? Look at the statements below and the advice of four market analysts about a company's
future strategy on the opposite page.
? Which analyst's advice (A, B, C or D) does each statement 1-7 refer to? ? For each statement 1-7, mark one letter (A, B, C or D) on your Answer Sheet. ? You will need to use some of these letters more than once.
1 The kind of promotion Dexter has relied on so far, is unlikely to influence its target
2 Although Dexter can probably extend its range, finding enough capital will be difficult. 3 Dexter needs to think carefully about the brand image of its products. 4 Supplying niche retailers could give Dexter access to a new group of customers. 5 Dexter should consider working with a company experienced in advertising on a large
6 Increasing the margin on the current range is an area Dexter should concentrate on. 7 Dexter's approach to doing business has enabled it to compete with larger companies.
What next for Dexter?
Dexter's new shaving cream is a hit in the UK. The company's next challenges are to branch out into new products and to succeed in America. Four top analysts give their advice.
For Dexter the hardest part is yet to come. Many British companies fail in the U.S. and
Dexter is, unsurprisingly, finding it tough. And what's the sense in seeking cash for
expansion into new product areas while having to support a loss-making American
operation? There are more important things to do with the money, for example dealing
With the company's low profitability - a 2% return on sales. It might well be time to look at a few cost headings.
Breaking out of the shaving cream market should not be impossible for Dexter, but raising
the money to launch the products is the real challenge. Dexter might seek a partner with
the promotional skills needed for mass marketing, or focus on product development and
franchising. They ought to consider whether they should continue to attack the American
market, and, if so, they should seek a local partner. If control is apriority, the European market may be worth a look instead.
Dexter's entrepreneurship, which has helped it get a share of a market previously
dominated by two players, will be the key to further growth. The American market is
particularly challenging, but a possible strategy is to target distributors to American
retailers or a British-based subsidiary of an American parent. Another approach may be to form alliances with like-minded cult fashion or sports outlets and attract a slice of the U.S. market open to trying new products.
Dexter intends to increase its market share, and one way of doing this is to introduce new products, perhaps aimed at women, into its existing range. However, its managers must be aware that the women's grooming market is crowded, and that to extend here they must remain loyal to the values of their existing range while still proving attractive to the new sector. They need to take a hard look at how to generate demand; so far it's worked well through word of mouth but the average American buyer expects a huge advertising campaign.
? Read the article below about developments at a bank. ? Choose the best sentence from the opposite page to fill each of the gaps.
? For each gap 8-12, mark one letter (A-G) on your Answer Sheet.
? Do not mark any letter more than once.
? There is an example at the beginning (0).
A Liking what they saw, they put in a bid, in fierce competition with at least five other
B Despite this, and although he is one of the relatively few to have prospered, he feels
that his position is far from secure.
C Gradually, though, as the new structure took shape, the bank began to feel like a
modern company with an exciting future.
D Young employees were given responsible positions, including Miroslav, who was put in
charge of a department.
E The bank has, in effect, become a financial supermarket, where customers can
purchase the services they need off the shelf.
F They decided that it was the right moment to exploit this area of weakness.
G With a client base restricted to national corporations, for whom it financed overseas
trade, the P-STB put its success down to reliability and conservatism.
? Read the article below about careers in children's book publishing and the questions on
the opposite page.
? For each question 13-18, mark one letter (A, B, C or D) on your Answer Sheet for the
answer you choose.
13 The writer says that in comparison to publishing, other companies
A are more concerned with pleasing their shareholders.
B are more focused on achieving their goals.
C place greater importance on keeping their best managers.
D work harder on interpersonal relationships.
14 Sarah Carter changed her job within William Davis Publishing because
A the Public Relations department made it clear they wanted her.
B she saw more long-term potential in public relations.
C she did not want to relocate to another floor.
D it represented a promotion for her.
15 Virginia Coutts says that when she first started at Prodigy Publications
A she intended to move on quickly.
B she had a wide range of skills.
C she had to do too many different jobs.
D she had a good line manager.
16 What does Mark Harlock say about formal training?
A It is faster than learning on the job.
