Test 1 | PART THREE Questions 13-18 josite page. © Read the article below about exporting and the Sse on I peau ay For each question 13-18, mark one letter (A, B, C or for the answer you choose. PROBLEMS FACING POTENTIAL EXPORTERS ey have not researched the target markets or fal, a firm must clearly define goals, objectives ¢ plan to accomplish its objective, regardless gh to possess a staff with considerable ‘Many firms fail because when they begin exporting the developed an international marketing plan. To be successfu and potential problems. Secondly, it us develop a definitive yblems involved. Unless the firm is fortunat a : . Sewn may not be able to take this crucial first step without qualified outside guidance, | Often top management is not committed enough to overcome the initial sinieulie eng oes requirements of exporting. It can often take more time and effort to establish a firm in ign market than in the domestic one. Although the early delays and costs involved in exporting may seem difficult to justify when compared to established domestic trade, the exporter should take a more objective view of this process and carefully monitor international marketing efforts through these early difficulties. If a good foundation is laid for export business, the benefits derived should eventually outweigh the investment, ‘Another problem area is in the selection of the foreign distributor. The complications involved in overseas communications and transportation require international distributors to act with greater independence than their domestic counterparts. Also, since a new exporter’s trademarks and reputation are usually unknown in the foreign market, foreign customers may buy on the strength of the distributing agent’s reputation. A firm should therefore conduct a thorough evaluation of the distributor’ facilities, the personnel handling its account, and the management methods employed. Another common difficulty for the new exporter is the neglect of the export market once the domestic one booms: too many companies only concentrate on exporting when there is a recession. Others may refuse to modify products to meet the regulations or cultural preferences of other countries. Local safety regulations cannot be ignored by exporters. If necessary modifications are not made at the factory the distributor must make them, usually at a greater cost and probably not as satisfactorily. It should also be noted that the resulting smaller profit margin makes the account less attractive, exporters expect distributing agents to actively promote their accounts, they must be trained, and their performance continually monitored. This requires a company marketing executive to be lovated Permanently in the distributor's geographical region. It is therefore advisable for new exporters to Concentrate their efforts in a few geographical areas until there is sufficient business to support « company representative, The distributor should also be treated on an equal basis with domestic Counsepar For example special discount offers, sales incentive programmes and special credit terms Considering a joint-venture or licensing agreement is another option for new exporters. However, ‘many companies still dismiss international marketing as unviable. ‘There are a number of reasons for13 4 15 7 18 Reading | i fret Paragraph, the writer suggests that firms thinking about exporting shoul A get professional advice. B__ study international marketing. C identify the most profitable markets. D__ have different objectives to other exporters. The writer believes that if sufficient preparation is undertaken initial difficulties can be easily avoided. the costs can be recovered quite quickly. management will become more committed. the exporter will be successful in the long term. vomDp An exporter should choose a distributor who A __ has experienced personnel. B has good communication skills. C __ is well-established in the target market. D not financially dependent on the import business. New exporters often make the mistake of ignoring the export market when distribution costs are too high. their product is selling well at home. there is a global economic recession. distributors cannot make safety modifications. com> For a distributor to be successful, the exporter must focus on one particular region. finance local advertising campaigns. give the same support as to domestic agents. make sure there are sufficient marketing staff locally. com> In the last paragraph, the writer states that some companies are reluctant to export because there is little demand for their products. the importation of certain goods is controlled. they do not have good marketing techniques. they are not able to compete with local businesses. vamp 23Test 1 PART FOUR Questions 19-33 e Read the article below about a successful printin: e Choose the best word to fill each gap, from A, B, For each question 19-33, mark one letter (A, B, C or D) There is an example at the beginning (0). g firm. . C or D on the opposite page. ) on your Answer Sheet. MULTICOPY PRINTING Martin Charlesworth pays a visit to discover the ©).. . of success at a busy printing firm. From designing and printing corporate brochures and business cards to photocopying students’ essays it’s all in a day's work for Multicopy Printing. The family-run firm is one of the most successful printing, copyshop and design offices in the region. Although it is a (19). a considerable (20). rapidly changing industry. small company, it thinks big. The company has made up in this “in high-tech machinery to (21)... The company’s success has recently enabled it to modernise and (22). premises. Multicopy’s Managing Director, Colin Marsh, says, ‘It was very (23)... .. before. We may get up to two tonnes of paper delivered a day and we were running out of space to (24)... .. it, Now, we're the only business in this area (25)... ... @ print service from start to finish all under one roof. A vast amount of work can be (26)... .. in a very short space of time.’ . up 22 years ago by Colin’s father, who was the area manager for a national (28 .. of printers before deciding to go into business on his own. In those days, it was mostly small printing (29). such as letter- heads and photocopying. The business grew rapidly in the mid-1980s with the (30)... . of new technology. Nowadays the core photocopying business is high- volume, sometimes up to 300,000 copies for one job, and it often needs to meet (31)... eset deadlines for commercial outlets. But despite Multicopy’s recent success, it has not forgotten its (32)... .., and part of the everyday (33)... still consists of doing small numbers of photocopies for members of the general public. The firm was (27).Reading Example: Akey Banswer Crecipe D secret apa 19 A relatively B roughly Cc wholly D nearly 20 A investment B expense C_cost D payment 21 A go B get C keep D bring 22 A boost B exceed ¢ continue D_ expand 23 A closed B crowded © occupied D filled 24 A reserve B collect © store D fetch 25 A lending B providing stocking D holding 26 A settled B built © constructed D completed 27 A taken B put c made D set 28 A branch B chain Cc system D series 29 A duties B_ actions C jobs D labours 30 A event B opening —C_ occasion D_ introduction 31 A narrow B_ sharp C tight D steep 32 A_ origins B reasons C bases D causes 33 A duty B_ routine C method D effortTest 1 PART FIVE Questions 34-45 job advertisement below. | Se ; eeee the lines 34-45, there is one extra word. It is ene Se Rowena: incorrect or does not fit in with the meaning of the text. Some lines, are correct. ine i i Sheet. ‘e Ifa line is correct, write CORRECT on your Answer Sean « If there is an extra word in the line, write the extra word in CAPITAL LETTE! your Answer Sheet. Examples: [0] [c] [o] [kr] [k] [e] [e] [7 00} | Tt! |o FOOD TECHNOLOGISTS REQUIRED 0 For all the diversity of the people who work at WP Foods, there is one 00 ‘single thing that unites to us all: a passion to create something special 34 and a determination to be the best in whatever we do. We've been Producing high-quality foods for over than a century, and we travel to the ends of all the earth to create the next generation of foods and drinks so 35 36 37 as to give delight our millions of customers. And thanks to our dedicated 38 staff, our much-loved brands just keep getting on better. We are now 38 seeking to appoint as innovators to manage a number of new teams in 40 the organisation. Applicants must have qualified a research degree in 41 Food Technology plus at least four years’ industrial experience. We 42 43 44 Those appointed will spend signifi oJ 26