UNIT 1 Globalization

Listening: For and against globalization

A

1 c) 2 a) 3 e) 4 b) 5 d)

B 1.1

1. Stephen Haseler is generally against globalization. He thinks that the

advantages are ‘outweighed by a large number of disadvantages’.

2. Advantages: Globalization increases competition among companies.

Disadvantages: Globalization could lead to big employment problems

in the West; Globalization prevents governments from controlling their

welfare systems.

C

1 rule the roost

2 give-and-take

3 gather pace

Reading 1: Going global

B

1 Boeing is a US company which manufactures aeroplanes for civil

aviation.

2 Seattle

3 In-plant means in Seattle.

Out-plant means everywhere else.

C

1 true

2 true

3 true

4 false

5 false

Vocabulary: Entering new markets

A

1 d) 2 f) 3 g) 4 b) 5 c) 6 e) 7 a)

B

1 joint venture

2 acquisition

3 local partner

4 licensing (or) franchising

Language review: Comparing

A

1 Prague has become central Europe’s most glamorous city.

2 The tallest office towers in the world are in Kuala Lumpur.

3 Cleveland is now one of the cleanest cities in North America.

4 In Buenos Aires foreign bankers are as common as coffee house poets.

5 The London Underground is worse than the Tokyo Underground

system.

6 Ireland is not as large as Sweden.

7 The London Stock Exchange is much older than the Singapore

Exchange.

8 Their prices are very high in comparison to (or compared to) ours.

B 1.2

1 the most expensive

2 weaker

3 weaker

4 higher

5 the highest

6 more comfortable

7 the most expensive

8 stronger

9 more expensive

10 cheaper

11 most expensive

12 cheaper

13 dearer

14 the most exciting

15 cleaner

16 safer

17 most expensive

C

1 different

2 as

3 less

4 same

5 not

6 compared

7 much

8 rather

9 just

10 similar

Reading 2: Phone rage

A

Some possible factors:

You can’t see the other person’s face – expressions, lip movements. You

can’t use or see gestures. Sound quality is often bad. You can’t use

visuals-illustrations, graphs or written materials. You can’t write things

down- e.g. hard-to-spell names and addresses.

B

1 Being kept waiting, being connected to voice mail, being passed on to

someone else, talking to someone who sounds inattentive,

unconcerned or insincere.

2 People are more likely to express anger over the phone, rather than in

writing or face to face; telephone usage has risen steeply over recent

years; people’s expectations have risen.

3 Yes-but not enough.

4 Working outside company premises, e.g. at home or on client

premises.

Skills: Managing telephone calls

A 1.3

1 bored

2 impatient

3 unhelpful

4 inefficient

5 aggressive

B

/ ei / / i: / / e / /aI/ /əu/ /u:/ /a:/

A B F I O Q R

H C L Y U

J D M W

K E N

G S

P X

T Z(BrE)

V

Z(AmE)

C

Possible answer:

Netsat. Good morning. How can I help you?

Good morning. Could I speak to Donna Weston, please?

One moment, please… I’m afraid she’s not available at the moment.

Would you like to leave a message?

Yes, please. This is Eva Wartanowicz. Could you ask her to phone me

back later this afternoon?

Yes, certainly. Could you just spell your name for me?

Yes, its W-A-R-T-A-N-O-W-I-C-Z.

Could I just read that back to you –W-A-R-T-A-N-O-W-I-C-Z?

That’s correct.

And can I take your number, Ms Wartanowicz?

Yes, it’s 01863 483 2189.

That’s fine. I’ll make sure Donna gets your message.

Thank you very much.

Goodbye.

Goodbye.

UNIT 2 Brands

Starting up

B

a) advantages for the manufacturer:

having a product which is instantly recognizable (and thus more likely

to be bought); being able to associate specific qualities with the brand

(e.g. value for money, safety, prestige); the possibility of launching

related products under the same (established) brand; greater customer

loyalty

b) advantages for the consumer:

a reliable product – you know what you’re getting for your money;

high prestige brands give you an opportunity to enhance your standing

Vocabulary: Brand management

A

1 luxury brand

2 brand manager

3 brand leader

4 classic brand

5 brand image

6 brand loyalty

7 brand stretching

8 brand awareness

B

1 classic brand 3 brand image

2 brand awareness 4 luxury brand

Listening: What is branding?

Part 1

A 2.1

1 name 4 quality

2 differentiate 5 synergy

3 competitors’ 6 money

Part 2

B 2.2

BRANDS

Stand-alone or individual

brandsCorporate or family brands

Ariel

Haagen Daz

Direct Line Insurance

Marlboro

Heinz

Virgin

Marks and Spencer

Levis

Part 3

C 2.3

Customers want:

1 new brands

2 choice

3 different products

Customers like to:

1 rely on the quality levels guaranteed by the company.

2 trust products.

3 identify with brands.

Reading: Fashion piracy

B

1 c) 2 d) 3 e) 4 f) 5 g) 6 a) 7 i) 8 b) 9 j) 10 h)

C

1 T-shirts, jeans & baseball caps.

2 Because Calvin Klein has become a more well- known Brand, and is

therefore more profitable to copy.

3 By establishing a network of employees and external specialists.

D

1 It took a passive approach.

2 Because of the increase in counterfeiting and because it reduces the

company’s sales and damages its brand image.

3 It has expanded its business outside N. America, increased spending on

advertising and signed licensing deals with partners for whole regions

rather than individual countries, the previous practice.

Language review: Past simple and present perfect

A

1 launched

2 increased

3 have fallen

4 have copied

5 has become

6 organized

7 have found

8 have seized

9 contacted

10 informed

11 have had

12 have lost

UNIT 3 Travel

Starting up

C

British English:

petrol

lorry

car park

holiday

taxi

luggage

return

tube

steward/stewardess

motorway

queue

timetable

American English:

gasoline

truck

parking lot

vacation

cab

baggage

round trip

subway

flight attendant

freeway

line

schedule

Reading1: Free flight offer

1 To gather information about Emirates’ existing customers.

2 A free Economy ticket flight voucher.

3 You must take a First or Business Class trip with Emirates before July

this year.

4 To encourage people to respond.

B

Research (U), location (C), information(U),

questionnaire(C), network(C), accommodation(U)

C

information (informations)

research (researches)

accommodation (accommodatoins)

Language review: will

1 you will have experienced (line 1)

2 you’ll be helping(line 4)

3 This will ensure(line 5)

4 we will send(line 7)

5 we will be entering (line 10)

6 winner will receive (line 11)

7 You’ll find (line 16)

8 winner will be notified (line 18)

9 we will be welcoming (line19)

1 will + the perfect:1

will + the infinitive (without to):3,4,6,7

will + the passive:8

will + be + verb + ing: 2,5,9

2 1

3 3,4,5,6,8

4 7

This information will help us (line 4)

Your feedback will also allow us (line 5)

Future will be of genuine relevance (line 8)

you will be doing us a great favor (line 11)

will be entered in a free prize draw (line 16)

The winner will enjoy (line 19)

We will thank everyone (line 28)

Skills: Making arrangements on the telephone

B 3.1, 3.2

a) The caller (Philippa Knight) phones Maria Bonetti to make an

appointment to see her in London next week. The appointment is fixed

for Wednesday at 2pm.

b) Philippa Knight calls Maria Bonetti to reschedule their meeting

because her plane has been delayed. Maria Bonetti’s phone is engaged

when she rings so she leaves a message.

