PASSIVE VOICE

-passive voice is used when the focus is on the action.

Example : My bike was stolen.
-focus is on the fact that my bike was stolen. I do not know, however, who did it.
Sometimes a statement in passive is more polite than active voice, as the following example shows:
A mistake was made.
In this case, I focused on the fact that a mistake was made, but I do not blame anyone.

FORM:
Subject + finite form of to be + Past participle (3rd column of irregular verbs)
When rewriting active sentences in passive voice, note the following:
-the object of the active sentence becomes the subject of the passive sentence
-the finite form of the verb is changed(to be +participle)
-the subject of the active sentence becomes the object of the passive sentence

TENSE SUBJECT VERB OBJECT

SIMPLE PRESENT Active Rita writes a letter.
Passive: A letter is written by Rita.
SIMPLE PAST Active: Rita wrote a letter.
Passive: A letter was written by Rite.
PRESENT PERFECT Active: Rita has written a letter.
Passive: A letter has been written by Rita
FUTURE 1 Active: Rita will write a letter.
Passive: A letter will be written by Rita.
HILFSVERBEN Active: Rita can write a letter.
Passive: A letter can be written by Rita.

PRESENT Active: Rita is writing a letter.

PROGRESSIVE Passive: A letter is being written by Rite.
PAST Active: Rita was writing a letter.
PROGRESSIVE Passive: A letter was being written by Rita.
PAST PERFECT Active: Rita had written a letter.
Passive: A letter had been written by Rita.
FUTURE 2 Active: Rita will have written a letter.
Passive: A letter would have been written by Rita.
CONDITIONAL 1 Active: Rita would write a letter.
Passive: A letter would be written by Rita.
CONDITIONAL 2 Active: Rita would have written a letter.
Passive: A letter would have been written by Rita
TENSE AFFIR/NEG/QUEST USE SIGNAL
SIMPLE PRESENT A: He speaks. -action in the present Always, every …, never,
N: He does not speak. talking place regularly, normally, often,
Q: Does he speak? never or several times seldom, sometimes,
-facts usually
-actions taking place
one after another
-action set by
timetable
PRESENT PROGRESIVE A: He is speaking. -action taking place in At the moment, just,
N: He is not speaking. the moment of just now, Listen!,
Q: Is he speaking? speaking Look!, now, right now
-action taking place
only for a limited
period of time
-action arranged for
the future
SIMPLE PAST A: He spoke. -action in the past Yesterday, 2 minutes
N: He did not speak. taking place once, ago, in1990, the other
Q: Did he speak? never or several times day, last Friday
-actions taking place
one after another
-action taking place in
the middle of another
action
PAST PROGRESSIVE A: He was speaking -action going on at a While, as, long as
N: He was not certain time in the past
speaking. -actions taking place at
Q: Was he speaking? the same time
-action in the past that
is interrupted by
another action
PRESENT PERFECT A: He has spoken. -putting emphasis on Already, ever, just,
SIMPLE N: He has not spoken. the result never, not yet, so far,
Q: Has he spoken? -action that is still till now, up to now
going on
-action that stopped
recently
-finished action that
has an influence on the
present
-action that has taken
place once, never or
several times before
the moment of
speaking
PRESENT PERFECT A: He has been Putting emphasis on All day, for 4 years,
PROGRESSIVE speaking. the course or duration since 1993, how long?,
N: He has not been -action that recently the whole week
speaking. stopped or is still going
Q: Has he been on
speaking? -finished action that
influenced the present
PAST PERFECT SIMPLE A: He had spoken. -action taking place Already, just, never,
N: He had not spoken. before a certain time not yet, once, until,
Q: Had he spoken? in the past that day
-sometimes
interchangeable with
past perfect
progressive
-putting emphasis only
on the fact
PAST PERFECT A: He had been -action taking place For, since, the whole
PROGRESSIVE speaking. before a certain time day, all day
N: He had not been in the past
speaking. -sometimes
Q: Had he been interchangeable with
speaking? past perfect simple
-putting emphasis on
the duration or course
FUTURE 1 SIMPLE A: He will speak. -action in the future In a year, next …,
N: He will not speak. that can not be tomorrow
Q: Will he speak? influenced
-spontaneous decision
-assumption with
regard to the future
FUTURE 1 SIMPLE A: He is going to speak. -decision made for the In one year, next week,
(going to) N: He is not going to future tomorrow
speak. -conclusion with regard
Q: Is he going to to the future
speak?
FUTURE 1 A: He will be speaking. -action that is going on In one year, next week,
PROGRESSIVE N: He will not be at a certain time in the tomorrow
speaking. future
Q: Will he be speaking? -action that is sure to
happen in the near
future
FUTURE 2 SIMPLE A: He will have spoken. -action that will be By Monday, in a week
N: He will not have finished at a certain
spoken. time in the future
Q: Will he have
spoken?
FUTURE 2 A: He will have been -action taking place For …, the last couple
PROGRESSIVE speaking. before a certain time of hours, all day long
N: He will not have in the future
been speaking. -putting emphasis on
Q: Will he have been the course of an action
speaking?

