English 81
English 81
English 81
a Match the multiword verbs in bold (1-8) with their definitions (a-h).
1 Who's going to look after our guests tonight? a) see the sights
4 Let's take the clients out to a Chinese restaurant. d) give attention to I protect I
take care of
5 Seventy staff took part in our fundraising events.
e) accept (an offer)
6 The CEO would like to take up your kind offer.
f) await with pleasure
7 We were delighted that so many sponsors turned
up at the event. g) entertain
Just a quick e-mail to say thank you for organising the have to take care of I turn down I turn up • your kind offer
Monaco Grand Prix hospitality event. Everyone who took of free tickets for the film premiere as I have another
care of I part in I up 1 the event thoroughly enjoyed looking engagement that night. However, we would like to take
around I forward to I after2 the city and the Grand Prix up I turn up I turn down 5 your offer of organising our
itself. Our clients were looked around I forward to I after3 corporate events next year. We are all really looking
very well by your events team. I am afraid I am going to forward to I around I after6 discussing your proposals.
4 Which famous person would you most like to look after for a day?
II ,.>» CD1.56, 1.58 Try to complete the gaps i n Conversations 2 and 4. Then listen
again and check your answers.
Conversation 2
A: James, . . . l:P.V.� . . . you . . . . . . . . . . . . 1 Sam Clarke?
C: Yes, I will.
Conversation 4
A: Hi, I'm John.
B: Hello, John . . . . . . . . . . . .6 to meet you. I'm Lisa, from the Amsterdam office.
.
B : Yes, it is. It's great. You should come. The conference is going to be there next year.
I!J Read these expressions (1-10). Decide whether each one is said by the
host (H) or the guest (G).
1 Can I get you a drink? H 6 Yes, please. I'll have a white wine.
2 Yes, it's just down there on the left. 7 Can I give you a lift to the airport?
3 It all looks good. What do you 8 Yes, I'd love to see some of the sights.
recommend?
9 Could you tell me where the toilet is,
4 Would you like me to show you round? please?
2 Rank the hotels 1-4 (1 = the most suitable hotel for the
conference, 4 = the least suitable).
· Location: on a hill overlooking city, 10 minutes to the • Access: regular hotel bus service from the airport to the castle
Palace and beach (three-hour journey)
· Access: at least 45 minutes from Nice airport, longer if • Conf�rence facilities: conference room (1 SO capacity), five
traffic jams, no shuttle service meet1ng rooms, all rooms large and bright
· Conference facilities: conference room (capacity 500), • Bedrooms: bright and comfortable, antique furniture, well
many meeting rooms, with up-to-date equipment equipped, no mini bar
• Bedrooms: award-winning designs, well equipped, some • Leisure: nine-hole golf course near the castle, extra charge
have balconies/sea views for pool and sauna, excellent spa
• Leisure: outdoor swimming pool, spa and fitness centre, · Price: $3,600 per person
free trips to old town of Nice • Restaurant: dining hall for 200 people, two other smaller
• $4,000 per participant
Price: dining rooms, Swedish dishes, other dishes if requested
• Restaurant: capacity for 250 di ners, international cuisine • Entert ainment: �vening entertainment by young Swedish
. .
mUSICians, class1cal music at lunch
· Entertainment: pianist plays every night in the hotel lounge
• G� est reviews: beautiful views of castle grounds; owners
· Guest reviews: service OK, but not outstanding; bars very
fne�dly/helpful, but staff need more training on customer
busy at night, expensive drinks
serv1ce
2 Religion plays a big role in Morocco's day-to-day life and business culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8 In Moroccan business, who you know is more important than what you know. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9 Meetings often go on longer than scheduled. Moroccans do not like time pressure when doing
business . .. . . . . . . . . . .. .. . . . . ....................................... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1 ,.l)) co1.61 Andrew Morgan is not very familiar with Moroccan business
culture. H e is meeting an Arab businessman, Karim Mansour in Rabat,
who has been recommended by a colleague at head office. Listen and
answer these questions.
1 Why is Andrew Morgan visiting Morocco?
2 How does Morgan's company plan to distribute its products in Morocco?
3 What contacts does Morgan want to get during the visit?
2 ,.l)) co1.61 Listen again and note down the cultural errors And rew Morgan
makes. If necessary, refer to the audio script of the conversation on
page 159. Compare your answers with those on page 135.
