Complete the text with some of the word pairs from exercises c and d

• Page 1 and 2: i 3rd Edition Intermediate Business
• Page 3 and 4: CONTENTS DISCUSSION TEXTS LANGUAGE
• Page 5 and 6: INTRODUCTION What is in the units?
• Page 7 and 8: Brand management UNIT 1 •• BRAN
• Page 9 and 10: UNIT 1 •• BRANDS Restless pursu
• Page 11 and 12: UNIT 1 •• BRANDS Ta king part i
• Page 13 and 14: ARKETING STRATEGIE FOR EUROPE — OPT
• Page 15 and 16: VOCABULARY British and American Eng
• Page 17 and 18: UNIT 2 •• TRAVEL Counting the w
• Page 19 and 20: UNIT 2 •• TRAVEL SKILLS Telepho
• Page 21 and 22: Hotat Pf»obtart’l Last Thursday, I
• Page 23 and 24: UNIT3 •• CHANGE Describing chan
• Page 25 and 26: B Without looking back at the artic
• Page 27 and 28: UNIT 3 •• CHANGE Ii )>> CDl.17
• Page 29 and 30: UNIT3 •• CHANGE $ C01.18 Scott
• Page 31 and 32: You are all attending a conference
• Page 33 and 34: UNIT A •• REVISION SKILLS Compl
• Page 35 and 36: UNIT A •• REVISION Cultures: So
• Page 37 and 38: UNIT 4 •• ORGANISATION Company
• Page 39 and 40: UNIT 4 •• ORGANISATION m Match
• Page 41 and 42: UNIT 4 •• ORGANISATION SKILLS S
• Page 43 and 44: UNIT 4 •• ORGANISATION Work in
• Page 45: UNIT 5 •• ADVERTISING II Which
• Page 49 and 50: UNIT 5 •• ADVERTISING SKILLS St
• Page 51 and 52: UNIT 5 •• ADVERTISING You are m
• Page 53 and 54: UNIT 6 •• MONEY Financial terms
• Page 55 and 56: UNIT 6 •• MONEY Kieran Prior: G
• Page 57 and 58: SKILLS Dealing with figures USEFUL
• Page 59 and 60: UNIT 6 •• MONEY )>> C01.41 List
• Page 61 and 62: You work for a large multinational
• Page 63 and 64: UNIT B •• REVISION WRITING Put
• Page 65 and 66: UNIT B •• REVISION 2 Complete t
• Page 67 and 68: _mWiil! Cultural differences • so
• Page 69 and 70: _M»IiI! Culture shock UNIT 7 ••
• Page 71 and 72: UNIT 7 •• CULTURES Il })) C01.4
• Page 73 and 74: UNIT 7 •• CULTURES >l) CD2.3 Ro
• Page 75 and 76: UNIT 8 •• HUMAN RESOURCES VOCAB
• Page 77 and 78: UNIT 8 •• HUMAN RESOURCES Artic
• Page 79 and 80: UNIT 8 •• HUMAN RESOURCES SKILL
• Page 81 and 82: Education: Finished secondary schoo
• Page 83 and 84: UNIT 9 •• INTERNATIONAL MARKETS
• Page 85 and 86: UNIT 9 •• INTERNATIONAL MARKETS
• Page 87 and 88: UNIT 9 •• INTERNATIONAL MARKETS
• Page 89 and 90: An Argentinian exporter is negotiat
• Page 91 and 92: G Sven Selig travels to Brazil Sven
• Page 93 and 94: UNIT C •• REVISION , To: ) I J
• Page 95 and 96: UNIT C •• REVISION 9 Internatio
• Page 97 and 98:

  _joinil’M Right or wrong look at t

• Page 99 and 100:

  UNIT 10 •• ETHICS D Read the ar

• Page 101 and 102:

  UNIT 10 •• ETHICS SKILLS Consid

• Page 103 and 104:

  UNIT 10 •• ETHICS Discussion to

• Page 105 and 106:

  UNIT 11 •• LEADERSHIP II Comple
• Page 107 and 108:

