Business Partner B1+ Extra activities

UNIT 2 Brands
Lesson 2.1 The life of luxury

VIDEO A 2.1.1 Watch the first part of the video again (0:00–2:54). Write the missing
verbs in the sentences.
1 Over recent decades, the luxury industry has _ _ _ _ strong growth.
2 Its designs have been _ _ _ _ by many famous customers.
3 Its first move beyond the world of jewellery and accessories _ _ _ into fragrances.
4 After fragrances, the company _ _ _ _ _ _ _ look further afield.
5 At the end of the 90s the company _ _ _ jewellery, watches, accessories and fragrances.
6 This idea of doing a very small collection of ultra-luxury hotels _ _ _ _ _ _ _ _ _ .
7 The company _ _ _ _ _ _ _ _ _ be very cautious in its move into hotels.
8 It rejected many locations until, by chance, one _ _ _ _ _ _ in Milan.
9 We _ _ _ _ _ _ _ _ redesigning it, completely changing its image.
10 The firm _ _ _ _ tight control of every aspect of the project.

Vocabulary B Which word is not possible in these collocations related to the Bulgari video
and the luxury industry?
1 tight / careful / fast control
2 core / longest / main business
3 placement / company / new logo
4 tight / fast / strong growth
5 cautious / careful / devalued approach
6 brand / image / customer loyalty
7 ultra-luxury / luxury / vital hotel
8 devalued / business / luxury brand
9 long / thin / bad history
10 brand / consumer / engagement awareness
11 interactive / approach / digital marketing
12 long / short / further future
13 steady / stretching / slow process
14 logo / customer / consumer engagement
15 long / broad / aspirational client base

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UNIT 2 Brands
Lesson 2.2 Asian brands go west

Reading A Match the definitions to the words from the article.

expand iconic jeweller label millennials retail store wealthy

1 the sale of goods in shops to customers, for their own use and not for selling to anyone else
2 people born between the years of 1980 and 1995, also known as Generation Y, or the
internet generation (iGen)
3 a fashionable company or brand
4 having a lot of money, possessions, etc.; rich
5 open new shops or factories, etc.
6 a place where goods are sold to the public; shop
7 someone who buys, sells, makes, or repairs jewellery
8 when a brand is easily recognised by many people because it’s famous

Grammar B Complete the blog post using words and phrases from Exercises 5 and 7. There
may be more than one possible answer.

Brand management is very important, reports Global Reputation,

a London-based consultancy group.
1
, 72 percent of consumers say that they prefer big brands.
In 2 , they say they are happy to pay more for them. And,
astonishingly, 80 percent of employees will work for less money for a company
with a good reputation. As you can see, it pays to manage your company’s brand.
3
how can we manage it? Experts say there are many ways to
deliver your brand message, although here I’d like to give you a couple of tips.
4
, you can exhibit at trade shows. You might use online media,
5
a website or blog. 6 traditional print media, there
is social media, such as Twitter 7 Facebook. 8 , let’s
not forget there are 9 individual professionals 10
agencies who can help you manage your brand.

C Decide which is the best option in each sentence.

1 The global luxury industry previously moved only in one direction. ,
Chinese customers now go on shopping trips in the West.
a Although b However c While
2 Examples of luxury goods that are popular in Asia include handbags,
scarves and jewellery.
a in addition b also c as well as
3 France is famous for its luxury brands, , Chanel, Louis Vuitton and Hermès,
etc.
a for example b as well as c to start with
4 Hermès was a horse harness business in Paris, started in 1837, but is now
a maker of luxury goods.
a earlier b recently c previously
5 Popular destinations for wealthy Chinese millennials include, , France and
Malaysia.
a for instance b as well as c also
6 it comes to other destinations, London, New York, Japan and South Korea
are also all popular with Chinese shoppers.
a While b When c In addition

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UNIT 2 Brands
Lesson 2.3 Communication skills: Supporting teamwork

Functional A Read the difficult situations with colleagues and managers. Put the reply in the
language correct order to give the speaker some advice.
1 She always interrupts me at meetings.
I think you / should / tell her / it’s unacceptable.
2 My colleague is very negative. He complains all the time.
don’t / Why / him / to stop it? / you tell
3 One woman in the office talks really loudly on the phone. I can’t concentrate.
the noise? / using headphones / Have you / to block out / tried
4 My manager treats me like an idiot. I want to scream.
to just do / for you / would be good / some relaxation classes. / Maybe it
5 I don’t trust him. He’s a terrible gossip.
to him. / I think / not to listen / it’s important / for you
6 My boss sends me emails even when I’m on holiday.
until you’re back at work. / to ignore them / Don’t / be afraid
7 I don’t have enough time to do everything.
your boss / You need / for help. / to ask

B Do you agree with the advice in Exercise A? What would you say?

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UNIT 2 Brands
Lesson 2.4 Business skills: Making a presentation

Functional A Match 1–8 with a–h to make signposting sentences.

language 1 Good morning a into three parts, with finance as part three.
2 Thanks very much b with a quick review of the project status.
3 I’m c everyone, and good to see you here.
4 Today I want to d about ten minutes per section.
5 I’ve divided the presentation e Jan Sanders and I work in Finance.
6 I’ll need f any questions, just interrupt me.
7 If you have g update you on the Xeros project.
8 OK, let me begin h for coming.

B In pairs, practise making different introductions to presentations. Use your own

ideas or the ideas below.

Intro 1 Intro 2 Intro 3

Name Bob Jones Paula Moretti Nadja Svensson
Job title Head of HR IT Sales Manager
Objective Update on HR project Introduce new software Show new product
Time of talk 20 minutes 30 minutes One hour
Questions Please interrupt Wait to end Anytime
Link to begin Begin with finance Begin with costs Begin with old product

Listening C 2.01 2.02 Work in pairs and choose an alternative opening technique
from the box below. Use this technique to create a different one-minute
opening for one of the presentations you listened to (see the audioscript on
page 146).

Ask a question or questions at the beginning to engage

Use a motivating story
Report a conversation to confirm that the presentation objectives are those of audience

D Practise the one-minute alternative technique with your partner. Then work
with another pair and take turns to listen to each other’s openings. Decide who
created the best alternative opening.

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UNIT 2 Brands
Lesson 2.5 Writing: Formal and semi-formal emails

Functional A Complete the formal (F) and semi-formal (SF) sentences using the words and
language phrases in the box. Some are not used.

afraid am looking am writing great looking thank thanks sorry

unfortunately would be would like

1 Many for your invitation to the art exhibition next week. (SF)
2 you so much for agreeing to meet me next week. (F)
3 I delighted to visit your factory sometime. (F)
4 It would be if you could come and see us sometime. (SF)
5 forward to discussing the project in more detail. (SF)
6 , I have made other arrangements that day. (F)
7 I can’t see you next week. (SF)
8 On behalf of the company I to invite you to an open day. (F)
9 I forward to seeing your new designs. (F)

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