MINI TEST - UNIT 2: BRANDS
Name: Nguyễn Thị Thúy Trâm - Student ID: 2415610070
VOCABULARY:
Choose the word that best completes the sentence.
1 Brand stretching can sometimes go wrong and a brand.
a decrease b disappoint c devalue d decline
2 The company is taking a very cautious to changing its strategy.
a way b method c system d approach
3 In order to grow our client , we need to make some important changes to our product lines.
a target b base c core d image
4 The marketing department decided that product was the best way to strengthen the brand so you may see
our products on TV sometimes.
a placement b information c engagement d knowledge
5 The Sales Director wants to export goods afield and is targeting Asian markets.
a more b beyond c further d outside
6 Customers do not seem to have the same to a brand that they once had. Price is more important to them
than the brand these days.
a fairness b loyalty c confidence d promise
7 The did not want to into any new markets until they were sure that the product was perfect.
a attempt b dispatch c venture d stretch
8 Changing the packaging alone will not necessarily improve the brand .
a image b impression c mark d opinion
9 Their business is designing and producing fashion accessories, but now they have moved into
the clothing sector.
a centre b hub c focus d core
10 The company of a bird flying over a palm tree is recognisable around the world.
a face b logo c picture d device
LISTENNING:
You will hear eight short recordings twice. For questions 1–8 choose the correct answer.
1 Which product had the biggest sales last year? => b. (3.4M dollars)
2. What is Julia going to do tomorrow? => b
3 Which date is the sales conference?
a 20 April b 10 May c 20 May
4 What do the speakers decide to do?
a expand the product range b bring the products up-to-date c design a new logo
5 Where has the market grown dramatically?
a Europe b China c North America
6 Who are the company’s target customers?
a wealthy millennials b professional women c retired people
7 What is the company planning to invest in next year?
a staff b new headquarters c a factory
8 Which graph describes last year’s sales? => a
READING
H&M launches new brand in effort to lift slow sales growth.
Hennes & Mauritz is launching its eighth brand and investing heavily to get its clothes faster into shops as
the Swedish fashion retailer responds to slow sales.
Arket will be launched this autumn, starting with a shop in London, and will offer more expensive clothes
than H&M for men, women and children as well as in-store cafes based on the new Nordic cuisine.
The new brand will offer ‘quality in simple, timeless and functional designs’ as well as homeware but will
also sell clothes from other brands.
‘The aim with it is to grow globally,’ said Karl-JohanPersson, chief executive, despite the initial store
launches being in European cities such as Copenhagen, Brussels and Munich.
H&M has been squeezed by ultra-cheap retailers such as Primark as well as online fashion sites such as
Zalando. It was overtaken several years ago by Inditex – the Spanish owner of Zara – as the world’s biggest
clothing retailer. The Swedish group has responded by launching a range of new brands, including more
upmarket stores such as Cos and & Other Stories, as well as making a big push into online sales.
Mr Persson confirmed that the retailer was working on the launch of its ninth brand – probably next year –
as well as standalone versions of its H&M Home stores next year. H&M has other, more youth-orientated
brands such as Monki, Cheap Monday and Weekday.
The new launch comes against a backdrop of weaker sales growth than expected. H&M blamed tough
market conditions in the USA and Central and Eastern Europe for the poor sales growth, which seem set to
continue. Investors took fright at a sharp rise in stock levels but Mr Persson tried to reassure them that ‘the
composition [of the stock] is good’ with a ‘clear majority’ in classic styles. H&M’s shares were down 5.1
per cent to SKr225 in afternoon trading on Thursday at their lowest level in almost four years.
Mr Persson said that H&M also needed to improve its supply chain, becoming faster to market with its
clothes. ‘The world has changed a lot with people buying digitally. At the same time the H&M group has
become more complex with different markets, different needs, online sales. We see a great opportunity and
necessity to improve the supply chain to become more speedy.’
1 H&M is launching its eighth brand because
a it is worried about a slow-down in sales.
b it has invested in more shops.
c Swedish customers want new styles faster.
2 The new brand, Arket,
a offers a cheaper range of clothing.
b will first appear in a London shop.
c was inspired by Nordic food.
3 Mr Persson hopes that the new brand will
a help the company develop internationally.
b be launched in every major European city.
c offer designer clothes to other companies.
4 H&M’s has previously reacted to its main rivals by
a producing an ultra-cheap brand.
b opening shops selling an upmarket brand.
c restricting online sales.
5 Next year, Mr Persson plans to
a launch the first brand aimed at the youth market.
b sell homeware in most of its stores.
c produce another new brand.
6 H&M said poor sales
a were caused by difficult conditions worldwide.
b were largely the result of problems in the USA.
c will delay the new launch.
7 Investors were worried about
a the high levels of stock the company has.
b some investors wanting to sell their shares.
c the company selling classic styles.
WRITING
Dear Jack Underfield,
I received your email and thank you very much for your invitation. Unfortunately, I am sorry to say that I
can not attend party because on Wednesday 6 th, I have a flight coming China to take care of my project. The
trip may last several days, so I will not be able to return in time for the party.
Would it be fine if I suggest someone to takes my place? That is my assistant. She is a intelligent and polite
woman, so I think she can attend your party, represents me. If you agree with my suggestion, please let me
know.
I apologize for my absence, and I desire to see the new product on my next visit to the company.
Thank you again, and I look forward to your response to my above suggestion.
Best regards,
Hennes.