  UNIT 11 •• LEADERSHIP D Without

• Page 109 and 110:

  UNIT 11 •• LEADERSHIP III What

• Page 111 and 112:

  UNIT 11 •• LEADERSHIP Franco Ro

• Page 113 and 114:

  UNIT 12 •• COMPETITION rJ There

• Page 115 and 116:

  UNIT 12 •• COMPETITION D Match

• Page 117 and 118:

  ___ ji!i!t Negotiating UNIT 12 •

• Page 119 and 120:

  Quantity Product features Unit cost

• Page 121 and 122:

  CULTURAL AWARENESS .. COMMUNICATION
• Page 123 and 124:

  UNIT 0 •• REVISION Dear Mr Patt

• Page 125 and 126:

  UNIT 0 •• REVISION 2 Complete t

• Page 127 and 128:

  WRITING FILE E-mails To: tom.hunt@

• Page 129 and 130:

  WRITING FILE Action minutes For mos

• Page 131 and 132:

  WRITING FILE Summaries When you sum

• Page 133 and 134:

  How to play THE SOCIAL·CULTURAL GA

• Page 135 and 136:

  ACTIVITY FILE 2 Travel. Case study.

• Page 137 and 138:

  ACTIVITY FILE 8 Human resources, Re
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  ACTIVITY FilE 11 leadership. Case s

• Page 141 and 142:

  ACTIVITY FILE 4 Organisation, Skill

• Page 143 and 144:

  ACTIVITY FILE 11 leadership, Case s

• Page 145 and 146:

  ACTIVITY FILE 6 Money, Case study,

• Page 147 and 148:

  GRAMMAR REFERENCE II Past simple an

• Page 149 and 150:

  GRAMMAR REFERENCE II Modal verbs II

• Page 151 and 152:

  GRAMMAR REFERENCE m Relative clause

• Page 153 and 154:

  AUDIO SCRIPTS R/D/T Yeah. True. e M
• Page 155 and 156:

  AUDIO SCRIPTS CDl TRACK 20 0= JAMES

• Page 157 and 158:

  AUDIO SCRIPTS IUght, that’s ali i h

• Page 159 and 160:

  AUDIO SCRIPTS 7 When I visited Chin

• Page 161 and 162:

  AUDIO SCRIPTS C02 TRACK 13 (I = INT

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  AUDIO SCRIPTS At times, they r:’lis

• Page 165 and 166:

  AUDIO SCRIPTS For example, one of o

• Page 167 and 168:

  GLOSSARY banner ad n. [C] an advert

• Page 169 and 170:

  GLOSSARY downturn n. [C, U] the par

• Page 171 and 172:

  GLOSSARY loan n. [C] money borrowed
• Page 173 and 174:

  GLOSSARY real estate n. Am£[U] 1 l

• Page 175 and 176:

  GLOSSARY 2 take something on: to ag

When you fly, there are lots of safety 1) regulations that you must follow. At the beginning of the flight you should listen to the safety 2) announcement which will tell you to 3) fasten your seat belt for take off and landing. You have to turn off your mobile phone as it could interfere with the plane’s 4) hi-tech equipment. If you are going on a very long flight, there are some useful 5) guidelines for staying comfortable and healthy. For example, airlines 6) encourage passengers to drink lots of water and to gently exercise their feet and legs while they are in their seats.
Когда вы летите, есть много правил безопасности, которые вы должны соблюдать. В начале полета вы должны прослушать объявление о безопасности, которое скажет вам: закрепите ремень безопасности для взлета и посадки. Вы должны отключить свой мобильный телефон, поскольку это может помешать высокотехнологичному оборудованию самолета. Если ваш перелет довольно долгий, есть несколько полезных советов для поддержания комфорта и здоровья. Например, авиакомпании поощряют пассажиров пить много воды и аккуратно разминать ноги и ступни, пока они находятся на своих местах.

