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Samenvatting Intermediate Market Leader

Engels 1 (Hogeschool Vives)

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UPPER INTERMEDIATE
MARKET LEADER.
Business English Course Book.

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Samenvatting cursus 2015-2016.

VIVES.

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1 UNIT 1: COMMUNICATION.

1.1 Starting up.

A. Think of a good communicator you know. Explain why he/she is good at

communicating?
I think my girlfriend is a very good communicator. Obviously she likes to talk (a lot) and
she is a very active listener.

She will always show with her body language that she is genuinely interested in what
you have to say. She doesn’t give advice when you don’t need it, she can just hear you
out.

B. What makes a good communicator? Choose the three most important factors from this
list.
- Fluency in the language.
- Body language.
- An extensive vocabulary.

C. What other factors are important for communications?

Like I stated in my answer on question A, I think body language is very important. It is
also important to be fearless. A good communicator can’t have fear of telling people
what he’s thinking. Empathy is very important as well, it is important to feel the
problems of your communication partner as it were your own problems.

D. Discuss these questions.

1. What forms of written and spoken communication do you like using?
I like to use e-mail and text messages as forms of written communication. E-mails
are very fast, everybody has an e-mailadress and it comes in handy work-related and
private related. Text messages are very handy to make arrangements with friends,
you can use emoticons to show your feelings. In e-mails it might be a problem that it
is very formal and you might seem ruder or more direct than you mean.

Spoken communications is face to face communication with people. A phone call can
be very useful as well, it is fast and you can hear the emotions/thoughts of your
communication partner.

2. What problems can people have with the different forms of communication?
The problem with written communication is that it is hard to write your emotions
down. Exclamation marks may cause the receiver to think that you’re mad or upset.
It is well known that misunderstandings evolve out of written communication. The
positive side of written communications, such as e-mails, is that you have the
conversation on paper. In spoken communication that information might get lost.

3. How do you think those problems can be solved?

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I think problems can be solved by revising a drafted mail before sending it. Once you
click the send button it is impossible to retrieve the mail, a few seconds later the
receiver will open the mail.

1.2 Vocabulary – Good communication.

A. Which of these words apply to good communicators and which apply to bad
communicators?
- Good communicators.
o Articulate.
o Coherent.
o Focused.
o Responsive.
o Fluent.
o Sensitive (= empathy).
o Extrovert (= confident).
o Succinct (= very to the point  some people like it, other don’t).
o Eloquent (= fluent or persuasive in talking or writing).
- Bad communicators.
o Inhibited (= shy/prevented from doing something).
o Reserved.
o Hesitant.
o Persuasive.
o Rambling.
o Vague.

B. Which of the words in exercise A have these meanings?

1. Concise = succinct.
2. Reluctant to speak = inhibited.
3. Talking in a confused way = rambling.
4. Able to express ideas well = coherent.
5. Clear and easy to understand = fluent.
6. Good at influencing people = persuasive.
7. Outgoing = extrovert.
8. Eager to react and communicate = responsive.

C. Complete the extract below from a talk by a communication expert with the verbs
from the box.
Clarify – confuse – digress – engage – explain – interrupt – listen – ramble.

Good communicators really listen to people and take in what is said. They maintain
eye contact and have a relaxed body language, but they seldom interrupt and stop
people talking. If they don’t understand and want to clarify something, they wait for
a suitable opportunity.

When speaking, effective communicators are good at giving information. They do not
confuse their listener. They make their points clearly. They will avoid technical terms,

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abbreviations or jargon. If they do need to use unfamiliar terminology, they explain

by giving an easy-to-understand example. Furthermore, although they may digress in
order to elaborate a point and give additional information and details where
appropriate, they will not ramble and lose sight of their main message. Really
effective communicators who have the ability to engage with colleagues, employees,
customers and suppliers are a valuable asset for any business.

(Digress = drift away from their topic, it’s connected to the main message but off
topic).

1.3 Reading – E-mail: for and against.

A. What irritates you most about these forms of communication?

The most irritating about e-mails is that they never end. When I get to work on a
Monday morning, after a nice and relaxing weekend, and I open the mail box on my
computer I instantly get depressed.

