Self-study 2 Task Vocabulary Ex 1

O’ZBEKISTON RESPUBLIKASI OLIY VA O’RTA MAXSUS TA’LIM VAZIRLIGI

TOSHKENT MOLIYA INSTITUTI

INGLIZ TILI fanidan

MUSTAQIL ISHI

Bajardi : SBXA – 53 guruh talabasi

To’xtanazarova Shohista
SELF-STUDY 2

Task 1. Vocabulary

Ex 1. Match these word partnerships to their meanings

1	Brand loyalty	a	the title given to a product by the company that makes it
2	Brand image	b	using an existing name on another type of product
3	Brand stretching	c	the ideas and beliefs people have about a brand
4	Brand awareness	d	the tendency to always buy a particular brand
5	Brand name	e	how familiar people are with a brand (or its logo and slogan)
6	Product launch	f		the set of products made by a company
7	Product lifecycle	g		the use of a well-known person to advertise products
8	Product range	h		when products are used in films or TV programmers
9	Product placement	i		the introduction of a product to the market
10	Product endorsement	j		the length of time people continues to buy a product
11	Market leader	k		the percentage of sales a company has
12	Market research	l		customers of a similar age, income level or social group
13	Market share	m		the best-selling product or brand in a market
14	Market challenger	n		information about what consumers want or need
15	Market segment	o		the second best-selling product or brand in a market

1. 
   D
   
2. 
   C
   
3. 
   B
   
4. 
   E
   
5. 
   A
   
6. 
   I
   
7. 
   J
   
8. 
   F
   
9. 
   H
   
10. 
    G
    
11. 
    M
    
12. 
    N
    
13. 
    K
    
14. 
    O
    
15. 
    L
    

Ex 2. Task 2. Complete these sentences with word partnerships from task 1.

1. No one recognises our logo or slogan. We need to spend more on advertising to raise brand awareness.

2. Consumers who always buy Sony when they need a new TV are showing Brand loyalty.

3. A fashion designer who launches his or her own perfume is an example of Brand Stretching.

4. The Image of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well made and expensive.

5. George Clooney advertising Nespresso is an example of Brand endorsement.

6. A lifecycle consists of introduction, growth, maturity and decline.

7. Tesco's wide range means that it appeals to all sectors of the UK market.

8. The use of Aston Martin cars and Sony computers in James Bond films are examples of Placement.

9. Microsoft is the Leader in computer software.

10. In countries with ageing populations, the over·60s age group is becoming an

increasingly important Segment.

11. Pepsi is the Challenger in carbonated soft drinks.

12. Focus groups and consumer surveys are ways of conducting research.

Task 2. Reading

“REAL CHIEF SAYS OWN BRAND IS THE WAY AHEAD”

by Gerrit Wiesmann in Neuss, Germany

Joel Saveuse walks across the Real hypermarket in northern Germany in search of 'those little biscuits'. Moving from toys to the freezer section, the 55-year-old, who runs the country's biggest food retailer, finds what he is looking for in aisle 45. ·This is my favorite product,' Mr Savcuse says, holding a packet of chocolate- filled Mini Double Biscuits. 'Look, here's a simple picture of the contents.' he says as his finger moves across the packaging. 'and top left is the "Real Quality'' logo.'

Together with a handful of rivals, the Frenchman is starting a small revolution in Germany by replacing its different in-house brands with a single own brand that links the retailer with a product range. The aim is to raise in-house brand sales from 15 per cent up to 25 per cent of food sales in two to three years' time. Mr Savcuse says that customers get top quality for at least 15 per cent less than they would pay for a name brand – and Real gets a better profit margin.

Such logic has seen Real's foreign rivals push true own-brand lines for decades. Real reckons up to 60 per cent of Tesco's UK sales come from its three Tesco brands, and Carrefour is aiming for a 30-per-cent quota, up from 25 per

cent now.

After working on the concept for the last year, Real introduced 850 Real Quality items this September - coincidental but ' absolutely perfect timing' for the

economic downturn that followed the banking crisis, the Real head says. Although Mr Saveuse says that shopping habits at Real have not yet been affected by economic woes, he stresses that next year could sec shoppers buying more so own brands as they look for more value for money. 'Crisis doesn't just bring is advantages.' he says.

Given the power of own brands in good times and bad, it is surprising that German retailers only launched distinctive lines last year. The cause lies with Germany's powerful discounters. Aldi and Lid! have in the past generation helped corner 40 per cent of the food retail market - as against 6 per cent in the UK - by selling little else than a small range of own brands, a move copied by Real, with, say, its low-cost 'Tip' range. '

But we're internationalizing now,' Mr Saveuse says. ' In Poland and Turkey, we're competing against Carrefour and Tesco, in Russia and Romania against Carrefour - that has forced us to focus on true own-brand as a way of building our presence.' Strengthening the Real brand is key to reviving the chain. A format held back by discounters. Mr Saveuse reckons the German hypermarket has a future. He should know. Until 2005, he was second-in-command at hypermarket pioneer Carrefour.
Match the words to make expressions from paragraphs 4 and 5.

1 banking e) crisis

2 economic f) woes

3 perfect c) timing

4 shopping b) habits

5 economic a) downturn

6 powerful d) discounters
Task 3. Grammar.

Ex 1. Complete this text with the present simple or the present continuous form of the verbs in brackets.

The Google brand is growing rapidly. According to the Millward Brown Brandz report, it holded first place in the list of top 100 brands. In fact, the IT field dominating the top-ten corporate brands. Google is operating websites at many international domains, the most popular being www.google.com. And generating revenue by providing effective advertising opportunities. Google always focuses on the user, and consumers usually see Google as quite trustworthy.

Nowadays, companies are beginning to recognize that brands are amongst their most valuable assets. They understand that brands are becoming ever more powerful in driving business growth. Strong brands generate superior returns and protect businesses from risk. Google currently holding the top position, but it has to keep innovating if it wants to remain number one. BlackBerry and Apple are the two fastest-growing brands in the top 100, and China Mobile is growing steadily, too.

Task 4. Writing.

Are you loyal to particular brands? Or are brands not important to you? Write your opinion (about 150-200 words)

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.

The behavior in which a consumer keeps buying a product time and again instead of buying products from other competitive companies is called Brand Loyalty. Brand loyalty can often be termed as Customer Loyalty, Brand Commitment, Product Loyalty etc. Brand Loyalty is seen among consumers when they realize that the product is better than the other products that are available in the market. This affinity of a consumer towards a particular product is considered to be brand loyalty. Although, this consumer behavior is not limited to a simple repetition of a purchase, there is also a psychological reasoning behind the consumers’ affinity towards behavior.

Task 5. Make a presentation on the topic: Brands – Made in Uzbekistan!