ae MARKET ROUT MOOS ASHYNOD HSIIDNA SSANISNG ALVIGAWYILNI YaddN David Cotton David Falvey Simon Kent ENCE bendPearson Education Limited Edinburgh Gote, Harlow, Essex, 20 2), England ‘and Associeted Companies throughout the werld wm marke-leadernet ‘© Pearson Education Limited 2001 The rights of David Cotton, Dovid Falvey and Simon Kent to be identified ‘2s authors ofthis Work have been asserted by them in ecordonce with ‘the Copyright, Designs ond Patents Act 1988. All rights reserved: no part ofthis publication may be reproduced, stored ina retrieval system, oF transmitted in any form or by ory means, electronic, mechanical, photocopying, recording, or otherwise without the prior weten permission ofthe Publishes. First published 2001 New edition 2006 Book ISBN-3:978-1-4058-1309-9 'SBN-10: r4058-1309-1 Book Pack ISBN-3: 9781-4058-1310-5 ISBN: r40sB-13105, 0 for Pack ISBN-13: 978-q0581333-6 'SBN-10: r40s8-1313 Pack ISBN-3: 9781-4058-1338-9 ISBN-10: 14058-19385 Set in MetaPlus 10.5/12.5pt Printed in Spain by Mateu Cromo, .A. Pinto (Madrid) Acknowledgements ‘Special thanks from the authors to Chels Harty, Jacqui Middleston and Stephen Nichol for their contributions tothe course, above and beyond editorial guidance. ‘The authors would lke to thank the following for ther invaluable help during the project: ‘Melanie Byrant, Paul Cousins, tan Lebeau, Pete: Falvey, Sarah Falvey ‘Gisele Coton, Lynne Rusteck, Alan Smith, Steve Clarke, Graham Nort, Jeremy Keeley, Claire Warren, Vivienne Levy and all the staff and students of the English Language Centre, London Metropolitan University. The authors would tke to thank Kate Golick and the Longman team for theit invaluable support. The authors and publishers are very gatefl tothe following people who agreed tobe interviewed forthe recorded material i this book Sarah Andrews, Sue Barat, Niall Foster, Steve Fowler, Tamar Kasrel, ‘Anuj Khanna, Jeff Kimbelt, Jeremy Keeley, Ward Lincoln, Roger Moris, Catherine Ng, Mike Seymour, Allan Smith, Paul Smith and Helen Tucker. ‘The publishers and authors are very grateful tothe following reporters who suggested changes tothe previous edition and to the draft manuscripts ofthe curent edition: Peter Bendall, Auken Bosme, lan Duncan, John Rogers and Mike Wyatt We are grateful to the following for permission to reproduce copyright material: "News International Syndication for an extract from ‘Communication - I's ‘much easier said than done by Clare Gascoigne published in The ‘Sunday Times 28th November 2004 © News International Syndication inancal Times Limited for extracts from ‘Coffee Culture comes to the coffee-growers’ by John Authers and Mark Muligan published inthe Finoncal Times 4th September 2003 © Financial Times 2003, ‘AIG knows ‘everyone in Asia by Shawn Donnan, Francesco Guerrera, Amy Kazmi,, Justine Lau, Angela Mackay, Richard MeGregor, Adrian Michaels ang IMichiyo Nakamoto published inthe Financia Times th june 2004 © Financial Times 2004, "The dangers of not looking ahead’ by Andrew Bolger published inthe Financial Times sst une 2004 © Financial Times 2004, "internet shopping - the sequel’ by Nell Buckley published inthe ‘Financial Times 29th November 2004 © Financiol Times 2004, ‘Customers first: the message for ths or any other yea’ by Michael ‘Skapinker published inthe Financial Times 32th January 2005 © Financial Times 2005, Keep your relationship with clients afloat by Morgan Witz! published inthe Financial Times 31st January 2005 © Financiol Times 2005, ‘Making a corporate marriage work’ by Stefen Stem published in the Financol Times 6th February 2005 © FTnancial Times 2005, and ‘New ‘working moder by Michael Skapinker published Inthe Financial Times 27th September 2004 © Financial Times 2004; Guardian Newspapers Limited foran extract tram ‘The Guardian profile: Steve obs' by Duncan Campbell published in The Guaraion 18th June 2004; Virginia Business ‘Magazine for an adapted extract from ‘Perks that work’ by Robert Burke published in Virginia Business Online htp://wwwsrginiabusiness.com; Howard Cant for an adapted extract rom “The key to success: none of us Isa smart asall of us' by Howard Cant, published in Benjarong ‘Magazine website December 2002 htps|/wwwthaiwave.com/benjarong; Tutorau Limited for an extract from ‘introduction te ralsing france’ from the Tutor2u fre resources for students website ww.tutor2u.net; and Paul B. Thornton for an adapted extract from ‘Te Big Three Management Styles’ by Paul 8. Thornton published on the CEO Refresher website wwn.refresher.com, In some instances we have been unable to trace the copyright owners of material and we would appreciate any information which would unable us to do so, IMustrations Acknowledgements Nick Baker for 8,10,87: Wave Design for 52 Photo Acknowledgements We are grateful to the fllowing for their permission to reproduce opytght material and photographs: ‘AlamyGoodshoot RF p3s(0,2. Kang p2s,1.Sohm p53, RWinkel p60, D Frasier Photlirary, eps, Pletor international p70, Gibbon pgo(), Asters ps4), Acestock pi2(), Photo japan pr22(; Corbis p22, Fars px3(), Cina Photos/Revters pig, D.Pu' pas, ADalx 75), Carel 75(0, FVogt p77, R.Cooke ps, & A. Purcell p82, TAmTuZa 03, GPalmer p98, LWA-D Tardif pas, LManningpsxa(s Epies/:Buclep36(oite,ETerakopian p68, A Parsons p94: Getty images/RAtins p6, Lethon: erin 9, Beshots p20, D.adison p2, Cvon Tuempling p27, M. Rosenfeld p28(), R.Orlowskl 3x0), LMablango p32, TPrasse 92, E.Dreyerpp36, 840, G.PeaseD38, anetford pa, WPackert p43, Chabruken pp69,s07%0),s¢70b), Dcroucher p73, 0.chavkin 975Gt). 