-
Is
the US sole proprietorship similar to the one in Ukraine? -
In
what way does a general partnership differ from a limited
partnership? -
Who
is obligated for the debts of the corporation? -
Is
double taxation characteristic of the corporation? -
Why
is an “S” Corporation sometimes called a hybrid? -
How
can a LLC be managed?
7. Complete the chart with the
relevant information.
Company |
Participants |
Type of liability |
Taxation |
Corresponding native language term |
sole proprietorship |
||||
general partnership |
||||
limited partnership |
||||
corporation |
||||
“S” corporation |
||||
limited liability company |
Vocabulary
1. Match the words to make word partnerships.
1 limited shareholders
2 founding entities
3 unlimited thresholds
4 income rights
5 tax return
6 investment liability
7 representative contributions
8 legal liability
9 ownership tax
10 capital documents
11 foundation offices
2. Now match the word partnerships to their definitions.
a) form of business
which performs marketing, promotion and other activities by order or
in the name of the foreign legal entity
b) it means that the
owners of a business are responsible for losses only up to the amount
they invest
c) a sum of money that
legal entities and phisical bodies are to pay to the state
d) authority of
possessing, using and disposing
e) it means that the
owner’s personal assets (e.g.home and car) are vulnerable to claims
against the business
f) certain limit of
capital expenditures
g) juristic form of
business
h) money invested into
business by any person
i) an official report
filed by a tax-payer
j) constituting papers
of the company
k) participants who
established the company
3. Match the verbs to the nouns they go with. Use some words more than once.
-
pay taxes on
file
distribute
deduct
compute
taxes
dividends
earnings
tax return
profits
income
4. Match the verbs with the corresponding prepositions.
-
pay tax
engage
carry
register
provide
invest
in (x2)
with
on
out
for
5. Complete the sentences using verbs and prepositions from exercises 4 and business expressions from exercise 1.
-
Foreign
business may ________ ___Ukraine by entering into a joint production
with a Ukrainian legal entity. -
If
a person wants to start his own business he is to________ ___the
local authorities. -
Corporate
income is taxed twice. First the corporation______ ______ __ ______
before it can ________ _______ to the shareholders. Then the
shareholders______ ______ ___ _________which they receive from the
corporation. -
Law_________
___a single tier of taxation. for Sole Proprietorship. -
In
JSC the double taxation is applied: first it ______ ______ __
_____;the shareholders are then taxed when dividends are
distributed. -
More
than 75% of 21 mln businesses in the United States_________ ___sole
proprietorship activity. -
The
Ukrainian «Companies Law» ___________ ___four corporate
forms of legal entities: JSC, LLC, FLC and DLC. -
The corporation has liability separate from its owners The
corporation files its own________ ________and pays taxes on its
income.
Reading
2
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02.02.20158.03 Mб31C_4_0_polnoe_rukovodstvo_2011.djvu
- 2.1.1 Open this video http://goo.gl/wtZb7G
- 2.1.2 Go over learning object 2 to get familiar with 10 tips to improve reading skills, and create a diagram based on the video and the learning object to remember them. Now put them into practice!
- 2.1.3 Develop exercises A to F on pages 40 and 41 of your Market Leader book.
-
A What Kind of hotel do you like to stay in
when you are on holiday or on businessI would like to remain best hotel in the
country you visit to help me get to relax and forget my routines my holiday
periodB Tick
( ) the facilities you expect to find
in a business hotelBeauty station gift
shop
Business centre ( )Health club ( ) Childcare
service Tennis courts ( )Concierge desk Restaurants coffee Shop ( )
C Take turn to ask and answer questions
about Hilton Tokyo.1.
Check your e-mail in your room?
A:Can you check
your e-mail in your room?B:Yes,you can
2.
Swim outside at the hotel?
A:Can you swim
outside at the hotel?B:No,You can’t
3.
Play tennis at the hotel?
A:Can you Play tennis at the hotel?
B:Yes,you can
4.
Eat chinese food in the Musashino?
A:Can you eat
chinese food in the MusashinoB:No,you can’t
5.
Host a dinner for 1,500 people?
A:Can you Host a
dinner for 1,500 people?B:No,you can’t
6.
