Tài liệu tham khảo: Tài liệu bổ trợ môn tiếng anh chuyên ngành quản trị kinh doanh - Nguyễn Thị Thanh Trúc

E-RECRUITMENT

(Finish all the following Vocabulary exercises before doing Reading Exercises in the course book.)

Look at the main point and detailed questions (page 4-HR_Market Leader) then choose the best definitions for the following phrases

A the methods for using scientific discoveries for practical purposes, esp in industry

B information, tools or devices that motivate students and give information or assistance with questions

C a useful or valuable possession or quality of a country, organization, or person

A an examination of somebody’s knowledge or ability

C assessment and data management system via internet

A information provided to people from a computerized source

B information about how good or useful something or somebody’s work is

C an area of interest or an area over which a person has control

C images, sounds and text used by a computer to create a world where people can communicate with each other, play games and pretend to live another life

A a meeting in which people can talk about a problem or matter of public interest

B a website or web page where users can put comments about a particular issue or topic and reply to other users' comments

C an occasion or a place for talking about a matter of public interest

Look at paragraphs A-D (page 5-HR_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words withdraw measure up inappropriate candidate standard requirements

E-Recruitment exceed make use of opinion poll weed out stick with

1 the process of personnel recruitment using electronic resources, in particular the internet, online job advertising boards and search engines

2 an assessment of public opinion obtained by questioning a representative sample

3 to get rid of people or things that are not wanted

4 to continue doing something or using someone to do work for you, not stop or change to something or someone else

5 technical specifications or other precise criteria established by particular companies for internal or external use

Look at paragraphs E-H (page 5-HR_Market Leader) and find the words/phrases to match the definitions below

1 a picture of a person or an animal that represents a particular computer user in a computer game or on social media

2 become involved, or have contact with someone or something

4 company's reputation and popularity from a potential employer's perspective

Read the text and choose the best answers for each gap

Dagmar Schmidt is the head of recruitment at a German telecommunications company She talks about the (1) _,the methods that the company uses to recruit people: 'We advertise in national newspapers We look at the (2) _of applicants: their experience of different jobs and their educational qualifications

To evaluate potential candidates, we conduct thorough assessments We convene engaging group discussions to gauge their communication and interpersonal skills Subsequently, we engage in one-on-one interviews to delve into their experience and qualifications Additionally, candidates are required to complete written assessments that provide valuable insights into their cognitive abilities and personality traits.

After this, we (5) _three or four candidates We check their references by writing to their (6) _previous employers or teachers that candidates have named in their applications

If the references are OK, we ask the candidates to come back for more interviews Finally, we offer the job to someone, and if they (7) _we have to think again (some applicants may get other job offers at the same time as ours.) If they accept it, we hire them We (8) _someone only if we find the right person.'

A turn it on B turn it round

C turn it off D turn it down

Read the article, fill in the numbered blanks with the correct words/ phrases given in the box There are FOUR extra words particularly proactive competing impression instead growth available emerging wide sign in relationships recruit

Networking, particularly through online platforms, is crucial for business growth Online networking, similar to social networking, enables the development of a strong network Likewise, professional networking sites foster close professional relationships, which are essential for job seekers seeking to expand their connections and enhance their visibility within their respective industries.

In today's digital landscape, companies often bypass traditional advertising methods and seek candidates online Failing to maintain an online presence can hinder your visibility and make it unlikely for recruiters to find you Therefore, it is essential to actively engage online and make your professional identity known Many online business networking platforms, such as LinkedIn, have emerged to facilitate this need, providing businesses with access to a vast pool of potential candidates.

The first thing is to sign up with a good online site and create a profile that gives the best (6) _of your skills You need to show what you can do, as well as why you are the best person to do it Remember-there are lots of people (7) _for the same job!

The second thing is to clean up your online image Many companies not only look for candidates online but also do some background checking Try entering your name in a search engine and see what it comes up with Like many other people, you might find things are easily (8) _that you do not want an employer to know

Read the article and decide if the statements are TRUE or FALSE

1 Young employees are keen to engage in flexible working to reduce the stress of their working life

2 Employers provide nothing for their employees to work flexibly

3 Generation Y is expressing less concern for the planet and humanity than previous generations did

4 This generation expects to gain international experience faster than previous generations of employees

5 Generation Y is not important for employers

Generation Y: How to keep top talent engaged by Sarah Murray

A In recent years, many employers have struggled to meet the changing expectations of a generation of young employees-Gen Y, or the Millennials, as they are often known-who famously expect a high salary and plenty of work-life balance

Flexible work arrangements are highly valued by employees, with research indicating that a significant majority prioritize them Employers also recognize the benefits of such arrangements, acknowledging that it enhances talent attraction and retention The convenience of remote work reduces stress levels, leading many companies to embrace flexibility by providing advanced technologies and mobile devices to empower employees to redesign their work environment accordingly.

C However, as well as all the usual demands, HR and recruitment directors have noticed some significant changes in the way young recruits are approaching their careers these days

D Firstly, Generation Y are placing increasing importance on the company as an ethical employer Nowadays, there's a lot of talk about sustainability, whereas a decade or two ago, it wouldn't have been important The responsibility of companies to help solve some of the world's social and environmental problems is certainly rising up the young graduate's agenda; they want to be assured that the company has ethical practices and policies that match their own philosophies

E Employers are responding by offering a growing number of opportunities for staff to embark on community work These include fundraising or volunteering, career breaks or participation in international fellowship programmes through which they can spend time working for non-profit organisations in developing countries

F Another deciding factor for Generation Y is the desire to be exposed to a greater range of experiences and responsibilities at an earlier stage in their career As well as 'ticking the environmental and social box', volunteering and community programmes can help address this issue In addition, job rotations and accelerated leadership programmes can develop young recruits' skills and broaden their horizons by taking them away from their main roles and exposing them to other areas of the business

G Global experience is also highly valued by Gen Y recruits Vodafone, for example, places high-potential individuals in its other operating companies around the world as part of their career development While there is a cost to this strategy, if younger recruits are not given these opportunities, they may take them up anyway Take the example of a young employee who wanted to develop his career by working in India and was prepared to go on his own if Vodafone would not facilitate the move

H However, while the demands recruits place on their employers may present new challenges,

Generation Y also bring with them highly valuable new skills, particularly when it comes to the ease with which they use technology Global operations require a growing amount of virtual teamwork using web-based communications channel and video conferencing technology 'These are things that young people take for granted,' says Matthew Whitbourne, Senior Inventor at IBM and European Manager of the Extreme Blue summer work experience scheme, which allows talented students to gain valuable experience working on technical research projects 'As employers, we have to be more creative about this.'

(From Sara Helm and Rebecca Utteridge (2010), Human Resources Market Leader,

Read the letter and answer the questions below Give the answers WITH NO MORE THAN TWO WORDS

1 What position is Jim applying for?

2 Where did he find out about the job?

3 For how long did he do the job of the Finance officer at Taylor Benfield?

4 When did he qualify as an accounting technician?

5 What kind of company does Jim think will help him progress?

Finance officer: job ref AD401

BONUSES AND INCENTIVES

Look at the main point and detailed questions (page 36-HR_Market Leader) then choose the best definitions for the following phrases

A an arrangement under which additional payments are made to employees as a means of increasing production

C something that encourages a person to do something

A a promise for someone to purchase shares at some future time

B one thing that can be chosen

C payment of part of a company’s profits to shareholders in the form of extra shares rather than dividends

A an amount of money paid to the government that is based on your income

B the practice of applying tax

C the way you deal with someone or something

A money paid to someone in exchange for something that has been lost or damaged or for some problem

B a part of someone's pay that is based on how well they do their job

C something that makes you feel better when you have suffered something bad

A the salary and other benefits

B extra things, such as money or goods that you are given because of your job

C any benefit that an employer pays for an employee that is of a private nature

Look at paragraphs A-E (page 37-HR_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words

1 senior-level executives of an organization

2 to completely change something so that it is much better

3 in a way that is easy to see or by a large amount

4 something of great importance that everything else depends on

5 benefits such as health insurance, medical expense reimbursements, dental insurance, education assistance, and day care assistance

Look at paragraphs F-K (page 37-HR_Market Leader) and find the words/phrases to match the definitions below

1 the salary and other benefits

3 economic area using or involving advanced methods and the most modern equipment

4 portion of sales compensation determined by employee performance

5 a promise for someone to purchase shares at some future time

The pros and cons are well-known:

Pros: It provides a strong (1) _to work well; colleagues know who isn't pulling their weight and (2) _it if these people are paid the same

Cons: It creates (3) _between colleagues; performance may be difficult to measure; employees stop (4) _on quality of work and instead just focus on those factors that affect pay

It is of course possible to give a bonus to everyone at the end of the year if certain targets shift cornerstone middle management tax-free perks adjust hand out significantly top management revolutionize dilute

From the human resources point of view, another important issue is (5) _with the laws that affect pay There may be laws about:

The (6) _wage (an hourly rate for low-paid workers)

(7) _('time-and-a-half' may be mandatory for some workers)

Equal pay for equal work (to combat (8) _based on gender, age, race, etc)

4 A focus B focused C focusing D to focus

7 A part-time B full-time C overtime D seasonal

8 A fair treatment B discrimination C kind treatment D recognition

Read the passage, fill in the numbered blanks with the correct words/ phrases given in the box There are FOUR extra words networking appropriate keep inappropriate increments consult special compensation package white-collar concern (n) specialized performance based bonus

Pay is often referred to as 'salary' in (1) _jobs and “wages' in blue-collar jobs A company offers a (2) _(= pay + benefits) to employees, and this is the main way to attract and retain them

To determine appropriate compensation, it's crucial to research industry benchmarks This can be achieved by gathering information from current staff, individuals employed in similar roles, and job advertisements Additionally, consulting with the local chamber of commerce can provide valuable insights into prevailing salaries.

