Pp Business English Jon Naunton Additional material by James Greenan ‘ile Upper-Intermediate OXFORD ‘UNIVERSITY PRESS3 Prioritizing titanate! disaster 21s (eT eae LISTENING An advertising agency Debt advice Scheduling large projects READING Generation Y An entrepreneur “Time management GRAMMAR« The present The past The future LANGUAGE Giving opinions | Apologies, criticism, | Requests and offers FOR and deductions i; SPEAKING Advertising controls Assessing blame Delegating tasks CASE STUDY |The Boston Matrix Making career ‘| Critical path analysis — i decisions eet gS . WRITING Advertising copy Abbreviations Letters requesting. payment CD-ROM Managing Director, A designer A project manager, i marketing agency | model-making4 Globalization 5 Company culture | 6 Supply and demand Organizational cultures Elasticity of demand SPEAKING i One-minute Summarizing arguments.‘| 8 Staying 9 International : DUETS p86 competitive LISTENING Negotiating ‘A management Export consultant documentation READING Negotiating strategies International Transporting goods competition GRAMMAR Conditionals Verb patterns Passives 9 EE —————— eee LANGUAGE Dealing with customer Making presentations | Welcoming visitors. FOR complaints | SPEAKING Dealing with call centre Rescuing sales Describing a process complaints CASE STUDY Red and blue stylists. Rules of competition _| Moving production _ | | overseas | WRITING Responding to customer Reports A poster presentation complaints CD-ROM A headhunter. A business consultant —_A research scientist42Reputations LISTENING Getting a job interview Franchises Repairing a reputation READING Company loyalty Family businesses Phrasal verbs GRAMMAR , Adjective and adverb patterns aie asl LANGUAGE Handling interview Responding to requests | Clarify FOR questions / suggestions be I i SPEAKING Different types of Starting up a business Checking and interview clarifying information CASE STUDY Choosing a candidate A franchise opportunity Court for a job s WRITING Job application letters A letter requesting Apress release financial support An employment and training adviser A family business Information files Grammar guide Listening script CD-ROM Answer key Glossary p126 p135, 146 p59 pt64‘ i Target markets TALKING BUSINESS 41 Read about OGO. Then work in groups to design an advertising strategy for the product. Think about: which consumers you would target how you could advertise the product. ‘Two Dutch entrepreneurs are trying to sell oxygen ina can. The product, called OGO, costs about £8.99 and gives five minutes’ worth of oxygen. Richard Hammond \ of Spirit, the advertising agency appointed to handle 0G0's launch in the UK, is confident of success. He says that bottled water was once considered unmarketable because water was freely available from the tap. He ‘points out: ‘The mineral water market didn’t exist fifteen years ago and now it is worth $256n worldwide.’ The Independent LISTENING 4 GP Joan Howard works for a top British advertising company. She is being interviewed about her job. Listen to part A. 1. Joan mentions the following advertising roles. What does she say about each one? copywriters account managers. 2 What stressful event is Joan dealing with? 2 1) Listen to part B. 1 What important information does an advertising agency need from its client? 2. How does it help the agency to create an advertising strategy? 3 GAY) Joan discusses two ways of finding out if an advertising campaign has been successful. Listen to part C and summarize it using these notes to help you. ‘Tracking studies let agencies know ! (One way you can find out if a campaign has been successful is by using before 2 This tells the agency if the target audience’ attitudesTarget markets 4. Study listening script 1.1 on page 146 and add words to do with advertising to the spidergram. GRAMMAR ‘The present 41 Match the sentences a-d with the definitions of use 1-4. a repeated action starting in the past and continuing up to the present a routine action an activity in progress in the present something that happened in an unfinished time period We plan the campaigns with the client. She has worked with some major clients during her career. She is currently working at the organization's New York office. ‘We've been looking for a replacement. 2. Identify the tenses in a-d in 1 above. 3. Turnto part A of listening script 1.1 on page 146. Find other examples of each tense and say why they are used in each case. 4 Discuss the difference in meaning between the pairs of sentences below. ‘What do you do? What are you doing? ‘What do you think? What are you thinking? He's impossible! He's being impossible! ‘We have lost market share. ‘We've been losing market share. ‘See page 142 of the grammar guide. 5 Complete the sentences by choosing the correct form in italics. Your advertising plan sounds /is sounding great. High wages generally cause / are causing inflation. ‘They've been interviewing / interviewed new copywriters all morning, Fiona usually is working / works in London, but she is working / works in Ohio for a few months. How long has she written / been writing the report? 1 don’t know /’m not knowing what these survey results mean / are meaning. can’t come on Friday, I'm going / go to Madrid. How many times have you visited / been visiting the Brazilian market?Target markets ID READING Between 1946 and 1964, 72 million babies were born in the USA. There were so many children born that this generation became known as ‘the Baby Boomers. Since then other generations have been identified, such as ‘Generation X’, the 17 million children born between 1965 and 1978, 4. Read the text on page 9 quickly. What is Generation Y and why is it important? 2. Read paragraphs 1-3 of the article again and answer the questions. 1. What do Laura Schaefer and Lori Silverman tell us about changes in fashions between generations? 2 How has this affected companies like Nike and Pepsi? 3. How is Generation ¥ different from Generation X? In what way are they more important? 4 How is Generation Y different from the Baby Boomer generation? 3. Now read paragraphs 4-6 of the article again and answer the questions. 1. Decide if the statements a-f are true (7) or false (F). Find evidence to support your answers. Generation Yers: like celebrity endorsements, enjoy humour and irony in advertisements. istrust slogans and image-building campaigns. aren't brand conscious. belong to different ethnic groups. rely on TV to find out about fashion, 2 How are some brand leaders trying to find out what Generation Yers want? 4 The following words (1-8) appear in bold in the text. Match them with the definitions a-h on the right. 1 over avery stylish 2 toshape tastes ba long period of advertising 3. rival € all the same, used to describe a group 4 slick finished, no longer fashionable 5 irony © asentence like a slogan, used in advertising 6 tagline f akind of humour where the meaning is hidden 7 homogenous tocreate / change consumer interests h 8 campaign competing, used for a business opponent 5 Work in groups and discuss these questions. 1 Do you think you have the same kind of marketing generations in your country? 2 Do you think that the Internet and cable / satellite TV have become more important than national TV for advertising products? What do you think is the best way of discovering the tastes and interests of teenage consumers? 