it oe Intelligent Business CoursebookIntelligent Business Coursebook & a Pe “ Pre-Intermediate Business EnglishPearson Education Limited Edinburgh Gate Harlow Essex CM20 2)E England and Associated Companies throughout the world. ‘wonwiongmancom © Pearson Education Limited 2006 ‘The right of Christine Johnson to be identified asthe author ofthis ‘Work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1968 [AI rights reserved; no part of this publication may be reproduced, Store in a reieval sytem, oF tamed in any fore oe by any ‘ean elecironic, mechanical, photocopying, recording, or otherwise ‘without the prior written permission of the Publishers First published 2006 ISBNS: 978.0582 548016 ISBN0: 0-82-848016 Set in Economist Roman 105 /125 Printed in Spain by Graficas Estella ‘Acknowledgements The author would like wo thank the editors, Stephen Nicholl, Bemie Hayden and Clare Nielsen-Marsh for their exellent help and suppor; and also the following people and organisations for their valuable contributions Irene Foster, Paul Gardner, Gavin Floyd, Peul Saunders i Lambert and the Virgin Mobile Marketing team, and the staff and students of LTS Training & Consulting, Bath. ‘The publishers would like to thank the following people for theie helpful comments on the manuscript for this book: Louise Bulloch, Intercom Language Services GmbH; Steve Bush, The British tnstitute, Florence; William Cocley, Open Schools of Languages, Madrid; Peter Dunn, Groupe ESC, Dijon, Bourgogne; Jolanta Korc-Migof, Warsaw University of Techriology, Louise Fle; UK. “The publishers would like to thank the following people for their help in piloting and developing this course: Irene Barral, UK; Richard ‘Booker and Karen Ngeow, University of Hong Kong; Adolfo Escuder, EU Estudios Empresariales, University of Zaragoza; Wendy Farrar, Universiti Cattolica del Sacro Cuore, Piacenza; Andrew Hopgood, Linguarams, ‘Hamburg; Ann-Marie Hadzima, Dept of Foreign Languages, National Taian Universicy, Taiwan: Samuel C M. Hsieh, English Department, Chinese Culture University, Taipei: Laura Lewis, ABS international, ‘Buenos Aires; Maite Padrés, Universitat de Barcelona; Giulete Aymard Ramos Siqueita, Sio Paulo; Richmond Stroupe, World Language Center, Soka University, Tokyo; Michael Thompson, Centro Linguistco Universita Commerciale L Bocconi, Milan; Krisatina Tull, Europai Nyelvek Stiga, Budapest. ‘The publishers are grateful to The Economist for permission to adapt copyright material on pages 17 (© 2008), 35 (© 2008), 6 (© 2008), 69 (© 2004), 87 (© 2003), 90 (© 2003), 108 (° 2008), a3 (© 2001} 129 (© 2000, All articles copyright of The Economist Newspaper Limited. All rights reserved. We are also grateful to the following for permission to reproduce copyright material: BBC News Online for permission to reproduce extracts adapted from “Office workers ‘admit to being rude’ 9 June 2008 and ‘Modern gadgets raise work stress’ 3 june 2003 published on newsibbccowk; BEC "News Online and Lynn Robson for permission to repreduce an extract from ‘Move over game boys’ by Emma Smith published on rnewsbbc.couk; NI Syndication Limited for an extract adapted from “Turing a healthy passion into pure undiluted profit’ by Zoe Brennan published on businesstimesonlinecouk 21 June 2008 © NI Syndication, London 2004; Guardian News Services Limited for an extract adapted from ‘When the right job puts you on the road to cheap cover by Sean. Coughlan published in The Guardian 14 August 2008 © Guardian Newspapers Limited 2008; and Kogan Page for extracts taken from The Leaders Guide to Lateral Thinking Skills by Paul Sloane published by Kogan Page 2003. Im some instances we have been unable to trace the owners of copyright ‘material and we would appreciate any information that would enable us to do s0. Photograph acknowledgements ‘The Publishers are grateful to the following for their permission to reproduce copyright photographs: Advertising Archives: pg 37; AKGimages: pg 119; Alamy: pg 8 (ts) (David Crausby), pe 11 (2) mage 100), pg 1 (0) (image 10}, pe 34 tl) (Hugh “Thrclfall, pg 38 (i) ImageDI, pe 44 (Mark Boulton) pe 5) (Phovofusion Picture Libram bs 6S Blend Images pa 70 Josech lawrence Name) pg 87 (Phototusion Picture Libra p92 () The Photolibrary, Wales), pg 107 (Dynamic Graphics Group/T Stock Freeh pe 134 () (Umage State); AOL: pg 8 (nl Canon UK Lid: pg 80; CapitalOne: 125; Rick Chapman: p 100; Corbis: pg 9 (Tim Pannell, pg. 2 (Royalty Freeh p27 (m) (Roger Ressmeyerh pe 27 &) (Simon Warren, pe 36 (Frank Trapper) pa 45 Jose Luis Felaez, Inc), pg 59 Jose Fuste Raga) pe 68 () (LWADann Tardif, pg 81 (Owen Franken), pg 10 (Royalty Fee) pe it (Terry W Eggers: Dartington Caystal: pe 6; Digital Stock: pg 128, (Diversity in Business CD DX Images: pe 27 () (Michael Moran}, pe 38 {) Gudith Miller Archives/Somlo Antiques pé 120 () (Kim Taylor & Jane ‘Burton; eBay Ine: pe 22 (9; The Economist: px 90; Empics: pe 127 (aPyeystone/Peter Lauth; European Pressphoto Agency: pe 3; Getty: pe 7, BEB I) pa Bb, pe 39%), pe 3, B 4, 5 (0s Be 56 Pa 85 92 (pe 99, pg 106; Golkcorp Ine: e126 (th pe 12 (bl, [KEA: a 34 (te), pa; Image Sate: pe 68) Fest Ligh); Kae Petes: 6 (FSP: Kos Picture Source: pe 76; London Mariott Hotel Grosvenor Square: pe 108; Microsoft®: pe 8 (mb): Monstecom: 'a 67, p69; NASA: pg 49 (Marshall Space Flight Center), pg 50 () {ohnson Space Center); Gary Neil: pe 5; Nespresso: p78 Nokia: pa 34 (a; Panos: pg 22(b) (Chris Stowers PC World: px 39 ( © Pearson Education Lid by Gareth Boden: pa 7; Philips Design: ' 55: PhotoDis: pg 82 (mobile phone; PJ Smoothie: p43; Panchstok: ‘12 (Digital Vision), pg 6 (2) Rubberball), pg 16 () (Bananastock, pe 16 () (Brand 2 pg 1 Digital Vision), pe 21 () (Photodisc Green}. pe 21 (0 (Creatas) pg 41 (Stockbyte), p50 (m) (Comstock 63 (Bananastock), EB (Bananastock, p78 (Digital Vision}, pg 7 (Digital Vision), pg 8° (Bonanastock), pg 5 (Image Source), pg 96 (Comstock) x 105 (Image Source) pg 108 (image Source), pg 17 (PhotaAlto}, pe 8, (Image 100) pe 120 () (Digital Vision), pe 12 (mage Source. pe 182 (Bananastock) pg 34 (b) (Digital Vision}, © Purestock: pg 25; Red Bull pg 75 (Richie Hopson); Rex: pg 8 (nh PE 30, p34 (im), pg 34 (lh pe 34 (or) 3,3 os Brew Ryder: pg 13; Salty Dog Crisps: pp 46; Seience Photo Library: p50 () (NASA) px 1; Sony UK: pg ty Supertoc: pg 48 (Age Ftostock pe 133 (Good Shoot) Virgin Mobile: pe 82 ogo}: Zefa: pe 39 () (A Inden) Front cover images supplied by Gety (le, Goldcorp Ine (centre) and Punchstock (Comstock (eighth Contents images supplied by European Pressphoto Agency (op le, -Monstercom (bottom leR) and Corbis (Royalty Free) (ght). Page 5 supplied by Empics (AP/Keystone/Peter Lauth). Picture Research by Hilary Luckcock, Every effort has been made to trace the copyright holders and we apologise in advance for any unintentional omissions. We would be pleased to insert the appropriate acknowledgement in any subsequent edition ofthis publication. IMlustation acknowledgements Kathy Baxendale for 1s, 86, 31,10, 19, 49 and 146; John Bradley 124 Jace at Debut Art 18 and 72: Kevin Kallauhe (KAU) fo 23,93, 97 and 102; Richard Moms 6, 6 and 1 John Stanton for 40 and 30. Project managed by Bernie Hayden.ey i 5 23 Image 2 Fashion’s favourite What is the pofnt of fashion shows? a They are very expensive and few people want to buy the dresses, which may cost $100,000 or more. But a 49 show generates a lot of publicity and helps to sell cheaper products with the ssame brand name. Fashion is big business and brings economic benefit to many, Page 35. many. Page 5 67 15 85 93 101 Job-see The online job-market Lots of people now use the internet to find jobs. The bigest online job- search site is monster.com, founded by Jef Taylor, The monster image and Jeff Taylor's unusual ideas fr marking have made the company a huge success. 18 not only offers a fast and efficient service but is fun to use as well. Page 60. Bookmap Unit 1 Activities Playing the game Unit 2 Data No privacy Unit 3 Etiquette Bad manners at work Review 1 Unit 4 Image Creating a buzz Unit 5 Success Passion into profit Unit 6 Future Going up? Review 2 Unit 7 Location Field of dreams Unit 8 Job-seeking A monster success Unit 9 Selling Hard to reach Review 3 Unit 10 Price Pushing down prices Unit 14 Insurance Honesty is the best policy Unit 12 Service A complaint is a gift Pre ang Business SOU MCS Maco Le ET) Review 4 111 Unit 13 Productivity Fighting back 119 Unit 14 Creativity How to be a brilliant thinker 127 Unit 15 Motivation Having fun at work Review 5 137 Pairwork 147 Glossary 155 Glossary test 157 Grammar reference 162 Audioscripts Service Getting better service Americans complain more than the British and, a a result, it seems they get better service. British companies don't get much feedback from their customers, £0 they dont know what they should do to impreve service and often perfor badly. American companies have developed better systeme for dealing with complaints. Page 103. Learning to write wel in a foreign language is one of the most difficult challenges facing the language leacnet. This pocket-sized style quide wil help you find the right words, use an appropriate style and write effectively. See inside the back cover.Bookmap Activities a7 aie: Data m5 Etiquette a2 Image m3 oleae Success ma fess Future mag 57 Location so Job-seeking mo Selting a5 ms3 me Reading Language Vocabulary Career skills Move over game Present simple Roles and Explaining your job boys and continuous activities Greeting people Word building No hiding place Countable and Using the Checking information uncountable internet Are you precise or Quantity and approximate? number Office workers Offers and Synonyms Being polite ‘admit being requests Prefixes Being direct rude’ Language chec Consolidation check: Career skills: Explaining your job: Checking information; Being polite Fashion's Comparatives The fashion Describing products favourite and industry Honest or diplomatic? superlatives Word building Passion into Past simple Opposites Telling a story profit Business failure Telling stories Collocations ‘An elevator to Modals of Financing Making predictions space possibility ventures Past or future? Collocations Language chec Vocabulary che Comparatives and superlatives; The past simple; Modals of possibiti ‘Arabia’s field of Future plans Collocations. == Making an appointment dreams and intentions Multi-part To plan or not to plan? verbs The online job The imperative Activities Explaining what to do market The application Fixed procedures or process flexible? Find a job Marketing to Modals of Word building Making suggestions students obligation Showing reactions Language checl Future plans and intentions; The imperati Vocabulary che Dilemma & Decision Exporting to Mexico Buy it now! ‘A workplace bully Present simple and continuous; some / any / 2 / much / many / a lot of; Offers and Volkswagen bugs Organic growth Risky ventures bility: Consolidation areer skills: Describing products; Telling a story; Making predictions [Anew location For love or money? Guerrilla marketing lodals of obligation; Consolidation ; Career skills: Making an appointment; Explaining what to do; Making suggestionsReading Language Vocabulary Career skills Dilemma & Decision ‘Make it cheaper Present perfect Synonyms Describing a graph _—=_Stock market and cheaper Verbs that take How much explanation? challenge an object | Fighting fraud Passives -—_—Problems Expressing arguments A fair decision? Insurance To interrupt or not? Insurance fraud | Getting better Conditional 1 Feedback on Dealing with problems Service not service service Showing emotion included Dealing with complaints Synonyms Cotlocations Language check: The present perfect; Passives; Conditional 1; Consolidation Vocabulary check; Career skills: Describing a graph; Expressing arguments; Dealing with problems ‘Adjectives and Design to Managing time Bonus or bust? adverbs delivery Managing time Just-in-time production Word building Efficient stock control A different Conditional 2. Multi-part verbs Finding creative Gold rush Perspective Suffixes solutions ‘Showing disagreement The kids are all | Present perfect | Personal qualities| Giving reasons Hot-desking right and past simple Management Formal and informal styles presentations Multi-part verbs st simple; Consolidation Language check: Adjectives and adverbs; Conditional 2; Present perfect and. jiving reasons Vocabulary check; Career skills: Managing time; Finding creative solutions; Motivation The kids are all right Many companies, especially in the US, now offer games and sports facilites to attract young people to work for them. They want a younger workforce because the young leam faster and can accept change more easily. In the past, older people took all the decisions, but now young workers often have a lot of responsibilty. It means that there is more ‘opportunity to have fun and to achieve success early in your working life. Page 129. smReg Thave taught English in companies around Europe for many years, so I know how important it is to learn the language of business. As the workplace is becoming more and more international, itis increasingly important for people to learn business English if they want to succeed. But in addition to the language, it is important to be familiar with key business concepts and developments, and to understand how business works in different cultures. The Economist magazine is a unique resource which provides extensive coverage of news, current trends and the latest ideas from around the world. am delighted to have had the opportunity to write Intelligent Business in partnership with The Economist. Key business concepts For the preintermediate Coursebook, I have tried to select topics which cover general business areas such as marketing, human resources and production. But I have also chosen topics that reflect the changing world of work: working across international borders, office etiquette and motivation, for example. Finally, Thave included one or two more specialist areas such as insurance and technology, which have an important role to play in the business world. The result, I hope, is to give a unique overview of business today as well as providing something of interest to everyone. Students will be able to learn. more about the business world and, at the same time, see how key language (both spoken and written) is used in real contexts. Language development Each unit has a central theme. Exercises and practical activities are developed around this to practise the key grammar and vocabulary areas. The Career Skills, pages develop language for communication, and also present students with useful strategies that will help them to be more effective in the workplace. At the end of each unit is a Dilemma - a problem-solving activity which consolidates and recycles what has been learned. ‘The Intelligent Business pre-intermediate Coursebook is accompanied by a separate Workbook that provides comprehensive selfstudy language practice. ‘There is also the Intelligent Business pre-intermediate Skills Bo task-driven intensive course that practises language from the Intelligent Business syllabus through authentic business tasks. All of these components are covered by a single Teacher's Book. People using the Coursebook and the Skills Book can. visit the www.intelligent-business.org website which contains further information on the course, downloadable resources, teacher support and premium content from the www.economist.com website, ‘The aim of Intelligent Business is to make a truly contemporary world of business accessible to learners of business English ~ whatever their level of world and business knowledge. I hope you will also find that it is both enjoyable and beneficial, Iwish you every sucess in your future English speaking working lives! Christine JohnsonMove over game boys PAGE 9 Present simple and continuous PAGE 11 Career skills: Explaining your job PAGE 13 Dilemma: Exporting to Mexico PAGE 14 yman-elt.com worw-economist.com ena sett) a ee 4 “ESS | 2 Se on ea Se ec Ra ead aU og Se CC LUA Be cieeccnoa cr earl) sie within the team or group that work with.SONY What do these companies do? Talk about each company’s activities using words from A and B below. Microsoft designe and selle IT software. A. AOL citibank D TOYOTA 8m Unit 1 WAR MART Microsoft jijio4 create, design, develop, manufacture, market, offer, produce, provide, sell banking services, cars, clothing, electronic goods, food and drink, internet services, IT software Some companies have a number of different business activities. Read the short text below about General Electric (GE) and answer the questions. GE is a diversified technology, media and financial services company. The company mission statement is to create products that make life better: from aircraft engines to industrial machinery to insurance, medical technology, television news and plastics. GE operates in more than 100 countries and employs more than 300,000 people worldwide. Name two more industry sectors mentioned in the text: Technology... Name two more things that GE produces: Aircraft engines ... How many people work for GE? Which word means that GE has many different business activities? Work with a partner. Think of a company in your country or town. What are its main activities? Does it specialise in one industry sector or is it diversified?1) Read the article about a company called Frognation. Underline Frognation’s activities and put a Robson does in her work. a Lynn Robson is a co-founder of Frognation. The company creates soundtracks. and designs and translates Japanese video games for the UK market. With her partners in Tokyo and her international team of designers and developers, Lynn creates the video games that thousainds are playing today. Lynn runs the UK office of Frognation, while her two business partners run the Tokyo office. Her Japanese computer system, and, of course, email make it possible to work across borders and time Frognation represents producers with ‘great game ideas and helps them to sell round the things that Lynn Read the article again. Are these statements true or false? Frognation works on video games that sell in the UK. Lynn works mainly in Tokyo. Frognation does all the production work to prepare the games for the market. Lynn knows a lot about Japanese culture. The video game industry is growing rapidly. Not many women work in the video game industry. Move over game boys their ideas to Sony or Nintendo in Tokyo. Once the games go into development, Lynn and her team provide advice on everything from the music soundtrack and ‘graphics to the game programming and characters. The result is a new kind of video game, ere&ted by artists, which provides exciting game play. Caltural understanding is important. ‘When she is in meetings in Japan, Lynn gives advice on what will work in both ‘countries. In the West, Lynn becomes the Japan expert, giving ‘clients information about Japanese culture. When her Japanese partners come to meetings in the UK, Lynn helps them to present their ideas, the best way, and tries to avoid any cultural misunderstandings. ‘Video game sales are sky-rocketing at the moment. There are thousands. of ‘opportunities to build careers in the video game industry, but women don’t often consider gaming as a career. Today most video games are created by men, and for men. So it is no surprise that almost all video games are either sports games or shoot-em-ups. With more women like Lynn joining the video game industry, however, things could change. Glossary soundtrack music or other sounds ona video, film, etc. Graphics. pictures or images designed for a video game, computer program, etc. programming writing a computer program characters the people in a video game, film, etc. sky-rocketing going up very fast. shoot-em-ups violent games where people shoot and kill each other 1) What do you think are the good things about Lynn Robson’s job? What are the bad things? What do you think of video games? Do video games usually appeal more to men and boys than to women and girls? Why? Unit 1m9focabulai Roles and activities Match the words 1-5 with the meanings a-e. founder to start a company or organisation set up one of a number of people who own team a business together partner to be responsible for run (a business) a group of people who work together to do a job someone who starts a company or organisation Word building Tl Jobs What do you call someone who works in each of the following areas? a technical job - technician accounts art banking economics engineering music 2] Job titles Complete the job titles in the sentences. Use a dictionary if necessary. A financial _analyst _ is someone who analyses the financial markets. A financial is someone who gives advice about financial services. Asales__ is someone who represents their company and sells their products. An manager is someone who assists the manager. A offers consultancy services to management. A is someone who develops software. A is someone who produces films. 