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Business Vocabulary Builder by Emmerson Paul I PDF
Business Vocabulary Builder by Emmerson Paul I PDF
Business Vocabulary Builder by Emmerson Paul I PDF
Vocabulary
Builder
SelweenTown5Road, Onod OX43PP
A divsonol Ma.millan
Plb sheELmned
Compan esandrcprcsentalivesihroughoullh€wo.ld
Texl@PaulEnneron2009
D e s i q n a nudsl t r a l o n @ M a .amn P u b i 5 h e 6 t i m t e d 2 0 0 9
a r ghc reseNed,no partofth s pub .ar on maybe€podu.en, rtoredin a etiaa st5t€m,lrans tt€d in any
lorm,or byanyheans,eletronc, m4hanca, photo.opynq,.{oding, or oth€Bise,wlhoL(rhepriorwiften
pemissonoI rhepubishe6
DesgnedbyCaroynGibson
I unraGdbyPeter
Harper
andill anMoseda
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CoverdesqnbyKaleSleph€ns
Aurrrol\a.know€dqem€nt5
Theaulhorwouldlke to thankAnna
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Canoonbank .o.]4eocullump57,can@nbank.@ntMaie A(dela
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A
MACMILLAN
Contents
B U S t N E S St O P t C S Financial markets
The businesswo.ld 31 Financial markets 66
1 The econo y 6 32 Investing in stocks 68
2 Th€ businesscycle 8
3 lnternational tlade 10
33 Re.ruitment 7A
4 Setting up and g.owing a businest 12
34 Pay and b€nefits 72
5 Company tt|pes and corporate gov€rnance 14
35 lisues in the workplacc 74
6 Global issuesfor the 21st <entury
C F F E C I I V E C O M M I ' ,I \ I I C A T I O N
SPEAKII{G
PRACTICE
Dbcuislon toplaa 146
WRITING PNACIICE
LISTEIIIIIIG
PRACTICE
Interviewr wlth bBlnest peopler ererrii€5
1 Interviewwith a privateequityinvettor
2 Interyiew
with an entrepreneur
3 Interviewwith
a management
tainee 153
4 lnterviewwith
a supplychainmanager 153
5 nterviewwith
a salesmanager 154
6 a ma*etingdirector
Interuiewwith 154
7 Intervlew
with a financedirector 154
8 Interview
with a humanresources
director 155
The economy
Whai drives the a orld economy?The simplestans{pr to consumer confidence
ilrjs questjor is'cons!mer spending'.And what drnes lf.onsumcrs are confideniaboui tomorrow,they will spend
consumerspendnlg?Sohe cohbination of the faciorsbeldr more The main factorsaffechngconsumerconfidencearc
is generallyconsideredio p(\,ide a reasonablean${cr the lerel of memplovment ifpeople's jobs a.e at risk, or
the\.don t have a job, they sill spend less ind housepices
GDPgrowth for different countries
if people'shousesare worth more than ihev paid for ihcm,
Grossdomesticprcdu.t (CDP) measuresthe sizc ol a the\.feel.ich and rvjllspend nrore rrcely.
.ountry's economy It reFresentsthe iotallaluc ofall goods
ind se^,icesproducedoler a specifictime period. Cro$ th in lnterest rates
GDP is one ofthe primarr-indicato.susedto gautc Inierestratesire setbv CeniralBanks When int€resirates
(= neasure) the he!1thof a couniry s e.onom\: Usunll),GDP are lo$r.onsumers and b!sinessesc.n boirow mon.y
is expressedas n comparisonto the prelious quartcr or \,ear cheaplyand ihere is a sfimuhs to the economy.8ut thc
cheap(edit alsocausesinflation an.t too much Liquidjiyin
Governmenttrade policy
the system.This liqli.lity leadsto bubblesin siock markets,
Thc hro polcs of govc.rucnt policl'arc liberalizationand housingma.kets,eic. When ihe CeniralBank sccsthe need
b control inflafion dnd cool groivth a liiile, ii .aiscsintcrest
'Lib€ralization'isassoci.lcdwiih frcc markets,open
bor.lers,dcr.Bulationand ihc frcc morc,nent of capiinl
around the world. Exchangerates
'Protcctionisnr'is associatcds'ith golcrntrent
Cur€ncies fllciLutc againstcich othcr thc c!rc itg.inst th.
inlcNcnlion, sulrsidics,quoiasand t iffs, and resiriciions d o l l a r i h e t e n . g a i n s tt h c y u a n .T h i s i s d u c k ) m a n yc o m p l c x
o ! l h c m o v c m c n oi i c i p i i a l . factoE such as the undc.lying st..ngth of thc economy,
Nation.l govci,nnentsdo hi!c som0gcnrin. choic.s herr, inicrcst ratc diffcrcntinlsand spcculitnr. Ha!ing a sirong
cv.n if ihoy .ft'consh.nlcrl by thc p.licy of th.ir rc8ional curcncv makcs impo.ts chcip f(r dotucsticconsrmcrs.irut
tridiig bkJc(og the EU, NA1TA, ASE,\N). ln ih. cod host huris cxpo.te.s(rvhoscPrcducit bccotuchotu orpdlsivc
countrieshNc . mixc.l ccdnotuywhich is lonre('herc
briwccn ihc two crh'omos.
(l.n...lly sp..knrg, froo n.rkots pronartcgrowih ii thc
The business cycle
wodd d.onon\', and ptutcct.d markcisdos doer thc Economicsgo throughcycl.s ofg(trt,th.nd coniri.ti()n
(= sldvdor!n). This is co\ dc.t in unii 2.
pr1,c.ss(.lihough thcy nray ha!. a b.neficialeffecton
p . r t i c l l a r i n d u s l r i o si ' r s i d ci c o u D l r v ) .
Eflects of globalization
Cultural Ecological
C oser Rapidflow of Cross-cult!ral Global
Exercises
1.1 Find a word in th€ text opposite thal matches €ach 1.4 Readthe articleabout the USeconomy,then answ€r
definition below' The words appear in orcler. the questionsbelow.Checkany unknownwords in a
1 makessomethinqwork; p.ovidesthe power for somethng dictionary
the ru€sandlawsthatcontrobusin€ts
2 removing dctivty it aiulacturng in the US slowedmorethan lorecast
lUl ln Ocloberas factores recevedjewerordercafd
3 moneythattheqov€rnrnent pdysto supporlndunresor producuonconiracted,an induslryreportshowedtoday.
' p d L , F r p r o . p. oo d u . r Manufacluring Lson lhe vergeof stallngas the deepenng
4 officallrnitson the amountol somethng housing slLimpweakens demandlorconstruction equrpmenl,
furnilureand appliancesBul on a moreposiUve nole the
5 " . p . o . g o o do. - 9 . n l o d . o - n t a / weakerdollaris boostingexportsand he p ng companes
6 limited,r€strded thatdo mlch of ther busin
- Theseilguresmake it ciear why the Fed clt nterest
r e d r o L o ln o n e y n c i c - l c t o .
8 periodsof t mewh-"npeoplepaymorclhanthe realvaue ratesby a quarterpoint ast week. n theirstatement,Fed
o . o 1 e l 'n q .b . 5 o ' a r r - a o L d porcy md.€rssard rl-dl rl-eouloo o ho p, or o n) (
9 wth dn important efiect,but onethat iln t easyto notce unce ain,evenafterso d growlhast qua.ler.Theyadded
lhal upsideriskslo lnialionroughlybalancethedownsrde
10 (forma,the degreeoi difference th ngs
between riskslo grcwlh.
8 goods srengrn
9 rnt€ren
l0 cheap
1I socia oamaqe
12 L r n d e rnl yg
O \ e ' - h e o , r gr p r e , . r d n q A, d r F .d p p p d
' or lr€ ' fAi ;;t
tr d? ;t \lir tht !,nan|
or rne economy.
T h eb u s i n e sw
s orld 7
History shows thal there is a business cyde that repeats again and agai4 although of .oue tlle detaiis vary
each time. Look at the diagram below. The outer circle is the €ycle of e€onomic expmion md conbaction.
The next circle icide shows some s€€torsof fte economy that tend to do wel at particular tims duing this cyde.
The cnde inside that shows inter€st rates and infiation. Finalv, the imer cinl€ shows the sidk market cvcle.
Grotvth
Let's go roud the diagram,starting at twelve otlock. This stock market rccognizes that tl|€ 6d is omin& ard perts
point marksthe end of w€aknessin the €conomyand the just before the final p€ak in the e(al,dr_r. Inr€sto.s rsw
early siSnsof growth. Wlat hascausedthesegr€€nshoots? switch to more d€fensive stocls lik€ drglffi.riples (eg
Theclue is interestrater which bottomedout around food, household products) and utiliti.<
eleveno'€lock.lj)w interestratesmeancheapborrowhg for
individuals md compani$. Amongst the quickests€ctorsto Corltra(tion
resPondm consmer discr€tionary(eg restaurants,leisure, Now ils seven o'dock arld w€'rr {tkd d. Fin of
travel) hd technology. conhaction. Stock Mkets are A|L? Ltcrd 8-Ls
On€ethereare€arly siSnsof growth, tnnsportation picks up se€ the danger md e low€rit iH rG b -'m8e
(moregoodsarebeing shipped),and indu€try spendsmorc spending md avoid a r€.tsin- Bd q'd Frtudy
on capital goods(egmchinery). During this pedod,infiation to the drop in rat6, md th.{.as'hlh. f;l. to
startsto rise, and sobondssuffei Bondspay a 6xed rate of safety' etr(t 6 inv€srors rFirD-.b -&-
interesito their bondholde$, and the value of this intelestis
erodedover time as inflation go€sup-
The bottom of the q*
Evmtuall, firffiials stdt b .--fq rtqte nore
The peak of the Gycle bonowin& and ttF th. !d_'-G a bottom
A1l good things mEt come io m end. rs six o'dock on about six to niE r..dE i J-{-.F ir d€ real
the diagram- By now inflation hd bmme a prcblm, md economy. Just like 4 dE qrJ|tqt,tE|ct s€€ms
Cmrral Banls have nis€d inteBt rates to deal with it. That ro knowthara hmirahl__,_y Now the
means that credii is tighL md bonowing is expsrsive. The eonomy is $ni4g b - i----l rd fte whole
2 THEAUSINESSCYCLE
Exercises
2.1 Putthe words in italicsin order 1-4. 2.4 Compl€te the text about dealing with th€ business
a Theeconomy, nart ng at twev€ o clorkon th€ cyclewith the phrasesin the box.
diagram, rhows ..
contraction I a downturn govetnnent debt labaur natket ne\,r'bonawing
poh.y n,akeljj side-effects tax cuts
) expansion an upturn
b Thenock market,staaring at eleveno'cockon the
dragrdm,.. What.ancentralbanke6andgovernment
battoms perks ' do?can theyprevent
turnsdawn a contractonfromturnng inloa rccesson?
Whattools
2.2 MatcheachsectoroI th€ economyl-'10 with an areavaabe io them?Thefollowingihreearethe most
indurtry group a-i.
1 Basicrnaterid
s 6 Enerqy Interertrate adjustments
Thesvonqest andfastesttoo n a weakening economy
3 Cornmerc
al serurc€s 8 Technology s the cenvalBanks'abrty io cut rnteresl
rates
4 Consurner
d scretonary Forcompan esand ndvidu.s with existnq bank
5 Consurner
stdpes 10 Ut (res oans, repayments
arered!ced,lor others,
' oecomes €ss
a holes,restauranis
expen5veMostCentraBanksdropratesby qlrarteFpornts
c empoymenl agences,audtnq or,at cruoa t mes,half-ponts Lowerinq ralesst takestwo
d rnachinery,
eqLiprnent or threeqlarlersto benefitan economy, andit doesalso
€ household goods,foodretailnq
f banking,insurance Thenegatrve arethat t weakensa ndtion's
consequenc$
(urren.y.andthatanyqrowthi t c a u s em
s a yb e i n f l a t o n a r y
9 software,rommuncatonsequpr.ent
h oilprodlction,
gasprodu(ton Economic stimulus
i electrcty,waier A naiionalgovernment canchooseto spendmon€/
j air nes,ogsllcs usudy moneyrt mun borrow on all sorisoJprcjectsn
2.3 Underlin€the corr€ctwords in italics.Checkany orderto nimulateihe economyThs puismoneybackinto
unknownwords in a dictionary.Someideasbelow are peop€'spockets so thattheycanbly goodsandservces to
boostlhe eco.on/ o
alsoaovered in unit 1. -fhe
1 Thecons!merdrscretionary sectoroi theeconomy slartsto areanotherwayoi achevng the sarneeffect. problem
recover wheninterestraresarch/gh/iow, andlustbelore whentheser.eagures
arises leadlo hiqh evesof
the generaeconomy picksup I tuns down Eventua y thai
2 Inve9torsiavoLrr theconsumer stapessectoral lhe debtwill haveto be repard
beginning / end al lle grcwth cycle,lun asthe markeisare Regulatoryreforms
pickingup / tuntng down
A counlrycanimplement reforrns
to the aw in ofderio
lf a qovernment or cornpany wanlsto borrownroney, it groMh.Theseincludemeanrres
stimulate to enhance
canits€ a band I an obllgatronlnvestorsre.eivea F/ied/
to liberali?e
competition. the
vatiable,aleol nlerestovera f xedperiodof time.and lhen
gettheirorg nalinvenment backat theend siada newbu5ness,€tc.
A risen nterestratesrnakes borrcwng.heaperlmore
expensive.Ihi\ caols/ stlnulaterihe economy.
CentraBankslower nterestratesif iheyth nk the economy Seepage146for somediscussion
topics.
s ikey ro gtow/contrcct,andwil aciaqgrcssvey llhey
thinkihere s a danqerof a baom/ rccessian
Stockmarketsfend to arfic,bate/ mavein linewith / react
ro cnanges InrnereaLeconomy
nterestratestendto bottomout before/ afterboththe
nock markets andthe realeconomy
A risng marketis calleda bearlbul/market.Peopewho
th nk thai d paarcular mark€tk qoingto risen the lutlre
arcdescribed ar beingbulrsh/ bull/ke on that market
lnternational trade
De.iding to export The first step in €xporting is likely io inlolve an iniermediary
(eg lffal agent,distributor).They will have local knowledge
t\try export? The two mosi important reasotr are likely to be:
and contacts in the unfamiliar market- If ihings go w€ll,
1 To increase sales and revenue. Expoiting i{il allow you
the exporter may then decide io establish its own presmce
In ,lp u J e F u . p d c d p di' h . n , r e a +
"dunliBeof"nl in the foreiSn market such as settinB up a sales office and
production,reducemit cosisilrough economiesof.cale
wareholse.This allows diiect contactwith cuslom€rs,faster
and increase profits if thin8s go well.
d e l , r e r ya n d r a r e c o n E o n
l r r h c I n c r lm i - 1 p , .
,r To diversify. Relying on jrst yotrr own domeshc market is
risklaSelllngto other countriesallows you to splcad the Two key issuesfor an exporterare a)the method ofpaymeni
seethe tablebelow and b) who pays for transportation.
This latier issueis coveredin the contiactby specltyingthe
Bui befoie decidingto export thereis a lot of !6earch to be
relevantlncotem (IntemationalCommer.ial Term)for iliat
done on the foreign market:
/, Backglound:economi. siiuation,poltical stabiliry particllar consiSnment(= quantity of goodsshippcd at the
L€tte.of credit(UC)
paymentto
one bankguarantees
(Pre-payment) anotherbank.Theirnpo er
Cash-in-advance Pays
Documentary
collection
Theimpoderpay$th€ invoiceln whenlhe exporlerpresenlscenain A cheapervaiationof an L/C.The
advance,beforeshipment. Whe.e listeddocumenlsto theirbank. lwo banksmakeno guarantees,
ih6y onlypaya part in advance,it's Typicaldocumenlsneededare: but simplyhandlethe exchangeoi
calleda 'downpayment'. lransponation documenls{eg bill
of lading),insurance
documenis,
commercial documenls(eg invoice).
oderaccouni Consignment
Durc..has€
Thesuppliefshipslhe goods,and
Theimporterreceiveslhe goods
the importerpayslaler,according
and holdslhemin stock,but only
to lhe termsof lhe contraci.Thisis pays lor them afterihey have been
morersky,and is onlyusediflhe
soldto the end users.
lmponerhasestablisfred a qood
credlthislory.
LO
TRADE
3 INTERNATIONAL
Exercises
3.1 Find a word in the text opposite that matches each 3.4 completethe text about Incotermswith the words in
definition below. The words appear in order the box. Noticethe glossaryat the bottom.
1 fthreeworc&)spreadng cons ov€f d ldrgernumberoi
un ts, and ihereforeproducng th ngs moreche:ply ./€arrr.e customr .iacunentation freight
handling laading ptentses temlnal ttansi ttu.k
2 (threewords)instead of you
of you,or dsa representatve
What are ln(oterms?
3 wrttenpromise
thata company 1
w reparsomethnglf lncotermt of buyerandseler n
statethe responsiblties
relatonto marnetranspodatonnotjusttheshrpping
4 b q bu d ngwherelargeamounts
ol qoods
arenored costsslch as nsurance,
cosls,but all otherassociated
' andqrcund
duties,
s sp€calrks or knowledge
6 nameor designon d productthatshowsrts m.de by d
partcudr compdny The buyerpaysfor the seacrossing
7 non€ypdd ior professona setuce5,or a one'tim€amount A prcequotedEXWiswherethe te ler makesthe goods
avail.ble.lthelrownr , anolne
8 moneypaidto sorn€one you'r€
whosedeasor invenlrons buyercolleclsthemthere.Thebuyerhasrespons billtyfor a
U ,n g costsandrsksfromthal po nt onwards.
lhe othertranspori
Now do the samefor th€ wordsin'Financing lf th€prceisFAS,lhen theseer a socovers
thecostof
internationaltrade' opposite-
9 document (aleocalleda 'b ')
reqlestnq paynrent p o ( o l s hp m e n t a
. n d o f ! n l o a dn g t h e . o n t an € 6 o n t ot h e
'roo ne ouyerpaysror -
1A fthreewotds) n givn9 d€ta! of goodsthata shrp.etc|s shrpp usa the.ons fromthatpo nt.
carryng,. so actEasa conlractto tr.nsportlhosegoods FOBs alrnostthesame,exceptherethesellerpaysfor
oadrnqontotheshrp,nottheb!ye.
3.2 Make phrasesby matching an it€m from each Thesellerpayslor the seacrossing
N o { + F g o o d _a ' " 0 1 _ l - F . l r p i 1 " p r p a sb e " - ' " 1
so that the se er also paysthe '
lun yourdom€et
c m.rket
(= goodsand the ryslemof movrngtheseqoodt cons,
2 relyon behali
on somebodys
3 spredd - of anyunderured
capac
1y then thererre f!rlher hcoterrnsto be used
thenik Wrth CFRthe seler paysthe lreght costsand handlesthe
5 estab sh a presence to the termsof the contra.l expon 7 (= paperwork),bLrtdoes
not pay lhe nsuranc€wh le the goodsare n
7 h a n de i h e e x . h a n q e lega dentiy s a t s e a .W i h C F i h e s e l e rp a y s
8 pay accordnq nsurancers well. 8ut in both casesthe r responsbi ty
endsat the port ol denination,wh le the goodsarc st on
3.3 Studythe methodsof paymentshown in the box board.The buyerhas responsbilty for unloadnq iees, oca
opposite.Thencompletethe diagramby writing the five noraqe at a e , the mpo( cen.e,
methodson the horizontalaxis. duti€sand tax€s,the custombroker'sfeesand onward
de iveryto th€ buyer'sown premses.
In rhe final c.se, DDq it! lhe sellerwho paystor
everything,and who also hdsto handledny clstoms
'o probems.The buyerhas no
.dditonalcosts or isks at all but of (oLrrsethe pnce
RISK
quoted in the contfactw I reflectthis!
I Y P E SO F F I N A N C I N G S e ep a g €1 4 6J o r s o m e d i s c u s s i o tno p i c s .
The businessworld I
Setting up and growing a business
Initial idea
TENREASONS
WHYA NEWBUSINESS
CANFAII
Someonehas an idea for a newbusiness(a'stait up').
Maybe they spoi a 8ap in the markeL or maybe they
have an idea thai is simllar to existingoffers,but wiih a
competitiveedge.Pot€niialsourcesof financefor ihis new
Cause:startjnga business Solution:Taketime
businessinclude sclf'fuding, backerssuchas tsiendsand
with a goodidea.some to research
the market
family trenbers, a bant loan, and a venfurecnpital firm. tho.ouqhy beforeyoustart
entnusiasmbut no serous tradng
A bank will want somesort of securityin casethe loan is
notrepaid, and sometimesihe person'sholse is offered
as.ollateral.The fourth option, venfurecapital (VC),is
aiiractiveforbusincsscs$'jth a high profit potentialin the
medium term,but high start'up costs.A VC company $'ill Cause:buyingtoo rnuch Solution:prodlcereaistc
offer funds and take on the risk of thebusinessfailing, but srocK, cusromers paytng cashflow forecastsandpay
in exchangewillwant a lalge number ofshares.They aim l.te or not at a I, suppliers strct atlentonto budqets
to sell theselater,wlren ihc businessgoespublic needng to be paidon t me
When financingis in placc,the businessis registeredas a
lcgil entity: sole hader pa.tnership,limited compant etc.
Cause:Stickingwith your Solution:Activey seekthe
own onginalideasfor too MewS 0l cLrStorneTs,
andac1
Early months and growth phase
long on whattheysay
Now thc businesscan start trading.The risk of failu.c
nr thc first iwo yearsis very high. Oftcn thc problem
isn't salcs,bui cashflow: ihc cornpanyhas to wait for its
invoiccsio be paid, and mcanwhilethc debtsare piling Cause:f. seeconomy - a Solution:remember that
up. Thc bank will onl), extend its linc of credit up to a cheapleasein thewrong accessib
lityfor cusiomers s
neighbourhood
But hop€fully the businessachicvcsa critjcalmassot
custom€rs,and esiablishesitselfin the markerplace.lt
entGs a gfowth phase.This early growth tendsto be
Cauierthinkingthata good Solution:b€ creative,
organic tlrnover increases, the companyemploysmore prodlctw ll sellitself y revrew
constant the
' l d ( v c o p s . r. u p p l J n e t w o r l .. r c . I h e m d l o r i r yo , plan
"rdff. marketing
n r r l l . u m p r n r c sr ! : t c o n l n u ei n r l - F w d v - g r o w i r Bo r
shrinking ye.r by year dependingon their managerial
skills and generalmarket condihons.
Cause:beingtoo ambitious Solution;be realistic
Sellihg the business
However,thereare olhe. possibiliiies.The founder of
l h e b u - i n c \ \m o ! d e c i d el o - c l l t h eb u \ h ' s \ d i d g o i n g
yo!r seed
Cause:spending Solution:p annnq, keeping
concern.They might sell to a competiior or io a company
wantnrg to expandinto that market.The buyershele
nrc lookirg to Srow ihJolgh a straiegyofacquisitions
/- at<over). dn ilrerna !e ,o lhe strdtegyot organic
Cause:behaviour
of some Soiution:tra ninq,
monronnq,comp.nycl]rure
tPo
Anoiher possjbility is ilut the fouders may decideio
go ptrblic (= floaillisl on ihe stocketchange).Here,
Cause:assumingthatyou solution: watch
they sell their onginal privately-held shares at an IPO
irve customer
loydlry .oroet Lorscose)
(initial public offering). Thii brings in a huge amount of
money, some gojng dilectly to the owne.s as rerrard for
their hard work, the rest going back into the business as
Cause:compacency afl€r Solution:be flexble,
nitialsuccess,
lackof recognLze
oppoftuntres,
72
4 SETTINGUP AND GROWINGA 9U5INEsS
Exercises
4.I Finda word in the t€xt oppositethat matche5each 4.3 Fill in €a<hgap with ale word from cgilh box,
definitionbelow.Thewords app€arin order.
I smaladvantage...............
2 peoplewho slrpporta pan, especia
y by providnq money
Now do the samefor the words in li youaska c ent for too litte money(Lisually
by m n.k€),
new businesr<anfail'opposite. you lnera.
10 carefulyandcompletely 7 lf youuseyoLrrauthortyto relectsornebodys decslon,you
11 (infomal;ph?salverb)contin!ng to do somethinq
w thoutchangingi ng issmaler
8 lf youthinkthatsomelh or essimportant
than
12 (twowords)eo.r.elhtngthat ischeapbut couldhavebad t reallys, you rt.
Tesu t5 4.4 Readthe text about fran.hising,then answerthe
13 smalareaol a town
14 (f,^/owads) morcy rhat is usedto slart a new busrness
t Overseeand managerisk.
,r' Set an amual dn'idend.
Who choosesthe Board? In theory',jt's the shareholders.
At the Amual GeneralMeeting (AmE Annual Meetingof
Stocholders) the shareholderscan questionBoardmembers,
14
GOVERNANCE
6 COMPANYTYPESAND CONPORATE
Exercises
5.1 Underlineth€ (orr€rt wods in italics. Now do the samefor th€ tcorporategovernance'section.
1 Moneythata personor compdny owesis debt/ /abiltty 5 th€ qualityof belnghonestandhavng highmoralnanddds
Th€worddebts/ /rabtlites, whenusedin the pluralandin a
formalcontext.hasthe samemeaninq - but it canalsohave 6 doingthlngsln a waythatallowsotherpeop€to know
a widermeanng oi 'egal responrbiltiei. whatyou'redoi'rg
exactly
2 fhe wotdowner/ prcptietormeans thatyoulegallyhave
5.5 Makeword partnershipsby matchingone item from
som€thing anything. ThewotdownerI propnetarmeans
ea(h box. Thenusethe word partnerships
to complete
thatyouhavea busness(andis morcfo.ma).
3 f youandyourbusnesspartners all haveth€samerisks
at th€ sametime,thenyoudrrde/sharethe rsks.ll you delatletl legal ltnted non prcfit
separate the isks intosmaller partsor ditfercntcategor es,
thenyoud/v;de / sharethem(= spit them). liabllity aryantzation
4 A sharchaldett stakehalder/ 5toctho/d€rs someonewho
ownspaftof a br.rsiness, in Bit sh EfglishA shareholdet I
stakehalder / stockhalder s the same,in Amerca.Engsh. namecantellyouabout
TheletteEthatfolow a cornpany
A shareholder/ stakeholder/ sfockho/deris anyonewho has
an interestn the success of a plan,lyslemor oaganzaton. In the UK,a pivatecompany ha5'Lld.fter its name
5 f yoLr'rea shareholder in a company, theneveryyearyou (because oi the ' of itsowne6)and
tecevean incane/ a profit/a d dend pad out oi the a publiccompany hasPLC(standingfor Pubc Limited
company's incane / prcfiE / di\/idends. Company).
5.2 Readthe definitionbelow and tind the word in the In theU5.'1.(' {L.litedL,ab,'ty
Conpany) and Co'o'a'e
text. (lt appearstwice.) app.oximate to'Lrd'and 'PLC',altholghthe
equivalents
fforma,'ageneralierm for anyinstitution,
company, ? governing company formationrs
parinersh p, governm€nt
agency,or anyotherorqanrzanon diffefentin the two co!ntri€s.
whchexistsn lawaraseparate andcompete unit.
TheletteB'lnc'(meanng 'rncorporated')are
alsousedn
the lJS,aodtheycovera verybroadrangeof ofganzatons.
5.3 Fill in the miising letters, Theycanreferto anyI rhar s seoarate
1 f you'recompeteyliablefor something, thenyolJ'rci y fromils ownerssuchasa privatecompany,a public
iabe, c o m p a nay , .o osPorcl-D
2 f youle lablefor something in l.w thenyou'rele lly
liable. 5.6 CovereveMhing on thesetwo pageswith a pie.e of
3 lf youas.n ndvidua.reabelor something, thenyoure paper.Write down lhe fullform oI thes€abbreviations:
per allylable. CEO,AGM, PLC,LLC.
4 lf youmaybe abe for somethng,thenyou'repot |ally
llable. see page146for somediscussion
topics.
5 lf youkeepshares for . longt me,thenyouh them.
6 f yo! buyandseI shares, thenyouir them
5.4 Finda word in The Board'sectionoppositethat
matcheseachdefinitionbelow
1 waichthe pfoqressof sqmething io makesurcii'sdone
correcrytsupervEe.......
2 exiernaf rmsthatofficlaly examnethe financalrccods
of a companyto seeihat iheytetrueandcorrect
p.ysto
3 an amountof the profis thatthe company
4 moneyinv€sted
in a busness
dlu k
1tu6 oI r dt 6 ot lhfu;rt?"
The businessworld 1:
Global issuesfor the 21st (entury
Geopoliticsand the world economy
lvhat big-pictureissuesare likel\'to dotrlnate Management
andbusiness
geopoliiicsdrl the rLorld econotrv in th€ coming il.r3!iri ,!.i: ne<.!'.'r'rrh.idr,cJr tfril.l..1jLir;. th:r i.alj
decadcs?Here are somesuggestionsl I r e i : , r . !i < r u ? s . i i r i :2 : i r . : i i r n , l ? e . : i . . , r . rj .e r L i . .h . 1 o , , 1
The Browth of the BRICS
T h " q L ;{ o r \ o f t h . 2 l . r , F . r . f l . r h c r r ^ \ ' h '
Forme,branding anddesigni€ the keyiss!es. Customers
Brazil,llussia,lndia and China (plus the Middle East).
caneasityfind goodquatityandvalue-formoney attour
compeiitouoff€rthis. Tosutujve, youneedmorethanthis,
This is ccrtain io tr.nslaie nrto lncreasedgeopolitical
yo! n€€dbrandirq. Without a strorqbrard,youhaveno
tuflucnccfor ihesecountries
customer toyattyard no pncingpower.Ard tinkedto brandirq
The decline of the dollar is design- cusiomerswitt piy for desiqn.Thesearethe major
One ifrp.ct of thc prcrious trend is thdt the dollar in moderrburinesr,not costor quatjty.
batttefietds
will krseits statusns ihc l\'orld's r€serle curr.nc\:
Cent'!l brnks rvill hold fci{cr dollars,.nd oil s ill
be priced in i rangc of currcn.ics.But rLhai clsc sill
1r ourorganizalion,
findinganddevetoping tatentis going
h.ppen h the c!(cncv arca?Willa.onmon Asian or
to bea majorissue.There'sa dectinjng
birthnie,ardtlre
Lath Ame.i(.n c!rrcncv.tncrge? And what atroui ih.
incrcasedmobitityof tabourmeansthat workerscanchoose
nrternalconflio c tv c r t h c . u r o - s h o r i d i i b e s t r o n gt o
wherctheyworkandfor whom.Sotalentis goingio be in
fighi nlflitior or {'cak to heh exporters?
Andthats paticutarLy
shortsuppLy- truefor knowtedge workers
andcreatives.
Wewitl needto find waysto motivat€ thernand
(;krhl !!armnlg is hippc,rint Ho('.!cr, any srlulxu retairth€minside ourorsanization.
l " r l r , l , l l . r t r h rf r " r ( . . , . i . i r . , r . . tr . ., { r ' ' r ..
is likcly i(r trc rcslsidrl.DeYck,pnlgcouni.icsc.nl
rccus. lhc Ll.!ck)pcd nitions of h!poc,is! $cstc.n
In the modern workptace,
manaqinq diversityir goirg to
c o u n i r i c sh i ! c i l r c i d ! b d c ni h r o u t h t h e i , i i d u s b i i l
beconre increasinqly
comptex.W€vegatissresof gender,
f h a s ci n d D o r ! h . \ . l h d l u r u r ! o f t h i n k n l gn l r d u t ethnjcityard dge.Wetry to make equatopportLritieswork,
i'stnin.ble g()wlh. Dclolopnlg naltun! Llont haro
butwehaven't doneaswettaswe'dtike.Andnoww€have
newprcbtems oi muttjc!tturat
managemert across nalionat
bo.ders.Imaqine lhe probtems
whenteamnemb€rs from
' , l + , ' ^ , p ' ' , , r i ' - : , { r ' r ! p , 1 , \ \ .\ s " { . differentcutturatbackqrounds
hotdvjduatm€etings on the
lh.r.'s just ndt cnough lefi nr thc gnD.l. 5o supplv js webwithout th€charce to qetto kfoweachotherin person.
s]finlitlg. lso, dereloping nationsarc hungry id oil
- ld tr.nspo.t, nldusq, etc.So dcmand is risirrg.hrt
logcthcrfilling supplv an.l rising dcnrandaDd lou
Theissue thaiwelatkaboutmoreard morethesedaysjs CSR
gcl onc thing: much higher pricesfor the i.rcsccablc - corporatesocjatresponsibility. I'm talkingaboutfair trade,
theenvjronmertat impa.tof business,theeffecton tocat
Energy se.lrity and alternativeenerSy .o-1r ri'r'es. rs ainab
e devetoplear. tdbo..pra-riLe'
, d
Somccountdcsh.!e a lot ofenergy re$urces, others stuff tikeihat. Campaiqnsby activistscanaffectyourprofits
don't. And if you don't, you hive a nrajo geopoliticaI anddestroyyourbrand-
problen. li's calleddependenc\.Put this issue
bgether s'ith pcak oil, and it points in one dnection:
aliematile cncrg\. But sone g.een acii\ists are
In nra'ryindustnesa majorissueis the threatcausedby the
unre.listi. about this solar Nind, tidal, ei. can onh
Internet.Basicatty,if it canbe digitized,it canbe pilated.
nreeta lraction ofthe world's energl'needs.The one
lhe musicdndsoftware industries
havealreadybeerhit badty
technologythat might make a differenceisnuclear.
by this,the fitmindustryis nextandpubLishirg wittfottow.
And ihat, of course,is.onhoversial.
ShortagesoI otherresourcesand cofrnodities
The bad nerls continucs.As ryell as a shotage or
GeneratLy speakirg,qtoba[zation hasbeengoodfor bLsi]ress.
energy,{,e're also short of water (in China,Southem
But nowthereis a backtash againstgtobalization arnongst
Europeand the MiddLcEast).And as h,ing standards
the pubLic-Ihis is creatjngpotitjcatpressures
for protectionisrn
rise, $Ie'11
find that manv agricultural.ommodites
(eg ('heat, com, neat) are jr short supplv as well.
aid for tocatsourcing to protectjobs.ForLsthai means
reduced accessto worLdmarkets andhighercosts.
16
6 GLOBALISSUESFORTHE21STCENTT,RY
Exercises
5.1 Make phrasesby matchingan item from each 5.4 Fillin the gapswith a differentform ofthe worcl
in brackets.Th€ new form may be a noun (singularor
I geopotrca- ------\ warming plural),verb or adjedive.Somewords are not in th€ text.
2 .limare \ i.fhren.e 1 Glob. .'r!l!ll (warm)afdthe
/.1..r,..n1r rh6 0-,'..rrent
3 globa growth ore
change (threadthe planet
2 Green (.ctive)dndotherpressure
5 p€ak
groLp)d e be(onig inr'edr19y
6 green i , n { r , , o n . o \ , n r r o r 4 r m i nn . r h 4
(environment)
polici€sof argecompanies.
8 livng banlef€ld
3 G e n ec
9 pricing (controve6y),but many
10 decning developingnalionr see ii ar the on y way to ensure
1l knowledge continuing (grow)in agricultura
lpfoouce)
4 Ther governmentS (-"conomy)
strateqy
6.2 completethe beginningot ea<hphrasewith its ( n d ! s t r a l i z €T) .h i sh a s
isoneot rapid
supply
2 behungry
3 be in shoft 5.5 Completethe text about tair tradewith the words in
4 havea commonAsian the box.
5 prceo n
access gendet averyrcductQn pavefty prentun
7 in the coming
8 ior ihe foreseeable a v nuarmeerng
t hold Fairtradersan organr?ed
5ociamovement whichpromotes
I lor labolr,sociapolicy,
6.3 tind a word trom the section'Managementand environmentali5mandsu5tainable development.
business'oooositethat matchesthe detinitionsbelow. Key': ol faiftradeare:
Thewords appearin order. a Creatingopportuntiesfof economically d sadvantaged
1 goodquality(orquantty)in reatonto theprce p.oducersby payng a farfprlce.lt is a nfrtegyfor
l
reduclng
2 b e , _ g' a l h l - | . a { a y s 9 r . ' g , L p p o r l e Deveop ng produceB'ndependence by opening
3 p e o p l ew h o l s e t h e i ri m a gn a t o n o r s k i s t o m a k et h i n g s to newmarkets andbuiding
managemeni skils
(numanresourcetkeepsomeone ', SaJeandhealthyworkifgconditons.
5 the factof belngeithermaleor lemale . equality
6 caoabeof contnulnofor a onoiirneatthe sarnelevel e Goodenvironmenral practc€sandr€sponsib e methods
7 a stronq,neqative thatwa9prevbusly
reactonto somethinq Butlair tradehasitscriiics.People saythattoo muchof the
popuar pricepaidby consumeB goesto the
8 qettinga productor componentfromsomewhere retarlelsAndove'thelongtern f" r LrddeoperaLes asa
hidden7 .............. . li putsa prcefloorundera
..............................
commodrty ard theeroreencoJr"ge,3
Thiscaneventually leadio lowerpicesfor 9rowe6
Seepage146for somedircurriontopics.
The businesswofld 17
Managementstyles and qualities
Manag€ment styles Personspecification
Elerv ftanageririllbe different,bui oler th€ lears [Ihen bokinS for can.lidatesfo. a particularjob, many
mnnagenlentthcory has est.blishcdtluee broad categoriesof companiesproduceboth a iob specificationand a pe$on
specificahon.This helps recruitmentagenciesand/o. the
The authoritaIian manager human resourced.pariment to find s!italrle people.The
personspecrficationivill inchde the skilis nccdcd,cxpcrieDce
This personis strict,demanding,conh.nlng and probabh
neededand personalqualitiesof the ideal can.lidatc.The
ioo rigid in their vic{'s. Thev i.ke a krp do$r approa.h tsut
e\ample belorLshoirs the finil section,p..sonal qu.litics.
somestlff like this - thev kno$, qficrc ihcy si.nd and rrhai
ihcir rcsponsibiljticsare.Thelr jobs i,r clcirh dclirlcd
The consensual,nanager PERSONSPECIFICATION
Tliis pcrsont,clieles in consuliation,and in coachingand
menbrnlg th.ir shffto help thcn dcr.lop.Sllrordlrat€s Ski,is ond obilities
!suallv like this tvpc of manager,lrul thc man.ge na! lnck The idealcandldarewill be able to demon$nte rhe followlnt
vision and f.ril t() sln { lcadersh\r.
The handroff manager
This pcFon deleg.tcsc!.rl,d)lng, o, just l.ircs probl.Drs
n 1i h c h o p et h . t t h c ! t o . r L i ! . T h c v$ . i l l j u s t i l l i h c i r s t \ l c
. s c n + r o w . n e f t ( i c g n i n g . o n h l , l o v ( . d c c , s ( r n tso o t h c r Persono, quolitiet
p$Flc), bui slbordnlilcs q ill frrl r l.rckof guidincc ind gusinessknowledge
{ppo.l. Li.iwr bfts'ccn .olL.g!.s (.o $rfkc,s) $ ill Lrc The idea candid.rewill;
havea tood undeBrandiit of rhe market
An inTortnnl |oiDl is thil nr,rn.rgrnrcnlsh lf Di8ht rcflrct k€€p up ro date wth developmentsin the lield
t h e . o i l p i n v . u l i ! r f . s m u c h. r si h . f c r s o n n l i t \o' i t h e
i n d i ! i d u . l S o . rh i c r h i c r l c o n r p n f y s l l h . b ! r o . u c r . t 1 . The ldeal candidatewill:
d c c i s i ( nh . r k i n gp k ) c . s sw i l l s u i t o n c r v p oo l h i n a g c . O n be able ro rranslarecompanyrrarery into indtvidual
lh.othorh.!r!l, n dcccntialized.oDrpan\'lrhrr. kn!-lelrl b u s n e s su n i r o b j e c t i v e s
mrrigo.s cin i.rkc thc jniti.riivc will s!ii .ndthL'r be abe to balanceconf ctiig businessinrerestswithin the
We .lso ha!. to Nn.nrbd that Lliflerentbusnresssru.rurs
! v i l l ' r q u j r o d i l l c r n t m a n a g o m c nqiu a l i i i L ' s :
ortanizational ability
Considorthc nrlnagcr whd is nrethodical,slstem.lic.nd
The ideal candidatewill:
organizcd ls th;,t alw.vs a good ihnrg?Mavbe thcrearc
be a Sood adhinisrntor
sitlraliurs where it's bellL'rb be iniuiii\e and flc\iblc. or
be a good time-manater
ni takc dccisionsqui.klv uithout kno$ing ill the ficrs.
be conscentiousand lhorouSh
Consid.r the lnanag.r bho is. good tean pl.rvcr,
be a Sood team-boilder
co{pcratn'e hd supportjle.Is ihai always i good lhirrg?
\rlavbc thcrer.e situaiionshhe.e it's beiier tu \'ork on Relation to subordinetes
J . . r r s r ' b p , - ! - l l , n o \ . r t , .i l f . , . . l i \ , The ideal caidida@will:
havean abi ry to notivrte
Qualitiesor skills? know when to de egateand when ro refef upwards
Hcre is sonrethhg interestingio thinl<nbout:noticethat in keep tood inesof communicaliof
thc text ibole thoe is referenceto sivlesand quilities, not havean open doof policy
to skills.This distjlction is inrportant.Qualitiesare a part of
your.ha.acter and personaliiy- rher were presentatbnth or havean abilityto conrol and gve feedback n an
formed ea.ly in youf life and you s'ill find it hard nr change
thcsethings. Skills,ho('ever are things lo!.an lean like
how to speakanotherlanglage, or gn'e a good presentation.
The ideal .andidatewill:
Skills.nn be devcloped.nd improle.1 thJoughpracticenn.t
r\p, ri" Y. qu" ir .- n...h le\\ .n | . I r
be preparedro take rkks
fur ir" nin!. o. .o[r' dpr. lopTell dd ,. -""-. ho . F.
oe nones and transParent
be single-mind€dand determlned
be able to recoyer quicklf aiter a setback
suy carm under Pre$ure
1E
7 MANAGEMENTsTYLEsAND OUALITIES
Exercises
7.1 Finda word in the text oppositethat matcheseach 7.3 Choosethe bestadiectiv€from thosein 7.2 (both
definitionbelow.Thewordsappearin order. (olumns)to describ€th€semanagers.
1 expectinqotherpeopeto obeyrulescompletely 1 ll€'sundera lot of pressure
and ooksworredal theUme.
Hesreally
., 'rFed
-q . loLo vo-r .rre drd pne'g/ 2 Oncesh€'srnaded plan,shedoesn'tlikechanqng it 5he! a
3 involvnq theagreem€nt of monpeopenagroup; brt
democratic 3 He rkesto gel nvovedanddothlnqs,ratherthdnjusl
4 q vinqtra ningor ddvicefor a sperifcjobor tan ta kingaboutthemor makingotherpeopiedo them Hes
very
5 advisng andhelpingsomeone moregenerally
overa 4 Herdeskis so untidy papers t\ r€ay
everywherel
lonqertimeperod
6 exchange p€opl€sothatthey
of informaton betvve€n 5 Heproduces
compllcated
ruesfor every,thnq. Hs approach
workwe toqether r5very
7 wherep€opleandjobsared videdintomanylevelsof 6 5heshonestandopenanddoesn'ttry to h de any,th
ng.
rrnport.nce 5hesvery
8 takingactonbeforet's needed,ratherthanwaling unti
proDer.soeveop 7.4 Makephrasesby matchingan item {rom each
Now do the samefor the words in 'Personspecifiration' on yolr own and be sef-motrvated
2 know -\
9 ,ho^irg d ol o' rdre a_d allFnlor 3 work v s i o na n d f a i l t o s h o w e a d e r s h i p
1 0 n c l u d i n ge v e r yp o s sb l e d e t a l . n d . v o i d n g m E t a k e s
5 keep quicklyafter a setback
sothal yolJwill not
t1 wantingto do somethng verymLrch 6 give genera (rategy into rpecifc objectves
ng stopyou
et any,lh s t h ef i e d
u p t o d a l ew t h d e v e o p m € n ti n
t2 a probemthatdelaysor nopsprogress 8 vanslate fe€dbackin an approprai€way
seepage145lorsomediscussion
topics.
o.n.rr,ring time and work
@
At the plaming siage of a project the amount of work required cm look frightening. To make it manageable, you
need to develop d overal time 6ame (rinescale) for rhe prcject md a schedule (tinetable) to show the dates
oi times when individual ihjngs should happen. Hopefuly, throuSh Sood iime mdagement, you will be ahead
ofschedule.Anlyat as long as yo!'re on schedule,there'sno problem.What yo! definitelydon't want is io be
behind schedule.That meffi you be mder a lot of stress,md when you're totally sh€ssedout, your work will
suffea You nlight have to irolk long hours to caich up. And iI you're a mmage!, you probably won't get paid
overtine it's just cxpectedof l.ou.
Of course, it's not always your fault. There can be delays fo! all so s of reasons.ThinSs can take longer than
plannedbecauscof circumstances beyond your control.ln ihat case... well, deadlinesmight becomeguidellnes.
nrl'at can you do to improve your time muagemeniT Hclc are somehps:
Bui ofcourse you know all that, and you haYc alrcadv inplemented these suggestions. You use careful
time 'nanagement to plan your workload. You nclcr put off unpleasant tasks or lose concenkation. Becaup
of this, your work is stihulating and rewarding. You do elcrything h'ith calm and focus. At the end ot
e.ch day you go homc with a s€nse ofachielenent. You say to yourself,'The world is a better plaQ todav
because of what I did in my job.'Right?
Careerdevelopmeut
aarryingo!t performance
reviews
Rewardlng aclrevement DeveopingyoLrrsks and cornpeienc€s
Attendlng.onf€fe.ce5andsernnal!
Readingabolt rece.t deasanddeveopmente
ln yoLrrfed
20
A O R G A N I Z I N GT I M E A N D W O R K
Exercises
8.1 Fill in the missingletters. Please l€n workng daysfor deivery
1 5 Ldn week I 5x holrs overtme. They're
, Theprotectis goingv€rywe . n facl,we're qo ng to pay rn€tim€-and-a-half.
of schedule.Theworki w is orqanrzed efficenty, 6 Th s red y sn t important- we'Ll loo
andwe hdved bigwallch with ni m u c h t m e f w € d o I L e t s l u s te a v - ot
- -Ld
.o1 a,,!to.. rdFd_ /a.oLd
shown9 th€ d ffer€ntnagesof the prolectandwhat
€veryone shouldbe do nq I likeour team eader she aroundtwo weekson our pannedschedule by do nq t
hasestablshed thegeneraqu nes{orolr work, 8 | got distracted
th s afternoonl'l haveto
but she eavesit up to usto pr trzeourlaskson t me bystayng dte.t th,"olf ce
a d.y to daybasis. Of course, therearealways tonrghr
chd ngesto la €, but so far we'vebeen.ble lo 8 . 3 L o o k a t ' W h a t d o m a n a g e r sm a n a g e ? ' o p p o s i t e .
m t thosechalenges. lts a gre:l expeience.irnd
1 F id d word that s usedin lwo ways:
the workst at ng andr€w nq lts givenmed
a) a pan of how to spendmofey, and b)the rnoneyitlelf
rea 5 e oTarh ment.
2 F r n da i o r m . w o r dt h a t s l s e d n t h e f e l d o f h u m a n
r e s o u r c e1s0n e a n : s p e c i t ck n o w l e d gaen d r k l l s n o t h e r
words. knowledgednd sk k that are ls€d for a particular
t a s kr n a p a r t c ! l a rl o b
9 Appendices
22
9 PLANNINGAND SETTINGOB.|ECTIVES
Exercises
9.1 Finda word in the text oppositethat matcheseach 9.4 Rewriteth€ senten(esusinga verb + an adjective
definitionbelow Thewords aooearin order. from exercise9.3.Keepthe samemeaning.
1 a thoseDeoD e who havean interestn the success oi a 1 Wewill go abov€the tarqetwe hadar the beginnng.
pan, systern
or organizatio Wewili our . ........1!l!al target
2 (tuvawords)a cautseoI actionth.t youwill takeif 2 We wil go beow ouryeanytargel
som€thingbadhappens in thefuture .. we w -......... .. targel
3 b e l € f st h d t a r eu s e da st h e b a s s{ o r 3 n d e a .b u t w h i c h J w e d F ( r d F do , l c n ( f e p l . r f o r r l _ Fr e . . . h r e e) € r ' s
may not be correct . W€ decded to the ...
4 qrad!al changesor deveopments,tendences plan
4 Wew ll hdv€to stopour pl.nsfor thefuture(dthoughwe
5 (farmal)laws mlghtcontnuewith them ate,
andthinkaboutit
6 makespeoplenotcesomething Wewill hdveto
p|ans
7 a factoryor burdingwherean industriaprocess
taket 5 Th€issuethattheyw.ntedueto consder s very
pl.,e.. d dl rts'e.w n..h *.y
8 lh: g\ lrdl yourryto acqeve Therssue
thatthey s very
9 (n^7owords)phrase contexito
oitenusedn a business
mean'n thetuture'
9.5 Matcha group of verbs l-3 and a group of
Now do the samefor the 'conten$' pageopposite. adie(tivesa-<to the nounsbelow
10 predrction 1 arrange,follow,9o according stckto
to, revise,
2 achieve.failin,fu fil, meet,reach,set
9.2 one verb from eachgroup doer not 90 with the 3 .pprove,c!t, increase, plan,redLrce.
5tickto, subm1
noun at the €nd. crossit out.
checkany unknownwords in a dictionary pr mary,specilic
a clear,key,limired,long-tem,majoroverall,
1 cut, esttnate,tmplenent,rccovet aosls b annual,draft,fxed, limted, ow t ght,marketing
get holdof wthhold lnfo.maton c ambitious, y
busy,strct,tight.!1/eek
2 access, achieve,
'
3 cansi.let,keepopen,meet,5u99e5t opt ons objective schedule I I bldgel
4 be basedan, <atryaut, da, make researd
5 identify,mininize, quantift,rcach tiskt 9.6 Rewrirerh€ sentencesusinga verb + an adjective
6 boast,farecast, generate,5et up sales from exercise9.5.Keepthe samemeaning.
I At thispointwe justneedto decideour g€neraobjectives
9.3 Matcha group of verbs1-3 and a group of At thispoiniwe jun needto our
adie<tivesa{ to the nounsbelow. . ooleclves.
Checkany unknownwords in a dictionary ) Weri ,{ leep(o t'e sc'eorle- r_Fre.ony t-ste_o.gl'
1 achieve,exceed,fa lshortof, meet,reach
dealwth,d scus!,
2 carify, explore,locuson,raise,
iackle theschedule t5 very
3 conreup wth, go aheadwih, mpement,keepto, plt
3 | h.ve to givea provislonabudgetso thal they can makea
d e . i s o n .( i c a nb e c h a n q e da t e r . )
a ambitlous,contngency, deiaied,fve-point,long'term,
I h"ve to
nrategc, threeyear
realstic,
budget.
b ambitous, annua,high,nital.reaistc,sales
c basic,c€ntral,complex, vital
irucal,main,side,!nresolved, See pag€ 147 for some dilcussion topics.
Motivation
A survey by Kabsn
Consultlngaakedpeople
In a wlde |angeol Industry
sectoG whet medelhem
teel good al work. Here are
the resulis:
Exercises
I0.1 Finda word in the first two sectionsol the text
oppositethat matcheseachdetinition below.Thewords c h a n g en a fan-moving
world snl
appearin order
/wa aonls\[ ar t'e begrn-rng b Thissituationis out ol control It5 compietely
7 rhrcewards(he^holertJaton._olt-srorF padoI i
sansly
in an aclivity;positon
3 theway n wh ch someones nvolved a A lob welldoneg vesmea qreatfeelingof
howotherpeop€feel
undeGtanding b Myworkng condtionsareteribe. Theyrelun totaly
5 knowedgethat |5b.sedon feelings
ratherthanfa.ts
6 o vrnasomeone
morccontrclov€rth€irlifeandwork
a Shesgoodat separatjng d compexprobleminlo its parts
shesvery
8 results b On llrewrole. "greewill yoL
'10.2 Thetext mentions'praise,appreciationand 10.5 Readthe text about influencing,then answerthe
r€cognition'asbeinga part of motivation.which one of
theseis the strongestmotivator?
people.lts a hiddelsk.ll
I eadersdregoooarrr' renc,r9
L - vF y mpofl"rl orl ole1 rgro'ed lrlJercTg m€y
10.3 Learn€rsof Englishoften usethe word rakelhe iorm ol persuadingpeopl€to adopl theirideas
'sympathetic'whentalking about someonesuchas
inspirng peope to achievece ain goals, or crcating
a good l€ader Put a tick (/) by the detinitionwhich
matcheshow a native.tpeak€rusesthis word. Inlluencingrequires
a mixol interpersonal,
communicalion
1 friendy, n ce presenlalionandass€rtveness sk ls Andmoslimportanlly
2 wi n9 to understand someone3 probemsandhelpthem you need to be abe to adaptand modilyyour personal
1O.4 Makephrasesfrom the'Motivation'sedion ol the stylewhenyou see the eii€ct its havingon others You
text by matchingan item lrom eachcolumn. can'tlorceyour deason otherpeope - theyhaveio teel
(morivalor) acknowledged undefsloodandappreciated.
