填空题 · Read the text below about customer loyalty · 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 your Answer Sheet. {{B}}Increasing Customer Loyalty{{/B}} Customers are not revolutionaries. They are attracted to the certainty of knowing that what they buy it will be good value for money or will perform a particular task effectively. 34．They are cautious but their loyalty, without once achieved, is the key to business success. 35．Brands can help to create customer loyalty by providing them a signpost to certainty and 36．safety. Ideally, when a customer sees a product, it leads to a range of positive thoughts 37．so that the product is bought. Unluckily, only a small number of products have 38．reached to this level. While everyone in business is aware of the need to attract and 39．retain customers, that they often overlook the second, more important, half of the 40．equation. In the excitement of beating against the competition and securing orders, 41．managers often cannot ensure that the customer remains a customer. It has been 42．estimated that since the average company loses between 10% and 30% of its customers 43．every year and this only recently have organisations started to wake up to these lost 44．opportunities and to calculate the financial implications. Established customers often buy 45．lot more and, and in addition, they may also provide free word-of-mouth advertising.

填空题Dealing with Expenses Most companies use forms or spreadsheets to process travel and entertainment expenses claims. As a result, it can be difficult to control over spending across the34. organisation, and unfortunately when data often needs to be processed again and entered35. into the firm's other such accounting systems. One solution is an automated expenses36. management system. But if there are various measures you can implement to make37. your existing procedures more efficient. Firstly, try ensure that all expenses claims are38. independently been authorised. Who approves senior managers' claims, for example?39. Don't waste time for reviewing all expenses claims: only look in detail at a sample, but40. regularly update the firm's expenses policy, and query with all claimsthat fall outside it. You41. should also avoid duplicating effort: if line managers check expenses, there is little point42. in the accounts department are doing so. You could try to cut down on cash advances and43. corporate credit cards; making staff to use their own credit cards encourages them44. to submit claims on time. It is also a good idea to identify and remind staff who do not45. submit or approve claims promptly. Finally, aim to recharge every expenses to customers where your business model allows.

填空题Customer Contact Which of the following is the most important way of keeping in touch with your customers: telephone, email, fax, letters, website, or face-to-face meetings? Despite the choice, there is only one correct answer. That anyone who thinks that only one type of customer contact is sufficient is missing the point. Different customers have different preferences, so all types of contact are equally important. The smart manager is, therefore, always looking for ways to improve the different types of customer contact—and there are plenty of helpful solutions out there to choose from. (8) At the same time, email is rapidly catching up, while the volume of business letters is declining. So, you would think that a good place to begin your quest for better-managed customer contact is to look at what's new in telephone and online technology. It might, though, be better first to consider the factors that make for better contact management and see what can be done to improve them. The starting point for this is obvious: any type of customer contact is going to be more effective if the person handling it knows about the customer. (9) When did these customers last order? What are their product or service preferences? What is their credit status? To make improvements in contact operations possible, all the staff who have contact with the outside world need to have immediate access to the same data. The software that can provide this is known as customer relationship management, or CRM. (10) Just as important, staff can enter any necessary details about the client they are dealing with while the contact is actually in progress. The data from this contact are stored in the system immediately. Then. if the client calls back a few minutes later, whoever picks up the call can see exactly what has just happened. (11) . CRM systems can give a valuable edge even to companies that rely more on personal contact than on handling large numbers of phone calls and emails. Arguably, it is more important for senior executives to have fully up-to-date information to hand when talking to an important client than in any other situation. (12) With the right laptop or hand-held PC, there are even ways of providing secure access when they are out of the office. In this way, managers need never be without the information they need, no matter where they happen to beA．To put it simply, contact relies on people, and successful contact relies on people with information at their fingertips.B．In spite of this, it would be extremely valuable if all members of staff could call up information on any of the company's clients whenever they needed it.C．Software can deliver critical information to selected users on a need-to-know basis.D．For most businesses, the telephone is still the most commonly used channel of customer contact.E．Basically, it enables any member of staff to type in a name and within seconds have on the screen in front of them all they need to know about that particular customer.F．Once a member of staff has this recently processed information, he or she will be able to provide a faster and more efficient service.

