6 Cultural awareness Start up 1 Doyou understand other cultures? Workin pairs. Complete each rule with must or mustn't How CROSS-CULTURAL are you? CSS 1 re business discussion before your host. HE 49) ©" Germany, you ___usetitiesin business, you Use first names. You___handovera gift using both hands in China. e 4 You___immediately read a business cardyou are given in apa a 5 in Australia, you __ maintain eye contact. = Arov smokein the US unless = D youre sureit is permitted make and In Thailand, you soles of your feet. show the You___use your right hand for © Qireriere an. in China. opena giftin Workin pairs. Think about your own culture. Discuss the ideas in exercise 1. EXAMPLES The host normally starts a business discussion in my country, too. Unlike Germany, you don't have to use titles. We havea rule, but its different from China. Listening @ Look at the pictures. Listen to three people talking about cultural faux pas and number the pictures (I-3). © What cultural mistakes did the people make? © Have youever been toa foreign country? What did they dodifferently?inci ioc iaitalnatl Neen Inthis unit. ‘talking about obligation | © must, mustn't, don't have to | @ describing responsibilities ‘@ writing a job description e Language spot 4 David_____the report today. Hecan deliver Talking about obligation ti 5 There's an excellent staff restaurant Staff Match these examples with the rules. ____ out forlunch Las snd tat ma tomorow sual silent i the Weary. You don't have to come tothe meeting 7 We the Managing Directors You mustn't smoke in this meeting room. Thave to doa lot of research in my job. ‘preventateay ‘ia rrust show yourpassportat the gate 8 Itisn'ta formal event You___ajact andtie. must 2. Work in pairs. Talk about rules in your workplace ‘We use mustin rules orschool. 1___ EXAMPLES: orto say when things are necessary You must arrive on time. We must work harder You mustn't smoke in the building, © We use must to talk about obligation in the future Pe Pronunciation © Weuse you must to recommend something You must visit their website. must Lhuitsta 1 Complete these office rules with must or mustn't haveto 1 You__arrive inthe office before 10am, © We use have oto talk about things that people guigens tas 2 You____send private emails. 3 3 You___answer the phone promptly. ‘ 4 You____surftheNet. mustn't 2 @ Listen and repeat the sentences. What do younotice o Wensemusin'ttosayttisnecessary thatyou about the pronunciation of must / mustn't? donor do something 4 3 Imagine youare the manager of small import-export business, Choose three qualities you think are very idenithaveta important and three qualities you don’t think are © We use don't have toto say something isnot necessary, necessary EXAMPLES Ds incaenaiormee maine You must be punctual. ‘Note: Use must+ verb Not must to+ verb You don't have to have experience. >> Go to Grammar reference p18 ebepunctual be able todrive 1 Complete the sentences with must, mustn’t,don’t/ doesn't have to, Use the verbs below. ework hard @weara suit aka foreign language call wear finish miss go open buy be espe: ebehonest 1 We____anew DvD player. This one's jee ‘have experience cress smartly 2 You_____that attachment, There's a virus. ‘@beabletogivepresentations «beable tous? 3. My computeris going really slowly. the IT department.stereotype (n) an over-simplified image of a group, such as/ll Americans are loud! or'The English are cold and unfriendly’. These x generalizations are often negative or offensive 1 Canyouthinkof the stereotypes used about your culture? Use the words below to help. reserved warm efficient polite stylish open eccentric punctual intellectual organized noisy lively lazy undisciplined good sense imaginative passionate of humour talkative rigid romantic creative 2 Read the article and decide ifthe statements are true (Morfalse (F) 1. Youcan stand close toan American when you speak tohim orher. The most difficult thing to get accustomed to was not the different foods or the fact that the stores close at 1.00 p.m. You get used to that. No,it's the culture ‘Amy, an American engineering student > onspending time in Germany 2. Itisnormal to shake hands briefly when you meet for the first time 3. Most Americans smile and look at eachother when they greet. 4. Itis offensive to wink in America. 5. Itisnot unusual foran American to aska stranger about their job. ‘Work in pairs. Compare the information above with your own culture, Project Choose a country or region where you work or would like to work. Go onlineand find out howto behave ina business environment. Writea short report giving advice to people working there. FOIA The SmartTraveller guide to IAA KI I IK IAI III America MERICANS: | B\tendioneed more personal space than other cultures. If youtry to get too near an American during a conversation, they will feeluncomfortable. If an American steps back thenyou are standing too close to them. Men tend to avoid hugging and even wornen do not bug andkiss asmuch as many Europeans, Formal greetings in America involve a quick firm handshake and there isnt much physical contact. However, people smile ateach other and make eye contact. Winkingjis relatively commen and means friendliness, or Tm Kidding’ ‘When Americans meet for the first time they often ask "What do youdo?’Thisis a normal question and is not considered | intrusive or personalIt’s my job 1 Workin pairs. Discuss the question. What are the responsibilities of a secretary? 2 Read about Dermot Kincaid and answer the questions, 1 What are his main responsibilities? 2. Whatisa typical day for him? 3. What happens when there are visitors? Dermot Kincaid ‘Age:21 Job:Secretary Nationality: irish Can you talk about your responsibilities? am in charge of the day-to-day running of the office. 1am responsible for keeping my boss's appointment diary up to date. answerthe phone and deal with enquiries from our customers. What isa normal day like? Inthe morning I open, sort, and distribute the mail During the day type letters and answer the phone. also send and receive emails and faxes. do. lot of administrative work. Itake care of the filing and Ikeep records of expenditure such as travel or purchases, At the end of the day I prepare the outgoing mail. Isyour work the same every day? Not really. We get alot of visitors and Ienjoy meeting new people. goand meet them at reception, tell them about the company, and look after them. What's your favourite task? Treally like arranging business trips for my colleagues. enjoy finding the flights, booking the hotels, and getting information about the places. Isthere anything you don’t like? Thate doing the photocopying! Cultural awareness 37 Call centre Recorded messages @Listen and complete the recorded message Welcome to Banana online banking Please ‘one of the following three options. Ifyou're 2 in connection with your membership * or pass code, please press For customers with _—* banking enquiries, please press option two. online banking enquiries, please to speak to an advisor. Forall. pressthreeor @ Ustento the recorded messages. What options should the following people choose? 1 Sarah needs to renew her Safe Car membership. 10 20 30 2. Hamid wants to buy tickets for the Picasso exhibition. 10 20 30 40 50 3. Eddie wants to report the loss of his Onion credit card. io 20 30 Workin pairs. Discuss these questions. How do youfeel when you get a recorded message? © getmusic while you wait? © have tolisten and follow instructions? don't get to speak to a eal person? have to leave a message? Expressions Welcome to... /Thankyou for calling Please select one of the following options. Please press one now. / Please press option one. For customers with Forallother enquiries Totellus... /Tochange please press At the end you ill return to the main menu: / For general information... / [To renew Please hold to speak to an advisor.Globalization|s much ike fie. Fie itself Is neither good nor bad. Used properly, itcan cook food sterilize equipment, form iron,and heat our homes, Used carelessly, fre can destroy lives, towns, and forests in an instant. Keith Porter Director of Communication {for the tanley Foundation Reading 1 Work in groups and discuss the question. How do celebrities or cartoon characters helpto sell a productin your country? 2 Read the article and answer the questions. 1. What did McDonald's do in France to improve itsimage? 2 Howdo McDonald's products in Hindu and Muslim countries differ from their global products? 3. What does Coca-Cola doto its productat a local level? 4 What does Yahoo do locally? Why did Revion lose sales to LOreal in Asia? 6 What positive results can come from glocalization? 