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    1- Coca-Cola is changing its marketing tactics to inform consumers that it sells more than just Coke, like water, juices and teas, in response to growing consumer demand for healthier options. 2- The company's new "Make Every Drop Count" campaign aims to show consumers its full product range so it can continue earning profits as preferences shift away from sugar-laden drinks. 3- Analysts say the growing preference for healthier foods and beverages reflects a long-term trend, so companies must adapt their products or risk losing sales and money like other firms that have failed to meet changing needs.

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    1- Coca-Cola is changing its marketing tactics to inform consumers that it sells more than just Coke, like water, juices and teas, in response to growing consumer demand for healthier options. 2- The company's new "Make Every Drop Count" campaign aims to show consumers its full product range so it can continue earning profits as preferences shift away from sugar-laden drinks. 3- Analysts say the growing preference for healthier foods and beverages reflects a long-term trend, so companies must adapt their products or risk losing sales and money like other firms that have failed to meet changing needs.

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    60 views4 pages

    Final Exam 1st Year English

    Uploaded by

    Mariem Beji
    1- Coca-Cola is changing its marketing tactics to inform consumers that it sells more than just Coke, like water, juices and teas, in response to growing consumer demand for healthier options. 2- The company's new "Make Every Drop Count" campaign aims to show consumers its full product range so it can continue earning profits as preferences shift away from sugar-laden drinks. 3- Analysts say the growing preference for healthier foods and beverages reflects a long-term trend, so companies must adapt their products or risk losing sales and money like other firms that have failed to meet changing needs.

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    of 4

    Marketing: Investors adapt to consumer trends

    When the world’s biggest soft drink company starts changing its
    marketing tactics, investors should ask why. Coca-Cola, which had
    traditionally promoted itself via the coke brand, using slogans such as
    ‘coke is it’, now wants to inform consumers that coke is not the only
    drink it sells. Its most recent campaign, called ‘make every drop count’,
    says: ‘you’ve always known us as Coca-Cola, the soft drink. Now it’s
    time you knew us as Coca-Cola the company.
    The television, print and Internet advertisements in the UK come at a
    time when consumers are ditching foods and drinks that are perceived
    as unhealthy (such as sugar fizzy drinks and salty crisps) for products
    that appear to offer some kind of health benefit.
    Coke is using the new campaign to impress upon consumers the fact
    that it sells all kinds of drinks including bottled water, juices and teas.
    The campaign is important for the company, because it risks losing
    money if it does not sell the kinds of drinks consumers now want to
    buy.
    Analysts say that growing demand for healthier kinds of foods and
    drinks is not a fashion, but a long-term trend that increasingly affects
    corporate profits. Companies which benefit are those that already
    produce the kinds of products consumers want, or companies that are
    taking steps to adapt existing products. These include Danone, the
    French company Nestlé, which has made nutritional foods a core
    strategic focus.
    Companies that do not meet consumer needs are suffering. In
    March, Asda took the juice drink Sunny D (previously known as Sunny
    Delight) off its shelves after finding its customers did not want to buy it.
    I. Reading Comprehension: (6 points)

    1- Number the paragraph summaries in the correct order. (Two of the summaries are not
    used). (2.5 pts)

    a) Companies need to change, as healthy foods are here to stay.


    b) Coke needs to inform customers about its whole product range.
    c) Unfortunately, if companies do not change, they will find it very difficult to survive.
    d) If customers fail to recognize coke’s whole range of products, the company will face
    financial problems.
    e) Advertisements for healthy products are very popular.
    f) The campaign is well timed, as people want more healthy products?
    g) Many companies are benefiting from a bigger market share.

    1- … 2- … 3- … 4- … 5- …

    2- Match the words and expressions (1-8) with their meanings (a-h). (3.5 pts)

    1 tactics a) seen or believed to be


    2 slogans b) make someone understand
    3 perceived as something
    4 impress upon c) change or modify something
    5 adapt d) the center or heart of something
    6 core e) a saying to catch your attention in
    7 suffering an ad
    f) doing badly, failing

    g) approach

    1- … 2- … 3- … 4- … 5- … 6- … 7- …
    II. Language: (7points)

    1. Circle the right alternative to complete the text: (3.5 pts)


    The name game:
    A brand can be defined as a name given to a product by a company so that the product can
    easily be recognized by its name or its design. In our very competitive business world, a
    good brand is one of the keys to the success of any company. It is often a powerful 1) ……...
    tool.
    However, the name is not everything. For a brand to be successful, marketers have to
    know what the consumer 2) ……….….and wants, so a lot of market 3) …….….is necessary.
    This gives them a ‘consumer 4)…………...’, that is to say a kind of picture of the typical
    customer. It is a picture not only of the customer’s needs and wants, but also of their beliefs
    and values. If the brand then clearly reflects those values, it is more likely to be successful.
    The consumer has so much 5)…………………nowadays that a good brand is a necessity, so
    that one product is clearly different from another in his or her mind.
    A good brand of course has long-term benefits, as it will 6)………………….to many different
    market 7)……………..and to people from different cultures.

    1- A) sales b) sell c) sold


    2- A) wishes b) needs c)orders
    3- A) study b) research c) science
    4- A) summary b) report c) profile
    5- A) choice b) option c) suggestions
    6- A) attract b) persuade c) appeal
    7- A) shares b) portions c) segments

    2. Put the words in the correct order: (3.5 pts)


    1 - mean/does/what/launch/?
    ………………………………………………………………………………………………………………………………………………
    2 - like/manager/our/talk/you/to/to/would/marketing/?
    ………………………………………………………………………………………………………………………………………………
    3 - a/advertising/Do/lot/on/spend/they/?
    ………………………………………………………………………………………………………………………………………………
    4 - advertise/did/range/their/they/where/new/?
    ………………………………………………………………………………………………………………………………………………
    5 - targets/meet/Did/your/you/sales/?
    ………………………………………………………………………………………………………………………………………………
    6 - expecting/figures/sales/were/better/you/?
    ………………………………………………………………………………………………………………………………………………
    7 - for/Have/my/quarter/read/report/sales/the/you/?
    ………………………………………………………………………………………………………………………………………………

    III. Writing: (7 pts)


    What, in your opinion, makes a product successful?
    Use elements from the 4Ps. Illustrate your ideas, write clear examples.
    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………

    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………

    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………

    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………
    ………………………………………………………………………………………………………………………………………………

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