Benefits of Learning Foreign Languages in Export Business
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Questions and Answers

What has been the result of A&C Exports teaching its staff foreign languages?

  • Increased export sales by 40% (correct)
  • No change in export sales
  • Decreased export sales
  • Increased export sales by 20%

    • Why did A&C Exports find using an interpreter frustrating?

  • The interpreter was not fluent
  • The interpreter made many mistakes
  • A middleman can't establish relationships like a member of the company (correct)
  • The interpreter was too expensive

    • How did A&C Exports manage to double its sales to Germany?

  • By offering discounts
  • By improving product quality
  • By responding to customer complaints
  • By choosing the right color for packaging (correct)

    • What was the initial method A&C Exports used when targeting Italy?

    <p>Using an interpreter</p> Signup and view all the answers

    What product does A&C Exports deal with according to the text?

    <p>Potatoes</p> Signup and view all the answers

    What was one of the key factors in A&C Exports' success?

    <p>Improving foreign language skills</p> Signup and view all the answers

    What language skill improvement did A&C Exports first focus on?

    <p>Italian</p> Signup and view all the answers

    How did A&C Exports initially handle communication when targeting Italy?

    <p>By using an interpreter</p> Signup and view all the answers

    What was the attitude of A&C Exports' staff towards using an interpreter?

    <p>They found it very frustrating</p> Signup and view all the answers

    What languages can A&C Exports' staff handle simple telephone enquiries in now?

    <p>French, Spanish, and Italian</p> Signup and view all the answers

    What does A&C think about cultural differences?

    <p>They are irrelevant.</p> Signup and view all the answers

    Who was at the centre of the changes in the company?

    <p>One person.</p> Signup and view all the answers

    Was Karen a fluent Italian speaker?

    <p>No, she was still learning.</p> Signup and view all the answers

    How does Karen maximize her language learning?

    <p>By watching videos and reading various materials in Italian.</p> Signup and view all the answers

    How did customers react when Karen first tried to communicate in Italian?

    <p>They were delighted.</p> Signup and view all the answers

    What effect has Karen's work had on the staff?

    <p>All levels of staff can handle simple telephone inquiries in French, Spanish, and Italian.</p> Signup and view all the answers

    What is Karen Burdett's role at A&C?

    <p>Language specialist</p> Signup and view all the answers

    For how long has Karen Burdett been working at A&C?

    <p>Eighteen months</p> Signup and view all the answers

    Which languages did Karen Burdett speak fluently when she was appointed?

    <p>Spanish and French</p> Signup and view all the answers

    How did Karen Burdett improve her Italian in the four weeks before her new post?

    <p>By listening to Italian while doing various activities</p> Signup and view all the answers

    What was Karen Burdett's reward from her first phone call to Italy?

    <p>Establishing a strong relationship with clients</p> Signup and view all the answers

    How did the clients react when Karen Burdett explained her Italian was not perfect?

    <p>They were delighted</p> Signup and view all the answers

    Study Notes

    A&C Exports' Success

    • A&C Exports, a small company, successfully exported potatoes to Italy after teaching its staff to speak foreign languages.
    • The company's annual export sales rose by 40% due to improved foreign language skills.

    Challenges with Interpreters

    • Initially, A&C Exports used an interpreter to target Italy, but this was frustrating.
    • A middleman, no matter how fluent, cannot establish relationships like a committed company member.

    Cultural Requirements

    • A&C Exports takes great care to respond to cultural requirements of its customers.
    • For example, the company chooses the right color for packaging, which doubled sales to Germany.

    Karen Burdett: Key to Success

    • Karen Burdett, a language specialist, joined A&C Exports 18 months ago and is the key to the firm's export success.
    • Before taking up her new post, Burdett improved her Italian language skills by listening to Italian media, watching videos, and reading Italian texts.

    Effective Language Learning

    • Karen Burdett's approach to learning Italian was effective, as she asked clients to be patient with her if she made mistakes.
    • Her clients were delighted, and a strong relationship was established.

    Importance of Language Skills

    • Staff at all levels can now handle simple telephone enquiries in French, Spanish, and Italian.
    • Improving language skills has contributed to the company's export success.

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    Description

    Learn how A&C Exports increased its annual export sales by 40% after teaching its staff to speak foreign languages, improving business relationships and sales in Italy.

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