C-D 3.1 3.2

C 1 I’d like to make an appointment to see

2 day would suit you

3 How about Wednesday

4 you make it

5 me check my diary

6 what about

D 1 will you hold

2 but something’s come up

3 I’d like to meet her

4 Preferably

5 Could she call me back

6 020 7585 3814

Reading 2: Air rage

B

A businessman shot out the front tyres of a plane on the runway.

A 70-year-old hit a steward because there was no more steak.

C

The following reasons are given: 1,5,6,8,10.

D

Staff (U)

luggage(U)

stress(U)

passenger(C)

crew(C)

steward(C)

alcohol(U)

travel(U)

work (U+C)

Listening: Business Travellers’ problems

Part1

A 3.3

Seating requests (a lot of business travellers have specific and exact

seating requests); downgrading (where passengers are moved to a lower

class seat than they have booked and paid for because the airline has

oversold seats); upgrades (where passengers request a better class seat

than they have booked and paid for); baggage (going astray or getting

damaged)

B 3.3

1 a) British Airways

b)Terminal 4

c)London Heathrow

2 a) an aisle

b) a window

3 Sometimes the aircraft being fully booked.

4 Because of commercial pressure.

5 Passengers on BA’s frequent flights scheme.

6 A seat upgrade.

Part 2

C 3.4

Listen very carefully.

Find the actual cause of the complaint.

Example: delayed flight.

Not caused by the airline/British Airways.

Caused by the airline/British Airways.

Make sure it doesn’t happen again.

Offer an apology if required.

UNIT 4 Advertising

B 4.1

Product Reasons for liking the advertisement

a car ‘it’s colorful, I like the music and it’s chaotic’.

Levi Strauss(jeans) ‘a very good-looking boy… a great tune…’

Renault Clio (car) ‘it was a funny ad. It just appealed to my sense

of fun…’

Dairy Box (chocolates) ‘I just felt I had to have those chocolates and I

went out and bought them. It was an immediate

response to an advert.’

Vocabulary: Advertising media and methods

B

ADVERTISING

Media Methods Verbs

radio

directories

exhibition

press

mailshots

public transport

billboards/hoardings

posters

word-of-mouth

cinema

leaflets

television

jingles

commercials

point-of-sale

endorsement

slogans

sponsorship

free samples

persuade

run

target

publicise

promote

place

launch

research

sponsor

Reading: Outdoor advertising

B-C

B 1 e) 2 b) 3 d) 4 a) 5 c)

C The cost of a prime-time TV slot is soaring. However, advertising on

kiosks is cheap. Outdoor advertising is one of the fastest growing

segments in the market.

D

1 billboards, transport, bus shelters, public toilets

2 18:$18 billion, annual value of the world outdoor advertising market

6:6%, percentage of the world’s annual advertising spend accounted for

by outdoor advertising

30:30-second, the length of a prime-time TV slot 60,000: £60,000, the

cost of a 30-second prime-time TV slot

100,000:$100,000.the dollar equivalent of £60,000

90: £90, the cost of placing an ad on a bus shelter for two weeks

20:20%, percentage of outdoor advertising accounted for by street

furniture in Europe

5:5%, percentage of outdoor advertising accounted for by street

furniture in America

3 Outdoor advertising has become popular because it is cheap, because it

is a ‘true mass-market medium’ and because of the quality and

innovation it is now possible to achieve in outdoor displays.

4 entertainment, clothing and financial services

Listening: Successful advertising campaigns

Part 1

B 4.2

The main reasons Andrew Pound mentions are cost effectiveness (‘the

key thing that made it successful was the amount of money we spent-very

little money – and in terms of sales results, as a percentage of the amount

of money we spent, it was a huge success.’); targeting (‘we had a very

good match between the types of people who we knew bought marmalade

and the types of people who we knew through research listened to that

radio station. And we fitted them together in a way that made sense…

that’s what made it a success.’) and increased sales (‘that’s the key thing

about advertising. If it doesn’t generate sales, then it’s no good.’).

C 4.2

1 older people (marmalade); children (cheese spread)

2 radio (marmalade); TV (cheese spread)

Part 2

E 4.3

Advertising helps to keep a product at the front of consumers’ minds so

they are more likely to select it, rather than a competitor’s product, when

they go shopping.

F

advertising campaign

marketing mix

public relations

retail outlets

price promotions

promotional techniques

Sample sentences:

Our new advertising campaign gets underway in June.

Do you know what the four Ps in the marketing mix are?

Good public relations is essential in this day and age.

We sell through a wide range of retail outlets.

Price promotions are a good way of boosting sales.

We choose which promotional techniques to use for new products very

carefully.

Language review: Articles

A

1 More than 6,000 famous advertising people from around the world

gathered in Cannes at the end of last month for the 44 th International

Advertising Festival.

2 Many of those looking through the 4,000-plus commercials were

searching for the multinational advertiser ideal: a simple idea that

crosses borders and appeals to people on the same level in different

markets. Unfortunately most of the awards were for ads created

specifically for local markets.

3 The New Ford Puma campaign was created too late for this year’s

festival, but expect to see it shine at the 45th. Designed to launch Ford’s

new sporty coupe across Europe, it contains that instantly recognizable

idea that those multinational agencies’ clients seek.

4 Essentially, the late, great Steve McQueen drives a Ford Puma through

the streets of San Francisco in the manner in which he drove a 1960s

Ford Mustang in his classic movie Bullitt.

5 Footage from the film, supplied by Warner Brothers, is combined

through the use of extraordinary computer technology with footage of

the Ford Puma. The Car follows one of the routes the Mustang took in

the film.

6 As McQueen ‘drives’ around the city, the car receives admiring glances

from passers-by ranging from a traffic cop to an attractive woman out

walking. Finally he pulls into his garage where he parks the Puma

alongside the original Mustang.

B

an advert, a commercial, a concept, a USP, a university, a VIP, an hour, a

European, an exhibition, an MBA, an employee, an endorsement

C-E

C 1 the streets of San Francisco

2 a) Bullitt b) the Ford Puma

c) one of the routes taken by the Mustang

d) the 1960s Mustang Steve McQueen drove in Bullitt

3 a) San Francisco b) the Ford Puma c) the one

Steve McQueen has been ‘driving’ round the city

d) the one Steve McQueen drove in Bullitt

D We use the definite article when we know which one(s) because it’s

been mentioned before, because it’s explained or because it’s the only

one around.

E We use the indefinite article when we don’t know exactly-or it doesn’t

matter – who or what is meant.