I posiiv€=\ achievement
2 neqatve \ 'eeobaclf'on yourbo., 'n ol vdlorr There'sa kindol buzzarcunda good nfluencer. Theydont
3 senreol recogn tion(demotiv.tor) moan,blameand complan. Theysee whal needsdoing
4 lackof experienc€swth colleaques(demotivator) andthensladtalkingto othersto lry 1ogel agreementand
5 company orient€dbu, n€ssword aclion-
6 physca
7 task' Finda word trom the text that meansi
8 f nancia I reach,succeedin gettLng
10.5 Completeeachsentencewith the corect form of 2 abrly ro e<pessyo-rrdeas'rr.rlly
a1dconfderly
the word in italics.Som€timesyou will needto usea
negativetorm (de-,ur-).
4 (infonal) Ieelingol p easureor excitement
a tb the. .. . ....................
company ln ihef eld \ , n f o . m a l l c o m p L a1r _a n a _ 1 o yn q w a y
b t3 the market
c SheshowedexceLlent ability Se€ page 147 for some discussiontopics.
of achevements probably
a Sense the numberone
26
I1 INSURANCEAND RISKMANA6EMENT
Exercises
11.1 Finda word in the text opposit€that matcheseach 11.4 Underlin€the correctwords in italics.
detinitionbelow.Thewords app€arin order. 1 Howmuchisth€insurdnce to /o, yourcar?
1 s€nsib€ andcare{ul 2 Doyouhaveinsurdnce forl to dnyoneto drvethe car?
2 "gdl 'e"oo's,b 7 fo 'on "t ,ng 3 Youhdveto takeout / rakeup buidingandcontents
3 st.rt a legalprocess
to get moneyfrornsomeone insurancedsa conditorol the mo(gage
4 Thispolicyprovid€s
insu'arceagan* / in favoutaf lotsal
4 torrnalprot€cton dgann lossor damage danrdqebyl up to €5,000.
5 We'vensureda our lT equpmentfor / wrthovera m lion
9 (phtasal
veb) gre noneydsthe resut oi an i.surance
11.5 Completethis text about risk managementwith
clam
the words in the box.Checkany unknownwords in a
10 moneythatsomeone recevesbecause oi damagethey
dictionary
Now do the samefor words in '8ut you cant insure plan damagelimltation escalation
contingency prc.edurc
a9ainst'opposite. exposu.eta lsk .enedialaction r6k.ssessmenfs
11 (rwowordr)moneythatw ll nevefbe colectedirom
Somecompanies havea risk-takingcLrlt!rc,whileothers
t2 (tatndlt ,tF ptatvF af obA),-g a taw want essI . . . . , B u tn a n y
11.2 Make phrasesby matchingan item from each case,the seniormanagers oi arcecompanies arelikely
to prepare regular'z
column.
rypicallool hereis a riskmap.Thishasprcbability on the
I be €oallv-\ for ihe dLfiefence
horzontalaxisand mpacton the vertcaaxis,Keyrisksare
2 trv to prole damages -'e p
\ \- bralstorn€d o-d lhenp ortedon tle rap ort19
3 a*a,d obtiged lo do soTetiirg process helpsto clarfythe risks,andthenleadson to a
4 be Liable
discuss on abolt riskmanagement,
5 take out
Someri5ksc.n b€ reducedof el minated,otheKwi haveto
6 take on
beaccepted. Forthosen the lattercategory,the company
thesmallprint needsto havea
j (= back-
8 check
up p an)forwhenlhinqsgo wronq.Ths coLr d involvesome
11.3 Crossout the item which hasa differentmeanin9 initialmeasureg
a5thesituationdeterorates,andihenan
LWneTemores€nor
1 ta dispute,file,put in, subnit a da n manage6 takeresponsibility)
f t turnsinto. crsis.
2 Ia neet,pay,reject,settle a.ain Andcrisesdo happen- managers
h.veto respond
to fast-
3 high,potential,seiout significant tisk
considerable, movingeventsand lake 5
4 Ia avaid,face,run, take a I tk (intendedto improvethe situaton)on ihe spot. In a wo6t
5 io asses'measuremnimize,weighup he $ks case$enario, thewhole thing just be.omesa
S e ep a g e 1 4 7f o r s o m ed i s c u s s i o tno p i c s .
Manufacturingand engineering
Manufacturing i o d a ! a r e l a p i n e s e s o . d s s u . h a s ' k a i z e n( c' o n t i n u o u s
Manufacturingis the transformatjonof raN materialsinto impro\ement) and 'kanban' (.heckinginventotr levelswith
fnlishcd products.It happ.ns h fachnies,plants (= large sinplc \ js!al signals).
.!ri\J 'ndnil./u.-d'or'f..i. .. ,-1p..e..- .'nJ Tljs n.r.approach led to a.enaissancein manufactlring alt
o\er the rrorld, and eloh.ed int.r modern-dayphiiosophies
The aud 'manufacturing'is oftcn associitedrLith indrsiries suchas Lcan ivlmfacturing and just-In-Tine (lIT) These
iike aukrs,ch.mi.als, non and sl..l. Thesen ustries,base.t areasar. exploredin xnit 16.
on nnss produ.tion, \rere.nrccnajor emplolers n areaslike No$a.lals ihe term 'nin!faciuring has. mlch wi.ier
Anrcrica's'RustBelt' (lllnrois,ltu1i.rr., \Ii.higin, Ohid and s.ope Ii nrchldesiercsp.cc, autonotne, biotech,chemicals,
England's'WestMi.llands' rcgiors.sso.irte.i lrith renliil! ck)ihing and fooiiveaaelectronics,food and belerages,
. vrilalrlc .oal, labou an.l nrland \1.{en!.rvs (=..nalt.ln the pater and printing, pharnaceuticais,plasticsand polymers,
perlod.ficf lhc S€condWb,ld \\hf thcscn rstriLs prori.l.d shipbuilding.steelin.1 textiles.
jobs ror lirtc numbersofbluc.oll.r ('orkers, sorknrg in
sennc, u,cll"pa1(1 jobs nnd trct.ctcd trt lnions. During E n gi n e e r i n g
t h € l 9 7 0 s f f d 6 { h t h e s en l d r s i i r s t r c c a r nucn p r o i i . b l . i n If. conlprni m.rkcsnrass-p()ducedprcducc, il s g.n.fally
A'tr.ic. fnd Europe.P(lluciior nrcthodsNerL.in.r€.singlv refered (r as a'man(f..t!ring (ompany'. lf ir's rcsponsiblc
ouklatcd, and this tr_peof hciv! n ustr! srLit.hedto othcr kr.oniflc\ projecis$ ith a high dctrcc ofcunomization, ii's
.ountrics, pa icul.r y l.if.rn. \ , n , , . 1 1 ,r , 1 1 1 rI r . i . . - . ' ,1, r r . n , , , ' n Fi . I n t L . ) .
l f l . ' p a ni f c $ a p p R D . ht { ,n r . n u f n . t u r i n E . n t r g . d I t h a d f r , , , I n i . A . i] n r l * , . n . , 1 .r ,. . , . \ . \ . \ . 1 , . , .. , ' ! .
rn.ry l.,bcls,brl T(rlotn l)r({lncnon Svn.nr rL.s thc nron b u l l d l n g . r n dt c s t i n gt h i n g s E . n i t i n c c rasr c i a s . i n i t . d l r y h o s ,
c o n r n o n .K c v c l c n r . f t so f t h i s . t f r c . c h $ c r c c l i m n r . t i o no f ind h'h! thnrgs{!.k.
!!.st(, (.jrci.g in\lnory k\ fls, .rnd incrcasnrtcfli.i.nL! r \ s i n \ t i f l f d b . . i k d o w n o f t h en r r f ! b n . h $ o f . n 6 i n f . r i r A
l h k { g h t h c s i n r p l i f i c i i i ( ni nr d s t . ) n d i , d i z i i n nor f p r ) . . s s c s
inLl p(,.odu(s. \4nny of thc c.r' .on.epts nill m use
comme(a aid res,deird bli d.!s aLtomobies anc.aft.heai ng aid .oo n! plast.spants pharmi.eltcr s
bf dg€s.rc.ds {AmE h,Bhwayt.dins sl3lems r.dun.alequpmem r.d ma.n n.r r agncutural
chehcals.loodproce$ne
28
12 MANUFACTURING
AND ENGINEERING
Exercises
'12.1 Finda word in the t€xt oppositethat matcheseach 12.4 Matchthre€verbs(onelrom eachcolumn)with
definitionbelow Thewords appearin ord€r. a similarmeaning.Theyare alltypical activiti€sof an
1 (tuvowardl na].uasubnances,
belorebeingmadeinto en9rneer.
somernrn9.. establsh
2 rcdsubstancethdtformson metawhen t getsold or wet
exdmin€- carryout
3 wolkng cass. ..... sup€tuse -qo oue,
4 organizdtions that repres€nt thework€rsin a padicular puttogether
industry getrd of
5 r o rr o d e ' F r o J g r o b P L . e f . l
bein charqe
of
6 a the t€msn onepartic!ar paceistock
manag-o
weqn !p
7 . I the thingsthata paaricular
sublectdealswith; range
worKng oroer
8 nformation intod fferentgroups
that hasb€ens€parated
In genefal, are the v€rbs in th€ third column more {ormal
Productionand operations 29
@,*o"afactory
Study ihe diagrm of m automobile plmt nd the notes that explain what is happening in the ditrerent
deas- It is based loosely on the Volvo Trucls plmt in Gothenbug Sweden, md some of rhe vo€abdary
below is speciJicto the automobile industry. (Check in a dictionary if necessary) The assembly line staits
on rhe left fld moves io the right, md veious assembly statlons along the line are shoM by small sqrares
i. Goo& reception:ircm heE in@mi.q good! are a. this ir wheE the Gbs (= the front pan of the
dinributed throuqhout the factory.Traroponto ttuck whee the drirer 5tu) are deliv€r€d,
the statiohsrak* placeeither by forklift truc& or they arive on a daily(hedulejon likeallthe
on conpute.cont.olledautonated@rie6that other comro.e.b Hee itemseuchaelhe @b
followmaondi. raik hiddeninthefler arelNered down usinqderhe.d.ran6. and
the ntte6 hake surerhar they dock
(= join tosdher) coredry. rhe/re securedin
2, Storaqearea:parls .nd olacewith bolls 6nd nute.smallercon@nents
componentethat dont 9o diE<ily .r€ .tta.h€d with s.res. ThefitteR h.w .
to th. a$embly line are stored rangeor 5panne6(AmEwenchet to help
here.Jbe.e ir no ne.d for a brge
wareholR a ,urtnn.Tine
method5me.n thar there is very
linle inlentory in the pla.t.
l.crori.'.a 3oppl.n.nr.d
with vadou <omponen$.
This particular factory is a very modem fac ity md rhe bur lherc h tll dlwdy5be some sea! and leal A simp e
finished hucks ar€ tailored to specific customei orders. lf rnechanical fault may be easy io fix, bui if a key piece of
there arc no problens the plani can achie\€ very high levels equipment is out of order then ifs a very senous problem.
of ituoughput perhaps 200 bucks .oling off the line every Delays are very expensive, particularly when there is a tuI]
order book and the plant is working at maximum capaciry
However sometimes the lire h6 io stop md the machinery The system rclies on regda. mainienance so that downtime
is idle. Of couse the mchinery i.sdesigned for healT use,
30
13 INSIDEA FACTORY
Exercises
13.1 Finda word in the text oppositethat matcheseach
definitionbelow.The wordsappearin order
process
1 largefactorywherean industrial happens
Theleverhasjanmed.
ltslength/ width / height/ depth/ thicknessis 30 cm
Its 30 cn long/ wide / high / deep/ thick Thepaftshare run aut.
Its 2 m longby 1.5m wideby 1.2m high.
Thepipeb 75 cm )n diametel Weneedta dismantlethe unit.
Theareaaf the cross-se<lian is 4 squaremetres Canwe lengthen/ shorten/ widen/ tighten/ laosenit?
Thevolune (capaciv is 8 cubicmetrcs. Gn we speedit up? Canwe slowit dawn?
It weighs2A kg - roundedup ta the nearcstkilogran. |t'swotkingOK,but now we needta resetthe machines.
lE wetghtis 20 kg.
shapes Now matchtheseverbswith the delinitionsbelow:bu6t,
1r5Ildt (ulad. sqrat.,.tKula,kaund).rc<1anquld. be iamned, run out seizeup, tnap off, wotk loose.
cylindrical,L+haped,shapedlike the lettet L. 1 not haveany more eft
2 breakofi with a short loud nos€
y
3 breakopensudden
Covefthe languagebox abovewith a pie<eof paper.
4 becomenot firmlyfxed
Now look at the diagramat the top ol the next .olumn
somethnq i5noppingthe parts
5 no longerworkb€cause
and fill in the missinglettersin the dialoguebelow.
6 suddenly
stopworking
see page147for tome discussion
topics.
Productionand opefations 3l
Procurement and purchasing
Procurement or purchasing? Global sourcing
T h e h o r d ' p r o . u r e m e n ' n e a n . f i n d , n 6d - d p - r c h r . . 1 B The related tem 'sourcing' neans 'finding and e\-atuatint
suppliesor equipment,espe.ialtythings th6tare difficulfto supplierJ.'Outsourcing'is subcontra.tjng$'ork to cxtcmaL
get'. The woid 'purchasing iside that definition is a formal companies.Iftheseexiemai companiesare in &other
woid foi'buying'. The job iitle 'purchasingmanager'is comio, then itt 'global sou.dng' (or 'ofishoring').
still used,altholgh thesedays this personmight be calleda Clobai so{rcinlj is conboveGialbecauseofiis impact onjobs
'supply chain man.ger'and
have broaderresponsibiliticsfo! - a lalge numberorproduction and back-ofiiccjobsare lost
soucing, logistics, etc. onshore.However,if the companybcconesnorc succcssful
asa lesultof its lower costs,ihen ne{ jobs (egn salcs,
Procurement
markethg, .onsulting,projectmanagcment)can bc crcated
Procurcmcntis a crucial function in business- it's p.obably onshole.And certainjobs arenearlv.lways belterdonc bv
the a.eawlt.€ costsavingscan be made most easily. onsholestaff thoserequiringcreativityand flcxiblc thinknlt.
Offshorccomte.parts tend to rigorousLyfollow instructions.
i Fnldhg suppliers:you may make direct contaci{ith
TM reccnttrcnds in global sorrcing havc beenl
potentialsupplicrs,o! you may lse public adlertising in
The mov.m.nt offshoreof lT{triven setuicesec(rs like
the fom of a Rcquestfor lnfomation (RFl),a Reqlest for
banking, tcl.communicationsand nedja (ie notjust
Qroiation (RIrQ),or a Reqrestfor ProposalGr-P).
I Baclground rcscarch:oncea number ofpossible slppliers
Ne.l.shoringraiher than offsho.ing,for lcasonsofpolitical
have beenfound, you need tu discoler more information
prcssurc,high fuel costs,logisiicsand mnnagcment
abort thcir product quality and also thcir track recard
fd insiallation,mainten.nceand warranties.You may
examnlcproduct samplesand perhapscarrv out some
Globalsourcing
Negotiation:you ncgotiateprice,availability,
customizatim possibilitics,delivery schedules,etc.
Benefits Drawba(ks
A contr.ct is dr.wn up. Bigreduction
in labour CompLexity of
!ulfilmcni: ihc supplier prepares,shipsand dclivrrs ihe costs communications between
prcduci. Any nlstallaiionand training is carned out. peopleof different
We often think of procurem€ninr a manufaciuringconiext,
Superior
seMcelevets
(eg24-hour cutturesdispersedaround
invohing all ih. items that go to make up the finished
support)
the wortd
p.oduci (ie raw materjals,compon€nisand parts).But ii Abilityto undertake
fxtra transportitioncosts
happensi'r every business,and includesihe purchaseot smaLter (prevjousLy
(ojl pricesaffectshipping
n wide l'ariety of goodsand serlices- f.on low value pjeces
unprofitabte) of
items like officesupplicsto compler and costlyiietus like :osis)
Extracosts(eg travet
Improvedaccess
to skitts
Proclrement is the areaof businessmost open b co.ruption: and livingexpenses)for
.ilher a backhanderfrom a supplier to a manage.as a thank Synergy fromworking offshoreworkersvisiting
you for being chosen,or.ollusion betweenthe two to falsify with a partner
pri.es, qualjty levels,et.. The EU has a very st icisystem of (eg a transformation
of
processes Issuesof securiwof data
.ompetitive tendering(= biddjng) io avoid theseproblems, business arjsing
fromnewideasandnew andprivacywhenother
aDd many companiesalso operatea three L'ay checkof companies get jnvotved
papemork. This involvesall invoicesand deh'eries being waysof wo*ing)
verified by a purchasingmanageathe accomts payable
depa ment md the plant manager
32
,I4 PROCUREMENT
AND PURCHASING
Exercises
'14.1 Find a word in the text opposite that matches ea<h '14.4Complet€the words by addinga pr€positionat the
d€finition below. The words appear in od€r. besinning(asa prefix).
1 a wr ften nai€m€nt of €xactlyhow much money In a business
context.we canusethe wordI snoTe
io
somelhingw con mean'in/from anothercountry', th€ word'? shoreto mean
2 tuvoward) ar oraanization3successes
andfailures
over 'in /frcm vourown country',andthe wordI shoreto
time rcferto a countrythat s geograoh
calv clos€to yourown,or
3 extendedperods of iesting to a regonor yourown country
4 suppyingthe thingsthai hav€beenord€r€d
2'" group:
-
{u l i , t r o l \ . \ i , t r c r ! ) , \ r i l r a g . u u , r i r o . , r ' s r n g c u s i , , sI T .
T I i r n r h r l ( 1 r h c r b i l i s r , d . r k i r ( . t r ) i\ n r f u n s i r .
lri.'\JI,,,-,r,i'.,Ir,|
{rl'
"|''|,,,
I r . i r i . . . rt i . r , - , ,
$ pur.hr\ing,trd phlr Iul.rg.n!!rr.
mrnull.Lu.r ( ithd lreuu*, (n
.Ntonlel l cluD{. o. ofe|\kl'li.rl
rt'l'l\
.ll]tll lr itrr,,lr.srcl,onl olnrcxtrsol urr'\txnr: rn. (,ring\Ila:ial
inlrnkr\ rr ih..craileB. or ourl^rcd c.r-9,, rnln,e\)i {r'r (rLjdr .onrnrerl {ar k..l op .D ftrp .l
mo.lur(lin: rhar .rtr ,r) 1(rrg.r \.lll. . r c h o r l t , ) r ' o i . l ( u n \ , o . r r ! . L \ \ s i r hl n i l . N ) j i i l ( | \ i n g
N r g o n s/ ' I i e i g h t . r N ) .
i, lt iD\olves ,doidiit{ irenr\ fiun onc Dexns ol taDspoi
andlo!.ln,gonioarod,er'lhn.aD bed.disLribuLion . It inrohcs ! (le.i\n,r rrlr.ther or not ro rs. i tl,'r{r
..r!e of a \{f.ho!\e. Tl,e.c rf. rlrrc. posibir'!es: par$ logisLic\ l,unl.f (ilPL). These (rnpr.n s pnnj.k.
nt.gnred pi.k-rDd-pa.k- rearhousilg and.lis|iburn .
Hub and spoke corsolidation Deconsolidatjon th.r can al$ a.t xs fonrar.ling igen$ r) handlc \hifpn,g
tr'lat-pr.tt aG A nxetf oi {.aLl.l
b r c l q n t] n t a . . e t . r p m e . l Ja / .
.e.talla.atian ..nbinetli.taane
antl then 'ofted 1.t l.tgpt shtDnent
.leli@tyta. raiet|) l.t e.onant af
at detnnatbns t1.'span
:i@."@
l+
15 SUPPLYCHAIN MANAGEMENTAND LOGISTICS
Exercises
'15.1 15.4 Completeth€ text about logisticsusingthe words
Find a word in the text opposite that matches each
definition below. Th€ words aDDearin order. in the box.
I dt an eaner stagein a process
balancing ensuting forecasting handling
3 groupsof thingsthat aremade(ordealtwith)together seleding watehoustng
-ffi
1s.2 Readthe definitionsand .ompletethe examples
with one of th€sewordst.argo,frcight.
1 goodscarriedby shp or alrcraft[+ ofl ::=-;-4-
Ev.a"..lple:
a shipcarryinga ot ail
2 qoodscarriedby shp, tra n or a rcraft;ihe system of movlng
rneseqooos
Exaraple: ...................................servltes
15.3 Make phrar$ by matchingan item from each liiir
##il
2
3
s!pp v ----\
f nished \
f na
:*L
'
,vl,
4 logistics aqent
5 d nr bulion qoo0s
6 forwardng 1b,rJ,t bt $e bB naw, "
Pfodudion and operaiions 35
.*" production
@
The Toyota Production System (TPS) Just-ln-Time(JlT)
TPSis the basisof modem manufactuing. It was developed In is a closely related concept. Here, paits and components
at Toyota at the end of the 70s and during the 80s, but is now are delivered orny as they're needed: at ihe iight time, in
used right acrcss indsiry T"S focuses on two thinSs: adding the righl domts and in ihe ight *quence. Delivery to lhe
value and eliminating waste. Value is defined as any item factory gate should be Jn, as should delivery to individual
or fealu.e for which a cstomer is willing to pay- Anything work stations on the assembly line. The aim of IIT are:
elseis wasteand has tobe removed.TPSidentifiesseven minimizing inventory produong item at a rate set by
the customei, eliminating any urnecessary lead time, md
1 Overproduction: ploducing too much, or too soorL or too generaly optimizing the flow of materials from supp[ers
quicll).O\erproduction i \ m i t u m r / e db y u s r n g a ' p u U ' through prcduciion and up to the point of sale of the
system; this meam ihat work isn't performed unless the
part is required downstream so in the end produ€ts are A1l of theseideasare r€cycledin the modem concepiof'lean
made only as a dirst result ofcustomer activiry. production' (lean= with litde fat).A leanmanuliactureris
Materialshandling:inside and outsidethe plant- constantly tryin8 to leduce manpo'vet materials, money,
-t Movement;performing task manually thar €ould be machines,time, space,mjstakesand effort.
53. Shrre
Oncethe workareahas
beensonedandsetin
order,cleanit up sothat 54: Standardize
everythingshineslClean Createclear,s mpleand
52: Set ln Order the areaitsell,aswellas v sualstandards for 51-53
arrang€everythrn9 equipment andtools. Example1: shadows on work
in a neat,tidy.nd
surf.cesandinsidesiorageboxes
showwhichtoolsshouldbe where.
Example2: a re-order card(calleda
'kanban s attached to an iem and
)
pa(edsomewhere afterihe item
S1: Sort is used.Thisgivesa vsua
Review
everything signalwhena newltern
is needed.
separarng
wnai rs
neededlromwhai is
not.Removeanythnq Pdnciple:a placefor
everything,
andeveMhingin
|t5p|ace
55.sustarn
Keyideas:discipline,
simplicity,
pride,standardization
and and mprove51-54.
repeatability
36
16 IEAN PRODUCTION
Exercises
'!6.1 Find a word in thetext :6.: Fill in the gaps with a different form of the word
opposite that matches each
definitionbelow.Thewords aooearin order. in brackets.The new form may be a noun (singularor
I r oaord i -" ^f"-r a -dcf -e r(- ^o.rgo. b"r1g p l u r a l ) ,v e r b o r a d j e c t i v e .
!sed I T P Sh a sh a da b q m p a c lo n ( ndlstry)
2 the cont nuousrnovementol something processes rn mafy secroEor rne
( e c o n o m , :G ) e n e r a l yi t, h a sm a d em a n l f a c t unr g r n u c h
r r d . i , r Lo ^ " r o ^ l p . h , q . - : d "
4 m a k r n qs o m € t hn g a q a n 2 l i i s r n p o r t . n o m a l e . d e t ae d
5lrynqtoavod(orprotectaqann)futuremstakes ( . n ay z e )o f w h c h i e m s a n d f e a t L r r easd dv a ! e , a n dw h c h
d o n i T h e r e3 n o p o n t m a kn q
6 t a k e nt o a p l a c e( e qh o u s eo, f f c e ,f a c t o r ya) n d g v e nt o ( m p r o v e )f t h e . l n o m e r ! n t \ , ! i n g t o p a yf o r t h e m
I n . bad y rln fartory.m.ny proc€ies are
7 (rwo worctl time that mln be a owed for .omp et on of (\,v.ste)afd eves of invenlory.r€
ar operalon or process
8 a lhe workersthat are neededto do a p.rticularlind oi 4 w th lll (de ver)to the fdctoryqate or
(assembe) l ne rsrnddeon y wlren
9 I n c r e ansg g r a d u ay
Now do the same for the wo rds in The five Ss opposite. 1 r. it Comp lete th€ text about the 'Theory of constraints'
, t t r a c t Naep p e a r . n c eprr o c l u c(eo r r e l € c l )
1 0 h d v ed b r i g h t a with the words in the box.
rgnr
I 1 t h n g st h d t y o u h o d n y o u rh a n da n d u s e1 ( )d o . bartlene(k btan.h .ustamrze.lshape straight
rub-,rsr€mbrersynchrannatian
12 (two wotds).anra netswhere th ngs are kept unlrl they re
t t,l + t l- -t
15.2 Make phrasesby matching an item {rom each t t l , l t a t
t r t t t t t t
I add wane (irom a process) The'Th€oryof connraints (TOC)s anoiher
approachto
2 bew rno . 1 a ! L( m . n u a v r marntai.ng fow in prodLr(tonA constra
nf 5 a
3 delv€r v a l l e( t o. p r o d ! . t ) Lna syslem something
that n ts
po o r o r o .o J q d ' a f ( l e ' o 1 o 9 , "T. O C d . a " , r r , " a r o "o o r ' b e o l a ' r r
5 makesure 1op.y lor someth
n9 ayo!1s,where th€ productron nes nsde the plantare
s o m e t hn g d o e s nt h a p p e na g a i n a r r a n g e dn t h e l
t h ea l p h a b e(t, A , V a n d T )
(us,nqI T)
nventory
8 clean|]p ( l s i n qI T )
thefow ol mare.alq A n - p a n l s t h e s m p e s t H e r e t. h ew o r k i s d o n e n d
9 errorproot m.t€ralr(nsrde
a plano lineTheconstra
nt s smpyiire
1 0 h a n de t h e e q up m e n ts o i h a t l s h n e s s o w e E ot p e r a t i o n
a synem (by rlgorols analyst
Next s an A-ptant Many i
a kanb'n cdrdto an (em
convergefor a f na assemby. Here,the probem s
'
, w i t h c o n v e r q L nnqe s a r v n q
Ao [o [€t
T I
W i h a V p l . n t ,o n e r d w m a t € r a s m a d ei n t o m a n yt n a
p r o d L r d sH.e r et h € p f o b l e mos c c u ri m m e da t e y . f t e r t h e
o
Go divergen(epoint any operaton along one
" ol rhe V can rob (= srea) mdreral
me.nt for lhe olher bfan.h.
Finay, we havea Tpant A nLrmberof baslcunitsar€
producedon . ne and then 7 at the
end. Ihere s a wide vari€tyof fin. producis Th s type of
plantcomb nesthe problemsof rnorr of the othe6!
BrI,LACD TOOLS.{}'tDlt IJSD
s e e p a g e1 4 7 f o r 5 0 m ed i s c u s s i o tno p i c s .
P r o c l u d i oann d o P e r a t i o t s 3 7
@ o"",,o
What is quality?
The word 'quality' has m everyday rneaning ihat has to do
with features,reliability,performance,durabiljty,aesthetics,
value for roney and conJormanceto requi.ements. It has
more specific freanings, palticulaily those in the next few
Qualityisnt fr€e it comeswith a cosr But if mereare no
qualityprocedur€s,thenthe cost is muchhiSher:continuinS
Quality cohtrol and quality assurance probl€mswith the product,a lossof confid€ncein the brand,
Quality controi is aboui detecting defects after they happen. and Gwer sal€sas a resulL Here are just some of the ways
It invoives random samplirlg, spot check, inspechon and tnat compani€s hav€to spendmon€yand dme to ensure
A variety of approaches
'w
As can be seen,qualiry is a topic that occursunder ihe
umbreUa of many differcnt philosophies. This is good
Timeis neededto process
customercompaints,
news for the alrny of coNultmts called in to explain and
to processcunomerreturnsto dea wth
implement ihe latest mmagement fad. But certain things are
warantyclamsandto handeprodLrct rccalls.
common to all ihe apprcaches:measuringand systernatizing
processes;reducing lariatior! defects and cycle iimes; and
employee involvement md teamwork.
The differences beiween the approaches (and others noi
mentioned aboee, like Six Sigma) are related to which tools,
chsklists, measuremenis md training they lrse.
38
I7 QUAIITY
Exercises
'17.1 Finda word in the text oDoositethat matcheseach 17.3 Makephrasesby matchingan item lrom each
definitionbelow.Thewords appearin order.
is particularly
1 thinqsthata custom€r iniercnedin; selllng
2 spot lilst t me
2 a s t n q ao n g t m e 3 zerc
expect
: ffhreeniordr)beingsimlarto whatcustomers 4 right samplinq
5 results
4 t.frng occasion.smaI qudntrnes
for testing tir.e
(haowords)examinng a process suddeny,without
8 cycle
warnng 9 warranty
mdteralrthat areleft aftera process
andhaveno use 10 product
Productionand operations 39
Sales
What salesthinks about marketing! Visibl),well prepared,orgdized and well,prescntedto
Salesconsultanisi{ill quickly tell }'ou how fteir job is inspire confidencein ihe oiher person.
different to markeiing.They'rethe oneswho hale dnect Reliable(eg fiey phone backwhen they say they aili).
coniact!'ith the cusrome.s,ther,re rhe oneswho reallv llexible (eg tiey're able to respondto changinScustomer
know what is goirl8 on in the market,and of coursethel"re needsand offer tailor mad€ solutions).
l l r no n p . w h ^ I \ . * r t L t h e i n \ ( u r i n o I - t e . r : r l - e r ,a - d Ii is an oldjashioned clichaio think of a frodern sales
commissions.Thc marketing guysjust sitln their officeson consrlt.nt as behaling like soncon€ who s€llssecond-hand
fixed salaries,drcaming !p fancvpromoiions,or rhinking of cars.Thescdays an aggiessivchard sell verv rarely rvorks.
ncw prodlcts thai later researchrvill rell ihem no one $ants. Custoncrs rvant to be helpcd to make their own decisions,
tl only the niarkcting guys spokc to ihe salesglys more not to be pushedbeforethey'rc ready The bor below gives
ofien, the busincssworld do so much better. someidcas for modetu salcstechniq{es.
Thereare a \arietv of meihoclsio closethe deal:a cli.eci
What qualities does a salespeEonneed? reqresi,a com'nand,a reierenccto an immediite gai., fear,
A salcspersonneedsio be: presentingnltcrnatiles,a suhmary and finally sinply an
Knowledgeable (of Urecusiomerand tlrcirneeds,of rhe assumptionthat ihe customeris toing io bry (iebehalin8 as
Productsbeing sold,and ofthe indusrrv.nd iechni.alarea) if ii's true cycn though the cuskrn.r hasnt dchrallysaid yes)
Solestechnigues
Gene|"otpoints D,ficrcntate
f , o m t h e . o m p e !t o . w l h o l t o p c n y k n o . k n g
Exercises
18.1 Finda wod in the text oppositethat matcheseach 18,3 Techniques 1-7 are all ways of closinga d€al.Match
definitionbelow Thewordsaroear in order. the techniqueswith the salesconsultant'scomm€ntsa-9.
1 expensve andcomplicated 1 DnectrcquestI
3 lmmediatega n
Now do th€ same for the wods in 'sales techniques' a Fear-
5 Alternatives
t l
3 a r€lationshp in which peoplelike, undeEtandand respect
€achother 7 Assumpton i
4 fnro words)somethingth.t helpsyour companydo better 'lf yougivemethe go'aheadnow.thenI canhaveit up
5 wr ttenwods, I kethe onesthatactorslse andrunningwilhina week./'We havea speciaofferthis
'Wehav€themin stockfor immediat€ deivery,but you
wordsusedby peopein the sameprofessionthat a.e
d iiicui for oiherpeopleto understand knowtheytesellingv€ryfast.'/ 'Lfyoucan'tgivemelhe
7 crticzing go-ahead today,the deliveryt meyouneedi5goingio be
8 accepithat something€x sl! difficult.'
'Riqht.letsget thisorganized.'/ 'Letme havewrtten
18.2 Mat.h th€ techniquesl-8 to the salesconsultanrs confirmation assoonasyo! canandl'l startthe ball
rolling.'
1 Responding io the cunomerbneedsi! 'Shallwe go aheadT'/'How mLich wo!ldyoulike?' /'When
2 Sellngthe prceby showinghow t canbe dividedinto shallwe stanT'
smalerpartsi I 'Areyoumoreinterested in the regLilar
modelor the
3 Showinghow a featurehasmorethanonebenefit executive modelT' /'Do youwantto schedule thisfor th s
4 Seln9 t1e p'ce by showi^ghow roney canbe saved monthor nextmonth?'
5 Se ng the prceby offeringsomething extra: 'Yes,I canseethatthisi5goingto wofk reallywellfor
6 Saying somethng whenyou'reunabeto givea tarloFmade you.'/'OK,if youh.veno morequenions, I'l lustgetthe
soutionL , papeNorkfrommybag.'
7 Acknowedging an oblection l 'So,th s solutiongivesyousomethng thatworkswellwth
8 checkingundeGtandinq i yourexisling equipment,is easyto install,andg vesyou
'BecaLise yousaidthattimingwasimportant, significant Canwe go ahead?'
costsavlngs.
let metake
that pointnext.'/ 'Yousad earLie. thishadio be cost' 18.4 Underlinethe @rrcct(or most likely)words in
effect ve,so.,,' italics.
'ls thatc e. r?'/ 'Wouldt be usetuto giveyoumoredetail?'
'Thi5 I So,ii lookslikethissolltionworkswellfor you.Sh. we
hasmultipeadvantages.'/'This willalsoirnproveyour ga in frcnt / ga aheadl
exsting...' 2 We canhaveit up andrunning/ up and gaingwithna
'Yo! knowit wouldcosta lot of moneyto do it thatway,
andyouwouldlosethe exceptional valuefor moneythat 3 ldon't wantto knock/ c,Ucthe competition, but this s a
you?egettng here.' mu(hbetterproduct.
'Yo! getthisplusth s.'
'Yo! canspread 4 Thisisthe actua// /atestmodel.
the costsover...' / 'Theusecanbe shared 5 Yourc lucky- it'slorsale/ or ialeth s month.We're
by differentdepartments.' runnrng. sp€carpromoron.
'lt will helpyouto reducecosts.'/'Thisw ll eliminate the 6 Yes,the on€in the shopwindowis for 5a/e/ on sa/e- yo!
'Yes,thatscerlainly something we needto review'/'Yes, 7 Inthe weekbeforeChrstmas we usually
seeveryhlghsales
thais a fair point.Letrnegiveyousomebackqround to valumesI quantities.
explan whywe do it thatway.' 8 NorthAmericacountJfor / accaunts
for 4AoAaf orl
Seepage144for somediscussion
topics.
Salerand marketing 41
Customer service
The phrase'customers€rvice can refer to pre-sales
(eg enquiries,quoiations),sales(mit 18)dd post-
sales(eg order pro(ess g, rcturs. complailts.
warranty.laims). The phrasc'cusiomersupport' is
usuall]' limiied jt$t io posi sales Litire
lhings that mare a BIG ditlerence
au{orn"r -en 1" .i.et b-rress ru.lion fidl b * ll customershaveto wait,olfera drink,magazinesand a
ofien overlooked.In an agewhen nanv compciing comfortablechair
goodsand sen'icesare very similar ihc qualii] oi
* Be fiendly: use narnes,rememberpreferences,send a
customerserli.e can frake a big difference.Cood
cuslomerservlcecan lead to .cpcat busin.ss,i{hcrcas b nhciaycard.
unsalisfiedcustotuersiell all thcir fricnds. Ir thc box P.ovde somethng kee: coffee,biscuits,pens samples.
oppositcvou will find some tips for tood cusiomcr Alteran expensv€ pLrrchase, lo low Llpwith a quick cal
just to checkthey re happy.
Customerrelationship management Providea ife tiraemoney-backguaranleeA most
(cRM) no-oneactuallyreturnsproducts
Cusktncr scrvic. oflen makesusc ofCRM softw.,c. Rernernber to providean FAOsectionon yourwebsite
This albws ihc comp.ny to provide a unified face and sa es lrlerature.
io thc cusioncr regardlessof their.hanncl of
Dont give cuslomersthe run around:il yolt can t
.onmunicition - ielephorle,cnlail, or facc b fac..
personalydea wth somethng thenstaywth the
Thc cuskrmcrlray h.ve ar injtialenquin, an ordct
d r a , r c n d h c n tt o . n o r d e r a c o n f n m a t i o n
ofan ordet
customerwhie youhandthemovergracelully to a
i cancellationof an oRicr,ar enq!iry alrort dclilory co reague
dciails, an ific. s.lcs cnquiry nbout lsing th. pr()d!.t, Rememberihat Ihe thing thal makescustomersmosl
or. conpl.i'ri Wiih . good CRM svsi.nr ii makcsro annoyedis whenlheyle passedfrompersonlo person
diff(rrrcc - in o!c.y cilscihc dri.ils willg.t loggci on the phone.Takeresponsbi ity.and it you can'l dea
n) ihii inv nlomborof staffcrD imm.diatclv s.. wiih I, lhen say you I caLltrem back (Youmay need to
"
tcoftl of ih. c.sc.lla!ing this nrfnmation nrsiaDtly
reter I upwardslo yoursupervisorlor a dec sion lirst )
.v.i1ablo on-scrccnis a huge advanlagc.Whilc lalking
tu a cusbmcr vou knoh, which prcducis ihey ha!. \,4akespeciliccornmitments: not. We I gel back to you
bought bef.nc,io what v.lue, hor! thev paid, etc.You in a coup e ol days, bul 'WeI get back to you by spm
ci'n also seea rccord ofBhich quesinnrsthev hare
asked,whether they h.ve ever ade a .omplaint, and
ifso how it was rcsolvcd. Don'tlorgetyour existingcustomers
Active listening * Oflerthem a bulk purchased scountin the future
Akey skill for customerscrvi.e st.ff is actile * Get lhem to upgradetheirproduct
listening.This means: * Evefytime you ship a product nc ude a flyer catalogue,
:i Use ihe other pe$on's name.
spec al offer,etc ns de
I e r ' h e c u s l u m r, p \ p l . i n r h e - : u e a n d p a v t u
. , l r e n l , ^ n\ h l e r h " y ' n . f e J t I n B .D ^ n t i 4 e . r u p , . Haveperiodc promotionslor'preferredcustomers'.
exceptfo. .1)clarificationquestionsand Invitecustomersto an event:it cou d be a product
b ) o . a - n n J l b r e f' u r r n . r i . - . l - e - e - - n r , r F - demonslralionor seminar,or I could be a soc a eveni n
show you're lisieningand are on common gromd. an ad gallery/ historic
buiding/ interesllnglocaton.
,r Make wdtten notesofley points.
' ff thereis a pioblen, rcsistthe urge to argue, Havefrequent-buyer programs,and mai frequent
defend of excuse.Apologize sinceielyand buyerswith a periodicnewsletter
a.knowledSeany inconvcnience.aused. Ask your customershow you can improve.Use
;. If the conversaiionis face-lojace,maintain good customersatisfactionsurveys(and provde an incentve
. r e . o n r . II d n d d r ,o p e - b o d y p o - . r Fr i p F d n i f g for them to be relurned).
slightly torvardsthe oiher person).
42
t9 cusroMERsERvtcE
Exercises
19.1 Finda word in the text oppositethat matcheseach 19.4 Makephrasesby matchingan item from each
de{initionbelow.Thewords app€arin order.
1 ente€dasan officalrecord 1 body-----_\ customeE
2 channel \ grcund
Now do the samelor the words in'Customerservicetipt' 3 (ommon information
\ -':
4 on-scleen posture
2 (phrcsalveh)
askyoutbossto dealwith an issue s p€fered of communcauon
3 prcmises
to do sornethrng 6 prc-sales
(twowords)whenyoubuysomethinq
in laEeamounts 7 bulkpurchase guaranree
8 money-back enquiry
5 advertsement printedon paper;small
of announcement 9 satisfaction
19.2 Makephrasesby matchingan item from each 19.5 Fillin the gaps.
1 Thewonds'goarantee' and'waffanq/'haveverysimar
1 'olow -p _---\ guarantee
a rfe-tirne meanangs. Howevera !suallyhas
-'- a timeperiodthatcanbe enendedandthe word s
2 provrde a purchase with a qurckcali
3 be passed anyinconvenience caused usedin bothAmerican andBinshEnolsh,wh-a'eas a
the urceto argtie is more
oftencannotbe extended,
5 include specificcommitments commonin BritishEnglish, andcanbe usedwith a more
'a
6 log irom personto person abstradmeaning 0ike promise').
7 resst a flyerinsideeverypackage 2 FAQstandsfor Fr
8 acknowledge detailson a cRtVsystem
asksyooto do somethlng
3 lf a customer andyouavoid
'19.3 Completethe s€quencewith lhe wordein the box. givingthema definiteanswetthenyou'givethemthe
| --a_ . _d'(infottal).
a canplaiht ah initialenquiry infomation
an invoice(withfre goodl an otdet theorclel 19.5 Comoletethe deflnltlonswlth the words in the box.
thepayment theNobbn a guotatan the quotation
expectatons expeience feedback layav profjle
requirenenE satisfaction suNey
'I customer = thefeeling
thata customer
getswhen they?ehappy
2 customer = whena customer
always
bulsfromthesamecompany
3 customer = nforrnation,
advice
or
criticism,
deliberately
collectedfromcustomers or g ven
informallyby them
4 customer = a setof questionsyouask
to find out customers'
opinions
5 customer = whata customer feesand
remembeE thevhavereceived
aboutthe service
the goodsand
receives = how peoplethinkthey
pays shouldbetreated
customersaccordingto age,llfestyle,eic
8 customef = clstomer needs
Salesand marketing €
What is a market? What is marketing?
The phrase 'the French market' is jEt another way of saying Mdketing begins wiih 'the fou Ps': produ€t, place,
'lhe population
of France', but marketing professionals rhinl promotion dd pri.e. These combine to form rhe lrEkeiing
of a mrket in a more specific way. The whole population of mix for my one product or serice. Elemenis of'the four Ps'
a comtry cm be broken down into market segm€nts. are shom in the table:
In a B2C (business to consumer) company, customeF cm be
divided according to:
o Demographics: age group, gender ethnicity, . Features and associated a Retailer
income,oc.uparion.socialclass,maritai slatus.
. Psychographics: pe$onafity, attitudes, lifestyle. . Branding (ie product . B2Bdistributor
i Geog.aphics:natio.al or r€gionatdivisions, identity)
city-centre or suburban customers. . Packaging (eg *rer€ nay
i Bercfits looked for by the customer: price, overall value, be a bag inside a box)
sPecific features, image with peerr eas€-of-use,se(ice, etc. . libel (eg printed
o Current purchasing siruation of the cusiomer: brands used on the package)
now how and where purchas€d, how and when used.
For a B2B (busineEsio business) conpany there may be oth€r
factors. For example, a B2B company needs to know the typ€ . Advertising Extemalfactors(e8
of c$tomer (eg manufactur€r, relaile.), the industry group of . Salespromotions (eg ehsnciryof demand,
the customer (eg toy manufacturer or clothing manufacturer), special offers, discounts) customerexP€ctahons,
their slze (eg salesvolume,number of retailoutlets),the competitor'sproducts)
ownership (ie pfivate or public)/ etc. B2B custoners are less
interested in image and more hierested h ihings like ability
(e8profit required,
to me€r changing patterns of demand, consistent quality, Just- mark€tsharerequired)
ln-Time delivery, etc. They're also reached in very different
ways suchas tlade showsand by kavelling salesreps. As wel as'thefouI Ps',the term'marketing'also includes
marketingstrategy.At its simplest,this includes:
Who should we target? . Analyzhg the busin€ss€nvironmentusing market
once a conpany has decided how
to segment the market, it can then . D€velopingnew productsand new mark€is.
do any one of the following: . R€spondhgto extemalforc€s:the economy,activity of
. Target the mass markel the competitors,innovation,cultural change,etc.
'The four Ps' arecoveredin moredetail in the next fou
comPany tarSets one rarSe
market with a single marketing
sbategy This was popular in
the early days of ma*eting
(eg consurner products in the
50s and 60s),but rew compmies
today view this option as
Exercises
2O.1 Finda word in the text oppositethat mat<heseach 20.4 Compl€teeachsenten<ewith a word partnership
definitionbelow.Thewords app€arin order. from the previousexercise.
I separaiepartr 1 lf the governrnent thenprc€saresetby
doesn'tinterfere,
, rhc f).r .l h.i.n m: a .. {om: p
3 peopleof the sameageor who beongto the sam€so.al 'Th€four Pl g ve th€ for a partcul.r
group
a (fornal) bry nt) 3 The percenlageof the marketthat yoLrhaveis your
5 lrhreewordslthe waysthata productis
neededn dlfferentamounts at d fierentlrme\ 4 Sponsored inkson Gooqe (when. customer
s-"arches
ior
,oJr p odLCrlype'r'
a \ef Fffecl.e
a ..farnal pboptatohose prodJ 15,o a corpa^i
20.5 Readwhat a marketersaysabout the historyof a
7 try to nf uefce;a m to h 1
8 possib e andlikelyto succeed
9 (twonords)particuLar prcesth.t haveb€enspe(ialy we choseto locusou. strategyon people n their ate
I o.P1/egrq o0 o i 90) teens and so we aunchedthe productat a seresof big
1A bi/o wordi s.r,allgtoupof potental cunom€Bwho have rock concertsoverlhe summerWe soongainedmarket
s milarneedsor nterests share.and afterlwo yearswe were lhe marketeader
I 1 eometh ng that rcsuts In mportantchanqee But afiera whileconsumers wanledsomethng d Iterenl
Ourcompetilors noticedth s betorewe d d, andoursales
dropped dramatcallyRetaefs stopped stockng our
Now do the sam€tor the words in 'What is marketing?' brandandwe hadlo stopmakng theproducts. Wehada
big meetingand thoLrghtagainaboLrlour wholeslrategy
12 rmportant partsot a product Weagreedlhalwe wouldtry onemoret me
13 peceof paper(orothermalerial) withinlormation
on t that s attachedto an obl€ct(orpr nredon o Th€ phras€5b€low <anall b€ uied with 'the market'.Put
lh€m into order(1-8)5o that they matd the orderin the
14 (thrcewads)how mrchsaesvo umechanges
whenyou
change theprce
a be torcedout ol
20.2 Write €achof thesewords nextto its besr b prJla productonlo
definition:advertisirq,ma*eting, prcmotion,publi.ity.
1 allthewaysusedto encoLrr.ge demandfor a produci
(the most qenetai word) e decideto target
an activiy thai attractspeople3attenton io a product
(oneaspectat # 1) q f. I to seech.nqes n
t€l ng peope about a product(eg of th€ ieevisiof,
n magarines)in orderto peruade them to buy it 20.6 Divide the phrases in the box into three groups,
(one aspe.t af t2)
based on their meanings.
any nformaiionthat m.kes peope noti.e a product(thE
may be unp anfed, out of the coniro of the companyand be drivenaut ol apen up .orner wittulaw frcn
entet .apture penetrate doninate
20.3 Matcheachword on the left with five words on the
right. Checkany unknownwords in a dictionary
dqency
gn
carnpa
seepage148Iorsomediscussion
topics.
marketnq
nrateqy
s a r e sa n d m a , k e t , n g . 1
Product
'Product' is
the tust of 'the four Ps' of marketing. rn posinon ihe prodrct: high end (= upscale/ up narket),
markehngterDs,a prodrct is a solutionfora rargetmarket. mid narket, or low end (= economy/ down maiket).
The word covers goods and servicesdd cm also include the Thebrand itself may be the name of a product, or a familv
waffan\, .tsto'ner support and anv complmentarv products ofproducts, or of t1rccompani,that nakes rhem. It usually
(eg add-on itemssuchas a casefo. canying thc product).
inclLrdesa designelem€ntsuchas a logo or a symbol
(€g Nike's 'swoosh').
Four key factors
Brandingis traditionallvassociatedwith B2C,bui recenrly
B2Bcompanies(cg rntel) hale also srari.d ro hvesr in
feaiures are.haracteisticsof a produci that offc. bcncfitsto
the cusiomer Takethe cxanple of a telelisjonl
Packaging
Benelit l'ackagingis veN important. It prctecrsthc product during
screensize allows for nlorc distnni ri.nnrg shipping and handlinS,it gives lisibility to ihc p.ocluct
(nttraciingaiteniion on thc sheh'es)and it ca. adcl valuc (by
scrccnresolution clcaamore realisiicpictur.
slrround sound nriknrS ihe product eisicr to usc).
cnhancedsensort,expcricncc
Labelling
The bcn.fiis .bove are callcd 'Iunctbnal benefiti In Thc libcl is .tt.rche.ltu or p.intc.l on the packageor the
dddition, thereare pslchologicalbenefits.Theseicidrcss product. Ii can attlact nttcntion $,ith griphics or crtchv
necdssuch .s stdtus$'ilhin a g& p, risk rcduction,scnscof $ods and p(x i.tesinro.mation i{) di.t a purchasedccisbi
nldeF.ndcnceand hipFincss.
k t s i z c ,t a b r i . ,w i s h i n g i n s k u c i i o n sf d c l o t h e t I t ! s u . l l y
Branding includcsa code f(tr use it thc chcckout
R r . r n . l i njgr v o l v c s e s t a b l i s h i nagn e n t j t yf { r a p r o d u c t$ i t h For minv pro.tu.ts (eg f(\)d, phima.cuticdlt thcrodr.
thc go.lof disijnguishnlgit fronr.ompetikr{ offerings. legil requircnNrts fd ih. libcl .clating k) the listing of
This is cssentialin nr.rkcts {,hcrc productsir. similir dnd nriy.dicnts, nulriii()nil informat()n ind instructi(nrsfl)r usc.
c o n r p c t i t i oins f i c r c c . l i ' sp . . i i c u l a r l vi n r P ( i . n l i n h . b i n g i ( )
Exercises
21,1 Finda word in the text oDoositethat matcheseach 21.5 Fillin the missingletters.All the words descibe
definitionbelow.The wordsappearin order
1 givenfree f$ ttaveyouseentnisamazing camera? lt usesan
2 mproved 'inn ivelensmechanism to get 6x optic. zoom.That's
3 easyto remember amazingllt3 2fu y auto c, andhas. 3bu i'in flash.
It3 alsooneof the mostap tabe cameras l'veevers€en it's
Now do the tame {or the wods in 'Brands:aims.
so5co d that it easilyfitsin a shirtpocket.lt usesown
advantagesand strategies'opposite.
b€nd,6rech ablebatteies.lt's. really7
4 changefrornonethingto another 3st of the-a ple(eof kit. 9t
21.2 ComDlete
the definitionswith the words in the box. t'ueseenan 'integr d fddgejreezer that l'm thinking
$J
aboutbuying.Theshelves areroadl ableandit'svery
associatian awarcness equity inage '1e to cl n. lt comeswith an rzopt al icemaker.
leader loyalry nanaget stedling tts ren y-efl nt.sorrw be 4e( cd toru_.
andtheysaythe materials canbe rlec ed ater,sothat
I brand /4agq ......= the ideasandbeliefrthat makesit very16env allyf ly.ltb madeby
peoplehaveabouta brand
a rlel le manutactJrer, andrts 3t dblerr a
2 brand = a personwho is rnchargeof 99
r ol cotou,s
developing andseling a b.and
rshigh-per
3 brand- = the brandthathasthe largest SJ t wanta pairof ce sneakers. They
haveto be 2owatefp f.Aso,ldoa otofjoggingand
numberof saesin ts productcategory
4 brand- = the supportthat peoplegive don'twantto injuremyknees.So,the solesghoud be really
'?rhi -t ch - youknow,'??sh. k-abs bent
to a brandbycontinuing to buyit r.therthanchanging to
otherbrands aswellasbeing'?sh. d-w. ..fing.And I don'twantjusta
= thevalueof the brandon the 'zasta d pair- myfriendswouldjustlaughat me No,
5 brand--...-..
