Ge Seok td Mia mee Ma ete dL: Co) VG LEAD Eee Ue am OUR Tee ree sss lhe ae Pr Lm ae Lou) David Cotton David Falvey Simon Kent CC oa ae Le Eee Sao th eet Higher Education Press@ vxss00 “+a” RELI NVC LEADER a new language course for tomorrow’s row’s business leaders ae SRI SE BIR > Course Book Intermediate Business English David Cotton David Falvey Simon Kent CRE RIE) He fe A ett Higher Education Press(hie? BRIE) AMAA MBRS BoE wi: F FMR SR MM: + fh: MAR Mate Bil E fE (VAREER BIA IF). ZkE FS FR 1 Bem KR i -& (AREER). (Pe? 5 55 BEB BR Pr BFE 3) i: te ER RP RR Baia Raa Stmigit WRIT FERAL ERR BERD LRS FW APE KS F PRG RAM th BM 1S Steal BHR BERR Z PERE He RRA RAIA Ek th ZA i se RMR %ih a aT MHA RENAL, ALE RCRBE AAO AED) SHE HS TCI RELOER SSCA UNAS LT AEA SLI HH NEAE Market Leader#RPower House PIACH! . RTARTA CIRM HESSD TAC. BR Bt CERRADO ED CHORE) CABO A RAR R BRE, ERT HEA UET SAME, RCE E SSE, MARAE TPM. Sbxt AR ASD) SEIDEL EH BRI A1FE TAR UR AT OC CORDS SEE) AUAICH SUA AR (CWO BO PRG, SHAE MALL BLA HARGSEAMALASI AREY, MESH, Cm ARR. DTM 8h, BASHA SAE TICS, BARMAN, ARTUR IH RHE T ARE Se AERDANAC AL, HAE AeA AE ERED, WRAL SAN, LGA Ae PRIS ES RB SRE AM AM, OORT FRR S CII ee, DRAFT TRIE THe FDS em OT ARR, MOR, RAE. BORON AEREM, Gul ic tM, a LN ER, CF HSE. REP RARE TARLETON, RATER RAKE, MACHT, (SHARD A COR BEBCRY HOE TEA A Sa tA AE 3) Se RES. ABP ETRE SE ROLLA I HE SERRE I SCO EE Sy HRY, RIE 5) a Hee Me Hy A SE a, A Ny HACE HM RMA RRR RERUEE, ARRETTBEM, (RAKED ME PM TMLNE SE AMRMOSAR 2, RGR, TOLL, ARTE. PRES RID, I TEI SHE), PNR TURE LTR OES ASS AS, COTA) MTR LIES SER, AL, HM ED SHLAA, MAA ePID, MRR SPOT CERES, ERASE, TGC >) He, AES) SHH RLS BT BPRAER, ARMAMEREAASH. CRONE 1 OTR LEER EER, Ke HD) ARAL CRETE) PRG M CIE TIER, SUBIC. REM, OE. Ota A) MOREA, AURA hit MEY BIT EAR. 5 CBR ATRCARD ACARI) CASAS) THA E SPROUL, CHUB) RUT ATS en AR EMR, HVEHERE EU SIME see, Haye A, ROGER AIRTEN (QAN. BR MR) BLT ARR ROT TR, aT te Rae RACE SIA, SFTAOERAEHRRS (LOBED E AE, ORSAY he abim eine Pz BPRPCOOR, SBT AABAE SARUM, STROR AA — bE), AR, GAIL, eee AO HR Ai 5 I AAR IO ARR TERT HE AO HE, ARREARS RR RMN AER, PANIES, BOM ATSDR, EST EMM ah. SAAN, FORT RIREARUT. MaS SMES IMIR, HAL, AR CRSA IHN, ONLI, AERA FOR i, OAR SURIG, MR, Hier. mR, i, SS, OUR. AIR, eR MUI. EL. HE, RHE), A SE, TCE EE TAI HORA ES]. BIRD HRA Grammar reference), feiah(Weiting ie), fH LAH (Ac. tivity HleyEL 3k iL ANREAK( Glossary and notes), HSER ID RACH EMI”, BETA PEAR RRS he TH IRA CAE ‘eB a SGML, MT A Yo AP iH TAS i Se 2005445 be\ What is Market Leader and who is it for? Market Leader is a business English course for business people and students of business English. It has been developed in association with the Financial Times, one of the leading sources of business information in the world. It includes topics of great interest to everyone involved in international business. IF you are in business, the course will greatly improve your ability to communicate in English in a wide range of business situations. If you are a student of business, the course will develop the communication skills you need to succeed in business and will enlarge your knowledge of the business world. Everybody studying this course will become more fluent and confident in using the language of business and should increase their career prospects, The authors David Falvey (left) has over 20 years" teaching and managerial experience in the UK, Japan and Hong Kong (China). He has aiso worked as a teacher trainer at the British Council in Tokyo, and is now Head of the English Language Centre and a Principal Lecturer at London. Metropolitan University mon Kent (centre) has over 15 years’ teaching experience, including three years as an in-company trainer in Berlin at the time of German reunification. He is currently a Senior Lecturer in business and general English, as well as having special responsibility for designing new courses at London Metropolitan University. David Cotton (right) has over 35 years’ experience teaching and training in EFL, ESP and English for Business and is the author of numerous business English titles, including Agenda, World of Business, International Business Topics, and Keys to Management. He is also one of the authors of the best-selling Business Class. He is currently a Senior Lecturer at London Metropolitan University.| What is in the units? Bera Loerie Port Peo You are offered a variety of interesting activities in which you discuss the topic of the unit and exchange ideas about it. You will learn important new words and phrases which you can use when you carry out the tasks in the unit. A good business dictionary will also help you to increase your business vocabulary. You will build up your confidence in using English and will improve your fluency through interesting discussion activities. You will read authentic articles on a variety of topics from the Financial Times and other newspapers and books om business. You wili develop your reading skills end learn essential business vocabulary. You will also be able to discuss the ideas and issues in the articles. You will hear authentic interviews with business people. You will develop listening skills such as listening for information and note-taking. This section focuses on common problem areas at intermediate level. You will become more accurate in your use of language. Each unit contains a Language review box which provides a review of key grammar items. You will develop essential business communication skills such as making presentations, taking part in meetings, negotiating, telephoning and using English in social situations. Each Skills section contains a Useful language box which provides you with the language you need to carry out the realistic business tasks in the book The Case studies are linked to the business topics of each unit. They are based on realistic business problems or situations and allow you to use the language and communication skills you have developed while working through the unit. They give you the opportunities to practise your speaking skills in realistic business situations. Each Case study ends with a writing task. A full writing syllabus is, provided in the Market Leader Practice File.cr Cee ret page 6 Unit 2 Puce pages 3 Trav age 22 roy Oey page 30, rey Sean’ page 28 erry ard pages cored fier tat page sa i) Ceo page 62 Discuss Reading: The advantages ideas about and disadvantages ot globalisation globalisation Phone rage Listening: The dangers and benefits of globalisation Talk about your Reading: Fashion Piracy Words to describe wways of entering, ew markets Comparing Words that go with Managing telephone calls ‘Taking part in Fortune Garments: Solve the problems of a global company Writing: memo Caferoma: Solve favourite brands Listening: An interview with 7d meetings the probes ofa Discuss three ‘a marketing specialist Past simple and " authentic product present perfect writing: memo promotions Describe likes Reading: A promotional English and Making The team-building and dislikes letter /a leaflet ‘American travel arrangements seminar: Make about travelling Airrage words fon the arrangements for Listening: An interview with Countable and telephone Participants a customer services trainer uncountable nouns Writing: e-mail wit Discuss authentic Reading: Outdoor Words and Starting Focus Advertising: advertisements advertising expressions for Presentations Create and resent Discuss good and Listening: An interview with talking about an acting bad advertising a marketing manager advertising aig practices Articles: a, an, the Writing: summary Choose the most Reading: How toselect the Words to describe Managing Slim Gyms: Choose linportant best candidates personal character meetings the best candidate Qualities for job for the job of. ae Listening: An interview with Questions andidates experienced job interviewer General Manager Describe bad Writing: promotional experiences at work leaflet Talk about Reading: Aletter of credit Words fortalking Negotiating Ashbury Guitars imported and Listening: An interview with 200Ut international Negotiate a deal with) exported goods trade ‘an overseas guitar ported g an expert on negotiating manufactaces Complete a chart Conditions about national writing: fax wealth Match famous Reading: Innovation and the Positive and Presenting Inrernational Inventors to their market regative words to Leatherware inventions Listening: An interview with debe Inventions Create adesien Discuss strange an expert on presentations Passives. foram iter but teal inventions peti and innovations Writing: news article Rank status Reading: Flexibility inthe Words and Socialising Faredeal Travel Agency symbols inorder of workplace expressions to Reorganise the importance: describe types of structure, layout and Listening: An interview with ‘a project manager eee eae eas company Noun combinations working practices of atravel company Writing: reportunit 9 Do a quiz and eg discuss attitudes to money Reading: Three stock ‘market speculations Listening: An interview with Describing trends Dealing with’ figures ‘Angel Investments Raise the money to finance anew page 70 Invention a bank director Writing: report ety Discuss ethics at Reading: Blowing whistle on Wordstodowith __—Problem-solving Cre work big tobacco hhonesty and Decide if a manager dishonesty has acted unethical =r Ranka list of Listening: An interview with ee actacten ee ba unethical activities a senior manager Narcating 1d what action te oer Discuss attitudes or to change in general and at Reading: A CEO's views on managing change ‘Words for describing meetings Meetings take Writing: letter Profit or principle: | vy company that has Metal Agree on Changes st, aaa ne Listening: An interview with Reporting on taken oer me work an independent been tak “ Rank stressful management consultant Writing: action situations minutes Define strategy Reading: he advantages Words fortalking _Dedslonmaking Texan Chicken. Snddiscusswho andisacvantages of sbout business Work outa strategy Should be merger ftrategies tosave afaling fast pares involved in Ustenngs An interview with Dependent food company taking strategy the head of a worldwide prepositions wrlting: press organization release Uist) “Discuss the Reading: Doing business Modal verbs, Social English Visitors from China: CAMPO eportance of across cultures Plana vist by a cultural awareness Chinese co Listening: An interview with ae inbusiness anevpert on cultural manufacturer awareness Waiting: fax corer) “Discuss the Reading: Profile ofa leading Words to describe Leading e team Orbit Records: PETE TM qualities ofgood chief executive character Discuss ideas to arene teacerstip Listening: An interview with” Relative clauses save afating 2 leading chief executive Writing: eter Tr Doaquison Reading: Strategies to gain Words and Negotiating Cy Plaza Hotet PREY Pow competitive acompetive advantage expressions for Work outa new youre cntentevewith —aikng about competitive stategy e386 Listening: interview with Competition foramotel competion Talking abou Waiting: report the ature Discuss diferent Reading: New sijle quality Words for taking Complaining on Wester Airport rat Maye OF MEBELIIOg titening: Two interviews 2004 Galt contol the telephone” Workout an action u quality Listening: Two int and customer plan following page 126 ‘about defective products services complaints from passengers Prepositions of time Writing: memo terira cnnAes CT ee ed ee eee a ee eee ee ni eee OVERVIEWYW Listening Forand against globalisation (Reading 1 Going global 2 Phone rage [7] Vocabulary CO rrttng new markets [1] tanguage review I comparing ~) Skills ‘Managing telephone calls ud | [) Gosestudy Fortune Garments BEET iscuss these questions. 4 What do you think globalisation means? 2 Do you think globalisation is a recent trend? 3 What global companies can you think of? What industries are they in? 4 Do global companies do more harm than good? @ Stephen Haseler is Professor of Government at London Guildhall University. For and against Before you listen, match the words below with their definitions. globalisation 2 infrastructure, a) important subjects that people discuss 2 issues |, b) money paid by the government to people in need, for example, the unemployed 3 profitability €) basic facilities and services of a country, for example, water, power, roads 4 welfare benefits d) a movement of large sums of money out of a country \ 5 flight of capital) the ability of a business to make money 6 07.11 Listen to the interview and answer these questions. 1 Is Stephen Haseler generally in favour of globalisation or against it? 2 Which of the points below does Stephen Haseler make? Advantages 4 Stephen Haseler * Globalisation increases the power of governments. + Globalisation increases competition among companies + Competition will increase employment everywhere. 