Complete the sentences with the verbs from the box. Use each verb twice

gathering of information about what buyers need or want. (8)

4  It starts with the product design, and ends when it is discontinued. (9)

5  Giving a name to a product so that people can recognise it easily by its name or design. (8)

6  When a company has a new product, it gives it a catchy . . .

10 A good product is one that can most, or alt, of the customer's expectations. (4)

7					8
		9	10

Choose the correct words from the box to complete the definitions.

follower leader position research segment share trends value

1  A company's market is the percentage of sales it has in a particular market.

2	Market . want or need.	involves obtaining information about what consumers
3	A market and social class.	is a group of customers of similar age, income level
4	The market	is the best-selling product or brand in a market.
5	The market	is the second best-selling product or brand.

Language review                        Complete the sentences with the verbs from the box. Use each verb twice. Put each verb into the correct form and the correct tense - present simple or present continuous.

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

3  Which market segment .  they usually . . .

4  Oh no! My printer  . properly. I'll ask Mark to run off a copy. . you .  more money in marketing this year?

6  Their advertising agency never . at weekends.

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

8  Unfortunately, our range of soft drinks  well at the moment. 9 This time, we  our advertising campaign on the young.

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

Dan Peters .  in the R&D department of the Antwerp-based company		work
Mercator Foods Ltd, where he 2 a team of five responsible for all products		manage
under the brand name Souperbly.
Together, they  3 about three new products each year.		develop
This week, however, Dan is not in his office. He  4 in the laboratory. He		work
5 the testing of an innovative range of soups and sauces, and    a report.	6	supervise / write
7 his job and is proud of his company. Indeed, Mercator Foods		enjoy
8 rapidly. It .            9 subsidiaries in France and Germany and		expand /have
10 Kilkenny Dairies (Ireland). Sales and earnings for the company		own
far beyond expectations.		increase
The Souperbly brand in particular.                     highly popular throughout Europe.		become

O Complete this text with the correct tense, present simple or present continuous, of the verbs given. Then check your answers.

Study the information in exercise B. Then write questions for these answers.

1 Where does Dan Peters work?

In the R&D department at Mercator Foods Ltd.

2

About three each year.

3

In the laboratory.

4 .

He's supervising the testing of some new products.

5

No, he isn't. He's writing a report.

6

In France and Germany.

7

Yes, indeed. Far beyond expectations!

1  Brands

 O Tick the ten verbs which are not normally found in continuous forms.

1  agree8 prefer

2  believe9 realise

3  belong10 research

4  compare

5  consist12 stretch 6 contain13 suppose

7 depend14 surprise

Choose verbs from exercise D to complete the sentences. Put them into the correct form of the present simple.

1  It seems that our new range of equipment is becoming more and more popular.

2   he  to our proposal?

3  Dreher has developed a new brand of beer thatany alcohol. 4 We may or we may not expand into China. Iton the success of our products there.

5  Our new range of toiletriesessentially of environmentfriendly deodorant sprays.

6   all the respondents  to the same market segment?

Read the passage below about brands.

•  In most of the lines 1 —17 there is one extra word which does not fit. Some lines, however, are correct.

•  If a line is correct, put a tick on the appropriate line.

•  If there is an extra word in the line, write that word in the space provided.

In many wavs, logos have become a kind of international language. Most people around the world they could identify the Shell or Esprit we are united bv what companies sell us. Not surprisingly perhaps, an increasing the number of people complain that 'there is no an escape from brands' There are several reasons for this. Firstlv, big brands tend to squeeze out so small independent businesses. In the addition, their branches tend to spread rapidly and occupy more and more space in our cities. Another reason is that advertising today is not just much about selling products: it is about selling a dream, a message. The point of brand-stretching is that vou do not really build brands around products, but around reputation. So, for example, you  can go to your Virgin bank, visit a Virgin record