.--, -
balance sheetof the company theyhaveto be reallyz5styl - i. fact t woLd be
6 brand...... ... = usinga successfulbrandname gooorf treywerea i5 'n' eo edit'on 99
to seLnewtypesof prodlcts
55 fd lik€to geta cordless phonefor myttudy I wanta
7 brand .-. .--..........- = whatpeople thinkof when r e a l l y 7 ' ur t yone.wt-ar3l g-a igbar€y.
theyseeor hearihe nameof a brand I wlll prcbably addmorehandsets later,so it haslo be
... = the degreetowhichpeople
8 brand- --.---................ able, andit wouldbe good to havea
"erp
Knowabouta brand soone-t ch speakerphone in the baselor when 'm
21.3 Finda 'brand ..,' phrasefrom the previousexercise workLng at my desk. )9
with a similarmeaningtol 21.6 Matchproducts1-4 with their packaginga-d, The
1 brandr-ccognition underlinedvo<abularyrefersto packaging.Checkany
2 brandexiension unknownwods in a dictionary
21.4 Writ€ eachword in the box next to the word in 1 lomFceran'csboJghr'roman open-arr rrarle.
italicswith the closestmeaning. 2 recordable
DVDS
3 meatboughtffoma sLrpermarket
ben-selling econony exdusive fawuite 4 a smallquantityof pa€cetamol
tablets
leading luxury traditional upnarket Theycomein a blrIel!4k, wh ch is itselfpackaqed
upscale vlue-for money wefknown in a box(= carton)madeof p4erb94d (th nnefth.n
cadboard). l
Thissitsin a cardboadiray,covered bytransFrent
.elloohane. lt hasa lab€lthatshowsthel[:pbyutiLllate
andthe 'usebvtiare (of lc:lbctaElbje). !l
c Eachonecomesn a plasiiccase,but usu.ly youbuyseveral
3
in a shrink'waoped pack.il
d These werewrappedn bubblewr.o to protectthem,and
brand
thrswashed in placewth gqf€r&le {. typeof ductiape)
salesandmarketins 47
Distribution (place)
'Place'is the secondof'the four Ps' cxstomelsmust
Retailing
be able to obtain the product easily and conveniently. There are a varietv of retaii fomais:
This depends on the djstribution chamel.
Distribution channels
There are ihree broad categories of companies
lnvolved in dishibution:
Resellers(calleddistrjbutorsor dealersin som.
(An E Mon-and- Pop state)
rnarkets)who purchaseproducis and sell them
to others.Thereare various types of!6eller: a
retailer (who sellsdirectly to the final consufrer),
a wholesaler(whobrys from a meufacturer and CHICKIN
sellsio a retailer)and an industrial distributor
(in the B2Bmarkei). '{tilt,,t
,l Intermedi.rjes(eg .gents and blokert who don t
aciuaily purchaseihe product.Thcy bring suppliers
aashand Grry (AnE Watehoue
and buyers togelherjn exchanSefo. a fee.
.1 I-ogisticscompanies.Seeunit 15. €'+ d'-
lJ:! E
Another option is di.eci diskibution, whcre thereare
no resellersand the manufacturerscllsdi.ectly to the
end rser Exampleshere include: E.,a;----€;^-
, Direcl marke$rg: the cusio'nerplices an order by
visiting the company'swebsite,or ordering from a
catalogue(AmE catalog),orb]' dialling a toll-frec
ielephonenumber.
rr Direct reinil:where a companyoperaiesits o&n
retailoudets (eg H&M, Zara,Applc).
r Personalsellingrthosecases,common in B2B,
wh€re the salesperson aciually takcsthc order and
arrangesdelive.y.
Exercises
22.1 Find a word in the text opposite that matches each 22.4 Readthe text about technologyin retailingthen
definition below. The words aoDearin order. answ€rth€ questionsbelow.
1 moneythat you payfof a sefvice
places
2 ftlvowords.) whercproducts
ar€sod Technology is changingthe lace oi retailng.Herearejust
someof the newdeveopments:
3 (trvowords)\\hen a argepercentaqe
oi peoplearereached Electronic slgnageA smallLCDscreencan beincorporated
by a disiributionchann€l inloa tag hanginglromtheanerchandise, or intoa stand-up
4 (phrasalverb)
a(epr samethlng whatyou
that isnr exactly sign posilionednearit. The displayshowsprce, pfoduct
information,prornolions, etc.
s the way in which lomethinq s arranqed Sott securitytags A' Fe, lror'. Lrypildrc- lag s
incorporated into a garmentat the po nt ot manulacture
6 r h e . \ 1 " o ' d F . o r a l o - a n d f . r , l L ' p n a b L L d iS fhese tags are iexible and papef thin.A deviceat lhe
poinlol-sae(POS)automatically deaclvatesthe tag.
7 (threewordl (han}n9 asfastassomething
else
Selt-scanningShoppersuse a hand-heldscannerlhat
rcads lhe bar codes on itemslhey buy.They can pay
Now do the ramelor th€ words in'Channelpower' automatica ly with the sarnedeviceand have a special
exp.esslaneal thecheckoul
$et aglessivetactcslo makepicesf.Ll
a @hrasalverb) VlrlualshowroomsCustomers viewcomplterzed mages
ot roominteriorsand furnishingsThe technology haslhe
polenlial
to oflerthousands olitemsthatcannot be d sp ayed
22.2 Matcheachdescriptionbelow to one of the retail
formatsin rhe list opposite. on theretaillloorAlso,it canreplicalelhe dimensions ofthe
cuslomer's ownkitchen,balhroom, etc and showhowlhey
1 Sma nore,goodlocation, opent ate,fastch€ckoul, but
wouldlookwilhthe plannedadditions. Customers can rl1x
llmitedrangeandexpenrlve
aodmatchcolours,stylesandpatterns.
2 A sma, prvately'own€d, store- oftenin a oc.
fam y-rLrn
neighbourhood
3 Onlne'ony retaiersuchasAm.zor] Finda word in the text that meani:
(egsports I fforma,the useof signs
4 Largestorecarrying lLl'toneproductcategory
2 asmaLabel
Emphasis ison value-foFmoneyioriglnaly lood
mainly 3 ffolDa, thingsfor salein a
reia ng but increasingLy
movingnto otherareaslike 4 fforma,a pieceof clothnq
crornrng 5 a m.chrneor roolthatdoes. specralob
Similar
io a s!permarket, butwith a grcatervanetyof
products,betterquallty,
h gherpicesandbettersetuce 6 pacewnereyo'rpayIn . srore
eves 1 thingrin . roomslrch.s furnitLrre,
carpets
andcurtains
Requir-6s
buyers to makelargep!rchases; lmitedproduct
s€lecton;mayrenrictentryio ihe gefera pub c 8 ffiree words)put thinqstogetherin d ll€reniways
A companyg vesp€rmissionfor someone to usetheirbrand See page 148 tor some discussiontopics.
name,products,
eic in exchange lor partol the proiits
5a!e5and marketing 49
@ Promotion
The aims of promotion
'Promotion',
Public ielations (PR)
ihe third of ihe four I's of markering,can ha\e This has larious frmctions:
a varietl of differenraims.lrs classicairN are: Monitoring ihe medja fd any col-erageof rhe company,
To build awarenessof anew ptuduct. and malntainin[iconhcts $,ith peoplein the medra
To.einfo.c. a brand. (eg issuingnews.elcasesas part of a presskit).
To stitrulai€ demand,ciiher b), getrhg nei! customers Keepingin coniactrvith customersand / or employees
to try a p.odud {eg frcc sample,f'ee triat),orby getting th.ough companvn.lvsleiters,in,houseblolls, etc.
existinlicustomersto but Crisismanagement$'h€n sonlethinBhappensthat
thrcatensthe conpanv image.
tsutpronoiion can {<trk in more subilc, ofrenunintended,
Orgadzing specinleventstu buil.l both b.and awareness
r'.ys. For e\ample it cin createan jnitial intercstin i prcducr
and biand lovalty.Elents might inchde p.rries, prcduct
categotyard tlren convince.ustoh ers that ihe! ha!e a need
for it befoc ther think abort specificbrands. dcmonstrations,stunts,setrinarc,etc olten ln unuslal
actually place the ads in the various media and tracking ajrd measuring how consumers respond
negotiate deals with them. to advertisementsis becoming easier and more
lmponant.
50
23 PROMOTION
Exercises
23.1 Finda word in the text oppositethat matcheseach 23.3 Underlinethe verbsthat makesensein the
d€finitionb€low Thewords app€arin order.
1 largeboardsfor advertisemenh n an outsldepubhcplace 1 Theagencycanjed/p/acedI published / put I ran/ toakout
(BrEhoardinqs) an.d namagazrne.
2 providng moneyfor a specal ev€nlor a sportsteam n (5 conecranswers)
orderlo advertse
a brandname 2 Themagazlne carfled/plaGd / publishedlput / ran/
3 newsabolt som€thng on the l€levison,on the radio,or
n r e s o . o e r g. 1 d 1 d g d r ter . (3 corc.r answers)
4 (1:tuo wads) nforrnationgivento repoarers that contdins
23.4 Th€ itemsin the box ar€ all methodsot sales
new5p u5 supportingmat€ral(€g backgroundiniormatron,
promotion.Mat<hea(h one to its detinitionbelow.
5 s y or lnLrsuathingsth.t are done to 9€t pub c attentron
discaunt layaltyptagran .antest petsanalappeaQn.e
fteesanple nadeln freeptadud @upon frcetrial
6 (fortra,kindf€eingstowardsd p€rsonor orgdnization
1 a compeiiton!vh€.ethe w nnerqetsa prize
7 the practice
of 9 v ng noneyandhep 1opeopewho ar€
pooror n vouDr,o
ol paper
2 smallpece whrchyoucanu5eto buygoodsat a
8 a situatonin wh ch th ngsgraduay becom€
verysirnar
prcer€dLrclon
I sho(-term
9 fo owingthe deveopmentor progrers
ol someone
or 4 experencingd sma qu.nttyofa product w(hoLrt
somethng purchasing
t
10 a system
thatusesrado signas fromsatelestoshowan a servcefor a sho( tirnewtholrt plrrchasing
5 expefiencing
exactpostonon theEarlh t
23.2 Makephras€sby mat(hingah item from each 6 buyone.getonefree
7 wherecunomeEareoffereda reward(e9d scounl,lree
^t^^ .n lN lG^
1buid--\
2 nimulai€ \ n contactwilh cuslom€rs 8 wherea celebnty
appears tn orderto generate
sornewhere
3 take demandby ofleringa lree tral
\ 9 usinqan oder productaspa(-erchanqe
for a newproduct
4 p ace awarenessor. new prooucr
5 ssle how consume6respondto
23.5 Studythe tabl€ below carefully.Thenlabeleach
a n i n t i a c o n c e ptth r o u g hr o t h e l i n a l column1-4 with one of th€5etyp€sof promotional
aclivity:advertising,peEonalselling,salesprcmottons,
iargetedads to a mobrledevce Pa (mediacoverag€suchas stori€sabout the companyor
reporti on sp€cialev€nts).
Of (oursethere may b€ €xceptions!
1 2
c.9e@o
o.e way two wry
Paymentmodel paid non pard pard
no. personal p€6oia
aqqrn9r agqrng quc(
poor veryqooo
hgh m e du m
h 9 h ( b e c a u s e . opnad ) hgh
'lagging = developihg hate slorrly '- ctedibili\ = the qLatty af being belieled and rtusted
seepage148for.ome discussion
topics.
S a l e ia n d m a r k e t i n g 5 l
Price
The importance of price md marketing the produci) Bui this return may noi be
'Price'is the last imporiant -for examplewith a nes prodrct that isn't yet
of,the four Ps'ofma.keting, and is
probablv the one thatmarkete.stall leasiabout.It doesn't esiablished- as long as revenueat leastcoversihe costs.
seemlike an ex.itingpart of thejob jn facta product's prlce Markct share:. price may be set artificially low in orclerto
gain a hoLdin a new nark.i, or $'h€r€therc is a pnce war
mighi simplybe generatedb! a spreadsheet. But decisioN
about price are importani formany re6sons: Consisiencywith narkcting siraiegy:if thc company's
Prl.e is the tuost flexible.nd idjustable part of the o\e..llshate8v is to posiiion itselfat the hig]1end of the
harket (and cmphasizcnon-plic. benefiislikc quality,
ma.keting mix it can be changcdrery rapidly (unlike,
sa)rprodrct or disf.ibutnrndccisions) sen ice,etc),ihcn p.ice aill be kept high.
,, Pricing decisionsare critical for rcyenue:set a price too
External factors that affect price
1owand lou triss out on profits, sci it too high and lot
Elashcityofclcmandrin an clasticnark€t, a small chanije
losesaleslnd trarkei share.
in price resultsin . big changcin dcman.l. ln an nlel.sti.
Priceis importrni fo. fnst ifrpressbns:a cusiomermav not
market,a shallchange in p.ice hasliitLcinipact on
considerthe whole productofferint if they hale.lismissed
demand.The trick is io find the particularprice level at
. l i r i r i . ' l l \ b . c . " , , Hr ' l l L / p r i c <,. q u r l \ i h . \ h . r i , p m J \ - . i r
,(tuality and enco!ragethe iyhich prcfits (r other objectives)a.e marimized.
cl,sbfrer t(r takein interesi. Crsbmer e\pectations:renlembc.that 'custumers'here
Pri.e is an important pa,t ofsalcs Fonlotions. Seeuit 23.
also includesdistribLrtionpa.hrc6 thcyle often the ones
So,wlrnt are ihe facn)rsthat hare b be i.ken in(, ilho set the finalpricc that the cnd uscf pays.
considerationwhcn sctting a p,icc? Sonreimforiant ones Competii(rs'prcducts:cvc.y companyhas kr watch whnt
are describedbeiow competi(rs arc ch.rgint. Thc mafkct lcallcr oiten i;ets
. r . C l *i r j m . , , I L rr .1 d r l ' ( ) , c u { L , l l y . , 1 'rl u
( chir;, i
Internal fadors that affect pri<e
I ' r ) f i l a b i l i t yn: c o m p i n yl s u i l l y r e q u i r e a
s mrnrmum
r c l u m o n i l s n r r c s t n r . n(i i c i h . t o t a l c o * so f m a k i n g
Setting a pri<e
5 - ,.i.
^krrrcrc.l. flrro b. e,rr o.rmcii
f{e.r !.s rr. ir h!r o. a,rir..4l I a rr : r . ,:i .rt,it..r.j.,1i!::
r,/r'haI5 o!r nra'[.r po5i onr L]ow.
W h r rn r l r h o d ! ! o r l r i o b . r s . d l o r
. r e n a r o . r r J t n ) e . r 75 c e! . ' r - 1 {a.t.ror i or m.ilcl5hir.)
4 : r' , r - :
i l h e r e q o . r rr o b e a p r o h o l . n l 2 : . : r .- i i r i : r r i i n i i i n i t r i { .
f 50 nre f.lotr' n! rre a opr o.r 5dni..r a L.lllreio our.! ma!
lVa.kdown:offer a ower pr..
L o $ e a d e rs e b e o w . o n r o C o m p e l I v eo r . n q ( t a kn q
attra.t .lnomer trarT. n a nore i n l oa . . o u n I t h € c o m p e u t o r s
3 r: i:r.:. 1.:,r..fi.ti:!
5omeor; oirhefolofr ng.eed ro b€fixed:
s p . . a r e o i e . r d r o u . I ( e 9r u c e . a l
Ceog.aphl.n pricn9 1e9.e.alseot
diif€re.ce5 | o.a r,i._osiafdari5i.
5_2
24 PRICE
Exercises
24.1 Finda word in the t€xt oppositethat matcheseach 24.4 MatchEIg verb from ea<hcolumnso that all three
definitionbelow The wordsappearin order. havea similarmeaning.All the v€rbscan be usedwirh
l2 th ngsthatencourage
youto workh.rdernart a new
24.6 Complete what a marketing manager says about
24.2 Make phrasesby matchingan item trom each prices with the verbs in the box.
Salesand mark€ting 53
Marketing management
Understahdinga business changingprice points, or moving displayswithin a siore.
Market€rsmust first have a detailedanderstandingof iheir Websites also offer mdv opportunities for collecting daia
businessin order to developiheir marketing strategies.This clstomcrs' bchaviour on a site can be easilytracked.
r' Qualitative rcsearch:the compmymay carry out individual
is often done using a '5Cs' analysis:
' intefriews, or f(ns groups. A modern tdnique is io use
Customeranalysis:ihis ini-olvesbreakingdoryn the
market inio scgmcnis.Seeunii 20. observaiional resedch where cusiomers are watch€d in a
i Conpany analysis:malketersneed to understdd naturil settingas ihcv shopor useproducisat home.
1 S€€ondarvrcscarch:data can be colle.tedfrom olher
their company'scosi struciure,lookathorv profih are
generatedfrom differentprodrct lines and different sourcessuchas consuliing firms, trade dssociahons,
nagazinc articles,gorernmeni statisfics,etc.
clstome. accounts,and identify corecompetencies h ihe
ri Tesi markciing: this involveskying ortnew productsm
ir Collaboiatoranalysis:ihismeansprodu.ing. profilc ofall
the channelpalhcrs (eg suppliers,distributors).
'i Competitd analysisrmarkeiersbuild profilesot each
Developing a marketing strategy
competiktt focusiig on their relaiile sirengthsand Oncc a companyhas done the kind of rcsea.choutlnled in
the two secilonsabove,it's in a bettcf positiorlto understand
ia Contextanalvsis:as wcllas theeconomicandsdi.lconicxt, its cusiomerbaseand its conpehtivc position in the indrstry.
this includcsihings llke poientialihreaisin the indusiry Marketing managersare then abLeto dcvclop a strategy.Thls
(cg substitutcproducts,new entrants)and ako the
I Identifying new markctsand gapsin ihc mafket.
changnlgbnrgainingpower of suppliers.nd customers.
, DevelopinSnes, prcductsand idcntifying thcir dcsired
Market research
'', Dev€lopingthe company'scompctitivcndlanLl8es.
In order to collcctall this daia, jt's neccssaryto do market
I MaximizinSrevenu.san.1prcfits.
rcsearch.A varicty of tcchriqucs arc uscd: ' C i i n i n g m a r k e is h a r d .
Quantitativeresearch:thc most cofrmon rescarch()olhere
is a survey ihat capturesinformation nith a questionnairc. The secondof these,new product dcvelopmcni,willgo
hrf(rmatnnrcan also comc fron doing smill scalc through a prcc$s that inchrdcssomc or all of ihc st.gcs in
exprrimentssuchas looking at the effecion salcs()1
a o.are resolr.esandpan
en!ineer.9 operarion5 3 C.n.!Ft.b!elo,jnerr
AIth5 sraqemarkeretr.eed ro rhink n
mlch qr.arerderai abourihe.oncepl, e9
w l r o e r a . t y s r h e t a r l e tm a r k e r l' H o w w I
5 t€tn t.5rii:g ir. ii fir wirh othere! {n9 prod!.rsl
irir nci t.!iiil Markete6worl w th otherco eaqles to
At this point the companyprodu.esa seelt thereareanyprod!ction 5sues
prototypeand tens the prod!ft n !5e 4 r ' r! i r 1 . i : : : r : j : s
Somei.forma teni can bedone by
Markererswllhod lo.!s qrolps Heremarkeler work.loseiy 5lmpiyaskng prospective clnomers
wirh .o leaqlesfiom sales w h a lr h e yI h n k a b o u i
Adjlnmenrs wi be madeon rhe
and tinanceto t.y to estimale rne..ncepr
bA5 ofth-'seiesis,anda more
rhe li[ely 5e i.g Pri.e,5ales
lfa ve6 on olfie p.odlci
voLumeproiirabiity and
m q h t b e s o dl n a
test market.
25 MARKETINGMANAGEMENT
Exercises
25.1 Finda word in the text oppositethat matcheseach 25.3 use phrasesfrom exercise25.2to completethe
definitionbelow.Thewords appearin order. sent€ncesbelow.The Dhrases are not in order.
1 (fl.vowords)thingsthat a company
cando we, 1 Theirlocaton gaveth€m a huge
5
6
salesand marketing 55
Income statement
Theincomestai€ment (profitandlossaccount/'the P&L) EBITDA
is oneof a compay's threemajoifinancialstatements.
EB1TDA stands for 'eamings before interest, tax, dcpreciatiorl
(Seeunits27and28.)lt neasuresa conpany'sfinancial
and amortjzation'. or1 the P&L rve subtract thc I, T, D and A
performanceover a fiscalquariei or a fiscalyear In
sul]mai)tit shows:Revenuc minusExpeNes= Profit.A
fullerversionis giren in theboxandthenexplained beloa'. Interest(paid to the bank for any loans)
Iax (paid to the government)
DeP.eciaiion(= the gradual lossin valuc of tnngibleasse$,
eg vetucles,nachlnery)
Costoi saes
Anrortization(= the loss in value of inidgiblc asscts,
eg patcnts,copvriShis)
SG&A
prcfit
Aperating Net profit after tax / retained profit
+ Noftoperatng profit The figure that rcmainsis the nei profit afier tax (= net
EBlTDA income/'the bottom linc'). To completethe P&Lwe then
subtractdi!idends (paid io shareholders), leaving finally
the retainedprofit (= .cscnes/ret.rinede.rnings) ihat is
- Deprecaton reinlested in the busincss.
Budget report
Netproft aftertax Fi8uresfor ihc real lifc rcvcnuc,costs.nd profiis will bc
- D v dends different from the budgctcd (- planned/forecast)figurcs.
Betainedprat'it This analysisis piesentedto managcrsin a buclgctlcport.
ln its simplestform ihis repo.t has thc first fnc lincs of the
What is revenue? I)&L in the box opposite,with threecolumnsshowing 1) thc
n c t u i l r c s u l t s , 2t)h e b u d g c t c dr c s ! l t sa n d 3 ) t h c v a r i i l n c e
I{evcDrc(= turnolu)js ihe nroDeyihal comesinto ihe (= differenc. b.twe.n ihe two).
company from thc salc of productsor scrvicts.This figure
is retrncd io is 'thc top lirre'becauseof whcr. it appca!son Variancescan be favourablcor unfavourablc,ancl inclivid!.1
managersmay sc. this infofmition tof onlv thci. own
thf l)&1.'Top linc growth'refers io sal.s growlh.
product linesor geographicalarca.
What are expenses?
Expenses(=.osts) ref.rs to money ihat the companvhrs to what causesvatlance?
r p ' _ ' l r o r u n l l ' e b u . i n e \ \ ' l h i . c r n b e b r o l e nJ o w a , n n . r - y
ways, but a basicdistinctionis beiween: causes
of a change
in revenue
'/t Cost ofsales (costofgoods sold/COGS):this refe.sto the
A changernsalesvo ume.
cosi ofacbally makilg the produci, for elample naierials
A changein lhe profit marginon eachitemldueto
cosisand labour coslsin the facioryr
'r, Selling,genemland administiativeerpenses(SG&A/ h ghef/ owerselingprices)
oPeratingexpcnses/overheads)r this refersto marketing Causesof a changein costs
costssuch as advcrtising,officesalaries,rent, telephone,
A resultof a changen salesvo ume(ie t srmplycosts
moreto prooucemore)
What is profit? A changebecause moreis be ng spentto achieve each
Profit (= earnings)hastwo components €1 of sales(iea genLrne ncreasein costs- a decrease
l Opcnting profit (from regularbusinessa.tivities). in productivty)
I Non-operating profii (eg toom ihe sale of some lmd or
shares in another compmy). of a changein profit
Causes
A compex nterplayof the changesin revenueand
(o5t5 -ctud rq rh" difla."r vo$ oJ 5
:o:
The budget ieport allows mmagers to seewhere the
uexpected changes are, and which chmges are the most
siSniJicdi. The reasons for any varimce cd be identiJied
dd dv code€tive aciion ial<en.
56
25 INCOMESTATEMENT
Exercises
25.1 Und€rlinethe correc word5in it.lics. 25.3 Finda word in the text or box opposit€that matdes
I Thet€rm'turnovelmeans the sameasrevenue / proflt ea(hdefinitionbelow.Thewordsaooearin order.
2 Theterm'earnngs'means the s.me.s revenue / prolit I related
to oovernrnenttdxesdndso€ndino
3 Th€term 'overheadsrele5 to the directcostsof naking
products/ the indied.asts af sellinga produd antl running 7 (tuvawods) ptopenylhatyouown whichcanbe physically
ro!cne0
4 Thewagesof factoryworkersandrhesalaresof ofiice 3 thewayin whichtlvo or morethingsdifecteachother
workersareshownrn the sane place/ in different places
26.4 crossoutlhe ilem whi(h ha. a different meaning
5 A company buysthe patenton . pieceof a t€chnology for
$30m. The patent lasts
for l5 yea6 50 $2m is rccoded
eachyearastan amodrzatlon / depreciatlo,
exppnse. 1 ro bring in, earn,generate,iryest makea proft
6 Thewordwhichmeans'betoreoih€rih ngsaretakendway' 2 ro boast,plough back,rcinvestptofits.
3 ra quarantee, jeopardize,put at sk ptalits
ls9ro5s/net. t canreferto prcft, salary
or weight.
4 ta incu, make offset,run up, suffet a as\.
26.2 Completethe P&Lwith the words in the box. 5 a big, considerable,fat, handsane,healthy,huge,
satisfactory substantiaI prclir.
I EBlf Dlvidends Castaf gnodssold lncane taxes 6 a / an interin, nadest, slight, srr,allptof 1
25.s till in the misiing letters.
Profit and loss account 1 lf a profitis biggerthananypreviousproiit,it! a rec d
proft. lf a proiilisfa r andreasonable,
itt a leg ate
Operatingrevenues
2 Someitemswhichresut in a proiit(or oss)arenot
Netsal-as t't0,219 - likethe saleof a subsidrary
norm.lyrepeated company,
Operatin9expenses or theeffectsof a natlra d sasterThesearecalled
'exlrao nary'or'exc iona' tems,
SG&A $4,155 ! lf a company is makng a loss,we cansaythatits 'in
Deprecalionandamortzaton $480 the d'. EventLrally, it w ll qo bank t (= go into
Totaoperatng expenses (58,607) liqu on)
Operatingpro{it tl,6't2 lf a company accepts thatit cannotget backmoneyi has
Non-operatingp.ofit $65 lon, thenil wr 9 o the loss.
Toexpress the opposite variance,
of.'favor.rfable
11,677
accountanrs oftensay.n 'adve e varance'
\5/2) 6 lt somegood!aresold(ora seryceis delivered) n ihe
Earningsbeforeincometaxe5 t1,505 m ddleof December, blt the customef on y paysin the
($514) m ddleof Janu.rythenthisis recorded in the ncom€
Net profit after tax 51,091 staiement lor the e.rlierol therwo yea6.Thisfundamental
($710) p. nclpleis refeffedto a5'theacc al bassof account ng'.
Retained profit 9381 see page149for
Wlratcana balance
sheetshow?
Liquidity Bookvalue
Liquidly is the degreelo whichan asselcan be 'Bookva ue is a company s networlh(ie itsf nancia
conve(edto cashquickly. Thisis oflenmeasured value what s lefl on the books- if il wentoul of
by us ng the currenirat o', which is cureri assels busness).ll s an everyday termwth lhe same
dividedby currenttabilities A h gh currentralio meanng as shareho ders equty So bookvalue
meansthatoverthe lofgertermlhereare p enlyol equalsloial asselsm/rus tatalliabilities
assetslo converllnlo cashio pay the debts. Anyonebuyingsharesln a companyis buyng a share
A moreshori{ermmeasure of lquidityis'workng in lhe bookvalue,plusa sharein anyfuturegrowth.
capla e currentassercninus cuffentliabilities
Profitability
(levelof debt)
Leverage Thereare severalcomr.onmeasuresoJprofitablty
n everyday languageeveragels lhe useol but oneol thecommonest ls Beturnon Equty (ROE).
borro\aedmoney(e debt)to lry to increaseprofits Returnon Equityeq!als ,'et pratl aftertax dividedby
n accouniants'language, leverages a measure of shatehalderc'equity.
how far a companyis lundedby Loans(eg banks ROEshowshowmuchprolita companygeneraies in
and bonds)ratherthanils owncapita.On a BS relationto its bookvalue.
leverageis def ned as /ong tem liabilitiesdividedby
sharehalders equity.
A highly everagedcompanyhastakenon a lot of
debt Butihls isn'iawaysbad:borrowing funds
wiselyto expanda growingbls nessis qood newsior
58
27 BALANCESHEET
Exercises
27.1 Fill in the missingletters. 27.5 Theverbsin th€ box canall be usedwith 'assets'.
1 Assets areth ngsthatyouow . Dividethem into three groups,bas€don thek meanings.
2 Lab itiesar€th ngsthatyouow .
own dsposeof build up
27.2 Finda word in the text oppoiite that matches€ach acqune possess reatize
definitionbelow.Thewordsappearin order.
'l have
ot moneythata pe6onor company
an amor.rnt owes buy sell
(phrasa/
verb)givesorneoneallthe moneyyouowethem
Note pa'dback ist ttheans^er)
commonmistakesManylanguages usewordslike'actrves
and'passives'for assets
andliabilites.Thege wordsdo
not existn English.Also,manylanguages usea wordlike
'ob igationlfor bonds.Thisis a fakefrie.d - the word snt 27.7 till in the missinglette6.
Lised in thiswayin Englsh. I A business mayhaveuseda itsfundsto buyequpment,
vehicles and nventory.lf so,youcansaythat it has
27.3 Completeeachphrasewith a prepositiontrom the 't d p'all ils moneyin assets.
2 lJa deblisn'tpaidback,thenthe comp.nydefa is on
the debt.
27.a Completethe text with thesewords:copyfl?ht,
companyfinan(€ 5!
-lal
7<.t Cash flow statement
-
The cash flow statement (CFS)is an official finmcial Cashflow statement breakdown
siatement the third covelEd in this book. (Se miis 26 md
27.) InJormation for the CFScones from the P&L ed balance Looking ateach fig@ ln tum:
sheet, but is presented in a different way. It is concemed with
Net profit after tax This figure comes hom the P&L.
real money (ie cash)-not amountsthathaven'i yet been
Seeuit 25.
receivedorpaid. Genera y speaking,jnvestorslike io sc€the
CFSbecauseith lessopen to the use ofaccounhng h.icks. DepreciationThis was subtractedon the P&Lio arrive at the
net profii, but in fact it was a'paper'expense and the profit
cash wasn't really redrced by ihis amount.So it is added back
Cashcan cohe rron (or be used for) threeareas: hereto make the sums .ight.
l, Operations:this is money received(or 1os0from actual
Decrcasein a((ounts rec€ivableA decreasemeansihat more
crstofreG have paid off their oeditaccouts, and so morc
/, Investing: this includesmoney spenron physicatproperty
cashhas entcredthe company.
(egplant and equiprnent),money received(or tost)by
nlvestingin stocksand bonds,and money made (or lost) Incease in accountspayableAn increasemeansthat the
lrom buying or sellingsubsidiaries. companyowes more money to suppliers.This is available
{, Financing:this includcsmoney made by issring ne{' l€mporarily as cashinside the company.
shares,noney spentby buying back sharesfrom the
markei,dividend paymentsmade to shareholders, money Increas. in tares payableThe samelogic applies.If there
.cceivedby boftowjng from the bank and money lsed to is an increasein taxcsowed, it is addcd on the CFSas there
rcPayprevrousLoans. i5 more cashstill inlidc thc company until ii's paid. lf laxes
havc beenpaid ofl then thc amount is deducted- thereis
A sinplificd CFSproducedat thc eDdof a fi'rancialyear
lesscashin the company.
might look like the one in thc bor.
Indease in inv€ntory The companyhas spentmoney io
Cash flow {rotn operations purch.se materials.If this is done with cash,the amount is
Netprofitaiterta( shown as a d€duction.Noiice lhat if the purchasewas madc
3.600,000
on $edit and the amount is still outstandingat the end offte
Deprecration 80,000 year then therewould bc an inc.casein AccountsPayable
D€crease n accounisreceivable 30,000 and the amouni would show as an addition on the CIS.
Incre.se
in accountspayabie 30,000
in taxespayable
Increase 10.000 P l a n ta n d e q u i p d e n t I f r h " \ u m p d n v n v e r i : r o n c y I n
- 60,000 assetssuch as buildings orequipment, then this shows.s
'cashout' (i. a deduction).
If the asseihad beensold, it
Netcashlromoperatons 3.690.000
60
2A CASH FLOWSTATEMENT
Exercises
24.1 Finda word in the t€xt oppositethat matcheieach 28.3 Referto the cashflow forecast{rom the prcvious
definitionbelow.Thewods appearin order. exerciieand markthesestatementsTrue(T)or False(F).
1 largemachineryus€din ndustralprocesses I won ol the capitalto startthisbusinessprobably
camefromthe bank,not the personalfunds of the
2 offcia y nrakingsomething
avalableto buy business owner.T/F
Klue bol dt the\t,,eof fio toanrcpafnent.in
3 (infom al) calculaliors relatianto the .apital in')
takenawaylroma tota amount;subtracted 2 Thewagesol staffwho actually makethe prodlct
(orservecustom€6)are fromthe
show.separately
5 saaryof the managerT / f
6 money,
espec
allywhenits usedto starta blsiness
or 3 Rentis probably paidmonthly,n advance. T/ F
producemorewealth 4 Thegasandeectricity comp.nies.reprobabypad
monthly, n advance.T/F
24.2 Belowyou will ree a simplifiedcashflow foreGit
5 ll isa conventionin account ng to shownegatve
tor a new business.Notethat a cashflow forecst looks figLrrcsin brackets.
T/ F
torward, unlikethe cashflow statementopposite. 6 Thefactthatcashfow wasnegatvein lanuarys
Studythe first two columns,then add thesefigurer in a badsignfor th s newbusinessT / F
the @rrectplac€in the third column, Continuein the sameway, answeringquestionsabout
companyfinance 61
Managing cash flow
Cashinflows and outflows
Ahealthy cashflon is oblioush itupo.tani fo r b!siness:it Top10 tips for improvingcash flow
enablesthebills to bc pai.l, the brsinesstube erpanded,and
lendersand nlvesiorsto be reassuredFoia $ell established M a n a g i n gr e c e i v a b l e s
.ompanv,cash{.lll also bc neededto pav a dnldend to '' '
Offer discountsto customerswho pay raptuy.
Sourcesof.!sh inflorys ar.: Aqhcustomersto nal,e a" i.ilial depost dl the
Paynents fron customers. time the order is taken.
Shareholderinvcstmenis.
'''
Runcreditcheckson all new customers.
'
A bank ove.drafl. . Haveheavilydiscountedspecia offers on sales
hterest on bank sarnrgs. of old i'lve'ltoryto gene'aip cash no\a.
Sou(.s of..sh outflo*s i..: .i lssueinvoicespromptlyand foLowup
ll'rch.Ne ofst{,ck and ri\L mai.rials. immediatelyif paymentsare slowin coming.
I'ruchns. of fixed asseis:ll cquipmert, nra.hiierv, officc Lookfor oplionswiLhpe.ss'er_ slowpayr'rg
customerssuch as a percentageprepayment,
Dailv oper.tnlg crpcnscssu.h as office srpdlcs or cashon delivery(c.o.d.).
llryments of sala.jcs,rcnt, !t:lities.
Loan ind oYc,driii paynlarts
D i v i L l . n d sk , s h i . . h o 1 d c F .
Managingpayables
|.rvnr.ni of tares. ' ' Negotiateextendedcredlt terms.
' lf yo! needto delaya payment,
communlcate
Controlling cash flow
with suppliersand warnthem_
Som of th! iicnrsrtr.\c irL'rnrlq dncct coni.ol and L;,nbc ' '
mrntgcd on.t d.y-ioiiy Lr.sis,othds lcssso. l:(r c\;,mplc, Look carefullyat your suppliers'eary payrner[
thc IiAt itcnl unLlercnshinflows (ic iccounis .ccc^ ;,blL') discounts.Will they reallyhelp you to reduce
ifd thc first thrce ilcms lndor.ish outfl(nls (('.ccounis overalicosts? How rnuchdlscountwill they gve
p i y x b l c ) . t r cn r r . s w h . r . i h f r c i s r c i l c o n i . o l . i i o { h e n you in exchangefor taking more of your cash
cashrntcllso. k'arcs thc coDP.u!. ()ihc. iiems rre less earlief Thedevi is in the detail.
nr.n.g.abl. on r day-l(ld.y basis,i bnnl lo.!i is .: stf.:rqti.
Leaseassets,ratherthan buythem,
d.cision with d onel)ff inrpi.l, p.vm.nts.f s.larics rnd
u t i l i t i c sh a p p c n . t f i r e d i i m e si n l i x o d. m o u r l s
Th. pnblenris this:nrF $uk irNlnvesbuyingsiock,using
A key ilcnr lh.t dircctlv ihpdcts cashfloe is jnlcnlorr
cqliptueni,p.rvnrgstali,ind payiig theiixedcosisof rent
mNna,ienrcD ( Sl .. . u n i t sl 5 a n d 1 6 . ) ' D c a d ' n n c D k r \s' i l l i n 8
in.t ltilihei, dll b.ior..nv pavmcntscomein. Youneed
on i slrclf,nr i siorerootu(,r in a $'archousr.r\tu.ls dl'nd c.sh
.ash (ie $atrknlg c.pital) to Llo!ll thnt, aDd.ash has k) cone
flow. Cashhas beentiken out ofcircllatio.. R.ducnrg'd..d'
lrotu someNhcrc ll vou hrle given a new .ustoner a ldrg
tuveri.,r), is a lrjor wa) ihai nranagcrscan conbol caslr
credit perio.l in oftler to s'in theif busiress,or ii aDe\isting
custumeris litc in paving nt a critical tinre,ih.n you might
Cash llow problems ha!e ver! seriousprobl.tns.
Mo1€busiressesfail due to casbflo$ prcblemsthan due k) So $hat cnn a businessdo jl it has foll$ved all the tips nl the
lack ofprofitabilitv, parti.ularh jn ihe earlv years This is box abole and still iituls that it hns a shoftfall lvith cnsh?Thc
b..arse ofoverh-ading,in other (ords accepiingnes (o.k lirsi stepis to take adlantagc of any emergen.yljne of.redit
ryithout harnig sufficientresou.cesb completeii and keep andlged at the bank.The secondstepis to mike partill
the busnlessrurnnlg. A ke\'.oncept here is'workjng capital' palments on lessimportant bills.And n finll option is to use
Irom a strict accouliing viewpoint, this is definedas .urrent a dnrd pnrtv to buv vour invojcesin rehtrn fo| them taking a
assetsmnrls currcnt liabilities'.(Seeunit 27 ) But from an per.entageof the totaL(called'factoring').
every.laymanatem€ntviewpolnt, ii's simplv haling enough
cashto pay the bills.
62
29 MANAGING CASH FLOW
Exercises
29.1 Finda word in the text oppositethat matches€ach 29.5 Completeth€ story about overtradingwith these
definitionbelow The wordsappearin order. words clear, delivery, fuffil,Iinit, outsanding, ovednft,
1 rnadeto feel €ssworriedabouisomething
Seepage149for somedilcussiontopic5.
Companyfinance 63
erofitabilitv
@
''j1,,
tlt ', :,,it,t, rl",tt:tfit:'
"Whotwillhappento profhsifour solesvolumedrops?" i,, \ii'ii i, ,r:::,.ti,.,',t.:ttrrtii;t?'
All the questionsaboyecan LrcanswercdLryknoNing one E\ e.v busincssstudentknorvs the classicgraph ot holv.osts
snnpLething:the relationshiFLrcts..n fircd nnd r.riable and rerenuc rise at a different r.rteas salesifcrease,an.l how
ihe.e is a brcak.ven point where they .rcss. The brerkeven
point is the snlcs\olum. vou needto exi.tly coler nll your
Fixed costs and variable costs
Fir€d costs,emain nrorc or lessthe sameregardl€ss01thc Breakelena.alvsis c.rnbe uscll lof dccking rvhcthcrn ncs,
lelel ofsalcs.Typicalcx.rnplesare salariesof permdnenl pnxlu.t i.teais wo.th llcrcloping. and for compuiing ihc
e'npkryccs,.dvcriisirg, R&D, rent, iiteresi on bank l(Dns, ne$ nrles figurcs thit wolrld bc n.cessaryif you dccidc k)
ins!rancc, hcntjngand lighinrg.etc. incre.seri\cd cosis(ct bv rcnting nror. officespa..).
Vari.ble costsircreasedirectly in p()potim t,) thc lelelof
sil.s TvFicil cxnmplcsare partsan.] m.tori.rls,$1rgcsof operating leverage
torpor.ty cmplov.cs,salcscom'nissnhs.deliverr chirg.s. Opci.rting llroralr is the cxtcnt (r which n lrusincssuscs
ti\.d cosisGrscomparrd to \ariiblc costs)in its otcr.li(rs.
Thcr. .rc ii.nrs dlit .rc Llifficulilo.alL.Boriz.,nrd nll .osls lf n irusincsshis hlgh fl\.d .osts, thcn i sniilL riso or irll in
v.ry l() sonx dfg|'(\'. Iht idrc{isnrS I(r.\im}nc is un,ill! s.1lcsrLill pnduc. i l.rrgcrisc or f.rlLin p(,fits l),1)t1tis nur
cofs crcd k) tr. i fir.d c{)stbccausri) it hrs n fi\cd L,ud8ot s e n s i t n ck r a . h a n g ei n s a l c sl o l ! n r o .
t(r erch .ccorntirg pornli .rntl b)ad(rtising cosisfo. i Kno*'ing tfu op.raiing l.!.nrgc giv.s nDn.gcrs n nrotu
(,h)lc lrnrnd willndt bc nl.rcised or decr.asedinrm.diate\' a c c u i t t ca n a l y s i st h a nl o o k n r gs i n r p l l r l t h db r c i k c v f f
in pR+uli(rl to tho s.lcs of individual pnluci linrs point. lt also nnrinds ih.rn k) kccp ti\o.l .osts lrw In otucl
to lituit do$!s . risk, and hchs th.tu t(r s.! th. .ff..ts of
Breakeven analysis substituiingmachin.N (with highcr fixod costs)for l.bo!r
Oncc vou know specifjc!.lucs 1orih. larious .osts, thL'Iirst (\!ith higher v.rdablecosis).
lhnrg youle ible k) do js i brc.kclcn anall'sis.
Contribution margin analysis
The contributnrnmargin is the percentdgeof eacheuLoor
sal.s th.t rcdr.ins rftcr the vrri.rblecosisare subtrnctect.
This
is th. amolnt thit is.rail.lble to.ontribute tuwards fi!e.1
cosisand profit. Coniibution margin is uscd iol
Comparethe p(titabilit\' oidiifercnt product liles.
Dccidewhether b add or subtracia product lile.
Dccidehow to pdce a p(rduci.
Dccid. hor{ to str!.tlre any conrmissionsGo that sales
staii arc encouragedto push more profitablehres).
Volume
Sale5
30 PROFITAEILITY
Exercises
30.1 Lookat the graph then underlinethe correctwords 30.3 R€Ier to the graphs in 30.2. Und€rline the corred
in italicr in the statementsbelow words in italics below.
I Reducng fx€d costs(GraphA) rnednsthat more / fener
s de sa r en e e d e dt o b r e a ke v e n R € d l c n g v d r a b e c o n s
(GrdphB) do€snot havesuchd biq efi€ct on the breakeven
lrrroni's/aae,ri:ri
Sales
(trqutesin €400)
1 lf pointA represents thenpoinlB
sa€sof 100uni15, l i n eA l i n eB i n eC
5alesrevenu-o 500 765 830
2 1fbracketa' r€presentsa proftof €100,000,thenbrackel
'b' represenrs
a profrto{ €l2a,aa0/ €2)a.oaa.
3 Thismeanstharan n1eateh sale\ot 2Ao/./140'/" Costol goodssold 275 325 374
I prcII aI 20%/ 11Aa/a
prodlcesan increase S.e- (oan "on 80 05 40
4 Thlss the phenom€nonol operatingleveage/ contributian S hp p n g c o n s 35 30 55
T o t a l v aar b € c o s t s {390) (460) (s6s)
C o n t rb u t o n m a r gn 22% 40% 320/o
T l r e9 r a p ha b o l el h o w sl h a tl h s c o m p . n yh a ! h 9 h o p e r anl 9
leverageAsmallrse n saes({iornA to B)produces a large r se
Saares
l n p r o f l s( l r o m ' a t o ' b )
5im arly a smalllall n saesfrom B to A prodlcesa large lal in Advertisnq
Elc
Operatingprof r
30.2 Thetwo graphsbelow are for th€ samecompany,
six monthslater.Notic that the revenueis unchanoed. check the definition ol'contribution margin'opposite to
see how the ./" figures in the table are calculat€d.
t x a m p e( l n e A ) :
Graph 5 0 0 3 9 0= 1 1 0
!9, rco- zzY.
500
Unde.linethe correctlettersin italics.
1 In orderto rnaxmizeprofts, theconrpany shoud emphdsize
li",eA / B / C n ts prodlctmx
2 Saescomm6sons on ineA / I / C maybe a litt e ioo
3 Thesengpriceofne4 / I / C s prcbab
y toolow
Exercises
31.1 Finda word in the text oppositethat matcheseach 31.4 Complet€the sentences about <urr€n(ieswith these
definitionbelow.Thewords appearin order woids: appre.iates, depteciates,floatt, pegs, props up.
I peopp wl_o -a- a bLsners 1 li a governrnent ts €lrrencyto another,
2 d o u n F L q , \ " r l o . o n a o ^ F w L o I n v e g l r1 1 o _ a yi r thenii keepst at the sameeve
"
government or company, wh ch promseeto paybackthe 2 lf a qovernmenl a currency, then t
moneywth nterest supports it andprevents
it frornfallng
3 (fl1lor.vordi)
the reaton in valuebetweenonecurrency I lf a currency freely,then ts vaue s
andanother (eg€/ $) alowedto changeagainst otherc!rrencLes
4 peopewho buyandsellassets (egshdres,
bonde, 4 lf ll'e ( r6esdg"n,LLhe$. L
curr€fcies,rawmateiat n the hopeof makng a quick \ tf rl-o 4 '. 9 dgo 19t t,re $ L
prorr
31.5 Fill in the missing letters in these commodities.
5 ..ddAno're dd gF'oJ .rarget
6 P -"q " ; ng .nd"rIl_P.Jd".e I E n € r g yc . € o i l , n a gat
2 Food.nd Ubr€
Now do the sam€for the words in 'Who are the players?' 3 Grainsand oilseeds:wh t, soyb
opp05ite. 4 M€at:ca €, h gs (8rEpigs)
7 fthr-.ewords)actinSasthe representatve
of; nsteado{ 5 M€t.s co ef, r ore
in whicha person
11 stuations or grolpgarnscontro Twoconcepls
thal arefundamentalto modernfinanceare
of a companyby buyng a or moslof ts shares everage
andh€dging.
i is usingbofiowedmoneyto buyan
12 (twawords)whenagove.nmentreceivesmore nvestment.Youinvest€100of yourown mon€yand€100
overa parncular
thant spendg perodof t nre - or €1,000 oI the bank's. Thisg v€syouenormolsproftt
i your nveslrn€nt sa good one,but a so magniiiesthe
' . o,ot oi everagen a rnarket
31.2 Putthe words in ead box into two groups,based
on theirmeaning. increases volatilitylf the marketmovesagainstyo!, t's
notilsl yourown moneyyolJ'reosng,but the borrowed
b.a! br|| dep,es.ed.lattirg
.baofr.g. Ta..el money.s we . SoyoLrhaveto se shares qrJcky to
neauntlnstng s(onq weal
mi.imlzelosses, andlhisdrvesdownthe marketvery
a goad,high-tisk,profttable,isky, secure,
saund, speculatlve,
wotrhwhile 3 meanstry nq to protectyounef
againstrisk.lf youhold, lot of shares,
foreiqncurrency
or
31.3 Makephrasesby matchingan item from each o
, yoLr'llcearlymakemoneyfthe
priceof the assetgoesup. Butif the prceqoesdown,yoLr'll
1 9o -\ capitalby irsuingbondt lose.Youc.n hedgeth s riskby buynq a d€rvatv€that rs
2 s t \ short'term papea
debtwith commercia structurcdio makemof€y.s the plce of the
3 raise sfrares
on a stockmarket falls.Soil the marketmovesaqdnst
\
4 payback -- pub c with an IPO you,at leastyouhavesomeprotecton.
5 iund
6 manipLrlate a startup with venture
capita see page149for rome discutsiodtopics.
F i n a n c i aml a r k e B 6 7
Investing in stocks
'bid/offer
sto<ksand shares spread')is the protit ihai toes to the exchangeand
The word ttocks' is !sed in ihc US,boih 'stocks'and 'sha.es' other people$ho handle the hansaction.
]n the UK, and 'equities'inside thc industn The people$ho
Funds
oa'n them nre knos,n as stockholdcrs/shareholders. (Plalers
in the market are shown in unit 31.) Insteadofbuving siocksin an ndivldual .ompiny, you ca.
buv *ocks in a lu1d. ru.1s hold a rangeof sharesand a
Acompany's sharesfirst appea,on a skrckerchangeat the
di\ersificd portfolio helps to spiead risk. The fund managcr
IPO (initjal prblic ofierlng).lsee units 1 and 31.)Fron this
picks stocksilith th€ help ol analvstswho hale expertiscin
poirlt, drev begin to be.cin.el! i.adcd on ihc e\change.
part'cuLnrareas,for exampleChinesebanks,or small blotech
Peopleb!y stocksf(r hLo reasons:
comp.nics.or di'idend-paying.ompanies.
Stockspn! i di\idend. \'o! cin scc hom ihc nrconre
I n . , * r , , . . h . ^ - " ' , r . . 1 ' ^ nr i . " l . r . i - .f r h H i - h . ' l . l i n r8l -- c r l
sLrte ent in unit 26 that sonr of thc lrcfit that a .onlpan!
past perfo.mnnc.. thcir m.nagea their risk proliLcan.l thcir
nakes is returnedto ihe sharchol(lc,sere^ yc.r as a
divid.nd pa)Drent.
