Leo’s Marketing Report - IELTS Listening Answers & Explanations
From Official Cambridge Guide to IELTS Academic Listening Test 7 · Part 3 · Questions 21–30
Audio
Questions
Questions 21–26 Multiple Choice (One Answer)
Choose the correct letter, A, B or C.
Questions 27–30 Note Completion
Complete the notes below.
Write ONE WORD ONLY for each answer.
Notes on specific sections of marketing report
Executive summary
- Give a brief overview including the 27
Problems
- Link each problem to a 28 which explains it
Implementation
- Practical solutions to problems
- Include details such as participants, 29 and sequence
- Section is often poorly done because of lack of 30
Conclusion
- Don't use new material here
Answers & Explanations Summary
| # | Answer | Evidence | Explanation |
|---|---|---|---|
| Q21 | A | but when I searched for men's clothing on the Internet there were hardly any articles. So then I looked for coffee and I found there were tons | Excerpt/Transcript Explanation: The transcript shows that Leo changed his mind from clothing to coffee because there was very little information about clothing but a very large amount of information about coffee. Answer Explanation: The answer means that Leo chose instant coffee because he found a lot of information and articles about it to use for his report. Reason For Correctness: The correct answer is A because Leo explains that he originally wanted to write about clothing, but he could not find many articles on the internet. When he searched for information about coffee, he found a lot of material. In the transcript, he uses the word 'tons' to describe how much information he found, which is a common way to say he found plenty of material. |
| Q22 | B | I found some good data on technological changes, how in Australia fewer people are buying instant coffee because of cheap coffee percolators that they can use to make real coffee at home | Excerpt/Transcript Explanation: The transcript says that in Australia, fewer people buy instant coffee because they now have cheap machines to make fresh coffee at home. Answer Explanation: The answer means that new machines for making coffee are causing fewer people to want or buy instant coffee. Reason For Correctness: The correct answer is B because Leo mentions finding data about technological changes in Australia. He explains that because cheap coffee machines (percolators) are available for home use, fewer people are buying instant coffee. 'Reducing the demand' is another way to say that fewer people are buying something. |
| Q23 | A | Anna: OK, but it's too factual on its own, you need to add some comment in that section about the implications of the figures. Leo: Right, I'll do that | Excerpt/Transcript Explanation: The transcript shows Anna advising Leo to add written notes that explain the table's information, and Leo agrees to do it. Answer Explanation: The answer means that the data in Leo's table needs extra written sentences to explain what the numbers mean. Reason For Correctness: The correct answer is A because Anna says the table is "too factual on its own," meaning it has data but lacks explanation. She tells Leo to "add some comment" about the "implications" (the meaning) of the "figures" (the numbers). Leo agrees by saying, "Right, I'll do that." This shows they both agree that writing more text to explain the table is necessary. |
| Q24 | B | Well, it's fine where it is but you've got to back it up with some data or they'll say your report lacks weight | Excerpt/Transcript Explanation: The transcript shows Anna telling Leo that the location of his text is good, but he must add data (facts or evidence) so his work is strong and convincing. Answer Explanation: The answer means that Leo should use more facts or information to prove what he is saying about the company. Reason For Correctness: The correct answer is B because when Leo asks if his idea about Shaffers being a 'follower' is okay in the 'market share' section, Anna says it is fine there, but he must 'back it up with some data.' In this context, 'data' means evidence or facts. If he does not include evidence, his report will 'lack weight,' meaning it won't seem professional or believable. This shows that the main thing he needs to do is add proof for his opinion. |
| Q25 | A | But the focus is more on how you handle the data – I mean, you might take something like a graph of sales directly from a website, but what makes your work original is the perspective you provide by your interpretation of it | Excerpt/Transcript Explanation: The transcript shows that the most important part is how the student explains the information they found. Even if a student uses a chart from another website, the report is considered original because of the student's own thoughts and explanation of those numbers. Answer Explanation: The answer means that explaining information in your own way is what makes your first report 'original' or new. Reason For Correctness: The correct answer is A because Anna explains that students don't need to find brand-new facts for their first marketing report. Instead, they can use information that already exists. What makes the work special is how the student looks at that information and explains it. In the transcript, she uses the word 'perspective' to describe how the student's unique way of understanding the data makes the report original. She also says it is okay to use graphs from other websites, as long as the student provides their own 'interpretation' or analysis of them. |