Business English
( taken from MAKET LEADER)

UNIT 1

BRANDS

A. List some of your favourite brands. Then answer these questions.

1. Are they International or national brands? They are International Brands

2. What image and qualities does each one have?

phrases to help you. Image and qualities of each brands is cool and durable, but also made me looks fashionable

3. Why do people buy brands? because, usually known branded items have better quality than the cheap ones

4. Why do you think some people dislikes brands? Because the brands is not reliable

5. How loyal are you to the brands you have chosen? not too loyal, because there are so many brands to be choosen

For example, when you buy jean, do you always buy Levi’s

B. A recent survey named the brands below as the world’s top ten. Which do
you think is number one? Rank the others in order.

Answer :
1. Marlboro
2. IBM
3. Microsoft
4. Mercedez Benz
5. Coca-cola
6. McDonald
7. Intel
8. Disney
9. Nokia
10. General Electric

Vocabulary
Brand Management
A. Match these word partnerships to their meanings.

B. Complete these sentences with word partnerships from exercise A
BRAND

1. the creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin bride is an
example of …brand streching……….(contoh)

2. Consumers who always buy Levi’s when they need a new pair of jeans are
showing …Brand awareness…

3. not enough people recognize our logo; we need to spent a lot more on raising
….Brand Image….

PRODUCT

1. David Beckham advertising Vodafone is an example of …product
endorsement…… (contoh)

2. A …Product launch.. consists of introduction, growth , maturity and decline.

3. the use of BMW cars and Nokia phones in James Bond films are examples
of…Product placement….

C. Make sentences of your own using the word partnerships in Exercise A.
Reading

Outsourcing Production

A. Why do some companies make luxury products abroad rather than at home?
Because they trust about the quality for the products

B. Read the article and answer these questions.

1. Which brands are mentioned? Do you know which country each is from?
Burberry (Italy), Coach (US), Prada (Italy), Gucci (Italy)

2. Which companies make all of their products in their own country?

Prada makes all of their products in their own country

Made in Europe
By Jo Johnson, Fred Kapner and Richard McGregor
Almost every fashion label outside the top super-luxury brands is either already
manufacturing in Asia or thinking of it. Coach, the US leather goods maker, is a classis
example. Over the past five years, it has lifted all its gross margins by manufacturing
solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its
last company-owned plant, and outsources all its products.
Burberry has many Asian licensing arrangements. In 2000 it decided to renew
Sanyo’s Japanese licence for 20 ten years. This means that almost half of Burberry’s
sales at retail value will continue to be produced under licence in Asia. At the same time
however, Japanese consumers prefer the group’s European-made products.
Sanyo is now creating to this demand for a snob alternative to the Burberry
products made in its factories across Asia by opening a flagship store in Tokyo’s Ginza,
where it sells Burberry products imported from Europe.
In interviews with the FT, many executives says the top luxury brands will
continue to be seen, particularly in Asia, as European. Domenico De Sole of Gucci says “
The Asian Consumer really dos believe – whether it’s true or not – that luxury comes
from Europe and must be made there to be the best.’
Serge Weinberg, Chief Executive of Pinault Printemps Redoute, which controls
Gucci, says it will not move Gucci’s production of shore. Yet some in the industry
recognize that change may be round the corner even for the superluxury brands. Patrizio
Bertelli, Chief Executive of Prada, says:’ The “Made in Italy” label is important but what
we are really offering is a style, and style is an expression of culture.’ He therefore
recognizes that quality fashion items may not always need to be produced in italy.

From the Financial Times
FINANCIAL TIMES
World Business Newspaper
C Which of these statements are true? Correct the false ones.

1. Coach has no longer factory in Puerto Rico. (true)

2. Coach, like many other companies, is outsourcing its product to reduce
costs.(true)

3. Some Japanese people choose to buy Burberry products made in Europe rather
than in Japan. (true)

4. Sanyo’s store in Tokyo sells Burberry’s product made in Asia. (false)

5. According to Domenico De Solle, the best luxury products are made in Japan.
(false)

6. Gucci is planning to outsource some of its products. (false)

7. Partizio Bertelli believes that luxury fashion products should always be made in
Europe(false)

8. Amitava chattopadhyay says that companies need to pay careful attention to
where they manufacture their products.(true)

C. Choose the best summary of the article.

a. Most manufacturers of luxury brands do not wish to produce their goods in lowcost
countries because their believe that it will damage their brand image.

b. Most manufacturers of top brands now produce their goods in low cost countries.
Consumers no longer care about where the products are manufactured.

c. Asian consumers think that European luxury goods are of high quality. The
current trend of making such goods in Asia could damage the reputation of these
luxury brands.