0,c pri.c oI lh. stockon the markei.in eo up. If lou but Evaluating a stock
lo{' ird scll high, !o! nrkc . prcfii (ie r .ipiLrl gain) PRrfessnrnal in\esktrs k{k ii. {holc ranScof fickts when
Obviousl)'r'o! can ilso m.k( a loss. d e c i d i n !n h i . h s t o c k sb b u v :
\'{.' 'i' r . l ' i r l 1 . , . i . l r , ' _ - . 1 , ,, . . . . r -
"1.
indcpcfdcnt.Thcrc 'night Lir.r $cll
cn.blishcd .onrp.ny lr thc hr.lthc.ro
or rftt Niailing .er that pi!s i hlgh,
.onsistcrt (li!iri.nd ev.r\' !.ar, Lr!t
whosc s().k |ric. chrng.s lcry lilll.. SWOToflh€ companY l).5: rnr.r.il!. \.rnn l) .r, ..
litL,.rl\,, thcrc nrighi Lrc.r inillcr
.onrp.rny in thc lcchnol()gy ncl(n I ! si |r (.rfl! r t(iA,r.rllr,i( r-\ r..ri1r!
w h " s c s n ) c kt . i . . i s g o i n g ! p r . p i d l \ , .jtl]i.i)\L]lnj]l).i]li]lljJnJ]j
Exercises
32.1 Find a word in the t€xt opposite that matches each :2 I Complete the text about financial ratios with
detinition below' The words appear in order. t h e w o r d s i n t h € b o x . C h e c ka n y u n k n o w n w o r d s i n a
1 (h,vor,vofdJlaccountifg. p.ott thdt s mddeTromthe s. e
8 p r o d L r cbt se n g p a n n e do r d e v eo p e dt h d tw be.!arible I E P SE d , n i . g sp e rs h a r eT h ! ! t h e n e t p r o f t a f t e r l a r
d v d e d b y t h e . L r m b eor f r h a r e st h a t h a v eb e e nE s u e d
9 p o 5 sb t i e 5( e s p eacL l yg o o dt h r n g st h a rm q h l h a p p € n ) t s d b a 5 . m e a s u roei "
. b t y t o m a k em o n e y r
1 0 f r h r e ew o . . / t l h n g sl h a l m a k c 1 d l f . ! l t f o r . 2 P / EP rc e t o € . r r n i n g.s. t o I h s L 5t h e . o m p . n y ss h . r e
n e w c o m p a n tyo e i t e r . m a r k e l1, o re x f m pe t f r c p n c €d v d e d b y t h e E P SF o r a n r n v e n o rt ! p r o b a b l y
n e e dl o f , o t o l . . p l i l o . 5 p e c ., z c dk n o w - h o w i h . 5 n q e m o r t m p o r t . r nrtn dc . t o r t s l r o w !w h . t t l r - "
m . r k e t s w l l n q t o p . y l o r t h . a. o m p a . y ! e . r n n g 5 t s
1 1 a p n . e e v e o n . n o c k c h . r l l h a l h a ss l o p p € dp r e v o u s ! ! e d l o o m p . r e c o m p . i r e r . t l r es . n r cm . r k e t . h i g h
P / Em € a n st h a l r h em . r k e tl r . ! h 9 h h o p e sl o r t l r e
12 ltwa woftlt \||a pata el ne5drawn on a no.l charl . o m p a n y 3i L r t u r ,b" .L r i t m . ' y. ! o n d . a t e t h . t t h e n o c k
l f a t c o n 1 a rlnh e p r c e n o y e m e n t o
! ! 0 r a p € f i o rol l t m e
3 P / 5 P r c e - t os , : r ert d t r oT h5 : : m a r t o t h e p r e v r o L r s
l 3 h o w p a y e r si n t h e r . d r k e tf e e . b o u t . n n d v d l a l n o . k o r
l h e . n n u : s ae s p o rs h a r e t s l s e t u l$ / h e . e l a l d t i 9
l 4 a s e . r eosl e v e n l st h a l h a p p e n . q dn a n d . q a n n t h € 5 r r n e y o u n g . o m p : n r ews i r h o t s o l e a l e sb u t t t l e o r n o
o r d e ro r a l t h e s a m et r r . e s
4 ROERetlrn on eq! ty Th s s the net proft afier tax
3 2 . 2 M a k e p h r a s e sb y m a t c h i n ga n i t e m t r o m e a ( h
d videdby the shareholderlequty lt |s a rneasLrre of
how effcientlya companyuse5ts 7
I m a k e a d v d e n d- - - - to prodLrce earnnqs
2 quoteabd .\
5 Div;dend Yield Th s s the dnnLraid videndper shar€
I h a v e . d N e r sJ e d d v i d e db y t h e s h a r ep r c e l t s h o w sy o u t h e r e t l r n n
d videndslhai you qel when yo! buy a stock Yo! need
5 rsk 1o know lh s I you re ookinq for req!lar dLlidendsfrom
5 qrowth an esidblished .ompairyratherthan the chanceof a
p e r l o r n r a n cl oel a l u n d ) 3 trom a h qh riskgrowth stock
8 investor
S e ep a g e 1 4 9f o r s o m e d l s c u s s i o tno p i ( r .
l arkere 69
F l n a n c l .m
Recruitment
Rccruitnent Fning) is a tev area$ithin human resolr.es. At ihe inten-ieh thereare a nmber of stagesthat you will
Thc processinlolves nany decisions: probablr 80 ttuough:
Be$n br estabLishing rappori with the candidaie.Th€y
Should you hire a full-time employee on a tyillbe nenous, and vou $,a.i to put them at their ease
permanent contract? so thai iher cd e$ver qreshonsprop.rll You can also
A flli tine cmployeeis likely kr hayc a beticr skiLlsei.morc . h e . l ( L r . r b ji \ I n - ^ . i i l i / F a n d b n l l r p n , r l )
expeiiencc,nore loyatty,rnd you wiLl hale nore control Outline the conpanv backgound and where thejob fits.
orer ihcir iinc. On the other hand, you re taking somerisk Encourag.the candidateto talk about ho$' their skills and
with your commltmenttu this individual, and you \!ill ha\e expcricnceare releeani.Ask opcn-endedq!€stions and
exha costs(.9 paid lacation) to.onsid€r Other options keep thc inten ierv movint and on track.
Closethc nrFn ier!, and indicatc to ihe.andldaie the nexi
Fixcll-tcrn.ontra.ts. step and ihe iimeframe.
PalJ tinrc cnployees (eg students,.ciirccs,nldi! uals Ratethe candid.te $hil€ thcy're freshh vour nird. Kccp
' Te'nporaryhclp ('t€mp{, re(ruiicd through an agcncr). Afier the inte^ ior nnd dependinilon thc job, thcrc nr.y
Indepcndcntcontractorsand f.cclanccrsh{'ho mighl work be furiher tests.Thcsccan incllde praciicaltcsts(ofNanuil
ofr your prcmises). s k i l l so r c o t u p u t i n gs k i l l s ) . n dp s y . h o m c t f i ct c s t s
Rrorganiznrgthe depatmcnt b nllocaicwork in i (€g prcbleh soh irg, cl€.isionmaking, urtcrpcrson.lskills).
Som! hrgc compani€sha\e spcci.rlisscssnl.ni ccntrcsto do
Exercises
33.1 Finda word in the text oppositethat matdes ea(h 33.4 Findtwo words in the secondcolumnin ex€rcise
definitionbelow.Thewords appearin order. 13.3that are usedwhen th€ employeedoessomething
.
liurndn,o\our.ost.ar9eot + r \ wrong, not when the companyneedsto savemoney.
2 b . ld 19,rLdr. bJs-e9s-ses /
3 decideto usea particLr
ar amolnt of money,
trme,etcfor a
panrcurarpurpose 33.5 Underlin€the correctwords in italics.
4 e/dr r"r o. rharyoLfave pds,ed 1 A candidate / An appliGntha, simplyaskedfor a lob (egby
5 i dir g 01 "bodv who tds l'e flg\r .l s 'o d sen ol sending a CV)ta candiJate /an applrcarfis beng actv€ly
consider€d for thelob by the company
lob and peGuad nq them to ledve th€ir pres€nt lob
2 A classifiedad I displayad s a short preceof text; a
6 (two wofdr) peoplewho haverecenllyjo ned an cbssnied ad / dBplayad hasa boxarolnd t andcanhave
orgaf zat on
7 (phrasalverb)ptaleclssomeoneby hid ng unpleasantfact! 3 lI yououtline/ highlighta po ni, youmakepeop€ notice
about thern it andth nk aboutit; t yor autline/ highlighta pai , you
8 (phrasalyerb.)readinqsomethinqto find the i.formation descnbe the man deas
3f.5 Crosrout the item whi(h hasa diff€rent meaning
9 a pre'design€d formatledfor a pa.trcular
docLrment
purpose
'0 ret io 1 to cornplete,fillin, fil out,submitan application
form
.l_o of u_de'slaldr_g
f €rdhress c_drespect 2 10aftend,be calledfot, carryout, get, go far an nletvtew
3 lo allacate,assign,delegate,givesomebody,setsomebody,
hasa partEuar standard
11 decideihat someone or level
4 ro be fa@tlwith, catryaut, do, fulfil, peiarn a task
Now do the sam€torthe words in Tips tor a coverletter' 5 ro havea challenging,daunting,difficult,hatd, thankless,
Seepage150Iorsomediscussjon
topi.s.
Human resosrces 71
Pay and benefits
t'ay is often referredto as'salary'in I'hite.ollar jobs and Benefits
'wages jnblue
coll.rjobs. .ompanv offersa compensation
Ben.fiis,the secondareaofcompensation,are covere.ln
packagc(= pay + benefits)to emplovees,and this is the main
ihe tablebelow V.nv of thesehave a minlmum level ihat
way to attra.t and retdin thenr.
is requiredbr las',but an opnon is for the companvto
Levels of pay
How do vou decidcnhat levelofpay is appropriatc?You
. J n - . " r b i f , , ' d . [ e o ! th r r o , h c r m l ' o \ e ' - , r . t . , . u 8 A n n L a l e a v €d a y r( p a i dv a r d t o n )
The best wav to get ihls infornation is probabh'netlLorkirg: Srckeav€
ask existnlgstaft counterpartsfronr oihcr.ompanies, pcoplc T me off for pregnancy(mdternty
.lready doirg thatjob, eic.You could alsolook at ihc job eave).b rth, mov ng hous€,elc
adve'lisenentsjn loc.l nerlspipe.s and igcncics,or pcrhips
consuli with yo!r ch.mber of comnerce. Life nsurance- attractveto people
with la.n ies
Sometimesthe salaryfor a job is fi\ed; ar other ritres it m.\
bc opcn io dis.ussion,for cx.mple ai interlie$ or *hen i job P r i v d thee a l t hn 5 ! r a n c e
otlc. is nude. A studcnt lookmg for their iirst job p.obablv D s . b i i t y n s u r a n r (ef o rs e r o u s ,
won t hi!e n1u.hlr.f8nnring $Ner ocr p;r\,,but other p e r r n a r e nI rn l u r e sr n a rc a l s e o n g -
pcople might. ln parlicular you ha\e a Fosiiionof strcngthif terrn ossof n.ome)
you hd!c srrcci.ljzcdskills.ir e\ishlt tob, ind rou cin see Pension plan The €inployerlsua y sets!p the
lhii the .onrp.nly n.cds yo!. (for p an and makespayrnenlsnto t,
ticsidcsddc nlg how nruch io piy nds' hires,the othcr r€tirement) but the empoyeecan a so rnake
miior conce ofcn\rloycrs is hos mlch of a ris! (AmE contrbulons
txisc) kr Bivc cxistingcmpkrv..s. Thr thre basjcappr(r.h.s,
w h i c hn r c o f t c nm i r . d , . , c : Workers' Proteclon againstossof ncome
(li!e rvcryono tho sinlc (ompensation (and for medcal pdy.nents)due to
Fcrceni.rgcrisc.
( ) i l ' { . . r . r . ri ln , r r _ t . | , ' . \ l , { ' l . r F t . , ' r \ , r \ i . r a w o r k - r e a t e dn j u r y , . c cd € n to r
ll.vr .n inc.ntile schrnx,wh.r. p.rt of tho ris. is a bonus nes5
brnal on p.rtortuan(e, rcsultsor profits Frangebenefits Car
Laprop..nob e device,etc
Pertormance-related pay
N . 4 € . n b e r sohf pa h e a l t hc u b
Th. pros xnd consof optnD 3 above(ie pe orm.Dce{elded
Empoyeediscounton the company!
piy), ar. \!ell known:
own products
Pros lt providcs r si.ong nriti!ition to work well, collcagu.s
Reocationexpenses
know who isn't pullirg their wcight rnd resentit if thesc
Peoplcar. p.fi the sanL'.
Cons lt createstensidr bchlccn colleagues,pe#ornlanceturr E\ha benclitsofler great llexibiliiy in how you rcwnrd
be diifi.ult to measure,emplo)'c.ssiop focusingon qualit! of emplovecs.Reselch in the UK has shohn th hc mosr
work and jnsteadjlrst fonrs on thosefacnrs d1!i affecipa\1 comnronbcnefitsoffe.eclby largc conpaDiesarc cmploycr
pensionpl.ns, life insl,|ance,an.l an increasednumbcr
It is ofcourse possibleb gi\'. a bonls to elervone at the end
ofannual lcavedavs.Other popular bencfiisrrludc
of the v.ar ifcertain targeisare n1ct,and this olercomesthe
objectionabout.ompetition undcrmining team$'ork. n , . t r - . r ' n . l , 1 . ! e l o . n p n r. , p p ,{ G n r t r F - u , h J - - n i - r r .
2
34 PAYAIID BENEFITS
Exercises
34.1 tind a word in the text ooDositethat matcheseach 34.4 Matcheachword in the box to its closestdefinition.
definitionbelow.Thewords aooearin order.
1 (twa wotds)ofricelobs(atherthanfactoryjobs bonus commission incone overttne pe*
remuneratian rcyaw salary wage vveiqhtinq
2 (humanresaurce,cantnueto emplof keep
1 a regularamountof moneyth.t youearn- usedfor hourly
3 : <.r o< ^f 16^"1:r andb ue-coar jobsfusualtusec/
/ daily/w€eklypayments
(threewords)advantages
anddisadvantages
a reguar amountof rnoneythatyo! earn
- lsed for monthlypaymentsandwh t€ collarlobs
5 (thrcewards;idiam)daingthe r shareof ihe work
8 rhFp'acr(eo'obe)rng
a aw the rnoneythatsom€one is paidfor the extraho!rsthat
9 oderedby l.w theywo.k
l0 unfairtreatment an amountof moneythat is p. d to somebody everyt me
th€ysella product
Now do the samefor the words in the box opporite. a payment thatsomeone 5!cha5a writeror muscran
11 a conditonin whichsomeone isnl abeto usea paftoi 9e$ eachtimetheirwork s lold of pedormed
ther bodypropery
12 (twa wotdi I|ingsthatyo! g€t in addtionto yourbasic exlramoneythatyou?epaidin addiion io yourusua
cornpensatr0npacka9e y asa r€wdrd'o goodpeJo "lalcF
salaf' especra
34.2 Makephrasesby matchingan item lrom ea(h erlraarourr o' paygiverbecaLse yoJ$o l in a'rarea
whereitl expensive to live
1 compensation----\ scheme
'- l0 something extrathatyougei froma lob,v€rymuchlike
2 bargainng packaqe a fringebeneiit,but it canhaveno monetaryvaue for
3lncentive wage example the chance to trave
4 tfe
5 m nimum 34.5 Crossout the qle word in itali<sthat does!91!
6 materniy makea word partnershipwith the key word. Checkany
7 pension unknownwords in a dictionary
8 end-of'year
aftractive,aveage,basic,campetitive,
34.3 Write eachitem next to the corred definition 1 a / an genercus,grcss,incenttve,monthly,net"
belowt life insunn.e, pension, rctitement, statting,substantial
'I thet meafteryoupermanently working
stop
) a --sab\
.. awatd band beneht.... ^*"e. h;-
moneypaidto yourlarnly whenyoud e pdctdge tdage.teaew x"te
5 Thecompany
paid my aptop.
Seepage150for somediscussion
topics.
73
,rrrr., in the workptace
@
The pievious two units coveredrecruitmeni,salaN and benefits.Theseare the coreareasof human
rcsources(HR). Brt therea.e a whole vadet_vof other norkplace issues,both big and sn.ll, thai HR
mana8ershare to deal s'ith. Small firrns often sort thesethhgs out inJormallv,but in a largeorganization
a uion rcpreseniafi'emight becomeinlohed. Most of th€seareashale legal requnementstliat HR has
to noniior and ihe papenr'orkrequired for this mav be a ia!8c part ol the irork of the HR department.
W O B X I N GH O U R SA N D O V E B T I M E
T h e s e a r e L r s l ay c e a r n p r i n c p e b u t w h a ta b o u la s t u a l i o n Discipli nan and tl isntissalptoccdures
whefe there s too mlch unpad unoilicia overlime? And is t ' lhrl qr'^'mFond'rr
aways c ear whelher train ng and lrave count as parl oi lhe snrr'"r'rr ol L','rr\"''
- ;.. ..''':',."' ',, ''\'rcl'l'r' nlP 'lr"'r'rrri*'l
iob and whelher working unches colnl as working hours? " {lghting' f'$d
*ltt,out noticc rhoe nighr indudc
HF cou d become very unpopllar wtii oiher managers rf rt
hiPPerrs il an cltpl)vce warts t)
taes to enTorcethe rlles in lhese areas loo slrclly theli. c(c Bui lfha(
$ Nr' I rrr\I r'lr - | ! Nr
, ' n u c : ' l r g a i r r ' r' c ' ' l r ' r j ' r ' l r
: , , u , " ' r l " r l ' P " Jrlr' u ' ' ' l ' r r 'r?' r ' ' h c l
.'I",,, -
r" '"ri' I
i."."",''"'','" '''|l"'"" 'r"'."'
Leove dnd dbsen.e Agan LheP.n(pLesarc cea bLnwhnr
hrppc.5 when a s.( ch lrl reels cokrerfterforsevera dav5lwhat rrr'lr'r'' lrl i 'l ^ 'n
'1
q"..' "
" ""
happcnslsorcone s msng wo I be.alse or sc 'ous pe'so'a ".u',t,c"
i\{r:. IloN are ilNse rvr rngs gtrcr':
p.oblcmslWhat hiPpe.s f everfonewtrnl! 10 1akelner ho davsm
ihe samenme . the slmme rn.l ihe e rt ro-onc eft n the ofllcel
What lripPe.s 'i t hr! bc.ome the norm lor PcoPe10 lcile worl
ea-y on Frdal ate noon bui .o$ fie ncw CEQ doesnt !kc t
and wi.ts HR to do somelhng abod tl !s!.iv rh./. tr trot..tror !nd.r rhe rw t.nj dis.rnrfilon
o n r f l l g r . ! r i d 5o r : . r , r ; ( . , . l l l r . o r i ! . n n i . f r r t d r a b t r y '
j c r l a o r . . r < r r o n i c l. l . . , . r C .. r . l
dj,xrr ,il!5 jlr \tn!d
Health and safety
)
t ,
d c cd . . j . . r d r . o r . n f r . t r , c . tv \ ! c r r t r ow o l k l o r cbco r p j
r ' r : l r h . i . r . c u n e . r ! i r ' o u r c .w
t i i . r l r h r . r L e . . . t , i r r th c r c m ! f r
,\ r , 1 . ,! D . . o r n r n c f (b5. h f d p . . / r . 5 b . L l i \t h , l , 1 h . ! . r r , . r o rn r e l o b
. r r : , i r r r , l i ! i : i l r : i : l : : , i: : _ r '
. r ' , i I : , , _- ._ ! : , : l r r i : ..- -
!,ii.
Drr4rl lr: r I .i ri r i , i1 r , i l r ): : ,: :. Work-life balance
hoLr9or ob
lor workinqflexible
Arcthereopportunilles
ro 'otseo-e ^c-r'0
\ n d l n q . l n r r m , g n lb F r r r o o ' i a n l
Dealing bith hara.sstwrt - o " , " o ' . p " r a n ' F r u - 1 n gL ow o 4 ' l r e '
io *o r r.-
and.bltuging that one pe6on
a new baby.lf HRcre.testhe precedent
do vou slop
This can begin jn very subue .an wo* lrom homeone dav a week' how
wavs - and tead ro a laige everyofewantlnqto do t?
compensaiionaward againsi
vou if not deatt wth prcperly
GRIIVANCE PRoCEoIJRtS An empLoyee may what happens il an employee sees evidenceol Iraud or bribery? k there a
have concernsor comptajntsabout thejr procedlre ,or them to report this conlidentially?What happens il they do
work,emptoymeni terms,workjrqconditions
report il, and then reelthey're beingvictimizedalterwardsIor betrayingtheir
or r€tationshipswith coLteagues.If so, they
colleagues?What happens it th.y ieel il! being cov€red up by the conpany,
nraywant io discussthem or bdnq thern
that there is no use reporting il internally.dd so they wanr ro nake it public?
fornrattyto the atierhon of HR. Theywitt
Inc.e6ing\r govemnents are putting in place legislationto p.orect whlstle
expect NR to addrcssand resolvethese
blow€rs,dd HR will have to enlofce lhis.
gnevances. k tlre prccedurcfor dojngthis
74
35 I55UESIN THEWORKPLACE
Exercises
35.1 Find a word in the text opposite that match€s each 3s.4 Underlinethe correctwords in itali<s.
definition below The words appear in order: Iirst down I T a$o.d. regd.ald dr .o1 drc.oq(1rt.. b..roqol.
the left collmn, then down the right. rlatuto4/ 15rnor€torm. .
1 an organzaton that r€presentsihe workers n a partic! ar 2 The words ' aws' and ' €g slaton are verysim ar, blt /awil
Inousrry /€glJlatlo,is moreformd
2 ."leoeooeobF)" lFo ds 3 Th€words rules'and 'reguaUonr'are verys m dr but ruies
3 a periodol tln€ wh€n you re allowedto be awaylrom / regulatlonsi5 morc formd
work 4 lf you sayyo! drent s.tist ed, yau nake a claimt complaint
4 (alwaysusedwith the )what s lsual, averag€or expeCred lr you nrake. demdndfor romethingthat yo! havea right
lo rec€rve,you mak€a c/a,n / compla/ri
s fixed by dw 5 Atr in.ident/ accidents lun sornethng that happ€ns,
6 the practiceol keepingrh nqs aroundyou c e:n wh€re.san 'ncrdent/ acciJert is d s!dd€n ev€nt nwhrch
76
36 YOUR BACKGROUND
AND CARE€R
Exercises
36.1 Finda word in th€ text oppositethat match€seach 36.4 ComDlete the sentenceswith the words in the box.
definitionbelow.Thewords appearin order. Allthe words are usedwith'career'.
1 ettersor numbeEth.t showthe qualityof a nud€nr3
chasen concentrcteon
2 fhro r1'ords)
thingsthata nudenrdo€sat schoolor colleg€ oppanunntes ptonEtnq
thatar€not partof the course
3 (phrcsaiveh) eft lniversty beloreth€ (ourte had fnirhed 1 Youcan a qoodcareerfor yourself
asa
l.wyer Butyou'I hav€to worka ot. Forthe nextfew years
moneyq ven by someone,especi.ly the qovernment,for yo!r career,notyour
a p a r t c L r apr l r p o s eG m a r t o s c h o l a E h i pw, h c h o n l y socal life.
ref€u to moneyfor study) 2 li you havech dr€n,you ll needto take a career
a courseoi nudy at a university, or the qualifcaton that . Butdont worry- yolr sk s are
youger and 'm sur€thatyo!r careerw
6 a studentwhoworksin a job in orderto getexperence wh€nyoure n yolr forties.
3 C h a n gn g f r o mf i n d n c a l c o n stua n i t o y o g at e a c h €ifs a
7 reatingto th€!k lsyouneedfor a padicuarjob I t m e a n st h a t y o u r
careern financewil
4 PF!. b,ig!'l yo.n9 Tdr !^il' very
verb)continlrngto do a job or a cou|s€afterthe
8 fphrasal "
expected
timeof leavng careerrnfrontot h m. I m surehe'llrnoveup the career
yourstudres
9 completing at universty andgettinga degre€ very qu cKy
5 Sheachleveda ol in her
10 busy;lul ol actvny tookadvantage ol the rnanycareer
11 (twowordsJ verytiredandwith no energybecause of avalabein lT prolectmanagement andwentrightto the
workng too hardlor too lonq top of h€rprofession.
12 (fau wotds)lo d my erilployerthat I wouldbe eavingmy 36.5 Completeth€sememoriesby putting the verbsinto
job soon;resgned the corrcct{orm: pastsimple,pastcontin{rousor past
'J
ra\e ed lor opd,.ra.$ rho-lr-cf _no-e). carO'ng perlect.
everythng needed for fe in onebag ,)it remember thatoccasion verywe - t waswh e I
14 (phtasalverb)sla vinga quletlife n oneplace,especially , l*o,k) at Omnte t was n the
wnenyougel marrred (iust/fii sh) unch-
(write)a reportal rnydesk
36.2 Make phrase!by matchingan item from each (get)an SMSon my mobilephone- it
{ " s l o r . f e a o h u - u r cg g e l o j .n / r r r g _ l e r o d l r ' " r
I qet a p a(e-------\
(be)verysurprisedbec.useI
throughcolleqe
2 drop oui
--at (not/contaci)any agences likethai
un versity
3 workyourway . (wat) untI no-one
( l s i e n )a n d t h e n '
(cai)them l'm sureihey ro (wait)for
5 beshort-lsted
a vacancyalmon immedidtely my.. because iheywereimm€diat€ly
veryfriendly.
They
7 regster (aready/ findout)a or aboui
8 lind wth an on ne agency me by doing a Gooqlesearchon my name,and that they _
'' (*ant)tohdvedmeetngwihm€..'."
36.3 The third paragraphoppositeusesthe word
'eventually'.Thisis a lalse friend in manylanguages. s e e p a g e1 5 0 f o r 5 o m ed i s c u s s i o tno p i c s .
Ti(k (/) the E!9 correctmeaningof 'eventually' lrom the
STRENGTHS
of the company WEAKNESSTS
of the company
products:quatjty,vaLue,retiabitity snaltrnarket
share
promising product pipeline weakbrandimage
modern equipment andefficient process
manufacluring gapsrn productrange
eflicientdistributionneiwork poormanagemeni informationsystems
strongcashfLow satespeople
insufficient
lowspending on innovalion
andR&D
morat€,
commitment,
teadership
0PP0RTUNITIES
in the market THREATS
in the market
majornewcontracts
growthin the o(istingmarket .hF:nFr ("h<Hr 'tF nr^.1,'.f<
cnan$ngconsumer tastes
devetopments
in technotogy slovrdown
in the economy
competito19'mistakes < '..p(< .f 4.i(tinn .^mncr ^r(
partnerships,
agencies,distribution entryof n€wcomp€tjtors
potjticat/ teqislaiiv€etrects
a shotageof keyrdwmat€nak/ pats / conrponents
78
37 YOURCOMPANY
Exercises
37.1 Finda word in the text oDDosite
that matd€s ea<h 37.3 Completethe companypresentationabout zara
definitionbelow The wordsaDDearin order. with the words and phrasesin the box. Checkany
1 eventsthat markan moortantstaoen a orocess unknownwords in a dictionary
80
3A YOURjOB
Exercises
34.1 Finda word in the text oppositethat matcheseach 38.5 Coverthe oppositepagewith a pieceof paper.
definitionbelow.Thewords appearin order. Underlinethe correctwods in italics.
1 (fwowords)ihe thingsthata pe6onor organization
has 1 lwotk fot / on I to a family-owned busness.
donein the oan whichshowhowwellthevhavedone 2 | spe.ialzein / on / to lightingnstallaiions.
3 My backgrcund is forl,, / w,thenqineerlng.
2 (phrasalvek) p'eparcsa ff tten document(e9a lin, plan, 4 l'm rcsponsible about/ for / of the nital contactwlth the
4 I6e watd caunteeaft / opposifenumberrefersto someone 38.5 write a ti<k (/) ifthe sentenceis grammatically
with the samejob asyouin anothe.ocanization; theword correct.Write a (ross (f) if it is not.
carnLerpan I appatiter,Jrber .rlayhaveLhesanemeanrng, I I'm responsiblefor this. l
but is a so common y usedfor sorneone in yourown 2 I'm the responsiblefor this.f .]
organization who hasthe samejob but in a differentplace 3 l'm the pe6onresponsible for th s. i I
(ega dliferentcountry). 4 Thisis my responsible. Ll
5 Thisis my responsibility.
LI
38.3 Complete1-3 with endingsa-<.
1 lf yougef downto a iask,yo! ... ll Seepage'l50for 5omedis(ussiontopics.
2 lf yougef on lvdha task,you... r l
3 lf youlufll a task,you.. . ]
a complete it successfu
ly.
b startdoingit sefouslyor with effort.
c contnueafterstoppinq for a shortiime.
38.4 Make phrasesby matding an item from each
II .:r"--\
taKE on top of thefiling
\
J OVerSee \ a backseatfor a while
4 h.ndle \ nitialcontactwith a client
5 keep
incoming
calls
Youandyouriob 81
Telephoning - making and taking calls
In the dialog1rebelor{ Ccline Perez(CP)callsMaunce Noiice at tine I horL the reccpiionistgnes a lery turll
Cassidy(Mc)on his direct line.
Noiice at llne t hos,Gianfran.o answershis inrena,
N,4C:
Mauf ce C:ssidy
cP Peo Mdur." tt..r.cprrFD","/p"".r,
Ce ne - how n ce to h€arirom youl How are thinqs
N,4C: fhe phrases you need tg
CP Fne, fine. Malrice s th s a good l,nreto 1: k? Are Answer the phone
you in the nr dd e of something? (rerepton si) Goodmorrrng,ICTlercsatpeakinqHaw
N4C No, now is good lun et me c osedown ih s
^.1t
d o c l m e n tl ' v eb e e nw o r k i n go n O K w h a t c a nI d o I L"1a o\o.o h.a .d.- Dapt \ t
N o l i . c h o w M n u r i . os l . r r t sl h . c o n y . r s i t n n i n n h i e n d l ! r:reetings
w . r y . r lti n . 3 . He at Haw ate youl
Notic. how Crlinc chc.ks thni ih. olher pdson h.s Irm How nt.e ta heatlrcn yout How arc things)n PatisT
Ah! tdt.Jn'trccagnizeyour vote!
Noticc nt lin. l'1 how Celnlc lses n irc.l t.nguigc fhanks fat caling - dtd you get ny en l?
(ic pisl f().nrs:rrrr,!l,rlrl.!rr) n) encouragt NIC k) gire Che.li it's a good timc
i n l a n n r t n r l s h ed o c s nt h . n t h i n r n ) i e . l u n d e ra n ! ls ths a gaad tme ta talk?
Arc you tn the niddle of sa.nethinq?
Ii the scconddi.logue bekN Vonila phoncsr compinl n) Da yau havea tecond?
isk aboul lhojr Nr.ket kseirch sc^ ic.s. Sh. speiks fin n) E n € 1t h € c a l l
ls Ihercanythtngeke I can helplau wnh taday)
Thankstar Glltng / lt's been nice talktnq ta you Bye
R e c e p t on G o o dm o r n n q ,I C TC o m m L r n c a t o nT5e r e ! . fhanks tar yout tine
s p e a kn g . H o wc a n h e l py o u ? AK. leave it vlith ne. l ll .all yao tonorravr' aft-.rnoan
N / o nk a :O h , q o o dm o r nn g I d k e r o s p e . kr o l o m e o n e
n yoLrrmarketresear.hdepartmenr.
Re.eption6t:Can haveyouf name,p edse?
Mon ka: Yes,t\ l\4onlkaWeber
R e r e p t i o n i rOt :K , M o f k a , p e a s eh o d w h € t r r y t o
E2
- MAKING AND TAKINGCALL5
39 TELEPHONING
Exercises
39.1 Covertheoppositepagewith a pieceot paper. 39.4 cover the oppositepagewith a pieceof pap€r.
Now try to remembefthe words below (Thelan letteE Underlinethe alternativein itali6 below that is more
have beengiven.)
1 Heo Maurce, s s Celn€Perez g I Goodmorninq,lcI Teresa speakiry.CanI helpyou?/ How
2 Ce ne how e to r from youl canI helpyau?
3lsthsa d e t o i a k ?A r ey o ui n t h e 2 I wantto speak / I d liketo speakto someonen your
something? marketres€arch d€partment.
4 lust et rn€ se wn thisdocument l'vebeenworking 3 PleaseGn I haveyov nane? / CanI pleasehaveyaur
nane? / CanI haveyour name,please?
5 The on I'mca ng s seof thefrrslquarter 4 /m //t3 Monik.Weber
5 OK,peateholdI waitin rne whie try to connect you.
6 Thesalesrepo.tdoesn'tgiveany€xplanaton
for that. 6 Gianfran@speaking/ l'n cianf?nca
ghl you ght havesomeid€ar. 7 I m ca ingIa knaw/ aska few quenions of / aboutyolr
7 Can t ck o you(= contactyouagain)tomorow marketr€searcn servc€s.
8 Oi co'r6e,Monika.Howcan/ wauld helpyau?
8 OK, veit th m€.
9 Gr€at- l'd 39.5 took at phrasesa-e then markthe statements
arerhat
belowTrue(T)or Fals€(F).
Removethe paperand <hed your answers. a Id rketo speak to ..
b Canlspeakto ..?
39.2 At line 5 Celinechecksthat ifs a good time to talk.
c Couldspeak 10.. ?
Putthe words below into orderto makesimilarphraies.
d I mlsl9peak to ...
t haveyoua secondDo? e I needto speakto . .
2 rneDowant ateryouto backca ?
3 now rght youArebusy? 1 In practce,phrases a-c arernoreor lessihe sarne
rhe istenerprobablywont evennoticeT / F
39.3 We often usea pasttenseto makeour language 2 Phrase d s directandlrgent,bLrts OK n busness.T / F
polite or indired (to makethe other peEon feelthey are 3 Phrase e s directandLrrgenl,but s OK n busnessT / F
underno pressure).
I wantedta speakto sameoneabaut my order 39.6 look at phras€sa-d then answerthe questions
Telephoning 33
Telephoning - messages
In thedialoguebelouthecallcr(C)i{dts to speakto Noiice ai line t0 how the call€. sa1.sthc namesbeture
someone who isn'tavailable.
Thcrecepiionist(R)iakcsihe sp.liing them. Henring the whole wo.d fi.st helps the
Exercises
4O.1 Coverthe oppositepagewith a pie<eo{ paper. 40.3 Put the wod5 in the right order.Write the answers
Now completeeachsentencebelow with a verb, underthe corred headingbelow.
a preposition,or both. The longerlinesarefor verbs a Canmeto askyoubackhimcall?
and the shoneronesare for pr€positions. (out of is b Doyoube he'llkfow how onq?
one item.) c Holdcheck.juston a moment l .
d l'll surethe mesrage makeshegets.
bear call leave let nake e l'm sorrysh€'smaiern1yleaveblt on.
nust need put read speak I Right,youwatinqto keepsorry
g She's ai deskherat the momentnot.
h Whatsconneclion with it in?
Atk the callerto wait
1
(fi tst dialogueopposite)
After waiting
r c: 'd likero . ............fpqq-t lo srefanLipska.
2 .........
please.
'lltryhEnumber Explainsomeoneis unavailable
2 you.
3 ..
3 Just mefor a
I'm not havinganyluck- he
Askfor information
....a meeting
5 (caller)
5 to tall to him peEonally
6
7 l'lljust a note your r.a ]
7
It!'e as . Egypt.
(secanddialagueapposite)
40.4 Putthe dialoguebetween5e<retary
and callerinto
9 Sr StefanLipsk.i5 the oificethisafternoon.
l0 S WouldyoLl.ero a rressage)
(Sedetary'sphtases)
1 1 S :. . . . . . . m ej l s tg e ta p e n .
12 C: That!ihe code the Netheands. a Sorryshesout of the otf ce rightnow
13 5: OK,sothatlEllaVogeaar 0031205126149. b Ot couue CanyougivemeyournameT
14 CrJun.................. himto callmeassoonas c Goodmorning,Logstica
d Right.l'vegot that.lts J.mesMatthewsaboutthe
15 5l l' surehe getsthe message. containersin Hamburg.
e lsthercany,thingeke?
(fhe phrases
you need) f Andwhat'sit ln connection with?
16 Can you
...................... hold?
17 Sorrysheb......................
anothercall.
18 Letme ...................
-.-. that to you g No,that! all.Thankyo! for yourhep. Goodbye.
h Hello.l'd liketo speakio Lena,pl€as€.
40.2 Underlinethe correctwords;n italics. i lt3 aboutthe containers in Hamburg.
I 'llteI himas/5o soonaslseeh m. j Couldyouaskherto callme back?
2 Canyouspe itl that? k Yes,tha!3right.
3 s \herc anything/ sonething else I Yes,it'sJamesMatthews. Lenaknowrme
4 rhankyau fot your calling/ calling.
1(s)E 2 (c)i..3 6)[: 4 (c)L] s (s)n 6 (c)[]
7 i s ) l _8 ( c ) a e ( s ) f 1 0 ( c ) f -i 1t ( s ) t r1 2 ( c ) [ :
Readth€ dialogues
on page84 a oud.Do it by youEef or w th
(chanqinqrolesat the end).Practseseveratrmes
a colleaque
Telephoning 85
QI
(fl Telenhoning- checking,clarifying, active listening
Erik (E)is on a business
trip. In thedialoguebelorvhe calls
hiscolleagleMaria(M) fromthelocaloffice. E: lsaid that we coLrldstaarwork in eary N,4arch and
Jinishthe lnstallatonby the midd e of Apr .
: tU: Now.wa t a minute Let me lun checkrhar I
E: Maria?I m on a trainfromth€ aifporr.Myflght adved
understand.Ar€ you sayng that we havejust six
w€eksto do the who e lob?
M : Erik?t's 6 re.lly bad line.You keepbreakingup.
E: That3 riqht
E : W € l e g o i n gt h r o u g ht u n n e l sl.w a s $ y i n g t h a t m y
M: I se€ That'sgoing to be d fficult,you know
f ght affivedlate. I' haveto .hange plans ' E: Well,thee is a wdy we can do t Look,my battery
M : Rghl.
is very low I th nk we'r€ qo ng to get cut off. l'll
E Innead ot qoing to the hotelio chang€,I go straighi
g v€ you a car romorrow.
to the conlerencevenue.
M: OK Greatnewsanylvdy.Thanksfor calllng.Bye.
M : Sorry,ldidn't catchthat Do you want to changethe
E: No, no. wa, ,aying don't havet me to change Notice at line l2 how Maria chccksthe igure by saying
my coth€s at the hote .eed to go straightto the ih. indiyidual nrmbers (it is vcrv casyto get confus.d by
c o n l e r e n cvee n l e B l t . . H el o ? thi rt.. | /t Itt t y, f. h tt r/Jt)rI tt,at ).
'I Notice at line 17 how
Mr He o? Ma.ia clarifiesa very spe.ific point.
E: We goi .ut oll don't know what happenedYes,I ; Notice at line 20 ho*, Maria checksby rephrasingihe klea
needto 90 nra tht to the venu€ I seeyou at rhe in a different*'ay.
regrstralon derk at two
|\l: understand.'ll meetyou at two o clockat the fhe phrases you need t8
registraton desk.
Ei Exactly. Comprehension problems
M: Thanksfor ett ng me know I n softy.l don t understan.l
E OK, I hav€to go now I haveanothercal to make.see Canyau speaknare slawly,please.
you at two. 8ye. Ask for repetition
Canyou tepeatthat?
, Noticc dt liDe6 how Miria uscsacin'e listening. Sany,l didn t catchthat.
. Notice at lire t how M.ria asksfo. .epetitionand then Wouldyau mind sayng that again?
s.ys i'hat she ihnrks shc hc.rd. Didyou sayfifty, five-zero)
/', Noiice at line l8 ho$' Maria rcpc.ts ihe ifrpo.tani clarify
Whatexa.tlydo yau nean by ?
li ihencxtdialogueErikhassomegoodnewsfor M.ria. let 4e tu.t , h",l thatI u.de's@.d4'ata\ts4ng
86
- CHEC(ING.CLARIFYIN6.ACIIVE LISTENING
41 TELEPHONING
Exercises
4't.1 Coverthe oppositepagewith a pieceof paper. Little wordi and noises iliary + pronoun
Now makephrasesby mat<hingan item from each I . . . . . . .. . . .. 7
2 8
(firstdialogueappasite) Conlirming Keywords(asan echo)
1 tsarealy b r e . k r n gu p . 3 9
t0
3 dLdnl go now Showingpleasure Askingfor d€tai15
4 We got 5 1l
5 Thanksfor bad ine 6 12
6 lraveto
41.4 Usea word or phrasefrorn exercise41.3to
(se.anddialagueopposite) completethere lelephoneresponses.Finda solution
7 Canyouspeak that usesone examplefrom eachcategoryex(ept 'Little
8 'lljustgo
9 Canyou ch€ckthat I underst.nd
10 Whatexactly Guess\,!hat! We got the
11 Letmetrn conlract
Gfeiil
12 Areyousaying gei cut oif wd , 'velearailat iley're
13 tvy battery moving alltheirproduction
to
14 We'r€go ng to that...?
15 l giveyou torca ing.
16 Thanks Belorewe fin sh,dldyo! know
4I.2 Fillin the letter5to makephrasalverbs.The thatbura hasbeenpromoted
definitionsare givento help you. to Marketng D rector?
1 We got . d o nl I n o w w h a t h a p p e n € d
/= 1te'rLpred n rfe rrddleo'the callbecause rhe so wrrit vou'ri siv ng s that
ielephone I nestoppedworkn9) areprcbably
saLes goingto be
Canyo! abt? belowtargetth s quaner
Telephoning 87
,.r"ononing- arranginga meeting
@
In the dialogu€belos'Monila (M) calk Ln'lu (L) to arrange
M: How about threeo clockaga n?
5: Thdtsoundsf n€. Thr€eo clockon the twentreth
M : Hello.l'd liketo speakto Livu Baanescu,
please iust giveyour nameat receptionand 'llcome down
5p€akinq. to meetyou. And 'm sorryaga n about the change.
M: No probl€rnat al . Goodbye
M Oh,qoodmorningMy name's
Monka Dannemann
ard lsentyouan emaill.st weekaboulthe
constructon projectn Blcharest Notice at line 17 how the secreiaryapologizesagiln it the
O". .er.o o.r,p.\i.p ro hedr'ror )oL.\,4o1r1"
Yourema sounded very nterestnq AndI d kevery
mlrchto meetyouto discLrsst further Ihe pftrases you need !9
M : That'sgreat.Whaldaywoud sut youT'll be n
Bucharen lromthe e ghteenrh io rhelwentyj rst Refer to la5t contact
L : LetmelustcheckWhatabout]uesday the n n,"teenth? I sentyau an enail last week
N,4:Thatsolrnds f ne Whdtt mewolld be qoodlor you? We met at the canfercnceand you gave tneyaur Grd
L Sha we raytwo prn? Open suggestion5
M : Idpfeferabt dterf youdont mrndCo! d we make
What time v|auldbe gaod far you?
L Pe ect We canmeether€in rnyoffce on Tuesday the What tine arc you thinkng af?
n neteenthat threeo clock
Vl Andwhereexactyisyouroffce? Concrete suggestions
L: lts n ihe centre- t'svery€asyto getto. l l se.d What abaut next TuestlayT
an emaI to confrm the meetingandwith a I nk to How abaut 9 Feb.ua.y?
olr website.You f nd a mapanda lot oi other
nformatton Could we make n (instead)?
on there.
N/l:Verygood I lookfoMardro meetng youon the Wauldeleventhjtty suit l= be (onvenientfor)you?
L: Bye,andthanks
for callng. Yes.that'sline I Thatsoundsfine.
t d prcfet a bi latet if yau dan t nind
Noticcai linc4 ho{, Monikabcginsby r.lliring to lh. I.st Na, soffy,\Btt tn attaid)lcan t make)tthen.
My schedulets qune full that day
Noticcni linc16how Lniu coffinDstlt'dctails. Conf'rm
In thcnextdiak)gucLniu's sec.eidry(S)callsMonika(M) to Perfect We.an meet hercon (day)at . (t me)
cnange f 'le drrangcm.nts. I sendan enallto.anfim the d-atatls.
Change arrangemente
s: Goodmornifg.lsthatMonkaDdnnemann? Unfartunately l .an t nake ne\t Tuesdayt'm out at' the
M]
ot ce all day.Haw about ...?
5 : Oh,he o MonikaThs s Mr BalanescLrs
se(retaryl-le
We havean appalntmentlot truo,but I can t make I at
askedmeio caI you.Unfo(!natelyMr Baanescu cant
makethe meetingwth yoLron Tuesdayth€ nineteenth
Sanething urgent has rcne up. Can \,,/erctchedule?
M: Oh,I see
I n softyagainabout the change.I hope it s nat a
5: Yes.Heapooglze! he hasto be olt of the office
. I day Hesuggens
thatyo! meetthefollowingday
M: Thedayafter?OK,that'sno problemWhattimeare
youth nk n9 of?
5: Anyt mein th€ afternoon whenever tor
is convenrent
88
4 2 T E L E P H O N I N- GA R R A N G I N G
A MEETING
Exercises
42.1 ln the telephone callbelow, Andy (A) cal15Bulent (B) 42.2 In the next call,BulentcallsAndy to changethe
to afrange a meeting. Completethe dialogue with the arrangements. completeth€ dialoguewith the words in
a little rno.e depth be ny guen by the way .an t make it come up ftts ny plans fot the time af yeal
n you don't mind nttpatl meet up shal we say '11 laak
aver therc rcKhedule sary agaln
soundstine suityou thinklngof thisis nill open (hesethrngshappen waull be gaod
ttvo Dta.Ksaway
B : H e l l oA n d y . I h i si s B l l e n tG L rh € r e f r o m l s t a n b u l .
A G o o dm o r nn g , s t h a t B u e n tG u l ? A: Oh, he lo Bllent How n c€ to hea.{rom you How are
I Y€s. rnrngs n r u r fe y
A Oh he o, I Andy CLrttn9 here We met B |./pl o r r ' h o e r . u . u "7
at the conferencen lstanbullan week. We were ntroduced W h a t . b o u rt h e U K ?
by [,']rArl A We'r€ havinga ovey aLrtLrmnlcan s€ethe trcesfrorn my
B Of course, rememberverywe , we exrhangedbusifest
c a r d sH o wd r ey o u A n d y ? , Andy,l'rncalng about
A F i n eF n e . L o o k ,' m g o i n gt o b e n n d n b u a g dn a t our meetifg at the end of the rnonth.UnfortrnatelyI
t h e e n d o l n e x im o n t h C a nw e ' ? ' o n t h e t w e n t yn i n t h .S o m e t hn g
s o m e tm e ?W e c a nl a k a b o u ty o u rp a n sf o r t h e i u t u r e u r g e n th a s5
, . n d I c d ns h o wy o L hr o w o u r A D o n ' 1 w o r ray b o L rt th a t 6
comp.ny can add va Lreto your d€as. 8: Can we r ? Are yoLrfr€e the prevous
8: Yes,it wou d be a good oppo(lnity to ta k som€mofe day - ihe Monday?
What d.y dre you a ? A: Lei nre lun check Yes,thats f ne. havean appo ninrenl
A : ' l b e o v e rt h e r ef r o mt h e l w e n l y - eg h l h i o i h e r h h € t h o f b u t l h e t i mn 9 s 3
oclober - r o ry o u l
B: Whch of thosedayswouldi B T h es . m et m e ?E l e v e n ?
A: ' T u e s d atyh e l w e n t yn n t h ?
B lhat 7 W h a ta b o ! 1t h e t m e 7 s n i n e B Good l'm io abo!ttheclrange hop€
o ' c l o c kO K ? 13 not a probem for yoLr
A I d p r e f e ra b t . t e r ,3 Couowemake A N o , n o p r o be m , I c a nm . k e , t o n l h e M o n d a yA c t u ay i t
i t e e v e ne ?
B Perfect l seeyou hereat my offrceat eleveno'clockon BOK seeyo! on the twenty-eghth
T!esdaythe twenty n nth And altetuardsI hope thar you a.d l'l sendan emaI to confrnr.
a Seeyouthen 8ye
A Thatsveryk nd of you. woud reay likethat Thankyou
42.3 Canyou fill in the missing word?
B o K .o h ,r r do yo! f now how to fnd an arrangernentto seesorneone
at a pad(uar time.especaly for a blsiness
rn€etng or a
R e a dt h ed r a l o q l eosn p a g e8 8 a o u d D o t b yy o l r s e fo r w t h
B: Yes,
theyw Is rnthebusnees d (r.i - jun
a co eague(chanqing rolesal the end)
frornthe Marrott
A: OK, find t Goodbye
42.4 ir} a Speakingpractice:listenand repeat.Repeat
eachphras€you hearand then listento (hed.
Telephoning 89
r.,.ononing- <omplaints
@
ReadthedjalogucbelowA customer(C)callsa supplie!(S)
to make. complant. C: OK.
S: l'm sorryagainfor any inconvenienceth s hascaused.
C: OK, it's torted out now Thankyou for your help.
C: l'm callingin connecton
wiih myorder.rcfercnc€
5: ls therc dnj,,thng ese?
number1N0064.
C: No, thai! all. Goodby€
S Thanlyou oedsewd . onpro11p r wl. " I br. q yoJl
. . OK.Forsecurrypurposes,
detailsup on th€ scre€n.
canyoucontrrnyournameandthe company name At line l0 Sandrapromisesactionwiih'I'11'.
At linc 13 Sddra apologiz€sagain in a full an.l lormal
C: Yes,itb Mr ChenfromZ€d]echnika.
S: That'sf lre HowcanI hep youtoday? At line 14 thc.ustomer remembersto thank Sand.a,cven
r . r a , e a C o no l . . n l W e p , a \ F o 1 o o o p r " \ a o , 1 9 though hc is probablv not \{.y happy.tsIeN.ds to keepa
but yolr only sh pped 80 piec€s.Ihe orderwds for 100 good reliiionship rvith Sandrafor futu.. occnsions.
S m sorryto hearthat Can you eave l with me? 'll fhe phrases yos need llg
ook nto it and get b.ck to you th s afternoon
C: No, I m sorry that sn t good enough.We needthose Make a complaint
1€msLrrgenty wdnt you lo authorz€the shippingof l'm callingtn connectianwith my arde, relerence
the m s5nq 20 piec€sand then sendthem today
S u n d e u l a n dh o w y o u f e e l .B u l l d o f e € d t o c h e c k we receivedthe arder thisnorning but yau only shqped
a t t h s e n d . n d s e ew h a t gg o i n go n . ' l l c a l y o u b a c k
^ r n d . r o L . .. ^ d o f c o u r s €s e c a ns e ' ] dl l - e p r e c e g We stillhavent rcceivedthe
aga n i nec€ssary Theres a faultvr'lththe
C What do you mean 'f necessary'? Can t haveyour Theteseensta be a prcblenwlth the)nvd.e
t n sary, thatisn'tgoadenaugh
S Yes,oi coLrue,t's Sandra
Lewis. Show understanding
c I expectyourcallby twelveo'clockat the
OK,Sandra, t n sary to heatthat
laten.Goodbye.
t undetstandhawyau feel.
i Notice how ih. customcrw.ih until the suppli.r his t m surewe cansaft ]t out
all the ordcr dctailson th. screcnbefffc bcginning thc
Get the facts
Whdtexactlyis the ptablen?
,, Notice at line t how ihc customerstatcsihe complaint
Doyou havea rcterencenumbe.?
very simply and clearly
I needta askyau a few qurckquestions
rr At line 14 ile customcrinsistson action.Th. mppiicr
shows undersiandingatline 17 but resisisihe presntrc. No action
r, Ai line l8 ihe supplier promisesaciion with 'l'll'. It'snot aut palcyta
/, Ai line 2l ihe customershows signsofmger This is noi I undetstandexactlyhow you feel,but it's not aur
good. Hor{evcr gctting the name of eachemployeevou responsibtlity
ta
deal wiih is a very powerful tool. Promise action
ln thenextdialogueSandrareiunrsthc cusioner'scall. Canyau leaveit with me?I ll laok into I and qet backto
you thisattenoan.
I needta checkat thisend and seewhat'sqoinq on
S: Ohhelo,isthatMr ChenT
I callyau backwithin an hoLr ls that OK?
C: Speakinq.
l' senda replacement innediateiy by specialdeiivery
S: Ths is S.ndraLewishere,fromShro S€mcondlciofi.
It shauldbe with yoL tonaffaw
calingyoubackaboutthe missng pieces
I makesurcthat...
C: Ohyes.
S: ldo apoogizeoncernore,wr Chef,but I havegood End the call
newsforyo!'vehada wordwth thewarehouse t n sorryagainfar anyincanvenience
this hascaused.
and t seemstheysenta partalorder iheyonlyhad lf yau haveanymoreprablens, pleaselet me knaw
80 pecesn stock.However theydo now havemore
pieces.'llmakesurethatthe missng iternsaresentto
yo! th s afternoon
by speciadelivery
43 TEIEPHONING- COMPLAINIS
Exercises
43.1 Make phrasesby matchingth€ beginningol each 43.3 Mak€ phrasesby matchingan item from each
sentence1-12with its.orrect endinga-|. Not allthe
phrasesappearopposite. Dealinq!vi!h a <ooElaht
Makinqa eorlphill 1 Can you €av€-\ to you th s aft€rnoon.
1 I m c an g n . . L b 2 l look \ apoloqizeonc€ more
..-it
2 We retev€dth€ orderblt yo! only 3 I q€t ba.k wth m€?
3 Th€machne arrivedblt ther-o3
4 W en i l . . i l 5 | ne€d
5 neprnrersnr woftLnq 6 l d o
6 Oneof the ter.swasdarnaqed
wordwth th€wdrehouse
7 lheresan ntermittent {aut
8 What exactly sur€the temsaresentto yolr.
I lhe qualtyisnt asqoodas. .
9 Sorrydga n
9 Yous€ntmea newpart. 10 s € n da
' I m.k€
11 replac€rnent
mmedaley.
I1 ke€pemailing youbut. ' v eh a d
12 a enceth s has
lor any nconv€n
12 'm lorry,that snt good ..
a on th€ rontro panel
43.4 In the seconddialogueSandratries to minimize
b connectionwth myordernumber 1N0064.
lhe problemby uting'se€ms':/t s€€msthey sent a
c to bea problem withtheinvoce
partial order.Rewritethe sentences
below so that they
d yourorginalsampe.
minimizea problem.Uselhe words in brackets.
e llustgetautomatc repes.
1 There's. (lthink/maybe/
probemwih olr suppliers
J shpped80 pieces.
g in Vanst ESUe)
N: That'sf ne.
5 : r a- . (islelse) we needto discusswhile
line?
N : N o ,I d o n ' tt h ink so. That3all.
i S: OK, Nikos,ls ( t h a n l s /c a l l i n q )N. i c e
talkng to you.
Ni,6 (lts / n ce / 1. ling / too). Bye
l
andlhalwercceive manyappicalons iorou vacanlposllons. ral, Sotrerimes irs b€rt€.lfa.o.r.le- [s ve'ycompr€serive
3lllcan ofieranylurtheradviceof assslance,
pleasedonr and ists oadsol agenc€sandolherinformalon al i. one
Friendlyclose I look foMard ta heaing fromyou. seeyou soon./ Thank for your help.
