Use the clues to complete the word puzzle a business that makes

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1 unit 1 rands vocabulary Use the clues to complete the crossword puzzle. cross 2 Something that is does not cost a lot to buy or use. (11) 4 n brand is one that people think will give them a higher position in society. (12) product has no defects. (4-4) 8 product is attractive and fashionable. () 9 If you say that something is a product, you think it is very good. (4) 11 goods are expensive and intended to appeal to people in a high social class. (8) Down 1 classic product is one that has been popular for a very long time. () If a product is, it is worth the price you pay for it. (,, ) If something is, you can trust it or depend on it. (8) 6 brand is not affected by changes in fashion. (8) 8 product is fashionable and exciting. (4) 10 If you say that something is, you think it is enjoyable. () 1 L 4 S S I omplete the word partnerships with brand, product or market. 1 brand loyalty 2 challenger endorsement 4 stretching lifecycle 6 share 4

2 language review unit 1 brands omplete the sentences with the verbs from the box. Use each verb twice. Put each verb into the correct form and the correct tense present simple or present continuous. invest sell take target work 1 reitling and artier sell luxury watches around the world. 2 It only our laboratory half an hour to test all the ingredients. Which market segment they usually? 4 Oh no! My printer properly. I ll ask Leila to run off a copy of the report for you. you more money in marketing this year? 6 Their advertising agency never at weekends. Do you think we a big risk if we postpone the launch of our new model? 8 Unfortunately, our range of soft drinks well at the moment. 9 This time, we our advertising campaign on the young. 10 Our company a lot in R&D. That s why we develop fewer new products than our competitors. work manage develop work supervise write enjoy expand / have own increase become omplete this text with the correct form, present simple or present continuous, of the verbs given. Then check your answers. Ralf Hinze works 1 in the R&D department of the ntwerp-based company Merlin Foods Ltd, where he 2 a team of five responsible for all organic products under the brand name Sunnyvale. They about three new products each year. This week, however, Ralf is not in his office. He 4 in the lab. He the testing of an innovative range of soups and dressings, and He and 6 a report. his job and is proud of his company. Indeed, Merlin Foods 8 rapidly. It 9 subsidiaries in France and Germany 10 Kilkenny Dairies (Ireland). Sales and earnings for the company 11 far beyond expectations. The Sunnyvale brand in particular 12 hugely popular throughout Europe. Study the information in Exercise. Then write questions for these answers. 1 Where does Ralf Hinze work? In the R&D department at Merlin Foods Ltd bout three each year. In the laboratory. He s supervising the testing of some new products. No, he isn t. He s writing a report. In France and Germany. Yes, indeed. Far beyond expectations!

3 unit 1 brands language + D E tick the ten verbs which are not normally found in continuous forms. the first one has been done for you. 1 agree 8 prefer 2 believe 9 realise belong 10 research 4 compare 11 seem consist 12 stretch 6 contain 1 suppose depend 14 surprise hoose verbs from exercise D to complete the sentences. Put them into the correct form of the present simple. 1 It seems that our new range of equipment is becoming more and more popular. 2 he to our proposal? Dreher has developed a new brand of beer that any alcohol. 4 We may or we may not expand into hina. It on the success of our products there. Our new range of toiletries essentially of environment-friendly deodorant sprays. 6 all the respondents to the same market segment? writing read the passage below about brands and passion. In most of the lines 1 1 there is one extra word which does not fit. Some lines, however, are correct. If a line is correct, put a tick ( ) in the space provided. If there is an extra word in the line, write that word in the space. ompanies must try either to make products that a few people love or products that many people quite like. n attempt to do both will not produce obstacles and conflicts. Two things that lie behind the craze for emotional involvement. The first is overcapacity: if there are too many products in every market segment, and this means it is hard to get attention for anything ordinary. Marketing consultants argue that it is not enough for companies to make up their consumer goods just a little better. Instead of, they should make only remarkable things that will make consumers take notice. The second factor is the increased ability of consumers to communicate their views about products, either good or bad. ccording to some experts, the Internet has increased by a factor of 10 the number of people and that one consumer can influence. Sometimes, companies take an advantage of this by using buzz marketing: they create a group of people who will generate enthusiasm for their products, for example by talking about them in our chat rooms not 6

4 unit 1 brands stan wouters, sunnyvale brand Manager at Merlin Foods ltd, receives this from liz Jansen, Managing Director of the company. read the message, then write stan s reply using his notes below. From: To: Subject: Hi Stan, Liz Jansen Stan Wouters Sunnyvale range Sales of our range of soups under the Sunnyvale label are increasing month after month in France but are unfortunately falling rapidly in Germany, both in the North and the South. Jan Kluis, our sales representative in that region, informs me that German customers fi nd our products expensive when they can fi nd them at all! I d be grateful if you could look into the matter and let me have your recommendations as soon as you can. Many thanks, Liz stan s notes The largest supermarket chain sells its own brand of soups at a much lower price + don t display our products properly Our packaging very similar to current market leader in Germany ompetitors offer frequent discounts + visit supermarkets very often Recommendations: Jan doing a great job but why alone? Redesign packaging / highlight brand s qualities (natural ingredients) Offer managers incentives for them to put our products on top shelves Discounts / special promotions / etc.

