Business English Communication (BEC)

Winter Semester 2020/21

Introduction: What is Business English?

Syllabus
Course Plan
Content List
Introduction: What is Business English? ................................................ 3
Syllabus ................................................................................................ 4
Course Plan ........................................................................................... 6
Unit 1: Organisations ............................................................................. 7
Unit 2: Marketing .................................................................................. 14
Unit 3: Business Writing – Reports......................................................... 23
Unit 4: Finance ...................................................................................... 30
Unit 5: Business Presentations .............................................................. 42
Unit 6: Globalisation .............................................................................. 49
Unit 7: Competition ............................................................................... 55
Unit 8: Intercultural Competence .......................................................... 63
Unit 9: Change ....................................................................................... 69
Unit 10: Business Ethics ......................................................................... 76
Unit 11: Human Resources ..................................................................... 82
Unit 12: Business Writing – Emails ......................................................... 94
Unit 13: Business Meetings ................................................................... 99

Self-Study Exercises .............................................................................. 112

2
Introduction: What is Business English?
When working in an international environment, you will need a strong command of Business
English. Depending on your job, you may be having meetings with colleagues from China,
emailing with customers in France, or doing a presentation for colleagues from the US. This
means it is important to speak English fluently and accurately and have a wide range of
business vocabulary, both for small talk and for discussing topics specific to your job.

It also means having good communication skills, especially when working in an international
environment; it is important to remember that your own cultural norms may not be the
same as those of your business partners. For example, when giving a presentation in English,
it is not enough just to do the presentation in English. You also have to consider the
expectations of your audience, as this may differ depending on their cultural background.
Typically, German business presentations are thorough, detailed and contain a lot of facts
and figures. In the USA, for example, the presentation style is more upbeat and entertaining;
US presenters try to build a strong rapport with their audience by sharing anecdotes or
making jokes. You also need to keep in mind that when presenting to non-native speakers,
you should aim to make your presentation easy-to-follow, as not all of your audience
members may have strong English skills.

Therefore, in this course we will be focusing on both the language skills that you need to
communicate in an international environment and the communication skills. In addition, we
will be looking at issues related to intercultural awareness and will be giving you tips and
strategies that you can use when communicating with international business partners.

We want to strengthen and improve your English skills by focusing on business vocabulary
and grammatical structures. You will be reading texts and listening to podcasts dealing with
a wide-range of business topics. Throughout the course, you will have the chance to practice
the skills you have obtained by giving a presentation to an international audience, taking
part in an international meeting, and creating written documents for international partners.
At the end of the course, we hope that your Business English skills are such that you can
anticipate and understand cultural differences and adapt your language accordingly to
succeed in an international environment.

3
Syllabus
Unlike other courses at the FH Münster, the final mark for the Business English
Communication course is not just based on an exam. Instead, 50% of the course grade is
already collected during the course time, e.g. with the presentation and the writing
assignments. The final course grade will be determined as follows:
I. Course work (50%):
Presentation (20%)
Meeting role-play (15%)
Writing assignments (5%)
Culture brief (5%)
Grammar test (5%)
II. Final exam (50%)

Please note that you need to pass both the semester work and the exam to successfully
finish the whole course. If you cancel or fail the BEC exam, the mark for your course work is
going to be saved for one subsequent semester. This means that you need to take and pass
the exam in the next examination period; otherwise, your pre-mark will be deleted and the
whole BEC course has to be done again, including all the course assignments.
 Course work in WS → Exam in February; next possible exam in July or September.
 Course work in SS → Exam in July; next possible exam in September or February.

Please note that unlike other FH courses, language courses have a mandatory attendance.
This means you are allowed only one unexcused appointment during the course. If you miss
more than two appointments (with or without an official excuse, e.g. a doctor’s note), you
have to leave the course. To keep track of students’ presence, the attendance will be taken
in each lesson.

The following marking scheme is used for the assignments and the exam:

1,0 1,3 1,7 2,0 2,3 2,7 3,0 3,3 3,7 4,0
96+ 92-95 88-91 85-87 82-84 77-81 71-76 65-70 58-64 50-57

Learning a language only works with interaction and communication; while reading or
listening comprehension are usually unproblematic for students, it is the speaking part
which most students find difficult or even scary. The idea of the BEC course is to offer as
much speaking time as possible; therefore, a lot of exercises are done in (rotating) group
work. This will help you to express yourself verbally, as you need to do teamwork to get
exercises done or compare them together. It is also a good practice for the meeting role-play
at the end of the course.

4
To get more comfortable speaking English, it is vital that all students actively take part in the
lessons. This also means that homework is completed before class sessions in preparation
for the lessons. The homework will be corrected together in class. The writing assignments
as well as the grammar test are collected, marked and then handed back.

In addition to homework, we encourage students to do the self-study part at the end of this
booklet. The goal of the self-study assignments is to give you extra practice in vocabulary,
grammar, and reading comprehension in order to prepare you for the final exam. The self-
study part is sorted by units, so that you can find corresponding exercises for each unit of
this booklet in the respective self-study part. There is also an additional grammar part at the
end of the self-study part. The answers for all the self-study exercises can be found at the
end of this book.

If not stated otherwise, the tasks and exercises in this book are based on material taken
from “Market Leader: Intermediate Business English” (course book and practice file; 3rd
Edition), published by Pearson Education Limited. The pictures are taken from open sources
such as pexels.com, pixabay.com, quora.com and shuttlestock.com.

Please note: Stealing intellectual property of any sort will not be tolerated and will result in
a 5.0 in the course. This includes taking presentations or writing assignments from students
who did the course previously. You must also cite all information that you find on the
internet or elsewhere (e.g., on your presentation slides). Please take this seriously.

5
Course Plan
Please note in-class is supposed to be 60 SWS, and homework, assignments and self-study
are based on a workload of 100 SWS.

Date Day and time Topic

1 Introduction
Thursday Unit 1: Organisations
15 October 2020 9 – 12.15
2 Unit 2: Marketing
Thursday Unit 3: Business Writing - Reports
22 October 2020 9 – 12.15
3 Unit 4: Finance
Thursday Unit 5: Business Presentations
29 October 2020 9 – 12.15
4 REPORT #1 DUE
Units review #1 (Units 1, 2, 4)
Thursday Unit 6: Globalisation
5 November 2020 9 – 12.15
5 Unit 7: Competition
Thursday Unit 8: Intercultural Competencies
12 November 2020 9 – 12.15
6 REPORT #2 DUE
Units review #2 (Units 6, 7, 8)
Unit 9: Change
Thursday Unit 10: Business Ethics
19 November 2020 9 – 12.15
7 CULTURE BRIEF DUE
Unit 11: Human Resources
Thursday Unit 12: Business Writing – Emails
26 November 2020 9 – 12.15
8 Culture Brief Presentations
Thursday Presentation Preparation
3 December 2020 9 – 12.15
9 PRESENTATIONS
Please provide copies of the presentation slides
Thursday to the lecturer!
11 December 2020 9 – 12.15
10 EMAIL DUE
Units Review #3 (Unit 9, 10, 11)
Thursday Grammar Revision
18 December 2020 9 – 12.15
11 GRAMMAR TEST
Unit 13: Meetings

Self Study:
Thursday Studying the Meeting Phrases
7 January 2021 9 – 12.15 Prepare for Meeting Role Play
12 MEETINGS ROLE PLAY

Thursday Self Study:

14 January 2021 9 – 12.15 General Revision
13 Discussing the Grammar Test
Thursday Practice Exam
21 January 2021 9 – 12.15
14 Practice Exam Review
Thursday General Revision
28 January 2020 9 – 12.15

6
Unit 1: Organisations

Vocabulary: Organisations
Reading: Google
Grammar: Present Simple and Present Progressive

7
Vocabulary: Organisations
During the working life, people are always part of an organisation – may it be a small or
medium-sized company or a global player. This chapter is designed to offer vocabulary
dealing with different departments, company structure, company culture, and hierarchy.

A
In an organisation, people are on different hierarchy levels – a trainee has a different
status than a CEO. How important are the following things in showing a person's status in
a company? Give each item a score from 1 (low status/not important) to 5 (high status).
 your own office
 a uniform
 a company credit card
 fixed working hours
 flying business class
 having an assistant
 taking holidays when you like
 a personal business card
 a company car
 the latest mobile phone, paid by the company

B
Match the words in the box below to the correct definition.

subsidiary factory/plant call centre service centre headquarters

parent company distribution centre warehouse outlet

1. _________________________________ a place where people answer questions and

make sales over the phone
2. _________________________________ a building from which goods or supplies are
sent to factories, shops or customers
3. _________________________________ a place through which products are sold

4. _________________________________ a place where faulty products are mended

5. _________________________________ a company which is at least half-owned by

another company
6. _________________________________ the main office or building of a company

7. _________________________________ a building for storing goods in large

8. _________________________________
9. _________________________________
quantities
a large building or group of buildings where
goods are made (using machinery)
a company that owns one or more other
companies.

8
C
Match the words with the correct definition.
Word Definition

1. ____ cutting-edge A. lacking human warmth and interest

2. ____ decentralised B. very modern, trend-setting

3. ____ impersonal C. to be growing very quickly

4. ____ fast-growing D. kind and supporting of others

5. ____ competitive E. to make decisions based on what the

customers want
6. ____ caring
F. control of an organisation has been moved
7. ____ market-driven from a single place to several smaller ones

G. to be as good or better than other companies

in terms of prices, services, etc.

Word Definition
A. an organisation which is financially struggling
1. ____ highly-profitable
B. to be accepted in the market
2. ____ loss-making
C. an organisation that makes a lot of money
3. ____ slow-to-respond
D. an organisation that takes time before
4. ____ hierarchical
reacting to customer needs
5. ____ progressive
E. a company that has many rules and
complicated processes
6. ____ well-established
F. organisations in which the employees’ status
7. ____ bureaucratic
is clearly defined

G. willing to accept changes, forward-looking

9
D
Match the activities (a-k)
k) with the correct department (1
(1-11).
1 ______ R&D 5 ______ Production 9 ______ Logistics
2 ______ Customer Services 6 ______ Finance 10 ______ Public Relations
3 ______ Human Resources 7 ______ Administration 11______ IT
4 ______ Sales and Marketing 8 ______ Legal

a) deal with complaints e) plan advertising campaigns i) keep records

b) draw up contracts f) issue press releases j) transport goods
c) carry out research g) operate assembly lines k) train staff
d) prepare budgets h) install and maintain systems equipment

Reading: Google

Success
uccess can be a game with many players
By Sarah Murray

One of the side effects of the free food for Google staff is what is known as the "Google 15"
— the number of pounds that employees typically gain after joining the Internet compa
company.
But whether it is providing snacks and gourmet meals in the canteen, annual skiing trips or
games rooms at the office, the philosophy behind such perks is the same — getting staff to
meet each other, interact in informal settings and encourage teamwork
teamwork.

One way the company does this is to hold competitions in everything, from office decorating
to dancing and football, with prizes for the winners. Managers also receive a quarterly
"celebratory fund" either to reward accomplishments or to build teamwork by going
bowling, go-karting
karting or dining out.

10
The Best Workplaces survey indicates that such initiatives have a powerful effect. At Google
Italy, for example, 90 per cent of the employees agreed that "people celebrate special
events around here". Also in Italy, 100 per cent agreed that "this is a friendly place to work",
and 96 per cent agreed that "there is a ‘family’ or ‘team’ feeling here".

Another part of Google’s objective is to make its workplace feel fun. Massage chairs, table-
tennis tables, video games, lava lamps, hammocks, beanbags, bicycles, large rubber balls,
couches and scooters are all part of the furniture in Google offices.

However, when it comes to the serious business of work, great emphasis is placed on
engaging employees. "What makes Google a great workplace is that the nature of the work
itself is very challenging and interesting", says Nick Creswell, the company’s university
programmes manager for Europe, the Middle East and Africa. "And for the type of people
who really enjoy an intellectual challenge, that’s the biggest appeal of working here."

Fostering this intellectual activity is a policy giving employees a large degree of

independence in deciding how to work — both in terms of the hours they work and how
they do their jobs. "There’s a real culture of autonomy and empowerment," says Mr
Creswell. "Individuals within the business understand what their own goals are within the
context of their teams, and they have a lot of freedom to go out and make those happen."

Even when it comes to learning and development, many programmes are voluntary and
informal. Often it may be a case of inviting a university faculty in to discuss their latest
research. Google also invites prominent writers to give lunchtime talks about their books.

A
According to the text, which of these statements are true (T) and which ones are false (F)?
Correct the ones which are false.
1 Google promotes the idea of staff getting together.
2 Every month, managers get money to build teamwork or reward staff.
3 Ninety per cent of Google Italy workers thought it was a friendly place to work.
4 The furniture in Google offices is different to that in most offices.
5 The work is challenging, and you need a university degree to work there.
6 Employees know what their objectives are and have the freedom to achieve them.
7 Employees have the opportunity to listen to well-known or important authors.

B
Can you explain the following words?
Perks | Accomplishments | Initiative | Appeal | Fostering | Autonomy

Are there any other words you do not understand?

11
Grammar: Present Simple and Present Progressive
Present Simple and Present Progressive
While the German language only uses one tense for the present, the present simple and the present
progressive (also called present continuous) in English are very distinct and have different uses.
 We use the present simple to give factual information, for example about company
information.
Google has an annual turnover of over $100 billion a year.
Google’s headquarters is located in Mountain View, California.
YouTube has 1.9 billion active monthly users.
 We use the present simple to talk about routine activities or habits.
Google managers travel frequently for their jobs.
Google employees often eat their meals at the company.
 We use the present progressive to talk about ongoing projects or actions happening at the
time of speaking.
Google is currently developing a new Android phone.
This month, Google is recruiting new employees in Dublin and Hamburg.
“Sorry, Mr Robbins can’t come to the phone right now, he is talking to a client.”

A
Which of these signal words below are usually used with the present simple? Which are
used with the present progressive?
usually this year every day now sometimes
often once a month currently at the moment on Mondays

B
Complete these sentences with the present simple or the present progressive form of the
verbs in brackets.
1. Currently, YouTube ________________________ (work) with criminal investigators to
remove videos containing hate speech.
2. eBay now ________________________ (spend) $20m a year analysing suspicious sales.
3. The Body Shop usually ________________________ (sell) its products through the
authentic Body Shop stores.
4. At the moment, Adidas ________________________ (negotiate) flexible working hours
with its workforce.
5. Both Apple and Samsung ________________________ (launch) important new products
this year.
6. It is a fact that a lot of people ________________________ (own) a smartphone
nowadays.
Please note: There are some verbs which cannot be used in the present progressive, for
example want, believe, know, remember, understand, love, like, hate, …

12
Unit 1: Exercises
A
Match the verbs (1–6) to the nouns (a–f) to make common collocations.
1) draw up a) press releases
2) install and maintain b) contracts
3) keep c) research
4) train d) systems
5) carry out e) records
6) issue f) staff

In what department are these activities usually performed?

1) R&D
2) Public Relations
3) Legal
4) IT
5) Human Resources
6) Administration

B
Complete the text with the present simple or present progressive form of the verbs in
brackets.
Sarika Gupta is a technology programmer, and she ______________________ (love) what
she ______________________ (do). She ______________________ (work) for Datascope,
an IT start-up based in Bangalore, 'the Silicon Valley of India', and she is also a shareholder in
the company. Currently, Datascope ______________________ (gain) a worldwide
reputation for its innovative products and solutions. Not only are its young engineers
extremely skilled, they also ______________________ (know) how to market their ideas. As
a result, the company's fame ______________________ (spread) rapidly at the moment, so
a number of leading companies ______________________ (try) to enter into some form of
partnership with it.
That is why this week Sarika and Vijay, her Head of Department, ______________________
(not work) at Datascope: They ______________________ (attend) a series of meetings with
representatives from global IT companies. Sarika ______________________ (know) that
some of these companies ______________________ (want) to outsource part of their
operations to India, so she ______________________ (believe) something good for
Datascope will come out of these meetings.

13
Unit 2: Marketing

Vocabulary: Marketing
Grammar: Future Forms
Reading: Gillette

14
Vocabulary: Marketing
A
Work in a team: Which of these brands do you know? Out of this list, which one is your
personal favourite and why?
Coca-Cola IKEA Microsoft Tesco Nike
Amazon Lidl Virgin Apple Kellogg's
Toyota Google L’Oreal Samsung Alibaba
McDonald's Mercedes-Benz Disney Heineken Starbucks

B
Work in a team: Do you understand these terms which can be used to describe a product
or brand? Can you explain them in your own words?
value for money upmarket classic well-made
durable inexpensive reliable sophisticated

C
Match these word partnerships to their meanings.
1. loyalty a) the title given to a product by the company that makes it
B
2. image b) using an existing name on another type of product
R
A 3. stretching c) the ideas and beliefs people have about a brand
N 4. awareness d) the tendency to always buy a particular brand
D
5. name e) how familiar people are with a brand (or its logo and slogan)

P 6. launch f) the set of products made by a company

R
7. lifecycle g) the use of a well-known person to advertise products
O
D 8. range h) when products are used in films or TV programmes
U 9. placement i) the introduction of a product to the market
C
T 10. endorsement j) the length of time people continue to buy a product

M 11. leader k) the percentage of sales a company has

A 12. research l) customers of a similar age, income level or social group
R
K 13. share m) the best-selling product or brand in a market
E 14. challenger n) information about what consumers want or need
T
15. segment o) the second best-selling product or brand in a market

15
D
Complete these sentences with word partnerships from exercise C.

BRAND
1 No one recognises our logo or slogan. We need to spend more on advertising to raise brand
awareness.
2 Consumers who always buy Sony when they need a new TV are showing

_________________________________.
loyalty
3 A fashion designer who launches his or her own perfume is an example of

_________________________________ .

4 The _________________________________ of Mercedes-Benz is such that its products are seen

as safe, reliable, luxurious, well-made and expensive.

PRODUCT
5 George Clooney advertising Nespresso is an example of _________________________________.

6 A _________________________________ consists of introduction, growth, maturity and decline.

7 Tesco's wide _________________________________ means that it appeals to all sectors of the

UK market.
8 The use of Aston Martin cars and Sony computers in James Bond films are examples
of _________________________________.

MARKET

9 Microsoft is the _________________________________ in computer software.

10 In countries with ageing populations, the over·60s age group is becoming an increasingly

important _________________________________.

11 Pepsi is the _________________________________ in carbonated soft drinks.

12 Focus groups and consumer surveys are ways of conducting

_________________________________.

16
E
What types of methods do you connect with the following media? Write down 2-3
methods for each advertising medium.
banner ads billboards/hoardings commercials free samples leaflets/flyers
pop-ups posters product placement sponsoring viral advertising

Cinema: ___________________________________________________________________________

Exhibitions: ________________________________________________________________________

Internet: ___________________________________________________________________________

Outdoor advertising: _________________________________________________________________

Point-of-sale: _______________________________________________________________________

Press: _____________________________________________________________________________

Radio: _____________________________________________________________________________

Television: _________________________________________________________________________

F
Match the following verbs with the correct definition.

Word Definition

1. _____ to persuade A. to support an organisation or activity (e.g. a

football team or event) by giving money (in
2. _____ to publicise return for advertising)

3. _____ to promote B. to direct a product to a particular group of

people
4. _____ to launch
C. to make someone do or believe something
5. _____ to research by giving them a good reason

6. _____ to target D. to study a topic in detail, especially in

order to find new information
7. _____ to sponsor
E. to encourage the popularity and sale of a
product

F. to introduce a product into the market

G. to make information about a product

generally available

17
Grammar: Future Tenses
Talking about the future
We use going to or the present progressive to talk about plans for the future that we have already
decided to do (fixed arrangements).
 The marketing department is going to launch a new social marketing campaign.
 We are going to invest more in advertising to increase brand awareness.
 We are meeting with the advertising agency on Thursday at 3pm.
We use the will future to talk about something we have decided to do at the time of speaking
(spontaneous decisions) or plans that are not arranged yet/can still change.
 “I just got off the phone with our agent. The deal is off. I will call the marketing manager to
inform her to find a new agent.”
We use the present simple to talk about a timetable or programme – anything that affects many
people and cannot be changed by just me.
 Our online meeting with all branch managers from Italy starts at 11 am.
 The conference finishes at 5 pm.
 Our flight leaves at 8 am from Manchester.

A
Complete each dialogue with the correct form of going to or will.
1. A Have you decided where to hold the marketing conference?
B Yes, we ____________________ book the Emory Centre in Atlanta.
2. A I can't find my passport.
B OK, you look in your bag, and I ____________________ check the back seat of the car.
3. A What are you planning to do in Tokyo?
B We ____________________ meet our agent to discuss next year's advertising budget.
4. A How did the meeting with your supervisor go?
B Quite good – we agreed that we ____________________ change the design for the new
model.
5. A I am afraid your flight has just been cancelled.
B Oh no – I need to get there tonight! I ____________________ take the train then!

B
Choose the correct tense (present simple or present progressive).
1. We stay / are staying at the Ritz for next week's conference.
2. According to the timetable, the coach departs / is departing from Victoria at 8:00,
reaches Lille at 12:30 and arrives in Paris at 3:30.
3. Excuse me, what time does the conference begin / is the conference beginning?
4. What do you do / are you doing on Tuesday afternoon?
5. What time does this train get / is this train getting to Osaka?
6. Next time, I travel / am travelling to Madrid by train.

