SERIES 2 EXAMINATION 2005

ENGLISH FOR BUSINESS

LEVEL 3

(Code No: 3041)

MONDAY 11 APRIL

________

Instructions to Candidates

(a) The time allowed for this examination is 3 hours.

(b) Answer all 4 questions.

(c) All questions carry equal marks.

(d) All answers must be clearly and correctly numbered but need not be in numerical order.

(e) While formal accuracy is expected, adequate and appropriate communication is essential and candidates must judge the length of their answers in this light.

(f) When you finish, check your work carefully.

(g) The use of standard English dictionaries and cordless non-programmable calculators is permitted. Candidates whose first language is not English may use a bilingual dictionary.

________

QUESTION 1

Situation

You are employed in the Sales Department of Combined Components, a specialist company that produces components for motorcycle manufacturers in many parts of the world. The Sales Manager, Mr Lionel Perez, has asked you to investigate a complaint he has just received from a manufacturer in the United Kingdom, Conqueror Cycles of Millennium Way, Coventry CV6 9PB.

Mr Perez shows you a letter from this company and says this to you:

“The Manager of Conqueror Cycles, Graham Williams, has written to us again. You might remember that last year this company claimed that they hadn't received a delivery from us when all our records indicated that we had sent it. Well, we gave them the benefit of the doubt then because we couldn't prove it either way. But now they are saying that they haven't received another order - they say it is their order number CC 445 / c / i dated 27 March. Would you investigate this, please?”

Mr Perez gives you a copy of the order but when you make investigations, you can find no record of the order ever being received. You can, however, see that a confirmation of the order was sent to Conqueror Cycles on 29 March - 2 days after they claim the order was sent. You realise that the order could have been received just as the new computerised record-keeping system was being installed.

You contact your Production Department who advise you that all the components required by Conqueror Cycles are currently in stock with the exception of the wheel trims (catalogue reference WT / 49 / 3 / i -c). These cannot be supplied for about three weeks.

You explain this to Mr Perez who says the following:

“Well, it looks as if the fault is ours this time, so could you please write to Graham Williams and apologise. I'm glad we can send him the order now - you'd better get this off to him by special delivery as quickly as possible. This is a very competitive market now and you can also let him have our latest catalogue and a leaflet about our new on-line ordering systems. You'd better try to reassure him that this won't happen again. You know, I'm still not sure about that order that was supposed to go astray last year, but this is a different matter and we should keep the two issues separate.”

Task

Write a letter to Mr Graham Williams at Conqueror Cycles as requested. You can assume that the company's headed notepaper will be used.

(25 marks)

QUESTION 2

Situation

You are employed as an administrative assistant by a medium-sized company, Hondswoods Products. The company provides a restaurant for its staff but there have been many complaints about the food and service of the restaurant in recent months.

The Company Manager, Ms Barbara Ksiazek, has asked you to investigate the possible cause of complaints, and produce a report on restaurant usage, and make any necessary recommendations on how improvements can be made. Ms Ksiazek advises you that the company does not have the budget to finance major developments but it would be prepared to pay for any small-scale improvements.

You carry out a survey of restaurant usage, speak to members of staff and interview the Restaurant Manager, Mr Herbert Hwenje. The results of your investigations appear in the boxes below.

Survey of restaurant usage over one week 28 March to 1 April.

60% of staff now use restaurant - survey in 2004 indicated 75% used it.

Those who used restaurant were asked their opinions on range of issues - percentage of responses given.

	Very good	Good	Acceptable	Poor
Quality of food	4%	37%	43%	16%
Variety of food	0%	10%	38%	52%
Quality of service	28%	24%	30%	18%
Speed of service	7%	15%	31%	47%

Heavy congestion at peak times - but most staff take breaks at same time (eg morning break 10.00, afternoon break 15.00). Two lunch sittings - but 75% of staff take first sitting (12.00 to 13.00) only 25% take second (13.00 to 14.00).

Interview with Restaurant Manager

Has only been in post for 3 months - is trying to introduce a greater range of food (now provides vegetarian and low-fat “healthy” options) - not always appreciated by staff who seem to go for more traditional dishes.

Employs 3 assistants - all have been employed for many years - little recent training - would enjoy learning about different methods of preparing foods.

