English

The title given to a product by the company that makes it.

the use of a well-know person to advertise products

the second best-selling product or brand in a market

using an existing name on another type of product

the ideas and beliefs people have about a brand

the tendency to always buy a particular brand

how familiar people are with a brand (or its logo and slogan)

set of products made by a company

when products are used in films or TV programmes

the introduction of a product to the market

the length of time people continue to buy a product

the percentage of sales a company ha

customers of a similar age, income level or social group

the best-selling product or brand in a market

information about what consumers want or need

No one recognises our logo or slogan. We need to spend more on advertising to raise

Consumers who always buy Sony when they need a new TV are showing

A fashion designer who launches his or her own perfume is an example of

The............ofMercedes-Benzissuchthatitsproductsareseenassafe,reliable, luxurious, well made and expensive.

George Clooney advertising Nespresso is an example of . . . . . . . . . . . .

A . . . . . . . . . . . consists of introduction, growth, maturity and decline.

Tesco's wide ............ means that it appeals to all sectors of the UK market.

The use of Aston Martin cars and Sony computers in James Bond films are examples of ............

Microsoft is the ........... in computer software.

In countries with ageing populations, the over·60s age group is becoming an increasingly important . . . . . . . . . . . .

Focusgroupsandconsumersurveysarewaysofconducting ............

Pepsiisthe. ..........incarbonatedsoftdrinks.

At the moment, eBay ........... (work) with brand owners to remove fake items.

eBay........ ...now(spend)$20mayearanalysingsuspicioussales.

Louis Vuitton usually . . . . . . . . . . . . (seli) its products through authentic Louis Vuitton boutiques

Atthemoment,LouisVuitton ......(negotiate)withHubertdeGivenchy.

Thesedays,alotofpeople ...........(have)aBlackBerry.

Both Apple and BlackBerry . . . . . . . . . . . (launch) important new products this year.

The Google brand ............ ' (grow) rapidly

According to the Millward Brown Brandz report,it............'(hold)firstplaceinthelistoftop100brands.

In fact,theITfield .........J (dominate)thetop-tencorporatebrands

Google............'(operate)websites at many international domains, the most popular being www.google.com. and ... 5 (generate) revenue by providing effective advertising opportunities

Google always.. .........6 (focus)ontheuser,andconsumersusually............7 (see)Googleas quite trustworthy.

Nowadays,companies............8 (begin)torecognisethatbrandsareamongsttheirmost valuable assets.

They understand that brands . . . . . . . . . . 9 (become) ever more powerful in driving business growth.

Strong brands . . . . . . . . " (generate) superior returns and protectbusinessesfromrisk.

Googlecurrently ..........."(hold)thetopposition,butit has to keep innovating if it wants to remain number one.

BlackBerry and Apple are the two fastest-growingbrandsinthetoplOa,andChinaMobile.. ........."(grow)steadily,too.

Something that is ..................... does not cost a lot to buy or use.

An ..................... brand is one that people think will give them a higher position in society.

A ..................... product has no defects.

A.....................product is attractive and fashionable.

If you say that something is a ..................... product, you think it is very good.

.....................goodsareexpensiveandintendedtoappealtopeopleinahigh social class

A ......product is one that has been popular for a very long time.

If a product is ..................... , it is worth the price you pay for it.

If something is ..................... , you can trust it or depend on it.

A ..................... brand is not affected by changes in fashion. (

A ..................... product is fashionable and exciting.

If you say that something is ..................... , you think it is enjoyable.

1 ......loyalty

................... challenger

.................... endorsement

.................. stretching

..................... lifecycle

.................. share

BreitlingandCartier.....J�............luxurywatchesaroundtheworld.

It only ..................... our laboratory half an hour to test all the ingredients.

Which market segment ..................... they usually ..................... ?

Oh no! My printer ................. ... properly. I'll ask Leila to run off a copy of the report for you.

............... you ............... ..... more money in marketing this year?

Their advertising agency never ..................... at weekends.

Do you think we ..................... a big risk if we postpone the launch of our new model?

Unfortunately, our range of soft drinks ... ................. well at the moment

This time, we ..................... our advertising campaign on the youn

Our company ..................... a lot in R&D. That's why we develop fewer new products than our competitors.

RalfHinze..….1 intheR&DdepartmentoftheAntwerp-basedcompanyMerlinFoods Ltd, where he.....................2 a team of five responsible for all organic products under the brand name Sunnyvale.

They .....................3 about three new products each year. This week, however, Ralf is not in his office.

This week, however, Ralf is not in his office. He .....................• in the lab

He ................. ...6 the testing of an innovative range of soups and dressings, and ..................... a report.

He.....................7 hisjobandisproudofhiscompany.