Every single day we receive a numerous amount of unnecessary mails that end up
quite immediately in the bin.

It is very hard to understand the thoughts of your communication partner by reading

an e-mail. Sometimes I wonder if the sender of the e-mail was upset, rude or sad?

B. What are the advantages and disadvantages of using e-mail?

I think the biggest advantage is that it is very fast. It only takes a few minutes to write
down your message and send it. Most of the time you’ll get a quick and clear
response.

By receiving that response through mail you are able to overlook the conversation as
much as you want. Details that you wouldn’t hear in a face-to-face conversation are
now written down and can even be printed out.

The disadvantage is the difficulty in measuring the mood of your communication

partner. Was the sender upset, sad or mad when he was writing this message?
Another big disadvantage is that people don’t use straight to the point titles in their
e-mails. It is very annoying to receive an e-mail with a blank subject and five pages of
text. I like to know by the subject if the mail is important or not.

C. Read the article on the opposite page quickly and choose the best tittle.
1. Time to switch your BlackBerry off.
2. How to deal with your inbox.
3. A quiet word beats sending e-mail.

D. Read the article again and list the advantages and disadvantages of using e-mail.
Does the writer mention any that you listed in exercise B?
- Advantages:
o Excellent transmitter for documents, media-files, ….

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o E-mail forces the sender to carefully think through their arguments and
express themselves logically.
o Allow you to reply swift to a host of different questions when time is short.
o Marvellous economical tool for keeping in touch with the far-flung
commercial contacts.
o Terrific method of discreetly and directly pitching to someone powerfull.

- Disadvantages:
o Recipient doesn’t hear a tone of voice, or sees a facial expression.
o Sender can’t modify their message halfway through the sending process.
o You can’t tell the mood of the sender of the received e-mail.
o Spoken words fade, e-mail is forever.
o More junk mail than important mail.
o Companies overdue the use of reply to all.

E. Find expressions in the article which meant the following.

1. Looking at another person (paragraph 2).
o Face to face.
2. Upsetting or embarrassing someone by being rude or tactless (paragraph 2).
o Causing offence.
3. Not be caught or punished when you have done something wrong (paragraph 4).
o Get away with weak excuses.
4. Pretend something is true in order to deceive people (paragraph 4).
o Make things up.
5. Keeping writing or talking to someone, even though you do not see them often
(paragraph 8).
o Far-flung contacts.
6. Aiming an idea or product at someone (paragraph 8).
o Pitching to someone powerful.

F. Complete this text with the expressions in exercise E in the correct form.
I don’t have a problem with him far-flinging his family whilst he’s posted overseas
and sending e-mails in office time. That’s not the main issue. However, if he thinks he
can get away with sending such abusive e-mails to colleagues, he is sadly mistaken
and he’ll have to face the consequences of his actions later. He is clearly causing
offence about his colleagues and spreading nasty rumours. He’d be better of
speaking to colleagues face to face if he has problems with them. He’s slightly better
speaking with customers, but he needs to think about who he’s speaking to when
he’s pitching our products to them. And he just doesn’t know how to say no to
people without making things up.

G. Discuss these questions.

1. Business is best done face to face, do you agree?
I think this is debatable. In some cases it will be more efficient to have a face to
face conversation, in other cases it might be more effective to use written
communication such as e-mail.

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If you want to pitch a plan/idea to your superiors it might be more efficient to

send an e-mail. This gives them the opportunity to print out this e-mail,
revise/think about your proposal and send you a swift response.

With colleagues who have time to talk to you it is more appropriate to have a
face to face conversation. It will avoid misunderstandings and your
communication partner will have access to your face expressions and body
gestures.

2. How could communication be improved in your organisation?

As a police officer I think a lot of our e-mails are necessary. It is unavoidable to
send details (file number, identity details, charges, …), documents and files
through email.

Though it might be easier to search the colleague in question and have a face to
face conversation or a phone call in order to be sure we got all the necessary
information for the rest of the process.

3. How will communication change in the office of the future?

Sadly, I think that written communication will overrule the verbal communication.
In big multinationals they use an interface that allows colleagues to “chat” with
each other as if it were Facebook messages.

Meetings (SWOT-analysis) are being replaced by question forms that are use to
pass on the information to the superiors.