Skills: Starting presentations

Formal

Good morning everyone, on behalf of myself and Focus Advertising, I’d

like to welcome you. My name’s Sven Larsen, I’m Commercial Director.

This morning, I’d like to outline the campaign concept we’ve developed

for you. I’ve divided my presentation into three parts. First, the

background to the campaign, next the results of our market study, thirdly,

the concept itself. If you have any questions, please don’t hesitate to

interrupt me.

Informal

Hi, I’m Dominique Lagrange. Good to see you all. As you know, I’m

Creative Director of DMK. I’m going to tell you about the ideas we’ve

come up with for the ad campaign. I’ll give you the background and talk

you through the results of the market study, and tell you all about our

concept. If you’re not clear about anything, go ahead and ask any

questions you want.

C

1 ask a question

2 tell a personal story

3 offer an amazing fact

4 state a problem

UNIT 5 Employment

Reading: Choosing the best candidate

B

Fundamentally, people stay the same. They may learn things, and later in

life forget them, but basic abilities- such as language learning and

numeracy – change little.

C

1 People who panic; people with impressive qualifications who can’t

learn; hypochondriacs; unstable people; those who don’t come up to

expectations.

2 That some people had potential when they were employed-but never

realized that potential.

3 Employers should select candidates for what they are rather than for

their ‘potential’.

D

intelligence & ability: bright; astute; clever; sharp; slow

emotional stability: calm; easy- going; moody; neurotic; quick-tempered

conscientiousness: reliable; hard-working; punctual; responsible

Listening: Recruitment interviewing

Part 1

A 5.1

1 d) preparation

2 He left his CV behind.

B 5.1

Find out about the job: ring up the Press Officer or the Marketing

Department; get the latest press release/annual report.

At the interview: compliment the interviewer on a recent success; show

that you've taken an interest in the company; show enthusiasm for the job.

Visit the company: talk to the receptionists; get hold of the company

newspaper; pick up company literature on the products you'll be involved

with; find out what the dress code is.

CV: easy to read; well-written; be concise - don't ramble.

Part 2

C 5.2

1 What does the candidate like most about his present job?

What does he like least?

What are his weaknesses?

What are his strengths? (Does he fit in?)

2 likes: traveling; meeting new people

dislikes: working weekends

D

1 press officer

2 marketing department

3 press release

4 annual report

5 company newspaper

6 dress code

Discussion: Personal appearance at work

A

1 lorry drivers

2 Because they did not observe the company's dress code.

3 Yoshiaki Nishiura apologized; John Humphries accepted the change.

4 Yoshiaki Nishiura, for unfair dismissal.

C-D

C growing number

human rights

company discipline

professional appearance

good impression

unfair dismissal

D 1 good impression

2 unfair dismissal

3 growing number

4 company discipline

5 professional appearance

6 human rights

Language review: Questions

1 c) 2 a) 3 d) 4 b)

A

Who sacked Mr. Nishiura?

What did Mr. Nishiura do?

What did Mr. Yamago do?

Who dyed his hair brown?

Why did Mr. Yamago sack Mr. Nishiura?

B - C

B 1 a) 2 b) 3 a)

C 1 (Could you tell me) your age/how old you are/ what age you

are/what your age is?

2 (Could you tell me) how much you currently earn/what your current

salary is?

3 (Could you tell me) about your reasons for leaving your last job/why

you left your last job?

4 (Could you tell me) about your weaknesses/what your weaknesses

are?

Skills: Managing meetings:

A 5.3

Right, can we start please?

How do you feel about…?

Could you let her finish, please?

I'm not sure that's relevant.

I think we should move on now.

I think we should discuss this a bit more

OK, let's go over what we've agreed.

UNIT 6 Trade

Starting up

C

While countries like Russia and Brazil are relatively rich in natural

resources, their per capita GDP is low in comparison to the USA,

Germany, or the UK. Japan and Singapore on the other hand, which are

poor in natural resources, have a high per capita GDP. (Allow some

flexibility with the answers.)

Vocabulary: Free trade

in favour of free trade

open borders

laisser-faire

deregulation

free port

liberalise

against free trade

barriers

dumping

protectionism

quotas

tariffs

strategic industries

subsidise

infant industries

restrictions

customs

C

C 1 e) 2 d) 3 f) 4 b) 5 g) 6 c) 7 a)

D to break into a market (exporter)

to carry out a market survey (exporter or importer)

to place an order (importer)

to meet a delivery date (exporter)

to quote a price (exporter)

to arrange insurance cover (exporter or importer)

to comply with regulations (exporter or importer)

Reading: Letters of credit

A

Exporter: Julian Montero Goods: red & white wines

Importer: Connoisseur Quantity: 50o cases

Value: US$50,000

Method of payment: irrevocable letter of credit

Documents required: four clean copies of the Bills of Lading

Contract restriction: no part shipments

B

1 in 30 days

2 brands and quantities

3 Julian Montero

4 a copy of the letter to the correspondent bank in Argentina

C

1 d) 2 a) 3 i) 4 c) 5 j) 6 h) 7 e) 8 b) 9 f) 10 g)

Language review: Conditions

A 6.1

1 we buy

2 you buy

3 I place

4 you get it

5 you can increase

6 we agree

B

Possible answers:

Pierre If you order 2,000 cases, we'll give you a 10% discount and

deliver before the Xmas rush. We will also cover the

insurance costs.

Bella We get less demand for Santa Rita. A 10% discount is OK,

but we only want 1,500 cases.

Pierre I'm sorry. We can't agree to that.

Bella Well, if we order 2,000, we'll want another 3% discount.

Pierre We can't increase the discount by 3%, but we can give you

another 1% only, plus 30 cases of champagne. That's a pretty

fair offer!

Bella OK. You've got a deal!

Listening: Negotiating techniques

Part 1

A-B 6.2

A L-I-M stands for Like, Intend, Must.

B Like: To win the business there and then.

Intend: To show they were professional and competent and could

meet their needs.

Must: Keep the dialogue open and ensure that the competitor didn't

win the business.

Part 2

C-D 6.3

1 Identify who the decision maker is.

2 Focus on the buyer's need, not your own need.

3 Leave when you've made the sate - don't keep talking.

E

1 a) 2 b) 3 a) 4 b) 5 a) 6 b) 7 a)

Skills: Negotiating

C

1 Ready yourself.

2 Explore each other's needs.

3 Signal for movement.

4 Probe with proposals.

5 Exchange concessions.

6 Close the deal.

7 Tie up loose ends.

R-E-S-P-E-C-T

UNIT 7 Innovation

Starting up

C

R&D — research and development

Brainwave — a sudden inspirational bright idea

blueprint — a detailed plan or scheme

prototype — a model or initial version of something

setback — something that hinders progress

breakthrough — opposite of setback, a success

patent — legal right protecting an invention

Vocabulary: Describing innovations

A

Verb Noun

(thing)

Noun

(person)

Adjective

develop development developer developed/

developmental/

developing

design design designer —

invent invention inventor inventive/ invented

innovate innovation innovator innovative

produce production producer productive

create creation creator creative/created

pioneer — pioneer pioneering

patent patent patentee patent/patented

B

+efficient, +brilliant, +beneficial，- useless,

+revolutionary, - pointless, - ridiculous, - uneconomical,

+marketable, +ground-breaking, +feasible, +viable,

- impractical, +ingenious, +clever

Reading: Innovation and the market

B-C

Innovator Developer Product

Berkey

Ampex

Gablinger

Chux

Xerox

Apple

Casio

Matsushita

Miller Lite

Proctor & Gamble

Xerox

IBM

hand - held

calculator

video recorder

low-alcohol lager

disposable

nappies

photocopiers

personal

Apple Microsoft

computers

windows

C 1 The pioneers of inventions and innovations are often not the ones

who develop their ideas into commercial successes; being first in

the field is not enough.