Has requested new equipment - an updated microwave could speed up cooking process.

Comments from staff.

“I stopped using the restaurant some time ago and I now bring my own food and refreshments. The queues were just too long and too much time was wasted.”

“I must say things have improved recently, but the menu is not very imaginative. I'd like to see a wider variety of cold food, for example.”

“Service is slow and when queues build up the staff get a bit frustrated. And they are not always very polite.”

“To be fair, the staff do their best and are usually quite cheerful. I think they know that the range of food provided could be greater.”

QUESTION 2 CONTINUED

“OK, the restaurant isn't perfect, but most staff like to get out of the office or factory at lunchtimes or break times. Perhaps an area could be provided where staff can eat their own food - they would usually buy a drink so the restaurant will benefit.”

Ms Ksiazek has asked you to produce your report for the forthcoming Operations Committee to be held on 20 April. Members of this committee will expect the main issues to be identified rather than the production of statistics.

Task

Write the report as requested.

(25 marks)

QUESTION 3

Situation

You are employed in the Human Resources Department of a chain of shops selling compact discs (CDs) of all types of music. As the company has expanded, staff have been recruited to work in different sections and you are now about to train a group of recently appointed staff who are to work on the sales desks of the stores.

All new staff will be issued with a copy of the company's purchasing procedure. Your copy of this appears below with your notes on how this procedure is applied. You feel you must read this again carefully so you will be able to answer any of the new staff's questions.

Purchasing Procedure
Procedure	Notes
Greet customer Take CD case from customer Find the CD Place CD in case Scan the barcode into the till using scanner Press `enter' button on till Price will be displayed on till Make sure price displayed on till agrees with price on CD case If correct, ask customer for amount to be paid If customer pays in CASH, take money from customer, enter amount in till, press cash button; the cash drawer will open - the change to be given to customer appears on screen - give customer change If customer pays by CREDIT or DEBIT card, enter amount in till, press sale button, and `swipe' the card. The till will generate a slip which the customer must sign, Check signature on card and expiry date. If all is satisfactory, press credit / debit card button on till. The transaction is complete so give card and customer copy of slip to customer	Be polite - but don't take too much time! All CD boxes in shop are empty - for security purposes. The CDs are stacked on shelves behind the tills. Hold by the edge - don't leave any finger marks on surface of CD Occasionally customers change / remove price stickers on CDs. Always charge the price indicated on till. Allow customers to cancel purchase if not satisfied. Say this very clearly. Always hold on to cash given by customer until you have given change so there can be no doubt what money was tendered originally. To be safe say aloud how much the customer has given you and how much change you are giving. Be very careful. This is a major area of fraud. Make sure the signature on card and slip are identical. Be wary if customer asks for the return of the card before transaction is complete - he / she may wish to copy the signature. Any problems - take card to supervisor.

QUESTION 3 CONTINUED

If customer pays by CHEQUE ask for a guarantee card - cheque not acceptable without one. Ask customer to sign cheque, press cheque button on till. You will then be asked to place card and cheque in machine part of the till, and the card details will be printed on the cheque. Check the signatures on card and cheque agree and hand card back to customer. At the end of each transaction press “enter” on till and a receipt will be produced - now place cheques in back of till drawer. Ask customer if he / she wishes to have CD sealed. Place CD in a bag with receipt, give to customer, smile and say Thank You.

Again take care - make sure the customer signs the cheque while you look on (don't accept any with signatures already signed) Make sure receipt is clearly printed (ie till has not run out of paper or ink) If the CD is in a sealed bag the store will give a refund or exchange if it is returned, as long as receipt is produced. As you give the bag to customer, use the customer's name if you have found this out, eg “Thank you Mr Smith”.

Task

Using the information above, answer the following questions in your own words as far as possible to show your understanding of the purchasing procedure.

(a) Why should politeness be balanced with the time taken to greet a customer?

(2 marks)

(b) Why do you think that CDs are not kept in the CD cases on display in the shop?

(2 marks)

(c) What should a sales person do if the price displayed on the till does not agree with the price on the CD case?

(3 marks)

(d) Say, giving your reasons, which method of payment is likely to be the quickest and easiest from the sales staff's point of view.

(3 marks)

(e) What is the main difference in the operation of the till between a customer paying by cash and by cheque?

