
- •Read the following text and be ready to summarise the main idea. Text I. Brand Management
- •II. Answer the following questions:
- •III. Match each word in the left box with a word in the right box to form ten common marketing expressions. Then use these expressions to complete the sentences that follow. Text 1 will help you.
- •IV. Complete each sentence with the correct form of the underlined word. In some cases, you will need to use the negative form.
- •V. Read the text and point out the main ideas which are discussed in it. Text II. Be Nice and Smile If You Want to Hire a Hungarian Manager
- •VI. According to the text, are the following statements true or false?
- •VII. Match the words from the text with their definitions.
- •VIII. Read Text 2 and be ready to complete the following task:
- •I. Before you listen, discuss this opinion from an executive in the advertising industry.
- •I. Speak out:
- •II. Role-play: Meeting
- •Unit 2 human resources
- •Read the text and find the answers to the following questions:
- •Text 1. Head-hunters. Bait for the Head-hunters
- •II. Read paragraphs 3 - 7 from text 1 and complete the following record card.
- •What do the underlined words in the following sentences from Text 1 mean? Choose appropriate substitutes from the list.
- •V. Read the text and find three examples of problems that may have a negative impact on your career. Text II. Looks: Appearance Counts With Many Managers
- •VI. According to the text, are the following statements true or false?
- •VII. Match the words from the text with their definitions.
- •VIII. Complete the following passage about the role of head-hunters in business, using words from the previous exercise. Change the form of the words where necessary.
- •I. In this interview, you will hear Francis Wilkin, an Executive Search Consultant at Russell Reynolds Associates, talking about his job. Listen and take notes under the following headings:
- •II. Listen again and answer the following questions. Francis Wilkin mentions the following figures. What do they relate to?
- •1. Prepare your Curriculum Vitae and the letter of application which you would send to a company you would like to work for.
- •Useful language
- •Reading
- •I. Read the following text and be ready to summarise the main idea. Text 1. Giant Leap Forward For The Sportswear Outsider
- •II. Answer the following questions:
- •III. Match the word from column a with its explanation in column b:
- •V. Read the text and point out the main ideas which are discussed in it. Text II. Adidas Earns Fashionable Stripes
- •VI. According to the text, are the following statements true or false?
- •VII. Read text 2 attentively and finish the statements choosing the best variant.
- •VIII. Find the words and phrases in text 2 corresponding to the following definitions:
- •II. Read the following information and discuss the questions that follow. Endorsements
- •Reading
- •Read the text and express your opinion about ethical measures which were mentioned in it. Text 1. Ethics Come Into Fashion
- •Read the following sentences and decide which of them reflect the context of the text. Find the proof in the text.
- •III. Answer the following questions:
- •IV. Find in the text the English equivalents to the following words and create your own sentences using them:
- •V. Read the following article and summarize the main recommendations for running a successful business meal. Text II. Choosing The Wrong Meal Can Ruin a Big Deal
- •VI. Read text II attentively and fill in the gaps in the following sentences. Be sure you’ve used the right form of the word.
- •VII. Read the following statements, which are based on text II contents and agree or disagree. Set your arguments.
- •VIII. Match the words from the text with their definitions.
- •I. Speak out:
- •Case study
- •II. Role-play: Interview
- •As Annabel Kingstone, write a letter of complaint to ptc.
- •As ptc's customer liaison officer, write a reply to Annabel Kingstone's letter of complaint.
- •As one of the reporters on the ptc/Annabel Kingstone story, write the article for the Porchester Gazette. Unit 5
- •Useful language
- •II. Read the text carefully and then recollect the facts about advertising campaigns of the following brands. While summarising try to use your background knowledge.
- •III. According to the text, are the following statements true or false?
- •IV. Complete the following summary. You should use both words and word-combinations from the text. Make sure you use the right form of the word.
- •Read the following text and be ready to summarise the main idea. Text II. Marketers Take Advantage Of The Information Age
- •Read text II attentively and decide which of the following statements refer to the contents.
- •Complete the following statements choosing the right variant:
- •Match the words from the text with their definitions.
- •I. You are going to hear Stella Beaumont, Advertising Planning Manager at The Guardian, talking about pan-European advertising. Listen and take notes under the following headings:
- •II. Use your notes to draft some guidelines on pan-European advertising.
