first insights into business ocr (835550), страница 30
Текст из файла (страница 30)
How about advertising acar?VA: Well for a car you're into adifferent product sector, erm, and adifferent target audience. You'retrying to persuade that market tospend a lot of money, so you'd gofor press ads, with lots of copy details of the models and the pricesand the features and all that kind ofthing - and you'd probably back itup with a television campaign toshow the cars in action.Int: Who decides, then, whoactually decides which sort of mediato use?VA: Erm, well, advertisers go fordifferent mixes of media, erm butbasically it's the advertising agencywho makes the choices; the agencyis the link between themanufacturer of the product andthe public, and erm, they create abrief of the different, of the mostsue...
most useful kinds of media touse.Int: What do you think makes agood advertisement, then?VA: In my opinion, a goodadvertisement always concentrateson the product.7.7 Business CommunicationDo you have friends and family youwould like to see more often? When■you phone colleagues would youlike to see their faces? The ViaTVDesktop videophone means thatyou can!As you can see it's small and elegantand ideal for the office or for thehome or for business trips.It's very easy to set up. All you needis a touch-tone phone. You don'tneed a computer and you don'tneed any special software.
It's alsovery easy to use; it's as easy asmaking a normal telephone call.The ViaTV Desktop video phone hasmany features. Firstly, it has fullcolour motion video which meansyou can see the other person'sgestures and changes of expression.The picture quality is excellent andthe adjustable picture setting meansyou can change to 'sharp' mode toget a fantastically clear image. This,of course, is just ideal for viewingdesigns or documents.
The audioquality is exactly the same as anormal telephone call.In addition, the Via Desktop Videophone also has a preview mode sothat you can check what you looklike before the other person seesyou! And finally, the privacy mode isan important feature. You can use itto block the image but keep voiceconnection.Now, of course, just as with anymeans of communication, faxmachines or e-mail for example,each party needs to have a set. Wehave a special offer on at themoment, so now is the time to buythe ViaTV Desktop phone. Putyourself in the picture.U nit 8 P e o p le8 .2 Language Focus OnePT = Philippa TaylorDC = Dan GoldmanPT: Right, Dan. You know that theaim of this performance appraisal isto look at how you're doing and toidentify any areas where you needto make some changes.So, what's your assessment? Howare you getting on?DG: Pretty good, I guess.
I'm really169169T a p e s c rip tsenjoying the work here.PT: That's good to hear. Is thereanything you're particularly pleasedwith?DC: Erm, yeah. I was very pleasedwith the way things went on theSilverton project. It was a greatteam - really motivating to workwith them, and to learn from them.PT: Good, yes, I think you workedreally well on that project ....PT: OK. So now are there anyaspects of the job where you thinkthere is room for improvement?DC: Well I'm still having somedifficulties with my timemanagement.PT: Why do you think that is?DG: I guess I'm a bit too optimisticabout how much I can do in a day!But I really do want to get better atorganising my time.PT: OK. So what are you going todo about that?DC: Well, I'm going to try toprioritise more, to deal with thethings that are really important.I'm also going to set myself morerealistic deadlines.PT: Good, OK, that soundssensible.DC: And, I've finally got a place ona time management course and I'mdoing that next month.PT: Excellent.
Who's running it thistime?DC: It's Scott Henman.PT: Oh, he's good. I think that willbe very useful.8.s ListeningInt = InterviewerML = Morna LawsonInt: Can you tell me what givesyou satisfaction in your job?ML: Well, there's different thingsreally, er obviously salary isimportant, status is important - Iwant to be respected for what I do- erm but most importantly I can'tbear being bored, with routines, so Iwant the freedom to develop myrole really.Int: So it's important your managergives you autonomy.ML: Yes.Int: What management style doyou respond well to?ML: Well, I like them, really I likemy manager to be fairly hands-off,yet available, so I'm allowed to dowhat, I'm allowed to get on with itand the manager is there to supportme.Int: OK.
I know you've worked inSpain and Britain. Are there anydifferences between the workplaceculture in the two countries?ML: Mmm, it was a while, a fewyears ago that I was in Spain, and Ithink that Britain and Spain haveprobably become more similar, butthe thing I noticed most was thatthe Spanish work in order to enjoytheir lives far more so than they doin Britain.Int: Right, Could you describeyour best manager?ML: Erm, a woman I worked within Spain, who enjoyed her job,enjoyed life; we had a good time atwork, erm, and most of all sheallowed me to get on with it, makemy mistakes - it wasn't the end ofthe world, and I learnt a lot from it.8.6 Business CommunicationInt = InterviewerLC = Lisa CrawfordInt: What do you do?LC: I work in the travel industry.I'm a tour representative for SunTravel.Int: That sounds fun.
What doesthe job involve?LC: Well it's not all sun and sea. Infact it's often very hard work.Basically, it involves looking afterpeople when they're on holiday. I'mresponsible for sorting out anyproblems and I often have to dealwith complaints.
