first insights into business ocr (835550), страница 32
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H o whave y o u fo u n d th e tim e fo r th e mall?B a rry : I am ju s t ve ry a ctive . I tr y too rg a n ise m y studies a n d m y o th e rinterests so I can d o as m a n y th in g sas possible. I th in k it's g o o d to m e e tlots o f d iffe re n t p e o p le a n d havelots o f d iffe re n t e xperiences.In t: W h y d o y o u w a n t to w o rk inth is area?Julie: I th in k m a rk e tin g 's a reallyin te re s tin g area. I've rea lly e n jo y e dd o in g m y m a rk e tin g course a n d it'sc o n v in c e d m e th a t th is is th e r ig h tarea.g lo b a l scale. Erm p a rtic u la rly w h e reth e y have to be sensitive to ora d a p t to local c u ltu re s a n d c u s to m e re x p e c ta tio n s .
A g o o d e xa m p le w ithre g a rd to M c D o n a ld 's is th e fa c tth a t th e y d o n o t sell beef b u rg e rs,e xa m p le a n d lo o k at th e so ft d rinksso b u rg e rs m a d e o f beef, in India,m arket? Can y o u e xp la in h o w thesefo r e xa m p le , because th a t w o u ldth re e fa cto rs w o rk?possib ly o ffe n d local cu ltu re s th e re .KJ: Fine, w e ll if y o u lo o k a t erm ,O f course g lo b a lly m a rk e tin gcost as focus, o r a cost-focusbe co m e s a p a rtic u la r p ro b le m - canstrategy, e rm let's take cola fo rc o m p a n ie s e rm c o m m u n ic a te th eexa m p le , e rm w e k n o w th a t b igsame o r a sim ila r sta n da rd ise dsu p e rm a rke t chains in th e UK -m essage a b o u t th e ir p ro d u c t inSafeways o r Tescos o r Sainsbury's -d iffe re n t la n g u a g e re g io n s o f th eth e y p ro d u c e th e ir o w n cola a t lo ww o rld ? A n d M c D o n a ld 's w e k n o wcost and can sell it m o re ch e a p lyare ve ry lu cky in th is respectth a n C oca-C ola, fo r e xa m p le .
Ermbecause th e y have a g o o d p ro d u c td iffe re n tia tio n , I m ean, a g o o din th e sense th a t th e p ro d u c t th e ye x a m p le is, I th in k , T ango; th e y 'v eo ffe r is reco g n ise d a m o n g a largem an a g e d to p e n e tra te th e m a rke tp o p u la tio n , y o u th fu l p o p u la tio n o fa nd be c o m p e titiv e b y u sing a ve ryth e w o rld as sym b o lis in g th e173173Pearson Education LimitedEdinburgh GateHarlowEssex CM20 2JEEnglandand Associated Companies throughout the World.www.longman-elt.com© Pearson Education Limited 2000The right of Sue Robbins to be identified as author of thisWork has been asserted by her in accordance w ith theCopyright, Designs and Patents Act 1988.All rights reserved; no part of this publication may bereproduced, stored in a retrieval system, or transm itted inany form or by any means, electronic, mechanical,photocopying, recording or otherwise, w ithout the priorwritten permission of the Publishers.First Published in 2000Fourth impression 2001Set in ITC Stone Serif and ITC Stone SansPrinted in Spain by Gr&ficas EstellaISBN 0582 334543IllustrationsIllustrated by Andy Baker (Debut Art), M att Buckley, IanDicks (illustrators.co), George Foster, Tim Kahane, BerniceLum (illustrators.co), Carol Morley (ThorogoodIllustration), Sandy Nicholls (Three in a Box inc.) andGavin Reece (New Division).Cover illustration by Sarah Jones (Debut Art)A cknow ledgem entsI would like to thank the m any colleagues whocom m ented on earlier drafts of the material and helpedshape it into its current form.