- •I Speak out:
- •Case study
- •Gateau plc: Advertising Campaign
- •As a manager of one of London's biggest railway stations you receive the following letter from Eclair. Write a correctly laid-out reply, inventing any information you wish.
- •Unit 6 Meetings
- •I. Read the text and be ready to summarise the main ideas. Text I. Make Meetings Work For You
- •Running a meeting
- •Attending a meeting
- •II. Scan the text one more time and then complete the following chart with the appropriate facts from it.
- •III. Recollect the main points from text 1 and then choose which statements are true and which are not:
- •IV. Complete each sentence with the correct form of the given word. Remember, you should choose the correct derivative in most cases.
- •V. Read the text and point out the main problems that may lead to unpleasant situations while holding an international meeting. Text II. Pitfalls Of International Meetings
- •VI. Read text II and note the key points under the following headings:
- •VII. According to the text, are the following statements true or false?
- •VIII. Match the words from the text with their definitions.
- •I. You are going to hear Roger Middleton, Legal Director and Company Secretary at Grand Metropolitan, talking about meetings. Listen and take notes under the following headings:
- •II. Using information from Text I and Listening, draw up a set of guidelines entitled "How to hold a successful meeting". It may help you to think in terms of the following areas.
- •Speak out:
- •Case Study
- •II. Role-play: Meeting
- •Role-cards for ead meeting
- •I. Use your notes from Listening to write the minutes of the meeting between Frank, Derek, Jordan and Jennifer Walton.
- •Work with a partner to discuss the following questions:
- •I. Read the first part of the text and summarise the main points as a list of guidelines on negotiating. Text 1. The Art Of Negotiation
- •II. Read the second part of text I and discuss three main guidelines. Some hints on negotiating
- •III. Answer the following questions:
- •IV. Complete the following sentences with an appropriate word from the list. Make sure you use the correct form.
- •VI. Read the advertisement and complete the following recruitment file after it. Text II. Sales Negotiator What Price Sales Success?
- •Job specification
- •Person specification
- •VII. According to the text, are the following statements true or false?
- •VIII. Match the words from the text with their definitions.
- •IX. Complete each sentence with the correct form of the word. Advancement; critical to; competitive; acumen; clear; negotiating; pressure; rapidly; to be capable of; package; fuels.
- •I. In this interview, you will hear Siobhan Quinn, Sales Manager at Texaco, talking about negotiating. Listen and check whether the following statements accurately reflect what she says.
- •II. Listen again, and make notes under the following headings and subheadings.
- •I. Speak out:
- •II. Role-play: Negotiation
- •Role-card for Sales Director, Island Silks
- •Role-card for Chief Buyer, Trendsetters Inc.
- •I. As Sales Director at Island Silks, write a follow-up letter to the Chief Buyer at Trendsetters Inc. To confirm the points agreed in your negotiation.
- •Useful language
- •I. Read the text and point out the main ideas which are discussed in it. Text 1. Gender Politics
- •II. Answer the following questions:
- •III. According to the text, are the following statements true or false?
- •IV. Match the words from the text with their definitions.
- •V. Read text II and try to explain what you should do and what you shouldn’t do when making a presentation?
- •1. Spend as little time as possible.
- •2. Try to make your presentation look like everyone else's.
- •3. Try to cram as much stuff on each slide as possible.
- •4. Add as many animations and sound effects as you can.
- •VI. Answer the following questions:
- •VII. Match the words from the text with their corresponding synonyms.
- •VIII. Complete each sentence with the correct word.
- •I. Speak out:
- •Useful language used in presentation
- •Introducing the topic
- •II. Role-play: Presentations.
- •Response 400 Complete sophistication made simple
- •I. Write a promotional leaflet for The Witness.
- •Write a letter of complaint about any damaged item you want and demand your good to be refunded.
II. Scan the text one more time and then complete the following chart with the appropriate facts from it.
|
DOs |
DONTs |
chairperson |
1. have a clear purpose |
1. go on for more than an hour |
|
2. |
2. |
|
3. |
3. |
|
4. |
4. |
|
5. |
|
|
6. |
|
participants |
1. |
1. |
|
2. |
2. |
|
3. |
3. sneak in if you're late |
|
4. |
|
III. Recollect the main points from text 1 and then choose which statements are true and which are not:
The way you run your meeting will never influence your career development.
Holding a meeting on a routine basis tends to become a successful one.
