Market Leader - Written Exam

MARKET LEADER – WRITTEN EXAM UPPER – INTERMEDIATE UNITS ( 1 – 7 )

I

Put the verb into the orret !or" # $re%ent %i"$&e or $'%t %i"$&e # 'tive or $'%%ive 

1. Wa Water ter ( cover ) most of the earth’ s surface . 2. How much of the earth’s 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 "gl#sh. . ou 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 orret !or" 

1. They woul' be offe"'e' #f % 2. %f % sell my car  3. Woul' Woul' -teve m#"' #f % ask#"g h#m ? $. %f you take more e5erc#se  you *. We woul' "ee' a car #f we . %f % ha' k"ow" h#s "umber  %

( "ot 4 go ) to the#r party. ( "ot 4get ) much mo"ey for #t . ( borrow ) h#s b#ke w#thout ( feel ) better. ( l#ve ) #" the cou"try. ( 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 #" "gla"' #f the weather ( be )  better. . 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 orret !or" o! the verb% ,iven in br'-et%. U%e either the $'%t %i"$&e or the $re%ent $er!et. 5ample6 He .....a"swere'....... (a"swer) the telepho"e a"' gave h#s "ame. Re$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 ............................................2 (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 group’s #"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"y’s #"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 %entene% T (true) or  (!'&%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. %kea’s #"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. %kea’s cou"try ma"agers have more co"trol whe" they are #" charge of  more tha" two stores #" the same reg#o". A

in/ the be%t e$&'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