Business Vocabulary Builder

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BusinessVocabularyBuilder




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2013 2012 2411 2A1A 20491 0 9 8 7 6 5 4 3 2 1




BusinessPaurmmerso"OGabU Ia ryBuilderIntermediateo Upper-intermediThewords& phrases ou need o succeed

AMACMILLAN




ContentsB U S t N E S S O P t C S

The business wo.ld

1 The econo y

2 Th€ business cycle3 lnternational tlade

4 Setting up and g.owing a businest

5 Company tt|pes and corporate gov€rnance

6 Global issues or the 21st <entury

7 Management styles and qualiti€s

8 Organizing ime and work

9 Planning and setting obi€ctives10 Leading and motivating

11 Insurance and risk management

Produdtion and op€rationt

12 Manufaduring end engineering

13 Inside a factory

14 Procurement and purchasing

l5 Supply chain manag€ment and logistics

16 Leanproduction

17 Quality

Sales and marketing

18 Sales

19 Cuttomer sedice

20 Markeb.nd marketing

21 Product

22 Distribution(pla.e)

23 Promotion

24 Price

25 Ma.keting management

Coftpany tinance

26 lncome statement

27 Balanc€ sh€et

28 Cash flow statem€nt

29 Managing <ash low

30 Profitability

6

81 0

1 2

1 4

20

2224

28

30

32

34

38

40

48

50

52

54

58

60

62

64

Financial markets

31 Financial markets

32 Investing in stocks

33 Re.ruitment

34 Pay and b€nefits

35 lisues in the workplacc

CFFECIIVE COM MI ' , \ I ICATION

36 Yoqr ba<kground and carcel

37 Your aompany

38 Youriob

Tel€phoning

39 Telephoning making end taking calls

40 Telephonlng messages

41 Telephoning checklng, larifying, activelisiening

42 Telephoning arranging a me€ting

43 Telephoning <omplaints

z|4 telephoning - .€vi€w

Emails

45 Emails basica

46 Emails inlernal .ommunkilion

47 Emails aomrneftial

48 Erneils custom€r $u€s 1

49 E nails - arranging a Yiit l

50 E n.ils - rcview 1

66

68

7A

72

74

76

78

80

a2a4

86

88

90

92

94

96

98

00

02

04

51 Presentations - oFn-E

52 Presentations - nEin boql

53 Presentationi - da*EIF bt

54 PresentatiorE - trcr*r I

55 Prese8tatioG - t * I

56 Pr€sentatior6 - rrfu

1 0 6

1 0 8

I 1 0

1 1 2

1 1 4



Meeting5

57 Meetings - opinions

58 Meetings- making drings d€a.

59 Meetings - problem-solving60 Meetings-leading a meeting

61 Meetings - negotlating I

62 Meetings - negotiating ll

63 M€eting3 - diplofiatic l.ng$ege

64 Meetlngt - rcview

Businers cpons and prcposals

65 Buslne$ rcport3 .nd propo3ali - rcpotts I

66 Suaine3r rcports and proposab - reports ll67 Bu3ine.3 lrports and prcpoad3 - prDposals I

68 Buainear |lport3 and prcpo3.b - prcpo.al5 ll

69 Bualn$a Fporta and propoa.b -

linkirg wordr

70 Burlnaar raporta and propoaab - rlvl€w

SPEAKII{G RACTICE

Dbcuislon toplaa

WRITING PNACIICE

$kiting tasks

LISTEIIIII IGRACTICE

Interviewr wlth bBlnest peopler ererrii€5

1 Interviewwith a privateequity nvettor

2 Interyiew ith an entrepreneur

3 Interviewwith managementainee

4 lnterviewwith supply hain manager5 nterviewwith sales anager

6 Interuiewwith ma*eting irector

7 Intervlew ith a finance irector

8 Interview ith a human esources irector

1 1 8

120

122't24

126

124

1 3 0

'134

136138

140

142

'lM

146

t 5 l

153

153154

154

154

1 5 5

LISTEiI I G SCRIPTs

Listen and i€peat exercisesIntewiews with busiress peopl€

ANSWER KEY

1 5 6

151

164




The economy

Whai drives he a orld economy? he simplest ans{pr toilrjs questjor s'cons mer spending'. And what drnesconsumer pendnlg? Sohe cohbination of the faciors beldris generally considered o p(\,ide a reasonable n${cr

GDP growth for different countriesGross domestic rcdu.t (CDP) measures he sizc ol a.ountry's economy t reFresents he otallaluc ofall goodsind se^,ices roduced oler a specific ime period. Cro$ th inGDP s one ofthe primarr- ndicato.s used o gautc(= neasure) he he 1th of a couniry s e.onom\: Usunll), GDPis expressed s n comparison o the prelious quartcr or \,ear

Government rade policyThc hro polcs of govc.rucnt policl'arc liberalization nd

'Lib€ralization'is associ.lcd wiih frcc markets, openbor.lers, dcr.Bulation and ihc frcc morc,nent of capiinlaround the world.'Protcctionisnr' is associatcd 'ith golcrntrentinlcNcnlion, sulrsidics, uoias and t iffs, and resiriciionso lhc movcmcni ic ipi ia l .

Nation.l govci,nnents do hi c som0 gcnrin. choic.s herr,cv.n if ihoy .ft'consh.nlcrl by thc p.licy of th.ir rc8ionaltridiig bkJc og he EU, NA1TA, ASE,\N). n ih. cod hostcountries hNc . mixc.l ccdnotuy which is onre('hercbriwccn ihc two crh'omos.(l.n...lly

sp..knrg, froo n.rkots pronartc growih ii thcwodd d.onon\', and ptutcct.d markcis dos doer thcpr1,c.ss .lihough thcy nray ha . a b.neficiale ffect onp.r t ic l lar nduslr ios ' rs idc couDlrv) .

consumer confidencelf.onsumcrs are confideni aboui tomorrow, hey will spendmore The main factors affechng onsumer onfidence rcthe erel of memplovment ifpeople's obs a.e at risk, or

the\.don t have a ob, they sill spend ess ind house picesif people's houses re worth more than hev paid for ihcm,

the\.feel.ich and rvjllspend nrore rcely.

lnterest ratesInierest ates re setbv CeniralBanks When int€resi atesare o$r.onsumers and b sinesses .n boirow mon.ycheaply and ihere s a sfimuhs to the economy. ut thccheap edit also causes nflation an.t too much Liquidjiy nthe system. This iqli.lity leads o bubbles n siock markets,housing ma.kets, eic. When he CeniralBank sccs he needb control nflafion dnd cool groivth a liiile, ii .aiscs ntcrest

Exchange atesCur€ncies fllciLutc against cich othcr thc c rc itg.inst th .dol lar he ten .gainst hc yuan. This s duc k) many complcxfactoE such as he undc.lying st..ngth of thc economy,inicrcst atc diffcrcntinls and spcculitnr. Ha ing a sirongcurcncv makcs mpo.t s chcip f(r dotucstic onsrmcrs. ruthuris cxpo.te.s rvhosc Prcducit bccotuc hotu orpdlsivc

The business cycleEconomics o through cycl.s ofg(trt,th.nd coniri.ti()n(= sldvdor n). This s co\ dc.t in unii 2.

externallrnancinq

CulturalCross-cult ral

rmmrgraton;

Ecological

Global

cna eng€sn€eding

Eflects of globalization

Coser

Arguments in favour of globalizationGenera rosperity:ower rices, oreemployment.hiqher tandard f living.lncreased pportunjty nd soclal/ elsonal obility.

lmprovementsor poorcountrles:ifeexpectan{y,ntantmortalty, lteraq, adicipationfwonren n society.

Rapid low of

across he qlobe

Arg u i ents ag a n t g oba zati onlnequalityf w€althwithinnations not rnuch'trickedown effect' (when inanclalbenefits rc p.ssed downfrombigbusinesso consumeB ndordinary eople)Human osts: njustice ue o increased ower f localelites, rosion f traditional ultures.Environmentalarnaqe.



1 THE ECONOMY

Exercises

1.1 Find a word i n th€ text opposite thal matches €achdefinition below' The words appear in orcler.

1 makes omethinq work; p.ovides he power or someth ng

2 removinghe u€s and aws hat contro busin€ts ctivy

3 moneythatthe ov€rnrnentdys o supporl ndunres r' p d L , F r p r o . . op o d u . r

4 offical rnits on he amount l someth g

5 " . p . o . g o o d . - 9 . n l o d . o - n t a /6 limited, €strded- r e d r o L o l n o n e y n c i c - l c t o .8 periods f t me wh-"n eople ay morc han he real aue

o . o 1 e l ' n q . . 5 o ' a r r - a o L d9 wth dn mportant fiect, ut one hat ln t easy o notce

10 (forma, he degree i difference etween h ngs

Now do the same or the words n 'Efiectrofglobalization' pposite.11 wh€n peop h.ve .oney and everylh g hey need or a

good f€12 the ab ty o read nd wlte

1.2 [4akephrases y matchjng n item rom each column.I consumer\ movement Jcapital2 fre€

\and convacton

3 growih \ borders4 Ie ...- rpendinq5 open oi livnq5 standard expectancy

1.4 Read he articleabout he US economy, hen answ€rthe questions elow. Check ny unknown words n adictionary

it aiulacturng n the US slowed more han orecastlUl ln Oclober as factor s receved ewer orderc afdproducuon oniracted, n induslry eport showed oday.Manufaclurings n he verge of stallng as he deepen ghousing lLimpeakens emand orconstructionqurpmenl,furnilure nd appliances Bul on a more posiUve ole theweaker ollar s boosting xports nd he p ng compan sthatdo mlch of the busin

These lgures make t ciear why the Fed clt nterestrates by a quarter oint ast week. n their statement, edporcy md.€rs sard rl-dl rl-e ouloo o ho p, or o n) (

unce ain,evenafter o d growlhast qua.ler. heyaddedlhal upside isks o lnialion oughly alance he downsrderisks o grcwlh.

Finda word in the text that means:1 (ftvewotds) cat1y lopping n its progress

2 perod hen ometh g s much ss uccessiulthan eiore

: hepi .gsorel ' nq o n. 'pd"4 (short am)Cefita Bank l the UsA5 approximately

see page 46lorsome iscu55ionopi.s.

' fAi ;;t tr d? ;t lir tht ,nan|

8 goods9 rnt€ren

l0 cheap1 socia12 Lrnderlyg

srengrn

oamaqe

1.3 Use phrases rom 1.2 o complete he sentencegbelow. The phrases re not in order.1 The economy qrcw { q]]:njlql l|ert'rfg rsnsrnq2 conslmers nd bus esseg an akeon oo much ebt f

re e 5 easJ ccess o3 Econom qrowth rngs materia omforts, ul also rgher

prces or he basc necessties f ife n oiher words, ourqoes P, bui so doesYolr

costot vinq4 Econom sqo hrolgh cycl,"s f

5 The nrain ool avail.ble o a centra Bank s ts ability o s€t

O\e ' -he o,rg p r e , . rdnqA drF. ppp' or l r€or rne economy.

The business orld 7



History shows thal there is a business cyde that repeats again and agai4 although of .oue tlle detaiis varyeach time. Look at the diagram below. The outer circle is the €ycle of e€onomic expmion md conbaction.The next circle icide shows some s€€tors of fte economy that tend to do wel at particular tims duing this cyde.The cnde inside that shows inter€st rates and infiation. Finalv, the imer cinl€ shows the sidk market cvcle.

GrotvthLet's go roud the diagram, starting at twelve otlock. Thispoint marks he end of w€akness n the €conomy and theearly siSns of growth. Wlat has caused hese gr€€nshoots?The clue s interest ater which bottomed out aroundeleven o'€lock. j)w interest ates mean cheap borrowhg forindividuals md compani$. Amongst he quickest s€ctors oresPond m consmer discr€tionary eg restaurants, eisure,travel) hd technology.On€e here are €arly siSns of growth, tnnsportation picks up(more goods are being shipped), and ndu€try spends morcon capital goods eg mchinery). During this pedod, nfiationstarts o rise, and so bonds suffei Bonds pay a 6xed rate ofinteresi o their bondholde$, and he value of this intelest seroded over time as nflation go€s up-

The peak of the GycleA1l good things mEt come io m end. rs six o'dock on

the diagram- By now inflation hd bmme a prcblm, mdCmrral Banls have nis€d inteBt rates to deal with it. Thatmeans that credii is tighL md bonowing is expsrsive. The

stock market rccognizes that tl|€ 6d is omin& ard pertsjust before the final p€ak in the e(al,dr_r. Inr€sto.s rswswitch to more d€fensive stocls lik€ drglffi.riples (egfood, household products) and utiliti.<

Corltra(tionNow ils seven o'dock arld w€'rr {tkd d. Fin ofconhaction. Stock Mkets are A|L? Ltcrd 8-Lsse€ he danger md e low€rit iH rG b -'m8espending md avoid a r€.tsin- Bd q'd Frtudyto the drop in rat6, md th.{.as'hlh. f;l. tosafety' etr(t 6 inv€srors rFirD-.b -&-

The bottom of the q*Evmtuall, firffiials stdt b .--fq rtqte norebonowin& and ttF th. d_'-G a bottomabout six to niE r..dE i J-{-.F ir d€ realeconomy.

Justlike 4 dE qrJ|tqt,tE|ct s€€ms

ro knowthara hmirahl__,_y Now theeonomy is $ni4g b - i----l rd fte whole



2 THEAUSINESS YCLE

Exercises

2.1 Put he words n italics n order 1-4.a The economy, art ng at twe v€ o clorkon h€

diagram, hows ..contraction I a downturn

) expansion an upturnb The nock market, taaring t eleven 'cock on hed r a g r d m , . .

battoms perksturns awn

2.2 Match each sector I th€ economy -'10 with an

2.4 Compl€te the text about dealing with th€ businesscycle with the phrases n the box.

govetnnent debt labaur natket ne\,r' onawingpoh.y n,akeljj side-effects tax cuts

indurtry group a-i.1 Basic naterid

3 Cornmerc l serurc€s4 Consurner scretonary5

Consurner tdp s

6 Enerqy

8 Technology

10Ut

(res

What.an central anke6 nd government' do? can hey preventa contracton rom urn ng nlo a rccesson? hat oolsareava abe o them? he ollowing hreeare he most

Interert ate adjustmentsThe vonqest nd astest oo n a weakening conomys the cenval Banks' br y o cut rnteresl atesFor ompan s and nd vidu.s withexist q bank

oans, epayments re ed ced, or others,' oecomes ssexpen5veMostCentra Banks rop ates y qlrarteFporntsor,at cruoa mes, alf-po ts Lowerinq ales t takes woor three larlers o benefit n economy, nd t does lso

a holes, estauranis

c emp ymenl gences , udtnqd rnachinery,qLiprnent€ householdoods,ood eta i lnqf banking,nsurance9 software, ommun atons qu pr.enth oilprodlction, as rodu(toni electrcty, a ierj air nes, og sllcs

2.3 Underlin€ he corr€ct words n italics. Check nyunknown words n a dictionary. ome deas below arealso overedn uni t1 .1 The ons mer rscretionary ector i the economy larts o

recover hen nterest ares rch/gh iow, and ust belorethe genera conomy icks p tuns down

2 Inve9torsavoLrrhe consumer tapes ector l lhebeginning end al lle grcwth ycle,un as he markeis repickingup / tuntng downlf a qovernment r cornpany anls o borrow roney,tcan ts€ a band an obllgatron nvestors e.eive a F/iedvatiable aleol nlerest ver f xedperiod f time.and hen

get heir r g nal nvenment ack t heendA rise n nterest ates nakes orrcw g.heaperl moreexpensive.Ihi\ aols stlnulater he economy.Centra Banksower nterest ates f ihey h nk he economys ikey o gtow contrcct, ndwil aciaqgrcssvey lheythink here s a danqer f a baom rccessianStockmarkets end to arfic,bate mave n line with / reactro cnangesn ne eaLeconomynterest ates end o bottom ut before after both henock markets nd he real conomyA risng market s called bearlbul/ market. eope hoth nk hai d paarcular ark€t qoing o rise n the utlrearc described r being ulrsh bull/ke on hat market

The egatrveonsequenc$re(urren.y. nd hatanyqrowth

Economic timulus

that t weakens ndtion'si t causes ay be nflatonary

Eventua thai

A naiional overnment an choose o spend mon€/usud money t mun borrow on all soris J prcjects

order o nimulate he economy h spuis

money acknto

peop 'spockets o hat hey an bly goods nd servces oboost he eco.on/ o

areanother ay oi ach v ng he sarne ffect. fheproblemarises hen hese .eaguresead o hiqh eves of

debtwillhave o be repard

Regulatory eformsA counlry an mplement eforrnso the aw n ofder ostimulate roMh.These ncludemeanrreso enhancecompetition.o liberali?ehe

siad a new bu5 ess, tc.

See page 146 or some discussion opics.



lnternational trade

De.iding to exportt\try export? The two mosi important reasotr are likely to be:1 To increase sales and revenue. Expoiting i{il allow you

In , lp "dunliBeof"nl uJeFu.pd cdpd' h. n , rea+

production, educe mit cosis lrough economies f.caleand increase profits if thin8s go well.

,r To diversify. Relying on jrst yotrr own domeshc market isriskla Selllng o other countries allows you to splca d the

Bui befoie deciding o export here s a lot of 6earch t o bedone on the foreign market:/, Backglound: conomi. siiuation, poltical stabiliry

a Markei size and likely product demand.'f Competiiionr similar products already n the market.,, Disiribution channels: gents who act on your behau and

receive commission/ ut don'i buy goods on thei r ownaccount), r distribuiors (who actually pulchasc toodsfrom you for resale,like a wholesaler).

,, Promoiional material: ales and support matcrial neededin the oc.l lanSuage.

1,, customcrservice: Procedures orenquiries,comPlaints,w.rrrarlty claims, ervicing, tc.

,, Lcgal cquircments: echnical, afety and cnvironmental

The first step in €xporting is likely io inlolve an iniermediary(eg ffal agent, distributor). They will have ocal knowledgeand contacts n the unfamiliar market- If ihings go w€ll,the exporter may then decide io establish its own presmcein the foreiSn market such as settinB up a sales office andwareholse. This allows diiect contact with cuslom€rs, asterdel , rery nd rare conEol r rhc ncrl mi-1p, .

Two key issues or an exporter are a)the m ethod ofpaymenisee he table below and b) who pays or transportati on.

This latier ssue s covered n the contiactby specltying herelevant ncotem (Intemational Commer.ial Term) or iliatparticllar consiSnment = quantity of goods shippcd at the

Other optionsExporiing s one way to selL our goods nt o a foreign narket,

br. r herc re other pl ions.rr i l rble o Lrr8er omf._.r/j, Ioint venhtre: wo companies a foreign company ancla localpartner) work iogether brt keep heir own lcgal

r Foreign Direct nvesiment FDl):a busin€ss ets Lrpoperations n a foreign couniry, or acquires = buys).'oca' comPany.

r Licensing: company sells he right to usc a patentedmanufacturing process, rsomecommercial erperiise,or a irad€mark, n exchange or. fee or a royalty. Oneparticularcase f this is franchising.

Cash-in-advancePre-payment)The mpoder ay$ h€ nvoice nadvance, efore hipment.Whe.eih6yonlypay a part n advance, t' scalleda 'downpayment'.

L€tte. f credit UC)one bank guarantees ayment oanother ank. The rnpo er Payswhen he exporler resenls enainlisted ocumenls o theirbank.Typical ocumenls eeded re:lransponation ocumenls eg billof lading), nsurance ocumenis,

commercialocumenls eg nvoice).

DocumentaryollectionA cheaper aiation of an L/C. Thelwo banks make no guarantees,but simply andle he exchange i

oderaccouniThe supplief hips he goods, ndthe mporter ays aler, ccordingto he erms f lhe contraci. his smore sky, and s onlyused flhelmponer as establisfred qoodcredlthislory.

Consignment urc..has€The mporter eceives he goodsand holds hem n stock, but onlypays or them after hey have beensold o the end users.

O



3 INTERNATIONAL RADE

Exercises

3.1 Find a word in the text opposite that matches eachdefinition below. The words appear in order

1 fthree worc&) pread g cons ov€f d ldrger number oiun s, and herefore produc ng th ngs more che:ply

3.4 complete he text about ncoterms ith the words nthe box. Notice he glossary t the bottom.

./€arrr.e customr .iacunentation freighthandling laading ptentses temlnal ttansi ttu.k

2 (three ords) nstead f you,or ds a representatve fyou

3 wrt ten romisehat company reparsomethnglf

4 b q bu d ng where arge mounts l qoods re ored

s sp€calrk or knowledge6 name r design n d product hat shows ts m.de by d

part udr compdny7 non€y pd d or profess na setu e5, r a one'tim€ mou t

8 money aid o sorn€one hose deas r invenlronsou'r€U , g

Now do he same or h€ words n'Financinginternational rade' opposite-9 document eqlest q paynrent aleo alled 'b ')

1A fthreewotds) n givn9 d€ta of goods hat a shrp. tc scarry g, so actE s a conlract o tr.nsport hose oods

What are n(oterms?lncotermt tate he responsiblties f buyer ndse er nrela tono mar e ranspodaton otjust heshrppingcosls, ut allotherassociated osts lch as nsurance,' duties, nd rcund

The buyer pays or the sea crossingA prce quotedEXWswhere he e er makes he goodsavail .ble.l helr wn , ano ne

buyer ollecls hem here. he buyer as espons illtyor alhe other ranspori osts nd sks rom hal po nt onwards.lfth€prce sFAS,lhenhese er a so covershe cost f

po( ol sh pment . nd of nload g he.onta n€6 onto he'roo ne ouyer ays or -

3.2 Make phrases by matching an it€m from each

shrp us a the ons from hat po nt .FOB alrnost he same, xcept ere he seller ays oroadrnq nto he hrp, ot he b ye.

The seller pays or the sea crossingNo{ +F good_ '" 01 _l-F. l rp i 1" p r p as be"- '"1

so hat the se er also pays he '(= goods and the ryslem of movrng hese qoodt cons,then there re f rl her hcoterrns o be used

Wrth CFR he se er pays he reght costs and handles heexpon 7 (= paperwork), Lrtdoesnot pay he nsuranc€ h le the goods are ns at sea. Wih C F he seler paysnsurance s well. 8ut in bot h cases he r respons i ty

ends at the port ol denination, wh le the goods arc st onboard. The buyer has espons ilty for unload nq iees, ocanoraqe at a e , the mpo( cen.e,duti€s and ax€s, he custom broker's ees and onwardde very o th€ buyer's wn prem ses.

In rhe final c.se, DDq t lhe seller who pays oreverything, nd who also hds o handle dny clstoms'o prob ems. The buyer has no.dditonalcosts or isks at all but of (oLrrsehe pncequoted n the contfact w I reflect his

3.3 Study he methods f payment hown n the boxopposite. Then complete he diagram by writing the fivemethods n the horizontal xis.

2 rely n3 spredd

5 estab sh a presence

7 hand ihe ex.hanqe8 pay accord q

lun your om€et m.rketon somebodys ehali

- of any nderured apac ythenikto the terms of the contra.l

lega dent iy

I Y P E SOF FINANCING

EXW ExworkstAs: kee A ongs e ship

CFRCon & F€ghtC FrCon,lns ran.e FreghtDDP Delivered uty Pa

See pag€ 146 Jor some discussion opics .

RISK

The business world



Setting up and growing a businessInitial ideaSomeone as an dea or a newbusiness a'stait up').Maybe they spoi a 8ap in the markeL or maybe theyhave an idea thai is simllar to existing offers,but wiih a

competitive edge. Pot€niial sources f finance or ihis newbusiness nclude sclf'fuding, backers uch as siends andfamily trenbers, a bant loan, and a venfure cnpital irm.A bank will want some sort of security n case he oan snotrepaid, and sometimes he person's holse is offeredas.ollateral. The fourth option, venfure capital VC), saiiractive orbusincsscs 'jth a high profit potential n themedium term, but high start'up costs. A VC company $'illoffer funds and take on the risk of thebusiness ailing, butin exchange willwant a lalge number ofshares. They aimto sell hese ater, wlren hc business oes publicWhen inancing s in placc, he business s registered s alcgil entity: sole hader pa.tnership, imited compant etc.

Early months and growth phaseNow thc business an start trading. The risk of failu.cnr thc first iwo years s very high. Oftcn thc problemisn't salcs, ui cash low: ihc cornpany has o wait for itsinvoiccs o be paid, and mcanwhile hc debts are pilingup. Thc bank will onl), extend ts inc of credit up to a

But hop€fully the business chicvcs critjcalmass ot

custom€rs, n d esiablishes tselfin the markerplace.l tentGs a gfowth phase. his early growth tends o beorganic tlrnover increases, he company employs more

"rdff .l d(vc ops.r upplJ networl . rc . Ihe mdloriry ,nrr l l .umprnrcs : t conlnue n r l -F wdv - growirBorshrinking ye.r by year depending on their managerialskills and general market condihons.

Sellihg he businessHowever, here are olhe. possibiliiies. he founder oflhebu-inc\ \ mo decide o -cl l he bu\h 's \ di d goingconcern. hey might sell o a competiior or io a company

wantnrg o expand nto that market. The buyers helenrc ookirg to Srow hJolgh a straiegy ofacquisitions/- at<over). dn lrerna e ,o lhe strdtegy ot organic

tPoAnoiher possjbility s ilut the fouders may decide ogo ptrblic (= floaillisl on ihe stock etchange). Here,they sell their onginal privately-held shares at an IPO(initial public offering). Thii brings in a huge amount ofmoney, some gojng dilectly to the owne.s as rerrard fortheir hard work, the rest going back into the business as

Cause: eing oo ambitious Solution; be realistic

Solution: Take imeto research he markettho.ouqh before ou startt rad g

Solution: prodlce ea st ccash low orecasts nd paystrct atlenton o budqets

Solution: emember hataccessibity or cusiomers

Solution:Active seek heMewS l cLrStorneTs,nd ac1on what heysay

Cauier hinking hat a goodprodlctw l l sell tself

Cause: . se economy acheap ease n the wrongneighbourhood

Cause: omp cency fl€rnitial uccess,ack f

Solution: b€ creative,constant revrewhemarketing lan

Solution: p ann nq, keeping

Soiution: ra ninq,mon onnq, omp.ny l] ure

Solution: be lex ble,recognLzeppoft ntres,

Cause: pending o r seed

Cause: ehaviour f some

Cause: ssuming hat you solution: watchirve customeroydlry .oroet Lors ose

TENREASONS HY A NEWBUSINESS ANFAII

Cause: tartjng businesswitha good dea. ome

entnusiasm ut no serous

Cause: uyingoo rnuchsrocK, usromers aytngl.te or not at a I, suppliersneed g o be paidon me

Cause: Sticking ith yourown onginal deas or toolong



Exercises4.I Finda word in the t€xt opposite hat matche5 achdefinitionbelow. The words app€ar n order.I smal advantage ..............2 people ho slrpport pan, especia by provid q money

prcperty r money hat you prom e o g ve someone you

4.3 Fill n €a<hgap with ale word from cgilhbox,

cut €stmare expang pefiornide spend take

4 SETTING P AND GROWING A 9U5INEsS

]

ch

w thout changing

4-2 Make phrase5 y matching n item rom each

12 (twowords) o.r.elhtnghat s cheap ut could ave adTesu5

13 sma area l a town14 (f,^/owads) morcy rhat s used o slart a new busrness

15 be ng aithfulto a product brand company, tc

I 6 being oo satislied nd confident, o hat youstop ryrng

lfyourconrpany oes an another terms f sales, rofiis,mdr\€l rdre . tc . l"pn oJlf youuse oo much noney, r more han youplanned, ou

li youaska c ent or too itte money Lisuallyy m n.k€),you lnera.

Finda word from th€ text that means:

7 lf youuse oLrr uthorty o relect ornebodys ecslon, ou

8 lf you hink hat omelh g ssmaler r ess mportanthant really ,you rt.

4.4 Read he text about ran.hising, hen answer he

lltould voLhhe o srarl newbLs'r€ss, erfaps rr 19Y U a smatt era' oJrler? rarch ing s an oovioLs pl 01.Howdoes t work? The parenl ompany lhe lfanchsor')ollers you (lhe lranchisoe) s trademark prcducls andbusiness methods Youpay them an initia ee o uso hename, nd hen pay a percentage t he urnover s we .

Youwlllneed o ulfillcerlain orporatedsntry landardssuch as hose elalng o urnilure r stall unlforms.ts haldwork,but the advanlages re irany: o ?e buyng a w€knowo rand and he isk s minimzed.

Flom he ranchisor's o nt of view he benells are c earTheycan eave he day{o-day iJnning i the buslness oyou,whilegeliinga share i your urnover

(farnal: uvawards)busness hat s a single nit rom alega 'o 'd . . f ing po ' ol vewdocLrmentsvingdetails f productshat sorneonehas bought, nd equening aymentor h€m

6 (phrcsal erb) ncrf.as q in a way that is difficr.rlt o manage

7 Income, evenue8 rrhr"" nord5rd srccess'ul lsirei)

a corpd €s I dl hole been boLghl by o he r co'npanip5

Now do the same or the words nnew businesr an ail'opposite.10 carefuly nd ompletely11 (infomal; h?sal erb) ontin ng o do somethinq

lfyou ell oods ta ow€r fcethan our omp ettors, ouyourcompetitors.

li youdo.'t make r much money s expected, ryo- e e5s ucc"rs 'u vo- ' ob rdr e pF( od. c-

1 lf yougrowa business oo qu cklyand dke on oo mrlsk, ou tr:lrxP;rro

1 any pLace here prcduct sold

2 wait3 grow

5 spot6 take on

7 br ng n8 enter9 extend

10 9orl grow1 2 s e

a gap n the narket

for nvoiceso be p. d

the riskof the businessailingor snnnK earDy ear

the busrnesr sa gorng oncern

a huge mount f moneya growth naseorganLca or by acquisitrons

2 money ou pay o do something or o a professiona €rsonfor heirwork)

3 do 5on'e l f qp 'on '"d: Fd'l4 levels ' quahy o' a, _ eveme_5 operating nd manag g ....

See page 146 or some discussion opic..



@ ao-o.t y types and corporate governanceCompany typesln 1aw, here are various ypes ofbusiness entiry.For eachone there are different legal adangements to register theconpmy, different requirements for presenting accomts, eic.

The main business t'?es are:Sole rader (UK) / Sole plopdetoGhi p (US)A single pelson owns and operates business- egally,the bushess has no separate xistence rom its owner(proprieto ). This means hat.ll the debts of thebrsiness areihc debts of the ownerPartnership UK and US)Two or morcpcoptc s'ork toge ther and share hc risks andprofits. Just ikc a solc proplietor the partners rc fully liiblef(' (= responsiblc or) an)' debis he business as. This s.efefed to in law as urlimited iiability'.

Cofrpany ruS and UK) / corporation (US)Thcb snless s a lcgal cniity ihat is separate rom its or'ners

thc sha.choldcrs. hc osne$ are not fully liablc or thedebts of the busincss. nstcad, hen liability (= potcntialrisk)is rcstricted b thcjr share apital. This is thc amount of cashihat they have contribuicd o ihe compan}l This,s rcfcred k)nr .w .s ' l imitcd iabi l i ty ' .

There dr€ wo manl rypes ofcompanies:' l'rivate company: hc sharcs ArnEsto.ks) arc'p.n atc

in thc sense hat thcy cannot be bought by mcmbers oithc public. Thc vast rajority ofcompanies all into thiscatcgory. hcy'rc oftcn smaller companies, ith sharcshcld by a fei{ business ssociates r family nembe.s.

'i Public.omp.ny: the sha$s are openl ' b.1ded on a publicstock exchangc. hcse arc thc arge, often wcll-knownbusinesses. hc word 'public' should not bc confDscd with'siate{wned'. A'sialc-owned cntcrprisc' SOE) s o$'nedby the government.

The BoardPublic companies re.ontrollc d by a board ot directors 'theBoard'), elecied by the shareholders. oi allBoards are ullyindependent, ui in general heir rolc s to:,| Set ong term straiegy.,r Appoint a ChiefExe.utive Officer (CEO)and other

members of the senior managemeni eam kJ un th e.ompany dair to day.

't Ask questjons bout any short- or medium-term straiegydeveloped by the CEO, and then suppori it once hey have

Oversee he preparation of the finmcial stat ements.Appointand ensurc he ndependence f the company's

t Oversee nd manage isk.,r' Set an amual dn'idend.

Who chooses he Board? In theory', t's the shareholders.At the Amual General Meeting (AmE Annual Meeting ofStocholders) he shareholders an question Board members,

vote io accept or reject the dividend, vote on replacementsfor ieiinng Boad members, etc. But, in piaciice, the situahonmay be different. In pdticular mosi shares are held by la€einstitutions, and these may simply sell their stake if they

aren t happr instead of qving to chdgc ihe Board.In reaiity many Board members arc chosen by the CEOand the shareholdeG simply approve ihes€ members.

Corporate governanceThi" whole N\uc ut lhe ol< t lhc Bodrd, -ow cnrrmanagers re responsible shareholders, nd how ihecompany s run, is refe.red b as'coryorate golemance'.Traditionally, ifferent egions of the world have haddifferent models of corporate ovemance.

s:'.,

Anglo"Am€ncn od€l:epafarion ol ow.e6hlp eshareholdet) nd convol(ie manaq€u); riority iven otheinter€s$o1sh:reho er

I tlopcai / rapai6. nodel: similar o he Afglo-Ameri6nmodel, ur a greater ecoqnn n otthe intere* oi orherelakeholdeuruch remployees, upplie6, unomeu, enden(es bankt, and he ommunity.

I Eaet rian tarin nodel: amily.owned ompanie5 ilh noi^deoendenl oad or outiide sharehold€u.

No*adays this traditional pattern is breaking down, andthe siiuation is mor. mixed. Howeeer, the followmg basicpiinciples of corporale govemance are widely acc.ptedl, Respeci for ihe righis of shareholders.I A clear definjhon of the roles and responsibilities of Board

r' Integrity and ethical bchaviourDisclosuie (= givhS tull informalion) and iransparency.

tl )

:F.$.it'

4



6 COMPANY TYPESAND CONPORATE OVERNANCE

Exercises5.1 Underline h€ (orr€rt wods in italics.1 Money hat a person r compdny wes s debt /abiltty

Th€worddebts /rabtlites, hen used n the plural nd n aformal ontext. as he samemeaninq but t can also ave

a wider mean g oi'egal

responrbiltiei.2 fhe wotd owner prcptietormeans hat you egally avesom€thing anything. he wotdowner propnetar eansthat you have bus ess and s morc o.ma .

3 f youand yourbus ess artners llhave h€ same isksat th€ same ime, hen youdrrde share he sks. l youseparate he sks ntosmaller arts r ditfercnt ategor s,then you d/v;de share hem =sp t them).

4 A sharchaldet stakehalder 5toctho/d€r s someone whoownspaftof a br.rsiness,n Bit sh EfglishA shareholdetstakehalder stockhalder the same, n Amerca. Engsh.A shareholder stakeholder sfockho/der s anyone who has

an nterest the success f a plan, yslem r oaganzaton.5 f yoLr're shareholdern a company, hen every ear ou

teceve n ncane a profit a d dend pa d out oi thecompany's ncane / prcfiE / di\/idends.

5.2 Read he definition below and ind the word in thetext. (lt appears wice.)fforma,'a generalierm or any nstitution, ompany,parinersh , governm€nt gency, r anyotherorqanrzanonwhch exists awara separate nd ompete nit .

Now do the same or th€ tcorporate governance' ection.5 th€ quality f belng onest nd hav g high moral anddds

6 doing hlngs n a waythat allows ther peop€ o know

exactly hat you're oi'rg5.5 Make word partnerships y matching ne tem fromea(h box. Then use he word partnerships o complete

delatletl legal ltnted non prcfit

liabllity aryantzation

The etteE hat olow a cornpany ame an ellyou about

a public ompany as PLC standingor Pub c LimitedCompany).

In heU5. 1.( ' {L. l i ted ,ab, ' ty onpany) nd Co'o 'a 'eapp.oximate quivalentso'Lrd'and PLC',altholgh he? governing ompanyormation sdiffefentn he wo co ntri€s.

The etteB lnc'(mean g rncorporated')arealsoused nthe JS, od hey over very broad ange f ofgan atons.They an efer o any rhar s seoaratefrom ls owners uch s a private ompany, publicc o m p a n y, . o o s P o r c l - D

5.6 Cover veMhing on these wo pages with a pie.e ofpaper. Write down he fullform oI thes€ abbreviations:CEO,AGM, PLC,LLC.

see page 146 or some discussion opics.

In he UK,a pivate company a5'Lld(because i the

dlu k 1tu6 oI r dt 6 ot lhfu;rt?"

.fter ts nameof itsowne6) nd

5.3 Fill n the miising etters,1 f you're ompetey iableor something,hen yolJ'rc y

i a b e ,2 f youle able or somethingn .w then you're e lly

liable.3 lfyou s.n ndvidua.re abe or something,hen ou e

per allyable .4 lf you maybe abe or someth g, hen you're ot |ally

llable.5 lf youkeep haresor . long me, hen youh them.6 f yo buyand se shares, hen you r them

5.4 Find a word in The Board' ection pposite hatmatches ach definitionbelow1 waich he pfoqress f sqmethingo make urc i'sdone

correcryt upervEe ......2 exierna rms hat officlayexam e he inancal ccods

of a company o see hat heyte rue and correct

3 an amount f the prof s that he company .ys o

4 money nv€stedn a bus ness

The business world



Global ssues or the 21st (entury

Geopolitics and the world economylvhat big-picture ssues re ikel\'to dotrlnategeopoliiics rl the rLorld econotrv n th€ comingdecadcs? ere are some suggestionsl

The Browth of the BRICST h " q L ; o r \ o f t h . 2 l . r , F. r . f l . r h c r r ^ \ ' h '

Brazil, lussia, ndia and China (plus the Middle East).This s ccrtain o tr.nslaie nrto ncreased eopoliticaltuflucncc or ihese countries

The decline of the dollarOne frp.ct of thc prcrious trend s thdt the dollarwill krse ts status ns hc l\'orld's r€serle curr.nc\:Cent' l brnks rvill hold fci{cr dollars, nd oil s illbe priced n i rangc of currcn.ics. But rLhai clsc sillh.ppen h the c (cncv arca? Willa.onmon Asian or

Lath Ame.i(.n c rr cncv.tncrge? And what atroui h.nr ternalconfl ic t vcr hc.uro - shorid ibe s t rong ofighi nlflitior or {'cak to heh exporters?

(;krhl armnlg is hippc,rint Ho('. cr, any srlulxul " r l r , l , l . r t r h rf r " r ( . . , . i . i r . , r . . t . .. , { r ' ' r .is likcly i(r trc rcslsidrl. DeYck,pnlg ouni.ics c.nlrccus. lhc Ll. ck)pcd nitions of h poc,is $cstc.ncounir ics i c i l rc id bdcn hrouth hei , idusbi i lfhasc nd Dor h. \ . lhd urur of thinknlg l rdu ti'stnin.ble g()wlh. Dclolopnlg naltun Llon haro

' , l + , ' ^ , p ' ' , , r i ' - : , { r ' r p , 1 , \ \ . s " { .lh.r.'s just ndt cnough efi nr thc gnD.l. 5o supplv jss]finlitlg. lso, dereloping nations arc hungry id oil- ld tr.nspo.t, nldusq, etc. So dcmand s risirrg. hr tlogcthcr illing supplv an.l rising dcnrand aDd ougcl onc thing : much higher prices or the .rcsccablc

Energy se.lrity and alternative enerSySomc countdcs h. e a lot ofenergy re$urces, others

don't. And if you don't, you hive a nrajo geopoliticaIproblen. li's called dependenc\. Put this ssuebgether s'ith pcak oil, and it points n one dnection:aliematile cncrg\. But sone g.een acii\ists areunre.listi. about his solar Nind, tidal, ei. can onhnreet a lraction ofthe world's energl' needs. The onetechnology hat might make a difference snuclear.And ihat, of course, s.onhoversial.

Shortages I otherresources nd cofrnoditiesThe bad nerls continucs. As r yell as a shotage orenergy, ,e're also short of water (in China, SouthemEurope and the MiddLc East).And as h,ing standardsrise, $Ie'11ind that manv agricultural ommodites(eg 'heat, com, neat) are r short supplv as well.

Management nd businessi l .r3 iri , . i : ne<. ' . r ' rrh.idr,cJr tfri l . l . . jLi ; . th : r .a l jI r e i : , r . < r u ? s . i i r i : 2 : i r . : i i r n , l ? e . : i . . , r . j . e r L i . . . 1 o , , 1

Forme, randing nddesign € the key ss es. ustomerscan easity indgoodquatity ndvalue-for oney attourcompeiitou ff€r his. Tosutujve, ou needmore han his,yo n€€d randirq. i thout strorq rard, ouhave ocustomeroyatty rd no pncing ower. rd tinked o brandirqis design cusiomers ittpiy for desiqn. hese re he majorbatttefietdsn moderr urinesr, ot cost or quatjty.

1r our organizalion,inding nd evetopingatent s going

to be a major ssue. here 's dectinjngirthnie, rd lreincrcased obitity f tabourmeans hat workers an choosewherc heyworkand or whom. o alent s going o be nshort uppLy- nd hats paticutarLyrue or knowtedge orkersand creatives. e witl need o findways o motivat€ hern ndretair h€m nside urorsanizat ion.

In the modern orkptace, anaqinq iversity r goirg obeconrencreasinqlyomptex. € e gat ssres f gender,ethnjcity rddge.We ry o make quat pportLrit ies ork,butwe haven ' t one s wettas e 'd ike. nd ow w€havenew rcbtemsi muttjc t turatanagemertcross al ionatbo.ders .maqinehe probtems hen eam emb€rs romdifferentut turatbackqroundsotd jduatm€etingsn hewebwithouth€ charce o qet o kfow ach ther n person.

The ssue hai we atk aboutmore rdmore hese ays s CSR- corporate ocjat esponsibility. 'm alking bout air rade,theenvjronmertatmpa. t f business,he effect n ocat.o-1r i ' r 'es rs ainab devetoplear.dbo. . ra-riLe' dstuff ike hat. Campaiqns y activists an affect ourprofits

and destroy ourbrand-

In nra'ryndustnes major ssue s the threat caused y heInternet. Basicatty,f it can be digitized,t can be pilated.lhe music ndsoftwarendustries ave lready eer hit badtyby his, he itm ndustrys next and pubLishirg itt ottow.

GeneratLypeakirg, toba[zation as been ood or bLsi]ress.Butnow here s a backtash gainst tobalization rnongst

the pubLic-his s creatjng otitjcat ressuresor protectionisrnaid for tocat ourcingo protectobs. ForLs hai meansreduced ccesso worLd arkets nd higher osts.



6 GLOBAL SSUES OR THE21ST CENTT,RY

Exercises5.1 Make phrases y matching n item from each

I geopo rca ------\ warming2 .limare \ i.fhren.e

5.4 Fillin the gaps with a different orm ofthe worclin brackets. h€ new form may be a noun (singular rplural), erb or adjedive. Some words are not in th€ text.1 Glob. .'r l ll (warm)afd he

/ .1 . . r, . .n 1 r r h 6 0 - , ' . . r r e n to re(thread he planet

2 Green (.ctive) nd otherpressuregroLp) e be(oni g inr 'ed r 9 yi , n { r , , o n . o \ n r r o r 4 r m i n n . r h 4

(environment) olici€s f arge companies.

3 globa

5 p€ak6 green

8 livng

9 pricing10 dec ning1l knowledge

growthchange

banlef€ld3 Gene c

(controve6y), ut manydeveloping alionr see i ar the on y way to en surecontinuing (grow) n agricultura

lpfoouce)

6.2 complete he beginning t ea<h phrase with its( nd s tral iz€) . his as

5.5 Complete he text about air trade with the words nthe box.

access gendet averyrcductQn pavefty prentun

2 be hungry3 be n shoft

supply

a v nuar meerng

4 The governmentS

isone ot rapid

(-"conomy)trateqy

4 have a common Asian5 p r c e o n

7 in the coming8 ior ihe foreseeablet hold

6.3 tind a word trom the section Management andbusiness' ooosite hat matches he detinitions elow.The words appear n order.1 good ual i tyorquant ty) ineaton o the prce

caoabe f cont nulno or a ono irne atthe sarne evel

Fair rade san organr?ed ociamovement hichpromotesI lor labolr, ociapolicy,

environmentali5mnd su5tainableevelopment.Key: ol faif radeare:a Creating pportunies of economically sadvantaged

p.oducers ypayng a farf prlce. t is a nfrtegy orreduclng

e Deve p ng produceB' dependence yopeningto new markets nd uiding

managemenikils', SaJe nd healthy orkifg conditons.

. equalitye Good nvironmenral ract €sand €sponsib methods

But air rade has ts criiics. eople ay hat oo much f the

retarlels nd ove' he ong ern f" r Lrdde peraLes sahidden ...........................................li putsa prce loorundercommodrty rd the erore ncoJr"ge,3This an eventuallyead o lower ices or 9rowe6

See page 146 or some dircurrion opics.

23

be,_g a lhl- | . a {ays 9r. g ,Lpporlpeople ho se heir mag aton or ski s to make hings

(numan esourcet eep omeonethe act of belng ither male r emale

6

7 a stronq, eqativeeacton o somethinq hat wa9prevbuslypopu r price aid by consumeB oes o the

8 qetting product r component romsomewhere

The business wofld 17



Management styles and qualities

Manag€ment stylesElerv ftanageririllbe different, bui oler th€ earsmnnagenlent hcory has est.blishcd luee broad categories f

The authoritaIian managerThis person s strict, demanding, onh.nlng and probabhioo rigid in their vic{'s. Thev .ke a krp do$r approa.h tsutsome stlff like this - thev kno$, qficrc ihcy si.nd and rrhaiihcir rcsponsibiljtics re. Thelr obs ,r clcirh dclirlcd

The consensual,nanagerTliis pcrson ,clieles n consuliation, nd n coaching ndmenbrnlg th.ir shffto help thcn dcr.lop.Sllrordlrat€s suallv like this tvpc of manager, rul thc man.ge na lnckvision and f.ril t() sln { lcadersh\r.

The handroff managerThis pcFon deleg.tcs c .rl,d)lng, o, just l.ircs probl.Drsn1 hc hope h. t thc to.rLi . Thcv $. i l l ust i l l hcir s t \ lc.s cn+row.nef t ( icgn ing.onhl , l ov( . dcc,s(rns o othcrp$Flc), bui slbordnlilcs q ill frrl r l.rckof guidincc ind{ppo.l. Li.iwr bfts'ccn .olL.g .s (.o $rfkc,s) $ ill Lrc

An inTortnnl |oiDl is thil nr,rn.rgrnrcnl h lf Di8ht rcflrctthe.oi lpinv .ul i r f . s much rs h. fcrsonnli t \ ' i theindi idu. l So.r hic rhicr lconrpnfy sl lh . b ro.ucr. t1 .dccis i(n . rking pk)c.ss wil lsui t onc vpo ol hinagc. Onlh.othorh. r l, n dcccntializ ed.oDrpan\' rhrr. kn -lelrl

mrrigo.s cin i.rkc hc niti.riivcwill s ii .ndthL'rWe lso ha . to Nn.nrbd that Lliflerent usnress ru.rurs vi l l ' rqu rodi l lcrnt managomcni ual i i iL 's :

Considor hc nrlnagcr whd is nrethodical, lstem.lic.ndorganizcd ls th;,t alw.vs a good hnrg? Mavbe hcre arcsitlraliurs where t's bellL'rb be niuiii\e and flc\iblc. orni takc dccisions ui.klv uithout kno$ing ill the ficrs.Consid.r the n anag.r bho is. good tean pl.rvcr,co{pcratn'e hd supportjle.Is ihai always good hirrg?\rlavbc hcre .e situaiions hhe.e it's beiier tu \'ork onJ . . r r s r ' b p , - - l l , n o \ . r t , . l f . , . . l i \ ,

Qualities or skills?Hcre is sonrethhg nteresting o thinl<nbout: notice hat nthc text bole thoe is reference o sivles and quilities, notto skills. This distjlction is inrportant. Qualities are a part ofyour.ha.acter and personaliiy rher were present atbnth orformed ea.ly in youf life and you s'ill find it hard nr changethcse hings. Skills,ho('ever are hings lo .an lean likehow to speak another anglage, or g n'e a good presentation.Skills.nn be devcloped.nd improle.1 hJough practice nn.tr \p , r i" Y. qu" i r . - n . . .h le \ \ .n | . I rfur r" n in . o . .o[r ' dpr. opTell dd , . - "" - . ho F.

Person specification[Ihen bokinS for can.lidates o. a particularjob, manycompanies roduce both a iob specification nd a pe$onspecificahon. his helps ecruitment agencies nd/o. thehuman resource .pariment to find s italrle people. Theperson specrfication vill inchde the skilis nccdcd, cxpcrieDceneeded and personal qualities of the deal can.lidatc. hee\ample belorLshoirs the finil section, ..sonal qu.litics.

PERSON PECIFICATION

Ski,is ond obilitiesThe idealcandldare will be able o demon$nte rhe followlnt

Persono, quolitietgusinessknowledgeThe idea candid.re will;

have a tood undeBrandiit of rhe marketk€€p up ro date wth developments n the lield

The ldeal candidate will:be able ro rranslare ompany rarery into indtvidualb u s n e s s n i r o b j e c t i v e sbe abe to balance onf ctiig business nrerests within the

ortanizational abilityThe ideal candidate will:

be a Sood adhinisrntorbe a good time-manaterbe consc entious and horouShbe a Sood eam-boilder

Relation to subordinetesThe ideal caidida@ will:

have an abiry

to notivrteknow when to de egate and when ro refef upwardskeep tood ines of communicaliofhave an open doof policy

have an ability o conrol and gve feedback n an

The ideal andidate will:

be prepared o take rkksoe nones and ransParent

be single-mind€d nd determlnedbe able o recoyer quicklf aiter a setbacksuy carm under Pre$ure

E



7 MANAGEMENT TYLEsAND OUALITIES

. ,' rFed q

. loL vo-r rre drdpne 'g/

3 involvq heagreem€nt f mon peope nagroup;democratic

4 q vinq ra ningor ddvice or a sperifcjob or tan

Exercises7.1 Find a word in the text opposite hat matches achdefinitionbelow. The words appear n order.

1 expectinq therpeope o obey ules ompletely

7.3 Choose he best adiectiv€ rom those n 7.2 both(olumns) o describ€ h€se managers.1 ll€'sunder lot of pressure nd ooks worred al theUme.

Hes eally

2 Once h€'s nade plan, hedoesn't ikechanq g t 5he abrt3 He rkes o gel nvovedanddothlnqs, ra ther thdnjusl

ta kingabout hem or making ther peopie o hem Hesvery

4 Herdesk s so untidy papers verywherel\ r€a y

5 He produces ompllcatedues or every,th q. Hs approachr5 ery

6 5hes honest ndopen and doesn't ry o h de any,th g.5hes ery

7.4 Make phrases y matchingn

item {rom each

on yolr own and be sef-motrvated

vsion and ai l to show eadership

quicklyafter a setbackgenera (rategy into rpecifc objectvesup o dale wth deveopm€nts n the iedfe€dback n an approprai€ way

5 advis g and helping omeone ore generally verlonqerime er d

6 exchange f informat n betvve€n €opl€ o hat heyworkwe toqether

7 where €ople nd obs ared vided nto many evels frrnport.nce

8 taking cton before 's needed, ather han wa ing unti

proD r.s oeveopNow do the same or the words n 'Personspecifiration'

9 , h o ^ i rg d o l o ' r d r e a _ d a l l F n l o r1 0 n c l u d i n g v e r y oss b l e d e t a l . n d . v o i d n g m E t a k e s

t2

t1 wanting o do someth g verymLrch o hal yolJwillnotet any,lh g stop oua probem hat delays r nops progress

7.2 Change a<h diectiv€ nto an opposit€ meaninqby fillinq in the letters. f there s a pretix, t may bede-, dis-, n- 6t un-,

l simple2 centr. zed3 co-operatve

5 d rect6 flexibe

8 honen9 iniuitve

10 merhod al1l orqan ed12 nressed13 s pportve

15 transparent

2 know -\3 work

5 keep6 give

8 vanslate

7.5 Complete he teJ(t about eams with the words n

brcathing catry out feedba.k guidinqBsuing prcgrcss repan back tunntng

Theab ity o ead eams sa key kil n the modefnbusiness ord. The eam e.der has o rnove etweenvariety f.ppro.ches: nstructonsand superuisinglosely t times,'? andencour.ginq nd offerinq dvice.t other imes.

The eam eader of.ourse espons le or monitoringoverall , but once he eam s up anda , and he objectives nd eam oles recleary efined, hen he or she maybe able o iake a backseat or short perods of time.

Teammembers ike o fee that h€y cantheir oles ithout he eaoe,

6 aown heir neck L he me.However.heydo need o 7 regu ly,and he eam eader s expectedo glve hern onstructive

. . on heir performance

see page 45lorsome iscussion opics.

centra zedco-operatve/ helplul

d reclflexibe ri d

organized me y



@ o.n.rr,ring time and workAt the plaming siage of a project the amount of work required cm look frightening. To make it manageable, youneed to develop d overal time 6ame (rinescale) for rhe prcject md a schedule (tinetable) to show the datesoi times when individual ihjngs should happen. Hopefuly, throuSh Sood ime mdagement, you will be aheadofschedule. Anlyat as ong as yo 're on schedule, here's no problem. What yo definitely don't want is io bebehind

schedule. hat meffi you be mder a lot of stress, md when you're totally sh€ssed ut, your work willsuffea You nlight have to irolk long hours to caich up. And iI you're a mmage , you probably won't get paidovertine it's ust cxpected f l.ou.Of course, it's not always your fault. There can be delays fo all so s of reasons. ThinSs can take longer thanplanned becausc f circumstance s eyond your control.ln ihat case .. well, deadlines might become guidellnes.nrl'at can you do to impr ove your time muagemeniT Hclc are some hps:

fime management tipsU s e d a r y A m E . a l e . d a r ) t o a n y o u r l m e 5 o h w n r e K . o w a n d s e l h e f n q s y n e m o n y o u r. o m p l r e r p r o p e r l ypnckaqcs .h a 5 Olllook ..lud€ r h( iun.t o., but m;ny A lor ot r h€ workf ow in b 5 n.$ Noives e e.tron c pn perworlp c o p l e r e i e r w a l l . h a r lw r h s r i . k e r a r d . o l o l r. o d i n g r o : n d y o u n e e d o k n o w h o w t o a c c . $ d o c l m e n r s , o d i t t h e m ,

5how dltrerenl .r vr es share hem and nr.h ve th.m[ 4 a k c r. a 5 r i .p a n a . d r r i e r ] r o ' r z e l r e "sks D o r h e A l : 5 k s D e e g ; r et 6 r t h € m p o r r a n l , .p e 5 d n t , r me c o f u n n l g o . e s T h e n D o . l r r y t o b e a p e r fe c t i o n s t n c v. r y t l r q r t a k e s t i m € t oy o l l t l r n LoL h € ess m p o r l a n r . e s w i t l r a . l e a r m n d D o n l { l e r h . 9 t r b s o l u t e y rg h i , a n d h c s m o n e y 5 h o r r. u t s a nq c t d s f i a c l e d b yd o n g l h e s n a , - " a i y 1 . k i 6 l b e a . c e p r a b r a q c k . n d d r t y ' s o t o n m n y b e O K . l i y oUs. chccklisls. bnla.ce qua tt cost and time

Bui ofcourse you know all that, and you haYc alrcadv inplemented these suggestions. You use carefultime 'nanagement to plan your workload. You nclcr put off unpleasant tasks or lose concenkation. Becaupof this, your work is stihulating and rewarding. You do elcrything h'ith calm and focus. At the end ote.ch day you go homc with a s€nse ofachielenent. You say to yourself,'The world is a better plaQ todav

because of what I did in my job.'Right?

What do managers manage?0perati()ns

5ett nq and a.h ev n9 argetsmprov q produd v ry

Conrro nq,deeqating nd qivinq eedba.kDecis n rnak gSai is t g .unomer eedsN'lanaging LraliryManaging.han9e

People

Panning taffnq eeds, nd ecruitinq nd ee.ting new sratrDeveLoplflqheteam,5Lrppoft g and g d ng ndivdlakDe egatinq nd monitori.g

aarrying t performance eviewsRewardlng clrevement

IrinanceP,epa, ing ndneqor r.q bldqer5^.lonirorin9he bLdger

Makng nvestme.t e.ision5

Inforrnatiouchi r ng and/or pirticiparg n meet ngs

A.cess g niormaton n hecompany neMorkReadinq nd writing eports nd propon sKe€pingl es up odate5peakinq publ., givlng reseniatons

Career developmeut

Deveoping oLrrsk and cornpeienc€sAttendlng.onf€fe.ce5 nd sern alReading bolt rece.t deas nd deveopmente n yoLrrfed



A ORGANIZINGTIME AND WORK

Exercises8.1 Fill n the missing etters.1

, Theprotects going €rywe . n facl, we'reof schedule. heworki w is orqanrzed fficenty,

and we hdve big wallch with nishow 9 h€ d ffer€nt ages f the prolect ndwhat€veryone hould e do nq I like our eam eader shehas stablshedhe genera u nes or olr work,but she eaves t up o us o pr trze ur asks na d.y to day basis. f course, here re alwayschd nges o la €, but so ar we've een ble om t those halenges. ts a gre:l expeience. rndthe workst at ng and €w nq lts givenme drea 5 e oT arh ment.

qo ng to pay rn€ im€-and-a-half.6 Th s red y sn important we'Ll loo

muchtmefw€do I Lets lust eav-o- - L d

. o 1 a , , t o . . r d F d _ / a . o L d

around wo weeks n our panned chedule y do nq t8 | got distractedh s afternoon 'l have o

5Please l€n work ng days or de veryLdn week 5x holrs overt me. They're

tonrghrt me bystay g dte t th," olf ce

ll managers ave conslraints n the tme - so manylasks seern rgenl and vrla, and yet no one person

8.3 Look at 'What do managers manage? 'opposi te .1 F d d word that s used n lwo ways:

a) a pan of how to spend mofey, and b)the rnoney tlelf

2 Frnd orm. word hat s lsed n the eld of humanresources 0nean: speci tc nowledge nd kl ls notherwords. knowledge nd sk k that are s€d for a particulartask n a partc larlob

4.4 Read he text about del€gating, th€n antwer the

The work d n th s project s iar bigger hananyone expected ThereS ot 01 nexpectedod so4 r fa r s /ef In e .on n9 ro Lonp ereThrnqs:re ot goingwe . n iaci ,we're dschedLre We miqht even m ss he de,

Everyone totaly st ed People ret a k n g s h - c s a n d q u a l r t y s u f f e f i n gt s l u n s olrunrat g , and t3 not even ur aul t i ls ent ey dLeto (rc ces b d our conlro The onlyway we re go ng o f nish his work wirh n the givent me r e by f nd nq some kLnd l q|] andd r s o u t o n . l k n o w s n i d e a , u t w h a l s e

can ackLe hem all De egalion s he answerOnce youve apponlecl he person esponsible or lhepa(icular ask yo need o brief hem rhoroughly. owmuch autonomy re you going o allow hem? Howollenshould hey eport ack o yolrwth progr€ss pdates, andin what detail? nd who ese needs o be n the oop? lterali , ts noljuslyou honeeds o know hats appeningConvo will be a key ssLreWhat happens f ihey hil anunexpected nag? ou an take all he espons ility wayfrom hem lguring out soltons to problerns i be achaLlenge nd a motvalion or hem. However ou do needio make ure hat asks re completed lrccessfLr

Finda word from the text that means:1 lim s2 de. with3 qivenecessaryniorrnaton4 (fourwatd) he patlaf a g oup fpeop thdthds nformatlon

5 (infarnal) Nabter-|6 (phrasai ert be ng ab e to lfderstand; olv g

8.2 Complete he sentences ith th€ v€rbs n the box.Th€yar€ all used with time expressions.

allaw fin.l nake up put inspeno waste

1 How much me do youbooks boutmdnagement?

2 know ou're Lrsy,ul wonder f youcould..... ..some me omorrow o check my

3 That3 t. We have o f nish o w. We veI rne

8.5 Read he following sentence nd decid€ t it'sgrammatically orrect.Anceyau veappointed he rcspansibie ar the particular ask,yau need a brief then thorcuqhly

Compare ith the third sentence n the text above.

see page 46 or some is(ussion opics.



Planning and setting objectives

What is a plan?A no r b r _ h o n . , i . ^ n ' r y p h l h ( l 0 ) c r - ) \ h d p " - , r .strategy 2 5 years), which in tur. shapes ts plans (1 year).

, has obj.clives which can be neasuied.l, answcrs qucstions hai stakeholders eg sharehoidcrs,

banks, cmployees) will ask.I builds r oplions.

'1 idcntifics and quantifies isks.a shows how to minimize those isks (.nd pelhaps ncludes

a coningcrlcy plarl for Nhai happens f things Bo wrong).a alios's progrcss o be me.sured.

Othe. points to noic arcl', That ilie.e is a cost o planninS n i..ms ofmanagemeni,

time and .esearch.,i That all plans makc assumptions, lihough thcsc are often

not stated cxplicitly.' -hdt

rh,1, . r ' \om' .cr) . t" ' r f i . l lpe- "Ibuinc-"

Flanning (cg projcct manag€ment s. distinct busincssfunction n its own right).

Elements of a planAcompreheDsivc usiness lan for a large company mightinvolve he f(nlowhg:1, IDtcrnalanalysis: his colors thc strcngihs and tlcakncsses

of thc organizatioll, istorical p$formance, r.nds in thebusiness ctivity and cutrcnt roso rccs.

', Extcnral analvsis: his covcrs markcts, clstomcrs,l l . , c"mp' t inun. d\ . .dr, l i Ion. hc g.ncr. r l u . in .ss

o Gap aDalysis: his staris wiih the kcy issucs aiscd nr thefirst two points above, and highlighis hose areas wherethere s a gap betwcen wherc you arc now and wh€re you

a Action plan: what necds o bc donc to close he gaps? Doproducis need to be mproved? Docs cchnology ned tobe upgraded? Do stafinccd to be rctrain.d?

', Resolrce assessmeni: lhat the action pld needs n termsofhumar resources, atcrial esourccs eg plani, space

nlside build nrgs, equipment),lT rcsources nd financial

//r TarSeisr pecific a.gets or financial ciunN, costs, marketshare, ales, rorrih, cusiomer satisfaciion, uality, etc.

u, Financial ssuesr ash low forecasls, rojecied profi andloss P&L).

Look at ihe Contents age of thc business lan on the nght.It is the knld of plan thai a sma or nedium'sized businessmightproduce io define ts shategv Soing oMard. The planmight alsobe needed o show to a bark if new tundin g is

Business Plan: Contents

1 summary and main conclusions2 ln t roduc t ion

2.1 Current ituation2.2 Need orchange

3 Internal analysis3.1 Interna trengths3.2 Interna eaknesses

4 Market analysis4.1 Externalppoatunits4.2 Externalhreats

5 Marketing plan5.1 New roductdeas5.2 Pr ingssues5.3 Sales argets ndmarket hareargets5.4 Geographicalversification5.5 lmprovementso distr l t of channelq 6 A . l w a r t i < i ^ ^ . i m n r n n <

6 Operational lan6.1 N-"w lant nd qu ment6.2 Eff iency f production rocess6.3 ProduCrivityssues6 4 l.lo:< f^r <:vi^^ .^d<

6.5 Outsourcingroposals6.6 Qualityssues

7 Financials7.1 Cash low orecast7.2 Profit nd oss orecast

8 Resource equirements8.1 Human esources8.2 Capitalnvestment8.3 tT

9 Appendices

2



9 PLANNINGAND SETTINGOB.|ECTIVES

Exercises9.1 Find a word in the text opposite hat matches achdefinitionbelow The words aooear n order.

1 a those DeoD who have n nterest the success i a

4 qrad al changes r deve opments, endenc s

9.4 Rewrite h€ senten(es sing a verb + an adjectivefrom exercise .3. Keep he same meaning.1 We willgo abov€ he arqet we had ar he beginn g.

pan, systern r organizatio We wili our . ........1 l al target

2 (tuva ords) cautse I action h.t youwill ake f 2 We wil go beow our yeany argelsom€thing ad happens n the uture . . we w -......... . . targel3 bel€fs hdt are used s he bass or 3n dea. utwhich J we dF(rdFd , lcn (fe pl . r for r l_F e. . .hree €r 's

may not be correct W€ decded o the ...

5 (farmal) aws6 makes eople otce something nd hinkabout t

7 a factory r burding where n ndustria rocessaketpl . ,e . d dl r ts 'e .w n. .h *.y

8 lh: g\ lrdl you ry o acq ve

9 (n^7o ords) hrase itenused n a business ontexi omean n the uture '

Now do the same or the 'conten$' page opposite.10 predrction

9.2 one verb rom each group doer not 90 with thenoun at the €nd. cross t out.check any unknown words n a dictionary1 cut, esttnate, mplenent, ccovet aosls2 access, chieve, et holdof wthhold lnfo.maton3 cansi.let, eep open, meet, 5u99e5t opt ons4 be based an, <atry aut, da, make researd5 identify,mininize, quantift, cach tiskt6 boast, arecast, enerate,5et p sales

9.3 Match a group of verbs 1-3 and a group ofadie<tives { to the nouns below.Check ny unknown words n a dictionary1 achieve, xceed,a short of, meet, each2 car i fy, ealwth, scus , xplore,locusn, aise,ackle3 conre pwth, go ahead ih, mpement, eep o, plt

plan4 We w ll hdv€ o stop our pl.ns or the uture d houghwe

mlght ont nuewith hem ate,We willhdve o

p|ans5 Th€ ssue hat hey w.nted ue o cons er s very

The ssue hat hey s very

9.5 Match a group of verbs -3 and a group ofadie(tives -< o the nouns below1 arrange, ollow, o accordingo, revise, tck o2 achieve. ail n, u fil, meet, each, et3 .pprove, t, increase, lan, edLrce.ticko, subm

a clear, ey, imired,ong-tem, majoroverall, rmary, pecilicb annual, raft, xed, im ed, ow t ght, marketingc ambitious, usy, trct, ight. 1/eek

'objective schedule I I bldgel

9.6 Rewrire h€ sentences sing a verb + an adjectivefrom exercise .5. Keep he same meaning.I At thispointwe ust need o decide ur g€nera bjectives

At thispoiniwe un need o our. ooleclves.

) We i ,{ leep o 'e sc 'eo le r_Fre. n y -st e_o. l '

a ambitlous, ontngency, eiaied, ve-point, ong'term,

realstic, rateg , hree earb ambitous, nnua, igh, i ta l . ea stc, alesc basic, €ntral, omplex, rucal, main, ide, nresolved, ital

i i l l- tarset l-1L-rpl .n | l issue

the schedule t5 very

3 | h.ve to givea provislona udget so hal they can make ade. ison. i can be chanqed ter. )I h"ve tobudget.

See pag€ 147 for some dilcussion topics.

"Drnr,I inkIak Pldn B.'



Leading and motivating

What is leader5hip n business?Clearly, an entrepreneur shows leadership. They siart iheirown business, nd then build it up from scratch. But thehead of a ieam, depariment or lalgc organization m also

show eadelstup. what do these people have n comlon?A good $ay io ansa'e this is to look at the differencebetween eadership nd maagcmcni. To simplify greatly:irr Leaders ook at the big picture, wclcome change, le good

at motivating and influencjng, and vork well alone or atthe head oi teams).

1 Managers ook at the deiails, welcome stability, re goodat supervising, nd wolk well as eam members.

In add ition, managels cnd io gct their authority rom theirrole (a boss with subordin.tes), 'hilc leaders get heira(ihority from their personaliry Pcople ust tunr io l..dersfo. guidance, egardless fthei position. Thev hale. quality

Eight characteristics ol a good leaderI Vision: his means gcnc.ating deas abori the wny ahead,

and then Scitirg buy- (= commitment o a shared 8oa1)from other people.

ll Moiivation: as {'cll as oblious thin8s ike salary thisnr luJc- prJFp. ppr.cr. ru.n -d (co$,ni t io ' .

MotivationA survey by KabsnConsultlng aked peopleIn a wlde ange ol IndustrysectoG whet mede hemteel good al work. Here arethe resulis:

Emotional ntelligence: his us€d o be called empathy orintuition. It meds 'reading people' knowing what they

Empowering others:tell pcople vhat you expect homthem, gile them the tools h ey need o succeed, nd thenget out of their way. Leam to listen, nothing s moreempowering hm b€ing head.Being rustworthy: your behaviour should be consistentrlith yourbeliefs, othetrise people won't trust you.Actions speak ouder thm aords.Taking isks and managing change: eaders eed o bechange agenis in a fasFmoving world, any organizahonthat siands still will fail. Butchange brings rcsistance.Leaders have o explain why change s necessa ,establish process, nvolve everyone, rovidc support,communicate he outcones and share he bencfits.

Focrs and follow-thro ugh: his nvolves seiting prioritiesand doinll whal you say you will do. Unfortunately, manylea.ters re poor finishcrs.Asense f humour: hc abi l i ty o laugh. t yoursclf s .good lay to b.ing othcrs along wiih yo .Ii dcnonshatesa degree of self-knolvlcclge.

Notice he dominance tthe lop thr€e calegorles:A sense f ach evement, nd having hat achievemenirecognized ppeff o be strong molivatorc. ositive orkingrelatonships re aso important Nolice lso hai financialreward was only anked ixth This s quitesurprising.The esearchers hen asked peoplewhatmade hem eelbad at work Here he most ommon esponse y tar was'a negatve experience lh colleagues. range of olherfactorswerea so menlioned: ck ot recognilion, ompany

po lics stress, oring work,elc tems hat werementoned

ess often ncluded: ck of support, avlng bad boss, ackof d rect on and u nsatisfactory velsol pay. These d noiseem o be mportant emotivalors.

The Esearchers drew he ollowing conclusions boutmotivation:

Ina task-oriented usness ord, t3 mportant oremernberhat relaiionsh sand he er.otiona dimensnfto work arevery mportant.Recognitionnd positve eedback re he oxygen f

Employeessk, Whals in t for me?'Blsinest uccess ndcustomer .tisfaction id not appear s not ational acloK.

Motivationnd demotivationrenot equal nd exactopposites. orexample, hle aclrievement as hestronqest otvator, dLlure as arelymentioned sa

4



ExercisesI0.1 Finda word in the first two sections l the textopposite hat matches ach detinition below. The wordsappear n order

/wa aonls\ ar t'e begrn-rng

7 rhrce ards he hole tJaton.olt-sr

orF pad oI3 the way n wh ch someone nvolvedn an aclivity; ositon

undeGtanding owotherpeop€ eel5 knowedge hat 5b.sed on eelings ather han a.ts

6 o vrna omeone orc ontrcl v€r h€ir ifeand work

8 results'10.2 The ext mentions praise,appreciation ndr€cognition'as eing a part of motivation.which one ofthese s the strongest motivator?

10.3 Learn€rs f English ften use he word'sympathetic'when talking about someone uch asa good €ader Put a tick (/) by the detinition whichmatches ow a native.tpeak€r ses his word.1 friend ,n ce2 wi n9 o understand omeone3 robems nd help hem

1O.4 Make phrases rom the'Motivation'sedion ol the

text by matching n item rom each column.I posii €=\ achievementmorivalor)2 neqat e \ 'eeobacl f'on yourbo., n ol vdlorr3 senre l recogn ion demotiv.tor)4 lackof5 company6 physca7 task'8 f nancia

experienc€s th colleaquesdemotivator)orient€d u, n€ss or d

10.5 Complete ach sentence ith the corect form ofthe word in italics. Som€times ou will need o use a

negative orm (de-, ur-).

a tb he. . . . . . . . . . . . . . . . . .. . . . . .ompanyn he eldb t3 the marketc She howed xceLlent ability

a Sense f ach vement probablyhe number ne

t offered no few challeng€s. was

1O IEADING AND MO TIVATING

change

b This situation s out ol control

I reach, ucceedn gettLng

a fan-moving orld sn

It5compietely

sanslya A lobwelldoneg vesme a qreat eeling f

b Myworkng cond ions re eribe. They e un tota y

a Shes oodat separatjng compex roblemnlo ts partsshes ery

b On lre wrole. "greewill yoL

There's kind ol buzzarcund good nfluencer. heydonmoan, blame and compla . They see whal needs doingand hen slad alking o others o ry 1o gel agreement ndaclion-

10.5 Read he text about nfluencing, hen answer he

I eaders re goooar r' renc,r people. ts a hiddel sk.llL - vFy mpofl"rl orl ole1 rgro 'ed rlJercTg m€yrake he iorm ol persuading eopl€ o adopl heir deasinspirng peope to achieve ce ain goals, or crcating

Inlluencingequires mix ol interpersonal, ommunicalionpresenlalion nd ass€rtveness k ls And mosl mportanllyyou need o be abe to adapt and modily your personalstylewhen you see the eii€ct ts having on others You

can't orce your deas on other peope-

they have o teelacknowledged ndefslood nd appreciated.

Finda word trom the text that meansi

2 abr y ro e<p ss o-r deas'rr.r l ly1d onfder ly

4 (infonal) Ieelingol p easure r excitement

\ ,nfo.mallcompLar_ an a_1oy q way

Se€ page 147 for some discussion opics.



lnsurance nd risk managementEverybusnless aces isks, and mmy of these are nsurabte.lnsurance mav be obligator)r o. optional, bur it is cerrainlya part ofprudenirisk management. here are l{o basictypes of business suance: liability i$umce dd propertv

Liability insuranceLiability insurance ovcrs damage caused o otherpeople.An employee uight suffer a work rclatcd accidenr, avisiior might slip on a polished loor and brcak m arm.In either case, hey can sue yo and {'ill trv to p o enegligcnce = failure to take eno 8h care). Thclc s alsoprod uct iabiliiy insuranc€ in case omeone ucs you aficrusn18 product), and professional ndenlnity nsuanc.(AmE malpractice nsu.ance) n case a clientsues vou formaking a costly mistakc while advisint rhem.

Property insuran<eProperty nsurance ovcrs damage o rhe nsured s o{,nproPerty. Dam.ge miBht bc cnused ), fire, andansm, crc.The cohpany might also nccd automobile nsurancc.Some polici€s nclude he serviccs fa lawyer (AmEattorney) n drc cv€nt hat youlc sued, while others don't.And it's impo.tant to remcmbcf hat your p(neciio n islimited to thc maximum on thc Folicy.lfa court awar.lsdamages hat cxcccd his fiSurc, hen ]'ou're iable or the

Policieswlen you take outa insurance olicy (ie contract), oumake a regllar paymenicalled a'premiuh'to an nsurer.The policy states ow much will be paid and un der whichctcumstances. Read t carefullt check he small print, andh particular check any exclusion larses. After a year, beforethe conhacicxpir es, ou willbe scnt a renewal norice.tnsurance s available hrough scveral channels: genrs whowork direcilv for one nsurance ompany), ndependentbrokers who scarch or t he bestpolicv amongst m.nvalternati es)and dile.t selling oftcn over the Internet).Atcnts and brokcrs work on conimission.

claimsIf vou need o make a claim, yor fill out a form and waii forit to bc pro.essed.If hc insurance ompany suspects hatyou're underinsured, cl.iming too much money, hey canippoint J 1o. . diu{tcr Aml . l i ,m, . .LlJUstpr,n p \ In inpthc situaiion. Ercniually, hey pa), out and yot receive our

If an nsurer eels hat thcy have akon on t oo much risk, thcnthey can to io a reins rancc company b providc covcf fof

Strategic risks

Operational risks

Financial isks

Failure of compliance(with new laws)

Integrat n probems arising rom a merger or acquisiton.Changes n the market such as a new competitor or changes n demand,New technologres hat hreaten our business ode.Poltical Economic nnabilrtyn an export market.

Brcakdow,n f key equipment.Supply hain problems: ate deliver quality ssues, rc.

lT failurc:loss f data, amage ue o viruses r hackers.Poor accounting hat fails o show he real nancjal ituation.Employee ssues: ecruitrnent iffcuhies,lack fpeope with the right skillset, tc.

Cash low (ie iquidity) rcblems.Bad debtIncreased ank charges n a loan (more expensive redit).Changes n torcign exchange ates.Embezlement = when someone teals money rom ther own cornpany).

New employment egislation-New heahh and safety egislation.



4 torrnal ot€ct n dga nn loss r damage

6 (twowordslmakes decislon o g ve someonecornpensaton

7 (twa words) e.lans t a contract hat saywhat sntcovered y he contract

8 fiwowords) ritten ernind€rhat a contract s qoi.g oend soon nd you nust ay f youwant t to co.linue

9 (phtasal eb) gre noney ds he resu oi an .suranceclam10 money hat someone ece es because i damage hey

Now do the same or words n '8ut you can insurea9ainst' opposite.11 (rwowordr)money hat w ll nevef e colected rom

t2 ( t a t n d l t , tF p t a t v F a f o b A ) , - g a t a w

11.2 Make phrases y matching n item rom eachcolumn.I be €oallv-\ for he dLfiefence2 trv o prole \ damages3 a*a,d \- obt igedo do soTetiirg

want ess . . . . , B u t a n y

Exercises11.1 Finda word in the text opposit€ hat matches achdetinition below. The words app€ar n order.

1 s€nsib€ nd are{ul2 "gdl e"oo's,b 7 fo 'on "t ,ng

3 st.rt a egal rocesso get money rorn omeone

11 4 Underlin€ he correct words n italics.1 Howmuch sth€ nsurdnceo o, your ar?2 Do you have nsurdnceorl to dnyone o drve he car?3 Youhdve o take out rake p bui dingand contents

insurance sa conditor ol the mo(gage4 This olicy rovid€snsu'arce gan* / in favout f lotsaldanrdqe yl up o €5,000.

