A holistic approach to marketing

READING
A
1 Communicating with customers using a wider range of advertising methods
2 Loss of confidence in TV advertising
Growing interest in the Internet and other ways of advertising
3 Because people are using technology to avoid advertising that they haven’t asked for and don’t want.
4 They are looking for new places to advertise.
They are seeing all contact with the consumer as a possible marketing opportunity.
5 They are less focused on TV advertising and are looking for new ways of improving the experience of
customers through better shop displays, packaging, etc.
6 a, d
B
1 They are recording programmes onto DVDs and skipping the adverts using fast forward.
2 Bus-stop shelters and mobile phone screens
3 How staff should answer the phone when dealing with an enquiry or complaint
4 The design of a new website, which could be seen as the responsibility of the marketing or product
development department
VOCABULARY
A
1b 2a 3a
B
1 a adopting b holistic c advances d avoid e block
f opportunity g figure out h budgets i allocating j justify
2 commercials, ads
C
1 1b 2a 3d 4f 5c 6e
2 marketing departments, marketing methods, marketing opportunity, marketing budgets, marketing messages
3 1 For example 2 such as 3 for instance
D
1 Customer experience 2 holistic marketing 3 advertising agencies
4 marketing methods 5 marketing budgets
E
1 in 2 in 3 of; to 4 with
E-recruitment
READING
A
1 The Internet / Web (paragraph B)
2 Social networking sites, e-recruitment agencies (paragraph B)
3 Before the application process (paragraph C)
4 It saves time and money. (paragraphs B-C)
5 Successful candidates stay with the process and continue their application. (paragraph D)
6 Younger people expect companies to have an active online presence. (paragraph E)
7 They are trying to build an employer brand and attract top talent. (paragraph G)
8 No (paragraph H)
B
1 Facebook (paragraph A)
2 Monster (paragraph B)
3 The company can weed out inappropriate candidates; the employee can see if they have the right basic skills,
save time and money. (paragraph C)
4 Second Life (paragraph F)
5 Their avatars can interact with the company’s avatars. (paragraph F)
6 Chat rooms, blogging sites (paragraph G)
7 They discuss issues which interest the younger generation. (paragraph H)
C
1 1, 3, 4 / 2 3, 4, 5
VOCABULARY
A
1 strategy (b) 2 process (c) 3 group (a)
B
1 1 recruitment 2 recruit 3 recruiter 4 to apply 5 application
2 1 attraction 2 extension 3 withdrawal from 4 follow-up 5 receipt
C
1 1b 2f 3h 4e 5a 6c 7d 8g
2 Candidate: 2, 4, 6, 7, 8 Company: 1, 3, 5, 7
D
1 recruitment strategy 2 recruiters 3 complete 4 measure
5 inappropriate candidates 6 attract 7 applicants
E
1b 2a 3b 4b 5b
Developing global professionals
READING
A
1 F (Most accountants work in-house for companies or organisations in the private, public or voluntary sectors.)
2 T (... such as auditing, taxation, insolvency or forensic accounting.)
3 F (... global accounting practices serving global clients ...)
4 T (... accountancy training naturally tends to occur at a national level.)
5 F (But accountancy training is not just about the initial qualification.)
6 F (... including continuing professional education and lifelong learning.)
7 T (Business and relationship skills have huge financial implications, ‘If you get training right, it can make a
significant difference to competitive advantage ...’)
