LB170 نماذج ميدتيرم

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50647479 - ‫ ألخبار الجامعة واالجابة على االسئلة واالستفسارات‬- ‫مجموعة عبدهللا الظفيري‬
LB160 Professional Communication Skills for Business Studies

Mid-Term Assessment ( A )
Second Semester 2015-2016
Branch_______________(ANSWER KEY AND MG)
Tutor's Name: ______________________________
Section Number: ____________________________
EXAM COMPONENTS, GRADES AND TIME YOU ARE ADVISED TO SPEND ON

EACH SECTION:
SECTION MINUTES TOTAL POINTS EARNED POINTS*
PART I: DEFINITIONS 10 5
PART II: SHORT
ANSWER QUESTIONS 40 12
PART III: ESSAY
QUESTIONS 70 13
TOTAL 120 30
TUTOR REMARKS *
Tutor's comments: _____________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
* To be filled in by tutor.
1
PART I DEFINITIONS 5 Points
A. Briefly explain only 3 of the following terms: (3 points)
1. Problem: Describes a negative situation, which threatens or challenges an individual,

a group or an organization.
2. Organisation Is it like a story with a sequence of events happening one after another,
or is it a description with no time sequence.
3. Discuss: to present more than one side of an argument; give reasons for or against;
investigate and examine by argument
4. Explain: make something clear or give reasons for something.
5. Primary sources: are real world data. They include original documents, such as
figures, diaries, recordings of interview and responses to questions.
B. For each of the expressions below in the left column, circle the expression in the
right column that is similar in meaning. Then, fill in the blanks with the appropriate
expression from the left column. (2 points)
a. Renewed b. Exploitative c. International d. Development

Abusive
Working a. Management practices b. Publicity c. Vendor organisations d. Rate of pay
conditions
Consumer a. Working conditions b. Management practice c. Press release d.
boycott Shopper protest
Denounce a. Join b. See c. Criticise d. Call for
Despite this, the company came in for renewed criticism from development campaigners in
2002. The campaign group Africa Forum joined together with Unite, the international union of
textile workers, to publicise and denounce what they saw as ‘abusive working conditions - a
combination of long hours, low pay, health hazards and exploitative management practice-
among Gap’s suppliers in at least six countries. In a press release the campaigners called for a
consumer boycott during the run-up to Christmas 2002.
RB1, p.139, Extract D
2
PART II SHORT ANSWER QUESTIONS 12 Points
A. Below is an extract of a case study. Identify the 6 features of a case study that best describe
this extract. (3 points)
The Automobile Association (AA) was founded in 1905 by a group of motoring
enthusiasts. It was set up as a mutual association. This means that it was owned by its
members who had the right to elect the board of directors but did not receive any profits
from the organization. Its founders believed that by joining together as a group of
motorists they could obtain better motoring services than they would have as individuals.
At the time there were many mutual associations owned by their members. The best
examples were building societies.
By 1999 the AA has grown into a major organization. It held around half the motor
breakdown market, a market that was experiencing significant change. These changes
included the acquisition of Green Flag by Cendant, the entry of the insurance company
Direct Line into the market, and the RAC’s expected trade sale or flotation.
RB1, Extract 1.8, p.8
1. Content: Organisation
2. Organization: Story
3. Language: Formal/impersonal
4. Writer: Lecturer
5. Reader: Student
6. Purpose: Education/ Information
B. In note form, complete the flow diagram below to show how the problems are
related. Then, label the boxes with the letters C, E, E/C, depending on which
problem is a cause (C), which is an effect (E) and which is both cause and effect
(C/E). (4 points)
Duplex tyre factory
Duplex tyre factory has been unsuccessful in recruiting sufficient staff. Its existing
employees have therefore been expected to take on more work. Increased feelings of
exploitation have resulted in a noticeable drop in morale. Productivity per worker is
down, while levels of absenteeism are the highest in two years.
Explanations for recruitment problems include limited public transport links to the
factory, low hourly wages as compared with a competitor and a poor health and safety
record.
RB1, Text D, p. 115
Limited public
transport C
Productivity
down E
Recruitment Increased Staff feeling
C.
Low hourly Read the extract
difficultiescarefully
E/C and apply
Workload E/Cthe problem-solution
exploited E/C pattern
Dr of analysis to it.
wages C
3 Absenteeism up
Poor H & S E
record C
(5 points)
Electronics Industry Warns of Palladium Shortage
Warning was given yesterday of a severe shortage of palladium, a metal essential for some
components of portable electronic equipment such as mobile telephones and laptop computers,
as well as for catalytic converters that remove pollutants from car exhausts.
“Palladium use continues to grow very strongly but production lags behind. Soon after 2000 we
could be in a very difficult situation unless industrial users take heed now,’ said Mike Steel,
research director at Johnson Matthey, the world’s biggest platinum and palladium marketing
group. He said consumers had been relying on Russia’s palladium stocks to fill a substantial gap
between demand and supply. JM believes these stocks will run out soon after the end of the
century.
Mr. Steel said there had been a preview of potential trouble earlier this year when Russia, which
exports 70 per cent of the world’s palladium, stopped exporting the metal for six months. This
helped to drive the price to its highest level for eighteen years… Although it has fallen back
since Russian Exports restarted, the price remains roughly double its level at this time last year.
a) What is the starting situation?

Warning was given yesterday of a severe shortage palladium, a metal essential for some
components of portable electronic equipment such as mobile telephones and laptop computers,
as well as for catalytic converters that remove pollutants from car exhausts.
b) What is the problem?

Palladium use continues to grow very strongly but production lags behind.
c) What is the underlying cause of the problem?

Consumers had been relying on Russia’s palladium stocks to fill a substantial gap between
demand and supply, and these stocks used to fill a substantial gap between demand and supply
will run out soon after the end of the century.
d) What solution has been proposed?