Use the health club at night?
A:Can you use
the health club at night?B:Yes,you can’t
7.
Get from Narita Airport direct to the hotel?
A:Can you from
Narita Airport direct hotel?B:Yes.You can
E Answer these questions
1 How far is the hotel from the Shinjuku
Shopping area?Rta: Shinjuku is 10 minutes from the hotel
2 How long is the business centre open?
Rta: This business center
available 24 hours3How long does it take to travel from
Narita Airport to the hotel?Rta: Two hours
F Match the words on the left (1-6) to the
words on the right (a-f) to make word partnerships from the text -
the text
1 business (C) a) views
2 Indoor (D) b) rooms
3 Sightseeing (E) c) district
4 City (A) d)
pool5 Internet ( F) e) tours
6 meeting (B) f) access
2.1.4 Read article India likes fast-food chains on page 46
of yourMarket Leader book and develop exercises A to D.A Discuss these questions in pairs
1.How often do you eat in fast food chains?
Rta: not eat from time to time in fast
food restaurants2 How Popular are they in your country?
Who is a typical customer?Rta: in our country is the food,
I like to go to the corralB Do
international Fast-Food companies need to change their menus to be successful
in India? Read This article to find outC Match
the words (1-5) to their meanings (a-e) -
1 Salaries (C) a) With a strong and hot flavor
2 demand (B) b) The kind of things
that someone likes3 adapt (E) c) The money people earn for
their jobs4 Tastes (D) d) The need people have for a service
5 Spicy (A) e) change something
D Read
article again and answer these questions1 What
type of customer goes to the phoenix
Mills McDonald’s at luchtime?Rta: college students , mothers and office
workers.2 How many times a week does akshaya Batta
go to McDonald’s?Rta: he goes once a week to
McDonald’s3 How
much does sahal Amlani typically spend in McDonald’s at weekends?Rta: usually spend every weekend
4 How do these fast-food companies adapt
heir menus for indian customers ?Complete these sentences:
A McDonald’s offers mutton and
chicken Maharaja Mac.Kentucky fried CHICKEN (KFC)B In its chicken dishes ,KFC adapts it’s
for local tastes with the use of Indian spices and cooking techniquesC Pizza Hut has menu a mix of indian and international dishes
5 Why is it necessary to make these
changes?Rta: Because people are eating a
lot of fast food2.1.5 Open your Market Leader book on page 54, read
article Uniqlo:a global success story, and develop exercises A to
F. Send these exercises in the Word file corresponding to Study Guide 2. DO NOT
take photos of the pages and paste them on the Word file; you have to type
these exercises (including the instructions).A Before your read the article below the article below
,discuss these questions .1
What global fashion companies do you know?
ü
Gap,C&R,Esprit,La coste
2
Which are the most successful in your country?
ü
Arturo Calle,Gap,Totto,Zara,Studio F
3 What do you Know about uniglo ,the global fashion
retailer?Uniglo not anything until I hear it now
B Match these words (1-6)to their meanings (a-f)
-
1 expansion (B) a) employ someone to do a
job2 Strategy (E) b) When something gets bigger in size
3 relaunch (D) c) clothes produced by a
designer for the season4 Flagship store
(F) d) introduce something new again5 hire (A) e) a detailed plan for achieving something
6 collection (C) f)
a company’s main store, often big and in an importantshopping area
C Read the article quickly and underline the e numbers
and dates. Then say what they refer to.1 1984 2 2003
3 2005 4 November
2006 5 April 20091 1984 started with 1 single store in Hiroshima
2 2003 hill most of the shops
3 2005 yani change strategy and opened stores in
major countries of the world4November 2006 with the opening of a flagship in new york
5 April 2009 Her role was to design a collection went
on sale companyD Decide whether
these statements are True (T) or false (F) .correct the false ones1In the 1990s, japan was uniglo is main market T
2 Uniglo had a lot of success when it entered the UK
market in 2001 F3
Yani is new global strategy was to open big stores in important cities T4 At
the end of 2008, uniglo had 92 international stores F5
Yani hired jil sander to design all uniglo is clothes T6
uniglo opened 64 stores in Asia between 2007 and 2010 TE Look trought the article and find the missing
verbs1.
