Professional Documents
Culture Documents
Seminar Engleza Anul I 1
Seminar Engleza Anul I 1
Seminar Engleza Anul I 1
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Motto:
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The following graphical symbols were used throughout
the course:
reading activity
writing activity
speaking activity
quiz
revision tests
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dictionary
fun time
Good luck!
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UNIT 1
PRACTICE
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a. The owners of limited companies have to pay all the
company’s debts. ……………….
b. Many companies are not owned by their managers.
…………………….
c. Partners in businesses are not liable for the partnership’s
debts. ……………………….
d. External directors can usually give more objective advice
than full-time directors. …………………
Operations:
a. Production
b. Research and Development
c. Quality
d. Logistics
e. Production Planning
Finance:
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a. Purchasing
b. Finance
c. Bookkeeping
Human Resources:
a. Salaries
b. Recruitment
c. Personnel
d. Training
Support Services:
a. Legal Affairs
b. Security
c. Maintenance
d. Public Relations
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e. designs and implements procedures to ensure the
products meet specifications and there are no
mistakes.
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Different types of business
a. subsidiary
b. limited company
c. multinational
d. parent company
e. franchise
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2. It’s a huge company. They have ............... in every
major city.
John Smith has just won the Top Manager of the Year
Competition. Take a power verb (1-15) and add a sentence –
ending from the column on the right (a-o) to make the
sentences that the judges used to describe him:
1. He thinks a. costs.
2. He focuses b. organizations.
3. He motivates c. market opportunities.
4. He overcomes d. change.
5. He identifies e. performance.
6. He adds f. results.
7. He reduces g. profits.
8. He leads h. strategically.
9. He builds i. people.
10. He resolves j. winning teams.
11. He transforms k. conflict.
12. He manages the facilities l. obstacles.
13. He measures m. value.
14. He maximizes n. on the customer.
15. He gets o. by example.
Business sectors
Match the companies (1-23) with their sectors (a-w):
Collocations. Business
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I.2.a. Types of business people (types of business people;
entrepreneurs; managers & executives; labour force; personnel
vs. human resources)
PRACTICE
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*NOTE: The superlative is not used with leading. You cannot talk,
for instance, about the ‘the most leading businesspeople.’
20
An entrepreneur is the "one who organizes, manages, and
assumes the risks of a business or enterprise [French]."(Webster’s
New Encyclopedic Dictionary, p. 335). It is usually someone who
builds up a company from nothing: a start-up company.
Entrepreneurs may one day become tycoons, magnates or
moguls – rich and successful people with power and influence
who head big organizations. They have built them up
themselves and have a large personal stake.
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6. make sure they know what’s going on outside their
organisation.
7. keep in touch with their staff and customers.
8. never dislike any member of their staff.
9. concentrate on their employees’ strong points and try to
correct their weak ones.
10. ignore people’s weak points, pretending they don’t exist.
11. enjoy new challenges.
12. don’t find it easy to delegate responsibility.
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working life, the best managers are constantly aware that they
selected and should have developed their people. Errors made
by team members are in a very real sense their responsibility.
Great managers give praise: Praise is probably the most
under-used management tool. Great managers are forever
trying to catch their people doing something right, and
congratulating them on it. And when praise comes from outside,
they are swift not merely to publicise the fact, but to make clear
who has earned it. Managers who regularly give praise are in a
much stronger position to criticise or reprimand poor
performance. If you simply comment when you are dissatisfied
with performance, it is all too common for your words to be
taken as straightforward expression of personal dislike.
Great managers make blue sky: Very few people are
comfortable with the idea that they will be doing exactly what
they are doing today in 10 years’ time. Great managers
anticipate people’s dissatisfaction.
Great managers put themselves about: Most managers
now accept the need to find out not merely what their team is
thinking, but what the rest of the world, including their
customers, is saying. So MBWAWP (management by walking
about – without purpose), where senior management wander
aimlessly, annoying customers, worrying staff and generally
making a nuisance of themselves.
Great managers judge on merit: A great deal more
difficult than it sounds. It’s virtually impossible to divorce your
feelings about someone – whether you like or dislike them –
from how you view their actions. But suspicions of
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discrimination or favouritism are fatal to the smooth running of
any team, so the great manager accepts this as an aspect of the
game that really needs to be worked on.
Great managers exploit strengths, not weaknesses, in
themselves and in their people: Weak managers feel threatened
by other people’s strengths. They also revel in the discovery of
weakness and regard it as something to be exploited rather than
remedied. Great managers have no truck with this destructive
thinking. They see strengths in themselves as well as in other
people, as things to be built on, and weakness as something to
be accommodated, worked around and, if possible, eliminated.
Great managers make things happen: The old-fashioned
approach to management was rather like the old-fashioned
approach to child-rearing: "Go and see what the children are
doing and tell them to stop it!" Great managers have confidence
that their people will be working in their interests and do
everything they can to create an environment in which people
feel free to express themselves.
Great managers make themselves redundant: Not as a
drastic as it sounds! What great managers do is learn new skills
and acquire useful information from the outside world, and then
immediately pass them on, to ensure that if they were to be run
down by a bus, the team would still have the benefit of the new
information. No one in an organisation should be doing work
that could be accomplished equally effective by someone less
well paid than themselves. So great managers are perpetually
on the look-out for higher-level activities to occupy their own
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time, while constantly passing on tasks that they have already
mastered. (from "The Independent")
PRACTICE
Adjective Adverb
basic basically
common
constant
full
true
virtual
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Quiz How do you rate as entrepreneurs? (adapted from
Zsuzsanna Ardo, English for Practical Management)
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b. If people criticize me I always listen and may or may not reject
what they have to say.
c. When people criticize me there is usually some truth in what
they say.
16. If the business was not making a profit after five years, what
would you do?
a. give up easily.
b. give up reluctantly.
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c. carry on.
44 or above
You definitely have the necessary qualities to become the
director of a successful business. You have a strong sense of
leadership, you can both organize and motivate and you know
exactly where you and your team are going.
Between 44 and 22
You may need to think more carefully before setting up your
own business. Although you do have some of the essential skills
for running business, you will, probably, not be able to deal with
the pressures and strains that are a part of the job. You should
perhaps consider taking some professional training or finding an
associate who can compensate for some of your weaknesses.
Below 22
Managing your own business is not for you. You are better
suited to an environment where you are not responsible for
making decisions and taking risks. To operate successfully you
need to follow well defined instructions and you prefer work
that is both regular and predictable.
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***Extra materials
Reading
Success stories
***
***
However,specialists consider that there are a couple of
steps that need to be followed in order to gain fame and success
in these modern times:
Understand all the risks: take only calculated risk, to help
your business grow. If you ask yourself in advance about
the worst-case-scenario, then the risk can help you
generate enourmous reward.
Be organized: if you are an organized businessman,
starting from planning, to documentation and ending up
with task accomplishment and including even daily to do-
lists,, checked every time a task is solved, then you have
the guarantee that nothing is left aside and thus, the risk of
disappointment for the clients is kept at a minimum level.
Competition nurtures: one should not be afraid to study
competition and be inspired by the success of the others.
In the end, what works well in a place could be
implemented in your business, generating financial
capital.
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Creativity is the key: in an extremely competitive world, be
open to new ideas, particularly if they come from young
people, who have the power and will to work and become
successful next to you.
Stay focused: no specialist will guarantee you that you can
start making money immediately. Keep your faith and an
eye on targets and with a little luck, goals can be
achieved.
(Adapted from
https://www.entrepreneur.com/article/243099)
PRACTICE
I.2.b.Labour force
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People working for a company are referred to as its labor
force, workforce, employees, staff , or personnel and are on its
payroll. In certain work environments, employees and
workforce refer to those working on the shopfloor of a factory
actually making things. Similarly, staff is sometimes used to
refer only to managers and office – based workers. This
traditional division is also found in the expressions white-collar
and blue-collar. Another traditional division is the one between
management and labour. (Note that labour is spelt labor in American
English)
PRACTICE
PRACTICE
Article A
Who would you rather work for?
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Women are more efficient and trustworthy, have a better
understanding of their workforce and are more generous with
their praise. In short, they make the best managers, and if men
are to keep up, they will have to start learning from their female
counterparts, a report claims today.
The survey of 1.000 male and female middle and senior
managers from across the UK is an indictment of the ability of
men to function as leaders in the modern workplace.
A majority of those questioned believed women had a more
modern outlook on their profession and were more open
minded and considerate. By way of contrast, a similar number
believe male managers are egocentric and more likely to steal
credit for work done by others.
Management Today magazine, which conducted the
research, said that after years of having to adopt a masculine
identity and hide their emotions and natural behaviour in the
workplace, women have become role models for managers.
The findings tally with a survey of female bosses carried out
in the U.S. A five-year old study of 2,500 managers from 450
firms found that many male bosses were rated by their staff of
both sexes to be self-obsessed and autocratic. Women on the
other hand leave men in the starting blocks when it comes to
teamwork and communicating with staff.
In Britain more than 61% of those surveyed said men did not
make better bosses than women. Female managers use time
more effectively, with many of those surveyed commenting that
juggling commitments is a familiar practice for women with a
home and a family.
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Female managers also appear to make good financial sense
for penny-pinching companies: most people, of either sex,
would rather ask for a rise from a man.
‘If men want to be successful at work they must behave more
like women,’ said the magazine’s editor, Rufus Olins. ‘Businesses
need to wake up for attracting and keeping the right people. In
the past, women who aspired to management were encouraged
to be more manly. It looks now as if the boot is on the other
foot.’ (from "The Guardian")
Article B
Which bosses are the best?
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findings also raise questions about neat predictions of a
feminised future for management, where ‘womanly’ traits such
as listening skills, flexibility and a more empathetic manner will
become normal office currency.
Business psychologist John Nicholson is surprised by the
survey’s findings, asserting that ‘the qualities valued today in a
successful boss are feminine, not masculine.’ He is empathetic
that women make better bosses. ‘They listen more, are less
status-conscious, conduct crisper meetings, are much more
effective negotiators and display greater flexibility.’
They are also considerably more common than they used
to be. According to information group Experian, women are no
longer scarce in the boardroom – they occupy third of the seats
round the conference table. Women directors are still relatively
uncommon in older age groups, but among young directors the
proportion is growing.
Anecdotal evidence suggests that a reluctance to work for
a woman may be more a question of management style than
substance. ‘It’s just women bosses’ attitude,’ says Martha, a PA
for 25 years who has worked predominantly for women,
including a high – profile politician. ‘It’s something women have
that men don’t. When they are critical they are much more
personal, whereas men sail through not taking a blind bit of
notice.’
