
- •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.
I. Read the text and point out the main ideas which are discussed in it. Text 1. Gender Politics
Comparisons are odious. We are all individuals and should be treated and celebrated as such. But fashion, after all, is a discipline built on comparison - this skirt looks better on me than that skirt; his bespoke suit fits better than my off-the-peg version; the Elvis-in-the-Vegas-years interpretation of "sparkly black tie" is much worse than the Armani red carpet version, and so on. So: comparing the woman senator who has become the first female elected president in Argentina and the woman senator who hopes to be the first female elected president in the US? Stronger souls than I would find that one hard to resist.
Indeed, stronger souls have found it hard to resist. It's been difficult to pick up a newspaper recently and not find a Hillary Clinton/Cristina Fernández mention in there somewhere - this despite Fernández's canny refusal to be drawn on the subject.
Pundits compare their hair: Fernández's lush, dark curls curving sensuously over an eye and Clinton's blonde helmet. They set Fernández's announcement that she hasn't had plastic surgery (but certainly wouldn't rule it out) against Clinton's obfuscation about whether she had her eyes done, as her former senate opponent John Spencer suggested. And they discuss wardrobes: Fernández's expensive and colourful designer outfits and Clinton's uniform-like dark trouser suits. Then they prognosticate on whether what happened in Argentina is a good sign for the senator from New York. Wait a minute - the countries are a little different.
But no matter, because apparently the idea of a woman being elected trumps all. That similarity invites an examination of all other similarities, especially physical ones. Ridiculous and reductive. No one would dare link French president Nicolas Sarkozy and US presidential hopeful Dennis Kucinich just because they're both short.
And yet there is a way in which comparing Clinton and Fernández (and Sarkozy and Kucinich for that matter) is useful and valid. The quality that links all leaders, male or female, is simply that the way they look says something about the people who spend a lot of time looking at them. And that is worth thinking about. We vote for people who represent the way we want our country to be perceived: trustworthy, young, multicultural, whatever. Our leaders' self-presentation is fascinating not because of what it says about them, but because of what it says about us.
Pretty much every president of the US, for example, has been tall with lots of hair. Americans apparently identify power with height and follicular retention. Eisenhower was the exception, but he was a battlefield general, so his machismo wasn't really in doubt. It's not subtle - indeed, it's a bad cliché - but, generally, clichés are clichés because they are true. Why else would presidential hopeful John Edwards spend so much money on his lush brown locks? Indeed, Edwards' grooming budget simply highlights the fact that public interest in how a candidate looks is not a specifically female thing. But because females have more leeway with their clothes, the symbolism is more obvious, and the opportunity for discussion and analysis that much greater. The personal is political, and there is little that is as personal as what you put on your body.
Just consider Yulia Tymoshenko, the recently elected Ukrainian prime minister ousted from that same position a few years ago. Actually, consider her hair: baby-blonde and famously worn in a braid encircling her head à la peasant girl, a carefully calculated style that transforms her into a sort of living traditional icon, and which, when combined with her increasingly light-coloured clothing, sends a message of purity from corruption, nationalism, and avenging angeldom.
Or think of Ségolène Royal, whose understated and groomed beauty was seen as characteristically French, so much so that she was more often compared to Marianne, the face of the republic, than any other female political figure. She went far - almost to the Elysée - on the idea that she could represent people because, well, physically she seemed to represent them.
By this measure the flowered dress and wide, white figure-enhancing belt that Fernández wore on the day she won the election, along with her heavy eyeliner and tousled hair, are an in-your-face version of femininity, not unlike the typical Latin stereotype. "I am a woman," they say, "and I can eat you for breakfast" - which is pretty much what, as general wisdom has it, the voters want: someone to continue the economic recovery kick-started by her husband, not to mention build a profile internationally.
Likewise, you could see Clinton's trouser suits and simple shirts as the ultimate in corporate gender camouflage; sartorial attempts to uphold, not push, boundaries (despite her occasional penchant for wearing a Fernández-type pink or orange jacket). Her style is straight out of the C-suite, and suggests someone who will run a country in a businesslike manner as opposed to an ideological one.
In other words, Hillary Clinton doesn't look remotely like Cristina Fernández. But they both look a lot like a certain swathe of their countries.