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English<br />

Standard Test<br />

Version: EN000A<br />

Question Paper<br />

A Member of the Association of Language Testers in Europe (ALTE)<br />

© UCLES 2010


BLANK PAGE<br />

2


Candidate Information<br />

Candidate Name: Family name: ………………………………<br />

First name:<br />

………………………………<br />

Candidate Number:<br />

Examination Centre:<br />

Date:<br />

………………………………<br />

………………………………<br />

………………………………<br />

Test<br />

About 110 minutes<br />

Listening<br />

Reading and<br />

Language Knowledge<br />

About 50 minutes.<br />

As you listen, write your answers in this Question Paper.<br />

When the listening test finishes, you have 5 minutes to copy your<br />

answers onto your Answer Sheet.<br />

60 minutes.<br />

Write your answers on your Answer Sheet.<br />

3


LISTENING<br />

PART ONE<br />

Questions 1 – 10<br />

• You will hear 10 short recordings.<br />

• For questions 1 – 10, circle one letter A, B or C for the correct answer.<br />

• You will hear each recording twice.<br />

1 When must the woman be at the airport to meet Mr Kimoto?<br />

A<br />

B<br />

11<br />

10<br />

12<br />

1<br />

2<br />

11<br />

10<br />

12<br />

1<br />

2<br />

9<br />

3<br />

9<br />

3<br />

8<br />

7<br />

6<br />

5<br />

4<br />

8<br />

7<br />

6<br />

5<br />

4<br />

C<br />

11<br />

10<br />

12<br />

1<br />

2<br />

9<br />

3<br />

8<br />

7<br />

6<br />

5<br />

4<br />

2 How much will it cost the woman to rent a car?<br />

A<br />

B<br />

£60<br />

£95<br />

C<br />

£120<br />

4


3 Which chart shows the company’s sales?<br />

Sales per quarter<br />

Sales per quarter<br />

A<br />

3<br />

B<br />

3<br />

2<br />

2<br />

£000<br />

£000<br />

1<br />

1<br />

0<br />

1 2 3 4<br />

0<br />

1 2 3 4<br />

Sales per quarter<br />

C<br />

3<br />

2<br />

£000<br />

1<br />

0<br />

1 2 3 4<br />

4 Which is Mr Fielding’s office?<br />

A<br />

B<br />

X<br />

You are here<br />

C<br />

5


5 What does the company no longer manufacture?<br />

A<br />

B<br />

C<br />

6<br />

How many days’ holiday has Bob got left?<br />

A 2<br />

B 5<br />

C 10<br />

7<br />

In which month will they advertise for temporary workers?<br />

A<br />

B<br />

C<br />

February<br />

April<br />

July<br />

6


8<br />

What has changed about the packaging?<br />

A<br />

B<br />

C<br />

the size<br />

the colour<br />

the material<br />

9<br />

Why hasn’t GBM fixed the machines yet?<br />

A<br />

B<br />

C<br />

There were no replacement parts in stock.<br />

The wrong replacement parts were delivered.<br />

Replacement machines are required.<br />

10<br />

What should Peter Williams do?<br />

A<br />

B<br />

C<br />

acknowledge the receipt of goods<br />

advise the best method of despatch<br />

confirm the details of an order<br />

7


PART TWO<br />

Questions 11 – 22<br />

• You will hear three conversations.<br />

• Fill in the missing information in the numbered spaces, using one or two words or a<br />

number.<br />

• You will hear each conversation once only.<br />

Conversation One<br />

Questions 11 – 14<br />

• Look at the form below.<br />

• You will hear a man being interviewed by a member of staff at a job agency.<br />

Portway Employment Agency<br />

Name: ……Derek Reid ……<br />

Qualifications: (11) ……………………… Diploma<br />

Current job: (12) 4 years as ………………………<br />

Position wanted: (13) ………………………<br />

Salary expected: (14) £ ………………………<br />

Conversation Two<br />

Questions 15 – 18<br />

• Look at the notes below.<br />

• You will hear a conversation between two people talking about workshops.<br />

Staff Training<br />

Workshops on (15) ………………………………….<br />

Meeting scheduled for Friday at (16) ………………………………….<br />

Decide if (17) …………………………………. staff also need to attend the workshops.<br />

Jane needs the (18) …………………………………. of all participants by Friday.<br />

8


Conversation Three<br />

Questions 19 – 22<br />

• Look at the notes below.<br />

• You will hear a man giving his PA some instructions.<br />

To do:<br />

Write out (19) …………………………………. and send to agency.<br />

Compile (20) …………………………………. into a report and email to all staff.<br />

Phone printing company regarding missing (21) …………………………………. for product launch.<br />