5 unit 2 Travel vocabulary omplete the sentences with words from the box. divert jet-lag cabin legroom delays service flights 1 growing number of people criticise the airlines and demand better service. 2 There are signs that airlines are trying to respond to customer dissatisfaction, for example by providing more and quality in-flight meals. ases of passenger misbehaviour are unfortunately all too common on long-distance. 4 fter a 1-hour flight, you can expect a lot of travellers to suffer from. Poor service and frequent will inevitably harm an airline s reputation. 6 Flight and crews sometimes have to deal with dangerous in-flight behaviour. We were heading for Warsaw, but owing to the bad weather, they had to our flight to Frankfurt. omplete the text with the best words. ustomer satisfaction For the second time, the Korona Hotel has been ranked No. 1 for customer satisfaction. t our hotel, we give our b 1 more than a high-quality experience, we get them to enjoy the Korona way of life, says Kurt hlberg, the General Manager, and we pride ourselves on excellent 2 in a luxurious environment. The are responsive and service-oriented, they obviously enjoy their 4 jobs and want to help the clients. The Korona is committed to meeting the of today s international business : there is high-speed Internet access throughout the hotel, and there are three spacious meeting rooms, with all the 6 needed for successful business. In addition, the 8 of the hotel is ideal: a three-minute drive from the international airport. hlberg has long understood that busy executives cannot afford to waste time in 9 jams as they try to 10 city centre venues. Nor do executives particularly enjoy getting up at dawn to catch an early-morning a) a) a) a) a) a) a) a) a) a) a) customers waiters crew needs tourists tools speeches location transport reach arrival b) b) b) b) b) b) b) b) b) b) b) guests help assistants functions dealers facilities lectures place street get airport c) c) c) c) c) c) c) c) c) c) c) tourists chefs salesmen success travellers buildings presentations venue road arrive flight d) d) d) d) d) d) d) d) d) d) d) shoppers service staff failure voyagers machines talks situation traffic go check-in 8

6 unit 2 Travel Use the clues to complete the crossword puzzle. cross 1 Line, in ritish English (re). () Underground, in merican English (me). (6) ill, me. () 6 travel is when the largest number of people are travelling. (4) 9 Round trip, re. (6) 10 Schedule, re. (9) Down 2 Lift, me. (8) 4 pass is a card that you show before you get on a plane. (8) Parking lot, re. (, 4) is a room in a hotel or airport where people can sit and relax. (6) 8 One way, re. (6) 1 2 Q U E U E

7 unit 2 Travel language review Match each item on the left with an item on the right. 1 s you know, we re going to increase our special offers. a) Look at the fog! 2 We re leaving at five o clock on Friday morning. b) They know everything about pex tickets. Most probably, airport hotels will become increasingly popular. 4 Hold on. I ll call our Travel Department and find out for you. Flights are going to be delayed again. c) They couldn t get us a later flight this time. d) We re about to start advertising. e) Many of them have been designed with the business traveller in mind. Study the forms in bold in Exercise. Decide which sentence, 1, illustrates each of the meanings, a e, below. a) instant decision sentence 4 b) pre-planned decision c) prediction based on present evidence d) general prediction / opinion about the future e) future arrangement (diary future) In each sentence, one word is missing. Show where the word should go and write it on the line provided. 1 Francesca travelling from Italy to Singapore in March. is 2 We re going meet our agent to discuss our new strategy. So you finish in five minutes? OK then. I wait for you in the lounge. 4 What time the train arrive in russels? y the way, Jeff, what you doing on Thursday afternoon? 6 It s all decided now. We going to hold the sales conference in Rome. Monday morning? Just one moment. I just check my diary. language + D Put the words and phrases in order to make sentences. 1 as soon as / a ring / I arrive / I ll give / in russels. / Mr Dupuis 2 I ll / If / is delayed, / miss / my flight / the presentation. a better hotel. / going to / I find / I m / stay here / until 4 you advise / I ll / in May / not to go. / our hinese suppliers / unless / visit / me again. / and visit / you are / in openhagen / our headquarters / Please come / when Tip fter as soon as / if / until / unless / when / once / next time we use a present verb form, even when we are talking about the future. Next time you ll be in Vancouver, you must stay at the Plaza Hotel. Next time you are in Vancouver, you must stay at the Plaza Hotel. 10

8 writing unit 2 travel hoose the appropriate information from the box to complete the fax from the atlántida hotel. your arrival sincerely look forward to your departure faithfully hope Dear Mr However inform Dear Ms s requested confirm We would appreciate it if Hotel tlántida Via del Norte, 12 oruña, Spain request FX From: Hotel tlántida ( oruña, Spain) To: Ms V McDermott, Granta omputer Services Ltd pril 28 Dear Ms 1 McDermott, This is to 2 your booking for a single room from May 1 to May 20 inclusive, at a rate of 140 euros per night., we will hold your room until midnight on the day of 4. We seeing you in May. Yours 6, you are going to attend a team-building seminar in Milan. Write an (40 60 words) to your secretary in which you: explain why you will be away say when exactly you will be away give details of what your secretary should do while you are away. From: To: Subject: 11

9 unit hange vocabulary Make prefix and verb combinations to complete the sentences. Use the correct form of the verbs. down de assess grade locate train centralise date develop re launch organise regulate up size structure 1 If our company says it s going to downsize, I think that means we re out of a job. 2 ould you please us on how the project is progressing? Lots of companies say they would like to responsibility and authority. 4 Nobody knows what will happen to the company because it has not since the last recession. Our company is about to its head office to India. 6 Owing to political unrest in the north of the country, many companies began to the risk of doing business there. Sales will increase if we the product under a different name. 8 In May, the hinese government announced its plan to the telecoms sector into three operators, each with wireless and fixed-line services. 9 The local council has plans to the whole area north of our headquarters. 10 We bought the new software and then realised we would need to the staff to use it. 11 We want to use the money to all our computers with more powerful processors. 12 Our government might all internal flights to make the industry more competitive. vocabulary + ll the verbs in Exercise have a corresponding noun. Make nouns from the verbs and put them in the correct column. No change -ation -ing -ment update downsizing 12