(3 marks)

(f) Why should you not place the cash given by the customer into the till before you have given change?

(3 marks)

(g) Why do you think sales staff should not return credit or debit card to a customer until he or she has signed the slip generated by the till?

(3 marks)

QUESTION 3 CONTINUED

(h) Why might a customer wish to return a CD in a sealed bag to obtain a refund?

(3 marks)

(i) Why do you feel customers might appreciate being addressed by name, and why might this be good for the store's business?

(3 marks)

(Total 25 marks)

QUESTION 4

Situation

You are employed in the Public Relations Department of a large company, Athena International. Staff have been asked to promote the company at every opportunity and many press releases have been sent to the local and national press. Whilst company managers are pleased by this, as favourable publicity can enhance the company's profile, they are concerned that few members of staff are familiar with the correct layout of the features of a press release.

You have been asked to seek advice on producing these documents so you can then advise the staff how best to produce them. Your notes of the results of your investigation are as follows.

From Interview with Athena International Company Secretary

Press releases welcomed - good publicity welcomed - but releases should be properly structured (NB: I have been asked to speak to editor of local newspapers about this - his interview notes appear elsewhere). Also any press releases should be vetted by our legal section - just in case something is said which shouldn't be! - so send them to legal section in good time.

From Interview with Public Relations Director

Said he would prefer if all press releases were sent out by his Department - but accepts company policy that anyone can send them out. However, must be properly laid out - should be on company headed paper - give date of document - also publication date (there might be an embargo on release). Should have interesting title - be concise - give contact name and details so newspapers can get more information if required.

From Interview with Editor of Local Paper.

Papers welcome press1 releases - can't publish them all - sometimes no room in paper - best stories will interest readers - not just give publicity. Should always send them to most suitable paper - purely local story won't interest national press etc - make it readable - not too technical - any photographs must be of good quality - information in logical order - emphasise highlights. Whatever anyone says - don't worry about headlines. Papers will produce their own - just give simple title.

You decide to send a memo to all Departmental Heads to give guidelines on how to produce a press release, but you also decide to produce a draft press release form containing the appropriate headings which staff could then complete when they wish to issue a press release.

Task

(a) Write the memo to all Departmental Heads.

(17 marks)

(b) Produce a draft press release form that staff could complete when a press release is to be issued.

(8 marks)

(Total 25 marks)

LONDON CHAMBER OF COMMERCE AND INDUSTRY EXAMINATIONS BOARD

SERIES 2 EXAMINATION 2005

ENGLISH FOR BUSINESS

LEVEL 3

MARKING SCHEME

_________________________________________________________________________________

DISTINCTION MARK 75%

CREDIT MARK 60%

PASS MARK 50%

TOTAL 100 MARKS

QUESTION 1 (25 marks)

5 marks: Business letter conventions used appropriately and consistently

• date (½)

• name, address of recipient (1)

• salutation and close in agreement (1)

• name and position of sender (1)

• letter heading and paragraphs used (1)

• indication of Enc (½)

5 marks: Mechanical accuracy

Punctuation

Grammar

Spelling

Syntax

Deduct ½ mark for each separate error.

5 marks: Range and fluency

A wide vocabulary is used and structures and forms are appropriate to this level

The text reads fluently and The style of language is appropriate for a letter which conveys an apology but also promotes the company. No irrelevant material is included (eg the first "lost" order).

Marks 0-5 depending on how far this is achieved.

10 marks: Content:

The following points should be mentioned correctly and appropriately:

• Thanks for letter (1)

• expression of regret (1)

• new computerised system being installed when order received (1)

• order possibly went astray (1)

• will never happen again (1)

• order now being sent by special delivery (1)

• except wheel trims WT / 49 / 3 / i - c (1)

• enclosing details of on-line system (1)

• latest catalogue (1)

• suitable close (1)

