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Title: Market Leader is a multi· level business English course for businesspeople and students of business English.
Description: Market Leader is a multi· level business English course for businesspeople and students of business English. It has been developed in association with the Financial Times, one of the leading sources of business information in the world. It consists of 12 units based on topics of great interest to everyone involved in international business.
Description: Market Leader is a multi· level business English course for businesspeople and students of business English. It has been developed in association with the Financial Times, one of the leading sources of business information in the world. It consists of 12 units based on topics of great interest to everyone involved in international business.
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i
3rd Edition
Intermediate
Business English Course Book
David Cotton
David Falvey
,I,
=
PEARSON
-
Longman
FT
FINANCIAL
TIMES
Simon Kent
DISCUSSION
U N IT 1
BRANDS
C)
C)
LANGUAGE WORK
SKILLS
Talk about your
listening: An interview
Words thaI go with
Taking part in
favourite brands
with a brand manager
brand
...
It has been developed in association with the Financial Times, one of the leading sources of
business information in the world
...
This third edition of the Intermediate level features completely updated content and a significantly
enhanced range of authentic resource material, reflecting the latest trends in the business world
...
If you are a student of business, the course will develop the
communication skills you need to succeed in business and will enlarge your knowledge of the
business world
...
The authors
David Falvey (left) has over 25 years' teaching and managerial experience in the UK, japan and Hong
Kong
...
David Cotton (centre) has over 40 years' experience teaching and training in EFL, ESP and English for
Business, and is the author of numerous business English titles, including Agenda, World of Business,
International Business Topics and Keys to Management
...
He was until recently a Senior Lecturer at London Metropolitan University
...
He is currently a Senior Lecturer in business
and general English, as well as having special responsibility for designing new courses at London
Metropolitan U niversity
...
VOCABU LARY
READI NG
LISTE NING
LANGUAGE REVIEW
SKI LLS
CASE STUDY
WORKING ACROSS
CULTURES
REVISION U N ITS
You will learn important new words and phrases which you can use when you carry
out the tasks in the unit
...
A good business dictionary, such as the Longman Business English Dictionary,
will also help you to increase your business vocabulary
...
You will develop your reading skills and
learn essential business vocabulary
...
You will hear authentic interviews with businesspeople and a variety of scripted
recordings
...
You can also watch the interviews on the OVO-ROM
...
You will
become more accurate in your use of language
...
You will develop essential business communication skills, such as making
presentations, taking part in meetings, negotiating, telephoning, and using English
in social situations
...
The Case studies are linked to the business topics of each unit
...
They give you the opportunity to practise your speaking skills in realistic business
situations
...
After you've finished the Case
study, you can watch a consultant discussing the issues it raises on the OVO-ROM
...
They help to raise your awareness of potential problems or misunderstandings
that may arise when doing business with people from different cultures
...
Each revision unit is designed so that it can be completed in one session
or on a unit-by-unit basis
...
List some of your favourite brands
...
1
Do you / Would you buy any of the following brands? Why? / Why not?
Coca-Cola
Ikea
Microsoft
Tesco
Chanel
IBM
General Electric
Virgin
Nokia
Kellogg's
Toyota
Intel
Samsung
Ford
McDonald's
Mercedes-Benz
Disney
Marlboro
China Mobile
2
Which of the brands above do you think feature in the top-ten Interbrand list in both
1999 and 2007? (Check your answer on page 134
...
What image and qualities does each
one have? Use these words and phrases to help you
...
when you buy jeans,
do you always buy Levi's? Why do people buy brands?
Why do you think some people dislike brands?
�)>> CDl
...
What reasons does each
person give for liking or disliking brands? Which person do you agree with?
UNIT 1 •• BRANDS
B
Brand
management
Match these word partnerships to their meanings_
1
�
loyalty
2
image
a) the title given to a product by the company that makes it
b) using an existing name on another type of product
3
stretching
c) the ideas and beliefs people have about a brand
4
awareness
d) the tendency to always buy a particular brand
5
name
e) how familiar people are with a brand (or its logo and slogan)
6
launch
f) the set of products made by a company
7
lifecycle
g) the use of a well-known person to advertise products
8
range
h) when products are used in films or TV programmes
9
placement
i) the introduction of a product to the market
10 endorsement
11 leader
N
D
n) information about what consumers want or need
15 segment
A
m) the best-selling product or brand in a market
14 challenger
R
I) customers of a similar age, income level or social group
13 share
B
k) the percentage of sales a company has
12 research
I!I
j) the length of time people continue to buy a product
0) the second best-selling product or brand in a market
Complete these sentences with word partnerships from Exercise A_
1
No one recognises our logo or slogan
...
�t
...
4
...
0�?J
...
2
3
R
O
D
U
C
T
A fashion designer who launches his o r her own perfume is an example of
4
P
Consumers who always buy Sony when they need a new TV are showing
...
of Mercedes-Benz is such that its products are seen as safe, reliable,
luxurious, well made and expensive
...
6 A
...
7
Tesco's wide
...
8 The use of Aston Martin cars and Sony computers in James Bond films are examples
of
...
M
A
R
K
E
T
9
Microsoft is the
...
10 In countries with ageing populations, the over·60s age group is becoming an
increasingly important
...
11 Pepsi is the
...
12 Focus groups and consumer surveys are ways of conducting
...
V
How can companies create brand loyalty?
3
�
What are the advantages and disadvantages for companies of prlJduct endorsements?
2
See the OVO-ROM
for the i-Glossary
...
5
What other market segments can you identify (e
...
young singles)
...
BRANDS
Successful
brands
m
�)>> CD1
...
listen to the first part of the interview and tick the points that he makes
...
1 helps people to become familiar with a product
...
3
increases the sales of a product or service
...
III
II
Chris Cleaver
Watch the
interview on
the OVO-ROM
...
3 listen to the second part of the interview and answer the question
...
4 listen to the final part
...
m
What is the brand image of Dior?
III
Skim the article on the opposite page quickly and say which of the following
points are mentioned:
What is the main function of a brand?
company helped Nokia?
1
2
Investing in markets that may take some time to grow
3
People are ready to pay a lot of money for very high·quality things because
they are beautiful
...
Then correct the
ten mistakes
...
values of a historic
need for expansion
of shareholders
balances
good times
gel out of office
bad times
- time on
organisation
assistant
Bernard
Arnault
creative types
/ \
wear - de Castellane
6
ca\culator
iewellery
Galliano
newness
8
whal happens next
people from different
countries
UNIT 1 •• BRANDS
Restless pursuer of luxury's future
by Vanessa
5
10
Friedman
Sydney Toledano
(Dior's
Chief
Executive) is one of (he longest
serving chief executives In the
luxury industry
...
the need
for exclusivity and the need for
expansion
...
main shareholder of Christian Dior,
and a number of creative lypes,
including Dior's clothes designer
15 John Galliano and jewellery designer
Vicwire de Castellanc
...
' You have to
look for newness, look for what is
happening next
...
Understand the people from different
countries and what they want
...
for example, when he
worked
3S
40
45
50
55
60
65
realised China would one day be
prime territory for luxury
...
'And I thought: one day these
people are going 10 have money
and they are going to spend i t
...
Bernard
him
...
He
knew exactly what he wanted
...
Mr Arnalilt has used
Dior to create LVMH (Louis Vuiuon
Moet Hennessy, the world's largest
luxury group)
...
'There may
be difficult timcs coming, but if YOll
look at the Middle East, China, even
Europe
...
and we have to develop our
network and perfect our supply chain
...
Hong Kong and South Korea
...
next wave
...
...
Present simple
and present
continuous
•
•
•
•
We use the present simple to give factual information, for example about
company activities
...
Dior Homme targets the male consumer
...
Toledano routinely communicates with his demanding boss
...
We use the present continuous to talk about ongoing situations and projects
...
We use the present continuous to talk about temporary situations
...
� Grammar reference page 146
iii
Which of the time expressions below do we usually use with the present
simple? Which do we usually use with the present continuous? Which are
used with both?
usually
every day
now
nowadays
once a month
currently
at the moment
III
this year
often
these days
six months ago
Complete these sentences with the present simple or the present continuous
form of the verbs in brackets
...
(work) with brand owners to remove fake items
...
now (spend) $20m a year analysing suspicious sales
...
(seli) its products through authentic Louis Vuitton
boutiques
...
(negotiate) with Hubert de Givenchy
...
(launch) important new products this year
...
(have) a BlackBerry
...
The Google brand
...
According to the Millward Brown Brandz
report, it
...
In fact, the IT field
' (operate) websites
...
...
...
and
...
always
...
7 (see) Google as
q uite trustworthy
...
8 (begin) to recognise that brands are amongst their most
valuable assets
...
9 (become) ever more powerful
in driving business growth
...
" (generate) superior returns and
protect businesses from risk
...
" (hold) the top position, but it
has to keep innovating if it wants to remain number one
...
" (grow) steadily, too
...
5 Four marketing executives at a sports sponsorship agency are
talking about finding a new sponsor for their client, a well-known media
company, Listen to the conversation and answer the q uestions,
1
Why does the client want to change the sport they sponsor?
2
Which four sports do the executives consider?
3
Which sport does Mario suggest? Why does he suggest it?
4
Il
••
What must David do before he contacts Larry Harrington's agent?
�)>> CD1
...
Joy
'
Well, there are several possibilities,
...
exciting sport, it's very popular in America and in a lot of European countries
...
that's a possibility
...
...
It's not really an international sport, is it? Not in the same way
as baseball, for example
...
tennis
...
- baseball's got a lot more international appeal
...
I don't know about tennis - I'm not sure it would be suitable
...
�?
...
It's fast
...
and
the TV coverage of Formula One races is excellent
...
That's a great idea
...
7 get in touch with Larry Harrington's agency
and see if he's interested? Harrington's young
...
They're a perfect match
...
Which of the phrases in Exercise B are:
asking for opinions?
3 agreeing or disagreeing?
2
I!J
1
giving opinions?
4
making suggestions?
Role-play this situation
...
USA
...
it launched a line
of jewellery with the brand name ·Cecile·
...
Unfortunately
...
Three directors of the company meet to discuss how to improve sales
...
Student B: Turn to page 140
...
USEFUL LANGUAGE
ASKING FOR
OPINIONS
GIVING OPINIONS
AGREEING
DISAGREEING
MAKING
SUGGESTIONS
How do you feel
about that?
I think /1 don't think
that's a good idea
...
What do you think?
I n my opinion
...
Absolutely
...
but I think
there's a problem
...
Exactly
...
too
...
How about a special
promotion?
Maybe
...
Why don't we talk to
the big stores?
Maybe / Perhaps
we could offer
incentives
...
I t m ust decide how to protect its brand and
create new markets for its products
...
It is a well-known brand name in the
USA
...
Hudson emphasises in its advertising that its
products are 'made in America'
...
One reason for this has been the increased
competition from Asian companies selling similar
products at much lower prices
...
Which of the findings do you think may have
contributed to the company's lower market share
in its home market?
Do you think Hudson's
luggage and bags are:
% of people
A year ago, the management decided to boost
sales by entering the European market, focusing
initially on Switzerland, Germany, France and
Italy
...
expensive?
72
exclusive?
56
value for money?
48
good quality?
82
old-fashioned?
68
What problems do you think Hudson will face
on entering the European market? Make a list
of your ideas
...
6 Four of Hudson's
American managers are
talking about the problems
they could face in Europe
...
ARKETING STRATEGIE
FOR EUROPE - OPTIONS
Reposition the brand
Hire a top designer
Sell Hudson suitcases and bags at medium price
ranges
...
g
...
Do not promote the products as 'Made in America'
...
Employ a top designer to produce a new range
of smaller suitcases and shoulder bags aimed at
businesspeople travelling in Europe and at rich,
younger, fashion-conscious buyers
...
Develop the Hudson brand
Sell a wider range of products under the Hudson
label, e
...
trolley-backpacks, document cases,
briefcases, name-card holders, shoulder bags for
men and women
...
Promote the Hudson products as an exclusive
brand and keep the 'Made in America' tag
...
Use product
placement in films and television to support the
brand
...
Two
well-known French film stars have shown interest
in endorsing a new range
...
Make an agreement with the Swiss
manufacturers of these top-of-the-range products
...
1
Work in small groups as d irectors of the Hudson Corporation
...
Consider the advantages and
disadvantages of each option listed above
...
2
Meet as one group and decide which two marketing
strategies you will use to develop sales in European markets
...
Writing
As the CEO of Hudson Corporation, write an
e-mail to the head of European Marketing
Associates, David Wright, summarising the
actions you agreed to take at your meeting,
with your reasons
...
C) Writing file page 127
o
13
STARTING U P
Ii!
Discuss these questions with a partner
...
I comfort
safety
reliability
price
speed
Does the order of priorities change for different types of travel?
m
Choose the correct words from the box to complete the following list of
things which irritate people when flying
...
6
2
lost or delayed
...
3
long
...
Iag
4 poor quality
...
and drink
...
delays for security
...
1:1
m
14
�)>> CD1
...
Tick the problems in Exercise B that they mention
...
VOCABULARY
British and
American
English
m
Match the words and phrases which have the same meaning_ For each pair,
decide which is British English and which is American English_
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Il
subway
city centre
carry-on baggage
one way
return
freeway
rest room
elevator
coach class
timetable
car park
queue
check
reservation
ground floor
a)
b)
c)
d)
e)
f)
g)
h)
i)
D
k)
I)
m)
n)
0)
line
lift
public toilet
schedule
economy class
single
first floor
bill
booking
round trip
downtown
motorway
underground
hand luggage
parking lot
Work i n pairs_ Use the American English words or phrases from Exercise A
to complete this text
...
First of all, there
was a delay on the way to the airport, as there was an accident on the f��� ��y I
...
'was flooded
...
1
...
...
...
When we arrived, the
...
After a long time trying to figure out
the
...
' and waiting in
...
and found the hotel
...
8 and, would you
believe it, the
...
...
A
W
II
...
...
...
...
8 Listen to the recording and check your answers to Exercise B_
15
UNIT 2
••
TRAVEL
_Mniiili�
�)>> (01
...
Listen to
the first part and tick which of the following he mentions
...
10 Listen to the second part and complete the notes on the ways
hotels are adding value to their guests' stay
...
I on a daily basis
Membership to the
...
A shuttle service to:
a)the
...
> in which the client works
B
Watch the
interview on
the OVO-ROM
...
11 Listen to the third part and summarise the future developments in
m
In groups, discuss what is important for you when staying in a hotel, for
either work or pleasure
...
Complete the table below for your article
...
)
the business travel market that Sholto mentions
...
Student B: Read the article on page 134
...
Edmond Moutran, the 63-year-old
5
Chairman
and Chief Executive
of Memac Ogilvy & Mather, the
advertising
multinational
and
communications company, should
know
...
ive
10 reckons he spends 60% of his
working week in the air
...
I also spend one week in each
15 of Cairo, Jordan, Jeddah, Riyadh,
Kuwait, Tunis and Algeria
...
'
He says his choice of airline is
dictated by convenience, but his
preference is for Middle East Airlines
and its 'new aircraft and equipment,
and well-trained, fresh and energetic
staff'
...
He always travels with his wife
...
He also uses business
class
...
He uses airline lounges
...
Airlines that spend millions
on decor and have uncomfortable
chairs really need to look at
themselves
...
'Staff
take your boarding pass
...
45 The airline saves me abollt an hour o f
standing i n line
...
You don't really get this extra
special treatment on other airlines
...
'
So what annoys him most about
Hying? 'The attitude of crew and
staff sometimes,' he says
...
I also dislike the casual
attitude of ground staff
...
'
Mr Moutran says that problems with
60
ground staff are one of the reasons he
hales (ravelling to the US
...
He also doesn't like
65
the lack of openness shown by airlines
when there are problems and delays
...
Compare the attitudes of
the two travellers
...
1
Peak travel happens
a) a change to a better seat or level of service
...
3
Frequent-flyer points are
c) a card you must show in order to get on a plane
...
S A lounge is
e) awarded by airlines to reward customer loyalty
...
7 Ground staff are
D
g) you go to desk at a hotel/airport to say you have arrived
...
I don't always pay a lot of money and I try to avoid
...
' and usually gel an
...
I am met by helpfu i
...
Then they take me to the
...
)
to first class
...
They take my
...
...
17
UNIT 2
••
TRAVEL
LANGUAGE REVIEW
We can use different language forms to talk about the future
...
My col/eague and I are going to attend our Chairman's wedding in Seattle next month
...
We use will or '/I to talk about something we have decided to do at the time of
speaking
...
I'll call the travel agent to cancel the flights
...
I'm travelling from Australia to Europe in September
...
The flight/eaves Ho Chi Minh City at 11 :30 on Tuesday
...
c:) Grammar reference page 146
EI
Complete each dialogue with the correct form of going to or will
...
book the Emory Centre in Atlanta
...
B
3 A
OK, you look in your bag, and I
...
What are you planning to do in Tokyo?
B We
...
4 A I'm afraid the flight's been cancelled
...
I
...
I think it leaves at nine
...
B
Il
OK, I
...
Choose the correct tense (present continuous or present simple) to complete
the sentences
...
2
According to the timetable, the coach deports / is deporting from Victoria at 8:00,
reaches Lille at 12:30 and arrives in Paris at 13:30
...
II
In pairs, take turns to complete the sentences below
...
1
The flight's delayed, so
...
I
...
The flight
...
I
...
I
...
7 It's all arranged, we
8 Next week,
...
UNIT 2
SKILLS
Telephoning:
making
arrangements
••
TRAVEL
III
�)>> CD1
...
13 Jennifer North, Sales Director at Madison i n New York, makes
[]
�)>> CD1
...
two telephone calls to Cristina Verdi, a fashion buyer in london
...
Jennifer
...
...
I want to tell you about
our new collection
...
What
...
...
...
...
' ? I'm fairly free next
...
Jennifer
...
Let
...
Yes, that'd be
no problem at all
...
II
...
13 listen to the second call again and complete this extract
...
I'm putting you through
...
' or can I put you through to her
voicemail?
Jennifer
Would you be able to take a message for me, please? I'm in a bit of a hurry
...
Jennifer
...
m
...
My plane was delayed, and I've got to reschedule my
appointments
...
...
tomorrow,
...
...
...
...
...
...
What's the number?
Jennifer
m
II's
...
1
Student A, you are a company employee who has arranged to meet Student B,
a cOlleague from one of your subsidiaries
...
Suggest an alternative day
...
Your hotel is full
...
Talk to the representative, Student A,
to arrange a different flight and a night at another hotel
...
This is / My name's
Karin Nordby
...
Karin Nordby
speaking
...
Could I have the
sales department,
please?
Is 9:30 convenient/
OK?
I'm calling about
...
That's fine/OK for me
...
No problem
...
So, I'll see you
on the 8th
...
Goodbye
...
/ OK, then
...
CHANGING
ARRANGEMENTS
I'm afraid I can't come
on Friday
...
I'm sorry, I can't make
it on Tuesday
...
We've got an
appointment for ten
o'clock, but I'm afraid
something's come up
...
Background
Business Travel Services (BTS) is based in Philadelphia, USA
...
Recently, NeoTech's senior
executives have had problems when they have been on business trips organised by BTS
...
We are highly experienced in handling
the requirements of teday's business traveller
...
What we do
Our travel consultants work to produce top value
fares and the best itineraries to suit the needs
of your staff
...
We offer: F lig
hts Hotel bookin
gs, Car rental, Conference bookings, Insurance
-
...
NeoTech's Head ofTravel phones BTS's Account
Manager to change the time of the meeting
...
The Head ofTravel suggests
meeting in two weeks' time on a Wednesday
...
role-play the telephone conversation to
set up the meeting
...
Turn to page
1 3 5 to read the information in your diary and check
when you are available for a meeting
...
He / She suggests
an alternative day and time
...
Student B:
You are the Account Manager for BTS
...
Stage 3
Following a request from BTS's Account Manager,
NeoTech's Head of Travel sends summaries of four
problems which senior executives at NeoTech had
during recent business trips (see page 21)
...
Last Thursday, I checked
and
me I had been upgraded
The receptionist told
stayed there
16'" floor
...
The 'upgraded'
Also, there
was very bad
...
was a group of noisy
Three 1110l1ths ago
I travel led to Atl
...
Two
pieces
of Ju ggaoe didn',
o
�rrl v e
...
'
loss t0 Ile aJrllll e
...
em to me Some
I t
week
h
r I
e cOll l� n'l find
'
� l fi YO l
1
Ihe bags and aS ke
,
I
dldn l hea� from
Ihem 1'01 another
monlh, Ihen Ihey aske
d m� I0 send receip
...
I didn 't h ave
0
receipts for the lost
items
...
It's Ihree months
I ater, and sl l l i no news
...
...
The alrlme has recen
tly
merged with anolhe
,
r company and I
...
Can
of
'
you help?
�:� � : � � :�� �� �� �
bette r
...
The coffe e machi
and the desk was too
machi ne was out of order
e actio n,
receptionist to get som
small
...
busy to do anyth·
but she seem ed too
can
up to standa rd
...
entGtI Ftob lem
The rental office at the airport couldn' t give me the car I
had
reserved
...
Inslead, they offered me a choice:
•
•
a smaller car, which was uncomfortable �U1d had a small
a bigger car for an extra $20 a day
...
His attitude was 'take i l or leave it
...
'
When Ihe company billed me, I ended up paying $490 for
Ihe car
...
One of you is BTS's Account
Manager, the other three are travel consultants who work
with the Account Manager
...
2 Each person summarises the problem for h i s / h e r
colleagues, and answers any
q u esti on s they may have
...
t all the
sen
Helsinki because the airl ine
night
...
I had
when they
The hotel
senger
...
sengers pay for their r�om
made all pas
SIX hours
to walt
The next morning, we had
W
...
They said the
k we should be
'beyond their control'
...
compensated for all the
I wa s on
As the Account Manager for BTS, write
an e-mail to NeoTech's Head of Travel,
apologising for the inconvenience
...
c::l Writing file page 127
What can 8T5 do to help to solve the problem?
What is the best solution for each executive? What,
i f anything, should he/she hope to get from the
company concerned?
Watch the Case study
commentary on the �
OVO-ROM_
W
21
STARTING U P
EI
Which of these situations would you find the most difficult to deal with?
1
Moving house
5
2
Losing a pet
6 A new boss
3
Moving to another country
7
4 Changing your job
Driving abroad
Getting married (again!)
8 New neighbours
Il
What has been the most significant change in your life so far?
B
Which of these business situations would worry you most? Why?
1
You find out that your company will be merging with another company
...
3
You keep your job after a merger, but you have to take a salary cut
...
5
You are asked to relocate to a foreign country
...
7 You have to move from your own office to a large, open-plan office
...
9 You have to decide who to make redundant in your new department after a merger
...
UNIT 3
Describing
change
B
••
CHANGE
Write the verbs from the box under the correct prefix to make words
connected with change_ Use a good dictionary to help you_ Some of the
words can be used with more than one prefix_
assess
locate
down-
centralise
date
develop
grade
launch
-etgaflise-
regulate
size
structure
train
de-
up-
reor9Qn ire
D
Complete these sentences with the correct form of the verbs from the box
in Exercise A_ Use a good dictionary to help you_
1
Following the merger, the office layout was
...
e
...
rg " o
...
',, 4
...
2
The most successful change in our company was the decision to
company
...
...
their operations to purpose-built business parks at the city limits
...
its workforce
...
S
To improve efficiency, the company has introduced new working p ractices
...
...
6
One of our products hasn't been selling well recently
...
it next year with new packaging
...
the computer
system as soon as possible
...
She wants to
...
9
The company has finalised the plans to
...
It is
going to become a fitness centre for employees
...
We need to
...
...
the
industry and remove controls, so customers can benefit from increased competition
...
...
II
See the OVO-ROM
for the i-Glossory
...
EXAMPLE:
the office layout was reorganised
23
UNIT 3 •• CHANGE
Mercedes star twinkles once more
by Richard Milne
The Mercedes star is gleaming again
...
'Mercedes
should
not
make
10 losses
...
'But we have great results now
and we are starting to change (he
culture in many ways
...
Execlitives
at its bigger-selling rival BMW look
enviously at its 9
...
4 per cent it made i n the fourth
quarter - compared with BMW's 5
...
Much of that turnaround is due
30 to Mr Zetsche, famous for his
walrus moustache
...
shining star
m
one of the most successful with i t ,
using h i s operational experience a t
Mercedes t o help h i m a t Daimler
...
He is also keen to stress that
4{) Mercedes has a team approach
...
That broke the pattern of
45 Mercedes providing a job for l i fe
to workers
...
Mr Zetsche
says: 'Productivity gains don't get
you anything if you don't reduce
50 personnel
...
' Mercedes
is building cars that people want
to buy again and, for once, they
even look better than BMWs,' says
one London-based analyst
...
But the company, for now, is
choosing to highlight the launch of
20 fuel-efficient models this year
...
11 has
also restored lustre to Mr Zetsche's
star, which was tarnished by the poor
performance of Chrysler, the US car
maker that was owned by Daimler
...
2
In
2002, Mercedes' losses were its first for three decades
...
4 Dieter Zetsche is the boss of Mercedes and Daimler
...
e
...
a) executive
1 luxury
2
chief
b) models
3
parent
c) effect
4 fourth
d) company
5
e) brand
management
6 fuel-efficient
f) style
7 team
g) approach
8 dramatic
h) quarter
Now check your answers in the article
...
What other actions would you have taken
at M ercedes?
a
�I» CO 1
...
listen to the first part of the
i nterview and complete the gaps
...
...
...
', and how will they know they've
...
...
' and not something which is being done
6
Il
Anne Deering
Watch the
interview on
the OVO-ROM
...
15 listen to the second part
...
16 listen to the final part, where Anne talks about Nokia·Siemens
businesses face when going through change?
Networks, and answer the questions
...
In 2002, Mercedes suffered a dramatic fall
...
We use the present perfect for actions linking the present to a point in the past
...
=:l
I'J
Grammar reference page 147
Which of the following expressions are used with the past simple and which
are used with the present perfect? Which are used with both?
in 2010
yet
yesterday
ever
recently
m
since 2009
this week
last year
six months ago
Complete this short business brief about Vietnam using the past simple or
the present perfect forms of the verbs in brackets
...
' (go) through many changes in its history and
...
It is currently experiencing an economic boom
...
' (introduce) economic reforms or doi moi (doi meaning
change and moi new)
...
' (permit) the setting up of free market
enterprises and
...
However,
agriculture remains the most important part of the economy
...
'
(recently/become) the second largest producer of rice in the world after Thailand
...
' (show) dramatic improvement and expansion as well
...
' (declare) 58% of t h e population t o b e living in poverty
...
Vietnam
...
It
...
The effects of this new·found prosperity can
be seen everywhere
...
n
(appear) i n major cities, while streets
once filled with bicycles are now overflowing with locally produced Japanese, Korean
and Chinese motorbikes and cars
...
Hoi An
...
" (change) little over the years
...
What were the reasons in each case?
m
Managing
meetings
Tal k about recent changes that have happened in your town, company
or country
...
17 Four managers are discussing their company's policy about
smoking
...
1
Why are some people not happy wilh the behaviour of the staff who smoke?
2
What is Eduardo's solution to Ihe problem?
3
Why does Mitsuko object to Eduardo's proposal?
4 What proposal does William make?
5
26
Do the managers reach a decision about the smoking policy?
UNIT 3
Ii
••
CHANGE
�)>> CDl
...
USEFUL LANGUAGE
DEALING WITH INTERRUPTIONS
Right, can we start, please?
SLOWING DOWN
Could you let him finish, please?
STARTING
OK, let's get down to business
...
Could you just hang on a moment,
please?
SEITING OBJECTIVES
The purpose of this meeting is
...
I'm not sure that's relevant
...
Perhaps we could get back to
the point
...
?
SUMMARISING
OK, let's go over what we've agreed
...
...
Can we come back to that?
m
You are managers of a retail fashion chain called Young Scene, with stores
i n most major European cities, You are holding your regular management
meeting
...
A different person should chair each item
...
Unfortunately, while the new system
is popular wilh staH, it has led to many
complaints from customers about sales
staff 'lighting' over customers in order to
secure sales and therefore bonuses
...
This is causing delays
and causing Irustration for both staff
and customers
...
There has been a number
of complaints from customers Ihat they lind
the guards intimidating
...
What can be done about this issue?
4 Carbon footprint
In line with its philosophy as a 'green'
company, it has been suggested that
Young Scene should be reducing its
carbon footprint, meaning that air travel
should be kept to a minimum
...
Outside Europe, they would
use economy class or budget air travel
only
...
One suggestion is to cut this to 1 0%,
or stop this completely and introduce a
compulsory company uniform
...
It has been suggested that
this meeting be held affer hours in future
to maximise opening hours
...
M a i n a ctivities
Reasons fo r D e c ke r's a c q u isition
Decker will expand its presence i n a dynamic new
market, China
...
Recent d evelo p m ents
Decker has recently merged with a Hong
Kong-based media company, Asia
Entertainment
...
2 It will use Asia Entertainment for further expansion into
Asian markets such as Singapore, Malaysia and Vietnam
...
However, there may be probLems when a different
styLe of management, the 'Australian way of doing things',
is introduced into the Asian company
...
A graduate from the Harvard SchooL of Business,
Scott Henderson has a reputation for being a strong Leader
who is not afraid to take difficult decisions
...
UNIT 3
••
CHANGE
�$ C01
...
Entertainment
...
Problems
is now a year l ate r
...
The e·mail on the right illustrates some
of the difficulties
...
I'm worried about the high staff turnover and low
morale
...
