I.S.C.A.P.

- LICENCIATURA EM ASSESSORIA E TRADUO INGLS COMERCIAL IV - TEST 1 - 2012/2013 NAME _________________________________________________________________________________ NUMBER ___________________ CLASS_____________ Marks: A: 30; B: 45; C: 36; D: 39; E: 50.

A. Read this text carefully. For questions 1-6, choose which of the paragraphs A-G on page 2 fit into the numbered gaps in the magazine article below. There is one extra paragraph, which does not fit in any of the gaps. Write your answers below.

Just popping to the shops?

Have you ever wondered why certain items are always displayed at eye level in the local supermarket and why that item appears in the same position in every supermarket you visit? Is there some sort of conspiracy designed to fool the shopper into not knowing which supermarket they are in? 1. Professional designers examine the information from all the different sources of research and use it to create an environment intended to compel the unwary shopper to spend. The layout and general atmosphere of a modern supermarket is designed to encourage shoppers to want to stay longer in the shop and therefore, hopefully, spend more money too. 2. Unfortunately, despite all efforts to encourage shoppers to try new and exotic fresh foods, progress is slow and most people still opt for their old favourites. Still, if those strange fruits find their way into the half-price section, the money-wise shopper may be tempted to try them. 3. The average shopper, according to the designer profiles, is female, shops twice a week, arrives without a list and departs with approximately 75% of unplanned purchases. You can be sure that supermarkets are aware of the opportunities presented by such impulse buyers and take the fullest possible advantage of them. It is no accident that the half-price spaghetti is displayed next to the more expensive pasta sauce. There is no doubt that the technology available to retailers will become ever more sophisticated. Imagine a day in the future as you wander around your supermarket. The computer on the trolley will recognise you, analyse your personal data and direct you to your usual purchases, making sure, of course, that you pass items which will interest you. As you put your unplanned bargain purchases into your trolley, you may imagine you are a smart shopper. You dont see the smile on the managers face as his profits reach another all-time high. 4. Retailers today must also consider the position of items on shelves as well as where in the aisle they appear in order to maximise their appeal. Grouping goods together according to culture, colour or seasonal impact tends to increase their appeal and encourage shoppers to buy more from that range. Certain items such as cereals are arranged in brands rather than types. Supermarkets own brand products, which are cheaper, are placed next to the higher-priced items, so that, when shoppers are attracted to the displays of the popular brands, they are drawn to examine, and buy, the cheaper alternatives. 5. The bar code scanner also informs the supermarkets of exactly what shoppers are buying, in what quantities, when and how much they are prepared to spend. The information they gain from this is used to build up a long-term picture of trends in consumer behaviour and spending patterns. 6.

A. With this kind of information, the clever supermarket manager may increase his profits further still. And, by using software programs such as Spaceman, they can analyse data and make rapid changes to the layout and location of products on the shelves. B. The fact is that supermarkets are designed to encourage shoppers to spend, the assumption being that what works in one supermarket will work in another. The layout of every store is the outcome of painstaking research using shoppers as the guinea pigs. Video footage of shoppers in action when faced with different colours, lighting or music has been used to create a customerfriendly shopping experience. C. It has been observed that, when a shopper turns the trolley in one direction, he or she will glance in the opposite direction. The clever shop designer takes advantage of this by placing products which appear to be good value at the ends of the aisles. There is a good chance that one of these bargains will draw the shopper into the aisle. D. The first aisle you see in most supermarkets invites you into an oasis of green. The fruit and vegetable section is designed to resemble a country market, with fresh goods from all corners of the globe laid out for the customer to examine and make their choice from the vast array on display.

E. However, supermarket designers are one step ahead. They use the fact that shoppers are on the lookout for a bargain to attract them to various sections of the shop. Many so-called bargains are in fact loss leaders. They are designed to entice the unwary shopper into believing that they are being clever with their money. The money they have saved on the special offer will probably be spent on a little treat. Shopping habits like these have been studied in detail by supermarkets in an effort to better understand customer behaviour. F. From the wholesalers point of view, times have changed. They used to have the upper hand in deciding where products should be displayed and when they should be delivered. Now, with modern technology and the use of bar codes, the supermarket managers make those decisions and the balance of power has shifted decisively into the hands of supermarkets. G. Child-sized trolleys for the kids to play with, baby changing facilities and self-service restaurants all compel shoppers to stay longer and spend more. Customer services are moving into the area of high technology, with services such as shopping on the Net becoming more common. Customers simply log on and give product details and amounts, then sit back and wait for delivery.

