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Θ Exercise 6. Directly after the management meeting, Marketing Director, Tony Chan dictated a memo to his Marketing Manager. Listen to the recording and write down the memo.

On receiving his boss’s memo, Marketing Manager, Jimmy Mo, works round the clock to complete his report on the recent customer survey.

Read this extract from the report.

The survey was conducted during the week beginning 19th June on all routes. The above results have been extracted for European routes. It is clear that catering is the one area where we seem to be poor and where improvements can be made, particularly for Business Class and Economy Class. A selection of quotations from passengers is given below.

“The breakfasts in Economy are totally inedible.”

“You expect something a little better than this in Business Class.” “Tasteless food but what do you expect in an airplane?” (Economy Class) “Excellent food with charming service.” (First Class)

“If you have to keep waking us up to eat, why don’t you make it worth it?” (Economy)

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Θ Listen to two Orientair passengers discussing the survey. Complete the survey form for them.

Flight number: ___________________ Class: __________________

Orientair is constantly trying to improve its service. We hope you will find time during your flight to help us serve you better. Please, give your opinion on the following. Orientair thanks you for your co–operation. Please, give this leaflet to one of our cabin staff or post it in the envelope provided.

Excellent Good Satisfactory Poor Unsatisfactory

Check-in facilities Check-in personnel Punctuality

Cabin service Catering

In-flight entertainment Seat comfort

Answer the questions:

1.On what routes was the survey conducted?

2.What did it show?

3.What is the weakest area?

Revision of the file

Exercise 1. Translate into English

1.Orientair обслуживает авиалинии Тихоокеанского бассейна, Азии и Европы.

2.Конкуренция на азиатских маршрутах была особенно жесткой.

3.Руководство компании считало, что причинами сокращения доли рынка на европейских авиалиниях были, во-первых, устаревший парк самолетов, вовторых, низкое качество обслуживания и питания.

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4.Финансовый анализ показал снижение валовой прибыли и объёма перевозок: выручка от пассажирских перевозок уменьшилась на 10%, грузоперевозки снизились до 73 000 т.

5.Потеря пассажиров привела к снижению загруженности. Коэффициент загруженности стал низким и неприбыльным, то есть составил 61%, что было чуть выше коэффициента безубыточности.

6.В соответствии со сроками результаты опроса должны быть предоставлены в течение двух недель и разосланы всем членам совета директоров.

7.Компании приходилось работать в условиях жестких финансовых ограничений.

8.Учитывая жёсткие сроки, Джимми Мо пришлось работать круглые сутки, чтобы подготовить отчёт о проведенном недавно опросе.

9.Пассажиры, выезжающие за границу, предпочитают брать билеты туда и обратно с открытой датой вылета и остановками в пути.

10.Опрос указал на неудовлетворительное питание, так как большинство пассажиров считают пищу либо несъедобной, либо безвкусной.

11.Результаты опроса дают повод для беспокойства.

Exercise 2. Give Russian equivalents for the following words and use them in the sentences (short situations) of your own.

Exercise 3. Ring Global Travel to book a seat on an international flight.

Exercise 4. Give the summary of the file.

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FILE 2

GLOSSARY

Make sure that you know these words. Find their Russian equivalents.

remedy to the problem – to put (make) right

to give an edge over smb – to make better, to give an advantage over smb. subject to – depending on, on condition

range – a set of different objects of the same kind (assortment) to extend – to make longer or greater

disturbing – making upset, worried

to put strain on smb – put in a state of tension; to force beyond acceptable limits long-haul flight – long distance flight

opposite number – person in the same job elsewhere implication – suggestion not expressed but understood

to bear up – to show courage or strength by continuing in spite of difficulties incentive – encouragement to greater activity (stimulus)

feasibility study – a careful study of how a planned activity will work, how much it will cost, and what income it is likely to produce

fall-back position – a situation where an alternative can be used when there is a failure or lack of other means

to fall back – to abandon one’s position

Θ The final draft of the Marketing Department’s report is approved by Marketing

Director, Tony Chan, on the 1st August. It is then retyped, copied and circulated to members of the Board by the 3rd August, as required.

Read this extract from the final section of the report.

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5. CONCLUSIONS

5.1.The annual loss of customers on our European routes of 2% on average over the past three years would, if continued over the next two years, render our European routes unprofitable.

5.2.Our product is, in effect, almost identical to the product offered by our main competitors, Cathay Pacific and BA

5.3.No remedy to the problem of product improvement is available in the short term for the following reasons:

*The only new wide-bodied aircraft on the market which would give Orientair an edge over its competitors – the Airbus A320 – could Not, even if the Board decided to purchase it, be delivered for at least two years.

*Fare reductions, even with favourable purchase schemes such as APEX, would not make a significant impact because of IATA Conventions, which we are bound by.

*Any variations in routes, including stopovers, are almost impossible to achieve, as they are under the increasingly strict control of the civil aviation authorities of the countries concerned.

5.4.The results of the customer survey carried out by the Marketing Department showed that Orientair is weak in the service area, particularly for Business and Economy Classes.

6. RECOMMENDATIONS

6.1.Business Class catering to be upgraded to First Class standards.

6.2.Economy Class breakfasts to be improved.

6.3.Our contract with Bahraini Flightfood, due for renewal in October, to be negotiated subject to satisfactory improvement.

6.4.Economy and Business Class lunches to be given a de luxe element, to include e.g. crepes suzettes and profiteroles, and fresh cream for dessert.

6.5.The range of special meals to be extended. The following should be made available at 24 hours notice.

Children

Now listen to recorded extract from the report.