Indeed, Merlin Foods ......._ ..............8 rapidly. I

It .....................9 subsidiaries in France and Germany and .....................1° Kilkenny Dairies (Ireland).

Sales and earnings for the company ..................11 far beyond expectations.

The Sunnyvale brand in particular ………hugely popular throughout Europe.

not enough leg.........

lost or delayed ........

long............atcheck·in

poor quality. . and drink

no baggage .. available

overbookingof ...........

flight delays and ............

tirednessand............Iag

delays for security ........

oversized hand luggage in the ….

My last overseas business trip was a nightmare from start to finish. First of all, there was a delay on the way to the airport, as there was an accident on the …..

WhenI got there, I found the lower level of the airport . . . . . . . . . . . . 'was flooded.

Next, my . ….. was too big and heavy, so I had to check it in.

When we arrived, the . . . . . . . . . ' was closed, and there were no cabs at all

After a long time trying to figure out the. ...'andwaitingin............6 for40minutes,wefinallygota bus... and found the hotel.

Then there was a problem with our room . . . . . . . .. . . . 8 and, would you believe it, the . ..........'wasn'tworking, and our rooms were on the fifth floor.

Peak travel happens

When you check in,

Frequent-flyer points are

An upgrade is

A lounge is

A boarding pass is

Ground staff are

I don't always pay a lot of money and I try to avoid . . . . . . . . . . . .

However, I do travel a lot,earn............'andusuallygelan. ..........)tofirstclass

Iammetbyhelpfui.... .'.

Theytakemy....... .... > andhelpme ............'.

Thentheytakemetothe. ..........7,whereIreadthenewspapers.

Have you decided where to hold the sales conference? 1 A B Yes,we... ..... ..booktheEmoryCentreinAtlanta.

I can't find my passport. B OK, you look in your bag, and I …. check the back seat of the car.

What are you planning to do in Tokyo? We.. ........meetouragenttodiscussnextyear'sadvertisingbudget.

m afraid the flight's been cancelled. B I need to get there tonight. I .... ....... take the train. I think it leaves at nine.

The Hertz counter is a good place to meet. B OK,I... ........waitforyouthere.

We stay / are staying at the Ritz for next week's conference.

According to the timetable, the coach deports / is deporting from Victoria at 8:00, reaches Lille at 12:30 and arrives in Paris at 13:30.

Excuse me, what time is the conference beginning / does the conference begin?

What do you do / are you doing on Tuesday afternoon?

What time is this train getting / does this train get to Osaka?

Next time, I travel / am travelling to Madrid by train.

A growing number of people criticise the airlines and demand better

There are signs that airlines are trying to respond to customer dissatisfaction, for example by providing more.....................and quality in-flight meals.

Cases of passenger misbehaviour are unfortunately all too common on long-distance…..

After a 15-hour flight, you can expect a lot of travellers to suffer from ..............

Poor service and frequent ..................... will inevitably harm an airline's reputation.

Flight and ..................... crews sometimes have to deal with dangerous in-flight behaviour.

We were heading for Warsaw, but owing to the bad weather, they had to ..................... our flight to Frankfurt.

At our hotel. we give our ....�.... more than a high-quality experience, we get them to enjoy the Korona way of life,' says Kurt Ahlberg,

the General Manager, 'and we pride ourselves on excellent......2 in a luxurious environment'.

The......3 are responsive and service-oriented. they obviously enjoy their 4 Jobs and want to help the clients. g

he Korona is committed to meeting the ...... of today's international business......5: there is high-speed Internet access throughout the hotel. and there are three spacious meeting rooms, with all the ......' needed for successful business ......7•

In addition. the ......• of the hotel is ideal: a three-minute drive from the international airport.

Ahlberg has long understood that busy executives cannot afford to waste time In ......9 Jams as they try to ......10 city centre venues.

Nor do executives particularly enjoy getting up at dawn to catch an early-morning ....

Line, in British English (BrE)

Underground, in American English (AmE).

Bill, AmE.

..................... travel is when the largest number of people are travelling.

Round trip, BrE.

Schedule, BrE

Lift, AmE. (

A ..................... pass is a card that you show before you get on a plane

Parking lot, BrE.

A.................... is a room in a hotel or airport where people can sit and relax

One way, BrE.

down

de

up

re

Following the merger, the office layout was . to accommodate the new staff.

The most successful change in our company was the decision to . . . . . the company. Now there is more opportunity for promotion.

It is now so expensive to rent offices in the city centre that many companies are . . . . . . . . . . . . their operations to purpose-built business parks at the city limits.

The company has recently . . . . . . . . . . . . its workforce. Reducing the number of employees is the best way to stay profitable in the current economic climate.

To improve efficiency, the company has introduced new working practices. The HR department will . . . . . all sales staff.