Sometimes the salary for a job is fixed; at other times it may be open to discussion, for example at interview or when a job offer is made A student looking for their first job probably won't have much bargaining power over pay, but other people might In particular, you have a position of strength if you have (6) _skills, an existing job, and you can see that the company needs you

Besides deciding how much to pay new hires, the other major (7) _of employers is how much of a rise (AmE raise) to give existing employees The three basic approaches, which are often mixed, are:

Give everyone the same percentage rise

Offer annual (8) _based on length of service

Have an incentive scheme where part of the rise is a bonus based on performance, results or profits

Read the passage and decide whether the statements are TRUE or FALSE

1 Herzberg argued that 'hygiene factors' motivate workers

2 Challenging jobs and responsibility are hygiene factors

3 Workers might be motivated by having responsibilities as part of a team

4 Job rotation can make a day's work more interesting

5 You can always motivate workers by telling them that they work for the best company in the field

It is logical to suppose that things like good labour relations, good working conditions, job security, good wages, and benefits such as sick pay, paid holidays and a pension are incentives that motivate workers But in The Motivation to Work, Frederick Herzberg argued that such conditions- or 'hygiene factors'- do not in fact motivate workers They are merely 'satisfiers'- or, more importantly, 'dissatisfiers' where they do not exist Workers who have them take them for granted As Herzberg put it, 'A reward once given becomes a right.' 'Motivators', on the responsibility, promotion, and so on Unless people are motivated, and want to do a good job, they will not perform well

However, there are and always will be plenty of boring, repetitive and mechanical jobs, and lots of unskilled workers who have to do them How can managers motivate people in such jobs? One solution is to give them some responsibilities, not as individuals but as part of a team For example, some supermarkets combine office staff, the people who fill the shelves, and the people who work on the checkout tills into a team and let them decide what product lines to stock, how to display them, and so on Other employers encourage job rotation, as doing four different repetitive jobs a day is better than doing only one Many people now talk about the importance of a company’s shared values or corporate culture, with which all the staff can identify: for example being the best hotel chain, or hamburger restaurant chain, or airline, or making the best, safest, most user-friendly, most ecological or most reliable products in a particular field

Unfortunately, not all the competing companies in an industry can seriously claim to be the best

(From Ian Mackenzie (2010) English For Business Studies, 3rd ed, Cambridge

Read the passage and answer the questions below

1 What is the purpose of the new reward system?

2 Who can get additional benefits such as healthcare or sports club membership?

3 How will BelleBank Poland make sure that the new reward system is fair?

4 How might an employer discriminate against part of its workforce through its reward scheme?

5 What can an organisation do to prevent discrimination?

BellaBank Reward strategy overview Introduction

The strategy has been developed through employee consultation It takes into account corporate objectives of profitability and the desire to foster innovation

The aim of the strategy is to set out the aims and objectives of the pay and rewards system, the criteria upon which it has been developed, and how the system administered The company will be taking a total reward approach, which incorporates all aspects of reward

Basic pay levels have been established through research and reference to industry norms BelleBank will seek to improve its position in the wages benchmarking table through increased profitability

Over the next year, the current grading system will be simplified The number of grades will be reduced, as will the number of spinal points between grades The company will operate a single spinal column system, with all rates being published on the intranet

Additional payments will be made to employees who work on national holidays in order to accommodate international clients Overtime, shift working and special duties will also attract additional pay

All employees will receive additional benefits in form of healthcare and sports club membership Additionally, some staff will be entitled to a company car, laptop and mobile phone

BelleBank will also seek to develop non-financial rewards in the form of options for home working, flexible benefits and preferred office space

BelleBank reserves the right to offer additional incentives to attract hard-to-recruit workers or retain employees in areas where there is a skill shortage This will be in the form of a lump sum or loyalty bonus

The company has decided to discontinue the current performance pay system and is currently investigating an alternative with an employee share option and profit share scheme

The company will make every effort to ensure that the reward system does not discriminate any group of employees, and will carry out annual equality audits

(From George Sandford, Series editors: Jeremy Day (2010), Cambridge English for

Translate the following sentences into Vietnamese

1 Hundreds of Taiwanese firms, especially in the technology sector, are adjusting the structure of compensation packages, following a series of changes to the accounting and tax treatment of stock bonuses

2 The biggest change can be seen at the general staff level, where the base pay will have to increase considerably

3 Traditionally, profit-sharing, mostly in the form of stock bonuses, accounted for up to

50 per cent of total compensation in the high-tech sector

4 For general staff, the proportion of cash bonuses in relation to total compensation is now almost the same in Taiwanese as foreign high-tech companies - between 13 and 15 per cent

Under the revised structure, guaranteed cash compensation will increase, with variable performance bonuses and profit-sharing cash bonuses comprising the remaining portion of remuneration This updated compensation model is designed to align incentives with performance and profitability.

Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS

1 Stock bonus used to be the most common in

2 Investors were not happy with Stock bonus or

3 Under the new compensation structure, at the general staff level,

4 At the middle management level, so there has been an increase in

5 For managers at the top, stock bonuses

HIRING LOCALLY AND ABROAD

Look at main point and detailed questions (page 48-HR_Market Leader) then choose the best definitions for the following phrases

A touch them with sudden force

B have an unpleasant or negative effect on them

A general slowdown in economic activity over a sustained period of time

B an extremely dangerous or difficult situation

C great time of business activities in a period of time

A the process of organizing a business or industry so that its main activities happen in local areas rather than nationally or internationally

B the process of making a product or service more suitable for a particular country, area

C a system for connecting the computers of people who work in the same building

A the amount of business that a company does in a period of time

B the percentage of employees leaving a company and are replaced by new people

C a piece of pastry that is folded to contain fruit within it

Look at paragraphs A-D (page 49-HR_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words outlook generous salary tip of the iceberg developed world breakneck development uncertain silver lining relatively the perfect storm fierce competition

1 the industrialized and economically advanced countries of the world collectively

2 a particularly bad or critical state of affairs, arising from a number of negative and unpredictable factors

4 A sign of hope in a negative situation

5 a small part of a much larger problem

Look at paragraphs E-I (page 49-HR_Market Leader) and find the words/phrases to match the definitions below

2 the total value of goods and services produced by a country in one year (not including its income from investment)

3 to change the direction, order, position, result, etc of something to its opposite

4 the amount a family is expected to pay for electricity, water and/or gas each month

Should you hire a full-time employee on a permanent contract?

A full-time employee is likely to have a better (1) _, more experience, more loyalty, your commitment to this individual, and you will have extra costs (eg paid vacation) to consider Other options might include:

• (2) _employees (eg students, retirees, individuals with children)

• Temporary help ('temps', recruited through an agency)

• Independent contractors and (3) _(who might work off your premises)

• Reorganizing the department to allocate work in a different way

What job will the new employee do?

There will be certain job skills that the organization needs If you're replacing an existing employee, then an (4) _could help to clarify some of the issues After some analysis you may produce:

A job description that gives the job title, a summary of the job and a list of the main tasks or duties

A person specification that lists the knowledge, experience, qualifications and skills that you would like a candidate to have These are often divided into 'essential' and (5) _specifications'

How will you attract applicants?

Once you have a job opening, your first thoughts are likely to be internal applicants If you don't offer opportunities to existing employees, they're likely to become (6) _and start looking elsewhere But if you do need to recruit (7) _, then you can use a variety of electronic and print media such as an online posting on a jobs website, or a classified ad (or a display ad) in a newspaper You can also use the services of a specialist employment agency, including head hunting firms for senior managers

Another source of new recruits is referrals, ie suggestions made by colleagues, existing employees, etc But beware: a workplace with too many friends results in a group that resists supervision, covers up for its members, socializes too much, ignores those not in the group, and causes problems if (8) _arise

2 A full-time B part-time C short-time D long-time

3 A freelancers B self-employed C employers D employees

4 A on-site interview B testing interview C telephone interviewD exit interview

7 A externally B internally C on-site D likely

Read the text below, fill in the numbered blanks with the correct words/ phrases given in the box There are FOUR extra words legal procedures afford dismisses constructive dismissal redundant notice redundancy items severance lump sum hand in unfair dismissal sack

If an employer (1) _an employee, they make them leave their job This is most likely because the employee has done something wrong In many countries, employers have to go through a set of (2) _before firing someone: for example first warning, second warning, final warning, then dismissal On the other hand, if an employee is made (3) _,their employer make them leave their job because the role is no longer necessary or because the employer cannot (4) _to keep paying the employee (5) _are the conditions of redundancy, for example, the payment of a (6) _of money or keeping a pension

If an employee claims (7) _, they begin a legal action against their employer in which they claim that they were forced to leave their job because of the behaviour of their employer

If an employee claims (8) _, they begin legal action against their employer in which they claim that they were dismissed from their job unfairly

Read the passage and decide whether the statements are TRUE or FALSE

1 Business consultants think that flat organizations are a bad idea

2 Flat organizations are good for small companies

3 When Silicon Valley companies were small, only the founders were involved in making decisions

4 Investors only wanted to have meetings with the finance manager

A fashion that appears regularly in the business world is the idea of the flat organization 'Flatten the pyramid,' business consultants tell us This will make your company faster and more effective Managers should give up some of the influence they have over their employees Without this top-down control, workers will find better ways of achieving results They will establish their own networks of communication that are blocked by traditional hierarchies.' It is true that this is a good system for small companies Many of the Silicon Valley giants such as Microsoft® and Apple® started with a group of idealistic people sharing a single, open-plan office There were no managers or reporting lines Everyone's idea was listened to and considered These were fast-moving, innovative companies, and those that survived, grew rapidly This growth brought change With more employees, the companies needed a structure

A few people became team leaders and then managers Those people built glass-walled offices that allowed them to watch and control what everyone in the open-plan office was doing These bigger companies needed more investors The investors needed to be confident that someone was in charge of their investment, so they wanted to talk to the boss They wanted the boss to show them the plan and the strategy So, little by little, the pyramid grew and the traditional hierarchy was the result And that is what happens, until the fashion for flat organizations comes round again

(From Simon Clarke (2020), In company 3.0, Intermediate-Online Workbook, Macmillan,

Read the passage and answer the questions below

1 According to Theory X, why do employees have to be closely controlled?

2 To whom has Theory X traditionally been applied?

3 According to Theory Y, why should employers give their workers responsibilities?

4 On Abraham Maslow's famous 'hierarchy of needs', what are considered as 'higher order' needs?

5 Why did Maslow criticize Theory Y?

In The Human Side of Enterprise, Douglas McGregor outlined two opposing theories of work and motivation What he calls Theory X is the rather pessimistic approach to workers and working which assumes that people are lazy and will avoid work and responsibility if they can

Consequently, workers have to be closely supervised and controlled, and told what to do They have to be both threatened, for example with losing their job, and rewarded with incentives, probably monetary ones such as a pay rise or bonuses Theory X assumes that most people are incapable of taking responsibility for themselves and have to be looked after It has traditionally been applied, for example, by managers of factory workers in large-scale manufacturing Theory Y, on the contrary, assumes that most people have a psychological need to work, and given the right conditions-job security, financial rewards-they will be creative, ambitious and self-motivated by the satisfaction of doing a good job Theory Y is probably more applicable to skilled professionals and what Peter Drucker called *knowledge workers'- managers, specialists, programmers, scientists, engineers-than people in unskilled jobs McGregor's two theories are based on Abraham Maslow's famous 'hierarchy of needs' Theory X relates to the basic, 'lower order' needs at the bottom of the hierarchy, such as financial security, while Theory Y relates to 'higher order' needs such as esteem (achievement, status and responsibility) and self-actualization (personal growth and fulfilment) that can be pursued if basic needs are satisfied

McGregor is widely considered to have laid the foundations for the modern people-centred view of management However, Maslow spent a year studying a Californian company that used Theory Y, and concluded that there are many people who are not looking for responsibility and achievement at work There will always be people with little self-discipline, who need security and certainty and protection against the burden of responsibility, so it is impossible to simply replace the “authoritarian Theory X with the 'progressive' Theory Y