Language Review

Present simple and present continuous.

The Present simple and Present continuous have several uses.

• We use the present simple to give factual information, for example about

company activities.

Coach outsources all its products.
Does Burberry outsource its products?

• We use the present simple to talk about routine activities or habits.
I always buy Armani suits. Do you usually buy designer brands?

• We use the present continuous to talk about ongoing situations and projects.
Sanyo is now reacting to this demand.

• We use present contiuous to talk about temporary situations.
We are testing a new brand at the moment.

A. Which of the time expressions below do we usually use with the present simple?
Always, as a rule, generally, normally, usually, often, never, regularly, sometimes,
seldom, nowadays, when, frequently, every day, now and then, etc

B. Which of the time expressions do we usually use with the present continuous?
Now, today, right now, at present, tonight, tomorrow, this afternoon, soon, in a few
days, this morning, etc

Which are used with both?

Usually (Simple present tense)
this year (Simple present continuous tense)
every day (Simple present tense)
now (Simple present continuous tense)
Often (Simple present tense)
nowadays (Simple present tense and Simple present continuous tense)
once a month (Simple present tense)
Currently (Simple present continuous tense)
at the moment (Simple present continuous tense)
these days (Simple present continuous tense)

C. Complete these sentences with the present simple or the present continuous
forms of the verbs in brackets.
1.a. This year we trying (try) to develop a brand with personality.
b. We usually develop (develop) brands that say something.

2. a. Powerful brand names create (create) strong costumer loyalty.
b. At the moment we looking (look) for a new brand name that suggests something
about the product’s benefits and qualities.

3. a. L’Oreal sells (sell) cosmetics and toiletries to customers around the world.
b. This year L’Oreal investing (invest) over 180£m in R & D.

4. a. The marketing department always keep (keep) within its budget.
b. Because the company made a loss last year, the marketing department try(try) to
reduce costs.

D. Complete the text below with the present simple or present continuous forms of
the verbs in brackets.

At the moment I working (work) for a cosmetics company. We offer a full range of
cosmetic products and sell (sell) cosmetics and toiletries around the world. Our main
cosmetics brand dominate (dominate) the French market and it doing (do) well in the rest
of Europe at the moment, too. In fact, the brand become (become) more and more popular
throughout the world and our market share grow (grow) everyday.
We usually develop (develop) and extend (extend) productsunder our existing brand
name. The brand is distinctive and stands(stand) out from the competition. However, this
year we creating (create) a completely new brand of cosmetics.

Discussion

Two Promotions

A.Work in pairs. Student A reads case 1 and answers the questions. Student B read
Case 2 and answer the questions.

Case 1 : Harley Davidson.
In 2003 the Harley Davidson brand was 100 years old. Although its brand image is based
on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild
One (1954), the typical consumer is very different. They are likely to be rich, middleaged
accountants trying to recapture their youth. The average age of Harley Davidson
customers is 46 compared with 36 for the rest of the motorbike industry. At the party to
celebrate the centenary, the surprise performance was actually Elton John, rather than the
Rolling Stones who many people had expected. This caused many of the 150,000 riders
and dealers to leave the event very unhappy. Although sales and earnings for Harley
Davidson have been increasing for the past 18 years, many people see the trouble on the
road ahead. The problem is Harley Davidson’s typical customers from the baby –boom
generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its
market shrinking.

