market_leader_3e_-_intermediate_-_course_book (852196), страница 30
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We would adapt our business software for use in theirproducts. Tests show that their product is a very good one and popularwith our target market.The introduction shows the points thatwill be looked at.f-....IntroductionThis report will look at:••••The findings are the facts discovered.r-f-.the hardware manufacturer and their equipmentsoftware that could be used on their mobile phonesthe advantages of working togetherrecommendations for action.Findings1Lenz has been developing cheap, small-scale electronic devicesfor 35 years.Inthe last five years, they have focused on moreexpensive mobile phones for businesspeople.
These have been verysuccessful. One in four mobile phones for the business market is aLenz.2Our new Executive Organiser software has a lot of attractive featuresfor the travel ling businessperson (e.g. address book, e-mail, videoand voice recorder, street-finder function, etc.).3Market research shows that there is a lot of interest in our productsbeing used on machines apart from computers.The cone/usion i s what you think aboutthe facts and how you interpret them.Recommendations are practicalsuggestions to deal with the situationand ideas for making sure futureactivities run more easily.f-....ConclusionThe two companies have products which fit well together.-.... RecommendationWe should have a meeting with representatives from Lenz as soon aspossible to discuss a joint venture between our companies, with the aimof putting our software onto their mobile phones.Tracy CruickshankResearch and Development Director1 9 October130WRITING FILESum mariesWhen y ou summarise something, youexpress the most i mportant facts orpoints about something in a short a n dclear form.Hispanics are more influenced by advertising than other US consumers,suggesting that the growth of the Spanish-speaking population couLdprove beneficial to big corporate sponsors, according to two studies.A Nielsen Media Research study released o n Wednesday found thatSpanish-language television viewers pay more attention to commercialsand are more likely to base their purchasing decisions on advertisementsthan other US consumers.
The report was issued after Euro RSCG.the marketing communication agency, released a study that showedHispanics are more aware of brand names than other US consumers.Writing a summary involves:•••selecting the most important ideasor facts from a textrewriting those ideas/facts in ashort, concise form, using your ownlanguageTaken together, the reports suggest that growing corporate interestin Hispanic marketing might involve factors that go beyond the meresize of the Spanish-speaking population. The US Hispanic popuLation isestimated at about 39m.producing a text which is shorterthan the origina l - usually at leasthalf the number of words.Here is an example of an original textand two sample summaries.f-�This summary is effective because:C-f4•••II'it contains the key ideas from theoriginal textThe studies also suggest that Hispanic consumers offer big companiesthe chance to use the kinds of sales pitches that worked with USconsumers in decades past, but which are now less popular withadvertising-weary viewers.Fifty-two per cent of Hispanics say they frequently get information formaking purchase decisions from watching TV commercials in Spanish.compared with 7 per cent of non-Hispanics watching English-Languagetelevision.Recent research has found that Spanish TV viewers are very influencedby television commercials when they buy products, and they also knowmore about brands than other people i n the United States.Another finding of the research was that conventional methods ofadvertising appeaL to Spanish-speaking people.
even though otherviewers are tired of them. Some interesting statistics: 52% of Hispanicsdepend on TV commercials for information about what to buy. whereasonly 7% of non-Hispanics do.the language used to express the keyideas is different from the originalthe new text is much shorter inlen gth .[96 wordsl"Sometimes a summary can beexpressed in a series of shortnumbered statements.•N oticesNotices are used to inform people aboutchanges of plan, instructions or warnings.A notice needs a clear heading.Information must be presented in aclear, concise form.The tone of notices is usually ratherformal and impersonal.It must have the name and position ofthe person who wrote it and the date.f-f4 ,The Spanish-speaking population in the U n ited States is 39m.Research has been carried out into this group's buying habits.Spanish TV viewers are very influenced by television commercialswhen buying products.2They know more about brands than other consumers.3Spanish-speaking people respond to conventional methods ofadvertising, but other consumers do not.452% of Hispanics use television commercials to heLp them chooseproducts.