Givemyregards to.-- Goadluck with .- / Bestwishesto ..-
Last line You6sincerely/ KindrcganlsI Bestwishes BestwishesI All the best| (ust the nam€)
94
45 EMAILS- BASICs
Exercises
45.1 Coverthe opporite page with a piece of paper. 45,3 ComDlete
the thre€ emailsbelow with wordsfrom
Now makephrasesby mat(hingan item tmm each the box.
Serrd I subjectj
Hi Bfell
subjorr linanciaresults
Justaq! ck nole1oremindyouIharlts theendol lheqlarler
Peasesendmethesaleslguresbrokendownby regon.as m p easedto te I you thatour tfanc a resuls lhis year have
bee. very poslve woud lke to thankyoual lor yourvauable
Canlask youto aso showsaesaccordin!10producline?I
w o u dr e ay h e pw h e n c o m p l e m y r e p o r l lwould aso ike 1olake lhe opporlunlylo le yo! aboutan
Tha.ksioryourco-operal on imporlanrsralichange Parca Nascmentohas beer appofled
as Maftelng Drectortor grazl to repraceFitaCosta.Shewl
work lo slrenglhenolr prese.ce n Laln Amerca
This s an exclng lme 'or ourcompany.and m surelhal can
Herc is the rEply io thc aboveemajl: counlon yolr conlnu ng commitmenloverlullre monlhs
96
46 EMAILS- INTERNALCOMMUNICATION
Exercises
46.1 Completethe very short emailsbelow usingthese 45.4 Completeeachsentence1-8 with the bestending
wotd' advance,co-operation, know, Iet, 'll, qui* note,
please,rcmind, say. I l'm sur€youwii be . . . F
that I got youremailand
speakto Fernanda aboLrtt whenI seeher 3 l'd liketo remind. .|
2 JListd lo youthat a canI dskyou...i-
tie ledn nPplrngs roTo"ow at 9dr 5lwouldapprccate...:l
bring copiesof my repo.t with you.
3 Justto you ...................... . lnar
therewill be a frrcdr I at somepointnextweek.Thankyou
tor yor.rr
a to let Paulaln HRknowyourholldaypansfor the summ€r
Theemais above,ike the fid oneopposile,beginwith 'jun' 1o asap?
lshow a shorrmessage. b everyone that redecoration oi stalfofiicesw begn on
Monday.
c pleased to hearthatI havenegotiated a d scountfor a
46.2 Coverthe oppositepagewith a pieceof paper.
empoyees at the localiitnesscentre.
Now try to rememberthe wods below.(somel€n€rs
d a meetingoi the seniormanag€rnent tearna5trnonth,it
havebeengiven.)
hasbeendecided to reorganizethe depanme.t.
I Sus.n- 5 thefl6t setof figuresyouwanted, e thatanyonew shing10benefiifromthisdiscount should
a ed asa spreadsheet regisle'ar rl'e cenrebefor€tt e endo' ALgusr.
2 Nowfor somebadnews.LJ ly.the { movealltablesanddesksawayfromthe walkto a low
salesstaffaretellinousthat nextouarteris likelvto be .ccessto areasthat need1obe painied.
s9n ly weafer andthe proposed
9 for the changes newstructure arein the
3 Doyou tme qettogetherarevsedforecast lo. attached doc!ment,lwould begratefulforanycomments
Juy-Sep?
4 t me w f there3an!,lhng e I cando to hep h yourhep w th th s aswe needto makesurcthat€veryone
wth thercpon. doesn'tgo awayon vacationat the sam€iirn€
5 cal everyone andtry to reschedu e for lvonday?
6 t k to me f yo! think t's a good dea. 45.5 Makelour short,<ompleteemailsusingthe
answeEto the previousexer<ise.
46.3 Put the words below into the corre<torder.Write
Email1: iaj + 8-J
allthe answercunderthe correctheadingbelow.
'm to tellyoLithat pleased.. Emall2::c/l+ l
woud alsolikethe oppoarunity to taketo tell.boui you ... t t ' t-
woud liketo thankfor youallyourv. uablecontrrbuton. ,r",0, *
Thanks fof allyouragainhelp. appreci.te it realy.
I m pleased youwi1b€ sureto heafth.t .. see page 151for somewriting tasks.
I be ntercsted you'dthoughtto knowthai ...
wouidallstaffnoteplease that ..
'm €verything youhavedoneverygr.tefulfor
Announcinggood news
t h np1:.?:,:!...!P
.le!Lv-ul!i!,
Announcinggeneralnews
3 .-.....
.
4
5
Thanking
98
47 EMAILS- COMMERCIAL
Exercises
47.1 Cov€rth€ oppositepagewith a pieceo{ paper. 47.3 Make phrasesby matching.n item trom each
Now try to rememberthe words below (Someletters
havebeengiv€n.) 1 if youhaveany
l lvsitedyourn at the Enerqy TrddeFdir 2 l'm coniident
2 | p ckedup a bro e at the fair,andwouldnow I ke 3 | ako noticethat you
somemored€taledt€chnicalspe s for
yourra ot fuelce s 5 we do offer qldntty
3 In p r, I would keto knowaboutpower 6 | hav€beenlooking
packssu le for a portabeDVDp dyer. 7 l ( a n t r n dn o m e n t o n
4 CanI d w youra ion1omodehFC68.nd FC72?
5 In the m€a me,please dont hes e to contactme
personay ii youhav€anyquenions.My d 47.4 Usethe phrasesfrom 47.3to complet€the
1
I e s qlvenbelow. exchangeof emailsbelow.
6 Fo nq olr recentconversatons, please write the phrasesin full - it will helpyou to rememb€r
I nd
a ed our ord€rno.JX034. !hem.
7 Thegoodsrnustb€ d ed to Busanportby 24
. 10... Sal€s
Aprilat the I t.
slfd s o b j . d : O r r c es l p p r e so . d e r
I lf anyof thesecon ns.re not met.ple.sereferro
the detailed t s n our contract{or actioris thai we are andam nleresled
n orderngso.ne
9 Please
sendcopesof thesh n p a r l c u a f , I n e epda p ear n dc a r t d g e sl o rC a n o n
nv o rccIyto me. pholocopers andvariolsma .g andpackaging suppes
' d e s ka n dw a c a € . d a rw s l ha
10 Please
ack edgerccept oi thisorder
companyogo bur wouldneedsorneassurance abodrlhe
47.2 Write one oI the setr ol initialsin the box n€xt to
eachphrasebelow. Yourflces areshownon lhesite bulr
andexlended payhenrrermslor argepurchases
Peasesend
PR(producttange) DT (dehverytnel
PD(prices& discaunts) P (paynent) l l o o kl o N a r dr oa ne a r yr e p y
1 c F Eusan l'j )
2 the goodsmustarrveby . at the latest 10.. [/'cheLe
Younc
3 av. abe in sx colours sublert Re Officeslpples order
byb.1l rans'erto ou dL(onr 'JrbF' Thankyo! loryouremarenqlnng aboulollce suppes
5 trr"'F^rl bean add,to.alupple-1e1t'o. ' alyou prodlclneedsand ook
6 the executivemodelfeatures lotuardrowecoming yo! asa reguarclsrorner
7 we w ll makea promoiionala owanceif you ma ntain an lor argeordersTheseareona s d,rg
scalebeg.nng al2% lorordersover€500 andgolngLrplo 8"/.
8 we offer€verything from to ..
I latepayments wi ncura per'ralty of Tradecuslomers sdchas yoursevesaregive.30days1opay
t 0 w a ^ . h o ^ r l t . n t 0 $ o . t r . g d d y (o l . ourinvoicesbut6 tnsrWeaso ol1er
alt.actNe earlypayme.tdscountso. theseacco!.ts Forllrlher
1 1 o r ir -io J<Fdes,gn edr hdsd"valoped lnlormalon on lradeaccounrspeaseclck on he nkbeow
1Z letterof credt (l/c) n relalonto olr personazedcae.dars
1 3 y o u . a n t r . d e i n y o u re x i s nt q m o d e l a n dr e c e v eu p t o produc!loryoulo ookat Pleasesend
€1,000c.shback mesomearlwo w thyourogoasa g I fle andspecly whelher
14 payments 60 d:ysafterinvoice Youwanla deskorwal caenda[
15 a depositof 25% s requredfor .. Thankyo!onceagainloryourenq!ry 3
Peaseleeltreelo conlaclne
s e e p a g e 1 5 1f o r s o m e w r i t i n g t a s k s .
Emaile 99
Emails- customerissues
In the email beloa'a supplier is forced to giee somebad at The tone of Chdstinet complaint is dnect, shong fld
news to a Poienhalcustomer: tactual- but noi angry
-{ Pieiro'sreply is short and simple,avoiding co lict.
Td... !11!!rg!?kq 4 Nohce ihe first paragraphof Pietio'sreply.After
5!rd subje.1: V6l lo osak" apoloSizinghe immediai€lypiomisesaction.
4r Notice how Pietroendsby apologizingagain.
lm so.rylolel youllral have1opostpone myvsi oyour
olTcesnexlweekThereasons thalmy inemanager wtt be fhe phrases you need E€
awayand wi be lakngrespons biityiorlhedepanme.lin his
Customer complains
'm
However sl verykeenon comngto Osakato meetyou.and |'n writing wth rcferen? to .
m conldenlthatwe caf eslabsh a goodreralonshipbetween |'n wnting to canplainabaut the poar servi.ewe've
.eceivedfton
lhopelhalwecanreschedue themeel.9 . the.earrullre Thereseensta be an enot / nistake/ nisundestanding.
colrdmakel anylme in eanyJunePeaselelmeknowwhch
There'sa setiousfauh with the
Soryaga.lor lhe fconvene.ce ThBhascausedus considerable inconvemence.
ThEhashurt aur salesand our rcputation
I nade it.leat that. .
Customer demands action
?, Notice how Claudia apoloSizesand cxplai,rsat ihe I nust insistthatyougivethtsmattetyouturgent
bcginning,and then apologizesagain.t the end.
a Notice how Claudia rcassuresMr. Tanakaeith posiii\'. Pleasetakeuryentactianto
l a n g u a g e/ :i , s l i / /i , f ,Vt . . o n . . / h " c o l t f i d . t t l n t . . . . Letne renind you that thisptoduct is stjllundel
" watranty.So,the bestsolutionwouidbe ta ..
ln thc ncxt €mail a cusiomermak.s a compliinr. In rcply, ihc
s{pplicr npologizcsind promiscsaction. Supplier 9;ves bad news
l'n satryto tellyou that.. / Uhfattunately,...
b... P e f i oC a s . fhe rcasanis that . / Thisis due to
"
lcnd subj?.t:Compa,nl Supplier apologizes
lm Mring rocompia.aboll thepoorseNce lhalweve t m vetysatryta hearthat...
recevedllo.nyolr company t wauld like ta apolagizefar .
Y o ui n s l a l ead. e w a r c o . d t o n i nsgy s l e m
a to u ro l 1 c e sa s t = t wasvetyconcetned to leatnabaut ..
monlrrAllera weekI slarledeakngwalerthrough lheceiino Supplier reassuresand promise5 action
oJou receplonareaYourlechnciana(ved andremoveo al
l h ec er . g p a n e l sn o r d etroc a ( y o u at s e r v c eb.u ld l r . g r h s Im canfident that
wo/klhepanelsandsupporls werebady damaged I can assurcyou that
Tlrs hascausedusconsiderabe nconvene.cea.d the lw nake surethat.
damaged pan€rs crealea poormagein olr receptio.area supplier ends
l m a d ei l c e a rt ot h el e c h n i c rtahna w
r eh o dy o ur e s p o n s bl e or Sarryagainfot the inconvenien.e.
repacng he damaqed panes However ths hasslitnoroeer Onceagain,pleaseacceptmy sincercapalagiesfot any
tncanventence caused.
Peasetakelrgenlaclon1oresovelrrs marer
Thankyau vetytuch far bringingthisnattet ta ny
Yolrs ChrslneLagarde
Chrsl'neLaoarde
send subjdl R€,Coirdlrfr
m verysory lo hearlhatyoLr
!e hadprobemswth youra I
conditiofng syslem.
WeI be at you officetomorow1oJI new
Onceaqan,peaseacceptmys.cere apoloqieslor
any
100
48 EMAILS- CUSTOMERISSUES
Exercises
48,1 Rewrite the sentencesb€low with the cor€ct word i18.3 Study the stsong complaint below. Try to 9ue5s
oder, beginningas shown. the single missing word in ea(h gap, Wite your answers
1 l'm to tellyousorrythat I haveto postpone
nextweekour lightly at the side. S€veralanswers may be possible,
meeting. --*--'
t'm frol Fnd,ewwrkinGi -- -------.l l
su6ect lDetavtooroa
2 Onceagain,p easeapologies
for acceptmysincere
any
inconvenience
caused.
Onceagain,
3 l'm ordered
to tellyouthatthe itemsarenow in stockyou I phonedyo{ lasl w€€kaboutthisand you
pleased.We'llyourorderbeshipping today.
6
Thisdelayis causingus considerable
as wele unablelo coniinueow ooeratLons
withod the oans
possible
4 l candorngeverything youthatweareto
assure
thisissueaspossible
resolve lhat ylu 9 v€ this malteryour
asquickly.
lcan
l'll be phoningyouagainlaterhis atlgnoonand I hop€that
by thenyouh6vesomegoodneo€lor me, lf I donl r€celv€a
Bspons€fromyou,l'l b6
5 You'llbeextending
our onlinesalethatwe arepleas€d
to
hearforanotherweek,
You'llbe
Elnails 101
Emails - arranging a visit
Much of the lmguage used for rnaking auangements by Host confirms ever]4hing
email is similar to ihal usedfor naking anangernentsby
telephonein unit 42. Jusllo co.rnh yourv sitto uson . al A drverwil be
waitngioryo! at thearport.hodng a sgn withyolr nameon t. =
Below is a typical exchanSeof emailsfo. ananging a -oor.6
4 rd-6,o,o)o-.0. odF brqro, 6p
businesstrip. Only shori extractsare shown.
Shoudyouhavea.y problemsmymobe phonefunrbers _
Host makes an invitatioh
_
|^".aoo;opo. Tt" ",t le,oL. fhe phrases you need E8
n Chinawed be verypleasedifyoucoLrdvsl ourcompa.y
ll woud bea grealoppotuntyloryo! lo lookarolndournew Host to guest
We'dbe verypleasedif you cauldvisitau canpany.
Ive put tagether
a pravisianal
itlnerary.
Guest accepts A drivetwi pickyou up fron / dropyou aff at the
ve pullogelher - peaseseelhedetails
a provsio.altrnerary I neediusthalfan hourat thehotelto frcshenup
Guest to hotel
Howdoeslhs soLr.d? Pleaseerrneknowwharyo! rh.k I n nailing you ofl your websiteDoyau havea rcom
A so.wed be happyto arangea ocalholeloryo! il yo! w sh availablefot the night of Wednesday
22 Januaty?
Id alsoliketo knowif youhavea swinningpaoland
gymnasiun/ 24 hour reception/ a.autesy shuttlebus
Guest replies nom tne atpon
Thankyousomlch iorthecarel! tholghlyoupotrntopla.ning I needa viewof the . / wieless lnterneta(ess / an ian
an lferarylorne ll looksiine lheresi!$ onesrnarchange tn my rcam wnent arnve.
tharrwo!d suggesl
other vocabulary
n relatonto theho{e. fnakemyownamngemenls
a wndow seat/ an aisleseat
ooktoNafdverymLrch lo seengyo! if ..
a tngle / returnttip \BtE):a one way/ round trip lAmE)
a booking/ to boak lBtE);a reservation / ta reseNe
Guest contacts a hotel {AmE)
Leavethe motorway\AmEfrceway)at exit 12.
rnmaiingyouoii yourwebsleOoyouhavea roomavatabte
loronepersononthen ghroiWednesday
Keepgoing for threeblocks,thenturn left.
22January?
Prease
lelmekrowthep.ce otths ncluding breaklasl
d a l s ol k et o k n o wl l y o u .
102
49 EMAILS- ARRANGINGA VISIT
Exercises
49.1 Completeeachsentence1-8 with the best ending 49.4 Marcusis telling a story about his businesstrip. Fill
a-h. in the missingletters.
1 lt wasa gre.t pleasureto ... E Th€taxidiver dro ed me o at the wrongterrnina,
2 We'db€ verypleased if I and t took mesomet meto findthe rlghtch
-
3 I'd beveryinterested ior myai ne.Theni hadto payan exc
_. baggage
4 I'vepurtogether cha bec.Lrsemysutcasewdsso hea\ryAnyway,went
s A driverw I pickyo! il thr passport controlandthenwa tedfor agesat security
6 A driverw ldropyou. . ! therewas3 lonqqu (AmE,ne).Wh € | waswating
for my9 e to be ca ed, d€cdedto do someshoppng.
8 l'l needto freshenup i I I d dnI noticeihe t meqo by .nd I hadto th to b d the
f ight.Durng theflght we h.d d ot of reallybad
a a provisonaliiiner.ry
turb ce- whenwe tou dd I wasshdkingike
b at th€ hote f rsr.
n seeingyourfaciory a leal.I pi €d up mybaggaqe andw€ntto the cabr k
c
d meetyouin Germany. outsd€the t€rminal. On thewayto th€ hote we got st in
traffic,andthenat theendthe diver triedto I meo
i to the receptondeskand.sk for me. t andhe wasnt verypleasedI checked
intothe hoteland waslookng forwardto an e ly ni
9 up iromthe airport.
h youcoud vistourcomp.ny blt the d sco n the hote ba5ement rnadethat mpossble
49.5 Th€email below givesdirections.Fill in the gaps
49.2 Fillin the gapswith the prepositionsin the box.
with the wods in the box.
al at at ar far for frcm in
ln in blacks exit follow maln miss frc-.way past
ot'l on on to whh
signpasted turn down fat far
I wasveryp easedto hearthatyouwill be here
China l.nu.ry Leavelhe at,
l'm ma ingyou (orfrom)yourwebsite.Doyou 1 2 F or o wr h eh a n r o a d , 3
havea roomavaiabe onepersonon the nighlof !
Wednesday 22 ianuary? abourfourmlesunriyoLr come
'n travelllng lo a argeShelgasslalononyolr rightYoucant
f qht 1H788, Frankfun
G!angzhor. r g h li u s 3
t
TheJightleaves 11.l5am l h eg a ss r d 0 na n dk e e pg o n gs r r a g hor l r o f l c e s a r e a
21 J:nuary shorld sla.ce'
5 is dLre . ai 9 30 on Wednesday 22 lanuary
6 lt arrves Terminal 2. yolr ngnr
7 I'mstayng ... theMarrott Whenyoua(ve arthe" gare.Seclrty
8 A driverw ll bewaitn9 you willgiveyouavislorspass '3 theroao
the rou.dto lhemainreceptonwherehereis a vislofs parkngol
a rpod,holdng a sign yolr nameon t Whenyooqetio receplio.iuslask ,
ne - fteyllbe expeclng yo!
49.3 Crossout the 9!C word in eachgroup that is !9=t
(o ect.Checkany unknownwords in a dictionary. lr youhaveanyprobems. gve mea cal
't rnycet pnone
1 Yau.an get / catch/ take/ miss/ lose/ be baokedon / L@knqioeard to meeling younextweek.
board/ boak / resetuea flight.
2 A tlqht can be averbooked/ be delayed/ be held up / be
divefte.j/ be boundfar somewhere/ leave/ depatt/ take
see page 151 for rome writing tasks.
aff / anive/ land/ be full / be ha(-enpn/ / be an timeI be
cancelled/ be annulled
Emaih 103
Emails- review
50.1 Fill in the gapswith verbsfrom rhe box. 50.2 Write the numbeEof sentenc€s1-10from exercise
50.1in the boxesbelow.
appreciate .antact do teel hesitate know a Thrcephrases (afacror some
us€dto give nformdtion
atter pastpane renind shal take wonder **t I
b Twophr.sesusedaspad of a request II. l
1 Please .. . freeto c Twophrases usedfor makinqaffangements L i I
me Tyo! lravednyquestons.
d Thre€final,frendy comrrents- li
we reschedule
th€ me€tingJor
Now do the sam€for sentences11-20.
| .. if yo! could glv€ me some e Onephraseusedin d customer3in tia enquiryI
inform.tion? i Thr€ephrases
usedin the supperSreplyto this nital
lf I c.n .. any further adviceor enquiry i i
pleasedon't
assrstancei to cont.ct g Twophras€susedby the cunomeraftertheyhavedecided
tobuy_ i
lust a qLrcknote to yo(] that itl the h Twophraresusedby a customerasp.rt of a complant
end of the quarterand the saes figur€sare dup.
Let me it th€res anlrhing €lre can i Iwo ;hrasesusedbya supper aspartof a replyto a
the
opportunity to tellyouaboutan imporrant staffchange 50.3 Completethis internalemailandthe reply with the
8 | would yourhep with rh|5.
9 Please that I will be awayircm the
officelof thewholeoi nexrweek. attached aftend cnculate ca-opetation done
10 'm sorryto tellyouthai I haveto evenl tnalized get back nuke sue nate
put rc rcnlnd te|
vsit to yourofficesnextweek.
Continuear before.
subjp.(:
accept acknowledge assue clck dkcuss inttt
nattce affer tesolve sentl rale welcome
you lhal lhe a(angedenls lor
11 Can callyou n a dayor two?| woud lheO. neMaderngsem.arhavenowbeen
rl wl lake plac. on 28 Apr
ihe oppoltunityio
yoLrrneedsin moredeiar. ThrsI s partot olr o.gong sratt
t 2 Pease copiesof the shipping p easeencouraqe peoprelo
documeft andrnvoiced rectyto rne
t l Please urqentactionio rneedlo k.owapproxmat€
numbers asap
. .. thismatter lo meon lrrs by theendot nexrweek
14 1.... on yourwebsite thatyouc.n
personalize
deskandwallc. endals. Thankyo! lor your3
15 lcan youwe aredo ng everrrhing
we
16 We do ... quaniitydiscounts
lor targe
17 must .. thatyougiveihismatt€ryour
urgentattention. M'q ," -a ls of
"
18 Forluirher nfoffnaiion please onthe Youv€r! .. a l o l o f w o r kn r o o r q a n i z n g
linkbelow. l h i sW e l d o . e
19 Please. ..... receiptof thisorde. | ' thepdlto everyo.eco.cernedand
20 Please lhaleveryoneknowsaboltit
. ..... mysincere apologiesfor any
nconvenencecaused. Canyou I ... meilthereis any imt
onnumbers?m slre lherewiibe a otoi .lereslin our
T h a n kasg a n Y
. ouver! ... agreatlob
r04
50 EMAILS- REVIEW
50.4 Match eachtormal phrase 1-14 with an intormal 6 l'm surethat lcan count-your continuing
commitment - (= during)futurc
months.
1 l'm wdtingwith regardto yourlastemail.I 7 We willcontactyouagain-the nearfuture.
2 Furthertoour earlierconversation, ..- n I lhavebeentooking- yourwebsiteandam
3 | wouldliketo apologize for ... U interested- orderingsomeofficesupplies.
4 lwould be glatefulif youcouldsendme ..- fl 9 - part,culat
I needpaperandcart dgessuitable
5 ls nextF dayconvenientfor you? [
6 Peasedon'thesitate to contactmeif -., I 10 l'm writingto complain - the poorservicewe've
7 Thankyoufor the kindinvitation. n receNed - your company.
8 | waswondeng if youcould...?n 11 the meantime, pleasedon'thesitate
to contact
9 | wouidbeverypleased to come.n me if you haveany questions.
10 | wouidliketo Emindevertlnethat ... n 12 We arestillwaiting-- delivery
- these
11 |willcont ct youagainin the nearltitrre.I pad5.
12 We wish you everysuccess in the future,n I 3 Thegoodsmustbe delivered to Busanpon-- 24
13 Please findattached... fl April- the laten.
14 | wouldliketo thankyouverymuchfor ... . I realt 14 Pfea5e calfme- mydirectlin€,1234567890.
appreciate it. [] 15 Goodluck- everything.
a Thanks for askingme. 5O.5 Compleie lhe $nten<es by putting a verb in the
b Goodluckwith everythingl box into either the -ilng or th6 .ed torm.
c canyou,,,?
d Please contactmeif ... afta<h buy aause conceh do fallow forward
e Reyourlastemail,,.. get 9e heat make request use wondel
f l'l get backto youvery5oon.
9 Sorryabout... I Youcanfind lurtherdelailsbv__gqlg_-* ro oJr
h Following up yourea iercall,...
Let me know f you canmakeit next F day. 2lwas if you@uldhelpme?
j l'd loveto come. 3As l'm sendingyoua copyof our
k Thanks againfor allyourhelp.Muchappeciated. accounts,
I Justa quicknoteto remindyouthat ... 4 Thishas usconsiderable
m l'veattached...
n Please sendme ,., our recentconveEltion, flnd
olease
attach
50,5 Fillin the gapswith wods frcm the box. motebustness
youin thefuture,
about at at back W fot fot fot for it clearwhenI spoketo youlast
fron in in in in in of on w€ekthatwe holdvouresoonsible,
an aver te to to widl with 8
9 DHL,IJPS
or FedEx
as
I l'm writing --@ Egard to job vacdng/
ref.no.TH729.
10 to learnaboutthe late
I'm writing- relation
- job vacanq
oI the pansyouordercdfromus.
delivery
ref.no.TH729.
11 Thankyoulor backto meso quickly.
3 Nlanythanks- allyourhelp. 12 We are interestedin from Fairtrade
I wou d be grateful- anyinformationyou have organizationssuchasyoulselves.
on mts,
I have a copyof our brochurc.
Havea goodlookat the reportandget-
14 to us.
- me if youhaveanyquestions.
Emails 105
Presentations- opening
Thereai€ a greatvariety of presentaiionconiexts:
Col p.., pr.'pnrJ m i u r p r o d L .r s . well, good noming, eyeryone. On behau of BCC
harkets, plans for the f!ture). lnternationalI'd like to welcomeyou here to our offlces.
. Produci prescniation(featuresand bencfiisof a nei! p.oduct). Cd elervone seeat the back?OK.
rL Internal presentationreporting financialor salesfigu.es. T h p J n o l l h F . h u f l l d l l r . t o B i v ey o , i n o v e d i e $
a Internal presenlaiionanalyzinga problem and sugteshng ol our companyand its products.l'11speakfor abolt
thiriv mimtes, and then rvc'll iake a break for coffee and
1r Welcomingvisitols. biscuiis.After that, ni aroud ten thiitt we'li take you on
' A - \ , ' ( r . . o r h e r F \ n - - p F a lc l l . n t t h h . rm , . r u r 8o r . a tour of the fnctorv
Before$,e begin,just a few words aboutmyself. My
name is Anna Edelmam and l'm in chargeof public
1I additioll, dre.car. a \,arieiy of presentaiionshles:
/:' formal, sfructuled,rehearsed,iaking qucstionsat thc end. lciations hereat BCC.I'i.c b.en with ihe companyfor
/r Info.mal, partly improvised,interal:tint {'ith the nudrence. h{che vears,and I sokcd in ihe salesareabefore
4, Somewherebchrccn ihe h!o: using a basicstructurc,but
l should also iniroduce my colleagueMiAndersen
alownrg occasionalopportlnities for quesiionsind inte.action.
over thcre in the comer Mr An.lc.senis our plant
Which style yot usc dcpcndsnot onlv on your audiencean.t its manaSe!and he willbe lcading the fa.tory tour.
cxpecLrtrons,tui.lso on vo! ard lour per$nali\r l'v. dn'ided this presentitioninto four sections.
Itcad ihe opennl8to i t'clcomnrg \isikrJ presentihonin the First l'd like to show you a timclnreof our company
n.\t.olunrr. (Th( miin body and ck)seof a prese.tationare so you can seehow we'vc g.orvn an.l developedover
.ov.r.d ln lrits 52 53 ) thc vcars.fien I'll talk a littlc about our markel and
Noii.c ho$ thc prcs.ntcr begnrsby giynrg ans\Lersto a11the how it's chanlling.After th;rt l'll move on io disclss
ph.ii.ii qresti(insthat nright be nr ih. aldience'smind customization,and ho$,we fecuson tailoring our
l c t \ \ h a t j s t h L ' . i mo f i h i st . l k ? I l o w l o r g r ! i l i i t I a s t ?l { i l l productsto our customcrs'noods.
th.r bc a IrrLIk?Who is ihc pcrn)n spe.king?Who is ihat man F i n a l l , I ' l l g i v e y o u a l i t t l c t o c h n i c abla c k g r o u n ido
help you understandthe n.w technologvthit you'lltrc
The pr.s.ni.r thcn givesan outlinc of lh. siructurL'orth. seeingon the factory kNr
Ii you haveany qu.sircns,pleascfcclfrec k) intcrrupL.
Finally,befd. bogitulnlg,the presoter makesii cl..r $hcih.r OK,lefs begin with ihis first slidc,which show5...
au.jiencenxrnb.rs can iitcrrupt rliih questioDs,or kcep them
106
- OPENING
51 PRESENTATIONS
Exercises
51.'l Coverthe pageoppositewith a pieceof paper. 51.3 Makepresentationphrasesby usinga verb 1-'12
Makephrasesfrom the presentationby matchingan item with the words a-I.
l b e r s gve. I 9 ndd..:l
1 On behalf- ---\ seeat the b.ck? 2 takea break.. -
6 introduce.. tO tute l l
-
2 cdn €veryone \ of publicrelarions I dlvide I tay.. : 1 1 r h : n k. .
-\of
: lusta few Bcc rd tikero 8 speak.. i 12 wecome t ]
4 'm n charge
',dtk€ a a few wods aboutmyself
5
b .ny qLrestons
at the end
6 l' lalk with ihis filst nide
7 l ll move on tailo ng our products...
d for aboutth rty m nut€s
8 We iocls on io d scuss(unomizaiion
e for cotfeeandbiscuits
9 L'l g ve you aboui o(]f marketand how ..
t (nane)fot nvitng me heretoday
10 Let! begin a ttle technicalbackground
ih"t,,.(,,esLt.
lromour consumer survey
10 sornedetaledrecommendat ons
abouthow to reorqanzethe department
1l o!r newmarketrng strategy.
12 wth the temouistdnd ngfromolr
astm€eiing:fundinqour R&Dactivties.
51.5 6 6 Speakingpracticerlistenand repeat.Repeat
eachphrateyou hearand then listento check.
,r"r",rr.aions- mainbody
@
'Th€ phrasesyou
ned'below shows someptuases ''
... Or, ters mou" o. to rhe nexr poini, which is wmo enelgy
that can make you presentation easier to follow You
ieclnology. The mdkei for wind tubines. is shifiing toom otrhore
will have to supply the contentyouself of coursel
to oifslble. It might be Getu1 to give a liiile background hde. As
4/ Signposts: these ale phrases ihat say (here you'ie
you cd s@ on this ncxl sLide,onshore wind fams have several
8oh8 in rpm\ of lh. mrin rup( - ol \ our r.rL draivback: tust you ned a ieLiably windy iftatioo se€ondthe
,? DcvploDi .op( tn, -e D"ri.e. d'e rrui-srCnpo-r-
l d t u Ld . . ' " r p \ - - c l p o u u d . r . a n d t l u d t n p r ea r e . o m es e r i o b
within a topic. By cxplicitly saying what l.ou re
enginc.ring questions.
gohg io talk abouinext, the audiencecan follow
What are these engineering questioro? Basically rhere are two
(, Focus:theseplrases are also mini-signposts. issues.Firstlv,the stabiljtyof the struciuieas you make ir bigger md
sccondLythe problemof hai ing the bladesalways facingthe wind.
Youle saying io the audience:'pl.ase pay extra
So the trend is towards offshore wind fams, ano n€ic are some
alieniion for thc next few fromcnts'.
't Question answc. askinga qu€siionand rhen cnginee.ing.haUenSeshere.Have a look ar this slide it shows thc
designfor an offshorcturbine that sits on the surfaceof the sca.
irFhpri.ri',our,lIi.d.anddrd rc.hni.lup.n
It's threetimes more
publi. .pp.'\in8 Th. tuej ,'n , -clc, interer r
efficientthan an onsho.e
ihc tnind of the listcn€rs,ihe answc. providesthe
tu.binc oi equivalentsize.
satisfactimof closure.
I ttcfer to visralsr bc carefulnot to rclv too much on What is the reasonlor ihisT
Thc reasonis that it usesa
your slides.s thcy can sendpcoplc into a tranceof
completelydif fereni design
bor€dom.Di.cct aiiention back to vourselfofien.
that isn't dependenton the
Ask fd contributions:stopat scvcralpoi'rts
wind clirection.There is a
during the frain presentationkr takc questiors- it
(rcai.s rnter.st and makesthe p.csentationmore Ia.gc V'shapedst ucturewith
rigjd'sails'mounted along
its length.As the wind passes
R..Lt thc presrntationextrnctin thL'ncrt columr,, over thesethey act like ahfoils" and rhis gcnerateslift and htrns tho
q hich showssomc of thcsctechniquesand phrascs
structureas a whole.
nr contc\t. The contc'ntin ihis cas. is rechnic.l I would like to stressthat this designis not yer in commcfcial
- about wind en{rgy rcchnohgy.
production,but a prototype is currently being resredoff rhc coasrof
It Lookingjust at dlc first half of ihis cxtrad, norice Scodand.
how thc p,€seDtorguidcs the audicn.cr signposting OK. Are ther€any questionsso far? Doesanyonehavc any
t l r ' n . ' i n l ^ p i . r . ' r ' n g l h . r l! , m . b d c ( B r ^ u n d, :
. u m i n gn c \ r .d i n c r i n gr r l e - n , {tru d , i d o r . ,- , n g . l r \rinJ rurbinr:lallsrn'.trtrwrh pirrsrlrrato iumcdby lhewind,uscdtor
qlrestionto createintcrest,focusingon iwo issues.
Allof this makesthc preseniatioreasi& io follow. " atlojl:.ud&l pid on af air.rnfi s wing rhir helps ir kl.i* in thc air
r0E
- MAIN BODY
52 PRESENTATIONs
Exercises
52,1 Coverth€ oppositepagewith a pieceoI paper.
Now try to rememberth€ words below.Sometetters Theext.actyoujust lookedat showsseveralpo nts about
relerringto visuas:
. Thespeakerintfoducesthe s de ctearly.
A tongpauseat
I Ths I s meto my nextpoint,whichis ...
lheendoi thefilstparagraph woud be good givingthe
2 EarierI rnen . ...ned...
'll c audiencea chancelo studythe s de sitentiy.
3 b ...to th s pointin a moment.
justto di . The speakeruses firstly and secondy to tsl points.
4 s! (= sdetrack) for a mom€nt,. Again pausesaftereachseparalepointwouldallowthe
5 Let'sexamine this m de L listeners timeto absorblhe information.
6 Letmeexpainwith d con .le ex a The speakermakesa personalcommentfhis creates
7 | th nk thereErethreequenions to f Interestand is one way to avoid lhe dangerof lust
8 lwould keto st (= emph.size) that . .. readingthe texton the s de
9 youc s on thisnexts de, ... . The speakergivesa chanceior questionsaboul ths
10 'd llketo high
t two rh ngson thischart.
11 W inieresting in thisslideis ..
12 Howdoesth s re te to yourown particular cont t?
52.3 Readaloudthesetwo versionrot the same
52.2 completethe presentationextractwith the words sentence.In the se@nd,put a strongpausewher€
in th€ box. lt is an alternativeveEion of the presentation you seethe // symboland a strongemphasison the
opposite. underlinedsyllable5.
Ve$ion A Themarketfot wind turbinesis shifting from
enphaslze havea laok
li.u'"o"tii
gs so an nyavn view notice Ve|sion B Themarketfot wind turbinesis shifting// from
glshote ll to qffshare.
'
55 or, tet ar tns nexl
s ide. t showsthe desigiior an offshore tubine tharsitson Canyouheara diff€re.ce7
Thesecond
versionh;s moreclarty
the surface of the sea.
I'd keto z . on thisdiagr.m. Mark with a // symbollltCg placesin this sentence
Firnly,3 ....... theV*napeo where you canpausefor clarity.
struct!rewrth'sals' mouniedalongitslength.Secondly,
1 Asthe windpasses overthesetheyactlik€ai.foikandthis
thiswholestruct!recan generateslift andturnsthe siructure
asa wholp
turnon its base,poweredby theactionof the windon the
Thisis howelectrictyis generated.
sails. Underlinet!49 syllablesin this sentencethat you (an
.-.......
. on thisis thatthe design emphari:eto c.eateimpa<t.
is. bg improver.ent on earlierversons - lt'smoe efficent |n 2 lt'smoreefficientin term5of eneGyproducton,andit! also
termsol energyproducton,anditk alsomorestabewith it9 morenabb wth itssolidbase.
so d b.se.
Bythe way, mustjult b ......that 52.4 'l'd now like to discuss ...'The words below canall
ihisdesgnis not if cornmercial pfoduction. replace'discusi'.Fill in th€ missingvowels.
oK, afethereafy questions 7 ..... 1 m v n t 6 xpl n
No?Then 3...... .... 2 t l k b t 1 c \ |
to the nextslide,
wh ch is a graphshownq the prciected demandfor ofishore 3 d I wth 8 c . n sd r
windenergyoverthe nexttwentyyears.!t 4trn my tlnt nt 9 mnt n
5 t k a l k t l0 t..cs n
52.5 S 7 Speakingpractic6:listenand repeat.Repeat
eachphraseyou hearand then listento (heck.
Presentations- closing and questions
The following sequenceprovides a guide for how to end a
Right, that brings me io the end of my presentation.
Preseniation eflectively.
i Signalihe end: lhis meansusing a tignposi' ptuaseto tell Justio summarizeihe main poinls again:Ibeganby
telling vo! a littie about the hisiory of our compant
the audicnceexplicitly thai you're Soing1ofinsh. (See and you saq' our growth from a smail family firm to the
unit52 for ihe meaningof'signpost phrasc'.) intemationaloperationthai we are ioday.
:' Slmmarizc: summarizethe main points, md .dd a fcN
f \ , r I r . ' . l p da D o - lu u r m J r l e r , . o h o w n p r .
obsen,ationsor detailsfor inte.est.fcrhaps hale bullci technologiesare openingup cxciting possibilitiesfor the
points on a final slide,and then girc a ]ilely commenl
aboui whai reallv matiersf.r. cachone (a'i.ke-hone Alter ihai I erplained horv customizationis at the heart
oi our businessmodel our dienis all gei tailormade
Concludcryou can concludewiih. fliendlv commeni, solutionsbasedon their individual needs.
a fnlalslidc (wiih a shong inag. or mcssagc),b! Finally I gale vou somc informaiion about our
mentioninglh. benefitslorr talk h.s Encn thc audicncc, manulacturingptucess,.nd volr sarvhow we achleveour
or by l@king Iomad to the futu.c - Mith a call io action erceptionallevelsof qualit_vand pcrfornan.e.
or an nispnaiionalmessage.linall)t a strcng 'Th.nk lou OK, l'd like to finish by savint thai it's . great pleasurc
all fo. coming' $ill hopefully p.oducc somc ipplausci ror us to welcomevou heretuday,and I hope thai you
Invite queslions:'Do )ou hire inv qucstions?is usunlly enjoy the factory tolr which ac'vc plannedfor ),ou.Wc'lL
siart on the toui after n sho.t brcak for refreshments.
Dc.l s'ith qu.siions: tho b.sic ran8. oftechn\ues.rc: Thank you all for.ominS. (nptln!s.)
1 ltcsFondpositivei\,', thrn ins$'cr l've 8ot somehandolrtsherc- l'll passthem round.
2 Cli,ify / Ask for repctition. Thcy show all the slidesI uscd in my talk and my conrrct
:l ltc.lircci io thc qrcstioncr ctctailsarc at the back.
+ Itodirccii() lhc g(ntP. Do you haveany quick qucstionsbcforc wc brcak?
5 Dolav an i,nsx'cr Yes,the gentlemanat ihe back with thc rcd iic.
6 C o n t r o lt h c l i n i n S .
Itead ih. prosentitiul cxhaci in iho ncxt colunu, $r1,.n
Comparu l h o o p . n i n gi n u n i t 5 l w i t h t h . . l o s i n g c x t r a .kl )
sho$,ssonr. of thcsctcchrrquesind phriscs in contcrt. li is
thcsanreprus.ntntion.bovc. Th. pr.{ntcr ktd thc.udifn.a
t h e c l o s i n gp . r t o f . ' w e l c o m i n gv i s i i r t r t p' r c s c n t a t ( .
sllat shr s.! going to siy nt theopcning,.nd now hercit
thecl(){ shorupoitsthc main pointsagaitr.lhis rcnrforfts
the kev casnndm.kcs thcn easierio rcmembc'.
110
- CLOS|NGAND QUESr|ONS
53 PRESENTATTONS
Exercises
53.1 Completethis extractIrom the dose of a 53.2 Studythe phrasesfor dealingwith questions
presentationwith the words in the box. tt is an internal below.Tryto 9ue5sthe sinolemissingword in eachgap.
presentationabout departmentalreorganization. Write your answerslightly at the side.Severatanswers
may be possibie.
genetateda lot af dis.ussrcn give the flool I Thdt'sa veryqood .........--
taak at sane aptions nay be forced au job is ta cansider (Thinkof sonething elsebesidesquestion'.)
that coversevertthing thereis the option to 2 Sorrycanyou thatagainT
the next steps somedifficult de.isi.ns w)uld lead ta 3 Hasanyoneese . ..... the samething?
4 OK,lth nk there's
trme ........on€last
6 6 R q h rt ,r h i n k ' I haveto
say.Beforcl fin sh l' lustbriefy summaiz€rhekeypoints,and
5 That'san interesting
quenion.WhatSyourown
tirenwe cantry to cometo a d€csionandfocuson
' 6 sorryldidf'r .... rhat.
So,rightat the beginning
I saidth.t the a m of my (hink of somethingelsebesidesundestand')
presentaton wasto r . for Ithinkthar's
outside the : of this
reorganizrngouf saesandmarketing operatons. Andl p€sentation,but i m happyto discuss
t wth you
expainedthe reasons why.
8 Im ... . youaskedmethat.
Weexplored threealternatves.Filrty,we lookedat keeptng
9 | promised to f ni5h t me,andI see
botha salesdepartment anda ma*etingdepa(memin every
thal it3 nearlyten o'clock.
countryasnow,blt rcdLrcing all budgetsandlookingfor cost
10 You.... . havethoughtqute a lotabout
savingswherever possble.Spendng on advertEing will be
th6. Whatconclusion haveyou to?
clt backconsd€rably,andwhenpeopleleavethe company
1l Couldyoubea lttlemore 1
theyw I not automaticallybe replaced.We canexpectthat
12 Anyoneiketo on that?
everyoneS workloadwill increase
l3 | dont havethatinformaton to
Secondly,a brcakup the Can| get s ihatallight?
natonalmarketing teamr,whilekeeping the salesteams.Al 14 So,if I undeGtand you
marketng carnpalgns wo!ld be run centfallyfromheadolfice, askrng ,.
eavng jlst a skeleiofnaff in othercounrer.Thisoption
. Now fill in the gapsabovewirh rhe suggestedwofds
, andI sensethatmanyof
youfee it'r too drasuc.However itt theoprionthatolfe6 the
gr€cles'cost sar19s,dndwe o
aheMatds back .atch
conedty erpeiehced explain
Thefina opton is the possbiity of mergingsalesand nust an apinian palnt
marketingnto onelargedepanmenrn everyma*el This
greatercoordinaron, some 53.3 Malch phrasesl-14 from the previousexerciseto
costsavrngs,
but . so a lossof foc|]s.I wouldlikeio hearmore
the te.hniquesb€low.
d scussonaboLrtwhether th s optonisviabe.
a Respond positvely[- ,-]
5o,in concuson,now rsthet meto take b clarify
/Askfor repettionli-li-t.
. .......... l'masking -
all c Redirectto the quenioner f i .
of voulo eo'e deoarr.leltd oy" iesro ore sroe d Redirectto the groupI : l
...........
ihe futuresutuivaand e Delayan answerrl rl
proftability
of the comp.nyasa whote. f Contrclthe timng: i l
Thankyou6 ior youratt€ntionNowt'll 53.4 S 8 Speakingpracti(e:listenand repeat.Repeat
.. to youior your eachphraseyou h€arand then listento (heck.
quenions
a|1dcomm€nts. tQ
The languag€ of trends is important not iust fo. pres€ntatids, but ako for business leporls. You may
want to des.ribe movemats in financial indicators (eg I,rofits, co6ts), sales md f,a*eting indicators
(e8 sales,mark€t shaie), or @nomic indi@toE (eg inbr€st rat€s, unemploytlmt). Often this lan$age
wiil be used to explain a graph or chart
Many verbs descdbe the dtu€ction of movemerll
Movementup and down st bility andInsrability
90 doM / decrease
I kll
+t\y'\+
. / \
lf V
Someverbsdescribea changein size,and othe$ saywhetherthings ar€good or bad:
Ctrangein siz€
o-O*o 'm#,Tx!,r*'t^y
Good/ bad I sales I
h,
I i;0,."".
To makeyour descriptionmor€a€curateyou canthen talk aboutthe speedand amountof dange:
co|EidenblyI significantly
n&Btely I to sone adent -r-
)
Time pedod complete (past simpl€) Action / situ.tion in pmgr€ss in th€ pasl (prst coniinuo8)
satesmse W 2% last quttet. Things wrc ersiet in the conwry alew yarc ago,while profts wee tui'tg.
Time perioil noi complete (pEsent peifect) Showirg that one pat €v€nt happened before dother (past pe ect)
Pnfts haoe n6efl EignifranttV this vear. B4oft tte cEo ftsignd ptufts had tbeady lo enby20% h'awr.
ker€nt reEult of a pdt action (pr€6€nt perfect) 'will'tulur€ for geneial b€liel6, pr€dictioB dd lads
Pncesh@e nsen because
of highs naterhk risLs. On dt lpditors ui lace ttu *nE Wbbig as us.
Action / situation in prcgBs now (present 'going to'frt|E when there is stroag F€seni evidene for a
pEdiction
Infatiofl is tising at the ,noment. E eryW tu?s o1Enew plodu.t line - 1'1nsffi it's goins to be o succ5s.
All the language above Efers ro describing tl€nds. In lmit 55 you'tl s€€ some language for analrzing trends.
112
- TREI\IDsI
54 PRESENTATIONS
Exercises
54.1 Matcha verb on the left with a verb on the righl 54.4 Write the adj€ctivesin the box in the corred space
so that they have the sanoemeaning. Not all the words below.Not allthe words appearopposite.Che<kany
appearopposite. unknownwords in a dictionarv.
1 g
2 fall rise disappointing utouraging enormaus
3 mprove yadual nadeate Epid slight
I ..
5 mov€h gher be stable
6 eveloff FAST 8tG
7 shrnk l 4 1
8 edgedown stabilze 2 5 8
3 9
lf thereareanyverbsaboveoroppositethat you arent sure SLOW SMALL BADNEWS
about,.hecktheirmeaningca€fullyln a dictionaryForexample, .t
the word'dec ne'- not mentonedin thisunit - meansboth
'decrease'and 'getworse'.Alsocheckto seeif the verbcanbe 54.5 Rewritethe verb + adverbsenten<es as noun +
usedwith an object-for exampleyou cannotsayWe.ore our adjective sentenes.
1 Sales grewslowly.
Therewas la^ 9t94!! .. --,. , ,r sales
54.2 Matcha verb on the left with a verb on the rioht so 2 Costsrosesigniiicantly.
that they havethe oppolite meaning. in costs.
1 boom__=\ 3 Prcfitsdete oratedrapidly
-----cr.sh shrnk
2 double We sawa .-.-..--.--.......,.-- - , in profits.
vary 4 Marketshareimproved siightly.
4 grow drp We hada -.-.-. - in mafketsharc.
5 improve detenorate 5 Our5ales forecasts
variedconsiderably.
6 peak Therewasa - .. in olr saes
7 staythesame fall
8 fse ht a low
54.6 ;ill in the miising prepositionsIn the presentation
54.3 Completethe table with the correcifo/m ofthe
words,You may needto usea didionary 55 Afterthe marketing campaign at the startof lvarch
salesroseI ........
...... an initiafigure'? €4.5m
Pastsimple Pastpanidple r es.um by lune.Thatmeanstheywentup
1 go up !eILUp................9p!e..c?...._ a 15olo, tle bigge$inc.ease 5 saleso'ary
2 grow rccentcampaign. Theycurrently stand 6 €a3n.9)
3 rise
4 Note.the pteposilionin $4 6 often mrstedoL/|n rpeech.
tal
S.7 Underlinethe correctforms in italics.Eachverb
5 grow -qe]1.4l form is used once.
6 expand ff so far tnisyearwe 'saw/ haveseena ot of volatility
in thefinancial markets.Thecurcntsitlationin the world
8 improve ecooomy2is.ausingI had causeda greatdea of uncertainiy
in the mindsof investors. No-oneknowswhatthe future
twill bring / is binging. Lastyearthingswerc verydifferent:
10 vary
everyone aharbeen/ wasoptlmistic andihe markets 5were
11 tuve
12 deteriorate risingI haw risen.Of <outsewe knownowthai our current
prcblens6haveaheadybegun/ hadaheatlybegunwell belorc
lastyear. 99
Se€page 15Jfor somew.iting tasks.
Presentations - trends ll
Unit 54 gave somelanguagefor desc.ibingtrends.But in a Senience7 usesMdfurc/ to giv. additional information
Presentationor report vou will probablv alsohaye to gire that supporis the previoussentence.Th€ words Molcoret
someanalysis.Yo!, nray irali b gn,e reasonsfor the hends, Furthuinrc anll Llladtliti can all be usedin a similar
to show iheir results,o. to Biveadditional information. sa\: Thevle all folloved by a coma.
Rcid ll'r- p\r-.r lror in .-rr1r,lprp.ent.rri. . 1rl\/. .B Sentencc6 usesAs d rerrll b give ihe r€suli of the
Pre\ious sentence.The wotds As n rc.uU,Bccnuse oltltir
and T/,.relof.can allbe used in a simihr rvay.They'rc all
rSalcsfor ihe fn'sthalf of the foll$led bv. comma.
ve.r $'ere disappointing,
mainly becauseof the lack ofnew prodrct lines. Sentencet has r'/ril. in the middle of ihe senience.This
':How.ver,r!€ launchedhro new lines in n"r,\.. -ir.lp,.-ri. lFl*.cn tw,, .! \..(.np.rr.
]une and
p r o no r . d l l ' e n s , r h r . l r o l g m J r le r i r L. i n p r r A n o l e r with dllllorl.q/l
$,herethereis a scns. ofsurprise ) The
ihe surmer. rAs a res!lt of lhis cimpaign, snlesbeganto rro.ds nt!/. and a'llRrr c.n bc uscd h i similar way.
imp.ovc. {Ev the end ofAugusi th.\'r'ere 10.r higher on The tablebcloi! pr€sentsall this languagctogcthcf.Noic
: ) c J t r o r F y ct.,rFr i - ./ l l l ' o u E hl h . f e L l l " . r ^ r B . r i n . \ p r that some$ ords lik. A.drrs. d/ and tr sfilr, (,farc foLlorvcd
Septenrbc!and Ociober immediatelvbv n noun phrase,whilc othcnvords likc
8.n s. and 1,,sril!..,tir. /ir.r rrri are rdlowcd by a subject+
Scntcncct h.sthestrrctl,rc'.csult' (lis.ppoirting s.lcs)
'rcison (Lr.k of ncu B(rt! t)f the nrketu'g.rhpnip n lrn(,!rt\,., n\$ttt.
|.oducl lnrcs) S€nience3 has thc
sltr,clurc 'r.ison' (ihis c.nrpiign) 'res!lt (salesb.gan 8&?r! r,c tdd d ,!rt.rtr{ tdkl i! h llrt, srtt! r\.nns.d.
l(' i'npu'c). Thd worls /',rr,!s. (t. nsd ^r/r o/ nnd dr. r,, ,t:tit. offhe poor tu.nth.t i't ltu, t$ ...
. . f a l l L r cl n i i f R r i ( f c c I i n d s . n i . n . . 3 i n . s i t n i l a r ht :pit. ol tht tit(t tllat th.t. ens pot t\\ttl1( r1 lrl1t,sdl$ ..
S.ntcr(L 2 lr.gins with ,onti).,,.rn!l ihis $or!l adds aa fhe phrases you need t€
. r . r r L ' n ' u - J r r ' \ , r , r n ( . 1( L l . , i l r r h t . ( \ r { r .
