QUESTIONS
ENGLISH FOR MARKETING & ADVERTISING
1. His or her primary ________ is to provide direct support to the media buyers.
A. relationship B. responsibility
C. possibility
D. commission
2. A marketing assistant will also track ________, support customer service and manage our
relationship management tools within the marketing department when needed.
A. media mentions
B. media outlets
C. budget target
D. press release
3. The successful candidate must be an excellent manager and have a proven ________ in leading a
large department.
A. position
B. initiative
C. task D. track record
4. The mission is to develop and execute a comprehensive marketing plan that ________ our
leadership position.
A. applies
B. directs
C. reinforces
D. manages
5. Direct responsibilities ________ media relations, PR, marketing communications, planning and
more.
A. report
B. include
C. provide
D. liaise
6. The right person will have ________ writing skills and strong relationships with the appropriate
media outlets.

A. solid
B. weak
C. stiff
D. hardened
7. Head of PR ________ directly to the CEO and his salary is based on experience.
A. contacts
B. reports
C. responds
D. answers
8. A ________ will be responsible for developing and executing brand strategies and marketing
initiatives for an assigned product line to meet revenue, profitability, and budget targets.
A. head of PR
B. copy writer
C. marketing assistant
D. brand manager
9. This job requires strong knowledge of marketing principles and practices, and the ability to lead
cross-functional teams to accomplish a successful ________ strategy.
A. get-to-market
B. go-to-market
C. come-to-market
D. reach-to-market
10. A product ________ is a related series of items sold by a company.
A. string
B. band
C. line
D. chain
11. The ________ is the department that deals directly with consumers.
A. ad agency
B. trade fair
C. press release

D. customer service
12. ________ are items where the company’s name is seen in newspapers, magazines, and websites.
A. media mentions B. media buyers
C. communications D. media relations
13. One of the ________’s responsibilities is to create logos.
A. PR officer
B. copywriter
C. graphic designer
D. art director
14. ________ is responsible for creating advertisements.
A. market research firm
B. ad agency
C. sales department
D. customer service
15. The market research firm is going to ________ a survey to find out more about the customers.
A. conduct
B. commission
C. liaise
D. communicate
16. The PR officer interacts with the media to ________ important company information to public.
A. create
B. suggest
C. conduct
D. communicate
17. I used to work for a small company ________ all of their marketing.
A. did
B. has done
C. doing
D. do
18. Our company has ________ departments for sales and marketing.

A. separate
B. same
C. single
D. divided


19. If you need to talk to somebody about individual products, then you should contact Vittore or
his ________, Thomas.
A. assist
B. assistant
C. assisting
D. assistance
20. We have three main brand ________ which we try to project in all our internal and external
communication.
A. names
B. images
C. values
D. managers
21. We have always had a ________ for coming up with new products, and we try to emphasize
that through our brand.
A. function
B. task
C. fame
D. reputation
22. The customer always come first and we want to constantly ________ both ourselves and our
customers of that fact.
A. repeat
B. remind
C. return
D. react

23. It will come as no surprise to you that our top brand value is “great value ____ money”.
A. with
B. on
C. for
D. in
24. Match the definition with the given words/phrases:
Definition: This is what a brand is called.
A. brand equity
B. brand extension
C. brand name D. brand image
25. Match the definition with the given words/phrases:
Definition: This is how much people are aware of a brand.
A. brand awareness
B. branding
C. brand loyalty
D. off-brand
26. Match the definition with the given words/phrases:
Definition: This is what a company wants people to think about a brand.
A. derived brand
B. brand awareness
C. brand loyalty
D. brand identity
27. Match the definition with the given words/phrases:
Definition: This is what people actually think about a brand.
A. branding
B. derived brand
C. brand image
D. off-brand
28. Match the definition with the given words/phrases:
Definition: This is when a product doesn’t fit the company brand.

A. derived brand
B. off-brand
C. brand extension
D. brand awareness
29. Match the definition with the given words/phrases:
Definition: This is the value (either monetary or not) that a brand adds to a product or service.
A. branding
B. brand name C. brand equity
D. brand image
30. Match the definition with the given words/phrases:
Definition: This is when people like a brand and buy it again and again.
A. brand loyalty
B. brand awareness C. brand extension D. brand identity
31. Match the definition with the given words/phrases:
Definition: This is when a product or service is associated with a brand.
A. brand extension
B. branding
C. derived brand
D. brand loyalty
32. Match the definition with the given words/phrases:
Definition: This is when an existing brand is used to support a new range of products.
A. brand loyalty
B. brand equity
C. brand image
D. brand extension
33. Match the definition with the given words/phrases:
Definition: This is when a component of a product becomes a brand in its own right (e.g. Intel in
PCs).
A. derived brand
B. brand awareness