Uniglo grew
quickly in japan during the 1990s2.
Over the next two years ,the numbers of international stores
went up from 54 to 923.
The number (of stores) increased to 64
at the end of 2010What do the verbs have in common?
have
in common are the conjugations of the verb in past but regular and irregularF What makes a business successful? Put these
points in order for you .Add other points to the list .A
bility to learn from mistakes — money·
Hard Work
-personal contacts·
Luck
— Having clear strategy and plan1.
Having clear strategy and plan
5.
ability to learn from mistake
8.
choose the deal you like
9.
a work plan strategically designed
12.
expectation for customers
2.2 Listening·
2.2.1 Open your Market Leader book on page 38 and develop
exercises A to C on listening.A Listen to the
first part of an interview with Liz crede and answer these questions1.
Why does she travel to a) Amsterdam? b)Singapore and Chicago?
Liz Crede travels
to Amsterdam to work with customers, and travels to Singapore and Chicago to
visit their colleagues2.
How often does she travel to A) Amsterdam? b) Singapore and Chicago?
Liz Crede
travels to Amsterdam almost every month, and travels to Chicago to Singapore and
with colleagues twice a year3.
What is Liz is favorite business location, and why?
Favorite place is
Singapore Liz crede that is based in the old town of Singapore, and has many
features and it is great to experience life in SingaporeB Liz Says she likes flying business class and she
likes staying in the same hotel .In pairs, predict why she likes doing those
two things.Manuel: what is your favorite way to travel?
Diana : my favorite way is the first time that a country
well known either by business meeting or vacation, I can know the costumes, the
food, people and language skills in business and so I relax a little day by day
touching meDiana: what is your favorite way to travel?
Manuel:
My favorite destination is
Paris because there can learn a little more of the country than ever and analog
know to well know the Eiffel Tower, with the customs, the history of France,
the infrastructure, the people, the food first, that is what most I love
business and I love to visit EuropeC Listen to the second part of the interview and check your
answers to Exercise B1.2.2
Go to page 47 of your Market Leader book and develop
exercises A, B and D on listening.A Jeremy Kelley is a
specialist in change leadership .Listen to the first part of an interview with
him .He is talking about how he entertains business contacts and his favorite
entertainment. Complete these notes·
I like to get to know my contacts
·
I give them a chance to tell me about themselves
·
I take them a places that we can talk
– perhaps a coffe·
We walked across a park together
·
While we walked ,we walked.
·
We spent the time talking about what was really important.
B Listen to the
second part of the interview and decide whether these statements are true (T)
or False (F).Correct the false ones1.
In restaurants, you should consider noise levels F
In restaurants , you careful about noise level
2.
Sometimes you need to take out clients you don’t like F
Don’t take a client to a restaurant where they can’t
eat the food3.
Do not take vegetarians to steak restaurants T
4.
You should spend a lot of money entertaining clients F
don’t make it too expensive ,that might embarrass them
D Listen to the Third part of the interview .compare your answer in Exercise
C to what Jeremy Says - 2.2.3 Develop exercises A to C on page 56 of your Market Leader book.
-
A In pairs, discuss
these questions1
What advice would you give to new sales staff?
I would give a new
sales staff first good presentation, a good character, be yourself when
selling, listen, do not be nervous to ask you to put something, very talkative,
very respectful when they diriga customer.2
What mistakes do salespeople often make?
The salespeople
wrong when selling the product to the customer that they get nervous, do not
understand them, do not know the prices of the products.B Listen to Ros Pomeroy, a management consultant,
answering. The questions in exercise a complete each gap with a wordü
Take time to build relationships
ü
Make sure you fully understand the
product or service you are sellingü
Do not try to sell something to a customers that they
do not actually need or wantü
Take time
to understand what the customerü
Customers like to be
listened to not
to be talked atC Listen to Ros
talking about what being a successful buyer involves. Number her points in the
order in which she mentions them -
order in which she mentions them
A)
Asking for a written quotation (4)
B)
Being prepared to walk away from the purchase if you
are not happy (5)C)
Working out the maximum price you are prepared to pay (2)
D)
Looking at ways of getting additional extras or
discounts (6)E)
Contacting several different suppliers (3)
F)
Doing a lot of preparation
(1)2.2.4 Check your answers by reading the audio scripts on pages 161, 162 and
163.