1.6 p75(kn). MAdams pp75(nb) (7), CThatcher pe, 0.Galantepg7,S Studd poo, S Kobayashi pxo7(, R.Me\aypio7(B), 0 Redfearn pioB,:Wnands pr, A.Caulield ps8, Cina Tourism Press pu, Orion Press p123;Imagestate/R Lewellyn p79: ‘OnAsia/wasaki p122(); Panos Pietures/C Stowers p76, ALake ps9: Punchstock RF pi, px6, 9310, 950, p72, p75); Rex Features/N.Holden 933. PBarth ps2, nop po; Reuters/Sabah Hamid Science Photo Ubrary/6.Tompkinson ps4, 5.0gdenpszo(m); Zfa/M.Meyer pst, -Feingershpr3(, Willams p24 Benson p28(), RN23" P39, LLwitlams p44, D. Mendelsohn p49, W.Kulka ps6, Boden/Ledingham p58, 206(n), Ausloeser p74, MTPA Stock p89, .Muir Poot, ‘Hemmings p03, OiLim pos, M.Seclow pat), Fischer 1200) Every effort has been made to trace the copyright holders and we apologise in advance for any unintentional omissions. We would be pleased to insert the appropriate acknowledgement in any subsequent edltion of this publication. Picture Research by Sally Cole and Lisa Wren Cover photo) has been supplied by Photonica and Pearson Edueation/Trevor Cord. Designed by Venita Kidwai Project Managed by Chris HartleySSAHNISNG ALVIGAWYSALNI Yaddn NEW EDITION MARKET m ra 2} cS wn a5 fa) ° Ss rc) 7) m o fo} fe} Az David Cotton David Falvey Simon Kent FT FINANCIAL TIMESioe eee Vihatmakes Rea Wordstodescbe Dealing wth RCPS: mprove 2 ood Conmurkation ~Farcal goodandbad "ammunition communication ina eeemuncator? Times Sermo breakdown glbalcompany Userng:Anintenview ms ting: emai witha eng manage Sore eda Disausionof Reading Cafe cate Markating Dahstoming tno —ceatinga aCe international ~ Financial Times collocations ‘global brand: uc pana Ustening: An interview Noun compounds Revositon aspects Ginko te gba witha maretngspeclast and noun pases tng: eat ey Discuss Reading: AIG knows Words to describe Networking Getting to know you: Citas business everyone ~ Financial Times relations Discuss ways to eo <12tionships —— istening: An interview ulti-word verbs pimote customer, B anddoa quiz _Listening: An inte Multiword verbs loyalty panes witha Chinese usiness ‘ create ing: sles leter Datnng success Reading Steelobe— ‘Present andpest_—— Negotiating Camden F: coment urd tes negotiates llarities and Listening: An interview Prefixes sronsorsiip eal For tning: An itr 2Footal team betweentwo Success buses iting press compare lease otter aus Perks hat wrk Viginla Words or descrbing Handing fie atracion mtnaon and do Business Orne motvatngiocore® Sica Deviseaployon paiaorates Stustons everest Ustening: An interview Pessies Discuss what with the Human Resources ua makes a job Director of a large Writing: guidelines Sting company Discuss Reading Panning torthe Words or descrbing Reaching Suprema cars eonmay isk lint etmuttanes 9 tak eer | coches open io cn rain improve» ear Utenng:Aninterview ders of degree Business tring: manufacturing or wih te Che Ect of companys refts cane ing: report eA Discuss the use Reading: internet shopping _ Internet terms resentations —_KGV Europe: Decide PORMEMRMMN cron itcnet’ Pinan! Ties ens wheter amuse Tear should ade Ustnirg: interview tetas shuld — with mating actor ofa computer company iting: ea selling online rarer rite.) page 62 ng file: page MereDoa quiz about Reading: The key to Prefixes Resolving The new boss: Look thinking styles successful team building ~ Coy conflict at ways of improving, Benjarong Magezine, oa erat the performance of a Thailand sales team age 68 Listening: An interview with Writing: letter ‘an American specialist Human Resources rrr) Ways of raising Reading: Raising finance- Idioms Negotiating Vision Film Company: Raising finance [ase Tutor 2u website Negotatea nance Ustening: An interview Dependent package to make a with a specialist in finance Prepositior peers Writing: e-mail rer) What people Reading: Customers fist Handling complaints Acive Hermes Customer complain about Fnoncl Times a Ustening Communication: Priortise and deal, Eee Customer Listening: An interview with complaints 5 complaints with a retail sales director Gos ata well-known Writing: report department store ren When isa Reading: Client elation- Noun phraseswith Askingand Game over: Manage Crisis problem a ships on acruise ship- and without of. answering a crisis over pirated management (Mage Financial Times Hast and addition _ifficult software ig Contrast and addon QI Listening: An interview with a crisis management page 92 Writing: report expert Tire) Do's and don'ts Reading: Three Management Putting people —Zenova: Assess Perea for managers management styles CEO qualities. atease feedback from Refresher website ‘employees to improve Listening: An interview eee with an expert on Writing: action minutes! ‘management styles Ec page 100 Text reference Se) Pros and.cons of Reading: Making a merger Words to describe ‘Summarising Bon Appetit PLC: Lea takeovers and or takeover work takeovers and in Discuss the risk and mergers [mua Finoncial Times mergers presentations of takeover and consider making new = Listening: An interview Headlines . page 108 aie ‘acquisitions acquisitions Writing: report Unit 14 Personal Reading: New working Describing the future _Telephoning Yedo Department Ram predictions model for the future ~ customers and Stores: Look at (iGiecs Financial Times Prediction and setting the trends and increase Listening: An interview probability right profitability of page n6 ‘with the head ofa information department store knowledge venturing Writing: report company st Carer unit B page 124\ What is Market Leader and who is it for? Market Leader is a multi-level business English course for businesspeople and students of business English. It has been developed in association with the Financial Times, one of the leading sources of business information in the world. It consists of 14 units based on topics of great interest to everyone involved in international business. This new edition of the Upper Intermediate level features new authentic texts and listenings throughout, reflecting the latest trends in the business world. If you are in business, the course will greatly improve your ability to communicate in English in a wide range of business situations. If you are a student of business, the course will develop the communication skills you need to succeed in business and will enlarge your knowledge of the business