5 We've nsured our Tequ pment or wrthover m lion

6 Can ou aim h€ d.m.ge / / o , your nsurance?7 Ihey did / nade . cair' for / of danages8 lhere s d risk o / of consLrme6 / / from hese roducts

We w I have o wthdraw hern rorn he nrarket.9 We areat / w,th sk o be af beng sued.

l0 You hould o 1ocourt the udge yarha\e a ght /

11 5 Complete his text about risk management iththe words n the box. Check ny unknown words n adictionary

contingency lan damage imltation escalation rc.edurcexposu.e a lsk .enedial action r6k.ssessmenfs

I1 INSURANCE ND RISK MANA6EMENT

Some ompanies ave risk-taking Lrlt rc, hileothers

case, he seniormanagers i arce ompanies re ikelyto prepare egular'z

movingevents nd ake 5

4 be Liable

5 take out6 take on

8 checkthe small rint

rypicalool here s a riskmap.This as prcbabilityn hehorzontal xis nd mpact n he vertca axis, ey isks rebra storn do-d hen or ted n le rap - 'e p ort19process elps o clarfy he risks, nd hen eads n to adiscuss n abolt riskmanagement,

Some i5ks .n b€ educed f el minated, theKwi have obe accepted. or hose n the atter ategory, he companyneeds o have (= back-up p an)for when hinqs o wronq.Ths coLr involve omeinitialmeasureg 5 he situation eterorates, nd hen an

LWneTe ore €n rmanage6 ake esponsibility)t turns nto. crsis.

Andcrises o happen managers .ve o respond o fast-

11 3 Cross ut the item which has a different mean n9

1 ta dispute, ile, put in, subnit a da n2 Ia neet, pay, eject, ettle a.ain3 considerable, igh,potential, seiout significant tisk4 Ia avaid, ace, un, take a I tk5 io asses' measure mnimize, weigh up he $ks

(intended o improve he situaton)on he spot. n a wo6tcase $enario, hewhole thing ust be.omes a

See page 147 or some discussion opics .



Manufacturing and engineeringManufacturingManufacturing s the transformat jon f raN materials ntofnlishcd products. t happ.ns h fachnies, lants (= large

. r i \ J ' n d n i l . / u . - d ' o r ' f . . i . . , - 1 p . . e . . - . ' n J

The aud 'manufacturing' is oftcn associited Lith indrsiriesiike aukrs, h.mi.als, non and sl..l. These ustries, base.ton nnss produ.tion, \rere.nr cc najor emplolers n areas ikeAnrcrica's'Rust Belt' (lllnrois, tu1i.rr., \Ii.higin, Ohid andEngland's'West Mi.llands' rcgiors.sso.irte.i lrith renliil. vrilalrlc .oal, labou an.l nrland 1.{en .rvs (=..nalt.ln theperlod.ficf lhc S€cond Wb,ld \\hf thcsc n rstriLs prori.l.djobs ror lirtc numbers ofbluc.oll.r ('orkers, sorknrg insennc, u,cll"pa1(1 obs nnd trct.ctcd trt lnions. Duringth€ 970sffd 6{h hese ldrs i i rs t rccarnc nproi i .bl . inA'tr.ic. fnd Europe. P(lluciior nrcthods NerL. n.r€.singlvouklatcd, and this tr_pe f hciv n ustr srLit.hed o othcr.ountrics, pa icul.r y l.if.rn.l f l . 'pan fc$ appRD.h {, nr.nufn. tur inE.ntrg.d I t hadrn.ry l.,bcls, rl T(rlotn )r({lncnon Svn.nr rL.s thc nronconrnon. Kcvclcnr. f ts of this . t f rc .ch $crccl imnr. t ion f .st(, (.jrci.g in\lnory k\ fls, .rnd ncrcasnrt cfli.i.nLlhk{gh thc sinrpl i f ic i i i (nrnd s t . )ndi ,dizi innr f pr) . .sscsinLl p(,.odu(s. \4nny of thc c.r' .on.epts nill m use

ioda arelapineseso.dssu.has 'kaizen ' cont inuousimpro\ement) and kanban' (.hecking nventotr levels withsinplc \ js al signals).Tljs n.r.approach l ed to a.enaissance n manufact lring alt

o\er the rrorld, and eloh.ed int.r modern-day phiiosophiessuch as Lcan vlmfacturing and ust-In-Tine (lIT) Theseareas r. explored n xnit 16.No$a.lals ihe term nin faciuring has. mlch wi.iers.ope Ii nrchldes ercsp.cc, autonotne, biotech, chemicals,ck)ihing and fooiiveaa electronics, ood and belerages,pater and printing, pharnaceuticais, lastics nd polymers,shipbuilding. steel n.1 textiles.

E n g n e e r i n gIf. conlprni m.rkcs nrass-p()duced rcducc, il s g.n.fallyrefered (r as a'man(f..t ring (ompany'. f ir's rcsponsiblckr.oniflc\ projecis $ ith a high dctrcc ofcunomization, i's\ , n , , . 11 , , 111 r r . i . . - . ' , , r r . n , , , ' n F . I n t L ) .f r , , , I n i . A . i] n r l * , .n . , 1 . ,. . . \ . \ . \ . 1 , . , . , ' .bul ldlng.rnd cst ing hings. ni t inccrs rc as . ini t .d ryhos,ind h'h thnrgs .k.r \ s in\ t i f l fd b. . ikdown of the nrrf b n.h$ of .n6inf . r i rA

comme(a aid res,deird bli d. sbf dg €s. c.ds {AmEh,Bhwayt. dins

power p.odud on a.d d st.blr o.

n-€kne ndlstria prcceses more eft. e.tpbdlcts e6lefto manufacrlre nd moreqla ty n(easlng roductvily

aLtomobies anc.aft. eai ng aid .oo nsl3lems r.dun.alequpmem r.d ma.n n.r r

plast.s pa nts pharmi.elt cr sagncutural heh cals.lood roce$ e

databdes a.d opeatngembedded omp re6 nand contro .g ndlnria

landmanagemeni ater rnd ewigesydems o t o., wnne dsPosa

ststems,.omp ler .aphrcs,everyoay rccu.ts mo. bris



12 MANUFACTURING ND ENGINEERING

Exercises'12.1 Finda word in the t€xt opposite hat matches achdefinition below The words appear n ord€r.

1 (tuvo ardl na].ua ubnances, elore eing made ntosomernrn9..

2 rcdsubstancehdt orms n meta when getsold or wet

12.4 Match hre€ verbs one rom each column)witha similar meaning. hey are alltypical activiti€s f anen9rneer.

manag-o

establsh

exdmin€- carry utsup€tuse -qo oue, wolkng cass . . . .

4 organizdtionshat repres€nt he work€rs n a padicularindustry

5 r o r o d e ' F r o J g o b P L . e f . l6 a the €ms n one partic ar aceistock

put ogether

get d ofbe n charqe f

we qn p7 . I the hings hat a paaricularublect eals ith; range

8 nformationhat has b€en €parated nto d fferent roups

Now do lhe same or the words n 'Typesof engineering'opposite.9 wa s blilt across rver o create lake

10 m.ch es r oos hat o a specaljob NOT'equipmenl ')

11 the pfocess f getling r d of someth ng

12 fixed rm y and deeply n lometh ng e se

worKng oroer

In genefal, are the v€ rbs in th€ thi rd column more {ormal

12.5 Complet€ he text with the words in the box.

2 wel pad3 heavy

5 contin o s6 wide7 residental8 consistent

12.2 Make phrases y matching n item rom ea.h

chan for many ar parts. nd he bqgest orge n the worldis Bharat orge. n Pune, nda

The ompany as olnded n 1961, nd n the earlydecades a ned a repltation or qua ty andThen, 1988, t spent huge

- rt3 he rrn step n he slppy

- . , - . . hrecrGerman-enq eered ant. Along wlth th s investmeni n

^ { m- . . . a f p o w e .Tradltionally,haf.tForge .d employed pooryeducatedt . ort ôd 'r s-anFo epd( tg t-e.rwth white-co arcollege radlates.

When he outsourdng ave the uto parts ndustrynrhe 1990s, h..aB ".w pla_r âsand cady o compete.

Morc ccently,t has bequn straiegy f acquisitions nEurcpe nd China. \,{ostf itsproduction stil ln nd a,with ts 7 ................. . . and ow abour osts, utthe addition fsmallplants earer o the custornereducessupplyhain - . . - , . . . . .

see page 147 or some discussion opics.

job (proiecied y un ontindustryeg steel)concepts of a philosophy)produclon methods indultry)qua ty(of ndustal producttmprovemenl='kaizen')scope of a subject r actvity)buldingsin vilenqineering)

12.3 t,nderline he corre<t words n itali<s.1 Mach es, specia y arge nes, e ca ed equipnent

machnery; the oole,machines nd clothes, tc hat youneed or a partic r ob areca ed equipment ma.hinery.

2 A series f actons h.t have pa(icu r resllt s a processproceduret wayof doinq omethinq, speciay he corrector usua way, s a proce$ p/ocedure.

3 Us€less aiefals nd parls hat are eft afi€r6 processfinshed re called oliuilo/rwaife;damage al]sedo iheenvironment y urmfLrlchemicalss called ol/utio, waste.

A lorge s a place heremetal s heated nd hen poured

e@nomies f scale nould rellability tisktun upgtade up and tunnlng wo*tarce

Production nd operations 2



@,*o"afactoryStudy ihe diagrm of m automobile plmt nd the notes that explain what is happening in the ditrerentdeas- It is based loosely on the Volvo Trucls plmt in Gothenbug Sweden, md some of rhe vo€abdarybelow is speciJic o the automobile industry. (Check in a dictionary if necessary) The assembly line staitson rhe left fld moves io the right, md veious assembly statlons along the line are shoM by small sqrares

i. Goo& reception: rcm heE [email protected] good aredinributed throuqhout the factory. Traropon othe statiohs ak* place either by forklift truc& oron conpute.cont.olled utonated @rie6thatfollowmaondi. raik hidden nthefler

2, Storaqe area: parls .ndcomponente hat dont 9o diE<ilyto th. a$embly line are storedhere. Jbe.e ir no ne.d for a brgewareholR a ,urtnn.Tinemethod5 me.n thar there is verylinle inlentory in the pla.t.

a. this ir wheE the Gbs (= the front pan of thettuck whee the drirer 5tu) are deliv€r€d,they arive on a daily hedule on likealltheother comro.e.b Hee items euch ae he @bare Nered down usinq erhe.d.ran6. andthe ntte6 hake sure har they dock(= oin tosdher) coredry. rhe/re secured nolace with bolls 6nd nute. smaller [email protected]€ .tta.h€d with s.res. The itteR h.w .range r 5panne6 AmEwenchet to help

7. othe. components eq plpes, alvetwning, nkr tyret are.t€ch€d atdifie.€nr ttations down the llne by teamsof skill.d tittes. At the end ol ewrystation here 6.n intomation bo.rdrelling he ineu howrh€y'rc oinqtidewi4, and h@many unibstilir€main o be built duringthe.udent

i0. fin.r.a,6lled The o.sn,Ga rel.xation Ea for workeE.It hsegreen lantt nd ven re.s,

l.crori.'.a 3oppl.n.nr.dwith vadou <omponen$.

e.glnc fiansmi$ion ..daxl6 are all oined o the

3. This s he rtlrt of the

backbone f the ruck(= he cha$is) re poduced

4. The engine are oined tothe ftansmlsaon yrtems at

delivered tully tened -

This particular factory is a very modem fac ity md rhefinished hucks ar€ tailored to specific customei orders. lfthere arc no problens the plani can achie\€ very high levelsof ituoughput perhaps 200 bucks .oling off the line every

However sometimes the lire h6 io stop md the machineryis idle. Of couse the mchinery i.s designed for healT use,

bur lherc h tll dlwdy5be some sea and leal Asimp ernechanical fault may be easy io fix, bui if a key piece ofequipment is out of order then ifs a very senous problem.Delays are very expensive, particularly when there is a tuI]

order book and the plant is working at maximum capaciryThe system rclies on regda. mainienance so that downtime

0



Exercises

2 people who put togeth€r of fepair machine r equipment

13.1 Finda word in the text opposite hat matches achdefinition below. The words appear n order

1 large actory here n ndustrial rocess appens

(tnforma, sufiix = etters t the end of a word) usedwith many ouns nd adjectiveso mean Speaking f or'referringto 'perod of work ime n a place here ome eopleworkduring he day and someworkat n ght

Howbig s the steel af?It's100centimetresl by 15 centirnetresw by1ocentmetres:hl'm sorry he noise n he actory s veryoudl Didyousaythdt he a s 100 centirnetres?Yes, nd he 5w is 15 and he 6h is 10.OK, hat means hat he arca f the 7cr150% e cenlimetres.That'sght.

13 INSIDEA FACTORY

ed up o the nearen iograrn.

5 d fferences etween h ngs hat should be the same

6 a buiding used or a partcuiar urpose

7 made pecia for someone's artcular eed

8 the amoLrnt f work hat s done n a pa icular eriod ft m e

1 0

I

8:

B :

8 : t t ' qw s 82 kq, or

91 0

/phrasal.e/b aovrng sr-.adily rr

lsed a ot12 the period f timewhen a machine snt working

13.2 Study he language ox below' t shows anguage

tor describing bjectr n a fa<tory Check ny unknownwords n a dictionary

not being sed machines r factoriet(threewords) amage h ch happens hen somethings

13.3 Study he language ox below. t shows anguagefor des<ribing roblems nd adjustments n a factoryCheck ny unknown words n a dictionary

A balt has wo*ed bose.A

blade has snapped ff.Ihe sctews have cane loose.

The ever has anmed.

The paftshare run aut.lts ength width / height depth thickness s 30 cmIts 30 cn long wide high deep thickIts2 m longby 1.5m wideby 1.2 m high.The pipeb 75 cm )n diametelThe area af the cross-se<lian s 4 square metresThe volune (capaciv s 8 cubic metrcs.It weighs2A kg - rounded up ta the nearcst ilogran.lE wetght s 20 kg.

We need a dismantle he unit.Canwe lengthen shorten widen tighten laosen t?Gn we speed t up? Can we slow t dawn?|t's wotking OK, but now we need a reset he machines.

shapes1r5 ldt (ulad. sqrat., tKula,kaund). c<1anquld.cylindrical, +haped, haped ike he ettet L.

Covef he language ox above with a pie<e f paper.Now ook at the diagram at the top ol the next .olumnand ill in the missing etters n the dialogue below.

Now match hese verbs with the delinitions below: bu6t,be amned, run out seize up, tnap off, wotk loose.1 not have any more eft2 break ofi with a short oud nos€3 break pen udden4 become not firmly xed5 no onger ork b€cause ometh q 5 nopping he parts

6 suddenly topworking

see page 147 or tome discussion opics.

Production nd opefations 3l



Procurement and purchasing

Procurement or purchasing?The hord 'pro.uremen' nean. f in d,n6 -d p-rchr. .1Bsupplies or equipment, espe.ialty hings h6tare difficulftoget'. The woid 'purchasing iside that definition is a formal

woid foi'buying'. The ob iitle 'purchasing manager'isstill used, altholgh these days his person might be called a'supply chain man.ger'and have broader esponsibilitics osoucing, logistics, etc.

ProcurementProcurcmcnt s a crucial unction n business it's p.obablythe a.ea wlt.€ cost savings can be made most easily.

i Fnldhg suppliers: ou may make direct contaci ithpotentialsupplicrs, o you may lse publ ic adlertising inthe fom of a Rcquest or lnfomation (RFl),a Reqlest orQroiation (RIrQ), r a Reqrest or Proposal Gr-P).

I Baclground rcscarch:once number ofpossible slppliershave been ound, you need u discoler more nformationabort thci r product quality and also hcir track recardfd insiallation, mainten.nce and warranties. You mayexamnlc product samples nd perhaps arrv out some

Negotiation: ou ncgotiate price, availability,customizatim possibilitics, elivery schedules, tc.A contr.ct is dr.wn up. ulfilmcni: ihc supplier prepares, hips and dclivrrs iheprcduci. Any nlstallaiion and training s carned out.

We often think of procurem€ni nr a manufaciuring coniext,invohing all ih. items hat go to make up the finishedp.oduci (ie raw materjals, ompon€nis nd parts). But iihappens 'r every business, nd includes he purchase tn wide l'ariety of goods and serlices f.on low valueitems ike officesupplics o compler and costly ietus ike

Proclrement s the area of business most open b co.ruption:.ilher a backhander rom a supplier o a manage. as a thankyou for being chosen, r.ollusion between he two to falsifypri.es, qualjty evels, et.. The EU has a very st icisystem of

.ompetitive tendering = biddjng) io avoid these problems,aDd many companies lso operate a three L'ay check ofpapemork. This nvolves all invoices and deh'eries beingverified by a purchasing managea he accomts payabledepa ment md the plant manager

Global sourcingThe related tem 'sourcing' neans 'finding and e\-atuatintsupplierJ.'Outsourcing' s subcontra.tj ng $'ork to cxtcmaLcompanies.If hese exiemai companies re n &oth er

comio, then tt 'global sou.dng' (or 'ofishoring').Clobai so{rcinlj s conboveGial ecause fiis impact onjobs- a lalge number orproduction and back-ofiiccj obs re ostonshore. However, f the company bccones norc succcssfulas a lesultof its ower costs, hen ne{ jobs (eg n salcs,markethg, onsulting, projectmanagcment) an bc crcatedonshole. And certain obs are nearlv.lways belter donc bvonshole staff those equiring creativityand flcxiblc hinknlt.Offshorc omte.parts end to rigorousLy ollow instruction s.TM reccnt rcnds n global sorrcing havc beenl

The mov.m.nt offshore of lT{triven setuice ec(rs likebanking,

cl.communications nd nedja(ie

notjust

Ne.l.shoring aiher han offsho.ing, or lcasons ofpoliticalprcssurc, igh fuel costs, ogisiics and mnnagcment

Drawba(ks

CompLexityfcommunications etweenpeople

f differentcuttures ispersed roundthe wortd

fxtra transportition osts(ojl prices ffectshipping

:osis)Extra osts eg ravetand iving expenses) oroffshore orkers isiting

Issues f securiw f dataand privacywhen othercompanies et nvotved

Global ourcingBenefits

Big eductionn labourcosts

SuperioreMce evets(eg 24-hour upport)Abilityo undertakesmaLterprevjousLyunprofitabte)jeces f

Improved ccess o skitts

Synergy rom workingwith a partner(eg a transformation f

businessrocesses

rjsingfromnew deas nd newways f wo*ing)

2



Exercises'14.1 Find a word in the text opposite that matches ea<hd€finition below. The words appea r in od€r.

1 a wr ften nai€m€nt of €xactly ow much money

,I4 PROCUREMENT ND PURCHASING

'14.4 Complet€ he words by adding a pr€position t thebesinning as a prefix).Ina business ontext. e can use he word snoTe omean'in from another ountry', h€ word'? shore o mean'in

/frcm vourown country', nd he word shore orcfer o a country hat s geograoh al clos€ o yourown,orto a regon or yourown country

somelhing w con

2 tuvo ward) ar oraanization3 uccesses nd ailures vertime34

8

9

extended er ods of iestingsuppying he things hai hav€ been ord€r€d

money hat you pay legally.nd secretyto get somethingoone; Droesecr-at ctvitiesof peope who work iog€ther o dosom€th ng d shonen(forma, procels of nvting suppliers o bid or a contract

Now do the same or the words n 'Globalsourcinq'

documentsor goods r workdone

ihe nternal operalion of an ofganizatlon haiare not accessib€ r vsib e to the gen€ral ub c 14.5 Study he words n lists A-E. Check ny unknown

words n a didionary Then answer he questions elow.

A ro give somebody),sk or, get, pr€par€,providesomebody ith). ubmit, ccept

R r^ draw up, male, accept, onsder,- -- pul forward, udrne, etect, ubrn

c to nvrte, id or,put sornething lt to,announce, uom[,pu n, awarc,wn

key, xterna, rge. oregn, eading,D a /.n major. utside, ver9eas, rnc pa

offshore

E a / an lengthy, nguccessfLil.rotracted,lruites9, rolonqed, nprodLrcte

11 extra ffects hen people r businesses ornbine nd workIOgetner

12 disadvantages

14.2 Complete he sentences ith the most appropriateword from the box.I

estinate prcposal quatationlquote tendel

1 lf you ellsomeone ow much Jobwil con, and yorlrnityoursef o that amount, hen yougive hema / an

f yoLJelisomeone ow much ob wil cost, ut youreservehe right o change he arnount eg f circumstanceschange r the work akes onger han expected),hen yougive hem anlfyouproduce forma p an or a more omplex rolect,te ing he clstomer ow youwill carryt out and how much

10 start o do a piece f work

it w lcost, hen oumake anlfyoudo he same s n #3, but n response o apLrbllc vtatjon o bid or thejob, and n compeiitonwth other inr ar companles,hen you put n a / an

14.3 Complete he simplifi ed explanation below withthese words: sourci'fg, procurcment, pwchasing.

listA, based n wh€th€r he suppler r

(a) ender

suppler

negotaton

1 Div e he words n

1" qroup:

Divide he wods in listB,based n whether he suppler r

Divide he words n In C, based n whether he supp er or

1' ' groupl2'" gro p:D vide he words n kt D, based n the mean ng.l i group:

5 Divide he

2'" group:

words n ist E, based n the mean ng.

see pag€ 147 or some diicussion opi.s.




Supply <hain management and logistics

What is the sqpply chain?The srpdv clrain s the florr ofparts and ra$.m.terials tromthcir point of origil to the ractor gntes, hen thtuugh thefactorv as work nlpro.ess, and iinail olr oi the f.cnrr as

iinish.d goods o bc deh.ered b ihc lhal customerA modern manuracluriig ope,iti.D nighi hile hhdr€dsot suppliers prcridile differ-Ant irts and.on\urents, indeach of these supplicrs q'ill n1 m h.n. their o\I srpflie6pfoyidinq imflcrpir ts , , 'a$ nrnicr ials , . ic }is ,s thelpsirea,n enll of lhc supph..hanr Snnilarl\; lre do\rstre.n1cnd of the chinr might.onsist of dislritr toF, nhltiplec noDrers, et., ind ill nr\ ol\e bitch.s of goods benrilshit}.d it dlfffr.ni linres o diffcrcnl placcs

Supply chain managementlluring ih. ilholc pir,..ss, fronr beginnifg t() cnd. inrcnr(Bi r ' | . r l s . r n d t o o ( 1 5 ) c .ds l o b s n n c ( l r n $ r. h o u s L ' st f d d i s l r i b t i ( n r c $ t . c s . r t h o n h n n s f o i t c d n s r L . L \ 1 . dA l l o l i h s i n v ol r e s r h . : c i D ( t r n l o t c o m f u l c n z . di f n ) r n . l j o n . r h \ r l t h c l o c n t i ( n r f i n r u l o r \ t j t s . \ f . . r.d. r r i \ n l i o r ' . r l l h . n . \ t f o i r l , e l ( . I h r s i f i ( n n r i t n nr h i s l ( ) t r.s r. ' , . r 1 r. h s s n r. r n d i t t . f . f l . ( n r f . n i . \ n n d I I n c h l o , l s :s t t ( r s , .us t ( rn . r s , l h i p . | 1 \ l ( i 8 i s t i ( \ f ro \ k i ( r s n n d t h e. r \ i r r t , r ' l L L rr ' l s c l t . I h c . D n n g e n r e f t o l t h i \ n l o D D l r r \. r l l i ( i i l l o l h . s . . . s s ( i i ( h e h s i n e s s

I n( rotnl)tf Yu) ol log?\l)(.r

50, supph ch.rlr nnnagemeni SC\I) nakes suie t] t rherisht items are I the right placc at the right time.nd nl therlght quantitics. There are ofroursc rvider str.tegi. issues:

Ho$ man\ supplie6 should thcre be? And where?

i\ihere should he ptull,cti(nr iacjlities, distflbutron.enbes an.l rlrehoGes be ocatcdll\'hat distribution channels hould be sedllVhi.h logistics omp.nies shoul({ e used, both (p*ream.nd l.nvnstrenni?Ho\ (an 1T be $ed b ifteg.nt. ill the pro.esses, rkethetu nrcr. cfli.ient, fl:g rf poicntirlbottlenecks, gi e.lerr signils oi deNrnd do$nstr.nn. etc?II(nr is( ish l lo$ nnd pi\hent io. l l the part les nvolvedin the n,tph chnin .ing to bc nnuged?

Ih. . lm oi SCNI s o.olhbor.r t t , i th . l l lhc supplv hainpir incr \ n , in\ro\ . lhc is ibi l i tv nd clo. i tv oi invcniorv

LogisticsI h c $ o d l o i j i s i i . s ' r c i . s to t ] l p r.c t c . l i s s . s s u r o r n d i f Bt r n n s p o r t i t i ( D , $ r r c h o u s i f g i n ( l i n r ( n n ) N n i . r n i B c n r. f .\ \ ' l r c r c h . r. l s r n e \ l . r u l l o . s i t ' \ n r, ( o r l ( s s ns \ n o n l D f(n SCfvl , u l i l . . r n L n r h . r r r. f r n l | m . r L i ) . u s ,

it.lling Dr.iieri.rls r..r sit. r\ lo sitr ll ifsld. .r .omp.ny .r tLliiiircnl sriges ol thf Lrusircss fn).ess lhf trrn loljisti.s'r \ . r l { i r $ f d n r n . r l k r. o n p r r i . s w h c r e f p l y . h . r i nNrnrg.nrrt seefrs nn) Srrn(l

I r i , n ( n r r \ r r d k f i a l s h r n ( l l i r g I i i r k rhc t ] . r0 r r : g (nxls fcp l . r. , l { r ' t ) r l l c r s n{ l n ^ . ,1 , r r , n r l ,n , L n l i l i o l , . l s .

l i , t ro l \ . \ i , t rc r ) , \ r i l r a g . u u , r i r o . , r ' s rng c us i , , s T.T I i r n r h r l ( 1 rhc rb i l i s r, d . r k i r ( . t r ) \ n r f u n s i r.

l r i . ' \ J I , , , - , r , i ' . , I r , |" | ' ' | , , , I r . i r i . . . t i . r , - , ,

{ r l ' $ p u r. h r \ i n g , t r d p h l r I u l . rg . n r r.

l r i t r r , , l r. sr c l , o n l o l n r c x t r s o l u r r ' \ t x n r : r n . ( , r i n g \ I l a : i a lc.r-9,, rnln,e\)i {r'r (rLjdr onrnrerl {ar k..l op .D ftrp .l. r c h o r l t ,) r ' o i . l ( u n \ , o . r r . L \ \ s i r h n i l . N ) j i i l ( | \ ingN rg o n s ' I i e i g h t . r N ) .

. I t i n r o h c s ( l e . i \ n , r r r l r. t h e r o r n o t r o r s . i t l , ' r { rpar$ logisLic\ l,unl.f (ilPL). These (rnpr.n s pnnj.k.nt.gnred pi.k-rDd-pa.k- rearhousilg and.lis|iburn .th.r can al$ a.t xs fonrar.ling igen$ r) handlc \hifpn,g

{u

i, lt iD\olves ,doidiit{ irenr\ fiun onc Dexns ol taDspoia n d l o . l n , g o n i o a r o d , e r ' lh n . a D b e d . d i s L r i b u L i o n..r e of a \{f.ho \e. Tl,e.c rf. rlrrc. posibir' es:

H u b a n d s p o k e c o r s o l i d a t i o n D e c o n s o l i d a t j o n

l1 r t r (n\( b,nh nrburntr lnd(n,r | l r ' r r l g , rn l \ .

E>I r i , , c1n , l t \R l r N c l ( ) s ( r i ( s ( n ,\ rhcn goo(l \ . r lurDc{l ) rh .mrnull .Lu.r ( thd lreuu*, (n.Ntonlel l cluD{. o. ofe|\kl'li.rli n l r n k r \ r r i h . . c r a i l e B . o r o u r l ^ r c dmo.lur(lin: rhar .rtr ,r) 1(rrg.r \.lll.

tr'lat-pr.tt aG A nxetf oi {.aLl.lb r c l q n t n a . . e t . rpme. l J / ..e.talla.atian ..nbinetli.taaneantl then ofted 1.t l.tgpt shtDnent.leli@ty a. raiet|) l.t e.onant afat detnnatbns t1.'span

: i @ . " @

-rt'l'l\.ll]tll



Exercises'15.1 Find a word in the text opposite that matches eachdefinition below. Th€ words aDDear n order.

I dt an ean r stage n a process

3 groups f things hat are made or dealtwith) ogether

5

7 (phrasal erb) aw atent on to something

Ineg ornrng ut of it

l . 9e bJi ld .ng\ 'o ' ro r iq good\ftwo n?ords) u d ngs rsed or ihe srorage i goods whichw l ldrprbF ,hipp€d o.prd ourer:(fau wor.ls) exretnal tr'Tlt that prov de specialistservces uch as ransportatio n nd warehousing

t 7

t 8

8 d€lays n one stage i a processhat make he whoeprocessake onger

Now do the same or the words n 'The complexity flogisti(s'opposite.9 coming owards r arriving t (ega factory r airport)

10 fforma,goods or sa e11 taking oods ffa veh le12 fthree rordi) he design f the

wheel, th a central af t nd

13 f at wooden tructLir-.s sed or moving r stoinq heawgoods

14 (twowords) ehices w th specialequipment t the rcntfor ift nq a,rd rov19 êavy btefls

l5 follow he progfess f16 (phrcsai etb) nanged ntoa neat pie

back seciions f irucks hat can be separated, nd areused or cary ng heavl, bjectsprocess f siariing with a arge quantty of goods,sort ng them a(cording o d ffereft deninations, ndihen re-packaqing hem wth new shipp n9 iabes

1s.2 Read he definitions nd omplete he exampleswith one of th€se wordst.argo, rcight.1 goods arried y sh p or alrcraft + ofl

Ev.a"..lple:shipcarrying ot ail2 qoods arried y sh p, ra n or a rcraft; he system f movlng

rnese ooosExaraple: ...................................servltes

15.3 Make phrar$ by matching n item rom each

aqentqoo0s

s pp v ----\2 f nished \

3 f na4 logistics5 d nr bulion6 forward ng

15 SUPPLY HAIN MANAGEMENT AND LOGISTICS

15.4 Complete h€ text about ogistics sing he wordsin the box.

balancing ensuting forecasting handling

seleding watehoustng

at the ght ime.

Demand' and planningDetermininghe quantty f goods hat need o be ordercd

'Logistic 'isa tem that s used n many iffercnt ays.Usinq broad efinition t can nclude l of the ollowing:

the ight product sat th€ ght pace

Inventorymanagement nd materialsKeep g he supply ha n lowinq,with no boltenecks, y" rhe uarrty ' r(e '1s ro e 'entlocatons nd difi€rent tages the process.

Communication e(hnologythe orqanrzatrono rlssuppliers

with T, or exampleo prov e nlormaton bouidemandpatterns o facilrtateust- -Time e very.

Transportation6 the ben means l iransportation(ieair, ail, hip, ruck).

Pufthasing

:*L '

-ffi

withsupp ers bout price, va ab ity,

Locating nd designingacilties hat alow efficient torageand distribution

Alltheabove ctivities ust be coord ated ropery.hevitablythere ill be rade-offs ess f one hing andmore f something ls€ in ord€r o achieve he best

see page 147 or some discussion opi(s.::=-;-4-

l i i i r##il,v

,1b,rJ,t bt $e bB naw, "

Pfodudion and operaiions 35



@ .*" productionThe Toyota Production System (TPS)TPS s the basis of modem manufactuing. It was developedat Toyota at the end of the 70s and during the 80s, but is nowused right acrcss ndsiry T"S focuses on two thinSs: adding

value and eliminating waste. Value is defined as any itemor fealu.e for which a cstomer is willing to pay- Anythingelse s waste and has obe removed. TPSidentifies even

1 Overproduction: ploducing too much, or too soorL or tooquicl l ) . O\erproduct ion \ mitumr/ed y usrnga 'puU'system; this meam ihat work isn't performed unless thepart is required downstream so in the end produ€ts aremade only as a dirst result ofcustomer activiry.Materials handling: nside and outside he plant-

-t Movement; performing ask manually har €ould be

?, Waiting: die time between work stations along he

5 Over processingr oinS more than the customer equjredor is willing to pay for

tj Inv€ntoryrexceeding ne-piece low. One'piece now (alsokflown as continuous flow') is when iems are processedone ata timc and then moved directly to the next pro.ess.

i Defecis: ework, repan, or waste n its simplest orm.Defecis are igorously analyzed o make sure hat theydon't happcn again ie error-proofing' the system).

Just-ln-Time JlT)In is a closely related concept. Here, paits and componentsare delivered orny as they're needed: at ihe iight time, inthe righl domts and in ihe ight *quence. Delivery to lhefactory gate should be Jn, as should delivery to individualwork stations on the assembly line. The aim of IIT are:minimizing inventory produong item at a rate set bythe customei, eliminating any urnecessary lead time, mdgeneraly optimizing the flow of materials from supp[ersthrough prcduciion and up to the point of sale of the

A1lof these deas are r€cycled n the modem concepi of'leanproduction' (lean = with litde fat). A lean manuliacturer sconstantly tryin8 to leduce manpo'vet materials, money,machines, ime, space, mjstakes nd effort.

KaizenBehind all the techniques escribed bove ies he dea of'kaizen'. This is rapanese or'confinuous mprovement'- making hangcs i | smnll . ncremental i rep>. l i r i r jeerasbeing done through teamwork, peruonal iscipline andrnvolving workcrs drrectly n the procesr of improvin8quality. Apractical mpiementation f ka'zen s'the fiveS'approach o workplace organization. €ebelow This sderiv€d from five Japan€se ords beginninS wiih 'S', andEnglish hanslations ave tried io find five S' words.

52: Set ln Orderarrang€ verythrn9in a neat, idy nd

53. ShrreOnce he workarea asbeen oned nd set n

order, lean t up so hateverythinghinesl leanthe area tsell, swellas

equipment nd ools.

54: StandardizeCreate lear, mple and

v sualstandardsor51-53Example : shadows n work

surf.ces nd nside iorage oxesshowwhich ools hould e where.Example : a re-order ard called'kanban) s attached o an iem and

pa(ed somewhere fter he temis used. his ives vsuasignal hen a new tern

is needed.

S1: SortReview verything

separarng nai rsneeded rom whai snot. Remove nyth q Pdnciple: place or

everything, nd eveMhing n|t5p|ace

Key deas: iscipline, implicity,pride, tandardizationnd

repeatability

55. sustarn

and mprove 1-54.

6



16 IEAN PRODUCTION

Exercises' 6.1 Find a word in thetext opposite that matches each :6.: Fill in the gaps with a different form of the word

I r oaord i -" ^f"-r a -dcf -e r(- ô.rgo. b"r1g plural) , erb or adject ive.definitionbelow. The words aooear n order. in brackets. he new form may be a noun (singular r

r r d . i , r Lo ^ " r o ^ l p . h , q . - : d "

4 m a k r n q o m € t h n g a q a n 2 l i i s rnport .n o male deta ed5lrynqtoavod(orprotectaqann)futuremstakes ( .na yze) f wh ch ems and eatLrres ddva e , and wh ch

don There no po nt mak nq6 taken o a place eq house, ffce, actory) nd g ven o (mprove) the lnomer n t \ , ing o pay or hem

I n . bad y rln fartory. m.ny proc€ies are

sed

2 the cont nuous novemen t l something

7 (rwo worctl time that mln be a owed or .omp et on ofar operal on or process

8 a lhe workers hat are needed o do a p.rticular ind oi 4 w th lll

I TPS as had a b q mpacl n ( ndlstry)processes

n mafy secroE or rne(econom,:) eneraly, t has made manlfactur g rnuch

(\,v.ste) fd eve s of invenlory r€

(de ver) o the fdctory qate or(assemb ) ne rs ndde on y wlren

Now do the same or th e wo rds in The five Ss opposite. 1 . it Comp ete th€ text about the 'Theory of constra nts'10 hdve bright , t t ractNe ppear.ncer rocluceor el€cl) with the words n the box.

r g n r

9 Increas g gradua

8 clean ]p

1 0 h a n d

I 1 th ngs hdt you ho d n your hand and use () o

12 (two wotds) anra nets where h ngs are kept unlrl hey re

15.2 Make phrases by matchi ng an item {rom each

I add wane (irom a process)2 be w rno . 1a L m.nua vr3 delv€r val le to prod . t )

bartlene(k btan.h .ustamrze.l shape straightrub-,rsr€mbrer ynchrannatian

t t , l + t l - - tt t l , l t a tt r t t t t t t

The'Th€oryf connraintsTOC) anoiher pproachomarntai. g ow in prodLr(ton constra f 5 a

Ln syslem something hat n tsp o o r o r o . o J q d ' a f ( l e ' o 1 o 9 , " . O C d . a " , r r , " a r o " o r ' b e o l a ' r r

5 make ure 1o p.y or someth 9 ayo 1s, where h€ productron nes nsde the plant are

9 errorproot m.t€ralr nsrde plano line The onstra t s smpyiire

someth g doesn happen gain arranged the

nventoryus,nq T) the alphabet , A, V and T)

the ow ol mare.alq ls inq T) An -panl s the s mp est Here. he work s done n d

the equ pment o hat l sh nes soweEt perat iona synem by rlgorols analys Next s an A-ptant Manya kanb'n cdrd o an (em

converge or a f na assemb . Here, he prob em s' , withconverqLnq esarvnq

Wih a V pl .nt , one dw mat€ra s made nto many naprodLrds. ere h€ pfoblems ccur mmed tey.f ter hedivergen(e oint any operaton along one" ol rhe V c an rob (= srea mdreralme.nt for lhe olher bfan.h.

Fina y, we have a Tpant A nLrmber f baslc units ar€produced n . ne and then 7 at theend. here s a wide vari€ty f fin. producis Th s type ofplant comb nes he problems f rnorr of the othe6

see page 147 or 50me discussion opics .

Procludion nd oPerat iots 37

Ao

T[€t

Io

o

[o

BrI,LACDTOOLS {}' tDlt IJSD



@ o"",,oWhat is quality?The word 'quality' has m everyday rneaning ihat has to dowith features, eliability,performance, urabiljty, aesthetics,value for roney and conJormance o requi.ements. It has

more specific freanings, palticulaily those in the next few

Quality cohtrol and quality assuranceQuality controi is aboui detecting defects after they happen.It invoives random samplirlg, spot check, inspechon and

Qualiiy a$urance s abouiprcvent ion rathe hm detection.lf a failure happens, hen t's isolated, he causes reanalyzed, nd there s a redesign of the process r of thcPrrlc to InJlc \urp ir doe-r r hdppcn agan Thc drm rs erodefccts, o Bet hings riBht fi.st time.

Quality managem€ntTotal quality management TQM)is a philosophy hatwas very popul.r in the 1980s nd 90s. t aims to put anawarercss ofqualiiy ai the heart of all organizationalprocesscs cg cusiome. service) nd notjust production.It puts an cmphasis on a coniinual ncrease n customersalisfaction ombin€d with lowering costs by eliminatinSwastc. 1t s similar n rnany ways to ihe 'deas discussedin uniis 15-16:SCM, Toyota Prcduction System, eanManuficiuring, kaizen, etc.

European Foundation or QualityManagementThis organizalion as aken h e de.s of quality managementand is kying to apply them to allorSanization s, ncludingthose n the service ector and public sectoi It has afranework for ass essing nd improving organizations hatis based on eisht concepts fexcellence: esults orientation,custoner focus, eadership nd consiancy fpurpose(ie benrg aithful to aims and obje.tives) , management yprocesses nd facts, people development nd involvcment,continuous mprovemeni and nnovation, partnershipde\

e-upmFnt. d corpor.rreocidl

Fsponsibiliry.A variety of approachesAs can be seen, ualiry s a topic that occurs under iheumbreUa of many differcnt philosophies. This is goodnews for the alrny of coNultmts called in to explain andimplement ihe latest mmagement fad. But certain things arecommon o all ihe apprcaches: easuring and systernatizi ngprocesses; educing lariatior defects and cycle iimes; andemployee involvement md teamwork.The differences beiween the approaches (and others noimentioned aboee, ike Six Sigma) are related to which tools,

chsklists, measuremenis md training they lrse.

Quality snt fr€e it comes with a cosr But f mere are noquality rocedur€s,then he cost s much hiSher: ontinuinSprobl€ms ith he product, oss f confid€nce n the brand,and Gwer sal€s as a resulL Here are just some of the waystnat compani€s av€ o spend mon€y and dme to ensure

Engineers ave o spend me wth marketersdwng the development f new products ofacilitatees n-lor-manlfacturchere haveto be supplie. apab ty surveys o make urethat suppliers an achievehe qualty eves hatthey carm.The.e ave o be regLrr meet ngs,ed--"L,or .o ra,l , ig rbo r qLdhr/ p o.e . e ' r

The company as o inspectmateral,materia

hat s beingfn shed producl.There s asoanc serwcrng ny eq 'rPmentand cnng.

and etr Incomrng

the cost of buyingused or meas dng

There maybe scrap, ewo.k e,nspectonre-ten ng, tc. lhese ontinue t a h gh evel,then pelnapr here will be a fundamental eviewot supp ers and materias.

'wTime s needed o process ustomer ompaints,to process unomer eturns o dea wthwaranty clams and o hande prodLrctccalls.

8



I7 QUAIITY

Exercises'17.1 Finda word in the text oDoosite hat matches achdefinitionbelow. The words appear n order.

1 thinqs hat a custom€r s particularlyniercned n; selllng

17.3 Make phrases y matching n item rom each

2 a s t n q a n g t m e: ffhree iordr) eing imlar o what customers xpect

4 t.frng occasion. ma qudntrnesor testing

(haowords) xamin g a process udden ,withoutwarn gmdteralr hat are eft after process nd have o use

7 set of ideas r rules n which dec ions rebased

8 (twa wofds) n enphasis n ach vempnts, specialLyales

2 spot

3 zerc4 right5 results

8 cycle9 warranty

10 product

lilst me

samplinq

tir.e

17.4 complete ea(h definition below with a pair ofwords and phras€s) n the box. Each erm n bold iscommonly sed when dis(ussing uality.

conplian.e eltitied puru^"t", r u",y rro^ tn" no^ )nd prcfts9 something hat s popular r fashionabe or a shofi nmeo n y

10 ftwowords) ow ong ariols ctvites ake10complete(e9 one prooucr|of un)

Now do the same or the words n 'Qualitycosis'opposite.11 looking t how easy t is o make new product, ot trst

the eatures

nethadology / elininating defects peienhag€e rbe5ta1a653d:€tk spails the appeatance wan.ntr.lains I inprove quality

neasues / thtoughout buslness predkt / fewer nistakes

Senchmarking measuring ouragainst ther ornpanie5 hat areand hen using he nformationoTolerance s he amount ywh ch

be5lm /ars

before he piece ecomes12

I 3

14 ftwowords) he return f products,or example ecauseth€y're a ty or dangerous

17.2 Fill n the missing etteru. Most of the antwers arcnot in the text.1 lf qlalty is €. y good, hen tt outst ng quality.2 lf qua y is usua good,bul not always,hen ts

vari e qlality.f qualiy sn't as goodas other imilar roducts,hen s

nf rqlality.

lf qualitys bad, hen nnead f saying bad' we oiten sayp r qlarrylfyou make ertain hat somethinq as uallty,hen you

lf yo mprovehe quality f a product, hen youenh ce he quai ty.lfyousrat€ he qua ry hat youwani n an exact nddetaiedway, hen youspe fy the qualry.lfyou egulary atch or check he qualiq/ l somethingof nd out what s happen g. hen you mon or the quality.

fthrcewords) sklng lestons o iind out fyour uppliersreable o meetqua y slandards

m.ierals or sma parts hat are no onger selul

(egsize) an

3 ISO9000 s a set of lnternationaltandards fqua tywithompanresan be aud ed or

one oJ he nandards, nd hen pub cly tate hat hey're' rso9000,Non(onformance 5when a requ ement as not beenmet. t does ot need o be a serous efect, t coud

six sigma s he nam€ f a well-known ua y. t takes highly isc lined pproach

to n manufactLring.he erm'sx

exampe. . . .are aqging dlcatorof qualriy ewer laims mean hat earlier ctons o

are nowworking.A lag' is a delay

between wo ev€nls).See page 1€ for some discussion opics.

slgma' rigina ycomes rornnaiistica.

Keyperformance ndicatorsKPb)

are statsiicalof how wellan orqanizationdolng n partcular r€as. he errn s partru arly ornmonIn p oduclro']"nd opp d ions, ,t i9u{FdLeading ndicators r" \ose hata futureoutcome. orexample, ves of staff atsfactionareoftena leading dcatorof quality. more notvatedworkforce il makelagging ndicators r€ hose hat show a result. or




Sales

What sales hinks about marketingSales onsultanis {ill quicklytell }'ou how fteir job sdifferent o markeiing. They're he ones who hale dnectconiact 'ith the cusrome.s, her,re rhe ones who reallv

know what is goirl8 on in the market, and of course hel"rel l rnonp . wh^ I \ . *r tL the n\(ur in oI - te . r : r l -er, -dcommissions. hc marketing guysjust sitln their offices onfixed salaries, rcaming p fancv promoiions, or rhinking ofncw prodlcts thai later research vill rell ihem no one $ants.tl only the niarkcting guys spokc o ihe sales glys moreofien, he busincss world do so much better.

What qualities does a salespeEon need?A salcsperson eeds o be:

Knowledgeable of Ure usiomer nd tlrcirneeds, f rheProducts eing sold, and ofthe in dusrrv.nd iechni.alarea)

Soles echniguesGene|"ot points

TfI lo idenl / lhe d lle€nt .oles nside companl Who Glhe dec sionmake.?Whose dvce wil they iste . olWhow |cul I be usn8 he p.)dlcr?Trr<€ imc to soc,a ze and bu,ld appol . lhe fljt fesnomcnLs h parl c rr show .lcresr rn rhe clstomci:

Discovering customer needsHrvc bB e.rs and a s.na mourh Ask ors of quesronsL stcn .lvey:locus yo i11ento. on the other pe.sonand ake notes K.owedge of.lsromer needs s a m.Jorcompettve advantage lln as mpola.t as he p.oducrrear €s or Lne Pnce.Che.k nceds by restatng hemRefef o the nfomato. you h.ve co ecr ed hm lghour rhe

Presentirg the best cdseB r d . " . l o ^ o d F o o ^needs, athefthan work ng -om a sffprBe.ear and prcdse ludge he eve olderail rcqu red. an.l

Emphasize enelits ie what a product does how t willmake le better o_the cqstomer) and .or lusr eat .es(e what it s)

u.- e - . . r, . - " iec . o a .1 D. o 'be ,e .LSellthe prce by demonst,-at s va ue fo. mofey (Be,ngcneaP ,?relavrnue.)

Visibl),well prepared, rgdized and well,prescnt ed oinspire confidence n ihe oiher person.Reliable eg iey phone back when they say they aili).llexible (eg iey're able o respond o changinS ustome rneeds

and offer tailor mad€ solutions).Ii is an oldjashioned clicha o think of a frodern salesconsrlt.nt as behaling like soncon€ who s€lls second-handcars. Thesc days an aggiessivc ard sell verv rarely rvorks.Custoncrs rvant to be helpcd to make heir own decisions,not to be pushed before hey'rc ready The bor below givessome dcas or modetu salcs echniq{es.There are a \arietv of meihocls o close he deal: a cli.ecireqresi, a com'nand, a reierencc o an immediite gai., fear,presenting ltcrnatiles, a suhmary and finally sinply anassumption hat he customer s toing io bry (iebehalin8 asif ii's true cycn though he cuskrn.r hasn dchrally aid yes)

D,f icrcntate ,om he .ompe o. wlhol t opcny kno.kng

show how fou. c.rse s tn orcd.B e c " e d o . ' o ^ o l o c - c c . a p , . o , . t o . c a g c . . cgive attentron o detailMrke lolr.:'te belelabe b), efering to some orm ofp,oof a demonst.at . of the p.od .r i me.r on of othcr

satisled lstome-, givn the rcsulte ftesrs and rescarc/-r,unng he powe. or.umbers (cs 00,000 so dr 20 years n

Refe . o ai o .go.g €ato.shrp w rh he cLstom.r:

Hondling objectionsV,ew oblecto.s s a . opporunty theyrc a sgn ofnte,€st a.d are ncvitabe Flrst acknowedge he po nt .

L l e o o J _ o 'sgnncance . tu . . I rn roa Post le .

closingi o o t o . r o r o ,

z z - -.ea.y ready o make a decisionl

The clnome. makes .eference o the p.oduct n se,pehaps wrh an asslmpton n the r way of ta k ng hat

T L - . , o n e ' " ." o o . r ' c e . r ' ' r ' - / o o p F o

a.h eve afte.thet have been sing he prodlct fof some

The clnome. ask afteria es qlestions, e qlenons about



Exercises18.1 Finda wod in the text opposite hat matches achdefinition below The words aroear n order.1 expensve ndcomplicated

Now do th€ same or the wods in 'sales techniques'

3 a r€lationsh in which people ike,undeEtand and respect€ach other

4 fnro words) omething h.t helps our company o better

5 wr ten wods, ke he ones hat actors se

words sed y peope n he same rofessionhat a.ed iicu for oiher people o understandcrticzingaccepi h at something x sl

78

18.2 Mat.h th€ techniques -8 to the sales onsultanrs

1 Respondingo the cunomerb eeds2 Sellng he prce by showing ow t can be dividednto

sma er parts I3 Showing ow a feature as more han one benefit4 Sel n9 1e p'ce by showi^g ow oney can be saved5 Se ng he prce by offering omething xtra:6 Saying ometh g when you're nabe o give tarloFmade

so utionL ,7 Acknowedging noblection l8 checking ndeGtandinq

'BecaLiseyousaid hat iming was mportant, et me akethat pointnext.' 'Yousa d earLie.hishad o be cost'effect e , o . , , ''ls that c e. r?' 'Would t be usetu o give ou moredetail?''Thi5hasmultipe dvantages. ' / 'Thisil lalsornproveoure x s t i n g . . . ''Yo know t would ost a ot of money o do t that way,and youwould ose he exceptionalalue or money hatyou?e ett ng here.''Yo get hisplus h s.'

'Yo can spread he costs ver ..' / 'Theuse an be sharedby different epartments.''ltwill help ou o reduce osts.' 'Thisw lleliminatehe

'Yes,thats cerlainlyomething e need o review' 'Yes,thais a fair point.Let ne give ou some ackqround oexpla why we do t that way.'

1A SALES

18,3 Techniques -7 are all ways of closing a d€al. Matchthe techniques ith the sales onsultant's omm€nts -9.1 Dnect cquest

3 lmmediate a na Fear5 Alternatives l

7 Assumpton'lfyou giveme he go'ahead ow. hen can have t upand unning ilhin a week. 'We have specia ffer his

'We hav€ hem n stock or mmediat€ e very, ut youknow heyte selling €ry ast.' 'Lfyoucan'tgiveme hego-ahead oday, he deliveryme you need 5 going o bedifficult.''Riqht.lets get hisorganized.' 'Letme havewrttenconfirmationssoon s yo can and 'l start he ballrol l ing. ''Shal lwe go aheadT' / 'How Lich o ldyou ike?''Whenshallwe tanT''Areyou more nterested n the egLilar odel r theexecutive odelT' 'Do youwant o schedule his or th smonth r nextmonth?''Yes,I can ee hat his 5going o wofk really ell oryou.'/'OK, fyou h.ve no more uenions, 'l lustget hepapeNork rom mybag.''So,th s solution ives ou someth g hat workswellwthyourexisling quipment,s easy o install, nd g ves ousignificantost avlngs. anwe go ahead?'

18.4 Underline he @rrcct or most ikely) words nitalics.I So, i looks ike hissolltionworkswell or you.Sh. we

ga in frcnt / ga aheadl2 We can have t up and unning up and gaingwithn a

3 ldon't want o knock c,Uc he competition, ut his s amu(h better roduct.

4 This s he actua/ /atestmodel.5 You c ucky it's orsale or iale h s month. We're

runnrng sp€c r promoron.6 Yes, he on€ n he shopwindow s or 5a/e on sa/e yo

7 In he weekbefore hrstmas e usually ee eryhlgh alesvalumes quantities.

8 NorthAmerica ountJ or accaunts or 4AoA forl


Saler and marketing 41



Customer serviceThe phrase customer s€rvice can refer o pre-sales(eg enquiries, uoiations), ales mit 18) dd post-sales eg order pro(ess g, rcturs. complailts.warranty.la ims). The phrasc'cusiomer upport' susuall]' imiied jt$t io posi salesau{orn"r -en 1" . i .e t b-rress ru. l ion f idl bofien overlooked.In an age when nanv compciinggoods and sen'ices re very similar ihc qualii] oicustomer erli.e can rake a big difference. Coodcuslomer servlce an ead to .cpcat busin.ss, {hcrcasunsalisfied ustotuers ell all thcir fricnds. r thc boxoppositc vou will find some ips for tood cusiomcr

Customer elationship management(cRM)

Cusktncr scrvic. oflen makes usc ofCRM softw.,c.This albws ihc comp.ny to provide a unified faceio thc cusioncr regardless f their.hanncl of.onmunicition - ielephorle, nlail, or facc b fac..Thc cuskrmcr ray h.ve ar injtialenquin, an ordctdr a , rcndhcnt o.n order a confnmation fan ordeti cancellation f an oRicr, ar enq iry alrort dclilorydciails, an fic. s.lcs cnquiry nbout sing th. pr()d .t,or. conpl.i'ri Wiih . good CRM svsi.nr i makcs odiff(rrrcc - in o c.y cilsc hc dri.ils willg.t loggcin) ihii inv nlombor of staffcrD imm.diatclv s.. "tcoftl of ih. c.sc.lla ing this nrfnmation nrsiaDtly.v.i1ablo on-scrccn s a huge advanlagc. Whilc lalkingtu a cusbmcr vou knoh, which prcducis hey ha .bought bef.nc, o what v.lue, hor thev paid, etc. Youci'n also see a rccord ofBhich quesinnrs hev hareasked, whether hey h.ve ever ade a .omplaint, andifso how it was rcsolvcd.

Active listeningAkey skill for customer scrvi.e st.ff is actilelistening. This means::i Use he other pe$on's name.

I er he cuslum, p\pl . in rhe -:ue and pav u. , l renl ,^n h le rh"y 'n .feJt InB.D^n t i4 e.rup, .except o. .1) larification questions ndb ) o . a - n n J l b r e f u r r n . r i . - . l - e - e - - n r , r F -show you're lisiening and are on comm on gromd.

,r Make wdtten notes ofley points.' ff there s a pioblen, rcsist he urge o argue,

defend of excuse. pologize sinceiely anda.knowledSe any inconvcnience.aused.

;. If th e conversaiio n s face-lojace, maintain good.re . onr. I dnd dr,ope- body po- . rF ip Fdnifgslightly torvards he oiher person).

* ll customers ave o wait,olfera drink, magazines nd acomfortable hair

* Be fiendly: use narnes, emember references, end ab nhciay ard.

Don't orget your existing ustomers* Ofler hem a bulk purchase scount n the future* Get hem o upgrade heir product

* Evefy ime you ship a product nc ude a flyer catalogue,

P.ov de someth ng kee: coffee, biscuits, ens samples.Alteran expens € pLrrchase,o low Llpwitha quick caljust to check hey e happy.Provide ife tiraemoney-back uaranlee A mostno-one actually eturns products

Rernernber o providean FAO section on your websiteand sa es lrlerature.

Don give cuslomers he run around: l yolt canpersonaly ea wth someth g then tay wth thecustomer hie you hand hem overgracelullyo aco reagueRemember hat Ihe hing hal makes customers moslannoyed s when heyle passed rom person o personon the phone. Take espons i ity.and t you can'l deawiih I, hen say you caLl rem back (Youmay need o

reter I upwards o your supervisor or a dec sion irst )\,4ake pecilic cornmitments: ot. We gel back o youin a coup e ol days, bul 'We I get back o you by spm

spec al offer, etc ns de

Have period promotions or'preferred customers'.Invite ustomers o an event: t cou d be a productdemonslralion r seminar, r I could be a soc a eveni nan ad gallery historic uiding interesllng ocaton.Have requent-buyer rograms, nd mai frequentbuyers witha periodic newsletterAsk your customers ow you can mprove. Usecustomer atisfaction urveys and prov de an incentvefor them o be relurned).

Litirehings hat mare a BIG ditlerence



Exercises19.1 Find a word in the text opposite hat matches achde{initionbelow. The words app€ar n order.1 ente€d as an offical ecord

prcmiseso do sornethrng(twowords) hen youbuysomethinqn aEe amounts

Now do the same or the words n'Customer ervice ipt'

2 (phrcsalveh) skyout oss o dealwithan ssue

3

5 advertsement f announcement rinted n paper;small


'19.3 Complete he s€quence ith lhe worde n the box.

a canplaiht ah nitialenquiry infomationan nvoice with re goodl an otdet the orclel

the payment the Nobbn a guotatan the quotation

1 'olow -p _---\ a rfe-tirneuarantee2 provrde -'- a purchase itha qurck ali3 be passed

5 include6 log7 res st8 acknowledge

any nconvenience ausedthe urce o argtiespecific ommitmentsirom person o persona flyer nside very ackagedetails n a cRtV ystem

receiveshe goods ndpays

t9 cusroMER ERvtcE

19.4 Make phrases y matching n item from each

1 body ----_\ customeE2 channel \ grcund3 (ommon

\information

4 on-scleen -': postures p€fered

6 prc-sales7 bulkpurchase8 money-back9 satisfaction

19.5 Fill n the gaps.1 The wondsgoarantee'and

of commun auon

guaranreeenquiry

'waffanq/'have ery im armeanangs. owever sually as

often annot e extended, s more

a time period hat can be enended nd he word sused n both American nd BinshEnolsh, h-a'eas

common n British nglish, ndcan be usedwith a moreabstrad meaning ike a promise').

2 FAQ tands or Fr

3 lf a customer sks oo o do somethlng ndyouavoidgivinghema definite nswet hen you givethem he| --a_ _d'(infottal).

19.5 Comolete he deflnltlons wlth the words n the box.

= the eeling hata customer

= when customer lways

= nforrnation,dvice r

expectatons expeience feedback layav profjlerequirenenE satisfaction suNey

'I customergets when hey?e happy

buls rom he same ompany2 customer

3 customer

5 customer

criticism, eliberatelyollectedromcustomers r g veninformallyy hem

4 customer = a set of questions ou ask

tofind

out customers' pinions= what a customer ees andremembeE bout he service hevhave eceived

should e reated= how people hink hey

customers ccording o age, lfestyle, ic8 customef = clstomer needs

S€e page 144 or some discussion opics.

Sales nd marketing €



What is a market?The phrase 'the French market' is jEt another way of saying'lhe population of France', but marketing professionals rhinlof a mrket in a more specific way. The whole population of

a comtry cm be broken down into market segm€nts.In a B2C (business to consumer) company, customeF cm bedivided according to:o Demographics: age group, gender ethnicity,

income, oc.uparion. social lass, maritai slatus.. Psychographics: pe$onafity, attitudes, lifestyle.i Geog.aphics: atio.al or r€gionat divisions,

city-centre or suburban customers.i Bercfits looked for by the customer: price, overall value,

sPecific features, mage with peerr eas€-of-use, e(ice, etc.o Current purchasing siruation of the cusiomer: brands used

now how and where purchas€d,how and

when used.

For a B2B (busineEs o business) conpany there may be oth€rfactors. For example, a B2B company needs to know the typ€of c$tomer (eg manufactur€r, relaile.), the industry group ofthe customer (eg toy manufacturer or clothing manufacturer),their slze eg sales olume, number of retail outlets), heownership (ie pfivate or public)/ etc. B2B custoners are lessinterested in image and more hierested h ihings like abilityto me€r changing patterns of demand, consistent quality, Just-ln-Time delivery, etc. They're also reached n very differentways such as lade shows and by kavelling sales eps.

Who should we target?

What is marketing?Mdketing begins wiih 'the fou Ps': produ€t, place,promotion dd pri.e. These combine to form rhe lrEkeiingmix for my one product or serice. Elemenis of'the four Ps'

are shom in the table:

. Features and associated

. Branding (ie productidentity)

. Packaging (eg *rer€ naybe a bag inside a box)

. libel (eg printedon the package)

. Advertising

. Sales promotions (egspecial offers, discounts)

a Retailer

. B2Bdistributor

Extemal actors e8ehsnciry f demand,customer exP€ctahons,competitor's roducts)

(e8profit equired,mark€t hare equired)

once a conpany has decided howto segment the market, it can thendo any one of the following:. Target the mass markel the

comPany tarSets one rarSemarket with a single marketingsbategy This was popular inthe early days of ma*eting(eg consurner products in the50s and 60s), but rew compmiestoday view this option as

Targei multiple segments: here, each segment will haveits own marketing strategy. Most large cosmer productsfirms do this - they offer muliiple products at differentpnce points with different messag6, all within the same

Targei one egmmi: a niche market- The compmy ta4etsa small market, often with just one or two very sp{ialized

Targei individ@l customers with tailormde prcducts:there may be a peEonal dialogue to establish sp{ializ€drequiremenis, or the compmy my us€ data aboutprevious purclEses (eg Amazon's b@k Eommenclabonsbased on what you have previously ordered from theirsite). The lntemet has bem the catalyst for this approach-

As wel as'the ouI Ps', he erm marketing'alsoincludesmarketing strategy. At its simplest, his includes:

. Analyzhg the busin€ss nvironment using market

. D€veloping new products and new mark€is.

. R€spondhg o extemal orc€s: he economy, ctivity ofcompetitors, nnovation, cultural change, tc.

'The four Ps' are covered n more detail n the next fou



20 MARKETSAND MARKETING

Exercises2O.1 Find a word in the text opposite hat mat<hes achdefinitionbelow. The words app€ar n order.

I separaie artr, rhc f).r .l h.i.n m: a .. {om: p

3 people f the same ge or who be ong o the sam€ o. algroupa (fornal) bry nt)5 lrhreewordsl he ways hat a product s

needed dlfferent mounts t d fierent rme\

20.4 Compl€te ach senten<e ithfrom the previous xercise.1 lf the governrnent oesn't nterfere,

a word partnership

then rc€s re e t y

'Th€fourPl g ve h€ for a partcul.r

3 The percenlage f the market hat yoLr ave s your

a ..farnal pbopta oho se prodJ 15 o a corpaî

(the most qenetai word)

7 try o nf uefce; m to h 18 possib and ikely o succeed9 (twonords) articuLarrces h.t have €en pe(ia y

I o.P1/eg q o0 o i 90)

1A bi/o wordi s.r,all toupof potent l cunom€B ho haves milar eeds r nterests

I 1 eometh g hat rcsu s In mportant hanqee

Now do the sam€ or the words n 'What is marketing?'

12 rmportant arts t a product13 pece fpaper orothermalerial) i th nlormation

on t that s attached o an obl€ct or pr nred n o

14 (thrcewads)how mrch sa es vo ume hanges hen ou

changehe prce20.2 Write €ach of these words nextto its besrdefinition:advertisirq, ma*eting, prcmotion, ubli.ity.1 allthe ways sed o encoLrr.ge emand or a produci

4 Sponsored nks n Gooq (when customer -"archesor,oJr p odLCrype ' r ' \ef Fffecl.e

20.5 Read what a marketer ays about he history of a

we chose o locus ou. strategy n people n their ateteens and so we aunched he product t a seres of big

rock concerts ver he summer We soon gained marketshare. and after wo years we were he market eaderBut afier a while onsumers anled ometh g d IterenlOurcompetilors oticed h s betore we d d, and oursalesdropped dramatcally Reta efs stopped stockng ourbrandand we had o stop makng he products. ehad abig meeting nd hoLrght gainaboLrl ur whole lrategyWe agreed hal we would ryone more me

Th€ phras€5 €low <an all b€ uied with 'the market'. Putlh€m into order 1-8)5o hat they matd the order n the

a be orced ut olb prJl product nlo

e decide o targetan activiy hai attracts people3 ttenton o a product(one aspect t # 1)t€l ng peop e about a product eg of th€ eevisiof,n magarines) n order o peruade hem to buy t(one aspe.t af t2)any n formaiion hat m.kes peope noti.e a product thE

may be unp anfed, out of the coniro of the company nd

dqencycarnpa n

nrateqy

q f. I to see ch.nqes n

20.6 Divide the phrases n the box into three groups,based on their meanings.

be driven aut ol apen up .orner wittulaw frcnentet .apture penetrate doninate

20.3 Match each word on the left with five words on theright. Check ny unknown words n a dictionary

see page 48Ior ome iscussion opics.

market q

sares nd ma,ket ,ng .



Product'Product' is the tust of 'the four Ps' of marketing. rnmarkehng erDs, a prodrct is a solution ora rarget market.The word covers goods and services dd cm also include thewaffan\, .tsto'ner support and anv complmentarv products

(eg add-on tems such as a case o. canying thc product).Four key factors

feaiures are.haracteistics of a produci that offc. bcncfits othe cusiomer Take he cxanple of a telelisjonl

Benelit

screen ize allows or nlorc distnni ri.nnrgscrccn esolution clcaa more realisiic pictur.slrround sound cnhanced ensort, xpcricncc

The bcn.fiis .bove are callcd Iunctbnal benefiti Indddition, here are pslchological benefits. These cidrcssnecds such s stdtus $'ilhin a g& p, risk rcduction, cnsc ofnldeF.ndcnce and hipFincss.

BrandingRr.rn. l ingrvolvcsestabl ishingan ent j ty {ra product i ththc go.lof disijnguishnlg t fronr.ompetikr{ offerings.This s cssential n nr.rkcts {,hcrc products r. similir dndconrpct i t ions f icrcc. l i ' s . . i icular lv nrP( .nl in h.bing i ()

posinon he prodrct: high end (= upscale up narket),mid narket, or low end (= economy down maiket).Thebrand itself may be the name of a product, or a famil vofproducts, or of t1rc ompani, hat nakes rhem. t usually

inclLrdes design elem€nt such as a logo or a symbol(€g Nike's swoosh').

Branding s traditionallv associated ith B2C, bui recenrlyB2Bcompanies cg rntel) hale also srari.d ro hvesr in

Packagingl'ackaging s veN important. t prctecrs hc product duringshipping and handlinS, t gives isibility to ihc p.ocluct(nttraciingaiteniion on thc sheh'es) nd it ca. adcl valuc (bynriknrS he product eisicr to usc).

LabellingThc libcl is .tt.rche.l u or p.intc.l on the package r theproduct. i can attlact nttcntion $,ith griphics or crtchv$ods and p(x i.tes nro.mation {) di.t a purchase ccisbikt s izc, abri . , wishing nskuci ions d clothet I t su. l lyincludcs a code (tr use t thc chcckoutFor minv pro.tu.ts (eg (\)d, phima.cuticdlt thcro dr .legil requircnNrts d ih. libcl .clating k) the isting ofnriy.dicnts, nulriii()nil informat()n nd instructi(nrs l)r usc.

STRATEGIESIndividuat s tand-atone) randing: 'rewproducts re given newnames, ith no obviousconnect iono other rands r even o thecompany eg Proctor nd6ambte 'sange) .Famity randing; ew products re ptacedunder he urnbreltaf an exis t jng rand mostconsumer roducts ,g Cittette).Co-branding: ar tneuhip i thanother irmthat has n estabt ishedrand eg Vjsa ardscarryinghe name f another rqarization).Private or Store branding: upptiers roducefor another ompany eg retaiIstores etljngown-b.a1d ' te_s ade v a1 outside ompany).Brand icensing: thers re aLLowedo produceitems arryinghe brand ame eg a chi tdren 'smovie haracter icensed o a toy or foodmanuftc ture4.

AI [45Stage 1 (brand=benefit):when he cultomer ees hebrand, hey associatet wi ththe benefits h€y recejve.Stage 2 (ben€fit=brand)rwhen he customer eedssotutjon o a probtem, heyautomaticalLyhink of theDTan0,

ADVANTAGESBrand oyaLty: ustornelsare ess ikety o switch oatternative rands n thefuture;protects ompany ro'n

Brand tretching:newproducts an be added nderthe same'famjLy'rand ame.Erand quity: once he brandhas f inanciat a tue, t can be



Exercises21,1 Finda word in the text oDoosite hat matches achdefinition below. The words appear n order1 given ree2 mproved

3 easy o rememberNow do the tame {or the wods in 'Brands:aims.advantages nd strategies' pposite.

I brand /4agq ...... the deas nd beliefrhatpeople ave bout brand

2 brand = a person ho s n charge fdeveloping nd seli g a b.and

3 brand = the brand hat has he argestnumber f sa es n ts product ategory

4 brand = the support hat people iveto a brand y continuingo buy t r.ther han changingootherbrands

5 brand -...-.. --, - = the value f the brand n hebalance heet f the company

6 brand. .... ... = using successful rand ameto se Lnew ypes f prodlcts

7 brand - . . - - . . . . . . . .. . - = whatpeoplehink f whenthey ee r hear he name f a brand

8 brand --.---.................. = the degree owhich peopleKnow bout brand

21.3 Finda 'brand ..,' phrase rom the previous xercisewith a similar meaning ol

21.2 ComDlete he definitions with the words n the box.

4 change rornone hing o another

associatian awarcness equity inageleader loyalry nanaget stedling

1 brand -ccognition2 brand xiension

21.4 Writ€ each word in the box next o the word initalicswith the closest meaning.

ben-sellingeconony exdusive fawuiteleading luxury traditional upnarket

upscale vlue-for money wefknown

3

brand

sales nd marketins 47

21 PRODUCT

21.5 Fill n the missing etters. Allthe words descibe

f$ ttave ou seen nisamazing amera? t uses n'inn ive ens mechanismo get 6x optic. zoom. hat's

amazingl t32fu

y auto c, and has3bu

i'in flash.It3also ne of the mostap tabe cameras 'veever €en it'sso 5co d that t easily its n a shirt pocket. t uses wnb€nd,6rech able batteies. t's. really3st of the-a ple(eof kit. 9t

$J t'ue een n integr d fddgejreezer hat 'm hinkingabout buying. he helves reroadl able and t's very'1e to cl n. t comes ith an rzopt al cemaker.t ts ren y-efl nt .sorrw be 4e( cd toru_.and hey ay he materials an be rlec ed ater, o hatmakes t very16env ally ly. tb made ya rlel le manutactJrer, nd ts 3t dble r ar ol cotou,s 99

SJ t want a pairof rshigh-per ce sneakers. heyhave o be 2owatefp f .Aso, ldoa otof jogginganddon'twant o injuremy knees. o, he soles hou be eally'?rhi -t ch you know, ??sh . k-abs bentas wellas being'?sh d-w. ..fi g. And don't want ust a'zasta d pair my riends ould ust augh t me No,theyhave o be really 5styl - i. fact t woLd begooo f treywerea 5 'n' eo edit'on 99

55 fd lik€ o get a cordless hone or my tudy I want ar e a l l y 7 ' u t y o n e . w t - a r 3 l g - a i g b a r € y.I wlllprcbably dd morehandsets ater, o t has o be"erp able, nd t would be good o havesoone-t ch speakerphonen he base or when mworkLngt my desk. )9

21.6 Match products -4 with their packaging -d, Theunderlined o<abulary efers o packaging. heck nyunknown wods in a dictionary1 lomFceran'cs oJghr'rom n open-arr rarle.2 recordable VDS3 meat bought foma sLrpermarket4 a small uantity f pa€cetamol ablets

Theycome n a blrIel 4k, wh ch is tself packaqedin a box =carton)made f p4erb94d (thnnef h.ncadboard).This its n a cardboad ray, overed y ransFrent.elloohane.t has lab€lthat hows he [:pbyutiLllateand he 'use bvtiare (oflc:lbctaElbje). l

c Each ne comes a plasiic ase, ut usu. yyou buyseveralin a shrink'waoped ack. l

d These ere wrapped bubble r.o to protect hem, ndthrswas hed n place th gqf€r&le {. typeof duct ape)

see page 1,r8 or some discussion opics.



Distribution (place)'Place'is the second of'the four Ps' cxstomels mustbe able to obtain the product easily and conveniently.This depends on the djstribution chamel.

Distribution channelsThere are ihree broad categories of companieslnvolved n dishibution:

Resellers called distrjbutors or dealer s n som.rnarkets) who purchase roducis and sell hemto others. There are various ypes of 6eller: aretailer who sells directly o the final consufrer),a wholesaler whobrys from a meufacturer andsells o a retailer) and an ndustrial distributor(in the B2B markei).

,l Intermedi.rjes eg gents and blokert who don taciuaily purchase he prod uct. Thcy bring suppliers

and buyers ogelher n exchanSe o. a fee..1 I-ogistics ompanies. ee unit 15.

Another option s di.eci diskibuti on, whcre there areno resellers nd the manufacturer clls di.ectly to theend rser Examples ere nclude:, Direcl marke$rg: the cusio'ner plices an order by

visiting the company's website, or ordering rom acatalogue AmE catalog), rb]' dialling a toll-frecielephone number.

rr Direct reinil: where a company operaies ts o&nretailoudets eg H&M, Zara, Applc).

r Personal ell ingr hose cases, ommon n B2B,wh€re he salesperson ciually akcs hc order andarranges elive.y.

Coveragei mass, selective orexclusive?Large companies want mass coverage,bui only avery few can rca.h all potcniialcusiomers $'ith theirdis[ibuiion .hamels. lt is simply unrea]ishc n termsof cosi. Agood exanple of a company hat eally cemake ts produ.ts available lerlar'here s Coca Cola.You ci- I inJ , r n >upe-m,r-ker\ .onvcriFnce lore. .vending machjnes, estalrants, hotcls, etc. Most.ompAnies have to settle or selective overage, tthlewer locations and a more fo.used iarget maiket.A er .ompdnic" tho.F h rlhhigh-cnd ' .du. l .- choose exclusivc coverage. Here the product is onlyavailable t selecied ocaiions, erhaps ntemationalairports md a fea'siores n fashionable hopping

lo.onp p\r.nt the ntener hd. gi \ en dl l compmie-ihe potential to reach a mass market. Ho{'evet thisisn't as easy as t appeas, because hev stil hale tofighi a) io distinglish themselves from other web-

based firms and b) for visibility by having goodsearch enghe opiimization so that their ndeappears high up the search results.

RetailingThere are a varietv of retaii fomais:

CHICKIN

'{tilt,,t

€'+ d'-lJ: E

E.,a;----€;^-

(An E Mon-and- Pop state

aash and Grry (AnE Watehoue

Retailing s highly competiiive. The following facus can allconbib(ie to slccess or failure:r' Abiliiv to identify what producis ustomers want.',1 Layout and atmosphere cg ight, sound, decor).' Product presentaiion nside he store nerchandising).'

Oreri l l cu-l^mp. r t fJ{ron with the shupping \Pp-i .n c' Building traffic' thJough adlertising.r Keepjng pace s'ith technoloSy: ogishcs, atabases f cusioner

buving behaeiour, mtore technology t ihe check-out, tc .

Channel powerWhohas he power n the d nr but on channelT hiss a key ssue.Product ow€r This s when a brand as hiqh evel f demandand h€ retailer as o nock i, regardless f the con to them.wholesal€ power: This s when a wholesaler uys large uantityat low con, and can hen make largemark-up hen hey ese osmall, owerlessetailers.Retailpower: This s when he etailef an choose rom manysuppliels ndso drives own he prce t pays o them.

8



22 DIsTRTBUTIONPLACE)

1 money hat you pay of a sefvice2 ftlvowords.) laces herc roducts r€sod

3 (trvowords) \hen a arge percentaqe i people re eachedby a disiribution hann€l

4 (phrasalverb)(epr samethlng hat sn exactly hat you

s the way in which omethinq s arranqed

6 rhe \1" o 'dF.oralo- and . r, lL 'p n a bL LdiS

Exercises22.1 Find a word in the text opposite that matches each 22.4 Read he text about echnology n retailing hen

answ€r h€ questions elow.

Technologys changing he ace oi retailng.Hereare ustsome f the newdeveopments:Electronic lgnage small CD creencan e ncorporatedinloa tag hanging rom he anerchandise, r ntoa stand-upsign posilioned ear t. The display hows prce, pfoductinformation,rornolions,tc.Sott security ags A' Fe, ror ' . Lrypildrc- ag sincorporatednto a garment t the po nt ot manulacturefhese tags are exible and papef hin.A device at lhepoinlol-sae POS) utomaticallyeaclvates he ag.Selt-scanning hoppers se a hand-held canner hatrcads he bar codes on items hey buy. They can payautomaticay with the sarne device and have a specialexp.ess ane al the checkoulVlrlualshowrooms Customers iewcomplter ed magesot room nteriors nd urnishings he echnology as hepolenlialoofler housands litems hatcannot e d sp ayedon he etaillloor lso, t can eplicalehe dimensions fthecuslomer's wnkitchen, alhroom, tc and showhow heywould ook wilh he planned dditions. ustomers an rl1aod match olours, tyles nd patterns.

Finda word in the text that meani:

definition below. The words aoDear n order.

increased ya ha (€5) o dec e he se nq pdce €1 ).

I fforma, he use f signs

2 a s m a L a b e l3 ffolDa, hings or sale n a4 fforma, piece f clothnq

Emphasisson value-foFmoneyiriglnaly ainlyoodreia ng but ncreasingLy ovingnto otherareas ikecrornrngSimilaro a s permarket, utwith a grcater anety fproducts, etter uallty, gher pices and better etuceeveRequir-6suyerso make arge rchases;mited products€lecton; ay enrict ntry o ihe gefera pub c

7 (three ordl (han}n9 as ast as something lse

Now do the rame or th€ words n'Channel power'

a @hrasalverb)et aglessive actcs o make ices .Ll

22.2 Match each description elow o one of the retailformats n rhe list opposite.1 Sma nore, good ocation, pen ate, ast ch€ckoul, ut

llmited ange nd expenrlve2 A sma prvately'own€d,am y-rLrntore often n a oc.

neighbourhood3 Onlne'on retaier uch s Am.zor]4 Large tore arrying Ll'tone product ategoryeg sports

61

5 a m.chrne r rool hat does specra ob

pace wnere o'rpay n srorethingr n . room lrch s furnitLrre, arpets nd curtains

8 ffireewords) ut hinqs ogether n d l€reni ways

A company ves p€rmissionor someone o use heir brandname, roducts, ic n exchange or partol the proiits

22.3 A store buy3sornething or €10 and ells t for€15. Fill n the gaps with one of these words: mrrg,in,


1 The s 50o/o The cosr pri.e (€10) 5

Thethe sel nq price €15)

. ls 33%. Theprofit €5) s a thid o1

5a e5 nd marketing 49



@The aims

Promotion

of promotion'Promotion', ihe third of ihe four I's of markering, an ha\ea varietl of differenr aims. rs classic irN are:

To build awareness f anew ptuduct.