Russia, which exports 70 per cent of the world’s palladium, stopped exporting the metal for six
months. This helped to drive the price to its highest level in eighteen years.
e) How successful is the solution?

Although it has fallen back since Russian Exports restarted, the price remains roughly double its
level at this time last year.
4
PA RT III ESSAY QUESTIONS 13 points
A. Carry out a SWOT analysis on the following business extract

1. Fill chart A to identify each of the factors (1 point)
2. Use the information in Chart A to write a 150-word essay (6 points)
GIORGIO ARMANI is already one of the most diversified brands in fashion. As well as haute
couture and everyday clothes, Mr. Armani and his firm create scent, cosmetics, spectacles,
watches and accessories. Customers can purchase Armani furniture, flowers, chocolate, sweets,
jam and even marmalade. There are Armani cafés and restaurants in Paris, New York, London
and other cities. An Armani night club recently opened in Milan. Now Giorgio is branching out
still further. On February 22nd his firm announced a $1 billion hotel venture with Dubai’s Emaar
properties, the Middle East’s largest property developers. Mr. Armani will be in charge of the
design for ten new hotels and four luxury resorts, to be built in the next six to eight years.
Armani’s is the boldest move so far by a luxury goods company into the hotel business. But it is
by no means the first. In September 2000, a hotel designed by Donatella Versace opened on
Australia’s Gold Coast. In February 2001, Bulgari, an Italian jeweler, confirmed a joint venture
with Ritz-Carlton to build six or seven hotels and one or two resorts. Salvatore Ferragamo, an
Italian shoemaker, has designed four hotels in Florence.
But in the first half of last year, both the fashion and travel industries were doing badly as travel
and luxury follow the same economic cycle. So does it make sense for designers of luxury goods
to go into the travel business? Armani and Bulgari would say yes. Mr. Armani considers hotels a
logical extension of his aim of promoting his brand in all walks of life. (So can Armani toilet
paper be far behind?) Rita Clifton, Chairman of the consultancy Interbrand, says that this
strategy can work. A strong product, strong images and a strong experience, such as staying at a
fashion designer’s hotel, can combine to make a super-strong brand, claims Ms. Clifton. To fit
the firm’s luxurious image, Bulgari says that its hotels must be as upmarket as it is possible to be.
Because small is considered more exclusive, Armani and Bulagri plan to launch mostly smallish
five-star hotels. Armani’s Dubai hotel will be an exception, however, with 250 rooms. Bulgari’s
Milan hotel will have no more than 60 rooms.
Losing control of their brand is the biggest risk for luxury firms expanding abroad or venturing
into a new line of business. Over the years, Pierre Cardin, Yves St Laurent and Christian Dior
have each lost their goods by giving out licenses all over the world to firms that did not deliver
the appropriate quality. Calvin Klein’s current problems are related to the company’s loss of
control of the distribution of its products in many countries.
But designers’ hotels can generate positive publicity. Even if Bulgari’s hotels turn out not to
make any money, the venture could be seen as an expensive yet effective advertising campaign.
Mr. Armani’s hotel plans are more ambitious and the danger of brand dilution much greater.
Armani says that the management company for its hotel venture will have its head office in
Milan rather than Dubai and that Mr. Armani will be fully in charge of design. So far Mr.
Armani has managed to control his brand tightly despite being involved in many different
businesses. Hotels, however, are a bigger challenge than flowers and marmalade.
Taken from: Trappe, T. & Tullis, G. (2005). Intelligent Business. England: Longman.
5
Chart A (1 points)
Strengths Weaknesses
 GIORGIO ARMANI is already one of the  In the first half of last year, both the fashion
most diversified brands in fashion. and travel industries were doing badly as travel
 Armani’s venture into the hotel design and luxury follow the same economic cycle.
business is the boldest move so far by a  Travel and luxury follow the same economic
luxury goods company into the hotel business. cycle.
Opportunities Threats
 Giorgio Armani is branching out still
further.
 It might be an opportunity for designers of  Losing control of their brand is the biggest risk
luxury goods to go into the travel for luxury firms expanding abroad or venturing
business. into a new line of business.
 Mr. Armani considers hotels a logical  Mr. Armani’s hotel plans are more ambitious
extension of his aim of promoting his and the danger of brand dilution much greater.
brand in all walks of life.
 A strong product, strong images and a
strong experience, such as staying at a
fashion designer’s hotel, can combine to
make a super-strong brand.
 Designers’ hotels can generate positive
publicity.
 The venture could be seen as an expensive
yet effective advertising campaign.
Content (4 points)
Language and Organization (2 points)
Organization: The essay should include:
 An introductory section with a thesis statement that clearly expresses the main idea and
tells the reader what to expect
 The Support should be developed in body paragraphs each of which states a clear idea in
the topic sentence and sufficiently supports it
 Use of relevant ideas/supporting sentences and vocabulary to support the thesis
statement
 Transition/linking words
 Concluding section that clearly restates the main idea and has a clear concluding/closing
signal
Language: the following linguistic elements should be observed:

 Sentence grammatical structure: [verb forms, tenses, s-v-agreement, etc.]
 Mechanics of writing: punctuation, spelling, and overall paragraph format/layout
6
‫مجموعة عبدهللا الظفيري ‪ -‬ألخبار الجامعة واالجابة على االسئلة واالستفسارات ‪50647479 -‬‬
‫‪7‬‬
B. Write a well organized essay of 150 words on ONE of the following topics. (6 points).
1. Carry out a STEP analysis on the extract about trainer companies.
While Nike, Adidas and Reebok all aim for athletic credibility, the design of their shoes must
incorporate the influences and styles of popular culture. They are also able to profit from
beneficial trade and tariff agreements, whenever they exist. The ‘messages’ they use to
communicate with various groups of consumers need to be tailored to suit the different market
sectors for which they manufacture shoes, while maintaining the integrity of their brand identity.
Sales of full-priced trainers have also been threatened by supermarket chains importing goods
from unauthorized suppliers and selling them at a big discount. Trainer manufacturers have also
responded to the growth in e-commerce- ales of training shoes via the internet. Nike sells shoes
via its own website, Nike.com, and also owns internet shoe retailer FogDog.

