1.2 Vocabulary Exercise

1.2.1 Cloze：The Family Firm and Its Marketing

Complete the text by using words from the box.

From a family firm with some 2,000 employees in 1966, the group has grown to become a public company comprising nine factories ①round 6,000 people at home and overseas. It ②for 25% of the British ceramic tableware industry’s output and for 25% of its exports. The strength of Wedgwood’s marketing ③today is very much centered upon the breadth of its wares — in style, type and price range— varying from the luxurious in fine bone china tableware to the ④in earthenware and oven-to-tableware. Wedgwood firmly believes that its wide choice of ⑤gives the right marketing ⑥and enables the Group to provide products that appeal to a ⑦section of the world public. Today, Wedgwood — a ⑧of Waterford Wedgwood following the merger in November 1986 — comprises many famous names whose products have been ⑨in home and export markets for many years and has gained eleven Queen’s Awards to industry for export ⑩.

1.2.2 Fill the gaps：Marketing Words

Complete each sentence with the correct form of the underlined word. In some cases, you will need to use the negative form.

（1）consume

● Food, clothing and household products are all examples of _______ goods.

● Wine______ is high in France, and on the increase in other European countries.

（2）market

● Some agencies offer a comprehensive_________ research service, some offer a range of specialized services and others offer what is basically an information—selling service.

● The international financial structure we mean the system by which in a _________- based economy, credit is created, bought and sold.

（3）promotion

● Coupon techniques may be used by one producer or supplier as a _____for its goods or services, or the plan may include a number of different producers’ products under one name.

● The Four Foundations of Modern Living advertisements _________electric cookers, water heaters, refrigerators and washing machines, and were heavily supplemented by the Area Boards’ own campaigns.

（4）compete

● They know that any shortfall in product quality or deficiency in service is a________ opportunity.

● It holds a wide range of directories and market research reports which contain information needed to help companies prepare export marketing plans, learn about_________, source components and locate sales contacts.

（5）sell

● Touch master feature for iPhone—the one feature most of today’s best - smart phones have in common is the facility to produce high quality graphics displays.

● In a straightforward way the______ provides goods or services to the buyer, presents an invoice and is paid on the due date (more or less).

（6）produce

● People will thus buy fewer imports and more home—_______goods.

● A_____ need not own any resources in order to engage in production he merely has to know where to buy resources at a price that will make it worthwhile to produce and sell the product at its attainable price.

（7）profit

● The BSI is an independent non— ________making body incorporated by Royal Charter in 1929.

● Microsoft is a ________ company, which ranked the 1^st in the world since 2000.

（8）service

● Even though full — time workers still account for the majority of service sector jobs, the growth of part — time jobs does raise a number of questions about what type of _______— based economy is emerging in the UK.

● Money is also a claim in that it gives the holder command over goods and ______in the market place.

（9）manage

● As a ______ you should be much too busy to waste time on producing bits of paper.

● The distinctive features of railway activities affect organization and __________.

（10）brand

● In general, ______is a feature of consumer products.

● One way of drawing attention to a firm, or a__________, in general terms is to develop a symbol, or logo, by which everyone can recognize it.