To.einfo.c. a brand.To stitrulai€ demand, ciiher b), getrhg nei customersto try a p.odud {eg rcc sample, 'ee triat),orby gettingexistinlicustomers o but

tsut pronoiion can {<trk in more subilc, ofren unintended,r'.ys. For e\ample t cin create n nitial intercst n i prcducrcategoty ard tlren convince ustoh ers hat he ha e a needfor it befoc ther think abort specific brands.

Promotional activitiesTherc.rc our n.nr ivpes f pronotionalact i \ i i i , :

This ircludes thc ahole arictv of nedia ouilers: clc\isior.r.dio, print (g ncwsparrcrs, .gazires), nte.ncr (ic $,cb andcnliil), dire.t niijl, outdoor (cg trilllurrds, buscs), r oork'g ijfports, nl slorc), product placement, lobile dcriccs and

l-argc conrpnf0s rnrcly h.ndlL thcir oi{n id\.rtising, thet nr.rllv usc hc sc, vi..s of rn idvcrising igon.v perhaps snrg diffc..nl igcncics f(r diffLrenip(xluct tnrs

Who does what in an

advertising agency?Account managel:

works with the client to devetop he strategtr

Creative team:

generate deas and take the initial concept throughto the final advertisement

Market researchers:

assess }le clent s market situation and test creahveideas.

Media planners:

actually place the ads in the various media andnegotiate deals with them.

Sales .omotion6This ncludes oupons, pecial iiers, onresrs, ovaliv

Thiscanbe either a.e o face r via the etephone. eeunit 18.

Public elations (PR)This has arious frmctions:

Monitoring ihe medja d any col-erage f rhe company,and malntainin[i conhcts $,ith people n the medra(eg

ssuing news.elcases s part of a press kit).Keeping n coniact vith customers nd / or employeesth.ough companv n.lvsleiters, n,house blolls, etc.Crisis management 'h€n sonlethinB appens hatthrcatens he conpanv image.Orgadzing specinl events u buil.l both b.and awarenessand biand lovalty. Elents might inchde p.rries, prcductdcmonstrations, tunts, setrinarc, etc olten n unuslal

Builclinggood'vill thlough cohnunity progranls and

Other targets of promotion ina1h, t ' s mporLrnt u.cmcmber hat cusiomers.renihe only target of promotion. Other arScts f a marketingnressigc mighi bc news nr.dia, spccial ntcrcsr grdlps(cg enrircnmenLrl orEanizations), pinnn Iorm.rs(.9 do.(rs tor thc phffma.cuti ..l n nry), tfad.nssocr. tnhs,far tners n thc disir i t r t ion h; ,nncl(.9 retarle.s), ny.skrs,etupl()yces,.i..,\n oircn ovcrlooktda.ca s ih. imFortin.. of in house pn)m,tnn (\plihinB incs pRrfuct kr ihe snl.s f{)rcc.rnd moti iring thrd k) sctl l.

Trends nadvertisingChanging media choices:

ceilphone creens, ociai networking itesPodcasting (audio and video).

Digital convergence:

everlllrng w . coMect to the networ\ \rot jusrcomputers elevisions nd celiphones, ut alsowallets, ridges and cars).Auclience monitoring:

tracking ajrd measuring how consumers respondto advertisements s becoming easier and morelmponant.

GPS n personal mobile devices:

this allows ousinesses o push arqeted ocationspecific ads (eg restaurants. bars, specialist shops).

0



23 PROMOTION

order o advertse brand ame3 news abolt som€th ng on the l€levison, on the radio, or

n res o.oerg 1d 1 dgdrtr .4 (1:tuo ads) nforrnation iven o repoarers hat contdins

new5 p u5 supporting mat€ral(€g background niormatron,

5 s y or lnLrsua hings h.t are done o 9€t pub c attentron

Exercises

23.1 Find a word in the text opposite hat matches achd€finitionb€low The words app€ar n order.

1 large oards or advertisemenh an outslde ubhc lace(BrE oardinqs)

2 provid g money or a spec l ev€nl r a sports eam n

23.3 Underline he verbs hat make sense n the

1 Theagency anjed p/aced published put ran toak outa n . d n a m a g a z r n e .(5

conecr nswers)2 Themagazlne arfledplaGd publishedput / ran

(3 corc.r answers)

23.4 Th€ tems n the box ar€ all methods t salespromotion. Mat<hea(h one o its detinition below.

c.9e@o

o.e way two wry

non pard pard

no. personal p€6oia

a g q r n g q u c (

poor veryqooo

h g h m e d m

h 9 h ( b e c a u s e . o n a d ) h g h

6 (fortra,kind €e ngs owards p€rson r orgdnization

7 the practice f 9 v ng noney and he p 1opeope who ar€

pooror n vouDr,o8 a situaton n wh ch h ngs gradua becom€ ery irnar

9 fo owing he deveopment r progrers l someone rsometh g

10 a systemhatuses ad signa rom ate es toshowanexact oston n he Earlh

23.2 Make phras€s y mat(hing ah item rom each

n contact wilh cuslom€rs

demand by oflering a lree tralawareness r. new prooucrhow consume6 espond o

an n ia concept hrough o the inal

iargeted ads o a mobrle evce

discaunt layalty tagran .antest petsanal ppeaQn.eftee sanple nadeln free ptadud @upon frce rial

1 a compeiiton vh€.e he w nner etsa prize

2 smallpece l paper hrch ou an 5e o buy oods ta

I sho(-term rce €dLrclon4 experencingsma qu.nt tyofa product (hoLrt

purchasing5 expefiencing servce or a sho( tirne wtholrt plrrchasing

t6 buy one. get one ree7 where unomeE re offered reward e9 d scounl, ree

^t^^ .n lN lG^

8 where celebnty ppears ornewheren order o generate

9 usinq n oder product spa(-erchanqe or a new product

23.5 Study he tabl€ below carefully. hen abeleachcolumn 1-4 with one of th€5e yp€s of promotionalaclivity: dvertising, eEonal elling,sales rcmottons,Pa (media overag€ uch as stori€sabout he company rreporti on sp€cial v€nts).Of (ourse here may b€ €xceptions

1 b u i d - - \2 nimulai€ \

3 take \4 p ace5 ssle

1

a q q r n 9 r

2

Paymentmodel paid

'lagging = developihg hate slorrly '- ctedibili\ = the qLatty af being belieled and rtusted

see page 48 or.ome discussion opics.

Salei and market ing 5l



Price

The mportance of price'Price'is the ast of,the four Ps'ofma.keting, and isprobablv he one hatmarkete.s all leasi about.It doesn'tseem ike an ex.itingpar t of thejob jn facta product's prlce

mighi simplybe generated a spreadsheet. ut decisioNabout price are mportani formany re6sons:

Prl.e is the tuost lexible.nd idjustable part of thema.keting mix it can be changcd ery rapidly (unlike,sa)r prodrct or disf.ibutnrn dccisions)

,, Pricing decisions re critical or rcyenue: et a price too1owand lou triss out on profits, sci t too high and lotlose sales nd trarkei share.Price s importrni fo. fnst ifrpressbns: a cusiomer mav notconsider he whole productoffe rint if they hale.lismiss ed. l i r i r i . ' l l \b .c ." , ,H ' l L/ pr ic<. qurl \ i h . \h . r i , p mJ\ - . i r,(tuality and enco rage he cl,sbfrer t(r ake n interesi.

Pri.e is an mportant pa,t ofsalcs Fonlotions. See uit 23.So, wlrnt are he facn)rs hat hare b be .ken in(,consideration whcn sctting a p,icc? Sonre mforiant onesare described eiow

Internal fadors that affect pri<eI ' r ) f i labi l i ty: compiny sui l ly requi res mrnrmumrclum on ls nrrcstnr.ni ic h. totalco*s of making

Setting a pri<e

md marketing the produci) Bui this return may noi beimporiant -for example with a nes prodrct that sn't yetesiablished as ong as evenue at least covers he costs.Markct share: price may be set artificially ow in orcler ogain a hoLd n a new nark.i, or $'h€r€ her c s a pnce warConsisiency ith narkcting siraiegy: f thc company'so\e..llshate8v is to posiiion tselfat the hig]1 end of theharket (and cmphasizc non-plic. be nefiis ikc quality,sen ce, etc), hcn p.ice aill be kept high.

External factors that affect priceElashcity ofclcmandr n an clastic nark€t, a smal l chanijein pri ce results n . big changc n dcman.l. n an nlel.sti.market, a shallchange in p.ice has iitLc nipact ondemand. The trick is io find the particularprice evel atiyhich prcfits (r other objectives) .e marimized.Crsbmer e\pectations: enlembc. hat custumers' herealso ncludes distribLrtion a.hrc6 thcyle often the onesilho set he finalpricc that the cnd uscf pays.Competii(rs'prcducts: cvc.y company has kr watch whntcompeti(rs arc ch.rgint. Thc mafkct lcallcr oiten ;ets. r . C l * r j m . , , I L r .1 d r l ' ( ) , c u { L , l l y. , 1 ' l (uc h i r ; ,

5 - , . i .^ k r r r c r c . l . f l r r o b . e , r r o . r m c i if { e . r . s r r. i r h r o . a , r i r. . 4 lW h r rn r l r h o d o r l r i o b . r s . d o r. r e n a r o . r r J t n ) e . r 7 c e . ' r - 1

I a r : r . , : i . r t , i t . . r . j . , 1 i : :r,/r'haI5o r nra'[.r po5 onr L]ow.{ a . t . r o r i o r m . i l c l 5 h i r. )

4 : r ' , r - :i l h e r e q o . r r o b e a p r o h o l . n lf 50 nre .lotr' n rre a opr o.r

lVa.kdown:offer ower pr..

Free rodlct t(o forIh. pri.e

5a es promori.n .o pon5,olrlry prolGms er .B nd e pri. n9 ollerseverad fferent prod .15 aI he rme

L o $ e a d e r e b e o w. o n r oattra.t lnomer trarT. n a nore

2 : . : r. i i r i : r r i i n i i i n i t r i { .5 d n i . . r a L . l l l r e o o u r. m a

Sa.kirard pr. nq (= rhal themark.I 5 i .q to pallP 5 y. h o o i . a r. . 9 l e g t u s lb c o w a , o . d . m b - { )F r o d l c t n e p r. n g (e d s t n . tpri.e po n6 for d ffeient mod--ls

C o m p e l I v e r . n q ( t a k qi n l oa . . o u n I t h € c o m p e u t o r s

3 r : i : r . : . 1 . : , r . . f i . t i :5ome r; oirhe olofr ng.eed o b€ ixed:

sp. .a reoie .r d rou.I (e9 uce.alCeog.aphl.n ricn9 1e9.e.alse tdiif€re.ce5 o.a r,i._o iafdari5i.

_2



24 PRICE

Exercises24.1 Find a word in the t€xt opposite hat matches achdefinitionbelow The words appear n order.

2 income; lrnover

3 (phnsalverb) se an opporlun y to do or have omething

24.4 Match EIg verb rom ea<h olumnso hat all threehave a similar meaning. All the v€rbs can be used wirh

5is enouqh o pay orfhree words)obta n rontro or power

doing hings n the sdme waycever and efiective way of dolng something

(three watds) ask ot an addit onal amouftoi mon€y, bove he standa.d mount

attractive bargain budget excessiveexarbiEnt fai inflated list rcasanable

r gure ur

Now do the same or the words n'Setling

a price'

9 an ncrease n the price l something ie he percentage ywLr.L h". orr p.(e s (reasedr

l0 afLro ord, nLmbFr"^drrgn011 a group f prcducts h.t are p.ckaged ogether nd sold

l2 th ngs hat encourage ou o work h.rder nart a new


24.6 Complete what a marketing manager says aboutprices with the verbs in the box.

agteed to dtop frceze held down natchedreeivedcanplalntsabout rc-thoughtset unde.cut werc forced a 'alse

3 rcquire

6 posl ton7 set8 sell

1 lose-----\

a m nimum elurn n yolr nvestrnent2 take --\ sa es and markei harethe costs th sa es evenueseveralactors nto consderalion

yoLr6elft the h gh end of the m.rketbelow ost o attract ustorner ratfca hold n a new marketthe inal prlce hat he end ser pays

24.3 R€ad his short explanation f dis(ounG andunderline he (orrect words n italics.1 ANanpt / prapet paymeft iscolnt s qiven o helpwith

A quant ty scount ncour.ges . rqer urchase anyeconomies t volume scale r 6e passed ver passed nto the inalcustomerTrade iscounts re or partnersn he disrdbuiion

Se.sonal scounts regiven uinq dack /oose eriods fthe yeat or during he anuary ronotions sales.

thouqhl was a r€asonable eve. Then our corts starled oourpnces or s ongas

we could, lt eventually e r themlmmediately e 4 th€ new prces ron'r ur

We coudn afiord o 3

custome.s. hey old s ihat o r pricesweren't comp€tlive anyro,e up to hdr po 1r wp da o wi )<o-r compFlrro. t r, " . . or "ven sl 'cr ly 6

thern. But no more. We \,1/eren danqer of losing ustomers,so we 7 our whoe prcing strategy.

down to ihe prevous eve, and anyv/ay his wouid havelooked very bad n the mdrket. nnead, w€ anno nced hatwe would e the new prices or twevemonths, o give some stability. eary alloLrr ustom€ls'o th s, a though hey werent happy.

See page 148 or some dis(ussion opics.

increase--\ establish workoLrt

lower \ .rriveat /7_ pu1 pset setlle n

24.5 Write each word in the boxitalics with the closest meaning.

brnq downoelerrnrne

next o the word in

Sales nd mark€ting 5



Marketing managementUnderstahding businessMarket€rs must first hav e a detailed anderstanding of iheirbusiness n order o develop heir marketing strategies. hisis often done using a '5Cs' analysis:' Customer analysis: his ini-olves breaking doryn he

market nio scgmcnis. See unii 20.i Conpany analysis: malketers need o understdd

their company's osi struciure,look athorv profih aregenerated rom different prodrct lines and differentclstome. accounts, nd identify core competencies ihe

ir Collaboiator analysis:ihis means produ.ing. profilc ofallthe channel palhcrs (eg suppliers, distributors).

'i Competitd analysisr markeiers build profiles ot eachcompetiktt focusiig on their relaiile sireng ths nd

ia Context analvsis: s wcllas theeconomicand di.lconicxt ,this ncludcs hings lke poiential hreais n the ndusiry(cg substitutc roducts, ew entrants) nd ako thechangnlg nrgaining ower of suppliers.nd customers.

Market researchIn order o collcct all this daia, t's neccssary o do marketrcsearch. varicty of tcchriqucs arc uscd:

Quantitative esearch: hc most cofrmon rescarch )olhereis a survey hat captures nformation nith a questionnairc.hrf(rmatnnr can also comc ron doing smill scalcexprriments such as ooking

at the effeci on salcs)1

New product development

changing price points, or moving displays within a siore.Websites also offer mdv opportunities for collecting daia

clstomcrs' bchaviour on a site can be easily racked.r' Qualitative rcsearch: he compmymay carry out individual

intefriews, or f(ns groups. A modern tdnique is io useobservaiional resedch where cusiomers are watch€d in anaturil setting as hcv shop or use producis at home.

1 S€€ondarv cscarch: ata can be colle.ted rom olhersources uch as consuliing irms, rade dssociahons,nagazinc articles, orernmeni statisfics, tc.

ri Tesi markciing: his nvolves kying ortnew products m

Developing a marketing strategyOncc a company has done the kind of rcsea.ch utlnled nthe two secilons bove, t's in a bettcf positiorl o understand

its cusiomerbase nd its conpehtivc position n the ndrstry.Marketing managers re hen abLe o dcvclop a strategy. hls

I Identifying new markcts and gaps n ihc mafket., DevelopinS nes, prcducts and idcntifying thcir dcsired

'', Dev€loping he company's ompctitivc ndlanLl8es.I MaximizinS evenu.s an.1 prcfits.' Ci ining markei hard.

The second of th ese, ew product dcvelopmcni, willgothrough a prcc$s that nchrdcs omc or all of ihc st.gcs n

7: . : . , l r j , . i ; , r i z ; r , j i ,

l h c d s f i b l t o . . h a .n e ka r e l e d w I h d r e p r o d . t

.u{omets, comper o6,

4 r ' r i r 1 . i : : : r : j : s

Heremarkeler work.loseiywirh .o leaqles iom sales

and inance o t.y to estimalerhe i[ely5e i.g Pri.e,5ales

voLume roiirabity an d

2 i r i € d . r e . i r i j r

Markelen hale toask 5ome bas.qlenio.r toscreen h€ n r alid€as,eq rlo,r,, L clnome6 benefir? rr e c h n c a l y , " a s i b eo m a k e ? o e 5

th s e a r y d e a o o k le tw l b e

3 C . n . F t . b e l o ,j n e r r

AIth5 sraqe markeretr eed ro rhink nmlch qr.arer derai abourihe.oncepl, e9w l r oe r a . t y s r h e t a r l e t m a r k e r l H o w w I

ii firwirh other e {n9 prod .rsl

Markete6worl w th other co eaqles osee t there are anyprod ction 5sues

Some .forma teni can bedone by5lmpiy skng prospective lnomers

w h a l h e y h n k a b o u ir n e . . n c e p r

a o.are resolr.esand pa nen ineer.9 operarion5

5 t € t n t .5 r i i : g r.i r i r n c i t . i i i l

At this point he company produ.esaprototype nd ens the prod ft n 5e

Markererswll od lo. s qrolps

Adjlnmenrs wi be made on rh ebA5 ofth-'seiesis,and more

lfa ve6 on olfie p.odlcim q h t b e s o d na

test market.



Exercises

25.1 Finda word in the text opposite hat matches achdefinitionbelow. The words appear n order.

1 (fl.vo ords) hings hat a company an do we,

2 th ngs hdt coud cause amage r harm

25 MARKETINGMANAGEMENT

25.3 use phrases rom exercise 5.2 o complete hesent€nces elow. The Dhrases re not in order.1 Their ocat on gave h€m a huge

2 A supplier f specializ€d omponents as rong

They ecided o sell ome mal busine5s nits nd ust ocus

After he nitial dea5 ave een creened, e move othe stage herewe th nk about heproduct n much reater etail.Theadvertisinggency ave rodr.rcedome ew deastor outdoor oste6. want o show hem o the n€xt

.. and se€what peope ay.By he ime he new prcduct eis o the

\'aoF .hp n arl.F.ea h.ra done rheir

joband he op€rations eope akeover25.4 One word or phrase rom each group n italicsdoeslEt make sense. Crcss t out,I We are up agarnsf cane up against. oa\ totualcJs ace a

lotoi competition,2 This egislatio. illencourage, ain, rcnote, tinulate

3 We're do ng our best o <ope with, handle, espand a,treatwlth he competition

4 We ry \o avoid, caffyot)t, stay away rom, steet cleat afmarket egments here here s oo much ornpettion.

5 We ace cuf-throat, ierce, ntense, afticular, evere, trcng,tougt compettron.6 We welconre ai free, healthy, age, open canpe\lion

25.5 Put hese verbs nto the mosr ikely hronologicalorderr design, arJnch, discontinue, manufa.turc, sell,upgrade.

I . . . .2 . . . , . . . . . . . . . . . . . . . . . . . . . . .3 /. n.h a product4 . . . . . . . . . . . . . .5 . . . . . . .

6 . . . . . . . .. . . . . . . . . . . .25.6 Putthese phra5$ nto the most ikely hronologi(alorderr carry out, cut back on, put money into, abandon,suggest he need oL see the limitations of.

l23

56

see page 149 or som€ discussion opi6.

3 set of questons hat youaska larqe umber f people norder o f nd out heir op nions

45

a written ist of ques|onsr€latingo th ngs hat cannot asily e measured rthnumbers uch s op nions r attitldes(fl.vowordi) small groups of people who a€ asked odiscuss nd give he r opinions bout. particular ubject

7 (1x\/o ords) hingt I6aI help a company e mor€successfulthan thers

Now do the same or the words n'New productdevelopment' pposite.I check g sorneth g o see f itb suitable o take oNard

to the next tage . .9 fnr'lo ords) irnewhen a product arns ustenough

money o pay or ts costs10 fnro word5)esting ometh 9 by givng t to a few

customerso try so hat anyprobems ill be ound

9roup

iest

advantagepolnt

I 'irsrdeqg o' so.rletlrng ew12 decide o ure a particllar mount f time, money, tc or a

parlrcurarurpose25.2 Make phrases y matching n item rom each

lcost,---r\

3 coTe \4 b.rg. ning5 quanttative6 locus

8 competitVe

1l beta12 techn a

sales and marketing 5



The ncome tai€ment profitand oss account/'the &L)is one of a compay's hree majoi inancial tatements.(See nits27 and 28.) t neasures conpany's inancialperformance ver a fiscal quariei or a fiscal year In

sul]mai)t t shows: evenuc inus ExpeNes Profit. Afullerversion s giren n the boxand hen explained eloa'.

Cost i sa es

SG&A

Income statement

Aperating rcfit+ Noftoperat g profit

EBlTDA

- Deprecaton

Netproft after ax- Dv dends

Betained rat'it

What is revenue?I{evcDrc = turnolu)js ihe nroDey hal comes nto ihecompany r om thc salc of products or scrvicts. This figureis retrncd io is 'thc top lirre' because f whcr. it appca s onthf l)&1.'Top linc growth'refers o sal.s growlh.

What are expenses?Expenses =.osts) ref.rs to money hat the companv hrs torp ' _ ' l ro run l 'e bu. ine\ \ l hi . crn be brolen Jowa ,n n . r-yways, but a basic distinction s beiween:'/t Cost ofsales cost ofgoods sold/COGS): his refe.s o the

cosi ofacbally makilg the produci, for elample naierialscosis and abour cosls n the facioryr

'r, Selling,geneml and administiat ive erpenses SG&A/oPerating xpcnses/overheads)r his refers o marketingcosts uch as advcrtising, officesalaries, ent, telephone,

What is profit?Profit (= earnings)has wo componentsl Opcnting profit (from regular business .tivities).I Non-operating profii (eg toom ihe sale of some md or

shares n another compmy).

6

EBITDAEB1TDA stands for 'eamings before interest, tax, dcpreciatiorland amortjzation'. or1 the P&L rve subtract thc I, T, D and A

Interest paid to the bank for any oans)Iax (paid to the government)DeP.eciaiion = the gradual oss n valuc of tnngible asse$,eg vetucles, achlnery)Anrortization = the oss n value of inidgiblc asscts,eg patcnts, opvriShis)

Net profit after tax / retained profitThe figure hat rcmains s the nei profit afier tax (= netincome/'the bottom inc'). To complete he P&Lwe thensubtract di idends (paid o shareholders), eaving inallythe retained profit (= .cscnes/ret.rined e.rnings) hat isreinlested n the busincss.

Budget reportFi8ures or ihc real ifc rcvcnuc, costs nd profiis will bcdifferent rom the budgctcd (- planned/forecast) igurcs.This analysis s piesented o managcrs n a buclgct cport.ln its simplest o rm ihis repo.t has hc first fnc lincs of theI)&Lin the box opposite, with three columns showing 1) thcnctui l rcsul ts ,2) he budgctcd cs l ts nd 3) thc vari i lnce(= differenc. b.twe.n ihe two).Variances an be favourablc or unfavourablc, ncl nclivid .1

managers may sc. this infofmition tof onlv thci. ownproduct ines or geographical rca.

what causes atlance?causes f a change n revenue

Achange nsales o ume.Achange n he profitmargin n each tem due oh ghef owerselingprices)

Causes f a change n costsA result f a change n sales o ume ie t srmply ostsmore o prooucemore)A change ecause ore s be ng spent o achieve ach€1 of sales iea genLr e ncrease n costs a decreasein productivy)

Causes f a change n profitA compex nterplay of the changes n revenue and(o5t5 -ctud rq rh" difla."r vo$ oJ

:o:5

The budget eport allows mmagers o see where heuexpected changes are, and which chmges are the mostsiSniJicdi. The reasons for any varimce cd be identiJieddd dv code€tive aciion ial<en.



25 INCOME STATEMENT

Exercises25.1 Und€rline he correc word5 n it.lics.I The €rm'turnovel means he same s evenue proflt2 The erm'earn gs' means he s.me.s revenue prolit3 Th€ erm overheads rele5 to the direct costs of naking

products the ndied.asts af selling a produd antl running

4 Thewages f factory orkers nd he salar s of ofiiceworkers are shown n the sa ne place in different places

5 A company uys he patent n . piece f a t€chnologyor$30m. hepatent asts or l5 yea6 50 $2m s ccodedeach ear s an amodrzatlon depreciatlo, xppnse.

6 The wordwhichmeans betoreoih€r h ngs are aken way'ls9ro5s net. t can efer o prcft, salary r weight.

26.2 Complete he P&Lwith the words n the box.

25.3 Finda word n the text or box opposit€ hat matdesea(h definitionbelow.The words aooear n order.I related o oovernrnentdxes nd so€ndino

7 (tuva ods) ptopeny hat youown which an be physicallyro cne03 the way n which lvo or more hings ifect ach ther

IProfit and loss account

Operating evenuesNetsal-as

Operatin9 xpenses

SG&ADeprec lionand amort at

onTota operat g expensesOperating ro{it

Non-operating.ofit

EBlf Dlvidends Cast af gnods sold lncane taxes

t ' t0 ,219

$ 4 , 1 5 5

$480(58,607)t l ,6 ' t2

$6511,677

\5/2)t1,505($514)51,091( $ 7 1 0 )

9381

lCornpare he P&L bove wiih ihe one opposile Yo w I nori.eIthal there are one or two dtlerenl wofds,and a slighny lflerent

26.4 cross outlhe ilem whi(h ha. a different meaning

1 ro bring in, earn, generate, ryest make a prof2 ro boast, plough back, cinvest tofits.3 ra quarantee, eopardize, ut at sk ptalits4 ta incu, make offset, run up, suffet a as\.5 a big, considerable, at, handsane, healthy, uge,

sati factory s ubst n i a prcl r.6 a / an nterin, nadest, slight, srr,all tof1

25.s till in the misiing etters.1 lf a profit s bigger han anyprevious roiit, t a rec d

proft. f a proiil s a r and easonable, tt a leg ate

2 Some temswhich esu in a proiit or oss) re notnorm.ly epeated like he sale f a subsidrary ompany,or the effects f a natlra d saster hese recalled'exlrao nary 'or 'exc iona ' ems,

lf a company s makng a oss, e can say hat ts 'in

the d'. EventLrally,tw ll

qobank t

(= go ntol iqu on)

Earnings efore ncome axe5

Net profit after tax

lfa company cceptshat t cannot et backmoney haslon, hen l wr 9 o the oss.Toexpresshe opposite f.'favor.rfable ariance,accountanrs ften ay.n adve e varance'

6 lt some ood are sold or a seryce s delivered) hem ddle of December, lt the customef ny pays n hem ddle of Janu.ry hen his s ecorded n he ncom€staiement or the e.rlierol the wo yea6.This undamentalp. nclples refeffed o a5'the acc al bass f account g'.

Retained profit see page 149 or

n LJorder parricu y for 'depre. ation and amorti2aton'). his s

ld." berate, n d s desgned o show he varaiion hat s poseible

lin the ayo ut f a P&1.I Notce a so howfigures o be sublracted rcshown with a

aJtu 1;am a'nting, 'n Tuo"d

h'a i'four dqain."

company finance 5



sheetThe balance shei (BS) s mothei finmcial statement ihatcornPanies have io produce as part of then accouts. (Sealso uniis 26 and 28.) The BS appLies o a single point inrime, and gives a pictue of everlthin8 ihai a compoy owns

(= its assets) nd everyihing hat t owes (= iis liabilities).Thebasic equalion ofthe BS s: Assets = LiabilitiesplusShareholders' Equiry A tuller velsion is given in the bor andihen explained belox'.

Long term assets are those lhat cmot be imed into cashquickly. They include fixed asseis (eg plani dd machinery,land and buildings, motor vehicles), ntangible asseis(eg copyrights, patents, goodwill acquired from other

compmies) and financial assets eg nvestments n other

LiabilitiesCurreni iabilities aie those hat hive to be paid within thenext year They nclDde bank debt, accounts ayable(ie money owed to suppliers and utility bills), iabiliiies orcureni tax and provisions ie money set aside oi a pariicularpulpose, eg bad debts or a couri rulinS).

LonS-tcrm iabilities lclude bank oans includinS anyfrortgage) and mon€y orving o bondholders. Thc principalhas o bc paid back at the maiurity of t he bond.)

Shareholders' quity started as he capitaL riginally nvestedto begin he business, nd now ii has grown througha) rcinvcsted profits and b) any additional shares hat halebeen ssued. Think of it like this : ma gine hat the businesshad to stop, and all the assets were sold and this moncylsed to pay offallthc liabilities. What would happcn o theremaining part? Thc answer s thai it w ould bo reh'rnedto the shareholders it belongs o them. t is their €qlily(capital).

Curr€ntassetsCash

Long-term ssets

ntang le assets

Current liabilitiesBankdebt

Lab ities or taxShort-term rovis ns

Long-term iabilitie5Bank oan5Bonds payabShareholden 'equi ty

AssetsCurrent assets re hose hat can bc iurned into cash quickly.Thcy include cash at thebank, accounts eceivable ie moneyowed by cusiomers) nd inventorics ie unsold stock).

Wlrat ana balance heet how?Liquidity

Liquidy is he degree o which n assel an beconve(ed o cash quickly. his s oflen measuredby us ng the curreni at o', which s cureri asselsdividedby current abilities A h gh current aliomeans hat ver he ofger erm here re p enlyolassets o converl nlo cash o pay he debts.A more hori{ermmeasure f quidi ty s 'workngcapla e current asserc inus cuffent iabilities

Leveragelevel f debt)n everyday anguage everage s he use ol

borro\aedmoney e debt) o lry to increase rofitsn accouniants ' language,everage a measure f

how ar a company s lunded by Loans eg banksand bonds) ather han ls owncapita. On a BSleverage s def ned as /ong em liabilities ividedbysharehalders equity.A highly everaged ompany as aken on a lot ofdebt But hls sn' i ways bad: borrowingundswisely o expand a growingbls ness s qood news or

Book alue'Bookva ue is a company net worlh ie ts nanciavalue what s lefl on the books if il went oul ofbus ness). l s an everyday ermwth lhe samemean g as shareho ers equ y So book alueequals oial assels m/rus tatal iabilitiesAnyone uying hares n a compan y s buy ng a sharein he book alue, lusa share n any uture rowth.

ProfitabilityThereare several omr.on measures Jprofitab tybut one ol the commonest s Beturn n Equ y (ROE).Return n Equity q als ,'et pratl after ax dividedbyshatehalderc' equity.ROE hows ow much prolit company eneraies nrelation o its book value.

8



Exercises27.1 Fill n the missing etters.1 Assets re h ngs hat youow .2 Lab ities r€ h ngs hat youow .

27.2 Find a word in the text oppoiite hat matches achdefinitionbelow. The words appear n order.'l an amor.rnt t money hat a pe6on or company wes

docurnents iven o peope who nv€stmoney n a company,promisingo payback he money = he princip. withnterest= lre oupon) . . . . . . . . .a companys eputaUon,elationshipsithcustomersand colectve now-how when ne cornpany uysanothef, his s wh.t t pays or above he bookvalue)

common mistakes Many anguages sewords ike'actrvesand 'passives ' forssets nd iabili tes.hege ords onot existn English. lso,many anguages se word ike'ob igationl or bonds. his s a fake rie.d the word sntLisedn hisway n Englsh.

4 (phrasal eb) keep tom a larger mount n order o be used

later5 the money hat youborrow rcm a bank o buya propeny

(phrasa/ erb) ive orneone ll he money ou owe hemNote pa'd back ist ttheansêr)

27.3 Complete ach phrase with a preposition rom the

IO

boo. vdlue K rhe val-" ot . .orpary ' .r we'lr

the long erm a company eeds ash o pay he

( in is possible n #10, but isn't the answer here.)

27.4 Does he term creditors'mean accounts eceivableor ac(ounts ayable?

1 a current sset an be urned uickly cash2 'accoun6receivable' money wed cusiomers3 'accolntspayable' money wed suppliers4 'financialassets' re nvestments .nother

5 'provigong'nc des money et asde bad debts

6 bondholdeB ave o be paid .t maturity7 shareholdeE' qulty rows rcinvest€d rclits8 a h ghly everaged ompany as aken a ot of

27 BALANCESHEET

27.5 The verbs n th€ box can all be used with 'assets'.

Divide hem into three groups, bas€d n thek meanings.

own dspose of build up

acqunepossess

reatize

have buy sell

27.6 The verbs n the box can all be used with'debts'.Divide h€m into t\/vo groups. The meanings ithin agroup are similarbut not identical.

settle build up clear honaut tnculpay off tepay run up seNi.e

colle<t pay back

27.7 till inthe missing ette6.I A business ayhave sed its unds o buy equ pment,

vehicles nd nventory.f so,youcan say hat t has

't d p'all ils money n assets.2 lJa debl sn'tpaidback, hen he comp.ny efa is on

the debt.

27.a Complete he text with these words: copyfl?ht,

1 lf youdesign new product, r a new process, ou canapply or a This lves ou he €galight to be he only person o make, se r se t. lt lasts ora limited erod of time.

2 lf you produce nor qinalpiece f work e9 a book, design,computer rcgram), ou own he .................. on t.

Othe people .lnoUep oduLe wtho-r yo-roe s o1The ight s creaied utomatica y you don't need 0 appy.3 lfyou have unLque ame r symbol hat you u9e

for yourproducts, o can apply o register t as aonce his has been one, ih€r

peop cannoMe I

Se€ page 149 or some discussion opics.

company inan(€ 5



- l a l7<.t Cash low statement

-The cash flow statement (CFS) s an official finmcialsiatement the third covelEd in this book. (Se miis 26 md27.) InJormation for the CFS cones from the P&L ed balancesheet, but is presented in a different way. It is concemed with

real money (ie cash)-not amounts hathaven'i yet beenreceived orpaid. G enera y speaking, nvestors like io sc€ heCFSbecause th less open to the use ofaccounhng h.icks.

cashCash can cohe rron (or be used or) three areas:l, Operations: his s money received or 1os0 rom actual

/, Investing: his ncludes money spenr on physicat property(egplant and equiprnent), money received or tost) bynlvesting n stocks and bonds, and money made (or lost)lrom buying or selling subsidiaries.

{, Financing: his ncludcs money made by issring ne{'shares, oney spent by buyin g back shares rom themarkei, dividend payments made o shareholders, oney.cceived by boftowjng from the bank and money sed torcPay prevrous Loans.

A sinplificd CFS produced at thc eDd of a fi'rancial yearmight look like the one n thc bor.

Cash low {rotn operationsNetprofitaiter a(Deprecration

D€crease accounis eceivableIncre.se n accounts ayabieIncreasen taxes ayable

Netcash rom operat ns

Cash low {rotn investingPlant nd quipmeni

Cash low frofi financing

Stock iv dends aid

Cash low statement breakdownLooking ateach ig@ ln tum:

Net profit after tax This figure comes hom the P&L.See uit 25.

Depreciation This was subtracted n the P&Lio arrive at thenet profii, but in fact t was a'paper'expense and the profitwasn't really redrced by ihis amount. So t is added backhere o make he sums ight.

Decrcase n a((ounts rec€ivable A decrease eans hat morecrstofreG have paid off their oeditaccouts, and so morccash has entcred he company.

Incease in accounts ayable An increase means hat thecompany owes more money o suppliers. This s availablel€mporarily as cash nside he company.

Increas. n tares payable The same ogic applies. f thereis an increase n taxcs owed, t is addcd on the CFS as herei5 more cash still inlidc thc company until ii's paid. lf laxeshavc been paid ofl then thc amount s deducted there sless ash n the company.

Indease n inv€ntory The company has spent money opurch.se materials. f this is done with cash, he amount isshown as a d€duction. Noiice hat if the purchase was madcon $edit and the amount s still outstanding at the end offteyear then there would bc an inc.case n Accounts Payableand the amouni would show as an addition on the CIS.

Plant and equipdent f rh" umpdnv nveri : oncy Inassets uch as buildings orequipment, then his shows.s'cash out' (i. a deduction). f the assei had been sold, t

Issuing new stock This company has aised capiial by

Sto.k dividends paid Cash has been used to pay a dividendto existing sharcholders.

Bank r.paymentr Cash has been used o repay pariol a

Tb€ amout thai remains s ihe'fre cash low'. This s whata cornpany has left after it has paid all its expenses. t is oftenconsidered to be the ieal 'bottom line'.

3.600,00080,000

30,00030,00010.000

- 60,0003.690.000

- 800,000

300,000

- 630,000, 400.0002,'t60,000

See uniis 26 fld 27 for locabulary in this box.



Exercises24.1 Finda word in the t€xt opposite hat matchei eachdefinitionbelow. The wods appear n order.1 largemachinery s€d n ndustral rocesses

2 offcia y nraking omething va able o buy(in om a ) calcul liors

56

taken way rom a tota amount; ubtracted

money, spec llywhen ts used o start blsiness rproduce orewealth

t 940 9,564 10,540 26,960 27,900

24.2 Belowyou will ree a simplified ash low foreGittor a new business. ote hat a cash low forecst lookstorward, unlike he cash low statement pposite.

Study he first two columns, hen add hese igurer nthe @rrect plac€ n the third column,

Cash low from operationsOpen

30,00030,000

30,000

9,000

9,000 ?

20040

6,500r,800

2,400400

200

10,500

20040

4,0001,800

2,400400

40080

240

FebOp€ning balance

SaesCapitaLTotal ncomeEiq ce5

Direct osts

SalariesOfiice ent

Office uppliesUtil i tes

TotaloutgoingsNet cash lowEndingbalance

50012,O40

30,000 (3,040)30,000 25.950

Net cash low' Endingbalanc

company inance 61

2A CASH FLOWSTATEMENT

28.3 Refer o the cash low forecast rom he prcviousexerciie and mark hese statements rue T)or False F).

I won ol the capital o start his business robablycame rom he bank, ot he personalfunds f the

businesswner. /FKlue bol dt the t,,e f fio toan cpafnent. nrelatian o the .apital n')

2 Thewages l staff who actually ake he prodlct(orserve ustom€6)are how. separatelyrom hesa aryof the manager / f

3 Rent s probably aidmonthly, advance. / F4 The gas and eectricity omp.nies.re robaby a d

monthly, advance. /F5 ll isa conventionn account g o show negat e

figLrrcsn brackets. / F6 The act hat cash ow was negatve n anuary

a bad sign or h s new business / FContinue n the same way, answering uestions boutcash low in general.

7 On a spre.dsheet, herewou d probab be lvocolumnsor eachmonth: ne or forecast guresand ne or actualfgures. / F

8 i you make sale n January ut he custornertakes dvantage f one monthS red , the salesfrgure ouldbe entered n Janlary T / F(Clue: emenbet hat cash low statenents use casha<caunting, nlike ncome statements hich use accrual

accaunting see 26 5 #6 )9 The ash ow staiement onta s a lotof newiniormationhat sn'r.vail.ble iom he P&L lbalance heer. /F

10 A 12-month ash ow orecan r a key elementin anybusiness lan.See nit 9. T / F

28.4 Make phra5es y matching n item rom each

3

5678

capial by ssu q new shares

a credit ccount fulmoney rom he bankshares rom he marketone iqLireromanotherinformaton n a cedain ay

I record------\ the same ogic2 payotl _- som€ih q as an expefse

.pplv

28.5 Fill n the gaps using hese words: at b, id, or, on.1 spendmoney plantand equlpment2 investmoney pant and equipment3 havemoney v; abe . . cash

I jn is possible n #3, but isn't the answer here.l4 make purchase credii

5 raise apital ssuing ew sharesSee page 149 or some discussion opi(5.



Managing cash flow

Cash nflows and outflowsAhealthy cash lon is oblioush itupo.tani fo r b siness: tenables hebills to bc pai.l, the brsiness ube erpanded, andlenders and nlvesiors o be reassured Foia $ell established

.ompanv, cash .lll also bc needed o pav a dnldend to

Sources f. sh inflorys ar.:Paynents ron customers.Shareholder nvcstmenis.

A bank ove.drafl.hterest on bank sarnrgs.

Sou(.s of..sh outflo*s i..:ll'rch.Ne ofst{,c k and ri\L mai.rials.I'ruchns. of fixe d asseis: l cquipmert, nra.hiierv, officc

Dailv oper.tnlg crpcnscs su.h as office srpdlcsllryments of sala.jcs, cnt, t:lities.Loan nd oYc,driii paynlartsDiviLl .nds ,shi . .ho1dcF.|.rvnr.ni of tares.

Controll ing cash flowSom of th iicnrs tr.\c irL'rnrlq dncct coni.ol and L;,n bcmrntgcd on.t d.y-ioiiy Lr.sis, thds lcss so. :(r c\;,mplc,thc IiAt itcnl unLler nsh nflows (ic ccounis .ccc^ ;,blL')ifd thc first thrce lcms ndor.ish outfl(nls (('.ccounis

piyxblc) . t rc rr.s wh.r. ihfrc s rci lconi .ol . i io { hencash ntclls o. k'ar cs thc coDP.u . ()ihc. iiems re lessnr.n.g.abl. on r day-l(ld.y basis, bnnl lo. i is .: stf.:rqti.d.cision with d onel)ff inrpi.l, p.vm.nts.f s.larics rndut i l i t ics appcn. t i red imes n l ixod mourlsA key lcnr lh.t dircctlv ihpdcts cash loe is jnlcnlorrmNna, ienrcDl.S. . uni ts 5 and 16.) 'Dcad'nncDkr\ ' i l l in8on i slrclf,nr siorerootu ,r n a $'archousr. \tu.ls dl'nd c.shflow. Cash has been iken out ofcircllatio.. R.ducnrg'd..d'tuveri.,r), s a lrjor wa) ihai nranagcrs an conbol caslr

Cash low problemsMo1€busiresses ail due to casb lo$ prcblems han due k)lack ofprofitabilitv, parti.ularh jn ihe earlv years This sb..arse ofoverh-ading, n other (ords accepiing es (o.kryithout harnig sufficient esou.ces complete i and keepthe busnless urnnlg. A ke\'.oncept here s'workjng capital'Irom a strict accouliing viewpoint, this s defined as .urrentassets mnrls currcnt iabilities'. See nit 27 ) But from anevery.lay manatem€nt viewpolnt, i's simplv haling enoughcash o pay the bills.

Top 10 tips for improving ash low

Managing ece ivab les'' ' Offerdiscounts o customers who pay raptu .

Aqh ustomers o nal ,e a" i . i l ia l depos dl thetime the order s taken.

' ' 'Run credit hecks n all new customers.

' . Have heavily iscounted pecia offers on salesof old i'lve'ltory o gene'aip cash no\a.

. i lssue nvoices romptly nd oLow pimmediatelyf payments re slow n coming.

Look or oplionswiLh e.s s 'er_ slowpayr'rg

customers such as a percentage repayment,or cash on delivery c.o.d.) .

Managing ayables' ' Negotiate extended redlt erms.' l fyo need o delay payment , ommunlcate

withsuppliers nd warn hem_' ' Look carefully t your suppliers' eary payrner[

discounts. Will they really help you to reduceoverali osts? How rnuch dlscount will they gve

you n exchange or taking more of your cashearlief The devi is in the detail .

Lease ssets, ather han buy hem,

Th. pnblenr s this:nrF $uk irNlnves uying iock, singcqliptueni, .rvnrg tali, nd payiig the ixed cosis f rentin.t ltilihei, dll b.ior..nv pavmcnts ome n. Youneed.ash (ie $atrknlg c.pital) to Llo ll thnt, aDd ash has k) conelrotu someNhcrc l vou hrle given a new .ustoner a ldrgcredit perio.l n oftler to s'in th eif busiress, or ii aD e\istingcustumer s litc in paving nt a critical inre, h.n you might

ha e ver serious probl.tns.So $hat cnn a business o jl it has oll$ved all the tips nl thebox abole and still iituls that t hn s a shoftfall vith cnsh? hclirsi step s to take adlantagc of any emergen.y jne of.reditandlged at the bank. The second tep s to mike partillpalments on less mportant bills. And n finll option s to usea dnrd pnrtv to buv vour invojces n reht rn fo| t hem taking aper.entage of the totaL called'factoring').



Exercises29.1 Find a word in the text opposite hat matches achdefinition below The words appear n order.1 rnade o feel €ss worried bouisomething

2 arrangement th a bankhat a ows

youo

hav€temporary eqative alance

3 cont nLr g o do someth g, especia som€thing ad orannoying

4 fMo r'vordt osts hat don't change hen producton o€s1rp r oown

5 th€ d fference etween he amount ou have nd heamounr ou ne€o

29.2 In the Tips' box you will see he common nduseful phrase'the devil s n the detail'. From he context,

' r lrou

ool dl 1e oprd .yo. {r ree ots l b .d r l . rqs2 vodne€olo o . d rl .p .r. k ro ee _e eal9,Jato .


I have a healthy2 be a we -ertab hed3 have a y oper.ting

5 take advantage6 see ometh g rom a strict

on a day o day basisaccountrn9 rewpo l

oi a ineoi c.edil

5Ow-payrnguslomers

7 mak€ n ni ta l

8 run credt have eaviy10 have eEisient11 negotate xiended12 give nearly

29.4 Make pairs of words with a similar meaning tromth€ list below. All the words and phrases are used with

be-shedaf, ln aclvance, nflows, infusion, nje.tion, gene6te,hatdings, aase, needs, paynent (n full), raise, c.etpts,tequtrenenEl reseNet rgt*tit:€+' seftlement' shaftage'shortfall, pare, p frcnt

b-"+tan of - run out af

29 MANAGING CASH FLOW

29.5 Complete h€ story about overtrading with thesewords clear, delivery, fuffil,Iinit, outsanding, ovednft,

BackgroundManuela3 ueness s hrce ears ld.Herannual

.... ., s €180,000, f which 20,000profit. he operates ith a bank v€draft of up o €25,000.

Manuela ucceedsn winning n mpoftant ontfact osupply ovatech. heorder s or €40,000 month or woye.'s Sl'ew I be pdd 60 ddy5 t"' ?(Note: ixtyworkinqdays = three months.)

She alls hersuppliers. he orders v€qdh g she needs ofulfllthecontract f the lrst ew months.

Ihe lirst month

Thrngs o we . Manuela €ceives ers pp es and begins omake he tems or Novat€ch.

The se(ond monthManuela ak€s er id delvery o Novatech nd she'shappyHer uppers ont nue o supply materiak, ut o payller .rlsl .e a9 o 'rced-e er

The hird monthManuela akes ore e veres o Novatech, ut heroverdralt5.ow at the

The ourth month

lvanuela s worried. he anlpay

all her supp ers.However, he hinks he'll e inebecause heb tildeliveringo Novatech, nd hey e pleased irhherqLia y.

The ifth monthThe irst paymenl iom Novaiech rrves n rirne Thirhelps

heroverdraft nill €4,000 ver h€ irn . Some pp ersafe becoming neasy, nd one s thfeaten g ega acton.Thebank efuses o 6 .ny more

The sixth month

Novatech rehavlng ash lowproblems f theirown,anddecide o 7 theirsm;lest and newestsuppliers-heywrite o Manuela o say hai unfortunatelytheirpayment hismonthwillbe delayed. few days aterherbankdemands hat he overdrafts epaid ithin sevenddys.Manuela ecrdes har he an 3anymorcorders he closes he business nd bamesthe

See page 149 or some dilcussion opic5.

Manlela o pay he most5 bil ls , ui

Company inance 63



@ erofitabilitv

"Whotwillhappen o profhs four solesvolume rops?"

a

' ' j 1 , ,t l t ' , : , , i t , t , r l " , t t : t f i t : '

i , , \ i i ' i i i , , r : : : , . t , . , ' , t . : t r r t i i ; t ? '

: i : I i a r : . : t , ' t . i r , : t | r \ / i ) i | t t ) .

i : a : ' , ' : . r i r _ a . , ' , i : l ' . _ , r ? "

All the questions boye can Lrc nswercd Lry noNing onesnnpLe hing:the relationshiF rcts..n fircd nnd r.riable

Fixed costs and variable costsFir€d costs emain nrorc or less he same ega rdl€ss 1 hclelel ofsalcs. Typical cx.rnples are salaries f permdnenl

e'npkryccs,.dvcriisirg, R&D, rent, iteresi on bank l(Dns,ins rancc, hcntjng and lighinrg. etc.Vari.ble costs rcrease directly n p()potim t,) thc lelelofsil.s TvFicil cxnmplcs are parts an.] m.tori.rls, $1rgcs ftorpor.ty cmplov.cs, salcs com'nissnhs. deliverr chirg.s.

Thcr. .rc ii.nrs dlit .rc Llifficuli o.alL.Boriz., nrd nll .oslsv.ry l() sonx dfg|'(\'. Iht idrc{isnrS I(r.\im}nc is un,illcofs crcd k) tr. i fir.d c{)stbccausr ) it hrs n fi\cd L,ud8ott(r erch .ccorntirg pornli .rntl b)ad(rtising cosis o. i(,h)lc lrnrnd willndt bc nl.rcised or decr.ased nrm.diate\'in pR+uli(rl to tho s.lcs of individual pnluci linrs

Breakeven analysisOncc vou know specifjc .lucs 1or h. larious .osts, hL' irstlhnrg youle ible k) do js i brc.kclcn anall'sis.

E\ e.v busincss tud ent knorvs he classic raph ot holv.ostsand rerenuc rise at a different .rte as sales fcrease, an.l howihe.e s a brcak.ven point where hey .rcss. The brerkevenpoint is the snlcs olum. vou need o exi.tly coler nll your

Breakelen a.alvsis c.rnbe uscll lof dccking rvhcthcr n ncs,pnxlu.t i.tea s wo.th llcrcloping. and for compuiing hc

ne$ nrles igurcs hit wolrld bc n.cessary f you dccidc k)incre.se i\cd cosis ct bv rcnting nror. office spa..).

operating leverageOpci.rting lroralr is the cxtcnt (r which n lrusincss sc sti\.d cosis Grs omparrd to \ariiblc costs) n its otcr.li(rs.lf n irusincss is hlgh fl\.d .osts, hcn sniilLriso or irll ins.1lcs Lillpnduc. i l.rrgc isc or f.rlL n p(,fits l),1)t1ts nursensi tnc r a .hange n salcs ol nro.Kno*'ing tfu op.raiing l. .nrgc giv.s nDn.gcrs n nrotuaccui t tc nalysis han ooknrg inrpl l l thd brcikcvffpoint. t also nnrinds ih.rn k) kccp ti\o.l .osts rw In otuclto lituit do$ s . risk, and hchs th.tu t(r s. th. .ff..ts ofsubstituiing machin.N (with highcr fixod costs) or l.bo r(\ ith higher v.rdable osis).

Contribution margin analysisThe contributnr n margin s the percentdge f each euLoorsal.s th.t rcdr.ins rftcr the vrri.rble cosis are subtrnctect. hi sis th. amolnt thit is.rail.lble to.ontribute tuwards i e.1cosis and profit. Coniibution margin s uscd ol

Compare he p(titabilit\' oidiifercnt product iles.Dccide whether b add or subtraci a product ile.Dccide how t o pdce a p(rduci.Dccid. hor{ to str .tlre any conrmissions o that salesstaii arc encouraged o push more profitable hres).

Sale5 olume



30 PROFITAEILITY

Exercises30.1 Look at the graph hen underline he correct wordsin italicr n the statements elow

Tlre raph bole hows hat hs comp.ny a h 9h operal 9leverage smallrse n sa es {iornA to B)produces large r se

1 lf pointA represents a€s of 100uni15,hen poinlB

2 1f racket ' r€presents prof tof €100,000,hen rackel'b' represenrs profrt { €l2a,aa0 €2)a.oaa.

3 Thismeans har an n1eate sale\ t 2Ao/./140'/"prodlces n ncrease prcI aI 20% 1 Aa/a

4 Thls s the phenom€non l operatingeveage contributian

30.3 R€Ier o the graphs in 30.2. Und€rline he c orredwords in italics below.I Reduc g fx€d costs Graph A) rnedns hat more fener

sdes are needed o break ven R€dlcngvdrabecons(Grdph

B) do€s not have such d biq efi€ct on the breakeven

2 Look.l lhe lncredsLng ap b€fr€en revenue nd cons assales ncredse n both graphs ths s the operat ng everage.RedLrcingar abe costs Graph B) givesmo.e /e5s perating€verage hdn reducing xed cosls Grdph A).

30.4 Study th€ top half oI an income statement belowIt is in 'contribution format', so a) the variable costsand lixed costs are listed separately and b) figures fordifierent product lines (A, B and c) have b€en separated

lrrroni 's /aae,r i : r i(trqutes n €400)

l ineA l ineB ine C5ales evenu-o 500 765 830

Cost ol goods sold 275 325 374S.e - (oan "on 80 05 40

Sh pp ng cons 35 30 55Totalvar b€ costs {390) (460) (s6s)

Contr uton marg 22% 40% 320/o

S a a r e sAdvertis qElcOperating rof

check the definition ol'contribution margin'opposite tosee how the ./" figures in the tabl e are calculat€d.

txampe lne A):

5 0 0 3 9 0 = 1 1 0

9, rco zzY.500

Unde.line he correct etters n italics.1 In order o rnaxmize rof s, he conrpany hou emphdsize

li",e / B C n ts prodlct mx2 Sa s comm6sons n ineA / I / C maybe a itt e oo

3 These ngpriceof ne4 / I / C s prcbab too ow

See age 49 or some iscussion opics.

ln profls l rom'a o 'b )5im arly a small all n sa es rom B o A prodlces large al in

30.2 The wo graphs below are or th€ same company,six months ater. Notic that the revenue s unchanoed.

1 In wh ch graph, or B, have manageB educed he

adveftrs q budget d {xed cosl)?2 li wh ch graph, A or B, have mdnagers ound another

s . p o 1 6 r l L ' r 6 r p 4 1 "" ' r " " \ " r " o l " o s .

Sales

Sales Volume

Graph

Sale5 olume

company inanc€ 65



Financial marketsStock and bond marketsStock markets are he best-known inancial market, andthet tunction s fiJstly o raise capitai when a company goespublic (ie issues shares for the firsftime), fld secondly to

pro\-ide a place where blyers ed seilers f those shares anihen exchange hem.Wller a brsiness rea.hes a ccrlain size, the origiral o$,ners'ni8hi decide hai they hant to go public dd Lisr heirshares AtrE stocks)on a stock market. With rhe hetp ofanhvesiment banl<, hey sell these harcs o lhe marketat anIPO (hitialpublic offering).Ahrge:i m ol money enters hebusiness s a onc-time event and can be uscd o expand hebusiness. Owne.ship of the business asses .om the originalfounders o the shareholders.The bond market s .lso used o raise capiral, ut ir this.ise

the capital s raised as a loan. Bonds can bc issuedby companies, overnments nd some municipal orsr.reauthorities. Thc Dveskr ihc bondholder- provides monev,ancl lis is paid b.ck with intcrest over thc tcrm ofthe lo.n.Sbcks and bonds, which are collecrively nown as'sccuritie{, are activcly radcd on the ma.kets frcr thcv have

Money marketThe nloncy markct s lcss w€ll-knos'n, bui it providesimportani short+erm iquiditv for ihe fitraDciat vstc,m.Conlpinicscan ftrnd thcir shori-ierm needs with a rnnge ofclebi 'rs[umeDts, ftcn refen d io as commcrcial paper'.Banks usc his papcr o bo.row anct end amongsi hcmsch,cs.Covemments, iaLs and ocalgovcrnmen ts lsohav. access omoDey mark€t nstruments o tund thejr short,tem o.ot.

FX markettsy ar the arg.st liiancial markei nr thc world is the foreigncx.hange forcx/fx)narkct. Companies eed cur.encjes opay their foreignbills. Central banks buv.nd settcurencieslon 'qipuldr. rLee ' .h"-geri tF Covc'nnenlsu\ecur.ncic .io buy the bonds of other couniries. Pension unos neeocurrencres o make rvestmenis ovcrseas. peculators uyand sell cu .ncies as hey chase horr-rerm ends, adding aloi oflolatility to the svsiem. And evcrybodv $,anrs o holdtheir spafe cash n a currency with a good rate of inter€st.

Commodity markctsComodity markets exist o trade physical produ.ts such asoil, gas, metals, grains and meat.

Derivative marketsI nal \ . thpre re oprj \ . i \ '$ m"rlp ' , . A ded\ dhlp i - rfimncial irNtrumeni a'hose value is derived tiorn (= dependson) another asset. For example, an oprions coni.act on a siockallows you o mke money fthe value of the unde.tvingsto.k rises or falls)to a certain evelbva certain date.IJ t

does, you gain nore as a percentage rhan the movemeni ofthe uderlying stock. fit doesn't, ou lose everything.So, n exchmge for some risk, vou can in$ease yourpobential eim. Bui notice hat an oprions cmhact alsoalloh,s ou tobe nore caretul with youi investmenis: fyouown a sick and t falls n vahe then you l ose money-bur$,idt an options contract on the same srock yo can makemonev as he stock alls. n this way you have liedged'(ie protected ourseuagainst) hc risk.

Instilutional nvestorc

nsufance 0mpan s

Th€se r€ ndiv ua who purchasesma amounts l securtes or

hveslmenl anks uyand sel

securties nbehal ol he c ients(large ornpanes), ndon h€ir wn

Pension unds nvesl money halpeople .€savingor he ret emenl.lnsurance ompanles nvest hemoneyhey ecelverom oicyhodersMuluallundsBrE nt rusls)poolhemoney irnany rna nvestorsta nvest seected ornpanies a

Olten u e secr€tive hese recompanreshat oo he .oneyof wealthynveslors ndact n anaggressve ay:spec lngonashorll€.m as usng everage(reooffow g money 0ncreasepolenlial rolts). sing erivativ€s, tc.These rrns ypicalynvest n privat-"cornpanes orplb cly sledcompan s.There re wo eryd f-"renlypes f activty:+ venture aptall0 slppon stan-ups+ buyolls (where company takenover, eslflclured, nd hen old)Th€se re nvestrneni ehic s ownedby nalonal overnments ilha argebudgelary lrpus (egb€cause f oirevenues) hey nvestn a range lassers eg stocks, onds)

Hedge unds

Sovereign ealth unds



Exercises31.1 Finda word in the text opposite hat matches achdefinitionbelow. The words appear n order

I peop wl_o -a- a bLs ers2 d o u n F L q , \ " r l o . o n a o ^ F w L o I n v e g l r 1 o _ a y r "

government r company, h ch prom ee o payback hemoney th nterest3 (fl1lo.vordi)he reaton n value etween ne currency

and nother eg / $)4 peope who buy and sellassets eg shdres, onde,

curr€fcies,aw mateia n the hopeof makng a quickprorr

5 . .ddAn 're dd gF'oJ .rarget6 P -"q

" ; ng .nd"r l_PJd".e

Now do the sam€ or the words n 'Who are he players?'opp05ite.

7 fthr-.e ords) ctinS s he epresentatve f; nstead {8 peop who own nsurance9 combine eople money o hal I can be used more

effectvey10 (two wotds) narcy inuested n a new company o he p 1

11 s tuat ions nwhich person rgrolpgarns ontroof a company y buy ng a or mosl of ts shares

12 (twawords) hen agove.nment eceives orethan spendg ver parncularerod f nre

31.2 Put he words n ead box nto two groups, basedon heir meaning.

b.a.baofr.g.

br|| dep,es.ed.lattirg Ta..elneauntl nstng s(onq weal

a goad, high-tisk,profttable, sky, secure,sau d, speculatlve, otrhwh e


31.4 Complet€ he sentences bout <urr€n(ies ith thesewoids: appre.iates, depteciates, loatt, pegs, props up.1 li a governrnent ts €lrrency o another,

then i keeps at the same eve

2 lf a qovernmenl a currency,hen tsupportst and preventst frorn allngI lf a currency freely, hen ts va ue s

alowed o change gainst ther rrencLes4 lf l 'e r6es g"n,L he . L\ tf rl-o4 '. 9 dgo 19t ,re $ L

31.5 Fill in the missing etters in these commodities.I En€rgy . €oi l , na gat2 Food nd Ubr€3 Grains nd oilseeds: h t, soyb4 M€at: ca €, h gs (8rEpigs)

5 M€t.s co ef, r ore31.6 Complet€ he t€xt with the words in th€ box.

31 FINANCIALMARKETS

connodtty antrads dawnside iskhedgtng levetage underlying ssel

Two onceplshal are undamentalto odern inance reeverage nd h€dging.i is using ofiowedmoney o buy annvestment. ou nvest 100 of yourown mon€y nd €100- or €1,000 oI the bank's. his v€s ou enormols roftti your nveslrn€nt a goodone, but a so magniiieshe' . o,ot oi everage a rnarketincreases olatilityf the marketmoves gainst o , t' snot lsl yourown money olJ're sng, but he borrowedmoney s we . So oLr ave o se shares rJ ky tomi.imlze osses, nd his drves own he market ery

3 means rynq o protect ounefagainst isk. f youhold lot of shares, oreiqn urrency ro , yoLr' l lcearlyakemoney theprice f the asset oes p. But f the prce qoes own, oLr'll

lose. ou .n hedge h s risk by buynq a d€rvatv€ hat rsstructurcdo make mof€y.s the plce of thefalls.So l the marketmoves qd nst

you,at least ou have ome rotecton.

see page 149 or rome discutsiod opics.

1 9o -\2 s t \3 raise \4 payback --

5 iund

6 manipLrlate

8 bLry h.res9 support

capital y rsuing ondtshort'term ebtwith commercia apeasfrares n a stock marketpub c with an PO

a start up with venture apita

shod er.n rends n the marketa company, fren estructure t

Financial arkeB 67



sto<ks and sharesThe word ttocks' is sed in ihc US, boih 'stocks' and sha.es'

]n the UK, and equities' inside hc ndustn The people $hooa'n t hem nre knos,n as stockholdcrs/shareholders. Plalers

in the market are shown n unit 31.)Acompany's shares irst appea, on a skrck erchange at theIPO (initjalprblic ofierlng). see units 1 and 31.) Fron thispoirlt, drev begin o be.cin.el i.adcd on ihc e\change.People y stocks (r hLo reasons:

Stocks n i di\idend. \'o cin scc hom ihc nrconresLrte ent n unit 26 that sonr of thc lrcfit that a .onlpannakes is returned o ihe sharchol(lc,s re^ yc.r as adivid.nd pa)Drent.

0,c pri.c oI lh. stock on the markei.in eo up. If lou butlo{' ird scll high, o nrkc . prcfii (ie r .ipiLrl gain)

Obviousl)' 'o can lso m.k( a loss.\ ' { . ' ' i '

" 1 .r . l ' i r l 1 . , . i . l r , ' _ - . 1 , ,, . . . . r -

Investing in stocks

i n d c p c f d c n t . T h c r c n i g h t L i r. r $ c l lc n . b l i s h c d . o n r p . n y l r t h c h r. l t h c . r oo r r f t t N i a i l i n g . e r t h a t p i s i h l g h ,. o n s i s t c r t ( l i i r i . n d e v. r \ ' . a r, L r tw h o s c s( ) .k | r ic . c h r n g . s l c r y l i l l l . .litL,.rl\,, thcrc nrighi Lrc.r nillcr.onrp.rny in thc lcchnol()gy ncl(nwh"sc sn)ck . i . . i s g o i n g p r. p i d l \ ,b u t t h c y p n r n o d i v i d . f d s . r l l l ,b { . u { , i l l i l r c i ff ( i f i i s i t u r r i n \ . s t f dl ( ) h e l f . x p . n d ihc brs inc s .

Exchanges and indicesNcarly clcry country h.s r stockerchingc,. nd on lhc cx.hangc ccrtrnlsharcs an bc gnucd togcthcr o.rakc an ntc\. ln th. US hcrc sthe Dow lon.s, thc S&l'and theNASDAQ;h uFp. ihe |TSE, theDAX and thc CAC, n Asja the \ikkei,th. Hang Scng and the Sense\. Annrclcrcan bc uscd as a benchmarkf( t i rdi id als io.ks: is the sto.koL'tpertorming r undoperfoning

E efy siock s quotcd tr'iih hvo prjces:a bid ln ice (= the buynrg pricc) and anoffer pd.e (= ihe scllng price) Thedifference eh{.cn ih.se illo (= the

'bid/offer spread') s the protit ihai toes to the exchange ndother people $ho handle he hansaction.

Funds

Instead ofbuving siocks n an ndivldual .ompiny, you ca.buv *ocks in a lu1d. ru.1s hold a range of shares nd adi\ersificd portfolio helps o spiead risk. The fund managcrpicks stocks lith th€ help ol analvsts who hale expertisc npart'cuLnr reas, or example Chinese anks, or small blotechcomp.nics. or di'idend-paying.ompanies.I n . , * r , , . . h . ^ - " ' , r . . 1 ' ^ n i . " l . r . i - . r h H i - h . ' l . l i n 8 -l - c r lpast perfo.mnnc.. hcir m.nagea their risk proliLc an.l thcir

Evaluating a stockPRrfessnrnal n\esktrs k{k ii. {holc ranSc of fickts when

decidin nhi .h stocks buv:

SWOT flh€ companY l ) .5 : n r r. i l . \ . rnn l ) . r, . .

I s i r ( . r f l r t (i A r. r l r , i ( r - \ r. . r i 1 r. j t l ] i . i ) \ L ] l n j ] l ) . i ] l i ] l l j J n J ] j

A . t t t . . , r. r nf [ ]( i rxr ir

rr l . . r i rL,rr i r n ' r r. f ta.i r i .rl

l l r.er. r i l r id r r. . f I , / a r iF. . . . r i : r c j t r t . i o L r e \ r k c . . r o . r y r o n h enac.re l lnan€ l ard b; d . . . s f t . r

Eranrp \ tP (earf q5 p.r 5lrrrci , /E uL (pr.e/. . e r . . l r r ; r J l lOI lr. r r. o . . . ] i ryl t .

Prorpe.r . r dLI patui . r drrry

.o. r rnrr Der. l ,9 .1.

r d fg .h; . r pr t teff s ppo, t nd esis tan. . , r ;dnq

n d f9 .re :or iei: mefr (eq pr..5 are cwerr henre.r rer l sat rs mo : bearsh)a . e ana, / r r ieascna ty eg io.G do bet ter tor i

I r i re .coid ha . fa Ll5Prs de. t term n off .€l

Fin.n<lal ltu.tlon of

Market conditions

Ie<hnl.al analysis



32 INVESTINGN STOCKS

Exercises

32.1 Find a word in the t€xt opposite that matches eachdetinition below' The words appear in order.

1 (h,vo ,vofdJl ccountifg p.ott thdt s mdde Trom he s. e

2 d number hal shows h ol somethifg, sothat yo can measure hdfges3 an amount r nandard hat you c.n t r le or udg ng how

qood or bad other hrngs.re4 do nq beiter h.ns tn/o wofdJ) r.nse of d fferent ypes ol nocl5

Now do the same or the words in 'Evaluating a stock'

7 d method used o nLrdy n orqan za1 n by ana yz nq 1

nrengths fd we.kn€sees. i reoppoduf e5 ha5 nd the

8 prodLrctse ng p anned r deve ped hdt w be ar ible

9 po5s t ie5 espec Lly ood hrngs har m qhl happ€n)

10 frhree o. . / t h ngs hal makc 1d f. l t for.new company o ei ter markel , or xfmp tfrcneed of , ot ol . .p l i l o . 5pec. zcd now-how

11 a pn .e eve on . nock ch.r l lhal has lopp€d revous

12 ltwa woftlt \||a pata el ne5 drawn on a no.l charll fat con1arnhe prce noyement 0r a p€fior l l t me

l3 how p ayers n the .drket ee .bout .n nd v dlal no.k or

l4 a se .res l evenls hal happen.qd and.qa n n th€ 5rrneorder r a l the same rr.es

32.2 Make phrases y matching n item rom ea(h

:2 I Complete he text about financial ratios withthe words n th€ box. Check ny unknown words n a

ase6blnf lout v/ay

.apnalgaineatntngs.ret.ict areetced ptofnnbtltt/ sha,e n.e

nvestors €pd a way to analyze comp.ny objectivey,.nd tenior manaqers ns e he compdny. o ne€d'

1= perform.nce nd cdtors) o monitorts nancla eath Th6 5where nancld atoshdved,oelheyuse rg res aken i r€cty rom he compdny ccounlslo gve nlornral ion bo t ' ] (= prof s),growlh nd val le nthemar kel Thes€ a t05 a so appear nnew5 eports, nd f you want to I

i ndnc€, ou should al ean recogn e he words passivelyl

H€re resome mportant nes:

I EPS d,ni .gs ershare Th thenetproftaf ter lard vded by he Lrmber f rhares hat have een Esuedt s d ba5. measure i "

.b ty to make moneyr2 P/E Pr e o €.rrnings . t o Ih s L5he omp.nys h.re

pnc€ vded by he EPS Foranrnvenor probablyih. 5 nq e mort mport . rnt nd . tor t s l row wh.t t l r-"m.rket s w l l nq o p.y lor th .a ompa.y e . rn ng5 t s ed lo omp.re comp.irer t l re .nrc m.rket . highP/Em€ans hal he m.rket r. h 9h hopes or l re

.ompany3 Lrtur," .Lrit m. 'y o nd ate h. t the nock

3 P/5 Prce-to , : ret dtro Th5 : : m ar to the prevroLrs

I m a k e a d v d e n d - - -2 q u o t e a b d . \

I have. dNers ed

5 r s k5 qrowth

8 investor

lhe nnu: sa es por share s lsetul $/he. ela dt i9young.omp:nres irh ots o l eales ut t t le or no

4 ROE Retlrn on eq ty Th s s the net proft afier taxd vided by the shareholderl quty lt |s a rn easLrre fhow effciently a company se5 s 7

to prodLrce arn nqs5 Div;dend Yield Th s s the dnnLrai vidend per shar€

d vided y he share rce l t shows ou he et l rn nd vidends hai you qel when yo buy a stock Yo need1o know h s I you re ookinq or req lar dLlidends roman esidblished ompairy ather han he chance f a3 trom a h qh riskgrowth stock

See page 149 or some dlscussion opi(r.

per lornranceol a lund)

Flnancl . l arkere 69



RecruitmentRccruitnent Fning) is a tev area $ithin human resolr.es.Thc process nlolves nany decisions:

Should you hire a full-time employee on apermanent

contract?A flli tine cmployee s likely kr hayc a beticr skiLlsei. morcexpeiiencc, ore loyatty, nd you wiLl hale no re controlorer ihcir iinc. On the other hand, you re taking some iskwith your commltment u this ndividual, and you \ ill ha\eexha costs .9 paid lacation) to.onsid€r Other options

Fixcll-tcrn.ontra.ts.PalJ tinrc cnployees (eg students, ciirccs, nldi uals

' Te'nporary hclp ('t€mp{, re(ruiicd through an agcncr).Indepcndcnt contractors nd f.cclanccrs {'ho mighl work

ofr your prcmises).Rrorganiznrg he depatmcnt b nllocaic work in i

What iob will the new employee do?Th€re will bc ccrt.in iolrskills thdt thc or6iniration necds. 1Iyou rc replr.nlg.u cxistirrg nrplo .o, thon.n cxit nltorrk\could h.lp n).larify soDa. f ih. isslos. Afkr nhlc inalvsis

A job .l.scripti(Jn hat gi\'cs hc jt$ till., i {Dm..v of thrj ()b nd a l is t ot ihc nrnin . sks or. lur ics .A pcrRD spocificntnr n hii ljns thr knowlodgc,exporjon.o, urlificdtn)ns nd skills thit ro woul.l lik. aci didiic io hiv.. Thest .rc oft.n di .d nlto csscnti.l'

;,n(l'd.sjrablc sp.cificiin)D{.

How will you attract applicants?Oncc you hr ve.1 lob opeDing, our fini thoughis nre ikelvtu bc inte.nal applicants. i yo .lon't ofrer opportuniti es ocxisting emplovees, hcy'rc likely to become demoiivatedand start &rknrg clscdrere. But if vou do need o recruiicxternal\r ihen vou can se a ..ietv ofelecironic and printtnediAsuch as an onlinc posting on a jobs rlebsiie, or aclassified d (of a dispLay d ) n a newspapei You can alsousc he se(,ices of a spccialist mplovmeni agenc , rcludingheadhuntjng i.ns for scnior managers.Anothcr source of nes Nruits is referals, ie sugltesnons madeb)' colleagues, eisting enplovccs, etc. Bui belarE, a $'o.kptacerviih ioo mdy friends esulb n a group hat.esists upen sion,covcrs up for iLs membes, tria[zes too much, ignores hosen J r , d h F r. . p a r d , " 6 A p . ^ b l F r - , r ( . n t . . a d n +

What kind of interview and selectionprocess will there be?You $'ilLbegin by asking or and lookjng through Cvs (BrE)

or rcsumes AmE), nless you havc a spsial templare orapplication form designed by ihe compd\: You I'jll rherdraw up a shortlist of candidaies d ca these people or

At ihe nten-ieh there are a nmber of stages hat you willprobablr 80 ttuough:

Be$n br estabLishing appori with the candidaie. Th€ytyillbe nenous, and vou $,a.i to put them at their ease

so hai iher cd e$ver qreshons prop.rll You can also. he . l (L r . rb j \ In -^. i i l i /F and bn lrpn,r l )Outline the conpanv backgound and where hejob fits.Encourag. he candidate o talk about ho$' their skil ls andexpcricnce re releeani. Ask opcn-ended €stions andkeep hc nten ierv movint and on track.Close hc nrFn ier , and indicatc o ihe.andldaie the nexistep and ihe iimeframe.Rate he candid.te $hil€ thcy're fresh h vour nird. Kccp

Afier the nte^ ior nnd dependinil on thc ob, thcrc nr.ybe furiher tests. hcsc can ncllde praciical csts ofNanuilski l ls r cotuputing ki l ls) .nd psy.homctf ic csts(€g prcbleh soh rg, cl€.ision making, urtcrpcrson.lskills).Som hrgc compani€s a\e spcci.rl sscssnl.ni ccntrcs o do

Fnulhr b.f(tr( sclccting hc besi c.ndid;rie ,nd nl.king i jobottra, yo mnI '{.nt k) do som c ba.kg(rncl chL(ks. ^t .mnnnun ihls n\1nv(s i l lnrg orm.r.nployors who worolincd bv th. c.n.l atc ,s rcf...nc.s.

Tips or a CV (resume)Plt a Surnmary', a box at the top one shorlparagraph ltlryour cur.ent pos ion and objectives.Put'Work experience before Education , with the moslrecentjob n.st. lncl lde references t the €nd, of atleast a l ine saying hey're available n demand.Be speclflc n your descriptions f .espofsibilit es in

Inc ude ots of acl on verbs.Focus n ach evements ie importaft tlrings you havedone) ather han skills.DONT leave gaps n your emp oyment ecord, andDON put down manyjobs n a shon lme.

Tips lor a cover letterhclude a cover etter with your CV ]his cou d be the bodyot an emai ify oure s endingthe CVas an attachment.

Refer o the partcular vacancy eg where yo saw t

Show how your skills and experence would be relevant.Highlight couple of points rom your CVSay when youte available or interviewGene.ally sel yourself.

Formore help, use an Internet earch eng ne. First choosea word ike 'CV'or ' resume' r 'cover et tea, hen add aword Jike tips' or 'example' or 'advice or 'wrltingguide'.



Exercises33.1 Finda word in the text opposite hat matdes ea(hdefinitionbelow. The words appear n order.

. liurndn o\our.ost ar9e ot + r \2 b . d19, L r bJs e9s-ses

3 decide o use particLrr amolnt of money, rme, tc or apanrcurar urpose4 e/dr r"r o. rharyoL ave pds,ed5 i dir g 01 "bodv who tds l'e flg\r .l s 'o d sen ol

lob and peGuad nq them to ledve h€ir pres€nt lo b

6 (two wofdr) people who have ecenlly o ned anorgaf zat on

7 (phrasalverb) talecls someone y hid ng unpleasant actabout hern

8 (phrasal erb.) eadinq omethinq o find the i.formation

9 a pre'design€d ocLrmentormatled or a pa.trcularpurpose'0 ret io . l_ of u_de's la ldr_g €rdhress _d espect

11 decide hat someone as partEu r standard r level

Now do the sam€ orthe words n Tips tor a cover etter'

12 a ob hat savailable

33.2 Make phrases y mat(hing an item rom each

1 be on - =\ work n a different ay2 recru

.-a permanent ontract

3 work

5 sta(

6 .sk

8 keep9 d o

10 draw p

33.3 Divide he words n the box nto three groups,based n thek meanings.

looknq esewhere or a oboff the premises 9a freelancertemps hfouqh nagency

a short st of candidateson ach vemenls .ther h.n skilkopen-enoeo uesr|onssome a.kgroLrnd hecks

33 RECFUITMENT

33.4 Find wo words n the second olumn n ex€rcise13.3 hat are used when h€ employee oes somethingwrong, not when he company eeds o save money.