C. off-brand
D. branding


34. Branding is about connecting and everyone in marketing needs to know how to make their
product ________ to their customer.
A. to connect
B. connecting C. connect
D. connects
35. The best brand has a rational as well as an emotional appeal, and ________ to your customer’s
head as well as his or her heart.
A. speaks
B. relates
C. sells
D. promotes
36. Today, everyone is talking about their smart phones, and not just as state-of-the-art
communication devices.
The word “state-of-the-art” is closest in meaning to:
A. artistic
B. old-fashioned
C. modern
D. convenient
37. Despite the number of me-too products designed to compete with Ipods, the original has the
largest market share.
The word “me-too” is closest in meaning to:
A. innovative
B. imitative
C. trendy
D. appealing
38. Once you have inspired brand loyalty in your customers, you can’t ________ them and change

the story of your brand.
A. trust
B. persuade
C. convince
D. betray
39. When Apple introduces its next new idea, millions of people will be ________ attention, ready
to fall in love again.
A. losing
B. catching
C. paying
D. giving
40. A postal survey would be quite cheap but many people don’t think it would be very ________.
A. expensive
B. effective
C. costly
D. efficiency
41. Customers tend to buy our phones in shops, so I’m not sure how many relevant ________ we
would get through the website.
A. responses
B. samples
C. surveys
D. prototypes
42. If we met people, we could show them a prototype and let them ________ it.
A. examining
B. examined
C. to examine D. examine
43. We could either organize a focus group and invite four to six people to take part ______ do a
street interview.
A. and
B. but

C. or
D. nor
44. One of the ways to learn about customers is to examine the ________ that people type into your
website’s search function.
A. loyal customers
B. search terms
C. sales records
D. new trends
45. The company should schedule a social event, such as a wine tasting, for existing or potential
________, and use this as an opportunity to find out more about what they want.
A. competitors B. partners
C. clients
D. employees
46. You should study your ________ to see what facts you already have about the people who buy
from you.
A. new trends B. search terms
C. user profiles
D. sales records
47. A skewed sample is a survey group which is not ________ of a target group.
A. typical
B. effective
C. individual
D. responsible
48. Rolex’s target market is wealthy people who see a watch as a ________.
A. feature
B. status symbol
C. research
D. prototype
49. Even the best-designed surveys only have a ________ of about 4%, so don’t set your
expectations too high.

A. customer focus
B. user profile C. status symbol
D. response rate


50. A skewed sample will make the data you gather ________, so think carefully about who fills in
your questionnaires.
A. relevant
B. worthless
C. skewed
D. reliable
51. Once the product development department has created a ________, we can display it at trade
fairs. I’m sure it will attract more people to our stand.
A. prototype
B. overload
C. focus group
D. questionnaire
52. ________ comprises searching for information using existing resources, such as the press, the
Internet, analytical reports and statistical publications.
A. Pretesting
B. Purchasing information
C. Response rate
D. Desk research
53. Customer ________ are the single best way to improve customer satisfaction.
A. attitude
B. package
C. feedback forms
D. demographic information
54. ________ data is information that can be measured and written down with numbers.
A. Qualitative B. Relevant

C. Worthy
D. quantitative
55. After you have developed your marketing plan, you need to describe the ________ you'll use to
successfully achieve your marketing strategy.
A. problems
B. opportunities
C. tactics
D. objectives
56. The ________ of competitors allows you to assess your competitor’s strengths and weaknesses
in your marketplace.
A. position
B. situation
C. implementation
D. analysis
57. Sales ________ are the amounts of revenue a company expects to earn at some point in the
future.
A. records
B. projections
C. results
D. outcomes
58. Product design has been recognized as an opportunity for differential advantage in the market
place. The ________ of a product influences consumer product choice in several ways.
A. service
B. price
C. discount
D. appearance
59. A ________ of distribution is the path through which goods and services travel from the
producer to the consumer and how the payment gets from the customer to the producer or seller.
A. method
B. quality

D. channel
D. location
60. A base or main product normally is listed at a relatively low price point to attract customers, and
add-on components or accessories are priced with significantly higher profit margins to overcome
the low profit on the initial purchase.
This is ____________.
A. captive product pricing
B. economy pricing
C. penetration pricing
D. premium pricing
61. ________ is a valuation technique which assigns a low price to selected products such as
canned and frozen goods.
A. price skimming
B. penetration pricing
C. economy pricing
D. premium pricing
62. ________ is the practice of modifying a basic list price based on the location of the buyer to
reflect shipping costs.
A. price skimming
B. geographical pricing
C. penetration pricing
D. premium pricing


63. ________ is the practice of offering a low price for a new product or service during its initial
offering in order to attract customers away from competitors.
A. economy pricing
B. premium pricing
C. price skimming
D. penetration pricing

64. ________ is to charge a high price for a unique high-quality item.
A. premium pricing
B. price skimming
C. captive product pricing
D. penetration pricing
65. ________ is to charge a high price for an item where you have a competitive advantage.
A. geographical pricing
B. price skimming
C. premium pricing
D. penetration pricing
66. Naturally we need to price our goods lower in countries with a lower per-capita income.
The word “per-capita” is closest in meaning to
A. average per country
B. average per year
C. average per household
D. average per person
67. We at Chamonix Écrit believe the quality of our pens ________ their cost.
A. pays
B. justifies
C. adjusts
D. modifies
68. These low prices will only be in effect for the first six months. After that they will be ________
by 10 - 25%.
A. raised
B. risen
C. fallen
D. enhanced
69. Our own-label brands sugar, flour, and milk have much lower prices than the brand-name
competitors.
This is an example of ________.

