Basic English For Business Management 09

Generated by Foxit PDF Creator © Foxit Software
http://www.foxitsoftware.com For evaluation only.
☺ INSTITUTE OF POSTS & TELECOMMUNICATIONS

☺ DEPARTMENT OF BASIC SCIENCES
☺ ENGLISH SECTION
FOR INTERNAL USE ONLY

Sep – 2009
Contents (course 1)
Preface 2
unit 1. Communicating electronically 3
unit 2. Describing a company 12
unit 3. Describing trends 24
unit 4. Work and motivation 33
unit 5. Human resources 41
unit 6. Marketing and sales 49
unit 7. Promotion 58
List of resources 67-68
1
PREFACE
English is often used in specialist journals, books and magazines to reach an international public. This course is for
people in business or students of business who want to learn more English for use on their jobs or in their studies. Its
primary aim is to facilitate reading, but it also provides practice in the kind of grammatical constructions and
vocabulary.
The course contains texts and exercises. The texts are taken from a range of recent publications such as books,
magazines and newspapers mentioned in the list of resources.
I acknowledge our indebtedness to these authors whose books provided not only information, guidelines but actual
methods which I have followed.
Although I have drawn many ideas and in some cases procedures from the books mentioned, any errors of analysis,
classification, or interpretation found in this book are entirely my own.
Thanks to those meticulous readers who have written and will write in with suggestions, politely reminding me of my
human fallibility.
Course compiler
2
unit 1. Communicating electronically (telephones, emails).

I. TELEPHONING.
I.1. STRUCTURING A CALL.
I.1.1. OUTGOING CALLS. ( i.e. when you make the call )
Read the following sentences and then put them into the correct list below.
1. Good morning / Hello.
2. Could (Can) I speak to (with) Georgia Miller, please ?
3. I’d like to speak to Susan Green, please.
4. Could you put me through to Mr. Dylan, please ?
5. Is Ms. Richardson there ?
6. I’m calling to ask about the union meeting.
7. I’m ringing to tell you about the order of November the fifteen.
8. It is about (concerning) the meeting tomorrow.
9. The reason I’m calling is to fix another appointment.
10. I’m returning your call.
11. This is Thomas Parker speaking.
12. I’m Susan Green from Morningside Post Office .
13. I see (understand).
14. Well, thank you very much for your help.
15. I’m grateful for your assistance.
16. When could we meet ?
17. What time would suit you ?
18. Would tomorrow at 7 p.m. suit you (be ok)?
19. I’d like to see you on Friday after work.
20. Could you ask him to call me back?
21. Could you tell him I called?
22. I’ll call back tomorrow morning .
23. Could I leave a message?
24. Speak to you soon.
25. Goodbye.
26. Well, I look forward to meeting you on Friday at 6 p.m.
27. Yes, that suits me fine.
(a) Greetings (b) Identifying (c. Asking to (d) Explaining the (e) Showing
yourself speak to someone purpose of the calls understanding
(f) Making an (g) Leaving a (h) Confirming (i) Thanking (j) Ending the calls
appointment message details
3
I.I.2. INCOMING CALLS. ( i.e. when you receive the call )

Read the following sentences and then put them into the correct list below.
1. May I ask who’s calling ?
2. Who’s calling (speaking), please ?
3. I’m sorry I didn’t catch your name.
4. Who shall I say is calling ?
5. XYZ Post Office speaking.
6. ABC Co., Ltd . Good morning.
7. Susan Green here.
8. Will you hold ?
9. Could you ring back later (in a few minutes)?
10. Would you like to leave a message ?
11. Can I take a message ?
12. Would you like to have her return your call ?
13. I’ll tell him you called.
14. I’ll get him to ring you back first thing in the afternoon.
15. What can I do for you ? (How can I help you?)
16. Could you tell me what it’s about ?
17. May I ask the nature of your business, please ?
18. I am afraid he is not available (not here) at the moment.
19. I am afraid he is with a client (in a meeting) at the moment.
20. I am sorry he is on the other line at the moment.
21. I am afraid her line is engaged (busy) at this time.
22. I am afraid he can’t take the call at this time.
23. Speak to you soon.
24. Bye.
25. Thanks for calling.
(a) Identifying yourself when (b) Helping the (c) Asking for the caller’s (d) Asking about the purpose
you pick up the phone caller identification
(e) Explaining that (f) Alternative (g) Thanking (h) Ending

someone is not available actions
I.2. PRACTICE.
I.2.1. MATCHING.
(1) Match the words (phrases) on the left with the words (phrases) on the right that mean the same.
1. ______ I'll get back to you. A. The phone connection has been broken
2. ______ Will do. B. What do you want to say?
4
3. ______ Anything else? C. I'll call you again.

4. ______ Hang up. D. The line’s engaged.
5. ______ We’ve been cut off E. Could I have your name?
6. ______ The line’s busy. F. Can you wait?
7. ______ What's up ? G. .… speaking.
8. ______ Who’s calling? H. Can you wait?
9. ______ Will you hold? I. Okay, I'll do it .
10. ______ Hold on. J. Put the phone down.
11. ______ This is ….. K. Is that all?
12. ______ Hold on. L. One moment.
(2) Look at the sentences. Think about them carefully. Which ones are said by:
 a person making a call? (write A)  a person receiving a call? (write B)
(3) Who says these expressions ? Caller ( C ) / Receiver ( R ) ? Write C or R beside each expression.
1. ………. I’ve got the wrong number.
2. ………. I must have the wrong number. / I must have dialed the wrong number.
3. ………. I have been misrouted
4. ………. There’s no one here by that name. / There’s no one of that name here.
5. ………. You’ll have to check with the Directory Enquiry.
6. ………. You have the wrong number./ You dialed the wrong number.
7. ………. The number has been changed.
8. ………. I guess I have the wrong number.
I.2.2. SENTENCE COMPLETION.

Choose the correct answer or answers.
1. I’m sorry, I can’t hear you very well, this is ______.
(a) a terrible line (b) a bad connection (c) unobtainable (d) busy all the time
5
2. I am trying to get 1234567. I am afraid ______.

(a) it’s put through (b) there’s no answer (c) I can get through (d) the number is reachable
3. Could you speak ______,please ?
(a) a little louder (b) a little slower (c) more slowly (d) more loudly
4. I can’t ______ to him, his line always seems to be ______.
(a) put through – unobtainable (c) get through – busy all the time
(b) connect – unavailable (d) put through – cut off
5. I’m sorry about that. I’m glad you’re still there. We must have been ______ for a moment.
(a) run off (b) cut off (c) out of order (d) crossed
6. If you’ve misdialed, you’ll hear a tone telling you that the number is ______.
(a) unobtainable (b) unreachable (c) ringing (d) dialing
7. “Hello, Operator? Can you tell me how to make a call to France?”
“Certainly, sir. Just pick up the phone and ______”9” to get a line. When you hear the dialing tone, dial 0033 and
then the number you want in France.”
(a) press (b) dial (c) push (d) all of these
8. Excuse me, I’d like you to ______ this line, we get ______.
(a) test – a crossed line (c) check – a lot of cross-talk on it
(b) check – a lot of interference on it (d) check – a crossed line
9. The code for Leeds has been changed. Please ______, inserting 05 before the subscriber number.
(a) redial (b) misdial (c) hang up (d) press
10. I have tried a number several times and I always get ______.
(a) a busy tone (b) a busy signal (c) an engaged tone (d) a number unobtainable tone
11. The number has been changed. Please ______ and dial the following number.
(a) hang up (b) replace the handset (c) pick the receiver up (d) put the receiver down
12. If you don’t want to be interrupted by any phone calls, you can leave the phone ______.
(a) on the hook (b) off the hook (c) on (d) on its rest
13. The phone’s ringing. Why don’t you ______ ?
(a) lift the handset (b) pick up the receiver (c) hang up (d) put the receiver down
14. Mrs. Scott isn’t available at the moment. Can you ______ later?
(a) ring back (b) call back (c) phone back (d) call for
15. Can you ______ Ms Dumas’s number in the directory, please?
(a) look at (b) look by (c) look up (d) look out
16. I’m afraid she’s with a client, shall I _______ to her secretary?
(a) book you (b) put you through (c) get through (d) connect you
17. Mr. Green never seems to be in his office. I’ve been trying to ______ to him all morning.
(a) get through (b) put through (c) reach (d) put on
18. Is Graham there? If so, could you _______, please?
(a) look up him (b) put through him (c) get through him (d) put him on
19. I’m sorry to trouble you, I think I must have got the ______.
(a) phone book (b) directory (c) wrong number (d) cell phone
6
20. I can’t get through, their line always seems to be ______.

(a) engaged (b) occupied (c) busy (d) in use
21. I’m out tomorrow morning, so give me a ______ in the afternoon.
(a) call (b) ring (c) bell (d) all of these
22. Customers in the States can call us on our ______ number.
(a) toll-free (b) free-cost (c) priceless (d) free of phone
23. Can you tell me how to ______ France?
(a) make a call to (b) place a call to (c) book a call (d) telephone a call to
24. Businesses often have ______ for leaving messages for people not at their desks.
(a) multiline phones (b) voicemail (c) fixed phones (d) speakerphones
25. (A) X: “Hi. Is this Liz?” Y: “Yes, who’s that? I can ______ you.”
(a) hear not well (b) hardly hear (c) not hear well (d) not hardly hear
(B) X: “It’s Debbie. I’m ______.
(a) in my phone (b) on my mobile (c) at my cellphone (d) for my pager
I.2.3. LISTENING TASK.
(1) Listen to five conversations and note the following.
1. the phone number ____________ where the warehouse is _________
the person to speak to ____________ 4. where the caller is going _________
2. what the caller offers to do ____________ the e-mail address _________
the name of the company ____________ 5. the name of the department _________
3. what the caller wants to receive ____________ the total _________
(2) In this part you will hear some short conversations between two people. At the end of each conversation, a
third voice will ask you a question about what was said. You are to choose the best response to each
question.
1. a. $29 b. $50 c. $25 d. $30
2. a. Jason Daniels isn’t home right now. c. Jason Daniels can’t come to the phone right now.
b. The caller dialed the wrong number. d. Jason Daniels doesn’t want to speak to the caller.
3. a. The number is 6-9-1 c. 9-1-6 is the area code
b. The area code is 1-9-6 d. 6-1-9 is the correct number.
4. a. One dollar a minute. c. Two dollars and fifty cents a minute.
b. One dollar a page. d. Two dollars and fifty cents a page.
5. a. He will pay $65. c. He will pay $9.55
b. He will pay $10.00 d. He will not pay for the call.
6. a. Call London about the charges. c. Refuse the call from London.
b. Accept the charges for the call. d. Charge the call to someone in London.
7. a. Call her at home before nine o’clock. c. Leave a message on her answering machine after nine o’clock.
b. Call Jack back at nine o’clock. d. Call 674-9521 before nine o’clock.
8. a. The operator c. The person making the call
b. The person receiving the call d. No one. The call is free
7
II. NOTE-TAKING.
It is often necessary to take notes in phone conversations, telegraphic messages, e-mails, etc. You can do this more
easily by economizing on words, sentences and information
In order to achieve financial economy, there are two types of economy

which you must practice : economy of words & information.
II.1 ECONOMY OF WORDS .
(1) Grammar words: pronoun / auxiliary verbs / articles /
prepositions.
(2) Information words: nouns / verbs / adjectives / adverbs.
Notes :
a. Grammar words may be omitted. We often leave out we, you,....etc( pronouns) and in , at , on ..etc..(prepositions).
, and the, a, an ..etc..( articles) .But the message must be clear.
b. Participles or nouns can be used to replace clauses.
c. Usually we leave out mid-vowels, end- vowels, and use the key part of a word or use a common abbreviation.
d. Create a word from the first letters of each word in a series of words.
e. Use a letter that is pronounced the same as the word.
II.2 ECONOMY OF INFORMATION .

(1) It is more important to be concise than to be polite.
(2) If a piece of information is not essential for the reader, it should be excluded from the message.
II.3 PRACTICE.
(1) Write the following sentences in note form.
1. Will you please inform us of the date when the flight BA 105 arrives in New York?
2. We would be grateful if you would reply as quickly as possible.
3. Your letter dated December 15 2004 was received.
4. I am looking forward to signing the contract with them as soon as possible.
5. With reference to your fax of 23 February 2005, the materials which you requested are not available.
6. You could use part number 352/TN and 651/FJ for a maximum of ten days. Please reply as soon as possible
7. I regret that I am unable to attend the meeting as planned
8. I expect to return to work on 28th April. You can phone me on New York 4437941 if necessary.
② Choose the abbreviation from the list below that matches each of the words and phrases.
1. note 6. Greenwich Mean Time 11. free on board
2. for example 7. stamped addressed envelope 12. for a maximum of
3. per year 8. about, on the subject of 13. thousand
4. and so on 9. cost, insurance, freight 14. for the attention of
5. estimated time of arrival 10. as soon as possible 15. especially
8
⒜ etc. ⒝ re ⒞ ETA ⒟ e.g. ⒠ SAE

⒡ max ⒢ NB ⒣ k ⒤ p.a. ⒥ GMT
⒦ CIF ⒧ ATTN ⒨ asap ⒩ FOB ⒪ esp
☺ Now use abbreviations to help you shorten the following sentences into notes.
16. Could you ask Mr.Dittmar about the invoice as soon as you can ?
17. The cost will be $27,000 including insurance and freight.
18. And there will be interest payable at 18 per cent per year.
19. Their agent is expected to arrive in London at 22.30.
20. It is very important that we don’t pay more than $15.
III. E-MAILS.
Email is electronic mail. You can send an email to someone, or email them.
They will reply to your email or email you back.
III.1. EMAIL ADDRESS.
Study this typical email address. It belongs to Anna Lock, who works for the Pesto company in the UK.
locka@pesto.co.uk
userid domain type of organization country
Study these examples of types of organizations and countries.
Organizations Countries
com or co commercial organization at Austria
edu / ac education au Australia
gov government ca Canada
Int international organization ch Switzerland
mil military de Germany
net network provider es Spain
org not-for-profit fr France
and other organization it Italy
III.2. EMAIL LAYOUT.

Previous | Next | Back to Messages Printable View - Full Headers
Delete Reply Forward Spam Move
This message is not flagged. [ Flag Message - Mark as Unread ]
Date: Thu, 30 Jun 2007 02:44:26 -0700 (PDT)
From: <tina.black@megabook.com Add to Address Book
9
Subject: Planning
To: robert.momurdo@megabook.com
Cc. jenny.210@megabook.com, helen271@megabook.com
Bcc. sanjay.scott@megabook.com
_______________________________________________________________________________________
Robert,
Thanks for your email asking for ways of reducing the budget of the sales department. Please find attached a Word
document with specific plans for this. Please let me know if you can’t read this attachment. I’m copying the others in on
this. Do forward it to the rest of the board if you feel that’s appropriate. Looking forward to your reaction.
Best wishes,
Tina
_______________________________________________________________________________________
Attachments
Files:
Plan.doc (48k) [view]
Delete Reply Forward Spam Move...