0 A posting to Mexico
joanna Simmons works for a large food company based in Dallas, Texas. She has been posted
to the company's subsidiary in Monterrey, Mexico. Unfortunately, she is having difficulties
adjusting to the local business culture. joanna sends some e-m ails to her friend, Samantha,
who works at head office. Work in groups of three. Each of you reads one e-mail. Summarise it
briefly to the others in your group. Then do Task 2 below.
1 2 3
You wanted to know how I ' m getting on doing business is so different. I business culture here. Mexicans
here. Not too well, I'm afraid. I'm having have to go to business breakfasts don't seem to like mucl1 eye
problems adapting to the business culture. every week, usually from 8 to 11. contact. Maybe they think it isn't
I'm not used to that. And business polite. And they've got strange
My knowledge of Spanish is not as
lunches are very important ideas about personal space. They
good as I thought. I sometimes get invited
here. They go on for hours, and stand very close to you and they
to dinner at colleagues' homes. My hosts
business is discussed only at often touch your shoulder or arm.
ask me a lot of questions about serious
the end of t11e meal. Also, no But if I step back to get a bit more
topics back home, but it's really difficult for
one seems very interested in my space, they're not happy.
me to have a conversation in Spanish with
marketing ideas. I feel my Mexican
them. So I ' m taking Spanish classes at the
colleagues are watching me and
weekend to improve my language skills.
trying to decide if they like me.
Actually, I 've been trying to make things
easier for myself by asking questions about
Mexican culture. T11at way, my hosts do
most of the talking!
G Doing business in 1 o4>» CD1.62 - 1.65 Listen and make notes about the key points
South Korea in each extract. Listen again if necessary.
In a radio programme 2 Write a list of dos and don'ts for someone visiting Korea.
called Business Today,
four people talked about EXAMPLES:
Company news
The Research and Development team have recently . . . . . . . . 1 a . .. .
c ustomers who need t o l imit the size and weight of the i r equipment
our generator product range to incl ude the new ' m icro-generator'
PAST S I M f!LE Complete this text with either the past simple or the past continuous form
AND PAS1i of the verbs in brackets.
CONTINUOUS
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UNIT B H REVISION
VOCABULARY Complete the sentences below with the words i n the box.
4 Lois, a n accountant, likes to start work very early i n the morning, so working . . . . . . . . . . . .
allows her to start at 7.30 and finish at 4.30.
5 Su-Lee's . . . . . . . . . . . . as an actor is very good. She is well paid and she loves what
she does.
6 Pietro is a nursery nurse. His young children attend the nursery, so he can see
them during the day. This gives him a good . . . . . . . . . . . . .
7 Steve's . . . . . . . . . . . . as a social worker can be a real challenge for him. Sometimes
he has to visit 10 or 1 2 families in one day.
8 To succeed as an advertising executive, Joanna has to be a . . . . . . . . . . . . . She works
12-hour days, six days a week.
63
WRITING Read these notes, then write an e-mail (70-100 words) to your boss, Mike.
VOCABU��
Choose the best options to complete this text.
For business dinners, I usually go to Peking House, a Chinese restaurant. It has a
regional I convenient' location about five minutes from the office, and the atmosphere is
cosy I reasonable2, so we can talk quietly and comfortably. It's also very important for a
business meal to have local I efficient 3 service, and the staff at Peking House are the best.
Chinese food is good because they have something for everyone. Peking House is famous
for its seafood, especially the dishes with prawns I vea/ 4 • They also serve a wonderful
lamb I cabbage5 soup that's very popular with vegetarians. It isn't the cheapest Chinese
restaurant in the area, but the prices are very exciting I reasonable 6, especially when you
consider that the service and atmosphere are both excellent. Chinese restaurants don't
always have a wide selection of drinks, but Peking House has a wonderful choice of good
wines I poultry ' and beers, including several mineral I non-a/coho/ic 8 ones for people
who don't like alcohol.
M U LTIWORD VE]iD Complete the text below with the words in the box.
I after around down out part to up up
5 Sorry, did you say you're from Poland? e) No, I haven't. What is it?
6 Ingrid, do you know Dugald? f) Yes, we met last year. Good to see
you again.
7 Could I use your pen, please?
g) It's John. John Hicks.
8 Have you heard Liam's news?
h) Pleased to meet you.
64
Com plete the tips below on doing business internationally with the words
in the box.