(From Ian Mackenzie (2010), English For Business Studies, 3rd ed, Cambridge

1 The greater demand for qualified personnel in many areas had created an employment bonanza for the relatively few Vietnamese who had the specialist skills, as well as thousands of expatriate workers, not just from the developed world, but also from places such as the Philippines, India and Pakistan

2 The competition for skilled labour was fierce, with new arrivals in the employer market using generous salary offers to attract qualified staff

3 A survey by Smart HR, a human resources consultancy based in Ho Chi Minh City,

4 The main reason for this heavy demand for executives and managers had been the large wave of foreign direct investment in Vietnam's manufacturing sector over the previous few years: in 2007 alone, foreign direct investment had accounted for some $l1bn, or more than 12 per cent of gross domestic product

5 Tax benefits soon speeded up the localisation process: the previous expatriation trend reversed as companies started to reduce the number of foreigners they employed

1 Over the past few years, Vietnam's breakneck development

2 The demand for qualified personnel in

3 Consequently, whereas in the past Vietnamese workers had generally stayed with a single company for

4 According to Jessica Lu, Smart's Chief Executive,' If you were a human resources manager and you hadn't moved in three years,

5 As more international companies invested in Vietnam, they

JOB ADVERTISEMENT

Look at main point and detailed questions (page 60-HR_Market Leader) then choose the best definitions for the following phrases

A the way in which two people or groups of people feel and behave towards each other

B following something such as a rule or principle

C likely to get a job or benefit

A something that you must do, or something you need

C any federal, state, local, international, or other administrative order, constitution, regulation, law

A part of a company's business year, rather than the whole year

B temporary and intended to be used or accepted until something permanent exists

C in the time between two particular periods or events

B an object-oriented version of C (a computer programming language)

Look at paragraph A-B (page 61-HR_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words

HR strategy union representatives cooperate with monitor in accordance with succession plan employee- relations issues cost-efficient

1 problems or disputes between employees and management

2 someone in a particular organization who has been elected to represent employees who belong to a particular trade union

3 the process of introducing newly hired employees to their new workplace

4 the process of finding suitable people and preparing them to replace important executives in an organization when these executives leave or retire

5 to watch and check a situation carefully for a period of time in order to discover something about it

Look at paragraphs C-D (page 61-HR_Market Leader) and find the words/phrases to match the definitions below

1 the process of moving employees to a different job, or of sending them to work in a different place

2 the act of organizing a company, business, or system in a new way to make it operate more effectively

3 demonstrated or proved skills or knowledge

4 much greater than usual, especially in skill, intelligence, quality,

5 a person such as an employee, customer, or citizen who is involved with an organization, society, etc and therefore has responsibilities towards it and an interest in its success

Read the person specification and choose the best answers for each gap

PERSON SPECIFICATION Job title Cable TV project manager

Factor Essential Desirable How assessed

- Minimum 3 years in telecoms sector

A Carrying out building inspections B Managing the company’s finances

Read the template below, fill in the numbered blanks with the phrases on Dmitri’s notepad There are FOUR extra phrases that do not match the post

• 95% on-time delivery of all stock items

• Autonomous marketing budget-to be arranged

• To introduce and develop Mascotel’s cable TV provision

• Make sales calls and demonstrate products

• Create business and implementation plans

• Occasional business travel to New York office

• All staff in new cable division

• Carry out building inspections to ensure they meet with legal regulations

Job title Cable TV project manager

Relationships Liaison and regular progress reports/key directors

City centre based, some home working (8)……… Car, fully-expensed

Read the text and decide whether the statements are TRUE or FALSE

1 Job Advertising is the only way for companies to target the right people

2 Advertisements offer potential candidates more information why they should join this team and if they can meet the requirements or not

3 It is not necessary for job advertisements to give accurate information about posts

4 The main purpose of a job advertisement is to improve sales

5 Job advertisements can also help companies promote their company names to the general public

WHY JOB ADVERTISEMENTS ARE IMPORTANT

Job advertisements play a crucial role in attracting top talent in the competitive Bay Area job market Advertisements announce job openings, conveying the company's needs and attracting potential candidates Effective job descriptions provide crucial information to applicants, explaining the responsibilities and qualifications associated with the position, while differentiating the company from competitors By creating compelling job ads that accurately describe the role and company culture, hiring managers can reach a wider pool of qualified candidates and ultimately strengthen their workforce.

Job advertisements aim to attract suitable candidates for job openings They can appear in various formats, including newspapers, billboards, and online platforms like LinkedIn and Indeed By expanding the reach of the ad, organizations increase the likelihood of finding qualified individuals for their roles.

Let people know about your company

In addition to marketing towards new recruits, you can also multitask and promote your company name to the general public, those who are not currently looking for an employment

In this way you are letting people in on the kind of work your company does Job descriptions can also let people know about the company culture in a sense For instance, people can pay attention and figure out if the language used in your ad is formal or casual If you were a company specializing in comedy, your job ad would likely have a more casual tone

Telling the general public in the Bay area that help is wanted in your company also doubles as advertising, because it lets them know that your company is still in business and is looking to expand its growth Often when people don’t hear any news about a company for a while, it’s easy to forget that they are still around Being a business that is able to stick around longer than others is sure to stick in people’s minds and make people consider consuming your products or using your services

Effective job advertisements serve as gatekeepers, clearly outlining the essential skills and experiences required for candidates to proceed to the interview stage By establishing these criteria upfront, businesses can filter out unqualified applicants, ensuring that only those who align with the organization's needs are considered This targeted approach streamlines the recruitment process by attracting candidates who possess the necessary qualifications and eliminates the assessment of unsuitable candidates.

Read the five job adverts Answer the questions below Choose A-E or None

1 gives employees the opportunity to earn more by making sales?

2 gives employees the opportunity to earn more by working extra hours?

3 requires experience in the building trade?

4 does not require applicants to have IT skills?

5 requires the employee to make presentations?

We are looking for recent graduates who would like to work with some of the most important companies in the digital industry This post is based in Dubai Once you have received training on our computer system, you will be responsible for:

- liaising with recruiters to create job descriptions

We are looking for someone with passion, drive and commitment Recruitment Resourcers must be able to work under pressure and be self-motivated and people-focused These qualities will help you progress within the company Recruitment Resourcers who are willing to learn can train to become Account Managers and Account Directors

- Competitive basic salary plus commission

Our company is looking for someone to work in the sales and customer service department to ensure that customers have a professional service from the moment they place an order until they receive their shipment The job is for 27 hours per week Hours are negotiable Opportunities for overtime are likely

- be educated to degree level

Candidates should have experience in business logistics, purchasing and supply management or operations management

Do you have previous sales experience? Are you available from January 6th until the end of March?

We are currently looking for someone to deal with insurance renewals sales The role will involve calling existing customers and asking them if they intend to renew their policy, and if necessary, discuss how we can keep them as a customer The role is a 3-month fixed term contract The hours of work will be 8:45am until 5pm Monday to Friday We are looking for a hard worker who is computer literate and has a good telephone manner

As a Data Analyst you will join a team that analyses research data for anomalies and presents findings to people within and outside the company A graduate with an eye for detail and a love of working with figures would be ideal Confident communications skills are also vital If you enjoy problem solving, have an investigative and enquiring mind, have a good knowledge of word processing and spreadsheet software, and excellent numerical skills, this could be a great career opportunity for you

A great benefits package is available including health cover and gym membership

Reporting to the Project Manager, you will undertake property surveys, site inspections and attend site meetings to ensure that work undertaken by our contractors is being carried out properly You must have initiative, as you will be required to work on your own It is essential that you have your own transportation An allowance will be provided Candidates should have: Good keyboard and IT skills, an organised and methodical approach, good written and verbal communication skills

• Minimum 2-year Construction related qualification

• Minimum of two year's relevant experience or transferrable skills from a relevant background

(From https://www.examenglish.com/B2/b2 reading: Job adverts)

1 The ideal candidate will have a strong international background with a track record of success in a similar corporate environment

As the central liaison for HR matters both within and outside the organization, exceptional communication skills are essential Collaborating effectively with diverse teams enables the delivery of HR services aligned with company objectives.

3 It is essential that you can respond to the ever-changing needs of this business; you need the confidence to provide innovative HR solutions and have the credibility and integrity to present them to all levels of the organisation

4 You also need an autonomous, hands-on approach and the ability to manage a heavy workload

5 The key areas of responsibility are detailed below, but these may vary and the Human Resources Manager will perform additional tasks as and when required: Manage your team to maximise the efficiency of the HR department

1 A leading global pharmaceutical company is urgently seeking

2 To be considered for this role as a HR manager, the following requirements must be fulfilled

3 The HR manager will supply line management with the appropriate information to

4 The HR manager will communicate new policies and

5 The HR manager will manage your team

IMPROVING CUSTOMER EXPERIENCE

Look at main point and detailed questions (page 24-Marketing_Market Leader) then choose the best definitions for the following phrases

A the increase of something in size, number

B the activity of selling goods to the public, usually in shops

C the process used to develop products or services and sell them to customers

A industrial customers, purchase products or services to use in the production of other products

B a person that purchases something for his own consumption

C a person who buys goods or a service

A method of merchandising in which the seller's offer is made through mass mailing or through an advertisement placed in a newspaper or magazine and in which the buyer places an order by mail

B a sales methodology where the salesperson offers a solution to the prospect's specific problem

C a sales approach that prioritizes relationships and open dialogue to identify and provide solutions to a customer's needs

B a small shop dealing in fashionable clothing or accessories

A everything related to a business that affects a customer's perception and feelings about it

B communication between a customer and a company

C any written, electronic or oral communication that alleges deficiencies related to the identity, quality, durability, reliability

Look at paragraphs A-E (page 25-Marketing_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words bespoke branding first-hand experience third-party retailer product placement begin life sophisticated consumer goods move beyond….to take…approach to

1 a form of advertising in which branded goods and services are featured in a production that targets a large audience

3 do more than is expected or required

4 selecting the direction from where you want to start solving a problem

5 the activity of connecting a product with a particular name, symbol, etc or with particular features or ideas, in order to make people recognize and want to buy it

Look at paragraphs F-I (page 25-Marketing_Market Leader) and find the words/phrases to match the definitions below

1 a brand that attempts to embody the values, aspirations, interests, attitudes, or opinions of a group or a culture for marketing purposes

2 a store selling the goods of a particular company at prices that are lower than usual

3 a standalone store/shop that manages its own activities and does not depend on a larger organization for money or approval

4 communication between a customer and a company

Abraham Maslow was a twentieth-century social psychologist His-pyramid of basic needs is one of the most cited models in marketing Matt Robinson, a senior marketer for a high street bank, uses the model in a talk to the management team:

'Imagine that Mr Singh comes to see us about his pension plan Of course, we talk about his hopes and desires for his retirement

We usually start with how to meet his (1) _; by this we mean how he will pay for his food and housing - this is a major customer concern We will also talk about (2) _, how our client will protect himself and his family when he is retired We think about (3) _: will he still be able to afford membership of the golf club? Then there is the Porsche that he drives to the golf club This is an example of an (4) - to maintain his lifestyle and (5) _ We talk a lot about golf in fact! There are also (6) _: here we consider all Mr Singh's personal projects and dreams We have to (7) _ how much money he will need to invest today in order, for example, to be able to travel the world when he retires

(8) _are interested in customer needs as these can explain customer wants or desires for a specific product or service

C self-fulfillment needs D physiological needs

C esteem need D self-fulfillment needs

A self-fulfillment needs B physiological needs

("[Personal engagement]")* is crucial in understanding consumer purchasing behavior.* The *("[Purchasing pattern]")* refers to the regular and predictable way an individual makes purchases.* The *("[Marketing team]")* plays a vital role in shaping consumer *("[Purchase intentions]")* through marketing campaigns.* *("[Impulse purchasing]")* occurs when consumers make unplanned and spontaneous purchases.* Organizations must *("[Look out for safety needs]")* when selling products that pose potential hazards to consumers.