12/05/2014 23:06
Reading
2.1.2 Go over learning object 2 to get familiar with 10 tips to improve reading skills, and create a diagram based on the video and the learning object to remember them. Now put them into practice!
1-Never read a book without a pen in your hand.
2- Read a whole paragraph before you underline any thing
3- Read out loud (to read slowly and understand).
4- Read out silent check the things you like.
5- Try to explain yourself the paragraphs that are hard for you.
6- Its ok not read the whole book, you can skip parts be selective.
7- Pay attention to summary words, like “in conclusion. therefore” so you can make sure you understand the meaning.
8- Highlight or circle the keys words in a sentence so next time you check the book you can read again what you really liked.
9- Underline all words you don’t know and find out the meaning.
10- Read the book “how to read a book”.
2.1.3 Develop exercises A to F on pages 40 and 41 of your Market Leader book.
A. What kind of hotel do you like to stay in when you are in holiday or on business?
I like rural hotels not in the city.
B.Tick the facilities you expect to find a business hotel.
Health club √
Concierge desk √
Restaurants √
Business centre √
Coffee shop √
C. Underline the words from Exercise B in the text below
HILTON TOKYO
The Hilton Tokyo is in the center of Tokyo’s Shinjuku skyscraper business district. This luxury hotel has 808 guest rom sans a choice of seven inviting bars and restaurants.
Guest can swin in the hotel’s indoor pool, play tennis on one of the two roof top tennis courts, or relax in the Jacuzzi an sauna in the hotel’s 24-hour health club.
Guest can visit nearby Tokyo attractions, including Yoyogi park, the Meji Shrine n the imperial Palace For guests with children, the Tokyo Disney resort is about 20 kilometers from the hotel. The hotel’s 24-hour reception team offers advice on places to visit. Guest can also book sightseeing tours and theatre tickets. Shinjuku`s bus shops are a 10-minute walk from the hotel.
Guest feels at home in the spacious rooms, with large windows and city views. In each room, there is a desk, air conditioning and voicemail.
Rooms have high-speed internet access, a flat-screen TV and on-demand videos. The Musashino serves Japanese specialities. Le Pergolese offers French cuisine. Guest can try Chinese food at the Dinasty an order a midnight snack at the Marble Lounge.
The Hilton Tokyo I the perfect place for meetings. There are 16 meeting rooms. The largest room has space for 1,200 people. There is also a 24-hour business centre.
From Narita International Airport, the easiest way to arrive is to take the airport limousine. It takes about two hours. Getting around is easy. There .is a free shuttle service from the hotel Shinjuku station. The hotel is also directly connected to the Tokyo Metro Subway.
D.Take turns to ask and answer questions about the Hilton Tokyo.
-Check your e-mail in your room?
A: Can you check your e-mail in your room? B: Yes, you can
-swim outside at the holel?
B: Can you swim outside at the hotel? B: No, you can’t
-Play Tennis at the hotel?
A: Can you play tennis at the hotel? B: Yes, you can
-Eat Chinese food in the Musashino?
A: Can you eat Chinese food in the Musashino? B: No, you can’t
-Host a dinner for a 1,500 people?
A: Can you host a dinner for a 1,500 people? B: No, you can’t
-Use the health club at night?
A: Can you use the health club at the night B: Yes, you can
-Get from Narita Airport direct to the hotel?
A: Can you get? B: no, you can
E. Answer these questions.
How far is the hotel from the Shinjuku shopping area?
10 minute walk.
How long is the business centre open?
24 hours
How long does it take from Narita Airport to the hotel?
two hours
F.Match the words on the left (1-6) to the words on the right (a-f) to make word partnerships from the text.
Business |
Views |
Indoor |
Rooms |
Sightseeing |
District |
City |
Pool |
Internet |
Tours |
Meeting |
Access |
2.1.4 Read article India likes fast-food chains on page 46 of your Market Leader book and develop exercises A to D.
A. Discuss these questions in pairs
How often do you eat in fast-food chains?
