english for business 2 answers 2… · level 2 answers 2011 stiftung warentest : „ein zertifikat...

London Chamber of Commerce and Industry International Qualifications

www.lcciiq.com

English for Business Level 2

Answers 2011

Stiftung Warentest : „Ein Zertifikat in Wirtschaftsenglisch von der Londoner

Handelskammer macht sich gut im Job“ www.lcciiq.com [email protected]

http://www.lcciiq.com/

mailto:[email protected]

mailto:[email protected]

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SERIES 2 2011 MODEL ANSWER FOR QUESTION 1 (All options)

Understanding of Requirements of Question/Format (including Layout)

Understanding of Requirements of Question (10 marks) Candidate seems not to understand requirements of question 0 Considerable misunderstanding/wandering 1 fail Signs of understanding but not adequate for the task 2 borderline fail Adequate, ‘standard’ response to task set/recognises line of argument (detail not necessary) 3 pass/credit Sound/only very minor omissions/wanderings 4 credit/distinction Successful completion of all requirements/details of task 5

Format (including Layout) No suitable format 0 Format is just recognisable but does very little to help clarity 1 fail Recognisable format that begins to help clarity of message 2 borderline fail Format helps to make message clearer 3 pass/credit Format is sound (paragraphs, white space, etc) 4 credit/distinction Format is very good and is a definite aid to communication 5

Selection, Structure and Organisation of Content (10 marks) Inapt copying OR no recognisable pattern of communication 0/1 Content selection and ‘line of thought’ are both inadequate 2/3 fail Content selection OR organisation is inadequate 4 borderline fail Selection and organisation of material just acceptable 5 borderline pass Message is clear, reasonably well selected and organised 6/7 pass/credit Sound selection, organisation and fluency 8/9 credit/distinction Successfully organised, very fluent structure 10

Communication (Vocabulary and Grammatical Structure) (10 marks) Communication does not take place OR very ‘heavy’ lifting 0/1 Some (occasional) recognisable message/inapt ‘heavy’ lifting 2/3 fail Message is not adequately communicated 4 borderline fail Communicates (simple, connected text) despite weaknesses 5 borderline pass Message communicates 6/7 pass/credit Generally sound use of vocabulary and grammar 8/9 credit/distinction Very good vocabulary and grammar 10

Accuracy (Spelling, Punctuation, Grammar) (10 marks) Errors prevent communication throughout/very ‘heavy’ lifting 0/1 Errors prevent communication in parts of answer/’heavy’ lifting 2/3 fail Errors impede easy communication/some (considerable) lifting 4 borderline fail Errors may be numerous but do not prevent communication 5 borderline pass There are errors but they do not impair communication 6/7 pass/credit Occasional errors but communication is not hindered at all 8/9 credit/distinction Very occasional/or no errors 10

(Total 40 marks)

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MARKING NOTES SERIES 2 2011 QUESTION 1 (a) Leaflet Layout/format � Free(ish) MUST BE ‘CONNECTED’ ENGLISH Content � Again, free(ish) MUST INCLUDE CONTACT DETAILS Possible ideas include: � languages

� (other) skills/services offered

� places to visit (and why)

� places to stay/eat NOTE: � “informative”

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SERIES 2 2011 QUESTION 1 (a) Possible answer

A visit to a place that you do not know can be worrying and problematic, as well as

successful and enjoyable. On your

visit to St Petersburg I can remove your problems and your worries,

so that you can just enjoy the wonderful experiences.

WHO AM I?

Well, hopefully, I shall be YOUR PERSONAL GUIDE

to St Petersburg.

My name is VLADIMIR LEBEDEV and I can be reached at NEVSKY PROSPECT 3 – 7 ST PETERSBURG 191018 RUSSIA

Telephone (007) 812 323-31-17 Email [email protected]

What can I do for you? First, you don’t have to worry about languages. I was brought up speaking both Russian and English, my father being Russian and my mother Scottish. At University I studied German and French. If other languages are needed, I have close, professional contacts who will fill any gaps. I offer my skills and expertise to help you in any way you want. I am happy to: � work with individual business people, tourists, and with groups � act as interpreter in business and social contexts � assist at exhibitions and trade fairs � advise on and/or organise trips for individuals and groups � provide visa registration and application. As well as fulfilling your business needs, I enjoy offering my St Petersburg tour service in which I provide tailor-made: � city tours by coach, car or foot for individuals and for groups � accommodation service in hotels, apartments etc � advice on where to eat and to enjoy the huge entertainment opportunities in and around

the city � transfer to and from the airports (Pulkovo 1 and 2), cruise quay or railway station.