QUESTION 1 CONTINUED

A suitable answer would be as follows

11 April 2005 Mr Graham Williams Manager Conqueror Cycles Millenium Way Coventry CV6 9PB United Kingdom Dear Mr Williams Your order CC / 445 / c / i dated 27 March We have received your letter advising us that you have not received delivery of this order. We can understand your disappointment and we regret that it appears that our normal high standards of efficiency have slipped. In fact, your order was sent as we were installing our updated computerised record-keeping system and it appears that the order went astray during this process. I can assure you that our system is now working perfectly and there is no likelihood of any further mistakes being made with the recording of orders and delivery dates. I am pleased to say we are able to send your order immediately by special delivery apart from the wheel trims (catalogue number WT / 49 / 3 / i - c), which will be dispatched in about 3 weeks' time. You may also be interested in our new on-line ordering system which can speed up the ordering process considerably. I enclose full details of this system and also our latest catalogue which lists our range of products, including many new exciting developments to the product range. Once again, I must apologise for the difficulties you have encountered with this order but I am sure you will now find that we can provide all your component needs very quickly and efficiently. Yours sincerely (A Candidate) Sales Department Enc

QUESTION 2 (25 marks)

4 marks: Layout and presentation

• Ideas grouped into sections with suitable headings / subheadings

• ease of reference

• no irrelevant material

• consistency of language

3 marks: Mechanical accuracy

Grammar

Spelling

Punctuation

Syntax

Deduct ½ mark for each separate error.

3 marks: Range and fluency

• a wide vocabulary is used and text reads fluently

Marks awarded 0-3 depending on how successfully this is achieved.

12 marks: Content

The following points should be raised:

Restaurant usage; main issues concerning who uses restaurant and

when it is used (3 marks)

Staff opinion; full development of issues concerning:

variety of food

speed of service

quality of service

staff attitude (6 marks)

Restaurant Manager's views; main issues concerning experience of

staff, purchase of microwave, developments already implemented (3 marks)

3 marks Recommendations

Appropriate recommendations made; at least 3, probably concerning reduction in congestion, developing range of foods, staff training etc. Accept any other recommendations which follow logically.

QUESTION 2 CONTINUED

A suitable answer would be as follows.

To: Ms Barbara Ksiazek, Company Manager From: A Candidate Date: 11 April 2005 Report on the staff restaurant Introduction I have been asked to investigate the usage of the staff restaurant and staff opinions on the quality of food and the service provided. I carried out a survey of restaurant usage over the week 28 March to 1 April, surveyed the opinions of staff and interviewed Mr Herbert Hwenje, the Restaurant Manager. Restaurant usage 60% of staff now use the restaurant (it was 75% in 2004). The restaurant is heavily used during morning break times (10.00 and 15.00) and during the first sitting of lunch (12.00 to 13.00). At other times there was less heavy usage. Staff opinion Most staff found the quality of food on offer was good or acceptable. There was some disquiet over the variety of food. Over half the staff considered it `poor'. Suggestions were made about widening the range provided (eg including cold foods), although it was reported by the new Restaurant Manager that this range has been extended recently. Whilst most staff were satisfied with the quality of service and the restaurant staff attitude, there were strong feelings that the speed of service left much to be desired, with a build-up of queues at peak times. Views of the Restaurant Manager Mr Hwenje has only been in post for 3 months but he is trying to introduce changes particularly in the variety of food on offer. He reported that the 3 assistant staff have been in post for some time without receiving updated training. He is hopeful that the installation of new microwave equipment can speed up food preparation. Recommendations Congestion at certain peak times could be reduced if break times and meal times were more staggered. Mr Hwenje should be encouraged to continue to develop the range and variety of foods on offer. The company should consider offering further training to the staff to improve the variety of food and the speed of service. The improved microwave equipment should be installed as soon as possible to speed up food preparation.

QUESTION 3 (25 marks)

Candidates were not asked to write full sentences so any answers that are clear, concise and which give an appropriate response should be rewarded.

Some candidates might be familiar with the topic but those with no such knowledge should not be at a disadvantage. The questions allow the candidates to demonstrate their understanding of the content which should, as far as possible, be expressed in their own words.

Marks for content should be awarded as follows. Errors in mechanics should be penalised by ½ mark up to the maximum for each question, but this should not include penalties for sentence structure when sentences have not been used.

