• BULATS Edition

•II

g CAMBRIDGE
~ UNIVERSITY PRESS
CAMBRIUGli UNIVERSITY PRF.SS
Cambridge, New York, Melbourne, Madrid, Cape Town. Singapore. Sao Paulo, Delhi
Cambridge University Press
The Edinburgh Building. Cambridge CB2 8RU. UK
www.cambridge.org
Information on this title: www.cambridge.org/9780521672948

«:> Cambridge University Press 2007

This publication is in copyright. Subject to statutory exception

and to the provisions of relevant collective licensing agreements,
no reproduction of any part may take place without the wrilten
permission of Cambridge University Press.

First published 2007

Reprinted 2007

Printed in Dubai by Oriental Press

A catalogue record for this publication is avail.able from the British Library

ISBN 978-0-521-67294-8 Student's Book BULATS Edition Advanced with CD-ROM

ISBN 978·0 521-67295-5 Student's Book BEC Higher Edition
ISBN 978-0-521-67297-9 Personal Study Book Advanced/Higher
ISBN 978-0-521-67296-2 Teacher's Resource Book Advanced/llighcr
ISBN 978-0-521-67661-8 Audio Cassette BULATSEdition Advanced
ISBN 978-0-521-67662-5 Audio en BUI.ATS Edition Advanced
ISBN 978-0-521-67298-6 Audio Cassette BEC Higher Edition
ISBN 978-0-521-67299-3 Audio CD BEC Higher Edition
Introduction
Who this book is for • Exam skills and Exam practice section. This section.
which starts on page 121, gives you detailed guidance
This book is intended to be an interesting and stimulating
on how to approach BULATS test tasks at your level, the
course for Advanced students of Business English
skills required and what the task is testing. The Exam
(Common European Framework Level Cl). It provides a
skills pages contain exercises to build up your skills for
general Business English course for students who have not
the test. The Exam practice pages contain
yet worked in business and for people who are working
questions/tasks from a past BULATS test for your
and have experience of business environments.
level", supplied by Cambridge ESOL.
It provides the practical reading, speaking, listening and • Full answer keys for all the exercises in this book.
writing skills necessary for people who need English for Sample answers to writing activities have not been
working in business. It also contains a wide range of included at this level because the range of possible
essential business vocabulary and grammar. answers is too great for this to be useful. However
For students who want to study for a Business English 'models' are provided for all writing tasks.
qualification, this book gives you a complete preparation • Transcripts for all the listening activities in the book.
ior the Cambridge Business Language Testing Service • CD-ROM with a complete BULATS test.
( BU LATS) test. It is accompanied by a CD-ROM containing Also available are:
.1 complete past BULATS test supplied by Cambridge ESOL.
• 3 audio CDs/cassettes. containing a variety of recorded
material, including interviews with business people and
What the book contains BUL.~TS listening tasks.
The book contains the following elements: • Teacher's Resource Book, containing guidance and
• 24 units for classroom study. These units are organised suggestions on how to approach activities in the book
in groups of four around a theme: management, plus extra photocopiable activities and case studies to
competitive advantage. etc. While each unit gives supplement the units in the Student's Book.
training and practice in a variety of skills. the first unit • Personal Study Book, containing activities and
in each group mainly concentrates on reading skills, the exercises based on the vocabulary, grammar and skills
second 011 listening. the third on writing and the fourth covered in each unit. It is intended as reinforcement of
on speaking. Each unit contains essential vocabulary material you have studied in class. The Personal Study
input ior business students. Many of the activities in the Book contains keys to all its exercises, so you will be
units are similar to those found in the BULATS test. able to check your answers yourself. It also contains a
• Grammar workshops. For each group of four units, Word list of vocabulary from the Student's Book.
there is J two-page Grammar workshop section. These • Website, containing additional resources and
explain and extend grammar work introduced in the information. Go to http://www.cambridge.org/
units. In the units, you will from time to time see a businessbenchmark.
cross-reference. e.g. E) page 20 (Future simple or • The BU LATS test is designed to assess learners' level of
future continuous?). which indicates that there is Business English from beginners to advanced, so this book
supplementary material in the Grammar workshop. does not contain advice on how to approach BULATS tasks
which are too easy for your level. See the information
about the test on page 122.

Introduction 3
 Map of the book
Unit Reading Listening Writing

1 Corporate culture
10-13
Who Is responsible for
corporateculture?
My company's culture

1:
Q)
2 Leaders and
managers
14-17
Richard Branson, leader of
Virgin
Rachel Babington, Disney
Channel, on leadersand managers
Rachel Babington on
E
...c empowerment
Q)
a,

...
2:
3 18-21
Internal
communications
Internal messages(memo,
email, note, notice)
Advice for communicating
effectivelywith colleagues
Replying to messages
Writing and replying to a memo,
email or notice

4 Chairingmeetings
22-25
Advice for chairs
Summary of action points
Key phrases for chairs A memo summarising action
points

Grammar workshop 1 (Units 1-4) 26-27 Defining and non-defining relative clauses, Some meanings of as and like, Future simple

5 Customer
relationships
28-31
Giving people what they want
Five articleson Customer
Relationship Management
Boris Shulov on Customer
Relationship Management

Q)
a,
.l!I
c
6 Competitive
advantage
32-35
How the JJ Group prepares
tenders
William Brook-Hart, Gifford
Engineering Consultancy,on
competitiveadvantage; William
..."'
>
't:I
Q)
Brook-Harton winning contracts
>
i;
!.
E
0
7 A proposal
36-39
Proposal for adding to our
product range
An email requesting a proposal
Extending the product range A proposal for investigating
new markets
(.)

8 Presenting at
meetings
4D-43
Nestle in Thailand; The
Philippine market; Nestle
expands ice-cream lines in
Presentation on the Chinese
ice-cream market
A proposal for breaking into the
Chinese market

China

Grammar workshop 2 (Units 5-8) 44-45 Speaking hypothetically, Compound nouns, Embedded questions

9 46-49
Advertisingand
customers
The effectivenessof advertising
Five extractson measuring the
effectivenessof advertising
Neil Ivey, MediaCom, on the
effectivenessof advertising

"'
=... 10 50-53
.5? Advertisingand Motoring online Internet sales A report on advertisersand
't:I
the Internet Neil Ivey, MediaCom, on target audiences
c advertising and the Internet
a,
c

11 54-57reports
iii Sales A brief sales report Mehtar Tilak on sales activities A sales report based on a chart
1: Report on Seville Sales Event
Q)
>
Report on a sales event for a
't:I
c product launch

12 58-61
The sales pitch Cracking the big company
market
Rosa Levy, CSS Ltd, cold-calling a
client; Rosa Levy making a sales
pitch

Grammar workshop 3 (Units 9-12) 62-63 Position of adverbs, Present perfect simple and continuous, Cleft sentences

4 Map ofthe book

Speaking Vocabulary Language work

Describing company culture Companyculture Defining and non-defining relafive

Why is it important to have a strong corporate culture? Phrasal verbs clauses "
Board, bottom line, revenues, etc.
ii .,
Talking about good leaders Leadershipskills: founder,etc. As or like?
Getting the most from staff Types of management
Producing a more effectiveworkforce

The best way of communicating differentthings Abbreviations Future simple or future continuous?
Must a manager be a good communicator?

The function of the chair Evaluating meetings Language functions for chairs
Holding meetings

or future continuous?

Discussing customer-supplierrelationships Helpdesk, etc.

Discussing the 80-20 rule, etc.
The shortcomings of CRM, etc.; A CRM strategy

How does your company achieve a competitive Elements that give a companyan Speaking hypothetically
advantage? advantage; Submitting tenders;
Pricing Dedicated, resources, etc.
Phrasal verbs; Verb-noun collocations

Linking words and phrases Compound nouns

Existing, identify, etc. The passive ' .,

,,

The ice-cream market in your country Embedded questions

Presenting informationfrom charts
Presentingfrom a text "

I
How does your company advertise? Brand-building,etc. Adverbs
Cost-effective advertising Typesof advertising
How to advertise software Households,etc. 11

How you use the Internet to buy things Straightforward,etc. Although, however, despite, etc.
.,
How could your company use the methods of the car
industry?; Using the Internet for advertising

The best medium for selling different productsand Synonyms for increase and decrease Present perfect simple or continuous?
services
Structure of a report
n
I
"
How do you reactto a cold-call?; Finding out aboutwork Solicit, risk-averse, etc. Cleft sentences
problems; Role-play 1 : Cold-calling; Advising on breaking
into a new market; Role-play 2: Making a sales pitch I

Map of the book 5

 Unit Reading Listening Writing

13 Forecasts and
results
64-67
Forecasting disaster Forecasting sales

CD 14 Financing the arts

68-71
A proposal for festival
sponsorship
Philip Franks on the theatre business
Paul Keene on arts sponsorship
A proposal for sponsoring
an arts or sports event
...
(.)
c:
c:
;,.::

15 Late payers
72-75
The impact of late payments
on small businesses
Conversation with a late payer
William Brook-Hart on late payers
at Gifford Engineering Consultancy
Letter complaining about late
payment

16 Negotiating a lease
76-79
Negotiating your office lease Negotiating business agreements
Conditions for leasing office space
Email summarising results of
negotiation

Grammar workshop 4 (Units 13-16) 80-81 Conditional sentences, Infinitive and verb+ -ing, Complex sentences

17 Workplace
atmosphere
82-85
Giving employees what they
want: the returns are huge
Stress in the workplace
Mariella Kinsky on work-related
stress
Short report on stress and
absenteeism

'E
"'c
E
e
18 The workforce of
the future
86-89
The millennium generation Job sharing
How people feel about their jobs
·;;
c:
~"'
0
ii
e"'
19 Productivity
90-93
Magro Toys - report on
productivity
Interview with three production
managers
Report on changes to company
organisation

20 Staff negotiations
94-97
Memo from CEO about
expansion plans
Staff complaints and demands at
TravelsafeInsurance
Horse-trading at Travelsafe Insurance
Memo summarising agreement

Grammar workshop 5 (Units 17-20) 98-99 Reference devices, Modal verbs to express degrees of certainty, Variations on conditionals

21 Corporate
ethics
100-103
CSR - worthy cause? Professor Bernard Hill on fair trade Proposal to give your company
a more ethical image

...
a.
...
:c
c:
22 Expanding abroad
104-107
Wolseley's strategy
Wolseley's Chief Executive
Richard Coates on how Wolseley
expands into new markets
... Richard Coates on supervising
0
:;=
subsidiaries
"!!
.!!
e
e-
0
u
23 An overseas
partnership
108-111
Letter to a potential partner
Letter replying to a business
approach
Finding an overseas partner
Reasons and problems with moving
into a new market
Letter to prospective
customers; Letter expressing
interest in business approach

24 A planning
conference
112-115
Risk management Fedor Brodsky on how to protect
your brand's reputation
Nicole Frere on risk in business

Grammar workshop 6 (Units 21-24) 116-11 7 Articles, Future time clauses, Concession

Communication activities 118

EXAM SKILLS AND EXAM PRACTICE 121-145

Contents of exam section 121

Answer keys 146

Transcripts 160

6 Mapofthebook
Speaking Vocabulary Language work

How different elements help to make forecasts Phrasal verbs and expressions Conditional sentences
What makes forecasts inaccurate? Go bust, stock price, etc.
How to preparea sales forecast, etc. Vocabulary from profit-and-loss account
What type of forecaster do you think you are? and balance sheet

Should the arts be subsidised? Theatre vocabulary Infinitive and verb + -ing
How sponsorship can promote a company's image, etc. Break down, running costs, etc. .,
Role-play: Continental Bank and Tate Modern

How late payers affect a business Bank charges, bookkeeping, etc. Complex sentences
Discussion: How should you deal with late payers? Formal expressions
Presentation: How to deal with late payers, etc.

What you need to know before negotiating Compromise, the bottom line, etc. Conditional sentences: alternatives to if
Negotiation, problems and advice
Role-play: Negotiating an office lease
.... . :,

What makes people work harder Trends, pronounced, etc. Reference devices
Types of rnanaqement-employee relationship; Trends in
accidents and stress, etc.; Our attitudes towards stress ..
Workers of the Mure; Working practices in the future Types of worker; Ways of working
..
Talk: teleworking, etc. Stuck in a rut, going rate, etc.
Talking about your present job
..
What factors affect productivity?; Describing charts: Assembly line, churn out, etc. Expressing causes and results
productivityat Magro Toys; Presentations on productivity;
Raising productivity

Company reorganisation; Would you be prepared to Phrasal verbs and expressions Variations on conditional sentences
relocate?; Thinking about an offer Phrases for negotiating
Role-play: Negotiating an agreement

. .
Corporate responsibility Benefits, premise, etc. Articles
CSR and corporate culture; Fair trade Adverbial phrases
What is the connection between fair trade and CSR, etc.?
.. 'J
Expanding into foreign markets Acquisitions,year on year; etc.
Describing the company you work for Surged, FTSE 100, etc. ..
Wolseley'sexpansion strategy; Supervising subsidiaries Adjectives and adverbs of frequency
The advantages of making acquisitions
l

The problems of expanding into a new market Complex sentences

Replying to a letter Tenses in future time clauses
..,.
Useful hints for making presentations Discourse markers for short talks Concession
Making a presentation; Business risks
Discussion: Staff retention, market share

' .•.
, , , " C~f~}l'!!~ ,...