10 unit hange omplete each pair of sentences with the same noun from Exercise. 1 The collapse of two banks triggered a widespread of the risk of lending money to financial institutions. The financial crisis prompted a of the banks role. 2 Mrs ooper s presidency was marked by the promotion of home ownership, financial and an unshakeable faith in the free market. Despite the huge problems faced by financial institutions, some experts maintain that further of the economy and increased entrepreneurialism are essential for our country to increase its growth rate. Some websites offer a minute-by-minute on the rate of exchange between all major currencies. The latest on fund trends can be downloaded from our website. 4 The retail chain has not yet put a figure on the number of job losses involved in the. Northland ank could not escape the general numbers among the country s major High Street banks. of staff and branch The of the product will involve a new brand name and a more attractive label. Two months after its, the circulation of the newspaper had doubled. language review Past simple or present perfect? Use the correct form of the verbs given to complete the conversation. René: lex! What a surprise! I haven t seen 1 you for months. lex: Last time we to go to Italy. That s right, yeah. I staff at our main subsidiary. René: Mm. What was that like? lex: 2, you Interesting, but tough. I m not sure I experience yet. René: Really? What lex: see about meet / be 4 there to retrain the sales go from the recover 6? happen Well, one of the guys in the team anything reject that 8 like a new idea. look René: I suppose that s what you call resistance to change. lex: Yeah, exactly. nd now to make things worse he 9 of the team. drop out René: Well, not a big loss, from what you re saying. lex: Mm, you re probably right. nyway. What about you? I ve no idea what you René: Guess what! I lex: What? You René: Yep! I lex: 10 up to. be 11 my job! change 12 Klintel? I don t believe you! quit 1 with Orseca since January. be Oh, I know Orseca. Everyone says it s the place to be. René: I certainly don t regret my decision. Since I working for them, I feel a lot better. nd I skydiving! 1 14 start take up 1

11 unit hange ross out the incorrect option in each list. last year. 1 large number of stores were upgraded in the late 1990s. since 200. in a different era. 2 The concept of the department store was born over the last few years. many years ago. so far. It has been an excellent year for Epsol International in till now. yet 4 They have already reorganised their local business operations. never since the summer? How many new products have they launched this year? last year? when we had the money. 6 Unfortunately, we didn t redevelop the car park for the past three years. six months ago. writing Match each sentence with the correct function on the right. 1 s agreed, our consultant will be arriving on Wednesday, pril 0. 2 ould you please send us some information about the change of ownership at Orseca? If you require any assistance with your relocation, do not hesitate to contact us. 4 This is to let you know that plans for the retraining of our admin staff are under way. We are sorry for any inconvenience you may suffer as a result of this cancellation. 6 We should relaunch our Davina mineral water under a different name. a) apologising b) confirming c) informing d) offering e) requesting f) suggesting Match these sentence halves. 1 ccording to the latest report our consultant has submitted, 2 Firstly, the timing is far from ideal, In addition, the same employees have sometimes expressed dissatisfaction 4 In my opinion, there are two main Secondly, some employees seem unhappy 6 This is particularly true for seminars a) held on Mondays and Fridays. b) at the way Jeffrey Hiley conducts the workshops. c) attendance at retraining seminars is declining. d) especially on Friday after a full working week. e) reasons for this situation. f) that they were not involved in choosing the topics. 14

12 unit hange Put sentences 1 6 in exercise b in the correct order to make a section from a report. a) 1 b) c) d) e) f) D now complete the next section of the report with items from the box. recommendations appropriate to aware of decisions in order to so that In order for such seminars to be worth their cost, I would like to make several recommendations 1. Prior to any training programme, we should: a) carry out an in-depth needs analysis 2 ensure that the content of the training is the needs of our company; b) conduct individual interviews with prospective participants, 4 we can evaluate their level of motivation; c) ensure that all staff are fully the purpose of the proposed training, and involve them in 6 about topics, format and length. E read the passage below about the changing concept of work. In most of the lines 1 10 there is one extra word which does not fit. Some lines, however, are correct. If a line is correct, put a tick ( ) in the space provided. If there is an extra word in the line, write that word in the space. For many of us, work is still a place where we go each day. However, the whole concept of a work and leisure is changing, and for an increasing number of people around the world, work is no longer a place to go but something they do. substantial number of companies have already introduced a flexible working in policy. This gives their staff a greater degree of choice about when and where they work out. It also enables for them to achieve a balance between their personal and business lives. People with parental responsibilities, for example, value our flexibility enormously. Many companies now offer parents and the option to become homeworkers who finish work early afternoon to spend up the rest of the day with their children, and do the rest of their work when the children are asleep. 1 2 a