1. What is the brand image of Harley Davidson? Brand image of Harley
Davidson is based on the spirit of wild and rebellious youth such as
Marlon Brando in the film The Wild One (1954)

2. Why were many people unhappy about the music at the party? Because, at
the party to celebrate the centenary, the surprise performance was
actually Elton John, rather than the Rolling Stones who many people had
expected

3. What problem could have Harley Davidson have in the future? The
problem is market shrinking, because Harley Davidson’s typical
customers from the baby –boom generation (1946 – 1964) and, as these
customers get older

4. What can Harley Davidson fo to preserve it sales? Should it change its
brand image? Should it look for a new market segments? Should it stretch
its brand? My opinion is Harley Davidson should look for a new market
segment

Case 2 : JCB
JCB is a world-famous engineering company. It was founded in 1945 by Joseph Cyril
Bamford. He began his business working alone in a small garage. JCB makes
construction and agricultural equipment such as tractors, earth-moving vehicles, and
loading machines. Now its world headquarters in England is one of the finest
engineering factories in Europe. The company produces over 130 different models on
four different continents and sells a full range of equipment in over 150 countries. It is
truly a global brand.
JCB’s research showed that its customers associated with the company with the
following brand values :’yellow,’digger’, and ‘durable’. Adult saw the brand and being
functional. Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’. JCB
made a decision to stretch its brand.

1. Where does the name JCB come from? JCB come from the name of Joseph Cyril
Bamford. He is founded a world-famous engineering company(JCB)

2. What was surprising about JCB’s customer research? JCB’s research showed
that its customers associated with the company with the following brand values
:’yellow,’digger’, and ‘durable’

3. What sort of products do you think JCB developed as a result of its research? JCB
makes construction and agricultural equipment such as tractors, earth-moving
vehicles, and loading machines.

4. Can you think of a similar example of brand-stretching in your country?
Useful Language

UNIT 2
TRAVEL

A. Answer these questions individually. Then compare your answers with a partner.

1. How often do you travel by air, road and sea? I often travel by the road.

2. What do you enjoy about traveling? What don’t you enjoy? I enjoy my travelling
because I will know a lot of new place, so I have new experience from my
travelling. I don’t enjoy my travelling because I had a worst experience from
some place i trip before

3. Put the following in order of importance to you when you travel?
Comfort , safety,  price, reliability,  speed

1. Safety
2. Comfort
3. Price
4. Reliability
5. Speed

4. Does the order change for different types of travel? Yes. It does

B. Choose the correct word from the box to complete the following list of things

which irritate people when flying.

Seats ,trolleys, queues, luggage
Room ,cancellations, food, jet

1. Not enough leg trolleys
2. lost or delayed seats
3. long queues at check in
4. poor quality food and drink
5. no baggage room available.
6. overbooking of luggage
7. flight delays and cancellations
8. jet-lag

Vocabulary
British and American English
A. Match the words and phrases below which have the same meaning. For each pair
decide which is British English and which is American English.

1. Subway (H) a. motorway
2. city centre (K) b. lift
3. carry-on baggage (I) c. public toilet
4. one way (F) d. schedule
5. return (J) e. economy class.
6. Freeway (A) f. single
7. rest room (C) g. parking lot
8. elevator (B) h. underground
9. coach class (E) i. hand luggage
10. timetable (D) j. round trip
11. car park (G) k. downtown.

B.Work in pairs. Use words or phrases in American English from exercise A to
complete the text below.

My last overseas business trip wasa nightmare from start to finish. First of all there was a
delay on the way to the airport as there was an accident on the motorway When I got
there I found the lower level of the airport public toilet was flooded. Next my hand
luggage was closed and there were no cabs at all. After long time trying to read the
schedule and waiting for forty minutes, we finally got a bus economy class and found the
hotel, but the lift wasn’t working and our rooms were on the fifth floor.

Reading
Air Rage
A. Answer these questions before you read the article.

1, What was your worst experience when traveling by air? My worst experience when traveling by air is when the weather is suddenly be bad. The plane was shaking like it would be falling down soon.

2. Why do some people get angry when they are traveling on a plane? they get angry if their plane is being delayed and the don’t have assurance when the plane will be depart.

