Page 14 - Business English 2_revised 2018

B. READING 1

Complete the text with the best words

The name game

A brand can be defined as a name given to a product by a company so that the product can easily
be recognised by its name or its design. In our very ................1 business world, a good brand is one of the

keys to the success of any company. It is often a powerful.................2 tool.

However, the name is not everything. For a brand to be successful, marketers have to know what

the consumer.................3 and wants, so a lot of market.....................4 is necessary. This gives them a
„consumer...................5‟, that is to say a kind of picture of the typical customer. It is a picture not only of the

customer‟s needs and wants, but also of their beliefs and values. If the brand then clearly reflects those
values, it is more likely to be successful.

The customer has so much....................6 nowadays that a good brand is a necessity, so that one

product is clearly different from another in his or her mind.

A good brand of course has long-term benefits, as it will...................7 to many different

market...................8 and to people from different cultures.

1. informative – competitive – conservative 5. summary – report – profile
2. sales – sell – sold 6. choice – option – suggestion

3. wishes – needs – orders 7. attract – persuade – appeal
4. study – research – sciences 8. shares – portions – segments

C. EXERCISE

a. Complete the sentences with the suitable words from the box

buy encourage meets profit customers consists

The „Marketing Mix‟ ________ of the 4 P‟s. They are product, promotion, price, and place. Product is one that
_______ the customers need. Promotion is to ___________the customers to buy the product. Price is one that

makes company_________and keeps the ___________ satisfied. Place is where the customers can _____ it.

Page 11 | Business English 2 - Department of Management UMY