/

33.5 Underlin€ he correct words n italics.1 A candidate An appliGnt a, simply sked or a ob (egby

sending CV)t candiJate an applrcarf s be ng actv€lyconsider€dor he ob by he company

2 A classified d I display d s a short prece f text; acbssnied d dBplay d has boxarolnd t and can have

3 lI yououtline highlight po ni, you make eop noticeit and h nk about t; t yor autline highlight pai , youdescnbe he ma n deas

3f.5 Crosr out the item whi(h has a diff€rent meaning

1 to cornplete,illin, il out,submit n application orm2 10 aftend, be called ot, carry out, get, go far an nletvtew3 lo allacate, ssign, elegate, ivesomebody, et somebody,

4 ro be fa@tl with, catry aut, do, fulfil,peiarn a task5 ro have a challenging, aunting, difficult, hatd, thankless,

6 to talk about candidates mp yment ont€ct, 6torJ,

7 loLdve n erab shed ec'rrrert rerhod. ol ,c)proce.lurc, prccess

8 to have he equired rpetlbe, now-haq nindset, kilket

33.7 Match pairswith a similar meaning, ne rom €achbox. Allthe words (an be used with 'experience'.

apprapriate extensive firn handhandeon lttle prial

33.8 Match pai6 with a similar meaning, n6 rom eachbox. Allthe words can be used with'job'.

n,ake cdundanl qrE) quittakean temtnate AnE)

baring challenqing decenti.Jeal nanual requlal

hand n your dead-end denandinqismiss

See age 50Ior ome iscussjon opi .s .

Human esosrces 71



Pay and benefitst'ay is often referred o as'salary'in I'hite.ollar jobs and'wages jnblue coll.rjobs. .ompanv offers a compensationpackagc = pay + benefits) o emplovees, nd this is the mainway to attra.t and retdin henr.

Levels of payHow do vou decidc nhat levelofpay is appropriatc? ou. J n - . " r b i f , , ' d . [ e o t r r o , h c r m l ' o \ e ' - , r . t . , . u 8The best wav to get hls infornation is probabh' netlLorkirg:ask existnlg staft counterparts ronr oihcr.ompanies, pcoplc.lready doirg thatjob, eic. You could also ook at ihc jobadve'lisenents n loc.l nerlspipe.s and igcncics, or pcrhipsconsuli with yo r ch.mber of comnerce.Sometimes he salary or a job is fi\ed; ar other ritres t m.\bc opcn io dis .ussion, or cx.mple ai interlie$ or *hen i jobotlc. is nude. A studcnt ookmg for their iirst job p.obablv

won t hi e n1u.h r.f8nnring $Ner ocr p;r\,, ut otherpcople might. n parlicular you ha\e a Fosiiion of strcngth fyou hd c srrcci.ljzcd skills. r e\ishlt tob, nd rou cin seelhii the .onrp.nly n.cds yo .ticsidcs ddc nlg how nruch o piy nds' hires, he othcrmiior conce ofcn\rloycrs is hos mlch of a ris (AmEtxisc) kr Bivccxisting cmpkrv..s. Thr thre basjc appr(r.h.s,which nrc oftcnmir.d, . ,c :

(li e rvcryono tho sinlc Fcrceni.rgc isc.( ) i l ' { . . r . r . r ln , r r _ t . | , ' . \ l , { ' l . r F t . , ' r \ , r \ i . rll.vr .n inc.ntile schrnx, wh.r. p.rt of tho ris. is a bonusbrnal on p.rtortuan(e, csults or profits

Pertormance-related payTh. pros xnd cons of optnD 3 above ie pe orm.Dce{eldedpiy), ar. \ ell known:Pros t providcs si.ong nriti ition to work well, collcagu.sknow who isn't pullirg their wcight rnd resent t if thescPeoplc ar. p.fi the sanL'.Cons t creates ensidr bchlccn colleagu es, e#ornlance urrbe diifi.ult to measure, mplo)'c.s siop focusing on qualit ofwork and jnstead lrst fonrs on those a cnrs d1 i affeci pa\1It is ofco urse possible b gi\'. a bonls to elervone at the endof the v.ar ifcertain targeis are n1ct, nd this olercomes heobjection bout.ompetition undcrmining team$'ork.

Laws that affect payIrom the 1r man .sour.es point of ie(', anoiher mportantissre is compliancc with the ax,s hat affNi pay There ma

The minimum rvage an hourly rate or lor-pald

" Overtime ('iine-and-a h.U' mav be mandaiorv or s ome

EqualPal'

for equal ork (to combat discnmination basedon gende4 age, ace, etc).

BenefitsBen.fiis, he second area ofcompensation, re covere.l nihe table below V.nv of these have a minlmum level hatis required br las', but an opnon s for the companv o

AnnLal eav€ ayr paid ardton)Srck eav€T me off for pregnancy mdtern yeave). rth, mov ng hous€, lc

Life nsurance attractve o peoplewith la.n iesPrivdte eal th n5 ranceD s.bi i ty nsuranre for erous,

perrnarenr nlures nar alse ong-terrn oss of n.ome)

Pension plan The €inployer sua y sets p the(for p an and makes ayrnenls nto t,r€tirement) but the emp oyee can a so rnake

contrbulons

Workers' Protecl n against oss of ncome(ompensation (and or med cal pdy.nents) ue o

a work-reated jury, .cc €ntornes5

Frange enefits CarLaprop. nob e device, tcN.4€.nbershpf a heal th ubEmpoyee discount n the companyown productsRe ocation expenses

E\ha benclits ofler great lexibiliiy in how you rcwnrdemplovecs. Reselch in the UK has shohn th hc mosrcomnron bcnefits offe.ecl y largc conpaDies arc cmploycrpension pl.ns, life insl,|ance, n.l an ncreased umbcr

ofannual lcave davs. Other popular bencfiis rludcn, . t r- . r 'n . ,1 . e lo.npnr ,pp, GnrtrF- u, h J - - ni-rr.



Exercises

34.1 tind a word in the text ooDosite hat matches achdefinitionbelow. The words aooear n order.

1 (twa wotds) friceobs ather han actory obs

2 (human esaurce, antnue o emplof keep

3 : <.r o< ^f 16^"1:r

(threewords) dvantages nd disadvantages

5 (thrce wards; diam) daing he r share of ihe work

6 fee .ngry because ou arent reated a fy

7 gradus y m.king omething ss ffective

8 rhF 'acr(e 'obe)rng aw

9 odered by .wl0 unfair reatment

Now do the same or the words n the box opporite.11 a condi ton nwhich omeonesnl abe o use paf t i

the body proper12 (twa wotdi I|ingsthat yo g€t n add ion o yourbasic

3 l n c e n t i v e4 tfe5 m nimum6 matern y7 pension8 end-of'year

cornpensatr0nacka9e

34.2 Make phrases y matching n item rom ea(h

1 compensation---\ scheme2 bargain g '- packaqe

wage

34.3 Write each tem next o the corred definitionbelowt life insunn.e, pension, rctitement,'I the me after ou permanentlytopworking

money aid o your arn y when ou d e

money hat you ece e egul.rly hen youDecause ryourage ..... .

34 PAY AIID BENEFITS

34.4 Match each word in the box to its closest efinition.

bonus commission incone overttne pe*remuneratian rcyaw salary wage vveiqhtinq

1 a regular mount f money h.t youearn used or hourly/ daily w€eklypayments nd b ue-co r obs usualt usec/

a regu r amount f rnoney hat yo earn- lsed or monthly ayments ndwh t€ collarlobs

3 ' l1orey pdr.d by a pe6or. a ' r orgar ator o aco.nrl

4 (formd, ayment h.t youget or yolr work

examplehe chance o trave

) a sab\ awatd band beneht.... ^*"e. h;--- ..pdctdge tdage. eaew x"te

the noney hat som€one s paid or the extra o rs hat

theywo.kan amount f money hat s p. d to somebody very meth€y ella producta payment hat someone cha5 a writeror muscran9e$ each ime heir work s old of pedormed

exlramoney hat you?e aid n add ion o yourusuasalaf' especra as a r€wdrdo good peJo "lalcF

erlra arourr o' paygiver becaLse oJ $o l in a'r areawhere tl expensiveo live

l0 something xtra hat you gei roma ob, v€rymuch ike

a fringe eneiit, ut t can have o monetary aue for

34.5 Cross ut the qle word in itali<s hat does 91make a word partnership ith the key word. Check nyunknown words n a dictionary

aftractive, veage, basic, ampetitive,1 a / an genercus, rcss, ncenttve,monthly, net"

statting, substantial

2 back low, naternity, avettime, effomance-related,reward, severan@, i(k, ake-hone

p.y

34.5 Fill n the missing efters of the prepositions elowHer€ are th€ fetters you needt deeffinnnooooonrtuv.t have good ob. m a salary . . €40,000.2 'm noi pa d enough. t'snot .ir l'm .. - . . pa d.3 He's aid oo mLrch. e doesf't deservet. Hes pa d4 They aymysaiary my account t the €nd of the

5 The ompany aid my aptop.


73



@ ,rrrr., in the workptaceThe pievious wo units covered ecruitmeni, alaN and benefits. These are he core areas of humanrcsources HR). Brt there a.e a whole vadet_v f other norkplace ssues, oth big and sn.ll, thai HRmana8ers are to deal s'ith. Small irrns often sort these hhgs out inJormallv, ut in a large organizationa uion rcpreseniaf i'e might become nlohed. Most of th€se areas ale legal requnements liat HR has

to noniior and he papenr'ork equired or this mav be a ia 8c part ol the rork of the HR department.

W O B X I N G O U R S N D O V E B T I M ET h e s e a r e L r s l a c e a r n p r i n c p e b u t w h a t a b o u l a s t u a l i o nwhefe there s too mlch unpad unoilicia overlime? And is taways c ear whelher train ng and lrave count as parl oi lheiob and whelher working unches colnl as working hours?HF cou d become very unpopllar wtii oiher managers rf rttaes to enTorce he rlles in lhese areas loo slrclly

Leove dnd dbsen.e Agan Lhe P.n(pLes arc cea bLnwhnr

hrppc.5 when a s.( ch rl reels cokrerfterforsevera dav5lwhat

happcns sorcone s msng wo I be.alse or sc 'ous pe'so'a

p.oblcmslWhat hiPpe.s f everfone wtrnl 10 1ake ner ho davs m

ihe same nme . the slmme rn.l ihe e rt ro-onc eft n the ofllcel

What lripPe.s i t hr bc.ome the norm lor PcoPe 10 cile worl

ea-y on Frdal ate noon bui .o$ fie ncw CEQ doesn kc t

and wi.ts HR to do somelh ng abod tl

Health and safety

r ' r : l, \ r , 1 . ,

. r r : , i r r r , i i : i l r : i : l : : , i : _ r '

. r ' , i I : , ,_ ._ : , : l r r i , i i . : . . - -D r r 4 r l r : r I . i r i r i , i1 , i l r ) : : , : : .

Dealing bith hara.s twrtand. bltugingThis can begin jn very subuewavs -

and tead ro a laigecompensaiion award againsivou if not deatt wth prcperly

Disci li nan and tl isntissal toccdures

s n r r ' " r ' r r o l L ' , ' r r \ " ' ' ' l h r l q r ' ^ ' m F o n d ' r r

- ; . . . . ' ' ' : ' , . " ' ' , ,"

' ' \ ' r c l ' l ' r ' n l P ' l r " ' r ' r r r i * ' l

*ltt,out noticc rhoe nighr indudc {lghting' f'$d

theli. c(c Bui lfha( hiPPerrs l an cltpl)vce warts t)

, ' n u c : ' l rg a i r r ' r c ' ' l r ' r j ' r ' l r $ N r ' r r r \ r ' l r - | N r

. ' I " , , , - : , , u , " ' r l " r l ' P " J l 'r u ' ' ' l ' r r ' ?' r ' ' h c l

i . " . " " , ' ' " ' ' , ' " ' ' ' | l " ' " " r " ' . " ' r " ' " r i ' I

" . u ' , t , c "q " . . '

" " "r r r ' l r ' r ' ' l r l i ' 1

"' l ^ ' n

i\{r:. IloN are ilNse rvr rngs gtrcr':

s . iv rh . / . t r t r o t . . t r o r n d . r r h e r w t . n j d i s . r n r f i l o no n r f l l g r. r i d 5 or . r, r ; ( . , . l l l r . o r i . n n i . f r r t d r a b t r y 'j c r l a o r. . r < r r o n c l l . . , . rC . r. l d j , x r r , i l 5 j l r \ t n d

)t ,

dcc . . j . . rd r.or.n f r. t r,c . t \ c r r t ro olklorcc orpjrh. i . r.cune.r i r 'ourc. t i i . r l rhr. rLe. . . t , i r r t hcrcm frD. .ornrncf(5 .h d p. . / r.5 b.Ll i \h , l ,1h. . r r, . ror relob

Work-life balance

Arc here pportunillesor workinqlexible oLr9 r ob

\ n d l n q . l n r r m , g n l bF r r r o o ' i a n l o ' o t s e o - e ^c- r '0

io *o r r. - -o" , " o ' . p"ran Fru-1ngLowo4 ' l re '

a new baby. f HRcre.tes he precedent hat one pe6on

.an wo* lrom home one dav a week' how do vou slop

everyofewantlnq o do t?

GRIIVANCERoCEoIJRtS n empLoyee ayhave concerns r comptajnts bout thejrwork,emptoymeni erms,workjrqconditionsor r€tationships ith coLteagues.f so, heynray want io discuss hem or bdnq thernfornratty o the atierhon of HR. They wittexpect NR to addrcss and resolve hesegnevances. tlre prccedurc or dojng his

what happens l an employee sees evidence ol Iraud or bribery? k there aprocedlre ,or them to report this conlidentially? What happens l they doreport il, and then reelthey're beingvictimized alterwards or betraying heircolleagues? What happens t th.y ieel il being cov€red up by the conpany,that there s no use eporting l internally. dd so they wanr ro nake it public?Inc.e6ing\r govemnents are putting in place egislation o p.orect whlstleblow€rs, dd HR will have o enlofce his.

4



35 I55UES N THE WORKPLACE

Exercises35.1 Find a word in the text opposite that match€s eachdefinition below The words appear in order: Iirst downthe left collmn, then down the right.

1 an organ zaton that r€presents he work ers n a partic ar

Inousrry2 . " l e o e o o e o b F ) " l F o d s3 a period ol tln€ wh€n you re allowed o b e away rom

work4 (always sed with the what s lsual, averag€ r expeCred

s fixed by dw6 the practice l keeping h nqs around you c e:n

1 (twa watds; diom) da someth q quicklyandrareessy, ecalse ou wdnl o save me or money

8 b€havour hich s de beratey n pleasaf l , nd wh chcalrses omebody o te€l upset

9 inghlenrnq om€one r rhrcalen q o hult hem,espec. ly f hey ' re md er or weaker

10 fhvo words) non€y hat a coLrd ecldes hou begiven o someon€ ecduse hey have uflered harm

I I forma, a .omp a nl that an employee makes o anemploy€r bolt un{ar trealnlent

12 (forma, ayat tenton o a p.ob m dnd ry o dealwlh I

13 lormallyask someone n author y ro cha nge heir decis n

14 the fact that very different peop e ex n w(h,n a group

1 5 a n a c t o n f t h e p a n h a t s u t e d a s a n e x a m p €when someone anls o do the same h nq aga n

16 repo( nq i egd a.tviies within your own organizati on osomeone authorty

35.2 Make phrases by matching an item from ea(h column.

3s.4 Underline he correct words n itali<s.I T a $ o . d . r e g d . a l d d r . o 1 d r c . o q ( 1 r t . . b . . r o q o l .

rlatuto4/ 15 nor€ orm. .2 The words aws' and €g slat on are verysim ar, blt /awil

/€glJlatlo, s more ormd3 Th€words rules' and regu aUonr' are verys m dr but ruies

/ regulatlons 5 morc ormd4 lf you say yo dren s.tist ed, yau nake a claim complaint

lr you nrake demdnd or romething hat yo have a rightlo rec€rve, ou mak€ a c/a,n compla/ri

5 Atr n.ident accident s lun sorneth g that happ€ns,wh€re.s an 'ncrdent acciJert s d s dd€n ev€nt nwhrch

15.5 Read h€ text about dealing with misconduct, henanswer he quest ions elow.

What should you do i an empoyees conduct s becominga cause tor concern? Frsl carry out a iul investigalion,

le . . J^ srd L e a .o co_sequerces ' r ' ]eal legedbreach ol discip feThe emp oyees ob engthofseruceanddis cip ary

The evidence lw tnessesAny prevloLrs c dentsAny mltgaling circumstance s. g heallh or domeslicproblems of provocaton

t{or re\ ei r f s e , rdence o dererm e rhelher he L. 'eis seriols enolqlr lor dsciplinary measures or whetheflhere s an a lernat ve eg an nlormalchat or redep oyraenlFof certain seroLls oliences you may need o suspend anemployee while a flr nvestigat n takes p aceDisciplinarymeasures egin with a meeling, and fo owngthal a wrillen warnng Alter givlng a warnlng yoLrmustallow he employee irne o improve he r be havour On ymove on ro ' fe re ' l s lage o( t 'p p.o "d

.F . 9 a'ur lherwa.r n9 or hodilg d lo r " dF.p.rdryhed , lq

the previous warnng has no etiecl

Find a word in the text ihat means:| .hree âtd, ad,o1 o {o. .y2 (fout words; arnal) a \ lLrat n n wh ch its c a med (bLrt

not proved)that someone as behaved gainst he rules

2 sort

3 nvolve

5 be cear

6 dpped7 gve8 promote9 dddress

--. a precedent

\I n p r n c p , e

somethingut nformaa un on represeniat e

and eso e a grevan.ethe Lrles rictlywarnngs o an €mployee

35.3 Makephrases y matding an tem rom €ach olumn.

3 (twa wordst amai) fa.Is that he p to expla a.n stake andmake t seem ess bad

4 mov ng tomeon-a o a different p ace or a d lferent ob

5 oJfcia y stop sorn€one rom working becalse hey havebroken he rLr s

6 nreet nq of d committee r off ca organ zat on to i nd outrhp tr.r< ih.L'i (^maihinn

see page 50 or rom€ discussionopics.Honan esources 75

123

56

qrievance \

health nd \leqa

qross



Your background and career, . ;a I mjoyed high s.hool - my grades

were good ad I got i$'oh'ed jna loi of extracuricular activihes.At the age of ei8hteen went

io uiversity (AmE college/miv€lsiiy).I got a place at ihelniversity in ml' home own, allhough some ofny hendsmoved away to oih€r miversities ed lived on campus. Atfirst I haicd i, and I nearly dropped out after a few months.But aftcr a while I made liends and got used o wriiing allihe essays AmE papers). Money was a problem I had nograni or other inancial aid - and I wolked my rvay throuilhcollege by donrg a little parftime work when cyef could.

My dcg.cc was in econofrics, n.1my main subject AnE majo, wasintcrnational lide. The ecturers

(AnE professors) erc soodand I eDjoyed hc cou.se AnEprogram)ver), much.l spcnt he

nliddle year of thc cou.sc worknrs as an nicfn in a bank -ihat was really uscful. t was thc only piri rvhcre got somercal vocational banrnlg. At ihc cnd of the course thouBhiabout stayin8 on b do a Masic.s, but I dccided hat the ifeof d postgra.trate didn't.call]' jntcrcst mc.It was time iocni.r thc world of work.

Aftcr graduaiing, t took m.scvgal months o find a ob. Iwas shorilisicd for a fow jobs,bui thev never callcd mo back ora sccond nte^,icw. EventuaUyI was offercd a junior positionin ihe intcmational deparhnent

Verb fons for talking about your careerPast simple: completed actions and situations in the pastSingle ctions: got a p/ace t unive6in/.A sequence l single ctions: oined the canpany n February inishedmy raining fter our weeks,and started he ab prcpely n MarchSitLratonshat asted or some me: rived on Gnpu'Past cont inuous: adions and s i tuat ion5 in progress in the past (ie ba(kground events)1was living the life af a typical oung person n the hnance e.tar.1was worting as a waitress n a cacktail bar.Past perfect : making it clear that one a( t ion or event in the past happened before anothert had saved up maney rom the ab in the bank, and so . .t had aheady quit ny job when heyCombination: background si tuat ion + actions during this t imeMysalary wat incrcasing year byyear and sa I bought an apartnent.While was wo*ing as a sales ssistant, nather company nvited ne ta oin them

Combination: one action before another

I had saved up naney and so I was able to 90 travelling.I had aheady quit my ob when hey announ.ed the ab cuts

ota bant . Becauce m) Inle- .hrp {hu' l pldceme_.) lknerv more or less what to expect in terms of the woikingenliroment. I spent ive years here,learn ing he businessed was promoted o SeniorAnalysi n my late wenties.

That time in my ljfe was reallyhectic I was iving ihe life of aqpical young, single person n thefinancialservices ecior I workedhaid and partied hard. ofienstayed at the office nfil eighi n

the evening, and was exhalsted at the weekends. By the ageof thiltl' I was bumi out. I needed some personal pace odecide where my life was going, and I decided o iakc a yearoff.I gaye n my notice and quii myjob.

I had saved up quitc a lot ofmoney rom ihe ob in thc bank,and so was able o go ilavcllinS.I backp:cked my r .y aroundIndia and South-E.stAsia nndhad some cr.zy timcs. Bui I knew

that I had io settle down one da)., nd I wanted to start afamily.So cnmc home and staried o look fof work a8ah .I .eSistercd vith somc onlincemploymcnt agcncies, ndthcy found a vacancy almostinmcdiaiely. It was n asimilar tield as before, but

less high'pressure



I qet a p a(e-------\ through colleqe2 drop oui --at un versity3 work yourway

5 be short-lsted

7 reg ter8 l ind

36.3 The hird paragraph pposite uses he word'eventually'.This s a alse riend n many anguages.Ti(k (/) the E 9 correctmeaning f 'eventually' rom the

4 6fter a lonq ime

36.4 ComDlete he sentences ith the words n the box.Allthe words are used with'career'.

36 YOUR BACKGROUND ND CARE€R

Exercises36.1 Finda word in th€ text opposite hat match€s achdefinitionbelow. The words appear n order.

1 etters r numbeE h.t show he quality f a nud€nr3

2 fhro r1'ords)hings hat a nudenr do€s t school r colleg€

chasen concentrcte on

oppanunntes ptonEtnqthat ar€not part of the course

3 (phrcsaiveh) eft lniversty beloreth€ (ourte had fnirhed

money q ven by someone, speci. y the qovernment, ora partcLrar lrpose G m ar o scholaEhip, h ch onlyref€u o money or study)a course i nudy at a university, r the qualifcaton thatyou ger

6 a student ho works n a ob n order o get exper nce

wnen yougel marrred

36.2 Make phrase by matching n item rom each

1 You an a qood areer or yourself sal.wyer Butyou' hav€ o work a ot. For he next ew years

yo r career, otyoursoc al life.li you have ch dr€n, you l need o take a career

. Butdon worry yolr sk s areand 'm sur€ hat yo r career

wh€nyou e n yolr forties.3 Chang g rom indncalconsu ani o yoga each€f s a

2

7 reating o th€ k ls you need or a padicu r ob

8 fphrasal erb) ontinlrngo do a ob or a cou|s€ fter heexpected imeof leav g

9 completing our tudres t universty nd getting degre€

10 busy; ul ol actvny11 (twowordsJ ery ired and with no energy ecause f

workng oo hard or too onq12 (fau wotds) o d my eril loyerhat wouldbe eaving my

jobsoon; es ned'J ra \e ed oropd, . ra . rho-l -cf _no-e) .carO'ng

everyth g needed or fe in one bag14 (phtasalverb) la vinga qulet ife n one place, specially

I t means hat your

career finance il4 P F . b , i g ' l y o . n 9 T d r ^ i l '"

v e r ycareer n ront ot h m. m sure e'll nove p he career

very qu cKy5 She achleved ol in her

tookadvantage l the nany areeravalabe n T prolectmanagement ndwent ight o thetop of h€r profession.

36.5 Complete h€se memories y putting he verbs ntothe corrcct orm: past simple,past contin{rous r pastperlect.,)it remember

hat occasion erywe-

t was wh e I, l*o,k) at Omn e t was n the

{ " s l o r . f e a o h u - u r g g e l o j . / r r r g _ l e r o d l r ' " r

( ius t / i i sh) unch(write) report l rnydesk

(get) n SMS n my mobile hone it

(be) ery urprised ec.use(not / ontaci)anygencesike hai. (wa ) unt no-one

( ls ien) nd hen '

a vacancy lmon immedidtely

wth an on ne agency

(cai) hem l'm sure hey o (wait) ormy.. because heywere mm€diat€ly ery riendly. hey

2 alternatively

(a eady find out)a or abouime by doing a Gooqle earch n my name, and hat they _' ' ( * a n t ) t o h d v e d m e e t n g w i h m € . . ' . "

see page 150 or 5ome discussion opics .

You and your job 77



Your companyn'Len you descdbe you compmt you may choose to givea briet infornal introduction or a full, fomal p.eFniation,depending on the contexi. the five headings below cover theimportani areas o include nr a tull presentat ion.

1 History, size and structureStart with ihe name and mainbrsiness actility of yourcompany, and the se.tor in which you operate (eg theconsumer goods sector/ he business lbusiness sector).Say where he head office s located. Bnefly menhon hecompany's origins, hen coler key milestones including mymajor restructuling) and its size and structrre oday.'Size'might includc the number of employ ees, r thi ngs ikerhc, 'urberof . ton- Ate.hnicJl nJi ,dr i .n of ,omp.u) s , /eis yo r market capitalizaiion market cap). Structurc' mightinclude rcfclcncc o a business roup that owns seleral

cJmPrrics . r to ubrdrJr ie . or ro -Fprrdre r \ Fion"(eg organized by ploduct caiegories).

At this poini you may want to briefly describe heorganization ha.t (o.ganigram) fyour company. Bc carcfrll:this can bc vcry boringl

7 Main products / servicesGive an overview ofyour product.angc, nchdinS an),compeiitive advantages. oto thai nowadavs here s Iittlediffcrenc€ ctwcen hc words produci' and se'r ice' (cg ),oucaD ave ' f i nanci . l roducts ' ) .

:l MarketTalk aboui the comtries jn which you opeiate. Also ialkabout your tlTical customers {for a siddard prcduct) orclients when the produci is specialt y allored). This may

include a reference to the market segmcnt in which yo

r.lKey numbersKey ntnbers include your amual turnover (= rcvenue), ournetprofit after ar (- netincome), and yourmarket shar e. Foran intemational compant breik down thc revenue accordingio regions or countries. t's also nte.estint kr know whichLines oniriblte most to your revenue.

li Trends and plansThis s likely to be he pari ofthe presentation hat s'illScnerr tc he mnst nterei . - lhe o\ . ru11 rr ler growing rshrinkinS? Why? What new techno lo8jes r so.ial trends arcshaping your market? hrhat dru yoficompanyh plans or

Fjnall, you mny want io talk about your ownjob. See unit 38.

SWOT nalysisA differeni way to prcfile a company s by mcans ofa SWOTan.lysis. An cxamplc s givcn bclow, but it willbc different

STRENGTHSf the company

products: uatjty, aLue,etiabititypromising roduct ipel inemodern quipmentndefficient anufaclur ingrocesseflicientdistribution eiworkstrong ash Low

morat€, ommitment,eadership

0PP0RTUNITIESn the market

majornew contractsgrowth n the o(isting market

devetopmentsn technotogycompetito19'mistakespartnerships,gencies , istribution

WEAKNESSTSf the company

snal t narket hareweak rand magegaps n product angepoor managemeninformation ystemsinsuff ic ientates eoplelowspending n nnovalion ndR&D

THREATSn the market

. h F : n F r ( " h < H r ' t F n r ^ . 1 , ' . f <

cnan$ng onsumer astesslovrdownn the economy< ' . . p ( < . f 4 . i ( t i n n . ^ m n c r ^ r (

entry of n€wcomp€tjtorspotjticat teqislaiiv€ trectsa shotage of key dw mat€nak pats / conrponents



Exercises37.1 Find a word in the text oDDosite hat matd€s ea<h

definition below The words aDDear n order.1 events hat markan moortant taoe n a orocess

2 organiz q company a differ€nt ay o make moreeffcient3 (two ./otds;inance)he otalva ue of a company's harcs

(= nLrrnberf shdr€s their marker rc€)

4 cor.panies wned r controlled yother arg€r ompan s

5 a short descriptioi hat gives he main deas witlroutexp in ng a the dela s

6 fawonords) h nqs h.t help a cornpany e more succesttultfran ts compentoEmade or a partcu rpurpose r person

cons ering or.eth g as a whole; ncluding very,thing

9 becom g smaller

Now do the same or words n the SWOT able.10 (twowords) roductshat are planned nd willbe

11 the evelof onf ence nd osi tveeelingshatpeople ave, specia people ho work ogether

12 the hardworkafd loyalty hat someo.e iveso an

or9anrzatron13 (twowords) siuation when ew new buye6 an be

14 not h.ving enough f someth g; ack

37.2 Make phrases y matding an item rom ea(h

produCl

D

ranqe

advant6ges

2 product3 a siandard

5 R &

6 SWOT7 d strbuton8 cosl9 s bsttute

10 annual

37.3 Complete he company resentation bout zarawith the words and phrases n the box. Check nyunknown words n a dictionary

affotdable businss nodel ,.rtt-"r r"tt"t1cantinued expansion fountlet n.ome intlustry standard

pinelacatians state-af-the-art tunovs

37 YOURCOMPANY

Zara, artof the nditex rcup, s one of the worldSastestgrowing FiailFtr, fh .i nrovatNethat allowst to compete ith qu. itybrands ut at rnuch

prices.

The .. of Zara, manco Ortega, penedthe irstZara tore n A Coruna, pain, 1975. t wasa great uccess, nd Ortega tarted pening moreZara

slores Spain. Workng with computer xpertos6lvarlaCastellanoh€ycreated'instantash nj - the companyreduced h€ im€ rom d€sgn o distr ution o usi 10 o15days. The

1.200 tore5 . 7 in majof ities

at that trme was severapfoducton

and w.rehousing roced res, nd nstaled omputerizedinventoryystemso ink he stores o the actories. ll ofthism€ant hat hey wereable o respond ery Lricklyochangesn5

D ring he 1990s ndrtex ntered steady tream f newmarkets, nd by 2000had covered ost f ELrrope. oday,Zara present n ver 0 countres, ith a network f

For he whole nditexGroup whichnc udesMasrmoDutti,PullandBear, ershka nd other hain, annua3 isaround 0,000 m lioneufos, ith anete of about 1,000m lion. he otalrelarl rea f the GroJp s app'oa(h 9 2.000.000 qJ. emetres. s a measure l the company uccess, arketcapitali2ationas nc.eased y200% since t was idquoted. ldns'orhe 'utJrc ncluopin the Asia'Pacificegion, nd he opening f more Zara

Home' tores, elling edrcom, aihroom nd livng room

products.

see page 150 or some dis.us.ion opics.

You and yo rjob 79



5 I woik for a medim-sized, fmlly-owned business. We offerspe.ialized seri.es to the coslruction industry. I Personalyspsialize in lighling istallaiiom irEide buiidings mybackSloud is in ele.trical enginedng. l'Dl responsible

for the initial contact with the client - I visit them at theiroffices and discuss then needs. My role is to talk to iheai:hitects and the developers, to try to persuade rhem of theimpo ance of modem lighting design inside a building.I show them how it cm create a good working atmosphereand add to a compmy's image. I explain our track recordin tlus treld dnd .hoa them d portrolio or olher liShtirSinstallations that we've done.

Once he nitial contact has be€n made and the.lient isrcady for a detailed proposal,I take a back seat ora while.Somebody lse ook at the detailed spec'ficatios for theinstallation and then another colleague researches he costof the labour and materials. Those two people work underme, and I supervise hei work quite closely. inally ourlegal departm€nt draws up the proposal. I oversee the wholeprocess and sign off the proposal before it's sent to ihe client.

There are a number ofolher people hat I liais€ with on aday+o-day basis. We have an Office Manager who handlesincoming calls, orSanizes my schedule nd kccps on top ofthe filinS a.d administrati on. And ihen outside he companyI have close contact with the alchiteciE nd with the projecimanagement eam esponsible or the whole conskuction.

I repor t to ihe Head of Business evelopmenL nd she

reports directly o the CEO, so there are not many ayers nihe company and t's not at all bureaucratic.

My work is challenging, fcourse, because t involves botha sales unction and a technical function - and every projectis different. But the atmosphere m the office is great. It's veryinformal and I'm on first-name terms with everyone, eventhe CEO.

So that's me. Now about my wife. We[, she work for alarge, multinational banl with its head office in Switzerland.It's a back-office tuaction she work in the lotudepartment. Her job involves checking the.redit history orcompdies who want to boff)w money, dd then assessingthe risk of the tom. She deals with both smatl and medimenterprises. She's doing we - she w6 promoted last y€d.Now she's in charge of a sma tem of fou people,so there a matuBemcnr nrpEion to herjob dswell, it's nol simply nmber-crhctilnC.

tt

Describing your jobAdiedives to des<ribe iobsfascinating, ewatding, atisring, sxnulatingboing, dull, repetitive, cutine, unintercstingchallenging, emanding, ad, hectic, iring, tough

Contacts at workboss, CEa, colleague, avwrker, aunterpan, ustomealine managet; pposite unbet, projed leader, uppliel

Collocations with' task'approach get down to / tackle a raskcarryout I do / get an with / penom a askcomplete fulfil / suKeed n (daing)a raskds,ign anpbody qrye onebody set omebadt 'a,rbe tasked with doing sanethingcollo<ations with'work'Iwo*tot.. (a conpany)t'm wo*ing on . (a Uoject)I work with / alongside ... (co eaguet

to be n wo* / out of workto be olt work (because au rc ill)I leave for wo* at 7 3Aam. go to work bt vair.Igct to wo* at about 8.45an, I'm at woft until 6pn.

0



Exercises

34.1 Find a word in the text opposite hat matches achdefinitionbelow. The words appear n order.1 (fwowords)he hings hat a pe6on or organization as

done n the oan which howhowwell hev have one

2 (phrasal ek) p'eparcs ff tten document e9 a lin, plan,

3 be n charge f a grolp of workeG nd check hat heirwo l i. donF aikractor {- supetube'

4 (phrasal erb) ff i.ly agree o something

5 exchange formation o hat everyone nows hat snappenrng

a complete t successfuy.b start oing t sef ously r with effort.c cont nue after toppinq or a short ime.

38.4 Make phrases y matding an item from each

6 ftwo vords)he process f worknq with lotot numbeEand calculatingesu s

38.2Underline he correct words n italics.1 A ob hat s chal/enging demardlrg s difficult,uralso

nterest g becaLrseou have o use a ot of sklll; ob hats challengingdemanding eeds. ot of your imeandattention, ut sn'tnecessarilyther difiicult f lnteresting.

2 fhe pftase mylinemanager'l mybosr'could e a little1{o'ral. p..Tic-la' f rhal pe.sor pre,ell eg be,ntroduced yyo ), so nneadwe an9ay'my ine managet'

3 The wordcol/eague coworkers morc ommon n Europe;the \atd calleague cowotker s more common n the lJs

4 I6e watd caunteeaft opposife umber efers o someonewith he same ob as you n anothe. canization; he wordcarnLerpan appatite ,Jrber .rlayhave he ane meanrng,but s a so common used or sorneonen yourownorganization ho has he same ob but n a different lace(ega dliferent ountry).

38.3 Complete -3 with endings -<.1 lf yougef down o a ask, o ... ll2 lf yougef on vdh a task, ou .. r l3 lf you ufll a task, ou . . ]

I .:r"--\I taKE

\J OVerSee \4 h . n d l e \

5 keep

on op of the ilinga back eat or a whilenitial ontact ith a client

incoming alls

3A YOUR OB

38.5 Cover he opposite page with a piece of paper.Underline he correctwods in italics.

1 lwotk fot on to a family-ownedus ess.2 | spe.ialze n / on to lightingnstallaiions.

3 My backgrcunds orl,, / w,thenqineerlng.4 l'm rcsponsible bout for of the nit al contact lth he

My rcle forlln /to talk o the drchitects.Somebody lse ooks tl on to the detailed pecif ations.There rc a number f otherpeople hat lia se rom fo /wth on a day-to-day asis.lreport or to / under he Head i Business eveopmenl.Mywiieworks /o]1 to the oans epalrrnent.she deals flo/r / wtfi both small nd med m

567

89

t 0

l1 Sheb ncharcerom ofl to a smalltearn.

12 1'mwotklng or an to an nteresting roject.l3 l 'ma ournalistlspend ot of imeworklng t l forlo,

myo{un. rcm hame from he hane.14 My brother s off wa* / out of wa* - he's beer

unemployedor wo months.Mysister so# lrork out of .r/o/koday she got a bad cold.

l5 tverymorning leave ot wotk the wa* .11 30am.Iarive o /9€l to work at about 8.45am.'m at / n workuntil6pm.

16 Herjob nvolves hecklng io check he cred history f

38.5 write a ti<k (/) ifthe sentence s grammaticallycorrect. Write a (ross (f) if it is not.I I'm responsibleor this. l2 I'm he esponsible or this. .]3 l'm he pe6on esponsibleor h s. I4 This s my responsible. l5 This s my responsibility.I

See page l50for 5ome dis(ussion opics.

Youand your ob 81



Telephoning - making and taking callsIn the dialog1re elor{ Ccline Perez CP)calls MaunceCassidy Mc)on his direct ine.

N,4C: auf ce C:ssidy

c P P e o M d u r. " t t . . . c p r r F D " , " / p " " . r ,N,4C: e ne - how n ce o h€ar rom youl How are hinqs

CP F ne, ine. Malrice s th s a good ,nre o 1: k? Areyou in the nr dd e of something?

N4C No, now is good lun et me c ose down h sdoclment 've been working n OK what can do

CP: The r€ason m ca ng rs bec.uie of the f rst qlad€rsa es gures Have o seen hem?

N4C: es, hdve 5a es n Frdnce ere beow target, ight?CP Ex.cty The a es eport oesn g ve any explanat n

for that thouqht you m ght have some deas\ .4C: do have ome deas, ut d ike 1lr peak o Anna n

vlarkel n9 abolt t can get back o you tomoffow

CP: S re .MC OK, eave l w th me I cdllyou tornorrow afternoonCP: Great I d appreciate hat Thanks or your lme. By€.

Noli .c how Mnuri .o l . r r ts h. cony.rs i tnn n n hiendlw. r y. r t i n . 3 .Notic. how Crlinc chc.ks thni ih. olher pdson h. s Irm

Noticc nt lin. l'1how Celnlc ses n irc.l t.nguigc(ic pisl f().nrs: rrr, l,rlrl. rr) n) encouragt NICk) gireinlannrtnr l she docsn h.nt hinr n) e. l under n

Ii the sccond di.logue bekN Vonila phoncs compinl n)isk aboul lhojr Nr.ket kseirch sc^ ic.s. Sh. speiks fin n)

Recepton Good mornnq, CT CommLrncaton5 ere .speak g . Howcan help ou?

N/on a: Oh, qood mornng Id ke o spe.k o omeonen yoLrrmarket esear.h epartmenr.

Re.eption6t: Can have youf name, p edse?Mon ka: Yes, \ l\4onlkaWeberRerept ionir t : K,Mof ka, pease od wh € t r ry o

Glanfranco Mdrket Relear.h Granfranco peakingMonikar h, he o My name s Mon ka Weberfrom

sprinqer Vleda and 'm ca ing o ask a f€w quesrionsaDolrl o r market esearch ervces.

G anfranco: Of colrse, Monika. How €an help you?\.4on a: d like o know .

Noiice at tine I horL the reccpiionist gnes a lery turll

Noiice at llne t hos,Gianfran .o answers his inrena,

fhe phrases you need tgAnswer the phone(rerept nsi) Goodmorrrng, CT ercsa peakinq Haw

I L " 1 a o \ o . o h . a . d . - D a p t ^ . 1 t \ t

C o n n e c t l h e . a l l e rPtease ald while try to.annect youl' t try het nunbe. tar you

5ev rj 'ho '5 cal l ing + . ,vhyrhts I speaking My nane is

Can speak a . pleasa?td ttke a tpeak o sarrean. aboutIhe rcason m Glhng st n .alling ta ask a few qu€srionr bourI m .alhnq n (anne(tian wnhr: reet ingsHe at Haw ate youlHow nt.e ta heat rcn yout How arc things n PatisTAh tdt.Jn't ccagnize our votefhanks at caling - dtd you get ny en l?

Che. l i i t ' s a good timcls ths a gaad tme ta talk?Arc you tn the niddle of sa.nethinq?Da yau have a tecond?

En€1 h€ cal lls Iherc anythtng ke I can help au wnh taday)Thanks ar Glltng / lt's been nice talktnq ta you Byefhanks ar yout tineAK. leave t vlith ne. l ll .all yao tonorravr' aft-.rnoan



have been given.)1 He o Maurce, s s Celn€ erez g

2 Ce ne how e to r from youl3 l s t h s a d e o a k ?A r e o u n h e

Exercises

39.1 Coverthe opposite page with a piece ot paper.Now try to remembef he words below (The an letteE

39 TELEPHONING MAKING AND TAKINGCALL5

39.7 F 1 Speaking racti@: isten and repeat. R€p€ateach phrase ou hear and hen listen o check.

39.4 cover he opposite page with a piece of pap€r.Underline he alternative n itali6 below hat is more

I Goodmorninq,cI Teresa peakiry. an help ou? How

can help yau?2 I want o speak I d like o speak o someone yourmarket es€arch €partment.

3 Please n I have ov nane? Can please ave aurnane? Can have your name, please?

4 /m // t3 Monik.Weber5 OK,peate hold wait n rne whie try o connect ou.6 Gianfran@ peaking l'n cianf?nca7 I m ca ing a knaw ask few quenions f / about olr

market €searcn erv €s.8 Oi co'r6e, Monika. ow can wauld help au?

39.5 took at phrases -e then mark he statementsbelow True T)or Fals€ F).a Id rke o speak o ..b Can speak o . .?c Could speak 0 . ?d I mlsl9peak o . . .e I need o speak o . .

1 In practce, hrases -c are nore r less he sarnerhe istener robably ont even otice T / F

2 Phrase s direct nd rgent, bLrt OK n bus ess. / F3 Phrase s direct nd Lrrgenl,ut s OK n bus ess T / F

39.6 look at phras€s -d then answer he questions

a fhe eason 'mcallingr . . .b Perhaps o coud help me. d ike o speak o 5or.eone

something?4 lust et rn€ se wn this document 'vebeenworking

5 The on 'm ca ng s se of the rrsl uarter

6 The ales epo.t oesn't iveany€xplanaton or that.ghl you ght have ome d€ar.

7 Can t ck o you =contact ou again) omorow

8 OK, ve t th m€.

9 Gr€at l'd are hatRemove he paper and <hed your answers.

39.2 At line 5 Celine hecks hat ifs a good ime to talk.Put he words below nto order o make similarphraies.t have ou a second o?2 rne Do want ater you o back a ?3 now ght youArebusy?

39.3 We often use a past ense o make our languagepolite or indired (to make he other peEon eelthey areunder no pressure).I wanted a speak o sameone baut my order

IwASust gdil4g about he sales lgures.(= 'm ca ins)tthought au mlgblhave sone deas. about(= Doyou have fy deas?) c l'm calling n onneciion ith ...

d don't know I l'm hrouqh o the ight department, ut mRewrite each sentence sing one ol the structurcs bove. calljnqo ask a ew quenions bolt ..1 'm calllngo see f everythinq3 K fof Fridav r whch two phrases medatey ive he eason or

2 'd like o ask o a quenton bout monyour all?

2 Which wo phrases sk or he p or general

: irno*yo,r " ",",l,ilJn,ii'. nrorm'tion?Read he diaoques n page 82 a oud. Do t by yo 6elf or wiiha colleagle chang q roes at the end). Pract e severa mes

Telephoning 33



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Telephoning - messagesIn the dialoguebelou he callcr C) {dts to speak osomeone ho sn't available. hc ecepiionist R) akcs he

R: CT' €resa peak g. Howcdn he p you?C: 'd lk€ o speak o Stefan pska, easeR: ' l l tryhis lmber oryou. , \_ \ . \ leo?C : H e o .R: 'm not qetting ny eply.un bear with me or a

moment h e try dnother umber

Noiice ai line t0 how the call€. sa1.s hc names beturesp.liing them. Henring he whole wo.d fi.st helps he

Noiicc at lhe 1{ horv the se.ietary checks y repe.ting the

Nohce hos the receptionist nd the secretary inish thedirl.rgucs b) promising n.iion (I'll ..).

The phrases you need E8. , r i t : :nr ; . l l : - i . . r. , : ; ' i

-tust ear with ne fot a r.romentCan put you an haid?Right. sony ta keep yau v|aiting.

: : : : . r. : - : . r,_: .n . i5 , . r r. , r. i l ; i r aHe nust be in a rneetingsany. shes ot)t af the offi.e /on anathet call.

. r . i r i . : i . i s r r n a t ; o nWhat\ t tn canne(tian wnh?Can yoUqrvene yo1r name?aan take yout number)] e . \Je . $ . . :n r. jeDo yau know havr' anq he be?C.r / /€rv€ampssaqerThis s / lt\ | Lly nar/,e B Frank HaydenCan yau ask hm to Gll me back?r. i i " . : re : : ia r€waul.l you lke ta leave a netsage)Let ne lust get a pen

Can yau spel that (far ne)?ls that wnh an t or an e ?tt that t as n ttaly, r'e as n EgtptaLet ne read hat ba.k tn you

a 11 r n i s . . . 1 ) . r 1t 11 e| htm as saan as he.anes aut af the neetlng111 ake sure he gets the nessage

O K'm sorry, nr nol h.vin dny uck he must be n ameetrnq.WoLr you likehisvo cem. ?No, need o talk to h m p€6on. ly.I can ask hrnr o.a you bdrkYes, please o th.t ts FrdnkHayden er€ He knows

OK, l ln mdke. note ol yourname. rank ayden.l s h a t w t h a n ' r o r . n ' € a t h e e n d ?l l 5 n e , ' e a s n E q y p l . H AY D E N .OK,Mr Hayden, l lte h r. as soon s he comes utor ne m€et 9

C Thank ou.coodbye

Noli.f hor{ tlrc ..r11(r' l,rfifles lhe spclliig b\ snrg i pl.c.

lf thc nc\t dirli)gue lh. c.rll.f (C) ilcts thnNgh k

C : H e o , c a n s p e a k o s l e f : n L r p s k a , l e a s e TS: 'm sorry,Stelan pska s o 1 of rhe otfice his

alternoon. Th s s his secretary peakinq Wo d yoke to eave a rnessage?

C: Yes pledse. an you ask hiftr o ca nre bacl5: OK. Leime ust g€i a pen Rqht Can ou q ve me

yourname nd number?C: Yes, sE a Voqe arSr Caf you spel l that?C: l t ' sEld,E doub e L'A,Voqe.ar V-O-G-E-L-do ble-RS And he nlmber?c l t3 00:1, hat ' s he code or he N€therland , 0 512

6149OK, o lra t ' s lla ogeaar n 0031 0 512 149.That qht .Anythrngse?No, hdtS . un ask m o.all me:s soon sposs le lt'san urgent matter.I understand. mdke ure e gets he message.Thank ou GoodbyeGoodbye hank ou or callifq.

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Exercises4O.1 Cover he opposite page with a pie<e {paper.Now complete ach sentence elow with a verb,a preposition, r both. The onger ines are or verbsand he shoner ones are or pr€positions. out of is

one tem.)bear call leave let nakenust need put read speak

(f tst d alogue opposite)r c: 'd like o . ... .......fpqq-t lo srefan

2

3

please.' l l tryhEnumber you.

Just me or aI'm not having ny uck he. . . . meet ing

to tall to him peEonally

l'lljust a note your

I t 'e as . Egypt .

Lipska.

567

(secand alague apposite)9 Sr Stefan ipsk. 5 the oifice his afternoon.

l0 S WouldyoLl .ero a rressage)11 S : . . . . . . m e l s tg e t p e n .12 C: That he code the Nethe ands.13 5: OK, othat l Ella ogeaar 0031 05126149.14 CrJun . . . . . . . . . .. .. . . . him o callme as oon s

15 5l l' sure e gets he message.

(fhe phrases ou need)16 Can ......................ou hold?17 Sorry heb .....................nother all.18 Letme ....................-. that to you

40.2 Underline he correct words;n italics.

I' l l te

I him s 5o soon s see m.2 Can youspe itl that?3 s \herc anything sonething else4 rhankyau fot your calling calling.

40 'ELEPHOI\IING MEssAGES

40.3 Put he wod5 in the right order. Write he answersunder he corred heading below.a Can me o ask ou back imcall?b Do you be he'llkfow how onq?

c Hold heck. ust na moment .d l'll sure he mesrage ake hegets.e l'm sorry h€'s maiern y eave lt on.I Right, ou wa inq o keep orryg She's i desk er at the moment ot .h Whats onneclion ith t in?

Atk the caller o wait1After waiting2 .........Explain omeone s unavailable3 . .

Ask or information5 (caller)

7 r . a ]

40.4 Putthe dialogue between 5e<retary nd caller nto

(Sedetary's htases)a Sorry hes ut of the otf ce ightnowb Ot couue Can ou giveme yournameTc Good morning, og ticad Right. 'vegot hat. ts J.mes Matthews bout he

containersn Hamburg.e ls hercany,thing ke?f Andwhat's t ln connection ith?

g No, hat all. Thank o foryourhe p. Goodbye.h Hello. 'd like o speak o Lena, l€as€.i lt3about he containersn Hamburg.

j Could ou ask her o call me back?k Yes, ha 3 ight.I Yes, t's ames atthews. ena nowr me

1 s)E 2 c)i..36)[: 4 c)L] s s)n 6 c)[]7 i s ) l_ ( c )a e ( s ) f 10 (c ) f - t1 ( s ) t r 12(c ) [ :

Read h€ dialogues n page 84 a oud. Do t by youEef or w tha colleaque chanqinq oles t the end). Practse evera rmes

40.5 S 2 Speaking racti(e: isten and repeat. Repeateach phrase ou hear and hen listen o de(k.

Telephoning 85



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QI(fl Telenhoning checking, larifying, active isteningErik E) s on a business rip. n the dialogue elorv e callshis colleagleMaria M) rom he ocal office.

E: Maria? m on a train rom h€ aifporr.My lght adved

Erik? 's 6 re.lly bad ine. You keep breaking p.W€le going hrough unnels . was $ying hat myf ght affived ate. ' have o .hange plansRghl .Innead ot qoing o the hotel o chan g€, go straighito the conlerence enue.Sorry, didn't catch hat Do you want to change he

E: No, no. wa, ,aying don't have me to changemy coth€s at the hote .eed to go straight o theconlerence enle Blt . . He o?

Mr He o?E: We goi .ut oll don't know what happened Yes,

need o 90 nra tht to the venu€ I see you at rheregrstral n derk at two

|\l: understand. ll meet you at two o clock at theregistrat n desk.

Ei Exactly.M: Thanks or ett ng me knowE OK, hav€ o go now I have another cal to make. see

you at two. 8ye.

, Noticc dt liDe6 how Miria uscs acin'e istening.. Notice at lire t how M.ria asks o. .epetition and then

s.ys i'hat she hnrks shc hc.rd./', Noiice at line l8 ho$' Maria rcpc.ts ihe frpo.tani

li ihencxtdialogue rik has some ood news or M.ria.

E: He o? Maria? t'sErik ereNl: Hi Erk Nice o hear rom you. t sounds ke you're

hav g partylCan ou speak p a bt?E: 'm callingrorna renauraft i's very oisy n here I

tLrst o outside. . ) can you hearme now?

Good was ust callingo te I you he news bout hecontract. e got tl We qot he conrracrlFantastlcl h.t3wonderfuTh€y're o ng o pay wo hundred nd lteen

Dd yousay wo hundred nd Jifty fve, zero?Inyourdreanrsl o, wo hundrcd nd ifteen one,live lt 5t gives sa very ood margAnddid h€y gree o the me schedule e proposed?We , had o move litte on hat n he discussions.Whatexact do you nrean y'move little'?

E: lsaid that we coLrld taarwork in eary N,4arch ndJinish he lnstallaton by the midd e of Apr .

: tU: Now. wa t a minute Let me un check har Iunderstand. r€ you say ng that we have ust sixw€eks o do the who e lob?

E: That3 iqhtM: I se€ That's oing o be d fficult, you know

' E: Well, hee is a wdy we can do t Look, my batteryis very ow I th nk we'r€ qo ng to get cut off. l'llg v€ you a car romorrow.

M: OK Great news anylvdy. hanks or calllng. Bye.

Notice at line l2 how Maria chccks he gure by sayingih. indiyidual nrmbers (it is vcrv casy o get confus.d byth t.. | /t ty, f. h tt r/Jt)r tt, at ).'INotice at line 17 how Ma.ia clarifies a very spe.ific point.; Notice at line 20 ho*, Maria checks y rephrasing he kleain a different *'ay.

fhe phrases you need t8Comprehension problemsI n softy. don t understan.lCanyau speak are slawly, lease.Ask for repet i t ionCanyou tepeat hat?Sany, didn t catch hat.Would au mind sayng that again?Didyou say ifty, five-zero)clarifyWhat exa.tly do yau nean by ?let 4e u. t h" , l that u .de '[email protected] 'a a\t s4ng

Can ust ga avet hat again)Act ive l is teningRtght lsee. lundeBtand.AKReally? That intercsting'cor 'rn rg ' t a rb '4\ . ndrs .gt1t Ca't- ,(pleasure) reatl Fantartrc| That wondeiulTechnical problemsCanyou speak p a bit?Its a tea y bad line. You keepbteaking upMybattery s very ov,r'. think \,,/e c going ta get cut off.ltsvery noisyn here Illjustga autslde. an au heal

Returning af ter problemsWe gat cut aff.ldon't know whathappened.Sotryabout that Where were we?

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Exercises4't.1 Cover he opposite page with a piece of paper.Now make phrases y mat<hing n item rom each

(f rst d alogue appas te)

1 t s a r e a l y

3 dLdnl4 We got5 Thanks or6 lrave o

(se.and dialague pposite)7 Can ou peak8 'l l justgo9 Can ou

10 What exactly11 Letme rn12 Are yousaying13 tvy battery14 We'r€ ong o15 l give ou16 Thanks

bre.krng p.

go now

bad ine

ch€ck hat I underst.nd

gei cut oif

t h a t . . . ?tor ca ing.

4I.2 Fill n the letter5 o make phrasalverbs. hedefinitionsare given o help you.1 We got . don Inow what happen€d

/= 1te ' rLpred rfe rrddle ' the call ecauseheielephone ne stopped orkn9)

Can o a b t ?3 i's a really bad ine You keep

(= your voce i s d vid ng inlo short separate oises)4 Can jus t lhai again?

(= repeat a series i ih ngs n order o ufde6tand them)5 Please while gei a pen

(= wait a moment)6 l / e b e F, l r in g o ( d l ' E . l b L , d n l

(= succeed n talk nS o him by phone)

Ques: ]f yau didn t know any af the phrasal verbs above hercate the nissing letters ta help you: 1 cffatu 2 aekppsu3 abegiknptu 4 egaotv 5 dhlnao 6 egghhorltu

41.3 'Adive listeninq'is very important in a telephonecall. Put the phrases n the box under the mostappropriate heading in the table at the top ofthe next

And My was that? Did you? ExactlyGreat Half a millian eurcs Has she?

Right 1 see Sure. Sa what clidyou do? That\ ight.That's wandenul vietnam Yuh Mnm / Uh-huh.

41 TELEPHONING CHEC(ING. CLARIFYIN6.ACIIVE LISTENING

nlirming

Little wordi and noisesI . . . . . . . . . .2Co3

78

Keywords as an echo)9

t 0

12

iliary + pronoun

56

1 l

41.4 Use a word or phrase rorn exercise 1.3 ocomplete here elephone esponses. inda solutionthat uses one example rom each category x(ept Little

Showing pleasure Asking or d€tai15

Guess , hat We got theconlract

Gfeiilwd , 'veleara lat iley'removing ll heir roductiono

Belore e fin sh, dldyo knowthat bura has been romotedto Market g D rector?

so wrrit vou'risiv ng s thatsaLes reprcbably oing o bebelow arget h s quaner

5 Anyway. oof.€d everylrherebut couldnl ind h€USB tck wlh rnypresentaiionon .

41.5 Erik ends th€ first dialogue opposite by saying OK, Ihaveto go now.l have another callto make'. Put h€ wordsbelow into orderto make other phrasesto end a call.1 l'll nop lo have here. ha ve o se€ me w.ling someone2 li'r ta king o you nice been And 'll lend the email you

wanied by deiails. Bye.3 Anyway, ou I won'i any keep onger 'm busy you re sLrre.4 ls here help you w th l can any,thinq lse oday?

Read he dialogles n page 85 aLouda colleague changing oles tthe end)

Don by youBet r wth. Practise everal mes

41.5 € 3 Speaking ractice: isten and repeat. Repeateach Dhrase ou hear and hen isten o check

Telephoning 87



@ ,.r"ononing arranging meetingIn the dialogu€ belos'Monila (M) calk Ln'lu (L) to arrange

Hello.'d ike o speak o Liv Baanescu, lease

5p€akinq.Oh,qoodmorningMy name's on ka Dannemannard lsent youan email .st week aboul heconstructon roject BlcharestO". er.o o . r,p . i .p ro hedr ror )oL. ,4o1r1"Your ma sounded ery nterest q And d ke verymlrch o meet ou o discLrssfurtherThat's reat.Whaldaywou d su youT llbe nBucharenrom he e ghteenrh o rhe wentyj rstLetme ust check Whatabout uesday he n n,"teenth?That olrnds ne Whdt me wolld be qood or you?Sha we ray wo prn?

Idpfeferabt dter you on mrnd Co d we make

L Pe ect We can meet her€ n rnyoffce on Tuesdayhen neteenth t three clock

Vl Andwhere xactysyour ffce?L: lts n he centre t'svery asy o get o. l se.d

an ema to conf m he meeting nd witha I nk oolr website. ou f nd a map and a ot oi othernformatton n there.

N/l: ery ood I look oMard o meet g youon the

L: Bye, nd hanks orcal lng.

Noticc i linc 4 ho{, Monikabcgins y r.lliring to h. I.st

Noticc i inc 16how LniucoffinDslt 'dctails.

In thc nextdiak)guc niu's sec.eidry S) allsMonika M) tocnange f le drrangcm.nts.

Goodmornifg.lshatMon aDdnnemann?

Oh,he o Monika Ths s Mr BalanescLrse(retary -leaskedme o ca you.Unfo( natelyMr Baanescu antmake he meeting th yoLr n Tuesdayh€ nineteenthOh, seeYes.He apooglze he has o be olt of the office. I day He suggens hat yo meet he ollowing ay

M: Thedayafter?OK, hat's o problemWhat ime areyou h nk n9 of?

5: Any me n h€ afternoon whenever s convenrentor

M: How about hree o clock aga n?5: Thdt sounds n€. Thr€e o clock on the twentreth

iust giveyour name at reception nd 'llcome downto meet you. And 'm sorry aga n about he change.

M: No probl€rn t al . Goodbye

Notice at line 17 how the secreiary pologizes giln it the

Ihe pftrases you need 9Refer to la5t contactI sent yau an enail last weekWe met at the canfercnce nd you gave ne yaur Grd

Open suggest ion5

What ime v|auld be gaod far you?What ine arc you thinkng af?

Concrete suggest ionsWhat abaut next TuestlayTHow abaut 9 Feb.ua.y?

Could we make n (instead)?Wauld eleven hjtty suit = be (onvenient or)you?

Yes. hat's ine I That sounds ine.t d prcfet a bi latet f yau dan t nindNa, soffy, Btt tn attaid) can t make tthen.My schedule s qune full that day

Conf ' rm

Perfect We.an meet herc on (day)at . (t me)I send an enallto.anfim the d-atatls.

Change arrangemente

Unfartunately l .an t nake ne\t Tuesday 'm out at' theot ce all day. Haw about ...?

We have an appalntment ot truo, but I can make at

Sanething urgent has rcne up. Can \,,/e ctchedule?I n softy again about he change. hope t s nat a

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42 TELEPHONINGARRANGING MEETING

Exercises

42.1 ln the telephone callbelow, Andy (A) cal15 ulent (B)to afrange a meeting. Complete h e dialogu e with the

42.2 In the next call,BulentcallsAndy o change hearrangements. omplete h€ dialogue with the words n

A Good mornng, s that Buent Gul?I Y€s.A Oh he o, I Andy CLrtt 9 here We met

at the conference lstanbul an week. We were nt roducedby [,']rArl

B Of course, remember ery we , we exrhanged usi festcards Howdre ou Andy?

A Fine F ne. Look, m going o be n ndnbu agd n atthe end ol nexi month Can we'?sometme? We can a k about ourpans or he uture

a little rno.e depth be ny guen by the wayn you don't mind nttpatl meet up shal we say

sounds ine suityou thinklng f this sttvo Dta.Ks way

, .nd I cdn show oLr ow ourcomp.ny can add va Lre o your d€as.

8: Yes, t wou d be a good oppo(lnity to ta k som€ mofeWhat d.y dre you a ?

A: ' lbe over here rom he wenly-e hlh o ihe rhh€th of

A Thats ery nd of you. woud rea y like hat Thank ou

B oK . h , r do yo f now how o fnd

.an t make t come up ftts ny plans fot the time af yeal'11 laak aver therc rcKhedule sary agalnnill open (hese hrngs happen waull be gaod

, Andy,'rn alng about

have an appo ninrenl

abo t he clrange hop€

lhe Monday Actua i t

B: Hello ndy.Ihis s BllentGLrh€re from stanbul .A: Oh, he o Bllent How n c€ o hea. rom you How are

rnrngs n rurf yB | . / p l o r r ' h o e r . u . u "

What .bour he UK?A We'r€ having a ovey aLrtLrmn can s€e he trces rorn my

our meetifg at the end of the rnonth. Unfortrnately' on the wenty inth.Someth gurgent as

A Don'1worry boLrthat 6

8: Can we r ? Are yoLrr€e he prevousday - ihe Monday?

A: Lei nre un check Yes, hats f ne.but he imn9 s 3- ror youl

B The .me me? Eleven?

B Good 'm io

13 not a probem for yoLrA No, no prob m, can m.ke t on

ocloberB: Whch of those ays ouldA: Tuesday he wenty nth?B lhat 7 What abo 1 he me7 s nine

o 'clockK?A I d prefer b t . ter, 3 Couowemake

it eeven ?B Perfect see you here at my offrce at eleven 'clockon

T esday he twenty n nth And altetuards hope har youB O K

B:Yes, heyw Is rn

A: OK, find t Goodbye

thebus ees (r. i - junfrorn he Marr tt

Read hedraloqles n page 8 aouda co eague chanqing oles l the end)

see yo on the twenty-eghth

Do t by yolrsef rwth

a.d l'l send n ema to conf nr.a See ou hen 8ye

42.3 Can ou ill n he missing ord?an arrangernento see orneone

at a pad(u r ime. specaly ora blsiness n€et g or a

42.4 ir} a Speaking ractice: isten and repeat. Repeateach phras€ ou hear and hen isten o (hed.

Telephoning 89



@ r.,.ononing <omplaintsRead he djaloguc elow A customer C)calls supplie S)to make. complant.

C: 'm callingn connecton iih my order. cfercnc€

number N0064.S Thanl you oedsewd . onp o11p r wl. " I br. q yoJldetails p on h€ scre€n. . OK. For ecurry urposes,can youcont rn yourname nd he company ame

C: Yes, tb Mr Chen rom Z€d echnika.S: That's lre Howcan he p you oday?r . ra ,e a Con l . .nl We p,a\Fo 1o o opr " \ ao, 19

but yolronly sh pped 80 piec€s. he order wds or 100

S m sorry o hear hat Can you eave with me? 'l l

ook nto it and get b.ck to you th s afternoon

C: No, m sorry hat sn good enough. We need hose1€ms rrgenty wdnt you o authorz€ he shipping fthe m s5 nq 20 piec€s nd hen send hem today

S undeuland ow you ee l .Bul do fe€d o checkat th s end.nd see whatg going n. ' l lcal you back^r n d. roL. . .^d of cours€ e can se ' ]d l-e precegaga n i nec€ssary

C What do you mean f necessary'? an have your

C: OK.S: l'm sorry again or any nconven ience h s has caused.C: OK, t's orted out now Thank you for your help.5: ls herc dnj,,th g ese?C: No, hai all. Goodby€

At line l0 Sandra promises ction wiih'I'11'.At linc 13 Sddra apologiz€s gain n a full an.l lormal

At line 14 hc.ustomer remembers o thank Sand.a, venthough hc is probablv not \{.y happy. sIe N.ds to keep agood reliiionship rvith Sandra or futu.. occnsions.

Sc

Yes, i coLrue, 's Sandra ewis.OK,Sandra, expect our allby welve 'clock t thelaten. Goodbye.

fhe phrases yos need llg

Make a complaintl'm calling n connectian with my arde, relerence

we received he arder this norning but yau only shqped

We still haven rcceived heTheres fault r'lth heThete eens a be a prcblen wlth he nvd.et n sary, hat sn't goad enaughShow understandingt n sary to heat hat

t undetstand awyau eel.t m sure we can saft ]t outGet the factsWhdtexactly s the ptablen?Doyou have a rcterence umbe.?I need a ask au a few qurckquestions

No actionIt'snot aut palcy aI undetstand xactly ow you feel, but it's not aur

responsibtlityaPromise actionCanyau leave t with me? ll laok nto I and qet back o

you hisattenoan.Ineed a check at this end and see what's qoinq onI callyau back within an hoLr ls that OK?l' send a replacement nnediateiy by special eiivery

It shauld be with yoL tonaffawI make urc hat ..End the cal lt n sorryagain ar any ncanvenience his has aused.lfyau have any more prablens, please et me knaw

i Notice how ih. customcr w.ih until the suppli.r hisall the ordcr dctails on th. screcn befffc bcginning hc

,, Notice at line t how ihc customer tatcs he complaintvery simply and clearly

rr At line 14 le customcr nsists on action. Th. mppiicrshows undersianding atline 17 but resisis he presntrc.

r, Ai line l8 ihe supplier promises aciion with 'l'll'.

/, Ai line 2l ihe customer hows signs ofmger This s noigood. Hor{evcr g ctting he name of each employee oudeal wiih is a very powerful tool.

ln the next dialogue andra eiunrs hc cusioner's all.

S: Oh helo, s hatMr ChenTC: Speakinq.S: Th s is S.ndra ewis ere, rom Sh o S€m ondlciofi.

ca ingyouback bout he miss g piecesC: Ohyes.S: do apoogize nce nore, r Chef, but have ood

newsforyo 've had wordwth the warehouseand t seems hey ent a partalorder iheyonlyhad80 peces n stock.Howeverheydo now havemorepieces.'llmake ure hat he miss g terns re senttoyo th s afternoon yspecia elivery



43 TEIEPHONING COMPLAINIS

Exercises43.1 Make phrases y matching h€ beginning l eachsentence -12 with its.orrect ending a-|. Not allthephrases ppear opposite.Makinqa eorlphill

1 I m c a n g n . . L b2 We rete €d h€ order lt yo only3 Th€mach e arrived lt ther-o34 We i l . i l5 ne prnrer n woft nq6 One of the ter.s was darnaqed7 lheres n ntermittent auI lhe qual ty sn as qood s .9 You €nt me a new part

I1 ke€p mailing oubut12 'm lorry, hat sn good ..

43.3 Mak€ phrases y matching n item from each

Dealinq vi h a <ooElaht

wordwth th€ wdrehousesur€ he tems aresent o yolr.

replac€rnentmedaley.lor any nconv€n nce h s has

a on h€ ontro panelb connect ion th myorder umber N0064.c to be a problem ith he nvoced y o u r o rg i n a l s a m p e .e l lustget automatc epes.J shpped 0 pieces.g in Vansh haven't eceved he goodswe ordered.

enough.j bl t t doesnl tk propery s been ne up o now

no nslTuclronanua.

43-2 Match each complaint bov€ o a response €low.Writ€ he answer as number + letter'. see #1.)

/1) Thank oLrPeaee alt one moment hi ebring ourdetails p on th€ screen.

I see s t nill Lrnder arranty?I'm orryabout hat. llpui you hrolgh o

the accoLrntsepartm€ft nd m eure hey an son t outR€a ?Thats ery range. lselrdyou pdt

by€mai qht fow and pui a paper opy n the postas welunderrtand owyou eel.Bui do ne€d o

check t this end and see whalS ong on l'l call ou backwithin n hour

23

I need o speak o my €vel iwo supervsor bou11h6.(lust have a quick word wih)

It woud be easler or you(wouldf't?)

it we simply ssued new nvoice

OK. feed o atk youa few qu ck questionsto try o diagnose he problem. oyou see ny ashinqghtson the d splay hile he a t occurs?

43.5 This senten(e relers to promiling action: l7investigate it, tind an answeti and.all you againtomorow. Fill in lhe missing ett ers to wr ite a sentencewith the same meaning using phrasalverbs.I i i t , s i t o , a n d g b t y o u

Read he dialogues n page 90 aoLrd Do t by youfse or w tha coLeague changinq oles l the end). Praclise everaltrmesunt youle ent.

43.6 F s Speaking ractice: ist€n and repeat. Repeat

each Dhrase ou hear and h€n isten o ch€ck

1 Can you €av€-\ to you th s aft€rnoon.

2 l look \ apoloqize nc€ more3 I q€t ba.k ..-it wth m€?

5 | ne€d6 l d o

8 What exactly9 Sorry dga n

10 s€nd1 1 ' I m . k €12 've had a

43.4 In the second ialogue Sandra ries o minimizelhe problem by uting'se€ms': t s€€ms hey sent apartial order. Rewrite he sentences elow so hat theyminimize problem.Use he words n brackets.1 There's. rob mwih olr supplierslthink/maybe/

ESUe)

2 l l \ g o , 9 r o b F d d ' i , h _o . F n o a rA l _ 1 r. d r r o d c r

3 Therc w I be a deLay hie we process he n€w order(rnighi short)

4 There s a problem wih ihe nvo ce. (ihere seems be



@ ,a.ohoning review44.1 Fill n the gaps with the wordr in the box.

ba(k back fot frcn in inon on aut or avet wfi

I 'm calling connection yourjob

2 How nic€ o hear you3 Thanks callnq.4 Can putyou hod?5 Sorry hes the offce6 Sorry hes another all7 Caf youaskh m o ca me I8 s hat ' i 'as l taly?9 L€t ne ead hat to yoLr.

10 Can just o that qa ?

back by far fat inta afo P o . u p L p ^ i t h ^ . ' h

I irst bear12 Can ou peak a bi t?13 t3 a bad ine. ou eep reaklng14 We gotcut Wherewerewe?15 What imewouldbe good you?16 What imeareyou h nk ng ?17 Canyou eave me?18 ' l ook i tand et to you.'o -eedro cfecl a_d ee hd , goi .g20 ' lsend a repacement speca elvery

44.2 Match each phrase -8 with a phrase -h with asimilarmeaning.1 Yes, h s s torrrame) here.2 Please aita momeni.3 'llaskher o get back o you.4 Wou d you ike o speak o ..? l5 Can take a message?6 Can just ep€at veryth q o check?7 Can you epeat h.t?8 Yes, hats ght.

44.3 Complete he conversation elow using phrases -hfrom th€ previous xercise. he conversation s betlveena receptionist R), ecretary s) and aller (c).

Write he phrases n full (rath€r han ust the letters) itwill helpyou to rememb€r h€m.R: Good ft€rnoon, harma nt€rnat nal How ca I he p yoLrC: Can speak o Robe.ra arvlk, lease?R: 'll ry h€r numb€r or you. .. Sorry here3 o answerj for a moment

wh € t ry anoth€r xtension.. No, t I no answer'z her secretary?

5: Good rr€rnoon, &D epairment.C: Oh. hello, s hdt Ms. arv ks secr€tary?5: 3C: was hop n9 o speak o Ms larvik oday Doyou know

when hewi be ava ab€?5: 'm a{rald he out of the oiiice a day

4 )

C: Yes, lease. an ou e her hat Y Sang alled, rom seouHospitalts abol tyour ewhead rug.

' can you g veme yournar.e aga n please?Yes, sY 5an9 That3 -,newword, -A-N-G.OK,qot hat And he mess.ge?ld like o l. k to herabout ournew hea.t drug.Theoneihat has ust passed hase hree linLca rias. we m ghi beinterened n getting nvolvedn phase

our ria s.need o

speak o her personaly boLilh sRight .Y Sangcalled rom Seoul osp al about he new heart rug. Li'sabout he phase our cl nica ri. s.

Does he have ournumber?

Fine.3 tomorowTh.nkyouverymlch for yo r heip.Goodbye.

c5 :c

When you finish, ead he conversation loud. Do t byyours€lf, r with a colleague changing otesat the end).Pradise everal imes until you're{luent.

5:

c :5 :c :5 :c :

a Letme un read hat back o you.b sha Lput you hrough o .. ?c Just ear withme.d sorry d dnl catch hai.e Wou d you Likeo leave message?f Speak g.q ' l laskher o ca youba.k.h Exactly.



44.4 Complete he conversation sing he words nbrackets. ikos N)callsMr slavicek S).The e.eptionin(R)answers.R: Good morning, t]t Fruits. vana peaking.

Haw can hetp vauT haw hel?l

.r\.h.1

N :

Sr 6

( / llk€ speak)toMr slavicek, lease.(whiletryl connect)

Nikos arcuzos romSeven eas

(how nice hear rom)l

(this

(ust give moment)whilefinish

5: Mian S avicek.N: He o Mr Slavcek. hs s

Shlpp g.5: Nikosl

(how thinqs Athen )?Ni Fine, ine.And n Zagreb?S: Good.We?e ery busy t the moment lots ot new

business.t seems hat everyone ants ruit rom Croatia

N: That's ood o hear Look,good

ime ta k)? Doyou have second?something. K. 7 (ahead)

Nr3 .....................-.,-.- eason ca ling)because fyournextshlpmenthat we?e handling.tl for fo r containeE, t theend of November,

S: Yes, hat's ght.N: Wel, e. .. .....-.......-..........-(thoL4ht might) nterestedn a

way o save bt of money,S: ro ............... course), ikos,'m alwats nterested

rnsavrng oney.N: We have sma ship eav g Dubrovnlk ne weekearlier

We have one space r that shrp or yoJrcorrarnersS: ' . . - . (let jlst check unde6tand). reyo say g hat fwe can send he containers ne weekear er, hercwil b€ a different rice?

N: Exactly or every onta er hat yorisend n the earlier hip,we'llgive o- a 2vo ditcourton lêprce we quoted.

5: r ?.... ..... .. (ust go over again)? oumeanihat f we send ll ouf containersn mid November, e willget a otaldiscount f 8%?

N: Thail r ght.S: OK, hrtl very ntercst g, but can't give ou an answer

righi ow l

N: That's ne.

(l / getback you) na

5: ra- .

N: No, don ' t hil ine?nk so. That3 all.

(islelse) we need o discuss hi le

S: OK, Nikos, s ( thanls/ cal l inq) . icetalkng o you.

N i , 6 (lts / n ce 1. ling / too). Bye

When you finish, ead he conversation loud. Do t byyourself, r with . colleague changing olesatthe end).Practise everal imes until you're luent.

II4 TELEPHONING BEVIEW

44.5 Read he dialogue about arranging meeting. Choosethe ben word/s o Iill each gap rom A, B, c or D below.Ann: Hilim ' Ann.lim: Hi.Ann: Jim we need o meet up som€tim-co discuss he

Frankiuft rade airiim: OK.What ime 2-..------- be good or you?Ann: What about .--.---- ft,londay?lim: Letme see.No,sorry can a then. Couldwe

meet on Tuesday - ?Ann: t ,4ychedules quite6 on Tuesday, ut 'm

free ater n he afternoon.lim: OK.What ime woud 7 you best?Ann: 3.........-- we say 6pm?Or s that oo ate?iim: Well. t is eally.'d prefer bt ear er f you don't

ls ve OK?Yes, hatlo fine. That'smuchbetter.

send n emai o confirm.oK. , cal ng.

2 A should3 A the next

5 A alternative6 A ul l

8 A will9 A mind

10 A could e1 1 A l12 A Thanksor

I This sB couldB at nexB make tB n placeI occupiedI suitI shallBcareB5eems e8 f dI Thanksor your

C Here s

C on nextC b eC nsteadC cornp teC preferC howC worryC eelsc lC thank our

D Spe:kinD canD riextD arrangeD nstead lD engagedD advantagDwhatD roubeD soundsD ' mD N c e

Telephoning 93



Mdija Novak is looking for a job tluough an onlineKruitmeni agency. She sends an email with her CV md a

Il - wl19r" r"g"roo.ob a-aEy t ro lONOO9627n ]

/oi I a4os[e. s reqFsreo arrlr aycv1zl leel onlidenlhalmyskilsand achlevementsrea very good -

fit ror his ob prclie.'Pease ieelifee o contact e l youhave nyqueslionsal lookorwardo hear g rom o .MariaNovak- : . . . . : . : :

sreven -rHillhope youtewer EiThis s uslaquicknote o ask or some elp ve been L-Tapplyingor obs n Londoi sng onineage,rcies ut 'vehad ltno uck r all. ney usr end ack hese ra.dard mals its lreallydep@ssing ]3Anrvay,l waswondeing iyo colld hep me? tholghtyoumight now f some ondon ecrume asercies halhave obs lin he inance €a Can ousend me some ames? d real Ly lapprecialel laThanksio. yourhe p. ]5Beslwishes oT,Assa ]rMa{a __]

A rccruitment consultant eplies:

DearMariiarThankyouverymuch or endlng ourCv wewl looklhroughI caretuly fd conlacl ouaga n lnecessary'?Pease e awarelhallhej ob arkel extr emely ompelitiveand halwe cceive any appicalons orou vacanl os lons.3lllcan ofier ny urther dvice f assslance, lease on

rHiMarja .greal toherrcmyo agan. ne jLrslo lbacklrom acation n Morccco mazng2Anyway,hanks or your mail mhappytohep- askalewpeople nd ry o hinkol sorne gencies ou oud ny3shalllalsosendyoua copy ollhe London e ow Pages lh€ral, Sotrerimesrs b€rt€.lfa. o.r.le [s ve'ycompr€seriveand sts oads l agenc€s nd olher nformalon l i. one

lcood luckwilh he ob huntngll

The€mails bove se polit€, ormal anguage. ompare hemwith the emails etween Marija nd a friend on he ight.