Previous | Next | Back to Messages Save Message Text
III.3. PRACTICE.
(1) Whose email addresses are these? Match the addresses (1-8) to the list users (a-h)
1. redcrossyouth@algonet.se a. a UN organization based in Italy
2. webmaster@fao.org.it b. an ISP
3. today@bbc.co.uk c. a Swedish charity
4. s.larrieu@ly.ac.fr d. a student at a French university
5. rossi@cantsoc.com.it e. a news programme on a public broadcasting service in the UK.
6. sales@demon.net f. an Italian wine co-operative
7. lunchx@swto1.usace.army.mil g. a military organization based in the US.
(2) Answer the following questions, using the information in the emails given above.
(a) How many people did Tina send the e-mail to?
(b) When Robert gets this e-mail, will he see that Tina has sent a copy to Sanjay? How do you know?
10
(3) Which of the features in the emails given above would you use in each of these situations?
a. You are sending an email to Antonio and you want to send a copy to Bella without Antonio knowing.
b. You receive a reply from Antonio, and you want Carlos to see it.
c. You get an email from Delia, who has also sent copies to Edgar and Fenella, and you want to send the same
answer to all three of them.
d. With the email to Giorgio, you want to send another document.
e. You receive two emails, but you don’t want to keep them.
f. Last week, Henri wrote an e-mail to his boss. Now he wants to get rid of.
g. Ivan got an important e-mail from a customer. He wants to send it on to his manager in Paris.
h. Carla has received an e-mail from Vincent and she wants to send him an answer.
i. Marie has a report saved on her computer. She wants to send it to John with the e-mail she has written.
j. Paula wrote an email to Mike, Tim and Lee. Lee wants to send an answer to Paula and the others.
(4) Study this email. Answer these questions.

a. Who is the sender? b. What is his email address?
c. Who is it sent to? d. What is it about?
e. What time was the message sent? f. In what form is the main part of the message?
From: j.eastleigh@gltech.ac.uk
Date: 9/10/07 15.35
To: gpark@ed.ac.uk, price@aol.com, aperez@kmc.ed.uk
Subject: Party
Dear all,
Too lazy to type. I’ve recorded this message as an attachment.
John
11
unit 2. Describing company structure.
I. HOW ARE COMPANIES ORGANIZED?

Most organizations have a hierarchical or pyramidal structure, with one person or a group or people at the top, and an
increasing number of people below them at each successive level. There is a clear line or chain of command running
down the pyramid.
Some people in an organization have colleagues who help them: for example, there might be an Assistant to the
Marketing Manager. This is known as a staff position: its holder has no line authority, and is not integrated into the
chain of command, unlike, for example, the Assistant Marketing Manager, who is number two in the marketing
department.
Today, most large manufacturing organizations have a functional structure, including (among others) production,
finance, marketing, sales, and personnel or staff departments. This means, for example, that the production and
marketing departments cannot take financial decisions without consulting the finance department.
Yet for a large organization manufacturing a range of products, having a simple production department, is generally
inefficient. Consequently, most large companies are decentralized.
An inherent problem of hierarchies is that people at lower levels are unable to make important decisions, but have to
pass on responsibility to their boss. One solution to this is matrix management, in which people report to more than
one superior. For example, a product manager with an idea might be able to deal directly with managers responsible
for a certain market segment and for a geographical region, as well as the managers responsible for the traditional
functions of finance, sales and production. This is one way of keeping authority at lower levels, but it is not necessarily
a very efficient one.
II. DESCRIBING COMPANY STRUCTURE.

■ The most common verbs for describing structure are:
consists of contains includes is made up of is composed of is divided into
e.g. The company consists of five main departments.

The marketing department is made up of three units.
The sale department is divided into two sections.
■ Other verbs frequently used to describe company organization include:
To be in charge of to be responsible for to support or to be to assist or to be to be accountable to
support by assisted by
e.g. The marketing department is in charge of the sales force.

The marketing department is responsible for advertising, sales promotions and market research.
The five department heads are accountable to the Managing Director.
This is an example of part of a company organization chart:
12
Board of Directors
with a Chairman (GB)
or President (US)
Managing Director (GB)

or Chief Executive Officer (US)
Production Marketing Finance Research & development Human Resources
Market Research Sales Advertising Financial Management Accounting
Northern Region Southern Region
■ Notes:
CLASSIFICATION.
Main and sub parts Hierarchical structure
•….is made up of …..

•….consists of …….
•….includes …….
•….can be /is broken down into ……. • above / below • headed by
•….can be/ is divided into ……. • over / under • at the top
•….can be/ is separated into ……. • on the same level • at the bottom
Additional parts
• besides ……., • not only …….but also …..
7 + + • in addition to ……. • ……also………
III. PRACTICE.
13
(1) The diagram below show the management structure Of Universal Software. Match the people (1-8) with their
positions. Write the LETTER (A-K) of your chosen answer in the box on the right.
1. I’m Marco Alatri and I’m the director responsible for the company budgets and accounts.
2. I’m Tom Scott. I’m not actually a manager at Universal, but I do sit on the board.
3. My name is Helen Good. I am the CEO and I also chair the board.
4. My name is Carla Jelinek. I am in charge of the company information’s systems.
5. I’m Dan Matthews. My team develops new products and test them.
6. I’m Karine and my team deals with calls from the public…and complaints.
7. I’m Alex Tait and I’m responsible for company recruitment and staff development.
8. My name is Patrick Aubaile and I report to the CFO.
Chairperson (A) Non-Executive Directors (B)
Director IT Director Marketing Human Resources Director of

of Finance (D) Director Director (F) Research (G)
(C) (E)
Accounts Production Sales Customer Services

Manager Manager (I) Manager (J) Manager (K)
(H)
(2) Read the text below, about different ways of organizing companies, and then label the diagrams, according to
which of these they illustrate:
(a) line structure (b) matrix structure (c) functional structure (d) staff structure
(1) (2)
(3) (4)
(3) Look at the chart below which shows the structure of the DSA Corp. Then complete the paragraph which
follows, using the words given.(subsidiary, be based in, parent co, be headed by, report to, consist of)
14
DSA
Financial Services Telecom Services Postal Services
OPQ Inc XYZ TEF PostCo
The DSA Corporation ①_______ three divisions. Financial Services, Telecom Services, and Postal Services. DSA
②_______ New York and comprises four ③ ______, OPQ Inc, XYZ, TEF, and PostCo. Each of these ④______ a
Senior Vice-President who ⑤______ the ⑥_______.
(4) The exercise is concerned with describing management hierarchy. The illustration below shows the
organization of KAF Inc. Study the organization chart, then complete the paragraph which follows, using the
correct form of an appropriate word or phrase from the box.
Chief Executive Officer
Board of Directors
Vice-President Vice-president Vice-President Vice-President

Finance Production Sales & Marketing Human Resources
3 Directors 3 Directors 2 Directors 1 Director
Exports Domestic Sales
(a) be responsible for (b) be in charge of (c) be supported by (d) support

(e) be accountable to (f) consist of (g) be headed by
KAF Inc is a building materials manufacturing company in Detroit. KAF ①_____ the Chief Executive Officer, ②_____
the Board of Directors, which ③_____four people. The staff in each of the four departments are ④_____ a Vice-
President who is also on the Board. In each department, a managerial team of directors ⑤_____the Vice-President. In
the Sales Department, one director ⑥_____exports, the other ⑦_____ domestic sales.
(5) Use the organigram to help you complete the following sentences:
1. The Finance Department _____ by the Finance Director.
2. It _____ _____ three sections.
3. _____ the monthly accounts, the Accounts section shares responsibility for the annual report.
15
4. The _____ section _____ four members of staff.

5. They are _____ not only for forecasts but also for the _____ _____.
6. The Salaries section, which _____ 10 staff, _____ _____ salary and wage payments.
7. _____ these payments, it also has responsibility for tax and _____ and _____ _____.
Finance Department
Accounts (8) Budgeting (4 ) Salaries (10)
Monthly accounts Forecasts Salaries / wage payments
Annual report Annual report Tax
New accounting Pension / health schemes

methods
(6) Read the job description. Write ONE word in each gap to complete the diagram.
_________(1)_________ ___Non-executive directors____ ____________(3)__________
_____Montebello_____ ____________(2) _____________ ____________(4)__________
________(5)________ ________(7) ________ _____VP Research_____ ________ (10) _______

________(6)________ ________(8) ________ _________(9) _________ _______Dawes ______
My name is Montebello and I’m a president and CEO. We have some excellent people on our board, including two
who are not involved in the day-to-day running of the company: Gomi and Jones.
My name is Smith and it’s my job to look after the accounts and balance the books. I work closely with Chang and
Roberts, as they tell me what their departments need for marketing and research, and I allocate them an annual
budget. My name is Dawes and I head up personnel, on the same level in the company as Chang and Roberts.
(7) After reading the text, complete the following organigram.
REORGANIZATION OF PERSONNEL DEPARTMENT.
The Personnel Department was reorganized at the beginning of the year. Lines of communication and responsibilities
were clarified under the new structure.
16
The Personnel Director kept overall responsibility for the department. However, instead of two large sections under
him, Administration and Planning, there were, in the new structure, four sections: Recruitment, Training, Payments and
Career Development. Each of these sections contains both administrative and planning functions.
The first section, Recruitment, has a staff of 10, headed by the Recruitment Manger. Besides internal and external
recruitment, their responsibilities include the writing of job descriptions and a share of the manpower planning. This
latter responsibility is also the concern of the Training section. It has a staff of five, including the Training Manager.
They are responsible for both in-house and external training at all levels within the company, from management
training for senior staff down to technical courses for the Works Department. The Payments section has a largely
administrative role but is also involved in planning and implementing new salary structure and bonus schemes.
The work of its staff of seven consists mainly, however, of administering the payment of wages, salaries and pensions
to present and former employees. Lastly, Career Department deals with employees’ career development from
recruitment to retirement. They have two staff who are responsible for updating computerized personnel records and
another two who work closely with the Training section on manpower planning. They are headed by the Manpower
Planning Manager.
________?_________
Recruitment {10} _________{ ? } _________{ ? } _________{ ? }
Internal & external Administration Updating

recruitment records
External training
IV. TYPES OF ORGANIZATION.

IV.1. INTRODUCTION.
In business, there are many legal forms of organization. The form of organization means the type of ownership. The
main differences between the types of ownership are in their ability to raise capital, the size and continuity of the
enterprise, the disposition of profits, and the legal obligations in the event of bankruptcy. Each form has certain
advantages and disadvantages.
IV.2. PRACTICE.
IV.2.1. MATCHING.
17
Match the different types of business with the definitions below.

a. subsidiary 1. a very large company with offices in many different countries.
b. limited company 2. a business that is owned by another larger company.
c. multinational company 3. a company which controls a smaller company.
d. parent company 4. a company which sells its shares to the public. The shareholders have limited
liability; they do not use their personal property to pay the company’s debt.
e. franchise 5. a business which has a license to use the name and sell the products or
services of a larger company which provides support.
f. partnership 6. a business owned and operated by a single person
g. sole proprietor 7. a business owned by two or more individuals.
h. freelancer 8. organization with social aims such as helping the poor / the sick.
i. non-profit organization 9. business activities owned by individual rather than by the state.
j. private (free) enterprise 10. business activities owned by the state.
k. joint-stock company 11. self-employed person
l. state-owned company 12. a business which is owned by the group of people who have shares in the
company.
IV.2.2. BLANK FILLING.
Now use these words to complete the sentences:
a. private enterprise b. family c. firm d. shareholders e. branches
f. sole proprietor g. partnership h. non-profit organizations i. self-employed j. multinational
k. directors l. charities m. privatized n. state o. volunteers
1. It’s a small _____business. My brother and I started it three years ago.
2. It’s a huge company. They have _____ in every major city.
3. The _____ are the people who oversee the running of a company.
4. She works for a _____ of solicitors.
5. The Government believes in _____, so they do a lot to help people starting new business.
6. As a limited company we have a responsibility to our _____.
7. A _____ consists of two or more people who share the ownership of a business.
8 Organizations for helping those in need or encouraging artistic activities are _____.
9. Businesses vary in size , from the _____ person working alone, through the small or medium enterprise (SME) to
the large _____ company with activities in several countries.
10. The form, which requires the least amount of capital and personnel is the _____. Sole means single, and the
proprietor is the owner.
11. Not-for-profit organizations are also called _____. They rely heavily on _____ or unpaid workers.
12. Some industries had been nationalized and were entirely _____-owned or government-owned such as air travel,
coal, electricity and telephone services.
13. The government believed that nationalized companies were bureaucratic and inefficient, and many of them were
_____ and sold to investors.
14. I work for myself. I have been _____ for ten years.
18
V. COMPANY PROFILE.
V.1. ORGANIZATIONAL CHART FOR A COMPANY.
THE BOARD OF DIRECTORS
Managing
Director
Production Marketing Manager Financial Manager Personnel

Manager manager
Fore- Maintenance Advertising Sales Customer Wages Recruit Training

men and Security Manager Manager Accounts Section -ment Officer
Officers Dept. Head Officer
Head
Shop floor Maintenance, Advertising Sales Accounts Wages Personnel

workers Security and Assistant Team Clerks Clerks Dept. Staff
Cleaning
Staff
V.2. PRACTICE.
V.2.1. MATCHING.
☺ Match the company departments on the left with the correct definition on the right.
1. sales A. is responsible for manufacturing goods
2. purchasing B. deals with recruiting new staff
3. planning C. deals with invoices and payments
4. research and development D. handles advertising and new product launches
5. quality control E. buys in products and services
6. production F. tries to develop new products
7. personnel G. make sure that standards are maintained
8. finance H. persuades people to buy the company’s products
9. distribution I. sets out a strategy for the company’s future
10. marketing J. transports goods to different places
11. packaging K. arranges courses for the staff
12. customer services L. puts the products in boxes and crates
13. training M. deals with customers’ problems and complaints
14. wages and salaries N. services the machines and equipment
15. maintenance O. creates the company’s image
16. public relations P. pay the staff
V.2.2. SENTENCE COMPLETION.

(1) COMPANY STRENGTH.
19
Choose the correct answer or answers to complete the following sentences.