6]1 Globalisation J Disadvantages + Globalisation could lead to big employment problems in the West. + Globalisation lowers people's living standards. + Globalisation prevents governments from controlling their welfare systems, + Globalisation creates cross-cultural problems. @ Complete the text betow with these phrases from the interview. and-take gatherpace rule the roost. ‘n some countries, international companies “and strongly influence governments’ actions. Stephen Haseler thinks there should be “bbetween companies and governments. In the future, the Oe process of globalisation witl > and the power of companies could increase. © Discuss these questions. Going global 1 What do you know about Boeing? 2 Where sits head office? Nove read the article and check your answers. © @ Which of these statements are true? Correct the false ones. 4 Boeing employees seem to be rather conservative and inward:-looking. 2 The chairman of Boeing believes the company must make changes 3 Boeing used to be in the train business, 4 The chairman thinks that Boeing is the most global company in the word. 5 The chairman wants people to identify Boeing as a US company. PHILIP CONDIT, CHAIRMAN OF BOEING, TALKS ABOUT THE PROBLEMS OF TURNING BOEING INTO A GLOBAL COMPANY : Flight plan from Seattle gegen: other countries as being employees could be forgiven mistakes such as attempt. the countries in which it exotle, They take the same for thinking that beng a ing to enter the train or operates. attitude to anywhere in the Seattle company has served so boat building business ‘Would he be happy if 20 US outside Seattle, where 20 them well enough. Boeing is Second. he sald, Boeing 75 years from now people did othe company has iis head- the world’s most successful would be a ‘global enter: not think of Booing as being. quarters and Its most impor. alreraft maker. prise’. This would mean a US company? ‘Yes’ Condit tant factories. Hoeing staff Condit believes, however, _ineveasing the number of says, believe we are mov talk about something as that Boeing cannot stand. ss countries of operation, He _ ing towards an era of global Deing ‘in-plant’ or ‘out a5still. There are too many isiiupressed, he says, by the 80 markets and global compa splant’, Inplant —mearts examples in aviation and way in which oll companies nies” Seattle. Out-plant meansone other sectors of what has have benefited trem losing fof the group's other loca- happened to companies that national images, “BP is tions, Such” as Wicbita, have tried to do that. soprobably the most global EYNANCIAL TIME: Kansas. so” Last year, in a speech to company in the world. It is Weld bamers newspaper. Uv.+ Globalisation 4 acquisition — 2 joint venture. 3 consortium 4 franchising 5 licensing 6 local partner 7 subsidiary Eero Comparing | CETTIEDG Entering new markets © When a company globalises, it tries to choose the best method to enter its overseas markets. Match the methods below to the definitions. a) a company partly or wholly owned by a parent company b) giving someone the exclusive right to sell products in a certain area ©) selling the right to a manufacturer's trademark, usually in a foreign market, ~ 4) buying or taking over another company €) 2 person ot company who cooperates with a foreign company who wishes to enter the market ) two or more companies join temporarily to carry out 2 large project 8) group of companies in similar businesses working together © Complete these sentences with some of the methods listed above, 41 Wal-Mart, a US retail chain, entered the Mexican market by setting up a 50°50. .- with a local Mexican retailer. 2 When the Japanese tyre group Bridgestone entered the US market, it made an. + buying the local production base of Firestone, 3 Ifa company wishes to enter the Chinese market, it usually looks for a who will cooperate in setting up a joint venture 4 Ifa company is short of capital to expand overseas, it may prefer to have or .. agreements with local businesses. Compiete the table with the comparative and superlative forms of these adjectives: successful, rich, global, early, big. Add others. One syllable One syllable ending yowel+consonant ‘Two syllables Add -er or -est ich, eicher, richest Double the last letter, _ fd adler oF st Change y to i, and ending in y add -er or -est ‘Two or more syllables Put more or most in front. Some other ways of comparing are: sas...as The new photocopier isas unreliable asthe old one. Simuich-er than His boss is muck older tha hin. “compared t0/ Their economy ooks quite healthy compared t0 / in comparison to in comparison to urs © pase 104 © Correct the grammatical mistakes in these sentences. most glamorous Prague has become central Europe's glammourest city. Most tallest office towers in the world are in Kuala Lumpur. Cleveland is now one of the most cleanest cities in North America. In Buenos Aires foreign bankers are as common than coffee house poets. The London Underground is worst than the Tokyo Underground system. ireland is not as larger as Sweden. The London Stock Exchange is very older than the Singapore Exchange. Their prices are very high in compared to ours eyVauswnen1 Globalisation | © (1.2 complete this extract from a radio programme with the correct comparative or superlative forms of the adjectives in brackets. ‘Then listen and check your answers. Asurvey has come up with some interesting information about the cost of living nour major cities. Tokyo is still M2, Ost, exPL08I¥e.. (expensive) city in the world. Osaka is second and Moscow thd, on @par with Hong Kong. Many European cities have gone down the rankings because their exchange rates have become 2 (weak) against the US dollar. Moscow’s exchange rate has ° (weak), but Russia has a much igh) inflation rate than many European countries. So prices in Moscow are among ... (high) in Europe. But there is one advantage of living n Moscow. The underground is excellent - very cheap and also become . much . (comfortable) than the one in London. New York is 7 (expensive) US city. This is because the US dollars * (strong) than many other currencies, Some European countries that used to be far » (expensive) than New York are now much .......+ .*° (cheap). London is the roth... = (expensive) city in the world, according to the survey. A year ago, London was 5%-10% = (cheap) than many French and German cities. This is no longer so. Now London is 15% . dear) than the German and French cities mentioned in the survey, However, London is a good city to live in, Business people said that London was .....-. * (exciting) of all the major cities in the world. Londoners also claim that itis .... °s (clean) than it used to be, and + (safe) than many other European cities. iF you're hard up, don't go to Oslo — it’s Europe's (expensive) city, Meals at restaurants cost a fortune and drinks are very pricey. @ Abusiness executive who travels alot gives a personal response to the radio programme extract above. Complete the text below with the words in the box. different. as similar just rather not much compared less. same Well personally, I've had some .lifferent . experiences. Fora start, | can't agree that Moscow is * expensive as Hong Kong, I've always found Moscow > expensive. The price of certain items may be about the asin Hong Kong, but | know the hotels are “Fs expensive, l agree that the Moscow Underground is really 8000 vsvvvvssvsssstt0 the London Underground and is definitely .7 more comfortable. | always walk in London / than use the Underground. Also, some other Northern European cities are “as expensive as Oslo. in generaly| find that prices in Sweden and Denmark are... «to those in Norway. © Make comparisons about one of the following: 3. Your city or country with another city or country you know well 2 Your company with another company in the same sector. 3 Your present job with another job you had in the past.| 4 Giobatis CEETIEEEM © Globalisation has helped to make the telephone an essential business Phone rage communication tool. Before you read the artic(e, discuss these questions. 4 Do you like using the phone? 2 What makes you angry on the phone? 3 What are the special probiems of telephone communication compared to Face-to-face communication? © Read the article and find the answers to these questions. 4. What do people find most annoying on the phone? 2 What three reasons for the rise in phone rage are given? Do you agree? 3 Are telephone techniques improving? 4 What do you think is meant by remote working? Bad line on behaviour likely to express anger over that 70 por cent of organisa: the phone, rather than in ss tions require thelr stall to writing ‘or ‘lace 0 face. answer the telephone with a cerned or insincere, accord- Moreover, telephone usage formal company greeting. In ing to a survey published s% has been rising steeply over 42 er cent of organisations, today. recent years. Increasing staff have to give thelr own ‘The study _by Reed numbers’ of transactions go names when they answer the vs Employment Services, a take place entirely by phone, telephone. reeruitment company, found fromarranging insurance tg But a third of organisa that nearly two-thirds of 40 paying bills. tons do not give any train. people feel that ‘phone rage’ In addition, people's _ ing, or they train only their ‘people losing their temper expectations have risen, gs receptionists. That may not zon the telephone ~ has Nearly. three-quarters of be enough, the report says. YOU to lose become more common over respondents to the Reed sur- As companies move towards your temper on the tele. the past five years. More 45 vey said they are more confi ‘remote working’, the need phone? Being kept waiting, than half the respandents, dent that their problems can for the right tone of voice being connected to voice who were from 506 organisa: be solved over the telephone 7 extends to every level of the 5 mail or being passed on to 25 tions, said that they them- than they were five years organisation someone else are all com- selveshad lost their tempers ago. ‘Brom the Financial Times mon flashpoints. But what onthe phonethis year. so Companies are taking Infuriates people most of all The reasons for this are steps to improve thetr staff's fs talking to someone who threefold, according to telephone answering tech- FINANCIAL TIMES to sounds inattentive, uncon: 60 Reed, People are much more niques. The survey found World business newspaper. © Write some guidelines on using the telephone at work, For example, Always give your name. scuss ways of improving employees’ telephone skills. © (71.2 Listen to five telephone conversations. Managing 1 Which of these adjectives best describes the person who receives telephone calls the call Why? inefficient impatient aggressive bored unhelpful 2 How could you improve each call? 3. How important is intonation on the telephone? Why? © We often need to spell names and addresses on the telephone. Complete the table with the letters of the alphabet, according to the way they are pronounced. leit fd kel aul fool hf fea} F1 Globalisation J ‘@ Answer these questions about the business call below. 1 Is the conversation grammatically correct? 2 Isthe conversation appropriate? 3 How can you improve it? Person receiving the call Caller Yes? Give me Donna Weston. She's not here. Well, take a message. It’s Eva Wartanowicz. Tell her to phone me back later this afternoon. What's your name again? Wartanowicz. OK. And your number? It's 01863 483 2189. OK. Ill tell her. Bye. Bye. Useful language Answering the phone Hello, John Waite speaking. Good morning, Detatech Ltd. Making excuses ‘Showing understanding I'm sorry, he’s in a meeting, Right. I'm afraid she’s not available. OK. That's fine, Making contact, I'd like to speak to Zofia Janik. Could | have the sales department please? Stating your purpose Promising action {'m calling about your invoice, I'll make sure he gets 1'm returning his call the message. The reason 'm calling is Vil tell her when she gets back. Messages Checking Ending a call Would you like to leave Could you spell that? Thanks for your help. Goodbye. amessage? Can Iread that back to you? Thanks for calling, Can I leave a message? ‘Asking for information Could | have your name? Can I take your number? Identifying yourself This is/My name's Julio Blanco. Saying telephone numbers Say numbers separately. Pause between groups. Say ah foro in the UK. Say zero for o in the USA. 020 7325 4 2634 oh two oh seventhree two ve four two sixone © Work in pairs. Rote play these telephone calls. Use phrases from the Useful Language box above. 4 Abuyer from the Italian engineering firm Donatelli SpA calls the Production Manager of Rod Engineering Ltd about a recent order. Rod Engineering have sent the wrong parts. 