The phrases you need BMore formal

Thes€ ast two emails are friendly and informal, but notehow Mar iia starts paraSraph of her email o Steren sheuses polite, ormal anguaSe with her friend because he's

More informal

First ine

Friendly pen

Dear Sirot Madan / Deat name)

It was a great pleasure o meet you tn

Hl . / (jrrt the name)/Jnoth g at"lD

How's t going? I hope ou?e wellGreat o hear ran yau again

Ihanks or your email.folbwingyou<all,...

fhis is ust a quicknote to say ask or ...Re ou enail below ..

Thank ou verynuch for sendingFutther o aur earlier onvetsatton,

Reason or writing I'n writinq with regard orn witinq to find out nore infornation about -.

Request I was wandering f you couldlwauld be gratetul fyou could ..

Offer help

Friendly lose

lf I .an offet any fufther assistance, please don'thesttate o contad me.

Please eel free to contact ne if tou have any

would you likeme to . ?lfyou wish, would be happy o .

I look foMard ta heaing fromyou.Givemy egards o.--

DoWu wantme o. . .?

lfyou need any norc infornation, ust let ne

Just giveme a ca if you have any questions.

see you soon. Thank for your help.Goad uck with . - / Best wishes o . -

Last ine You6 sincerely Kind cganls Bestwishes Best wishes Allthe best (ust the nam€)



Exercises45.1 Cover he opporite page with a piece of paper.Now make phrases y mat(hing an item mm each

1l 'mwriting-\ o hearingrom ou.2 Please eel ree \ furthef ssistance,lease ..I lool forwdrd \ to contactme l ...a Th.1l you ey mL(h -wrthrcqardto.

6 I hope oir're7 This s ust a8 | was wonder g f9 I'd rca y

10 Geat o1 1 s h a

for sending ourCV

youcould eipme.hear rcm you again.

send ou a copy f ...?

app€da€ l.

45.2 Look at the numbered aragraphs n the fouremails pposite, Write one of the paragreph ypes n thebox on each ine b6low The paragraph ypes can be used

Bady f enail FinalconnenE Friendly loseFriendly pen affet help Prevbus ohtact

Reamn or witihg Request

)",1 ",,' Badvof email

Fi6t emalllst para

3rdparaarh n,r: Fflendlv clase

Second email

Thirdemailist para ---&9 4L spcl

1st ar.2nd pafa3rd para

2nd para3rd para

4th para5th para ---Fientllv close

Founh emailIst para2nd para:ra para --- {€|j e/P

Notce how he body of the email includinq€questinq ndoffering e p etc) s ramed on either ide bytheopenins and.loslng aEgraphs. i is rare o have nlythe bodyofthe emailwth no raming.

4th para

See page 151 or some writing tasks.Emails 95

45 EMAILS BASICs

an altachment a5 request€d don't h€sltatedo you want futther assistance qet bac* gntelul fol

grcat pleature heanng ron please rerelation to useful dis.ussion very imprcssed

wondering f with regatd

45,3 ComDlete he thre€ emails below with words romthe box.

l l w a s a rOlbailastmonh. You hospilally

lo meet ouand yoLrrearn nwas verygenerous nd was

loyou plans o set Lrp ninv€stmed und or Ind a. Atteroufverya .--..-...-.....-.......-on his Esue now eed litl e.0," Ou"lg,ornO lorruiioi.

youcould ondme acopy0ilhe consolidaled ccounts or yow qrclp oi compan s? Also Iwould o5 ---------- - any niomarlon hat o havsabour egulaton l rh€DubaiStock xchange.llook otuad o 7 ... yousoonSanjayGulali

I r- i ; i;... ; i&. .|r-tiil--..-..-...1.. 1i;; -, suo;e"r -'Wlmqr undoi|;a6 --J

---.' i r".,. gqr,er qrl

--E Ll sobi.ct a.D _BffiE_,_._,--.---.:--.:-,.:-lManyhanks oryour nai and or you.knd wods. twas aDleasure or s lo welcome o her6 DLrbal.

, Im sendln oua copyoiour

'o - the Exchange,henwebs e swW ditx.ao nd his has al lhs nlomation o need.

locontaclme i I can be olany

?5 e n d

l.....l

your mal, contacted lr IAbdullah ndhe sentme heir ccounts.llreyte llached ere.

to me l h€re re any ssues.l'fi1leaving hiq o yoL I havF m . L" rrN ro read accoL.ls

me o cala meering irh hslar n awek or so o disclss lllhis?

G@d Lckwth he accountsL



Emails internal communicationEmails u*d iside a compmy are often short ed direct.ll)ok at the following example:

The level of fomality of iniemal emails depends on the:ud,er,edd Fd.on or hriruS. t "udlJ rhesryle . . L-lneuhal, but here s d exuple of a formal and an nfornal

Serrd I subjectjHi Bfell

subjorr linanciaresultsJusta q ck nole o emind ou har ts he end ol lheqlarler

P ease end me he sales gures roken own y eg on.as

Can ask you o aso show aes accordin 0 roducl ne?woud ea hep when complemyreporlTha.ks oryour o-operal n

Herc is the rEply o thc above emajl:

m p eased o te you hat our fanc a resu s lhis year havebee. very poslve woud lke to thankyou al lor yourvauable

lwould aso ike 1o ake he opporlunly o le yo about animporlanr ralichange Parca Nascmento as beer appofledas Maftelng Drectortor grazl to reprace ita Costa. She wlwork o slrenglhen lr prese.ce n Laln Amer caThis s an exclng lme 'or ourcompany. nd m sure hal cancounl on yolr conl nu ng commitmenlover ullre monlhs

Go a < a - o a( . b ; , " v d , o / o a i - i e . 1 . d , _

Goran ooks ke ie lI nelwork gorng o be dow. nexrF day Folr.e mainre nance hey ay What hasseWeve ola video on'erence (anged orFr pm Sha caeveryo.e nd fy 1o eschedu lorMonday? elback o rneyou hnk rs a qood dea

Give newsl'n pleased o tellyou that / In sure au will be pieased

The ad news s hat I Unfattunately,..Wauldall staff please ate thatI t\/ould ike a take he appattunity a tell yau about ..The easons ot the.hanges arc as allows:Friendly closePlease et back o ne if you need any nare infomatnnLetne know f there dnyhing else can dafhdn|s ag"in lat aI lau holD I rca r apDrc"ara :t

Thanks for your ca-apetatian.

setrd slbjec Ber Ouanery a es gures

Susan heres he irsl seloiiiglresyo wa.ted allachedasaspreadsheel he econd el saes by produclme willakea

e onger 0 colecl I send hem y he endol he weekNow or some ad.ews Unlonu.arey. e saes slallare elingus hal nexl uarler ikelyo be sgnlcanlyweaker Doyouwanlme o gel ogelher rev ed orecaslor Juy-SeptL€lme fow heres nylh g e se can do o hep wirhhe

&ett

fhe phrases you need BRemindJust a quick nate a rcmindyau that|'d like a rcmind vetyone hat .RequestPlease . / I need ou to ... / Id be gtateful fyau couldI wonder f you could givene same nforration?

Ca I ask au to .. ? / l woLld appteciate yau help with th s.Be helpJulHetesthe.. yau wanted. I ve aftached .l'll .. / l'llget anta t right away.Shal . .? Do ouwant e ta . ?ThankI would like o thank you verynuch for ..We done Yau've ane a great ab.



Exercises46.1 Complete he very short emails below using hesewotd' advance, co-operation, know, Iet, 'll, qui* note,please, cmind, say.

that got youremail nd

speak o Fernanda boLrt when see her2 JList d lo you hattie ledn nPplrng s roTo"ow at 9drbring copies f my repo.t with you.

3 Just o you ...................... . lnartherewill bea frrcdr I at some ointnextweek.Thank ou

tor yor.rr

Theemai above, ke he id one opposile, egin with jun' 1olshow a shorr message.

46.2 Cover he opposite page with a piece of paper.

Now try to remember he wods below. some €n€rshave been given.)I Sus.n 5 the l6t set of figures ou wanted,

a ed as a spreadsheet2 Now or some ad news. LJ

ly weafer

ly. hesales taffare ellino s hat next ouarter s ikelv o be

3 Do you tme qet ogethera ev ed orecast o.Juy-Sep?

4 t me w f there3 n ,lh g e I can do to he pwth the cpon.

5 cal everyone nd ry o reschedu for vonday?6 t k to me f yo think 's a good dea.46.3 Put he words below nto the corre<t rder. Writeallthe answerc nder he correct eading below.'m to tellyoLihat pleased .woud also ike he oppoarunityo take o tell boui you ..woud like o thank or youallyour . uable ontrrbuton.

Thanksof allyouragain elp. appreci.te t realy.I m pleased ou wi1b€ sure o heaf h.t ..I be ntercsted ou'd hought o know hai ...wouid allstaffnote please hat .'m €verythingou have one ery r.tefulfor

s 9 n

Announcing ood newst h n p1:.?:,: ... P.le Lv-ul i ,

Announcing eneral news

45

3 . - . . . . .

Thanking

Can you find three phrases rom the table n H€nriDevereaux3 mailoooosit€?

46 EMAILS INTERNALCOMMUNICATION

45.4 Complete ach

I l'm sur€ ou wii be

3 l'd ike o remind .|a can dsk ou .. i-5 l w o u l d a p p r c c a t e . . . : l

sentence -8 with the best ending

. . . F

a to letPaula n HR now yourhollday ans or he summ€rasap?

b everyone hat redecoration i stalfofiices beg n onMonday.

c pleased o hear hat have egotiated d scount or aempoyees t the ocaliitness entre.

d a meeting i the seniormanag€rnentearn a5t nonth, thas been ecided o reorganizehe depanme.t.

e that anyone shing 0 benefii rom his discount houldregisle' r rl'e cenre befor€ t e end o' ALgusr.

{ move ll ables nd desks way rom he walk o a ow.ccess o areas hat need o be painied.

9 for he changes nd he proposed ewstructure re n theattached oc ment, would be gratefulfor nycomments

h yourhe p w th th s as we need o make urc hat €veryonedoesn't o away n vacation t the sam€ irn€

45.5 Make our short, <omplete mails using heansweE o the previous xer<ise.Email : iaj + 8-JEmall2: c/l+ l

, r " , 0 ,t

*t ' t

see page 151 or some writing tasks.

Emaik 97



Emails commencialln ihe exchmge of emails below a custome. makes anenquiry md the supplier replies:

Email 1

'.;, To... nio@pot;iaacaaom rrr. subrd: qpq ' , :o :19,p9t : ,pq ' l

lvsted your land l he Energy rade air n Hanover ndwas^

mpressed yyour anqeol ower acks ased n uelcelr"c5 olo9,lp cked up a brochure l he airand woud now ke somemoredelaled echfical pec calionsoryour ange lfue ce s ro.sma randlreld evicesIn padicuar woud ike10 nowabout ower acks uilableora ponabb DVD layerPease end ela s ol size energy utplt elcI ook orwa.d o heaf g rom ou

Email 2- lo . Dan a e\

send slbjecrr r.io e power acks

| _ r ' .ar -q a doc--e - . 9 eslu dela s ol our ange i power acksCan drawyour llenlon o modes C68 nd FC72? hesewo d be dea Jor srnalhandheld evceI wourd elcome e opporlunryodrsclss our eedsm moredela May suggesl hal cal you n a day or wo?Inlhemea. lme easedonthesi la leloconlaclmepersonalyl youhave ny queslons Mydnecl e s gven beow

,t/,The person writing email2 willbe a sales onsultant,and they use he enquiry as a chance o ente r nio a salesdialogue.ln the follow'up conversaiions his person illuse sales anguage rom units l8-2'1.

Aficr furthe r telephone onlersaiions and emails hecustomer ow praces n order:

Email 3 lo . . . S a e s d e o a r l m e n t

sond subjert order or modelFcT2

tt ln email 3 ihe customer confims details that have beencovered in pievious discussions.

o See mii 3 for the lmgrage of intemational lrade (CIF /leiier of credit etc).

The phrases you need E€

E n q u i r yt ti\tcd ,ar s?.d at dnd ^dt np,e.s-d b)lwauld like sane detailed specifications arln particulat wauld like a knawPlease end details of yout product Gnge and ptices /

discaunts delivery times terms af payment, etc.

Reply o enquiryfhdFt tar tar)ou emdtt t t/' tcbtuat p.quning

1n aftaching a document hat glves ull detailsofCan draw ouraftentian a .?Ourstanclaftj erms arc paynent within 28 days, but we

affet discounts ot prompt payment We also offerquantity discaunts ot large purchases.

We can ship within one week of a ftrm arder1would welcane the oppaftunity o dtscuss aur needs

We hape that yau find au quotatian satlslactoty ndlaok farMard a rccetving our arder

Please an t hesitate a contact me persanally f youhaveany questions

Placing an orderFollawing ur rcaent anvesations, lease lnd attached

ouronet na. .. rclll lou doa navp . trcms eqtresredn srccl. please

advise us nnediately.The gaods nust be deliveted by

canfim yau delivety date.

Folow g olr rece.r onversalons lease indalbched uro.der o JX034 or25000 le ce s mode FC72We agreed hal he goodswi be senl by sea ClFB san).seclrey packed n 25 cases 1l 000 ems achThegoodsmuslbe delvered o Busan orlby 24 Apl al lhe

ll anyot hese ofd ons are nolmet. ease eief o hedelaied erms nourconlracloraclons hatwe are enl ed o

Wewl pay by nrevocab eller l credl Pease efd copies ithe sh pp n9 documenrs .d lnvoice rectly ome as pdlllles

Please cknowledqe ece t otths orderThank o and we ook otuard o do ng more usiness ilh ou

lf any of these onditions renat net, please cfer ta thedc "iled .tm, n au ca. act rat aanns hat ^. ae

Please .knawledge cceipt of t s odel

Shipping an orderThegaods will be sent by sea an / road rail and wil be

secureiy acked n baxes cases .rates.We ook forwatd o doing morc business ith you in the



47 EMAILS COMMERCIAL

Exercises47.1 Cov€r h€ opposite page with a piece o{ paper.Now try to remember he words below (Some ettershave been giv€n.)

l lvsited yourn at the Enerqy rdde dir

2 | p ckedup a bro e at the air, nd wouldnow kesomemore €ta ed €chnicalspe s foryour a ot fuel ce s

3 In p r, would ke o knowabout powerpacks u le or a portabe DVD dyer.

4 Can d w your ion1omodeh C68 nd FC72?5 In he m€a me, please on hes e to contact me

persona ii youhav€ ny quenions. yd 1I e s qlven elow.

6 Fo nq olr recent onversatons, lease nda ed our ord€r o. JX034.

7 The goods nust €d ed o Busan ortby 24

Aprilat the t.I lf anyof these on ns re not met. ple.se efer o

the detailed s n our contract or actiorishai we are


1 if you have ny2 l'm coniident

3 | ako notice hat you

5 we do offer qldntty6 | hav€ been ooking7 l (an t rnd no menton

47.4 Use he phrases rom 47.3 o complet€ heexchange f emails below.write the phrases n full - it will help you to rememb€r hem.

. 10... Sal€s

s l f d s o b j . d : O r r c e l p p r e s . d e r

and am nleresled orderng o.ne

9 Please end opes of the shnv o rccIy o me.

10 Please ck edge cce t oi thisorder

47.2 Write one oI the setr ol initials n the box n€xt toeach phrase elow.

PR product ange) DT(dehvery nelPD prices&

discaunts) P(paynent)

n parlcuaf , Ineed aper nd ar tdges orCanonpholocopers ndvariolsma .g and packaging upp es' desk nd wa ca€.dars lh acompany go bur would eed orne ssurance bodrhe

Your lces are shown n he site bulandexlended ayhenr erms or arge urchases ease end

l look oNard oan eary epy

123

567

8I

t 01 11Z1 3

c F Eusan l'j)the goodsmust rrve by . at the atestav. abe n sx coloursbyb.1l rans'er o ou dL(o nr 'JrbF'trr" 'F rl be an add, to .a l pple-1e1t 'o .

1 0 . . [ / ' c h e L e o u n c

sublert Re Office lpples order

the executive model eatureswe w ll make a promoiional

we offer €verythingrom to ..latepayments i ncur per'raltyf

wa ^.h

o ^r l t .n t0 $o. t r.g ddy( ol .o r ir -io J<F es,gn edr hds d"valopedletter of cred (l/c)you.an r.de n yourexist q modeland eceve p o€1,000 .sh ack

14 payment 60 d:ys after nvoice15 a deposit f 25% s requ ed or ..

Thank o loryour marenqln ng aboul ll ce supp es' alyou prodlclneeds nd ooklotuard owecoming o as a reguar lsrorner

a owance f you ma ntain an lor arge rders These reon a s d,rgscale beg.nng al2% ororders ver€500 nd golng rpo 8"/.

Trade uslomers dch s yourseves regive.30 days o payour nvoices ut6 tnsr We aso ol1eralt.actNe arly ayme.t scounts . these cco .ts For lrlherlnlormalon n rade ccounrs ease lck on he nk beown relal n o olr persona ed cae.dars

produc oryou o ook at Please endme some rlwo w h yourogo as a g I fle and spec y whelherYouwanl desk rwal caenda[Thankyo nce gainoryour nq ry 3Pease eeltree o conlacl e

see page 151 or some wri t ing asks.

Emaile 99



5 rd

Emails customer ssuesIn the email beloa'a supplier s forced o giee some badnews o a Poienhal customer:

at The tone of Chdstinet complaint is dnect, shong fldtactual but noi angry

-{ Pieiro's eply is short and simple, avoiding co lict.4 Nohce he firs t paragraph of Pietio's eply. After

apoloSizing e mmediai€ly piomises action.4r Notice how Pi etro ends by apologizing again.

fhe phrases you need E€Customer complains|'n writing wth rcferen? to .|'n wnting to canplain abaut he poar servi.e we've

.eceived tonThere eens a be an enot / nistake nisundestanding.There's setious auh with theThBhas caused s considerable nconvemence.

ThEhas hurt aur sales nd our rcputationI nade t.leat that .Customer demands actionI nust insisthatyougive htsmattet out urgent

Pleaseakeuryent ctian oLetne renind you that thisptoduct s stjllundel

watranty. So, he best olution wouidbe ta ..Supplier 9;ves bad newsl'n satry o tell you hat . / Uhfattunately,..fhe rcasan s that . / This s due o

Supplier apologizest m vety atry a hear hat ..t wauld like a apolagize ar .t was vety oncetned o eatn baut ..Supplier reassures and promise5 actionIm canfident hatI can assurc ou thatlw nake sure hatsupplier endsSarryagain ot the nconvenien.e.Onceagain, please cceptmy sincerc palagies ot any

tncanventenceaused.Thank au vety uch far bringing his nattet ta ny

Td... 11 rg ?kq

subje.1: V6l lo osak"

lm so.rylo el you lral have o postpone yvsi oyourolTces exl week The eason thal my ne manager tt beaway nd wi be akng espons iityiorhe depanme.l n his

However msl very een ncomng o Osaka o meet ou. ndm conldenl hatwe caf eslab h a good eral nship etween

lhope hal we can eschedue he meel.9 . the.ear ullrecolrd make any me n eany une Pease elme knowwhch

Sory aga.lor lhe fconven .ce

?, Notice how Claudia apoloSizes nd cxplai,rs at ihebcginning, and then apologizes gain.t the end.

a Notice how Claudia rcassures Mr. Tanaka ith posiii\'.language: i , s l i / / , f ,V . .

"on . /h"col t f id . t t lnt . . . .

ln thc ncxt €mail a cusiomer mak.s a compliinr. In rcply, hcs{pplicr npologizcs nd promiscs action.

" b . . . Pefio as .

lcnd subj?. t : Compa,nllm Mring ocompia. aboll the poor eN e hal we verece ed lo.n olr companyYou nslaled .ew ar co.dtoning yslem tour l1ces s t =monlrr llera week slarled akng waler hroughhe ceiinooJou receplon rea Yourechncian (ved and emoveo llhe e .g panels order oca(yout servce. uldlr.g rhswo/k he panels ndsupporls ere ad damagedTlrs has aused sconsiderabe convene.ce .d thedamaged an€rs reale poor mage n olr receptio. realmade lc ear o he echnicran har e hod you esponsbe orrepac ng he damaqed anes However hs has litnoroeer

P ease ake rgenl acl on 1o eso e rrs marerYolrs Chrslne Lagarde

Chrsl'ne Laoarde

send subjdl R€, Coirdlrfr

m very ory o hear hat yoLre had prob mswth yourconditiof g syslem. e be at you officeomorow o new

lndersland omplele har oLr e.epto. area eeds o be orthe r grresl landard .d can assure o hatwewil eave he

Once qan, pease cceptmys.cere apoloqieslor ny



Exercises

meeting.

48,1 Rewrite the sentences b€low with the cor€ct wordoder, beginning s shown.1 l'm o tell yousorry hat have o postpone extweek ur

t ' m2 Once gain, ease pologies or acceptmysincere ny

inconvenienceaused.Once gain,

48 EMAILS CUSTOMER SSUES

i18.3 Study the stsong complaint below. Try to 9ue5sthe single missing word in ea(h gap, Wite your answerslightly at the side. S€veral answers may be possible,

frol Fnd,ew rkinGi--*--'

lsu6ect lDetavto roa -- -------.l

I phoned o{ lasl w€€k about his and you

Thisdelay s causing us considerableas wele unable o coniinue w ooeratLons ithod he oans

lhat ylu 9 v€ this malter our

l'll be phoning ouagain ater his atlgnoon and I hop€ hatby hen youh6ve some good neo€ or me, f I donl r€celv€

Bspons€ rom ou, 'l b6

l{owfill in the gaps above wlth the suggestod ords nihe box below.

atrentlon assuIed delivery furcedinconvenience rsist bng-Em rcference

tales satisfactory shipped nill

48.4 The tEply below has €n extra words. Thet"rc elthergrammad(elly rong ordon'i make sense. Crcs5 hemouL

See page 151 or some writing tasks.

Elnails

t Tol lGrola-sarfias-lsuqcct lne oatavmoor ----

l

r l ll contactwid,lhem personally nd nrake ure hat hey eso ve

I wEsveryconcened o l6arn about he so ate delveryol theParts what youodered rom us.l € bo€n spoken o our stafl n he packingdoparh€nt andlm loo conlid€nl hat he g@ds efi he@ ast w€ek. can onlyasure it hat lhere s an ssue w h rhe courier,

once again, pleas accept f'al my sincsr€ apologies or anyinconvenience aused ou.Should o have any some queslions, lease don hes ate o ,i.:1.

3 l'm ordered o tell you hat he tems re now n stock oupleased. e'llyour rder eshippingoday.

4 l can orng verything ossiblessure ou hatwe retoresolvehis ssue s possible squickly.l c a n

5 You'll ehear orYou'llbe

extending ur online ale hat we are pleas€d oanother eek,

6 l've alked o the nvolved taftand 'm confidenthat ourproceduret re obust nd prcpe y working.l've alked

inform ou hat we regret o cannot rocess ourorderto on your ccount arge utstanding alance.

I Thank erymuch ou o myattentionorb nging hismaIIetThank

48.2 Write sentence umbers o 8 from he pr€vlous

exercise n the boxes b€low.a Good ews n Ib Bad ews [] nc Reassuranced E n d n n

due7

101





49 EMAILS ARRANGINGA VISIT

Exercises

49.1 Complete achsentence -8 with the best endinga-h.1 lt was a gre.t pleasure o ... E2 We'd b€ verypleased f I

3 I'd be very nterested-

4 I'vepur ogether _

s A driver I pick o il6 A driver ldrop ou .

8 l'l need o freshen p i I

49.4 Marcus s elling a story about his business rip. Fillin the missing etters.

Th€ axi diver dro ed me o at the wrong errninaand t took me some me o find he lght ch

ior myai ne. Then had o payan exc baggagecha bec.Lrse y su case ds so hea\ry nyway, wentthr passport ontrol nd hen wa ed or ages t security

therewas 3 onq qu (AmEne).Wh € | was wa ingfor my9 e to be ca ed, d€cded o do some hopp g.I d dnI notice he me qo by nd I had o th to b d thef ight.Durng he lght we h.d d ot of really adturb ce when we ou d d I was shdking kea eal. pi €d up my baggaqe ndw€nt o the cab koutsd€ he €rminal. n he way o th€ hote we got st intraffic, nd hen at the end he diver ried o I me o

a a provis nal iiner. yb at th€ hote f rsr.c n seeing our acioryd meet ou n Germany.

i to the recepton esk nd sk for me.9 up rom he airport.h you ou vist ourcomp.ny

49.2 Fill n the gaps with the prepositions n the box.

al at at ar far for frcm inln in ot'l on on to whh

t and he wasn verypleased checked

into he hoteland was ook ng orward o an e ly niblt the d sco n the hote ba5ement nade hat mposs le

49.5 Th€email below gives directions. ill n the gapswith the wods in the box.

blacks exit follow maln miss frc-.way pastsignpasted turn down fat far

Leave he at ,

Iwas veryp eased o hear hat youwill behereChina l .nu.ryl'm ma ng you (or rom) our website. o youhave room avaiab one person n he nighl of

Wednesday 2 anuary?'n travelllng f qht 1H788, FrankfunG angzhor.

abour ourmles unri

yoLromelo a arge Shelgas lalon n yolr rightYou ant

r ghl ust

12 Fo ow he an road,3

The ght eaves 11. l5am21 J:nuary

lhe as rd0n nd eep ong rraghr l rof lcesareashorl d sla.ce'

yolr ngnrWhen oua(ve ar he " gare. eclrtywillgive ouavislors pass 3 the oaorou.d o he main ecept nwhere er e s a vis ofs parkng olWhen ooqetio receplio. uslask ,ne - fteyllbe expecl g yo

5 is dLre . ai 9 30 on Wednesday 2 anuary6 lt arrves Terminal .7 I 'mstay g . . . the Marrott8 A driver ll bewaitn9 you the

a rpod, holdng a sign yolr name n t

49.3 Cross ut the 9 C word in each group hat is 9=t(o

ect. Check ny unknown words n a dictionary.1 Yau.an get / catch take miss lose be baoked on /board boak resetue a flight.

2 A tlqht can be averbooked be delayed be held up / bedivefte.j be bound ar somewhere leave depatt takeaff / anive land be full / be ha(-enpn/ / be an time becancelled be annulled

lryouhave nyprobems. ve me a cal't rny et pnoneL@knq oeard o meeling ounextweek.

see page 151 for rome writing tasks.

Emaih 103





50.4 Match each ormal phrase 1-14 with an intormal

1 l'm wdtingwithregard o your astemail.2 Furtherto ur earlier onversation,.- n3 | would ike o apologizeor ... U4 lwould be glateful fyoucould end me .- l5 ls next F day convenient or you?

[6 P ease on't hesitate o contactme f - I7 Thank ou or he kind nvitation.8 | was wonde ng f youcould ..? n9 | wouid be verypleased o come.

10 | wouid ike o Emind evertlne hat .. n11 |willcont ct youagain n he near titrre.12 We wish you every uccess n the future, n13 Please indattached .. fl14 | would ike o thank ou verymuch or ... . I realt

appreciatet. ]a Thanks or askingme.

b Good uck with everythinglc can you ,,d Please ontactme f ...e Re our astemail, ..f l'l get back o youvery5oon.9 Sorry bout ..h Following pyourea ier call, ..

Letme know f you can make t next F day.j l'd ove o come.k Thanks gain or allyourhelp.Muchappeciated.I Just quick ote o remind ou hat ..m l'veattached ..n Please endme .,

50,5 Fill n the gaps with wods frcm the box.

about at at back W fot fot fot forfron in in in in in of onan aver te to to widl with

I l'm writing --@ Egard to job vacdng/ref.no.TH729.

3

I'mwriting relation job vacanqref.no.TH729.

Nlanyhanks allyourhelp.I wou d be grateful any nformation ou haveon mts,Have good ookat the report nd get-- me f you have ny questions.

6 l'm sure hat can count-your continuingcommitment (= during)futurc onths.

7 We willcontact ou again the near uture.I lhave been ooking yourwebsite nd am

interested ordering ome ffice upplies.9 - part,culat need aper nd cart dges uitable

10 l'm writing o complain the poor ervice e'vereceNed your ompany.

11 the meantime, lease on'thesitate o contactme f you have ny questions.

12 We are stillwaiting- delivery thesepad5.

I 3 Thegoodsmustbe deliveredo Busan on - 24April- the aten.

14 Pfea5e alfme my direct in€,123 4567890.15 Good uck everything.

5O.5 Compleie he $nten<es by putting a verb in the

box into either the -ilngor th6 .ed torm.

afta<h buy aause conceh do fallow forwardget 9e heat make request use wondel

I You an ind urther elails v__gqlg_-* ro oJr

50 EMAILS REVIEW

ifyou@uldhelpme?l'm sending ou a copy f our

usconsiderable

our recent onveEltion, lease lnd

motebustness

it clearwhen spoke o you ast

2 l w a s3 A s

accounts,4 This as

you n he uture,

w€ek hat we hold ou esoonsible,

DHL,JPS r FedEx s

to learn bout he ate

attach

1 0

12 We are nterested norganizationsuch s youlselves.I have

89

1 4

delivery I the pans ou ordercd romus.11 Thank ou or

from Fairtrade

a copy f our brochurc.

back o me so quickly.

to us.

Emails 105



Presentations openingThere ai€ a great variety of presentaiion oniexts:

Col p. . , pr. 'pnrJ miur prodL. s .harkets, plans or the f ture).

. Produci prescniation features nd bencfiis of a nei p.oduct).rL Internal presentation eporting inancial or sales igu.es.a Internal presenlaiion nalyzing a problem and sugteshng

1r Welcoming visitols.' A - \ , ' ( r . . o r h e r F \ n - - p F a l l . n t t h h . r m , r u r 8 r .

1I additioll, dre.c ar. a \,arieiy of presentaiion hles:/:' formal, sfructuled, ehearsed, aking qucstions at thc end./r Info.mal, partly improvised, nteral:tint {'ith the nudrence.4, Somewhere chrccn he h o: us ing a basic structurc, ut

alownrg occasional pportlnities or quesiions nd inte.action.Which style yot usc dcpcnds not onlv on your audience n.t tscxpecLrtrons, ui.lso on vo ard lour per$nali\rItcad ihe opennl8 o i t'clcomnrg \isikrJ presentihon n then.\t.olunrr. (Th( miin body and ck)se of a prese.tatio n are.ov.r.d ln lrits 52 53 )

Noii.c ho$ thc prcs.ntcr begnrs y giynrg ans\Lers o a11 heph.ii.ii qresti(ins hat nright be nr h. aldience's mindlct \ \ hat s thL' . imof ihis . lk ? low lorg r i l i i t Iast? { i l lth.r bc a IrrLIk? Who is ihc pcrn)n spe.king? Who is ihat man

The pr.s.ni.r thcn gives an outlinc of lh. siructurL'or h.

Finally,befd. bogitulnlg, he presoter makes i cl..r $hcih.rau.jience nxrnb.rs can itcrrupt rliih questioDs, r kce p them

fhe phrases you need gg

OK, ets get nafted Goad ornlng everyane nd wel@ne aCaneverybady ee)Betare begln, 1d like a thank nane) or )nvitlngne here odayOn behalf af BCC nterhatianal d like o v/e\(one you herc o

tt's gaod to see o nahy people here aday.l'm veryhappy a be here.Personal ntroduct io |1sLetne staft by ntroducinq yseif l\,ly name slust a few wards abaut nyself,Perhaps should ust intrcduce ne ar tuvo eople n the aamLl ?iert;reThe itle af ny presentatian sThismatning m going ta talk about . .Thealn af thisshoft talk s to . .

well, good noming, eyeryone. On behau of BCClnternational 'd like to welcome you here o our offlces.

Cd elervone see at the back? OK.Thp J n o l lhF.hufl ldl l r. to Bive o , in ovedie$

ol our company and its products. '11speak or aboltthiriv mimtes, and then rvc'll iake a break for coffee andbiscuiis.After that, ni aroud ten thiitt we'li take you ona tour of the fnctorv

Before ,e begin,just a few words aboutmyself. Myname s Anna Edelmam and 'm in charge of publiclciations here at BCC.I'i.c b.en with ihe company orh{che vears, and I sokcd in ihe sales area before

l should also niroduce my colleague MiAndersenover thcre n the comer Mr An.lc.sen s our plantmanaSe nd he willbe lcading he fa.tory tou r.

l'v. dn'ided this presentitio n nto four sections.First 'd like to show you a timclnre of our companyso you can see how we'vc g.orvn an.l developed overthc vcars. ien I'll talk a littlc about our markel andhow it's chanlling. After th;rt 'll move on io disclsscustomizati on, nd ho$,we fecu s on tailoring ourproducts o our customcrs' noods.

Final l , I ' l lgiveyou a l i t t lc ochnical ackground ohelp you understand he n.w technologv hit you'lltrcseeing on the factory kNr

Ii you have any qu.sircns, pleasc cclfrec k) intcrrupL.OK,lefs begin with ihis first

slidc, which show5 . .

Cet a t tent ion anC inler,651Letme ask ou a questian + rhetorca quenon)Take loak at thispicturc What a-.s rcll au about ?5omebo./y rc€ aicl 1+qlotation)Didyau know hat ..? (+ slersing ndtrttl:)Audience ltreneii ' tI hape thispresentation will enable au to ..8y the end of ny talk yolt willi t ru . tureI ll speak ot about hiny minutes., .".litd"d nt GlL ." a fou n"t pdfi. s.c\ar.

Then ll talk a liftleabout ...After that ll move an ta ..

It you have any queslons, please eel frce to tnteffupt.Ot ].t b.oi âh the tt , pa.t Lde ^n.cr 4



1 On behalf ---\ see t the b.ck?

2 cdn €veryone \ of public elarions: lust a few -\of Bcc rd tike o4 'm n charge5 ' , d t k €

6 l' lalk7 l ll move8 We ocls9 L'l g ve you

10 Let begin

1-8 with phfases -h.1 rhetorca quenion I 52 thank h€ organ ers I 63 surpris gstatstic I 74 audiencenvovement 8

51.2 Th€re are many ways o deate an impact n thefirst {€w minutes l a presentation. atch echniquet

with ihis filst nideon tailo ng our products ..on io d scuss unomizaiionaboui o(]f market and how ..a ttle technical ackground

use i visualsquotation l

51.3 Make presentation hrases y using a verb 1-'12with the words a-I.

51 PRESENTATIONS OPENING

s g v e . I 9 n d d . . : l6 introduce.. tO tute l l

I t a y. . : 11 r h : n k .8 speak . i 12 wecome t ]

Exercises

51.'l Cover he page opposite with a piece of paper.Make phrases rom the presentation y matching n item

l b e r2 take break .I dlvide

-

a a few wods aboutmyselfb .ny qLrestons t the end

d for about h rtym nut€se for cotfee nd biscuitst (nane)fot nvitng me here oday

my alk nto our parls

Ione or two peope n the roorn

k by nircduc g mysel

51.4 Create ifferent ways o op€n a pr€sentation, singthe verbs n the box.

a Take lookat this picture.Whatdoes t le youabor.rtteena9eashion?

b Everybody ho hinks he nternet killtraditonaladve(sing putyour ands p.

I

deal dl5€a55 fill give laakautline repaft show take talk

Wo dnt you ke o double ourua , if just welvemonth5?Charles atuin oncewrote, li is not he strongest fthe speces hat survive, lt the on€smort esponlrveochange. 'I'd ike o thank Olga or all he hardworkshe has one omake his event ossiblwant o share omething ith ou.I hope his presentaton rllenable o to choose he mostcon'€ffeciive so ution70% ol al Amerc.ns ay hat hey're arrying omuch ebtthat ts making he home ives nhappy

Gaod moning evetyane nd thanks ot.aning. This moning

I ,r i , i i , . i the ssu€ f fsk, and what you can do

2

3

4 about nvestmeniunds: ow ochoose hem. ,1/heno buy hem and when o sel hem.

5 back o youon our progress ith he

6 at a varety fgreen echnologieshatd " '"lp no ro corrbal he edt o' qlob. \ad,rrrrg

you an overv ew ol the company nd

yo how to sel mor e elf€ctvey o

you n on he background o our

sorne eta ed ecommendat ns

involvement the Braz an narket.a ook at how we got nto he problem

wth our ocalaqenrsn he UK ndhowwe can

i h " t , , . ( , , e s L t .

lromour consumer urvey1 0

1 l1 2

abouthow o reorqan e he departmento r new marketrng trategy.wth the em ouis tdnd g rom lr

ast m€eiing:undinq ur R&D ctivties.

51.5 6 6 Speaking racticer isten and repeat. Repeateach phrate you hear and hen listen o check.



@ ,r"r",rr.aions main body'Th€ phrases ou ned'below shows some ptuasesthat can make you presentation easier to follow Youwill have to supply the content youself of coursel4/ Signposts: these ale phrases ihat say (here you'ie

8oh8in rpm\ of lh . mrin rup( -

o l\

our r. rL,? DcvploD .op( tn, -e D"ri.e. d'e rrui-srCnpo-r-within a topic. By cxplicitly saying what l.ou regohg io talk abouinext, the audience an ollow

(, Focus: hese plrases are also mini-signposts.Youle saying o the audience: pl.ase pay extraalieniion for thc next few fromcnts'.

't Question answc. asking a qu€siion and rheni r F h p r i . r ' , o u r , l I i . d . a n d d r d r c . h n i . l u p . npubli. .pp.'\in8 Th. tuej ,'n , -clc, interer rihc tnind of the istcn€rs, he answc. provides he

satisfactim of closure.I ttcfer to visralsr bc careful not to rclv too much onyour slides s thcy can send pcoplc nto a trance ofbor€dom. Di.cct aiiention back o vourselfofien.Ask fd contributions:stop t scvcralpoi'rtsduring the frain presentation r takc questiors it(rcai.s rnter.st and makes he p.csentation more

R..Lt thc presrntation xtrnct n thL'ncrt columr,,q hich shows somc of thcsc echniq ues nd phrascsnr contc\t. The contc'nt n ihis cas. s rechnic.l- about wind en{rgy rcchnohgy.

It Lookingjust at dlc first half of ihis cxtrad, noricehow thc p,€seDtor uidcs he aud cn.cr signpostingt l r ' n . ' in l^pi . r. ' r 'ng h.r l ,m. bdc(Brûnd :. u m i n g c \ r . i nc r i n g r l e - n , { r u d , i d o r . , , n g . lqlrestion o create ntcrest, ocusi ng on iwo issues.Allof thismakes hc preseniatior easi& o follow.

The phrases you need B

'' ... Or, ters mou" o. to rhe nexr poini, which is wmo enelgyieclnology. The mdkei for wind tubines. is shifiing toom otrhoreto oifslble. It might be Getu1 to give a liiile background hde. Asyou cd s@ on this ncxl sLide, onshore wind fams have severaldraivback: tust you ned a ieLiably windy iftatioo se€ond heldtu Ld. . ' "rp \ - -c l pouud.r. and lud tnpre re .ome er iobenginc.ring questions.

What are these engineering questioro? Basically rhere are twoissues. irstlv, he stabiljty of the struciuie as you make r bigger mdsccondLy he problem of hai ing the blades always acing he wind.

So the trend is towards offshore wind fams, ano n€ic are somecnginee.ing haUenSes ere. Have a look ar this slide it shows hcdesign or an offshorc urbine that sits on the surface of the sca.

It's three imes moreefficient han an onsho.etu.binc oi equivalent size.What is the reason or ihisTThc reason s that t uses acompletely dif ereni designthat sn't dependent on thewind clirection. here s aIa.gc V'shaped st ucture withrigjd'sails'mounted alongits length. As the wind passesover these hey act ike ahfoils" and rhis gcnerates ift and htrns thostructure as a who le.

I would like to stress hat this design s not yer n commcfcialproduction, but a prototype s currently being esred ff rhc coasr ofScodand.

OK. Are ther€ any questions o far? Does anyone havc any

r \rinJ rurbinr: allsrn'.trtr wrh pirrs lrrato umcd y hewind, scd or

" atlojl:.ud&l pid on af air.rnfi s wing rhir helps r kl.i* in thc air

SignpostsAK Let nave an to Iturnaur

attenttano .. / take a oakat . .This eads ne to ny next point, whid

Earlier nentianed ..l'llsaynorc abaut his ater t'ltcome

back a this n a monentJust o digrcss or a nonent, . .

Easically, / Toput it sinply,

5a, at me, he nain issue erc s ..Ithink he,e re hree uestionso

I would ike o stress enphasi2e hat

Question-answerWhat b the rcason ar this? The cason

Haw nuch is thisgoing to.ast? Well,the figues shaw .

50 what can we do about allthis? '11tellyou We plan ta

Reter to visualsAsyau can see an thb next Jide .

l'd like o highlight uvo hings on thistable chan diagtan .. .What s nteresting n thls slide s . .I d hke a clraw our aftentbn ta .Ask for contr ibut ionsAre thete any questions a far?Doesanyone have any comments?Hov\/ oes his relate o yau ownevelop a topi(

It might be useful ta give a liftle

Lets examine this in n,are detail.Let me explain with a.ancrete

lt4yawn view an this is . .

E



Exercises

52,1 Cover h€ opposite page with a piece oI paper.Now try to remember h€ words below. Some etters

I Ths I s me o my nextpoint,which s ..

2 Ear er rnen . ...ned ..3 'llc b ... o th s point n a moment.4 just o di s (= s detrack)or a mom€nt,5 Let's xaminehis m de L6 Letme expainwithd con .le ex7 | th nk here Ere hree uenions o f8 lwould ke o st (= emph.size)hat .9 you c s on this next de, ..

10 'd llke o high t two rh ngs on his chart.11 W inierestingn his slide s ..12 How does h s re te to yourown particularont t?

52.2 complete he presentationxtractwith the wordsin th€ box. t is an alternative eEion of the presentation

opposite.

The ext.act ou ust ooked t shows everal o nts aboutrelerringo visua :

52 PRESENTATIONs MAIN BODY

. Thespeaker ntfoducesthe de ctearly. tong pause tlheend oi the ilst paragraph oud be good giving heaudience chance o study he s de sitentiy.

. The speaker ses firstly and secondy to tsl points.Again pauses fter ach separale ointwould llow helistenersime o absorb he nformation.

a The speaker makes personal omment his createsInterest nd is one way to avoid he danger of lustreading he exton he s de

. The speaker ives a chance or questions boul hs

li.u'"o"tiigs so anenphaslze have a laok

nyavn view notice

5 or, tet ' ar ns nexls de. shows he desigi or an offshoreubine har sitsonthe surface f the sea.I'd ke o z . on his diagr.m.Firnly, .... .. the V*napeostruct re rth sa ls' mounied long ts ength. econdly,

thiswhole truct re anturnon ts base, owered y he action f the windon the

52.3 Read loud hese wo versionr ot the samesentence. n the se@nd, ut a strong pause

wher€you see he // symbol and a strong emphasis n theunderlined yllable5.Ve$ion A Themarket ot wind turbines s shifting rom

Ve|sion B The market ot wind turbines s shifting / fromglshote ll to qffshare.

Can youhear diff€re.ce7 he econd ersion ;s more larty

Mark with a // symbol ltCg places n this sentencewhere you can pause or clarity.

1 As he windpasses ver hese heyact ik€ai.foikand hisgenerates iftand urns he siructure sa wholp

Underline 49 syllables n this sentence hat you (anemphari:e o c.eate mpa<t.2 lt'smoreefficientn erm5 f eneGy roducton, nd t also

more abb wth its solid ase.

52.4 'l'd now like to discuss ..'The words below can allreplace discusi'. Fill n th€ missing owels.

.-....... on this s hat he designis. bg improver.entnearlierersons l t ' smoe eff icentnterms l energy roducton, nd tk also more tabe with t9so d b.se.By he way, must ult b ......hatihisdesgn s not f cornmercial foduction.

sails. his s how electrictys generated.

oK, afe here fy questions .....No? Then 3...... .... to the next lide,

wh ch s agraph

how q he prciected emand or ofishorewindenergy ver he next wenty ears. t

1 m v n2 t l k b t3 d I w t h4 t r n m y t l n t n t5 t k l k t

6 xpl n1 c \8

c . n s r9 m n t nl0 t . .c s n

52.5 S 7 Speaking ractic6: isten and repeat. Repeateach phrase ou hear and hen isten o (heck.



Presentations closing and questions

The following sequence provides a guide for how to end aPreseniation eflectively.i Signal he end: his means using a tignposi' ptuase o tell

the audicnce xplicitly thai you're Soing 1o insh. (See

unit52 for ihe meaning of'signpost phrasc'.):' Slmmarizc: summarize he main points, md .dd a fcNobsen,ations r details or inte.est. crhaps hale bull cipoints on a final slide, and then girc a ]ilely commenlaboui whai real lv matiers .r. cach one (a'i.ke-hone

Concludcryou can conclude wiih. fliendlv commeni,a fnlalslidc (wiih a shong nag. or mcssagc),mentioning h. benefits orr talk h.s Encn thc audicncc,or by l@king Iomad to the futu.c - Mith a call io actionor an nispnaiional message. inall)t a strcng Th.nk louall fo. coming' $ill hopefully p.oducc somc pplausci

Invite queslions: Do )ou hire inv qucstions? s usunlly

Dc.l s'ith qu.siions: ho b.sic ran8. oftechn\ues.rc:1 ltcsFond positivei\,',hrn ins$'cr2 Cli,ify / Ask for repctition.:l ltc.lircci o thc qrcstioncr+ Itodircci () lhc g(ntP.5 Dolav an ,nsx'cr6 Control hc ininS.

Itead h. prosentitiul cxhaci n iho ncxt colunu, $r1,.nsho$,s onr. of thcsc cchrrques nd phriscs in contcrt. i istheclosing . r tof . 'welco ming visi i r t r t ' rcscntat(

Right, that brings me io the end of my presentation.Just o summarize he main poinls again: beganby

telling vo a littie about the hisiory of our compantand you saq' our growth from a smail family firm to theintemational operation hai we are oday.

f \ , r I r. ' . lpd aDo-luur mJrler, . o how npr.technologies re opening up cxciting possibilities or the

Alter ihai I erplained horv customization s at the heartoi our business model our dienis all gei tailormadesolutions based on their ndividual needs.

Finally gale vou somc nformaiion about ourmanulacturing ptucess, nd volr sarv how we achleve urerceptional evels of qualit_v nd pcrfornan.e.

OK, l'd like to finish by savint thai it's . great pleasurcror us to welcome vou here uday, and I hope hai youenjoy he factory olr which ac'vc planned or ),ou. Wc'lLsiart on the toui after n sho.t brcak or refreshments.Thank you all for.ominS. (nptln s.)

l've 8ot some handolrts herc l'll pass hem round.Thcy show all the slides uscd n my talk and my conrrctctctails rc at the back.

Do you have any quick qucstions cforc wc brcak?Yes, he gentleman at i he back with thc rcd iic.

Comparu hoop.ning n unit5l with h. . losingcxtra . l )thcsanre prus.ntntion bovc. Th. pr.{ntcr ktd thc.udifn.a

sllat shr s. going o siy nt theopcning,.nd now herc tthecl(){ sho upoits h c main points agaitr. his rcnrforftsthe kev casnnd m.kcs thcn easier o rcmembc'.

fhe phrases you need t€Sign: l l ih ,o enrlRight, hat brings ne nea y ta the end of my prcsentatian

5umnr:r izeJust to sunnaize the rr,ain pointl aqaln,So, ta sumrnatize, we laoked at fout main points lbegan by

tellitg yau a lttle abaut . Then talked about Ahelthat I explained ow ... finally

td hke ta finish by tayingSa, n canclusian, hape that thls alk has given you .. .Naw we have o . / t'n asking a af you ta ... / our joh is

Thank yau all for caning I hape it's been useful

Pr. ' i iczl inrtlerrt vegot same andouts erc.Heresmy emailin ase au want a get n tauchj n v i t e g u e s t i o n sDa yau have ny questians? es, heqentienan ladyovel

the,e lnh he ccltte the blackjacket.Ilow ifyau have any questians, '11 o ny best o answel

D e a l w i t h q u e s l i o n sThat a very oad point / l'n qlad ou asked e thatsatry can ou explainhatagain?5a, I I understand WUcaftectly, ou're asking ..Thats n interesting uestionWhats aur awn apinlonTHas anyane ehe expeienced he same hing?I think hat outside he scope l this presentatlan,ut m

happy o discuss t with you afteruvards.OK, thtnkthete's ine fot ane artquestian.

0



Exercises

53 PRESENTATTONS CLOS|NG ND QUESr|ONS

53.2 Study he phrases or dealing with questionsbelow. Try o 9ue5s he sinole missingword in each gap.Write your answers ightly at the side. Severatanswersmay be possibie.

I Thdt's veryqood .........--(Thinkof sonething else besides question'.)2 Sorry an ou that againT3 Has nyone se . ..... the same hing?4 OK, th nk here 'srme . . . . . . . .on€last

53.1 Complete his extract rom the dose of apresentation ith the words n the box. t is an internalpresentation bout departmental eorganization.

genetated a lot af dis.ussrcn give the flooltaak at sane aptions nay be forced au job is ta cansider

that covers evertthing there s the option tothe next steps some difficult de.isi.ns w)uld lead ta

6 6 R q h r,r h i n k ' I have osay. eforc finsh ' lustbrief summaiz€ he keypoints, ndtirenwe can ry o come o a d€csion nd ocus n

Thank ou 6 ior your att€ntionNow 'll.. to you or your

So, ight at the beginning said h.t the a m of mypresentaton as o r . forreorganizrnguf sa es and marketing peratons. nd

expained he easons hy.We exploredhree lternatves. ilrty,we ooked t keeptngbotha sales epartment nd a ma*eting depa(mem n everycountry s now,blt rcdLrcingll budgets nd ookingor costsavings herever oss le.Spend g on advertEing ill beclt back onsd€rably, nd when people eave he companytheyw I not automaticallye replaced. e canexpect hateveryoneS orkload ill ncrease

Secondly, brcak p henatonalmarketingeamr,whilekeeping he sales eams. lmarket g carnpalgns o ld be un centfallyrom head lfice,

eav g lst a skeleiof aff n other ounrer. This ption. , and sense hat many f

you ee it'r oo drasuc. owever tt the oprion hat olfe6 hegr€cles'cost ar19s, ndwe o

The ina opton s he poss iityof merging ales ndmarketing to one arge epanmenr everyma*el This

greater oordinaron, omecost avrngs, ut so a oss f foc|]s. would ike o hear mored scusson boLrthetherh s opton s viabe.

5o, n conc son, now s he me o take. . . . . . . . . . l 'm asking ll

of vou o eo'e deoarr.leltd oy" ies o ore sroe...........he uture utuiva nd

proftability f the comp.ny sa whote.

5 That's n nterestinguenion. WhatS our own

' 6 sorry didf 'r . . . . rhat .(hink of something lsebesides undestand'I think har 's utside he : of th isp€sentation, ut m happy o discuss wth you

8 Im . . . . youasked ethat .9 | promisedo f ni5h t me, and see

thal t3 nearlyen o'clock.10 You. . . . . have hought u e a otabout

th6. What conclusion ave ou to?1l Could ou be a t t le more 112 Anyone ke o on that?l3 | don have hat nformatono

Can get s hat al l ight?14 So, f I undeGtand ou

askrng .

Now fill in the gaps above wirh rhe suggested ofds

aheMatds back .atchconedty erpeiehced explain

nust an apinian palnt

53.3 Malch phrases -14 from the previous xercise othe te.hniques b€low.a Respond ositvely[- ,-]b clarifyAsk or epet t ion i-li-t .c Redirecto the quenioner - i .d Redirecto the group : le Delay n answer l rlf Contrcltheimng: i l

53.4 S 8 Speaking racti(e: isten and repeat. Repeateach phrase ou h€ar and hen listen o (heck.

quenions |1d omm€nts.tQ



The languag€ of trends is important not iust fo. pres€ntatids, but ako for business eporls. You maywant to des.ribe movemats in financial indicators (eg I,rofits, co6ts), sales md f,a*eting indicators(e8 sales, mark€t shaie), or @nomic indi@toE (eg inbr€st rat€s, unemploytlmt). Often this lan$agewiil be used to explain a graph or chart

Many verbs descdbe the dtu€ction of movemerllMovement p and down

90 doM / decrease kll

. / \

st bility and nsrability

+t\y ' \+

tatgEr movemer{ up and

double take ofl I b@n / J fIndlvidual polnts on a

the speed and amount of dange:

co|Eidenbly significantlyn&Btely I to sone adent -r-

)

Some erbs describe change n size, and othe$ say whether hings ar€ good or bad:

Altemativel, you may want to rctur to tulnhg points or individual points:

Hrh "*. ""."--l-

poln$ |

Ctrange n siz€

To make your description mor€ a€curate ou can hen talk about

Try also o get he pieposition right:

o - O * oGood bad I sales I'm#,Tx ,r*'t^y

h,I i;0,."".

Sales tood t €1.2n Sales ercased W il.2i, | 15%Sales ose

lfttn€1.2 o A.4n Thqe was atinq?tse in s,'les ol €0.2n

And finaly think about the verb forE|-

'#is"""""-lf V

Time pedod complete (past simpl€)sates mse W 2% last quttet.

Action / situ.tion in pmgr€ss in th€ pasl (prst coniinuo8)Things wrc ersiet n the con wry alew yarc ago, while profts wee tui'tg.

Time perioil noi complete (pEsent peifect)Pnfts haoe n6efl EignifranttV this vear.

Showirg that one pat €v€nt happened before dother (past pe ect)B4oft tte cEo ftsignd ptufts had tbeady lo enby20% h'awr.

ker€nt reEult of a pdt action (pr€6€nt perfect)Pnces h@e nsen because f highs naterhk risLs.

'will'tulur€ for geneial b€liel6, pr€dictioB dd ladsOn dt lpditors ui lace ttu *nE Wbbig as us.

Action / situation in prcgBs now (present

Infatiofl is tising at the ,noment.

'going to'frt|E when there is stroag F€seni evidene for apEdictionE eryW tu?s o1Enew plodu.t line - 1'1nsffi it's goins to be o succ5s.

All the language above Efers ro describing tl€nds. In lmit 55 you'tl s€€ some anguage for analrzing trends.

2



Exercises54.1 Match a verb on the left with a verb on the righlso that they have the sanoe meaning. Not all the wordsappear opposite.1 g

2 fall3 mprove

5 mov€ gher6 eveloff7 shr k8 edge own

rise

be stable

stabilze

lf there are any verbs bove ropposite hat you arent sureabout, heck heir meaning a€fully n a dictionary or example,the word'dec ne'- not mentoned n this unit means oth'decrease'and get worse'. Alsocheck o see f the verb can beused with an object for example ou cannot ay We.ore our

1 boom__=\ shrnk2 double

-----cr.sh

4 grow5 improve6 peak7 stay he same8 f s e54.3 Complete he table with the correci o/m ofthewords, You may need o use a didionary

1 go up2 grow3 rise4 t a l

5 grow6 expand

8 improve

10 vary11 t u v e12 deteriorate

54.2 Match a verb on the left with a verb on the rioht sothat they have he oppolite meaning.

varydrpdetenorate

fallht a low

Past imple Past panidple eILUp............. ..9p e..c?...._

-qe]1.4l

54 PRESENTATIONS TREI\IDs

54.4 Write he adj€ctives n the box n the corred spacebelow. Not allthe words appear opposite. Che<k nyunknown words n a dictionarv.

disappointing utouraging enormausyadual nadeate Epid slight

..

8 tGI

FASTl23

45

189

SLOW.t

SMALL BADNEWS

54.5 Rewrite he verb + adverb senten<es s noun +

adjective sentenes.1 Sales rewslowly.

There as la^ 9t94 .. --,. , ,r sales2 Costs ose igniiicantly.

3 Prcfits ete orated apidlyWe saw a .-.-..--.--.......,.-- - , in profits.

4 Market hare mproved iightly.We had -.- .- . - in mafketsharc.

5 Our 5ales orecasts aried onsiderably.There as a - .. in olr sa es

54.6 ;ill in the miising prepositions n the presentation

55 After he marketing ampaign t the start f lvarchsales ose .. ..... .. .. an nitia igure'? €4.5mr es.um by une. Thatmeans heywent upa 15olo,le bigge$ nc.ease sales 'aryrccent ampaign. hey urrently tand €a3n.9)

Note. he pteposilion n $4 6 often mrsted oL/|n rpeech.

S.7 Underline he correct orms n italics. Each erbform is used once.

ff so ar nisyearwe saw / have een ot of volatilityin the inancial arkets. hecurcnt sitlation n he worldecooomy is.ausing I had caused great dea of uncertainiyin the minds f investors. o-one nowswhat he uturetwillbring is binging. Last ear hings werc very different:everyone harbeen was optlmisticnd he markets wererising haw risen. f <outse e know now hai our currentprcblens6have heady egun had aheatly begun well belorclast year.

Se€ page 15J or some w.iting tasks.

in costs.

99



Presentations - trends llUnit 54 gave some anguage or des c.ibing rends. But in aPresentation r report vou will probablv also haye to giresome analysis. Yo , nray rali b gn,e reasons or the hends,to show heir results, o. to Biveadditional nformation.

Rcid l l ' r-p\r- . r

l ror in . - r r1r, lprp.ent . r r i . . 1 r l \ / ..B

rSalcs for ihe fn'sthalf of the ve.r $'ere disappointing,mainly because f the ack ofnew prodrct lines.':How.ver, r € launched hro new lines n ]une andpron or.d l l 'en s , rh r . l ro lg mJrl er i rL nprrAn olerihe surmer. rAs a res lt of lhis cimpaign, snles began oimp.ovc. {Ev the end ofAugusi th.\'r'ere 10.r higher on: ) c J t r o r F y c . r r, F i - . l l l ' o u E hh . f e L l l " . r ^ r B . r i n . \ p rSeptenrbc nd Ociober

Scntcncc h.sthestrrctl,rc'.csult' (lis.ppoirting s.lcs)'rcison (Lr.k of ncu |.oducl lnrcs) S€nience has hc

sltr,clurc r.ison' (ihis c.nrpiign) 'res lt (sales .ganl(' i'npu'c). Thd worls /',rr, s. (t. ns d ̂ r/r o/ nnd dr. r,,. . f a l l Lrc ni i f Rri(fcc I ind s .ni .n . .3 in . s i tni l ar

S.ntcr(L 2 lr.gins with ,onti).,,.rn l ihis $or l adds aa. r. r rL ' n 'u-J r r ' \ , r , rn( .1 Ll . , i l r rh t . ( \ r{r.Riton.u. fhf ilo'l1s ,.rfa drdl,d,ris anli.r(, , c<1n. r l lbo uso. l n . r s inr i l . rwir lhc\ . ' re l l f (nl( \ cd t r .1

Sontcn.c t hasdl/l,drr/, i thc middlc of th. scnirncc Thiswdd t()l'luces n idta th.t is su$risnrg afier n pre\ busidL'n n thc snm. s.nicrc.. Comp.rc Mith /],)nr'..r (hichrcius back oil differcDlsonllrrcc.,4lir.rsr..n nlso b. nscd al thl' bcginning of n senien..,blri ih. N\o cont|nstnrg d.as .rL'still ii thL's.mc scnt.n..:Altharsh srlcs oft ltish.t tt th. aitl of Arlrit, th.tt .ll lr[k,Srn' t, -st/.rlb The sards r//ror. /, .nd d., rrdr. 1, inbe uscd nr a snnih. sav

Now read his ne\t e\tract from ihc sam. prcs.ntation.

5Thisdrop h srles over Scptcmber n.] October ed

to a series fmeetings s'here wc cxamined our wholeshategv n d.pth. 'Chrishnas was approaching, n.t theChr;tmas scason roduces a largc p.rt of our amualsales. Moreovcr,we h,ere osing narkei share o our main.omPetiior 3As a result, we in.reased our advertjsingbudget or Novcmber and Decenber and chalgcd ouuse of different medja.'yOutdoor dloiising on biilboards,b$es and bus stops nc.eased, hile our a.1le rtising Imagazines nd newspapers ecrcasert.

Sentcnce has he sblcturc 'reason (drop n sales)'result

Geries f treeiings). The sentence ses Lhe erb'lead io' io expiess his. The erbs /.ad o dd,"rr/1tr cebe used na similar Far.

Senience 7 uses Mdfurc/ to giv. additional informationthat supporis he previous sentence. h€ words MolcoretFurthuinrc anll Llladtliti can all be used n a similarsa\: Thevle all folloved by a coma.

Sentencc uses As d rerrll b give ihe r€suli of thePre\ious sentence. he wotds As n rc.uU, Bccnuse ltltirand T/,.relof. an allbe use d n a simihr rvay. They'rc allfoll$led bv. comma.Sentence has '/ril. in the middle of ihe senience. hisn " r , \ . . - i r . l p , . - r i . l F l * . c n t w, , . \ . . ( . n p . r r .with dllllorl.q/l,here here s a scns. ofsurprise ) Therro.ds nt /. and a'llRrr c.n bc uscd h i similar way.

The table bcloi pr€sents ll this languagc ogcthcf. Noictha some $ ords ik. A.drrs. d/ and tr sfilr, (,fa c foLlorvcdimmediatelv bv n noun phrase, whilc othcnvords likc8.n s. and 1,,sril ..,tir. /ir.r rrri are rdlowcd by a subject +

B(rt t)f he nrketu'g.rhpnip n lrn(, rt\,., n\$ttt.8&?r r,c tdd d , rt.rtr{ tdkl i h llrt, srtt r\.nns.d.,t:tit. offhe poor tu.nth.t i't ltu, t$ ...ht :pit. ol tht tit(t llat h.t. ens pot t\\ttl1( r1 rl1t,sdl$ ..

fhe phrases you need t€

Reason resul t {ie (ause consequen(e)Because f / Due a / Asa .esult f + noln phrase,8 F Q u , a D u a o h p . a . tr r a + , . b a r , , a . oreIetrn9 to the prevo s sentenc€Eecause f ths. / As a result, Thercforc,

lea.l to / rcsult in

Resul t reason (ie consequence cause)because f / as a rcsuh of / due to

Making a s imple (ontrast. whtle / whereas

Adding a surpris ing or unexpected idea

Hawevet, Neveftheless, Even a,]n spne at / Despne rcun pftase,]n splte af th-. act that / Despir€ he act thai + sublecl

. , although / even thoughAlthaugh / Even haugh ,

Giving additional nformationMorcover, / Fufthemate, / ln additian, .

See unit 69 for other e ords like As r r.srl, Horrdoel and&l.r?dfdr that begin a senten e by making a link to the

{



Exercises55.1 Findand correct he e 9 mistake n each sentenebelow. t could be a missing word, an extra woro, or a

I BecaLrseurconsiderableost-cuttLng€asures st

quarter, rot s rose ghtly.2 Becalse f we cutcons consderably n qua(er, rofitsrose lighty.

3 Earn gs €llby 8% ast year Lre ur ncrcdsed ai€rdls

4 Earn gs ell by 8% last ear sa rcsult rcm olr ncreased

5 Diffcuitmark€t ond ion5 eslr ed a siqnificant eclne n

6 The gn icant eclin€n marker harc esu ed of diffcultnarK€r ono onS

7 This haft hows hat brand wareness ncreasedn South-

East sia, where f€l in tatin Ameica8 Our competitoB regainingmafk€t hare. ore, heyhavea whoe new prcduct ne comng out nextmonlh

9 In spile he .ct that we delay€d he .unch ol our newo o d L ' 1 ' d g e ^ e s l L d d o d o . a b 4 r . i , r i l . < r y e a l

l0 Desp e we del.ying he laun.h of oLrr ew p.oduct ange.we nill h ad reasonable esults ast year

55.2 Complete the presentation extract with th€sewords: ar a fesurt due to, even though, howevet, in spiteofand morcover. Use a capital letter where n€cessary

Be carefull Read he whole text before you begin, and

wfite your answers ightly at rhe side untilyou're sure.We . ' F o p e a t g i " r " r / d ' 1 c - r b - s r n e s s e - v r o - r e 1 l

and his s argely the hiqh price ofoi l E e g, .ost( a e o1e or he bggFsl o.rs . oJr b rsr-e(<.' we ve ntrodu ced ot of enerqy-efficent machines n o r factories ver recent ea6.

this nvestmeni n technology,energy t I accounts or :8% of oLrr ired cons - and1 its v€ryd fiicLrli o ncre.se profirmarg ns. 5 , i's noi a bad news Marketshar€ s grow nq dowy and we've signed ome mpo(ant newcont.ads. 6 , our recent cquistion of acompdny n Braz gives us dccess o the Lat n Amercanmarkei o. the fid time.

Notce ow a phrase ike 'as resLrl t 'doesolaways .ve ocome al lhe beq nning of a senten.e ollowed y a comma. . #4_.orp\ r le . oolF. . ' - d o Vd\ o " I e^ 'e ' re Le dwo d mean hat lre presentation oes not ow so well.

55 PRESENTATIONS TRENDs I

55.3 In unit 54 you saw wo simple orms or the future:wi and going to. However he future s not certain, ndto make orecasts or trends you need other anguagethat shows diff€rentdegr€es f probability.

Match a sentence -5 with a sentence -e with a similarmeaning,I 13hghy keythatwe meet ur argets.2 Wete key to meet Lrr arg€ts.3 1 mightbe hat we meet our arg€ts.

'

4 Wete unlikelyo m€et our drgeh5 ltb highly nlikelyhat we'll neet ur arqers

a ]heres a good chance e l meet ur arg€ts.b Ther€s lmost o way we meet ur argets.c Ther€s ot much han(e € meet ou. argetsd we re almost erta to m€et oLrrarqets.e There's. 0/50 hance e m-oet

ur argets.55.4 Complete he presentation xtractwith the wordsin the box. Thisexercise ndudes som€ new language sw€ll as anguage rom units 54 and 5s.

axit a slight nctease akhough have een tathiqhtght highly ikely lnpli.ations in line with lead a

notie nate tapidly rcached peak roughly while

OK.have ook at this nextgraph There retwohnes he re€nin€, th va ues n h€ ef t v€rtca

shows a €s The ed ne,

wrthv.lues n th€ ight ertic. aris, hows rolirs.l 'd ke o: rwoth ngs here he Irst s he sale raph Asyoucansee, dles ose teadily or many ears. ut hey

round wo years qoSincehen, a les w1hlust in his an qu.r ler

Nowookat profts. '_ o ^ p o r, l s 1 ' p d P d

-

sales or severalyears, ut hen hey narred o deteriorate,( o w. y d t r r r r d r d ' r o _ 3

li, the last year this drop in profits has been s gn f cani -5 % .

not dorng nough o contro costs.the a s gures aken

d ore do _ oor Loo dd p.o'ir. ell l-e edt tol.

It s a diffic ltnrarket nv onment nd we rnust cr owor t t rr thatwe w lllose ur competiiveness n h€ ong erm h s wil

a sirlai on wherc h€future f th€ company, nd our obs, rear risk.

See age 152 or some writjng ask5.



Presentations - review

s5.1 Match he beginning f eachphrase 1-10 with its correct nding a-j.

1 oK, e t ' s . . t -2 l{you ave.ny uenions, i

3 I ' c o m e b a c k . .4 I v€ d videdmy alk .5 Jlst o digress or6 LetS xam e his

8 Myown view . i9 OK, hat 's want. .

10 Right, ts beg . . .

b gel n:rted. Can everybodyee?

d rnto hreema n pans.

f on to the second ointg please ee free o interrupt.h to his n a rnoment.i w1h he i6t 5 de.j to eay bout he rrst ont

Continu€ s before.I I Asyoucan s€el2 began y e l l lng oLrl3 'd like s o14 J st o summarize15 Letme exp in . .16 Now do you .ve .17 Rghi , hai brngsme o..l8 Thank o all .19 This eads e .20 What s he eason .

k a ttle about . Then explained ow

First

ff+,:-'m l '

) t

f n{WJe At

fter h.t talked boui

focus ur attention n

for cominq nd hopefor th s? The eason s

two th ngs on

'p

t

the €nd of my presentation.the ma n po nteaq. n before finsh.to my h rd po nt,which s .wth a concrete xar.ple.

Just o summaize he matn paints

ai*>* (igha hat brings me to the end

56.2 Complete he diagram elow so hat it indudes ll the twenty ph asesfrom 56.1.You will see hat €ight phras€s ave already €en used. Findandwrite the other welve phras€s y matching hem with a picture lue.

4t

frrROpenir |gAK, bts get statTed Can everybady ee?l

2

Oo;nr /(D1tet s begin $/ih the fist slide I V4

<l-\ ,\

5e.ond point6

l'11came ack a thts n a moment8Id likeus o focus u aftention ntwo things on thischart

Third pointThis eads neto ny thid point, which

.AE;-q I | f0 ( -du

2\^,nru

) , ,Now, da yau have any questions?

wh€n you finish, ook back at the whole sequence nd read he phrasesaloud. Can you see how th€se signpost phrases' elp he audience olollow the presentaiion?

6



56.3 Fill n the gaps with the words n the box.

56 PRESENTATIONS REVIEW

55.5 Underline the (orrect words in italics n this extrartfrom an internal presentation.

This next chart shows saies or our hvo main productlines, the Micro rdge and the Neka mnge. 'Mdrk / Noltl?the scale on the vertical zaris /dile ii shows the number

ofrrtits/ lnili6 sold n thousmds per month.1'd like roa.lrna / ntake yotr attention firstly to ihe blackline, which shorvs sals of the Micro .ange. You can seehow last year sales rose / ll aoe trse 6stedttlJ/ stetrdil allthrough the year Since he beginning of this year they/conti 1ucd/ hare conti,lEd o nse, 3altharyh/ i,t spite l ar ̂

On balance, hese esults are good 's.cddy /sipadily''gror,/gron,i, is what we like to see. This Senerallypostile picturc s "d .lo /d .tdfl ihe performanceand reliabiliiy of the Micro an8e, and the fa.t that oucompetiiors h;ve bccn slow to re spond. zEr., solEo.,r

r/'o Sr, ve cannot bc complacent. We have o bujld onthis success oing foNarcl, and I want orr nrles eams oreally ocusrrdi,orirl0, the Micro range L{drcr

4ro,r the

I'm Boing o set an ambitious arget 10 ake salesof Micro p.oducts rom thcir curent levelof30,00 0 permonth rsrdl ,rii ai1{Sr//r/,rrl bd of 35,000 y thc cncl of

OK, now et 'srTlDknr/ look . ' hc purplc inc on thcchart, which shows salcs of thc Ncka rangc. As you know,we launched his rangc n Dcccmber f l,lst ycar, ncl salcs''tookoll u.r. tokrtg ,ff mmcdiaicly. For hc lirst lcw

months hin8s "'jzucru.tiiy looknq Sood hitl ft,nllr aokctl,good.We were cxpecting his becaus€ e lDrrcf.,lon,S/ rd,1do,rt a lot of market research efore he launch.':rHd? r. .f/ Wl,?nns, or no obvious eason, here 2n,rs / ,ns 1,c., aasudttat / stddeily'1tdrap rs.l .. in sales n reccnt wccl<s.The quesiion s ihis: can we find out the:5ixoii".s ridlrrsand what can we do'z6nbol r4or t?

tn d nomrnt I'm gomg o open up lhp d - u\\io.and ask for your ?Tconuerts / conne atics. B'rt theimplicahons are lear: i's 'z3high/ hishllJ'1echanc. likclJJhalwe won't mei our ttrget of 25,000 oby //o/ the end of th.

about at back in lnan an ta

1 Take ook . this pclure.Whatdoes t tellyouourcompanyT

2 l .F divded lv l. l foJr n din p"rr .3 Right , t sbeqn . . . the i rs t de .4 LetSmove .... the second oint.5 Ths leads me .. . my hird mainpoint.6 l ' l lcome . . ih s n a moment.

( an is passible n #6, but isn't the answer here7 My own view th s s simple.

('af ispossible n t7, but isn't he answer here)8 | h rl lL€re 'e hree Je , o o fo,u ,9 As youcan see th s nexr lide, ..

('in' s passiblen +9, but bn't he answer ere.)10 So, conclusion, hope hat my alk has given

youa goodov€fvi€w our company.11 Thank ou coming.12 Heres myemail ddress case ouwant o get

56.4 Complete he sentences ith the pairsol words n

anyane cannents btings end dlqress nomentexantne detail explain agaln expldin conctete

highlight .|iagrcn question apinian scape ahpMa tetine questian useful backgraund start lntrotiucing

mysell.

t m g h t b e

Let

'd l ike o

to givea tlle2:

18

In6In more

with a

iwo things on this

Does have ny ?Right,hat

sorry, an ou ... thal.....'.'.'. ?

10 ThatS n nteresiingown . . . . . . . . . . . ?

11 | think hat's urside he of thispresentation, ut m happy o discuss t withyo

E

12 OK, th nk here 's



Meetings - opinionsRead hc extract .om a meeihg n a household roduciscompany. nroine A),Brigittc B)and Chrts c) arediscussing heircomplnv'smarl.iing straieg\r

A: We need o do something adca o dev€lop urbrands. he etaileG rebecoming ore nd morepowerful theybly frcn us or what€ver ric€heywant,and s€ll o the publc or what€ver rice hey

B: Abso tely.Ourprofitmarg saregett ng hinner nd

C: totdlly gr€e ith youabolt the power f th€ €ta e6.Afd it'snot Lrn her prcingpow€r lts also heown abe prod (ts.Whyshould €op pdy more orbrandedems k€ oursl

A: Basca , we hav€ o ook t brandrng a whoe newway h ny op nron, we -raveo go b€yondmarketresedrch, eyond a krnq boutqua y, dnd beyond

" . e d d \ p r r ' n o o a d n d t n r r 9 o . d ) . d eneed 0mdke n emotrond onn€cton th contume rsWe need on5 mer o ove s, nol lust o need us

B I nr not so slre about h:l We s€lldel€rg€nls nd' ' o ' o ' " I o a " - o ^ F - o r o - c . p L e a L 9products) We're not a .ompany ke Apple or Nikewhomake xci l 9 , lenyle rodlcts Wh:l do you h nk .ChnsT

c: t seems lr me thal we have o do sonrelh q wecan'1lusl ary on ds we are 1 nay be rue hr l ourproduds aren't veryexot nq. bul we aho have 10cons er hat hoLrseholdrod . rs rean mportanrpart of fam y lIe, and dm ies are near he cenlre oloLiremotons Aclua y, I do think o r advertis g couldappear more o peop es emo t ons

B OK, OK You e probab r ght But what did you h.vein mind,Arto no?

A We n€ed new'face ' for ur brandq. celebfi tySomeone ho the pub c oves To put rt s mpy, weneed he mon famols footba player n the wond toappedr on screen, rsing ur products.

B: Re.ly? Do yoLrh nkso? You h nk thai if a famouslootbd er eans he teeth and washes he oor, us ng

our products, he pub c wil loveus? thlnk hey w Iauqh at us, and at the footba er .

f: Obvously t wou d h ave o be done careiully, nd afootba er mdy not be he ben choce. Perhaps. lmstar rom romantc comedy movieswould be better Butin g€nera l lkeAntones d€a.

B: OK, can s€e what you nrean, but don you hink thi5is a golng o be very expensveT

A: Thatb rue. r wil be. Blt iron my point o{ view r3worth t. An emor onal connection s he onlyway o

lustilya prem um price.

The phrases you need Ag: r t i : r i i ' . , r ; r, '? ; . r-What da yau think, Chns?Chris,what's yau apinrcn?Whatdid yau have n mind?

Cr: i r i t r. . i r. r i ; . i t rnWhat 'n tryinq o say s . / The palnt stn my opinian / rhewaylseei t . .gasi.ally tEssentiallyA.tually I As a matter af fa.t ..Abviously .. / Clearlyln generat / ArctallIo put it sinplf . / ln short' : i r r i r. i j .1 r i i . i i r ioi . im.r. . r : r5l i , : ,1/r 5eems o me thal

fran rny paint of iew. . - - . . , r ) : .1

t totallyag.ee |ith yau / AbsalutelyIt s nat usl , it s alsoYau e prcbably right

r , : i : e i r i . ' , r . : 1 - 1 : i . -, ii ag.ee up ta a potnt. bulOK, .an see what you mean, ut don't yau |hink a

tt may be true thdt . but we ako have a cansid€la : :a.' -.:.- j: ::::Realy? Da you think ta?t m not sa sute abaut thatt m sony, hat nat how I tee tI rcaly .an t agree 6/ith you there

\dhce thc difiercnt wit,s to gne an opnrion nr thc box.bore. NlaDv I ih.se phrnses ppear n ihc cxtract.\ohce thc.lifferent wavs to agre. an.t disagrcc abovc.\fan of thes. phr.ses nilpear D thc cxtract.



57.1 Underline he correct wods in italics.1 Chris, hatl/row s youropinion?2 What did you have n mind in Wur nind?3 lt seemr me seems o me hat we have o do something

we can'tjusl arry n as we are.4 Frcn, ny view ny point of y/erf, ts worth it.5 | am agree t agree with yau.6 YouJe ight / You have eason.7 | agrce o a point up ta a point, buL..8 | can see whatyou mean you?e neaning,btltdon'tl/ou

think his s going o be veryexpensiveT9 lt may can be true hat our products ren't veryexciting,

but we also have o consider ..10 l'm not so sure y,fhaboutthat,

57.2 Look at the extracts from meetings below. Wrlte aphrase

rom the box nert to aph6se

in italica with t|tesame meanlng, e carcfrrll

Exercises

ser us ssues hatwe stillhaven't iscussed., the project s

threeweeks ehind chedule, ot wo., we have nough ime,

Clearly , they'rc ot as ch€ap sother upplers, ut heif quality nd cliabilitys much

Actually Easica 8y the way Howevet lng$e,alln nyopinton Luckily Obvioudy lhe point s ln shon

0elter.overallbut here are some mportant etails hat stillneedclarify q.