Seniority
• Pay attention to who's who. In a group of Korean executives, . . . . . . . . . 1 is often . ..
the most senior. In Mexico, you may need to take the time to socialise with other
businesspeople so you can earn their . . . . . . . . .2• . ..
Communication
• In most cases, your . . . . . . . . ? should be translated into the local language where
. . .
you're doing business. This helps people understand who they're dealing with.
• I f you need to socialise in the . . . . . . . . . . . . work as hard as you can to improve your
'' ,
Business culture
• I n Mexico, you can expect long . . . . . . .. .. .. 5, but you might not talk about business
until the very end of the meal.
• Wherever you go, try to learn as much as you can about the . . . . . . . . . . . .6 before your
visit. The more you know, the easier it is to do business. For example, in some
countries, there can be a lot of . . . 7• You'll need a lot of official documents
.. .. . . . . .
• Different cultures also have very different ideas about . . . 10• In Mexico, people . . . . . . . . .
may stand very close to you and they often touch your shoulder or arm.
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STARTING U P 11 Discuss these questions.
1 Would you like to start your own business? Why? I Why not?
2 What conditions are important for people starting new businesses? Choose the three
most important from this list. Can you think of any others?
• low taxes • good transport links • skilled staff • training courses
• low interest rates • high unemployment • cheap rents
• a strong currency • a healthy economy • government grants
II Many companies in the U K have been privatised. What are the trends in your
country? Talk about the business sectors in Exercise B.
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UNIT 7 H NEW BUSINESS
1!1 Try to complete this economic profile without looking back at the terms
in Exercise A.
The economy is stable following the problems of the past two years. By following a tight
monetary policy, the government has reduced the i."!Ha.t i�0 . r.af:�. 1 to 2%. For borrowers,
after going up dramatically, the i. . . . . . . . . . . . r. . . . . . . . . . . . 2 is now down to 8%. The last six
months have seen a slight improvement in the e. . . . . . . . . . . . r. . . . . . . . . . . . 3 against the dollar.
For the country as a whole, the G. . . . . . . . . . . . 4 has grown by 0.1 5%. Exports are increasing,
and the b. . . . . . . . . . . . o f t. . . . . . . . . . . . 5 is starting to took much healthier.
I!J Think about some of the economic terms you looked at above in relation to
your own country. Which do you think are going u p I going down I staying
about the same? Also consider the following:
• consumer prices (the price of things in the shops)
• public spending (the money the government spends)
IJ What do you think are the biggest economic problems in your country at the
moment? What do you think the government's priorities should be? Talk to a
partner about your ideas.
See the DVD-ROM �
W
for the i-Glossary.
IJ Write a short paragraph about the economic profile of your country.
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UNIT 7 .... NEW BUSINESS
I] �>» C02.3 Listen to the second part and complete these notes.
All successful new businesses have to:
• have a . . ....... . 1
..
• have a . . . . . . . . . . . .2
Abdirashid Duale • know how they are going to . . . . . . . . . . . 3 that vision
.
• manage the difference between their income and their . .. .... ... 8
. .
II �>l) C02.4 Susan Barratt, the CEO of Nature's Way Foods, talks about the advice
she would give to anyone starting their own business. Listen and complete
this extract from the audio script.
Ihope they've got lots of . . 1• I think it is difficult and quite hard
. . . . . .. . . . 2, and . . . . . . . . . . . .
needs a significant level of commitment. I think it's really, really important to make sure
you understand the 3 and who your customers are going to be. And how you
. . . .. . . . . . . .
People will only go to you and buy your . . . . . . . . . . 5 or your service if they feel it is added . .
. . . . . . . . . . . . 6 over and above what they can get elsewhere, or something they can't get
Watch the elsewhere.
interviews on
the DVD-ROM.
So, for me, understanding the market and the . . . . . . . . . . . 7 is absolutely critical to the .
success of the business. The other key thing is that you've got sufficient 8. . . . . . . . . . . . .
2 What advice would you give to someone starting their own business in your country?
�� Which new business has impressed you most in the last six years?
New business Why did it impress you?
ideas
ll Work in pairs. Student A, read Article A on the opposite page. Student B,
read Article B. Make notes in this chart.