10 Unit 1Present simple and continuous 1] Match the examples with the rules below. Lynn runs the office of Frognation. ‘Video game sales are sky-rocketing at the moment. Lynn frequently travels to Japan for meetings. Lynn is working at home this week. Use the present simple to describe: regular or routine activities permanent or long-term situations Use the present continuous to describe: something happening now a temporary situation Choose the correct alternatives in italics. We usually use the present simple / continuous with these expressions: normally everyday often -—sometimes._—_frequently We usually use the present simple / continuous with these expressions: atthe moment now this week currently Choose the correct verb forms in italics to complete the text. We're all accountants and we ‘work / are working for a telecommunications company in the finance department, We ‘sit / are sitting at our FCs in the office every day and check / are checking the invoices and payments. But this week is different: we ‘attend / are attending a training course. The company ‘currently changes / is currently changing to a new accounting system, and this week, we ‘learn / are learning all about it. So at the moment, we stay / are staying at a big hotel in the mountains. It’s wonderful! When we're at home, we usually ‘spend / are spending the evenings cooking and cleaning for our families. But here, there’s an excellent restaurant and we can relax and have a laugh together. ©) Complete the text with the correct forms of the verbs in brackets. My working day (start) with a long journey to the office ~ usually over an hour on a crowded train. The first event of a typical day is the regular morning meeting. Our managers (give) updates on the department's progress. After that, it’s a long, hard day of work. You can see me at work in this photo - I (give) ____ a presentation to my colleagues. I often (‘stay) in the office until 9 or 1opm. But this is the old way. Now, things (begin) to change. Young people (‘refuse) __ to work long hours. They (demand) ____ more leisure time and freedom. Describe your daily or weekly routine activities to a partner. Describe any special projects you are working on at the moment, or any special events in your personal life. Unit 1aHow to write emails [Anna Davidson, a training manager and expert in business communication, talks about virtual teams: international teams which communicate mainly by email. Listen to the first part. What are the advantages and disadvantages of using email to communicate with colleagues in other countries? J Which of the following are most important when writing to a colleague in another country? Discuss your ideas with a partner. Tell your colleagues about yourselE. Only write about work, Keep your message very short. If there is a problem, explain it carefully. Use polite phrases. Now listen to the second part of Anna Davidson’s talk. Tick the points above which she recommends. Read two examples of an email from a Japanese designer to his London colleagues about the text for a new webpage. Which one follows Anna Davidson’s recommendations? Syne tt rn natonse | sete oe orn webpage Ht Wie're having problems with your text ~ It's too long, ‘Thanks very much for sending the text. It looks very You need to cut it. Interesting. Unfortunately we're having some problems with it Its aiitle bit long. In our experience, the users are not Takesht ‘very happy to read more than 60 to 70 words. We think It may be better to cut the text. What do you think? ‘We are taking a short break now ~ we're going out to the konveni for an onigiei (that means: we're going to the store for a rice snack!) Best regards Takeshi Tracey Smith, a colleague in another country, has sent you a sample page for a new website design. You want to make the following comment about i There's a problem with the new website design. The colours are too dark. It’s difficult to read the text. Tracey needs to find new colours. Write an email to Tracey Smith, Follow one of the examples above and make the comment more friendly and polite. Decide how to start and end the email. End the message with a little ‘conversation’ as Takeshi does in Example A above. 12m Unit 1Career skills i Listening 2 © Speaking When you introduce yourself, it is common to say something about your job and where you work, Look at the following phrases, Match each phrase with a ‘question a-d. (graphics designer) Twark a5 0 ... (consultant) work for. (a media company) fide ... (web design services) .. (project management / managing projects) . (meet with clients, sell our services) anes ‘My main role is to ‘What kind of company do you work for? What does your company do? ‘What do you do in your job? What's your job? anes 1 Listen to four people explaining their job and job activities. ‘Match the jobs, companies and main activities with the person. Bob Campagne Olaf Lawyer Paper manufacturer manages IT systems Rania Accountant Finance house meets clients DaThe Project Manager Mobile phone company deals with payments Jaana Systems Developer Travel company checks contracts © Listen again. What other activities does each person do? [5] Which of the above phrases does each person use? Tick the phrases you heard. Then listen again and check. 1) Imagine you are Olaf, Rania, Da The or Jaana, Introduce yourself to your partner. Explain your job, company and job activities. Bl Work with a partner. You should each choose a different company and job for yourself. Practise asking and answering questions a-d above. Greeting people How do you greet a new contact or colleague in your country? In business, do you usually shake hands? When? Is it OK to use first names with someone you don't know? These things may be different in other cultures, Can you give any examples from your own experience? Unit 1mDilemma C1S10 Oo Dilemma: Exporting to Mexico Decision: Brief A British company, Systemax, manufactures and sells laboratory © Listen to Alistair Cross, a equipment to three main regions: Europe, North America and Asia director of Systemax. Alistair Pacific. Systemax is entering a new export market in Mexico. Sales in Pefainreetiieleomparys Mexico are small at the moment, but the company expects a big increase Aeretnteaercing in the next two years and hopes to expand further into South America during the next five years. Systemax has two export managers for the main regions: George Johnstone, North America; Linda McCade, Europe. Now someone has to take responsibility for exports to Mexico. Is it better to give extra responsibility to George Johnstone or to Linda McCade? Or perhaps the company needs to find a third export manager? The extra responsibility means travelling to Mexico (and in future, to countries in South America) several times a year and building good relationships with customers there. Mexico has a border with the US and, in terms of geography, could be part of the North America region. But its culture is very different from the US culture. It is in many ways more similar to the culture of Spain. responsibility for exports to Mexico. I systemax You are the Systemax directors and have to decide. Consider: ice sae of boat equinent yon + What abilities and experience do George and Linda have? - + How much time does each have for extra responsibilities? + Are they ready to increase the amount of travel abroad? a on Task 1 Work in two groups. Look for the answers to the three questions above. \: Find out more about George Johnstone, Turn to page 137. a x up 8: Find out more about Linda McCade. Turn to page 140. a tot Ansa a Pacific uope Task 2 Work in new groups of 4-6. Half of each group should be from Group A and half from Group B. Tell the others what information you have about George Johnstone or Linda McCade. Discuss the information and decide if it is a good idea to give extra responsibility to either George or Linda. ‘Or you may decide to look for a third export manager. Write it up Write an email to either George Johnstone or Linda McCade, offering him/her the job and explaining why. Use these words in your email: T'mwriting to tell you that we would like to offer you the job of We think you are the right person for this job because Mm Unit 1weeconomist.com | Keynotes Information technology (IT) makes it easy to store huge amounts of data, or information, 9 computer databases. Companies and sganisations collect information about people the time. Companies conduct research into eople’s buying habits so that they can | smprove their marketing. Organisations collect ' for surveillance purposes: to help stop | ol Can I help you? qin ‘Yes, ’'m looking for Mr Jones. Let me carry your bags for you. ‘Thanks - that’s very kind of you. Would you like a coffee? Not just now, thanks Do you want some sugar? I don’t take sugar, thanks. I could make a copy for you. ‘Thanks, but I don’t really need one, | Requests Responses _ a ‘Can you phone me tomorrow? It's a bit difficult. I'm very busy. Could I have some water, please? _Yes, of course. ‘Would you please check the figures? Yes, no problem. Could you give me some directions, I'm sorry. | don’t know this place please? very well. Choose the most appropriate words in italics. Can I /Twant to see the photos? Do you want that 1/ Can Thelp you with your bags? Could I / Let me borrow your magazine to read? Could you / Would you like to sit down? Would I / Could Ihave some more milk, please? You could / Could you open the door for me, please? Can you / Please give me your phone number? © Rising intonation 7 is more polite for requests and offers. Falling intonation “« sounds like an order. Listen to six examples. Decide if each one is a request (R) or an order (O). How could you refuse these offers and requests politely, without using the word ‘no’? Discuss your ideas with a partner. Can I phone you at 10 o'clock tonight? Would you like to try some of our English beer? Could you give me your report today, please? Let me show you around our factory. Could you tell me about the history of your town? Do you want a lift to the airport? 1) Work in pairs. You are going to ask each other for help. Student A tum to page 137. Student B turn to page 141. © Role-play similar situations with your partner.Career skills Listening 4 © Speaking | Cutture at work Match the polite phrases 1-6 with the replies a-f. 1 Con Tintroduce my colleague? 2 No problem. You're welcome. This is Jane Duncan. 2 Tin eally sony about my mistake. That would be very nice. Thank you! 3. Thanks very much for your help. That's all right. Don’t worry about it. 4 Would you like to join us for lunch? I'm glad you enjoyed it. 5 Is it OK to smoke in here? e Pleased to meet you. 6 Thanks for a very nice lunch. f Timsorry. It isn't allowed. [f}) Listen to six short conversations. How does the second person reply in each situation? Choose the correct description in italics. | John points out a mistake. Jane apologises / doesn’t apologise for it. 2 Jack invites Barbara to dinner. Barbara accepts / refuses the invitation. 3. John introduces Caroline Day to Barbara, Barbara knows / doesn’t know her. 4 Jack asks if he is allowed to park in front of the office. Jane says that he can / can’t 5 Barbara gives Jane a gift. Jane likes / doesn’t like it. 6 Jack helped John to arrange his travel. It was / wasn’t a problem for Jack. | Listen again and underline the phrases in the table above that the speakers use. Work in small groups. Take turns to role-play the following situations: | A business partner from the UK comes to visit you in your office. Introduce your colleagues. Invite your visitor to a local football match this evening. You are the visitor. You want to know if you can smoke in the office. Your colleague helped you to prepare the conference room for a meeting. Say thank you. You spill coffee on a document that your colleague is reading, Apologise. 6 You are a visitor from abroad. Your business partner takes you to the airport to catch your flight home. Say thank you. Being direct When you make requests in your country, do you use a lot of polite phrases, or do you just say directly what you want? In some cultures, people prefer t0 be direct. For example, they may go into a restaurant and say: ‘I want to see the menu? In other cultures, people think it is impolite to be so direct. They might say: ‘Do you think we could possibly have a look at the menu, please? Unit 3m 29~~ /) Dilemma: A workplace bully Decision: Brief Elizabeth works for a computer company. At first, she liked the job and Now listen to Gary Robinson, believed that she could do it well. But now she has a problem: her team a business psychologist, giving leader, Valma, is a bully. Valma seems to dislike Elizabeth. She always his opinion about Elizabeth's finds problems with her work. If Elizabeth makes a small mistake, she ‘staan shouts at her in front of her colleagues: ‘What's wrong with you? Are you stupid?’ She doesn’t talk to the other team members in this way. She gives Elizabeth all the most boring and difficult tasks to do. Elizabeth wants to go on a training course. She wants to specialise and be able to do more interesting work. But Valma always finds a reason to stop her. She tells her she has no ability. Elizabeth feels tired and stressed. She is starting to believe that she really is stupid. What should Elizabeth do? She has four options: + talk to her colleagues about it + talk to Valma herself ‘+ report the bullying to a senior manager in the company + leave the job Task 1 To find a good solution, it is helpful to understand why someone is a bully. There are three main types of bully. Read about one of these types. Work in three groups. Group A turn to page 141. Group B turn to page 143. Group C turn to page 144. Task 2 Form groups of three: one person from each group, A, B and C above. Take turns to describe one type of bully to your partners. Which description do you think best matches Valma? Using the information about this type of bully, decide on the best option for Elizabeth. Of course, she can try more than one option. But which one is not such a good solution? Why? Write it up Write a friendly email to Elizabeth. Explain why you think Valma is bullying Elizabeth. Tell her what she should do. 30m Unit 3Language check Complete the sentences with the correct form of the present simple or continuous. Mark is a market research assistant: he (analyse) market data. Today is a holiday and Mark isn’t in the office. He (play) football. Mark (play) football twice a week. Currently, Mark and his colleagues (work) ona special project. They (conduct) market research for a new sports magazine called Goal! ‘Young men (read) the magazine. Goai! has a problem at the moment: Not many people (buy) the magazine. Mark thinks that this is because men (not read) magazines very often. Complete the text with the best option a-c. Nowadays,‘ people are rich. But the rich aren't always happy. People who have money don't want to be without it, but they can have*___big problems sometimes. They often don't have * close relationships. Sports stars and entertainers may have * hard life because they spend « ime away from friends and family. Twenty-nine-year- olds in Silicon Valley who don’t need to work any more often feel that there isn’t” purpose to their life. It may sound strange, but there aren’t* young people who want to spend their whole alot of much any many much a lot of any some much some many much, some any a alot of many any a some many much many some Which offer or request 1-6 matches both responses a-f Would you like a drink? Let me show you our new offices. Can I post your letters for you? Could you give me Jon’s number, please? Would you please bring me some tea? Could 1 use your office this afternoon? ‘That would be nice, but I haven't got much time, 'm afraid. ‘Thank you. That would be very interesting. I'm sorry, we haven't got any. ‘Yes, of course. Sorry. | haven't got Yes, Just a moment, it’s on the database. Not just now, thanks. Justa glass of water, please. Its a bit difficult. Jackie's using it. Yes, that’s no problem. Don't worry, I can do it myself Oh, thanks very much! solidation Choose the correct words in italics. Good afternoon. ‘Could you / Do you want to give me *some / an information about flights to Lisbon, please? *I like to / I'd like to travel on Monday morning at 8 if possible. B Monday. OK. ‘Let me /Can you check. ‘There aren’t ‘any / some flights at 8, but there's “an / some earlier flight at 6:30. B_ How much “does that cost / is that cost? 750 euros. B That's ‘much /a lot! "Do you have / Are you having any cheaper flights? Sorry, not then. There's a flight at 15:30 on Sunday which "costs / is costing 280 euros. B “Can I/ Let me get a seat on that flight? Yes ~ but there's only one seat lef! "Do you want to / Do you like to book it? B_ Well, *I wait / I'm waiting to hear from my colleague. I would / could hold it for you, if you like. amVocabulary check [0] Complete the text with these words. partners produce run setup founders Jack Russell and Ray Fox are the ' ofa film company that makes cartoon films. The two know each other from their student days. They decided to’ the company afier making a video together at university. Now they‘ a big organisation with over five hundred employees. They * some of the best known cartoon films in the business. HD Complete the text with the best option. “Many companies nowadays use the internet to goods and services to customers é Some companies maintain huge z of customer information. Nowadays, different organisations collect so much about us, itis difficult to have any i We need new ¢ to control the way we use the internet. For example, can we accept the activities of online” who try to sell goods by sending out lots of emails that people don’t want? Is it OK for companies to monitor web-browsing * for example? When someone changes jobs, should one company pass on their personal ° to the new employer? a give manufacture offer online 5 offline on sale 1 databases collections stores source data research, 5a. status productivity privacy a rules rulers rudeness 7 a retailers b researchers reporters facts customs habits records b reviews videos [ Career skills xplaining your job Match the sentence halves. rm... 2 avideo production company. Iwork... as a product manager. T work for... for sales of music videos. Tm responsible ... My main role is... a sales representative, to meet clients and sell our products. m2 Complete the dialogue with the questions. Do you mean 16 per cent of all Britons? Sorry, can you repeat the last number, please? Sorry, did you say 16 or 602 So that’s about half? Sorry, I didn't catch that. 5 ur survey shows that about 60 per cent of Britons use the internet. cer 60 per cent. And 48 per cent use the internet for email, er 48 per cent use the internet for email. Questioner * Yes, that’s right. About 16 per cent of people don't think the internet is useful or interesting. Speaker Yes, all Britons. About 11 per cent don’t have enough money to buy a computer. But some people just dislike new technology - about 7 per cent in fact. Questioner * , That was 7 per cent. Being polite Complete the dialogues with the phrases. for all your help meet you Would you like to You're welcome Is itOK I'm afraid would be very nice Can 1 introduce my colleague, Patrice Cherbourg? B_ Pleased to estaurant this evening? B That , thank you. Thank you so much . to use this phone? B_ Pm sorry, it isn’t allowed. can’t find the ‘Getails on the computer. B_ Don’t worry. I can check them later.Fashion’s favourite PAGE 35, Comparatives and superlatives PAGE 37 Career skills: Describing products PAGE 39 Dilemma: Volkswagen bugs PAGE 40 Keynotes Image is the general opinion most people have of a company or product. Brand image is the opinion people have of a brand. A brand usually has a name, a logo (a symbol) and a design which everyone can easily secognise and which helps to identify it. Marketing experts work hard to create brands and promote the brand “mage through advertising campaigns. This process of branding is an important part of marketing. Most customers feel happier buying a famous brand than a product they don’t know. The image of the brand has to appeal to the target market.ew Brands 1] Discuss the following questions in pairs. Are luxury goods expensive or cheap? Low quality or high quality? Inexpensive and cheap can mean different things. What do you think the difference is? Do you think goods which are value for money are cheap or inexpensive? Are they low quality? Answer the following questions on identifying brands. Look at the brands. Which group does each belong to? Luxury goods or value for money? Work in pairs. Choose words or phrases to describe the image of each of the above brands. fun stylish reliable practical fashionable dynamic excellent engineering _ latest technology Is fashion important to you? What things have you got with you that you could call ‘fashionable’? Match the words or phrases 1-5 with the meanings a-e. topend clothes made in a factory, not specially for haute couture one person offthe-peg the company’s name on the clothes they have designed a company that designs, makes and sells fashionable clothes the most expensive products in a range making and selling very expensive clothes, especially for women fashion house designer label 34m Unit 4Survey: Fashion Fashion’s favourite ‘What is the point of top-end fashion?” Discuss this question with a partner then read the article and see what the writer says. Read the article again and answer the questions. Why are there only 2,000 customers for haute couture? Do fashion houses make a profit from haute couture? What is the main advantage of a fashion show? Why is Paris the true capital of fashion? (two reasons) Why is the fashion industry good for France? Which city competes with France as a centre of fas! ‘The high cost of fashion shows is worth every penny to the industry at_is_ the point of top-end fashion? An haute couture dress can cost. more than $100,000. Not surprisingly, there are no more than 2,000 haute couture customers in the world. The commercial point is that hhaute couture is the fashion house's loss leader. It creates the image of the brand. Someone who would never pay $20,000 for a hand-made dress might pay $1,000 for an offthe-peg dress with the same designer label—or $50 for its perfumes. Fashion shows may be expensive, but the publicity they generate works’ out cheaper and more effective than spending $80,000 a page on advertisements in the glossy fashion magazines. One New York consultancy calculates that a 20-minute show, which ‘could cost up t0 $500,000, generates. as much. publicity as $7m of advertising in ‘American fashion magazines. Most people could never wear the clothes, but the idea is to create a buzz ‘The true capital of fashion is Paris. It is home to the most famous brands, and it has the biggest number of talented designers. France's fashion and luxury-goods industry represents some 2,000 firms, 200,000 jobs and 5% of total bo Glossary loss leader a product that is sold at a loss, but encourages people to buy more profitable products from the same company glossy magazine a magazine using high quality paper with a lot of beautiful photos industrial production. Include the textile industry, with 60,000 employees and the share of industrial activity rises 10 8% With advertising, graphic design and media, it all adds up to real economic weight. And France exports much of this output. Can Paris continue to be the centre of the fashion industry? Perhaps New York, with its huge domestic market and new’ creative talent, will become fashion’s centre in the future, But for now, the challenge for everyone is to sell:'after all, feshion is a business. m Would you pay more for a designer label? Why? / Why not? Unit 43536m Unit 4 The fashion industry 1 Choose the best definition for the are used in the article. hand-made manufactured ina factory talented shard working firms companies or small business textile industry 2 businesses manufacturing output production domestic market sales abroad © Complete the article with the foll ese words and phrases as they made without machines having a special ability groups of workers es businesses writing texts fabric shows sales in your own country llowing words and phrases. campaigns famous fashion houses. shows glossy magazines image publicity wear ‘___ suchas Versace and Yves Saint Laurent, are choosing celebrities for their advertising 2 In the past, supermodels like Cindy Crawford were the main stars of fashion. Now the * ate full of Lopez, and no *_____ fashion ‘models. Newspapers are more interested in what fim stars * to the Oscars, (Academy Awards) than in fashion ‘ - But people in the fashion industry stil say that they cannot do without photos of beautiful actors such as Nicole them. They create the’__ of the Kidman. Louis Vuitton’s latest brand and generate a lot of * advertisements feature the singer Jennifer Word building 1) Complete the table with the missing words. Noun Adjective Noun’ Adjective 1 luxurious commerce 5 fashion aa economy 6 3 ___ industrial fame 7 creation , ee ee talented |) How do you pronounce the words in the table? Mark the stress in each word. luxury ~ luxurious Now listen and check your answers.Promoting the image Dee Delaney is an independent marketing consultant. You will hear her talking about how companies communicate the image of their brand. Listen and answer the questions. 