SAMPLE TEST

PART I: VOCABULARY AND EXPRESSIONS (30 pts)

1. Multiple choice (15 pts): Choose the best answer. Write your answers on the ANSWER SHEET.
1. “_____” refers to the sector that produces and collects things like crops, metals, raw materials, etc.
A. Primary sector B. Secondary sector C. Tertiary sector D. Public sector
2. “_____” refers to the sector that uses raw materials to make goods to be sold or to make machines,
etc. that are used to make goods.
A. Primary sector B. Secondary sector C. Tertiary sector D. Public sector
3. “_____” refers to the sector whose work involves doing something for customers but not
producing goods.
A. Primary sector B. Secondary sector C. Tertiary sector D. Public sector
4. A top manager whose performance is unsatisfactory can be dismissed by the
company’s__________.
A. board of management B. board of directors
C. chairman D. president
5. Managers have to decide how best to allocate(phân bổ)the human, physical and capital
__________ available to them.
A. supply B. production C. investment D. resources
*allocate resource: phân bổ nguồn lực
6. “To __________” means to inspire, to induce, to give a reason or incentive to someone to do
something.
A. motivate B. promote C. provoke D. encourage
7. “__________” is a person employed by someone else, working for money.
A. Earner B. Employee C. Employer D. Distributor
8. Relationships between employers and employees, managers and workers, management and unions
are called __________.
A. human relations B. labor relations C. labor unions D. personal relations
*labor relations: the relationships between employees and employers
9. “__________” means having control of something as part of your job.
A. Command B. Power C. Responsibility D. Accountability
10. “__________” means money paid per hour or day or week to manual workers.
A. Earnings B. Salary C. Wages D. Commission
11. “__________” is a fixed regular payment made by employers, usually monthly, for professional or
office work.
A. Earnings B. Salary C. Wages D. Commission
12. “__________” means advantages that come with a job, apart from wages or salary.
A. Benefits or perks B. Profits C. Supplements D. Insurances
13. “__________” means to be raised to a higher rank or better job.
A. motivation B. promotion C. sales promotion D. marketing mix
14. “_________” means there is little risk of losing one’s job.
A. bureaucracy B. job safety C. job security D. job stability
15. “_________” means having particular abilities, acquired by training.
A. educated B. skilled C. talented D. trained

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2. Matching (15 pts): Match each word/phrase in Column A with its definition/explanation in Column
B. Write your answers on the ANSWER SHEET.
A B
1. autonomous A. a system of authority with different levels, one above the other
2. decentralization B. a specific activity in a company, e.g. production, marketing, finance

3. function C. independent, able to take decisions without consulting higher

4. hierarchy
5. line authority
6. subordinates
7. industrial belt
8. worth-of-mouth advertising
9. productivity
10. corporate ethos
11. Institutional or prestige
advertising
12. insulated or isolated
13. fragmentation
14. collective bargaining
15. working- to -rule
authority
D. people working under someone else in a hierarchy
E. dividing an organization into decision-making units that are not
centrally controlled
F. the power to give instructions to people at the level below in the
chain of command
G. a company’s ways of working and thinking
H. alone, placed in a position away from others
I. an area with lots of industrial companies, around the edge of a city
J. breaking something up into pieces
K. the amount of output produced
L. free advertising when satisfied customers recommend products to
their friends
M. advertising that mentions a company’s name but not specific
products
N. deliberately obeying every regulation in an organization, which
severely disrupts normal operations
O. negotiation between unions and employers about their members’
wages and working conditions

PART II: READING (30 pts)

Read the following text about marketing strategies and do the two exercises below.

A company’s marketing strategies – sets of principles designed to achieve long-term objectives –

obviously depend on its size and position in the market. Other determining factors are the extent of the