2 APersonnel Manager calls the Reception Manager of the Belvedere Hotel to arrange accommodation for a Swedish visitor. Buyer from Donatelli turn to page 250. Production Manager turn to page 152. Read your role cards then make the call. Personnel Manager turn to page 357. Reception Manager turn to page 155, Read your role cards then make the call.CASE STUDY | & _2J Fortune Garments “a Background ‘This week, the international fashion group Fortune Garments is holding its first global conference in Barcelona, Spain. Fortune Garments, one of Hong Kong’s oldest trading. groups, makes high quality clothing. It has become a global company: it has over 3,000 suppliers in 17 countries, and employs staff from all over the world in its head office and factories. It is expanding rapidly in foreign markets with sales of over US$ 1.8bn. Fast delivery, innovative design, and reliable ‘quality are essential for success in the fashion business. Fortune Garments’ Chairman, Michael Chau, is proud that his company can usually Discussion document PROBLEMS 1 Quality control Many subsidiaries make clothing from materials supplies by several of the company’s plants. ‘Aithough this helps to lower costs the materials are often of poor quality This has resulted in cancelled orders. Recentiy, a German distributor refused a consignment of 50,000 blouses. The goods simply did not meet its quality standards. Cancellation of the order cost Fortune Garments half a million ollars in lost sales. 2. Responding to customer needs ‘Orders have also been cancelled because Fortune Garments’ subsidiaries are not responding quickly to customers’ needs. When customers want last- minute changes to dothing, the plants cannot meet customers’ tight deadlines. For example, an ‘Australian fashion chain cancelled an order because the US plant was not able to make minor changes accept a major order and deliver the goods to a customer within four weeks. However, globalisation has brought problems in the ‘company’s overseas plants, and this is having a bad effect on its share price. A journalist from the Eastern Economist Review suggested recently that the company could become the target of a takeover if it didn’t sort out its problems soon. Managers from all the overseas plants are attending the conference. Michael Chau has asked them to consider the problems outlined in the discussion document below, to some sik jackets in time for their summer sale. The lost sale cost Fortune Garments over USS 430.000. 3 Design ‘When the company was smaller it had the same low-pricing strategy, but the design of its clothing. ‘was outstanding. However, nowadays, the company seems to have lost its creative energy. its latest collections were described by a famous fashion expert as ‘boring, behind the times and with no appeal to a fashion-conscious buyer’. Other experts agreed with this opinion. The problem is that ideas are not shared between the company’s designers. According to one designer, ‘There's not enough contact between designers at the diferent production centres, The designers never meet or phone each other, and they rarely travel abroad4 Globalisation | Consultant’s report Michael Chau is aware that morale is low among managers and lower leve] staff. He has asked a business consultant f0 investigate the reason for this. Here are the consultant’s main findings =| Management 1 Managers of subsidiaries say they ae underptd. They are emotivated and fee! thei contribution to the group's profits is undervalued, 2. The majority of managers say they should have ashare inthe profits of their subsidiary (55-10% was the figure most | Commonly mentioned) 3 All anagers reported tha they didnot have enough freedom of | action. They want more autonomy and less eonco from head office over finanee, pay and sources of materials 4 Managers need more advice on quality control and would like more contact with staff from other subsidiaries. | = Factory workers and admii | } 1 Staff turnover is high in most factories. Industrial accidents are | common, mainly because health and safety regulations are not | being propery observed | 2. Factory workers complain about their wages. They are paid | according to local rates, which in some countries are very low: They are often expected to work overtime without extra pay. 3. Administrative staff said their offices ase overcrowded and badly ‘ventilated (e.g 10 hot in summer, too cod in winter, 4. Supervisors from head office are often of diferent nationality from their staff. This causes communication problems, Many factory workers std they did not always understand their supervisors instructions 1 Form two groups, Aand B. Group A: Discuss the problems mentioned in the Discussion document and decide how to deal with them, Group 8: Discuss the problems outlined in the Consultant’s report and decide how to deal with them. Meet as one group. Present the results of your discussions to each other. Then produce an action plan to solve Fortune Garments’ problems. Writing Write a memo, for the attention of Michael Chau, summarising the problems that you discussed, Recommend a course of action to improve the situation. Give reasons for the actions you propose. SD writing fte pages 144 and 145 bsBrands OVERVIEWY ([y vocabulary Brand management [5 Listening What is branding? () Reading Fashion piracy [L banzwase review Past simple and present perfect [[)] Discussion Three promotions skills Taking part in meetings [L Gase sty Caferoma € the most distinctive skill of professional marketers is their ability to create, maintain, protect and enhance brands. P ® Kotler, American marketing guns oo caa Calvin Klein 290 ECT ©) List some of your favourite brands. Then answer these questions. 1. Are they international or national brands? 2 What image and qualities does each one have? 3. Do the products have anything in common? For example, are they all high priced? 4 How loyal are you to the brands you have chosen? For example, when you buy jeans, do you always buy Levis? 5 Ifyou don’t buy branded goods, explain why. © What are the advantages of branded goods for 4) the manufacturer?) the consumer? @ Avecent survey named the brands below as the world’s top ten. Which do you think is number one? Rank the others in order. Marlboro AT&T Ford General Electric Intel IBM Microsoft Coca-Cola McDonald's Disney ‘Check your answer on page 156, Are you surprised?Poetry Brand management luxury — = image fg ~setching B —voyaty leader classic — — manager Whatis vam! ___2 Brands J © Look at the eight word partnerships with the word brand. Match them to the definitions below. 4. Abrand associated with expensive, high quality products The person responsible for planning and managing a branded product 3 The brand with the largest market share 4 Afamous brand with a long history 5, The ideas and beliefs which consumers have about a brand 6 The tendency of a customer to continue buying a particular product, 7 8 Using a successful brand name to launch a product in a new category The knowledge which consumers have of a brand © Complete these sentences with word partnerships from the list. 1 Levis, which has been established for over 100 years and is world-famous, is a . 2 The aim of the advertising campaign is to enhance ...............s.-. $0 that consumers become more familiar with our coffee products. 3 Volvo's. is that of a well-engineered, upmarket, safe car. 4 Suchard isa of Swiss chocolate. @ Make four sentences of your own using the remaining word partnerships. © (21 tynne Fielding, a marketing specialist, is talking about branding. Complete this extract from the interview with the words below, Then listen to the first part of the interview and check your answers. ality competitors “What is branding and why do we need brands: "Abrand can be a..... aterm or a symbol. It is used to 2 a product from « > products. The brands guarantee a certain ‘level, Brands should add value to products. It's a ...0 effect whereby one plus one equals three. But customers must believe they get extra value for . © (222 Now listen to the second part of the interview and complete the chart. BRANDS | | Stand-alone oF... brands Corporate or, .. brands @ 6223 Finally, tisten to the last part and complete the summary below. 4. Customers want: a. ») ° 2 Customers like to: a) rely on the .-sseee Guaranteed by the company. b) . products. ¢) -.... with brands. bs4 2 3 4 5 6 7 8 9 global offensive ~ counterfeiter copyright abuse a network merchandise corporate strategy logo licensing rights rip off 40 restructure a6] iscuss these questions before you read the article. 4. Do you own a product which is an illegal copy of a well-known brand? IF's0, what is it? Where did you buy it? How much did it cast? 2 How can manufacturers protect their brands from piracy (illegal copying)? © Match these words and phrases withthe definitions. a) plans of a company to achieve its objectives ) agreements which allow a company to make and sella registered product locally ‘© taking strong action all over the world 4} a person who copies goods in order to trick people €) copy someone else's work, for example their designs, without permission ) a iarge number of people or organisations working together as a system 8) goods for sale h) change the way something is organised ’) the symbol of a company or other organisation 1D) sellillegal copies of a brand as if they are the real thing @ Read the article quicily to find out: 4 which Calvin Kiein products are commonly copied 2 why the problem is getting worse. 3. how the company is dealing with it. ‘© Read the articte again and answer these questions. 41. What was Calvin Klein's attitude to counterfeiting in the past? 2 Why has the company changed its way of dealing with counterfeiters? 3 What has the company done to change the way its business operates and to increase its size? Calvin Kiein is tired! of piracy, says Alice Rawsthorn, and has started a global offensive against counterfeiters Fashion victim fights back Walk into a strect market took @ relatively passive rather than giving licensing anywhere from Manila to approach to the counterfeit rights to individual coun: Manchester, and someone problem. The company has ss tries. But as sales and brand will be selling ‘T-shirts 90 now got tougher hy estab- awareness have risen, s branded with the distinctive lishing a network of employ Calvin Klein has become an CK logo of Calvin Kiein, the ees and external specialists increasingly popular target New York fashion designer. to uncover copyright abuse. for Asian and European Ifthe price is very low, the ‘The move began with a 60 counterfeiters, alongside ‘Tshirts are probably fakes. ss general change in corporate other luxury brands such as 10 Calvin Klein, like most other strategy whereby Calvin Gueci, Chanel and Ralph internationally-known fash- Klein has aggressively Lauren. fon designers, has, for @long expanded its interests out- ‘The fake goods, mostly time, had problems with side North America, Calvin 65 T-shirts, jeans and baseball counterfeiters selling poor- 40 Klein has been one of the caps, not only reduce the equality merchandise bearing leading fashion designers in company’s own sales but hhis brand name. Now he is the North American market damage its brand image by doing something about it‘As since the mid-197s, Now linking it to poor quality the Calvin Klein brand has Calvin Klein ig building up 7 merchandise. "You'd be become well-known, we've 4 its fashion business in other amazed at how many people ‘an seen big inereaso in coun- countries. It has increased pay §5 for a T-shirt without ‘orfeit activity’ says Gabriella its investment in advertis- realising it's counterfeit, Forte, chief executive of ing, and restructured Its sald one executive. Calvin Klein. “The better- licensing arrangements by ‘Brom the Financial Times known the brand name, the 80 signing long-term deals with, 25 more people want torip tof’ partners for entire regions FINANCIAL TIMES Tn the past Calvin Klein such as Europe or Asia, Werld business newspaper.2 Brands | PERT Ghia) Past simple and present perfect Complete the rules with the words past simple or present perfect. > We use the to connect the present to the ast. One ot its main uses is to show the relevance of a past event in the present: Calvin Kiein has been a leading fashion designer since the mid-1970s. > We use the cesses 10 talk about a finished action ata definite time in the past: In te past, Calvin Klein took a passive approach fo the problem, SD page 134 © Complete the memo with the past simple or present perfect forms of the verbs in brackets. Memo ro: Peter Schofield | Fnom: Jaqueline Delacroix pare: 5 July re: Counterfeiting I'm worried about the sales ofthe range of fragrances we -d_._ (launch) two years ago. In the first year, sales | ne 2 (increase) steadily. However, since the beginning of this year, sales... 3 (all) by almost 10%. ‘The reason for this is clear. Several firms in SE Asia .. (copy) our designs and are now flooding the French market with them, This. (become) a serious problem. Last month, I... _- (organise) a team of investigators. Up to now, they ..... 107 (find) many counterfeit goods, which the police ..... ..