70. price skimming
B. premium price
C. economy pricing
D. penetration pricing
71. Looking at the competition, €25/month seems to be the ________. It’s what most people are
charging.
A. overheads
B. profit margin
C. price war
D. going rate
72. We can sell the modems for €100 each. They only cost €20 in total to produce and distribute, so
we would have a healthy ________ of €80.
A. profit margin
B. recommended retail price
C. break-even point
D. overheads
73. €59.99 is a good ________. We can suggest that stores sell it for that much, but if they want to
use it as a loss leader and sell it for less, then that’s fine too.
A. break-even point
B. recommended retail price
C. price war
D. going rate
74. What I’m afraid of is an all-out ________, when our company and the competition are all
fighting for the same customers. We don’t want to cut our prices so low that we go out of business.
A. going rate
B. overheads
C. profit margin
D. price war
75. We need to establish our ________. When does the amount we’re earning cover our costs?
A. overheads

B. break-even point
C. going rate
D. profit margin
76. Luckily, we have low ________. Our rent is very low, and we got a great deal on our office
equipment.
A. overheads
B. going rate
C. price war
D. recommend retail price
77. ________ are mature products that have a large market share and that are earning a lot of
money.
A. Poor dogs
B. Stars
C. Cash cows
D. Question marks


78. ________ are recently-introduced products with a large market share.
A. Poor dogs
B. Stars
C. Cash cows
D. Question marks
79. ________ are products where no one is positive what’s going on. They have a low market share,
but they are also in a growing market area.
A. Poor dogs
B. Stars
C. Cash cows
D. Question marks
80. ________ are products which have a low market share in market that is not growing. They are
in the decline stage of the product life cycle and should probably be retired.

A. Poor dogs
B. Stars
C. Cash cows
D. Question marks
81. The AIDA model means ________.
A. Appeal – Interested – Design - Activity
B. Attention – Interested – Desire – Action
C. Attraction – Interesting – Desired – Act
D. Analyse – Interested – Desire – Action
82. As far as ________ channels go, I think they should focus on print media, especially magazines
and newspaper.
A. modern
B. online
C. traditional
D. state-of-the-art
83. Magazines and newspapers often ________ an issue to travel, and that would be a good
opportunity to highlight Germany.
A.
B.
C.
D. devote
84. Just an ad or two will use up almost the entire budget, and we can’t afford the repeat ________
that a good ad campaign would need.
A. exposure
B. expression
C. exhibition
D. exchange
85. We need ________ images and a good slogan that we can use in a variety of places.
A. catching-eye
B. eye-catching

C. eye-catch
D. eye-caught
86. The new ad ________ should attract people based on how they feel.
A. perception
B. perspective
C. appeal
D. campaign
87. Viewers should buy our toothpaste because it is scientifically proven to be the best in the
________.
A. television
B. field
C. industry
D. radio
88. I find German advertising very direct, ________ British advertising tends to be much more
subtle.
A. in addition
B. moreover
C. although
D. whereas
89. A really good ad campaign will work across cultures and ________ to basic human needs – the
only thing you need to change is the language.
A. attract
B. appeal
C. catch
D. reach
90. I was in Japan a few years ago and was ________ to see how many famous Hollywood stars
were advertising everyday products like cars and bath soaps.
A. shocked
B. shocking
C. shock

D. being shocked
91. The home page of a website should be clear and easy to ________ and show visitors what lies
behind on other pages.
A. direct
B. find
C. navigate
D. advertise
92. Google claims that you can reach 80% of internet users by using keywords.
A. passwords
B. crosswords
C. nonce words
D. keywords
93. ________ is a discount given to buyers purchasing a large amount.
A. trade discount
B. bulk discount
C. promotional discount
D. cash discount


94. ________ is a reduced price offered on good sold at the “wrong” time of the year, such as ski
equipment in the summer.
A. employee discount
B. trade discount
C. promotional discount
D. season discount
95. ________ is a discount given to people in a particular field, for example when doctors pay a
reduced price for medicine.
A. seasonal discount
B. bulk discount
C. professional discount

D. cash discount
96. ________ is a fixed percentage offered to a distributor.
A. trade discount
B. seasonal discount
C. bulk discount
D. cash discount
97. ________ is a lower retail price for a special sale.
A. A. employee discount
B. professional discount
C. promotional discount
D. cash discount
98. ________ are independently-owned shops licensed to trade under the same name.
A. online stores
B. convenience stores C. franchises
D. outlet stores
99. ________ are shops run by a single company with multiple locations around the country.
A. chain stores
B. high-street shops
C. hypermarkets
D. convenience stores
100. ________ are stores selling through a catalogue posted to customers.
A. franchises
B. mail-order stores
C. high-street shops
D. chain stores