1 Companies don’t just sell products. What more do they sell? 2 What three examples does Dee Delaney give of things that people buy that ‘say something about who you are’? What kind of men did Ray-Ban show in the photos in their advertising campaign? What kind of people do their customers want to be? Is Gap's StressFree clothing for men or for women? 6 What two adjectives describe the image of the brand? Speaking ‘Think of examples of other famous brands. What kind of lifestyle do they sell? How do the advertisements promote the image? Comparatives and superlatives {) Complete the table with the examples in bold in the following sentences. Fashion shows are cheaper than advertisements. A show is more effective than advertisements. ‘The most famous brands are in Paris. Offthe-peg clothes are less expensive than hand-made clothes. It is easier to copy than to create a new design. ~ Paris has the biggest number of talented designers. Comparative Superlative A Short adjectives adjective + er the + adjective + est (one syllable) ya___ Ble i B_ Short adjectives ending in-y yeier the + adjective + est (one or two syllables) * © Longer adjectives more / less + adjective the most / the least + (two or more syllables) *__ ‘ El Which of the adjectives are type A and which are type C? high fashionable beautiful reliable practical slow old young ©) Write the comparative and superlative forms. good bad Unit 437© Complete the sentences with as or than. ‘The British fashion industry isn’t as important ____ the Fresss or Italian, Advertisements are more expensive ___ fashion shows. {A fashion show generates as much publicity an adverse campaign. 1) Choose the correct words in italics in each sentence. ‘The US has a bigger / more big domestic market than France. pa off-the-peg dress is more cheayer / cheaper than an haute coutee: ress. ‘There aren't as many designers in London than / as in Paris. This year’s designs are prettier / more pretty than last year. John Galliano is one of greatest / the greatest designers in the Britiss fashion industry. I think Stella is most talented / more talented than Susan, Susan is less creative / the least creative of the group. The quality of the clothes in the stores is worse / worst than ever ‘The price in France is the same as / than in the UK. ‘The price in the US is lower / the lower than in the UK. Complete the text with the comparative or superlative form of the adjectives in brackets. Giorgio Armani, founder of the Armani Group agrees that the last year has been the (‘bad) for many years for fashion and luxury goods companies. When the economy is down, people don’t want to spend m Now, things are slowly getting (good) and customers are becoming (optimistic) , but they are (‘careful) _ bow what they buy than they were before. Quality and value for money are becoming (“important) and it is Chard) for companies to sell something just because it has a designer label. People expect luxury goods to last (long) than other goods. Consumer are (‘interested) in fashion and design than ever before, but they expect to be able to buy the (new) _styles for less. De Look at the pictures of three watches. With a partner, compare them using the adjectives below. Say which one you like best and why. heavy, light, sporty, stylish, fun, value for money, easy to read, comfortable to wearDescribing products To sell a product successfully, you need to find a good way to describe it in product brochures, catalogues and so on. Market researchers ask consumers for their opinions because this helps them to design better products. Look at the hat ofa computer desk, Match the questions 1-7 with the phrases botd ach. (Note: One question has two answe 1 What can you use it for? It's ideal for a small room. 2 Who con use it? b Its /isn’t designed for use in the 3 Where can you use it? office or ot home. 4 Whot special features has it got? ¢ ‘You can use ft for a PC or aptop. 5 How does it look? d__ It's suitable for people of all ages. 6 What és it made of? It's got lots of space for books and 7 Why do you / don’t you like it? papers. f It’svery practical, in my opinion. g Telooks stylish. It’s made of good quality wood. "| Listen to three people giving their opinions about the desk in the picture. Do they all like it? ted), ae ) Listen again. How does each customer describe the desk? Tick the phrases that you hear in the list above Work in pairs. You are going to describe a product to each other. Student A tum to page 137. Student B tum to page 141. Honest or diplomatic? Your colleague is wearing a new suit and asks you what you think of it. You think it looks terrible. Do you give an honest opinion, or are you diplomatic? Some cultures believe it is important to be completely honest at all times. People respect honesty and don't feel hurt. In other cultures, people think it is better to give a false opinion than to say things that may hurt the feelings of others. Unit 439Dilemma... €C1S10) Dilemma: Volkswagen bugs Decisio Brief A few years ago, VW had two problems. 1) It was Europe’s largest car © Listen to Ernst Jungbaum, a manufacturer, but its best selling cars - the Golf, Jetta and Passat ~ were marketing consultant, beginning to look old. VW’s competitors had new models, but VW had explaining the decision that nothing new. 2) The VW brand was based on value for money, middle- YW took. priced cars. VW customers wanted a more luxurious brand image when | they got older and richer. VW didn't have any cars to offer them. | You work for VW in marketing. Consider the three options. | Useful phrases Idea 1 Large people carrier, seats 7-8 people pam tesreese ot | 20 litre engine We think the ... is the best product to develop because | It is suitable for... It’s ideal for ... Tt looks ... fer and more luxurious than the Sharan Price range: €25,000-€40,000 9 2 Top-end sports utility vehicle Four-wheel drive, goes anywhere offroad Heavy and powerful, with a 42 litre engine Lots of electronic devices Price range: €44,000-€78,000 Idea 3. Large, stylish executive car 60 litre engine ‘Top-ofthe-range car that can compete with Mercedes and BMW Excellent technology; fast and satisfying to drive; lots of electronic devices Price range: €60,000-€105,000 Task 1 Work in three groups, Choose one of the following consumer groups and decide which product has the most appeal for them. Why? Croup A: Aged 50 and over, in top jobs Group 8: Aged 30-50; professionals with families; earning a lot roup ©: Younger, with a lot of money Task 2 Form groups of three: one person from each group, A, B and C. Say what your consumer group thinks. Decide which product is best. Write it up Write a memo to the senior management of VW. Say which product idea you recommend for development and why. 40 m Unit 4Unit 5 Nee ut Keynotes 4 start-up is a new business, Many seople decide to start up their own susiness because they have what they pink is a good business idea and spey want to become entrepreneurs. ‘it is important to prepare a good ssiness plan before you start. You cd to know if there is a demand the products or services you +t to offer. If you finance the tion, find ‘tomers and beat ‘competition,42m Unit 5 What is success? What does success mean to you? Choose one of the following: a top job being good at what you do being your own boss being happy earning a lot of money something else being famous What makes a successful company? Complete the sentences with words and phrases from the box. demand grow — control. ~—s market share profit market leader A successful company has to make a There has to be a___ for your products. The most successfull companies __ the market, Successful companies have a bigger percentage of sales than their competitors. They have a bigger ‘company that has the biggest sales or the bet selfing product in the market is the Successful companies are always finding new markets and new ‘opportunities to {l| Listen to Jake Goldrick, CEO of a medium-size technology company, explaining what makes a company successful. Check your answers to the extracts above. ©] Listen again and answer the questions. What can companies do to make more profit? What happens if a competitor brings out a better product? What does Jake mean when he says that ‘no company wants to stand still? Think of a successful company that you know. What makes successful? [l] Read the article on the opposite page. Why do you think PJ Smoothies is a successful company? ©) Read the article again to find out when these things happened. Harry Cragoe lived in California, Harry Cragoe and Patrick Folkes founded P] Smoothies. Cragoe and Folkes imported smoothies from America from 19... to19.. ‘They started production in the UK.Dy Read the article again and answer the following questions. Why did Cragoe think that smoothies were good? Why did he decide to sell smoothies in the UK? 3 How did he finance the new business? 4 Why did he start production in the UK? What is BJ Smoothies’ market share? ‘Who or what are PJ Smoothies’ main customers? How did Cragoe lose £30,000? Does Harry Cragoe think i enjoy it? Passion into profit @ Hany, Crag fi ied a tut smoothie in California in the early 1990s. He had no idea then that he was on the road to corporate success. Now he heads a multi- rnillion-pound company — and it’s all ecause of his passion for healthy cating. @ Wher, | anived in | Loe Angeles, I rented an apartment near the beach’ he remembers, ‘I was very English, very white and overweight. Everyone was focused on looking good and being healthy. There ‘were juice bars that sold drinks called smoothies and I loved them.” @ Wien be retumend to Briain he found they weren't available. “All you could find were cartons of apple or orange juice. Lcould see there ‘was a real opportunity.” Cragoe sold his flat, car and ® investments and flew back to Califor He returned with a cool box packed with frozen drinks and persuaded a friend, Patrick Folkes, to help him import and sell them. They founded PJ Smoothies in 1994. Initially, the firm imported frozen smoothies from America, but the business grew quickly and they didn’t have the stoek to meet demat ‘Up to then, we just imported the finished product,’ Cragoe says. ‘If a store ordered 200 bottles, we began defrosting? In 1996 Cragoe decided to set up production in Britain, He found a factory site in Nottingham, equipped it and began production. Since then, PJ Smoothies has gone from strength to strength. ‘The company is now Britain's market leader in the fresh drinks sector, controlling just under 50% of the market, Cragoe sells more than 250,000 drinks @ week in summer to big supermarkets. There have been problems along the way. Cragoe lost £30,000 when his. distributor went bankrupt, leaving him with hundreds of boxes of juice to distribute. But he has never lost confidence in his concept. possible to run a business when you don't LI “Most of all, you've got to have fun, he says. ‘You must feel really passionate about what you're: doing” Glossary smoothie a mix of fruit juice and fruit purée which is thicker than normal juice defrost make frozen goods warmer so that they are not frozen 1) What soft drinks are popular in your country? ©) Do you have an idea that you feel passionate about? Can you imagine setting up a business to sell this idea? What sort of business? Unit 543mUnit 5 Opposites Find the words in the article with the opposite meaning to these words and phrases. failure (paragraph 1) slim (paragraph 2) became smaller (paragraph §) weakness (paragraph 6) eamed (paragraph 7) Business failure Complete the text with the following words and phrases. bankrupt distribute sold cool equipped order set up Snacks 2U was a small firm that produced fresh snack foods and ‘ them to shops, cafés and bars in the region. To * the snacks, it used trucks which it? with refrigerators to keep the food * - The business was a success until one day a new producer in the same area. It supplied exciting new snack foods at a lower price. Shops and cafés started to‘ products from the new company. Snacks 2U wasn’t able to compete, and six months later it went Collocations Combine words from A and B to make phrases. Use the phrases to complete the sentences below. A B heads demand rent fun meet an apartment lose ‘accompany have money The person who usually has the title of CEO. Companies sometimes when the economi tuation is bad. More and more people wanted to buy the new snack food. The company had to increase production to When Patrick moved away from home to start work, he had to Running your own business is hard work, but you can too.Setting up a new business {0 Work in small groups. Make a list of some of the things that are important to do before you start a new business. J Alan Martin, a young entrepreneur, describes five important steps for setting up a business. Listen and complete the chart below. Did you have the same ideas as Alan? Step 1: Develop Step 2: Conduct Step 3: Prepare a good Step 4: Get Step 5: Build a 5 Listen again and answer the questions. What percentage of business ideas fail? Why do they fa ‘What two questions does your market research need to answer? ‘What two things does a business plan help you to do? What does it usually include? Name three things. Which step does Alan think is the most important? Why? Speaking Alan says that most businesses fail because people don’t understand the market. What other reasons for failure can you think of? Unit 5m 4546m Unit 5 Past simple Look at the examples and answer the questions. I rented an apartment near the beach. Harry Cragoe first tried a fruit smoothie in California. He arrived in Los Angeles in the early 1990s. ‘When did Harry Cragoe live in California? Did they start production in the UK in 1992? ‘They didn’t have the stock to meet demand. How is the regular past simple formed? How is a question about the past formed? How is the past negative formed? Choose the correct words in italics. ‘The past simple describes an event that is finished / still happening. Many verbs have an irregular past form. Look at the article on page 43 again. Find examples of irregular verbs in the past simple. We often use the past simple with a time expression. Choose the correct prepositions for the time expressions below. in on at _—_ from... to... 1998 April 1st sam 2003-4 Monday March Read the notes about a company that makes crisps. Write complete sentences using the past simple and appropriate time expressions. 1996 > David Willis founds Chiltern Snacks. avid Wiis founded Chiltern Snacks in 1996, 1996-2001 > He distributes crisps to local retailers by van. August Ist 2001 > A customer cancels his order because Willis doesn’t sell 50 gram packs. > Willis thinks about starting up his own brand of crisps. is starts production of the first Salty Dog crisps using 50 gram packs. The first year Sales grow fast. November 2003 —> The first international order arrives. February 14th 2004 -> Willis exports the first packs to Germany. March 2004 He receives enquiries from the US and China. December 2002 > Think of six key events in your life. Tell your partner about them and say when they happened. Ask your partner about the key events in his/her life.amazon.com So Telling a story When you tell a story in the past, it is useful to say when events happened and in what order they happened. Look at the following examples. To begin with... After about a year/ after 0 while Then / So then After +ing ... (e.g. After graduating ...) For the next three or four years .. So what did I do? Two years later . And n0W .. Listen to the story of Ben Hope. Number the events from his life in the correct order. lost his job got a big contract graduated from university employs 12 people started his own business joined a design company Listen again. Which of the above phrases do you hear? Tell Ben's story in your own words. Use some of the language above. Work with a partner. Ask and answer questions to complete the story of Jeff Bezos, who started Amazon.com. Student A read the information below. Student B turn to page 141. Student A Year Event Graduated from Princeton 1986 First job — with a new technology company 1992 1993 Left DE Shaw to set up his own business Moved to Seattle, began writing software for new business 1995 | Amazon opened for business 197 | 2000 | Amazon became profitable When you have the full story, take turns to tell each part in the correct order. Use the phrases above. Telling stories In some cultures, when people tell a story, they describe each event in sequence, starting with the first and finishing with the last. In other cultures, people start in the middle or at the end, and then go back to talk about earlier events. What do people do in your culture? Unit 5m47Dilemma_ VECISIC Dilemma: Organic growth Decision: Brief Sunshine Foods is a large dairy food producer, specialising in milk, ») Now listen to Ronald Dean, butter, cream, yoghurt and ice cream. There is a lot of interest now in ~~ the CEO of Sunshine Foods, healthy food products and many consumers want to buy organic food, describing what decision the produced in a traditional way without the use of chemicals, Sunshine’s company took and what directors want to have a share in the organic food market and they believe that the best way to enter the market is to take over (buy) a firm that already produces organic products. They plan to create a new subsidiary which, they hope, will quickly become market leader in the organic dairy food sector. Sunshine Foods is looking for an organic producer which has created a popular brand with excellent products and offers good opportunities for growth. The firm they choose should be profitable and well run, but it may need financial help to be able to grow. Sunshine Foods is considering three organic producers with the idea of ‘making an offer to the most suitable one. These are: Rocky Farm: a farm that makes its own organic ice cream. + a small producer of organic ice cream and yoghurt. a farm cooperative that produces organic milk, butter, cream and a range of different yoghurts. happened. Task 1 Work in three groups, A, B and C. Choose one of the above firms and read about them. Group A, turn to page 138. Group B, turn to page 142. Group C, turn to page 144. Task 2 Prepare a short presentation about the firm. Be ready to explain: the firm’s history. the firm’s strengths and weaknesses. why you think the owners may agree to a takeover. Task 3 Make a short presentation about the firm you researched. | \ Task 4 After the presentations, the class should try to agree which firm Sunshine Foods should offer to buy. Write it up Write a memo to the directors of Sunshine Foods. Say organic producer offers the best opportunity. your reasons. 