Article A Article B
name of new business
name of founder
age of founder
age of business at time of writing
location of new business (city and country)
number of employees
what the new business is/does
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UNIT 7 .... NEW BUSINESS
A
Internet whiz-kid ' s proposed deal will put Mr Mason i n a
group of young I n ternet b i l l ionaires 35
over the past few weeks.
Mr Mason appears to be a man
r5
di scount idea including Mark Zuckerberg of Face
book and the Google founders, Larry
who knows his worth. l n April. it was
reported that he turned down a $2
makes billions Page and Sergey Brin. b i l l ion offer from Yahoo. because the
The site offers vouchers named valuation was too low.
in two years "Groupons'' t h a t can be s p e n t a t 40 Groupon employs about I ,000
20 participating retailers. Every user people, mostly based in Mr Mason's
by Jonathan Birchall
gets a discount otTer based on his or home town of Chicago. It is active
Andrew Mason studied m u s i c at her location and profi l e . but these in more than
u n i versity. where he dreamt about huge discounts exp ire unless enough 80 countries
making h i s riches as a rock star. people sign up. The trend, described 45 and is grow
Instead. the 29-year-old decided to set 25 as "social buying". has spread rapidly ing at the rate
5 u p an I nternet business that offer across the Web, and Groupon was of I 0 per cent
discounts on everything from restaurant described by Forbes as "the world's a week by
meals to hair transplants and yoga fastest-growing company". adding new
classes. The big idea is about to turn l t s explosive growth and healthy so users through
him into the latest web bill ionaire. 30 profits have convi nced Google to dig Facebook and
ro Google is preparing to buy Groupon. into its deep pockets. I t is believed to Twitter.
his two-year-old company. for $5.3 have started its bidding at $3 billion.
b i l l io n . accord ing to reports. The a price that has been steadi l y rising
B
Hel p with exp orts
by Peter Marsh
J u s t over a year ago, Sandra for their products and handle ship
Felsenste i n , a 27-year-old former ments and customs formalities i n
industrial engineer. decided to start a exchange for a proportion o f sales
r5 business that would try to l i n k these 35 revenues.
two groups. Her approach was to find She has laid the fou ndations, too,
a series of high-quality manufactur for establishing a network of retail
ers i n her native Arge n t i n a - a outlets i n other countries, arranging
country with a good reputation for connections with retailers i n Chile,
20 design. yet poor connections to the 40 Peru and Ecuador as a first step, while
Scattered around the world are many rest of the craft trade worldwide signing up a distributor in Austin.
thousands of"micro-manufacturers"' of and l i n k them w i t h shops a n d Texas. that she hopes will help them
craft items such as jewellery and hand distribution companies elsewhere. enter the potent ially large US market.
bags. often offering high standards of Dinka. the four-person company Ms Felsenstein says she is also
5 design and quality. Most. however, 25 she founded in Buenos Aires, is 45 ·'exploring several opport u n i t ies"
have little idea of how to sell their now s h o w i n g s i g n s o f success. for finding retailers i n Europe -
products in international markets. Ms Felsenstein has organised links part icularly in Spain. ltaly, Germany
At the same time, retail outlets arc with 30 Argent inian companies that and S w i tzerland - where she thinks
eager to get their hands on products have agreed to let Dinka promote sizeable sales could be established
ro that look new and different - but lind 30 their goods in export markets. Under so for Argentinian-made goods.
i t difficult to discover them. these deals. Dinka w i l l find buyers
II Note down two other interesting pieces of information about your article.
llJ Give your partner an oral summary of your article, then take notes as you
listen to your partner's summary.
II Work in groups of three or four. Think about a business you could start
as a group. Consider these questions.
1 What kind of business would it be?
2 Which country and city would you like to locate your new business in? Think of the
factors mentioned in Starting up, Exercise A.
3 What do you already have as a group? Think about skills, experience and contacts.
4 What other strengths do you have? What about your gaps?
5 What difficulties do you think you may face? How will you overcome them?
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UNIT 7 H NEW BUSINESS
Time clauses provide information about actions and events in the past, present
Time clauses and future.
1 We often use when to introduce time clauses.
She remembers when she first started her business. (past time)
When you fly first class, you get more leg room. (present time)
When I'm in Geneva, I'll review all the start-up costs. (future time)
2 We can also use while, before, after, until and as soon as to introduce time clauses.
He looked at our business plan while we were waiting.
We need to have a solid business plan in place before we launch our online business.
After we finish this project, we'll look at new markets.