WHATEVER YOU NEED, JUST GET IN TOUCH. TELL ME WHAT YOU WANT. WE CAN DISCUSS

THE DETAILS AND AGREE TERMS OF PAYMENT.

I VERY MUCH LOOK FORWARD TO HEARING FROM YOU.

Best wishes

VladimirVladimirVladimirVladimir

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SERIES 2 2011 QUESTION 1 (b) Article Layout � Intro + 2/3 paragraphs + close = preferred Content � virtually free, other than about uniform at work QUESTION 1 (b) Possible answer

Dress to Impress

The expectation of a dress-code is returning to popularity in the professional and business worlds. For the past few decades, there has been a tendency to stress individuality in the workforce; employees have been allowed often total freedom in how they look and in what they wear at work. This has resulted in, for example, teachers wearing jeans and a casual shirt, more associated with building with bricks than with educating young minds. Some argue that such freedom has led to a slackening of general standards of work and a laxity that is beneficial to no-one. Others claim that an open dress code fosters a lessening of employee stress and a growth of individual confidence.

Both arguments may have elements of truth, but I agree far more strongly with the case for a business insisting on a dress code. It’s true that I cannot easily explain the motivational increase in workers when they are expected to dress smartly, but my experience tells me that it happens. There seems to be a different mind-set when the employees arrive; they are immediately ‘ready’ for work. When the idea of a smart dress-code is extended to its becoming a uniform, there is also an apparent, consequent move towards group identity and team-working. The mood becomes one of cooperation, and working to a common goal: the well-being of the business.

I have been employed in both types of workplace. Those that have high, dress-code standards give an impression of being more professional. When the employees put on their work clothes their minds somehow transform from an “at-home”, “at-rest” or “let’s-have-fun” mode to "we-have-to-get-work-done" mode. In contrast, places that allow employees to wear whatever they want have an atmosphere almost of apathy, and seem, in general, worse places in which to work. Being comfortable and casually dressed may seem a cosy idea, but in practice it seems to harm the working ethos, and workers are more likely to have an "I don't really care" attitude.

To clients and customers, how employees are dressed does say a lot about a business. If a firm wishes to be taken seriously in the professional world it should insist that employees dress for success and possibly for corporate identity. This insistence is needed in order to symbolise a smooth-running, efficient and professional business that will inspire others to want to do business with it. The old saying that one picture says more than a thousand words is a valid one, and the appearance of a firm’s staff is the main picture a business gives to potential clients. Such a picture has to be one that will inspire confidence and professionalism.

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SERIES 2 2011 QUESTION 1 (c) Memo To Mrs Jenny Sault (Head of HR) From Candidate Subject Resignation (probably most logical choice) Message will probably need to include: � resignation

� appointed to new job (promotion) at Silverton Computer Industries

� starting 1 September 2011

� new job = increased responsibility (higher salary) (natural progression?) HoD from Team Leader paid part-time study to first degree level � gratitude to Radcliffe Computer QUESTION 1(c) Possible answer MEMO To Mrs Jenny Sault (Head of HR) From A. Candidate Date Suitable Subject Resignation I have learned that my recent application for a post at Silverton Computer Industries has been successful. Therefore, following preferred Radcliffe practice, I inform you formally that I need to resign from my present job in order to begin work at Silverton on 1 September 2011. The new job as a head of department is a natural progression from my role at Radcliffe; it increases my responsibilities and allows me to enhance my experience. Part of the contract is that I shall be allowed time to study for a first degree at Sydney University and I shall therefore be able to accommodate my practical experience into wider general theory. My time at Radcliffe has been very pleasurable and it was not an easy decision for me to apply elsewhere. Radcliffe has allowed me to develop professionally and personally, and in 8 years I have been able to reach the position of Team Leader. I am genuinely grateful for the advice, experience, and encouragement that I have received here. I look forward to meeting you in order to arrange the details of my resignation and to thank you personally for your own great contributions to my happy time working at Radcliffe.