13 unit 4 Organisation vocabulary omplete the text with the best words. It has become a commonplace to say that the world is changing at an ever-increasing pace. ompanies today are faced with a stark choice: c 1 or go under. For example, four decades ago, companies typically tended to be 2. They were built on a model which achieved a high degree of control, but in which of communication were few and slow. nother disadvantage of this type of organisation is that more junior may not even know who the EO is, or what the decision-makers are trying to achieve. In order to try to solve this problem, many organisations have adopted a less 6, more flexible business culture in which frequent contact between the owner and the employees ensures that is flowing smoothly. 4 second difficult choice for a company concerns the extent to which it should go global or remain 8. Global operations allow maximum 9 of scale, while localisation makes it possible to 10 quickly and to reach all market 11. In order to reduce the tension between global and local demands, many companies have adopted a hub and spoke structure. They use several regional production and 12 hubs where neighbouring markets are serviced from one single location a) a) a) a) a) a) a) a) a) a) a) a) adopt economical webs customers goals bureaucratic information professional production call shares manufacturing b) b) b) b) b) b) b) b) b) b) b) b) market hierarchical media directors design caring news static economies demand research selection c) c) c) c) c) c) c) c) c) c) c) c) adapt welcoming roads staff plan decentralised speech local marketing enquire leaders distribution d) d) d) d) d) d) d) d) d) d) d) d) research democratic channels buyers sales market-driven interest impersonal savings respond sectors advertising omplete the phrases 1 6 with a verb from the box. carry out draw up issue maintain train transport 1 draw up contracts 2 goods and equipment install and systems 4 press releases research 6 staff 16

14 unit 4 Organisation language review hange the following phrases, as in the example. 1 a hotel with four stars a four-star hotel 2 a deal worth eighty thousand euros a journey that lasts seven hours 4 a loan of two million pounds a seminar that lasts three days 6 an office block that has sixty storeys Match a word from box with a word from box to complete the sentences below. computer government information labour research trade TV commercials fair force policy project technology virus 1 This new computer virus could wipe all the data off your hard disk. 2 Several organisations are strongly opposed to the use of children in advertising in general, and in in particular. Going to an international is often an excellent opportunity for networking. 4 dvances in have revolutionised the way people communicate and do business. GV Steelworks already have a of 1,00, and they are still recruiting. 6 The government should commission a special to assess the risks posed by GM foods. It would be bad to revalue our currency at this particular time. Match the nouns 1 6 with the nouns a f to make new compounds. 1 sales a) officer 2 savings b) car customs c) assistant 4 needs d) costs sports e) analysis 6 labour f) account Tip In some expressions, the plural s is kept on the first noun. However, the first noun is usually singular, even when the meaning is plural. For example, a car manufacturer, a shoe shop. 1

15 unit 4 organisation D E use the same word for each group to make new noun combinations. 1 world trade trade deficit trade secret 2 crisis m m guru project m o hours head o o job 4 life i travel i policy i broker p range consumer p p launch 6 a agency radio a a campaign omplete the sentences with words from the box. level round breach waste lack range conflict cost 1 The level of unemployment will soon reach 1%. 2 They accused the striking workers of being in of contract. There was a growing of interest between her business dealings and her position as a politician. 4 Writing letters by hand is a complete of time. I always type them on the computer. Experts forecast that the of living will decrease slightly next year. 6 We have pleasure in including further information about our of products. We are starting a new of negotiations with GV Steelworks next month. 8 The seminar on Motivation at Work was cancelled through of interest. tip Many constructions noun + of + noun are relatively fixed. For example: waste of money, lack of interest, show of strength. We cannot say money waste, interest lack or strength show, for example. writing a large travel agency called Free Horizons has recently been reorganised and the new manager, olivia anderson, is very keen on staff training. omplete her with the words from the box. remain announce contribute explain organise select To: From: Subject: ll staff O. nderson Staff training In order to keep our competitive edge, we at Free Horizons must continue to provide unique travel services and remain 1 totally customer-focused. Our staff training programmes and effi cient. 2 a great deal to making us so dynamic I am very pleased to that we will be able to 4 another training seminar in the autumn, on one of the following topics: developing computer skills, intermediate French, Spanish, or rabic, customer service, favourite destinations: geography and politics. Please one topic, and 6 in detail the reasons for your choice. Replies by Thursday please. 18

16 unit 4 organisation write a reply (40 words) in which you: state your preferred topic give reasons for your choice. To: From: Subject: O. nderson read the passage below about customer relationship management. In most of the lines 1 10 there is one extra word which does not fit. Some lines, however, are correct. If a line is correct, put a tick ( ) in the space provided. If there is an extra word in the line, write that word in the space. Many organisations talk about doing more business electronically, as implementing cost-cutting measures and improving efficiency. Despite all this talk, some inspired business leaders have understood what the key of any business connection is: people. ustomers do of course they expect quality products and fair prices, but this is not the whole story. They also expect to deal with people who have been a positive attitude, who are enthusiastic about the business if they are in, and who care for them. Therefore, a growing number of companies have come to realise so that any transaction can potentially mark the start of a lifelong and relationship. They are now aware that a large part of the success of any company depends on the quality of customer services and RM, which is the short for customer relationship management. 1 as

17 unit dvertising vocabulary omplete each sentence with the best word. 1 If a celebrity endorses a product, they say how good it is in advertisements. a) persuades b) launches c) endorses 2 illboards, those large signs used for advertising, are often called in ritish English. a) leaflets b) slogans c) hoardings Manufacturers of toiletries and cosmetics frequently offer free for customers to try out their new products. a) samples b) commercials c) posters 4 dvertising done at the place where a product is sold is called advertising. a) public b) point-of-sale c) eye-catching of sports or arts events can be a powerful method of advertising. a) Research b) Endorsement c) Sponsorship 6 If you hear about a new product from a friend or relative, this is called advertising. a) word-for-word b) mouth-to-mouth c) word-of-mouth Outdoor advertising is growing rapidly due to the rising cost of TV. a) commercials b) publicity c) research 8 advertisement is one that causes a lot of public discussion and disagreement. a) viral b) controversial c) subliminal 9 eanz Meanz Heinz has become one of the most famous advertising ever. a) slogans b) banners c) mailshots 10 The company was forced to withdraw its advertisement because many people found it. a) acceptable b) offensive c) original Match each verb on the left with two phrases on the right. a) between two products b) a product to launch to capture to differentiate to communicate c) somebody s imagination d) a message to somebody e) one product from another f) somebody s attention g) an advertising campaign h) with somebody 20