1
Re-applying for positions
The management has asked all employees to re-apply for their jobs
...
People do not want to compete against each other for jobs
...
Employees in HR and Sales feel particularly threatened
...
3
C o m pe nsati on
Staff are already being made redundant
...
They
are also receiving no help to find new jobs
...
5
Management style
These are typical comments made by staff
...
They want an informal atmosphere, but we don't want to use first names - we're not
used to that
...
The new manager's Australian, she's changed
most of the dishes
...
There are too many
dairy products and not enough fresh vegetables and fish
...
There are not many
Chinese in senior positions - everyone's complaining about it
...
We don't know where the company is going and what
our strategy is
...
We feel we're lOSing our Chinese identity
...
Our new managers are only interested in results
...
2
1 Work in two groups
...
The agenda is as follows:
•
•
Scott Henderson
Background:
why
are staff resisting the changes?
What mistakes is the new m a n age m e n t m aki n g if any?
,
Group B: senior executives from Asia
Entertainment who have kept their jobs
following the merger
...
•
•
What practical action(s) can be taken to improve
the situation?
What can be learned from this experience? How can the
company manage change more effectively in the futu re?
Writing
Watch the Case study
Write the action minutes for the above meeting
...
Writing file page 129
�
W
29
1
Socialising
o �I» C01
...
1 What do Antonio Silva and james Whitfield
say when they first meet each other?
2
Complete the chart with information from
the conversation
...
If you're listening to spoken English
...
Rank them in order of the ones you
prefer (1 = best strategy, 6 = worst strategy)
...
Listen to English radio on the I nternet
...
If you were meeting a group of business
people for the first time in a social setting,
e
...
in the bar of a hotel or the restaurant
at a conference, what subjects would you
discuss in the first half hour?
e �I» C01
...
They are attending a conference i n
Seattle, USA, o n management software
systems
...
Answer the questions
...
20 Listen to the second part of the
conversation and answer the questions
1
Who is:
a) a senior official?
b) a director?
c) a managing director?
Check that you understand by saying things like
'Are you saying
...
Interrupt and ask questions to slow the
speaker down
...
e �I» CD1
...
james
Let me do the introductions
...
1 for New
Era
...
He's a
...
...
II
...
I'm Klaus Liebermann, t'm a
colleague of James's
...
6
of New Era's
...
She's
a director of an engineering company
...
What is said about each one?
You are all attending a conference on customer care at a large hotel in New York
...
You must introduce yourself and
have a conversation
...
1 Work in groups
...
•
•
•
•
•
•
•
•
2
Manager of a five· star hotel
3 When you are ready, meet the other
members of your group and practise
your social English
...
Make notes of your
answers
...
)
1
VOCABULARY
Brands
Complete the text with the correct words
...
It focuses mainly on
...
,2
in exclusive confectionery
...
...
...
has declined by almost 25%
...
First, supermarkets in the region are now selling sweets of similar quality at much lower
...
prices, so more and more consumers say that Topalino is no longer
The economic downturn has naturally made people more price conscious, and brand
...
A possible solution would be to reduce the price of at
least a number of products so that they are i n the medium
...
Secondly, a lot of middle-aged people find the logo childish and the packaging old
fashioned and unexciting - in other words, they no longer And the brand
...
I n order to appeal to this important market
...
9 its main products and expanding its product
...
...
...
1 a) inexpensive
b) upmarket
c) influential
2 a) leader
b) launch
c) awareness
3 a) label
b) logo
c) share
4 a) price
b) margins
c) value
5 a) stretching
b) research
c) loyalty
6 a) range
b) order
c) list
7 a) name
b) image
c) label
8 a) segment
b) survey
c) challenge
9 a) endorsing
b) repositioning
c) generating
b) range
c) list
10
PRESENT SIMPLE
AND PRESENT
CONTINUOUS
a) numbers
Complete the text with the present simple or present continuous form of the
verbs in brackets
...
' (love) what she
...
She
...
...
...
Datascope
•
(gain) an excellent reputation worldwide for its i n n ovative products and
solutions
...
5 (know)
...
As a resuit, the company's fame
...
...
6
...
(spread) rapidly,
and currently a number of leading companies
...
...
...
That is why this week Sarika and Vijay, her Head of Department,
...
They
...
Sarika
...
...
...
" (believe)
something good for Datascope will come out of these meetings
...
I afraid
how
opinion
perhaps
see
so
views
why
One proposal is that we bring out a new product under the Topalino brand
...
' on this?
Claire
Nikola
In my
...
Ivan
...
" I can't agree
...
Rick
...
Jasmina
...
Claire
I think
...
...
1 A: I'm afraid we haven't received a copy of the booking form yet
...
If I could just have your n umber, I
...
2 A: Have you planned the weekend excursion for our visitors from China?
B: Yes, Tom
...
3
A: I've just heard some bad news
...
cancel our trip to Brazil
...
I
...
SKILLS
Complete the telephone conversation
...
MG
KM
Karim Melki speaking, from Marketing
...
MG
I'm afraid Britta isn't in today
...
The
...
First, there are now four of us instead of three
...
And then Britta had booked us on flight LH630, leaving Frankfurt
at 14
...
However, I'm afraid something's come
...
and
we are now leaving on Tuesday
...
MG
Fine, I've got that, Mr Melki
...
' tomorrow morning as soon as she's
made the changes?
MG
Right
...
' she gets the message
...
Good afternoon
...
' for your help
...
...
...
33
UNIT A •• REVISION
3
VOCABULARY
deregulate
Change
Complete each set of sentences with the same verb describing change from
the box in the correct form
...
1 The current economic climate is making people
...
all of the purchases they make
...
the situation before taking any decisions
...
the impact of their economic reforms on the quality
...
retrain
As the car industry
...
its workforce by 20%
...
We continuously
...
...
the files with new information
...
our telephone system
...
all internal flights, so the ind ustry will probably
become more competitive
...
the capital markets and privatise most state·owned companies
...
its service sector within four years
...
everyone to use the database
...
in a different field
...
until they are convinced that their present skills
are not sufficient to enable them to find work
...
Use the past
simple or present perfect as appropriate
...
(your offices I be) in this area?
B: Since April 2007
...
(you I be) before that?
B: In the city centre
...
' (be) outrageously expensive, so we
...
...
(be) slightly worried about all the changes in the first couple o f
months, but we
...
This part o f town
is extremely attractive, and in fact, it
...
or three years
...
9 (have) a very good year so far
...
...
(already I increase) by 6%
...
(remain) stable since 2008, but we are confident it will increase when we
launch our new product
...
(you I have to) make anyone redundant?
...
At Lortex, we pride ourselves on the fact that there
...
34
UNIT A •• REVISION
Cultures: Socialising
1
Complete the conversation with the words in the box, There are some
words that you will not need,
booking
flying
how
I'm
journey
nice
please
staying
tired
tiring
Laura
Stefan
like
where
Hi, I'm Laura Dumont
...
...
' Stefan Kirchner
...
' are you from, Stefan?
Stefan
I'm from Linz
...
Laura
I'm from Ottawa in Canada
...
Laura
It was Ane, but a bit
...
...
,5
here?
I managed to get a good rest yesterday, though
...
at the Regency, too?
Stefan
No, they booked me into a small hotel called The Winston
...
'?
Stefan
Well, it's all right, I suppose
...
And it's within walking distance of the conference centre, so I can't complain
...
?
B
S
No, but I'll try and see some of the sights before I leave
...
?
I flew to Berlin, then I took a taxi
...
?
No
...
A
...
A
...
?
B
6
A
B
5
I'm a systems analyst
...
?
B
3
A
B
2
Not too bad
...
It's very spacious and comfortable, with a good view
...
?
B
I'm particularly keen to go to Professor Roger's talk
...
Would you like to work in the building in the photo above? Why? / Why not?
2
Il
1
Which people in your organisation have their own office? Do they have their own office
because of: aJ seniority; bJ a need for confidentiality; cJ the type of work they do?
How i mportant are the following in showing a person's status in an
organisation? Give each one a score from 1 (not im portant) to 5 (very
im portant)
...
21 Listen to the comments from different places in the organisation
and write them down_ Then match them to the places listed in Exercise A_
1
II
outlet
Stock levels have been low for two weeks now
...
1
5
2
Customer Services
6 Finance
10 Public Relations
3
Human Resources
7 Administration
11
4
m
R&D
Sales and Marketing
8
Production
Logistics
9
IT
Legal
Match these activities (a-k) to the correct department in Exercise C (1-11)_
Can you add any other activities to any of the departments?
a) deal with complaints
e) fun advertising
campaigns
b) draw up contracts
f) issue press releases
c) carry out research
g) operate assembly lines
d) train staff
i)
keep records
j)
transport goods and
k) install and maintain
systems equipment
h) prepare budgets/
accounts
D
�)>> CD1
...
23 look at these words used to describe organ isations_ Underline the
do they work in? Choose from the departments in Exercise C
stressed syllable in each word_ Then listen and check your answers_
1
V
m
caring
7
centralised
10 conservative
decentralised
5
democratic
8
dynamic
11
hierarchical
3
a
4
2
See the OVO-ROM
far the i-Glossary
...
ORGANISATION
READING
A successful
organ isation
IJ
Read paragraph 1 of the article and choose the best definition for perks
...
Look at these key phrases that summarise paragraphs 1-3
...
1 Philosophy behind the perks
2
3
II
Competitions and celebratory funds
Celebrating special events / friendly place to work
Decide if the statements are true (T) or false (Fl
...
1 Google promotes the idea of staff getting together
...
3
Ninety per cent of Google Italy workers thought it was a friendly place to work
...
5
The work is challenging, and you need a university degree to work there
...
7
Employees have the opportunity to listen to well-known or important authors
...
But whether it is providing snacks
and gourmet meals in the canteen,
annual skiing trips or games rooms at
the office
...
interact in infomlal
settings and encourage teamwork
...
with prizes for the
-
38
winners
...
The Best Workplaces survey
indicates that such initiatives have
a powerfu l effect
...
25 for example, 90 per cent of the
employees agreed Ihal
'people
celebrate special events around here '
...
Another part of Google's objective
is to make its workplace feel fUll
...
However
...
'What makes Google
a great workplace is that the nature
,
of the work itself is very challenging
45 and interesting
...
'And for the
type of people who really enjoy
50 an intellectual challenge, that's the
biggest appeal of working here
...
'There's a real culture of
autonomy and empowerment,' says
Mr Creswell
...
'
Even when il comes 10 learning and
65 development, many programmes are
voluntary and informal
...
(liso invites prominent writers to give
70 lunchtime talks about their books
...
1
accomplishments (paragraph 2)
a) important new plans to achieve an aim
2
initiatives (paragraph 3)
b) success in doing something
3 autonomy (paragraph 6)
4 empowerment (paragraph 6)
d) teaching staff
5
D
c) giving people the power to do something
e) independence/freedom to make your own
faculty (paragraph 7)
decisions
Discuss these questions
...
Noun
com bi nations
1 's possessive: the company's logo
2
one noun used as an adjective: labour costs
3 phrases with of: director of operations
4 compound nouns forming one word: workforce
Match these examples from the article on page 38 to the categories above
...
1
3 phrases with of
2
Il
's possessive
one noun used as an adjective
4 compound nouns forming one word
Underline the most suitable noun combination i n each group
...
Change these phrases to make compound nouns
...
c[ objectiv�
G)
=:::>
1 business
a)----vH't:tY
2 management
a) style
3 sales
a) team
b) revenue
c) trade
4 customer
a) care
b) team
c) loyalty
5
company
a) house
b) headquarters
c) logo
6
product
a) profit
b) line
c) range
7 consumer
a) goods
b) logos
c) awareness
b) technology
plan
c) consultant
8
research
a) project
b) findings
c) knowledge
9
information
a) technology
b) force
c) desk
a) union
b) program
c) virus
10 computer
III
LISTENING
Analysing
company
organisation
Make sentences with the noun combinations in Exercise D
...
m
�)>> C01
...
Which four areas does 8002 & Co look at when
analysing a company's organisation?
m
�))) C01
...
What do you need to answer on the website orgdna
...
26 listen to the third part and answer the questions
...
26 listen to the third part again and complete the gaps
...
where products were
...
...
how competitors were
to spend a lot of time thinking about whether we needed
...
...
40
III
...
,6,
•
...
...
: o r whether
ert in the US
...
27, 1
...
29 listen to the three conversations
...
a) G reeting someone and talking about the weather
b) Introducing another person
c) Introducing yourself and giving information about your company
d) Greeting someone and talking about the past / changes
III
�)>> CD1
...
1 Which of these expressions do you hear?
a) Nice to see you again
...
thanks
...
f) I'm in banking now
...
28 listen to the second conversation again and complete the chart
...
28 listen to the second conversation again and complete this extract
...
' business
...
', travel and
even cleaning services
...
And is it a new company?
Bob
D
�)>> C01
...
1
2
3
II
...
The company was
'
been growing rapidly ever since
...
We have over
...
' ; we've got our
...
Cape Town and Sydney - so we're pretty big
...
You are all attending the same conference
...
Student C: Turn to page 141
...
USEFU L LANGUAGE
GREETINGS
Hello,
...
Hi,
...
/ I'm
with
...
(company)
I'm in sales
...
RESPONDING
I'm responsible for
...
I work with
...
Pleased to meet you
...
to Miriam?
TALKING ABOUT
COMMON INTERESTS
You and Tom have
something in
common
...
The company was
founded in
...
We have a workforce
of 2,000
...
Do you know anyone
who could help us?
Could you let me
have their contact
details?
Could I call him and
mention your name?
Let me give you my
business card
...
Background
Three years ago, InStep moved its factory to Beauchamp, a small, industrial town in northern
France
...
A large warehouse and distribution centre
were built near the factory
...
Beauchamp has a
population of 25,000, with a high proportion of young people
...
...
How do you think staff will react to the proposed relocation?
What reasons might some staff have for opposing the relocation?
A 'getting to know you' meeting
...
The Vice-President of the parent company has come to Paris to discuss
the proposed relocation with two senior managers from the Paris subsidiary and
an independent relocation consultant
...
UNIT 4 •• ORGANISATION
Work in groups of four
...
Student A: Vice· President, parent company
Student B: Senior Ma nager, Paris subsidiary
Student C: Senior Manager, Paris subsidiary
Student D: Management Consultant
As you do not know each other well, you all meet for
social reasons in the Paris subsidiary's boardroom
...
Use your knowledge of social English
to create a warm, friendly atmosphere
...
Discuss the questions
...
5
...
5tD Ef\lT
10 ALL Sf7\FF
A decision concerning the proposed relocation to Beauchamp will be made
i n the near future
...
•
The town council i n Beauchamp has offered us tax i ncentives to relocate
to their town
...
You are members of the Management Committee
...
Take one of these roles
...
Consider the advantages and
Student A: Vice· President, parent company:
role card page 1 3 5
Student B: Manager A : role card page 1 4 1
Student C: Manager B: role card page 144
Student D: Independent Management Consultant:
role card page 144
Read your role cards and prep a re for the meeting
...
3 Argue in favour of o r against the relocation
...
If necessary, vote
...
STOP THE GUNS
...
Which do you like best? Why?
STARTING U P
VOCABULARY
Advertising
media and
methods
m
Newspapers are one example of an advertising medium
...
Label each word 1 for 'advertising media', 2 for
'methods of advertising' or 3 for 'verbs to do with advertising'
...
2 Advertising companies spend a lot of money on creating clever slogans I posters I
exhibitions that are short and memorable, such as the message for Nike: 'Just do it'
...
5
D
Celebrity exhibition I research I endorsement is a technique that is very popular in
advertising at the moment
...
Give examples of:
1 any viral campaigns you have read about
2
3
m
clever slogans that you remember from advertising campaigns
sponsorship of any sporting or cultural events
...
or
�
W
Exploiting people's fears and worries
Which of the following statements do you agree with?
1
People remember advertisements, not products
...
3 Advertising tells you a lot about the culture of a particular society
...
A new kind of
campaign
a) Honda predict record sales as advert breaks new ground
Honda skydivers push limits of TV adverts
b)
c) Viewers tune out of normal TV advertising; Honda responds
by Andrew Edgecliffe-Johnson
In a new definition of a publicity
stunt, Channel 4 and Honda have
tumcd to a learn of skydivers to tackle
the problem of viewers tuning out of
traditional tclevision advertising
...
its dinner
10 party programme
...
Described as the first live
advertisement in modem times, the
15 campaign is the latest attempt by
advertisers and broadcasters to find
alternatives to the 30-second spot
...
25
'We wanted to create something
unmissable
...
III
the broadcaster's Sales Director
...
30 highlighting a Channel 4 campaign
called
'innovating
the
break '
...
which turned out to be a promotion
for the design f
eatures of its 'hot Ilew
series' of screens
...
while designed to demonstrate the
power of television advertising, was
backed up by a complex multimedia
and public-relat ions campaign
...
Wieden + Kcnncdy
...
Collective and Hicklin
Slade & Partners - spent more
than a month pushing the Honda
slog
...
AJI are
building up to a traditional 3D-second
advertising
60
on
June
campaign,
said
3
staning
Armstrong,
'The 3D-second a d is alive and
well
...
pointing to
data released this week which showed
that
commercial
television
had
65 enjoyed its best April in five years
...
however
...
Thursday night's
skydive
would
almost cenainly go on YouTube, Mr
Amlslrong predicted
...
as it means our
75 marketing investment becomes more
efficient because consumers are doing
our marketing for us
...
1
Ian
Marketing Manager of Honda U K
...
UNIT 5 •• ADVERTISING
II
Find all the word pairs in the text using the words advertisement or
advertising
...
pUblicity stunt
a) newspapers and magazines
2
design features
b) a short phrase that is easy to remember
3
Honda slogan
c) a series of actions intended to get a particular resull
4 poster campaign
d) an important, interesting or typical part of something
5 press coverage
D
1
e) something done to get people's attention
Complete the text with some of the word pairs from Exercises C and D
...
First, you need to plan an
...
' on radio or TV and design some large adverts for a
...
Alert the local media and get good
...
When it comes to the
actual publicity stunt, ensure that all
...
And if you have
the money, why not try a
...
' and
hopefully end up on You Tube
...
m
�)>> (01
...
MindShare
is part of the group and Marco Rimini is its Head of Communications
Planning
...
I always go back to the beginning and
...
' ? What is that person's
...
' as a result of
...
32 Listen to the second part
...
31 Listen again
...
33 Listen to the final part and answer the questions
...
D
Regarding the Ronaldinho viral, what did people argue about?
In groups, tell each other about a viral campaign or advertisement that
you have discussed with your friends
...
a pUblicity stunt
•
We use a o r an to introduce new information
...
She's an accountant
•
We use a before consonants and an before vowel sounds
a commercial, an advert
the
• We use the when we think our listener will know what we are talking about
...
The campaign is the latest attempt to
...
Information is power
...
Poland, Honda, Ian Armstrong
• A few countries require the:
the Philippines, the United Kingdom, the United States
�
B
3
publicity stunt
team of skydivers
entire 3 minute 20 second break
4 live skydiving jump
In the first two paragraphs of the article, which specific examples of the
following are referred to?
1
2
II
148
look back at the article on page 46
...
Add the where necessary in the other sentences
...
1
Knowledge of advertising code of practice is vital to those wishing to work in
advertising industry
...
3
The 'Think small' Volkswagen Beetle advert was one of most successful advertising
campaigns of 20th century
...
S
iii
Next year, I am going to work for an advertising agency in USA
...
Some of the articles are
missing
...
Ahnost as soon as the 'gorilla'
television commercial for Dairy
Milk chocolate was first shown
on 3 1 August, people staned
posting it all YouTube
...
like did it feature real gorilla
playing drums?
48
-
So
whm
role did the
take-up of gorilla
ad on Inlcmcl play ill Dairy
Milk's success?
And was success of the
adven a lucky break? For like
Unilcvcr and Diageo, Cadbury
has benefited from lhe free 'viral'
extraordimu),
-
distribution of il� adveltising on
Intcmet as consllmcrs c-mail,
post and create spoof versions of
gorilla campaign
...
UNIT 5 •• ADVERTISING
SKILLS
Starting and
structuring
presentations
m
What factors do you need to consider when preparing a business presentation?
Il
�)>> CD1
...
What is the
same/different about them? Which do you prefer? Why?
Ii
How many sections is the content of the presentation organised into? look
at the Useful language box below and divide the phrases into two groups,
F (formal) or I (informal)
...
III
Choose one of these presentation situations
...
1 Your company is launching a new product
...
(Audience: a group of potential
customers or students)
3 Your company/organisation is introducing a new way of working
...
35 An important part of structuring a presentation is letting the
audience know what is going to happen next, or signalling
...
1
...
lust to give you a specific example:
...
the chart that the key age group is 18 to 25, but that this will become
less, not more, important as the product matures in the market
...
2 As I say, this is reflected across all the markets
...
...
...
We'll start i n
...
we go to the storyboard:
...
...
What other examples did you hear in
the presentation?
m
Prepare and deliver a three-minute presentation on your chosen topic from
Exercise O
...
USEFUL LANGUAGE
tNTRODUCtNG YOURSELF
GIVING A PLAN OF YOUR TALK
INVITING QUESTtONS
On behalf of Alpha Advertising, I'd like to
welcome you
...
I've divided my presentation into
three parts
...
Secondly, I'll discuss the
media we plan to use
...
If there's anything you're not clear
about, feel free to stop me and ask
any questions
...
Good to see you all
...
This morning, I'd like to outline the
campaign concept we've developed
for you
...
I'll start with
the background to the campaign,
move on to the media we plan to use,
and finish with the storyboard for the
commercial
...
49
,/
�
,jy A p h a Advert i s i n g
Q
A large advertising age ncy with a reputation for creating i m a g i native
a n d effective campaigns is com peting for new business
...
It is competing for several new contracts
...
Concepts are required for the following new goods and services
...
·
•
Wh en tur ne d on
...
it tak es readers
they were readi ng
...
It the n makes
of interest to the
downlo ading or
recom menda tions for
•
purchase
...
ade d with 150 bo ok
The E-B oo k is pre -lo
Aim: An international pre
TV campaign
Excelle nt faC ilitie s: a min i-sp
a on eve ry floor;
free aer obiC classes three
times a week
...
It has a 200 nov el
•
Roo ms at com pet itive pric
es
...
•
What is the campaign's key message?
•
1 Prepare an advertising campaign
What special features does the product or service have?
•
for one of the products or services
...
•
•
2 Present your campaign to the
management of the company
concerned
...
Listen and ask questions
...
- a TV commercial, use a storyboard to illustrate your idea
...
3 Use the Assessment sheet below to
choose:
- other media, indicate what pictures, text, slogans, etc
...
a) the best campaign concept
b) the most effective presentation
...
Presentation
Campaign concept
1 Will it get the target audience's attention?
2 Will it capture their imagination?
3 Does it have a clear, effective message?
4 Will it differentiate the product o r service?
5 Will it persuade the target audience to buy the
product or service?
6 Will the target audience remember the campaign?
TOTAL: _ / 30
Writing
As the leader of one of Alpha's
advertising teams, prepare a summary of
your concept for your Managing Director
...
C) Writing file page 131
D
D
D
1
Was it interesting?
2
Was it clear?
3
Was it loud and clear enough? Was it varied i n pitch
o r monotonous?
D
D
4 Was the pace too quick, too slow or just right?
D
6
5 Was the language fluent, accurate and appropriate?
Did it impress you? Was there enough eye contact?
TOTAL: _ / 30
D
D
D
D
D
D
Watch the Case study
commentary on the
DVD-ROM
...
Then compare your answers with a partner
...
Is this:
a) a serious crime?
b) morally wrong, but not a
crime?
c) excellent business practice?
6
a) your change?
b) your bank statemenlS and
credit-card bills'
c) restaurant bills?
d) your receipts when shopping?
e) prices in several shops
or online before you buy
something?
52
D o you:
a) give money LO beggars?
b) give money 1O charities?
c) give away used ilems such
as clothes?
d) seli lhings you don'l wam
(for example, on eBay)
If you lene! a colleague a small
amount of money and they
forget to pay i t back, do you:
a) say nothing?
b) remind them that they owe
you money?
c) arrange LO go for a drink with
them and say you've forgotten
your wallet or purse?
What do your answers to the q uestions in Exercise A say about your attitude
to money? Are your attitudes typical? What do they say about your culture?
UNIT 6
Financial terms
IJ
••
MONEY
Match the words in the box to the definitions 1 to 6 below_
I equity stake
recession
shares
debt
stock market
forecast
1
equal parts into which the capital or ownership of a company is divided
2
a period of time when business activity decreases because the economy is doing badly
3
money risked when a business owns part of another company
4 a place where company shares are bought and sold
5
6
III
a description of what is likely to happen in the future
money owed by one person or organisation to another person or organisation
Match the sentence halves_
1
Profit margin is
a) a part of a company's profits paid to the owners of shares
...
3
Bankruptcy is
4 A dividend is
c) money which people or organisations put into a business to
make a profit
...
5
e) when a person or organisation is unable to pay their debts
...
Complete this news report with the terms from Exercises A and B_
And now the business news
...
' in the
United States and Asia-Pacific region continues
...
'
for the near
trading on the
...
The
future is not good
...
Paradise Lane
...
is seeking new
...
following the announcement of disastrous interim results
...
' of nearly $5 billion
...
' in the troubled hotel group
...
S
on an
...
5 million
...
this is likely to result in an
increased
...
well up on last year
...
Following a rise in sales in the emerging markets of
...
36 Listen and check your answers
...
�
V
•
•
•
heavy trad'n9
What is the economic situation in your country at the moment?
Which parts of the economy are doing well or badly?
What is your forecast?
Which types of business are making profits or losses?
What sort of businesses are a good investment?
Can you think of any businesses which have gone bankrupt recently?
Which company shares are going up or down at the moment?
53
UNIT 6
••
MONEY
LISTENING
Managing
investments
B
�)>> (01
...
listen to the first part of the interview and complete the gaps_
The aim of the business is to provide
...
...
' for the client
with the intention of meeting that aim, that return, and also then manage that strategy
My role as the Investment Director is to both
...
Il
�)>> C01
...
Then go to
the audio script on page 157 and check your answers_
Asset
1 cash
2 fixed-interest securities
lending to a
3 index-linked securities
linked to the
...
or a
...
property
'
...
g
...
or a
...
8 (an interesting area of
development over last 20 years)
,'
...
10
gold
2 fixed-income securities
1
someone who does a lot of complicated business transactions
a young person who is very skilled or successful at something
...
Name
I
Job
Duties
Co m pa ny
Work l oc at io n
IQ
Personality IStrengths
Current area of specialisation
II
4 early cycle equities
Find idiomatic expressions in the article heading (page 55) which mean:
Age
54
3 hedge funds
2
Il
funds
�)>> C01
...
,9 funds
What is your reaction to Kieran's story?
UNIT 6
••
MONEY
Kieran Prior: Goldman Sachs's
whizz- kid wheeler dealer
20
and impairs his speech
...
Yet
despite
limitations,
25
on
Prior
Goldman's
possibly
these
is
trading
238
55
physical
thriving
and trad ing Euro Stoxx futures to
and
running a $50m (£25m) group of
competitive testing ground in finance
- winning the admiration of colleagues
European equities and derivatives
...
t{)
worlds, became close friends
...
was just a
year older than Yeatts when they met
...
45
Yeatts returned the favour
...
Yeatts
cut
up
Prior's food and fed him one small bite
at a time
...
and responsibility
...
It is
extraordinary that Prior is able to do
so with such physical limitations
...
the former head of
European equity trading
...
has
enormous
respcct
for
his
determination
...
perceptive guy who has
purposefu lly risen to - and overcome
- so many challenges
...
'The noise and hurly�bllrly of the
trading noor make trading Illore
difficult for someonc in Kieran's
position
...
'
Intellectually, Prior
...
Since joining Goldman as a
John
'
Thornton,
Goldman's
then�
president, as Thornton was walking
65
across
stopped
the trading Ooor
...
'I
couldn't help but be impressed,'
said Thornton
...
raw talent is impressive
...
it is just bremhtaking
...
80
'I
joined Goldman in
a bear market; he said, 'but these
markets arc the most difficult I've
ever seen
...
'
from the Sunday Times
iii
Find words in bold in the text that mean the following
...
•
•
•
•
•
telecommunications
advertising
healthcare
food
biotechnology
•
•
•
•
•
cars
budget supermarkets
steel
travel
construction
55
UNIT 6 •• MONEY
LANGUAGE REVIEW
We can describe trends in English in different ways
...
Sales are fo/ling
...
1
2
Prepositions
Prafits rase 5% to $1
...
The sales of Dupont have gone up fram $19
...
4 billion
...
This represents a decrease of 16
...
The average retail gasoline price stood at $4
...
1
3 Different verb forms
The figures paint a gloomy picture forJapanese growth
...
(
present continuous)
Last summer, our market share fell
...
(present perfect)
If the price ofpetral rises further, we'll make a loss
...
Then compare your answers with your partner
...
)
decline
increase
double
level off
decrease
peak
gain
rocket
fall
triple
fluctuate
rise
drop
plummet
halve
recover
improve
jump
Il
Which of the verbs in Exercise A also have noun forms? What are they?
Ii
look at the graphs below
...
8
� �
9
m
6
� �
7
Cl Grammar reference page 148
EXAMPLE:
to increase - a n ;f)crease
1
Sales have increased
2
10
Sales have increased
...
...
€7m
...
€7m
...
€7m in July
...
€lm in April
...
€2m in our sales
...
8
8
6
6
7
5
� 4
·E
� 3
� 4
·E
� 3
2
2
...
