-------------------- U n i v e r s i d a d ------------------Inca Garcilaso de la Vega

Nuevos Tiempos. Nuevas Ideas

Facultad de Comercio Exterior y Relaciones Internacionales
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BUSINESS ENGLISH I HOMEWORK

STUDENTS NAME: ________________________________
A. Match the descriptions (a-m) with the personality adjectives (1-13)
1. tidy

_____ a. works well, does not waste time

2. shy

_____ b. wants to have a top job

3. self-confident _____ c. doesnt get angry when he or she has to wait

4. reliable

_____ d. doesnt feel confident when talking to people he or she doesnt know

5. patient

_____ e. trustworthy, dependable

6. demanding

_____ f. thinks carefully before doing or deciding anything

7. nervous

_____ g. arrives on time

8. ambitious

_____ h. keeps desk, papers, files, etc. in good order

9. relaxed

_____ i. calm, unstressed, unworried

10. cautious

_____ j. has a positive feeling about him or herself

11. dynamic

_____ k. makes other people work hard, often to a high standard

12. efficient

_____ l. afraid, does not have a lot of confidence

13. punctual

_____ m. energetic and (usually) successful

B. Write an example with each adjective.

1.
2.
3.
4.
5.
6.
7.
8.

9.
10.
11.
12.
13.
C. Read the following definitions and write down the correct marketing word or
phrase.
label

S.W.O.T.

market research

consumer

packaging

trademark

develop

total product

the person who buys and uses a product or service.

________________

to create a new product or improve an existing one

________________

small piece of paper, metal etc on a product giving information about

it_______________

study of consumers' needs & preferences, often for a particular

product_______________

the wrapping or container for a product _________________

Strength, Weaknesses, Opportunities, Threats _________________

the whole product, inc. name, packaging, instructions, reliability, aftersales____________

special symbol, design, word etc used to represent a product or

firm__________________

D. Complete the gaps with these words. refund, bargain, concession ,swap , deal, ,
compensation, negotiate
1.
2.
3.
4.
5.
6.
7.

He came away from the negotiation feeling he had got a good_____.

Good value a t a great price. bargain
Can I _______this pack for a bigger one?
He made a _____ by agreeing to include one free nights accommodation.
To discuss the price of something- the buyer tries to pay less than the seller wants.____
To give someone their money back.______
If you are injured or are inconvenienced and it is not your fault, you can ask for ___.

E. Import /export process and documentation

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F. READING COMPREHENSION: Read the article and answer the questions below

The marketing mix adidas

Every organisation must look at its marketing in relation to the marketing mix. The
marketing mix, often referred to as the 4Ps, is a means of assessing how to balance the
elements of the mix in order to meet customers needs. The elements include; the right
product, sold at the right price, in the right place, using the most suitable form of
promotion. All elements of the marketing mix are important. However, in increasingly
competitive markets innovative methods of promotion can create a competitive
advantage. Promotional activity is used to communicate with consumers about the brand
and its products. A key challenge for adidas marketing strategies is finding innovative
ways to inspire and engage its 14-19 year old target audience. Sponsorship of London
2012 gave adidas a platform to target this audience but with a global reach. It aimed to
create national support for Team GB through its Take the Stage campaign.
The acronym AIDA is useful when planning promotional activity, promotion should aim
to:
initiate awareness amongst consumers
generate interest for and desire to have the product
ensure action to purchase.
There are many different methods of promotion. Above-the-line promotion refers to
traditional methods of advertising, such as, print adverts in magazines and newspapers,
billboards or online and TV advertisements. This form of promotion is expensive. As
mass audiences become harder to reach through advertising, for example, an increasing
number of people record TV and fast-forward the adverts, innovative methods of belowthe-line activity is becoming increasingly important to engage the audience. Above-theline activity for adidas campaign included TV adverts that showcased the best UK talent
across sport, street and style. In addition adidas featured artist impressions of athletes
on 17 London Metro front pages.
In contrast, below-the-line promotion aims to reach more targeted groups of consumers.
For example, through sponsorship deals, direct marketing, public relations and social
media. Below-the-line promotion targeted at the youth audience was a key method for
adidas to achieve its marketing objectives. It used a wide range of promotional activities
to create deeper engagement with its audience, mixing traditional media with an
innovative use of social and digital channels. The scale of the activation of this campaign
was an industry first. Social media played an integral part in adidas campaign. For
example, on Twitter #takethestage became the summer trend for supporting Team GB.

Videos on YouTube created hundreds of millions of views, including a video of Team GB

athletes singing along to Queens Dont stop me now. In addition, a large photo booth
was set up at Westfield shopping centre in Stratford. Members of the public then entered
the booth to show support for Team GB. Videos of peoples reactions to David Beckham
making a surprise appearance received 3.2 million views, as well as international TV
coverage.
Questions
1. Promotion is only one element of the marketing mix. What are the other three?
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2. What does AIDA stand for?
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3. Explain the purpose of promotion.
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4. Evaluate whether below-the-line promotion is better than above-the-line
promotion for adidas.
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