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1.

Lesson One
THE EMPLOYMENT FILE – APPLICATION
LETTERS AND CV’s

1. Read the following terms and phrases and match each term from the right column
(numbered from 1-10) to their definition from the left column (marked from a-j)

1. covering letter - application letter


2. curriculum vitae - personal data sheet
3. to type - to write using a typewriter or calculator
4. handwritten - written by hand
5. to enclose - to put something in an envelope
6. to stand out - to be much better or more important than somebody/something else
7. to submit - to give something to somebody so that it may be formally considered or so
that a decision about it may be made
8. vacancy - an available job or position
9. to look forward - to be eager for something that one expects to be enjoyable to happen
10. to advertise - to promote something

2. Rearrange the following paragraphs into the right order so as to make up a covering
letter

Trainee Auctioneer
Dear Sir/Madam
With reference to your advertisement in today’s Times, I would like to be considered for the
above – mentioned post.
My present position is in an antiques market where I have special responsibility for Victorian
furniture and paintings. I feel, however, that I would like to specialize in porcelain and china.
Since the age of fifteen I have been a keen student of antiques, learning more and more
through the years. I am also an enthusiastic collector of Meissen and Hutchenreuter porcelain.
I would be very pleased if I could find employment in such a famous house as yours.
I enclose a curriculum vitae and a recent photograph. I hope to hear from you soon.
Yours faithfully
Encs: Curriculum vitae and Photograph
3. Complete the following statements by choosing the right alternative a, b or c:

1. I’m looking forward to…….news from you.


a) receiving
b) receive
c) get

2. Mr. Brown, the marketing manager has informed me that there will be ……….in his
department next month.
a) a spare room
b) a opportunity
c) a vacancy

3. Tom ……….the Richmond Secondary School in 2005.


a) has been
b) attended
c) graduated

4. Please, find my CV………


a) attached
b) enclosed
c) sent

5. Don’t you think that this handwriting is……….?


a) clear
b) illegible
c) eligible

6. I would like the ……..to work in such a big company as yours.


a) occasion
b) vacancy
c) opportunity

7. My present employer……..his business.


a) lets
b) is closing down
c) leaves
8. Some think that if they write on purple paper their application will………
a) be funny
b) be accepted
c) stand out

4. Use Present Tense Simple to rewrite the following sentences – change either the verb
in the main clause or the one in the dependent clause, as the situation requests:

1. The human resources manager THINKS that many candidates don’t know how to write a
CV.
2. The teacher considers that your handwriting IS illegible.
3. One has to use only black or dark blue ink when he/she WRITES an application form.
4. Alice knows how to behave when she GOES to a job interview.
5. Some make a big mistake because they WRITE their covering letters on purple paper.

5. Use Past Tense Simple to rewrite the following sentences – change either the verb in
the main clause or the one in the dependent clause, as the situation requests:
1. Tom knew that he HAD to type his CV as fast as he could.
2. The girl understood that many ads REQUESTED the applicants to be at least 18.
3. Bill forgot to enclose an application letter when he POSTED his CV.
4. You DIDN’T WROTE too many details about your education so your CV was rejected.
5. The students DIDN’T APPLIED for a scholarship abroad when they had the chance to do
so.
2. Lesson Two
WHAT IS MARKETING?

1. Read the following terms and phrases and match each term from the right column
(numbered from 1–10) to their definition from the left column (marked from a–j)

1. Advertising - making known, calling public attention to a product, service or company


by means of paid announcements so as to affect perception or arouse consumer desire to
make a purchase or take a particular action.
2. Marketing - the theory and practice of presenting, advertising and selling things.
3. Direct mail campaigns - form of advertising by means of which marketing
communications are sent to customers using the postal service.

4. Market leader - the company that sells the largest quantity of a particular product and
thus emerges as a leader.

5. Marketable - attractive to buyers, consumers, etc.

6. Customer needs - customer expectations of a product or service.

7. Marketplace - the system of buying and selling goods under competitive conditions.

8. Product life cycle - the life cycle of a new product, which first can be produced only in
the country where it was developed, then as it becomes standardized and more familiar,
can be produced in other countries and exported back to where it started.

9. Market share - the proportion that a company has of the total volume of trading in one
type of goods and services

10. Manufacturer - a business that makes or processes raw materials into a finished
product
2. Complete the following statements by choosing the right alternative a, b or c:

1. A product’s market value represents the…….at which that product would be sold if offered
publicly.

a) value
b) capital
c) price

2. B2B is a short from Business to Business and is used …………those aspects of e-


commerce that involve the exchange of goods and services between companies over the
Internet.

a) to define
b) to designate
c) to determine

3. The direct marketing is a………..of marketing that attempts to send the messages directly
to consumers using “addressable” media such as mail and e–mail.

a) way
b) form
c) means

4. C2C consumer to consumer is the oldest form of ……… facilitating people to deal directly
to each other.

a) commerce
b) trade
c) e–business

5. The market research represents the study of what people buy and why and it is usually
…….by a company before it develops a new product.

a) driven
b) offered
c) conducted

6. ……of a new product, means that it can first be produced only in the country where it was
developed, then as it becomes standardized and more familiar, it can be produced in other
countries and exported back to where it started.

a) The Marketing strategy


b) The Marketing
c) The life cycle
7. A market leader is the company that …….the largest quantity of a particular product and
thus emerges as a leader.

a) advertises
b) promotes
c) sells

8. The aim of marketing is to make selling………

a) nicer
b) superfluous
c) mare expensive

9. B2C, business–to–consumer electronic commerce is a form of electronic commerce in


which products and ………are sold from a firm to a consumer who this way doesn’t have to
buy from a traditional shop.

a) goods
b) things
c) services

10. Marketing is a social and managerial ……….by which individuals and groups obtain
what they need and want through creating and exchanging products and value others.

a) fact
b) process
c) phenomenon

3. Read the following sentences and decide if they are true or false. Mark them with T
or F

F 1. B2C marketing designates a set of transactions between two companies.