The work alsoinvolves entertaining theholidaymakers and their children.Int: It sounds like hard work. Butwhat about the perks?LC: Well the obvious one is thatyou get to travel a lot andexperience different cultures. I reallyvalue that aspect of the work.Int: What about your colleagues?Are they mainly men or women?170170LC: In the company I work forthere are more women than men,but I'm not sure that that's true ofthe industry as a whole.8.7 SD = Sam DavisSD: I'm responsible for recruitingpeople to jobs.
I often have to dealwith the complaints and problemsof people working in the company.The work also often involvestraining people. Most of mycolleagues are women, but the mixin the company as a whole is about50-50.U nit 9B usiness E n v iro n m e n t9.2Language Focus 11 The average wage may be quitelow in Caracas or a Big Macmight cost a lot there.2 It takes a long time to earnenough to buy a Big Mac inLagos. There may be a luxury taxon it in Nigeria.3 In Chicago the competition fromother hamburger companiescould affect the price.4 I could be wrong, but I think theBig Mac and a portion of friescosts about £3.00 in London.5 Big Macs may cost more toproduce in Lagos, but it can't bebecause of the cost of labour.Labour costs are so low there.6 Perhaps Big Macs are moreexpensive in Britain becausedemand is high.7 Salaries are probably higher inFrankfurt than in London.9.4Language PracticeBA = Business analystBA: OK Let's start with some newsabout IKEA.
The Swedish furnituregiant [IKEA] has continued to doexcellent business this year. IKEA hasa global presence with stores inaround 30 countries and it iscontinuing to expand, opening newstores every year. Its biggest marketis Europe with sales accounting for84.4% of total sales. Within Europe,Scandinavia, Germany, France andTapescriptsthe UK are very significant markets.Of these Germany is the largest,with France, Scandinavia and theUK having almost equal shares.North America accounts for 14.4 %of sales and Asia for 1.2%IKEA's products are designed anddeveloped in Sweden by IKEASweden, but manufactured all overthe world.
IKEA has suppliers in 65countries. 19.2% of the suppliersare in the Far East and 17.2% inEast Central Europe. Just 3.3% arein North America. IKEA's successdepends on these local suppliers, sobefore opening a store in a newmarket, IKEA establishes a link witha supplier in that market. It choosescarefully; criteria for selectingsuppliers may include proximity toraw materials, reliable access todistribution channels and lowcosts....1 We increase sales every year.2 We need an increase in sales.3 We want to decrease the costs.4 They won't accept a decrease intheir salaries.5 Exports cost too much.6 We hope to increase exports.7 We need to decrease imports.8 We import and export.9.5 ListeningU n it 10 F in a n c eю з Language Practice OneТА = Tom ArmstrongТА: I'm going to talk about theworld's most competitive countries,and to do this we are using anindex, where we can see that theUnited States of America is at thetop of the index, and the questionswe must ask are 'why are somecountries higher than others?'America is at the top of the indexbecause of continuous economicgrowth.
We note that theNetherlands is Europe's highestcompetitor, or best competitor, infourth position, and this again isbecause of a successful economicrestructuring.Singapore comes in the secondposition, at number two - it is themost technologically advancedeconomy in the world.Perhaps surprisingly Germany isbelow countries such as Canada andBritain, and is in 14th place, as aresult of a re-unification processwhich is very, very expensive.Brazil is equivalent to Greece andthe Czech Republic in havingproblems with infrastructure, andfinds itself in 37th position.9.7 Business Communication1 Sales increased slightly from 1991to 1992.2 Sales decreased dramatically from1992 to 1993.3 In 1993 sales improvedsignificantly.4 Sales rose from 1993 to 1994.5 Sales grew steadily from 1994 to1997.6 Sales fell sharply from 1999 to2000.CARDINAL NUMBERSIn 1999 The minimum wage was setat £3.60 an hour for adults and£3.00 for young workers agedbetween eighteen and twenty-one.Surveys showed that mostemployers wanted the minimumwage to be £3.50, but at least theyare pleased the government did notset it at £4.00 as many workersdemanded.10.4 ORDINAL NUMBERSThe most expensive place to live inEurope is Oslo.
In the world rankingit comes in fifth position. Paris isanother expensive city and comes inat seventh place in the worldranking. London is in tenth place a dramatic move from the previousyear when it was in twenty - eighthplace. Surprisingly, Stockholm ischeaper than London and comes inat thirteenth position. Dusseldorfand Lyon both come lower down attwenty-first position and Frankfurt isin twenty-sixth place.9.7■10.5 DECIMALSAnnual holidays vary greatly fromcountry to country. The Spanishtake an average of 32.1 daysholiday per year compared with theHungarians and the Britsh who haveonly 22.1 days - just over fourworking weeks. In the Czechrepublic, annual holidays are evenless generous, with the averagenumber of days at just 19.5.10.6 PERCENTAGESRA = Robyn AltonMM: = M atthew MeadRA: It surprises me that peoplespend 22 % of their income on foodand drink.
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