Give Marketing Manager a copy of the latest (22) …………………………………. for retailers.<br />

9


PART THREE<br />

Section One<br />

Questions 23 – 27<br />

• You will hear five speakers talking about the findings of surveys into shopping patterns.<br />

• As you listen, decide which survey-finding each speaker refers to.<br />

• Choose your answer from the list A – I, and write the correct letter in the space provided.<br />

• You will hear the five pieces once only.<br />

Example: …… I …… A Most households spend less on food than on leisure<br />

activities.<br />

B Older consumers are buying healthier food than young<br />

consumers.<br />

C Some adults are buying a significant amount of clothing<br />

every week.<br />

23 Person 1 ……………… D Older consumers spend a bigger part of their income on<br />

food than other age groups.<br />

24 Person 2 ………………<br />

E Of all age groups, young consumers are spending most<br />

25 Person 3 ……………… on eating out.<br />

26 Person 4 ……………… F The top spenders on food are single parents and<br />

families living in rural areas.<br />

27 Person 5 ……………… G The proportion of a household’s finances being spent on<br />

food has decreased.<br />

H Less is spent on fruit and vegetables than on meat.<br />

I Expenditure on leisure services has increased<br />

dramatically.<br />

Section Two<br />

Questions 28 – 32<br />

• You will hear five business owners talking about developing a new product and bringing it<br />

to market.<br />

• As you listen, decide what advice each business owner gives about developing a new<br />

product and bringing it to market.<br />

• Choose your answer from the list A – I, and write the correct letter in the space provided.<br />

• You will hear the five pieces once only.<br />

Example: …… I …… A Ask your best customer what they think of your plans.<br />

B Be determined in your efforts to sell the product.<br />

28 Person 1 ……………… C Practise the way you make presentations to customers.<br />

D Get the price right at the beginning.<br />

29 Person 2 ………………<br />

E Check the new product fulfils legal requirements.<br />

30 Person 3 ………………<br />

F Ask people if it is practical to manufacture the product.<br />

31 Person 4 ……………… G Work on only one project at a time.<br />

32 Person 5 ……………… H Choose the right combination of people to develop the<br />

product.<br />

I Check that the product meets the exact needs of your<br />

customers.<br />

10


PART FOUR<br />

Section One<br />

Questions 33 – 38<br />

• You will hear a conversation between a university student, Sally, and a company<br />

representative, Dan, at a recruitment seminar. Sally is interested in working for Dan’s<br />

company, Manson’s plc.<br />

• For questions 33 – 38, circle one letter A, B or C for the correct answer.<br />

• You will hear the conversation twice.<br />

33 Sally finishes her studies<br />

A<br />

B<br />

C<br />

in two weeks.<br />

in a month.<br />

in six weeks.<br />

34 Sally would like to work in<br />

A<br />

B<br />

C<br />

marketing.<br />

retailing.<br />

finance.<br />

35 Manson's want employees who are<br />

A<br />

B<br />

C<br />

academically clever.<br />

dynamic personalities.<br />

keen to learn.<br />

36 In an employee's first year, Manson's offer training in<br />

A<br />

B<br />

C<br />

management.<br />

sales techniques.<br />

market development.<br />

37 Trainees are assessed every<br />

A<br />

B<br />

C<br />

3 months.<br />

6 months.<br />

12 months.<br />

38 Sally's application form is going to be<br />

A<br />

B<br />

C<br />

filled in now.<br />

sent to Head Office.<br />

taken by Dan to Head Office.<br />

11


Section Two<br />

Questions 39 – 44<br />

• You will hear Ed Mason, a business consultant, giving a talk about succession planning,<br />

which is planning to appoint a successor for the retiring leader of a company.<br />