world. Everybody studying this course will become more fluent and confident in using the language of business and should increase their career prospects. The authors David Falvey (left) has over 20 years’ teaching and managerial experience in the UK, Japan and Hong Kong. He has also worked as a teacher trainer at the British Council n ‘Tokyo, and is now Head of the English Language Centre and Principal Lecturer at London Metropolitan University. Simon Kent (centre) has over 15 years’ teaching experience including three years as an in-company trainer in Berlin at the time of German reunification. He is currently a Senior lecturer in business and general English, as well as having special responsibility for designing new courses at London Metropolitan University. David Cotton (right) has over 35 years’ experience teaching and training in EFL, ESP and English for Business, and is the author of numerous business English titles, including Agenda, World of Business, International Business Topics, and Keys to Management. He is also one of the authors of the best-selling Business Class. He is a Senior Lecturer at London Metropolitan University.Introduction | ( What is in the units? You are offered a variety of interesting activities in which you discuss the topic of the unit and exchange ideas about it. RATELINETS You will learn important new words and phrases which you can use when you carry out the tasks in the unit. A good business dictionary, such as the Longman Business English Dictionary, will also help you to increase your business vocabulary. You will build up your confidence in using English and will improve your fluency through interesting discussion activities. EETIEEY You will read authentic articles on a variety of topics from the Financial Times and other newspapers and online business websites. You will develop your reading skills and learn essential business vocabulary. You will also be able to discuss the ideas and issues in the articles. ES SIEEY You will hear authentic interviews with businesspeople. You will develop listening skills such as listening for information and note-taking. LELETERSEC Ua) This section focusses on common problem areas at upper intermediate level. You will become more accurate in your use of language. Each unit contains a Language review box which provides a review of key grammar items. ERSTE You will develop essential business communication skills such as making presentations, taking part in meetings, negotiating, telephoning, and using English in social situations. Each Skills section contains a Useful language box which provides you with the language you need to carry out the realistic business tasks in the book. LEESON the Case studies are linked to the business topics of each unit. They are based on realistic business problems or situations and allow you to use the language and communication skills you have developed while working through the unit. They give you the opportunities to practise your speaking skills in realistic business situations, Each Case study ends with a writing task. A full writing syllabus is provided in the Market Leader Practice File, STETEETTEY Market Leader Upper intermediate also contains two revision units, based on material covered in the preceding seven Course Book units. Each revision unit is designed so that it can be done in one go or on a unit-by-unit basis. ORO fom actives, teaching tps and nine resources for teachers ofa evele and students of all 908 Vil us for course-spectic Companion Webstes, out nina catalogue a al Langman ies, and access oa local Longman webstes, aloes and conte around the word, bina global cermunty of eachers and student Longman.com.OVERVIEWY 6 Everything that can be said T) Vocabutary can be said clearly. 9 Good communicators De ULC ae [7 Listening: Improving communications [Reading Internal communication Language review Idioms skills Dealing with communication __ breakdown [_] case study HPS ETI) @ What makes a good communicator? Choose the three most important factors. * fluency in the language * asense of humour * an extensive vocabulary © grammatical accuracy ‘+ being a good listener * not being afraid of making mistakes ‘+ physical appearance * an awareness of body language © What other factors are important for communication? @ Discuss these questions. 4. What forms of written and spoken communication can you think of? For example: e-mails, interviews 2 Which of the above do you like using? Why? 3. What problems can people have with them? 4 How can these problems be solved? @ Which words below apply to good communicators? Which apply to bad communicators? Good communicators articulate coherent eloquent fluent focussed hesitant inhibited extrovert persuasive rambling responsive sensitive succinct reserved D vcabutary file page 171© Which of the words in Exercise A have the follo 4 concise 2 reluctant to speak 3 talkingin a confused way 4 able to express ideas well 4 Communication 1g meanings? 5 clear and easy to understand 6 good at influencing people 7 outgoing 8 reacting ina positive way @ Complete this talk by a communication expert with the verbs from the box. isten- digress interrupt explain engage clarify confuse ramble “Good communicators really... (8127... to people and take in what is said. They maintain eye contact ‘and have a relaxed body language, but they seldom * and stop people talking. Ifthey don’t lFthey do need to use unfamiliar terminology they . “by giving an easy to understand ‘example. Furthermore, although they may ++ses-+.4and leave the main point to give understand and want to.........,...something they wait fora suitable opportunity. ‘additional information and details where appropriate, they will not sees Sand lose sight of their main message. Really effective communicators who have the ability to ...........7 with colleagues, employees, customers and suppliers are a valuable asset for any business.” When speaking, effective communicators are good at giving information. They donot.............2 their listener. They make their points clearly, They will avoid technical terms, abbreviations or jargon. © () 11 istento the tatk and check your answers. @ Think of a good communicator you know. Explain why they are good at communicating. D vweabstaryfite page 171 © 6) 1.2 Listen to the first part ofan interview with Anuj Khanna, Marketing Manager of Netsize, a marketing agency for mobile media, and answer the questions. 