597bb69bceb5395a5f94131eb2e9a0b2.ppt
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Unit 12 INFORMATION, STRATEGY AND CHANGE
Skills focus Reading • understanding how ideas in a text are linked Writing • deciding whether to use direct quotation or paraphrase • incorporating quotations • writing research reports • writing effective introductions/ conclusions Vocabulary focus • verbs used to introduce ideas from other sources (X contends/suggests/asserts that …) • linking words/phrases conveying contrast (whereas), result (consequently), reasons (due to), etc. • words for quantities (a significant minority)
12. 1 Vocabulary 12. 3 Extending skills 12. 2 Reading 12. 4 Extending skills
12. 1 Vocabulary A Study the words and phrases in box a. 1 How does each word relate to IT in a tourism operation? 2 Check the stress and pronunciation. 'Intranet HR 'Extranet decision su'pport system 'touch-screen terminal operations 'Internet blog management infor'mation system marketing finance
12. 1 Vocabulary B Study the words in box b. 1 How can these people use IT to create better business links with each other? 2 Discuss your experience of booking online tourism or hospitality. Possible answers: Hoteliers need to have online links with travel agents and tour operators. They need a web publisher to publish information about their hotel. They would benefit from online links with events organizers so they can arrange activities for their customers. They could benefit from links with restaurant owners and transport providers in their immediate area.
12. 1 Vocabulary C Read text A on the opposite page. 1 What is a SWOT analysis? Possible answers: A technique which enables a company to evaluate itself by analysing Strengths, Weaknesses, Opportunities and Threats.
12. 1 Vocabulary C Read text A on the opposite page. 2 Connect each highlighted item to its noun. Example: it refers to previously mentioned noun (company) it may need to make some changes When a company ’s performance before the company can do this it may need to make some changes A commonly used technique for this through a strategic analysis In this method, managers for this is the SWOT analysis in which they examine their business managers carry out an ‘external audit’ they face in order to understand managers carry out an ‘external audit’
12. 1 Vocabulary C Read text A on the opposite page. 2 Connect each highlighted item to its noun. Example: it refers to previously mentioned noun (company) in which its strengths and weaknesses Secondly, the organization needs to compared with those of the competitors strengths and weaknesses are compared This means that managers should Secondly, the organization needs to complete an ‘internal audit’ in which its strengths and weaknesses are compared with those of the competitors. managers should look at all the functional areas: finance, HR, marketing and operations The results of such audits are which will affect its future development summary of the business ’s current strengths
12. 1 Vocabulary D Study the verbs in box c. They can be used to introduce quotations, paraphrases and summaries. 1 Check the meanings of any words you don’t know. See Vocabulary bank.
Vocabulary bank Introductory verbs Choosing the right introductory verb is important. Your choice of introductory verb shows what kind of statement the writer is making. Examples: Pickwell (2006) argues that everyone should be involved in shaping a company’s future. Your choice of introductory verb also shows what you think of other writers’ ideas. This is an important part of academic work. Examples: Hitchins (2007) claims that Gaia failed to take adequate account of IT factors.