4. What do you do when you receive a nasty e-mail?

I don’t have one fixed behaviour; it depends on many factors. The biggest factor
is if I know the person, do I have a good relationship with this person or aren’t we
“best friends”.

If I know the person, I will probably call them to ask if everything okay and how I
can help them. If I don’t know the person, I’ll probably ignore the e-mail or
arrange an appointment for a face to face conversation in my or his office.

5. Is communication better these days with all the new technology?

Everything has its downsides and upsides. I think communication is made easy, it
allows us to pass on documents and media-files through e-mail.

Personally I have more respect/appreciation for people who come find me for a
face to face conversation.

1.4 Language review – Idioms.

A. Complete the idioms below with the words from the box.
a. To put it in a nutshell.
b. To get straight to the point.
c. To hear it on the grapevine.

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d. To put someone in the picture.

e. To get the wrong end of the stick.
f. To be on the same wavelength.
g. Can’t make head nor tails of it.
h. To talk at cross-purposes.
i. To beat about the bush.
j. To get it straight from the horse’s mouth.
k. To be like talking to a brick wall.
l. To keep someone in the loop.

B. Match the idioms in exercise A to these definitions.

1. To fail to understand anything.
Can’t make head nor tails of it.

2. To share similar opinions and ideas.

To be on the same wavelength.

3. To give the main facts in a short, clear way.

To put it in a nutshell.

4. To not understand something.

To get the wrong end of the stick.

5. To delay talking about something.

To beat about the bush.

6. To give the latest information.

To put someone in the picture.

7. To talk about the most important thing.

To get straight to the point.

8. To hear about something because the information has been passed from one
person to another in conversation.
To hear it on the grapevine.

9. To be told something by someone who has direct knowledge of it.

To get it straight from the horse’s mouth.

10. To try to communicate with an unresponsive person.

To be talking to a brick wall.

11. To include someone in group communication.

To keep someone in the loop.

12. To not understand someone.

To talk in cross-purposes.

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C. Complete these sentences with the idioms form exercise A in the correct form.
1. Ok, I’ll get straight to the point. I’m afraid it’s the last time we’re going to miss a
deadline.
2. Paola and I agree on most things. We seem to be on the same wavelength.
3. A lot happened while you were on holiday. Let me keep you on the loop.
4. I think we are talking in cross purposes. I mean next week, not this week.
5. He never gives you a straight answer. He’s always beating about the bush.
6. I heard on the grapevine that he’s fired, is it true?
7. The new organogram is very complicated but to put it in a nutshell, we still report
to the same manager.
8. I’m afraid that isn’t right. If you think our biggest problem is communication, then
you have got the wrong end of the stick.
9. This document from our subsidiary makes no sense at all. I can’t make head nor
tail of it.
10. I’ve tried to get my supplier to give us a discount several times, but they just
won’t. It’s like I’m talking to a brick wall.
11. The company is going bankrupt. The CEO told me himself. I heard it straight from
the horse’s mouth.
12. I’ll need regular updates about the progress of the project. I’ll also need to know
what’s going on when I’m away. Please put me in the picture.

1.1.1 Skills – dealing with communication breakdown.

A. What expressions can you use in these phone situations.

a. The person speaks too fast or too quietly.
Sorry, I didn’t quite catch that. Could you speak up please?

b. You want someone to stop talking while you do something.

Could you hold on for a second/minute?

c. You don’t understand a word/expression the other person uses.

What does “the word you don’t understand” mean?

d. You want to make sure of the spelling of something.

Would/could you spell that please?

e. You want more information about a subject.

Could you give me some more details, please?
Could you be a bit more specific?
Could you explain that in more detail?

f. The connection is not good and you can’t continue the conversation.
Sorry, it’s a bad line, can I call you back?
It’s a terrible connection.

g. You want to confirm some information.

Let me go over what we’ve agreed.

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Let me just summarize.

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2 UNIT 2: INTERNATIONAL MARKETING.

1.1 Starting up.

A. What brands do you know that are marketed internationally? Think of one brand in
each of these categories which is marketed internationally.

Cars – clothing – cosmetics – electrical equipment – soft drinks.