Content (4 points)
Sociological:
 While Nike, Adidas and Reebok all aim for athletic credibility, the design of their shoes
must incorporate the influences and styles of popular culture.
 The ‘messages’ they use to communicate with various groups of consumers need to be
tailored to suit the different market sectors for which they manufacture shoes, while
maintaining the integrity of their brand identity.
Technological:
 Trainer manufacturers have also responded to the growth in e-commerce- ales of training
shoes via the internet. Nike sells shoes via its own website, Nike.com, and also owns
internet shoe retailer FogDog.
Economic:
 The ‘messages’ they use to communicate with various groups of consumers need to be
 Sales of full-priced trainers have also been threatened by supermarket chains importing
goods from unauthorized suppliers and selling them at a big discount.
Political:
 They are also able to profit from beneficial trade and tariff agreements, whenever they
exist.
8

statement
signal
 Mechanics of writing: punctuation, spelling, and overall paragraph format/layout
OR
2. What is a problem? Write briefly explaining the relationship between problem and
perception. Give appropriate examples.
Content (4 points)
 A problem describes a negative situation – a situation which threatens or challenges an
individual, a group or an organization.
 Problems are a matter of perception.
 One person may perceive a situation as a problem while someone else may be quite satisfied
with the same situation.
 While the administrator in Scenario A is struggling to adapt to the increased pressures of her
new job, another person in a similar situation might thrive on the same challenges.
 While the newspaper journalist in Scenario B finds the noise levels of the open-plan
distracting to his work, someone else might consider the ‘buzz’ of this kind of environment
energizing and productive.
 While the middle manager in scenario C feels undervalued and demotivated, another person
could be happy with the routine familiarity of the same work and would not welcome the
increased responsibility that a promotion might bring.
 In scenario D, while the threat of redundancy is understandably a concern, particularly if
alternative employment opportunities are scarce, people who already had plans to leave, or
who were close to retirement, could consider the offer of redundancy pay a welcome bonus.

statement
signal

Mechanics of writing: punctuation, spelling, and overall paragraph format/layout
9
‫مجموعة عبدهللا الظفيري ‪ -‬ألخبار الجامعة واالجابة على االسئلة واالستفسارات ‪50647479 -‬‬
‫‪Good Luck‬‬
‫‪10‬‬
Mid-Term Assessment ( C )
FALL Semester 2016-2017
MAKE-UP MTA
Branch_______________(ANSWER KEY AND MG)
Tutor's Name: ______________________________
Section Number: ____________________________

EACH SECTION:
PART II: SHORT
ANSWER QUESTIONS 40 12
PART III: ESSAY
QUESTIONS 70 13
TOTAL 120 30
TUTOR REMARKS *
Tutor's comments: _____________________________________________
_________________________________________________________________________________________
_________________________________________________________________________________________
* To be filled in by tutor.
1
PART I DEFINITIONS 5 Points
A. Briefly explain the following terms: (3 points)
1. Stakeholders with high interest: are those who will be most affected by the actions
that the organization does.
2. Arguments: are made up of two main elements: claims and basis.
3. Economic factors: include the impact of banks, stock market, the world money
markets, and trading blocs such as the European Union.
B. Match the instruction words with their correct definition. (2 points)
Analyse __b____ a. Look for similarities between the items under discussion.
Compare ___a___ b. Take apart an idea, a concept or a statement in order to consider all
factors it consists of. It should be very methodically and logically
organised.
Contrast ____d__ c. Write about the main points of information available on a subject
and not the details.
Summarise ___c___ d. Look for differences between the items under discussion.
Define ___g___ e. Weigh up the arguments surrounding an issue, using your own
opinions and, more importantly, reference to the work of other
people.
Describe ___h___ f. Give reasons for or against; investigate and examine by argument.
Discuss ___f___ g. State precisely what is meant by a particular issue, theory, or
concept.
Evaluate ___e___ h. Give a detailed account of.
(TB2, p.16)
PART II SHORT ANSWER QUESTIONS 12 Points
The Automobile Association was inundated yesterday with callers wanting to join as it
emerged that the motoring organization is considering a building society-style
demutualization that could produce windfall payouts of up to $350 for millions of
members.
The rush to join the AA came amid speculation that car group Ford might be ready to
offer $1.5 bn for the organization. At the same time the AA’s Basingstoke head office
confirmed that it now has ‘an open mind’ about its future structure. Less than a year ago
the AA insisted ‘mutuality is for us’.
2
1. Content: Industry
2. Organisation: Story
3. Language: Informal/Personal
4. Writer: Journalist
5. Reader: Public
6. Purpose: Information/Entertainment
B. Below there are 8 word groups and 8 extracts from case studies. For each extract Match
the word group that summarizes it. (4 points)
1. Use of internet to obtain best A…the increasingly likely prospect of a war with Iraq could cause oil prices to
fares ____B____ spike, further undermining the shaky health of many US airlines and leading to
the possibility that other carriers could go bust.
B. At the same time, the internet has made it much easier for both business and
2. Levels of debt _____C____ leisure travelers to compare prices and tinker with itineraries in order to save
money.
3. Lender ____D___ C. The amount of money a person borrows.
4. Use of e-tickets ____E___ D. A company that lets people borrow money for a charge.
5. Threat of terrorism _G___ E. Other airlines have begun to charge an additional fee of up to 25 $ if
passengers insist on using paper tickets instead of electronic ones.
6. Willingness to use low-cost F. Since the government deregulated the industry in 1978, it has faced two
flights _____H____ serious recessions in the early 1980s and 1990s.
7. Government deregulation G. The combination of the fear created by September 2001 terrorist attacks…
_____F__ makes this downturn different, say analysts.
H. The traditional carriers in the US were facing fierce competition from cut-
8. Potential rise in oil prices price operators such as Southwest Airlines and 3 years old upstart JET blue.
____A__ Most have acknowledged that they will have to slash costs if they are to
survive.
3
C. In note form, complete the flow diagram below to show how the problems are related. Then,
label the boxes with the letters C, E, E/C, depending on which problem is a cause (C), which is
an effect (E) and which is both cause and effect (C/E). (4 points)
Duplex tyre factory
Duplex tyre factory has been unsuccessful in recruiting sufficient staff. Its existing
employees have therefore been expected to take on more work. Increased feelings of
exploitation have resulted in a noticeable drop in morale. Productivity per worker is
down, while levels of absenteeism are the highest in two years.
Explanations for recruitment problems include limited public transport links to the
factory, low hourly wages as compared with a competitor and a poor health and safety
record.
TB1, Text D, p. 115
Limited public
transport C
Productivity
Drop in m down E
Low hourly Recruitment Increased Staff feeling