48m Unit 5=e Unit 6 Future wwvalongman-elt.com An elevator to space PAGE 51 Modals of possibility PAGE 54 g Dilemma: Risky ventures Keynotes Man is constantly exploring new Pe ee Cee RCCL mt shape our future and open up new opportunities for business. But CeO nme med POE nce Me ieuraeg Cr ee ROE Poko capital. But it may be difficult to Tet enn racy ad TOR ea Es Cour manos that fs >Ventures into space J Look at the photos. What do they show? Do you know of any recent space ventures like these? What it | What are the benefits of exploring space? Are there any benefis Read the description of the space elevator and answer the questions. Where will the space elevator’s two platforms be? What will link the two platforms? How could people use the space elevator? ‘Anumber of scientists dream of building an elevator into space. A space elevator could Jink the Earth with space, and provide an easier way to send people and things up into space. To build it, you need a very strong cable which permanently connects a platform in space to a platform on the surface of the Earth. The space platform ‘will be at the same height above the Earth as most satellites. The Earth platform will be on the sea near the equator. Astronauts and goods could travel inside a capsule which moves up and down the cable between the two platforms. Wh i i What co you think ofthe space elevator idea? What benefits could i 50 Unit 61) Read the article and find the answers to these questions. What are the two main disadvantages of launching satellites into space? Is the space elevator a private or a government project? What two big problems does Michael Laine have to solve before he can build the space elevator? What is LiftPort trying to do to solve these problems? Can LiftPort make money from the space elevator? How? [What do these numbers refer to? 2018 $100 million $7 billion to $10 billion $20,000, 5 thousand kilos An elevator to space Wouldn't it be nice if you could take an elevator to space? IN the future, you may be able to. Michael Laine hopes that his new business, LiftPort Group, will complete a space elevator by 2018, But we already have rockets and satellites, so why an elevator? Well, it's not cheap to get satellites into orbit. To reach 26,799 km up ~ where about half of all satellites go— costs above $100 million. Add another 10% to 20% for insurance. And make sure you build that satellite right the first time because, once it's up there, you can't fixit. The private space industry is expected to grow, but many of the new ventures like the space elevator seem extremely risky. Of course, Laine knows that things will not be easy. First of al, there's the start-up cost: He thinks that the construction of the elevator will cost between $7 billion and $10 billion over five years. Then there's the fact that the cable for the elevator needs to be stronger than anything in industrial use today ~ about 30 times the strength of steel. Laine runs the company on a tight budget and employs only five people. He says he plans to raise capital and set up joint ventures with other technology businesses. When it is finally completed, the elevator could compete with NASA and the Russian Space Agency. It wasn't so long ago that Laine himself was skeptical of the potential for making money in space. ‘Other space enthusiasts were saying, "Let's go to the moon” or “Let's goto Mars," he remembers. ‘I kept saying "What's your return on investment - your ROI?" Currently, the cost to deliver a kilo of stuff into space using rocket launch is $20,000, The elevator could carry loads of five thousand kilos per day. it could deliver over a ion kilos of material per year ~ resulting in billions of dollars in sales. But with so many problems to ‘overcome, will it ever happen? Glossary Joint venture a business activity which twa or more companies have invested in NASA National Aeronautics and Space Administration (US space agency) skeptical (American English) not believing what other people tell you (British English sceptical) stuff objects or materials (informal) 1 Do you think the space elevator will ever happen? Why? / Why not? J] Would you like to travel into space? Why? / Why not? Unit 6m 5152m Unit 6 cabul Financing ventures [1] Match the words and phrases 1-6 with the meanings a-f. capital careful control of costs, necessary when you have very little money startup cost > the profit you make from an activity in relation to how much money you putin 3a tight budget money you lend to someone so that they can start a business venture potential the time needed to get back the cost of an investment return on investment the expense of setting up a new business or new project payback period possibility of future success 1) Now complete the text below using the words and phrases from exercise 1. Finance for space ventures It is very difficult for companies in the private space industry to find the necessary » for new space projects. Private investors don't like investing in space because the ?_____is high, and because the »___ can be as much as 20 years or more. Investors want to be sure that they will get a good * - However, some millionai enthusiasts will support projects even if there is not much making a profit. Even government projects are often short of money. Most, space ventures have to run on ‘ ‘ Collocations [| Look at the groups of words. Cross out the noun that doesn’t go with the verb in each group. launch: a satellite, a rocket, a budget, a new product set up: a satellite, a company, a joint venture, an organisation raise: money, capital, the price, a rocket make money, a profit, an investment, a cost take: an elevator, a risk, an investment, a decision 1] Now match these meanings with an appropriate verb and noun from exercise 1. To put a satellite into orbit. launch a satellite To borrow money to finance a new venture. To do something that is dangerous and could have bad results. To put something new on the market for people to buy. ‘To make an agreement with another company to work together on a business activi To put money into a business activi later. in the hope of making a profitVenture capital 1) You will hear an interview with Christoph Wiesenthal, a partner in the venture capital firm Copernica. ‘The firm lends money to companies to help them develop products using new technology. Before you listen, discuss the questions below with a partner. What do you think his answers will be? When you consider new projects or new ideas, what do you look for? a product that will bring a return on investment in a short time a product that will have a large market How long do you usually have to wait to get a return on investment? 2 13 years 5-8 years 12-45 years What percentage of investments won't make any return? 90 per cent 50 per cent 10 per cent I Now listen to the interview and compare your answers to Christoph Wiesenthal’s. Listen again and decide if the statements are true or false. Copernica invests most ofits capital in Information Technology. Christoph Wiesenthal says it is more risky to invest in older companies than in start-ups. Top scientists do not usually have a good understanding of business. Does Christoph Wiesenthal say anything that surprises you? Would you like to be a venture capitalist? Why? / Why not? Unit 6m 5354m Unit 6 anguage chec! Modals of possibility Look at the examples and complete the rules below. Michael Laine hopes that he wil Things will not be easy. - Laine thinks the construction will cost between $7 and $10 billion. Nine out of ten ventures won't make any return. In future, you may be able to take an elevator to space. The elevator could deliver one million kilos of material per year. Some people might be interested in the new product - but not many. They may not finish the construction on time. complete a space elevator by 2018. ‘We use will/may to make predictions that we feel certain about. We usually use will/may after think, hope and expect. We use the modal verbs and make predictions that we are uncertain about and to express poss! The contraction he'll is the same as ‘The contraction won't is the same as {0 Make predictions. Use the positive or negative forms of will, may, might or could. In 2020, most people work from home. (certain) Most meetings take place via video. (uncertain) ‘That means there is much less traffic on the road. (certain) Electric cars are common, (uncertain) People have more free time. (uncertain) You carry your medical details on a chip under your skin. (certain) ‘There isn’t enough oil to meet world demand. (uncertain) ©) Complete the text. Use will, may, might or could. Ted Foster hopes that he be the first person to provide a private shuttle service to the moon. He's currently working on the designs and expects that the first model * be ready to fly by 2020. He has already raised $50 million, so building a prototype * (not) be a problem. But he can’t be sure of raising enough money to complete the project: that be much more difficult. Ted thinks the price of a ticket * be around $150,000 per trip. However, the price ‘ be as much as $250,000 per trip. At this price, it seems that there’ (not) be much demand for the service. Investors are worried that they * (not) see a big return on their investment. 1) Discuss the predictions in Practice 1. Do you agree with them? Change them so that they say what you think. | What major events do you think will happen in your country or region in the next year? What changes do you hope or expect to see . in the near future? ... in five years’ time? ... in the long term?Making predictions f People in business often have to make predictions about the future: for example, to say if they think a product or idea will be successful or not. The following phrases are useful for predicting the future. Mark each phrase certain (7), probable (/2), possible (?2) or impossible (x?). It's possible that ... I don't think it wil. Lexpect it will Im sure it will I think it’s untikely. It will probably This will definitely... It may / It might / It could ... {1 A company wants to develop a new hi-tech product for the home: the Intelligent Garbage Can. It sorts your garbage, crushes it and removes the smell. Listen to four people making predictions about it. Complete column A of the table. A Prediction B Phrase = John Jemima Jim Jo [Now listen again. Which of the above phrases do they use? Complete column B. Which of the following products do you think you will use in the future? Make predictions using phrases from the list above. 1M probably have a fridge that orders food from the supermarket: Intelligent fridge: A fridge that will order food from the supermarket. Roboservant: A robot that will do all the housework. SafeCar: A car that doesn’t need a driver. Wristwatch computer: A computer that you wear on your arm. Past or future? Is the future more important than the past? If someone asks you what is best about your company or your country, do you talk mainly about past success, or more about future developments? Some cultures believe that past (ory is important because it makes us what we are today. Other cultures believe that it is better to forget the past and look forward to the future. Unit 6 m55Dilemma: Risky ventures Brief You represent a firm of venture capitalists. You have funds to invest in an exciting new venture in a technological field. Your main interest is to see a good return on your investment with a minimum of risk. You are going to consider three ventures, which require about $500,000 each as start-up capital: * Celf Cure: a biotech solution for curing diseases * Space Travel Inc.: a new spacecraft for sending tourists into space + Fingertip: using fingerprints instead of keys to open doors Task 1 Work in three groups, A, B and C, Each group will find out about one venture and present the details to the others. Group A turn to page 138. Group B turn to page 142. Group C turn to page 145. Task 2 Organise your notes and prepare to present the idea to the rest of the class. Useful phrases The idea is... This is how it will work The company wants to We think it will... It has good potential because ... Task 3 Present your project idea to the rest of the class and listen to the other ideas. Task 4 Work in different groups. Imagine you are venture capitalists and discuss Write it up Write a short memo to colleagues in your company saying that you want to invest in this venture and explain why you think it will be a success. 56m Unit 6 Decision: Listen to the venture capitalist, Christoph Wiesenthal, explaining which venture he thinks has the best potential.Language check Complete the text with the correct form of the adjectives in brackets. The hotel industry is changing, The latest trend is for (small) » €stylish) hotels with no more than 100 rooms. These hotels are investing in (attractive) designs, (‘comfortable) furniture, and more personal service than the (‘big) hotels. Some, targeting business customers, are offering (‘good) value for money and more up-to-date technology. Among the new hotels starting up in London, the one with the (low) prices is the Orion, advertised at £59 per night. At the luxury end of the market, the (expensive) is the Seven Stars Hotel with rooms priced at £195 per night. But with no swimming pools or large function rooms to maintain, these small hotels can expect to be ( profitable) without charging (*high) ifian average prices. Complete the text with the past simple form, of the verbs in brackets. Vittorio Merloni ( found) Merloni Elettrodomestici in 1975. The company (‘take) just 25 years to become Europe's third biggest maker of fridges, cookers and washing machines. It (not start) asa company; it was a small white-goods firm which later (‘buy) the Ariston brand, Mr Merloni (‘develop) the firm by buying up his competitors and expanding his markets to other countries. He also (‘invest) alot in research and development, and he was one of the first to use electronics in fridges and washing machines. The business (grow) and its sales (increase) reaching €25 billion in 2002. Choose the correct word in italics to complete the sentences. It’s dangerous to drive when you are very tired. You could /-will have an accident. People might travel to Mars one day, but it could / won't be tomorrow. We may not / couldn't have enough time to finish the work today. If you're looking for a smart dress, go to Macey's. You might / will find what you want. I'm sorry, but I won't / may not be able to ‘meet you in Paris tomorrow. I'll be in London. agouriation Read the text and choose the correct form of the words in italics, When Kodak ‘launch / launched the Brownie in 1900, photography *become / became a popular hobby. With the Brownie, you "didn’t have / hadn't to be an expert to take photos. One hundred years later, the industry ‘taken / took another big step forward with the introduction of digital photography. Even the ‘most cheap / cheapest digital cameras are easy to use and produce good images. So now, everyone wants one. In 2004, digital cameras ‘sell / sold more than film cameras for the first time. Analysts expect that the market for digital cameras "will / is able to double in the next year to £85 million, But an even *greater / greatest change in the photographic industry is now taking place: mobile phones equipped with cameras are also becoming popular. In 2004, sales of camera phones *reach / reached 190 million. This is more "than / as the sales of digital cameras and film cameras together. Some analysts think that sales of camera phones "are able to / could reach 500 million a year in the next year or two, At present, camera phones are not as high in quality "than / tal cameras. But people carry their phones with them all the time, and a poor picture is better / more good than no picture. But "could / did the technology of camera phones improve so that they start to compete with digital cameras for quality? Analysts think this is unlikely. But the quality “is / will probably be good enough for most people.Vocabulary check Choose the correct option (a-c) to complete the text. Pro-Chic was a company with a customer base of about 250. Its founder, Biruta Zilinskiene, was a* fashion designer with a lot of good ideas. She specialised in smart, practical clothes that could * to business women. Her customers were too busy to go shopping, so Biruta visited them in their office or home. It was a clever plan and Pro-Chic started to make a good * . The company had a brand with a good , but it needed more ‘ to reach a wider market. Biruta wanted {he company to grow, and for that she needed to her designs in magazines. To begin ‘with, Biruta used her own money to ‘ the venture. But to run a big advertising” She needed a lot more * So she went to a group of venture " {o try to raise more money. The group liked her ideas and saw that the business had a lot of * - Biruta was able to” the money she needed. 9 setup starting startup talented targeted weak appeal target feature demand competition © profit image fame inion publication) public publicity represent produce promote finance raise rocket commerce) contract campaign findings funding founders capitalists elevators enthusiasts future potential lend finance Career skills ‘Match the sentence halves. This easy to use DVD rack... «is suitable for You can use it for very stylish. space for 100 DVDs. It looks strong, light metal. Its got busy people. It’s made of storing all your favourite films. ms8 Choose an appropriate expression to introduce each part of the story. Then,..._ To begin with,... So what did he do? And now... For the next two years,... After .»- David worked in the clothing industry for a company called Weavers Ltd. .~ the company lost money and went bankrupt. Some of the managers decided to start their own business, «David worked for the new company. He saw that you could make a lot of money running your own business. ... He set up his own business selling discount clothing. «++ Six years of growth, the company had 25 stores. .~- David's company makes £10 million a year and employs over 2,000 people. aking prediction Complete each person’s prediction with the most appropriate phrase. Vil probably... I definitely won't... I think its unlikely that Pl. Is possible that... Tm sure Ill... Hector is certain hell be a successful entrepreneur.‘ make a lot of money? Melanie thinks she might move to a new town. stay in the same place’ ‘Simone expects to work with her father and brother. * work in the family business Georg thinks he may work abroad.‘ Tl get a job in another country? Karin is sure she will be successful in her exams. * fail!Unit 7 Location yD Soc" wid a yD SAN zane) = re SAE UY tT UN Uy UY van Keynotes Tre location of a business can be an portant factor for its growth. If a ‘company wants to set up an office in a ‘21 location ~ to be near regional kets, for example - it needs to be e that the region has good astructure and a stable economy. sme governments offer low taxes to act companies to set up in ieloping regions. After deciding on =e region or city for the new office, 2 company then has to find a good “Site for its premises. iA good location Which location is best for each of the business activities 1-5? Choose from the list a-e. bank atan airport big supermarket near the sea petrol station ina town centre duty-free shop out of town shipbuilding beside a motorway What facilities does a region need to develop as both a tourist resort and a business centre? Put the following words in the correct group. airport apartment blocks beaches road links _ shopping villas theme park port hotel ‘Accommodation Infrastructure Attractions What else can you add to the lists? Read the article on the opposite page and decide which of these statements is true. The future of Dubai depends on oil Dubai doesn’t have much potential for development. Dubai has a future as a tourist destination and business centre. Read the article again and answer the questions. What are they building on the large man-made islands off the coast of Dubai? How long will Dubai’s oil production continue? What attractions does the city-state have for tourists? What is the population of Dubai? What percentage of the people are originally from the city-state? What kinds of companies are setting up business in Dubai? "J Which of the following is complete (C), under construction (U) or planned for the future (P), at the time of writing the article? Dubailand Media City Knowledge Village Burj Dubai Would you like to live in Dubai? Why? / Why not? 60 m Unit 7Dubai Arabia’s field of dreams ‘One of the world’s most successful business ventures is a small cit Hong Kong. ‘TROPICAL sun sets behind the palm trees and white sand of Jumeirah beach, Here, machines are building hhouses on one of the world’s largest man-made islands, designed in the shape of a palm tree (pictured). England's soccer stars, led by David Beckham, were ‘among the early buyers when the 2000 villas sold out in a week. Dubai expects its oil reserves to run cout in about ten years. But the citystate is using its oil income to invest in a different sort of future, replacing oil swith people. Today Dubai has 272 hotels with 30,000 rooms and almost 5 million foreign visitors a year. In the desert, Dubailand is being builta si9billion theme park twice the size of Disneyworld in Florida. The city-state has built huge taxfree shopping malls and launched sporting events, such as the Desert Classic golf toumament and the Dubai World Cup horse race, and so it has become 2 holiday destination, offering attractions such as desert safaris and dhow cruises. Dubai is open to foreigners. Of its 15 million people, over 80 per cent are expatriates. Dubai’s easy-going style has, made it a positive place to live and work, In Dubai’ free-trade zones, no local partner is required. These zones are attracting the service sector, by setting up developments for multi-national companies specialising in similar activites. For example, Intemet City houses regional offices of Microsoft, Siemens and IBM, among others. Media Glossary dhow cruise pleasure trip on an expatriate someone who lives outside their own country skyscraper very tall, modern city building aaa ES ee state that learned lessons from Singapore and City is home to the regional offices of several TV stations. There are plans for a Knowledge Village, which may attract foreign colleges. Dubai intends to establish itself as the leading capital market for its region. “The Dubai International Finance Centre is now taking shape, and the worlds leading investment banks are already waiting to move in. The new city of skyscrapers includes Bur) Dubai, an ‘office block that will be the tallest building in the world when completed in a few years. Giorgio Armani is going to open a hotel on its top floors. If it succeeds, Dubai will not only be a tourist resort but an important business centre. m Unit 7 m6jocabulary 2. Collocations | Match the definitions 1-6 with a phrase combining a word from ‘and a word from B. B ‘The companies in an economy that capital bank don’t manufacture anything, but provide services such as banking, investment company z et oe insurance and tourism. multinational mai . cecal 2 company’s local office in a different pale amare country or city from their main office. shopping office 7 A place where people and businesses regional sector can deal in stocks and shares, raise finance and make investments. A financial institution that specialises in buying stocks and shares, and also gives financial advice to businesses. 