1. We produce _____.
(a) high quality products (c) a high quality service
(b) a wide range of products (d) most of our parts from the U.S.
2. We provide _____.
(a) the market leader in communications (c) prices low compared with our competitors
(b) a high quality service. (d) some new branches in major cities.
3. We‘ve just opened _____.
(a) some new branches in major cities (c) sales representatives all over the world
(b) the most advanced technology (d) a lot of money in research and development
4. We do _____.
(a) local staff if we can (c) a lot of business abroad
(b) a lot of money in research (d) close contact (relationship) with the market / supplier.
5. We’ve just launched _____.
(a) sales representatives all over the world (c) a new program
(b) a rival product (d) some new branches in major cities.
6. We use _____.
(a) the most advanced technology (c) regular meetings with our colleagues and counterparts
(b) a lot of business abroad (d) prices low compared with our competitors
7. We are in ( We have) _____.
(a) some new branches in major cities. (c) lose contact (relationship) with the market / supplier.
(b) a lot of money in research and development. (d) sales representatives all over the world.
8. We hold _____.
(a) the most advanced technology (c) sales representatives all over the world
(b) most of our parts from the U.S. (d) regular meetings with our colleagues and counterparts.
9. We import _____.
(a) a high quality service (c) some new branches in major cities
(b) a lot of business abroad (d) most of our parts from the U.S.
10. We are negotiating _____.
(a) a lot of money in research and development (c) the final details of the contract tomorrow
(b) the market leader in communications (d) prices low compared with our competitors
11. The company headquarters have _____.
(a) a lot of money in research and development (c) an e-mail system, which helps the ideas fly around
(b) prices low compared with our competitors (d) more than one billion dollars annually on marketing
12. All managers attend _____.
(a) regular training courses (c) close contact with the market / supplier
(b) local staff if we can (d) the most advanced technology
13. Every employee receives _____.
(a) sales representatives all over the world (c) prices low compared with our competitors
(b) two or three weeks’ training (d) some new branches in major cities
20
14. We invest _____.

(a) regular training courses (c) a lot of money in research and development
(b) two or three weeks’ training (d) most of our parts from the U.K.
15. We employ _____.
(a) the final details of the contract (c) local staff if we can
(b) prices low compared with our competitors (d) regular training courses
16. We enter _____.
(a) a new country’s market after researching the culture thoroughly
(b) a lot of money in research and development
(c) more than one billion dollars annually on marketing
(d) an e-mail system, which helps the ideas fly around
17. We keep _____.
(a) prices low compared with our competitors (c) regular meetings with our counterparts
(b) the most advanced technology (d) the market leader in communications
18. We are _____.
(a) the market leader in communications (c) two or three weeks’ training
(b) close relationship with the supplier (d) a lot of business abroad
19. We spend _____.
(a) some new branches in major cities (c) more than one billion dollars annually on marketing
(b) sales representatives all over the world (d) the most advanced technology
20. We have got _____.
(a) sales representatives all over the world (c) the market leader in communications
(b) prices low compared with our competitors (d) more than one billion dollars annually on marketing
(2) CURRENT ACTIVITIES.

Choose the correct answer to complete the following sentences.
1. Is the research department _____ any new products or services ?
(a) developing (b) working (c) spending (d) going
2. We are _____ a new factory in Barcelona.
(a) working (b) building (c) going (d) spending
3. These products are _____ near the end of their life cycle.
(a) building (b) reorganizing (c) getting (d) taking on
4. The dollar is _____up.
(a) developing (b) introducing (c) expanding (d) going
5. The IT department is _____ a lot of money on new equipment at the moment.
(a) introducing (b) building (c) entering (d) spending
6. Philips are _____ their activities in China.
(a) building (b) expanding (c) calling (d) selling
7. Are they _____ any new markets ?
(a) taking on (b) going (c) entering (d) spending
21
8. Are they _____ any new facilities ?

(a) building (b) spending (c) recruiting (d) going
9. Are they _____ any joint ventures?
(a) storing (b) working in (c) taking on (d) importing
10. Are they _____ new staff ?
(a) spending (b) going (c) entering (d) taking on
11. Are they _____ new technology ?
(a) introducing (b) taking on (c) building (d) spending
12. Are they _____ any work systems?
(a) recruiting (b) going (c) spending (d) reorganizing
V.2.3. REWRITING.
Finish re-writing these questions using the word from the list below.
( turnover / value / employees / based / profits / manufacture)
1. Where is the head office of your company ?
Where is your ………..?
2. How many people work for your company ?
How many ………… there ? How many ………… got ?
What is ………….?
3. How much money did your company make last year ?
What was (were) your ………….?
4. How much is your company worth ?
What’s the ………… ?
5. What is the main activity of the company?
What does………….. ?
What kind of services …………?
V.2.4. LISTENING TASKS.

(1) You will hear six questions about two companies. Complete the following profiles.
Q and A SOFTWARE
Location Turnover
Main activity Pre-tax profits
Main country markets Value of the company
Employees
(2) The illustration below shows the organization of Comex Xpress. Listen to the training officer explaining the
company structure to some new employees. Then complete the chart below using the given words or phrase
from the box.
22
(a) Finance (b) Credit Controllers (c) Sales & Marketing (d) Export Clerks (e) Sales Manager (f) Personnel Manager
(g) Sales Rep (h) Chief Accountant (I) Human Resources (j) Account Clerks (k) After-sales Clerks (l) Recruitment Officer
(m) Pay Clerks (n) Julie Nicolson (o) Joshua Goldfinger (p) Sheila Barrett (q) Training Officer (r) Purchasing Officer
- Chief Executive Officer

- Mr. Bateman
- Production
- Plant Manager
- Tom Mc Ewan
- Technicians
- Maintenance Officers
- Quality Controllers
- Packaging &
Dispatch Clerks
(3) Now listen to interviews with some people and complete the chart.
Speaker Department Current projects
Frank Sending reminders to slow payers
Suzanne
Peter
Uschi
Rolando
Elke
(4) Listen to the speaker. Make notes on the company.
1. Employees : …………. 2. Subsidiaries : ………….

3. Turnover : …………. 4. Location of parent company : ………….
5. Number of products : …………. 6. Joint venture partner : ………….
23
unit 3. Describing trends.
I. FORMS
Trends are changes or movements. These changes are normally in numerical items, e.g. costs, production volumes or
employment. There are three basic trends:
For each trend there are a number of verbs and nouns to express the movement, We can divide the verbs into
transitive and intransitive. After a transitive verb we must put an object. After an intransitive verb we cannot put a direct
object.
①
VERBS NOUNS
TRANSITIVE INTRANSITIVE
Increase increase increase
raise Rise rise
put/push/step up go/be up
Grow growth
extend extension
expand Expand expansion
Boom boom
②
VERBS NOUNS
decrease decrease decrease
drop Drop drop
Fall fall
push/put down go/be down
Decline decline
cut cut
reduce reduction
collapse collapse
Slump slump
③
VERBS NOUNS
keep/hold…stable/constant remain stable stability
maintain…(at the same level) stay constant
24
④ Other expressions.
a. To stand at : we use this phrase to focus on a particular point, before we mention the trends of movements.
b. To reach a peak of
II. DESCRIBING THE RATE OF CHANGE & THE SIZE OF CHANGE.
Example 1. Turnover has increased rapidly
There has been a rapid increase in turnover.
Example 2. Turnover has increased noticeably.
There has been a noticeable increase in turnover.
An adjective describes a noun ( a thing )
An adverb describes a verb ( an action )
Write the appropriate adverbs for the adjectives below .
Speed or rate of change Size of change
Rapid Noticeable
Slow Substantial
Sudden Considerable
Sharp Slight
Steady Significant
Gradual Dramatic
Fast Negligible
Decide whether these words indicate a fast , medium or Decide whether these words indicate a small , medium or
slow change. large change.
III. DESCRIBING THE DIFFERENCE AND THE END POINT .

Notice the prepositions.
☺ Describing the difference.
We use "by" with the verb and "of" with the noun .
☺ Describing the end point.
We use "to" with the verb and "to" with the noun .
IV. PRACTICE .
IV.1. MATCHING.
Look at the graph. Match words in the first column with their opposites in the second column.
rose fell
to rise go down
a climb a decrease
an increase to decrease
to increase sharply
slightly to fall
go up a fall
25
IV.2. SENTENCE TRANSFORMATION.

Rewrite each sentence so that its meaning remains unchanged .
1. The share of physical mail in the communications market will decrease by 26% by 2011,
There ………………….……………………….
2. The share of physical mail in the communications market will decrease to less than 15% of the total market.
There ………………………………………….
3. The share of telephone and fax will hardly change by 2011,
The share of telephone and fax will remain …………….. .
IV.3. EXPLAINING RELATIONSHIPS.

IV.3.1. Make similar sentences for the following relationships.
Ratio 2:1 X is double/ two times/twice Y Ratio 1:2 Y is a half of / half X
Ratio 3:1 X is treble/ three times Y Ratio 1:3 Y is one/a third of X
Ratio 4:1 X is four times Y Ratio 1:4 Y is one/a quarter of X
Ratio 5:1 X is five times Y Ratio 1:5 Y is one/ a fifth of X.
1. middle-income countries - an annual increase of 6% ( domestic mail traffic).
Low-income countries : 2%
2. return on investment $2,000 - original investment $500
3. cable costs 2003 $500 per kilometer - cable costs 1999 $125 per kilometer
4. new system 48 channels - old system 24 channels.
5. the share of electronic mail 2000: 5 % - the share of electronic mail 2010: 10 %
IV.3.2. Graph drawing.

Draw graphs showing the following relationships.
1. The greater the number of channels, the lower the cost of transmission.
2. The greater the degree of network digitalization, the fewer the exchanges.
3. The higher the degree of automation, the lower the number of manual operators.
IV.4. READING.
26
IV.4.1. Transfer the information in this text to the pie chart that follows.
Company training expenditure.
In 2010, spending on training will increase inmost sections of the company although, as the figures make clear, the
amounts for Products and Line management will not be as high as in 2009. The former will have $33,000 allocated, the
latter $22,000. Personnel in Marketing and Research and Development department were often unable to take part in
in-service training in 2009 because of unusual heavy workloads. To compensate for this, we plan to make large
increases in their training budgets for 2010. $20,000 and $25,000 will be spent on Marketing and R&D respectively.
Finally, supervisory staff will have the same amount allocated as this year. Total expenditure will be increased by
$8,000.
2009
Marketing
Supervisory
staff 15,000
???
R&D
18,000
??? ???
24,000 35,000
2010
???
???
20,000
40,000
R&D
???
???
Product management
22,000
???
IV.4.2. Now look at this graph showing sales and complete the following sentences.
1. In February, sales increased ………………$80,000.
2. The following month, there was a further increase ………………$20,000.
3. In April, they remained constant………………$100,000.
4. In the next two month, they dropped……………….$40,000.
27
5. As a result of this fall, they were back ………………$60,000 in June.

6. The next three month saw a steady rise………………$120,000 in September.
7. This was followed by a dramatic fall …………………$40,000 in October.
8. Sales rose in December to finish the year ………………$100,000.
140000
120000
100000
80000
60000
40000
20000
J F M A M J J A S O N D
IV.4.3. Describing graphs.

(1) For questions 1-5, which chart does each sentence describe?
1. Interest rates decreased throughout the whole period.
2. Interest rates rose slightly and then remained stable.
3. Although slightly lower in February, interest rates remained high throughout the period.
4. At first, interest rates were stable but they fell sharply in April.
5. Interest rates continued to rise to a high point of 15%.
25 25
20 20
15 15
10 10
5 5
0 0
JAN FEB MAR APR JAN FEB MAR APR
Ⓐ Ⓑ
14 25
12
20
10
8 15
6 10
4
2 5
0 0
Ⓒ Ⓓ
28
25 20
20 15
15
10
10
5 5
0 0
Ⓔ Ⓕ
25 25
20 20
15 15
10 10
5 5
0 0
Ⓖ Ⓗ
(2) For questions 6-10, which chart does each sentence describe?
15% 20%
15%
10%
10%
5%
5%
0% 0%
2002 2003 2004 2002 2003 2004
Ⓐ Ⓑ
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%
2002 2003 2004
2002 2003 2004
Ⓒ
Ⓓ
20% 20%
15% 15%
10% 10%
5% 5%
0% 0%
2002 2003 2004 2005 2002 2003 2004 2005
Ⓔ Ⓕ
29
6. After a small increase in unemployment rate in 2003, there was a sharp fall in 2004.
7. Unemployment rate increased steadily from 2002 to 2004.
8. Unemployment rate dropped during 2003 but rose again in 2004 to exceed the 2002 rate.
9. Unemployment rate hardly changed throughout the period, except for a slight increase in 2003.
10. A steady fall in unemployment rate during 2003 and 2004 followed the sharp increase in 2002.
(3) Choose the graph (A-E) which best fits each sentence. You can use each graph more than once.
Ⓐ Ⓑ Ⓒ Ⓓ Ⓔ
1. The inflation rate has remained steady over the past year.
2. The Infotel share price has skyrocketed on news of the merger.
3. Aventi Corporation shares advanced to $2.80.
4. Exports to the US have stagnated over the past year.
5. Demand for cheap air travel has increased dramatically.
6. The CAC 40 has fallen recently but now seems to have bottomed out.
7. The trade surplus has been growing slowly but steadily over the past three years
(4) Questions 8-9 refer to the following tables.

8. First Quarter Sales Figures
This year ($ million) Last year ($ million) Two years ago ($ million)
Export Sales 46 48 38
Export sales (a) decreased sharply last year. (b) have fallen following a large increase.
(c) have risen for the last two years. (d) have increased sharply
9.
% GDP Growth (a) GDP growth has been decreasing in the past three years.
(b) GDP growth has been increasing in the past three years.
2003 2004 2005 (c) GDP growth dropped slightly but increased again in 2005.
93.1 92.4 102.3 (d) GDP growth increased slightly but dropped again in 2005.
IV.5. QUESTIONS & ANSWERS.

