MARKET LEADER WRITTEN EXAM

UPPER INTERMEDIATE
UNITS ( 1 7 )
I Put the verb into the orret !or" # $re%ent %i"$&e or $'%t %i"$&e #
'tive or $'%%ive (
1. Water ( cover ) most of the earth s surface .
2. How much of the earths surface ( cover ) by water ?
3. The park gates ( lock ) at .3! p.m. every eve"#"g.
$. % was bor" #" &o"'o" ( but % ( grow up ) #" )a"a'a.
*. Wh#le % was o" hol#'ay ( my camera ( steal ) from my
hotel room .
. The compa"y #s "ot #"'epe"'e"t. %t ( ow" ) by a much
larger compa"y.
+. %" the ,-. ( elect#o"s for pres#'e"t ( hol' ) every four
years.
/. 0r#g#"ally the book ( wr#te ) #" -pa"#sh ( a"' a few
years ago #t ( tra"slate ) #"to 1"gl#sh.
2. 3ou ca"t see the house from the roa' . %t ( surrou"' )
by trees .
1!. Where ( these photographs 4 take ) ? %"
&o"'o"? ( you 4take ) them ( or somebo'y
else ?
II Put the verb into the orret !or" (
1. They woul' be offe"'e' #f % ( "ot 4 go ) to the#r party.
2. %f % sell my car ( ( "ot 4get ) much mo"ey for #t .
3. Woul' -teve m#"' #f % ( borrow ) h#s b#ke w#thout
ask#"g h#m ?
$. %f you take more e5erc#se ( you ( feel ) better.
*. We woul' "ee' a car #f we ( l#ve ) #" the cou"try.
. %f % ha' k"ow" h#s "umber ( % ( pho"e ) h#m .
+. %f you ( "ot4 go ) to be' so late every "#ght( you
woul'"t be t#re' all the t#me.
/. % woul'"t m#"' l#v#"g #" 1"gla"' #f the weather ( be )
better.
2. What woul' you 'o #f somebo'y ( walk ) #" here w#th a
gu" ?
1! . %m sure she ( u"'ersta"' ) #f you e5pla#"e' the
s#tuat#o" to her .
III )o"$&ete thi% re$ort b* +ritin, the orret !or" o! the verb% ,iven
in br'-et%. U%e either the $'%t %i"$&e or the $re%ent $er!et.
15ample6 He .....a"swere'....... (a"swer) the telepho"e a"' gave h#s
"ame.
Re$ort on "eetin, 'bout '/verti%in, %tr'te,*
%" a meet#"g hel' last 7o"'ay( the 7arket#"g 8epartme"t propose' that the
compa"y shoul' cha"ge #ts a'vert#s#"g strategy.
%t ............................................2$ (be)
the pol#cy #" the past to use T9 as the ma#" me'#um for a'vert#s#"g our
pro'ucts.
However( #" the last year( there ............................................2* (be) a "umber
of
cha"ges. The cost of T9 a'vert#s#"g ............................................2 (r#se)
co"s#'erably
s#"ce the beg#""#"g of last year. :or e5ample( whereas a o"e;m#"ute pr#me;
t#me slot
............................................2+ (cost) <*!!(!!! last year( #t "ow costs
<+*!(!!!. %"
a''#t#o"( the results of our T9 a'vert#s#"g campa#g" last year
............................................2/ (be) very '#sappo#"t#"g. 7arket research(
wh#ch we
............................................22 (co"'uct) betwee" 0ctober a"' 8ecember last
year(
............................................3! (show) o"ly a sl#ght #"crease #" sales
follow#"g the
campa#g". 0" the other ha"'( sales result#"g from our ra'#o a'vert#s#"g
campa#g"
............................................31 (#"crease) substa"t#ally s#"ce last 0ctober.
Th#s #s
probably because we ............................................32 (target) a you"ger
au'#e"ce
through our ra'#o campa#g" by l#"k#"g a'vert#s#"g to pop mus#c
programmes. What
#s more( the cost of ra'#o a'vert#s#"g ............................................33 ("ot(
#"crease) as
much as T9 a'vert#s#"g over the last year. 0ur co"clus#o" #s that T9
a'vert#s#"g
shoul' be cut #" favour of greater emphas#s o" ra'#o.
I0 Re'/ thi% '%e %tu/* 'bout t+o intern'tion'& ret'i&in, o"$'nie%.
