Answer Key
Customer service – Practice 2
Fill in the gaps with the appropriate word or phrase in the correct form.
- An accountancy firm that prepares accounts in different ways in different countries so that they conform with local accountancy rules is an example of [glocalisation] .
- Brand extension however leads to brand [dilution] because consumers complain that Miaow is a more suitable name for cat food and that they now have less faith in both the cat food and the dog food.
- My husband has had the same brand mobile phone all his life but I am a brand [switcher] , changing brands with every new phone I buy.
- When a marketer of cat food called Miaow starts [positioning] the brand, he attempts to persuade cat owners that the product is nutritious, tastes good and makes cats‘ fur healthy and shiny.
- Our product [line] includes traditional herbal medicines – liquid extracts, medicinal teas, internal cleansing products, and therapeutic massage oils and salves.
- Then the marketer of Miaow decides to extend or [stretch] the brand and starts to use the same name for dog food.
- It is an extremely delicate wine that has a very short [shelf] -life. It is best consumed within 6 months of bottling. Otherwise, it will begin to oxidize.
- If the entire business doesn't deliver [on] the brand promise made to customers, all the brand-building efforts are wasted.
- A key concern for marketers is to establish brand [loyalty] among their customers so that they do not buy similar products made by other companies.
- In general terms, older households were less likely to have ‘new technology' consumer [durables] such as computers, internet access and mobile phones.