"
last year
This year
0
M
A
M
A
S
a
N
D
UNIT 6 •• MONEY
USEFUL LANGUAGE
SKILLS
Dealing with
figures
YEARS
DECIMALS
1984 nineteen eighty-four
2012 two thousand and twelve
or twenty twelve
16
...
38% seventeen point three eight per cent
0
...
15
$7
...
5bn
seven point five billion dol/ors
€478m
four hundred and seventy-eight mil/ion euros (BrE)
four hundred seventy-eight million euros (ArnE)
If yo u don't specify an exact amount, a plural is used
...
They spent millions of euros
...
Student A, turn to page 136 and read the text aloud to
Student B
...
Correct any i ncorrect information
...
for
10
results
Fed Ex
US
Airways, down 5
...
9 per cent to 9,534
...
225�p
...
The
best
was Smith
&
Nephew
...
1 points or
15
'buy'
recommendation
...
of worries
fuel prices
...
9 percent 10 595Y
...
2 per
30
cent to 402 Y
...
the FfSE
rumours of a bid approach frorn
of rising corn pr
ices
...
recent noods in the US
...
8 per
cent
to
5,756
...
D
"'» C01
...
D
Write all the numbers from the correct version of the article i n Exercise A
i n full, according to the way they are pronounced
...
Currently, it has a weekly programme
called Make your pitch
...
If the tycoons think the idea will be profitable, they invest some
of their own money in the project
...
Rules of the competition
Read the rules that the entrepreneurs are given before the), make their pitch
...
2
T l l the tycoons how much you want them
e
to invest and on what terms
...
S
Mennon any research you have done or actions you have taken to sell the prociucr/setvice
(2-3
minutes) describing your idea/producuservice
...
6
T (0 convince rhe tycoons that your idea/product or service
ry
make mone)' for them
...
41 Listen to an entrepreneur ending a presentation of the product, a storage
device, that he and his partner want the tycoons to i nvest in
...
1
The product can be adapted to any space
...
3
It looks im pressive
...
5 The entrepreneurs want the tycoons to invest €200,OOO in their business
...
�)>> (01
...
In groups, discuss these questions
...
1
100 sculptures of famous people
3 Alfresh lunch box with cooler
2
New Formula XF anti·wrinkle cream
4 On·the·Spot car cleaning
The tycoons listen to a short pitch (1-2 minutes) from each of the
entrepreneurs
...
Finally, they decide whether or not they will invest in the project, and
on what terms
...
Take turns playing the roles of tycoons
and entrepreneurs
...
Entrepreneurs: Choose one of the following products and turn
to the relevant page
...
Discuss all fou r projects
...
If you can't agree, take a vote
...
Give reasons for the
tycoons' decision
...
V
59
2
In ternational meetings
o Think about the last three meetings
you attended (not necessarily business
meetings, e
...
residents' meetings or sports
club meetings) and answer these questions
...
43 listen to an expert talking about
international meetings and answer the
questions
...
2 What tips does the expert give for successful
international meetings?
o
What are the following called?
1 the person in charge of a meeting
a} chief b} chair c} boss
2
Which three areas are identified as causing
problems in international meetings?
�� C01
...
Are the following
true (T) or false (F), according to the
expert?
1 Punctuality is important in all cultures
...
3 the list of points to be discussed
a} agenda b} schedule c} timetable
3 Clear meeting aims are a priority in most
cultures
...
5
an official record of what was said or decided
a} protocol b} notes c} minutes
6
what you send when you are unable to
attend a meeting
a} excuses b} apologies c} pardon
7 a method of reaching a decision
a} vote b} proposal c} consensus
8
G
what is decided at the end of the meeting
a} action plan b} agenda c} handouts
5
o
It is easy to misinterpret body language
in meetings
...
1 time is
...
stick to the
...
4 getting down to
...
How im portant are these things
in the meetings you attend?
5
small
6
relationship
How im portant do you think these
issues are in your business culture?
e
International meetings can i nvolve
people from very different cultures
...
1 Which would make you feel the most or
least comfortable?
2
Which feels the most or least familiar?
3 Do you recognise any of the styles from
direct experience?
4 Is there anything in your own business
meeting culture which people from other
cultures might find unusual?
A
Well, in my experience there's great respect for
seniority
...
The exchange of business cords
is important
...
They do not soy 'no'
directly, as this is considered impolite
...
People there like agendas
which are clear and they stick to them
...
There seemed to be a general feeling of
time being precious and not to be wasted
...
You work for a large multinational
company with over 100 offices
worldwide (including in your country)
...
The
information you provide will help with
the future communications policy of
the company
...
Hold a
meeting using the following as
your agenda, and consider the
advantages and d isadvantages
of each recommendation
...
b) Limit the number of participants in
meetings to a maximum of eight
...
d) Use more video conferencing or
teleconferencing calls for international
meetings
e) Limit the length of meetings to
one hour
...
g) Introduce weekly 'breakfast meetings'
across the company
...
Present your ideas to another group
...
The use of titles like 'Mr' and 'Mrs'
is important
...
Discussion is
more about process than results, so there may be fewer
decisions or action plans
...
The focus is on
establishing relationships before moving on to the tasks
...
o
I found that people like to know well in advance about
a meeting
...
They communicate in a very direct
way, follow the agenda precisely and minute all items
...
Any proposals were
presented in detail with supporting evidence
...
E My experience of meetings here was that they are
unstructured and often informal, more like a social
event
...
There was often careful analysis
ofsmall details
...
4 Organisation
VOCABU LARY
1 Match the verbs (1-6) to the nouns (a-f) to make common collocations
...
1
R&D
2
Public Relations
3
Legal
4 IT
5
Human Resources
6 Administration
NOUN
COMBI NATIONS
Match a noun from column A with a noun from column B to complete each of
the sentences below
...
close to employees, clients and markets
...
...
has recently been extended and now includes a greater
variety of soft drinks
...
4 The company's total
...
37bn, compared with
f1
...
e
...
S
62
The new tax regime is an attempt to make our country a more attractive location for
UNIT B •• REVISION
WRITING
Put the sentences (a-g) in the correct order to write an e-mail
...
b)
The main item on the agenda was, as you know, the proposed
relocation to Slovenia
...
d) Most people agreed that this would result in a reduction in costs, and
consequently that it would be good for our profits
...
f)
...
g ) As promised, here's a brief summary of what happened at yesterday's
meeting
...
There are some words which
you will not need,
advertorial
commercials
endorsed
flyers
free samples
hoardings
placed
point-of-sale
pop-ups
slogans
viral
You may disagree that advertising is an art, you may even find it irritating at times, but it
has certainly become part of our life, The newspaper article that you started reading turns
out to be an
...
' for various consumer goods, including one for Crispin's Crisps,
...
And no sooner do you start surfing the Internet than
...
So you take a break and go for a stroll, only to take in once
more how much
...
Then, on entering your
local supermarket, you notice immediately that
...
given away that day
...
Write a, an or the where
appropriate
...
A majority of Swedes seem content with the prohibitions they believe help keep their
country one of safest on Earth
...
For example, all television advertising
aimed at children under age of 12 - from junk food to toys to video games - has been
banned on terrestrial channels before 9 p
...
since 1991
...
Despite this, health
professionals say the relatively low incidence of children's advertising has been big factor
in the exceptionally low levels of overweight children in Sweden
...
On b
'
_ _ _ _ _
of Lintex International, I'd like to w
'
_ _ _ _ _ _
you all
...
As you know, I'm here loday to t
' about our next global
advertising campaign
...
F
'
_ _ _
I'd 1
'
_ _ _
______
to state our objectives
...
And f
'
_ _ _ _ _ _
, I'll look at our budget
...
Money
Complete the newspaper article with the words in the box
...
1 , Stonngard,
as companies and individuals looked
its
...
Commenting on
one of Europe's largest manufacturers
for ways to cut costs and save energy
the resuhs, Lucas Reiner, Chairman
of insulation and roofing products
...
, were
with
its rivals are teetering
record
sales
preliminary
growth
and
results
...
2 made in all three
regions
of
Europe
and
...
Stonngard
increased
1 4 per cent last year, with
DESCRIBING
TRENDS
demand for insulation products rising,
cent from last
...
€62
...
6
Stofmgard,
conditions, our company faces the
future
with
mixed
confidence
and
market
looks
directors recommended the payment
forward to continued progress in the
of a final
year ahead
...
8
...
...
9
are
9
...
and Stonngard even plans to increase
�����
Downward movement
Upward movement
_ _
m
5
2
_ _
p
_ _
t
to
cI
cr
6 to
7 to
3 to f
4 to
a
will
certainly not be disappointed, as the
of
1 Complete these verbs, which are all used to describe trends
...
Against
background
1 to p
64
said:
pcr
8
to j
ck
_ _ _
UNIT B
2
••
REVISION
Complete the chart
...
1
Profit decreased
...
4
2009: €4
...
5m
There was a sharp drop
...
€4
...
...
5m
5 There was a drop
SKILLS
...
...
5m
...
€3m
...
Write these n umbers in full
...
36%
2
40
7
0
...
50
8
' /J
4 €515
9
J/,
5 12
...
I action
agenda
body
building
business
face
key
small
times
1
Different cultural assumptions mean that sometimes
misunderstood
...
for both people involved
...
plan
...
or the
duration of discussion
...
and developing trust
...
language can easily be
...
...
II
STARTING U P
What is culture? Choose the four factors that you think are the most
im portant in creating a culture
...
climate
historical events
language
architecture
•
ceremonies and festivals
arts
improved communications
global business
•
•
cheap foreign travel
trading groups (such as the E U , ASEAN, USAN)
How important are these things when doing business in your country?
Are they a) important, b) not important or c) best avoided?
•
•
•
•
66
cuisine
Do you think cultures are becoming more alike? Is this a good thing or a bad
thing? Give reasons for your answers
...
44 J eff Toms is Marketing Director at an international cultural training
centre
...
Cultural
differences
1
What two factors affect the 'Middle East clock'?
2
What can cause problems for Americans when they do business with Latin cu ltures?
Il
�)>> (01
...
46 Listen to the final part of the interview and complete the gaps
...
think also one of the key features of the successful
' is to be non·
1, For instance, if you're coming from an Asian culture to try and do business with
a Western culture, for certain the way that people do things will be fundamentally different
I
_ _ _ _ _ _ _ _ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _
0 • • • • • • • • • • •
Jeff Toms
-
the
_
...
_
...
_
...
_
...
_
...
_
_
...
_
...
_
...
If you could be sent anywhere i n the world to work, which country would you
choose? What aspects of its culture do you particularly like?
67
UNIT 7 •• CULTURES
a
Id ioms
WEJJ
...
� Gl?!" DOWN
to BUSINESS, NOWOf
...
...
...
I was only given two days' notice to get everything ready
...
• •
Y�
eye
...
with our US parent company about punctuality
...
It's a question of culture
...
4 I got into hot
...
5
I really put my
...
Because I was nervous,
I said 'Who are you?' rather than 'How are you?'
...
with our Polish agent; we like the same things and
have the same sense of humour
...
so different, and I couldn't read any of the signs!
8 My first meeting with our overseas clients was a real
that style of negotiation before
...
Everything was
...
I hadn't seen
I!I
�)>> CD 1
...
a) given a difficult job to do without preparation
b) quickly have a friendly relationship with someone
c) feel uncomfortable in an unfamiliar situation
d) sayar do something without thinking carefully, so that you embarrass or upset someone
e) disagree with someone
f) an experience where you learn something surprising or something you did not know before
g) make someone you have just met less nervous and more willing to talk
h) get into trouble
D
Work in pairs or small groups_ Discuss the following
...
3
Describe a situation when you
a) put your foot in it
See the DVD-ROM
for the i-Glossary
...
UNIT 7 •• CULTURES
M"IiI!�
Culture shock
_
Read the article below quickly and decide which of the following (1-5) are:
a) referred to in a positive way in the text
b) referred to in a negative way in the text
c) not referred to at all
...
Read the article again and answer the questions
...
What do you think should be covered in a cultural training course?
m
Write a paragraph using information from the article and giving tips to
people doing business in the UK
...
The bank recognised that in
order to harmonise working practices
send
people extremely angry
...
to
often
Head
struggle
...
In order
to
be
successfully
employees
must
transferred
...
It also needed to offer practical
working in an unfamiliar environment;
companies
aSSignments
...
culture
Colleagues from different countries
might
less
underestimate
host-country culture, he argues
...
business culture and communication
impolite
challenges can have on employees
and
65
and Development at Standard Bank,
that
international
awareness
simply
country's
70
is
and
such as the weather, public transport
and social etiquette are often the most
visible manifestations of culture shock
...
It is about understanding
ways
how and why cultures work differently
...
of
different
...
order for everyone to work together
successfully
...
dose button on a lift no matter how
nationalities needs to communicate
many people are also getting in, doing
effectively in order to work as one
This
wide
from Finance Week
69
UNIT 7 •• CULTURES
LANGUAGE REVIEW
1
Advice,
obligation and
necessity
o
•
Advice
We can use should and shouldn't to give o r ask for advice
...
For strong advice, we can use must or mustn't
...
2 Obligation/Necessity
o
o
o
3
o
We often use must when the obligation comes from the person speaking o r writing
...
We use mustn't to say something is prohibited or is not allowed
...
We often use have to to show that the obligation comes from another person or
institution, not the speaker
...
(This is the law
...
don't have to it is not necessary
You don't have to hurry
...
=
c:J Grammar reference page 149
m
Choose the most appropriate verb, There are some situations where both
verbs are possible
...
30
2 You mustn't / don't have to give purple nowers as a gift in many countries
...
4 Staff don't have to / mustn't disclose information on the project u n less authorised
...
6 Simone doesn't have to / shouldn't work so hard - she is looking very tired
...
S
III
You mustn't / don't hove to pay immediately
...
Read these notes on Chinese business protocol
...
You don't have to be serious all the time
...
You should
be ready to laugh at yourself sometimes
...
You should address the person by an honorific title
and their surname
...
You should hold the card in both hands when
offering it
...
Gift-giving
o
o
You shouldn't give nowers, as many Chinese
associate these with funerals
...
Entertaining at home
•
•
o
It is a great honour to be invited to someone's
home
...
You should arrive on time
...
You don't have to eat loudly, but if you slurp or
belch, it shows that you are enjoying your food
...
48 Listen to a conversation between two peopLe who have recently
Il
Work in pairs
...
What is wrong? How can it be improved?
I don't mind
...
After you
...
Yes, please
...
Make yourself at home
...
Could you
...
Help yourself
...
That sounds good
...
What wouLd you say i n the following situations?
1 You don't hear someone's name when you are introduced to them
...
3 You are offered food you hate
...
S
You have to greet a visitor
...
7 You offer to pay for a meal
...
9
Your colleague has been made redundant
...
III
�}» C02
...
IJ
�}» C02
...
Listen and check your answers
...
2
Oh really! What do you do?
b) Nearly five years now
...
4 Have you been to Tokyo before?
d) I'm an Account Director for a marketing company
...
6
How long have you been here?
f) Until tomorrow evening
...
8 Where are you staying?
9
What's the food like?
10 So, what do you think ofTokyo?
h) Six days
...
There's so much to see and do
...
D
What are the 'safe' topics of conversation for this sort of situation?
Which topics wouLd you avoid?
III
I n your opinion, which of these items of advice for a successfuL conversation
are usefuL and which are not?
1
2
3
4
Listen carefully
...
Interrupt a lot
...
S
6
7
8
Ask questions
...
Keep eye contact
...
71
A group of managers
is attending an informal
briefing a bout the bus iness culture of your country
...
A group of top managers will shortly be visiting
your country in order to decide on the location of an overseas subsidiary
...
They also plan to do some social visits and excursions
...
Discuss what kind of topics you could include in your briefing about the business culture
of your country
...
3 Rosana, a Brazilian client, is planning a European tr i p to Germany, France
and Russia
...
Note down the five topics that Rosana
mentions
...
•
1
Work individually or in national groups
...
Use the list of topics and questions below to
structure your talk
...
2
Give your talk to the top managers
...
3
In one group, discuss the talks
...
g
...
C) Writing file page 130
Watch the Case study
commentary on the �
OVO-ROM
...
Is there anything missing from the list? Which do
you think are not important? Why?
appearance
experience
personality
intelligence
marital status
contacts/con nections
qualifications
reFerences
age/gender
astrological sign
handwriting
blood group
I!I
hobbies/interests
sickness record
family background
education
Think about jobs you've had and interviews you've attended
...
2
B
a) job
a) interview experience
b) interview question
c) interview answer
...
1 At work, appearance is more important than performance
...
3
People don't change much during their working lives
...
S
74
Everybody should retire at SO
...
' speculatively to companies they
would like to work for
...
When replying to an advertisement, candidates often All in a(n)
'
...
2 and write a (n)
...
•
...
S before the interview
to assess their mental ability and reasoning skills
...
6 in a company
...
III
Match the verbs (1-6) to the nouns (a-f) to make word partnerships_
1
to train
a) a vacancy/post 1
2 to shortlist
b) an interview panel
3 to advertise
c) the candidates
4 to assemble
d) references
5
e) new staff
to make
6 to check
f) a job offer
Now decide on a possible order for the events above from the employer's
point of view_
B
�)>> C02
...
Match the descriptions above (1-10) to the adjectives in the box (a-j),
a) enthusiastic
See the OVO-ROM
{or the i-Glossary:
A
W
c) methodical
f) objective
D
b) adaptable
g) creative
h) analytical
d) reliable
i) authoritative
e) ambitious
j) practical
�)>> C02
...
j,!iIt?ij a
Women at work I
Work in pairs
...
Student A: Read Article A below
...
Article A
When
a
Nguyen
child,
her
housewife
5
Thu
Hang
mother
in
a
was
was
small
a
v i llage
whose women residents had no
say in decision making, either at
home or in the community
...
are
'Women
much happier than
before
...
'And, of course, they
are morc respected in the family
and society
...
20
who carries
40
a sleek laptop in her hand, gets
Viet Hoang Trade and Invesunent
Company,
which
specialises
construction and real estate
...
My husband always
respects my opinions
...
and
Women's own efforts to acquire
knowledge
and
education
have,
of promoting them
...
The NA, the national
and
Women account for nearly 52 per
legislature,
has
approved
Law
the on Gender Equality and the
Anti-Domestic
The
Violence
government
has
their advancement
...
'We jointly
30 their increasingly important roles
...
2 per cent of all uni versity
graduates, including nearly 9
...
As
attributed to the effective policies
much
trafficking
65 of course, been a major factor i n
the corporate boardroom to affim,
companies,
preventing
women and children
...
Almost
a quarter of all companies are run
programmes for vocational training
and
for their status in the family
...
national
70
per cent of Ph Os and 30
...
But
number
women
still
of difficulties,
face
a
including
poverty, underemployment, domestic
violence, prostitution and gender
75 inequality
...
from Thanh Nien News
III
Decide if the statements about your article are true (T) or false (F)
...
2
Women
make up less than half of the workforce in the service, agricultural,
fisheries, industry and construction sectors
...
4 More than a third of all university graduates and holders of Master's degrees
are wome n
...
Nguyen Thu Hang's position with regard to decision-making is different to that
of her m othe r
...
S
Women prefer to buy cars from women
...
10 The number of female managers at Nissan has increased to 50%
...
1 2 Nowadays, men and women are attracted by pictures of families enjoying
themselves in a car
...
III
'The role of women in business is no longer a n issue: Discuss to what extent
this is true i n your country
...
Use six of the words in sentences of your own
...
6 Carys Owen is a director at Hays, the international recruitment
specialist
...
Finding a job
In what ways does a Hays consultant work with a candidate?
III
�)>> C02
...
What are the three key points that Carys
III
�)>> C02
...
makes about preparing for an interview?
From the point of view of the actual vacancy, we would always
...
...
2 within that vacancy and have a think about where in your
'
you might be able to
...
...
Carys Owen
III
�)>> C02
...
D
Whal two recent changes has Carys noticed in the job market?
2
Watch the
interview on
the OVO·ROM
...
Often the second verb is in the
infinitive
...
He intends to sign the new contract next week
...
This depends o n the first verb
...
)
Myjob involves monitoring sickness levels
...
I started working there last month
...
With other verbs, however, the meaning changes
...
0Ne stopped what we were doing in order to have lunch
...
0Ne stopped our habit of having lunch
...
Cross out the incorrect verb
...
to review our complaints procedures
...
improving interpersonal skills training
...
to meet the H R Director
...
to check the redundancy arrangements
...
to review our policy for anti· bullying in the workplace
...
1
H R recommends
a) to raise the minimum wage
...
4 The manager seemed impressed
by my CV and promised
d) working weekends sometimes
...
6
II
b) to call me back in a couple of days
...
Choose the most appropriate form of the verb to complete the sentences
...
3
Did you remember calling / to call H R yesterday?
4
I can't remember offering / to off you a raise
...
6
78
H R 's new computer programme has stopped working / to work
...
Make sentences of your own with the verbs i n bold i n Exercise B, using
either the -ing form or the infinitive
...
9 Cindy Tan calls the Guangdong Trading Company (GTC) to get
i nformation about an advertisement i n the China Post for the position of
Marketing Assistant
...
a member of the Human
Resources department
...
a) the closing date
b) what the duties would be
c) if there's an application form
d) when she would be expected to join the company
e) how many days' holiday she would get
f) what the starting salary would be
III
�1» CD2
...
Cindy
Li Ping
Cindy
...
Certainly, what do you need to know?
2?
Well
...
Cindy
Just one o r two more questions
when the successful candidate has to start work with you
...
How much
Li Ping
...
...
...
...
...
...
...
" I probably wouldn't
have to start working until February, and maybe even later?
6
One last question
...
7?
It wasn't given in the advert
...
It would depend on a lot of things: qualifications, experience,
personal qualities, that sort of thing
...
8 you can't give me a figure?
That's right
...
'
...
The
H u man Resources Manager calls the agency to discuss some of the terms
and conditions of the contract
...
then role-play the call
...
Employment agency consultant: Turn to page 142
...
I was wondering if
you could give me
...
Certainly, what do
you need to know?
Hello, Ben speaking
...
?
No, don't worry
...
?
There's just one
other thing, I'd like
to check
...
I'm calling about
...
Are you saying
...
Right, I think that's
ali i need to know
...
That's correct
...
79
F stF ess
a itn
General Manager
•
Background
Fast Fitness owns and operates a chain of health and
leisure clubs in the United States
...
It began by opening six clubs in Sao Paulo, Brazil
...
All the
clubs have a gymnasium, with the latest equ i p m e nt,
an aerobics studio, a swimming pool, sun decks, a cafe,
bar and clubroom
...
The performance of the clubs has been disappointing,
and none of them has reached their turnover and
profit targets
...
Fast Fitness recently advertised for a
General Manager
...
•
Required for our chain
of
Health and Leisure Clu
bs
Salary negotiable
Excellent benefits packag
e
:�
The job
eadjnQ ' co-ordinating, and
motivating staff
ncreasmg the revenue and
profits of the sj
...
new business
opportunities
ralsI09 WIth and motivat
ing our team of
managers and their staf
f
• Contrj�uting to marketing plan
s and
strategies
�
:E
:
The person
Dynamic,
...
track record in previous ss
• Th e ability to work with people job s
from different
cultural backgrounds
•
9utstanding communicat
ion and
Interpersonal skills
• A flair for new ideas and organiz
ational skills
Fast Fitness,
New York NY
80 Front St
1 0003-1324
You are directors of Fast Fitness
...
Hold a
meeting to discuss the strengths and weaknesses of each person
...
2
Listen to the interview extracts with each of the candidates and come to a final decision
on who should get the job
...
10 Sean Wilder
�)>> C02
...
12 Martha Gomez
�)>> (D2
...
Experience: Several years as professional dancer in
theaters and on television
...
Outstanding achievement: Introduced fitness programs in
the center for people suffering from Parkinson's Disease and
multiple sclerosis
...
Skills: Qualified in first aid
...
Personality/appearance: Warm, friendly, dynamic
...
Comments: �I hope to buifd new schemes and initiatives to
help people in the community to achieve a healthier lif
estyle
...
"
Believes her main asset is her creativity
...
��
...
A
" "
...
c
...
S
r southern
Educatio
...
Ran sp
for 10 yea
schools
ool
guage sch
schools
...
pi ness by
in Sao Pa
ievjng hap
me t
...
person
...
marrying
uese, and
h , portug
IS
,
ent Eng\'
g, relaxed
Skills: Flu
...
'
y/appearan
the intervie
ually for
personaHt
d very cas
nt
...
h'
believes that
good
ents: He
of be g a
secret
Comm
friendly
pressure
...
he said
...
"
m uCh 0n
many I
...
Thin
n xist;ng
shOU
mbers
...
It
...
persuade
...
h
with staff/
"The
t
and not
\: t��: � :
�
m
si ,
Univer ty
er\
...
dietiCian tB
lned as a
n: Tra
ology
...
ce, Work
...
ege
...
al footba
en' s coll
...
or\d Cup
...
team to
, and sp
football
rtuguese
I , po
ent Engl'sh
ertive,
ass
Ski\\s: Flu
I I s,
Amb't' ou
my
a ance:
a
ity
" Iappe
...
'/1 slOP me from
Personal
g WI
,nterview
...
al cloth
e to
ore cas
life
...
...
advertISIn
an eveni
Is lakrng
ifica Ion
members
...
,
goalS in
n
...
'
FitneS� �uSI
...
t
t vB es lFast
...
Three years' training at RADA
(Royal Academy of Dramatic Arts), London
...
Played a
twenties
...
Has spent the last two years in Florida,
U
...
, working
as a gym instructor
...
"
Skills: Has a black belt in karate; extensive knowledge of
martial arts; fluent Portuguese, Spanish, and Japanese
...
Dressed formally in an Armani suit
...
Comments: Some interesting ideas for improving First
Fitness profits
...
Wants to use his name and
photograph in all publicity for the clubs
...
The sentences below represent a variety of views on international markets
...
STARTING U P
companies
'International markets for labour, capital, goods and services
...
and improve the choice of goods and services
...
and lead to job losses in richer countries
...
and increase wealth everywhere
...
in poorer countries
...
between rich and poor nations
...
� p'p
...
rt
...
for
people to work/study abroad and improve their lives
...
, which benefit consumers
...
...
'
9 lead to damage to the natura1
...
'
10 promote higher
...
'
I]
II
Work i n pairs
...
Which of the statements i n Exercise A do you agree with?
How do you think international markets will develop in the future?
a) you as a consumer?
b) your company/institution?
c) your country?
UNIT 9 •• INTERNATIONAL MARKETS
II
Il
I n pairs, discuss the question
...
14 listen to the first part of a radio i nterview with Ian McPherson, an
expert on international trade
...
It's a situation in which goods come into and out of a country without any
...
D0t
...
I
...
Countries which truly believe in free trade try to
...
', to trade
...
5 and few controls of
6
goods at
...
15 listen to the second part of the interview
...
Explain briefly the meaning of each one
...
e,e are taxe, on imported 9ood,
...
16 listen to the third part of the interview and do these exercises
...
1
When there is a policy of deregulation,
...
b) there are a lot of government controls
...
2 Which benefits of free trade does Ian McPherson mention? Tick the ones you hear
...
' competition, for example, dumping;
protect their
...
(, because their own economies need developing
...
aJ What trend in international trade does Ian McPherson mention?
b) Why does he think the trend is a good one?
D
Use the words and phrases i n the box to complete the table below
...
barriers
o�e"borders
free port
developing industries
dumping
tariffs
strategic industries
restrictions
quotas
laissez-faire
liberalise
customs
deregulation
subsidise
regulations
Open markets
Protected markets
(Trade without restrictions on the
movement of goods)
(Trade with restrictions o n the movement of
goods, for example, import taxes)
open border,
ba rriers
83
UNIT 9 •• INTERNATIONAL MARKETS
D
Match the sentence halves
...
2
You should carry out
b) the delivery date, let us know as soon
as possible
...
4 If you can't meet
d) a market survey before you make a
major investment
...
6
f) an order, press one now
...
Find verb + noun partnerships in the sentences in Exercise F
...
1 To what extent do you have free trade in your country?
2
m
Should certain industries in your country be protected? If so, which ones?
3
V
Trade between
China and
the US
c) both the supplier and the buyer?
Discuss the q uestions
...
Read the two articles quickly and choose the best title for
each one
...
3 million American jobs
b) US protectionism is not the way forward
c) Stop blaming China for US trade deficit
d) Yuan needs to rise against the US dollar
Article 1
by Xin Zhiming
5
10
'The
should
us
focus
on
improving
its overall economic
competitiveness instead
of seeking protectionism
to combat its economic
slowdown,' said the
latest
2008
White
Paper:
American
Business
III
China
...
The US economy is
currently slowing, while
its trade deficit with
Chin
...
The deficit
has led to protectionism
against Chinese goods
and investment i n the US
...
' Instances of
between
co-operation
China and US far exceed
instances of dispute
...
'
from China Daily
84
UNIT 9 •• INTERNATIONAL MARKETS
Article 2
BY ANDREA HOPKINS
China of mani pulating its currency to give
The US trade deficit with China cost
2
...
the Economic Policy Institute said on
s
Chinese companies an unfair advantage
20
in international trade, and are pressing
Wednesday
...
workers who had lost jobs to Chinese
China has said the United States
competition saw their earnings decrease
by an average of S8, 146 each year because
10
the new jobs paid less, according to the
should recognize how much its yuan
25
currency has already risen against the
dollar-it is about 20 per cent higher since
report, funded in part by labor unions
...