Ask and answer questions about the figures given in the following tables.
Figure 1. PROFIT AND LOST ACCOUNT (GRAPHIC IMAGES PLC)
THIS YEAR (£m) LAST YEAR (£m)
HOME SALES 189 175
EXPORT SALES 181 191
TOTAL SALES 370 366
COST OF SALES (254) (255)
30
GROSS PROFIT 116 111

DISTRIBUTION COSTS (17) (17)
ADMINISTRATIVE COSTS (35) (30)
PROFIT BEFORE TAX 64 64
TAX (23) (22)
PROFIT AFTER TAX 41 42
DIVIDEND (36) (34)
RETAINED PROFIT 5 8
Figure 2.
ROYSTON ( reduction in staff ) HARROW ( increases in staff )
NATURAL WASTAGE
Resigned 12 Employees transferring 30
Retired 4 New employees 20
Early retirement 8 Training scheme recruits 10
OTHER REDUCTIONS
Redundancies 26
Transferred 30
Dismissed --
Total reduction 80 Total Increase 60
Figure 3.
Region Last year This year Target Difference (%)
North 4,200 5,250 6,000 -12.5
West 5,400 7,300 7,000 +4.3
East 4,110 5,500 5,500 0
South-west 2,950 4,600 4,600 0
South-east 4,100 5,650 5,800 -2.6
Midlands 2,950 4,250 4,000 +6.25
Example 1: A. What’s happened to sales this year ?

B. They’ve increased / gone up / risen .
Example 2. How many workers have resigned?

How many staff have they taken on?
31
Example 3. A. How many units did they sell in the North last year?
B. They sold 4,200.
A. And how many have they sold this year ?
B. They’ve sold 5,250. They haven’t achieved their target.
Study the sales results in figure 3. Which regions

☺ have achieved their target ? ☺ have exceeded their target ? ☺ haven’t achieved their target ?
IV.6. LISTENING.
Listen to the conversation. Are the following statements true or false ?
1. T F Sales remained at 8000 units in January and February.
2. T F The Spring sales campaign began in May.
3. T F Sales increased to 7000 in March and rose by 1000 units in April.
4. T F Their competitors launched a rival product. Therefore, sales fell to 5000 units in May.
5. T F Sales fell to 1000 units in June.
6. T F Sales rose to 5000 units in July and then 6000 units in August because we raised
our discounts to the wholesalers.
7. T F Sales increased to 13,000 units in September.
8. T F Sales fell to 13,000 units in October because of the Christmas orders.
9. T F Sales went down to 6000 units in November because the Christmas orders stopped.
10. T F Sales stayed at 7,000 units until the end of the year.
32
unit 4. Work and motivation.
I. WORK AND RESPONSIBILITY.

I.1. READING.
You may have noticed that the statements above can be separated into two groups reflecting two very different ways
in which employers can treat their employees. These two approaches were summarized by a well-known American
theorist of the psychology of work, Douglas McGregor, who named them Theory X and Theory Y.
THEORY X AND THEORY Y.
In The Human Side of Enterprise, Douglas McGregor outlined two opposing theories of work and motivation. What he
calls Theory X, is the traditional approach to workers and working which assumes that people are lazy and dislike
work, and that they have to be both threatened (for example, with losing their job) and rewarded. It assumes that most
people are incapable of taking responsibility for themselves and have to be looked after. Theory Y, on the contrary,
assumes that people have a psychological need to work and want achievement and responsibility.
Later theorists argued that Theory Y makes much greater demands on both workers and managers that McGregor
realized. Abraham Maslow, for example, spent a year studying a Californian company that used Theory X, and
concluded that its demands for responsibility and achievement are excessive for many people. He pointed out that
there are always weak and vulnerable people, with little self-discipline, who need protection against the burden of
responsibility. Even strong and healthy people need the security of order and direction. Managers cannot simply
substitute Theory Y for Theory X. They have to replace the security provided by Theory X with a different structure of
security and certainty.
I.2. PRACTICE.
I.2.1. Read the following text and then classify the statements above according to which theory they support.
Statements 1 2 3 4 5 6 7 8
Theory
1. People dislike work and avoid it if they can.

2. Work is necessary to people’s psychological well-being.
3. People avoid responsibility and would rather be told what to do.
4. People are motivated mainly by money.
5. Most people are far more creative and ingenious than their employers realize.
6. People are motivated by anxiety about their security.
7. People want to be interested in their work and, given the right conditions, they will enjoy it.
8. Under the right conditions, most people will accept responsibility and want to realize their own potential.
I.2.2. Read the text again and select the best word (phrase) to complete the following sentences.
33
1. According to Theory X, employers have to threaten workers because _____.

(a) the threat of losing their jobs often makes people work better
(b) workers are scared of their employers
(c) workers want to be directed
(d) workers enjoy being treated like children
2. According to Theory Y, employers should give their workers responsibilities because _____.
(a) a responsible job is necessary to people’s psychological well-being
(b) employees need security at work
(c) employees hate work and they will try to avoid it whenever they can
(d) they will earn more money if they are given more responsibilities
3. Maslow criticized Theory Y because _____.
(a) this theory is impractical
(b) there are people who are unable to take on responsibility and self-discipline
(c) people are imaginative, creative and view work as being as natural as play and rest
(d) control and punishment are the only mechanisms to make people work
4. Maslow argued that even though they might want to be given responsibilities at work _____.
(a) they also require the security that comes from being given instructions
(b) they also ask for constant supervision
(c) they also need to be praised by their employers
(d) they also need opportunities for self-development
II. MOTIVATING PERSONNEL.

II.1. READING.
The word “motivation” determines so much about how we feel and perform in our professional life. How happy we are.
With what degree of enthusiasm or reluctance we begin each new day. How eager we are to get to work, or how much
we dread getting started. How often we look at the clock to see how many more hours we have ahead of us, or how
little time we have left to finish all the things we want to do. How happily or reluctantly we look forward to retirement.
How loyal we feel towards our boss and our employer.
Irrespective of what all the experts on motivation expound, there is no doubt that some aspects are more effective than
others, for most people most of the time. The following list does not attempt to prioritize. It is at best risky to prioritize
these elements because different people respond to different motivational impulses in different ways, and even the
same people will not always respond the same way if other circumstances change.
(1) trust (2) support
(3) responsiveness (4) respect
(5) financial considerations (6) power
(including non-cash related financial factors such as training
courses, travel, awards, entertaining)
(7) loyalty (8) communication
(9) title
34
II.2. PRACTICE.
The following questionnaire was given to staff at different levels in a number of companies. Fill it in by placing a √ next
to the six items which motivate you most in your work.
1 Job security 14. Feeling my job is important
2. Respect for me 15 Opportunities to travel
3. Adequate rest periods 16. Having a written job description
4. Good pay 17. Being praised by my boss
5. Pleasant working conditions 18. Being assessed
6. Chance to turn out quality work 19. Being involved in decision-making
7. Good atmosphere 20. Agreement with organization’s objectives
8. Sanctions for poor performance 21. Opportunity for self-development
9. Chance for promotion 22. Trust
10. Having a changeling, interesting 23. Good working conditions: enough space, light,
and creative job heat and time, not too much noise, and so on.
11. Good internal communication 24. Having a supportive supervisor
12. Not having to work too hard 25. Having a lot of freedom
13. An adequate wage or salary, and 26. Financial considerations
benefits such as paid holidays, sick (including non-cash related financial factors such
pay, a pension, health care, etc. as training courses, travel, awards, entertaining)
III. DESCRIBING YOUR JOB.

III.1. ASKING & TALKING ABOUT YOUR JOB.
☺ Two common questions to ask about someone’s job are:
What do you do?
Or What do you do for a living?
☺ You start your answer by explaining the general area in which you work.
Ex: I work in the tourist industry.
Responsibility.
….. is responsible for the day to day running of
…… is in charge of ……….
Position.
…….runs the agency in Paris.
. Over him/her there are ………..
Job. . There are………….under her/him.
. He reports to ………
…….deals with new customers.
…….looks after the machinery . She is responsible to ………….
…….sees to repairs.
Talking about your responsibility / jobs.

a. I am responsible for the day-to-day organization of the company.
b. I am in charge of the Personnel Department.
c. My job is to keep an eye on the day-to-day work of other workers.
d. I deals with new customers.
35
e. I looks after the machinery.

f. I takes care of customers’ accounts.
g. I represents the worker’s interests in disputes with the management in the company.
III.2. PRACTICE.
III.2.1. MATCHING.
(1) Match the beginnings of the sentence with the groups of endings below.
I’m a. an (oil) company
a firm of accountants
IBM
a(n) publishing / television company
I work for b. advertising
the (financial) sector.
the (fashion) industry.
the travel industry.
I work (am) in c. a consultant with a (software company)
in the (tourist) industry.
self-employed.
(2). Match the description with the area of work.

1. You work with computers and telecommunications. a. I’m in marketing.
2. You work for a big department store. b. I’m in IT.
3. You deal with insurance, pensions, loans, etc. c. I’m in financial services.
4. You are responsible for a company’s sales strategy. d. I’m in customer services
5. You deal with your company’s clients. e. I’m in advertising
6. You work for an advertising agency. f. I’m in retail
(3) Match the job description with the position.

1. The person who welcomes visitors and deals with their enquiries.
2. The person who deals with any problems with the staff.
3. The person who does general jobs in an office.
4. The person who assists the managing director.
5. The person who is responsible for selling the goods.
6. The person who is responsible for making the goods.
7. The person who is in charge of a team of workers.
8. The boss.
9. The person who runs the office day-to-day.
10. The person who is responsible for testing samples as the goods are produced.
11. The person who is responsible for looking after the staff’s interest.
36
12. The person who does hard, physical work.

13. The person who makes sure that all the doors and windows have good locks on them.
14. The person who gives information to the press, TV, etc. about the company.
15. The person who sells goods to the public.
a. admin d. PA g. security officer j. supervisor m. administrator
assistant (personal assistant)
b. personnel e. quality h. production k. public relations n. union
manager controller manager officer representative
c. receptionist f. managing director i. sales manager l. laborer o. sales assistant
III.2.2. SENTENCE COMPLETION.

Choose the best word to fill each gap.
1. My job’s so boring. It’s _____ thing day after day.

(a) the similarity (b) the same (c) same as (d) the difference
2. It’s so _____. I just sit there all day filling in forms.
(a) repetitive (b) repeatedly (c) repetition (d) bored
3. This job’s so stressful. It’s _____ me ill.
(a) doing (b) having (c) getting (d) making
4. I _____ it very challenging. It requires a lot of concentration and determination.
(a) find (b) think (c) guess (d) have
5. I want to do something a bit different. I wouldn’t like a regular nine-to-five _____.
(a) work (b) job (c) career (d) all of these
6. I work in advertising. The pay’s pretty good but there’s not much _____.
(a) job security (b) safety job (c) certainty job (d) security job
7. I’d go mad if I had to do a dead-end _____ like working on a supermarket checkout.
( dead-end: situation offering no prospects of progress )
(a) career (b) job (c) work (d) professional
8. I think I must stop traveling and get myself _____.
(a) a steady job (b) a fixed work (c) a surely occupation (d) a suitable work
9. I don’t want to _____ doing the same thing day in day out.
(a) see me (b) find myself (c) find me (d) see mine
10. I don’t want to be stuck _____ all day.
(a) behind a desk (b) before a desk (c) beside a desk (d) in front of a desk
11. I’m looking for _____. My present full-time job is too much for me at the moment.
(a) another work (b) part-time job (c) part-time work (d) all of these
12. She is very _____. She can adapt to most situation.
(a) passive (b) reliable (c) flexible (d) ambitious
37
13. He’s very _____. He’s never late for meetings.

(a) lazy (b) flexible (c) independent (d) punctual
14. He isn’t very _____. He takes a day off sick every two weeks.
(a) lazy (b) flexible (c) reliable (d) punctual
15. I haven’t got much _____. I always worry about what people think of me.
(a) self-confidence (b) self-respect (c) self-conceit (d) self-denial
16. I’m hoping to find some _____ while I’m at college – working in a bar or a shop.
(a) casual work (b) permanent job (c) full-time job (d) temporary career
17. He’s _____. He’s often here long after everyone has gone home.
(a) very boring (b) extremely ambitious (c) very flexible (d) extremely conscientious
III.2.3. QUESTIONS & ANSWERS.

1. How long do you spend : . talking to people?
. on the phone?
. working on your own?
. working with a computer?
. traveling?
(a lot of time / not much time / around (about) half my time / an hour a
day / two hours a week / less than half my time / more than two hours
a day …)
2. How often do you:
☺ work overtime? ☺ use English at work? ☺ travel abroad on business?
☺ entertain customers? ☺ have a holiday?
(every day/ once a week / twice a week / three times a month / every year..)
3. What time do you start work in the mornings?
4. And when do you finish?
5. How do you get to work?
6. How long does it take?
7. What do you do to relax in the evenings?
Note: Frequency.
Never hardly ever not often  sometimes  usually  always.
8. What are the advantages and disadvantages of your job?
. interesting work . length of holidays . flexibility of working hours
. salary or wages . fringe benefits . job security
. level of stress . level of job satisfaction . relationship with colleagues
. level of control over the work organization . pleasant working environment
9. Which of the factors above are most important for you?
10. Which qualities do you need to do your job successfully?
38
III.2.4. CLASSIFYING.
Read the following sentences about work conditions and then put them into the correct list below.
1. I do shift-work / I work (in) shifts
2. I may be on the day shift one week and the night shift the next week.
3. I can do overtime if I like.
4. They run a system of flexi-time.
5. I am on flexi-time.
6. I work from home and simply send my work over the internet.
7. I clock in at 8 every day and I’m at my desk till 5 p.m.
8. I work part-time (full-time).
9. I work very long hours.
10. We work a lot of extra hours or overtime.
11. I spend about half my time working with a computer. .
12. There are some good fringe benefits with this job for example, they make payments for my pension.
13. I’m taking a few days off next week. 25. I get paid a salary every month.
14. I get six weeks’ paid holiday. 26. I don’t earn very much.
15. I get private health insurance. 27. I get paid wages very week.
16. We also get perks, for example free meals. 28. We also get tips.
17. I get a company car / a company mobile phone… 29. It isn’t very well-paid.
18. They’ve got a good pension scheme. 30. I get a regular pay rise.
19. I work nine-to-five (regular day work). 31. I get a basic salary, plus commission: a percentage on
20. The company pays for medical treatment. everything I sell.
21. I’m hoping to get promoted next year. 32. If I sell more than a particular amount in a year, I also
22. I will get a higher position next week. get a bonus.
23. They give us a bonus at Christmas. 33. The people in production get a bonus if they reach their
24. I’m on a pretty good salary. targets.
Money Hours Benefits Promotion Holiday

(Ways of working)
III.2.5. LISTENING.
Look at the notes below. Some information is missing. You will hear a management consultant giving a business
studies lecture about MTF. For each question 1 – 20, fill in the missing information in the numbered space.
(1) Company name: __________________

(2) Location: __________________
(3) Main activity: __________________
39
(4) Date company started: __________________

(5) Turnover: __________________
(6) Company’s market position due to: __________________
(7) Planing to invest in: __________________
(8) Factor that plays a large part in the success of the firm: __________________
(9) Relationship between management and staff: __________________
(10) Basic pay: __________________
(11) Holidays: __________________
(12) Rewarding employees with: __________________
(13) Training programme has received: (from local government) __________________
(14) Benefiting from training scheme: __________________
(15) Management structure: __________________
(16) Promoting most of its managers from: __________________
(17) Promoting staff with good: __________________
(18) Investing a lot of money in: __________________
(19) Being confident about: __________________
(20) Business section needing improvement: __________________
40
unit 5. Human resources.

