market_leader_3e_-_intermediate_-_teachers_book (852197), страница 61
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Write an e-mail to a friend about it, asking forhis/her advice.the background to the situa tio n .•Explain•Describe your feelings and react io n s.• Ask your friend for advice on what t o do.I:e....�EndD::sCIQ206suitably.Look again at the completed business brief on Vietnam on page 26 of the Course Book.Write a summary of it i n less than 110 words.(See the Writing file, Course Book page 131, for more information on summaries.)© Pearson Education Limited 2010 PHOTOCOPIABLEOrganisationTo:From:donald.sumner@instep.commeredith.quincy@instep.comDonald - This is to let you know the outcome of discussions at our Europeanhead office in Paris last week about the possible move to Beauchamp.Views of managers were very divided on moving to Beauchamp, but followingdiscussions with them, I feel we can go ahead and make the move.
(As you canimagine, some were unhappy at the idea of leaving Paris, but many - more thanI expected - could see the personal benefits for them and their families. )However, the company's needs are the most important thing, of course, and thebenefits, including the tax incentives offered by Beauchamp town council, aretoo good to walk away from.We can make an official announcement very soon. I will ask our European HRManager in Paris, Sylvie Julie'mas, to draw up an action plan/schedule for themove in the next few weeks.Meredith��You are Sylvie Julien as, Instep's European H R Manager. Draw up an action plan for themove of I nstep's European subsidiary to Beauchamp, based on the following information.(See the Writing file, Course Book page 129, for the format of action plans.)•We have to give notice of our intention to leave our existing offices to the building'smanagement company by the end of January (six months' notice required).• The new Beauchamp offices will be ready by late March.•Staff from all departments except Accounts and H R will move out to Beauchamp in early Apri l .• H R sta ff will move in mid-June.• The Accounts department will be the last to move, by late July.• All staff will leave our Paris office by 31 J u ly.
All remaining equipment and office furniture to bemoved out by then.B::::0ITI1/)0c:::::0nITIYou are Paolo Marchese, the Italian manager at Instep's European subsidiary. I n discussing themove with others at Instep, you said, 'I am absolutely against it. It will upset families and causea lot of problems for some staff. I wi l l have to sell my apartment if we move.
I only bought it lastyear, so I will probably lose a lot of money - I don't think I will get any compensation for that,d o you?'�zWrite a letter to Sylvie Julienas, HR Manager at Instep's European subsidiary, saying that youare against company's move. Give your reasons - the one above, giving details, and one other.(See the Writing file, Course Book page 126, for the format of letters.)"I:e...e.�CIQPHOTOCOPIABLE © Pearson Education Limited 2010207AdvertisingCAS E STU DY WRITI NG TASK: MODEL!. __.,;.Panther Air: Advertising cam paign con ceptKey messagesConvey the special features of the service - exclusivity, safety, quality and service.USPs•Avoid the delay of queuing for scheduled flights at check-in and security desk,luxurious levels of in-flight service.
(Drive straight to plane and go through specialPanther-dedicated security procedures. Panther recruits cabin staff with servicebackground in luxury hotels, not other airlines.)•Competitive prices compared to similar servicesTarget audienceSenior company directors, particularly in those companies who cannot afford to buytheir own executive jet.Campaign•TV commercials on business news programmes.Key slogan: 'Travel in considerable style at a reasonable price'Campaign to be filmed with real passengers on a Panther flight (get theirpermission in advance)Get a celebrity with a 'rich' voice to do the voiceover, to be written to emphasisethe key messages and USPs above.
(Emphasise especially the cabin staffrecruitment policy.) Classical music background.•Advert i sem ent s inbusiness magazines - still photos from the TV campaign tosuggest luxury, comfort, etc. Same slogan as above. Minimum of text. The mainmessage should come through pictures and slogan.aYou are the CEO of a UK-based multinational. You saw Panther's ad i n a business magazine.Send a n e-mail to your PA (personal assistant), Sue, asking her to contact Panther i n order tofind out more about their services. Explain where you saw the ad and ask her to find about:• whether they can provide flights for four people (you and three other directors) fromManchester to Baltimore in the US, arriving in the morning, local time, and returning the sameevening, o n 31 May;•how much this would cost;•if they can arrange for you and your colleagues to be picked u p from your homes aroundManchester by chauffeur-driven cars and, if so, whether these cars can drop you directly bythe steps of the plane.Thank her and end su it ab l y.IJIA recently founded snack-food company has been growing fast, thanks to word-of-mouthadvertising alone.
