CAMBRIDGE ST es Fa Upper-Intermediate rs Student’s BookBusiness a Upper-Intermediate Student’s Book ep CAMBRIDGE Guy Brook-Hart(CAMBRIDGE UNIVERSITY PRESS ‘Cambridge, New York, Melbourne, Madi Cape Town, Singapore, $30 Paulo Cambridge University Press ‘The Edinburgh Building, Cambridge CB2 2RU, UK www camiridge.ong Information on thistle: ww.cambridge.ong/9780521671163 © Cambridge University Press 2006 ‘This book isin copyright. Subject to statutory exception and tothe provisions of relevant collective licensing agreements, no reproduction of any part may take pace without the writen permission of Cambridge University ress, First published 2006 Reprinted 2006, Printed in aly by Burografica (part of the LEGO group) A catalogue recon for his book is available from the British Library ISBN-13 978-0-521-67116.3 Student's Book BEC Vantage Faition ISBN-10 0-521-67116-7 Student's Book BEC Vantage Eston ISBN-13 978-0-521-67289-4 Student's Book BULATS Edition Upper-Intermedliate with CD-ROM ISBN-10 0-521-67269-9 Student's Book BULATS Edition Upper Intermediate with CD-ROM ISBN-13 978:0:521-67290-0 Teacher's Resource Book Upper Intermediate/Vantage ISBN-10 0-521-67290-2 Teacher's Resource Book Upper-Intermediate/Vantage [SBN-13 978-0-521-67291-7 Personal Study Book Upper-Intermediate/Vantage ISBIN-10 0:521-67281-0 Personal Study Book Upper-Intermediate/Vantage ISBN-13 978-0-521-67292-4 Audio Cassette BEC Vantage Exlition ISBN-10 0-521-67292-9 Auulio Cassette BEC Vantage Edition ISBN.13 978-0-521-67293-1 Audio CD BEC Vantage Elton ISBN-10 0-521-67293-7 Auslio CD BEC Vantage Edition ISBN-13 978.0.521-67659-5 Audio Cassette BULATS Edition Upper Intermediate ISBN-10 0:521-67659-2 Audio Cassette BULATS Edition Upper-intermediate ISBN-13 978-0-521-67660-1 Audio CD BULATS Eaition Upper Intermediate ISBN-10 0-521-67660.6 Audio CD BULATS Edition Upper IntermediateIntroduction Who this book is for ‘This book is intended to be an interesting and stimulating course for upper-intermediate students of Business English (Common European Framework Level B2), It provides a general Business English course both for students who hhave not yet worked in business and for people who are ‘working and have experience of business environments, It provides the practical reading, speaking, listening and \writing skills necessary for people who need English for ‘working in business. It also contains a wide range of essential business vocabulary and grammar, For students who want to study for a Business English ualification, this book gives a complete preparation for the Cambridge Business English Certificate (BEC) Vantage exam, together with 2 complete past BEC Vantage exam supplied by Cambridge ESOL. What the book contains The book contains the following elements: ‘+ 24.units for classroom study. These units are organised in groups of four around a theme: human resources, marketing, ete. While each unit gives training. and practice in a variety of skills, the first unit in each group mainly concentrates on reading skills, the second ‘on listening, the third on writing and the fourth on speaking. Each unit contains essential vocabulary input for business students, ‘+ Grammar workshops. For each group of four units, there is a two-page Grammar workshop. These explain and extend the grammar work introduced in the units. In the units, you wil from time to time see, for example ¥ page 26 (Comparison of adjectives), which indicates that there is supplementary material in the Grammar ‘workshop. ‘+ Exam skills and Exam practice section. This section, ‘which starts on page 121, gives you detailed guidance ‘on how to approach each BEC Vantage exam task, the skills required and what the exam task is testing, The Exam skills pages contain exercises to build up your exam skills. The Exam practice pages contain {uestions/tasks irom a past BEC Vantage exam, supplied by Cambridge ESOL. ‘+ Sample answers to the writing exercises in the book. ‘+ Full answer key forall the exercises in this book ‘+ Transcripts forall the listening activites in the book. Also available are: ‘+ Zaudio CDs/cassettes, containing a variety of recorded ‘material, including interviews with business people and BEC exam listening tasks. * Teacher's Resource Book, containing guidance and suggestions on how ¢o approach activities in the book, full answer key plus extra photocopiable activities and ‘case studies (o supplement the units in the Student's Book. ‘© Personal Study Book, containing activities and exercises based on the vocabulary, grammar and skills covered in each unit. Itis intended as reinforcement of ‘material you have studfed in class. The Personal Study Book contains keys to all its exercises, so you will be able to check your