• For questions 39 – 44, circle one letter A, B or C for the correct answer.<br />

• You will hear the talk twice.<br />

39 According to Ed Mason, why may succession planning be a problem for business<br />

owners?<br />

A<br />

B<br />

C<br />

They do not have time to make a succession plan.<br />

They are unwilling to hand over control to another person.<br />

They feel other members of the firm should choose the successor.<br />

40 Ed Mason says it is necessary to have a formal succession plan because<br />

A<br />

B<br />

C<br />

it will expose any weaknesses.<br />

legal issues have to be taken into account.<br />

it will simplify the initial stages of the hand-over.<br />

41 According to Ed Mason, why is it important to get succession planning right?<br />

A<br />

B<br />

C<br />

Staff might leave the company if they do not know what is happening.<br />

There is danger of a take-over bid if appointing a successor is delayed.<br />

The company might be run inefficiently if a leader is appointed too<br />

quickly.<br />

42 What does Ed Mason say about getting support for succession planning?<br />

A<br />

B<br />

C<br />

Obtain guidance on finance from specialist advisers.<br />

Consult senior members of staff about timing.<br />

Ask suppliers for their cooperation during the period of change.<br />

43 Ed Mason says one difficulty a retiring owner may face is having to<br />

A<br />

B<br />

C<br />

spend less time working in the company.<br />

help prepare the company for a management buy-out.<br />

accept the possibility that the business should be closed down.<br />

44 What advice does Ed Mason give on choosing a successor?<br />

A<br />

B<br />

C<br />

Appoint someone educated in modern business practice.<br />

Consider an outsider who can contribute new ideas.<br />

Appoint someone who is familiar with the company.<br />

12


Section Three<br />

Questions 45 – 50<br />

• You will hear an interview with Ian Cole, a business consultant, about customer surveys.<br />

• For questions 45 – 50, circle one letter A, B or C for the correct answer.<br />

• You will hear the interview twice.<br />

45 Ian Cole says the problem in trying to measure customer satisfaction is that<br />

A<br />

B<br />

C<br />

customers are unwilling to spend time participating in research.<br />

the results of the research sometimes fail to reflect the real situation.<br />

the cost of research outweighs the advantages gained by the company.<br />

46 According to Cole, why are customer surveys sometimes found to be unhelpful?<br />

A<br />

B<br />

C<br />

The surveys are not carried out frequently enough.<br />

Customers do not complete the questionnaires correctly.<br />

Companies misinterpret the information.<br />

47 When trying to get an accurate picture of consumers, Cole says that<br />

A<br />

B<br />

C<br />

it is necessary to take current economic conditions into account.<br />

it is important to conduct longer surveys to obtain new information.<br />

it is risky to assume that a positive response will guarantee loyalty.<br />

48 According to Cole, customers should take into account whether the company<br />

A<br />

B<br />

C<br />

asks good questions in their survey.<br />

takes note of their feedback.<br />

deserves a good score.<br />

49 Why does Cole criticise senior executives?<br />

A<br />

B<br />

C<br />

They are too ready to accept what they are told about survey results.<br />

They are not prepared to handle negative feedback themselves.<br />

They do not understand the importance of surveys as sources of<br />

information.<br />

50 What does Cole say about the internet and customer research?<br />

A<br />

B<br />

C<br />

Customers turn to the internet if they cannot give feedback to providers.<br />

Companies are failing to check internet forums for opinions of their<br />

products.<br />

Surveys conducted online are likely to get a positive response from<br />

customers.<br />

That is the end of the Listening Section. You now have 5 minutes to copy<br />

your answers onto your Answer Sheet.<br />

13


READING and LANGUAGE KNOWLEDGE<br />

PART ONE<br />

Section One<br />

Questions 51 – 57<br />

• Look at the following messages and notices.<br />

• For questions 51 – 57, mark one letter A, B or C on your Answer Sheet.<br />

Example:<br />

STORE CONTENTS IN A COOL PLACE OUT OF DIRECT SUNLIGHT<br />

A<br />

B<br />

C<br />

The contents should be kept at a constant temperature.<br />

The contents are sensitive to heat and light.<br />

The contents must be kept frozen.<br />

0<br />

A B C<br />

51<br />

FairAir.com<br />

Customers holding an e-ticket without any restrictions are able to check in over the<br />

internet. The service is available from 24 hours up to 30 minutes before the standard<br />

check-in time at the terminal, and includes connecting flights and return day trips.<br />