O n ly 7% of n o n - H ispanics do so.I;�AURIC BANKr CUSTOMER NOTICEVThis branch will be closed until 1 0 . 3 0 a . m . o n Tuesday7 November for staff training.We apologise in advance for any inconvenience caused.Antonia Valdes/Branch Manager2 November1311You have forgotten thename of the person youare talking to. Find outhis/her name politely.2Which of the followingcultures are generallycomfortable withinterruptions?a) Latin Americanb) Asianc) north Americand) north EuropeanYou are having d i n n e rwith a foreign colleaguein his/her country. Thefood is u n fa m iliar to you,a n d you do not knowwhat to choose.6You are i n a restaurantwith a n i m portant client.The bill arrives, and yourealise you have left yourwallet/ p urse in the office7I n which country is itq u ite normal to beginpresenting your productstraight away?a) Qatarb) the U Sc) Venezuelad) Kuwait812Which country is likely tohave the most informalmeetings?a) Italyb) Germanyc) the U Kd) the US13At a conference, youmeet someone you thinkyou've met before.14Invite someone out tod i n ner.18You a re i n a restaurantwith a guest.
His/Herfood arrives b e fore yours.You want him/her to starteating.19Give your e-mail add ress.20In which country ischewing gum forbiddenby law?a) Iranb) I raqc ) I ndonesiad) Singapore24Give d irections fromyour office to the closeststation o r airport.25I n which country i s itillegal to drin k anythingalcoholic and drive?a) Swedenb) Francec) the U Kd ) t h e USA26Reco m m e n d a restaurantto a client.30In which country is itcommon to go out to eatafter 10 p.m.?a) the U Kb) Swedenc) Japand) Spain31You arrive for anappointment. Introduceyourself to the p e rson atthe reception desk.32You s pen t a very pleasantevening with a client.Thank him/her.132THE SOCIAL·CULTURAL GAMEH ow to play1234Take turns to throw the die.
When you land on a square, decide what you would say in that situation or answer the relevant question.If the other players do not accept what you say, you must go back to the square you have just come from.5The winner is the player who reaches FINISH! first.Decide how many players per board (six maximum).Place counters on WHAT DO YOU SAY? The first player to throw a six begins.3You are at a party. Youwant to get away fromsomeone who will notstop talking.9You are at a cocktail partyand the host/hostess hasjust handed you a glassof champagne. You do notdrink alcohol.1015I n which country is itquite likely that you willbe asked to sing a song?a) Italyb) Austriac) Japand) Germany21You want to pay for thedrinks which have justbeen ordered.5You should not point thesole of your foot towardsyour hosts. Which areadoes this refer to?a) Arab worldb) West Indiesc) Scandinaviad) AustraliaIn which country would itbe a grave insult to touchsomeone on the head?a) Thailandb) Japanc) Pakistand) Iraq11You have been invitedto your colleague'shouse for dinner.
He/Shetelephones you to askif there is anything youdon't eat.16You don't hear the nameof the person you havejust been introduced to.17A visitor wants advice onhow to spend an eveningin your town.Talk about today'sweather.22You are on the phone.Describe yourself tosomeone you are goingto meet at the airport,so he/she can recogniseyou.23In which country is itnot essential to arrive atbusiness meetings ontime?a) Germanyb) South Koreac) Vietnamd) France27You are o n a plane.Introduce yourself to theperson sitting next toyou.28In which country shouldyou always use your righthand to hold a businesscard?a) Chinab) Japanc) Indiad) the UK29vou are having a smalldinner party. Introducetwo of your friends toeach other.33In which country shouldyou greet everyone whenentering a lift?a) the U Kb) Japanc) Chinad) Saudi Arabia34You meet a businesscontact at the station.Offer to carry some ofhis/her luggage.41331 Brands, Starting up, Exercise A, page 6123456789101INTERBRAND LIST 1999Coca-ColaMicrosoftIBMGeneral ElectricFordDisneyIntelMcDonald'sAT&TMarlboro12345678910INTERBRAND LIST 2007Coca-ColaMicrosoftIBMGeneral ElectricNokiaToyotaIntelMcDonald'sDisneyMercedes-BenzBrands, Skills, Exercise D, page 1 1Student AI n your opinion, the Cecile products have sales potential, but the marketing strategy iswrong.
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