4 According to Anuj Khann: a) why have communications improved in recent years? b) how can they improve in the future? 2 What example does he give of banks improving communications with customers? Improving communications © (7 1. tisten to the second part ofthe interview. 4 What are the consequences of the following communication breakdowns? a) problems in air trafic control systems b) delays in fixing communication systems faults in cash machines 2. Which of the following developments in communication does Anuj Khanna expect to see in the future? a) more privacy for customers b) more freedom for companies to communicate with customers 9 more control by customers over the messages they receive ) more communication between machines 4 Anuj Khanna @ How do you think business communication will change in the future?4 Communication © What are the advantages and disadvantages for companies of using e-mail? your opinion, best contribute to Orting Internal , J communication | © Select three of the items below which, improving communication. trust flexi-time open plan offices small teams voice mail e-mall 1s Py * mobile phones staff parties strong corporate identity frequent meetings Communication — it’s much easier said than done By Clare Gascoigne Trust is key in an open organisation Getting staff to talk to each other ought to be the least of your problems, but internal communication can be one of the hardest nuts to crack in business. “Communication comes up in every department. The repercussions of not communicating are vast! says, ‘Theo Theobald, co-author of Shut up and Listen! The Truth About How to Communicate at Work. Poor communieation ean be a purely practical problem. Gearbulk, a global shipping business with branches around the world, faced language and geographical difficulties, as well as a huge amount of paperwork. With ‘up to 60 documents per cargo, it as a logistical nightmare to track and monitor jobs, while tighter security regulations after 9/11 ‘meant customs documents had to bbe ready before a ship was allowed to sail. Installing an automated system ‘means data is now entered only ‘once but can be accessed by anyone in the company, wherever they are. ‘Reporting is faster by a matter of months, says Ramon Ferrer, Vice President of Global IT at Gearbulk. ‘An operational team carrying a voyage all the way across the world doesn't always have to be talking to each other — and we don't waste time duplicating the same information” Given today’s variety of communication tools, it seems strange that we still have a problem communicating. But the J PREFERRED IT WHEN HE HID BEHIND HiS COMPUTER, SENDING SILY E-MAILS brave new world of high-tech can 4s create barriers ~ senior managers hide behind their computers, staff use volee mail to screen calls, and employees sitting next to each other will send emails rather than +0 speak. “Managers should get up, walk round the office and talk to people,” says Matt Rogan, Head of ‘Marketing at Laned, a leadership 55 and communications consultancy. “Face-to-face communication can't bbe beaten.” ‘Theobold recommends checking email only three times a day, allocating a set period of time to deal with it. ‘If you leave the sound on, the temptation is as great as a ringing phone. People will interrupt ‘meetings to check their e-mails.” Another problem Is simply hitting the ‘reply all’ button, ‘bombarding people with information, ‘We had unstructured data coming at staff from left, 7 right and centre, leaving it up to individuals to sort out,’ says Gearbuik's Ferrer. ‘Our new system has reduced emails and changed 6 the way people work. It will remind 75 you about work flow Information overload also means people stop listening. But there may bea deeper reason why a message fails to get through, according to ‘9 Alex Haslam, Professor of Psychology at Exeter University. ‘Byeryone thinks a failure to ‘communicate is ust an individual's crror of judgment, but it's not #5 about the person: it's about the ‘group and the group dynamics’ he Says. ‘Just training people to be ‘g0od communicators isn’t the issue.’ 9. The problem is that employees develop common loyalties that are far stronger than the need to share information. This can even extend to questions of safety. Tn the mid-1990s there were a lot of light air crashes in Australia because the two government epartments responsible for air safety woren't communicating.” 100 says Haslam. ‘The government was trying to save money and both groups felt threatened, The individuals were highly identified with their own organisation and ‘unwilling to communicate with the other department.” ‘A company is particularly at risk when cost-cutting isin the air. Individuals withdraw into departmental loyalties out of fear. Sending such people on yet another ‘how to communicate’ course will be pointless. Instead, Haslam believes that identifying the sub- 11s groups within an organisation and making sure each group feels valued and respected can do far more to encourage the sharing of information. The key to 120 communication, he says, is trust. From the Financial Times FINANCIAL TIMES_4 Communication @ Read the articte and complete the chart below. © Read the articte again and answer these questions, 41 What communication problems did Gearbulk have? 2 How did Gearbulk overcome the problems? 3 What solutions does Theobald recommend for the above problems? 