5 A large area, often inside a huge building, where there are lots of shops. 6 A large corporation with activities in many different countries. ) Use a collocation from exercise 1 to complete the sentences. Shell is an example of a(n) 3 2 Hotels, restaurants and travel agents belong to the 3 Christian Hansen works as a share dealer for ABM Amros, a(n) Fred Pierce is going to work abroad for two years at his company's I'm going to the __ to buy some clothes for my trip. ‘Many wealthy people invest their money in the jocabulary 3 Multi-part verbs Choose the correct words in italics. The sun set / set up at 6:30 yesterday. Ym planning to set / set up a new business, selling holidays abroad, If you run / run out of money, you may have to ask the bank for a loan. Many people leave their jobs to run / run out their own business. We sold / sold out 50 tickets for the dhow cruise tomorrow night. I wanted a ticket for the cruise, but they were sold / sold out. ‘The market for luxury cruises is growing / growing up. Tom's children are growing / growing up. They are now 12 and 1 years old. It took 20 years to build / build up the business to a chain of supermarkets. It took six months to build / build up the new block for our regional offices. 62m Unit 7What factors are important when setting up a regional office in a foreign country? Discuss the list below with a partner. An office abroad Now listen to Declan Murphy, who advises businesses on intemational expansion. Which of these topics does he mention? economy access to regional markets inflation cost of renting office space unemployment labour costs currency taxation prospects for growth attitudes to foreign business infrastructure Collocations Match the words with a topic from the list above to make a positive factor. You can use some words more than once. a strong economy low high strong weak stable easy positive good. Future plans and intentions Study the examples and complete the rules below with the correct future form. Giorgio Armani is going to open a hotel in the Burj Dubai. Many of the big investment banks are going to set up their offices in Dubai’s financial centre. A new train service to the city centre is starting next month We're meeting with the export manager at 3pm tomorrow. Thanks for your report ~ Pll read it this afternoon. We'll try to leave early so we can be sure to get to the airport on time. the present continuous (be) going to + infinitive will /won't We use to talk about intentions when we make the decision now to do something in the future. We use ____ to talk about intentions when the decision was already made before. We use __ to talk about arrangements for things to happen at a fixed time in the future. Unit 7m 6364m Unit 7 1M Complete the sentences with the appropriate form of the verbs in brackets. We want to build up our US sales, so we (set up) a regional office in Chicago. (intention, decision made) I (travel) ___ to Chicago tomorrow on the 815 flight. (fixed arrangement) I(look at)____ some office premises that we might rent. (intention, decision made) How (you, travel) _ round Chicago? (intention) (two possible answers) Harry Schwarz (meet) ___ me at the airport with his car. (fixed arrangement) We don’t know which is the best location. I (collect) as much information as I can. (intention, decision made) 1 (present) all the options after my trip. (intention, decision now) 1) Complete the dialogue with the appropriate form of the verbs in brackets. More than one answer is possible in some cases. Can you come to a meeting tomorrow at 102 We (discuss) the plans for exporting the new model and we'd like to have your ideas. Tm afraid I can't. I (leave) ___ for France this evening, (attend) the Paris sales conference. ‘When (‘you, come back) ___? Not till next week. I (stay) _____ there over the weekend. Well, I'm sure you'll have a wonderful time. I (‘tell) the others that you can’t come. Work with a partner. You both work in Singapore. Next Monday, some colleagues from Head Office are arriving. Discuss the plan below and decide who will do what. What time are they arriving? Who's going to pick them up? I'l pick them up. Plan Monday 20th: Colleagues arrive at the airport, 17:30 Pick them up and take them to Palace Hotel Have dinner at hotel in evening Tuesday 21st: 8:00 Meeting with sales team at the office 10330-1330 Meetings with customers Lunch 1330 Afternoon: Free time to visit Singapore Evening: Dinner with customer at Orchid Restaurant Wednesday 22nd: _11:00-1230 Meeting with customer Lunch 1230 Afternoon: Short meeting on future plans Taxi to airport at 15:00 Write an email to your colleagues at Head Office. Explain the plan and tell them who is going to pick them up.Speakin Making an appointment a People in business often telephone to make appointments with colleagues or business partners. The following expressions are useful, Suggestions Responses Td like to arrange an appointment. ‘Are you free next week? What about Tuesday? Can we meet on Wednesday? Let's say 10 o'clock? Yes, that’s fine. I'm afraid I'm busy on Tuesday. Tcan’t make Tuesday, I'm afraid. Wednesday is good for me. Till see you at 10 o'clock then. Put the dialogue in the correct order. ‘Can we meet on Friday then? Ym afraid 1 can’t make Thursday. QO 1] Can we meet next week to talk about the trip to Panama? Yes, that’s fine. See you on Friday afternoon at 3. Good idea. What about Thursday morning? Well ~ I'm busy on Friday morning, but I'm free in the afternoon, Friday afternoon is good for me. Let’s say 3 o'clock? Work with a partner. Prepare a plan for a trip. Complete the diary page bel with the arrival and departure times. Individually, write two appointments in the diary page. Then try to arrange a third appointment with each other. To plan or not to plan? ‘When you go on a trip or start a project, do you plan each step in advance from start to finish? Or do you wait, see what happens and make decisions later? In some cultures, people want to have a clear picture of what they are going to do, They like to make detailed plans to show how they will reach their goals. In other cultures, people prefer to react to things as they happen. This means that there is more uncertainty, but also more flexibility. Monday morning ‘afternoon evening 2a Tuesday — morning afternoon, evening Wednesday moming sfternoon evening Thursday morning sternoon evening Friday ‘morning afternoon evening Unit 7m 65Dilemma: A new location Decision: Brief Whiterose is a group of hotels, restaurants and leisure companies which Now listen to Charles operates mainly in the UK. It is planning to expand its international Jerome who owns a operations but the head office in London is no longer big enough so the commercial property company is planning to relocate the Hotel Division. agency and gives advice to businesses that are You belong to a team that is responsible for identifying a new location relocating their offices. for this division, which has 1,000 employees. You are looking for a town He is going to explain where it will be easier to find a spacious office building at a lower cost haldanieton that Witheioxs than in London. You are considering three possible towns ~ Luton, took ‘Swindon and Exeter. Task 1 Decide which factors below are most important for the Whiterose Hotel Division. Can you think of any other factors? suitable commercial premises available dynamic business environment other companies in the same business sector in the area good road and rail communications attractive place close to London Task 2 Work in three groups, A, B and C. Read about one of the three towns. Group A, turn to page 138. Group B, turn to page 142, Group C, turn to page 145. Task 3 Tell the other groups about the town you researched. Task 4 Hold a meeting to decide which town offers the best location for the new offices of the Hotel Division. Write it up Write a memo to the staff of the Hotel Division. Begin as follows: To the staff of the Hotel Division As you already know, the Whiterose Head Office can no longer provide enough space for all our employees. We are therefore planning to relocate the staff of the Hotel Division to new offices in We believe that this will be an excellent location for you becau: 66 MUnit 7The online job market PAGE 69 The imperative PAGE 72 Career skills: Explaining what to do PAGE 73 wivwslongman-elt.com wwwweeconomist.com Dilemma: For love or money? PAGE 74 ee eRe My ase jobs to people with the right qualifications a ee ae ee GaSe Creu some. G Gene ees “ai CARS era na daa Ret ae eae a ent and hiring employees, and alsoymanages BC Sa eePreview Starting a career What ways do you know of finding a job? Work with a partner and make a list. Look at newspaper advertisements. | Vocabulary 1 Match the words and phrases 1-3 with the definitions a-c. apprenticeship Students often take a temporary job during their studies - for litle or no pay - because they want to get experience. work placement b_ Big companies accept a number of newly qualified people to work for one year. They get general experience by working in different departments. ‘They may or may not get a permanent jab at the end. graduate trainee scheme © Ayoung person learns a skill or trade by working under supervision in a company. They have a contract to work there for a fixed number of years. speaking How do people usually start their careers in your country? stening [| Listen to Michael Kohl and Sanjay Patel describing how they got started in their careers and answer the questions. ‘What reason does Michael give for choosing the company where he works? How did Sanjay find a work placement? ©] listen to Michael again and answer the questions. What is Michae!’s job now? How many applicants did VW accept on the apprenticeship scheme? Michael got a qualification in what subject? Listen to Sanjay again and answer the questions. What subject did Sanjay study? 2 When did Sanjay do his work placement at Meri Whaat is his job now? Reading 1 [fl] Read the article on the opposite page and find information about the following. the Monster.com name the image of Monster.com ‘Monster.com's biggest contribution to the recruitment industry headhunting firms 68m Unit 8Dy Read the text again and answer the questions. | Does Monster.com make a profit? 2 What two advantages does Monster.com offer to job-seekers? Find two advantages for employers of using the Monster.com site. Which two kinds of business are losing money because of Monster.com's success? What advice does the article give to people who want to use the site to find a job? Glossary ad advertisement resumé (American English) summary of your education and previous jobs, which you use when you are looking for a job British English: CV (Curriculum Vitae) filter software that selects the job- seeker’s details to match the employer's requirements headhunting persuading someone to leave their job and go to work for another Face value constercom, the world’s biggest online job-search site, shows how electronic marketplaces teach_more people and can offer more efficiency than physical markets, It also shows that_ money can be made in such markets: Monster has a long record of profitability. Jeff Taylor, who launched the site in 1994, says that the Monstercom name is the firm’s “single most important success factor’. It introduces an image of youthful fun in what is basically a boring business. Supporting the brand is «@ big advertising budget which accounts for a quarter of the firm's costs. He runs ‘expensive ads during key sporting events such a the Super Bovl. The online job market How Jeff Taylor changed the way the labour market works Jobseekers supply resumés and employers pay to scan them or to post job ads. Most of the services that jobseekers get are free, but they have to pay for a service that allows them to contact each other for advice and career ‘management. They can use this service to ask each other questions about, say, what it is like to work for a firm that they are thinking of joining. The main contribution of Monster has been to speed up hiring and vast) increase the accuracy of the job-sear process. “You can post a job at 2pm and get your first response at 2:01," Mr Taylor says proudly. And an employer who knows exactly what he wants can use Monsters filters to search vast company in a similar position numbers of resumés with precise accuracy. Monster is a serious threat to newspapers, which historically made 40% of their revenues from carrying ads, up to half of which were for staf Headhunting firms have also lost business, because demand for their help in filling lower-level jobs has fallen. ‘The online job market works well for workers and employers who know what they want. It works badly for people who are unsure. Check that your resumé says clearly what kind of job you want. The filters will then make sure that it reaches the right human resource departments. i ing Would you use an online job-search site like Monster to look for a job? Why? / Why not? Unit 8 69abulary 1 Employer posts a job ona website or in a newspaper 6 The employer the job to the best candidate 7 The candidate or declines the offer 70m Unit 8 Activities Who does each of the following activities? Write E for employer and J for job-seeker. search job ads post a job ad hire scan resumés supply resumés fill jobs recruit staff use career management service join a firm The application process Complete the diagram with the following words. accepts attend apply _advertisement candidates invites offers 2 dob-seekers 3. The employer selects for the post suitable 5 Candidates __ 4 The employer __ their interview the selected candidates for interview Finding a job Complete the text with the following words and phrases. accept applications _ interview jobads recruit selected resumé offered Esther Garcia graduated from university with a degree in telecommunications. But finding her first job was very hard. She searched all the'____in the newspapers and on the internet. She made lots of* to different companies. She also sent her toll the big telecommunications companies. But most companies didn't even invite her for ____. It seemed that they only wanted to” people with job experience. After several months, a finance company in Madrid « Esther a place on a three-month graduate trainee scheme. At the end of the three months, Esther was the only person out of the ten trainees to be’ for a permanent job. OF course, Esther was very happy to *Bock Refresh Home Reading 2 [fl] Read the ad from the Monster.com site. Would this job be good for someone who ... ! . wants to live in New York? 2... wants a parttime job? 3... is looking for their first job? 4 5 «has experience in office administration but not in Human Resources? . doesn't have any specific Human Resources qualification? 6 sw has a university qualification? wos woogtens Human Resources'Recruting Job Description ‘As a Human Resources Assistant you will be responsible for a wide range of duties, primarily recruiting. Key responsibilities include developing recruiting advertisements, scheduling interviews, checking references ‘and working with employment agencies. Other responsibilities include entering data into our applicant tracking system and working with employee records. Ideal candidates will have: + at least 2 years’ experience providing administrative support within an office environment. + proficiency with Microsoft applications. + excellent communication skills. | + an undergraduate degree. | We are a leader in the financial services industry. Our staff are among the brightest and most dynamic _ professionals in their fields. | We offer competitive compensation plus an excellent benefits package. © Find a word or phrase in the ad which means: ‘most suitable applicants a minimum of a high level of ability or skill ability to express yourself clearly and understand the needs of others salary something you get in addition to salary (eg. health insurance, pension scheme) Speaking What would be interesting or not interesting about this job, in your Unit 8m 71The imperative Match the examples of the imperative 1-5 with the uses a-e. Check that your resumé is clear. Pass me that book, please. Don’t touch! Let’s take a break. If you aren't sure, ask for help. a polite instruction an instruction not to do something a conditional instruction advice an informal suggestion 1) Complete the sentences with Let’s, Don’t or Please. This equipment is very expensive. be careful with itt Idon’t want anyone to know about my new job yet.__ tell anyone. It’s one o'clock. __ go for lunch. It’s good to try different kinds of work. be afraid to change jobs. It’s a good job and we're offering you a very good salary. think about it. We don’t have time to discuss this question now. ____ leave it till tomorrow. turn off all the lights when you leave the office. (©) Complete the instructions with the correct form of the verbs in brackets. If the machine breaks down, (phone) the maintenance department. If you (not understand) a word, look it up in a dictionary. Please (tell) ____ your head of department if you want to attend the seminar. Please (not enter) __ the room if the red light is showing. If you can’t find the room, (ask) at reception. Ifyou (be) __ tired, let’s take a break. Work with a partner. Choose one of the following situations and prepare six ‘dos and don'ts’ to help someone. Report your list to the rest of the class. Finding the right university or college Search the internet . Finding the right course or training programme Choosing a good company to work for RmUnit 8ulture at _ Explaining what to do _ When you start a new job, your new colleagues may have to explain a lot of things to you in the first few weeks. When you have more experience, you may need to give explanations to other new staff. The following phrases are useful for explaining how to do something. Which ones express important _ instructions and which are just suggestions? 1 Make sure that ... 4 Don't forget ta... 2 It's important / essential that ... 5 It's a good idea ta . 3° Remember to... 6 It may be better / best ta... Preparing a CV {f)) Listen to Barry Hampton, a careers adviser, explaining how to prepare a CV for a UK job. Which of the following points does he advise? Tick the points that are correct, and change the points that are not correct. Write more than two pages. Start with details of previous jobs. Leave out your date of birth. Don't say anything about hobbies and terests. V Give the contact details of two references at the end. ©) Listen again. Which of the above phrases does he use? [fll Practise giving advice for preparing a CV for a UK job. Use the list in Listening above, including your corrections, and choose phrases from above to introduce each point. ©] Work with a partner. Practise explaining one of the following to a British person. Where to look for a job in your country. How to prepare a CV for a job in your country. What to wear for an interview. Fixed procedures or flexibility? When you ate part of an organisation or a team, do you think it is best to have a fixed way of doing things that is made clear to everyone? Or is it better to be flexible? In some cultures, people like to have specific rules and procedures to follow. In other cultures, people prefer to have flexible ways of working, They prefer to deal with each situation separately in the way they think is best.Dile: I Dilemma: For love or money? Decisio Brief Kate Gray is in a happy position: she has two job offers. The problem is Listen to Barbara Kingsland, to choose the job that will suit her best. Kate is a new graduate in a careers adviser, explaining geography and wants to work in the travel industry. She would like a job what advice she would give that includes travelling and working with people. Two different travel Kate ter listen to Rate companies are offering her a position. She has the chance to work in the marketing department of Wide World Tours, a big company with 3,000 employees and regional offices around the world. Or she could work for 2 Travel, a small company which has only 19 employees and specialises in tours to Australia. You work for a career advisory service. Kate asks you to help her make the correct choice. saying what decision she made and what happened. Task 1 Work in three groups. Find out more information about Kate's situation. Research the job with Wide World Tours. Turn to page 138. »: Research the job with Oz Travel. Turn to page 142. Find out more about Kate’s personality and preferences, Turn to page 145. Task 2 Form new groups: Your group should include at least one person from A, Band C above. Make a list of the advantages and disadvantages of, each job offer. Then match the advantages of each job with Kate's preferences, personality and ambitions. Decide which job will suit her best. Think about these topics: Role and responsibilities ‘The company Pay: Career prospects Write it up Write an informal letter to Kate. Give her some advice based on your discussion in Task 2. Useful phrases It’s a good idea to I's important to ... It may be better / best to ... 