2 The depth of their technical expertise, the extent of their marketing

skills, the fact that they are large, and that they are established

companies.

3 They were all founded by true innovators.

4 The wheel.

D

commercial success

competitive advantage

technical expertise

personal computers

established corporation

marketing skills

Language review: Passives

A

1 passive 2 active 3 passive 4 passive 5 passive

6 active 7 passive 8 active

B

Possible order:

Market research is carried out.

The drug is developed in the labs.

A licence is applied for.

Approval is granted by the authorities.

The trials are approved by the Ethics committee.

The drug is tested on animals

The drug is tested on humans.

The results of the trials are published.

The drug representatives are trained.

C

Possible answer:

First of all, a designer is chosen and a design is produced. From the

design, a model of the car is built. Modifications are then made by the R

& D department and the engineers. The original design is modified and a

prototype is built. An existing engine may be used or a new engine may

be developed - this can be very costly.

The new model is now tested on special tracks or roads and any further

problems with the design are dealt with. It is very costly if serious

problems are discovered at this stage.

If all goes well, journalists are invited to test-drive the model and write

reviews of it. The reviews written by these journalists are then published

by major newspapers and car magazines.

Finally, the model is displayed at famous motor exhibitions like Geneva

or the Earls Court Motor show.

Listening: Presentation techniques

7.1

1,3,4,5,7 are true.

Skills: Presentations

B 7.2

Good morning everyone.

First I'll give you…;After that…;Finally…

If you have any questions, don't hesitate to ask.

Let's start with the background.

As you know…

Right, let's now move on to…

If you look at the graph…

To sum up…

Thanks very much. Any questions?

C-D

PRESENTATION PLANNER

Opening Introduce yourself. Say what the presentation is about.

Explain the structure of the talk. Indicate your policy on

questions.

Main section Give all the facts. Involve the audience as appropriate.

Make use of any visuals. Mark changes of topic clearly.

Conclusion Give a summary or a conclusion. Invite questions and

thank the audience.

UNIT 8 Organization

Vocabulary: Comparing and structure

1 House/building, land, investments, money, equipment, vehicle(s).

2 Save personal capital, acquire personal capital (redundancy

money/inheritance/lottery win), new mortgage, venture capital

(money invested in a business for development or expansion by a

third party as a commercial undertaking)， bank loan, take on a

partner.

3 $12,500.

4 Advantages: Sleeping partners have no obligations in the running of the

company but are entitled to a share of the profits and their liability in

respect of the company is limited to the amount of their investment.

Disadvantages: They forego the use of their capital and they have no

say in the running, hence profitability, of the company.

5 A sleeping partner provides capital for a partnership; a shareholder

provides capital for a limited company.

6 No, because the risk is limited to loss of original investment (limited

liability).

7 Secure the consent of fellow shareholders.

8 Limited liability; very large amounts of capital can be raised; shares

are freely transferable; death of shareholders does not affect the firm;

the business is a legal entity.

B

annual general meeting (AGM); personal assets; board of directors;

public limited company; private limited company; unlimited liability;

business debts; stock exchange; sleeping partner; sole trader; business

partner; company directors; board meeting; personal liability

C

There are no ‘correct’ answers here, but you would expect the following

to be listed under good:

professional, democratic, caring, disciplined, welcoming, market-driven.

You would expect the following to be listed under bad: cold, impersonal,

paternal, slow-to-respond, bureaucratic.

The pairs that are left (centralised/decentralised and flat/hierarchical) are

more likely to spark debate (but may not!) as they are more specific to

individual companies and more sensitive to opinion than the other

adjectives in the list.

Reading: New ways of working

B

Singing at meetings; dressing in strange clothes at meetings; having no

individual offices; keeping small animals and birds at head office.

C

Liisa Joronen

Age:

Position:

Physical appearance:

Personality:

Leadership ideas/style:

Public image:

SOL cleaning company

Location:

Number of staff:

Number of branches

Logo:

Working conditions/

50

owner of SOL

slim, brunette

charismatic

people motivation and strict auditing of targets

revolutionary or crazy

Finland

3,500

25

a sun with a curved line turning it into a smile

staff sit anywhere - there are no individual

practices: offices or desks, but there is a communal area

similar to a social club; no staff hierarchy -staff

work as a team; Japanese- style motivation

sessions

E

1 c) 2 c) 3 a) 4 c) 5 b) 6 a)

Language review: Noun combinations

1 b) 2 d) 3 c) 4 a)

A

’s possessive

Finland's SOL, SOL's owner, people's shyness, company's name, people's

creativeness, Helsinki's metro

one noun used as adjective

cleaning company, vacuum cleaner, management guru, ski run,

management styles, people motivation, engineering motivation, business

leaders, sales meetings, sun logo, office hours, billiard table, kitchen

corners, field teams, headquarters worker, tango classes, motivation

sessions, television programme

phrases with of

brunette of 50, auditing of targets, joy of working, independence of mind

compounds nouns forming one word

laptops, workplace, sunflower, playground, headquarters, weekends

B

1 90-mile keep-fit cross-country ski run

2 a) a £100,000 (one hundred thousand pound) salary

b) a $5-million (five million dollar) research project

c) a £2-million (two million pound) take-over bid

d) a 45-minute (forty-five minute) meeting

C

2 a) 3 a) 4 b)

Listening: A new office complex

Part 1

B 8.1

1 To make sure the building was built on time and within budget, and to

make sure the move was smooth and successful.

2 An open-plan design aimed at encouraging staff interaction; reduced

paperwork through extended use of electronic communication and

record-keeping; flexible working practices.

C 8.2

1 hot-desking; home working; a building layout which features dedicated

`spaces' for specific tasks and needs rather than for specific

individuals

2 open-learning education; electronic shopping; excellent meals

3 The move was thought through very carefully and planned very

thoroughly; the people involved were trained very well and kept fully

informed about everything that was happening.