.. I ,.,. .. ,,.. 11 '[ (, r- 7. r~.< .r i). :·J.; .,, "r, ti - .• r,:, .. JI '

Map of the book 7

 Acknowledgements
Practice test material supplied by Culbridge ESOL. Photos
The author and publishers are grateful to the following for permission to Cover photo: Corbis
reproduce copyright material. While every effort has been made, it has not Advertising Archives for p.46 (item b); Alamy for pp. JO (bl) (Imagesrate),
always been possible to identify the sources of all the material used, or to trace 36 (I) (Digital Archive Japan). SO (t) (Christoph Papsch), 54 (ti (Mark Baigcnt),
the copyright holders. If any omissions are brought to our notice, we will be 68 (t) (Chuck Place). 71 (Arcblue), 78-79 (Maciej Wojkowiak), 86 (t) (3C
happy to include the appropriate acknowledgements ou reprinting. Stock): Alvey & Towers for pp.18 (mr). SO (r), 90 (r); Courtesy of Arbirron for
p.48 (bl; An Directors & TRIP for pp.46 (item e), 54 (br). 64 (extreme r): Rachel
Text Babington for p. 16, by kind permission; Camera Press for p.86 (br); Corbis for
pp.JO. 11, 13, 16, 17, 25, 32, 33, 34, 52, 61, 65, 68, 69, 72, 66, 88, 92 and IOI: pp.36 lb) (Tim McCuirc). SO (exrerne r) (Joson), 60-61 (Jim Craigmyle), 64 (m)
CambridgeAd1,anred teamer'« Dictionary,CambridgeUniversity Press, 2005, (Ricj Gomez). 72 (Jim Craigmyle), 74 (Helen King), 76 (r) (Chuck Savage), 89
www.dictionary.cambridgc.org. for various of the definitions: p.12: Corporate (r) (Tim Pannell), 89 (extreme I) (Scott Areman), 93 (Louie Psihoyos), 100 (Jose
Board Member Magazine for the text 'Who is responsible?' wriuen by Roh Luis Pelaez, inc.); Courtesy of Domino's PIZT.a for p.30 (b); Education Photos for
xenon. Reprinted by penmssion, Co,porateBoard MemberMagazine; p, IS: p.30 (t); Eye Ubiquitous for pp.24 (b). 115: Cllris Fairclough Worldwide Images
KnowledgeOWhanon for the text 'Leader of Virgin', pp.82-83: 'Giving for pp.94-95 (hr); Courtesy of The Falrtrade Foundation for p.102 (t); Fair Trade
employees what they want, p.130: 'Call centers: How to reduce burnout, Mt'dia for p.102-J03 (b) (Christof Krackhardt); Getty Images for pp. JO ltJ lZubin
increase efficiency', p.127: 'How to avoid the biggest mistakes', Reprinted with Shroff), 14 (Anderson Ross), 18 (t) (Reza Estakhrlan). 22 (t) (Ryan McVayJ,
permission from Knowlr.dgeO Wharton http://knowledge.wharton.upenn.edu. lb) (Justin Pumfrey), 28 (t) (DCA Productions). 29 (Sean Justice), 32 (Altrcndo
the online research and business analysis journal of the Wharton School of the Images), 40 (t) (Ingram Publishing), 46 (t) (Mitchell Funk), SO (m) (Kent
University ol Pennsylvania; p.22: TeamWorx Innovations for the text 'Chairing Matthews), 58 (t) (Thomas Northcut), 64 (t) (Camelot), 76 (t) (Peter Cade),
a meeting' taken from http://www.meetingwizard.org/meetings/chair a- 82 (t) (Stewart Cohen). 89 (m) (Ryan McVay), 90 (I) (David Buffington).
mceting.cfm. Used hy kind permission ofTeamWorx Innovations; pp.28-29: 94 (t) (Chabruken), 104 (t) (Pankaj & lnsy Shah/Gulfimagcs), 108 (t) (DCA
The Economist for the text 'Giving people wbat they want' by Shoshana Zuboff, Productions), 112 (t) (Stewart Cohen), 114 (Fredrik Skold); lmagestate for pp. 34
8 May 2003, p.47· 'The effectiveness of advertising' by Paul Markllle, 31 March (t). 40 (b); Gifford Engineering Consultancy for pp.32 (h). 34 lb) and 75, by kind
2005, pp.48-49: "larget practice' 31 March 2005, p.51: 'Motoring online' 31 permission; Haymarket Publishing for pp.46 (item a) and 52 for the screenshot
March 2005, p.87: 'Know future' 21 December 2000, p.101: 'CSR - wonhy of Alfa Romeo Spider. Taken from the website www.whatcar.co.uk, by kind
cause?' 20 January 2005, pp.114-115: 'Be prepared', 22 January 2004, p.115: permission; International Photobank for pp.110-111; Lebrecht An & Music
'Easy to lose', 22 January l004. c TI,e Economi" Newspa1>er Llmited; p ..~l: Pars Ubrary for p.69(1\-istrJm Kenton): MediaCom UK for p.48 (t) and p.53, by kind
International Corporation for the text 'Masters of the Customer Connection' permission: Ian Middleton Photography/Photographers<lirect.com for p.46 (item
written by Mindy Blodgett, excerpted from DO Magazine, IS August 2005, p.31: c); OnAsia.com for pp. 42-43; Nucor Corporation for p.12, by kind permission;
'Customer relauonsbtp management' written by Michael Johnson, excerpted Photolibrary.com for pp.92 (m, l & r). 112 (I); Punchstock for pp. JO (br & mr), 18
from Darwinmag.com, September 2001, p.65: 'Forecasting disaster' written (br) (PhotoAlto), 18 (bl). 54 (ml) (Digital Vision), 28 (b), 64 Ill (Comstock), 36
by Scott Kirsner, excerpted from Darwtnmag.com, July 2001. Copyright (mr) (Fancy), 40 (r) (Crcatas), SO (extreme I), SS, 59, 83, 86 (bl). (Bananastock).
c CXO Medla Inc. All rights reserved; p.33: 'How the JJ Group prepares SO (I), 54 (mr) (Uppercut), 58 (br), 89 (extremer) (Corbls), 64 (r) (Photodisc),
tenders' by Phoebe Hart, taken from the Business Link website, 88 (Goodshoot), 108 (b) (Glowimages). 112 (r) (Imagesource): Rex Featurt'S
http://www.businesslink.gov.uk . e Crown Copyright; p.42: Decision News for pp. 54 (bl), 64 (extreme I), 68 (br); Courtesy of Dr D. Sirota for p.82 (m):
Media for the text '!'leslle in Thailand' published on www.dairyreporter.com, Superstock for pp. 24 (t), SI, 58 (bi), 89 (I), 94 (bl); TIPS Images for pp.39, 46
11 June 2004: p.42: for the text 'The Philippine market' by Rosalie B (item d); Topfoto for p.68 (bl); Virgin Enterprises Limited for p.15 (Richard
Bemardino. Food and Agri Business Monitor, June 2001. Used by permission of Branson) by kind permission; Wolseley PLC for pp.104, 105 and 106. by kind
The University of Asia and the Pacific. Pasig City, Philippines; p.43: 'Nestle permission.
expands ice-cream lines in China' published on www.foodnavigator.com, 23
February 2002. Used by permission of Decision News Media (UK) Limited; Illustrations
p.60: Inc.com for the text 'Cracking the big company market' by Evelyn Roth. pp.LI, 21, 23 and 95 CRupcn Beasley; pp.41, SS, 56, 85, 90 Han Mcleod; p.53
Inc.Magazine,November 2002. Used by perrrussion of Inc.com; p.73: 11u·Economist for Chart 'Advertisers and their target audiences', 31 March 2005.
Clearlybusiness.com for the text "The impact of late payments on small p.84 Charts 'fatal accidents at work in the UK' and 'Work-related stress in the
businesses' taken from the wt'hsite www.clearlybusiness.com. Used by UK'. 26 August 2004. 0Toe Economist Newspaper Limited; p.64 CanoonStock;
permission of Clearlybusiness.com; p. n: AIIIAw.com for the rcxt '1'<'gotiating p.72 "2002 by Randy Glasbergen. www.glasbergen.com: p.96 Tim Oliver.
your office lease' by Celeste Marchland. Used by permission of AIU.aw.com; Every effort has been made to trace the copyright holders and we apologise in
p.103: The Guardian for the text 'The effon of ethics' by Oliver Balch JO March advance for any unintentional omissions. We would be pleased to insert the
2005, p.116· ·~estll' launch of fair trade coffee divides company's critics' by appropriate acknowledgementin any subsequent edition of this publication.
John Vidal, 7 October 2005. Copyright Guardian Sewspaper.; Limited 2005;
pp.104-105: Wolseley PLC for the text 'Wolseley's strategy' taken from the
Pboto research: Kevin Brown
website www.wolselcy.com. Used by kind permission of Wolseley PLC; p.106:
Design and Layout: Hart Mel.end
The Sunday Times for the text 'How Wolseley's boss plumbed to new heights',
by Andrew Davidson. c The Sunday Times, London 9 January 2005. Project management:Jane Coates
F.dited by: Catriona Watson-Brown
Logos Production controller. Gemma Wilkins
p 12: e Nucor Corporation; p.14: • Virgin Enterprises Limited; p.16:" Disney
Enterprises, Inc.; p.32: OGifford Engmeering Consultancy; p.33: o JJ Group;
p.48: "Medi.icom UK: p.102: Fairtrade logo. The use of the Fairtrade mark is by
kind permission of the Fainrade Foundation. The FAIRTRAIJR Mark, an
independent consumer label, is d certifrcanon mark and internationally
registered as a trademark by Fairtrade Labelling Organisations International
(FLO) of which the Fairtrade Foundation (UK) is a member; p.104: e Wolseley
PI.C.

8 Acknowledgements
Thanks
The author would like to thank the editorial team for their help, advice, guidance, enthusiasm,
feedback and ideas throughout the project. especially Charlotte Adams (Senior Commissioning
Editor). Sa II y Searby (Publishing Ma nag er). Jane Coates (Series Editor), Catriona Watson-Brown
(Freelance Editor). Gemma Wilkins (Production Controller) and Michelle Simpson (Assistant
Permissions Clearance Controller). Special thanks also to Susie Fairfax-Davies for using her
compendious list of contacts to search out and interview business people for the book, and thanks
to the iollowing people for kindly giving up time and agreeing to be interviewed: Rachel Babington
(Disney Channel). William Brook-Hart (Gifford Engineering Consultancy). Neil Ivey (MediaCom),
Philip Franks and Richard Coates (Wolseley PLC).
The author would also like to thank his Business English students at the British Council, Valencia,
from 2004 10 2006, who kindly and good-humouredly worked through and trialled the materials,
pointed out faults, suggested improvements and, by applying their business expertise, provided
essential input.
The author would like to give his warmest thanks and love to his wife, Paz, for her help, enthusiasm
and encouragement throughout the project. He dedicates the book to his son, Esteban, and his
daughter. Elena, with much love.
The publishers would like to thank Elaine Boyd for her invaluable feedback when reviewing the
course material.
Recordings by Anne Rosenfeld at Studio AVP (studio engineer: Dave Morrill).

Thanks 9
 Corporate culture
Getting started
1 Wor1< in small groups. Match the sentence beginnings (1-7) with their endings (a-g).
1 My company/organisation has a vision; ~ a for example, it doesn't have a dress code.
2 We have an entrepreneurial culture; (__ b I know where it's going; I share its goals.
3 People in my company are highly competitive; c the boss is autocratic, and we do as we're told without question.
4 My company is pretty bureaucratic; d there are lots of regulations and 'correct procedures'. We're
5 My company has a supportive culture; encouraged to do things by the book.
6 My company has a controlling culture; e we battle each other for promotion and for bonuses.
7 My company is quite informal; f when we need them, we're sent on training courses. Every
employee has a mentor.
g we're encouraged to look for new business and take risks.

2 Look at the words and phrases in bold above and

match them to the following definitions.
a person who gives another person help and advice over
a period of time and often also coaches them in their job
m.~i:?!'.9(
2 a set of rules for what you can wear
3 aims
4 demands total obedience from staff
5 extra amounts of money given to you as a reward
6 iollow the rules exactly
7 view of how the company will be in the future
8 involving risk-taking

10 Corporate culture
Aspects of corporate culture 02 2 Look at the list of aspects of company culture in
Getting started. Listen to the four speakers, and for
Talking point each one, decide which aspect of their company's
culture he/she mentions. Write one number by each
Discuss these questions in small groups.
speaker. You will not use all the numbers.
Which oi the things mentioned in Exercise 1 on page 10
Candela: Sonia:
are typical of your company's/organisation's culture?
Henry: Omar:
2 Which would you like to be part of your company's
culture? (If you don't work for a company or
organisation, talk about one you would like to work
for.) Task tip
The speakers talk about the subject without using the
Listening exact words in the list. You must listen for clues in what
they say to decide which is the correct answer.
You will hear four students on an MBA course discussing
their companies' cultures.

1 Before you listen, match these words or phrases Vocabulary

(1-10) with their definitions (a--j).
IZ Complete each of the phrasal verbs below with one or
1 mt-throat a informal meetings two words (the definitions are given in brackets). When
2 back-up b Internet company you have finished, check your answers by listening to
3 get-togerhers c making more efficient the conversation again.
4 sink or swim d paperwork
5 l starting .9.IAt .. (beginning)
red tape e responsible to the government
6 publicly standard by which you can 2 talk things (discuss thoroughly)
accountable judge the success of something 3 come ideas and solutions (produce
.., ideas and solutions)
I streamlining g fierce; not involving
consideration or care about any 4 stick (follow, obey)
harm caused to others 5 up (arrive)
8 dotcorn h struggle of individuals in a 6 ahead (making progress)
7 it boils to (the essential thing is)
competitive environment
9 yardstick succeed or fail without help
from anyone else
Speaking
10 1-.11 race support Work in pairs or groups of three. Describe the culture of
the company where you work, or a company you are
familiar with, using the following procedure.
• Before you speak, plan what you are going to say and
select words and phrases from the vocabulary you have
studied so far in this unit.
• Speak for about a minute.
• When you are listening to your partner's talk, think of a
question to ask at the end of it.

Useful language
I think there are three main aspects to my company's
culture: first, there's ...
Another feature is ...
Finally, I should say that ...
--...................... So, it's a good place to work, especially because ... I
I'd prefer it to be more ...
:rat -race

Corporate culture 11
 Creating a corporate culture

Reading
Company
1 Read this passage fair1yquickly and find out: background
who is responsible for influencing the culture within a company. Nucor Corporation is ,,, , hu '-mm· .I,
2 how company culture affects a company's performance. the largest steel producer
in the United States. It is also the nation's
3 what weakness many companies have with regard to corporate culture.
largest recycler.
2 When you have finished,discussyouranswerswith a partner.
3 Choosethe correct sentence(~) frompage 13 for each gap in the
text (1-6). There is one sentenceyou will not need.

