IX. Find synonyms for the following words used in the text:

to satisfy	warm
product	manufacturer
to define	to forget
broadly	benefits
to bring to mind	factory
automobile	important
between	to protect
to buy	to provide
to bore	to call
to travel	design

X. Combine these pairs of sentences with an appropriate connector:

1. Sales have decreased. Profits have increased.

2. One advantage is that you have instance access to the market. You can deliberately undercut your competitors.

3. We were making a loss. We withdrew from the market.

4. The product sold well in the South. In the North, the results were disastrous.

5. We promoted the product at the point of sale. Our competitors used mass advertising.

6. The market-leader pioneers this technology. The initiative product offers more value.

XI. The following are common abbreviations. Categorize them coding them with:

1. Academic qualifications

2. Professional qualifications

3. Title, distinction or decoration

4. Name of organization

5. Commercial and other abbreviation

a/c	accounts
BA	Bachelor of Arts
BBc	Bachelor of Science
COD	Cash on delivery
DSC	Doctor of Science
Do	(Ditto) the same
eg	(exempli gratia) for the sake of example
C/O	Certificate of origin
D/C	Delivery clause
D/O	Delivery order
E.O.M.	End of month
AIB	Associate of Institute of Bankers
sg(n)	signes
UNCTAD	United Nations Conference on Trade and Development
VAT	Value added tax
W/T (wt)	Weight

XII. Make the sentences with the Complex Object with the Infinitive following the models:

Model 1	Nestlé wanted Rowntree (UK), Carnation (US), Perrier (Italy) to become the world’s largest food companies.
Model 2	Experiments proved each product line to consist of several sublines.
Model 3	What made this woman buy Avon’s products?

XIII. Read and discuss the following text and give answers to the questions below: What Is a Brand?

Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. A brand is a name, term, sign, symbol, or design, or a combination of these intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. Thus, a brand identifies the maker or seller of a product.

A brand is a seller’s promise to deliver consistently a specific set of features, benefits, and services to buyers. The best brands convey a warranty of quality. According to one marketing executive, a brand can deliver up to four levels of meaning:

Attributes. A brand first brings to mind certain product attributes. For example, Mercedes suggests such attributes as «well engineered», «well built», «durable», «high prestige», «fast», «expensive, and «high resale value». The company may use one or more of these attributes in its advertising for the car. For years, Mercedes Benz, advertised «Engineered like no other car in the world». This provided a positioning platform for other attributes of the car.

Benefits. Customers do not buy attributes, they buy benefits. Therefore, attributes must be translated into functional and emotional benefits. For example, the attribute «durable» could translate into the functional benefit, «I won’t have to buy a new car every few years». The attribute «expensive» might translate into the emotional benefit. «The car makes me feel important and admired». The attribute «well built» might translate into the functional and emotional benefit, «I am safe in the event of an accident».

Values. A brand also says something about the buyers’ values. Thus, Mercedes buyers value high performance, safety, and prestige. A brand marketer must identify the specific groups of car buyers whose values coincide with the delivered benefit package.

Personality. A brand also projects a personality. Motivation researchers sometimes ask, «If this brand were a person, what kind of person would it be?» Consumers might visualize a Mercedes automobile as being a wealthy, middle-aged business executive. The brand will attract people whose actual or desired self-images match the brand’s image.

The challenge of branding is to develop a deep set of meanings for the brand. Given the four levels of a brand’s meaning, marketers must decide the levels at which they will build the brand’s identity. The most lasting meanings of a brand are its values and personality. They define the brand’s essence. Thus, Mercedes stands for «high achievers and success». The company must build its brand strat­egy around creating and protecting this brand personality. Although Mercedes has recently yielded to market pressures by introducing lower-price models, this might prove risky. Marketing less expensive models might dilute the value and personality that Mercedes has built up over the decades.

1. What is a brand?

2. What does a brand identify?

3. What four levels can a brand deliver up to?

4. What is the challenge of branding to develop?

5. What defines the brand’s essence?

6. What attributes does Mercedes suggest?

7. Evaluate why many people are willing to pay more for branded products than for unbranded products. What does this tell you about the value of branding?