74m Unit 8Marketing to students — PAGE 77 , Modals of obligation PAGE 79 Career skills: Making suggestions PAGE 81 . ——— wineconomisticom Dilemma: Guerrilla marketing PAGE 82 Hard to reach eynotes Sry manufacturers sell their products through retailers, but they may also sell direct to the consumer by ephone or on the internet, or they may employ sales representatives. A lot of companies sell products services business to business, or B2B. Product information is created in the form of flyers or “Stalogues and some companies send this information to large numbers of potential customers through post. This method of selling is called direct mail. Marketers are always looking for ways to promote ~ ir products to new kinds of customer. : ee76m Unit 9 Preview Listening 1 © Reading Promoting the product Companies use a number of different methods to promote and sell their products or services. Study the notes and discuss in pairs how to complete them. | Advertising media. TV, 2 Personal selling: employing 3 Sales promotions: special offers, 4 Public relations: eveating —— § Direct marketing: direct mail, © Sponsorship: where a company pays to have its name linked to an ora —————— Now listen to Mario Capelli, a marketing consultant, describing different methods of promotion. Complete the notes above. [fll Read the article on the opposite page and answer the questions. How much money do UK students spend in a year in total? Find two reasons why it is difficult to sell products to students. How does The Guardian help students? What are ‘energy teams’? Why is it important to use students and not company sales reps to sell products? How can marketers learn more about student life? (Dl Match the companies 1-4 with the promotion method they use ae, as described in the article. One company uses two methods. Carling 2. offers discounts on products The Guardian b_ employs students to sell on campus Red Bull © asks students to help plan special events Virgin D3 organises music events in public places © offers help with education and careersMARKETING TO STUDENTS The student market in the UK is estimated to be worth £13 billion of spending power in a year. It is a market no company should ignore. Marketers are desperate to get students” attention before they tum into high-earning ‘graduates. But students are hard to reach and cynical. How can brands target them? ‘Youth market trends analyst Sean Pillot de Chenecey advises companies who hope to market to students. He says there is no single strategy. Students organise their life on their mobile phones, respect brands that are ethical, but worry more about how they're going to pay off their debt than world peace. To get students” attention, marketers must offer them something that adds to their lives. It isn’t enough to simply sponsor @ music tour: they have to make the event happen. For example, Carling (a beer manufacturer) introduced live music on the Tube. Offering students help with their education and careers is an effective marketing method. The Guardian newspaper runs careers fairs and offers discounts on its products, such as Guardian Stent, a 32-page newspaper. Red Bull, a successful energy drinks brand, uses ‘what it calls ‘energy teams” ‘on university campuses. The company recruits teams of students and gives them a Red Bull car, which has a fridge. The students offer samples and give information about the product benefits. ‘They do this on campus at sporting events and at times of the year when students might need an energy boost. ‘It's extremely important that its a student doing this and not a company sales rep,” says the company’s consumer manager ‘who runs the scheme, ‘You need to have an approach that doesn’t look like a sales pitch. Having an insider on campus can help marketers understand student life. Youth marketing agency, Virgin D3, has a database of students who act as ‘field staff”. They ask them for help when planning an event at their university Perhaps, by getting ideas from the students themselves, companies can find ways to reach this difficult market. Glossary gynical not believing that people are sincere or honest the Tube London's underground train system (informal) sales rep_ sales representative (informal) sales pitch selling something by saying how good i insider someone who is part of an organisation and so has special knowledge of it [fl] ‘Students have a strong sense of social responsibility and ethical branding. They want companies to behave well.’ What do you think of this description of UK students? Could you describe students in your country in the same way? [Pl What ethical reasons could people have for not buying from a particular company? Are there any companies whose products or services you would never buy? Unit 9 m7locabulai Complete the sentences with these words and phrases from the article. boost debt discount estimate _high-earning method pay off spending power__—_worth ‘The market for new cars is _______ about €200 million a year. We —______ that our share of the market will be 28 per cent. We are targeting _______ consumers with salaries above €100,000 a year, who have enormous : Many of our customers have a _______ of €5,000 or more. It will take them several years to _______ these loans. ‘We have a special offer this month: a 5 per cent _______ on all software products. 2 Weare trying a new ____ of selling: sending special offers by text message. ‘The company hopes that its new strategy will give sales a ocabulary 2. Word building 1) Complete the table. Noun Person Verb a 2 sponsor consumption an 4 marketing 5 == 7 8 organise analysis 9 10 <1) agent no verb © Change the form of the words in italics in the text. Mcroiecceeaut ‘With an exciting new machine, you can now make the perfect espresso coffee at home. Nestlé Nespresso, part of the Nestlé Group. has combined ‘an excellent product design with clever ‘morket to completely change coffee “consume at home. A recent "analyse of the espresso market. carried out by the market research ‘agent Adpro, shows that the potential for sales of ‘Nespresso machines is huge. For example. 70 per cent of the French "consumer espresso, but only 10 per cent have a machine at home. Nespresso sells coffee capsules for its machines through the Nespresso Club, which allows ‘consumption to order online, The company is a "sponsorship of the sailing team, Alinghi. in its campaign to win the Americas Cup. This *sponsor deal is a perfect match between two dynamic world teams. 78 Unit 9It's the rule ‘This is strong advice Advice or recommendation Iris necessary A product launch [M] How can companies attract attention when they launch a new product? © Toshiba Network Products (TNP) sells components to cable TV and intemet companies. Listen to their communications manager, Michio Yano, explaining how they launched a wireless modem in the US. Choose the best option to complete each sentence. TWP launched the modem « at a trade fair b with a big party c at a customer's offices. They contacted customers » by mail b by email c by email and phone. They sent a total of # two ! three « four mailings. At the launch, customers could watch demonstrations of the product on TV and » have fun !> eat lunch ¢ read product brochures. ‘The number of people who attended was 2 250 bb $00 « 600. Was the TNP launch successful? Why? / Why not? What are the advantages and disadvantages of using email to contact customers? Modals of obligation Study the examples and complete the table with the words in bold. Companies have to follow certain rules when advertising their products. For example, they mustn’t give false information in their advertisements Marketers must offer students something that adds to their lives. You need to have an approach that doesn’t look like a sales pitch. Marketers shouldn't ignore the student market. You should find out what appeals to your target market. You don’t have to have sales experience to join a team. You don’t need to send sales reps to student event or It isn’t allowed $ Strong advice not to Advice or recommendation not to It isn’t necessary or? ‘must or have to? We usually use must when we make the rule ourselves, and have to when it is a general rule. So must and mustn't can seem impolite. Use have to or shouldn’t when talking to people you don’t know well, Unit 9879[As a special promotion, Camera Eye, a photographic magazine, is running a competition to win a digital camera. Complete the rules using must, must not, don’t have to, need to, don’t need to. * Employees of Camera Eye enter the competition. isn't allowed) * Allenteies arrive by December 3ist. t's the rule) > You__be a regular subscriber to Camera Eye. (itisn't necessary) You enclose a self-addressed envelope with your entry. (it is necessary) *x You___ enter more than three photos. (it isn’t allowed) You ___send all your entries at tho same time. (itisn't necessary) You___ write your name and address on the back of each photo. (it's the rule) You___ accept the decision of the judges as final (it's the rule) Dy Rewrite a sales trainer’s advice to shop assistants on a training course using must, mustn’t, should, shouldnt. It’s important not to talk too much: many customers don’t like it. You mustn't talk too much, It’s essential to know as much as possible about the products. Don't be afraid to start a conversation with the customer. It's better not to start with a sales pitch straightaway. Trecommend that you ask a few questions to find out your customer's needs. Make the customer feel comfortable and important. Its a good idea to suggest different products that the customer could be interested in. I strongly advise you to stress the benefits of the product, not the features. It’s important not to spend too long with one customer when others are waiting How important are the qualities below for a sales representative? Which ones are essential, which are quite important and which are not necessary? Discuss them with a partner using must, have to, should, shouldn't, doesn’t have to. enthusia: good communication skills outgoing C1 punctual fashionable creative relaxed expert energetic 80 m Unit 9Making suggestions When you are part of a team, for example a sales team, it is important to contribute ideas. The team may hold meetings where you have the chance to make suggestions. Study the expressions below for making suggestions and tesponding. Which responses mean yes and which mean no? 1 How obout / What about + -ing? 2 That's 0 good idea. 2 Why not... ? b I'm not sure about that. 3. I think we should ... ¢ That could be difficult. 4 Weneed to... d Tlike that? 5 Perhops we could ... ? e Brilliont! Cookwell has a chain of stores selling top quality kitchen equipment. The sales department decides to offer cooking classes as a way to increase business. Listen to members of the sales team suggesting ways to promote the cooking classes. Does each suggestion receive a positive or negative response? Mark the suggestions with a tick (/) or a cross (X). Suggestion v/X Suggestion _ Response phrase (1-5) _ phrase (a-e) 1 Put up posters. 2 Hand out leaflets to customers. 3 Put details on the website. 4 Collect customers’ contact details and mail them directly. 5 Invite someone from the press. Listen again. Which phrases above are used for suggesting and responding? Write I-5 and a-e in the table. Work in small groups. You work in the sales department of a chain of hairdressing salons. How can you promote your salons to young people? Make suggestions. Showing reactions When a business partner or colleague suggests an idea to you, do you immediately show what you think or not? In some cultures, people show strong reactions to other people's ideas, for example, "That's brilliant!’ or “That's crazy! In other cultures, people are more careful about their response, and it is not easy to tell what they are really thinking. What are people like in your culture? Unit 9m 81Dilemma: Guerrilla marketing Brief Virgin Mobile is a phone operator that provides a wide range of mobile communication services to its customers in the UK. Competition between mobile phone operators is strong and winning a lange market share in the student market is vital. Students use their mobile phones a lot ~ to call friends and family, and also to get information and play games. There are 25 million students in the UK, and 96 per cent of them own a mobile phone. But itis difficult to market to students because they are hard to reach and are cynical about sales pitch. Virgin Mobile has decided that the best way to promote the brand to students is to find insiders: student marketers who will work on promotional campaigns in their own universities. The problem for Virgin Mobile is how to identify student marketers with brilliant ideas and good selling skills. There are three options: Use standard job recruitment methods. Recruit people at student fairs. Hold a competition. Task 1 Work in groups. You are marketing consultants. Read about one of the options then discuss how it might work. Group A turn to page 139. Group B turn to page 143. Group C turn to page 145. Task 2 Form new groups: your group should include at least one person from A, B and C above. Present your ideas to your group. Task 3 Discuss the three options and for each one decide if you think it could work or not. If not, why not? Then decide on the option which you think will be most effective in identifying talented student marketers. You could decide on a combination of two options. Write it up Write an email to Virgin Mobile. Tell them which option you think will be most effective. Explain your decision and how you think it could work. 82 Unit 9 Decision: Now listen to Nikki Lambert from the Virgin Mobile brand marketing department talking about the methods that the company used to identi student marketers. Useful phrases I/We think its best to ... We need to ... That's a good strategy because ... It could be difficult because ... Perhaps we could ...| Language check Complete the dialogue with the appropriate form of the verbs in brackets: going to, will or the present continuous. Hi, Richard. P'm afraid I've got some bad news. 1 (not come) to Bahrain tomorrow. B_ But we ('meet) Ahmed on Wednesday to discuss the sales figures! 1 know. P'm sorry but we've got problems with the launch of the G42. I've decided I ('stay) at head office to put things right. B. (‘you, come) next week instead? I don't know yet. I (phone) you on Friday. We (‘talk) about it then. BOK. But you know Ahmed (‘travel) to Singapore the week after, so he (not be) free to meet with us then. Find and correct the mistake in each sentence. Let's to discuss the new trainee scheme next, If the company will offer you a job, accept itt Please not to touch the equipment! Please to be careful to use the right form. You don’t use this phone — use that one, If Jo phones, please you will take a message. Ifyou will not have the right qualifications, don't apply for the job. Please you tell me if you can't hear. Match the underlined phrases with a modal verb phrase a-h that has the same meaning. It’s essential to pay off your debts on time. It isn’t allowed to use a mobile phone in here. It isn’t necessary to be a graduate to apply for this job. ‘The rule is: show your passport when you buy foreign currency. you shouldn't you don’t have to you don’t need to you should My advice is: search the web if you want to find a good job. It isn’t necessary to pay now, you can pay next week. My advice is: don’t go to a job interview without good preparation. It’s necessary to have sales experience if you want to join the team. you mustn't you need to you must you have to Choose the correct words in italics. Good moming everybody and welcome. All of you have chosen to join the international division. So that means that 'you started / you're going to start a new job in one of our regional offices. At 10 o'clock, Delores Tavares Aawill come / is coming to talk to you about culture. But first’ 'm explaining/ Tim going to explain a few points to help you prepare for the move to a new county. Please stop me if you ‘will have / have any questions. First, some practical points. You ‘will / must make sure that your passport is up-to-date. And if you need to apply for a visa, “please do it / let's do it as soon as possible. It can take a lot of time, so "you don't have to / you mustn't leave it till the last minute. ‘The administrative staff will help you. Some of you *travel / are travelling with your families so you'll *have to / should check the travel documents for your family. Now each of you "is having / is going to have a one-week trip to your new location before you start the job. This trip "will give / is giving you the chance to find out about the new environment. "You need / should make the best use of this trip. We want you to start your new job without too many problems. As you know, you "mustn't / don’t have to look for accommodation because the company is going to provide you with an apartment, But "don’t / you don't expect everything to be easy. The way of life in other countries is often very different. You shouldnt / don’t have to forget that!| Vocabulary check 1M) Choose the correct option a-c to complete the text. Buenos Aires is a leading business ' ott has a* _ economy. International trade plays a key role in the” of the city. The country exports many products through its historie : Many international banks have their =— offices here. location site placement large strong fat growing development « increase airport pitch port regional capital investment ©] Choose the correct option a-c to complete the text. What ' do you need to work in sales? Nichoias, 33, a sales director with a food producer, says: ‘You don’t need a university * , but it helps. I's more important to be energetic and ~ able to talk easily to all kinds of people. You also need good management g - Ifyou really want to develop your ; you can earn a good quality qualifications values graduate benefit degree outgoing > communicating © respectful skills specialities statistics currency compensation. career payment) salary potential Career skills Complete the dialogue with the following words and phrases. free Ican't make see you I'm afraid not Can we meet Let's say I'd like to arrange 1'm going tobe in Riga next week and a meeting with you ia Jurga, if thats possible. B OK It would be good to meet you while you're here. * on Friday? >, . I'm only in Riga from Monday to Thursday. But 'm ______ on Tuesday and Wednesday. What about you? mst BS Wednesday morning, but the afiemoon is good for both of us. Can you come to the office? / at 2 o'clock? Yes, that’s fine. I'll” on Wednesday at 2 o'clock, then. Choose the correct words in italics. You don't have to stay in a job that you don't like: it may make sure / be better to look for a new job. But first, its important / sure to decide what you really want to do. Its a good / a best idea to make a list of your strengths, skills and interests. And don't remember to / forget to add a list of what you like and dislike about your present job. Then make sure / essential that you look for opportunities that match your abilities and interests. Complete the dialogue with the following words and phrases. we could why I think we should Tm not sure a good idea how about So how should we entertain our visitors? BU taking them toa restaurant? That's *, I'm sure they/d like to try some local dishes. © And maybe they like musi. Pezhaps take them toa concert. Bt about that. We don’t know what kind of music they like. Well, not show them around the city? There are lots of attractions. C Tike that ¢ show them round the city and then go for dinner.= a Make it cheaper and cheaper rr Present perfect PAGE 89 D Price Career skills: Describing a graph PAGE 91 dongman-elt.com wwneconomistcon Dilemma: Stock market challenge PAGE 92 Keynotes It is difficult for companies to set the =! price of a product. A lower price may help to increase sales, but it also reduces the profit margin. As a result, the company may have to cut costs to keep prices down. We often use graphs to show trends in prices over months or years. Stidying the trends can help ‘companies to choose the right pricing strategy for their products,86 Unit 10 Speaking Reading Price trends [ll What kinds of products and services are increasing in price at the moment? What things are getting cheaper? Wook at the graph and If spending Trends 1990-2000 complete each sentence ra with a different item from — 'ss=itewomen the key. Catton tin ad eee) | Spending on = increased up to 1991 and then fell sharply. 1» Spending on —____ we increased the most. 10 > Spending on —___ @ rose by nearly 20 per cent. Ao Spending on —____ Sere 0 hte decreased slightly after 1996. How important is price to you? When you want to buy something, which do you do? Make sure you get good value for money? > Spend time looking for the lowest possible price? Not worry about price, just buy what you want? | Read the article on the opposite page and match the headings 1-4 with the paragraphs a-d. Big supermarkets are more efficient Drinks come cheaper in large cans Technology improves food production Supermarkets force producers to cut costs © Read the article again. Are the statements true or false? | It costs less to produce large quantities of food than ever before. Big supermarkets can offer food at lower prices because they can buy in large quantities. Some food producers have reduced their range of products. ‘To meet supermarket demands, Cadbury employs more workers than before. Shoppers will buy larger quant For the food companies, larger portions are not much more expensive to produce. 