H
ow should a director think about Even so, many directors are less
the "corporate culture" of the comfortable dealing with issues of
company on whose board he or corporate culture than they are with
F Kenneth Iverson
she serves? Consult a management more easily quantified concepts like
text on organizational culture and you'll profitability or market share. Says are no company cars or corporate jets.
find a chapter or more of definition Edward Lawler, a professor at the The company offers four-year
which boils down to something like "a University of Southern California: scholarships to children of employees
pattern of shared basic assumptions." "3 An understanding of corporate to help them pursue higher education or
Peter C. Browning. dean of the culture is one of the main things missing vocational training after high school.
business school at Queens University, on boards, but they really need it if When business is slow. Nucor reduces
North Carolina says: "Every they' re going to monitor what's going hours but doesn't make workers
organization has a culture which on inside the corporation." redundant. There's a highly effective
manifests itself in everything from So what should directors be doing incentive program. 5 Ditto for the
entrepreneurship to risk-taking all the to evaluate corporate culture, and what shareholders: Nucor's total return to
way down to the dress code. 1 .<?. .. " In actions can they take to influence it? investors last year was 37.9%, better
some cases. it can do both. Recall how Peter Browning's favorite example than almost two-thirds of the other
IBM's insular. conservative culture first is Nucor, the steel company. Nucor's companies in the Fortune 500.
helped the company soar to success- culture, which he describes as To ensure that Nucor's
and then nearly destroyed it before a "extraordinarily powerful, effective, and collaborative, trusting culture
new CEO, Louis Gerstner. arrived in unique." can be traced back to the continued, Browning recounts how he
1993 and saved the company. values and vision of its legendary "went out and visited innumerable
Browning considers corporate founder. F. Kenneth Iverson. The Nucor factories. I walked around, talked with
culture an important part of a board's story-of an egalitarian, collaborative, people on different shifts." Then he
responsibilities. And he's not alone. In a high-performing business that's been made sure the other non-executive
recent survey, an overwhelming consistently profitable in a notoriously directors did the same. 6 "It was
majority of directors say that culture tough industry-has been recounted in important for the board to get to know
has a powerful effect on their dozens of newspaper and magazine the culture so that we could support the
company's ethics, risk-taking, and articles and books: 4 Although the next generation of management as they
bottom-line performance. 2 . company earns $6.3 billion in revenues move forward, while preserving the
Furthermore. 79% say they believe a and has 9,900 employees, it has fewer values that really distinguish this
board can alter a company's culture. than 60 people in management. There company," Browning says.

From Corporate BoardMember

12 Corporate culture
A The result is that employees have come to trust Grammar workshop
management and share its vision.
B And having a supportive culture can produce surprising Defining and non-defining relative clauses
gains in terms of productivity.
C CEO, Daniel R. DiMicco, answers his own phone and 1 Read these five extracts from the text. Find and
email and shares an assistant with CFO, Terry Lisenby. underline the five relative pronouns.
D Most boards are poorly equipped to deal with their How should a director think about the "corporate
organization's corporate culture, because their staffing culture" of the company on~ board he or she
is not right. serves?
E The entire board now goes once every year to a mill or 2 Consult a management text on organizational culture
plant and spends two days observing operations and and you'll find a chapter or more of definition which
talking to workers and managers. boils down to something like "a pattern of shared basic
F When asked to rate its importance for these issues on a assumptions."
scale where 1 equals "greatly affects" and 10 means "no 3 Every organization has a culture which manifests itself
effect", the respondents ranked corporate culture at 2. in everything from entrepreneurship to risk-taking all
G It can be a very powerful influence for good, or it can the way down to the dress code.
get companies in lots of trouble. 4 An understanding of corporate culture is one of the
main things missing on boards, but they really need it if
they're going to monitor what's going on inside the
Task tip corporation.
Look at the clues in the sentences, e.g. in A, what has 5 Nucor's culture, which he describes as "extraordinarily
caused the result that is mentioned? In F, what does these powerful, effective, and unique," can be traced back to
issues refer to?
the values and vision of its legendary founder, F.
Kenneth Iverson.
2 Decide which relative pronouns above could be
Vocabulary replaced with that.
Match these words and phrases from the text (1-7) with C page 26 (Defining and non-defining relative
their definitions (a-g). clauses)
board----;> a dismiss employees. so they no
longer have a job Talking point
2 bottom-line ~ b group of people appointed
performance to manage a company Discuss these questions in small groups.
3 revenues c money earned from sales • Why is it important for a company to have a strong
4 make workers d people who own shares in corporate culture?
redundant a company • What sort of culture would work best for you?
5 shareholders e set periods of time when • What aspects of corporate culture do you think can
people work, e.g. 6 a.m. to have a negative effect on performance?
2 p.m. • What things can managers do to change the corporate
6 return the amount of profit on an culture of the company where they work?
investment
7 shHts g whether the company makes a
profit or a loss Task tip
• Before you start discussing, take a little time to think
about what you want to say.
• You can talk in general, but try to give examples from
your knowledge and personal experience, too.
• Make sure that everyone in your group has a chance to
express their opinions.

Corporate culture 13
 Leaders and managers
Getting started
1 Read each of these things people said about their business leaders or managers (1-8) and
match them with one of the qualities or skills listed in the box (a-b).

2
'Amongst other things, she has this tremendous
ability to see how things could be in the future, 'He's just great at producing new, unusual ideas.
things other people would never have thought of.'
and how the organisation should develop.'

4
3 'I'd say one of his strong points is his ability to
get down to the nitty-gritty; nothing is so minor
'I really like the fact that he gives us all plenty of that it escapes his attention.'
responsibility. We all feel so empowered.'

6
5
'One thing I have to say about him is that he has 'One thing she's particularly good at is problem-
excellent people skills; he can handle even the solving. You know, in our line of work we seem to
most awkward member of staff.' go from crisis to crisis, but she seems to be able
to get everything running smoothly again.'

7
'She has a totally practical approach. I mean, she
8
doesn't just sit in her office theorising. She rolls
up her sleeves and gets down to work with the 'She's just excellent at getting her ideas across.
rest of us.' To give you just one example .. .'

a A hands-on approach e Good interpersonal

b Ability to delegate skills Great leaders and great managers
c Attention to detail Originality
d Good communication g Trouble-shooting skills Reading
skills h Vision
Company background
Started in 1971, the Virgin Group operates in a wide
2 Discuss the following questions in small groups. range of markets, from music to finance and travel.
Which of the above skills or qualities do you think are
necessary for business leaders, which for managers and
1 Before reading, discuss in small groups what you
which for both? (Write 'L' for leader, 'M' for manager or
know about Richard Branson and Virgin.
'B • for both by each of them.)
2 Add three other skills or qualities to the list and say 2 Skim the web page very quickly (in two or three
whether they are more necessary for leaders, their minutes) to find out what qualities Branson has
managers, or both. which make him a good leader.

14 Leaders and managers

l:l teader of Virgin
-en
= R
ichard Branson - the founder and owner of the Virgin
Group, an empire of 350 companies that includes
Virgin Atlantic airlines as well as ventures in other
and I have to be willing to step back. The company must be
set up so it can continue without me.'
In order for this process to work, employees must be

-a:
industries like telecommunications, trains, cosmetics and happy. Branson says his philosophy of 'look for the best and
credit cards - says his goal is to turn Virgin into 'the most you'll get the best' helped him build an empire recognised
respected brand in the world'. Branson's skill as a brand for its young, fun culture. 'For the people who work for you
builder is one of the reasons underlying his longevity as a or with you, you must lavish praise on them at all times,'

Ill business leader.

It is difficult to separate the success of the Virgin brand
from the flamboyant man behind that brand. He travels the
Branson says. 'It's much more fun looking for the best in
people. People don't need to be told where
they've slipped up or made a mess of

m world weekly, reinforcing his good-natured, visible, jet·

setting, billionaire reputation - a reputation like the
reputation of the companies he owns. 'Generally speaking, I
something. They'll sort it out themselves.'
Branson feels strongly that if an employee is
not excelling in one area of the company, he

1:1
think being a high-profile person has its advantages,' he or she should be given the opportunity to
says. 'Advertising costs enormous amounts of money these

a:
do well in a different Virgin Group job.
days. I just announced in India that I was setting up a Firing is seldom an option.
domestic airline, and we ended up getting on the front Motivational strategies extend to

Ill pages of the newspaper. The costs of that in advertising innovative ideas. The key to encouraging

:a terms would have been considerable.' innovation within the Virgin ranks,

-a:
What is the most important quality of a good leader? suggests Branson, is to listen to any and

u
'Being someone who cares about people is important,' he all ideas and to offer feedback. Employees
says. 'You can't be a good leader unless you generally like often leave companies, he reasons,
people. That is how you bring out the best in them.' because they are frustrated by the fact
How does a man who owns 350 companies get it all that their ideas fall on deaf ears. Interaction between
done? Branson places enormous value on time-management employees and managers is fundamental.
skills. As chairman of a large group of firms, Branson says he Branson has developed a level of trust with his top
spends about a third of his time on trouble-shooting, managers by setting the direction and then stepping back to
another third on new projects, both charitable and business, let them navigate. 'I come up with the original idea, spend
and the last third on promoting and talking about the the first three months immersed in the business so I know
businesses he has set up. 'As much as you need a strong the ins and outs, and then give chief executives a stake in
personality to build a business from scratch, you must also the company and ask them to run it as if it's their own,'
understand the art of delegation,' says Branson. 'I have to explains Branson. 'I intervene as little as possible. Give them
be good at helping people run the individual businesses, that, and they will give everything back.'

From http://www.knowledge@wharton

3 Read the text again and check that you have 4 How, according to Branson, can you ensure optimum
understood the main points by choosing the best performance from staff?
answer, A, B, C or D, to these questions. A By having an enjoyable corporate culture
B By pointing out your employees' mistakes
What is Branson's business aim?
C By dismissing incompetent workers
A To diversify Virgin's activities
D By telling people that they are performing well
B To make Virgin a global company
5 Why, says Branson, do many businesses lose good
c To survive longer than other business leaders
employees?
D To enhance Virgin's brand image
A Managers do not listen to employees' suggestions.
2 What, according to Branson, is the business advantage
B Managers do not know how to communicate with
of being well known?
staff.
A It is easier to establish new ventures.
C Managers do not encourage innovation.
B It saves money on publicity.
D Managers do not delegate.
c He is offered special advertising rates.
6 How does Branson optimise performance from his
D It makes his brands easily recognisable.
CEOs?
3 What, for Branson, is the key to managing his workload?
A By giving them specialist training
A Being continuously involved at all levels of the
B By giving them a financial interest in the company
enterprise
C By giving them a three-month trial period
B Concentrating on problem-solving
D By offering them innovative ideas
c Making his companies independent of him
D Continually expanding his empire

Leaders and managers 15

 Vocabulary 1
Task tip
Find words or phrases in the text which mean the Before you listen, read through the notes and predict:
following. • what type of information you will need in each gap
l someone who establishes an organisation (para. 1) • what type of words (nouns/adjectives, etc.) you will need.
.fo.ur.td~r.
2 a new activity, usually in business, which involves risk
or uncertainty (para. 1)
3 which are real but not immediately obvious (para. 1) (?ood k,~ .
4 very confident behaviour (para. 2)
• have- 1 r i.e, ~ ma/ct:. the- Mir1e.<;~ pYl)~~
5 from the beginning (para. 4)
6 say a lot of nice things about (para. 5) • ir1~pil'C, ~1dff.
7 made a mistake (para. 5) Mar1a~ ck.al witii the- 2 of lc:-acJut;' idc-K
8 dismissing (para. 5)
9 completely involved (para. 7) (?ood I~ al~ ...
IO the detailed or complicated facts (para. 7) • avoid be.i~ ~ ~ .
11 share or financial involvement in a business (para. 7)
• al'C, not~ involvc-d whc-11 wt>rl::.i~witii
Talking po nt .,. ····················
• !}vc- pc-oplc- the- 5 thc-ir- prof-e,.<;~ior1al live.<;.
Discuss these questions in groups of three.
• How much of Branson's leadership style do you think is
a question of personality, and how much is a question
of technique? Grammarworkshop
• Which things do you most admire about Branson's
leadership style? As or· like?
• Would you like to work for him? Studythe examplN from the text about Richard
Braneon (a-d) and say which one Includes u or lllce In a
Listening eense1hat...
al Listen to Rachel Babington, Head of PR at Disney 1 means 'he is that thing' (e.g. a brand builder)
Channel UK, talking about leaders and managers. 2 means 'for example' or 'such as'
Complete the notes at the top of the next column, using 3 means 'similar to'
up to three words In each gap. 4 is included in an expression which means 'and also'
5 can be used with adjectives or adverbs as a form of
Company background comparison
Disney Channel is a cable TV network run by a ... an empire of 350 companies that includes Virgin
The Walt Disney Company and started in 1983.
Atlantic airlines as well u ventures in other industries
(0 Disney Enterprises, Inc.
like telecommunications, trains, cosmetics and credit
cards ...
b Branson's skill as a brand builder is one of the reasons
underlying his longevity as a business leader.
c ... reinforcing his good-natured, visible, jet-setting,
billionaire reputation - a reputation like the reputation
of the companies he owns.
d As much as you need a strong personality to build a
business from scratch, you must also understand the art
of delegation.
E) page 27 (Some meanings of as and /Ike)

16
 Vocabulary 2
Match these managementexpressions(1-n with their definitions (a-g).
time management a direct management of staff
2 quality management b how a company tries to control its brands and brand image
3 line management c level between senior management and junior management
4 middle management d managing systems in a company so that each department works effectively and
produces products of the required standard
5 brand management e process of dealing with difficult situations
6 crisis management process of assessing and measuring possible dangers and evolving strategies to deal
with them
7 risk management g the skill of administering your time so as to work effectively

Managing staff Talking point 2

Work in groups of three or four.
Talking point 1
Yourlocal Chamber of Commerce has asked you to
Discuss these questions in small groups. investigate ways of motivating staff in local companies in
• What things can managers do to get the most from their order to produce a happier, more effective and more
staff? productive workforce. Study these ways managers can
• What typical mistakes do managers make when motivate staff:
managing staff? • performance pay and bonuses
• annual performance reviews/appraisal
Listening • competitions for new ideas
You will hear Rachel Babington talking about • empowerment
empowerment. • working in teams
• regular training
1 Before you listen, work with a partner and predict
what she might say to complete the notes below.
1 What are the advantages and disadvantages of each?
2 Add two or three more to the list.
II 2 Listen and complete the notes on what she says, 3 Which would you recommend companies in your area
using up to three words for each space. to adopt and which would you ignore?

U'llpot,.)UTllfflt ~~
Workers empowered.- b~: People. need.:
=9
.J - _, .J '·- u.. . b' S 1
u,eu-. JO . i i.n tne. ftAw.re. to work towo..r<:Ls
· bw,g giNen 2- of t:nci.r job. re.o..sono.bl..e. work pressures
o.. 5 to help t:nem progre.ss.
Cho.r,g~ i.n mcaN9unfflt s~
In Lo.st. t.en ~ea.rs, ma.n~ement. ho..s on~
di a.ng ed. o..t. o.. 3 . . . . . . . . . . . .