Sonia Neil, a former secretary at Marks and Spencer, has
experienced power struggles between women even where there
was a significant disparity in status. ‘Women either find it
awkward to give you work or they try to assert themselves by
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giving you really menial tasks. Men never do that.’ ( from "The
Guardian")
PRACTICE
Article A
Article B
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2. Find the word women. Then find six references to
women in paragraphs 4,5,6 and 7.
3. Paragraphs 8 and 9 of article B, which are not included
in the article, are given below. Complete them by using
the pronouns given the box below.
A manager should:
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1. know when your birthday is;
2. know where you are and what you’re doing at all times
during the work hours;
3. not criticise or praise;
4. not interfere in disagreements between members of staff;
5. not ask people to do things they’re not prepared to do
themselves;
6. be available at all times to give staff advice and support;
7. keep their distance from staff and not get involved in
socialising outside work;
8. use polite language at all times;
9. work longer hours than their staff;
10. comment on the personal appearance of their staff.
1
An idiom is "an expression that cannot be understood from the meanings
of its separate words but must be learned as a whole[…]"(Webster’s New
Encyclopedic Dictionary, p. 493)
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To go over someone’s head = to communicate with someone
higher in position to try to get what you want
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d. A person who pulls strings manages to do something
because of their connections with someone. ………
C O S O C I A B L E M
T H O U G H T F U L O
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M I A F O R M A L S T
E N E R G E T I C D I
F D E C I S I V E R V
A C C E S S I B L E A
I R O A P A M O I F T
R A R P R E L A T E I
E F F I C I E N T E N
E P I S T O N I N I G
T A C T F U L D U N C
I.3. EMPLOYMENT
2
A famous prison in the United States of America
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A. Which of the following would motivate you to
work harder? Choose your top five and rank them in order of
priority:
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3. Do people change during their working lives? If so,
how?
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all the competing companies in an industry can seriously claim
to be the best.
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7. a company’s shared attitudes, beliefs, practices and work
relationships........................................................
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E. Good-looking rock – climber, 29, WLTM adventure –
loving, athletic a lifetime of fun, the outdoor life and
lots of parties. PO Box 265
PRACTICE
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g. The applicant must……………………………..with people.
Introduction
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Share your opinion with the whole class by
answering to the following questions:
1. How can you get your name onto the shortlist for
interviews when applying for a job?
2. What can you do to impress the organization which is
hiring staff?
3. Which of the following extracts from different application
letters would get the candidate to get an interview and
why?
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My parents are French and Russian, and because they work for a
multinational company, I grew up in four different countries. I
did all my schooling in English , but I speak and write fluent
French and Russian. I can also read Italian, Spanish, Romanian,
and most Slavic languages.
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I am seeking a challenging position with a progressive company
that will offer opportunities for professional growth and
advancement. I am results oriented, a self-starter and a team
player. I am a good communicator, and have excellent project
management, interpersonal, people management and negotiation
skills. I can also work unsupervised. I am committed, creative,
competitive, ambitious, adaptable and flexible. I am good at
meeting deadlines, solving problems and making decisions.
Paragraph 1 should state clearly why you are writing and where
you saw the job advertised:
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~ I would like to apply for the post (BE) /job (AE) of ... ….as
advertised in today’s issue of……...;
~With reference to your advertisement in ... on ..., I am
writing to apply for the position of….
Paragraph 2 should give a little information about your
qualifications and experience. Make sure the information you
give is relevant to the job that you are applying for:
Paragraph 3 should say why you believe you are suited to the
job and what you can offer the company. Those currently
employed can state the reason for wishing to change their
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present job. However, you should not sound critical of your
present employer:
Paragraph 4 should tell the reader when you are available for an
interview and how to contact you:
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~ I am available for an interview at any time;
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~I would very much appreciate if you would
consider…………………………….. .
1st paragraph………………………………………………………………………..
3rd paragraph…………………………………………………………………………
Yours sincerely,
(your signature)
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European CVs generally include photos; US resumes do
not;
British CVs include personal details such as date of birth,
marital status, number of children etc.; US resumes do
not;
British CVs usually include outside work interests (sports,
travelling); US ones sometimes don’t;
Your CV should be totally honest; you should emphasize
your strengths , but not lie about your experience or skills;
Leave out information that is irrelevant or that could give
some people a chance to discriminate against you
(personal details such as your height, weight, health,
country of origin, religion, etc.);
Limit your CV to a maximum of two pages;
Lay your CV out neatly;
Always check for grammatical and spelling or
typographical errors, and do not rely on an automatic
spell checker;
Get someone to check your CV before you send it.
Curriculum Vitae
Name
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Address
Phone number(s) [daytime phone number, with the international
access code]
Email address
Date of birth [write the month, the date, the year]
Nationality [always begins with a capital letter]
Marital status [Single or Married]
OBJECTIVE
[what you want to do next is more important than what you have done]
e.g. A job in international marketing ; A traineeship in trading; Production
assistant; Account manager; Financial Analyst
WORK EXPERIENCE
[in reverse order starting with the most recent] e.g. Part-time technical
Assistant, Economics Faculty, IT Centre (September 2008- June 2010)
(repair and maintenance of department, faculty, staff, and student
computers)
EDUCATION or QUALIFICATIONS
[in reverse order, starting with the most recent]
20---- Master’s Degree in International Affairs, Oxford University (expected
date of completion July 20-----)
20---- Bachelor’s Degree in Business Administration, Finance major, Faculty
of Economics and Public Administration, “Ștefan cel Mare” University of
Suceava, Romania
19----- High School Diploma (specializing in Maths and Informatics)
COMPUTER SKILLS
e.g. Microsoft Word, Excel and PowerPoint, Oracle Financials
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LANGUAGES
e.g. Fluent in English and Spanish, some knowledge of French and Arabic or
Italian(mother tongue), good knowledge of English, elementary knowledge
of French.
REFERENCES
Available upon request
PRACTICE
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1. The company needs another person. 1
2. You apply for the job. __
3. You earn more money. __
4. You see the advertisement. __
5. You arrange an appointment for an interview. __
6. They advertise in the paper. __
7. You accept the job. __
8. You have an interview. __
9. You do well and get promotion. __
10.You retire at 60. __
11.They offer you the job. __
12.They employ you for 40 years. ___
1. to attend ...........................
2. to complete ......................
3. to draw up* ........................
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4. to fill in/out ......................
5. to hire ..............................
6. to submit .........................
7. to supply .........................
8. to write* ...........................
9. to advertise
teamworking -I am a teamplayer…….
leadership
communication-I have excellent communication
skills.
influencing
motivation/initiative: I am proactive.
time-management: I am good at meeting
deadlines………..
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creativity I am creative……?????
data analysis I pay attention to details.
decision-making
integrity: trustworthy ***
by Charlene Stewart
But did you know that the actual words you speak are less
important than the way you look, the way you behave?
Remember, they won’t just be listening to you, they’ll be
watching you, too, receiving all the messages you send out,
consciously or unconsciously. And then they’ll decide whether
you are the right person for that place or that job.
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jacket, undo the buttons and open it up. An open jacket
says ‘I am an honest, open person. I have nothing to hide.’
2. Lean forward! Don’t sit back. It makes you look tired or
nervous. Sit forward, project yourself into the space.
Show by the way you sit that you are ready and eager,
that you want to be part of the scene.
3. Make direct eye contact! Avoid looking away all the time
because it makes you look suspicious. Look directly at the
people who are asking you questions or who you are
talking to. If you lower your head all the time, they won’t
be able to see the enthusiasm in your eyes.
4. Mirror their actions! One of the best ways of gaining
people’s trust and confidence is to move in the same way
as they do. Listen to the speed at which they’re talking,
and watch the way they sit or move around. Do the same,
but do it slowly first. You don’t want them to think you
are making fun of them.
5. Go in confidently! A lot depends on how you enter the
room. If you walk in nervously with your head and
shoulders down, the interviewers won’t think much of
you from the outset. Go in with your head held high, a
slight smile on your lips. When you shake hands with the
interviewers, don’t be too enthusiastic, but make it strong
and decisive. Nobody likes a weak handshake.
6. Use your head! When somebody asks you a question,
don’t just say the first thing that comes into your head.
Think about your answers. Always say to yourself, ‘Why
are they asking this question?’ because when you know
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that, you’ll probably be able to give an appropriate
answer!
7. Think quickly! Studies have shown that people during
interviews get most nervous when there is a silence. So be
prepared to speak quickly and fluently. But use your head
(see above). (from "The Financial Times")
PRACTICE
A. Look back at the text. Circle the best ending to each of the
following:
1. The way you look and the body language you use are:
a……….as important as what you say;
b………more important than what you say;
c.……..not as important as what you say.
2. It is important to:
a. ……..cross your legs;
b. ……..uncross your legs;
c. ………look open and relaxed.
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a. ……..show that you are confident;
b. ……..behave quietly and modestly;
c. ……...smile a lot.
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Match each of the following colloquial names for certain
types of people with the correct description below:
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1. tidy neat clever
2. friendly ________________ timid
3. careful ________________ easy-going
4. intelligent ________________ acceptable
5. shy ________________ self-assured
6. reliable _________________ cautious
7. relaxed _________________ adaptable
8. self-confident _________________ neat
9. flexible _________________ consistent
10.systematic __________________ outstanding
11.satisfactory __________________ dependable
12.excellent __________________ warm
Adjective Negative
1. tidy untidy
2. organized __________________
3. accurate __________________
4. systematic __________________
5. sensitive __________________
6. patient __________________
7. conventional __________________
8. traditional __________________
9. convincing __________________
10.responsible __________________
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11.efficient __________________
12.secure __________________
13.obedient __________________
14.reliable __________________
15.predictable __________________
16.friendly __________________
17.diplomatic __________________
18.trustworthy __________________
19.tolerant __________________
20.sincere __________________
21.honest __________________
22.experienced __________________
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6. I don’t usually spend much time putting/doing my make-
up – I just put on/paint with a bit of lipstick and eyeliner.
7. His scruffy/disorganised clothes and badly-cut hair didn’t
make/do a very good impression on his boss.
8. You look great! Have you lost fat/weight?
9. He was wearing/using sunglasses and wearing/carrying an
umbrella.
b. Collocations. Gestures
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4. It’s rude to stick out your d. gesture
5. He heard the bad news and pulled a e. eyebrows
Note: Words and phrases on one and the same line are NOT synonyms.