4 You can now buy electronic boxes which remove the commercials from TV programmes, How will rms continue to reach and influence their consumers?Generation A across America a new generation of consumers is making its presence felt In one shopping mall, clerk Laura Schaefer has been handling returned goods. “They say “My mom and dad got me these" Parents in Nikes sit quietly while their teenage daughters try (on massive platform shoes. Asked what brands are cool, these feens give a list of names their parents have never heard of. Which brands are over? Now the names are familiar: Levis, Converse, Nike. ‘They just went out of style” shrugs Lor Stverman, 13, Labels that have shaped popular tastes since the Baby Boomers were young simply aren't producing the same excitement with todays kids. PepsiCo, Inc. has struggled to build loyalty among teens, Nike Inc's sales are tumbling as the brand sinks in teen popularity polls, while Levi Strauss & Co. is fighting falling market share. Meanwhile, newcomers in entertainment, sports equipment and fashion have become hot names. Today's kids aren't Baby Boomers. They're part of Generation Y which rivals the baby boom in size and will soon rival itn buying power. Generation Yis the 60 milion tildren born between 1979 and 1994. Marketers haven't been given an opportunity lke this since the baby boom, Yet fora lot of established brands, Generation Y presents huge risks. Boomer brands flopped in their attempts to reach Generation X, but with only 7 milion that was tolerable. This is the first generation fo hurt a Boomer brand simply by ignoring it- and big enough to launch rival brands. Companies unable o connect with Generation ¥ willlose out on a vast new market. Along with cynicism, Generation Ys marked by a distinctly practical worldview. Raised in dual income and single-parent families, they've already been «given substantial financial responsibilty. Surveys show they are deeply involved in family purchases, be they groceries or a new car. Most expect to have careers and are already ‘thinking about home ownership. Nike has found out the hard way that Generation Y is different. Although stil popular among teens, the brand has lost is tight hold on the market in recent years. Nike slick national ad campaigns, emphasizing image and celebrity, helped build the brand among Boomers, but they have Target markets i NS backfired with Generation Y. tt doesn't matter to me that Michael Jordan has endorsed Nikes; says Ben Dukes, 13. instead Generation Yers respond to humour, irony, and the truth, Sprite has scored with ads that make fun of celebrity endorsers and carry the tagline ‘mage isnothing. Obey your thirst! This doesn't mean that Generation Yers aren't brand- conscious. But marketing experts say they form a less homogeneous market than their parents. One factor is their racial and ethnic diversity. Another is the breaking up of media, with network TV being replaced by cable channels, Most important is the rise ofthe Internet, which has sped up the fashion life cycle by letting kids everywhere find out about even the most obscure trends as they emerge. It's the Generation Y medium of choice, just as network TV was for Boomers. Marketers who dont learn the interests and obsessions of Generation Y will meet a wall of cynicism and distrust. To break through this, marketers are making their campaigns more subtle and more local. A growing number, including Universal Studios, Coca-Cola, and McDonald's are using ‘street teams’. Made up of young people, the teams hang out in dubs, parks and mals faking to teens about everything from fashion to finance. Will the brands that grew up with Baby Boomers re-invent themselves for Generation Y, or will the new brands of the Millennium bear names that most of shave not yet heard of? ass WekTarget markets FD LANGUAGE FOR giving opinions 41 (42) Three people are discussing an advertisement showing children doing dangerous activities. Listen to their conversation and decide who you agree with. 2 (G2) Listen again and fill in the gaps. Magtin: So this kids’ commercial, then? aot: I think it’s? It's a lot of fuss about nothing, Magtin: Yeah, 13 + . advertising is just a bit of fun, Cano: Yes, § ‘we should be more worried about the TV programmes themselves. Magn: & » Megan? Mecan: Well, | suppose so, 7 mean, ® . but don't you think advertisers should be more careful? Kids can be very influenced by advertisements. Marin: ! Even children don’t believe everything they see on TV, 3. Which expressions are used to: introduce opinions? invite other people's opinions? agree? disagree? acknowledge what someone has said? 4 What other phrases for giving opinions do you know off» Target markets 0 SPEAKING 4. What advertising controls exist in your country? 2. Adbusters is an anti-consumerism organization based in Canada, It campaigns against big brand advertising and the over-consumption of developed countries. Look at this Adbusters ‘un-commercia? which is trying to encourage people to turn their TVs off for a week. What other meaning of ‘turn off” is used in the commercial? 1 Do you agree with Adbusters that the child will have watched 350,000 commercials by the time she graduates from high school? 2. How easy do you think itis to influence children with advertising? 3 Can TV advertising be a force for good? By the time this child ‘graduates from high school, her brain will have ‘absorbed 350,000 television commercials, 100,000 alcohol ads and a daily barrage of sex and violence. If that doesn’t by ‘urn you off, nothing will? oe Eee 3 Look at this second ‘un-commercial from Adbusters. What do you think itis trying to say? “The living room is the factory, the product being manufactured is you.” ‘hetp://adbusters.org/eamp 4. Workin two groups. Group A, think of arguments in support of the advertisement. Group B, think of arguments against it. When you are ready, find a partner from the other group and give each other your opinions. Try to use words and phrases from the Language for section on page 10.Target markets HD) CASE STUDY 41 Nearly all products follow a typical life cycle. Study the graph below. THE PRODUCT LIFE CYCLE Sales by volume ———. ‘Arrows and position show the direction the product is moving, in, Size shows the relative T¢—<——<$—$$$$$$>>__—} importance of the product. Stars 1. Decide where the stages in the box belong. New products with a large rmatket shaves Tha need to decline launch ~—peak_—_final decline and death keep spending on promotion relaunch growth maturity and development means that 2 How do companies relaunch products? profits remain low. Stars appear in a growing market. 2. The Boston Matrixis a way of classifying a company’s product range. Cash cows 1 Read about the four categories the Boston Matrix uses. How do the categories Mature products with a large relate to the product life cycle? ‘market share of a low-growth 2 Think of a well-established business in your country. Think where its products market. Highly profitable. might fit on the product life cycle and the Boston Matrix. Question marks Low market share in high- 3 Stevens is a British manufacturer of boxed board games. pov ele coe oe 1 Read the notes about four of i ea tes about four of its key products. Dogs Fans Pro ih act lat Gangstaz Wordsters are and litle / no growth. Products near end of life GS ate hare nee Aword-based game. ‘gycle or unsuccessful products : : wax, Sherlock Sketchit OTA board game. drawing and acting. 2 G3) Listen to members of Stevens's marketing department discussing the games. Decide where each one belongs on the Boston Matrix. 3 (G3) Listen again. Which game hhas won a large share of the market in its first year? has been a big disappointment? should have a special edition? finds itself in a saturated market?io Target markets 8 4, Lookat the boxes in the picture and read the information about three further ‘games which the company produces. Who would the games appeal to? a Empire: Players rule the world by throwing dice and defeating the other players’ armies. b_ Who's there2: A logic-based game where two players guess the identity of a character, ¢ Bidders: An auction game based on works of art and antiques, 5 Workin groups of three (A, B, and C) and have a board meeting about the performance and future of these three games. You have $1,000,000 to invest. Decide: where to invest the money whether to discontinue any of the games whether to repackage any of the games. Student A turn to File 1 on page 126. Student B turn to File 11 on page 129. Student C turn to File 24 on page 132. Study your notes and role-play your meeting. 6 Brainstorm ideas for other games you could produce,“ Target markets ED AIDA Advertisers often follow an AIDA model in their advertisements and sales literature, AIDA stands for: ‘A~ getting the reader's attention 1 developing the reader's interest D— encouraging the reader to make a decision ‘A~ the reader acts on his / her decision, WRITING 4. Using the AIDA principle from. the business tip, rearrange the advertisement below in the correct order, a What's more, with thirty funky designs to choose from, your kids will be proud to wear them. (ero Xela to put on, or that theyre Just not cool” ¢ So don’t delay: for a full-colour brochure and your nearest stockist, call the free phone number or visit our website on www.kooleasque.com. mTOR Norte ive Pethoit pitts 4 At Koolcasque, we've taken ten years to develop our Super-clip system, which means our feather-light helmets can be put on or taken off in seconds. € As parents we know that even a simple fall from a bike can cause a serious head injury. f So why is it a constant battle to get our kids to wear a helmet? 