Una nueva unidad con tres nuevas secciones de The Scripts, Reading comprehension y Grammar and vocabulary que presentan nuevos temas. Esta unidad es ayudaré a entender las reglas gramaticales y el nuevo vocabulario presente en las diversas situaciones. Podran hacer nuevos ejercicios para evaluar su conocimiento del idioma. En esta unidad: ‘The Scripts: Presenting the product; Conversation: Nora and Mr Ito; Conversation: John and Gill Reading comprehension: Business etiquette Grammar and vocabulary: Countables and uncountables; Vocabulary exercises PRESENTING THE PRODUCT - Mr Ito: Thank you. Thank you. 'm glad you enjoyed my presentation. Now | would ike to have 2 round of questions from the audience. John Ellison-Smith: Mr Ito, | understand thet the aim of this presentation is to provide us with as much information as possible on your new product. What | don’t folow is how you pian to position this product internationally. Of course, we'll work together to determine how best to position the product for each of the national markets, From where | am sitting, it appears that not all marketing issues have been ironed out Gill Sanderson: Yes those points need to be clarified, and I'm also wondering, would it be possible for you to present some quantitative market research, which provides information on elements that can be measured? For example, how many people own mobile phones in the Latin American markets that we're targeting, Brazil and Mexico? What is the average yearly income in those countries? Mr Ito: In answer to the first question, we have thought about positioning quite a bit, We went this product to represent the latest in high tech, also be affordable to most users in most markets. We need to pésition ‘the product to ina position to purchase it immediately - without being out of h to the larger market. Our b: feflects the key points on this subject. As to the second ‘question, our decisions ere basad on quantitative market research that has revealed large numbers ‘0 early adopters — those that are [7 ‘Quantitative market research = bisqueds cuandtatva de mereado To own = poseer [ "Average yearly [Tuite abit = baste Affordable = acces abordable To appeal Out of each = inaleaneable ‘Business plan = oan de gestén empresa sto = encuanto aPresenin Tae pRoouct of potential customers. Id like to draw your attention once again to this slide, on which a graph illustrates the growth in mobile phone users. The vertical axis shows Us the rising number of users, and the horizontal axis shows the years. This steady growth brought us to the conclusion that there is @ healthy market in that region. Nora Moothouse: Id like to ask you «little more about the positioning of the product. How are you going to market it against the competition? ‘Mr Ito: | don’t have the details of our marketing campaign at this time. Let's move on to our financial projections. I's important that you know about this to understand our commitment to the market and because this will be reflected in the sales projections that we will develop in partnership with our intemational sales agencies, Our long-term sales forecasts, the results we expect to see over the long haul, indicate that this is such a good product that i will bring us a relatively quick return of our investment, allowing us to invest heavily in our sales and marketing efforts in Latin America, specifically in Brazil and ‘Mexico. In a very short time, our revenues will exceed our investment. This project is very safe, and does not involve great risk. Let's focus on these positive elements. Ladies and gentlemen, I'm afraid we haven't got enough time for any more questions today. Thank you very much for joining me. [Pause] Mr Ito: Mr Ellison-Smith, I'm not sure that everyone Understood our commitment to the product... our point of view that this will be a big winrar for us and for a. ae "To draw one's attention = lamar fe atencin, ara a atencién Slide = depostva ‘Ais = (de un oreo) Positioning = pesiconamionto To market = colocar ane) mercado [commitment = compremiso [Long haul = erga dstanca [Pe exceed = superar! exceder [Winner = producto ganador everyone involved. We feel that success is so sure it’s almost guaranteed. | think a tour of my factory would help clarify matters for you, Would you be so kind as to accompany me there tomorrow morning? Would you like my taxi to pick you up on the way to the factory? Around 9 o'clock? John Ellison-Smith: Thank you very much, Mr It. I'd appreciate that. See you then. Conversation: Nora anp Mr tro Nora: Mr Ito, thank you for your presentation, I'm very impressed with the technological advances, but | don't follow your strategy. Mr Ito: I'd like to draw your attention to aur mission, which will help us meet our goals and positioning. Part of our mission is to provide the multi mobile ~ 2 sophisticated, advanced high technology cellular phone at an affordable price. Nora: | see. That makes sense, but | don’t follow how you plan to reach such large percentages of motile phone users in such a short time. I's so ambitious. Mr Ito: Well, yes, exactly, it's ambitious, but we believe the product features will make it the industry standard for a large numiber of mobile phone users, users of all ‘ages and across all economic sectors. Nora: Yes, | remember the features. But don’t you think the percentages are too high to reach in these markets? Conversarion: Nowa ano Me IroConveasarion: Jou ano Gin Conversation: Jonn anp Git John: What did you think of Mr Ito's presentation? Gill: To be truthful, I'd say his presentation was too shallow to swim in. [Laughs] "To be truthful a decir verdad Tea shallow toswim in = supertcil ara hacerse ua ides recs teraimenta demasiado poco prafundo para nada Toattain = aeanzer John: | agree. What did he say again? A cellular telephone at an affordable price for everyone. He'd better say that, to attain his yoel of reaching 