The (1) (actual decision to buy a product) depends on the type of product or service With yoghurt, for example, many customers wait until they are in the supermarket, in front of the row of yoghurts, before they decide On the other hand, for a more expensive product, with time before the purchase Our (3) (study to discover new information) shows that some customers spend three years thinking about the next type of car they will buy Obviously, Over these three years the (4) (plans to buy) may change a lot Then there are those (5) (purchases without any thought because they are a habit) that we all make without thinking I always get pasta, eggs and milk at the supermarkets So I never write them on the list and I always (6)

(keep trying to find) special offers and promotions This kind of (7) (shopping habit) is very difficult for a marketing team to change However, (8) (buying something you like when you see it) is created by different customer needs, and here we can really make a difference

Read the Summary and decide whether the statements are TRUE or FALSE

1 Union Direct customers seem to generally trust the bank

2 Existing and former customers don't realise that Union Direct is part of a larger banking group

3 When people make purchasing decisions, brand loyalty is their most important consideration

4 Most of the people surveyed would purchase products from other banks

5 Customers want their bank to represent their most important values

Customer attitudes towards the Union Direct brand

The following adjectives were used most frequently to describe how customers feel about Union Direct

Positive: Union Direct is innovative, convenient, flexible, independent

Negative: Union Direct is unsafe, risky, impersonal, greedy, secretive, irresponsible (Please note that most of these negative adjectives were also used to describe the banking industry in general Unsafe was often used in connection with Union Direct's status as an intemet-only bank.)

Although awareness of the Union Direct brand is high, existing and former customers are generally unaware that Union Direct is a brand within the Fjp Group Attitudes towards the Fjp Group brand were generally favourable amongst all groups interviewed

Despite being existing customers, respondents did not exhibit substantial brand loyalty towards Union Direct Instead, tangible factors such as customer service efficiency and product/service features held greater sway in their purchasing decisions, indicating that brand loyalty was not a primary consideration.

Only a small number of people change their bank accounts more than once every five years However, the majority of people surveyed would choose credit cards or investment products from banks other than their own if those products/services met their needs

Customers expect their bank to treat them with respect and to represent their core values, but feel that it often doesn't Those core values include fairness, justice, the rule of law and equality

(From Nick Robinson (2018), Cambridge English for Marketing, Cambridge University

Read the article and answer the questions below

1 What produces customer loyalty, according to Simco in paragraph 2?

2 What, according to Simco in paragraph 3, is the key factor in making a company better than its rivals?

3 In paragraph 4, what is given as the main benefit of having loyal customers?

4 Why does Royal believe it is difficult for companies to be different from their competitors?

5 Which of these does Royal say is an essential characteristic of a good employee?

1 Just how do you take your customers from satisfaction to loyalty? Those were the questions Dr Jodi Simco and Dr Mark Royal of Hay Group, a human resource consulting firm, answered at LOMA's recent Customer Service Conference Simco and Royal talked about the link they've found between business culture, employee loyalty, customer loyalty and revenue growth

2 'First, it's important to ask ourselves just what our definition of customer loyalty is,' Simco said 'And based on our research, we've found that it's when your customers have a strong bond to you and come back to you time and time again They view you as the provider of choice So company and not only use your current products and services, but maybe start using some new ones and recommending them to others.'

3 Simco identified two factors that decide whether satisfied customers will become loyal ones: the outcome that customers experience and the process by which they receive it 'We've all bought cars, and the car might be the most wonderful car, so the outcome was positive,' Simco said 'But we might decide not to go back to the car dealership because they were annoying to work with In this case, the process was negative.' People, in the form of employees, are part of that process, she explained, and 'people are your key competitive advantage It's your people who developed those relationships with your customers, and you really need to focus on them.'

MAKING THE MOST OF AN ONLINE STORE

A virtual store/a website or application by means of which goods or services are sold over the internet

B retail store, by which sales are carried out within actual premises of a real estate property owned or leased by the relevant business

A to develop gradually, or to cause something or someone to develop gradually

B take full advantage of something

C to say or do something as a reaction to something

A knowledge or skill from doing

B the activity of buying things from shops

C your customers encounter your brand, store, and products

A the work of looking after customers and ensuring their satisfaction with one's business and its goods or services

B anything that has a negative impact on the customer's perception of your company

C any written, electronic or oral communication that alleges deficiencies related to the identity, quality, durability, reliability, safety or performance of a medical device

A a book with a list of all the goods that you can buy from a store:

B done using computer technology over the internet

C online catalog/online catalogue or an electronic library catalog referring to the retail product offerings of an online shopping service

Look at paragraphs A-D (page 33-Marketing_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words demanding e-commerce limited-edition next-generation ‘scarcity' tactics come to expect authority product reviews limit availability e-commerce functionality

1 learn to expect that something is likely to happen

2 the opinions or feedbacks of customers for a particular product

3 what a site has to be able to do for customers in order to do business online

4 released in a limited-quantity print run, usually fewer than 1000 copies

5 kind of feature allowing you to set limits on specific pricing options

Look at paragraphs E-G (page 33-Marketing_Market Leader) and find the words/phrases to match the definitions below

1 a set of ideas about a product, service or a brand that a customer holds in their mind

2 the degree to which it is easy to use

3 contextual information such as an individual's or sensor's location, activity, the time of day, and proximity to other people or objects and devices

4 the basic or most important idea or quality of a company

In the late 1990s companies raised vast amounts of money from investors for e-commerce Internet sites, both business-to-consumer (B2C) and business-to-business (B2B) B2B, where businesses obtain supplies using the internet, is also referred to as (1) _

Commentators talked about the old economy, with companies doing business in traditional ways, and the new economy, with companies doing business over the Internet This was the (2) _, the period of large numbers of Internet start-ups, many promising riches for investors, some of whom believed that the usual laws of economics no longer applied However, most of the sites from that time have now disappeared

In business-to-consumer e-commerce, sites were set up selling everything from pet food to clothes Among the survivors, there are companies like Amazon, pure-play (exclusively) online sellers, with no (3) _no bricks-and-mortar outlets This is (4)

Clicks-and-mortar retail organizations seamlessly integrate e-commerce into their traditional brick-and-mortar operations This strategy allows legacy businesses, such as Tesco, to leverage their existing infrastructure, including physical stores, supply chains, and customer relationships By combining online and offline channels, clicks-and-mortar retailers can enhance customer convenience, streamline order fulfillment, and reduce the capital expenditure associated with establishing a purely e-commerce platform.

In business-to-business e-commerce, groups of companies can set up (6) For example, the WorldWide Retail Exchange allows companies to bid to supply participating retailers in a (7) _on the Internet — the supplier offering the lowest price gets the contract There are also private exchanges, where a single company deals with suppliers in this way Some companies prefer to use this form of e-commerce because they do not want to indicate their requirements to their competitors, thus revealing their current activities

Both public and private exchanges are also referred to as (8) _, trading hubs or trading platforms

C tech bubble D All of the above are correct

C boutiques D Both A and B are correct

Charge *(a regular payment)** Licence fees *(a regular payment made to use something)** Applications *(a request to do something)** Application forms *(a form to complete in order to make a request)** Track records *(a record of past performance)** Track packages *(follow the progress of something being sent)** Sense of community *(a feeling of belonging to a group)** Sense of responsibility *(a feeling of duty to do something)** Stumbling blocks *(obstacles)** Web browser *(a software program that allows you to view the internet)

Mr Benioff, the president of Salesforce.com, wants to liberate firms from current practice in the software industry Traditionally, firms used to pay for new software with large (1)

Investing in software can introduce additional financial burdens and time constraints License fees (amount of money paid for the right to use software) often require subsequent expenses for installation and training The process of implementing new software (computer programs) on computers can be a resource-intensive endeavor, consuming both money and time.

With Salesforce.com's service, by contrast, companies rent software-for $65 per user per month They do not need to invest in new hardware or install software on existing computers, as all the computing takes place on Salesforce.com's machines Users (mostly salespeople) access the service through a (3) (program which allows you to explore the web) Training usually takes hours rather than weeks

Self-service technologies have seen widespread adoption, enabling millions to manage their finances, refinance mortgages, and purchase tickets from the comfort of their homes Driven by cost reduction, self-service eliminates the need for human employees, allowing customers to perform tasks previously carried out by staff without compensation The effective implementation of self-service relies on a harmonious relationship between customers, machines, and software, resulting in substantial cost savings for companies.

The majority of all travel purchases are expected to take place online Within a decade Travel websites already represent (5) (approximately) 45% of all online sales In America Yet the industry's record could be even more impressive, except for two (6) (problems) Many people research travel options in cyberspace and then book their trip through a retail travel agent Second, many use a number of different sites to purchase different elements of their trip That (7) (puts a high value on) sites that are able to offer one-stop shopping with the lowest prices

There are San Franciscans who have found their spouse, Job, house and pet on Craigslist.org The top two categories among its three million classified ads in any given month are for Job vacancies (23%) and accommodation (21%)

With a billion page views a month, this is the sort of success that most dotcoms can only dream about All the money still comes exclusively from employers advertising job vacancies; they represent less than 0.1 % of all users For everyone else, Craigslist is free This generates a genuine (8) (feeling that you are part of a group or society)

1 The writer thinks that, for consumers, online retailing has a lot of potential

2 According to the survey, consumers who have a lot of technical problems when trying to buy online are likely to leave the site and/or go to a competitor's site

3 The writer thinks consumers want sites that offer an easy way to contact customer services

4 For an online sales channel, providing excellent customer service is more important than for other channels

5 The article includes four actions for improving the way complaints are handled

Customer experience is key in protecting online sales by Rebecca Ward

A Shopping online makes sense for consumers - the web can save both money and time, and offers them the convenience of a very large selection of products A recent Harris Interactive survey, commissioned by Tealeaf, a specialist in customer experience management software, revealed that in the UK, over half of all online adults (52 per cent) generally prefer to do business online (compared to 41 per cent in person)

B But what happens when a consumer tries to purchase online and something goes wrong?