Really I don’t eat much fast food because generates me health troubles, but I try to eat one or two times in a month.
How popular are they in your country? Who is a typical customer?
Are many popular in my country, because is a easy way to eat in the night, after a work day or when you needs to eat something quickly to back to the office, or just for eat something different at the popular restaurant’s menu.
The typical customer of this products are young people between in 15 and 35 years old, probably students and workers, they don’t have much time, and try to optimize the time day a day.
How do they change their menus for the local market? Give some examples.
They try to make menus accord with the products of basic nutrition and related culture of the country. For example: T.G.I. Friday’s or HOOTERS sales burguers with specially colombian ingredients like beans, or offers the “Picada” , a special dish with ingredients of a rural regions of the counr like the “Rellena” or “Chorizo”.
C. Match the words (1-5) to the words on the right (a-e).
salaries |
With a strong and hot flavour |
|
demand |
The kind of things that someone likes |
|
adapt |
The money people earn for their jobs |
|
Tastes |
The need people have for a service |
|
spicy |
Change something |
|
D. Read the article again and answer these questions.
What type of customer goes to the Phoenix Mills Mc Donald’s at lunchtime?
They are college students, office workers and mothers.
How many times a week does Akshaya Battta go to Mc Donald’s?
She goes one time in the week.
How much does Sahal Amlani typically spend in Mc Donald’s at weekends?
He spends Rs300 equal to USD 6.60 every weekend.
How do these fast-food companies adapt their menus for indian customers? Complete these sentences
- Mac Donald’s offers mutton and chicken Maharaja Mac.
- In its chicken dishes, KFC uses Indian spices and cooking techniques.
- Pizza hut has a lot more vegetarian toppings on our pizzas.
Why is necessary to make these changes?
If the fast-food companies not make this changes.
2.1.5 Open your market leader book on page 54, read article Uniqlo: a global success story, and develop exercises A to F. Send these exercises in the word file corresponding to study Guide 2. DO NOT take photos of the pages and paste them on the word file; you have to type these exercises (including the instructions).
A- Before you read the article below, discuss these questions.
1 What global fashion companies do you know?
I Know Hugo Boss, Prada, Zara,Disel
2 Which are the most successful in your country?
Disel and Zara
3 What do you know about uniqlo, the global fashion retailer?
B- Match these words (1-6) to their meanings (a-f).
1 expansion a) employ someone to do a job
2 strategy b) when something gets bigger in size
3 relaunch c) clothes produced by a designer for the season
4 flagship store d) introduce something new again
5 hire e) a detailed plan for achieving something
6 collection f) a company’s main store, often big and in an important shopping area
C Read the article quickly and underline these numbers and date. Then say what they refer to.
1 1984 2 2003 3 2005 4 November 2006 5 April 2009 6 Y 49.8 7 64
1984: Date when Tadashoi Yani opens his first store in Hiroshima.
2003: Uniqlo closed all its stores in the UK.
2005: Yani changed the strategy
In November 2006 with the opening of flagship store in New York.
April 2009: He hired Jil Sander
Y49.8 bn: corresponds to the Uniqlo made profits of Y49.8bn.
64: The Company increased its number of stores.
D Decide whether these statements are true (T) or false (F). Correct the false ones.
1 In the 1990s, Japan was uniqlo’s main market. V
2 Uniqlo had a lot of successes when entered the UK market in 2001. F
Uniqlo dident have success in the UK in 2001.
3 Yani´s new global strategy was to open big store in important cities. V
4 At the end of 2008, uniqlo had 92 international stores. V
5 Yani hired Jil sander to design all uniqlo’s clothes. F
Yani hired Sander to desing a collection fo 2009
6 Uniqlo opened 64 stores in Asia between 2007 and 2010. V
E. Look through the article and find the missing verbs.
1 Uniqlo grew quickly in Japan during the 1990s.
2 Over the next two years, the number of international stores went From 54 to 92.
3 The number (of stores) increased To 64 at the end of 2010.
F. What makes a business successful? Put these points in order for you. Add other points to the list.
1- having clear strategy and plan 4- personal contacts
2- hard work 5- ability to learn from mistakes
3- money 6- luck
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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