Examen National du Brevet de Technicien Supérieur

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Session Mai 2015
Centre National de l'Evaluation et des Examens 1
Le Sujet
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Toutes les filières du BTS Commercial
Filière: (MT - PME - CG - TC - MC - GA) Durée: 2 Heures

Épreuve: La langue Anglaise Coefficient: 10

Brands or Products?
1. What makes a brand different from a product? In marketing terms, products
aren’t brands. Products are general, while brands are something unique. Brand
identity consists of far more than the physical product itself. It includes all the
psychological features that we have learnt to associate with it. Top brands form
a personal relationship with the consumers; that they’re able to make us feel
more confident, more powerful, healthier and happier. Brands are promises
and people buy what they believe in.

2. A brand has specific features which distinguish it from its competitors. For
example, Barbie was the first doll to look like a young woman, and the metal
rivet was the unique feature of Levi’s jeans. Both brands have numerous
imitators.

3. The people who say you needn’t worry about your competitors couldn’t be more
wrong. Competent managers have to know how to position, in relation to the
competition, in terms of factors like price and quality of the product. Managers
should relate the brand’s value in a meaningful way to the consumers they
have targeted. With worldwide brands this may mean changing your message
from country to country, or even within the one market. Coca-Cola produces a
version for Japan which is sweeter than the one sold in the US. The Japanese
prefer beef with a higher fat content, so McDonald’s was naturally obliged.
Ronald McDonald’s was even changed to Donald because the Japanese have
trouble saying “r”.

4. The product life cycle is a familiar one in marketing. A product is launched,

developed, goes through a period of growth, reaches maturity, declines and
eventually dies. A top brand should last if it is well managed. Brand managers
must be able to identify new segments of the market, particularly when
products have become mature. Nestlé and Kellogg’s, the famous breakfast
cereals manufacturers, have introduced a large number of variants to appeal to
different consumers.

5. So knowing what stage your branded product is at in this cycle may help you
decide when to launch a line extension or go for a relaunch with improvements
and “added-value” features. Newer versions of cars, for instance, will come with
air-conditioning as a standard feature, or they will have a facelift to modernize
the look even though what’s under the bonnet may stay the same.
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Examen National du Brevet de Technicien Supérieur - Session Mai 2015
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I-COMPREHENSION: 14 POINTS
A- Fill in this chart with information from paragraph 1 : 4 points
A product is different from a brand because
A product is A brand is
a) ……………………………………………………………………………………………………………………………… a)…………………………………………………………………………………………………………………………………………

b) ……………………………………………………………………………………………………………………………… b) …………………………………………………………………………………………………………………………………………

B- Are these statements true or false? Justify your answer. 2 points

1) Brand has the same characteristics as its competitors. ____________
……………………………………………………………………………………………………………………………………………………………………………………………..……………..

2) Managers are advised to adapt their brand’s value to consumer specificities. __________
……………………………………………………………………………………………………………………………………………………………………………………………..……………..

C- Answer these questions: 2 points

1) What makes the consumers believe in brands promises?
……………………………………………………………………………………………………………………………………………………………………………………………..……………..

2) For brand managers, how should a well managed brand last?

……………………………………………………………………………………………………………………………………………………………………………………………..…………….

D- What do the underlined words in the text refer to? 3 points

1) Both brands (parag.2): …………………………………………

2) they (parag.3):…………………………………………………..…

3) they ( parag. 5): …………………………………………………..

E. Find in the text words or phrases that mean the same as: 3 points
1) resemble (parag.2): ………………………………………………………………………………………………………………………………………………

2) producers (parag.4): ……………………………………………………………………………………………………………………………………………

3) introduce into the market(parag.5): ………………………………………………………………………………

II- LANGUAGE: 14 POINTS

A. Rewrite these sentences as suggested: 3 points
1. The company didn’t hire more staff because production decreased sharply.
- If ……………………………………………………………………………………………………………………………………………………………………………………………..…………….
2 . “Why did you take such a firm measure?”
- The journalist asked the company’s CEO ……………………………………………………………………………………..…………….
3. The company makes discounts on large orders.
- Discounts …………………………………………………………………………………………………………………………………………………………………………………
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Examen National du Brevet de Technicien Supérieur - Session Mai 2015
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B. Circle the correct answer: 2 points

1. The new company’s strategy seems to be the ever. ………………………………..…………..

a) better b) good c)best

2. It’s no use for the position. You won’t get it.
…………………………………..……..…..………….

a) to apply b) apply c) applying

C- Complete these sentences with the right words from the list: 5 points
project - loan - income - consumer - commission - negotiate - bankrupt
1- I got a from the bank to set up my own business.
………………………………..………….…………

2- A salesman is paid a on goods he sells.

………………………………..………….…………

3-The company went as it couldn’t pay back its creditors.

………………………………..………….…………

4-Customers should to get a discount on products they buy.

………………………………..………….…………

5-Tourism is a source of for our country.

………………………………..………….…………

D- Match the words with their definitions. Write letters next to the numbers:
4points
1- share. A- recruit. 1-----------
2- purchasing. B - general agreement. 2-----------
3- hire. C - buying. 3-----------
4- debt. D - part of value of a company that you may have. 4-----------
5- distribution. E - the delivery of products to end-users. 5-----------
6- consensus. F - name somebody for a job or responsibility. 6-----------
7- retailing. G - money owed by one person to another. 7-----------
8- appoint. H - selling in small quantities. 8-----------

III- COMMUNICATION: 12 POINTS

A. What would you say in these situations? 4 points
You did not receive your order in due time.
You: ( complain to the manager ) …………………………………………………………………………………………………………………………………………………………………………………….

Manager: ( apologises ) …………………………..………….…………………………………………..………….…………………………………………..………….………………………………..………….…………………………………

( suggests a new date of delivery ) …………………………..………….…………………………………………..………….…………………………………………..…………

You : ( disagree politely ) …………………………..………….…………………………………………..………….…………………………………………..………….…………………………………………………………….……

B.WRITING: 8 points

You are Amine Mrini, the CEO at GlobalNet. Because of the introduction of
new sophisticated machinery, some workers might face redundancy. Write a
memo to all the staff to explain to them the situation and to warn them about
possible dismissals in case they don’t meet the following requirements:
- High tech knowledge
- Continuous training
- Being ready to work under pressure
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Examen National du Brevet de Technicien Supérieur - Session Mai 2015
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