answers yourself It also contains a Word list of vocabulary from the Student's Book. Introduction 34 Map of the book Unit Reading Listening Writing 4 Siztevetopment | Resritrent rns ‘Conversation about a raining and training Training at Delatte Toucne | course 10413 Dog wera ene ‘What people ke about treirjobs | Brietjob descriptions f ‘and job satisfaction | accountant ‘Auman sources manager i a7 5 |e teaser isiearectnc ‘Advice ono applications ‘Aleter of enquiy about careers z ‘and applications ‘An email appivina for ajc 2 18-21 4 Bigatone sits | Attenhoe ate “elepnone language 22-25 Phone anewering tps Enquiting about ajoo ‘Grammar workshop 1 (Units 1-4) 26-27 Comparison o! adjectives and adverbs, Present perfect and past simple, Sere questions, 5 Promotions Promoting AXE ‘Supermarkets’ ovn brands activities and ‘The poner of brands branding 28-31 6 serpent Developing and launching | Developing andleunching a naw development ‘chal product 2 82-35 Launching and promoting a product 7 Aatandata ‘The Intemational Food ‘Conversation witha trade-fair ‘an email gvnginfomation trade fair Exhiotion organiser ‘Bn smal askirg for information 36-39 Preparing an exhibition ‘fax answering onquries stand ‘mama noting stat Q Estanienns Asking questons abouta Estabishing a business relationship | An emal summarising an relationships and | product Negotiating ‘agreement negotiating 40-43 ‘Grammar workshop 2(Units 5-8) 44-45 _Countable/uncountable nouns, ng forms and infnves, The fst conditional Q Seingitatone [Buying nto a franchise ‘Win stan your own business? ‘Aletterof enquiy toa 46-49 letter toa fanchiser franchiser 40 femacae Raising ance ‘Setting upa food consuitancy startup Setting up a mutinedia company 50-53 |What's importantwhen staring a company? 4 Semnaupine |-Anontcatoninscotend | Arewivcatonn scot ‘Aproposal new location ‘Aproposal 54-57 ‘Starting new business activities 12 Presenting your business idea 58-61 Making the most of presentatons ‘Signaling tno parts ofa presentation Map of the book ‘Grammar workshop 3 (Units 9-12) 62-63 Toncasin time clauses, The second condtianal, Comparing and contrastinaieas, Modali How best to apply for jobs Approachabe,fuiing, eto, Speaking Vocabulary Language work Discussion: Who should pay for training? Job treining: bonus schemes, promotion, | Expressing personal opinions Preparing asta traiing scheme. training budget, erring goa’, et. ‘Comparison ofacjectives Meking suggestions || Saying whet you e/diake about your job/stucas ‘Acronyms forjob ties Forming questions Deseriting your job vob tiles |_| discussion. How tohandtajod interviows ‘Job descriptions | iscussions: What makes a great place to work? Perks, colleagues, et. ‘Asking complex questions Fonmalfnfora style Descussions: Problems usng the phore Telephone sls raning oleplays: Booking ahote, Recruting an assistant Taking ata business meeting Structuring ata ‘Complex questions Discussions: Advantages and disadvantages of Promotional actvtles Brainstorming promotional activtios; Brands Meeting terns: branes, ago, et: Fok-play: Promoting ashampoo Discussion: New products Entrepreneurial, yomarket, etc Expressing purpose [unching aproduct Marketing vocabulary ol-play Promoting anew senice Disovssion: Tage fars Forming questions Discussion: new products and negotiating pays: Establishing a business rlaionship (Ona stand at trade ‘ar Nogotating a dai ‘took, mark-up, sale or return, ‘ovsrhaads, otc Terms and conditions ‘Asking questions about a product Fst conditional Make a0, expertise, premises, Tenses in ime causes joe on buying ranchise mortgage, et. sions toaska Fanchiser Financial terms ussion: What busness wouldyou star’? Calicatons for stating companies ‘Second conaiional le-Pey: Geting advice about starting up ‘Ways of iranong start-ups in-presentaton: Steringa business {scssions: Extra information; What isimportant when ‘Making recommendations ginarew ocaton?; Which city? Contrasting idoas fs v8. istibutOrs ve. jint ventures ictuing a presentation Equipment for presentations Modal vars: resentation lay: Prasening your busnese idea, Map ofthe bookListening 108-114 Unit Reading Writing 413 Bisineegtctels | Sura cecrrczaton Conference problems, Theresuitsofauney ‘and sales Panning alvely sales conferences 64-67 | conference 2114 cee, ‘Aconference programme ‘ranging conference facies — conferences Networking ata conference i art ‘Adesination management compary 2/45 Bevan ‘The Forest Conference Centre} Arecort on the use of private ‘Areporton the use of private « -75 ‘compenysets company ets (jae “Think before you meet Taking about meetings ‘Areport about meetings ‘meetings ‘business meeting ‘Anamal agreeing toameeting 76-79 ‘Grammar workshop 4 (Units 13-16) 80-81 While