new insights into business ocr small (835551), страница 5
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If ttxjs |etter js ^well written and presented, it will make a poor impression. The letter ofapplication normally contains four paragraphs in which you should• confirm that you wish to apply and say where you learned about th e job• say why you are interested in the position and relate your interests t0 those ofthe company• show that you can contribute to the job by highlighting your most relevant skillsand experience• indicate your willingness to attend an interview (and possibly say When youwould be free to attend)Below you will find details from Fiona Scott's letter of application. Look at theoutline of the letter on the left and indicate where the information belowshould go.©Although I am presently employed by a non-profit makingorganisation, it has always been my intention t0 work jn acommercial environment.
I would particularly welcome thechance to work for your company as I have long admiredboth the quality of the products that it Provides and itsposition as a defender of environmental causes. As you willnotice on my enclosed CV, the job you are offering suitsboth my personal and professional interests.I would be pleased to discuss my curricU|um vitae wjthinmore detail at an interview. In the meantime/ please do nothesitate to contact me if you require further information Ilook forward to hearing from you.©Dear Ms Baudoin8th January 2000! am writin9 ^ apply for the position wh;„,last month in The Independent.a w as advertised©FLorscv S coLL1052 Hanover StreetPaten1'6 BaudoinEdinburghEH2 5 LMUKatagocig GmbhReitmorstrasse 508°0° Munich 22Germa,nyMy work experience has familiarised mgmany of thechallenges involved in public relations today.
I am sure thatthis, together with my understanding of the needs andexpectations of sport and nature enthusiasts_wou|d beextremely relevant to the position. MoreOVep as my motheris German, I am fluent in this language 3^^ wou|d definitelyenjoy working in a German-speaking environment.0YourssincerelyWork in pairs. Refer back to the job advertisement, C V and letter ofapplication.
Do you think that Fiona has a chance of getting the job? w h at areher strengths and weaknesses?22RecruitmentWritingClarke Hooper is advertising for graduates. Read the advertisement carefully,then prepare the CV and letter of application that you would send to MichelleHocking. You may invent as many details as you wish, but note that the personwho you present in your CV will not graduate until the end of this year.Not your degree, th is ad.
Got your a ttention though, d id n 't it? And th a t's our business.Promotional m arketing involves everything from sales prom otion to product launches, directm arketing to design. A ll of it involves grabbing people's attention. If you're interested inbecoming an account handler, and you think you're capable of th e kind of ideas th a t stand out inan increasingly m edia literate society, send your CV to M ichelle Hocking at the address below.Check out our work and who we do it for at www.chc.co.uk You'll find more detailabout what we expect from graduates at www.chc.co.uk/gradrecruitment.
Whilstyou’re there you’ll also find the questionnaire we'll be asking the best applicantsto complete. If you want to get our attention, it might be a good idea to completeCLARKE H O O PE Rit now, and send it in with your CV.Clarke Hooper, St.Laurence Way, Slough, Berkshire, SL1 2BW. E-mail: michelle@chc.co.ukYou will hear David Smyth, the Personnel Manager of a major Europeaninsurance company, answering questions about the way he interviews andselects candidates.I ^ In the first extract he talks about the four points listed below. Listenand number them in the order in which he mentions them.abcdthe mistakes a candidate can make in an interviewthe qualities a candidate must havehis advice to intervieweesthe kinds of things a candidate is expected to knowListen again and make notes on each point.23unit tw o2In the second extract, David Smyth talks about the stages of aninterview.
Listen to what he says and complete the following chart.Interviewer is informed that the candidate has arrived11Candidate is asked w hat he or she knows about the job and the company1J1Interviewer gives candidate his views on the job and the company1J1a Have you ever been in a situation in which you lost your temper?b What sorts of projects did you work on during your time with them?c What do you know about our recent acquisitions in Latin America?d Did you have any trouble finding our building?e How do you deal with difficult people?f Which of the options that you took at university was the most interesting?g How ambitious are you?h Are there any questions that you'd like to ask me?Speaking24□ □ □ □ □ 0 П ПLook at the questions that David Smythe uses during an interview.