EXPLANATION PAST PRESENT FUTURE

SIMPLE PAST SIMPLE PRESENT FUTURE 1 SIMPLE
Action that takes place He playED football He playS football He will/is going to
once, never or several every Tuesday every Tuesday play football every
times Tuesday
Action that happen one He played football He plays football and He will play football
MOMENT

after another and then he went then he goes home. and then he will go
home. home.

State He loved football He loves football He will love football

PAST PROGRESSIVE PRESENT FUTURE 1
PROGRESSIVE PROGRESSIVE
Action going on at that He was playing He is playing He will be playing
moment football football. football
Actions taking place at He was playing He is playing football He will playing
PERIOD

the same time football and she and she is watching. football and she will
was watching. be watching

PAST PERFECT PRESENT PERFECT FUTUR 2 SIMPLE

SIMPLE SIMPLE
Action taking place He had won five He has won five He will have won five
RESULT

before a certain matches until that matches so far. matches by then.

moment in time; day.
emphasises the result
PAST PERFECT PRESENT PERFECT FUTUR 2
PROGRESSIVE PROGRESSIVE PROGRESSIVE
Action taking place He had been He has been playing He will have been
DURATION

before a certain playing football for football for ten years. playing football for
moment in time(and ten years. ten years
beyond); emphasises
the duration
Noun combinations

1. We use ‘s to express a relationship between a person or organization and another person or

thing.
Me Blake’s secretary || her husband’s car BA’s employees || Volvo’s reputation

The ‘s very often means that the relationship can be expressed using have
Mr Blake has a secretary || volvo has a reputation

2. When two nouns are used together, the first noun functions as an adjective and describes the
second noun.
a business card || a job description || an office complex || a travel agency
Sometimes three or more nouns occur together.
a company credit card || a management training programme
3. Two nouns are joined by of when the ideas are more abstract.
the cost of living || independence of mind || the joy of working and lifelong learning
4. Some compound are written as one word
database || answerphone || letterhead || headquarters
5. When compound nouns are used with a numer in expressions of measurement, the first noun is
SINGULAR
a six-lane motorway||a four-day week||five-star hotel||150-year-old industrial empire
||20-minutes presentation ||3-million-dolar budget || 200000-dollar contract||10-year plan
Loyalty – the tendency to always buy particular brand

Image – the ideas and beliefs people have about a brand

Stretching – using an existing name on another type of product

Awareness – how familiar people are with a brand (or its logo and slogan)

Name – the title given to a product by the company that makes it

Launch – the introduction of a product to the market

Lifecycle – the length of time people continue to buy a product

Range – the set of products made by a company

Placement – when products are used in films or TV programmes

Endorsement – the use of a well-known person to advertise products

Leader – the best-selling product or brand in a market

Research – information about what consumers want or need

Share – customers of a similar age, income level or social group

Challenger – the second best-selling product or brand in a market

Segment – the percentage of sales a company has

Peak travel happens at times when the largest number of people are travelling

When you check in you go to desk at a hotel/airport to say you have arrived.

Frequent-flyer points are awarded by airlines to reward customer loyalty

An upgrade is a change to a better seat or level of service.

A lounge is a room in a hotel/airport where people can sit and relax

A boarding pass is a card you must show in order to get on a plane.

Ground staff are all the people who work at an airport, but not the pilots or cabin crew.

Luxury brand

Chief executive (izvršni director)

Parent company (matična firma)

Fourth quarter

Management style
Fuel-efficient models – model s ekonomičnom potrošnjom benzina

Team approach

Dramatic effects

Subsidiary – a company which is at least half-owned by another company

Factory/plant – a large building or group of buildings where gooids are made(using machinery)

Call centre – an office where people answer questions and make sales over the phone

Service centre – a place where faulty products are mended

Headquarters(HQ) – the main office or building of a company

Distribution centre – a building for storing good in large quantities

Warehouse – a building from which goods or supplies are sent to factories, shops or customers

Outlet – a place through which products are sold

R & D -research and develop – carry out research

Customer Services – deal with complaints

Human Resources (HR) – train staff

Sales and Marketing – run advertising campaigns

Production – operate assembly lines

Finance – prepare budgets/accounts

Administration – keep records

Legal – draw up contracts

Logistics – transport goods and equipment

Public Relations(PR) – issue press releases

IT – install and maintain system equipment

No one recognizes our logo or slogan. We need to spend more on advertising to raise brand awareness.

Consumers who always buy Sony when they need a new TV are (to)showing loyalty.

A fashion designers who launches his or her own parfume is an example of stretching

The name of Mercedes-Benze is such that its products are seen as safe, reliable, luxurious, well made
and expensive.

George Clooney advertising Nespresso is an example of endorsement

A lifecycle consists of introduction, growth, maturity and decline.

Tesco’s wide range means that it appeals to all sectors of the UK market.

The use of Aston Martin cars and Sony computers in James Bond films are examples of placement

Microsoft is the leader in computer software.

In countries with ageing populations, the over 60-s age group is becoming an increasingly important
segment

Pepsi is the challenger in carbonated soft drinks.