Vocabulary bank Introductory verbs Verb The writer … agree thinks this idea from someone else is true accept, concede reluctantly thinks this idea from someone else is true consider, emphasize, note, observe, point out, state, suggest* is giving his/her opinion argue, assert, claim, contend, insist is giving an opinion that others may not agree with
Vocabulary bank Introductory verbs Verb The writer … cite is referring to someone else’s ideas disagree, dispute thinks an idea is wrong suggest* is giving his/her recommendation describe is giving a definition/description illustrate, indicate, show is explaining, possibly with an example report is giving research findings *suggest can have two meanings
12. 1 Vocabulary D Study the verbs in box c. They can be used to introduce quotations, paraphrases and summaries. 2 Which verbs have similar meanings? accept, agree, concede argue, assert, claim, contend, insist consider, note, observe, point out, state disagree, dispute describe, illustrate, indicate, show
12. 1 Vocabulary D Study the verbs in box c. They can be used to introduce quotations, paraphrases and summaries. 3 Which verbs are not followed by that? 4 When can you use each verb? Example: accept = agree but with some reluctance; the idea is often followed by but
12. 1 Vocabulary D Study the verbs in box c. They can be used to introduce quotations, paraphrases and summaries. Used when the writer … accept that reluctantly thinks this idea from someone else is true agree that thinks this idea from someone else is true argue that is giving an opinion that others may not agree with assert that is giving an opinion that others may not agree with cite + noun is referring to someone else’s ideas claim that is giving an opinion that others may not agree with concede that reluctantly thinks this idea from someone else is true consider that is giving his/her opinion contend that is giving an opinion that others may not agree with
12. 1 Vocabulary D Study the verbs in box c. They can be used to introduce quotations, paraphrases and summaries. Used when the writer … describe how; + noun is giving a description disagree that; with + noun thinks an idea is wrong dispute + noun thinks an idea is wrong emphasize that is giving his/ her opinion strongly illustrate how; + noun is explaining, possibly with an example indicate that is explaining, possibly with an example insist that is giving an opinion that others may not agree with note that is giving his/her opinion observe that is giving his/her opinion
12. 1 Vocabulary D Study the verbs in box c. They can be used to introduce quotations, paraphrases and summaries. Used when the writer … point out that is giving his/her opinion report that is giving research findings show that is explaining, possibly with an example state that is giving his/her opinion suggest that; + gerund is giving his/her opinion tentatively; or is giving his/her recommendation
12. 1 Vocabulary E Read text B on the opposite page. Look at the highlighted sentences. 1 What is the function of each sentence? Example: Employees should be involved in workplace decisions = opinion or recommendation 2 In an assignment, should you refer to the highlighted sentences by quoting directly or paraphrasing? 3 Write each sentence with an appropriate introductory verb, a direct quotation or paraphrase, and the source references. See Skills bank.
Skills bank Deciding when to quote and when to paraphrase When referring to sources, you need to decide whether to quote directly or to paraphrase/summarize. • Quote when the writer’s words are special or show a particularly clever use of language. This is often the case with strongly stated definitions or opinions. • Paraphrase/summarize descriptions and factual information.
12. 1 Vocabulary E Read text B on the opposite page. Look at the highlighted sentences. Original sentence The writer is … Direct quote or paraphrase? 1 When a company is planning to make major changes, employees often react in negative ways. making a statement of fact paraphrase giving an opinion paraphrase 2 …employees should be or involved in recommendation workplace decisions. Suggested sentence Pickwell (2006) points out that staff may be unhappy about possible changes in their company. Pickwell (2006) argues that staff need to be consulted about any possible changes.
12. 1 Vocabulary E Read text B on the opposite page. Look at the highlighted sentences. Original sentence The writer is … Direct quote or Suggested sentence paraphrase? 3 managers must place value on the contributions of staff at all levels, from the boardroom to the shop floor. giving a strong opinion paraphrase with a direct quotation 4 As Albert Humphrey … asserts: managers must ‘… stop thinking that the company is composed of … a layer-on-layer authority structure’ quoting from quote the another writer; other the other writer is writer making a strong directly statement Pickwell (2006) emphasizes the need to take everyone’s views seriously ‘from the boardroom to the shop floor’ (p. 24). Pickwell (2006) cites Humphrey, who insists that managers should ‘… stop thinking that the company is composed of … a layer-on-layer authority structure’ (Humphrey & Groves, 2003 pp. 124– 126)
12. 1 Vocabulary F Look at the SWOT analysis of Gaia Boutique Resort Hotel on the opposite page. Which functional area (HR, marketing, finance, operations or IT) does each point in the audit refer to? Strengths Functional area Staff are experienced and skilled at making visitors feel at home. HR Advertising costs have not been high marketing, IT because most advertising is done via the Internet. Accommodation and services are high quality and modern. marketing/operations The resort is well placed in an area of natural beauty close to town. marketing