B It should be based on the trainee's specific needs.
C It is more often approved for managers than other employees.
D It enables better working relationships to be built.
17 In using the words 'scratch the surface' (line 24), Barbara Foster means that her actions
A have started something that will take a lot of work to complete.
B have revealed big problems that she could not have foreseen.
C may turn out to be unpopular with some employees.
D may cause disputes with other publishers.
18 In the final paragraph, the writer recommends that the publishing industry should
A encourage managers to delegate minor matters more often.
B put pressure on directors to change the way they work.
C look for people with business flair and good ideas.
D spend more time training existing managers.
? Read the article below about the UK retail sector.
? Choose the best word to fill each gap from A, B, C or D on the opposite page. ? For each question 19-33, mark one letter (A, B, C or D) on your Answer Sheet. ? There is an example at the beginning, (0).
19 A made B formed C created D appointed 20 A expansion B increase C addition D extension 21 A getting B pushing C turning D giving 22 A normal B medium C average D common 23 A figure B sum C data D calculation 24 A emergency B disaster C trouble D crisis 25 A weight B force C power D pressure 26 A climbs B rises C increases D advances 27 A advantage B benefit C worth D value 28 A care B responsibility C duty D reliability 29 A cause B present C produce D bring 30 A development B outcome C continuation D progress 31 A report B distinction C credit D record
32 A policy B code C procedure D theory
33 A knowledge B contact C history D experience
Writing TIME 45 minutes
? Read the book review below.
? In most of the lines 34-45 there is one extra word. It is either grammatically incorrect
or does not fit in with the meaning of the text. Some lines, however, are correct.
? If a line is correct, write CORRECT on your Answer Sheet.
If there is an extra word in the line, write the extra word in CAPITAL LETTERS on
Advertising for the Small Business
By Nick Daws
0 Good communication with existing and potential customers is at the hear of
00 successful business. That is one reason why advertising should, and does, play on such
34 an important role in so many organizations itself. However, for the small business, unfamiliar
35 With or inexperienced at using advertising, the investment can seem uncertain. Unlike
36 to their counterparts in larger companies, with sizeable marketing departments and
37 professional advertising agencies, no managers in smaller times often find themselves
38 facing a range of decisions about which campaign objectives and strategy, creative content,
39 budgets and media choice. The list goes on, That is why I was pleased about to read
40 Nick Daws’ guide to the world of marketing communications. I use this phrase rather than
41 advertising because the book goes beyond of the weekly display advertisements in the local
42 paper. It also covers sales promotion, direct mail, point-of-sale and PR, all whose components of
43 the marketing mix that can be easily overlooked, but which are in fact resulting highly effective.
44 It also provides clear and comprehensive advice on the development of strategy, thus ensuring
45 that careful readers will succeed avoid the costly mistake of rushed or ill-considered decisions.
? You are a manager in an international company. ? You want to reduce the company's spending on courier services. ? Write a memo to the staff in your department:
? explaining that spending on courier services has risen
? suggesting how savings could be made
? saying how the money saved will be used.
? Write 40 - 50 words.
? Write on the opposite page.
? You work in the customer services department of a large store. Your line manager has
asked you to write a report on the results of a recent customer survey. ? Look at the information below, on which you have already made some handwritten
? Then, using all your handwritten notes, write your report. ? Write 120 - 140 words.
? Write on the opposite page.
TIME Approx. 40 minutes (including 10 minutes' transfer time) PART ONE
? You will hear three telephone conversations or messages. ? Write one or two words or a number in the numbered spaces on. the notes or forms
? You will hear each recording twice.
? Look at the notes below.
? You will hear a woman giving information about a timetable.
(Questions 5 - 8)
? Look at the note below.
? You will hear a woman leaving a message about some problems with her company's
(Questions 9- 12)
? Look at the notes below
? You will hear a manager telling a colleague about what happened in a meeting
? You will hear five short recordings about delivery problems. ? For each recording, decide which problem each speaker is talking about. ? Write one letter (A-H) next to the number of the recording.