6 What 'n Wng to say s

3

t0 Toput it sinply /

,s t3 not oo expensive,g WhilewE'reon the subject

9 The way see t /

, it3 a very positive roposal,

, June s a

didyou

nuch better ime o launch h s oroduct han Aor7 Essentially , its a good deaas ong

get a chance o read hat cport sentyou?

a complete aste f time.

, the whole hing s

, profits re allingd_d cosls are iqingand we have o do somerhing {an.

57 I|EETTNGS OPtNtOt{s

57.3 Write one oI thes€ next to each sentence below:Polite disagrcentent, Stong ditagreement, NotWnaticaly possihle.'l lreallycan't grce withyou.

2 l can't eallyagree ithyou.3 l can'tagrc€ eally ith you.

57.4 Put he phrases elow nto order: 1 s he mostpolite disagreement nd 4 isthe strongeit disagreement.n l'msorry hats not how see t.I Really? oyou hinkso?n l'm not so sure bout hat.n I really an'tagree ith you herc.

57-5 'l think we need to make an emotional aonnectiohw'tt .otsumerr.'Study the diffurenl replies a-{ and thendo the €xerdse below.--) a Yes, ust ikeApple r Nike.J b Yes, oule right.J c Ye5, heyshould ove ur prcduds, ot lst need hem.+ d Maybe, ut how can a household roducts ornpany o

that?-f e lsn't het dee oo abstract? ouldnl t be better o

focus n something o€ practical?+ f Do you hinkso?+ 9 l'm sorry don't agrcewlthyou.

ilow match each eply wlth a te<hnlque or agr€eing nddisagr€eing below.A9|€€in91 Using standard hrasefl2 Saying he same hingagain sing ifferent ords3 Giving n exampbn

Dlsagreeing4 Using standard hrases Yes, ut . . i16 Asking n open questiono show doubt7 Asking negative iJestiorwhere ourown answer s

clearly yes) n

57.5 Q 9 Speaking practi.e: listen and repeat. Repeateach phrase ou hear and hen isten o check.

Meetings 1



Meetings - making things clearRead hc cxiract ronr a meethgbetween three scniormanageF rom differcnt departhents n an h\.cstmenrbank. Agusih (A) h.s somc bad news o announce o hiscolle gles Briar (B)dnd Cecilia c). Brian and Cecilia camotbclieve what th.y're hearnrgl

aLrthorityC: Can get this eaf? You're ayingh. l there ras een

A Yes, t appears o. On a ndssve rralp lwo billon elrosC Sorry, ow rnuch did you sayTA I ea d two b on eurogB Ho$? d yolrarrve al the gure of 1wo b hon?a r ts l r, s r : quess8: Whal exacty o you mean y'guess '? on you

A: The peuon nvoved as rad ng compex nancranslrumenls Derivdt,ves t s veryd lf cu io enrmate he

C Correct me f 'm wrong. bul yo seem o be s.yrfgthat yoLr ave no c ue whal this person w.s ir.drng andno c ue how much money he has on

A: Pledse. low me o expa,f . cannot now every eta , lol eve.y ranlacton oTevery rader I have spoken othe ndvduals n€ manager hAmornLng, nd hef qlre o{ two bi on ooks ke a reasonab gless.

B Yo mentioned hat the person was rad ng comptexderivdilves Cou d you be a litt e morc specif ?

A: At ihis nage, noB: 5o, n oth€r words, otr don r L rnde6tand he rrades. nd

prcbaby he line manag€r oesn't undeEtand therA: Perhaps haven expldned myself eary Whdi meafi

was hai wele nvenigdring he matter There recertain aspects f the t.ades hat seem o have escapedoLrr nlerfal controls

Cr Could lust say omething? don'r beleve ha t ,mhearingl Does anyone n this pace know what they'redo ng?

A: Cai just nish my point? Whar was rying o say wasthat this s a very seriousmatter and I cannor oramerndividuals r 90 into detaik unt we have proof.

Br just hope hat the media haven'r ound out about his

' A: There re hreejourn, ists wait ng in my office

Nohcc the different ways to make hings clear Ai tinc 7Bnan asks or.epefihon. At Line12 Ceciliauses h.r ownwords to check paraphrasing). t Iine 5 Cecilia clarifiesan ndi\ idual point.

fhe phrases you need t8Ask icr reDeti t ion

Sorry ntissed hat Could ou say t agan?Sony, 1don't undetstand, .an you expiain that again?Can you run thrcugh / ga aver that again, please)

Use your ov/n wordt to che(k5a. rn ottier v/otds.It I understand ao caftectly, .. ts that tiqht?Can I get this .leat? Yau rc saying that .Catrect me if l'n wong. but yau seem o he saying

Clari{_v ndiviclLral Do'nts'orty. how mu.h .Jid yau say?Sary. the praje.t wi statt when?What exactly da you nean by ?Haw dtd you anive at the rgue of ..?Yau mentoned Caul.l you be a littie nare spe.ifi.7Corre. t a misunderstandingIm sarry, hats notwhat I neanlNo, sat.y. there 5 been a slight nisunderstanding.Perhapt I havenl explatned nyself clearly.

Please llow ne ta e\plainLet me prt tt anather way,What meant vfisWhat I was tryinq ta say was

Get your turn to speak

Cautd just say sonethinq)Can lust lnkh ny patnt)

Bc :

B

Well,qood mornlng, veryone.Goodmorn g.Goodmornlng.You e probab wonder gwhy called his rgentmeetrng t sLrch hoftnotc€. have ome ad news oryou We have rogue rader.Sorry, n ssed h.t Could ou ay t aqainTI sad we hav€ rogue r.der Lik€Nck Leeson tBarir,95id Jerome etu€lat oc€te €n€raie ehave orneone ho has een rading eyond s



Exercises

54.1 Read he dialogue opposite loud severaltimetthen cov€r it with a piece of paper.Now try to remember ome ofthe missing wods below.Write your answers ightly at the side.

1 Sorry. that. cou d you. . . . . . . . . . . . . . . . . . . . . i aga n?2 Can get his

that he.e has been raud?3 S o r r y. . . . d d y o u

How d d you

'gir€ss'?

. . . . . . . . . . . - m e l I myo seem o be say g hat you have o clue what hisperson as vaorng.

7 Please . . . . . . . . . meto

1 0 C . n l u s t m yWhat was rying o say was ..

Ica_nor nowevery etd. o'every rdnsa.tion.8 You mentionedhat he person as rading omplex

deriv.tives. ould ou be a morc?

9 Perhaps haven't mysel{. what m€ant as . .

by

but

After you have remembered whatever you can, usethe pairs of words in the box below to @mplete the

allow expiain anive ltgue clear sayirg cone{t w.ongexactly nean explained clealy flhish point

I hownuchltalryl:E ,, ^'::: lt:y

5A MEEIINGS MAKING THINGsCLEAR

58.3 A team €ader s speaking n a @nference all, but a<olleague Bob)doesn't understand ery well. CompleteBob3 questions ith the words n the box.

where which whahownuh how aften

Team eader: hismeeting oday sjust a quick rief g so hateveryone nderstandsheir xhkqf efore he prclect tarts.

Bob:Sorry ndebtands heirTeam eader: heir oles. e5, s wa $yinq, l'sjust a quick

brief g it'll ony lastaround fxhzq minutesBob: orryz . ....... ........ d d yousay?Team eader: rolnd hirty minules. K, so he prcject il l

ttaft.t the beginning f qxkfzh.8ob:Sorry he project illstartTpam

eade' At tl'e begrn.rng 'Ma(h

Ald o_cFwe'll have o meet regularly, hkzqi a month.Bob:Sorry . . . . . . . .. . . . . . . .d you ayT

rs unn g,

Team eader: nce month. OK, 2xhqk ill be n overacharge f the bldget.

Bob:Sorry . . w ll be n charge f thebudget?

Team eader: ;fiha. f yo have ny ravel xpenses, lease ilin tom qzfxkh nd give t to her

Bob:sorry form?Team eader: orm E30. fyou h nk youw ll spendmore han

fzxhqk, ou should et myauthorzaton rst.

B o b : S o r r y 7 d d y o u s a y ?Team eader: 00 euros. opies l the orm can be olnd onhxikzq

Bob:Sorrywe (an ind hem 3 ?Team eader: n he companyntranet.

58.2 Fill n the missing etters.I Sorrydon ' tLrnd d. Can ou

agaif?2 Can ou trn .. .. gh hat again? = explain ulckly)3 Can ou qo .. r that again? = rcpeat t in order hat

can understandt)4 No, sorry heres een sl t m sund5 Letme il another y.6 Can . here? =enter he discusson intenupt)

58.s S 10 Speaking ractice: isten and repeat. R€peateach Dhrase ou h€ar and hen isten o check.

Meetings 1



@ rvreetings probtem-solvingRead he ertraci rom a meeting n a minhg compan\lA t r e F / A ) . B e r ' 8 ) " r J C a u d . , C , c r . d .- - u d \ - u .of so.ial esponsibiltl

A: Ourgeolog a studi€s ave hown hat heres otol gold n this area, ut he ora populaton s aga nstus th€y ay our minng op€rations I denrcy heenMronmenl.here reseveralways e co ld dealwiththis. d like o open up he d scLrssronnd hear our

B: I th nk we should fier ome money o the oca mayor.under he .ble t3 worked efore

A: 'm sorry, don th nk hats a good dea Whatwo db€ h€ consequences? hismayor €eme onest ndhe couid o slraighl o h€ newspap€E. twouldbe ad saster

B Yes, suppose ou're ght.A Caude? ny sLrggestofs?C We l . l 1 . J i

" r d e d . . l ^ l d d b o L _ D r " g r o . r psome f our profts o support nvironmentalch.r i l s?We cou d give money o organ zat ofs that protect hera nloresr, hat sort of thing

A: That ounds ke a good dea, ul donl think t woLrldwork n practce. €ts ook at the pros ndcons Onthe one hand, worr ld mprove r public mage, h. tslrLre.But on the other hand. people wou d see 1 s averycyncal genlre And t does nolh ng lor the lor:apop at on In hat . rea

B Can make a suggenon? nead l be ng delen ve, L . d o 1 $ e 9 0 o h " i _ " . . ^ h d o g o P . d a p d , g

A: What do yo mean?B: We ook at the benefits har our operati onr w I

bring We'll br nq obs o the lo.a community, nd ouremp oyees wrl pay axes o the government We're onthe sde ot proqress

A Let's hink careJLrlly bout he mp cations f thal Wewou d have o spend a huge amoLrnl J money onpress nd ry advertjsement s, nd we're only a smallcompany What do yo ihinkClaudel

. r q e l e d i l . o J d s l , t e d g o o o r a F a - h o J o - a g r e etha t he coetmay be oo high. think he be( waytolward s io get a more detailed st mste of how muchaold he r inF , dr p od-c€ d1d L r wF . bF n abetter posiUon o d€cde aboui he PR ampa n.

A OK, et3 do thar. After all,we have a fumber ofooriols -or e{drolc, we (o,rld in . io, dt pR ampaqnirs tedd J " dr onr one. J \ t F1ph. i - i rg herobs

B: OK The next hing to do is carry out a morc detailedgeorogrcar uwey. aqree

The phrases you need V€P r e s e , T t i ; l i o n swe have a nunber c)toptians.ftEre are severcl ways we could deal with this

E a i a n r e a n a r q u r n e i l tLeI's oak at the prcs and rcns.An the one hand, But an the ather hand,tn generat . ahhaushOn the whole , but

ivlake . l su.Jgesi iorrt thtnk w""shauld / couidCan nake a tug.testion ? nstead f .. , why dan't we .. ?It\ lust an tdea, but vlhat abaut (+ ing)?

What wauld be the consequences)Let\ thtnk arefuly abou the mpli. atians f that

A(.ept a su qest ion

Yes. thnk that would vr'a.k callywell

Reje. t . s qlqest ionI can see ane at t'Na prcblems with thalThatsaunds ikea goad tdea, but I don't thin k t wauld

I m sa(y, t dan t thnk that3 r qood /dea

I think the ben way fatwatd isWhat we ve gat to da now afhe next htng a.lo B

Notice he process f explorjng options, maklngsuggesiions, eacting, and accepting r rejecting he



5 9 M E E T I N G S P R O B L E M - S O LV I N G

1 There re sev \rays we could d

7 C a n

2'd

lke to o 1r the diqcuqson nd hear oufvI Yes, su se you re r t4 Th. t s s ke a good dea , but dont thrnk wou d

w p r5 Let's ook at the p and co (= advantaqes nd

dis.dvdntdges)6 th€ e d, t wou d mprove lr plblc mage.

thats trLre But the I d. peop e wou dsee I ds d lery r:yn,:a gesrure

on? d ol be nqt we go of lhe allack with . brg PR

Exercises

59.1 Cover he opposite page with a piec€of paper.Now try to remember he words below (Some etters

59.4 Complete he table by writing these nouns next othe verbs hey go with: a suggestion, de.ision,a prcblen, a solution- Check ny unknown words n adidionary

an.l ze, pproach, void, e a.edwlh,cause, onsider,xpore ,nda w.y round, €t ound,dentt.loo l ' lo .ovo.or o p" ."Gomebody th), €tolve, un nto

agree on). : r rve t ,come p wth,lgure o t. f nd, ook or, ofier,produce, ropose, ut oMard, '

reach. ork owards

€ccepl, cl on, agree wlh, come p Mih, ofsder make, ol low p.9o alongw(h, lend weiglrl o, put ltorw.rd, €le.t, espond o, ruleo 1, ake up, we aorn€

a er, iiNe at, be a.ed w rh, omero. onf rm. 9o backon, hes ar-aover, gnore, mplement,lunfy, ie 4beh nd, make, ostpone, each,recon'oer'.eve6e'laKe

5r.5 r i l l each gap with a verb from the prevrous xefcisein the (orred form.

3 stlat on $/here ou h.,,'e o d€a wrth t

mrke an eilort ro de.lwtll I lnetaphat t'rcn t'oatball)I l fyo

about a prob m unli l ou .d the nswer r Lrnder5t .ndwh.t hrs happened = watk out )

4 f yo a sol l ton, yoLr olhrngt that he p yo to make progress

canrpa n n the m€d ?

8 Lets h nkc.refu dbour he mpl(= possrb futLrrecsultt ol th.t

9 n g il soLrfds ke a qood rd€a. a 9haq€e h. t the con may be 1oo qh

1 0 t h i n k t h e b w y f d 5 t o q e t a m o r €deta ed e51mal€

s9.2 Make phrases by matchiog an item lrom each

I OK, efs ... wane of trme2 what '\\ work re.lly wellI Thals a rornp ale'. aboLrl )

4 Why5 Y€s, hat wo d '. donr we I6 Sha do hal

8 Can9 I can see

l 0 I m n o t r e a yl l That nrqhl e1 2 l d o n t h n t t

worth try n9

wou d work n pracire

one or iwo prob em î(h hal

59.1 Wfite the phra5e umbers rom the pr€vious€xercise n the (orrect ategory below.d Make sugqenionlr Accept slqgenonc ReJect suggenion

' o r o . d - p . d " r c e o . d l p . 6 9 9 p r o r 4 p . L e .

5 f yo

6 i somethinq

. . ion io pui n nto pracrce8 f someth ng

s the trLre eason or the decision

a s gqesron, o

a suq9e5rLof,

59.6 @ i Speaking practicer isten and repeat. Repeatearh phrase you hear and then listen to check

Meetirgs t l l



Meetings - leading a meetingThc person who le.ds the mccihg ls often called rhe chaiJ', but other comhon terms de 'moderator','facilitaior' and presidnrg offic.r'. Belos'rou ryill flnd some vpical exh'acts poken b\.this p€rson

Opening he m€etin9Rrght, 5 everybody ere? Good, think we can std.tAFll oood no , 19 "vp rorp. ard h.11, or Loar ' 9Ljnfortun. lelynneke and sends er.pooq €sJust a couple ot hous€ke€p q lh ngs before we beg n

&D 'a.p. \ho b ""r dro.rd r" r lLI r . dro . rto { nish he meetifg on I me. at twelve o'clock Trrebathroom down he ha on he €l lOK Do yo . hav€ .opy of lhe ag€ndd? ood C.nsomeone ake he m nures? hank you. Vkramlun beioie we beg n, 'd ,ke o nlrodLrce gnieszkafrom our Warsaw {l ce Wolld you I k€ to e:y a fewword5 boll yolrse Agnerzka? OK. hanksRght Our oble.l ve oday to plan he aunch l thenew a.ge o i a rqe creeneevsons cross o r E ropeanmarkel lve prepared ome backqround nformation hat Ihope w,ll be selul, and ' distrbLrte round he tabe nowYou can see rom the agenda hat we have a lot to qetthrough, o woLrld sk hat you keep l lcont ibutonsbrel and o the pointOK, ets mov€ raight to the rsi item. Henk, woLrld

Ihe phrases you need 9Ask {ol . react ionsWhats yout vtewan this, Nadin-b?How da you feel abaut this, Kiaus?Antanta, his B yout field. n a few wotds. can you tell ut what you think)l,tike, aftet we ve heard fran Rasa an we have yout iews? | know yau

have sane erperien.e af this prablen

Deal with interrupt ionsCaul.l ou just hang an a nomenrpleare?Ane at a t)ne, please Fist Miella, then CiaudePavol, ould au ust et Nikolanish? @ne back a yau n d nonent

Keep movingPerhaps e could get back ro the nain paint?I m not sure hat\ televantLet leave hat aside at th e moment.Can we cane ba.k to thk later?I think we should nove an naw

Closing he meetingOK,everyone, th nk w€ (an nop there t3 nea.y tweve

l'd like o sum up Ther€ re hree r.a n conc u5 on5lrom the meet ng. F rrt, 5€cond . And finallyn t€rms oi .ctron po nts, we v€ decided o lenn fer

you re go ng 1o dea w th rhal - and we've so greedthat Mrquel should pr€par€ report onAre here any other po nts hat anyone wants o make?Have nr s5ed nyth ng?We , thanks o. you. input, everyone We've had otsoI good deas and think t was a v€ry sefLrl meet ng. 'l l

crrculdle he nr|n tes as soon as get them from V kramWhal abo t another meet ing? anwe x a date now?Right , € cose he r.eet ng here Enloy our lnchCa .ona. can lust have qlJ k word wth you before

Managing the meetingB.hveen he op.n and tho.los. there s thc wholc micldleso.tnrr oi ihe nrttting whorc thc chnir dnndges nd controlstho rliscussn)n.'fh. ablc b.Low conta,ns hrases hr this.Unii 53 Nl, tkinghings lca, is aho very.elev. ,nt eLe.

Focue he d;scussion1 hitk we need o loak at thls n nare detdlWe need a analyze hts n a little more depthWiC€n the discu13ionls trerc nghing elsewe shauld antdeawhat ather ways arc thete a appraach his?Check agreementCanwe go raund he table a see f evetyane

Da we al agrce n that? Gaad, hat's ettledS mmarize5a, basically, hat yau rc saylng s ..

AK,bt\ go over what we ve discussed a fat

1



60.1 Cover he opposite page with a piece of papeicomplete the sentences rom the opening oI a meetingwith the Dairs of words in the box.

agenda getthtough backgrwnd / usetul bathroon I hdlbtief /point cowl agenda housekeeping beginill/ apologies kick off tight I s6rt say words

straight I iten take ninutes

Exercises

2 Unfortunately nneke sh e f -

3 Just couple f

4 The

iseverybody ere?Good, thinkwe

things betore we

is down he

of the

infomation hat

to the fi6t

on he eft.5 Do youal have

6 Can someone

7 Would ou ike oabout ou6elfAgnieszka?

8 l've preparcd omehopewill be

9 You can ee rom helot o

10 lwould ask hatvou keeo ll contributions

and o the

the

12 Henk, olld you ike

2 a written ecod of the decisionshat Deople ake t aforrnal neeting

3 (p/rrasa/ erb)do; f nish dealingwith4 one of seveEl hings n a ists (phrasal eh) begin

11 OK, et's move

60.3 Write ArE Gritish English) or Amf (AmetkanEnglish) n the right line-1 bathrcom restroom washroom

to?

60.2 find a wod or phrase rcm the previous xertisethat matches he deflnltlons b€low.1 a list of the subjects o be discussed t a meeting

2 loa (infomal) loilers gents ladies wc

60 MEETINGS LEADING A MEETING

60.4 Make phrases o close a meeting by matching anitem frcm each column.

missed nything?a quickwordwithyou?

anyotherpoints?up.

8 l'llcirculate9 Can we

Dealwiih interruptions

K€€p moving

l

1

9

Foaus e dirausslonS I lhlnk we need o look at hE n fiore deta'l

widen he discussion

cheak agr€ement

Summarize1 0

50.6 Q 12 speaking practice isten and repeat. Repeateach phiase you hear and hen isten o check.

Meetings l2

I I lhinkw€----\ main onclusions.2 l'd ike o sum \ th€ minutes.

3 There are hree--can

stop here,5 Are here6 Have7 | thrnk t was a of aclion oints. .

l0 can just have veryusefLrl eeting.

60.5 C.over he opposite page with a piece of paper Putthe words into order. Wdte the answ€rs under the correctheading below.Ithink n moe detail ookat this we need o.lett for the moment eave side hat,Could ou a moment ang on un please?15 nythingherewe should onsider lse?Oneat time, a please,can we f everyone grees o round o see he ableTWhatways re here o approach ther h s?Lets so ar what we've discussed o ovetcan € later o this ome ack?we need o deDth his n a littlemore nalvze,



@ rvr..tings negotiating$hat do )ou think of *fien you hear he s'(fd 'negotiating'?

You p.obably hink of thjs process: a'o sides each hale a-rr, Inj po ' i r on. lhHl h"\ nrd l , r -pr ip.ol . oncp. . . n(= things they give n order o reach m agreement) ntil thevfind a cohpronise (= an itreement a'her. boih sides acceptihat they cannot have everything).But his process s more nccftately callcd bargainjrg , andii'sjrst one of thc phases f r negotiation. Thc phases re:I Relationship uildjng: getting o knor the other person,

F\ ,1-anr, - nrorn rr i . ,n - . , , l thc n\ o ornp.nrip. .discussnlg h. market, and genclally iuiLding rlst.Stainig need , .xploring i nitial positions and askingquestuns. n a conmerci.rln egotjatnrn, hc supplicr. \ f l . . in . hc p,udu. i . oHp,h "-d ' l 'us- u\ r t bnr .valu€ o the custoncrh business.

' Barganring n.rt ust on price, bui on a .ingc of linkcd

issues uch ns quantitv, mnlinlunr ordc., discounts,deiivcrv innc, sc ice planls nd Narr.nljcs (Suaraniccs),ief lnsot pivnrcnt , xclusi \ i iy r . p .nicular markei ,the ength ot thc conn?ci, nansport costs, rrangcnrcntsfd sharing d lcn is ifg costs , ennl t ics f . iaus.s n ihcconthct i'1, nol rcsP .c t.d

Itcid thc dialog f bck)w, Lhich s in .rt.act frdm ph.so 2 ofi typical snlcs nogoti.riion. :(r ph.rs.s 3 and .1, .c nii 62.

Supplier OK, ets get down o business What exaclly o

Customer: orus, he prior t ies . re ual i ty nd e ab i ly5upplier : hen ou say 'rel iabi l i ty ' ,h . i do yoLrmean?CLrstomer mean deliveryOn t me, every ir.e Can yo

do that?Supp eri Yes,we can OLr cunomers arc well-known rms

who trust s afd come back o sCunomer:OK.Supplier What sort of quantity are yoLr hinkingof?Cunomer: round ,000 ieces n ia y. B t hat m.y

-ianoe Ho/ fF,rb '" ca- o 06 o qJo r, r /Supp er:You an chanqe he q anri ty p o f ve workng

days belore h€ agreed delive.y ate, dnd we need aminmLrm rder f 500 peces Blrquantryisnoraprobem Our ma n.oncern s hat you don'r hangethe bas c specfic.tione f your order

Cunomer: Right, undeEtand. And in terms of deliverywhat kind of timescale re we look ng at?

Supplier Two weeks rom your f rm ord-6rCunomer: OK Another qlestion We've been quoted d

prce oi €950 per p ece or. very s milar produ.r. Canyo match hat?

Supp €r: We offer qudlityai a reasonable rice,not at ihecheapen prce We donltry to cornpete n price. 3

aboLrt relationsh belween qualiiyand price.Customer: Of course I see hat. But wh.t kind of

guarante€ an yo give s in relition to yoLrr uality?

\otice in this earlv pari of the negotiation how ihere ar.a loi of qlestions, and how the speake.s movc fr..ly lromone toptc o another

The phrases you need Vgqtate your needsFar us, the pnonties areAur nain con.e.n s ...We think the best aptian wauld b,.We'd ptefer a see have .We need Can you t1o that?

E r p l o r e p o s i t i o n sWhat exa.tlydo yau need?What da you have n mind?How wauld yau feel abaut . ?How flexible.an you be an .. 7when you say , what doyau nean)Can au be norc specifi.?Letme Just heck understand au cat.ectly

Ask s ' recif i . queqt ion5What satl of quantity aL.yau thinkingof?What kind of nmesca le rc we oaking at7What satt of figu.e arc we talking about?What kincl of guarantee an you give us?Weve been quated a ptice af Can au nat h that?

SLrggest al ternat iu:5

Can 1sugqest nather way af navinq forward?Therc rc a couple al altenatives we d like o pul

Perhaps you woulrl like to tty the praduct an a tnal

6



6,I MEETING5 NEGOTIATING

Exercises61.1 Read he dialogue pposite loud everalt imes,then .over it with a pi€ceof paper. Now ry to remembersome of the missing words below. Write your answ€rtlightly at rhe side.

1 OK, ets get down o2 what do you need?3 For s, the arc qlalityand c ab ity.4 when yousay're ab ty', what do you

15 our clstomers re w€l known ms who

us ano come acK 0us.

51.3 Compl€te he four mini-dialogues ith th€ wordsand ohrases n the box.

a liftle law have n nind pre-paynentprcduction schedule quite hlgh rc7ulat custanes

so lonll something arauntl standatd at this marketsu(h la.ge dbcounts tems af payment wete you expecttng

67

9 Our nain

cdn you be on qrantly?You can chdnge he quantity p to fve work ng days

PriceSupp er:Theprice er tem s €140.cuslomer:Thate€msSupplier: hal sort of pri(e

Slppler th nkyou f nd ourprces.r€

Discount

€ 1 2 0

on orders ver 5 ,000 nd

i5 very bLrsy t the

are 50% n

order f 500 pieces.(- feelifgoi worry)s that

we ook ng at?

per pie.e or a very m arl2 Can ou

that sequa ?i r \ ^ / p f f o ^ ' : r v : i ,

14 Butwhat nd ofrelat n to yo r quaLiiy?

you onl change he basc pecrfcatons fyour derl0 n terms f d€llv€ry, hat k nd of

(- lod) a Prce ot €950

that (= provid€ omething

After you have remember ed whatever you can, use thewords in the box below to complete th€ sentences.

bu'net cancen dehvety etactty exibleguarantep nat.h nean ntntmDn pnannes

guoted rcasanable tines.ale tust

61.2 Fill in the missing et ters in the phrase below'

. , q u o ' r r ," " , o . l r r l , n q

what L ol :. d r . , o , a w F G r q- - l times are we ook nq l

SupplierWhatk nd of dEcount ere ou ookng or?Cunom€r: % on our order f €6.000.S ppler WeLl, e don ' t orm: gve

Supp er: r delvery me s x weeks.customer:d dn expect robe

SupplierWhatexacty rdyo'rs 1

Clstomer:W€ need eLiveryn fourweeks Can o do that?S pp er:Thatdoesn'i iveus very nLrchme our

supp ef: W€ glv€ discolnt i 3%s% on ord€rs ver 10,000Customersnl hat

S u p p l i e r : O u r r o

61.4 $ rl Speaking ractice: ist€n and repeat. Repeateach phrase ou hear and'then ist€n o check.

.dvan(e, nd 50% 30 days fierde very.cunomer: oudn ' t oube a itemorefexble?Suppl ier hat do yo mean?clnomer: We'd prefer, ay, ne h rd

one h rd alter 30 days,and the finalth rd after 60 days.

Slpp €r: 'm sorry bul we on y offer conditons ke that to

Meetlngs l2



@ t..r,rrgs - negotiating lThe dialogu€ on page 26 in un 6l showed somephras.sior the earlv part of a ncgoriafion : ratingneeds, xploringposiiions and asking qucsiions. The dialogle below.omesfrom a taterpari of the same negoriation. tsho$,s ph.asesnr bargaining and closnrg he deat.Bartaining s a process f making offers 'proposats'aretuore ormal 6nd more tral rhan offers),$fth rhe othe.slcleacceptnlg hem, efushg rhem, or comhgback $,iiha counter offeL nexpericnced egotiarors end b $,orkthrough ssues eg price, .rms, deljlcry)one by one, Lhilehorc expeirenccd egoriaiors ink issucs, ,iih alt the picccsof thc przzle only fitting toSether itht afthe end. Thisallows much grcai.r fleribjlity.Expericnced egoiiators lso cnd n) tr.kc f.cquent useofs nnarizing. Sunmariznrg can be scd kr chcckunLjersi.ndiig, tivc yorrsclf time n) think, kccp a positi\entmo+trcre bv rcvicicing P.ogress, reik a d.adlock,.n.jcLosc lre negorinliofNow.c.d th( dinlogle .

Supp er: Yes, ur minimum order s 500 preces.Cunom€r: hat\ a blg risk or us we,d preler an in ti .

o.der o{, say, 00 pieces We can ook ai fu(her orde6

Slpp €r:Thats ot real ly vabe opt ion or us. re norcost-effectiveof us o do a producton run of just 300

CListomer: see. And earlier ou rard hal you need 50%pr€,payment or f ret me customersS pp er:Thats ighiClstomer: 50% s a lot of money o p.y Lrpfront m sorry

we can' i accept hatSLrpper: We d be prepared o offer beter rerms o{

paymenl, t on y if yoLrn.redsed oLrr rder: crnomer: when you say 'beter ermi, what do you have

Supplier:We , f yo order 500 p eces, we,ti accepr 50lopayment n advance, nh the baiance 0 days afterdelvery That shou d he p wrth your cash tow.

l Customer: OK,we .ou/d ...epr ihdr, bur on y or one

5 ppl ier :Yes?Cunomer Thdt you can make he smdlt unomiz.tion hat

we ta ked dboLrt arlier r no ext.a con.'i Suppler: 'm not sure abour hat dont have he auihonty

to make hat decsion by myse .Customer: We , if you can agree o thar, we can cose rne

Suppler: OK. Can yoLr ive me a moment o make a ca ?, Cunomer: Sure.

5upplier: .. Yes, we c.n make hat customizarion. oproblem. NoW et3 |rst ake a moment o revlewwn.rwe v€ d sclssed. So,

At iine 5 ihe Supplier ctuses an offer aboufthe niiialord€a and giles a reason. t line 8 th€ Cusromer espondswith a sihple'l see' and moves o anoilrcr ssre. Neittiersjdc feels t is necessary o fhalize th. in ial order ssle

Ai line 11 hc Custome. efuses n offcr abour he %p.e'payment. At line 13 hc Supplier esponds y ]inkiiga concession n this issue o a concession y rhe Clstonef

The bargainin8 and linkhg ofissucs continres atlhcs i7 2+Ihc pieces f ihe plzzle only flnally fft iogether ar Inle 31.TL i . fp ,h1 lo-" , ne nctori . . t i , ,n , ) "umm..r. / i r r

fhe ptrrases you need Il€

Bargaintt yau (da that). we'll we can (do thts).AK, we'd be prepared to (da that). but anty if you

We could accept that, but anty an one conditianWauld you be wi ing ta accept .anprom6e?

Accept an off€rOK, we can agrce ta thatThatsounds casanablet think that thould be posslble

Refuse an off€r

t m not sure abaut thatThat's nat really a viabte aptian for us.That 6/outd be very difhcult fat us because ..t m softy, we .an t ac.ept that

S u m m a r i z eLet ust take a moment o revlew what we ve

Can we iust qo thraugh / qa avet what we ve agreed

So, . .

P l a y f o r t i m eId like

sone time to thlnk about tI thtnk hat's as ar as we can qo at this stageldonl have he authorlry b nake that deaston by

Close the cleallf yau can . , we can close he deattaday.h teacty o sign today if you can .]f we agree to . , are yaL happy wtth the other paints?fhats tt, then. tthink we have a deat.Sa, f yau d just like to sign herc



62 MEETINGS iIEGOTIATING I

Exercises

52.1 Cover he opposite page with a piece of paper. Fillin the missing etters.1 Olf mi. . .um o r is 500 pieces.2 Thats not ea y a va.. .. option or us. t not

c t-eff e for us o do. prodldion L oijun300peces.3 Earler ou s. d th.t yo need 0% p -pa t lor

t. t tr customers.4 50% s a ot of money o payup t.5 f youorder 00 pieces, e' accept 5% payment n

ad , wlth he bal 60 days.fter ryThat ho d he p withyour ll

52.4 Match a group of verbs 1-4a la group ofadiectives d to the nouns b€low. Ch€ck ny unknownwods in a dictionary.1 accept, qree n, close, o, m.k€,ofiersomebody,each,

relect, gnauthorize. ancel, hase, elay. ax hrough,meet, are,process, ut n, receive, hpaccept, lari{y, ome p wth, consder, rop, xplore,outline,make, ut olward, ejecl, cvise, tudy, lhdrawallow omebody, sk ol be avaiable t, be enttled o, get,negotate, ffersomebody, ua y for

a ernatve, omprcrnise,oncrcte, €ta ed, helpiu,i.tercning, ensible, eniat e, vagu€cash, enercus, ood,huge, arge, ow five p€rcent, pecia,substantial, suaback, ilm, nital,ouistand g, egular, epeat, ush, pecal,urcentcompromise, xclusive,a r, good, ucraiive, ajo( pack.ge,

62.2 Finda word from the orevious xercite hat means:

6 | don'l have he aub m v

ty to m.f€ thar decision

2 (infarnat) h advanceI 'e1a ri g d'rou r of n o.p/

62.3 Complete he sentences ith the pairs of wods in

a briei, ompete, omplex, oncrete,inal, u , mifor,practical, fecise,ough, echn al

1

accept candlian dase deal 9a / stage have nindjust sign nonmt / rcvlew prcfer otder

preparcd tems shauld passible sounds reasonablethrcuqh tat Li|ing enaon se

We d a n i r l a

of, say, 00 pieces.We'd be to offe. b€ner

of payment, ut only f you ncreased

When ou say'bett€r erms',what do you. . . .n . . . . . . . .. . . . . ?

We could . ....... . ... .. . .. that, blJtonlyon one

i I proposa' deal

62.5 Conlinuear before.I ertend. rx,have, rpose, fa to) reet. mrss. dss. et .

2 accept. gree n to, arrive t, come o, find, ook or,make, ffer, each. eek, uggest3 discuss, gure oul, inalze, o nto,go over, emize, ort

4 extract, et,grant,m.ke, otfef,win

5 Wo L r l do ub e . . . . . . . . . . . . . . . . . . . i o' ' ' ' ' ' ' ' . ' ' . ?

678

vFr, rldr beThatLeiS ust take a ...................................to

whaiwe've scussed

1 0

Canwe un 9o . , what we've greed o?

I think hat \ as ar as we can . . . . . . . . ai thrs

11 ll youcan agree o that, we can .. the... oday.

f yolr'd ................... ..................... .

generou:, mportant, ey, imited,major,minotsigfificant,sizeab , substantialacceptable,.lr, necessary ot€ntal, easonabe,(un)satisfdory sens leflexible,trict,lght

detailsdeadline

62.5 S 14 Speaking ractice: isten and repeat. R€peatea<h phrase ou hear and hen isten o che.k.

12

Meetinss 12



Meetings diplomatic anguageMany eamers fBusiness nBlishhinl< hat tisn.t necessan,ro no\.alroui ndn€ci diplom6iic)angxage. heyargue hai dire.tness s hebest hoice n business ecause hen peopte m understand ach rherUslally this s .ue. Butstop o hink abouiyou oh,n anglagc. Comparehow you alk o your riends md cotleagues h:" Talking o your boss.., Talking o ne{' .ustomers.', Paficipaiing a arge nceting whe.c ou'le'on sho\r.: NcSotiating difficults e while rvilg ro keep good ahosphere.

Diplomaticantuage s about howing cspccr nd atbh.ing hc otherperson o 'sa e tacc'.E\en f vou cone .om a culture where n chessis vahcd, here ill be situationsn your ulurc rrsiness areer .h.reyo willnced b modifyvo r nahtraldirectncss. iplomdtic/indncctLanguagc hoilsothcrpeople haivo 1e politc, ducaied nd espcctfulol their opinnrs and ceinlgs.Compa c thc dnect' conversaionexrrictbelos, ,iih ts sofier,\ e.sionunde.nc.th. Of co rsc, he erample s exaggerntcd o make point.

VeBion 1: directCustomer: hirproducr svery xpefsiveSupplier:'s more xpefsivehan he od model Bur he quatitys

much,muchbetterCustomer we bLryh s product, i you9 v€ us a gooddiscount?Supplier hat oyo mean?Customer: ewant %.S pplier: hat wil be diflicutt.o owe us money n youraccounr.Cunomer We have problem th ourcash tow.

Suppler: ou mustpay he money ou owe u5now.Otherwised scount n he new product s mpossibe

Versioh 2: softe, morc indirectCusloTer. ooe onesr. s orodu ' . . .T. qL e p,pa vFSupplier 's a lttle moreexpensiveh. n the o d mode that3 rue But

thequa y sgnlf.anrly eterCrstomer: f we bought h s product, outd ou g v€ us a good

Supplier:Whatd yo have mnd?CustomerWe were hinknq of, say, omething round %.Supp r:Thatwon't be €asy. 'm un ookinq t my ecods ere.

Acilrally,ou owe us money n your.ccoLrnt.Cunomer: es, know We have bit of a probtem th our cash tow

nght owSupp er:Whydof't youpay ome 1 he money ou owe us?Then

periraps e could ook aga n ai ih€ discount n he new product.

Studv Version 2:' Noiice at line i how the Customer uses a

rvaming phrase To be honest'and henchanges is' to 'secms .

'Nohce at line 2 how the Snpplier changes'much beiter' to 'significantlybettcr'.Ihis isfrore business ikc langxige.At linc 3 the Customer ses a gamrnaticalkrm caUed'thc second onditional'. The pisttoms I'org/'r nd irorld makc he tanguagemorc hypotheticnl and indjrcct.At linc 6 ihe Supplier says'That won i beeasy' nsiead of 'Ihat('illbedifficult'. Usingrtur+ a posltive wo.d lnciead of a ncgativcword is typicalof nldirect Lhgrage.At line I the Slpplicr uses negativc

question. his is also ypicalof itulifcct

The phrases you need @' p e r h a p s ' , ' m a y b e '

Pethdps e shauldMaybewe cauld' w o u l d ' , ' € o u l d ' , ' m i g h t '

We wauld need a qualnyguarantee.Heres an idea ,/e could oak at.Thatnight be gune expensive

lust 'Could ust go back o the paint about .fhe.e's ust ane hing 'd like o add.

]t seems a me hatfhete seens a be a prablen whhRephrase with 'not 'Aut competitars rcn verycheapThatcloesn't iveus very much lneThatwon'tbe easy

Warning phrase

Negat ive que5t ionWhydan yau .?Woul.:ln'tt be beftet easier o ..?lsn it the case hat )

Past formsWe were hinking af sanething araund 5akWhat di.lyou have n nind?

It we baught th6 praduct, )

0



63 MEETINGS DIPLOMATIC ANGUAGE

Exercises63.1 writ€ the line numbers rom Version opposit€

a perhaps, aybetb wauld, autd, mishti,

c lu5f Ia seems l€ rephrase ith ot| :

f warn s phcse ll Lq n€gatlv€ uestonh p a s t t e n s e l - , l

53.3 Make he comments more diplomatic sing he

I Theres ne hing want toadd just/ l ike)

2 Th.t s mpossble honest wou d / very itficult)

3 Youte being oo oplimistc Geems me tlrat litt€)

It wouldbe betl€r o use diltransport.woudn'1)

Ih s Lne unprolitdble.actualy notvery)ulte a t.re / a bl. (+ adjeciive)a bL ofa / a silght + noun)

4 n Ve6ron , notice row he speakers re po te.ndrespectful, et ai the same r ne rm and de.r In Ve6on lthe anguage aggressve nd cleater bad atmospherc

/, Other echn ues n Velson 2 inc ude: acknowledging hat heolher person s glrt (-cglhat'etrue' n line 2, and yes I know'in iine 0); avodance l exaggeraton €g Signfrcantly nline3)t he use ol vague' anguage eg 3ay', 3omeih,.garc nd 5olo' n ine 7)t and suggening hal a problem stemporaryeg 'r9ht ow' in ine 1) .

63.2 Match what you think 1-10 with what you ray a-j.

' Srop pF".,rg no e re dy lolerh g 'o d cha_ge2 Whyare youa ways m xingLrpsrues?3 I'm se ng yourproduct n my etorcs, ndyetyouwant me

lo pd) arl_hpad/pi s ng oils .rl)sFllYoL e Lrary4 I have really reat deal YoLr'reoing o ove his5 Yo sa d ihat yo coud d€lv€r hese ems by he end oi

the w€ek Now yo 've changed ournory Typical.6 The ostof that opton s going o be way oo h gh.7 have o dea when we can de ver he tem9 theres

problem t the actory nd no one can solve8 Youwant t when ?l No way.9 Lf ouwaniqual i ty,0somewherese.lm offer ingou

a cfreap nce.10 That's ompleiely rong.

6 We shoLr leave hat po nt until ater th nk m ght b€tter)

63.4 Look at line 4 ot Version opposite.

lf we baught his praduct, wauldyau give us a goad discaunt?In grammar his s ca L€d 'secondconditlona:/f we + past mpLe, ould could or ...?With he past orm he fsentence s morehypotheticd ndindirect yolr'rc ustexpLorlngn dea n a tentauve ay.

Change hese sentencer o s€(ond conditionals.I lf weorder ,000 reces, hat sortof d scount an ou ve?

2 lf you pay50o/on advance, e w I give ou generous ermslor the ema ing 50%

63.5 ll 15 Speaking racti(e: isten and repeat. Repeateach phr.se you hear and hen isten o check.

a thin k t m qht be better o con 5 er that issue eparatelyb Heres an ldea we could ook atc lnde6tood th.t yo had hese prcducts n nock lor

mmed te d€lveryd Olr products re verygood v. Lre or money n relatonto

e Could lust nterrupt or a moment?f That doesn't give us very mLrch jme.g That m ght be quite expensiveh There eems o be a bit of a probem with our production

facl ty ai ihe moment.

i Wth respect, hat's not qlr e right.j Wou dn't you aqr€e hat its fairer f we share ome oi lhepromotona expenses7

A c t u a l l y t s e e r n s o r . et h a l t m g h t b e a l i t t e

d f i i c u l t L q h t o w

Meetings l



64.1 Fill n the missing etters n this €xtract rom am€eting. Fourpeople speak: he chair. 4arek, Camille

The chair opens he meeting:

R thinkwe can stan Well, qood norning veryone,andth s f c a Unforlunatey,ruce i l lands s hie polust a colple ol hou p nq hings eforcw€ begin- we l have sh t b k around en h iry, and ...]Do oLr hdve. y of he. a? GoodCan omeonet e the rn s? Thank ouOK, et'E rove t ro the lst Marek, ould ou

Marek presents ome alternatives:Th€.e res€vera ays we could w thrs ssLett ook al the p s and c s ol €ach pt

I. Iso, n

qeneral m n fa r of option fe because f the cosladvantases , gh .. .

The chair asks amille or her r€actions:Th.nk ou, MarekC.mre, can ou ell swhat ou hink?T h s s y o u r l d a n d k n o w y o u e s e e x

Camill€ p€aks:l a g r e e w l h M a r e k u a p l . r t m a y b e t r h a t l Lblt we a so hav€ o conslder ..s o w h a t l r n t r g i o i s l l O r , o p r t s l y , l I

C a n l c e i h e r e ?

The chair blocks he interruption:Marek, ou you I Camile i ? ' l lc eb to you n a mornent

Meetings - review

Camille ontinues:Co t me 'm wr q, butMarek

Ihe chair widens he discussion:O(, what otherways re h€re o app ch his? s there: n y g e e w e s l r o d c o n e r ?

camille ives n opinionlFrom ry p t of v w, think hat . .] .

LetShlnkcar llyabout he m ions f that.o the o h [ . . . ] , uton heother and . . l .

Adriana ocuser he discu5sion:thinkwe need o dn ze h s in a I le morc d th.

t I Andso, because f that, t d to feel hat .. ] .

Marekasks or clarification:Yo men ned . ] . fould you be a ttle more p r?

Adriana eformulates:Y€s. me p it a er way, ..1

The chair keeps he discussion oving:Le13e e thdt as e or th€ noment I m not sure rsrel t

Camille uggests he next st€ps:I thinkheb ay or d s or us o I. . .

The hair asks or repetition:sorry an ou thr that gain? wanl o be sure

Camille epeaG:Ye s . c € , t . 1 .Th€chair summarizes:Isee now.OK, et'sg o what we've iscugsedr . t Icamill€sp€aks:Abs y And t's not lst [ ], i5 a so I So n termsol ac on p ts we need o [ . . . ]The chair checks greement:OK Canwe g r the e and se€ l €veryoneagrees?. I Good, hatS et t d thinkweshoud m €

After some ime, h€ chair closes he meetinglWe , thanks or your ut, ev€ryone. hink t was a veryu ul d sclssion. hall e I the for he nertmeet 9? . ] Oh, es.Marek, an lust h a quw wth you befor€ ou disappeat

that . .1

Marekcorrects he misunderstanding:Perhaps haven't xp ned n-iy f cl ly Thats ot

what me t What was nq o 5aywas ]. As ar o f f , 1 . . lAdriana makes a sugg$tion:C a n l m a k e a s u q q e s t o n ?3 l a n i d , b u t i n dof I . .1 , hy don we ]7Mar€k ej€cts he suqgestion:That s ke a qood ded, bui dont think woLrldw p r e T h e p f r s [ . . . ] .

2



54.2 Complete his negotiating ialoguewith he wodsand Dhrases n the box.

Supplier K, etbbusiness. o. oute nterestedn our grcetinqs ads.

Custorner: es, he ArtsCards anoe the oneswith heimages f famous aintings.

SupplierWe sell lot of those.

Customerr un a chain f ejght small etail utlets. nd 'd iketo put he cards n a display tand y he checkout t eachone.Whatqlantties do yousuggest?

supp er:We 3 ..............-.-......

what sol1 of quantities

with he stand. ut etb get back o the quantity. erhapsyoushouldmake n n ial order f, say, ,000 ads.

Customer hat eems ke quitea arce mount. 'd p€fer ohave ,000 ards nd see how hey go.

SLJpp r:When ou sald'display and'earliet what exactly.. n mind?

Customer rtand or he counterSuppier :5 . a counter tand,

whydon't you use floorstand? he apacity s muchbiggerA floorstand hat urns ound.

Customef: es, think hat woud workwell.Afe heyeasy ofind?

SupplielWe cangile you one or each torc, tee of charge,but yo wouldne€d o order minimum umber t cardr.

Customer:What ortof figure.- about?

Supplier ,000 ards. lYo u ' g e t r d o f t h e m

Customer: o, 'm sorryj

yousell100 perweek t each tore,

an order f 4,000 s not. ljust don't have he

at kindof purchase.ash ow to support hSupplier ash ow doesn't ave o be a problemCusiomer: hat do you mean?Supplier ou don't need o payeverythingn advan(e. f

youorder ,000 ards, e l give o veryqood ems ofpayment. usi50% 3the ba ance fter 30 days.

Cunomer:What s he con percad?Supplier: he uggested etai price o the public se.90. We

sell hem o siockins ke yourselvesor €1 20 each.Cunomer:Well, o be honest, 'm

ld likesome ime othinkabout t. ts a lot of money unless e can negotiatethe costpercard.

supplier:'m sorry hat's ot negotbble.

a viable aption are we talking arcyou happyate you looking be prcpated did you hare

get down have a deal instead ofnAht be able noving faMard .eally nat surc

soundsrcasanable upfront

64 MEETII\IGs REVIEW

prepared o take back ny unsold ards romourord€r?Wedon't knowwhich nes eop€ wil buy.

Supplier l we agrce o ihat.wth th€ oth€rpoints?

Customer: ell, an order f 4,000 ads s ar more han wasthinkinq f initially,ut guess posslble.

Suppher OK, we d i'z

Customer: an suggest nother ayot

to takecads, but only rom h€ irst oder, andin perfect onditionor us o rese

Supplier: hat's t, then. think we

54.3 Make he <omm€nts mor€ diplomatic sing hewords in bra<kets.

1 Tharwillbe expens e.(might quite)

We willwanta larger scount(would signifcantly)

Theres ne hing want to clarify.(ust like o)

Splittinghe oder nto wo consignrnents oLrld e agood dea(wouldn'i/better)

l'm un(onvinced y hisestirnale.(not otally)

You aid hat we can have he products n a tral basis.(unde6tood (ould)

Whatquantity € you hinking f?

It maybe difficulio arrange hat.(unfortunatelymay very a y)

We're aving oi of problems t our actory(one or two / issues r ght now)

We expected tlvo-year warranty.(honest expectlng)

t l I think hat yournew ange s he $me as yourold range.(seems me/ more r less)

Itwouldbe easier o paymoreand ship h€ goods yAir Exprcss.(wouldn't littlemore)

1 0

t 2

Meetings 133



@ "u",rr.rsreports and proposals reports I

There de many different types of bushess report:,/ A sales report gires sales igues for different producis in

differcnt regions in different time periods./, Market resealch analyzes company's ompehrrle

position in the lndush y, ideniirying new markets andProoucr areas? tc .A f inanL ial eporl m,Al ' l . - u- hudeet . r mipnrbethe text that accompanies ompey accounts uch as hequarierly or annual nlcome staiement unit 26).

/r A ProgrPcs eport lport" on ll'e Droprc5..tdn ^r{oin8

l/r Acost-benefit analFis {CBA) ooks at t he resourcesneedcd md poieniial benefits of a fuhue inlestment(eg an lT system).

All thcsc ypes of report have ccrtain eahres n common n ierms ofstyle,lay out and structure. See he tablc below

Structurcsynematic umber 9 ol (langer eports) (shoner cpotts) Nor€: n a bus ess eportsectons nd sub-sectons Cover age Io / From Date the'Findings'section

lactua bu er po ntsand sts Acknowledgements Subtect probab be €paced th(areiu visuals uch s ables, (Tabe f)Co.tents Introdlcton sectons etated o theba anced charts, agrams (Executve) ummary F ndings content f the repo(measured areas f blank pace Terms l Relerence Conc sions For exarnple:high €vel at the marg s or he Procedure Recornmendarions dvantagesoT rammatca readero make oies F ndings DsadvantagesdccLrracy Conc sons Option / Opt ion

Recommendations Market / MarketB

5tyle

fhe phrases you need E€IntroductionThe aim purpose of thls epoft s ta ..As requested n you enail af 16 Novenbet herc s ny

repatt sLnmati2ing analyzing togethet with nyre.ammendattons

|'m writing thjs cpon at the request af . I This epoft was(annissioned y .

h n ldd?l

onststs t / L di\ded nrc conrdIt s based n ntetuiews ith . / infomatian btained rcm ..lnfarnatian was gatheted ram the following saurces: ace-to-

face nterviews, questtonnaie ent o . . , internalcanpanydacuments nd market eseard arried ut .

Findings

Aur research hot\/s hat ...We rlentified he follawing key areas.45o/a f those who repled to the questiannatre hought that .Thesurvey hawed he fallowing areas f.anrcrn.Thiswill inevitabiy ave an impacl on ...One of the big a.:lvantages f thisproposal s .

ri, An appraisal cport is written by manager about anernployee's eifomance, biining needs, tc.

tt A f€asibilily study is an inv€siigation into whether aparhcular system, roject, produci linc, cic s praciical,

desnable and finmcially viable.A burinesr plan de- r ibe- ne mcdrum o ong-t ' mstrategy ol the compann S€e nit 9.

rt An inquiry is e inlesrigation into an ongoing problem,ideniifying causes nd recommending ction.

, Acase sludy is an analysis of one palticular completcdcise (eg an engineering roject) hat allows professionals

i, A quality report s a regular eport that monitorsstandards, dcntifi€s .ilings and sugtests action.

conclusionA key challenge adng us s ..ln the lght af the above indings, we rcached he allowing

On he basis f the figures resented bave, wauld be

Thete s clearly gap n the market, however erious

obstacles till emain ..It is cleat hat there are significant evels f . Unless heseissues te addressed s a naftet of urgency,

Thts as he patentialta e a sucGssful rclect rovided .RecommendationsIhere ate thrce main ecommendations o nakeWe sttongly) ercmnend that ..TheMatketing Aperations epaftnent shauldFudhet csear.h hould be caffied out to find outA neeting shauld be set up between . and ..I te(onmend that we pravide he funds ot and nove to

the next stage of develapment



Exercises55.'l Match some possible ections f a report n the boxwith their des<riptions -10 below.

a.knawledgenents appendix .onlusians @ntentsca@r page executive unnarf findings prccedue

recomnendanons te|."]'sof rcfercne

1 a short, verall iewof the rcport ogethe. ith heconclusionsnd ecommendatonsithelps the6 odecide hethef heywant o read he whole cport)

the ma n body f the rcporti t contains ll he nformationthat has been olected, resented na logrcalorder,and aftanged nder e.dings nd subheadings

incudes ome r all of these: he itle; he name f thepe6on who comm sioned

heeport;

hename

f thereportwdterand his/ her ob it e;the organi?ation;the date he epo.t was ssued; reference umber;hedegrce f confidentality; he distr ution ist

the wrter makes personaludgement boutspecif actions hat should e aken these houldbe based .ectly n he results f the nvestigation

a listof al the headings ndsubhead gr hat areincludedn the cport, with he appropriate age umbe6

the methods f invesiigationsed o find he nformation(eg meetings nd vhis, ntervews, blished eferencesources, ersonal bservation,uertionnairesnd surueys)

suppofting atefalthat s oo ong, oo detailed r tooiechn a to be ncludedn he main eport or materialthat s usef as background ut sn't essenUal);t mayincud€ ables, iagrams, raphs, rawings, xtractsiomotherpub catons,etc

the ex.ct subject f the repod, ts scope =whai t dealswrh, rs anoe\a-d hmrtrtors, hy r wa\ wanen,

who sked or t, who wrote t, when t was completed

ihe signiflcantesults f the Findings' th s sectionflows ogicallyrom he acts nd points iscussed arlief

a paragraph r two where ou hankallthe people ndorganizations ho he ped ou during he preparation fth€ rcport

1 0

BusiDer. epons and proposah 135

65.2 Match definitions1-18 with the words associatedwith reports a-r below' Check ny unknown words n adictionary.

1 the way n which e( and llustrations rearranged n the

pus" l2 when a block l text s urther o the rlght han he b ockabove t a

3 an early ersion f a report hat mayhave hanges adeio it before 3 fin shed l

4 pictures nd designshat can be digitallyns€rtednto a

55 BUSINEsS REPORTs IID PROPOSALS REPORTS

repon --anothef ord or'summary' used specally n scientiic/technicalcports ]the method f holdingoqether he oose heets f paper(often lso he covef f the eport)f lsomeone ho answers uestons eg questioas a

questionnaire).an lerr r a sr wrth a srrall yrbol n fro'rr l rta method f directinghe reader o anoth€r artof therepon '

89

1 2

1 31 4

1 5

1 7

1 8

10 letteB f a partculaf tye l11 a note placed t the boitomof a page, r at he end oi

the epon linformationhat appears t he op/ bottom f every age(eq he page umber, omewords r letters entifyingherepon)the arcet audience f the rcport lan alphabetcal istof unlamiliar, itfcultof specia zed

words nd phrases, ith he expanationsa consistent tyle f writng (and .yo t) u5ed y everyonernside n organization ]checking nd making offectionso: document(oa'rKLlary elat r to spe ng nd '(oisisrercreslayout)ia sho|t piece f writing hat ntroduces he r€port, rittenby someone ther han he mainaLrihof-words rinted ear n llustratiof r di.gram hai explawhat t is

glossary

draitcaPiionbindinglayout

o proofreading

q crp a|

b

d

g header footer

I bu Let oint



@ ".rrin"rsreports and proposals reports tl

Unit 65 described the structure of a typical report and rhetabte there gave some ph.ases fo. the main sections- n order.h i 'e d r.po1. r ' - ê p tu l o " iudy $e LrBuJBe re" .

given below, although note that they'le very diverp.

Topic sentencesLook at this paraglaph.

Next ledr the ccolto'tiy s likeu ta na,r, dod,i sisniJicantly, bttuithat goi'Lg ito rec.$ia'l. Consulftrdena oill decr.ase stcopte,se a gteatcr rcpnian oJ utn incaw to soo. ar to prv ofIdebh. Ho1lctu the Toerket utu L'ill hcLp r\ncrc, and atrscasddwfld n1 Bnzjl, tltiiaa,t.l Chi11nejtnitlssnatry.The first sentence s called a 'iopic sentence'. t introducesand summarizes hc paragraph. Mostparagraphs n fomalwritingbegin with a topic sentence, nd they gn'e a solidstluctue to your writi 8.

SignpostsLook at these phrascs.Tht su 1j..v hou&1hc t,ttau,,s hre. pas ol co'1co't:s.ttit 12.2of h. rq.tt i(illdkcuss this h,'arc d.tii|.Th.sc arc'signposts'- phrases hat hclp thc reader sec whereyou'rc going, or where hcy need o go. They are aids to

Balanced, caretul styleIn a rcport you don't want io solnd too certain, or too

inflexible, n your thinknlg. ssucs n the real world are rarelyblack and white. So wriiers tcnd io use words and phrasesthai produce a balanced, areful, mcasured ryle (like .rd rdin this sentcncc). ther examples re:

tn geneEtl , , nowever'On the whole, .. / but ...Many / Sone / Several A najo O,olusualy/9picaly/often

would / could / nay / mightIt is possible hat .. .

Ihe praje(t is expected ta ..lntlatian is likely ta .substa ntially / .ans detablysig f ican ly / relativelymaryinaly I slightly

Linking wordsThis s a major angla8e dea co vered n more detail n lnit

i'l addit oi, hooeeL thdehre, altelnatitiy, in Seneral, lurly,i|lfnct,nt particukLa the athct hand, n cancltsion tc

Formal. mpersonal anguageThe lmSuage of reports is more formal than speech, btrl notso fonal that t is difficult to understand. iJormal la nguageshould bc avoided . The following scntence as (1oopersonal) d a conkaction too nfolnal):I u ditided hk repon ,no ...lnstead, ou mighi write:Th;s .port s tliuidcd ttu ..

Ways o mak e your writi nS a little more ormal nclude:Thc passive: d l..isn,r is expectedsaon

1cli 1dt f| t t .oill bc uade h DkhbcrIr + passive: If srorldre cftphasized lnt...

It is rc.ommehde.l hnl ...Noun phrascs: stafl ntil,ntion srt.i cat{ctcncc tnlstlott

ttsura'tc noctrterts c)ntll l tlc sk n PtntlVocabulary: Srr > ncrilc, L\1d Ngatiu., bi > lorJz,a ot al

> catsi.l rbl., nntu > linoEinl rcntnces

Repetition of words / structuresRepeating wo.cts n a report can be bofing and show a lack ofinaginaiion and poor style. Bui therc are occasions hcn ihc.epetition ofa key worct or struciure adds clarity and impact:Snhs n ltily Llrapp.d littl. tast e|r,1 ]tj1e nla SNntMn,n:tt stend . HoloR'ar, sobs Fraitce nctnl\/ i crcasctlb)l2%.

ln this erample, epetition ofsnlss,r l+ countrylhighlightsthe name of ihe coutrjes and adds mpact.

Here are wo turiher examples f repetiijon o add inpact:Our gaol s ta ... .1) adtjtu this goalue hilte a ...

We te ricd to dnelap Jleribilit loith our . . HowerT thlsJleribilitV has.ahE tuith a cost

Language of trendsSee units md 55.

6



Exercises66.1 Read he following paragraph rom a report aboutlT spending are{ully. he irst sentence 'the opicsentence') s missing.Choose he best irst senten(e romthe three options below.

t . /Tr . so Jlor shoL be an nlegraled orkspace hat ;both an intianet and a cenlral esource or our organizaiio[

a Access documenls and intormation ecurely rom

a Organize aendars and schedules n a cenlrali2ed

a l\,{eetive, nline anylime ny\rvhere.a sharc p@sentauons nd demonstratons.a Collaborate ith co-workers, artners and clients

4Achl6vingthe6e oalswillresultn ncreased reativityndr',incr€as6d lliclencv

a We need o invest n an T solutionhat allows s o reducecosts n every epartment,

b We need o invest n an Tsolutionhat allows s o becomethe market ader n our ndustry

c We need o invest n an Tsolltion hat allows s o shareinformation nd collaborate th colleagues o€ effectively.

56.2 The extract above shows some examples f'repetition of words and drudurel'. Find:1 two words n sentence that refe6 back o 'lTsolution n

me oprc encnce ........ ..2 two verbs n the opic sentence hat are epeated ater n

the bu et points3 a two-word hrase f the second alf of sentence that s

rcpeated n one of the bullets. th a rlght change o theformof one of the words ..........

4 a word lât s epeated l ee imes n rhe bJllpr oin6

Notcealso ome epeating irudtu.es:a a verb n h€ nfinitive ftereach ulleta 'increased'+ abstEct oun n sentence

A these epet ons comb ned wiih the clear, onci € tyle- help o pe6lade he reader nd give he pdragraph mpact.

66 BUSIiIESSREPOFTS ND PROPOS ALS REPORTS I

This

55,3 Underline he alternativ€ n italics hat yor/ hink ismore ypical of a business epon

I We'vemade ors/derable fartastlc rogress, nd qualitylevelswill I are expeded o rctlm to norma within a f€w

2 Sales end o / nearly \Nats rop a littleover he summ€rpetiod, lthoughhlsprobably an't be night not be rhecase hisyear f we continue he marketing ampaign.

3 Very oon At the earliest ossible ppottunit/ wewillneed o have meetmg o plan he prcduction aproduction planning neeti ng.

4 Hisperlorrnance ver ecentmonths as een adlqule poar, at\d t nay be / w,// be necessary o reviewhisemployment ith us.

S Iherc is a really relatively igh sk of f. lure with thisprojec(unlesswe invest morc naney / financial esources

at this early tage.6 lt is possible hat Maybe he suley is not very accurateas we onlygoa obtalned response ate of 25% 10our

7 A loss ol )abs s is ikely aobe one of ihe corsequercesthings hat will happen l th€ process automated

I foday everyone s / nany people are ook ng at teleworkingas an option, but it /eads o / typically eads a a serse oI

9 Some uggest nsariing frcn / that cane a my mindfromthese esults reglven n a ,st / presented elow

10 We caffied lt /otsoflnumerous ests n our echnicaldepartment nd he esults aue een rctlygood

56,4 Rewrite hese sentencei singa passive orm toavoid l', 'you' and w€'.

I We can use he same traiegy or otherproducts therange..... ....... Irqs 4lelta&sllar Lq qied .... ..... for otherproducts n he range.

2 Insection .4lwill(onsderheenvironmentalpact fmese nanges.Insection .4 he

3 You ao on y do his after he machines ave een €rviced.

machines ave een erv ed.4 | should mphas e hat hese esults rc on y provisiona

that theseresults reonlyprovis nal.

Bus'ness epons and proposals i3



Business eports and proposals - proposals IWhat is a business proposal? The iable gives some example phrases taken fron six

different se€tions of six different proposals (ABC, KL, MNO,etc @ the names of the various cLientcompanies).

The phrases you need BIntroductionABC s oaking ar assistance n choosing ndinplenenting ... [. ] Upgrading a a new systemwtallowABC a . and will cut nwntaty costs nd shoftetproduction un times ] An uwrcded, state ol the attsystem ill positionABCas a leading layer n the ield of... wfth the aality ta suppott he aryestsized ustones.

Business proposals aie wntbn when a supplier (AmEvendor) is trying to win a conhact with a client compey,in competition with oiher sirnilarsuppliers. The sriter s

trying io persuade it's a sales docuent and there wiUbe strongei, more comercial' lmguage than n a businessll:port. The writer wili use techniques from sales andrnarketing such as talgeting the client s needs and offeringclear benefits. Typical contexts are:l, Trying to get he contract or a small, nd ependently

produ.ed piecc ofwork. Example:some market rcscarchfor a client compuy-

r'0Trying to win a contract o r onc pari of a largEntcgraied project, done n close co-operation with theclient company. Example:a subcontractor ho offersa specialized eryiceand will wolk under he clientconpany s proj(t m.na8erMaking a prcposalto forh a continuing elationship withtheclient. Exanple:a pruposal rom an adverrising gency.Outliiing the casc or a morc formalized partnershipbctween wo scparate ompanies. xample:where wooqunl p.riies co-opcrate o devclop a nes'product or enter

Structure of a business paoposalA typicalstructure or a large,scalc roposal s shown belowShortcr proposals willobviously be simpter

? Execuiive ummary2 hltroduction analysis f ihe currcni situation, ne

approach elected nd why)Goals list ofgoals laken dire.tly from what the clienthas old you, wiih mcasurable arg.ts thai your workwill achicve)Pfojst scope and aciion plan (key componenrs ndxh^n. rhar û wil l pro ,de: ef ininS orf -o ter-relation o the client's ole)Implempnr.r i ,onhow yû wil l worl wirh rhe l ,enrjtimetable Gan t chari; deliverablcs; esources eededsuch as office space access o information)Areas of special expoiise (your specialized, mdpreferably unique, ski s and know-how that show whyyou're thc ideal supplier)Projeci team menbers (a paragraph on each peson toestablish redibility with the clienoPricing (you fee, other costs or you oi ihe dient, ddpo€sibly a short paragaph at the €nd, emph6izing howthe prcpGal is cost-eff&:tive and how the climr win benefit)Conclusion a cost'benefit nalysis howing why ihepice is worth payinS)Appendix (a list of your past projecis; tull detaiis of youteam/ihe pdcing/the Action Plan etc)

lmplementationWe wi deliveto MNO mmedtate tock f ... and makea commiment o supplyan additianal .. [...] h addtion,we wi ptovkle MNOwith sales lyersand storc displays

Areas of special expertise

250 end use5. wht.h cdn be used by MNA rcfot I I We wI atsa onou.t a na(et,ag sutrq al

coalsJKL', ain goal s ta autsource in ordet o rcduce henumbet f n-hause nplorpes hcse nplorap.

rctullyoccupiedot anlyabout 60ok f theyear ...]A secondaty oal s to mininize the time that JKLnanages spend an prcblems ssociated ith . . [.. ]fhese goals arc achievable, nd out ptapasat offe6an ideal solutian. We are able o deat with and aulcustomer ervice eam can handle any prcblems hat

The otal .ast of the oint praje.t whh peR wi be€4O,OOA. f this total, our fee wit be 8A,000. Thet.mant41 C10,0AOt e\pen,e w,tt DeabsatbedPQR. ] PQR goal s to convett one-tine custamersinto rcgular.ustonets b\/ denanstrating he ong tastingbenefits f . Aurprcposal haws ow hatcan beachieved n a cost-effective annet . lThe resour.esthat PQR omnia b the proje.t willalso allow t to takeadvantage f oppotTunitiesn . na*et'

STUneeds conpany with an in-depth undestanding of, and we have xtensivenawledge f this ield. ...]

Aut personnel ncludea forner . manager nd twa ...engtneers he enqineers ave cansiderable xperience f

1...1Weve otked n sinilat ystemsn 28locatiansin . 1...1 ncluded n the Appendix s a list af prajectswe vedane and estimoniab om .. .

Pri(ing

't{lSee next @lumn llg



67 BUSINESs REPORTS ND PROPOSALS PEOPOsALS

57.2 CoverThe phrases ou need' opposile and belowwith a pie(e o{ paper Fill n the missing etter'.

1 Lit nventory osts nd sh ten prodlcrion un imesn a q . : ( : e : 1 . . r ' ^ r ' . f r e l d

3 a sec ary goal4 we will con t (= do/carry ut)a m.rketng su y

5 a company ith an -de lndeEtand g oi ...6 we have xte ve knowledge f this d7 the em g€l0,000ofexpenseswllbeab ed

by PQR8 thiscan e achieved ac -eff ema er9 | q'as ng benefitt

10 the esiab ed market eader ith a 400/0 arkelsh

4 verynewand modern5 formal aGments, r ten by previous lents, hat desc be

t '€ db[ te- of . pe ' -on corpdry6 an arnount f money hat you pay or prcfesslonaletuices

In he Goak ection,h€ proposala prcsentsome prcject oals hat h€ suppler as

analyzed nd hinks re necessaryb presents ome rolect oa that he c €nt has

expla ed o the supplier.In he Pric g recrion, he proposa

a presents n rtern ed st oi a I the cornponenlsof the project nd heir price.b ttates he otal cost n a simple ay, hen moves

on o rnatch he c ents goals o this costanda so state n extra enef (Adetal d breakdownol costs s probaby ncudedas part of theAppendix.)

4 In he Conclusion ection,he proposa:a summarizeshe mai. pointt n a carcful, aanced

way, xpl.ningagain he different ptionsor theprolect ndwhy h s pa(ic af one was chosen

b makes strong ecomrnendalionhat inkso the

client3 o. s, hen noves n o identify dditonalva Je beyold hF nmed alp go. . and e pairsthe b€.efit of thisadded a ue.

67.4 lf you understand he personality ype of thedeaision-maker n th€ di€nt company, ou (an use wordsin your proposalthat are ikely o produ<e positiv€r6pon5e. Match he personality ypes 1-4 with thewods and phrases -d.1 Anaiy.licalaues ccurate acts nd gures, wants etailed

analysis.2 Pragmatic:alues ction nd esu s -

3 Consensus-seeking:ants decision hat everyone ccepis

4 Visionary:nlrepreneurialikes oncepts nd big deas 'j

67.1 Find a word {rom'Structur€ { a business roposal'opposite hat mat(hes each definitionbelow1 the range f things hat a parUculdrctivity eais ith

2 (twawords). d agtan used n prolectmanagementthat shows hen each asl</phase hould taft and end

rangrbe e.1s lâr re p odL(€d"5 a resL of a p'oje.1such s physicaltems, esgn p€cfications, esearch eports

Exercises

Now do the same or words n 'The phras€s ou need'.

rgconclusionWe ecanmend ursolution s being he best pxonavailable o reduce costs over the mediun to long temand,e,nta e XYZ\ b,and, inaq". [.. ] thp nalkpt isrelatively new, and ta date no significant competitorsta XYZ have eneryed. An inproved inage should helpdelay conpetitian. [...] When conpetition does emerge,XYZ wi be seen as the established natket learler and

1 In he ntroduction ecton, he proposal:

a is written rom he supplier3 ont of view show ga company istory.nd bulleted st of prodLrct

57.3 Look carefully t the €xample hras€s n Th€phrases ou need'opposite. e(ide whether a or b is

b is written rom he clientS ointof view, utllninga specific eed nd a specific oluton ustif€d n

easy o use, lexible, ersonalcommment, e abe, support,widely ccepted, orking elat nshipcriteria, vidence, ogica,methodology,blect e, princip s.procedurcs, roof, roven, estedbreat l l 'ough,Lnrrg dg€, rea . r,e . \cu_o poo-ur ,innovative,ong-term iew oriqnal,winningbottom ine, fficiency,erfom.nce, roductve, rofiab ty,return n nvestment, peed f delvery

should be able to hakl at least a 40o/o natket share

BLrsinesseports and proposals 13



@ ".,ri,r.rsreports and proposals proposals l

In every successful proposal the supplier sends rhre€ mainmessages o rhe client:

We <an match your needs as defined byyou (=

<ompliance)The clicnt wonders, Are they prcposinS vhai I need, or arethey proposing what they have?'You won't wir a contractby simply describing ourproducts dd sen'ices nd sayhghow g ood they are. You havc io recommend specificsolution hai will solve a specific rob lem ed producepositive business esrlts.This first ihcme needs o appear all thc ('a)' throuSh )'ourproposal, ui in terms of the structurc outlin.d in unit 67,ii needs kr bc cspecially trong n sechons , 2, 3,4 and 9.

We have the competence to deliver(= capabilities)

The clicni wondcrs,'Can hey do t hcjob on timc and onbtdgci? Havc ihey h.ndled sitrilaf projccts bcfore? s there. risk that thcy won't do the ob prop$lt?' To reassurethe clicnt you can nclude references, cstinonials, a list ofclients,a.ase study of. previous project, awards, prblishedrc iews, reports by indcpcDdeD t falysts h the field, Cvs ofkcy ic.m nlcmbors, .ojcct plans, a brjef company hisiot,that cmphrsizcs g(r th ihrough succcss, ic. Aui l ess s moreiD this .rc. - one good case tudy from the samc nrdusirvshowing thc sime kind of rcsulis hat vo r cli.nt is soekiDg,nray bc cnough to Bin ihe coDtract.h terms of th o struciure ni unit 67, his thcm. is cspcciallyrelevani nr sections ,5, 6, 7,9 and 10.

We will giv€ you what you want, plusmaybe a litt le more, at a fair price(= value)

Clients want a fan price, with no hidden cosis, nd nounderesiimating f the effort and resources eeded. Thevwant to see what kind ofreiurn on investmeni hev canexpect, nd tlrey want to know if you're offernrg any added'vah'e fackrrs hai go beyond he nitialaralvsis. Your

proposal nlusicontah a cleAr, rplicit value proposihon anargunent i|at shows he.lieni thai ihey getmo.e by buyingfrom you than the), can get from choosing nother suppllerThe table opposite shows how 'value'can mean a laiiety ofthings, not just financialvalue.ln terms of the strucfure n mit 67, his theme s especiallvrelevant n seciions 1,8,9 and 10.Durng the decision-making rocess, he client will probablvuse ihe tbJee $jterja abole in the order shown, ie fnst Lheyhrl l hp l onp i r_ce. hF-cdpdbil i r ie . .dd ' inaly\ . lup.

Financialger he oweslp'ice. edJce ope.ar,4g ^pelses rcreaserevenue, mprove ash ow, reduce ad debt, outsourceio remove ixedcosts rcm he payro increase heabsolute alue ol each ransaction, et a arger porlion feach customeis oialbusiness

Social

Iniernal:ncrease mployeeob satisfacuon, nhance olrperformance, educe urnover rnong ey staff aembersreduce bsenreeism. cceerare mprovee ra 1rn9Exlernal:ncrease ustomer oyalty,mprove randrecognilion. reale positve mage n he commun y,address comanunityenv onmenlal oncern

0ualityimprove lability,enhance maintainab ty, ncrease aseol r.rse, omplywith egLrlatorytandards oniorm o aspecific ualilymelhodoogy, edLice etect ates, educecustomer omplaints

Technology

g",r" ,a" d '"" ,"n,p"a"a or hardware 10sofra 'olo work ogelher foperly mprove yslem lexibl ty,implemenlhe most advanced echnoogy preselve hevalue l legacy ysterns, educe ownlim€, dd newlealdres r capab lres, aJrorare a laooL.irtersire

Riskminimization

Compeiitivedvantageovertake compelilor, ecome he market eader, niernew markets uickly, pdate roducis o keep hemcompetiiive,ocus on core competences

avoid he riskof ailure mplemenl he most provenappfoach add€ss health nd safety ssues avoid ab ity

0



68.1 Check ny unknown words n'Value: what matersto the client' n a dictionary Th€n ind a phrase hatmat(hes he meanings €low. Write your answers n tull.

1 decrease he amolnt of mon€y wed o you hat youcan

Exercises

2 f rc yourown staffand have he work doneby an outside

: get orders or arger mounts f mon€y nnead f 5m.leranounts f mon€y

4 inrprovehe nandard f peoples ork

5 stop 50 m.ny impo(ant people edvn9 the company

6 rnake easer o serv e equipment

1 0

11

t2

mak€ sure hat your products ave he level ol qua ly that

folow an estab shed s-"tol toos and stand.rds uch asthe EFQM Exc€lence Modei, he l5o 9000 series, ix Sgma

oe.ol . ro ,1 .<e oJr od - ."no,oqy ato"g.Oe ou re*

decre.se he time during whlch he m.chines n th€

factory are not work ng

p rr.o p%(l e .o1e,1r 'g h._ 1as wo, .eo n dry unesbelore and so has im ed rsk)

make he workp ace ess dangerous

redlc€ he worry hat peop e mi qht sLre ou (= take yol]tocorir) becaLrse f damage or inlury hat you have caused

jusi do what your company oes besi

l 3

68.2 Read he extrad in the next <olumn rom a shortbusiness roposal. ick /) the boxes at the end o showwhetherthe extrad contains xarnples f compliance,CaDabilities nd/or Value.

6A BUSIi\IES5 EPORTS ND PRO POSALS PROPOSALS I

PROPOSALFrcm Cltstom Computing.Io Big Fridge Manufacturing Corqoration

KeY goalsBig Fridgc s considcring n upgndc oiiis ERP (EnterpriseResource lanninS) ortlarc to allow t ro expand r-smanufacnringbde iD Edienr [urope. Big tridgc mnts tokno$ whatoptions are alrilable, and nr pafticular how t ispcrible to curomize a siandard ERP packagc.

Custom Computing: special expertiseCuston Comptrting has extersive xperience r installing,upgmdnrg and custornizing RP sof$vafe a Iistol rcccntprojec6 s ircluded h tlre Appendix.

We have particular expenise n (he doDestic applian.(ssector, d recendy arried out a similar projecr or QLuliivCooke6. A folloiv-up uney at QualiryCookeB ,rlicaicdthat he average anager saved .5 hotra per weck as are$rh offie new ERP s)Btem, nd fial the system aid Lritselfwithiflsix monfi a a result ofimp.oved produ(livit,q

Action plan and deliverables\ t prcposc harCusbm Compuring works closelywith drcITdcpartmcnr and scnior managcment fBig Fridge b.a rhl'weck period, o anal)". the options and cosl\ of lny

$t rvillassigD o lbB projc.t onrSenior Systems nalys ,I)r Kla$ Mnello, one ofthc lcading profesionals n hisilcld. His (lV is iDclrdd in ihc Appendix.