60% of users in Mexico and 75% in Brazil. How can he reach all those users in just two years? Gill: He didn’t explain that. But 60 and 75 percent are an ambitious goal. He seems so determined. You know, | expected more quantitative marketing research to back up his olaim ahout becoming the leader. John: {interrupts] Yes, he's determined all right. He believes in the user benefits of the YMG-380, bout | don't understand how the services will help him achieve the numbers. Gill: t sounds like we might need to, meet with ‘marketing or finance to review the positioning and the numbers } Reading:comprehensi BUSINESS ETIQUETTE In this section of Unit 11 you'll find some important rules about how to behave when you are taking part in meetings with people from, different cultures. ‘The general rules of good manners are similar in most cultures, but there may be some variations in business meeting behaviour, Here are a few basic do's and don'ts of intemational business meeting etiquette. Do - Distribute an agenda at least two days in advance so participants have a chance to understand the aim of the meeting and prepare fori. Itis also important to remember that punctuality has different definitions in different cultures. Businesspeople from the Middle East may not consider 15 minutes to be ‘ate’. East Asian and European cultures are generally not so flexible. = Weit before sitting down. In Asian cultures hierarchy in business is so important. People wil sit around the table in a meting according to their status in the company. If attending a meeting in an Asian culture, western participants should enter according) to their rank: from highest to lowest. | | | = Make sure you arrive on time. it shows a lack of respect to be late. | | | ~ Contribute ideas and help keep the meeting on track. Meeting etiquette in western cultures tends to be more egalitarian, with all participants speaking if they have something to offer. However, issues of status are of such importance in Asian cultures, that the highest-ranking participant from a compeny is often the spokesperson aTBusiness enouerre - Follow the leader. The chairperson in a meeting will generally signal when itis time to get down to business. Some cultures spend more time on relationship-building small talk in a meeting than others do. In American culture where the attitude is often “Time is money’, 2 few words of small talk at the beginning of ¢ meeting may be enough. Do not = Allow your cell phone to ring or talk on a cell plione during a meeting, = Lean on the table with your elbows. Do not ignore cultural differences in body language. The Japanese prefer people to sit still and may consider fidgeting Western businesspeople as not being serious, = Read emails or other memos while someune is suedkiy, - Play with paper clips or behave in any way that seems might be interpreted as bored or uninterested. ~ Leave the meeting before itis finished without a very good reason, If you must leave, announce this in advance and apologize. If the venue for the meeting is within an Asian culture, be sure to address ‘your apology to the chairperson. = Complete books are written on the subject of business etiquette Such a basic list as this should not be viewed as exhaustive. ‘The subtleties from culture to culture are too numerous to list But this list provides some fundamental considerations that may help the businessperson working across several cultures. hierarchy = jerarquia to attend = presenciar rank = rango/grado Business eniguerre cn track = en tema spokesperson chairperson small talk = charla to lean = apoyarse elbow = codo to fidget = agitarse paper clip = alip to apologize = disculparse (Br); (Am) to apologise exhaustive = exhaustive subtlety = fineza/sutileza Exercise 1 Which statements are true about international business etiquette? 1) Some business etiquette is similar across cultures, but there are also differences. 2) All cultures, East and West, view time and lateness in the same way. 3) Its best to follow the signals of the chairperson ata business meeting, 44) Having ari agenda in advance of a meeting is @ good idea, but not necessary.Busness enguerre Exercise 2 Which of the suggestions are ‘do's’ (¥’) and which are ‘don'ts’ (X)" for a business meating in an Asian culture. 1) Prepare and distribute a list of topies to discuss in the meeting._ 2) Sit where you want. 3) Arrive on time,__ 4} If you have to leave before the end of the meeting, sit near the door so you can go out without anyone noticing, 5) Play with objects on the table,_ 6) Have a short chat with people at the beginning of the meeting.__ 7) Turn your mobile off,_ 8} Speak when you want._ C Ininglose: (7 tick = st (f) = cross = no) Exercise 3 Underline the sentence which is not appropriate in this text about international business meetings 1 Meetings are a big part of international business transactions, 2 Usually, one person takes responsibility for running the meeting, by setting the agenda and making sure that the conversation sticks to the topics listed. 3} Sometimes, the conversation can take an unexnected turn, because an issue, not on the agenda, is brought up during the discussion, ' | | | 4) Either this issue can be added to the agenda, or is tabled for another day. 5) Asking questions about local customs and sites of interest can be a good topic of conversation. 6] Remember that meetings need to stay on track if they are to be both purposeful and successful 7)At the end of the meeting, a written record of what has been discussed and what has been resolved needs to be created and later distributed to all the participants Exercise 4 Put the statements about international meetings in the correct order. al Tum off your cell phone. Leave the meeting only when the chairperson signals that the meeting has ended.