El complete each space in the article with the best word (a, b, cor d). To create the right marketing......iX...2, businesses have to meet a number of, conditions. First of all, the product has to have the right... , For example, it must look ‘good and work well, Secondly, the... 2 must be right. IFyou hope to make a good profit, you want consumers to buy in large numbers. Then, the goods must be in the right place at the right time, so you have to make sure that the goods arrive when and where they are wanted. To this end, accessing the right ban “channels is crucial. Finally, the: -ssssses2 group needs to be made aware of the existence and availability of the product through ... ss. SO you need to decide where and when you can get across your marketing messages to your target market. Besides, you also need to ask yourself how you will reach YOU ......ee.esseux7 FOr example, You can get your marketing .........---- actoss by advertising in the press, on TV, on the Internet or on billboards. 1a) strategy b) plan © mix d) profile 2 a) portfolio b) features ©) extension d) base 3 a) retail b) identity ©) wholesale 4) price 4 a) distribution —_—_b) exporter ©) survey 4) focus 5 a) USP b) target © swor d) wholesaler 6 a) discount b) sample ©) promotion —d)_ questionnaire 7 a) profile b) audience ©) strategy d) ‘retailer 8 a) plans b) offers ©) samples d) messagesGlobalisation has affected marketing strategies in many ways, Inthe pas, For example, how to enter a market tended to be the main question. ‘Today, by the contrast, international marketers ask themselves whether itis better to standardise orto adapt a product acros diferent markets. Finding the right intemational mix ithas become one of the Key questions, and answers vary greatly from a company to company and from product to product. Coet-Col, for example, has customised its soft drinks to every market. It is well known fact that Coke in Indonesia tastes lot different from Coke in the UK. Such a strategy is in stark contrat to Rolex’s, Indeed, Rolex uses the same advertising message, and positions its watches in the same way in the world over. Other companies strike a ‘compromise between customising and standardising, and opt for a midale-of-the ‘wad strategy, Car manufacturers, for example, cannot atford them to design a separate car for each market. However, they do need to think ofa country-specific Uiferentiating features, as consumer tastes vary enormously from one country to FT ‘another, [lead the passage below about giving presentations. in each line 1-8 there is one wrong word. PVauesunn For each line, underline the wrong word inthe text, and write the correct word in the space provided. tis probably tue that the most effective presenters have all developed their own special way of caprivating their audience Having said that, they ofien have a number of common feature, Like all ood ‘communicators, they are aware that chere audience is just as important as what they have to say. Therefore, they tried to find out how much ther listener already know about the topic, and about thei attitude fori. Whenever possible, good presenters also arrive 10 or 15 minutes before their talking is due to start. This gives them plenty of ime not ontyto prepare ther notes and check the equipments but aso to chat to the participants as they come in. By create a relaxed atmosphere, they can easly establish rapport for the audience, And good rapport, as many presenters wil tell you, is half the bate ean awe unn features,Read the excerpt below about the chances of success of executives sent abroad to work, In each line 1-9 there is one wrong word. For each line, underline the wrong word in the text and write the correct word in the space provided. ‘UK companies have failed in the past to prepare their staff in key areas before sending them abroad. What's new is what they are starting to paying attention to it. Previously, the definition of a successful assignments was that the jobholder didn't quit early, but now companies are waking up on the fact that assignments are not necessarily succeed just because the person stays abroad for the allotted period. While 89 per cents of companies formally assessment a candidate's job skills prior to a foreign posting, less then half go through the same process for cultural suitability Even few gauge whether the family will cope. , une waneHerzberg’s Theory of Job Satisfacti Frederick Irving Herzberg (1923-2000) was a ‘management professor atthe University of Utah, ‘known internationally for his work on helping ‘companies understand how to motivate workers ‘and increase productivity. He is known for his “Motivation-Hygiene Theory". According to Herzberg five factors increase job satisfaction and statt motivation to perform: 1 Achievement ie.asense of. 2esemelithment, or pride whenever a demanding task ie # out sucesslly (One way managers can contribute otis is by ‘encouraging employees to set clea, realistic professional goals for themselves. 2 Recognition iethenn ‘forts, oF contributions ? ofan individual’ r group's genuinely positive performance. ‘evise a judicious system of. housing allowances or extra holidays. 3 Challenging Work For work tbe. $, here must be tasks that are challenging or eotivatin, Just as each Inividual prefers some tasks to others, each ins some tasks more challenging than others. 44 Responsibility When staff fel responsible and 2 for their own work, and when they are somehow involved inthe decision-making process, tei Job saistaction ‘Managers can gradually increase staff and decision making a hey gain expertise ‘Growth and Development Everyone needs to continue to develop personaly an professionally onthe job. When there are li “opportunities for ? and development, ‘motivation decreases. Limployees may commit energy to other aspects ofthe personal lives, seek other cmployment oF out ‘Managers can advocate educational or special raining, evn fo staff, and encourage them tend taining programmes and conferences, 1 @) inspiration) remuneration oceeenieet? 