12. 1 Vocabulary F Look at the SWOT analysis of Gaia Boutique Resort Hotel on the opposite page. Which functional area (HR, marketing, finance, operations or IT) does each point in the audit refer to? Weaknesses Functional area A lot of money is tied up in real estate. finance/marketing Sales figures are beginning to dip. Profits are down on the same period last year. We could make finance a loss this year. Some staff are absent a lot – through poor motivation. HR The resort is badly presented on its website and there are no links with third parties. marketing, IT Wages are increasing. finance, operations Management information is not readily available. IT
12. 1 Vocabulary F Look at the SWOT analysis of Gaia Boutique Resort Hotel on the opposite page. Which functional area (HR, marketing, finance, operations or IT) does each point in the audit refer to? Opportunities Functional area Increased leisure time and good pension schemes finance, marketing allow ‘baby boomers’ to spend more money. A new tour operator with a global network has recently been in touch to discuss cooperation. The Internet is now a growing source of information and a tool for booking. There will be a new land release next to the resort. operations, marketing IT, marketing operations
12. 1 Vocabulary F Look at the SWOT analysis of Gaia Boutique Resort Hotel on the opposite page. Which functional area (HR, marketing, finance, operations or IT) does each point in the audit refer to? Threats Functional area A new tourism developer has shown interest in finance, marketing the new land release and wants to build a luxury resort with all facilities. Local business taxes will increase next year. finance The national tourism board has been focusing attention on adventure holidays, because they want to target a younger generation. marketing
12. 1 Vocabulary G How should Gaia respond to the issues affecting its business? 1 Discuss in pairs. 2 Write a paragraph giving your recommendations. Include one of your sentences from Exercise E, question 3.
12. 1 Vocabulary G How should Gaia respond to the issues affecting its business? Possible answers: It is clear that Gaia is heading for difficult times. This is partly caused by increased competition. But it is also clear that the staff need to have some training to increase their motivation. There are several possibilities that Gaia could consider, including acquiring new land for expansion, starting a new Internet operation, targeting new market segments (such as the younger, adventure market) alongside the market segment they are making the most profit out of, and forging links with tour operators and travel agents. However, Pickwell (2006) argues that staff need to be consulted about any possible changes. Therefore, I recommend that before any decisions are made, all the staff are asked for their views.
12. 2 Reading A Discuss the following questions. 1 What do customers expect from an online tourism service? Customers might expect: value for money; ease of navigation; links with other travel sites; confirmation of choices; easy and secure payment. 2 How can tourism and hospitality operations use IT to ensure that they are successful? Management information systems to ensure the relevant staff members have fast access to up-to-date information; Internet based marketing; booking of tickets/accommodation via a website, etc.
12. 2 Reading B Survey the text on the opposite page. What will the text be about? Write three questions to which you would like answers.
12. 2 Reading C Read the text. Does it answer your questions?
12. 2 Reading D Number the sentences on the right 1– 9 to show the order in which the information is presented in the text. Virtual tourism may be good for the environment. 9 IT is defined as the tools that enable management. 1 IT systems support back- and front-of house systems. 4 Tourism organizations now rely on the complex integration of technological systems. 2 Business activities can be divided into primary and support processes. 3 Some operators in tourism and hospitality need to redefine their roles. 7 The tourism and hospitality distribution channel has become complicated. IT systems offer tourism operators many advantages. 5 6 Virtual tourism is growing fast. 8
12. 2 Reading E For each paragraph: 1 Identify the topic sentence. 2 Think of a suitable title. Topic sentence Para 1 Para 2 Para title Technological progress has revolutionized the way we think, act and even travel. Successfully integrating technology across an operation makes it easier to run a tourism business. The IT revolution How tourism businesses can benefit from IT Para 3 IT can play a role in all business activities, both primary or IT in primary and support activities Para 4 There are many advantages of integrated systems for a tourism operator. Opportunities and threats Para 5 Tourism operates in an environment undergoing a great transformation, and new technological developments, such as virtual tourism, are growing fast. Virtual tourism
12. 2 Reading F Look at the underlined words in the text. What do they refer back to? Word Para Refers to It 1 IT their 1 operators its 2 company they 3 primary activities these 3 primary activities and support activities that 3 touch-screen terminals They 4 integrated systems it 4 the tourism industry they 4 tour operators and travel agencies where 5 virtual communities like Second Life
12. 2 Reading G Study the highlighted words in the text. 1 What linking words can you use to show: contrast? concession? result? reason? See Vocabulary bank.