Riton.u. fhf ilo'l1s ,.rfa drdl,d,ris anli.r(, !, c<1n Reason result {ie (ause consequen(e)
. r l lb o u s o . li n . r s i n r i l . rw i r l h c \ . ' r ei l l f ( n l ( \ ! c d t r ! . 1 Because
af / Dueta / As a .esultof + noln phrase,
8 F Q u , a D u a- o - h p . a .rtr a + , . b a r , , a . o
Sontcn.crt hasdl/l,drr/,ii thc middlc of th. scnirncc This reIetrn9 to the prevo!s sentenc€
wdd t()l'lucesan idta th.t is su$risnrg afier n pre\ bus Eecauseof ths. / As a result,/ Thercforc,
idL'nin thc snm. s.nicrc.. Comp.rc Mith /],)nr'..r (hich
rcius backtoil differcDlsonllrrcc. lea.l to / rcsult in
,4lir.rsr..n nlso b. nscd al thl' bcginning of n senien..,
Result reason (ie consequence cause)
blri ih. N\o cont|nstnrgid.as .rL'still ii thL's.mc scnt.n..:
becauseof / as a rcsuhof / due to
Altharsh srlcsroft ltish.tttt th. aitl of Arlrit, th.ttl.ll lr[k
,Srn' t, -st/.rlb The sards r//ror.!/, .nd d., rrdr.!1,cin
be uscd nr a snnih. sav
Now read ihis ne\t e\tract from ihc sam. prcs.ntation. Making a simple (ontrast
. whtle / whereas
5Thisdrop h srles over Scptcmberan.]
Octoberled Adding a surprising or unexpected idea
to a seriesofmeetings s'herewc cxaminedour whole Hawevet,/ Neveftheless, / Evensa,
shategvin d.pth. !'Chrishnaswas approaching,an.t the ]n spneat / Despne+ rcun pftase,
Chr;tmas scasonproducesa largc p.rt of our amual ]n splteaf th-. fact that / Despir€the lact thai + sublecl
sales.TMoreovcr,we h,erelosing narkei shareto our main
.omPetiior 3As a result,we in.reasedour advertjsing . , although / even though
budget for Novcmber and Decenber and chalgcd ou Althaugh / Eventhaugh ,
use of differentmedja.'yOutdooradloiising on biilboards,
b$es and bus stopsinc.eased,while our a.1lertisingiI Giving additional information
magazinesand newspapersdecrcasert. Morcover, / Fufthemate, / ln additian, .
Sentcnce5 has the sblcturc 'reason (drop in sales) Seeunit 69 for other e ords like As r r.srl, Horrdoel and
'result
Geriesof treeiings).The sentenceusesLhelerb &l.r?dfdr that begin a senten e by making a link to the
'lead io' io expiessthis.
The lerbs /.ad lo dd,"rr/1tr ce
be used ina similar Far.
1i.{
- TRENDsII
55 PRESENTATIONS
Exercises
55.1 Findand correctthe e!9 mistakein eachsentene 55.3 In unit 54 you saw two simpleforms for the future:
below.lt couldbe a missingword, an extra woro, or a wi andgoing to. Howeverthe future is not certain,and
to makeforecastsfor trendsyou needother language
I BecaLrseourconsiderable cost-cuttLng
m€asuresast that showsdiff€rentdegr€esof probability.
quarter,protts roses ightly. Matcha sentence1-5 with a sentencea-e with a similar
2 Becalseof we cutconsconsderably an qua(er,profits meaning,
roseslighty. I 13hghy ikeythatwelmeetourtargets.
3 Earnngsf€llby8% astyeardLreour ncrcdsed mai€rdls 2 Wete I key to meetoLrrtarg€ts.
- .'
3 1 mightbe thatwe meetourtarg€ts.
4 Earnngsfellby 8% lastyearasa rcsultfrcmolr ncreased 4 Wete unlikely to m€etourtdrgeh
5 ltb highlyunlikely
thatwe'llrneetourrarqers
5 Diffcuitmark€tcondtion5reslrled a siqnificant
declnein
a ]heresa goodchance we l meetour larg€ts.
6 Thesgnficantdeclin€in markersharcresuted of diffcult b Ther€salmostno waywe meetour targets.
narK€rconoronS c Ther€snot muchchan(ew€ meetou. targets
7 Thischaftshowsthat brandawareness increased
in South- d we realmostcertan to m€etoLrriarqets.
EastAsia,wheret f€l in tatinAmeica e There's.50/50chancewe m-oet our targets.
8 OurcompetitoB aregainingmafk€tshare.More,theyhave 55.4 Completethe presentationextractwith the words
a whoe newprcduct ne comng out nextmonlh in the box.Thisexerciseindudessom€new languageas
9 In spilethef.ct thatwe delay€d
the l.unchol our new w€ll as languagelrom units 54 and 5s.
o o d L ' 1 ' dg e ^ e s l Ldd odo.ab4r.i,ril.<ryeal
l0 Despte we del.yingthe laun.h of oLrrnew p.oductrange. axit a slighttnctease akhough havebeenttat
we nill had reasonable
resultsast year hiqhtght highlylikely lnpli.ations in linewith leadta
notie nate tapidly rcacheda peak roughly while
55.2 Complete the presentation extract with th€se
words: ar a fesurt due to, even though, howevet, in spite
OK.havea ookat thisnextgraphThereare
ofand morcover. Use a capital letter where n€cessary
twohnesThegre€nlin€,wth vaueson th€ eftv€rtca
Be carefull Readthe whole text before you begin, and showssa€s Thered ne,
wfite your answers lightly at rhe side untilyou're sure. wrthv.lueson th€ rightvertic.aris,showsprolirs.
W e . ' F o p ea t l g i l'd keto: rwo
"r"r/d'1c-rb-srnesse-vro-re1l
and ihis s argely' the hiqh priceof th ngsherelhe Irst s ihe sale!graphAsyoucan
o i l E e g , . o s t (a e o 1 e o r l h e b g g F s lc o . r sr . o J r b r s r - e ( < . see,sdlesrosesteadily
lor manyyears.but they
' we ve introduceda ot of enerqy- roundtwo yearsaqo
efficent machinesn o!r factoriesover recentyea6. Since i
then,sales w1h
this investmeniin technology, 5 in rhislan qu.rler
lust
energyst I accountsfor :8% of oLrrdired cons - and
1 its v€ryd fiicLrliio ncre.seprofir
Nowookat profts.'
_o^ p or,ls 1 'pd Pd -
margns. 5 , i's noi a bad news Market
shar€is grow nq dowy and we've signedsome mpo(ant new
salestor severalyears,
but theniheynarredto deteriorate,
(ow.y dt rrr r drd 'ro_3
cont.ads.6 , our recentacquistionof a
li, the last year this drop in profits has been s gn f icani -
compdny n Brazlgives us dccessio the Latn Amercan
markeifo. the fid time. 5%.
frrR
5 Jlst to digress
for l
6 LetSexamne this. 2
8 My own view.. i
9 OK,that'sa want..
10 Right,etsbegn ...
First po;nr
O
b gel n:rted. Caneverybody
see? tet s begin $/ih the fist slide
/(D1
ff+,:-'
I V4
<l-\ ,\
d rntothreeman pans.
f
g
on to the secondpoint
please fee freeto interrupt. m il' .AE; -
q I | f
h to thisin a rnoment.
0(-
i
j
w1htheli6t 5ide.
to eayaboutthe frrstpo nt du
Continu€as before.
I I Asyoucans€e
l2 beganbytelllng yoLr. 5e.ond point
l3 'd likeusto
6
14 J!stto summarize
15 Letmeexpain .. )t
16 Now do youh.ve.. l'11camebackta thtsin a moment
17 Rghi,ihaibrngsmeto.. 8 fn
l8 Thank yo! all..
19 Thisleadsme ..
Id likeus to focusou aftentionan
two thingson thischart {WJ
'w
e At(
20 Whats thereason..
k a ttle about . Then explained
how Third point
Afterrh.t talkedaboui
Thisleadsneto ny thid point, which
focusour attentionon two th ngs on
),,
Now,da yau haveany questions?
56.3 Fill in the gapswith the words in the box. 55.5 Underline the (orrect words in italics in this extrart
from an internal presentation.
about at back in ln
an an ta This next chart shows saies for our hvo main product
lines, the Micro rdge and the Neka mnge. 'Mdrk / Noltl?
1 Takea look . thispclure.Whatdoesit tellyou the scale on the vertical zaris/dile ii shows the number
ourcompanyT
ofrrtits/lnili6 sold in thousmds per month.
2 l .F divdedllv l. l foJrn dinp"rr . 1'd like roa.lrna / ntakeyotr attention firstly to ihe black
3 Right,etsbeqn ... thefirsts ide. line, which shorvs sals of the Micro .ange. You can see
4 LetSmove .... the secondpoint. how last year sales trose/ ll aoe trse 6stedttlJ
/ stetrdil! all
5 Ths leadsme .. . . mythirdmainpoint. through the year Since ihe beginning of this year they
6 l'llcome .. ih s in a moment. /conti!1ucdhareconti,lEd ro nse,3altharyh i,t spiteol ar ^
( an is passiblein #6, but isn't the answerhere) / /
7 My own view th s s simple. On balance,iheseresultsare good 's.cddy/sipadily
('af is possiblein t7, but isn'tthe answerhere) ''gror,/gron,i, is what we like to see.This
8 | h rl lL€rea'erhreeqJe,ro o fo,u, Senerally
postile picturc is "d!.lo /d!.tdfl ihe performance
9 As youcansee th s nexrslide,... and reliabiliiy of the Micro lan8e, and the fa.t that ou!
('in'is passiblein +9,but bn't theanswerhere.) competiiorsh;ve bccn slow to respond.rzEr., solEo.,r
10 So, conclusion, l hopethat mytalkhasgiven r/'o!Sr, ive cannotbc complacent.We have to bujld on
youa goodov€fvi€w our company. this successgoing foNarcl, and I want orr nrlesieams to
11 Thank youa I coming. really focusrrdi,orirl0, the Micro range L{drcr4ro,r the
12 Heresmyemailaddress caseyouwantto get
I'm Boing to set an ambitioustarget- 10takesales
56.4 Completethe sentences
with the pairsol words in of Micro p.oducts from thcir curent levelof30,000per
month rsrdl!,rii ai1{Sr//r/,rrl bd of 35,000by thc cncl of
1 Does haveany ?
8 Right,that
12 OK,lth nkthere's
Meetings - opinions
Readihc extractf.om a meeihgin a household
Froducis
company.nroine(A),Brigittc(B)andChrts(c) are The phrasesyou need Ag
discussing
theircomplnv'smarl.iing straieg\r
: r i t i : r- i i : ' . ! , r ; r , ' ? ; . r -
What da yau think, Chns?
A: We needto do something radca to dev€lop
our Chris,what'syau apinrcn?
brands.
TheretaileG arebecoming moreandmore Whatdid yau havein mind?
powerful theybly frcn usfor what€verpric€ihey
Cr: iri tr.. ir.ri;.itrn
want,ands€llto the publcfor what€ver
pricethey
What l'n tryinqto sayts . / The palnt is
tnmy opinian /rhewaylseeit..
B: Absoutely.Ourprofitmargnsaregettng thinnerand gasi.ally tEssentially
A.tually I As a matter af fa.t ..
C: I totdllyagr€ewith youabolt the powerof th€ r€tale6.
Abviously .. / Clearly
Afd it'snotjLrnther prcingpow€r lts alsother
ln generat / Arctall
own abe prod!(ts.Whyshouldp€ope pdymoreior
(emslk€ oursl Io put it sinplf . / ln short
branded
':irrir.ij
A: Bascay,we hav€to lookat brandrng n a whoenew .1 rii.iirioi. im.r. !.r:r5li,:,1
way h ny op nron,we l-raveto go b€yondmarket /r 5eemsto me thal
resedrch, beyondla krnqaboutqua ty,dndbeyond
fran rny paint of iew
" . e d d \ p r r ' n o l o a d n d t I n r r 9 o . d )r . d e
n e e d1 0m d k ea n e m o t r o n dc o n n € c t o n wth contumers ..- -..,r):.1
W e n e e dc o n 5 ! m e r1! ol o v eu s ,n o l l u s tt o n e e du s
B I nr not so slre about th:l We s€lldel€rg€nlsand t totallyag.ee '|ith yau / Absalutely
' ' o ' o ' " I o a " - o ^ F - o r o - c . p L e aL 9
It s nat tusl , it s also
products)We're not a .ompany ke Apple or Nikewho Yau te prcbably right
m a k ee x c i n l 9 , l e n y l ep r o d l c t sW h : l d o y o u t h n k .
r , : i : e i r i . ' , r . : 1 - 1 :ri ,. i-
ChnsT
i ag.ee up ta a potnt. bul
c: t seems1lrme thal we haveto do sonrelhnq we
OK, t .an seewhat you mean,but don't yau |hink a
c a n ' 1 l u scl a r y o n d sw e a r e 1 n a y b e l r u e t h r l o u r
tt may be true thdt . but we ako haveta cansid€l
produdsaren't veryexot nq. bul we aho have10
c o n sd e rt h a t h o L r s e h opl dr o d ! . r sa r ea n i m p o r t a n r a : .:a.' -.:.- j: ::::
part of fam ly lIe, and fdm liesare nearthe cenlreol Realy?Da you think ta?
oLiremotons Aclua y, I do think o!r advertisng could t m not sa suteabaut that
appearmorero peopes emot ons t m sony,that nat how I tee t
B OK, OK You re probaby r ght But what did you h.ve I rcaly .an t agree 6/ith you there
i n m i n d ,A r t o n o ?
A W e n € e da n e w ' f a c e ' f o ro u r b r a n d qA. c e l e b f i t y
\dhce thc difiercnt wit,s to gne an opnrion nr thc box
Someonewho the pub c oves To put rt s mpy, we
.bore. NlaDvoI ih.se phrnsesappear in ihc cxtract.
needthe mon famols footba I player n the wond to
\ohce thc.lifferent wavs to agre. an.t disagrccabovc.
appedron screen,Lrsingour products.
\fan! of thes. phr.sesnilpear iD thc cxtract.
B: Re.ly? Do yoLrth nk so?You th nk thai if a famous
l o o t b dL e rc e a n st h e r t e e t ha n dw a s h e tsh e f o o r , u sn g
our products,the pub c wil love us? | thlnk ihey w I
auqh at us,and at the footba er.
f: Obvouslyit wou d haveto be done careiully,and a
f o o t b ae r m d yn o t b e t h e b e n c h o c e .P e r h a p s f. l m
startrom romantc comedymovieswould be better But
i n g € n e r aI l l k e A n t on e s i d € a .
B: OK, I can s€ewhat you nrean,but don t you think thi5
is a golng to be veryexpensveT
A: Thatbtrue. r wil be. Blt iron my point o{ view lr3
worth t. An emoronal connectionis the onlyway to
lustily a premum price.
E
57 I|EETTNGS- OPtNtOt{s
Exercises
57.1 Underlinethe correctwods in italics. 57.3 Write one oI thes€ next to each sentencebelow:
1 Chris,whatl/row isyouropinion? Polite disagrcentent,Stong ditagreement, Not
2 What did you havein mind/ in Wur nind? Wnaticaly possihle.
3 lt seemrme / seemsto me that we haveto do something 'l lreallycan'tagrcewith you.
we can'tjuslcarryon aswe are. 2 l can'treallyagreewith you.
4 Frcn,ny view/ ny point of y/erf, its worth it. 3 l can'tagrc€reallywith you.
5 | am agree/ t agreewith yau.
6 YouJeright / Youhavereason. 57.4 Put the phrasesbelow into order:1 is the most
polite disagreementand 4 isthe strongeitdisagreement.
7 | agrceto a point/ up ta a point,buL..
8 | canseewhatyou meanI you?eneaning,btltdon'tl/ou n l'm sorrythats not how lsee it.
thinkthisis goingto beveryexpensiveT I Really? Doyouthinkso?
9 lt may/ canbe true that our productsaren'tveryexciting, n l'm not sosureaboutthat.
but we alsohaveto consider ... n I really
can'tagreewith youtherc.
10 l'm not sosureyy,fh/aboutthat, 57-5 'l think we need to make an emotional aonnectioh
57.2 Look at the extracts from meetings below. Wrlte a w'tt .otsumerr.'Study the diffurenl replies a-{ and then
phrasefrom the box nert to a ph6se in italica with t|te do the €xerdse below.
samemeanlng,8e carcfrrll --) a Yes,justlikeAppleor Nike.
J b Yes,youle right.
y 8y theway Howevet ln g$e,al
Actually Easica J c Ye5,theyshouldloveour prcduds,notjlst needthem.
ln nyopinton Luckily Obvioudy lhe pointis ln shon + d Maybe,but how cana household products cornpanydo
that?
-f e lsn'tthet ideetoo abstract?
Wouldnlit be betterto
serousssues
thatwestillh aven'tdiscussed. focuson somethingmo€ practical?
, the projectis + f Doyouthinkso?
threeweeksbehindschedule,not two. + 9 l'm sorryl don'tagrcewlth you.
3 , we haveenoughtime,
Clearly/ they'rcoot asch€apas ilow matcheachreplywlth a te<hnlquefor agr€eingand
,
but theifqualityandrcliability
othersupplers, is much disagr€eing below.
0elter. A9|€€in9
1 Usinga standardphrase
fl
overall/ , it3 a verypositiveproposal,
but therearesomeimportant detailsthatstillneed 2 Sayingthe samethingagainusingdifferentwordsn
clarifynq. 3 Givingan exampbn
6 WhatI'n Wng to sayis/ , Juneis a Dlsagreeing
nuch bettertimeto launchth s oroductthanAor phrase
4 Usinga standard n
7 Essentially/ , its a goodideaaslong s Yes,
but...i1
,s t3 not too expensive, 6 Askingan openquestion
lo showdoubtn
g WhilewE'reon the subject/ didyou (whereyourown answeris
qiJestior
7 Askinga negative
geta chanceto readthatrcportlsentyou? clearly'yes) n
9 Thewayt seeit / , the wholethingis
a complete wasteof time. 57.5 Q 9 Speakingpracti.e: listen and repeat. Repeat
t0 Toput it sinply / , profitsarefalling eachphraseyou hearand then listento check.
d_d coslsare 'iqingand we haveto do somerhing- {an.
Meetings 11
Meetings - making things clear
Readthc cxiract fronr a meethgbetween threescnior Nohcc the differentways to make things clear Ai tinc 7
manageF from differcnt departhentsin an h\.cstmenr Bnan asksfor.epefihon. At Line12 Ceciliausesh.r own
bank. Agusih (A) h.s somc bad news to announceio his words to check(paraphrasing).At Iine l5 Ceciliaclarifies
colle!gles Briar (B)dnd Cecilia(c). Brian and Ceciliacamot an indi\ idual point.
bclievewhat th.y're hearnrgl
fhe phrases you need t8
Well,qoodmornlng,everyone.
B Goodmornng. Ask icr reDetition
c : Goodmornlng. Sorry t ntissedthat Couldyou sayit agan?
Youre probaby wonderng why I calledthis!rgent Sony, 1don't undetstand, .an you expiain that again?
meetrng at sLrch
5hoftnotc€.I havesomebadnewsfor Can you run thrcugh / ga aver that again, please)
you We havea roguetrader.
Use your ov/n wordt to che(k
B Sorry, I n ssedih.t Couldyou,ay it aqainT
5a. rn ottier v/otds.
I sad we hav€a roguetr.der Lik€N ck Leesonat
It I understandyao caftectly,... ts that tiqht?
Barir,95aid Jerome Ketu€latSoc€te G€n€raie
We
Can I get this .leat? Yau rc saying that .
havesorneone who hasbeentradingbeyondh s
Catrect me if l'n wong. but yau seem to he saying
aLrthority
C : C a nl g e t t h i sc e a f ?Y o u ' r es a y i n gt h . l t h e r el r a sb e e n
C l a r i { _ vi n d i v i c l L r a l D o ' n t s
A Yes,it appearsso. On a ndssve rralp lwo billon elros 'orty. how mu.h .Jid yau say?
C Sorry,how rnuchdid you sayT Sary. the praje.t wi statt when?
A I ead two b on eurog What exactly da you nean by ?
B Ho$?d d yolr arrve al the igure of 1wo b hon? Haw dtd you aniveat the frgue of ..?
a r t sl r , s r : q u e s s Yau mentoned Caul.l you be a littie nare spe.ifi.7
8 : W h a l e x a c t yd o y o u m e a nb y ' g u e s s ' D
? o ni y o u Corre.t a misunderstanding
Im sarry,thats notwhat I neanl
A : T h ep e u o nI n v o v e dw a st r a dn g c o m p e xi n a n c r a No, sat.y. there 5 been a slight nisunderstanding.
nslrumenlsDerivdt,veslt s veryd lf icuI io enrmatethe Perhapt I havenl explatnednyself clearly.
'
A: Thereare threejourn, istswait ng in my office
120
5A MEEIINGS- MAKING THINGsCLEAR
Exercises
54.1 Readthe dialogueoppositealoud severaltimet 58.3 A team l€aderis speakingin a @nferencecall,but a
then cov€r it with a piece of paper. <olleague(Bob)doesn'tunderstandvery well. Complete
Now try to remembersomeofthe missingwods below. Bob3questionswith the words in the box.
Write your answerslightly at the side.
1 Sorryl. that.cou d you where which wha
. . . . . . . . . . . . .-. . . . . . . . i a g an ? hownuh how aften
2 Canlget this
thatthe.ehasbeenfraud? Teamleader: Thismeetingtodayisjusta quickbriefng sothat
3 Sorry.... ddyou everyone understands theirzxhkqfbeforethe prclectstarts.
How d d you Bob:Sorryundebtands their'
Teamleader: Theirroles.Ye5,aslwa! $yinq, il'sjusta quick
by briefng it'll on y lastaroundkfxhzqminutes
'gir€ss'? Bob:sorryz . .......
. . .......
... d d yousay?
.. ......... - m ei l I m but Teamleader: Arolndthirtyminules. OK,soihe prcjectwill
yo! seemto be sayng thatyouhaveno cluewhatthis ttaft.t the beginning of qxkfzh.
personwasvaorng. 8ob:Sorrythe projectwill start3
7 Please . ......... meto ng,
Tpamleade' At tl'e begrn.rngo'Ma (h Ald o_cF rs runn
I ca_norI noweverydetd.o'everytrdnsa.tion. we'll haveto meet regularly,xhkzqia month.
8 Youmentioned thatthe personwastradingcomplex Bob:Sorrya ........ d d yousayT
.........
deriv.tives. Couldyoube a morc Teamleader:Oncea month.OK,f2xhqkwill be n overa
? chargeof the bldget.
9 Perhaps I haven't mysel{ Bob:Sorryt .. w ll be in chargeof the
. whatI m€antwas... budget?
10 C . nl l u s t my Teamleader:M;fiha. f yo! haveanytravelexpenses, please
fil
WhatI wastryingto saywas... in tom qzfxkhandgiveit to her
Bob:sorry5 form?
After you have remembered whatever you can, use Teamleader:FormTE30.lf youth nk youw ll spendmorethan
the pairs of words in the box below to @mplete the fzxhqk,youshouldget myauthorzatonf rst.
Bob:Sorry7 ddyousay?
Teamleader:400euros.Copiesol theformcanbe folnd on
allow/expiain anive/ltgue clear/ sayirg cone{t lw.ong hxikzq
exactly/ nean explained/clealy flhishI point Bob:Sorrywe (an findthem3 ?
I hownuchlta!
lryl:E!,, ^':::!lt:y Teamleader:Onthe company intranet.
Meetings 12
- probtem-solving
rvreetings
@
Readtheertracifroma meetingjn a minhg compan\l
A t r e F / A ) . B e r ' 8 ) " r J C a u d . , C , c ru. -d-.uB d \ - u . The phrases you need V€
of so.ialresponsibiltl
P r e s e , T ta i ; l i o n s
we havea nunber c)toptians.
A: Ourgeologca studi€s haveshownthattheresa lot ftEre are severcl ways we could deal with this
ol goldin thisarea,but the lora populatonis aganst
us th€ylay our minng op€rations w I denrcythe Eaianre an arqurneilt
enMronmenl. Thereareseveralwayswe co!ld dealwith LeI'sloak at the prcsand rcns.
this.I d liketo openup the d scLrssron
andhearyour An the one hand, But an the ather hand,
tn generat . ahhaush
B: I th nk we shouldofiertomemoneyto the loca mayor. On the whole , but
underthet.ble t3 workedbefore ivlake .l su.Jgesiiorr
A: 'm sorry,I dont th nk thatsa goodidea Whatwo! d t thtnk w"" shauld / couid
b€th€ consequences? Thismayors€eme honestand CanI nake a tug.testion?lnsteadaf .. , why dan't we .. ?
hecouid!o slraighl1oth€ newspap€E. 1twouldbe a It\ lust an tdea,but vlhat abaut (+ ing)?
d saster
B Yes, suppose you'rerght.
What wauld be the consequences)
A C aude?AnysLrggestofs?
Let\ thtnk.arefuly abou! the impli.atiansaf that
C Wel. il1.J i d e d .b . l ^ l d d b o L _o D r " g r o . r p
"r
s o m eo f o u r p r o f t st o s u p p o ret n v i r o n m e n t a l c h .ersi l? A(.ept a su!!qestion
We cou d give moneyto organzat ofs that protectthe
ra nloresr,that sort of thing Yes.I thnk that would vr'a.krcallywell
A : T h a ts o u n d sk e a g o o d d e a ,b u l d o n l t h i n k t w o L r l d Reje.t . s qlqestion
w o r k i n p r a c t c eL. € t s o o k a t t h e p r o sa n dc o n s O n I can see ane at t'Na prcblems with thal
t h e o n e h a n d ,t w o r r l dm p r o v eo ! r p u b l i ci m a g e t, h . t s Thatsaundslikea goad tdea,but I don't thinkit wauld
lrLre.But on the other hand.peoplewou d see 1 .s a
verycyncal genlre And t doesnolh ng lor the lor:a I m sa(y, t dan t thnk that3 r qood /dea
p o p ! a to n I n i h a t . r e a
B C a nl m a k e a s u g g e n o n ?n n e a do l b e n g d e l e nr v e ,
I think the ben way fatwatd is
!L. do1 $e90o h"i_".. ^ hdogoP.dapd,g
What we ve gat to da now a
fhe next thtng ta.lo B
A : W h a td o y o ! m e a n ?
B: We ook at the benefitsrhar our operationrw I
bring We'll br nq lobs to the lo.a community,and our
emp oyeeswrl pay taxesto the governmentWe're on
thesde ot proqress
A Let'sthink careJLrlly about ihe mp icationsof thal We
wou d havelo spenda huge amoLrnloJ moneyon
pressand ry advertjsements, and we're only a small
c o m p a n yW h a td o y o ! i h i n kC l a u d e l
. r q e l e d i l . o J d s l , t e d g o o o r a Faa- h o J o - a g r e e
t h a t t h e c o e tm a yb e t o o h i g h .l t h i n k t h e b e ( w a y
tolward s io get a moredetailedest mste of how much
a o l d h e r i n F , d r p o d - c € d 1 d r La r w F I . b F i n a
better posiUonto d€cde aboui ihe PRcampagn.
A OK, let3 do thar. After all, we havea fumber of
-or
ooriols e{drolc, we (o,rld in . io, dt pR.ampaqn
i r s t e d do J d r o n r o n e . J \ t F 1 p h . ! i - i r g - h e r o b s
"
B: OK The nextthing to do is carryout a morc detailed
georogrcar suwey.r aqree
ltl
5 9 M E E T I N G S- P R O B L E M - S O L V I N G
Exercises
59.1 Coverthe oppositepagewith a piec€of paper. 59.4 Completethe table by writing thesenounsnext to
Now try to rememberthe words below (Someletters the verbsthey go with: a suggestion,a de.ision,
a prcblen, a solution-Checkany unknownwords in a
1 Thereare sev \rayswe couldd didionary
2 'd lke
to o 1 r t h e d i q c u q s oann d h e a ry o u fv
I Yes, su seyou re r t an.l!ze,approach,
avoid,befa.ed
4 Th.t s s k e a g o o d d e a ,b u t d o n t t h r n kt w o u d wlh, cause,
consider,
expore,fnd
w p r a w.y round,q€tround,identt.
5 Let'sook at the p and co (= advantaqes l o o l ' l o .o v o . o r o p " . "
and
dis.dvdntdges) Gomebody wth), €tolve, run into
6 th€ e d , t w o u d m p r o v eo l r p l b l c m a g e .
thats trLre But the I d. peope wou d a g r e e{ o n ) . : r r v ea t ,c o m e! p w t h ,
see I ds d lery r:yn,:a gesrure lgure o!t. f nd, ook tor,ofier,
7 Can produce,propose, put ioMard, '
on? d o l b en q
t we go of lhe allack with . brg PR reach.work towards
canrpaqn n the m€da?
€ccepl,acl on, agreewlh, come
8 Letsth nk c.refuy dbourthe mpl
! p ! M i h ,c o f s d e rm a k el,o l l o w! p .
(= possrb
e futLrre
rcsulttol th.t
9o alongw(h, lendweiglrlto, put l
9 n g il soLrfds,ke a qood rd€a.a 9h torw.rd,r€le.t,respondto, rule
a q € e t h . t t h e c o n m a yb e 1 o oh q h o!1, lake up, we aorn€
10 thinkthebt wy f d5toqetamor€
d e t al e de 5 1 m a l € a ler,.iiNe at, be ia.ed w rh, .ome
ro. .onf rm. 9o backon, hestar-a
s9.2 Make phrasesby matchiog an item lrom each over,gnore, mplement,lunfy,lie 4
behnd, make,postpone,reach,
I OK, lefs ... wane of trme recon'oer'.eve6e'laKe
2 what '\\ work re.lly well
5 r . 5 r i l l e a c hg a p w i t h a v e r b f r o m t h e p r e v r o u se x e f c i s e
I Thals a rornp ale'. aboLrl )
4 in the (orred form.
Why
5 Y€s,that wo! d '. donr we I
6 Sha do thal 3 stlat on $/hereyou h.,,'eto d€a wrth t
Meetirgs tll
Meetings - leading a meeting
Thc personwho le.ds the mccihg ls often called 'rhe chaiJ',but other comhon termsde 'moderator',
'facilitaior' and 'presidnrg
offic.r'. Belos'rou ryill flnd sometvpical exh'actsspokenb\.this p€rson
Exercises
60.1 Coverthe opposite page with a piece of papei 60.4 Make phrasesto close a meeting by matching an
complete the sentencesfrom the opening oI a meeting item frcm each column.
with the Dairsof words in the box. I I lhinkw€----\ mainconclusions.
2 l'd liketo sum \ th€ minutes.
--can
agenda/ getthtough backgrwnd / usetul bathroon I hdl 3 Therearethree stopthere,
btief /point cowl agenda housekeepingI begin
ill/ apologies kick I off tight I s6rt sayI words 5 Arethere missed anything?
straight I iten take/ ninutes 6 HaveI a quickwordwith you?
7 | thrnkrt wasa of aclionpoints...
here?Good,I thinkwe
iseverybody 8 l'llcirculate anyotherpoints?
9 Canwe up.
Annekeis
2 Unfortunately l0 can ljust have veryusefLrl
meeting.
hef-
3 Justa coupleof thingsbetorewe 60.5 C.overthe opposite page with a piece of paper Put
the words into order. Wdte the answ€rs under the correct
4 The is down the heading below.
on the left. Ithink in moe detaillookat thiswe needto.
5 Doyoual havea of the lett for the momentleaveasidethat,
Couldyoua momenthangon jun please?
6 Cansomeone the 15anything therewe shouldconsiderelse?
Oneat time,a please,
7 Wouldyouliketo can we if everyone 9o roundto seethe tableT
agrees
aboutyou6elfAgnieszka? Whatwaysarethereto approach otherih s?
8 l've preparcd
some infomationthat I Letsso far what we'vediscussed9o ovet
hopewill be can !!€ laterto thiscomeback?
9 Youcanseefromthe we needto deDththisin a littlemoreanalvze,
lot to
Dealwiih interruptions
10 lwould askthatvoukeeoallcontributions
l
andto the
11 OK,let'smove to the fi6t
K€€p moving
12 Henk,wolld youliketo
?
Foaus$e dirausslon
60.2 find a wod or phrasefrcm the previousexertise S I lhlnk we need lo look at hE n fiore deta'l
that matchesthe deflnltlons b€low.
1 a list of the subjectsto be discussed
at a meeting
widenthe discussion
2 a writtenrecodof the decisions makeat a
that Deople 1
forrnalrneeting
3 (p/rrasa/verb)do; f nishdealingwith cheakagr€ement
4 oneof seveElthingson a list 9
s (phrasalveh) begin
Summarize
60.3 Write ArEGritish English)or Amf (Ametkan 10
English)on the right line-
50.6 Q 12 speakingpracticelistenand repeat.Repeat
1 bathrcom/ restroom/ washroom-
eachphiaseyou hearand then listento check.
2 loa (infomal)/ loilers/ gents/ ladies/ wc
Meetings l2l
rvr..tings- negotiatingI
@
$hat do )ou think of *fien you hear the s'(fd 'negotiating'? \otice in this earlv pari of the negotiationhow ihere ar.
You p.obably think of thjs process:ta'o sideseachhale a a loi of qlestions, and how the speake.smovc fr..ly lrom
- r r , I n j p o ' i r o n . l h H l l h " \ n r d l , r - p r i p .o l . o n c p . .^. n . one toptc to another
(= things they give ln order to reachm agreement)until thev
find a cohpronise (= an iitreement a'her. boih sidesaccept
The phrases you need Vg
ihat they cannothave everything).
But ihis processis more nccftately callcd 'bargainjrg , and qtate your needs
ii'sjrst one of thc phasesof r negotiation.Thc phasesare: Far us, the pnonties are
I Relationshipbuildjng: getting to knor! the other person, Aur nain con.e.n is ...
F \ , 1 - a n r , - !i n r o r n. r r i . , ni - . , , l t h c n \ o ! o r n p . n r i p . . We think the best aptian wauld b,.
discussnlgth. market,and genclally tiuiLdingirlst. We'd ptefer ta seeI have..
Stainigneeds, .xploring initial positionsand asking We need Can you t1o that?
questuns. In a conmerci.rlnegotjatnrn,thc supplicr Erplore positions
. \ f l . . i n . h c p , u d u .I i . o H p , h 'l'us- u\ rtbnr!. What exa.tlydo yau need?
"-d
valu€ to the custoncrh business. What da you havein mind?
' Barganring n.rt just on price,bui on a .ingc of linkcd How wauld yau feel abaut . ?
issuessuchns quantitv,mnlinlunr ordc., discounts, How flexible.anyou be an .. 7
deiivcrv innc, sc!!ice planlsand Narr.nljcs (Suaraniccs), when you say , what doyau nean)
i e f l n so t p i v n r c n t ,€ x c l u s i \ i i yi r . p . n i c u l a rm a r k e i , Canyau be norc specifi.?
the length ot thc conn?ci,nansport costs,nrrangcnrcnts Letme Just.heck I understandyau cat.ectly
f d s h a r i n gi d l c n i s i f g c o s t sp, e n n l t i c isf . i a u s . s i n i h c Ask s'recifi. queqtion5
conthct i'1, nol rcsP!.ct.d
What satl of quantityaL.yau thinkingof?
What kind of nmescalearc we loaking at7
Itcid thc dialog!f bck)w,lLhich is in .rt.act frdm ph.so 2 of What satt of figu.earc we talkingabout?
i typical snlcsnogoti.riion.l:(r ph.rs.s3 and .1,s.c !nii 62. What kinclof guaranteecanyou give us?
Weve beenquated a ptice af Canyau nat h that?
SupplierOK, ets get down io businessWhat exacllydo SLrggest alternatiu:5
Exercises
61.1 Readthe dialogueopposite aloudseveraltimes, 51.3 Compl€tethe four mini-dialogues
with th€ words
then .over it with a pi€ceof paper.Now !ry to remember and ohrasesin the box.
someof the missingwords below.Write your answ€rt
lightly at rhe side. a liftle law haveln nind pre-paynent
prcduction schedule quite hlgh rc7ulat custanes
1 OK, ets get downto
2 what do youneed? so lonll somethingarauntl standatdfat this market
su(h la.ge dbcounts tems af payment wete you expecttng
3 For!s, the arcqlalityandrc ab ity.
4 when yousay'reab ty', whatdo you
Price
1
Supprer:Thepriceperitemis €140.
5 our clstomersarew€l knowni ms who r
cuslomer:Thatse€ms
usanocomeoacK10us.
whal sortof pri(e7
Supplier:
6 cdn you be on qrantly?
€120
7 You can chdngethe quantity!p to fve work ng days
SlpplerI th nk you f nd ourprces.r€
orderof 500pieces.
9 Ourrnain (- feelifgoi worry)s that Discount
youdonl change thebascspecrfcatons of youroder over€5,000and
suppief:W€ glv€a discolntoi 3% on orders
whatk nd of
l0 n termsof d€llv€ry, s% on ord€rs over€10,000
we lookng at? Customer lsnl that5
( - l o d ) a P r c eo t € 9 5 0 SupplierWhatk nd of dEcountwereyou ookng for?
perpie.efor a verys m ar Cunom€r:5% on our orderof €6.000.
l2 Canyou that (= provid€something S!pplerWeLl,we don'tnorm:y gve
thatisequa)?
ir \^/p .ffo ^ ': rv :i ,
Meetlngs l2i
t..r,rrgs - negotiatingrl
@
The dialogu€on page i26 in un 6l showedsomephras.s At iine 5 ihe Supplierrctusesan offer aboufthe iniiial
ior the earlv part of a ncgoriafion:sratingneeds,exploring ord€a and giles a reason.At line 8 th€ Cusromerresponds
posiiionsand asking qucsiions.The dialogle below.omes with a sihple'l see'and moves ro anoilrcrissre. Neittier
from a taterpari of the samenegoriation.ttsho$,s ph.ases sjdc feelsit is necessaryto fhalize th. in ial order issle
nr bargainingand closnrgihe deat.
Bartaining is a processof making offers ('proposats'are Ai line 11ihc Custome.refusesan offcr abourrhe %
tuoreformal 6nd more ftral rhan offers),$fth rhe othe. p.e'payment.At line 13 thc Supplierrespondsby ]inkiig
slcleacceptnlgthem, refushg rhem,or comhgback $,iih a concessionon this issueto a concessionby rhe Clstonef
a counteroffeL lnexpericncednegotiarorstend b $,ork
through issues(eg price, i.rms, deljlcry)one by one,\Lhile The bargainin8and linkhg ofissucs continres at
horc expeirenccdnegoriaiorslink issucs,$,iih alt the picccs lhcs i7 2+
of thc przzle only fitting toSetherritht afthe end. This Ihc piecesof ihe plzzle only flnally fft iogetherar Inle 31.
allows much grcai.r fleribjlity. T L i . f p , h 1 l o - " , n e n c t o r i . . t i , , tn, )
"umm..r./irr
Expericncednegoiiatorsalso tcnd n) tr.kc f.cquent use
ofs!nnarizing. Sunmariznrg can be !scd kr chcck fhe ptrrases you need Il€
unLjersi.ndiig, tivc yorrsclf time n) think, kccp a positi\e
ntmo+trcre bv rcvicicing P.ogress,breik a d.adlock,.n.j Bargain
cLoscilre negorinliof. tt yau (da that).we'll /we can (do thts).
AK, we'd be prepared to (da that). but anty if you
Now.c.d th( dinlogle.
12lJ
62 MEETINGS- iIEGOTIATINGII
Exercises
52.1 Coverthe oppositepagewith a pieceof paper.Fill 52.4 Matcha group of verbs1-4a!!la group of
in the missingletters. adiectives+d to the nounsb€low.Ch€ckany unknown
1 Olf mi. . .um o r is 500pieces. wods in a dictionary.
2 Thatsnot realy a va.. .. optionfor us.lt! not 1 accept, aqreeon, close,do, m.k€,ofiersomebody, Ieach,
c t-eff e for usto do. prodldionL oijun relect,rgn
300peces. authorize.cancel, faxthrough,meet,pare,
chase,delay.
3 Earleryous. d th.t yo! need50% p -pa t lor process, put in, receive,
shp
t. t tr customers. accept,clari{y,comeup wth, consder, drop,explore,
4 50% is a lot of moneyto payup t. outline,make,put folward,rejecl,rcvise, study,wlhdraw
5 f youorder500pieces, we' accept25% paymentin allowsomebody, askfol be avaiable at, be enttledto, get,
ad , wlth the bal 60 days.fterd ry negotate,offersomebody, qua fy for
Thatsho!d hep with yourc ll a ternatve,comprcrnise, concrcte, d€taled,helpiu,
6 | don'l havethe au ty to m.f€ thar decision
i.tercning,sensible,teniatve,vagu€
b m v cash,genercus, good,huge,arge,low fivep€rcent, specia,
62.2 Finda word from the oreviousexercitethat means: substantial,usua
back,film, inital,ouistandng,regular, repeat,rush,specal,
2 (infarnat)h advance urcent
I 'e1a ri g d'rou r of n o.p/ compromise, exclusive, majo(pack.ge,
fa r, good, ucraiive,
i I proposa
acceptI candlian daseI deal 9a / stage haveI nind '
just/ sign nonmt / rcvlew prcfer/ otder deal
preparcdI tems shauldI passible soundsI reasonable 62.5 Conlinuear before.
t tat Li|ingl enaon se
thrcuqh
I ertend.frx,have,rrpose,(fa to) reet. mrss.pdss.set.
1 Wed anirla
agreeon / to, arriveat, cometo, find, ookfor,
2 accept.
of, say,300pieces.
make,offer,reach.seek,suggest
We'dbe to offe.b€ner
fgureoul, finalze,go nto,go over,temize,sort
3 discuss,
of payment,but onlyif youincreased
4 extract,get,grant,m.ke,otfef,win
Whenyousay'bett€rterms',whatdo you
....in ........ ..... .. ? a briei,compete,complex, concrete,iinal,fu , mifor,
We could.. ......... ...... . .. . that,blJtonlyon one practical,pfecise, rough,iechncal
generou:, important, key,limited,major,minotsigfificant,
5 W o L r lydo ub e . . . . . . . . . . . . . . . . ...i.o sizeab e, substantial
''' '''''.''. ? acceptable, f.lr, necessarypot€ntal,reasonabe,
6 vFr, rldr be (un)satisf
adory sensble
7 That flexible,
strict,tlght
8 LeiSjust take a .......................
............. . to
details
whaiwe'ved scussed
deadline
Canwe jun 9o ., whatwe'veagreedso
?
1 0 Ithinkthat\asfaraswe can ........, aithrs
62.5 S 14 Speakingpractice:listenand repeat.R€peat
11 ll youcanagreeto that,we can .. the ea<hphraseyou hearand then listento che.k.
...today.
12 f yolr'd .................
.......................
....
Meetinss 129
Meetings- diplomatic language
ManyieamersofBusiness EnBlishihinl<rhatitisn.t necessan,ro kno\. Studv Version2:
alrouiindn€ci(diplom6iic) tangxage. Theyarguethai dire.tness is the '
Noiice at line i how the Customerusesa
bestchoicein business because thenpeoptecm understand eachorher rvaming phrase'To be honest'and then
Uslally thisis i.ue.But stopto ihink abouiyou oh,nlanglagc.Compare changes'is' to 'secms.
how you ialk to your friendsmd cotleagues s h: ' Nohce at line 2 how the Snpplierchanges
Talkingto your boss. 'much beiter' to 'significantly
" bettcr'.Ihis is
., Talkingto ne{' .ustomers. frore businesstikc langxige.
', Paficipaiing
h a largencetingwhe.cyou'le'on sho\r. At linc 3 the Customerrses a gamrnatical
: NcSotiatinga difficultis e whileirvilg ro keepa goodahosphere. krm caUed'thcsecondconditional'.The pist
Diplomaticlantuageis aboutshowingrcspccrandatbh.ingthc other toms I'org/'r.nd irorld makc ihe tanguage
personlo 'sa!etacc'.E\enif vou cone f.oma culturewheredn chess morc hypotheticnland indjrcct.
is vahcd,there(ill be situations in your fulurctrrsiness career$.h.re At linc 6 ihe Suppliersays'That won i be
yo! will ncedb modifyvo!r nahtraldirectncss. Diplomdtic/indncct easy'insieadof 'Ihat('illbedifficult'. Using
Languagc shoilsothcrpeoplethaivo!1e politc,cducaieddndrespcctful rtur+ a posltivewo.d lncieadof a ncgativc
ol theiropinnrs andfceinlgs. word is typicalof nldirect Lhgrage.
Comparc thc'dnect'conversa rionexrrictbelos,e,iih fts ,sofier,\ e.sion At line I the Slpplicr uses. negativc
unde.nc.th.Of co!rsc,theerampleis exaggerntcd question.This is also typicalof itulifcct
io maked point.
VeBion 1: direct
Customer:
The phrases you need @
Thirproducrisvery€xpefsive
Supplier:t's moreexpefsive thanrheod modelBurrhequatityis 'perhaps','maybe'
much,muchbetter Pethdpswe shauld
Customerf we bLrylh s product,wi you9 v€ usa gooddiscount? Maybewe cauld
SupplierWhatdo yo! mean? 'would','€ould','might'
Customer: Wewant5%.
S!pplier:Thatwil be diflicutt.yo! owe usmoneyon youraccounr. We wauldneeda qualnyguarantee.
CunomerWe havea problemwth ourcashftow. Heresan idea\,/ecouldtoak at.
Thatnight be guneexpensive
Suppler:Youmustpaythe moneyyouoweu5now.Otherwise .
d scounton ihe newproductis impossibe lust'
CouldI iust go backto thepaint about .
fhe.e'sjustanethingl'd liketo add.
Versioh 2: softe, morc indirect
CusloTer. Tooeronesr. I s orodu'....T. qLte p,pajvF ]t seemsta me that
Supplieri's a llttlemoreexpensiverh. n the o d mode, that3true But fhete seensta be a prablen whh
thequaiy i! sgnlf.anrly beter Rephrase with 'not'
Crstomer: lf we boughtth s product,woutdyoug v€ usa good Aut competitarsarcnt verycheap
Thatcloesn'tgiveus verymuchtlne
Supplier:Whatdd yo! havenmnd? Thatwon'tbe easy
CustomerWe werethinknq of, say,somethingaround5%.
Supper:Thatwon't be€asy.t'mjun ookinqat myrecodshere. Warning phrase
Acilrally,
youowe usmoneyon your.ccoLrnt.
Cunomer:Yes, know We havea bit of a probtem wth our cashftow
nghtnow
Suppier:Whydof't youpaysomeo1the moneyyouowe us?Then Negative que5tion
perirapswe couldookagan ai ih€ discount
on the newproduct. Whydant yau .?
Woul.:ln'tlt be beftet/ easier
to ..?
lsnt it the casethat. )
Past forms
Wewere thinkingaf sanethingaraund5ak
Whatdi.l you havein nind?
It we baught th6 praduct,. )
130
63 MEETINGS- DIPLOMATICLANGUAGE
Exercises
63.1 writ€ the line numbersfrom Version2 opposit€ 53.3 Makethe commentsmorediplomaticusingthe
a perhaps,
maybet onething wanttoadd(just/like)
I Theres
b wauld,cautd,mishti,
c lu5f I 2 Th.t is mpossble(honest
/wou d / veryditficult)
a seemsil
€ with ,ot| :
rephrase 3 Youtebeingtoo oplimistcGeems
/ me/ tlrat/ litt€)
f warnns phcseill L
q queston
n€gatlv€ (woudn'1)
It wouldbe betl€rto userdiltransport.
h pasttensel-,l
qulte/ a t.re / a bl. (+ adjeciive)i (actualy/ notvery)
Ih s Lnes unprolitdble.
a bL ofa / a silght(+ noun)
d leavethat po nt untillater(th nk/ m ght / b€tter)
6 We shoLr
4 n Ve6ron2, noticelrow the speakers arepo te.nd
respectful, yet ai the samel rnef rm and de.r In Ve6on l
the anguages aggressve and cleatera badatmospherc 63.4 Lookat line4 ot Version2 opposite.
/, Othertechnques n Velson2 incude:acknowledging that the lf we baught thispraduct,wauldyau give us a goad discaunt?
olherpersonis iglrt (-cg'lhat'etrue' in line2, and 'yesI know' In grammar thisis caL€da 'secondconditlona':
in iine l0); avodanceol exaggeraton (€g Signfrcantlyin /f we + pasts mpLe, wouldI couldyor ...?
line3)t the useol vague'anguage(eg 3ay',3omeih,.g Withthe pastformtheifsentence is morehypotheticddnd
arc!nd 5olo'in ine 7)t and suggeningthal a problemrs indirect- yolr'rcjustexpLorlng
an ldeain a tentauve
way.
t e m p o r a r( ye g ' r 9 h tn o w ' i nl i n eI 1 ) .
Changethesesentencerto s€(ondconditionals.
63.2 Matchwhat you think 1-10with what you ray a-j. I lf we order5,000preces,
whatsortof d scountcanyouI ve?
Meetings ll
Meetings - review
64.1 Fill in the missinglettersin this €xtractfrom a Ihe chairwidensthe discussion:
m€eting.Fourpeoplespeak:the chair.[4arek,Camille O(, whatotherwaysareth€reto app ch this?s there
:ny ge eweslro!dcon er?
Thechairopensthe meeting: camillegivesan opinionl
R thinkwe canstan Well,qoodrnorning everyone, Fromnryp t of v w, thinkthat [. .] .
andth s f c a Unforlunatey, Brucesilland
s s hieapo
lusta colpleol hou p nq thingsbeforcw€ begin LetSihlnkcar llyaboutthe m ionsof that.
- we l havea sh t b k aroundtenth iry,and[...] . o theo h [...],buton theotherhandt. .l .
DoyoLr a hdve.c y of the. a?GoodCansomeone Adrianafocuserthe discu5sion:
t e the rn s?Thankyou thinkwe needto dn ze th s in a I le morcd th.
OK,let'Enroven t ro the f lst Marek,wouldyou And so,becauseof that,i t d to feel
rhat[.. ] .
t I
Marekasksfor clarification:
Marekpresentssomealternatives: Yo! men ned[. ] . fould yoube a ttle moresp r?
Th€.eares€verawayswe couldd w thrsiss
Lett lookal the p s andc s ol €achopt I. I so,in Adrianareformulates:
qeneral I m n fa r of optionofe because
of thecosl Y€s.I me p it a er way,I ..1.
advantases, . gh I.. I . Thechairkeepsthe discussion moving:
Thechairaskscamillefor her r€actions: Le13le e thdtas e lor th€ rnoment I m not surerrs
Th.nkyou,MarekC.mre, canyoutelluswhatyouthink? rel t
T h s s y o u r l d a n d k n o w y ohu e s e e x Camillesuggestslhe next st€ps:
Ithinktheb !!ayfor d s for usto I.. I .
Camill€sp€aks: The(hair asksfor repetition:
l a g r e e w l h M a r e tk u a p l . r t m a y b e te r h a t l L sorrycanyour thr thatagain?
lwanlto besure
blt we a so hav€to conslder 1..l
sowhatlrntr gio! isl lOr,lop rts ly,l I
CamillerepeaG:
Y e s .f c €,t. 1.
Canlc e i here?
Th€chairsummarizes:
Thechairblocksthe interruption: I seenow.OK, et'sg o whatwe'vediscugsed
s
Marek,
coud youI I Camileli ? 'll c e r .tI
b to you n a mornent
camill€sp€aks:
Camille(ontinues: Abs y And it'snotjlst [ ], i5 a so I I So n terms
Co t me I 'm wr q, butMarek
s ol ac on p ts we needto [...].
thatI ..1
Thechairchecksagreement:
Marekcorrectsthe misunderstanding: OK Canwe g r the t e andse€il €veryone
Perhaps
I haven'texp nedn-iy f cl ly Thatsfot agrees?
l. I Good,thatSsetted thinkweshoudm €
what me t WhatI wast nq to 5aywas[ ]. As a
roff ,1..l
After sometime,th€ chairclosesthe meetingl
Adrianamakesa sugg$tion: Wel, thanksfor youri ut, ev€ryone.thinkit wasa very
Canlmakeasuqqest3 o ln ? anid ,butin d u ul d sclssion.
Shallwe I the t for the nert
of I. .1,whydont we [ ]7 meetn9?[. ] Oh,yes.Marek, canllusth a qu
Mar€krej€ctsthe suqgestion: w wth youbefor€youdisappeat
Thats s ke a qood ded,bui dont think t woLrld
w pr e Thep fr s[...].
112
64 MEETII\IGs- REVIEW
Meetings 133
reports and proposals- reports I
@ "u",rr.rs
There de many different types of bushess report: ri, An appraisalrcport is written by managerabout an
,/ A sales report gires sales figues for different producis in ernployee'speifomance, biining needs,etc.
differcnt regions in different time periods. tt A f€asibilily study is an inv€siigation into whether a
/, Market resealchanalyzesa company'scompehrrle parhcular system,project,produci linc, cic is praciical,
position in the lndush y, ideniirying new markets and desnableand finmcially viable.
