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Answer Keys:
33 displays//products//displays and products
34 (hidden) TV cameras
35 recorder//recording
36 “Spaceman”
37 position//shelf//spot//place

Tapescripts:
Marketing Consultant:
Good morning. Welcome to this talk on Space Management. And today I’m going to look particularly at space management in the supermarket.
Now since the time supermarkets began, marketing consultants, like us, have been gathering information about customers’ shopping habits.
To date, various research methods have been used to help promote the sales of supermarket products. There is, for example, the simple and direct questionnaire
Examph
which provides information from customers about their views on displays and
Q33
products and then helps retailers make decisions about what to put where.
Another method to help managers understand just how shoppers go around
their stores are the hidden television cameras that film us as we shop and monitor
Q34
our physical movement around the supermarket aisles: where do we start, what do we buy last, what attracts us, etc.
More sophisticated techniques now include video surveillance and such devices as the eye movement recorder. This is a device which shoppers volunteer to wear
Q35
taped into a headband, and which traces their eye movements as they walk round the shop recording the most eye-catching areas of shelves and aisles.
But with today’s technology. Space Management is now a highly sophisticated method of manipulating the way we shop to ensure maximum profit. Supermarkets are able to invest millions of pounds in powerful computers which tell them what sells best and where.
Now, an example of this is Spaceman which is a computer program that helps
Q36
the retailer to decide which particular product sells best in which part of the store.
Now Spaceman works by receiving information from the electronic checkouts
(where customers pay) on how well a product is selling in a particular position.Spaceman then suggests the most profitable combination of an article and its
Q37
position in the store.

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Answer Keys:
28 law has changed//law changes//changes in
law
29 (powerful) computer programs
30 from home (computer)
31 hotels/hotel beds/rooms
32 hire cars

Tapescripts:
T: Mark why do you think revenue management has come about?
M: Well, as far as I can see there are two basic reasons: firstly because the law has been changed to allow the companies to do this. You see in the past they
Q28
didn't have the right to keep changing the prices of the tickets, and secondly we now have very powerful computer programs to do the calculations and so
Q29
the prices can be changed at a moment's notice.
S: So you mean ten minutes could be critical when you're buying a plane ticket?
M: Absolutely!
T: That's right!
M: And I understand we have almost reached the stage where these computer programs that the airlines are using will eventually be available to consumers to find the best deals for their travel plans from their home computer
Q30
S: Heavens! What a thought! So the travel agent could easily become a thing of the past if you could book your airline tickets from home. Are there any other industries using this system, or is it restricted to the airline business?
M: Many of the big hotel groups are doing it now. That's why the price of a bed
Q31
in a hotel can also vary so much... depending on when and where you book it
T: It's all a bit of a gamble really.
M: Yes, and hire car companies are also using revenue management to set their
Q32
tariffs, because they are also dealing with a "commodity" if you like... so the cost of hiring a car will depend on demand.
T: Well, thank you, Mark, for that overview... that was well researched. Now let's get on with your main topic for today?.

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