Cars : Audi, Volkswagen, BMW, ….

Clothing: Armani, Hugo Boss, Tommy Hilfiger, ….
Cosmetics: L’oreall, MAC.
Electrical equipment: Samsung, Apple, ….
Soft drinks: Coca cola, Sprite, Fanta, ….
B. Answer these questions for each brand you listed in exercise A.
1. What is its country of origin?
Audi is manufactured in Germany.
2. What is its brand image?
Audi is seen as a quality car that has different models of cars. Due to the
difference in the price range the company aims on the wealthy consumers.
3. What is the target market/segment?
The market segment of audi are men.
4. What sort of advertising campaigns does the brand use?
5. What is the current slogan?
C. What are the most famous international brands in your country? What sort of image
do they have at home and abroad?

1.5 Vocabulary : marketing word partnerships.

A. Complete each group of word partnerships with the correct word from the box.

Brand – customer – market – marketing – product

1. Marketing mix, marketing strategy, marketing plan.
2. Market adaptation, market penetration, market segmentation.
3. Product placement, product portfolio, product feature.
4. Customer profile, customer retention, customer base.
5. Brand positioning, brand identity, brand extension.

B. Choose the correct word partnership from each group in exercise A to complete these
definitions.
1. When entering a new market, a SWOT analysis is conducted on a product, service
or company before deciding on a market strategy.

2. It may also be necessary to carry out a STEP analysis of a new geographical

market in order to decide if changes to be made for market segmentation.

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3. The USP (Unique selling point) is the product feature which make it different
from its competitors.

4. Part of building up a customer profile is analysing the buying habits of consumers.

5. Brand positioning is how a product is placed (up-market, mid market, budget) in

relation to rival products.

C. Look at these groups of words and phrases. Find the odd one out in each group.
1. Growing market – developing market – expanding market – declining market.
2. Questionnaire – focus group – promotion – survey.
3. Market sector – market research – market segment – market niche.
4. International market – overseas market – domestic market – worldwide market.
5. Launch a product – introduce a product – bring out a product – withdraw a
product.
6. Special offer - free sample – discount – slogan.
7. Retailer – distributor – wholesaler – exporter.

1.6 Reading – Italian luxury.

A. Answer these questions.

1. What do the following have in common: Gucci, Chanel, Calvin Klein, Louis Vuitton,
Christian Dior, Versace, Giorgio Armani, Ralph Lauren, Prada, Yves Saint-Laurent?
Luxury brands that aim for the economic wealthy part of the population.
All of the mentioned brands above are worn by celebrities which gives the brands
a strong “rich” image.

2. Which countries tend to make the world’s most desirable luxury brands?
I think Italy and France.

3. What would you buy if money was no object?

I would buy a very expensive sport car, probably a Bentley Continental GT.

B. Read the article below quickly and complete this information.

Tod’s group HQ – where? Palazza Della Valle on the Corso Venezia

in Milan.
Key products Signature products are shoes and bags.
Chairman Diego Della Valle.
Competitors that chairman admires Louis Vuitton, Hermès and Chanel.
New markets China and India.
Objective in next five years Complete the globalisation of Tod’s.

C. Read the article again and correct this summary.

Tod’s Group wishes to convey the charms of the Italian lifestyle to the world’s rich.
To do this, it focuses on its family roots and its traditional, hand-made, century-old
heritage. To do this, it focuses on Italian families and their lifestyles, and its new

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advertising campaign will feature Italian families, however rich and privileged. The
chairman says he wants to expand into India and China to capture consumers there
who aspire to the same sense of the Italian lifestyle as do costumers in more mature
markets. To enter such big markets, Tod’s will need to put quality before quantity.

Tod’s is primarily a luxury good company and needs to be much bigger. China and
India have possibility for growth than Tod’s traditional markets. The chairman is
worried because China lacks the structure of small companies, the tradition, the
concept of excellence.

D. Match words from each column to make word partnerships. Then check your answers
in the article.
1. Competitive advantage.
2. Traditional markets.
3. Raw materials.
4. Mature markets.
5. Global ambition.

