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DIPARTIMENTO DI SCIENZE ECONOMICHE E AZIENDALI

ESAME INGLESE ESEMPIO

PARTE

Segnate le vostre risposte come indicato sulla SCHEDA RISPOSTE. Le lettere e cifre in grassetto (es. +) si riferiscono ad alcune domande.

What is a brand versus a product?

Brands and products are

gnlq5h$ ffom the beginning. But you have to go back and look at what role

the

original logos and trademarks played for products. And it really was very much gntwined with the

p,fJ$ of

industrialization, mechanizalion, mass transportation. The first sort of corporate mascots like Aunt Jemima,
Uncle Ben's emerged when people were buying products that were coming out of factories; that were coming

off of trains, coming flom long distances that they used to buy rom a local shopkeeper, from a local farmer
whom they had a relationship of

f1

trast with. You would be buying food or farm equipment. You would

be

looking in the eye of the person who made it, who grew it, and you would have that trust. So it was quite

jaring

for people to suddenly be getting products that were coming from distances and flom people that they'd never

met. So the original brands, the original logos, the role that they played was essentially as a surrogate
relationship. So you would have this kind
actual role it was playing was

of "down-home," comfolting, maternal or paternal figure. So the

y mark of quality, as a guarantee of quality on the product itself. The transition that has ($ happened since that time - and it's come in waves; it wasn't invented in the 90s, but it sort of skyrocketed in the 90s - was the idea that if you wanted to really be successful in a highly
competitive marketplace, simply having a mark of quality on your product isn't enough to give you an edge. ln marketplace where it's so easy to produce products, where your competitors can essentiallV
a

(fl

match you on

the product itself, you need to have something else. You need to have an added vaue, and that added value is

the identity, the idea behind your brand. And this is spoken of in many different ways, "the story behind the

'

/,brand." I don't think we can understand this phenomenon just in terms of how easy it is to produce products. I (", { tnint it also has to do with a reaction to a culture in the 80s where people were longing for some kind of deeper

/l / meanurg

rn therr llves.

So what brands started selling was a kind of pseudo-spirituality

- a sense of belonging, a community.

So

brands started filling a gap that citizens, not just consumers, used

to get eisewhere, whether from religion,

whether from a sense of belonging in their community. Brands like Starbucks came along and talked about their brand as itself being a community, the idea that Starbucks is what they like to call a "third place," which is not

*l -

their idea; it's the idea of basic citizenry needing a place that is not work, that is not home, where citizens 9' P.hc{:ocr?4v\ 'aihnil'An ttrey have privatized that idea in a way, and that's realiy what is behind a lot of these brand

r"urrr,

privatized concept of what used to be public.

lnterview with Naomi Klein

http://www. pbs.org/wgbh/pagesifrontline/shows/persuaders/interviewsi klein. html

SCHEDA RISPOSTE Cerchia la lettera della risposta migliore.

l.

Products and brands

/i4have developed alongside one another.

b. have developed one after the other. c. have developed separately. 2. The first logos and trademarks were conceived
a. to catch the attention of the consumer. b. to reach a semi-literate public. t$to reassure the consumer of the products quality.

3. Brands became more important as a. employing large numbers of people became a liability. @it became easier to make quality products. c. mass consumption became more important. 4. The imporlance of brands became clear a. in the 1980s.

@in the

1990s.

c. with the beginning of industrialization, mass transport and mechanization.

5. Today many brands try to offer citizens

b. c.

a sense ofbelonging. a sense of familiarity. a sign of quality.