Appearance
Height
o tall, very tall, quite tall; six feet tall; not very tall; short;
o he is tall; he is taller than his mother; she isn't tall; she
isn't as tall as he is;
o average height; medium height; middle height;
o he is average height; she is of medium height; she is of
middle height.
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o thin, quite thin, slim, slender; skinny, underweight; a thin
girl; she is thin; she is slim;
o plump, chubby, stout, overweight, obese, fat; a stout
woman; he is overweight;
o medium-build; heavily built; thickset; broad-shouldered;
he is medium-build;
o a slender young girl; a slim figure; a delicate figure;
delicate constitution;
o strong, muscular, athletic; weak, feeble.
Hair
Eyes
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o eyebrows, eyelashes; thick eyebrows; green eyes with
dark lashes;
o nearsighted, shortsighted (near-sighted, short-sighted);
blind;
o eyeglasses, glasses, spectacles, sunglasses; a pair of
glasses; he wears glasses.
Age
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Strong, honest, reliable, hardworking, active, etc.
Other qualities
Mind
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He is tall and thin, with brown hair. He is twenty-five years
old.
She is average height, dark-haired, quite thin, and wears
glasses. She's about fifty.
She is of medium height, with straight black hair and
brown eyes.
He is old, short, medium-build, with gray hair and a beard.
She has dark eyes, wavy blond hair, and a nice figure. She
looks great.
He is a handsome middle-aged man. She is a pretty young
girl.
How do I look?
What is he like?
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He takes after his father in appearance, but he is like his
mother in character.
He looks like his mother, but he takes after his father in
character.
Like his father, he is tall and handsome.
She takes after her mother. She has the same chestnut
hair and green eyes.
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a fashion plate; a dandy; a fashionmonger; a warmonger;
a newsmonger; a scaremonger;
a junk collector; a pack rat; a miser; a squanderer; a
spendthrift; a spender;
a homebody; a couch potato; lazybones; a workaholic; a
Jack -of- all -trades;
an adventurer; a thrill seeker; an oddball; a weirdo; a
chatterbox; a scatterbrain; a teaser;
a prude; a hypocrite; a chronic liar; a gambler; a smooth
operator; a city slicker; a simpleton;
a super achiever; an underachiever; a winner; a loser; a
tough guy; a softy;
a woman-chaser; a womanizer; a ladies' man (a lady's
man);
a black sheep; a scapegoat; a scarecrow; a white crow; a
night owl.
1. His two older daughters are real beauties, but his youngest
daughter is …….., I'm afraid. a)quite plain b)quite pretty
c)rather attractive d) very handsome
3. She is ………….. , with short red hair. She said she would be
wearing a light-brown leather jacket. You'll recognize her.
a)average height and slim b)medium-build and blonde c)short
and gray -haired
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4. She ………… her mother in appearance. She has the same
brown eyes and curly chestnut hair. a)goes after b)is after
b)looks after c)takes after
TEST 2: Jobs
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5. A(n)……… translates the speaker's words into another
language. a) attorney b)auditor c) inspector d)interpreter
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5. It goes without ……………………. that he should pay his debt in
full. a)saying b)telling c)speaking d)talking
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5. The child fell over and immediately ____________into
tears.
6. Come on everybody! Tap your feet and __________
your hands in time to the music!
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11.You have been described as friendly and affectionate.
True/False
12.Your friends say they can depend on you when you give
your word. True/False
13.You have been compared to a kitten – playful and
mischievous. True/False
14.You have been told you are creative and imaginative.
True/False
15.You are loyal to your friends – and they have said so.
True/False
16.You are responsible about paying your own way.
True/False
17.You are curious about the world, and it is reflected in how
you spend your time. True/False
18.You are adventourous and enjoy exploring with your
friends. True/False
19.You are good at your job, and it shows.
20.You have been told that you are tolerant and you are not
judgemental. True/False
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a) logical;
b) just and fair.
94
Quiz. "Are you self-confident? "(Dr. Dorothy Mc. Coy,
Personality Quizzes, p. 161-163) Tick (√) the degree to which you
agree or disagree with the following statements:
ambitious/intelligent/immature/rude/big-headed/
moody/eccentric/strict/sympathetic/talented
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1.John is always telling people how well he plays the guitar. He’s
so………………… .
2. Many girls of 16 and 17 are far too………………………to get
married and have children.
3.I see Nathaniel passed his exams again. It must be wonderful
to be so……………………………. .
4.The trouble with Jane is that she is so…………………………… . One
minute she’s laughing, the next minute she’s sulking. You just
don’t know where you are with her.
5.One of the things I like about Pamela is that she is so…………… .
If you have a problem you know you can go to her and she’ll
listen to you and try to help all she can.
6.Mrs. Smith’s children are so……………….. . They never say
“Please” or “Thank you” and only last week I heard them
swearing at the postman.
7.My son’s very …………………………… he doesn’t want to work in
an office all his life. In fact, he keeps telling me that one day
he’s going to be Prime Minister.
8. My uncle is very ………………………… . No matter what the
weather, he always wears a bright red cape when he goes out
and a matching pair of boots. Everyone stares at him, but he
doesn’t mind. He likes being different.
9.My husband never sees my point of view. He has his opinions
and nothing I say will ever change them. He’s so………………………..
10.When I was a teenager, my father was very
………………………… . He’d never allow me to wear make – up or
have a boy-friend, and if I went out with friends, I always had to
be home by 10 o’clock.
98
Dressing for Success
100
101
Imagine you are a careers advisor. What advice would
you give to someone who is................. . Share your ideas with
the rest of the class.
104
~How are you enjoying this hot weather/snow etc.?
~What university do/did you attend and why did you choose it?
I attended………………………..
~Why did you choose to study business/economics etc.?
3
When talking about yourself, about your personality, you may want to use
some of the following personality idioms: 1. a down to earth person is a
person who has realistic expectations and doesn’t try to do anything
impossible or doesn’t dream about things he/she cannot do; 2. a good egg
is just a nice person; 3. a straight-forward person is a direct and honest
person; 4. a laid-back/easy-going person doesn’t get stressed and is pretty
relaxed most of the time; 5. a people person is an individual who likes
people, is sociable, likes to talk to them a lot; 6. a good laugh type of
person is simply good fun to be around; 7. a jack of all trades is a very
skilled person who can do a lot of things quite well; 8. a sharp person
notices the details, can think and make decisions quickly and is smart; 9. a
go-getter type of person is the one who sometimes succeeds, and
sometimes fails but he/she tries (www.clarkandmiller.com – Gabriel Clark,
41 Personality Idioms to Describe People You Love (and hate), Vocabulary
in English, posted September 12, 2018).
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terms of ………..products. I have read about ………(name of a
competitor company).
~What attracted you to this particular position?
106
~Tell me about a time when you played an important role in
your team.
~Don’t indicate that this role may only be a stepping stone for
you;
~Do not ask how well you have done at the end of the interview;
107
First impression
108
A: This looks like an informal question to put you at your ease,
but don’t improvise as first impressions are always very
important. It is advisable to give a three – part answer: talk a
little bit about who you are, what your biggest strenght is, and
why you are there.
110
f. I am enthusiastic and highly motivated. I have
exceeded my sales goals every quarter since I
started with my current employer.
Do:
Don’t:
111
Say you don’t know anything
Say facts that are incorrect or you aren’t sure about (it’s
better to know one or two facts that you can say
accurately, than five facts you’re not sure of)
Do:
112
Tell the truth unless it’s something very embarrassing (for
example, when I was much younger, my Mother actually
found me a job to apply to. That does *not* sound great,
so I told them a friend saw the job posting and mentioned
it to me. A white-lie is okay but only when needed).
Explain why the job interested you, if possible (e.g. “I was
excited to apply because ___”)
Compliment them if possible (e.g. “My colleague said
you’re one of the top …… firms/companies in……..”)
Don’t:
Pick something specific that interested you. If you say you love
their products, tell them why. That’s the key to giving a
convincing answer for this job interview question.
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Stay away from sounding like you’re desperate, or that you want
just any job.
You need to sound like you want the RIGHT job and that you’re
being picky. Companies want the best performers, and the best
performers are picky in their job hunt. Stay away from negatives
and complaints too. Don’t bad-mouth your current company or
boss. Focus on the positives of the company you’re interviewing
with.
Do:
Don’t:
Example answer 1:
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“Since the beginning of my career, I have wanted to work for a
larger organization in this industry, and I know you are one of
the leaders in this space/field. I am very interested in your
products/services, especially the (type of activity) you are
building recently, so I would be excited to come here and grow
my skills with an organization like yours.”
Example answer 2:
Do:
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Sound positive and focus on what you want to gain by
making a move
Show gratitude for your current job (e.g. “This job has
been great and I’ve learned a lot in the 2 years I have been
here, but I feel I’m ready for ___ now.”)
Sound like you’re ambitious, motivated, and eager to find
the next challenge in your career.
Don’t:
Don’t:
Answer example:
Do:
Stand your ground and tell them you don’t have a number
in mind yet, or aren’t sure.
Repeat this multiple times if needed (if they pressure you
or “push back” after your first response).
Don’t:
Example answer:
“Right now I am focused on finding a job that is the right fit for
my career. Once I have done that, I am willing to consider an
offer you feel is fair, but I do not have a specific number in mind
yet, and my priority is to find a position that is a great fit for
me.”
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If you don’t ask good questions to each person you speak
with, you are very unlikely to get hired.
You can ask about the work, the training, the challenges you’d
face, the overall direction of the company.
Do:
Don’t:
Employers want to see how well you understand the role, and to
hear your perspective on how your skills can help them.
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Try to talk about them and how you’ll help them. What will be
better for them if they hire you? What will you improve for
them?
And show you’ve done your research. Make it clear that you
know what this position involves, and you’re ready to perform
the tasks.
Do:
Don’t:
120
Show you’ve done plenty of research to learn about them before
coming in to interview. You want to make them feel like you
chose them for a reason. This is very similar to the previous
question: “Why did you apply for this position?”
Show them that you know what that their job involves (at least as
much as you could learn from the job description and company
website), and that you’re excited to be interviewing for this
position.
Do:
Don’t:
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10. Tell me/us something about yourself
Do:
Don’t:
122
11. What is your greatest weakness?
Take a look at the do’s and don’ts, and the interview answer
example below, to get a sense of what your answer might sound
like.
