What led to a change in attitudes to brands?
A the influence of consumers on each other
В the personal circumstances of consumers
С more sophisticated marketing
D greater choice of products
According to the writer, an attribute of the third age of branding is that
A competing products may serve their purpose equally well.
В the range of products available is too large for all to survive.
С consumers are becoming confused about the products available.
D price has become a key factor in consumers' choice of products.
The writer mentions manufacturers of breakfast cereals to illustrate how
A competition can have an impact on a product.
В a brand can lose its popularity despite a strong market for the product.
С advertising can affect sales of a product.
D changes in the popularity of products can cause difficulties.
The writer refers to railways to show that brands like this
A do not recognise the value of stretching.
В suffer from having an unattractive image.
С are unlikely to lend themselves to stretching.
D are notoriously difficult to advertise.
The writer argues that the stretch from sports shoes into consumer electronics is likely to be successful because
A existing customers have demanded the new products.
В they will be sold in the same outlets.
С the new lines will expand the manufacturer's market.
D there is a connection in the way that the goods can be used.
The writer argues that the stretch from soft drinks into clothing
A was a gamble which succeeded.
В built on the popularity of certain types of clothing.
С showed the value of careful planning.
D created production problems for the manufacturer.
Part Four
Questions 21-30
Read the article below about teamwork and stress. Choose the correct word or words to fill each gap from А, В, С or D. For each question (21-30), mark one letter (А, В, С or D.) There is an example at the beginning (0).
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