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SERIES 2 2011 MODEL ANSWER FOR QUESTION 2 AND 3 Understanding of Requirements of Question/Format (including Layout)


Format (including Layout) No suitable format 0 Format is just recognisable but does very little to help clarity 1 fail Recognisable format that begins to help clarity of message 2 borderline fail Format helps to make message clearer 3 pass/credit Format is sound/appropriate for task 4 credit/distinction Format is very good and is a definite aid to communication 5

Selection, Structure and Organisation of Content (10 marks) Inapt copying OR no recognisable pattern of communication 0/1 Content selection and ‘line of thought’ are both inadequate 2/3 fail Content selection OR organisation is inadequate 4 borderline fail Selection and organisation of material just acceptable 5 borderline pass Message is clear, reasonably well selected and organised 6/7 pass/credit Sound selection, organisation and fluency 8/9 credit/distinction Successfully organised, very fluent 10

Communication (Vocabulary and Grammatical Structure) (5 marks) Communication does not take place OR very ‘heavy’ lifting 0 Some (occasional) recognisable message/inapt ‘heavy’ lifting 1 fail Message is not adequately communicated 2 borderline fail Communicates despite weaknesses 3 pass/credit Message communicates 4 credit/distinction Very sound use of vocabulary and grammar 5

Accuracy (Spelling, Punctuation, Grammar) (5 marks) Errors prevent communication throughout/very ‘heavy’ lifting 0 Errors prevent communication in parts of answer/’heavy’ lifting 1 fail Errors impede easy communication/some (considerable) lifting 2 borderline fail There are errors but they do not impair communication 3 pass/credit Occasional errors but communication is not hindered at all 4 credit/distinction Very occasional/or no errors 5

(Total 30 marks)

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Marking Notes SERIES 2 2011 QUESTION 2 Letter Layout Customer Services Dunbrody Electronics Ardkeen shopping Centre Waterford Mrs Magda Neruda 12 Coach Road Gorey County Wexford � Dear Mrs Neruda � Yours sincerely � Candidate’s name ( + Invented Position) Content NB tactful, helpful � (Sorry about) health problems � (Understand Mrs N’s problems but) several attempts at contact and no reply (letters + phone) � TOTAL costs of repair = 50 euros + 5 additional if delivered � Info to Mrs N included closure of Gorey Branch and that Mrs N’s radio to be sold to recover costs � Sale took place in Feb 2011 (loss to Dunbrody of 14 euros) � (Goodwill) offer – used Askam Fidelity 1775 Radio recent, similar (improved?) model

- €50 to include 6 months’ guarantee and free delivery charge

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SERIES 2 2011 QUESTION 2 Possible answer

Customer Services Dunbrody Electronics

Ardkeen Shopping Centre Waterford

6 April 2011 Mrs Magda Neruda 12 Coach Road Gorey County Wexford Dear Mrs Neruda Askam Fidelity 1675 Radio - Repair at Dunbrody Store (Gorey Branch) 10 June 2010 Thank you for your recent letter about the radio that you left for repair at our Gorey Branch in June of last year. We are sorry to learn that your ill-health did not allow you to make arrangements for collection of your property following the agreed repair, and we hope that you are now considerably recovered. Obviously we did not know about your personal circumstances, and we made several attempts to contact you by letter and by phone. Having received no previous response, we sent you messages, in October and November 2010 and in January 2011, stating Gorey Branch would be closing and that, to recover our costs, we would need to sell the Fidelity 1675 in a closing-down sale. The sale took place in February of this year. The sale of the radio did not cover the costs we had incurred and it would not therefore be our normal practice to offer any form of recompense to clients. However, because of the unusual circumstances that you have outlined, we are happy to recommend to you a previously-owned, model 1775 Askam Fidelity radio, a more modern version than the 1675, at a price of €50 to include 6 months’ guarantee and free delivery. This price is the same that you were quoted just for the repair of your original radio, but you will additionally benefit from the longer guarantee and free delivery to your home. Please let us know your decision and we look forward to being of continued service to you. Yours sincerely

Anne CandidateAnne CandidateAnne CandidateAnne Candidate Anne Candidate (Mrs) Assistant Head of Customer Service

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SERIES 2 2011 QUESTION 3 List of Main Points Layout � any apt type + title Content NB points additional to those in ‘advice-sheet’ should not be given

Points for inclusion include some apt reference to: � purpose of lecture = stimulate interest not (just) to give info

� use lecture notes to form skeleton for further reading

as starting-point for revision

� different styles/types of lecture all require notes(dictation not one of styles) listen to understand main threads of argument then write succinct, precise, coherent notes

� handouts starting-point for complementary notes

� questioning lecturer always after lecture (rarely during) use to clarify points

� after lecture (same day) read through notes add to them – make them clearer especially concentrate on extra material issued by lecturer

do own drawn copies of charts, graphs etc.