Vocabulary bank Linking ideas in a text Linking words, which join ideas within a sentence or between sentences, convey different meanings. Within sentences Between sentences Contrast but, whereas, while However, In/By contrast, On the other hand Concession although, despite/in spite of the fact that However, At the same time, Nevertheless, Despite/In spite of + noun, Yet Result so, so that So, As a result, Consequently, Therefore Reason because, since, as Because of + noun, Owing to + noun, Due to + noun
12. 2 Reading G Study the highlighted words and phrases. 1 What linking words can you use to show: contrast? concession? result? reason? Between-sentence linkers Within-sentence linkers contrast However, … In/By contrast, … On the other hand, … … but … … whereas … … while … concession However, … At the same time … Nevertheless, … Despite/In spite of (this/noun), … Yet … … although … … despite/in spite of the fact that. . .
12. 2 Reading G Study the highlighted words and phrases. 1 What linking words can you use to show: contrast? concession? result? reason? Between-sentence linkers Within-sentence linkers result So, … As a result, … Consequently, … Therefore, … … , so … … so that … … with the result that … reason Because of (this/noun), … Owing to (this/noun), … Due to (this/noun), … … because … … since … … as … … due to/owing to the fact that …
12. 2 Reading G Study the highlighted words and phrases. 2 Write the sentences with the highlighted items again, using other linking words with similar meanings. Consequently, IT has become, with other core functions, such as marketing, finance, HR and operations, a major asset for any company in tourism or hospitality. Because of this/As a result, IT has become, with other core functions, such as marketing, finance, HR and operations, a major asset for any company in tourism or hospitality. But despite the fact that IT systems have become more and more complex, travelling has never been easier. Although IT systems have become more and more complex, travelling has never been easier.
12. 2 Reading G Study the highlighted words and phrases. 2 Write the sentences with the highlighted items again, using other linking words with similar meanings. In tourism, most of the primary activities are called ‘front of house’ because they are visible to the consumer. . . In tourism, most of the primary activities are called ‘front of house’, as/since they are visible to the consumer … Although all these applications are interconnected and seem to work well, the tourism distribution channel has become a complex system … All these applications are interconnected and seem to work well. Despite this/Nevertheless, the tourism distribution channel has become a complex system …
12. 2 Reading G Study the highlighted words and phrases. 2 Write the sentences with the highlighted items again, using other linking words with similar meanings. However, there also some disadvantages in the explosive growth of IT in the tourism and hospitality industry. On the other hand/At the same time, there also some disadvantages in the explosive growth of IT in the tourism and hospitality industry. As a result it looks as if they are not adding much value. Consequently/Therefore, it looks as if they are not adding much value.
12. 2 Reading See Skills bank. H Read the text on the right. A student has written about part of Hitchins’ article, but the quotations and paraphrases have not been correctly done. Can you spot the mistakes and correct them?
Skills bank Incorporating quotations • Use an introductory verb. • Don’t forget the quotation marks. • Make the quote fit the grammar of the sentence. • Show any missing words with ‘. . . ’. • Copy the original words exactly. • Add emphasis with italics and write [emphasis added].