M'n',in, intern'tion'& ret'i&in,
.mo"g #"ter"at#o"al reta#lers( two have set the pace6 %kea( the -we'#sh
fur"#ture cha#"( a"' Toys =>? ,s( the ,- toy reta#ler. They have bu#lt up
worl'w#'e "etworks @ %kea #" 2/ cou"tr#es( Toys =>? ,s #" 2 @ of g#a"t
stores wh#ch have k#lle' compet#t#o" from local r#vals. %kea #s ope"#"g 12
"ew stores a year #" c#t#es #"clu'#"g :ra"kfurt( -ha"gha#( )h#cago( a"'
Wroclaw #" Aola"'. . comm#ttee of se"#or e5ecut#ves at the groups
#"ter"at#o"al hea'Buarters #" 8e"mark oversees #"vestme"t #" "ew
markets a"' the re'es#g"#"g or e5pa"s#o" of e5#st#"g stores.
>espo"s#b#l#ty for pro'uct 'evelopme"t a"' purchas#"g l#es w#th
%kea of -we'e"( the or#g#"al compa"y that p#o"eere' the Cblo"' style of
-ca"'#"av#a" fur"#ture a"' fur"#sh#"gs wh#ch has ga#"e' a huge
#"ter"at#o"al follow#"g. . th#r' layer of cou"try ma"agers
ta#lors the prese"tat#o" a"' market#"g of those pro'ucts #" the#r home
terr#tor#es. )ou"try ma"agers usually assume co"trol for 'ay;to;'ay
act#v#t#es o"ly whe" there are more tha" two stores #" the#r reg#o". They are
allowe' some fle5#b#l#ty #" choos#"g a''#t#o"al pro'ucts wh#ch they th#"k
w#ll meet local tastes.
.t Toys =>? ,s( by compar#so"( the f#ckle "ature of ch#l're"s cho#ces
reBu#res more lat#tu'e for local ma"agers. Toy tastes vary s#g"#f#ca"tly
betwee" '#ffere"t cultures( says Dreg -taley( Ares#'e"t of the compa"ys
#"ter"at#o"al '#v#s#o". :or e5ample( .s#a" fam#l#es l#ke e'ucat#o"al toys(
wh#le .mer#ca" ch#l're" are heav#ly #"flue"ce' by -atur'ay mor"#"g
telev#s#o" programmes. -ome toys( such
as Earb#e 'olls a"' &ego bu#l'#"g sets( 'o well everywhere. Eut others are
less pre'#ctable.Hea'Buarters 'ec#'es whether to ope" a "ew store but local
ma"agers take all the 'ay;to;'ay 'ec#s#o"s o" what toys to
buy a"' #" what Bua"t#t#esF how to market them( a"' how much to spe"' o"
a'vert#s#"g. CWe really 'o g#ve them great lat#tu'e #" the ma"ageme"t of
the#r bus#"ess( says 7r -taley.
Adapted from the :#"a"c#al T#mes
M'r- the %entene% T (true) or 1 (!'&%e)# 'or/in, to the in!or"'tion in
the '%e %tu/*.
1. Eoth %kea a"' Toys =>? ,s are stro"gly compet#t#ve #" local markets
arou"' the worl'.
2. %kea a"' Toys =>? ,s have the same ma"ageme"t structure for the#r
#"ter"at#o"al "etwork.
3. %keas #"ter"at#o"al hea'Buarters are #" -we'e".
4. )h#l're" #" '#ffere"t cou"tr#es l#ke '#ffere"t k#"'s of toys.
5. Toys =>? ,s local ma"agers have more 'ec#s#o";mak#"g powers tha" %kea
local ma"agers.
6. %keas cou"try ma"agers have more co"trol whe" they are #" charge of
more tha" two stores #" the same reg#o".
A

1in/ the be%t e7$&'n'tion !or e'h o! the%e +or/% 'n/ $hr'%e% '% u%e/ in
the '%e %tu/*.
1. have set the pace
') have bee" slow to e5pa"'
b) have take" a lot of r#sks
) have prov#'e' a goo' e5ample for others
/) have bee" #" compet#t#o" w#th each other
2. tailors
') takes full respo"s#b#l#ty for
b) creates #'eas for
) carr#es out
/) a'apts or mo'#f#es
3. fickle
') u"pre'#ctable
b) e5pe"s#ve
) l#m#te'
/) u"cha"g#"g
4. latitude
') restr#ct#o"s
b) ass#sta"ce
) free'om
/) gu#'a"ce