A<br />

B<br />

C<br />

If you have a connecting flight, allow at least 24 hours before trying to check in.<br />

There are certain restrictions on tickets which have been booked over the<br />

internet.<br />

The deadline for checking in over the internet is earlier than in person at the<br />

airport.<br />

14


52<br />

From: businesshotels.com<br />

To: smith.j@ptarnold.com<br />

Dear customer<br />

In order to provide you with the highest level of service, it is important for us<br />

to understand your recent experience of staying with us. We would like to<br />

collect your feedback in a short survey which you can access by clicking<br />

here. We appreciate your business and strive constantly to improve.<br />

A<br />

B<br />

C<br />

Answer the survey questions on-line.<br />

Send information about your business needs.<br />

Email us about your experiences.<br />

53<br />

A<br />

B<br />

C<br />

Would staff please note that all applications for holidays must be made at<br />

least 30 days in advance. No more than 12 staff may be away in the same<br />

period, and no holiday may exceed 10 working days.<br />

Only 30 people can have a holiday at the same time.<br />

The longest holiday it is possible to take is 10 days.<br />

You need to book your holiday 12 days in advance.<br />

54<br />

Super Express Service letters and parcels are guaranteed for delivery by 9am<br />

the following day, if posted no later than 3.30pm, and are automatically<br />

insured up to €100 per item.<br />

A You must post Super Express Service items before 9am.<br />

B Super Express Service parcels cost a maximum of €100.<br />

C Send letters using Super Express Service before 3.30pm.<br />

15


55<br />

Group Revenue<br />

domestic roofing<br />

industrial roofing<br />

car-parks<br />

Which information is correct?<br />

A<br />

B<br />

C<br />

Industrial roofing accounts for about a third of revenue while domestic roofing<br />

and car-parks are the main source of revenue.<br />

Car-parks is the smallest source of revenue, slightly less than industrial<br />

roofing and half of domestic roofing.<br />

Domestic roofing generates half the group’s revenue, with industrial roofing<br />

and car-parks equally contributing the remainder.<br />

56<br />

To: Pete<br />

! MESSAGE<br />

Jody Kars rang from Betterwicks. They’ve just appointed a<br />

new marketing manager, and want to involve him in the<br />

project – but this would mean delaying our advertised launch<br />

date. Please call to fix a meeting to discuss the implications.<br />

What does Jody Kars want to do?<br />

A<br />

B<br />

C<br />

change a meeting to a later date<br />

talk about working with a new manager<br />

design a different advertising campaign<br />

57<br />

WLW, one of the country’s biggest house-builders, has appointed<br />

Summermans Bank to advise on a potential $1bn flotation of its recovering<br />

North American business.<br />

A<br />

B<br />

C<br />

WLW is considering floating its North American part of the business.<br />

WLW is planning to leave the North American house-building industry.<br />

WLW is concerned that its North American business is failing.<br />

16


PART ONE<br />

Section Two<br />

Questions 58 – 63<br />

• Choose the word which best completes each sentence.<br />

• For questions 58 – 63, mark one letter A, B, C or D on your answer sheet.<br />

58<br />

59<br />

60<br />

61<br />

62<br />

63<br />

Hard-working managers often prefer to do an MBA ……………….. distance learning.<br />

A across<br />

B over<br />

C per<br />

D via<br />

The price quoted ……………….. room, breakfast and local taxes.<br />

A includes<br />

B consists<br />

C involves<br />

D contains<br />

The CEO admitted that results had fallen ……………….. of his expectations.<br />

A short<br />

B low<br />

C small<br />

D little<br />

The survey will be used as the ……………….. for deciding whether or not to re-brand.<br />

A origin<br />

B root<br />

C foundation<br />

D basis<br />

Celco’s dynamic chairman, Jason Symes, is leaving ……………….. only 18 months.<br />

A during<br />

B after<br />

C since<br />

D already<br />

Investors remain ……………….. about the new company formed by the recent merger.<br />