wages C difficulties E/C Workload E/C exploited E/C
Absenteeism up
E
Poor H&S
record C
PART III ESSAY QUESTIONS 13 points
- Answer ALL the following questions:-
A. Carry out a SWOT analysis on the following business extract: -

1. Fill chart A to identify each of the factors. (1 point)
2. Use the information in Chart A to write a 150-word essay . (6 points)
Putting the fizz back into Coke
4
Marketing chiefs at Coca-Cola’s head office in Atlanta are said to be working on a vanilla-flavoured version of
its core soft drink, described as the biggest innovation in 20 years for the world-recognised brand. The
development is one of several strategies designed to put some fizz back into Coke. With consumers becoming
more health conscious, both Coca-Cola and Pepsi-Co – who dominate the cola market worldwide – have seen
steadily falling sales of their best-known products since the 1980s. The diet version of both brands improved
sales but not by enough to make up the deficit. Uncertainties surrounding its internal restructuring caused
Coca-Cola a further setback over the last two years. During this period it lost 0.4% of its US market share,
which fell to 43.7%, whilst Pepsi-Co’s market share increased by 0.2 to 31.6%.
Sweet fizzy drinks such as cola are losing sales to plain bottled water, an area which both Coca-Cola and
Pepsi-Co have been moving into in recent years. But Pepsi has moved more quickly. It was faster to spot the
growth area than its competitor and is ranked number two in the US bottled water market after Perrier. Coke
lies third.
Yet Coca-Cola’s fortunes are starting to show small signs of improvement. The company was encouraged by its
sponsorship of the Winter Olympics, an event that gained wide publicity in the USA. Its marketing chiefs speak
of the possibility of a similar sponsorship deal within the next two years. Coca-Cola’s shares are currently
worth half their 1998 price but renewed confidence in the company is reflected in a gradual increase in their
value since the beginning of the year.
(Source: based on The Guardian, 2 April 2002, from Cobuild Business Vocabulary in Practice, 2005, p. 209, London, HarperCollins)
RB1, Text 4.2, p.55
Chart A (1 points)
• world recognized brand • Uncertainties from internal restructuring
• sponsorship of winter Olympics • Share price has halved since 1998
• largest market share at 43.7%
• Development and improved sales of
diet product
• Renewed confidence in Coca-Cola
• Vanilla flavored drink- biggest • More health conscious customers-
innovation in 20 years? decrease in sales
• Move into the bottled water market • Slight decrease in market share for Coke
• Possibilities of further world • Development by Pepsi of diet product
sponsorship opportunities • Increase in market share by Pepsi
• Increase in popularity of bottled water
• Pepsi number 2 in bottled water market
Content (4 points)
• An introductory section with a thesis statement that clearly expresses the main idea and
• The Support should be developed in body paragraphs each of which states a clear idea in
5
• Use of relevant ideas/supporting sentences and vocabulary to support the thesis
statement
• Transition/linking words
• Concluding section that clearly restates the main idea and has a clear concluding/closing
signal

• Sentence grammatical structure: [verb forms, tenses, s-v-agreement, etc.]
• Mechanics of writing: punctuation, spelling, and overall paragraph format/layout
Content (4 points)
statement
signal

B. Write a well organized essay of 150 words on the following topic: - (6 points)
Describe the 4 steps of the process of essay writing.

Answer Key:
Content
• Step 1: analyzing the essay title by identifying and focusing on the instructions and 4 points
key concepts.
• Step 2: pre-reading activities:
1. Be clear about output you want from reading the text
2. look quickly through the text to see what it is generally about (good places to look
are; title, introduction, beginning sentences of each paragraph, final paragraph)
Draw a mind map of some of the knowledge you already have about the content
3. Think of a question that the text will answer for you before you read it.
• Step 3: During reading activities
1. Keep asking more questions during reading
2. Read the text carefully, trying to note how it is organized
3. Underline high levels in the text
4. Write notes on the text
6
• Step 4: outlining the essay and then writing the first draft. The writer decides also
on the position to be taken regarding the topic. Taking a position means the writer
will eventually decide on and express his own viewpoint on the topic.
Organization: The essay should include: 1 points
• An introductory section with a thesis statement that clearly expresses the main idea
and tells the reader what to expect
• The Support should be developed in body paragraphs each of which states a clear idea
in the topic sentence and sufficiently supports it
statement
• Concluding section that clearly restates the main idea and has a clear
concluding/closing signal
Language: the following linguistic elements should be observed: 1 points
Good Luck
7
Mid-Term Assessment
First Semester 2012-2013
ANSWER KEY AND MARKING GUIDE
Student's Full Name: _____________________________________
Student's ID: __________________________
Tutor's Name: __________________________________________
Section Number: ______________________________