Prooucrareas? etc. A b u r i n e s rp l a n d e - r i b e -I n e m c d r u mt o l o n g - t 'r m
A f i n a n L i a rl e p o r lm , A l ' ld . - u - h u d e e t . . r m i p n rb e strategyol the compann S€eunit 9.
the text that accompanies compey accountssuch as the rt An inquiry is e inlesrigation into an ongoing problem,
quarierly or annual nlcomestaiement(unit 26). ideniifying causesand recommendingaction.
/r A
ProgrPcsreport lport" on ll'e Droprc5..tdn ^r{oin8 , Acase sludy is an analysisof one palticular completcd
cise (eg an engineeringproject)that allows professionals
l/r Acost-benefit analFis {CBA) looks at the resources
needcdmd poieniial benefitsof a fuhue inlestment i, A quality report is a regularreport that monitors
(eg an lT system). standards,idcntifi€sf.ilings and sugtestsaction.
All thcsciypes of report haveccrtain feahres in common in ierms ofstyle,layout and structure.Seethe tablcbelow
5tyle Structurc
synematic numbern9 ol (langerteports) (shonerrcpotts) Nor€:in a busnessreport
sectonsandsub-sectons Coverpage Io / From/ Date/ the'Findings'sectionw
lactua bu er po ntsand ists Acknowledgements Subtect probaby be r€pacedwth
(areiu visualssuchastables, (Tabeof) Co.tents Introdlcton sectonsretated to the
baanced charts,d agrams (Executve)Summary Fndings contentof the repo(
measured areasof blanktpace Termsol Relerence Concusions Forexarnple:
high €vel at the margnsfor the Procedure Recornmendarions Advantages /
oTgrammatca reader to makenoies Fndings D sadvantages
dccLrracy Concusons OptionA / OptionB
Recommendations MarketA / MarketB
r l.t
- REPORTS
55 BUSINEsSREPORTsAIID PROPOSALS I
Exercises
55.'l Matchsomepossiblesectionsof a reportin the box 65.2 Matchdefinitions1-18with the wordsassociated
with their des<riptions
1-10below. with reportsa-r below'Checkany unknownwords in a
dictionary.
a.knawledgenents appendix .onlusians @ntents 1 thewayin whichte( andillustrations
arearranged
on the
ca@rpage executivesunnarf findings prccedue pus" l
recomnendanons te|."]'sof rcfercne 2 whena blockol textis{urtherto the rlghtthanthe b ock
aboveit a
1 a short,overallviewof the rcporttogethe.with the 3 an earlyversion of a reportthatmayhavechanges made
conclusions
andrecommendatons (it helpsothe6to
io it beforet3 fin shedIl
decidewhetheftheywantto readthewholercport) 4 pictures anddesigns thatcanbe digitally ins€rted intoa
reponr--
the man bodyof the rcportiit contains
allthe information anothefwordfor'summary' usedespecally in scientiic/
that hasbeencolected,presented rna logrcalorder, technical rcports[ ]
andaftangedunderhe.dingsandsubheadings the methodof holdingtoqetherthe loosesheetsof paper
(oftenalsoihe covefof the eport)f l
incudessomeor allof these:the title;the nameof the someone who answers questons (egquestioas na
pe6onwho commssioned the report;the nameof the questionnaire) [.
reportwdterandhis/ heriob tit e;the organi?ation; 8 an ilerr ir a lsr wrtha srrallsyrbol ,n fro'rrol rt I
the datethe repo.twasrssued;a reference number;the 9 a methodof directing the readerto anoth€rpartof the
degrceof confidentality;
the distrbutionlist repon' l
10 letteBof a partculafstyel l
the wrter makesa personaljudgement about 11 a noteplaced.t the boitomof a page,or at the endoi
specifc actionsthatshouldbe taken- theseshould the reponI l
be basedd.ectlyon the resultsof the investigation 1 2 information thatappears at ihe top/ bottomof everypage
(eqthe pagenumber, somewordsor lettersdentifying the
a listof al the headings andsubhead ngr thatare repon)
included pagenumbe6
in the rcport,with theappropriate 1 3 thetarcetaudience of the rcport l
1 4 an alphabetcal listof unlamiliar, ditfcultof specia ized
the methods
of invesiigation
usedto findthe information wordsandphrases, with ther expanations
(egmeetings L
andvhis, intervews,p!blishedreference 1 5 a consistent styleof writng (andl.yo!t) u5edby everyone
personal
sources, quertionnaires
observation, andsurueys) rnside i ]
an organization
checking andmakingcoffections io: document
suppoftingmatefalthatistoo ong,too detailed or too (oa'rKLlary n elator to speIngandr'(oisisrercres 1
in the mainreport(ormaterial
iechnca to be included layout)it
that s usef! asbackground but isn'tessenUal);
it may 1 7 a sho|tpieceof writingthat introduces the r€port,written
incud€tables,diagrams,graphs, drawings,
extracts fiom by someone otherthanthe mainaLrihof i-
otherpub catons,etc 1 8 wordsprintednearan illustratiof or di.gramihai explan
what it isI
the ex.ctsubjectof the repod,itsscope(= whai it deals
wrh, rrs.anoe\a-d hmrtrtors, whyir wa\wanen, glossary g header /footer
who rskedfor it, who wroteit, whenit wascompleted b drait
o proofreading
ihe signiflcant of the 'Findings'th s section
results d caPiion
fromthe factsandpointsdiscussed
flowslogically earlief binding q crp a|!
layout I bu Letpoint
1 0 a paragraphor two whereyouthankallthepeopleand
who hepedyouduringthe preparation
organizations of
th€ rcport
r36
66 BUSIiIESSREPOFTS - REPORTS
AND PROPOSALS II
Exercises
66.1 Readthe following paragraphfrom a reportabout 55,3 Underlinethe alternativ€in italicsthat yor/ think is
lT spendingcare{ully.Thetirst sentence('the topic moretypicalof a businessrepon
sentence')is missing.Choosethe bestfirst senten(efrom I We'vemadecors/derable / fartastlcprogress,
andquality
the three optionsbelow. levelswill I are expededto rctlm to norma within a f€w
t . /Tr . so Jlor shoLd be an .nlegraled
workspace lhati; 2 Salestendto / nearlya\Natsdropa littleoverthe summ€r
bothan intianetand a cenlralresourcefor our organizaiio[ petiod,althoughthlsprobablywan'tbe / night not be rhe
casethisyearif we continue the marketing campaign.
a Access documenlsand intormationsecurelylrom 3 Verysoon/ At the earliestpossibleoppottunit/ we
will needto havea meetmgto plantheprcduction /a
a Organizecaendars and schedulesin a cenlrali2ed productionplanning neeting.
4 Hisperlorrnance overrecentmonthshasbeenbadl
live,online- anylimeany\rvhere.
a l\,{eet qule poar, at\dit nay be / w,//be necessary to reviewhis
a sharcp@sentauons anddemonstratons. employment with us.
S Iherc is a really/ relativelyhigh isk of f. lurewith this
a Collaboratewith co-workers,partnersand clients-
projec(unlesswe investmorcnaney / financialresources
4Achl6ving at thisearlystage.
the6egoalswillresultin increased
creativity
and 6 lt is possiblethat/ Maybethe suley is not veryaccurate
r',incr€as6d
elliclencv aswe onlygoa/ obtalneda response rateof 25% 10our
a We needto investin an lT solutionthatallowsusto reduce 7 A lossol )absis / is likelyaobe one of ihe corsequerces/
costsn everydepartment, thingsthat will happenil th€ processs automated
b We needto investn an lT solutionthatallowsusto become I foday everyoneis / nany peopleare look ng at teleworking
the marketeaderin our industry as an option,but it /eadsfo / typicallyleadsta a serseoI
c We needto investn an lT solltionthatallowsusto share
information
andcollaborate wth colleagues mo€ effectively. 9 Somesuggest onsariing frcn / thatcane ta my mind
56.2 The extractaboveshowssomeexamplesof from theseresultsareglvenin a ,st / presentedbelow
'repetitionof words and drudurel'. Find: 10 We caffiedolt /otsoflnumeroustestsrnourtechnical
1 two wordsin sentence 2 that refe6backto 'lT solutionin
department andthe resultshaueheenprctlygood/
me loprcsencnce. ...........
2 two verbsn thetopicsentence thatarerepeated laterin 56,4 Rewritethesesentenceiusinga passivelorm to
the bu let points avoid 'l', 'you' and 'w€'.
3 a two-wordphraseif the secondhalfof sentence 2 that is I We canusethe samestraiegy for otherproductsn the
rcpeated in oneof the bullets.wth a rlght changeto the range.
formof oneof the words........... ...........
.. Irqs!4lelta&sllar Lq qied ........... for other
4 a wordtl^atis repeated tl ee rimesin rhebJllprpoin6 products In the range.
2 Insection 2.4lwill(onsdertheenvironmental mpactof
Notcealsosomerepeating sirudtu.es: mesecnanges.
a a verbin th€ infinitive
aftereachbullet In section2.4ihe
a 'increased'+ abstEctnounin sentence 4
3 Youcaoon y do thisafterihe machines
havebeens€rviced.
A theserepetuons combnedwiih the clear,conci!€style This
- helpto pe6ladethe readerand givelhe pdragraphmpact. machines havebeenservced.
4 | shouldemphas arcon y provisiona
zethatiheseresults
that these
results
areonlyprovis
onal.
r38
67 BUSINESsREPORTS - PEOPOsALSI
AND PROPOSALS
Exercises
67.1 Finda word {rom'Structur€o{ a businessproposal' 57.3 Lookcarefullyat the €xamplephras€sin Th€
oppositethat mat(heseachdefinition below phrasesyou need'opposite.De(idewhethera or b is
1 the rangeof thingsthat a parUculdr
activitydeaiswith
secton,the proposal:
1 In the lntroduction
2 (twawords). d agtan usedn prolectmanagement a iswrittenfromthe supplier3 po nt of view showng
thatshowswheneachtasl</phaseshouldstaftandend a company history.nd. bulletedlst of prodLrct
140
6A BUSIi\IES5REPORTS - PROPOSALS
AND PROPOSALS II
Exercises
68.1 Checkany unknownwords in'Value:what maters
to the client'in a dictionaryTh€nfind a phrasethat PROPOSAL
mat(hesthe meaningsb€low.Write your answersin tull. Frcm Cltstom Computing
1 decrease the amolntof mon€yowedto youthatyoucan .Io
Big Fridge Manufacturing Corqoration
KeY goals
2 f rc yourown staffandhavether workdoneby an outside
Big Fridgc is considcringan upgndc oiiis ERP (Enterprise
ResourcePlanninS)sortlarc to allowit ro expandir-s
manufacnringbde iD Edienr [urope. Big tridgc mnts to
: get ordersfor largeramountsof mon€yinneadof 5m.ler
kno$ whatoptionsare alrilable, and nr pafticularhow it is
anountsof mon€y
pcrible to curomize a siandardERPpackagc.
l 3 redlc€ ihe worry that peope miqht sLreyou (= take yol] to Conclusion
of damageor inlurythat you havecaused
corir) becaLrse Big Fridgeis in r position$here ir.an m2le signilicant
ad\2ncesin borh prcdu.rilq rnd prolihbiliry asa result
jusi do what your companydoesbesi
ofinveshenrs i. ERPsofNar. Theseinvestm€nts will
positionBig Fndge a a leadnrgplaye.id rhe white goods
68.2 Readthe extrad in the next <olumnfrom a short
businessproposal.Tick(/) the boxesat the end to show \\'€ .econmerd rhat Big FridgechooseCustomcr
whetherthe extrad containsexarnplesof compliance, Compurilg ro.arry otrr rhe inirial elaluarionofthe optiors
CaDabilities
and/or Value. alailable.Our rnck record shoNsthar h€ a.e ideallyplaced
ro provide Big Fridge Nith $is anallsis.
Should Big Fridgedecidero go aheadvirh any upgrade
\ o l u r i o nC
. b ' u m C u n p ' , r i 1 t ks l l b - d F l i g r F
, d,o tJ in a
further proposrl ro carry out the work.
Exercises
69.1 Coverthe oppositepagewith a pieceof paper. 69.4 CompletetheseIour paragraphstakenfrom a
Now matchan item on the left with an item on the riqht reportby a chief Inlormationofficer.Readcarefullyto
with the samemeaning, seehow eachrentenceand ea<hparagraphlinksto the
one betore.Write a capitalletter where necessary
\ (lea y in paniulat rcgading
3 therefore \ c actualy
4 n p.rticLrl.r '
5 n f.ct the longerterrn,therehavebeen
6 n qeneral seve€lrequests
by empoyees to changeour off ce
computersfromM crosoftto App€.2
8 clearly thi5 is somethingthat we haveto consder,as App e has
somelignificantadvantages. r
, Appe
10 re oflersa betterop€ratingsyn€r. and is els v! nerabl€to
lnlroduction
lHansAberlander,CEAof the Auta Caea?ion, askedme to wnte this.epod / Thisrepart was
cammlsionedby Hans
Oberlande,CEAaf theAuto Carparatianlhe'1aln / scopeof the r€po.ti5to mak€ a lonq-lermlorecdstof trendsin the
snatket far ail t oil narket, and to analyzehow th€ future pnceof oi w impdctthe autonrobe indunry.a/, particular
/ Especra//y,
the reportwil look atoLrrown cornpany.the Aulo Corpordlon,and whetherwe are positoned 10 meet
futLrrechdllenges in the m.rketpiace
Oil market
The pr ce of oi h.s be€f ifcr€asing5rteadl / rread,i),sinc€aro! nd I 999 Th s has beendrivenby facto6 on both the
supplysideand th€ demandsid€ On the supplyside,lotal wor d o I prodlcion has nowpedked,wth no 6i/9nlFl.art
/ rignifi.artt new discoveries on the horizon lTalkingabaut denand / an the demandside,rtie grcwrh of economies
s u c ha s C h n a a n d I n d i ah a sm e a n la h u g €i n c r e a r en t h e c o n s u m p t o n ol orl
Ov aresearch shows/ researches show that thesetrendsewl / are likelyta .otitrnue.and that oi pricesw rena n
h g h f o r t h € f o r e s e e a bfluet u r e T l ya v e l a f a r c e l a n l | r , p a c t o n t h e a u t o h d u n r y . w t h h q h f u ep r c e s
. h i sw i l i n e v i t a b h
c a u s n g c u s t o m e r 9 t o t u r n t o m o d e s w iot hw e . . u n nn g c o n s , s u c hl i k e/ s u d a s e e N ( . . a t s .
Fuelefficientengines
At Alto CoQorat of w€ cLrffentlymanLrfactu re 1wohybrd e ectricvehrces that combne a conv€nto nal gaso ne eng ne
w t h a n o n - b o a r dr e c h a r g e a beee c r c b a l t e r y
Saesof thesemodes havebeetl)]disappainting /tefflble, and for ih s repo( we askedan i.depend€ntrrcomparyahaa
daes na*et rcsear.h/ na*et rcsear.hrcnpany ra lacaffyon / cafty aut a suNeyto discoverthe reasonswhy lhe
surveyshowedthe fo lowing arcasa1 Itanxiety/ .ancernon rhe part oi potenlal cunome6:
. T h e r e a t v e y h g h n i t a l p n c e o f h y b n d c a r s d t y p t c a lIl yt t p E a la h y b td . a r p a y sl o r t s e f i n t e r m s
ol ower fLrelcons aft€r about threeyears
. Thefact that hybrd cars11areunableto go very fast/ qo slorylyThe addltonale ze and we ghr of the
batterypa.k meansthat the conventonalenginehat to be smaller
" The addedrsk n an accdentihat the driver,passenqers and rescuework€6 will qer e€crroclted by
t h e h i g hv o r a q e n t h e c a r .
Conclusions
ln the ght of the above rafaundinqs/ findings.we rcachedthe 1enext/ follawinqconcusions:
s ' z o i n u e a s i n/gnl ya r e a n d n o r e w a f i l u e ' e f f c i e n rm o d e s ,n c ! d n g e e d r ( c a | s , d u e
" c u s t o m e rw
io cont nu nq h gh o prices.
. Governmentlegh ation on reducnq the emissionof greenhoutegas€sby automobilesw ll a so drive
the 2 trend/ tendencyawaylrom convention. engrnes.
. Auto Corporationhas been slow to reepondto the (hallengesahead,
"because/ due ro customer
resrstance to the currenig€neratonof elecrrlcvehcles.
Recommendations
aretwo':rmal,/ mostt portdntrecommendalions
There wewould ketomake:
! The Board of Auio Corporationneedsto take a lonqer-termvew of the market,!'paying nare
aftentionto /thinking abour the priceof oi in B nrategi. decisons
, Auto Corporatonneedsto inven considerably rnor€"noney / financialresaurces
in R&Dio deveop
a new qeneratonof safe, nexpensive and reliabe eectr. batteres.
144
70 BUSINESSREPORTs - REVIEW
AND PROPOSALS
Capabilities
Understandingyour stock lorses
Keygoak
Proiectscope
lmplementation€nd deliv€rables
Staffing
'Goodrnanagers
o A Vietnamese expoderwantsto sellthesegoodsinroyolr areborn,not made.'
market,andyo!?e inierestedn beingthe r agent They , Agree - Disagree
needyourlo.a knowledqePfepafe a shortpresentationfof Lookat ihe f ve mainheadings
under'Pelsonalqualitiet
n the
themon the opportuniiesand challenqestheyface. pe6onspecllcaion.Canyou addanotherfew itemsunder
dl Useyourown ideasand strucllre,alihouqhthe sevenbullet
poinison page10 nraygiveyou a few ideasto get siarted. Drawa mindmapol you own personalrnanaqement qua ties.
o Whenyou fn sh,giveyourpresentation. PLrtyoun€f in the m ddle,then havean nnerringof headngs
Unit 4 Page12 lk€ the fve ln the pe6onspecilcation,andfinallyouter
branches that showyoLrrqlalilies.
I Staningyolr own business vsworkinqfora lalgecompany: Useyourown ideas,butfeelfreeto usethe deasin the unrtas
what arcthe differcnces?
Thnk of an exampeof a srnallburiness that failed(perhaps Whenyou lin sh,showyolr mindmapto a coleaqueand
from peEonalexperence,or the experience of friends4amily/
colleagues, etc).Tellthegloupaboutthe business, and why it
failed.coud t havesLrcceeded? Unit 8 Page20
W o r kw t h a c o e a g u e : I Lookdi the listof sixtime managernent
tips in the text on
o Youhaveeach nherited€0.5mfrcm richaunts(€1mtoral) page20. Canyou add anyothert ps?Whichonesdo you
and now wantto starta busnesstogeiherDecidewhaiyour
2 What isthe one ihinqthat you coulddo - nading tomorrow
146 -to manageyourtimemoreeffcienly?
DlscuSS|oN
roPlcs
3 Lookat what manageEmanageCanyou add anorheritemor I VdnyWe,re'n.ounr,eshavFoqrlarg" p"a( of rFrr
two underedchmainheadng? manulacturing baseoverrc.entyea6.ls that necessaily
a bad
4 Drdwyourown persona izedmindrnapof'How lspendmy thing?
time' lf possble,focuson tme at work Othelwise,
jun think 4 Doyou knowthe cha€cterDilbertfromthe Americanco.f c
.bout yourt me n genera. stip ofthe samename?Dibertis an engineerWhat klndof
Whenyoufinish.showyourmindmapio a colleague anddiscuss it peEonality and behaviourdoesOilberthave?A€ englneers
generallylikethis?
Unit 9 Page 22
1 Plannng s the basisof spontaneitr/.' Unit 13 Page30
,:) Agree ,.) Disagree I 'Faclo.iesthatmakerea thingsarcthe heartof €n economy.
2 Harcd Macm an, a BitishPrrneMinister, wasaskedwhat was Therefrce dndfinancidls€clo|s arciun peopesmilingdt
the qreatestdifficultyhe fa.ed. He rep ed 'Events,
dearboy. cunome6and playingwilh compuieu.'
events.G ve an exampeirom you own life of how events : 1,Agree ,r Disagree
chanqed(or destrcyed) yourpans. 2 Doyouwork in a faciory?lf 50,drawa diaqramon the boad
3 Brainnorming. C osethisbook(everybody exceptone pe6onor to showthelayout.Thenexpdinwhat happensin the different
areasof ihe lactory
On the board,writesectionheadings1-a {rcmthe contents lf nol, haveyou everbeeninsidea fa.tory?Descrlbe whatyou
pageof the businesspan on page22. Everybodybrainstom sawandyourgeneralimpressrons.
sub-sectonsforeachsecton.lt sn'ta memoryt€st 3 wouid you be prepared to do shftlvorkin a modernfactoryif
it wasan nteresting, well'paidiob requirn9 somerki ? Why?/
Unit 10 Page 24
1 'Leadersand rnanagers
arediffercnt.'
.r Agree 1..IDisag.ee Unit 14 Page32
2 A e a d e ra d m i € s . b e c a u s e . . . I Howdoyouthinkthedayro'day
workof a purchas
ng
3'Leaders haveto takedifi cult decsons.you'llneverbe a leader manager5 dflerenllo the work of othermanageEin the fleld
f you needto be kedby otherpeople.' ot productionandoperalion9?
i ) Agree ij Disagree 2 Managersnvolvedln the prccuremeni prccesswi spenda lot
of thentime negoliatn9 Whai do you knowabou negotiation
4 Lookagainat the barchadshowngthe reslltsof the surveyon
page24. Doyou thinkthat peoplein lhe r thirlies€spondedin strategies
and tactcs?
3 Do you knowany newsstoresaboui.ompanies!s ng bribery?
the sameway aspeoplen theirfifties?Do you thinkrhat rnen
Or maybeyou you6ef havebeenin a 5iluatonwheresomeone
respondedin the sameway aswomen?
exp€cted you to givelherna sriall'giii'lo obia n a servce?Te
5 Talkabouta recentoccason whef you successfully lnflue.ced
someone(or a group).Describe
how you d d lt.
4 rf youte wo*ing, talk aboulhow 9 obalsourcinghasaffected
Unit 11 Page25 yourown cornpany. li you'fea student,surnmarze
what you
1 f youte working,expainthe tvvoor thleebiggenrsksthat havelearntaboutthistopicon yourcourse.
yourcompanycurrentlyfaces.f you aren'two ing,talk to Unit 15 Page 34
a irend or familymernberwhohasajob and knowslhe t
I SCMmeansthal the manufaclurer hasto sharea ot of
businesswel. Askthemaboutthe isks ther companyfaces,
commercialinfomationwilh !!pplielsand customers, treatng
and thenexpan themto the dassin the nextleslon.
themlikepartners.
Are thercanyrisksto this?
2 Compareair,sea,rcadand r.ilfrom a ogisticspo nt of vew
o anyonewho madea work-related insurance clam?
's anyonewho failedio checkthe smal prnt on a legal 3 Workwith a colleagueDrawa m nd mapof ' ogisics' showing
whatlhe lerrnrneanslo you.C osethis bookbeforeyoLrstart
and useyourown ideas.At ihe end,comparewith anotherpat
o anyonewho wofked n a companywherethe.ewasa case
4 Makenotesto preparea presenlaton on'Logist.s nmy
oi embezzlenrent?
company'.Uselhe headinqs and deasfrom exercse 15.4
t youransweris 'yel to anyof thesequestions, tellthe nory
to helpyou.Whenyou finish,giveyourp€sentation
I 'ln Amercapeoplea€ too quickto sueeachother'
i .i Agr€e il Dkagree unit 16 Page35
4 what isyourown attitudeto isk? clve an eEmde of 1 Doyou knowanythinge seaboutTP5,J I eanprodlctionor
something ln yourlifethat you nearlydid, but decidedagainn kai2enthat s not mentonedin the textT
becauset wastoo r sky.Do you haveany regretsaboutthat 2 Howcouldyou changethe orqanzationof youf own workpace
to elimnatewaste(of t me,moneyand materals)and improve
producrivlty?Drawa m nd mapto showyoLrrideas.Whenyou
unit 12 Page28
linish,explainyour deasto a colleague
usingyo!r m nd map.
1 Didyourcountrygo throughthe samecycled€scfibed in the lf you'rea nudent,you cando thisactv ty lor anyp.ir-t rnelob
text:manutacturingboomin ihe mlddleof rhe lan century
then dec ne,then rebirth?lf not, how andwhy was it
148
TOPICS
DtsCUSSTON
gvingthepresentaUon,
Before decidewhi.hpersonwilltalk Wite on theboadthewords'breakeven analysl,
whch
about points.
lt willbea team - youcan
presentation 'operatingLeverage'
and'contrlbutionrnargin'.
change thepresenter onceor severatimes. workin pais,A andB.Coseyourbooks. A5explainto Bs
Whenyou'reready, giveyourpresentalion.Youfcolleagr.ies rl'errreeco.ceprsw' ttenon th€boa'd Bsshoud lisle'
shouldlislencaretuy,lakenotes, thenaskpractical askoccasionalquestions.andhelpif necessary
. Keepthesamercles,burworkw th a newp:rtner.NowBs
Unii 26 Page 56
haveyolr turnto explainwhileAs isten.
2 lf you'reworking,explainhow you analyzeprclitab ty n
1 Followthese nstructonr: yourcompany. lf you'€ a siudenl,descrbeanyotherareasol
Studythe text on page56 one moret me.ln a moment managemeni a.countingthat you'vestudied
vou re oo'q to tl to wlle dow^ re eemert5of a'Incone
statementon a separate pieceof paperNo figu€s arene€ded Unit 31 Page 66
just the headings.
You'Ldo ihs wlth the helpol a pariner. I 'FinancialmarketshaveI ttle to do with the realworld.li'! jun
C oseih s booknow andnart. overpaid yuppesin frontof computerscreens chasingthe latest
2 Yourun a chainol sma cotfe€r'snack ba6 in yourcouniry financialbubble.'
(Yournearestcompetitoris Starbucks.)Lan q'ranei both ,j agree -- Diragree
revenueand costswercabovebr.idgei.Ihsbalanced out, so Lookaqan at the tabl€of playeu n ihe ma*ei on page66
thatthe operatingprcfitwasin linewith the budg€tedfigu@
Cdnyou add anyextrainformation abolt anyof theseplayers?
Brainnomaemanyrcaronslor ihs vaian.eas possible. l Do youwork in lhe li.ancialmarkeis? Describe yo!r job.
Unit 27 Page 58 Thebondmarketandforeiqnexchanqe marketaremuchless
well knownrhanthe srockrna*ei bul th€ amountot rnoney
1 Fo ow theseinnructions:
tradedon themisfar larger.Canyou explainwhy theyget so
a Studythe box'Whatcana balance sheetshow?'at the
litle publicand meda attention?
bottomoi page58 one moreiime.
Writedownon a separalepieceof paperthese words. Unit 32 Pag€68
hquidirl, leverage,baak value andprafitabiliry. Doyou followihe stockmafket?what is happenng at the
Workingwth a padner,writea shortparagaphthat moment?Canyo! €xplainthis?
expalnseachof thesecon.epb.c oseyourbookbefoGyou
Do you personally
own anyrtocksor funds?Whydld you
beginl
choosethem?Howoftendo you checkthek prce?Whenw
lsthereanyonen the groupwho knowsaboutac.ounbof
Investing?Askthemthis:'You'F thinki.g aboutinveningin a
lf you had€10,000to inven n lust one stock,whichonewou d
company. but canonlylookat one flnancialdocument,either
the incomestaternent orthe balanceshe€t;whichonewould
you choose,andwhy?' 14
DlscusstoNToPtcs
Unit 33 Page 70 Unit 37 Page 78
yourcompanys
I Describe prccedure.ls
recruitment it successful? 1 Producea SWOTanalysis
for a companythat you know lt could
Howcouldit be improved? be yourown,or one that you'vestudiedasa nudent.Youcan
2 Wofk on yourcV (resurne)
for homework-ifyou needto.In usethetableon page78 for ideas,but fee fre€to include
a Putthe CVson the wall rcundthe room.(Altematively, lay Whenyou iinish,prcsenlyourSWOTanalysis to the groupand
thernout on the desk.) thenaskfor questions
. Go rcundand lookat otherpeoplesCVs.Youmaybe able 2 Writea companyprcsentation for a companythat you know
to get somenew ideas. It couldbe you own, or on€that you'venudiedasa nudent
. Go backto yourdeskandwork with a pa(ne. Readea€h Youcanu!€ the iext on paqe78 and exercise 37.3for ideas.
othercCVscarefully.Discuss
themtoqether. but feelfleeto includeotherarca'
. lf necessarymakeanychanges to yoLr.CV Whenyoufinilh, €ad youf text to the groupand thenaskfor
lfyou don't wantto wo* on yourown CV or you think it istoo
pe6onal,thensimplyhelpothe.peopleby rcadingthet CVs
andaskng questons. Unit 38 Page 80
I PBctis€ speaking abolt yourjob:
Unil 34 Page 72 . Wile d shorls(riot- lheled o. pdge80 willgiveyoLio.re
I Howmportants pay? youworkina creative,
Would elsfying ideas.lvhenyou?eready, teadit aloudio yourcoleagues.
job if thepaywasn'tverygoodT Yourcolleagues shouldlist€n,makea fewnores, andask
2 Whatdo youthinkaboutpedormance-.elated pay? quenions al theend.
3 Areyoupaidwhatyou?eworth?lmagine thatyolle talking a Inthenextclass,look atyourscriptagainbrefly,thenput t
to yourboss, themto payyoumore-(Youve
tryingto persuade away.Nowwo* witha colleague, andexplainyourjobasa
beeninvited jo
to n another companyro youarcspeatang from treespeaking exercise.
Yourcoleague shoLJld
askclarification
a position whytheyshouldpayyoumore.
of si€ngth.)Explain questionsandencourage youto givemoredetais.
2 lf youdon'thavea job,or asanaddiionalactivty,dooneol
Unit 35 Page 74
thefollowing:
1 Lookthrcughalltheworkplace on page74.Areanyof
issuer . Interview a friendor familymember andaskthemabout
theselhe sLrbject in yourworkplace?
of discussion theirjob.Tellyourcolleagues n thenextclass.
2 Lookatthefolowinglistof workplaceissLres.
Whichonesare . Thinkof someone youknowandroleplaythem,descfbing
moreserioLrsandcouldeadto dismissal? thenjob Remenbe. ro say - no|he o' sle
a arrivinglateandleaving
€ary
a beingdrunkat work
a bLrllyingandharatsment
a oamage 10prcpefty
. failingto followhealthandsafevprocedures
. personarappearance
a personal
useof thelnternet of renperiods
oLrtside
150
2 Pe6onalizationwrite a simllarpairof emals basedon on€s
Writing tasks thatyou haveto wite n yourrea-lifejob.Useihe tabe on
Unit 45 Page 94 page100to helpyoLl
1 Youworkfor an internationaphamaceuticacompanywitha Unit 49 Page 102
ben{ellingheartdrug.You'€ partof an international team,
prepainga reporton compe|tors'prcductswoddwide. 1 work with a colleague.Youwillexchangeema s, nvitingeach
otherto visit.Forsimplicty,keepthe tlvo situatonsseparate
a Wrltean emailto a colleague in lapan,AkikoYamada
(a woman).Wite 4G-50words.
. Beforeyou begin.look one moretime at the emailson
o Givethe reasonforwrit ng.
page102.
o Request informaton aboutihe compelitors in iapan{ma*er
a Nowwite lhe followngshodernails:
sharc,advertis
ng).
a) As host,inviteyourcoleagueto vst you.Givethe
6 otfer to provideinformation aboulyourown market.
finishedemaI ro yolr colleague
2 Personalizaton.Wrte two ema s sirnilarto onesthat you have
b) At guest,replyto the €mailyouiun rcceived. Acceptthe
lob Usethe tabe on page94 to
to writein yourown real-life
invilation.cive the f nishedemailto your.olleague
c) As hon, suggenan itineraryOhi5couldincude some
Unit 46 Page 96 localsiqhts€€ing.)Givethe finshedemailtoyour
1 You'rethe financednectorof an ntemational company. Yo'r've
just f n shedthe cornpany
accounbJorlan yearand the results d) As glest, rcplyto the ema yoLrlust received.nclude
wereverygood.Howeverthe oltlook for nextyearlooksmorc detdilsolyo!r llight.hoie, etc. Givethe finishedernailto
cha enging.Wite an emaI to yourcolleagues, le ing themthe yourcoreague
news.Write40-50 words. e) as hon, conlirrneverythingGivethe finishedema to
o G ve the reasonfor witing. yourco reague.
o G ve the goodnewsabod lan yearThankeveryone. a when you tinsh, compareyoLrremails.
(| G ve the bad newsaboutnextyear. 2 Personali2ation.Writeone or two rimllaremais basedon ones
2 Pe6onazaiion.W te two emailssim ar to onesfiai you have that you haveto wriie in yourrcal-lifejob.Youcan be the host,
to wrlte n yourown €al'lifejob. Usethe tableon page96 to the guen,or takeboih rolesfor diflercnternails. Useihe tab e
on page102to helpyou
o Whenyou f nish,compareyouremails.
WRITINGTASKS
Unit 55 Page'l14
1 Studythe graphsbeow Youmaywishto inventmoreconexr,
ior examplethe industrysectorand ihe nameof the company.
Q1 Q2 Q3 Q4
MarketShare
Lastyeer Thls year
152
Interviews
1 Interview with a private equity investor 4 Discuss
anyinteresting
is5ues
with somecolleagues.
Exercises Glossary
1 Guessthe rnitsingwords (somelettershaveb€en
givento helpyou). .apitalgain a ptaIlIrcn mo.ey you havenvested
I Whena prvateequty firm buysa targetcompany,lt .o//ate|.l prcpertyor othergoodsthat yo! promiseio giveto
uses
ihe bankif you cannotrepaya lorn
a newyjormedcompany calledan 'SPV'(Specia
Purpose
rctufti'h rcpata.tl mprovea buildingby ceaningand
Vehlce).Asan example,halithe moneythe SPVneeds paintng 1 elc.
m ght comefromeq (capltalprovided
bythe new
ownersandihe existing
sharehoders) andhaf mightcome
3 Interview with a management trainee
(abank o.n that hasto be r€paid). Exer<ises
2 AfterbLryng the targetcompany, th€ prvateequty tirm 1 Youare going to h€ara managementtraineetalk
reslructures
t Thscannvoveab dup (makrng th€ aboul their €xperi€nc€s of an assessment centre.During
companyarger)or a 'b k down' (mak ng lt smdler) one full day there are a variety of t€sts.Predictthe
the privateequityfirrnneedsan e t
3 Afterrenructlrrinq, sequenceoI terts, Irom 1 to 6.
srraregy. an nlerview wllhan HRnranag€r wth normaljob reated
4 Th€rearemanyotherp sinvovednthebuyout
process,
includnq a rs,t consultantsandbusness lLrnch,
wher€socalsklk areobserved
consuLtrnqcompan es a res|o -ul er'dl d d p oore| -.o., q . .
2 if 16 Now listento the interviewand rh€(k your lestwherea gfoupof peopled s(ussa
a tearnwork
lcenarioandchoos€ the bestdea
3 reponwnr ng exercls€
3 Listenagainwith your eyesclosed.Thenlistena third a roepayexerciseto testmanagement skil9
time while you follow the script(page157).
2 S 1S Now listento the interviewand find out the
4 Discuss
any inler€stingissueswith somecolleaguer. requenceof testsdone by this pa(i(ular trainee.
Glossary 3 Listenagainwith you. eyesclosed.Thenlistena third
time while you follow the script(page159).
inlo the delaihof a potential
due dtl,ger.e investgation
4 Disos5any interestingissu€swith som€colleagu€s.
tom ic.at h fromihe beglnnn9
,PO nitia pub c oflerng Gellingshareson rhe nock markellor clossary
ng the ihreepeopleabove
sLrpervis
Director takingissues to the seniormanagement
tearn
corporate7.....
.-.....
...
wolk ng with externa
f nancinqof largeprol€cts
151
IiII€RVIET5
Glossary
coryohte govenance rhe rul€sand practicesthat control a
especalythe relatonshpbetlveenmanagement
cornpany, and
Glossary
apprairalan nteruew (oftenannual)betweena manaserand
I an employeewheretheydiscusihe employee's perfomance,
trainingneedsandfuturecareerpath
.omperrat o, saary and benefits
equal oppodunitiet whe@everyonehasthe samework
opporiunilesand no-oneislleatedunfairlybecauseoftheir
155
Listeningscripts I n€ed to che.t at ihi5 4d dd s€ewhafs 8oin8 on,
I I sd a replacement immediately by special delivoy.
Listen and repeat ex€rcises T m erry aSainfor dy inconrenim.e dE ras rau\eo
$ rractrI O Track6
Exer<is€
39.7 Exerdse51.5
G@d moming, ICT. Tssa speakinS. How .d I hetp you?
Pleasehold while I 1,-yto comect you.
Before I b€gin, I d lite to thar* lrnqoise for inviting me here roday.
I'd lite ro speak to someone in you a.osrs departmdr
On behalf of BCC Intmational I'd like ro welcome you here ro ou
The reason I m callin8 is b<alse of rhe sat6 6g!es.
How nice to hear f.om youl
tf,t me start by inrroducing hyselJ.
Thanls for calling , did yotr get mt email?
ItE aim of thG preseniation is to give you an overis oI ou
ls this a 6ood rime to ralk?
Are you in the middie of something?
I'[ speak for aboui rhirry minutes.
Is thse anythhS else I cm help you with today?
I've divided my talt into folr main sections.
OK, leave it wirh me , I ll call you tomorcw afiem@n.
Iftouh.ve.n) qJstiotu, ple.se fel fFe ro hremp(.
S rrack2 Ir you hav€ any qustions, I'll be happy to mswer thm ar the sd.
Exercise
40,5 OK, lefs be8h wnh ihjs fist slide.
157
LISTEIIING SCRIPTS
INTER\,aIEWER yat sv 'flnniq nonell!', btt ol core priute ral 6tate companis in the past, but 6 soon as I felt that I'd
eqrity is .antnMsial tuca$e tufletin6 tlEre are bi8 dun86 dunng lemed sough, I left. I lamched my own b$ine$. Thar was
about two yea6 ago, Itt always been my dree.
PEI Sometimes there ae, sometimes not. The cds wher there m INTERVIEWER And ndo lot @ o ptuWn! daelaper in the Esidential
big chmges de when we buy a public compmy list€d on a stek
market, then de lisi n ed rstructu.e it md tho FlGt it after EPNR Yes, dEl's riEht. I buy houses or apartr-nents,returbish then,
we've nad€ it more profilable. and thh rent &em ro tenmts. Sometimes I *11 th€ property
INTIRVTEWER Whit raprns duriry nt r6brctrn,*? lmmediat€ly alte. relubislment, but lsually it's more prcfitable
PEI comFrim"i wedoa bLild up l}dt mpft buyinEoLher to hold the properly md collect ihe renr.
smaller companies and nergin8 them with the ori8inal tffget INTIRVIEWER So thnt yan let n capital 8on1as tudl ns lhe rcnt, at least
comPmy to make a new,ldger more prcniable compml Oiher Iuhil. lnue tnc.s nre goitg tp.
times we do a'break down', That mem selin8 non{ore ets, EPNR lxadly.
cuttinS costs,making the business mole eIficienr, dd Seneraly INTERVIEW€R How fllah tnone.!dld Wu hou lahat lou startedtt b!
refocusinS&e business. 'roune.nr b afno,.! ta stntt thiskindaJbusihesstabn!4
lou4etf
TNTERVMER Cr!th1&costsdtd l.oki'tg fot effciercy tins tlnl spdd monq afl it, ahd then wiit Jor the re t ta .on! tn htu"th
Ptoptt!,
sotnePeoPLeill la{ thcn iobs.
PEI Our ar8lnent is ttEt we make the whole brsinessmore riable f,PNR I didn't havea lot. I cone from a p@! family .nd everything
in the long rerm. People would have lost thcn jobs anlaay iI we I h.vc, h,e eah€d I sv€d money from earlierlobs,and then lo
hadnl madc the nece$ary .hm8es soone. lather thm later We slarr my blsins I got a banl loan and u$d my own house as
tuke the comp.ny pofitable. .ollat€r.l on the loan.
INTERVIEWER Ak.yar r@1tio'1ed ftlistint an th. stack,n*et nsan INTERVIEW€R So:tottte n ,skrrker
option dftd theftsh11ctutiig. wlnt other erit shdt.SiasdoWu lsrel EPNR Yes. I neded ro bonow a lot oI money frcm the banl<,
PEI Weli, often the company was neler lisied in the fiFt pla.e, it dd ii was a linb ftghteninS becausemy own luture and the
was alwaysin priv.tc hands,and so then we do an IPO-a listing tutue oI my tamily wee ai stake.But i enjot taking rhks, and
for rhe firsi tine, But thc other erit strategiesopen to us arc fiGrly l'm conJidentthat I haveenor8h determinationand energyto
to sell to a much largercohpany that is looldngio dilesify or succeed.I suppce l'm a typic.l enlreprseur in thatespect.
cxp.nd - tof them ii sjusta nomal .cquisition - or Kondly to INTERVTEWER I d lik( to crplaft t,h thtit ol th. ptoftt ol a tfpical
sell to anorherprivaie equitv comp.ny.Tlcr is. kond buy{ut. ottr.pr.ndt. fai rt touchedon tloo rreds:b.ils .ohtkttdbk tuith 5k,
That'squ e coboon. aM hn nts !.[-eo,'fd.itc. rr.l d!t( tntdtiol. wltat tuorld lpr rdd ta
INTERVIEWER OK, I thh'k it s ,t1.h .lcan ,lo|u tuhat is htaala.l.
h\nllltdppotrlg nt tt| lfuetaJthcotutl.Rhipal tlt. cor\ar! - br:/ttg EPNR For me, the most important thing Io! an ent€pleneu! is to
il, rcsttr.hlthlg it, thdl selli'I il. Thcp@pk rt t]E bottan niiht jt6l have lery good instinctsabout people.It's a feelingthing. You
cnry ai thch jobs as nonnot,t'1aMt ol t,hdt's happotitg, ot rtiittl don t eally n€€da Eoodeducation.Ididn'tgo to university
ltddon! fud thot th.n olfc$ aE doytl, or t]nt ttry @ hdrslcned becauseIthouSht it would be boring-I wanted to start workin8
to otatttt jab, at tltdt tltty u lost tu job co 'tlteEty - a lot Ea\o"s and eaming noney. No,l wouldsay that what you needis very
D,tsideoJthenconttulotu d.$tnndh&.
Eoodintuition to decideimfrediately if the personin front ot you
PEI That'sritht. It's capitalism.Justspeededupa liftle.
INTERVMER And afml q@tiar. Whdt atltt tldttosar. nt@locd TNTERVIEWER A ar nstrrl lot a deolds 10.11
is fot a pcfsar?
EPNR Yes.You cd smell a tood deal.Of couse th. figurcsnust
PEI Fist there ae the lawye6. Ihe wholc procs is very compler add up, but you ned rhat specialgift of spottingstraightaway
lrom a legal point of view Then theF is a tinancial advier who how to nake mon€y wit\out doing too nu.h amlysis,
evaluatesthe value of the rar8etcompany- in fact thafs ny INTERVIEWER OK wrrr.Ge?
own job. TXele a.e accomtinE firG to do the due dilige.ce
EPNR You have to be very direct wnh people, witholt being rude.
dd .heck the books of the targer cohpey to make sue that
I thinl othe! people like it when you're honest and don'r fool
everything i5 OK. There are tax cosdtnts to make sue ihar
there is no ourstanding tax. Then there are rhe inveshenr banls.
INTERVIEWER Wlnt nbott yat tttitrde to e'nployees?
They arrange L\e debt to buy the tal8et company. For exmple,
they 8o to comerlal bank lnd p.e*nt the fiBue of the EPNR With employees I rhinl< you have to be infomal, alLow theo
tarSet conPany, the sinctue of the repaynent and so on. The to d€$ casualy md so on. Of cou.se I do draw certain ljnes
comercial banlGactully pmvjde the loan.Finally theear betws fre md my employees, but it's vely imponant to me that
business consulting compdies. They are the ona who analyze sralf f@l at home in the office. Ii makes them no.e prcductive. I
how the business is Aoin8 io be rsttuctured or developed. don't like the bureaucratic atmosphee in a large conpany. The
best way to fratuge people is to be rhere working alongside them,
INTERVIEWER And a th6e ptuplegd a dne oJth. pie?
nol have all so.ts of reportin8 prccedues and meerings.I hate all
PEI Oh yes. If the value of the target is :!0 m ion €ms, we miEht
actuaily reed to raise another four or file milion on rop to pay aI
INTERVIEWER Solout 'notugetnentstlle is ta M* closel! uith stdf
these difierenl people.
B n tum lendq ta ben notiantt by eronple, rnd uith a big enphasis
0 Tra(k17 afl tB soinl E b tionships.
2 Interview with an entreprenuer
EINR = Entrepreneur INTERTIEWER l"&nt happensulcn thirys ga @ong?
EPNR I can give you d exmple. I had m employe who wd
INTERVIEWER Canlou tell ne a littk abod lauB?f
having a bad innuence on the orher stafi. I wonl go inro derails
EPNR Yes,l'm 37 yeas old, Mi€d, and I have tirFe ki.ls. lne But I t@l< him to a etaumt. We had a 8@d heart-io-hedr
158 always worked in the prcperry fie1d. r $'6 m employee in vtuios
LISTENINGSCRIPTS
discussion over l$.h. I was very djret with him, md very had done the online tests, and not a matns genis brcth€r o.
honest. I told him that I was going to chmge rhe way I paid him something like that! Then we aUwent lpsrairs for d inteNiew.
with a lower fired salary but a higher commission for each deal INTERVIEWIR wlat kni oJintniaa?
that he closed, That solved everything - his perforlrrmce realy MT It was a fanly convmtional one-on-one interiew, with an HR
improved and ererything was OK. mmaS€r fron the .ompany. She asked me what I liLed abort my
INIERVIEW€R Lt's go backagail to tlft topic ol thc WtunLty ol an last job, what the woEt thin8 about il w6, why yo! would Liketo
enttptll.Lr l\. khtu that h. or slt is .Eati.te, dltelric, afld alnst \rork for my compdy in particular nomal quesrions. Then we
de.isioh nak L But 'tu1/b. an entftpft,ew is alsatuh@'1et'lo Sets had to give a Powerpoint presentation. I forgot to iell you one
barul rynkl! soth.y oft .ery Soadat stnttn3 ptujectsbut l6s Soadot week belore they had givm us a toPi. and we had to PreParea
consoLidatnry ord bundnls. nley lnit to nooe on and start so,tethttS whole Powerpoinr prcsmtation, making !P the slidPs and sd on
The whole interiew including the piesentauon lasted about an
llNR Yes,I think you are absolutely righi. That's $ hy every hou. Then it rYastim€ for lu.h.
ertrepreneur needs a Eood tem behind them. An entrePreneur INTERVIEIIIR O(.
G dillerent to a self employed pe6on if yon rcaUy wmt MT Yes,it was a standi.g-up lunch in th. foyer with canaP€s,nnd
the frcedom to work €ntirely on )o!r own, you become *lf- we all moved aolnd.nd chafted.I'm sure they were obseninS
our socialskills d!.ing the lunch aswelll
INTERVITW€R QK,ott lral thitl&.I hap.it s r.t tN Pnso,nl.l'N INTERVIEWER I sw. the! @r.! Whnthnrylhednlt ltndt?
ftrd that tr.pr.n?u$ oJ:tcnhaa?r dilf.ult Jritl! background,dth MT Afier lu.h thele nas a roleplay €\edse. They 8a!e you a
dinr..d pdrcntsand saon. mis Sirrs thc,t tlte driue ta su..tut atu backgrcmd siluation,and you had halfan hour ro lead it and
makc o'I.u, Lrcnus?the! unnt th. s.crrity lll|ich thdt tnt hadds ihi* about it. Then you did the iolepl.y wirh one other Person
whoalshada lole In the room thercwas. silentassessor who
EINR Well, iI we take my own family, yes, ny p.rcnts 8ot dn orcd
when I was your8. You know I'!e n€ler thought.bout it like thJr INTERVIEWER what khlll.aJtuI.?lntt xds it?
belorc Imeanasa positile infllence, in a s.y Vcry inier6tingi
MT I had to play the rcle of an .ssGtantmanager- like the iob I
INTERVIEWER 6n.r. T/m,ls rr|v tr .i' Irt sfrish h.tt. Nonld e.lly h.!eill w.ssuccesftd and the other Pcrsonwas
a problcmemploycc.They sere doing then 'ob badly,theywere
$ rrack18
ch.llcnginSour.urhoritl,,thethadbeenrudebsmc.uslomers,
3 Interview with a management trainee and $ on. Bur the teamwas shorrofmenbers.nd it was difficuh
MT= MandSefrenttlaiice to find staffin thc locallaboui m.rkct-.nd so I couldn'l fire
INTERVIEWER So,,4snrd, r/or'r.Son,Sro t /l !sa littlcnbortlotr them,AI$, 1was onl). lhe a$istant manager.nd I didn't havc thc
!\Petun.es al an rsscsstnat c!1t\'. authority todo that - in th.scen.rb thc main nanaSerwas.way
MT Yes.Many largecompaniesusc assessmcnt @ntresto *l*l .nd on holiday,andsoI ha{t to t lk to thc cmployeeand ky tocontrol
rec.uitnewemployees.Tney.rem.inlyusedto.PeoPleihthcir
twenties,b<ause reent graduatesallhave vcry similarCVs and INTERVIEWER V.tt cltdllltgilg! Hot! did yat ho,.lb it?
so it's noteasy to choosethe b€stc.ndidats.ln an assment MT I canl rell you. It's confidential- it would be t@ much hclP to
ccnhethecohpany leally seeshos youopelateara pcBonal othe. peopleif they we.c in the samerituation.
level,and thcycan spotpcoplc with future managementPotential. INTERVIEWER OK, so uhat hrppaEd allt tlt. tohlk)t?
INTERVIEWER OK,safst lell r rbart low o1u pnnicnl$cov. MT Next we had a teamworktesl.Therewere eight PeoPtearound
MT I'm 27,and I appliedfor a posirionr{nhin a Sraduate a iable- aSainwe were gnen a ba.kground sccnariowith a
maragenenr traineeschemelor a IarE€,int€mationalcDnPany probleh to solve,dd we had to dikuss togetherand comeuP
in the hospiraLitysectorTh€ processstarredonlinq IiEt wnh an wth a solurion. In th€ room thee nere thre silent assessorsthis
application form, and ihen with a seri6 of tsts - numerical t4ts,
problem-solvnrS tesrsand so on. Aier rhat theP was a PeMnality INTERVIEWER Coi ltor giu tu ar i leaaJth. votarir'1
tesr,aEainodine. AIter passingall the t€stsan.t s aitin8 a les MT Y6. We were supposed to be the Board members of a conPmy,
days Lretweeneach one, they did a sho.t telephone inten'i€w dinssing ideas for how to imprcve L\e bnsin€ss. Each PeFon
Finally, they asked ne to cone to the asment centre. had to pitch their own idea,whj.h drey Saveyou. For examPle,
INIERVMER Whie uos the assesttrle"tteitft? ewarding thc enploye€s in a difierenl way, bnnging a new
MT lt wls in a hotel rbroad ad it lasted for hLo davs. The! told product onto the ffiket, a loyally rhem€ for customeE, €tc. At
us tlait ihe IiEi day was ju$ ro meet ih€ oth€r people and to the end you .ould onl)' chooseone idea.
uderstmd what was Eoin8 to happen, bur ol couR I 8uss€d INTERVIEWER Tle sti.ni nrs.ssd/str.r$, fl.. W,tatrlolot think tl
that the assessmentwould be8in lrom th€ moment I arrirGd. ms thnt they uere lNkiiglar?
TNTERVIEWER Hou no V \teopk tu.re.hos ta go 10,lE nss5,,.rl? MT We[, comuication skills obviously - to seeiI you can exPlain
MT They told us that there s ere 3,800cmdidat6 s ho had filldl you ide6 .learl] md diktly and also listen to other peoPle and
n1 dre initial application fom, and of the 38 rLere invired to the 6k them Aood questions. Also to seeii you .an iniu€nce other
psple md convin e then that your ideas de nght.
INTERVIEWER Saetaetl! a1leh1a hundte,l. A'1dlnu nui! oJthoe i8 INTERI/IEIVER was thm nhlthin& elseofter thnt?
ude the! so4 to alfd n jab 10? MI There wa one Laslexe(ne a report Miting exe4js€. Again
MT Berween ien fld fifteen people. he wer€ given a ba.k8mmd sihEtion, and they g.ve us half an
INTERVIEI{IR OK. So tdlk n1ethtovgh tlE st.nd da1t,th. 6*$ilot hou to read it - it was guite lmgthy. Then we had rwo noxn to
rYnb a reporr based on the situation.