18
Reading: Gillette

Link to commercial: https://www.youtube.com/watch?v=koPmuEyP3a0

How brands like Gillette turn profits by creating a conscience

By Nosheen Iqbal, The Observer

All publicity is good publicity – unless, perhaps, you are the head of a multibillion pound
global brand that has released what has been dubbed “the year’s worst marketing move” by
one industry magazine.
In 1989, Gillette launched its “Best a Man Can Get” campaign during the Superbowl. One of
the most memorable slogans in advertising was projected onto soft-focus examples of male
American life: strong men playing sport, brave men travelling into space, handsome men
kissing beautiful women, all set to a dramatic 1980s power ballad. It did what advertising has
been built to do: prop up a fantasy vision of manhood – one that relies on smooth abs and
smouldering eyes to sell products.
This week Gillette made a dramatic turn to air a new campaign in response to #MeToo that
challenges men to be better, less macho and to stop excusing bad behaviour with “boys will
be boys”. The ad shows a father intervening in a fight, a friend stopping the street
harassment of a woman, and a woman being “mansplained” to in a meeting.
Thousands may have complained and threatened boycotts, but the ad also earned much
praise and has been described by celebrities as “beautiful” (Elijah Wood), “moving” (Jessica
Chastain) and a “must-watch” (Arianna Huffington). According to Sprout Social, a media
analytics firm, 63% of tweets to @Gillette have been positive.
Gillette is not alone in commercialising a social, political movement for profit; parent
company Procter and Gamble saw huge success with its #LikeAGirl campaign, which debuted
during the 2014 Superbowl. Supporting feminism has been a feature for the advertising
industry for at least five years – brands have insisted that women feel “empowered” by

19
everything from their shampoo (Pantene) and their maxi pads (Always) to their moisturisers
(Dove).
In 2015, Axe took gender equality on board and swerved away from using semi-naked
women to sell deodorant to men. Axe now promotes a sensitive, inclusive take on
masculinity, urging “find your magic”. A momentum was built. So how did making a political
stand become a profitable move?
“We live in a world where brands think they need ‘purpose’,” says Dan Cullen-Shute, chief
executive and co-founder of independent advertising agency Creature London. “Research
continually shows that millennials want brands that do and mean something”. He is,
however, scathing of Gillette’s execution – and cynicism. “I have an admiration that they
tried, but as a piece of communication [this ad] is clumsy, self-important and badly put
together. It is possible to think #MeToo is incredibly important and support a world in which
men are more respectful and kind, but at the same time not believe it is really Gillette’s
space to talk about it.”
Eliza Williams, managing editor of Creative Review, agrees: “It is patronising and preachy – it
is not the best of this kind of advertising.” However, “we are going to see more brands trying
to take on social issues,” says Williams. “They are taking the view that being politically
divisive is worth a risk and being at the heart of a debate where you come out as ‘the good
guys’ is positive.” But, she says wearily, “it is also just a trend”.
A
Match the words to the correct definitions.
1. to prop up a) the force that keeps something moving or developing
2. harassment b) speaking/behaving towards others as if they are stupid
3. praise c) being not very skilful in expressing/doing something
4. momentum d) give support to or help with something
5. scathing e) showing that you are tired or disappointed about something
6. clumsy f) the expression of respect, admiration, approval
7. patronising g) stating criticism in a harsh, unkind way
8. wearily h) aggressive or upsetting behaviour towards somebody
Are there any other words in the text which you do not understand?
B
According to the text, which of these statements are true (T) and which ones are false (F)?
1 Gillette was already criticising the “fantasy idea” of masculinity back in 1989.
2 The #LikeAGirl” campaign had a positive effect for its creator Procter and Gamble.
3 More than 75% of the tweets to Gillette regarding the new commercial were positive.
4 According to studies, young people are generally interested in companies and products
with meaningful concepts.
5 Marketing professionals were not very impressed with Gillette’s commercial.
6 Ms Williams is of the opinion that brands address social issues because they really
believe in changing something.

20
Unit 2: Exercises
A
Complete the text with the words in the box. You will not need all of them.

flyers commercials hoardings point-of-sale free samples

endorsed placed placement pop-ups slogans

You may disagree that advertising is an art, you may even find it irritating at times, but it has
certainly become part of our life. The TV show that you are watching turns out to have
several examples for product ____________________ in it. The programme is then
interrupted by a series of ____________________ for various consumer goods, including
one for Crispin's Crisps, ____________________ by your favourite film star. And no sooner
do you start surfing the Internet than ____________________ invade your screen. So you
take a break and go for a stroll, only to realise once more how much
____________________ have changed the landscape of the city. Then, on entering your
local supermarket, you notice immediately that ____________________ advertising is alive
and well, but do not refuse the ____________________ given away that day. Finally, all that
advertising gets to you – yes, you buy three packets of Crispin's and walk back home.

B
Complete each dialogue with the correct form of will or going to.
1 A: I am afraid we haven't received a copy of the order form yet.
B: Sorry about that. If I could just have your email address, I ____________________
mail it over to you straight away.
2 A: Have you planned the weekend excursion for our visitors from China?
B: Yes, Tom ____________________ show them round the old town and the
harbour.
3 A: I have just heard some bad news – the management has made a decision.
B: What is it?
A: They ____________________ cancel our trip to Brazil.
4 A: What about Tuesday at around nine thirty?
B: Fine. I ____________________ see you then.

21
C
Complete the text with the correct words from the list below.
Topalino is a well-known brand of sweets and chocolates owned by ABG, a company based
in Maribor, Slovenia. It focuses mainly on _______________ products and was the market
_______________ in exclusive confectionery. In the last two years, however, Topalino's
market _______________ has declined by almost 25%. There are at least two reasons for
this decline. First, the economic downturn has naturally made people more price conscious,
and brand _______________ is suffering as a result. A possible solution would be to reduce
the price of at least a number of products so that they are in the medium _______________
of prices. Secondly, a lot of middle-aged people find the logo childish and the packaging old-
fashioned and unexciting - in other words, they no longer find the brand _______________
attractive. In order to appeal to this important market _______________, Topalino is
thinking of _______________ its main products and expanding its product
_______________.

1 a) main b) upmarket c) endorsed

2 a) leader b) launch c) awareness
3 a) label b) logo c) share
4 a) stretching b) research c) loyalty
5 a) range b) order c) list
6 a) name b) image c) label
7 a) segment b) survey c) challenge
8 a) endorsing b) repositioning c) generating
9 a) numbers b) range c) list

22
Unit 3: Business Writing

Reports
Useful Phrases for Reports
List of Linking Words
Report Assignment I

23
Business Writing: Reports
When writing for the business world, it is always important to keep your readers in mind.
When working for international companies, you will be writing to business partners who will
expect your writing to be professional. At the same time, it could be that the person who
you are writing to has English skills that are weaker than your own. Therefore, you need to
make your writing professional, but simultaneously also easy-to-read.

In addition, you should try to use formal language. This means that it could be helpful to:
 choose a variety of linking words (not just “and” all the time);
 ignore words such as “really” or “very” (try “significantly” or “noticeable”);
 write words in full and not in contracted forms (such as “It’s” or “They’ve”);
 learn standard phrases for business writing, e.g. for reports or emails;
 organise your writing in clear paragraphs or with the help of bullet points (when
appropriate).

When writing a report, you need to keep in mind that a report is often used by managers to
make quick decisions. Instead of going through all the material themselves, your manager
expects you to summarise the main facts in a clear and structured way, outlining the pros
and cons. To write a comprehensive report, you must therefore make sure that the reader
can easily read your document without a lot of effort, that the facts and findings are
neutrally presented, and that there is a recommendation on what action should be taken.

This requires that you present the facts accurately and that you communicate objectively. A
report should not be an essay reflecting personal opinions; instead, a report is trying to
outline what decision is best for the company/the department. Hence, the emphasis should
be on the factual material presented and the conclusions drawn, rather than on any
personal beliefs, biases or prejudices.

On the next two pages, you will be reading two examples of business reports. Both reports
are essentially about the same topic, but they are written in different ways. Which of these
reports do you like better and why?

24
Business Writing: Report Sample Version 1

Advertising Campaign for Panther Air

We are writing this report to consider two proposed activities for how Panther Air can
market its ‘on demand’ jet charter service. The goal is to target the world’s top high-level
executives.

We should advertise in business magazines and on business-related websites. To do so,

there are two possibilities. We could use an advertisement based on real passengers on a
Panther flight. They would highlight our competitive prices and our cabin staff who have a
service background in luxury hotels. Maybe we can tell customers that we are flexible and
professional? We think that this strategy will cost approx. 2 million euros.

We also thought about using celebrity endorsement. We could use George Clooney –
everybody seems to like him, so this could be a great marketing idea for us. In the
advertisement, George Clooney would be seen in the jet relaxing and drinking Nespresso
Coffee. This will decrease the advertising cost, as Nespresso has agreed to pay for part of the
costs. And Panther Air would also benefit from using Nespresso’s positive brand name. This
strategy will cost approx. 4 million euros, with 1 million being paid by Nespresso.

The first proposal would be cheaper. But we recommend using the second strategy. It
sounds like it could be more popular. As Panther Air is not a well-known company, we think
that they would benefit from using celebrity endorsement in order to gain brand awareness.

25
Business Writing: Report Sample Version 2

Advertising Campaign for Panther Air

Introduction
The purpose of this report is to consider two proposed activities for how Panther Air can
market its ‘on demand’ jet charter service. The goal is to target the world’s top high-level
executives.

Findings
Research shows that to raise brand awareness among business people, Panther Air should
advertise in business magazines and business-related websites. There are two possibilities
to reach this goal.

The first is to use a print advertisement based on testimonials by real passengers on a

Panther flight. The advertisements would highlight the competitive prices and the cabin staff
who have a service background in luxury hotels. In addition, the flexibility and the
professionalism of Panther Air could be emphasized. This strategy will cost approx. 2 million
euros.

The second possibility is to use celebrity endorsement. It was found that George Clooney
would attract top business executives to use Panther’s services. In the advertisement,
George Clooney would be seen in the jet relaxing and drinking Nespresso Coffee. This would
decrease the advertising cost, as Nespresso has agreed to pay for part of the costs. Apart
from the financial aspect, Panther Air would also benefit from using Nespresso’s positive
brand name. This strategy will cost approx. 4 million euros, with 1 million being paid by
Nespresso.

Recommendation
Although the first proposal would be cheaper, we recommend using the second strategy. As
Panther Air is not a well-known company, they would benefit from using celebrity
endorsement in order to gain brand awareness. Therefore, a meeting should be organized
with Nespresso to discuss a possible partnership in more detail.

26
Business Writing: Useful Phrases for Reports
To give a report a better structure and make it more persuasive, there are certain standard
phrases which are used in report writing. A variety of them can be found below. Please note
that you do not need to use all of them, but try to make sure to include at least one for each
part (Introduction, Findings, Recommendation). The phrases will also make your writing
sound more professional and fact-based.
Introduction
The aim / purpose of this report is to ...
Give the reader a short overview of the
The report aims to ...
points that will be looked at – what is this
report about? ... make a recommendation on how to ...
... recommend how to ...
(note the difference!)

Findings

Summarise the main facts. Remember that
in the business world, you need facts to back
up your opinion. Therefore, it is more
convincing to write “Our research shows
that George Clooney would appeal to our
target market” than to write “We think that
we should use George Clooney for the
advertisement.”
The key findings are:
It was found that ...
Our research into ... found that ...
Our research clearly shows that ...
The findings/figures/results/investigations
show that ...

The graph / table shows that ...

Making recommendations
Make practical suggestions to deal with the We recommend / propose /suggest that we
situation and ideas for making sure future invest in ...
activities run more smoothly.
We recommend / propose /
Make sure to use the correct grammar with suggest investing in ...
each phrase! (active sentence -> gerund)

The phrases I think that ... or In my opinion It is recommended/suggested to invest in ...

... lack objectivity. When stating your (passive sentence -> infinitive)
opinion, it is more professional to write We
recommend ..., It was felt that ... , or It was It was felt that ...
decided that ... It was decided that ...

27
Business Writing: List of Linking Words
Linker’s function Phrases

Contrasting ideas He is highly qualified. However, he has not yet found a job.
Although he is highly qualified, he has not yet found a job.
In spite of his high qualification, he has not yet found a job.
Despite his high qualification, he…
He is highly qualified, but he has not yet found a job.
Tom has found a job, whereas Pete is still unemployed.

Comparing ideas Both Tom and Mark passed the exam last year.
Neither Tom nor Mark passed the exam.
Unlike Tom, Paul failed the exam.
In comparison to Tom, Mark has worked quite hard.
Mark worked as hard as Tom.

Linking cause and effect Due to her good preparation, Mary passed the exam.
On account of her good preparation, Mary passed…
As a result of her good preparation, Mary passed …
Because of her good preparation, Mary passed …
She has worked hard. Therefore, she got a 1.3.
Jane got a 1.0. This means she was the best of all.
Susan failed the exam. That is why she will have to do it
again.
Mark worked hard, so he passed the exam in his first
attempt.
He had worked hard. Consequently, he passed.

Adding ideas Furthermore,

(note the comma!) Moreover,
In addition (to that),
Additionally,
Besides that,

Structuring Firstly, …
(note the comma!) First of all, …
Secondly, …
Thirdly, …
Next, …
Then, …
Finally, …
Last but not least, …

28
Business Writing: Report Assignment I
You work for the Finnish company Terve which produces a fair-trade, vegetarian snack. The
snack can be eaten hot and cold, is packaged in an environmentally-friendly wrapper, and
sold over the internet and in small shops in Scandinavia. Your company wants to go global
and sees a good chance to enter the Canadian market.

To quickly gain popularity, your

management wants you to develop a
multi-media advertising campaign for
launching the snack in Canada.

Write a report that includes:

 A description of two possible
campaigns for Canada, including a budget for each campaign
 Pros and cons of both campaigns
 A final recommendation, including the next steps to be taken

Guidelines
 The report must be app. 230-250 words (+/ 5%). Please count your words and put
them at the end of your report.
 This is not group work – please hand in one individual report per person.
 The report should include the following sections, including headlines:
1) Introduction
2) Findings
3) Recommendation
 Follow the model in sample report #2
 Remember to use the standard phrases
 Use formal language and linking words

To give you some background information on Canada’s market, here are two links:
https://food-guide.canada.ca/en/healthy-eating-recommendations/marketing-can-
influence-your-food-choices/
https://www.marketingsherpa.com/article/marketing-to-canadians-how-to

29
Unit 4: Finance

Vocabulary: Finance
Vocabulary: Describing Trends and Graphs
Grammar: Simple Past and Present Perfect
Reading: Crowdfunding

30
Vocabulary: Finance
A
Match the words in the box to the definitions 1 to 6 below.
equity stake recession shares debt stock market forecast

1. ___________________
shares
recesion
2. ____________________
3. ____________________
equity stake
stock market
4. ____________________
equal parts into which the capital or ownership of a
company is divided
a period of time when business activity decreases
because the economy is doing badly
money risked when a business owns part of another
company
a place where company shares are bought and sold

5. ____________________
forecast a description of what is likely to happen in the future

6. ____________________
debt money owed by one person or organisation to another
person or organisation

B
Match the sentence halves.
1 Profit margin is a) a part of a company's profits paid to the owners
of shares.
2 Investment is b) the difference between the price of a product or
service and the cost of producing it.
3 Bankruptcy is c) money which people or organisations put into a
business to make a profit.
4 A dividend is d) the amount of money a business obtains (in a
year) from customers by selling goods / services.
5 Pre-tax profits are e) when a person or organisation is unable to pay
their debts.
6 Annual turnover is f) the money a business makes before payment to
the government.

31
C
Complete this news report with the terms from Exercises A and B.
“And now the business news:
There was a further downturn in the economy this month
month, as the _____________________
recession

in the United States and Asia

Asia-Pacific
Pacific region continues. Yesterday was another day of heavy
trading on the _____________________
_____________________,
stock market with big losses in share values. The
forecast
_____________________ for the near future is not good, as market confidence remains low.
Paradise Lane, the struggling luxury hotel group
group, is seeking new _____________________
investment to
avoid _____________________
_____________________,
bankruptcy following the announcement of disastrous interim results. It
currently has a _____________________
debt of nearly $5 billion. There are rumors of their rivals
GHN taking a large _____________________
equity stake (?) in the troubled hotel group.
pre-tax profit
Phoenix Media announced a 15% increase in ___________________
_____________________ on an
_____________________
annual turnover of $4.5 million. Added to the strong performance in the last
quarter, this is likely to result in an increased _____________________
dividend of over 14 cents per
share, well up on last year, which will certainly please shareholders*.
Following a rise in sales in the emerging markets
markets, ….”
* people who own shares in a business.

32
Vocabulary: Describing trends and graphs
A
What kind of movements do the verbs describe? Match them to the symbols 11-11. You
need to use some symbols more than once.
decline gain drop increase rocket plummet
double fall halve level off triple recover
decrease fluctuate improve peak rise jump

B
Fill in the correct preposition (at, by, from, in, of, to).
Verbs
1. Sales have increased ________ 8m ________ 10m (8m –> 10m).
2. This means it has risen ________ 2m (8m –> 10m).
3. Turnover has decreased steadily ________ 4m (5m –> 4m).
4. Our debt stood ________ €280,000.
Nouns
5. Turnover saw an increase _________ 750,000
750,000.
6. We managed to reach a peak _________ 8.45m.
7. There was a slight rise _________ pre-tax profits.

Please note: There is a difference between “There was a dramatic fall in sales” and “Sales
fell dramatically”. If you are not sure about the use of adjectivess and adverbs, please
read the grammar part at the end of this book.

C
Numbers in English are sometimes written differently than in your native language. Check
out these examples:
1 million = 1,000,000 | Three hundred thousand = 300,000
½ = 0.55 (point, not comma!) | €24.95 | $27.8m | ¥1.7bn

33
Grammar: Simple Past and Present Perfect
Simple Past and Present Perfect
The simple past and present perfect have very specific uses in English. Many non-native
speakers struggle to apply these tenses correctly; for example, the German language also
offers these two tenses, but uses them less strictly. While most English native speakers will
probably understand the desired meaning even when somebody says something in the
wrong tense, there are situations when it is necessary to be precise and use the right
grammar.
We use the simple past for actions at a particular point in the past (note the signal words!).
 Four years ago, Kasper Rorstedt became the CEO of Adidas.
 Facebook bought Instagram in 2012.
 Last year, the company suffered a dramatic drop in sales.

We use the present perfect for actions connecting the past and the present. This includes
actions which are technically finished, but have a consequence for today.
 Google has developed a new tool to detect fake profiles on social media channels.
 I have worked in marketing since 2019.
 “Have you already sent them the invoice?” – “No, I haven’t typed it yet.”

One of the main problems with applying this grammar is the strict difference in English
between these tenses. Many other languages are much more relaxed about the past tenses;
in German, for example, one can say “I sat on the chair” or “I have sat on the chair”, with no
relevant difference between these two forms. In addition, Germans tend to use the Perfekt
(= present perfect) a lot nowadays; they prefer creating sentences with “haben” (have), even
when the Präteritum (= simple past) would be the correct choice. In German, this
interchanging of past tenses is possible.

In English, however, the right use of the past tenses helps native speakers understand
whether an action is finished or ongoing. This can be best explained with these two sample
sentences:
 Simple Past: I lived in London for 5 years – meaning that I no longer live in London
 Present Perfect: I have lived in London for 5 years – meaning that I moved to London
5 years ago and still live there

Do you understand the difference between the simple past and the present perfect?

34
A
Which of these signal words bel
below are usually used with the past simple? Which are used
with the present perfect?

in 2018 since 2019 before

yesterday ever yet
recently last year six months ago
just on my 16th birthday

B
The following text summarises the changes in market share for the taxi companies in
Newmarket during the last five years. Complete the text, using the past simple or present
perfect.

Newmarket taxi services by market share

5 years ago
Others, 10%
Singh's Taxi,
30%
Murray, 20%

Taxi Express,
40%

Five yearss ago, the dominant company _______________________

______________ (be) Taxi Express, who
owned 40% of the market share. Since then, their market share _______________________
_________
(decrease). Their dominant position was taken over by Singh’s Taxi, whose mar
market share
_______________________
______________ (rise) from 30% to 42
42%% over the past five years.

The other major player is Mur

Murray’s Taxi, who five years ago _______________________
_________
(have)
have) 20% of the market. Until n
now, they _______________________
______________ (manage) to raise
their share to 25%. There are a number of other taxi companies whose market share
_______________________ (increase)) from 10% to 15% over the same period.

35
Reading: Crowdfunding
A
Below are one-sentence summaries (A – H) of each paragraph (1 - 5) in the article on the
next two pages. Match the summary to the correct paragraph. Three of the summaries are
not used.
1_______ 2 _______ 3 _______ 4 _______ 5 _______
A. Technology has caused sales of board games to plummet since 2013.
B. Being a successful entrepreneur requires the right set of skills and experience.
C. Mattel is investing heavily in their R&D department.
D. Companies such as Hasbro are wary about platforms such as Kickstarter.
E. Tabletop games inventors are likely to find investment through Kickstarter.
F. Two comedians founded a company together.
G. Sales of board games in the US are increasing in this digital age.
H. Investing in Kickstart projects has enabled companies such as Mattel to increase their
turnover.

B
Find expressions in paragraphs 1 and 2 related to crowdfunding.

1. to r_____________________ c_________________: to get money invested in a project

2. b________________________ : people who give financial support

3. to p________________________ an idea: to try to persuade someone to invest

in an idea
4. a b_____________________ v___________________: a start-up

5. to p________________________ money: to promise to make an investment

6. to f________________________ a project: to invest in a project

C
Read paragraphs 4 and 5. Are the following statements true (T) or false (F)?
1. There are a lot of risks involved when developing a new game in the toy industry.
2. Hasbro is currently the market challenger.
3. Mr. McLaughlin and Mr. Lautenschleger earn money by organizing brainstorming sessions for
executives.
4. Mr. McLaughlin and Mr. Lautenschleger aspire to create on-line games based on movies.

36
With Crowdfunding, Game Inventors Advance to Go
By Andrai Cheng, The New York Times

1.
They metet in college 23 years ago and bonded over a love of comedy and tabletop games.
Since then, they have performed game
game-related
related skits in comedy clubs around Los Angeles,
hosted game nights at bars and competed on game shows like “Jeopardy!” When they
started a business together, Barry & Jason Games and Entertainment
Entertainment,, their first product was
Game Night in a Can, a play-at
at-home
home version of their club act. Like other entrepreneurs, Mr.
McLaughlin and Mr. Lautenschleger turned to crowdfunding to raise capital.
2.
Platforms like Kickstarter give inventors the opportunity to pitch their ideas to backers
looking to fund new business ventures. Theses platforms are a key driver for inventors, said
Adrienne Appell, a trends specialist at the Toy Association, a trade ggroup.
roup. “Nowadays it is a
lot easier for someone with an idea to be an entrepreneur,” she said. Board games were the
biggest subcategory on Kickstarter in 2018, when funders pledged $172 million, or 28
percent of the total amount promised on the platform, ttoo a record 3,700 board games. More
than 60 percent of those were successfully funded, compared with the site’s overall average
of 37 percent. For example, Game Night in a Can had a successful Kickstarter campaign,
raising $21,000. It is now sold in more tthan
han 100 stores and by major companies like Urban
Outfitters.

37
3.
Entrepreneurs like Mr. McLaughlin and Mr. Lautenschleger are helping to counter the
narrative that traditional toys are not relevant in the age of mobile devices and digital
entertainment. “Technology isn’t killing toys,” said Gerrick Johnson, a BMO Capital Markets
analyst who has covered the industry for 18 years. “There is the idea ‘Let’s slow down.’ It is
all about getting everyone together”.