In whichsection of the interview would each question appear?In pairs, look back at the job advertisement on page 23. You are going tointerview a candidate for a place on the graduate recruitment programme.Swap your CVs and letters of application with another pair and preparequestions you would like to ask each of them.When you have prepared the questions, interview one of the students whose CVyou have read. After the interview, discuss the candidate with your partner.Would you employ him / her? Why? Why not?unit3Key vocabularRetailing^R e ta ilin g is the business of selling products to the general public.
Most re ta ile rs sellfrom slh©p$ or sto re s which are called o u tle ts . Many countries have large retaildhams which are organised nationally and sell a standardised selection of products.Their outlets are often in s h o p p in g centres (US m alls), where there is a large varietyof stores in the same location.Many large retailers operate from out of town locations with parking facilities, knownas either h y p e rm a rk e ts (over 30,000 square metres) or superstores (under 30,000square metres). They may be on a re ta il p a rk, where there are a number of largestores.©epartmemitt stores such as Harrods in London are large shops which sell a widevariety of products, usually from a city centre location. As the name suggests, they areorganised in departments, each with its own manager.Lead-iIn groups, discuss the retail business in your country.
How has the businesschanged in recent years? W hat do you th in k are the reasons for these changes?You will hear Janet Moore, a retail specialist,talking about the difficulties facing British retailers whotry to penetrate the US m arket. She talks about fourcompanies:HabitatThe Body Shop#*A'iXvBOD'OHONThe Virgin GroupNextListen to p art 1. W hich of the companies1 have been successful in the US?2 have had to modify their US operations?3 have abandoned the US market?Л {^ |25unit th re eLook at the list of potential problems for British retailers entering the USmarket. Which of these do you think are the actual problems?12345678assuming that American and British consumers have the same tastesnot investing enough money in their operationsoffering too many products for salenot advertising enoughtaking too long to react to competitionnot having high enough pricessending UK managers to run the storeschoosing the wrong locations for storesЩ>! Listen to part 2 and tick the problems Ms Moore mentions.ReadingLook at the headline and introduction opposite.
Write five questions youwould like to ask about Richer Sounds.Read the text and see if you can find the answers to your questions. Can youguess the answers to your other questions?Read the text again and choose the best answer for each of the followingquestions.1 Richer Sounds isa a single outlet retailer.Tb) a privately-owned retail chain,c a department store.2 Richer Soundsa sells ten times more than Marks and Spencer,b has more outlets than most UK retailers,c sells more per square foot than any other UK retailer.3 Richer Sounds is cheaper than other hi-fi retailers becausea it only sells old models of hi-fi equipment.b it buys equipment from manufacturers at special prices,c it sells second-hand equipment.4 Manufacturers like doing business with Richer Sounds becausea it can handle small numbers of items.b it has a large number of stores,c it accepts lower discounts than other retailers.5 Richer Soundsa does all its advertising through brochures,b gets free publicity from newspaper and magazine articles,c buys advertising space at a low price.6 At Richer Sounds, staffa regularly receive further training,b do not have to follow rules,c install equipment for their customers.26Retailing&RicherPickingsAt hi-fi chain Richer Sounds ‘we have a laugh’, says founder Julian Richer.They also sell more per square foot than any other retailer in Britain.By Nigel Copeho is the busiest retailer in Britain?MarksandSpencer?40 bought a second-hand Bang and OlufsenMarketing is a key weapon.
Richerfor £10, did it up* and sold it for £22." Inso Sounds advertises regularly in nationalSainsburyperhaps, or Tesco? Wrong on all three1979, at the age of 19, he opened his firstnewspapers ("We buy late space at acounts. The answer is Richer Sounds, ashop - the one on London Bridge Walk.discount," Richer says) and in alternative*magazines such as Private Eye and Viz.5 little-known, privately-owned, cut-priceSince then little has changed. In simpleretailer of hi-fi equipment with 28 shops in45 terms, Richer Sounds sells discounted hi-fiEvery month it produces up to 350,000from tiny, basic shops with low overheads.85 copies of a brochure pushing the latestthe UK.Stock turnover is rapid and the company'sIn the Guinness Book of Records, RicherSounds warrants an entry for the highestsmallnessgives10 sales per square foot of any retailer in theadvantageofUK - £17,000 - for its store on Londonit flexibility todealsofferedThe shops are like walk-in warehouses.byOutside, "bargain bins" tout special offers50 manufacturers on end-of-line or surplusincluding audio cassettes for 59p.
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