* (seize) and impounded. Yesterday, I. s-oon9 (contact) several firms who + (inform) me that they (have) simile problems, They all...... “2 (ost) aales because of © Work in pairs. Role play either the fashion designer or the general manager. Fashion Designer General Manager You are a self-employed young fashion You are going to meet a young designer at the start of your career. A designer who thinks you have stolen large store is selling T-shirts which look their designs. It is quite common for exactly the same as some of your new the store's design team to get ideas designs which you haven't sold yet. You for products from student fashion ‘meet the general manager of the store shows and art school exnititions. to make your complaint and ask for Be sympathetic, but admit nothing, financial compensation. | eienneanmenareianaannnamaennaalle $$$. — Wz(2 Brands Read the three case studies below. Three promotions | Then discuss the questions that follow each one. [etm ~McDonald’s | Why do you think this promotion was unpopular with McDonald's customers? 1 How do you think McDonal's dealt with the situation? Stuff points by collecting labels r buying them directly for 10 cents | What prize do you think John Leonard is claiming {rom Pepsi Cola? What did he do to faim the prize? | Why do you think Pepsi Cola have described his claim as frivolous (not serious)? teCCT Irish Tourist Board QO ‘The lish Tourist Board used to have the shamrock (see picture) as its symbols. Recently itspent £100,000 developing a new loge to attract tourists to reland2. The ogo showed two people with their arms outstretched in welcome. A tiny shamrock can be seen between the two bodies. The new logo was patt ofa campaign to promote ireland ‘as a modern country offering good food and compary. It ‘was put onal the Tourist Boards promotional material. ‘The television and advertising campaign Included music by the well-known group The Cranberries and showed pictures of romantic fun-loving eland. twas very successful abroad, Tourism increased by 14%in four months. Unfortunately the Irish people didn't ike the new logo. ‘The Minister of Tourism ordered the Tourist Board to get ¥id ofthe logo and bring back the shamrock ~ or something similar3. |= Why do you think the irish people disliked the logo so much? | Was the Minister right to get rid of the logo? || Which logo do you prefer? L2 Brands J You work for a marketing agency representing a well-known chain of book Taking part in shops. Answer the questionnaire below. inventing the information you need. meetings ‘Whaat is the name of your client's company? Who are their target customers (age, social class, etc.) Do they specialise in any particular type of book? Do they sell any other products? Do they offer discounts or other special services? ‘What is their brand image? ‘What is their share of the market? Who is their main competitor? Whore are their shops located (city centres, suburbs, train stations and airports, etc.)? Questionnaire © Recently sales have fallen. Hold a meeting to discuss the possible reasons. Make suggestions to improve your client’s sales and its brand awareness amongst its target consumers. Use phrases from the Useful language box. astquarter and quarter 3rd quarter ath quarter Useful language } ding for opinions Agreeing Making suggestions How do you feel about..?-_ That's true. | think we should Interrupting. What do you think? agree, How about... ? Hold on... What's your opinion? {totally agree. Why don’t we Could | just say something? Giving opinions Disagreeing Rejecting suggestions Sorry, but I think. Vim sorry, Idon't agree. I don't think it’s a good idea. In my opinion... 'm afraid | don't agree. I'm not keen anit. Maybe, but...) Background CASE STUDY _20] Caferoma Caferoma, a well-known brand of coffee, is owned by the Pan European Food and Drink Company (PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. Ithas a strong full-bodied flavour and a slightly bitter taste. It costs more per 100 grams. than almost every other ground coffee product on the supermarket shelves. Problems In the last two years, Caferoma's share of the ‘Copycat’ products: Competing brands of European quality ground coffee market has _itaian-style ground coffee at prices 30% to declined by almost 25% (see chart). There are 40% lower than Caferoma’s price have cut several reasons for this: into Caferoma’s market share. Brand loyalty: Consumers have become less Brand image: Consumer surveys show that loyal to brands and are more willing to trade the Caferoma brand no longer conveys a down to lowerpriced coffee products. feeling of excitement and enthusiasm, and that it does not give the impression of being Price: Supermarkets have been producing, __ up-to-date and contemporary. under their own label, similar products to Caferoma at much lower prices. —S - Market share, European quality ground coffee [El 22 ve European ‘Supermarket coffee brands ‘own label brands Wl otiertcanis—[ afrona Last year This yearPossible solutions Repositioning the product Change Caferoma’s image to appeal to a different market segment. (Which segment, and what changes should they make to taste, quality, packaging, logo, labelling, ete?) Pricing Reduce the price by, say, 20% to 30% to make it Devise @ new advertising campaign. (The new message, kind of campaign, and any special promotions need to be considered.) ‘You are members of PEFD’s European marketing team, Hold an informal meeting to discuss Caferoma’s problems. Decide what actions are necessary to halt the decline in the product's market share and 10 increase profits. 2 Brands Multiple brands Sell Caferoma, with minor product changes, under different brand names at lower prices. Own tabel products Sell Caferoma coffee for supermarkets to package and sell under their own labels (but continue to market the Caferoma brand at the same time), Anew product Bring out an instant coffee or decaffeinated product under the Caferoma brand. Stretching the brand Allow selected manufacturers of coffee equipment (cafetieres, percolators, coffee machines, etc.) to use the brand on their goods ~ for a licensing fee, of course. Writing Write a memo for the attention of Caferoma’s Managing Director, Mario Cumino. Summarise what action. you agreed to take at the meeting to solve Caferomna’s problems. Explain your reasons. 4) Writing fte pages 184 and 145O O O OVERVIEWY Reading 1 Free flight offer 2 Airrage Language review will Skills Making arrangements, on the telephone Listening Business travellers’ problems Case study The team-building ETL © €) Answer these questions individually. Then compare answers with a partner. 4 How often do you travel by ait, rail, underground, road and sea? 2 What do you enjoy about travelling? What don't you enjoy? 3 Which is the best/worst airline you have flown? Why? Reading1 Ma} Free flight offer 22 J Which of these things irritate you the most when flying? Rank them in order of most and least irritating. diversions jet lag long queues at check-in sitting next to someone bad weather bad food who talks non-stop strikes sitting next to children cancellations not enough room no trolleys available dirty toilets lost or delayed luggage overbooking Which word in each pair below is American English? petrol-gasoline —truck-lorry car park — parking lot holiday—vacation —cab~ taxi baggage ~ luggage retum-roundtrip tube-subway flight attendant - steward/stewardess motorway-freeway line—queue timetable ~ schedule Read the letter on the opposite page and answer these questions. 141. What is the purpose of the letter? 2 What incentive is the company offering if you fil in the questionnaire? 3 What condition is attached to the offer? ‘4 Why do companies run this type of promotion?3 Travel et Emirates, First Floor, Gloucester Park, 95 Cromwell Road, London SW7 4DL. Mr Paul Foley 31 Church Street STALBANS, Herts SA5 38N 2Janvary Dear Mr Foley A fies flight voucher and o chance ta win @ luxury Far East holiday. ‘As someone who has flown Esrirates inthe past year; you will hae experienced our outstanding service to the Middle East But were you aware that Emirates aso fies to an extensive network of major destinations al around the world? £8, fling in the enclosed questionnaire, youl be helping us with our research on your 5 views asa business traveller as well as providing an update for our database. This will ensure that we only send out information and offers that are relevant to you personal To thank you for your tie ang effort we will send you a fee fight woucher. You can \se this to claim a free Economy ticket you take a Fist or Business Class trip wath Emirates before July this year 10 In addition we willbe entering all respondies’ names in a free prize draw, and the winner wil receive a Business Clas trip fortwo people including seven nights Iuxury hotel accommodation'n a choice ofthree exotic locations — Hong Kong, Singapore, or Bangkok To qualiy for your fee voucher and enter the prize draw, please ensure your 15 completed questionnaire reaches us by 22 January Youll fn fll etal n the enclosed leafle.| do hope you find the information in it interesting and that you take advantage of our ree fght offer and I wsh you the best cof luck with our prize draw:The winner wil be notified ty 5 March. Most ofa | hope ‘we wil be welcoming you once more on board an Emirates fight Yours sincerely View Shepspare: Vi Sheppard hes Seeager- Ur 6 ttns ‘There are a number of countable and uncouritable nouns in the letter. Countable nouns can have a plural form; they can be used with a or an (an office, two offices). Uncountable nouns do not have a plural form. Which of these nouns from the ietter are countable? Which are uncountable? research questionnaire _accommedation location network information @ Correct the mistakes in the use of countable and uncountable nouns below. ‘Alpha Aidines Mesto an extensive network of major destinations. Wexeed | informations from you. Help us with our researches by filling in two | questionnaires and you will be entered into a prize draw for a trip for two people including seven nights’ Iuxury hotel accommodations in one of three exotic locations,(3 Travel Language review | AL) | Underline every use of will or lin the Emirates letter on page 23. wil Number them from 1 to 9. 1. What is the form of will in each example that you have underlined? Write each example number next to the appropriate form below. will + the perfect fh will + the passive will+ the infinitive (without fo) 2... will + be + verb + ing 2 Which example refers to the past? 3 Which are promises or guarantees? 4 Which example refers to a document outside the text? S) page 135 The (eaflet below was sent with the Emirates letter on page 23. Find seven places in the leaflet where will needs to be added. A service designed for the business traveller er need jiness traveller we neet fou to tell us about your views, reais, iments and habits in terms of business travel: shape and refine ‘This information help 8 '© aig + our service in the future. Your feedback Of genuine relevance to yOu. sei 10 So by picking up a pen and filling prrached questionnaire, you be doing ‘us a great favour {00-Making arrangements on the telephone 3 Travel | Study the Useful language below. Then do the exercises that follow it. _Useful language | Making arrangements Responding Could we meet on Monday at 10.30? That'l be fine, ‘ase you free sometime next week? That's OK. How about next Friday? No sorry, | can't make it then. What about April 10th? My diary’s rather full that day/week. Would Wednesday at 2pm suit you? Sorry, 've already got an Is 11.15 convenient? appointment at that time. Changing arrangements I'm afraid | can’t come on Friday/then We've got an appointment for 11.00, but I'm afraid something's come up. Coutd we fix another time? © (731,32 Phitippa Knight, Sales Director at The Fashion Group in New York, makes two calls to Maria Bonetti a fashion buyer in London. Listen and note: a) the purpose of each call b) the result. @ (231 Listen to the first call again and complete the extract below. Knight 'm calling because 'l be in London next week and "you. | want to tell you about our new collection. Bonetti Great. What 7 'm fairly free next week, | think. Knight 2? In the afternoon? Could then? Bonetti Let me look now. Let be no problem at all, Is that OK? 5 Yes, that'd two o'clock? © (222 tisten to the second call again and complete the extract below. Receptionist. Thank you. 'm putting you through. Hello, I'm afraid she's engaged at the moment. can Itake a message? Knight Pllleave a message please. The thing is, | should be meeting Ms Bonetti at 2pm, > My plane was delayed, and I've got to reschedule my appointments. If possible, : > tomorrow. ‘inthe morning. + here at the hotel, please? Receptionist Certainly. What’ the number, please? Knight's @ Rote play these two telephone situations. One of you is a company 2 You are on a business trip and employee who has arranged to you want to stay an extra day. meet a colleague (your Telephone the airline office to partner) from one of your arrange a different flight. subsidiaries. Explain that you cannot keep the appointment, and give a reason. Suggest an alternative time.3 Travel CEST EM «© Answer these questions before you read the article. ‘Air rage 4. In what ways do people behave badly when flying? 2 Have you ever seen or heard about someone misbehaving on a plane? What happened? © Now read the article. Find two examples of passengers behaving badly, @ Which of the following reasons are given for passengers behaving badly? 