“We are in a golden age of games,” said Jonathan Berkowitz, president of Hasbro Brands, a
unit of the toy company that includes Monopoly and other games. “Digital devices are
crucial, but there is also the awareness that being on your phones and tablets can pull you
away from your family and friends”. Due to this trend, sales of games and puzzles jumped 39
percent in the United States from 2013 to 2018, outpacing the 16 percent average for the
traditional toy industry, according to data from Euromonitor, a market research company. In
fact, Hasbro has made gains and now has a 30 percent share of the games and puzzles
market in the United States in 2018, thanks to its Magic: The Gathering collectible card
game. They are followed by Mattel who has leveled off at 9 percent, according to
Euromonitor.
4.
The stakes are high when it comes to hunting for the next hit, and big toy companies often
scout crowdsourcing platforms and social media sites for games made by inventors. “Most
game ideas don’t come from the basement of Hasbro,” said Mr. Johnson, the BMO analyst.
“A lot of the toy industry is very inventor driven, but games especially. Pie Face, for example,
became one of Hasbro’s top-selling games in recent years after the company saw a viral
video of the game and bought the distribution rights from an independent toymaker in
Britain”, Mr. Berkowitz said. “We really got to that market leader position by partnering with
everybody in the world”. And Mattel improved sales by snapping up Escape Room in a Box
after spotting it on Kickstarter. “
5.
Differentiating in an increasingly competitive field also requires out-of-the-box thinking. Mr.
McLaughlin has a background in advertising, and Mr. Lautenschleger works in TV
development. The combination of their different backgrounds makes it easier for them to
pitch ideas to other companies and to perform live events, like a recent game-themed
brainstorm session for Marriott executives, which can bring in revenue and inspire game
ideas. “That is what set us apart,” Mr. Lautenschleger said. “It is Barry’s advertising
experience and my TV experience and our shared comedy experience.” Right now, they are
formulating their next goal: building a game and entertainment powerhouse. They are
developing game shows for TV and are working with Viacom and Paramount to turn movie
and TV properties into licensed games. "We want to create an empire of play,” Mr.
McLaughlin said. “Getting people off phones and devices and being creative. It is a big
catalyst for us.”

38
Unit 4: Exercises
A
Complete the newspaper article below with the words from the box.

bankruptcy dividend forecasts gains shareholders

pre-tax profits recession share investment turnover

Stormgard shines when others stumble

While two of its rivals are teetering on the brink of _____________________ ,
Stormgard, one of Europe’s largest manufacturers of insulation and roofing
products, reports record preliminary results, with sales growth and market
share _____________________ made in all three regions of Scandinavia, Western
Europe and the Mediterranean.
_____________________ at Stormgard increased by almost 14 percent last year,
with demand for insulation products rising, as companies and individuals
looked for ways to cut costs and save energy in the midst of the current
_____________________.
_____________________ were €62.4m, up 8 percent from last year.
_____________________ will certainly not be disappointed, as the directors
recommended the payment of a final _____________________ of 9.25 cent per
_____________________. _____________________ are optimistic, and Stormgard
even plans to increase its _____________________ in plant and equipment in the
near future.
Commenting on the results, Lucas Reiner, Chairman of Stormgard, said:
“Against the background of mixed market conditions, our company faces the
future with confidence and looks forward to continued progress in the year
ahead.”

39
B
Write down the past forms and the noun form of the verbs below. Please note: not all of
the verbs will have a noun form.
Second form Third form Noun
plummet plummeted plummeted ----
fall fell fallen a fall
decrease
drop
decline
increase
gain
rise
raise
jump
rocket
fluctuate
level off
peak
recover
improve
double
triple
halve

C
Complete the sentences below with appropriate prepositions.
1) There was a sharp drop _________ sales.
2) Profit decreased _________ €7.5m _________ €4.5m. Profit figures
3) Profit decreased _________ €3m.
2019: €7.5m
2020: €4.5m
4) Profit now stands _________ €4.5m.
5) There was a drop _________ €3m _________ profit.

40
D
The following text summarises the sales of two different energy drinks. It is now the
beginning of Q4. Complete the text, using the past simple o
orr present perfect.

Sales of Blue Tiger vs. Energy Z

Sales in million
6

0
Blue Tiger Energy Z
Q1 Q2 Q3 Q4 (predicted)

This diagram describes the sales of our two drinks, Blue Tiger and Energy Z.
Z In Q1, both
drinks______________________
______ (stand) at 4.4m.

Sales of both drinks _________

___________________ (decrease) in Q2.. However, sales for Blue
Tiger_______________________
_______________________ (plummet) to 2.2m. Therefore, back in June,
June we
_______________________ (decide) to invest in an advertising campaign for Blue Tiger.

Since launching the campaign at the start of Q3, sales of Blue Tiger
_______________________ (rise) and are predicted to reach 5m by the end of the year. In
contrast, sales of Energy Z _______________________ (decline) until now and are
forecasted to continue to fall in Q4. They _______________________ (reach) a low point
poi in
September at 3.1m. Therefore, we are going to invest in a new advertising campaign for
Energy Z as well at the start of next year.

41
Unit 5: Business Presentations

The International Perspective

Useful Phrases
Assignment
Sample Assessment

42
Business Presentations: The International Perspective
When presenting to international business partners, keep in mind that some members of
your audience might be non-native speakers of English. This means that their English level
could be rather low. Therefore, you need to make your presentation easy to follow and
understandable.

The following tips are designed to help you develop and design a presentation for an
international audience with different English levels.
Set an agenda
You should offer an agenda at an early stage of the presentation. Keep the agenda short,
however; it is enough to mention the 3-4 main parts of the presentation. The advantage is
that it helps the audience to understand the structure of your presentation; non-native
speakers may find this situation more relaxing, as they know what to expect.
Work with pictures and visuals
Avoid having too much complicated text on the slides. If possible, organize your information
in a few points and use visuals to illustrate key points. Research shows that information
organized in points of three is easier to follow and remember. Furthermore, non-native
speakers often focus on reading the text on the slides and therefore do not listen to the
presenter, especially when the text is complicated.

Use action titles

These are titles that summarize an entire slide, especially when the slide contains a lot of
numbers or graphs/diagrams. You can easily signal the content of the slide by writing “Break
even in year three”. This will help your audience to quickly grasp the key ideas of your slides.
Furthermore, in a big meeting room or lecture hall, for people sitting in the back, it might be
easier to read the title than try to understand the graph.
Guide your audience
Have a clear introduction and then use standard phrases to let the audience know where
you are and where you are going. Verbally open and close each section of the presentation,
and create lists, such as “there are three reasons why you should make this investment.”
The more you signal to the audience where you are and where you are going, the easier it

43
will be for them to follow you. Also, don’t forget to introduce yourself (and your team
members) to the audience!
Dealing with nervousness
It is normal to feel nervous when presentin
presenting in a foreign language.. Non-native
Non speakers
often feel that their language skills might not be as strong as that of other presenters and
that they will be judged for any mistakes they make. Remember that most people are
listening for your content, not for your English skills.. Even though correct grammar is
desirable, business people are interested in the message that you are presenting, not if you
are using the present perfect and simple past correctly. Ultimately, confidence plays the
most important role when presenting in English.

Some tips to increase your confidence in English:

Don’t rely too much on the clicker: When giving a presentation, put the laptop
where you can see it. This way, you do not need to turn around to "see" what slide is
shown at the moment. Whether you use a clicker or change slides using the
keyboard, make sure not to turn your back to the audience – not only are you losing
the connection to your audience, but this is also very rude behavior in many Asian
countries. When using a clicker, students also have a tendency to “rush” through the
slides. It is ok to take your time and breathe in
in-between; this also gives the audience
time to understand and contemplate your information.
Practice, Practice, Practice: If you are well
well-prepared,
ed, your confidence will increase
enormously. It is highly recommended that you practice
ractice your presentation together
with your team members, not just alone in front of the mirror; wat watch each other
present and give feedback on body language, eye contact, voi voice, and speed.
However, you want your presentation to be natural. When presenters are nervous
about their English, they have the tendency to over
over-practice,
practice, to learn every word that
they want to say by heart. Therefore, it is important to practice but NOT to practice
so much that you sound like a robot.

Taking cultural differences into consideration

Different cultures also have at times very diverse ideas about what a “good” presentation or
professional presentation behaviour is. What you know or have lear learned
ned might suddenly be
considered “weird” or even rude in another culture. For example, German presentations
normally include a thorough and comprehensive background of all the facts available.
available All
information is presented in an orderly
orderly, logical manner and summarised at the end. end
Questions are always asked at the end (it is considered impolite to interrupt a presenter in
Germany); feedback by the audience is often centred on the data sources and how
conclusions were reached. This approach to presenting can work rk well in Germany and some
other European countries, but you may want to consider varying your approach based on
who you are presenting to.

44
If the audience consists mostly of US-Americans, then you should try to a build a strong
rapport with the audience, for example through jokes and storytelling. Presenters from the
US also aim to put their message across persuasively and positively – there are no problems,
only solutions. If you are presenting to US-Americans, you might want to focus on the future
(“What could be achieved?”) rather than on past problems, and don’t be afraid to give your
own opinions and recommendations upfront.

British people, however, love understatement. Their ideal speaker is entertaining and funny,
but does not take himself too seriously. Brits usually have a dislike for presentations which
are too “pompous”; they want the presentation to be enjoyable, but also realistic.
Therefore, British people expect your presentation to be fast-paced, interesting and
interactive.

In China, it is common to use slides which are packed with information and visuals. The
colours are much more vibrant than e.g. in Germany, as white is often associated with death
(and therefore avoided). Chinese presenters have a tendency to design more slides than
Europeans would do; 100 slides for a 30 minute presentation is not unusual. On the other
hand, the body language is more subdued than in the US or Europe; pointing with the finger
is considered rude in China. It is also common to ask for feedback from the audience during
the presentation, not just at the end.

International audiences can also vary according to how they behave during your
presentation. In some cultures, such as Argentina or France, audience members may start
talking to each other during a presentation or interrupt the presenter to ask questions. In
China, people in the audience might answer their mobile phone during a presentation, often
without even leaving the room. In Japan, it is common to show concentration and
attentiveness by nodding the head up and down slightly – and even closing the eyes
occasionally. This doesn’t mean that you are putting your audience to sleep; on the other
hand, it also does not mean that the audience is agreeing with everything you say just
because they are nodding.

The best way to prepare for an international presentation is to keep an open mind about the
different expectation in a particular culture. However, there is no need to change your
presentation so radically that you feel uncomfortable – always be yourself and show your
own personality. But you have to demonstrate to your audience that you understand their
needs, expectations and cultural requirements by making the presentation relevant and
interesting for them.

45
Business Presentations: Useful phrases
Getting the audience’s attention
Keep your attention-getting
introduction relevant to the central
message of your presentation. For
example, state an impressive fact that
clearly shows that there is a strong
need for your product in your target
market.
Creating a clear structure
Make sure that your content is well-
planned and well-organized.
Throughout the presentation, tell the
audience where they are, where they
have been and where they are going.
The clearer your structure is, the easier
it will be for the audience to follow
your presentation. This is especially
important for non-native speakers of
English.
Ending successfully
End with what you want your audience
to remember, for example the main
reasons they should make an
investment.
Get the audience’s attention by:
- asking a question
- stating an impressive fact
- telling a story
- demonstrating the product
Outlining the presentation
I will begin by talking / presenting / explaining /
demonstrating …
Let us start by …
To start with, I will consider…
First, I will go into detail about …
Secondly, …
After that, …
Finally, …
Starting a topic
There are three things that are important to know
about X. The first is …
There are two advantages to X compared to
competing products. These are …
Ending a topic
So that was a summary of …
So that was an overview of …
Moving on
This leads me to my next point …
Let us now turn to …
Turning now to …
Now we will consider …
My next point is …
Now I will summarise the three main reasons why
our product idea could change the industry.
Let me remind you of the main points why you
should make this investment. These are …
To sum up, the main reason why this product will
be a success is ….
46
Business Presentations: Assignment
Topic: Seeking investment
Your start-up company will be presenting to a panel of international investors.
The aim is to convince these investors to take an equity stake in your company
and finance the launch of your new product into an international market.
The presentation
Come up with an idea for a product or service for a specific market. It can be in any field of
business and for any country (apart from Germany or Austria – you want to go
international!). The product/service can be for the B2C or B2B market.
However, you do not need to develop a brand new idea yourself; you can present something
which already exists, but it should be a fairly unknown/niche item at the moment. Whatever
you choose, it has to be realistic, though; the presentation should not only introduce the
product, but also explain how you are going to market it to make a profit. You also need to
explain why you have chosen that particular country to launch it – what makes it a good
market for your idea?
Remember that the aim of the presentation is to convince the investors to co-finance the
launch; you need to have good arguments for your idea (what makes it innovative?), but also
for your business plan.
Come up with a product concept, taking the following into consideration for your
presentation:
 Offer details about your company – headquarters, founders, additional products?
Why are you the right people for this kind of product and investment?
 Describe your product – why is it worth the investment? What will be the product’s
design, features and customers’ benefits?
 What are the target group and target country? Why is there a need for this product?
 What are the competing products in the market? Why is your product better?
 What will the advertising strategy be? What media and methods will you use? Why
do you think this strategy is the right one for your target group and country?
 How does the company benefit from this product? Increased sales? Higher turnover?
What about your current finances?
 How much money do you need from the investors? What for? What stake can you
offer them in return?
You should also keep in mind that you are presenting to an international audience, so do not
rely too much on the style you might have learned in your home country. Instead, make the
presentation appealing for a variety of cultures. How can you keep them interested in your
idea and in you?
The presentation team should be made up of 2-3 people. As each team member is supposed
to present for approx. 8-10 minutes, this means that the presentations should be about 20
to 25 minutes long. Please make sure that you stay within your time limit.
47
Business Presentations: Sample Assessment
Comments Points
Content (Maximum 20 points)
The contents and structure of the
individual section(s) are easy to follow
and make sense. Relevant issues are
defined and explored in depth.
Remaining questions can be answered
in detail and confidently.
Structure and slides (team mark) (Maximum 15 points)
Organisation of the presentation is
clear and appropriate throughout.
Slides are easy to understand/read and
effectively support the presentation.
Slides are accurate (spelling,
vocabulary, capitalization, and
grammar).
Interaction / Rhetoric (Maximum 15 points)
Open interaction with the audience.
Voice is clear and easy to understand.
Very good eye contact and body
language. Confident, calm demeanour.
Good interaction with the other team
member(s).
Grammar: range and accuracy (Maximum 15 points)
Very good range of grammatical
structures. Grammar is mainly
accurate although minor errors may
occur, appropriate to the level.
Vocabulary: range and accuracy (Maximum 15 points)
Very good range of task-related
vocabulary. Vocabulary is mainly
accurate although minor errors may
occur, appropriate to the level.
Standard phrases are used when
relevant.
Fluency (Maximum 20 points)
Very good accent, speed and
intonation. Very fluent delivery,
appropriate to the language level and
task. Very good pronunciation.

48
Unit 6: Globalisation

Vocabulary: Globalisation
Grammar: Modal Verbs
Business Writing: Report Assignment II

49
Vocabulary: Globalisation
Globalisation is the process by which the world is becoming increasingly interconnected as a
result of a huge growth in trade and cultural exchange. Improved supply chains enable
products to be transported around the world rapidly. This has also been made possible by
political changes: open borders, for example in the European Union, make it easier for
companies to trade, as there are no taxes or limitations on imports/exports. On the other
hand, there are markets which are protected – not only by borders, but sometimes by
governments who want to protect important industries in their country (e.g., agriculture or
the energy industry).
In the end, globalisation has resulted in increased international trade and easier movement
of capital, goods and services, but also in a greater dependence on the global economy and a
wider gap between the world's poorest countries and the richest.

A
The sentences below represent a variety of views on international markets. Complete the
sentences with the words in the box.
companies competition environment gap opportunities
poverty prices standards unemployment workers

International markets for labour, capital, goods and services …

1 provide opportunities for people to work or study abroad and improve their lives.
2 increase __________________ and improve the choice of goods and services.
3 create __________________ and lead to job losses in richer countries.
4 reduce __________________ and increase wealth everywhere.
5 exploit __________________ in poorer countries.
6 widen the __________________ between rich and poor nations.
7 mean lower costs and cheaper retail __________________ , which benefit consumers.
8 give large multinational __________________ and trading blocs too much power.
9 lead to damage to the natural __________________ , local cultures and industries.
10 promote higher __________________ of living, working conditions, technology,
education, etc.

Which of these sentences do you personally most agree with? Discuss your reasons in your
team.

50
B
Use the words and phrases in the box to complete the table below. You can ask your
lecturer for help with unknown words. Keep in mind that a “market” is not necessarily a
country, but can also be an industry (e.g. agriculture, green energies, etc.).

barriers open borders free port developing industries dumping

tariffs strategic industries restrictions quotas
laissez-faire liberalise customs deregulation subsidise

Open markets Protected markets

(Trade without restrictions on the (Trade with restrictions on the movement of
movement of goods) goods, for example, import taxes)

open borders barriers

C
Match the sentence halves to create globalisation statements.
1 We are trying to break into
2 You should carry out
3 If you would like to place
4 If you can't meet
5 They have quoted
6 Let us know if you want us to arrange
7 It is essential to comply with
a) all regulations if you want the delivery to go
through without problems.
b) the delivery date, let us know as soon as
possible.
c) insurance cover for the shipment.
d) a market survey before you make a major
investment.
e) the Canadian market.
f) an order, please contact our office in Hanoi.
g) us a very good price for the new order.

51
Grammar: Modal verbs
Modal verbs
A modal verb is a type of auxiliary (helping) verb that is used to express ability, possibility,
permission, or rules. In this course, we are focusing on modal verbs used to express advice,
necessity, or obligation.

Should or shouldn’t is used when offering advice.

 Companies shouldn’t underestimate the effect globalisation has on customer
demands.
 I think we should find out more about the company before signing the contract.
We use must to talk about a necessity – something which needs to be done, but the speaker
can decide when and how it is done.
 The office is an absolute mess – I must clean it up before I go home!
 I must call the supplier before they get the shipment to customs.
However, when something is not urgent or necessary, we use the modal verb don’t have to.
 Friday is our optional home office day, so employees don’t have to come to the
office for work.
 You don’t have to wait for your order; you can collect it immediately.
When discussing an obligation, have to is used. This means that the obligation comes from
another person or institution, not the speaker; something is “the law”.
 We have to fill in the customs form for South Korea, or the cargo will not be loaded
onto the plane.
 You have to get a visa to enter the USA.
On the other hand, mustn’t is used when we want to express that something is forbidden or
not allowed.
 You mustn’t smoke anywhere in the hospital.
 We mustn’t rush into a new partnership too quickly – remember what happened
last time?
A
Choose the most appropriate modal verb. Are there sentences where both verbs are
possible?
1) If we want to finish the project by Friday, we must / should work overtime today.
2) As a German citizen, you mustn't / don't have to get a visa when travelling in the EU.
3) It is necessary for all staff that they should / must read the health and safety notices.
4) Staff don’t have to / mustn't disclose information on the project unless authorised.
5) I think you should / must encourage the team to develop intercultural skills.
6) Julia doesn't have to / shouldn't work so hard - she is looking very tired.
7) You mustn't / don't have to pay immediately. We can offer you credit.

52
Business Writing: Report Writing Assignment II
Your management at Terve is considering taking an equity stake in the Portuguese company
Saudável, which also produces vegetarian foods; this cooperation could help to expand your
market in Southern Europe.
Saudável is offering a 20% stake in their company for € 2 million. The CEO of Terve has asked
you to look at Saudável’s figures below, describing the financial situation of the company in
the past as well as discussing possible future developments.

Present share price: € 3.12

High (last year): € 4.58
Low (last year): € 1.90
Extract from a business
Saudável's share price in 2019 analyst´s report
Saudável’s performance
10
has been good. They are a
8
reliable company, with
6 realistic sales targets.
4 However, they depend on
2 cheap labour on their
0 fields, which is unpopular
J F M A M J J A S O N D
with the unions who are
threatening industrial
Turnover
(€
Pre-tax profit Profit Dividend per action. Therefore, Saudável
(€ millions) margin share (cents) is now employing local
millions)
Last year 20.8 2.8 22% 5.7 workers for higher wages.
2 years ago 18.3 2.9 28% 3.9 Also, most of their
3 years ago 9.4 1.8 30% 0.6
customers in Portugal are
tourists; only 27% of sales
Turnover for first four months of this year: € 8.5 m are to local consumers.

Write a report that includes:

 A description of the financial situation of Saudável
 A discussion of the pros and cons of an investment into Saudável
 A final recommendation on the investment and the next steps to be taken
Guidelines
 The report must be between 230-250 words (+/- 5%). Please count your words and
put them at the end of your report.
 Make sure to use trend vocabulary and the correct tenses.
 Use standard phrases, formal language, and linking words.
 The report should include the following sections, including headlines:
1) Introduction
2) Findings
3) Recommendation

53
Unit 6: Exercises
A
Match the verbs (1-6) to the nouns (a-f).
1 to comply with a) a market
2 to carry out b) a price
3 to break into c) an order
4 to place d) a market survey, an enquiry, an investigation, tests
5 to quote e) the delivery date, a deadline
6 to meet f) the regulations, a rule, an order

B
Complete the sentences with should(n’t), must(n’t) or (don’t) have to.
1) If you want my advice, you ____________________ have a big meal before a
meeting. It will make you feel sleepy.
2) You ____________________ use your mobile phone on the plane. The flight
attendants are very strict about this.
3) You ____________________ respect the speed limit at all times; otherwise, your
license will be taken away.
4) We ____________________ work next Monday because it is a public holiday.
5) If you plan to do business in a foreign country, I think you ____________________
learn some of the language. That is always greatly appreciated wherever you go.
6) “Well, if you have another appointment already, I guess you ____________________
refuse the invitation to the company party.”

54
Unit 7: Competition

Vocabulary: Competition
Vocabulary: Leadership
Grammar: Passives

55
Vocabulary: Competition
A
There are many idioms from sport used in business, particularly when talking about
competition. Complete the idioms below with the nouns in the box. Which sports do you
think they come from?
ball field game goalposts horse
neck player race ropes seat

1 a level playing _________________ 6 move the _________________

2 in the driving _________________ 7 keep your eye on the _______________
3 to be neck and _________________ 8 ahead of the _________________
4 flogging a dead _________________ 9 a one-horse _________________
5 a major _________________ 10 on the _________________

B
Which of the idioms in exercise A refer to:
a) a situation of fair competition? f) staying focused?
b) being in front of the competition? g) a change in the rules?
c) being at the same level as the competition? h) being in control?
d) being the only competitor? i) being in a very bad situation?
e) wasting your time on a hopeless j) an important company or person with
situation? a lot of power or influence?