3. Complete the paragraph with the following words communication improve create advantages increase sensitive market Thearticle speaks aboutsome__of glocalization. It suggest various ways in which international companies can relations with their local markets. Firstly they need to be 5 to local needs. Then they need to 4 products suited to local markets. Finally they must. + their products appropriately Inthese ways they can improve swith their markets and 2 market share Glocalization (local GD « giobaiization)isa new word. tt describes the ‘trategy of being global and being responsive to local eoncitions at the same time toccur,for example, when global corporations customize thee global products to sult the local culture. While globalization has been criticized for causing problems glocalization Seeks to improve relations between the big internationalcompanies and theirlocal customers The American OD} fastfood chain MeDonald is often the target of the anti globalization movement Howeveritistrying tobe more sensitive to local needsThe French attacked McDonald's for its Americanization of Frenchculture.So MeDonalds got dof itsAmerican mascot, Ronald McDonald, and adopted Asterix.a French cartoon hero,asitslocal ‘company mascot. t also serves French-style coffeein its restaurants. fo avoid offence in Hindu or Muslim countries, McDonald's does not serve beef or pork the Glocalization thinking globally, acting locally each of its international sites. Gp f2company wishes P tobe internationally successful ithas tomarket, its productsin different ‘ways for each country, Revion, the cosmetics ‘company, used Cindy Crawford to advertise its products in Asia, while UOreal used a local Chinese star-Revion lost sales to its rival. The modern {globalized world is often de-personalized, anda business that can communicate better will increase its market share. Large charities, such as Gy Oxfam alsocreate © ocal solutions for individual countries instead of simply handing ‘out money. $0 glocalization isnot just about big business itis a concept that can help the fight against poverty and inequality around the world Big Machhas become the vegetarian Maharaja Mac Py Coca-Cola also creates products suited tolocal markets by producing local versions of the drink. Even Yahoo, the Web portal, uses local teams of people to analyse the content inBusiness know-how ‘| Workin pairs. Discuss these questions. ‘When you meet someone forthe first time, how ‘can you make a good impression? ‘What sort of things don't make a good impression onyou? D> Howto make a good impression © Get the person's name right © Speakcclearly © Smile with your eyes © Avoid crossing your arms © Don‘tstand with your hands in your pockets 2 With your partnerlook at the tips. Think of two more tipstoadd tothe list. Writing 1 Before you read the job description below, discuss these questions. © What does a call centre operator do? © What skills and qualities are needed? © What qualifications are needed? J08 DESCRIPTION Call centre operator (ina booking ofice) Accall centre operator: —answers calls —helps callers with problems —provides information —deals with customer complaints —makes bookings Accall centre operator must: = speakclearly —havea good telephone manner —understand different accents —be able to work under pressure Qualifications —no formal qualifications needed basic keyboard skills, 2. Write a job description for your job or fora job you would like todo. Cultural awareness 39 Verbs advertise customize distribute globalize handout take care of Nouns enquiries expenditure faux pas market share membership number strategy Expressions " makea good impression make eye contact shake hands. Look back through this unit. Find five more words or expressions that you think are useful.yimlete(arelie Start up 2 @ Listen again and note the reasons for and against the freebies they discussed. Work in pairs. Look at the objects in the picture and discuss the questions. item [+ wo Hive yi qotany AESCIES aE ncTECE WAN ‘conference folder | practical not original youtoday? © Which five freebies would you like to receive? | are. © Whichone wouldn't you want to receive? stress balls © What are the advantages and disadvantages pocket radio of freebies? mouse mat biro Listening conference bag 1 @ The Manager and Sales Director of a company See we called Liberation are choosing which promotional freebies to offer at their next trade fair. Tick (V) the items they choose and cross (x) the ones they reject. showlogo.com & radio conference bag a os % mouse mat ‘op — iFumbrella ‘conference folder business card case fas £4.90, £230Reading Read the article and answer the questions. 1 Why aretrade fairs useful for businesses? 2. Why do you think planning is important? ‘What tasks do staff do when they are ona stand? 4 What actions are important aftera trade fair? Read the article again and list three reasons for attending a trade fair. Inthis uni ‘@ giving advice trade fairs (© should / shouldn't Tradefairs 41 ‘© writing an email describing a trade fair EXAMPLE You should makea pi toattract. Staff shouldn't forge! Trade fairs and exhibitions ee ice eC ed Sto ee face-to-face contacts with potential suppliers and Meee aca eer ca eee ees Seer mee eee Leon een es Soren eee ts met Ceres eS tees Peer Ua ene men ae ices a coreg eee rte) Doe yey reece Sct ere ae ea) pee ened Cen eed Prereen teen et] inadvance to get a good Peon ec a Cee ete ae eee eee Cee ces ree) er el eee Cree Steed Pere eee ogee aes Bester Prete illustrate the product. They et reread record of each visitor,and Sree eee ee eae tohave a meeting and discuss one ee earn Cor sarees aan rae en Ce es Reesor pr eeteeeiag youdon’t have time or the staffto plan and man a tra eter oe rents iene42 Unit? abigexhibitionwhere manufacturers and sellers of similar or related products display their goods, and meet customers and each other e Language spot should / shouldn't Complete the rules using two of the following words advice order stronger weaker Should is___ 2 than must or have to. Ishouid invite my boss to the party-but 'm not. going to! We use should to give an opinion or You should look ata trade fairs statistics. You shouldn't neglect the contacts you make. 2 Goto Grammar reference p.118 1 Complete these tips forattending a trade fair with should or shouldn't © You. getthere early to set up the stand © You. wear your badge at all times © You Jeave your bagsand coats around © You. ‘wear smart clothes and be wwell-presented © You be well-informed about your company © You eat or drink onthe stand * You carry a note book with you © You. have plenty of promotional materials © You gossip with your colleagues © You. get interested visitors toleave their details 2 Read the problem and write your advice. Imvfinding it very difficult to work be mate Is always talking on the phone to frien. use my ot gossip with me. What should | de 3 Workin groups.Compare your advice and choose the best solution. did alot of business at the fal The productson display were and itwas easy toseethe of participating companies, | will eturn next year Bengt Svensson Speaking Work in pairs, Student A goto p. 109, Student B goto p. 113, 9to5 Eating out ‘1 Workin pairs and discuss the questions. How often do you eat out? Do you ever eat out for work? Whatare the problems of eating abroad? Which foreign cuisines have you tried? What are your favourite national and foreign dishes? 2. Lisa and Richard are attending a trade fair. They're having lunch ata Japanese restaurant. What do you think they are saying in the pictures? 3G Listen and tick what they order on the menu. chicken noodle soup miso & wakame soup beef teriyaki takoyaki BASHIM sashimisampler tuna tataki superb. They were well displayed products. There was a good rangeTrade fairs 43 4 @ Listen and writeT (true) orF (false) foreach statement. Lisa hasn't eaten Japanese food before. 2. Richard likes Japanese restaurants because the food is fresh and the service is efficient 3. Richard can't explain the dishes on the mena 4. Lisa is vegetarian and can'teat meat orseafood 5 Lisa and Richard order the same dishes 6 Lisa would like to eat at a Japanese restaurant again. 5. @ Listen and tick the expressions you hear. Expressions Ordering 0 Are you ready to order? _ © What would you like?__ O Wilke a rithave... Talking about food 0 Canyoutell me what... s?__ 1D That sounds nice. __ OI don't like the sound of that. 1 What's the soup like?_ it’s deticious! Oi Wt’squitenice._ Speaking Work in groups of three. Two of you (customers) are eating out ina restaurant. The other is the waiter Customers go to p.109. Waiter go to p.113.Business has been sodrab,all ‘grey sults and cufflinks. But there's a whole new generation of entrepreneurs starting to make it fun, ‘mon Woodroffe Yo! Company profile Yo! 1 Read about Yo! and answer the questions. 1 Whois Simon Woodroffe? 2. What was his bigidea? 3. When did he start his business? 4. What does he believe makes a successful business? 5 What are his other companies? Do you think they will be successful? 6 Doyou find anything about Simon and his business ideas surprising? Yolis a series of successful businesses using the name Yo!, founded by entrepreneur Simon Woodroffe in 1997. ‘A Japanese friend suggested he opened conveyor-belt sushi restaurants in the UK. Inspired, he invested his life savings of £150K and borrowed another £150K tostart up Yo! Sushi. He started with one restaurant, but went on to open restaurants allover the UK and abroad. The company now has a turnover of £17m and 10% growth per annum. After leaving school at 16 with hardly any qualifications, Simon worked for over 20 years in the music businessas a stage designer. He wanted to be a millionaire even when hhe was 20, and at 40 decided it was getting a bit late! He believes that the key to success i a positiveattitude, enthusiasm, realism, and the ability to handle failure. Woodroffe has won many awards, and is an inspiring public speaker, He is developing a hi-tech, reasonably-priced hotel chain called Yotel! basedon Japanese capsule hotels.He has created the fashion chain Yol Japan in over seven countries, and hes building new Yor Sushi restaurants around the ‘world, He also sells sushi meals toa famous UK supermarket chain. Yolis one of those empires like Google or Virgin that wants to bea way of life rather than a business. 