He waited until she finished speaking.
3 When we use a time clause to talk about the future, the verb in the time clause
is in the present tense or the present perfect tense.
We'll deliver as soon as they pay their last bill.
When we've finished the report, we'll e-mail it to you.
C) Grammar reference page 147
4 The Finance Director needs to speak to you d) while you are still working.
5 She will move to Frankfurt e) when the conditions are right.
6 We won't open our new office f) when she finds a good job.
7 I think you should save some money g) before we leave for the airport.
ll Complete these sentences with when, while, before, after, until or as soon as.
More than one answer may be possible i n each case.
1 We won't buy anything new . . . . . . . . . . . . we've paid off all our debts.
advised me to gain some experience as soon as I while I before 2 I started a new business.
I need to earn some profit until I as soon as I before 3 possible, as I don't have much spare
cash. Or do I have to accept that I won't have much money as soon as I until I while '• I'm
starting up my new business? Do I need to have some savings when I while I as soon as 5
I get my new business off the ground? I'm just not sure how I'll survive as soon as I when I
70
a ,.l» CD2.6 Say these numbers. Listen and check after each group.
Dealing with 1 a) 362 b) 1,841 c) 36,503 d) 684,321 e) 4,537,295
numbers 2 a) 3.5 b) 2.89 c) 9.875
3 a) Jl4 b) I Is c) 617 d) lh e) 2 / J
4 a) 15% b) 50% c) 97% d) 100%
5 a) £80 b) $5,800 c) €150,000 d) €20,000
2 How many people work for your company I study at your institution?
7 What fraction of their income do you think people spend on living costs?
8 What percentage of your income do you spend on transport?
liJ Work i n pairs. You work for a marketing department, which is launching
a new range of mobile phones in an overseas market. You are gathering
statistical i nformation.
Student A: Turn to page 135. Student B: Turn to page 140.
1 Ask each other questions to complete your charts.
2 Discuss which are the best markets to launch the new range of phones in.
U S E F U L LANGUAGE
• touring bicycles for serious cyclists who travel Sales revenue o f cycle models a s a percentage
long distances. Price: US$600-$3,000 of turnover
You are members of the planning committee, which must choose a location for the new factory.
1 Work in pairs. Discuss the advantages and disadvantages of each location.
2 Work in small groups. Discuss the four countries and rank them in order of suitability as a location.
3 Meet as one group, with one of you leading the discussion. Decide which is the most suitable
location for the new cycle factory.
II Think of some products you have bought recently. Why did you buy them?
Which of the four Ps influenced your decision to buy?
liJ Tell your partner about a marketing campaign that impressed you.
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UNIT 8 •• MARKETING
I!J Work in pairs. Choose one of the brands you looked at i n Exercise C.
Discuss what sort of advertising campaign you could have for it in your
country. How else could you try to increase the sales figures of the brand?
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UNIT 8 .... MARKETING
ll -4>» C02.17 Richard talks about 'the regulatory environment'. This is where
the authorities have official powers to control the production and safety
of drugs. Listen to the second part and complete this aud io-script extract.
1 think the biggest .1 for us is the regulatory environment. The laws that we need
. . . . . . . . . . .
Richard Turner
to follow are quite . 2 - and quite rightly so. We in the pharmaceutical industry have
. . . . . . . . . . .
the same interests as the doctor. We want to help . . _J lead better lives.
. .. . . . . . .
We have to present the data in a . . � and balanced way, not to overstate the
. . . . . . . . . .
consistent across many different countries across Europe ... it's often a challenge ...
II -4») co2.18 Listen to the third part and say if these statements are true (T)
or false (F). Correct the false ones.
1 The key to good marketing is being able to speak directly to patients.
2 Marketing people are gaining from all the benefits of the Internet and new
communication methods.
3 Companies are starting to look at using technology such as the iPad when
presenting data to doctors.
Watch the m -4�� CD2.19 Listen to the final part and put these stages in the correct order.
interview on a) Peak sales c) Present data to the doctor
the DVD-ROM.
b) Clinical trials d) Scientist comes up with an idea
IJI What can you say about the different product Lifecydes of these things?
• pharmaceutical drugs • computer software • cars • English-language textbooks
• Rubik's cubes • skateboards • football shirts of a famous team
ll Before you read, match these questions (1-6} to the answers (a-f).