填空题·Look at the note below.·You will hear a notice about a luncheon meeting. 1 The Pan-American will have a luncheon meeting this coming{{U}} (5) {{/U}}, professor Miguel Lopez will make a speech at{{U}} (6) {{/U}}.2 The admission fee is ${{U}} (7) {{/U}}per person, and the speech will probably end at{{U}} (8) {{/U}}o'clock

填空题A. Personal Assistant to the Manager of an International Finance Company The ideal candidate will be an experienced and highly professional secretary with proven organizational and administrative skills in addition to excellent secretarial skills including word-processing. The ability to display initiative and work to strict deadlines in an unsupervised environment is essential. B. Graphic Designer We are a brand leader and distribute our clothes worldwide. We are looking for a graphic designer with direct marketing techniques. The person appointed will be expected to turn a catalogue brief into a powerful selling tool, deciding on copy style, model selection, photographic subjects and art direction. C. Junior Accountant An international pharmaceutical company wishes to appoint a junior accountant. The post will be especially suitable for someone about to leave school with good results in mathematics. The successful candidate will be exposed to all kinds of business operations ranging from sales and marketing to research and development. The work will eventually involve financial analysis at a senior level and plant financial management. D. Industrial Salesperson Industrial salesperson to be appointed to a key position in a large company supplying essential services to a range of industrial engineering companies. The company specializes in the recycling of chemicals from the treatment of effluence. Either two years' experience of working in industrial sales or a good technical qualification will be necessary.

填空题gasoline mileage, is much better than the automobile of the 1970s. Today's

填空题market is largely saturated, and to grow, the company has to look toward overseas.

填空题A an official B a marketing researcher C a health products exporter D an agent for textiles E a trader for livestock and poultry F a clothing maker G a company's receptionist H a board member

填空题BPART ONE/B·look at the statements below and a passage about Halloween at the Office. on the opposite page.·Which section (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. BA/BEverybody in the US seems to be thinking about Halloween just now. For most people, it centers around their children and the annual trick-or-treat festivities. However, for a growing number of Americans, Halloween is also celebrated at the office. That's a good thing for the business as well as the employees. Here is a plan that you can start today that will let you and your employees reap the benefits of Halloween at the Office.BB/BYou can use Halloween at the Office to build morale and teamwork. At the same time it can help you spot creative and participative talents among your employees. Your people have a little fun in the office, which builds morale. Groups of employees work together on fun projects, which helps build teamwork. Employees from different departments share a common activity, which improves communication and inter-departmental cooperation. You get to identify the people in your organization with hidden talents, skills like creativity, team leadership, and cooperation, in a non-hierarchical setting.BC/BEven if you haven't yet started, it's not too late. Find, or appoint, a volunteer to coordinate the activities. Human Resources and Communications are good places to find this type of individual, but it can be anyone. Decide what the event will include, when and where it will take place, and set a budget for the event. Then get the word out. Use whatever employee communications methods you have to announce the Halloween at the Office event.BD/BHalloween Party- Usually this works best at lunch time. Set it up in the company cafeteria or lunch room if you have one. Get facilities to put up decorations, which you can purchase. Make sure everything is fireproof. The party can be as simple or as extensive as time and your budget allow, from a buffet lunch to punch and cookies. Having a party increases the time that employees from different departments will interact and provides a venue for judging a costume contest if you have one.

填空题A"We're ahead of our competitors in that every year we invite customers to headquarters to discuss their expectations for the next five years. In addition to customers, the meeting includes approximately 100 employees and suppliers. We parade our five-year plan, including such things as service, quality and on-time delivery, and involve everyone in a feedback process. The outcome becomes part of our long-range strategic plan, which is communicated to every employee in the organisation - a process we call management by planning." B"The approach we find we need to take to increasing customer satisfaction is systemic. There isn't an easy way to do it. Everything is interconnected and builds. In order to delight customers, you need smooth manufacturing processes, which means you need an accurate warehouse, which in turn relies on a good manufacturing requirements system and good suppliers. You can't accomplish one in isolation." C"As part of our improvement process, employees participate actively in raising customer satisfaction. They establish the areas in which they will be measured that translate into quality performance: things like, 'How quickly do you respond to a call?' or 'How effective are your dealings with the customer?' Feedback is provided regularly to employees. They analyse the data to determine when additional instruction and support are needed, or when processes need to be re-worked or improved, or when our goals need to be changed. They are also encouraged to keep an eye on the competition and how they are doing. These data are used for planning purposes." D"Our senior managers are constantly pulling the competition's products apart to see what they're doing. They've also done some benchmarking against our better competitors. There are a few good ones that make us run faster and harder. But, to be honest, in terms of new service initiatives, for example, we've had to look outside our industry to find what could be called 'best of breed'. We've milked our own industry.\

