- •Unit 1. Making contacts reading
- •I. Before reading the text learn the following words.
- •Telephoning across cultures
- •II. Answer the following questions.
- •Discussion
- •I. Meeting people
- •I. Here are the words and phrases which are commonly used when we meet
- •Greetings
- •Farewells
- •Thanks and possible answers
- •First words
- •Ending the small talk
- •II. Now make the telephone call yourself, using the words above. Try not to use the notes.
- •III. It is not always possible to follow your original plans. You, or your contact, may want to change an appointment. Study the expressions below.
- •III. The telephone
- •I. This datafile gives you many of the terms and phrases commonly used in making telephone calls.
- •II. After studying the text and the datafile above, decide if the information below is true or false.
- •III. Insert the missing word.
- •IV. Choose the best answer for the phrase:
- •IV. Using the words and expressions you have studied try to explain the system of telephone dialing in our country.
- •II. Answer the following questions.
- •I. You are in London and you want to buy a ticket for Glasgow. Complete the dialogue.
- •II. On the plane.
- •III. At the airport.
- •I. Learn the words you may need for your flight.
- •II. Read the following dialogue. Work in pairs.
- •III. Complete the dialogue using the words you have studied.
- •IV. Use have to and some of the terms from exercise I to complete the following sentences.
- •V. Here are the phrases and questions which you may be asked when you have to pass through the Customs.
- •VI. Complete the dialogue. Work in pairs.
- •VII. Now, it’s your turn to go through the Customs. Make the dialogue. Unit 3. Meetings. Negotiations. Deals. Reading
- •I. Before reading the text find the meaning of the words below in the dictionary. Learn them by heart.
- •II. Answer the following questions.
- •IV. Read and translate the dialogue “Structure and functions of a bank”
- •Discussion meetings. Negotiations. Deals
- •III. Negotiations
- •I. Dr. Smith is holding a two-day seminar on negotiating techniques. At the end of the first morning he gives the group his ten rules for negotiating. Here they are.
- •II. Read Dr. Smith’s rules and then look at the remarks in list a. These remarks are not good for negotiating. Instead, use phrase from list b.
- •V. Complete the questionnaire to find out if you are a good negotiator?
- •IV. Deals
- •I. The words below show some of the most common uses of the word deal.
- •II. Complete these sentences using each of the phrases above in the appropriate form.
- •Unit 4. Company structure reading
- •I. Before reading the text find the meaning of the words below in the dictionary. Learn them by heart.
- •Company structure
- •II. Answer the following questions.
- •Discussion the inner structure of a company
- •II. Using the information above answer the following questions.
- •III. Give your view on features listed below. Which of them are the most important for the manager? Which ones are not so essential?
- •IV. Read the text about mts Systems Corporation and complete the following “fact file” organisation chart below.
- •V. Now read the text again and complete the organisation chart
- •VI. Circle the word that does not belong in each horizontal group.
- •Marketing
- •II. Answer the following questions.
- •III. Read Mr. Lopez presentation.
- •IV. Below are some notes made by one of the colleagues of Mr. Lopez , some of them should be corrected. Write true or false against each statement.
- •V. Before reading the text, discuss these questions. Then read the text.
- •Zumo – creating a global brand.
- •Unit 6. Advertising reading
- •Advertising
- •II: Sort out the most important information from the text and retell it.
- •Sacrilege
- •V. Find words or expressions in the text which correspond to the following definitions.
- •Discussion
- •Focus Advertising
- •Writing
- •Unit 7. Money reading
- •I. Before reading the text learn the following words.
- •The dollar
- •The pound
- •II. Answer the following questions:
- •Discussion
- •You and your money
- •I. Do the quiz individually. Then compare answers with a partner.
- •II. Translate the following phrases:
- •III. In your opinion, which of the following give the best return on your money? Which are very risky? Which are less risky?
- •I. Work in three groups. Each group reads a different text: either The South Sea Bubble or Tulipomania or The Wall Street Crash. Make notes on the key points. The south sea bubble
- •Tulipomania
- •The wall street crash
- •II. Form new groups of three people, each of whom has read a different text. Exchange information and complete the chart below.
- •III. Discuss these questions.
- •IV. Work in groups. Find words or phrases in the texts which are similar in meaning to the definitions below. The first group to finish is the winner.
- •Angel investment
- •1. The Business
- •Writing
- •Unit 8. Employment reading
- •I. Before reading the text learn the following words.
- •How to select the best candidates - and avoid the worst
- •II. Answer the following questions.
- •III. In another part of the article (not included here), the writer suggests that selectors should look for three qualities:
- •Discussion
- •Job interview. Dialogue
- •I. Read and translate the dialogue:
- •II. In pairs, make conversations using the prompts below.
- •II. Discuss these questions.