Leaders and managers 17

 Internal communications
Getting started
1 Discuss these questions in small groups.
Which of the methods in the box do you use most
often for communicating with colleagues?
2 Does your choice depend on ...
• who you are communicating with?
• the purpose of the communication?
• something else?

email
one-to-one interview
memo
meeting
handwritten note
notice on the notice board
suggestion box
article in the in-house magazine
informal chat
phone call

2 What methods from Exercise 1 would you use to Internal messages

communicate each of the following Inside a
company? Reading
1 Informing office staff of a visit by senior managers (you 1 Read the folK Internal messages (a memo, an email, a
are the office manager). note and a notice) on page 19. Decide which of these
2 Reminding staff about the annual meeting to discuss the statements (1-8) refers to which message (A-0).
sales budget and sales targets next Wednesday morning.
3 Asking for staff suggestions on ways in which
1 Could you deal with this urgently? !kl
production could be streamlined. 2 Employees can arrange how they want to put this
4 Informing a manager that his present job is being change into effect. D
transferred to another office in another city (you are the 3 I realise my colleagues are making a considerable
human resources director). effort. D
5 Communicating the need for better timekeeping to 4 I've got a technical problem. D
unpunctual staff (you are the team leader). 5 It's important to keep costs within the agreed limits. D
6 Informing staff about changes in the way they will work 6 This is where you can find further information. D
(you are the managing director). 7 We want to be able to check the types of problems
7 Asking your assistant to address envelopes and send our clients are having. D
letters (he's out al lhe moment and when he comes 8 Working practices will undergo some
back, you'll be in a meeting). reorganisation. D

11 Internal communications
A memo B email

»
To: New Product Development Team 0.lfle Reply Reply All fOMilld New ~llboltH Get ~· junk
From: Max Faure
To: Jennifer Lang
Subiec:t: Timekeeping
From: Mohammed Aziz
Subject: Our phone conversation
Dear all,
I've noticed in the last few weeks that a number of Hi Jenny,
team members have been arriving late for work Good to talk to you on the phone this morning, and thanks for your
and, as a result, arriving late for our dally team useful ideas. Here's a summary of what we decided. Let me know if
meetings. This unfortunately means that: you disagree or understood something different from the points
• the meetings themselves start late and as a below:
consequence, we don't have time for all the
• Customer-service staff to work half an hour more Mon-Thurs and
items on the agenda
have Fri p.m. free in lieu.
• valuable time is wasted while latecomers are
Members of existing staff to organise rota amongst themselves so
updated on discussions and decisions.
that there is one member of staff on duty on customer service desk
I'm very aware of the hard work and long hours on Fri p.m.
you are all putting in on this project, so, rather • I will advertise and recruit one more part-time post to provide
than speaking to the individuals concerned, I extra cover at peak times.
would ask you all to please make an extra effort • Staff to keep a computerised record, from now on, of all customer
with timekeeping. This will help to ensure that the queries and complaints and the action they have taken.
project finishes on time and within budget.
BW
Many thanks,
Mohammed
Max

C note D notice

IMPORTANT
C-ar-1, Visit from Haneul Corporation
5ol'YI! - IIO ti~ to ~r,a~ to tu - As you wUl &lready know, we are engaged in important ~ODS for a.
oont.ract to supply Ha.n8ul Corporation. As a. result of tbia, & group of senior
diru-to~' w,u.fi~ ~t,yfi11~ Ill ~ managers from the Ha.n8ul Corporation wUl be vlstttng our offloee on Wed 29
Mill~. C..a11't ?ft M, pril!'h:¥ to won:. and Thur 30 April. The visit w1111nclude m.eettngs wttb the boa.rd of direolors
- pk uJ ,011 print Olli" & uvc:.lo~ and the m.a.rk8t1ng department. We shall also be showing them round the
for- ~ ,y
le:.~ Oii pri~Y afld
offices and the product.ton fa.allltles during the course of the two d.qs, so they
w1ll be meeting staff on an lnformal ba8ls. I'm sure you Will &ll make them
~t & lc:.+tc:.~ a~p? 1l,a11~, feel ve'f'Y welcome.
The provlslon&l progr&mme for their V1s1t, wblch you can t1nd on the Intra.net
Ja11iu- under Forthcoming Events, w1111ncludecoffee and a. obat on~
morning from 10.00 to 11.00. Please let 11\Y' PA. llel&nie Ehlers,
know 1f you would like to attend.
Many thanks
:Manfred Soh'llller
CEO

2 Work in pairs. Read these statements (1-7) about the style and match them to the messages (A-0).
Some statements refer to more than one message.
1 None of these messages is written in a very formal style, but this is the most formal. ... P....
2 Some of the sentences in these messages are not complete sentences.
3 There are some abbreviations in these messages.
4 These messages use bullet points.
5 This is the only message which does not have a subject heading.
6 This message contains informal punctuation.
7 This type of message does not need to be addressed to anyone.

Internal communications 19
 Writing 4 As you probably , Don Grant will be retiring at the
end of this month and .
1 Work in pairs. Choose one of these tasks (1-4). 5 Just a brief .......... to say .
Decide what would be the most appropriate fonnat 6 Thanks for this information. In .......... to your queries ...
for your message (memo, email, note or notice) and 7 Many thanks in .......... for your co-operation.
write your reply together. 8 Further can be obtained from .
1 Reply to the memo. Apologise for your poor time- 9 I look forward to from you.
keeping and explain the reasons for it (e.g. heavy
traffic). Suggest team meetings be held later. Grammarworkshop
2 You are Jenny: reply to the email - there are two points
you think are not exactly what was agreed. Point these Future simple or future continuous?
out to Mohammed.
3 You are Carl: reply to the note - you printed out the 1 Read the four messages again and underline the
envelopes, but haven't posted the letters. Give a reason. examples of the future simple (w/1/ do) and future
Also, the technician has fixed her printer. Say what was continuous (will/shall be doing).
wrong. 2 Complete these rules for using the future simple and
4 Reply to the notice. You want to go to the coffee and future continuous (1-4) with one of the phrases (a-d).
chat (give a reason). Ask if this is possible.
1 The future continuous is often used ...
2 Exchange your message with another pair of 2 The future simple is often used .
students. Discuss how the messages could be 3 The future simple is also used .
improved. 4 Stative verbs (e.g. know) are not normally used ...
a in continuous tenses.
b to express a decision, promise or offer.
Useful language
c to express the writer's opinion about a future event.
Thanks for your email, etc.
d to talk about future plans and arrangements.
Just a brief note to say I let you know . . . t
There are a couple of things I'm not sure about: ... 3 Say which of the verbs you underlined in the

---
Do call me if you'd like to discuss this further. messages are examples of each rule.
Apologies for ... This has been due to I this is because ...
_.. ........,_.. E) page 27 (Future simple or future continuous?)

Vocabulary Advice for communicating with colleagues

1 Work in pairs. Decide what these abbreviations from
the messages mean.
Listening
BW 4 cd 7 PA You will hear four people at a training workshop giving
2 mins advice on how to communicate effectively with colleagues.
5 yr 8 CEO
3 pis 6 asap • 1 Listen and decide which piece of advice (A--H) each
speaker gives.
2 Complete the phrases (1-9) used in written
messages with the words from the box. A Avoid interrupting their work
B Always be polite
advance answer details further good C Keep to the point
hearing input know note roieroAee D Be grammatically correct
E Avoid over-formal language
F Don't send too many emails
1 With
1 . reierence
.. .... .. ... .... .. . t o your memo conceming tr ammg
· ·
G Have an email routine
courses in negotiating skills, ...
H Send a clear message
2 to our discussions this morning, it occurs to me
that . Larry: Magdi:
3 talking to you on the phone this morning and Marina: ........ Therese:
thanks for your very useful to this project. 2 Work In pairs. Which advice do you agree with? Is
there any advice you disagree with?

20 Internal communications
 Vocabulary
• Listento the recording again and read the transcript Oh he rt the Fee1iooa Toya contract '
printedat the back of the book at the same time. And
wordsor phruee which mean the following.
1 do something in a way that is too extreme
2 stop working, usually at the end of the day
3 walking into a room quickly, without being invited
4 question
5 polite behaviour
6 having to work too much

Writing
1 You all work in the same company.Work in pairsand
choose one ofthese tasks (A-C).
2 Pass your memo, email or notice to another pair of
Task A
students and do one ofthe tasks below. (Before
writing, decide whether you should use a memo,
lwrite a memo to your dep~ment:
email, note or notice to reply.)
• informing them about a change in working

l
procedures which is going to be implemented Task A Reply to the memo
explaining the reasons for the change • saying that you think the change(s) are unnecessary,
inviting suggestions for further changes. and explaining why
• suggesting an alternative procedure.
Tusk B Reply to the email
TaskB
• explaining why he/she is not ready for the post
lwntean email to your manager (who is on an -i • suggesting you discuss the matter together when you
I ~~~ended business trip): j
return from your business trip.

'l •.
Task C Reply to the notice
1 • informing him/her that you wish to apply for a post
• expressing congratulations about the contract
in another department of the company
• saying you will attend the celebration
explaining the reason(s) why you are applying
asking him/her to recommend you for the post. Pass your reply back to your colleagues.
-- ---
ThskC Talking point
It is often said that a good manager must be a good
Write a notice to all staff: communicator.Work in small groups and discuss these
• telling them about a big contract the company has questions.
landed

•l _
• How true do you think this is?
• explaining why it's so important
• How can managers learn to communicate better?
• thanking them for the part they played
• What can managers do to improve communications
informing them that there will be a celebration in
within their organisations?
the office.

Useful language
Well, I think there's a real need (in companies) for ...
Another requirement of managers is ...
One weakness which many managers have is ...
Where many organisations fail is ... , and so managers
should ...
Managers have to make sure that I ensure that ...
Another thing we should take into consideration is ...

Internal communications 21
 Chairing meetings
Getting started
Chairing a meeting means ensuringthat a meeting
Discuss these questions in small groups. 1 /?. its aims. The meeting should have been
• What is the function of the chair (or chairperson) at a 2 for a specific purpose, and all discussion at the
meeting? meeting must be conductedto this end. These are some
• What personal qualities should a good chair have? of the skills required:
• What things should a chair do to make sure a meeting
achieves its aims?
Impartiality
• Does every meeting need a chair? A chairman should ensure that all participantshave an
opportunity to express their point of vie'N.
Advice for chairs Assertiveness
Ensuringthat everyone gets a(n) 3 will almost
Reading
certainlyinvolve stopping someone from dominating the
You will read some advice for people chairing meetings. 4 The more 5 the issue, the more likely
The advice comes under four headings: impartiality, you are to requirefirmness,although phrases such as 'I
assertiveness, staying on course and summarising. think we should hearfrom Ms. Smith on this' or 'Can we
have some comments from the engineeringdepartment
1 Before you read, discuss in small groups: what on this?' should be sufficient in most cases. Once you
advice would you give about these four aspects of providethis opening, however, you need to ensure that
being a chair? there are no interruptionswhile the next speaker has
their& .
2 Read this advice for chairing meetings (ignore the
gaps for the moment). Was the advice the same as Staying on course
yours or different?
A chair must 7 the importanceof each item on the
agenda, and 8 time to each topic as required. If
one issue begins to dominate,the chair must take
control. You might 9 a further meeting to discuss
the issue at a later date, or that the main parties
concerned could continuethe discussionat the end of
the meeting.

Summarising
Summarisingcan be used at the end of a meeting to
ensure that everyone has a dear 10 of what took
place or what action is naw required. It is a skill which is
11 fora chair and which requiresactive 12 .
You have to state oonciselywhat was said and end with a
clear statement about what is expected to happen next ..t.
and what each participant has agreedto do. T

From http://www.meetingwizard.org

22 Chairing meetings
 3 Read the text again and choose the best alternative, A, B, C or 0, for each gap. This 4 Compare your answers
will help you to study a number of useful collocations connected with meetings. with a partner and
I A meets ·,!· achieves C arrives D manages discuss the following.
2 A summoned 8 required c called D gathered • Which do you think is
3 A listening B attention c notice D hearing the best advice? Is there
4 A procedure B proceedings C dealings D undertakings anything you disagree
s A contentious B argumentative C disagreeable D quarrelsome with?
6 A speak B say C state D opinion • What training could you
7 A assess B advise C weigh D appraise give someone to become
8 A share B set C budget D allot a good chair?
9 A suggest B advise C indicate D move
10 A insight 8 preview C hindsight D overview
11 A valueless B invaluable C valued D priceless
12 A hearing 8 audition C attention D listening

Key phrases for chairs 5 Jane, could you give us your on this?
6 So, if I could just up, what you think is that .
Listening 7 Thanks very much for that. Now can we hear what
other people to say?
You will hear five different extracts from business meetings 8 Look that's all very interesting,but can we keep .
where people are discussing problems. the issue in hand?
:-1 Listen and for each meeting (1-5), decide which 9 So, in a nutshell, you think is that .
10 Well, we don't have to decide on this today. Let's think
problem (A-H) is being discussed.
. it a bit more and come back to it next week.
Meeting 1: Meeting 2:
11 Now, let's take a five-minute and then start on
Meeting 3: . Meeting 4:
point number 6.
Meeting S: .
12 So we need more information on this issue. Sandra, can
A How to deal with a late payer you into it for the next meeting?
B How to improve timekeeping 13 So, in , we've agreed about where we're going to
C Whether a product is suitable stay ...
D Who would be the best person for the job 14 Well, thanks all of you for your time. I think this has
E Which would be the best hotel to use been very profitable, and we'll meet again to talk about
F How to treat a potential customer the points on Wednesday4th at the same time.
G When to hold an event See you all then.
H Why a deadline can't be met
:, 3 Listen to the conversations again to check your
2 Complete these sentences (1-14), used by the chairs answers.
of the meetings, with the words from the box.
4 Classify each of the sentences from Exercise 2 by
writing a number In the table below.
about break copy ~ have look
minutes other purpose sum summary r ·- --- --- -
Starting and Asking ; Keeping the TSummarishlg.
to views what managing a for other meeting I
i meeting opinions focused
1 OK, let's ..6~ .. started.
2 Has everyone got a of the agenda? 1
3 Would anyone like to take , or shall we just keep
a list of action points?
4 Thank you all for coming. The of this meeting's
to ...

Chairing meetings 23
 Holding meetings
Speaking
Work in groupsof four or five and take turnsto chair the meetingsbelow. Each meeting shouldtake about five or
six minutes.
The chair should: The other attendees should:
• start and administer the meeting • study the agenda of the meeting beforehand
• get everyone's opinions and give everyone a chance to speak • quickly prepare a few ideas or opinions.
• keep the meeting focused
• make sure the meeting finishes on time
• summarise discussion points or decisions when necessary.

Meeting I
You work for a large company. Your meeting is to consider the
regional sales conference to be held next autumn. You have the
following points on the agenda:
• conference location (somewhere attractive and enjoyable)
• length of conference
• suggestions for entertainment of delegates during conference.

Meeting2 Meeting3
You work for a medium-sized company. Each of you is from a Your company is thinking of moving its head
different department. The chair is the training manager. The office. You are meeting to discuss this. Points on
meeting is to discuss training needs for next year. The points the agenda are:
on the agenda are: • where the new head office should be located
• training needs for managers (city centre/ near the airport. etc.)
• training needs for other staff • design of the offices (open plan, individual
• training budget (the company has a turnover of $7m and offices, etc.)
gross profits oi $2m p.a.). • facilities for staff which should be provided.