I. THE ROLE OF THE PERSONNEL DEPARTMENT.
I.1. READING.
(1)
Personnel refers to all the people who work for a firm. Most large companies have special personnel departments
which are responsible for employer-employee relations. The personnel department is a staff department, which
means that it is not directly involved with production, but that it provides a service to the managers. The most important
services which the personnel department provides are recruiting, that is, finding new workers or managers for the
company, deciding which applicants are most suitable for employment by the firm, and developing and implementing
personnel policies and procedures for the benefit of the company as well as the employees.
(2)
Most businesses continually need to recruit good personnel to replace workers who retire or quit and to fill new jobs
created when the company expands. After management has determined the goals of the company and the positions
needed, the personnel department must find qualified people to fill those positions. Depending upon management
policy and the nature of the position, recruiting may be done internally or externally. Internal recruitment means that
the person chosen for the position is selected from the current employees of the company. This is either by promotion
or transfer. Promotion means an employee receives a job with more authority and responsibility than his present job.
The employee usually expects to receive an increase in salary along with the new position. A transfer refers to a job or
department change for a worker. A transfer without promotion is a lateral transfer. It may involve different working
conditions or different hours. Companies that recruit internally often promote internally, which means that the
managers have worked their way up from lower positions. It may also mean that the company may hire new
employees only at lower positions.
(3)
External recruitment means that the company is looking for new employees from outside the firm. All companies do
some type of external recruitment. If they are looking for employees with special training or education, they will often
recruit at universities campuses. They make arrangements with placement office at the campus to interview graduating
students. Sometimes they are seeking top level managers who they will recruit from other firms, often from their
competitors. Other methods of recruiting involve the use of advertising in newspapers and professional publications,
and even paying a fee or commission to an executive placement service.
(4)
Most recruiting involves a job announcement containing a description of the job. The personnel department produces a
formal job description. If the firm is not well known, the job description may begin with some basic information about
the company and its products. This is usually followed by the title of the position the company wants to fill, for example,
Senior Design Engineer or Vice President in charge of Finance. Then the duties and responsibilities of the job are
given, as well as where that position fits in the organization chart (that is, who the person reports to and who the
person supervises). Next appear the qualifications for the job, such as the professional training or skills needed. The
salary and fringe benefits paid for by the company should also be mentioned. Finally, the job description will tell the
applicant exactly what to do if he is interested in the position.
41
(5)
The personnel department should have a method for choosing the best candidate from among the applicants for the
positions. In some companies this may involve testing prospective employees. Civil service or government jobs often
require applicants to compete with each other on written tests. Those applicants with the highest score are selected for
an interview. Other companies may assign points for certain items on the application form, such as experience or
education. They may then total the points and select the applicants with the highest totals. After the applicants have
been evaluated, the best qualified applicants are invited to an interview. In the interview the applicant’s personality and
ability to work with others may be judged.
(6)
Some people feel the most important function of the personnel department is the development of personnel policies.
For efficiency and fairness, a company should have a specific formal written procedure for dealing with its employees.
Otherwise, decisions must be made on a case by case basis, and this could adversely affect employee morale. These
procedures should state working conditions, salary scale and fringe benefits such as paid vacation, paid sick leave,
group insurance, pension and retirement plan – all things received in addition to pay. Part of the policy may also
include a procedure for notifying employees of openings or promotional opportunities. In addition, there is often a
procedure for handling grievances, which an employee can use if he feels that he has been treated unfairly by the
employer. All of these items may be part of a union contract between the employer and the employees who are
members of a union.
I.2. PRACTICE.
I.2.1. SENTENCE COMPLETION.
Select the answer which best completes the meaning of the sentence.
1. The personnel department must decide which applicants are the most suitable for ______.
a. benefits b. employment c. employee d. promotion
2. To fill the vacancy in the accounting department, they are seeking for the person who is best ______.
a. promoted b. competitive c. qualified d. authorized
3. The person being promoted receives more ______.
a. authority b. responsibility c. salary d. all of these
4. If a company is recruiting new employees, they might ______.
a. advertise in newspapers c. qualify for the job
b. promote a new employee d. none of these
5. Companies which recruit internally hire new workers ______.
a. at all levels b. at the managerial level c. at beginning levels d. all of these
6. The job description tells about a job opening at a company. It would most likely state ______.
a. the supervisor’s name c. what the applicant looks like
b. the duties and responsibilities d. the applicant’s name
7. As personnel director, he is authorized to issue employee identification. Issuing employee identification is one of
his ______.
a. authorities b. requirements c. qualifications d. responsibilities
42
8. The personnel policies should provide a method for settling employee grievances. An employee who has a
grievance ______.
a. may be promoted c. should fill out an application
b. will be fired d. thinks he was treated unfairly
9. The committee will base their decision on the applicant’s qualifications. This means they will decide whom to
______.
a. apply b. qualify c. authorize d. hire
10. The personnel department announces a promotional examination next week. This examination is intended for
______.
a. supervisors b. new recruits c. current employees d. competitors
I.2.2. QUESTIONS AND ANSWERS.

Answer the following questions.
1. What two methods do employers use to select applicants for an interview?
2. What can interviews reveal about the applicants?
3. What is a prospective employee?
4. Besides recruiting and choosing new workers, what is another important function of the personnel department?
5. Why does a company need to have a policy which is written down ?
What could be the result of not having an established policy?
6. What are fringe benefits?
7. Under what conditions are there grievances?
8. According to the article, what is one function of a union?
I.2.3. LISTENING & NOTE-TAKING SKILLS.

Listen to Paragraph 1 and 2 and write an outline of them.
I.2.4. REPHRASING WORDS.

Rewrite the following sentences. Replace the words in italics with expressions from the text which have the same
meaning.
1. The personnel department is a service department.
2. Businesses continually need to find good personnel to take the place of workers who quit because of old age.
3. If they are looking for managers, they might recruit from another company in the same business.
4. Often there is a policy for handling complaints about treatment.
5. Because of his accomplishments, he received a job with more authority and responsibility.
6. He was selected for the job because he had the best skills and abilities.
7. The policies describe what employees receive in addition to salary.
8. The job seekers with the highest scores will be selected for an interview.
9. This company looks for workers from outside the company.
10. He changed jobs from the accounting department to the personnel department.
43
II. JOB INTERVIEW.

II.1. INTERVIEW QUESTIONS.
When someone applies for a job they are usually required to send a CV and a cover letter. Some companies also
require applicants to fill an application form. The applicants are then screened and, in some cases, they are asked to
take an aptitude test such as typing test or a sales skills test. Occupational psychology testing is occasionally carried
out along with IQ tests and analyses of handwriting.
The next stage in the selection process usually involves an interview. The aim of the interview is to determine whether
the prospective employee:
Ø has the necessary qualifications for the job under consideration
Ø has the motivation to meet the company’s expectations
Ø fits the existing company culture
The interview is also the place where the prospective employee and employer look each other over. Just as the
individual is interviewed by the company so the company is also interviewed by the individual. Both parties are
therefore on their best behavior and may not be showing their true colors.
Various interview techniques may be used to find out what an applicant is really like:
(a) job knowledge questions are asked to find out whether the applicant possesses knowledge essential to the job
performance.
(b) job simulation questions ask the applicant to simulate some aspect of the job performance to see if he or she
understands the different facets of the actual task performance.
(c) situational questions evaluate the applicant’s reaction to a specific situation, either job-related or general.
(d) work willingness questions attempt to determine the applicant’s motivation and availability to work.
(e) open-ended questions encourage the applicant to open up and reveal attitudes and behavior which may
otherwise have remained hidden.
(f) stress interviewing puts the applicant under pressure by a variety of means. The rationale is twofold: firstly, her
or his façade may crack and the “real” person will appear; and secondly, it may be valuable to see how she or
he copes with stress.
II.2. PRACTICE.
II.2.1. INTERVIEW TECHNIQUES.
A. Classify the following interview questions under these headings:
(a) job knowledge questions
(b) job simulation questions or situational questions
(c) work willingness questions
(d) open-ended questions
(e) stress interviewing
(1) Tell me about the distribution network for luxury sportswear in South Eat Asia.
(2) You have two minutes to convince me I’m crazy
(3) Tell me something about yourself
(4) Sell me your tie
(5) What would you do if one of your salespeople wasn’t reaching the sales targets?
44
(6) Make me laugh

(7) What is important to you in a job?
(8) What are your main qualities?
(9) How much experience have you had using spreadsheets?
(10) How would you motivate a team of salespeople?
(11) What are your long-range goals?
(12) Judging by the way, I’d say you were somebody who never takes risks.
(13) How do you feel about working away from home for three months in the year?
(14) What is it you don’t like about me?
(15) How do you handle pressure?
(16) How do you feel after a failure?
B. Read through these interview questions. What kind of questions are they? For each sentence, decide which
type of question it is from the list below.
(a) conversation opening (friendly) questions
(b) questions about skills and qualifications
(c) questions about your personality
(d) questions about salary and working conditions
(e) questions about your ambitions
(1) Can you operate an IBM computer with Microsoft Windows?
(2) Are you a loyal person?
(3) What sort of job would you like in five years’ time?
(4) Do you want a job with a company car?
(5) What do you do during your free time?
(6) What things are you best at?
(7) Did you have a good journey?
(8) What grade did you get in your (word processing) exam?
(9) How much are you hoping to earn?
(10) What was the traffic like on the way here?
(11) Would you like to have the same job in ten years’ time?
(12) Was it easy to find our offices?
(13) Do you enjoy working with other people?
(14) Would you like a cup of coffee?
II.2.2. LISTENING.
You will hear an interview between a young woman who has applied for a position with a company and an officer of
the company. Listen to the interview and complete the information below.
Name Length of service
College major Present salary
45
School Position applied for

Year Expected salary
Present employer Previous experience
Duties
II.2.3. GAP-FILLING.
Insert the following words in the gaps in the text below:
(a) applicant (b) application (c) application form (d) apply
(e) candidate (f) curriculum vitae or CV (g) employment (h) interview
(GB) or résumé (US) agencies
(i) job description (j) job vacancies (k) references (l) short-listed
Many people looking for work read the (1) ________ advertised in newspapers by companies and (2) ________. To
reply to an advertisement is to (3) ________ for a job. (You become a (4) ________ or an (5) ________.) You write an (6)
________, or fill in the company’s (7) ________, and send it, along with your (8) ________ and a covering letter. You
often have to give the names of two people who are prepared to write (9) ________ for you. If your qualifications and
abilities match the (10) ________, you might be (11) ________, i.e. selected to attend a(n) (12) ________.
III. MANAGING PEOPLE

III.1. READING.
Today’s fast-moving business environment demands that the effective manager be both a well-organized administrator
and highly adept in understanding people’s basic needs and behavior in the workplace. Gaining commitment,
nurturing talent, and ensuring that people are motivated and productive require open communication, and trust
between managers and staff. In order to manage people successfully you need to master the fundamentals of
management techniques that will enable you to get the best out of the people who work for you, to know how, by
identifying and avoiding common problems, managers can turn potential failure into success for their organization.
The work of a manager can be divided into planning (setting objectives), organizing, integrating (motivating and
communicating), measuring, and developing people.
■ First of all, managers (especially senior managers such as company chairmen – and women – and directors) set
objectives, and decide how their organization can achieve them. This involves developing strategies, plans and
precise tactics, and allocating resources of people and money.
■ Secondly, managers organize. They analyze and classify the activities of the organization and the relations among
them. They divide the work into manageable activities and then into individual jobs. They select people to mange
these units and perform the jobs.
■ Thirdly, managers practice the social skills of motivation and communication. They also have to communicate
objectives to the people responsible for attaining them. They make decisions about pay and promotion. As well as
organizing and supervising the work of their subordinates, they also have to manage a business’s relations with
46
customers, suppliers, distributors, bankers, investors, neighboring communities, public authorities, and so on, deal
with any major crises which arise as well as take responsibility for innovation.
■ Fourthly, managers have to measure the performance of their staff, to see whether the objectives set for the
organization as a whole and for each individual member of it are being achieved.
■ Lastly, managers develop people – both their subordinates and themselves.
Although the tasks of a manager can be analyzed and classified in this fashion, management is not entirely
scientific. It is a human skill. According to some researchers, Intuition and ‘instinct’ are not enough; there are
management skills that have to be learnt.
III.2. PRACTICE.
III.2.1. GAP –FILLING.
Complete the following sentences with these words.
(a) achieved (b) manageable (c) communicate (d) innovations (e) individual job
(f) performance (g) resources (h) setting (i) supervise (j) assessing
1. Managers have to decide how best to allocate the human, physical and capital ______ available to them.
2. Managers – logically – have to make sure that the jobs and tasks given to their subordinates are ______.
3. There is no point in ______ objectives if you don’t ______ them to your staff.
4. Managers have to _____ their subordinates, and to measure, and try to improve, their ______.
5. Managers have to check whether objectives and targets are being ______.
6. Top mangers are responsible for the ______ that will allow a company to adapt to a changing world.
7. The standard approach to establishing self-management among staff is to define ______ requirements so that
employees can carry out the processes effectively.
8. When choosing methods of _____ your staff’s performance, always make sure that the end result has a positive
effect on motivation and increases people’s sense of self-worth.
III.2.2. CLOZE TEST.