- •III. Match the adjectives in column a to the nouns in column b. Make six word partnerships.
- •IV. Now complete these sentences with word partnerships from the list.
- •Writing
- •II. Write your own letter of application in reply to the following advertisement:
- •Unit 9. Cultures in business reading
- •I. Before reading the text learn the following words.
- •The impact of culture on business
- •I. Which do you think of the three statements (a, b, or c) given below the extract offers the most accurate summary.
- •II. Read the text again. Identify the following:
- •Ian Hamilton Fazey examines a ten-point guide to doing export business in Japan.
- •Discussion
- •Visitors from china
- •Writing
- •Differences between British and American Letters
- •Discussion
- •II. Put an f for formal and an I for informal language. Give reasons.
- •III. Read the two models and find out which model:
- •IV. Match these phrases with the types of letters. Give more opening phrases and endings for each type of letter.
- •VI. Read the following questions and identify the type and style of each letter. Then write any two of them. Write your answer in the appropriate style, using 120-180 words. Do not include addresses.
- •Writing
- •II. Read the instructions below and write a reply including all the information given.
- •Additional information the layout of letters
- •Additional reading the scope of economics
- •How to study economics?
- •Employment
- •Minimum wage
- •Types of inflation
- •Competition
- •Money illusion
- •Money supply
- •Fiscal policy
- •Foreign direct investment
- •Free trade
- •Globalisation
- •Taxation
- •An advertisement for the new ford puma
- •Eye contact
- •Letters and documents
- •Contents
IV. Below are some notes made by one of the colleagues of Mr. Lopez , some of them should be corrected. Write true or false against each statement.
1) Mr Lopez is English.
2) We are planning to launch the product next week.
3) The new product is an orange-flavoured drink.
4) Citrus Incorporated has not produced a lemon drink for two years.
5) Everyone thinks there is a gap in the market.
6) We are aiming at a new type of consumer.
7) The container design is unchanged.
8) The design of the packaging will mean that the product is cheaper.
9) The drink comes in both bottles and cans.
10) The flavour is rather artificial.
11) The calorie-content of the drink is relatively low.
V. Before reading the text, discuss these questions. Then read the text.
1. What are the advantages for a company of expanding beyond its domestic market?
2. What kinds of problem do companies face when they go international?
3. What methods can companies use to enter overseas markets?
4. Think of some global brands – for example in the car, fast food or soft
drink industries. How are they tailored to meet local needs?
Zumo – creating a global brand.
Background
The best-selling sports drink, Zumo, is produced by Zumospa, a food and drinks company based in Valencia, Spain. In the last financial year, Zumo contributed €30 million to Zumospa's annual sales revenue, accounting for 20% of the company's total turnover, and €4.5 million in profits. It is, in fact, Zumospa's cash cow, generating more revenue than any other of its products.
At present, Zumo is sold only in Europe. However, the sports drink market is the most rapidly growing segment of the world beverage market. Zumospa would like to make Zumo a global brand, even though the market is very competitive, with major companies such as Coca-Cola, Pepsi Cola and Heinz fighting for market share.
Marketing
• Launched in the mid 1980s. Positioned as an energy product for fitness-conscious people, especially sportsmen and women between the ages of 20 and 45.
• Distributed mainly through grocery stores, convenience stores and supermarkets. Also through sports clubs. Also, sales generated through contracts with professional leagues, such as football, golf and tennis associations.
• Press, TV and radio advertising is backed up by endorsement contracts with famous European footballers and tennis stars.
• Zumo is offered in four flavours and its price is in the medium range.
Developing a global brand
Zumospa needs to reposition Zumo for the global market. Initial research suggests that Zumo is perceived as a Spanish drink, and its close identification with Spain may not be suitable when developing a global brand.
Zumospa would like to launch a global campaign focussing first on South America, Mexico, the Southern states of the US and Japan, where they have regional offices. A decision has been taken to use a standardized advertising theme in these markets, although the copy of the advertisements and language of the TV and radio commercials will be adapted to local needs.
VI. Before setting up focus groups in the areas and commissioning market surveys, the Marketing Department of Zumospa have organised an informal departmental meeting to brainstorm ideas for their global marketing strategy. You are members of the Marketing Department of Zumospa. Work in groups and brainstorm the points listed below. Then give a presentation on the development of a new drink, using the phrases given in exercise II above.
Does Zumo need a new name? If so, what?
Introduce new Zumo varieties for different market segments (Diet Zumo? Other versions?)
Re-design Zumo bottle/can? If so, how?
Create a new slogan? Suggestions?
Ideas for TV and radio advertisement? Also, newspapers and magazines?
Price-Medium range?
How to compete against similar products from Coke, Pepsi, Heinz, etc?
New market opportunities for Zumo?
Create a special division to market Zumo world wide.
Apply to be official sponsor at next Olympic games.