A decisively<br />

B deciding<br />

C undecided<br />

D decision<br />

17


PART ONE<br />

Section Three<br />

Questions 64 – 69<br />

• Read the article below about starting an internet business and answer questions 64 – 69<br />

on the opposite page.<br />

• For questions 64 – 69, mark one letter A, B or C on your Answer Sheet.<br />

Iine 25<br />

If you've ever had an idea for a product or service that you think could net you a<br />

fortune, you may well have considered setting up an internet business with the aim of<br />

sitting back and watching the money roll in. The internet has certainly revolutionised<br />

the way we live our lives, and offers a place where individuals can compete with global<br />

organisations. But just how easy is it to get started?<br />

The starting point for any new business is to create a business plan. Jeffrey Macklin<br />

from FDU, a company that provides part-time finance directors to start-up<br />

businesses, says that the objective of the business plan is to tell a simple yet<br />

compelling story that leaves the reader wanting to meet the management team and<br />

find out more about the proposition. 'It should be as succinct and accessible as<br />

possible, and around 20 pages at most,' he says.<br />

There are many different financing options available to aspiring entrepreneurs. For<br />

sensible businesses, raising funds will involve several sources. Bank finance in the<br />

form of a loan or overdraft is usually cheaper than selling shares or equity in your<br />

business, but equity investment is ideal for those businesses that do not want to<br />

increase their level of borrowing, or are unable to provide the necessary security.<br />

If you're considering equity investment, two options are so-called 'business angels'<br />

and venture capitalists. Business angels are wealthy individuals who look to invest in<br />

growing companies wanting to raise between £10,000 and £250,000. They will also<br />

offer contacts and advice. Venture capitalists will only invest – usually a minimum of<br />

£2m – if they can see a significant return in three years, say.<br />

One important area where internet businesses often fail is marketing, according to<br />

Lisa Richards, a partner at accountants Smith Cooper. 'Too many people fall into the<br />

trap of developing their product or service and then expecting orders to come<br />

racing in,' she says. 'But with no shop window through which to promote yourself,<br />

how are potential customers going to find you?' However, if properly worked out,<br />

while starting up an internet business can be one of the toughest things you ever do,<br />

it can also be the most rewarding.<br />

18


64 What point is made in the first paragraph?<br />

A<br />

B<br />

C<br />

Most people's ideas for internet businesses are unrealistic.<br />

The way business operates has been changed by the internet.<br />

Profit levels tend to be very high for internet businesses.<br />

65 What does Jeffrey Macklin say about start-up internet businesses?<br />

A<br />

B<br />

C<br />

They think their first business plans are fully effective.<br />

They need to produce brief explanations of their ideas.<br />

They only employ finance directors on a part-time basis.<br />

66 What is encouraged in the third paragraph?<br />

A<br />

B<br />

C<br />

reducing amounts borrowed from banks<br />

ensuring the security of loan funds<br />

combining finance from various places<br />

67 According to the fourth paragraph, business angels<br />

A<br />

B<br />

C<br />

provide other forms of support as well as investing money.<br />

expect quick results from the companies they invest in.<br />

set a high minimum level of investment.<br />

68 What is meant by 'racing in' in line 25?<br />

A<br />

B<br />

C<br />

beating the competition<br />

arriving in large quantities<br />

being quick to deal with<br />

69 What would be the best title for the article?<br />

A<br />

B<br />

C<br />

Don't Aim Too High<br />

Check Every Detail<br />

Think Before You Jump<br />

19


PART ONE<br />

Section Four<br />

Questions 70 – 74<br />

• For questions 70 – 74, read the text below and think of the word which best fits each<br />

space.<br />

• Write only one word for each space on your Answer Sheet.<br />

Example:<br />

He is very interested (0) ……….………. computers.<br />

Answer:<br />

0 in<br />

THE TASTE OF SUCCESS<br />

Formed in 2001, Knife+Fork Ltd is (70) ………………. of the country's largest<br />

independently owned restaurant chains. We now have branches right<br />

(71) ………………. the centre of most major cities. Our recently extended menus offer a<br />

wide range of dishes, (72) ………………. original pizzas to classic regional favourites.<br />