Fill each the blank spaces with ONE suitable words.
Congratulations _____(1) joining the ranks of management. Your hard work had paid off, and now you have
responsibility for supervising the work _____(2) others to help your organization achieve its goal. While your expertise
and success in your work had likely contributed _____(3) your promotion to manager; you are probably aware that this
new position requires a different set of skills –skills _____(4) require effective interaction with other people at work.
These people include those you supervise, your peers, and the managers you report _____(5).
At the heart of managing _____(6) planning and communication. You will need to learn how to give feedback _____(7)
your employees to help them improve their performance _____(8) keep up the motivation, how to give great
instructions to get the results you’re looking for, how to build alliances, and how to listen to others, how to run meetings
_____(9) employees know will help them successfully work together, how to think strategically as well as tactically, and
so on. And while you may understand the theory of these things, it’s actually doing them _____(10) is the issue.
III.2.3. ERROR CORRECTION.
47
See how many of these errors you can find and correct.
1. “At the end, all management can be reduced on three words: people, product and profits. People come first.”
(Lee Iacocca)
2. “Strange as it sounds, great leaders gain authority by give them away.” (James B. Stockdale)
3. “The five steps in teaching an employee new skills is preparation, explanation, showing, observation, and
supervision.” (Harold Hook)
4. “It’s only as we develop others and we permanently succeed.” (Harvey S. Firestone)
5. Managing people can be an experience makes you feel really good about yourself as long as you understand that
it’s not a tidy, orderly, predictable business.
6. When somebody fails on a project, always consider the failure can be turned into a success or not.
7. Developing a personal rapport with your staff that may help you to recognize any changes in their behavior.
III.2.4. LISTENING.
Look at the notes below. Some information is missing. You will hear Peter Dudley, Chief Executive of the Thorpe
Group, giving a talk about his work to a group of business students.
For each questions 1-10, fill in the missing information in the numbered space using one or two words.
Peter Dudley
Chief Executive of the Thorpe Group
Length of service: (0) ……………………………………….
Peter Dudley”s first job: (1) ……………………………………….
At the office Peter Dudley reads: (2) ……………………………………….
The Thorpe Group has invested in: (3) ………………… and ……………….
The Thorpe Group will invest more in: (4) …………………………….. industry.
Some of their competitors concentrate on achieving (5) ……………………………………….
The Thorpe Group promise to customers: (6) ……………………………………….
The Thorpe Group encourages their staff to achieve: (7) ……………………… on investment.
The Thorpe Group staff follow rules to reduce: (8) ……………………for the customers.
The customers see the Thorpe Group as (9) ……………………………………….
Result of merger (with Chartwell Associates):
company will move to: (10) ……………………………………….
most things: (11) ……………………………………….
plans to invest in different areas of the market: (12) ……………………………………….
The Thorpe Group is a market leader because of: (13) ……………………………………….
The Thorpe Group recruits staff who work well in: (14) ……………………………………….
A financial background is not essential since they train staff in: (15) ………………………….. they need.
48
unit 6. Marketing and sales.

I. READING.
(1)
The terms “market” and “marketing” can have several meanings depending upon how they are used. The term “stock
market” refers to the buying and selling of shares in corporation as well as other activities related to stock trading and
pricing. The important world stock markets are in London, Geneva, New York, Tokyo, and Singapore. Another type of
market is a grocery market, which is a place where people purchase food. When economists use the word “market”
they mean a set of forces or conditions that determine the price of a product, such as the supply available for sale and
the demand for it by consumers. The term “marketing” in business includes all of these meaning and more.
(2)
In the past, the concept of marketing emphasized sales. The producer or manufacturer made a product he wanted to
sell. Marketing was the task of figuring out how to sell the product. Basically, selling the product would be
accomplished by sales promotion, which included advertising and personal selling. In addition to sales promotion,
marketing also involved the physical distribution of the product to the places where it was actually sold. Distribution
consisted of transportation , storage and related services such as financing, standardization and grading, and the
related risk.
(3)
The modern marketing concept encompasses all of the activities mentioned, but it is based on a different set of
principles. It subscribes to the notion that production can be economically justified only by consumption. In other
words, goods should be produced only if they can be sold. Therefore, the producer should consider who is going to
buy the product – or what the market for the product is – before production begins. This is very different from making a
product and then thinking about how to sell it.
(4)
Marketing now involves first deciding what the customer wants, and designing and producing a product that satisfies
these wants at a profit to the company. Instead of concentrating solely on production, the company must consider the
desires of the consumer, and this is much more difficult since it involves human behavior. Production, on the other
hand, is mostly an engineering problem. Thus, demand and market forces are still an important aspect of modern
marketing, but they are considered prior to the production process.
(5)
Because products are often marketed internationally, distribution has increased in importance. Goods must be at the
place where the customer needs them or brought there. This is known as place utility; it adds value to a product.
However, many markets are separated from the place of production, which means that often both raw materials and
finished goods must be transported to the points where they are needed.
(6)
Raw materials requiring little or no special treatment can be transported by rail, ship, or barge at low cost. Large
quantities of raw materials travel as bulk freight, but finished products that often require special treatment, such as
refrigeration or careful handling, are usually transported by truck. This merchandise freight is usually smaller in volume
and requires quicker delivery. “Merchandise freight” is a term for transportation of manufactured goods.
49
(7)
Along all points of distribution channel various amounts of storage are required. The time and manner of such storage
depends upon the type of product. Inventories of this stored merchandise often need to be financed.
(8)
Modern marketing is therefore a coordinated system of many business activities, but basically it involves four things:
(1) selling the correct product at the proper place, (2) selling it at a price determined by demand, (3) satisfying a
customer’s need and wants, and (4) producing a profit for the company.
II. PRACTICE.
II.1. REPHRASING IDEAS.
Find sentences from the text which have the same meaning or express the same general idea as the sentences below.
1. Shares of stock market are traded on the stock exchange where market forces determine the price.
2. The grocery market is the location where the buying and selling of food takes place.
3. Economists believe that if many people desire a product which is not available in great quantities, the price will
increase.
4. In the past the most important function of marketing was sales.
5. Marketing used to be the job of thinking about how to sell the product.
6. People will buy a product if it is promoted by salesmen and if the company advertises it.
7. Part of marketing is delivering the merchandise to the stores where people shop for it.
8. Food products are classified into groups according to their size and quality. Eggs and meat are graded according
to government standards.
9. Modern marketing includes many activities, but it is based on a different concept.
10. Modern marketing is based on the idea that goods cannot produced for profit unless someone will buy them.
II.2. REPHRASING WORDS AND EXPRESSIONS.

Rewrite the following sentences. Replace the words and expressions in italics with expressions from the text which
have the same meaning.
1. When economists use the word “market”, they mean conditions which “set” the price of a product, for example, the
“amount” of product available for sale and the “desire” for the product on the part of “customers”.
2. In the past the concept of marketing “considered selling most important”.
3. Marketing used to be the “activity of determining” how to sell the product.
4. Marketing also involves the “transportation” of the product to places where it was actually sold.
5. Distribution consists of transportation, “warehousing”, and related services such as “providing credit” and “ensuring
uniformity of size and quality”.
6. The modern marketing concept “includes” all of the activities mentioned above.
7. It “believes” that production can be economically justified only “through sales to willing buyers”.
8. Marketing now involves first “determining” what the customer wants, and then “planning” and producing a product
to “fulfill” those wants.
9. Many markets are “a great distance” from the place of production.
10. “A shipment of finished products” is usually “less bulky” and requires quicker delivery.
50
II.3. MATCHING
Match the word below with the definition indicated in the exercise given above.
1. stock exchange a. consider most important
2. market forces b. distribution
3. desire c. methods to increase sales, like advertising
4. delivering d. amount available for sale
5. concept e. supply and demand
6. consumers f. place to buy and sell shares of corporations
7. promotion g. notion
8. consumption h. purchase
9. supply i. customers
10. emphasize j. demand
II.4. COMPREHENSION QUESTIONS.

Now listen to paragraph 1 through 4. The following questions can be answered as you listen to the text.
1. In paragraph 1 there are examples of three types of markets. What are they?
2. In general, what is said about the term “marketing”?
3. In paragraph 2 the author mentions two aspects of marketing. What are they?
4. What are two activities of sales promotion the author mentions in the second paragraph?
5. What are three aspects of distribution?
6. Give three examples of related services?
7. How does the beginning of paragraph 3 contrast with the first sentence in paragraph 2?
8. How does modern marketing differ from the past ideas and practices of marketing?
9. According to paragraph 4, what effect does the theory of modern marketing have on production decisions?
10. What makes solving marketing problems more difficult than solving production problems?
II.5. ANALYTIC QUESTIONS

Paragraphs 5, 6, and 7 discuss the practical side of traditional marketing activities of distribution and related services.
Answer the following questions about paragraph 5, 6, 7, and 8.
1. What activity of marketing deals with the need for goods to be at the place where customers can use them?
2. How does distribution add to the value of the product?
3. List three characteristics of bulk freight transport?
4. What type of freight is best suited for bulk transport? Give specific examples.
5. How does the cost of rail freight compare with truck freight?
6. Is financing more important for finished products than for raw materials?
II.6. SENTENCE COMPLETION 1.

Select the best answer to complete each of the following sentences.
51
1. In the past the main objective of marketing was sales promotion. Marketers were people who ______.
(a) bought and sold stock (b) consumed
(c) tried to sell products (d) supplied and demanded
2. The word “market” can have several meanings. A person who wants to buy food uses the word to indicate ______.
(a) standardization and grading (b) a place where groceries are for sale
(c) sales prices (d) supply and demand
3. Modern marketing aims to satisfy the wants of the consumers. Marketing personnel should consider first of all
______.
(a) how to advertise the product (b) what products the customer desires
(c) how to distribute the product (d) engineering problems
4. Marketing is an important consideration for ______.
(a) the consumer (b) the distributor (c) all aspects of production (d) the salesman
5. Raw materials can be transported in bulk at low cost. Finished goods which sometimes require special treatment
usually are shipped by truck. Transportation by truck is probably ______.
(a) what the customer wants (b) the best marketing method
(c) slow (d) more expensive
6. Demand and market forces are considered prior to production. Before designing and producing the product,
companies consider ______.
(a) the supply of consumers (b) the desire by consumers to purchase a product
(c) distribution to the consumers (d) all the marketing activities
7. Between the producer and the consumer certain goods are stored along the way because there may be great
distances between the point of production and the point of sale. Storing along the distribution channel ______.
(a) is suitable for all products (b) makes quicker delivery to consumers
(c) does not add to the cost of the product (d) makes standardization and grading necessary
8. Economists use the word “market” to refer to a set of forces or conditions which determine the price of a product.
This particular meaning of the word “market” ______.
(a) has no effect on the stock market (b) is not important for people who are not economists
(c) describes in general how prices are determined (d) considers only demand, but not supply
9. Among other things, modern marketing considers selling the correct product at the proper place. This means that
______.
(a) place utility and consumer demand must be considered
(b) advertising will help increase sales
(c) distribution is more important than product design
(d) if a product is for sale, someone will buy it
10. Modern marketing is a coordinated system of business activities because ______.
(a) it involves solving design problems to meet consumer demands
(b) it involves having the product at the right place at the right time
(c) it considers the profitability of the company
(d) all of the above
52
II.7. DEFINING KEY TERMS.

Match the following key terms with their definitions :
1. end user 5. wholesaler 9. commission 13. custom- made 17. retailer 21.spot
2. marketing 6. promotion 10.couponing 14. public 18. slogan 22.point-of

relations purchase
3. trademark 7. advertising 11.wholesale 15. marketing research 19. premium display
4. publicity 8. warehouse 12.sales force 16. market share 20. brand 23. trade show
DEFINITIONS
a. Those business activities that direct the movement of goods and services from producers to consumers or
users. This includes product planning and design, sales, promotion and advertising, distribution , and pricing.
b. Firms that sell directly to the public.
c. Firms that sell products to other firms for resale or for industrial use .
d. The sale of goods in large amounts to jobbers or retailer, rather than directly to consumers.
e. A fee, frequently based on a percentage of the sales price, paid to agents or sellers acting for others in
commercial transactions.
f. The promotion of a good reputation with the public.
g. Any name , sign, or symbol used to identify the products of a firm .
h. Brand that has been given legal protection so that its owner has exclusive rights to its use.
i. Facility for storing stocks or supplies or finished products.
j. Advertising or display materials set up at a retail location to encourage sales of an item.
k. Those persons engaged in selling the products of a particular organization.
l. The systematic gathering , recording, and analyzing of data about problems relating to the marketing of goods
and services.
m. Distribution of certificates that entitle buyers to a discount on a particular item.
n. Unpaid media coverage of news about an organization.
o. Proportion of the market controlled by a specific company or product.
p. The final customer .
q. Any communication for purposes of selling a product or service, including advertising, personal selling, and
publicity.
r. The practice of calling public attention to product or service by paid announcements, usually in newspapers and
magazines or on television or radio.
s. Designed to specification for an individual customer.
t. A prize or bonus given as an inducement to purchase products or to use services.
u. A brief catch-phrase or motto adopted for advertising a product, service, or company.
v. A brief announcement, usually a radio or television advertisement or commercial .
w. Industry gathering in which producers set up displays and demonstrate products to potential customers.
53
II.8. GAP- FILLING.

(1) Fill the gaps in these sentences with ONE suitable word.
1. ______ is the creative process of satisfying customer needs profitably.
2. ______ consists of ‘the four P’s’: providing the customer with the right ______ at the right ______, presented in
the most attractive way (______) and available in the easiest way (______).
3. A ______ is not just an assembled set of components: it is something customers buy to satisfy a need they
feel they have. The image and the design of the ______ are as important as its specification.
4. The product must be ______ so that it competes effectively with rival products in the same market.
5. “What is meant by ‘S.W.O.T’?” “A firm should be aware of its “______” and “______” and the “______” and “______”
it faces in the market place.”
6. ______ is all the activities supporting the sale of a product. The product is presented to customers through ______
(TV commercials, posters, etc), ______ (design, labels, etc), publicity, P.R. and personal selling.
7. ______ includes such factors as distribution channels, locations of points of sale, transport , etc. Your product must
be available to customers through the most cost-effective channels of distribution. A consumer product must be
offered to end-users in suitable retail outlets, or available on hire ______ or by mail order.
8. “Why are firms becoming more ______-orientated and less production-orientated?” “Because new products
must be created to meet the changing patterns of customers’______ – a firm can’t rely on the success of its
existing range of products. The customer and his or her needs must come first!
(2) WAYS OF PROMOTING YOUR PRODUCT.
There are many ways of attracting customers to your product and keeping your brand name in the public eye. Fill the
gaps with suitable words from the list below.
a. sponsorship b. personal selling c. point of sale advertising d. publicity
e. sales literature f. showrooms g. trade fairs & exhibitions h. packaging
i. word of mouth j. public relations k. telephone sales
1. Brochures, leaflets and catalogues can describe your product in more detail and Sales literature
give more information than an advertisement. Potential customers can be sent
direct mail.
2. Displays in retail outlets (supermarkets, chain stores, etc.) can attract the attention ______________
of potential customers.
3. Labels and presentation increase the impact of your product. ______________
4. You can contribute to the cost of a sporting or artistic event, where your brand name
or logo is displayed prominently. ______________
5. Potential customers can come to your premises and see a display or a
demonstration of your products and get hands-on experience. ______________
6. Your company takes a stand or mounts an exhibit to enable customers to see your
products and talk to your representatives. ______________
7. The public are informed of a new development through newspaper articles. You can
inform the press by issuing press releases. ______________
54
8. PR can ensure that your firm keeps a high profile, and that people are aware of your
good reputation and image. ______________
9. Existing customers tell their friends or colleagues about your product and hopefully
recommend it to them. ______________
10. Your staff can call customers, or customers can call a toll-free number to request
sales literature or ask for information. ______________
11. Your rep can visit customers: this is the most effective method of promotion, but
also the most expensive. ______________
(3) CLOZE TEST.
Anyone _____ (1) has contact with customers is a sales person – that includes the telephonist who answers the phone
and the service engineer who calls to repair a machine. So that probably includes you !
The relationship _____(2) a sales person and a client is important: both parties want to feel satisfied with their deal and
_____ (3) wants to feel cheated. A friendly, respectful relationship is more effective _____(4) an aggressive, competitive
one.
A sales person should believe that his product has certain advantages _____ (5) the competition. A customer wants to
be sure that he is buying a product _____ (6) is good value and of high quality
No one in business is going to spend his company’s money _____(7) something they don’t really need ( unlike
consumers, who can some-times be persuaded to buy ‘useless’ products ).
Some sales people prefer a direct ‘hard sell’ approach, _____(8) others prefer a more indirect ‘soft sell’ approach.
_____(9) approach is used, a good sales person is someone who knows _____(10) to deal with different kinds of
people and _____(11) can point out how his product will benefit each individual customer in special ways.
A successful sales meeting depends on _____(12) the sales person and the customer asking each other the right sort
of questions
II.9. SENTENCE COMPLETION 2.