4 Flights don’t leave on time 6 Passengers feel worried and nervous. 2 Passengers don’t feel safe. 7. The airline food is of poor quality. 3 Airline staff don’t put the 8 Some passengers get drunk. customer frst. 9 Some airlines don’t have no-smoking 4 Flight attendants aren't polite policies. 5 Some terminals are too crowded. 10 Passengers don’t respect authority, ‘The abusive passenger is 4scircumstances. they wait becoming a’ worldwide | RAGING OR {or ane little excuse and problem. Delta Air Lines | NON-RAGING, SIR?) then let rip’ says Dr Kahn, Crew suffer 100 verbal and ‘ Tn one recent ease, a sept: sphysical assaults a month, agenarian hit a steward ‘while cabin crews in some soafter being told there was airlines are seeking early no more steak, retirement at 50 because of ‘Much of the abuse is their stressful work. One down to alcohol. Dabibers obusinessman was recently fand Associates, the avia Tess than happy when air- sstion consultancy. recently port staff told him his lug Aiscovered that 302 out of kage had been lost ‘708 major imeidents noted ‘Already frustrated by a by a US carrier over a six asdelayed fight, he stormed ‘month period were alco: ‘onto the runway, took out a eorelated. Seventy-four inci pistol and shot out the alr ‘dents. were smoking (rafts front tyre. related: more carriers are “Every time there is an Danning. on-board smok incident where the cabin ing, leading the nicotine: ‘crew feel compelled to dependent into conflict a5, bring someone off the ‘they try to have a secret flight-deck, there will be cigarette, safety issues, says Leslie Dahlberg also blames asBerkowitz, in-flight ser- 95 atthe airport raises adren- ‘changes in society's views vices manager atthe Inter. -aline levels. Normally these 70 on technology and author national Air ‘Transport levels decrease through ty” and ‘stresses related to Association fatng contra of itu mas rave cause of most pas- tion, elther by standing up inact Times spsenger misbehaviour’ is «and fighting or by running. Brea react stress, according to Farrol Instead, passengers are Kahn, director of the Kept in cramped conditions ‘aviation Health Institute, on an aireraft, where they | ETNANCIAL TIMES Overerowding and queuing have no control. “In these Worl business newspaper. The words in the box are from the article above. Which are used as countable nouns and which are used as uncountable nouns? staff luggage stress. passenger crew steward alcohol travel work Write a short letter of complaint to an airtine about an incident (true or invented) that occurred on a flight. Use at least four of the words above. _26}Business travellers problems a & David Creith 3 Travel J @ Role play the situation below. ‘The Customer Relations Manager of Alpha Airlines has a problem. A local university uses the airline regularly to fy its sports teams to Eastern Europe to take part in inter- tniversity matches. Unfortunately, on several return fights, team members have behaved badly. They have become very drunk and noisy, and have been rude to fight attendants and passengers. Yesterday, the basketball teams returned from Moscow. Students were throwing drinks and food at each other, and upset everyone on the plane. After investigating the incident, the Customer Relations Manager phones the university's Sports Director to discuss the matter. You are either: the Customer Relations Manager (turn to page 152), or the Sports Director (turn to page 155). © (72:3 pavid creith, customer Service Teaching Manager for an international inline, is talking about the problems he has to sotve for business travellers. 1 Before you listen, predict what the problems might be. 2 Now listen to the first part of the interview and check your answers. © (72: Listen again to the first part of the interview and answer these questions. 4. David Creith is the Customer Service Teaching manager: a) for which aitline?_b) at which terminal? ¢) at which airport? 2 Some people want: a) . 2 ot t.to, their colleague. 3 Why ist not possible to give everyone the seat they want? 4 Why do airlines have to oversell flights? 5 6 Who are Gold Card holders? What do Gold Card holders often ask for? @ (124 inthe second part of the interview David Creith talks about how he deals with telephone complaints. Listen and complete the chart. Usten Find Exampl Not caused by. Make sure it doesn’t Offer an .ifrequiredCASE STUDY 28] Background IDP is a computer software company based in Los Angeles, USA. The manager of its company travel service is making arrangements for 20 senior managers to attend a team-building seminar in or near Vienna, Austria. Most, participants are American, Four European participants will be making their own travel arrangements, The seminar starts on Friday and ends on Sunday. ‘The seminar will include informal meetings to discuss work and to play executive games designed to encourage teamwork. Above all, he purpose of the seminar is to reward the managers for their hard work. They will expect to relax, enjoy the amenities of the hotel, explore the surrounding area, and have a really good time. You are either: Manager, |DP's travel service (turn to page 152) Head, Corporate Travel, Universal Airlines (turn to page 153). You should keep these roles throughout the case study. Arranging the seminar Stage1 ‘The Manager of IDP’s travel service phones the Head of Corporate Travel at Universal Airlines. The Manager asks Universal to propose two hotels in Vienna for the seminar. The Head of Corporate Travel wants more details about the seminar and its participar Read your information les. Then role play the telephone conversation,Stage 2 Read the fax from the Head of Corporate Travel at Universal Airlines, and note its contents. ‘The Manager of IDP’s travel service Stage 3 cannot meet the Head of Corporate - UNIVERSAL AIRLINES CORPORATE TRAVEL To Manager (travel service), IDP From ¥ead, Corporate Travel, Universal Airlines Date August 16 Pages 1 There are two hotels which I your needs: 1) MONARCH HOTEL ***** Situated near the centre of Vienna in one of the city’s oldest and most exclusive areas. 2) DORFMANN HOTEL **** Situated 30 kilometres outside Vienna in the countryside, nk would be suitable for ‘The price per participant, excluding sales tax and air fares, for accommodation, facilities and meals would be: MONARCH HOTEL — US$ 2,000 approx. per person DORFMANN HOTEL. US$ 1,400 approx. per person suggest we meet to discuss the offers and to decide which hotel would suit you best. Would Wednesday 28 August be convenient for you? I’m fairly free most of the day. Best wishes, ‘Travel, Universal Airlines oa the following Wednesday, as suggested in the fax, and must arrange an alternative time. Read your information files. Then role play the telephone conversation, Stage 4 ‘The Manager of IDP's travel service meets the Head of Corporate Travel, Universal Airlines to decide on the hotel for the seminar. After discussing the two proposals, the Manager should make a choice. Read your information files. Then role play the negotiation, Writing As Head of Corporate Travel at Universal Airlines, write an e-mail to the manager of the hotel chosen for the team-building seminar. Confirm the booking, giving details of the number of participants, arrival and departure times, meals, equipment and any other special requirements. D writing fite page 143a Advertising 6 sesverising isthe greatest artform ofthe wentithcentuy. 9 OVERVIEWYW Socen s BETTE L TS) ©) discuss the advertisements below. advertisements Which do you like best? Why? [] Yocabutary Advertising media and ne methods | [_] Reading ’ Outdoor advertising : Listening Successful advertising, campaigns [[] Lansuage review Atticles Skills ‘Starting presentations (7) fase study Focus Advertising wr Ce i ‘But only one to wear it. vNX you done want animal gassed lectrocuted trapped or strangled don buy afar coat. 30)4 Advertising | © (144 Listen to four people describing their favourite advertisements. 2 Listen and make notes. Use the following two headings: + Product + Reasons for liking the advertisement 2 What is your favourite advertisement? Why do you tke it? 3 What kind of advertisements do you like? @ What makes a good advertisement? Use some of the words below. Good and bad advertisements clever interesting funny inspiring powerful humorous shocking informative © do you think that the advertising practices described below are acceptable? ‘Are there any other types of advertisement that you find offensive? 1. Using children in advertisements 2. Using film stars in advertisements 3 Promoting alcohol on TV ‘4 Comparing your products to your competitors’ products 5 An image flashed onto a screen very quickly So that people are affected without noticing it (subliminal advertising) ‘@ Which of the following statements do you agree with? 41. People remember advertisements not products. 2 Advertising raises prices. 3. Advertising has a bad influence on children. (@ Newspapers and TV are two advertising media. Can you think of others? Advertsing media)” caplet the tale wt the word Inthe bot Cen you thnkof other words? directories perstiade promote cinema | run mailshots place free samples commercials public transport launch leaflets exhibition —_billboards/hoardings word-of-mouth adie point-of-sale posters research sponsor target endorsement slogans television press jingles sponsorship publicise ADVERTISING Media | Methods Verbs radio Jingles persuade4 Advertising FREEING) © what do you understand by outdoor advertising? Give examples. utdoor adverticnne © Before you read the article below, match these words to their definitions. 1 segments — a) a place in a television schedule 2 soaring —\\_b) rising quickly 3 mass market | ¢) small open-fronted shop in the street for selling | newspapers, etc. 4 TV stot 4) concerned with non-luxury goods that sell in large quantities 5 kiosks ~ e) parts of a larger market or category of customers @ Complete this statement with four of the words above. The cost of a prime-time a is 2 advertising on is cheap, Outdoor advertising fastest growing + in the market. - However, is one of the © Read the article. Then answer the questions on the opposite page. Outdoor advertising — A breath of fresh air ‘The world of outdoor advertising billboards, transport and “street furniture’ (things like bus shelters and public toilets) ~ is worth about $18 billion a year, just 6% 5 of all the world’s spending on advertising But itis one of the fastest growing segments, having doubled its-market shate in recent years. Outdoor advertising’s appeal is 10 growing as TV and prine are losing theirs ‘The soaring costs of TV are prompting clients to consider alternatives. Dennis Sullivan, boss of Portland Group, a media buyer, calls outdoor advertising the last 15 true mass-market _medium. It is also cheap. In Britain, 2 30second primetime TV slot costs over £60,000 ($100,000); placing an ad on a bus shelter for two weeks works out at about £90. ‘Adding to its attractions has been a evolution in the quality of outdoor displays. Famous architects such as 2» Britain’ Si Norman Foster are designing arty bus shelters and kiosks with backlit 25 displays. Backlighting, introduced in _32) Europe by Decaux and More, and plastic poster skins have vastly improved colour and contrast. Movement is possible too. Smirnort 80 used new multiimage printing to make a spides, seen through a vodka bottle, appear ¢o crawl up a man’s back. And Disney advertised its ‘101 Dalmatians’ video on bus shelters with the sound of 85 puppies barking. This sort of innovation has attracted @ new class of advertiser. Recent data from Concord, a poster buyer, shows that in Britain, aleohol and tobacco have been 40 replaced by entertainment, clothing and financial services as che big outdoor advertisers ike car makers, are using it in ew ways, BMW ran a ‘teasers’ campaign in Britain exclusively on bus shelters. Particularly attractive to the new advertisers is street furniture, the fastest growing segment of the outdoor market. It accounts for some 20% in Europe and about 5% in America. 45 From The Boomonst4 Advertising | 2 Camplete the table using information from the first paragraph of the article. Outdoor Advertising oe +t Furniture 2 What do these numbers in the article refer to? 18 6 30 60,000 100,000 90 20 5 3 Why has outdoor advertising become more popular? List the reasons. 4 Which industries are becoming more involved in outdoor advertising? @ Discuss these questions. 4 Outdoor advertising is increasing in many countries. Is this @ good thing? 2 What products do you think are suitable for outdoor advertising? Choose one of the advertising media below. Make a short presentation on its advantages and disadvantages. television billboards newspapers street furniture @ Andrew Pound, a marketing manager for Kraft Jacobs Suchard, talks about successful advertising. Before you listen, answer these questions. Successful advertising 4. What kind of products do you think Kraft Jacobs Suchard make? campaigns 2 Andrew mentions two successful advertising campaigns. What reasons do you think he will give for their success? © 142 Now listen to the first part of the interview, Check your answers. @ 742 Listen again to the first part ofthe interview, Answer these questions. 