EACH SECTION:
PART II: SHORT 40 12
ANSWER QUESTIONS
PART III: ESSAY 70 13
QUESTIONS
TOTAL 120 30
TUTOR REMARKS *
Tutor's comments: _____________________________________________
____________________________________________________________________________________
_______________________________________________________________________________________
* To be filled by tutor.
PART I DEFINITIONS
1
A. Briefly explain only 3 of the following terms: (3 points)
1. High level information: Information about the general situation.
2. Writer: is one of the features of a case study which answers the question if it is a
business studies lecturer or a journalist?
3. Explain: make something clear or give reasons for something.
4. Compare: To look at the similarities between two things. For example, a comparison
of the sales growth or the management policies of two companies.
5. Essay: Is a particular type of text written by students as a way of learning or for

assessment purposes.
B. For each of the expressions below in the left column, circle the expression in the
right column that is similar in meaning. Then, fill in the blanks with the appropriate
Abusive a. Renewed b. Exploitative c. International d.

Development
Working a. Management practices b. Publicity c. Vendor organisations d.
conditions Rate of pay
Consumer a. Working conditions b. Management practice c.
boycott Press release d. Shopper protest
Denounce a. Join b. See c. Criticise d. Call
for
Despite this, the company came in for renewed criticism from development campaigners in
2002. The campaign group Africa Forum joined together with Unite, the international union of
textile workers, to publicise and denounce what they saw as ‘abusive working conditions - a
combination of long hours, low pay, health hazards and exploitative management practice-
among Gap’s suppliers in at least six countries. In a press release the campaigners called for a
consumer boycott during the run-up to Christmas 2002.
RB1, p.139, Extract D
PART II SHORT ANSWER QUESTIONS
Handy Snack (Distributing) Co. is a food and drink distribution company with more than
1500 employees and gross annual sales in excess of $52 million. The company purchases
snack foods (peanuts, crisps, etc.) as well as bottled and tinned drinks (ranging from fruit
juices to exotic alcoholic drinks), and distributes them to independent retailers throughout
2
the UK and Ireland. Competition in the industry is intense and competitors (like Sunflower
Incorporated) are continually updating product lines in a bid to gain market share.
1. Content: organisation
2. Organisation: description
3. Language: Formal/impersonal
4. Writer: Lecturer
5. Reader: Student
6. Purpose: Education
B. From the below essay introduction, write down in the blank column words which
contribute to a good introduction. (4 points)
Explain why Nike is the biggest training shoe company in the world.
For Nike to compete with other brands of training shoe it has developed a marketing
strategy brand highly desirable. The technique of communicating an ‘image’ is paramount
in promoting the symbolic status of the goods it is selling. The marketing of the Nike brand
draws upon an emotional appeal for the product that indicates individual success, personal
achievement and self-fulfillment. The use of the famous ‘Just do it’ advertisement slogan
epitomizes this marketing technique by initiating, in a vague manner, that with Nike shoes
on your feet, anything is possible. Nike’s advertising companies seek to ‘shift the selling
point away from the product itself and into a world of their own making’.
RB2, Extract 1.3, p. 5
Words that contribute to a Examples
good introduction
Words which link back to the Nike, training shoe,
title
Words which identify the key Communicating an image

concepts in the essay
Words which state the central Nike’s advertising companies seek to ‘shift the selling
argument of the essay point away from the product itself and into a world of
their own making.
Words which say how the None
essay will be organized
C. Read the extract carefully and apply the problem-solution pattern of analysis to it. (5
points)
Extract A
Recognising the importance of the supply chain
3
In many respects, Gap’s long term success depends upon its supply chain. However, as
the case study points out, Gap clothing was produced in three thousand factories in over
fifty countries in 2002. For a multinational corporation such as Gap, the selection process
is perhaps manageable but with so many factories to oversee, the monitoring process
would require an army of vendor compliance officers. Reducing the number of suppliers
that the company uses might overcome this problem (see Toyota case study, Study Guide,
Module 3) but a better way would be to try to integrate external suppliers into the Gap
‘system’. Obviously, when one part of the system fails, it has adverse effects on other
parts so it is in Gap’s interest to integrate external vendors into its own system of
production, distribution, standards and ethics. In this sense, the supply chain is not just
about what Gap does but also about the way that it does it.
B 1, p. 173
a) What is the starting situation?
Gap clothing was produced in three thousand factories in over fifty countries in 2002
b) What is the problem?
Gap has found it difficult to manage the vendors successfully
c) What solution has been proposed?
2 solutions are suggested: 1. Reducing the number of suppliers that the company uses might
overcome this problem 2.but a better way would be to try to integrate external suppliers into the
Gap ‘system’
d) What is the evaluation of the solution?

