Subject code: INS1032

Semester 1, 2022- 2023

THEMES IN ENGLISH FOR BUSINESS

TEST
(Reading & Vocabulary)

Full Name ................................................................................................

Class ...............................................................................................

Student ID ...............................................................................................

Date of test (dd/mm/yyyy) ...............................................................................................

THIS TEST IS OF 50 MINUTES DURATION

Instructions to Candidates
1. Answer all questions.
2. The use of the dictionary is not allowed.

Information for Candidates

a. The test consists of 8 pages including the cover page.
b. There are two (2) parts in this test.
c. Part 1 carries 20 marks.
d. Part 2 carries 30 marks

PART ONE: READING

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Quesions 1-10: Read the article and do the following tasks.

Corporate road warriors

1 - The characteristic that most distinguishes today's executives is not their technological sophistication but
the amount of time they spend on the move. To observe the real impact of globalisation, you only have to
walk around an international airport. Among the crowds of tourists, an army of road warriors and corporate
executives march red-eyed across the world's time zones. Global markets mean constant global travel.

2 - Management consultants are among the most frenetic frequent fliers. They routinely cross continents for
a face-to-face meeting and then return home. They point to the importance of personal contact. For a
profession built on rational analysis, it seems illogical. Face-to-face meetings when one of the parties is
exhausted and jet-lagged seem unlikely to benefit anyone. But most consultants act as if email and satellite
links had never been invented. For the masters of logic, only the face-to-face experience will do.

3 - The question is why all the technological gadgetry has failed make a dent in the amount of business
travel? The answer seems to lie with a simple statistic. More than 90 percent of human communication is
non-verbal (some studies put it as high as 93 percent). Facial expressions, body language, eye contact - these
are all key conduits. Without them you can't get past first base. It's tough to bond over the Internet. "Most of
us still want face-to-face contact," says Cary Cooper, professor of organisational psychology and health at
the University of Manchester Institute of Science and Technology (UMIST). "A lot of people rely on their
personalities to persuade others," he says. "That doesn't come out in emails, and video conferencing is
limiting. They may also want to influence people outside of the meeting. A lot of lobbying goes on before
and after meetings. That's why eyeball-to-eyeball is so important. We still don't fully trust the technology
even though it has been around for a while. We prefer to talk behind closed doors."

4 - We also read body language to pick up the atmosphere, he says. "We walk into a meeting and pick up the
feel of what the other people are thinking. We watch how Y reacts to what X is saying. You can't do that by
videoconference. Most of us don't have the self-confidence to believe we can build the sorts of relationships
we need with clients and suppliers down the wire. Business travel won't decrease for that reason. It's a shame
because at the moment we're burning out an awful lot of people."

Questions 1 – 5: Decide whether the following statements are True (T) or False (F) then write T or F
on the space provided.
1. Business people are travelling more than ever before. .......
2. Management consultants travel less than other business people. .......
3. Most people think that using the Internet is as good as meeting face-to-face. .......
4. Body language is more important than what people actually say. .......
5. Business travel will decline in the long run as people use the Internet more and more. .......

Questions 6 - 9: What does the underlined word refer to? Write NO MORE THAN TWO (2)
WORDS on the space provided.
6. They routinely cross continents for a face-to-face meeting .......... (para 2)
7. .......... rely on their personalities to persuade others (para 3)
8. .......... even though it has been around for a while. (para 3)

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9. We also read body language to pick up the atmosphere, he says. (para 4)

Answers: 6. ..................................................................................................

7. ..................................................................................................

8. ..................................................................................................

9. ..................................................................................................

Question 10: What is the key message of the article? Circle the best alternative A, B or C.

A. Videoconferencing will eventually take over from face-to-face meetings.

B. Business meetings will always be necessary because people prefer to meet face-to-face.
C. Airlines face a difficult future as business travel declines.

Questions 11-20: Read the article about the new ways advertisers are using to reach their audience
and do the following tasks.

1 - When Unilever wanted to launch its AXE deodorants spray for men in the United States, it combined
young men’s natural interest in pretty girls with the attraction of a great house party. The idea was simple:
boy buys AXE, boy meets girl, boy smells nice, girl likes boy.

2 - The product, which was already popular in other parts of the world, was launched in the United States
with a powerful promotional plan to make it appeal to American male youth culture. Using the slogan “the
AXE effect”, the company used a number of marketing plans to bring the product to the attention of the
public. These included an online game, free samples of the deodorant, often given by attractive female
models, in retail stores, point-of-sale displays, media advertising and public relations (PR), all of which
hyped the centrepiece of the promotion: an once-in-a-lifetime party at a Florida mansion.

3 - Unilever began the December before by direct-mailing millions of college students and young males
aged between 11 and 24, who received free samples and information about the event, which was advertised
as the AXE House Party: lots of girls, rock stars and a beach house. A radio advertising campaign and
online publicity called for young men to log on the Internet to play a video game on the AXE website.
Participants had to apply their dating skills to core points. If the players reached a certain level, he entered a
lottery to win a trip to the party.

4 - AXE focused on the details and discovery of the party. Leaflets similar to ones made for a party by a
group of college students were posted in relevant locations such as men’s toilets at nightclubs. There were
also print ads in Rolling Stone and Spin magazines.