2. BMW has introduced a City Scooter. Read the information and identify its Unique Selling Points (USPs). era I i + stylish and different ~ 0 new concept all-weather protection + 125 cc engine: cheap to tox ‘nd insure + low fuel consumption and environmentally clean + as safe as a small car: ‘aluminium frame and seat belts + provides pleasure of two-wheeled transport without the dangers wwe co.uk 3- Work in three groups. Following the AIDA principles, write advertising copy for: Group A ~a business magazine for young urban professionals. (Turn to File 3 on page 126) Group B~ the motoring section of a Sunday newspaper. (Turn to File 15 on page 129) Group C~ a magazine for students. (Turn to File 25 on page 132)Target markets 18 VIDEO CD-ROM INTERVIEW 4. PAUSE FOR THOUGHT: You are going to hear Matthew talking about ( advertising, Before you watch, complete the sentences below, according to your ‘own opinion. 1 The ... to... age group is the hardest to reach through advertising. | 2 The most memorable advertising campaigns are ones that 2. Now watch 1 Target markets, INTERVIEW. Compare your answers in 1 with what Matthew says. 3. Read the questions below, then watch 1 Target markets, INTERVIEW, again, and answer the questions. 41. What is the most difficult thing to get right in advertising? What mistake do people tend to make when trying to do this? (Gell) them at a profit Some years later while she # (Work) for Telecom-Soft, a division Of BT, she was given the task of developing its computer games brands. She H ___. (travel) to Japan and § (build up) a portfolio, of products for BT to sel. At this time, games consoles ”_ (become) increasingly popular and she *_ x. (ealize) the sector's enormous potential. She” ___ Gill work) for BT when she 0 (approach) by Fil, a division of the French conglomerate Thomson. For some time, FIL". (look for) someone with good contacts in Japan to expand their games development. FIL? Converted into computer game Cavanagh’s mind to Triumph and disaster 9 ARES; OU SUN Work in pairs to create the story of another entrepreneur. Student A turn to File 5 on page 127. Student B turn to File 26 on page 133.| 7 Triumph and disaster ao LANGUAGE FOR apologies, criticism, and deductions 4. When things go wrong, how easy do you find it to say sorry? 2. Read sentences 1-8 and say which are: apologies criticisms deductions. She must have been really embarrassed. Tam so sorry for the misunderstanding. He can't have been very pleased. Oh dear, you really shouldn’t have said that. Ido hope you'll forgive me for the other evening, I would like to apologize for what happened. ‘We ought to have briefed them better. Why weren't you there? 3. Which responses a-g below are used to: continue a complaint or criticism? politely refuse responsibility? accept an apology? It shouldn't have happened in the first place. didn't realize I was supposed to do that. Don't worry about it It couldn’t be helped. Never mind, these things happen. appreciate you're upset, but it’s nothing to do with me. It was unacceptable! Don't blame me — it's not my fault 4. Inppairs, create mini-dialogues around 1-3 below based on the forms and expressions in 2 and 3. 1 Acolleague has badly damaged the photocopier by trying to photocopy onto a sheet of plastic which has melted inside the machine. 2 Acolleague tells you that they have just been speaking to someone who was sent the wrong order not just once, but three times! 3. You asked a junior colleague to complete some important documents for you. Unfortunately he or she has made a mess of it and is very upset. You realize that it was really your fault because you didn’t tell them what to do.2 | Triumph and disaster a SPEAKING 4. Read the situation, Who do you think was responsible for what happened? Rank these people 1 (most responsible) to 5 (least responsible). the group leader the group of visitors the driver of the forklift truck the manager who authorized the visit the employee who was acting as a guide Sexton's shoe factory often conducts tours. _ chemicals were spilt resulting in the Normally such visits are without incident, evacuation of much of the factory, No one but last week a group was walking through was hurt but the fire brigade had to be called a storage area where an accident with a to clear up the mess and there was some bad fork-lift truck occurred. Some dangerous publicity for Sexton's in the local news. 2. Work in pairs to discuss your ranking. 3. Workin groups of three. Sexton's is having a meeting to discuss the accident. Each member of the group takes one of the roles below, either the manager, the guide, or the fork-lift truck driver. Read your information carefully and then role-play the meeting between the three people. Decide who is responsible for the accident and who should apologize. Try to use words and phrases from the Language for section ‘on page 20. Renee ‘There was a mix-up over the time of the visit. You asked an inexperienced member of staff to accompany the visitors. However, you didn’t imagine that she would take the group into one of the most dangerous parts of the factory. The fork-lift truck driver has been involved in a number of other accidents. The level of damage suggests he was driving it too fast. The guide ‘The manager asked you to conduct the visit even though you'd never done this before. You didn’t know that the warehouse was ‘off-limits’. | You found the group difficult to control, particularly when their leader left to make a telephone call. You are very upset by what happened. Rie There is a strict one-way system in the factory. You lost control of the | forlelift truck when a group of people unexpectedly walked across your path. You crashed into the drums of chemicals. You don't want to be made a scapegoat for what happened.1 Ifyou stop now you will miss a lifetime business ‘opportunity. You should give up your art course and concentrate on the jewellery business. Go to 10. You should carry on with your art course and graduate in two years’ time. Mterwards you can always go back to the jewellery business. It will still be there, Go to 15. 2 The department store says it will carry on buying your jewellery on condition that they sell it under its name. (You will have to remove any details of your company from boxes and packaging.) You like the idea of a guaranteed income which will help your company Brow. You accept their offer. Go to 13. You insist on your independence and look for other customers. You turn down the offer. Go to 21. CASE STUDY Work in pairs. You are both students at art college. For the last two winters you have had holiday jobs as skiing instructors. Two seasons ago you started to sell distinctive items of jewellery made to your own design, They were very popular and you have earned £3,000. You are now deciding what you should do. 3 Your fragrances and clothes are a complete flop and damage your reputation. You are lucky enough to have another offer from the Luxury Label. However, the offer is greatly reduced. You still have enough to pay off your debts and walk away with ‘enough money to start again. MIXED TRIUMPH 4 The department store buyers like your designs but think they need more work. However, you have spent most of your bank loan and need to raise some more money. You go back to the bank and ask for a new loan. 6o to 28. You abandon your ambitious plans ‘and sell the car. You invest the last of your money on a new workshop and perfecting your designs. Go to 17. 5 Your shop in le Marais becomes very successful, You are still quite ambitious for further success. You open shops in St Petersburg and Palm Beach. Go to 30. You decide to stretch your brand and produce accessories such as belts and leather goods carrying your logo and Jewellery. Go to 25. 6 The franchise is a limited success but takes all your energy and creativity. You haven't become rich but at least you are comfortably off. MIXED TRIUMPH. 7 Your customer accepts the new. deal you offer them. They recognize that your goods offer quality and good value for money. The business You are going to make a series of business decisions which will lead to triumph or disaster, or a mixed triumph. Work together and make your first de ten or fifteen depending on your choice and follow the instructions there. Points 1-23 are below, Points 24-35 are on page 134. n. Go to point grows and you develop a wider customer base. You now aim to establish your jewellery as a recognizable brand. You spend a large amount of money on advertising in fashion magazines, Goto 27, You convince well-known celebrit wear your jewellery and focus on product placement on TV programmes. Go to 17, sto 8 You meet a small but successful firm of jewellery makers at the fair. They are very excited by your designs and the quality of your work. They invite you to go into partnership in the States. This will mean sharing the secret of your techniques. You decide to trust them and take up their offer. Go to 14. You are flattered by their offer but think the risk is too great. Go to 19. 