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SERIES 2 2011 QUESTION 3 Possible answer List of the main points from ‘Note Taking’ Advice-Sheet 1 Aim of lectures

� to stimulate interest � (not to give all necessary information)

Different modes of lecture

� all require notes to be taken � dictation by lecturer is very rare

Questioning lecturer

� do so after lecture (rarely during) � use procedure to clarify/expand points made

How to take notes

� listen to what is said � understand the ‘threads’ of the argument � write condensed, precise, coherent notes

After lecture

� on the SAME DAY as the lecture read through notes � add to them and/or make them clearer � concentrate especially on extra material issued by lecturer

How to work with notes

� use notes as framework for further study/notes � notes and even handouts form starting-points for revision � it is useful practice to hand-draw issued charts/graphs (as an aid to memorising them).

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SERIES 3 2011 MODEL ANSWER TO QUESTION 1 (All options)





Communication (Vocabulary and Grammatical Structure) (10 marks) Communication does not take place OR very ‘heavy’ lifting 0/1 Some (occasional) recognisable message/inapt ‘heavy’ lifting 2/3 fail Message is not adequately communicated 4 borderline fail Communicates (simple, connected text) despite weaknesses 5 borderline pass Message communicates 6/7 pass/credit Generally sound use vocabulary and grammar 8/9 credit/distinction Very good vocabulary and grammar 10

Accuracy (Spelling, Punctuation, Grammar) (10 marks) Errors prevent communication throughout/very ‘heavy’ lifting 0/1 Errors prevent communication in parts of answer/’heavy’ lifting 2/3 fail Errors impede easy communication/some (considerable) lifting 4 borderline fail Errors may be numerous but do not prevent communication 5 borderline pass There are errors but they do not impair communication 6/7 pass/credit Occasional errors but communication is not hindered at all 8/9 credit/distinction Very occasional/or no errors 10

(Total 40 marks)

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MARKING NOTES SERIES 3 2011 QUESTION 1 (a) Leaflet Note specifically asks for ‘connected English’. Scattering words taken directly from the question into a visual pattern is expressly not acceptable. If done, layout will score no more than 1 mark, and the mark for content, organisation etc will probably be below pass. Content hotel name + contact details open all year 24 hour room service large, free carpark 60 bedrooms – all en-suite II II free internet access plus II expected facilities - TV etc 20 suites = en suite + sitting room II many services – holidays, weddings (gardens setting for photos), pool, gym, sauna, tennis courts etc top class restaurant CONFERENCES (upper case indicates mention expected) additional info invited - possible egs, laundry service, conference organiser, wedding adviser ENCOURAGE VISIT/USE etc social occasions holidays business etc QUESTION 1 (b) Notice Scattering words taken directly from the question into a visual pattern is expressly not acceptable. If done, layout will score no more than 1 mark, and the mark for content, organisation etc will probably be below pass. Note The question specifically asks for ‘paragraphs and complete sentences’. Content should include: problems with lift previously informed essential work – advised repair + new September 22 2011 (4 weeks at best) work also on residents’ lounge apologies inconvenience (noise, dust etc) reduced carparking BUT safer all possible help to residents – deliveries etc stay at hotel possible (free) cafeteria, office, gymnasium unaffected inform friends, relatives etc

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SERIES 3 2011 QUESTION 1 (c) Memo Layout To HoDs From Candidate (Senior Manager) For 4 marks and above the memo MUST be paragraphed and/or bulleted etc Content For high marks in SELECTION etc the content will possibly need to include: re departmental meetings required practices etc agenda distributed no later than1 week before meeting HoD will usually chair start on time discourage latecoming HoD to be on time note all attendees and apologies (with reasons) review details of previous meeting discuss all items on agenda fully (finishing early is not an acceptable aim) promote idea of department = team encourage all to participate end meeting by summarizing decisions and who will follow them through send details of decisions to all who sent apology and to Senior Manager.