2. With a partner, read the text again and translate these ‘words and expressions into your language. 1 conveyor belt 2 Joan 3 tumover 4 growth 5 keytosuccess 6 gettingabitlate Project 1 With your partner research one of the following entrepreneurs: Richard Branson Alan Sugar ona famous entrepreneur from your own country calvin Klein 2. Writea report with questions and answers like the article above. ASAE Business know-how 1 Read about careers fairs. Then work in pairs. What sort -ofcompanies would be at your ideal careers fair? Careers fairs A careers fair isan opportunity for graduates to meet potential employers. They often take place at universities. You can explore career options, develop anetwork of contacts, or even get an interview. D Attending acareersfair ‘© Introduce yourself. Don't be shy. Dress appropriately. First impressions areimportant. Research the companies in advance on the Internet. Be prepared to ask questions. Take notes - of names, telephone numbers, etc Leave an up-to-date CV with potential employers. After the fair, write to the companies that interest you. eecee ‘2 Read the tips and decide which three you think are the most important. Why?‘Trade fairs 45 Writing 1 Workin pairs. Read the email and choose the best description of Paola. a Managing Director of RDG b visitor tothe trade fair © junior member of staffat RDG @ anRDGcustomer exhibitor {Seas as freebies Ba [Foot rere leaflets [BuncenBiar | _ promotional materials sees [ews etaler samples Hi Duncan, stand was ata trade fai all last week. There were thousands of susiness people. | was manning the RDG stand —it was a lot of (Ghe}conipenion responsibilty It was exhausting! | had to talk to potential eitiepreneor customers and give out catalogues and freebies. The best thing vie ‘was meeting people. The worst thing was answering questions, en. I've got one piece of advice - you should learn everything you ‘can about your company’s products before you go! Look back through this unt. Find five more AY ay mr Kl ‘words or expressions that you thinkare: ‘See you soon Paola 2. You wentto a trade fair last week and manneda stand forthe first time. Your company, Free forall, manufactures the marketing gifts on p.40. Write an email toa friend describing your experience. Include © what you did © the best thing © theworst thing © apiece of advice8 Advertising Startup 3. Find these adjectives in the adverts. Are they in the comparative or superlative form? complete the table 11 Work in groups. Discuss the questions with the adjectives, 1 What are your favourite adverts on TV or inmagazines? ‘complete good crunchy free bright cool tasty 2 Why doyou think they are successful? close international popular easy new clean 2 Lookat the extracts from adverts and match them with, the products. ee Adjective Describing a holiday destination —_ pet food __ washing powder. ferries__ range of entertainment fridge beds__ furniture __ bathrooms __ eens eo ad eed iCrunchier, See Lasucts ener s: purproduct 3k DTrace Soc Sec aga acd) Sail direct to Holiday France or Spain Poa omens) Our routes take you closer to the most reheat popular holiday destinations.e Language spot Comparatives and superlatives Complete the rules with these words and expressions. more most one of the most /least superlatives comparatives © Weuse to say how two ormore things orpeople are different, People sleep better on our beds than on other leading brands. ‘Our cat food is meatier than our main competitor's. © Weuse 2 like this. We have the most complete bathroom service. © What is being compared isnot always mentioned, ifitis understood, Get brighter whites (than the competition). © Weuse superlative. (One of the most beautiful cities in the world is Rome. Carlson's Extra is one of the best known brands on the market. Sto express aless specific © Wecanuse quantity. ‘More people use email more than letters to communicate witha noun totalk about © Wecanuse S witha noun totalk about a large proportion of something, ‘Most companies advertise their products. >» Goto Grammarreference p.119 1 Complete the text using these words and phrases. Add theif necessary. lowerprices larger smaller most expensive cheaper more people easiestways _betterthan less best most suitable Inthis unit ‘© comparatives and superlatives ‘@ talking about adverts ‘@ takinga message ‘© writing an online advertisement companies can afford them. Arad *to produce, and iso compar radio reaches more direct, a Print adsin magazines, newspapers, and on billboards are one of. “to reach people. Advertising space in local newspapers costs 7thanin national papersand is often very effective. Even big stores place adverts in local papers, although they have adverts than the local shops. National newspapers often carry adverts for computer or mobile phone companies offering. than their competitors. ‘Advertisers spend time selecting___» Publication. For shampoo manufacturers, women's magazines are "sports magazines, because ‘they are seen by the biggest audience of consumers. 2. Workin groups. Discuss products you know using the adjectives, safe delicious fresh innovative big advanced stylish comfortable healthy relaxing refreshing EXAMPLE Ithink Landrovers are one of the safest cars to drive. 3. Workin pairs. Write a mini-advertisement for one of these products Create a name for your product Writea short description and an eye-catching slogan. © acar © anMP3 player © abreakfast cereal © ashampoo © aperfumeThe bestadis2 good product. tis ourjob tomake women Alan H.Meyer unhappy with what they have EarlPuckett Word of mouth i the best medium ofa Willian Bernbach Reading 3. Read the article again and answer the questions. ‘1 Workin groups Whatkindsof productsdothefollowing - Whichtechnique groups of people usually advertise? 1 usesa lot of superlatives? yocretien youngwomen children 2. usesimages of family life to attract us? housewives businesspeople teenagers 3 links products to pleasant ideas? families secretaries old people 4 usesa famous person or an expert? EXAMPLE Children often advertise sweets. Listening 2 Read thearticleand match the headings to the paragraphs. Scientificauthority. Negative feelings. Association of ideas Repetition. Hype Emotional appeal_£ A one simple way to advertise is repetition The name ofthe product or a sloganis repeated sowe end up remembering it The aims to get the message into ourbrains -many radio adverts use this technique. B Adverts use both short phrases and ong explanations. in both cases language is extremely important. Hype or exaggeration ~is very common. Vague terms are used, such as'the _greatestor'the most advanced, in ‘orderto impress us and stop us asking ‘toomany questions. © scvertises play on the universal ‘feelings of fear and anxiety to manipulate our feelings. They suggest ‘that we maynot make friends.do @ Ustento the tworadio advertisements and decide © the type of product © the techniques used toadvertise the product The Persuaders We all know that buying a product won't really get us that great job or give us a perfect life. But we are stil influenced by advertising. Advertisers use a variety of techniques to persuade us to buy things. ‘enough for ourfamilies,orbe attractive enough unless we use their products. Think of how many mobile phone adverts link their use to having mote friends ora better socalife. D scientific endorsement'is common, particularly for cosmetics, medicine, or toothpaste. Ascientist tells us about the product and uses difficult words to impress us.A related strategy isthe use of glamorous celebrities we fee! reassured, or aspire tobe lke them. E emotional appealis fundamental to advertising, Maternal feeling, family life, sex, femininity, and maniiness all appeal to us subconsciously For example they show a woman hugging her children, ora macho man usinga razor blade. Nostalgic imagesare also important, suchas happy ‘Mediterranean family eating a meal ‘outside. tt may be a sentimental version of family life, but it appeals to F think ofsummer and you probably thinkofice cream and the beach-we often associate ideas together in out ‘minds. Advertisers also want to create associations, For example, technology ‘soften presented inamodern minimalist living space to suggest rch lifestyle. And although today’s driving means tratficjams and parking problems, car adverts link theircarto the concept of freedom on deserted roads!cae UK Advertising Adverts should €@ be egal, decent, honest, and truthful ‘© notbe offensive (sbout race, religion, sex, sexual orientation, ordisabilty) @ notencourage unsafe practices © not misiead by inaccuracy or exaggeration © not cause fear or distress without good reason © not provoke violence or anti-social behaviour @ not encourage consumers todrinkand drive Reading 1 Lookat the article. Discuss with a partner what is happening inthe picture, and what you thinkthe articleis about? 2. Read Who's who in advertising and decide if the sentences are true (T) or false (F 1. Account managers are only responsible for the budget. F 2. Artdirectors are responsible for creating the basic idea for the advert.