Meeting4
You are all senior sales personnel. Your company is expanding
rapidly. and you are going to take on new sales staff. Your
meeting has the following agenda:
• whether to recruit experienced sales people or train up
relatively inexperienced sales people
• the most suitable incentives for new sales staff.

Meeting 5
You work for the sales department. An important customer is
visiting the company next week. Your meeting is to decide:
• where she should stay
• how to entertain her
• who she should meet when she visits the company.

24 Chairing meetings
Vocabulary
1 Study these common words and expressions used in connection with meetings (1-8) and match the words in bold
with their explanations (a4'1).
Which meeting was the most productive? a a complete waste of time
2 Were any of the meetings totally unproductive? b digressing
3 Which chair was most successful in making people c misunderstand what someone was trying to say
stick to the point?
4 Was anyone guilty of wandering off the point? d results
5 Did anyone miss the point? e express their opinion
6 Did any of the chairs let the meeting run over time? f take longer than scheduled
7 Did all the participants get a chance to make their point? g talk about the matter in hand
8 Did all the meetings have satisfactory outcomes? h useful
2 Work with a partner. Discuss the meetings you have just held by asking the questions above.

Summarising action points

Reading
Task tip
Checking writing for mistakes is an important business Although you have to fnd adra words In llnes, the mistakes
skill. Read this memo from a chair to participants in a ere at sentei IC9 level, so you ahoud raad the text sentence
meeting. In most lines, there is one word which should by sentence, rather than lne by lne.
not be there. Write the extra word in the space on the right.
If you think a line is correct, write correct in the space.

Writing
To: Departmental Heads Write a memo to your
From: Human Resources Director colleagues summarising
Subiect: Meeting to discuss new recruitment procedures the action points and
decisions taken during the
Dear colleagues, meeting you chaired. Use
Many thanks for attendingJd' the highly productive meeting held yesterday 1 .. :t.a.. the corrected memo as a
and apologies also for letting it run somewhat over time. I hope this did not 2 model if you wish.
cause any of you too much more inconvenience.As promised at the end of 3
the meeting, here is the list of action points and decisions which we were 4
agreed on during the meeting:
1 The HR Director will look into the suitability of doing psychometric tests 5
for all of applicants to management positions within the organisation and 6
report you back at the next meeting in a month's time. 7
2 In future time, when interviews for posts in the company are held, a 8
trained interviewer from the HR department will chair the interview 9
panel and the head of the department concerned will also be at present. 10
3 The HR Department will design a standard application form intending to 11
be used by candidates for all posts at all levels in the company. 12
4 The HR Director will propose in writing down to the Board of Directors 13
that there should be made a change in company policy to the effect that 14
all vacancies should, if possible, be filled up internally and that external 15
applications should only be sought for if no suitable internal candidate 16
can be found.
Many thanks for your contributions on these subjects.
Amalia Fayed
Human Resources Director

Chairing meetings 25
 Defining and non-defining relative clauses

• Defining relative clauses are used to define what we are talking about. They give essential information:
The contract which we want to negotiate will run for six years.
The relative clause (in bold) tells you which contract is being talked about.
• Non-defining relative clauses give extra, non-essential information:
My contract, which I negotiated last week, runs for six years.
Youalready know which contract - it's my contract - and which I negotiated last week does not tell you which
contract is being talked about.
Both defining and non-defining relative clauses use the following relative pronouns: who, umom", which. whose, where,
when, why. There are differences in grammar:
Defining relative clauses Non-definingrelative clauses
• have no commas • use commas (or pauses in spoken English)
• can replace who or which with th.at • do not use that
• can omit who, which or that when they are the object • cannot omit the relative pronoun
of the clause:
The contract we want to negotiate will run for six years.
(We is the subject and the contract [which] the object of the clause.)
• whom is used instead of who when preceded by a preposition in formal written English, e.g. The person to whom you
are referring is unfortunately no longer employed in this company.

1 Wrtt.e a ralative pronoun Ineach apace, or•-• If a 10 The woman we really want for the job is asking
relative pronoun la not nee 11111 • y. for rather a lot of money.
1 My company has introduced a strict dress code, w.h/9.h. 2 Join theee wrtencee from an emall about a NpOrt
we will all have to adhere to. Ullng a ralatlve clame.
2 The company culture l admire most is Microsoft. 1 Thank you for circulating the report. You wrote it .
3 The new product launch, we had all worked so .. .T.h~.t:!k.Y.e!!.f.9.r.PJ!'f.l!.{~!16.~~-~~r.P..(~!~h.~). ....
hard for, was a disappointment. .. Y.el.J wn,t;e •............................................................................
4 He had forgotten about the budget-planning meeting, 2 The head of the department would like to discuss it
.......... incidentally is being held in the boardroom, untll with you. I work there.
I reminded him. 3 She would like several of the marketing people to be
5 The report he wrote was well received by the present at the meeting. You obtained their input.
board of directors. 4 Could you suggest a time? It would be convenient for us
6 Mr Samuels, you met last year, is taking over as to meet then.
chief accountant. 5 Please pass my congratulations to Andy Drake. He did
7 The sales manager left the company last month is the graphics.
now working for one of our main competitors! 6 The report contained a number of statistics. I thought
8 Our former sales manager, left the company last they were surprising.
month, is now working for one of our main 7 I had an interesting conversation with Marta Kalitza.
competitors! You included her comments in the conclusion.
9 He turned the company around at a time things
were going badly for us.

21 Grammar workshop 1
Some meanings of as and like 8 Several departments, such b\ldseting and
aa:ounts, are going to be amalgamated .
A.t 9 There are several aspects of our culture. not
You use as: wearing ties or having flexible working hours, which
a to say someone or something is that thing, or has are quite informal .
that function: 10 They closed the factory, it was no longer
He works as an accountant. profitable .
She uses email as a way of keeping in touch with 11 This factory is often described a showcase for
her friends. good working practices in the region .
Can I gi.ve you some advice as a fri.erul?
b before a subject + verb: Future simple or future continuous?
Things happened exactly as I had predicted.
c to mean 'because': You use the future simple:
As Brian's away today, I'm going to chair this • in written English
meeting. The meeting will be held in the boardroom at 10 a.m.
d as a preposition after certain verbs, for example • to make predictions based on our opinions
describe as, consider as, regard as: He's highly ambitious. One day he'll be head of this
I know it lost money, but it was regarded as a good company.
investment at the time. • to express a decision made at the moment of speaking
e with adjectives and adverbs to make comparisons: Oh, that's the phone! - Don't wony, I'll answer it.
It's not as pro{ita.bl.e as our other businesses. • to make an invitation, a promise, or an offer
f to mean 'for example' in the phrase such as: WUl you have lunch with me?
Several producers, such as Repsol. have increased I'll send you the report by Monday at the latest.
their prices. I'll ask him if you're too busy.
g with the same ... as: You use the future continuous (will + be + -ing):
You work exactly the same hours as me. • to talk about a future event that is going on at a
Wee specific time
You use like: No, you can't use the boardroom tomorrow - they'll
h to mean 'similar to': be using it for a board meeting all morning.
Our company is Wee one big happy family! We just • to talk about a future activity which is the result of
love working together! a previous arrangement
to mean 'for example': We wUl be showing some Japanese clients round
Several companies, Wee Shell and Repsol. have the factory on Thursday aftemoon.
achieved record profits this finandal year. Stative verbs (e.g. appear, believe, contain, own,
remember. seem. suppose) are not normally used in
Write a orlllce In each gap andwrtte the correct the continuous.
meaning (a-1) from the box above after each sentence.
1 ... b.~ .. someone who's new to this department, she'll
Choose the best form of the verb In each of theee
need a bit of guidance ..... ~ ....
sentences.
2 you already know, we're going to close these
1 To all staff: Javier Munoz will be gillin.g / Mi 8iaie a
offices and move to Prague .
presentation on The Future of Solar Power in the
3 He was recruited into the company a trouble- meeting room tomorrow at 12. I hope you can all
shooter . attend.
4 I, you, think that it's time to change .. 2 She's not determined enough. 1 honestly don't think
5 I can't see any difference. It looks just the same . she'll make/ she'll be making it to senior management.
the previous model . 3 In five years' time, our factory in Mainz will produce I
6 It's just I thought - they've sent the wrong will be producing 50,000 units a year.
instructions! . 4 Don't worry about the design problem for now. I've
7 Our company, Virgin, is a privately owned talked to my colleagues, and we'U discuss/ we'll be
business: ....... discussingit at a management meeting next week.

Grammar workshop 1 'D

Customer relationships
Getting started Problems with customer relations
1 Discuss the following in small groups.
Reading
Look al these aspects of customer relations and categorise
them according to whether they are: 1 Work in small groups.Make a list of things that can
go wrong in companies' relationships withtheir
a something companies look for in the relationship
customers.
b something customers look for in the relationship
c both ~P.mp~ni¢!~.4.9.11.Jf!n~w.~r..c;_1.,1_~w.m~r.~'..qµ~.r:i~~.ef.D.c;.i.e;.r:i.t.ly._
2 Skim the article from The Economist.Which
• after-sales service • information about problems on your list are mentioned in it? Does It
• loyalty product updates mention any problems which aren't on your list?
• information about • cost savings
future needs • personalised treatment

2 Brainstorm a listof activities companies can do to

Giving people
build customer relationships,e.g. publishing a
company newsletter.
3 Talk aboutthe company you work for, ora company
you know about. What methods does the company
what they want
have forbuilding customer relationships?Which do
you think are more successful? Companies are still failing to
put their customers first

by SHOSHANA ZUBOFF

Y
OU know the feel mg all too well. Some widgcr rn your
home com purer breaks down. Result: it no longer talks
to your printer. You telephone the PC maker's
hclpdesk, only to he told to 'press nine for immediate
assistance' and 'your call is important to us'. After 15 mmures
of nasty music, a voice tell, you to call a differcnr number: that
parucular widget 1s their re ponsibilitv, nor ours. Eventually, a
new widget is said to have been shipped to you. Two weeks and
many phone call, later, it has not arrived. You throw the PC
away and start again.
Life b full of experiences such as these, curiou-lv drfrcrcnt
from the silvery promises of television advertisements and the
salesman behind the counter. A chasm now separate,
 3 To check your understanding of the main points, read
the article again and choose the best answer, A. B, C
or D, for each question.
1 What is the purpose of the story in the first paragraph?
A to criticise the speed at which companies respond
B to complain about unsatisfactory customer care
C to show the shortcomings of new technology
D to highlight the unreliability of some computer
manufacturers
2 What does the writer say is the result of the difference
between promises and reality in the second paragraph?
individuals and flnns, and that gap is the next big business A Customers no longer trust the companies they buy
opportunity, People long for support to help them through
from.
life's complexities and those moments when the promise of
reliability turns sour. B Consumers now have low expectations of customer
Everyone has stories of how firms fail to give consumers service.
the service they have promised. Managers talk of taking care of C There is an opening for businesses to exploit.
customer relationships;the reality is the frantic woman D Companies and customers are unable to cope with
dashing from one airline's gate to another, trying to get onto a
difficulties when they arise.
flight home and finding one cancellation after another and
unpleasant, unhelpful staff. When flnns cut costs, they often 3 What effect do budget cutbacks have on the way
Jo so in ways that upset consumers: they put pressure on companies service their customers?
frontline staff who handle complaints, cutting the time each A Less personal attention is given to customers with
call-centre operative is allowed to spend on a pacifying call; or problems.
they use customers' data to pretend to an intimacy and B Products become more expensive than before.
understanding of their needs that does not really exist; and
C Companies misuse private information about their
when they raise prices, it is sometimes in ways that tum a good
dca I into a lousy one when something goes wrong. customers.
D Products become more unreliable than before.
Promises, promises 4 What is the effect of new technology on customer
The difficulty begins with companies promising customers relationships mentioned in paragraph 4?
support that they cannot deliver. Electronic networks mean A Customers expect more from companies than is
that firms now know more about their customers than ever
reasonable.
before, so they believe that they can treat customers as
individuals. Meanwhile, customers' expectations have risen: B Companies use advertising to mislead their customers.
they want choice, reliability and to be looked after as C Companies treat each customer differently.
individuals. This is, after all, what the advertising promises. D Companies think they can offer a better service than
Every manufacturer these days wants to offerservice as a is in fact possible.
distinguishing characteristic; and every service business wants 5 What incentive is there for companies to provide a
to build relationships with its customers, because it knows that
retaining existing customers OOStJ far less than recruiting new customer helpdesk?
ones. But providing services turns out to be expensive and A Customer helpdesks permit companies to provide
complex. Outsourcing services, whether a bank outsources its better services than their competitors.
credit-card business or a hotel its reservations, is harder to B Customers increasingly require after-sales service
manage than outsourcing the manufacture of chips or tyres. when they buy a product.
Besides, the prices of many goods have been falling; but the
C Customers are prepared to pay extra for after-sates
cost of services, including the helpdesk, continueto rise. And
the more reliable goods become, the fewer customers need service.
help- and the more redundant (and expensive) the helpdesk D Keeping the customers they already have happy is
seems to be. more cost-effective than finding new customers.
But does the solution really lie in new corporate structures 6 In paragraph 6, what does the writer imply would be
and new businesses,designed to support customers in trouble the benefit to customers of closing the helpdesk?
with their airline or computer company?That depends on
A A source of irritation with the company would be
whether consumers are willing to pay for support. If they are
not - which many firms fear - support will remain a cost with removed.
no matchingbenefit, at constant risk of being squeezed. B The company's products would be less costly.
C Companies would find alternative methods of
dealing with customer problems.
From The Economist D Companies would make their products more reliable.