4) astonishment 2 a) carted 2) broken ©) brought ©) pulled 3a) reward ') congratulation) prize acknowledgement 4) examination —b) evaluation —_@) testing 4) interrogation 5 a) perks 8) commissions) praise @ loyalty 6 a) satisfying) fulfilled 0 completed © retaining 7a) mature 1) accountable «mindful © comfortable & a) dependence) autonomy) separateness) liberty 9a) rise 1) increase ©) growth @ raise 10 a) break ») run 9 fie 4) burn 11a) absence ») period 0 leave @ termRead this short text about health and safety in the workplace. in most of the lines 1-10 there is one extra word which does not fit. Some lines, however, are correct. Ifa line is correct, put a tick (7) on the appropriate line. Ifthere isan extra word in the line, write that word in the space provided. Implementing a systematic approach to workplace safety will require a for a cultural change in many organizations and within the safety profession. All organizations they need to nurture a ‘safety culture’. ‘Company policy and workstation practice must dictate that safety be tolerate a potentially disabling or life-threatening risk in the name of cost-cutting, productivity or any other a priority Safety and health considerations must be with an integral part of the i 2 3 4 core never takes in a back seat to other interests. No one should. 5 aa 6 7 8 9 operating policies of every organization. The consequences are too expensive when the health and safety are seen as secondary. 10 cocceccssseeeTIVE LEADERSHIP fact, research on parenting provides expect you todo as you were told, very ‘results, whereas a ‘coaching’ one might and there seems tbe a theory to simply make a suggestion, every opinion. In the though, the parenting or leadership, thet ‘majority of parents work things out course to know which style to adopt for themselves trough a process of when. and unfortunately rescarch is : teal and oo ‘not very useful in this respect. “Jonectively, in the same But what about leadership? ‘Sot seems that for both parents and vee patetsnecent_Difleent styles have ben identified: leaders itis back to al and ror es fe" democratic, coercive, coaching, and... 418) Although 1) Gloweve) © But & Despite 2) photo ) picture ©) scene 8) sketch 3 a) imagine 1) cttcise © think 4) wonder ‘4 a) contradictory) antagonistic) consistent) anticipated 5 a) adopt ») suit ©) adapt change 6 8) final ) summary © conclusion) end 7 a) fallue aut 9 enor 4) stake 88) Whether As on @ since 9 a) gut ®) ver ©) stomach) heartSources of finance What do you need o consider when choosing the source of new business nance? [Akey coaideration sto sik a balance between .€4U#fY. and debt o ensure the funding structure suits the business. “The main diferences between borrowed money (deb) and equity ae tat, with debt bankers request 2 payments and capital repayments. and the borrowed money is usually secured on business assets ofthe personal assets ofthe. 3 and/or directors. A bank also has the power to place a business into or bankruptey if it. sessene8 ON debt interest or repayments or its prospects decline. In contrast, investors take the risk of failure like other shareholders, whilst they will benefit from parcpation in increasing levels f ....--nsens? and on the eventual sale of their equity ‘The overall objective in raising finance for a company is o avoid exposing the business to excessively high borrowings, but without unnecessarily diluting the........evo? capital, This will ensure thatthe financial risk ofthe company is kept at an optimal level. Downloaded by YEN PHAM HUYNH (yenpham 3121 1026963@st ueh eduvn) UNIT9 *» RAISING FINANCE 1 a) stake b) equity capital 2 a) interest 4) loan 8. cashflow 3. a) creditors ) shareholders bankers 4 a) registration b) accreditation administration 5 a) depends b) deposits defaults 6 a) equity ) stake 2 venture i 7 a) assets ) profits 8 funds : 8 a) mortgage b) loan stake { 9 a) share b) rate © asset j iEditing Read this short text about European tax havens. In most of the lines 115 there is one extra word which does not fit. Some ines, however, are correct. Ia line is correct, puta tick (¥’) on the appropriate line If there is an extra word in the line, write that word in the space provided ‘Banks and other financial institutions with offshore bases in low-tax terttores have ‘begun writing to their clients for making them aware of a ltle-publicised European Union savings directive, expected to come into force in Jul. ‘Under the directive, financial institutions and in EU member states wil be required tohand over to the relevant tax authority an information about savings income received by EU individuals not resident inthe country where the account is held ‘The information will be handed to the tax authority where the account of holder is resident even so tha ic can be compared with what las been declared on theif domestic ax returns. Payments affected include interest on bonds, savings of certificates, term deposits, ‘current accounts and savings accounts. Other types of income, including company dividends, pensions and rent are not considered tobe the savings income. ‘The Inland Revenue says the directive - which may only applies to individuals and ‘ot companies and most trusts — will have any little impact on those who legitimately declare their savings income received outside the UK.CUSTOMER SERVICE ‘The way a company