&8226;Read the article below about a method of learning languages aimed at business people.
&8226;Choose the best word to fill each gap from A, B, C or D on the opposite page.
&8226;For each question 21-30, mark one letter (A, B, C or D) on your Answer Sheet.
Language learning for the busy executive
If you've ever been told by your boss to improve your knowledge of a foreign language you'll know that success doesn't come quickly. It generally takes years to learn another language well and constant (21) to maintain the high standards required for frequent business use. Whether you study in a class, with audiocassettes, computers or on your (22) sooner or (23) every language course finishes and you must decide what to do next if you need a foreign language for your career.
Business Audio Magazines is a new product designed to help you continue language study in a way that fits easily into your busy schedule. Each audiocassette (24) of an hour-long programme packed with business news, features and interviews in the language of your choice. These cassettes won't teach you how to order meals or ask for directions. It is (25) that you can do that already. Instead, by giving you an opportunity to hear the language as it's really spoken, they help you to (26) your vocabulary and improve your ability to use real language relating to, for example, that all-important marketing trip.
The great advantage of using audio magazines is that they (27) you to perfect your language skills in ways that suit your lifestyle. For example, you can select a topic and listen in your car or hotel when away on business. No other business course is as (28) and the unique radio-magazine format is as instructive as it is entertaining. In addition to the audiocassette, this package includes a transcript. with a business glossary and a study (29) The components are structured so that intermediate and advanced students may use them separately or together (30) on their ability.
(21)
A．exercise
B．performance
C．practice
D．operation
&8226;Look at the statements below and at the five extracts from a newspaper article on the opposite page about people who have set up their own internet companies.
&8226;Which extract (A, B, C, D or E) does each statement 1-8 refer to？
&8226;For each statement (1-8), mark one letter (A, B, C, D or E) on your Answer Sheet.
&8226;You will need to use some of these letters more than once.
A
E-GAMES
John and Stephanie both wanted a complete career change. Selling children's games over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing. First they contacted numerous venture capitalists, but from the response of the few that would even talk to them, they realised they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up consultants, to devise a business plan making their expected revenue streams more precise.
B
SUREK
Sue and Derek's plan was to sell clothes over the internet. After a shaky start, leading to serious cash flow problems, which meant they occasionally had little to live on, they realised they would have to advertise much more seriously: on the internet, they used online marketing tools to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking for capital to build the business.
C
WONDERWEB
Two senior advertising executives, frustrated with the pace of change in an industry they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their surprise, they found that many websites seemed to have been developed without taking any account of users' needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.
D
SUPERGIFTS
Michael and Tony set up a company to sell up market gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service expectations. A low-level marketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages.
E
ABBIE'S
The first phases of the company's growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The company's total marketing vision will be the key to success.
These people have not paid themselves out of their company's income so far.