Trying to integrate external suppliers into the Gap ‘system’ is better than reducing the number of
suppliers.
e) What is the justification of the solution?

when one part of the system fails, it has adverse effects on other parts so it is in Gap’s interest to
integrate external vendors into its own system of production, distribution, standards and ethics. In this
sense, the supply chain is not just about what Gap does but also about the way that it does it.
PART III ESSAY QUESTIONS

A. Carry out a SWOT analysis on the following business extract
1. Fill chart A to identify each of the factors (2 points)
2. Use the information in Chart A to write a 150 word essay (5 points)
Gap, the Californian-based fashion chain which started as a single shop in 1969, is by all accounts
a retail phenomenon. Trading under the three labels Gap, Old Navy and Banana Republic, its
worldwide estate extends to 3,157 stores. With 130 stores, Britain is its largest international
market, well ahead of Japan, Canada and France. About 153,000 people work for the company
worldwide.
4
But after a long decline, the future of the American fashion chain is in doubt as its founders
consider a sale or a break-up of the retail empire. The company has been suffering falling sales
ever since 2004. Gap has admitted a ‘disappointing customer response’ to its products over the
last few years. Its shares are less than half the level of their peak in 2000. Such results contrast
sharply with the growing popularity and success of lower-priced high street fashion chains with
which it is unable to compete.
Some people suggest that Gap started to lose its sharp sense of customers’ tastes especially when
long-serving chief executive Mickey Drexler left in 2002. He was replaced by a former Disney’s
theme parks, Paul Pressler whose background is in marketing rather than fashion. Retail analyst
David Stoddard argues that ‘if you look at {Gap’s} advertising and marketing, the strong message
you get is that it doesn’t know what it is or who we are’
In its aggressive bid to restore credibility and a once – greatly-coveted market share, Gap in the
US is now focusing on its traditional strengths- jeans, T-shirts, hooded sweatshirts and khakis-to
win back customers. It is also improving the quality of its fabrics. Gap which once was at the
centre of sweat labor claims is now greatly admired for its supply-chain management. It is also
part of the charitable Red initiative with 50 percent of profits on certain items going to
organizations fighting Aids in Africa. But this may be too little, too late.
(Resource book 1 pp. 58, 59)
Chart A (2 points)
ý Gap is by all accounts a retail ý the future of the American
phenomenon fashion chain is in doubt as its
ý traditional strengths- jeans, T-shirts, founders consider a sale or a
hooded sweatshirts and khakis break-up of the retail empire
ý Gap is now greatly admired for its ý The company has been suffering
supply-chain management falling sales ever since 2004
ý It is part of the charitable Red initiative ý Its shares are less than half the
with 50 percent of profits on certain level of their peak in 2000
items going to organizations fighting ý Gap started to lose its sharp
Aids in Africa sense of customers’ tastes
ý Gap … once was at the centre of
sweat labor claims
ý … its aggressive bid to restore ý The growing popularity and
credibility& market share success of lower-priced high
ý Gap is improving the quality of its street fashion chains with which
fabrics Gap is unable to compete.
ý Gap is now greatly admired for its
supply-chain management
Content (3 points)
5
• Use of relevant ideas/supporting sentences and vocabulary to support the thesis statement
signal

B. Write a well organized essay of 150 words on ONE of the following topics. (5 points). Fill
chart B before you write the introduction (1 point)
Chart B (1 point)
Words that contribute to a good introduction Examples
Words which link back to the title
Words which identify the key concepts in the
essay
Words which state the central argument of the
essay
Words which say how the essay will be
organized
1. Carry out a STEP analysis on the extract about trainer companies.

While Nike, Adidas and Reebok all aim for athletic credibility, the design of their
shoes must incorporate the influences and styles of popular culture. They are also able
to profit from beneficial trade and tariff agreements, whenever they exist. The
‘messages’ they use to communicate with various groups of consumers need to be
maintaining the integrity of their brand identity. Sales of full-priced trainers have also
been threatened by supermarket chains importing goods from unauthorized suppliers
and selling them at a big discount. Trainer manufacturers have also responded to the
growth in e-commerce- ales of training shoes via the internet. Nike sells shoes via its
own website, Nike.com, and also owns internet shoe retailer FogDog.
Content (3 points)
Sociological:
Ø While Nike, Adidas and Reebok all aim for athletic credibility, the design of their shoes
must incorporate the influences and styles of popular culture.
6
Ø The ‘messages’ they use to communicate with various groups of consumers need to be
Technological:
Ø Trainer manufacturers have also responded to the growth in e-commerce- ales of training
shoes via the internet. Nike sells shoes via its own website, Nike.com, and also owns
internet shoe retailer FogDog.
Economic:
Ø The ‘messages’ they use to communicate with various groups of consumers need to be
Ø Sales of full-priced trainers have also been threatened by supermarket chains importing
goods from unauthorized suppliers and selling them at a big discount.
Political:
Ø They are also able to profit from beneficial trade and tariff agreements, whenever they
exist.
signal
OR
1. What is a problem? Write briefly explaining the relationship between problem and
perception. Give appropriate examples.
Content (3 points)
• A problem describes a negative situation – a situation which threatens or challenges an
individual, a group or an organization.
• Problems are a matter of perception.
• One person may perceive a situation as a problem while someone else may be quite satisfied
with the same situation.
• While the administrator in Scenario A is struggling to adapt to the increased pressures of her
new job, another person in a similar situation might thrive on the same challenges.
7
• While the newspaper journalist in Scenario B finds the noise levels of the open-plan distracting
to his work, someone else might consider the ‘buzz’ of this kind of environment energizing
and productive.
• While the middle manager in scenario C feels undervalued and demotivated, another person
could be happy with the routine familiarity of the same work and would not welcome the
increased responsibility that a promotion might bring.
• In scenario D, while the threat of redundancy is understandably a concern, particularly if
alternative employment opportunities are scarce, people who already had plans to leave, or
who were close to retirement, could consider the offer of redundancy pay a welcome bonus.

signal

Mechanics of writing: punctuation, spelling, and overall paragraph format/layout
8
Mid-Term Assessment
Second Semester 2013-2014
Make-up- Answer Key
Student's Full Name: _____________________________________
Student's ID: __________________________
Tutor's Name: __________________________________________
Section Number: ______________________________

EACH SECTION:
PART II: SHORT 40 12
ANSWER QUESTIONS
PART III: ESSAY 70 13
QUESTIONS
TOTAL 120 30
TUTOR REMARKS *
Tutor's comments: _________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
* To be filled by tutor.
1 | P a g e