Do:
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1. They want to see if you’ve thought about your
professional future
2. They want to make sure you’re ambitious and hard-
working
3. They want to make sure the job they’re offering fits with
your goals
And make sure to share a goal that is related to the type of job
you’re interviewing for. You want to sound like the experience
you’ll gain in this job fits your long-term goals.
Do:
Don’t:
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Be sarcastic or give a joke answer like, “I plan on having
your job.”
Say you’re not sure, or say you’d be happy staying in the
same role for 5 years (most companies do not want to hear
this)
***
by Daniyal Wali
Based on the type of the test being used, pre-employment tests can
unveil relevant information on an individual’s ability to perform in the
workplace, allowing companies to hire the best-fit candidates and screen out
those who are unqualified.
• Personality Tests
Personality tests are one of the most commonly used pre-
employment screening tests. Personality tests that are specifically designed
for the hiring process measure characteristics such as interests, emotional
126
adjustment, attitudes, interpersonal relations and motivation to assess
whether the candidate will be a good fit for the job and the company.
Other personality tests, however, like the DISC and the Myers-
Briggs shouldn’t be used in the pre-employment process as they are not
validated for this purpose.
127
thinking (42%) and communication (40%). And it is not possible to assess
these skills solely on the basis of resumes and interviews. This is where
aptitude tests step in to help.
128
used as a pre-employment test, they present candidates with different
scenarios that they might experience in the job they’re applying for.
129
Emotional intelligence, also known as Emotional Quotient, is the
ability to understand and manage your and other people’s emotions. EI is a
valuable skill that helps improve problem-solving, management,
communication, and relationships within the workplace.
130
Types of Validity Measures
Construct validity:
Construct validity is used to find out how well a test measures what
it is supposed to measure. It is usually authenticated by comparing the test to
other tests that measure similar attributes.
Content validity:
Content validity evaluates how well the items on a test are relevant
to the skills and capabilities required for the job role. In order to ensure the
content validity of a pre-employment test, it needs to make sure that the test
content reflects the knowledge required for a particular position.
Criterion validity:
4
Types of unconscious bias that can influence hiring: affinity bias – the tendency to prefer
candidates who are similar to ourselves in beliefs, appearances and background; halo
effect- a cognitive bias in which our overall impression has an impact on the way we think
and feel about one’s character; availability heuristic – the human tendency to assess
situations based on most recent events rather than looking at the big picture.
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would know her gender – case goes worse if she has attached a picture too –
and subconsciously assume that she’s not the right fit for the company.
Employers are always on the lookout for ways to retain their top
talent and decrease employee turnover. And pre-employment testing can
help them do that. Pre-employment tests allow employers to evaluate if the
new employee has the basic aptitude required for the position along with the
appropriate personality, to perform efficiently at work. This works in favour
of both the applicant and the employer. The employer determines if the
candidate is the right fit for the position while the candidate chooses to
133
move forward or not depending on their skillset or if they are ill-equipped
for the job role.
134
Xobin
I.3.h.Your job
Introduction
135
Your job can be: badly – paid, boring, depressing, fun,
glamorous, hard, interesting, routine, secure, stressful, varied,
well – paid, worthwhile.
~ My role is to………………….;
~ My role is to …………………………….
~ I do market research.
137
~I give presentations.
~I solve problems.
Dirty jobs?
138
Which of these organisations would you work for if you
had little or no alternative? How much is one really contributing
to the problem by working for such companies? Share your
ideas with the rest of the class.
Types of jobs
Using a dictionary, if necessary, give one example of:
5
A manual job is a hard and physical type of job.
6
A vocational job is a type of job which involves helping people (e.g. teacher, nurse etc.).
7
Paperwork refers to letters/reports to write, forms to complete etc.
139
People and their jobs
Who is talking?
140
Choose from the list of jobs given in the chart above and fill in
the gaps:
1. "It’s a highly skilled job – I’ve studied for several years. It’s
quite stressful because you’ve often got a lot of people to look
after. The hours are very long, and it’s a badly-paid job – we
earn much less than doctors." ___________
3. "I’m unskilled and left school with very few certificates and no
training. This is my first job. It’s quite stressful, surprisingly –
queues of people waiting with their shopping carts – some of
them get quite angry with me sometimes. One day, though, if I
stay long enough, maybe I’ll get the manager’s job!"
_____________
Now compile your own chart of the good and bad points of
these jobs. Work with a partner and use a dictionary to help
you:
Job Pros Cons
pilot well paid job, long hours, stressful,
exciting, high early retirement, a
status huge responsibility
141
In your group decide and put the following sentences
into their right order:
142
5.They asked her to come for an
interview. ....................
6.They sacked
her. ....................
7.They offered her the
job. ....................
143
10. His ............................ at school has given him a good
report.
11. An ............................. designs bridges and roads.
12. The ...................................of our shop is putting up the
rent.
13. There had been a burglary, so we called
the ............................... .
14. I went into business after I left ..................................... .
15.I can’t use a ............................ , never mind a word
processor!
16. Bob is a .................................. at the local hospital.
17.Has the nurse given you your ............................?
18. Mr.Brown is a ................................... of mine at the office.
19. It’s useful to be a good ........................ if you use a
computer.
Two-word jobs
Match a word on the left column with a word in the right hand
column to make the name of a job:
1. lorry a. cleaner
2. shop b. instructor
3. window c. assistant
4. bank d. clerk/teller(AE)
5. driving e. driver
6. taxi f. worker
7. traffic g. guard
8. security h. warden
9. social i. agent
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10.estate j. driver
145
14. If you are one of the people waiting to be served in a
shop, you are client/customer/patient/guest.
15. If you serve people who come into a shop, you are an
official/a shop – assistant/a bank clerk.
2.temporary 6. b.boring f.
skilled relaxing/easy
4.clean d. permanent
Collocations. Work
2. Sally was feeling stressed so she asked her boss for some
___________ work.
146
3. How long have you been working ____________this project?
a. on b. in c. for
B: I work in a supermarket.
a. in b. on c. at
Job or career?
Complete the sentences given below with either job or
career:
1. Jack started as the office junior. Now he’s MD. He’s
had a very successful................... .
2. I work in advertising. The pay’s pretty good but there
isn’t much ................ security.
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3. I’d go mad if I had to do a dead-end ................... like
working on a supermarket check-out.
4. He was the best football player in the world until a bad
knee injury ended his................... .
5. Don’t you think you should stop travelling and get
yourserlf a steady...........?
6. Sue’s planning a .................... in politics when she
leaves university.
1. If workers are laid off , they are told they must leave
their jobs. ______
2. If you take time off, you remain in your place of work.
_____
3. If you step down, you leave an important job. _______
4. If you fit in, you are happy and accepted by a group of
people. _______
5. If you settle in, you become used to a new job. ______
8
A phrasal verb is a "phrase consisting of verb and preposition, often with
meaning different to the parts (e.g. take in)."(Canadian English Dictionary,
p.307)
149
3. gained / working / she / her / a / as / consultant /
experience
4. day / the / happened / the / before / planned / we /
event / it
5. on / promoting / so / see / they / facebook / are / their /
product /people / of / lots / will / it
150
Find words in the grid connected with personnel
C O N T R A C T A P
B O C D E P A Y F O
B O N U S P G H I S
J K K S A L A R Y T
N D F T U Y J O B R
S H O R T L I S T T
T I B F F Z T R P M
A R E S I G N A E M
F E P E N S I O N P
F I R E Z E J S C T
152
8. Universities can only admit/receive a few students during
the 1st and 2nd semesters.
9. I need my Cambridge First Certificate/Diploma
10. What mark/degree did you get for the spelling test?
11.No one likes to lose/fail the exam.
12. History is my favourite subject/object at school.
13. Physic/Physics is the most difficult of all the subjects.
14.It’s hard to get/enter into university.
Benefits
154
a company pension scheme (the pension is money
you receive when you stop working because you
are old);
health insurance which is the most common benefit
in the US where there is no national health service;
paid vacation and paid sick leave (the paid sick
leave is the time away from work). In Europe these
are a normal part of one’s contract whereas in the
US they are considered as a benefit.
Perks
155
The sense of achievement, recognition etc. are often
referred to as non-financial rewards.
PRACTICE
***
Extra material
157
high salary, a heightened professional status and even the
opportunity to challenge and improve oneself. Another
advantage would be that it is easier to switch more easily from
one job to another. This is particularly feasible in business
rather than in other more specialized professions such as
engineering or architecture; this switch is possible due to the
fact that business skills can be more readily transferred from one
industry to another than in other jobs. And, finally, a significant
benefit of choosing such a career path is that business savvy is
particularly important if one intends to set up one’s own
business.
Careers in management. Being a manager is not an easy
job for obvious reasons, among which a huge amount of
responsibility, constant extra hours and tough decisions to make
constantly. However, the perks are commensurate with the
responsibilities and usually translate into higher salary and
more promotion opportunities. Another option for a career in
management is business consultancy. This requires working in a
team and using your analytical skills and expertise to help
companies optimize a project or a part of their business. It may
be a challenging job due to the variety of customers and projects.
Careers in accounting and finance. Usually, a person
who works in these fields has to review the company’s financial
158
statements, get involved in mergers and acquisitions, advise
clients on taxes, expenses, investments, and manage records and
business transactions.
Careers in retail and sales. Retail and sales do not mean
arranging shelves and cold-calling, as people usually think. If
you are part of a sales or retail team, there are numerous
opportunities from shop-based and office based positions to jobs
that require much travelling for which you need very good
knowledge of global markets.
Careers in marketing and advertising. In these industries,
business graduates will most likely use their skills for activities
such as developing marketing strategies, analyzing markets and
assessing the results of any advertising campaigns, keeping in
contact with designers and copywriters, managing customer
relationships etc. Since the team usually comprises professionals
such as copywriters, designers, video producers etc., the job is a
constant challenge since you need to permanently expand and
enrich your skills and keep up with the latest advances in
technology. But if you hold a business degree and you are not
particularly happy with following the typical professional
pathways, you can opt for jobs within more creative companies.
Positions tha require business acumen and analytical thinking
are needed even in the most creative fields of activity.
159
Careers in media. If you envisage embracing a career in
media as a business graduate, you should know that you can find
jobs in human resources, accounting, marketing and branding,
management, sales or PR, to mention but a few. But you need to
be aware that although it is unlikely that you would be involved
in creative tasks such as production, writing or editing, you still
have to possess some knowledge of the media sector in which
you work.
Careers in human resources. Great communication skills
and business knowledge are a mix that can get you an interesting
job in the human resources sector. The HR depertment deals,
among others, with staff recruitment, remuneration and training.