Skills: Introductions, socialising and leave-taking

A-C

A 1 b) 2 d) 3 e) 4 a) 5 f) 6 c)

B 1 provide, sell, produce, supply, distribute

2 branches, partners, contacts, agents, factories

C 1 c) 2 d) 3 a) 4 b)

UNIT 9 Money

Skills: Dealing with figures

B 9.1

EuroDisney

Yule Catto

four point six billion francs; twenty-two

thousand; twenty fifteen or two thousand and

fifteen

two hundred and Forty million pound(s); thirty-

two pence (or p); ten percent; two hundred and

seventy-four pence (or p); eight pence (or p);

two hundred and twenty-five pence (or p)

Prince invests

Monet market

FT sales record

New car registrations

four hundred million dollars; five percent; three

hundred million dollars; one percent; one

hundred and fifty million dollars; five percent

eighteen seventy; three point eight million

pounds

twelve point four percent

ten point four percent; nine hundred and ninety-

one thousand eight hundred; eight hundred and

ninety-eight thousand four hundred

Language review: Trends

1 decline, decrease, fall, drop

2 double

3 fluctuate

4 gain, improve, increase, rise

5 halve

6 level off

7 peak

8 plummet

9 recover

10 rocket

11 triple

VERB

decline

decrease

double

drop

fall

fluctuate

gain

halve

improve

increase

level off

peak

plummet

recover

rise

rocket

triple

NOUN

a decline

a decrease

a doubling (possible, but infrequently used)

a drop

a fall

a fluctuation

a gain

a halving (possible, but infrequently used)

an improvement

an increase

a levelling off

a peak

a plummet (possible, but hardly ever used)

a recovery

a rise

a rocket (but this is never used to describe trends)

a tripling (possible, but infrequently used)

C

1 from…to

2 by

3 of

4 at

5 of/at

6 of/at

E – F 9.2

1 always drop/have always dropped

2 rose

3 plummeted

4 had recovered/recovered

5 have gone up/have been going up

6 will probably reach/are probably going to reach

7 rose

8 have increased

9 are still going up

10 will decrease/are going to decrease

11 level off

12 will improve

Listening: Making loans

C 9.3

The individual Are they prepared? Do they know what they want? Do

they understand what is required? Can they explain

with clarity the purpose for which the money is

The business

Intuition

required? Are they confident?

Can it provide the means of repaying the money that it

has borrowed? Does the business plan demonstrate

this? Does the business plan include details of business

structure as well as financial information (logical

thought processes often produce good financial

structures)?

If it doesn't sound right, it probably isn't.

Part 2

D 9.4

1 First example: successful businessman who sold his business and then

bought it back when it was unsuccessful; now more successful and

profitable than before.

Second example: entirely new product badly presented; with

considerable assistance in restructuring the proposal a successful

business structure was created; the firm is now a well-known UK

company.

2 Financing a business which screen-printed logos on umbrellas.

E

1 clear

2 logically

3 confidence

4 intuitively

Reading: Financial disasters

D-E

Where did

it happen?

When did

it happen?

Who was

involved?

What

happened?

Why did

it happen?

What were the

consequences?

South Sea Bubble

London

1720

Investors

South Sea

Company

collapsed

market

collapsed

economic

depression in the

country

Tulipomana

Holland

1637

people from

all classes

the tulip

market

collapsed

panic

among

investors

severe

economic

recession m

Holland

Wall Street Crash

New York

1929

investors, financial

institutions

US stock market

crash

stocks

overvalued,

loss of

confidence

severe and lasting

world economic

crisis

F

The South Sea Bubble:

1 a huge profit

2 founded

3 boom

4 to take over

5 rise dramatically

6 Eventually

7 levelled off

Tulipomania:

1 speculative explosion

2 real estate

3 poured

4 followed suit

5 collapsed

6 security

7 bankrupt

The Wall Street Crash:

1 industrialist

2 rocketed

3 a break

4 took off

5 peak

6 overvalued

7 getting out of the market

UNIT 10 Ethics

Vocabulary: Honesty and dishonesty

A

1 crooked

2 compensation

3 disclosure

4 a whistleblower

5 a bribe

6 integrity

B

1 law-abiding 4 a whistleblower

2 a slush fund 5 a bribe

3 industrial espionage 6 integrity

Reading: Whistleblowing on tobacco

C

1 CBS feared that Wigand's employer would sue CBS for 15 billion

dollars because it claimed that CBS induced Wigand to break the strict

Confidentiality Agreement between Wigand and his employer.

2 Brown & Williamson threatened to want Jeffrey Wigand's head and

sued Wigand for breaking the Confidentiality Agreement. Brown

&Williamson also intimidated CBS to drop Mike Wallace's interview

with Jeffrey Wigand in 60 Minutes.

3 Jeffrey Wigand enjoyed battling big tobacco because he can do

something to help others.

D

get sb hooked on sth/get sb addicted to sth

induce sb to do sth/lead sb to do sth

identify sb with sth/associate sb with sth

be comfortable with/be free from anxiety or stress

Listening: A code of ethics

Part 1

B 10.1

1 false 2 true 3 true

C 10.1

1 Firstly, it makes a commitment to certain good behaviour and so it's a

way of communicating the importance of good behaviour to all of its

employees and partners.

2 If you express these things in writing, especially, then you can be held

accountable for them.

Part 2

D 10.2

When does a facilitation payment become a bribe?

Language review: Narrative tenses

A 10.3

e) The product was tested.

d) The product was launched.

h) The product sold well.

g) People started to complain.

a) The newspapers asked questions.

f) The number of complaints doubled.

b) The product was recalled.

c) The company lost a lot of money.

B

1 The product was a face cream

2 It caused an allergic reaction.

C 10.3

Past simple

Past continuous

Past perfect

Present perfect

3 Events in the story.

1 Setting the scene and providing background

information.

2 Events which happen before the story begins.

4 Saying what the present results of the story are.

D

1 had 2 introduced 3 had become 4 were buying 5 talking

6 recommending 7 changed 8 was 9 started 10 couldn't

11 tested 12 said 13 decided 14 looked 15 had lost 16 have been

Skills: Problem- solving

There are several ways we could deal with this.

Let's look at the pros and cons…

Let's look at this from a different angle.

It might be worth…

Let's think about the consequences of…

The best way forward is to…

So the next thing to do is…

UNIT 11 Change

Reading: Managing change

B

Jack Welch's attitude is that change is an opportunity. It can represent a

challenge and it can also represent a danger, but it is essentially an

opportunity.

C

1 quotation 3 2 quotation 5 3 quotation 4

4 quotation 2 5 quotation 1

D

DO

Bring people into the change process.

Start with reality.

Get all the facts out.

Give people the rationale for change.

See change as an opportunity.

Energise and invigorate others.

Stimulate and relish change.

Think in terms of fundamental change.

DON'T

see change as a threat.

let bureaucracy beat you.

be frightened or paralysed by change.

think in incremental terms.