Customer relationships 29
 Vocabulary Customer Relationship Management (CRM)
Complete the following sentences with a word or phrase
Listening
from the article about giving people what they want.
You will hear an interview
1 If you have difficulty installing your new software, you
with Boris Shulov, a lecturer
should ring the manufacturer's . .fJ.~lp.d~.!?.t . (para. 1)
from a business school, about
2 Your new computer was to you this morning, so
Customer Relationship
it should arrive in the next couple of days. (para. 1)
Management.
3 Our company's products have an unrivalled reputation
for However, if they do break down, we promise 1 Before you listen, read
to replace them immediately. (para. 2) the notes and decide
4 One of the duties of our customer-service staff is to what sort of lnfonnation
.......... customers' complaints. (para. 3) you need to complete
5 Our marketing budget is directed at existing them.
clients more than at recruiting new ones. (para. 5)
11 2 Usten and complete the
6 We can reduce our exposure to risk by many of
notes by writing up to
our services to other companies. (para. 5)
three words in each gap.
7 New computerised data-collection systems have made
more traditional systems .. . . .. ... . . (para. 5)

Talking point C...V~t?>M~r- Re/ation~hip Mana~m~t ( UM)

Discuss these questions in small groups.
UM i~: i~o11 of r,,arl:z-fi~ ~I~ ai,d aftu--91~
1 What are the implications for businesses of these ,vjfhjll all 01'~111~011
~IU-

statements? Pv~: to r,,axir,,i~ 1 . . . . . ...... of ~tol't1e+'"

r-c-lafiott<;hi~.
a 111.e truth is that not all customers UM applii:..afiott<; allow c.cr,,pa11i~ to be, Ji~rurt fn,r,,
are equally valuable to your z
company. The well-known 80-20 C-c,i,tnl to UM at'G- ~ .
rule of business says that 20 % of ~-~il!C-ivdG.:
your customers will account for • Marl:z-ti~avn>M.mOII ~f ~for,,w; ~1'5'-fc,J ~
80 % of your sales - or even more t c-Mf>'°'?c,J l',10t'G, rni011all~
tn some industries. • '5.1f~ avn>M.mOII: prnvi~ ~upfOr-f Jwi~ fhG.
It One study indicates that it's five 5 .
to ten times more expensive to • ~tol't1e+'" ~iu- ~~ ~tol't1e+'" i~~u~ al!cl ~
gain a new customer than it is to bvil~ ~1lll't1e+'" " . .. . . . ....
retain an existing one. Other UM ~1t~ .:k.livt:¥c,cl ov= 7 at'G- -the, IIOl'M,
studies show that increasing ~itli~ effc..i'-llf e,cr,,r,,u111i:..afio11 bc,fwu-1, ~
customer retention by just 1 %
can produce an 8 % increase in
profitability. Talking point
e Domino's Pizza tells its
franchisees that the lifetime value Discuss these questions in small groups.
of the average customer is more 1 From the article on pages 28-29 and what you have just
than $1,000. So when that listened to, what do you imagine are the shortcomings
customer says he doesn't like his of CRM systems?
$10 pizza and wants a new one 2 When do you think computer databases are better at
free, the lifetime-value formula It predicting customers' comments and needs, and when
simple: make him another pizza. is this done better by sales people on the ground?
3 What information do you think it is acceptable for
2 IL is often said that 'the customer is always right'. ls this companies to keep on their databases and what
true? Why? I Why not? information is not acceptable?

30 Customer relationships
Reading
1 Skim the extracts below fairly quickly and note down all the ideas for how CRM can be used by companies.
2 Work in pairs and compare what you have noted down.
A

Customer relationship management (CRM) is a business strategy But the goal goes beyond simply satisfying customers. While
that helps a company integrate itself and forge a tight connection providing customer service, clever companies are also gathering
with the customer. The promise is that by using technology and data on their customers' buying habits and needs, then storing and
human resources strategically, businesses can transform analysing that data and using it to improve products or services as
themselves into the proverbial friendly general store - to provide well as management policies, with the ultimate aim of turning
the same levels of customer service that were typical decades ago. consumers into customers for life.

From CIO Magazine

B E

Managing customer relationships is only part of an overall Our view of rustomer-based strategies suggests that
business system that links internal quality (both with respect
companies should organise around customers rather than
ta people and internal processes) to customer experiences,
products. A bank should not have one manager for checking
satisfaction, loyalty, retention and profitability.This is not
and savings accounts, another for Investments and a third for
an easy undertaking. It simply can't be the 'project of the
month'. To be customer-oriented, organisations must excel aedlt cards. Such an organisational struclllre makes It difficult
at understanding their customers and providing them with to comprehendthe total value of a customer and therefore
improved goods and services. can't capture Important opportunities such as cross-selling.
Businesses should have customer managers, not product
manqers.
From Darwin Magazine
From Optimize
c
I lnfortunarclv for telecoms companies, how they handle 3 Read these statements (1-8). Which of the five
l'\en the most gem•ral cus to mer queries remains the extracts(A-E) does each statement referto?
cause of the most dissatisfaction. Consumers' grcare«
1 By changing management organisation, companies can
angst is one of astounding simplicitv- that customer care
representatives do not haw all the required information sell a wider range of products to the same customers ... !;,.
to hand. According to our research. 87% of operators said 2 CRM combines customer care with consumer research.
bill inquiries w ere among~t the top three most common 3 It is a mistake to reduce spending on customer
queries they received. The implication is that companies relationships when money is short.
need to urgently reassess their customer-care and billing 4 CRM should be seen as a long-term activity.
~~ sterns to address this significant shortfall in delivering
5 Technology can be used to create a similar relationship
up to <late information to the customer.
The customer is more interested in service than the with customers to one that existed in the past.
technology that delivers it. By reversing the current 6 The ultimate purpose of consumer research is to create a
dissatisfaction in the telecoms industry, companies can long-term relationship with the customer.
really bcgm to address their profit margins and secure 7 Consumers give priority to quality over processes.
their future.
8 Companies concentrate too much on product innovation
and not enough on attracting new customers.
From Communications Week International

D Talking point
Most senior executives say their companies should be
Work in groups of three or four to do the following task.
customer-focused. Yet v.hen budgets dre tight. same of Your company has decided it needs a Customer Relationship
the first expe ndit Ul'iS tu bE> cut are for marketing anrl l I.
both of .vhic h ar,: suppr,sr:d tu help r.ornpanies bet ter
Management strategy. You have been asked to decide how
understand and serve customers. to implement this strategy. Discuss and decide together:
1//hile investors iniplicit lv value pr-iduct-develop.nent
• how Customer Relationship Management can make a
and R&D expe nditures. corr.ider inq t h-rn assets that arr: company more competitive
potentially useful ov,·r a lor.g period ,Ji time, ttl'·y • how companies can reorganise themselves to improve
undervalue rnar k-t inc ;me cuvt orner-ar.quisit ion crY,ts .
their customer relations.
••
Customer relationships 31
 Competitive advantage
Getting started
1 Work In groups. Combine the words and phrases on a proven track a identity
the left (1-7) with the words on the right (a-g) to form 2 being one step ahead of the b management
elements which give companies an advantage over 3 clear brand c money
the competition. 4 competitive d prices
S customer relationship e record
2 Explain how each of the things In Exerolse 1 can give
6 good value for f research
a company an advantage over the competition.
7 market g competition
Which do you think Is the most effective?

Submitting tenders

Listening
Public organisations which require private companies to carry out work for them usually organise a competition to find which
company will do the best work at the best price.
1 You will hear a consultant engineer, Wiiiiam Brook-Hart, talking about what gives his company, Gifford Engineering
Consultancy, a competitive advantage. Before you listen, match the words and phrases (1-8) with their definitions (a-h)

1 atender~a amount of money paid for a particular piece of work

2 procurement b computer program, used especially in business, which allows you to do financial calculations and plans
3 toassess c detailed description of how something should be done, made, etc.
4 to itemise d a formal written offer to do a job for an agreed price
5 specifications e the obtaining of supplies or services
6 fee f to compete against other firms by offering to do a job or contract for a certain amount of money
7 spreadsheet g to judge or decide the value of something
8 to bid b to list things separately
2 Read the notes below and decide what sort of Company background
information you need in each space. Gifford Engineering Consultancy is an Gifford
engineering and design consultancy employing 600 people,
12 3 Listen and complete the notes by writing up to three based near Southampton, UK.
words in each gap.

Prospu.-1 ,ve. el,e.-,.ts ,-,.te.re.ste.d • .,. .f,...d,.,.c,- 1 .

c..ku.pe. st price. .
1>.t
Cke.1>.pe.st c.o-,.frMt -,.ot 1>.lW1>.is tke. be.st 2. ...•............
&,.f.ford de.....a...str1>. te. e.xce.lle.-,.ce. tkr01A~:
• e.xulle....u o.f th.e.,r 3 .....
• tr-MK ruord obft\M1td ·trOltl. i .

32 Competitive advantage
Speaking
Task tip
1 Work alone for two or three minutes. Prepare to give a short talk (of about • Make brief notes with about three
one minute) on the following topic. main points.
Hou: does the company you work for (or a company you know well) achieve a • Think of examples or reasons to
support your points.
competitive advantage?
• Look at your partners more than
2 Work in groups of three and take turns to give your talk. at your notes when you are
speaking.
3 Discuss which is more Important to clients and customers: price or quality?

Reading
1 Read this account of how the JJ Group prepares
tenders and briefly, in your own words, answer these Company background
questions. The JJ Group is a full service agency
based in Oxford, UK.
How does the JJ Group avoid submitting tenders for the
wrong contracts?
2 How do they find out about contracts?
3 Who works on preparing the tenders?
-l
5
How do they co-ordinate their work?
How do they set their price?
How the JJ Group
2 Complete the text by writing one word in each gap.
prepares tenders

T
wo years ago, we 1 .6.~ .. up a dedicated team to co-
Task tip ordinate tenders 2 ......... part of our growth strategy.
We began by reviewing recent contracts, analysing
• Gap-filling exercises help you to focus on grammatical
revenue versus costs. We also identified which market
details.
sectors and company types we wanted to target. It's
• If you can't think of the word, decide what type of word
important to be specific 3 ......... you don't waste resources
you need - preposition, pronoun, modal verb, etc.
• The context is important, so read the sentences before chasing tenders that don't fit overall business objectives.
and after the gap. There are lots of ways to find out about contracts. As
well as 4 ......... members of relevant professional bodies, we
monitor the trade press, attend networking events and use
an on line tool for tracking public-sector contracts. 5 ...
3 Find these words (1-8) in the text and then match the outset of a tender, we pick a team to work on it,
them with their definitions (a41). balancing skills required against existing workloads. We
dedicated a good understanding of someone always allocate the people who will actually work on the
business 6 ......... we win it, and we include 7 ....... CVs in
and ability to communicate well
the tender document.
with them
We hold meetings at key stages and map critical paths
2 resources b particular way of considering so everyone knows 8 ......... they have to produce and when.
something Our golden rule is to focus 9 .......... what the client is asking
3 tracking c beginning for. If we have queries, we contact the client, 10 ......... also
4 outset d choose to work on a particular job helps to build a rapport before the tender document is
5 allocate e designed for just one purpose submitted.
6 rapport f measure the quality of something Most tender briefs come with a budget to work to. We
regularly benchmark ourselves against similar-sized
by comparing it with something
agencies so we know our pricing is competitive. Tender
else of an accepted standard documents will be read by several people within an
7 benchmark g money and people organisation, 11 ......... with a different perspective. We
8 perspective h recording the progress or structure ours so that they're easy to read and the client can
development of something quickly reference the part they're interested in.

From http://www.businesslink.gov.uk

Competitive advantage 33
 Winning contracts
Task tip
Listening • Takeabout a minute to read the
questions before you listen.
You will hear William Brook-Hart talking about how Gifford Engineering
• Concentrate on the questions
Consultancy wins contracts and sets prices. ratherthan the options while you
are reading.
1 Before you listen, dlacuss the following in pairs.
• Concentrate on the options while
How can innovative designs (such as the ones shown below) give an engineering you are listening.
company or an architectural practice an edge over the competition?

13 2 Usten and, for each question, choose A. B or C.

I How were Gifford given the contract for the Gateshead Millennium
Bridge?
A They had a well-recognised brand.
B They had worked on previous projects for Gateshead.
C They competed successfully against other firms.
2 In what way has the bridge project benefited Gifford?
A They have been able to reduce their promotional budget.
B They have improved their reputation worldwide.
C They have gained valuable experience in bridge construction.
3 How do Gifford find out about large new public projects?
A They read about them in a periodical.
B They are approached by potential clients.
C They have personal contacts inside public organisations.
4 How are prices set on a 'top-down' basis?
A by chaiging a fixed designer's fee
B by estimating the amount of work involved for the designer
C by charging a proportion of the total value of the project
5 How are prices set on a 'bottom-up' basis?
A by estimating how much the client would be prepared to pay
B by adding up the cost of all the work involved
C by charging less than your competitors
6 How do companies meet the costs of unsuccessful bids?
A The costs are paid by income from successful contracts.
8 The costs are shared with other consultants.
West Bay Harbour, Dol"Nt C The costs are not recovered.

Vocabulary 1
There are many phrasal verbs connected with business, although they
are generally used in more informal contexts.
c.,
-- ~

1 Match these phraeal verbe (1~ from the two llstenlng exeroises
In this unit with their definitions (a-h).
add upto
•
I bidfor ~a
2 come out with b approach the problem
3 cometo c calculate
4 goabout d offer to do some work for a particular price
5 go for e prepare/organise
6 put together f produce
7 team up with g try to get
8 workout h work together with go :£0-r

34 Competitive advantage
2 Complete these sentences using the phrasal verbs from Exercise 1 in the correct form. The sentences are all taken
from the listening exercises.
If you ..g~.f.<?.r.. the lowest price, you may not get the best value for money.
2 And Gifford a leading architectural practice, Wilkinson Eyre and Associates, and jointly we a completely
new concept for a bridge.
3 How do you or Gifford's getting new contracts?
4 So you'd all the time on a spreadsheet from the bottom up and see what it .
5 How many of the contracts that you do you expect to win?
6 a proposal or bid must be expensive and time consuming.

Grammar workshop Vocabulary 2

Collocations are words which are often used together, e.g.
Speaking hypothetically raise prices.

1 Study this extract from the interview and answer the Complete these sentences using the verbs in the box in
questions below. the correct form. They all contain collocations which
Interviewer How many of the contracts that you bid for have occurred in this unit.
do you expect to win?
William We'd expect to win about one in three, one in
aeeeee compete cover devote establish
four of straight competitive bids where we're
go itemise submit
competing against maybe six other similar
consultants. And we would hope to achieve
that rate. How do you go about ..~.?.~~.S.?.!r!g. the value of a
I Which verbs are in the conditional? contract before your tender?
2 Why does William use the conditional in this context? 2 We a lot of time to building relationships with
3 Which other tenses are used by William and the important private clients.
interviewer? 3 With our costs, it's sometimes difficult to on
4 ls William talking about past, present or future time? price.
4 If you don't costs, you will almost certainly .
2 Complete the dialogue below by putting the verbs in out of business eventually.
brackets into the conditional where possible. Where 5 We all the work we have to do on a contract; we
it is not possible, use a present tense. find this is the best way to a fair price.
Interviewer How does your company react when you
1 .q,9.rJ.'t.!~.IJ.tl (not land) a contract? Talking point
Interviewee Well, it 2 (not happen) too much to us
actually, but we 3 (have) a very good Work in pairs. Imagine you are the sales and marketing
marketing director, who, if necessary, directors for your company (or a company you know
4 (approach) the potential client in a well).
very diplomatic way, and he S (ask) Discuss how you would go about establishing a price
the client what it 6 (be) that we are for your products or services.
doing wrong. We 7 (lwpe) that this 2 Which other members of your organisation would you
8 (give) us a clue so that, the next need to involve in your decision?
time, we 9 (manage) to get the
contract ourselves. Our company IO .
(rely) on building rapport with our target
Task tip
customers, so we 11 (do) a lot to Before you start, look back at the vocabulary and grammar
you have studied during this unit to see if you can use any
maintain good relations with them.
of it during your discussion.
C page 44 (Speaking hypothetically)

Competitive advantage 35
 A proposal
Getting started
Discuss these questions In small groups.
1 Why might a company decide to extend or diversify its
product range?
2 When should a company decide rux to extend its
product range?
Think about:
• extensions of the same basic product
• competitors' activities
• diversification and market changes
• the company's skills base Extending the product range
• brand identity
• marketing and product development costs l.isteninq
• company expansion versus specialisation
You wlll hear a conversation between Devika Chowdry,
CEO of a dotcom company, and Naseem Bakhtiar, the
company's marketing manager.