1 Why is Adidas expanding in China? a) 550
2 How many stores does Adidas have b) It is planning to focus on low prices.
in China at the time of writing?
c) Adidas
3 Who is Christophe Bezu?
d) He is the Chief Executive of Adidas.
4 How did Li Ning get its name?
e) It comes from the President of the
5 What is Li Ning hoping to do? Beijing Olympics Committee.
6 Who is the market leader for sports f) Because it wants to become the
goods in China? market leader in China.
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UNIT 8 .... MARKETING
D Read the article below and correct all the answers (a-f) i n Exercise B.
FT
Adidas. Europe's biggest sports-goods by 20 1 5 ,'' said Christophe Bezu, Adi Li N i ng 's move u p to second
maker. w i l l open 2,500 stores and das Managing Director for Greater position could prove a key moment .
expand its sales network to I ,400 China. At present, the company has 55 Retail analysts see it as one of the
Chinese cities, in an effort to regain 30 5 ,600 stores in 550 cities. first signs i n the retail field that Chi
s market share lost to fore ign and The product mix i n smaller cities nese products can rebrand themselves
domestic competitors i n one o f will be chosen so that the entry price as not just cheap but desirable.
the world's most rapidly growing for consumers would be 1 5 per cent Li Ning has strong sales and distri-
retail markets. less than in Adidas's existing shops i n 60 bution networks i n the lower-tier
The German company is one o f 35 larger cities. h e added. The company cities that Adidas hopes to penetrate.
1 0 many consu mer-goods multination would be targeting consumers with M r H a i ner d i s missed Adidas's
als that have rece n t l y decided to an average disposable income o f recent problems i n China as tempo
shirt their foc us from near-saturated Rmb5 ,000 ($753) a month. rary, related to overstocking in the
cities l i ke Shanghai and Beijing to Herbert H a i ner, Adiclas C h i e f 65 run-up to the Olympics. Mr Hainer
target smaller cities and less wealthy 4( ! Executive. predicted that the strategy predicted double-digit sales growth
15 c o n s u m e r s . where t h e y b e l i e v e would allow the German group to in China over the next five years.
growth potential i s higher for for regain the number-two market position
eign brands. that it recently lost to Li Ning, the
Acliclas plans to reach far into the Chinese sportswear manufactu rer.
Chinese interior to open the new 45 Li Ning, named after the Olympic
20 stores. Initial ly, this w i l l be i n urban g y m n a s t who l i t t h e fl a m e at
areas with as few as 500 ,000 people the opening ceremony of the 2008
and then, by 20 1 5 , in c i t ies w i t h B e i j i n g O l y m p i c s , rece n t l y
a p o p u l a t i o n of j u s t over 50.000, announced plans to take i t s brand
company officials said i n Shanghai 50 upmarket to compete more d i rectly
25 on Tuesday. with foreign brands like Adidas and
"'We will be in much smaller cities the market leader. Nike.
4 penetrate d) alter a product or service to change the way that people think
about it
5 disposable
income e) start selling goods or services in a new market
6 rebrand f ) money that is available to spend after paying for essentials like
taxes, food and housing
7 saturated
g) the ranking of a company or brand against its competitors in
terms of its sales
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UNITS �� MARKETING
• In questions which we can answer with either yes or no, we put an auxiliary verb before
the subject.
'Do you trust this market-research survey?' 'No, the sample size wasn't large enough. '
'Is the market going to crash again?' 'No, not in the near future.'
'Have you finished the marketing report?' 'Yes, I printed it out earlier. '
• To ask for more information, we use question words like what, why, where, when and
how. We put the question word before the auxiliary verb.
When do you want the sales figures?
How should we promote it?
How many are we expecting to sell?
C) Grammar reference page 148
Dear Mr Paz-Andrade
We are conducting a consumer survey on international wines.
We place great value on your personal opinion and, therefore, request your support.