E

Possible answers:

1 renewing itself, leaving the past behind, adapting to change

2 the change process

3 winning and losing, threat, opportunity

4 gradual change, transformation, gone through, big bold changes

5 energise, invigorate, stimulate

6 incremental terms, fundamental change

F

1 rationale 2 threat 3 bold 4 relish

Listening: Resistance to change

Part 1

B 11.1

uncertainty, fear, lack of trust, lack of control

Part 2

C 11.2

Possible answers:

Situation - client company, number of years ago, cost reductions and new

marketing strategy necessary

Chief Executive - new to board, published new targets within three

weeks, informed everyone

Communication - Chief Executive's message communicated clearly to all

concerned widely from the beginning, face-to-face communications and

weekly letter giving progress update

Difficult decisions - employee cuts

D

1 significantly 2 volume 3 lead 4 vision

5 segment 6 margins

Language review: Reporting

A

1 I'm looking forward to the changes.

2 When will the report be published?

3 Nobody ever tells me anything.

4 Many staff have taken time off work.

5 Can (Could) we bring forward the next round of changes?

6 We need to (must) recognise that resistance to change is natural.

7 The changes don't affect the shop floor workers, but they have to know

what's going on.

B

Klaus said he didn't understand why this was happening. Joel added that

he was very worried about the future. Lisa complained that she felt out of

control of the situation and Maria wondered what was going to happen to

her. Diego emphasised that the new system would bring many benefits

and was good for all the staff. Lydia complained that nobody had asked

her what she thought. Rosa asked whether they would have any training

on the new computers. Claudia added that she didn't trust the decision

makers, but Ludmilla said that she welcomed the changes. She

emphasised that they would improve the company a great deal. John

complained that they had introduced the changes too soon and said that

this had surprised everybody.

Skills: Meetings

B

Possible answers:

Good meetings - clear objectives; participants well prepared; constructive

discussions; all points on the agenda covered; clear action points agreed;

meeting starts punctually and runs to time

Bad meetings - the chairperson talked too much; discussion dominated by

few participants; participants talk among themselves; participants

unprepared; discussion deviates from the agenda; discussion gets heated

and personal; meeting goes on far too long

C

1 chair 2 participants 3 attend 4 agenda 5 item

6 any other business (AOB) 7 propose 8 second

9 vote 10 minutes 11 send your apologies 12 action points

D 11.3

Our main purpose will be to explore your views.

I really can't agree with you there.

Stefan, what do you think?

I agree with Max.

Let Stefan finish please, Max.

I really think we need a report.

Would you prepare a short report please?

Can you explain it a bit more clearly?

E

Agreeing:

Giving opinions:

Asking for clarification:

Yes, that's true I suppose.

You've got a point there.

I'm just not happy about this proposal.

How do you feel about this, Nancy?

F

Company:

Nationality:

Product:

Product strengths:

Output:

Problems:

Options to consider:

Stirling Cars

English

sports cars

traditional design, excellent performance, car

body mostly handmade

500 cars a year

4-5 year waiting list, rising

production costs, falling profitability

1 automate production

2 subcontract engine

3 use more mechanised tools

4 raise prices

UNIT 12 Strategy

Vocabulary: Different strategies

A

1 d) 2 b) 3 a) 4 c)

1 takeover 2 joint venture 3 alliance

B

cost cutting:

a demerger:

a disposal:

rationalisation:

a sell off:

acquisition:

an economy drive:

reducing operating or production costs

the undoing of a merger

an asset which is being or has been sold off

the making of changes in order to increase

efficiency

an asset which is being sold (perhaps a little

cheaply)

buying or taking over another company

an organised effort to save time/money/resources

1 a) An acquisition can be used by firms to get bigger.

b) A demerger, a disposal and a sell off can be used by companies to get

smaller.

c) Cost cutting, rationalisation and an economy drive can be used to

become more efficient.

2 They are all likely to result in people losing their jobs.

C

Sample sentences:

1 The company is scheduled to implement its expansion plan in the

autumn.

2 The management consultants are at this moment developing a new

corporate strategy.

3 It is time we reviewed our departmental objectives.

4 The new head of personnel is very keen that we set ourselves new

goals for the coming months.

5 If our competitor employs new tactics, we will have to respond.

Discussion: Mission statements

A – B

A The main advantage of a publicly stated mission statement is that the

company's sense of direction and values are clear to everyone both

inside and outside the company. The main disadvantage is that the

company's corporate strategy - and degree of success or failure in

achieving it - is open to all to judge.

B 1 Aims to achieve revenue growth through winning games and

trophies, by being the best at what it does.

2 Aims to benefit humanity through research and product innovation;

stresses its commitment to global humanitarian cause.

3 Aims to differentiate itself from other fast food retailers by stressing

its commitment to using only natural healthy ingredients.

B

FO R

You can create a definite No 1 in terms of size by merging the top two

companies in an industry.

You can strengthen your management quickly by merging two companies

with good management teams.

You can widen your customer base.

You can increase your distribution channels.

The remaining competition in the industry becomes second level.

AGAINST

The competition is forced to respond actively to the new situation in the

market.

50% of large-scale mergers fail.

Mergers can fail because they are not right for one or more of the

company's shareholders, customers, employees and business partners.

After a merger there is a dangerous period where business momentum is

lost.

If you are in an industry where you are acquiring people, the potential-

and penalty- for losing those people is high.

C

b) John T Chambers mentions all these things as being important but says

that integrating the staff Cisco has acquired is what the company focuses

on first. (lines42-43)

Language review: Dependent prepositions

A

1 build up 2 respond to 3 focus on

4 incorporate into

B

1 agree with 2 hear about 3 refer to 4 think about

5 apologize for

C

Sample answers:

1 …for arriving late.

2…in developing the product before anyone else.

3…on the need to reduce costs.

4…on reducing the number of hours per shift.

5…on that particular supplier.

6…on corporate strategy.

7…to our new pay award.

8…of the disposal.

D

1 consists of 2 advise on 3 budgeted for 4 invest in

5 spend on 6 compete with 7 work with 8 succeed in

9 account for 10 rely on

Listening: Developing a strategy

A

1 b) 2 b) 3 c) 4 b) 5 c)

Part 1

B 12.1

3 What markets they know about.

4 What markets are growing.

5 Which of those markets can make the best use of the company's assets.

The first step - to operate better.

The second step - to decide which assets to keep and which to dispose of.

The third step - to stitch together their businesses to enable them to use

each other's assets.

Part 2

C – D 12.2

C Marjorie Scardino mentions 1, 2, 3 and 5.

D 1 Strategies that are extremely clear and define a very unique goal.

2 a) It has a clearly defined product(…here's what their main product

is...). b) It is aimed at a worldwide market(…they're going to

focus on international markets…).c) It emphasises effective

distribution (…they're going to focus on distribution…).

Skills: Decision – making

C 12.3

Can you give us the background?

We should sell out as soon as possible.

I don't agree with that at all.

We need more information about where we're going wrong.

I totally agree with you.

I am worried about the store's location.

I think on balance we feel we should keep the store going.

So, the next thing to do is…

UNIT 13 Cultures

Listening: Cultural awareness

Part 1

A 13.1

Statement 1: Malaysia; Statement 2: Turkey and Colombia;

Statement 3: Colombia; Statement 4: Papua New Guinea

Part 2

B 13.2

1 attitudes to work; resolving problems; working in teams

2 action, doing things and achieving things

3 concentrating on the relatively simple things (such as food and alcohol)

rather than the more subtle differences (such as working practices)

C

Possible answers:

1 Language: It is a good idea to hire an interpreter who understands the

Japanese language, traditions and customs.