9 The department store’s offer guarantees you an income for the next two years. On the strength of this ‘you become a limited company. You can now plan your next step. You continue to design and develop ‘your range. You employ more people. Go to 2. You focus on finding new customers for ‘your existing designs. Go to 21. 10 You realize that you need more money than your £3,000 to expand your business. You go to the bank and ask them for a loan. Go to 18. You approach family and friends to see if they are willing to finance you, Go to 23.11 Congratulations! The bank has accepted your business plan. You now have enough money to invest in your ‘company’s future. You invest in a new workshop and equipment and work on perfecting your designs and a characteristic new Jogo. 60 to 17. You buy a Smart Car, invest in brochures, and entertain buyers in department stores. Go to 4. 42 There is no snow this winter in the resorts where the chain has its shops. They return all their goods to you and you cannot meet your liabilities. You go bankrupt and lose everything. DISASTER 13 The department store can now dictate terms to you: they demand to pay for all orders in instalments, among other things. However, they promise continued business. You stay with the store's exclusive contract and plan for the future. Go to 35. You decide to leave the rat race and explore other options. Go to 27. 14 Well done for trusting your judgement. Your acquaintances become dynamic business partners. You become an overnight success. You open a chain of jewellery shops and become rich, successful, and happy. TRIUMPH 15 The moment has passed and you never get organized. You spend the next twenty years wondering what would have happened DISASTER 16 With the business angel's money you expand rapidly. You can improve ‘on your designs and invest in marketing. A top department store is interested in stocking your jewellery. However, it insists on exclusivity for the first two years, You decide to take the store’s offer and do not look for other opportunities. Goto9. You decide that you do not want to be tied to an exclusive contract. 60 to 21. 17 A fashion magazine writes an article about you and you are approached by small shops and private buyers and jewellery collectors. You have to decide whether to expand or consolidate. You decide to raise awareness of your name by investing money in advertising on local radio. Go to 27. You decide to keep your business small and produce expensive upmarket items. Go to 20. THE NEXT t BEST THING! 18 The bank says you can’t have a Joan without a business plan which includes a budget, sales, and cash- flow forecasts, You produce a business plan you think the bank will accept. Go to 11. You decide to approach your family and friends. Go to 23. Triumph and disaster 2B 19 By turning down this opportunity you have had your last chance. You simply run out of money and have to get a job with another jewellery firm. DISASTER 20 Your work is becoming bette known and you sell some expensive items to celebrities and film stars. You ‘want to broaden your customer base. You consolidate and open a tiny shop in le Marais, an exclusive area of Paris. Go to 5. You invest heavily in a website and selling over the net. Go to 24, 21 You have found two large potential customers. You only have the resources to supply one. Customer insists on double discount but will pay in thirty days. Customer B is a chain of gift shops in mountain resorts. They offer to stock your jewellery on a sale or return basis. This means they will pay if they sell the goods or else they will return them to you. However, they promise to sell your jewellery at the full recommended price. You choose customer A. Go to 26. You choose customer B. Go to 12. 22 Even though the factory's samples ‘were good, its real production was of low quality. About 20% of the production is sub-standard. You send the goods anyway and offer a substantial discount. Go to 33. You send a part-shipment and promise to send the rest when itis ready. Go to 34. 23 Unfortunately no one in your family is prepared to risk their money! However, an uncle introduces you toa business ‘angel’ who is prepared to invest money in your business for a 25% share, You accept the ‘angel's’ offer and sign 4 legal agreement. Go to 16. You decide to approach the bank again with a plan you think the bank will ‘accept. Go to 11. 24-35 on page 134ey Triumph and disaster 2 WRITING 4. Abbreviations are generally not used in formal letters. However, there are a few which are commonly used conventions. Complete the list and then match 1-6 with the definitions of use a-f below. c ene, FAO: Ps. Pp. to add something at the end ofa letter, after the signature to show a letter was signed on behalf of another person to introduce the topic of the letter to say who the letter is for to say who else receives a copy of the letter to say something is included with the letter 2. When using fast methods of communication such as emails and memos, abbreviations and acronyms may also be used in order to save time. This is most often done in emails sent to people working in the same company or department. Look at the abbreviations in the email below. What do they mean? John FYI-— | just received the email below from Lud G Hi Gary | need the sales figures for the Phone-in Fax ASAP. Can you send them this aftemoon pis? BTW tomorrow's meeting has been cancelled. Thanks Ludmilla a 3. Now write an email using your own name. You are a manager asking your PA, Grazia, for an address list of all your main customers. You need this list immediately. Your PA needs to know that you are leaving ten minutes early today for a dentist appointment. She needs to contact the sales manager, Sergio Albero, to send him the agenda for next week’s meeting: you have enclosed a copy of the agenda in your email.-y VIDEO CD-ROM INTERVIEW 4 PAUSE FOR THOUGHT: You are going to hear Tony talking about the history of his company. Before you watch, think about what kind of business decisions you would find it difficult to make, 2. Now watch 2 Triumph and disaster, INTERVIEW. Compare your answer in 4 with. what Tony says. 3 Watch 2 Triumph and disaster, INTERVIEW, again. Make notes on what Tony says, under the headings below. Qualities ofa good entrepreneur History of the company ve vt ow ee Why start-ups offen go |The best start-ups wrong | Debt | Pm AN en Reo LANGUAGE REVIEW 4 Listen to the first three extracts in 2 Triumph and disaster, LANGUAGE: The past. Add to the time lines to represent what Tony and Robert say, as in the example: started company Tow: ——_—__ teat? ‘managing Now large store eee eee Now 2. Now watch Martin’s and Tony's stories in 2 Triumph and disaster, LANGUAGE: The past. Write a summary of what they say, using the phrases in the boxes below. MARTIN: first business mistake contract joke interview Wall Street share/stock price American company Tow: not paid successful difficult project WORDBANK 41 Write definitions of the collocations from the interview in the Vocabulary notebook opposite. 2. Complete the sentences below with a preposition. The factory is to close .., with the loss of 120 jobs. Pottery used to be his hobby, but now he makes a living it. She doesn’t see the merit .__ using consultants. It’s a very impressive invention, but I don't see a market it. Triumph and disaster Ey =~ Tony Portus A designer Vocabulary notebook Deer oveate debt {fall into debt service a debt ick on WORDBANK. Gernot 2 Triumph and disaster.26 TALKING BUSINESS 1 Fifty years ago, experts predicted that in the future people would work less, and have more free time for themselves and their families. 1 How true has this become? 2 How likely is this to change in the future? 2__In some companies workers choose their own hours. 1 Do you think this is a good idea? 2 How would this affect managers? 3 Ifyou could choose your perfect working week, how would you do it? Think about: free time meetings ‘working hours the weekend days off holidays flexitime lunchtime Prioritizing LISTENING 4 31. Franco Ardovini works for a Swiss civil- engineering firm which works on international projects. He is discussing scheduling and prioritizing in large-scale projects. Listen to part A and answer the ‘questions below. 1. What type of engineering projects does Franco's company perform? 2 What does his company insist on before starting a large project? 3. What problems can companies make for themselves? 4 What can happen if a company fails to meet its targets? 5 What kind of project is Franco working on at the moment? 