"(We hope) it will help to focus the
China has also said the fact that
debate on trade to where it needs to be
right now with respect to China," said
1S
Scott Paul, Executive Director of the
Americans save much less of their incomes
30
than the Chinese do has increased the
trade deficit
...
US
manufacturers,
labor
been extremely popular in recent years
unions,
with US consumers looking for low prices
...
3 The US should argue for a stronger Chinese currency in order to reduce the US's trade
deficit with China
...
Article 2
5
The US should recognise how much the Chinese currency has already risen against
the doliar
...
7 The Chinese save less of their income than Americans
...
II
III
Find the opposites of these words in the articles,
1
free trade
2
upturn
surplus
4
dispute
5
decreased
6
spend
Complete the sentences with the words you found in Exercise C
...
4 The figures show a trade
D
3
...
...
...
...
What do you think will happen to the trade situation between China and
the US?
85
UNIT 9
••
INTERNATIONAL MARKETS
1"'@iBdii!i?i4'
...
Ifyou give us a 10% discount, we'll place a firm order of 2,000 units
...
)
Ifyou don't deliver on time, we won't order from you again
...
)
Will you give us a discount if we double our order?
We use the second conditional when the outcome is less certain or is imaginary
...
If you gave us a 5% discount, we would place a much bigger order
...
What discount would you offer us if we decided to go to another supplier?
Cl Grammar reference page 150
m
Choose the correct verbs to complete the sentences
...
pla�/ place a firm order
...
4 Would / Does it help you if we sent / ore sending the goods by air?
5
6
Il
If you aren't improving / don't improve your delivery times, we 'll have / had to find a
new supplier
...
�)>> C02
...
listen and complete the conversation
...
On 30,000, nothing
...
' offer you 10%
...
And tell me, if we placed a very large order, say 80,000
units,
) to despatch immediately?
We can normally guarantee to despatch a large order within three weeks
...
I take it your price includes insurance?
Actually, no
...
But if the order
...
What about payment?
To be honest, we'd prefer cash on delivery, as this is our first contact with you
...
...
7 you 3 0 days'
credit, maybe even a little more
...
I quite understand
...
I know an excellent restaurant in
Wanchai
...
If I had more time,
...
...
and I need to be at the airport by six
...
...
Li
...
...
...
...
...
...
...
...
...
For
each sentence, decide if the events are:
a) very likely
86
...
UNIT 9
LISTE N I NG
Training for
negotiating
m
III
••
INTERNATIONAL MARKETS
�I)) C02
...
Listen to the first part of the interview
...
19 Listen to the second part and complete the gaps
...
1 - that's what we teach - says that there is no one way,
there are many
...
J, very highnegotiations that are generally win-lose, all the way through to the very, very
...
And there's no right or
...
Andy Simmons
D
�I» CD2
...
What behaviours are appropriate for being a good negotiator?
2
m
1
How do you tell if there is more scope for negotiation?
Discuss the questions
...
How common is negotiating in your country?
Work in pairs
...
)
or a household object to your partner
...
Were you pleased with the outcome of the negotiation in Exercise A?
2
D
1
What strategy or tactics did your partner use to achieve his/her objective?
In his book The Art of Winning, Harry Mills says that most negotiations have
seven stages
...
Put the stages
in order
...
Summarise the details on paper
...
State your opening position
...
o
o
Ready yourself
Prepare your objectives, concessions and strategy
...
Probe with proposals
Make suggestions and And areas of agreement
...
Signal for movement
Signal that you are prepared to move from your original position
...
Exchange concessions
Give the other side something in return for something you need or want
...
21 Listen to seven extracts from a negotiation between two buyers
from an exclusive department store in Moscow and Pierlucci, an Italian
supplier of leather goods
...
Extract 1
Extract 2
b) Probe with proposals
Extract 3
c) Ready yourself
Extract 4
d) Close the deal
Extract 5
e) Explore needs
Extract 6
f) Signal for movement
Extract 7
II
a) Tie up loose ends
g) Exchange concessions
Study the Useful language box below, then role-play these negotiations
...
Student A: Look at this page
...
Student A
1 You are a handbag supplier
...
2 You are an agent for an overseas kitchen equipment company
...
You want the company to:
•
•
•
•
increase your commission on sales from 5% to 10%
invite you for a visit to their head office and pay all the expenses of the trip
make you an exclusive agent for their goods
offer you a five·year contract
...
If you order now,
we'll give you a
discount
...
Right, let's try to get
10% off their list
prices
...
Can you tell me a
little about
...
You mean, if we
ordered
...
?
Are you saying
...
That would be
difficult for us
...
As long as
we
...
PLAYING FOR TIM E
I'd like to think
about it
...
CLOSING THE DEAL
I think we've covered
everything
...
FOLLOWING U P T H E
DEAL
Let me know if there
are any problems
...
An Argentinian exporter is negotiating to sell into the US m a rket
...
Background
The Pampas Leather Company is based in Buenos
Aires, Argentina
...
It uses the best quality leather,
introduces creative designs in its collections,
has excellent quality control and a reliable
delivery service
...
WCA has a
chain of stores in all the large cities on the West
Coast of the US
...
It is now May
...
This will not be easy,
as Pampas has to fulfil several large orders before
dealing with the WCA order
...
Roberto Gonzalez of Pampas has flown to Seattle
to meet Brad Schulz
...
The purpose of the meeting is to make a deal
acceptable to both sides, which could be the basis
for a long-term relationship
...
the WCA team (Brad Schulz and his Marketing
Director): Turn to page 142
...
Then negotiate so that you get the best deal
for your company
...
Indicate
any terms of the contract requiring further
discussion or clarification
...
3 Doing business in ternationally
o Tim Collins goes to Saudi Arabia
Tim Collins, Sales Manager, travelled to Riyadh
to present his company's TV sets to Karim Al
jabri, president of a retail group
...
When Collins finally
met Al-jabri, he was surprised that several other
Saudi visitors attended the meeting
...
During the meeting, Al-jabri often interrupted
the conversation to take telephone calls
...
When Collins admired a painting on the
office wall, Al-jabri insisted on giving it to him
as a gift
...
Two days later, Collins presented his company's
new products
...
The following day, Collins asked
Al-jabri if he wanted to place an order for the TV
sets
...
Collins
thought that meant 'Yes'
...
When he
e-mailed Al-jabri a month later, he was informed
that Mr Al-jabri was away on business
...
In pairs,
discuss his mistakes and
note them down_
2
Turn to page 138 and check
your answers_
3 Draw up a list of advice you
would give a visitor like Tim
Collins_
o
Carson Martin visits Japan
Carson Martin, Managing Director of a Canadian golf
equipment company, travelled to Osaka to meet Vasuo
Matsumoto, General Manager of a sports
goods business
...
He hoped it would be with Matsumoto
alone, but some of Matsumoto's colleagues were
also present
...
When Martin received Matsumoto's
card, he put it away in his wallet
...
After a short discussion, Martin said, 'Well, are
you willing to be an exclusive agent for us or not?'
Matsumoto looked embarrassed, then he said, 'It
will be under consideration
...
Matsumoto went on to say
that he had to consult many colleagues in other
departments before they could make a decision
...
Matsumoto complimented Martin
on his ability to use chopsticks
...
'I hope
they appreciate my gifts: he thought
...
However, six months later, he received an e-mail
from Matsumoto: 'Please return to Osaka as soon as
possible
...
'
Read the case, then discuss the questions
in pairs
...
22 Listen to an expert on
Japanese culture analysing the
case_ Make notes and discuss
her comments
...
On his
return, he talked about the visit with a colleague
...
23 listen to the first part of the
d ialogue and answer the questions
...
23 listen again and answer the
questions
...
24 listen to the second part and
answer the question
...
b) The agenda not being followed
2
4 �)>> CD2
...
Which of the
following upset or frustrated Selig
during his visit?
c) Language problems
d) Too many questions during his presentation
e) Participants didn't accept his ideas
f) Participants were too noisy
g) No progress at the meeting
You are Pedro Oliveira
...
Describe how you
felt about the meeting and
recommend whether or not the
company should proceed with
the joint venture
...
1
to / on / a / fire / get / house / like / on
2
to / in / one's / foot / it / put
3 to / ice / the / break
2
Use the correct form of the idioms from Exercise 1 to complete the
sentences
...
at the party when I asked for a glass of wine
...
...
...
...
ADVICE,
OBLIGATION AND
N ECESSITY
Complete the sentences with should(n't), must(n't) or (don't) hove to
...
have a big meal before a meeting
...
1
2 You
...
The flight attendants are very strict
about this
...
respect the speed limit at all times, otherwise your licence will be taken away
...
work next Monday because it's a public holiday
...
learn some of the
language
...
If you
...
1 Complete the e-mail on the opposite page with the words and phrases
i n the box
...
are willing
best wishes
faithfully
invited
inviting
very much hope
meet you
seeing you
would be delighted
sincerely
would like to
2
•
•
•
•
92
wanted
Write Mr Ferreira's reply to Erman Bayar
...
Explain briefly what your presentation is about and mention that the abstract
is attached
...
Explain why you cannot be there for the second day of the conference
...
�e� � == == == == ==
� F;rrei ra == == == == ==
� ��
�
) I Erma n Bayar
I Forthcoming IRTA Sales Conference
Dear Mr Ferreira,
We
...
You r latest book on cross-cultural
communication, Bridges to Success, has become a best-seller throughout
the region
...
...
The conference will be on Wednesday and Thursday, November 4-5, from
9
...
00
...
) to accept this invitation, could you please send u s the
abstract of your speech at your earliest convenience and also let us know
what your fee is
...
" to the dinner which will be given in honour of
the presenters and of our prominent guests on Thursday evening
...
5
that you can accept this invitation and look forward to
...
6
1
Erman Bayar
8 Human resources
VOCABU LARY
1 Match the verbs (1-7) to the nouns (a-g)
...
1
A
2
If the selection panel members consider that your application has sufficient merit, you
will be contacted and invited to
...
idea of t hei r personality
...
in
order to form a better
3 Many companies would never
...
net'
...
of six months, during wh ic h time
their
5
suitability for the post will be assessed
...
, it is useful to know what kind o f company o r institution is offering
the position, so do your homework!
93
UNIT C •• REVISION
3 look at the Case study on pages 80-81
...
Complete the letter with the correct words
...
' meeting you here at our Fast Fitness headquarters
last Tuesday
...
Since then, we have
...
...
' , and all three were very
Therefore, we are
...
' of General
Manager for our chain of health and fitness clubs
...
' package, including free accommodation and insurance
...
However, we
would like you to
...
Please could you
...
" from you
...
Include the
following points:
•
•
•
94
a) position
thank the applicant for coming to the interview
explain why you are not able to offer him/her the job, despite his/her skills and
experience
say you will keep his/her name on file and let him/her know about any future job
openings
...
1
to comply with
a) a market
2
to carry out
b) a price
3
to break into
c) an order
4
to place
d) a market survey, an enquiry, an investigation, tests
5 to quote
6
CONDITIONS
to meet
e) the delivery date, a deadline
f) the regulations, a rule, an order
1 Match the sentence halves
...
2
If you ordered a larger quantity,
b) the consignment will reach us in time
...
4
If you don't confirm your order soon,
d) we wouldn't do business with them
...
f) they say they'll place an order today
...
1
We
...
2 you
...
3
4
If we don't retrain our staff, they
...
5
Unless we hear from you within five days, we
6
SKI LLS
We
...
If you met your sales targets, we
...
...
Match the expressions (1-5) to the functions (a-e)
...
2 What exactly do you mean?
a) Refusing an offer
b) Playing for time
3
I'd like to think about it
...
d) Closing the deal
5 Right, I think we've covered everything
...
One applies to more than one country
...
2
Don't be afraid of silence
...
4
Initial meetings are generally not private
...
6
During a presentation, you can expect to be interrupted and asked a lot of questions
...
8 Avoid direct questions, especially questions which may require a 'no' answer
...
10 Don't bring up topics of conversation such as crime, the government or deforestation
...
In your opinion, which are the worst?
Are any common in your country?
1
Finding ways of paying as little tax as possible
2
Using your work computer or phone for private purposes (e
...
online shopping)
3 Accepting praise for someone else's ideas or work
4 Selling something as genuine when you know it is not
5
Using your influence to get jobs for friends or relatives (nepotism)
6
Phoning in sick at work when you are not ill
7
Not telling the truth about your age or experience on an application form
8
Not saying anything when you are charged too little for something by mistake
9
Paying people in cash for jobs done around the home in order to reduce the cost
10 Claiming extra expenses (e
...
getting a taxi receipt for more than the actual fare)
III
Are some jobs/professions more ethical than others? How ethical do you think
these professions are? Which are seen as more/less ethical in your country?
accountant civil servant
nurse university lecturer
B
lawyer
soldier
police officer politician banker estate agent
car sales executive journalist doctor taxi driver
Discuss the q uestions
...
in your opinion? Is it just to make money?
2
96
1
What do you understand by the term 'an ethical business'?
UNIT 10
_join\il'M�
...
2
An employee informs some friends about a company takeover before it is generally
known so they can buy shares and make a profit
...
4 An upmarket private airline only employs attractive women under 25 years old as cabin
crew and ground staff
...
6 A car manufacturer is secretly taking photos of a rival's new model at a test track
...
8
Some criminals buy property and expensive cars with money they got from illegal
activities
...
9 A group of rival mobile phone companies get together and agree to charge
approximately the same amount for a range of services and packages
...
Il
Match words from Box A and Box B to make word partnerships which
describe the activities in Exercise A
...
25 Mark the stress in each word partnership from Exercise B
...
listen to the correct answers,
1 Which of the activities described in Exercise A are illegal in your country?
2 Are there any which you think should not be illegal because this damages business?
3
D
In your opinion, which are the easiest or most difficult to control?
Work in groups_ What should you do in each of these situations?
1
Your boss has asked you to make one member of your department redundant
...
Who do you choose?
2
The best-qualified person for the post of Sales Manager is female
...
I f you appoint a woman, you will probably
lose some sales
...
Your boss has ordered you to continue to accept deposits
and payments from customers until the company officially stops trading
...
See the DVD-ROM
(or the i-Glossary
...
It has factories in several countries where wages are very
low
...
97
UNIT 10 •• ETHICS
READING
The ethics of
reSUme writing
iii
I]
I n groups, discuss the question
...
I n pairs, predict five words
that will appear in the article
...
Check the article to see if you were correct
...
The eth ics of res u m e wri t i n g
It's never OK to lie on a resume
...
Korver
How much can you "dress u p " your resume to m a k e yourself as strong a
candidate as possible without crossing the ethical line of deception? Consider a
few conflicting thoughts,
•
•
Over
50% of people lie on their resume
...
com blog about the dangers of lying on your resume elicited 60
comments from job seekers reco m m e n d i n g lying and only 46 discouraging
it
...
companies lie about job requirements
...
•
Executives caught lying on their resumes often lose t h e i r jobs
...
you probably are not tempted by dishon esty
...
•
•
•
Creating a more i m p ressive job title because you were already doing all of t h e
work o f t h a t position
...
Inflating t h e number of people or range of functions for which you h a d d i rect
responsibility because you really did have a great deal of influence over t h e m
...
You create a story that sounds believable but doesn't pass
close examination
...
You develop habits of distorted thinking
...
Here are some tests to
keep your t h i n k i n g clear,
•
Other-shoe tesL How would you feel if t h e s h o e were on t h e o t h e r foot a n d you
were the h i r i n g manager looking at this resume? What assumptions would
you draw and would they be accurate?
•
Front-page test, Would you think the same way if t h e accomplishment i n
question were reported o n t h e front page of t h e Wall Street Journal? O r your
prior e m p loyer's internal newsletter?
But wait, you say
...
a n d I d o not want to sell myself short
...
ask a n old boss
...
it has
many benefits
...
it forces you to think clearly and
sometimes creatively
...
and sometimes your
old boss may give you better ways to represent yourself
...
What reasons are given for not being totally honest on your CV?
2
What can happen to senior managers who lie o n their CVs?
3
Which of the four rationalisations do you think is the most serious? Why?
4
What happens to you when you start using rationalisations?
5
m
1
What are the advantages of asking an old boss?
Discuss the two situations and decide what you would do in each case
...
2
LISTENING
Helping
environmental
research
III
One of your employees, who is not a good worker, has asked you to give him a good
reference
...
�)>> C02
...
Listen to the first part of the interview and complete the
gaps
...
1 research and
...
) organisation
...
4 field research projects around the
...
That involves, er,
...
6
Il
...
...
7
are coping in their natural
...
27 Listen to the second part of the interview and answer the questions
...
26 Listen again and answer the questions
...
What opportunity do companies have with respect to the environment?
m
Watch the
interview on
the DVD·ROM
...
28 Listen to the final part and write three sentences about the
II
In what other ways could businesses involve their em ployees in
environmental issues?
III
�)>> CD2
...
Compare your sentences with a partner's
...
a) She lost her job
...
c) She lied on her ev
...
e) The company found out she did not have a Master's degree
...
g) She got strong performance reviews
...
Past simple
The company fired her
...
Past perfect
She had lied on her Cv
...
I've advised everyone to be honest
...
29 Listen to the conversation again
...
a) past simple
b) past continuous
II
c) past perfect
d) present perfect
Complete this text about a pharmaceutical company with the correct tenses
of the verbs in brackets
...
' (have) a problem last year
We like to think we are an ethical company
...
' (launch) our new product
...
The new product
...
) (sell) very
...
well
...
' (get) good feedback
...
Everyone was happy
...
...
In August
...
7
(start) to get complaints from
some doctors about one of our salesmen
...
8 (complain) about the methods
"
that the salesman
...
He
...
n (take) them to expensive restaurants
...
...
By the end of the year
...
" (receive) over 30 complaints about that particular
salesman
...
articles
...
In the end
...
" (fire) the salesman
...
we
...
IlJ
Tell a story about any of these ideas
...
»)) C02
...
Then answer the questions
...
1
2
We could have a chat with him about his sales reports
...
4
OK, let's look at it from another angle
...
6
Yeah, the problem is, he's a really good salesman, but I agree he needs tighter control
...
If we just have a friendly chat with him, he may not take it seriously
...
)>> C02
...
Tick the expressions from the Useful language box
that you hear
...
The way I see it
is he doesn't like
rules
...
f) MAKING A
DECISION
I'm with you u p to
a point, but it may
not work
...
I!J
The best way
to deal with the
problem is to talk
to him
...
Let's look at i t from
another angle
...
Let's consider
another approach
...
Let's see if we can
sort this out
...
Role-play this situation
...
Your business is losing market share
...
For
example, you are almost sure that your rival has been:
a) trying to obtain information about your marketing strategy from an employee who has
just left your company;
b) offering members of your award-winning window-display team exceptionally high
salaries and bonuses to leave your organisation
...
101
·pIes
fit?
�I» CD2
...
listen and make notes on the
problem
...
UNIT 10 •• ETHICS
Discussion topics for the management meeting
The first item on the agenda is the new drug to treat river blindness
...
They are summarised below in a
discussion document which has been circulated to all participants attending the meeting
...
»
Test results
on PX200,
our new drug
for treating
heart disease
There is great interest i n
PX200,
New dieting
product
Our R&D department has been
developing a new diet drink
which will help people lose
weighl
...
which is in the final stages of
Up until now, we have been
development
...
animals since we claim to be an
However, the reccnt series of
ethical company
...
It seems that some patients
profitable when it is launched
...
Should we make public the results
of this Icst, as we have done with
previolls test results, or should
we withhold the information at
this stage?
You are members of U P's board of directors
...
One of you should lead the discussion
...
The chairperson starts by briefly
summarising each problem
...
Then decide how to deal with the
situation
...
Writing
Watch the Case study
commentary on the
DVD-ROM
...
=:J Writing file page 130
103
STARTING UP
EI
Discuss the questions
...
Compare your list
with other groups
...
list three positive qualities and three negative qualities about this person
...
Match the adjectives in the box to make pairs of contrasting ideas
...
I dynamic
radical ruthless distant conservative approachable principled laid·back
I
UNIT 11 •• LEADERSHIP
II
Complete the sentences with suitable adjectives from Exercises A and B
...
l
1
2
He's very good at pointing out problems with people and systems in the company
...
, but this helps make improvements
...
person, both in the way he dresses and in his dealings with
people
...
4
She has a very clear vision for the long·term future of the company, but many people
think she is too
...
man
...
6
O u r boss is friendly and
...
1
He's very
...
8
III
She doesn't like to rush into things
...
She's very
...
Match the phrasal verbs (l-6l to the nouns (a-fl
...
Can you think of any leaders who were not up to the job?
2
When was the last time you took on responsibility for something?
3
See the OVO·ROM
for the i·Glossary
...
4 Why do leaders hand in their resignations? Can you give any examples?
�
V
5
_
...
)>> (02
...
Which five a reas does Elizabeth think are
important for a good business leader?
,
...
33 Listen to the second part and answer the questions
...
II
What qualities do natural born leaders possess?
Can people who have acquired leadership skills beat natural born leaders?
,
...
34 Listen to the final part and decide if these statements about
Elizabeth Jackson's husband are true (T) or false (Fl
...
3
He is a natural leader
...
4
He is a creative thinker
...
105
UNIT 11 •• LEADERSHIP
a
FT
In groups, write down four things that you know about l'Oreal
...
Father of the feel-good factory
by Jenny Wiggins
s
10
15
20
25
30
Sir Lindsay Owell-Jones does not like
being photographed
...
He exudes the
air of a man who has done this many,
many times before
...
For nearly 20 years,
he was Chief Executive of L'Oreal,
the world's biggest beauty company
and owner of brands slich as
Maybelline, Redkcn, L11lcome and
Vichy
...
handing over the job to
Jean-Paul Agon, he remains Chainnan
...
has spent the beller part of his
life trying to convince women and
men that buying L'Oreal 's lotions and
shampoos will make them feel good
...
Yet he was drawn to the
beauty company
...
Cosmetics is a business of intuition
...
'
He
credits
his
predecessor,
Fran�ois Daile, with teaching him
basic business sense while he was
working his way up the ranks of
L'Oreal
...
But he was a genius
...
So
when I gal the job as Chief Executive,
it came totally naturally to me that
my priority was going to be to write
L'Oreal in the sky of every country in
the world
...
Annual sales
rose from a few million euros to more
than €l7bn as the company acquircd
foreign cosmetic groups such as Shu
Uel11unl in Japan, Kichl's in the US
and the Body Shop in Britain
...
'My mother
dreamed of panics at Monte Carlo
and the bright lights
...
Ir
was easy as a teenager in a slightly
grim 1950s Britain [0 see the cars
going into Monte Carlo and to say
...
"
Read the article again and match the descriptions below (1-10) to these four
people
...
a) lindsay Owen-Jones
c) Fran,ois Dalie
b) Jean-Paul Agon
d) lindsay's mother
1
had international ambitions from a very
young age
...
2
runs L'Oreal
...
3
is Chairman of L'Oreal
...
9
climbed the career ladder at L'Oreal
...
4 was attracted to L'Oreal before it
became very successful
...
Take three minutes to make some notes about l'Oreal
...
Your partner will then ask
you a question about it
...
1
Such expertise derives
...
2 Although he stepped
...
the job
...
3
He credits his predecessor, Fran,ois Daile ,
...
4
...
the ranks of L'Oreal
...
parties at Monte Carlo
...
1
Would you like to work for Sir Lindsay? Why? / Why not?
2
What kind of leader would you like to work for?
3
Who is the worst leader you have come across?
Defining clauses provide essential information about the subject or object of a sentence
...
Relative clauses
•
•
Who or that are used for people
...
Boldness and vision are qualities that/which all leaders should have
...
The sentence still makes sense without this information
...
•
•
Who (not that) is used for people
...
Which (not that) is used for things
...
I:)
iii
Grammar reference page 151
Complete the sentences in the job advertisement with who or which
...
1 owns a number of famous
'
brands
...
is looking for
a first·class leader
...
We are
seeking a highly motivated candidate
...
We
need a Managing Director
...
...
...
and
...
The successful candidate will
lead a winning team
...
...
107
UNIT 11
••
LEADERSHIP
m
Complete the quotations below with the relative pronouns in the box
...
has never learned to obey cannot be a good commander
...
,)
3
'A leader shapes and shares a vision,
Charles Handy (British writer)
4
'A leader should be humble
...
A leader is someone
...
' T
ommy Lasorda (US sports
personality)
5
Ii
'The job for big companies, the challenge
...
people can reach their dreams
...
knows what they want to achieve and can communicate
that
...
gives point to the work of others
...
Add the pronouns where
appropriate
...
5
strong f
ederal commilinent 10 keeping the
15
Internet open
...
and responsive to citizens
...
is critical 10 our
must recognise its limitmions
...
future economic growth
...
More than ever, we need a leader will look
proved to be vital to cllIreprencurs and
generate
beyond the old thinking and orthodoxies and
per cent of new jobs in the US
...
Comment on the following statements
...
2
Speak more slowly than you normally do
...
4
Involve the audience
...
6 Always keep to your plan
...
9
Read out your presentation from a script
...
Stand up when giving your presentation
...
35 Listen to a presentation addressed to a com pany's sales team about
the launch of a new range of tennis rackets, under the Excel brand
...
USEFUL LANGUAGE
ASKING FOR OPI NIONS
INVITING QUESTIONS
Good morning
...
If you have any questions,
don't hesitate to ask
...
everyone, welcome
to
...
STRUCTU RING THE
PRESENTATION
I'm going to divide my talk
into four parts
...
After that,
...
Finally,
...
As you know,
...
CONCLUDING
,
As you are aware,
...
Thanks very much
...
Thank you for listening
...
...
Let's start with the
background
...
Choose one of these topics
...
g
...
After each presentation, rate the
following aspects of the presentation from 1 to 5 (1 = unacceptable, 2 = fair,
3 = average, 4 = good, 5 = excellent)
...
The presentation was clear
...
The presentation had a logical structure
...
TOTAL:
/25
109
Background
Una Sports S
...
A is an Italian sportswear manufacturer
...
Originally, it specialised in
tennis shoes, but later it diversified into football, athletics, tennis and volleyball clothing
...
During the last three years, Lina Sports's annual results have been disappointing
...
At present, it is reviewing its strategy in order to improve its performance
...
A giant French retailing group has announced that
it would like to acquire the company, but only in the event of a 'friendly takeover', with full
agreement from the present management
...
He would like to become
Chairman of the company in the near future and to appoint
one of the present directors as CEO to run Una Sports
...
Each candidate will present his/her ideas for the company's
future strategy to the board of directors
...
I
••
LEADERSHIP
...
SPOR�
Problems faced by Lina Sports
A report by IPS Consultants identified four reasons for Una
Sports's poor results in recent years
...
Strategy
Strategies for turning round the
company
The leadership candidates will present three alternative
strategies for the Board to consider
...
Do not
discuss your choice at this stage
...
Strategy
2
Una Sports should acquire a number of smaller companies
and focus more all making sports accessories
...
1
Divide i nto two groups:
Group A: The three directors, each presenting a different strategy to the board
Group
2
B:
Members of the board
...
Director 1: Turn to page 139
...
3
Director 3: Turn to page 139
...
Each director presents his/her ideas for the company's future strategy and answers any questions
the other board members wish to ask
...
5
All board directors discuss the future strategy of Una Sports and add any comments they wish
...
Ask the Head of JPS to comment
on your decision
...
l
Writing file page
Watch the Case study
commentary on the
OVO-ROM
...
Then turn to page 140 to find out your
score
...
a) very competitive
b) fa irly competitive
c)
not at all competitive
...
bl It's not the winning that counts,
it's the taking part
...
2 Which of the following would
satisfy you?
al Earning more than anyone
else you know
...
cl Earning enough to have a
comfortable life
...
Do you:
aJ spend €12
...
000 on a middle
range car?
cJ spend the entire €50,OOO on a
flashy, top-of-the-range car that
will impress all your friends?
4
If a colteague did something
very successful, wouLd you feel:
aJ pleased for them?
bJ pleased for them, but a bit
jealous?
cJ very jealous and unhappy?
5
If you Lose at something
...
but keep it to yourself?
cJ feel sorry for the person who
tost?
What do you want for your children?
Do you want them:
aJ to be happy?
bJ to achieve more than you did?
cJ to be the best at everything?
8 You are at the traffic lights next to
another car
...
Do you,
aJ let the other car go first?
bJ move away slowLy, without being
aware of the other car?
cJ try to be the first away?
9
You are waiting to check in at a
crowded airline counter
...
Woutd you,
aJ push your way to the front?
bJ insist loudly that a fair system is
adopted?
cJ keep quiet and wait?
1 0 How d o you feel about doing this
quiz? Do you want to:
aJ show you are the most
competitive person in the group?
bJ show you are the Least
competitive person in the group?
cJ find out something about
yourseLf?
UNIT 12
rJ
COMPETITION
There are many idioms from sport used in business, particularly when
talking about competition_ Complete the idioms below with the nouns in
the box
...
6
move the
7
to be neck and
8
ahead of the
...
9
a one-horse
10
race
neck
o n the
...
...
...
...
...
...
...
5 a major
...
Remember to change the verb form where necessary
...
l
...
any more
...
family-owned company
...
2 They are so far ahead of their competitors in terms of new products that it has become
It will be years before their rivals catch up with them
...
3
...
...
It'll never work
...
...
...
We are
...
...
...
...
According to independent
...
research, we're also
Although the market has expanded, there are still really only two
They will fight it out for market dominance
...
1
Have you ever felt you were {logging a dead horse
a) at work?
b) in your private life?
2 Which companies are ahead of the game in your industry or the industry
you would like to work in?