4 According to the author, why do staff often receive too many e-mails? 5 Why weren't the two government departments (responsible for air safety) communicating? 6 What does the author think about sending people on communication courses? @ Which word in each group does not form a word partnership with the word in bold? 4 waste time resources information 2 face trouble problems dificutties 3 duplicate information time work 4 install systems factories equipment 5 save money time experience 6 develop truth loyalty motivation 7 share support information ideas 8 allocate time ideas resources 9 interrupt emails conversations meetings @ Discuss these questions. 4. ‘Face-to-face communication can't be beaten.’ Do you agree? 2 How could communication be improved in your organisation? 3, How will communication change in the office of the future? D veabulary file page 173[+ communication ETE ECVE ©) complete these Idioms point bush grapevine stick wavelength wires nutshell picture tail purposes joms with the missing words from the box. a) toputitina b) to get straight to the 9 tohearit on the.... 4) to put you in the... @) to get the wrong end of the . f) to be on the same g) can’t make head or. hy) totalkat cross. to beat about the D togetour of it crossed Which of the idioms in Exercise A mean the following? 1. to all tounderstand anything 2 to share similar opinions and ideas 3 to summarise briefly 4 tomisunderstand 5 to delay talking about something 6 to give the latest information 7 to talk about the most important thing 8 to hear about something passed from one person to another ioms from Exercise A. 1. I'm afraid we're going to have to let you go. @ Complete the sentences with th > Page 130 a OK, Ill. 2 ‘You and your boss seem to agree on most things.’ ‘Yes, we are .. 3 Some important decisions were taken at yesterday's meeting. Let me I think we are - |mean next month, not this month. He never gives youa straight answer, He's always .. that he’s been fred. is it true? It’s a very complicated system, but to kettle. 8 Ifyou think our biggest problem is market share then you have 9 This report makes no sense at all, | 10 Everyone arrived for the meeting at di it works exactly like a big rent times.We must have © Ask your partner the following questions. 4 What have you heard on the grapevine recently? 2 When was the last time you got the wrong end of the stick? 3, When is it necessary to put someone in the picture? 4 In what situations is it good to beat about the bush? 5 Inwhat situations is it good to get straight to the point? 6 Can you give an example of when you were talking at cross purposes? 7 Isthere anything you can’t make head or tail of?Dealing with communication breakdown (in rf +. Communication | © What expressions can you use on the phone in the following situations? 1 you don't hear what someone says 2 the person speaks too fast or too quietly 3. you don't understand a word or expression they use 4 you want to check the spelling of something 5 you want more information about a subject 6 the connection is not good and you can’t continue the conversation 7 you want to check the key points © {11.4 Listen tothe telephone conversation between Bernard and Koichi. Which of the problems mentioned in Exercise A do the speakers have when communicating? @ (1 45 Listen to the two speakers ina similar conversation, Explain why the second conversation is better. Give as many reasons as you can. © 17155 tisten tothe conversation again and complete these extracts with words or expressions from the conversation. 1 That's good. geta pen. 2 Sorry Bernard, | .. while | = Could you alittle, please? | need to take notes that, 200 posters, pens and pencils and 50 bags. 3 Let me it, 4 Seel... sorry, could you Bernard, | don’t think | know the company? 5 ‘They've placed an order for 18 of the new lasers... ‘Sorry, .. . 80 lasers?” 6 Sorry. dr’ follow you. What 7 But need details about the company. Sern, it's -Could you. hear you very well 8 Sorry, | still can’t hear you. I'l maybe the line will be better. me, please, roll-out. © Now match each extract 1-8 to the points you discussed in Exercise A. @ Work in pairs. Role play. Marketing Manager: turn to page 151; Overseas agent: turn to page 150. While doing the role play, practise some of the expressions you can use for dealing with breakdowns in communication. Useful language | Asking for repetition What does... mean? Solving a problem Sorry, could yourepeat that? Sorry, I'm not with you. Sorry, i’s a bad line. Can | didn’t quite) catch that. Sorry, | don’t follow you. call you back? | Could you speak up, please? Could you give me some Could you say that again, more details, please? ‘Summarising the call | please? Could you let me have more Let me go over what we've information? agreed. Asking for clarification Could you explainthatin Let me just summarise .~ ‘Would/Could you spellthat, more detail? please? Could you clarify that? | Can | read that back to you? Could you be more specific, What do you mean by ..? please?CASE STUDY _2J Background _HCPS isa private health care organisation based in Geneva, Switzerland, It offers advice and ~ treatment 10 wealthy people and company employees all over the world. lis advertising _ emphasises that it provides a personal health service tailored _ to the individual's needs. ‘The HCPS group was formed a year ago, following a takeover of HCP by Sanicorp, another health care organisation. Since the takeover, the company has become more centralised, with more decisions being made by the top management at head office. The working language of the group is English. - i Communication problems Following the takeover, a number of serious communication problems have arisen. Read the e-mails sent by Gloria Richter, Office Manager, and by Ursula Krieger, Sales Director. Tn your opinion, what is the most important problem mentioned in the emails? : | E-mails; staff lounge ‘There are some communication problems | wish to bring to your attention. 