C
Complete the extracts with the most suitable idioms from exercise A.
1. It is not a level playing field any more. As a small, family-owned company, it is very
difficult for us to compete with the big multinationals in terms of price.
2. They are so far ahead of their competitors in terms of new products that it has become
_______________________________. It will be years before their rivals catch up with them.
3. There is no point continuing with the project. We are _____________________________.
We need to look elsewhere if we are to fight off the competition.
4. With our market dominance in Asia, we are in an extremely powerful position. We are
really _______________________________.
5. We have exactly the same market share as our nearest rival. According to research, we
are also ____________________________in terms of sales so far this year as well.
6. Although the market has expanded, there are still really only two
_______________________________. They will fight it out for market dominance.

56
Vocabulary: Leadership
When dealing with fierce competition, it is vital to have people in the team who are able to
assess the situation quickly and can lead others. The following exercises are designed to
provide some vocabulary dealing with leadership qualities and characteristics of a good (or
bad) leader.

A
In your team, discuss the following questions.
1. What makes a great leader? Discuss a list of characteristics.
2. Are there differences between men and women as leaders?
3. Do you think great leaders are born or made?

B
The following adjectives describe positive or negative qualities a leader can have. Match
the adjectives in the box to make pairs of contrasting ideas.
Example: assertive/diffident

cautious casual idealistic assertive encouraging

diffident formal critical decisive realistic

C
Do the same with the adjectives in this box.
dynamic radical ruthless distant
conservative approachable principled laid-back

Are there some qualities you find especially important in the business world? Which ones
and why?

57
D
Complete the sentences with suitable adjectives from exercises B and C. For sentences 1-4,
use exercise B; for sentences 5-8, use exercise C.
1 She doesn't like to rush into things. She is careful and _____________________.
2 He is very good at pointing out problems with people and systems in the company. He is
often _____________________, but this helps make improvements.
3 He is a serious, _____________________ person, both in the way he dresses and in his
dealings with people. Everyone knows he is the boss.
4 She has a very clear vision for the long-term future of the company, but many people
think she is too _____________________ .
5 He is a very _____________________ man. He fired anyone who got in his way.
6 Our boss is friendly and _____________________. She is very easy to talk to.
7 He is very _____________________. He doesn't like to try anything new now he is
running the company.
8 She is very _____________________. She would never approve any policies that were
remotely unethical.

E
Phrasal verbs are a combination of a verb and another element, for example a preposition
or adverb. Together, they create a new phrase or idiom. Match these phrasal verbs (1-6) to
the nouns (a-f).
1 to take on a) a proposal/suggestion
2 to be up to b) the job
3 to put forward c) criticism
4 to deal with d) your resignation
5 to hand in e) responsibility for something
6 to come in for f) a problem

F
Which of the phrasal verbs (1-6) in Exercise E mean the following?
a) ______ to manage c) ______ to receive e) ______ to be good enough
b) ______ to give d) ______ to accept f) ______ to propose

58
Grammar: Passives
Passives
We use a passive structure when we are not interested in who carries out an action or it is
not necessary to know. It is formed by the verb to be + the past participle (the “third form”
of a verb).
 A new low-calorie drink has been developed since 2019.
 The new product is going to be launched in May.
 The company was founded in 1996.
If you want to mention who performs the action, we can also use a phrase beginning with
by.
 Starbucks was founded by Howard Schultz.
 The prototype is currently being checked by the design team.

A
Some of the sentences below are not grammatically correct. Put a cross next to the
sentences you think are wrong. How would you rewrite them to make them correct?
1 All their necklaces and bracelets are made in India.
2 The CEO of the company was been born in 1967. x
was born
3 Our latest designs are aimed at fashion-conscious men and women. x
by
4 The results of the survey were published in a business magazine.
5 Unfortunately, our turnover has been fallen since the last quarter. x
falling
6 We are glad to confirm that your company will visited by x
members of our buying department. will be

B
Complete each sentence with a passive form of the verbs in the box.
create test award invent reward make modify

are created
1 New designs _________________________ all the time.
2 Last year, the special prize _________________________
was awarded to two young entrepreneurs.
3 The new clothing line will __________________________
be made from a fibre that reflects light.
4 The light bulb _______________________________
was invented by Edison in 1879.
5 The design ___________________
was already __________________
modified twice because of poor
test results.
6 In my opinion, originality and imagination should _____________________
be rewarded more highly
than just hard work.
be tested
7 All new medicines must eventually _________________________ on humans.

59
Unit 7: Exercises
A
Complete the idioms in the sentence with the correct word from the box. .
ball field game goalposts horse neck seat
1 Dave's views on supply chain management may have seemed practical and attractive 20
years ago, but now he is just flogging a dead ____________________ . None of his ideas
could possibly be put into practice.
2 Given our country's industrial policy and the new global economic environment, we
should clear all unreasonable hurdles and provide a level playing ____________________ to
all businesses, regardless of their size and nationality.
3 Smaller countries became frustrated, believing that the big powers kept moving the
____________________ and failed to outline fixed rules that all should play by.
4 The creativity of our R&D people has enabled our company to stay ahead of the
____________________ in this highly competitive market.
5 The two rival supermarket chains were running neck and ____________________ in the
push to achieve national leadership through local dominance.
6 Unprecedented state involvement in the car industry has put governments in the USA,
Germany, and elsewhere in the driving ____________________ in deciding their carmakers'
fate.
7 We are a French company, but our goal is to go international. However, we don't want to
go global too early. It is extremely important for us to keep our eye on the
____________________ in France.

B
Complete the character adjective in these statements about leadership qualities.
1) Someone who is a p p __ __ __ __ __ __ __ __ __ is friendly and easy to talk to.
2) An __ n c __ __ __ __ __ i n g person gives you confidence or hope.
3) Someone who is __ __ __ __ I i s __ __ __ believes firmly in something which is good but
probably impossible to achieve.
4) If you describe people as __ __ f f __ __ __ n t, you mean that they do not have much
confidence in themselves.
5) __ __ t h __ __ __ s people are determined to get what they want and do not care if they
hurt other people.
6) Someone who is __ __ __ __ e r v __ __ __ __ __ is unwilling to accept changes and new
ideas.

60
C
Write down the phrasal verb which can form word partnerships with all the nouns/noun
phrases in each line.
1) to _________ _________ _________ the job / the standards / someone's expectations
2) to _________ _________ your homework / your hotel keys / your resignation
3) to _________ _________ extra work / responsibility for something
4) to _________ _________ _________ a hard time / heavy criticism
5) to _________ _________ issues / enquiries / complaints / problems
6) to _________ _________ an argument / a plan / a suggestion / a proposal

D
Change the active sentence into a passive sentence so that it keeps the original tense.
1 Someone tests all our new products in our laboratory.
All our new products are tested in our laboratory.
2 Every member of staff reads our weekly newsletter.
Our weekly newsletter ___________________________ by every member of staff.
3 A company driver will meet the conference delegates at the airport.
The conference delegates ____________________________at the airport by a
company driver.
4 We must review our health and safety regulations as soon as possible.
Our health and safety regulations __________________________as soon as possible.
5 They have closed three of their subsidiaries over the last year.
Three of their subsidiaries ____________________________over the last year.
6 We are currently developing a new sugar-free soft drink.
A new sugar-free soft drink ___________ currently ___________________________.

61
E
Complete the sentences with the appropriate passive form of the verbs in the box.
accuse discuss estimate found
know own supply sell
1 A number of multinational enterprises taking advantage of lower wages and labour
standards abroad ______________ recently __________________________ of practising
unfair competition.

2 Arnontov's last painting, Crescendo, __________________________ at auction tomorrow.

Its value ___________________________ at €1m - €1.5m.

3 Seven of the UK's airports __________________________ by a company called the British

Airports Authority.

4 Google __________________________ by Larry Page and Sergey Brin in 1998.

5 Liquid petroleum gas, which _______________ also _______________ as propane, is

essentially for domestic users who _______________ not _______________ with energy
through pipes, for example because they live in remote areas.

6 There are rumours of a takeover. Apparently, the matter ___________ currently

__________________________ at the highest levels.

62
Unit 8: Intercultural Competence

Introduction: Intercultural Competence

Reading: Cultural Behaviour in Business
Intercultural Assignment

63
Introduction: Intercultural Competence
Culture influences what we do, say, think, and believe. In the context of international
business, it affects how people approach, perceive and judge their interactions, may it be
virtual or in person. So when dealing with international partners, you need to take cultural
differences into consideration to avoid putting yourself or your business partners in
embarrassing situations.

A
In your presentation team, discuss what “culture” actually is. Choose the four factors you
think are most important in creating a culture. Make sure to be able to discuss your
reasons in class afterwards.
climate historical events language architecture
religion social customs and traditions cuisine arts
geography ceremonies and festivals behaviour and attitudes

B
In class, discuss how important these things are when doing business in your home
country. Are they a) important, b) not important , c) better avoided?
exchanging business cards shaking hands
bowing kissing
being very formal punctuality
using humour keeping eye contact when talking
socialising with contacts small talk before meetings
accepting interruption giving presents
being direct (saying exactly what you think) using first names with business partners
decisions are only made by the manager walking into a room in a specific order

Reading: Intercultural Competence

A
Before reading the article on the next pages, try to match the terms to the definitions.
1 stark a) subtle differences in meaning
2 to be conceived as b) to be useful to someone in the future
3 to break the ice c) arrogant and self-important
4 nuances d) extreme and obvious, often used with “contrast”
5 to stand someone in good stead e) to be thought of as
6 pompous f) boring, uninteresting or ordinary
7 to pigeonhole someone g) to label someone and put them in a restrictive
category
8 mundane h) to do something that helps relieve the tension
and get the conversation going, especially when
meeting for the first time

64
Cultural Behaviour in Business
Much of today’s business is conducted across international borders, and while the majority
of the global business community might share the use of English as a common language, the
nuances and expectations of business communication might differ greatly from culture to
culture. A lack of understanding of the cultural norms and practices of our business
acquaintances can result in unfair judgements, misunderstandings and breakdowns in
communication. Here are three basic areas of differences in the business etiquette around
the world that could help stand you in good stead when you next find yourself working with
someone from a different culture.
Addressing someone
When discussing this topic in a training course, a German trainee and a British trainee got
into a hot debate about whether it was appropriate for someone with a doctorate to use the
corresponding title on their business card. The British trainee maintained that anyone who
wasn’t a medical doctor but expected to be addressed as ‘Dr’ was disgustingly pompous and
full of themselves. The German trainee, however, argued that the hard work and years of
education put into earning that PhD should give them full rights to expect to be addressed as
‘Dr’.
This stark difference in opinion over something that could be conceived as minor and thus
easily overlooked goes to show that we often attach meaning to even the most mundane
practices. When things that we are used to are done differently, it could spark the strongest
reactions in us. While many Continental Europeans and Latin Americans prefer to be
addressed with a title, for example Mr or Ms and their surname when meeting someone in a
business context for the first time, Americans, and increasingly the British, now tend to
prefer using their first names. The best thing to do is to listen and observe how your
conversation partner addresses you and, if you are still unsure, do not be afraid to ask them
how they would like to be addressed.
Smiling
A famous Russian proverb states that ‘a smile without reason is a sign of idiocy’ and a so-
called ‘smile of respect’ is seen as insincere and often regarded with suspicion in Russia. Yet
in countries like the United States, Australia and Britain, smiling is often interpreted as a sign
of openness, friendship and respect, and is frequently used to break the ice.
In a piece of research done on smiles across cultures, the researchers found that smiling
individuals were considered more intelligent than non-smiling people in countries such as
Germany, Switzerland, China and Malaysia. However, in countries like Russia, Japan, South
Korea and Iran, pictures of smiling faces were rated as less intelligent than the non-smiling
ones. Meanwhile, in countries like India, Argentina and the Maldives, smiling was associated
with dishonesty.

65
Eye contact
An American or British person might be looking their client in the eye to show that they are
paying full attention to what is being said, but if that client is from Japan or Korea, they
might find the direct eye contact awkward or even disrespectful. In parts of South America
and Africa, prolonged eye contact could also be seen as challenging authority. In the Middle
East, eye contact across genders is considered inappropriate, although eye contact within a
gender could signify honesty and truthfulness.
Having an increased awareness of the possible differences in expectations and behaviour
can help us avoid cases of miscommunication, but it is vital that we also remember that
cultural stereotypes can be detrimental to building good business relationships. Although
national cultures could play a part in shaping the way we behave and think, we are also
largely influenced by the region we come from, the communities we associate with, our age
and gender, our corporate culture and our individual experiences of the world. The
knowledge of the potential differences should therefore be something we keep at the back
of our minds, rather than something that we use to pigeonhole the individuals of an entire
nation.
from The British Council

B
Choose the correct answer.
1. The British trainee felt that people who want to be addressed as ‘Dr.’ must be ....
a) hard-working.
b) conceited and self-important.
c) doing a medical degree.
d) from Germany.

2. If you are not sure how to address someone, you should ....
a) use the title you see on their business card.
b) make your decision based on cultural stereotypes about their country.
c) address them the way you would like to be addressed.
d) ask them what they would like you to call them.

3. There might be a misunderstanding if an American smiles at a Russian business

associate because the Russian might think that the American is ....
a) being fake.
b) challenging their authority.
c) trying to break the ice.
d) disrespectful.

4. The Japanese, South Koreans and Iranians might interpret a smiling face as being ....
a) friendlier.
b) less open.
c) not as intelligent.
d) dishonest.

66
5. Americans and British people sometimes use eye contact to show that they ....
a) like the speaker.
b) are really listening to what is being said.
c) are honest and truthful.
d) are attending to every need of the speaker.

6. The last paragraph warns the reader not to ....

a) engage in international business.
b) let national cultures shape the way we behave and think.
c) let miscommunication
mmunication damage our business relationships.
d) overgeneralise
generalise using our knowledge of cultural stereotypes.

C
Are these statements true (T) or fals
false (F)?
1. When doing business internationally, there is a possibility that we might misinterpret
what each other is saying even though we are speaking the same language. _____
2. To the German trainee, having a PhD is equivalent to being a medical doctor. _____
3. Sometimes, the smallest things can trigger a huge emotional resp
response
onse in us, especially
when they are things we are not used to. _____
4. In the research done regarding the perceptions of smiles, pe
people
ople from different countries
were asked to rate photos of smiling faces and non
non-smiling faces. _____
5. Making eye contact can be interpreted in different ways in different cultures but it is
almost always a positive th
thing. _____
6. The writer recommends keeping possible cultural differences in the forefront of our
minds when doing business with people from d
different cultures. _____

67
Intercultural Competence: Assignment
The management at your company Terve has realised that to enter new markets and
successfully expand internationally, they need to make their employees more aware of
intercultural differences. Therefore, Terve plans to design some short intercultural training
handouts, dealing with some specific countries. These handouts should help you and your
colleagues to successfully do business in a particular country; therefore, the emphasis is on
how business presentations, meetings, and small talk are done in that country.

You and your team members are asked to pick one country from the list below and create a
one-page easy-to-read handout that can be given to your colleagues. For each of the three
aspects above, you should provide a range of points which are important to know when
doing business in that particular country. Imagine you are presenting or having a meeting in
this country – what would you need to know to avoid embarrassing situations?

For example, when you do a presentation targeted at a German audience …

 ... your presentation style should be very factual, as Germans base decisions on
information and are rather put off by emotional displays.
 ... the presentation should be well-timed in order to serve the German need for
punctuality and organisation.
 ... questions are always asked at the end of the presentation, as it is considered rude
in Germany to interrupt the presenter.

In business meetings, it might be interesting to see if there is an agenda, who is going to

make the final decisions, how respect is shown, and whether everybody is allowed to speak
freely. In small talk, interesting subjects could be talks that are considered popular or taboo;
it might also be of importance who is greeted first and what amount of time is considered
'normal' for small talk. Feel free to add your own ideas to these points. Exercise B on pg. 64
might also give you an idea as to what could be important for your country.

Do some research on the internet or in the library; if you have the chance, also interview
students or other experts from that country. In order to give your document a professional
style, please cite all sources that you have consulted; this can also be done on the back or a
separate page. Points will be deducted if you fail to do this.

List of countries:
Ireland New Zealand Chile Nigeria
Vietnam Portugal Greece Canada
Russia Mexico Taiwan Finland
Israel Rwanda Morocco Dubai

68
Unit 9: Change

Vocabulary: Change
Grammar: Conditionals

69
Vocabulary: Change
A
In your team, discuss which of these situations you would find the most difficult to deal
with:
Renovating your flat/house Driving abroad without a map/ sat-nav
Losing a pet Getting a new boss
Moving to another country Planning your wedding
Changing your job New neighbours

B
In your team, discuss which of these business situations would worry you most. Why?
1 You find out that your company will be merging with another company.
2 You keep your job after a merger, but you are in a less powerful position.
3 You keep your job after a merger, but you have to take a salary cut.
4 Your company has to relocate to the other side of the city.
5 You are asked to relocate to a foreign country.
6 You are promoted, but are now in charge of a hostile workforce.
7 You have to move from your own office to a large, open-plan office.
8 You have to work with a completely new computer system.
9 You have to decide who to make redundant in your new department after a merger.
10 Your company language becomes English.

C
Pick one prefix from the table below for each verb from the box (even though some verbs
can have more than one prefix). The new verbs all describe what can or needs to be done
after a situation has changed. If you have any questions, ask your lecturer for help.
assess centralise date develop grade launch
locate organise regulate size structure train

down - de- up- re-

downsize decentralized upgrade organise
downgrade degrade upgrade relaunch
deregulate redevelop
relaunch
restructure
reassess

70
D
Complete these sentences with the correct form of the verbs from exercise C. You might
also need to change the tense/grammar form. You can use each verb only once. If you
have any questions, ask your lecturer for help.

1. Following the merger, the office layout was reorganised to accommodate the new staff.
2. The most successful change in our company was the decision to _____________________
the company. Now there is more opportunity for promotion.
3. It is now so expensive to rent offices in the city centre that many companies are
________________________ their operations to purpose-built business parks at the city
limits.
4. The company has recently________________________ its workforce. Reducing the
number of employees is the best way to stay profitable in the current economic climate.
5. To improve efficiency, the company has introduced new working practices. The HR
department will ________________________ all sales staff.
6. One of our products hasn't been selling well recently. The marketing team has decided to
take it off the market and ________________________ it next year with new packaging.
7. The IT department report recommended that the company ________________________
the computer system as soon as possible.
8. The CEO thinks that too many decisions are made at Head Office. She wants to
________________________ the decision-making process so that branch managers are
more involved at an earlier stage.
9. The company has finalised the plans to ________________________ the disused car-
park site. It is going to become a fitness centre for employees.
10. The logo and slogan are very old-fashioned. We need to ________________________
the whole image of the product and bring it into the 21st century.
11. There is a lot of pressure on the government from consumer groups to
________________________ the industry and remove controls, so customers can
benefit from increased competition.
12. Following the report by the legal department and changes in the tax laws, the
management decided to ________________________ the situation and delay making a
decision on the takeover.

71
Grammar: Conditionals
First conditional
We use the first conditional when we think that the expected outcome of an action is very
likely. The first conditional has the present simple after 'if' and the will future in the other
part of the sentence (= the consequence):
 if + present simple, ... will + infinitive

If you give us a 10% discount, we will place an order of 2,000 units.

If I call him today, we will be able to change the order.

Second conditional
We use the second conditional when the outcome is less certain or imaginary. The second
conditional has the past simple after 'if' and ’would’ (sometimes ‘could’) in the other part of
the sentence (= the consequence):
 if + past simple, ... would + infinitive

If I saw him later, I would discuss the contract with him, but I don’t think he is still in the
office.
If you offered us you 90 days credit instead of 60, we would double our order.
If I won the lottery, I could move to a bigger house.

We often use the second conditional in negotiations to make an offer less direct.

A
Choose the correct forms to complete the sentences.

1 If you give us / wiII give us a discount of 5%, we will place/ place a firm order.
2 Will you deliver / Do you deliver by November if we pay / wiII pay the transport costs?
3 If you will lower / lower your price by 5%, we buy / 'II buy at least 4,000 units.
4 Would / Does it help you if we sent / are sending the goods by air?
5 If you aren't improving / don't improve your delivery times, we 'll have / had to find a
new supplier.
6 If we will join / joined an association of producers, we would get / will get a better
price for our coffee.

72
B
Complete these sentences with will, would, won’t or wouldn’t.
1. We____________________
would give you a more substantial discount if you paid cash.
2. If they didn’t find our terms satisfactory, they ____________________
will continue doing
business with us.
3. So if we order 200 units, you ___________________
will give us a 10% discount, is that right?
4. We ____________________
would be able to order more if you can’t deliver within a week.
5. If you can’t deliver this week, we ___________________
will have to turn to another supplier.
6. We ____________________
wouldnt have to look for another supplier if you were able to dispatch
immediately.
7. I am sure we ____________________
will get this contract unless we offer a lower price.
8. If I were you, I____________________
would look for a more reliable supplier.

C
Naoko Nakamura, a buyer for a large Japanese online retailer, is negotiating with Li Bai,
the Sales Director for a clothing company in Shanghai. Find verbs that fit the meaning of
the sentence and put them in the correct conditional form.
Naoko: If I _buy / order 30,000 silk scarves, what discount will you offer us?
Li: On 30,000, nothing. But if you buy 50,000 scarves, then I ____________________ offer
you 10%.
Naoko: OK, I'll think about that. And tell me, if we placed a very large order, say 80,000
units, _________________________________________________ to despatch immediately?
Li: We can normally guarantee to despatch a large order within three weeks. But if you
______________________________ at a peak time, like just before Chinese New Year, it will
be impossible to deliver that quickly.
Naoko: I take it your price includes insurance?
Li: Actually, no. Usually, you'd be responsible for that. But if the order
____________________ really large, that would be negotiable, I am sure.
Naoko: What about payment?
Li: To be honest, we would prefer cash on delivery, as this is our first contact with you. If you
____________________ a regular customer, ___________________________________ you
30 days' credit, maybe even a little more.
Naoko: That's all right. I quite understand.
Li: Look, how about continuing this at dinner? I know an excellent restaurant in Wanchai.
Naoko: If I had more time, ____________________________ to have dinner with you, but
unfortunately my flight for Tokyo leaves at 6 pm tonight, and I need to be at the airport by 4
pm.

73
Unit 9: Exercises
A
Complete each set of sentences with the same verb from the box (in the correct form!).
There are four verbs you do not need.

deregulate reassess relocate retrain upgrade

downsize redevelop restructure update

1 The current economic climate is making people ______________________ all of the

purchases they make.
When will the government______________________ the impact of their economic
reforms on the quality of life?
We need to ______________________ the new situation before taking any decisions.

2 If your company ______________________ and you are over 50, your working life
may be over.
At the moment, the car industry ______________________, so many are leaving the
country in search of work.
Breaking news: TRN United, the global electronics group, ______________________
its workforce by 20%.