Although interpersonal skills and basic understanding of
management and business operations are a must for a job in HR,
you also have to be constantly informed on company regulations
and employment laws.
(Adapted from http://www.topuniversities.com)
PRACTICE
A.Find words in the above text which have the following
definitions:
a)the ability to think clearly and make quick decisions (paragraph
7);
160
b)the process of finding people to work for a company or become
the new member of an organization (paragraph 9);
c)an agreement between a buyer and a seller to echange goods,
services or financial instruments (paragraph 4);
d) a rule or directive made or maintained by an authority
(paragraph 9);
e) an advantage or something extra, such money or goods, that
you are given because of your job )paragraph 3);
f) an occasion when two or more companies join to make one
larger company (paragraph 4);
g) the activity of selling goods to the public, usually in shops
(paragraph 5);
a title conferred by univesrities and colleges as an indication of
the completion of a course of study (paragraph 7);
the purchase of a financial product or other item of value with an
expectation of favourable future returns (paragraph 4).
161
c. If you work as a business consultant, you do not work in a
ateam. T/F
d. In human resources, interpersonal and communication skills
are not always necessary. T/F
e. Business careers provide a higher stability level and allow an
easier switch to other professions. T/F
f. A business graduate cannot work in advertising or media. T/F
g. Human resources workers must be updated with any
amendments to the labor legislation. T/F
162
people who are facing the same problems and want to pool their
enthusiasm and expertise. They help to overcome one of the most
discouraging features of becoming self-employed -isolation.
163
Career development is the (10)……………………………
process of managing your work experience within or between
organizations. Many universities have a career (11)
…………………………….. department that offers information
and placement (12)…………………………….. to graduates who
are looking to start their careers in the business sector.
E. Match the words on the left column with the concepts on the
right column so as to create meaningful collocations:
164
F. Complete the sentences below with collocations identified in
the above table:
a. Our organization ………………………….
………………………………… in the field of mining and coal
exports.
b. The ………………………….
…………………………………… that we provide are private
health insurance and holiday vouchers.
c. For the moment the company ………………………………
the necessary…………………………… to expand nationally.
d. The…………………………………
…………………………………. They offered was not
motivating enough for me to consider them as a potential
employer.
e. First you have to……………………………….. some
…………………………………. In the field and only then you
can ask for a promotion.
f. This IT company relies heavily on……………………
……………………………… of undergraduates from
specialized schools.
g. As a result of the merger, it was necessary to
……………………………… a number
165
of……………………………………………. Aater paying them
a compensation.
UNIT 2
MARKETING
166
Which of the four definitions of marketing do you
prefer and why? Share your opinion with your partner:
Selling means you sell what you make; marketing means
you make what you can sell.
Marketing means the right product, in the right place, at
the right price, and at the right time.
Marketing means identifying customers, defining and
developing the products of services they want, and
making and distributing them.
Marketing means anticipating and creating needs:
producing useful things customers didn’t know they
wanted until you produced them.
167
Example: wholesaler = an intermediary that stocks
manufacturers’goods or merchandise, and sells it to retailers
and professional buyers
168
7. ......................=the extent to which supply or demand (the
quantity produced or bought) of a product responds to
changes of price
8. ..............................= the strategy of setting a low price to
try to sell a large volume and increase market share
169
product placement refers to when a company pays for its
products to be seen in films or TV programmes.
adjustable low-cost
affordable low-risk
attractive made-to-measure
best-selling man-made
built – in modular
compact off-the-shelf
convenient one-touch
cost effective optional
customized portable
easy-to-clean practical
easy-to-maintain reliable
economical to run revolutionary
efficient secure
energy-efficient shock-absorbent
environmentally-friendly sophisticated
expandable state-of-the-art
functional stylish
fully automatic customized
170
hands-free time-saving
hard-wearing trouble-free
high-quality ultra-light
high-speed up-to-date
high-tech user friendly
innovative integrated
labour-saving well-built
limited edition well designed
long-lasting well-made
171
Brands and branding
A brand is a name a company gives to its products so they
can be easily recognized. In many cases, this may be the name
of the company itself: the make of the product. For products
like cars, you refer to the make and model, the particular type of
car. Brand awareness or brand recognition is how much people
recognize a brand. The ideas people have about a brand is its
brand image. Branding is creating brands and keeping
them in customers’ minds through advertising. A brand should
have a clear brand identity so that people think of it in a
particular way in relation to other brands. Products that are not
branded, those who do not have a brand name, are generic
products or generics.
Sales
Businesses live ot die, of course, by their sales. The
salesperson’s or organization’s sales target is the number or
value of goods that they (=the sales reps)hope to sell during a
given period. Sales figures show unit sales, the number of goods
sold, and sales revenue, sales revenues , or sales turnover, the
money resulting from these sales. Sales volume, confusingly,
can mean either unit sales(the number of goods sold), or sales
revenues. Do not confuse the noun sale with the verb sell, sold,
sold. If you make a sale, you sell something. Do not confuse
sales in this context with sale used to talk about a period when
prices are reduced temporarily. Note that turnover referring to
sales is used mainly in British English.
172
Costs and cost-cutting
PRACTICE
173
1.Give three examples of brands to which you are
loyal. Why are you loyal to them? How can you best describe
them to the other members of the class?
2. What products are there for which you are what
marketers call ’’a brand-switcher”(i.e. you have no preference
for or loyalty to a particular brand?
3. What products can you think of for which the name of
the brand is totally unimportant so that you don’t even notice?
4. Do you rely on famous brands? Can you provide some
relevant examples?
brand/copyright/convenience goods/product/brand
name/product line/trade mark/specialty goods
174
1. A........................................... is defined as anything capable
of satisfying a need or want (including services such as bank
loan, a haircut, a meal in a restaurant, etc.).
2. A.............................. is a name (or sometimes a sign, symbol
or design) used to identify the goods or services of a
particular manufacturer, seller or supplier and to
differentiate them from the goods or services of the
competitors.
3. A ................................. is a group of closely related products
which usually have the same function and are sold to the
same customer groups through the same outlets.
4. .................................... is the exclusive right to reproduce,
publish or sell the manufactured goods.
5. .................................... are durable goods with unique
characteristics that informed customers have to go to a
particular store to buy.
6. ...................................... are cheap products which people
use regularly
7. ........................................ is a brand or part of a brand that is
given legal protection.
8. ....................................... is part of a brand which can be
vocalised, it is utterable.
176
a. ’’I really hate it when someone phones me at home
and starts trying to sell me something.” ...................
b. ’’It’s OK buying books and CDs, because seeing them
on the screen is all you need.” ....................
c. ’’Yesterday some people were handing out satchets of
shampoo at the railway station. I used it today and it’s
really good, so I think I’ll buy some.”...............
d. ’’Every time I buy gas, they give me points on my card
which add up so that every six months or so I can
choose something nice from their catalogue.”..............
e. ’’I hate it because you can’t see the things you want
like you can online, only what they choose to show
you.”..................
f. ’’I get so much junk mail in my mail box that I put most
of it straight in the bin.” ........................
g. ’’I like it because it’s good to have everything
demonstrated and explained.” .....................
a. Loyalty cards
b. Personal selling
c. Free samples
d. Cold calls
gas stations
177
shoe manufacturers
insurance company
supermarkets
industrial cleaners
high- fashion boutiques
breakfast cereal company
cosmetics company
gas/electric company
Read the following text, and then write a brief heading for
each and every section
1.______________________
3.________________________
Some companies include their name in all their products
(corporate branding) e.g. Philips, Yamaha. Other companies do
individual branding, and give each product its own brand name,
so the company name is less well-known than its brands
(compare the name Procter & Gamble with its individual brand
names Pampers, Pringles, Duracell and Gillette). Some
179
companies, such as the major producers of soap powders, have
a multi-brand strategy which allows them to fill up space on
supermarket shelves, leaving less room for competitors. Even if
one brand ’’cannibalizes”(or eats into) or takes business away
from another one produced by the same company, the sales do
not go to a competitor. Having three out of 12 brands in a
market generally gives a greater market share than having one
out of ten, and gives a company a better chance of getting some
of the custom of brand-switchers.
4._____________________________
Brand(s)
Look at the seven word combinations with the word
’’brand” and then match each one to one of the comments
below:
***
Extra materials
Reading
The Force of a Logo
182
At the same time, from a $40/share price in 1990, Tommy
Hilfiger’s share price fell to $22.62 in 2000.
Hilfiger himself has an explanation for the failure: ”At
one point, I told my people ’We have to be the first in trends,’ so
we rand out and tried to do the coolest, most advanced clothes.
We didn’t do just denim embroidery. We jeweled it. We studded
it. We really pushed the envelope because we thought our
customer would respond. But the customer did not respond in a
big way, and our business last year – men’s, women’s, junior’s –
suffered as a result.”9
The company disposed of the strong logo that made them
famous in the 1990s, when the most successful products had been
the T-shirts with the red-white-and-blue logo emblazoned across
them. By getting rid of the logo, making it very small and
adopting an urban appeal, Tommy Hilfiger copied the market
policy of companies such as Polo, Nautica or Munsingwear (the
first to launch the original Penguin golf shirt in the U.S.) who
needed a shortcut to making it at the suburban mall with inner-
city attitude in the hope of merging the two areas – suburban and
the inner-city.
But this megalomania of a logo-eccentric brand, like CK,
Ralph Lauren or Dolce & Gabbana, is suggested by specialists
to have been a step too far from a brand positioned between Gap
and Ralph Lauren, based on a strong logo with 100% US
identity.
Another mistake observed by specialists was to open
stores in expensive locations, such as London’s Bond Street and
Beverly Hills’ Rodeo Drive, where the target customers’average
9
htpps://knowledge.wharton.upenn.edu/article/keep-the-heritage-of-the-brand-intact-
tommy-hilfiger-weathering-the-ups-and-downs-of-retail-fashion
183
age is 50, while the target customers of the brand had definitely
been youngsters. ”We thought all the cool people in LA come to
Rodeo. But they don’t.” Still, the company decided to launch a
limited edition luxury collection, accounting for 3% of sales,
inclusing garments amounting up to US$7,000 a piece, with the
announced purpose of fueling growth though high profile
runaway shows or by dressing celebrities.
But Tommy Hilfiger cannot compare with Louis Vuitton,
Gucci or Dolce & Gabanna, as they positioned from the very
beginning as an ”affordable, accessible, aspirational,cool,
American classic”, and the very moment you are not conforming
to the rules, you start losing market share.