7 The writer thinks companies will be happy to reduce the sizes of portions. ies when there is a special price.Survey: Food Make it cheaper and cheaper How technology pushes down price es have fallen in the food business because of advances in food production and-—__distribution technology. Consumers have benefited greatly from those advances. People who predicted that the world would run out Of food were wrong. We are producing ‘more and more food with less and less capital, Food is therefore more plentiful and cheaper than it has ever been. Spending on food compared with other goods has fallen for many years, and continues to drop. b Supermarkets have helped push down prices mainly because of their scale. Like any big business, they can invest in TT systems that make them efficient. And their size allows them to bbuy in bulk. As supermarkets get bigger, the prices get lower. Huge retail companies such as Wal-Mart have tremendous power and they can put pressure on producers to ccut their margins. As a result, some producers have had to make cuts. In recent years, Unilever has. cut its workforce by 33,000. to, 245000. and dropped lots ofits minor brands as part of its “path to growth” strategy. Cadbury has shut nearly 20 per cent of its 133, factories and cut 10 per cent ofits $5000 global workforce. These cuts help keep goss dow, and the pice of food says low. a Does cheap food make people unhealthy? Cheap food may encourage people to eat more. Food companies certainly think that giving people more food for their money makes them buy more. Giving people bigger portions is Eons Glossary ‘buy in bulk buy goods in large quantities put pressure on use your power to encourage get a better deal get more value for your money an easy way of making them feel they have got a better deal. That is why portions have got larger and larger. In ‘America, soft drinks came in 807 (225g) ‘ans in the past, then 12oz (350g) and now come in 2007 (380g) cans. If a company can sell you an S02 portion for $7, they can sell you a 1202 portion for $8. The only extra cost to the company is the food, which probably costs 25 cents, Now companies are under pressure to stop sling bigger portions for les money. But it is hard to change the trend. ¢ What are the advantages and disadvantages of large chain stores and small shops? Which do you prefer to shop in? Unit 10 m 8788 m Unit 10 Match the words 1-6 from the article with the meanings a-f. advances the difference between the cost of production and the price of the product margin less important workforce an amount of food for one person minor changes that bring improvement portion the way a situation changes and develops trend all the people who work in a particular company or factory Synonyms Put the words and phrases in the correct column. cut drop — fall lower put up raise rise reduce pushdown rocket increase Verbs that take an object Look at the examples. verb + object decrease ‘The company has decided not to raise salaries this year. The supermarket raised the price of milk. verb ~ no object Costs are rising all the time. The price of milk rose last month. Which of the verbs in Vocabulary 2 take an object, like 1 above? Choose the correct verbs in italics. Economic trends Earn less, spend more? Growth slows, but consumers still spending ‘onsumer spending in the US * rose / raised last year, mainly because the oil companies * pushed up / rose the The Economist price of oil to the highest level for Several years. Higher oil prices meant that spending on petrol for cars, as well as home heating, ? raised / increased. However, salaries did not * put up / go ‘up to match the rise in spending, Many companies * cut / fell jobs at the start of the year in order to * reduce / rocket their costs. These companies are still not "increasing / rising their workforce. Economic growth remains slow and current trends seem set t0 continue. mPricing strategy ‘A company wants to improve profitability. Which do you think is the best of the strategies below? “Strategy Profit increase (%) 1 Reduce costs by one per cent. 2 Increase the volume of sales by one per cent. 3 Increase al its prices by one per cent, ] Callum Taylor, a marketing expert, talks about pricing strategy on a radio programme about business. How much can a company expect to increase its profit using each of the above strategies? Listen to part one and complete the table. Listen to part two and complete the sentences. “The cost-plus method of ing: ‘You calculate what it costs to an item and then you add the _______ you'd like to have? Another method: ‘Find out what your ______ are ready to on that product? 3. A third way: ‘Look at the —____ Before setting a price, companies should ask two questions: Who are the —____? What kind of ______ or _____ are we —____? You shouldn't develop a product and then say: ‘OK, now let’s Present perfect Ml Look at the examples of the present perfect and past simple. Choose the correct option in italics to complete the rules. Consumers have benefited greatly from advances in food production. In recent years, Unilever has cut its workforce by 33,000. Has the price of soft drinks fallen recently? ‘The price of energy rose by 15 per cent last year, but it hasn't risen in the last 12 months. ~ A,year ago, the price of oil was $32 a barrel; now it has reached $52 a barrel. We form the present perfect by using the past participle of the verb with has or have / no auxiliary verb. We form present perfect questions with has or have / do or does. We form the present perfect negative by using hasn’t or haven’t / didn’t We use the present perfect / the past simple to talk about things that happened at a specific time in the past. We use the present perfect / the past simple to talk about recent events and events that affect the present situation. Unit 10 8990 m Unit 10 Which of the following time expressions do we usually use with the present perfect? in the last three months last year recently in recent years. six months ago in 1999 Tick the correct sentences and change the incorrect ones. Two years ago, we have seen big increases in the price of oil. The price fell in the last two days and it is now 5 per cent lower than before. Our competitors reduced their prices in January. We didn’t raise our prices in recent weeks: they are still at the same level as they were two months ago. Have you reviewed your prices recently? We have reviewed our prices in March. ©) Look at the chart and complete the text with the present perfect forms of the following verbs. Use each verb once only. be double drop fall rise grow ere House-price index ; seis tele eemen Worditends in 2-98 Wo 10 a0 20 : vod” nttI_mn house prices bain dl spaie = tas — Neen Sater = feign = ated States France = ty = cots Germany Span . Sac bit gn el otek ‘Sieetgiatena arco Property is going up, but not everywhere ‘nthe last 20 years, house prices in many countries "have aroun faster than ever before. In Iteland, house prices _______ by more than. 250 percent. in Australia, the Netherlands and Spain, prices *____. However, in Germany and Japan, prices +. Japanese house prices *—_____— the most changeable. ‘Afier “huge increases during the 1980s, they “___ every year in the last 12 years, With a partner, discuss the prices of the items below. Have these prices increased, decreased or stayed at the same level in your country in recent months? petrol newspapers coffee houses and flats bus / train fares shares (stock market average)Describing a graph People at work often have to describe graphs, figures and diagrams that show, for example, changes in price, sales or other data. The following phrases are useful for describing graphs. Match them with the graphs below and complete the missing numbers or dates. 1 increased from 95 to _ 2 fell toa low point in_ 3. remained steady ot __ 4 reached a peak of __ 5 fluctuated between and 40 Wissen ; L ciangesin ot tee first six months of year during last year 2000-2005 Bs are _ c _ = : : a [pneretend ieecicet es to . five years ri = ee et a es || Listen to descriptions of the five graphs and check your answers. Listen again and complete the titles of the graphs. 1] Work with a partner. Take tums to describe each of the above graphs. Start by saying what each graph shows. ] You are going to describe a graph to your partner. Student A tum, to page 139. Student B turn to page 143. How much explanation? In some cultures, people like to use a lot of detail to present information. They think it is important to explain exactly what facts and figures mean. In other cultures, people think that only a little explanation is needed to help the audience understand, How much explanation do people in your country include in presentations? Unit 10 91Dilemma... Dilemma: Stock market challenge Brief You are members of an investment group. On January Ist you invested €30,000 in shares in EU Airlines Corporation (EUA), a European airline. ‘The share price is €150 and you own 20,000 shares. You also have €30,000 which you could use to buy more shares. Your task is to make as much money as you can from your investments over a year. Guide to making The key to making money on the stock market isto buy shares when the price is low ‘and sell again when the price is 28 high as possible. But itis hard to know when the price has reached its highest point! Look at the company’s profitability, When companies are making big profits, their shares usually Task 1 ©) Work in small groups. ey on the stock exchange ‘sel at a higher price, Factors leading to share price rises: growing markets; increasing sales: cost savings. Factors leading to price falls: increasing competition, decreasing markets / sales, company debts, employment problems (stikes, etc); rising cost of suppies. You will hear news bulletins for March, June and September, giving: + the profit sit tation for EUA over the past three months ‘+ changes in the EUA share price over the same period + other factors: passenger numbers, oil price, job cuts, strikes, etc. After each bulletin, discuss what to do. You have three choices: buy more EUA shares (up to the maximum value of your cash fund) sell some or all of your shares take no action Use the table to enter the value of your investments and your decision at the end of each quarter: Qa Value of shares (number of shares x share price) Decision? buy / sell / no action Task 2 a2 Q3 04 © Listen to the news bulletin for the end of December and calculate how much money you have in shares and in cash. How successfull was your group? Did you make more or less money than other groups? 92. Unit 10 Decision: | Turn to page 146 to see the graph for the airline's share price over the year. Find out what the best decisions were and how much money you | could have as a result. Useful phrases The share price has increased, so let's sell. Profits have fallen - I think we should sell. Passenger numbers are rising. Why don’t we buy more shares?Fighting fraud PAGE 96 Unit 11 Passives - be. _ PAGE 98: = ¥ I n su ran (ue ies pager skills: Expressing ae i = ‘wwwulongman-elt.com ‘vwwaweconomist.com Dilemma: A fair decision? A a PAGE 100 Honesty is the best policy Keynotes Many people and businesses take out insurance policies to protect against risks such as fire, accident and theft. Policyholders pay a yearly premium to the insurance company which then provides cover against financial loss. if something unexpected happens, the policyholder can make a claim and eceive compensation for the loss or damage.Fe What insurance do you or your family have? What insurance do you have to have by law? Read the extract from a US insurance company’s website. Match the headings with paragraphs 1-4. Auto Home Commercial —_ Life e0e « Pool insurance coters 8 wide ange of insurance products and cover fr your atte, home, business nde needs Se ____ Insurance protects business owners from certain losses, including Injured workers and damage to equipment and buildings, —_____ insurance provides protection in the event of a death. Dayment i made to the nearest relative or other named beneficiary. Insurance protects against financial losses if you have Glossary beneficiary the person who receives the payment auto insurance (American English) car / motor insurance (British English) ‘an accident. Cover includes mecicel expenses. Your car Is also protected against fre and theft: ____ insurance can cover fre, weather-related destruction {and other losses. The policy covers the cost of labor, materials and services necessary to replace or repair building damages. king Some people want to insure unusual things. Singers may insure their voice; dancers their legs. What other examples of unusual insurance cover have you heard about? Problems Complete the insurance claims below with the following words. injured damaged destroyed lost_—_stolen “There was an accident in the factory and two people were ‘We would like to claim for their medical expenses? “There was a bad storm last night and our roof was *____.. We want to claim the cost of repairing it? ‘rd like to claim for the theft of my car. It was *_______ from outside my home during the night’ } ‘When I was on holiday last week, 1‘____. my wallet on the beach. looked everywhere but couldn't find it. It had €1,000 insider ‘We've had a fire in the computer room. All the equipment is completely j *_____. We need to replace it as soon as possible.” 1 94m Unit 1he 9 vas Vocabulary 2 [Irene Foster, an underwriter at the insurance company, Green Shield, explains how an insurance company is structured. Listen to part one and match the job activities a-f with the people who perform them 1-3. 1 manager 2 Take care of general administration. 2 clerical staff Handle online and telephone applications and claims. 3 underwriters Agree to accept a risk or not. 1 Manage staff. © Deal with the majority of applications and claims. £ Take decisions on special cases. Dl Listen to part two and answer the questions. What example does Irene give of a ‘high risk’ case? Complete the sentence: When someone has made claims or more in 2 What example does Irene give of a case where the company may ‘review the situation”? 3. What special terms does the company sometimes offer in cases of high risk? Complete the sentence: We may quote a premium or offer only limited : Insurance Match the words 1-6 with the meanings a-f. ) administration a request to your insurance company to pay for damage or loss department the amount you pay for insurance during a particular period 3 claim © the conditions of an agreement or contract 4 premium tell. a customer how much something will cost quote © managing or organising the work of a company terms £ a part, or section, of a company where people do a particular kind of work. Insurance fraud Many people make fraudulent claims on their insurance. Which of the following actions can be described as fraud? Being honest about the value of your financial losses. Making a dishonest claim for an injury you don’t have. Lying about how much cash was in the wallet you lost. Telling the truth about the cost of a car that was stolen. Claiming that the repair cost was more expensive than it really was. 6 Making a legitimate claim for items destroyed by fire. Unit 1m 95Reading FIGHTING FRAUD —_. ot | INSURANCE FRAUD costs Americans $80 billion a year ~ $950 per family. This is not just because of large-scale fraud — everyday consumers also contribute to the loss by making dishonest claims. ‘___A new lie detector telephone technology may change that. The Layered Voice Analyzer (LVA) measures micro tremors in the voice to determine the emotional state of speakers. ‘A similar system, the Voice Risk Analyzer (VRA). is already in use in the UK and has helped UK companies to make savings. Highway Insurance is a UK-based auto underwriter that uses the 96m Unit 11 (1 Read the article and answer the questions. 1 How much does insurance fraud cost in the US? ‘What two kinds of technology can be used to identify fraud? How much has Highway Insurance saved as a result of using this technology? ©) Complete the text with the following sentences. ‘The tremors can indicate that they are not telling the truth. ‘If a fraudulent policyholder decides to opt out, we are happy that their claim just goes away’ says Lawrence. “Now we are able to pass these savings along to our genuine customers. With VRA, the company is now able to identify that nearly one in five auto theft claims are fraudulent. But most often, no one’s going to find out if an average consumer stretches the truth a bit minor > typical important Our business is suffering as a result of poor service. doing badly recovering ing IF the service is poor, the company will reimburse you. ask you for money recover the money © refund your money The hotel has a good reputation. hhas had a good report bis known to be is very expensive very good Collocations Cross out the noun in each group which does not go with the verb. make a complaint /a customer /an apology deal with a service / a customer /a problem handle a query /a need /a complaint offer a refund / an apology / a complaint satisfy a need /a customer /a complaint Choose the correct verbs in italics to complete the text. Ifa company doesn’t ‘satisfy / offer a customer's needs and he or she *makes / offers a complaint, the company should respond immediately and >deal with / satisfy the customer’s problem. Businesses that don’t try to ‘satisfy / handle their customers usually receive more complaints. If the company ‘offers / deals with a refund, the complaining customer will often come back. But if the company fails to even ‘make / handle an apology, the customer will not only change to another company, but may also tell other people about their bad experience.What do you think customer service staff should do in the following situations? Match the situations 1-5 with the actions a-e. A.customer is angry about a mistake. Suggest a solution. An angry customer describes Say what you can do. the problem. A customer complains but doesn't Stay calm. demand any action. A.customer demands action but the Accept that you probably company can’t do what the customer won't find a solution. wants. ‘The customer is a very difficult person. Listen carefully and repeat to check, Now listen to an extract from a training seminar for customer service staff and check your answers to exercise 1. Listen to the trainer again and answer the questions. What do employees often think when a customer shouts at them? What do you think it means ‘to solve the problem professionally’? Which word makes the customer feel confident that the employee is going to do something? Which words should the staff not use? Conditional 1 Study the following examples. Complete the rules below with present or future. If the customer doesn’t demand action, you'll have to suggest a solution. If it’s a difficult person, you probably won't find a solution. If we make a mistake, we'll correct it. If we ask the customers for feedback, we can find out what they want. ‘Most people will be satisfied if you apologise. Ifyou can’t replace the product, will you give me a refund? In the first conditional, the verb following if is in the tense. ‘The verb in the other half of the sentence refers to the and is generally formed with will. We use the first conditional to talk about the result of a possible action or event. Note: If the result is not certain, we use can or could instead of will, meaning ‘It’s possible’. Unit 12 m 105,Practice [lJ Look at the payment terms below. Write sentences linking the possible actions and events with the future results. Use conditional 1, Possible action or event > Future result You pay within 10 days > you receive a discount Ifyou pay within 10 days, you will receive a discount. Possible action or event > Future result You pay by credit card > we add a charge of 2 per cent to your bill We don't receive payment > we charge interest at 25 per cent a by the due date month You request delivery within > there is an additional charge of €20 24 hours You decide not to keep the >> we refund your money in full product 1) Complete the extracts from company brochures with the present simple or future form of the verbs in brackets. Customer servi juarantee Lowest prices guaranteed! go ee If you be) dissatisfied in any way if you (find) the same Poe with the quality of our service, we a lower price in another store, we (‘refund) (send) you a €15 voucher. the difference. Cancellation charges Special offer! == ne If you (cancel) less than four We (deduct) _—____ 10 per cent from weeks before the date of departure, the total the price if you (order) before convo? avell@be), pafatle® October 31st. Product information If you (require) further information about any of the products featured in this brochure, please call 040 $00 900 and our sales staff ("be) pleased to help you. 1] Work in pairs. Look at the alternatives below. Describe the result of taking each action. If l stay at home, ll save money Go out with friends this evening or stay at home and study? Buy a new mobile phone / coat / bag or keep the one I've got? Buy a book online or in a bookshop? Look for a job abroad or work in my own country? |) Think of some real situations where you have to decide between two or more possible actions. Talk about them with your partner using If wy PIL a « 106 m Unit 12Desting with problems When you have a problem, you have to look at all the possible options and | find the best solution. The following phrases are useful for discussing problems. Match the five steps in problem-solving with the phrases a-e. Step 1: Explain the problem o ‘Step 2: Present the options 6 ‘Step 3: Consider the result of ¢ each option Step 4: Choose the best solution Step 5: Promise oction e Ifyou (do X), it will meon ... Tarronge ... It's better/ best if (do ¥). Ive got 0 problem ... There are two possibilities: you could either (do X) or you could (do ¥). Magda Zawadski phones Shane, the customer service rep of a UK supplier, about a problem with the delivery of some machine components. Listen and answer the questions. What is Magda’s problem? What two options does Shane present? Which option does Magda choose and why? What does Shane promise to do? [ll Work in pairs. Role-play the phone call between Magda and Shane. "J Role-play two situations involving a shop manager and a supplier. Student A give Student B this information. Situation 1: Shop manager Your shop sells fruit and vegetables. You rec ed some tomatoes this morning but they are damaged and you can’t sell them. Phone the supplier. Explain the problem, listen to the options and choose the best solution. Situation 2: Supplier Your company supplies bread to stores. You receive a phone call from a shop manager. Listen to the customer and offer two possible options: 1- offer to collect all the extra rolls. 2~tell the shop to sell what they can. Refund the cost of any rolls that they don't sell. Listen to the shop manager's decision and promise action. Student B turn to page 146. Showing emotion Ifyou feel angry about poor service or bad mistakes at work, do you show your anger? Or do you try to stay calm? When you complain, is it better to show how you feel, or to present the facts in a qu neutral way? In some cultures, people accept strong emotions as normal; in other cultures, people think it is not appropriate to show emotions in business situations. Which. culture do you belong to? Unit 12 m 107Dilemma. Yecision Dilemma: Service not included Decision: Brief You are the senior managers at House & Home, a chain of warehouse- © Now listen to Mandy style stores selling furniture and fittings for the home. The company is Dunwoody, the Human suffering. Competition from other similar stores is strong and sales are Resources Director at House falling. You think that the main reason for the loss of sales is poor & Home, explaining how customer service. To find out more about the problem, you asked your customers for feedback. The following complaints were the most tie, company solved the, problem of poor customer common: : © Staff gave wrong information. service + Staff didnt know anything about the products. auth q «Staff were not interested in my query. pee eee Staff were rude. The problem is + Sales staff were busy talking to each other. We could either... or. + It was difficult to find help even when the store wasn’t busy. If we (do X), we will / won't I think the best solution is to .. You believe that if you can offer better service than your competitors, the customers will return. The question is: how can you improve service? There are three possible options: | Recruit more staff for each store. 