18 language review The passage below is the first part of a text about subvertising. omplete it with a / an / the. Write Ø if no article is necessary. unit dvertising Subvertising is a combination of words subvert and advertising. Indeed, subvertising consists of subverting or sabotaging commercial as well as political advertisements that are displayed in public places. Here is simple example: advert for famous brand of cigarettes depicted handsome middle-aged man gazing thoughtfully into distance. caption was four words long: The more you know…. This ad was easily subverted by someone who just added following words:…the less you smoke. In the second part of the text, all eight instances of the definite article, the, have been removed. Insert them back where they belong. The purpose of subvertisers is usually to encourage people to think, not only about products they buy, but also about nature of society they live in. There are a number of similarities between advertising and subvertising: both are very often creative, witty, direct and thought-provoking. However, differences between two are enormous. While goal of advertising is ultimately to increase consumption and corporate profits, subvertising aims to make people aware of constant pressure they are under to buy things, to spend money, to shop-till-you-drop, so that they may be able to resist that pressure. In the third and last part of the text, there are no articles. Write in a / an / the where appropriate. a In addition, subvertising is reaction against invasion of public places by hoardings, posters, slogans, logos, etc., which some say pollute our mental environment. It is attempt to reclaim streets, to free our personal space of those consumerist messages which can be seen or heard left, right and centre in our cities. While one cannot ignore that in eyes of law, altering hoardings is considered minor form of vandalism, one has to recognise that subvertising is form of creativity and way of exercising one s freedom of speech. 21

19 unit dvertising writing hoose the correct item from each pair to complete the letter. schedule I have pleasure in We would be very grateful date and time I am pleased to We are delighted further information take advantage of we enclose full details look forward to we could arrange for 21 May Spica Office Solutions 12 o n n a u g h t v e n u e, Gla s g o w Ms Glenda Munroe Purchasing Manager United Freight gencies Liverpool Dear Ms Munroe, s Head of our ustomer Service Department, I have pleasure in 1 enclosing our latest catalogue, featuring our exciting new range of office equipment and furniture at the most competitive prices currently on the market. 2 if you could let us know which of our products would be an of particular interest to you. Once we have this information, expert from our sales staff to visit your company in order to carry out a detailed needs analysis and produce a unique office solution for you, entirely free of charge. 4 of our special offers. t Spica Our expert would also give you Office Solutions we offer our regular customers more than just discounts. For example, there is a two-month free trial period for all electrical equipment, including photocopiers, and much more. If you would like to of a suitable We look forward to hearing from you. Yours sincerely, en ostello en ostello Sales Manager 6. a visit from our expert, please inform us Write a reply to Mr ostello in which you: thank him for the catalogue describe what kind of office equipment / furniture you are interested in accept his offer of a visit from an expert suggest a time and date for the visit. 22

20 unit advertising look at the examples, then match the sentence halves below. on average, 2,000 people visit our website every month. by and large, I think it was a successful advertising campaign. 1 basically, the two products are the same a) a successful year for Marketing. 2 as a rule, our advertisements never overall, we are satisfied with the design, 4 all things considered, it has been in general, we advertise more on the Internet 6 roughly speaking, our website b) but we find the colours are rather dull. c) gets about 800 hits a week. d) show people drinking alcohol or smoking. e) though the packaging is completely different. f) than on radio and TV. tip We often use introductory phrases like the ones in bold when we want to generalise. In the second example above, the advertising campaign was successful generally speaking, but it was probably not successful in every single detail. D read the passage below about junk mail. In each line 1 8 there is one wrong word. For each line, underline the wrong word in the text and write the correct word in the space provided. Junk mail is the name given to all the sales ads, catalogues, prize offers, etc. which find their way into your letterbox without you having requested anything. While some of that mail gets into everyone s mailbox, the sizeable proportion of it is actually personalised and addressed to certain individuals in particularly. omputerised mailing list have made it very easy for companies to obtain huge numbers of names and addresses. When your subscribe to a magazine or buy something from a mail order catalogue, by example, your name is entered into a computers, and very often automatically added to one or more mailing lists. The mail order firm or the credit card company in question can then rent their lists on other companies, and that is when your letterbox began to overflow with unwanted mail. 1 a number of organisations have now been created specifically to help the public deal with unsolicited advertisements. 2

21 unit 6 Money vocabulary Use the clues to complete the crossword puzzle. cross 1 company s turnover is the amount of business it does over a certain period of time. (8) company s sales is the money it receives from selling goods or services. () Money which people or organisations put into a business in order to make a profit. (10) 8 difficult time for the economy of a country, when there is less business activity. (9) 11 is a description of what is likely to happen in the future. (8) Down 2 n stake is the money risked when a business owns part of another company. (6) 4 The is the part of the profits of a company that is paid to shareholders for each share that they own. (8) 6 market is where a company s shares are bought and sold. () The margin is the difference between the price of a product or service and the cost of producing it. (6) 9 One of the parts into which ownership of a company is divided. () 10 Money that one person, organisation or country owes to another. (4) 1 T U R N O V 2 E R ross out the verb which does not normally go with the noun in the bubble. 1 to plunge something into to come out of 2 to make to produce recession a forecast to decrease to pull something out of to work to give 24