Since 2001, the company is struggling to learn from
previous mistakes and regain its confident customers. That is
why they returned to the rrots: classic with a twist, at the cost of
never again being the hot, sexy, overly talked about, flashy,
zippy, fast-growing company that they used to be.
” Would I like to be a luxury brand? Absolutely,” Hilfiger
recently said, but forced to cope with harsh recession realities,
he said that the main focus is on being an affordable premium
brand based on the force of the logo.
(Adapted from Matt Haig, The Truth About the 100
Biggest Branding Mistakes of All Time, 2010, pp.170-174)
Practice
184
In 1994, the food conglomerate Quaker Oats Company,
owned by Pepsi until 2001, bought a quirky soft-drink
(1)..................................... called Snapple for US$ 1.7 billion.
The company believed that the drink brand was worth the price
(2).............................., because they had already achieved an
(3)................................ success with the sports drink Gatorade.
However, considering their brand
(4)..............................................., the two drinks couldn’t have
been further apart. Gatorade was about sports and a high
energy, Snapple, on the other hand, has always been
(5)................................ as a New Agey and
(6)................................... alternative to the more usual soft drink
brands. The mistake came from the fact that Snapple drinks were
sold at (7).....................................shops and petrol stations, while
Quaker deployed its usual mass (8)....................................
techniques and placed the barnd in supermarkets and
hypermarkets. The other problem was the way Quaker decided to
promote the product, abandoning the extravagant advertising
(9)........................ in favor of a more conservative approach. The
day after Quaker announced that it would sell the Snapple drink
business for US$300 million (over five times lower than the price
they had bought it for), The New York Times pointed the finger at
the misguided (10)................................. campaigns.
1. rebranding=
2. brand awareness=
3. marketing=
4. logo=
185
5. marketing management=
6. brand identity=
7. market segmentation=
8. buying behavior=
9. target market=
10.market share=
***
Describing products
Match the adjectives 1-15 with the words a-o that have
the similar meaning:
2. ultra-light b. integral/fitted
4.state-of-the-art d. useful/practical
8. tailor-made h. new/original
186
9. integrated i. customized/personalized
be more effective
Bio-degradable Non-bio-degradable
10
Biodegradable means “capable of decomposition by natural means.”(Canadian English
Dictionary, p. 40)
187
Types of materials: Metal, wood and precious stones
iron/ gold/
diamond/steel/oak/silver/emerald/tin/pine/copper/platinum/ru
by/lead/walnut/mahogany/bamboo/brass/beech/aluminum/
bronze
C. Materials. Idioms
wood/stone/silver/gold/golden/iron/lead/steel
189
B: Yes, it seemed like really bad news, but every cloud
has a ................ lining – I’ve got a new job at double the
salary!
6. A: I’ve been offered a job in New York, but I’m not sure
about going to live abroad.
B: You really should think about it. It sounds like
a .............. opportunity to me.
190
d. How length/long is it?
e. What is its long/length?
f.How much does it weigh/weight?
g.What is the weigh/weight?
14. It was so early in the morning that she answered the door
in a dress/dressing gown/robe.
15. How much is that trouser/are those trousers/are those
pantaloons in the window?
16. What mark/brand/trademark of toothpaste do you see?
17. A business has to pay a lot for
advertising/propaganda/publicity on TV.
193
Materials
2. chairs .........................
Clothing
Decide whether the following clothes are usually worn
above the waist, below it, or both, and whether they are
worn usually by women or men, or both.
194
Above below above/belo women men men/wome
w n
nightgown
suit
vest
tights
top hat
turtleneck
skirt
shirt
dress
tie
socks
jeans
trousers
cap
jacket
bra
underwea
r
gloves wrist
socks hands
tie waist
belt finger
195
ring feet
bracelet neck
cap head
brooch chest
necklace neck and shoulders
scarf
Quantities
a. physical appearance □
b. after-sales service □
c. reliability □
d. durability □
e. image □
197
f. price □
g. reputation □
h. suitability □
II.2. PRICING
11
Suggested translation search engine: www.magicsearch.org;
Suggested online dictionaries: www.dictionary.com; www.lexicool.com;
www.dictionary.cambridge.org; www.dictionary.reference.com
12
Sales target/ profit target: the quantity of sales/ profit a business wants to achieve.
198
Market penetration pricing: some companies launch
products at a price that only gives them a very small profit
because they want a big market share13.
Market skimming: some customers will pay almost any
price so the company can charge a really high price, then
lower it to reach other market segments.14
If a company has a higher demand for its products than it
is able to supply, it can raise its prices. This is often done
by monopolists.15
Prestige pricing or image pricing: products positioned at
the luxury end of a market need to have a high price. The
target customers will not buy them if they think the price
is too low (e.g. BMW, Rolex).
Going-rate pricing: if a product is almost identical to
competitors’ products, companies might charge the same
price.
PRACTICE
........................
........................
prices
........................
........................
........................
II.3. QUALITY
What is quality?
Quality management
201
emphasis on a continual increase in customer satisfaction
combined with lowering costs by eliminating waste.
A variety of approaches
Quality costs
202
the fewer sales as a result. Here are just some of the ways that
companies have to spend money and time to ensure quality:
PRACTICE
203
Find a word in the above text that matches each definition
below:
204
5. If you improve the quality of a product, then you
e.................e the quality.
6. If you state the quality that you want in an exact and
detailed way, then you s.................y the quality.
7. If you regularly watch or check the quality of something to
find out what is happening, then you m..................r the
quality.
reliability/goodwill/benchmarking/warranty/
serviceability
1. .....................................= comparing what competitors are
doing and adopting the best solutions;
2. ......................................=accurate, regular performance
according to specification. Parameter which is taken into
consideration since the research and development stage.
3. .................................... =a guarantee or promise that goods
will meet a certain specified level, will be repaired or
replaced free of charge in the specified period of time.
4. .....................................= ease of maintenance and repair.
5. .....................................=customer’s satisfaction and loyalty
to a company (hence the reputation of a company).
205
1. What else do you know about Total quality
management (TQM) beyond what is mentioned in the text?
2. ’’You get what you pay for”. Is this true? Think of some
examples for both sides of this argument. Write a short essay.
Here is an idea to get you started:
II.4. ADVERTISING
206
4. Advertising often persuades people to buy things they
don’t want.
5. Advertising lowers the public’s taste.
6. Advertising raises prices.
7. Advertising does not present a true picture of products.
8. Advertising has a bad influence on children.
207
To reinforce a brand;
To stimulate demand, either by getting new customers to
try a product (e.g. free sample, free trial), or by getting
the existing customers to buy more or sooner.
Promotional activities
1. Advertising: This includes the whole variety of media
outlets (television, radio, print, Internet, direct mail,
outdoor, indoor, product placement, mobile devices and
sponsorship).
Large companies rarely handle their own advertising. They
usually use the services of an advertising agency.
Who does what in an advertising agency?
Account manager: works with the client to develop
the strategy;
Creative team: generate ideas and take the initial
concept through to the final advertisement;
Market researchers: assess the client’s market
situation and test creative ideas;
Media planners: actually place the advertisements in
the various media and negociate deals with them.
208
Monitoring the media for any coverage of the
company and maintaining contacts with people in
the media;
Keeping in contact with customers and/or
employees through company newsletters, blogs
etc.;
Crisis management when something happens that
threatens the company’s image;
Organizing special events to build both brand
awareness and brand loyalty. Events might include
parties, product demonstrations, seminars etc. –
often in unusual locations;
Building goodwill through community programs and
philanthropy.
Trends in advertising
209
Changing media choices: cellphone screens, social
networking sites, podcasting(audio and video);
Digital convergence: everything will connect to the
network (not just computers, televisions and cell phones,
but also wallets, fridges and cars);
Audience monitoring: tracking and measuring how
consumers respond to advertisements is becoming easier
and more important;
GPS in personal mobile devices: this allows businesses to
push targeted, location-specific advertisements (e.g.
restaurants, bars).
PRACTICE
210
to stimulate in contact with customers
to take demand by offering a free trial
to place awareness of a new product
to issue how customers respond to advertisements
to keep an initial concept through to the final ad
to monitor targeted advertisements to a mobile device
to push a news release
Complete the chart below with the words in the box. Can
you think of other words? Use a good dictionary to help you.
directories/persuade/promote/cinema/run/mailshots
place/free samples/commercials/public transport
/launch/leaflets/exhibition/billboards/hoardings/word-
of-mouth/radio/point – of- sale/posters/research
/sponsor/target/endorsement/slogans/television/press
/jingles/sponsorship/publicise
Advertising
advertisement/advert/ad(in writing)
commercial(on TV or over the radio)
poster
213
budget. The agency creates advertisements (often abbreviated
to adverts or ads), and develops a media plan specifying which
media- newspapers, magazines, the Internet, radio, television,
cinema, posters, mail etc. – will be used and in which portions.
PRACTICE
215
B. Find the words in the text that mean the following:
Questions;
Repeating sounds;
Repeating a word /pattern of words;
Using opposite words/contrasting ideas.
217
2. Do you find the advertisements on television generally:
informative? Persuasive? Amusing? Well made? Artistic?
Worth watching? An annoying interruption to the
programmes? Sometimes better than the programmes?
218
”Your own/personal brand is a gurantee of your
own/personal value. It sets you apart from your fellow beings,
from your peers/colleagues/co-workers, from your competitors
and it....../.It also allows/enables you to increase/to enlarge/to
expand your success. Your own/personal brand does not refer
to/has nothing to do with creating an image for the outside
world. It refers to /It has to do with the understanding of the
unique/one of a kind combination/mixture among the rational
and emotional characteristics/attributes - /such as: your/one’s
ability, skill(s), value(s) and passion - /as well as their use in
order to set you apart from the others/the rest of the world
together with guiding your career decisions. The defining/The
main elements of /in terms of one’s brand/in terms of the
personal/own brand are as follows/refer to: one’s clear/specific
identity, one’s creativity/resourcefulness, one’s spontaneity,
one’s charisma, one’s reliability, one’s ability to make quick
decisions, one’s flexibility, one’s ability of overcoming obstacles,
one’s personality, how much you mean for the others/one’s
personal value for the others around you, yet/but also/as well as
one’s style, the way you make yourself visible for the rest of the
world as such.”(Alexandru – Mircea Nedelea, Personal
Marketing, Casa Cărții de știință Publishing-house, Cluj-Napoca,
2018, p. 126)
II.5. Sales
219
What sales thinks about marketing?