1 Each day we receive a huge number of e-mails from colleagues inside the company and from overseas customers. Some are important, many are not, My staff ‘seem to spend all day checking and sorting e-mails, which is time-consuming and results in them neglecting other duties. | 2 My staff don’t understand why you got rid of the staff lounge after the takeover. They say that it used to be a good place to meet people from other departments and to exchange ideas. Most of them still have not met anyone from Sanicorp yet. ~_|Date:[March3 |1 Communication | Chris Wright | | Ursula Krieger Subject: [Communications problems Date: [March 78 | Since the takeover, problems have arisen and they need resolving soon. } 1 A\lot of middie managers are really confused ‘about who they should report to. We know management are pianning a reorganisation, but Isn't it time they told us what's happening? 2 Several dopariment heads are unhappy because they can't get a quick answer when they want to spend money, even small sums. When they ask their present line manager for authority to buy something, for example, a piece of equipment, the usual reply is ‘t's not up to me anymore’ Desiree Roland Consultants SA The President of HCPS, Susan Westbrook, — recently contacted a firm of management consultants, Desiree Roland Consultants SA, based in France, She asked them to analyse the communication problems in HCPS and to send ina report. The consultants interviewed staff at all levels in the company. You are members of Desiree Roland Consultants. Workin small groups. Make alist ofall the communication problems in the company. Then rank the problems in order ofimportance. What actions do you suggest to solve the communication problems? Discuss your ideas in groups, then meet as one sg7Oup and work out an action plan, Which actions should be taken: 2) immediately? B) inthe near future? © later, when convenient? Which actions will require: 2) alotofinvestment? b) some investment? very little investment? ©) 1.6 Listen to some typical comments and complete the table with information from the listening extracts Type of problem Description of problem Organisation Documents Location of premises Customer relations Other problems © 17 Now listen to the President of the company, Writing Susan Westbrook, talking to Chris Wright, Write a follow-up email from the consultants ‘Managing Director, Who do you agree with, the detailing their recommendations. President or the Managing Director? Why? © Writing file page 139SIAwieuiicae ) OVERVIEW [) Vocabulary A Collocations Reading Coffee culture Listening Adapting to markets Language review Noun compounds and noun phrases Skills Brainstorming Case study ‘I zumo - creating a slobal brand ng UP ] iN OY Think of one brand in each of these categories which is marketed fernationally. food drink electricalequipment clothing construction Discuss these questions. 4 What are the advantages for a company of expanding beyond its domestic market? 2 What kinds of problems do companies face when they go international? 3 What methods can companies use to enter overseas markets? Vocabulary file page V72 International marketing TEV TEL ©) Complete these statements with suitable expressions from the box. Collocations buying habits economic situation government bureaucracy income distribution monetary regulations —_ political stability 4 Because of tight taken out of the country. 2 Red tape and other examples of company's entry into a market. 3 The country is attractive to exporters because it has enjoyed ee for the last 50 years. 4 The purchasing behaviour of consumers can be described as thet company profits could not be hinder a 5 The. 6 wealt is improving leading to a rise in employment. is aterm used by economists to describe how i shared in a country. © Discuss these questions. 4. What are some of the main benefits of political stability? 2 How would you describe the present economic situation of your country compared to 10 years ago? 3 [sit possible to achieve equal income distribution in a country? Explain why or why not, @ Look at the words and phrases below. Underline the odd one out. 4a) growing market ©) expanding market ) developing market 4) declining market 2 a) questionnaire ©) promotion b) focus group d) survey 3 a) market sector ©) market segment b) market research 4) market niche 4 a) international market ©) domestic market b) overseas market 4) worldwide market 5 a) launch a product ©) bring out a product ) withdraw a product 4) introduce a product 6 a) slogan ©) discount b) free sample 4d) special offer 7 a) retailer ©) wholesaler b) distributor d) manufacturer © Complete this exercise and then compare answers with a partner, 4. Give an example of an expanding market in your country. 2 Give some examples of products ar services which are targeted at niche markets. 3. Another name for a home market is a... market. 4 Ifa product has a design fault a company may decide to correct the fault and relaunch it at a later date. ‘Just do it’ is an example of a 6 What's the difference between a retailer and a wholesaler?[2 International mark ing Suey © Answer these questions, 4 Which hot drinks are popular in your country? a Coffee culture 2s 2 Whats your favourite hot drink? 