(1) TERMINOLOGY.
Choose the best word to fill each gap.
1. Please take one of these _____ describing our new product.
(a) leaflets (b) trademarks (c) brands (d) slogan
2. There’s a full description of the product on the _____.
(a) design (b) label (c) trademark (d) slogan
3. We are about to _____ a new product.
(a) satisfy (b) launch (c) do (d) stop
4. You can buy this product in any supermarket or ____.
(a) chain store (b) newspaper (c) display (d) commercial
5. Retail outlets are being encouraged to use this window ____.
(a) shopping (b) trademark (c) slogan (d) display
55
7. Which of the ____ should we place our advertisements in?

(a) media (b) logo (c) brand (d) budget
8. I think you’ll like our new ____ on the wall outside.
(a) outlet (b) poster (c) media (d) key accounts
9. Our product compares very well with nationally advertised ____.
(a) media (b) slogans (c) brands (d) consumers
10. According to a recent ____, 45.9% of consumers prefer not to buy imported goods.
(a) survey (b) consumer (c) trademark (d) market
11. I saw the product ____ in a magazine.
(a) manufactured (b) advertised (c) served (d) bought
12. Which ____ do our products sell best in?
(a) poster (b) newspaper (c) magazine (d) region
13. Compaq and Macintosh are both famous ____.
(a) trademarks (b) logos (c) commercials (d) designs
14. Consumers must be fully aware of the ____ of a product.
(a) markets and processes (b) retailers and wholesalers
(c) opportunities and threats (d) features and benefits
15. Demand for many products may ____ according to the season.
(a) fluctuate (b) forecast (c) order (d) market
(2) PREPOSITIONS.
Select the best word(s) to complete the following sentences.
1. Does anyone in the department _____ “The Economist”?
(a) superior to (b) subscribe to (c) specialize in (d) withdraw from
2. There’s no point in _____ money _____ radio commercials
(a) wasting – on (b) submitting - to (c) specializing – in (d) sharing – with
3. One of the factors that we should _____ is the size of the market.
(a) subscribe to (b) be valid for (c) take over from (d) take into consideration
4. You should _____ a copy of the report _____ head office.
(a) submit – to (b) share – with (c) specialize – in (d) waste – on
5. I think we should try to _____ our contract.
(a) superior to (b) withdraw from (c) submit to (d) waste on
6. We believe that our product is _____ theirs.
(a) interested in (b) superior to (c) similar from (d) aware of
7. Can I _____ some of this work _____ you?
(a) concentrate – on (b) remind – of (c) spend – on (d) share – with
8. Their agency _____ public relations.
(a) specializes in (b) borrows from (c) submits to (d) superior to
9. This guarantee seems to be _____ every country except ours!
(a) responsible for (b) valid for (c) inferior to (d) different from
56
10. I’ll _____ you if you need a break.

(a) believe in (b) take over from (c) submit to (d) subscribe to
II.10. REWRITING.
Rewrite each sentences so that its meaning remains unchanged.
1. Our product is the cheapest on the market.

No other product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2. Our product is the least expensive on the market
All the other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3. There are fewer competing brands on the market nowadays than ten years ago.
There aren’t as many . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4. One third of consumers prefer their product to ours.
Three times as . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5. All other features of the product are more important than its colour.
The least . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6. Both the price and the design are equally important to our customers.
The price is just as . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7. Our product costs slightly less than theirs does.
Their product costs a little . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8. Their product is nothing like as attractive as ours, we feel.
Our product is far . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9. It’s a bit more difficult to service the new model than the old one
It isn’t quite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10. Their product is not as reliable as ours.
Our product is . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
11. Our product is more widely available than most of the competing brands.
Most of the . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12. Price is not as important as quality, as far as our customers are concerned.
Quality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ..
57
unit 7. Promotion.
I. READING.
(1)
Promotion is the aspect of marketing concerned with increasing sales. Marketing must be considered in making
production decisions, and promotion must be considered in the overall marketing process. Promotion attempts to
persuade and influence the customer’s attitude in various ways. It is oriented toward producing a customer for the
product rather than a product for the customer. Economists believe price should be determined by supply and demand.
Promotion attempts to increase demand for a product, (which is represented graphically as a shift in the demand curve
– the demand curve expresses the relationship between price and the quantity demanded) and thereby increase sales.
It wants to make the demand for a product inelastic when prices increase and elastic when prices decrease. In other
words, through promotion, companies try to keep demand and sales constant when prices increase. They do not want
an increase in the price of their product to result in lower sales, instead they want it to result in an increase in profits.
However, if the price decreases, they want demand for the product to increase, hoping that an increase in sales
volume will offset the decrease in price.
(2)
Three main promotional activities are advertising, personal selling, and sales promotion. Advertising is non-personal
presentation of goods, services, or ideas aimed at a mass audience. It is particularly suited for products that are widely
distributed, such as convenience goods. There are several methods of advertising and several media. The method
selected depends upon the product, the distribution of the market, and the type of information which the company
wishes to convey about its product. For example, television advertising reaches a large audience. It has the advantage
of appealing to the emotions of the audience through the senses of sight and sound. Television advertisements are
expensive to produce and must be repeated thousands of times in order to justify the cost of production. Newspaper
advertisements on the other hand can appear on a particular day in a particular geographic area. A newspaper
advertisement can contain a lot of written details that appeals to the logic of the reader. It explains why he should
purchase a particular product or service.
(3)
In general, advertising works best when the demand for a product is increasing. It also works well when there are real
differences between two or more similar products such as the different types of cars. Using advertising, a company
can emphasize the differences between its product and that of the competition. The purpose of advertising is to
communicate information that convinces a customer to buy a specific product.
(4)
Personal selling involves a salesperson trying to convince customers directly to buy a product. Personal selling is very
effective when there is a concentrated market for a product – in other words, the product is not for general
consumption by the public. For example, airplanes are purchased only by airlines, not by the general public. There
would be little point in advertising them on television. The same is true for many industrial goods. A sales
representative usually goes a commission. If the product has a high unit value, in other words each individual item is
very expensive, the cost of the product justifies the commission paid to the sales representative for his or her work. If
the product must be individually tailored to the purchaser, the salesperson must be able to sell exactly what the
58
customer needs. Sales staff are also needed to demonstrate a product. This is particularly important for new products
which may be unfamiliar to the customer. Finally, personal selling is necessary when there is negotiation about the
price of the product, for example, when a trade-in is involved.
(5)
Sales promotion involves several activities. It is becoming increasingly important in the self-service environment where
there is often no sales staff. Sales promotion activities are of two types: information and stimulation. Examples of
information promotion are a pamphlet or booklet about the product, a demonstration, market research information
telling about the nature of the customers, and dealer training and managerial advice from producers. Stimulation
promotion can be accomplished by the distribution of free samples, reduced price promotion, premiums, and coupons.
A premium is something that the customer receives as a bonus when he purchases a product. For example, a
customer purchasing a razor might receive a free package of razor blades. A coupon is a certificate which entitles the
customer to purchase the product at a reduced price. Sales promotions also involve displays of the products. Displays
can increase sales as well. A customer might make a decision to buy a particular product like a convenience item
simply on the basis of a display that makes the item easy to see and reach.
(6)
Basically there are two ways to increase sales of products: find new markets and increase market share. A company
seeking new markets can expand its geographical sales area or try to sell its product to a different segment of the
population. In this case promotion may involve increased advertising to spread information about the product. Personal
selling at the wholesale level can encourage additional retailers to carry the product.
(7)
A different market situation requires a different method of promotion. When a market is saturated, it means that there
are no new customers to be found. A company then needs to lure customers from the competition and gain a greater
share of the total market. To increase market share, the marketing department of a company must design a total
program of promotion for a particular product. Such a program may involve increased advertising to remind the
customer of the name of the product. In advertising the company will also emphasize the superiority of its product by
comparing with the competition’s product. A program to increase market share may also include convincing a retailer
to allow more shelf space in the store for the product. Sales promotion may include contests, coupons, and price
discounting. Increasing market share involves more stimulation of the buyer’s emotion than does finding new markets
where simply furnishing information about the product may increase sales.
II. PRACTICE.
II.1. SENTENCE COMPLETION.
Select the best word (phrase) to complete the following sentences.
1. Promotion attempts to increase demand for the product. Effective promotion therefore ______.
(a) increases sales (b) decreases supply
(c) aims at a mass audience (d) decreases prices
2. Promotion should shift the demand curve so that ______.
(a) supplies increase (b) consumers want to buy the product more than before
(c) prices increase (d) demand stays constant
59
3. If the demand for the product is inelastic, when prices increase ______.
(a) customers continue to buy the product even at higher prices
(b) increased prices result in fewer sales
(c) increased prices result in more sales
(d) the supply available for sale is increased
4. If customers increase purchases of the product when prices decrease, ______.
(a) sales volume increases
(b) the demand is elastic
(c) increased volume may offset lower prices
5. Advertising is aimed at a mass audience. Advertisers hope ______.
(a) that it will be convenient for the customer to purchase the product
(b) that a very great number of people will see or hear their message
(c) that reducing prices will increase sales
(d) to sell similar products
6. Television and radio are examples of advertising media. A newspaper ______.
(a) must be widely distributed in order to be useful for advertisers
(b) is a different type of medium
(c) cannot tell you what day the advertisement will appear
(d) usually cannot convey detailed information about the product
7. Television advertisements are usually very expensive to produce. Because of their cost ______.
(a) they should not be used to promote convenience goods
(b) they usually appear only on a certain day in a certain area
(c) they are especially good for expensive products like airplanes
(d) they must be shown thousands of times
8. Personal selling refers to a sales representative who persuades a customer to buy a product. It is very effective
when ______.
(a) the product must be custom designed for the customer
(b) the number of customers is small and the sales staff know who they are
(c) the product needs to be demonstrated to the customer
9. A commission refers to a fee which the salesperson receives for making a sale. A commission is usually based on
a certain percentage of the sales price. Sales staff probably ______.
(a) prefer to sell expensive or big ticket items since their commission will be greater
(b) prefer to sell convenience items since customers purchase them frequently
(c) can afford to advertise on television to demonstrate their product
(d) are unable to negotiate the price of the product
10. In a self-service store the customer usually selects merchandise personally and then brings it to a cashier to pay
for it. Self-service stores ______.
(a) could probably increase sales if they used personal selling
60
(b) can stimulate sales by the proper use of displays and other sales promotion devices
(c) cannot use advertising effectively
(d) usually sell only convenience items
11. Sales promotion activities include those which provide information to customers and those which stimulate them to
purchase particular products. Customers receive information about products through ______.
(a) coupons (b) pamphlets (c) premiums (d) discounts
12. A customer can be stimulated to make a purchase through ______.
(a) a free sample (b) an attractive and convenient display
(c) a reduced price (d) all of the above
13. Increasing sales means getting more customers for your product. You can get more customers to buy your product
by finding new markets. A method of expanding the market might be ______.
(a) to sell your product in other cities and states
(b) to sell your product to people who do not now purchase your product or a similar product
(c) advertising to tell more people about your product
14. You can also get more customers for your product if they switch from a competing brand to your own. To do this
requires ______.
(a) only getting more products on the shelves at the store
(b) giving more information about your product
(c) saturating the market
(d) designing a total program according to the product and the market
15. The promotional activities of a company can best be carried out ______.
(a) if a complete advertising program is designed
(b) if dealers are properly trained
(c) if demand for the product is increasing
(d) if it is considered as part of the total marketing process
II.2. LISTENING COMPREHENSION

Listen to paragraphs 2, 3 and 4 and answer the following questions:
1. Which promotional activity is best suited for convenience goods?
2. Who should receive the advertiser’s message?
3. When selecting a medium, what are two things which should be considered?
4. Which medium appeals through sight and sound?
5. Why are television advertisements repeated so often?
6. What medium can provide detail?
7. Who does personal selling?
8. Provide an example of a product sold through personal selling.
9. What is paid to the sales staff?
10. Suggest two services besides personal selling that the sales staff can perform.
61
II.3. OUTLINING.
Listen again to paragraphs 2, 3, 4 and 5 and make an outline of them
II.4. READING COMPREHENSION

(1) In trying to remember what we read it is useful to notice the general organization of the material. This particular
lesson is organized in seven parts, which correspond to the seven paragraphs:
1. promotion and its goals
2. types of promotional activities
3. the best situations for advertising and the purpose of advertising
4. personal selling
5. sales promotion activities
6. ways of increasing sales
7. ways to increase market share
(2) Keeping in mind the overall organization of the lesson, read paragraphs 4, 5, 6, and 7 and answer the following
questions.
1. Why is personal selling effective in a concentrated market?
2. Why is advertising probably not effective for the sale of industrial goods?
3. Why would personal selling be effective for expensive shopping goods?
4. Why is a salesperson necessary when there is a trade-in?
5. What is one difference between sales promotion and personal selling?
6. Which sales promotional activity is similar to personal selling? How is it similar?
7. How would you classify free samples, premiums and coupons as types of sales promotions?
8. What’s the difference between a premium and a coupon?
9. How can displays increase the sales of convenience items?
10. What are two sources of new customers for a product?
11. How might increased advertising help to expand the market?
12. How might advertising help increase market share?
13. What are two personal selling activities of the wholesaler?
14. What kinds of sales promotional activities are aimed at increasing market share?
15. How should a company decide which promotional activities to use?
II.5. REWRITING.
Rewrite the following sentences. Replace the words and expressions in italics with expressions from the text which
have the same meaning.
(a) From economic theory we know that price should be determined by the “quantity available for sale” and the “desire
for the product” on the part of customers.
(b) Promotion attempts to shift the “relationship between supply and demand” to increase demand and sales.
(c) Ideally, demand and sales should “stay constant” when prices increase.
(d) They hope that an “increase in the number of units sold” will “compensate for” a decrease in prices.
62
(e) Promotion attempts to “urge” the customer to buy the product.

