What was Ralcona's strategy with regard to their new products?
A to price them at a higher level than their existing products
В to copy their competitors' successful products
С to target them at the younger end of the market
How did Ralcona find designers for the packaging of the new products?
A They headhunted personnel from their competitors.
В They recruited newly qualified young designers.
С They subcontracted the design to a specialist agency.
What unforeseen problem delayed the introduction of the new range?
A Ralcona's marketing department was understaffed.
В Ralcona's competitors introduced a new marketing campaign.
С Communication with Ralcona's retail outlets was poor.
Ralcona's executives were surprised to find that the new products were
A bought by a wider range of people than expected.
В used in more ways than anticipated.
С more popular than Ralcona's core product.
29 How did the success of the new product range affect Ralcona?
A The marketing department was restructured.
В Employees were rewarded for being more innovative.
С The company developed closer links with its retail outlets.
30 According to Martin, what can other businesses learn from studying Ralcona's success?
A that companies must take risks to beat their competitors
В that products can be marketed in different ways to different groups
С that ongoing market research is essential to effective selling
SPEAKING
Part One
Give a short talk on the following business topic. You have to choose one of the topics from the three below and then talk for about one minute. You have one minute to prepare your ideas.
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