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company’s resources, the strategies of its competitors, the behaviors of the consumers in the target
market, the stage in the product life-cycle of the products it markets, and the overall macro-economic
environment.
The aim of a market leader is obviously to remain the leader. The best way to achieve this is to increase
market share even further. If this is not possible, the leader will at least attempt to protect its current
market share. A good idea is to try to find ways to increase the total market. This will benefit everyone in
the field, but the market leader more than its competitors. A market can be increased by finding new users
for a product, by stimulating more usage of a product, or by exploiting new uses, which can sometimes be
uncovered by carrying out market research with existing customers.
To protect a market share, a company can innovate in products, customer services, distribution channels,
cost reductions, and so on; it can extend and stretch its products lines to leave less room for competitors;
and it can confront competitors directly in expensive sales promotion campaigns.
Market challengers can either attempt to attack the leader, or to increase their market share by attacking
various market followers. If they choose to attack the leader, market challengers can use most of the
strategies also available to market leaders: product innovation, price reductions, cheaper or higher quality
versions, improved services, distribution channel innovations, manufacturing cost reduction, intensive
advertising, and so on.
Market followers are in a difficult position. They are usually the favorite target of market challengers.
They can reduce prices, improve products or services, and so on, but the market leader and challenger will
usually be able to retaliate successfully. A market follower that takes on a larger company in a price war
is certain to lose, given its lesser resources.
In many markets, market followers fall in the middle of a V-shaped curve relating to market share and
profitability. Small companies focusing on specialized narrow segments can make big profits. So can the
market leader, with a high market share and economies of scale. In between come the less profitable
market followers, which are too big to focus on niches, but too small to benefit from economies of scale.
One possibility for followers is to imitate the leaders’ products. The innovator has borne the cost of
developing the new product, distributing it, and making the market aware of its existence. The follower
can clone this product, depending on patents and so on, or improve adapt or differentiate it. Whatever
happens, followers have to keep their manufacturing costs low and the quality of their products and
services high.
Small companies that do not establish their own niche – a segment of a segment – are in a vulnerable
position. If their product does not have a ‘unique selling proposition”, there is no reason for anyone to buy
it. Consequently, a good strategy is to concentrate on a niche that is large enough to be profitable and that
is likely to grow, that doesn’t seem to interest the leader, and which the firm can serve effectively. The
niche could be a specialized product, a particular group of end-users, and geographical region, the top end
of a market, and so on. Of course unless a nicher builds up immense customer goodwill, it is vulnerable to
an attack by the market leader or another larger company. Consequently, multiple niching – developing a
position in two or more niches – is a much safer strategy.

1. On the ANSWER SHEET, write T if the following statements are true and F if they are false. (20pts)

1. _____ If a market leader succeeds in increasing the size of the total market, its competitors benefit.
2. _____ The size of a market can be increased without attracting any new consumers.
3. _____ Market challengers can attack the leader or market followers.
4. _____ Market challengers cannot use the same strategies as leaders.
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5. _____ Market leaders generally win price wars.
6. _____ Market challengers can attack leaders by way of any of the 4 Ps of the marketing mix.
7. _____ Market followers generally achieve cost reductions through economies of scale.
8. _____ The most profitable companies are logically those with medium or high market share.
9. _____ For a market nicher, product imitation can be as profitable as product innovation.
10. ____ A market nicher is never safe from an attack by a larger company.

2. On the ANSWER SHEET, write your brief answers to the following questions. (10pts)
1. What types of competitors are mentioned in the text?
2. In what way do market challengers attack market leaders?
3. What does a market leader do to maintain its position in the market?
4. Why must a company confront its rivals?
5. What expense does a market follower bear when using a strategy of product imitation?

PART III: CASE STUDY & WRITING (40 pts)

1. CASE STUDY (20 pts): Read the case and then answer the questions below. Write your answers on
the ANSWER SHEET.

The biggest obstacle, at least for most startups that are still in their infancy, is marketing. You might have
a fantastic idea, but that won’t do you much good if no one else knows about it. You need a
comprehensive plan for marketing your business: getting people’s initial attention, building a reputation
for thought leadership, and, eventually, finding the viral appeal that will rake in the cash.

But let’s not get carried away just yet. When you’re marketing a fledgling startup, you’ve got to start your
journey from the very beginning. Here are four ways to get your marketing plan off the ground.
 Begin with a good strategic position. Define your intended audience and learn where they tend to
congregate online.
 Content marketing is key. Brainstorm several kinds of topics about which your staff can be
authoritative, then identify which types of content—for example, blogs, white papers,
infographics, videos—you are confident creating.
 A good PR strategy can help you enhance your reputation. Work on your relationship with the
local media by reaching out and emphasizing the human interest elements of your business.
 The final ingredient is “viral” potential. Consider how you can build social sharing right into your
product or service.

Questions:

1. In your opinion, why is marketing crucial for startups?

2. In the four mentioned strategies, which is the most important for a startup?

2. WRITING (20pts): Write your email on the ANSWER SHEET.

You are organizing a conference and would like to receive an offer from a few hotels. Use the information
below to WRITE AN ENQUIRY:
- Conference dates: Saturday & Sunday (June 8 & 9, 2019)
- Participants: 80
- 15 participants need rooms (5 single & 5 double) for one night (Saturday night)
- Tea breaks with beverage, fruit and cakes
- Buffet at lunch time
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 - 3 meeting rooms for 25-30 people
The email should include all the above information (and add any relevant details) and must be in the
appropriate layout, structure, and register.