The seamless functioning of an e-commerce website is paramount, as technical errors or obstacles, such as login difficulties, abandoned shopping carts, or cryptic error messages, can drive users to abandon the platform Unlike physical stores where customers may seek assistance from an employee, the ease of switching to a competitor online means that any inconvenience or frustration can lead to lost sales.

INTERNET ADVERTISING

A the large system of connected computers around the world

B a set of tools for delivering promotional messages to people worldwide, using the Internet as a global marketing platform

C a business that makes things known generally or in public, esp in order to sell them

A anything you do to bring in new business or increase your firm's visibility and reputation

B the work of advertising and offering goods or services for sale

C a way of performing a skillful activity

A a type of product made by a particular company

C knowledge of the name of a company and the products it sells

A inform, remind, persuade convincingly consumers to drive their decision towards purchasing the product or service under a brand

B put products on a higher shelf

C raise someone to more important position or rank

A the group of people together in one place to watch or listen to a play, film, someone speaking

C a formal meeting that you have with an important person

Look at paragraphs A-D (page 41-Marketing_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words search advertising profile page niche audiences brand campaigns search marketing large niches intrusive sustain incorporate (v) banner ads

1 a tactic used to gain online presence and traffic via paid and unpaid strategies on search engines such as Google, Bing, and Yahoo

2 an advertisement that appears across the top of a page on the internet

3 series of activities of putting your company's story and message in front of an audience, with the goal of increasing brand awareness and improving brand equity in the mind of the consumer

4 include something within something else

5 a more focussed subgroup of the broader market's target audience

Look at paragraphs E-H (page 41-Marketing_Market Leader) and find the words/phrases to match the definitions below

1 the interaction of consumers and users of a product or service which amplifies or alters the original marketing message

2 any content- text, videos, images, reviews, etc created by people, rather than brands

3 to make a new product, service, or system available for the first time:

4 a particular situation, event, or fact, especially an example of something that happens generally

People still enjoy ad that are creative and entertaining But it raises an awkward question: does it actually sell any more chocolates or cars! Although TV viewers tend to be able to (1) _a particularly good commercial, many cannot remember the product it (2) _And for the most parts, they try to avoid the rising barrage of ads Getting their attention is becoming increasingly difficult, because audiences are splintering as people use different kinds of media, such as cable television and the Internet The choice of products and services available is multiplying, but at the same time, consumers have become more sceptical about claims made for products In today's (3) _,consumers have the power to pick and choose as never before This new consumer power is changing the way the world shops The ability to get information about whatever you want, whenever you want, has given shoppers (4) _strength

In transparent markets, strong brands reign supreme This surge in consumer choice increases the value of established brands, enabling them to expand into new markets Apple's iPod success challenged Sony's dominance in portable music, while Starbucks is leveraging its brand to establish a presence in the music industry Similarly, Dell is transitioning from computers to consumer electronics, demonstrating the power of brand extension in competitive markets.

'I am constantly amazed at the (7) _level and sophistication of the average consumer,' says Mike George, Dell's chief marketing officer If Dell changes prices on its website, its customers' buying (8) change literally within a minute

3 A shopping mall B open market C retail sector D market place

Read the five extracts A-E, choose the words/phrases from box to match the italic definitions in brackets for each blank There are FOUR EXTRAS households on track inaudible exposure to objected to barcodes loud tracked subjected to

(electronic) tracers/cookies family members bombarded (with)

Measuring the effectiveness of advertising

A The most ambitious effort to measure the effectiveness of advertising is Project Apollo, which is now recruiting 30,000 (1) (groups of people, often families, who live together) in America to become the most closely studied consumers ever Apollo, run jointly by Arbitron and VNU, will collect information on these families' lifestyles To measure their (2)

(experience of) electronic media, they will carry an Arbitron device called a 'portable people meter' This device, the size of a pager, was initially developed to detect (3) (unable to be heard) codes placed in radio and TV commercials, as well as other forms of electronic media ranging from the cinema to background music in places like supermarkets

B A variety of methods will be used to find out how members of the households spend their day and what they buy Nielsen's Homescan system, for instance, uses scanners to read the (4)

(patterns of black lines which can be read by and recorded on a computer ) on all their purchases Linda Dupree, in charge of new-product development at Arbitron, explains that although marketers gather lot of information, it has always been difficult to put it all together to establish a link between exposure to ads and buying behaviour This is what Apollo is designed to achieve

C Mr Gossman, of Revenue Science, has his own ideas about the way advertisers will reach consumers in the future His behavioural targeting software is already at work on many websites For instance, it was used by the online edition of the Wall Street Journal to try to establish which readers were frequent flyers from their reading of travel-related stories and sections Individuals using the websites remain anonymous, but they can be identified as users by (5) (devices which allow movements to be followed) that show which websites they have visited When the frequent travelrs returned to the Wall Street Journal site, they were presented with American Airline ads in whatever sections they read 'The response to the ads increased significantly,' says Mr Gossman

D As most networked electronic media will probably be using Internet-based technology, the same user could be (6) (followed/monitored) even when he uses different devices, such as a mobile phone or an interactive TV set This allows audiences with common interests to be grouped together, making them commercially attractive to advertisers, wherever they happen to be Apart from delivering ads that are more likely to be relevant, the advertisers will also be able to limit the number of times an ad is shown to an individual inorder to avoid irritating him

E 'The consumer experience with advertising will improve”: predicts Arbitron's Mr Morris

The advertising industry must hope he is right People are increasingly able to filter out ads Whoever wishes to can pay to avoid them, use technology to block them or simply ignore them The average American is now (7) (forced to experience something unpleasant) some 3,000 marketing messages every day and could not possibly take all of them in Two-thirds of consumers feel 'constantly (8) (given so much information that it is difficult to deal with) with too much advertising and marketing, according to a survey by Yankelovich Partners, a firm of marketing consultants

1 Adobe survived the dot-com crash because they changed before it happened

2 Adobe's main objective is to become the world's largest software company

3 Adobe's main business opportunity represents a program for transmitting documents

4 Employees stay with Adobe because they were afraid of being unemployed

5 According to Chizen, the way Adobe's products are changing the world has motivated Adobe's employees

Ability to change is essential in the new business environment, as we found out when we talked to Bruce Chizen of Adobe Systems

Adobe Systems is a software company which survived the dot-com crash of the late 90s As Bruce Chizen, its CEO, recalls, 'By that time, we had already refocused our business Our strategy had several elements First, we said we were going to focus our key markets In other words, we were going to concentrate on creative professionals and people who really cared about the quality of the information they communicated: They also decided to focus on documents and to streamline the company

'Our mission hasn't changed: he adds, 'It's always been about developing, designing, marketing, selling software to help people to communicate better But being able to stay with what we do well-and then growing the number of our constituents (people who use our

DEVELOPING CUSTOMER RELATIONSHIPS

A questions, often expressing doubt about something

B requests by customers for information regarding products, services

A do something as a reaction to something that has happened

B say or write something as a reaction to something that has been said or written

C anything that has a negative impact on the customer's perception of your company

A the right of a person or company to be paid money

B the right to order, tickets for an event

C something that you do or deal with first because it is more important or urgent than other things

A customer information that you've collected in the first-party context, for example, from websites, apps, physical stores

B information in an electronic form that can be stored and used by a computer

C the activity of collecting information, especially using computers

Look at paragraphs A-C (page 73-Marketing_Market Leader) Match the words/phrases in the box with their definitions There are FIVE extra words customer relations onshore call centre

"One size fits all" customer relationships offshore call centre staff turnover fit in with a standard process put into practice move away from

1 the way in which a business and its customers feel and behave towards each other over a period of time

2 The efforts that a company takes to create ongoing mutually beneficial relationships with its customers that delivers value for both the customer and the company

3 an office/company based in any other country outside the US providing information to its customers

4 The term for a product that would fit in all instances

5 multiple routing sequences across multiple bills of manufacturing

Look at paragraphs D-F (page 73-Marketing_Market Leader) and find the words/phrases to match the definitions below

1 have sufficient incentive, desire, or drive

2 the fact of keeping a customer for a period of time:

4 the ability to have a clear, deep, and sometimes sudden understanding of a complicated problem or situation

5 the fact that a customer returns to buy more products or services from the same company

As a valued (1) _client of BDD Ltd, I am sure you will be interested to know that from

1 April of this year, we are (2) _our budget document delivery services to the whole of Europe This (3) _we shall be offering the same (4) _of service that you have come to expect from our UK operations:

• 24-hour (5) _pick-up and delivery service

• documents delivered within 12 hours anywhere in Europe

• prices on average less than 30% of prices (6) _by our main competitors

I (7) _a leaflet detailing our new service,

If you would like to know more about this service, or if there is any other way in which we can help you to do trouble-free business with maximum efficiency, please do not (8) _to contact me personally

1 A permanent B long-standing C long-term D lengthy

5 A door-to-door B house-to-house C face-to-face D hand-to-hand

Choose the words/phrases from box to match the italic definitions in brackets for each blank There are FOUR EXTRAS verbal communication a must rapport handle happy customers an option word of mouth handle awkward customers front-line staff project non-verbal communication lay off retain customers

Training in customer communication skills

This article will equip you with the skills to foster rapport and enhance communication with your customers You'll delve into the nuances of nonverbal communication and its impact on customer perception Additionally, you'll master telephone etiquette, exuding professionalism and delivering exceptional service Finally, you'll discover how to leverage email as a powerful tool for effective customer engagement.

Providing a first-class customer service and creating the right impression first time is (4)

(essential) for (5) (staff who deal with customers) To be successful at customer care requires an understanding of customer expectations and the skills to exceed that expectation This practical and interactive course provides the personal and professional skills for staff that are often the first point of contact for customers Throughout the course delegates will have the opportunity to practise customer-handling skills with role-play and in discussion groups, enabling a confident return to the workplace

(6) (people telling each other about your product or business) is the cheapest and most effective way of marketing your business and extending your customer base Treat your customers badly, and you could be paying a heavy price for what are essentially simple people skills This course is designed for anyone who wants to know how to make a positive impression to (7) (keep clients), eliminate customer dissatisfaction and learn how to (8) (deal with difficult clients) appropriately

To address your customers' needs you must be able to think like them, respond to whatever they throw at you and still show you're pleased to be able to help them

D Telephone skills and customer-care training course

More and more companies are setting up customer helplines as the quickest and most convenient way of establishing customer contacts Call centres and mail order are the fastest- growing operational departments for UK organisations It is essential that all employees represent their organisation in a professional and friendly way Clear and effective communication is essential to ensure that the business is not lost If your staff are not trained properly on telephone skills, how much business are they losing your company?