3
Can you give an example of a situation when
a) someone moved the goalposts?
See the DVD-ROM
for the i-Glossary
...
Il
Read the first two paragraphs of the article
...
Write 'M'
(McDonald's) or '5' (Starbucks) for each one
...
His appointment comes
after a dark J 2 months
for Starbucks, which has
seen it lose QuI (0 rivals
such as Dunkin' Donuts
and
McDonald's,
who
have begun to replicate its
success
...
Instead, he will focus on
the company's imernational
money
usmg
plans
...
Fast-food
giant
McDonald's is
set
to
take on Starbucks in the
competitive coffee market,
40
with plans to open coffee
bars across the United
States
...
Although there i s 110
fixed timescale for the roll
35
out, trials are already under
way, and it is believed the
50
55
push could add $1 bn a year
to McDonald's S21
...
The aim is
to compete head-to-head
with Starbucks in the ever
increasing brewed coffee
market
...
This is in direct contrast
to McDonald's traditional
65
approach, where products
tend to be made out of sight
from the consumer
...
In a direct side-swipe at
its coffee-focused rival, it is
even going so far as to use
the difficulties customers
80 often have in pronouncing
'laue'
words
like
in
consumer advertising in
85
90
95
Kansas City, where one of
the trials is taking place
...
'Ul
told the Daily Telegraph
that the push is part of
the
company's
global
focus on offering 'great
products at great value',
suggesting the price point
will be somewhat lower
than that of Starbucks
...
from the Daily Telegraph
III
Reread the article's headline and first three paragraphs and find the
prepositions that go with these verbs
...
a) to not get something because someone else gets it instead
b) to compete or fight against someone
c) to give all your attention to a particular thing
d) to take something else's place
e) to deliberately cause problems
D
Match the phrasal verbs with take (1-5) with the meanings (a-e)
...
1 We were going to
...
2 They pretended it was a merger, but it feels like we were
...
when the president announced his resignation
...
a loan these days
...
m
Answer the questions
...
36 Rory Taylor is Media Relations Manager for the UK's Competition
Commission
...
1 What does the Competition Commission do?
2
I!I
Why are they investigating the ownership of U K airports?
�)>> C02
...
1 For the Competition Commission, the most important thing is the n u m ber of providers
in a market
...
4
Rory Taylor
I n static markets, there is not much competition
...
�)>> C02
...
Watch the
interview on
the
DVD-ROM
...
' market
...
...
less
...
",
...
Starbucks was started by Howard Schultz
...
Howard Schultz was awarded an athletic scholarship to Northern Michigan University
...
Howard Schultz was named ChiefExecutive by the company's Board
...
It has been agreed that the prototype will be tested next month
...
g
...
Some verbs which often appear in the passive are: (be) born, situate, design, estimate,
bose, test, accuse, jail, shoot, bother
...
Correct the incorrect ones
...
2 The leadership contest was depended o n the boardroom vote
...
5
They are depend on the CEO to show strong leadership
...
7
I can't be bothered to finish this report
...
9
Problems may be occurred after the leadership vote
...
1 1 The President of the company was born in 1962
...
Il
Look at the minutes of a company meeting
...
Minutes of the planning meeting
'
The monthty meeting
...
00 hrs on
Wednesday 15th February
...
2
(attend) by the Chief Executive Officer, LP Williams,
J Morrison (Sales), SP Thompson (Marketing), LK Tin
(Property Management) and SH Ho (Human Resources)
...
' (circulate) earlier and that it
'
...
5 (force)
to deal with the crisis now
...
The
Sales Manager reported that prices
...
The Marketing Manager confirmed that the advertising
budget
...
• (commission) to see how
strong competition had affected the company's products
...
' (inform) by the Property Manager
"
that agreement
...
" (investigate) with a view to
creating new outlets
...
(implement) and that so far, 50 long-serving employees
...
...
39 An Italian bicycle manufacturer wants to enter the S wedish market,
using an agent
...
listen to the discussion between them and
answer the questions
...
1
We must talk about price first
...
2 There's no way we can give you any credit
...
3
c) Could you possibly give me a discount?
4
I won't lower my price
...
5
II
I want a discount
...
e) I think we should talk about price first
...
40 listen to and complete the extracts from the negotiation in Exercise
A
...
1
A non-exclusive
contract
2 No, that's
...
for us, too
...
for us
...
than you
...
a rate of 15% on all the revenue you obtain
...
We
...
7
How much
8
We'll
...
with this
...
?
...
9
10
III
...
...
It
...
Be diplomatic
...
You want a 10% discount
...
You want delivery in two weeks
...
You don't give a discount for orders
of less than 100 bottles
...
You can deliver in three weeks
...
USING SPECULATIVE LANGUAGE
It would probably arrive late
...
It could be a problem
...
Unfortunately, we can't deliver
any earlier
...
We were expecting
...
We were looking for
...
We had in mind
...
It is keen to negotiate new contracts with exciting producers
who will give it excellent value and reliable service
...
, based in Miami, Florida,
owns a chain of stores selling high-class
jewellery products
...
Its profit margin
on most of these products is at least
80 per cent
...
The buying department of
Fashion House wishes to purchase 5,000
necklaces and bracelets and 3,000
earrings
...
The company is confident of selling 3,000
necklaces and bracelets and 2,000 earrings
and the remaining items should sell if prices are
competitive and the demand is high
...
Members of the buying department are now
visiting companies in India, Peru and Chile
...
They have contacted three companies who have
shown interest in doing business with them
...
Necklaces/bracelets: 2,000 of eac
bracelets should be avaIlable by
itional 3,000 necklaces and
Add
1 5 November
November
,
E'lrrings'' 3 000 available by 30
...
'
l
e
...
lacIe , amber
by well
...
and marcasite
...
60
$80-$ 100; earnngs $40Necklaces $ 1 00-$ 120; bracelets
No information
goo d5 a re
placed; remainder payable W11en
50% deposit when order
shipped
No information
ucts are
All quantities of the prod
large orders
in slock, but several
must take
fOf important custo mers
priority
...
0; bracelets
(USS) Necklaces $20-$4
Unit cost
$25-$50
...
No information
Discount
information
Returned goods No
No information
Guarantee
Quant ity
1
Read the information about each supplier
...
Which supplier looks the
most attractive at this stage? What problems,
if any, could there be with each supplier?
2 Work in groups of three buyers and three
•
Necklaces and earrings: all quantiti
es
are in stock and will be available
by
15 November
...
Product features Beautiful, eleg
ant jewellery made
from precious stones
Vibrant colours, high standard
of
craftsmanship
Unit cost (USS) Necklaces S60$70; bracelets $40$60; earrings $60-$90
Delivery
No information
Payment
40% deposit when order
placed;
remainder to be paid after 30 day
s
On receipt of the company's invo
ice
Discount
No information
Returned goods No informa
tion
Guarantee
No information
3
Each buyer meets one of the suppliers
...
Negotiate to get the best terms for your company
...
went
...
Buyers 1-3: Turn to page 139
...
What are you happy and unhappy about?
What would you do d ifferently next time?
Supplier 1: Turn to page 143
...
Supplier 3: Turn to page 1 45
...
Suppliers: say how you would negotiate
differently next time
...
=:)
Writing file page 127
Watch the Case study
commentary on the �
DVD·ROM
...
1
How close do you like to be when speaking with a business colleague?
2 How much eye contact are you comfortable with?
3 Are you comfortable with long periods of silence?
4
How do you feel about interruptions?
o ">D (02
...
Complete the table with the appropriate cultures
...
�
...
"
...
...
In groups, discuss some of the things that would be seen as rude in your
culture and also any things that you know would be rude i n other cultures
...
•
CULTURAL AWARENESS
...
Choose four topics from the list below to
talk about in your presentation
...
Look at the audio script on page 165 for
help with the language of how to organise
your presentation
...
Discuss
which was the most interesting
presentation and why
...
A
B
money
testing
sex
laundering
animal
goods
counterfeit
fixing
price
discrimination
2
Choose the correct word partnership from Exercise 1 to complete the
sentences
...
conspiracies in both their cargo
and passenger operations
...
is important to medical
progress
...
directive was passed to prevent the proceeds of organised crime
circulating through the financial system
...
were sold online
...
...
NARRATIVE TENSES
Choose the correct tenses to complete the text
...
It was selling really
well, but then one day dozens of customers
...
and complaining that the shampoo was burning their scalp
...
(heard / were hearing) that one of our products
...
' (did / were
doing) about this problem
...
...
Honestly, we didn't understand what
...
We are a
responsible company and, as you would expect, we
...
We had invested a lot of money in the testing and marketing and now we
...
We
...
' (decided / had decided) to recall the shampoo
...
In each line (1--6), there is one wrong
word
...
UNIT 0
Dear
1
••
REVISION
Mr Pattison,
Please find attached Ihe expenses claim form that you send
to our Accounts
Department last
2 wee k
...
3
F i rstly,
4
look I h e m We also need to know the reason for
£60 that you enlering under 'sundry expenses'
...
5
6
we need 10 know Ihe names of Ihe customers that you taken for lunch on May 1 2 , as
well as the name of the restaurant which you
...
1
Someone who is a p p
2 An
3
_
nc
_ _ _ _ _
_ _ _ _ _ _ _ _ _
is friendly and easy to talk to
...
Someone who is
Iis
probably impossible to achieve
...
5
_ _
people are determined to get what they want and do not care if they hurt
I h___5
other people
...
2
Write the phrasal verb which can form word partnerships with all the
nouns and noun phrases in each line
...
...
your homework / your keys when you leave the hotel / your
resignation
3
to
...
5 to
6
RELATIVE
to
...
a hard time / heavy criticism
...
...
an argument / a plan / a suggestion / a proposal
...
...
Complete the sentences with a relative clause using the information in the box
...
It organised business travel for top execulives
...
tl-ha -r re m e a
...
She is fluenl in four languages
...
We had put forward some proposals
...
123
UNIT 0 •• REVISION
1
We went to the workshop
...
at Li
...
a
...
��"o
...
d
...
to
...
r
2 Most of the proposals
...
3
The firm,
...
4
What's the title of the talk
...
, heads our translation service
...
were unable to come
...
?
12 Competition
VOCABU LARY
Complete the idioms in the sentences with the words in the box
...
None of his ideas could possibly be put
into practice
...
businesses, regardless of their size and nationality
...
to all
3
Smaller countries became frustrated, believing that the big powers kept moving the
...
4
The creativity of our R&D people has enabled our company to stay ahead of the
...
5
The two rival companies were running neck and
...
6
Un precedented state involvement in the car industry has put governments i n America,
Germany and elsewhere in the driving
...
7 We are a French company, but our goal is to go international
...
It's extremely important for us to keep our eye on the
in France
...
1 Someone tests all our new products in our laboratory
...
" r
...
i:eJt" d
...
2 Every member of staff reads our weekly newsletter
...
3
...
A company driver will meet the conference delegates at the airport
...
at the airport by a company
driver
...
Our health and safety regulations
...
as soon as possible
...
Three of their subsidiaries
...
6 We are currently developing a new sugar· free soft drink
...
currently
...
I accuse
1
discuss
estimate
found
know
own
supply
sell
I
A number of multinational enterprises taking advantage of lower wages and labour
...
standards abroad
...
at auction tomorrow
...
at $lm-$1
...
3
Currently seven of the UK's airports
...
4
...
also
...
not
...
...
6 There are rumours of a takeover
...
currently
...
at the highest levels
...
1
Whether we send you replacements or credit the amount to your account
2 This is just to confirm the main points
3
The goods will be shipped to you
4
Second ly, we agreed that you would receive
5
However, the deluxe items will not be sent until mid·May,
6 Finally, it was also agreed that faulty or damaged goods
a) a trade discount of 5% off list prices
...
c) as they are not available from stock at present
...
e) that we agreed on during our negotiation last Monday
...
2
Put the sentences in Exercise 1 in the correct order to form a paragraph
...
1
How { like to be { a business colleague { you { speaking with { when { close { do { ?
2
How { eye contact { with { comfortable { much { are you { ?
3
How { prolonged periods { comfortable { are { of silence { you with { ?
4
How { do { interrupted { you { being { feel about { ?
2
Plan a short presentation in which you explain how people in your culture
feel about the four aspects of verbal and non-verbal communication
mentioned in Exercise 1
...
Dear Mr Gurcia
-
/
�===============j
/
Common abbreviations
Re: Roxanna Garbcy
Roxanna Garbey has been accepted for a position as Passenger Service
Agent with Far Eastern Airways at Galwick Airport
...
regardin g
In order for Roxanna to work at Gatwick
...
She has given your
encs
...
I would appreciate it if you could complete the enclosed form and return it
to us as quickly as possible
...
but can only do so after we receive your reference
...
Press releases
The aim of a press release is to draw
a forthcoming event to the attention
of the people who choose what i s
reported in the media
...
Note that i t s i m p o rtan t to p rov i de a
contact name and address for further
i nformation
'
...
I enclose a stamped addressed envelope
...
-f- Yours sincerely
':j\fJ¥
Vv- J- t
...
Den
�
Personnel Manager
Press release
For:
r-f-e Release date:
Subject:
Business editors, national press; motoring press
26 October
Revolutionary new car to be unveiled at Motor Show
After weeks of rumour and speculation, ITS will unveil their revolutionary
new concept car at the T
okyo Motor Show on 3 November
...
Massive public interest is expected
in this vehicle of the future
...
com
WRITING FILE
E-mails
� To:
,_ �
/
�
From:
�
__
__
__
__
__
__
__
__
__
__
__
__
__
__
Be careful to type in all e·mail
addresses accurately
...
tom
...
com
Harry King
mary
...
com
claudia
...
com
Friday's meeting
Tom
Just to confirm that we will be able to attend the meeting next
Friday
...
Harry
To :
§I
This style of e·mail is similar to a
standard business letter
...
From:
Subject:
John Waters (John
...
com)
Peter Lewis
Extension of trading agreement
Dear Mr Waters
It was very good to see you again at our meeting in Paris
on
1 6 July
...
We agreed Ihat your company will continue to represent us and
to promote the full range of our services throughout Europe, the
Middle East and North Africa for three years, with effect from
1 August
...
least
Full delails of the payment we will make and the expenses we will
cover are included in the attached agreement
...
We look forward to continuing to develop our business in the region
in association wilh yourselves
...
f----
FAX
Alice Wong
TO
Fax
Faxes may contain the following
headings:
To / From / Date / Subject /
No
...
Falcon Hotels
Fax
No
00 (0)20 7945 2647
Date
No of pages
The style of a fax message may be
formal, informal or neutral, depending
on the subject and recipient
...
00 per night (excluding sales tax)
...
We look forward to
m eeli n g you
shortly
...
No
...
sto o
...
9
Zofia Nadstoga
Agendas
Always put the title, date, time and
venue (place)
...
00
Venue:
Room 2 3 M , Shaw House
c) Correspondence
ADB means 'any other business'
...
128
Complaints about reception staff
New brochure
3
Date of next meeting
1
2
d)
Price list for next year
4
New product presentation
5
AOB
WRITING FILE
Action m i n utes
For most business meetings
...
l\Ilinutes of the management meeting
Date
I March
Venue
Room 23M
...
B i l l B race
...
Iwona Pawlowska, Gareth M assey
Action minutes are intended to make
sure that decisions of the meeting are
understood and carried out
...
There is a brief summary of the
discussion for each item on the agenda
...
2 New brochure
The Marketing Department is speaking to all senior
managers about this on an
BB
5 March
individual basis
...
along with any
deadline
...
3 Price list
We agreed that our new pri ces this year will be
contained in a separate book l et , rather th an as part
15
BB
March
of the New Product Brochure
...
Next meeting:
Venue:
18 March
...
00 a
...
To be con fi rmed
Action plan
We plan to launch the new range in November
...
January
An action plan focuses on key events
Com plete test marketing and report back findings to Research and
and is usually based on a timetable
...
and verbs are usually
imperatives (complete
...
etc
...
April
Agree final specifications with manufacturers
...
May, June
Manufacturing
July
...
including media interviews and features
November
Launch at Milan T
rade Fair
129
WRITING FILE
Reports
The format used here is suitable for
formal reports:
A report should be well organised, with
information in a logical order
...
It will
depend on:
•
title
executive summary
introduction
findings
conclusion
recommendations
•
•
a) the type of report
•
b) the company style
...
It gives the reader a quick
overview of the total situation
...
f-
Executive summary
We have been contacted by Lenz AG, a German man ufacturer of
mobile telephones, and asked about the possibility of a co-operation
agreement
...
Tests show that their product is a very good one and popular
with our target market
...
...
r-f-
...
Findings
1
Lenz has been developing cheap, small-scale electronic devices
for 35 years
...
These have been very
successful
...
2
Our new Executive Organiser software has a lot of attractive features
for the travel ling businessperson (e
...
address book, e-mail, video
and voice recorder, street-finder function, etc
...
The cone/usion i s what you think about
the facts and how you interpret them
...
...
-
...
Tracy Cruickshank
Research and Development Director
1 9 October
130
WRITING FILE
Sum maries
When y ou summarise something, you
express the most i mportant facts or
points about something in a short a n d
clear form
...
A Nielsen Media Research study released o n Wednesday found that
Spanish-language television viewers pay more attention to commercials
and are more likely to base their purchasing decisions on advertisements
than other US consumers
...
the marketing communication agency, released a study that showed
Hispanics are more aware of brand names than other US consumers
...
The US Hispanic popuLation is
estimated at about 39m
...
Here is an example of an original text
and two sample summaries
...
Fifty-two per cent of Hispanics say they frequently get information for
making purchase decisions from watching TV commercials in Spanish
...
Recent research has found that Spanish TV viewers are very influenced
by television commercials when they buy products, and they also know
more about brands than other people i n the United States
...
even though other
viewers are tired of them
...
whereas
only 7% of non-Hispanics do
...
[96 wordsl
"
Sometimes a summary can be
expressed in a series of short
numbered statements
...
Research has been carried out into this group's buying habits
...
2
•
Notices are used to inform people about
changes of plan, instructions or warnings
...
Information must be presented in a
clear, concise form
...
It must have the name and position of
the person who wrote it and the date
...
4
N otices
They know more about brands than other consumers
...
O n ly 7% of n o n - H ispanics do so
...
3 0 a
...
o n Tuesday
7 November for staff training
...
Antonia Valdes
/
Branch Manager
2 November
131
1
You have forgotten the
name of the person you
are talking to
...
2
Which of the following
cultures are generally
comfortable with
interruptions?
a) Latin American
b) Asian
c) north American
d) north European
You are having d i n n e r
with a foreign colleague
in his/her country
...
6
You are i n a restaurant
with a n i m portant client
...
14
Invite someone out to
d i n ner
...
His/Her
food arrives b e fore yours
...
19
Give your e-mail add ress
...
25
I n which country i s it
illegal to drin k anything
alcoholic and drive?
a) Sweden
b) France
c) the U K
d ) t h e USA
26
Reco m m e n d a restaurant
to a client
...
m
...
Introduce
yourself to the p e rson at
the reception desk
...
Thank him/her
...
When you land on a square, decide what you would say in that situation or answer the relevant question
...
5
The winner is the player who reaches FINISH! first
...
Place counters on WHAT DO YOU SAY? The first player to throw a six begins
...
You
want to get away from
someone who will not
stop talking
...
You do not
drink alcohol
...
5
You should not point the
sole of your foot towards
your hosts
...
He/She
telephones you to ask
if there is anything you
don't eat
...
17
A visitor wants advice on
how to spend an evening
in your town
...
22
You are on the phone
...
23
In which country is it
not essential to arrive at
business meetings on
time?
a) Germany
b) South Korea
c) Vietnam
d) France
27
You are o n a plane
...
28
In which country should
you always use your right
hand to hold a business
card?
a) China
b) Japan
c) India
d) the UK
29
vou are having a small
dinner party
...
33
In which country should
you greet everyone when
entering a lift?
a) the U K
b) Japan
c) China
d) Saudi Arabia
34
You meet a business
contact at the station
...
4
133
1 Brands, Starting up, Exercise A, page 6
1
2
3
4
5
6
7
8
9
10
1
INTERBRAND LIST 1999
Coca-Cola
Microsoft
IBM
General Electric
Ford
Disney
Intel
McDonald's
AT&T
Marlboro
1
2
3
4
5
6
7
8
9
10
INTERBRAND LIST 2007
Coca-Cola
Microsoft
IBM
General Electric
Nokia
Toyota
Intel
McDonald's
Disney
Mercedes-Benz
Brands, Skills, Exercise D, page 1 1
Student A
I n your opinion, the Cecile products have sales potential, but the marketing strategy is
wrong
...
a new logo
...
a much wider range of products and designs - at presentthere are only five in the collection
...
'O n ly for you' has not been successful
...
Travel, Reading, Exercise B, page 16
Business travel on a budget
The mere existence of business class
and 'business hotels' tends to convey
s
the impression that anyone travel ling
in connection with work has cash
to spend
...
UK
based John Cox, who runs his own
publishing consultancy, is a perfect
10
15
20
example: ' ) mainly H y o n Star All iance
carriers and do between 80,000 and
100,000 miles a year, mostly across
the Atlantic with United
...
Sometimes
I even go on a Saturday to gel the
lowest fare
...
'
For simple trips - three days in New
134
25
York, for example - he suggests
seeking a city break from a tour
operator, which might incorporate a
fare for midweek flights at the same
sort of level otherwise available to
passengers flying on Saturdays
...
'
Regarding hotels, Mr Cox says,
'I want a certain level of service,
Internet access - preferably wireless
ticket bill by booking in advance
and avoiding peak travel
...
·
High-speed, in-room Internet access
study
published
by
BTl
UK
showed companies could make the
greatest savings by booking flights
50
55
three to four weeks in advance
...
' I ' m probably the world's
greatest customer of public transport
...
On the
AirTrain and subway, it's only $7
...
flew to Linate
60
6S
is
becoming
available
further and
further down the price scale
...
Final ly, remember that
hotel
groups have shifted to 'dynamic
pricing' , which is jargon for doing
what airlines do: altering rates to
renect demand
...
ACTIVITY FILE
2 Travel
...
page 20
Head oI Travel
...
Here is
your diary for the week
...
m
...
m
...
m
...
Skills
...
page 41
Students A and B
Student A: You are attending the conference with your boss (Student B)
...
1
Decide together on the following:
•
•
•
•
company name
activity / area of business
department you work for
recent activities
2 Introduce yourselves to the people at the conference
...
Note: you both enjoy talking about your department
4 Organisation
...
page 43
Vice·President
You chair the meeting
...
Listen to the
opinions, then make up your mind
...
Add any
other paints you can think of
...
Some staff will not be able to move because they are caring for elderly relatives
...
But
...
The working environment in the new building will be good for communication and staff
relations
...
Rising rental costs in Paris will make it difficult for InStep to expand in the city
...
Following
disappointing
results from FedEx in the US and
fears of a credit crunch, the FTSE
100 fell 1 25 points or 1
...
9, while the FTSE 250
fell 1 89
...
9 per cent to
9,538
...
The best
was Smith & Nephew, Shares in
the medical devices group rose
2
...
S&N was also
15 supported by rumours of a bid
approach from a Japanese company
...
down 5
...
This was
25
because of worries about increasing
fuel prices
...
lost 5
...
Following recent floods in
lhe US, lhe cost or com has risen
25 per cent
...
g
...
You have your own company, Wangli Products
...
The average price of a sculpture is $ 30,000
...
The lunch box has sections for food, such as cheese and
fruit, and small and large pots for milk, yoghurt, fruit
juice, etc
...
The sculptures are aimed at all art lovers, but especially
wealthy collectors
...
Advantages for tycoons
The sculptures are very popular
...
Negotiating terms
You want the tycoons to invest $ 200,000 in 100
sculptures
...
You moy invent any other inf
ormation you wish
...
Y must decide if it is worth increasing your
ou
offer
...
Alfresh is aimed mainly at schoolchildren, but will also be
used by adults
...
You need
additional finance to launch and market the new product
...
5m/ $ 1
...
You may invent any other information you wish
...
You must decide if it is worth
increasing your offer
...
136
ACTIVITY FILE
8 Human resources, Reading, Exercise A, page
76
Article B
by Alison Maitland
Nissan
in
Motor's
Japan
used
customers'
often
the
late
sales
to
homes
in
the
showrooms
\Vomen
execlitives
take
cars
for
viewing,
evening
...
its managers in an industry
'Women
Nissan
more than doubled recruitment of
17
female engineering graduates to
an
says
that
getting
more
55 in which 80 per cent of employees are
engineers, i s important to its success
...
35
in
the average is just 0
...
of female salespeople has jumped
personal
the opposite
...
In fact, it is signed to be
2004,
in the Driver's Seat' initiative has
operate morc regular working hours
...
'In
Japan
...
FcmaJe
customers
40
situation, \Ve
should
Director in Japan
...
organ ised
the car
...
Last
and
year, it \Von the top-selling spot
1Il
choice between work and family
...
campaigns for the advancement of
\Vomen in business
...
Ms Takahashi says,
hit
is
'I
am
closely
8 Human resources, Skills, Exercise C, page 79
Human Resources Manager
You are the Human Resources Manager for the Dolphin Department 5tore
...
Call the agency,
identify yourself, state the purpose of the call and get the necessary information
...
137
ACTIVITY FILE
9
International markets, Skills, Exercise E, page 88
Student B
1
You are a buyer for a department store
...
You are the director of a kitchen equipment company
...
9 International markets, Case study, page 89
Information file: Pampas Leather Company
Models
You can supply three models: the Clubman, the Nightrider and the Look
...
made of
high·quality leather and has a unique design
...
Quantity
You want WCA to place an order for at least 3,000 jackets
...
Try to persuade WCA to buy a large number of the
Clubman model, as you make most profit from this model
...
Discounts
Your policy is to offer new customers a 2% introductory discount on list
prices for a first order, and 3% for further orders
...
Guarantee
Three years
...
It is polite to accept at least one
cup of coffee or tea
...
3
Coliins shouldn't have been upset that AI-Jabri interrupted the meeting to take
telephone calis
...
4 If a guest admires something belonging to an Arab host, the host may sometimes offer
it as a gift
...
6
138
He misinterpreted AI-Jabri's comment 'if God pleases'
...
ACTIVITY FilE
11 leadership
...
page 111
Director 1
In your opinion, the company should do the following:
•
•
•
•
•
Agree to be taken over by the French retailer Universelle, so that the company will
become stronger financially
...
Reduce the company's dependence on the football and athletics market
...
g
...
Introduce a more open slyle of management, giving responsibility for some
decision·making to lower levels of management
...
Prepare your presentation
...
11 leadership
...
page 111
Director 3
I n your opinion, the company should do the following:
•
•
•
•
Bring out collections of footwear and clothing by famous international designers,
aimed at the top part of the market
...
Go upmarket and aim to build a strong image for making luxury sports goods
...
This will help to keep
both prices and quality high
...
This will help to attract consumer attention to the brand
...
This will increase competition within the company,
leading to greater efficiency
...
You may add any other ideas of your own for improving the
company's performance
...
Case study
...
-
Buyer 2 meets Pacific Traders
...
Buyer 3 meets The Artisans (o·operative
...
You would like the following:
-
delivery by 1 5 November
-
a discount of at least 5% on all goods ordered
-
to be able to return all unsold goods, with the amount credited to your account
-
a two·year guarantee, if possible
...
You have high standards and expect a lot from yourself and
other people
...
You like to win at all times and get
upset if you lose
...
1 8-26
You are fairly competitive
...
You
don't always have to be the best
...
You don't believe that 'winning is
everything'
...
You believe it is more important to take part than to win
...
You try to avoid pressure as much as
possible
...
You are probably a good team player
...
You don't like being the centre of attention
...
1 Brands, Skills, Exercise D, page 11
Student B
I n your opinion, the product is the problem
...
You want to:
o
o
o
o
o
take the Cecile range out of the market and stop selling it
...
invest more money in research for new jewellery products
...
market more unusual designs from young Asian and Indian designers
...
Suggest that you meet at NeoTech's
head office
...
Morning
Afternoon
Monday
Tuesday
Presentation to the Board of Directors
...
m
...
m
...
You met Student A at the
same conference last year
...
Note: you enjoy talking about yourself and your free-time activities
...
Listen to the opinions of the other members of
the committee
...
These are some of your
reasons
...
•
•
•
•
•
The open-plan office in the new building will be unpopular with staff
...
Young, talented graduates will not want to work in Beauchamp
...
Some workers may choose to stay in Paris, but travel 120 kilometres each day to the
new building
...
The move will have a bad effect on the work-life balance of most staff
...
Will they enjoy
staying in a small, northern, industrial town?
6 Money, Case study, page 59
New Formula XF anti-wrinkle cream
Description
The anti-wrinkle cream is based on a secret formula
...
The women had beautiful skin because of a cream they put on their faces
...
The product will be aimed at women over 30
...
Advantages for tycoons
You tested the cream with 200 women volunteers; 90% said the cream smoothed their
skin and got rid of their wrinkles
...
Turnover/profit projections
You do not have a business plan or turnover/profit projections
...
Negotiating terms
You want the tycoons to invest $400,000 for a 30% stake in your business
...
Note: it is likely that the tycoons will ask
for a bigger stake in your business
...
Try to predict what questions they will ask you
...
The manager will ask you some questions
...
The hourly wage for temporary workers is €12
...
Overtime: company pays time and a half; Saturday/Sunday rates: double the hourly rate
...
Travel expenses of workers paid for by the client
...
International markets, Case study, page 89
Information file: West Coast Apparel
Models
You are interested in ordering all three models - at the right price
...
You do not want
any of the manufacture of the models to be outsourced
...
