1. Spot dictation:
23.
Well, they are called loyalty card because you get these _____ by shopping in the same shop. So you probably keep __________ the same store, which is a good news for that store. And our research shows that the ________ of our ________ think the cards have been _________ for _________.

24.
What happens is every time you use your card, it lets the ___________ know who you are, where you live and what you buy.

25.
We ______ attract more businesses by __________ our ______. And we set up _______ businesses, but a _________ is to _______ specific needs and do things like ________ sections, aimed at people who work long hours and can’t get to the shops.

26.
When we identify shoppers’ tastes, we want to target them with specific offers of our goods that are relevant to them.

27.
By mail shot. It sounds a bit hidden myth. But the old days of sending out 5,000,000 pieces, that’s what we call the leaflets and expecting a very low response rates, such as 0.5% ________. Also, __________, they were only sent when there were sales or _____ occasion. _________, we do _______ mailings but get a ______ response rate and the secret is knowing what people are most likely to be interested in.

28.
Well, despite everything I’ve said. The truth is that we don’t get the __________ the data we gathered. We’re ___________, really. We have records of what our customers usually buy and have overall picture of how each story is operating, ____ we still need to learn more about how to _____ shoppers and to _____________ related products, not just things they need.

29
The technology is not cheap, and that makes everybody think twice about it. But _____________ is there are __________ people know how to use the data __________. We need to send more of our staff ________ to _____- how to do this…….

30.
I understand that some people are concerned about _______________. They worried about this because companies will have ________________ about their lives.
Yes. And I can understand their concern.

Supplementary Exercise Eight

1. Spot dictation:
23.
Well, I was. I was working for a ____________ in their ______ department but Ted was still working for a marketing firm in London.

24.
To put it mildly. He thought ________, actually!
Well, it just seemed a bit _____ doing something very _________ in a country I didn’t know much about.

25.
And how did you get started-in _________ terms, I mean?
Well, we both had ________________ we could invest, which was just as well because the banks wouldn’t ______ us-and our families ________ put any money in.

26.
How soon did production start?
Our ______ was _____________, which we did in New York, then in Europe, especially Germany.

27.

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