3, Which five words do you associate with coffee? Coffee culture comes to coffee-growers | By John Authers and Mark Mulligan Im Chile, they prefer tea to coffee and instant rather than freshly brewed. In Argentina, by contrast, breakfast is with a frothy cappuccino, aheart-starting espresso, or a caf? Tatte. In Brazil, after-dinner coffee is served free at any self respecting restaurant ‘That Latin America isnot ‘one great homogeneous culture often surprises travellers. However, even the most subtle differences ‘in the consumer profile of a Colombian anda Venezuelan will not have been lost on Starbucks, one of the fastest-growing ‘global brands. ‘After searches for local partners, and a successful ‘rial run in Mexico City, ‘Starbucks arrived in South America. With no conventional advertising, the Seattle: based company opened stores in Lima and Santiago within 24 hours of each other. Neither Peru nor Chile thas a masemarket café culture, although European and USstyle coffee houses Jhave begun springing up in the upmarket districts of bath their eapitals, Despite this ‘cultural peculiarity, a Starbucks survey found that Chileans fon average drink only 150 cups of coffee a year ‘compared with 345 in the US and more than twice that ‘number in many European countries. Of the 800 of coffee per capita bought in 6 8s speciality shops each year, 90 per cent of it is instant. In Argentina, per capita consumption is about akg a year, mostly in whole or ground coffee beans. Despite being a coffee- grower, Peru has a similar pattem of —_coffee consumption, The irony is not lost on Julio Gutierrez, head of Latin America at Starbucks Coffee International. We've een doing business in Latin America for decades} hesays.‘We haven't had any stores but we've been buying Latin American coffee since the beginning” “Expansion will depend entirely on how longit takes to find the right partner in ‘each of those eountries” he says ‘If we don't find anyone, wemay think about sing in ourselves” ‘Anyone who knows the Starbucks story canalready visualise potential outlets in the most fashionable neighbourhoods of _ the region's capital cities. From a single store in Seattle's Pike Place Market in 1971, Starbucks today owns 3907 stores in North America and licences a further 1,378. They also own 437 ‘and franchise 1,180 outlets in the rest of the world, It frst expanded from its home market to Japan in 1996 and Is now present in more than 30 countries. Last year alone, the Starbucks’ livingzoomina- coffeehouse format was introduced to Mexico, supermarkets and from 100 Germany, Spain, Austria, ws, Puerto Rico, Greece, Oman, 130 American companies are Indonesia ‘and southern generally well regarded and, China, Starbucks ‘corners’, any novelty from abroad is ormin‘outlets,arefoundin guaranteed to arouse airline offices, sports curiosity. stadiums, airports, hotels 135 Both the Lima and and bookshops. Copy-cat Santiago Starbucks have coffesbar chains have been packed since opening emerged, only to be thelr doors, and the swallowed by Starbucks or company has rolled out 15 forced to merge with 140 stores in Mexico City since competitors. launching its first ~ cleverly Fortune and fame, located beside the US however, have not come — embassy~a year ago. without their critics. Some Roman Perez-Miranda, analysts say the company 14 head of Latin Amorica for Was forced to globalise — Interbrand, agroes. ‘Mexico because it had saturated its is theclosest Latin America home market. Others say gets to. the US, both the Japanese experionce geographically and has not been a happy one. 150 culturally’ he says. ‘Tt was Security concerns forced an obvious starting-point ‘the company toretreatfrom for Starbucks in the region. Israel, and the antl slobalisation movement From the Financial Times now has Starbucks stores ‘on its hits, In aspiring societiessuch ETNANCIAL TIMES. as Chile and Mexico,© Read the article quickly and identify the country or countries where the statement is true. Argentina Peru Chile Brazil Colombia Venezuela Mexico US 4 People in this country would rather drink tea than coffee. 2 People in this country would rather drink instant coffee. 3 Inthis country coffee is usually free after dinner in restaurants. 4 In this country people drink 345 cups of coffee a year, 5 Inthis country people drink 4kg of whole or ground coffee beans per year. @ Answer these questions. 4 Where and when did Starbucks begin? 2. How many stores does it own in a) North America? b) the rest of the world? 3. How many stores does it allow others to operate in a) North America? b) the rest of the world? 4 Which overseas market did Starbucks enter first? 5 In what sort of places can you find Starbucks’ sales-points? 6 According to the article what four problems has Starbucks had? © Which of the following verbs can form a word partnership with a) a product, b) a market? a retreatfrom — breakinto. —7_ saturate 10 rollout 2 launch 5 penetrate 8 withdraw 44 license 3 pullout of 6 introduce 9 getafootholdin 12. phase out @ Which of the verbs in Exercise D are connected to a) entering a market, b) leaving a market? Use a good dictionary to help you. © (? 2: tistento the first part of the interview with Paul Smith, a mark specialist. What questions should you consider before entering an overseas market? Adapting to markets © © 22 1L%sten to the second part ofthe i challenges does Paul Smith mention? terview. What problems or © What probtems might a foreign producer of the following products have in trying to market their goods in your country: a) luxury cars, b) shampoos, ©) breakfast cereals? ‘A Paul Smith2 International marketing Peed Noun compounds and noun phrases noun phrases. For example: ‘an export licence rather than a licence to export a consumer protection law rather than a law for the protection of consumers Longer noun phrases are also common. They may consist of adverbs, adjectives and compound noun. The following pattern is typical: A compound noun is two nouns together. Noun compounds are common in business because they are shorter and more convenient than Adverb Adjective/ | Noun /Gerund | Head noun -ing participle increasingly | difficult market conditions long-term marketing strategy | expanding —_| overseas, @ Find noun phrases in the article on page 16 which have similar meanings to the phrases below. 