Special thanks to KevinM anton for valuable com m ents on the Students' Book andfor creating interesting tasks for the Workbook; to VerenaAdams for staunch support and knowledgeable input onthe advertising industry; to those colleagues w ho gavefreely of their tim e to make recordings, especially TomArmstrong, Rachel Humphries, Keith Jackson, ColinKnapp, M om a Lawson, Howard Middle and PatWoodgate; and to Linda Davey for her help com piling theTeacher's notes. 1 am indebted to my editor, JudithWalters, for her trem endous input editing the m anuscriptand preparing it for publication.The author and publisher would like to thank thefollowing people:Bernie Hayden, Rosi Jillett and Hester Lott.We would especially like to thank Alicja Kalinska, JanuszSzczygiel, Ana Garcia de Oteiza, Erica Hall, Margaret Cobb,Marilyn Moylan, Jeremy Townend and Colleen Cheneyfor reporting on the material.We would also like to thank:Robyn Alton, Ann Hislop, Bruce Neal and StephenNicholl.174174We are grateful to the following for permission toreproduce copyright material:Cafedirect® for an extract from a CAFEDIRECT®Advertisement (infoistafedirect.co.uk); ConsumersAssociation/W hich? Ltd for adapted extracts from‘Internet Shopping protection needed' in WHICH?magazine, September 1997.
W hich? is a m onthlyindependent consum er magazine published byConsum ers' Association, 2 Marylebone Road, LondonNW1 4DF; Dyson Appliances Ltd for an extract fromDOING A DYSON (1996); Edizione Holding for extractsfrom their GROUP PROFILE AND FINANCIALHIGHLIGHTS 31.12.97; Express Newspapers pic foradapted extracts from 'Check-ins yes, cheque-outs n o ' inTHE EXPRESS 12.4.94.
'Car G iant Sends in the Spy Girls'by David Benson in THE EXPRESS 9.12.93. 'Big Firms"C heat" with late paym ent' by Sally Ham ilton in THEEXPRESS 12.9.94; Financial Times Ltd for an extract from'Pearson Inform ation Division' in GET 98,YOURULTIMATE CAREER GUIDE; First Direct for text from'First Direct' inform ation leaflet - C/15,1997 Developed byFD Com.
First Direct's com m unications forum; GranadaTV for extracts from a job advertisem ent in THEGUARDIAN, 20.7.98; G uardian Newspapers Ltd foradapted extracts from 'Use: Design and Function in the20th C entury' in THE GUARDIAN (date unknow n) ‘Use:Design and Function in th e 20th C entury' in THEGUARDIAN (date unknow n), 'Chocs Away' in THEGUARDIAN 19.11.94. 'Inventor scores a first as Britaincleans up in Europe' by Kamal Ahmed in THE GUARDIAN1.2.97. ‘Factors considered w hen choosing that first job' inTHE GUARDIAN 10.10.98. 'Barcodes, Bars & Stripes' byIqbal Hussain in THE GUARDIAN EDUCATION 6.9.94; theauthor, Ian Harding for an adapted extract from his article'Bic's Success in a Throwaway World' in THE EUROPEAN16-22.9.94; Haymarket M anagem ent Publications Ltd foran adapted extract from 'Name, shame & claim from UK'slate payers' in MANAGEMENT TODAY July 1998;Independent Newspapers UK Ltd for adapted extractsfrom the articles 'UK fifth in cost of groceries league' byPatrick Hosking in THE INDEPENDENT 8.12.92.