3 Could you perhaps ______________________ us on how the project is progressing?

We continuously ______________________ the database with new information.
We plan to ______________________ our telephone system.

4 The government is soon going to ______________________ all internal flights, so the

industry will probably become more competitive.
They plan to ______________________ the capital markets and privatise most state-
owned companies.
Taiwan's government promised to ______________________ its service sector
within four years.

5 We bought new software and had to ______________________ everyone to use the

database.
Our agency has seen a huge increase in the number of adults looking to change
careers, either as a result of job loss or a desire to ______________________ in a
different field.
People are often reluctant to ______________________ until they are convinced
that their present skills are not sufficient to enable them to find work.

74
B
Match the sentence halves.
1 If they didn't offer such good terms,
2 If you ordered a larger quantity,
3 If we offer them a 10% discount,
4 If you don't confirm your order soon,
5 As long as we get the parts in May,
6 If it is sent by air,
a) we'll have to cancel it.
b) the consignment will reach us in time.
c) we can start production as scheduled.
d) we wouldn't do business with them.
e) we could negotiate a better price.
f) they say they'll place an order today.

C
Complete the sentences with will, would, won't or wouldn't.
1 We ______________________ have to look for another supplier if you can't deliver
this month.
2 You ______________________ get such a good commission if you didn't win so many
deals.
3 We ______________________ cut the price by 10% if you gave us a firm order in
advance.
4 If we don't retrain our staff, they ______________________ be able to use the new
software.
5 If we don’t hear from you within five days, we ______________________ assume
that the deal is off.
6 If you met your sales targets, we ______________________ consider offering you a
three-year contract.

75
Unit 10: Business Ethics

Vocabulary: Business Ethics

Reading: Amazon Packaging

76
Vocabulary: Business Ethics
Business ethics is a sometimes misleading label for an interdisciplinary field covering a vast
range of normative issues in economics. It has become the subject of much interest in recent
years, particularly since the world’s financial markets almost collapsed in 2008/2009. The
idea of business ethics deals mostly with a set of questions about how individuals in the
business world are supposed to behave, or what principles they might apply in order to
negotiate moral dilemmas at work.

Managers, for example, will often have to choose among actions which benefit some
individuals but harm others (e.g., when they have to decide who to promote or who to make
redundant). They may also find that they have several duties (e.g., to be open and honest, to
keep secrets, to be loyal to their employers, to be loyal to those they supervise, to maximize
returns, to be fair to everyone) that inevitably conflict in certain situations.

When those duties clash (e.g. when a manager is required to do something that is legal and
will help the company but might threaten social welfare or the environment), companies
and managers, but also employees and customers, must provide guidelines to shape the
culture of a company and promote more ethical behaviour.

A
Discuss this list of activities in your team. In your personal opinion, which one is the most
unethical? Give reasons.
1 Finding ways of paying as little tax as possible
2 Using your work computer or phone for private purposes during your working time
3 Accepting praise for someone else's ideas or work
4 Selling something as original/”real” when you know it is not
5 Using your influence to get jobs for friends or relatives (= nepotism)
6 Phoning in sick at work when you are not ill
7 Not telling the truth about your experience or skills on an application form
8 Not saying anything when you are charged too little for something by mistake
9 Paying people in cash for jobs done around the home in order to reduce the cost
10 Claiming extra expenses from your company (e.g. getting a “fake” taxi receipt)

77
B
Now look at these situations. Which one is the most serious (in your team opinion)?
1 A new contact suggests that a payment into his private bank account will
enable a company to win a valuable supply contract.
2 An employee informs some friends about a company takeover before it is generally
known so they can buy shares and make a profit.
3 A company is making copies of luxury branded products and selling them in street
markets.
4 A fashion retailer hires only attractive, young influencers as their brand ambassadors.
5 An industrial company is getting rid of waste chemicals in the sea.
6 A car manufacturer is secretly taking photos of a rival's new model at a test track.
7 A cosmetics and pharmaceutical company tries out all its products on rats and mice.
8 Some criminals buy property with money they got from illegal activities. The houses
are then sold and the now 'clean' money is used in other businesses and new bank
accounts.
9 A group of rival mobile network providers get together and agree to charge
approximately the same amount for a range of services and packages.
10 A company tells the authorities that it is making a lot less profit than it actually is.

C
Match two words from these boxes (one from each) to create a phrase which describes the
activities in exercise B.
Example: Bribery and corruption is used to describe scenario #1 in exercise B.

bribery price environmental sex insider

tax counterfeit money animal industrial

and corruption testing discrimination fraud trading

fixing laundering goods pollution espionage

78
Reading: Amazon Packaging
A
Find expressions from paragraphs 2 – 4 with these definitions.

__________________________________ : doing something very carefully and thoroughly

__________________________________ : the only, the most important one

__________________________________ : a promise or a guarantee for something

__________________________________ : to block or to obstruct something

__________________________________ : somebody who starts a company

B
According to the article, are the following statements true (T) or false (F)?
1 In the US, the new Amazon packaging can be put in the recycling bin.
2 Amazon dispatches about 6bn parcels every year.
3 The amount of plastic bags sold in UK supermarkets has decreased dramatically
since October 2015.
4 Adrian Fletcher, who works for Amazon, is not happy about the new Amazon plastic
packaging.
5 More than 150 companies in the US promised to change the common practice of
focusing on profit and instead listen more to the needs of customers and the
community.
6 Amazon offers online advice to customers on how to reuse or rescue their packaging.

Amazon under fire for new packaging that cannot be

recycled
by Miles Brignall, The Guardian

Amazon has been criticised by environmental groups and customers after introducing a
range of plastic packaging that cannot be recycled in the UK. While supermarkets and other
retailers have been reducing their use of single use plastics, the world’s biggest online
retailer has started sending small items in plastic envelopes, seemingly to allow more parcels
to be loaded on to each delivery truck.

Adrian Fletcher, an Amazon customer from Glasgow, is among a number who have
complained to the company. He said the move felt like a “major step backwards” in the fight

79
against plastic. “My husband is disabled, and we rely a lot on Amazon and other home
deliveries. Previously, our small orders arrived in easily recyclable cardboard packaging, but
a few months ago Amazon started using plastic envelopes. I diligently recycle all the
packaging but can’t these“, he said. “The supermarkets have all been dropping carrier bags
from their online deliveries, but Amazon is going the other way – it is madness. I have asked
them not to ship my orders using plastic packaging but this falls on deaf ears.”

Amazon’s Second Chance website, which details how customers should recycle its packaging,
states the Prime-branded envelopes are “not widely recycled across the UK”. It is thought
that Amazon ships between 4bn and 5bn parcels a year worldwide. In February, the
Washington Post reported on how the new Amazon envelopes were clogging up US recycling
centres as consumers were wrongly placing them in recycling bins.

On Monday, Amazon was among 181 companies that signed up to a new official definition of
corporate purpose in the US, which threw out the decades-old sole objective of making as
much profit for shareholders as possible to embrace the interests of other stakeholders,
including employees, customers, suppliers and the community. The move, seen as a
response to increasing criticism of business and traditional capitalism, included a pledge to
protect the environment “by embracing sustainable practices”. It was signed by Jeff Bezos,
the Amazon founder and boss.

Mike Childs, the head of policy at Friends of the Earth, said: “Despite the huge public outcry,
it is astonishing how many companies are still using single-trip, unrecyclable plastic for
deliveries. If we want to stem the tide of plastic pollution blighting our environment, giant
firms like Amazon have to find ways of making deliveries in returnable and reusable
packaging. And if they won’t – the government should make them.”

This month the new environment secretary, Theresa Villiers, claimed society “was calling
time on being throwaway”, after the publication of figures showing how single-use plastic
bags had fallen out of favour. The figures from the Department for the Environment, Food
and Rural Affairs showed the number of single-use plastic bags sold in the main supermarket
chains had fallen by more than 90% since the introduction of the 5 pence charge for plastic
bags in October 2015.

Amazon told The Guardian: “Our mission is to deliver the very best customer experience. We
work with manufacturers worldwide to continuously improve packaging design and
introduce new, sustainable packaging that delights customers, eliminates waste, and
ensures products arrive intact and undamaged for our customers.” It also said it listened to
its customer feedback.

80
Unit 10: Exercises
A
Match the words from column A to those from column B to create word partnerships.

A B
money testing
sex laundering
animal goods
counterfeit fixing
price discrimination

B
Choose the correct word partnership from exercise A to complete the sentences.
1 A few years ago, British Airways and Korean Air were each fined $300m by the US
Justice Department for their roles in separate ____________________________
conspiracies in both their cargo and passenger operations.
2 According to a survey, 91 % of doctors believe ____________________________ is
important for medical progress.
3 An anti-____________________________ directive was passed to prevent the
proceedings of organised crime circulating through the financial system.
4 In 2019, it was estimated that $135bn of ____________________________ were sold
online.
5 British Banks have recently been accused of ____________________________, as
apparently female staff is often paid 40% less than their male counterparts.

81
Unit 11: Human Resources

Vocabulary: Human Resources

CV Writing: Examples
Grammar: Gerunds and Infinitives

82
Vocabulary: Human Resources
A
In your team, discuss the different factors below: How important are they in getting a job?
Which of these things do companies look for? Choose the five most important factors for
getting a job.
appearance hobbies/interests experience personality
intelligence marital status contacts/connections qualifications
references blood group age/gender astrological sign
handwriting health status family background education

Do you think there are factors missing? Are there things you find unusual?

B
Complete the text with the words from the box.

curriculum vitae (CV)/resume application form

probationary period psychometric test
interview cover letter

These days, many applicants submit their _______________________ speculatively to

companies they would like to work for. In other words, they do not apply for an advertised
job, but hope the employer will be interested enough to keep their CV on file and contact
them when they have a vacancy. When replying to an advertisement, candidates often fill in
a(n) _______________________ and write a (n) _______________________. The employer
will then invite the best candidates to attend a(n) _______________________. Sometimes
candidates will take a(n) _______________________ before the interview to assess their
mental ability and reasoning skills. These days, it is normal for successful candidates to have
to work a(n) _______________________ in a company. This is usually three or six months;
after that, they are offered a permanent post.

83
C
Match the verbs (1-6) with the nouns (a-f) to make word partnerships.
1 to train a) a vacancy/post
2 to shortlist b) an interview panel
3 to advertise c) the candidates
4 to assemble d) references
5 to make e) new staff
6 to check f) a job offer

Now decide on a possible order for the events above from the employer's point of view.

D
Look at the different types of people. Can you match the description with the right
adjective from the box?
This type of person:
1 is able to come up with ideas 6 has lots of energy and often gets excited
2 is respected and listened to by others 7 is concerned with details and getting things
right even if it takes time
3 is able to see different points of view 8 likes to assess and evaluate
4 can see how to put ideas into action 9 is able to change with new situations
5 is determined to succeed in their career 10 is someone you can trust and depend on.
a) enthusiastic b) adaptable c) authoritative d) reliable e) practical
f) creative g) analytical h) objective i) methodical j) ambitious

84
CV Writing: The International Perspective
The application process can differ greatly between countries and cultures. This also affects
the style and contents of CVs*: German companies prefer a short, fact-based template in a
simple design, but with a lot of personal information about the applicant, including a
professional photo. In the USA, CVs with photos or any personal information that could
relate to the age, gender, race, or even marital status of the applicant are not accepted and
even illegal in some states. Do you have an idea why?

On the other hand, applications in China contain the same information as a German one, but
can be more colourful in design. Also, the emphasis is often on education or academic
achievements, as a high education level is desirable in China. While lying is not accepted,
exaggeration is quite common on a Chinese CV – an assistant suddenly becomes the
“manager”, and the amount of duties in the last job is often increased to sound more
important.

Higher education and relevant work experience are also important in Latin American CVs.
However, they are often longer and more elaborate in explaining their experiences than a
German CV; 3-4 pages for a university graduate are normal. This is also due to the fact that
most companies in Latin America do not require a cover letter for an application: They want
to have all relevant information in one document.

In France, however, employers want to have all the information presented as condensed and
precise as possible; the ideal CV is just one page long, with the content presented in neat
boxes or additional sidebars. The CV basically works as a marketing pitch – you need to
convince the human resources manager within one page of your skills and personality.

In Finland, the CV should also be short and to the point, but here is it normal to send a cover
letter which explains any missing details. Most Finnish companies also expect written copies
of your references – and check them via phone or email! In English-speaking companies,
however, it is highly unusual to send any written references; instead, companies expect you
to just add the names, positions, and contact details of former managers or lecturers at the
end of your CV, who will then be contacted by email or phone.

The best way to apply to an international company or in a different country is to collect

information on what is expected in that particular culture. Please note that there is no “one
best way” to construct a CV; it is your document and can be structured as you wish within
the basic framework accepted in a specific culture. The following information is based on
what UK or US companies would expect from a CV.

*
The terms CV and resume are normally interchangeable; the term CV is typically used in the UK and resume more often in
the USA.

85
What information should a CV inclu
include?
Personal details
Name, address, phone number, and ee-mail are essential. Date of birth can still be used in the
UK and Ireland, but is not desired in the US. Your place of birth is also not required,
required but your
nationality is useful when applying abroad (for work visa regulations, etc.). Do not include a
photo.

Personal profile
In English-speaking
speaking countries, it is common to include a short statement at the top of your
CV where you describe what job you are interested in,, but also what you y can offer the
company. It is basically a compact cover letter – you should describe what makes you
suitable for
or a specific job and organis
organisation.
ation. However, this is not always necessary; it depends
on the type of organization (conservative or start
start-up) and sometimes on the region (more
popular in the USA than in the UK or Australia).
EXAMPLE A:
Personal profile
I have a clear, logical mind with a practical approach to problem
problem-solving
solving and a
drive to see things through to completion. With more thathan
n 3 years experience
in managing and leading teams across multiple sectors, I am eager to learn
and overcome new challenges. My Bachelor degree in Business
Administration helped to enhance my interest in management and making
organisations successful.
EXAMPLE B:
Personal profile
I am a highly competent IT professional with a proven track record in
designing websites, setting up intra networks, and managing databases. My
technical skills as well as my interpersonal skills are strong, enabling me to
interact with a wide range of international clients and colleagues. I am eager
to be challenged in order to grow and further improve my on on--the-job and
intercultural skills. The position of Head of IT department would enable me to
use my passion and motivation to b benefit
enefit your organisation, employees and
customers.

Education and qualifications

Remember to order any experience (education, work experience, etc.) by starting with the
most recent achievement/experience first and go chronologically backwards!

State the degree you have received (or are studying for), your study programme, and the
university. Only include the final school you attended, which means your high school
(including your school-leaving
leaving degree) if yyou don’t have a university degree yet or your

86
university if you already have a degree. If you are still studying, it is common to give the
dates as “2018-present”
present” or “2018
“2018-2022 (expected)”

Make sure to explain or translate any words that might be unknown in English (What is an
“FH”? What is “BWL”?).
L”?). This also applies to your school; a “Gymnasium” is something very
different in English than in German! Also check that your translations are correct, e.g.
Berufsschule = Vocational secondary school
school, etc. If you are a student in a double-degree
double
programme
mme such as EBP or CALA, it is important to clearly explain that you will receive
degrees from two universities.
EXAMPLE
09/2018 – present European Business Programme
Double--degree
degree in Business Administration to be earned from two
universities:
University of Applied Sciences Münster, Germany (4 semesters)
University of Grenoble, France (2 semesters)

If you want to include your school or university grades, you need to explain the marking
scale, e.g. ‘1.7
1.7 (“Good”; second
second-best mark)’ or ‘15/20 (“Good”; second-best
best level)’.

Work experience (internships, apprenticeship etc.)

In English-speaking
speaking countries, it is expected that you describe your work experience in detail
by explaining the duties you had. When talking about your work experience,
expe use action
words such as “developed”, “planned”, or “organized”. Even a student job in a shop, bar or
restaurant will involve working in a team, providing quality service to customers, and dealing
with complaints and maybe even basic accounting
accounting, so don’t be shy mentioning
mention these jobs.
Try to relate the skills to the job – a finance job will involve numeracy, analytical and
problem solving skills, so focus on these when describing past work experiences.

Key areas to pay attention to

to:
 Remember to use the correct tense when describing past or current work
experiences – remember the difference between simple past and present perfect?
 Note that internship is an American term that comes closest to "Praxissemester" or
“Praktikum”. The British term would be work placement. An Apprenticeship or
Traineeship refers to a tthree-year
year dual training program (very common in Germany).
 When mentioning the names of companies in your CV, you might need to give a short
explanation about what the company does (especially for small companies).
EXAMPLES
A) Jeschenko Medienagentur (PR Agency)
Cologne,
e, Germany | August 2019 – present
Main tasks include preparing PR releases, conducting internet/telephone research
and supporting the head of the department

87
B) 08/2015 – 06/2018 Autohaus Schneider (Car Dealership)
Bielefeld (Germany)
Traineeship as ccertified
ertified businessman in the motor vehicle trade
 Was responsible for spare part orders (locally and abroad)
 Gave advice and support to other car traders
 Rotated through several eral departments, including accounting,
purchasing and sales

Skills
The usual ones to mention are languages and/or computing. Stating additional qualifications
such as a driver’s license might only be necessary if the job vacancy explicitly mentio
mentions
them.
IT skills:: Be specific of your level by using terms such as, “excellent knowledge of...”,
“good knowledge of...”, “basic knowledge of...” Please be specific and don’t just name
the obvious ones (nowadays everybody expects you to work with Office p programs). If
you used specific software for a course/in a job, mention it.
EXAMPLE
IT: Excellent knowledge of Spreadsheets (Excel, knowledge of creati creating pivot tables,
VLOOKUP, MMULT Matrix).

Language skills: Bee specific about how many years you have learn
learned
d the language and
your level. Remember that not everyone knows what “B2” means (do you?). Specify
the A/B/C levels as “CEF
CEF”.. You can also use the terms basic, intermediate, upper-
upper
intermediate, advanced
advanced,, especially when applying for a job outside of Europe.
Euro If
possible, mention certificates you have acquired.
Example
English (Advanced; C1 CEF* – Cambridge BEC Higher Certificate)
French (Advanced; C1 CEF*
CEF*- DELF Certificate)
*CEF: Common European Framework (CEF) levels

Interests
Any interests relevant to the job are worth mentioning, as is evidence of leadership and
employability skills (team work, organizing, planning, negotiating, etc.). Team sports are
always good, as is voluntary work or any activity which helps others. Howe
However, be honest:
You should not make up interests you do not have or lie about your experiences!

References
Normally,, two referees are sufficient, for example a manager from your last job (also student
or part-time jobs) or an academic one (a lecturer or project supervisor). ). Include the name,
position, and contact details of your referee. If you don’t want to hand out the
names/contact
contact details in your CV (yet),, you can write “Available upon request”.

88
Additional tips
 Make your name big enough so that it is easy to find. This is more important than
writing CV or Resume on the top of the page.
 Make it easy for the reader to get the key information about your education and
work experience, for example by using bold font to highlight the names of universities or
companies or using bullet points to structure any lists.
 Make sure that the vocabulary that you use to describe your education and work
experience is correct. Do not use too many non-English words! Look at vocabulary lists
you can find on the internet to describe your education and your school types. Use a very
good dictionary to translate these words; you will only get one chance to impress your
future employer!
 Be realistic. If you did an internship, most likely you were not RESPONSIBLE FOR
something but ASSISTED IN doing something
 Be careful with the ‘white space’: Either design your CV so that it fits on one page or
have enough material to fill two pages. Having a second page with only a handful of lines
and ¾ of white space looks very unprofessional.

89
Grammar: Gerunds and Infinitives
In English, sometimes two verbs are used after one another. In many of these cases, the
second verb is in the infinitive form.
 We are trying to find a new purchasing manager.
 He intends to sign the new contract next week.
 We can’t afford to raise the minimum wage.
The verbs below are usually followed by the infinitive form of another verb:
decide intend promise plan afford mean
try arrange offer pretend hope
refuse seem fail expect guarantee

On the other hand, sometimes the second verb must be in the –ing form (= gerund).
 My job involves monitoring the warehouse levels.
 She doesn’t mind working late on Thursdays.
 They consider advertising a new position on the intranet.
The verbs below are often followed by the gerund form of another verb:
admit appreciate mind involve deny
enjoy consider contemplate justify resent
risk delay miss avoid put off

There are also verbs which can be followed by either the infinitive or the gerund form. With
some of them, there is no change in meaning:
 She started to work / working here five years ago.
 Both versions mean the same and can be used interchangeably.
The meaning of other verbs, however, changes depending on the form of the second verb:
 Julia stopped to read the contract.
 Julia stopped whatever she was doing in order to read the contract.
 Julia stopped reading the contract.
 Julia was no longer interested in reading the contract and did something else.
 He shouldn’t forget to send the email./ He needs to remember to send the email.
 He has planned to send an email, so this is something that he wants/wanted
to do.
 He will never forget meeting his wife. / He will always remember meeting his
wife.
 This is a memory which already happened.
 We recommend / He suggested buying the shares.
 This is an active sentence.
 It is recommended / was suggested to buy the shares.
 This is a passive sentence. The meaning in both sentences stays the same – it
is just a grammar difference!

90
A
In each of these sentences, two of the verbs are possible and one is incorrect. Cross out
the incorrect verb.
1 He _____________________ to review our complaints procedures.
a) promised b) delayed c) wanted

2 I _____________________ improving interpersonal skills training.

a) offered b) suggested c) recommended

3 She _____________________ to meet the HR Director.

a) decided b) didn't mind c) arranged

4 She _____________________ to check the redundancy arrangements.

a) refused b) failed c) put off

5 We _____________________ to review our policy for anti·-bullying in the workplace.

a) consider b) hope c) plan

B
Match the sentence halves.
1 HR recommends
2 The company simply can't afford
3 This job involves
4 The manager seemed impressed
by my CV and promised
5 Three members of staff stopped
6 He was fired because he refused
a) to raise the minimum wage.
b) to call me back in a couple of days.
c) smoking after the programme.
d) working weekends sometimes.
e) to follow a directive given by his superior.
f) using the new form for vacation requests.

C
Choose the most appropriate form of the verb to complete the sentences.
1 HR's new computer programme has stopped working / to work.
2 She was driving in a hurry, but she stopped answering / to answer her mobile phone.
3 Did you remember calling / to call HR yesterday?
4 I can't remember offering / to offer you a raise.
5 I forgot telling / to tell you I had quit my job.
6 I will never forget making / to make my first sale.

91
Unit 11: Exercises
A
Match the verbs (1-7) to the nouns (a-g).
1 to apply a) a candidate
2 to fill in b) a probationary period
3 to attend c) a psychometric test
4 to work d) a vacancy
5 to shortlist e) an application form
6 to advertise f) an interview
7 to take g) for a job

B
Choose the correct verb-noun combination from exercise A to complete the sentences.
1. A potential employer will often ask job seekers to ___________________________ in
order to form a better idea of their personality.

