A change of staff attitude is recommended a more

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A change of staff attitude is recommended. A more professional attitude will need to be encouraged through training. 68 © CPBE 2019
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1 ……………………………………………………………………………………………… ……………………………………………………………………………………………… …………………………………………………………………………………………… 2 ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… 3 ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… 4 ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… Recommending: useful language We should recruit more front-line staff I recommend that we recruit more front-line staff I recommend recruiting more front-line staff It is recommended that we recruit more front line staff. Recruiting more front-line staff is recommended. 69 © CPBE 2019
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70 © CPBE 2019
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b) Anticipating effects If your report contains recommendations, it is common to describe what will happen if your recommendation is followed (and what might happen if it is not). For example, if you recommend a change of policy, what will the result be in terms of costs, procedures etc.? Useful language: This The policy The changes will/would/should/ may/might/could result in mean lead to allow for a long-term improvement in productivity. a greater level of customer satisfaction. a period of low revenue in the short term. a shortage of trained staff. Task: Here are some recommendations taken from a number of reports. For each one, try to anticipate one or more positive effects: 1 A change in advertising strategy away from the current emphasis on product cheapness is recommended. ……………………………………………………………………………………………… ……………………………………………………………………………………………… 2 It is recommended that the corporate headquarters be moved to Kowloon Bay. ……………………………………………………………………………………………… ……………………………………………………………………………………………… 3 The office layout should be made more open-plan. ……………………………………………………………………………………………… ……………………………………………………………………………………………… 4 The company should seriously consider expanding its core business activities. ……………………………………………………………………………………………… ……………………………………………………………………………………………… 71 © CPBE 2019
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TV 40% magazines 24% radio 17% billboards 10% online marketing 9% Over to you: Writing task You work in the marketing department for a new up-market residential complex, Century Villas. The Marketing Manager wants to know which methods of advertising are the most effective. Recently, you asked customers how they first heard about Century Villas. Look at the information below, on which you have already made some handwritten notes: Then, using all your handwritten notes, write your report. Input 1: How people heard about Century Villas 72 © CPBE 2019 effective – try more magazines not in most suitable locations figure likely to increase soon – say why
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Input 2: Monthly advertising costs Total advertising budget/month: HK$ 300,000 (This cannot be increased.) Monthly expenditure % of advertising budget TV HK$90,000 36% Magazines HK$32,500 13% Radio HK$77,500 31% Billboards HK$17,500 7% Online marketing HK$30,000 12% 73 © CPBE 2019 Price increase soon – recommend stopping good value – explain why
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74 © CPBE 2019
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3.8 Writing effective short proposals
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