PART I DEFINITIONS
Match each of the expressions below in the left column to the expression in the right
column that is similar in meaning. Then, fill in the blanks with the appropriate
a. labour 1.b manufacture

b. outsource 2.d strategy
c. advertising 3.a intensive
d. marketing 4. e story
e. success 5.c slogan
(a) One of the key factors that have contributed to the Nike success story is how the company
markets, designs and sells its product.
(b) A successful marketing strategy is key to giving the brand a high profile, as ‘sales are in
effect determined by the way in which training shoes are marketed to the consumer’ (Sturges,
2000, p.32).
(c) ‘Just do it’, which is ‘now acknowledged to be one of the best known advertising slogan of
the twentieth century’ (Sturges, 2000, p.33), is said to have inspired people to make radical
decisions.
(d) The process itself is very labour intensive due to the large number of individual parts
involved and the relatively handmade nature of trainers.
(e) For Nike it still makes financial sense to outsource manufacture to these companies rather
than setting up its own production plants in America with its higher wages, shorter hours and
trade unions.
B2, p.29-30
PART II SHORT ANSWER QUESTIONS

A. Below is an extract of an assignment. Identify the 6 features that best describe this extract.
(2.5 points)
This questions draws on the stakeholder model which is explained in brief in Chapter 2 of the
Reader and on page 13 of the Study Guide (and used to analyse the political environment in
Chapter 18, pp.184-7). In this question you are asked to apply the model to the case material
from ‘The Automobile Association and the question of demutalisation’ to produce an analysis of
the external and internal environmental influences on the AA. You may also find it helpful to
refer to some of the other models referred to in the remainder of Reader Chapter 2 and Section 2
of the Study Guide in producing your final analysis.
You should write your answer in the form of an essay. Do not forget to reference the course
material you have studied.
2 | P a g e

1. Content: assignment
2. Organisation: description/ explanation (0.5 points)
3. Language: a. Formal (0.5 points) b. impersonal (0.5 points)
4. Writer: Lecturer (0.5 points)
5. Reader: Student (0.5 points)
6. Purpose: Education (0.5 points)
B. From the below essay introduction, write down in the blank column words which
contribute to a good introduction. (4 points)
Explain why Nike is the biggest training shoe company in the world.
For Nike to compete with other brands of training shoe it has developed a marketing
strategy brand to make the Nike brand highly desirable. The technique of
‘communicating an image’ is paramount in promoting the symbolic status of the goods it
is selling. The marketing of the Nike brand draws upon an emotional appeal for the
product that indicates individual success, personal achievement and self-fulfillment. The
use of the famous ‘Just do it’ advertisement slogan epitomizes this marketing technique
by initiating, in a vague manner, that with Nike shoes on your feet, anything is possible.
Nike’s advertising campaigns seek to ‘shift the selling point away from the product itself
and into a world of their own making’.
RB2, Extract 1.3, p. 5
Words that contribute to a Examples

good introduction
Words which link back to the Nike, training shoe, the Nike brand highly desirable
title
Words which identify the key Communicating an image

concepts in the essay
Words which state the central Nike’s advertising campaigns seek to ‘shift the selling
argument of the essay point away from the product itself and into a world of
their own making.
Words which say how the None
essay will be organized
C. Read the extract and fill out the flow diagram of causes and effects, also labeling
each box with C, E, or E/C. (5 points)
3 | P a g e

It's not easy taking control of a company in the midst of an industry decline, but that's
exactly what Peter Voser did a month ago at Royal Dutch Shell. And now the pressure is
on for him to expand his cost-cutting drive, after the oil major announced a 70% drop in
second-quarter profits on Thursday. Shell is one month into Voser's program, called
"Transition 2009," and has already laid off 20% of senior management positions to
reduce costs. Shares of Royal Dutch Shell have ticked up 0.1%, or 3 cents, recently,
during morning trading in London. Shell’s second-quarter earnings had fallen 70% to
$2.3 billion, mostly due to the drop in oil prices over the year, down some 50%, but Shell
was also hurt by weak natural gas prices, weak refining margins and militant attacks on
its operations in Nigeria.
a) C (0.25
points)
b) C (0.25 g) E (0.25
points) e) C/E (0.25 f) C/E (0.25 points)
points) points)
c) C (0.25 h) E (0.25
points) points)
d) C (0.25
points)
a) _______________ drop in oil prices (0.5 points)

b) __________ weak natural gas prices (0.5 points)
c) __________ weak refining margins_ (0.5 points)
d) ____ militant attacks on its operations in Nigeria (0.5 points)
e) Shell’s second-quarter earnings had fallen 70% _ (0.5 points)
f) Cost-cutting program, “Transition 2009”
g) laid off 20% of senior management positions to reduce costs(0.5 points)
h) Shares of Royal Dutch Shell have ticked up 0.1%, or 3 cents, recently, during morning
trading in London
PART III ESSAY QUESTIONS
A. Carry out a SWOT analysis on the following business extract.

