1.a Business travellers’ problems 1

1.b A business traveler’s priorities 1

1.c Causes and effects of air-rage 2

2.a What is culture? Culture-creating factors 2

2.b Doing business across cultures. Cultural awareness 2

3.a Characteristics of branded goods. Brand strategy options 3

3.b Outsourcing production. Its impact on quality 3

4.a Advertising media and methods. Advantages and disadvantages 4

4.b Successful advertising campaign. (Nike) 4

4.c Planning an advertising campaign 5

5.a The concept of leadership. Are leaders born or made? 5

5.b Leadership Styles 6

5.c The founder of IKEA as an example of a leader 6

6.a Different stages in a new product launch 7

6.b Innovations at Procter and Gamble 7

1.A Business travellers’ problems

In the modern world doing business is absolutely impossible without travelling to meet your foreign partners. Business travelers often have to deal with against numerous problems they face while travelling. This is:

1. not enough leg-room

2. lost or delayed luggage

3. long queues at check-in

4. poor quality food and drink

5. no baggage trolleys available

6. overbooking of seats

7. flight delays and cancellations

8. jet-lag

9. high-price at ticket

10. uncomfortable/ unsafety

11. long-term journey

Not all of the above-mentioned problems can be solved immediately, but more and more airlines are improving the quality of service. Ticket-booking now can be made by Internet, phone or fax and free delivery is available. Sometimes you can check in on the airline website or use electronic check-in device in the airport to avoid queuing.

Every air company has to take into consideration all the reasons for passenger dissatisfaction.

1.B a business traveler’s priorities

All expectations of the business traveler connected with air travel are concerned with time-saving and staying active and able to work. Business traveler’s priorities are

1. good organization

2. balancing cost with comfort

3. easy booking

4. being patient

5. regular transport

6. airline food

7. Internet access in the lounge

To sum up, business travellers’ expectations are met only if they can concentrate on their business, which is their main priority.

1.C Causes and effects of air-rage

Air rage is a phenomenon of a passenger characterized by disorientation, irritability and high stress level. Main the causes of air rage are:

1. poor: air quality, service, quality of food, drink

2. too many passengers on a plane

3. noise passengers

4. not enough cabin crew

5. people drinking alcohol

6. flights not leaving on time

7. long queues at check-in

8. lost luggage

Air rage problem should be seen as a serious threat to air safety. In closed spaces it can lead to:

• panic and mass unrest onboard

• it can cause discomfort and disturb passengers

• it makes the work of cabin crew more stressful and difficult.

The problem of air rage has become so large-scale that air companies have to do something about it. First of all, they need to dramatically improve the quality of service to reduce the stress level.

2.A What is culture? Culture-creating factors

Culture is a word that has many different meanings. There are 164 definitions of “culture”, however, it is usually understood as historically a certain level of development of society and human, expressed in the types and forms of organization of life and human activities, as well as they create material and spiritual values.

There are some culture-creating factors:

1. Geography (features terrain, mountains, rives, sea)

2. Climate (I mean weather conditions in different seasons and their length)

3. Religion (Particular belief systems with their rituals and traditions)

4. Historical events (wars, revolutions, natural disasters)

5. Values (things which are considered important and guide people’s lives such as attitudes to family, money, honesty, superstitions and nature)

6. Language (tool of communication between different cultures).

The list of factors shaping culture can be a long one, but the key factors listed above.