Read the letter and decide whether the statements are TRUE or FALSE

1 The customer was not very happy with the service

2 Details of the problem were not clearly expressed in the letter

3 The consequence of this problem was that they lost a lot of time but paid no extra cost

4 They have had the same problem with the company over the years

5 The customer would look for other leasers if they did not correct the problem

Incorrect and late delivery of equipment

Following our telephone conversation last Wednesday, I would like to express my dissatisfaction with your company's recent service in writing

Last Monday, I ordered the delivery of two Yamaha Mark 5 building hoists which were urgently needed for construction work we are carrying our in the Berlin area According to your recent letter, we understood we would have the equipment within 24 hours, and so we organised our work schedules to take this into account However, the equipment did not arrive until late on Wednesday, nearly 48 hours after placing the order, and instead of sending Mark

5 hoists, your company delivered Mark 2s which do not meet our requirements

As a consequence of this, we were forced to entirely reorganise our construction teams and our building programmes until the correct equipment arrived This meant a considerable amount of extra work and loss of time on projects where our costs have been calculated very

We have, over the years, been very happy with your service and we have recommended you to other companies working in the sector A repetition of last week's incident would result in our having to look for other leasers, which is something we would prefer to avoid

(From Guy Brook-Hart (2007), Business Benchmark, Upper-Intermediate, Cambridge

Read the text Answer the questions below

1 What does 'customer service' refer to?

2 How can good customer service help businesses?

3 Why is a good Customer relationship management system essential for companies?

4 What key skill should customer service staff have?

5 What makes customers most annoyed?

The phrase 'customer service' can refer to pre-sales, sales and postsales The phrase 'customer support' is usually limited just to post-sales

Customer service is a key business function that is often overlooked In an age when many competing goods and services are very similar, the quality of customer service can make a big difference Good customer service can lead to repeat business, whereas unsatisfied customers tell all their friends

Customer service often makes use of CRM software This allows the company to provide a unified face to the customer, regardless of their channel of communication — telephone, email, or face-to-face The customer may have an initial enquiry, an order, an amendment to an order, a confirmation of an order, a cancellation of an order, an enquiry about delivery details, an after-sales enquiry about using the product, or a complaint With a good CRM system it makes no difference in every case the details will get logged so that any member of staff can immediately see a record of the case Having this information instantly available on-screen is a huge advantage While talking to a customer you know which products they have bought before, to what value, how they paid, etc You can also see a record of which questions they have asked, whether they have ever made a complaint, and if so how it was resolved

A key skill for customer service staff is active listening This means:

▪ Use the other person's name

▪ Let the customer explain the issue and pay full attention while they're speaking Don't interrupt, except for a) clarification questions and b) occasional brief summaries These summaries show you're listening and are on common ground

▪ Make written notes of key points

▪ If there is a problem, resist the urge to argue, defend or excuse Apologize sincerely and acknowledge any inconvenience caused

▪ If the conversation is face-to-face, maintain good eye contact and an open body posture (ie leaning slightly towards the other person)

Little things that make a BIG difference

▪ If customers have to wait, offer a drink, magazines and a comfortable chair

▪ Be friendly: use names, remember preferences, send a birthday card

▪ Provide something free: coffee, biscuits, pens, samples

▪ After an expensive purchase, follow up with a quick call just to check they’re happy

▪ Provide a life-time money-back guarantee Almost no-one actually returns products

▪ Remember to provide an FAQ section on your website and sales literature

▪ Don’t give customers the run-around: if you can’t personally deal with something, then stay with the customer while you hand them over gracefully to a colleague

Exceptional customer service requires acknowledging customer frustrations, particularly the annoyance caused by repeated transfers To mitigate this, assume responsibility for resolving queries If unable to handle the situation personally, inform the customer of a callback and potentially escalate the issue to a supervisor for decision-making.

▪ Make specific commitments: not, 'We’ll get back to you in a couple of days,' but 'We’ll get back to you by 5pm tomorrow

Don't forget your existing customers

▪ Offer them a bulk purchase discount in the future

▪ Get them to upgrade their product

▪ Every time you ship a product, include a flyer, catalogue, special offer, etc inside

▪ Have periodic promotions for 'preferred customers

▪ Invite customers to an event: it could be a product demonstration or seminar, or it could be a social event in an art gallery/historic building/interesting location

▪ Have frequent-buyer programs, and mail frequent buyers with a periodic newsletter

▪ Ask your customers how you can improve Use customer satisfaction surveys (and provide an incentive for them to be returned)

(From Emmerson, P (2009), Business Vocabulary Builder, from Intermediate to Upper-

Intermediate , 1st ed, Macmillan, Unit 19, Page 42)

1 Problems with customer service are numerous: answers learnt by rote or script, poor technology that makes the agent's job more difficult, high staff turnover, language barriers and prejudiced customers

2 Organisations need to move away from servicing the customer, and into the mindset of having relationships with them

3 At the heart of customer relationship management (developing systems to provide an individualized customer service) is the idea of providing a personal experience for every customer

SUPPLEMENTARY EXERCISES

TEXT COMPLETION

Read the article and choose the best answers for each gap

As many of you know, I have been working on a virtual project team for the past six months This is still a new way of working for our company and so I have been asked to write a short article about my experience for the company newsletter

Despite challenges posed by geographical dispersion, with team members based in ten cities across eight countries, the team has implemented effective strategies to foster collaboration Video conferencing, though initially demanding, has facilitated extensive communication and trust-building among team members Additionally, online document sharing and collaborative writing tools enable seamless project execution The global spread also provides unique advantages, allowing for continuous workflow as tasks can be passed from one member to another as their respective workdays begin or end.

Read the email and the attachment then choose the best answers for each gap

Thank you for your email about the difficulties experienced by a member of your sales team

I am (1) _to hear that the employee appraisal system is working well in your department, and that you are finding ways of responding to the needs of your staff

Please find attached an overview of the assertiveness training course your salesperson asked about If this individual thinks the course would be (2) _I can contact them directly with the full details

Assertiveness in sales training course

This is a two-day course The maximum number of (3) _is eight

- Defining assertiveness and its importance in sales

- Comparing assertiveness with the other three communication styles

- Calculating your own value as a person

- (4) _ and learning to manage negative thoughts

- Using positive communication techniques to present your proposal or offer

- Understanding the role of personal appearance in first (5) _

- Practising the use of (6) _ body language for building rapport

- Developing strategies for dealing with (7) _and rejection

- Setting goals and targets for (8) _assertiveness in personal and business situations

Text 3 Phone-Answering: Tips To Win Business

Your Guide to Small Business: Canada

How you answer the phone says a great deal about your business

Phone-answering skills are (1) _for businesses The telephone is still most businesses' (2) _point of contact with customers And the way you answer your company's phone will (3) _your customer's first impression of your business These phone-answering tips will ensure that callers know they're dealing with a (4) _business

1 Answer all incoming phone calls before the third ring

2 When you answer the phone, be warm and (5) _Your voice at the end of the telephone line is sometimes the only impression of your company a caller will get

3 When answering the phone, welcome callers courteously and (6) _yourself and your organisation Say, for instance, Good morning Cypress Technologies Susan speaking How may I help you? No one should ever have to ask if they've reached such and such a business

4 Keep your voice volume (7) _and speak slowly and clearly when answering the phone, so your caller can understand you easily

5 Always ask the caller if it's all right to put him or her on hold and don't leave people on hold for longer than is necessary If possible, provide callers on hold with progress reports every 30 to 45 seconds Offer them (8) _such as That line is still busy Will you continue to hold or should I have Mrs Lee call you back?

Report On Staff Survey Introduction

The aim of this report is to summarise points which have (1) _from our recent staff survey about changes in working practices

Staff (2) _represents a major cost in our company It involves (3) _ Recruitment processes and staff training We hope that by introducing these changes we will increase staff retention, motivation and efficiency

A large (4) _of our staff (three-quarters) said that they would be interested in flexible working Several people stated that they (5) _travelling to work at (6) _times stressful and time-consuming

A substantial proportion of our employees (29%) indicated a strong desire for career breaks Notably, one individual (7%) expressed a long-held aspiration to embark on a global travel experience, expressing a willingness to resume their employment upon their return.

A smaller percentage expressed interest in optional part-time working These were generally people with young children Several employees asked me if we could provide on-site nursery care for pre-school children

I believe we should go ahead with these changes because staff reactions have been generally positive and because employees can choose whether to take (8) _changes or not

Read the article and choose the best answers for each gap that match the definitions

Consider offering an (1) (something that will encourage people to do something) for taking part: a small discount from their next purchase, entry to a competition, things like that

You want to keep the (2) (the percentage of people who stop the survey before they have completed it) as low as possible, so ten questions or fewer is best Remember, people have a low attention span, especially when they're reading online

3 Remember: good questions give good data

To ensure data accuracy and usability, follow these guidelines: avoid leading questions, employ precise language to minimize ambiguity, separate complex inquiries, opt for straightforward vocabulary and grammar, and ensure mutually exclusive responses in multiple-choice questions.

4 Choose the right type of question

Open questions allow the (7) (person who completes a survey) to answer a question with no limitations on what they can say, for example, "What do you like most about your current bank?" A closed question has a limited number of responses to choose from: for example,

"How would you rate our customer service?" Very Good, Good, etc In theory, open questions provide you with more qualitative data, but they can be difficult to analyse Closed questions make it very easy to analyse the data, but you could be missing some valuable (8) (opinions about something)

5 Think about the order of your survey

Try a funnel approach: use general questions at the start of the questionnaire as a warm-up; then move on to more specific questions

2 A unemployment rate B turnover rate C dropout rate

4 A leading questions B tag questions C information questions

'Product' is the first of 'the four Ps' of marketing In marketing terms, a product is a solution for a target market The word covers goods and services and can also include the warranty, customer support and any complimentary products (eg add-on items such as a case for carrying the product)

Features are characteristics of a product that offer benefits to the customer Take the example of a television:

Feature Benefit screen size screen resolution surround sound allows for more distant viewing clear, more realistic picture enhanced sensory experience

The benefits above are called (1) _ In the addition, there are (2) _ These address needs such as status within a group, risk reduction, sense of independence and happiness

Branding involves establishing an (3) _for a product with the goal of distinguishing it from (4) _offerings This is essential in markets where products are similar and competition is fierce It's particularly important in helping to position the product: high-end ( upscale/up-market), mid-market, or low-end (= economy/ down-market)

The brand itself may be the name of a product, or a family of products, or of the company that makes them It usually includes a design element such as a logo or a symbol (eg Nike's 'swoosh')

Branding is traditionally associated with B2C, but recently B2B companies (eg Intel) have also started to invest in branding

READING COMPREHENSION

Read the article and decide whether the statements are TRUE or FALSE

1 No one thinks that women are better negotiators than men

2 It is claimed that men try to get more than they give in negotiations

3 It is believed that women are more likely to achieve a win-win result

4 Women and men are equally good at building strong business relationships

5 Research has confirmed that women are better at negotiating than men

Are women better negotiators than men? Many people believe this must be true They say that many of the reasons for failure or success in negotiations are due to factors that are typical of either women or men

