（The candidate chooses one topic and speaks about it for one minute.)A. Staff Managemen

&8226;Read the extract below from the annual report of a bed manufacturer.

&8226;In most of the lines (41-52) there is one extra word. It is either grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.

&8226;If a line is correct, write CORRECT on your Answer Sheet.

&8226;If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.

CHIEF EXECUTIVE’S REVIEW

The prime focus for management recently has been the integration into the Group of Damon Beds. This acquisition is very much greater part of our strategy to grow our

41 presence in the UK branded furniture market. We are neither convinced that

42 leveraging the proven brand management expertise of which we are proud is the

43 optimum route to continued and sustainable growth in shareholder value. Overall,

44 sales grew more quickly than 9%, to reach ￡125 million. This represents a small

45 increase in market share such as our strategy to build share in growing, added value

46 sectors gains momentum. Our established brands had another excellent year with

47 volumes and turnover at record levels. While we have increased capacity to cope with

48 significantly increased demand, boosted by the return to television advertising in early

49 last year. The purpose of the campaign is how to reinforce our position as the UK's

50 leading volume bed business by improving brand awareness still further on and, more

51 importantly, communicating to consumers regarding the message about the uniqueness

52 of the product and yet the benefits and reasons for choosing our beds. Early indications show that the campaign is already having the desired effect.

(41)

&8226;Read this text taken from an article about marketing.

&8226;Choose the best sentence from the opposite page to fill each of the gaps.

&8226;For each gap (9-14), mark one letter (A-H) on your Answer Sheet.

&8226;Do not use any letter more than once.

How effective is your marketing?

Gone are the days when companies had departments full of staff whose role nobody understood. Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses. And rightly so. But when it comes to marketing, what is effectiveness, how do you measure it, and why is its measurement so important?

Businesses are starting to recognise the key marketing questions. Are we providing the right products for the right people at the right price? Are our brands better than those of our competitors? (9) That's because marketing is not the fluffy stuff that can be axed when the going gets tough - it is the essence of business. So if marketing is important, it follows that it pays to know if yours is working.

The first stage in the process is understanding your current position. How successful is your brand today? What is your market share? You should equip yourself with some sound facts and figures on which to base your conclusions. (10) It could be simply to boost sales. You may want to reinforce your leadership in a market or trounce a competitive brand. Influencing future profitability, possibly by building a short-term brand share, may be a priority. A clear objective is essential.

But how do you know if your marketing is achieving your goals? (11) Their success is not just related to how many boxes leave the factory. Effectiveness may not be tangible. It may be financial, it may not. 'The brand' is an intangible asset, but it is now seen as an important one. Quantifying the value of an intangible asset is a difficult, but not impossible, task.

It is also necessary to evaluate both long-term effectiveness and the short-term outcomes of any campaign. (12) But the care of a brand is a marathon, not a sprint, and it is important not to lose sight of the long-term consequences.

Choosing the right measurement tools to evaluate a campaign is another important issue. (13) The accuracy they thus ensure should be consistent over time and correspond to the wider objectives of the business. Ultimately, marketing must deliver profit.

The essential debate should no longer be about the importance of marketing, but what we should do to measure its effectiveness, and what measures will ensure survival. (14) But to others it is likely to be a controversial issue - and one which can produce responses leading to widely different directions for their enterprises.

A Having done that, next comes establishing what it is that marketing activities should be achieving.

B Because of this, you may want to generate return on investment, perhaps by raising the quality of your brand.

C This shift in focus will be taken as read by the most successful businesses.

D Addressing such issues should mean that profits take care of themselves.

E Concerning the latter, it may be tempting to be seduced by efforts that yield quick results and satisfy investor pressure for immediate returns.

F These should be precise and based on empirical data.

G Good strategies are not necessarily linked to production or sales figures.

H Today we are all accountable and have to be able to demonstrate the value of our contribution to our businesses.

(9)

Task Sheet for Candidate A

Task Sheet 1

A: The management; how to treat your employees with TLC (Tender Loving Care)

B: Customer service: how to improve customer service

C: Leadership training; how failure paves the way to success

Task Sheet for Candidate B

Task Sheet 2

A: Staff management: how to keep good employees

B: Sales: how to increase your sales

C: Performance management: how strategic performance management is helping companies create business value

?Read the article below about how to set up shop on the Internet.

?For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.

SETTING UP SHOP ON THE INTERNET

If you want to set up shop on the Internet, the first thing you will need to get started is, quite simply, SOMETHING to sell. You will need to find a supplier (31) a large inventory of wholesale items. The products have to be at a low enough cost that you can make a large profit margin (32) re-sale. Plus you will need a large variety of items to cover a wide range of your customers' needs and preferences (33) will keep them coming back by offering new items. Next you will need a professional looking website that will give your company (34) well established look and make your customers enjoy (35) experience at your website and will create an environment in which they will want to make purchases. It is also a good idea to accept credit card payments. With the development of secured orders forms, the majority of Internet customers want the convenience to be able to pay (36) their credit card rather than mailing a check (37) money order.