At ihc cnd ol thc $GNcek p enod we willdelivernrepo'r t{, Big Fidge hirh {)ufrecommeDdaliorN nd full

ConclusionBig Fridge s in r position $here r.an m2le signilicantad\2nces n borh prcdu.rilq rnd prolihbiliry as a resultofinveshenr s i. ERP sofNar. These nvestm€nts illposition Big Fndge a a leadnrg playe. d rhe white goods

\\'€ .econmerd rhat Big Fridge choose CustomcrCompurilg ro.arry otrr rhe nirial elaluarion ofthe optiorsalailable. Our rnck record shoNs har h€ a.e deally placedro provide Big Fridge Nith $is anallsis.

Should Big Fridge decide o go ahead irh any upgrade\olurion. b 'um Cunp' , r i1ts l lb- dFl igr, d o t J in afurther proposrl ro carry out the work.

see the Answe r key for the specifi( references.

Business cpons and proposals 14



Business eports and proposals linking wordsCofrpare he two texts below

Version 1Talking abolt the Siales, the problem is that $'e onlv

hale sales guys on the coasts. nd do you kno$ what?There's some ough compeiition oui the.e. A couple ofau. rompeli loA mer8.d e .ent l ) thef new omp.u) iswalking all over us. Our next quarter's sales igures aregoing to be a disastei But yo have to look on the s1lmyside - maybe ourhead office will find a local company orus to buy' Then we have a chan€e. Anlyay, head officehas spcnl a 1ot of troney over there I guess thcy kno{'what they're doin8.

Version 2In relat ion o lhc US mdrlet , uur srh. Jorce here \concentrated n the two coasts.Moreover, we face verystrong competjtion rom localplayers. f, fa.t, two oforrcompeiitors havc .ecently me.ged and the ne{'companyis iakiDg some market share away from us. Ther.fore itis likely that the ycar-on-year evenuc igu.es or Dextquaricr willbe flat, or clen sli8htly don'n. Neverrheless,thc long term ouilook for the US s still vcry positive- partic'riarly fwe can make a localacquistion o'ncrease ur market p€neiration. On the whole we areconfident hatour investments n the US market will

Vcrsion is spcech. Sentences rc sho.t. Sometimes here sro Inkhg ofonc scntence u thc ncxr, othe. ti esitisdonewith simple words ikc,4,td, Brt,Thdt, Ar 1M , etc.Version 2 his very similar content, but is cl.arly from a mo.ebnnal contexi. This could be a written report, or it could bea spokcn presentaiion . n contnbuiion ar. i.rge heeting.Obvjously he vocabulary and gencral one s more ormal,but p.y pfitic lar attention o ihe linling ilo.ds and phrasesin bold. Theyte used o make hc structlre of the a.gumentclear The reader/list ener s ('anrcd .bout s' hat is coming

nexr a change ot iopi. (tu "/drio, io), a se.ond point thatadds to the rst one and reinforc es hc argument flof.oru), areal situation hat the writer wants o lightight (t? fa.t), etc.lMlen using inking rvords, hink aboui then position n the

"Most of the examples n 'The plmscs l,ou need'canbe ued at the begirDing of a sentence, d whereappropriate are followed by a coma (ie s'here vouwor'ld pause nr spcech). ersion 2 abole shows his.

i Many of these $ ods can also be used n the middle of asentence fter nrd:

..., and iherefore ..ir A te{' are used immediaiely after a coma. These nclude:

espcciatty, uch as and raheteas.

The phrases you need @Introduce a new topicregaftling.with reference a, in relatian aAdd a re la ted pointnareavet tutthermare, n addltionShow a consequenceso, thereforc, as a result, ot this easonG i v e a n e x a m p l eeg. such as, ot exanpte, ar instancein padicula. especia , above allExplain by rephrasing

Say the real s i tuat iontn ta.t. actually, s a nafter of fadSequencefrs(ly), second(ly), hnd(ly). inaltythe ti t <taoe ,tap t, . nen dno d\e, +.al

Talk general lyn general, n the whole, n most.asesAdd a surprising or unexpecled ideahoweve, even sa, nevefthelessMake a contrasttn (antrcst, n the athet hand

State known inf ormationof rcurse obvjously, lealyCon.ludein concluslon, n balance, verc|l, aktng everything nta

actually / €k4uJli/ adv **lused for emphasizins whai is reallv trueor what really happened: Wet,€ poten ottllephone bul te ue neter actudllt met2 used Lr enphasizins hat someihins ssurprising: l rhnlr slp actuallt) ar;reed o so

3 rpot.. used when correcting a siatenenl:It llas 6terdaJ), no acluollr it uas Mondar

aip.la,used for admiltine somethins: ?idrou spen.l much monq)? 'Well, tes. Quite a

nevertheles3 /,nev.iiles/ adv t* despite aiact or idea iat you have ust mentionediIt s a dificult t ace- Ne1ertheless, bout 1.000runners pafnapate eteft

@r.



Exercises

c actua y

69.2 Complete h€ sentences elow with either'e9'or 'ie'.

1 Foss ues , o,gas nd oal , re key o pdya

sma er roe n the overal n€rgym x2 Foss ues , o andgas.are ke to play smaller

ro€ n the overa energymx

69.1 Cover he opposite page with a piece of paper.Now match an item on the left with an item on the riqhtwith the same meaning,

\3 therefore \4 n p.rticLrl.r5 n f.ct6 n qeneral

8 clearly

1 0 r e

The words e9 and € hav€ Latin ig ns exemplt rata and

lid eso. They an be used n speech s we as w.itins

whereas /wearez/ conjun. ton sed orshowing thai there is an importaniditrerence between two thinss, people.situations ete Docrors' sarorits ha@ risensubndntiallr, btureas nurses poJ h6

69.3 Underlin€ he corre<t words n ilali<s.I Saes ose n Gerrnany ndFtance. areaver Thercfore,

they ose n Poand, Hunqary nd he Czech epublicsw e l

2 Sa s ncreasedn cermany nd France bave ll lncorfrast, heywere lat n Poand nd Hungary3 Sa s ose n Germany ndrtate. Far et€rr,ple ln fact,

ihey ose y over 0%.4 ln general Furthermorc, ale5 ere nrong n Western nd

Central rope Howev€r,hey ell ghty in Spain ndPo(ugal

5 Sa es ose tronqly n Germany nd Fran(e. n rhe whole/ Therelare\e w open newofiicesn Franklurt ndMarse e next ear.

6 Sa es were up n Wesletn Eutope. n panitular Fot thisreasor, rance nd he Benelux ountrieshowed tronq

qro\Mn.7 Overal For nstance was a good ear. a s wercup f all

8 5aes wer-6 trong n BrazilEven o C/eart h s was due orapid rowth n he economy.

69 BUSINESS EPORTS ND PROPOSALS LINKINGWORDS

69.4 Complete hese our paragraphs aken rom areport by a chief Inlormation officer. Read arefully osee how each entence nd ea<h aragraph inks o theone betore. Write a capital etter where necessary

(lea y in paniulat rcgading

' the onger errn, here have eenseve€l equests yempoyees o change ur offcecomputersrom Mcrosoft o App€.2thi5 s something hat we have o consder, as App e hassome ignificant advantages. , Appeoflers a better op€rating yn€r. and s el s v nerabl€ o

n fa.t narcovet on the whale

, w€'v€notced hat manY therpeople ring o work he vac aptops hat hey use t

, th s does ot seem o createany erious roberns the officesuite uns erfecty ellon a Mac.

fo,e/anpte howe.et ,e(o^d|.

', tne e a e so'ne e o-sobslacles

to adoptlng pple s he standard latformhroughouithe organization. irstly,here s the queston l pfce.Apples resiqnificantlyore xpensve they're argetedat the consumer arket here ashlon nd design rlnga premium rice. , there re someserious echnicalssues AP, , doesn'trunon Macs, nd our Tsupport taff are unfamilar ihthe Macoperat gsyslem.

o , appe compute6 reakeady nuse n our organization the wo graphic esignersn theCommunications€partment se hem

'o , to sum up, Microsoft ffe6familiaritynd ease f techn alsuppori t a reasonable

^ . n p . f f F, , l F n - a n d

grcater ecurity t a higher rice.Whatconc sions anbe drawnT 'z ... .... ... . ........ it seems hat he bestoption s o cont nue usingM crosoft Cs or he majority lstaff.We will of course onunue o monitor he stuation,particularlys he nternet eplaces indows s day-to-day oftware latform.

Business eports and proposals 14



Business eports and proposals review70.1 Complet€ he report extract by und€rlining h€ correct words n italics.Sometimes he choice s based implyon style or usage.

To: CEO AuloCorporalionFrom: Ch e1Econom t AutoCorporalionSubject: OLrtookor he oi ma*ei and ts mp cators lor the ALrlo orporaton

lnlroductionlHans Aberlander, EA of the Auta Caea?ion, asked me to wnte this.epod This epart was cammlsioned y HansOberlande, CEAaf the Auto Carparatian he'1aln / scope f the r€po.t 5 o ma € a lon q-lerm orecdst f trends n thesnatket far ail t oil narket, and o analyze ow th€ future pnce of oi w impdct he autonrob e indunry. a/, particular/ Especra//y,he report wil look atoLrrown cornpany. he Aulo Corpordlon, and whether we are positoned 10 meetfutLrre hdllenges n the m.rketpiace

Oil market

The pr ce of oi h.s be€f ifcr€asingrteadl

/ rread,i), inc€ aro nd I 999 Th s has been driven by facto6 on both thesupply ide and th€ demand sid€ On the supply ide, otal wor d o I prodlcion has nowpedked,wth no 6i/9nlFl.art

/ rignifi.artt new discoveries n the horizon lTalkingabaut denand / an the demand side, tie grcwrh of economiessuch s Ch na and ndia as meanl hug€ ncreare the consumpton l or lOv aresearch shows researches how that these re ndsewl / are ikely a .otitrnue. and that oi pricesw rena nh gh or h€ oreseeable uture. hiswil inevi tablyave afarcelanl | r,pactontheautohdunry.wthhqhfue prcescausngcustomer9toturntomodeswith we. .unn ng cons, such ike sud as e eN ( . .a ts .

Fuel efficientenginesAt Alto CoQorat of w€ cLrfentlymanLrfactue 1wohybr d e ectric ehrc s hat comb ne a co nv€nto nal gaso ne eng newth an on-board echargeabe ecrc bal terySa es of these mode s have beetl ]disappainting/tefflble, and or ih s repo( we asked n .depend€nt rcompary ahaadaes na*et rcsear.h na*et rcsear.h cnpany ra lacaffy on / cafty aut a suNe y o discove r he reasons hy lhesurvey howed he fo lowing arcas 1 tanxiety/ .ancern on rhe part oi potenl al cunome6:. Thereatveyhgh ni talpnceofhybndcars dtyptcal lyI t tpEal hybt .ar pays or tsef interms

ol ower fLrel ons aft€r about hree years. The act hat hybr d cars 11areunable o go very ast qo slorylyThe addlt onale ze and we ghr of the

battery pa.k means hat the conventonal ngine hat to be smaller

" The added sk n an accdent hat the driver, assenqers nd rescue ork€6 will qer e€crroclted bythe high oraqe n the car.

Conclusionsln the ght of the a bove rafaundinqs findings. we rcached he 1enext follawinq conc usions:

" customers 'zoinueasingly/ nare and nore wafi lue 'ef fcienr modes, nc dngeedr(ca |s ,dueio cont nu nq h gh o prices.

. Government egh ation on reduc nq the emission f greenhoute as€s y automobiles ll a so drivethe 2 trend tendency way rom convention. engrnes.

. Auto Corporation as been slow to reepond o the (hallenges head, "because due ro customerresrstance o the curreni g€neraton of elecrrlc eh cles.

RecommendationsThere re wo :rmal,/ most portdnt ecommendalionsewould ketomake: The Board of Auio Corporation needs o take a lonqer-term ew of the market, 'paying nare

aftention o /thinking abour he price of oi in B nrategi. decisons,

Auto Corporaton needs o inven considerably nor€ "noney / financial esaurces n R&D o deve opa new qeneraton of safe, nexpensive nd reliab eectr. batteres.



70 BUSINESS EPORTs ND PROPOSALS REVIEW

70.2 R€ad his elctract rom a business proposal hen do the exercise below

. A specidl cpod on how to nranage €curity ersonnel,partcu rlywith egard o. ways eep g he attenton on

Understanding our stock ossesIhdnk you for nreetnq with us afd helpng us undersiandthe nock oss tu.tion at F.shion upe6tor€ more depth.We propose o conduct revew of your norc to s€e howClosed

lrcuit €levisonCCTV)

ameras ouldbe used nosteffective, and hen complete he nstallarion f the synen.Our approach based n olr twenty years' xperience iprovding ecurty outons n he eta i lsectoL

Key goalsYourgoa is to redu(e hop frlngby nstalling a -mountedcam€rasnsdeyour tore, nd o have hese nkedtomonilorsat a centr. secunty esk. You want to do this in . con-effective .y

Project scope

The prolect will incude he iollowing acrivite5. dentify he best ocatons or CCIV cameras nd nsral h€

. dentlfy he ben oc.tion Jord central ecur y desk, with th€monltors nd a vrbe presence i securty efsonne.

. Rln a tra n nq progr.m or the securty personne nvolved

StafiingWe willassigno this project he ollowingeam:. An n nore security xpert,MrBobParker, ho has v€rten

y,oars'€xp€rence this eldand pr€vously orked or th€

. Four ud iied leciicans

. A trdiner,Ms Eeatrce lerne, memb€r f the nstitrte ofta ning.

FeesWe will charge lotal ee of €254,000 or ths projecrThisinclud€ta the items el€ned o above, with no hdd€n

Based n the gures ou provd€d s and on niorrnatonoblained iom prcvous ssgnmente e have aned oLrt,weenimale hat this system i pay or itselt wllhin eighteenmonlhs.See he fgures n the altached as€ tldy, whichdescribes very irn ar project hat we carried lt ast year

lmplementation nd deliverablesA t metabe or the diflerent hases l the prolect , includedas an append . we estimate hai the ota time equred orth s prolect two weeks.Delivef.blesor

h sproject

I ncLrd€. Approxmately 30 CCTV camera , wth two aseociatedmonrtors t the cenval esk, ll u ly nsialed nd he(ked

' All add ional mater lssuch s cab s." A three day training proqram or sec nty personneL,

ncudng how o work he Cameras nd monrtors, ndful slmu tons of shoplift g events nd how o dealwiththem We have un his program uccessiullyn oversixty

Conclusionwe recornmend hat you contract lr cornpany o nstala CCry system nsideFashion LJperstore. hs system ildr.matrcallyeduce our oss€s ue o shop itn9.n .dditon, the syslem ill he p provide safer nvironmenttor shoppe6. When hey see he cameras hey wl feel essworned bout dangeE lch as eav g heirbags rnattendedon he oor wh e they ook at coihes Ths safer nvironrnentir I k€ly o lead o shoppeE pending ore ime ns de Fash nSuperstore nd herefore pendingmore nofey.I w ca you on Wednesday lune o d sclse he nen nepsWe ook otuard o workingwithyou o create more €cur€and moreproftabe Fashion uperstore.

Put a tick (/) to show which sections fthe proposal menrion which ofrhe threethem€s. S€e unit 68 or the themes.

Capabilities

Understanding our stock orses

Keygoak

Proiect cope

lmplementation nd deliv€rables

Staffing

See he Answer key or the specific €f€renc€s.

Busines5 eport5 and proposak 145



Discussion opicsUnit I Page 6I n yoLrr ountrywhat do people hinkaboutthe ssue f free

lrade vs protection m?What s yo r own view?2 Free rade creates obs n some ndust.ies nd unemployment n

others Wh ch? Why?3 Should ertain ndustries e prctected? hi.h? Why?4 Work n smaiigroups:

o Make yourown ist of argurnents n favour f globa zalion,ano ar9umen15 qarnsr.

0 Put your st on he table n fiont of you so hai everyon€ ansee t. Wa k round he rcom and ook at a the ists. Wl tedown one or two questions hat corne nto your head as you

r/, Return o yourseais Askyourquenrons. verybodyan

Unit 2 Page a1 'Thecyc of boom and bun s one oI the wondeE f capilalBm

its what Schurnpeter a ed "creal ed€struction

hShe

processby which neficent ndunies get.epaced y nnovative ewones. ttempts y poicy make6 o prevent hs cyclelust upportod fashioned ndunres nd make he economy ess ynamc verthe ong erm.Uslaly hese ll€rnpts o controllhe markets ar l

L A g r e e l i D i s a g r e e

2 Are you bul sh or beaish on the general ock market n yourcountry ight now? Why? s here a parlicLrlar€ctor f indunrywhere ou hod the opposte lew? Why?

3 f the bus ness yc ex ns, where are we on the clock onpage 8 rghi now? Thnk about he olowng qlenions. wasthe ast nterest ale move p or down? s h€ nock markelrsing or falling?Which ectoG € do n9 wellar he momenr?)

Unit 3 Page 101 Whai areas f confl t are here kely o be between n

exporter nd heir olelgnagenVdistr utor?2 Work n sm.l lgrcupsi

o F st, choose le o{ hese prod cG: mali anic childrcnstoys,herba med cines, gh definft n ry screen o hang on

o A Vietnamese xpoderwants o sell hese oods nroyolrmarket, nd yo ?e nierested being he agent Theyneed our o.a knowledqe Pfepafe short presentationof

them on the opportuniies nd challenqeshey ace.dl Use ourown deas nd strucllre,alihouqh he seven ullet

poinis n page 10 nray iveyou a few deas o get siarted.o When ou n sh, give our presentation.

Unit 4 Page 12I Staning olr own business sworkinq ora lalge company:

what arc he differcnces?

o Use he contents age of the busine55 an on page 22 oprepare short prcsentation o the restof the group Youwil explain our busines pan to them Youdon't have ocover very ssue n the m nd map.

4r Give ourprcsentat n and ask or questlons tthe end.

Unit 5 Pag€ 14I 'TheAngloAmeican model f putt ng he shareholder irn

it bad orthe employees, ad or the community nd bad or

r Agree .r Disagree2 In your country s here a lradition f havng a nronq and

independent odrd har represenrshe nterens J hesharehode6 nd can h re and ne the CEO?

3 What a.e he advanlage5 nd disadvanrages f working or amedium-szed am y-owned usiness, s compared o a a.ge

4 Fas here been a siory n the neM r ecently bout weak

When ou in sh, show yolr mindmap o a coleaque nd

Unit 8 Page 20I Lookdi the istof six ime managernent ips n the ext on

page 20. Can you add any other ps? Which nes do you

2 What s he one hinq hat you coulddo - nading omorrow-to manage ourtime more effcienly?

corporate overnance t a padicular ornpany? erhaps i led oa tinancialdisasl€r,r a corrupton canda, r something se.whal do you know aboui i?

Unit 6 Page 16I Choose ne of the sx ssues isted nder'Geopolitics nd he

wodd e.onomy' n page 16 Discusst wth som e olleag es.When ou insh, choose nother.

2 Choore ne oi the sx reples v€n n the t\4anag€ment,ndbusiness ection. scuss i wilh sorne olleagues When oufinish, hoose nother

3 'We cannol educe nerqy ons mplion. o-one s going ovoluntaily ccept decline n the r lv ng standards. ightngqloba warming s use ss Wete al go ng o fry.Lel hecockroaches nd atr ake over they were here before s

. Agree Diragree4 Globalizato n as gone oo far.'

- Agree Disagree

Unit 7 Page aLooking l the hree b.sic managenrent tylesmentoned npage 18, wouldsay hai my own style s (orwould be) ..

'Good rnanagers re born, not made.', Agree - Disagree

Lookat ihe f ve main headings nder'Pelsonal qualitiet thepe6on specllcaion. Can you add another ew tems under

Drawa mind map ol you own personal nanaqement ua ties.PLrt oun€f in the m ddle, hen have n nne r ing of head gslk€ the ve ln the pe6on specil ation, nd inally ut erbranches hat show yoLrr lalilies.Use ourown deas, utfeelfree o use he deas n the unrt as

Thnk of an exampe f a srnall urin ess hat ailed perhapsfrom peEonal xper nce, r the experience f friends4amil y/colleagues, tc).Tellthegloup about he business, nd why tfailed. oud t have Lrcceeded?Workwth a co eague:o You have each nherited 0. 5m rcm richaunts €1m oral)

and now wantto start a bus ness ogeiher Decide haiyour

6



3 Lookat what manageE manage Can you add anorher tem ortwo under dchmainhead ng?

4 Drdwyour wn persona zed mind nap of'How lspend mytime' lf possble, ocus n tme at work Othelwise, un think.bout your me n genera.When ou inish. howyourmindmap o a colleague nddiscusst

Unit 9 Page 22

1 Plann g s the basis f spontaneitr/.',:) Agree ,.) Disagree2 Harc Macm an, a Bitish Pr ne Minister, as askedwhat was

the qreatest ifficulty e a.ed. He ep ed Events,dear boy.events. G ve an exampe rom you own ifeof how eventschanqed or destrcyed) our pans.

3 Brainnorming. ose his book everybody xcept ne pe6on or

On he board, write section eadings -a {rcm he contentspage of the business an on page 22. Everybody rainstomsub-sectonsfor ach ecton. t sn't a memory €st

Unit 10 Page 241 'Leadersand rnanagers re differcnt.'

.r Agree 1..I Disag.ee2 A eader admi€ s. because. . .3'Leaders have o take difi cultdecsons. ou'llnever e a leader

f you need o be ked by other people.'i ) Agree ij Disagree

4 Lookagain at the bar chad showng he resllts f the survey npage 24. Do you hink hat people n lhe r thirlies sponded nthe same way as people n their ifties?Do you hink hat nenresponded n the same way as women?

5 Talk bout a recent ccas n whef you successfullynflue.cedsomeone or a group).Describe ow you d d lt.

Unit 11 Page 251 f youte working, xpain he vvo or thlee biggen sks hat

yourcompany urrently aces. you aren't wo ing, alk oa irend or familymernberwho as ajob and knows he tbusiness el. Ask hem about he sks ther company aces,and hen expa n them o the dass n the next eslon.

o anyone ho made a work-related nsurance lam?'s anyone ho ailed o check he smal prnt on a legal

o anyone ho wofked n a company here he.e was a case

oi embezzlenrent?t youranswer s yel to any of these uestions,ellthe nory

I 'ln Amerca people € too quick o sue each ther'i .i Agr€e il Dkagree

4 what is yourown attitude o isk? clve an eEmde ofsomething n your ife hat you nearly id, but decided gainnbecause was oo r sky. Do you have ny egrets boutthat

unit 12 Page 281 Didyour country o hrough he same ycle €scfibed n the

text: manutacturing oom n he mlddle f rhe an century

then dec ne, hen rebirth? f not, how and why was t2 Does ourcountry ave 'RustBelt'7What s fe ike n that

area now? s her c a nrategy o rcdevelop he a.ea?

DlscuSS|oN oPlcs

I VdnyWe,re'n.ounr,es havF oqr arg" p"a( of rFrrmanulacturing ase ver c.ent yea6. s hat necessaily badthing?

4 Doyou know he cha€cter Dilbertrom he American o.f cstip ofthe same ame? Dibert s an engineer What klnd ofpeEonality nd behaviour oes Oilbert ave? € englneersgenerallyike his?

Unit 13 Page 30I 'Faclo.iesthatmake ea hings rc he heart of €n economy.

The efrce dnd inancidls€clo|s rc un peope smiling tcunome6 and playing ilh compuieu.': 1,Agree ,r Disagree

2 Doyou work n a faciory? f 50,draw a diaqram n the boadto showthe ayout. hen expdinwhat happens n the differentareas f ihe actorylf nol, have ou everbeen nside fa.tory? Descrlbe hat yousaw and your general mpressrons.

3 wouid you be prepared o do sh tlvork n a modern actory fit was an nteresting, ell'paid ob requir 9 some ki ? Why?

Unit 14 Page 32I How oyou hinkhedayro'day ork f a purchasg

manager dflerenl o the work of other manageE n the leldot production nd operalion9?

2 Managers volved n the prccuremeni rccess i spend lotof then ime negoliat 9 Whai do you know abou negotiationstrategies nd act cs?

3 Do you know any news tor es aboui.ompanies s ng bribery?Or maybe ou you6ef have been n a 5iluatonwhere omeoneexp€cted ou o give hern a sriall giii'lo obia n a servce? e

4 rf youte wo*ing, talk aboul how 9 obal sourcing as affectedyourown cornpany. i you'fea student, urnmarze hat youhave earnt about his opic on yourcourse.

Unit 15 Page 34I SCMmeans hal he manufaclurer as o share ot of

commercialnfomation wilh pplielsand customers, reat ngthem ike partners. re herc any isks o this?

2 Compare ir, ea, cad and .ilfrom a ogistics o nt of vew3 Work with a colleague raw a m nd map of ' ogisi s' showing

what he errn neans o you. C ose his book before oLr tartand use ourown deas. t ihe end, compare ith another at

4 Make notes o prepare presenlat n on'Logist.s nmycompany'. se he headinqs nd deas rom exerc e 15.4to help you.When ou inish, iveyourp€sentation

unit 16 Page 351 Do you know anything se about TP5, ean prodlctionor

kai2en hat s not mentoned n the extT2 How couldyou change he orqan at ion f youfown workp ace

to elimnatewaste of me, money nd materals) nd mproveproducrivlty? rawa m nd map o show yoLrrdeas.When youlinish, xplain our deas o a colleague sing o r m nd map.lf you're a nudent, you can do this actv y lor any p.ir-t rne ob

14



DtscussroN oPtcs

Unit 17 Pag€ 381 What does he word'qualty' mean o you? Brainno.m s many

ldeas s poss leand write hem on the boad.2 What eke do you know abolt IQM beyond hat s

ment oned n the ext?3 Does ourown organizatio n aveprocedurcso check udlity?

lf 50,descibe hem.4'You getwhat you pay or': s his alwars rue? Thinkof sorne

examples or both sides { the argument.Here s an dea o get you started:A packet f hgh price, rand-name erealse sitting n asupermarket helf Next o it on he 5helf s a packet f thesuperma*et's wn-labd brand, eling dt a lower price. hecontents rc dentica the supermarket ought he cerealsircm the manufacturer nd €packaged hem.

Unit 18 Page 401 The rst paragraph f the ext on paq€ 40 suqqerts n a

hurnorous ay hat sales eople nd marketing eoplesometimes on'tva ue each othefs work. n your expe.ience,s

ih s rue?2 Brainnorm ther What qualilies oes a saletpe6on eed? oi'Modern sales echniquel. Clore our book befo€ you stan.(t isn a rnemory xercse.)

3 Can you hinkof any situations hee a 'had sell'mighl be

4 Think a€fullyabout he an time hat a salesperson oldyousometh g. How did hey d scover olf needs? ow did heypresent hen caseT ow dd they hand e yourobjection ? rethere any special echn ues hat hey used ut rhat you wercunaware f at the me?

Unit 19 Page 42

' A welfl.own tloga' 'o c-stome. ea,ce s 'U.derpromiseand oveFdelivef. h.t does t mean? Do you agrce with t?

2 Have ou everheard f a 'ChiefClstomef eruice ffice/?Why does customerservice' ave lch a lowprioritynside

3 Tell story rcm your own experience boulan example fpaftcllady good or particulady ad cunomer eruice. hat are

I Worl . s1 all Sro-ps Era,.srorm ..('or.usron.r $rvreunder he headings: Lttle things hat rnake big difference'and'Don't orget ourexiltng customers'.Close he bookwhileyou do he brainstorming. lt isn'ta

When you nish, discuss our deaswlth the class.

ra Go up othe boad and wite yourvocabuary ems underthe cor|ect eadings.

i When everyone as inished, o round he group andexplain llthewods.

3'Marketing is unthele to rnake s buythingswe don't need.'.) Agree a Disasree

4 Discuss ow ma*eting s different osa es.

Unit 21 Page 461 Lookagan at the hirty adjectives esc bing eatures n exercise21.5. How manyothers an you hinkof? Bra nonr id eas nthe boa.d.lqnorc asy. bvious ods such ds'expensve,'fast',

2 Thinkof an €xample f a prcduclwith poo y designedpackaging Howwouldyou mprove t?

3 Each member f rhe group choose ne perconal tem hatyou havewithyou oday Choos€ omething hat has a nrongma&eting ampaign ehind t. Take few minutes o prcpare,then describe o ihe group:. the products unctiona benefils. the produclS sycholog al b€nef s. the brand mageo why you chose hit particular odel I the product s part of

a line of producb). whether ou hink he maAet ng campagn nfluenced our

Unit 22 Page 4aI Whai re he key lementsf rnerchandisg how rcducis€

arrangednd isplayednside nore)?2 How s echnoiogy hanging he ace o{ retailing ? ve some

examp s iom yourpeBonalexperience3 Choose ̂ /o or three etailershat all sell n a s rnilar market.

Dilcuss he d fferences ebaeen hem.4 Di€ct markei g (calaLogues, a shoB, y shopping hannels,

ads n the press ith a toll-f€e number) oiten gnored ndiscussions boutmarket g. How does he dstibuton channeatiect prcduct. romotion nd pri.e?

Unit 23 Page 50

1 lt3 n.€asingly ifi crilt o reach ustomers hfoughadvert ng.Meda channes rc becoming ver more diverse ndl€gmented. what is he advertising ndunry doing o meet his

2 'Thebetter n advertisement , he more people ernember headvertisement nd he ess hey emember he product.'Canyou hinkof an examp of th s? what are he mpl icat nsa) or the advertising gency, nd b) orth€ client ompany?

I work wilh a colleague. /ake a mind map with he word'P.omotion'in the middle. Close hs book beforc o start(li isnl a memory xer.se.) When ou nish,walk aroundand ook at other peopleS indmap'

4 Do yoljagree wlth what r wriiten n every ox n exercise 3.5?

Unit 24 Page 521 ls t true hat rnarketers alk ess bout price han about

ptoduct, isnibution r prcmolion? so, why do you hink t

2 lt you work n the marketinq/s ales pa, describe ow prices reset n yourown ompany.

Unit 20 Page 44Each e6on choose product hatyou have with you oday(es n a baq or an object n the.oom). Foreach roduct,d scuss he arget market.Do he o owing:o On he board. raw he our headings: roduct, lace,

Promotion nd Pr ce.. Each tudent hoose ne tem of vocabulary a sinqleword

or. phrase) o' each heading hat you hinkyoufcolleaEreswon't know You can use a bilingual i.tionary o h€lp you.

8



3 Each eEon hoose n tem hat you have withyou now (e9 nyouf baq). has o be one whe€ you rememberthe xact rice

. Show t to yourcolleagues. i6t et hem ry o guess he

a Say what he pricewas.. 5a) 4LFrhe, ar rhe rnF ro . rroughr h6 w.s erpensive,

reasonaD or cneap.

a say he absolute ax mum hat you would havepa

d ior ihis

a Discuss, rom a marketing oLnt f view whether his temwas pnceo coffecry.

Unit 25 Page 54I Nave ou ever aken part n ma*el rcsearch eitheras

a poiential unomer r as a researcher? escribe our

Work with a colleague rcduce mind map:a lf you'rework ng, use deas mm your company nd write

'Our market g strategy' the centre.. lf you'rea nudent, use deasyou've udied on yourcourse

and wrte'Elements f a marketing rategy n he cent€.r When you inish,wa k around nd ook at oth€r p€ople3

mind nap Discuss hem.Presentation.'New rcduct evelopment'. ork wth acolea9ue:. lhink of an d€a or a completely ew product. oute goinq

to prcsent he concept o yourcoll€aglet- make ome

Unii 26 Page 56

1 Follow hese nstruct nr:Study he ext on page 56 one more me. n a momentvou e oo'q to tl to wlle dow^ re eemer 5of a'Inconestatement n a separate iece f paper No igu€s are ne€ded

just he headings. ou'L o hs wlth the help ol a pariner.C ose h s book now and nart.

2 You un a chain ol sma cotfe€r'snack a6 in yourcouniry(Your earest ompetitor s Starbucks.) an q'ranei bothrevenue nd costswerc above r.idgei.Ihs alanced ut, sothatthe operating rcfitwas n line with the budg€ted igu@Brainnom ae many carons or ihs vaian.e as possible.

Unit 27 Page 581 Fo ow these nnructions:

a Study he box'What can a balance heet how?' t thebottom oi page 58 one more ime.

Before ving he presentaUon,ecide hi.hperson illtalkabout hch points.t willbea team resentationyou anchange he presenter nce r severa imes.When ou're eady, ive our resentalion. ouf olleagr.ies

shouldislen aretu , akenotes, hen sk ractical

Writedown on a separale iece f paperthese ords.hquidirl, leverage, baak value and prafitabiliry.Workingwth a padner, ritea short paragaph hatexpalns ach of these on.epb. c oseyour book befoG oubeginl

ls here anyone n the group who knows bout ac.ounb ofInvesting? sk hem his: You'F thinki.gabout nvening n acompany. ut can only ook at one lnancial ocument, itherthe ncome taternent rthe balance he€t;which ne wouldyou choose, nd why?'

DtsCUSSTON OPICS

unit 28 Page 501 ls here anyone n the groupwho knows bout accounting r

investing? sk hem o explain hy he study of a companyscash low is mportant, nd n partkuar how t showethingsthat cannot e seen ust rcm he P&L income tat€ment) nd

2 How doyou manaqe our own peEona cash ow? Do youaTways ave negative ank balance tthe end of the month?

Howcould ou manage ourcash better?Unit 29 Pag€ 621 Lookagain at the nory ol Manuela n exercBe 9.5.What could

she and he other playe6) avedone d ff€renily?2 Work n pairs Aand B):

. Backgrcund. tudentA nd Student work n the accoLrntsdepartment f two different ompanies rcceveda argeinvoice iom B an month, but st l hasn't €id t (d e 10 A'sown internalcas h low probems).

. Pe6onalize. and B now prcpare few more detaiklogelher.What s he bus n€ss ctiv y of the wo companies?Whal was he nvoke or? How muchwat ilfor?

o Role lay.Sil back 1o back.Sludent B rnake telephone al lto Student abour he unpaid nvoice. ry o negot ate asertlemenr hat s good or both sides.

Unit 30 Page 641 Follow hese nnructions:

o study he elt, g.aphs nd exerc es n page 54-55 one

Wite on he boad he words'breakevennalysl,'operatingLeverage'nd'contrlbutionnargin'.work n pais,A and B.Cose our ooks. 5 explaino Bsrl'e rree o.ceprs ' ttenon h€ boa'd Bs hou lisle'

ask ccasional uestions.ndhelp f necessary. Keep he same cles, ur workw th a new p:rtner. owBshave olr turn o explain hileAs sten.

2 lf you'reworking, xplain ow you analyze rclitab ty nyourcompany. f you'€ a siudenl, escrbe ny other areas lmanagemeni .counting hat you've tudied

Unit 31 Page 66I 'Financialmarkets ave tle o do with the real world. i' jun

overpaid uppes n front of compu ter creens hasing he atestfinancial ubble.',j agree -- DiragreeLookaqan

at the abl€ ofplayeu n

ihema*ei on page 66

Cdnyou add any extra nformation bolt any of these layers?Do you work n he i.ancialmarkeis? escribe o r job.Thebond market nd oreiqn xchanqe arket re much esswell known han he srock na*ei bul th€ amount t rnoneytraded n them s ar arger. an you explain hy hey get solitle public nd med a attention?

l

Unit 32 Pag€ 68Doyou ollow he stock mafket? hat is happen g at themoment? an yo €xplain his?Do you personally wn any tocks r funds? Whydld youchoose hem? Howoften do you check hek prce? Whenw

lf you had €10,000 o i nven n ust one stock,whichone wou d

1



DlscusstoN oPtcs

Unit 33 Page 70I Describeour ompanysecruitmentrccedure.lst successful?

Howcould t be mprov ed?2 Wofk on yourcV (resurne) or homework- fyou need o.In

a Put he CVs n the wall cund he room. Altematively,aythern out on the desk.)

. Go rcund and ook at other peoples CVs.You may be able

to get some new deas.. Go back o yourdesk and work with a pa(ne. Read a€h

otherc CVs arefully. iscuss hem oqether.. lf necessary akeany changes o yoLr. Vlfyou don't wantto wo* on yourown CV or you hink t is oope6onal, hen simply elp othe. people y rcading het CVsand ask ng quest ns.

Unil 34 Page 72I Howmportantpay?Would ouworkna creative,lsfying

job f the paywasn't ery oodT2 What o you hink bout edormance-.elateday?3 Are oupaidwhat ou?e orth? maginehat olle talking

to your oss,ryingo persuadehem o pay ou more- You ebeen nvitedo o n another ompanyo youarcspeatangroma position f si€ngth.) xplainhy hey hould ay oumore.

Unit 35 Page 741 Lookhrcugh ll he workplacessuer npage 4.Areany f

these he sLrbjectf discussionnyourworkplace?2 Look t he olowing istof workplacessLres.hich nes re

more erioLrsnd ouldead o dismissal?a arrivingate nd eaving arya being runk t worka bLrllyingndharatsment

a oamage 0prcpefty

. failingo follow ealth nd afev rocedures

. personarappearancea personal se f the nternet Lrtsidef ren periods

Choose neol the ssues. fite short, maginaryiatogueben ee^ ê nanager ld enployee here h€ ssue sdiscussedor he irsi ime.

3 Doyouwork n HR, r do youknow nyone hodoes? hi.hparts

i theob,

bes es ec.uhment. ake p he most ime?Unit 36 Page 761 Pract espeaking boui ou backqroundnd are€r:

. Wtire shor.c.pl - '" ten on page 6 w lgve you omedeas.When oute eady cad t aloud o your olleagues.Your o eagues houldisten. ake few notes. nd askquest|ons t he end.

. n the next lass, ook l your cripr gain riefly,henput away. ow workwltha colleague. ndexplainourbacksroundnd areer sa free peakjnqxercis€.ourpairner hould sk larlficationuenions ndencourageouto givemore etaik.

Unit 37 Page 781 Produce SWOT nalysis or a company hat you know lt could

be your own, or one hat you've tudied sa nudent. You canusethetable n page 78 for ideas, ut ee fre€ o include

When you inish, rcsenl our SWOT nalysis o the group andthen ask or questions

2 Write a company rcsentationor a company hat you knowIt couldbe you own, or on€ hat you've udied as a nudentYou can u € he ext on paqe 78 and exercise 7.3 or ideas.but eelfleeto include therarca'When you inilh, €ad youf ext o the group and hen ask or

Unit 38 Page 80I PBctis€peakingboltyourjob:

. Wile d shorl (riot lhe ed o. pdge 0willgive oL o.reideas.vhen ou?e eady,ead t aloud o your oleagues.Your olleagueshouldist€n, ake few nores, nd skquenions l heend.

a In he nextlass,look tyour cript gain r efly,hen

puttaway. ow wo* witha colleague, ndexplainourjob sa

tree peakingxercise.our oleague hoLJldsk larificationquestions ndencourage ou o givemore etais.

2 lfyoudon'thave ob,or as an addii nal ctiv y,do oneolthe ollowing:. Interviewfriend r amilymember ndask hem bout

theirjob. ellyour olleagues the next lass.. Think f someone ouknow nd ole layhem, escf ing

then ob Remenbe. o say - no|he o' sle



Writing tasksUnit 45 Page 941 You work or an nterna tiona hamaceutica ompanywith

ben{ellingheart drug. You'€ part of an nternational eam,prepaing report n compe|tors' rcducts oddwide.a Wrlte an emailto a colleague n lapan, AkikoYamada

(a woman).Wite 4G-50 words.

o Give he reason orwrit ng.o Request nformat n about he compelitors n apan ma*ersharc, dvertis g) .

6 otfer to provide nformation boul yourown market.2 Personalizaton. rte two ema s sirnilar o ones hat you have

to write n yourown real-lifeob Use he ab e on page 94 to

Unit 46 Page 961 You're he inan ce nector f an ntemational ompany. o'r've

just n shed he cornpany ccounb or an yearand he resultswere verygood. However he oltlook for nextyear ooksmorccha enging. Wite an ema t o yourcolleagues,e ing h em henews. Write40-50 words.o G ve he reason or witing.o G ve he good news abod lan year Thank veryone.(| G ve he bad news about nextyear.

2 Pe6ona aiion. W te two emails im ar to ones iai you haveto wrlte n yourown €al'lifejob. Use he able on page 96 to

Unit 47 Page 98Fo ow these nnructions:o Lookone more rne at emais 1 and 2 on page 98, and at

the wo ern.ils n exercke 7.4. Thenworkwith a <olleague

to create s milarbus ness itlation:What prcduct I seNice k the custoner nterested n?How did the custoner find out about it?what infamatian does the custonet want?What nfatnatian wil the supplet give?

o Now working ndividuay,wdte an enqulry as€d n thesituation ou cleat€d. ote hatyou and yourcolleaguewillbe n the same cle wdlng a similar mal.

a When ou nish, Khange ma s and writea reply o yourcolleague's nq ry Again ou will both be n lhe same cle.

. When ou in sh, compare ouremailr.Personalizat n. Wrte a s milar pa of emaik based n onesthai yoLr ave o write n yourown €.|-lifelob. Use he ableon page 98 o help you.

Unit 48 Pag€ 1001 Follow hese nstructons:

o Lookone more ime at emaik 2 and 3 on page 100,andat the ema s in exercise 8.3 and 48.4 Thenwolk wiih acolleague o create sirnilar usiness ituation:What Wdud / sewice s the custamet complaining about?Why s the rustanet conplaining?what rcp|y s the supplier going to give?

o NoW working ndividually, ritea comp aint based n thesituation o c.eated. ote hatyou and yourcolleaguewill

be n the same ole, writ ng. slmilaremail.o when you inish, xchange m.il and writea reply o yourcolLeague omplainl. gain ou will bolh be n the same

o When you nish, ompare ouremails.

2 Pe6onalization rite a simllar airof ema s based n on€sthatyou have o wite n your ea-lifejob.Use he tabe onpage 100 o help yoLl

Unit 49 Page 1021 work with a colleague. ouwillexchange ma s, nviting ach

other o visit. For implicty, eep he lvo situat ns separate

. Before ou begin. ook one more ime at the emails npage 102.

a Now wite lhe followng shod ernails:a) As host, nvite ourcoleague o vst you.Give he

finished ma ro yolr colleagueb) At guest, eply o the €mail ou iun rcceived. ccept he

invilation. ive he nished mail o your.olleaguec) As hon, suggen n tineraryOhi5 ould nc ude some

localsiqhts€€ing.) ive he inshed emailto your

d) As glest, rcply o the ema yoLrlust received. cludedetdils lyo r llight.hoie, etc. Give he inished rnailtoyourcoreague

e) as hon, conlirrn verythingGive he inished ma toyourco eague.

a when you insh, compare oLrr mails.2 Personali2ation. riteone or two rimllar mai based n ones

that you have o wriie n your cal-lifejob. ou can be he host,the guen, or take boih roles or diflercnt rnails. se he tab eon page 102 o help you

Unit 54 Page 1121 Find narticle boul usiness n a magazine, ewspaperr

online) itten nyour wn anguage.t has o be one hatd€scdb€s developne'l ' r'end. _d lat conta's al e.st

Wile fouror ive entencesn Engish escrbng he rend. ryto use good ariety f Languagerorn he un You an nvenladdilionalntormalion,or €xampLehathappened prev us

2 choos€ rcallife, €neral-interestopic hatshows trendover everaly€a6. o rnay hoose ometh g lke house rcesin your ou.try r someth gpeEon.l ike ime pent olngsports learning nqlish.raw nappfoximateraph theexact €taik onl rnatter. abe he x and Y axes.Write t€w sentences escrib gmovemenbn he g6ph. Tryio use good aiety f languagerom he un .



WRITINGTASKS

Unit 55 Page l14

1 Study he graphs eow You maywish o inventmore onexr,ior example he ndustry ector nd he name f the company.

Sale5 (000 month)by product line

Q1 Q2 Q3 Q4

MarketShare

lom@np-v lconpetito,x lcome€tiiof Y Eorhe6

wrte a lhort prcsentation xtract here ou descfibe ndanalyze he vends Try o use a sood vaiety of language iomunits 54 and 55li you'reworknq n cass, ead our presenraiiono yourco eagues hen you inish.Ask or questions t the end.

Peuonalization. epeat he exer.ise, ui this ime draw a fewgraphs rom your ea life. These ould be:a Businessrends. erhaps aes or prol s or prcdlcrion

volumes or v.rious product nes, r maket share f yourcornpany nd tl competilors, f any KPh keype.fomanceindcators) hat you dealwith.

. Ways hat you use ourtirne.Choose ither work context(perhaps ie.harts omparing imespent on variolsactivilies n yearand hisyear), r a domesric ontexr(perhaps linegraph howng lme spent with children ndlfierent ays f the week, or time pent doing ports over

Draw he graphs nd abel he X and Y axes. hen w.it€ a tewparaqEphs, escrblnq nd anayzinq he lends.

Last yeer Thls year



Interviews1 Interview with a private equity investorExercises1 Guess he rnitsingwords (some etters have b€engiven o help you).I Whena prvate qu y firmbuys target ompany,lt ses

a newyjormed ompany alled n SPV'(SpeciaPurposeVehlce). s an example, ali he money he SPV eedsm ght come romeq (capltal rovided y he newowners nd he existing harehoders) nd ha might ome

(a bank o.n that has o be €paid).2 AfterbLry g he arget ompany, h€ prvate qu y tirm

reslructuresThscan nvovea b dup (makrngh€company rger) r a 'b k down' mak g t smd er)

3 After enructlrrinq,he private quityirrnneeds n e tsrraregy.

4 Th€re re many ther sinvoved thebuyoutprocess,nclud q a rs, consultants nd busnessconsuLtrnqompan s

2 if 16 Now listen o the interview and rh€(k your

3 Listen gain with your eyes closed. hen isten a thirdtime while you follow the script page 157).

4 Discuss ny nler€sting ssues ith some colleaguer.

2 Interview with an entrepreneurExercise91 Underlinehe words n talics hat you hinkdescribethe profile t a typical ntr€preneur.1 They ome rom oor '.h lam ies.2 Ihey arc sk-takers careful.3 Ihey anly tust hemselveshave oad nstin(ts baut ather

Glossary

due dtl,ger.e investgation nlo he delaih of a potential

tom ic.at h from he beglnn 9,PO nitia pub c oflerng Gelling hares n rhe nock markel or

leveraged buy-out brytng a.ompany with a sma amount ofl/ourown money nd a arge bank oan

4 They o / don't9o o lniversity.5 They ke to /ead rom the tap / wark alongside nployees.6 lhe\ oer bo.ed u^(4 t dp ppia.t:ann\ ha pnja,

f n shng prcjects praperly.1 Ihey functian well wakinq on then awn / need a goad

teambehtnd hem8 They ften have t#icuif stab/e am y backgrounds.

2 S 17 Now isten o th6 intervi€w and see whetherthis particular ntrepreneur matches our idear.

3 list€n again with your eyes closed. hen islen a thirdtime while you follow the script page 158).

4 Discuss ny nteresting s5ues ith some olleagues.

Glossary

.apitalgain a ptaI Ircn mo.ey you have nvested

.o//ate|.l prcperty r other goods hat yo promise o give oihe bank f you cannot epay lornrctufti'h rcpat a.tl mprove building y ceaning andpaintng 1 elc.

3 Interview with a management traineeExer<ises1 You are going o h€ar a management rainee alkaboul heir €xperi€nc€s f an assessment entre. Duringone ull day here are a variety of t€sts. Predict hesequence I terts, rom 1 to 6.

an nlerview llhan HR ranag€r th normaljob eated

lLrnch, her€ ocal k k are observeda res|o -ul er dl d d p oore -.o. , q . .a tearnwork est where gfoupof people s(usslcenario nd choos€ he best dea3 repon wnr ng exercls€a roepay xerciseo es t managementkil9

2 S 1S Now isten o the interview and ind out therequence f tests done by this pa(i(ular trainee.

3 Listen gain with you. eyes closed. hen isten a thirdtime while you follow the script page 159).

4 Disos5 any nteresting ssu€s ith som€ colleagu€s.

clossary

asressment process which oLr ake ldgement bout

arrersorsomeone hodecides owwellsomeone as one n

pttd try o sell omethingysay q howgood t i5tcera.to a wr ten descr tion f a part ular iluai n w th ap L r . e o n p r d d e . \ o l e b d . r q , o - d - f o r â l , o n o . eth ngs hat may happen et.

4 Interview with a supply chain managerExercises1 Decide hether hese tatements r€ ru€ O) or fahe (F).1 The upply hains: awmaterias upplier frstter

\upohe i€.o1d er Lpp e' -ro,lufd| . rrg , o" .pan/

2 Manymodernmanufacrufersre ca yjusi atsemblers / F3 Lts impor'tantor he manufacturero ke€p ommerc

nformationsuch sdemdnd orecastt onl dentia, nd notlo share oo much nformation th supp ers. / F

4 n modern nanlfactur g producrion pu led' by eacustomer rders, ather han be ng'pushed'by orecasts.

15



INTERVIEWS

2 tf 19 Now isten o the interview and check our

3 Listen gain with your eyes dosed. Then isten a thidtime whil€ you follow the scipt (page 160).

4 Discuss ny nteresting ssues ith some colleagu€s.

Glossary

.rustera sma group of things hat are very lose o each other€conom,res f s€i€ a rcduction n the cost of producngan ndlvidla un , resu ng rom dn ncrease the overall

Jurur'r,me a nrategy or invenlory management n whichraw matera , parts nd components re de vered rom the5 ppler rnrnediatey efore hey are neededt a*Dg fo owng the progress l

5 Interview with a sales managerExercis€st Make short notes n answerto th€ tollowing

1 What a 'keyaccountmanager'?2 Weal lhavean ea f he ypcalwork i a sales onsuant

but how s thisworkdfie.ent f it is n the B2B business-to-business)s€ctor?

3 Wlth a coldca ', how do yor.r top he other person ultingdown he phonewth n five seconds?

4 A I sa es peop face he standard bjectionhat he c enta ready orks withanother orapany, r that anothercompanysoffering better rice Howcan ou dealwith

5 Inside company, hatotherdepa.tment night ome ntoconf ct wth SalesT

2 fl 20 Now lirten o the interview and ind out nowthe sales manager iscuss€s he same ssues.

3 Listenagain with your eyes closed. hen iiten a lhirdtime while you ollow the script page 160).

4 Discuss ny ntereiing issuel with some colleagues.

Glossary

cold.a/ an nexpected elephone allby omeoneryingo

?/ay t by eat'decide hai o do as a situatlon eveLops,rather hanplann gwhatto doProsPects otentia d ent5testimonia, wrttenslatemeni bolthowwella e6on rorganizaton as one, rovidedysomeone ho has adpreviousontact ilh lrem

1

5 Interview with a marketing directorExetcises1 You ar€ going o hear an interview with the marketingdirectorof an agrochemical ompany.Which dea do youthink he will discuss nder each heading below, a or b?

a gen€tcally odilied rcps hat respond ellto chemlcals

b running focus roup f larm€ls

a generous iscountsor long'term ustomereb payrngor the chemical, orwith money, ut withcrops

. working losely th th rd'party qlstics rovdersb different nr buton channes or big, medium nd srnall

9rowers

a using il boads at the side f rodds n rura dreasb makinq :D nrovie ith ying saucers nd d ens

2 F 21 Now islen o the interview and h€ck your

3 lirten again with your eyes losed. Then isten a thhdtine while you follow the script page 161).

4 Dis(uss ny ntercsting ssues ith some coll€agu65.

Glossary

crcp a plant rownor ood, sualy n a farm

7 Interview with a finance directorExerciseiI The able below shows how the Iinan<e unction canbe divid€d up in a large company. omplete he tablewith the words n the box.

Treasurer a(counlsp.yabe

ChiefAccountingOfficer

Financialcontroller

Director

contact with banks eg ? .. acl ty)

prepafng accounts income tatement,' statement, alance )preparingtaxplann g

nternalaudi t ingbudg€t nq (6

and a.tu. bLrdqet)f nanci . planning

between lanned

sLrpervisg he hree people bovetaking ssues o the senior managementearncorporate ......-.......wolk ng with externaf nancinq f large rol€cts





Listening scriptsListen and repeat ex€rcises$ rractrExer<is€9.7G@d moming, ICT. Tssa speakinS. How .d I hetp you?Please hold while I 1,-y o comect you.I'd lite ro speak to someone n you a.osrs departmdr

The reason I m callin8 is b<alse of rhe sat6 6g es.How nice to hear f.om youlThanls for calling , did yotr get mt email?ls this a 6ood rime to ralk?Are you in the middie of something?Is thse anythhS else I cm help you with today?OK, leave t wirh me , I ll call you tomorcw afiem@n.

S rrack2Exercise0,5Justbear with me for a monent,Right, etry to keep you waiting.Sorry she s out of the officc rhis aftemoon.

Whafs t in comection with?Can you ask him to call me b.ck?would you likdo leave a me$a8e?Lct ne j6t 8et a pen. OK. Co a head.Is that i' as n ltaly, or 'e as n E8ypt?Let he read that back to you,I Il nake suE he Sets he ne$age.

$ lrack 3Exercise 1.6Can ou sp€akmore lowl, plea*?Sorr l didn carch hat,Did you say ffty/ ive-zerc?

Whatexa.tly o you mean y shortterm,?kt mejusrchel thar undeBtand.Can juotto over hai atain?Can you speak up a bit?Its a really ad ine. You eepbrcaking p.Mybattery s very low.We got cut ofi Sorry about hat.

S Track 4Exercise 2.4Whar ime would be good or you?What ime are you tni4king oi?How about Febtuary he ninth?

Could we mle it the folowing day rutead?Would eleven-thity suit you?I d pefer a bir l.ter if you doh r nind.l ll send d email o confim the d*ails.Unfo.t$ately I cet mal<e exi TlesdaJrSo@thinA u8ent has come up. Can we Esch€dule?I hope t s not a probld for you-

S rrackExercise 3.6We .eceived the oder ihis moning bui you only shipp€d BO piG.There s€ems o be a problem wjth the invoice.I do apolo8ize. I n sN we cm sort out.

What exactly is rhe prcblem?I ree.l to ask you a few quicl qusrim.Cm you leave t with me?I ll look into it md ger back to )'ou rhi. aJtemmn.

I n€ed to che.t at ihi5 4d dd s€e whafs 8oin8 on,I I sd a replacement immediately by special delivoy.Tm erry aSain or dy inconrenim.e dE ras rau\eo

O Track 6Exerdse 1.5

Before I b€gin, I d lite to thar* lrnqoise for inviting me here roday.On behalf of BCC Intmational I'd like ro welcome you here ro ou

tf,t me start by inrroducing hyselJ.ItE aim of thG preseniation is to give you an overis oI ou

I'[ speak for aboui rhirry minutes.I've divided my talt into folr main sections.Iftouh.ve.n) qJstiotu, ple.se el fFe ro hremp(.Ir you hav€ any qustions, I'll be happy to mswer thm ar the sd.OK, lefs be8h wnh ihjs fist slide.

S rra.k 7Exerdse 2.5OK. at s move on to rhe next point,I ll come bacl to this in a momenr,It miEhrbe u*Id to Eivea ittle backS@und ere.Llt me explain with a coh@te example.I thinl< thee aF thFe quetions to focus on.What is the reason or this? The leason is rhe desi8n.As you can se on this next slids rhe trend is up,I d like to hiShlighfiwo lhjn8s on this chart.AE there dy quesrioE so far?Does anyone have any comments?

S lrack 8Exercise 53.4Ri8ht, hat brings me o the end ot my presentation.Just o suhmarize he nain points gain..,Tl'ank you all for .oning. I hope t s been usetul.I ve tot sne hedouts here. 'U pa$ lhem ound,Heel my enail in ca* you want to tei in touch,Do you have any qu$tioB? Y6, the genrleman fthe ba.k,That s a very Sood point.That s m interesting u6rion. Whars your own opinion?I thinl thafs outside he *ope of this presentation.OK, I $int there's im€ or one ast qu6tioh.

Q Track 9Exerdse 57.6l DEt do you rhiil, Chris?WtDt I'm tryinE o ey is we hav€ no oihef option.It Rs to me hat we uve no ott€r oprion.Basicaly,we have o lmk at brandinA n a new way,lbm my point oI view n's worth it.I totaly a8@ with you.I a8R up to a point, but I cm see one or two prcblems,Dd1 you rhink this s goinS o be very exp@ive?Really?Do you thbl so?I'n not so s@ about hat.

S Track 0Exercise 8.5Sorry, I don t udeBttud - .d you €ylain that again?Cm you go over thai a8ain, plea*?r I mdcrand you core.ilt you'r in favou of oFrim B. ls that

nEht?How did you arive ai th€ fig rc of 1.5 milli@ effi?







LISTENING CRIPTS

discussion over l$.h. I was very djret with him, md veryhonest. I told him that I was going to chmge rhe way I paid him

with a lower fired salary but a higher commission for each dealthat he closed, That solved everything - his perforlrrmce realyimproved and ererything was OK.

INIERVIEW€R Lt's go back agail to tlft topic ol thc WtunLty ol anenttptll.Lr l\. khtu that h. or slt is .Eati.te, dltelric, afld a lnstde.isioh nak L But 'tu1/b. an entftpft,ew is alsa uh@'1e 'lo Setsbarul

rynklso h.y oft .ery Soad at stnttn3 ptujects but l6s Soad ot

consoLidatnry rd bundnls. nley lnit to nooe on and start so,tethttS

llNR Yes, think you are absolutely righi. That's $ hy everyertrepreneur needs a Eood tem behind them. An entrePreneurG dillerent to a self employed pe6on if yon rcaUy wmtthe frcedom to work €ntirely on )o r own, you become *lf-

INTERVITW€R QK,ott lral thitl&. hap. t s r.t tN Pnso,nl. 'Nftrd that tr.pr.n?u$ oJ:tcn aa? dilf.ult Jritl background, thdinr..d pd rcnts and sa on. mis Sirrs thc,t tlte driue ta su..tut atumakc o'I.u, Lrcnus? he unnt th. s.crrity lll|ich thdt tnt had ds

EINR Well, iI we take my own family, yes, ny p.rcnts 8ot dn orcdwhen I was your8. You know I' e n€ler thought bout it like thJrbelorc Imeanasa positile infllence, n a s.y Vcry nier6tingi

INTERVIEWER 6n.r. T/m,ls rr|v tr .i' Irt sfrish h.tt.

$ rrack18

had done the online tests, and not a matns genis brcth€r o.something like that Then we aUwent lpsrairs for d inteNiew.

INTERVIEWIR wlat kni oJ ntniaa?

MT It was a fanly convmtional one-on-one nteriew, with an HRmmaS€r fron the .ompany. She asked me what I liLed abort mylast ob, what the woEt thin8 about il w6, why yo would Like o\rork for my compdy in particular nomal quesrions. Then wehad to give a Powerpoint presentation. I forgot to iell you oneweek belore they had givm us a toPi. and we had to

PreParea

whole Powerpoinr prcsmtation, making P the slidPs and sd onThe whole interiew including the piesentauon lasted about anhou. Then it rYas im€ for lu.h.

INTERVIEIIIR O(.MT Yes, t was a standi.g-up lunch in th. foyer with canaP€s, nnd

we all moved aolnd.nd chafted.I'm sure hey were obseninSour social kills d .ing the unch as welll

INTERVIEWER I sw. the @r. Whnt hnrylhed lt ltndt?

MT Afier lu.h thele nas a roleplay €\edse. They 8a e you abackgrcmd siluation, and you had halfan hour ro ead t andihi* about t. Then you did the olepl.y wirh one other Personwhoalshada lole In the room hercwas. silent assessor ho

INTERVIEWER what khlll. aJ uI.?lntt xds it?

MT I had o play the rcle of an .ssGtant manager like the ob INonld e.lly h. eill w.ssuccesftd and the other Pcrson wa sa problcm employcc. They sere doing then ob badly, heywerec h . l l c n g i n S o u r. u rh o r i t l , , t h e t h a d be e n r u d e b s m c . u s l o me r s ,and $ on. Bur he eam was shorr ofmenbers.nd it was difficuhto find staffin thc ocallaboui m.rkct-.nd so I couldn'l firethem, AI$, 1was onl). he a$istant manager.nd I didn't havc hcauthority odo that in th.scen.rb thc main nanaSer was.wayon holiday,andso ha{t o t lk to thc cmployee and ky tocontrol

INTERVIEWER V.tt cltdllltgilg Hot did yat ho,.lb it?

MT I canl rell you. It's confidential it would be t@ much hclP oothe. people f they we.c n the same ituation.

INTERVIEWER OK, so uhat hrppaEd allt tlt. tohlk)t?

MT Next we had a teamwork esl.There were eight PeoPte rounda iable- aSain we were gnen a ba.kground sccnario with aprobleh to solve, d we had to dikuss together and come uPwth a solurion. In th€ room thee nere thre silent assessors his

INTERVIEWER Coi ltor giu tu ar i lea aJ h. votarir'1MT Y6. We were supposed to be the Board members of a conPmy,

dinssing ideas for how to imprcve L\e bnsin€ss. Each PeFonhad o pitch heir own idea, whj.h drey Save ou. For examPle,ewarding thc enploye€s in a difierenl way, bnnging a newproduct onto the ffiket, a loyally rhem€ for customeE, €tc. Atthe end you .ould onl)' choose one idea.

INTERVIEWER Tle sti.ni nrs.ssd/s r.r$, fl.. W,tat lolot think tlms thnt they uere Nkiiglar?

MT We[, comuication skills obviously - to see I you can exPlainyou ide6 .learl] md diktly and also listen to other peoPle and6k them Aood questions. Also to see i you .an iniu€nce otherpsple md convin e then that your ideas de nght.

INTERI/IEIVER was thm nhlthin& else ofter thnt?MI There wa one Laslexe(ne a report Miting exe4js€. Again

he wer€ given a ba.k8mmd sihEtion, and they g.ve us half an

hou to read it - it was guite lmgthy. Then we had rwo noxn torYnb a reporr based on the situation.INTERVIEWER wdt ins tht st@tidl this tifle?

MT We worted for a .ompany that wanted to move its offices, ardrye had to choos€ betwen ta o optios. One location was very

3 Interview with a management traineeMT= MandSefrent laiice

INTERVIEWER So,,4snrd, /or'r.Son,S o /l sa littlcnbort ot r \Petun.es al an rsscsstnat c 1t\'.

MT Yes.Many large companies sc assessmcnt ntres o *l*l .ndr e c . u i t n e w e m p l o ye e s . T n e y. r e m .i n l y u s e d t o . P e o P l e ih t h c i r

twenties, <ause reent graduates llhave vcry similarCVs an dso t's noteasy o choose he b€st c.ndidats.ln an assmentccnhethecohpany leally sees os youopelateara pcBonallevel,and thcycan spot pcoplc with future management otential.

INTERVIEWER OK,safst lell r rbart low o1u pnnicnl$cov.

MT I'm 27, and applied or a posirion {nhin a Sraduatemaragenenr rainee cheme or a IarE€, nt€mational DnPanyin the hospiraLity ector Th€ process tarred nlinq IiEt wnh anapplication form, and ihen with a seri6 of tsts - numerical t4ts,problem-solvnrS tesrs and so on. Aier rhat theP was a PeMnalitytesr, E ain dine. AIter passing ll the t€sts n.t s aitin8 a esdays Lretween each one, they did a sho.t telephone inten'i€wFinally, they asked ne to cone to the asment centre.

INIERVMER Whie uos the assesttrle"t eitft?MT lt wls in a hotel rbroad ad it lasted for hLo davs. The told

us tlait ihe IiEi day was ju$ ro meet ih€ oth€r people and touderstmd what was Eoin8 to happen, bur ol couR I 8uss€dthat the assessment would be8in lrom th€ moment I arrirGd.

TNTERVIEWER Hou no V teopk u.re.hos ta go 10,lE nss5,,.rl?

MT They told us that there s ere 3,800 cmdidat6 s ho had filldln1 dre nitial application fom, and of the 38 rLere nvired to the

INTERVIEWER Sa etaetl a1le 1 a hundte,l. A'1d nu nui oJ hoe i8ude the so4 to alfd n ab 10?

MT Berween en fld fifteen people.

INTERVIEI{IR OK. So dlk n1e htovgh tlE st.nd da1t, h. 6*$ilot

MT Yes. iEt h e $ @ retested for ou nmerical and prcblem-solving stills, md they also gave us some logi. tsts md llFof-lm8ua8e tests. They wdted to .h(k that it s s reallv s \ ho 15



LISTENING CRIPTS

erpsive, but ir ha.l goo.l inJrasirucrue, and the other l€ationwas ch€ap, but it was o1d md lacled some basic facilitis. Youhad to choose a lftatiory jutj , it, and also Sive sne Enflcialanalysis. The idea was to Mite emerhing that a rop mmaa€rcould read at a glance and male rhe final decision.

INTERVIEWER So hz tuhale do uas ury conqrelffiiw Ae ull 6the @fMtiondl intdti.u the lo.ktd at your nwEnal dtu| laglalskiLh,lorr i*apdsoul skilb, latr llevgewnt skills uith ttu.aiaml .hploy*, laur teantm*nq dbility, yaw turitins ability

INTERVMER Ahd lute lau suceslul?MT Ye r I d d s l l S o r t h o b N o d l h d r e o n e y e a . . h a i n i n E s t

montls in two difteMt .outries - and then I will be d a$rstantmanager md I can choo* where to work.

S rrack e4 lnterview with a s upply <hain managerSCM = supply chain manaEe

INTERVIEWIR OK,Andftr, Wr'r. gonl8 erykh to t dbollsttlplv.lkih

"nflagdnt,

SCM Yes, upply chain managehent s r revolution n the waythat we see ogisiics.lnstead fa companyjusthalingan intemaliocus, t has o have a di6t.omection wnh its supplieFand

INTERVIEWER So Siu ',t rn .Mn'pk al th. difatat co,qani.si1b|ftd n1 o tutply &ak.

SCM let's take n automobile ompany as an example. hey'llbuy a whole module ike the dashboard r the d@r frcm a firsltier supplier, nd this irst ier supplier will buy small parrs an dconPonents rom a *cond tierslpplie. Thiscompanywill intuu buy frem a raw materials upplier

INTERVMER 1tsor s like cotuplct ystun.

scM In fact, supply chain management as developed ecausc treduces onplexiry In the pasra carmanuiactuEr used o buya huge numberofcomponents nd then put rhem ogether tselfto nake all the modules needed n the car Ir was 'ery difficult omanage allthe pree$es and o maintain qualiry Now theyjusrbuy in the inished modules and assembl€ heh.

INTERVIEWER Hatu da6 jt t wrk ifl tcrtus oJ L\isti.s? Elgtyorc lnstu delnEr Nryatc.lse.

SCM Normatly the assemlrly plant h lftared in a low{ct courry,and dre supFliers to this pldt need to be ve.y cloe in orderto Put into practice Juscln-Tme' delivery So a little clust€r ofsuPpl'ers rows up a.ound h€ plnt.Itprcvida emploldent andalso sone skills rransfe to the low{osr .omtry

INTERVIEWER You'u n'dtioret) the no'ufactret (tuho s mtu itstah asenbht), dnd its supplies. Whoelse s i,mllEd?

SCM There are all the lo8Gtics partneB. You've 6oi tlE compdierespomible for trdsportinE md warehousin& md h*comp&ies could be involv€d ar any point beh{€n tusi tietsecond tier, manufacturer md dist ibutoa If we stict wirh ouexample ol the altomobile ind6try, then you .d ds indude thefinancial seni.es pioviders. r a .$rome. buys a car they mjdtwant @dit to h+ rhem to do thar, or rhey niSht wani to le*rathd than buy. Ths findcial Frices de Fovi<led by parhercompanjes, and in a way they are ptur of ihe supply chain.

INTERVIEWER It nret be oery diffcult to inte{ate ttu busiftss

op*ati.ns af nll the conpanies n\olud.SCM Ye, you'e right. We e IT to do that. We nt€gate ttE

hJomation system of alt ihe companis involved. l'm talkinEabout trackin8 the location of ireN in tr6it, abour shtrinEptuduction fo4@sts, about providing infomtion regardinE

tdni@l specificatioE, md many other drin8s. Over rec€ntyea thse have b€€n biE advances n L\is field oI iniegraring tI

INTERVIEWER I g1t8s hnt in the p6I safle al this b8h6sinlonnrtion rNtld ]ane ben considd.d erfdentinl.

SCM Y€. But ifs inportant. For empie, rhe more inJomarionthat a suppli€r has about tutm demdd, the less stock they need

INTERVTEWER mis nEnns hal lor aed o lary tenn relatiaflship uithyour sttptiqs. nnd they Ecane more ike prltne6.SCM Ex.ctly, And it's not just in te.m oI needin8 th€m to make

j6r-in-time deliven€r it's more than that. Io. €nmple, wework with them on doeloping new pro.lucts accordinS to our

INTERVIEWER So at ue re talked about he psttrft et.l oJ h{stryt chnin. whnt ntut the daloEtm .nd, fr.tu the nrntlretutt to

SCM Ys. Here il depends a lot on th€ relative power of thc twosids. Big distriburols are very powertul, md they can {or.ethe m,nlfactu€r to adoprjust-in-time methods ust as hemanulactuler orc6 the suppliers o do th€ same.

INTERVIETWER S. eiybotl Mnlf i6Fn irE, nll the My doui the

SCM You'rc ight. We call t a pull' sysrem. n modemmanufacturingall he busine$ actirity lighr down the chain spllled by cuslomerorde6. You onl)/ hakc what you necd oThe opporite, hc old w., is alled a push' sysrem Wirh pushsyslem you work on foEc.srs you manulacturc nd dist.ibuteon the basis f your IorRasts The prcdu.ts are ust here, eady-ma<le, aitinS o someone o bDy hem.

INTERVTEWER Brt locl)t s.rE pn s al thc s|pply ctnin st ll l@rk lik

SCM Yes, o be exaci, he parts of the chain hat work on a push

system E those where you can a.hieve economi€s fscale,11you can save money by @king a lot ofsomethin8 all nr one ime,lhen you Soahead and make t, according o your foe.ash. Youdon't wait until it's neded. But you must have a.curate orecasts,oth€Ris you make ioo much product and you waste money,

|NTERVIEWIR Eatliet yot Nd lhe a omabile nd$try as ott.xanryh on s@e41 aabiors - hou uitt$pEad ire th6e idns itt othn

SCM Supply chain @Sement was developed initialy in biggercompanies, especiariy those prcducing .a s ad white 8oods. Butnow it's u*d for aI mnuiactured consumer goods - c€ll phon€s,hprops, everythinA. D€[,Ior example, is very wel],tnown lor itsj6r-in+ine systems.

S rrack205 lnterview with a sales managerKAM = Key accost manaCer

INT€RVIEiVIR OK, cnfl o tell hE yaut iab title afld Ihi nd\stry lou

(AM Y4, m a k€y a.colnt franager md I work in a lighrinScompany Ou clienrs are tuge companies in rhe hotel md retanRtoF who e lmkinE ro eithef conshlct a new buildin8, oimovate an old one.

INTERIaIEWER whal is d kelt atount mnnaga?KAM Ils a ob on the eles side, but deaiing with large clients only,

The imponmr dients want one speciic pe6on as theii point ofconract iside a supplier company.

INTERVIEWIR OK, n uhat da yat do dunng o |- pnol aay?KAM Fi6t of all I bund or database of prcspe.ts. I use rhe

lnrpmel. new. pdpFh. maSrine-. et. rc ."" $ tu. h , onpdips



might have plans for new bundinSs. Then I conta.t ths, bytelephone or email, and try to gei d appoinhent to visit tlEmand male a sals pesotation.

INTERVIEIWR Afld tf the clid1t is ifitmled?

KAM Thm I get into a moie detailed conversation with themabout the specifi. prclect. Btrt the architect who is workinS for ttE.lidt is the real dedsion maker - the mhite.t has to be hvolvedat an early st gc. The building conhacior is also imPorrmr, butrh(y Lord|) louoq q hdt rhe dnnilRt.a\.. 5o we ute d *risof meetinSs with all the pnties involved, and if everything 8eswell, then we .m be6in to tal about the tjme s.hedde ior thchstalation, the price, ttLe waranty, and so on.

INTERVIEWER Htu is ort iob d4fetu1l ta th. htricnL den tat whnu ol a sates onsultikta

KAM W€ll,you. idea of a sales @5ultant s prcbably based nB2C,not B2B. n B2B he discus5ions r more comPlex ndmo€ t*hnical. With the rrchitftt we have o talk rbout ourmanlfactuiin8 prccess, quality, reLiabiLity, d o on. With theconhactor wc hav€ to talk about ease of install.iion, delivery andtiming. With the final client w€ har to talk about how [8hnn8cieates an identity fo thei hotel, or their rctail space, or thet

officcs how it helps o .Eate an mage.INTERVIEWER O( Cr, t.g. n.k.o d,. or m thntss .r {id erli.r?

INTERVIEWER li^|, ahout hc hlitial .nll to the dknt. Thnt s 4 .oltlcnll i1 othet u.rds hc lir,t hrtit dsk.d.br it,ostl 1\\t uroPla \ldo n ttu tihoneuithhl f". kconds. Hal da ar ttoP that hnpPeints?

KAM The irst pcrson you speak o is probably a sccetary He€,there arc hree hings, nst, yo have o nhed i.tely Sive hcimprcssion hat his call s about sonething mPortant. Yo sanlthe sc.retary o f@lthai if she doeshl dealwith yourcall, thenshemiSht 8ct nto tfouble. Tlen, you have o try to creale obe kindof feeling o. empathy with the persoh ery quick\L And 6nallyyou hale to get he naneof the person nside heconPany sh oyou leallywant. Sonetihes theKretary willPutyou thrcugh,othe tines takea m6sa8e. Butyounccd a naoe.

INTERVIEWER And ,hol yo, f,inlly gct ltouth to ht tight Pe6ot?KAM Our brand nahe opens doo6. Right at rhe start of the

conversation say he b.and Eme, with some Pride n my [email protected] are uslally prepared o istenbecause t the cnd ot tne da ythey do ned $ or one ol ou competitoF all buildints haleto have liShting, Ihen you have to Aet right to the Point. ln B2Bpeoplc. c really busy nd they don't like tif you w:sh rhei.

INTERVTEWER OK, let's Set o t e st,8a uhcrc Wt nrtuE nt thcitotlc6 o'it1 nut thdfl ,t pffian lor tha tst ti'| . wnt is nnpttnnt?

(AM You have to .reate m imnediate *carion of being b6hesslile, but also friendly and positive. Being friendly h inPortdtbecause you'e selling to a peen, not a company. I bring a nicbrchu€ as well as a premotioMl D\D to play on my laPtoP,and I put the br€huie on the desk to have somethinS tD refn to.Then I phy ft by ed. Sometims psple want a liftie mor€ sdialconversalon and relationship buildin8, other nmes less- fel itjntujtively. But I would say rhat I netuly always beSin by 6kingthem qrestjoE, for exmple about ho$ then bGimss is goinSYou wdt to give a mes8e that ]'ou at inteested in dreh, dd.hpr. bu.ne*. do )ou snl Lob€ d parl of Ll'er bEin6

INTERVIIWER Sa nat ro nrcll it ne tub oJn salesntur, nor ns n

(AM Yes, mo€ as a partner A Sood sal6 pe6d d@sn1 Sive theimpe$ion they .ie sellinS. They m th@ to lists ed ihm to

Sive their knowledSe md to Eive a swice.

fIsTENING sCRIPTs

INIERVIEWER AnA hM do ot dnl uith the stdn dtrl objetion thalthe nlread lDtk uith anotho lightiflg campany, dno :ha unPdny isoftinS n bettd pnce ot tuhatM?

(AM You have ro telieve in yolr prodlcts and ialk aboutrhem with a passion md comitmst. The clienl wil feel th]sim€diare\. But you don't 8et into a conveMrion about Pri.e. llyou ae saying tlEt your Prodrcts are the best, then it's a mistakero try to compete on Pdce. The best is never the cheaPesr' You talkabout qualiry abort imovation, about delivery Suarant€s, about*rvice levels, and also abour other satisfied dstome6. It's Eoodto have some tEhmonials we lEve them in the brochue.

INIERVIEWER OK, one nrl qtstion. Can at tell n'e l theft snn:/ tdtsi.n insid. Ww .ontpdt betueek Snles nd Pndrctiat? FordafltL, Wu tmisc theclient eliwt nt a cnlan tuM, but henPtutluctiot Kys tlnt the cnn't rnk the d'nts bv thnt tinE

(AM Y€s,you call Prcduction and say 'l hJvc this bi6 order nnd th€clientn@ds t in tendays'and Fredudion says t's mPossible Sothen I Eo dd sp€ak to Prcdrction in person and ky to Pcrsuad€them that my ordd is moe important thd all the othcrs. In the€nd yo have to nsc your ilduencing dd PesuadinS skills notjust wiih rhe client,but imide your own olganiz.tion as well

tf lra(k216 Intervi€w with a marketing directorMD = M.rk.tinE dn(lor

INTERVIEWER Tiddt/o.r. &trt fd . rnlki,S i,olr r..ldsr.Mrl@|,ti DtnaJth ort Pd:tt.tlt.t, pti...Pldca.rdtlto,totior,brl

Wn .nst sohc oJ ht dttails dr .rv nirswl.MD Thnfs ntht.INTERVIEWER Yor'd ctter egnt q aplni ntsthtl6t P,tlte

MD Sue.I manage he marketing otone p.rticular agrj.dural.hemical used or one parti.ular crop n one particulardeveloping.ountry Befon we tormulaled his chemical, we tist ran a rucusgrcupoffarme6, We as&ed hen what would bc theiridealprodlct in an ideal world.

INTERVIET{ER l\lhnt dn1 h.y sn ?MD They said rhat h€y wanted a conbined product which was

borh an ro{ticide and a fungicide, he dea oI. combinedpruduct wasa new con.ept n the market, and t.amc diectly

INTERVIEWER OK, 8Nd. Naa el| * 4 littk bit nbort vaw Pri.ingsttot gy, b.cn$e beliM it s qrite ,aunl.

