first insights into business ocr (835550), страница 29
Текст из файла (страница 29)
I think they ought to use asoft-sell approach.BW: I agree. I really don't like thehard sell. You know, I also think thatthings like children's car seats andcar phones should be available asstandard.AB: Yes definitely, why don't theyfit car phones in all new cars?Women on their own feel muchsafer with a phone in the car.BW: And they should change theadverts too, I think.AB: Yes, I think there should be lotsof product information in adverts.They ought to tell us about thingslike petrol consumption and safetyfeatures.BW: I hate these adverts justshowing us fast cars in exoticlocations.AB: Me too.4.s ListeningInt = Interviewer M = ManagerInt: Why do you thinktroubleshooting, or solvingproblems, is so important inbusiness?M: Well these days, erm, business isextremely competitive and it'scompetitive in terms of time and interms of money. Whenever acompany tries to compete withanother company, it tries to get anew product out quickly and it triesto do it without spending too muchmoney.
Problems, when they arise,cost money and they waste time.Int: And, are there any particularareas which are typical troublespots?M: Starting at the very beginningof a project, quite often peopledon't plan effectively. You can neverplan early enough, especially in alarge and complex project. Part ofthat planning involves making surethat everybody on the projectunderstands his or her role; and thatthe objectives of the project areregularly reviewed, so thateverybody understands how theproject is going to meet the needsof the market, and whether it is stillrelevant.Int: And do you think that, ermeveryone has a role introubleshooting and anticipatingproblems, or do you see it as only amanagerial skill?M: I think it can quite oftenhappen that managers start aproject, think it's going very well,walk away from it and then are verysurprised six months later when it'sgoing wrong.
Er, everybody, atwhatever level, should make surethat they ask the right questions,and indeed try to, as you say,anticipate problems and raise thoseproblems with their managers andwith their colleagues at regularreview intervals.Int: Do you have any other tips forsolving problems?M: It's very important that aproject team communicates wellwithin itself and also to peopleoutside the team.
You should try tohave a democratic spirit in a project,allowing people to speak openly, toask questions and to feel that theyown the project as much as themanagers or the client may do.Int: What's the one most importantstrategy to avoid problems?M: In my opinion, in order to avoidproblems happening you should berealistic. You should be realistic inthe number of people working onthe project, the cost of the projectand the size of the project. Whenyou put pressure on a projectbecause you don't have enoughpeople working on it, or you arespending too much money, youcreate problems. Pressure meansproblems, so to avoid problems,reduce the pressure.U N IT 5C o m p a n y H is to r y5 .2Lead-inIn 1894 Michael Marks and TomSpencer formed a partnership.In 1928 they registered the StMichael trademark.In 1930 the company opened theMarble Arch store on Oxford Streetin London.In 1931 they introduced cannedgoods such as tomato soup.In 1975 Marks and Spencer openedstores in Paris and Brussels.In 1988 they opened two stores inHong Kong.In 1997 they won the Queen'saward for Export Achievement forthe fifth time.5.5 Language PracticeInt = InterviewerFW = Faith WalkerInt: When did you buy your firstpair of Doc Martens?FW: When I was 24 - that was in1987.Int: How much did they cost then?FW: Erm, at that time they cost£25.00.Int: Where did you buy them?FW: I bought them in London, inOxford Street.Int: What colour were they?FW: They were cherry red.Int: Why did you choose DocMartens?FW: Well, because they were veryfashionable in the 80s and I likedthe style.Int: Do you still wear Doc Martens?167167T a p e s c rip tsFW: Yes, I still like the style.5.6 Listening5.6a Pat Woodgate: Hello.
I'mgoing to talk to you today aboutthe key developments in the historyof the company I work for and thentell you about the company'scurrent position.I am based in the Loss ControlDepartment of Zurich Municipalwhich is part of the Zurich FinancialServices Croup. Zurich Municipal isa strategic business unit dealingsolely with the public sector, e.g.local government, national healthtrusts, etc.The company began its historywhen Zurich Insurance Companywas founded 125 years ago inZurich, Switzerland under the nameof Versicherungs-Verein, orInsurance Association.5.6b They started business in May1873, initially providing reinsurance - that is where theyprovide insurance cover to otherinsurance companies so that the riskis distributed throughout themarket. They quickly entered intothe field of accident insurances andobtained licences to conductbusiness in other Europeancountries in 1875.In 1922 the Zurich InsuranceCompany opened for business inthe UK, with London-basedheadquarters.
After many years ofincreased growth, in 1993 they tookover the business of MunicipalMutual Insurance, who were theprevious market leaders in providinginsurance to the public sector.In September 1998 the ZurichInsurance Company merged withBritish American Financial Services,that is the financial servicesoperation of British AmericanTobacco Industries, thus formingZurich Financial Services Croup.The group now has over 68,000employees and over 30 millioncustomers in over 50 countries. It isone of the ten largest companiesworld-wide, offering insurance andasset management.U nit 6 R e ta ilin g6.3 ListeningInt = InterviewerSR = Sarah RochfordInt: How often do you visit an IKEAstore?SR: I probably visit the store abouttwice a year.