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填空题BPART ONE/B·Look at the statements and the materials about marketing disasters below.·Which story (A, B, C or D). does each statement 1—7 refer to?·For each sentence, mark one letter (A, B, C or D) on your Answer Sheet.·You will need to use some of the letters more than once. BA/BHoover offered any customer who spent at least ￡ 100 on its products two complimentary flights to Europe and the US. The offer attracted more than double the anticipated applications, leading to the dismissal of three senior managers and a bill for ￡ 19 million.BB/BA large computer hardware retailer positioned itself at the bottom end of the market by undercutting all its competitors. To attract customers, it even offered a 0% interest Buy Now, Pay One Year Later deal. People did buy, but unfortunately, serious cash flow problems forced the company into liquidation before customers repaid them.BC/BLever Brothers rushed Persil Power onto the market to coincide with a rival company's launch of its own new washing powder. Despite millions of pounds spent on research, Persil Power was fatally flawed, having the unfortunate effect of damaging clothes. It was quickly withdrawn and reformulated.BD/B'The best has been made even better.' said the Chairman of Coca-Cola about its decision to change the flavour of Coke for the first time in its 99-year history. However, of the 150 million people who tried the new Coke, nearly two-thirds preferred the original. The company was forced to re-launch the old Coke as Coke Classic three months later.

填空题ABP IN-HOUSE TRANING: COURSE BOOKINGSCOURSE: (5) ______LEVEL: (6) ______NAME: Amy ChoiNAME OF LINE MANAGER: Mr. LimPOSITION/JOB OF LINE MANAGER: (7) ______ Manager Confirmby (8)______ mail.

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填空题Preparing for Exhibitions An exhibition is an excellent way of generating new business for companies, both large and small, and offers many advantages, such as obtaining sales leads, competitor intelligence, and learning more about industry development and trends., An exhibition should be seen as an integral element of an overall sales and marketing campaign. Companies that fail to plan their participation carefully could find exhibiting costly and unproductive. The success of any show is greatly influenced by the way exhibitors market themselves. If a new product launch is planned, for example, a good-sized demonstration area is needed with facilities for taking and following up leads. A stand manager should be appointed from the start. Forward planning of budgets is essential. 1 An exhibition is an ideal and highly effective platform for new product launches. 2 Make sure that you plan to use your exhibition as a focus for presenting something new either about your products/services or your company and ensure that you publicize any newsworthy information to maximize interest. Trade journals are keen to publicize new products and services, and often compile special preview issues prior to an exhibition. 3 4 The guides produced by some exhibitions offer detailed information on all promotional opportunities around the show. Valerie Thompson, marketing director of Reed Exhibitions, says: "We realize how vital it is for exhibiting companies to plan way ahead of an exhibition. We do our utmost to encourage our exhibitors to maximize their participation in an event. 5 ". A. A number of exhibition organizations also provide free guides and services. B. Lead times for publications can be anything from 6 to 24 weeks before publication and it is essential that details are sent in time. C. Meetings on pre-show activities should be held to ensure all personnel are clear about recent developments. D. Research by the Exhibition Marketing Group shows that 61% of visitors are attracted to exhibitions by new products and technology. E. Make sure that any mail sent out about your company has details of your participation. F. The cost of exhibition space, transportation, and other related issues need to be considered well in advance. G. The success of any show is greatly influenced by the way exhibitors market themselves.

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填空题You don't understand how to get a ticket from an automatic machine. Ask a passer- by for help. ______

填空题CHECKOUTOPERATORS Supermarket Checkout operators sit at electronic tills and feed in the prices of the customer's goods This is now done by 'scanning', passing each such item over34. a device that reads the bar-code on it and automatically registers it down in the35. till. They may weigh some products, such as fruit, on scales near the36. tilt. When all the goods will have been scanned, the till provides a total and the37. operators take payment in the cash, by cheque or by credit or debit card. and38. give a till receipt and any more change required. They provide bags, often39. help to pack purchases, and change paper till rolls as being necessary.40. They also make it sure they have enough change, credit card forms, and carrier41. bags. Operators ring a bell or buzzer to summon for a supervisor to help42. with problems, and put notes and cheques into bags for periodic collection.43. They enter their personal details in the till, so that their performance can be44. analysed later. The system offers supermarkets an efficient way of handling with a45. large number of customers purchasing many products and helps to keep checkout queues to a minimum.