22 to divide to face 4 to make to earn unit 6 Money to be close to bankruptcy a profit to go into to generate to do to attract to pay an 6 to repay to invoice investment debts to encourage to make an to write off to run up Match these sentence halves. 1 Sales went up beyond expectations, and Kernel omputers made a a) gloomy sales forecast for the next quarter. 2 Our economic experts have produced a b) encourage foreign investment. ompetition is so fierce that many small c) plunge the country into recession. travel operators are 4 The government has promised to eliminate d) record profit of 10 million euros. bureaucracy in order to They spend more than they earn and run up e) close to bankruptcy. 6 We fear that a rise in interest rates will f) huge debts on their credit cards. language review omplete these pairs of opposites. 1 to go up to go d _ o _ w n 2 to r _ se to _ l to cr se to de 4 to s r to _ mm to _ ble to h _ e Study these examples and the rule before doing Exercise. Profitability has risen. They have risen sales. The banks have raised interest rates by 0.%. Interest rates have raised again. What s the rule? We can use some verbs without an object; we call them intransitive verbs (I). We can use other verbs with an object; we call them transitive verbs (T). Profitability has risen: subject + verb with no object Rise is always an intransitive verb. The banks have raised interest rates by 0.%: subject + verb + object Raise is always a transitive verb. Many verbs can be both transitive and intransitive. For example: The volume of sales will decrease. (I) They will decrease the volume of sales. (T) 2

23 unit 6 Money Mark each verb (I) if you can use it to complete sentence a, (T) if you can use it to complete sentence b, or (I) / (T) if you can use it to complete both. a) The volume of sales will. b) They will the volume of sales. D 1 fall (I) 6 increase 2 double (I) / (T) level off drop 8 peak 4 decline 9 plummet halve 10 soar omplete the words to make the corresponding adverb for each adjective. djective dverb 1 considerable considera b l _ y 2 dramatic dramatic gradual gradual 4 sharp sharp significant significant 6 slight sli _ steady stea 8 substantial substan E The two sentences below have the same meaning. Study the example, then rewrite sentences 1 in the same way. There was a considerable increase in oil prices means the same as Oil prices increased considerably. djective + noun Verb + adverb 1 There has been a dramatic fall in exports. 2 It seems that there is going to be a substantial rise in taxes. There was a steady rise in the number of people out of work. 4 re you saying that there is a significant decline in production? I think domestic demand will fall slightly. 6 Profit grew gradually. Orders have dropped sharply. writing Match items 1 with items a e. 1 Despite the rising euro and falling sales, 2 The euro rose and sales fell slightly, Vegaco s profits did not remain constant 4 Their competitors profits increased The strong euro affected all software companies. a) although they were affected by the strong euro as well. b) because of the strong euro and a slight fall in sales. c) However, the profits of Vegaco s competitors did not decrease. d) so Vegaco s profits did not reach the same level as in the previous quarter. e) Vegaco s profits did not fall significantly. 26

24 unit 6 Money study the linking words in bold in exercise a. then use each linking word twice to complete the following sentences. 1 Sales of our range of fruit juices improved because we made the packaging more attractive. 2 s you can see from the graph, sales did very well in the second quarter. Since June,, there has been a gradual drop. Profits continued to rise a slight increase in production costs. 4 We plan to centralise distribution, costs are likely to decrease. September can be a difficult month sales often fall after the summer holiday. 6 the booming market for mobile communications, lfitel s share price fell steadily. We have just relaunched the XL0 under a different name, sales will probably go up. 8 our production costs have gone down by %, profits have not improved significantly. 9 We launched our advertising campaign three months ago., sales have not recovered yet. 10 Profits went up sales did not seem to improve. read the passage below about the unequal distribution of wealth. In most of the lines 1 11 there is one extra word which does not fit. Some lines, however, are correct. If a line is correct, put a tick ( ) in the space provided. If there is an extra word in the line, write that word in the space. Most news programmes now have a business section. This might give us the illusion that we are all equally affected by stock markets and financial speculation. When we care to study the facts and figures, however, it will soon becomes clear that the glamorous financial deals we regularly hear about benefit to only a tiny minority of people. ccording to a recent report published in the US, the wealthiest 1% of the population control more than one third of all the nation s wealth. This concentration of wealth among the very rich and has mostly remained constant over the past ten years. On the other one hand, the living standards of a large proportion of the population have stagnated or declined. This kind phenomenon is by no means unique to the US, it is indeed a common throughout the industrialised world well. It is also occurring in emerging economies like India and hina. s the gap between average families and not the very few ultra-rich continues to widen, it seems urgent to address the issue of global inequality of wealth and income distribution. 1 will

25 unit ultures vocabulary omplete the idioms in the sentences below with the correct word. 1 We don t agree what or when we should advertise. In fact, it seems we don t see to eye on anything at all. 2 In many countries, people make a comment about the weather to the ice and start a conversation. I d just told my hosts I hated fish when it turned out they d spent hours making fish soup, one of their national dishes. I had really put my in it. 4 I didn t know exactly how long I had for my presentation, and I knew nothing about the audience. The organisers had really thrown me in at the end. fter a few minutes we found we had loads of things in common. We just got like a house on fire. Put the words in the correct order to make idioms. 1 to / water / into / hot / get 2 to / opener / real / a / be / eye- to / out / fish / feel / water / a / of / like Use an idiom from Exercise in the correct form to complete these sentences. 1 That business trip to hina for me. That s when I began to understand the culture. 2 Don t be late for the departmental meeting, or you with the boss. I really at the reception. Very few people spoke English, and those who did, didn t have much to say. vocabulary + D omplete the sentences with a preposition from the box. out over up in with of 1 Leo s been to Nigeria many times. He knows the culture inside out. 2 We ve told you everything about this job opportunity in Uzbekistan. Now you tell us what you think. The ball is your court. Sometimes it doesn t really matter if you don t know the culture. You just need to maintain a good-natured attitude and go the flow. 4 ecause she has a very good grasp Russian, Linda quickly became integrated into the local community when she moved to Omsk. If any of the presentations runs schedule, we ll be late for the final plenary meeting. 6 With this conference next month, we re all to our eyes in work at the office. 28