Focus groups and consumer surveys are ways of conducting research

Not enough leg room

Lost of delayed luggage

Long queues at check-in

Poor quality food and drink

No baggage trolleys available

Overbooking of seats

Flight delays and cancellations

Tiredness and jet leg

Delays for security checks

Oversized hand luggage in the cabin

Following the merger, the office layout was reorganized to accommodate the new staff.

The most successful change in our company was the decision to restructure company. Now there is
more opportunity for promotion.

It is now so expensive to rent offices in the city centre that many companies are relocating their
operations to purpose-built business parks at the city limits.

The company has recently downsize its workforce. Reducing the number of employees is the best way to
stay profitable in the current economic climate.

To improve efficiency, the company has introduced new working practices. The HR department will
retrain all sales staff.

One of our products hasn’t been selling well recently. The marketing team has decided to take it off the
market and relaunch in next year with new packaging.

The IT department report recommended that the company update the company system as soon as
possible.

The CEO thinks that too many decisions are made at Head Office. She wants to decentralize the decision-
making process so that branch managers are more involved at an earlier stage.

The company has finalized the plans to redevelop the disused car-park. It is going to become a fitness
centre for employess.

The logo and slogan are very old-fashioned. We need to update the whole image of the products and
bring it into the 21st century.

There is a lot of pressure on the government from consumers groups to deregulate the industry and
remove controls, so customers can benefit from increased competition.

Following the report by the legal department and changes in the tax laws, the management decided to
reassess the situation and delay making a decision on the takeover.

Sudden and surprising -dramatic

A period of 10 years -decade

Failing – braking down

The first company to develop new methods of doing somethings -trailblazer

Someone that you complete with rival

Jealously enviously

A complete change from a bad situation a good one -turnaround

the financial results of a company’s business(i.e. profit or loss) -return on sales

AMERICAN ENGLISH BRITISH ENGLISH

Subway Underground
Downtown City centre
Carry-on baggage Hand luggage
One way Single
Round trip Return
Freeway Motorway
Rest room Public toilet
Elevator Lift
Coach class Economy class
Schedule Timetable
Parking lot Car park
Line Queue
Check Bill
Reservation booking
First floor Ground floor
ENGLISH HRVATSKI
Advertising campaign Promoviranje
Awareness Svijest/značaj/informiranost
Bankrupt;bankrupt; go bankrupt Bankrot;bankrotiran;bankrotirati
Bankruptcy Stečaj
Billboard Reklamni panel
Booking Rezerviranje
Bottom line Konačni financijeski rezultat
Brand;branding Marka; brendiranje
Brand leader Vodeća marka proizvoda
Brand loyalty Vjernost marki proizvoda
Brand stretching Korištenje marke proizvoda na drugom proizv
Check Račun ; provjeriti
CEO (Chief Executive Officer) Izvršni director
CRM(Customer Relationship Management) Upravljanje odnosima s potrošačima
Decrease Smanjiti/opadati/reducirati
Demand Potražnja;zahtijevati
Damage Šteta/oštetiti
Delivery;deliver Isporuka;isporučiti
Deregulate;deregulation Ukinuti ograničenja
Dispatch Otprema
Downmarket/downscale Roba nižeg cjenovnog razreda
Downturn Pogoršanje/opadanje
Go/move downmarket/downscale Sniziti cijene
Durability Izdržljivost
Earnings Profiz/zarada/prihod
Endorse;endorsement Poduprijeti; oglašavanje proiz. Pomoću poznatih
osoba
Expense Trošak/reshod
Failure Stečaj/neuspjeh
Flyer Letak
Focus group Ciljana skupina
Headquarters Središnji ured
Issue Emisija/izdanje;izdavati
Jet lag Iscrpljenost od promjena vemenskih zona
Labor; labor union Rad/posao; sindikat
Launch Pustiti u proizvodnju
Logo Logotip
Loyalty;loyal Vjernost;odan
Maintenance Održavnje
Management;manager Uprava,rukovodstvo/rukovoditelj
Market; market;marketing Tržište; plasirati na tržište; marketing
Market challenger Tržišni izazivač
Market share Tržišni udio
Market leader Tržišni predvodnik
Merger Spajanje poduzeća
Outlet Prodajno mjesto
Ownership Vlasništvo
Parent company Matična kompanija
Peak Vrhunac; maksimalan; dosegnuti vrhunac
Production Proizvodnja
PLC(public limited company) Javno društvo s ograničenom odgovornošću
Quarter Kvartal
Reasearch and development (R&D) Istraživanje I razvoj
Reliability Pouzdanost
Relocation; relocate Preseljenje; premjestiti
Restructure Preustrojiti
Reschedule Prerasporediti
Resource Izvor
Reward Nagrada
Subsidiary Podružnica
Survey Anketa
Total quality management (TQM) Cjelovito upravljanje kvalitetom
Turnaround Preokret
Upgrade Nadogradnja, poboljšanje
Upmarket; go upmarket Visoko kvalitetno; povisiti cijenu I kvalitetu
Value Vrijednost
Warehouse Skladište
Workforce Djelatnici,radnici