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Mastermind 2 Unit 2 Skills Test

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539 views

Mastermind 2 Unit 2 Skills Test

Uploaded by

Rolando Guzman Martinez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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masterMind

UNIT 2: SKILLS TEST LEVEL 2

Listening Reading
Listen to two friends discussing the value of Read this article by Mark Slater,
space travel. Are the sentences below true, marketing manager for a small
false, or is there not enough information to be publishing company, in which he gives
sure? Choose A, B, or C. advice for successfully
marketing a product. Choose the best ending
0 Jamie has always been less in favor of
for each sentence.
space exploration than Isabel.
0 Mark Slater assumes that his readers at this point have
A True B False C Not enough information
already gathered information about what their
customers might buy.
1 Jamie thinks we should give priority to the many
problems that exist on Earth. judged the quality of competitor products.
done both A and B.
A True B False C Not enough information
1 According to Slater, social media allows the
2 Isabel acknowledges that it seems strange to devote smaller company to attract publicity and also to
so much money to space travel when roads and
direct advertising toward a particular audience.
railways, etc., are missing in many countries.
conduct market research.
A True B False C Not enough information assess the quality of their rivals’ products.

3 Isabel’s reasons for being in favor of space travel 2 Recent research suggests that companies who
are mainly practical. use social media to encourage sales of products
A True B False C Not enough information have younger customers.
have more customers who keep buying products from
4 Jamie mentions one practical advantage that space them.
exploration has brought about. have customers who encourage their friends to buy the
A True B False C Not enough information same products.

5 Jamie is optimistic about the human race’s 3 Posts on social media websites, says Mark,
future on Earth. allow a company to
appear more modern and exciting.
A True B False C Not enough information
find out about their customers.
connect with customers.

4 Slater urges the reader always to keep in mind the


importance of
market research.
established customers.
new customers.

5 Slater claims that people who have just started


buying a particular product are more likely to
A want to work for that company.
pass on to other people information about a
product.
use social media to tell their friends about a

© Macmillan Publishers Limited 2015. This page may be photocopied and used within the class. 1
product.

© Macmillan Publishers Limited 2015. This page may be photocopied and used within the class. 2
masterMind LEVEL 2
So, you have come up with an excellent and Writing
innovative product or service—you are in no doubt Write an article for a blog. Use one of the
about that. You have done your market research and following headlines:
are satisfied that your product/service fills a market • The future is now!
need. You have evaluated the competition—and their • Mission to Mars
marketing materials—and are convinced that your
• Aliens: fact or fiction?
product is in every way superior to that of your rivals.
So far so good! All you have to do now is announce Write at least 120 words.
your product to the world. Unfortunately, only the
giants in any industry can afford to launch a product
with a huge press conference and all the publicity
that it generates. However, as a smaller company,
you cannot afford to ignore public relations when
launching a product or service.
The good news is that the digital age has brought
with it spectacular PR opportunities. Social media is
your new best friend, facilitating a degree of publicity
that was unheard of before the internet came along,
while simultaneously giving you the tools to target
prospective clients. With increased visibility and the
right audience, you can expand your customer base
dramatically, as never before. Remember that every
post or image that your company leaves on a social
media platform represents an opportunity to interact
with customers—both old and new—and each
interaction with this targeted audience represents a
sales opportunity.
Furthermore, recent research suggests that
companies who utilize social media for marketing
purposes achieve greater brand loyalty with their
customers. Exploit social media in every which way
you can to engage existing customers. They liked
what you had to offer before, why wouldn’t they want
what you are offering now? Critically, use these tools
to engage those all-important new customers. Never,
ever underestimate the value of new customers
when you are bringing a product to market. Research
strongly suggests that converts to a brand are more
likely to spread the word about the product they have
recently discovered than established customers.
Let your customers be your sales force!

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