4. Who was the target consumer in each campaign? 2 What advertising media did Andrew use in each campaign? © inthe second part of the interview Andrew explains why advertising is not a waste of money. What reason do you think he will give? ‘a Andrew pound ~—-@_ 6-43 Now listen to the second part of the interview. Check your answer. Do you agree with Andrew? Match words from each box to form word partnerships. Then make a sentence for each word partnership. advertising —_ techniques \ promotions outlets campaign price relations, promotional mix be[4 Advertising a. Ieee Articles | | ‘We use the when we think our listener will know what we are talking about: The report's on the des. We use a or a7 before singular countable nouns when we don’t know which one, or it doesn’t matter which one we are talking about: Would you like a coffee? ‘We often use a or ati to refer to people's jobs: He's an accountant. @ We use a before consonants: a billboard an We use an before vowel sounds: an advertising campaign S pose 135 © The text betow is about an unusual advertising campaign for a car. Ituses a famous actor who died nearly 20 years before the advertisement was made. There are no articles in the text. Write in the articles a, an, or the where appropriate. alan AN ADVERTISEMENT FOR THE NEW FORD PUMA More than 6,000 fumnous advertising people from faround|world gathered i month for 44th International Advertising Festival. Many of those looking through 4,000-plus 29 1960s Ford Must Footage from film, supplied by Wamer movie Bullitt. ng in his classi ‘anes at end of last Brothers, is combined through use of extraordinary computer technology with footage of Ford Puma. Car follows one of routes Mustang 25 took in film. commercials were searching for multinational advertiser ideal: simple idea that crosses borders and appeals to people on same level in different markets. Unfortunately most of awards were for ads ereated specifically for local markets. New Ford Puma campaign was crested too late for this year's festival, but expect to see it shine at 45th. Designed to launch Ford’s new sporty coupé across Europe, it contains that instantly recognisable idea that those multinational agencies’ clients seek Essentially, late, great Steve McQueen drives Ford Puma through sireets of San Francisco in manner in which he drove Sa As McQueen ‘drives’ around city, car receives admiring glances from passers-by ranging from traffic cop to attractive woman out walking. s0 he parks Puma alongside original Mustang. Finally he pulls into his garage where © Puto or an before the words in the box. advert commercial concept USP (Unique Selling Point) university VIP hour European exhibition MBA employee endorsement @ Look at the underlined words in the text. Then answer the questions below. 14 Inparagraph 4 which streets are we talking about? 2 Inpparagraph 5 which: a) film b) car ¢) route 4) Mustang are we talking about? 3 In paragraph 6 which: a) city b) car ¢) Puna d) Mustang are we talking about?Starting presentations 4 Advertising J © Why do we use the to answer the questions in Exercise C?, © Why do we use a or an instead of the before these words? 4 a Ford Puma (paragraph 4) 3 atralfic cop (paragraph 6) 2 a 1960s Ford Mustang (paragraph 4) 4 an attractive woman (paragraph 6) © Decide whether each sentence in the Useful language box is formal or informal. Write F (formal) or / (informal). Useful language | Introducing yourself Giving background information + On behalf of myselfand Focus + Mllgive you the background and Advertising, I'd like to welcome you. talk you through the results of the My name's Sven Larsen. market study. + Hi, 'm Dominique Lagrange. Good to + ve divided my presentation into see you all. three parts Introducing the topic + This morning, '¢ like to outline the If you have any questions, please campaign concept we've developed don't hesitate to interrupt me. for you. + IFyou're not clear about anything, + I'm going to tell you about the ideas go ahead and ask any questions we've come up with for the ad you want. campaign, © 6744 Listen to the openings of one formal presentation and one informal presentation. Check your answers to Exercise A. @ Presenters can use different techniques to get their audience's attention at the start of a presentation, Match the techniques below to the examples. a) tell a personal story ©) ask a question b) offer an amazing fact ¢) state a problem 4 I wonder if any of you here know the answer to this question: What's the most popular holiday destination in Europe for people under the age of 25? 2 When | was on holiday a few years ago in Greece, the owner of a taverna told ime that in 20 years’ time, the little village where he lived would be a popular tourist resort. 3 Let me give you a statistic: 92% of Americans do not own a passport. Consider the opportunity this presents to the travel industry. 4 We're facing a crisis with our market share. What are we going to do about it? © Choose one of the presentation situations below. Prepare four different openings using the techniques above. Practise the openings with a partner. 2. Your company is developing a small car aimed at women, Audience: a group of car dealers. 2 Your bank wishes to encourage young people to save money. Audience: a group of students. 3 Your firm has produced a new lamp which has unique features. Audience: a group of buyers at a trade fair. 35CASE STUDY 36] Focus Advertising Background Focus, a large advertising agency based in Paris, has @ reputation for creating imaginative and effective campaigns. Recently however, Focus’s reputation was damaged when two major clients changed to rival agencies. Focus now needs to convince potential clients that it still has plenty of creative ideas to offer At present, Focus is competing against some well-known agencies for several contracts. It has been asked to present ideas for advertising campaigns to the managements of the companies concemed. Concepts are required for the following advertising campaigns: + A sports car A high-priced, hand-finished model with a classic design. The car was popular in the 1950s and 60s. An American firm now wants to re-launch it. (Target consumers will be high-income executives with a sense of fun and style.) Aim: An_ international campaign, advertising adapted to local markets. with, +A perfume A unisex perfume, with bio degradable packaging, Produced by a well- known up-market manufacturer, The company now wishes to enter the lower end of the market. Aim: Launch the perfume in an English- speaking country. + A chain of eight London restaurants The restaurants (specialising in your national cuisine) are in prime positions and offer extensive menus. They are reasonably priced, but are not attracting enough customers. ‘Aim: A creative campaign to improve sales. +A major bank ‘The bank (in an English- speaking country) wants to advertise the following new services: 1 Competitive low-interest mortgages 2. Direct telephone banking 3. A foreign travel service It has also asked your agency to suggest others. Aim: Develop loyalty among existing customers and attract new ones.__4 Advertising You are members of an advertising team at Focus. Prepare an advertising campaign for one of the products or services. Use the Key questions below to help you. Then present your campaign to the management of the company concerned. (At this stage, you have not been asked to prepare a budget.) ‘When you are not presenting your campaign, play the role of the company's management. Listen and ask questions. Use the Assessment sheet below to choose: a) the best campaign concept, b) the most effective presentation. ad UCR Guest 2) ‘+ What is the campaign's key message? ‘+ What special features does the product or service have? + What are its USPs (Unique Selling Points)? + Who is your target audience? + What media will you use? Several, or just one or two? If you use: an advertisement — write the text and do rough art work, aTV commercial — use a story board (o illustrate your idea, radio spot write the script, including sound effects and music. othes media ~ indicate what pictures, text, slogans, ete. will be used. ‘+ What special promotions will you use at the start of we campaign? eats} ee ke eee Campaign concept Presentation 1 Willit get the target audience's 1. Was it interesting? Did it impress attention? you? 2 Willit capture their imagination? 2 Was it clear? 3 Does it have a clear, effective 3 Was there enough eye contact? message? 44 Was the pace too quick, too slow, 4 Willit differentiate the product or just right? or service? 5 Was the language fluent, accurate 5, Wilt persuade the target audience and appropriate? to buy the product or service? 6 Was the voice clear enough? 6 Will the target audience remember Was it varied in pitch or the campaign? monotonous? TOTAL: 30 TOTAL: 30 Writing As leader of one of Focus’s advertising teams, prepare a summary of your concept for your Managing Director. The summary will be used as a discussion document at a forthcoming board meeting, brnoe OVERVIEWYW Reading Choosing the right candidate Listening Recruitment interview- ing [~] Discussion Personal appearance at work [LJ Language review Questions [-) skitts Managing meetings Case study Sim Gyms 5 Employment 6 itis altone to me ifa man comes from Sing Sing* or Harvard. We hire a man, not his history. J *(afamous US prison Henry Ford (1863-1047), American car manufacturer HESS LT © 11 your opinion, which factors betow are important for getting a job? 38) Choose the seven most important. Is there anything missing from the list? age sex appearance astrological sign contacts and connections experience family background handwriting hobbies _ intelligence marital status personality qualifications _references sickness record blood group © Think about jobs you've had and interviews you've attended. ‘Ask each other about your worst: a) boss b) job ¢) colleague d) interview5 Employment | © Discuss this question: Do people change during their working lives? If so, how? right candidate | © Now read the article. What does it say about the question above? Find the answer as quickly as you can. How to select the best candidates — and avoid the worst ‘By Adrian Furnhar Investing thousands of pounds in the recruitment and training of each new graduate recruit may be sjust the beginning. Choosing the "wrong candidate may leave an organisation paying for years to come. 10” Few companies will have ‘escaped all of the following failures: people who panic remain much the same Personal erises can affect the way we cope with 0 things: we might take up or rop drink, drugs, religion or relaxation techniques, ‘which can have pretty dra ‘matic effects. Skills can be ss improved, apd new ones introduced, but at rather different rates. People can be groomed for a job. Just as politicians are carefully ‘w repackaged through dress, at the first sign of stress; hairstyle and speech spe- ‘those with long, impressive eialists, so people can be asqualifications “who seem high-flyer or even a steady Most people like to think sent on training courses, ‘incapable of learning; so performer; the employee that personality can diplomas or experimental hhypochondriaes whose with a fine future behind aschange, particularly the 7 weekends But there is a absentee record becomes them. more ‘negative features coat to all this which may astonishing; and the —_—‘Thefirst point to bear im such as anxiety, low esteem, be more than the price of sunstable person later mind at the recruitment impulsiveness or a lack of the course. Better to select discovered to be a thief or étage is that people don’t emotional warmth. But for what you actually see worse, ‘change. Intelligence levels so data collected over 50 years rather than attempt. to ‘Less dramatic, but just as decline modestly, but gives a clear message: still changeit, much a problem, is the change little over their stable after all these years. ‘as person who simply does not working life. The same is Extroverts become slightly ad ome up to expectations, wo truo of ablitis, such ag less extroverted: the acutely ‘who doos not quite deliver: learning languages and ssshy appear a little less so, who never becomes a handling numbers. but the fundamentals ANCIAL TIMES @ Read the article again and answer these questions. 4 What types of failures do companies experience, according to the article? 2 What does a fine future behind them (line 33) mean? 3. What advice does the article give to managers? © Ianother part of the article (not included here), the writer suggests that selectors should look for three qualities: ‘a)intelligence and ability b) emotional stability ¢) conscientiousness 1 Do you agree? Explain your opinion. 