For example, they tell us that men are more competitive than women and so aim for win- lose deals Men want to outdo the person they are negotiating with, On the other hand, it is argued, women are more co-operative and sympathetic They are better at seeing the other side's point of view This allows women to bargain more effectively

Another example is the issue of honesty Some people argue that women are more open They understand the value of sharing information rather than holding it back This way, they are more successful at building relationships, which leads to better, stronger compromises A further area is using multiple offers Women, we are told, are natural multi-taskers who can easily manage several offers on the table at the same time Men are too focused and will concentrate on negotiating a single proposal while failing to notice other possibilities

In reality, the differences between men and women are very small Years of research have shown that success or failure in negotiating is more closely linked to experience and training

A negotiator who is trained to look at both sides of the deal, build trust and make use of multiple offers will sign bigger and better contracts, regardless of gender

(From Simon Clarke (2020), In company 3.0, Intermediate-Online Workbook, Macmillan,

Read the email and decide whether the statements are TRUE or FALSE

1 Greg is unhappy about Nadia consulting him

2 She has a problem with introducing a new system of overtime

3 He thinks that staff automatically think of how change will benefit them

4 He is against giving staff automatic rights

5 He thinks managers should be willing to discuss the consequences of change

Tips on Getting Things Done

Subject: Tips on getting things done

Hi Nadia, I'm glad you talked to me about the problem you were having with your team regarding unpaid overtime It is best to flag it up right away and find out how to deal with it.I've had a bit of a think and come up with a few ideas

The first thing to remember is that it is normal for staff to be uncomfortable with change

So any resistance is not about people being difficult It is your job to make people aware of how change will benefit them They need to focus on future benefits, rather than on defending what they have been doing up to now So if they are flexible about working overtime when there is a tight deadline, they need to know that you will be flexible about time off or leaving early But your flexibility mustn't be seen as a right, just an understanding

People have automatic responses to change They will ask themselves why you know better than they do - or why you know better than the last person who perhaps tried to introduce a change that caused problems People tend to remember negative experiences rather than positive ones Over time, they will believe in you and trust your judgement if you manage them in the right way

So understand that change is threatening, and make sure you discuss all ideas with your team Discussions are best dealt with by exploring the consequences, rather than just saying 'What you are doing is wrong, you need to change'

(From Simon Clarke (2020), In company 3.0, Pre-Intermediate-Online Workbook,

1 The writer works at home

2 He didn't like working in an office

3 He isn't good at thinking in the morning

4 He likes having a sense of purpose

5 His day seemed to go very quickly when working in an office

A blog about working from home

As someone who now works from home, I now realize how wonderful it used to be working in an office You start the day with the alarm ringing and don't have to think about anything except 'getting to work' Showering, dressing and eating breakfast are all done in a dream You can start the day with a clear purpose, but without having to develop a sense of purpose The journey to the office is another lost pleasure It might be commuting by train with a group of 'friends' (people you meet at the station every day) It could be driving alone in your car, just you and the radio Or even better, walking to work listening to music while getting daily exercise On the way home, there is time to unwind and get ready for an evening of snoozing in front of the TV And the day seems so long when it is divided into getting up, going to work, working, coming home and being at home! Working at home is like the film Groundhog Day, where you live the same day over and over again You are no sooner awake than you are at your desk You spend the rest of the day trying to stop doing other things like watering the garden, or having a quick lie down Then suddenly it's late evening and, having achieved very little, you're ready for another chance to do it all again the next day

(From Simon Clarke (2020), In company 3.0, Pre-Intermediate-Online Workbook,

Read the Performance Appraisal Record and decide whether the statements are TRUE or FALSE

1 She has improved staff morale and working practices within the stores

2 Last year, some supervisors at the Heyworth store complained that their workload was too heavy

3 Pilar took a long time to update financial figures as she was not comfortable handling numerical data

4 Pilar does not want to be transferred to another region or abroad

5 Due to her progress over the past year, she will be promoted

Performance appraisal of: Pilar Garcia-Martinez

Position: Assistant Regional Store Manager

The following points have been agreed:

• delivers feedback clearly and constructively

• is good at finding solutions to boost revenue, cut costs and enhance the image of struggling stores has excellent judgement and acts quickly to prevent potential risks

Pilar: has increased the sales of under-performing stores and identified opportunities for improving revenue, such as modified product lines, innovative marketing and merchandising, creative product displays and effective pricing strategies has strengthened staff morale and adapted working practices so that the stores are operating to their optimum efficiency has ensured an improvement in the level of service, as well as the overall presentation of the stores takes pride in her role in establishing an efficient recruitment system

3 Fulfilment of last year's main objective(s)

During her last appraisal, Pilar expressed difficulty keeping track of supervisory activities in the Heyworth store Furthermore, some supervisors there felt neglected and that adequate time was not taken to address important issues in the store

Pilar was aware that she could not afford to spend more time at the Heyworth Store - only a few hours each quarter - due to the distance and time constraints She agreed that she needed to make more efficient use of her limited time at the store Since then, she has scheduled sessions in all stores within the region, which include reviews of work in progress, plans for upcoming work and general guidance She has also established a more comprehensive follow- up system so that she can monitor issues which have arisen at meetings There has been very positive feedback from many stores, including the Heyworth store, about the new system

Pilar's administrative responsibilities include providing financial and sales data to head office However, handling these figures has been noted as disorganized and prone to errors Pilar has expressed a lack of confidence in the new RMDS, which has made it challenging to maintain accurate revenue and sales data, leading to time-consuming updates.

Pilar will be provided with mentoring to refine her skills when handling data and using reporting systems She must also attend a three-day workshop on the RMDS

Pilar has expressed a desire to be considered for the role of Regional Store Manager She is prepared to transfer to another region or even abroad

Pilar continues to be a dedicated, high-performing employee who has progressed considerably this year, which means she could become a contender for promotion to regional store manager within the next year This would depend on her ability to master the administrative tasks mentioned above, which will be reviewed in three months

Due to her exceptional effort, our under-performing stores have exceeded their sales goals, so she will be awarded a bonus which reflects her achievement

(From Sara Helm and Rebecca Utteridge (2010), Human Resources Market Leader,

1 Companies only ask people who still work for them to look for new recruits

2 Indian employers save 75 per cent of their recruitment costs through personal referrals

3 Employees who bring new recruits to a company are usually rewarded with a job promotion

4 Job candidates who have been referred by a friend do not need to go through the same testing and interview process as other job candidates

5 It can be a good idea for a company to wait until a new recruit has successfully worked for the company for some time before paying a bonus to the person who recommended them

Social Networking Hits The Workplace by Alicia Clegg

SENTENCE TRANSLATION

1 Much of the real power of the Internet in recruitment exists in these external sites, where companies can build an employer brand and tap into potential recruits by engaging in issues about which these individuals are passionate

2 As well as social networking sites, virtual worlds such as Second Life also provide opportunities to engage prospective candidates, whose 'avatars' (invented online characters) can interact with those of the company's employees

3 However, the web offers more than automated form filling, particularly when it comes to identifying the best talent among the graduate community

4 Tech-savvy, younger-generation individuals now entering the job market spend much of their lives online and expect recruiters to be there, too

5 For companies, this means engaging in the online social networking that plays such an important part in the way young recruits interact with their peers

6 In spite of these recent initiatives, it is believed by many that there is a lack of structure, interest and investment in apprenticeship schemes in the UK

7 Bernd Atenstadt, Chief Executive of German Industry UK, said government training schemes were 'OK if you want to train people to be hairdressers and plumbers' but were less successful when it came to training engineers and other technical professionals

8 Traditional craftsmanship in wood and leather work as well as engineering were 'critical' to maintaining the company's brand

9 German companies come under pressure every year to provide apprenticeship places, and many advertise the number they offer as evidence of their commitment to the community

10 In recent years demand for places has exceeded supply, which has resulted in the federal government inviting employers' associations to Berlin for talks and providing incentives for companies to take on more trainees

11 For managers at the top, stock bonuses and other short-term incentives still make up 40 per cent of compensation

12 Managers at the top have seen little increase in their base wages but, like their mid- level colleagues, are receiving a higher proportion of performance- related pay and long-term incentives in their pay packages

13 Managers at the top have also experienced the introduction of stock options and a series of non-cash perks

14 While in many European countries the attraction of such perks is limited because they can be taxed, so far Taiwanese regulations don't apply to non-financial rewards

15 By providing a top executive with a company car or, alternatively, covering the expenses of a leased car, a company can effectively provide him or her with a tax-free perk

16 Consequently, as these long- established practices disappear and employees no longer switch jobs according to stock bonus payment changes, Taiwanese companies will be looking for other ways of attracting talent

Module 4_Hiring locally or abroad

17 As more international companies invested in Vietnam, they created something of a salary bubble for local senior management

18 The Smart HR survey showed that for foreign-invested enterprises, overall salaries increased by almost 18 per cent in 2008, but in executive positions, the rise was much more pronounced

19 According to Rupali Edekar, who runs Active Selection, a recruitment agency based in

Ho Chi Minh City, 'There were people with very limited experience and skills, and they were asking for totally unrealistic salaries.'

20 Many overseas companies started to layoff staff and imposed blanket hiring bans

21 Furthermore, a new tax law that came into effect on January 1 made life more difficult for expatriates

22 At around 35 per cent, the top rate of tax was already relatively high, but salary electricity), a company car, private education for the children and flights home were all used to attract skilled management to Vietnam

23 Managing a team will include establishing a realistic succession plan for HR staff

24 The Human Resources Manager will support the development and implementation of

HR strategy across the whole organisation in areas such as recruitment and retention, employee orientation, employee relations, performance management, training and development, and compensation and benefits

25 The Human Resources Manager will supervise, evaluate and monitor the delivery of these services and constantly seek ways of making them more effective and cost-efficient

26 The Human Resources Manager will co-operate with union representatives to resolve employee-relations issues so that such issues are handled in accordance with company policy and legal requirements

27 The ideal candidate will have a demonstrable experience in a broad range of HR areas and exposure to change management issues such as restructuring and redeployment

Module 6 _ Improving customer experience_ Marketing ML

28 In developing the boutiques, Nespresso is following the example of other consumer goods companies, such as Apple computers and Loui Vuitton luggage, which use their own retail outlets to sell products and create a sophisticated image for the brand

29 Nespresso, a subsidiary of the Swiss group Nestle, began life in 1986 as a mail-order business selling coffee capsules for espresso machines that people use at home

30 As Nespresso planned further expansion - pushing the brand into hotels, restaurants, offices and first- class airline services - it wanted people to have first-hand experience of its coffee

31 Nespresso's key outlets are divided between small bars in shops (typical in Asia and the Netherlands and now in London); large standalone boutiques; and the latest boutique bars, where up to half the total area of 400-450 square metres is for drinking coffee