31 Now listen to part B and answer the questions. Franco discusses some of the difficulties his firm can face, Listen to part B and tick (V) the ones he mentions. archaeological problems... legal problems environmental problems crime technical problems strikes political difficulties the weather 2 What happened in each of the cases you ticked?3 Prioritizing n GRAMMAR The future 41 The sentences 1-6 below come from listening script 3.1. Match the verb tenses in 1-6 with the future meanings in a-f below. Hold on, 1! show you the schedule for our latest project. (will) The project ends on 17% November next year. (present simple) By January we'll have finished the control tower. (future perfect) In March we'll be laying the runways. (future continuous) Tomorrow we're starting to build a tunnel. (present continuous) ‘There are rumours that the electricians’ union is going to go on strike, (going to future) an event baséd on a timetable a future prediction based on evidence an action in progress at a stated future time ‘a specific arrangement an action finished before a stated future time a decision made at the moment of speaking 2. Now choose the best future form in the sentences below. 1. Just look at this traffic! We will be / are going to be late. Az Shall I phone for a taxi? B: Don’t bother, I amt going to give / will give you a lift. She will meet / is meeting her new boss tomorrow at three o'clock. ‘What time will /does the next flight leave? By this time next year he will have left / is going to leave the company, This time next week we will be working / are working round the clock. See page 138 of the grammar guide. 3. Certain adjectives can convey a future meaning. 1. Replace the words in bold with certain, quite possible, or arranged. a The presentation is due to begin at eleven o'clock. b Its likely that we won't get the components in time. They are bound to blame us for their delivery problems. 2 Turn to listening script 3.1 on page 148 and find one more example of bound, Eieky 4 SOU e uN Here is a list of possible life and career milestones. 1 Choose five out of the eight and add any others 2. Work with a partner. Use an appropriate form of you wish. Now arrange these into lists of things you the future to discuss your answers to 1. Express ‘expect to have achieved in one, five, and ten years things that: from now. will be in progress finish higher education set up my own business you expect to happen 80 into politics become famous you will have already achieved / done, hhave a baby have a company car start a completely new write a book career} 3 | 2 Prioritizing ] READING 41 How good are you at managing your time? Do you complete tasks before they are due, or leave everything to the last minute? | 2 paragraph and find out: ‘You are going to read an article by an expert on time management. Read the first 1 what problems poor time management can cause. 2 who is usually responsible for wasting our time. 3. Now read the whole article, What practical suggestions does the writer give each of the types of people: ‘omorrows} ‘disorganized types, ‘poor delegators’? Time, like money, is a limited resource. However, although it is possible to make more money, unfortunately you can't create more time; there are only twenty-four hours in a day. The inability to manage time effectively is often a big source of stress. Although frequently we may blame others for ¢ our time, the 1) Tomorrows Tomorrows prefer to think about work rather than ’ doing it. They postpone decisions so:that tomorrow: becomes the busiest day of the week, Hereare some tips for this type. Break huge tasks down into smaller jobs. Set a deadline for the entire task. Don't put itoff, Instead doa litle every day. Draw up ato-do list for the short term ({.e. within the next week); medium term (the next month); and the long term. Each day list the things you need to do today. ‘Make @ work schedule which balances routine tasks with more enjoyable ones. Handle each piece of paper once only: read i, act on i, file it or throw it away. Disorganized types You can recognize these people by the piles of paper on their desks. They're always late for meetings and waste time hunting for lost files, and messages written on small pieces of paper. They are always trying to make up lost time. Typically they believe that creative minds are rarely tidy! Here are some tips for them: Use colour coding to prioritize your work. Invest in a year planner chart Stick to one task and make sure you finish it. IF | ‘you fall behind, do what you can to catch up. Record messages, notes and phone calls in one | place. | Group less important or routine tasks, and treat them as a single task. Poor delegators They waste time doing tasks which could be done by someone else. They lack trust in others | and the ability to say ‘no’ so they take on too much. Some ofthe following might help: Ifa deadline is unrealistic, re-negotiate it or delegate the task Remember that delegation isnt the same as abdication. Take time to explain what is required and check ifthe person anticipates any problems. Ifyou detegate a job, leave the person to get con with it, Learn to say no politely and assertively, Sunday Times» Prioritizing Which of the three stereotypes is speaking in 1-62 If you want a job done wel, do it yourself. Now, where's that address? I wrote it on a bus ticket I don't feel like doing the accounts. We'll have time next week. Its such a big job. I don't know where to start. I must have a quick look at my email it'll only take a minute. ‘Well, Iam really busy, but if you think nobody else can do the job Which personality type best describes you? Which tips would help you manage your own time better? ‘Match the definitions below to the words in bold in the text. the very last date by which a task must be completed give some of your own responsibilities to someone else select the most important or urgent things to do first delay an event until a later date a timetable expect that an unplanned event will happen use time unproductively Complete the sentences below by using an appropriate form of the phrasal verbs in the box. fall behind catchup get on with _—_put off take on draw up breakdown make up 1 Wehave far too much work lately. I just don't know how we are going to manage. 2 The bad weather means that we have schedule on the building contract. 3 It’s time we let them know about the delays. It's embarrassing, but we can't it any longer. If everyone works night shifts, we should be able to Is it OK if I leave early today, Judith? T'l the time on Monday. Thave a list of things we need to do. ‘We've analysed the problem and have it into five different areas. 8 You should spend less time gossiping and your work, ‘Work in pairs. Take turns reading and responding to 1-8 in the previous exercise, for example: We have taken on far too much work lately. I just don't know how we are going to manage Why don’t we recruit new staff? You have to lead a seminar on time management for a group of colleagues. Which Points from the article on page 28 will you tell them about? What other useful tips ‘would you add? 2»30 Prioritizing {like you to leave the ‘company. Do you think you ‘could clear your desk on ‘the way out? LANGUAGE FOR requests and offers 41 Complete the sentences with expressions from the box. Which phrases can be used in more than one sentence? an you ring... Id like you to ... {twas wondering, So if you'd like to Do you think you could... Would you mind ... if you could spare me two minutes. help me sort out these invoices? Richard to organize coffee and biscuits for the conference? organizing the collection for Melissa Bevan? deal with this straightaway. organize your own flight and we will reimburse you. 2 2) Listen and check your answers. 3. Which request could you agree to by answering ‘Of course not? 4 The following orders a-f are not very polite. Express each one as a polite request using the prompts in italics a Post these letters! think Answer this fax! could b File these documents! mind Book your own taxi! ifyou'd ¢ Tidy up the office! Pd like f Take me to the airport! wondering 5 Lookat these replies. Which requests in 1 above do they answer? 1am rather busy. Could we meet later? 1 could, but he doesn’t like taking orders from me. ‘Actually, would mind, I hate asking people for money. I will, just as soon as P've finished this. 6 GS) Listen. 1. How are the words in bold in 5 pronounced? 2. Why do you think the words in bold are stressed? 7 In pairs, read the following questions and answers, paying attention to the words which change their pronunciation according to their stress. 