[Bec TEST 2 ETI PART ONE Questions 1-12 + You will hear Matthew Brand, Marketing Manager of Magnum Optics, talking to a group of staff in his department about an upcoming trade fair. + As you listen, for questions 1-12, complete the notes using up to three words or a number. + You will hear the recording twice Representing Magnum at the Eurotech trade fair What happens before the fair 1. Some information on the company is included in the .. 2A is set up in advance to check the outgoings. 3. Marketing items are carefully selected to provide a suitable of Magnum What to do at the fair 4. Remember to take a second ieee in case of breakdown, 5 There will be a pes suntan fOF EVERY person on the stand 6 It’s important to take adequate in order to keep alert | 7 Remember to keep the literature at the ....u:s:snsunmnnsnsn of the stand | 8 Try tomaintain as you talk to the visitors. 9 You can give visitors who are overloaded a with the logo on What happens after the fair 10 There will be a special ..sonnen when the fair closes to review everything, 11 Details are checked against the that were established beforehand. 12 All the that came out of the fair will need chasing up.BEC TES 8 PART TWO Questions 13-22 + You will hear five people talking about a marketing decision they made, ‘+ For each extract there are two tasks. For Task One, decide what marketing strategy each person decided to adopt from the list A-H. For Task Two, decide what the main benefit of the strategy has been in each speaker's opinion, from the list A-H. + You will hear the recording twice. TASK ONE - MARKETING STRATEGY ‘+ For questions 13-17, match the extracts with the marketing strategy chosen by the speaker, listed A-H. + Foreach extract decide on the appropriate marketing strategy. ‘+ Write one letter (A-H) next to the number of the extract. 13. A. direct mailing B point of sale displays " oe © website listing as. D a sponsorship deal E_ a press release 16 F special offers G improved packaging v H acompany newsletter TASK TWO - MAIN BENEFIT * For questions 18-22, match the extracts with the main benefit of the marketing strategy, listed A-H. * For each extract, choose the benefit each speaker describes. * Write one letter (A~H) next to the number of the extract. 18 . A. The average age of customers on our database decreased B_ The product information reached the public at the right time. Dis C People were more willing to believe that the information was correct. ae D The products lost their exclusive image. Doe E_ Customers found the information was much clearer than before. F Customers thought the quality of the product ingredients had improved G People took more time to consider the product range. H1_ People recommended the products to their friends.PART THREE Questions 23-30 24 7 You will hear a junior manager, Julia, discussing an MBA assignment with a senior colleague, Frank. For each question 23-30, mark one letter (A, B or C) for the correct answer. You will hear the recording twice. According to Frank, the main reason for a planned change failing is A. an underlying problem in the company structure B_ alack of belief among staff in the actual need for it C an underestimation of the time needed to achieve it. Frank and Julia agree that Julia’s former boss A probably didn’t value the staff's intelligence enough. B_ may have been trying to protect the staff from worry. C_ should have told the staff why the changes were needed. Frank thinks that the people who deal with change best are those who A. have an imaginative approach. B_ do their jobs very efficiently. Care willing to be flexible. What does Frank consider is hard about transforming a whole business? A. People have to get used to a whole series of changes. B_ It may involve having to give up what the company did best. C Persuading staff that it is worth working hard to achieve the new goal. What is Julia's opinion of the way managers communicate change to their staff? A. They need to support their words with practical measures, B_ They should prepare their formal speeches more carefully. C They spend too long discu: 1g the issues with other directors,BEC Testa 28 What point does Frank’s story about the sun and the wind illustrate? A. Ibis sometimes useful to explain difficult ideas with basic images. B_ The best way is to persuade people of the value of a proposed change. Management have the power to enforce change but it may be painful. 29 What aspect of the MBA course is Julia most impressed by? A. the relevance of the course materials B the friendliness of the teaching staff C the calibre of the other students 30, What do Julia and Frank agree is the greatest benefit of doing an MBA course? A. increasing knowledge through reading B_ having time to think about issues C_ meeting influential people