What information is given in the article?
Passage 13Questions 8—12
● Read the article below about public relations.
● Choose the best sentence from the opposite page to fill each of the gaps.
● For each gap(8—12), mark one letter (A—G) on your Answer Sheet.
● Do not use any letter more than once.
● There is an example at the beginning. (0)
PR: The Wildcard Marketing Strategy
What is the true purpose of public relations and how can it really help impact the growth of your small business? (0)______. This is where you, the business owner or marketing executive, come in.
Most small business owners think that public relations is too time-consuming of an effort. (8)______. It is just a matter of prioritizing your goals and leveraging the resources that you do have to take advantage of what is an invaluable marketing tactic. Here are a few tips to get you started in the right direction:
1. Create several creative story pitches. The way to get into the hearts and minds of the media is through a great story pitch. (9)______.Not only that, but editors may classify you as that annoying self-promoter that won’t stop pitching their product line, and then refer you to the advertising department. When developing story pitches you should ask yourself the following questions: What makes this story different from the hundreds of other stories being submitted? Will this benefit readers financially, professionally, or emotionally in any way? Is this really entertaining or fun to read? If the answer to any of these questions is “No”, then it is time to adjust your stow until the answer is “Yes”.
2. Match your target audience with the right media channels. (10)______. Really understanding your target audience will help you in the next step of your PR plan—targeting the right media channels.
3. Have a spokesperson or PR firm represent your company. So let’s assume that you have executed your calling campaign and have sparked interest with an editor or reporter looking to secure an interview with someone in your firm. They contact your office but no one is available to take their call. One thing that journalists and editors lack is patience, and rightfully so — they have deadlines to fulfill! (11)______.
4. Take advantage of your opportunities when presenting your company. PR results do not happen overnight. You must be patient and persistent. (12)______. So do not forget to include your company information through a sentence describing your company, author byline (if applicable), and a URL of your website. Media professionals will sometimes forget to include this information so it is your job to show it in your press release, articles, or interview.
In sum, PR is a wildcard marketing strategy that can yield tremendous results if implemented correctly. Don’t forget that your number-one goal is to get in front of your target audience and the rest will take care of itself.
A. Shamelessly promoting your business or its products is not going to do you much good.
B. However, when activity comes up, you must ensure that the company is rewarded for the hard work put in!
C. This mav be true in cases where small businesses have very limited resources (i. e. staff, budget), but this should not prevent you from doing it.
D. If your company’s main customer base is women in their 30s, then you probably don’t want to focus on media channels that target a demographic of men in their 50s.
E. The last thing you want is to be unavailable when an editor or reporter wants more information about your company or products.
F. It helps an organization and its publics adapt mutually to each other.
G. In order for the media to succeed, they need information that is both useful and entertaining for their readers.
Passage 2Questions 8—12
● Read the article below about a psychologist’s advice to managers.
● Choose the best sentence from the opposite page to fill each of the gaps.
● For each gap 8-12, mark one letter (A-G) on your Answer Sheet.
● Do not use any letter more than once.
● There is an example at the beginning, (0).
If overflowing in-trays frighten you or solving problems makes you sweat, there’s new range of business books called The Management Guides that you can turn to with confidence. (0)______. In addition, they’re written in accessible language by Kathy Harman, a chartered occupational psychologist who heads her own London-based consultancy business. She says that the guides are intended for professionals working in small British companies, where thinking about management can be a low priority because of endless lists of other responsibilities.
(8)______. After this initial message to the reader the following pages contain sections on every aspect of business, from managing your own time and selecting employees to planning ahead for the future.
One of the reasons Harman wrote these guides was that she knows not every business is able to invest in training. The difficulty, especially for small businesses, is that, “People are professionals first and foremost and somehow they are just expected to pick up management skills as they go along.” (9)______. And becoming one, she recognizes, is especially difficult if you’re not used to communicating effectively or delegating work.
She adds, “It’s all very well managing areas that you have control over and you can do all the planning you feel is necessary, but there are always going to be other people out there who do the most unexpected things.” (10)______. Such a choice of approaches is essential to any business. This can only be achieved by managers having good, friendly relationships with all their staff and business contacts. “The important thing in management,” says Harman, “is the human element.”
Her advice to managers everywhere is to maintain professionalism at all times. “If you’ve ever managed anyone,” she says, “you’ll know that you’re not allowed to be fed up because when the staff come to you, they don’t want to know about your problems, they want their problems solved.”
Harman feels confident about making such an analysis because of her years of training as an occupational psychologist. (11)______. “What you find there is that most senior managers have had some kind of psychological training, while in this country most managers get their management psychology second-hand by listening to other managers.”
The overall message from Harman is a simple one, and it’s got nothing to do with technology or databases. (12)______. “More and more managers,” she says, “are realizing this and beginning to appreciate that without the right staff at all levels, you really haven’t got a business. People are your principal resource.”
A. And when they do, managers need a variety of strategies to fall back on.
B. This, of course, is unlikely to be easy, because being an expert in your field doesn’t necessarily make you a good manager.
C. The question that most of them ask is, “Can we actually afford a management training course?”
D. Although this area of study is becoming more acceptable in the business world, Britain is a long way behind the rest of Europe.