__ 3 Copywriters workon the visual side of the : advertising campaign. 4 People in the Media department have to negotiate to buy advertising space.__ 5. The print production manager is the person who records commercials. 6 Artdirectors are responsible for filming TV commercials, Account managers ‘They oversee the advertising process, and liaise between : the client and the agency. ‘They keep the project on budget, brief their team, and present the results to the client. ‘Acoount managers need strong interpersonal, negotiation, and communication skills. who's who i" Creatives All advertising campaigns start from an idea developed by the ‘creatives’. Art directors come ‘up with the ideas and ‘look’, copywriters write and edit the words, and graphic designers create the final visual result. Copywriters need good language skills, while designers have strong visual skills. aa Project Work in groups. imagine you are a.creativeteam working in an advertising agency. The government is ‘worried that not enough young people want to workin sport. Ithas asked you to create an advert topromote careers in sport. © Allocate roles to people in your group. copywaiter, artdirector, ete. @ You must use both words and images to get your message across © Think about the target audience (young people your age) @ Youcan either create the advert, or writea one-page summary of the ideas behind your ad Media department ‘They create a media plan for the client, and buy advertising space in magazines, newspapers, the Internet, or on radio and TV. They choose the right medium for the product, and negotiate on behalf ofthe client. Media people are analytical, logical, and have a strong commercial awareness, yertising? Print production and television /radio production ‘The print production manager supervises the production of printed materials, the TV producer films commercials and the radio producer records ‘commervials. They ensure that the product is on time, on budget, and that it delivers the original concept.Call centre Checking information 1. @ Listenand check Andy’snotes. Correct any mistakes, @ Stefan Ceorge 020 78869987 Tuesday better than Thursday © Aftemoon not convenient 2. @ Listen again and tick the expressions you hear. Expressions O Sorry, what did you say? 0 Did you say...? 1 Sorry,| didn't catch that. 1 Could you repeat your address, please? 1D Would you mind saying that again? Pronunciation Emphasizing information @ Listen and underline the stressed words or numbers. 1 No,{said the Toyota was more expensive. 2. No,Isaid 07903. 3. No,it’sless compatible. 4. No,it’s 37 WessexStreet Speaking Workin pairs. student A goto p.109, Student B goto p.113. It’s my job 1 Read about Anna Blume and answer the questions. 1 How longhas she been a copywriter? 2 What does she doin her job? 3. What qualities do youneed to work in advertising? 2. Work in pairs. Discuss the questions. © Would you be interested in ajob in advertising? © What sort of job would you choose? Why? = Anna Blume ‘Age:22 Job: copywriter How did you get started in advertising? loved writing stories at school, so it was great tofind a job where I could use words creatively. I've been with my present company for just over two years now. Istarted on a six-month internship - and they offered mea job. What exactly do you do? Y'ma copywriter, which means that I'm responsible forany of the ‘copy’,or words, that appear in the advertisement. I write the words you see in a magazine ad,or hear on TV or radio. Doyouwork alot on your own? Notat all. !work ina small team It's a very intense job and we spend allot of ime together brainstorming ideas. We also work closely with the Art Director, because an ad is a combination of words and pictures. What special qualities should a copywriter have? You have to be creative, but be able toaccepteriticism, too. Forevery ten ideas Ihave, maybe only one will be accepted. And you have toget on well with people. Isita stressfuljob? There's alot of pressure here, but the job's great fun, Sometimes Idon't ‘want to go home!Te ae ae "© Make sure you get some regular quiet time to think. © Stop the inner voice that says ‘this idea is stupid’. ‘© Look around you and really notice your environment. campaign commercial consumers © Leama new skill-it makes you think ina new way. ie © When you brainstorm in groups, say all your ideas, ee even the strangest ones! ‘Worksskills ‘© Have fun—play word games, do puzzles. analytical communication skills interpersonal skills Writing logical negotiation skills 1. When yousell on sites like QXL or eBay, yousend a 4 description anda photo of the object. You have to Verbs provide an accurate description. Read this entry and brainstorm answerthe questions. influence impress 1 Whatisit? Te : 2 Whatisitlike? onde 3 3. Why isthe seller selling it? Look back through this unit. Find five more LEATHER JACKET. words or expressions that you think are useful. ‘Almost new brown leather Gucc! jacket. It's got } ‘metal buttons and three pockets, one inside. I's in good condition and very fashionable. | bought itthree months ago and have only worn ittwice. i ('m seling it because it’s a size too small i Time listed: 31 July 17.08 ’ Price: £35 Time left: 2h 30m 2 Youwantto sell something you ownonline, for example a lamp,a moped, a small piece of furniture, etc Writea short description similarto theone above. Include © howolditis © whatis looks like © whowould like it © why youare selling. =ese Emails1 Making contact 1 Discuss these questions, © What sort of information do you give when you introduce yourselfto somebody? © Doyou find it easy to introduce yourselfto someone you don't know? 2 Read the email and answer the questions. 1 Whois Angela? 2 Does she know Sabina Zawadzki? 3. What does Angela want? 4 How doyou think Sabina will reply? 3 Labelthe parts of the email. G closing sentence Ci closing salutation O sender'sname D opening salutation Ci introduction recipient's name/ email address O subject line Ci reason for writing 4 Read Sabina’s email and answer the questions. 1 Canshe offer Angela work experience? 2. What does she suggest? 5. Writean email introducing yourselfto Tim White He isa friend of your teacher and he runs asmall business. You would like to interview him fora project. ‘ie Est Vow feet Fume! Too Aone Hep Ersn| S|e Oe mie) Oe) t oir ton. |[AngelaLopez | Se 29January20— geesi|[Sabina Zawadz sience_[Introduction® eee Hee Dear Ms Zawadzki, * My name is Angela Lopez, and I am a Spanish student at Western Business College. | hope you don't mind me contacting you but | was given your name bby my tutor, Donald Kelly |lam planning 2 career in publishing, and | am keen to learn more about the business. | am writing to ask i there are any opportunities for work ‘experience in your company. Thank you for your attention. | hope to hear from you soon. ° Regards” ‘Angela Lopez * sj es ‘sic: [RE: introduction SS a a Dear Angela Thank you for getting in touch. 'm afraid we can't offer you work experience at present: However, | would be happy to tell you something about the publishing business, Would you ike to come to miy office one lunchtime? Gall me on 01862-463221 ext 5671 to arrange a day. Sabina Introducing yourself Thope you don't mind me contacting you. Saying how you got the name Twas given your name by... Closing ‘Thank you for your attention. Thope to hear from you soon. Responding Thank you for getting in toucheee ee Emails 2 Hotel booking 1 What information do hotels need when you book? 2 Read the emails and answer the questions. 1 What does Lotte want to book? 2. Why does Erica Jackson apologize? 3 What will the total bill come to? 3 Youand yourteamwantto stay in the Archway Hotel. Write tothe hotel with the booking details Number of people 3 Typeoftooms 3 doubles ‘Meetingroom yes Dates the nights of 24-26 June 4 Write another email changing the original booking. You want to change the dates to the nights of 2-4July. Writer's desk © would like to reserve / confirm I'mafraid that I would like to cancel /change my reservation. Thank you for your prompt reply. ‘Myccredit card details are. ‘*all rooms have satellite TV and en suite bathrooms ‘conference / business facies ‘restaurant and bar on-site parking ‘booking request Dear Sir/Madam, would like to reserve two single rooms for the nights of Monday 14 March, and Tuesday 15 March. | would also like a meeting room for six people on Tuesday 15 March. | ook forward to hearing from you, Yours faithfully Lotte Mertens Sites [bookingrequest Dear Ms Mertens ''m afraid that we only have double rooms for those nights. However we can offer them at a special rate of £60, breakfast included. We have a meeting room available for Tuesday 15 March. The price per day is £120, including. refreshments, If you would lke to reserve these rooms, please reply with your credit card number to guarantee the reservation. Yours sincerely Erica Jackson sitet [booking information Dear Ms Jackson Thank you for your prompt reply. | would like to confirm two double rooms, for the nights of Monday 14 March, and Tuesday 15 March. Could you also reserve the meeting room on Tuesday 15 March? My credit card details are: ‘Americard no. 4673281389729027, expires 09/11 Yours sincerely Lotte Mertens7? Seen Letters1 Thanking 1 When did you last writealetter (oremail or text message) © askingfor information? giving information? saying sorry? saying thankyou? accepting an invitation? congratulating someone? ‘Whowasit to? What was the result? eevcce 2 Read the letter and answer the questions 1 Whatkind ofletterisit? 