2. If the selection panel members consider that your application has sufficient merit, you
will be contacted and invited to ___________________________

3. Many companies would never ___________________________ whose contact email

address is anything like ‘cooldude1999@bluedreams.net'.

4. The successful applicants will be required to ___________________________ of six

months, during which time their suitability for the post will be assessed.

5. Before you ___________________________, it is useful to know what kind of company

or institution is offering the position, so do your homework!

92
C
Complete the sentences with either the infinitive or the –ing form of the verb advertise.
1 We plan _________________________ all our vacancies on our website.
2 This vacancy needs to be filled urgently, so don’t delay _____________________ it.
3 There aren’t a lot of enquiries because we forgot _________________________ in the
local paper.
4 The board have decided _________________________ the post of Deputy HR Manager
more widely.
5 I think we should stop _________________________ in The Westland Echo. They are far
too expensive.

D
Correct the two sentences which are grammatically wrong.
1 When I suggested to hire more part-time staff, nobody listened to me.
2 Unfortunately, my previous employer failed to provide the reference I needed.
3 If you want your cover letter to be accurate, I recommend doing at least one spell check.
4 I must remember calling the job centre to enquire about part-time jobs.
5 I have arranged to see the HR manager tomorrow morning.

93
Unit 12: Business Writing

Emails
Useful Phrases for Emails
Email Writing Assignment

94
Business Writing: Emails
As with reports, your professional emails should be well-structured, precise, and formal. You
need to make sure to apply all the rules of English email writing (How do you address a new
business partner? How do you arrange a meeting by email? What about a complaint?), but
at the same time keep the email easy to read, especially for people with low English skills.
The following tips will hopefully help you to design an appropriate text for a supervisor,
colleague, or business partner.

Salutations and closings

There are different ways of starting and ending an email, depending on whether you know
the name of the person you are writing to. For example, when writing to a generic company
email address (e.g., info@companyxyz.com), the expression “Dear Sirs” is usually used.
Do you understand the differences between the other possibilities below?
Dear Sirs Dear Mr/Ms* Jones Hello Nick / Hi Yuna
When you address a When you know the name When you are on first
company e.g. writing to name basis. This
e.g. writing to info@xyz.com davejones@xyz.com happens quickly in
Dear Sir or Madam sarahjones@xyz.com English, but that does
not mean the same as
When you address a position “Du” in German!
e.g. writing to
purchasing@xyz.com

Yours faithfully Yours sincerely/Sincerely Kind regards/Regards;

(after several emails also: after several emails also
Kind regards) Cheers or Take care
Formal Neutral professional Informal
* Titles in English: Remember that all women are addressed as Ms and not Mrs in professional situations. A
medical doctor/a PhD is addressed as Dear Dr Smith. A professor is simply addressed as Dear Prof Smith.

Why do we say “Dear Mr Miller” but not “Dear John” in a business email?

95
Punctuation
Another important aspect in English email or letter writing is the pu
punctuation.
nctuation. This is very
different from e.g. the German writing style. Can you spot the differences between your
native language and British English/American English?
Br Am
English – open punctuation (= no full English
stops and commas in salutations/
salutations/closings)
Dear Mr Jones Dear Mr. Jones,
Regarding your email …. Regarding your email …

Kind regards Kind regards,

Date format
To make sure that you are able to set up
delivery dates or meetings with your
business partners, keep in mind that the
date formatat varies wildly in different
cultures – even in English-speaking
speaking ones!
For example, the
he format 06.03
06.03.2020 is read
Br
as dd/mm/yyyy in English and
Am
mm/dd/yyyy in English, so it can lead to
misunderstanding. Therefore,
herefore, it is
recommended to write the date in full.
Br Am
English English
…..on 6 March 2020. … on March 6, 2020.

Time format
Finally, the 24-hour
hour format can also cause confusion for many cultures. Germans tend to
arrange meetings at “15.30” (instead of 3.30 pm) or go to a movie which starts at “21:00”.
This format is rather unusual for a lot of other countries and can therefore be tricky to
understand.
When discussing times in an email, it is therefore better to stick to the 12-hour
12 system and
add am or pm to clarify whether you talk about the morning or evening (Her( flight leaves at
6:30 am (in the morning) or Her flight leaves at 6:30 pm (in the evening)).
evening) When talking
about 12 o'clock, you can either refer to noon or midnight.

96
Business Writing: Useful Phrases for Emails
Opening
I am writing to inform you that …
With reference to your email of …
Further to our telephone conversation, …
Thank you for your email of 1 April …
*Just a short email to …
*I hope you are wellBr /doing wellAm.
Good news
We are delighted to let you know that …
We are pleased to inform you that …
*I am happy to tell you that ...
Bad news
We regret to inform you that …
I am sorry to inform you …
Unfortunately we are not able to …
*I am so sorry to let you know …
Confirmation
We are delighted to confirm the following
… Monday. I was wondering if we could ...
We would like to confirm your booking of
6 December …
I am pleased to confirm the arrangements
as follows: …
Requests/ enquiries
Could you please send me …
I would be grateful if you could attach …
I would appreciate it if you could send …
Would you mind sending me …
Offers and quotes
We are able to quote you a price of … per
unit.
We can offer you a discount of … percent.
Please find our proposal attached.
Complaints
I am writing to complain about …
I am writing in connection with my order
of 18 March …
Unfortunately, the goods were ...
There seems to be an error in ...
Please replace the items by 21 May.
I hope that you will deal with this
promptly.
Apologies
Please accept our sincere apologies for ...
Please accept my apologies for the late
delivery of ...
We apologiseBr /apologizeAm for not being
able to deliver on time.
Saying ‘Thank you’
Thank you for sending me …
Thank you for your trouble.
Thank you for your support.
Arrangements
Does Monday, 10 October 2016 at 4 p.m.
suit you?
Please let me know if Monday, 5 May suits
you / would be convenient for you.
I would be able to manage the meeting on
Monday.
I am sorry but I cannot make it next
*Can you make next Monday? – Sorry, I
can’t make it.
Attachments
Please find attached my report.
I am sending you a copy of the invoice as
an attachment.
*I have attached ...
*Here is the document that you wanted.
Final comments
I look forwardBr to your reply.
I look forward to hearing from you soon
/… to meeting you next week /…to seeing
you again / … to receiving your reply
I am lookingAm forward to hearing from
you /…to seeing you again.
Thank you in advance for your help.
If you have any further questions, please
do not hesitate to contact us.
*See you next week then.
*Let me know if you need anything else.
* For less formal emails
97
Business Writing: Email Writing Assignment
You are interested in an internship and filled out an application form of a company on the
internet. You received the email below from the human resources department.

From: Juliana Coates To: your name

Subject: Interview preparation Date: 16 November 2020

Dear Mr./ Ms. (your name),

As you know, our company is currently looking for talented, dynamic and motivated
individuals to become part of our creative team. After assessing your application form, we
are pleased to inform you that we are considering you for the position of intern in the
___________________ department. We would therefore like you to come to our offices on
Friday, 4 December 2020 at 2 pm for an interview. I would also kindly ask you to send me
an updated CV.

As we would like to get a first impression of you before the actual interview, please answer
two of the following questions in a reply to this email:
1. In what way is your education and/or work experience helpful for this job?
2. What are your best personal qualities and why are they important for this job?
3. You have been placed in charge of a project team for a new project. What are your
first steps to create a productive team atmosphere and assign tasks?
4. Give an example of an important goal which you set in the past and how you
successfully reached it.
5. Describe an argument you had with a friend/family member and how you solved
the issue.

If you cannot make it on the above date, please let me know of another date and time that
would be possible for you.
I look forward to meeting you.
Yours sincerely,
Juliana Coates
Human Resources Manager

Respond to the email including the following points:

- make reference to the email
- answer two of the questions
- state that you have included your CV
- state that the interview date is not possible for you and suggest another day & time
- end politely
- make sure to use a proper email layout, e.g. a subject line

Write approximately 175 - 200 words (+/- 5%). Please write down the number of words.

98
Unit 13: Business Meetings

The International Perspective

Useful Phrases
Case Studies
Sample Assessment

99
Business Meetings: The International Perspective
Just as with presentation, the approach to meetings differs per region. So when participating
in an international meeting, you need to take cultural differences into consideration. There
are major differences in how dif
different
ferent cultures expect to run meetings and make decisions:

 In individualist cultures such as the US, Germany and the UK, people expect meetings
to be for discussion and for making decisions. As a result, American, German and
British managers see meetings aass a key management tool (and sometimes rely on
them too much as a way to get things done).
 In some Latin cultures, it may be more effective to have informal discussions over
coffee with the key decision makers. Formal meetings may only be held to
communicate
te decisions that have already been made.
 In many Asian cultures, like Japan, the real decision
decision-making
making unit is the workgroup
rather than the individual at the meeting. Meetings are useful to find out other
points of view and to share information. The indiv
individuals
iduals attending the meeting then
expect to take this information back for further discussion in the workgroup or team
– which is the real decision
decision-making unit.

Here are some more examples of possible difficulties due to cultural differences:

Time
Not alll cultures live by the clock. Time orientated culture
culturess such as the British or
German one will have strict approaches to how meetings run. The start time,
finishing time and all the different stages in between will be planned carefully. Other
cultures will see the start time as an approximation (and therefore arrive later than
expected), the finish time as non
non-fixed
fixed and all the different stages in between as
flexible. This also applies to the agenda – where structured cultures such as Germans
do the agenda in
n an orderly way, other cultures might switch between items or
ignore some points completely.

Hierarchy
The hierarchical nature of a culture can have a massive impact on the input given by
participants in an international meeting. People from hierarchica
hierarchicall cultures might feel
uncomfortable speaking one's mind, criticizing ideas, disagreeing openly, giving
feedback and reporting problems in front of the boss or manager. To offer a criticism
of the manager's idea would be seen as damaging for both the manage
manager and the
criticizer. Keep this in mind when encouraging others to share opinions.

100
The Purpose of Meetings
After a few pleasantries in the meeting room, the common term in the West is, “Let's
get down to business”. Western meetings generally run to a ttight
ight schedule with an
organized, pre-planned
planned agenda. Meetings are for business. On the other hand, there
are cultures which see a meeting as a chance for building personal relationships and
strengthening bonds between co
co-workers.

You should also be aware that the amount of time spent making small talk before a
meeting depends on culture. In Germany, for example, little time is given to it, but in
other cultures, such as Japan and the US, more time is spent on this stage. No matter
what culture you are in, however, making small talk before the meeting starts can
help to create positive relationships.

Meeting Etiquette and Mannerisms

Each
ach culture has its own cultural etiquettes, gestures, mannerisms and ways of
expression. Shouting, throwing hands around aand
nd even storming out of meetings are
all possibilities in Latin American or Arab cultures. On the other hand, nodding can
have a very different meaning for German or British people than for people from
Asia, where it is just a sign of understanding what has been said, not of agreeing with
what has been said.

In some cultures (e.g. Japan, Korea and Thailand), silence is used to express
disagreement and to give speakers time to think before speaking. Participants from
Western cultures often talk to fill in silences and therefore, their co-participants
co may
lose their turn. Make sure you understand how certain etiquettes, gestures and
general conversation tactics may be perceived and how you can minimize any
adverse impact.

Multi-Cultural
Cultural Meetings
A major mistake
stake made when dealing with diverse cultures in one meeting room is to
suggest that those of similar backgrounds work or be seated together. Rather than
allow for greater fluency in the meeting
meeting, this will have the opposite effect. Once cozy
in their cultural
ral groups, participants will slip into their cultural patterns. It is therefore
vital that the meeting seating pattern is mixed, which also
lso might help to develop
intercultural bonds.

101
 To
o avoid any pitfalls, try the following tips:

At the beginning of the meeting, you need to clearly state what outcome you expect
from the meeting. Make sure that everybody understood why you are meeting,
which topics need to be discussed, and the amount of time you have at hand.

When managing international meetings, ma

make
ke sure that you allow all participants the
opportunity to take part in the discussion. You can do this by asking some participants their
opinion and interrupting others if they are dominating the discussion. Keep in mind that
opinion-sharing
sharing might not be appreciated in hierarchical cultures.

You also have to think about the language that you use and the language le
level of the other
participants. Remember that non
non-native
native speakers of English may have problems following
ideas thatt are discussed in the meetin
meeting. Try to do the following to enable communication to
flow smoothly:

 Do not use idiomatic or colloquial language, as non

non-native
native speakers probably won’t
understand it
 Take the time to check that the other participants have understood you
 Check that you havee understood what the other participants have said to you by
asking questions and by paraphrasing what you have understood
 Summarize frequently

Most importantly, however, is to be sensitive to the other participants, to listen and to

observe. Accept that in international meetings, we cannot judge something as being “right”
or “wrong” – it is just different to what you know.

102
Business Meetings: Useful Phrases
Establishing Observe the other participants to make sure that they are following you / agreeing
rapport with you
throughout the Verbally check if all participants understand / agree
meeting Listen carefully and ask open-ended questions
Opening Make small talk
Topics: trip (AM) / journey (BR) weather, sports
State the aim of the meeting
Today we are here to …
The goal of today’s meeting is to …
By the end of this meeting, we need to make a decision on …
Agree on an agenda
How should we organize our discussion?
Should we start by brainstorming possible solutions?
We need to discuss the following points. Should we begin with topic X and then
move onto Y?
Agree on the decision making process
We will begin by discussing each option.
We will begin by agreeing on our main aim.
We will then decide which option best meets our goals.

Discussion Ask open-ended questions

Why, what, when, how, who, where
Check that other participants have understood you
Does everyone understand what I mean?
*In the
Is everyone with me?
international
context, diplomacy Check that you have understood the other participants
is extremely Let me check that I have got that correctly.
important. In other words, what you are saying is …
Phrases such as ‘I
Express disagreement diplomatically*
disagree’ or ‘That
Another option could be …
is not correct’ can
be seen as A different approach would be to …
extremely rude. I am afraid I see things differently …
Use softeners such Steer the discussion
as ‘I’m afraid’ or Keeping to the point: Perhaps we could get back to the point.
‘I’m sorry’ to Slowing down: Hold on, let’s look at this in more detail.
express Speeding up: Can we come back to that later?
disagreement. Interrupting somebody: Sorry, may I interrupt you here?

Closing Sum up and check agreement

To sum up, we will do the following…

103
Business Meetings: Case Studies
A Hudson Corporation
Background
Hudson Corporation, based in New York City, makes top-of-the-range range luggage and travel
accessories. It is a well-known
known brand name in the USA. Its suitcases and bags are associated
with high quality, traditional design and craftsmanship.

Hudson emphasizes in its advertising that its products are “made in America”. Recently, the
company’s market share in the USA has decreased. One reason for this has been the growing
competition from Asian companies, selling similar products at much lower prices.
A year ago, the management decided to boost sales by entering the European market,
focusing initially on Germany, France and Italy. They set up a branch office and warehouse
facility in Lyon, which would be the base for their Europea
European expansion.

Market research
Hudson has recently set up a series of focus groups to find out how consumers perceived the
company’s image in the USA.
These are the results of the survey:

Do you think % of people

Hudson’s products answering
are …. “yes”
expensive? 72
exclusive? 56
value for money? 48
good quality? 83
old-fashioned? 67
exciting? 15
innovative? 18

Marketing Strategies for Europe

To create a successful market entry in Europe, the management of Hudson has come up with
six different
erent marketing strategies.
A Reposition the brand
Sell Hudson suitcases and bags at a medium price rangerange.. Manufacture the products in a
country where labour costs are low, e.g. in India or China. Do not promote the products as
‘Made in America’. Use a high
igh-volume, low-cost
cost strategy for Hudson’s core products.
B Develop the Hudson brand
Promote the Hudson products as an exclusive brand and keep the ‘Made in America’ tag. Sell
the products in the higher price ranges. Use product placements in television sshows and
online to support the brand. Hire two famous, sophisticated, influential celebrities to
104
endorse the products. A well
well-known
known French actor and a female influencer have shown
interest in endorsing a new range.
C Hire a top designer
Employ a top designer
ner to produce a new range of smaller travel bags and weekenders aimed
at business people travelling in Europe and at younger, fashion
fashion-conscious
conscious buyers. Sell the
products under a new label in the luxury range. Emphasise the fact that the production is
sustainable
ainable and based on fair trade.
D Develop a wider product range
Sell a wider range of products under the Hudson label, e.g. backpacks, brief cases,
messenger bags, handbags, etc. for the biggest possible target market: Men and women, old
and young. Sell at lower, competitive prices.
E Stretch the Hudson brand
Put the Hudson brand name on high
high-quality
quality watches and jewellery. Make an agreement with
the German manufacturer of these toptop-of-the-range
range products. Promote the product line by
sponsoring red carpet events and llending the jewellery and watches to film stars who attend
these events.
F Develop sales using e-commerce
commerce
Move away from sales in department stores and exclusive boutiques and focus instead on
selling the existing product line via the internet
internet.. Extend the existing online shop and sign
contracts with Zalando, Amazon
Amazon, and other major online retailers. Sell the products
product at very
competitive prices.

Task
You are part of the marketing department at Hudson. To successfully launch Hudson in
Europe, thee management has asked you to discuss two issues in your team:
1. What do the findings of the market research in the
USA indicate about Hudson’s brand image at the
moment? How could this become a problem in
Europe?
2. Based on the discussion of task 11, which two
marketing campaigns should Hudson use to enter the
European market? You cannot “mix and match”, but
need to pick two options exactly as they are described.

105
B InStep’s Relocation
Background
InStep is a sports shoe manufacturer based in the USA. Three years ago, InStep moved its
European factory from Paris to Soissons, a small historical town in northern France. A large
warehouse and a distribution centre were built near the factory. InStep is now considering
moving its administrative staff from the Paris office to a purpose-built,
built, six-storey
six building in
the same town. Soissons has a population of 30 30,000,
,000, with a high proportion of families. The
relocation, if it goes ahead, will create employment opportunities for local inhabitants.

Some managers
nagers from the US parent company have come to Paris to discuss the potential
relocation with managers from the Paris subsidiary. They will discuss the relocation and
make a recommendation to the Board of Directors on whether to go ahead with the
relocation
n or not. At the moment, the US managers are in favour of relocating, while the
Paris managers are more sceptical about the move.

106
Arguments for and against the relocation
 The new purpose-built office building in Soissons will help to create a more loyal
workforce, as everybody works in one place then. This enhances communication and
staff relations.
 The new office building offers a top-floor café, a spacious lounge to relax and meet, a
fitness centre, as well as a swimming pool in the basement.
 The local authority in Soissons offers relocation grants and tax incentives for the
company, but also for staff who are willing to move.
 InStep will help staff to relocate: They will provide vans to help with the actual move,
subsidize meals in the canteen, and offer childcare facilities near the office building, a
monthly train ticket, and flexible working hours for staff with young children.
 The relocation will reduce costs and boost profits for InStep in the long run. Buying land
for further expansion will also be much cheaper in Soissons.
 Staff in the Paris office do not want to leave Paris, as they have friends and relatives
there. Some of them also care for elderly relatives or have children in school.
 Overseas visitors would probably prefer to visit the Head Office in Paris, even though
hotels there would be more expensive than in the Soissons region.
 The open-plan office in the new building will be unpopular with staff, as most people
prefer to have their own office.
 The move to Soissons will cost InStep about € 10 million, which is about twice the
current annual profit.
 Young, talented graduates will not want to work in Soissons, so there might be a
recruitment problem.
 Some employees might decide to stay living in Paris and rather travel 100 km each day
to work. This will leave them tired and stressed, which can affect their work.
 Moving the entire Paris office (230 people) to Soissons will create a problem with
accommodation in Soissons; the rents for apartments and houses could get more
expensive, which might anger the local inhabitants.

Task
You are one of the managers working for InStep. Your lecturer will tell you whether you
represent the US headquarters or the Paris location. In the meeting, discuss the pros and
cons of a possible relocation. Make sure to take the opposite arguments into account, stay
rational and sensible, and come to a compromise you all can agree to.

107
C Asia Entertainment
Background
In January 2020, readers of an Asia-Pacific business magazine were given information about
the Decker Group, based in Sydney/Australia.

Company Profile: The Decker Group

Workforce: 8,500 | Turnover 2019: AUS $1.2bn
Main activities
Decker is a diversified media group with interests in broadcasting, entertainment, and
internet services.
Current developments
Decker has recently joined forces with the Hong Kong-based media company Asia
Entertainment. The deal was described as a merger, but Decker has about 3 times the
workforce and turnover of Asia Entertainment and is therefore likely to be in charge.
Reasons for Decker’s acquisition
- Asia Entertainment has a strong presence in the Asian market, thanks to its very
successful streaming and video-on-demand services.
- Decker wants to increase its presence in one of the biggest markets worldwide, China.
- Decker also plans to use Asia Entertainment for its expansion into other Asian markets,
such as Singapore, Malaysia, and Vietnam.
Comment
Asia Entertainment seems to be a good fit with the Decker Group, as they have similar
company interests and could complement each other well. However, there might be
problems with the different management styles, especially if the Australians give the
impression of being the “superior” partner.

Problems
It is now a year later. The change of ownership and the new management style at Asia
Entertainment has lead to problems within the staff, but also between the companies. The
email below illustrates some of the difficulties.

108
To: CEO; Board of Directors
From: Cindy Chow, HR Manager Asia Entertainment
Dear all,
As requested, I am sending you a summary of the complaints from our staff at Asia
Entertainment. Personally, I am very worried about the high staff turnover and low morale.
Below are some of the reasons for the problems.
1. Re-applying for positions
Because of the merger, some positions are now shared by two or more people, which is why
management asked all employees to re-apply for their jobs. Our staff feels very uneasy and
insecure. People do not want to compete against each other for jobs they had for years.
2. Redundancies
Redundancies due to the merger are to be expected. Employees in HR and Sales feel
particularly threatened. Many employees from these departments are already looking for
new jobs, which is affecting productivity.
3. Compensation
Several employees have already been made redundant. However, the compensation package
for those who have left is poor. They are also not receiving any help in finding new jobs.
4. English language skills
The Decker management has insisted that the Asia Entertainment staff must improve their
English, but no financial or organisational help has been offered for English courses.
5. Management style
Below are some typical complaints by our staff about the new management style:
- Most of the management jobs have been given to the Australians. There are not many
Chinese in senior positions. Our staff does not feel trusted or valued, and the new managers
seem to be only interested in results.
- Our Australian colleagues want an informal atmosphere and call us by our first names, but
culturally, we are not comfortable with using first names in the workplace.
- In general, it feels as if the Australians do not understand our culture and customs. One of
the Australian managers even changed the menu in the canteen in order to save money.
There is not enough fresh vegetables and fish, but lots of red meat and dairy products, which
most of us don’t like. We feel like we are losing our Chinese identity.
- Everything is moving so fast. We don’t know where the company is going and what the
strategy is. Some of us have never met their head of department, as they have never been to
the Hong Kong office. They just send us lots of emails about what we have to change, but we
would like to get to know them and offer us more information about why we need to make
the changes.