1 A:Do you think we'll reach a decision today? B: Yes, I do. We have all the information we need now. 2 A:I'll have your report by the end of the day, won't I? B: Yes, you will. I'm finishing it off now. I don't think he was there. I didn't see him. B: He was. He arrived late and sat at the back. 4 A:Can you show me how the fax machine works, please? I haven't used this type before. B: Yes, of course I can. You press this button ...SPEAKING 41 Itis Monday morning. Jude James is the PA to the 2. Work in pairs. Try to use words and phrases from the Managing Director of a London-based comps Study Language for section on page 30. her diary and the notes on her desk. Then prioritize the tasks and compile a ‘to do’ list. Student A: You are the office manager, Jude is ill and Memo To: Jude Thanks. 19 ooe Hi Jude, Thanks, Astrid. Date: 19th June Subject: Thefts wor't be back for the rest of the week. You need to give 7 instructions to a temporary secretary who has come from an employment agency to help out while Jude is away. Tell him / her what to do and what the priorities From: Managing Director are. Decide which tasks he / she can do and which ones ‘you will have to delegate to another member of staff. Student B: You area temporary secretary from an There have been quite a few thefts recently by outsiders employment agency. You have been called in to help coming into the building. Please do a letter to all staff out at an office. You are going to ask Student A to help warning them about valuables: bags, coats, etc. ‘you decide what your priorities are. It’s 9.30 on Monday morning. Sound enthusiastic and ready to take charge of what needs to be done. How are my flights coming along? | can finally confirm my sales trip to Brazil and Argentina next month. Can you confirm flight details ASAP with Argos Travel? Ask for brochures for ‘ew office photocopiers, Order samples for new ‘earpet for reception area, H i i Send out questionnaire March for this year’s Chee = — fyi wor’ cheats ncaee Visitors from Brusele, Richard Yo meet Eurostar at 14.15, ook restaurant for dinner. 7-8 people = Beppe’? ‘Talk fo Stuart Leman about job ad. Presentation in conference room pm, Ter Far? Geet card signed for Catherine Moore, Buy Catherine Moore's leaving party. present. (add £50 from pety cath). Brochure to printers ~ final deadline Confirm flights for Asirid Winter's South ‘American sales trip, esnaor Deadline for job ad. Check details with ‘Stuart Leman? uCASE STUDY 2 Prioritizing Critical Path Analysis This is a way of planning a project so that it can be ‘carried out in the shortest possible time. Itinvolves: making a schedule covering all activities in the project, deciding how long each activity will take setting realizable deadlines for each activity deciding how activities relate to each other. to do’ list Jo do Mist 1 send out requests for prize nomi (two weeks) 2. deadline for nominations (six weeks after requests sent out) print invitations (wo weeks) 4 make a shoriis of venues (Wo weeks) one a | Sl approad Arie months before the event) calevers to tender for charity dinner s rt Months 2 3 4 5 6 41. Read the tip on critical path analysis. 2. Read the situation. What could go wrong? You specialize in organizing conferences. The World Computer Games Confederation wants you to organize next year’s award ceremony (‘the Oscars of ‘computer games’). The WCGC has asked you to find a suitable venue (e.g. hotel, famous building) to arrange entertainment and a charity dinner on the night of the ceremony. Tickets cost $2,000 each and about 800 guests are expected, The event will be hosted by the famous comedian Sammy Webb. 3. Workin groups and study the ‘to do’ list. After each item in brackets isan estimate of the time which it will take. Produce a schedule which shows how the event can be organized in the most efficient way. & decide menu and check with sponsors (wo weeks) 4 produce and print tickets and programmes (ree weeks) 10 invite celebrities to present the different awards (six months before the event) send out tickets and programmes: (ight weeks before the event) ‘12. decorate and arrange venue (one aay 1B contact TV chains about filming awa wn) fe Gs soon as the date and venue an < Vy V4 visit venues and ask for quotation: ) 15 advertise event in trade magazines (five months before the event) |. ian 7 8 9 10 iPrioritizing 3 When will you need to start in order to keep the preparation period as short as possible? Present your critical path analysis to another group. ‘Murphy's law’ means ‘anything that can go wrong, will go wrong: Do you have a similar saying in your country? (44), Listen to four problems which have come up with the organization of the ceremony. 1. Summarize each in your own words. Tinine “four months before 1 ane tee ‘two months before 2 six weeks before 3 one week before 4 2 You don’t want to postpone the event and your deadline is definite, What could you do to minimize or deal with the problems from listening script 3.42Prioritizing WRITING 1 What is the difference between a debtor and a creditor? Which would you rather be? 2. What reasons can you think of for not paying a bill on time? 3. Read the letter below. Is it aggressive or supportive? Lam writing to you concerning our invoice JAC/638 for building supplies. According to our records, the invoice, which fell due two weeks ago, is still outstanding. We feel sure that this is a simple oversight: however, if you are experiencing difficulty in paying this account please contact me so that we may discuss alternative ways of settling it As you will remember, we offered a 10% discount on condition that payment was received within thirty days. Unless we are in receipt of payment within five working days we shall be obliged to issue a new invoice for the fall amount. If, in the meantime, you have already settled the original invoice, please disregard this letter. | | | | | J — ee 4_ Find the words and expressions in italics which mean the following: became payable a mistake made by forgetting to do something take no notice of as long as not paid, late have to paid. 5 Why do you think the invoice has remained unpaid? How could the supplier have protected itself? 6 Use the information below to write a letter demanding paym in3 tohelp you: Use the language You supplied 200,000 blank CDs to Skunkx records. It was an emergency order, so you supplied them straightaway on the promise that your invoice would be paid within ten working days. You have been working with the studio for the past three years and there has never been a problem. However, the invoice is now seriously overdue. You suspect that the company may be in financial difficulty. However, you supplied the goods in good faith and want your invoice to be paid. Otherwise you ‘may have to take legal action to recover the debt.“py VIDEO CD-ROM INTERVIEW 4. PAUSE FOR THOUGHT: You are going to hear Lucy talking about project, ‘management. Before you watch, guess which options in the sentences below will best reflect what Lucy says. 1 Model-making requires a lot of creativity / concentration / patience. 2. Lucy does not have to / often has to work evenings and weekends. 3. For Lucy, everything always goes to plan / there are often last-minute changes. 2. Now watch 3 Prioritizing, INTERVIEW. Were your guesses in 1 right? 3 Read the questions below, then watch 3 Prioritizing, INTERVIEW, again, and answer the questions. How many breaks do Lucy’s model-makers have in a day? How does Lucy plan her day? ‘What does she do when scheduling a meeting? Why does Lucy ‘leave a little space’ when she is prioritizing jobs? ‘What different people might typically be involved in a big project? ‘What two things does Lucy schedule dates for? During a project, what usually happens every couple of weeks? ‘Why did one of Lucy’s model-makers have to go to Scotland recently? LANGUAGE REVIEW 41 Watch 3 Prioritizing, LANGUAGE: The future, and complete the table below, as in the example. SPEAKER ONGOING Sreciric Puan ACTION FinisHeD acriviry ARRANGENENT BEFORE A STATED FUTURE TIME 1 Lucy 2 Tim work an Job postions 3 Jon 4 Lucy WORDBANK 41 The idioms below are from the interview. Match them to their definitions in the Vocabulary notebook opposite. be everything to somebody put a hundred per cent into something move something to one side think nothing of 2. Tohelp you remember the idioms in 1, complete the sentences below for yourself. 1 [puta hundred per cent into 2 move everything to one side when 3 is everything to me, 4 [think nothing of 3. Complete the sentences below with a preposition. 1. Let's schedule .... a couple of progress meetings next month. 