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ULE 7 Exam B
FACULTY of BUSINESS ADMINISTRATION
DEPARTMENT of FOREIGN LANGUAGES

Name:..... ID .
Professors name: Date:.

Formative:
Summative:
Written test:
Oral test:
1.6

/3
/3
/2.4
/
/10

I. READING SECTION. (0,5 Points)

Read the text and answer the following questions.
What makes Nikes advertising tick?
By Stefano Hatfield
Phil Knight, the co-founder and former Chief Executive of Nike, prefers to let his superstar athletes and advertisements do his
talking for him. Named Advertiser of the Year at the 50th Cannes International Advertising Festival, he is the first person to win
the award twice.
Knight has an absolutely clear and committed strategy to use celebrity athlete endorsement. He describes it as one part of the
"three-legged stool" which lies behind Nike's phenomenal growth since the early 1980's, with the other two being product
design and advertising.
He has built Nike's expansion into sport after sport from its athletics roots on the back of the sporting masters: Carl Lewis on
the track, tennis's Jimmy Connors and John McEnroe, Tiger Woods, who led Nike into golf, Ronaldo and the Brazilian national
football team, and the basketball star, Michael Jordan, who famously rescued the company.
From the beginning Nike has been prepared to take a gamble on sporting bad boys others wouldn't touch: Andre
Agassi springs to mind. It was a strategy that began with Ilie Nastase, the original tennis bad boy. The Romanian had the
quality that has come to represent Nike and its advertising: attitude.
After extraordinary growth, Nike became number one trainer manufacturer in the US. But Knight admits the company then lost
its way as it failed to cope with its success. It experimented unsuccessfully with expansion into non-athletic shoes, and lost its
number one position to Reebok in 1986.
Knight bet the future of the company on a new feature: a new air technology inside the trainer. He launched the product with a
David Flincher-directed advertisement which used the Beatles song Revolution, and then marketed the Air Jordan brand on the
back of Michael Jordan. Sales took off and the rest is history.
That brings us to the subject of globalisation and the question of how American the brand can be. Nike uses a mix of global ad
campaigns such as "good v evil" and local advertising, such as its famous poster campaigns in the UK. During a 21-year
partnership with the agency Wieden and Kennedy, Nike has created some of the world's most attention-grabbing advertising:
for example, their "good v evil" campaign and two advertisements both for World Cups and the ad tag, last year's Cannes
Grand Prix winner. Other famous ads star Pete Sampras and Andre Agassi playing in the streets of Manhattan; Tiger Woods
playing "keepy-uppy" with a golf ball and Brazil's team playing soccer at the airport terminal.
It is a remarkable body of work, both in its variety, daring and consistent originality. At Nike there's a streamlined decisionmaking process that gives marketing directors real power. They do not rely on market research pre-testing which often reduces
the impact of more experimental commercials. There is also the long relationship with one of the world's best ad agencies, and
what Wieden describes as "an honesty about sport". Things only happen in Nike's ads that sportsmen and women can really
do.
"My number one advertising principle -if I have one - is to wake up the consumer," concludes Knight, with an
absolute conviction that is unique among modern-day chief executives. "We have a high-risk strategy on advertising. When it
works, it is more interesting. There really is no formula."
From the Guardian
1. According to Phil Knight, what are the three factors which have led to the huge success of Nike?
A) Committed strategy, product design and advertising
B) Celebrity athlete endorsement, product design and advertising
C) Three legged stool, product design and advertising

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ULE 7 Exam B
D) Committed strategy, celebrity athlete endorsement and advertising
2. Which innovation saved the company?
A) Beatles track Revolution
C) A new air technology inside the trainer

B) Air Jordan brand

D) David Fincher ad

3. What is Phil Knights key idea about advertising?

A) To wake up the consumer.
C) To be honest with the consumer.

B) There really is no formula

D) Not rely on market research pre-testing.

4. Which celebrity saved the company?

A) The Beatles
C) Carl Lewis

B) Michael Jordan
D) Ronaldo.

5. Which is true?
A) Nike has been Advertiser of the Year three times.
B) Nike believes market research pre-testing is very important.
C) A lot of computer tricks are used in Nike ads.
D) Phil Knight is the first person to win the award twice.
II.
VOCABULARY SECTION (0.5 Points)
Complete the sentences with words from the box.
1.
2.
3.
4.
5.
6.
7.

manufacturing is usually more expensive than production in Taiwan.

The Germans are still powerful players in world
American citizens usually Congress to change the legislation concerning guns.
is the import limitation in a period of time.
One of the main goal of is control the import.
Companies use hidden to promote their products in the movies.
is the amount of money that one expects to spend in the trip, considering the
incomes and expenses.
8. A large international meeting was held with the aim of promoting development
in all countries.
9. is the business of organizing holidays to places of natural beauty in a way that
helps local people and does not damage the environment.
10. Part of the philosophy of the World Wide Web is the of the individual.
III.

a. safeguard
b. sustainable
c. product
placement
d. onshore
e. lobby
f. empowerment
g. shipping
h. quota
i. budget
j. ecotourism

GRAMMAR SECTION. (0.5 Points)

A. Complete the sentences or questions with the right tense (Past simple, past continuous, present perfect)
1. Which of your co-workers .
3. The new printer we bought recently
.(break) down three times already
(see) at the meeting last night?
4.
My secretary .. (sign) for the package that
2. My assistant . (take) notes in the
arrived this morning.
meeting when she started to feel sick and had to
leave.
B. Complete the sentences or questions with the right future tenses (will, be going to, present continuous).
5. My boss and I . (meet) Mr. Haro at three oclock.
6. When .. you .. (buy) a new copy machine?
7. Company expenses .. (increase) this year.
C. Complete the sentences using infinitive or gerund
8. My English teacher recommended .. (finish) the essay for the next week.
9. I detest . (purchase) technological items because they are very confusing for me.
10. The committee decided .. (close) the company.