2 Improve staff training, Offer higher pay to sales staff. Task 1 Work in three groups. Find out more about one of the options and the possible results of choosing this option. Group A turn to page 139. Group B turn to page 144. Group C turn to page 146. Task 2 Form new groups including members of A, B and C. Share the information you have and discuss the three possible options. Choose the best solution and present your choice to the other groups. Write it up Write a short report for the Directors of House & Home. Use the following headings: Brief summary of the problem Possible options (bullet points) Best solution 108 mi Unit 12Language check Complete the text with the present perfect form of the following verbs (positive or negative), be decide fall introduce rise see stay The Channel Tunnel is an impressive example of modern technology, but it so successful as a financial venture. Shareholders are unhappy about the latest reports, which show that the number of cars using the tunnel 2__by 8 per cent in the last twelve months. The number of trucks and commercial vehicles? at the same level, but the company ‘an increase in its market share. Airline traffic between London and Paris *___ because of low cost airfares. Eurotunnel’s directors * not to review their pricing strategy. Instead, they’__a programme of cost-cutting in the hope of saving the company. Rewrite the sentences in the passive. ‘We describe the results of this survey in our latest report. The results .. They call the new model the ‘Robomat. ‘The new model... They are building a new office block in the city centre. Anew office... They will complete the building next year. The building... ‘The company has developed a new drink. Anew drink ‘The company raised salaries by 4 per cent last year. Salaries .. The company offered a job to only one person. Only one person ‘The company manufactures the T408 in. Germany. The T408 . Complete the sentences with the correct form of the verbs in brackets. Ifyou have an accident, the insurance company (pay) the costs. Ifyou (not have) insurance, you will have to pay for the damage yourself. You could miss your plane if you (not hurry) You (not lose) in a strong company. There will be an extra charg (not pay) on time. The company (need) to recruit more staff if they set up the new office. Our staff (learn) todo a better job if we give them trai If the quality (be) customers will complain. money if you invest the customer a poor, our Choose the correct form of the word or phrase in italics. Everyone thinks British food is the worst in the world. But it "improved / has improved a lot in recent years, Britons “found / have found a new interest in food. If you *read / will read British newspapers, you will see recipes and restaurant reviews. New restaurants “is / are being advertised everywhere. Cooking programmes ‘schedule / are scheduled on TV every night and kitchens “became / have become bigger and better. The biggest change that can “see / be seen is in the quality of produce in shops. Twenty years ago, there “was / has been only one kind of tomato in supermarkets, Now, if you "visit / will visit a British supermarket, you can find 15 types of tomato. A similar change "has took / has taken place in other rich countries. And in developing countries, it "has reported / has been reported that there is a lot more food available to the poor. But the wrong kind of food "was / is being consumed too. In some countries, more than half the population is overweight. Doctors warn that if people “won't / don't eat better, there “are / will be more deaths from over eating than from smoking. 109Vocabulary check Choose the best option a-c to complete the text. John went skiing last winter. He had an " and fell 20 metres down the mountain. He wasn't * , but his camera was? . The cost oF repairs was €200. He tried to on his travel insurance, but the insurance company said that his : didn’t cover dangerous sports, accident incident damaged unhealthy © injured injured damaged © destroyed complain cover claim protection policy claim 1] Choose the best option a-c to complete the text. Online shopping has increased dramatically in recent years as more and more people use the internet to * travel tickets and buy goods. However, there can be problems when buying online. Some retailers have found it difficult to guarantee * times: goods may arrive late or not at all. Some customers become frustrated when they are unable to cancel an order or get a? for goods they don’t want. Companies that ty to" spending on customer service may find it difficult to * all the complaints from customers, 2 book require command delivery distribution © service payback return refund reduce putdown — fall apologise deal handle satisfied dissatisfied © unsatisfied Career skills I unemptoymentrate 1998-2005 Sorutwanterce Meare ington sss 1959000001 gone FOO BOO Foes m0 Choose the correct phrase to complete each sentence describing the graph. dropped from 6% 10 45% fell to fluctuated remained steady reached a peak From 1998 to 2000, the unemployment rate between 4.0 and 43 per cent. In 2000, the rate 3A per cent. ‘The level of unemployment during the next two years. In 2004, unemployment of 6.0 per cent. In the second half of 2004, the rate Aand B discuss whether to hire a big room or a smaller room for a party for customers. They don’t know how many people will attend. Match the phrases with the arguments a-e. My view is that we should hire the big room, B On the other hand, Tunderstand your point, B. Surely the main point That's right. If the room is too small, our customers will leave — and that could cost us a lot! but if lot of people come, we will need the space. is to save costs where we can. because it’s better to have too much space than not enough. we might have to pay a lot of money for space we don't need. An office worker (A) phones a technician (B). Put the dialogue in the correct order. OK, but if we send someone to you, you may have to wait till this afternoon. Fine. Then I'll arrange for someone to come to you. Tve got a problem with my laptop — it isn’t working ‘That's OK, I can wait. Right. Well there are two possibilities: we could send someone to you to look at it, or you could bring it to us. I can’t bring it to you very easily ~ its connected to other equipment at my desk.mI eh Revolution in the car industry Unit 13 ad Adjectives and adverbs PAGE 115, 3 Productivity Career skills: Managing time PAGE 117 lali/iis = wera iongman-ett.com wimeconomistcom Dilemma: Bonus or bust? PAGE 118 —_ Keynotes In manufacturing, productivity means the amount of goods produced in relation to the work, time and money needed to praduce them. There are many ways for companies to improve productivity: by installing new equipment with more up-to-date technology, for example. Many manufacturers and suppliers have a system of just-in-time delivery, which reduces the cost of carrying large quantities of stock. More generally, productivity means doing something efficiently: not wasting time and resources.12 @ Unit 3 Increasing productivity Which of the following factors can help to increase productivity for manufacturers, and which can reduce productivity? delays in delivery of components robots up-to-date technology shortage of staff effective quality control efficient suppliers products that fail quality tests good workers out-of date technology J] Listen to Paul Gardner, Managing Director of a chemicals company, Absolute Solvents, talking about what productivity means in his business. Tick the factors above that he talks about. Which two factors have helped to improve productivity at Absolute Solvents, and which two have been problems? ) Listen again and answer the questions. Why is productivity an important concept in Paul’s business? What factor does he say is ‘vital’? What can happen if there’s a problem with the process? What does Paul say is ‘the biggest problem’? What problems can there be with people? What does Paul say is ‘essential to high product ty? Do you think the same factors could help to increase productivity in the car industry? Read the article on the opposite page and decide if the following statements are true or false. Car manufacturers can't produce enough to meet customer demands. Models need to be updated more often. Each car factory can only produce one model. Productivity is very high. It takes too long to deliver finished cars to the customer. Sales forecasts are accurate, Manufacturers could save money by building cars to order. The car industry probably won't change much in the next few years. A number of factors increase manufacturing costs and reduce profits. Which of the following are mentioned in the article? developing a wide range of models high labour costs holding components in stock holding stocks of finished goods price discounts strikesCar manufacturing Revolution in the car industry Glossary over-capacity when an industry is capable of producing more than it needs to Segment a particular part of the market (e.g. luxury cars, sports utility vehicles) order-to-delivery cycle the usual time between the customer placing an order and receiving the product ‘assembly the process of putting the parts together to build a finished product Car factories of the future will be smaller and cleaner, and not all owned by car companies 1e car business has a serious problem: it is producing too many cars. This overcapacity is resulting in fierce competition. Each manufacturer is competing in every segment of the market, with a huge range of models to attract different consumers. And models are frequently updated to keep interest fresh. This is making the business complex and expensive. So how can companies cut costs and inerease their profit margins? To offer so many different models, car companies need factories that are completely flexible. They need to switch quickly from making one model to another to meet changing demands. Honda was first to do this, organising its factories so that any one of them could make any model of car. They can switch to a new model overnight, simply by changing the software in the robots. Delivery is another issue that affects ‘margins. For years, companies have tried to cut the time between a customer placing an order for a car and taking delivery. Manufacturers now operate 2 just-in-time production system. The ‘components for each car arrive at pre- cisely the right moment when they are needed on the assembly line. Such production methods have cut the cost of holding components in stock, and have resulted in high productivity. Most makers are now able to assemble a car jn just 18-20 man-hours. But once the car is finished, it usually stays in a distribution centre for 40-80 days, A shorter order-todelivery cycle would lower the costs of holding stocks of finished cars. Moreover, most Of these vehicles need to be discounted to get people to buy them. With big discounts on sale price, there is no guarantee of profits even when the factories are busy. ‘The magic answer to all this could be “build to order” (BTO). Instead of following the sales department's forecasts, cars could be. quickly assembled to the customer's order. Nissan has_ calculated they could increase profit by as much as $3,600 a vehicle in this way. But some people in the industry predict that the shape of car manufacturing will change even more radically. One view is that today’s manufacturers will disappear. in their place will be vehicle brand owners (or ‘VBOs) They will do only the designing, engineering and marketing of vehicles, Everything’ else, including even final assembly, will be done by the parts suppliers. ‘Such changes to the way the industry is organised may be necessary if ‘companies are to survive. m What are the advantages and disadvantages of BTO for the manufacturers? Would you prefer to choose a car from the ones that your local dealer has in stock, or to order a car with your choice of colour and features? What features would you choose to have? (eg. satellite navigation, air conditioning, CD-player ... 2) Unit 13 = n3Design to delivery Match the words 1-8 with the meanings a-h. delay demand forecast model range stock switeh update change from one thing to another a set of similar products made by a particular company a situation where something is late a prediction about a future situation people's need or wish to buy particular goods make something more modern, using the latest technology «8 type or design of car or machine a supply of items that a company keeps to use when it needs them \ Just-in-time production Study the diagram and complete the labels, 1-5, with these words. assembly supplies electronically according to need. a 3 are taken to the assembly- ps, line at the moment they are needed. 0 ay 3 Word building Complete the tables. Noun production, product 3 supply manufacturing Noun productivity 9 14m Unit 3 ‘components finished goods order ~—_— supplier 2 delivers parts to the 7 sane sal 9 G Iplan _exectiy _ what I have to do each day. | don't waste time doing things that aren't necessarily. | deal with importantly tasks immectately, | fil my time constructive. | skim read texts quick before | decide to read them in detail (My work area is always tidly. | share usefuly ideas with fiends or colleagues. | regular review my way of working | try to find more efficiently ways of doing things. | only work @ certainly number of hours every day. Work in pairs. Discuss the checklist above. Tell your partner what you usually do in order to be more efficient in your studies or in any job you do, What else could you do to improve your efficiency? 16m Unit 3Managing time There are many work situations where there is a time limit. In more formal meetings, it is usually the leader who makes sure that the meeting finishes on time, In informal meetings or team activities, any member of the group may remind the others about time, The following expressions are useful for managing time: a We don't have much time, Could we quickly talk obout 6 We must finish by 12 o'clock. F Con you please keep it short? ¢ We're running out of time. g OK it's time to finish. d- We need to be quick. J Listen to three extracts from a meeting, one from the start, one from the middle and one from the end of the meeting. Write start, middle, end below. Extract 1 Extract 2 Extract 3 Listen again and tick the phrases that you hear. Work in groups of 4-6. Your group has regular meetings where time is often wasted because everyone talks too much. Discuss how to make your meetings more efficient. Try to agree on five different ideas. Your teacher will give you a time limit for this discussion. Managing time When preparing meetings or organising your work, do you prepare a schedule and keep strictly to it? Or do you think it is better not to worry about a schedule, just use as much time as you need? Some cultures think of time as a precious resource that must be managed efficiently and not wasted. Others have a more flexible view of time. Which culture do you belong to? Unit 13 m7Dilemma: Bonus or bust? Decision: Brief Scrutons Ltd is a small engineering firm that manufactures machine Listen to George Mann, parts. The directors have a problem: productivity has fallen significantly the Managing Director of in the last two years, and the business has started to suffer. The workers Serutons Ltd, talking about are failing to meet their production targets and the company is often’ the detision which the late with deliveries to customers. There are also complaints about poor quality. The workers are unhappy because they are never able to earn their productivity bonuses. Morale is low. The situation has now reached a crisis: the company's reputation is badly damaged, sales are falling and financial losses amount to thousands of euros each month. What | Useful phrases should the directors do? L directors took and what happened as a result. OK. Let's start. We have to decide ... Task 1 ink? Read the background to the problem and the different options below. Uae NOUNZg Prepare arguments for one of the four options. Can you please keep it short? Does anyone have any other opinions? Background to the problem ‘Two years ago, there was a disagreement between Patrick Massey (then Talia the Production Manager) and the board of directors. Patrick wanted to OK, it’s time to finish. give the workers an increase in pay, but the directors refused. They decided to introduce productivity bonuses instead. Following the disagreement, Patrick left the company. He was 58 and decided to take early retirement. Roland Court became the new Production Manager, but he is not a strong manager and is not popular with the workers. So can we agree to Options: Give a pay increase to all the workers (this ‘would cost €500,000). Reduce the level at which workers can eam a productivity bonus (this would cost €300,000). Appoint a new production manager. Cut labour costs (eg. by not recruiting any new workers when people leave). Task 2 Work in groups of 4-7. You represent the directors of Scrutons. Hold a meeting to decide what to do. Choose one person to lead the meeting. This person should start the discussion, ask people for their, opinions, keep to the time limit and close the meeting Write it up Write a memo to all the staff of Scrutons Ltd. Explain what you have decided to do. 118 @ Unit 13Orta Creativity Keynotes We say that people are creative when they have new ideas that challenge the traditional ways of thinking. Creative people have innovative ideas for new products, and find imaginative ways to sell. "But creativity is important in every "field of business because creative thinking helps to solve problems. If you try to look at a problem from a different perspective, it may help you to find a radical solution. nnerreview Creative solutions i] In small groups, study the two problems below. What do you 7 = think the solutions were? Aquavision ~ aquarium manufacturer ‘Aquavision makes aquariums for the corporate market. It delivers the glass tank, equipment and fish, and installs the aquarium on site. It had a problem: the glass was often broken during transport. This cost the company a lot of money and caused delays for customers. The staff discussed several solutions. Could they find a new material instead of glass for the tanks? Could they improve the packaging? But none of these ideas gave them a satisfactory solution to the problem. What did they do? ©) Tum to page 146 and read the solutions. vg (fl) Read the article on the opposite page. What does the writer say we should do if we want to be brilliant thinkers? Tick all the correct answers. study problems from a single perspective look at problems from new directions use traditional methods consider a number of different perspectives take time to study a problem ©] Complete the article with sentences a-e. You could study a satellite photo or a map. Competition in our business is not about price wars and money-off coupons. In this way, she was able to maximise revenue from the performances. ‘They took an entirely different view and transformed society. How can we take a different view of a situation? 120 m Unit 14A different perspective A WO0d might look like a random group of trees, but if you take a few steps to the side, you can see that all the trees are in rows. Sometimes we are standing in the wrong place to see an ‘obvious answer. We have to deliberately take a different point of view before we have a chance of creating a radical solution, ‘____Instead of looking at the scene from your view, try looking at it from the perspective of a customer, a child, an artist, a martian and so on, What would you do if you had to study a river valley? You could look up and down the valley, you could Look at it from the riverside or from cach hillside. You could take a boat down the river. *_ Each gives you a different view of the valley. Why not do the same with a business problem? Karen Brady became the Managing Director of Birmingham City football club at the age of 23. It was making hhuge losses but over the following ten years she transformed it into a thriving and profitable club. Her success is largely because she took a different point of view from the men who traditionally run the game. She saw the club as an events company. She applied new marketing methods to fill seats and sell affinity products, such as insurance, to the fans. >_ Lindsay Owen-Jones brought a new perspective when he became CEO of the French group L’Oréal, and has achieved remarkable growth, L’Oréal has a different point of view from consumer goods companies such as Unilever, which also sell cosmetics. Owen-Jones explains: "___ The consumer is guided by product performance. Is it pleasurable, imaginative and beautiful? Is this what I want at this moment in time? ‘The great innovators did not take the traditional view and develop existing ideas. If we look at problems from new directions then we have unlimited possibilities for innovation. Glossary ‘martian creature from the planet Mars affinity products when these products are sold, some of the profit goes to the club {ll Who would you consider to be ‘a great innovator”? Look at your classroom or your workplace from the perspective of an artist, a child or a martian. What would they notice? Unit 14 121