It would be great if we could arrange a meeting in Hong Kong to discuss these issues.
Look forward to hearing from you,
Cindy Chow
109
Task
You are one of the managers invited to the meeting. Your lecturer will tell you
y whether you
represent the Decker Group or Asia Entertainment. In the meeting
meeting, discuss the pros and cons
of the points mentioned in the email. Be aware that some of the points mentioned might be
unavoidable after a mergerr and are not necessarily Decker’s “fault”
“fault”.. Make sure to take the
opposite arguments into account, stay ratio
rational
nal and sensible, and come to compromises you
all can agree to.

110
 Business Meetings: Sample Assessment
Comments Points
Content (Maximum 20 points)
Structure and aim of the meeting are
clear and can be articulated. Topics
relevant to the task are explored
throughout the discussion. Clearly
able to express opinion and to take
part in the discussion. Offers realistic
ideas and has company interests in
mind. Can offer solutions and
suggest/accept compromises.

Interactive Communication (Maximum 30 points)

Uses standard phrases for meetings.
Sensitive to turn-taking and able to
sustain the interaction by initiating
and responding appropriately.
Remains friendly and diplomatic
throughout the discussion.
Structures/steers meeting. Invites
others into meeting if necessary.

Grammar: range and accuracy (Maximum 15 points)

Very good range of grammatical
structures. Minor errors may occur,
appropriate to the language level.

Vocabulary: range and accuracy (Maximum 15 points)

Very good range of active business
vocabulary appropriate to the task.
Minor errors may occur, appropriate
to the language level.
Fluency (Maximum 20 points)
Very good accent and speed,
appropriate to language level and
task. Maintains a flow of language;
good overall pronunciation.
Total number of points

111
Self-Study

Units 1-12
Grammar Support
Answer Key

112
Unit 1: Self-Study
A
Complete the phases 1-6 with a verb from the box.

carry out draw up issue maintain train transport

1 ____________________________
draw up contracts
transport
2 ____________________________ goods and equipment
3 install and ____________________________
maintain systems
4 ____________________________
issue press releases
carry out
5 ____________________________ research
6 ____________________________
train staff

B
Choose the correct verb form – present simple or present progressive?
Sarah introduces John to Mark.

1. do you know
Sarah: "John, ______________________________________ Mark?
are you knowing/ do you know/ know you

2. Mark ____________________________
comes from California."
is coming/ comes

3. John: "Really, that's a coincidence! My brother _____________________

is staying
in Los Angeles this month. Pleased to meet you, Mark."
is staying/ stays

4. is your brother working

Mark: "Me too. _______________________________________ in LA at the
moment?
is your brother working/ does your brother work

5. John: "No, he is on holiday, the lucky thing! So, Mark, what exactly
___________________________
do you do ?
are you doing/ do you do

6. Mark: "Well, normally ______________________

i deal with customer complaints about
the software we produce at our offices in San Francisco."
I am dealing/ I deal

7. Sarah: "Mark is over here because he ___________________

is looking at how we have set
up our call centre in London. is looking/ looks
He might want to ask you some questions, John, while he is here."

113
8. John: "Actually, _________________________
i am preparing a report on the centre at the moment.
I am preparing/ I just prepare
I can talk you through it if you like."

9. Mark: "Sounds great. ___________________________.

I dont believe it Must be my lucky day! Shall
we go to your office?"
I am not believing it/ I don’t believe it

C
Complete the sentences with the verbs from the box. Use each verb twice. Put each verb
into the correct form and tense – present simple or present progressive.
invest sell take target work

1. Apple __sells____ its products all around the world.

takes
2. It always ______________________ me ten minutes to get my work computer
running!
3. Which market segment ___________________
are they usually ___________________
targeting ?
is not working
4. Oh no! My printer ________________________________ properly. I will ask Leila to
make a copy of the report for you.
5. __________________
Are you ___________________
investing more money in marketing this
year?
works
6. Their advertising agency never __________________________ at weekends.
7. Do you think we ____________________________
are taking a big risk if we postpone the
launch of our new model?
8. Unfortunately, our range of soft drinks ____________________________
is not selling well at the
moment.
9. This time, we ________________________________
are targeting our advertising campaign on
the young.
10. Our company __________________________
does not invest a lot in R&D. That’s why we develop
fewer new products than our competitors.

D
114
Read the passage below about customer relationship management. In some of the lines,
there is one extra word which does not fit. If a line is correct, put a tick (√) in the space
provided. If there is an extra word in the line, write that word in the space.

Many organisations talk about doing more business electronically, as implementing 1___as_____
cost-cutting measures and improving efficiency. Despite all this talk, some inspired √
2__________
business leaders have understood what the key of any business connection is: people. 3__________
v
Customers do of course they expect quality products and fair prices, but this is not 4__________
they
the whole story. They also expect to deal with people who have been a positive 5__________
been
attitude, who are enthusiastic about the business if they are in, and who care for them. 6__________
if
Therefore, a growing number of companies have come to realise so that any 7__________
so
transaction can potentially mark the start of a lifelong and relationship. They are now and
8__________
aware that a large part of the success of any company depends on the quality of 9__________
v
customer services and CRM, which is the short for ‘customer relationship management’. 10_________
the

115
Unit 2: Self-Study
A
Complete the word partnership with brand, product, or market.

1 _______________________
brand loyalty brand loyalty
market challenger
2 _______________________
market challenger

3 _______________________ endorsement product endorsement

product
brand
4 _______________________ stretching brand stretching
product lifecycle
5 _______________________
product lifecycle

6 _______________________
market share market share

B
Read the passage below about brands. In some of the lines, there is one extra word which
does not fit. If a line is correct, put a tick (√) in the space provided. If there is an extra word
in the line, write that word in the space.

Companies must try either to make products that a few people love or products √
1______________

that many people quite like. An attempt to do both will not produce obstacles and 2____not______
if you put that you cant put ":"
conflicts. Two things that lie behind the craze for emotional involvement: The first that
3______________
is overcapacity - if there are too many products in every market segment, and this 4______________
and
means it is hard to get attention for anything ordinary. Marketing consultants 5______________
v
argue that it is not enough for companies to make up their consumer goods just a up
6______________
little better. Instead of, they should make only remarkable things that will make 7______________
of
consumers take notice. The second factor is the increased ability of consumers to 8______________
v
communicate their views about products, either good or bad. According to some 9______________
v
experts, the Internet has increased by a factor of 10 the number of people and that 10_____________
and
one consumer can influence. Sometimes, companies take an advantage of this by 11_____________
an
using buzz marketing: they create a group of people who will generate enthusiasm 12_____________
v
for their products, for example by talking about them in our chat rooms. 13_____________
oura

116
C
Complete each sentence with the best word.

1 If a celebrity ____________________
endorses a product, they say how good it is in
advertisements.

a) persuades b) launches c) endorses

2 Billboard, those large signs used for advertising, are often called
hoardings
‘____________________’ in the UK.
a) leaflets b) slogans c) hoardings

3 Manufacturers of toiletries and cosmetics frequently offer free ____________________

samples
for customers to try out their new products.
a) samples b) commercials c) posters

4 Advertising done at the place where a product is sold is called ‘____________________

point of sale
advertising’.

a) public b) point-of-sale c) eye-catching

5 ____________________
sponsorship of sports or arts events can be a powerful method of

advertising.

a) Research b) Endorsement c) Sponsorship

6 If you here about a new product from a friend or relative, this is called
‘____________________
word of mouth advertising’.

a) word-for-word b) mouth-to-mouth c) word-of-mouth

7 Viral advertising is growing rapidly due to the high cost of TV ______________________.

commercials

a) commercials b) publicity c) research

8 ‘Just Do It’ has become one of the most famous advertising __________________
slogans ever.

a) slogans b) banners c) mailshots

117
D
Fill the spaces with the verb in brackets, using the correct future tense: going to future,
will future, or present simple.

1. One day in the far future, I ____________________________

will have (have) my home in
Italy.

2. Peter has decided that he _____________________________

is going to buy (buy) an old winery
after his retirement next year.

3. Sorry, I cannot come to the restaurant with you. After the lesson,
I_____________________________
am going to meet (meet) Mary in the canteen.

4. The theatre performance __________________________

starts (start) at 8 p.m.

5. Well, everything has been prepared. We _______________________________

are going to launch
(launch) the product next month.

6. When __________________
does the train _______________________
arrive (arrive) in
Liverpool?

7. A: Oh no, I forgot to save the client’s email address in my phone!

B: That’s alright. I _______________________________

will send (send) it to you via
whatsapp.

8. Phoebe and Molly ________________________________(open)

are going to open their pop-up store
on 1 November.

E
Underline the verb which fits the sentence.
1. My flight normally leaves / will leave at 2 pm but it is late today.
2. Are you flying / Do you fly on the same flight as your boss next week?
3. A: My taxi didn’t come. – B: Don’t worry. I’ll /’m going to call another one.
4. They meet /are meeting at the bar tonight. Would you like to come?

118
Unit 3: Self-Study
A
Match item 1 – 5 with items a – e.
1 Despite the rising euro and a) although they were affected by the
falling sales, strong euro as well.
2 The euro rose and sales fell b) because of the strong euro and a
slightly, slight fall in sales.
3 Vegaco’s profits did not remain c) However, the profits of Vegaco’s
constant competitors did not decrease.
4 Their competitors’ profits d) so Vegaco’s profits did not reach the
increases same level as in the previous quarter.
5 The strong euro affected all e) Vegaco’s profits did not fall
software companies. significantly.

B
Study the linking words in bold in exercise A. Then use each linking word twice to
complete the following sentences.
1 Sales of our fruit juices improved __because__ we made the packaging more attractive.
2 Sales did very well in the second quarter. Since June, ____________________,
however there has
been a gradual drop.
3 Profits continued to rise ___________________
despite a slight increase in production costs.
so
4 We plan to centralise distribution, ____________________ costs are likely to decrease.
because
5 October can be a difficult month ____________________ sales often fall after the
holidays.
6 __________________________
despite the strong market for tablets, Tarp’s share price has
fallen.
7 We have relaunched the XL30 under a new name, _________________
so sales will
probably go up.
8 ________________________
although our production costs have gone down by 3%, profits have
not improved significantly.
9 We launched our new campaign three months ago. _______________________,
however sales
have not recovered yet.
10 Profits went up _______________________
although sales did not seem to improve.

119
C
Look at these general writing tips to avoid making mistakes.
Introduction
 To make a recommendation on how to
 To recommend how to

Comma setting
Connecting two full sentences with and or but:
We produce televisions, and right now we are launching a new product.
Our sales are falling, and therefore we are going to start a new advertising campaign.
We are spending too much on advertising, but we have to do it to increase sales.

Enumeration:
It was a bright, sunny morning. (adjectives)
Mr Gates has got a BMW, a Rolls Royce, a Bugatti, and a Trabbi. (nouns)
The robber shot him down, took the money, and escaped through the back door. (verbs)

Linkers:
Our branch in Münster, however, has achieved excellent results. However, our branch in
Münster has achieved excellent results. In fact, even better results than any preceding year.
Therefore, our sales department is going to plan an incentive tour to Berlin. Furthermore /
Moreover, a bonus will be paid to all sales staff. Nevertheless, our boss expects us to do our
utmost in the future, too.

Subordinate clauses:
If a subordinate clause starts a sentence, the comma must be used.
Although she is afraid of flying, she still flew to the conference in Hong Kong.
Even though our sales are falling, our profits have remained steady.

Introductory constructions:
Having said this, he disrupted the meeting. (Participles)
To improve her English, she attended a course. (Infinitives)

There is NO comma before “that” and “if”!

He told me that…. He asked me if….

120
Unit 4: Self-Study
A
Use the clues to complete the crossword puzzle.
Across
1 A company’s _turnover__ is the amount of business it does over a certain amount
of time. (8)
3 A company’s sales______________________
revenue is the money it receives from selling goods
or services. (7)
5 Money which people or organisations put into a business in order to make a profit. (10) INVESTMEN
T
8 A difficult time for the economy of a country, when there is less business activity. (9) Recesion
11 A _______________________
_____________________
FORECAST is a description of what is likely to happen in the future. (8)
Down
2 An ________________________
EQUITY stake is the money risked when a business owns part of
another company. (6)
4 The ________________________________
DIVIDEND is the p
part
art of the profits of a company that is
paid to shareholders for each share that they own. (8)
STOCK
6 A _____________________ market is where a company’s shares are bought and sold. (5)
7 The _______________________
PROFIT margin is the difference betwee
betweenn the price of a product
or service and the cost of producing it. (6)
9 One of the parts into which ownership of a company is divided. (5) SHARE
10 Money that one person, organization or country owes to another. (4)

Q
R E V E N U E
D I
I N V E S T M E N T
V Y
T
I P O
D R E C E S S I O N
E O K H D
N F A E
D I R B
T F O R E C A S T

121
B
Complete these pairs of opposites.
1 to go up to go down
____
2 to r_se
i to _f _a _l l
3 to _i n_ cr _e _ase to de _c _r _e _a_s_e
4 to r _o _c _ket to p
_ _l u_ mm _e _t
5 to _d _o_uble to h _a _l v_ e

C
Read the text below about unequal distribution of wealth. In some of the lines, there is
one extra word which does not fit. If a line is correct, put a tick (√) in the space provided. If
there is an extra word in the line, write that word in the space.

Most news programmes now have a business section. This might give us the illusion
that we are all equally affected by stock markets and financial speculation. When
we care to study the facts and figures, however, it will soon becomes clear that the 1__will_________
glamorous financial deals we regularly hear about benefit to only a tiny minority of 2______________
to
people. According to a recent report published in the US, the wealthiest 1% of the 3______________
v
population control more than one third of all the nation’s wealth. This 4______________
the
concentration of wealth among the very rich and has mostly remained constant and
5______________
over the past ten years. On the other hand, the living standards of a large v
6______________
proportion of the population have stagnated or declined. This kind phenomenon is 7______________
kind
by no means unique to the US, it is indeed a common throughout the industrialised 8______________
a
world well. It is also occurring in emerging countries like India and China. As the gap 9______________
well
between average families and not the very few ultra-rich continues to widen, it 10_____________
not
seems urgent to address the issue of global inequality of wealth and income 11_____________
v
distribution.

122
D
Cross out the incorrect option in each list.
1 A large number of stores were upgraded last year
in the late 1990s.
since 2003.

in a different era.
2 The concept of the department store was born
over the last few years.
many years ago.

so far.
3 It has been an excellent year for Epsol International
in 2002.
till now.

yet
4 They have already reorganized their local business operations.
never

since the summer?

5 How many new products have they launched this year?
last year?

when we had the money.

6 Unfortunately, we didn’t redevelop the car park
for the past three years.
six months ago.

123
E
Look at these general tips on how to deal with financial figures and phrases.
Trend prepositions
 This was an increase of 12%. was an increase of
 Sales increased by 12%. (a total increase of 12%) increased by %
 Sales increased to 30m. (started at $20m and is now at $30m) increased to $
 Sales finished / ended / peaked at $30m. finished/ended/peaked at
 There was a significant increase in sales. was a increase in

Other prepositions
 invest in advertising invest IN
 spend money on advertising spend ON

Determiners: much / many/ this / these

much – uncountable (much money) many – countable (many commercials)
this – singular (this strategy) these – plural (these strategies)

Writing figures
a. In millions / in billions
b. 3 million / 3 billion
c. 3 million dollars / 3 billion dollars
d. 10-million-dollar rise
e. $3m $3bn , €3m €3bn
f. 3,500,000
g. $3.5m / $3.45 m
h. a 3.5% increase

Comma setting
Units of a thousand are separated by a comma: $ 1,000,000 = $ 1m

124
Unit 6: Self-Study
A
Use the clues to complete the crossword puzzle.
Across
2 The practice of selling products at a very low price in an export market. DUMPING
4 They separate countries and can make trade more difficult. BORDERS
7 Limited numbers or amounts that are officially allowed. QUOTAS
8 Taxes paid on goods coming into or going out of a country. TARIFFS
9 A general word which covers all things which stop people trading freely. CONTROLS
Down
1 To give money to a company or an industry to make a product cheaper to buy or produce. SUBSIDISE
2 The removal or reduction of government controls on a particular business activity. DEREGULATION
3 A situation in which goods come into and out of a country without any controls or taxes.
(two words) FREE TRADE
5 Government department responsible for collecting taxes on goods. CUSTOMS
6 To bring something into a country from abroad, usually in order to sell it. IMPORT

F
S
U
E R
B O R D E R S E
C
U
E E
S
T
I S
G I
U M R
D T
I Q U O T A S
L P
A D
S M
O
E
T A R I F F S E
I
T
O
C O N T R O L S

125
B
Rewrite these sentences using an appropriate modal form to replace the words in italics.
1. It is not necessary for you to wear a suit. The company culture is quite informal.
You do not have to wear a suit. The company culture is quite informal.

2. I am not allowed to forget to fill in the import forms.

__________________________________________________________________
I mustn't forget to fill in the import forms

3. If you are invited for dinner, it is a good idea if you buy your hosts some flowers.
__________________________________________________________________
if you are invited for dinner, you should buy your hosts some flowers
4. In many countries, it is a cultural taboo to point your finger at people.
__________________________________________________________________
In many countries, you mustn't point your finger at people
5. It is an obligation for you to drive with your seat belt on.
__________________________________________________________________
you have to drive with your seat belt on
6. I know most of my colleagues quite well, so I am not obliged to address them by their
surname.
__________________________________________________________________
i know most of my colleagues quite well, so I dont have to address them by their surname.
7. It is essential for all visitors to wear their name badges at all times.
__________________________________________________________________
all the visitors have to wear their name badges at all times

8. In Canada, smoking is prohibited in most public places.

__________________________________________________________________
In Canada, you mustn't smoke in most public places

C
Read the text below about global trade. In some of the lines, there is one extra word
which does not fit. If a line is correct, put a tick (√) in the space provided. If there is an
extra word in the line, write that word in the space.

About two decades ago, the supporters of globalization have promised that free trade 1__have___
would bring a prosperity to people in both developed and developing countries. 2_________
a
As more and more governments enter the WTO_IMF sphere of influence, however, 3_________
v
the economic difficulties they face and lead to the conclusion that those promises 4_________
and
were grossly exaggerated. An increasing number of companies outsource or relocate to 5_________
v
countries where labour is cheaper, environmental laws more weaker and workers’ rights 6_________
more
fewer. As a result, millions of people have, especially in developing countries, work 7_________
have
in sweatshop conditions, laboring for all day in unsafe and unhealthy conditions 8_________
for
for meager wages. On the other hand, a very huge number of manufacturing workers in 9_________
very
developed countries have lost decently-paid jobs as companies have moved to overseas 10________
to
in search of lower production costs.
126
Unit 7: Self-Study
A
Complete the sentences with the words from the box.

decisive approachable radical encouraging diffident realistic

1 What they need is a __decisive__ person, someone who can choose the right course of
action even in a very difficult situation.
2 What I like about our new boss is his _________________________
encouraging attitude. He is so
good at giving us support and confidence.
3 As a team leader, Marta was really __________________________.
realistic She always knew
what goals we would be able to achieve and which tasks would be beyond our abilities.
4 Many people find Jim rather __________________________.
diffident They say he rarely
expresses his opinions and is never gives indications as to what he wants.
5 Martin is really friendly and easy to talk to. In fact, he is the most
_____________________
approachable boss we have ever had.
6 The new office manager has rather _________________________
radical ideas. Not only does
he want to change the way we work, he also wants us to think in new ways!

B
Complete the opposites of the adjectives given.
1 realistic _i d _e _a l _i st i_ c realistic - idealistic
principed - ruthless
2 principled __
r __ u th l__e__ ss
encouraging - critical
3 encouraging cr __
i t__ __ i __
c __ a __
l approachable - distant
4 approachable __
d __i st __
a n__ t radical - conservative
formal - casual
5 radical c __
__ o n __
s __ e __r v __
a __
t i__ __
v e__
6 formal c __
a su
__ a__ __
l diffident - asservative
decisive - cautious
7 diffident __
a ss e__ __
r __
t __
i v __
e
8 decisive c __
a __
u t __
i __
o __
u s

127
C
Read the text below about poor leadership. In each of the lines, there is one wrong word.
For each line, underline the wrong word in the text and write the correct word in the space
provided.

Poor leadership almost inevitably results in ineffective organisations. These

share a number of characteristics.
Firstly, they are weakened by interpersonal conflicts which remains unresolved 1___remain___
and are allowed to get worst. Secondly, channels of communication are often worse
2______________
blocked, so that information is no adequately shared: everyone has ‘secrets’ 3______________
not
which they reveal only to their’s closest friends. In addition, there are conflicts of 4______________
their
interest between individually members of staff and the organization, which 5______________
individual
frequently cause huge losses for energy. Finally, staff typically feel powerless, cut 6______________
of
off from a decision-making process. Consequently, hardly anyone feels 7______________
the
motivated for give the best of themselves. 8______________
to
who decides to put people first,
Such a situation can be remedied by a leader which 9______________
find ways of empowering staff.
to focus on team building, and finding 10_____________

D
Change these sentences into the passive form. Only use by if it important to know who
performed the action.
1 They manufacture all our new models in Mumbai.
____All our new models are manufactured in Mumbai.____________
2 The Artisans Co-operative is developing a new range of jewellery.
a new range of jewellery is being developed
_________________________________________________________________
3 Rashid Singh Enterprises will make the earrings.
_________________________________________________________________
the arrings will be made
4 I think we should discontinue this range of products immediately.
_________________________________________________________________
the range of products should be discontinued inmediately
5 Scientists are going to test the new drugs.
_________________________________________________________________
new drugs are going to be tested by scientist

128
6 We have reduced the number of subsidiaries dramatically.
_________________________________________________________________
the number of subsidiaries has been reduced
7 The CEO evaluated the marketers’ ideas regularly.
_________________________________________________________________
the marketers ideas were regularly evaluated by the CEO
8 Our engineers could make some modifications.
_________________________________________________________________
some modifications could be made by our engineers

Unit 8: Self-Study
A
Read the passage below about cultures. In some of the lines, there is one extra word
which does not fit. If a line is correct, put a tick (√) in the space provided. If there is an
extra word in the line, write that word in the space.

