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Exercise 1
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Match halves of sentences to make logical and correct sentences. Branding drives Możliwe odpowiedzi: 1. loyalty and recognition., 2. price tag for your product or service., 3. fulfil consumer demand., 4. branding keeps it., 5. choosing the right display for your product., 6. raises brand awareness. In an ideal world products Możliwe odpowiedzi: 1. loyalty and recognition., 2. price tag for your product or service., 3. fulfil consumer demand., 4. branding keeps it., 5. choosing the right display for your product., 6. raises brand awareness. It’s important to have the proper Możliwe odpowiedzi: 1. loyalty and recognition., 2. price tag for your product or service., 3. fulfil consumer demand., 4. branding keeps it., 5. choosing the right display for your product., 6. raises brand awareness. Strategic merchandising locations are about Możliwe odpowiedzi: 1. loyalty and recognition., 2. price tag for your product or service., 3. fulfil consumer demand., 4. branding keeps it., 5. choosing the right display for your product., 6. raises brand awareness. Successful marketing Możliwe odpowiedzi: 1. loyalty and recognition., 2. price tag for your product or service., 3. fulfil consumer demand., 4. branding keeps it., 5. choosing the right display for your product., 6. raises brand awareness. Marketing gets the attention, while Możliwe odpowiedzi: 1. loyalty and recognition., 2. price tag for your product or service., 3. fulfil consumer demand., 4. branding keeps it., 5. choosing the right display for your product., 6. raises brand awareness.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 2
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Drag and drop elements to fill in the gaps in the sentences. 1. Before you decide which strategy to choose, you need to do thorough 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations to determine the needs of our target audience.
2. Services are 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations because they cannot be seen, tasted, felt or heard before they are purchased.
3. It is extremely difficult for a new brand to enter a market if it is already 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations.
4. Luxury brands are 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations to be elite and unattainable for a common customer.
5. Marketing helps you choose the best 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations for your product to be displayed and advertised.
6. Our company gets 95% of its 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations from Internet advertising.
7. Geographical brands capitalise on 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations and symbols of cities or areas, as they evoke positive emotions in tourists who buy merchandise with their image.
8. Marketing helps to increase 1. market research, 2. seen, 3. landmarks, 4. revenue, 5. brand awareness, 6. saturated, 7. intangible, 8. merchandising locations among customers.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 3
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Study the text and choose the correct answer. Brand awareness represents how familiar your target     1. customer consumer audience     is with your brand, and how well they recognise it. It is incredibly important for business success and overall marketing goals because it establishes trust with customers, creates positive associations with the brand’s products and builds invaluable brand equity that allows your brand to become a     2. market household worldwide     name recognised everywhere. To leave a strong impact, you have to make sure that your company is not     3. perceive perceived perceiving     only as a company that sells some products, but a brand with authenticity and personality shining through all marketing and advertising activities. This will not only     4. distinguish differ set     your brand from other ones, but will also encourage new clients to check your offer. Brand awareness is a powerful concept that can have a major impact on your marketing efforts, consumer perception, and – most importantly – on     5. price tag salaries revenue,     as it influences the profit you make.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 4

Choose the correct option which fills the gaps in both sentences. Only one answer in each point is correct.

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1.

The government hopes to increase consumer … by lifting VAT tax on some goods.

How can you … a change if you don’t do anything yourself?
Możliwe odpowiedzi: 1. interest, 2. demand, 3. advocate
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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2.

My work ethics are based on … guidelines that never change.

It is her original ideas that … her apart from other marketers.
Możliwe odpowiedzi: 1. set, 2. tell, 3. fixed
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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3.

Through hard work and dedication the company is now viewed as a … brand.

Vintage advertisements are now sold at a … amount.
Możliwe odpowiedzi: 1. luxury, 2. discount, 3. premium
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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4.

Celebrities build their … brands through active social media presence and constant interaction with fans.

Don’t get too … with a client as this is highly unprofessional.
Możliwe odpowiedzi: 1. personal, 2. unique, 3. close
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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5.

The features that I am looking for in a friend is … and honesty.

Marketing helps to increase brand … .
Możliwe odpowiedzi: 1. acceptance, 2. awareness, 3. loyalty
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 5

Choose the correct answer. There is more than one correct answer in each point.

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1. Which words are synonyms? Możliwe odpowiedzi: 1. identity, 2. equity, 3. awareness, 4. recognition
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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2. Which words have something to do with money? Możliwe odpowiedzi: 1. charge, 2. revenue, 3. credibility, 4. price tag
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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3. Which words/expressions carry the meaning of getting together with others? Możliwe odpowiedzi: 1. leads, 2. encounter, 3. displays, 4. meet-and-greets
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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4. Which of these words can be both a noun and a verb? Możliwe odpowiedzi: 1. advocate, 2. complement, 3. encounter, 4. boost
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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5. Which words are synonyms? Możliwe odpowiedzi: 1. celebrities, 2. advocates, 3. consumers, 4. supporters
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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6. Which words do not collocate with “brand”? Możliwe odpowiedzi: 1. equity, 2. loyalty, 3. rarity, 4. demand
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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7. Which verbs/expressions mean the same? Możliwe odpowiedzi: 1. set sth apart, 2. distinguish, 3. endorse, 4. equate with
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 6
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Use the correct forms of the words in brackets to fill in the gaps. Having entered a market, a brand needs to work hard to maintain and strengthen its position there. Marketing is the tool which helps to shape customers’     1. Tu uzupełnij (PERCEIVE)     of the products or services offered by the brand. Excellence in performance and delivery on the advertising promises as well as consistent work on improving the service are the factors which build     2. Tu uzupełnij (CREDIBLE)     of the brand. All marketing activities are aimed at     3. Tu uzupełnij (BOOST)     revenue, and there are numerous ways in which brands can do it. Some brands, like luxury ones, emphasise     4. Tu uzupełnij (RARE)     and exclusiveness of their products, which makes consumers want to have them even more. Others pay hefty sums to celebrities to appear in their adverts, and these     5. Tu uzupełnij (ENDORSE)     seem to bring beneficial results both for the product and the brand. There are also those which decide to sponsor events where     6. Tu uzupełnij (ATTEND)     can see the brand’s products everywhere: on banners, posters, in booths and stands, so usually interest is sparked, resulting in an impressive number of leads. All these actions build and strengthen brand     7. Tu uzupełnij (AWARE),     and thus the brand can grow and develop their products and services.
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 7

Write (4‑5 sentences) an online marketing course description, focusing on its benefits rather than features.

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(Uzupełnij).
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
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Exercise 8

You write a blog on economic issues for young people. Recently you got an award for “the most promising new brand”. Add a new entry (100‑150 words) and:

  • explain why this award is important to you;

  • write which instruments of marketing you use in your marketing strategy;

  • describe how marketing has helped you strengthen your personal brand;

  • offer help to readers who are thinking of creating their own brand.

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(Uzupełnij).
Źródło: GroMar Sp. z o.o., licencja: CC BY-SA 3.0.
Prezentacja multimedialna
Słownik i bibliografia