(f) Advertising is “useful” for products which are “available in many places”.
(g) We have to “influence” the customer to purchase our product.
(h) “Commercial messages on television” are seen by “many viewers”.
(i) Television and radio are two “channels of communication” for advertising.
(j) Newspaper advertisements “have time value” and they can be delivered in specific communities.
(k) Using advertising, a company can “point out’ the differences between their product and that of “another company
which produces a similar product”.
(l) We want to encourage the “store owners” to “have our product available for sale”.
(m) Airplanes are not purchased by “most consumers”.
(n) The cost is high enough so that the producer “can afford to pay” the salesperson a fee.
(o) Sometimes the product must be “specifically designed” for the purchaser.
(p) The salesperson is necessary when there is “discussion” about the price.
(q) The purchase of a new car sometimes involves “the exchange” of an older model.
(r) The salesperson can “show the customer how the product works”.
(s) If we want “our competitor’s customers to purchase our product”, we have to get the retailer to grant us more “area
for display”.
(t) If you purchase this brand of toothpaste, you will receive a toothbrush as a “free gift”.
(u) The customer decided to purchase this product because of “the fact that it was easy to see and reach”.
(v) This “certificate”, which you can cut out of the magazine, allows you to purchase the product at a reduced price.
(1) shelf space (2) carry our product (3) retailer (4) coupon
(5) stimulate (convince) (6) supply (7) demand (8) demand curve
(9) be elastic (10) sales volume (11) offset (12) emphasize
(13) widely distributed (14) television advertising (15) a mass audience (16) media
(17) the general public (18) individually tailored (19) negotiation (20) a trade-in
(21) demonstrate the (22) increase market (23) can appear on a (24) the display
product to the customer share particular date
(25) justifies paying (26) the competition (27) suitable (28) premium
II.6. CLOZE TEST.

How companies advertise.
Advertising informs consumers about the existence and benefits _____(1) products and services, and attempt to
persuade consumers to buy them. The best form of advertising _____(2) probably word-of- mouth advertising,
_____(3) occurs when people tell their friends about the benefits of products or services that they have purchased. Yet
virtually no providers of goods or services rely _____(4) this alone, but use paid advertising instead. Indeed,
many organizations also use institutional or prestige advertising, _____(5) is designed to build up their reputation
rather than to sell particular products.
63
_____ (6) large companies could easily set up their own advertising departments, write their own advertisements, and
buy media space themselves, they tend to use the services _____(7) large advertising agencies. There are likely to
have more resources, and more knowledge about all aspects of advertising and advertising media _____ (8) a single
company. The most talented advertising people generally prefer to work for agencies rather than
individual companies _____(9) this gives them the chance to work on a variety of advertising accounts (contracts to
advertise products or services). It is also easier for a dissatisfied company to give its account to another agency
_____(10) it would be to fire its own advertising staff.
II.7. MATCHING.
Match the following key terms with the definitions which follow:
TERMS DEFINITIONS
1. brochure a. time when television or radio audiences are greatest
2. broadsheet b. a promotional gift
3. tabloid c. a large sheet of paper advertising something, for example, a play, a film or a concert.
4. color supplement d. size of audience reached by an advertisement
5. flier e. a small promotional leaflet
6. freesheet f. broadcasting time
7. freebie g. small adverts placed by private individuals in a newspaper.
8. periodical h. a magazine which accompanies a newspaper
9. pamphlet i. a newspaper financed entirely by adverts
10. prospectus j. a large-sized newspaper
11. billboard k. the number of people who read a publication
12. air time l. a thin booklet with a paper cover
13. prime time m. a company’s design put on its products and possessions
14. caption n. a very short text accompanying a picture
15. jingle o. visiting potential customers
16. canvassing p. the main text of an advertisement
17. copy q. a specialized journal published regularly
18. poster r. an illustrated booklet for advertising products
19. livery s. a simple tune to advertise a product
20. readership t. an information document produced by a school, university or company
21. exposure u. a small-sized newspaper
22. classified ads v. an outdoor site where large advertisements are posted
23. commercial w. a small piece of paper used for door-to-door advertising.
24. leaflet x. TV or radio advert.
II.8. GAP FILLING.

Use these words to complete the sentences:
1. Most companies spend a lot of money on advertising. It’s the only way they can stay ahead of their _____.
64
2. Advertisers like to think of a clever _____ to make people remember their product. For example, Coca Cola’s is “It’s
the real thing.”
3. Nike are going to _____ the next World Cup. All the players will have to wear the Nike _____ on their shirts.
4. What _____ of cigarette do you smoke?
5. Do people really buy thing just because they’ve seen them advertised on TV?
Of course they do! Advertising has a huge_____ on all the choices we make.
6. My sister’s just got a job working for an advertising _____ in London.
7. Did you see Jodie Foster on that chat show last night? She was really good.
She’s been on all the shows this week. It’s all just _____ for her new film.
8. You went to see Spielberg’s new film at the weekend, didn’t you? What was it like?
Well, considering all the _____ I thought it was a bit disappointing.
(note: we use hype /haip/ when we think the advertising is exaggerated /ig’zædƷəreitid/)
(a) influence (b) publicity (c) agency
(d) brand (e) sponsor (f) slogan
(g) hype (h) competitors (i) logo
II.9. CONNECTING IDEAS.

Choose the correct ending for each of the following advertising verbs.
(1) Oasis are doing a tour to promote (a) to spend their money.
(2) I think it’s a brilliant advert. It really grabs (b) a huge advertising campaign.
(3) Advertisers know that shoppers will always compare (c) the under – 18 market
(4) Advertisers are experts at persuading people (d) two flights for the price of one
(5) They really want to sell this product. They’ve just launched (e) their new album
(6) The tobacco industry has been trying very hard to improve (f) your attention
(7) At the moment British Airways are advertising (g) one product with another
(8) We are trying to reach (h) its image
II.10. MAKING PARTNERSHIPS.

Advertisers can promote products in different ways. Use these words to make compound nouns.
(1) special (a) tour
(2) sponsorship (b) offer
(3) free (c) gift(s)
(4) loyalty (d) deal
(5) promotional (e) promotion
(6) cross (f) card
(7) mail (g) points
(8) selling (h) prices
(9) competitive (i) territory
(10) sales (j) shot
65
Now use the expressions in the following:

1. You don’t normally buy this coffee.
 No, but they had a _____ _____ at the supermarket – two jars for the price of one.
2. “Did you see that Pulp are playing at the Odeon next month?’ “Yes, they are on a _____ _____.”
3. David Beckham has just signed a new _____ _____ with Adidas. It’s worth more than a million pounds a year.
4. The kids always want me to buy this cereal so they can get the _____ _____ inside.
5. When a customer shows her _____ _____ she gets a 2% discount.
6. We use _____ _____ so, for example, if you buy our toothpaste you get a special deal on our toothbrushes.
7. We like to think that we offer quality products at _____ _____.
8. The fact that this car is so economical is one of its major _____ _____.
9. If you get a reply rate of 10% for a _____ _____, that’s good. 15% is thought to be excellent. 20% is brilliant.
10. My _____ _____ covers the north of England and Scotland.
66
List of resources.
1. Language Reference For Business English

Nick Brieger And Jeremy Comfort
Prentice-Hall International English Language Teaching.
2. English for Business Studies
Ian Mackenzie - Cambridge University Press.
3. Executive Skills .
Philip Minkoff - Prentice Hall International English Language Teaching.
4. Business Communications.
Drew Rodgers – St. Martin’s Press.
5. You’re In Business.
John Thomas French – Addison Wesley Publishing Company.
6. Further Ahead (A communication skills course for Business English)
Sarah Jones – Macziola with Greg White – Cambridge University Press.
7. Help! (A “hands-on” textbook approach on how to master the Art of Managing)
Helmut W. Horchler. – Authorhouse.
8. Business Language Practice.
John Morrison Milne - Language Teaching Publications.
9. International Business English
Leo Jones And Richard Alexander. - Cambridge University Press.
10. English for Business: Marketing.
Benedict Kruse, Bettijune Kruse – McGraw-Hill.
11. Encyclopedia of Banking and Finance.
Charles J. Woelfel / Probus Publishing Company –Toppan Company (S) Pte Ltd.
12. A rapid course in English for Students of Economics.
Tom McArthur – Oxford University Press
13. English Vocabulary Organizer
Chris Gough – Language Teaching Publications.
14. Business Reports In English
Jeremy Comfort – Rod Revell – Chris Stott / Cambridge University Press.
15. Cambridge BEC 1,2 & 3
Examination papers from the University of Cambridge Local Examinations Syndicate.
16. Cambridge BEG Preliminary & Vantage.
Practice tests from the University of Cambridge Local Examinations Syndicate
Cambridge Professional English.
17. Modern Business English ( Eighth Edition )
Price R. Voiles - Glencoe Macmillan / McGraw-Hill
18. Managing People
67
Robert Heller – Dorling Kindersley.

19. Handshake ( A Course In Communication )
Peter Viney & Karen Viney - Oxford University Press
20. Business Vocabulary in Use & Test Your Business Vocabulary in Use
Bill Mascull, Tricia Aspinall & George Bethell – Cambridge University Press.
21. 21st Century Office Assistant’s Manual.
Edited By The Princeton Language Institute.
K.A. Zahler, Compiler. Ellen Lichtenstein, Editor. - Produced By The Philip Lief Group, Inc.
22. The New Manager’s Handbook.
Morey Stettner – McGraw-Hill
23. Grammar & Practice
Michael Duckworth - Oxford University Press
24. New Person to Person.
Jack C. Richards & David Bycina – Oxford University Press.
25. The Office Professional’s Quick Reference Handbook.
Sheryl Lindsell – Roberts. Macmillan USA.
26. Business Listening & Speaking
David Riley - Longman Business English
27. Language for Living.
Frank Mc Teague & Ryder Payne – Gage Publishing Limited.
28. Business Objectives
Anna Phillips & Terry Phillips - Oxford University Press
29. Head for Business.
Jon Naunton – Oxford University Press.
30. Telephoning In English
B. Jean Naterop / Rod Revell - Cambridge Professional English
31. Write For Business.
Michael Doherty; Lee Knapp; Susan Swift. - Longman.
32. Business English Essentials.
Price R.Voiles – Macmillan/ McGraw-Hill
33. In At The Deep End.
Vicky Hollett – Roger Carter – Liz Lyon – Emma Tanner
Oxford University Press.
34. Merriam Webster’s Guide To International Business Communications.
Toby D.Atkinson.
35. The Language of Marketing In English.
Andrew Jenkins – Murphy - Regents / Prentice Hall.
36. International Banking And Finance.
Michael R. Sneyd / Prentice Hall International English Language Teaching.
68

Basic English For Business Management 09

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Basic English For Business Management 09

Uploaded by

Copyright:

Available Formats

Generated by Foxit PDF Creator © Foxit Software

http://www.foxitsoftware.com For evaluation only.

☺ INSTITUTE OF POSTS & TELECOMMUNICATIONS

FOR INTERNAL USE ONLY

unit 1. Communicating electronically 3

unit 2. Describing a company 12

unit 3. Describing trends 24

unit 4. Work and motivation 33

unit 5. Human resources 41

unit 6. Marketing and sales 49

List of resources 67-68

unit 1. Communicating electronically (telephones, emails).

I.I.2. INCOMING CALLS. ( i.e. when you receive the call )

(e) Explaining that (f) Alternative (g) Thanking (h) Ending

3. ______ Anything else? C. I'll call you again.

I.2.2. SENTENCE COMPLETION.

2. I am trying to get 1234567. I am afraid ______.

20. I can’t get through, their line always seems to be ______.

In order to achieve financial economy, there are two types of economy

II.2 ECONOMY OF INFORMATION .

⒜ etc. ⒝ re ⒞ ETA ⒟ e.g. ⒠ SAE

userid domain type of organization country

Study these examples of types of organizations and countries.

III.2. EMAIL LAYOUT.

Cc. jenny.210@megabook.com, helen271@megabook.com

Plan.doc (48k) [view]

Delete Reply Forward Spam Move...

(4) Study this email. Answer these questions.

unit 2. Describing company structure.

I. HOW ARE COMPANIES ORGANIZED?

II. DESCRIBING COMPANY STRUCTURE.

e.g. The company consists of five main departments.

e.g. The marketing department is in charge of the sales force.

This is an example of part of a company organization chart:

Managing Director (GB)

Production Marketing Finance Research & development Human Resources

Market Research Sales Advertising Financial Management Accounting

Northern Region Southern Region

Main and sub parts Hierarchical structure

•….is made up of …..

Chairperson (A) Non-Executive Directors (B)

Director IT Director Marketing Human Resources Director of

Accounts Production Sales Customer Services

Financial Services Telecom Services Postal Services

OPQ Inc XYZ TEF PostCo

Chief Executive Officer

Vice-President Vice-president Vice-President Vice-President

3 Directors 3 Directors 2 Directors 1 Director

Exports Domestic Sales

(a) be responsible for (b) be in charge of (c) be supported by (d) support

4. The _____ section _____ four members of staff.

Accounts (8) Budgeting (4 ) Salaries (10)

Monthly accounts Forecasts Salaries / wage payments

Annual report Annual report Tax

New accounting Pension / health schemes

________(5)________ ________(7) ________ _____VP Research_____ ________ (10) _______

(7) After reading the text, complete the following organigram.

REORGANIZATION OF PERSONNEL DEPARTMENT.

Recruitment {10} _________{ ? } _________{ ? } _________{ ? }

Internal & external Administration Updating

IV. TYPES OF ORGANIZATION.

Match the different types of business with the definitions below.

4. The _ section _ four members of staff.

__(5) (7) _VP Research_ (10) _

Recruitment {10} _____{ ? } _{ ? } _____{ ? }