Road ragers in the sky
By Derek Brown

Airlines and their long-suffering customers are reporting a steep climb in air rage
incidents. Some incidents are apparently caused by problems which are familiar to many
regular travellers. One case reported from America stemmed from an interminable delay
in takeoff, when passangers were cooped up in their aircraft on the tarmac or our hours,
without food, drink or information. Mass unrest is less common the individual
misbehaviour, as in the case of the convict who recently went crazy on a flight, attacked
the crew and tried to open the door in mind flight.
The psychology of air rage is a new are o study, and there are almost as many
explanations as examples. Most analysis of the phenomenon blame alcohol, but many
people now think that the airlines are at fault. To cut costs, they are cramming ever more
passangers into their aircraft, while reducing cabin crew, training, and quality of service,
all o which increase passenger frustration. In addition, there are increasing concern in the
US about another cost-cutting exercise, which could seriously harm passengers’ health:
cabin ventilation.

I. Modern aircraft are equipped with sophisticated air conditioning devices –
but running them at.optimum capacity burns up valuable aviation fuel.
Many airlines routinely instruct their flight crews to run the systems on
minimum settings. Champaignes for improved air quality claim that this
can lead to irritability and disorientation.
In the US, the soaring number of passenger complaints across a wide range of
issues is reflected in a number of new internet sites which criticize the airline and demand
better service. One of the sites is demanding an air passengers’ Bill of Rights.
Cabin and flight crews, who are in the front line of the battle against disruptive
and dangerous in-flight behaviour, have called for stiffer penalties against the offenders.
Management have also called or legislation – while denying that its cost-cutting practices
have contributed to the problem. But there are some signs, in the US at least, that the
airlines are at last attempting to respond to customer dissatisfaction. Some major lines
have announced concessions to the most frequent complaint for all, and are removing
seats to make more room for their customers.

Exercise:
A.COMPLETE EACH DIALOGUE WITH THE CORRECT FROM OF GOING TO
OR WILL
1 A.I’m really sorry,I can’t take you to the station .Something has just come up
B.Oh,don’t worry,I will take (take) a taxi
2 A.We’ve chosen a name four new low-cost airline
B.Really,What will you call (you/call) it?
3 A.Have you decided how to increase the number of passengers?
B.Yes,we are going to offer (offer) a family discount at weekends.
4 A.I can’t send an e-mail to the travel agent;my computer’s just crashe
B.Write down your details and I will fax (fax) them over for you.
5 A.How’s your daughter?
B.She’s fine.She is going to learn (learn) to be a pilot for the flying doctor
service next year!

B.USE THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE TO COMPLETE
THE SENTENCES BELOW
1.His flight arrives / is arriving at 9 o’clock tomorrow morning.
2.We’re staying / stay at the Hilton Hotel for next month’s sales conference.
3.The next seminar is beginning / begins at 3 p.m
4.I travel / am travelling by train from Paris to London next time.
5.The boat is departing / departs at midday so you have the whole morning to get ready.
6.The delegation from China are seeing / see the Chairman the following Monday

C.WORK IN PAIRS.TAKE TURNS TO COMPLETE THE SENTENCES BELOW.USE
GOING TO,WILL,THE PRESENT CONTINUOUS OR THE PRESENT SIMPLE.
1.I’m sorry,I can’t attend the sales meeting tomorrow, I’m going to meet my mother
2.The marketing department have decided on their travel plans for the next month and I will accept the plans
3The trains are delayed because of bad weather,so we will wait until the train is ready
4.Don’t worry if you can’t drive me to airport, I will take a taxi
5.I’ve got the details of your flight to Turkey which you will go by
6.Oh,no!There’s been an accident and the traffic will be very crowded

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3 complete the text with the words from exercise 2. Rugby is the national sport of Wales. There are 15 players in a rugby team. All rugby players wear (1) shirts and special (2) on their feet. Some players wear (3) on their heads. The two teams play a rugby match on a (4) The match lasts for 80 minutes. The (5) isn’t round like a football. It’s shaped like an egg. помагите​