E. It’s about creating a working environment that promotes the post room to the board room.
F. This is illustrated at the beginning of each guide with the quote. “This book is for those who would like to manage better but are too busy to begin.”
G. They’re short, pocket-sized, and very reasonably priced at £2.99 each.
Passage 4Questions l9—33
● Read the article below about educational background of successful managers.
● Choose the best word to fill each gap, from A, B, C or D.
● For each question l 9—33 mark one letter (A, B, C or D) on your Answer Sheet.
● There is an example at the beginning.
Educational Background of Successful Managers Psychologist Douglas Bray and Ann Howard have for more than 25 years been studying college graduates in entry-level management (0)______. for AT&T. Here are some of their findings.
Master’s degree can be (19)______. Howard says of Master’s degree holders, “They bring US greater (20)______. and interpersonal skills and more motivation for (21)______. and money, but they are not any smarter.” This applied equally to (22) ______. of an MA, MS, and MBA.
There are key (23)______ between technical and non-technical majors. Business majors led the pack in organizing, planning, and decision-making skills. (24) ______. and social science graduates also (25)______. high. Math, science, and engineering majors scored much lower in these skills. Technical majors did have (26)______. general mental ability, but they were not as(27) ______. or as good at interpersonal skills. As you might expect, social science majors were quite low on (28)______. skills. Business majors were the ones most eager to get ahead.
For the future managers, AT&T is still looking for about a third each of business, technical, and liberal arts majors. While they are still looking for master’s degrees, some firms say that the (29)______. of the MBA has passed. Many companies (30)______the same management training programs for their new people, whether or not they have a master’s degree.
(31)______. the success/failure studies of managers, educational background is probably less important than (32)______. skill that people develop. As one president of a large company puts it, “We’re really looking for a particular kind of (33)______rather than a particular degree.”
19. A. useful B. helpful C. successful D. beneficial
20. A. administrative B. cooperative C. administration D. cooperation
21. A. ranks B. social level C. status D. honor
22. A. owner B. winner C. possessor D. holder
23. A. difference B. differences C. difficult D. difficulty
24. A. Humanities B. Humanity C. Human D. Human subject
25. A. score B. scored C. get D. gained
26. A. high B. tow C. lower D. higher
27. A. create B. creative C. imaginative D. imagination
28. A. quantitative B. quantity C. quality D. qualitive
29. A. times B. years C. era D. epoch
30. A. supply B. offer C. provide D. award
31. A. Regardless of B. Even if C. Even though D. Though
32. A. practical B. actual C. factual D. real
33. A. person B. personnel C. human being D. persons
Passage 8Questions 34 - 45
● Read the article below about airport hotels.
● 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.
Working at the Airport
0. Nowadays, business travellers are staying at the airport to do business. Rather than
00. waste of time in heavy traffic as they try to reach city centre venues, business people
34. are using conference facilities on the offer at airports. Busy executives are also
35. staying there overnight to avoid the difficulty of getting there for take an early morning
36. meeting. And it makes sense for international meetings to be held at airports. It is
37. principally through the improvement in airport hotels that has enabled this
38. development to take place. Today these mini-conference centres provide services are
39. designed for business travellers, like a quick check-in and round-the-clock restaurants,
40. so they can get to work as quickly as possible. They are also less expensive place
41. than their city centre counterparts. Not long years ago, airport hotels were
42. uncomfortable, unattractive and inconvenient for as far as the business traveller was
43. concerned. Yet now that there is strong interest, as travellers become aware of the
44. new facilities. Demand for small meeting rooms is huge, usually for interviews or one
45. -to-one meeting, where executives fly them in and out the same day. The age of the airport is upon us.
I _____ writing the article by the time you get back.
Passage 3 ● Read the article below about portfolio—a good way of investment.
● In most of the lines 41-52 there is one extra word. It is either grammatically incorrect or does not fit in with the sense 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.
● The exercise begins with two examples, (0) and (00).
Example:
0. Very few people are able to achieve all of their investment objectives with a single
00. investment vehicle. As a consequence, most of investors eventually assemble a collection
41. of various investments—portfolio. Financial advisors typically recommend that the
42. portfolio would be diversified. A well-diversified portfolio might include a mix of
43. stocks, bonds, gold, money-market funds, real estates. Ideally, the investments in
44. the portfolio should balance each other in the terms of their sensitivity to various forms
45. of risk. For example, some should be relatively immure to the effects of recession,
46. while others should be hold up well in times of high inflation. The portfolio might also
47. be selected to provide a. mix. of various types of return. Basically, there are two only
48. ways to make more money in investment: through a capital gain or through dividend and
49. interest payment. For example, a growth stock might provide a capital gain of 10%
50. but a dividend of only 2%: although a high grade corporate bond might provide a capital
51. gain of only 2%but a dividend of 7%. By mixing up the investment vehicles in your
52. portfolio, you must can increase your chances of making money in these two ways.
Selon l’article, laquelle des descriptions suivantes est correcte?
What kind of article does Tina believe people are more likely to read?
Cet article a pour objectif de _____.