Sales techniques
221
Then, either remove the objection, or minimize its significance or
turn it into a positive one.
Closing: Look for buying signals that show the customer is nearly
ready to make a decision:
PRACTICE
2. Command ..........
4. Fear ..........
5. Alternatives .............
6. Summary ..............
7. Assumption ..........
222
a.’’If you give me the go-ahead now, then I can have it up and
running within a week.”.............................
b. ’’We have them in stock for immediate delivery, but you know
they are selling fast.”.................................
f. ”Yes, I can see that this is going to work really well for
you.”..............................
g. ”So, this solution gives you something that works well with
your existing equipment, is easy to install, and gives you
significant cost savings. Can fhop ahead?”..........................
1. So, it looks like this solution works well for you. Shall h
g op in
front of/go ahead?
223
4. This is the actual /latest model.
5. You’re lucky – it’s for sale/on sale this month. We’re running a
special promotion.
6. Yes, the one in the shop window is for sale/on sale – you can
buy it.
224
Example: give up (production)→get rid of, discard (because
unwanted)
1. give up(production)
a. accept
b. decrease, become fewer or less
c. begin to be successful
225
d. continue
e. destroy or abandon
f. find space ghop su to something else
g. get rid of, discard
h. have, create ideas
i. make up
j. perform, undertake or do
k. produce, launch
l. remove (from something larger)
m. agree to stop or discontinue ......
n. survive or live while lacking something
o. think about, prepare or plan the future
p. try to find
II.5.a. Retailing
Pre-reading
227
Unit shops are also called independent shops or outlets.
They are usually sole traders or partnerships. In recent years,
they have faced tough competition form the large chain stores.
competitive prices;
they sell the same range of goods;
they are located in popular sites in town centres or
important suburbs;
they have a similar layout and display;
they practise a centralised buying of goods;
they focus on extensive advertising campaigns;
they do their own national training of staff.
PRACTICE
1. If there are too few retail shops, prices may rise because:
a. bigger shops spend more on advertising;
b. more shop assistants are needed for the bigger shops;
c. there is too little competition;
d. there are too few goods on sale.
230
4. A department store is
a. difficult to reach for people without cars;
b. successful in business where specialist knowledge and
personal service is important;
c. a large building with several floors, sited in the centre of a
large town;
d. a sole trader.
231
***
Extra materials
Reading
232
Familiarity: the customer acquires more information and
is now able to draw comparisons between companies and
products;
Trust: the consumer gains trust in the brand and develops
a bond;
Commitment: when the prospect customer places an
order,, and the more satisfied the customer, the stronger
the relationship and the possibility of repeated exchanges.
But the greatest of al lis the risk of a brand failure, because
the Internet is a fast means of communication, and allows
dissatisfied customers to spread the anti-brand message. And
when a brand fails to deliver its promise, there are always a
dozen of replacements that are on a click distance from the
customers.
Amazon.com is an example of how relationships can be built
on the Internet. Once a customer purchases a book, Amazon.com
starts collecting information about the interests of the person,
making book selections and guiding the individual towards them.
Brands such as Amazon, eBay, Yahoo! understood the
importance of communication between users, which not only
increases loyalty to the brand, but allows the brand to expand its
activity in line with people’s interests.
When Amazon decided to introduce variable pricing, they
decided to launch a one-week trial on the DVD products only.
Then the company employees monitored the DVD Talk chat
forum to gauge the consumer behavior. When they discovered a
set of negative comments, they immediately withdrew the policy
because, in the words of Amazon’s chief executive Jeff Bezos,
”it created uncertainty for customers rather than simplifying their
lives.” They acted quickly, and avoided a disaster, but this is not
233
always the case, because in most of the situations, the fast
transmission of a negative message via the Internt can
permenently damage a brand.
”On the Internet, there is less control over the brand message.
If a business fails to inform the online public about a product
flaw or a weakness in its service, consumers will be quick to
inform each other. They can join a chat room, post a message to a
discussion board or even set up their own Web site. Everyone is
connected to everyone else an can make their opinion heard. This
means that the perception of the brand has never been closer to
the reality of the product or service as it is today. There is no
fooling the target market.”
But the greatest of all mistakes ist o think that you can do
anything on the Internet. Once the customer created a certain
image of the brand, it is very difficult to change that perception.
This the case of Amazon.com, which turned from number 1
books and CDs shopping platform to a destination site where
customers could find almost everything:DVDs, electronics,
software, toys and video games, interior decoration products, a
gift card generation system, electronic cards, auctions, inclusing
a partnership with Sotheby’s auction house (where Amazon
invested $45 million for a 1.7% of Sotheby’s shares), credit
cards, through a co-brand agreement with NextCard Inc. That is
unbelievable!
From ”The best bookshop in the world”slogan, they had to
alter it into ”The largest range of products in the world.”
(Adapted from Matt Haig, Brand Failures – The Truth About 100 Biggest
Branding Mistakes of All Time, 2010, pp.185-188; Al Ries & Laura Ries, The 11
Immutable Laws of Internet Branding, 2000, pp. 137-154; Sameer A. Kulkarni, A
Textbook of Virtual Marketing, 2008, pp. 57-74)
234
PRACTICE
235
B. Match a concept (from 1-10) with its definiton (a-j):
1. distribution channel
2. free trial
3. promotional scheme
4. prospect customer
5. product flaw
6. target market
7. auction
8. hit
9. E-commerce
10. surfing
UNIT 3
ECONOMICS
1. How much cash do you have with you at the moment? Do you
a. know exactly?
b. know approximately?
16
Read more on http://www.businessdictionary.com
237
c. not know at all?
3.Do you
a. give money to beggars?
b. give money to charities?
c. give away used itms, such as clothing?
5. What do you think about people who do not pay the correct
amount of tax? Is this
a. a serious crime?
b. morally wrong but not a crime?
c. excellent business practice?
238
6. If you lend a colleague a small amount of money and he/she
forgets to pay it back, do you
a. say nothing?
b. remind he/she that he/she owes you money?
c. arrange to go for a drink with them and say you’ve
forgotten your wallet or purse?
239
A stockbroker is someone who buys and sells stocks and shares
for clients, and charges a comission.
PRACTICE
Word families
240
Financial vocabulary covers areas including economics,
banking, marketing, personal finance and planning. Here is a
selection of key words. Complete the chart:
Bank charges
242
Choose the best explanation for each of the terms in italics
from a), b), c):
1. setting up fee
a) a charge made for a new account;
b) a charge when money is paid in or taken out from an
account;
c) a fixed charge when an overdraft agreement is made.
2. base rates
a) the rate of interest charged to customers who borrow
from the bank;
b) a rate used to help decide the level of interest on loans
from the bank (the bank usually sets the actual interest
rate several points above the base rate);
c) all charges made to an account in a year.
3. margin
a) the percentage above the base rate that a borrower is
asked to pay;
b) the profit that a customer makes from having an
account in credit and so earning interest;
c) the cost of borrowing.
244
Salaries and wages are often paid after deductions such
as social security charges and pension contributions. Amounts
of money that people have to spend regularly are outgoings.
These often include:
living expenses refers to money spent on everyday
needs such as food, clothes and public
transportation;
bills refers to requests for the payment of money
owed for services such as electricity, gas and
telephone connections;
rent refers to the money paid for the use of a house
or apartment;
mortgage refers to repayments of money
borrowed to buy a house or an apartment;
health insurance refers to financial protection
against medical expenses for sickness or accidental
injuries;
tax refers to money paid to finance government
spending;
budget stands for how money a person or
organization expects to earn and spend;
currency refers to the money used in a country (e.g.
dollars, euros, pounds).
PRACTICE
246
2. People working on commission always get paid the same
amount.→
3. When you stop working at the end of your career, you receive
a pension.→
4. Most people pay a rent and a mortgage.→
make/do/buy/sell/wash/fly/win/pay
back/pick/steal/earn/donate/withdraw/spend/save/
invite/shop/waste/own/borrow /lend/lose /find
247
Read the sentences below and decide if the people have
lots of money or little money:
Price
Quality
Fashion
Your preferences
Your friend’s opinion
Other people’s recommendations
Brands
Necessity
248
Money
Circle the best word or words:
1. Money you are paid for your work is money you
earn/win/gain/profit/benefit.
2. You want to make a phone call but you only have a
(bank)note. You need some small money/little
money/small change/exchange.
3. You want to know the price of something, so you say:
"How much is it?"; "How many is it?"; ”What it costs?”
4. When you finish a meal at a restaurant, you ask for the
bill/addition/account/reckoning.
5. If you visit a doctor privately, he will certainly charge a
tariff/fee/tax. fee=charge
6. How much did you pay/pay for the plumber?
7. A professional person’s bill is often referred to as a
tariff/a charge/an account.
8. You want one of the oranges on display, so you ask how
much they are each/the one/the piece.
9. When buying something by weight, you may want to
know how much they’re a kilo/per the kilo/for the kilo.
10. You pass an empty house and see a notice outside
it which reads To sell/On sale/For sale.
11. Nobody likes to pay high/tall/big/great prices.
12. Rich/The rich/The riches should pay more taxes.
249
Group the following in columns under the headings(*** 3
words may fit in both columns):
bill/pocket
money/charge/commission/interest/premium/inheritance/tip/
instalment/dividend/wages/tax/subsidy/salary/deposit/rent/
royalties/subscription/tariff/fine/bonus/(bus)fare/fee
Fill in the blanks with some of the words in the left hand column.
The first one has been done for you:
Fill in the blanks with some of the words from the right hand
column:
250
1. I bought a fridge which I have to pay in six
months......................... of 150 dollars each.
2. If you fail to return the book by the due date,
the ..........................will be of 1$ a day.
3. He is not very satisfied with his job as he only earns
12,000 $ per year after................... .
4. The flat was downtown, yet the........................... the
couple had to pay was reasonable.
5. We made a............................. of 25% to be sure that the
shop will not sell the furniture we liked so much.
Money. Collocations
251
A. Which of these verb/noun combinations is not a natural
collocation?