14 1 Listen and completethe notes Naseern took during

the conversation
.

f I· r t f I f f \ I t I i I t, I \-I • f·l·r f
~~
Toberood~1 .
Stbject of ~I. ext~di~ CXAI'" 2. .
/v\i:;\iV\ reG\.SOV\ for V\evJ l\Ctivit~. d~V\d frerr. 3
Also iV\Clude iV\ prcposCII.
• reG\.SOV\S for o.ddi~ to prodt.ct ro.~e
• i , e9 s+ock-co-c+r-ot tools, OV\liV\e orderi~ o.pplico.tiOV\S, etc
• 5 , i e sto.H, etc
• <:, .
DoodliV\e. 1 c. weds 1ih>

2 Discussthese questions with a partner.

1 What information should the proposal include?
2 Who is going to read it?
3 Should it be in a formal or an informal style?

36 A proposal
Reading
1 R&ad Naseem's proposal below. Has he covered all the points in Devika's instructions?
(Ignore the gaps at this stage.)

Proposal for adding to our product range

Purpose 20 Resources
The rum of this proposal is to suggest new products we could Our programming department 5 employs stx systems
add to our existing product range and to 1 . . C. ... ways in engmeers and produces regular updates for existing
which the products could be developed. products,while 6 them to suit individual clients.
Although two engmeers could be assigned to the
5 Our current product range 25 developmentof the new programs. it would probably be
At the moment, our company produces accounting software necessary to recruit two further engmeers for the new project
for small retail outlets, the purpose of which is to take team This, in tum, would give nse to higher overheads and
managers of small businesses 2 the process of other costs, particularly for salanes and equipment.
producing legally acceptable accounts step-by-step while at I envisage that the 7 project will take 18 months. but
10 the same time producing VAT returns and. where necessary, 30 at the end of that penod will generate profits which will
the payroll Justify the 8 .
Other costs
The need for new products Apart from the recrwtment requirements mentioned above.
While we know from the feedback that we are achieving high the only extra cost Ihave identified in connection with this
levels of customer 3 with our existing products, we 35 project is a requirement for extra office 9 to
15 have to recogruse that we operate in a dynamic and swiftly
accommodate the project team. Since the new products are
changing market. Furthermore.more extensive market being developed in response to demand from our existing
research among our clients has uncovered a 4 for clients. I do not foresee extra marketing costs at this stage.
compatible software to perform stock-control and ordering
functions Recommendation
40 I therefore recommend that we 10 with this project as
soon as is convenient.

2 In order to focus on the vocabulary 1 A discover B search @identify D underline

of the proposal, read it again and 2 Aover B into C across D through
choose the best alternative, A. B, 3 A happiness B interest C satisfaction D pleasure
C or D, for each gap. 4 Ademand B request C necessity D interest
S A presently B actually C meanwhile D currently
6 A matching B tailoring C fitting D meeting
7 A first B initial C entry D introductory
8 Ainput B down payment C output D outlay
9 Aroom B sections C space D capacity
10 A carry 8 engage C provide D proceed

3 Study Naseem's proposal and discuss these Vocabulary

questions with a partner.
1 Match these linking words and phrases from the
What do you notice about the layout of the proposal?
proposal (1-9) with their meanings (a-g).
2 Does the proposal have an introduction and a
conclusion? 1 at the same time (line 9) a also
3 Which is more important in the proposal: the current 2 while (line 13) b although
situation or discussion of future activity? 3 furthermore (line 16} c as a result (of)
4 Is the style formal or informal? Find examples to 4 in turn (line 27) d because
illustrate your answer. 5 apart from (line 33) e for this reason
6 in connection with (line 34) f in addition to
7 since (line 36) g related to
8 in response to (line 3 7)
9 therefore (line 40)

A proposal 37
 '2 Complete these sentences using words or phrases from Exercise 1. You will need to use one phrase twice.

n
I .... ..!?.!!'!!'.?¢!..... our profits have fallen in recent months, it is unlikely that we shall be able to reinvest so much in
new marketing initiatives.
2 we have met our targets in all of the last five years, this year we look likely to fall short by half a
million euros.
3 Interest rates have risen, and this has led to an increase in the price of components.
4 The purpose of this proposal is to suggest a restructuring of our marketing department and to
propose new marketing strategies.
5 There have recently been a number of errors in our stock-control system we should seriously
consider implementing a computerised system. This will reduce staff costs.
6 We're introducing a flexible working system requests from a number of staff.
7 Our sales force is looking rather depleted just now: two senior.sales managers retired earlier this year and,
.................... this, several other sales staff have transferred to our overseas offices.
8 Unfortunately there have been a number of complaints our latest advertising campaign.
9 We need to launch new products , these products need to be tailored to suit the needs of
individual customers.
3 Find words or phrases from the proposal which
mean the following. Compound nouns are very common in business
English, e.g. product range, software solutions,
I present/current S money paid to employees business start-ups.
2 find 6 improvements
3 shops 7 create
In this case, a noun or a verb is used as an adjective to
4 tax declarations 8 expect describe the noun which follows, e.g. managing
director (the director who manages), Internet service
provider (a company which provides service for the
Grammar workshop Internet).
The compound element, e.g. product, managing, etc.
1 Compound nouns usually follows the rules for adjectives:
1 Write compound nouns to express these ideas. Then • It goes before the noun.
check your answers by reading the proposal on page • It is normally not plural (exceptions to this are
37again. items I and 8 in Exercise 2 below).
I range of products .W!'.?.4.!-!Rt.r.~r.a~.
2 software used for accounting
2 Write compound nouns to express these ideas.
3 small outlets for retailing
4 products which 'already exist 1 · manager responsible for the services provided to
5 the satisfaction which clients feel customers (three words)
6 research which is carried out on the market 2 box where suggestions can be placed (two words)
7 requirements for recruitment 3 pay you receive during your holidays (two words)
8 costs incurred by marketing 4 management of resources (two words)
S satisfaction a person feels from doing a job (two words)
6 process of selecting candidates (three words)
7 response from clients (two words)
8 procedure for dealing with complaints (two words)
~ page 45 (Compound nouns)

38 A proposal
2 The passive Writing a proposal

In formal business writing, such as proposals and Reading

reports, the passive is commonly used because it is:
Complete this email by writing one word in each gap.
• more impersonal (and therefore more formal)
• often not important or necessary to say who is
doing or who did something. Delete Reply Reply All Foiwud
I
Compose

The passive is formed by the verb to be + past From: Natalie Bowes

participle: D.te: 19th May
To: Francesca Jimenez
The product was lannched in January of last year. Subject Finding new markets
This product could be sold at twice its present price.
Dear Francesca
Remember: the passive is used more often in formal
Further l ... to our discussion last week, I think it would be a
writing, but it is not used all the time.
good idea to 2 our ideas about investigating new markets
for our products a stage further, especially as we've 3 .
expressions of interest from distributors in other parts of the
Rewrite the phrases In /ta/Jes In these sentences uaklg a country.
passive fonn. (Be careful: you may have to make a I'd be grateful, therefore, 4 you could write a proposal for
number of other changes.) this activity 5 we could then put to other managers for
their reactions.
The market research, which we carried out in Liverpool
6 your proposal please include:
between May and September,revealed that we could
raise the price by SO% with only a 5 % loss of market reasons for researchingnew markets
the types of market we might break into
share. how the research should be 7 .
2 They haveinterviewed 27 candidates for the job, but the resources which will be needed for carrying
they don't consider any of them to be suitable. 8 the research.
3 We received your order the day before yesterday, and we your recommendations.

have Just dispatched. the goods. so the shippers should I look forward to having your ideas as 9 as convenient.
Many thanks in IO .
deliver them within the next 24 hours.
4 We will not supply you with any more goods until you Natalie
have pai.d the outstandinginvoice.

Writing
1 Write the proposal outlined in Natalie's email above.
Before you start, work with a partner and do the
following.
• Underline the points in the email that you must deal
with in your proposal.
• Decide what details you must invent in order Lo write
the proposal, e.g. the type of company you work for,
what new markets you should research, etc.
• Decide what sections and section headings your
proposal should have, and write a plan.
• Discuss what ideas you can express in each section and
include these in your plan.
2 Compare your ideas with the rest of the class.
3 Work alone and write your proposal, following your
plan. You can use the proposal on page 37 as a model.

4 When you have finished writing, spend some time

checking what you have written to improve it and to
correct mistakes.

A proposal 39
 Presenting at meetings
Getting started
Discuss these questions in small groups.
• Who do you think eats more ice-cream in your country: children or adults?
• Which are the dominant brands? Are they local, national or multinational
brands?
• Which factors are more likely to give an ice-cream company a competitive
advantage in your country: price, advertising, quality, variety, tradition,
fashion or something else?

The Chinese ice-cream market

Listening
You will hear an extract from an Export Department meeting at Helsingor Foods,
a Danish ice-cream producer. Catalina (Cati) is giving a presentation to her
manager, Nils, and to Paul and Tanya, European sales managers based in London.
1 Before you listen, discuss in small groups: What do you imagine are the
opportunities and dangers for a company trying to break into the ice-
cream market In a different country?

ts 2 listen and complete these notes with up to three words in each gap.

ht

• TotPl 1 lAst 15eAr-: 2.3 bill,o"'" 1jW\"'" (€2..3b-tt.)

().~ 2... o-f 107. PA-
• Five. ~-t\1/l.S !,\Ave. ~17. o-f 3 .. . ( 307. -tOYe.13-tt.
~"'"ie.s, 2.17. -tW.t,o"'"td ~"'"1e.s).
• Ave.m3e. 4 o-f ice.-cr-e.().111.: I l,tn pe.r- ~pit().
(~r-e.d w,tk 2.3 lifre.s 1-tt. -V..SA)
• l...()._r-3e.st -tW.t10-tt.id pr-od1Ace.r-1 Yil,1 ~15s ,t pl()."'"S to:
- 1-tt.CYll-().Se. 5 . . . . .
- nd1Ace. b . . .
- fo,lor- pr-od1Acts to 7
• To C¥t1An ~r-J(e.t SMr-e.1 ().ll ~-tt.ie.s !,\Ave. be.e.1'\
i-tt.volve.d i"'" (). g
• ~, ..... pr-od1Acts cost (-2. r1'\ ( ((}-2.0 ce.,,,.ts)

40 Presenting at meetings
3 Complete these charts by labelling the gaps (1-5) More on the Chinese market
with infonnation from the notes in Exercise 2.
Chart 1
2
Speaking
Ice-cream
companies: You are going to present information at a meeting about the
Market share Chinese ice-cream market.
in China
Total value: 1 Work in pairs and together study either File A or File
1
•. (.• %) 8. Discuss together how you can present the
4 ( .. %) information. If necessary, look at Catalina's
presentation again and decide what features of her
Chart 2 - China: 5 ..
presentation you can use.
25
c 20
2 Change partners and work with someone who
Cl)
studied the other file. Take turns to present your
$. 15
infonnation to each other.
~
.B 10
5
3 While you are listening to your partner, take notes
and think of a question to ask at the end.
0+-~~---.~~~-.-~~~..-~~--.-~~--,
5 years 4 years 3 years 2 years Last
ago ago ago ago year
Useful language
4 Decidewhether these statements about Cstalina's Structuring your talk
presentation are true or false and say why. (You can I'm going to make three main points. The first one is .
look at the transcript for track 15 at the back of the The market has been growing for two reasons: firstly, .
book.) There are three factors to be taken into account. The first
one is ...
She starts ber presentation with a brief introduction. Now, moving on to point number two, .
2 She speaks in a quite formal style. The second thing I'd like to point out is .
3 She uses formal vocabulary. Finally, ...
4 At the end of her talk, she offers conclusions. And my third and final point Is ...

5 She structures her talk, so we know where she has

reached in her presentation.
6 She makes clear which part of Paul's question she's China: number of ice-cream China: number of ice-cream
answering. products sold to general public products sold to general public
by price two years ago (estimated) by price last year (estimated)
18% 20%
Grammar workshop
Embedded questions
Rewrite these questions beginning with the words
given.
1 What are the total sales for the Chinese market? 75% 70%

I'd just Like to know Wh!:i.t.Jh~.kP.~#.1.~f!.l.~.~-fqr.th.~ . @ ---------------

Less than 2 yuan • 2-5 yuan •
--
~
6 or moreyuan
... {f:J/r:i.~~~- m.~r.~~t.-~~· .
2 I low are Chinese companies reacting to this
competition from abroad and also, how are these
China: population by age group
competitors going about increasing their market share? Total population: 1.3bn (estimated)
Can you tell me ?
3 What sort of price do you think we could sell our
products at?
•o-~J
0 15-64
24%

I wonder . .65+
4 How would we position them?
- --
How do you think ? Income per capita: €1,000 p.a.
Economic growth rate (estimated): 8% p.a.
C page 45 (Embedded questions)

Presenting at meetings 41
 Trends in the ice-cream market B

Reading and speaking The Philippine market

Work in groups of three. You have been carrying out The Philippine market is dominated by three
further investigations into the ice-cream market. Each companies, namely: Selecta-Wall's. Nestle
student should: Philippines and Universal Robina. Selecta and Nestle
each claim market shares of 46%. There are also
• read one of the three texts, A, B or C and take notes on
imported brands in the market, such as Dairy Queen.
the esseruial information in order to present the Haaqen-Dazs and Baskin-Robbins.
information at a meeting later Ice-cream consists mainly of milk. Since the
• present the information to your group using your notes country imports 99% of its milk. the ice-cream
as a guide industry is vulnerable to foreign exchange
fluctuations. Another concern is the presence of
• listen to your partners· presentations and, while
adequate storage and handling facilities. since ice-
listening, take notes and prepare to ask a question at the cream easily melts. The product's shelf life usually
end of the presentation. ranges from two weeks to one year. depending on
the conditions of its storage.
A Consumption is largely influenced by quality,
such as flavor, body and texture, appearance or color
of the product. and packaging. Increasing

Nestle in Thailand competition in the market has also led

manufacturers to develop and launch new
production techniques, flavors, and products.
Swiss food giant Nestle has said that its Thai division is
Overall, there is still a large market for ice-cream.
about to introduce another major drive in its aim to
In the Philippines, where ice-cream is considered as
consolidate the still fragmented ice-cream market in
a traditional dessert, there is definitely room for
Thailand. increasing the low per-capita consumption. The key
is in providing quality products at competitive prices.