And finally, you will need the marketing strategies that will effectively show you how to bring new customers to your site, and keep them coming back as repeat customers. (38) this point, the World Wide Web is clearly unstoppable. The amount of sales exceeded ＄ 10 billion dollars last year and is predicted to steadily increase each year (39) thousands of Internet users are jumping on-line daily and making their purchases. You can be set up to accept their orders and claim (40) share of this multi-billion dollar a year market.

(31)

&8226;Write a short report about business dinner manners.

&8226;Write 120-140 words on the separate answer paper provided.

Task Two - Experience at the fair

&8226;For questions 18-22, match the extracts with the experiences, listed A-H.

&8226;For each extract, choose the experience at the fair that each person mentions.

&8226;Write one letter (A-H) next to the number of the extract.

A thought of a way of cutting costs.

B was impressed by some publicity material.

C saw a new way of applying technology.

D was pleased by some sales figures.

E noticed some export opportunities.

F was impressed by a competitor's product.

G saw someone demonstrating an effective selling technique.

H I thought of ways of improving an important product we make.

Task Two--Summary of the news

?For questions 18-22, match the extracts with the summaries of the business news, listed A-H.

?For each extract, choose the summary reported.

?Write one letter (A-H) next to the number of the text.

A China and Russia are going to build hi-tech parks.

B The U.S, and China issued a joint statement on economic and financial issues.

C The Pan-Pearl River Delta region is willing to strengthen cooperation with the U. S. tourism players.

D Shanghai gets western gas that pumps through the huge West-to-East Natural Gas Pipeline.

E Shanghai Volkswagen Corporation plans to out the price of its car parts aiming to have more market share in China.

F China plans to build a third scientific research station on Antarctica during the 11th five-year-plan period.

G China plans to regulate fireworks industry.

H China strives to build the "remanufacturing' industry as one of its pillar manufacturing industries.

Today I will talk about some selling tactics. The following 3 simple selling tactics produce sales by responding to the way customers normally think and behave They work for any business—regardless of what you sell, how you sell or where you sell it.

1. Pay Attention to Getting Attention

Can you remember the last 3 advertising messages beamed at you? Can you remember even one of them? Most people can't, including your prospective customers. That's because they automatically ignore the steady stream of advertising directed at them. This illustrates a major obstacle you need to overcome before you can sell anything. You have to get your prospect's attention—and get it fast—or your sales message will be ignored. Here are 3 proven ways you can capture a prospect's attention quickly: Make a dramatic statement: Example: "Even, My Doctor Uses These Health Products"; Surprise your prospects with something unexpected: Example, "Try our service without charge for one month; why aren't you making six figures?" And I'd like to tell you a tip: Include attention getting headlines on all your web pages. Many visitors arrive at a web page then immediately click away—unless something instantly catches their attention.

2. Emphasize the Human Relationship Prospective customers are more receptive to buying from a real person than from an impersonal company. Look for ways to create a personal relationship with your prospective customers. For example:If you sell face to face, spend some time early in the selling process getting to know a little about your prospects and letting them get to know you. If you sell online or in some other ways where you don't talk with prospects, include some information about you in your presentation. What you say about yourself will have the greatest impact if it highlights why you are umquely qualified to provide what your customer wants. And there is a tip. Sell yourself to make prospective customers comfortable with the selling process. But sell your company and its history of producing results to make prospective customers confident of your ability to deliver what you promise.

3. Trigger Your Customer's Imagination Convert the benefits delivered by your product or service into vivid word pictures. Then put your prospect in the picture by dramatizing what it feels like to be enjoying those benefits. Be specific. If you sell financial products, describe what it feels like to enjoy an affluent living without debt. If you sell boats, describe what it feels like cutting through the waves with your friends onboard. If you promote a business opportunity, describe what it feels like to be at home working without a boss. And I'd like to introduce a tip. Be sure your word pictures are dramatizing benefits and not describing features. People don't really care about the new high-tech insulation used in their beverage cooler (a feature). They just want to be able to enjoy ice cold beverages all day long on a hot day (the benefit). These 3 selling tactics produce sales by responding to normal human behavior. Use them in your web pages, sales letters and personal presentations. The volume of business they produce will surprise you.

?You will hear a business presentation about 3 simple selling tactics.

?As you listen, for questions 1-12, complete the notes, using up to three words or a number.

?After you have listened once, replay the recording.

SELLING TACTICS

NOTES

Business Presentation

Pay Attention to Getting Attention

1．A major obstacle of selling things is that your sales message will be______.Three proven ways you can capture a prospect's attention quickly:

2．Make a______.

3．Surprise your prospects______.

4．Include attention getting headlines on all______.