T 2. The price at which a product is offered for sale to the public represents its market price.
F 3. Only the market leaders are quoted at the Stock Exchange.
F 4. The direct mail campaigns are a form of electronic advertising.
T 5. To market a product means to advertise and offer it for sale.
T 6. To satisfy the customer needs is to have the best prices on the market.
T 7. A “hot” product is a brand new product that appeals very much to the public.
F 8. A marketplace is a square such as Victoria Square.
F 9. Marketing deals exclusively with advertising products.
F 10. A market leader is one who sponsors the most advertising campaigns.
4. Rewrite the following sentences – change either the verb in the main clause or the one
in the dependent clause, as the situation requests:

1. All marketers know that P. Kotler HAS WRITTEN the best books on marketing.
2. The manager appreciates the fact that his products HAVE BEEN PROMOTED using the
best marketing strategies.
3. The customers ADMIT that their expectations have been satisfied.
4. It IS very good that the telemarketing officers have made a lot of calls.
5. Everybody knows that Procter and Gamble products HAVE BEEN advertised a lot lately.

5. Rewrite the following sentences – change either the verb in the main clause or the one
in the dependent clause, as the situation requests:

1. The board admitted that the advertising campaign HAD BEEN a successful one.
2. The students had been explained all the subjects before they SAT the exam.
3. The new product had already offered a lot of benefits when the company CONSIDERED
the possibility of a merger.
4. The girl confessed that she HAD NOT KNOWN anything about marketing before
attending this faculty.
5. The company had created the most suitable marketing mix before they ORDERED the
launching of the new product.

3. Lesson Three
USING THE DIRECT MARKETING STRATEGY FRAMEWORK–
“ACQUIRE WITH PRODUCT. RETAIN WITH SERVICE”

1. Read the following statements and complete them using the suitable word or phrase:

1. A marketing strategist should decide if products in the sector are primarily sold on “logic”
…… on “emotion”.

a) either…or
b) neither…nor
c) rather than

2. The marketing strategies that were successful in some cases shouldn’t be taken as … .

a) codes
b) guidelines
c) rules

3. In 1995 Heinz……over half of its marketing budget into direct marketing and then moved
it back to advertising.

a) put
b) placed
c) sold
4. A very important marketing decision is …….resources between the existing customers and
the new ones.

a) to give
b) to share
c) to allocate

5. If you are just……..a business you obviously don’t have any existing customers.

a) beginning
b) ending
c) starting up

6. It seems that some companies have high levels of……

a) abandonment
b) defection
c) leaving

7. Companies that sell credit know that they must strike……between keeping the old
customers and attracting new ones.

a) a problem
b) a crisis
c) a balance

8. A well known marketing strategy is to create a …..scheme for the loyal customers.

a) profitable
b) beneficial
c) reward

9. …………is a strategy meaning that a company uses commercial partners to attract new
customers

a) The marketing mix


b) Targeting
c) The affinity marketing

10. One of the most important decisions a marketing strategist should take is whether or not
to use……to stimulate purchase

a) rewards
b) gifts
c) incentives
2. Read the following sentences and decide if they are true or false. Mark them with T
or F

F 1. The process of identifying the specific needs of segments and selecting one or more of
these segments as a target is called branding.
T 2. A company that is risk averse is one that doesn’t test the market before taking its
marketing decisions.
T 3. Some companies reward their customers by giving some of their money back.
F 4. If a company wants to keep its high–spending customers, it must sell only expensive
stuff.
T 5. To achieve greater customer retention direct marketers have switched the emphasis from
product to service.
F 6. A company that looses its customers is a company that doesn’t have a high degree of
defection.
T 7. The use of direct distribution mail order or direct delivery of services is one of the direct
marketers’ most powerful weapons.

3. Read the following words and put them into the right order

1. Another important marketing decision is to allocate resources between the existing


customers and the new ones.

2. A vital marketing decision has to do with the strategy about how to keep customers.

3. The use of direct distribution is a powerful weapon in the direct marketers' armoury.

4. A decision must be made whether or not to use incentives to stimulate purchase.

4. Rewrite the following sentences – change either the verb in the main clause or the one
in the dependent clause, as the situation requests:

1. When you start up a business you WILL NOT HAVE any existing customers.
2. A company WILL MANAGE to attract new customers when they allocate enough money
for this.
3. The manager hopes that his competitors WILL NOT HAVE better advertising means.
4. The marketing strategist knows that good service WILL HELP the company to preserve
the existing customers.
5. Direct marketers assume that people WILL APPRECIATE the direct delivery of services.
5. Rewrite the following sentences– change either the verb in the main clause or the one
in the dependent clause, as the situation requests:

1. Amex Membership Miles created a reward scheme that WOULD GIVE some value back
to its loyal customers.
2. Direct marketers understood that they WOULD ACHIEVE greater customer retention by
switching the emphasis from product to service.
3. General marketers wanted to build brands the prospects WOULD FEEL familiar with.
4. Companies KNEW that the incentives they OFFERED would attract more and more
customers.
5. The customer that BOUGHT from a supplier for the first time WOULD LOOK for a lot
of benefits.

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