I keep the ermcatalogue at home and lookthrough that during the year, andthen make a visit about twice ayear.Int: What do you think of theirproducts?SR: I think they have a very goodrange of products, erm I'mimpressed with the quality of them;you get good quality for the pricethat you pay, and additionally Ithink that most of the products areenvironmentally sound.Int: How about the stores - do youlike them?SR: Well, it's nice to try out theproducts, to be able to see themand try them out, and the layout ofthe store is very nice, erm they dohave a good selection of householdaccessories in the Marketplace ermand it's very easy for people withchildren - they have a playroomand pushchairs and suchlike.Int: What type of things do youbuy at IKEA?SR: Well, I usually buy functionalitems such as bookcases and lampsand things like that, and thensometimes I buy textiles and bedlinen.Int: Are there any aspects ofshopping at IKEA that you don'tlike?SR: Oh there are! erm it can bevery crowded because it's a popularstore, you can get a lot of people.This results often in very longqueues at the checkouts; you canwait for quite a long time to pay foryour goods, so that's my mainproblem with shopping there.Int: So are you planning another168168trip to IKEA?SR: Yes, I expect so.
I'll probablygo again in January for the sales.6.4 Language Focus Two1 I prefer sales assistants who letme look round by myself.2 I think it's important to have3456packaging that clearly shows theingredients.Because of the children I needshops which have car parks.I like shops that offer a widevariety of goods.I like shopping malls where all myfavourite shops are in one place.I don't like door-to-door salespeople who put you underpressure and try to sell you thingsyou don't want.Business Communication6.5 Through the switchboardConversation 1A: Good morning, DuntonAssociates.B: Oh hello, could I speak toAmanda Holt, please?A: just one moment.I’m afraid Ms Holt's line is busy.B: Could you put me through toher secretary?A: Just one moment.
I'm afraidthat line is busy, too. I can put youthrough to the message desk, if youlike.B: No thanks, I'll call back later.A: Thank you. Goodbye.Conversation 2A: Smith, Thomas & Manton.B: Could you put me through toBarry Smith, please?A: It's ringing for you.C: Hello, Barry Smith speaking.B: Hello Mr Smith, it's MelanieGrant here.C: Hello, Ms Grant.6.6 Direct LineConversation 1A: Hello, Joanna Courts. How may Ihelp you?B: Hello. This is Chris Parry.
Could Ispeak to Pat Summers, please?A: I'm afraid she's out of the officeat the moment. Can I get her to callTapescriptsyou?В: Yes, please.A: Can you give me your number?B: 03071 888935.And, I'm sorry, your name again?B: Chris Parry.A: OK Ms Parry, I'll ask her to callyou.B: Thank you.A: Thank you. Goodbye.B: Goodbye.Conversation 2A: Hello, Pat Summers.B: Oh, hello Pat. It's Chris Parryhere.A: Hello, Chris. How are you?B: Fine thanks...Unit 7 P ro d u c ts7.2 Lead-inSalesperson: We are proud topresent this important new additionto our range. It comes with activespeakers and its great new coloursare stylish and fashionable.
As wellas the speakers, we offer you all thefeatures you normally expect - thishi-spec product has a 22 -trackprogrammable memory, randomplay and more. We think you'll find£79.99 is an amazing price, andwe're sure you'll be keen to orderyour personal player right away.7.6 ListeningInt = InterviewerVA = Verena AdamsInt: Verena, how important isadvertising in selling products?VA: Well, it's an importantmarketing tool, and it works in anumber of different ways.Int: What are some of the ways itcan work?VA: Advertising can inform orpersuade or remind or motivate;obviously the type of ad dependson the product.Int: Oh, I see, but could you giveus an example?VA: Well, erm, for example - a lowcost, erm low cost fast movingconsumer goods, erm like chocolatebars or soft drinks, erm are going tobe advertised differently fromconsumer durables like televisions orwashing machines. You'd advertiseTango differently from the wayyou'd advertise a car.Int: Right, so how would a Tangoadvertisement work?VA: Well, Tango's a fizzy drink, anorange fizzy drink in a can, erm, soit's aimed at the teenage market.You'd go for eye-catching,attention-getting advertising; you'dtry to create a modern brandimage.Int: Uh, huVA: Erm, television ads which werecreated, erm, had a very crazy,funny, colourful campaign, ermaimed to motivate the teenagemarket to buy; and they were verysuccessful.Int: I see.
![](https://s.studizba.com/z.php?f=/templates/si/i/noavatar.png&w=100&h=100&t=1"){kind=avatar}