N ESTLE ICE CREAM has said that it intends to invest

a total of €23.4m in an attempt to further expand
its business. The company said that approximately 75 per
cent of budget had been allocated towards marketing
activities which will feature new products and advertis-
ing. The company says it is also planning on doubling
production capacity from 30-35 million litres a year to
60-70 million litres over the course of the next few years.
Currently Nestle Thailand has a 36-per-cent share of
Thailand's ice-cream market, which is estimated to be
worth a total of €113m, but the latest programme aims
to push that market share up to 40 per cent. Nestle is
keen to gain some ground on rival ice-cream maker
Unileverwhich currently has a 40-to-45-per-cent leading
share of the market.
Last year, the company successfully increased its share
of the market by launching a range of take-home ice-
cream products for the market, which helped to boost its
market share from around 30 per cent. Nestle launched
sevenvarieties of ice-cream, including traditional flavours
made with coconuts, peanuts and condensed milk.
Meanwhile, Unilever is also looking to maintain its
leading position in the market by announcing this week
the launch of a Wall's brand low-fat version of its ice-
cream in an effort to capitalise on growing niche markets.

From Dairy Reporter

42 Presenting at meetings
c Helsingor Foods: meetings

Nestle expands ice-cream Speaking

lines in China 1 Work together in groups of four or five. Study this
information about Helsingor Foods.
SUPPLIERS OF ingredients Growing affluence in
to the developing ice-cream China is transforming the
market in China will
welcome news that Nestle,
landscape for food: industry
sales took off in the mid
HELSINGOR FOODS
the world's number-one 1990s, rising from under Headquarters: Copenhagen
food maker, will deepen I 00 billion yuan (€9.2bn) Established: 1977
penetration and sharpen in 1991 to well over 400
competitiveness in this billion yuan (€37bn) just Manufactures: High-quality ice-creams and
burgeoning market through ten years later. Driving the desserts
new launches. market is the increased Annual turnover: €9SOm
Ken Donaldson, head of spending power and
Main markets: Europe, South Africa. Australia
Nestle's ice-cream business changing eating habits of
unit in China, announced
and New Zealand
China's 1.3 billion people.
the firm will launch 29 new There has been an Ambition: To become a global brand
ice-cream products onto the increase in per-capita Positioning of brands tn extsttng markets:
market, targeted at income levels, and the Helsingor Foods signals the quality of its products
consumers of all ages. Nestle consequent increase in by price and by selling in delicatessens and
hopes to attract new disposable incomes has upmarket restaurants. However, brand quality and
consumers with 'low-priced broughtaboutashiftin ingredients can vary according to the market.
products as well as take- favour of branded and
home items, which are packaged food. Changing Budget available for new ventures: €100m over
specially designed for kids, lifestylesand growing 5 years.
teens and adults'. urbanisation in larger cities
Foreign giants Wall's, have also contributed,
Nestle and Meadow Gold bringing a wider acceptance 2 Decide the best way for Helsingor Foods to break
have 30 per cent of the of newer products and Into the Chinese market. You should consider the
Chinese ice-cream market, driving sales for foods like following points:
while the two domestic ready meals, pasta and
brands, Yili and Mengniu, frozen food. • what price you should set
hold 27 per cent. • whether to market the product nationally or in one
or two selected cities
• whether you need a local joint-venture partner for
marketing, storage and distribution
• how you will advertise.
Note down a brief suggested plan of action from
what you have decided.

3 Now change groups and present your ideas and your

suggested plan of action to your new group. One
person In the group should act as chairperson.
Decide which is the best plan.

Writing
Wrtte a proposal (about 250 words) for how to break into
the Chinese market. Use the proposal on page 37 (Unit
7) as a model.

Presenting at meetings 43
 Speaking hypothetically 3 I'm not sure about CRM. I mean, if we .
(have) a complete database with all our customers'
• To speak hypothetically about the present or details, we (be) able to use it
future, you use the second conditional. This is efficiently?
formed by if/unless + past simple tense + 4 It's a pity that, with all his expertise, Don left the
would/could/might + infinitive. company. If he (stay), he .
If a customer didn't pay, we would stop giving (know) how to deal with the present situation.
them discounts. 5 I've never had such a terrible boss. If he .
Note that in this type of sentence, either was or (be) more polite when he speaks to me, I .
were can be used as the singular past tense of be; (mind) so much, but if I (realise) be was
however were (a subjunctive form) is more formal. so rude when he came, I (leave) the
If the company were/was to go bankrupt, it would company months ago.
have huge implications. 6 If we (put) in a lower bid, we .
• To speak hypothetically about the past, you use the (land) the contract, but as it is, we've lost it.
third conditional. This is formed by if/unless + 7 Many business courses put too much emphasis on the
past perfect tense + would have/ could have/ technical aspects of business. If they .
might have + past participle. (teach) more people skills, many managers .
If we hadn't landed the new contract, we might (be) better at their jobs.
have had lO make some staff redundant. 8 Fortunately we didn't buy that new machine which
• Often the conditional clause (starting with was recommended Lo us. If we (order) it,
if/unless) is understood and therefore omitted. we could never have paid for it.
How would you deal with a customer who didn't 9 If we (not win) that contract we tendered
pay?- I'd be very careful to give him every chance 10 for last month, we (probably be) out of a
pay (We understand the conditional clause: If this job now.
situation arose.). 10 Fermal, as a company, is well known for paying their
What would you have done in that situation? - I invoices on time. If they (not have) such a
might have offered to lower the price. good reputation, we (not sell) them au that
• If one part of the sentence speaks about the · machinery last year.
present/future and the other part about the past,
you can 'mix' second and third conditionals.
2 Put the verbs in brackets in the following
conversation into the correct tense to express
If I hadn't done that MBA course lase year, I
hypothetical ideas.
wouldn't be working here ,ww.
I wouldn't have replied to that email if it wasn't Q How would you go about deciding whether to adopt
part of company policy to reply to all some new piece of technology?
correspondence. A Well, that very much depends. I think we 1 .
(first have) to look at whether it was likely to produce
real cost savings. The question of productivity
2 (also need) to be taken into account. I
Write the verbs in brackets in the correct forms in the
mean, sometimes we have adopted new technologies in
following sentences.
the past which haven't proven very satisfactory. For
Do you advertise your products on television? -No, if ins lance, if we 3 (budget) correctly for the
we !!l.4.Y.~t:'k!~~{!_ (advertise) on TV, I think we real costs in staff training, in many cases we
.................... (find) our costs too high. 4 (not buy) into new equipment so quickly.
2 We've always maintained good relations with our So, nowadays when considering these things, we
customers. If we (not manage) to do so, I S (l.ook) at training costs, and we
think we (go) out of business long ago. 6 (even assess) the level of staff

44 Grammar workshop 2
 dissatisfaction that implementing changes 5 the director in charge of finance
7 (cause). In our business, we make it very 6 a list of prices
clear that staff contentment comes first and leads to 7 a survey made when researching a market
contented customers, so we 8 (not want) to 8 forms you must complete when applying for a job
do anything to upset our staff unnecessarily. 9 a service for delivering things by motorcycle
10 an error made when typing
Compound nouns
Embedded questions
• Compound nouns are formed by putting the noun
or verb you want to use as an adjective before the • You put a short introductory phrase before a
noun you want to describe: question to make it less direct and so more polite.
shareholder meeting = a meeting of shareholders, When you do this, you do not invert subject and
i.e. describing the type of meeting verb as you would in a normal question (auxiliary
meeting room = a room used for meetings, i.e. verb + subject + main verb):
describing the type of room How long have they been operating in China? -
• The first noun or verb is usually singular: Can you tell me how long they have been operating
cost savings, six-month contract in China?
• To make a compound noun plural, add -s to the • If the introductory phrase itself is not a question,
final element: do not use a question mark:
retail outlets, customer complaints I'd like to know what their market share is.
• To make a compound noun using a verb use the I wonder how much they spent on advertising and
verb + -ing: promotion.
working party, negotiating skills • If the question expects the answer yes or no, use if
but if there is a corresponding noun, use the noun: or whether between the short phrase and the main
application form, selection board not 8:f1]Ji,'iR.g part of the question:
{eff,t, sel£e~iR:g aaa:F€l Could you tell me if you have been expecting me to
• Sometimes compound nouns can have three call?
elements or more:
basement meeting room, customer helpdesk
• Some compound nouns are written as separate 1 Rewrite these questions, beginning with the phrases
words: office worker given.
Some use a hyphen: risk-taking When will the new factory site become operational?
Some are written as one word: businessman, I wonder ...
database 2 How long is the construction work expected to take?
A good dictionary will tell you how a compound Do you have any idea ...
noun is usually written. 3 Why couldn't the goods have been delivered on time?
• When compound nouns are formed with three Could you please tell me ...
elements, sometimes a hyphen is needed to show 4 Do we have to send the invoice with the goods?
which nouns are being used adjectivally. A Several people have asked me ...
working lunch arrangement is a lunch arrangement 5 What time did you finally finish writing the report?
that works; a working-lunch arrangement is an
arrangement to have working lunches.
• The first part of a small number of compound
J
I
6
Tell me ...
When must we have the work completed by?
I'd be grateful if you could tell me ...
7 Did they bring the samples with them?
;~~ne:::~~u;:;_e.g.
complaints procedure, --
I'd like to know ...
8 Could you answer a few questions for me?
What do you call the following things? I'd appreciate it ...
1 a procedure for doing the accounting 2 Prepare to ask your partner a few questions about
2 a company which manufactures cars his/her job/studies. Introduce the questions with a
3 a session used for negotiating short phrase from either the grammar explanation or
4 a firm which is a rival Exercise 1 above.

Grammar workshop 2 45
 Advertising and customers
Getting started
1 Complete these reasons for advertising using the
words in the box. I M·>IFN2

awareness boost building customer • 1\.-.otf A.•'M',11.t;. WMI a RNN'

•I.MtMMocM-~•
launch market • Wl"tleC..,, •Nwice
• kanc:aOt.olH

Moo.If•"•*"' •PK•• ..-ic ..

• As a brand- I activity ., ... ~..,, ,~,,,.,.,.,, *'
'"'.»Nti.t.-4fftodit .. 4
• To increase 2 of the brand .. .,... "IIN.

• To 3 a new product onto the market

• To 4 sales and to increase 5 share
• To maintain 6 loyalty
2 Work in pairs or groups of three. Discuss these
questions.
• Which do you think is the main reason for each of the
advertisements a-e?
• Can you think of other advertisements which are
examples of each of the reasons for advertising above?
• Can you think of other reasons for advertising?
• How effective do you think advertising is compared
with other promotional activities?

The effectiveness of advertising

Vocabulary
1 Complete questions 1-5 using the words in the box. 4 When you visit shops, do displays ever persuade
Then match each type of publicity (1-5) with the you to buy things? .
photos (a-e). 5 Would you ever buy something as a result of a product
. from a famous person? .
8aAAef classified endorsement point-of-sale 2 Work with a partner and discuss your answers to the
street questions.

·
Do you pay attentton to bann~r ads w hen you · re using
· Reading
the Internet? --~--
2 Have you ever put a ad in the newspaper? . 1 Discuss this question in small groups. Give reasons
3 What son of things are advertised on hoardings for your answers.
in your country? . Do you think consumer advertising is becoming more or
Jess effective?

46 Advertising and customers

2 Read this text (ignoring the gaps). Does the writer believe that advertising is becoming more or less effective? Why?

The effectiveness of advertising

P eople still enjoy ads that are creative and entertaining.
But it 1 ....A. ... an awkward question: does it actually sell
any more chocolates or cars? Although TY viewers tend to
want, whenever you wane, has given shoppers 9 .
strength. In markets with highly transparent prices, they are
kings. The 10 for business are enormous. For instance,
be able co 2 a particularly good commercial, many the huge increase in choice makes certain brands more
cannot remember the produce it 3 And for the most 11 , nor less. And as old business divisions crumble, a
4 , they try co avoid the rising barrage ofads. Getting strong brand in one sector can provide che 12 co enter
their attention is becoming increasingly difficult, because another. Hence Apple has used its iPod co cake away business
5 are splintering as people use different kinds of for portable music players from Sony; Starbucks is
media, such as cable television and the Internet. The choice 13 co become a big noise in the music business by
of products and services available is multiplying, but at the installing CD-burners in its cafes, and Dell is moving from
same time, consumers have become more sceptical about computers into consumer electronics.
6 made for products. In today's 7 , 'I am constantly amazed at the 14 level and
consumers have the power to 8 and choose as never sophistication of the average consumer,' says Mike George,
before. Dell's chief marketing officer. If Dell changes prices on its
This new consumer power is changing the way the world website, its customers' buying 15 change literally
shops. The ability co gee information about whatever you within a minute.

From 11» Economist

3 ChooN the bNt alternative, A. B, C or D, for NCh gap In the text. Talking point
1 @raises B arises Carouses D lifts Dlecl- theee qi ieetloi1s in ..,,..
2 Aremind B memorise c recall D retain groupa.
3 A included B featured C revealed D offered
4 Apart C ways place • How does the company you
B time D
work for (or a company you
S Agroups B audiences C samples D viewers
know well) advertise? How
6 Amessages B suggestions C proposals D claims
effective ~ the advertising?
7 A shopping mall B open market C retail sector D market place
• How should businesses decide
8 Acatch B pick c bold D take
the size of their advertising
9 Arecord B unique C unprecedented D abnormal
budget?
10 A meanings B suggestions C connotations D implications
11 A valuable B worthwhile C worthy D essential
12 A trust B credibility c belief D fame
13 A targeting B designing c aiming D directing
14 A belief B confidence C assurance D esteem
15 Apatterm B systems C activities D customs

Grammar workshop

Adverbs

Adverbs can be single words, e.g. often, yesterday,

uickly, ~r phrases, e.g, we,y fewweeks, in fact, before
we had tune to react.
:J 2 a single-word adverb which means in fact
3 three single-word adverbs which modify adjectives
4 an adverbial phrase which means more than ever
S an adverbial phrase which means fur example
6 a single-word adverb which means always/repeatedly
7 a single-word adverb which modi.fl.esan adverbial
phrase
Find ttema 1-8 In the text. (In eorne caHa. you can UN
8 an adverbial phrase which says how quickly something
the same answer twice.)
happens
1 two single-word adverbs which come between the
subject and the verb E) page 62 {Position of adverbs)

Advertising and customers 47