E. Discuss these questions.

1. What products do you know that rely on their heritage and cultural background?
Louis Vuitton, Gucci, Armani.

2. In a recession, do you think companies such as Tod’s should manufacture in low-

cost countries rather than at home? What are the advantages and disadvantages
of this?
No, if Tod’s starts producing his goods in low cost countries it will destroy the
brand image. At the moment Tod’s is seen as a producer of luxury goods, if the
goods are produced in low cost lands it will lose his brand image and it will have
to recreate a new brand identity.

3. Would you ever buy a fake luxury product?

No, most of the time they are poor quality and by buying a fake luxury product
you support the bad work environment in low cost countries.

4. Do you agree that designer luxury goods are always higher quality than non-
designer goods?
I don’t have enough information to judge this. My own experiences tell me that
luxury goods tend to last longer and have a better quality ratio. Though this might
be because we are more careful with luxury goods.

1.7 Listening – how to market internationally.

A. Listen to Svend Hollensen, Professor of International Marketing at the University of

South Denmark, and answer these questions.
1. Which two marketing strategies does he mention?
He mentions two strategies. The first one is the global product concept where in
one product concept is used for the whole world.

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The second one is the strategy where you try to adapt your product to the
different cultures, to different countries that you are in. This means that products
you buy in retail stores in global markets are manufactured for local markets.

2. What does he say about a) the OneCafé company, and b) Lux?

a. The OneCafé company is using the global product concept and sells his
product all over the world in the same format.
b. The Lux company is a soap brand that sells one concept all over the world.

1.8 Language review – Noun compounds and noun phrases.

A. Find noun phrases in the article on page 16 which have similar meanings to these
phrases.
1. A programme of activities over a period of time with the aim of persuading the
public to buy a product (paragraph 3).
Advertising campaign.

2. The person who has the highest position in a company (paragraph 4).
Chief Executive Officer / chairman.

3. The makers of clothes, shoes, etc. in new and changing styles (paragraph 7).
Fashion producers.

4. An organisation that makes expensive things bought for comfort and pleasure,
not for basic needs (paragraph 7).
Luxury-goods makers.

5. Possibility for future development and expansion (paragraph 10).

Growth potential.

B. Cross out the world in each group which does not make a compound noun with the
word in bold.
1. Marketing
a. Campaign.
b. Budget
c. Leader
d. Strategy.
2. Market
a. Leader
b. Survey
c. Check
d. Sector.
3. Product
a. Market
b. Range
c. Features
d. Launch.
4. Advertising

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a. Campaign
b. Exchange
c. Agency
d. Slogan.
5. Brand
a. Awareness
b. Loyalty
c. Image
d. Contract
6. Sales
a. Figures
b. Conditions
c. Forecast
d. Targets
7. Price
a. Promotion
b. Rise
c. Product
d. Range.

C. Write the words in each of these noun phrases in the correct order.
1. Advertising impressive campaign really.
Really impressive advertising campaign.

2. Customer department new relations.

New customer relations department.

3. Competitive mobile highly market phone.

Highly market competitive mobile phone.

4. Successful product incredibly launch.

Incredibly successful product launch.

5. Customer base loyal.

Loyal customer base.

6. Thorough extremely report sales.

Extremely thorough sales report.

7. Brilliant absolutely campaign global.

Absolutely brilliant global campaign.

8. Competitive increasingly marketing environment.

Increasingly competitive marketing environment.

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1.9 Skills – brainstorming.

A. Match the comments made by the participants to the headings in the useful language
box below. Some comments can be put under more than one heading.
1 So the purpose of the meeting this morning is to….
The purpose of the meeting this morning is to….
What we need to achieve today is….
Our objective here is to…

2 Yeah, it sound’s great.

That’s great!
That’s an excellent suggestion.

3 … have you got any ideas for where we can have this?
Don’t hold back.

4 Ok, anyone else?

Any other ideas?

5 That’s great. Any other ideas, any options?

Any other ideas?

6 I think it’s a great city…

Yes, that’s a good idea because….
Absolutely, because….
Exactly because, …
You’re right, because….

7 Good idea, yeah.

That’s the best idea I’ve heard for a long time!
That’s an excellent suggestion.

8 That’s an excellent suggestion, yeah, that’s great.

That’s an excellent suggestion.

