Question 1？You are Marketing Manager for a Shanghai beer company. You have been asked to w

market survey about service provision at a leisure centre.

&8226;Using the information from the chart, write a short report about the results of the market survey, describing customer reactions to the services provided.

&8226;Write 120--140 words.

Answer ONE of the questions 2, 3, or 4 below.

1. &8226;You have just completed a six-week period working at a different branch of your company. The head of department you normally work for has asked you to prepare a report evaluating the usefulness of the experience.

&8226;Write the report, including the following information:

&8226;what your duties involved

&8226;the benefits and drawbacks of the experience

&8226;advice for colleagues preparing for a similar experience.

&8226;Write 200-250 words on a separate sheet.

2. &8226;The Human Resources Director of the company you work for is keen to improve the way in which the company recruits new staff, and has asked you to propose an improvement.

&8226;Write a proposal for the Director, including the following information:

&8226;the problems caused by the current system of recruitment

&8226;your idea for a new method

&8226;the likely benefits of the new method

&8226;any possible disadvantages of the new method.

&8226;Write 200-250 words on a separate sheet.

3. &8226;The company you work for is currently investing heavily in systems to 'improve the quality of its products.

&8226;Write a letter to your key customers explaining:

&8226;why this decision has been taken

&8226;what changes will be made within your company

&8226;how customers will benefit from these changes.

&8226;Write 200-250 words on a separate sheet.

Manager Selecting

Your company needs to select a new manager for a new branch in another city. You have been asked to submit ideas on how to select the right person and make this new position attractive.

Discuss, and decide together

&8226;What qualities a new manager should have

?What types of financial incentives the company could offer to a new manager

Task Sheet for Candidate A

Task Sheet 1

A: Business ethics: the importance of having principles of right or good behavior. in business

B: Personal management: how to manage employees effectively

C: Cultural research: the importance of knowing cultural changes in business

Task Sheet for Candidate B

Task Sheet 2

A: Management communication: how to improve communications effectively as a manager

B: Marketing strategies: the factors influencing and determining the designing of marketing plan

C: International contracts: issues affecting commercial transactions conducted between people from different countries

c and is- sued shares on the stock exchange. Both companies were eventually bought back by their previous owners.

?Using the information from the graphs, write a short report describing the general movement of the share prices end comparing the performance of the two companies between the. issue date and the buy- back date.

?Write 120—140 words on your Answer Sheet.

?Read the article below about job outlook of financial managers.

?Choose the best sentence from the opposite page to fill each of the gaps.

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

?Do not use any letter more than once.

Job Outlook of Financial Managers

Employment of financial managers is expected to grow about as fast as the average for all occupations through 2012. Growth is expected to be steady and will increase in line with the growth of the economy as a whole. However, jobseekers are likely to face keen competition for jobs, as the number of job openings is expected to be less than the number of applicants Candidates with expertise in accounting and finance, particularly those with a master's degree, should enjoy the best job prospects. Strong computer skills and knowledge of international finance are important; so are excellent communication skills, because financial management jobs involve working on strategic planning teams.

(9) Over the short term, employment in this occupation is negatively impacted by economic downturns, during which companies are more likely to close departments, or even go out of business- decreasing the need for financial managers. Mergers, acquisitions, and corporate downsizing also are likely to adversely affect employment of financial managers. (10)

The banking industry, which employs more than I out of 10 financial managers, will continue to consolidate, although at a slower rate than in previous years. In spite of this trend, employment of bank branch managers is expected to increase as banks begin to refocus on the importance of their existing branches and as new branches are created to service a growing population. As banks expand the range of products and services they offer to include insurance and investment products, branch managers with knowledge in these areas will be needed. (11)

Despite the current downturn in the securities and commodities industry, the long-run prospects for financial managers in that industry should be favorable, as more will be needed to handle increasingly complex financial transactions and manage a growing amount of investments. (12) Risk managers, who assess risks for insurance and investment purposes, also will be in demand.

Some companies may hire financial managers on a temporary basis, to see the organization through a short-term crisis or to offer suggestions for boosting profits. Other companies may contract out all accounting and financial operations. (13)

Computer technology has reduced the time and staff required to produce financial reports. (14) Financial managers who are familiar with computer software that can assist them in this role will be needed.

A Financial managers also will be needed to handle mergers and acquisitions, raise capital, and assess global financial transactions.

B In fact, jobseekers who are experienced in this field will have a good prospect.

C However, jobseekers are likely to face keen competition for jobs, as the number of job openings is expected to be less than the number of applicants.

D As the economy expands, job growth for financial managers will stem from both the expansion of established companies and from the creation of new businesses.

E However, the growing need for financial expertise as the economy expands will ensure job growth over the next decade.

F As a result, forecasting earnings, profits, and costs, and generating ideas and creative ways to increase profitability will become a major role of corporate financial managers over the next decade.

G As a result, candidates who are licensed to sell insurance or securi

Task Sheet：

A：Time Management：the impotance of prioritizing tasks of work

B：Recruitment：how to select competent applicants

C：Customer Relations：how to deal with customer complaints effectively

?Read this text taken from an article about Marketing Communications.

?Choose the best sentence to fill each of the gaps.

?For each gap 9—14, mark one letter (A—H) on your Answer Sheet.

?Do not use any letter more than once.

Many management writers have discussed the idea of satisfying customers’ needs and wants. H Despite the vast amount of information available on customers, finding out exactly what they require is a challenge that certain companies, such as Sainsbury's and Marks and Spencer, have found extraordinarily difficult to meet. (9) . In a report written by the research company Business Intelligence,50% of companies felt that their marketing communications were ineffective and 85 % said that any attempt to gain customer loyalty failed.

The two extremes of marketing can be summarized by looking at the difference between the East and the West. (10) . Biros, socks, Light bulbs—if it can be made and distributed then there is a market. In the prosperous West, it is the other extreme. Such is the attraction of profit that the marketing specialists are competing with some incredibly sophisticated advertising for some rather simple products! (11) . The Internet is also adding another dimension to the marketing process as is the growing resistance to subtle, clever advertising, which seems to have lost its edge in the marketplace.

Out of this turmoil there has evolved another definition of marketing known as customer relationship marketing(CRM). Customers are much less loyal than they used to be and can afford to chop and change. (12) .

Microsoft did this by reorganizing the business around the customer, splitting itself into four new divisions which focus on the customer. (13) . The call centers are likely to form. the basis of the future of marketing, although there is little evidence that they will work. (14) .

A The choice is seemingly endless, with a typical superstore stocking between 20,000 and 25,000 different lines totaling between two and four million products per store.

B In the spring of 1999,both companies announced heavy falls in profit largely due to their inability to listen to and respond to the customer.

C Consumers also dislike the synthesized voice which asks you to press certain numbers on the keypad, depending on the service required.

D Although there will always be a place and function for marketing, it is unclear whether the traditional product or brand manager will still have a job in the twenty-first century, having been replaced by customer relations managers on the end of a telephone.

E In Russia, if there is a queue, you are advised to join as it means a manufacturer has actually produced something, regardless of whether there is a specific need.

F Some companies now have customer call centers which are set up with the sole objective of handling complaint, Inquiries and after sales service.

G It is estimated that winning over a new customer can cost up to five times as much as keeping a customer, so a new definition of marketing has evolved which is identifying, attracting and retaining the most valuable customers to sustain profitable growth.

H Although the two are different, companies spend billions of pounds on market research with a view to targeting the potential customer in a more precise way.

(9)