However, you are
not certain that you can sell large quantities of the (Iubman
...
Pri ces
Pampas Leather have quoted these unit prices:
Clubman
$380
Nightrider
$280
Look
$150
Note: prices include all delivery costs to your specified US port
...
Delivery
Prompt delivery within five days of the agreed date
...
You would like to pay 50% of the order immediately and
the remaining 50% one month after receiving the goods
...
You would like a
guarantee of five years for this model
...
g
...
There will be less competition in selling these products
...
Instead, it should pay well·
known sportsmen and women to advise the company on new products
...
Focus more on developing products with revolutionary designs and higher prices
...
Keep the present style of management and introduce a cost·cutting programme, with
the aim of reducing costs by 20% in the next year to help profitability
...
You may add any other ideas of your own for improving the
company's performance
...
These are the terms you can offer
...
Trade discount of 2% off list prices
Returned goods: unsold goods may be returned within one month and the amount
credited to the customer's account
...
You think the products and
brand name are excellent
...
You want:
o
o
o
o
o
to pay a famous film star to endorse the jewellery and wear it as often as possible
...
to sell the jewellery only in a limited number of high·c1ass jewellery and department
stores and at airports
...
a top designer to create a new range of jewellery which can be sold under the Cecile
brand
...
4 Organisation, Skills, Exercise F, page 41
Student 0
This is your first time at this conference
...
1
Decide on the following:
•
o
company name
department you work for
o
•
activity / area of business
recent activities
2 Introduce yourself (and your company) to people at the conference
...
You are looking for new business contacts
...
Listen to the opinions of the other members of the
committee
...
These are some of your
reasons
...
•
•
•
•
•
•
Relocation will reduce costs and boost proAts in the long run
...
Excellent facilities in the new building will motivate staff
...
Relocation grants and tax incentives will be available from the local authority in the area
...
There are several cheap hotels in Beauchamp and the surrounding area
...
You think the relocation would be good
for the company
...
•
•
•
The new building will have a large, open·plan ofAce, which is very good for
communication and staff relations
...
InStep will help staff to relocate
...
6 Money, Case study, page 59
On-the-Spot car cleaning
Description
Two years ago you started up a business, hiring and training unemployed youngsters
to clean cars in car parks and garages in Atlanta
...
This enables your workers to clean car interiors and exteriors quickly and
to a high standard
...
Advantages to tycoons
The business is providing work for unemployed people
...
It is a very successful local business
...
5 million
...
3m
...
5m/$0
...
8m
Year 3: $6m/$1
...
You may invent any other inf
ormation you wish
...
You must decide if it is worth increasing your of
fer
...
144
ACTIVITY FILE
6 Money, Case study, page 59
Tycoons
The entrepreneur(s) will give a short presentation of their product/service, then they will
answer your questions
...
You normally ask for a bigger stake than the amount the entrepreneurs offer
...
Try to add three questions to the list
...
•
Where did you meet?
•
Do you have a business plan?
How would you describe the market for your product?
What is special about your product/service?
What are its USPs (unique selling points)?
•
•
•
How much of your own money have you spent on it?
What about competitors?
What are your forecasts for (a) turnover and (b) profit?
What do you want from us, in addition to money?
Who will make your product?
How will you market your product/service?
Do you have a patent for it?
Note: If you are working with another tycoon, you may wish to of the whole o{the stoke yourself in
fer
order to make as much profit as possible
...
What are the advantages and
disadvantages of each one? Which will be a) the most risky, b) the most expensive?
2 Prepare some questions to ask after you have heard each presentation by the
three d irectors
...
These are the terms you can offer
...
Trade discount of 5% off list prices
Returned goods: no returns unless the goods are faulty
...
These are the terms you can offer
...
Your company has just appointed a new shipping
agent, who should be more reliable
...
I'm going to buy a new car
...
or
Unilever makes a wide variety ofconsumer
goods
...
Does it market these goods globolly?
It doesn't sell in every sector
...
2 to talk about routine activities or habits
...
I always buy the supermarket's own brand
of detergent
...
He doesn't choose clothes with designer
labels
...
Mony consumers prefer well-known brands
...
We use going to to talk about what we
intend to do or what someone else has
already decided to do
...
I'll give you a hand
...
I'm meeting Mrs do Silva next week
...
We launch the new range on 15 January
...
We use the present continuous to:
The flight leaves at 15:50 tomorrow
...
It is incorrect to use
will in a time clause
...
We're developing a completely new image
f the brand
...
2 describe temporary situations
...
Are they offering a goad discount during
the launch period?
3
describe trends
...
4
talk about personal arrangements and
plans
...
146
We won't start until everyone gets here
...
As soon as I have the results, I'll give you a
ring
...
GRAMMAR REFERENCE
II
Past simple and present perfect
Past simple
1
We use the past simple to refer to events
that took place in the past
...
A pharmacist called John Pemberton
invented Coco-Colo
...
'
Volvo's reputation
2 We freq uently use a time adverb to situate
the event in finished past time
...
A few years ago, the City Plaza hotel was a
leader in its segment of the market
...
3 We use the past simple in annual reports to
describe the compa ny's performance over
the last year
...
Sales rose by more than 1 1 %, and we
made substantial gains in market share in a
number of countries
...
They have developed a new brand of
toothpaste
...
2 We use the present perfect when we are
thinking of a period of time continuing u p to
the present
...
Calvin Klein has been one of the leading
f
ashion designers since the mid-1 970s
...
her husband's car BA 's employees
The '5 very often means that the
relationship can be expressed using have
...
Volvo has a reputation
...
a business card
a job description
an of
fice complex
a travel agency
Sometimes three or more nouns occur
together
...
the cost of living
independence of mind
the joy of working and lifelong learning
4 Some compound nouns are written as one
word
...
a six-lane motorway a four-day week
She has had a number ofinteresting jobs
...
or
147
GRAMMAR REFERENCE
11 Articles
The indefinite article: a/an
II
1
We use alan in the following ways:
1
To describe changing circumstances, we can
use verbs of movement
...
decline
She works in an office
...
plummet
in expressions of measurement
...
edge up
It sel/s at €1
...
edge down
before a noun to mean all things of the
same type
...
halve
(1/J
double
(x2)
triple
(x3)
The definite article: the
quadruple
(x4)
We use the:
increase tenfold
(xl 0)
1
when it is clear from the context what
particular thing or place is meant
...
Sales have increased from €5 million to
€5
...
4
2
before a noun that we have mentioned
before
...
3
before adjectives to specify a category of
people or things
...
(iii) Money is the root of 01/ (iii evil
...
(iii) Poland, (iii Japan, (iii) Dr Spock,
)
(iii President Obama
)
148
(
...
3
Describing trends
(
...
2
Changes which have not reached their
end-point are expressed using -ing
...
Unemployment has been rising
...
The government has privatised the rail
network
...
GRAMMAR REFERENCE
II
Modal verbs
Advice
1
II
1
We can use should and shouldn't to give or
ask for advice
...
Often, the second verb is in the
infinitive form
...
You should always learn something about a
country before visiting it
...
Should I invite our agents out to dinner
after the meeting?
The verbs below are often followed by the
infinitive
...
Should often follows the verbs suggest and
think
...
2
intend
want
pretend
hope
forget
seem
fail
wish
expect
claim
guarantee
For strong advice, we can use must or
mustn't
...
You mustn't refuse ifyou're offered a small
gift·
2
Sometimes, the second verb must be in the
·ing form
...
The decision involves reducing our heavy
losses
...
1 We often use must when the obligation
admit
appreciate
contemplate
give up
involve
deny
enjoy
consider
carry on
mean
mind
justify
can't stand
don't mind
remember
resent
detest
recommend
risk
delay
miss
suggest
avoid
put off
comes from the person speaking or writing
...
2 We use mustn't to say that something is
prohibited, it is not allowed
...
3 We often use have to to show that the
obligation comes from another person or
institution, not the speaker
...
(This is the law
...
You don't have to wait for your order
...
Compare the uses of must not and don't have
to here
...
We don't have to make a decision f at
or
least six months
...
She started loading the software
...
Sometimes, however, the meaning changes
...
(She stopped what she was doing in order
to read the manual
...
(She no longer bothered to read the
manual
...
Ifyou order now, we will give you a
discount
...
If we give you 90 days' credit instead of 60,
will you give us the interest you would have
paid?
The use of if+ will + base form of the verb
suggests that the acceptance of the condition
is the basis for a deal
...
We won't be able to start construction
unless you train our personnel
...
We will sign the contract as long as you
guarantee prices for the next 18 months
...
Second conditional
If the proposal is more tentative and possibly
less certain, we use past verb forms
...
If the government found some extra money,
would you be prepared to create a subsidiary
in our country?
150
1m
Narrative tenses
1 The past simple is common w h en we
describe a sequence of events or tell a story
in chronological o rd e r about events that
happened in th e past
...
Eye witnesses described
a cloud in the shape of a mushroom which
rose above the plant and then descended
over the town
...
By the end of the week, 1,200 people hod
died and at least 1 0,000 hod been affected
very seriously
...
A major problem for doctors in Bhopal was
lack of information on how to treat the
chemical's effects
...
'
4 We use the past continuous to describe
unfinished events which were i n progress
around a particular past time
...
5 billion in
or
compensation
...
(Adapted from Ian M a rcous<�, Business Case
Studies, Longman 1990)
GRAMMAR REFERENCE
m
Relative clauses
1 We use who or that in a relative clause to
lEI
1 We use a passive structure when we are not
identify people
...
The people who/that we employ are very
highly qualified
...
Some changes have been made
...
He has been promoted to the post of Sales
Director
...
I f the relative pronoun defines the subject
of the sentence, it must be included
...
2
A counterfeiter is a person who copies
goods in order to trick people
...
identify things
...
Have you read the report that;\vhich I left
on your desk?
The prototype is being checked by the
design team
...
Have you read the report I left on your desk?
If that or which defines the subject of the
sentence, it must be included
...
3 Non·defining clauses provide extra
information about the subject or object
of a sentence
...
Philip Condit, who was Chairman of Boeing,
wanted the airline to become a global
company
...
The Dorfmonn hotel, which is situated 30
km outside Vienna, charges US$ l,400 per
person
...
3
In a passive sentence, the grammatical
subject receives the focus
...
(You receives the focus of attention
...
4 The passive is often used to describe
processes and procedures
...
Then, a storyboard is created
and, ifacceptable, the TV commercial is
filmed and broadcast at prime time
...
It was felt that our design should be more
innovative
...
151
U N IT
1 BRANDS
COl TRACK 1 (I INTERVIEWER, Rl
R 2 RESPONDENT 2)
=
i t relate to its customers, its broad range o fcustomers, i n ways in
which its competitors don't
...
So, what the brand
=
is about - um, so that on what you might call technically the master
Do you buy brands?
Rl Yes, I do
...
If you buy a branded product, it's
brand
...
And we've also helped thcm with, um, developing certain parts of
Another rcason is you attract a bit of attention if YOli buy something
their offer in order to, um, react to the market and also to keep the
stylish, and branded products are usually stylish and have a good
brand fresh
...
Let's face it, most people buy brands because they want to
of their more technological phones, multimedia phones - although
impress other people
...
much more - um, in order to satisfy, er, the needs that that emerging
Do you buy brands?
customer group has, primarily younger consumers who want to be
R2 No - well, not actively, anyway
...
Urn, but
to companies
...
And I
also, in order to sharpen Nokia's brand image as a technology leader,
don't want other people to think I'm trying to impress them with lots
it was important that it had product's in, in those areas
...
And I also get fed up with seeing the same things wherever
YOll go
...
It's so boring
...
I
o
NATASHA
...
Any idcas?
and packaging
...
How about ice hockey? It's an
incredibly fast, exciting sport, it's very popular in America and in a
lot ofEuropean countries
...
What do you think, Natasha? Would ice
hockey be a good choice?
N
Mmm, I'm not so sure
...
tennis
...
ObViously the first is, they will have high
,
levels of awareness, so people will know about them and recognise
=
And in any case, they're looking f something more exciting,
or
sports goods and trainers
...
er, a real traction in the l1larketpb
...
N
more
...
J buying the genuine product or an illegal copy? Basically I want
,
value for money - I won't pay inflated prices for a name, a fancy logo
COl TRACK 2 (I = INTERVIEWER, CC CHRIS CLEAVER)
I
What arc the qualities of a really good brand?
CC Strong brands - really, you know, brands that you would say have,
=
Joy, we know our client doesn't w:'lnt to be linked to football any
them when they see them, and that might be the physical product,
a sport that's got a good image
...
Urn,
sure it would be suitable
...
What needs to happen
M
also is that people, you know, the target customer or consumer,
They would get a lot ofexposure, it will really strengthen tlIeir image
...
It's fast,
exciting, and the TV coverage of Formula One races is excellent
...
They're a perfect match
...
COl TRACK 3 (CC = CHRIS CLEAVER)
CC Brands are really useful ways offirstly conveying all that information
instantly, so - think of any brand you like, any brand that you
make sure they're happy with our choice
...
But let's think a bit :'Ibout the
immedintcly your head is filled with} er, a raft of important
problems we may face entcring the Europcan markets
...
And so
do you think?
o
\Alell, one thing's for sure, we're going to have to do a lot of
its f
unction, therefore, is to enable you to choose one thing from
advertiSing to establish our brand, and that's going to be expensive
...
So a BMW - I'm surc BMW would
probably be horrified for me to say this - but, you know, a BMW is a
car like an Audi is a car like a Mercedes is a car - they've all got f
our
whecls and :'In engine :'Ind, you know, air conditioning and all that
consumers - that could be very costiy, too
...
Ruth, what difficulties
R
Well, we'll need to get the pricing of our products right
...
I know for a fact
them to decide whcther or not one is better for them or right for
people in Europe will pay high prices for luxury goods if they like
the design and it gives them status
...
them or says the right things about them than another
...
Nokia is, you know, a well-known brand,
um, it's by far the biggest mobile phone manufacturer - I think it has
about a third of the market, so it's way bigger than anybody else
...
C
T
achieve high-volume sales
...
So, it's probably time we stopped
Nokia equals mobile phones
...
I just don't think Ruth's right
...
Firstly, um, in a market that's changed and a brand
Mmm, that makes sense to me
...
The costs are just too high
...
I think we all feel
that we need to position Hudson right in European markets
...
AUDIO SCRIPTS
R/D/T Yeah
...
e
1 think
...
We went through, um, healthy eating, we've
of course, ones that fit with our brand image
...
And our
there's such a huge f
oclls on, um, on the likes of the environment - so
consultants, European Marketing, will have plenty of advice f us,
or
whether it be water conservation, low-energy lighting in bedrooms,
I've no doubt
...
Urn, but obViously
,
it's high-speed Internet, it's television on demand, it's, urn, lower-cost
telephone calls f
rom the rooms, because obviously people now travel
U N IT 2 TRAVEL
with BlackBerry and with mobile phones, so they're not actually
COl TRACK 7
1 What I really don't like is the way airlines treat people on the plane
...
Aha, the poor-quality food and drink you get on airlines
annoys me
...
I
prefer trains!
2
I like flying, but I really don't enjoy being at airports
...
Also, when I have a lot ofluggage and
there arc no baggage trolleys around, it's really inconvenient
...
3
haVing to usc hotel telephone services - um, and these arc the ways
f
orward for hotels
...
How can I help you?
I N 111is isJennifer North here
...
They seem to treat passengers like just another piece ofluggage
to be moved around the world, They seem to forget that we're
people
...
What I really hate,
though, is jet lag
...
First of all, there was a delay on the way to the airport, as there was
an accident on the freeway
...
Next, my carry-on baggage
was too big and heavy, so I had to check it in
...
After a long time
trying to figure out the schedule and waiting in line for 40 minutes,
we finally got a bus downtown and f
ound the hotel
...
What about two o'clock? Is that OK?
JN Perfect
...
It'll be great to sec you again
...
CV 111at's for sure
...
I N R;ght
...
CV Bye then
...
How may I help you?
IN I'd like to speak to Cristina Verdi, extension 4891, please
...
Who's calling, please?
I N It's Jennifer North from Madison
...
I'm putting you through
...
Will you hold or can I put you through to
her voicemail?
IN Urn, would you be able to take a message for me, please? I'm in a bit
of a hurry
...
I N 111e thing is, I should be meeting lv1s Verdi at 2 p
...
, but something's
come up
...
if pOSSible, I'd like to meet her tomorrow, preferably in the
um subway underground networks, close to the airport, um, and
they're staying in the hotel
...
lso a key feature, and
nowadays it's expected because obviously people have, um, great
morning
...
I'll be leaVing the hotel
soon, so if she can't call me back within the next half an hour, I'll call
technology at home and therefore ifit's also available in a hotel, that's
also, um, a key f
eature
...
These would be the
Fine, thanks
...
What day would suit you? I'm fairly free next week, I think
...
Er, let me check the diary
...
a problem with our room reservation and, would you believe it, the
elevator wasn't working, and our rooms were on the fifth floor
...
Helio, Cristina
...
like to make an appointment to see you
...
It usually turns up, but never with an apology
...
Putting you through now
...
Is that OK?
R Right, I've got that
...
IN Thanks for your help
...
R Thank you
...
U N IT 3 CHANGE
key features
...
COl TRACK 11 (I = INTERVIEWER, SS SHOLTO SM ITH)
I
\'\'hat future developments do yOll foresee in the business travel
=
market?
55 Future developments in the business travel market?
How do you advise businesses which arc planning to change?
f themselves and not something which is being done to them
...
111ere arc many problems, but I
would say the two, perhaps most important, ones are, first of all, what
we think of as change fatigue
...
Organisations
153
AUDIO SCRIPTS
become very C)'nical about programmes' ability to deliver rcal change
and change that's sustained over time, so it can be very hard to bring
people along and create passion, enthusiasm around change when
they've seen it again and again
...
l
(01 TRACK
16
(I
=
INTERVIEWER, AD
=
COl TRACK 18 (I INTERVIEWER, S H SCOTT HENDERSON)
I
First of all, Mr Henderson, what was your main reason for the
=
acquisition?
SH 'Ncll, it'll benefit our group in many ways
...
One
we helped recently was Nokia and Siemens when they merged their
nehvorks business
...
\"ve
helped NSN create a future for the organisation, so we had 8,000
people involved around the world in a conversation over 72 hours
in which they constructed the values of the future organisation and,
following that, then put changes in place that would make that future
organisation a reality for them
...
Does anyone have any comments?
E/M/W No/OK
...
The purpose of this meeting is to discuss our smoking policy
...
That's not acceptable
...
It's big enough for plenty of people to sit therc, it's in the
opcn air, and we smokers would be happy
...
P Mmm, interesting
...
Our policy has always been 'no smoking on company
premises: I think we should keep it that way
...
smoking staff often
go out on the balcony to rela
...
No, it's not at allW Come on, Mitsuko, I'm not a smoker, but I do think you should be a
littlc more opcn-minded, more tolerant
...
What you say is very interesting, I'm sure, but
could you let Mitsuko finish, please? You'll get your turn to give your
opinion
...
Please go on
...
It's setting a bad example, especially to
younger staff
...
TIley're addicted
to smoking, they find it very hard to give up, so we should provide
them with somewhere to enjoy their habit
...
M I think that's a good idea, Petra
...
P Not a bad idea
...
But I think we
should move on now
...
So they'll be getting a questionnaire about it from our HR
department
...
To Slim up, thCIl, on the
smoking policy, we'll consider whether we want to give smokers
a longer break in the morning
...
OK, any other business?
...
Have a good lunch
...
It's bound to be good for our bottom l
ine
- not immediately, but the year after next, we're hoping
...
Mmm, I suppose there'll be savings as well
...
yell, savings in terms of personnel, stan'cuts, redundancies
I'd rather not comment on that, if you don't mind
...
So what are the synergies? Vlhat are the main benefits, apart from
boosting earnings in the long run?
\Vell, we plan to expand the TV channels, offer more variety and sell
more entertainment products
...
I want to make our new group a strong
force in Asia
...
Are you worried about the culhlral differences between the two
organisations?
Not really
...
But of course, the working
language in the group will continue to be English
...
TIlanks very much, Mr Henderson
...
TIlank you
...
JW Nice to meet you, too
...
Call me James
...
Howabout you?
AS I've come a long way
...
I'm Sales
=
=
Manager for an office equipment group, Techko
...
I work for Ncw Era, in
NewYork
...
AS Right
...
AChlally, ollr sales were up last quarter, but it's early
AS
JW
AS
JW
AS
JW
AS
JW
AS
JW
AS
JW
154
=
days, I suppose
...
How about your company?
Things are not too good at all
...
All departments have been told to cut costs this year
...
Mmm, doesn't sound too good
...
How was your journey
here? I suppose you came by air, did you?
Yeah, it was quite a long flight, a bit turbulent at times, but the food
and scrvice were OK, so I'm not complaining
...
But I stopped over at Los Angeles and did some
business there
...
Are you staying
at this hotel?
Actually, I'm not
...
She lives
downtown, not far from here, and she insisted I stayed with her
...
She's a fantastic cook!
Woah, you're luck I'm staying in a pretty cheap hotel a few blocks
y
...
How's that?
Well, the room's very small, and the hotcl docsn't have many
facilities
...
I couldn't use their business centre yesterday
...
It was really annoying!
Maybe you should change your hotel
...
TIle main thing is the conference
...
Y
eah, you're right
...
AUDIO SCRIPTS
CDl TRACK 20
COlTRACK 23
0 = JAMES, K KLAUS, A = ANTONIO, l = LUDMILA, N = NANCY)
1
bureaucratic
2
3
4
5
6
decentralised
7
8
centralised
Hi, Klaus, please join us, there's plenty of room
...
I don't think we've met
...
I'm James Whitfield, I'm from Atlanta,
Georgia, and I'm a systems analyst for New Er::J
...
He's a sales manager with an office equipment firm
...
K
Pleased to meet you
...
I'm the Managing Director orNew Era's Frankfurt
subsidiary
...
She's a
I
go be),ond that and think first about their decision rights - what
docs the position actually have the authority to decide? Who do
Chinese Department of Environment
...
If you
So
...
knows what, so we look at communications, information, the sort of
Well, I'd love to, I've never been to Seattle, and I've heard a lot of
data that is provided and who gets it
...
But I just don't have the time
...
K
and what they're based on, but how do you get promoted and how
'That's not much time, but you should try to see a few of the Sights
do people get rewarded in all the other ways that provide incentives
here, like the famous Space Needle
...
And if you
in an organisation?
go to the market area, you can see where the first Starbucks store was
We put all those four things together - the f
ormal organisation, the
located, back in the early 1970s
...
What
L
Actually, I've already done that
...
I've seen the Space Needle and visited the civic centre
...
K
A
understanding that
...
colll, where you can anSh'er just a small number
What about the conference? Anyone special you want to see, Antonio?
of questions about your organisation and then we compare that to
I'll definitely go to Mark Carlson's talk
...
I don't know much about the other speakers, though
...
He's
comparable organisations
...
I think he'll be the star
It gives you a superficial view and it's a good place to start the
of the conference
...
K
conversation
...
And we usually
Yes, I can confirm that
...
He went
particular aspects that seelll to be particularly interesting
...
N
look at how that was actually made, and really you often find that
Yes, I want to go to his talk, too, ifit's not already booked up
...
good speaker is Jerry Chin
...
He's another speaker who shouldn't be missed
...
So Manufacturing had
Why do we always have to check with the parent company before
3
Yes, that's fine
...
It was a very ellicient organisation,
making decisions?
but it wasn't very good at responding to the local markets, and so
they decided that they wanted to move to a geographically based
you to a supervisor
...
So we had to figure out, first of all, what were the right
We need to deliver this conSignment on Friday
...
going to put some together? What are you going to do for Europe as a
The Board of Directors has fixed the Annual General Meeting f
or
whole, as well as what you are going to do for Germany and for Spain?
Tuesday the second
...
And we also had to spend a lot of time thinking about
I'm afraid all our eng
ineers arc out working on repairs at the mOlllent
...
ll1ere's still a lot of paperwork, so I
suppose you could say it's very bureaucratic
...
2
Our department seems to be busy all the time
...
I guess it's because we have sllch a high-profile boss
...
COl TRACK 27 (M = MARIA, A = ALEX)
M Hello, Alex, great to see yOli again
...
How are you?
M Fine, thanks
...
vVe last met at that trade
A
3
It's a big department, and we deal \\'ith a lot of employees
...
It's quite a progressive company so everything
,
is open plan - which is a bit diflicult if I need to have a private meeting
...
show in Geneva, didn't we? How is everything going with YOll?
Yes, we did
...
pretty well at the mOlllent, thanks
...
Can you give us an example of how you've helped a company with
RR I recently did a major piece ofwork for a very large, global American
Stock levels have been low for two weeks now
...
But it\ mu-, very important to
How do you do
...
She's a senior o/1icial in the
I
market-driven
conservative
hierarchical
RR Well, we take a fairly broad view of organisation
...
N
democratic
10
11
12
(01 TRACK 24 (i = INTERVIEWER, RR = RICHARD RAWLINSON)
director of an engineering company
...
I'm in charge of SO people
...
I changed my job last year
...
I'm really
A
enjoying it
...
155
AUDIO SCRIPTS
M Yes, but the big news is, Alex, J finally passed my driving test! It took
me three attempts, but I finally did it and now I :'IIn going to get a
sports car
...
Some people might say, well that's obvious - to sell
more goods, to sell more services, to sell more bottles of Coca-Cola
or jcans - and often, of course, it is simply to sell more of a product
...
Sometimes it is to change the image of a company
...
Sometimes it is
to get people to drink less alcohol, to do up their seat belts, to change
the way in which they use energy
...
COl TRACK 28 (B = BOB, K = KARIN)
B
Hi, my name's Bob Danvers
...
I'm Karin Schmidt
...
What
about you?
B I'm with Clear Vicw
...
What sort ofprojects do yOll
work on?
B WeU, we're baSically an outsourcing business
...
K 1 sec
...
111e company was founded in the mid
I 980s, and we've been growing rapidly ever since
...
\""e have over 7,000 employees; we've got our
headquarters in London and oflices in New York, Cape Town and
Sydney - so we're pretty big
...
She's joining us from the
Italian subsidiary
...
N Nice to meet you, Christoph
...
F Nathalie speaks fluent Spanish, so she could be very useful when
you're dealing with our South American customers
...
C Oh, that's interesting
...
Let me show you where you'll be
working
...
By the way, would yon like a coffee?
COl TRACK 30 (C = CARL, F = FRANJ;OISE, JP = JEAN-PIERRE,
P = PAOLO)
C
I suppose you've all seen the Vice-President's message on the
notice boards
...
What about us? Don't we count?
ALL Yeah/Right/Exactly
...
11le move's not convenient
for me at all
...
He'U soon get tired ofdoing that
...
How about you,Jean Pierre?
JP Well, to be honest, it doesn't bother me
...
It's so stressful here, everyone rushing around, trying to make
money
...
BeallCh:lmp sounds
quite nice, and the countrySide outside the town is pleasant, I believe
...
It will upset families and C:luse a lot of
problems for some staff
...
I only bought it last year, so I will prob:lbly lose a lot of money - I
don't think 1 will get any compensation for that, do you? You don't
agree,Jean Pierre, 1 can see that
...
But the company will benefit :l lot, and th:lt"s important,
too
...
111at's a good reason for
moving, isn't it, Carl? What do you think?
C Maybe, but I feel pretty depressed at the moment
...
111ere's a lot ofb:ld fecling :lbout it
...
lhey've
got a really good lifestyle, and they won't want to give it up
...
F
U N IT 5 ADVERT I S I N G
COl TRACK 3 1 ( I = INTERVIEWER, M R = MARCO RIMINI)
I
What are the key clements of a reall), good :ldvcrtising campaign?
MR When I answer the question ofwhat ['s] really makes a good
advertising campaign, I always go back to the beginning and ask thc
156
COl TRACK 32 (I = INTERVIEWER, M R = MARCO RIMINI)
I
Can you t:lke us through the typical planning and launch stages of a
campaign?
MR So, when we look at the different stages of a campaign, we tend to
start always with the briefing
...
It is at this stage
ief
that we tend to agree the objectives I referred to carlier - what will
make the client happy after this campaign has been aired?
111e second stage is then to take that briefand articulate it for the
people in our organisations who have to make recommendations and
have idcas about the campaign itself
...
111e third stage will be the presentation of those ideas to the client
...
that debate process can go on for quite
a long time until there's agreement
...
111e execution phase is where we then
produce the creative material and buy the space and the places in the
channels of distribution for that material
...
Nike, of course, have a young
audience who are very literate about the new media and therefore live
their lives in th:lt media
...
And viral campaigns are pieces of film
or pieces of content which they hope will be picked up by individuals
who see it - perhaps on YouTube - and passed on to their friends w
ith
comments to say, 'Look at this piece offilm
...
111e answer was, it was fake
...
On
behalfofAlpha Advert
iSing, I'd like to welcome you
...
This moming, I'd like to outline tlle
campaign conceptwe've developed for you
...
Firstly, I'll give you the background to the campa
ign
...
Finally, I'll talk you through the
,
media we plan to use
...
So, first of all,let me give you some of the background
...
Hi, everyone, I'm Marc Hayward
...
Great to see you all
...
ay, I'm here to tell you about the ideas we've come up with for the
ad campaign
...
I'll start with the background to
the campaign, move on to the target markets, and finish w the media
ith
we plan to use
...
Right, so, the background
...
and particularly in Germ:lny, where this is very important
...
As I say, this is reflected across all the markets
...
Let's now
move on to the final part, and the media we plan to use
...