QUESTION ANSWER
2 you I old I how I are I ? under 30 years D 30-50 years D over 50 years D
4 how I do I you I drink I often I wine I ? seldom D occasionally D once a week D often D
do I you I spend I usually I how I much I of I
5 up to €6 D €6-€8.50 D m ore than €8.50 D
wine I on I a I bottle I ?
do I have I yo u I a I cellar I at I personal I
6 no D yes: small D yes: large D
wine I home I ?
many I bottles I of /wine I how I you I have I
7 fewer than 36 bottles D more than 36 bottles D
bought I during I the I last I year I ?
you I know I do I w ine-growing I areas I Chianti D Nahe D South Australia 0 Rioja 0
8
which I ? Burgundy D Bordeaux D Rheinhessen D
when selecting wine, I you I do I the various
9 yes D no D occasionally 0
g ro wing areas I take into account I ?
white wine: dry D medium dryO sweet D
10 taste I which I you I prefer I do I ?
red wine D
I!J Work in groups. Think of a product and prepare a similar consumer survey
for it. Then form new groups. Use your consumer surveys to find out about
each others' buying habits.
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UNIT 8 H MARKETING
m ..)» C02.20 Listen to four people giving some numbers, phone n umbers and
Telephoni ng: addresses. Tick the correct ones.
exchanging 1 a) 30,456 b) 13,456
information 2 a) 0033 2399 0324 b) 0033 3299 0342
3 a) v.artin@sawlna.com b) v.altin@sawslan.com
I] Write down some numbers and addresses you know. Dictate them to a
partner. Check that your partner has written the numbers correctly.
..J� co2.21 Check each other's pronunciation. Then listen to the record ing.
llJ Choose an e-mail address and d ictate it to your partner. Spell each word
when you dictate, then check your partner's answer.
II ..J» co2.22 Listen to the first part of a phone conversation between a sales
d irector, Martin, and his manager, Fiona. Answer these questions.
1 Did they meet their sales targets?
IJ ..J» C02.23 Now listen to the second part and note down this information.
1 customer's name 4 e-mail address
2 nationality 5 meeting day and date
3 telephone number
m ..J» co2.22, 2.23 Listen to the whole conversation again. Tick the phrases i n the
Useful language box below that Martin uses to check information, ask for
information and finish the conversation.
m Role-play a telephone call between the Marketing Director and the European
Sales Manager of a coffee-machine manufacturing company. They are
talking about a focus group for the company's new range of coffee machines.
Student A: Turn to page 140. Student B: Turn to page 139.
U S E F U L LANGUAGE
Let me read that back to you. meet? Right, I think that's everything.
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CJJ i ncotcz
l n tarnational
Read the information below about the jacket and
how it was marketed. Study the charts opposite.
Wincote International is an outdoor-products company
Why do you think sales have been so poor?
based in Colorado, US. Eighteen months ago, it launched
a range of jackets and boots for men and women. The
Product
company believed that the market for these products was not
·The two-layer jacket is for men and women. It is
saturated. The clothes were aimed at mountaineers, hikers, a versatile, all-weather garment.
snowboarders and anyone participating in extreme sports ·It is offered in two sizes: medium and large.
or outdoor activities. The brand name of the range was ·Colours: black for men; black and red for women.
XWS (Extreme Winter Sports). ·The outer shell of the jacket is made from a
special new material. As a result, it is lightweight,
hard-wearing, very warm and weatherproof.
Following the product launch, the boots sold well, but the ·The lining is removable, making the jacket
suitable for all seasons.
jacket fell below its sales target. Few people seemed to
·The jacket has a removable hood, 1 4 pockets,
know that there was a new jacket on sale made from a new and a wide zipper down the centre.
all-weather material. This was very disappointing, as the Price
jacket was considered to have great sales potential. The Men's and women's jacket: $ 1 1 0
management decided therefore to relaunch the product Promotion
and change their approach to marketing it. •Full-page advertisements in magazines for
people with outdoor and sports interests
•Half-page advertisements in newspapers;
posters and point·of·sale advertisements
·Product demonstrations at exhibitions
·Slogan: 'A jacket for all seasons'
Place
The jacket was sold in outdoor-product stores
(e.g. camping-equipment shops), sports-goods
outlets and upmarket department stores.
..� CD2.24-2.28 The Marketing Summary of a consultant's report on the Wincote XWS
Department did some research The market for outdoor jackets is highly competitive. Because of its unique q ua lities,
with focus groups to get the Wincote XWS jacket could achieve its sales target with a new marketing approach.
opi n io n s about the jac ke t The
. It needs to be relaunched as a s tylish jacket for younger people in the 1 6-30 age group,
group pa r ti c i p an ts ages ra n ge d
' and appeal to people living and working in cities as well as to outdoor enthusiasts.
from 16 to 6o. Listen to their It should be prom oted as a 'must-have' item of clothing for younger people.
comments and m a ke no tes .