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SERIES 3 2011 QUESTION 1 (a) Possible answer

GREENLAWNS HOTEL

IS YOUR PERFECT HOTEL, FULLY EQUIPPED CONFERENCE CENTRE, OUTSTANDING RESTAURANT,

MAGNIFICENT GYMNASIUM ...

In fact, we provide everything you could possibly want from a modern, superior hotel.

We are open all year and here you will find the ample parking space that other hotels rarely have.

Despite being close to the industrial midlands of England, you will find yourself in a large oasis of

tranquillity, enjoying facilities that cannot be bettered and surrounded by magnificent, lawned gardens.

Here you can holiday, eat gourmet food, relax, do business, wind down, get fit. WHATEVER YOU NEED, YOU WILL ALMOST CERTAINLY DISCOVER AT

GREENLAWNS HOTEL. Whether you are looking for a fine hotel, excellent leisure facilities, gastronomic delight, a setting for a

perfect wedding, an impressive party or a perfect conference venue, GREENLAWNS HOTEL IS THE PLACE TO BE.

For our more active guests, we have

� a gymnasium � tennis courts � a swimming pool.

Why not wind down after your exertions in our � state-of-the-art sauna?

It almost goes without saying that our residential facilities are virtually unmatched.

We offer:

� 60 bedrooms – all of them en-suite � 20 suites (en-suite bedroom and a separate lounge) � the expected facilities: TV etc PLUS free internet access � 24 hour room service � free laundry for all our residents.

To book or to ask for any further information contact:

GREENLAWNS HOTEL Highley Road Lichfield WS14 3AG

Telephone 01384 753421 Email [email protected]

Website www.greenlawnshotel.co.uk

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SERIES 3 2011 QUESTION 1 (b) Possible answer

MANOR CLOSE

WORK on our LIFTS will begin on 22 SEPTEMBER and continue for at least 4 WEEKS.

As you already know, our existing lift has been causing us difficulties and breaking down frequently. We now have the results of our enquiries into what to do to make us all safer and to have confidence that we can use a lift without worrying whether we shall become stuck between floors. The recommendations are that:

� our existing lift should be fully serviced and repaired � a new lift should be built next to the existing one.

We apologise to all residents, but the work is considered essential. We have to recognise also that it is extensive and while it is carried out there will be inconvenience, mess, dust and noise. It has been decided therefore that it will be best to upgrade the Residents’ Lounge at the same time that work is done on the lifts. We might as well get all the inconvenience over in one go! To minimize the problems caused, we shall make certain that the work will not affect:

� the cafeteria � the gymnasium � the office � any stairway.

Additionally, extra services will be provided, for example

� ordering of any goods residents require � delivery of the goods direct to a resident’s apartment � any further help or service that is needed.

Residents who feel they will be especially inconvenienced by the work may ask to move to a hotel. This will be free of charge. Please tell your visitors, friends and families what is going to happen, and perhaps warn them that parking will become difficult too. Just remember that when the work is complete our lives will be safer and more comfortable. We shall also have a brand new Lounge in which to relax! Let us know if anything concerns you and we shall try to find a solution to all problems. Best wishes Anna CandidateAnna CandidateAnna CandidateAnna Candidate Assistant Manager

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SERIES 3 2011 QUESTION 1(c) Possible answer MEMO To Heads of Department From Alan Candidate (Senior Manager) Date Appropriate Effective Departmental Meetings Most of our departmental meetings are efficient and help the smooth running of our business. Nevertheless there are some areas where a need for improvement is apparent. The Company Secretary and I ask you to make certain that your meetings follow these guidelines:

� distribute the agenda no later than 1 week before a meeting � heads of department should normally be the chairperson � all meetings need to start on time � coming late must be discouraged � it is expected that heads of department will never be late � at the close of a meeting, summarise the major points and clarify who will deal with any

agreed actions. Other important guidelines include:

� the names of all attendees and apologies must be noted � apologies should include reasons for the absence � before discussing new topics, review the previous meeting’s minutes � all items on the agenda have to be discussed fully � minutes and notification of decisions must be sent to all attendees, those who sent

apologies and to the Senior Manager. Bear in mind that:

1. meetings should promote team spirit 2. all should feel able to participate in discussions and decisions and be encouraged to do so 3. finishing early is rarely a valid or acceptable aim.

