean:
66. a new type (paragraph 1)
67. considered by many (paragraph 1)
68. the voice of an unseen speaker in a commercial (paragraph 2)
69. extremely impressive or beautiful (paragraph 2)
70. a small number (paragraph 3)

I. Reading 2
(1) The scene is the boardroom of a multinational cosmetics company at the end of an exhausting all-day
meeting. The conference table is littered with screwed up papers and empty Perrier bottles. The financial
controller is tearing his hair out and the director of R&D is no longer on speaking terms with the head of
marketing. The launch of a new shampoo has backfired badly. All decisions have had to be deferred until the
next meeting. Nobody even wants to think about the next meeting.
(2) At this point a young marketing consultant cuts in. “Ladies and gentlemen, I have an idea which is
guaranteed to double sales of your new shampoo. Now, believe it or not, my idea can be summed up in just
one word and for $30,000 I’ll tell you what it is.” Naturally, objections are raised, but the chairman finally
agrees to the deal. “Here is my idea. You know the instructions you put on the back of the shampoo bottle? I
suggest you add one word to the end. And the word is: ‘repeat’.”
(3) Not all good ideas are this simple, but in business a surprising number of them are. At least, they seem
simple after they’ve been thought of – the secret is to think of them in the first place. As someone once
remarked, “If you can’t write your idea on the back of your business card, you don’t have an idea.”
(4) So what are the conditions for creativity in business? And is there a blueprint for having bright ideas?
Here’s what the psychologists think:
1. Be a risk-taker. Those who are reluctant to take risks don’t innovate.
2. Be illogical. An over-reliance on logic kills off ideas before they have a chance to develop.
3. Let yourself be stupid from time to time. Great ideas often start out as stupid ideas.
4. Regularly re-think things. Problem-solving frequently involves breaking up problems into parts and putting
them back together again in a different way.
5. Take advantage of lucky breaks. The most creative people never ignore an opportunity.

A. Are the following points support the opinions expressed in the extract? Write down Yes (Y) or No
(N)
71. the setting of a multinational start-up
72. head of R&D disagrees with head of marketing
73. launch of a new cola product
74. many good business ideas are simple
75. a risk-taker is hard to innovate
B. Find the words and expressions in the extract which mean:
76. is frustrated (paragraph 1)
77. to be delayed (paragraph 1)
78. can be summarized (paragraph 2)
79. a master plan (paragraph 4)
80. unexpected opportunities (paragraph 4)

PART C. CASE STUDY (81-100)

1. United Airlines’ stock plummeted after videos of a passenger being violently dragged off an overbooked
plane circulated on the internet. At first, United stood by the forceful removal of the passenger but then issued
a cold apology, with the company’s CEO saying, “This is an upsetting event to all of us here at United. I
apologize for having to re-accommodate these customers.” After intense backlash and boycott threats, United
took full responsibility and made the apology that it should have made immediately after the incident: “We
have committed to our customers and our employees that we are going to fix what’s broken so this never
happens again.” By this point, it was too late for consumers and the public to be appeased; United’s consumer
perception dropped to a 10-year low following this incident and the company’s handling of it.
Question: How (well or badly) did United handle this crisis?

2. Repatriated employees usually return to live and work in their home country, typically once the overseas
assignment has come to an end. Actually, repatriation involves a process of practical, mental and emotional
readjustment for the employee, as well as their families where they relocated abroad together. Many
repatriated employees complain about a lack of suitable career prospects, insufficient challenges and
responsibilities in the workplace, and a lack of understanding and appreciation by home-organization
colleagues of the knowledge and experience gained whilst abroad.
Question: What must companies do to retain repatriated employees effectively?