Ενδεικτικές λύσεις των 10 ερωτήσεων κατανόησης (A. Questions) και των 6 κλειστών ασκήσεων λεξιλογίου/γραμματικής (B. Exercises) της ενότητας (σελ. 321-323).

Ο λόγος ύπαρξης της market research

Ερώτηση: Why should producers and marketers know if a new commodity corresponds to the public demand?

Απάντηση:

Αυτούσιο (σελ. 320): «In this way, they will avoid the danger of losing money by producing or marketing a product that is not going to sell well.»

Σύνοψη: (ενδεικτική) Because in this way they will avoid the danger of losing money by producing or marketing a product that is not going to sell well.

Κριτήρια αξιολόγησης:

Χρησιμοποίησε τη δομή: 'to avoid the danger of losing money...'.

Τι περιλαμβάνει η market research

Ερώτηση: What does the field of the market research include?

Απάντηση:

Αυτούσιο (σελ. 320): «Any work done for finding out what kind of goods consumers want, how much they are willing to spend and how they can be convinced to buy, lies in the field of the market research.»

Σύνοψη: (ενδεικτική) It includes any work done for finding out what kind of goods consumers want, how much they are willing to spend, and how they can be convinced to buy.

Κριτήρια αξιολόγησης:

Απαρίθμησε και τα τρία στοιχεία (goods/spend/convinced).

Μέθοδος της market survey

Ερώτηση: Mention the method which market researchers use to make a market survey.

Απάντηση:

Αυτούσιο (σελ. 320): «Market researchers make a market survey using various methods, such as questioning large numbers of possible consumers and retailers.»

Σύνοψη: They make a market survey by questioning large numbers of possible consumers and retailers.

Κριτήρια αξιολόγησης:

Λέξη-κλειδί: questioning.

Ορισμός consumer research

Ερώτηση: What is a consumer research?

Απάντηση:

Αυτούσιο (σελ. 320): «Further research on the tastes of the consumers, their habits, their incomes and their possessions is what business people name consumer research. This kind of research is carried out through consumer surveys and market tests.»

Σύνοψη: (ενδεικτική) Consumer research is further research on the tastes, habits, incomes and possessions of consumers, carried out through consumer surveys and market tests.

Κριτήρια αξιολόγησης:

Απαρίθμησε και τα τέσσερα στοιχεία (tastes/habits/incomes/possessions).

Πού διεξάγονται τα market tests

Ερώτηση: Where are market tests held?

Απάντηση:

Αυτούσιο (σελ. 320): «Market tests are primarily held in small areas by selling the product under research there.»

Σύνοψη: Market tests are primarily held in small areas, by selling the product under research there.

Κριτήρια αξιολόγησης:

Η απάντηση βρίσκεται σχεδόν αυτολεξεί στο κείμενο.

Ορισμός motivational research

Ερώτηση: What do business people call motivational research?

Απάντηση:

Αυτούσιο (σελ. 320): «The branch of the market research that examines the reasons why people choose to buy one or another brand of goods rather than others is called motivational research.»

Σύνοψη: (ενδεικτική) They call motivational research the branch of market research that examines the reasons why people choose to buy one brand of goods rather than another.

Κριτήρια αξιολόγησης:

Λέξη-κλειδί: reasons why people choose a brand.

Ορισμός operational research

Ερώτηση: In which field do they use scientific methods to solve industrial, financial and commercial problems?

Απάντηση:

Αυτούσιο (σελ. 320): «The use of scientific methods, especially mathematics, to solve industrial, financial and commercial problems belongs to the field of the operational research.»

Σύνοψη: This belongs to the field of operational research.

Κριτήρια αξιολόγησης:

Η απάντηση βρίσκεται αυτολεξεί στο κείμενο.

Τι περιλαμβάνει η advertising research

Ερώτηση: What does the advertising research involve?

Απάντηση:

Αυτούσιο (σελ. 321): «The choice of the most effective ways of advertising a particular product is made through the advertising research. The analysis of the results of the most effective ways of advertising is part of advertising research practices.»

Σύνοψη: (ενδεικτική) It involves choosing the most effective ways of advertising a product, and analysing the results of the most effective advertising methods.

Κριτήρια αξιολόγησης:

Ανέφερε και τα δύο στοιχεία (choice + analysis).

Συνεισφορά της market research

Ερώτηση: Has market research helped in the improvement and marketability of a product?

Απάντηση:

Αυτούσιο (σελ. 321): «Market research, in general, has helped market to make great strides in the improvement and marketability of a product.»

Σύνοψη: Yes, it has. Market research has helped the market make great strides in the improvement and marketability of a product.

Κριτήρια αξιολόγησης:

Ξεκίνα με Yes, it has.

Το εργατικό δυναμικό του κλάδου

Ερώτηση: Are there many people occupied in this latest commercial field?

Απάντηση:

Αυτούσιο (σελ. 321): «Furthermore, it's a latest commercial field where a large percentage of the workforce is occupied.»

Σύνοψη: Yes, there are. Market research is a latest commercial field where a large percentage of the workforce is occupied.

Κριτήρια αξιολόγησης:

Ξεκίνα με Yes, there are.

Εύρεση συνώνυμων λέξεων στο κείμενο

Ερώτηση: Find the words in the text which have the same meaning as the following: a. an article of trade or commerce b. is in agreement; matches c. persuaded d. sector e. serious and detailed study of a subject, aimed at learning new facts, testing ideas etc. f. a firm that produces or makes goods, esp. by machinery g. a general examination/study, esp. by asking people questions h. a personal liking for something i. performed or completed; fulfilled j. take place k. producing the desired result l. techniques; methods

Απάντηση:

a. commodity
b. corresponds
c. convinced
d. field
e. research
f. manufacturer
g. survey
h. taste
i. carried out
j. be held
k. effective
l. practices

Σύνοψη: a. commodity, b. corresponds, c. convinced, d. field, e. research, f. manufacturer, g. survey, h. taste, i. carried out, j. be held, k. effective, l. practices.