2 When scheduling a project, you have to allow for people having time 3. Once a client gives final approval to a piece of work, we sign it Prioritizing 35 Lucy Wells Fraser | Aproject manages | modelmaking | Vocabulary notebook Tamang all your effort = do something as if it is wormal, and not unusual or too hare = be the most important thing in somebody's life = stop something to vaalee tine for something thee (ele cued tsi Practise the words in 3 Priori36, Globalization ® “It creates jobs; it causes economic growth, and it creates local wealth. It shares ideas around the world.” TALKING BUSINESS 41 Compare opinions A and B on globalization. Which opinion do you agree with? @ they work long hours for pe ‘The only countries wh S : 1 Indira Prabhu, an economist from India, is being 5s ma LISTENING Se ¥ Gua auTRe interviewed about globalization, Work in pairs. Before you listen, brainstorm what you think 1 Has globalization Indira’s views on the following topics will be: affected your country? ” "Thin abearichiangesin 1. globalization as colonialism eceit eats Ge 2 social justice eb ora 3 the relationship between commodity- eaters producing countries and multinationals fashion Pantani ; i oe 2 (GY Now listen to part A and see if you were right. 2 Do you think your 3 GG) InpartB Indira discusses the impact globalization has had on country needs to be developed countries. Listen and answer the questions. protected from the : eae of BCAA 1. According to Indira, who has most to fear from globalization? 2 What does the interviewer say is a main worry for the West? 3. What, according to Indira, is the main reason for job losses in the USA? 4 GY Listen to part Cand answer questions 1-3 below: 1. What problems are created when countries export knowledge? 2 How does Indira feel about the move into the service sector? 3. How can developed countries maintain their world position? 5 How far do you agree with what Indira said? Were you surprised by any of her views?i. J Globalization ar GRAMMAR Routines and habits 41 Look at the sentences 1-7 from listening script 4.1. What do the words in italics mean? 1 People talk about the benefits of globalization, but they hardly ever consider its downside. 2 Asa rule, poorer countries benefit when they open up to foreign trade, 3 Most of the time, western firms dictate prices and take advantage of producing countries. 4 The producers rarely see the larger part of the value added. 5 The reason for job losses in the US, for example, is generally labour-saving efficiencis 6 Buta driving force for economic growth like that powered by the IT boom only seldont appears. 7 Interviewer: But companies do move abroad, Indira: From time to time, but it doesn’t happen as often as people think. See page 143 of the grammar guide. 2. Complete the chart on the right with these words and phrases in order of frequency. hardly ever seldom rarely generally from time to time most of the time asarule now and again 3. Alwayshas a number of uses. Which sentence a-b below: 1 describes an annoying habit or action? 2 introduces an option or alternative? Never You could always recruit a new salesperson. b People are always repeating this same nonsense. 4. Forms of used to can be used to express habits and routines. 11 Match examples of used to in sentences a-c to their meanings in the box below. become familiar ‘a past habit or state that no longer happens be familiar with something a Think of the social conditions which used to exist in early US and UK factories. b People in the West have all got used to working less and earning more. © At the moment people are used to buying consumer products from the East at low prices. 2 What form of the verb follows each example of used to? 3. Rewrite the sentences using a form of used to. In the old days, everyone wore jackets and ties to work. ‘When Markus first lived in the UK, he found driving on the left difficult. I don’t have much experience of dealing with computers, | found it hard to adapt to the new computer system. Isnt that the house where you once lived? 4 Describe how the way of life in your country has changed between your grandparents’ generation and your generation.38 Globalization READING 4. What does globalization’ mean? 2. Scan the text and answer the questions, 1 Which western multinational companies does it mention? 2 What is the significance of these numbers? 600 $995 bn £2.7 bn VOréal, the French cosmetics giant, is hoping to take advantage of one of the world’s most fertile emerging markets. On the twentieth floor of its China HO in Shanghai is a bathroom where L’Oréal researchers have watched more than 600 women taking a shower. The study's purpose is to discover how Chinese consumers, unfamiliar until recently with western grooming, use the make-up, hair-and skin-care products which the organization is introducing to a nation that has traditionally had little use for luxury. ‘Pharmacies here have changed a lot over the past ten years, says Paolo Gasparini, Managing Director of ’Oréal China, ‘It used to be dried ‘animals and plants, but it’s moving very fast.” In the People’s Republic, the use of deodorant and perfume is very unusual and pale skin is the beauty ideal women strive for. “The people and culture are so different here that we have to be very prudent,’ says Gasparini. But the company ~ with brands that include L/Oréal Paris, Giorgio Armani fragrances, Maybelline New York and Lancéme make-up - is determined to be at the forefront of China's latest cultural revolution. Unlike other aspirational western brands such as Coca-Cola and MeDonald’s, which offer a single cultural icon, L;Oréal can offer Asian consumers French, chic, New York attitude and Italian elegance. Already about 800s of L'Oréal’s¢7.5 bn turnover is generated outside France and 4o% outside Europe, L/Oréal, like many other businesses expanding into China, believes the market has outstanding potential. ‘The government’s more open economic outlook, combined with a growing urban population which currently stands at 365 m, and a GDP put at $995 bn, have combined to produce a consumer base with disposable income and a taste for modern, western goods. Other western multinational corporations have been expanding throughout China too. Beij hras the distinction of being the site of the largest Kentucky Fried Chicken restaurant in the world. MeDonald’s, the rival fast-food 50 miles 365m 235 80m — 200 chain, operates more than 235 outlets in 41 Chinese cities and earlier this year hospitality group Hyatt opened the third tallest hotel in. tthe world in Shanghai. Last year, the Chinese cosmetics market was worth £2.7 bn and Gasparini estimates that in the People’s Republic there are 80 m purchasers of L/Oréal products. At the same time, the company, together with other European businesses including Glaxo Wellcome and Siemens, has taken advantage of the new economic development zone 50 miles outside Shanghai, o build a production facility. The factory is the culmination of a push into China that began in 1993, when LOréal put together a small team in Hong Kong to test the Chinese market. The company had been ‘evaluating the market for years, but until the early 1g90s it considered average incomes too low, and distribution channels t00 poor, to ‘merit a Launch, In the following two years the company tested about 200 products and has recently launched a joint venture with the medical college in Suzhou. The research revealed some surprising results. For example, Asian hair is more porous than the European variety, so dye products need a different formulation. An extensive programme of research and development encouraged L’Oréal to launch both its international brands and more technical products throughout China. Maybelline is positioned as a mass-market name available in supermarkets and department stores. L'Oréal Paris is on offer in department stores only, while Lancéme is sold in just the most exclusive outlets. Despite its success, L/Oréal, like other western investors, is facing commercial and cultural hurdles in China, ‘This country is not familiar ‘with marketing so itis a huge job to train and keep clever young people,’ says Gasparini. ‘My priority is to take care of our staff; the battle will be won by the company with the best people.” sunday Times eaRead the text again and answer the questions. ‘What does LOréal’s ‘bathroom’ research hope to achieve? Why do you think Paolo Gasparini talks about Chinese pharmacies? ‘Why is China such an attractive market for foreign businesses? ‘What has China done to encourage foreign businesses to set up near Shanghai? Why didn’t LOréal enter the Chinese market earlier? How did L'Oréal plan its entry into the Chinese market? How useful has L’Oréal’s joint venture with the Suzhou medical college been? Maybelline, L’Oréal Paris, and LancOme are all brands of L’Oréal, but they are sold in China through different sales outlets. Why do you think this happens? ‘According to Paolo Gasparini, what is the difficulty and importance of recruiting good local staff? ‘Match a word from box A with one from box B to form collocations from the text. A B outstanding facility economic ‘outlook production base distribution income development venture consumer potential joint channel disposable zone Complete sentences 1-8 with an appropriate collocation from 4. 