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ULE 7 Exam B
IV. LISTENING SECTION. (0,5 Points)
Listen to the teacher and circle the best option for each item.
1

What is the main cause of the companys rising costs?

a Import taxes
b. publicity
c. labor

2 Which expenses do they want to reduce?

a entertainment
b. advertising

c. telephone

3 When the next brochure is printed, it will..

a have an improved design
b. include a new product
4 What problem are they experiencing with Johnsons?
a the quality of goods
b. the high prices
5

What will they do about the problem with Johnsons?

a send them a letter
b. check every order

c. contain extra information

c. the speed of deliveries

c. contact other suppliers

V.
WRITING SECTION. (0,4 Points)
The topic will be given by the teacher.
(Coherence 0,1 - Vocabulary 0,1 - Accuracy 0,1 - Grammar 0,1)

Elaborado por: Ing. Roberto Alarcn Rodas

Revisado por: Lcda. Patricia Matovele

AUDIO SCRIPT
Sue: There's quite a lot to talk about.
David: Well Sue, it doesn't matter if we don't cover everything today.
Sue: Ok, David, lets see how we go.
David: Things are looking good, aren't they?
Sue: Definitely. I'm very pleased. We've gone beyond our sales targets. Our share price is stable. And, of course, you know
Eurocom were going to move but theyve chosen to keep their contract with us after all. But winning the prize for British
Exporter of the year was the best thing, as far as I'm concerned.
David: On the other hand, there is the problem of rising costs.
Sue: Yes, even though we avoided another rent increase
David: But all those expensive newspaper advertisements
Sue: Yes, thats the real problem. Although they are partly balanced by the decrease in import duties.
David: Mmm meanwhile, you want to limit our expenses where possible?
Sue: Yes, certainly. Actually, the budget for entertaining clients is fairly reasonable, and very necessary. It's the cost of phone
calls that worries me. It seems far too high.
David: Everyone should be using e-mail wherever possible if you want to save on communications generally.
Um, we've already got cheaper paper from the printers, which is a start.

Sue: True. Now on to training. We need to be clear where this demand for training is coming from.
David: Well, our own success, basically. Our customer base is expanding all the time. Our staff
Sue: .who are up to date with new computer applications
David: Yes, they're ok for that, but they have to deal with all these new clients. They'll need a wider range of skills than they
have at the moment
Sue: We could contact the business school. Perhaps they could send us some of their trainers.
David: Or what about the courses they run?
Sue: But then again, it seems a pity not to use our own training department.
David: Doing it ourselves, you mean? Well, yes after all, it's the people here who know what we do best and can really
understand our needs.
Sue: I agree. OK, what's next?
David: Um, there's the printing of the new brochure.
Sue: Is the basic information changing?
David: I shouldn't think so but the whole thing really needs to look a bit better. The current one just doesn't give the right idea at
all
Sue: Much too old-fashioned. Yes, a new presentation, a proper lay-out. What about out-of-date products?
David: Steves already taken them out. Now, do you want to talk about the supplier situation?
Sue: You mean the situation with Johnson's?
David: Yes, they're just not giving us what we need. Their prices have always seemed very reasonable, but the products aren't
good enough. There's no point being cheap and on time if we don't actually get what we want.
Sue: Right, well, we need to deal with the situation.
What contact have you had with them?
David: I wrote to them twice last month, and it didn't seem to have any real effect. We've looked at every order as it comes in,
so we already have a fairly clear picture of the problem.
Sue: Hmm I think you should start by ringing some other firms, see if they can match Johnson's deal. Then I'll make a
decision.
David: Right. Great, we did manage to discuss everything.
Sue: Yes, good.

ANSWER KEY
READING
1

0,5
0,0
5
0,0
5
0,0
5
0,0
5
0,0
5

VOCABULAR
Y
1
2
3
4
5
6

GRAMMAR
1

DID YOU SEE

0,5
0,0

D
G
E
H
A
C

I
8 B

0,5
0,0
5
0,0
5
0,0
5
0,0
5
0,0
5
0,0
5
0,0
5
0,0

2
3
4
5
6
7
8
9
10

5
0,0
WAS TAKING
5
0,0
HAS BROKEN
5
0,0
SIGNED
5
0,0
ARE MEETING
5
0,0
ARE .GOING TO BUY 5
0,0
WILL INCREASE
5
0,0
FINISHING
5
0,0
PURCHASING
5
0,0
TO CLOSE
5

WRITING
1 Coherence
2 Vocabulary
3 Accuracy
4 Grammar
PMG.

9
1
0

5
0,0
5
0,0
5

J
F

LISTENING
1
2
3
4
5

0,5

0,1

0,1

0,1

0,1

0,1
0,4
0,1
0,1
0,1
0,1