In the last 12 months, we are proud to (73) ………………. completed a number of<br />

strategic initiatives, as announced in previous bulletins. Five new branches are already<br />

operating successfully, with (74) ………………. further four approved for development.<br />

Improved staff training and new point-of-sale technology will mean improved customer<br />

experiences.<br />

20


READING and LANGUAGE KNOWLEDGE<br />

Part Two<br />

21


PART TWO<br />

Section One<br />

Questions 75 – 81<br />

• Read the sentences below and the extracts from internal reports on the next page.<br />

• Which report does each sentence 75 – 81 refer to?<br />

• For each sentence, mark one letter A, B, C or D on your Answer Sheet.<br />

Example:<br />

0 Our advertising costs are too high.<br />

Answer:<br />

0<br />

A B C D<br />

75 We should reduce the number of suppliers we use.<br />

76 Our recruitment process should be improved.<br />

77 We must advertise for a new development manager.<br />

78 Our budget for IT support needs to be reviewed.<br />

79 We should decide how many new staff to recruit.<br />

80 Our sales targets have been set too low.<br />

81 We need to find out costs for replacing IT equipment.<br />

22


A<br />

We have to take some tough decisions. The budget for advertising must be<br />

considerably reduced, at least until we see a significant increase in sales. I expect<br />

the same is true for IT support, but we should examine that closely before deciding.<br />

Meanwhile, we are going to need more staff and an exact number needs to be<br />

proposed.<br />

B<br />

A two-handed approach is required to develop successfully. Firstly, some<br />

rationalising: we are buying in goods and services from too many sources, making<br />

it hard to track value for money and taking up too much admin staff time.<br />

Secondly, our computers are old and slow, and we need to prepare a detailed<br />

budget proposal for buying new ones.<br />

C<br />

There is a great deal to be done if we are to maintain our market position. We<br />

simply do not have the right strategies in place at present. This means we do not<br />

know what budgets to set at what levels. The first step is to start the process of<br />

recruiting someone with strong IT skills to replace our development manager, and<br />

then we must look into new suppliers.<br />

D<br />

At this point in our development, we need to become a lot more ambitious. The IT<br />

business is fast-moving, and we need to reflect that with much higher targets for<br />

the sales team. If we introduce better incentives, then I think this will help us to<br />

attract the sort of job applicants we want. We will also need to have a more<br />

focused interview procedure.<br />

23


PART TWO<br />

Section Two<br />

Questions 82 – 86<br />

• Read this article about working from home.<br />

• Choose the best word to fill each space from the words below.<br />

• For each question 82 – 86, mark one letter A, B, C or D on your Answer Sheet.<br />

Example:<br />

He wants you to (0) ……………….. him the reason.<br />

0 A speak B tell C say D talk<br />

Answer:<br />

0<br />

A B C D<br />

IS THIS THE END OF COMMUTING?<br />

'Staying home' is likely to be the new 'going to work' in our region as a new<br />

generation of workers (82) ……………….. the traditional shape of the workplace<br />

by establishing their office at home, according to research by Runtertons Bank<br />

and Finance.<br />

Their report examined the (83) ……………….. in ways of working and living and<br />

the emergence of new kinds of workers and work practices. It predicts that the<br />

home will be the (84) ……………….. of most people's working lives and that<br />

'demuting' will be the next big trend, with 12 million people anticipated to be<br />

working from home by 2020.<br />

The report reveals that more than half (54.2%) of workers from the region see<br />

the home (85) ……………….. the new 'hub' of work life. Approximately three<br />

quarters of people (73.2%) questioned for the survey (86) ……………….. to<br />

spend significant sums of money creating or improving their home office.<br />

82 A overturn B overtake C overgrow D overcome<br />

83 A swap B tide C shift D exchange<br />

84 A aim B focus C target D point<br />

85 A occurring B emerging C happening D becoming<br />

86 A expect B rely C suppose D presume<br />

24


PART TWO<br />

Section Three<br />

Questions 87 – 91<br />

• For questions 87 – 91, read the text below and think of the word which best fits each<br />