9 Yeah, any other ideas about what we … what we can do?

Say whatever comes to min….

10 That’s true.
Exactly, because….
You’re right, because….

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3 UNIT 3: BUILDING RELATIONSHIPS.

1.10 Starting up.

A. You are going to listen to Gillian Baker, Business Relations Manager with an
international training organisation, talking about how companies can build strong
business relationships. What factors do you think she will mention?
I think that customer loyalty is very important. In order to get customer loyalty a
business has to meet and exceed the expectations of their customers.

They have to go the extra mile in order to generate a high customer loyalty ratio. A
high customer loyalty ratio will bring better results on the financial market for the
company.

B. Listen to the interview and check the predictions you made in exercise B.
Customer loyalty through superior value and satisfaction will lead to a better
company performance.

1.11 Vocabulary – describing relations.

A. Complete the table below with these verbs, which are often used with the word
relations.

Break off – build up – cement – cultivate – cut off – damage – develop – disrupt –
encourage – establish – foster – improve – jeopardise – maintain – promote –
restore – resume – sever – sour – strengthen – undermine.

Positive meaning Negative meaning

Build up relations Break off relations.
Establish relations Jeopardise relations
Improve relations
Maintain relations Disrupt relations
Promote relations
Develop relations
Encourage relations Undermine relations
Restore relations Sour relations
Strengthen relations Damage relations.
Resume relations Cut off relations
Foster relations Sever relations.
Cement relations Jeopardise relations
Cultivate relations.

B. Choose the correct verb in each sentence.

1. Sales staff who are impolite to customers damage the reputation of a company.
2. We are planning to establish brand offices in Spain next year.
3. By merging with a US company, we greatly strengthened our sales force.

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4. Relations with customers have been undermined recently by poor after sales
service.
5. Thanks to a new communications system, we are improving relations with
suppliers.
6. A strike at our factory last year disrupted production for several weeks.
7. We could not agree on several points, so we broke off talks regarding a joint
venture.
8. The success of our new product launch was jeopardised by an unimaginative
advertising campaign.
9. In order to gain market share in China, we are building up relationships with local
agents.
10. Business relations between the two countries have been fostered by official visits
and trade delegations.

C. Match these sentence halves. Then make five more sentences with the verbs in
exercise A and B.
1 Widespread rumours of a hostile takeover bid are certain.
E) to strain the relations between two leading French software companies.

2 The accounts department’s very slow payment of invoices.

D) Is causing stormy relations with some of the company’s suppliers.

3 The long term contracts, which will run for the next five years,
B) have cemented the relations between the two companies.

4 The excellent relations the company enjoys with the local community
A) Are a credit to its highly effective PR department.

5 As a result of the government’s imposition of currency controls

C) its close relations with several major foreign investors have been jeopardised.

1.12 Listening – business partnerships.

A. Alison Ward is Head of Global Corporate Responsibility at Cadbury, the chocolate

maker. Listen to the first part of the interview and complete this information about
Cadbury’s Cacao Partnership (CD 1.16).

Launched In 2008.
% Cadburry cacao beans from Ghana About 70% of supply.
% yield from the land 40% yield of the land.
Average age of farmers Average age of a farmer is 50.
Cadbury partners in Ghana. United Nations Development
Programme, Care, VSO and World
Vision.

B. Listen to the second part and complete these extracts with up to three words in each
gap (CD 1.17).

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1. Well, we’re really proud that we’ve achieved Fairtrade certification for our
Cadbury Dairy Milk brand…
2. So it means that people around the world can now make an ethical choice and
know that the money…
3. Fairtrade’s an interesting marque in that it’s not only very powerful in consumer
markets – it’s very well understood - but it also has great power back in cocoa-
farming communities.

C. Listen to the final part and answer these questions (CD 1.18).
1. What other partnership does Cadbury have?
Yes, it has a partnership in the United Kingdom as well. They work together on
their carbon footprint.
2. What does Alison say about the changes in the supply chain with that
partnership?
Those changes includes using different types of animal feed, investment. They
make it more efficient.