1. Fill chart A to identify 2strengths, 2weaknesses, 2opportunities, and 2threats. (1 point)
2. Use the information in Chart A to write a 150 word essay. (6 points)
4 | P a g e

Putting the fizz back into Coke
Marketing chiefs at Coca-Cola’s head office in Atlanta are said to be working on a vanilla-
flavoured version of its core soft drink, described as the biggest innovation in 20 years for the
world-recognised brand. The development is one of several strategies designed to put some fizz
back into Coke. With consumers becoming more health conscious, both Coca-Cola and Pepsi-
Co – who dominate the cola market worldwide – have seen steadily falling sales of their best-
known products since the 1980s. The diet version of both brands improved sales but not by
enough to make up the deficit. Uncertainties surrounding its internal restructuring caused Coca-
Cola a further setback over the last two years. During this period it lost 0.4% of its US market
share, which fell to 43.7%, whilst Pepsi-Co’s market share increased by 0.2 to 31.6%.
Sweet fizzy drinks such as cola are losing sales to plain bottled water, an area which both Coca-
Cola and Pepsi-Co have been moving into in recent years. But Pepsi has moved more quickly. It
was faster to spot the growth area than its competitor and is ranked number two in the US
bottled water market after Perrier. Coke lies third.
Yet Coca-Cola’s fortunes are starting to show small signs of improvement. The company was
encouraged by its sponsorship of the Winter Olympics, an event that gained wide publicity in the
USA. Its marketing chiefs speak of the possibility of a similar sponsorship deal within the next
two years. Coca-Cola’s shares are currently worth half their 1998 price but renewed confidence
in the company is reflected in a gradual increase in their value since the beginning of the year.
(Source: based on The Guardian, 2 April 2002, from Cobuild Business Vocabulary in Practice, 2005, p. 209, London, HarperCollins)
RB1, Text 4.2, p.55
Chart A (1point)
• world recognized brand • Uncertainties from internal restructuring
• sponsorship of winter Olympics • Share price has halved since 1998
• largest market share at 43.7%
• Development and improved sales of
diet product
• Renewed confidence in Coca-Cola
• Vanilla flavored drink- biggest • More health conscious customers-
innovation in 20 years? decrease in sales
• Move into the bottled water market • Slight decrease in market share for Coke
• Possibilities of further world • Development by Pepsi of diet product
sponsorship opportunities • Increase in market share by Pepsi
5 | P a g e

• Increase in popularity of bottled water
• Pepsi number 2 in bottled water market
Content (3 points)
statement
signal

B. Write a well-organized essay of 150 words on ONE of the following topics. (6

points).
1. The stakeholder analysis is one of several concepts used to frame a case study.
Explain the stakeholder analysis, its 2 key concepts, and its four categories.
Answer Key:
Content (4 points)
• The analysis of stakeholders involves identifying who they are and considering their power and
interest (The 2 key concepts) with regard to the organization.
• Stake holders with high power and high interest: are key players in the organization and are
involved in managing the organization and its future like the management team. (1point)
• Stake holders with high power and low interest: are those who must be kept satisfied such as
institutional stakeholders who will remain compliant while they receive acceptable returns on
their investments and are pleased with the organization’s management and activities. (1 point)
• Stake holders with low power and high interest are those who are able to exert relatively little
power in influencing the organization and its actions. However, they have high interest and will
voice their concerns if that interest is not being considered such as employees. (1 point)
6 | P a g e

• Stake holders with low power and low interest are those whom the organization needs to invest
minimal effort in like nonmembers. (1 point)
statement
signal

OR
2. Explain the five steps of the problem-solution pattern.
Content (4 points)
The five step problem- solution pattern should be explained as follows:
1. Situation: What is a situation? What is this text about?
2. Problem: What is the problem?
3. Cause: What caused it?
4. Solution: What solution has been proposed?
5. Evaluation: How successful is the solution?

statement
7 | P a g e

signal

8 | P a g e

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T

LB160 Professional Communication Skills for Business Studies

Tutor's Name: ______________________________

Section Number: ____________________________

EXAM COMPONENTS, GRADES AND TIME YOU ARE ADVISED TO SPEND ON

SECTION MINUTES TOTAL POINTS EARNED POINTS*

PART I DEFINITIONS 5 Points

A. Briefly explain only 3 of the following terms: (3 points)

1. Problem: Describes a negative situation, which threatens or challenges an individual,

a. Renewed b. Exploitative c. International d. Development

Denounce a. Join b. See c. Criticise d. Call for

PART II SHORT ANSWER QUESTIONS 12 Points

Duplex tyre factory

a) What is the starting situation?

b) What is the problem?

c) What is the underlying cause of the problem?

d) What solution has been proposed?

e) How successful is the solution?

PA RT III ESSAY QUESTIONS 13 points

A. Carry out a SWOT analysis on the following business extract

Language: the following linguistic elements should be observed:

1. Carry out a STEP analysis on the extract about trainer companies.

RB1, Extract 2.1, p.26

 Use of relevant ideas/supporting sentences and vocabulary to support the thesis

Language and Organization (2 points)

Language: the following linguistic elements should be observed:

Tutor's Name: ______________________________

Section Number: ____________________________

EXAM COMPONENTS, GRADES AND TIME YOU ARE ADVISED TO SPEND ON

SECTION MINUTES TOTAL POINTS EARNED POINTS*

A. Briefly explain the following terms: (3 points)

2. Arguments: are made up of two main elements: claims and basis.

B. Match the instruction words with their correct definition. (2 points)

PART II SHORT ANSWER QUESTIONS 12 Points

Duplex tyre factory

Low hourly Recruitment Increased Staff feeling

PART III ESSAY QUESTIONS 13 points

- Answer ALL the following questions:-

A. Carry out a SWOT analysis on the following business extract: -

Putting the fizz back into Coke

Language: the following linguistic elements should be observed:

Language: the following linguistic elements should be observed:

Describe the 4 steps of the process of essay writing.

Student's ID: __________________________

Tutor's Name: __________________________________________

Section Number: ______________________________

EXAM COMPONENTS, GRADES AND TIME YOU ARE ADVISED TO SPEND ON

1. High level information: Information about the general situation.

5. Essay: Is a particular type of text written by students as a way of learning or for

Abusive a. Renewed b. Exploitative c. International d.

PART II SHORT ANSWER QUESTIONS

Words which identify the key Communicating an image

a) What is the starting situation?

b) What is the problem?

Gap has found it difficult to manage the vendors successfully

c) What solution has been proposed?

d) What is the evaluation of the solution?

e) What is the justification of the solution?

PART III ESSAY QUESTIONS