Changes must be made to the product and its marketing. The jacket should be
relaunched as soon as possible.
Writing
To: CEO
As Marketing Director, write an
From: Marketing Director
e-mail to the Chief Executive
Officer (CEO) ofWincote
At a meeting on . . . , we discussed the changes we want to make
International, summarising the
when relaunching the Wincote XWS. They are as follows:
changes that you will make to
the product and its marketing Product: . . .
when the jacket is relaunched. Price: . . .
Promotion: . . .
Place: . . .
1!1 Which of the following do you use to plan your day or week? Which do you
prefer? Why?
• desk or pocket diary • electronic organiser • writing on your hand • memory
• asking someone (e.g. your PA) to remind you • watt chart • smartphone
• notes stuck on board, desk, fridge, etc. • computer program (e.g. Google calender, iCal)
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UNIT 9 � � PLANNING
Match the verbs in the box to the nouns below (1-5). Each word partnership
describes a way to plan effectively. Use a dictionary to help you if necessary.
I collect consider do estiFMte forecast
1 g.�t!��t�. costs
2 . . . . . . . . . . . . . . . sales
3 .... .... . ... . . research
.
4 .. . . . . . . . information
.. .. ..
5 . . . . . . . . . . . . . . options
.
[I Match the verbs in Box A to the nouns i n Box B. Make as many word
partnerships as you can.
EXAMPLE: Write/implemet'lt a plat)
A
II A managing director talks about the planning of a new sales office in the
United States. Complete this text with nouns from Exercises A and B.
One noun is used twice.
Recently, we decided to open a new sales office in New York. First, I arranged a Y:Ige:f:i '1 9 1 .' . .
with the finance department to discuss the project. We prepared a . . . . . . . . . . _2 with details .
of the various costs involved. Then we collected . . . . . . ? about possible locations for
. . .. .
the new office. We considered two . . . . . . . . . . . .� - one in Greenwich Village and the other
near Central Park. After doing some more . . . . .s. I wrote a . . . . . . . . . .6 for the Board of
. . . . . . . . .
Directors.
We had to rearrange the . . . . . . .9 for moving into the building because the office wasn't
.. . ..
redecorated in time. The Board of Directors was unhappy because we didn't meet the
. . . . . . . . . .10 for opening the office by December 1 5 . It finally opened in January. However,
. .
II Choose one of these events and tell your partner how you will plan it.
Try to use some of the vocabulary from Exercises A-C above.
1 A team-building weekend for your department I sports club
2 An event to mark your company's! organisation's 100th anniversary
See the DVD-ROM 3 A party to celebrate the return of a close friend after two years abroad
for the i-Giossary.
4 The opening of a new store
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UNIT 9 ... PLAN NING
fJ ..>» CD2.30 Jan Sanders is a business consultant and the author of Unplan your
How i m portant business. I n the first part of the i nterview, he answers the question 'How far
is planning? ahead should businesses plan?'. Listen and complete these notes.
• Depends on 1•
. . . . . . . . . . . .
lan Sanders
I] _.>» CD2.31 Listen to the second part and complete this audio script.
.
I think the best business plans are ones that are 1 and 2 enough to take ... . . . . . . . . . . . . . . . . . . . .
into account changing markets and changing situations. Any plan that is too ? . . . . . . . . . . .
II Which word in Exercise B refers to the ability to change easily, and which
two words or phrases refer to the opposite?
m ..>» CD2.32 Listen to the final part and answer these questions.
1 What is it important for entrepreneurs to do?
Watch the 2 ian talks about an entrepreneur he met recently. What business had the entrepreneur
interview on set up?
the DVO-ROM.
3 Why did the entrepreneur eventually succeed?
I] Read the article on the opposite page and complete this chart.
name job/position company type of company location
Dan Scarfe
David Hieatt
Rajeeb Dey
Paul Maron-Smith
II Read the article again and answer these questions about the four people
in Exercise B.
1 How many people did not write a business plan for their present companies?
2 Who thinks that setting fixed aims involves too much time and is not valuable?
3 Who says that some plans don't work because we don't know what will work?
4 Who thinks that planning often leads to doing nothing?
5 Who provided the finance for the companies themselves?
6 Which of the four is not against business plans?
84
5 What is your opinion of business plans? How useful do you think they are?
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