1.13 Reading – business networks in China.

A. Where can you meet people to build good business relations?

B. Read the article and say who these people are.

1. Li Ka-Shing.
One of Asia’s most successful businessmen and Hong-Kong billionaire.
2. Gary Wang.
Runs a Youtube wannabe called Tudou.
3. Helen Wong.
Partner at Granit Global Ventures.
4. Zhou Junjun.
Runs the Chinese operations of a South Korean systems company.
5. Andrew Grant.
Runs the China practice of Ogilvy Public Relations worldwide in Shangai..

C. Read the article again. Which paragraph.

1. Begins by talking about the origins of guanxi?
Paragraph 3.

2. Gives examples of what can be achieved if you have connections?

Paragraph 1.

3. Talks about how guanxi is changing?

Paragraph 2.

4. Talks about top connections made at MBA programmes within China?

Paragraph 4.

5. Talks about how a business started through connections made at a European

business school?

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Paragraph 5.

6. Talks about networking through multinational companies?

Paragraph 6.

7. Talks about Chinese businesspeople wanting something in return for

connections?
Paragraph 8.

8. Suggests that making connections might take time and effort?

Paragraph 7.

D. Find words or phrases in the article which mean the following.

1. Using or taking what you need from a supply of something (par. 2).
Tapping into something.

2. When someone always supports someone or something (par. 3).

Loyalty.

3. Being responsible for what you do and willing to explain it or accept criticism (par.
3).
Accountability.

4. A moral or legal duty to do something (par. 3).

Obligation.

5. People you know who can help you, especially because they are in positions of
power (par. 4).
Connections.

6. Talking to other people who do similar work in order to help each other (par. 6).
Networking.

7. Determination to keep trying to do something difficult (par. 7).

Perseverance.

1.14 Language review – Multi-word verbs.

A. Two executives are talking about building relationships with clients. Put the
conversation in the correct order. Then listen and check your answers.
A-6, B-3, C-10,D-7,E-2,F-1,G-4,H-9,I-8,J-5.

B. Underline all the multiword verbs in the conversation in Exercise A. Then decide which
of them has a similar meaning to each of these verb phrases.
1. Have a friendly relationship.
Get on really well.

2. Registered.

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Checked in at the hotel.

3. Make stronger.
Build up.

4. Change something into something successful.

Turn things around.

5. Postponing/delaying.
Putting… off.

6. Appear/arrive somewhere.
Turn up.

7. Disappoint.
Let him down.

8. Arrange.
Set up.

9. Continue.
Carry on.

10. Cancelled.
Called it off.

C. Rephrase these comments using the multiword verbs from exercise b.

1. We can’t hold the meeting tomorrow.
We’ll have to call the meeting off.

2. They’ve postponed the presentation until Thursday.

They put the presentation off until Thursday.

3. I’m sorry I’ve disappointed you.

I’m sorry I’ve let you down.

4. She’s arranged the conference call for nine o’clock.

She has set up the conference call for nine o’clock.

5. This is a crucial meeting. Make sure you arrive on time.

This is a crucial meeting. Make sure you turn up on time.

6. Everyone continued working as if nothing had happened.

Everyone carried on working as if nothing had happened.

7. You’ll need to register at the Hilton around four o-clock.

You’ll need to check in at the Hilton around four o’clock.

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8. I have a good relationship with my new boss.

I get on well with my new boss.

1.15 Skills – networking.

A. Fill in the extracts.

1. Hello. Haven’t we met before?
2. Maybe I could help you out there. I know someone who’s a top-class web
designer. I’m sure he’d be interested. Why don’t you contact him?
3. Great. You haven’t got his phone number, by any chance?
4. Yep… 07825 300646. Can I mention your name when I call him?
5. OK, I’ll try to reach him. Thanks very much for the contact.
6. I was given your name by Judy Masters.
7. I was wondering…well...would you be interested in helping us to redesign it?
8. Can I suggest meeting at our office?

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4 UNIT 4: Success.

1.16 Starting up.

A. What makes people successful? Add four more words to the list in the box on the left
then choose the five most important.

Given words Added words

Charisma Motivated
Dedication Intelligent.
Discipline Experience.
Drive Knowledge.
Imagination
Looks
Luck
Money
Nepotism
Ruthlessness

B. What are the best indicators of an individual’s level of success? How important are
the following in your culture?
Luxury home, exotic holiday, designer clothes, mixing with famous people.

