Part 2

You should spend about 20 minutes on Questions 15-27, which are based on Reading Passage 2 below.

Marketing advice for new businesses

If you’re setting up your own business, here’s some advice on getting customers.

Know where your customers look

Your customers aren’t necessarily where you think they are.So if you’re advertising where they’re just not looking, it’s wasted money.That’s why it pays to do a bit of research. Every time someone contacts your company, ask them where they found out about you.And act on this information so you’re advertising in the right places.

Always think like a customer

What makes your customers tick? Find out, and you’re halfway to saying the right things in your advertising. So take the time to ask them. A simple phone or email survey of your own customers, politely asking why they use you, what they really like and what they don’t, is invaluable.

Make sure customers know you’re there

If a customer can’t see you, they can’t buy from you. There are loads of opportunities to promote your business – print, press, direct mail, telemarketing, email and the internet —and using a mix of these increases your chances of being seen (and remembered).

Ignore your customers and they’ll go away

It sounds obvious, but companies who talk to their customers have much better retention rates than those that don’t, so it’s worth staying in touch. Capture your customers’ email addresses upfront. Follow up a transaction to check they’re happy with the service and, if possible, send them updates that are helpful, informative and relevant.

Know what works (and what doesn’t)

Do what the professionals do, and measure all your advertising.That’ll tell you what you’re doing right —and where there’s room for improvement. You never know, it might just throw up some information that could change your business for the better.

Remember word-of-mouth: the best advertising there is

A recent survey found that consumers are 50% more likely to be influenced by word-of-mouth recommendations than by TV or radio ads. So your reputation is your greatest asset. If your current customers are impressed with your company, they’ll be more inclined to recommend you to others. On the flip side, if they experience bad service they probably won’t complain to you – but you can be sure they will to their friends.

Questions 15 – 20

Complete the sentences below.

Choose ONE WORD ONLY from the passage for each answer. Write your answers in each gap.

Some 15___________ will help you to discover the most effective places to advertise.

A 16___________ of your customers will show you how they feel aboutyour company.

A 17___________ of forms of advertising will make it more likely that potentialcustomers will find out about you.

If you can, provide customers with useful 18___________ about your business.

Measuring the effects of your advertising can give you 19___________ that willimprove your business.

Success in finding new customers largely depends on your 20___________.

Questions 21 – 27

Complete the notes below.

Choose ONE WORD ONLY from the passage for each answer. Write your answers in each gap.

Working Time Regulations for Mobile Workers

These apply to people working on lorries, buses, etc.

They don’t apply to 21___________ workers.

Maximum working hours: 60 hours a week, provided the 22___________ is no more than 48 hours.

Night work can be more than 10 hours with the 23___________ of the workers.

Work includes driving, loading and unloading, and carrying out various 24___________ of the vehicle.

Periods of availability include:

going on a 25___________or other form of transport with a vehicle

a period at the workstation when the driver has some 26___________ might count as

a period of availability

Periods of availability exclude:

time spent stopping and starting the vehicle when 27___________ causes delays

being in a queue, e.g. in order to load or unload