MT Yes.IiEt h e $ @ retested for ou nmerical and prcblem- INTERVIEWER wdt ins tht st@tidl this tifle?
solving stills, md they also gave us some logi. tsts md llFof- MT We worted for a .ompany that wanted to move its offices, ard
lm8ua8e tests. They wdted to .h(k that it s s reallv s \!ho rye had to choos€betwen ta o optios. One location was very
159
LISTENINGSCRIPTS
erpsive, but ir ha.l goo.l inJrasirucrue, and the other l€ation tdni@l specificatioE, md many other drin8s. Over rec€nt
was ch€ap, but it was o1d md lacled some basic facilitis. You yea thse have b€€n biE advances in L\is field oI iniegraring tI
had to choose a lftatiory jutj!, it, and also Sive sne Enflcial
analysis. The idea was to Mite emerhing that a rop mmaa€r INTERVIEWER I g1t8sthnt in the p6I safle al this b8h6s
could read at a glance and male rhe final decision. inlonnrtion rNtld ]ane ben considd.d erfdentinl.
INTERVIEWER So thz tuhaledo! uas ury conqrelffiiw Ae ull 6 SCM Y€. But ifs inportant. For empie, rhe more inJomarion
the @fMtiondl intdti.u the! lo.ktd at your nwEnal dtu| laglal that a suppli€r has about tutm demdd, the lessstock they need
skiLh,lorr i*apdsoul skilb, latr llevgewnt skills uith ttu
.aiaml .hploy*, laur teantm*nq dbility, yaw turitins ability INTERVTEWER mis nEnnsthal llor aed o lary tenn relatiaflshipuith
your sttptiqs. nnd they lEcane morelike prltne6.
SCM Ex.ctly, And it's not just in te.m oI needin8 th€m to make
INTERVMER Ahd lute lau suceslul? j6r-in-time deliven€r it's more than that. Io. €nmple, we
M T Y e r I d d s l l S o r t h ! i o b N o d l h d r e o n ey e a . . h a i n i n E s t work with them on doeloping new pro.lucts accordinS to our
montls in two difteMt .outries - and then I will be d a$rstant
manager md I can choo* where to work. INTERVIEWER Sofat ue re talkedaboutthe lpsttrft et.l oJth{
stryt! chnin. whnt ntut the daloEtm .nd, fr.tu the nrntlretutt to
S rrackle
4 lnterview with a supply <hainmanager SCM Ys. Here il depends a lot on th€ relative power of thc two
SCM = supply chainmanaEe! sids. Big distriburols are very powertul, md they can {or.e
INTERVIEWIR OK,Andftr, Wr'r. gonl8b erykh to tt dboll the m,nlfactu€r to adoprjust-in-timemethodsjust as the
sttlplv.lkih t, manulactulertorc6 the suppliersto do th€ same.
"nflagdn
SCM Yes,supply chain managehentis r revolutionin the way INTERVIETWER S. eiybotl! Mnlf i6Fn irE, nll the My doui the
that we seelogisiics.lnsteadofa companyjusthalingan intemal
iocus,it has to have a di6t.omection wnh its supplieFand SCM You'rcright. We call it a 'pull' sysrem.In modem
manufacturingallthe busine$ actirity lighr down the chainis
INTERVIEWER SoSiu ',t rn .Mn'pk al th. difatat co,qani.s pllled by cuslomerorde6.You onl)/ hakc what you necd to
i1b|ftd n1o tutply &ak. The opporite,thc old w., is .alled a 'push' sysrem Wirh . push
SCM let's take.n automobilecompanyasan example.They'll syslemyou work on foEc.srs- you manulacturcand dist.ibute
buy a whole module like the dashboardor the d@r frcm a firsl on the basisof your IorRasts The prcdu.ts are iust there,ieady-
tier supplier,and this first tier supplier will buy small parrsand ma<le,waitinS fo! someoneto bDy them.
conPonentsfrom a *cond tierslpplie. Thiscompanywill in INTERVTEWER Brt locl)t s.rE pn s al thc s|pply ctnin st ill l@rk lik!
tuu buy frem a raw materialssupplier
INTERVMER 1tsor s likea cotuplctsystun. SCM Yes,To be exaci,the partsof the chain that work on a push
scM In fact,supply chainmanagementhasdevelopedbecauscit systemaE thosewhere you cana.hieveeconomi€sofscale,11
reducesconplexiry In the pasra carmanuiactuEr usedro buy you can savemoneyby @king a lot ofsomethin8all nr one time,
a huge numberofcomponentsand then put rhem iogetheritself lhen you Soaheadand make it, accordingto your foe.ash. You
to nake all the modulesneededin the car Ir was !'ery difficult to don't wait until it's neded. But you must havea.curateforecasts,
manageallthe pree$es and to maintainqualiry Now theyjusr oth€Ris you make ioo much product and you waste money,
buy in the finishedmodulesand assembl€rheh. |NTERVIEWIR Eatliet yot Nd lhe a omabileind$try aslott
INTERVIEWER Hatu da6 jt t wrk ifl tcrtusoJlL\isti.s? Elgtyorc lns .xanryh on s@e41aabiors - hou uitt$pEad ire th6e idns itt othn
tu delnErb Nryatc.lse.
SCM Normatly the assemlrly plant h lftared in a low{ct courry, SCM Supply chain @Sement was developed initialy in bigger
and dre supFliers to this pldt need to be ve.y cloe in order companies, especiariy those prcducing .a!s ad white 8oods. But
to Put into practice Juscln-Tme' delivery So a little clust€r of now it's u*d for aI mnuiactured consumer goods - c€ll phon€s,
suPpl'ersgrows up a.ound th€ plnt.Itprcvida emploldent and hprops, everythinA. D€[,Ior example, is very wel],tnown lor its
also sone skills rransfe! to the low{osr .omtry j6r-in+ine systems.
INTERVIEWER You'u n'dtioret) the no'ufactret (tuhois mtu itst
S rrack20
ah asenbht), dnd its supplies. Whoelseis i,mllEd?
5 lnterview with a sales manager
SCM There are all the lo8Gtics partneB. You've 6oi tlE compdie
KAM = Key accost manaCer
respomible for trdsportinE md warehousin& md h*
comp&ies could be involv€d ar any point beh{€n tusi tiet INT€RVIEiVIR OK, cnfl !o! tell hE yaut iab title afld Ihi nd\stry lou
second tier, manufacturer md dist ibutoa If we stict wirh ou
example ol the altomobile ind6try, then you .d ds indude the (AM Y4, ! m a k€y a.colnt franager md I work in a lighrinS
financial seni.es pioviders. r a .$rome. buys a car they mjdt company Ou clienrs are ltuge companies in rhe hotel md retan
want @dit to h+ rhem to do thar, or rhey niSht wani to le* RtoF who e lmkinE ro eithef conshlct a new buildin8, oi
rathd than buy. Ths findcial Frices de Fovi<led by parher movate an old one.
companjes, and in a way they are ptur of ihe supply chain. INTERIaIEWER whal is d keltatount mnnaga?
INTERVIEWER It nret beoery diffcult to inte{ate ttu busiftss KAM Ils a job on the eles side, but deaiing with large clients only,
op*ati.ns af nll the conpaniesin\olud. The imponmr dients want one speciic pe6on as theii point of
SCM Ye, you'e right. We le IT to do that. We int€gate ttE conract iside a supplier company.
hJomation system of alt ihe companis involved. l'm talkinE INTERVIEWIR OK, n uhat da yat do dunng o |-!pnol aay?
about trackin8 the location of ireN in tr6it, abour shtrinE KAM Fi6t of all I bund or databaseof prcspe.ts. I use rhe
160 ptuduction fo4@sts, about providing infomtion regardinE
lnrpmel. new. pdpFh. maSrine-. et. rc ."" $ tu. h , onpdips
fIsTENING sCRIPTs
might have plans for new bundinSs. Then I conta.t ths, by INIERVIEWER AnA hM dolot dnl uith thestdn ldtrl objetion thal
telephone or email, and try to gei d appoinhent to visit tlEm the! nlread! lDtk uith anotho lightiflg campany,q dno!:hatunPdny is
and male a sals pesotation. oftinS n bettd pnce ot tuhatM?
INTERVIEIWR Afld tf the clid1t is ifitmled? (AM You have ro telieve in yolr prodlcts and ialk about
KAM Thm I get into a moie detailed conversation with them rhem with a passion md comitmst. The clienl wil feel th]s
about the specifi. prclect. Btrt the architect who is workinS for ttE im€diare\. But you don't 8et into a conveMrion about Pri.e. ll
.lidt is the real dedsion maker - the mhite.t has to be hvolved you ae saying tlEt your Prodrcts are the best, then it's a mistake
at an early st gc. The building conhacior is also imPorrmr, but ro try to compete on Pdce. The best is never the cheaPesr'You talk
rh(y Lord|) louoq q hdt rhe dnnilRt.a\.. 5o we lute d *ris about qualiry abort imovation, about delivery Suarant€s, about
of meetinSs with all the pnties involved, and if everything 8es *rvice levels, and also abour other satisfied dstome6. It's Eood
well, then we .m be6in to tal! about the tjme s.hedde ior thc to have some tEhmonials we lEve them in the brochue.
hstalation, the price, ttLewaranty, and so on. INIERVIEWER OK,onelnrl qtstion. Canyat tell n'eil theft is
INTERVIEWER Htu is lort iob d4fetu1l ta th. htricnLidenttat w nn:/ tdtsi.n insid. Ww .ontpdt! betueekSnlesond Pndrctiat? For
hnu ol a sates consultikta dafltL, Wu tmisc theclientdeliwt! nt a cnlan tuM, but then
Ptutluctiot Kys tlnt the! cnn't rnk the ld'nts bv thnt tinE
KAM W€ll, you. idea of a salesc@5ultantis prcbablybasedon
B2C,not B2B.In B2Bthe discus5ions ar more comPlexind
(AM Y€s,you call Prcduction and say 'l hJvc this bi6 order nnd th€
mo€ t*hnical. With the rrchitftt we have to talk rbout our clientn@dsit in tendays'and Fredudion saysit's imPossibleSo
manlfactuiin8 prccess, quality, reLiabiLity,dd o on. With the then I Eo dd sp€ak to Prcdrction in person and ky to Pcrsuad€
conhactor wc hav€ to talk about easeof install.iion, delivery and them that my ordd is moe important thd all the othcrs. In the
timing. With the final client w€ har to talk about how [8hnn8 €nd yo! have to nsc your ilduencing dd PesuadinS skills not
cieates an identity fo! thei hotel, or their rctail space,or thet just wiih rhe client,but imide your own olganiz.tion aswell I
officcs how it helpsto .Eate an jmage.
tf lra(k21
!.r {id erli.r?
INTERVIEWERO( Cr, t.g.in.k.od,. orlm thntss
6 Intervi€w with a marketing director
MD = M.rk.tinE dn(lor
INTERVIEWER li^|, ahoutthc hlitial .nll to the dknt. Thnt s 4 .oltl
cnll, i1 othettu.rdsthc.lir,t hrtit dsk.d.br it, ostl '1\\t uroPlal\l INTERVIEWERTiddt/ro.r. &trt fd,. rnlki,Sdi,olrrr..ldsr.
do n ttu tihoneuithhl f". kconds. Hal da lar ttoP that hnpPeints? Mrl@|,ti DtnaJth!fort Pd:tt.tlt.t, pti...Pldca.rdtlto,totior,brl
KAM The lirst pcrsonyou speakto is probablya sccetary He€, Wn .nst sohcoJtht dttailsdr! !.rv nirswl.
therearc threethings,!nst, yo! have to inhed i.tely Sive thc MD Thnfsntht.
imprcssionthat this call is aboutsonething imPortant.Yo! sanl INTERVIEWERYor'dbctter begnt bqaplni ntsthtl6t P,tlte
the sc.retaryto f@lthai if shedoeshl dealwith yourcall, thenshe
miSht 8ct into tfouble.Tlen, you have to try to crealesobe kind MD Sue.I managethe marketingotone p.rticular agrj.dural
of feelingo. empathywith the persohlery quick\L And 6nally .hemical usedfor one parti.ular crop in one particulardeveloping
you hale to get the naneof the personinsidetheconPany sho .ountry Befon we tormulaledihis chemical,we tist ran a rucus
you leallywant. Sonetihes theKretary willPutyou thrcugh, grcupoffarme6, We as&edthen what would bc theirideal
othe! tines takea m6sa8e. Butyounccd a naoe. prodlct in an ideal world.
INTERVIEWER And i,hol yo, f,inlly gct tltouth to tht tightPe6ot? INTERVIET{ER l\lhnt dn1th.y sn!?
KAM Our brand nahe opensdoo6. Right at rhe start of the MD They said rhat th€y wanteda conbined product which was
conversationI say the b.and Eme, with somePridein my voi@. borh an iro{ticide and a fungicide,The idea oI. combined
They are uslally preparedto listenbecauseat the cnd ot tne day pruductwasa new con.ept in the market,and it.amc diectly
they do ned $ or one ol ou competitoF all buildints hale
to have liShting, Ihen you have to Aet right to the Point. ln B2B INTERVIEWER OK, 8Nd. Naa !el| * 4 littk bit nbortvaw Pri.ing
peoplc.!c reallybusy nd they don't like itif you w:sh rhei. sttot gy, b.cn$eI beliM it s qrite !,aunl.
MD Ycs.Again, we asked the lameE how they wouLd lile to Pay
INTERVTEWER OK, let's Setto t e st,8a uhcrc Wt nrtuE nt thcit in an ideal wo.ld. And they said that in an ideal wortd they would
otlc6 o'it1nut thdfl ,t pffian lor thaftst ti'|!. wnt is nnpttnnt? like to pay not with money, but by aiving us some of thei ctoPs in
(AM You have to .reate m imnediate *carion of being b6hess
lile, but also friendly and positive. Being friendly h inPortdt TNTERVIEWER Thnt s like the ol.l lnls - er.hnflging anePtudtcl
becauseyou'e selling to a peen, not a company. I bring a nic dircctlylor anath.. luithort goiflg tltough uE mednttl aJcrsh
brchu€ as well as a premotioMl D\D to play on my laPtoP, MD Exactly. For the fames it's a very aftradive $lution. They are
and I put the br€huie on the desk to have somethinS tD refn to. good at Ploducing the .rcps, but nol so good at commercializing
Then I phy ft by ed. Sometims psple want a liftie mor€ sdial
conversalon and relationship buildin8, other nmes less-I fel it
jntujtively. But I would say rhat I netuly always beSin by 6king INTERVIEWER OK, but sometkk p6ses to !/o, becn$ettau thefl h|re
b sellthenops.youdE n chmtnnl.ampd/! selllngasricultur|l
them qrestjoE, for exmple about ho$ then bGimss is goinS
prcdt.E is tlol Wur btsir6.
You wdt to give a mes8e that ]'ou at inteested in dreh, dd
MD We use comodiry Eaders who sell on the oten !]uket - we
.hpr. bu.ne*. do )ou snl Lob€ d parl of Ll'er bEin6
don't sel omelves. Here's how it work. We 8o to the traders ed
INTERVIIWER Sa nat ro nrcll it ne tub oJn salesntur,nor nsn
*y ihar we have a forecast of'x' bags of coPs from the ramers
for the next s€aen how much cd yotr pay? The traders Sive us
(AM Yes,mo€ as a partner A Sood sal6 pe6d d@sn1 Sive the a pnce. Notice that ils aleadybetter for the famers becausewe
impe$ion they .ie sellinS. They m th@ to lists ed ihm to ca @ ou large volumes to 8et a better price than they couid it
Sive their knowledSe md to Eive a swice. they eld individual-v IEn, aJrerrhat, ne deate a Price list for
the famers: for example one tilo8rd of olr Product tor one bag 16
LISTEI\IINGSCRIPTs
ol crcps. The fam* deide how much of otr prcduc. ihey wanr,
md they si8n a.ontract with 6. When dre crop C ready, rhey F Track22
deliver it to rhe trader not to us, dd th€ rrader paF 6. We n*er 7 Interview with a finance dire<tor
ger lnvolv€d in *1iin8 rhe tups on the mffker That rist pos to FD = Fhanc€ dnEbr
the rra.ler but they know then blsinss.
INTER\,aIEI,V'ER I think it Mutd beintd.stiry ta kiao hnu the
INIERVIElER OK.Sou u n eredpodrct,w Detu,e@ pt,.e. fftdhe
ftrLtim is ditiled q inside. ttrye compn lt. T. n fton busnes,
xatu pLue tell us a little bit aboutptae, ht atht @tds lhe dkttibutiat posot, fnnnce is sonehou nore nlsteiaus thor Snlesar Ma*.tikg ol
MD Yes.We have se8nhtation in the market acording ro the size FD Well, I'[ do my b€st. I thint my compmy is quite t]?ical
of the fa.m. W€ have bi& medilm md small grcwers, and we tare md I .d desc.ibe how ir wo.ks. i am the linance Drecror and
a differenr approach with each egmenr. Wirh the bi8 farmeB we I have thR manageF leporring to me, each wirh a differenr
use a B2B appruach. We have a key accobr manager iGide olr ea of ftsposibilily fte nst area is the treasury ihe second is
company so that the famer can pi.k up rhe phone md ialk ro one accountin& md the third is bud8ering and ptaming.
peson, Ihe neSotiarionis jusr aboutprice.With the medium-size
INTERVIEWIR OK, kt\ tatu tho! oR try one,
farmers it's difturunt. We sdd a s,ls .ep to visir then fam, but
FD The Teasurer is esporeible fo. cash and cash flow He has a
in lact this kjnd of sles rep is also an aAri.ultural cotudrdt.
snall team that arc respoNibl. for accounts payable and accolnts
T1rereps have a scienceb.ckgrcud - rhey e aSrcnohjsrs.
Th€ larmes really rppKiare this technical support, and ou. Neivable, so they make payments to suppliers and coUecr
rrcm dstomerg The Treasurer is .lso the point of @nrad insidc
competitors don't otfer it. The lar8esize fa.hers don,t ned
lhe cofrpany foi ou banks, dd they tatk roSether abour ou!
this tshnical suppDrtbecauserhey have rheir own agononists
overdraftfaciliry,or altern.nv€lyhow to ger the bestlnteresrrale
on any sparecashthafs . vailable.Thesedays rhcreis alsoquitea
INTER!'IEI{ER Andttunh t'annns?
lotofdiscu$ion aboutspeciaI financi.I itutruments that the bank
MD The ehall fa.mels don,t get rehnicat suppod. They jusr
ordcr their chemicalsdipctly fiom a distriburorwho delivcE the
INTERVIEWIR wtnt Wi o/ hsi'rktt,l?
prodrct to thch. We suppl),thedistriburor.nd pay them ro
80 FD Fo. example,derivarive to swap variabteinteFsr ratcsrnto
round the farmsdoing rhe detiverica.The diskiburor canalsogo
iixed intelestrat€s- rhrt minimiT.es our risk if we takeout a tong-
to thc mediuh and larScfrrms, orsonetimes wc do thardiRtty
- ro.examplethe s.les rep on takerhe product.
INTERVIEWER OK. Nclt is nccorhtittg.
INTERVIEWER So kn .1nni6 hdrd! b.htcr ttt lannaE n1d
"\\tr FD we have a Chier Ac.ounring Of(icer who,s nsponsible for
MD Etactly.lfyou rehcmber fron betoe, rhe tames pay for their PFPa.ing the accounts,so th.r,s the incomesratehentan.t cash
now statemenron a quarrertyand annualbasis,and rhe balance
.hcmicalsuith bagsof crcpsdetiveredro the commodity r.rdes.
shel iust annually.Ihe nosr ihportant rhing for he. is to plepare
The dishibutos are paid by us,out ofrhe money rhat we
Eerfrcm everyihint for the.Mual€porr, whi.h we havea statutorydury
theconmodity tladers.Ii's a win-win parrne$hipbetwftn us,
to provide becau* we're a public company lhe ac.ouniinEtean
distriburof,famrer and tradei
also pFpares the invoices ro end to customeF, and pro.ess the
INTERVIEWER oK, thet s on.fndl ,p t.Jt:ptu"totion.r lhitk tttots
invoicesth.r we rcc.ive ftom supptieF.
Ihe ntostnxa9t ihg af nll,
INTERVIEWER Ri9ht. And the thtrtt oni?
MD Yes,in our marter the massnedia is lessinportant, b<a!e
FD Fin.lly we h.ve a linancial Conrroltef who,s reponslbte
tarmes dontwatch so much TV and anyway ther.,sa loror
rof inie@l au<liiint, budgedng and financiat plannin8. Ilis
competitionfor TV spots.5o we decidedro be Ealty rnnovahre.
peaon meives aU rhe key indjcators relating ro cosrs, income,
We'vemlde a movie exacttythe sanc as in the cinena wrth
p@ttabiliry etJi.i€nc, etc tuom Prcduction, purchasing an.l Sales
some br8-name stars - and wc invire the fam€6 ro come to
- ud using the* fiEur6 he prepaes a wet<ly reporr for
the cinema to seeit. It's a 3D movie. We oryanize bu*s ro take orher
@gers ihJoughour lhe company,
l F c l d r * e . s l o t l F c ' n c r a . d n d l h e nl r h n , h c y a r n v e . w e A i r e
them some lopcorn and a beea You havc to Member rhat th* INTERVTEWER By bEtseting dolat eon etitt rtu DMg.t, or
iaheB rarely go to rhe cineha. /,okntg at haD the btdget is rce.l?
INTERVIEWIR FD I me& the laner - rhe conhol asped of budgerin8. So, looking
Ard annt it thelhn about? Wnt s th. story?
at th€ variance berwM ttE planned budger and L\e actlat budget
MD Il starts wirn a flying saucer Ir lands in ou ounry du $n.
tor a[ rhe costs ol th. company The firsr type of bud8ering
alietr appear Tne leal far(ers srart askin8 rhe aliens querioE,
- deiding how much noney each departmst ne€ds md
and the aliere rake rhe farmets to ihejr plmet. When they can
Eer spend in the tutu€ - is done by all the manageG toEeiher as paft
to the planet, L\ey find ihat the alies !se.l ro have the sme
oI tne wider busins plan. Thar's an muat prftess md it has to
Prcblems with iheir crcps 4 rhe farmers are having righr now
relate to rhe ove.al srategy of rhe compm]r
INTERVIEWER Sathehn cklb db is the pdson tuhoEntt!
INTERVIEWER And of cor6e tha alids hau sot.edthzn ptubletusb!
undeEtardsuhnt n hnppding in the @npdn! dn! Ly day.
FD Yes,if d activity is Eoing over budSet we n@d ro know
MD Of cousel How did you Euss? Bur yo! shoul.l s@ rhe aliens,
irDEdiately. We have ro take adion ro rectity ihe situarion.
€yein 3D ir's rea]1yanazinEl
INTERLIEWER Right. Cd I j|st go bdckto enething? yo! said
rtat the trensuryans Eqonsibte for rcco|nts
Wyabteand ncnunts
teeiuble, b tlE accotng depattmdt tunsmpouibte
lor inaiciflg.
Thtt yd's strnagebemtsein nry minn I nsso.iateaccountsrecei,able
for keeping the books, jusr like puchases md ordeF, and so tNTlR!1Et,!R At th@ nfl! othd dnnpl6?
dr€s thin8s come mde. the contrci of th€ a.codts ofne. Bul HRD Another erample is equal oploirsities. Head of6ce has
accomts recivable is a more hmm md lrmagdial PrG6s asked ne to develop a diveEity sirategy - ihai's very imPortant
- a cedit conhoner miSht n@d to telePhone a astomer about in the States- and we are foosinS tusr on Eend€r md th€n on
d outstanding bill, send them a renind€r deal with bad debrs, a8e. we donl tradinonally thinl about invesrin8 in older leolle
md so on. ll's the flow ol cash into dre compd, and so rt .omes - r l e r e n { J n d ) l ' l e d \ L r d 8 e p h r d . B u t L u r c p eh r . a 1 d 8 m 8
rd- dr" rd.ut. n .not;u'l d ddrmi.hcti\e $in8. pDpulation fld we will need more older peoPle inside comPanies.
INTERVMER OK sotlet ! the th& oteds.Nou ut&t aboutyou thc INTERVIEWER lfiat nrc y.u daing $ ftldtion to gehder?HaL nt yat
FindnceDiEetor Do )tou hnre afl:t spec$c'rspofsibiliti6 thtt orc nal tryit\ to ottn.t nnd rchnt t@htd n1lotr organizatim?
cau4d b! the thte pcopb rnd( vou? HRD We oller ienbb hous, part-t1me working for mohers
FD Yes,good qlesnon. Besidesmanaging rhese three people and rtlming to work, a f.e kindeigarten - th.r kind of thing,
trking nny importnnt 6n.ncir1 issucsro the seniormmagement INTIRVIETWER A kinddgarlot is at iflportaflt d?.ision. With
team,I alsoh.ve responsibilitytor corporat€govemn e.50 cltiLlcot thet s dj'tancial eost- vor hdtt to s.t ut a spe.inl nahl,
l'm the onewho callsrhe shareholdeB'meetin8smd tak6 the oryniizelaotl eery dn:/,f'111and pa! a qnt iftcd p.rsan h ru it . ..
minutes of those meernrSs,dd I'm the one s ho work cl@ll HRD We tried to sei up a khder8alt€n last yeu, with the backing
with the external auditors. And iI there's a very big prcject to be of hcad otric.. Thc firsrploblemwas that we ody have. tew
fituced, then I'll speak to th€ banks rather than thc'tFasuer women hele rvith babies of the right age to us€ it, and then th€re is
INTERVIEWER Crcat. I thntk theon\ thilg ltar hatdit ,tentionul so lhe problemol ourlocation,We re half an holr's drive outsiderhc
fdr n tt andtrxplonniq. cily centre md the mothe$ had b b ng the b.bies here and takc
FD The Chief Accounting Officer h.s ro prcp.re ihe tax rutuns, an.l themback again,with the babiescryinS in rhe backs€atof thc car
sonaturally th.tpeson isvery invoived in tax plaminS, Blt this in the tush houi It was very difficrlt.
isn complei.rca and we oftenu* exrem.l consultantslohelp us, INTERVIEWER Practiealpnbl.ms.
.nd in th.tcasc I wonld Scrinvollcd assell. HRD Yes,$ I havelo be honcstand say that the wonen prcfcrrcd
INTERVIEWER And fndl qucstio'l is this:th I i! th. or. tl''tE thnl to leavethenchilden athomc in our cultue the Slandmorhe.
"1!
tuu|tlnnka:taut |iJ.tusiernndnllol! uar to b. ai.llrltun1vorr oftcn looks.ftcr th.child du.inS lhe dat Brt whar th. mothers
.'m mu. h mom inicFsted In is worlti(c balince- hdv,nEmoG
!D That'seasy,Al1 financialdjrectoGsufler fion intomation limc working out of the otfice.
overload.Elery day and everysccl we wcolumns and.ollmns INTERVIEWER Ard n'lnl ii lan ryUry th.n?
of figures,with lots ol indicators,and buricd dePwithinthose HRD we encolragemothersto work trom homc one day o wcck,
columnstherc.rc somcsmall pises of inforhation that ae .nd $ealso havea conh.ct whcro they canworkslightly flwer
important.Butthisinf$mat(rnc.nbcverydifficulttospol.The houE forsljghtly lss money,but the),can Sohomeearly and Pick
ch.llcnEcis to reducethe amountof information.oming in to us, up thechildrenfrum school Th.t's vcry PoP{lai In factwc find
to lillcr out the back8roundnoisc,er thai we * just a summary that rhesewomen man.Aerheirtide vcry well,.nd domorco.
and we can focuson the leal preblemsand the bi$erpictue. lessthe$me amountol work as eleryone.lse.
INTERVIEWER OK.lttkt ue lir\h, co, tu. eou. bt.k tu tlht issr( a!
S rra(k 2l
pttotta caatlttnc llor neitia,ed ea i.t? Yor srid thdtPaaPlecnr't be
8 Interview with a human resourcesdirector .liruirsadJat p@t pcthn@ ce,sottdudoyar mirtrs. pethrnnrc?
HRD = Human resourcesdiretor
HRD Thoway' Fi6t, compensation is basedon a ihrcc-way
INTERVMER I ktutu that !a, @rk in Hlrnn Resov.6 ht lor4l lormula.TheE's a fted pa. o thesalary,the biggestpart, but thcn
"
afic. ol a tdry.Anl.ticrr load.o,tpn,u rhere is also a part thar d€pends on conpany performance, and
HRD That'sright, a parr that dependson individual perfolman.c.Sowe motivatc
INTERVIEWERCatlar tcllft'eo lntl. ,bort tlttHRlntttior ,t Wl peopledrou8h pay.The othe. way to nanage pellormanceN
thfttrgh ou appraisalplNess. Eve.yyear the line managerm€ts
HRD Yes.Theie are about 200 people in our ollice in total, and with the employ€ to eview then Pelfornance,and the out.one
of those,thee are lour of us in HR. EachpeBon hastheir os'n of that meting is an individu.l dev.lopmenrplan
resporeibilties. So ther is one peEon ior conpensation and INTERVIEWIR ht@ltn!8en.hn$ dd trdinin&?
ben€fits, one persn in chaige oI trainin8, one iunio. pe6on HRD Yes,thc big thing right now is innuencing skills. The ajm
lor administraiion, ard then me I'm the HR dnetor I IdE is to help peple in their ereryday worting relationships. You
especially on r€cruihnent I have to d€relop and implemenr all \nowwel'"vplohorl ndlugh pF*uh. modembL-inp\\
the prccedues, policies and initiatives. €nvioment, to have contact with people in other deparLnents, io
INTERVMER Do that pahi.s cort Jra"r h.dtl oJld il the US? work in cross-fudional tem, and much hore. In oider to do all
HRD Yes,most of them. We have to inh'oduce rhem ldalllt ihG we haye to i.rluence other people all the time, to obtain their
sometimes adalting them, according to our las s. help md then a6im€nt.
INTERVIEWIR Cnfl ,eu giu ,tr d' da'npk of ow pali.y or pttrdu4 INTERVIEWIR Btt eanthis betninetl? l'fl Deryrl\bio,s. Suttly it
uhnh .aneJnrn had afre annuhnh ans diff.ult to afupt to lotl Itst cofust th. pnto", at it's sanething that daelaps @ith
inst!1.
tit' .1Viiq@ Crn Jlot netnl\ increae sa"Eane'sjnlr.ncitg skittsb!
sdding th o, a cot\e?
HRD Foi instmc€ in ou comtry it's very.liffiolt to d6miss
someone. Now my cohpmy is ery fan, but it s also very srrict HRD In ny opinion, yes. Particrnarly tluough roieplay, and also
with poor pedomds. In the US there d ta€ets to m@l dd elyzing ce studies of what someone did in a part(ulai
objectivesto achievetorall sployq, and ilrou N a pmr sirurion in telm of then behaviour, and why they 8ot or didn't
perfomer yo! @n stay 'n the companv for mai:be r$ o res, but 6et dre resdt th€y $.mted. You have to invite people to reflect on
no nore. ln my colntry things don't wo.k lile tnai. Ou larvs dr6e rhinEs. I rhi.t it cm male a differen.e.
donl allow us to dismjss someone foi p@r p€rrnlmce alone.
Answer key 1 achievea c ll.almass 2 waitfor invoi.estobe paid
I The economy 3 growor shink yearby year 4 €mpoy morenaff
5 spotagapin the market 6 takeo. the riskof the busne$Ia ing
I drves 2 dereguation ! slbsidies 4 qlotas 5triffs / bnT In arruqedmourI ol Torey 8 elLe c arow11 prse
6 conslraned 7 iqudq/ 8 bubbles 9 underlying 9 enenda lineoi credit l0 90 pubic
ll groworganicaly or by acquisit
ons
a s 11 prosperty 12 lieracy
l0 different
12 s€llthebusinessasa goingconcern
I consumer spendng 2 lreemovemenl of capita
3 grow,lh 1 overcxpard 2 undercut 3 LndeDerform 4 overtake
andcontraction 4 |te expeclancy 5 openbo.de6
6 standard 5 overupend 6 u.dercharge 7 overde 8 under€stimate
oi livinq 7 envronmentaldamage
8 goodsands€tuces 9 inte€strates l0 cheapcredit
11 socialmobity 12 ufderlying strength 1 outlet 2 fee 3 fulli 4 nandards 5 running
5 Company ttrpeg and corporate governance
I corsumerspending 2 ch€apoedt 3 standard oi iving
4 gro\4thandcontra.tion 5 nlerestrales 6 unde.lyinq
nrenglh
1 debl/liabilities 2 owner/ proprielor 3 share/dvd€
! shdeholde/ ,loc\rcber/ 5tdlenolder 5 rd,vden.l/^ 1'I
I on thevergeot slallng 2 sump 3 boostng 4 theFed
5 rouqhy
2 The business cycle
1 lully 2 legaly 3 pe6onaly 4 potentially 5 hord
a 1anlpiLrrn 2 expansion 3 adownturn 4 contaclion
b Ia(ove- 2 pealr I rrdow. , borrom\
1 oveuee 2 audtols 3 dvdeid 4 nake 5 ini€grq
r b 2 d 3 c 4 a 5 e 6 h 7 f 8 9 9 j t 0 i
164
ANSWERKEY
Ercr.iie 1i.5
1 budgel 2 compelencies 1 exposure plan
ro risk 2 riskassessments! contingenry
4 escalationprocedure 5 remedaacton 6 dam.ge mitation
I constraints 2 tacke 3 brief 4 be nlhe oop 5 snaq 12 Manufacturing and engineering
6 i guringoll
Ercrdse8.5 r rawh.leras 2 rusl 3 ble-co ar 4 unions 5 oltdated
t shouldbe'thep€6onresponsibLe' 6 inveniory 7 (ope 8 bcakdown 9 dams l0 devices
9 Planning and selting obiectives 11 dEposal r2 embedd€d
Exerdse9.3
analyze/ exami.e/ go over
t a r g e t1: b p l a n3 a !ss!e:2c
construci / assemble / plr iogether
determine /establish / findoui
1 exceed / n 1a 2 fa I shortofl annual 3 implemenl
/ th€eyear implement/ pul i.to operaton/carry out
4 s h e v e l/o n q t e r m s r a s e d
/compex monnor/superuEe / keepan eyeon
Exercise 9.5 eLiminate/ renove/ get dof
objectver 2a scheduler 1c budget3b evallate/ asess/weigh up
m a n a g e / r u/ b
n e n c h a r goei
1 set/ overal 2 si.kto/tight 3 submii/draft rep.irl fix/ pLrbackinioworkingorder
simuate/ replicate / model
10 Leading and motivating fhe vefts in the thid colunn are nare infornal.
13 Inside a factory
I indunrial
/ economy/productve 2 anatys
s / mp.ovemenrs
I plart 2 fitt€6 3 -wise 4 shilt 5 dir.repancier 6 lacitily 3 waneful/exceeded 4 de very/assembty
7 ta lored A throughput 9 rolrngoif tO idte ii wearand
I bon'er, | 2 shcpe r nr:Bhr 4 ro ar.emote,
5 synchronlzation6 bran.h 7 custom
zed
I long 2 wide 3 hiqh 4length 5 width 6 hetght '17
7 cross-section8 sqlare 9 weighs tO rounded
up
Quality
I slpplychain 2 finished
goods 3 finalcunomer 1 lollow !p a plrchalewith a quck call 2 provrdeafy€f
4 ogncs provider 5 dnributonch.nnel 6 foMardingaqent insideeverypadage ! be pa$ed ftom pe6on to pe6on
4 makespecilc commih€nrs 5 includea tfe-ime glaranree
1 Ensuring 2 fore.astng 3 handling 4 batancnq 5 Lrnkrng 6 l o q d e i a l s o n a C R M s y n e m 7 € s n r h e u r g e l oa r s u e
8 acknowledgeany inconvenence caused
6 Seectng 7 Neqotating 8 Wareholsing
16 L€an production 1 an initialenquiry 2 inlormation 3 a qlotation
4 thequotaton 5 anorder 6 rheorder 7 an invoice (with
1 delime 2 flow 3 defecis 4 .ework 5 eriofproofinq the qoods) 8 the payment 9 a .ompa nt 10 the probem
6 delvered 7 eadume 8 manpower 9 .oementa
l0 shine 11 tools 12 storaqeboxes I bodyposture 2 channel of comnuncarion 3 com.non qround
4 on s.reeninlormaUon 5 prelercdcusromers
1 add va !e 2 be wllinq io payfor someihing 3 deliverparts 6 prsalesenqliry 7 buk pur.hasediscount
4 pl-trare rdnp 5 -c.4 tr6.omelhrlo doa.n- rppen dqdin 8 moneybackguarantee 9 satisfacronsLrtoey jO wairanry
ctaim
6 performa task 7 aitacha kanbancardro an iiem
8 cean up the equipmeniso thar ir shines 9 erotspDof a sysiem 1 waiianty/graEntee 2 FreqLenttyAsked
elesrons
10 hande mateials 1t minimizenventory
12 optmize the Jlow of marertals
I satisfa.tion 2 oyalty 3 leedback 4 suto€y 5 expefence
6 expectaions 7 profile 8 requiremenrs
166
Al'lsWEBKEY
Exer.ise22,3
1 m a r ku p 2 m a r g n 1 .ost structu.e 2 produ.t line 3 corecornpetenoes
4 bargaining research 6 locusqroup
power 5 quantitative
1 siqnaqe 2 tag 3 medandse 4 qarment 5 dwice 7 customerbase a competitiveadvantage
6 checkoui 7 fornshings 8 mxand math 9 concept d@elopment l0 breakeven point 11 betaten
12 technical lmplementation
power
.dvantage 2 barqairrng
1 competitive
3 coe competencies4 .onceptdeveopment
5 locusgroup 6 te.hnicalimplementai
on
t6i
ANSWEBKEY
1 ooktowards 2 gain 3 trealwirh 4 crry oul 1 Kod something.s an expense 2 payoff a credtaccounri fll
I applyrheefre loq. 4 raisecapitaby issuing
newshares
5 present
informationn a.ertainway 6 subrractonefigurefrom
I de5ior mdrlLaue LaJlCh 4 .el 5 rogrddF another 7 buybackshares fromthe ma*et I borcw money
I suggenthe needfor 2 put moneynto 3 ca.ryoot 1on 2in 3as 4on 5by
4 s e e t h e l i m t a t o n s o f5 c u t b a c k o r 6 a b a n d o n
29 Managing cash flow
26 Inaome slatement
1 reassur€d 2 overdraft 3 peEneni
I revenue 2 profit ! th€ indirect.osisof s€tinga p@duct
and 4 tixedcons 5 shorrfaI
runningtheoif ce 4 in d fferenlplacet 5 amorlzaton 6 gross
2
1 Conofgoodssod 2 EBT ! Income
taxes 4 Dividends
I havea heahhy cashflow 2 be a welesrabtished compary
I tiscal 2 ranqbea$ers 3 nterptay I havedalyoperalng expenses 4 bema.agedoi a dayto-day
basis 5 takeadvantage oia lineol credft 6 seesomerh
n9.from
I fvest 2 boon a *.icl ac.ounling
viewpont 7 makean initialdeposrr
3 guaranlee 4 ofisel 5 satisfacrory
a .un credt decks t haveheaviydtscounr€d ofie.s
10 havepeGistent sow payngcusromeu 11 negotiat€ extended
Exercke26.5 creditefts l2 9ve an eary paynenrdiscount
I record/ egitimale 2 ertraordinary
/ exception.l
3 red/baikrupl/lquidaton 4 wrtesoif 5 adve.se 6 accrual
b es h o no l / ' L n o u lo f .r l d d v a . . /aL p f r o l r .1 1o, w )/ . e ( ep r .
27 Balancesheet inrusion / injection, generale/.aise, hod.9s / reselves, oose/ spare,
needs / requircmenis. paymeft(intul)/setlemenr,shonage /shonfaI
32 Investing in stocks
I incentive 2 benett 3 reward
Exercise32.1
l captalgan 2 index 3 benchmark 4 outperforming
5 diveEfedportfolio 6 pckl 7 SWOT 8 pipeline 1 on/of 2 under I over 4 fio 5 fo.
9 prospects 10 ba(erstoentry 1l suppod
l2 tradinqchannes 1l sentiment 14 eeasona
lty 35 lssues in the workplace
1 m:kea d vdeid payment 2 qlote a bid/ offersp.ead 1 unon 2 enloKe 3 leave 4 norm 5 statuiory
portfoio 4 pastperformanG 5 riskproiile
3 havea diveEfrcd 6 hygiere 7 .ut corne6 8 harassment 9 b! lyrng
6 qroMhpospeaG 7 chartpatterns a investor sentimenl l0 compensationaward I I grievance 12 address 13 appea
14 divelsity 15 prec€deni 16 whistebown9
1 netcs 2 earnirgs 3 bufiyourway 4 pofitability Exer<ise35.2
5 oveqc€d 6 shareprice 7 assets 8 capital9an 1 be.omethe nom 2 sortsometh n9 out inlomaly
J lolvo d Lr on eprp\dllduvd 4 eol4 o p'oredel.
33 Recruitment 5 b e c e a rl n p f i n c p e 6 a p p e a l a q a i nas dt e c i s l o n
7 givewarnngsto an employee 8 promotedv€6ity
9 address
andresolve
a 9r evance 10 enlorcethe rulesstrictly
1 skilset 2 premises 3 alo.ate 4 qualficalons
5 headhufting 6 newrecruits 7 cove6up (for)
8 ookinglhrough 9 tempate l0 rappon 11 rate I grevancepro(edures 2 worklfebaance 3 healthandsalety
4 l€qalGquiremenls 5 equalopponlfit es 6 grossmBconducl
conslderabe/ettensve,dnect/lisr-hand,reevanr/ appropriaie,
practica
/ handron,prevoos/pror limlt€d/ lrte
1 n.ke / concenlrate
on 2 break/cke off 3 move/beover
boring/ dead-e.d, challeng
n9/ demand.9,de.ent/worthwhile. 4 prcmisnq/ adder 5 chosen
/ oppofiunites
d e a/ d r e a mm
, a.ual/bue{olar,.egllarlsieady
34 Pay and benefits l w a sw o r k r n g 2 h a d j u s t f n s h e d 3 w a s w r i t n g 4 g o t
5 was 6 hadnl contacted 7 wated 8 waslstenng
9 called 10 werewaitnq l1 hada.eadyloundoLi
1 whitecoLarjobs 2 retan ! incremenis 4 pros.ndcons
5 p! In9 theirweght 6 resent 7 undermininq 8 complian.e
9 mandatory 10 dsc.imination 1l disabiiiy 12 lrngebeneits 37 Your cornpany
1 compensatonpackage 2 b:rgai.ingpower 1 milenones 2 renructuing 3 marketcapitaization
3 incenivescheme 4 lte nsurance 5 minimumwaqe 4 slbsidaries 5 overyew 6 competlive advantages7 taiLored
leave 7 pension
6 maternity plan 8 end-of-ye.r
bonus 8 o v e G l l 9 s h r i n k l n q l 0 p r o d u c t p p e l n e1 1 m o r a l e
12 commitment 13 malk€tsaruration 14 shoriage
1 retement 2 lfe rsurance 3 penson
1 ma*ei share 2 productrange 3 a standard
produc(
1 wage 2 saary 3 in.ome 4 remuneraion 5 overtime 4 socatrends 5 R&D 6 swoT anatsis 7 disvibltionnetwork
6 commsson 7 royalty 8 bonLs 9 welghtinq l0 perk products l0 annla tlrnover
8 costadvaotaqes9 substitute
769
ANSWERXEY
l b 2 t 3 l 4 h 5 k 6 g 7 a 8 d 9 l l 0 c
l l e 1 2r
40 Telephoning - messages
1]b 25k 3loc 43 5l2i 67a
1 s p e a/kt o 2 f o f 3 b e a r / w i 1 h 4 h u s t / n 5 n e e d
6 c a l/ b a c k 7 h a k e / o f 8 n 9 o u l o l r 0 l e a v e 1 r l e t
12tor 13on 14ask 15 make i6 p!r/o. 17on I Canyoule.veii wiih me2 2 'l look nto L
3 l'lger backto youthisaliernoon 4 lndersrafdhowyoulee
5 l.eed !o ch<k at thisend 6 do apologzeoice morc.
7 l'm surewe cansortir out. I Whalexa.tyisrheproblem?
1 as 2 that 3 any,thing 4 caling 9 s o r r y . g a i{no ra n yi n . o n v e n i e tnhcseh a s . a u s e d .l 0 l ' l s e n d
a repacemeni lmmediately r r l'l .iiakesurethe temsaresenr
I Hod on a momentl'ljusrcheck. 2 Righr,sofryro keepyou to you 12 ve hada wordwiththewareholse
watrnq. 3 I'm sorryblt she3on materntyeave 4 5he3not
at herdeskatthe moment 5 Doyo! knowhow onqhellbe? 1 lthinktheremaybean issuewlthousopplieE. 2 t! not9oin9
6 WhatSit I con.eclonwith? 7 Canyouaskhimto callmeb.ck? to bee.ty ro senda lechncantoday. 3 Theremightbea short
8 Ll makeslr€ sheqetsthe message delaywhilewe pro.esthe iew ordel 4 Therese€ms to be a smaL
problem with the invoi.e. 5 needto jasthavea qlkk wordw th
r c 2 h 3 a 4 j 5 b 6 l 7 f 8 i 9 d r 0 k myleveln4osupeeisoraboui thir. 6 wouldnt it beeasierforyouii
1 1e t 2 q we simpy issued a newinvo.e?
t70
ANsWER KEY
1 B 2 C 3 D 4 B 5 C 6 A 7 B 8 B 9 A
48 Emails - cugtomer issues
10D lt C 12A
I l'm sorryrolel youthdrlhavero ponponeour me€tn9nexlweek
45 Emails - basics 2 Once a g a r p e a 5d a o o o g er<o rd .
e c c e or tv ) r L e r e
inconvenience.auted! rm pleased to tel youthatlhe lemsyorr
1 m witng with rcgardto 2 Please fee freero contactnre f... o.deredarenowrnttock Wewll beshipping yourordertoday.
3 lookfoMardlo hearing fromyou 4 Thankyouverynruchlor 4 rcanassure yo! thatwele dorngevery'th n9 possbero rcsovethis
seldi.gJoL'CV 5 I cdr otse aly lJnl'e'asrsrance, please issueasqucklyaspossible 5 Yo! wil be pleased to heartharwe?e
6 hopeyoutewe 7 Ths isjun a quicknote10 . extendingouronlneralefor another week 6 'veralkedto the staff
8 waswondern9fyou couldhelpme. 9 d .ealy appreclate t. involvedandl'm conldentthatour procedurcs arercbustandworkng
10 Greatto hearfromyouagaif 11 Shalllsend youa copyof t properly. 7 we regrcrto informyouthatwe cannorprocess yo!.
orderdueto a laqe ollsiandngbalaiceon youraccount.
Exercbe45.2 8 Thankyouverymuchlor bringngth s manerto myaitenton.
FirnemairReason lor witing / Bodyof emal/ Finalcomments /
l c 2 e : h 4 b 5 l 6 9 7 . 8 d
55 Prcsentations - trends ll
Exerdse51.3
r h 2 e 3 4 9 5 . 6 j 7 a 8 d 9 k l 0 b
1 1| 1 2 1 B e c a oqs leo u r . . 2 B e c a uos +
e w ec l r . 3 du€!qolr
increased. . 4 a rcsultol:olr... s resulted i! a s gnilicant.
6 resulled 6f tom dillcult... 7 whereas it fell... 8 Mofeover,
1 discus 2 gve 3 show 4 talk 5 rcpod 6 look 7 fill
they 9 In spiteof lhe fac(that . . l0 Desptere delaying
8 take 9 brinq 10 make 11 outline 12 dea
772
ANSWERKEY
Exer.ise59.2
I l ' v ed ! d e d m yt a l ki n t o t h e em a i np a r t s . 2 I t y o u h a v e a n y 1 OK,leis do that. 2 Whatabout.. ? 3 Thatba complet€ waste
quesuons, please feellreeto lrterupr. 3 Let! examinethis in more oi time 4 Whydon'twe ..? 5 Yes,thatwouldworkrealy
detai 4 Junto d gressfora moment,... 5 OK,thatSal I want well. 6 5hallwe ? 7 Thatsoundske a qoodidea 8 Can
ro sayabouttheinst point 6 Le15moveor tothe second point. makea suggeston? 9 ca. seeoneor two probemswithihat.
7 M yo w nv e w o ni h s i s 8 Asyoucanseeo t hni s n e r t s i d e , . . . 10 'm not realyslreaboutthat. 11 ThaimLght bewonhtryinq.
9 Whatisthe reason forths?lhe reason is 10 Letmeexplain I 2 I donl thinkit woud workin practice
wth a concEteexampe. 11 beganbyte lingyoua linleabout. . Exer.ise59.3
Thenlexplan€dhow . Afterthatltalkedabout... 12 Thankyou a )2 1 4 1 6l a b ) 1 / 5 / 1 / 1 1 . J 3 / 9 / 1 0 / 1 2
al ior comig aid hope1! beenuseful.
I apoblem 2.elulon 3 a s L g g e s t i o n4 a d e o s r o r
3 with 4 on to 5 io 6 back to
10 n/of 1l lot 12 nlir
1 a€ fac€dwith 2 tacke 3 lqure out 4 worktowards
Exercise 56.4 5 comeup with 6 endsweightto 7 impement 8 h€sbehind
1 nad/ ntoducng 2 digress/momenl 3 useiu/background
4 examine/deta 5 €xpan/concrele 6 highight/ diagram 60 Meetings - leading a m€eting
1 d-)at-t a e.r 8 b'i19s/erd 9 erpan/again
1 0 q u e s t o n / o p i n i o n1 1 s . o p e / a f t e N a d s l 2 t m e / q u e s t i o n ' F . g h/l: l d ' 1
z r l / d p o o q , e l r L r o*rl p e p I S , b e S i l
Exercise 56.5 4 b a t h r o o m / h a l 5 c o p y / a q e n d a6 t a k e /m r u t e s
1 Notce 2 axis 3 ufits 4 draw 5 rose 6 neadily / eylwo'd: I baCgoLrd,Jsel-l 9 dgerdd /9"r'11'ol9q
7 havecontnued 8 alhough 9 steady 10 groMh l 0 b l e f / p o i n t l 1 s t r a i g h t / i t e m1 2 k i c k / o f l
1 1 d u e1 0 1 2 E v e sn o l ! o n 1 4 o v e r 1 5 t o 1 6 n q u e
17 ookat 18 look off 19 we.ercaly ookinggood I agenda 2 mnutes 3 qetthrough 4 item 5 kickoii
20 haddone 2l However 22 hasbeen 23 sudden 24 drcp
25 feasons 26 about 27 comrnetus 28 highly 29 likely
30 by I AmE 2 8rE
62 Meetings - negotiating tl
EJGrcise 62.1 let meput il another
way
I minimuhorder 2 viabe/con-etfectve/run j p.e-payment / fhe chankeepsthediscusi@novinq
lrct time 4 upfront 5 'll advan.e
/ batafce/detivery
/ cashftow leavethataside/ relev:nt
6 authority
/ by myself Camileiu99es6 rhe nst steps
774
ANsWERKEY
1 .ut/shorten 2 positon/ eadingplayer 3 secondary We proposeto conducta reviewof yourstoreto seehow Cosed
4 co.duct/ survey 5 in-depth 6 extensive/lield CncuitTelsision(ccM cameras couldbe usedmon efiectvely,and
7 rcmaining/ absorbed 8 cost€ffediva
manner 9 long-laning thencomplete the installation
of ihe synem
Yourgoalislo educeshoplftingbyinnalling wallmountedcameras
yourstore,andto havetheseInkedto monitoEat a cent.al
inside
r b 2 b 3 b 4 b
Thepojectwil in.udethefolowngaclivities:
b 2 d 3 d t . a ldentityih€besllocatonsforCCWcameras andlrna ihe cameras
68 Buginesgrcports and proposals- pioposals ll a ldentiJy
the bestlocatonior a centralsecuriy desk,wrththe
moniloBanda visiblepresence of secuitype6o.nel.
A timelable
tor thediffe@riphases ol the prolects included
asan
I reducebaddebt 2 outsource to emovefixedcostsfromthe
paym 3 nceasetheabsolute Westimatethattheloialtimeequnedforthisproj€clis
appendix.
vaiueoi e.chlr.nectior
4 eihancejobpedormance 5 reduce tumwerahongkeynalf
membe6 6 enhance mantainablily 7 complywith €gulatory rorth s ploiecrwil include
oeliverables
standards 8 conformto a sp*iic quaity meihodolog, a Approximately 30 CCWcameras, wilh two asso.iated
monitoEat
9 preserye
theva!e ol egacysynems 10 reduce dNntime thecenrral desk,allf!ily instaledandchecked.
1l irnpemenlthemostprovenapproach 12 addrcss health o All additional
materials suchascables etc.
andsafet ssues 13 avoidlablilyconcems 14 focuson core we rccommend thatyouconlract burcompanylointrala ccry
syneminsdeFashion Supe6tore. Thissynemwil dramati(aly
reduce
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Intewiews
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2 Interview with an entrepneneut
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