‘Made inJapan, Sold on Britain' by David Bowen in INDEPENDENTON SUNDAY 15 August 1993. 'Does Gender make theManager?' by Cristina Stuart in THE INDEPENDENT ONSUNDAY 8.5.94; Inland Reveue for job advert taken fromTHE GUARDIAN October 1998; Innovations (Mail Order)Pic for adapted extracts from INNOVATIONSCATALOGUE; Kwik-Fit Holdings pic for text from theiradvertisem ent ‘You can't get better th an a Kwik-Fit fitter!’;Lindt and Sprungli (UK) Ltd for text - list of ingredientsfrom Lindt chocolate wrapper; th e author, Jane Mulvaghfor an adapted extract from her article 'The ABC of DMs'in THE EUROPEAN 2-5.9.93; Jonathan Phang /BBCWorldwide for adapted extracts from BBC Websitehttp://w w w .bbc.co.uk/education/trouble/m odels.htm AMODEL MD; Reuters Ltd for extract from anadvertisem ent in T H E G U A R D IA N 7.9.98; Solo SyndicationLtd for a slightly adapted extract from 'No quick respite insight for M & S' by Joanne Hart in THE EVENINGSTANDARD; Time Life Syndication for an extract from'Afizz with com petition' by Barbara Rudolph in T IM EM A G A Z IN E 19.6.93; Traidcraft, Gateshead - UK for anextract from a Recruitment Advertisement; University ofManchester & UMIST Careers Service for adapted extractsfrom UMIST Careers Service web site - http://w w w .rnan.ac.uk/careers/students/apps/CV-basics.html.We have been unable to trace the copyright holders of theM SL Advertisement, 'Hom e is where the expenses rack up'by Harriot Lane Fox, or V IA T V V ID E O P H O N E S , and wouldappreciate any inform ation w hich would enable us to doso.Photo A cknow ledgm entsWe are grateful to the following for permission toreproduce copyright photographs:Asda/LS.I: 138(TL); BIC: 51 (whole page), 55(C); BritvicSoft Drinks: 79(LC); C&A: 57(TL); Camera Press/RichardStonehouse: 52(R); Chris Fairclough Colour Library:62(BL); Christian Dior: 21(LC); Citizen Watch (UK) Ltd:70(BR); Cooperative Bank: 122(BC); Daimler Chrysler:20(TR); DHL International Ltd: 14(BC), 15; Dr Marten:49(CT); Dyson: 73(BR), 73(BR), 73(TL); EMI: 14(BR), IS,55, 147; Express Newspapers: 95, 124(TR); FinancialTimes: 18(C); Ford: 4()(TR), (BR), 55(C); Goodmans:70(BR); The Guardian: 56(RB), 60(CT); HMV: 52(RC), (BL);IKEA: 5, 62(LC), (RC), (TR); Image Select International:21(RC), 35(BC), 47(C), 47(LC), 81(TR); Image Bank:83(RC); Inland Revenue: 85(C); Jyske Bank: 112(C); Kobal:49(LC); Kwik-Fit: ll(RC); Lindt: 63(BL); Louis Vuitton:21(LC), (CC), (RC); Marks & Spencer: Com pany Archive:46(TR), 55; McDonald's: 15; Min Cooper: 91, 92; ModusPublicity: 71(L no.l); Molyneux Associates: 10(TR); Muji:71(1.
no.2); Nordica: 22(TL); Oxfam: 130(whole page);Phillips: 107(TL); Pictor: 6(TR), 70(BR), 121(TL);Photonica: 85(LC); Pearson Education/Gareth Boden:6(TL), 8(TL), 14(BL), 24(TR), 24(TR), 57(BL), 71(L), 72(BR),72(BC), 107(TL), 126(TR), 128, 135(C); The Queen's AwardOffice: 47(TL); Reuters Ltd: 14(BC), 15; REX: 4(TR), 36(BR),37(BL); Sony: 20(TR), 24(C); Spectrum Colour Library:26(TL), 53(TL), 72(BL), 72(BL), 72(BR); Stock Market:30(TC); Telegraph Colour Library: 14(TR), 26(BI,), 70(TR),132(TR); The Chase Creative Consultants Ltd: 122(BL1,2,3&4); Time: 148(TL); Tony Stone: 10(ML), 13(TR),17(BR), 17(BL), 26(TL), 29(BC), 36(TR), 38(TC), 43(TC),54(TL), 56(TR), 70(BL), 79(BR), 82(TR), 84(BR), 84(BR),84(BR), 87(TR), 108(TR), 120(TR), 120(BR), 121(TR),121 (TL), 141(TR), 143(TL), (MC), (TR); United Colors ofBenetton: 20(TL); Vauxhall: 100(BL); Vidal Sassoon:107(TL); VIATV Videophones: 80(TR); Virgin: 20(TL),Every effort has been made to trace the holders of thecopyright material and photography, but if any omissionscan be rectified, the publishers will be pleased to make thenecessary arrangements.Picture research by Image Select International (London)175175.
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