Nel testo si trovano 5 parole, contrassegnate dalle cifre 1 a 5: Abbinate queste parole (secondo il loro uso nel brano) con i loro sinonimi, scegliendo 5 tra le 10 possibili alternative elencate qui sotto:

competition
desire

confidence
do

\e\}5i"

consortium

begi

nningy\"g4

dayl ight

equal

lW-,{d_ meet CA'\L|.Ettu

occur

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did

Have{o- lffi1ub. e.

shall

"sheutd-*
c......,
f.

will

wo*ld

ln many ways people rightly feel that corporations are more interested in their opinions than their politicians
a)..r.\.Sg;........ So once again, you see corporations sort of fulfilling a role that probably b):r,i.q:i.J,fu. be fulfilled

elsewhere. Generally l,*ib"p-"..,""F"1" don't feel terrifically listened to at work

L;I

or

by their politicians. Yet these

brands are constanttr

r{ilii}"fu

irrii'most rinrt{ffi''tJ-.3i oprnion. But r don't think that's actuat

(i1\"1"{r;|Lt1. *rl.,,i

iir.

democracy or participation, because the stqnee of the consumer is not the same as the

$.Sf,"";:r"]'Fil.

s-tqnce_

of a citizen. The

custoer is always right: "lt's my money. You c).ffi1,.1. listen to me." I think if we're confusing that with
democracy or actual citizen engagement, it's because we've actually lost touch with what democracy really d).!P..t*+. mean.
From the age of six, growing up in Canada, Naomi Klein was obsessed with brand names, and what she could buy. She had a thing about the bright signs she saw from the back-seat window of the family car: McDonald's, Texaco, Burger King and, especially, the fluorescent yellow gorgeor:sness of Shell: "So bright and cartoon-like was convinced that, if I e) .{.S.Ll{,}},clrnb up and touch it, it f) .\}.tp..il!.'J}.... be like touching something from
I

another dimension - from the world of

TV."
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DIPARTIMENTO DI SCIENZE ECONOMICHE E AZIENDALI ESAME LINGUA INGLESE 2

ESEMPIO
PARTE

II

CERCHIATE LA RISPOSTA CORRETTA, T(True) o F (False):

1.

Elements of the

2. Marketing only concerns consumer goods ,-7 *.'J; "ilrp Lrv\f1*t. *f,.ta 3. hghs are followed by downswings 4. During a period of economic growth consumers borrow a lot of money 5. A tax on wages and salaries o on a company's profits is a direct tax 6. The tax people pay on their wages and salaries is called wealLh tax lN{:c} 7. Managers have to measure performance 8. A line structure is a functional structure Hr<rrr$lt'{tc&L 9. In matrix management people report to more than one superior.
10. A long lead time may allow competitors to enter the market.
1

_pg$pt

mix are classified

as the Four

Ps ;rvt-

r@

r)
T,@

gtF

&p
r@ ?e
r/'.flJ

{:vF

1.

12. When a product is launched; costs are high.

13. During the growth stage the sales

!LF-*\' 't') ': 'F

JIT is a type

"\

offg:lt strategy.

6.-rlc-c

@F T@

'/r'
T)

volum.

ffi,

14. When advertising, many companies adopt the comparative-parity method.

RIE,MPITE GLI SPAZI CON LA PAROLA/LE PAROLE MANCANTI:

The major macroeconomic argument for the past 60 years has been whether the government can effectively intervene in thee[&tf{q*{".{:/d.4isr and move economies away from recession more quickly than would otherwise happen. Classical economic theory argued that economies tended towards an equilibrium in which all ..8F*Q!*.(5lslwere used. The depression of the 1930s showed that, at least in the short term, this was .. .5';\4**a, . ... . J.M. Keynes argued that market forces could produce an unemployment of indefinite duration. He suggested that by equilibrium with . . .Ht,t-$. qQk/,:q. fXf.lfui&.qp'.. or the amountcE.HrhEY..lh...S$,!ry$ou"*t t.ttt could boost a increasing contracting economy. According to monetarist eqonomists instead, although Keynesian attempts to increase demand and reduce unemployment worked in the shorl term, the only long term effect was to increase ... i5l1?-*.]1frk1.........
LTNITE LE DUE PARTI PER FORMARE FRASI CORRETTE

strategies Capacity '.4. Economies of scale

X
Push
"3,.

l4pull strategies

)lFloating
"6i Some

products (Companies

exchange

rates

1 e$. is the maximum rate of output 2I B Are cost saving 3A 6"Are based on current demand 44 R Are not price sensitive pCan choose between high skimming or low penetration prices 5+ 6;i ."F Can appreciate or depreciate '6 Often allow for safety stocks and lead times 7 t-