- •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
V. Find words or expressions in the text which correspond to the following definitions.
a public space reserved for advertisers to put their ads on (para 1) billboard
large pictures or notices put up in a public place to advertise something (para 1) p__________
human interest subjects (para 5) s i
people or companies who pay tor a professional service (рarа6) с____________
try to win a business deal (para 6) to p t b
time and space given by the media to a particular news item (para 7) с_____________
the person in charge of developing ideas for advertising campaigns (para 8) С D________
a social custom which means a particular activity or subject must be avoided (para 8)
t
Discussion
What is your favorite advertisement? Why do you like it?
What kind of advertisement do you like?
Which of the following statements do you agree with?
1. People remember advertisements not products.
2. Advertising raises prices.
3. Advertising has a bad influence on children
Newspapers and TV are two advertising media. Can you think of others?
Focus Advertising
Background
Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and effective campaigns. Recently however, Focus's reputation was damaged when two major clients changed to rival agencies. Focus now needs to convince potential clients that it still has plenty of creative ideas to offer.
At present, Focus is competing against some well-known agencies for several contracts. It has been asked to present ideas for advertising campaigns to the managements of the companies concerned. Concepts are required for the following advertising campaigns:
• A sports car A high-priced, hand-finished model with a classic design. The car was popular in the 1950s and 60s. An American firm now wants to re-launch it. (Target consumers will be high-income executives with a sense of fun and style.) Aim: An international campaign, with advertising adapted to local markets.
• A perfume A unisex perfume, with bio-degradable packaging. Produced by a well-known up-market manufacturer. The company now wishes to enter the lower end of the market.
Aim: Launch the perfume in an English- speaking country.
• A chain of eight London restaurants The restaurants (specialising in your national cuisine) are in prime positions and offer extensive menus. They are reasonably priced, but are not attracting enough customers.
Aim: A creative campaign to improve sales.
• A major bank The bank (in an English- speaking country) wants to advertise the following new services:
1 Competitive low-interest mortgages
2 Direct telephone banking
3 A foreign travel service
It has also asked your agency to suggest others.
Aim: Develop loyalty among existing customers and attract new ones.
Task
You are members of an advertising team at Focus. Prepare an advertising campaign for one of the products or services. Use the Key questions below to help you. Then present your campaign to the management of the company concerned. (At this stage, you have not been asked to prepare a budget.) When you are not presenting your campaign, play the role of the company's management. Listen and ask questions. Use the Assessment sheet below to choose:
a) the best campaign concept
b) the most effective presentation.
KEY QUESTIONS (ADVERTISING TEAM)
What is the campaign's key message?
What special features does the product or service have?
What are its USPs (Unique Selling Points)?
Who is your target audience?
What media will you use? Several, or just one or two?
If you use:
an advertisement - write the text and do rough art work.
a TV commercial - use a story board to illustrate your idea.
a radio spot - write the script, including sound effects and music.
other media - indicate what pictures, text, slogans, etc. will be used.
What special promotions will you use at the start of the campaign?
ASSESSMENT SHEET (MANAGERS)
Give a score of 1-5 for each category: 5 = outstanding 1 = poor
Campaign concept |
Presentation
|
1 Will it get the target audience's attention? 2 Will it capture their imagination? 3 Does it have a clear, effective message? 4 Will it differentiate the product or service? 5 Will it persuade the target audience to buy the product or service? 6 Will the target audience remember the campaign? TOTAL: 30 |
1 Was it interesting? Did it impress you? 2 Was it clear? 3 Was there enough eye contact? 4 Was the pace too quick, too slow, or just right? 5 Was the language fluent, accurate and appropriate? 6 Was the voice clear enough? Was it varied in pitch or monotonous? TOTAL: 30
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