26 unit ultures E Match the idioms from Exercise D with the correct explanation. 1 the ball is in your court a) to be relaxed and not worry about what you should do 2 to be up to one s eyes in work b) it is your responsibility to take action next to go with the flow c) to be very familiar with something language review 4 to have a good / poor grasp of something d) to have a lot / too much to do to know something inside out e) to take more time than expected 6 to run over schedule f) to be able / unable to understand something well Match these sentence halves. 1 ll foreign nationals must a) let senior executives speak first. 2 lthough it is quite a liberal country, b) fill in a landing card. In their meetings, junior staff have to 4 They have casual Fridays, which means c) the equivalent of 1,000 euros out of the country. d) otherwise you could embarrass your hosts. You mustn t take more than e) you don t have to wear formal clothes on that day. 6 You shouldn t buy a very expensive gift, f) you should avoid drinking alcohol in public. Study the example sentences in Exercise, and answer these questions. 1 Which two sentences express advice? 2 and 2 Which sentence expresses the idea that it is not necessary to do something? Which sentence expresses the idea that something is against the law? 4 Which sentence expresses the idea that something is required by law? Which sentence expresses the idea that something is required by social rules? omplete these sentences with have to / don t have to / mustn t. 1 In ritain, you have to pay tax on the interest that your money earns. 2 In most countries, you still pay to use public transport. You drink alcohol during working hours. 4 In some countries, motorists are lucky: they pay a toll to use motorways. You take home any office stationery or equipment. If you do, you may lose your job. 6 In most European countries, you have an identity card on you at all times. In the United States, you make a lot of small talk. mericans usually like to get down to business quickly. 8 In many countries, you ask about a businesswoman s marital status. It is considered rude. 29

27 unit ultures D Rewrite these sentences using an appropriate modal form to replace the words in italics. 1 It is not necessary for you to wear a suit. Their company culture is quite informal. You don t have to wear a suit. 2 You are not allowed to drive without your seat belt on. If you are invited for dinner, it is a good idea if you buy your hosts some flowers. 4 In many countries, it is not good to point your finger at people. lthough I know them all very well, I am obliged to address my colleagues by their surname. 6 It is essential for all visitors to wear their name badge at all times. Is it necessary for me to buy my hosts an expensive gift? 8 In anada, smoking is prohibited in most public spaces. writing Sentences 1 10 below are from two different documents. Decide which are from a) a letter of invitation to a consultant, and b) an booking. Write the sentence numbers in the table in the correct order. a) Letter of invitation to training consultant b) Informal requesting booking 6 1 s I explained to you briefly when we met, our engineers often spend periods of up to three months in India, Malaysia or the Philippines. 2 reakfast only please as they ll be otherwise entertained for the rest of the day. ould you book three single rooms en suite in my name at the Royal, 6 May? 4 I very much hope that your schedule will allow you to accept our invitation. I was delighted to talk to you after your presentation at the ridging the ulture Gap conference in Frankfurt last week, and I would like to thank you for the interest you expressed in our company. 6 Just to let you know that we are expecting three potential clients from Egypt to visit our design department early next month. Many of them request practical information about various aspects of those cultures. 8 Many thanks. 9 That reminds me: any suggestions for their evening programme would be greatly appreciated. 10 We would therefore like to invite you to run a one-day training seminar on cultural issues for a group of twelve staff due to leave for the Philippines in mid-pril. 0

28 unit ultures omplete the reply to the letter in exercise a with items from the box. Further to your letter as you suggested s you probably know if you could let me know I look forward to owing to previous engagements convenient for you I would be delighted Further to your letter 1 of January 10, I would like to thank you for your kind invitation. 2 to run a one-day seminar for your staff., I have first-hand experience of the sia Pacific region, and it is always a great pleasure for me to run seminars focusing specifically on that area. However, workshop in March I would be grateful would be 4, I am afraid that I could not possibly run a. 8 hearing from you in due course.. 6 whether late February or early pril read the passage below about cross-cultural awareness. In most of the lines 1 11 there is one extra word which does not fit. Some lines, however, are correct. If a line is correct, put a tick ( ) in the space provided. If there is an extra word in the line, write that word in the space. It is sometimes said that cultures are becoming more alike under the effect of mass tourism and globalisation. However, there often remains a gap between any two given cultures. What enables for us to bridge this gap is often called cultural awareness. Empathy, i.e. openness of mind and heart together with a willingness to try and understand things from someone else s perspective, is a necessary condition and for such an awareness to develop. However, empathy on its own it is not enough. We also need that to develop an ability to look at our culture from the outside. This process should make us realise that all the behaviours, beliefs and values that we have always taken in for granted may indeed appear strange to someone from another cultural group. In our other words, we need to be able both to make the strange look familiar, and they make the familiar look strange. If we can achieve this, then we can develop about what some sociologists call our cultural awareness. 1 2 for

