LB160 Professional Communication Skills for Business Studies
Mid-Term Assessment
First Semester 2012-2013
ANSWER KEY AND MARKING GUIDE
Student's Full Name: _____________________________________
Student's ID: __________________________
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
40
12
70
13
120
30
ANSWER QUESTIONS
PART III: ESSAY
QUESTIONS
TOTAL
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
expression from the left column. (2 points)
Abusive
Working conditions
Consumer boycott
Denounce
a. Renewed
b. Exploitative
c. International
d. Development
a. Management practices b. Publicity c. Vendor organisations d. Rate of pay
a. Working conditions
b. Management practice
c. Press release
d. Shopper protest
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 practiceamong 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
A. Below is an extract of a case study. Identify the 6 features of a case study that best describe
this extract. (3 points)
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
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.
RB1, Extract 1.2, p.5
2
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 good
introduction
Words which link back to the title
Examples
Words which identify the key
concepts in the essay
Communicating an image
Words which state the central
argument of the essay
Nike’s advertising companies seek to ‘shift the selling point
away from the product itself and into a world of their own
making.
None
Words which say how the essay
will be organized
Nike, training shoe,
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
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
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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.
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.
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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)
Strengths
Weaknesses
 Gap is by all accounts a retail
 the future of the American
phenomenon
fashion chain is in doubt as its
 traditional strengths- jeans, T-shirts,
founders consider a sale or a
hooded sweatshirts and khakis
break-up of the retail empire
 Gap is now greatly admired for its
 The
company
has
been
supply-chain management
suffering falling sales ever since
 It is part of the charitable Red initiative
2004
with 50 percent of profits on certain
 Its shares are less than half the
items going to organizations fighting
level of their peak in 2000
Aids in Africa
 Gap started to lose its sharp
sense of customers’ tastes
 Gap … once was at the centre
of sweat labor claims
Opportunities
Threats
 … its aggressive bid to restore
 The growing popularity and
credibility& market share
success of lower-priced high
 Gap is improving the quality of its
street fashion chains with which
fabrics
Gap is unable to compete.
 Gap is now greatly admired for its
supply-chain management
Content (3 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
5

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
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
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.
RB1, Extract 2.1, p.26
Content (3 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:
6
 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
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.
Political:
 They are also able to profit from beneficial trade and tariff agreements, whenever they
exist.
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
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.
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.
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

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.
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
8