approaches customer service is one of the most impo determining its future success or failure. i No matter what a company does, itis always in the business of ding. ‘customer service. If you take a look at companies that are not doing well or have gone ---e--2,one of their common features is their inability to deliver reliable and efficient customer scrvice, All successful companies, on the other hand, understand and deliver what their customers want and strongly believe in the value of customer service Ueaining for management and .. > employees. Companies which fail to view customer service training as an likely to remain in business only if they manage to keep a large number of first-time consumers. Moreover, they wll probably end up losing marke. Sand experiencing a $n profits unless they keep introducing new products and spending massively ..... advertising. Successful companies, however, are the ones which have grasped that in today's extremely competitive marketplace, being good is just not good enough anymore. Customers have become much more ind expect nothing less than 7. ? in customer service. ‘One ofthe keys to success is fora company to develop efficent means of communication between management and employees. This invariably has a direct positive effect on the customer. As a matter of fact, a company which is good to work for is usually one which is good to... "© business with. int Factors in 1 2) Groviding) b) giving 0 selling 4) caring 2 a) away b) over 0 under @) across 3° a) shopfloor ——b)_ foreground) frontline 4) workshop 4 a) earning b) expenditure interest 4) investment 5 a) share b) demand © niche d) place 6 a) tise b) drop 9 level @) plateau 7 a) in b) for over don 8 8) awkward b) requested) complex @) demanding 9 a) excellence b) goodness OQ quality 4) expertise 10 a) deal b) do ©) make d) workLY Read this short text about demanding customers. In most of the lines 114 there is one extra word which does not fit. Some lines, however, are correct. Ifa line is correct, put a tick (V’) in the space provided. IF there is an extra word in the fine, write that word in the space. Demanding customers are certainly not new. What is new is their increasing numbers. Tecan be argued that, toa large extent, itis the explosion in the number of people using the Intemet which has been a primarily responsible for increased customer frustracion. It seems that if the speed of the Internet, and the number of cel phones, websites, and so on and have increased customer expectations. And when their expectations are not met, customers become quite demanding, ‘What do customers will expect? Customers expect e-mails to be answered in a matter of hours, not for days. Very often, they expect to be able to find the answers to their questions on a company websites, Moreover, they must also expect to be able to talk to alive customer service tep or when they want to, and generally would like their problems to be resolved as quickly. ‘One thing itis certain: companies that want to survive in the future «will have to address these issues quickly.[EX complete each space in the article with the best word (a, b, cor d). a) a) a) a) a) a) a) wear avrune a) 10 a) expert committed mark risks resulted divided profit concealed cadre ai STRATEGIC ALLIANCES /Ascompanies ry i eted ter ach, har rhs reduce cots, uy f her ide ton tga lines Coder hat sich alan ote fal nt may wonder tet this is dein pat toa poor understanding of the management. SRI reve to make hem work. ‘ecordng oa cen! opotallnce manages have tobe ipa They st ot ve feely ‘ eooe company >The must be able tolerate dren asf cing hing a theo ce be ling tke and hing happen, “The epor ois out hat the chalenges Py lances ae erent fren eget ecu they a8 emporio, owner and hve fe sswetures and ile hierarchy Furthermore, many alliances are between pastor present competitors, soit is crucial to build ?. Accessibility, face-to-face contact and personal example are needed, and there is no pace for * agendas Itis also vital to know how to develop &......s.12 of employees, both specialists and managers, who are capable of working in various complex yet temporary Alignments. This, acconding tothe report, wil become a key source of competitive ») science 4) capability b) determined — ¢)_ indebted d) destined b) name 9 make 4) brand b) stakes ©) shares d) levels b) posed <) made 4) caused b) joined ©) shared @) split b) energy oO tust 4) venture b) invisible Q disguised —d)_hidden b) batch ©) frame 4) party b) force © advantage —d)-_-valueRead this short text about mergers. Editing’ In most ofthe lines 1-14 there is one extra word which does nat fit Some tines, however, are correct. Ifa tne is correct, puta tick (¥) on the appropriate line. If there is an extra word in the line, wite that word inthe space provided. ‘Why do so many merger fai? Many consultants refer to how ite time company penn before a nenge inking abu whee ea ‘orgmisaons are compauble. The benefits of merger are usual couched down in financial tems: cost savings can be made or the two sides have complementary businesses that wil allow them to increase up revenues. Merges are about compa, which it means agecing whese values wl prevail and who wil be the dominant partner So tis no an accident tha managers as wel as journalists reach fora mantage metaphors in describing them. Merging their companies are sad 0‘ the knot When merges are called ofthe rwo companies fll. ‘make it up the ssl’ or their eationship remains very “unconsummated. Ye the metaphor fais to convey over the scale of risk companies un when they launch aequstions or merger. Even in counties withthe high divorce rates, mariages havea beter success ad rate than megs.