Κριτήρια αξιολόγησης:

Κάθε ορισμός αντιστοιχεί σε ΜΙΑ λέξη/φράση αυτολεξεί από το κείμενο.

Συμπλήρωση προτάσεων με κατάλληλη λέξη

Ερώτηση: Complete the sentences with one of the following words: producer, marketer, manufacturer, salesman, clerk, assistant, businessman. a. If you don't have the necessary qualities to be successful in business, you are not much of a ... . b. He is the best ... we have ever had. He persuades our customers to buy every new product that comes on the market. c. A ... does not direct the actors, but has the general control of the money spent on a film or play. d. The shop was very busy and we hired an extra ... . e. The vacuum cleaner didn't work properly and they told me to send it back to the ... . f. A person who is employed to do general office work is usually called a ... . g. Before any commodity comes on the market, the ... should know if it corresponds to the public demand.

Απάντηση:

a. businessman
b. salesman
c. producer
d. assistant
e. manufacturer
f. clerk
g. marketer

Σύνοψη: a. businessman, b. salesman, c. producer, d. assistant, e. manufacturer, f. clerk, g. marketer.

Κριτήρια αξιολόγησης:

Κάθε λέξη της λίστας χρησιμοποιείται ΜΙΑ φορά.

Προθέσεις

Ερώτηση: Fill in the blanks with the right preposition. a. Any work done ... finding ... what kind ... goods consumers want, belongs ... the field ... the market research. b. A lot ... commodities come ... the market, but only a few correspond ... the public demand. c. There should be a further research ... the tastes ... the consumers. d. The consumer research is carried ... by means of consumer surveys and market tests. e. The choice ... the most effective ways ... advertising a product is made ... the advertising research. f. Market research, ... general, has helped market ... make great strides ... the improvement and marketability ... products.

Απάντηση:

a. for / out / of / to / of
b. of / onto / to
c. into / of
d. out
e. of / of / through
f. in / to / in / of

Σύνοψη: a. for...out...of...to...of, b. of...onto...to, c. into...of, d. out, e. of...of...through, f. in...to...in...of.

Κριτήρια αξιολόγησης:

Πάγιες εκφράσεις: find out, belong to, come onto the market, correspond to, carried out, in general, make strides in.

Ουσιαστικά επαγγέλματος (Who are the persons)

Ερώτηση: Who are the persons who deal with the following? a. producing b. advertising c. doing a research d. collecting e. consuming f. selling g. operating h. manufacturing

Απάντηση:

a. producing → producer
b. advertising → advertiser
c. doing a research → researcher
d. collecting → collector
e. consuming → consumer
f. selling → seller
g. operating → operator
h. manufacturing → manufacturer

Σύνοψη: a. producer, b. advertiser, c. researcher, d. collector, e. consumer, f. seller, g. operator, h. manufacturer.

Κριτήρια αξιολόγησης:

Κανόνας σχηματισμού: ρήμα + -er/-or για το πρόσωπο που κάνει τη δράση.

Μετατροπή προτάσεων σε παθητική φωνή

Ερώτηση: Rewrite the sentences using the new prompts. a. I shouldn't have convinced him to deal with market surveys. He ... b. He had collected the necessary information before he put the new product on the market. The necessary information ... before the new product ... c. He carried out an investigation into the cause of the product's failure. An investigation ... d. If we don't hurry, they will have sold everything by the time we get there. If we don't hurry, everything ... e. You could have solved your financial problems, if you had had a partner. Your financial problems ... f. Paul has chosen some very impressive and persuasive advertisements. Some very impressive and persuasive advertisements ...

Απάντηση:

a. He shouldn't have been convinced to deal with market surveys.
b. The necessary information had been collected before the new product was put on the market.
c. An investigation into the cause of the product's failure was carried out (by him).
d. If we don't hurry, everything will have been sold by the time we get there.
e. Your financial problems could have been solved, if you had had a partner.
f. Some very impressive and persuasive advertisements have been chosen by Paul.

Σύνοψη: (ενδεικτική) a. He shouldn't have been convinced to deal with market surveys. b. The necessary information had been collected before the new product was put on the market. c. An investigation into the cause of the product's failure was carried out. d. If we don't hurry, everything will have been sold by the time we get there. e. Your financial problems could have been solved, if you had had a partner. f. Some very impressive and persuasive advertisements have been chosen by Paul.

Κριτήρια αξιολόγησης:

Κάθε πρόταση μετατρέπεται από ενεργητική σε παθητική φωνή, διατηρώντας τον χρόνο του ρήματος.
Το 'by him/by Paul' μπορεί να παραλειφθεί όταν εννοείται εύκολα.

Επίθετο → Επίρρημα

Ερώτηση: Complete the table. Adjective → Adverb: dangerous, willing, various, possible, ... (→primarily), ... (→specially), sensible, effective, general, ... (→well).

Απάντηση:

dangerous → dangerously
willing → willingly
various → variously
possible → possibly
primary → primarily
special → specially
sensible → sensibly
effective → effectively
general → generally
good → well

Σύνοψη: dangerous/dangerously, willing/willingly, various/variously, possible/possibly, primary/primarily, special/specially, sensible/sensibly, effective/effectively, general/generally, good/well.

Κριτήρια αξιολόγησης:

Το 'well' είναι το ανώμαλο επίρρημα του επιθέτου 'good' (όχι 'goodly').

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