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SERIES 3 2011 MODEL ANSWER TO QUESTION 2 Understanding of Requirements of Question/Format (including Layout)






(Total 30 marks)

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Marking Notes SERIES 3 2011 QUESTION 2 Letter Format/layout INCLUDE Gazette’s phone number 01392 272466 Dear Mrs Foxton + Yours sincerely From Candidate (Assistant Editor) Content SHOULD include: welcome helping past copies cover all required years phone to arrange meeting with self and William Burgess, Editor to discuss Mrs Foxton’s project very welcome to reproduce photos/copy with acknowledgement re copyright possibility of articles by Mrs F on local history separate office possibly available.

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The Devon and Exeter Gazette 134 - 138 Main Street Devon Exeter EX1 3AG

Telephone 01392 272466

1st June 2011 Mrs Angela Foxton 3 Byrnecroft Lane Devon Exeter EX4 8JL Dear Mrs Foxton Your letter re access to past issues of the Devon and Exeter Gazette We are very enthusiastic about your wishing to use our past publications to help your research. As you have heard, we do have every issue since January 1930; most of the notable events in Crediton since that date will almost certainly have been reported and recorded in the Gazette. We also have an extensive stock of photographs covering the years in which you are currently interested. All photographs and copy will be available to you and you may include any items in your book subject to there being a clear indication of our holding the copyright. We were about to contact you to discuss a project that we are considering. For some time, we have been aware that we have not recently run many articles of local historical interest. We intend to rectify this and to ask if you will be willing to write a series of articles for us. Our Editor, William Burgess, has said that, if you find it useful, he will be able to provide an office for you so that you can work here in Main Street and not always have to carry material to and from your home. Perhaps you can phone us to arrange a meeting to discuss your requirements and our proposals. Both I and Mr Burgess look forward to meeting you. Yours sincerely Ann Candidate

Ann Candidate (Mrs) Deputy Editor

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(Total 30 marks)


SERIES 3 2011 QUESTION 3 List of Main Points ACCEPT any type of list SIMPLE SEMI-STRUCTURED FULLY STRUCTURED Content For high marks there should be apt reference to: businesses reliant on customer service other skills useful but not as central/crucial create a helpful, friendly ethos customers judge actions of businesses keep promises listen attentively give sensible, practical;, knowledgeable advice/help train staff on importance of good customer service to be helpful to be well-informed re what the business does and offers do more than customers expect from you. SERIES 3 2011 QUESTION 3 Possible answer A list of the main points from the article: “Take that ‘EXTRA STEP’”. The well-being of businesses relies heavily on good customer service. Other skills and attributes are helpful but not as central to success. Since customers value actions of a business more than its words, it is essential to:

� create a helpful, friendly environment when dealing with customers � keep any promises that are made � listen attentively and actively to what a customer says � offer knowledgeable, practical advice and help.

Staff must be trained:

� to be supportive, effective and caring � to be well informed on the business’ goods, products and/or services.

The aim is always to do more for a customer than the customer expects.

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SERIES 4 2011 MODEL ANSWER TO QUESTION 1 (All options)





Communication (Vocabulary and Grammatical Structure) (10 marks) Communication does not take place OR very ‘heavy’ lifting 0/1 Some (occasional) recognisable message/inapt ‘heavy’ lifting 2/3 fail Message is not adequately communicated 4 borderline fail Communicates (simple, connected text) despite weaknesses 5 borderline pass Message communicates 6/7 pass/credit Generally sound use of vocabulary and grammar 8/9 credit/distinction Very good vocabulary and grammar 10

Accuracy (Spelling, Punctuation, Grammar) (10 marks) Errors prevent communication throughout/very ‘heavy’ lifting 0/1 Errors prevent communication in parts of answer/‘heavy’ lifting 2/3 fail Errors impede easy communication/some (considerable) lifting 4 borderline fail Errors may be numerous but do not prevent communication 5 borderline pass There are errors but they do not impair communication 6/7 pass/credit Occasional errors but communication is not hindered at all 8/9 credit/distinction Very occasional/or no errors 10