space.<br />

• Write only one word for each space on your Answer Sheet.<br />

Example:<br />

He is very interested (0) ……….………. computers.<br />

Answer:<br />

0 in<br />

CHANGE IS HERE TO STAY<br />

Always remember that change is the biggest challenge (87) ……………….. your business<br />

success. The days are gone (88) ……………….. a business could constantly grow by simply<br />

repeating what it had done successfully in the past – or even recently. Aggressive, innovative<br />

competitors and rapidly changing technology make it impossible.<br />

Expect change and prepare for it. Don't wait (89) ……………….. your income has declined to<br />

take action. Develop the habit of looking for early signs that something is changing. Then<br />

confront it before you start losing business. Insulate yourself against the impact of change<br />

(90) ……………….. increasing the number of products and services you offer. Use a variety<br />

(91) ……………….. different marketing methods. Never stand still.<br />

25


PART TWO<br />

Section Four<br />

Questions 92 – 97<br />

• Choose the word which best completes each sentence.<br />

• For questions 92 – 97, mark one letter A, B, C or D on your Answer Sheet.<br />

92<br />

Troubled Covar plc is ……………….. off hostile bids from more than one direction.<br />

A struggling<br />

B attacking<br />

C fighting<br />

D resisting<br />

93<br />

Shares in WXD have ……………….. from favourable reviews of their new model.<br />

A benefited<br />

B helped<br />

C supported<br />

D aided<br />

94<br />

Unfortunately, there is a serious ……………….. of interest with our normal agency.<br />

A opposite<br />

B contrast<br />

C difference<br />

D conflict<br />

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95<br />

We were surprised to see that our main competitor has ……………….. their whole<br />

production site up for sale this week.<br />

A<br />

B<br />

C<br />

D<br />

done<br />

made<br />

put<br />

had<br />

96<br />

Outsourcing the assembly process has given us a ……………….. of approximately 20%.<br />

A margin<br />

B saving<br />

C refund<br />

D gap<br />

97<br />

The best way to motivate staff is ……………….. them that their hard work is noticed and<br />

appreciated.<br />

A<br />

B<br />

C<br />

D<br />

seeing<br />

displaying<br />

showing<br />

demonstrating<br />

27


PART TWO<br />

Section Five<br />

Questions 98 – 103<br />

• Read the article about responding to crises and answer questions 98 – 103 on the<br />

opposite page.<br />

• For questions 98 – 103, mark one letter A, B, C or D on your Answer Sheet.<br />

Companies are never prepared for crises when they strike. Their onset cannot be predicted: and the means of<br />

dealing with them, in terms of time and magnitude, can be decided only by those in a position of responsibility.<br />

These persons must be prepared to identify and implement the appropriate countermeasures rapidly and<br />

rigorously. At present we know as much, more or less, about the inception and consequences of economic crises<br />

as we do about the origins and effects of earthquakes. Generally, even though there is ample early-warning<br />

including reports and prognoses from various institutes, preliminary indicators of recession, or even depression,<br />

are almost never taken seriously.<br />

Furthermore, there is an all too widespread tendency to gloat over the damage suffered by others rather than<br />

considering that, sooner or later, the problems will have an impact closer to home. At this juncture, market<br />

slumps may be referred to as dips that will even out in a few weeks or months, at the latest.<br />

At any rate, suddenly it's there on the doorstep: the crisis. The accompanying systems include disquiet within<br />

the company, far more attention than usual from the news media, a deluge of indiscretions, rumours bandied<br />

about in every direction, and a loss of confidence on the part of shareholders and bankers. The company's<br />

executives are compelled, with increasing frequency, to explain their actions while, at the same time, steadily<br />

losing their grip on the situation. At this point the first resignations come in from staff anxious to abandon ship<br />

before even more violent storms blow up. Polarization between management and works council becomes<br />

evident, and culminates in the stereotype question as to how the company can be got out of the exigency.<br />