2 Complete the table with the adjectives below. What other words can you add? astute bright calm clever easy-going hard-working moody neurotic punctual quicktempered reliable. responsible sharp slow Inteligence and ability Emotional stability Consclentiousness bright calm evliable[ 5 Employment Recruitment interviewing Personal appearance at work © (5: Alan Lawson, National Sales Manager with a Japanese electronics company, is talking about interviewing. Listen to the first part ofthe interview and answer these questions. 4 According to Alan, which ofthe following isthe most important when trying to impress an interviewer? 2) qualifications b) character c) appearance d) preparation e) enthusiasm 2 What mistake did Alan make? 75: Listen again to the first part ofthe interview. Complete the ‘advice sheet’ for candidates below. Find out about the job ‘At the interview Ring up the Press Ofcer. Compliment the interviewer OM a Yecent Success. Visit the company ov Talk to the receptionists. Make sure it easy to read. @ (152 Now listen to the second part of the interview. 4. What four questions does Alan usually ask candidates? 2 What examples does he give of candidates’ likes and dislikes? © Complete these word partnerships from the listening. a press Obie. 2 marketing 3 press 4 5 company 6 report code Read the two case studies on the opposite page and answer these questions. 4. What job did the men do? 2 Why were their employers upset? 3. Who apologised? Who accepted the change? ‘4 Who intends to sue his employer? Why?JOHN HUMPHRIES, ‘aged 62, isa lorry dri- ver whe is proud of being well-dressed for work, However his employer told him that he must not come to work in a collar and tie to drive his 1T-tonne lorry. If he did s0, he faced the sack. When working, ‘Mr Humphries, an ex-Royal Airfarce man, wore and tie, They wanted him to dark blue trousers, a light conform to the company’s 5 Employment | Yoshiaki Nishiura, a 25-year-old lorry driver from western Japan, was sacked because he dyed his hair brown. (This is a popular fashion with a growing number of, young Japanese.) Although he apologised and dyed it black again, be was still fired. His employer, Mr Yamago, believed that behaviour like Mr Nishiura’s undermined company discipline and corrupted morale. He ‘blamed it on American influence. ‘We need drivers co maintain a blue shire and ned and grey Sew Image ofeasual cleuhing professional appearance ro make Striped tie. He fethe looked Such’ "as. Teshins. oF sweat 4 good impression, he std. A smart and impressed the cus- shirts, They ever tretened 1 Japanete journals sid, Japanese tomers. “If you present your- dismiss him if he didn’t accept firms expect all employees to look self properly, you look good their new dress code. Union the same and think the same. aed getrespes he sai: officials advised him to accept ‘When you enter a company, you Mr Humphries employers the change. and_follow the sign away your rasan Fight? were not impressed when he companys polley. He agree, Me Nishio is going sue his refused to give up his collar employer for unfair diss © Discuss these questions. 4 What do you think of: a) the employers’ decisions? b) the employees’ reactions? 2 How important is your personal appearance at work? Think about formal clothing, uniforms, men with earrings and tattoos, etc. @ Match the adjectives in column A to the nouns in column B. ‘Make six word partnerships. A B growing — Gismnissal human SS appearance company number professional rights good discipline unfair impression © Now complete these sentences with word partnerships from the list. 4 Itis important to make a by dressing appropriately. 2 Inacaseof an employee may sue a company to get their jab back or to receive finantial compensation. 3 A..growing so AHMET... of firms realise that their employees" Sppearanceisimportant. Theretore, many companies are introducing dress codes for their staff. 4 Ifa management allows staff to be absent from work without reason, this will affect. 5 When dealing with customers directly itis important to have a at an interview 6 Some people say that being able to go on strike and having a minimum wage are basic te:mployment. [5 Employ Ere Questions Match the rules 1-4 with the examples a-d. 1 If who/what/which is the subject of the sentencé, we do not use do/does/did. 2 Direct questions are usually made by putting an auxiliary verb before the subject. 3. We often use indirect questions to ask for information or to be polite. The word order is different from a direct question. We often begin indirect {questions with expressions like Do you know ... ot Could 1 ask you .. 4 When a verb phrase has no auxiliary verb, the question is made with the auxiliary do: Do you live in Paris? (I live in Paris) 14) When can you come tothe interview? ) Do you work in sales? ©) Who got te Jobo €@)Do you mind if? ak you what your weaknesses are? D page 136 ns do not always use do or dic @ Present and past simple wh- que: Study these examples. ‘Mark applied for the job. Annie interviewed him. He got the job. Who applied for the job? * Who did Annie interview? » Who got the job? + What job did he apply for? * Who interviewed Mark?» What job did he get? Work with a partner. Write five wh- questions about the situation described in the sentence below. For example, Who did Mr Yamago sack? Mr Yamago sacked Mr Nishiura because Mr Nishiura dyed his hair brown. © foreach direct question below, 4 What are your strengths? a} Could you tell me what your strengths are? b) Could you tell me what are your strengths? 2 What would your colleagues say about you? a) 'd like to know what would your colleagues say about you. b) I'd like to know what your colleagues would say about you. 3, How have you changed in the last five years? a) Could you tell me how you have changed in the last five years? 'b) Could you tell me how have you changed in the last five years? ick the correct rect question. You are interviewing someone for a job. How would you find out politely the following information? 1 Theirage. 3 The reasons for leaving their last job. 2 Theircurrent salary. 4 Their weaknesses. © Role play this job interview situation. Interviewees Interviewers Choose a position in your company Possible areas to cover include: (rin another company) which you * personal qualities» skills would like to have. Tell your + weaknesses ‘strengths partner what the position is. qualifications + experience “achievements —_* interestsUseful language Starting Ok, let’s get down to business. Right, can we start please? Managing meetings ‘Asking for reactions How do you feel about ...? What do you think? Dealing with interruptions Could you let her finish please? Could you just hang on a moment please? Keeping to the point V'm not sure that’s relevant. Perhaps we could get back to the point. Let's leave that aside for the moment. 5 Employment J Speeding up think we should move on now. Can we come back to that? Slowing down Hold on, we need to look at this in more detail I think we should discuss this a bit more. ‘Summarising Ok, let's go over what we've agreed. Right, to sum up then .. © (253 A group of managers are discussing whether to offer an employee a full-time contract. Listen and tick the expressions in the Useful language box that you hear. © You are managers of a retail fashion chain called Space, which has clothes stores in most major European cities. You are holding your regular manage- ment meeting. Use the Managing Director's notes below as an agenda for your discussions. A different person should chair each item. 4 DRESS CODE 4 COMMISSION PAYMENTS Following complaints from customers, we ‘At present, commission is based on quarterly sales at each need to discuss a dress code for all store and is divided equally among all staff. Now, our Sales employees, and guidelines on personat ‘appearance. 2 POLICY FOR SMOKERS: Non-smoking staff complain that staff who ‘smoke take frequent ‘cigarette breaks’ ‘outside the store. Should smokers work extra time to make up for the time lost? 3 CUSTOMER SERVICE Should sales staff meet informally after work ‘once a month to consider how to improve customer service? (Aitendance will help their chances of promotion.) Director wants. each person to receive commission according to their individual sales. 5 END-OF-YEAR BONUS Staff receive sales vouchers as an end-of-year bonus. The vouchers give discounts on a range of goods at major department stores. Some management are proposing to Issue no Sales vouchers this year. Instead, staff will be Invited to an end-of-year party. 6 STAFF TURNOVER Because stafftend to be young, employee turnover is high. {As a result, training costs have increased dramatically. ‘What can be done to keep staff longer?? Background SLIM GYMS owns and operates six health and fitness clubs in Manhattan, New York. The clubs aim to appeal to people of all ages and income groups. All the clubs have a large gymnasium, with the latest equipment, an aerobics studio, a solarium, a swimming pool, sun decks, a cafe, bar and clubroom, There are always several fitness instructors on hand to advise people and provide them with personalised fitness programmes, A wide range of aerobic and relaxation classes run throughout the day and during the evening. The clubs try to create a friendly atmosphere, organising numerous social activities to bring members together. Three of the clubs are located in areas where large numbers of Spanish, Chinese and Italians live Slim Gyms recently advertised for a General Manager. | + Deron citoner eed culture in te organisation nthe SL IM r cents “ GYMS | * plating new business } opportunites } General * Linsing wit ane mabatng our | team of managers and tree stat |] Manager ecspsixing:omaneinapes || ‘Required for our 2nd sategies chain of Health EES and Lelsure Clubs « ppm, enmusiasio, exible ‘Salary negotiable + song riers: in neath and ‘= Excalient benefits fitness + good track recordin previous obs CASE STUDY You are directors of Slim Gyms. Study the file cards on the four short-listed candidates on the ‘opposite page. Hold a meeting to discuss the strengths and weaknesses of each person. Try to agree on who seems to be the best candidate for the job. Then listen to the interview extracts with each of the candidates and come toa final decision ‘on who should get the job:(75 4 Isabella Rosetti, (755 Michael Bolen, 5.6 Bob Wills, 957 Stephanie Grant. Writing + The ably to were wih poopie tom || Design a promotional leaflet to increase ‘Aoi bo: sifferent cutural backgrounds membership of the six Slim Gyms clubs. It will ee [PEA TTR « outsiancing communication skils be sent to various sports goods stores in New a + Ata fox ne isan sound York. It will aso be included in specialist “WY 10003-1324 ‘organisational skis Ps health and fitness magazines. 44 -Name: sabela Rosetti Age: 35 Marital Status: Single Education Princeton University Master's degree in Business Administration (MBA) Experience: Advertising agency for the last eight years. important postin liaising with cients and managing a team of 10 peopte. Previously worked as Sales Manager in a department store (Chinatown area), (Outstanding achievement: Got a contract with a major advertiser ‘Skil: uentItaian jude expert. paints Personality/appearance: Well dressed and : selconfident. Says she is usualy successful when she wants to be. Thinks women are better managers than men: They listen more and use their e intuition to solve problems! ‘Comments: Postve reference, but employer suggested she sometimes took days off work with ro goed reason. Several good ideas for increasing revenue, eg by setting up beauty centres in our dub. Didet mention the cast of doing this! Above ‘average score On Our aptitude test Handwriting sample: T am curently werking for. Name: Bob Wills Age: 40 Marital Status: Single Education: Park High School Experience: Twenty years in US army — Physical Fitness| ! Instructor. Travelled all over the t world. LR army three years ago. Has taken courses in marketing, management and ‘computing, Over the last two years has run a fitness centre in Lower Manhattan very successfully ‘Outstanding achievement: Tivo decorations for bravery Skils: Speaks Spanish fuentl (his grfiend is Puerto Rican).Is a successful isc jockey ina downtown club, Personalitylappearance: Comectly dressed ina dark suit, but has tattoos. Sociable, with a lot of friends. Enjoys parties and dancing, Comments: Believes you should always stick to the rules Values honesty and reliabilty. Can be ‘quick-tempered if people are not doing their best Very enthusiastic with many good ideas. High score con aptitude test Handing sample: T am widting, Ko avely, Car the port Name: Michael Bolen Age: 36 Marital Seatus: Married, with ‘three children Education: Columbia University — Masters degrea in Business ‘Administration (MBA) Experience: Four years with international spocts goods rranufacturer~ Marketing Director Previous experience witha variety of rms (ales administration) Wants to werk fora smaller organisation ‘Outstanding achievement: Successful produc launch in previous job. Skis: Numerate