B. Read the text and then decide which word best fits each space. Circle the right answers below. The exercise begins with an example (0).

A CAREER IN MARKETING
According to business experts, marketing is becoming an increasingly competitive (0) ..B.. of business to get into. Emma Richardson, who works in marketing for a multinational firm, has (1) that a career in marketing is not just about advertising or promotions. Todays marketing executive is responsible for the (2) made from a brand, its sales and market share, and therefore must have a broad (3) of business skills. Her firm does not (4) a general graduate programme. Instead, it recruits people into specific job roles. It (5) graduates in any discipline as marketing trainees, but insists that they all need imagination, creativity and (6) analytical skills. Everyone starts as an assistant with immediate responsibilities, such as developing a promotions (7) or relaunching an existing brand. After three or four years, graduates can expect to move up to brand manager (8) and lead international projects. There are many opportunities and all graduate trainees are paid the same (9) salary of just over $30,000. Those who are successful are expected to work (10) with colleagues in other functions, such as (11) development, where new ideas are needed. They also co-operate with sales and finance managers to (12) those ideas on to the market, and with advertising (13) to create effective campaigns and back them (14) with promotional activities and direct marketing. All graduate trainees have the same opportunities. We only promote from within, and if you have the ability then you can reach the (15) without being threatened by external candidates trying to get into the system, says Ms Richardson. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 A A A A A A A A A A A A A A A A place explored profit series carry joins in sharp map step first closely item set agencies off limit B B B B B B B B B B B B B B B B area discovered finance choice hand takes on bright arrangement level early warmly goods makes premises out height C C C C C C C C C C C C C C C C spot distinguished yield range present counts in pointed plan stage starting nearby piece get workplaces up best D D D D D D D D D D D D D D D D subject believed pay group run calls on high preparation degree opening around product have headquarters down top

C. Read the informal letter below. In most lines 1-12 there is one extra word. It is either grammatically incorrect
or does not fit in with the meaning of the text. Some lines, however, are correct. If the line is correct, write CORRECT below. If there is one extra word in the line, write the extra word below. The exercise begins with two examples, 0 and 00.

COMPANY NEWSLETTERS

0 00 1 2 3 4 5 6 7 8 9 10 11 12

In the demanding world of direct marketing and customer communications, many businesses have one the individual who appointed from the staff to produce the company newsletter. For some, it is a trial that involves themselves hounding colleagues to produce copy on the time. For others, it is a joyous career move that bestows the awesome title editor. The glossiest customer publications may remain the preserve of big firms, but computers and colour printers mean so that even small companies which once were relied on smudgy duplicated customer leaflets can produce acceptable colour newsletters. In the pursuit of a customer loyalty and getting new business, a publication that is well produced is viewed by many as for carrying more marketing clout than simpler mailshots. Peter Waldron, partner in a law firm, says that customers have come about to expect his companys newsletter, which is produced by in-house and direct-mailed to 1,000 local business people. Its important that a newsletter is including personal, an interesting read and looks like smart, he says. Some organizations, charities for instance, produce

CORRECT who

/////// low-budget but highly effective newsletters.

//////////////////////////

D.

Answers:
1. 2. 3. 4. 5. 6. 7. E. Writing 8. 9. 10. 11. 12. 13.

Look at this quote and then answer the questions below. Write approx. 150 words. You can manipulate consumers into wanting, and therefore buying your products. It's a game. Which consumer goods do you consider essential in your life? Choose three or four and explain why you couldnt live without them. Do you feel brainwashed by ads? Do you usually buy famous brands?

____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________

____________________________________________________________________________________ ____________________________________________________________________________________

INGLS COMERCIAL IV
TESTE 1 2012-2013 KEY A. Just popping to the shops? (x 5) 1 2 3 4 5 6 B D E C F A

(FROM: CLASS FILE ING III, EXAM PRACTICE, 2006-2007) B. A career in marketing (X 3) 1 2 3 4 5 6 7 8 B A C D B A C B 9 10 11 12 13 14 15 C A D C A C D

(FROM: HW FILE ING I, 2006-2007) C. Company newsletters (x 3) 1. themselves 2. the 3. CORRECT 4. so 5. were 6. a (From: HW File Ing III CE 2007-2008) D. Golden Palms Hotel (X3) 1. request 2. notice 3. as possible 4. highly / strongly 5. majority 6. to sample / taste 7. bases on 8. the interests 9. prohibited / forbidden 10. be accompanied 11. at all 12. ensure / make sure / take care 13. deposited / placed 7. CORRECT 8. for 9. about 10. by 11. including 12. like

(FROM: HW FILE ING III, 2006-2007)