Then there is the new TV commercial,
which I'll be showing you in the form of a storyboard at the end of the
presentation
...
But perhaps I'll develop that a little
bit further
...
cycle
...
50 when prices are very low, you
are that firstly, the product already has wide appeal, so we're really just
developing the brand and trying to keep it fresh
...
Ifit's in the earl)'
need to bear in mind the younger sections ofthe market for the f
uturei
and finally, the key to getting the campaign started is the viral advertising
stages of an economic depression, or recession shall we call it, then with
campaign
...
Now, are there any qllcstions?
interest rates likely to be cut aggreSSively, then obviously the fixed
income area of the market is perhaps the most appropriate place to be
...
it will always be perceived as a store of value
...
recession in the United States and Asia-Pacific region continues
...
for people to invest in gold in terms of their jewellery, as
Yesterday was another day of heavy trading on the stock market with
well as wishing to own
...
So, I think gold, fixed
big losses in share values
...
as market confidence remains low
...
It currently has a debt of nearl), 55 billion
...
Following disappointing
There are rumours ofrivals GHN taking a large equity stake in the
results from FedEx in the US and (ears of a credit crunch, the FTSE
trOll bled hotel group
...
8 per cent to 5,756
...
1 points or 1
...
8
...
5 million
...
The best
the last quarter, this is likely to result in an increased dividend of over
was Smith & Nephew
...
9 per cent to 595 lhp after UBS upgraded the stock to a 'buy'
shareholders
...
recommendation
...
COl TRACK 37 ( l INTERVIEWER, O M DARRELL MERCER)
I
Could you tell me what your role is as an investment director?
OM lhe aim of the business is to provide investment solutions for private
=
=
On the other hand, British Airways, down 5
...
This was
because ofworries about increaSing fuel prices
...
2 percent to 402 l/
...
Um, my role as the lnvcstment Director is to both
after CityGroup lowered its f
orecasts because of rising com prices
...
that return, and also then manage that strategy on an ongoing basis
...
This will be
COl TRACK 38 (I
=
In difficult economic times, what would you suggest are attractive
=
INTERVIEWER, OM
=
DARRELL MERCER)
COl TRACK 41
50, to summarise, our product is a storage device with a modular
What are the main areas that you invest in?
deSign
...
it can be divided up, added
OM We invest in a number of different areas
...
You can put
earlier, to keep the overall spread of investment right
...
It's
start frol11 the lowest risk asset, which is cash, and then we introduce
lightweight, durable and very stylish, and made out of a special,
other asset classes that have different risk and return profiles
...
as one is prepared to take on a bit more risk, then obviously one is
We're looking for an investment ofS200,OOO from you in return for a
going potentially to get some more return
...
"nle name of our product is MultiStore
...
We then look at, lim, index-linked
- i
...
linked to the rate of inflation - securities
...
We then look at slightly
more esoteric or different areas of investment to give some return
that's not linked to equity returns
...
for instance,
commercial property is an area where one can achieve a fairly good
income return, but you're investing long term into bricks and mortar
COl TRACK 42 (Tl = TYCOON 1, T2 = TYCOON 2,
El = ENTREPRENEUR 1, E2 = ENTREPRENEUR 2)
T1 OK, another question I'd like to ask you
...
The product is fully protected against copying
...
And what's your profit margin on each I O-module unit?
El It's approximately 80%
...
Year two, turnover ofS600,OOO and a profit
- something that ),Oll can see
...
of5480,000
...
so looking at precious metals
either gold or platinum
...
And then
T2
we have the final asset class we call our alternative investments, and
E2
they can be either hedge funds, which invest in lots of difrerent areas,
or something that's called absolute return funds, where the manager
will invest money across a whole wide range of areas with the view to
giving small incremental elements of return over a reasonable period
...
Mmm, quite good
...
4 million
...
How many of the 1 0·module units
have you sold, and who have you sold them to?
I can answer that question, as " m the sales person in our tealll
...
T2 OK, thanks for all the information
...
I like your product, it's definitely got sales potential, and I'd like
to make you an offer
...
The market for this sort
ofproduct is vcr)' competitive, there's a lot of risk involved, and
marketing and promoting it could be very expenSive
...
157
AUDIO SCRIPTS
El
T1
Mmm
...
OK, thank you
...
TIle Middle Eastern dock really revolves around
marketing to get established, and you may have to change the
two things really - the prayer times and of course, because they were
packaging
...
I'll offer you the full amount,
desert travellers, about the movements of the sun and the moonl er,
5200,000, for a stake
during periods of the day
...
Um, other examples is where, abrain around time, where) perhaps
El OK, so we seem to have two offers on the table
...
For Americans, time is mone)" and so they'll be
force to build up sales and develop the brand
...
Now very
Well, I have a company which sells household products to the retail
trade, and it's very successful
...
er, the salesman will be very keen to get out
hands-on in developing your product
...
Basically, I invest in people, and I've been
as possible, whereas) particularly in Latin cultures and also in people
impressed with your presentation
...
like Chinese cultures, relationship building is very important
...
Could we have a break and consider your offer?
n&2 By all means/certainly
...
want to entertain you for sure, and very often invite you back to
their home, and all this before they actually want to sit down and
do business with you because, in the Latin culture, they arc making
WORKING ACROSS C U LTURES 2:
I N TER NATIONAL M E ETINGS
COl TRACK 43
The culture we come from or live in influences what we sec, do, believe
and say
...
TIle Simple fuet is tllat whats nonnal or appropriate for us
judgements about you as an individual, as to, as to whether you're the
kind ofperson that they want to do business with
...
on their skill set
...
Firstly, time: not aU cultures or people are ruled by the
internationally
...
TIlere are some cultures, it's true, where the feeling is indeed
to be underpinned by, I think, a number of personal traits that make
that 'time is mane)': They will often have strict approaches to this
you a more effective international businessperson
...
Other cultures, however, have a completely
to adapt the \vay that you do business or adapt your expectations
different approach and see the starting time as a guide only and the
or your needs, to meet the needs of the culture ofthc people that
finishing time as not fixed
...
ick
"ery important
...
By this, we mean the relative levels of
importance and seniority which people have in a company
...
COlT RACK 46 OT JEFf TOMS)
JT Very important - and you'll know from this course in
=
communication - um, you've got to be a good listener
...
TIley arc also unlikely
to pay more attention than you would when speaking to somebody
to openly disagree or report a problem in front of a boss or manager
...
And one of the things that we always say
both people involved
...
In
think you·ve heard
...
It's always
many cultures, there's an attitude that meetings should have very
a very good idea to get the individual, if you're not clear, to repeat
clear purposes and 'get down to business' pretty quickJy
...
It may seem tedious to you, but actually it's very
structured, pre-planned agenda is important
...
little in the way ofsmall talk - maybe just a couple of comments abollt
I think also one of the key features orthe successful international
the weather, f
ootball, etc
...
For instance, if you're
place for relationship building and developing trusl, so the meeting
coming from an Asian culture, er, to try and do business with, er, a
may be a lengthy discussion, and actual decisions may of
ten be made
Western culture, er, for certain the way that people do things will
outside the meeting
...
It's important to bear
decision-making process, the seniority and the influence of the
this in mind, as it can be quite a surprise ifyou're not used to it
...
Finally some advice on successful international meetings
...
Diff
erent cultural assumptions mean
is done in another culture; but the way that people do business in
that sometimes spoken languagel body language, including gesturesl and
that culture is as a result of many, many years of, of development and
written symbols can be misunderstood
...
At the end ofa meetingl its vital to summarise the main areas
may be different, but it is not wrong
...
Overall, any international meeting requires planning, organisation
and thinking about ifit's to succeed
...
U N IT 7 CULTURES
COl TRACK 44 (I = INTERVIEWER, IT = JEFF TOMS)
I Can you give us some examples of culture shock that people have
IT
experienced?
There arc many, many examples of culture shock, andl er, many of
those really come about because people haven't prepared themselves
well enough
...
2
3
I was thrown in at the deep end when my company sent me to run the
Gennan office
...
We don't see eye to eye with our US parent company about
punctuality
...
It's a question of culture
...
5
I really put my foot in it when I met our Spanish partner
...
AUDIO SCRIPTS
7
8
When I visited China for the first time, I was like a fish out of water
...
My first meeting with our overseas clients was a real eye·opener
...
R
CDl TRACK 48
A So where did you go on holiday, then?
B Italy
...
It was 0K
...
A I've been to Sicily - Taormina
...
What did you think
E
B
A
B
A
B
R
E
ofit?
Nothing special
...
So
...
That's really good, isn't it?
I don't know about that
...
I didn't quite catch your name
...
3 Not for me, thanks
...
4 [ 'm sorry, but [ really do have to be going
...
elcome to our headquarters
...
I'm James
S W
Cbyton
...
Greg, this is Katrina Siedler, my boss
...
8 Here's to our future success
...
10 I'm sorry I'm late, the tranlc from the airport was terrible
...
Oh really! 'What do you do?
I'm an Account Director for a marketing company
...
Have you been to Tok
...
Business or pleasure?
Business, I'm afraid
...
And how long arc you staying?
Until tomorrow evening
...
What's the food like?
It's very good, but eating at the Metropolitan can be quite expensive
...
"}'o?
I reall), like it
...
(02 TRACK 3 (R ROSANA, E ENRIQUE)
R So, Enrique, what can you tell me about Germany?
=
E
R
E
R
E
=
Well, I don't think there'll be any language problem for yOll, Most
German businesspeople arc pretty fluent in English, and they'll usc
English with YOll, as you don't know any German
...
They tend to usc family names, not first names, when they talk
to each other
...
What about when you first meet German managers? How do
you greet them?
Well, generally they shake hands
...
How about topics of conversation, say, if '·m asked out for
dinner or whatever? What arc good topics of conversation in France?
Oh, that's easy
...
The French arc like the Spanish and
Portuguese, the)" 11 go all for hours talking about local dishes
...
I love talking about food, too
...
What about
safe topics ofconversation in Russia? You've spent quite a lot oftime
there, haven't you?
Yeah, Russians like food, too, so it's a good topic, But you could try
asking Russians you meet abollt the state of the economy
...
It's a really good subject
...
By the
way, plenty of Russians speak English well, so you won't have any
problems understanding them
...
It can be
very confusing for visitors
...
What about Geml:my? What do Gennans like talking about?
[f you're with men, just bring up the subject offootbalL They're as keen
on football as we are in PortugaL Germans expect to win any match
they pIa)" and they often do, except when they play the Braz
...
I'm
not sure what subjects German women like talking about
...
What about gifts? Supposing I'm invited out
to dinner, what do I bring with me to give my host?
Well, in France, most visitors bring flowers for their hostess everyone loves to receive them, And in Russia, too, flowers arc very
acceptable, They'd also be a great gift in Germany
...
Then, after they have received all the applications, they will
screen them - go through and shortlist the candidates for interview
- chOOSing those who appear to meet the criteria for the job
...
Provided the panel is happy,
the employer will make a job offer, and the successful candidate
starts work
...
CD2 TRACK 5
a
enthusiastic b adaptable c methodical d reliable
ambitious f objecti,'e g creative h analytical
i authoritative
i practical
e
(D2 TRACK 6 (I = INTERVIEWER, (0 (ARYS OWEN)
I
How do you help people to find the right job?
(0 As a specialist recruiter, our role is to assist job seekers in finding the
=
perfect role for them
...
Er, candidates will have the opportunity to come
in, meet with a Hays consultant, and the Ha)'s consultant will work
with them to gain an understanding of what type of role they're
looking fOf, what type of organisation they would like to work for,
and really anything else that they feel is appropriate for them finding
the right role for them
...
We will work
through a Cv, perhaps give tips and hints as to how best to present
that, so that the candidate has the best possible opportunity ofbe-ing
represented in the right way to the client
...
colll website, which is a jobseekers' website
...
111erc's quite often
more information about prospective employer[s] on there so that
YOli can really sec, straight from the website, what type of role is best
for you
...
Your Hays
consultant can assist you prior to that in getting that interview and
159
AUDIO SCRIPTS
presenting your CV, but ultimately, at the end of the day, during that
meeting with an employer) it's rcally down to you
...
You need to look your best for an interview
...
Most organisations have websitcs, so we always recommend that
people conduct a lot of research into that company's website anything that's going Oil) any press clippings, any information that
you can usc to prove to the employer that yOll have actually made an
effort to research them before attending the interview
...
C02 TRACK 8 (I INTERVIEWER, CO = CARYS OWEN)
I
What recent changes have you noticed in the job market?
CO I think probably the most unique change in the job market, in the
=
- most recently, is the intervention of online recruitment and web
based recruitment and websites
...
It also means that the candidate or job seekers
do have a huge amount of choice
...
Equally, um, in terms of the recruitment market, we have seen in
the last years
...
Lots of organisations now
are going through periods of change, and 1 think it's an accepted fact
that organisations will continue to go through change, and quite
often, specialist people will need to be brought in on project bases, to
undertake specific projects in areas such as IT, human resources
...
C02 TRACK 9 (CT
=
CINDYT
ANG, lP
=
II PING)
CT Good morning, my name's Cindy Tan
...
I was
wondering ifyou could give me a little more information
...
So, I was thinking,
maybe it's too late
...
I see, that gives me just a couple ofdays
...
Good, I look forward to getting it
...
I'd also like to know when the
successful candidate has to start work with you
...
How much notice would you need to give?
Well, I think my contract states that I have to give a month's notice
...
We wouldn't expect anyone to join us
immediately
...
OK, so, just to get this clear, I probably wouldn't have to start
working until February, and maybe even later?
Exactly
...
Could I ask you what the salary is? It wasn't given
in the advert
...
It would depend on a lot of things: qualifications,
experiencc, personal qualitics, that sort of thing
...
The salary's negotiable
...
I don't think )'ou'll be disappointed by the
starting salary we offer
...
Thanks very much for your help
...
Thanks very much
...
It's not
about money - ,ve're verywell off as a family - but recently I've felt
teaching really wasn't enough, wasn't stretching me
...
So, baSically, you were bored?
SW Exactly
...
NO\\) what would you 5
...
y is your main weakness, in tenns of this job?
SW Mmm, that's a tricky question
...
well, I seem to get
on well with most people, you know, I'm very easy-gOing - everyone
says so - and someone has to do something really bad to me before
I get angry
...
I try
to avoid confrontation with people
...
W
...
perhaps
...
You need the same skills, to get on well with people, have
good communication skills and plenty of common sense
...
Also, don't forget I have a very good academic background
...
CD2 TRACK 11 (I INTERVIEWER, PG = PAOLO GONCALVES)
I
My first question, Mr Goncalves, is wh), do you want to leave your
=
present job?
PG Well, my present job's OK, I suppose
...
Who doesn't? I'm well known in Sao Paulo because of my movie
career, and I think it's time for me to usc my image to make more
money
...
OK, thanks
...
probably the other candidates have more to offer in that area
...
I don't have qualificatiOns in bllsiness, but
it seems to me you need other qualities for the job you arc offering,
like a strong personality, a charismatic person, with good people
skills, and I've certainly got all that
...
Finally, why should we offer YOII the job?
PG Offer me the job bec
...
use I'm famous in Brazil, and that will attract' lots of
customers for you
...
I could send you a report ifyou like, by the end of the week, showing
what I would like to do to raise Fast Fitness's profile n Sao Paulo
...
I really enjoy working for Superfit, bllt it's
rather a small centre, and the equipment is mostly out of date
...
Oh, what's the problem?
MG Well, for one thing, I don't think he really values the work I do
with people suffering from disease
...
But what really bugs me is that he
doesn't appreciate the fact that I manage Superfit most of the time
...
What would YOll say is your main weakness, in terms of this job?
MG Well
...
I just don't
like upsetting people, so I often do what they want, inste:ld ofsaying
'no: i suppose I'm a little shy, but I'm becoming more self-confident
as I get older
...
A final question: why should we offer you the job?
MG \<\'ell, I've got lots ofenergy, and I re:llly believe I can persuade people
to have a healthier lifestyle
...
Also, I'm a creative person and I will come up
with other ideas for serving our local community and bringing more
customers into Fast Fitness clubs
...
To be honest, I'm not being paid enough for
Finally, some say that in developing countries, industries need to be
protected until the),'re strong enough to compete in world markets
...
['m looking for a really big job that
protected until they can stand on their own feet, as it were
...
towards liberalising trade and relllo\'ing trade barriers
...
Now, what would you say is your main weakness, in terms of
successful economics tend to have open Illdrkets, and most of their
this job?
industries have been deregulated
...
I speak my mind, and that can sometimes upset
people
...
l don't talk about people
behind their back, I say it to their fdce or not at all
...
You're looking for someone
who'll boost your profits and meet some very tough tdrgets
...
I expect d lot from people working with me, ] set
C02 TRACK 17 (N N NAOKO NAKAMURA, LB = 1I BAI)
NN I f I order 30,000 silk scarves, what discount will you otTer us?
LB On 30,000, nothing
...
N N OK, I'll think about that
...
I believe in rewdrding people who do well and getting
rid of those who don·t
...
So that's why you should otTer me the job
...
You started by telling us what free trdde is
...
Countries which truly
believe in free trade try to liberdlise their trade, that's to say, they take
away barriers to trade, the), remove things which stop people trading
freel)'
...
C02 TRACK
15
(I = INTERVIEWER, 1M
=
IAN MCPHERSON)
OK
...
1M Yes, I sdid that there arc two main barriers: tariffs and subsidies
...
Subsidies arc mone),
\I\'e can normally guarantee to despatch a large order within three
weeks
...
1l1at's the
New Year, it will be impossible to deliver that quickly
...
Usually, you'd be responsible for that
...
NN WIMt about pa),ment?
LB To be honest, we'd prefer cash on deliver)" as this is our first contract
with )'ou
...
NN lhat's dll right
...
LB
Look, how dbOlll having some lunch now, dnd continuing later this
dfternoon? 1l1en we could meet for an evening meal
...
NN Yes, let's continue after lunch
...
"}'o leaves at eight
'
tonight, and I need to be at the airport by six
...
=
Number one is to create an environment where people can do
...
111ey can look at what's appropridte dnd they can
look at what is inappropriate
...
T
ariffs and subsidies are barriers 10
the cheapest product
...
1M Uh-huh
...
1l1e documents can be very
complicated dnd diflicult to complete, so they slow down trading
...
1M And 1 answered, in principle, yes, it is a good thing, it's benclicial
=
to countries
...
13ecause of this,
consumers in free-trdde areas dre ofrered a wider range of high
qUdlit)' products dt lower prices
...
OK?
So why do so many countries protect their industries and not allow
free markets?
1M I gave three reasons, if you remember
...
''''hen companies dump goods in overseas markets, they sell
goods at very low prices, usually for less than it costs the company
to produce the goods
...
Secondly, man)' people believe thdt strategic industries must be
protected
...
In the United
Stdtes, many Americans think that the steel industr), should be
protected against cheap imports from Brdzil and other countries
...
etTective and where the), arc ineftcctive
...
So the experience is vitdl
...
Using di(icrent
vehicles dnd different f
ormats, whether that be, er, e-Iearning, watching
videos online - or recently podcasts - or whether it be through a series
ofdifferent activities f
ollOWing on the workshop to keep it live, keep it
fresh, and to stop people falling into those old habits
...
And at 1l1e Gap Partnership, we
usc a ROI system - which means 'return on investment'
...
But it also allows the client to sec the
effects of that training, to measure it, and that provides them with a
degree of irwestment for the future
...
Urn, there is no one way to negotidte
...
1l,e common misnomer is
that people find one way of negotiating and they don't change
...
And there's no right
or wrong, or there's no good or bad, it's just what's appropridte to
the circumstances that you either find )'ourselfin as d negotidtor or,
belter still, the circumstances that you put yourself in, if you're really
in charge of that negotiation and if }'ou're really well prepared
...
And, er,
when I sdy'good negotiator: its the word 'appropriate' - appropriate in
=
being able to change - dnd so the overriding thing is to be versatile, to
161
AUDIO SCRIPTS
be adaptable, to be able to change your behaviour according to those
circumstances
...
�� id�as o�
TheJapanese value punctuality greatly
...
The Japanese are
able to communicate that with the right use oflanguage
...
What
used to working as a group
...
When you receive a business card from a Japanese person, you
should examine it carefully and then put it on the table in front of
I mean by that is, the ability to be able to look out and listen for
what we call 'soft exposing give-aways: These are the small bits of
you during the meeting
...
Matsumoto, like
language around proposals that will tell you that your co�n�erpart,
manyJapanese, didn't want to say 'no� so he used an expression
the person on the other side of the table, has more negOtiatIon ro�m
...
roughly
...
Martin may also have had to interpret
Matsumoto's body language
...
around about
...
" I'm hoping for
...
important in understanding Japanese businesspeople
...
er, probably: Er, these are words that negotiators spot
to help them understand just how movable the other side is
...
Theywant everyone to
support an important decision, so many staffmay be involved in decision
language itselfis very important and the control of that language; but
making, and the process may take longer than in the Western world
...
Because the more information you have, the
more powerful you become, because information is power
...
5 = SUPPLIER)
Extract 1
Bl OK, let's go over our objectives again
...
We want Pierlucci to supply us
with some top-quality men's wallets, but we don't want to pay the
prices listed in his catalogue
...
White flowers remind the Japanese of death
...
I felt a bit out of my depth while I was there
...
JF What happened?
55 Well, I set up the appointment with Pedro two weeks before and
when I got to Sao Paulo, I confirmed by phone
...
I arrived on time, but Pedro wasn't there
...
So we need to get a substantial discount from him, at
He turned up over an hour later, said something about traffic delays
least 20%
...
There's a recession in Italy at the
and led me into his office
...
Next thing, he offered me a cup of very strong coffee
...
But he won't admit that!
Extract 2
5 I have never been to your store in Moscow
...
Then he
said, 'We're very proud of our coffee here in Brazil: I wondered if I'd
made a mistake to refuse his offer
...
55 Anyway, instead of getting down to business, he called three
colleagues into the office
...
Bl If you can give us a discount of2S% for our first order, we can accept
a later delivery date, say the end ofJune
...
Twenty-five per cent? I'm afraid that's far more than we usually
offer new customers, even a store like yours, which I know is very
prestigious
...
Would that help?
Bl It certainly would, as the peak buying months areJuly and August
...
Extract 4
5
How about if we send the first consignment by express delivery? We
will probably use UPS or TNT as the carrier, they are very fast and
reliable
...
B2 That's OK, as long as you get the first part of the order to us by the
end ofJune - that's vital
...
I can guarantee delivery by that date
...
If
you wanted other colours ' "
81 What? You mean the wallets would b e even more expensive?
5 Well, we would have to charge a little more, because the quantities we
produced in that colour would be small, but we could do it
...
I will send you an e-mail
confirming what we have agreed, and enclosing a draft invoice
...
If there are any points we
have forgotten, just give me a call
...
I'm sure we'll do a lot of
5
business in the future
...
Now, about dinner tonight - what time would be
convenient for you?
162
3:
DOING BUS I N ESS I NTE RNATIONALLY
JF I suppose you got a bit frustrated
...
Anyway, it was lunchtime, so we went to a local restaurant
...
So I asked them about the crime rate
in Brazil, the Amazon rainforest and what sort ofgovernment they
had at the moment, but I'm afraid the topics didn't generate much
discussion
...
JF
But we did have a more lively discussion when we started comparing
food in our two countries
...
Food is always a good topic of conversation when
you're abroad
...
We left the restaurant over two hours later, and then we all
went to a business club
...
It was very enjoyable, I must admit
...
J F So nothing happened on the first day?
55 No! If we're talking about business, it was a wasted day
...
Things went better, I hope
...
I was meant to give my presentation at ten in the morning
...
That must have been annoying
...
Pedro invited quite a few of his colleagues to attend
the presentation
...
I suggested they ask their questions when I'd finished
...
In the meeting afterwards, Pedro didn't stick to the agenda
...
AUDIO SCRI PTS
At times, they r:'lised their voices to e:'lch other
...
It
W:'lS bte in the afternoon when Pedro was ready to talk about the first
item on the :'Igenda
...
I apologised that I had to rush oA:
CD2T"ACK 29
A There have been a number of cases of resume dishonesty in the
papers recentl}'
...
' Then he put his arm around my shoulder and said,
...
J'vty wife is a
wonderful cook
...
She
sure I can work with Pedro
...
11'el1 suddenly, after
business arc so diA'crent
...
A
B
Was it hcr CV?
A
B
Do YOll know wh}' she had done it?
A
B
around the world
...
And worst of all, he's putting in expense cl:lims
l
we know to be false
...
These are
happening to :lnim:lls :lnd pbnts in the world as climate change and
serious matters, we can't ignore them
...
Thcy S:ly he's reall), rude and
:lS human pOpublion exp:lnds and :lS the environment is degraded
...
B
behaving professionally and he's not being a good team playcr
...
A
and regulations
...
vVe could have a
chat with him :lbout his sales reports
...
If we
of their operations
...
examples, to innovate and to find new solutions to the cnvironmental
Or we could take a strong approach
...
So, erm, most people in the world \\'ork f :l
or
wa>'s, we'll be scnding him a w:lrning letter, and th:lt could lead to
company, so the opportunity for companies to educate and engage
their employees :'Ind gct thcir cmplo)'ees inspired :lnd motiv:lted
to do something in thcir own communities or in their workplace
Exactly
...
Incredibly independent
...
Er, our global economy is b:lsed
we consume
...
He isn't
that is contributing to understanding what is happening
...
It required employees to show all college transcripts
...
He's
the UK, in Indi:l, in Melbourne, :lnd inJapan and China
...
And how did they find out?
CD2 T"ACK 30
A OK, lefs t:llk about Tom
...
purpose of our work is to provide the scientific data about what's
CD2TRACK 27 (I = INTERVIEWER, DH = DAVID HI LLYARD)
Shc said shc h:ld felt desperate because she had been unemployed for
the lack of the degrec that cost her her job
...
Since
100 projects arc supported from oAlces th:lt we have in the US, in
join our researchers in the field as field assistants and collect real data
and she h:ld :lIsa made tip a fictitiolls previous employer
...
So all these
the publiC, comp:llly employees, teachers, youth, young scientists can
Yeah
...
She had claimed she had a Vlaster's degree
!'
And they found out she didn't have a Master's degree after :lll
...
She was over the moon
...
JF So that was il
...
'TI� at's right
...
him being dismissed
...
But if we just have a
with rcspect to the environment is :l big opportunit)' th:lt
...
l'o be honest, I
companies to try :lnd promote environmental change and promote
a finn approach, there's a risk he may get upset and look for another
doubt whether he' II ch:lnge much with th:lt :lppro:lch
...
B
another angle
...
Wh), don't wc have a friendly talk with him and find
=
partnership which is in collaboration with other key conservation
out ifthat"s the real problem? He might respond well to that approach
...
B
OK, let's see if we can sort this out
...
How about next \'Vednesda), ? Is that a good time?
A
OK with mc - ['m free th:lt morning
...
(D2 TRACK 31 ([ = IN G RID E ERNESTO)
I
Ernesto, I've just had an interesting conversation with our Head of
,
what the issues are and then taking that back into their workplace
=
Rese:lrch
...
One thing's for sure, hc's a brilliant salesman and he's
making a load of money for us, so we certainly don't want to lose him
Single HSBC employce around the world and also setting up five
climate-ch:lngc rcscarch centrcs around the world, and 2,000 HSBC
job
...
No, we certainl), don't want to lose him
...
It's for tre:lting a disease which causes blindness
...
I think it's called river blindness or
and bccoming, wc call them climate champions, ambassadors for,
something like that
...
for environmellt:ll change, so that they can then influence their
Most of the people at risk are poor and can't afford expensive
colleagues and also the way that l-ISBC operates as a business
...
Anyway, it seems that the drug we're
working on has had very promising results
...
diAcrence in terms of these issues
...
So how much money is needed to put it 011 the
market, and what's the timescale?
W
ell, that's the problem
...
E
M
...
Is it worth it?
Well, that's the question
...
or
E
1 sec
...
should we spend time, money and
resources on a drug which may not make us much money? or
course, we'll probably get some financial help in the beginning - a
subsidy of some kind - but de\'eloping the drug is bound to require a
huge investment on our part
...
And remember, we're not a charity
...
E
Exactly
...
Let's sec what the others have to say about it
...
And his strategic thinking
and being able to work outside the box, I think, has been ver}', very
powerful
...
know you're all very bus}', so I'll be as brief as possible, OK, then,
" m going to talk about our new range of rackets, which we're selling
under the brand name Excel
...
I'm going to divide Illy presentation into f
om parts
...
After that, I'll teU you how
things went dming the launch
...
I'U be glad to
allswer any questions at the end of my talk
...
As you
know, it's taken almost two years to develop the Excel range
...
'TI,e first that I would highlight is, crill, a sense of direction
...
The second point I would want
to highlight is courage
...
Thirdly, communication, um, because without that, you have no ability
to take people with you, um, and there's no point at all in plotting a
course, arriving there and finding that you've left the troops behind
...
The communication
with the people that you are, Ulll, work
ing with and the respect that
you have, whether those arc people within the top level of individuals
or indeed other people lower down within the organisation, is very
important in order to take people with you and to carry everything
through
...
OK, everyone? V
es, ivlanfred,
you have a question
...
Right, let's move on to the test launch,
How successful was it? W
ell, in two words, highly successful
...
If you look at the graph, you'll
sec the racket's actual sales compared with forecast sales
...
\'Vell above all our
expectations
...
And it
suggests the Excel range will make a big impact nationwide
...
Right, where do
we go from here? ObViously, we'll move on to stage two and have a
multimedia advertiSing and marketing campaign
...