C. Complete these statements with the words from the box on the left.
A successful business …
1. Is always making money and increasing its profit.
2. Is often the market leader.
3. Is moving forward and interested in innovation.
4. Has a motivated leader.
5. Has a loyal workforce base.
6. Has a world-famous brand and instantly recognisable logo.
7. Issues shares with are worth millions on the stock market.
8. Has its headquarters in a prestigious location.
9. Has branches and customers all over the world.
10. Treats its employees well and is people-orientated.

1.17 Vocabulary – prefixes.

A. Read this news report and identify nine common prefixes.

1. Renamed.
2. Overconfidence
3. Outperform
4. Co-founder
5. Underestimated
6. Ultramodern
7. Misinformed
8. Devalued

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9. Ex-business.

B. Match the prefixes in exercise A to these meanings.

1. Too much = overconfidence.
2. Better/more than = outperform.
3. Badly = misinformed
4. Extremely = ultramodern.
5. Former = ex-business.
6. Opposite = devalued.
7. With = co-founder.
8. Too little = underestimated.
9. Again = Renamed.

C. Cross out the word in each group that does not follow the prefix in bold.
1. Profit.
2. Boss.
3. Decide.
4. Lose.
5. Look.
6. Win.
7. Big.
8. Staff.
9. Grow.

D. Complete these sentences with words from exercise C in the correct form.
1. Several sales staff underperformed last year and didn’t meet their targets.
2. Smith and turner were the two co-authors of the report.
3. We will relaunch our product as soon we have finished the modifications.
4. Sales were very disappointing. We overestimated the number of people who
would buy our product in Alaska.
5. Because the company has been mismanaged for years, we are close to
bankruptcy.
6. It was an expensive acquisition. They had to outbid their rivals to take over the
company.
7. Our ultra-efficient factory has state-of-the-art machinery.
8. My ex-boss was impossible to work with, so I left the company.
9. There is much more competition in deregulated financial markets.

1.18 Listening – Succesful businesses.

A. Complete the gaps.

I think that the absolute essence of a business, or a successful business is one that
manages to manufacture and sell something, whether that is a product or a service,
but manages to sell it for more than it cost to produce it.

Really what we’re doing, is we are investing in the technology to take it through
various stages of development, so that we can demonstrate it has increasing value,

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so that we might be able to attract more rounds of venture capital investment or

finance from other sources.

1.19 Reading – Carlos Slim.

A. Read the article on the opposite page and correct the six mistakes in this paragraph
about Carlos Slim.
1. Who was born in Mexico  emigrated from Lebanon aged 14.
2. Studied finance at Harvard  studied civil engineering at university in Mexico
City.
3. A lot of money  some money.
4. Telmex is the biggest part of his empire  América Movil is the biggest part of his
assets.

B. Match the words on the left with words on the right to form word partnerships. Then
check you answers in the article.
1. Business acumen.
2. Economic recession.
3. Annual sales.
4. Retail outlets.
5. Turning point.
6. Buying spree.
7. Global crisis.

C. Complete this text with the word partnerships from exercise B.

In 2008, influenced by China’s success and its appetite for commodities, ship-owners
went on a buying spree, and annual sales of vessels reached an all-time high. The
turning point came the following year with the housing crisis, credit crunch and
economic crisis in the United States which led to a global recession. Orders for ships
dried up, and department stores and retail outlets throughout the world had empty
shelves. However, business is recovering and there has been a transformation of the
industry from one that relied almost exclusively on a ship-owner’s innate business
acumen to today’s highly sophisticated finance-based industry.

1.20 Skills – negotiating.

A. Three key skills in negotiating are:

1. Bargaining.
o If you increase your order, we’ll give you a bigger discount.
o We can deliver by that date, providing we have the goods in stock.
o If we lowered the price, would you be prepared to increase your order?

2. Checking understanding.
o Sorry, could you repeat that?
o Are you saying you don’t have that quantity in stock?
o So what you’re saying is you’ll…

3. Signalling.

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o I’d like to make a suggestion. I think we should leave this point and come
back to it later.
o I want to ask a question. How are we going to pay for this?

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