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5 - “It was all about getting into the mind of the 20-something guy”, says Mary Drapp, manager of strategic
alliances and sponsorships for Unilever. And they succeeded in doing that. Their website received more than
943,000 hits, or 20% more that the goal. Some 100 lucky young men were flown in to attend the party, held
near Miami. Hundreds of girls were invited to dance and enjoy musical acts from Nelly, Andrew W.K,
Nicole and the Riddlin Kids. Guests could use the pool, go to a game room or play air hockey, cards or
billiards.

6 - The party was filmed and edited into an hour-long show broadcast on TNN in April. “To our knowledge,
nobody has ever taken a consumer promotion and turned it into a television show”, says Steve Jarvis, the
marketing consultant for AXE. “That was something completely original”. After the party, AXE continued
to capitalise on the event. Some 500,000 special packs went on sale in retail stores, offering two cans of the
deodorant spray with a free AXE house-party CD that featured songs from the artists who have appeared at
the party. Following the promotion, results included a 22% increase in general brand awareness among
males aged 11 to 24 and a 3.0% to 3.7% increase in antiperspirant and deodorant market share.

Questions 11 - 16
 Read the article and choose the best answer.
 For questions 1-6, circle the best answer A, B, C or D.
11. Who were the target audience in Unilever’s promotional campaign?
A. Young women C. Men of all ages
B. Young men D. Men and women
12. How did people get an invitation to the house party?
A. By receiving direct mail C. By applying through an Internet site
B. By answering an advertisement D. By participating in a game
13. What was the aim of the publicity for the house party?
A. To show an exotic location C. To excite people curiosity
B. To improve men’s dating skills D. To show people they needed AXE
14. According to Mary Drapp, what was the aim of the promotional campaign?
A. to increase brand awareness.
B. to encourage people to visit the website.
C. to encourage a different type of customers to buy the product.
D. to show the effectiveness of the product
15. What was unique about the promotion of AXE?
A. The house party C. The free disc
B. The television programme D. The use of the Internet
16. What was the effect of the marketing campaign?
A. Twenty-two per cent more people knew about Unilever
B. Sales of AXE increased by 22%.
C. There was an increase in the percentage of the young men who knew about AXE.
D. Brand awareness rose to 3.7%.
Questions 17 - 20
 Match the words and expressions from the text with their meanings.
 For questions 7 - 10, write A - I on the space provided.

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A. a small piece of printed paper that gives information or

advertises something

B. how much of the market is taken by a particular product

C. a series of planned activities to persuade people to buy or

17. point-of-sale (Para 2) ............... to do something

D. the extent to which people know about and recognize a

18. direct mailing (Para 3) ............... particular brand

E. a short phrase that is easy to remember and used in an

19. campaign (Para 3) ................ advertisement

F. the place where the product is sold

20. leaflet (Para 4) ................
G. advertising by sending the post to a number of people
who might be interested in buying the products or
services

H. introduce (a product) to the market

I. visits (to a website)

PART TWO: BUSINESS TERMS

I - Choose the correct option a, b, c or d.

Corporate culture was recognised back in the 1980s as describing the character of an organisation by looking
at the beliefs and the organisational 1      of its employees. It includes things such as the company’s 2      as
well as its 3      code. The company structure is also taken into account, particularly the 4      within a
company. A company’s structure can be influenced by its management 5     . For example, if management is
adaptable and able to respond quickly to change, employees may find that their jobs change accordingly.
Technology has been one of the biggest drivers of change. Large tech companies tend to encourage staff to
solve problems in teams so the 6      -plan office has become popular once more. This allows staff to
collaborate more closely with each other, thus creating a good 7      within the working environment. There
also tends to be more 8      in other areas such as what staff wear. These companies create the 9      of being
fast-paced and modern – in fact a wonderful organisation to work for. They aim to attract the best employees
so the pay 10      are often above average.
1
a rates b behaviours c salaries d flexibility
2
a values b hierarchies c structures d rates
3
a structure b pay c value d dress
4
a strategy b hierarchy c atmosphere d image
5
a flexibility b structures c strategies d codes
6
a internal b flexible c equal d open
7
a strategy b structure c atmosphere d code
8

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a hierarchy b flexibility c strategy d atmosphere

9
a image b strategy c atmosphere d value
10
a salaries b codes c cultures d rates
II - Choose the correct option a, b, c or d.

When applying for a job, potential employees also look for signs that the company offers good career 1     .
They want to make sure that there is job-2      training, as such 3      courses will provide them with relevant
workplace skills. Companies should also provide a 4      for each new member of staff to help them develop
5
      in their new positions.
Many companies look for more than just excellent qualifications and a good skills 6     . They aim to find
staff who also demonstrate 7      intelligence, self-motivation and the ability to develop a good 8      with
colleagues and team members. However, companies still need to do a needs 9      to make sure that they can
provide a comprehensive training policy. This should include a thorough 10      programme for new
employees when they start, followed by continuous learning throughout their employment.

11
a delivery b development c induction d benchmarking
12
a blended b motivated c delivered d related
13
a online b trained c practical d learning
14
a mentor b learning c career d mentee
15
a induction b analysis c competency d method
16
a method b set c motivation d rapport
17
a learning b analytical c emotional d practical
18
a rapport b mentor c competency d method
19
a delivery b analysis c programme d standard
20
a online b skills c blended d induction

- END OF THE TEST-

FOR OFFICE USE ONLY

SCORE SHEET

PART 1/20

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PART 2/20

OVERALL
SCORE/50

FINAL SCORE/10

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