2. Whatdid the writer and recipientdo yesterday? 3. Whatextra information does the writer give? 3 Label the parts of the letter. Gl opening salutation O dosing sentence O fullname (typed) O dosing salutation OO writers address OO signature O date O body O recipient's address 4 Layout this letter correctly ona computer. 128 Springfield Drive, Seattle, WA98199 Raglan Business Solutions 860 Lincoln House, Spokane, WA 99201 5 March, 20—Dear Ms Moran Tam. ‘writing to thank you for your offer ofan internment in June.Tam very excited by the opportunity of working in your company, Mook forward to receiving your information pack. Yours sincerely Irene Porter Irene Porter 45DaleRoad Stevenage SG66SB UK Sandman Creek Summer camps 1831 Elis Avenue Eugene OR 97405 25November, 20—' Dear MrHemingway* Iam writing to thank you for the interview we had yesterday. Iam very interested in working in your summer ‘campnext year. [hope that my qualifications and interests ‘were suitable. [meant to also mention that [am learning to driveand I hope to have my driving licence before the summer. (Once again, thank you for seeing me. Ilook forward to hearing from you. Yours sincerely, Amanda Nash © ‘Amanda Nash? Writer's desk & © Useoftities ‘Male: Mr Female: Ms (neutral, preferred in business correspondence), ‘Miss (unmarried), Mrs (married) © Use Yours sincerely when you know the person's name. © Abusiness letter is typed, so leave space for adding your signature.Writing bank $5 Emails 3 Arranging a meeting ‘1. What information do youneedto give when trying toarrangea meeting? 2 Read the emails. Who 1 suggests ameeting? 2. suggests an alternative time? 3. agrees toameeting time? 4. confirms the meeting? 3 Imagine youare Hugo. You discover you are busy on Wednesday afternoon. Write to Vanessa and Paul. Apologize and suggest an alternative day and time Writer's desk ° Suggesting Twonder if we could meet... Could we meet... ? Agreeing / Disagreeing is /would befine. Tmsorry, but... /T'mafraid. Suggesting an alternative wonder if we could make it (+ time / date). How / What about...? Confirming The meeting will beat (+ time /date). 4 Write emailstoyourpartnerto arrange a meeting First invent names and decide what you want todiscuss student A suggests a meeting student B apologizes and suggests an alternative time student A agreesto the meeting time Student B confirms the meeting |S sone Paul Morel; Hugo Macconaic Meeting about brochure | wonder f we could meet next week to discuss the new Brochure How about Wednesday morning in my office? Bost Vanessa eri Slt als mo]! sir lB [Pautvorei St Augusta HiVanessa 1'm sorry, but | have another appointment on Wednesday morning, | wander if we could make it Wednesday afternoon? Allthe best Paul (Be Est Vow cot Fumat Too Aone tp |e oul See mB Oo) @ | t |r | dome. B ton. |[HugoMacdonaid ®t Augusi 19 19.02 we. _|[VanessaPike|PaulMorel spe: _[ Re: Meeting about brochure 7 Hiall Wednesday afternoon is fine. How long do you think the meeting will take? Hugo flenessaPke August 13 13.05 _ awe |[RogoMacdonald;PaulMoret ‘samee_[Re: esting about brochure: Hi Thanks for getting back to me. The meeting willbe at 2.00 pm. next Wednesday in my office. It will ast about two hours. Allthe best Vanessa20 wrung oank Letters 2 Enquiries ‘1 Workin groups. Make alist of al the reasons why a business makes enquiries ofa supplier. EXAMPLES toask fora brochure tocheckonanorder 2 Read and complete the letter with these words, would recently also planning future know stand including 3. Whenyouwritealetteror an email you should organize your ideas clearly. Number these items in the order you findthemin the letter. Ci Reference to reply 1 Yourenquiry C1 Politeending O Description of your company 1 How you know about the supplier 4 Yourecently sawan advertina trade magazine for GFC Designs. Youare a quality giftsupplier and ‘would like to improve your ‘website. Write tothem and ask for a brochure. You also want to know if they deal with small businesses. Invent anameand address for your company. How you know about the supplier Trecently saw your advertisement / website /stand Your enquiry 1/We would like to know if/ more about. Would you please send me/us... ? lam/Weare very interested in ‘© When you don't know thename of the person you are writing to, use: Dear Sir/Madam to open your letter and Yours faithfully toend it. GFC Designs Unit 15 Newlands Business Park 73Charles Street East Toronto ON MIV SLR Look Out Security 1200 Woodroffe Avenue Ottawa ON K2C 3x5 3June,20— Dear Sir/Madam We saw your at the Montreal trade fair, and we would like to__? more about your CCTV products. GFC Designs isa graphic design agency, specializing in design solutions for businesses. We have +movedtonew business premises, and weare security cameras in thenear__. Storeplace our you please send us your latest catalogue, 7 afull price list? We would. liketo know if you install and maintain your security systems. We look forward to hearing from you soon. Yours faithfully, Claude Danvers Claude Danvers Facilities Manager GRC Designseee OF, Letters 3 Following up 1 Imagine youmneet someone at a careers fair and you want to write a follow-up letter. What information would you include? The largest careers fairin the region, with over 180 companies and lots of career and internship opportunities. Allstudents are 2 Readandcompletetheletterwith | WEST lca Tome along and getre these phrases. havealso C1 fortaking thetime O toleam more about 44 Proctor Street CO Thankyou again Birmingham: Denclose a copy B24aY 1 mentioned toyou taratinpatiicpest 3. Imagine you were at the Via Santo Spirito 23 Birmingham Careers Fair. You 50125 Firenze spoke to one of the companies Italy below. Write a follow-up letter. SNoveniberve— ek Kamins ms Dear Mr Fanelli AB ACUS Thankyou___1totalk tome today at the Birmingham. Import Export Careers Fair. Now Ihavea better idea about your company I believe that [would be an asset to your tearm. ‘AsI1___, amstudying business management and have ‘work experience in a small import export company in my home town. [speak Italian and Ihave good computer skills. 3 donea project on business links between Italy and peewee ARTEM! | Ss the UK, which is my area of special interest. New York N¥ would like 4 your trainee programme and visit your Sports goods company.1___+ of my CVand areference from my. jot professionals pedi et fe acrossthe globe 6 for your time. look forward to hearing from you anni soon. Yours sincerely Thomas Bernard Nina Bhatia ‘Nina Bhatia WORLD IN)NEED Enc Helping the weridinerss28 writing bank Emails 4 Inviting 1 Discuss these questions. © When do you send and receive invitations? © What informationdoes an invitation include? 2 Read the correspondence and answerthe questions. 1 Whyis Space Fashion having a party? 2. What does rsvp mean? 3. How well do you think Jim knows Stefano? 4 Whodoesn't accept the invitation? 3 Imagine you are Melissa, You can't gotothe party. Write an email to Selina. Then imagine you are im. You can go forthe drink Write an email to Stefano. ‘Writer's desk Formal We would like to invite you to Would you like to join me /usfor lunch /a drink, ete Thank youfor very much for ‘your invitation Iwould be delighted to come. I'mafraid I won't be able to accept. Neutral and Informal Would you like to come? Are you doing anything on... ? Ta love to come. Td love to come but... (+ reason) 4 Write an invitation to your partner, Your partner writes an email back, accepting or refusing, SPACEFASHION Dear Melissa Space Fashion is holding a summer party on Friday 12 July at 7 p.m. to celebrate a great year. ‘We would like to invite you to our celebrations. Selina Bond Rsvp Email spacefashionhp@ virtual.com Address: Space Fashion, 112—114 Tudor Street, London €C11 4PD. (C8 Gp [RE:partyinviation Ce ee Dear Selina Thank you for very much for your invitation. | would be delighted to come to your party, Bost wishes Melissa Salorion 2 CRE Siew: [ RE: drink Friday? TT Hidim ‘Are you doing anything on Friday? We're going for a drink after work. Would you like to come? All the best Stefano ‘sities: [RE: drink Friday a HiStefano I'd love to come but I can't make it. 've got to go out with clients. Have a great time! im"iii Sindhi CVs 1 Discuss the questions. © Why are CVs important? © What information do job applicants put in a CV? 2 Read the CV. Where do the headings go? Write them in. Interests skills Personal Information Education and qualifications Work experience 3 Now write your own CV.Use the (CV above as amodel. Writer's desk ‘Agood CV should © beclear and well-organized © beonone or two pages only list education and work experience in reverse order © have wide margins © use one font style Name: Date of birth: Nation: Marital status: Address: Tel: Email 2005 1999 1998 2004 2003 Curriculum Vitae Giacomo Marchese 1B August 1986 italian Single Via Torino 12 24128 Bergamo 0355580113, ‘glacomomarchesel@excellent.com Honours degree in Economics: grade 110/110 Italian High School Diploma ITCPA, Bortolo Belotti Bergamo Cambridge First Certificate in English ‘Oxfam charity offices, Oxford, UK:3 months’ voluntary work Duties included conducting research, answering phone, and collating data Green & Hudson, Michigan, USA:3-month internship Duties included market research, researching products, and maintaining client records Fluent English and Spanish, conversational Japanese Working knowledge of Microsoft Word, Excel, and PowerPoint Good typing skills Driving licence travelling, cinema, tennis, footballa ERNE Faxes Giving directions 1 Read the text messages and answerthe questions. 