Always hold your meetings in the afternoon, when everyone is at work.
Try to single out an individual for personal criticism that will make your meeting more exciting.
Being late, never try to sneak in as if noone sees you.
IV. Complete each sentence with the correct form of the given word. Remember, you should choose the correct derivative in most cases.
objection |
expect |
hesitation |
concentration |
judge |
specify |
issue |
through |
brainstorm |
waffling |
circulation |
solution |
provide |
memo |
Once you are certain of your _______, ask yourself whether it could be better achieved ________ alternative means, such as a _______.
If you're sure a meeting is the________, _________ a memo several days in advance __________ the time and the place, objectives, _______ to be discussed, other participants and preparation _________.
Larger meetings can be productive as __________ sessions for ideas, _______ participants can speak freely without feeling they will be _____.
If you're unprepared, you will not be to ________ on what your colleagues are saying and others are less likely to listen to you because you will either _______ or sound _______.
________ your criticisms and ________ positively.
________ to offer ________ rather than to complain.
V. Read the text and point out the main problems that may lead to unpleasant situations while holding an international meeting. Text II. Pitfalls Of International Meetings
More than six years ago the US futurist John Naisbitt wrote: '...the more technology in this society, the more people want to get together.' But even he could not have envisaged the dramatic growth in the number of international meetings over the past few years.
Unique with all these meetings, which range in size from a few to more than a thousand, is that many of the participants leave their culture to meet in another. Unfortunately, what is not unique is that many of the meetings fail to accomplish their, objectives to a very high degree.
The purposes of these meetings are varied, ranging from exchanging information to rewarding performance and creating opportunities for professional development Often, as in the case of IBM Europe and other companies, the meetings are staged to introduce new products and make a sales pitch to top customers. IBM tries to get its top customers away from their normal business environment and gather them in a location 'that creates an atmosphere that 'puts them in the right frame of mind and then allows us to do some high level selling'.
During the past year, I 'have attended a number of international meetings and witnessed first-hand serious administrative and planning problems, all of which undermined the chances of success.
A classic bungle was the arrival of participants' material three days after one meeting ended. In another case, the audio visual equipment required by a presenter was delivered as the meeting was ending. At yet another meeting, the audio visual "equipment was the wrong format, and the presenter was unable to show his video tapes.
International meeting organizers are sometimes guilty of even the most fundamental blunders. For example, at one meeting, pork was the only meat served to the many Moslems attending. At a three-day seminar, staged by an American company, the absence of any scheduled social activities drew complaints from the many European participants.
Company gatherings often show the most serious shortcomings. One very 'process' orientated meeting reflected the corporate culture. It encouraged small group discussions and group reports. Many of the participants wanted, and were expecting, more formal presentations by senior executives.
International meetings can be costly to stage, especially if they are poorly organized and fail to achieve the desired results. To have any chance of success, the foremost issue to consider is the purpose of the meeting. Only when that has been clearly articulated can organizers begin to plan the meeting and determine whether it has been a success.
At international meetings with participants from many different cultures, unique issues are bound to arise. For example, the timing of meals and the selection of the menu, the listing of names and titles, the use and language of business cards, the necessity of interpreters or translators and getting materials through customs are all factors that must be taken into account by the organizers.
It's especially important to allow participants who travel long distances sufficient time to rest, physically and mentally, before the meeting begins. One large US-based organization ignores this completely, expecting travellers from Europe after a nine-hour-plus flight to attend a four-hour meeting the day they arrive. The following day, meetings are scheduled to begin at 8 a.m. and continue until 10 p.m. Most European participants are exhausted by the demanding regime and find that they benefit only marginally from the meetings.
A mini-checklist for any international meeting should begin with efforts to identify the nationalities of potential participants and make provisions that cater to their specific cultural needs. Warnings to avoid national stereotypes, condescending attitudes and above all jokes, which are easily misunderstood, are among the tips given to organizers and speakers at international meetings by Dr Ernest Dichter, a motivational psychologist. He suggests that honoured attendees should be welcomed and that, when appropriate, deference should be shown to participants because of their high-ranking positions.
Speakers making presentations in English at an international meeting in a country where it is not the national language, should tailor their presentation so that it will be understood by the entire audience. There are important considerations for persons responsible for the introduction of speakers. For example, personal information or the, sharing of insights about one's family life, which is common in North America, is not appropriate in Europe or Asia.