2 Personal contact: Good representation within Japan is vital and

trading on personal contact at a senior level is more important than

trading on price.

3 Patience: It is not unusual for business deals to take several months

to fall into place, so don't give up too soon.

4 Middlemen: Cut out unnecessary middlemen to keep your

distribution chain to a minimum and ensure fast delivery times.

5 Currency: Make it easier for your customers to order by quoting in

local currency.

6 Dialect, climate, culture: Because of the wide variations in dialect,

climate and culture within Japan, you may need to vary your

approach in different parts of the country.

7 Country of origin: Exploit your nationality's perceived strengths as a

country of origin.

8 Meals: For meats, it is best to stick to fish restaurants when

entertaining Japanese customers.

9 Customer visits: Look after visitors to the UK who are unfamiliar

with western culture especially carefully throughout their visit.

1

0

Gifts: Follow the Japanese example in offering prestigious,

beautifully presented gifts to your Japanese hosts and counterparts.

Language review: Modal verbs

A

1 possibility 2 possibility 3 ability 4 possibility 5 request

6 possibility 7 ability 8 request 9 obligation

B

Possible combinations:

1 a), b), c), d), e), f), h) 2 d), e), h) 3 b), d), e) h), i)

4 b), e), h), i) 5 b), c), d), e), i) 6 g) 7 a), b), c), f), h)

8 d), e), g), h) 9 a), b), c), f), h)

Skills: Social English

C

Possible answers:

Congratulations - praising a colleague on his/her promotion; Cheers -

having a drink in a pub; Make yourself at home - welcoming a visitor to

your home and getting them to relax; Help yourself-to food or drinks; I

don't mind - when you would prefer someone else to choose (e.g. where

to eat that evening); Excuse me - when you make a mistake (e.g. walk

into the wrong room); Sorry - when you need to apologise for something

(e.g. for being late); It's on me 一 when you want to pay in the pub or

restaurant; I m afraid一 when you have to give bad news (e.g. you can't

attend the planned meeting); Please - inviting somebody to do something

(e.g. sit down); Could you ...? - asking somebody to do something for you

(e.g. photocopy some letters); That sounds good – responding positively

to a suggestion (e.g. an invitation to have dinner with someone).

D

Sample answers:

1 I'm sorry. I didn't catch your name.

2 I'm sorry. I'm afraid I'm going to the opera on Tuesday.

3 Not for me thanks. I'm not very keen on (fish).

4 Excuse me, I really must be going. It was nice talking to you.

5 Welcome to (our headquarters).

6 Michael, can I introduce you to John Perry? John's over from the

States. John, this is Michael Andrews, my boss.

7 Robin, this is Sandy. Sandy, meet Robin.

8 Here's to our success.

9 I'm so sorry to hear about your job.

10 I'm very sorry I'm late. (The traffic was terrible.)

E

1 c) 2 e) 3 a) 4 b) 5 d) 6 f) 7 h) 8 g)

9 l) 10 k) 11 j) 12 i)

F

Interrupt a lot and Stay silent are the only points likely to lead to an

unsuccessful conversation, though some of the others (e.g. Keep eye

contact) might be considered culturally sensitive.

The social – cultural game

Possible answers:

1 I'm sorry. Could you tell me your name again?

2 I'm very sorry I'm late. The traffic was terrible.

3 Excuse me a moment. I've just seen somebody I need to speak to.

4 No, thank you very much. I'm afraid I don't eat…

5 a)

6 Yes, of course. I'll get you an ashtray.

7 Excuse me, this is rather higher than I was expecting. Would you

mind checking it for me?

8 I'm afraid I'm not familiar with some of these dishes. I wonder if you

could explain them to me?

9 I'm afraid I don't drink alcohol, but thank you anyway.

1

0

a)

11 Well, I'm not very keen on fish, but I eat most other things.

1

2

I'd love to but I'm afraid I have a prior engagement.

1

3

Haven't we met somewhere before?

1

4

I'm terribly sorry. You must let me pay for your dress to be cleaned.

1

5

c)

1

6

There are lots of nice souvenirs to buy from here. What sort of things

do you like?

1

7

There's a lot to choose from. What do you like doing?

1

8

It's Cotton. That's C - O - T - T - O -N.

1

9

It's oh-three-five-nine, double five-eight-six.

2

0

d)

2

1

What a beautiful/horrible day!

2

2

Well, I'm quite tall/short with long/short straight/curly dark/fair hair.

I'll be wearing black trousers and a cream coat and I'll be carrying a

copy of Market Leader.

2

3

My room's very noisy and the heating doesn't work.

Would it be possible to change rooms?

2

4

Go out of the building and turn left. Go straight as far as the traffic

lights, then turn right and first left and the station is on the right-hand

side.

2

5

a)

2

6

I can really recommend The Lucky Dip. They do excellent food

there.

2

7

Hello. My name's Brian.

2

8

Simon, this is Herr Hoffmann. Herr Hoffman, this is my boss, Simon

Hope.

2

9

Anne, this is Clark, my friend from university. Clark, this is Anne

who lives next door.

3

0

d)

3

1

Good morning. My name is John Smith. I have an appointment with

the bank manager.

3

2

I need to contact my boss. Would it be possible to use your phone?

3

3

How are you finding the conference?

3

4

Can I take your suitcase?

UNIT 14 Leadership

Vocabulary: Describing character

A – B

positive:

decisive (indecisive), charismatic (uncharismatic),motivating

(demotivating), adventurous (unadventurous), open (closed), informal

(formal), passionate (dispassionate), flexible (inflexible), energetic

(lethargic), straight (crooked), accessible (inaccessible), moderate

(immoderate), balanced (unbalanced), careful (careless), thoughtful

(thoughtless)

negative:

ruthless (gentle), uncaring (caring), impulsive (cautious), lunatic (sane),

aggressive (unaggressive)

C – D

According to Jack Welch a leader should be passionate, driven, energetic,

motivating, open, informal, straight, accessible and on the lunatic fringe.

A leader shouldn't be a moderate, balanced, thoughtful, careful articulator

of policy.

Listening: Running a large company

A – B 14.1

1 courage, imagination, empathy

2 Leaders who have great business ideas and see them through to

fruition.

3 They create business ideas and they see them through.

4 By making sure the company has a clear purpose, and by

communicating everything that's going on to the employees.

5 Probably a bit of both, but mostly they're made.

Reading: Leadership qualities

B

Parents’ background /values: factory workers ; children of the depression;

believed in saving; very religious; ambitious for their only son

Present position: Chief Executive Officer of Coca-Cola

Previous job: accountant

Previous boss: Roberto Goizueta

Personal qualities: driven, hard-working, introvert, systematic,

determined, straight

Management style/beliefs: big on discipline; encourages employees to set

themselves difficult targets; anti-hierarchy; communicates freely at all

levels; not in favour of conventional desk jobs; believes business

planning should be a continual discussion not an annual ritual; believes in

technology; believes in personal contact Achievements at Coca-Cola:

helped change the company's operations and capital structure to maximise

shareholder value; helped turn Coca-Cola around and become a

powerhouse; became CEO and chairman as planned

C

1 Drive: energy, self-motivation, determination; Ivester showed he had

this quality as the hardest-working man (Goizueta) had ever met.