and good with Computers. Only a few ‘words of Spanish Personalitylappearance: Forceful determined, with strong views Likes to keep his distance from people Until Fe knows them well According to the leter of reference,‘Some women find him too assertive and ©) cole! ‘Comments: Unhappy in present postion. He has often changed jobs. Aptitude test ~ average score. Handwriting sample: TD am hocking J « new hablenge Name: Stephanie Grant Age: 30 Marital Status: married, no children Education: New York University BSc in Business Administration Experience: Former swimming champion. Competed at Olympic Games. For last sx years, highly successful presenter (children and sports programmes), ‘Outstanding achievement: Voted Top Sports Personality on a cable TV channel four years ago. Skills: Exceptional sportswoman. Personality/appearance: Beautiful clever and successful. Good sense of humour On television, ‘handles people well Presents an image of a caring sympathetic person, Comments:'She'li do anything to get what she wants! wrote one journalist, At 24, she gave up competitive swimming following rumours of drug-taking, Aptitude test ~ above average. Handwriting sample: T would Dove tha opportunity, to- contribute ter your,'6 Trade OVERVIEW [_] Yocabatary Freetrade Reading Letters of credit [__] Laneuage review LI Conditions [_ tstening Negotiating techniques Skills LI Negotiating [_) Gesestuey Ashbury Guitars Fee ea ae A EEL) «© Think of some of the things you own (for example, shoes, TV, car). _46) Which are imported? Where were they made? © What are your country’s major imports and exports? Do you think products made in your country are better than products made in other countries? G@ Place these countries on the chart below. ‘Then compare your chart with a partner. Brazil france Germany Greece Italy _ Japan Russia Singapore UK USA _ your country Rich in natural resources USA Low GDP* per capita High GoP* per capita Poor in natural resources (60? 0: Gross Domesic Product he ota anual value of court’ goods and services) © why are some ofthe countries on the chart richer than others?LTHETYI © use the words in the box to complete the table. ‘barriers dumping protectionism quotas -open-borders- tariffs laisser-faite deregulation free port strategic industries _tiberalise subsidise infant industries restrictions customs in favour of free trade* against free trade* open borders barriers ee rade: ate without restiions onthe movement of goods across berets) © Discuss these questions. 4 Is free trade always a good thing? 2 Do you think it leads to the creation of jobs, ar to unemployment? 3. Should certain industries be protected? If so, which? @ Match the first halves of the sentences to the second halves. 4. Wee trying to break into.) all regulations if you want the delivery to go through without problems. 2 You should carry out b) the delivery date, let us know as soon as | possible. 3 Ifyou would like to place | ¢) insurance cover for the shipment. 4 Ifyou can’t meet (° ‘a market survey before you make a major investment. 5 They've quoted €) the Japanese market. 6 Let us know if you want us) an order, dial one now. to arrange 7 Is essential to comply with g) us a very good price for the consignment. @ Find verb + noun partnerships in the sentences above. For example, to break into a market. Which of them is normally done by the: a) exporter? b) importer? ¢) exporter and importer? lw[6 Trade _ «a FEELING © Read the tetteron the opposite page and complete the application form below. Letters of credit | NATIONAL BANK Exporter Julian Montero Importer Value Method of payment Documents required Contract restriction © Answer these questions. (OF COMMERCE Goods Quantity 4 When will the seller receive payment for the goods? 2 What information must be included in the letter of credit? 3 Who will pay for the cost of transporting the cases of wine? 4 What does Vivian Eastwood want Denise Morgan to send her? @ ‘ou own a wine business in China. You decide to write to Connoisseur because you want to become a distributor for them in Chin: Match the halves of the sentences below. Then use them to write the letter. Describe the benefits your company can offer, and give references. 4 Ourcompany is a 3 Werpeailscit 3 We have contacts 4 Oursales network 5 We have four warehouses 6 We would be willing to 7 We would appreciate it if 8 Ifyou are interested in our offer 9 We can supply references 40 We hope you will a) distributing high quality wines. 'b) we could discuss the rate of commission and your terms of payment later. ©) is one of the biggest in the country. \ @ well-known and reputable firm with many years’ experience. ©) we could be appointed your sole distributor. 1) froma bank and our local Chamber ‘of Commerce. 8) accept our offer and we look forward to hearing from you soon, hy) stiare the costs of an advertising campaign to promote your wines. 1) with major retail outlets throughout the country. i) located in China’s major cities.¥>—— SP Cornotsseur “~ IMPORTER OF FINE WINES 18 Park Avenue (Our see: JMS/02 Los Angeles, CA 90008 Tel: (213) 555 9765 Fax: (213) 555 8521 Ms. Denise Morgan e-mail: wincon@aol.com Documentary Credits ‘National Bank of Commerce 35 Main Street Los Angeles, CA 90005 July 31 Dear Ms. Morgan: Application for leter of credit* in favour of Julian Montero srl ‘We have contacted Julian Montero, the Argentine supplier of the wine we are importing, We willbe importing 500 cases of white and red wine and the total value of the contract is US $50,000. Please open a letter of credit to caver the shipment. Details are as follows: 1. Beneficiary: julian Montero stl, San Nicolas 1746, Buenos Aires, Argentina. 2. St Montero’s bank: Bank of Argentina, Buenos Aices. 3. Irsevocable Letter of Credit 30 days. To be confirmed by your correspondent bank in Argentina, 4 The letter of credit must cover the enclosed list of wines which specifies the brands and quantities we have ordered. 5. Four clean copies ofthe Bills of Lading 6 No part shipment permitted. 7 Shipping terms: CIF* We look forward to receiving a copy of your letter to your correspondent bank in Argentina as soon as possible. Please let me know if there is any further information you require. Yours sincerely, Vian Eastwood a Vivian Eastwood Manager ewer of red: ater rom one bank arther which enables a seler 0 obtain money The mostcomman way of financingintretona inde) (CaF Al ots, insurance and ree charges ae 19 be pad byte experts lan Montero)[6 Trade Are ouueud Condit A. common structure used in negotiating is: If + present simple, will + infinitive (without to). We use the structure to link 2 concession we are prepared to make, with ‘our condition for making it. Concession Condition If we order 1,000 cases, will you give us a 10% discount? We'll give you a 10% discount if you pay within 30 days. As long as and provided that can be sed in the same way as if die papaces abiree. D page 136 ()64 Betta Ford, a buyer for Empire Wines, is negotiating with Pierre Hemard, Sales Director for Marques Vineyards, Napa Valley, California, Listen and fill in the missing words, Bella if more than 500 cases of the Reserve, what discount can you offer us? Pierre On 500, nothing. But if . Bella Let me think about that. Now, if . will you be able to despatch immediately? Pierre | don’t know about immediately, but certainly this month, Bella Well, if ‘to us before the Christmas rush, it'll be OK. I take it your prices include insurance? Pierre Actually, no, You'd be responsible for that. If. order, then we'd be willing to cover insurance as well. Bella I'll need todo some calculations. Pierre Let's look at methods of payment, Since we've not dealt with you before, we'd like to be paid by banker's draft. Bella Well, this is a large order. We've done business with many well-known 1,000 cases, we'll offer 15%. an order for 3,000, your wine producers and we've always paid by letter of credit. Pierre OK. IF .* to you paying by letter of cred have to pay us within 30 days. Bella That should be fine. (© Bella and Pierre then negotiate the terms for another wine, the Santa Rita. Use the notes below to write the conversation. Then practise reading your conversations to each other. Pierre Now let's talk about your order for the Santa Rita. Bella OK, hope you'll offer me gaod terms. Pierre + Order 2,000 cases /10% discount /deliver before Christmas rush / cover insurance then you'll Bella + Less demand for Santa Rita /10% discount OK + want only 1,500 cases Pierre * Cannot agree Bella + Order 2,000 /want another 3% discount ' Pierre + 1% only and 30 cases of champagne /fair offer Bella. + Adeal! @ Rote play this negotiation. A wine importer telephones Julian Montero to order 400 cases of the Montero Chardonnay wine. The list price is USS350 a case. Julian Montero offers a 3% discount, delivery in six weeks by sea freight, and asks for payment by banker's draft, The importer tries to negotiate a better price, discount, delivery and payment.6 Trade J (6.2 Kevin Warren, an Executive Vice President at Coca-Cola (UK), is talking about negotiating. Listen to the first part of the interview. What do the letters L-1-M stand for? L 1 ™ Negotiating techniques © Inthe negotiation that Kevin describes, what was his LI-M? In the second part of the interview, Kevin gives three negoti What do you think the tips will be? ing tips. © (75; ison to tne second pot ofthe interview. Were your guesses comect? @ Kevin uses the words below. Choose the correct definition for each. 1 classic errors a) typical mistakes b) old mistakes 2 go straight to the point a) move towards the end b) state your purpose directly without delay 3 long-term relationship a) a business contact over a long period b) a friendship over a long period 4 hassle free a) without extra payment b) causing no difficulty or trouble 5 switch a) change b) turn on 6 royalty a) kings and queens b) a payment for a service 7 tailor a) make more suitable for a particular purpose b) make clothes © Work in pairs. Try to sell something you have on you (watch, bracelet, etc.), or a household object, to your partner. © Discuss these questions. 4. Were you pleased with the outcome of the negotiation in Exercise A above? 2 What strategy or tactics did your partner use to achieve their objective? @ Inhis book The Art of Winning, Harry Mills says that most negotiations have seven stages. These are listed below, but are in the wrong order. Put the stages in order. What word do the initial letters of the stages spell? * Probe with proposals ‘Make suggestions and find areas of agreement, * Close the deal Bring the negotiation to a clear and satisfactory end. * Signal for movement Signal that you are prepared to move from your original position. Respond to signals from the other side + Exchange concessions Give the other side something in return for something you need or want. * Tie up loose ends Confirm what has been agreed. Summarise the details on paper. + Explore each other’s needs Build rapport. State your opening position. Lear the other side's position. + Ready yourself Prepare your objectives, concessions and strategy. Gather information about the other side. [ss| 6 Trave _s2] © Inhis book The Pocket Negotiator, Gavin Kennedy describes two extreme styles of negotiator: Red stylists and Blue stylists. Read the summary of the two styles. Then deci 4 aRed stylist. ‘you are: 2 a Blue stylist. 3. somewhere between the two styles. Red stylists Blue stylists + Want something for nothing.» Want to trade something for something. + Try to win by showing they are» Try to succeed by cooperating with stronger than the other person. __the other person. + See negotiation as a short-term + See negotiation as a long-term activity. activity + Use tricks and pressure to get * Donot use tricks. They think about each what they want. other’ interests. @ Study the Useful tanguage box below. Then role play this situation. One of you is a company employee. | The otheris the employee's boss. Employee You think you should have a10%salaryincrease. | Boss You think the company can. | only afford a 2% increase. | Negotiate with each other andtryto | get a good outcome. } —/ @ write an xX on the line below to i te your partner’s negoti RED. Useful language Starting Refusing an offer Could we begin now please? ''m sorry, we can't accept that. OK, let's get started, shall we? 'm not sure about that. Exploring positions ‘Accepting an offer What do you have in mind? think we can agree to that. How would you feel about a bigger That sounds reasonable, discount? Playing for time Making offers and concessions Vd like to think about it Ifyou order now, we'll give you a ''m sorry, but Ill have to consult my discount. colleagues about that. We'd be prepared to offer you a better price if you increased your order. Closing the deat That's it, then. | think we've covered Checking understanding everything. ‘When you say there are delivery Great! We've got a deal. problems, what do you mean? Have | got this right? You said a discount on an order of 3,000, If understand you correctly