1. Whereis Javier? 2. What does heneed? 3. How will Krystyna send him the information? 4. Why isa faxusefulin this situation? 2 Read and complete Krystyna’s fax. opposite on left signs lost get take 3. Writea faxgivingdirections toa visitor to your school or college. ‘Theyare arriving from the town centre by car. Includea map if necessary. Writer's desk 2 © Most faxes contain headings (like an email). These include: For the attention of / From / Date / Subject /No. of pages / Fax numbers Faxes can be formalorinformal, typed orhand written, andcan be written asletters, memos, or notes. © Youcanalso send pictures by fax. HIKRYSTYNA. AM @ rae i HIJAVIER, WILLFAX YR HOTEL WITH DIRECTIONS, ARRIVED L8 LAST NIGHT. KRYSTYNA, HOW DO! GET2 CONFERENCE BY CAR? JAVIER FAH Brookside Hotel and Conference Centre Forthe attention of Javier Alonso Fannie: 01864774322 Date: 14 January 20— From: KrystynaWoznlak No.of pages (incusing ths: 2 Foxe: 01992702002 Subject How togettohere Hiavier Here are the directions and a small map. It’s about 60 miles from the airport to the hotel. From the airport, _—_____'the M40 to Oxford. Then take the A40 to Oxford. Follow ___#for Cheltenham. About 14 miles after Oxford follow signs for Minster Lovell. When you__ to Minster Lovell, go___* overastone bridge. Brookside Hotel is S yourleft. The car park is. thehotel. The conference starts at 1.00 p.m. so you've got plenty of time. Hope this mapis clear.Callme ifyou get___7! See you later. Krystyna FAH Brookside Hotel and Conference Centre Page!Writing bank 61 Emails 5 Answering enquiries 1 Look at the website and answer ‘the questions. 1 Whatsort of products is this company selling? 2. Whoaretheirtarget customers? 2 Putthe sentences inthe correct order in each email, Writer's Desk * Enquiries for more information would lke to know. Could youtell me...? Could yougive me more details about... 2 ‘Answering enquiries Thank you for your enquiry. lease do not hesitate toget in touch if you require further information Thope that this has answered your question. 3. Youwork for PromoPerfect. Answer the following enquiries Use the information in the table, © Iwould like to know what colours the Hand Track Mouse ‘comes in. Also, canit be used by left-handed people? (Kristin Archer) © Couldyou give me more details about the USB Pendrive? (Martin Vidmar) USBPendrive Hand Track ‘Mouse Coloursilver Colours: green and silver Size90mmx for both left- 30mmx14mm and right-handed people Letts iad Aslowas €16a unit USB Pendrive Itallows you to carry lots of data. Great for PowerPoint presentations. Aslowas €14a unit Hand Track Mouse This easy-to-use mouse doesn't need adesktop. It's great for business people on the move. thas a USB connector, Minimum order25 items Dear Customer Care {lam interested in ordering your USB pendrives fora promotional campaign, Could you also tell me if there is a discount for orders over 100?__ ook forward to hearing from you, | would lke to know how many megabytes of data you can store on the USB pendrive, Bill Whitehead CE ‘ewes [USB pendrives Dear Mir Whitehead | hope that this has answered your questions. ur USB pendrives come in two versions, 32 megabytes and 64 megabytes Thank you for your enquiry —_ In answer to your second question, we only offer a discount an orders over 500.___ We look forward to receiving your order. David Harris: Customer Care tehellish Report 1 Answer the questions. © Whatisareport? © Whowrites reports? © Whoreads them? 2 Read the extracts froma report and number the items below. Otitte OO introduction i Body Gi conetusion 3 Read the report again. Doyou think you area typical mobile phone user? Writer's desk ° Introduction The purpose of this research was. Itaimedto... Italsoaimedto.. Body 1/ We found that. Conclusion Toconclude, ‘My / Our report shows that... Italso shows that Based on my /our research,1/ we suggest that 4 Writea brief report entitled: The difference in use of mobile phones by 15-21 year old males and females. Use the information on the right and any relevant information in the report. We interviewed aso mobile phone users in schools and colleges, and. at work. We asked all the interviewees the same questions. 231 of the interviewees were male and 219 were female, Over 95% of 5-21 year olds use mobile phones. 75% of people talk to friends daily. Our report also shows that text messaging is more popular than phone calls and 90% of users send texts daily. We found that over 60% of users download their own ring tones. We also found that males would prefer, more than females, toenda relationship by text rather than in person, ‘Toconclude, we found that mobile phones are an essential part of young peoples’ lives. They use mobile phones in preference to emails, letters, and even face-to-face contact. Based on our research we predict that the mobile phone will become even more important to young people's communications in the future. 8 The use of mobile phones by 15 to 21 year olds ‘40 The purpose of this research was to find out how people aged 15-21 use their mobile phones. It aimed to find out how people use them, how often they use them, and what they use them for. Italso aimed to seeif young people... 92% 97% 60% 45% Talk to friends daily 85% 55% Feel aferwithamobilephone 70% © 90%Emails 6 Complaining 1 What problems can you have when you buy something online orby mail order? Add to the list missing parts wrong quantity 2 Read the emails and answer the questions. 1 What problem does Megan Byme have? 2. What does she want to happen? 3. Who does Derek Adams think is responsible for the problem? 4 Whatishe going todo? 5. Doyouthink that Megan Byrne will be happy with the solution? 3. Read the following problem. Write an email of complaint. Then write the reply from the company. You have ordered two DVDs from the online company DVD Direct- The Last Sarmurai and Spiderman, Deluxe Edition (Order No, 92670 BF) Youhave received: The Lost Princess and Lord of the Rings Part Writer's Desk é Complaining, Tam writing about /to complain about /with reference to Tam sorry to say that. Please arrange /send a replacement / give mea refund... Thank you for your assistance in this matter. Dealing with complaints Thank you for your email concerning Weare very sorry to hear about the problem... Please accept our apologies for the inconvenience. We look forward to doing business again with you in the future. i) Be [Megan Byrne Derek Adams [Delivery of digital cameras Dear Mr Adams 7 ‘am writing to complain about the delivery of el HPW315, which we received today. am sorry to say that the packaging was damaged, ain a of saleable quali | attach photographs ofthe damage a Please arrange to have them collected, and send us a replacement consignment as soon as possible, Thank you for your assistance in this mater. Yours sincerely Megan Byine Sales Manager, TechnoWorld at leat View _iner_Fomat_ Tools Acons Hb Brn Ske ale see! fom. |[DerekAdams ze | {Megan Bye sujee_[Delvory of digtalcameras Dear Ms Byrne +] + |B ome. 2) sere 2 Noverber 20-— Thank you for your email concerning your order #PW315. We are very sorry. to hear about the problem with the delivery of this order. Our carrier is investigating the matier We will send you replacement cameras, and will collect the damaged items free of charge. Please accept our apologies for the inconvenience. We look forward to doing business again with you in the future. Yours sincerely Derek Adams Stock Controlleren Letters 4 Job applications * 1 Read the advertisement and make Diamond Travel anote ofthe experience, skills,and qualitiesyouhavethat makeyoua admin assistant ford dale formueigh Fdrin assistant required fortis fun but hardworting business travel agency. Experience 2. Headand complete thieletterof of Microsoft Word and Excel are essential, cong witha dear telephone mone You must application with these phrases. be reliable and have excelent communication sHils A sense of humour isan advantage Oi Asyou can see Fpply ith a CV to Tin Greenaway, Human Resources, Diamond Services, 112 Woodford Oi Forexample ‘Rood, London SW 12 SAP D Lam writing to apply for CO My duties included Oi inadditionthave ‘7ParkRoad D although my work experience Sale M7 9EP O Tamfluentin Tim Greenaway 3. Writea letter of application to Human Resources Diamond Travel. Include Spa Saves addresses, the date and a reference 112 Woodford Road toany enclosed documents. Make London SW12.9AP notes using the planin Writer’ 16Jaruary,20— desk before you start. ne Dear MrGreenaway ee the position of admin assistant which Letter of application {saw advertised in the January 14 issue of The Guardian. enclose a © Addresses and datelaid out copy of my CV as requested. one Iwould like to work for you because Iam very interested in working ©. Opening aay inatravelagency._____————————_—is limited, Ibelieve © Body: Ihave the necessary skills for this position. Paragraph reason for writing, where you ———__ from my CV, Ihave just finished a three saw the advertisement month internshipat TLC Travel. Paragraph 2 business correspondence and administrative work. why you are interested inthe job *English and German, and also speak Paragraph 3 ‘Spanish. excellent computer skills experience, qualifications skills and can use Word, Excel, and PowerPoint. Paragraph 4 personal qualities Tama hardworking and reliable person. © Closing salutation signature, inmy internship Iwas given extra responsibilities because the acid palated mime ‘manager trusted my abilities. also have very good communication skills and a good sense of humour. look forward to hearing from you. Yours sincerely Alexander Kartsen Alexander Karlsen.Writing bank key Emails 1-Making contact (p.52) 2.1 ASpanish studentat Western Business College 2 No. Angela's tutor knows her. 3 Toget work experience in Sabina’s company 3.1 recipient’sname/ 5. reason forwriting emailaddress 6 closing sentence 2 subjectline 7 closing salutation 3 openingsalutation 8 sender's name 4 introduction 41 No 2. Alunchtime meeting Emails2~Hotel booking (p.53) 2.1 ‘Twosingle rooms for Monday 14 Marchand Tuesday 15 March. A meeting room for six people on Tuesday 15 March 2 Only double roomsavailable 3 £360 Letters 1-Thanking (p.54) 21 Athank-youletter 2. He interviewed her for asummer camp job. 3. Sheis earning to drive and hopes to havea driving licence before the surnmer. 3 1 writers address 6 closing sentence 2 recipient’saddress 7 closingsalutation 3 date 8 signature 4 openingsalutation 9. fullname (typed) 5 body Emails 3 ~ Arranging a meeting (p.55) 21 Vanessa 2 Paul 3 Hugo 4 Vanessa Letters 2— Enquiries (p.56) 21 stand 4 planning 7 including 2 know 5 future 8 also 3 secently 6 Would 3 1 Howyouknow about the supplier 2 Description of your company 3 Yourenquiry 4 Reference toreply 5. Polite ending Letters 3 — Following up (p.57) 21 fortakingthetime 4 tolearnmoreabout 2 mentionedtoyou 5 encloseacopy 3 havealso 6 Thank youagain Emails 4~ Inviting (p.58) 21 Tocelebrate 3. Heknowshim well. agreat year 4 sim 2 Pleasereply Ws (p.59) 21 Personalinformation 3 Work experience 2 Education and 4 Skills qualifications 5 Interests Faxes Giving directions (p.60) 1 1 Attheairporthotel 2 Road directions to the conference 3 Byfax 4 Itcanincludea hand-drawn map. 21 take 3 get 5 on 7 dost 2 signs 4 left © opposite Emails 5~ Answering enquiries (p.61) 1 1 Promotional products 2 Businesses 2 1 Tam interested in ordering your USB pendrives: fora promotional campaign. 2. Twouldllike to know how many megabytes of data you can store on the USB pendrive 3 Could you alsotell me if there isa discount for orders over 100, 4 Tlook forward to hearing from you. 1 Thank you for your enquiry. 2. OurUSB pendrives come in two versions, 32, megabytes and 64 megabytes. 3. Inanswer to your second question, we only offer adiscount on orders over 500. 4 Thope that this has answered your questions 5. Welock forward to receiving your order. Report (p.62) 2 Title3 Introduction4 Body1 Conclusion2 Emails 6 ~ Complaining (p.63) 2 1 Thepackaging was damaged and the cameras arenot of saleable quality. 2. She wants the damaged goods to be collected and anew consignment sent to her. 3. Thecarrier 4 Collectthe damaged goods andsendanew consignment free of charge 5. (Student's own answer) Letters 4—Job applications (p.64) 2 1 Lamwriting to apply for Although my work experience Asyoucansee ‘My duties included Tamfluentin Inaddition Ihave Forexample9 Fashion and style Start up Reading 1. Work in pairs. Do the questionnaire and then workout 1 Lookat the shoes. What adjectives would you use to your score. describethem? 2 Read the article and answer the questions. Listening1 1 How/is Camper different from shops such as Gucci? 1 @ Alexand Maria are doing the questionnaire 2. Where does Campermake and design its shoes? together. Listen and make notes on Alex's answers. 3. Whatsort of shoes did Lorenzo decide to make in ‘Then listen again and make notes on Maria's answers. the1970s? 2. Workin pairs.Calculate Alex's and Maria's scores 4 How does Lorenzo describe his shoes? Are they fashion victims? 5 Whatplans has the company got forthe future? 6 What are companies like Nike doing to compete? ARE YOU A FASHION VICTIM? rm Do youlite reading Bey thes fashion magazines or because your friends reading about celebrities? are wearing them? Do you prefer to buy Do you have ciothesin branded dothes, such as {your wardrobe which Raiph Lauren, or Banana. {you haven't worn yet? Republic? GQ mnie Do you lite wearing this airs of trainers for year's fashions? ifferent purposes? (Am utewar cates Do you lie people to tohave visible labe's, eg, ‘admire your look? Polo or Nike? Do you tke wearing sportswear even when ‘youre not doing a sport? Have you ever wanted caccessovies you ve seen inn advert or a magazine articie?Fashion and style 67 Cee a CPT ee In this unit @ the fashion business © Present Perfect + for/ since /yet (© making requests, refusing, and agreeing @can/could ‘© making and accepting invitations What do Nicole Kidman, Bruce Willis, and Steven Spielberg have in ‘common? They have all bought shoes from Camper. But the philosophy of Camper isthe opposite of designer shops like Gucci and Armani, who promote luxury and elegance. Camper believes in simplicity, authenticity, and a healthy lifestyle. Asense of place This family-run Spanish shoemaker sold three million pairs of shoes in 2004. it has over 40 stores worldwide Including London, Milan, New York, and ‘Taiwan. But allits designers and factoriesare in Majorca,a small island 150 miles off the coast of Barcelonal Their designs are inspired by its ‘Mediterranean surroundings and are comfortable, fun, and eco-friendly. A family of shoemakers The Fuxd familyhave hada successful Camper means‘peasant’in Catalan, shoemaking business since 1877.Butin and Loren2oFluxd,the man who created Camper was inspired by peasant culture He doesn't like the label'fashionable’ Hisshoes arewhat called Lorenzo, trained in business he calls culture brand; reflecting traditional rural values.although Camper stores ae in upmarket areas, theylook very basic. When Camper Camper hotel opened in Milan, they asked customers ‘towrite graffiti on their wall, the 1970s young Lorenzo wanted to makea different, casual kind of shoe. Hedecided to manufacturea design based ona traditional recycled ‘Majorcan shoe. Although his father didn't approve, the new shoes sold well. After fifteen years in Spain, Camper was launchedon the International market in the 1990s. Vocabulary We often use nouns to modify other nouns. Match these nouns from the article. 1 designer a culture 2. shoemaking b administration 3 peasant © business 4 business d_ website 5. shopping e shop A philosophy of life New business ideas While multinationals such as Nike are now making cheaper, recyclable shoes inorder to compete, the Fluxé familys still one step ahead! Fluxa's son, also administration, and has created an online Camper shopping website; and another son, Miguel, has opened a Project 1 Workin groups. Imagine you area fashion manufacturer. You have to decide on © your company name what you make © who your customers are © your philosophy your slogan 2. Givea short presentation of your company to the class.Fashion is what youadopt Fashion is made to become when you don't know who unfashionable. youare. CocoChanel Quentin crisp fashion designer writer (383097)) (1908-1999) Listening 2 3. @ Coverthe articleand listen again. Write the people's names (Mark Lisa, Antonia, John). 1 Before you listen, match the jobs with their Heer the. descriptions. ; a 1 afashiondesigner a createsalookfora ee company 2 isa fashion buyer. 2. afashion buyer b makes and distributes 3 isastylist. fashion products 4 isa fashion designer. 3 amanufacturer ¢ buys clothes for fashion 5 has done this job for two years. stores 6 has done this job since 2004. 4 stylist 4 designs clothes and/or 7 has hada designerlabel since 2003, seas s| 8 hasbeenatthe company forthree months. Paice meas Cheartle 4 Read the article again and check your answers. Vag fromthe fashion industry “.ttwasabig step after Jntthis business.'ve got contracts with some major clients, mainly in. 2and 4.F've specialized in menswear up tonow.