It is sometimes said that cultures are becoming more alike under the effect of
mass tourism and globalization.
However, there often remains a gap between any two given cultures. √
1______________

What enables for us to bridge this gap is often called cultural awareness. Empathy, i.e. 2___for________
openness of mind and heart together with a willingness to try and understand things 3______________
v
from someone else’s perspective, is a necessary condition and for such an awareness 4______________
and
to develop. However, empathy on its own it is not enough. We also 5______________
it
need that to develop an ability to look at our culture from the outside. This process 6______________
that
should make us realise that all the behaviours, belief and values that we have 7______________
v
always taken in for granted my indeed appear strange to someone from another 8______________
in
cultural group. In our other words, we need to be able both to make the strange look 9______________
our
familiar, and they make the familiar look strange. If we can achieve this, then we can they
10_____________
develop about what some sociologists call our cultural awareness. 11_____________
about

129
Unit 9: Self-Study
A
Create prefix and verb combinations to complete the sentences. Use the correct form of
the verbs.
assess
down grade
locate
train
de centralise
date
develop
re launch
organize
regulate
up size
structure

1 If our company says it is going to _downsize_, I think that means we are out of a job.

2 Could you please __________________

update us on how the project is progressing?
3 Lots of companies say they would like to ______________
decentralize responsibility and authority.
4 Nobody knows what will happen to the company because it has not _______________
restructure
since the last recession.
5 Our company is about to __________________
relocate its head office to India.
6 Due to political unrest in the country, many companies began to ________________
reassess the
risk of doing business there.
7 Sales will increase If we __________________
relaunch the product under a different name.
8 The Chinese government has announced its plan to ______________
reorganize the telecoms sector
into three operators, each with wireless and fixed-line services.
redevelop
9 The local council has plan to __________________ the whole area north of our
headquarters.
10 We bought the new software and then realized we need to __________________
retrain the
staff to use it.
11 We want to use the money to __________________
upgrade all our computers with more
powerful processors.
deregulate
12 Our government might ______________________ all internal flights to make the industry
more competitive.

130
B
Complete the sentences with will, would, won’t or wouldn’t.
1 We ________________
will give you a more substantial discount if you paid cash.
2 If they didn’t find our terms satisfactory, they _______________
wouldnt continue doing business
with us.
3 So if we order 200 units, you ________________
will give us a 10% discount, is that right?
4 We ________________
wont be able to order more if you can’t deliver within a week.
5 If you can’t deliver this week, we ________________
will have to turn to another supplier.
6 We ________________
wouldnt have to look for another supplier if you were able to dispatch
immediately.
7 I am sure we ________________
wont get this contract unless we offer a lower price.
8 If I were you, I ________________
would look for a more reliable supplier.

131
Unit 10: Self-Study
A
Complete the sentences with words from the box.

corruption discrimination fixing fraud espionage

testing trading laundering counterfeit pollution

1. European companies have developed a code of ethics to improve the defence

industry’s reputation, after allegations of bribery and ____corruption______ in
connection with some of its biggest names.
2. A California-based IT medical simulation company has developed a system to predict
the effects of cosmetics on human skin, cutting the need for animal
______________________.
testing
3. The EU has investigated international banking agreements to see if there was price
______________________
fixing in violation of EU competition rules.
4. The national commission on environmental ______________________
pollution
recommended that a third of the country’s fishing waters be designated conservation
zones, where fishing would be banned until stocks recovered.
5. The government says sex ______________________
discrimination is damaging to the economy
and plans to support workers’ rights.
6. Our rival’s summer collections has some items which are so similar to our own new
design that we think this might be a case of industrial ______________________.
espionage
7. The global watch group on criminal fund flows is investigating claims that football
clubs and other sports teams are being used as a means for money
_____________________.
laundering
8. China is the biggest source of ______________________
counterfeit goods in the world.
9. Mr Mattison was fined € 30,000 for ‘a minor tax ______________________’
fraud in
Finland after failing to declare € 11,000 worth of imported goods on arrival in Helsinki
from Switzerland.
10. Because shares in both banks jumped 20% two weeks before the confirmation of
their merger, an insider ______________________
trade enquiry was opened.

132
Unit 11: Self-Study
A
Complete the sentences with items from the box.

resume applicant a cover letter shortlist a vacancy

a headhunter permanent interview a probationary period a reference

1 The usual American English word for ‘CV’ is ‘_resume_’.

a headhunter
2 Extron has hired _____________________ to attract talented staff from rival companies.
3 We ask all our new employees to work _______________________
a probationary period of three months.
4 The starting salary of the successful ______________________
applicant will be decided on the
basis of qualifications and experience.
5 The panel will _______________________
shortlist candidates for interview and contact them by
the end of the week.
6 Please send _______________________
a cover letter together with your CV.
7 Our company has ______________________
a vacancy for a graduate in economics.
8 When you apply for a job, it is common to ask your previous employer for
______________________.
a reference
9 A survey showed that most temporary workers were hoping to be offered a
_____________________
permanent post.
10 Applicants will be called for _______________________
interview between 15 and 25 May.

B
Match the sentence halves.
1 If the candidate is highly qualified, a) to train new staff.
of course we don’t mind
b) to give him a reference.
2 If your probationary period is
successful, we promise c) to offer you a permanent
post.
3 The job is so dull that I’m considering
4 They want candidates with lots of d) paying a more competitive
experience because they can’t afford salary.
5 Tony was upset because his previous e) advertising it for far too
employer refused long.
6 We can’t fill the vacancy this month f) handing in my resignation.
because we have put off

133
C
Complete the sentence with either the infinitive or the –ing form of the verb to advertise.
1 We plan __________________
to advertise all our vacancies on our website.
2 This vacancy needs to be filled urgently, so don’t delay _______________________.
advertising
3 There aren’t a lot of enquiries because we forgot __________________________
to advertise in the
local paper.
4 The board have decided ___________________
to advertise the post of Deputy HR Manager more
widely.
5 I think we should stop ___________________________
advertising in The Westland Echo. They are
far too expensive.

D
Correct the two sentences which are grammatically wrong.
hiring
1 When I suggested to hire more part-time staff, nobody listened to me.
2 Unfortunately, my previous employer failed to provide the reference I needed.
3 If you want your covering letter to be accurate, I recommend doing at least one spell
check.
to call
4 I must remember calling the job centre to enquire about part-time jobs.
5 I have arranged to see the HR manager tomorrow morning.

E
Read the text about the human consequences of redundancies. In each of the lines, there
is one wrong word. For each line, underline the wrong word and write the correct word in
the space provided.

Articles about redundancies frequently focus on numbers and statistics and tend to
ignore the psychological impact of job losses.
Naturally, reactions on redundancies vary from one individual to another and 1 ___to_______
depend for
on age and the number of years spent with the company, among other 2 _____________
thenanger and
factors. However, most of the victims initially feel more disbelief than 3 _____________
their
depression. Indeed, such a change in there professional circumstances can have a 4_____________
devastating
devastatingly effect on their home lives and family relationships. Very often, for 5_____________
sometimes
example, losing one’s job means having to relocate, sometime far away from one’s 6_____________
close
relatives and closed friends. 7_____________
effects
In addition, redundancies also have long-lasting effect on those who survive them. 8_____________
luckier
Survivors often feel guilty about being luckiest than those who had to go, betrayed 9_____________
by management, and frightened of being next in line.

134
Unit 12: Self-Study
A
Nancy Oberweis is applying for a job at Agribank. Put her sentences (A-H) in the correct
order.

8
5

135
Grammar Support: Self-Study
A
Adjectives and adverbs
1. Adjectives give information about a state of being
2. Adverbs give information about how things are being done

Basically, any adjective can be turned into an adverb by adding the suffix –ly.
On the occasion of the Geneva car saloon, Opel won an award with its new model
“Ampera”. This newly developed car is famous for its “Range Extender” – a technical
gadget that keeps drivers afloat without the threat of being grounded on account of
batteries running low. This technically advanced component has been integrated
into all new Ampera cars and also into its sibling, the Chevrolet Volt. Test drivers say
that the car works reliably and economically.
They kindly invited me to their opening party last Friday.
That was a really kind invitation.

Complete the sentences below using either an adverb or an adjective.

1. There was a _________________________
slight (slight) increase in sales.
2. Last year, sales increased _________________________
dramaticaly (dramatic).
3. Sales have increased _________________________
steadily (steady) since November.
4. There was a _________________________
steady (steady) increase in sales last year.
Beware of some exceptions:
Hard (adj + adv = hart) – hardly (adv = kaum)
Peter works very hard and is worn out in the evening.
Paul, however, has hardly ever worked in his life. He just parties hard.

Fast (adj +adv)

A BMW 8series is a fast car.
In case you drive it fast, you might lose control.

Good (adj) – well (adv)

We had good results last year.
The whole team worked very well.

Verbs referring to your senses are only used with the adjective:
You look good./ It smells delicious./ It tastes horrible./ That sounds really bad.

136
Exercise
Fill the spaces with the appropriate form:
1. Samsung have been able to report increasing_____ly better results.
2. If you want to get ahead, you must work hard_____ .
3. You will avoid getting tickets from the police if you do not drive fast_____.
4. We are particular_____
y interested in your new model, the Lee Slate.
B
Degree of Adjectives
Basically, the number of syllables of a word decides on the kind of flexion to be used.
One-syllable adjectives: the suffixes –er and –est are added.
Positive (as … as) comparative -er + than superlative –est + the
A fine mark A finer mark than last week The finest mark of the group
Their market share is as big Their market share is bigger Apple has the biggest
as ours. than ours. smartphone market share in
the US.
Exceptions
This is a good result. Far better than Jane’s. The best result ever.

What a bad performance It is worse than the average This is the worst mark I have
ever had.
There is not much They provided me with more Most information can be
information available. input than last time. taken from our internet site.
Three and more syllable adjectives: use more … than respectively the most …
Positive Comparative /more…. than Superlative the most … of
A wonderful trip to Paris. More wonderful than my trip The most wonderful
to Vienna experience I have ever
made.
Two-syllable adjectives: they can take either form. Here, it is either the second syllable that
decides or the emphasis.
The following suffixes require adding –er and –est.
Positive Comparative Superlative
A happy winner Happier than the challenger The happiest of all
participants

Friendly service Friendlier than ever The friendliest service

Narrow profit margin
Clever market research
This copier takes little ink
only.
Don’t raise so many details.
Narrower than in the 90s
Cleverer than the year
before
Exceptions
The newer version consumes
even less.
Don’t raise more questions
than necessary.
The narrowest margin of the
last decade
The cleverest questionnaire
Our latest model takes the
least ink of all.
Peter raised the most
questions of the group.
137
Adjectives with two syllables, which do not belong to one of the foregoing categories, are
dealt with as follows:
a) If the stress is on the first syllable, use more…. than / the most….
Peter is more handsome than his brother Paul. However, John is the most handsome
of all.
b) If the stress is on the second syllable, use: …er than… / the …st
The office is in a remoter place today because he needs to concentrate on his new
invention.
Complete the sentences using the adjectives in the correct form.
1. These days, petrol prices are very high. They are far (high) ______________________
higher
than they were last year.
2. Apple has reported (excellent) ______________________
the most excelent figures in the company’s
history.
3. I have applied again for a job at BMW. This time I hope to be (successful)
______________________
more successfull than last time.
4. Business ethics has become one of the (delicate) ______________________
most delicate areas in
the business world today.
5. File sharing seems to be (common) ______________________
more common than it used to be in
the past.
6. This new software has been made even (simple) ______________________
simpler so that
new users can understand it easily.
7. The media coverage of the CEBIT was (good) ______________________
better than before.
8. P&T/Expo COMM China is a (large) ______________________
the largest trade fair in Asia.
9. The cost of our stand at the CEBIT was (expensive) ______________________
more expensive than at
the Barcelona fair.
10. It is not worthwhile investing money into (cheap) ______________________
cheapest stands.
11. The location of our stand is (important) __________________________
more important than its size.
12. This time, we cannot rent as (much/many) ______________________
much space as we did
in the past.

138
C
Adverbs of degree
Choose a suitable word from the box to fill the spaces.
Increasingly easily extremely unfortunately hugely deeply suitably awfully

If there is one certainty in life, it is that things change. And in the modern world, things are
changing __________________________
awfully fast. This is especially true in the workplace, where
there is no longer the concept of a job for life. People are __________________________
increasingly
likely to work for many different companies throughout their careers. It is
___________________
extremely common – and __________________________
deeply disturbing – for
companies to say, “Why should we train staff for them to leave for better jobs?” This is an
__________________________
unfortunately old-fashioned concept because staff will move regardless of
whether they receive training or not.
So how can individuals be __________________________
suitably prepared to meet the challenges
of change? This is not a question that can be __________________________
easily answered, but
we at TMP consultants believe we have developed some __________________________
hugely D
successful recipes that will help you to get the best out of your employees while they stay
with you.

D
Quantifiers
Fill the spaces with one word from the box.
more little fewer many much most little much a lot little
1. The MWC management fears that there will be _________________ exhibitors at the
fair than in the past.
2. The company’s R&D department gives only _________________ information about
their latest innovative product.
3. Although they solicited so _________________ professional advice from a lawyer,
they lost the case.
4. “No wonder their product failed. They had done only _________________ research
into consumer behaviour.”
5. Had they invested _________________ dollars into marketing, the product would
have been a success.
6. _________________ of our yearly production is exported to EU member countries.
139
 7. _________________ of products do not meet consumer demand.
8. The market challenger hoped to supply as _________________ customers as
possible.
9. At the beginning of the course, she spoke only _________________ Chinese.
10. This project requires _________________ research into consumer behaviour, as the
market is completely new to us.

E
Pronouns
Fill the spaces with a pronoun from the box.
that this that this those this these this
1. I am very sorry, but _________________ information about the current staff
problems is rather useless. There are more urgent matters to tackle.
2. Here are the current sales figures. _________________ on the other slides seem to
be taken from last year.
3. He applied for a job with BMW, but _________________ was the worst interview of
all.
4. The CEO is confident that _________________ new product will meet the needs of
the consumer 100%, as they have put all their efforts in to its marketing.
5. “Can you remember _________________ presentation made by Steve Jobs at the
iPhone’s product launch?”
6. _________________ data is completely inappropriate to support the theory.
7. “I am afraid _________________ advice came a little late. They completely
overestimated their performance.”
8. “_________________ pieces of information are strictly confidential. Please keep
them top secret.”

140
IRREGULAR VERBS
be was /were been
beat beat beat
become became become
begin began begun
bet bet bet
bite bit bitten
blow blew blown
break broke broken
bring brought brought
build built built
burst burst burst
buy bought bought
catch caught caught
choose chose chosen
come came come
cost cost cost
cut cut cut
deal dealt dealt
do did done
draw drew drawn
drink drank drunk
drive drove driven
eat ate eaten
fall fell fallen
feed fed fed
feel felt felt
fight fought fought
find found found
fly flew flown
forbid forbade forbidden
forget forgot forgotten
freeze froze frozen
get got got
141
give gave given
go went gone
grow grew grown
have had had
hear heard heard
hide hid hidden
hit hit hit
hold held held
hurt hurt hurt
keep kept kept
know knew known
lay laid laid
lead led led
leave left left
lend lent lent
let let let
lie lay lain
light lit lit
lose lost lost
make made made
mean meant meant
meet met met
pay paid paid
put put put
read read read
ride rode ridden
ring rang rung
rise rose risen
run ran run
say said said
see saw seen
seek sought sought
sell sold sold
send sent sent
shake shook shaken

142
shoot shot shot
show showed shown
shrink shrank shrunk
shut shut shut
sing sang sung
sit sat sat
sleep slept slept
slide slid slid
speak spoke spoken
spend spent spent
spit spat spat
split split split
spread spread spread
stand stood stood
steal stole stolen
stick stuck stuck
strike struck struck
swear swore sworn
sweep swept swept
swing swung swung
take took taken
teach taught taught
tear tore torn
tell told told
think thought thought
throw threw thrown
wake woke woken
wear wore worn
win won won
write wrote written

143
 Six Tenses Overview
NAME FORM USE KEYWORDS EXAMPLES
Present simple he/she/it adds ‘s’ to the verb 1. routines, habits, facts always, often, never, 1. I come from London.
sometimes, .... I work for Company X.
I smoke 20 a day.
2. timetables/schedules (future) at 10:00 a.m. 2. The train leaves at 1 pm.

Present to be + verb + -ing 1. actions happening now/ around now, currently 1. I am reading a good book.
continuous now at the moment Taxes are getting higher.

2. planned actions (future) on Monday, next week 2. I am meeting a client on Friday.

Present perfect have/has + 3rd form of verb 1. unfinished actions for, since, so far 1. He has worked here for 5 years /
in / over / during the past since 2009.
years Prices have increased by 5% over
the past five years.
2. experiences ever, never 2. I have never been to China.
3. recently finished past just, already, yet 3. I have just finished the report.
Past simple regular: verb + -ed 1. finished actions yesterday, last week 1. I went to Paris 2 years ago.
irregular: 2nd form of verb in 1999, 2 years ago I moved to Germany in 1997.
I saw a good film yesterday.
Going to to be + going to + verb 1. 100% sure (evidence) 1. It is going to rain
(You see black clouds)
2. plans, intentions 2. I am going to join a gym

Will will + verb 1. not 100% sure (predictions) 1. Do you think it will rain?
2. spontaneous decisions 2. (on phone) The other line’s
ringing. I will call you back.

144
Answer Key
Unit 1: Answer Key
A
1 draw up
2 transport
3 maintain
4 issue
5 carry out
6 train

B
1. Do you know Mark?
2. Mark comes from …
3. is staying there
4. Is your brother working
5. What do you do?
6. normally I deal with
7. he is looking at how we
8. I am just preparing
9. I don’t believe it

C
2 takes
3 do / target
4 is not (isn’t) working
5 Are / investing
6 works
7 are (‘re) taking
8 is not (isn’t) selling
9 are (‘re) targeting
10 doesn’t (does not) invest

D
3 √
4 they
5 been
6 if
7 so
8 and
9 √
10 the
Unit 2: Answer Key
A
1 brand
2 market
3 product
4 brand
5 product
6 market

B
3 that
4 and
5 √
6 up
7 of
8 √
9 √
10 and
11 an
12 √
13 our

C
1c 2c 3a 4b 5c 6c 7a 8a

D
1 will have
2 is going to buy
3 am going to meet
4 starts
5 are going to launch
6 does the train arrive
7 I will send
8 are going to open

E
1. normally leaves
2. Are you flying
3. I will call
4. are meeting at

146
Unit 3: Answer Key
A
2d 3b 4a 5c

B
2 however
3 despite
4 so
5 because
6 Despite
7 so
8 Although
9 However
10 although

Unit 4: Answer Key

A
Across Down
3 revenue 2 equity
5 investment 4 dividend
8 recession 6 stock
11 forecast 7 profit
9 share
10 debt
B
2 rise / fall
3 increase / decrease
4 rocket / plummet
5 double / halve

C
2 to 8 a
3 √ 9 well
4 the 10 not
5 and 11 √
6 √
7 kind

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D
The options which should be crossed out are:
2 over the last few years.
3 in 2002.
4 yet
5 last year?
6 for the past three years.

Unit 6: Answer Key

A
Across Down
2 dumping 1 subsidise
4 borders 2 deregulation
7 quotas 3 free trade
8 tariffs 5 customs
9 controls 6 import

B
Rewrite these sentences using an appropriate modal form to replace the words in italics.
2. I mustn’t forget to fill in the import forms.
3. If you are invited for dinner, you should buy your hosts some flowers.
4. In many countries, you mustn’t point your finger at people.
5. You have to drive with your seat belt on.
6. I know most of my colleagues quite well, so I don’t have to address them by their
surname.
7. All visitors have to wear their name badges at all times.
8. In Canada, you mustn’t smoke in most public places.

C
2 a
3 √
4 and
5 √
6 more
7 have
8 for
9 very
10 to

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Unit 7: Answer Key
A
2 encouraging
3 realistic
4 diffident
5 approachable
6 radical

B
1 idealistic
2 ruthless
3 critical
4 distant
5 conservative
6 casual
7 assertive
8 cautious

C
2 worst / worse
3 no / not
4 their’s / their
5 individually / individual
6 for / of
7 a / the
8 for / to
9 which / who
10 finding / find

D
2 A new range of jewellery is being developed.
3 The earrings will be made by Rashid Singh Enterprises
4 This range of products should be discontinued immediately.
5 The new drugs are going to be tested by scientists.
6 The number of subsidiaries has been reduced dramatically.
7 The marketers’ ideas were regularly reviewed by the CEO.
8 Some modifications could be made.

149
Unit 8: Answer Key
A
3 √
4 and
5 it
6 that
7 √
8 in
9 our
10 they
11 about

Unit 9: Answer Key

A
2 update 8 reorganise
3 decentralise 9 redevelop
4 restructured 10 retrain
5 relocate 11 upgrade
6 reassess 12 deregulate
7 relaunch

B
2 wouldn’t
3 will
4 won’t
5 will
6 wouldn’t
7 won’t
8 would

Unit 10: Answer Key

A
2 testing
3 fixing
4 pollution
5 discrimination
6 espionage
7 laundering
8 counterfeit
9 fraud
10 trading

150
Unit 11: Answer Key
A
2 a headhunter
3 a probationary period
4 applicant
5 shortlist
6 a covering letter
7 a vacancy
8 a reference
9 permanent
10 interview

B
2c 3f 4a 5b 6e

C
1 to advertise
2 advertising
3 to advertise
4 to advertise
5 advertising

D
1 … suggested hiring…
4 … I must remember to call…

E
2 for / on
3 than / then
4 there / their
5 devastatingly / devastating
6 sometime / sometimes
7 closed / close
8 effect / effects
9 luckiest / luckier

Unit 12: Answer Key

A
2h 3g 4b 5f 6d 7c 8e

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Grammar Support: Answer Key
A
1. a slight increase
2. sales increased dramatically
3. Sales have increased steadily
4. There was a steady increase

1. increasingly better results

2. must work hard
3. do not drive fast
4. particularly interested

B
1. far higher than
2. the most excellent figures in
3. more successful than
4. of the most delicate areas
5. to be more common than
6. even simpler so that
7. was better than before
8. the largest trade fair
9. was more expensive than
10. into the cheapest of stands
11. is more important than
12. as much space as

C
1. awfully fast
2. increasingly likely
3. extremely common
4. deeply disturbing
5. unfortunately outmoded
6. suitably prepared
7. easily answered
8. hugely successful

D
1. fewer
2. little
3. much

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4. little
5. more
6. much
7. many
8. many
9. little
10. a lot of

E
1. this information about
2. Those on the other slides
3. but that was the worst interview
4. that this new product will meet
5. that presentation by Steve Jobs
6. This data is
7. I am afraid this advice came
8. These pieces of information are…

153