1. make/earn/waste/do/spend money
2. cost/get into/make/lose/win a fortune
3. owe/pay/raise/take out/cut tax
4. go up/expand/gain/increase in value
5. pay back/pay off/take out/borrow a loan
6. economic climate/fortune/development/growth
7. monetary policy/economy/control/reform
8. financial currency/backing/difficulties/year
9. tax benefits/break/income/evasion
income tax
1. spend b a. to a beggar
2. lose d b. on food
3. give a money c. in a will
4. save e d. at the casino
5. leave c e. by walking to work
6. lend h f. in a new business
7. invest f g. into the bank
8. waste j money h. to a friend
9. pay i i. for your holiday
10. change g j. on silly things
252
C. Match the two parts of the sentences:
Cash terms
Read the following definitions below, then complete the
phrases that follow by combining an appropriate word from the
box with cash
advance/delivery/flow/hard/petty/ ready
Example: Small amounts of money in notes and coins for
regular, small purchases. petty cash
1. Money in (bank)notes and coins, not cheques or credit
card transfers.
____________cash
2. Cash which comes into a company from sales, overheads
etc.
cash _______________
3. Payment when the consumer receives the goods.
cash on _______________
4. A loan in cash against a future payment.
253
cash _______________ cash advance
5. Notes and coins available for immediate expenditure.
____________ cash
254
Do you sometimes buy things that you don’t really need?
What’s the most expensive thing that you have ever
bought?
Are you good at saving money?
Are you saving money to buy something?
Do you compare the prices beforehand in different shops
when you buy something?
Do you like shopping online? If yes, why?
How have your spending habits changed over the last ten
years?
Is talking about money a taboo subject in your country?
What thing do you most regret having bought?
borrow/afford/rent/earn/sell/cost
1. 460 ……………………………………………………
2. 1,300 …………………………………………………
3. 6,820 …………………………………………………
4. 80,500 ……………………………………………….
5. 43,000 ……………………………………………..
6. 4,200,000 ………………………………………..
Numbers.Collocations
Fun time!
“If your project doesn’t work, look for the part you didn’t
think was important.”
“The ideal resume will turn up one day after the position is
filled.”
UNIT FOUR
REVISION TESTS
258
Circle one right word:
TEST ONE
TEST TWO
1. The company will be ……………………. a new range of health
foods over the next few months.
A promoting B encouraging C competing D supporting
260
6. The advertising company has come up with a catchy
………………for the new car.
A slogan B saying C image D feature
TEST THREE
1. It doesn’t matter if you don’t know all the technical
………………..as long as you can describe the process.
A conditions B terms C particulars D qualifications
TEST FOUR
262
1.For many people job ……………………..is more important than a
high salary.
A satisfaction B expectation C achievement D acceptance
263
8. One of the advantages of this job is that they offer
accommodation at a ………………rent.
A nominal B small C poor D deficient
TEST FIVE
1. The operations ……………in how a photocopier works are
clearly explained in the manual.
A invested B invented C involved D investigated
TEST SIX
1.Sweden is known for the success in maintaining
full………………….. since the war.
265
A employment B time C labour force
4.Match the noun with the following verb to make (a) common
collocation(s): to delegate
A performance B responsibilities C decisions D objectives
266
A dismisses/promoted B resigns/promoted C
discharges/advanced
18
The selection of the English business terms is based on Voroniuc, A.,
Dicționar englez-român de termeni economici și juridici, Institutul
European, 1999
267
Accelerated depreciation s. amortizare accelerată
Account s. cont, calcul, socoteală
Accountancy s. profesia de contabil
Accountant s. contabil
Account book s. registru contabil
Accounting s. contabilitate
Accounting period s. exercițiu financiar
Accounts s. înregistrări contabile
Accounts payable s. conturi de creditor
Accounts receivable s.pl. conturi debitoare; ~ de creanțe
Advance adj. anticipat; payment in advance s. ~ plata anticipat
Advertising account s. buget de publicitate
Advice of dispatch s. aviz de expediție
Afford v. a-și permite
Allowance s. 1. indemnizație; 2. alocație
Amendment s. modificare a condițiilor unui acreditiv
documentar
Amount s. cantitate
Applicant s. solicitant, candidat
Application s. cerere, solicitare
Appointment s. numire, ora rexervată, întrevedere
Appreciation s. creșterea valorii
Ascertain v. a constata; a stabili
As is goods expr. mărfuri oferite fără garanție
As per expr. conform cu
Assessor s. expert evaluator
Assets s.pl. 1. activ; 2. fond
At a discount expr. la un preț mai mic
268
At a premium expr. la un preț mai mare decât valoarea
nominală
Auction s. licitație
Audit s. audit, revizie contabilă
Auditor s. auditor, revizor contabil
Average s. medie
271
Consignment s. lot de mărfuri expediate
Consignor s. expeditor al mărfii
Contingency s. situație neprevăzută
Contingency clause s. (în cadrul unui contract) clauză de forță
majoră
Credit s. credit
Credit v. a credita
Credit card s. carte de credit
Current account s. cont current
Current assets s. active curente; capital circulant
Current liabilities s.pl. datorii curente (cu scadență la perioada
contabilă prezentă)
Current price s. prețul curent
Cut out v. a stopa
273
E
274
Extend the validity of a document expr. a prelungi valabilitatea
unui document
Extension s. prelungire
External adj. extern
276
Hold steady v. a rămâne constant
Hostile takeover bid s. ofertă de cumpărare a unei alte firme,
neagreată de administrație al acesteia din urmă
I
277
Jeopardy s. pericol, risc
Job sharing s. ocuparea unui post de către două personae,
fiecare cu jumătate de normă
Joint account s. cont comun
Jump v. a crește brusc (prețuri)
Junk bond s. obligațiune cu risc mare
Option s. opțiune
Order s. comandă
Order v. a comanda
Outlays s.pl. cheltuieli
Outstanding adj. neachitat
Overdraft s. aranjament între bancă și client privind plăți
efectuate cu depășirea sumelor existente în cont
Overdraw v. a depăși la retrageri suma existentă în cont
280
Overdue adj. întârziat, neplătit la scadență
Overhead(s) s.pl. cheltuieli indirecte
Overstaffed adj. cu personal ce depășește necesitățile din
punctul de vedere al numărului
Overstaffing s. încărcarea unei firme cu personal peste
necesitățile reale
Overtime s. ore suplimentare prestate
Owner s. proprietar
Ownership s. drept de proprietate
Sample s. eșantion
Script s. document original
Seal s. marcă, ștampilă, sigiliu
Securities s.pl. titluri de valoare
Security s. garanție (pentru un împrumut bancar)
Sender s. expeditor
Seniority s. vechime în câmpul muncii
Set v. a stabili (un obiectiv, un termen)
Set a deadline expr. a stabili un termen limită
283
Settle a debt expr. a achita o datorie
Share s. acțiune
Shareholder s. actioner
Sinking fund s. capital/fond amortizabil
Sleeping partner s. partener care are acțiuni, dar nu participă la
managementul firmei
Slump s. scădere bruscă a prețurilor(la bursă), perioadă de
declin economic
Soft currency s. valută instabilă
Solvent adj. solvabil
Spread out v. a eșalona
Staff s. personal
Standing order s. serviciu bancar constând în plata la date
regulate a unor facturi ale titularilor
Stockholder s. acționar
Storage s. înmagazinare
Straight time s. plată fixă pe oră
Subsidiary s. filială
Subsidy s. subvenție
Supply s. ofertă, aprovizionare, provizie
Unemployment s. șomaj
Upstairs market s. bursă
Upsurge s. creștere, dezvoltare
Unrealizable goods s. mărfuri nevandabile
Unskilled worker s. muncitor necalificat
User s. consummator, utilizator
285
W
286
References
Anderson, S., Pelteret, C., Work on Your Idioms. Master the 300
most common idioms, HarperCollins Publishers, 2002
287
Mann, M., Taylore-Knowles, S., Use of English for Advanced,
Macmillan, 2009
288
Spooner, M. D., McKellen, J.S., Applying for a Job in English,
Penguin Books, 1990
WEBLIOGRAPHY:
http://europa.eu
http://www.market-leader.net
http://www.englishclub.com
http://www.angelo.edu
http://www.businessinsider.com
289
http://www. bbc.co.uk
http://www.careerprofiles.info/business-careers.html
http://www.clarkandmiller.com – Gabriel Clark, 41 Personality
Idioms to Describe People You Love (and hate), Vocabulary in
English, posted September 12th, 2018)
http://www. wikipedia.org
290
TEMA PE PARCURS PE SEMESTRUL I (se va preda în
ziua colocviului în format A4)
291
A. Find the words in the text that are synonyms to bank by
computer.
292
c. Companies cannot phone to their banks with
instructions concerning the payroll.
5.a. You can ask the bank to repay you the cost of
paper.
b. You receive more money from the bank for using
their services.
c. You can ask the bank to give you some stimulus
for using the PC banking.
1. up-to-the-minute accountings
…………………………………
2. account-balance updates
……………………………………….
3. cash-management decisions
……………………………………
4. tax-payment authorizations
…………………………………….
293
E. Decide whether the words written in bold are written in
their right form. If not, rewrite the whole sentence by
using their right form:
294
Potrivit unui studiu realizat la nivel global de Oficiul de
Muncă din SUA, bărbaţii lucrează în medie 48 de ore pe
săptămână, mai mult decât femeile care au o medie de doar 35 de
ore pe săptămână. Responsabilităţile legate de îngrijirea casei, a
copiilor, a vârsticinilor din familie sau a membrilor bolnavi, nu
permit femeilor să rămână mult la serviciu după terminarea
orelor de program. Conform studiului, la cuplurile căsătorite car
au şi copii, orele de muncă ale bărbaţilor cresc, în timp ce
programul femeilor se reduce. De exemplu, în Ungaria, prezenţa
copiilor în familie se reflectă prin prelungirea programului de
lucru al bărbaţilor cu 13-19% faţă de cel al femeilor, iar acest
procent creşte odată cu numărul de copii dintr-o familie. De
asemenea, în ultimii 3 ani, în Malaezia, nu mai puţin de 23%
dintre femei au încetat să meargă la lucru pentru a-şi îngriji
copiii. Datele culese arată că industriile unde se lucrează peste
program sunt cele de vânzări, hoteliere, pază şi securitate,
transport, depozitare şi telecomunicaţii.
295
TEMA PE PARCURS PE SEMESTRUL AL II-LEA [se va
preda în ziua colocviului în format A4]
297
d. The progressive …………………….. will benefit the people with
lower incomes.
e. Some companies try to avoid paying the …………………….by
building new expensive premises.
f. The government will implement a new scheme for private
……………………….to help senior citizens.
g. Exchange bureaux display their …………………..daily.
Many people are interested in buying ……………………..as they
are safe investments.
298
BONUS POINT (OPŢIONAL)
SEMESTRUL AL II-LEA (0,50 pct.)
3 paragrafe
1 pagina A4
299
Student’s notes
300