| Q26 | A | I knew exactly what I had to do to get a good grade at school – and I knew I'd be expected to go more deeply into things here, but I haven't got information on how the lecturer is going to grade my work – what he's looking for | Excerpt/Transcript Explanation: The transcript shows that Leo knew how to get good marks in his old school assignments. However, for this new report, he says he does not have information about how the teacher will grade his work. He is not sure what the teacher wants to see. Answer Explanation: The answer means Leo is surprised because he does not know the rules or the list of things he needs to do to get a high score on his report. Reason For Correctness: The correct answer is A because Leo specifically says he does not have information on how his work will be graded. In school, he always knew what to do to get a good grade, but now he does not know what the lecturer (the teacher) is looking for. He mentions that while he knew he had to do more research, that part was expected and did not surprise him. |
| Q27 | background | Leo: Yeah, I've drafted it. I've got an overview. Anna: Have you got something about the background there? Leo: Yeah | Excerpt/Transcript Explanation: The transcript shows Leo has written a short summary (overview) of his work. Anna asks if he included information about the “background,” which is the starting information or setting for his report, and Leo says yes. Answer Explanation: The answer "background" means the information about the history or context of a situation that helps a reader understand the current report. Reason For Correctness: The correct answer is "background" because in the discussion about the executive summary, Leo states he has an "overview." Anna then checks if he included the "background" in that part, and Leo confirms that he did. This indicates the overview section contains the background information. |
| Q28 | theory | Well you have to prioritise, so indicate the main problems, and then you analyse each one by connecting it with a theory that's where your reading comes in |
Excerpt/Transcript Explanation: The transcript shows Anna telling Leo to look at the main problems and connect them to a theory to explain them correctly in his assignment. Answer Explanation: The answer means that the student must use an academic idea or a set of rules (a 'theory') to help explain the problems mentioned in the report. Reason For Correctness: The correct answer is 'theory' because when Leo asks what to do after listing the problems, Anna tells him to connect or 'link' each one to a theory. She explains that this is how he should analyze the problems using the information he has read. This matches the note which asks what to link each problem to. |
| Q29 | costs / cost | Yes, and it's got to be practical so don't forget to specify things like who would be involved, and the cost, and the order that things would be done in | Excerpt/Transcript Explanation: The transcript shows Anna giving advice on what to include in the implementation part of the report. She lists three important details: the people involved (participants), the money needed (cost), and the order of actions (sequence). Answer Explanation: The answer "cost(s)" refers to the amount of money needed to carry out the suggested plans or solutions. Reason For Correctness: The correct answer is "cost(s)" because when Anna discusses the implementation section, she tells Leo to include specific, practical details. In the notes, the word "participants" matches Anna's phrase "who would be involved," and the word "sequence" matches her phrase "the order that things would be done in." The missing piece of information she lists alongside these is "the cost." |
| Q30 | time | Actually that's the bit that tends to get badly done because people run out of time | Excerpt/Transcript Explanation: The transcript shows that the implementation section is usually not finished well because the person writing it does not have enough time left to do it correctly. Answer Explanation: The answer is the word "time," which refers to the period or hours needed to complete a task. Reason For Correctness: The correct answer is "time" because Anna mentions that students often do a bad job on the implementation part of the report. She says this happens because they "run out of time," which is the same as saying there is a "lack of time." |
Transcript
Leo: Anna, I wanted to ask you about my marketing report. I'm not sure about it ...
Anna: That's OK, Leo. So what do you have to do?