(Total 40 marks)

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SERIES 4 2011 QUESTION 1 (a) Possible answer REPORT

The promotion and marketing of new jam products at Zealfood Ltd Terms of Reference The Managing Director has requested a report to the Board of Directors, on the promotion and marketing of a new range of six mixed-fruit jam products that Zealfood has been developing. The report is to be submitted as soon as possible. Procedure The marketing team visited supermarkets throughout the country, and undertook a survey of 2000 customers, chosen at random. Each customer was asked to taste six jams, which were as follows:

A. Raspberry B. Blackcurrant C. Damson D. Gooseberry E. Plum F. Apricot

They were then asked to say about each jam, whether they liked it very much, quite liked it, did not like it, or were not sure. At the end of the tasting, each customer was given a pot of jam, of his or her own choice, to take home. Findings Combining the percentages of those who liked a particular product very much, or quite liked it, we have the following figures:

A. 75% B. 66% C. 44% D. 31% E. 66% F. 71% Conclusions As can be seen from the figures, the most popular product was Jam A, then Jam F. Jams B and E were equally popular. However, more people chose to take home a jar of Jam B (410) than took home a jar of Jam E (380). Recommendations

1. Set up a nationwide promotion and marketing campaign, selling the four most popular jams, introducing one a month, for four months

2. Start the campaign in March, by promoting the most popular product, Jam A (Raspberry) 3. Introduce Jam F (Apricot) a month later, in April. 4. As more chose to take home a jar of Jam B than Jam E, introduce Jam B (Blackcurrant) to

the market in May, then Jam E (Plum) in June.

Alan CandidateAlan CandidateAlan CandidateAlan Candidate

X November 2011

(Total 40 marks)

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SERIES 4 2011 QUESTION 1 (b) Possible answer ARTICLE

Globalisation: the benefits of trading on a Global Scale Globalisation is not a new thing. It has been with us for well over a hundred years. The difference between then and now is, in the first part of the twentieth century, trade was dominated by American and European countries and their products. More recently, countries such as China and India have developed their goods and services to such an extent that they can now compete in the world market, and often overtake their American and European competitors. I admit that there are some problems with the way that some countries dominate others in trade. But there have also been many benefits for those countries that have been able to buy and sell on a global scale. A country that I know well, Bangladesh, is a good example. It is not a wealthy country, even today. Less than half the people have clean water. Before 1990, many very young children died of diseases. But Bangladesh has developed a clothing industry, selling its products to western countries. This has made a big difference to its economy. There are now fewer very poor people, and fewer young children are dying. If a huge multinational company, like Macdonalds or Microsoft, sets itself up in another country, it creates new job opportunities and training for the local people. And these local people learn how to develop their own businesses, by watching how this multinational company operates. One of the best things about global trade is the way that useful and life-changing new products can be traded from one country to another, and this can really help developing countries. Two excellent examples are modern medicines and mobile phones. The first helps to stop the spread of diseases, and the second improves communication. Global trade has helped many countries to raise their standard of living. In the past twenty years, average living standards in China have risen by 800%, and this has helped the health and wealth of the whole country. Despite what some people say, that globalisation makes everywhere look like everywhere else, I believe that there are many advantages to being able to trade on a worldwide scale.

(Total 40 marks)

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SERIES 4 2011 QUESTION 1(c) Possible answer MEMO To: All staff From: Arabella Candidate, PA to Andy Hardy, MD. Date: 7th November 2011 HEALTH AND SAFETY INSPECTION Mr. Hardy has asked me to inform all staff members that Brighter Solutions will be having its first health and safety inspection tomorrow, 8th November. There will be three inspectors from the Health and Safety Executive, who will be looking at the following things, as they affect all of us:

� Use of computers in the office � Cleanliness in the workplace � First Aid and Accident Policies

These involve all staff members, so please would you make sure that you are fully aware of your responsibilities, if the inspectors ask you any questions. You will note that cleanliness in the workplace is a part of the inspection. So would you also make sure you look around at your work area, and check that your working environment is clean and tidy, and above all, safe. The timetable for tomorrow’s inspection is as follows:

1. The Inspectors arrive at 9am. 2. They will have their lunch with the staff in the canteen. 3. The inspection should be finished by 4pm. 4. We will have immediate feedback at the end, so we shall know how well we have done.