You have just been appointed as its first ever marketing executive and youcall a meeting with managers in other departments to discuss possible marketing plans. Youwant to discuss money available, possible marketing activities (not just advertising) and theirpotential effect o n sales, production levels required if demand really takes off, etc.Write an agenda for the meeting. (See the Writing file, Course Book page 128, for theformat of agendas.)208MoneyTo:rebecca.rae@xfproducts.co.ukFrom:david.bannister@ventcap.comRe:------Our investment in New Formula XF anti-wrinkle creamDear RebeccaIt was very nice to meet you on the programme yesterday.
Congratulationsagain on your very impressive pitch!This is to confirm the terms of our investment: we will invest $350,000 in orderto manufacture, launch and market the product, in return for an equity stake of55 per cent. In return, we will provide you with the expertise to develop a properbusiness plan, with sales and profit projections, along with technical help i nmoving to a larger-scale production process. We will review the terms o f ourjoint project in 12 months.I will send you a contract by courier with these terms in the next few days.We will be in touch soon to set up our first meeting for the joint project.Best regards,David BannisterVentcap Inc.IJI]It is 18 months later. New Formula XF a n ti - wrin kle cream has been a big success, andDavid Bannister has suggested further invest ment to build a second manufacturing plant.You are Rebecca Rae.
Since David Bannister invested in your company, you have recruitedthree managers to take respons i b i l i ty for different areas. Write a report for them to readunder these headings . (See the Writing file, Course Book page 130, for t he format of report s.)•Executive summary•Introduction/background to XF, before and after David Bannister became i n vo lved•Developments during the last 18 months, including sales figures in general terms•Conclusion/recommendation about David Bannister's future involvement, andother possible sources of finance in order to develop the pro d uc t fu rt he r:::0I'T1(/)0c::::::0nI'T1OJ)>zTo your report above, you add an appendix with a graph for sales figures for New Formula XFanti-wrinkle cream over the last 18 mont hs.
Draw a g raph for the sales for each month overthis pe riod (you can make up the figures), and then describe it using some of the language fordescribing trends on page 56 of the Course Book."I:E..,a:::sCIQPHOTOCOPIABLE © Pearson Education Li m i ted 2010209CulturesCAS E STU DY WRITI N G TAsi<il oDEI!· I fn�·� �1M· �· �- ' !....C u ltureFor me, the most interesting information in this unit l1as been about the way thatpeople use time, and about the related issue of building relationships.TimeFrom the unit, we see that this isn't just about punctuality for meetings.
It's also aboutIthe time you spend outside the meetings themselves. You have to think about timeyou can spend in the evening with contacts in restaurants and time meeting peoplewho are not directly involved in the business you have come to discuss.iRelationship buildingThis seems to be important in a wide range of cultures.A lotof businesspeoplearound the world want to get to know the person that they're going to be dealing with,before they start doing business.
If you watch someone in social situations, you canfind out a lot about them!I1iIi!�aWhen Rosana goes to Russia (Course Book- page 73), shereceivesa fax ather- hotel- �-on herlast day there from Ludmila, her business contact in St Petersburg. The fax is an invitation toLudmila's house in the country outside the city the next day.
Rosana wants to leaveSt Petersburg that evening (Friday) to fly back home.Write the fax that Rosana sends to Ludmila in reply, thanking her for the invitation, butrefusing it politely, giving your reasons. (See the Writing file, Course Book page 128, for theformat of faxes.)ElA course of ten weekly intercultural training sessions (two hours each) has been organised inyour company for staff who receive visits from foreign suppliers. Write a notice for the noticeboard in the staff coffee room. (See the Writing file, Course Book page 131, for the format ofnotices.) Include with the following information:• the name of the course;• the benefits of a tt e n di ng ;• the training approach (a lot of role play and 'hands-on' activities);:::0mtn0c:::• who will be running the course;• where and whenitwill be held.:::0(""\mOJ)>z"I:e...a:::saq210© Pearson Education Limited 2010 PHOTOCOPIABLEHuman resourcesCAS E STU DY WRITI NG TAS K: MODEL ANSWE .R!.....���li..Fast Fitness Inc.,80 Front Street, New York, NY 10003-1324Tel.
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