'Nell, that's ali i ha\'e to say
...
Arc there an}'
questions?
you
...
C02 TRACK 33 (I INTERVIEWER, EJ ELIZABETH JACKSON)
I
Do YOll think great business leaders arc born or made?
EI W there's a, um,
...
Er, there is plenty of
ell,
=
=
evidence to suggest that there arc natural born leaders in life
...
What [ would say is that, when um, you're
competing a!,rainst a natural born leader, the person who has acquired
the skills will, [ think, fail every time
...
VIll, and I
think it's perhaps interesting as an anecdote to say that I believe 20 ofthe
first 23 astronauts in America were all first born
...
=
share a business life alongside a home life, and my husband is a few years
older than me and therefore has paved the way if you like, um, in terms of
his business successes
...
Um, I also sec in him the ability to, um, to strike a chord with people,
just by walking in the room
...
He also has an innate ability
164
C02 TRAC K 36
(I = INTERVIEWER, RT = RORY TAYLOR)
Can you tell us about the work of tbe Competition Commission?
RT llle Competition Commission is a public body which carries out
investigations into particular mergers and markets in the UK, as well
as other matters related to what they call the regulated industries,
errn, sllch as, er, water and energy and the communications sector
...
Currently, seven of the UK airports are owned by a
company called BAA - that's the British A
irports Authority
...
C02 TRACK 37 (I = INTERVIEWER, RT = RORYTAYlOR)
In some business sectors, there may be very few competitors
...
I've been privileged, tim, to
=
U N IT 12 COMPETITION
RT [t's actually a matter of not so many, not so much look at the
ing
number ofcompetitors or providers in a particular market so much
as looking at the dynamicS of that market
...
lllere's little competition going on between the
players, customers aren't switching, and the companies concemed
aren't reacting with each other in, in the way that you'd like to in a
competitive market
...
UIll, that is quite a highly concentrated market, in the
our or five major grocery companies in
sense that there are, sort of, f
this country, erm, and they control something in the region of80 per
cent of the market
...
Um, customers have a choice and they're
exercising that choice and, as a result, the comp;mies concerned arc
competing with each other, which brings the benefits in terms of, lim,
lower prices, innovation and greater choice for consumers
...
Essentially, this is for customers who arc not
supplied f energy through pipes - they live in remote areas,
or
and therefore they need the gas, which is ;"llso known as propane,
propane, delivered to their house and put in a tank
...
Er, we found that customers were not switching
between the companies, the companies were not competing with
each other, erlll, and conseqllently we were finding higher prices, less
innovation and less choice
...
My
name's Patrick Keane and ,'m the Managing Director of Ollr office in
Caracas, V
ene7
...
So wh), should you listen to me? Well, ]"ve had 1 2 overseas postings,
ou
including Brazil, Russia, China and lndia, and I speak f r languages
...
and this is the starting point for
learning how to deal with cultural difterences
...
Let me tell you briefly what we arc going to cover today
...
Firstly, I'm going to talk about
some ways in which we use verbal communication and J'll look at
two areas
...
And after that, we'll cia some activities
C02 TRACK 39 (M MANUFACTURER, A AGENT)
M OK, perhaps we could start, as we agreed, by discussing the kind of
=
WOR KIN G ACROSS C U LT U R ES 4:
COM M U N ICATI O N STYLES
=
looking at communication styles in your own culture
...
alread), h:ld an overseas posting? Thank you
...
One of the challenges we face when we go into a new cultural
agency agreement, because they don't want it
...
relationship we want
...
They make
A
I'm going to begin with verbal communication
...
is silence, and how comfortable people are with silence
...
East Asian and Arab cultures are generally
quite comfortable with silence
...
M
Y a non-exclusive contract would be perfect for us, too
...
Right
...
This is seen differently among different cultures
...
are not comfortable with interruption
...
Now, 1 'm not saying
you
...
M
we can say that East Asians, Americans and Northern Europeans
No, that's no good for liS
...
We know the market conditions f better than
ar
A
that people in these cultures don't interrupt
...
But
with you
...
the re\'enue you obtain, either directly or indirectly
...
They even see it
as positive engagement
...
We want at least 20 per cent
...
\·Ve·U have to spend a lot on advertiSing and
promoting your products
...
A How much will YOll pa)' liS?
M \'\'e1l, we might go 50:S0 up to an agreed limit
...
Let me move on to non-verbal communication - body language and
gestures which can provide challenges for staff not used to working
abroad
...
First, [ want to talk about
proximity, or ho\\' close you stand when talking to people
...
A
M
really docs var), behveen cultures
...
We'll talk about the commission later
...
Normally, we offer two years,
in conversation to be approximately one metre
...
cultures of Europe and Latin America
...
A Well, it must be at least three years for it to be profitable for us
...
I suggest we break for lunch now
...
2
3
4
5
6
7
8
9
10
No, that's no good for liS
...
I suggest a rate of I S per cent on all the revenue you obtain
...
We want at least 20 per cent
...
How much will you pay liS?
We'll talk about the commission later
...
It tllust be at least three years
...
This can cause some strange situations where people from
different cultures try to get comfortable during the conversation by
moving f
orwards or backwards
...
In f
act, Venezuelans like to talk to each other standing
about 1 2 centimetres apart
...
My second example of non-verbal communication is the level of
eye contact - how much eye contact is normal and when to break
it
...
Other cultures may feel
that they arc being stared at
...
North
Americans and Northern Europeans are somewhere in the middle
...
165
o
o
o
•
o
adjective (adj
...
g
...
noun (n
...
verb (v
...
The codes {I] (intransitive) a n d {T]
(transitive) show whether a verb, o r a particular sense
of a verb, has or does not have an object
...
v
...
Some entries show information on words that are
related to the headword
...
) are often
shown in this way after adjectives
...
abolish v
...
an organisation etc
...
[TJ if one company acquires another, it buys it
acquisition n
...
[C] an organisation's programme of
advertising activities over a particular period of time with
specific aims, for example to increase sales of a product
agenda n
...
Association of South·East Asian Nations: a political
and economic group of countries formed in 1967 which
now has 10 members, including Indonesia, Malaysia, the
Philippines, Singapore, Thailand and Vietnam
asset n
...
1 [e] a piece of work that someone is given
2 [U] when someone is given a particular job or task, or sent
to work in a particular place or for a particular person
associate n
...
[I, T] to go to an event
...
(plural authorities) 1 [CI an official organisation
which controls a particular activity and checks that the rules
and laws relating to it are being obeyed
(ocal authority Ie] a government organisation in Britain
that is responsible for providing public services,
such as schools, the collection of rubbish
...
in a
particular area
2 the authorities [plural] the organisations that are in
charge of a particular country or area or a particular activity
3 [e] the power that a person or organisation has because
of their official or legal position
authorise (alsa authorize Am£) v
...
automotive adj
...
[U] knowledge or understanding of a particular
subject
...
1 An aggressive plan or action is intended to
achieve its result by using direct and forceful methods
...
award' n
...
[C] 1 a formal, usually written, request for
something or for permission to do something
2 a formal request for work
3 a practical use for something
4 a piece of software for a particular use or job
award2 v
...
1 [I) 10 make a formal, usually written, request for
something, espeCially a job, a place at u n iversity or
permission to do something
2 [T] to use something, such as a law or an idea, in a
particular situation, activity or process
3 [I, T] to have an effect on someone or something; to
concern a person, group or situation
background n
...
UI the situation or past events that explain why
something happens in the way that it does [+ toJ
appoint v
...
1 [C] an arrangement to meet someone at a
particular time and place
166
bankrupt adj
...
(plural bankruptcies) [C, U) when someone
is judged to be unable to pay their debts by a court of
law, and their assets are shared among the people and
businesses that they owe money to
GLOSSARY
banner ad n
...
[ U ]
buzzword n
...
(plural barriers t o trade) [ C ] something
that makes trade between two cou ntries more difficult or
expensive, for exam ple a tax on im ports ( trade barrier)
cancel v
...
[C] an offer to buy something, for exam ple a com pany in a
takeover; the price offered
cancellation n
...
[C] 1 a list showing how m uch you have to pay for
services or goods received (= invoice)
2 BrE a list showing how m uch you have to pay for food you
have eaten in a restaurant (= check AmE)
carrier n
...
[T] to send a bill to someone saying how much they owe
( invoice)
=
billboard n
...
[C] (also board of directors) the group of people who
have been e lected to manage a company by those holding
shares in the company
boardroom n
...
[C] an extra amount of money added to an employee's
wages, usually as a reward fo r doing difficult work or for
doing their work well
booking n
...
is kept for a customer who will arrive
late r (= reservation)
boost v
...
[C] informal 1 the figure showing a company's
total profit or loss
2 the end result of someth ing or the most important point
about something
branch n
...
that is part of
a large o rganisation
branch manager n
...
branch office n
...
[C] a name given to a prod uct by a com pany so that the
prod uct can easily be recognised by its name or its design
brand image n
...
Branded goods or products have brand names and
so can easily be recognised by their name or design
...
[C] d ishonestly giving money to someone to
persuade them to do so meth ing to help you
budget n
...
advertising budget an o rganisation's spending plan for
advertising d uring a particular period of time
bureaucratic adj
...
1 [U] the amounts of money
coming into and going out of a company, and the timing of
these
2 [C, U] profit for a particular period, defined in d ifferent
ways by different busi nesses
charity n
...
[C] a mathematical d rawing or list, showing information
arra nged in a way that is clea r and easy to understand
check v
...
v
...
the manager with the most
autho rity in the normal, everyday management of a
compa ny
...
claiml n
...
[T] to state that something is true, even though it has
not been proved
commission n
...
they
have so ld
2 [C] an official organ isation that ensures that the law is
obeyed in a pa rticu lar activity
3 [C] a temporary official o rganisation looking at problems
in a particular area and suggesting changes
commitment n
...
(plural commodities) [C] a prod uct that can
be sold to make a profit, especia lly one in its basic form
before it has been used or cha nged in an industrial process
...
compensation n
...
[C] 1 an idea for a product
2 a rule o r idea saying how something should be done
167
GLOSSARY
conflict n
...
2 a situation in which you have to choose between two or
more different needs
consignment n
...
[C] a formal, written agreement between two or
more people or groups which says what each must do for
the other, or m ust not do
convene v
...
corporate adj
...
[U] 1 the crime of giving or receiving money, gifts,
a better job, etc
...
[C] the place where you are served in a shop, bank, etc
...
made to look exactly like someth ing else, in
order to deceive people
coverage n
...
[U] an arrangement with a shop, supplier, etc
...
[singular] when borrowing money becomes difficult
because banks are forced to reduce the amount they lend
crew n
...
[C, U] 1 the ideas, beliefs and customs that are
shared and accepted by people in a society
2 the attitudes or beliefs that a re shared by a particular
group of people or in a particular organisation
currency n
...
[T, usually passive] If
something is customised for a customer, it is designed,
built, etc
...
customs n
...
lUl l a bad effect on something that makes it
weaker or less successful
2 physical harm caused to something
damage2 v
...
1 [ C ) money that one person, organisation, country, etc
...
[I] l lf an industry or country declines, it becomes
less profitable, p roductive, wealthy, etc
...
decline, they become
less
...
[C, U) l when sales, p rofits, production, etc
...
deficit n
...
(plural deliveries) [C, U) the act or process of
bringing goods, letters, etc
...
[U] 1 the amount of spending on goods and services
by companies and people in a particular economy
2 the total amount of a type of goods or services that
people or companies buy in a particular period of time
3 the total amount of a type of goods or services that
people or companies would buy if they were available
deposit n
...
[I, T] to remove or red uce the number of
government controls on a particular business activity, done
to make companies work more effectively and to increase
competition
deregulation n
...
[C, usually plural] someth ing such as an option
( the right to buy or sell something at a particular price
within a particular period) or a future ( a fixed price that
you pay now for delivery of someth ing in the future) based
on underlying assets such as shares, bonds and cu rrencies
=
=
despatch (also dispatch) v
...
[T] When a company differentiates its products,
it shows how they are different from each other and from
com peting products, for example in its advertising
...
dispose of something phr
...
[T] to get rid of something that is
no longer needed or wanted
diversify v
...
diversification n
...
[C] a part of the profits of a company for a particular
period of time that is paid to shareholders for each share
that they own
downmarket adv
...
[C, U] the part of the economic cycle when prices or
the va lue of stocks, shares, etc
...
[T] to sell products cheaply in an export market,
perhaps in order to increase your share of the ma rket there
dumping n
...
If so meth ing is durable, it lasts a long time, even if
it is used a lot
...
[ U ]
earnings n
...
[only before a noun] Emerging nations/
countries/economies are countries, especially those in
Asia, Africa and South America, that are just starting to
have influence or power in trade, fina nce, etc
...
[T] If a well-known person endorses a product, they
say in an advertisement how good they think it is
...
endorsement n
...
[C] someone who starts a company, arranges
business deals and ta kes risks in order to make a profit
equity n
...
1 connected with principles of what is right and wrong
2 morally good or correct
ethically adv
...
[ U ] the formal rules for polite behaviour
exceed v
...
[C, U] when you accept one thing in return for
anothert
information exchange [ U ] when information is passed
between people or orga nisations, by means of com puter
equipment
exchangez v
...
[I, T] 1 to become larger in size, amount or num ber, or
to make something larger in size, amount or number
2 If an economy, industry or busi ness activity expands, it
gets bigger or more successful
...
[U] 1 when something increases or is increased in
size, amount or number
2 when an economy becomes more successful, and there is
increased economic activity, more jobs, etc
...
1 (C, U] an amount of money that a business or
organisation has to spend on someth ing
2 expenses [p lural] money that an em ployee spends wh ile
doing their job on things such as travel and food, and which
their em ployer then pays back to them
expertise n
...
(plural facilities) 1 facilities [plural] special buildings
or equipment that have been provided for a pa rticular use,
such as sports activities, shopping or travelling
2 [C) a place or large building that is used to make or
provide a particular prod uct or service ( plant)
3 [C] an arrangement made by a bank for its customers which
lets them use the services the bank offers
...
=
fake1 adj
...
[C] a copy of an origi nal d ocument, valuable object, etc
...
fake3 v
...
(past tense fell; past participle fallen) [ I ] to go down to a
lower price, level, amount, etc
...
[C] a red uction in the a mount, level, price, etc
...
[C] the price paid to travel by plane, train, etc
...
If a machine, system, etc
...
flexible adj
...
that is flexible can change or
be changed easily to suit any new situation
...
flexibility n
...
[ C ] a small sheet of p a p e r that is used t o advertise
someth ing
...
[C] a gro u p of co nsumers brought together by
a company to help it do ma rket research
...
forecastS n
...
(past tense and past participle forecast or
forecasted) [T] to make a statement saying what is likely to
happen in the futu re, based o n information that is available
now
fraud n
...
[C] someone who flies with a particular airline
a lot and is often offered special advantages, such as free
flights or a better seat
futures n
...
[T] 1 to prod uce energy or power
2 to do something that will produce or increase sales,
income, profit, etc
...
1 including and considering all the parts of
a situation together, rather than the ind ivid ual parts
separate ly
169
GLOSSARY
affecting or involving the whole world
go global If a company or industry goes global, it starts
doing business all over the world
...
2
3
interest rate n
...
(past tense grew; past participle grown) 1 [T] to
increase in amount, size or degree
2 [T] If you grow a business activity, yo u make it bigger
...
[only before a noun] 1 intended to be used or
accepted for a short time only, until something final can be
made
2 prepared after only part of a fu ll financial year has been
com pleted, often after half a year
growth n
...
[only before a noun] An introductory offer,
price, etc
...
headquarters n
...
[I, T] 1 to buy shares, bonds, property, etc
...
[C] a fund that makes investments that are
unlikely to fall in value, as well as those that go up or down
in value, to red uce the risk of losing a lot of money
hire v
...
[C] BrE a large sign used for advertising
( billboard ArnE)
=
host country n
...
[plural] the d epa rtment in an
organisation that deals with employing, training and
helping em ployees ( personnel)
=
impact n
...
has on someone or something
import' n
...
[T] to bring something into a cou ntry from abroad,
usually in order to sell it
incentive n
...
1 [C, U] when money is put into a busi ness in
order to make it more successful and profitable, or the
money that is put into a business
Return on investment (RO O or return on capita l (ROC) is the
amount of profit received on an investment in relation to
the amount of money invested
...
in order to
make a profit
Invoice n
...
[C] someone who is looking for a
job (= job hunter)
labor union ArnE ( trade u nion BrE) n
...
[ I , T] 1 to show or make a new product available for
sale for the first time
2 to start a new company
3 to start a new activity or profession, usually after
planning it carefully
launch2 n
...
[ I ] to design and develop new and original products
launder money/profits v
...
[ U ]
Innovation n
...
[ C ] 1 t h e measured amount of someth ing that exists at
a particular time or in a particular place
2 all the people or jobs within an organisation, industry,
etc
...
1 An innovative product, method, process, etc
...
2 using or developing new and original ideas and methods
leveP v
...
levelling BrE; leveled
...
v
...
[U] an amount paid by a borrower to a lender, for
example to a bank by someone borrowing money for a loan
or by a bank to a depositor (= someone keeping money in
an account there)
level playing field n
...
can all com pete fairly
with each other because no one has special advantages
income n
...
[T] to make rules or controls
on something less strict
liberalisation (also liberalization ArnE) n
...
[C] money borrowed from a bank, financial institution,
person, etc
...
[C] a design or way of writing its name that a company
or o rga nisation uses as its official sign on its products,
advertisi ng, etc
...
(past tense and past participle lost; present participle
losing) [T] 1 to stop having something any more, or to have
less of it
2 to have less money than you had before or to spend more
money than you are receivi ng
3 to fall to a lower figure or price
lose out phr
...
[I] to not get something good, when someone
else does get it
loss n
...
If customers are loyal to a particular product, they
continue to buy it and do not cha nge to other products
...
[ U ]
margin n
...
A margin is usua lly calcu lated as a percentage of the price
that something is sold for
...
1 [C] the activity of buying and selling goods o r
services, o r t h e va lue of t h e goods o r services sold
2 [C] a particular country, area or group of people to which a
company sells or hopes to sell its goods or services
3 [singular] the number of people who want to buy
someth ing
4 [C] (also financial market) the buying and selling of
sh ares, bonds, commodities, etc
...
Some markets are in a particular building, wh ile
trad ing on oth ers takes place on com puters and over the
telephone, with no central buildi ng
...
[T] 1 to sell something or make it available for sale,
especially in a particular way
2 to sell something by considering what customers want o r
need when buying a prod uct or service, for exam ple how
much they are willing to pay, where they will buy it, etc
...
[U] activities to design and sell a prod uct or
service by considering buyers' wants or needs, for example
where and how they will buy it, how m uch they will be
willing to pay, etc
...
(past tense and past participle met) [I, T) 1 to get
together with another person to discuss something
2 meet a debt/cost/payment/expense to pay a debt or
payment
3 meet a target/expectation/projection /standard to
achieve a level that has been set or expected
4 meet a demand to prod uce enough goods to satisfy the
demand for them
5 meet a deadline to finish something at or before the time
it was meant to be finished
6 meet a requirement/condition/obligation to succeed in
doing someth ing that you h ave to do
merge v
...
merge, or if they are merged, they join together
...
[C] an occasion when two or more com panies,
organisations, etc
...
model n
...
that can be copied by others who want
similar results
morale n
...
[T] to encourage someone and make them want to
wo rk hard
motivated adj
...
[C] a shop, com pany o r organisation through which
products are sold
outsource v
...
outsources its
work, it employs another company to do it ( subcontract)
outsourcing n
...
[ U ] 1 time that you spend working in you r job in
add ition to your normal working hours
2 the money that you a re paid for working more hours than
usual
ownership n
...
[U] 1 material, boxes, etc
...
[C) a gro u p of peo ple chosen to give advice or decide
so mething
parent company n
...
partner n
...
4 economic partner, trade partner, trading partner a
cou ntry that invests in another or is invested in by another
or that trad es with another
partnership n
...
who work together, o r of a group
of investors
171
GLOSSARY
patent n
...
[C) the time when prices, shares, etc
...
1 peak level/price/rate, etc
...
something reaches
2 peak time/period/ hours/season the time when the
greatest number of people in a cou ntry are doing the same
thi ng, using the same service, etc
...
[I) to reach the highest point or level
perk n
...
1 [plural) the people who work for a company or
organisation
2 [U) the department in an organisation that deals with
em ploying, training and helping em ployees ( human
resources)
=
pitch n
...
[C, U] 1 a move to a more i mportant job or
position in a company or organisation
2 sales promotion an activity such as special
advertisements or free gifts intended to sell a p roduct or
service
property n
...
[C) a plan or idea which is suggested formally to an
official person, or when this is done
propose v
...
[only before a noun]
2 to formally suggest a course of action at a meeti ng and
ask people to vote on it
protect v
...
2 to try to help an industry in your own country by taxing
foreign goods that are competing with it, so limiting the
number that can be im ported
protectionism n
...
in its own country by taxing fo reign goods
that compete with it, so limiting the number that can be
im ported
poverty n
...
[C) the first form that a newly designed car,
machine, etc
...
[T] to say what you think will happen
prediction n
...
1 [Ul the act of buying something
2 make a purchase to buy something
3 [C) something that has been bought
pricing n
...
[T) formal to buy someth ing, especially something
big or expensive
produce v
...
[C) 1 a person or organisation that manages and
finds the finance for films, plays, etc
...
1 [C) something useful and intended to be sold that
comes from nature or is made in a factory
2 milk/steel/tobacco/wood, etc
...
3 [C) a service
production n
...
[Cl 1 a short description of someone or someth ing,
giving the most i mportant details about them
2 used to talk about how much things a re noticed and the
degree to which they are given attention
promote v
...
or encourage something to happen
2 to try hard to sell a prod uct or service by advertising it
widely, red ucing its price, etc
...
1 [C, usua lly plural] an examination t hat you
have passed at school, university or in your profession
2 [C) a skill, personal quality or type of experience that
makes you suitable for a particular job
quarter n
...
happening or produced once every three months
quota n
...
[T] to tell a customer the price you will charge them for
a service or prod uct
R and D (also R&D) n
...
rate n
...
etc
...
Am£ [ U ] 1 land or buildi ngs
2 the business of selling land or buildings
resignation n
...
receipt n
...
[I] 1 to react to something that has happened
2 to re ply to a letter, telephone ca ll, etc
...
[C, U] a period of time when an economy
or ind ustry is doing bad ly, and business activity and
em ployment decrease
...
recommend v
...
[C, U] 1 official advice given to someone
about what to do
2 a suggestion that someone should choose a particular
thing o r person because they a re very good o r suitable
recover v
...
(plural recoveries) 1 [C, U] when prices increase, or
when the economy grows again after a period of difficu lty
2 [U] the act of getting something back, such as money that
you are owed
recruit v
...
recruitment n
...
(plural redundancies) [C, U] especially 8r£ when
someone loses their job in a company because the job is no
longer needed
redundant adj
...
reference n
...
Someone or so meth ing that is reliable can be
trusted or depended on
...
[ U ]
relocate v
...
relocation n
...
[C] 1 something that an official organisation
says a com pany or person must have or do
2 something that someone needs o r wants
reschedule v
...
[C] an official rule that limits o r controls what
people can do or what is a llowed to happen
restructure v
...
retail n
...
2 retail trade/market/business, etc
...
a shop, etc
...
[C] 1 a business that sells goods to members of the
public, rather than to sho ps
...
2 someone who owns or runs a shop selling goods to
mem bers of the pu blic
return! v
...
[C
...
[C] (also revenues) money that a business or
orga nisation receives over a period of time
...
1 [C] so meth ing that you receive because you have
done something good or helpfu l
2 [C, U] money that y o u earn for doing a j o b or providing a
service
3 [C
...
[T] to give someone something such as money
beca use they have done someth ing good or helpfu l
rise! v
...
amount or va lue
rise2 n
...
amount or value
2 [C] 8r£ an increase in salary o r wages ( raise ArnE)
3 [singular] the process of becoming more im portant,
successfu l or powerfu l
=
sale n
...
[C] a small amount of a prod uct that people can use
or look at in order to find out what it is like
saving n
...
especially co mpared with a larger
amo unt that you could have used or spent
3 savings [plural] money that is kept in a bank to be used
later or invested, rather than spent
1 73
GLOSSARY
security n
...
2 [ U ] a feeling of being safe and free from worry about what
might happen
3 [U] property or other assets that you promise to give
someone if you cannot pay back the money that you owe
them
4 [C] a fi nancial investment such as a bond or share, or the
related certificate showing who owns it
segment n
...
[U] 1 the fact of being o lder or higher in rank than
someone else
2 the official advantage someone has because they have
worked for an organisation for a long time
share n
...
[C] someone who owns shares in a company
shipment n
...
[C] arE a list of the most suitable people for a
job or a prize, chosen fro m all the people who were first
considered
shortlistz v
...
[C, U] an ability to do someth ing well, especially
because you have learned and practised it
slowdown n
...
[C, U] 1 especially ArnE one of the shares into which
ownership of a company is divided, or these shares
considered together
2 stocks a supply of a commodity ( oil, meta l, fa rm
product, etc
...
done as part of a plan to gain an advantage or
achieve a particular purpose
strategically adv
...
(plural strategies) 1 [C] a plan or series of plans for
achieving an aim, especially success in business or the best
way for an organisation to develop in the future
2 [U] the process of skilfu l planning in general
strengthen V
...
2 [T] to improve the financial situation of a country,
company, etc
...
[C] something that is done to attract people's attention
to a prod uct or company
subsidiary n
...
[T] If a government or
organisation subsidises a company, activity, etc
...
subsidised adj
...
(plural subsidies) [C] money that is paid by a
government or organisation to make something such as a
particular food or product cheaper to buy, use or produce
specification n
...
[C] a company that provides a particular type of product
sponsors v
...
in exchange for
advertising or to get p ublic attention
supplyl v
...
[C] a person or company that pays for a television
programme, a sports or arts event, training, etc
...
(plural supplies) [C] an amount of something that is
available to be sold, bought, used, etc
...
[C, usua lly singular] money risked or invested in a
business
supply chain (also distribution chain, chain of distribution)
the series of organisations that are involved in passing
products from manufacturers to the public
standard n
...
(plural standards of living) [C, usually
singu lar] the amount of wealth or comfort that a person,
group or country has
statement n
...
2 a list showing amou nts of money paid, received, owi ng,
etc
...
[C, U] an amount of something that is more than
what is wanted, needed or used
trade surplus (also balance of trade surplus) [C, U] a surplus
related to imports and exports, rather than other payments
sustain v
...
survey n
...
take on phr
...
(past tense took on; past participle taken on) [T] 1
take somebody on to start to employ someone
GLOSSARY
take something on: to agree to do some work or to be
responsible for something
2
take over phr
...
(past tense took over; past participle taken
over) [T] to ta ke control of a co mpany by buying more than
50% of its shares
takeover n
...
[C] 1 an o rganisation, industry, government, etc
...
a lim ited group of
people or area that a plan, idea, etc
...
[T] 1 to aim prod ucts, programmes of work, etc
...
[only before a noun]
tariff n
...
[C] an advertisement intended to get people's
attention for advertisements that will come later or
prod ucts that will be available later
tip n
...
[C, usually singular] all the things that a person
or orga nisation has d one in the past, which shows how
good they are at doing their job, dealing with problems, etc
...
[C] 1 a payment, or the process of making one
2 a business deal
trend n
...
1 [C] a legal process in which a court of law examines a
case to decide whether someone is guilty of a crime
2 [C, usua lly plural] a process of testing a prod uct to see
whether it is safe, effective, etc
...
[T], trialling n
...
[ C , usually singular] 1 the
time between receiving an order for goods, dealing with it
and sending the goods to the customer
2 a complete change from a bad situation to a good one
3 a complete change in someone's opinion or ideas
turnover n
...
[C] someone who is successfu l in business and
industry and has a lot of mo ney and power
unfair adj
...
[C] a feature of a prod uct that no
other sim ila r p roducts have, used in advertising, etc
...
[I, T] 1 to make a computer, machine, program, etc
...
than the one you paid for
upgrade2 n
...
involving goods and services
that are expensive and perhaps of good quality compared
to other goods, etc
...
1 go/move upmarket/
upscale to start buying or selling more expensive goods or
services
2 take something upmarket/upscale to change a product
or a service, or people's ideas about it, so that it is or seems
to be more expensive and of better quality
upturn n
...
(plural vacancies) [C] a job that is available for
someone to start doing
value n
...
value (for money) If something is
good/
excellent, etc
...
2 values [plural] the principles and practices that a business
or orga nisation thinks a re im portant and which it tries to
follow
voice mail (also voicemail) n
...
A volatile ma rket, situatio n, etc
...
volatility n
...
[C, U] 1 the amount of space that a su bsta nce or
object contains o r fills
2 the total amount of something
wage n
...
[C] a large building used for storing goods in
large qua ntities
wealth n
...
withdraw v
...
workforce n
...
), copyright © The Financial
Times 2008; Extract on page 46 adapted from 'Honda skydivers push
limits of TV adverts', The Financial Times, 30 May 2008 (Edgeeliffe
Johnson, A
...
), copyright © The Financial Times 2008; Extract
on page 106 adapted from 'Father of the feel-good factor', Financial
Times, 2 March 2008 (Wiggins, J
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Description: Market Leader is a multi· level business English course for businesspeople and students of business English. It has been developed in association with the Financial Times, one of the leading sources of business information in the world. It consists of 12 units based on topics of great interest to everyone involved in international business.