1. the key facts about someone who buys goods or services (paragraph 3) 2 the activity of visiting outlets that sell hot beverages to a lot of people (paragraph 6) 3 places that sell unusual products that are different in some way (paragraph 7) 4 the amount of goods or materials used by each person in a particular period of time (paragraph 8) 5 a group of people trying to stop international companies controlling the world economy (paragraph 13) © One word in each group does not make a compound noun with the word in bold. Cross it out. 1 marketing campaign / budget / leader / strategy 2 market research / survey / check / sector 3. product market / range / features / manager 4 advertising campaign / exchange / agency / slogan 5 brand awareness / loyalty / image / contract 6 sales figures / conditions / forecast / targets 7 price promotion / rise / product / range @ The words in each of the noun phrases below are in the wrong order. Write the phrases in their correct form. 4. impressive figures sales really 2 department new public relations highly research market ambitious programme overseas expanding operations rapidly sheet balance improving extremely rate exchange volatile highly marketing report confidential Nousw2 International marketing J @ Brainstorming is a useful way of generating creative ideas in meetings. Brainstorming Decide which tips below are good advice and which ones you disagree with. Then compare your answers with a partner. Explain the purpose of the meeting clearly. 2 Ask each person to speak in turn, starting 3 Announce the time limit for the meeting. 4 Avoid criticising or judging ideas during the session, 5 Encourage ideas, however unusual they may be. 6 7 8 the most senior. Don't interrupt when people are offering suggestions. Make sure everyone keeps to the point. Don’t spend time on details 25 Listen to the first part ofan authentic brainstorming meeting between three members of the Marketing Department at Business Solutions Limited. Then answer these questions. 1 What is the purpose of the meeting? 2. What types of promotion are mentioned by participants? 124 Now listen tothe rest of the meeting and answer these questions. 4 What other ideas for promoting the website are mentioned by participants? 2 When is the next meeting? What information will the participants get then? ‘Match the comments made by the participants to the headings in the Useful language box below. You can use the Audio scripts on pages 158 and 159 to check the context of the comments. (Some comments can be put under more than one heading.) 1 Fire away. 7 That might be one way ... 2 Excellent! 8 Would it be worth it sponsoring 3 | think we'd reach a wide audience ... some kind of event? 4 We should definitely do some of that. 9 It would be great to do a presentation ... 10 What about that? 5 Absolutely! 6 What about press advertising? Useful language Stating objectives Expressing enthusiasm ideas, however crazy you The purpose ofthe meeting That's great! think they are. this morning isto... That's the best idea I've heard What we need to achieve for along time. Agreeing today is That's an excellent suggestion. Yes, that's a good idea Our objective here is to because .. Encouraging contributions Absolutely because Making suggestions Don’t hold back. Exactly because... | think we could ‘Say whatever comes to mind. You're (absolutely) right | suggest we... Any other ideas? because One thing we could dois... At this stage we want all your @ Choose one of the situations below and hold a brainstorming meeting. 4 Your company has developed a new sports or music magazine. Brainstorm ideas for an advertising campaign. 2 Your company will shortly be receiving a visit from some important Chinese businesspeople who wish to set up a joint venture with your firm. Brainstorm ideas for suitable gifts for the three Chinese visitors. bsKey features of Zumo B Contains caffeine, vitamins and glucose. B® Hasa secret ingredient, ‘herbora’, made from roots of rare African plants, B Scientific studies show that the body absorbs Zumo faster than water or other soft drinks. ®@ The unique formula contributes to Zumo’s taste and thirst quenching properties. 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: Its, 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 is now looking outside Spain for markets and would like to make Zumo a global brand©) 25 Listen to this excerpt froma radio programme, Business Today. Ricardo Gonzales, Zumospa’s President, discusses Zamoxpa’s plans to globalise. Make notes on the company results, future plans and competitive advantage. 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. Additionally, sales are gencrated 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 Furopean footballers and tennis stars. * Zumo is offered in four flavours and price is in the medium range. Developing a global brand Zamospa needs to reposition it 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 deci n has been taken to use a standardised 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, Before setting up focus groups in these 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 in the rough notes. One person in the group should take notes. Then meet as one group and select some of the best suggestions for further study. 2 International marketing J Brainstorming Session 1 Does Zumo need a new name? If so, what? 2 Introduce new Zumo varieties for different market segments e.g. Diet Zumno? Other versions? 3 Redesign Zumo bottle/can? If se, how? Greate a new slogan? Suggestions? 5. Ideas for TV or radio advertisement? Also, newspapers and magazines? “ © Price - medium range? 7 How to compete against similar products from Coke, Pepsi, Heinz, etc? 8 New market opportunities for Zumo? 9 Create a special division to market Zumo worldwide? 10 Apply to be official sponsor at next Olympic Games? Writing As Marketing Manager for Zumospa, write an e-mail to the directors of the company informing them of the key ideas which came out of the brainstorming session you attended. You should indicate which ideas you favour and why. D Writing fite page 139