1 ‘The government has created a to attract foreign investors to the region. We really need to attract more customers. Our is simply too narrow. We need to build another to cope with the increased demand. The is poor. There is high inflation and fear of a recession, After paying for food and rent, low-income earners have very little for luxuries. We should consider a with a local partner as a way of entering the market. The is far too complicated. We should consider appointing a wholesaler. This market shows - Its an opportunity we can’t miss! Globalization 39 ie 2 YOUR TURN! Read the quotation below. ‘Global companies must forget the idiosyncratic differences between countries and cultures and instead concentrate on satiiying universal drives.” Theodore Levitt, marketing expert, 4. What do you think idiosyncratic differences ‘and universal drive mean? 2 How far does what you have read about LOréal prove or disagree with ‘what he says? 3 What universal drives ‘do companies lke LOréal, McDonald's, and Coca-Cola satisfy?“ Globalization eo LANGUAGE FOR speaking with conviction 41 How have email and the Internet changed the way we work and do business? Have these changes always been for the better? 2 (42) Andrew Vine is taking part in a debate about the Internet in business: ‘Is the Internet a blessing or a curse? He has just one minute to put his views across. Listen and decide which side of the debate Andrew is on. 1. According to Andrew, what effect has the Internet had? 2 What are his views on the Internet as a way of conducting business with the outside world? 3 How does Andrew feel about the amount of information on the Internet? 3 (42) Listen again and complete the sentences from the recording. 1 So really mean for our everyday working lives? hours wasted by junk email, the human contact, and drowning in a sea of, information. at that most natural business relationships are snot 3 the only way to measure and judge any future partner. Rhetoric 4 there are millions of impressive websites which Speakers often use a range of provide useful information, but behind them? tetorical devices: it ot tree Cor 5 The Web is piracy and plagiarism. ofthe people, bythe 6 Providing personal details is risky if they : le, forthe people’ 5 Spohn incon ee 7 And finally, if we ask the question, ‘What does thetorical questions (the produce?) the answer is nothing” eae! 8 Isonly a source of information, like a , but much contrasting par of ideas: less reliable, pean ten ae ieee chat eaiaane esoe planeteaet eas Jear’jacques Rousseau rhetoric. Now look at sentences 1-8 in 3 again and find examples of rhetoric. use of metaphor / simile: "The office was a beehive of activity’.Globalization a SPEAKING 4. You have to give a one-minute reply to Andrew Vine in which you present the advantages of the Internet, Using the notes to help you, brainstorm further arguments that you can use to put your case. stay in contact more easily do business more quickly faster than the post, more convenient than faxes, instant response online discussions cut down the need for face-to-face meetings paper-free offices allows people to work from home ‘good for customers and encourages competition cannot be ‘un-invented: so just needs to be used more wisely 2. Now work in pairs and write a one-minute reply to Andrew. Try to use at least one example of rhetoric, as explained in the Language for section on page 40, 3 Ina debate, members of the audience usually have the opportunity to say what they think, or ask the speakers for clarification. Look at listening script 4.2 on. page 150. Use the phrases below to make questions about the arguments presented there. take Andrew’s point, but ... Don't you think that ... ‘The thing that I don't agree with is The point I'd like to make is, It’s simply not true / the case that ... ‘We mustn't forget that 1rd just like to say that . 4. Work in groups of four to have a debate. Choose two topics from the list below and discuss them for five minutes each. Try to choose topics that you disagree on, and try to reach a consensus. eeccoocencanenecance ° Multinational companies Wave far too much power lw today’s world. a ° Free trade guarantees worla peace : ; © Developed countries should pay producers iw ae 2 developed countries a fair price for thelr tea av one ¢ Auti-globalizatiow demonstrators are waive a unrealistic. @ Inthe Long-term, © we worry too much al enough about business. © tt is the responsibility of activities of business. ° Workers should be able to move freely between globalization will benefit everyone bout the environment and wot government to control the countries with no restriction.Globalization o CASE STUDY 41 Read the information about Greenglade and study the advertisement for its current UK advertising campaign. Greenglade is a British-based soft-drinks manufacturer. Is fleet of distinctive lorries delivers to hotels, supermarkets, and its distributor network. Greenglade's most popular drink is Three Feathers, a bitter-sweet fizzy drink produced and packaged at its factory. Apples from English orchards are used to make the drink. Thumbs up for Greengladel ~ THREE FEATHERS KILLS THIRST 2 Worl in groups. Look at the advertisement above. Brainstorm reasons why Greenglade has chosen to advertise Three Feathers in this way.oD Globalization a 3. Greenglade has identified Caronesia, a group of islands in the Pacific Ocean, as @ new market. Read the market intelligence and decide how Greenglade should enter the Caronesian market. Use the tip on the Marketing Mix to help you. What will be a correct marketing mix for the Caronesian market? Points to consider: The Marketing Mix ‘What changes, if any, will Greenglade need to make to its product? The four Ps: L Where should it be sold and how should it be priced? Product. What are its characteristics: its brand How can shopkeepers be encouraged to adopt the product? ame, packaging? How should it be promoted? Price How can Greenglade test the market before making an important financial Place. Where and how wil it commitment? be sold? Promotion. How is the ‘customer going to know Background information on Caronesia about this product? Population: 50 million spread over 200 islands. Climate: Hot and humid Language: Caronesian and English (ex-British colony) Political situation: Stable. Governments encourage foreign investment by setting up local economic development zones Economy: Stable. Main source of GDP is agriculture. Major exporter of tropical fruit. Some manufacturing: assembly of electronic goods, textiles, footwear, and furniture. | There has been a history of manufacturing if the | company wants to set up a production facility. Main | service industry is tourism - beautiful coastal resorts and luxury hotels. Most tourists come from the UK, ‘Australia, and the Republic of Ireland. The economic | ‘outlook is good and Greenglade believes the market has outstanding potential. Consumer behaviour @ Most shopping is done at cash-and-carry warehouses. Men do the shopping. © Small local shops have refrigerators for drinks which are often supplied by a major US soft drinks manufacturer. © People have money to spend on soft drinks but Caronesia is a price-sensitive market. © Consumers prefer bottles to cans. © Main distribution channel of food/drink products is by boat and small van, © Consumers do not have a lot of disposable income, | © 65% of the population is under 30, a very young consumer base. Cultural information 1 Number three is considered unlucky. Four and seven are lucky. 2 Dogs are considered unclean. Parrots and small monkeys are popular pets. 3 People wear blue when someone dies. Orange is a lucky colour. Green is associated with sickness. 4 ‘Thirst’ sounds like a common Caronesian name. 5 Caronesians admire all things modern. Their ambition is to live in a new air-conditioned home. 6 The older generation prefers sweeter, less fizzy drinks. 7 The thumbs-up sign is obscene. 8 Winston Caruna is a national hero who led his country to independence from the British.