One of our products hasn't been selling well recently. The marketing team has decided to take it off the market and . . . . . . . . . . . . it next year with new packaging

The IT department report recommended that the company . . . . . . . . . . . the computer system as soon as possible.

The CEO thinks that too many decisions are made at Head Office. She wants to . . . . . . the decision-making process so that branch managers are more involved at an earlier stage.

Thecompanyhasfinalisedtheplansto............thedisusedcar-parksite.Itis going to become a fitness centre for employees.

Thelogoandsloganareveryold-fashioned.Weneedto. ...thewholeimage of the product and bring it into the 21st century.

There is a lot of pressure on the government from consumer groups to . . . . . . . the industry and remove controls, so customers can benefit from increased competition.

Following the report by the legal department and changes in the tax laws, the management decided to . . . .. the situation and delay making a decision on the takeover.

Vietnam ............' (go) through many changes in its history and ............' (experience) many economic changes recently. I

. It is currently experiencing an economic boom. In 1986,thegovernment............'(introduce) economic reformsordoimoi(doimeaning changeandmoinew)

Thereforms. .........'(permit)thesettingupoffreemarket enterprises and . . . . . . . . . . . .' (abolish) the practice of collective farming.

However, agriculture remains the most important part of the economy. Vietnam . . . . . . . . . . . ' (recently/become) the second largest producer of rice in the world after Thailand

The industrial seclor........... ' (show) dramatic improvement and expansion as well.

In 1993,theWorldBank............'(declare) 58%ofthepopulationtobelivinginpoverty.

By 2005, this figure was less than 20%. Vietnam . . . . . . . . . . . .' (also/make) great strides on the international stage in the last decade or so.

It ..........." (become) a full member of ASEAN in 1995, and of the WTO in 2006.

The effects of this new·found prosperity can be seen everywhere. Large, glitzy malls ..... n (appear) in major cities, while streets once filled with bicycles are now overflowing with locally produced Japanese, Korean and Chinese motorbikes and cars.

Business visitors wishing to relax in a more traditional Vietnamese town should visit Hoi An. Hoi An ............" (be) a major Asian trading port in the 17th and 18th centuries, and its picturesque architecture and relaxed lifestyle ............" (change) little over the years.

If our company says it's going to .. �.'?.�.riJi7.£'. .. , I think that means we're out of a job.

Could you please ..................... us on how the project is progressing?

Lots of companies say they would like to ..................... responsibility and authority.

Nobody knows what will happen to the company because it has not ..................... since the last recession.

Our company is about to ..................... its head office to India.

Owing to political unrest in the north of the country, many companies began to .....................the risk of doing business there.

Sales will increase if we ..................... the product under a different name.

In May, the Chinese government announced its plan to ..................... the telecoms sector into three operators, each with wireless and fixed-line services.

The local council has plans to ..................... the whole area north of our headquarters.

We bought the new software and then realised we would need to ....... ............. the staff to use it.

We want to use the money to ............. ....... all our computers with more powerful processors.

Ourgovernmentmight.....................allinternalflightstomaketheindustrymore competitive

The collapse of two banks triggered a widespread..................... of the risk of lending money to financial institutions.

The financial crisis prompted a..................... of the banks' ro

Mrs Cooper's presidency was marked by the promotion of home ownership, financial ..................... and an unshakeable faith in the free market.

Despite the huge problems faced by financial institutions, some experts maintain that further..................... of the economy and increased entrepreneurialism are essential for our country to increase its growth rate

Some websites offer a minute-by-minute..................... on the rate of exchange between all major currencies.

The latest..................... on fund trends can be downloaded from our website.

The retail chain has not yet put a figure on the number of job losses involved in the

Northland Bank could not escape the general..................... of staff and branch numbers among the country's major High Street banks

The..................... of the product will involve a new brand name and a more attractive label.

Two months after its.... ................ , the circulation of the newspaper had doubled

Alex! What a surprise! I. h.<;).Y�.,{tre.e_r'.I..1 you for months. Last time we.....................2, you.................... .3 about to go to italy

That's right, yeah. I.....................4 there to retrain the sales staff at our main subsidiary

Interesting, but tough. I'm not sure I.....................5 from the experience yet.

Well, one of the guys in the team.....................7 anything that.....................8 like a new idea.

Yeah, exactly. And now to make things worse he .....................9 of the team.

Mm, you're probably right. Anyway. What about you? I've no idea what you.....................10 up to.

Guess what! I.....................11 my job!

What? You.....................12 Klintel? I don' t believe you!

Yep! I.....................13 with Orseca since January.

I certainly don't regret my decision. Since I.....................14 working for them, I feel a lot better. And l.............. 15 skydiving!

draw up contracts

transport good and equipment

install and maintain systems

issue press releases

carry out research

train staff