2 Ivester's teachers at school.

3 He trained as an accountant, got media coaching, spent three years

studying marketing, spent two years working constantly to provide

essential support for previous CEO.

4 Always dress appropriately for work.

5 So that, instead of thinking of their office as the place where they

work, they will think of their office as the information they carry

around with them which they can access anywhere with the support

of technology.

6 He communicates freely with people at all levels, conducts business

planning as a continual discussion - sometimes via voice-mail - with

his top executives and doesn't spend all his time in the executive

suite.

D

1 champion wealth creator

2 depression

3 powerhouse

4 driven

5 a straight arrow

6 hierarchy

7 annual ritual

8 thrives on

E

1 to continue to transform the company in order to develop the full

potential of the staff, increase sales and maximise profit growth

2 increased competition from outside, resistance to change from inside

Language review: Relative clauses

A

1 which 2 which 3 who 4 who 5 which 6 who

B

1[which/that] where 2 who 3 which 4 who 5 who

C

Carly Fiorina, who has been called America's most powerful business

woman, is Chief Executive of the huge Hewlett Packard group, which

manufactures computers and printers. Ms Fiorina, who has spent most of

her working life in the telecommunications industry, started out as a sales

representative with AT&T, where she rose rapidly through the ranks.

Later she was a key player in the creation of the equipment and

components company Lucent Technologies, where she was in charge of

the sales and marketing of networking products. Ms Fiorina now oversees

an organisation which is one of the 30 leading companies in the Dow

Jones Industrial Average.

UNIT 15 Competition

Vocabulary: Describing competition

A

1 b) 2 a) 3 d) 4 c)

D

strong, fierce, unfair, tough, intense + competition

Sample answers:

There is fierce competition in the telecommunications industry.

Many countries have laws prohibiting unfair competition. Contractors in

the construction industry Face tough competition for new contracts.

There is intense competition for TV rights to international sports events.

Reading: Competitive advantage

B

The three strategies are: cost leadership，differentiation and focus.

C – F

C broad scope/wide range; breadth/width; segment/a section of a market

or industry; economies of scale/saving money by producing in large

quantities

D attributes/qualities; perceive/see, realise; uniqueness/something very

unusual and special; durability/ability to last a long time

E tailors/adapts; to the exclusion of/not including; optimizing/making

best use of; narrow/the opposite of wide

F 1 c) 2 a) 3 a)

4 It is bad for a company to be stuck in the middle because in that

position it possesses no competitive advantage and will compete at a

disadvantage.

Listening: Competition and the market

Part 1

A 15.1

1 a)

2 a portfolio of products; the best brands; the most recognisable

packages; an efficient manufacturing and distribution operation

3 b)

Part 2

B 15.2

2 Value is not just a function of price…better doesn't necessarily mean

cheaper.

Part 3

D 15.3

The three main changes in consumer habits which Kevin Warren predicts

are:

The purchase environments in which the consumer can access the

company's products will change.

There will be continued increase in leisure time so they need to be where

the consumer is, whether that be the sports centre or the multiplex

cinema.

The increase in out-of - home eating, especially snacking, will continue.

Language review: Talking about the future

A

another company is putting in their own bid

we're going to fight it

they'll match us for price

we'll have to concentrate

we're going to beat them

the union meets later this afternoon

I'll raise this with them

when I'm talking to the union

I'll do that

we're going to respond

I'll authorise the overtime payments

B

Possible answers:

1 I'm visiting a client.

2 We're going to buy all our materials in China.

3 Will you hold?

4 I'll take a cab.

5 Your plane leaves at 9.

6 I'll call the engineer.

7 I'm going to resign tomorrow.

8 You're speaking after lunch.

Discussion: Competitive strategy

Blues Fight The Reds

1 The challenge to Coca-Cola's market leadership had nothing to do with

product, with consumer perceptions of the product or with actual

market trends.

2 To focus on their product, not on their competitors' products; to look

For opportunities to grow their product; to analyse and respond to

changing patterns of consumer behaviour; to consider ways of

offering better value; to plan a promotional campaign that conveys

all these things.

Fly Me, I'm Cheap

1 The budget flights were proving very popular with customers and

British Airways was losing market share.

2 The small airlines will need to find new competitive advantages (e.g.

in-flight service, on-ground service, loyalty rewards, timetabling,

family/friend promotions) or face being forced out of business by the

market leader.

Skills: Negotiating

A

1 e) (Would it be a good idea if we discussed price first?)

2 d) (I'm sorry, it's not our policy to give credit.)

3 c) (Would you consider giving me a discount?)

4 b) (I'm afraid that's the lowest price I can offer.)

5 f) (Is there any possibility you could alter the specifications?)

6 a) (Your price is higher than I was expecting.)

UNIT 16 Quality

Vocabulary: Quality control and customer service

A

reliability (and) durability, recalled, identified, modified

tested, relaunched, failed

B

Problems: faults, defects, flaws

Quality control: monitoring, inspection, minimum

standard, zero defects

Customer service: after sales care, consumer satisfaction

questionnaire, compensation, goodwill payment, warranty

Reading: Defining quality

A

In the past, quality meant excellence. Nowadays, business people believe

that quality means consistency.

B

Factual mistakes

in 1980

sold their cars too cheaply

old-style idea of quality

became popular

Corrections

In 1970

sold their cars too expensively

old-style idea of quality became

unpopular

products which are cheap and

excellent value for money

the best in the world

products which are cheap and

consistent

a long way from quality in its

original sense

C – D

C 1 They thought detailed questions about numbers were irrelevant

because they had the finest products in the world.

2 It failed to take account of what the public wanted.

3 Japanese cars were cheap and reliable.

D 1 consistency

2 reliability

3 value for money

E – G

E 1 b) 2 c) 3 a)

F 1 consistency 2 went bust

3 supply-driven management 4 turned it down

5 cheap trash

G 1 b) 2 a)

Language review: Prepositions of time

A 16.1

In: the afternoon, the morning, 1962, July

At: 30'clock, Christmas

On: Wednesday, Wednesday afternoon, 29th July 1962, Christmas Day

C 16.2

C 1 in June; On the Monday; for two months

2 for seven hours; on the Saturday morning

3 For two months

4 at the end of August; by the end of September

D 16.3

1 during/in 2 in 3 on 4 on 5 on 6 at 7 for

8 on 9 at 10 in 11 by

Skills: Telephone complaints

A

1 ringing to complain about

2 dear, sorry to hear that

3 seems to be a problem

4 our policy to replace items

5 isn't good enough

6 If you don't/can't

7 I may/will