__ ¢) Enter the room according to local traditions and cultural sensitivities, d) Print up and distribute the agenda. €) Contribute to the conversation and stay on track. fi Begin the meeting by introducing the participants. sa | | iWowo sraess Word stress More stress. It’s time for some more pronunciation practice! in this exercise, we compare three-syllable words which have the main accent on the first syllable and those which are stressed on the third syllable. The difference is between the frequently mispronounced word management in which you must remember to stress the first syllable, man, and another three-syllable word, employee in which you must remember to stress the last syllable, ee. We can represent these stress patterns graphically: the square represents the stressed syllable. First syllable stress: me @ Third syllable stress: @ @ = Put the following three-syllable words with the correct stress pattern: guarantee / accurate / Japanese / illustrate / educate / understand ljmee 2leem management employee Ene seccién de gramética de esta unidad analizamos las expresiones de cantidad y el uso de so y such. A continuacién, - algunos ejercicios stiles y divertidos de vocabulario, ‘COUNTABLES AND UNCOUNTABLES In Unit 8 we looked at countables and uncountables. We have already seen that we use: many / a lot of / lots of + countable nouns: There are many / a lot of / lots of new projects to discuss. And a lot of / lots of + uncountable nouns: No hurry! We've got a lot of /lots of time. A good / great deal of ‘Another formal expression, which we can use with uncountable nouns, is a good / great deal of: He spends a good deal of his time travelling around the world on business. They have put a great deal of money into the development of the new phone. Other expressions of quantity which change according to whether ‘the noun is countable or uncountable are: Too many / much too many + countable There are too many people in this room. it's so hot! = too much + uncountable This is too much work for one person. | will need some help.CCounras.es ano uncounrABLes We can make these expressions stronger by adding far: There are far too many mistakes in this email! I don’t, understand what it means. | think footballers are paid far too much money. Enough enough + countable / uncountable Are there enough eheirs in the room for the meeting? We haven't got enough time to eat before the train leaves. | Attention, pleasel | We put enough before @ noun: | Ithink we have enough food for everyone. | But we put enough after adjectives and adverbs: | [ont think he's experienced enough for 2 job as # manager. | Is your coffee hot enough? | lcouldn’t understand him. He didn’t speak clearly enough. bret Exercise 1 Complete the sentences with: too much / too many / enough. 1) I'm afraid we can’t discuss that matter now. We haven't got time. 2) can’t hear! There's noise in this room. 3) | don't like this weather. There's rain, Counrastes ao uncounraates 4) There were___people in the meeting and everyone wanted to speak at the same time. It was terrible. 5} I'm going to buy a naw computer because mine isn’t fast, So/ such When we use so much and so many we often also use that, However, remember that in informal English we can omit that! so many + countable (+ that) ‘The country is in recession and so many companies are going bankru = $0 much + uncountable (+ that! Yesterday | had so much work (that) | had to stay in the office until 8 pm. We also use: so + adjective (+that) The new software program is so complicsted (that) | need to do a course before I can use it. However, we cannot use so with a noun. We use: - such + a /an + (adjective) + countable noun (+ that) ve got such a difficult software program (thet) | need to do a course, such + (adjective) + uncountable noun (+ that) I’ve never eaten such terrible food! Remember that a common expression, such as, means for example: ‘The company pays for my costs such as travel expenses and accommodation,Too CounTaBLes AND UncouNTaaLes Exercise 2 Complete the sentences with so or such. 1) The weather is warm today that you don't need a jacket! 2) In some Asian cultures importance is placed on hierarchy that @ business delegation will enter a meeting in rank order. 3} didn’t know it was _ important to you to discuss this today or | would have included it on the agenda, 4) The flight was ___ long that ! went straight to bed as soon as | arrived. | was very tired. 5) I've got _a headache after that terrible meeting! MERCISE 3 Underline the correct words to complete the text. Few / Little manufacturing companies invite their workers to company meetings. Yet it does not take much / many imagination to see how such / so meetings could be effective, + Many / Much opinions and ideas of those working on the production line could be useful for making production processes ‘leaner’, more efficient. Not too many / enough time is spent listening to those workers closest to the manufacturing processes. Managers willing to listen could optimize their systems and help their company to save a great deal of / much money. & e Vocasuusay exercises Es) VOCABULARY EXERCISES El vocabulario especifico es muy importante para poder hablar de agocios. Lean la seccién Glossary de este libro y practiquen con este ejercicio que les permitiré venficar sus nuevos conocimientos. Exercise 4 Complete the text with the words in the list: aims / discussion / agenda / clarification corrections. The is a list of matters to be discussed ata meeting, [tis usually not enough to have just read the agenda. Penticipants should arrive at the meeting prepared :o ask for ‘and explanations, and to raise questions. ‘Sometimas, at the beginning of the meeting, the chaitperson may ask for the agenda to be approved. Any additions and a must be made before the meeting can proceed. Once a meeting has begun, participants can help keep the__on track, andensure thatthe ___and purposes of the meeting as stated in the agenda are followed.