Leo: Choose a product or service then compare two organisations that produce it. I'm doing instant coffee.
Anna: But haven't you got a weekend job in a clothing store? Why didn't you choose clothing?
Leo: That was my first thought, because I thought it'd give me some practical examples, but when I searched for men's clothing on the Internet there were hardly any articles. So then I looked for coffee and I found there were tons.
Anna: Yeah, there are so many brands on the market now. OK, so how much have you actually written?
Leo: I've done part one, on economic and technological factors. I found some good data on technological changes, how in Australia fewer people are buying instant coffee because of cheap coffee percolators that they can use to make real coffee at home.
Anna: But there's also a movement away from drinking coffee ...
Leo: ... switching to things like herbal teas instead because they think it's healthier? But that's not really to do with technology, it's more cultural. Anyway, for part two I'm comparing two instant coffee companies, CoffeeNow and Shaffers, and I've made this table of products.
Anna: Right. Let's see ... so you've got the brand names, and prices and selling size, and descriptions. OK, the table looks good, you'll get marks for research there. Where will it go?
Leo: In the section on the marketing mix, under 'Product'.
Anna: Not in the appendix?
Leo: No.
Anna: OK, but it's too factual on its own, you need to add some comment in that section about the implications of the figures.
Leo: Right, I'll do that. Now I want to say that I think that Shaffers is more of a follower than a leader in the coffee industry. Now, I'm putting that in the section on market share. Does that seem OK?
Anna: Let's see ... so you've begun by explaining what market share is, that's important, but you've got to be careful how you give that opinion.
Leo: Do you think it should go in another section?
Anna: Well, it's fine where it is but you've got to back it up with some data or they'll say your report lacks weight.
Leo: OK. One thing I'm worried about is finding anything original to say.
Anna: Well, since this is your first marketing report, you're not expected to go out and do interviews and things to collect your own data, you're just using published data. So the analysis you do might not throw up anything that people didn't know before. But the focus is more on how you handle the data – I mean, you might take something like a graph of sales directly from a website, but what makes your work original is the perspective you provide by your interpretation of it.
Leo: Oh. You know, it's all so different from business studies assignments at school. It's really surprised me.
Anna: What, how much research you have to do?
Leo: I expected that. It's more ... I knew exactly what I had to do to get a good grade at school – and I knew I'd be expected to go more deeply into things here, but I haven't got information on how the lecturer is going to grade my work – what he's looking for.
[pause]
Anna: Well, one thing you have to remember is that in a marketing report you've got to have what they call an executive summary at the beginning. I forgot that and I got marked down.
Leo: Yeah, I've drafted it. I've got an overview.
Anna: Have you got something about the background there?
Leo: Yeah.
Anna: Good.
Leo: So I've just made a summary of the main points. I wasn't sure whether or not I should have my aims there.
Anna: No, that's too personal. The executive summary is just, like, what a manager would read to get a general idea of your report if he was in a hurry.
Leo: Right. Then I'm OK for the first main part, all of the macroenvironment stuff, but it's when I get onto the problems section ... I've listed all the problems that CoffeeNow and Shaffers are facing, but then what?
Anna: Well you have to prioritise, so indicate the main problems, and then you analyse each one by connecting it with a theory ... that's where your reading comes in.
Leo: OK.
Anna: Have you done your implementation section yet?
Leo: I've thought about it – so that's where I write about what could be done about the problems.
Anna: Yes, and it's got to be practical so don't forget to specify things like who would be involved, and the cost, and the order that things would be done in.
Leo: Right. Well that shouldn't take long.
Anna: You'd be surprised. Actually that's the bit that tends to get badly done because people run out of time. That and the conclusion ...
Leo: Any hints for that?
Anna: Well, it's got to draw out the main points from your report, so it's got to be quite general. You need to avoid introducing new stuff here, it's got to sum up what you've said earlier.
Leo: OK. Thanks Anna. That's been a big help.