B
1 A competitive advantage (paragraph F)
2 Proper training, experience and professional standards (paragraph A)
3 Because taxation is a national issue (paragraph C)
4 As ‘the global organisation for the accountancy profession’ (paragraph D)
5 Strategic and managerial skills (paragraph F)
6 Mobility (paragraph H)
7 Lack of portability of national qualifications (paragraph H)
8 Small or emerging markets that are growing rapidly (paragraph I)
9 A common accounting language and set of standards and ethics (paragraph J)
10 Inward investment and aid (paragraph J)
VOCABULARY
A
1d 2c 3b 4a
B
2 KPMG 3 KPMG 4 PwC 5 PwC 6 PwC 7 PwC
C
l insolvency 2 relationship 3 team-management 4 auditing 5 forensic 6 employee appraisal
D
1c 2e 3f 4a 5b 6d
E
Contrast
Despite the existence of global accounting practices serving global clients, the accountancy bodies that oversee
training are almost entirely domestic ... (paragraph B)
Although the widespread adoption of international accounting standards is making training easier, taxation is a
national issue. (paragraph C)
... global training at KPMG concentrates on values, skills and behaviours. However, KPMG’s main strategic
focus is the mobility ... (paragraph H)
Similarity
The current trend is to emphasise strategy and management [...] In this way, at PricewaterhouseCoopers (PwC),
the concept of the ‘business adviser’ ... (paragraph E)
This includes skills such as managing teams [...] Similarly, global training at KPMG concentrates on ...
(paragraph G)
F
1b 2a 3a
Overcoming cultural barriers
READING
A
1 F (Most companies, in fact, start clipping their toes into foreign waters long before they reach domestic
saturation ...)
2 N (No best way is suggested. Setting up subsidiaries is only one way.)
3 F (It had been known for years that working across cultures poses special problems ...)
4 T (... Hofstede showed that a huge variety of beliefs and values were present in the workplace ...)
5 F (Much more difficult to manage are the cultural differences that arise ...)
6 N (China is given as an example of a country where Western companies have had particular problems, but we
don’t know if it is the most difficult country.)
7 T (What appears to be a barrier, however, can actually be a source of competitive advantage for those
companies and managers ... ; This kind of cross-fertilisation has been taking place between Japanese and
Western car-makers for decades, and has led to powerful innovations on both sides.)
B
1 Dutch
2 In the 1970s and 1980s
3 Because it was a large global company with a very strong corporate culture, which might override the local
cultures where it operated. Hofstede set out to see if this was true or not.
4 Because in Spanish, no va means ‘won’t go’.
5 Because in Europe, there has been a tradition of luxury car-making, and customers have strong loyalty to local
brands. In the US, the Lexus offered something different to domestic models.
6 They can reposition brands, and change the advertising or the product features to suit local sensitivities and
expectations.
7 Firstly, because Chinese workers expect to be managed in a strong, authoritarian way, and even expect
managers to help them with problems in their private lives. Secondly, there are language problems and different
attitudes to ethics, reporting systems and workers’ rights.
8 It can give companies extra advantages because of the exchange of ideas, which sometimes leads to
innovations.
VOCABULARY
A
1b 2a 3a 4b 5a 6a 7b 8b 9b
B
1 overseas markets 2 to exploit 3 subsidiaries 4 poses 5 beliefs 6 values 7 preserve
8 loyalty 9 barriers 10 repositioning 11 establish 12 directive 13 to sort out 14 cross-fertilisation
C
1 subsidiaries 2 overseas 3 exploit 4 reposition 5 establish
Business and the law
READING
A
1 People, products, premises and profit
2 An international cosmetics organisation with offices and factories worldwide
B
1 Medicated skincare products. This is important because these products must comply with strict medicines
legislation.
2 Employees, management, shareholders, customers
3 Laws relating to discrimination, diversity and equal opportunities
4 To ensure the product is safe; to describe it accurately in advertising and on packaging
5 What is said in the advertisement, and how it is said
6 Because it needs to protect its right to patents, trademarks and copyright.
7 Health and safety laws
8 They can use a tax-avoidance scheme.
VOCABULARY
A
1 codes 2 under licence from 3 contracts of employment 4 recruited 5 discrimination
6 dismissal 7 shareholders 8 legal status 9 a product liability claim 10 damages
11 legislation 12 breach of contract 13 litigation 14 infringement of patents 15 premises
16 real estate 17 tax evasion
B
1e 2d 3a 4b 5c
C
1 equal opportunities 2 criminal offence 3 real estate 4 disciplinary procedure 5 Consumer protection
D
1 1 employment 2 consumer 3 medicines 4 tax 5 health and safety
2 1 under 2 of 3 against 4 with 5 of