12. 2 Reading As Hitchins (2007) explains that H Read the text on the right. A student has written about part of Hitchins’ article, but the quotations and paraphrases have not been correctly done. Can you spot the mistakes and correct them? As Hitchins (2007) explains, Note the grammar here: either As Hitchins explains or Hitchins explains that but not both. This is a common mistake. successfully ‘successfully integrating 1. The words which are the same as the original integrating technology … makes it need quotation marks. 2. Some words have been left out. Where this technology … easier to run a tourism happens three dots are used to signify an omission. makes it easier business’ (p. 6). It is important that a quote is exactly the same as to run a the original. Any changes (such as omitting tourism words) need to be clearly shown. business
12. 2 Reading According to Hitchins, he says that almost all travel sites now enable customers to plan their holiday from A to Z and demonstrating that integration of information technology tools is paramount to travel organizations. H Read the text on the right. A student has written about some of Robins Transport’s external threats, but the quotations and paraphrases have not been correctly done. Can you spot the mistakes and correct them? 1. When continuing to refer to a source you can Hitchins (ibid. ) further points out that use further or also or other similar words; says is almost all travel sites not a good choice of introductory verb since it is now enable customers too informal. You do not need according to as well to plan their holiday as a verb of saying. 2. When referring to the same place in the same from A to Z, ‘demonstrating that source, use ibid. instead of the full source reference. If it is the same publication (but not the integration of same place in the text), use op. cit. information 3. It is important to make a quotation fit the technology tools is paramount to travel grammar of a sentence. Failing to do this properly is a common mistake. organizations. ’ 4. The quotation marks must be added to the words which are the same as the source.
12. 2 Reading I Write a paragraph for a university lecturer, summarizing the development of the tourism distribution channel as described in paragraph 3 of Hitchins’ article. Decide whether you should quote or paraphrase the material from the text. Possible answers: Hitchins explains that in tourism business activities are often referred to as ‘back of house’ and ‘front of house’. He shows that there is a wide range of applications businesses can use. Hitchins (ibid. ) further points out that, despite the fact that ‘these processes are interconnected and seem to work well, the tourism distribution channel has become a complex system’.
12. 3 Extending skills A Study the words in the box. 1 Check the pronunciation and grammar. 2 What are their meanings in a research report?
12. 3 Extending skills A Study the words in the box. stress patterns part of speech meaning in a research report con'duct v do (some research, a survey, an experiment) 'data pl n information; can be numerical (quantitative) or verbal (qualitative) dis'cussion n(U/C) 'findings pl n the title of the section in a research report which discusses the findings. the title of the section in a research report which details what has been found out; each finding should be linked with a research question. The title Results can also be used for this section impli'cation n(C) possible effect or result of the findings 'interview n(C), v interview'ee n(C) 'interviewer n(C) noun: when someone is asked questions in a survey; verb: to ask someone questions in a survey the person being questioned the person asking the questions
12. 3 Extending skills stress patterns part of speech A Study the words in the box. meaning in a research report limi'tation n(C) a problem with the research methods; an aspect which the research could not address 'method n(C) Title of the section in a research report which explains how the research was carried out. In the plural it refers to the research used. a written set of questions questionn'aire n(C) 'random adj in no fixed order; with no organizing principle recommen'dation n(C) suggestion for action as a result of the findings of the research re'search 'question n(C) what the researcher wants to find out re'spondent n(C) a person taking part in a questionnaire survey
12. 3 Extending skills A Study the words in the box. stress patterns part of speech meaning in a research report re'sults pl n same as Findings. Used more or less interchangeably. 'sample n(C), v the group of people taking part in the research n(C), v a type of research in which the researcher sets out to describe a situation or set of ideas or behaviours, by reading a variety of documents or asking people questions do (some research, a survey) 'survey under'take v
12. 3 Extending skills B Read the introduction to Report A and the conclusion to Report B on the opposite page. 1 What methods were used in each piece of research? Report A: Primary research. Probably questionnaire methods; perhaps interviews. Report B: Probably secondary research, involving Internet searches or possibly company reports.
12. 3 Extending skills 2 What are the elements of an introduction and a conclusion? See Skills bank. B Read the introduction to Report A and the conclusion to Report B on the opposite page.
