COM2114 Mid-Term Test S2/17

Question 1

Fill in each blank with the correct preposition.

Brands are insubstantial things, mere symbols, names, associations. Sometimes they signal real
differences (1)............................... products. Sometimes they are pure illusion. Either way, brands
are akin (2).................. a product's or company's reputation, and they influence consumers'
perceptions. The wearer (3)..................... a Rolex watch is concerned (4)....................... more than
keeping time; the BMW driver (5).......................more than getting (6)...................... place
(7).................... place. Brands add value (8)....................... making customers loyal and, often,
willing to pay more (9)........................ the things branded. Roses (10).......................... another
name might smell as sweet, but they would no longer fetch $30 a dozen.
Despite the evidence (11).............. the value (12)............. brands, creating and sustaining that
capital are often neglected (13).................... consumer-goods companies.
(Total: 25 marks)
Question 2

Fill in each blank with the correct form of the word in bracket.

When Adam's company produced its 'Mashta' cooking oil, many people told him that it just was
not (1.market)...................................... because of (2.rival)...................................... from many
other brands. However, Adam was confident that his brand would do well because cooking oil
(3.consume)............................................... in Malaysia is very high. He saw it as a
(4.profit)....................................... business; year after year, the cooking oil market seems to be
growing. His company placed (5.advertise) ....................................... in the print media as well as
commercials on television. He knew that (6.promote)................................. is a very important
marketing function, and was willing to spend a lot of money on it, just to push up
(7.sell).................................... of his cooking oil. He also worked in
(8.associate)............................. with well-known chefs; if these chefs use his cooking oil, then the
public may also be encouraged to support his brand. Today, one year later, the
(9.produce)......................................of cooking oil in Adam's company has increased from 1000
bottles a day to 3000 bottles a day.
(Total: 25 marks)
Question 3

You and your friends are taking part in a 'Youth in Business' exhibition. You have a product that
you would like to launch at the exhibition. Create a logo and write a slogan for your this product.
Also, EXPLAIN your logo and slogan.
(Total: 25 marks)
Question 4

What is an endorsement contract? Explain.

(Total: 25 marks)

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