(a) important to please customers (1) but not to spend too much time - inefficient (1) (2 marks)

(b) CDs very small / portable (1) could easily be stolen (1) (2 marks)

(c) Charge price on till (1) but allow customer to cancel purchase (1) if not satisfied (1) (3 marks)

(d) Accept any form of payment if logically argued - award up to 3 marks for sensible

development of argument (3 marks)

(e) Cash - press enter - drawer open for accepting cash and giving change (1)

Cheque - press cheque button - put cheque in machine part of till (1)

place cheque in drawer after transaction finished (1) (3 marks)

(f) must hold on to cash (1) so it is always visible (1) so there is no confusion over how

much cash was tendered (1) (3 marks)

(g) signature on card and on slip should be the same (1) so if anyone has fraudulent

ownership of card (1) cannot copy the signature on the slip (1) (3 marks)

(h) changed mind for some reason (1) eg bought as a present and recipient does not

like it (1) or already had it (1) NB: accept any sensible reason (3 marks)

(i) customers feels valued / feels has been given a personal service (1) therefore

more likely to return to store (1) more sales / profits (1) (3 marks)

QUESTION 3 CONTINUED

Suitable answers would be as follows:

(a) Whilst it is important to satisfy the customer it is inefficient to spend too much time doing this.

(b) CDs are very small objects which could easily be stolen and removed from the shop.

(c) Sales staff should charge the price indicated on the till but should allow the customer to cancel the purchase if he or she is not happy with this.

(d) Payment by cash is the quickest and easiest form of payment as it does not involve any paperwork or checking of cards. It simply involves putting cash in a till and giving change.

(e) For each payment, the till drawer is opened by pressing the “enter” button. For cash payments, change is given and tendered cash placed in the till. A cheque is placed into the machine on the till, signed and then placed in the drawer after the transaction is complete.

(f) The sales assistant must hold on to the cash so it is always visible; there can then be no confusion over how much was tendered.

(g) The signatures on the card and on the slip must be identical so if anyone is not the real owner of the card he or she cannot simply copy the card signature on to the slip.

(h) The customer might change his or her mind for some reason. The CD might have been bought in error for someone else, or it was a duplicated present.

(i) The customer will feel valued by the personal service, so is more likely to return to the store. This leads to higher sales and greater profits.

QUESTION 4 (25 marks)

(a)

2 marks: Layout

• memo: to, from, date, subject heading

4 marks: Style and tone

• The style should be concise but it should be fully clear. The contradiction over a headline should be handled sensitively

3 marks: Mechanics

Grammar

Spelling

Punctuation

Deduct ½ mark for each separate error.

8 marks: Content

The following points should be mentioned appropriately and correctly to gain the marks

• reference to layout - sample form attached (1)

• good publicity welcomed (1)

• vetting by legal department to avoid problems (1)

• not all releases published - depends on what else is in news (1)

• should be sent to appropriate paper (1)

• should be clear and not too technical (1)

• can include good quality photographs (1)

• headline provided by paper (1)

(b)

2 marks: Layout

clearly laid out

items appropriately located

1 mark: Deduct ½ mark for any error in spelling or grammar in any subject heading

5 marks: Content

the following headings must be provided:

date of document (1)

publication date (1)

heading (1)

space for message (1)

contact details (1)

QUESTION 4 CONTINUED

A suitable answer would be as follows:

(a)

MEMORANDUM To: All Heads of Department From: A Candidate Date: 11 April 2005 Press Releases As you will be aware, Athena International is always delighted to receive good press publicity as this makes the public aware of the company and its products. We will always support staff who attempt to promote the company by issuing press releases to the local and national press and we would like to take this opportunity to offer advice on how to produce effective and successful press releases. It will be helpful if all departments use a standard layout and a press release form is attached, which can easily be completed. We do ask that all draft press releases are submitted to our Legal Department who will ensure that nothing in the release could cause any legal difficulties for the company. This department will endeavour to return the forms promptly but they should be sent to them a few days before they are due to be issued. A good press release is clear, concise, not too technical and written in an interesting style. Good quality photographs can accompany the release, which must be submitted to an appropriate paper (eg a story of purely local interest is not likely to appeal to the national press). You should give the press release a heading but do not spend too much time trying to invent a clever headline; the papers themselves prefer to do this. You should remember that not all press releases are published. This is often more of a reflection on the number of news stories available on a particular day, rather than the quality of the release. It is important that our company continues to maintain a good image so please continue to make use of press releases.

(b)

Company heading and logo Date:_________________________ Publication Date:_______________ HEADING Contact: name: telephone:

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