If management has not already come up with a package of countermeasures, the crisis swiftly becomes sharply<br />

critical throughout the firm – at the expense of staff motivation and productivity on the one hand, and public<br />

regard on the other. This is more or less the way recession develops as an emergency case, in a company and in<br />

the economy as a whole. Differences in how events unfold come only with the diagnosis and treatment of a<br />

crisis once it has arisen, and in preventative measures for the future. The nature of the reaction has very much to<br />

do with the personalities involved.<br />

Proven means – like those extolled in textbooks at just such times – are, in my view, few and far between. They<br />

are usually confined to the sort of approaches that should be part of any competent executive's repertoire<br />

anyway. Whether a company communicates effectively with its personnel and public in the midst of a recession<br />

is more or less a matter of coincidence. In other words: are the right people in the right place at the right time?<br />

The person responsible for a company's communications sits at the same table where policy is determined. He<br />

or she answers directly to the chief executive officer because communications are, or should be, an essential<br />

component of overall corporate policy. He or she advises senior management and is, on the basis of his or her<br />

experience, the key figure in deciding matters of internal or external communications. If this is actually the case,<br />

then the preconditions of communicating through a crisis have been established. Communications can then<br />

contribute to smoothing the way out of the emergency, while helping to make the company's restructuring<br />

measures intelligible both internally and externally.<br />

line 10<br />

28


98 What is part of the writer's purpose in referring to earthquakes?<br />

A<br />

B<br />

C<br />

D<br />

to highlight the unavoidable nature of economic crises in most cases<br />

to indicate how wide the range of information is about economic crises<br />

to emphasise the dangers that the majority of economic crises bring<br />

to suggest signs of approaching economic crises are unfortunately<br />

ignored<br />

99 The word 'dips' is used and printed in italics in line 10 because<br />

A<br />

B<br />

C<br />

D<br />

the writer is quoting business people whom he thinks are mistaken.<br />

business people use it in order to sound very technical.<br />

the writer regards it as a useful term for readers to remember.<br />

business people who use the word do not understand its meaning.<br />

100 What feature of a crisis is mentioned in the third paragraph?<br />

A<br />

B<br />

C<br />

D<br />

demands for compensation from staff facing redundancy<br />

spreading of unreliable reports about the situation<br />

pressure on directors from journalists to admit mistakes<br />

cancelling of scheduled meetings with investors<br />

101 What point is made in the fourth paragraph?<br />

A<br />

B<br />

C<br />

D<br />

Different characteristics of businesses make preparing for crises<br />

impossible.<br />

Most businesses evaluate the effects of crises in similar ways.<br />

The pattern of development into severe crises is quite predictable.<br />

It is impossible to separate production and motivation levels during<br />

crises.<br />

102 According to the writer, a company's degree of success in responding to a crisis<br />

A<br />

B<br />

C<br />

D<br />

can be enhanced by the use of tried and tested methods.<br />

reflects its collective understanding of established knowledge.<br />

will benefit from being energetically conducted by the CEO.<br />

is dependent on the abilities of certain of its key personnel.<br />

103 The final paragraph is concerned with asserting<br />

A<br />

B<br />

C<br />

D<br />

the importance of re-structuring systems of company communications.<br />

the need to address communication issues at the highest level.<br />

the skills required of a company's head of communications.<br />

the variety of management roles affected by communication issues.<br />

29


PART TWO<br />

Section Six<br />

Questions 104 – 110<br />

• A colleague has given you this announcement for the company’s intranet to check.<br />

• In some lines there is one wrong word.<br />

• If there is a wrong word, write the correct word on your Answer Sheet.<br />

• If there is no mistake, put a tick (") on your Answer Sheet.<br />

Example:<br />

Please note that there has been a increase in 0 an<br />

the prices of some goods in the new catalogue. 00 "<br />

We continue to expand our operations in line with our long-term strategy.<br />

104 We are pleased to announcement that recent negotiations have resulted<br />

105 in the acquisition of the Northern Cross building on Main Street, means that<br />

106 we will be able to relocation staff within six months to considerably improved<br />

107 premises with facilities and equipment capable of matching currency and<br />

108 projected requirements for both IT and HR function. We also believe that<br />

109 this offices are more conveniently situated for the majority of our clients.<br />

110 We will provide more detailed information about the move in due course.<br />

In the meantime, please contact your line manager with any queries.<br />

Térèse Horton, Chief Executive<br />

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