Module 7_Marketing ML_Making the most of an online store

32 As the first point of contact for new customers, a company website is one of, if not the

33 To be noticed in an increasingly competitive marketplace, e-businesses need to introduce a wide variety of features to their websites to improve their customers' shopping experience

34 But what does a more interactive and interesting website really mean for the e-tailer?

35 The development of a multichannel marketplace is having a big impact on the retail market

36 Customers can balance their purchasing between the online and the offline world

37 The systems used to build these websites need to deliver all types of content-video, print, audio, PDFs and images-quickly and easily

38 In order to remain competitive, retail companies must be flexible and update web technologies to ensure they can meet the future needs of the business

Module 8_Marketing ML_Internet Advertising

39 Search advertising allows companies to compete for position on search engines, so when a user looks for cheap TV sets, a holiday, an iPod or a car, their brand comes out on top

40 In search advertising, advertisers only pay for the advertising when someone clicks on the search result

41 Advertising is not only about persuading a person to prefer a particular item A lot of advertising is about creating and sustaining brands

42 In the early days of the web, advertisers tried to build brand awareness through banner ads on other website

43 Banner ads often frustrated web users because they had to wait while their slow Internet connection uploaded an advert

44 Social-networking sites bringing huge online communities together is clearly an opportunity for advertisers

Module 9_Marketing ML_Developing customer Relationships

45 Customer service isn’t working: newspapers are filled with horror stories of customer service agents without the training or motivation to do more than read scripted responses

46 In customer service, as long as the customers are asking for something that fits in with standard processes, they will get what they want

47 If a customer’s request is different to the norm, the system starts to break down, and a customer experience can go wrong

48 Providing a personal experience for every customer means much more than a cheerful greeting or using first names

49 When it comes to customer service, it means adapting to the customer's needs, rather than having the customer adapt to the system

50 In terms of technology, analytics (the process of converting data into information for useful decision-making) offer important insights

Make sentences from given words and phrases below

1 Companies/need/encouraged/offer/higher/number/apprenticeship places/young people/./

2 Company/demonstrate/commitment/new/apprenticeship scheme/when/ it /promised over /8,000 places /a year/./

3 If /you/already/work/manufacturing sector/wish/move/managerial role/you/suit/this vocational training/./

4 As/there/always more jobs/people/fill/them/we/able/promotions/quickly/very upwardly mobile/./

5 We/simply/not/enough/experienced/skilled people/country/sharp rise/demand/local managers/./

6 As/result/large number/expatriate managers/enter/country/salary bubble/soon/appear/we/all/benefit/high salaries/./

7 By/end/2008/clear/economic downturn/emerge/lot/companies/begin/impose/blanket hiring ban/./

8 Companies/actually/start/lay off/managers/and/lot/expatriate workers/back/own/countries/./

9 Site Manager/main duties/supervision/contractors/ensure/health/safety/regulations/ follow/./

10 Postholder/update/customer account/details/regular basis/new/orders/handle/efficient/manner/./

11 Marketing Manager/supervise/produce/marketing/campaigns/high/standards/cost/ efficiency/./

12 Role/Marketing Manager/work/closely/Development Manager/ implementation/ new

13 One/main/responsibilities/provide/customers/delivery dates/details/./

14 Key/responsibility/provide/assistance/customers/experience/technical/problems/./

15 Accounting Manager/regional/activities/perform/alignment/global/standards/./

16 Strong/branding/consumers/sense/vast/number/product choices/messages/solutions/ fit/needs/./

17 retailer/need/examine/person-to-person/shopping experience/currently/offer/see/ where/fail/customers/expectations/./

18 important/customers/walk/every/interaction/company/they/feel/dissatisfy/./

19 We/experience/help/major/retailers/plan/e-businesses/advise/multi-channel/service/, they/offer/customers/online/‘bricks and mortar”/shopping/./

20 We/also/help/you/aspects/website/development/sure/site delivers/suitable/content/./

21 Today/more/demanding shoppers/look/higher/quality/better/value/products/e-tailers/./

22 Website/companies/product reviews/informative/references/satisfied customers/them inform/purchased decisions/./

23 Produce/video/lot/more/traditional banner ads/but/produce/higher/response rates/./

24 paid-for search advertising/search engines/Yahoo/guarantee/advertisers/a place/ search results/./

25 position/depend/amount/money/advertisers/willing/pay/each/time/user/click/listing/./

26 You/create/real/buzz/new/product/exciting/well-constructed/viral/video campaign/ carefully/target/niche audience/web users/./

27 Facebook/members/create/own/profile pages/biographical data/likes/dislikes/other/ information/choose/upload/page/./

28 We/roll/online/advertising/campaign/range/health foods/./

29 Use/online/channel/us/reach/new/customers/get/them/website/./

30 Many/most/successful/viral/video campaigns/aim/younger/audiences/./

31 People/we/need/offshore/call centre/South Africa/motivation/succeed/train/sales techniques/./

32 Agents/receive/training/help/work/new/scripts/we/develop/deal/after-sales/problems/./

33 Priority/customers/tailored/customer-service/solutions/personal needs/./

34 By/ improve/customer service/we/confident/we/win/more/repeat business/existing customers/./

35 Companies/sell/consumer goods/often/dependent/third party/retailers/marketing/products

36 Compete/retailers/need/websites/lots/different/technical/features/improve/ customers/shopping experience/./

37 Advances/web technology/retailers/have/“virtual”/catalogue/products/sites/./

38 Advances/web technology/increase/marketing/options/promote/products/online/./

39 Increase/ad spending/increase/sales/but/many/company/just/spend/fix/percentage/ of current/sales revenue/simply/spend/much/as/competitors/./

40 Advertising/widely/consider/essential/launch/new/consumer products/./

41 Advertising/inform/consumers/existence/benefits/products/services/attempt/persuade buy/use/them/./

42 Many/company/see/social/networking/communities/huge/opportunity/marketing products/niche audience/./

43 When/trainee/vocational qualifications/company/usually/ take/permanent/full-time/ employee/./

44 Government/just/announce/invest/heavily/apprenticeship scheme/give/thousands/ people/opportunity/practical/training/./

45 Some/Britain/biggest/companies/announce/maintain/recruitment/apprentices/ because/fears/skills shortages/worsen/./

46 If/base pay/majority/pay package/less/risk/because/most/income/guarantee/./

47 There/number/attractive/non-financial/rewards/childcare vouchers/low-interest/loans not/add/taxable/income/employee/./

48 middle management/level/increase/weight/merit-based pay/component/salaries/replacement/stock bonuses/stock options/./

49 by/provide/top/executive/company car/alternatively/cover/expense/leased car/company/effectively/provide/tax-free/perk/./

50 Due/sharp/rise/foreign/investment/overseas/firms/we/experience/period/ in which those/good/education/skills/enjoy/real/employment/bonanza/./

1 Marketers today use a greater variety of media

2 The marketing spend has been increased from

3 A change in fashion or a change in price can

4 Prices on all product lines

6 Google is an example of

8 Many national brands find it difficult

13 Banner and pop-up advertisements are

14 When planning any marketing activity, it is important

17 The point of viral ad is

18 To sell successfully in foreign markets, it is important

19 For each oversea market, it is essential to

20 A cost-effective method getting new customers is to

22 Brand loyalty is the tendency for customers to

23 Companies that deal with customers’ complaints quickly and efficiently are

25 Internet advertising is an effective way of

28 Viral marketing is a marketing strategy that encourage people

29 Consumer behavior is about how the consumer's

30 Online videos are a powerful way for marketers

32 One benefit of doing online test is

33 Job rotation allows young recruits to

34 Flexible learning allow employees to

35 Training department usually conduct a survey to

37 In large companies, remuneration committee decides on

38 Companies can use the Internet to build an employer brand so that

39 A talent scout is a person who

40 On-the-job learning is known as

41 Mentoring is a learning process which involves

42 A customized programme is designed to

43 A vocational qualification shows that someone

44 People buy life assurance so that if

45 If employees have private medical insurance, they

46 Stock options give the employees the right to

47 An incentive is designed to

48 An apprentice gains skills and experience through

50 A multicultural workforce benefits from the ability

IV TRANSLATION Translate the following sentences into Vietnamese

1 Khi làm tốt các bài kiểm tra thực hành và nhận ngay được phản hồi cho biết năng lực của họ vượt xa các yêu cầu công ty đưa ra, các ứng viên sẽ nhận thấy họ rất có tiềm năng để làm việc tại công ty và tiếp tục ứng tuyển

2 Trên trang web, các ứng viên có thể gặp gỡ những sinh viên có kinh nghiệm làm việc, tham gia các cuộc thăm dò ý kiến, tham gia các nhóm thảo luận, với các chủ đề đa dạng: từ các bài kiểm tra tâm lý đến chủ đề làm việc tại Trung Quốc

3 Đồng thời việc tận dụng dịch vụ của các công ty như Monster, tập đoàn tuyển dụng trực tuyến lớn nhất thế giới, các công ty đang sử dụng công nghệ trực tuyến để đẩy nhanh quá trình tuyển dụng

4 Tuy nhiên, các trang web cung cấp cho chúng ta nhiều thứ hơn là qui trình điền biểu mẫu

5 Tuy nhiên, ngày nay, các công ty nghĩ đến việc làm thế nào để các ứng viên phù hợp có thể tìm thấy họ bằng cách 'thiết lập một địa chỉ' ở đâu đấy trực tuyến, nằm bên ngoài miền web của họ

V SENTENCE COMPLETION (Your Answers may vary.)

1 Taking a practice test on a corporate website means an individual can measure themselves against the standards of the company

2 Some companies have extended their use of the Internet in the recruitment process and are using web tools very effectively.

3 Online recruitment allows candidates to find out details about the job they are applying for and fill out online forms.

4 If applicants don't measure up, they can withdraw from the process without wasting time on application forms or travelling to another city.

5 Traditionally, companies thought about how to find the right candidate

1 To help save yourself money and to help you achieve your career goals

2 When you are dealing with problems at work or when you want to change job

4 Having confidence in your ability to carry out your plan, defining the way forward: how to get you from here to there

5 To share their wisdom and advice as well as to ask for a score reflecting your development

IV TRANSLATION Translate the following sentences into Vietnamese

1 Một số công ty lớn nhất của Anh tuyên bố rằng họ sẽ tiếp tục tuyển dụng những người học việc, và trong một số trường hợp, việc tuyển dụng này sẽ tăng lên vì mối quan ngại tình trạng thiếu kỹ năng có thể tồi tệ hơn.

Tiêu đề	Tài liệu bổ trợ môn tiếng anh chuyên ngành quản trị kinh doanh
Trường học	Banking University Ho Chi Minh City
Chuyên ngành	Business Administration
Thể loại	Supplementary practice material
Thành phố	Ho Chi Minh City

Định dạng
Số trang	200
Dung lượng	1,44 MB