Skills bank Writing introductions and conclusions Introduction • Introduce the topic of the report. • Say why the topic is important. • Give background information. • Give an outline of the report plan. Note: No substantial information; this belongs in the body of the report. Conclusion • Summarize the main points in the report without repeating unnecessarily. • Make some concluding comments such as likely implications or recommendations. Note: No new information; all the main points should be in the body of the report.
12. 3 Extending skills B Read the introduction to Report A and the conclusion to Report B on the opposite page. 2 What are the elements of an introduction and a conclusion? Good introduction Example sentences Introduce the topic. Give some background information. For a long time, Gaia Boutique Resort Hotel has been a highly successful business. Say why the topic is important. However, because the company has lost market share recently, it is important to know what the customers think of the services provided. Say what you will do in the report. Give a general statement of the purpose of the research. This report will describe a survey undertaken to find out customers’ attitudes towards Gaia Boutique Resort Hotel. Recommendations will also be made as to how the company can improve its customer care.
B Read the introduction to Report A and the 12. 3 Extending skills conclusion to Report B on the opposite page. 2 What are the elements of an introduction and a conclusion? Good conclusion Example sentences Give a general summary/restatement of findings. Say what your recommendations are. To conclude, it is clear that resort businesses which have prospered and grown are now making use of a wide range of IT technology, including the opportunity for customers to have a virtual tourism experience. In addition, … to consider strategies such as joint ventures with tour operators, travel agents, local retailers and important tourist attractions. In our opinion, Gaia Boutique Resort Hotel should consider … at the methods adopted by its competitors. Set out the implications of not taking action. Unless action is taken urgently, the company is in danger of going out of business. Comment on future possibilities if action is taken. There is no reason why the company should not have a bright future if the right decisions are taken.
12. 3 Extending skills 1 Put the verbs in brackets in the correct form. C Read the two Method paragraphs on the right.
12. 3 Extending skills C Read the two Method paragraphs on the right. 1 Put the verbs in brackets in the correct form. Report A: Method was designed A written questionnaire ______ to find out perceptions of Gaia’s quality of service and how Gaia ____ in relation to its competitors. Two thousand was seen were sent questionnaires ____ to a random sample of Gaia’s customers, of which were returned were interviewed 150 ______. In addition, 130 people _______ while spending time at the resort during one day in June. Seventy per cent of the whole sample were ____ people over 50. Report B: Method In order to find out the business activities of some successful boutique hotel was undertaken companies, a survey of their websites ______ during the first week of June. The companies which was investigated were Hideaway, Paradise and Just 4 You. _______
12. 3 Extending skills C Read the two Method paragraphs on the right. 2 Identify the original research questions, the research methods and other important information. Research questions Research method 1. What are customers’ perceptions of Gaia’s quality of service? 2. How do customers see Gaia in relation to its competitors? written 2, 000 questionnaires; random sample of questionnaire Gaia customers; 150 returned interview Other important information 130 people interviewed in one day in June 70% of whole sample = over 50 s What business activities are Internet survey done in first week of June 3 companies = Hideaway, Paradise and successful boutique hotels Just 4 You companies engaged in?
12. 3 Extending skills See Skills bank. D What are the sections of a research report? What order should they go in?
Skills bank Structuring a research report A research report is an account of some research which has been undertaken to find out about a situation or a phenomenon, e. g. , What do our customers think of our services? What are the business activities of resort hotels? • Introduction introduce topic; background information; reasons for research • Methods research questions; how research was carried out • Findings/results answers to research questions • Discussion issues arising from findings; limitations of research • Conclusion summary of main findings; implications; recommendations; possibilities for further research
12. 3 Extending skills D What are the sections of a research report? What order should they go in? Section Order in a research report introduction 1 method 2 findings/results 3 discussion 4 conclusion 5
12. 4 Extending skills See Vocabulary bank. A Describe the data in Figures 1 and 2 on the opposite page.