MD Ycs.Again, we asked the lameE how they wouLd lile to Payin an ideal wo.ld. And they said that in an ideal wortd they wouldlike to pay not with money, but by aiving us some of thei ctoPs in

TNTERVIEWER Thnt s like the ol.l lnls - er.hnflging ane Ptudtcldircctly or anath.. luithort goiflg ltough uE mednttl aJ crsh

MD Exactly. For the fames it's a very aftradive $lution. They aregood at Ploducing the .rcps, but nol so good at commercializing

INTERVIEWER OK, but some kk p6ses o /o, becn$e tau thefl h|reb sell henops.you dE n chmtnnl.ampd/ selllng sricultur|lprcdt.E is tlol Wur btsir6.

MD We use comodiry Eaders who sell on the oten ]uket - wedon't sel omelves. Here's how it work. We 8o to the traders ed*y ihar we have a forecast of'x' bags of coPs from the ramers

for the next s€aen how much cd yotr pay? The traders Siveus

a pnce. Notice that ils aleadybetter for the famers because weca @ ou large volumes to 8et a better price than they couid itthey eld individual-v IEn, aJrer hat, ne deate a Price list forthe famers: for example one tilo8rd of olr Product tor one bag 1



LISTEI\IINGSCRIPTs

ol crcps. The fam* deide how much of otr prcduc. ihey wanr,md they si8n a.ontract with 6. When dre crop C ready, rheydeliver it to rhe trader not to us, dd th€ rrader paF 6. We n*erger nvolv€d in *1iin8 rhe tups on the mffker That rist pos tothe rra.ler but they know then blsinss.

INIERVIElER OK.Sou u n ered odrct,w De u,e@ pt,.e.xatu pLue tell us a little bit about ptae, ht atht @tds lhe dkttibutiat

MD Yes. We have se8nhtation in the marketacording ro the sizeof the fa.m. W€ have bi& medilm md small grcwers, and we tare

a differenr approach with each egmenr. Wirh the bi8 farmeB weuse a B2B appruach. We have a key accobr manager iGide olrcompany so that the famer can pi.k up rhe phone md ialk ro onepeson, Ihe neSotiarion s usr about price. With the medium-sizefarmers it's difturunt. We sdd a s,ls .ep to visir then fam, butin lact this kjnd of sles rep is also an aAri.ultural cotudrdt.T1re eps have a science b.ckgrcud - rhey e aSrcnohjsrs.Th€ larmes really rppKiare this technical support, and ou.competitors don't otfer it. The lar8esize fa.hers don,t nedthis tshnical suppDrt ecause hey have heir own agononists

INTER 'IEI{ER Andttunh t'annns?MD The ehall fa.mels don,t get rehnicat suppod. They jusrordcr their chemicals ipctly fiom a distriburor who delivcE theprodrct to thch. We suppl),the distriburor.nd pay them o 80round the arms doing rhe detiverica. he diskiburor can also goto thc mediuh and arSc rrms, orsonetimes wc do thardiRtty- ro.example he s.les rep on take he product.

INTERVIEWER So kn"\\tr

.1nni6 hdrd b.htcr ttt lannaE n1d

MD Etactly.lfyou rehcmber ron betoe, rhe ames pay for their.hcmicals uith bags of crcps detivered o the commodity r.rdes.The dishibutos are paid by us, out ofrhe money hat we Eer rcmtheconmodity tladers. i's a win-win parrne$hip betwftn us,distriburof, amrer and radei

INTERVIEWER oK, thet s on. fndl,p t.Jt:ptu"totion. lhitk tttot

I he ntost nxa9t i hg af nll,MD Yes, n our marter the mass nedia is ess nportant, b<a e

tarmes dontwatch so much TV and anyway her.,s a lororcompetition or TV spots. o we decided o be Ealty rnnovahre.We've mlde a movie exactty he sanc as n the cinena wrthsome br8-name stars - and wc invire the fam€6 ro come tothe cinema to see t. It's a 3D movie. We oryanize bu*s ro takelFc dr*e . s o t l F c ' n c r a . d n d h e n r h n , h c y a r n v e . w e A i r ethem some lopcorn and a beea You havc to Member rhat th*iaheB rarely go to rhe cineha.

INTERVIEWIRArd annt it thelhn about? Wnt s th. story?MD Il starts wirn a flying saucer Ir lands in ou ounry du $n.

alietr appear Tne leal far(ers srart askin8 rhe aliens querioE,and the aliere rake rhe farmets to ihejr plmet. When they Eerto the planet, L\ey find ihat the alies se.l ro have the smePrcblems with iheir crcps 4 rhe farmers are having righr now

INTERVIEWER And of cor6e tha alids hau sot.ed hzn ptubletus

MD Of cousel How did you Euss? Bur yo shoul.l s@ rhe aliens,€yein 3D ir's rea]1y anazinEl

F Track 27 Interview with a finance dire<torFD = Fhanc€ dnEbr

INTER\,aIEI,V'ER I think t Mutd be ntd.stiry ta kiao hnu the ftdheftrLtim is ditiled q inside ttrye compn t. T. n fton busnes,posot, fnnnce is sonehou nore nlsteiaus thor Snles r Ma*.tikg ol

FD Well, I'[ do my b€st. I thint my compmy is quite t]?icalmd I .d desc.ibe how ir wo.ks. i am the linance Drecror andI have thR manageF leporring to me, each wirh a differenrea of ftsposibilily fte nst area s the treasury ihe second saccountin& md the third is bud8ering and ptaming.

INTERVIEWIR OK, kt\ tatu tho oR try one,FD The Teasurer is esporeible fo. cash and cash low He has a

snall team that arc respoNibl. for accounts payable and accolntsNeivable, so they make payments to suppliers and coUecrrrcm dstomerg The Treasurer s .lso the point of @nrad insidclhe cofrpany foi ou banks, dd they tatk roSether abour ouoverdraft aciliry, r altern.nv€ly how to ger he best nteresr aleon any spare ash ha s . vailable. hese ays hcre s alsoquitealotofdiscu$ion about specia financi. itutruments hat he bank

INTERVIEWIR wtnt Wi o/ hsi'rktt,l?FD Fo. example, erivarive to swap variabte nteFsr ratcs nto

iixed ntelest at€s rhrt minimiT.es ur risk f we take out a tong-

INTERVIEWER OK. Nclt is nccorhtittg.FD we have a Chier Ac.ounring Of(icer who,s nsponsible for

PFPa.ing he accounts, o th.r,s he ncome ratehent an.t cashnow statemenr n a quarrerty nd annualbasis, nd rhe balanceshel iust annually.Ihe nosr ihportant rhing or he. s to plepareeveryihint for the.Mual€porr, whi.h we have a statutory dury

to provide becau* we're a public company he ac.ouniinE ea nalso pFpares the invoices ro end to customeF, and pro.ess theinvoices h.r we rcc.ive tom supptieF.

INTERVIEWER Ri9ht. And the htrtt oni?FD Fin.lly we h.ve a linancial Conrroltef who,s reponslbte

rof inie@l au<liiint, budgedng and financiat plannin8. Ilispeaon meives aU rhe key indjcators relating ro cosrs, ncome,p@ttabiliry etJi.i€nc, etc tuom Prcduction, purchasing an.l Sales- ud using the* fiEur6 he prepaes a wet<ly reporr for orher@gers ihJoughour lhe company,

INTERVTEWER By bEtseting dolat eon etitt rtu DMg.t, or/,okntg at haD the btdget is rce.l?

FD I me& the laner - rhe conhol asped of budgerin8. So, ookingat th€ variance berwM ttE planned budger and L\e actlat budgettor a[ rhe costs ol th. company The firsr type of bud8ering- deiding how much noney each departmst ne€ds md canspend in the tutu€ - is done by all the manageG toEeiher as paftoI tne wider busins plan. Thar's an muat prftess md it has torelate to rhe ove.al srategy of rhe compm]r

INTERVIEWER Sathehn cklb db is the pdson tuho EnttundeEtardsuhnt n hnppding in the @npdn dn Ly day.

FD Yes, f d activity is Eoing over budSet we n@d ro knowirDEdiately. We have ro take adion ro rectity ihe situarion.

INTERLIEWER Right. Cd I j|st go bdck o enething? yo saidrtat the rensury ans Eqonsibte for rcco|nts Wyabte and ncnunts

teeiuble, b tlE accotng depattmdt tuns mpouibte lor inaiciflg.Thtt yd's strnage bemtse n nry minn I nsso.iate ccounts ecei,able

FD Well, invoicing is a ptrrely administ arive prccs mvors aeg{erated auromaticall), by ou IT sysiem. invoicing is imporrdt



for keeping the books, jusr like puchases md ordeF, and sodr€s thin8s come mde. the contrci of th€ a.codts ofne. Bulaccomts recivable is a more hmm md lrmagdial PrG6s- a cedit conhoner miSht n@d to telePhone a astomer aboutd outstanding bill, send them a renind€r deal with bad debrs,md so on. ll's the flow ol cash nto dre compd, and so rt .omesrd- dr" rd.ut. n .not;u'l d ddrmi.hcti\e $in8.

INTERVMER OK so let the th& oteds. Nou ut&t about you thcFindnce DiEetor Do

)touhnre afl:t spec$c rspofsibiliti6 thtt orc nal

cau4d b the hte pcopb rnd( vou?FD Yes, good qlesnon. Besides managing rhese three people and

trking nny mportnnt 6n.ncir1 ssucs o he senior mmagementteam,I also h.ve responsibility or corporat€ ovemn e.50l'm the onewho calls he shareholdeB' meetin8s md tak6 th eminutes of those meernrSs, dd I'm the one s ho work cl@llwith the external auditors. And iI there's a very big prcject to befituced, then I'll speak to th€ banks rather than thc'tFasuer

INTERVIEWER Crcat. thntk the on\ thilg ltar hatdit ,tentionul so

fdr n tt and rxplonniq.FD The Chief Accounting Officer h.s ro prcp.re ihe tax rutuns, an.l

sonaturally h.tpeson isvery invoived n tax plaminS, Blt this

isn complei.rca and we often u* exrem.l consultantslo help us ,.nd in th.tcasc I wonld Scrinvollcd assell.

INTERVIEWER And"1 ndl qucstio'ls this: h I i th. or. tl' 'tE thnl

tuu|tlnnka:taut iJ. usiernnd llol uar to b. ai.llrltun1vorr

D That's easy, l1 inancial djrectoG ufler ion intomationoverload. Elery day and every sccl we wcolumns and.ollmnsof figures, with lots ol indicators, nd buricd dePwithinthosecolumns herc rc somc small pises of inforhation that aei m p o r t a n t . B u t th i s i n f $ m a t ( r n c. n b c v e r y d i f f ic u l t t o s p o l . T h ech.llcnEc s to reduce he amount of information oming in to us,to illcr ou the back8round oisc, r thai we * just a summaryand we can ocus on the eal preblems nd the bi$erpictue.

S rra(k 2l8 Interview with a human resources irectorHRD = Human resources iretor

INTERVMER I ktutu that a, @rk in Hlrnn Resov.6 ht"

lor4lafic. ol a tdry. Anl.ticrr load o,tpn,u

HRD That's ight,INTERVIEWER Cat ar tcll t'e ntl. bort tlttHRlntttior ,t Wl

HRD Yes. Theie are about 200 people in our ollice in total, andof those, hee are our of us n HR. Each peBon has heir os'nresporeibilties. So ther is one peEon ior conpensation andben€fits, one persn in chaige oI trainin8, one iunio. pe6onlor administraiion, ard then me I'm the HR dnetor I IdEespecially on r€cruihnent I have to d€relop and implemenr allthe prccedues, policies and initiatives.

INTERVMER Do that pahi.s cort Jra"r h.dtl oJld il the US?HRD Yes, most of them. We have to inh'oduce rhem ldalllt

sometimes adalting them, according to our las s.INTERVIEWIR Cnfl ,eu giu ,tr d' da'npk of ow pali.y or pttrdu4

uhnh .ane Jnrn had afre ann uhnh ans diff.ult to afupt o lotl

HRD Foi instmc€ in ou comtry it's very.liffiolt to d6misssomeone. Now my cohpmy is ery fan, but it s also very srrict

with poor pedomds. In the US there d ta€ets to m@l ddobjectives o achieve orall sployq, and lrou N a pmrperfomer yo @n stay 'n the companv for mai:be r$ o res, butno nore. ln my colntry things don't wo.k lile tnai. Ou larvsdonl allow us to dismjss someone foi p@r p€rrnlmce alone.

LISTENIN6SCRIPTS

tNTlR 1Et, R At th@ nfl othd dnnpl6?

HRD Another erample is equal oploirsities. Head of6ce hasasked ne to develop a diveEity sirategy - ihai's very imPortantin the States and we are foosinS tusr on Eend€r md th€n ona8e. we donl tradinonally thinl about invesrin8 in older leolle- r l e r e n J n d ) l ' l e d L r d 8 e p h r d . B u t L u r c p e r. a 1 d 8 m 8pDpulation fld we will need more older peoPle nside comPanies.

INTERVIEWER lfiat nrc y.u daing $ ftldtion to gehder? HaL nt yattryit\ to ottn.t nnd rchnt t@htd n1

lotrorganizatim?

HRD We oller ienbb hous, part-t1me working for mohersrtlming to work, a f.e kindeigarten - th.r kind of thing,

INTIRVIETWER A kinddgarlot is at iflportaflt d?.ision. WithcltiLlcot thet s d 'tancial eost vor hdtt to s.t ut a spe.inl nahl,oryniize aotl eery dn:/,f'111and pa a qnt iftcdp.rsan h ru it . ..

HRD We tried to sei up a khder8alt€n last yeu, with the backingof hcad otric.. Thc firsrploblemwas hat we ody have. te wwomen hele rvith babies of the right age to us€ it, and then th€re islhe problem ol ourlocation, We re half an holr's drive outside hccily centre md the mothe$ had b b ng the b.bies here and ta kcthem back again, with the babies ryinS n rhe back s€atof hc ca rin the ush houi It was very difficrlt.

INTERVIEWER Practieal pnbl.ms.HRD Yes, I have o be honcst and say hat he wonen prcfcrrcd

to leave henchilden athomc in our cultue the Slandmorhe.oftcn ooks.ftcr th.child du.inS he dat Brt whar th. mothers.'m mu. h mom nicFsted In s worlti(c balince- hdv,nE moGlimc working out of the otfice.

INTERVIEWER Ard n'lnl ii lan ryUry h.n?

HRD we encolrage mothers o work trom homc one day o wcck,.nd $ealso have a conh.ct whcro hey canworkslightly flwerhouE forsljghtly lss money, ut the), can Sohomeearly and Pickup thechildren rum school Th.t's vcry PoP{lai In factwc findthat rhese women man.Aerheirtide vcry well,.nd domorco.

less he$me amount ol work as eleryone.lse.INTERVIEWER OK.lttkt ue lir\h, co, tu. eou. bt.k tu lht issr( apttotta ca atlttnc llor neitia,ed ea i.t? Yor srid thdt PaaPle nr't be.liruirsad at p@t pcthn@ ce,sottdu oyar mirtrs. pethrnnrc?

HRD Thoway' Fi6t, compe sa ion s based n a hrcc-waylormula. TheE's a fted pa. o thesalary, he biggest art, but thcnrhere s also a part thar d€pends on conpany performance, anda parr that depends n individual perfolman.c. Sowe motivatcpeople drou8h pay. The othe. way to nanage pellormance Nthfttrgh ou appraisal lNess. Eve.y year he ine manager m€tswith the employ€ to eview then Pelfornance, nd he out.oneof that meting is an ndividu.l dev.lopmenr plan

INTERVIEWIR ht@ltn 8 en.hn$ dd trdinin&?

HRD Yes, hc big thing right now is innuencing skills. The ajmis to help peple in their ereryday worting relationships. You\ n o w w e l ' " v p l o h o r l n d l u g h p F * u h . m o d e m b L - i n p \ \€nvioment, to have contact with people in other deparLnents, iowork in cross-fudional tem, and much hore. In oider to do allihG we haye to i.rluence other people all the time, to obtain theirhelp md then a6im€nt.

INTERVIEWIR Btt ean his be ninetl? l'fl Dery l\bio,s. Suttly it

Itst cofust inst 1. h. pnto", at it's sanething hat daelaps @ithtit' .1Viiq@ Crn Jlot netnl\ increae sa"Eane's nlr.ncitg skitts bsdding th o, a cot\e?

HRD In ny opinion, yes. Particrnarly tluough roieplay, and alsoelyzing ce studies of what someone did in a part(ulaisirurion in telm of then behaviour, and why they 8ot or didn't

6et dre resdt th€y $.mted. You have to invite people to reflect ondr6e rhinEs. I rhi.t it cm male a differen.e.



Answer keyI The economy

I drves 2 dereguation slbsidies 4 qlotas 5triffs6 conslraned 7 iqudq/ 8 bubbles 9 underlyingl0 different s 11 prosperty 12 lieracy

I consumer pendng 2 lree movemenl f capita3 grow,lh ndcontraction 4 | te expeclancy 5 open bo.de66 standard i livinq 7 env onmentaldama ge8 goods nds€tuces 9 inte€st ates l0 cheap redit11 socialmobi y 12 ufderlying trength

I corsumer pending 2 ch€ap edt 3 standard i iving4 gro\4th ndcontra.tion 5 nlerest ales 6 unde.lyinq renglh

I on he verge t slall g 2 sump 3 boostng 4 theFed5 rouqhy

2 The business cycle

a 1anlpiLrrn 2 expansion 3 adownturn 4 contaclionb Ia(ove- 2 pealr I r rdow. , borrom\

r b 2 d 3 c 4 a 5 e 6 h 7 f 8 9 9 j t 0 i

I ow/pcksup 2 end 1urning own 3 bond/l ixed4 rnore xpensve/coos 5 contract/Gcession 6 antcpate7 beiore 8 b l/ bul sh

1 polcymake6 2 new bonowing 3 side,effeds 4laxcurs5 govefnment ebl 6 abour market

3 International tradeExerclse .11 ecofomes r scale 2 on yourbehal 3 wa.ranty4 warehouse 5 expertis e 6 trademark 7 fee 8 royalb/9 invoce 10 bi ofladifgErer.lse .2I t;ke adlantage f anyunderused apacty2 rcy on ust your omenk market

4 act on somebodys eh.lf5 estab h a presencen. fore n marker6 keep ourown ega denlity7 hande he exchanqe f doclments8 pay c.ordng o the erms f the contract

1 Cash-in-advan.e Letter f credit 3 Do.lmeniary oll{tion4 Open ccount 5 Consignment urchase

1 customs 2 handlng 3 premiset 4 truck 5 oading6 treiqht 7 documentaton 8 transit 9 ierminal

4 Sefting up and growing a businessExercise4.l' edg" 2 bacLers r roilderd 4 Fg:lenrry 5 Involc66 pilng Lp 7 tornover 8 a qoing oncern 9 acquisitions10 horouqhy 11 nickngwith 12 a*economy13 reghbourhood 14 seed money 15 oyalty 16 complacency

1 achieve c ll.almass 2 wait or nvoi.esto e paid3 grow or shink year by year 4 €mpoy more naff5 spota gap n he market 6 take . the risk f the busne$ a ing/ bnT In arruqe mour ol Torey 8 elLe c arow11 rse9 enend ine oi credit l0 90 pubicll groworganicaly r by acquisit ns12 s€llthe usiness sa going oncern

1 overcxpard 2 undercut 3 LndeDerfo rm 4 overtake5 overupend 6 u.dercharge 7 overde 8 under€stimat e

1 outlet 2 fee 3 fulli 4 nandards 5 running

5 Company ttrpeg and corporate governance

1 debl/liabilities 2 owner proprielor 3 share/dvd€ shdeholde ,loc\rcber 5tdlenolder 5 rd,vden.l/^ 1'I

1 lully 2 legaly 3 pe6onaly 4 potentially 5 hord

1 oveuee 2 aud ols 3 dvdeid 4 nake 5 ini€grq

I lmited iabiliry 2 det led egslation 3 leqalentity4 non-profit rganiz;l n

I CheI Executile fflcef 2 Annua GeneralMeel gI Publc imiled ompany 4 Limited iabilly ompany

6 Global is5ues or lh€ 21st century

1 geopolitical llue.ce 2 dmate ch.ige 3 gobalwarmng4 suslainabe roMh 5 pe.k oi 5 gfeen criv ts7 m.jor bartlelield I living andards 9 pfklig powe.10 d€.lining inh..re 11 knowledge orke.12 environmental pact

1 be shod ol resources 2 be hungrylor esources3 be . short upply 4 have common sian ufiencys ceoilin dollaE 6 .ccose meon€ of hypocrisy7 in hecom,ng ecades 8 tor he or€seeab J 1uret holda virlualmeelinq 10 have ccess oword markets

I valLe-lormorey 7 loyahy I aea. e, 4 Frdi- r qerd€r6 sLslalnable 7 bad ash 8 sourcing

1 waming destrlclion threaten q2 act sts lnfluential/ nvnonmenlaI engineering.ontrovers ll gbu4h prcduction4 economic/indun lizarionstrengths weaknesses

I sia.dards 2p.cpies 3 povedy 4 access 5 gender6 plemium 7 sobsidy I oveprodlction



7 Management styles and qualities

1 authortaria n 2 demandig 3 .onsensual 4 co.chinq5 mentoring 6 lason 7 hierarchcal 8 pro.ctive9 consclentiols 0 thorough 11 detemined 12 serba.k

1 bLreauoatic 2 decenrfaized unco{perative unhelp{ul4 uncoord ated 5 ndKt 6 infexible/ rigid 7 handron8 dislron-"n 9 rationa l0 careless 1l diso.gan ized messy12 rcaxed/calm 13 unsupportive 14 bottom p 15 unclear

1 exceed n 1a 2 fa short fl annual 3 implemenl th€eyear4 sheve/ onqterm s rased compexExercise .5objectver a scheduler c budget 3b

1 set overal 2 si.kto/tight 3 submii/draft

I stressed 2 nflex le handson 4 messy 5 bureauoatic

1 lack isonaid falto show eadeEhip 2 knowwhere oustand3 work on yourownaid be sell'moivated 4 iake he nitiallve5 keep p o date withdevelopments the ield 6 give eedback nan approprate ay 7 re.over uick aftera setback 8 ranslategenera ratesy ntospecifk bjectives

1 issling 2 9u ding 3 pogresr 4 run.ing 5 carryoul6 breathing 7 report ack 8 le€dback

8 Organizing time and work

1 ahead wofflow / chad sl ckers guidel es prioritizechal nges lace meet stimLrting rewardings€nse achrevement2 workoad papeMo* time{onsum g behiid deadlinestressed ut short-cuts c rcumstances eyond i.€me qu ck didyExerciee .2I sp€nd 2 find 3 run out of 4 alow 5 put n 6 waste

1 budgel 2 compelencies

I constraints 2 tacke 3 brief 4 be nlhe oop 5 snaq6 i guring llErcrdse .5t should e'the p€6on esponsibLe'

9 Planning and selting obiectives

I ncleholdea 2 Lor 'rgency a1 3 ds rrpLron4 lrends 5 leqislation 6 hqhllghts 7 pldnl 8 largetr9 going o^rard l0 lorecasl

1 mplemeni 2 acheve 3 met 4 make 5 .ea.h

Exerdse .3target : b plan3a ss e:2c

10 Leading and motivating

1 trom s.rat.h 2 rhe b9 pictore 3 role5 intution 6 empowering 7 trustworthy

2 /

1 positiveedback roh yourboss 2 negat e experiences ithcolleagles 3 sense f achi€vement 4 lack f recogniton5 company olitics 6 physica nvirorment 7 task-orent€dbusine$ odd 8 financial eward

1 a) leading ) leader ) leadelship

2 a) motiv:iing ) demotivatedI .) managing ) unmanageable4 a) elsfacton b) lnrtirfactory5 a) analrtical ) analyss

I achieve 2 assertveness acknowledged 4 buzz 5 moan

1l Insuran(e and risk management

1 prudenl 2 liabiily 3 sue 4 ndemnity 5 vandalsm6 a wards anrages 7 excluson laus€s 8 ren€walnotice9 payout 10 compensal n 11 bad debi 12 complance

1 be ega lly bl€ed 0 do something 2 tryto prove eglg€nce3 awad damages 4 be iable or he difiere.ce5 take out an nsurance oicy 6 take on roo much sk7 be senr renewalnotice 8 ch€ck he smalplnt

' drspute 2 rc,ecr I oorer c 4 dod 5 mrlr- 7e

1 on 2 ior 3 lak€olt 4 againn/ up 10 5 tor6 oi 7 made/ tor 8 to/from 9 at lof berg

Ercr.iie 1i.5

ANSWERKEY

1 exposureo risk 2 risk ssessments contingenry lan4 escalation rocedure 5 remeda cton 6 dam.ge mitation

12 Manufacturing and engineeringr rawh.leras 2 rusl 3 ble-co ar 4 unions 5 oltdated6 inveniory 7 (ope 8 bcakdown 9 dams l0 devices11 dEposal r2 embedd€d

I maspoducron 2 well-paidlob 3 heavy ndunry4 core oncepls 5 continuous mprovement 6 wde scope7 residenUa uildings 8 consnenlqually

1 machinery equipmenr 2 process pro.edure

analyze/ xami.e go overconstruci assemble plr iogetherdetermineestablish findouiimplement/ ul .to operaton/car ry utmonnor/ uperuEe keep n eye neLiminate/enove get dofevallate asess weigh upmanage/runbe n charge irep.irl ix pLrback nioworking rdersimu te replicate modelfhe vefts in the thid colunn are nare infornal.

1 morld 2 €liabiity 3 slm 4 upgrade 5 worklorce6 upandrunning 7 economiesof(ae r5k



ANSWERKEY

13 Inside a factory

I plart 2 fitt€6 3 -wise 4 shilt 5 dir.repancier 6 lacitily7 ta ored A throughput 9 rolrngoif tO idte ii wearand

I long 2 wide 3 hiqh 4length 5 width 6 hetght7 cross-section sqlare 9 weighs tO rou nded p

1 run out 2 snap fl blln 4 work oose s beiammed

l4 Procurerrent and purchasing

I qLotalon 2 track ecord 3tas 4 delvery 5 backhander6 colluloi 7 tendering 8 nvoices 9 back-office10 undertake 1r synergy 12 drawbacks

I qlolatron quote 2 eimar€ 3 proposa 4 tender

proc reme.r sourc 9 + p rcharng

1 oiishore 2 onshore 3 nearshore

I i" group pple,) Ne/prep&€provde/subm,r2".9rolp(cusromenai orlgel /accept

2 1 grolp Glpp ed drawup make pur oMard oultne submir2'r group costomer) ccepl consider reje.t

3 l " groupGLrpplier)d for submir put n win2dd foup customer) vite/put omeihinq ul o/annou.ce/

4 l" group ey arge ead'.g major pnnc a2_c oLpen"ra / 'o ergr oLlrde oreaea\ / ot ts lore

5 l" group engrhy/prctr.ded/protofged2"0group ns ccesrful fruitlessunproducrive

15 Supply chain management and logistics1 lpnrearn 2 dowfsteam 3 batches 4 warehouses5 distribltion entres 6 rhird arry ogisticsrdtdeB 7 flagup8 boitlenecks 9 nbound t0 merchandise l uitoadingi2 hubandspoke 13 pal lets t4 fork l r rrucks t5 rfack16 stacked p 17 raie6 18 pick-and-pack

I cargo 2 lreqht

I slpply hain 2 finished oods 3 final unomer4 ogncs provider 5 dnributon ch.nnel 6 foMarding qent

1 Ensuring 2 fore.astng 3 handling 4 batancnq 5 Lrnkrng6 Seectng 7 Neqotating 8 Wareholsing

16 L€an production

1 delime 2 flow 3 defecis 4 .ework 5 eriofproofinq6 delvered 7 eadume 8 manpower 9 .oemental0 shine 11 tools 12 storaqe oxes

1 add va e 2 be wllinq io pay or someihing 3 deliver arts4 pl-trare rdnp 5 -c.4 tr6.omelhrlo doa.n- rppen dqdin6 perform a task 7 aitach a kanban ard o an iiem8 cean up the equipmeni o thar r shines 9 erotspDof a sysiem10 hande mateials 1t minimize nventory

12 optmize he Jlow of marertals

I indunrial economy/ roductve 2 anatys mp.ovemenrs3 waneful/ exceeded 4 de very/assembty

I bon'er, | 2 shcpe r nr:Bhr 4 ro ar.emote,5 synchronlzation bran.h 7 custom ed'17 Quality

1 features 2 durabillly 3 conformanceo reqLrrem€nis4 sampling 5 spot hecks 6 wane 7 framework8 resllts rienlanon 9 iad 10 cyceimesll designjoFmanufactlre 2 rlpp ier capabity suryeys13 scrap 14 podocr ecats

I outslanding 2 vdiable 3 iferor 4 poor 5 ensure6 enhance 7 specit 8 moiitor

1 random amplinq 2 spot hecks 3 z€ro eiecrs4 rght16ltme 5 results riental n 6 cont nuous mprovemenr7 employeenvov€m€nr 8 .ycte me 9 wairanry t.ims

I pedormance/besl class 2 parameter vary rom he norm3 comp ance cenitied 4 mark/spois he appearances metodology elininaling elecrs 6 mear .€s rhroughoutbusiness 7 predct/lewer murak€t 8 waiianly taims mprove

18 Sales

1 fancy 2 laio.made 3 rappo( 4 competirve dvanlage5 ript 6 jargon 7 knocking 8 acknowtedgeExer<i5e 8.2r a 2 l 3 c 4 9 s e 6 d 7 h 8 b

1 d 2 c 3 a 4 b 5 e 6 9 7 l

1 90 ahead 2 up and.linng 3 knock 4 tatest 5 on sae6 lorsale 7 volunres 8 accolnls or

19 Customer setvice

I loqged 2 reief pwafds 3 commrtments4 bulk purchase s lyer

1 lollow p a plrchalewith a quck call 2 provrdeafy€finside very adage be pa$ed ftom pe6on to pe6on4 make specil commih€nrs 5 include tfe-ime glaranree6 l o q d e i a l s o n a C R M s y n e m 7 € s n r h e u rg e l o a r s u e8 acknowledge ny nconvenence aused

1 an nitial nquiry 2 inlormation 3 a qlotation4 the quotaton 5 an order 6 rhe order 7 an nvoice withthe qoods) 8 the payment 9 a .omp a nt 10 the prob m

I body osture 2 channel fcomnun arion 3 com.non round4 on s.reen nlormaUon 5 prelercd usromers6 prsales enqliry 7 buk pur.hase iscount8 mo ney ack uarantee 9 satisfacron Lrtoey jO wairanry taim

1 waiianty/graEntee 2 FreqLenttyAskedlesrons

I satisfa.tion 2 oyalty 3 leedback 4 suto€y 5 expefence6 expectaions 7 profile 8 requiremenrs



Al'lsWEB EY

20 Markets and marketihgExercire0.11 segmenls 2 gender 3 peeu 4 purchasinq5 patterns f demaid 6 reps 7 target I feasible9 price oinis 10 nchemarket 11 catalyst 12 eatures13 aber 14 elanci9 of demandExercise 0.21 marketnq 2 promotion 3 advertising 4 plbliciv

market orces ieader price sector sharema.keting geng campaiqn mix strategy tool

1 markel orces 2 markeingmx 3 market hare

1 e 2 b 3 c 4 h 5 9 6 a 7 d 8 t

brea( nior enler open up penetraretat€ o €. captLre corne. dominalebe orced ut of be driven ul oflwithdraw iom

2t Produd

1 compimentary 2 €nhanced 3 catchy 4 swit.hExerdse 1.21 image 2 manager 3 leader 4 loya y 5 equity6 sl.etching 7 ass ocation 8 awarenessEx€rcbe 1.31 brand warenes 2 br€od tretching

I exclusive uxury/upmarkel/ pscale2 economy valueJor-money tradtional4 ben-sel 9/favourte/ eadlig 5 wellknownExercise l.s1 nnovative 2lulyaulomatc 3 blilt-in 4 podable

5 compact 6 rechargeable wefmade 8 state'ot_the -6rt9 nregrated 10 adjust le rl easytocean 12 oplDnal13 energy-effici€nt 4 economka 15 reqc ed16 environm€ntalyrendly t7 reliabl€ 18 availabLen a range19 hgh-pedo.mance 20 waterprool 21 highrech22 shock-absode ,rt 3 hard'weaing 24 nandard 2s stylish26 imited 27 user-frendly 28 ong-lanng29 expafdable 30 one-touchExercire 1.6l d 2 c 3 b 4 a

22 Distribution (pla.e)Exercise 2.11 fee 2 retalloltets 3 mass overage 4 settle or 5layout6 decor 7 keep g pace ith 8 ddves owi

I conven nce tore 2 corner hop 3 E-tailer 4 $&ality store5 supermarket 6 department tore 7 cash nd carry

Exer.ise 2,31 mark p 2 margn

1 siqnaqe 2 tag 3 medandse 4 qarment 5 dwice6 checkoui 7 fornshin gs 8 mxand math

23 PromotionExercB€ 3.11 billboads 2 sponso6hip 3 coverage 4 pre$ kit 5 stlnts6 goodwill 7 philanthopy 8 convergence tracking]O GPS

1 bujld wareness l a new produa( 2 n muate €mand yofieinqai.eet al 3 t.ke an ntia concept hrouqh o th€ raadvertisement place r ad n h€ media 5 issue news elease

6 kep i n contact irh cunome6 7 m onitor ow consume6respond oadvertisements push argeted ds o a mobile eviceExeRite23.31 placed pubLishedput/ ranltook oui 2 caried pubished ran

1 conlgt 2 coupon 3 dscolnl 4 fre€ ample 5 f ree rial6 free poduct 7 loyalty rogram 8 perona appearance

1 advertising 2 sales romotions 3 PR 4 peEona elLng

24 Pri.e

1 adjunable 2 relenue 3 mBs ri on 4 cove65 gain hold 6 consistency lrck 8 charge orem m9 ma L,p 10 ound number 1l blnde 12 nc€nlves

1 lose alesand alkel hae 2 take everaliacloru ntoconsideration requre minimum etLrrnny4 coverlhe otts withsales evenue 5 9a n a hod n a new ma(et6 position ouGelf r he high€ndol the market 7 set he rap.ice hai he end user ays 8 selbeow cost o altra.t .uslomer

r prompl 2 scae/passed n 3 chani€ 4 sack saes

increase raise put uplowe,/cut /bing ownsel €nablsh delerminen€gotrate a.i e.i / settle ncalcularefigure ul wo.kout

r high excessiv€exorbitant inl aled 2 low/bargain budget/ reduced 3 good .ttractive lair reasonable 4 retaiL/lisl

1 set 2 held down 3 were orced o raise4 Eceived omplainls;bout 5 matched 6 uodercut7 re-thought 8 dop 9 freeze 10 agreed o

25 Marketing managemenl

1 coc competencies 2 threals 3 suruey 4 questionna e5 qualitalive 6 focus roups 7 competitive dvantages8 screening 9 breakeven oint l0 beta eninq 11 prototype

1 .ost structu.e 2 produ.t ine 3 core cornpetenoes4 bargaining ower 5 quantitativeesearch 6 locus roup7 customer ase a competitive dvantage9 concept @elopment l0 breakeven oint 11 beta en12 technicalmplementation

1 competitivedvantage 2 barqairrng ower

3 coe competencies .oncept eve pment5 locusgroup 6 te.hnical mplementain

t6



ANSWEB KEY

1 ook owards 2 gain 3 trealwirh 4 crry oul

I de5ior mdrlLaue LaJlCh 4 .el 5 rogrddF

I suggen he need or 2 put money to 3 ca.ry ot4 seethel imtatonsof cutbackor 6 abandon

26 Inaome slatement

I revenue 2 profit th€ ndirect.osis f s€ting p@duct ndrunninghe oif ce 4 in d fferenl lacet 5 amorlzaton 6 gross

1 Conofgoodssod 2 EBT Income axes 4 Dividends

I tiscal 2 ranqbea$ers 3 nterptay

I fvest 2 boon 3 guaranlee 4 ofisel 5 satisfacrory

Exercke 6.5

I record egitimale 2 ertraordinary exception.l3 red/baikrupl/lquidaton 4 wrtes oif 5 adve.se 6 accrual

27 Balance sheet

Ex€ki5e 7.21 d€bl 2 bonds 3 goodwil 4 s€tasde 5 modgage6 pay offExerck€ 7.3I I n i o 2 b y 3 l o 4 n 5 f o r 6 b . c k 7 r h r o u g h8 on 9 o 1of t0 over

Ex€rcise 7.5harc hold own possesbul: accumu ie acqu e buid up

axercise 7.5col/{r:buid up nc ./ run uppayback: ear honolr pay ff repay seru e tettl€

1 pateni 2 copyrqhi 3 trademark

28 Cash low statementExer.ise 8.11 plait 2 sulng : sums

Exerdse a.2i 26,960 2 10,500 3 9,560Exer.ise a,

4 dedlcted 5 outstandinq

4 944 5 27,900

1 F 2 T (hbour ndelares) 3 T (ir paid n anuary t thestan ol ihe business, nd hen aqain n February) 4 F ihe irstunlties ayment n February ut he busineswas tmostcenainlyusing tilries rom he nart) 5 T 6 F the negative ash lows due o buying he nventorylhar rhe usiness eeds o qatrtradng) 7 T 8 F theenu is madefor he monrh hen he cashis actualy eceived, Febnrary) 9 F 10 T

1 Kod something.s n expense 2 pay ff a credtaccounr fllI applyrhe fre loq. 4 raise apita y ssuing ewshares5 present nformation a.ertain way 6 subrract nefigure romanother 7 buy back hares rom he ma*et I borcw money

1 o n 2 i n 3 a s 4 o n 5 b y

29 Managing cash flow

1 reassur€d 2 overdraft 3 peEneni4 tixed cons 5 shorrfa

2

I have heahhy ash low 2 be a welesrabtish ed omparyI have aly operal g expenses 4 be ma.aged i a day o-daybasis 5 take advantage ia lineol credft 6 see omerh 9. roma *.icl ac.ounling iewpo t 7 make n nitialdeposrra .un cred decks t have eaviy tscounr€d fie.s10 have eGistent ow payng usromeu 11 negotiat€ xtendedcredi efts l2 9ve an ear paynenr iscount

be shon l 'Ln oulof . l ddva. .a Lp rolr. 1 , w) . e (e pr .inrusion injection,enerale/.aise, od.9s / reselves, ose spare,needs requircmenis.aymeft in ul)/setlemenr, honage shonfaI

1 lurnover 2 de very overd.aft 4 imr 5 outstanding6 dear 7 squeeze 8 fullll

30 Protitability

1 120 2 €200,000 3 2aah llAyo 4 operaring verageExercire 0.21 A (adved ing s a fixed osr see h€ €xr pposte)

2 I (mate.ialss a vaiable on)Ex€rcise 0.3

1 B 2 C 3 A

31 Financial rnark€ls

I foundeB 2 bonds 3 exch€nge ate 4 specuatoB5 volal ity 6 unde yng 7 on b€hafol 8 poi.yhotdeu9 pool 10 venllre apilal t1 buy-olts t2 budgetarysurp sExercke 1.2beaf/ deprcss€dt ling weakboominq boll/ heafthy/ si.g stronggood prolilable securc souod worthwhih thjisk / risky specu rive

1 qo publi. wth ao PO 2 I n shar€s n a nock markerI raise apital y ssulng onds 4 payback loan wrh inieresr5 fundshortlerm eblwth 'commercialpapei 6 flranpukrethe €xchanqe aie 7 chaseshort-termrends n he nkrKer8 buy haEs n beha of a c ent 9 suppori nart,upwth venllreGprial l0 takeover company, hen enruci re t

1 peqs 2 p.ops p I floats 4 :pprec tes 5 depreciaies

1 crude l, naturalgai 2 cocoa, otron 3 wheal, oybeans4 c.ttle, hogs 5 copper, cn ore

I leveraqe 2 dow.sdersk 3 hedging 4 commod y contracG



32 Investing in stocksExercise 2.1l captalgan 2 index 3 benchmark 4 outperforming5 diveEfed ortfolio 6 pckl 7 SWOT 8 pipeline9 prospects 10 ba(erstoentry 1l suppodl2 tradi nq hannes 1l sentiment 14 eeasona ty

1 m:ke a d vdeid payment 2 qlote a bid offer p.ead3 have diveEfrcd ortfoo 4 past erformanG 5 risk roiile6 qroMh pospeaG 7 chart atterns a investor entimenl

1 netcs 2 earnirgs 3 bufiyourway 4 pofitability5 oveqc€d 6 share rice 7 assets 8 capital an

33 Recruitment

1 skilset 2 premises 3 alo.ate 4 qualficalons5 headhufting 6 new ecruits 7 cove6 p for)8 ooking hrough 9 tempate l0 rappon 11 rate

I be on a permanent onlracl 2 recrun empslhrough.n genq

3 work olf hepremises

sa treeancer 4 alocate or[ in:dfferc.t way 5 nart ooking lsewherc or atob 6 askopei eid€d queniois 7 locus nachevemenls ather han skills8 keep n nt ervew n rack 9 do some ackgrolid hecksl0 draw up a shortlisl i candrdatesEx€r.ise 3.3€mp y appoint h re recrllilrake ondsm$/t rel ay l f make edundantlerm atehand your otce/qui t / es ign sta .d downExerdse 3.4

1 an app canl a candidate 2 cl assfied d disp lay d3 h h ght/ oul lneExerdse 3.5I submit 2 carry ui 3 slcceed n 4 be a(edwith5 thankless 6 contraci 7 poi.y I mindset

conslderabeettensve, nect/ isr-hand, eevanr appropriaie,practica handron, revoos/ ror limlt€d lrte

boring dead-e.d, halleng 9 demand.9, e.ent worthwhile.dea dream, a .ual /bue{ola r, .egl lar ls ieady

34 Pay and benefi ts

1 white coLarjobs 2 reta incremenis 4 pros.nd ons

5 p In9 heirweght 6 resent 7 undermininq 8 complian.e9 mandatory 10 dsc.imination 1l disabiiiy 12 rngebeneits

1 compensaton ackage 2 b:rgai.ing ower3 incenive cheme 4 lte nsurance 5 minimum aqe6 maternityeave 7 pension lan 8 end-of-ye.r onus

1 retement 2 lfe rsurance 3 penson

1 wage 2 saary 3 in.ome 4 remuneraion 5 overtime6 commsson 7 royalty 8 bonLs 9 welghtinq l0 perk

I incentive 2 benett 3 reward

1 on/of 2 under I over 4 fio 5 fo .

35 lssues n the workplace

1 unon 2 enloKe 3 leave 4 norm 5 statuiory6 hygiere 7 .ut corne6 8 harassment 9 b lyrng

l0 compensation ward I I grievance 12 address 13 appea14 divelsity 15 prec€deni 16 whiste bown9Exer<ise 5.21 be.ome he nom 2 sort ometh 9 out nloma yJ lolvo d Lr on eprp\dllduvd 4 eol4 o p'oredel.5 b e c e a r n p f i n c p e 6 a p p e a l a q a i n s t d e c i s l o n7 givewarnngs o an employee 8 promote dv€6ity

ANSWER KEY

I caure or concern 2 aleged rcach i dsclpline3 mitigaringrcumrranc€s 4 redeployment 5 suspend

36 Your background and career

I 9.ad€5 2 e\ t racL4,cJa.( lvn€5 3 d.opped , .d gralr 5 dag?e 6 nrer. ' vo.arolal 8 sLavrlq l9 gradualrng 10 hectic 1l b .nl oul 12 gave n my notce13 backpacked 14 setle down 15 vacancyE,(€dse 5.2r get a place r unvers y 2 drop out aftera few months

3 wo yourwaythrough ollege 4 sp€nd year san ntern5 be 5hod-lned or a ob 6 be promoredo Senlo. nayst

9 address nd esolve 9r evance 10 enlorce he ules trictly

I grevance ro(edures 2 worklfebaan ce 3 health nd salety4 l€qalGquiremenls 5 equal pponlfit es 6 grossmBconducl

1 natutory 2 legslation 3 reguation s compa llcam

7 G96te. withan onine ageocy8 iinda vacancy nost mmediarely

1 n.ke / concenlrate n 2 break cke off 3 move/ be over4 prcmisnq adder 5 chosen oppofiunites

l wasworkrng 2 hadjustfnshed 3 waswri tng 4 got5 was 6 hadnl contacted 7 wa ed 8 was sten ng9 called 10 were waitnq l1 had a.eadylound Li

37 Your cornpany

1 milenones 2 renructuing 3 market apita zation4 slbsidaries 5 overyew 6 competlive dvantages 7 taiLored8 oveGll 9 shrinklnq 0 productppelne 11 morale12 commitment 13 malk€t aruration 14 shoriage

1 ma*ei share 2 product ange 3 a standard roduc(4 soca rends 5 R&D 6 swoT ana sis 7 disvibltion etwork8 cost dvaotaqes 9 substitute roducts l0 annla tlrnover

I bLsinels ode 2 afiordabLe 3 founder 4 indlnry nandard

5 stateof he ad 6 .onsumertan es 7 prime ocations8 turnover 9 ncome 10 continued xparsion

76



ANSWER XEY

38 Your ,obExercise8.11 tra.k ecord 2 draws p 3 ove6ee 4 sign ff 5 i:ise

I chail€ngngdemandng 2 my boss/ my inemanaqer3 .oleagle cowo(er 4 opposite umber counterpart

I make nitialcontact th a clent 2 takea back eat o.a whib: olersee he whole rocess 4 handle ncomig calls5 k-"ep n op of th€ ling 6 be on n( name ems

l l o r 2 n 3 i n 4 i o r 5 1 0 6 a l 7 w t h 8 t o9 n 10 wrh 11 of 12 on 13 on f@m ome14 ol t of work oifwork 15 work/get to/al 16 checking

1 r ' 2 ' 3 , / 4 t 5 r '39 Telephoning - making

I this /speak g 2 nce/ hear 34 cose/down 5 r€ason because7 get /back/ to 8 eave wilh 9

and taking calls

6 thought might

1 Do yo have second? 2 Do youwant me o cal back ater?3 Are ou blsy ght now?

I Iwas un ca o9 o see f evefihing3OK or F.iday.2 lwanled o ask oua queston bout irnon.3 lthoughlyou mightbe nterested n this

I Howcan hep yo ? 2 fd Llkeo speak3 Can have ourname, e.s€? 4 13 5 hold

6 Ganfrancopeaking 7 ask/abol t 8 cai

1 T (although theory and c are more oite,and b s more

40 Telephoning - messages

1 speak to 2 fof 3 bear/wi1h 4 hust / n 5 need6 cal back 7 hake/of 8 n 9 oulol r0 leave 1r le t12 or 13 on 14 ask 15 make i6 p r /o . 17 on

1 as 2 that 3 any,thing 4 caling

I Hod on a moment 'ljusrcheck. 2 Righr, ofry o keep ouwatrnq. 3 I'm sorry lt she3 n maternty ave 4 5he3 otat her desk tthe moment 5 Do yo knowhow onq he lbe?6 WhatS t I con.eclon with? 7 Can ouaskhim o callme b.ck?8 Ll make lr€ she qets he message

r c 2 h 3 a 4 j 5 b 6 l 7 f 8 i 9 d r 0 k1 1 t 2 q

41 Telephoning - <he(king, clarifying, activelistening

1 lt a really ad ine. 2 You eep reakng p 3 lddn't.atch hat 4 we got cutoff. 5 Thanks or ett ng me know6 lhave o go now 7 Can ou speak p a bit? 8 | llst qooutsrde. 9 can yo hearme ow? l0 what exacty o youmeanby ? l l Letmelln ch-"ckhat undeGtand. 2 Areyousayingthat . . .? l3 My batterys ery ow 14 W€'regongiogeicl toff. I5 l'ilgive oua calltomorow 16 hanks or cal n9.

I cul ofi 2 speak p 3 breakirg p 4 qo over 5 hold of

I Right /see/sure 2 Yuh/ Mhm Uh hlh Exact4 Thal's ight. 5 Great 6 Thal wonderiull 7 Dd you78 Hds heT 9 Hali a mrllon urosl l0 V etnamI 1 And whywas hal? 12 So whatdldyoudo?

I Greatl 2 Vielnaml 3 Has lre? 4 Exacty orThatt ght)

1 r'llhave o stop here have om€one aitifg o s€e ne2 ll been ice a kng rc you.And I send h€ delails o waniedby€mai.Bye 3 Anywaywont keep o any onger 'm sureyoute buty 4 ls h€re ntthinq se can hep yo wth today?

42 Telephoning - arranging a meeting

I lhis s 2 m€et p 3 a lte more epth 4 th nking {5 su l you 6 shal lw€ ay 7 solnds ine 8 lyou dont mid9 insread 10 be myguen r1 bylheway 12 wo bocks way

1 o €r here 2 for he me oi year 3 look 4 canl mrk€ t5 .ome up 6 These hinqs appen 7 reschedule 8 stllopen9 would e good 10 sorry gan I I l ts my pans l2 |

43 Telephoning - complaints

l b 2 t 3 l 4 h 5 k 6 g 7 a 8 d 9 l l 0 cl l e 1 2

1 ] b 2 5 k 3 l o c 4 3 5 l 2 i 6 7 a

I Can ou e.ve i wiih me2 2 'l look nto L3 l'lger back o you hisaliernoon 4 lndersrafd ow you ee5 l.eed o ch<k at this end 6 do apologze ice morc.

7 l'm sure we can ort r out. I Whal exa.ty s he problem?9 sorry.gain orany n.onveniencehs has.aused. 0 l ' l senda repacemenimmediately r r l'l .iiake ure he tems re enrto you 12 ve had a word with he wareholse

1 lthink here may ean ssue lthousopplieE. 2 t not 9oin9to be e.ty ro send echncan oday. 3 There might e a shortdelaywhilewe ro.es he ew ordel 4 There e€ms o be a smaLproblem ith he nvoi.e. 5 need o ast have qlkk wordw thmy eveln4o upeeisoraboui hir. 6 wouldn it be easierfor ou iwe simp issued new nvo.e?

look nto so.t out/ get b:ck o



44 Telephoning - review

1 in/with 2 from 3 for 4 on 5 outol 6 on 7 back8 in 9 back 10 over 11 wih/for 12 up i3 up14 oif 15 or t6 of 17 wrh 18 nlo/back 19 on20 by

1 i 2 c 3 9 4 b 5 e 6 a 7 d 8 h

1 lust bearwth me 2 Shal putyou hrough o 3 Speaking.4 Would ou keto l€av€ messaqe? 5 Sorry didnl catch hal.6 Le tmelust ead hat acko you. 7 Exaa(y 8l l laskherto

1 l'd ike o speak 2 whie tryto connectyou 3 Now nrce oh€arirom ou 4 Howare hinqs n Athens 5 is his a good imetolalk 6 lust gv€ me a mom€nl 7 Go ahead 8 The eason'm callnq s 9 thooght ou might e 10 Of couB€l1 Letmelun heck 1ha0lundeBtand 2 can j 5190overhatagain rl l'llget backlo ou 14 s here nything hel5 thanks or calng 16 13been ce alking o yoo, oo.

1 B 2 C 3 D 4 B 5 C 6 A 7 B 8 B 9 A1 0 D l t C 1 2 A

45 Emails - basics

1 m witng with cgard o 2 Please ee free o contact re ...3 look oMard o hearing romyou 4 Thank ouvery ruch orseldi.g JoL'CV 5 I cdr otse aly lJnl'e'asrsrance, lease6 hope oute we 7 Ths sjun a quick ote 0 .8 was wondern9 you could elp me. 9 d .eal appreclate .10 Great o hear rom youagaif 11 Shalllsend oua copy f tExercbe 5.2FirnemairReason or witing Body f ema / Finalcomments

Second m.i:Preliols ontacl Body l emai Flna commentsThnd mai:Frieid open R€ason or writ g / Requen orBody lemail) Friendy lose F nal ommentsFo rth nral:Frendly pen Bodyol mail/Ofier elp FriendLylo5e

1 great leasL.e 2 €ry mpr€ssed 3 with reg.d4 usetuldiscu$ion s wondeing f 6 gratefulor7 hearng rom 8 As Equested 9 an attachmenl10 rclatonto 1l don'l hesitate 12 urther ssista.ce13.e 14 Please 15 gel back 16 Doyouw;nt

46 Emails - internal communiGation

1 say/ ' l 2 quick ote/ emind / lease3 let know advanceco-operation

I heres/atta.hed 2 UnJortunalely slqn icaody I wanr/to4 Let /know/else 5 Shal 6 Getback

1 Im pleased o telyou hat 2 'm sureyou illbe pleased 0hearthat. 3 woud also ke o take he opportuniiyo tellyouabout . . . 4 Would l ls taff lease ote hat . . . 5 l thoughtyou'dbe nterened o know hat... 6 | would ike o thank ouall oryour auable ontrbuton. 7 Thanks gan oral lyour elp eaLlyapprecate . 8 l'mvery ratelu or everything ouhave one.

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

E m a l l : r c + 8 e

E m a l l 3 a + 5 hEma 4 3b + 7f

ANsWER KEY

47 Emails - commercial

1 stand 2 bDchlre specificationsr:ng€ 3 particllarls :be4 draw/attenton 5 meantime hesitate dned ne6 Fol wlrg attached 7 delivered atest 8 conditons/terms9 rhipping invoices l0 acknowedqe

1 P D 2 D T 3 P R 4 P 5 P D 6 P R 7 P D 8 P R9 P l O D T 1 1 P R ] 2 P 1 3 P D 1 4 P 1 5 P

1 ii youhave nylorther uestions 2 'm confidenllhatwe ansupply 3 laho notice hatyou an personalize 4 would ehappyto make sample s we do ofier qlaitq dscoun$6 lhave een ooking lyoufwebsi te 7 lc an nd no mentonof di5counts 8 youne€d o s€t up a trade ccourt

I lhave been ooking t yourwebtit€ 2 ralso noticerhal ou canpeEonaliz€ I lcan nd no mention f dscounts 4 l 'm confidentthatwe can uppy 5 We do offerquantty scounts6 youneed o ret up a trade c count 7 would e happy omake sample 8 ll youhave ny unher uestions

48 Emails - cugtomer issues

lwillconlact ith hem peEonaly ndnake sure hai hey esolve

I l'msorry olel you hdr have o ponpone ur me€tn9 exl week2 Once gar pea5e cceotv )r Lere oooge< ord .inconvenience.auted rm pleased o tel you hat he lems orro.dered renow n tock We wll be shipping ourorder oday.4 rcan assure o thatwele dorng very'th 9possbe o rcsove hisissue s quckly spossible 5 Yo wil be pleased o hea r har we?eextending uronlne ale or another eek 6 've ralkedo the staffinvolvednd 'm conldent hat our procedurcsre cbust nd workngproperly. 7 we regrcr o inform ou hat we cannor rocess o .order ue o a laqe ollsiandng balaice nyouraccount.8 Thank ouverymuch or bringng h s maner o myaitenton.

a ) 3 t s b ) 1 / 1 c : ) 4 / 6 2 / AExer&e 44.31 .ete€nce 2 slll 3 deivery 4 trsured 5 rhipped6 inconvenience sales 8 insist 9 attention 10 satislactory11 to.ced l2 long-term

lwas very oncernedo learn boutthes ate deliveryf the partswhat yoo ordered rom usI h.ve be€n pokeno our stafi n the packing epaftment nd m t6ocoofidentlhalhe goods eit here ast week.lcan n y assumeitthatthe€ s an ssue ith he.ourier

Once gain, lease ccept tiatmysincerc poogiesoranylnconvenience.ausedtuShoud ouhave ny fiquedons, pLe.se o not hes ate o contact

49 Emailg arranging a visit

r d 2 h r . 4 a 5 9 6 e 7 f 8 b

1 i^l i r 2 6f /Iot 3 on/from/to 4 at /on 5 in 6 a t

1 lose 2 be ann0lled

drcpped e ofi / check-in ex.e$ baggage harge through queregate rush board turbulencetouched own p.ked rank/stuck/rp me off Eeipt / early ight

177



ANSWER KEY

t heeway 2 ext 3 siqnponed 4 on 5 for 6 miss7 Turn I pan 9 down 10 bocks 11 on 12 main13 o ow 14 or l5 or

50 Emailg - rcview

1 lee / contact 2 shal 3 wonder 4 offer hesirale5 remnd 6 know/do 7 would/ take 8 ap pfe.ate 9 note10 ponpone l l welcome/dsc $

12 send13

ake/r€solve14 not.e 15 asslre 16 oiier 17 nsst 18 crrck19 acknowledg€ 20 acceptExercise 0.2a ) 5 / 1 / 9 b ) 3 / 8 . ) 2 / 1 0 d ) 1 t 4 / 6 e ) 1 4i ) 1 1 1 6 / 1 8 g ) 1 2 l 1 9 h ) 1 3 t 1 1 1 1 5 / 2 o

l note 2 remnd 3lnalzed 4 attached 5 evenl6 attend 7 qetback 8 co operalion 9 re l0 pot11 ctc ate 12 make ure 13 te 14 done

l e 2 h 3 9 4 n 5 6 d 7 a 8 c a J 1 01 1 1 2 b 1 l m l 4 kExercise 0.5I with/ to 2 n/ to 3 lor 4 fo. 5 back/ to 6 on over7 in 8 a t / n t h/fo. 10 about/ i rom l l h1 2 I o t / a l 1 3 b y / a t 1 4 o n 1 5 w i l h

1 9on9 2 wonderinq 3 €qoesred 4 caused s Folowinq6 dong 7 made 8 hearing 9 using l0.oncerned11 getting 12 buying 13 arached t4 foRarded

51 Preseniations - openingExerclse 1.11 Or behaf of 8CC 'd ke to . . 2 cao everyone ee t rhe back?3 lusl a few words bout ,rysell 4 Im in charge f plbk relations5 l 'd ke o show oLr , 6l ' l ta lk boul ur m.rkel .nd ow.. .

7 l/ move on o dscuss unomization 8 We ocus n alonng urproducls.. 9 I ve you a ilte echn albackground 10 Letbeg wth hsi6l s l ide

l c 2 e : h 4 b 5 l 6 9 7 . 8 dExerdse 1.3r h 2 e 3 4 9 5 . 6 j 7 a 8 d 9 k l 0 b1 1 1 2

1 discus 2 gve 3 show 4 talk 5 rcpod 6 look 7 fill8 take 9 brinq 10 make 11 outline 12 dea

52 Prcgentations main body

I leads 2 menioned 3 cone back 4 d qress5 in more etail 6 concreie rample 7 focus n 8 nre$9 As/can see l0 hghight 1l What s 12 relaie context

I have Look 2 highlight \ryohinqs 3 notice4 you an see ow 5 My ownview 6 emphdize7 a t ths pont 8 ets 90 onExer.ise 2.31 Aslhewind assesove. these/ / iheyact lkearrfoi ls / /andthisgeneratesi t / /and urnsthe tructuresa whole 2l lsmoEefir.ent n terms f energy roduction,nd ts also more ablewilh

2 tak aboul 3 dealwiih 4 turn myatienion o6 expan 7 cover a consder 9 menton

53 Pres€ntations closing and questionsExirdse 53.1I that cove6 ve.yth ing 2 the next teps 3 lookat some p tons4 there s he opiion o 5 generated ot of discusson6 may e orced 7 woud ead o 8 some fficllt decsons9 ourjob s o conslder l0 qive he loor

I poini 2 explain 3 experienc€d for 5 op non6 catch 7 scope/.ftetuards 8 glad 9 on 10 mLn/.ome11 sp€ci i 12 comment 13 hand/back 14 co(ectyExeKise 3.3d l l A b ) 2 / 6 / 1 1 / 1 4 c ) 5 1 1 A d ) 3 / 1 2 e ) 1 / 1 3f l 4 / 9

54 Presentations k€nds I

1 grow/expand 2 lal / d@p 3 improve/recover4 slay he eme / be stable 5 move qher/ rise6 evel tf slabil e 7 shrnk contract 8 edge own dip

1 boom oash 2 double/ alve 3 edge p dp4 grow/shrink 5 .nprcve dete orate 6 peak/h a row

7 nay he .me vary 8 rse/ la

I wenl uplgone up 2 grew/grown I rosd nsend lell/ laller 5 g owlr 6 pxpalsror 7 .olv"clror8 mprovemeft 9 recovery l0 variaton 11 hal

r rapid 2 q€dua 3 sluggsh 4 enormous 5 moderate6 slght 7 excellent 8 eicouraqing 9 disappoint q

I slowgrowll' 2 ngrlcalr lse 3 rapd delelo.ano.4 slghl mproveme.t 5 considerableariation

l f i o m2 o i 3 t o 4 b y

t have een 2 s c.lsing5 i n 6 a t

3 wl bring 4 was 5 were s ng

55 Prcsentations - trends ll

1 Becaoselour. . 2 Because+we lr. 3 du€ qolrincreased. 4 a rcsultol:olr... s resulted a s gnilicant6 resulled f tom dillcult... 7 whereas t fell... 8 Mofeover,they 9 In spite f lhe ac( hat . l0 Despte e delaying

1 dueto 2 even hough 3 n spite i 4 as a r€sut5 Howeve. 6 Moreovercxenise 55.31 d 2 . 3 e 4 c 5 b

1 axis 2 hqhlght 3 reached peak 4 hav€ een at5 a slqht noease 6 Not e 7 in ine with I more apidly9 rcuqhly l0 while 11 mplicatons 12 Although13 hghly kely 14.eadto

55 Presentations rcview

l b 2 g 3 h 4 d 5 a 6 c 7 f 8 e 9 j 1 0l l p 1 2 k 1 3 m 1 4 r 1 5 i 1 6 1 7 q 1 8 n1 9 s 2 0 o



I l 've ded my alk ntothee main arts . 2I tyouhaveanyquesuons, lease eellree o lrterupr. 3 Let examinethis n moredetai 4 Jun o d gressfor moment,... 5 OK, hatS l I wantro sayabout he nst point 6 Le15 ove r tothe second oint.7 Myown ew on hs s 8 Asyoucanseeon hisnerts ide, . . .9 What s he eason orths? he reason s 10 Let me explainwth a concEte xampe. 11 began y e ing oua linleabout .Then expla €dhow . After hat talked bout .. 12 Thank oual ior comig aid hope 1 been seful.

3 with 4 on to 5 io 6 back to1 0 n / o f 1 l l o t 1 2 n l i r

Exercise 6.41 nad/ ntoducng 2 digress/ omenl 3 useiu background4 examine/deta 5 €xpan/concrele 6 high ght diagram1 d-)at- t a e . r 8 b ' i19s/erd 9 erpan/again10 queston/opinion 1 s .ope/af teNads l2 tme/quest ionExercise 6.51 Notce 2 axis 3 ufits 4 draw 5 rose 6 neadily7 have ontnued 8 alhough 9 steady 10 groMh11 due 0 12 Even o l on 14 over 15 o 16 nque17 ookat 18 ook off 19 we.e ca y ooking ood20 haddone 2l However 22 hasbeen 23 sudden 24 drcp25 feasons 26 about 27 comrnetus 28 highly 29 likely30 by

57 Meetings - opinions

1 what 2 in mind 3 seerns o me 4 my poinlol view5 agree 6 Youte ighr 7 up o a pont 8 you mean

Exercbe 7.21 However 2 Adually 3 Luckiy 4 obvously 5 hgenera6 -Feooiir s 7 Easical? SByrtewdy 9 nayopr. io .

Exercise 7.3_1 Strong saqreement 2 Polrte egreement3 Notgramrnalicaypossbe

1 Realy? o you hinkso? 2 'm not so sure.bout hat 3 l'msorry hat3 not how see 1 4 | rea y can'i agree ith yo rhere.Exercire 7.51 b 2 c 3 a 4 9 5 d 6 1 7 e

58 Meelings - making things cleai

I rnssed say 2 cear/ saying 34 arrive/lgure 5 exactly mean7 alow/expiain 8 ittle specifk

i u.derstand expa n 2 throoqh 3 over4 s lghtmsufdefi tandinq put/way 6 come n

1 whal 2 how onq 3 when 4 how often 5 who6 which 7 how mr.h I where

59 Meetings - problem-solvingExercise 9.11 several/ ,aawith 2 open p/vies : suppose riqht4 sounds/work praciice 5 pros cons 6 On he one hand/on he otherhand 7 make suggenlon/ nead why do.'tI implcatons 9 genera altholgh 10 besiway otuard

ANSWER KEY

Exer.ise 59.21 OK, eis do hat. 2 What about . ? 3 Thatb complet€ asteoi time 4 Why don'twe ..? 5 Yes, hat wouldwork ealywell. 6 5hallwe ? 7 Thatsounds e a qood dea 8 Canmake sug geston? 9 ca. see ne or wo probems ith hat.10 'm not ealyslre bout hat. 11 Thai mLght e wonh ryinq.I2 Idonl think t wou d work n practiceExer.ise 9.3a ) 2 1 4 1 6 a b ) 1 5 / 1 1 1 . J 3 / 9 / 1 0 / 1 2

I apoblem 2.elulon 3 a sLggest ion adeosror

1 a€ fac€d ith 2 tacke 3 lqure out 4 work owards5 come pwith 6 ends weight o 7 impement 8 h€s ehind

60 Meetings - leading a m€eting

' F.ghl : ld '1 z r l /dpooq,el r Lror*lpep S, beSil4 bathroom/hal 5 copy/aqenda 6 take/ mrutes/ eylwo'd: I baCgoLrd,Jsel- l 9 dgerdd 9"r '11 'ol9ql0 blef /point l1 s t raight / i tem 12 kick/ofl

I agenda 2 mnutes 3 qet hrough 4 item 5 kick ii

I AmE 2 8rE

I rrhinkwe can lop he.e. 2 Id ike o sum p. 3 There relhree ain onclusons. Inrerrnsoiact ionponts , . , . Arerhe.e nyoiher oinis? 6 Have mssed fy'rhngT 7 ihink twasa ery seiulmeetrig. 8 | c rcllate he minues. 9 Carrwel ixa date ow? r0 Ca. j ls thaveaq ckwo.dwthyo ?ExeKiee 0.5I coLrld ou un hang n a moment lease? 2 Ofe at, tme,pease. 3 Lelsl€a € h.t asd€ or he moment. 4 Canwe comeback o rhis arer? 5 lthink we need o ook alths in more etai.6 We need o analyze his n a ittle more epth 7 ls her€ nylh gesewe shoud oisder? 8 whal othe.ways re here o approachrhis) 9 Can we 9o roJ.d tlê ab e lo see,f ever/ore g?eiI 0 Lets 0 overwhatwe've sclssed o ar .

61 Meetingr - negotiating I

ll quoted 12 march

knd oilson ot / discount limesca think q of / lalking bout

I qlite high 2 were o expearing Someth 9around4 iandad forths market 5 a tte o w 6 such arge iscolfts7 so onq 8 have n mlnd 9 productionchedule10 ems of p.yment I1 pre-payment 12 €gu ar customeu

3 prlorities 4 mean 5 tfirn8 mnmum 9 concer. 10 mes.ae

1l €asonabe 14 guaraniee



AIIIiWER KEY

62 Meetings - negotiating tlEJGrcise 2.1I minimuhorder 2 viabe/con-etfectve/run j p.e-paymentlrct time 4 upfront 5 'll advan.e batafce/ etivery cash tow6 authority by myself

I vable 2 uplronr 3 baanceExeftise 2-31 preier /ord€r 2 prepared/ terms have/mnd4 acc€pt/condtion wtt l rg/ .omp@mke shoutd/posibte7 sorids reasonable 8 momenr/revew g throlq / rd.l0 qolstage 11 cose/deat t2 j ls t /sqn

2c order 4b discounr 3a proposat/ d deal

la deta s td deadlre 4b concess n 2c compbmise

63 Meetings - diplomatic language

a ) 1 3 b l 4 / 1 3 c ) d ) t € ) 8 f l 1 t 9 s ) 1 2h ) / 6 7 i ) 1 / 2 l 1 AcxeKise 3.2r e 2 a 3 j 4 b s c 6 9 7 h 8 i 9 d t o i

1 Therebjlst ne hing d tike o add. 2 To be honest, hatw o L l d e e t d ' 4 c r ? t l s € e r s - o n e t r l y o L r e o e i n g a t ioot "r|c

r Wo"td. n be belFr o Jse d,trarsponi5 Actua y, h s ine s nor very roftab . 6 trhink r m ght be benerro reave hat pofl u.til ate.

I l $€ ordered-.000 oe.es. 1ai so.lo, dEco 1r oud yoL9ve)/ | you il 5u% advd e. we sojd give ougererour erms or

64 Meetingr - rcview

fhe .han ooe.s the hetingRlght/thanksof coming sends s apotogies housekeepinqshortbreak/copy i the agenda rake he ninotes sr€ight item kick flMatek prents lone altenati $dealwithhs s5 e/posandco. s /oplon/ lavolr /at t houghThechat asksCanile far het rca.tion.ied/have orne xperle .ce

up o a point true trying o say put t simp

The hat block ke intenuptianlln et ilnish come back

cotred wrong seemsMarckcone.ts he nisuntletstandingexp ed riyself leary/meanr/ rying mattei f actadnana nakes a suqgestion

Matek ek.ts the suqgstionsounds/work prac( .e/ oinrrhe .han widss the db.u$ianapproach anyrhing se considercamillegjvesan opjnih

carefullyimp caiions/ n he ofe handAdnana acues the discussionara 2e iitile depth tendMarck asks ar clarifiGtioh

let me put l another ayfhe chan keeps he discusi@ novinqleave hat aside relev:ntCamile u99es6 rhe nst steps

fhe <han ask fat rcpettion

Cahile repeas

Absolutelyacton pointsIhe cbdi checks g.€menrqo.ound he able/ move natter some ine, the chan doses tp neetingmpul/usetul / f i rhetme/have qukkword

I get d@n 2 are o tooking 3 miqhr e abte4 drd ouhave 5 Insread l 6 :re wetatkino7 a viableoptio n 8 upiroit 9 reaty ot su€l0 movingoeard I I are ouhappy t2 be prepareo

13 solnds easonabl€ 14 hav€ de.l

I Ihat might equhe xp€ns e 2 We woutdwaft a signifcanryra.gerd6counl. 3 Thee un one hing d tke o d t4 Wouldn il beb€ter 10 plit he orde. nto nro consignments?5 'm not olally onvinced y hs eninare. 6 tundeEtood ecould ave he produ.ts na ria basis 7 What o ot qlanttywe€you hinking t? 8 Unlonlnatety, m.y not be very asy oarrange hat 9 Wete having neortwo ssoes i our .ctory ightnow 10 Tobe hon€sl. e were xpecting Mo-year afianly.ll lrseems o me h.t yournew anqe s more r tess e s.me asyouroE ange. t2 wouldn,l t be easer o paya inte morcafdship he goods yAif Express?

65Susiness epofts and proposals - repoats IEt€ftke 65.1

1 execurive umm.ry 2lndings 3 cover age4 fecommendarions contenrs 6 p.ocedure 7 appeidxa terms l EIer€nce 9 conctus ns 10 acknowtedgementsEreEie 65.21 l 2 n 3 b 4 q 5 l 6 e 7 m 8 l 9 i j O cr h 1 2 9 t 3 p 1 4 a 1 5 k t 6 o t 7 r 1 8 d

66 Businesi rcports and p.oposals - repods ll

I lhrssolution 2 share <o aborate 3 centatGsource

I conslderable/ reexpec(edo 2 tend o / miq hr oi be3 Ar he ea.liest ossible pportln y a production anningme€t g4 quitepoor may e 5 retaiive / financialesource56 lt is possiblehat/obtained 7 is ketyto be/consequefl.er8 many eople re typictty eads o 9 a.ising rom p.esenredl0 oumerous/encouraqinq

1 The me strategy n be sed 2 rhe envnormenra mpact fthse changes illbeconsideEd. can onty €done 4 shoud

67 Businesg eportgand

proposalsproposals I

1 scope 2 Gantt.han 3 deiverabes 4 stare-of-the rt



1 .ut/shorten 2 positon/ eading layer 3 secondary4 co.duct survey 5 in-depth 6 extensive/lield7 rcmaining absorbed 8 cost€ffediva anner 9 long-laning

r b 2 b 3 b 4 b

b 2 d 3 d t .

68 Buginesg cports and proposals pioposals l

I reduce addebt 2 outsource o emove ixed osts rom hepaym 3 ncease he absolute aiue i e.ch r.nectior4 eihancejob edormance 5 reduce umwer ahong keynalfmembe6 6 enhance antainablily 7 complywith gulatorystandards 8 conform o a sp*iic qua ty meihodolog,9 preseryehe va e ol egacy ynems 10 reduce Nntime1l irnpemenlthe ost roven pproach 12 addrcss ealthand afet ssues 13 avoid ablilyconcems 14 focus ncore

Exer<i5e 4.2Cornpiance,/ firsl nd hird sentences f'Adion Plan nd

Capabi es / (fn*two senreices t Custom omputing: peciaexpertiseitecond entence i 'ActionPan and Deliverables';ourthsentence l 'concluson')Value,/ th d senience l 'CunomCompuringrpecialexpertise

69 Bqsiness eports and propotals - linkingwords

l d 2 h 3 a 4 g 5Exercise 9,2l i e 2 e 9Exe(ke 59.3

I Moreover 2 n conlGst6 Inpancular 7 OveralErcr.lse 69.41 Regardng 2 Cleady 3 rnpadcuaf 4 n fact 5 rvlo€over6 On he whole 7 However I 5econdly 9 forexamplel0 So 11 whereas 12 On ba ance

70 Business eports and proposals - review

I This eponwas ommisoned yHa.s Oberlander, EO f the ALitoCorporation 2 am 3 oi m;rket 4 ln padiculal 5 steadily6 signicant 7 On he demand ide 8 research hows9 are keyio 10 an mpact 11 sLch s 12 dfappointing13 market esearch ompany 14 ca.ryolt 15 concern

16 typicay 17 are Lnableo 9o veryast 18 findinqs19 o owlng 20 inceas gly 21 tend 22 dueto 23 main24 payn9 more tention o 25 linancialr esolrces

c 6 b 7 i 8 j 9 e 1 0 i

3 .tact 4 lngeneral 5 Theefore8 Clearly

Capabilitie6Understandinqour ock osses

Staffinq/ , /

17

ANsWER EY

We propose o conduct a review of your store o see how C osedCncuit elsision ccM cameras ould e used mon efiect ely, ndthen omplete he nstallation f ihe synemYour oal s o educe hoplfting y nnalling all mounted amerasinside our tore, nd o have hese nked o monitoE t a cent.al

The ojectwil in.ude hefolowng aclivities:a ldentityih€ esl ocatonsfor CW cameras nd rna ihe camerasa ldentiJyhe best ocaton or a centralsecur y desk, rth he

moniloBand visible resence f secuity e6o.nel.A timelableor he diffe@ri hases l the prolect ncluded sanappendix. e stimate hat he oialtimeequned orthis proj€cls

oeliverablesor h s ploiecr il includea Approximately0 CCW cameras, ilh wo asso.iated onitoE t

thecenrral esk, ll ily nstaled ndchecked.o Alladditional aterials uch s cables tc .we rccommend hatyou onlract ur companylo ntrala ccrysynem nsde Fashion upe6tore. his ynem il dramati(aly educeyour oses due o shoplfl g

Ou.approachs based n our Mentyyea6 erp€.en<e i poudngsecunty lutonr In rhe etai s<torWe have un this pogram successfullyn over sixiy (atdsWe willassigno ths [email protected] he oll@ing eam:. An n-store se.lnty expen, M. Bob P.*er *tlo has F t6 Fa6

expe.ience n lhis ield and p.eviously c.t€d fd ih€ pol(ea Fourqualined leclicians.a A lrainetMsBearrice te.ne, ember f rhe nsllule ol Trainiog.See he figu€s in the attached ase udy, which descibes verysimlar rclecihat we canied llt an year

Youwanl to do lhis n a con-eftective ay.Aspecialreponon ow10 manage ecudty eBonnel, aftic dywith.egard oalw.ys €€ping he attenton n hejobwewillcharge tot lfee of €254,000 orths prolect. his ncud€s lthe tems efer.edo.bove, with no hidden xtr.s.8.sed n he igu€s ouprovided sand on nformalion bta.edtrofi p.evious ssignmenis e have ad ed out,we esr.nate hat hissystem illpay or i 5efwithin ghte€nmonths.Inaddition,he synem il help plov e a snfer nv nmeit forshoppe6. hen hey ee he ameras heywll fee esswored aboddange.s uch s e.vinq heiibags nattended n he oor wh e theylookal clothes his afe. .vironmeot s ikeyto eadto5hoppeuspend g more ime nside ashion upeutore nd herelofe pendinq



ANSWER KEY

Intewiews

I Interview with a private equity invedorI equity debt 2 build up/ brcak down 3 eiit4 playels lawyels tax

2 Interview with an entrepneneut

3 have good nsinc6 about other people

4 donl go to 5 rclk alongside ploy€es6 get bored uicky 7 ned a good eam behindhem8 difficult

3 Intorviow with a managemer* rainee1 a test or nume caland problem-rolvingkilb2 an nteru ew 4ith an HRmanager wjth nomal ob-r€lated u€stions3 lJrci. wiere social krlls leobr€to€d4 a .oleplay xercise o test management killt5 a teamwo* ten wherc a grollpof people dil(|iss a scenario nd

choo5e he ben idea6 a rcport witing exercise

4 Intervlew with a supply hain rn.nage.1 F f st ler supplier ndsecondiersupplier € r€ae6,ed)2 f 3 F 4 r

5 Interview wlth a 9ale9 managetsee npr

6 Intervlew with a mark€ting dilactolProduct Price Paceb Pbmotion

7 htervi€w with . finance dlEctor1 receivable 2 overdraft 3 cash lovv 4 sheet5 invokes 6 variance 7 gov€rnanre 8 auditoE

8 Intervi€w wlth a human re rcurcer director1 b / c 2 b 3 c

' l

6



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