| haven't désigned for women yet, but I've got big _lanstostart nest yea ‘Mark Mahfouz, 24 “The worked as fashion buyer forthe ast _*. Basically, | commission and buy clothes from designers and manufacturers for high- street clothes stores. I've travelled abroad to Sand suppliers, and 've met alot of people. The most! inmy line of workis being able to deliver on time. Usa teens Timing an internship with OK Plus an accessories manufacturer in____ _____¢.1've been here for just over: 2 It’s great to get some real work experience. haven't been involved in design work yet, but I've gained some good business Fete uaty Cont an Sls eparten Benedetti, 20 2 designerjevenatalent agent. Since tylist. Stylists can work for designers, manufact. es, even celebrities! A stylist creates a total loole Language spot Present Perfect Put these examples under the correct rule: Have you designed for women yet? ve gained some good experience. Thaven't been involved tn design work yet. ve worked as a fashion buyer forthe last two years. © Weuse the Present Perfect to talk about something in the past when we do not say exactly when it happened. Ive travelled abroad to fashion shows and suppliers. Present Perfect + for/since © Weuse the Present Perfect to talk about actionsina period of time from the past until now. We use for with a period of time (eg three months) and since witha specific time (e.g. 2003) Tve had my own design label since 2003. Present Perfect + (not) yet © Weuse yet with a negative verb to say that something we expect has not happened. © Weuse yet in questions toaskabout things we expect to happen. » Goto Grammar reference p.119 1 Workin pairs. Tell each other what you've achieved in the last sic months. EXAMPLE ve improved my English over the last six months, ve studied hard and I've passed all my tests. improved my English _readalot of books keptadiary changed my look been abroad lost weight finished a project made some new friends got fit started... ing ‘Sobninidaadlada nails il 2 @ Listen and tick (7) what Antonia has done at OK Pius. quality control management sales telephones current orders design 3 Complete the sentences about Leila with for+ number orsince, 2000 started designing handbags 2001 moved to Germany 2002 started wort at Prada 2003 became a manager 2004 met her boyfriend, Helmut made Regional Design Manager 1. She’s designed handbags _ 2 She's lived in Germany, years. 3. She's worked at Prada years. 4 She's beena manager. 2003. 5 She's known her boyfriend, Helmut, years. 6. She's been Regional Design Manager 2008. 2000.‘The name Gap comes from the hippie concept of the'generation gap" Product Red was created in 2006 by the rock singer Bono tohelp fight disease in Africa, 50% of the profits from Gap's Red collection T-shirt ‘goes to the Global Fund. 9to5 Making requests Lookat the picture. What kind of day do you think Lisa ishaving? @ Ustento the conversation and write R (Richard),J (Joe), or S (Sara). Who asks Lisa to, 1... bringa copy ofa report 2... emailadocument beforelunch 3... printsomebbriefingnotes 4... givesomefilestoRichard 5... getthe files from Sara @ Listen again and complete the sentences. Why do you think they make the requests in different ways? 1 Bytheway, email mean updated lst of our contacts document? And. getitto me before lunch? 2 mind ‘the briefing notes ‘we received from Harper's Hotels? 3 ___givethese files toRichard? ‘To which request do you say ‘no'to mean ‘yes’? 1 Can/Couldyou...? 2 Would youmind...? Expressions Can / Could you (possibly)...? Would you mind...? Yes, of course. Sure./ No problem. rm sorry, but Of course not Speaking ‘Work in pairs. Student A go to p.109. Student B goto p14, Company profile Gap Inc. Workin pairs. Student A reads the text on this page, and Student B reads the text 2on p10. Then cover the information and ask your partner these questions. Student A’s questions © What does Gap sell? ‘© Name the companies that make up Gap Inc? ‘© How many people work for Gap nc.? © When was the first store opened in Europe? © When did Gap Inc. open its online store? GAPInc. ‘The first Gap store was opened in 1969 in San Francisco, California, by a couple called Don and Doris Fisher. Infact the Fisher family still own 25% of the company. Now the Gap Inc. world headquarters arein San Francisco, while their development offices aren ‘New York. In 2004 their revenue was $16.3 billion and ‘their earnings were $1.2 billion. They have about 3,000 stores worldwide, though they are only in four countries ‘outside the US ~ Canada, the UK, France,and Japan. ‘© Always have a well-coordinated look. © Get aneat, attractive haircut, and keep it uptodate. ‘© Don't wear too much jewellery. ‘© Avoid over-casual clothes, suchas jeans or trainers. ‘© Wear good-quality shoes and keep them clean.a ee Writing 1 You have been invited to the following events. Write ‘what you would wearfor each. EXAMPLE Forthe birthday party! would wear casual clothes. Iwould wear my best trainers and a new striped shirt, but Iwouldn’t wearatie.I've got some new black ‘Armani jeans and I'd wear them with a casual jacket. It's my girlfriend's favourite! designer menswear sportswear stylist Adjectives 9.00p.m. to 1.00 a.m. ete basic comfortable designer | eco-friendly We would like to invite youtoaninterviewfor fashionable luxurious the post of office administrator... stylish } upmarket Hi, Please come and celebrate my Diet birthday with me at the Cicada Club. Look back through this unt. Find five more Ea Yow mt femal Tae totes words or expressions that you think are (SG See OSG) tT iir inom FB I've gota spare ticket for he football match on Saturday afternoon between Man United and Chelsea. Would you lke to come? Expressions We would like toinvite you to Would you lke to cometo...? Please come | would love / be delighted to come ‘Thank you for your invitation, but 'm afraid | won't be able toaccept. I would love to come, but... 2. White invitations to students in your class. When you receive invitations, either accept or make your excuses inwriting. Use the expressions above.10 Technology Start up ‘Work in pairs. Do the quiz together and calculate your scores, How many emails do you send a day? a morethan 20 Count how many A, B, C, D answers you gave. ‘Then read your profile. Mostly As Whatatechnophile! Doyou Well... you can use a hhavetimeforhumans? You computer. Andyou haven't nneedtotakeabreakandsee forgottenaboutyourfriends, | some friends. But don’t get eft behind by new technology! Mostly Bs Mostly Ds You've gotthe right atitude for What century areyou living in? the business world. Youknow — Modem technology can make ‘andunderstandtechnology. your life easier and more fun! d But... becareful~don'tletit Andifyouwant ajobin a It'snota problem ~ I havea back-up take over your life. business, you'd better b Icallthe helpline immediately. € I try dialling later, or do something 4d Idon't notice. ‘Your computeris being repaired. a |use my other PCI havea spare. bluse my laptop. «I borrow a computerifnecessary. ° 4 I’snota problem, Ican wait. 3 ‘What do you preferto doat homein the evenings? a checkmyemail b play computer games ‘¢ watchTV dread a book Is itusually better to contact you bytextmessage? c byphone? b byemail? d face-to-face? 1 2 3 4 5 liven up. Reading 1 Discuss these questions. ‘What do you use a computer for? How has the Internet changed our lives? 2 Read the article and answerthe questions, ‘What two types of computers does the internet use? ‘What type of server does your Is? operate? How does a web page arrive at your computer? What was ARPANET? What wereits disadvantages? What did Tim Berners-Lee do?So you think you know about the Internet! Servers and dlients The internet isa world wide network of hundreds of millions of computers linked together by telephone systems. Two basic types of computer are involved ‘servers’ and’ clients: Your home, school, or office computer isa client, while the information you seekis stored on the servers Getting toa web page Every website in the world is located on a host server. When you type in a website address your home computers then connected toa ‘gateway’ server. This is operated by your internet Service Provider ('SP). Then your request to viewa pageis passed on byyourlsPto 1 ‘other servers. n seconds itis passed from server to server until it reaches the target host server. Then you can view ‘the web page you requested. Early days The first computer network was developed by the US military during the 1950s. It was adapted by scientists in ‘the 605 so they could share information. This new system was called ARPANET. As more and more universities and other institutions used ARPANET, it became an information community. The Internet was starting to take shape. } Going global Unfortunately, ARPANET was complex and difficult to use. The Internet was revolutionized in 1991 when the World Wide Web was invented by Tim Berners-Lee. Now anyone could access information with a click of the ‘mouse! Mosaic, the world's first Web browser, was introduced in 1993. it worked for both PCs and Apple Macs. And from then on, the internet became truly global. ae PF The Passive Complete the examples with! wasinvented ispassedon i! ‘© The focus of a Passive sentence! person or thing that does the action talkabout processes, ‘Then your request. Soy, other servers @ If we talk about the person or thing im: sentence we use by. ‘The frst computer network was developed! military. © Weuse the Present Passive for things that are true, or things that happen regularly. Your home computer. ? toa gateway server @ We use the Past Passive like the Past Simple, total about complete finished actions and events, or past processes. The World Wide Web. * by Tim Berners-Lee, > Goto Grammar reference p.120 Underline examples of the Present Passive and circle examples of the Past Passive in the text. Use these sentences to write a paragraph. Use the Present Passive, When you want to talk about who performs the action, use by. EXAMPLE Howmailis delivered First the mailis taken to a sorting office. Itis sorted by ‘machines into geographical areas. Then... 1. Postal workers take the mail toa sorting office. 2. Sorting machines sort the mail into geographical areas. Another machine prints the date on the stamps. ‘Machines put the mail in separate postbags Postal workers load the bags onto lorries Lorries take the mail to local sorting offices. Postal workers sort the mail into individual areas. Postal workers deliver the mail. at ane