Vocabulary bank Referring to quantities and group sizes in a report A/An overwhelming/large/significant slight/small/insignificant/tiny Over More Less than majority minority number half a quarter a third x% (of + noun)
12. 4 Extending skills A Describe the data in Figures 1 and 2. Possible answers: Figure 1 A majority (60%) of respondents said that Gaia’s catering was good quality. 60% of respondents said the catering was good quality. A significant minority (30%) said that catering was not good quality. A small minority replied that they did not know if catering was good quality. Figure 2 55% of respondents said they preferred Gaia to other companies. An overwhelming majority of respondents (80%) said they thought Gaia provided good discounts compared to other companies. A small minority (10%) disagreed that Gaia provided good discounts.
12. 4 Extending skills B Look at the first paragraph from the Findings section of Report A on the right. 1 Complete the spaces with linking words and quantity phrases. Put the verbs in the correct tense. said a large majority Firstly ____, on the negative side, _______ of customers _____ that Gaia’s a small minority rated range of services was not varied enough. Only_______ In addition significant them as good quality. _____, a ______ minority of repeat customers stated had deteriorated _____ that the quality of services over the past five years _______. wanted _____, _____ the respondents ______ Gaia to provide more Finally most of virtual services.
12. 4 Extending skills B Look at the first paragraph from the Findings section of Report A on the right. 2 Write another paragraph, using Figures 1 and 2. Possible answer: The survey also revealed some positive aspects. Firstly, a majority of the respondents (60%) said that the catering was good quality and that the staff were polite and helpful (70%). Moreover, although a small minority considered that the levels of comfort were not good enough, an overwhelming majority (80%) were satisfied with them. Secondly, in comparison with other companies, a very large majority thought that the discounts offered were good. Finally, a slight majority (55%) preferred Gaia to other companies.
C Look at the Internet research notes on the opposite page. 1 Match the business strategies in box b with an activity and a reason for doing it from the research notes. Possible answer: 12. 4 Extending skills Strategy Activity Reason/result? building a community 3 establish clubs for customers C customer loyalty, return visits diversification 4 offer new types of activities A create wider customer base developing management 1 invest in IT infrastructure information systems B ability to take strategic decisions joint venture/cooperation D greater access to new services 2 cooperate with providers abroad for customers
12. 4 Extending skills C Look at the Internet research notes on the opposite page. 2 Read the Findings section from Report B on page 104. Then write a discussion paragraph for Report B using the ideas from the notes. Possible answer: From our research, it is clear that investment in IT infrastructure has enabled these organizations to take strategic decisions, using data collected from their customers and providers. Setting up joint ventures with other providers abroad has led to greater access to new services. Additionally, these organizations have set out to build a community by establishing clubs for their customers. These clubs inspire loyalty among customers and generate return business. Finally, by pursuing a strategy of diversification – offering new activities in addition to the core activities – these organizations have been able to create a wider customer base.
Tips for Reference 12. 1 Vocabulary部分,学生课前完成练习A、B,熟悉相关词汇和短语。教师 课堂讲解Vocabulary bank中“Introductory verbs”技能,完成练习C; Skills bank中的“Deciding when to quote and when to paraphrase ”技能,完成练习 D。练习E、F 、G可以作为课后练习。 12. 2 Reading部 分 , 课 堂 完 成 练 习 A、 B、 C、 D、 E、 F; 教 师 课 堂 讲 解 Vocabulary bank中的“Linking ideas in a text”技能,完成练习G ;教师课堂讲 解Skills bank中的“Incorporating quotations”技能,完成练习H。 12. 3 Extending skills部分,要求学生课前完成练习A。教师课堂讲解Skills bank中的“Writing introductions and conclusions”和“Structuring a research report ”技能,完成练习B、C、D。 12. 4 Extending skills部分,教师课堂讲解Vocabulary bank中的“Referring to quantities and group sizes in a report”技能,完成练习A和B。练习C可以作为 课后练习。
谢谢欣赏!