Mr Hardy is confident that we shall do well in the inspection, and has asked me to tell you that there is nothing that any of us should be worried about. A.C.

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Accuracy (Spelling, Punctuation, Grammar) (5 marks) Errors prevent communication throughout/very ‘heavy’ lifting 0 Errors prevent communication in parts of answer/‘heavy’ lifting 1 fail Errors impede easy communication/some (considerable) lifting 2 borderline fail There are errors but they do not impair communication 3 pass/credit Occasional errors but communication is not hindered at all 4 credit/distinction Very occasional/or no errors 5

(Total 30 marks)

2041/4/11 Page 27 of 29


Autofine Components UK Ltd Autofine House

Bishops Hareton Lancashire BW4 1PQ

Friday 25 November 2011 Mr D Roberts 52 Helmswood Avenue Rothersby Yorkshire LT25 1XP Dear Mr Roberts Appointment of Finance Director at Autofine Thank you for your letter of 18th November in which you asked for feedback from your interview for the post of Finance Director at Autofine Components. We were impressed with your considerable experience, both of the car components industry itself, and also of the financial expertise that you have gained, working at Componental. It was for this reason that we wanted to interview you. However, having discussed your interview with the other directors at Autofine, I feel that there are some aspects of your responses that I should explain to you. Despite your experience and knowledge, the way that you gave your answers caused us some concern. You gave the strong impression that you would want to make changes to the Finance Department, before you had any knowledge of just how successful that department might be. You showed great enthusiasm during the interview, but this meant that you often interrupted us, before we had a chance to finish asking a question. As a leader of a large team, such as the finance team, it is very important to be a good listener, as well as a good talker. Enthusiasm needs to be matched with patience and understanding, qualities that we feel you need to develop. In fact, your enthusiasm was such that you gave us the strong impression that you thought you already had the job. In your letter, you imply that we appointed the wrong person, because you had the greater knowledge and experience. I am sure you will appreciate that this is not an acceptable comment to make, as you could not possibly know how well the successful candidate performed at interview. If you would like a more detailed feedback, over the phone, I am happy to talk to you personally. Please call my secretary on extension 271, and she will book a suitable time for us to talk. Please understand that, despite my comments above, you nevertheless made a strong impression when we interviewed you, and will no doubt find a suitable post in the future. In the meantime, I wish you success in your future financial work, and hope that you gain the promotion that you are seeking. Yours sincerely

David LomaxDavid LomaxDavid LomaxDavid Lomax D. Lomax Managing Director

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Accuracy (Spelling, Punctuation, Grammar) (5 marks) Errors prevent communication throughout/very ‘heavy’ lifting 0 Errors prevent communication in parts of answer/‘heavy’ lifting 1 fail Errors impede easy communication/some (considerable) lifting 2 borderline fail There are errors but they do not impair communication 3 pass/credit Occasional errors but communication is not hindered at all 4 credit/distinction Very occasional/or no errors 5

(Total 30 marks)


SERIES 4 2011 QUESTION 3 Possible answer Main points from the article:

Requests for references: how to get it right 1. Follow correct procedures when requesting references.

� not a lot of work is needed to get it right � bad appointments can be made, and problems caused, if you get it wrong

2. (a) Ask permission of the new candidate / employee

� failure to do so could cause serious problems under the Data Protection Act (reference: UK) � remember that an employee has a right to see his / her reference

(b) Be open and helpful when you seek references

� this demonstrates that your company has high standards � remember that an employee’s strengths and weaknesses are highlighted through

appraisals, not directly through references 3. If necessary, check with your lawyers before writing to seek references

� always act within the law, when it relates to such things as gender, race, age and disability � remember that international law varies from country to country, and can change over a

period of time 4. You might want to create a template when seeking reference information

� if you do, show it to the applicant / employee, before sending it to a past employer / referee � your template should be incorporated into a letter, or be attached to one � remember that you get a better response if you enclose a stamped, addressed envelope


EDI International House Siskin Parkway East Middlemarch Business Park Coventry CV3 4PE UK Tel. +44 (0) 8707 202909 Fax. +44 (0) 2476 516505 Email. [email protected] www.ediplc.com

english for business 2 answers 2… · level 2 answers 2011 stiftung warentest : „ein zertifikat...

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