29 unit 8 Human resources vocabulary omplete the sentences with items from the box. resume applicant a covering letter shortlist a vacancy a headhunter permanent interview a probationary period a reference 1 The usual merican English word for V is resume. 2 Exlon has hired to attract talented executives from rival companies. We ask all our new employees to work of between one and three months. 4 The starting salary of the successful will be decided on the basis of qualifications and experience. The panel will candidates for interview and contact them by the end of the week. 6 Please send together with your V. Our company has for a graduate in economics. 8 When you apply for a job, you can ask your previous employer for. 9 survey showed that most temporary workers were hoping to be offered a post. 10 pplicants will be called for between 1 and 2 May. vocabulary + ross out the verb which does not normally go with the noun in the bubble. 1 to call for to hold 2 to shortlist to take up an interview a post to apply to carry out to advertise to appoint somebody to to interview to advertise 4 to fill up to update applicants one s V to reject to shortlist to submit to send to sign to enter into 6 to earn to pay a contract a salary to terminate to work to receive to submit 2

30 unit 8 Human resources language review Match these sentence halves. 1 If the candidate is highly qualified, of course we don t mind a) to train new staff. 2 If your probationary period is successful, we promise b) to give him a reference. The job is so dull that I m considering c) to offer you a permanent post. 4 They want candidates with lots of experience because they can t afford Tony was upset because his previous employer refused 6 We can t fill the vacancy this month because we have put off d) paying a more competitive salary. e) advertising it for far too long. f) handing in my resignation. omplete the sentences with either the infinitive or -ing form of the verb to advertise. 1 We plan to advertise all our vacancies on our website. 2 This vacancy needs to be filled urgently, so don t delay. There aren t a lot of enquiries because we forgot in the local paper. 4 The board have decided the post of Deputy HR Manager more widely. I think we should stop in The Westland Echo. They re far too expensive. orrect the two sentences which are grammatically wrong. 1 When I suggested to hire more part-time staff, nobody listened to me. 2 Unfortunately, my previous employer failed to provide the reference I needed. If you want your covering letter to be accurate, I recommend doing at least one spell check. 4 I must remember calling the job centre to enquire about part-time jobs. I have arranged to see the HR manager tomorrow morning. language + D Put the items in the correct order to make sentences. 1 to take / action / were threatening / industrial / the unions 2 to raise / they / by two per cent / offered / my salary to be / I / next year / my line manager / promoted / expect / I ve told 4 to favour / younger candidates / I thought / tended / the interviewer to relocate / that / I m / my company / worried / intends 6 to represent / claims / of our workforce / the union / over sixty per cent E omplete the sentences with the correct preposition. 1 We look forward hearing from you. 2 Please read the contract carefully signing it. We are thinking hiring some part-time workers. 4 The unions are firmly opposed any redundancies. They were all in favour relocating production to Romania.

Task 2. Reading

Read this book review from the Financial Times and answer the questions.

“CHANGEABILITY”

by Morgan Witzel. Why Some Companies are Ready for Change — and Others aren’t (by Michael Jarrett: published by Pearson Education)

Change is inevitable.’ said British prime minister Benjamin Disraeli in 1867. ‘ In a progressive country, change is constant.’ In his new book. Michael Jarrett puts it another way: ‘Change is inevitable, like death and taxes.’ And. just as we fear death and taxes. many of us fear change. We hope that if we resist for long enough, the need for it will go away and we can carry on as before. But even when companies accept the need for change and set out to achieve it, they often fail. Jarrett, an expert in organizational behavior at London Business School, believes that 70 per cent of all change- management programmes fail.

Why? Jarrett argues that managers often mistake the nature of change. They see it as something logical that can be solved using step-by-step approaches. They are wrong. ‘There is no simple recipe for organizational change,’ he says. ‘There is no one single way that will deliver change.’ But there are some basic principles that most managers can adopt. First, they need to make certain that the internal organization is in a position to make changes and that people support them fully. Second. they need to make sure that they understand the environment around them.

In other words, rather than developing change-management strategies, companies should first find out whether they are capable of change at all. Do their internal systems and culture support change? If not, these too must change. · Readiness for change’ is far more important than actual planning or implementation, says Jarrell. To all the various words so that have already been coined in order to describe this state of readiness. such as · flexibility’ and ‘adaptability’, Jarrett adds another: ‘changeability’. He de-fines this as ‘the sum ofleadership, internal routinesand organizational capabilities that make companies ready forchange’.

A few years ago. for instance, McDonald’s Europe faced declining sales and marketshare. Denis Henequen, the new president. redesigned restaurants to make them more appealing and began sourcing food locally. Market share and profits rose. Dell, too. aware that its competitors were beginning to catch up with its original low-price model, embarked on a programme of market research. The information it gathered was analyzed with a view to spotting emerging and future customer needs. The most dangerous state for a business, says Jarrett, is the steady state. Companies that resist change – he cites the pharmaceutical industry — run a greater risk of failure.

Ex 1. Look through the whole article and answer these questions.

a) Who is Michael Jarrett?

b) What is: i) his subject? ii) his specialty?

Ex 2. Look at how the expressions in italic are used in the article. True or false?

a) A progressive country is one where people are willing to adapt and change.

b) If something is constant, it happens only sometimes.

c) If something is inevitable, you can avoid it.

d) If you resist something, you do it.

e) I f you carry on doing something, you continue to do it.

f) If you set out to do something, you finish doing it.

g) If you achieve something, you reach a particular objective.

h) If you fail to do something, you succeed.

Ex 3. Find expressions in paragraph 2 that mean the following.

a) reasonable and sensible (1 word)

b) an easy series of instructions, used for example in cooking (2 words)

c) ways of doing things one at a time (4 words)

d) a unique method (3 words)

e) the most important ideas, etc., about something (2 words)

f) the structure of a company, department, etc., rather than the way it relates to the outside world (2 words)

g) the outside world (1 word)

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