and whereas for contrasting ideas, Modal verbs: perfect forme, Passives 1 82, Too/e & of 7 New technologies | The Internet and change ‘Changes at work g ‘and change Change at Adobe Systems 3 82-85 18 vsraite Website design E-shopging at Tesco.com Emal requesting en Internet 6-29 ‘Webstes and business upgrade toa website 19 sear Reading a report ‘Aworkna party Reporton staff survey to : 20-93 mademise office 1/20 ctceiraant | enousosenowaner | water vote? outsourcing sel businesses? Offshoring fom Britain z 84-97 Grammar workshop 5 (Units 17-20) 99-99 Used io, Atcles, Reported speech D4 Sastomertoeny | Fem ctnoctntleyaty ‘A supormarket and customer loyalty 100-108 OD leomrrgaacoan | aru entears Ca ‘Communicating with customers witheustomers | advantage ‘at Espresso g 104-107 ‘Traingin customer Gustemer communication at Not : ‘cornmunicaton sis Just Food DG ie eer | nae te Preparing aetier of complaint ‘Aletter about anew servica with customers | Aletter tom a issatstied ‘letter of complaint 24 Sotinar i215 ‘aventsernent for business seminar ‘Speakers ata business serrinar ‘Ashor tak : ‘Grammar workshop 6 (Units 21-24) 116-117 lative pronauns, Exoressing causes, Expressing recut Sample answers for wring exercises 118 Contents of exam sectlon EXAM SKILLS AND EXAM PRACTICE 121-159 121 Answer keys 184 Transcripts 470 Map ofthe book‘Speaking Vocabulary Language work Discussion: The neod ofthe business tavellor Hote! vocabulary, subsorbers, chain, ete Expressing cnticism (modal perfect) ‘Min- presentation: Business travel Confrence vocabuiary:keynote speech, | Contrasting ideas Planning a conference talor, ete. Fole-pay: Networking Networking, serwenting, enhancing, eo, Disovssion; Choosing a conference destination ‘Saying what charts show ‘Vocabulary for expressing changes Using the passive Discussion: Prvatojets Discussion: Meetings Types of meeting: Meeting vocabulay | Teoandenough ‘Asurvey of meetings; Speeking ata meeting Role-play: finance macting Verbs for meetings; comerstone, setoutto, eo. Expressing opinions Discussions: Now tochnologos and change New technology, customabase, Used for past actionsnabits What is mportant when making changes? | knowledge worker, icence fees, ‘The defnite atice Role-play: ntrocticing new technology applcations, etc Discussions: Your favourte websites; Whatis ‘Computers Internet important wien buying overtne emer? | Sraghtfonvar, target auolance, ete Discussion: The results of survey Flext working; Expressingnumbers | Reported speech Reporting verbs Discussion: Advantages/ disadvantages offshoring | Discussion phrases Expressing causes Fole-pays: Ofshonng parts ofa clothing manufacturers | Makerecindant, assurance, utsaureng to reduce risk ‘Sharehoider, ot. Discussion: What makes you a loyal custerner? ‘Bond, rovanusa, vandor, ote lative pronouns Role-pay: A staff meeting Discussion: Efective mathods of communication ‘Customer coloeationa ‘Adkice on dealing with complaints Rapport, retan, et. Role-play: Dealing with losing customers Discusson: Communicating new products and Expressing results ‘seni, keeping customers hapoy Discussion: What youcan leam from ather people Discourse markers for short talks Expressions followed by sng forms inbusness ‘Speaking at abusiness seminar Map of the bookAcknowledgements “The author and publishers would ike to thank the following for agreeing tobe interviewed for this book ‘Tewis Bronze, Christina Bunt, Amanda Hamilton, Maxine McPherson, Jane Milton, Charlotte Weston, “The author and publishors are grateful to the following fr permission to reproduce copyright material. Ir has not always been possible to identify the soutces of allthe material used and in such eases the Diblishers would weleome infermation from the copyright owners, Text 1 12-13: Deloitefor adapted materia from ‘Www graduates deloitte.couk; p16: The Independent forthe adapted {nile Constant quality in a changing world’ by Virginia Matthews, 25 September 2003, © Independent News and Media Limited: .19 EM forthe text ‘Out People’ taken from the EM website (vewemimusi co.uk); p.25: Abou, In. for adapted materiat ‘Phone answering tips in business’, 2004 by Susan Ward. Used vwith permission of About, Tne which can e found on the Web at ‘wwwabout.com, Allrighs reserved; p28: Unilever for ext on ‘company backgroun, © Unilever 2005; pl: The Boonamust fr the [adapted arile "Who's wearing the rouse’ 6 Seprember 200; p77 ‘The Beoomast forthe adapted article ‘Think before you meet ~ 00 many meetings atea wast of tine’, 23 October 2008; p.134: The Bamomist forthe adapted article How 51 gorillas can make you seriously ie’, 19 AUgust 2008, ©The Economist Newspaper Limited, Landon; p33: Sharon Smith forthe article adapted from The Pnancial ‘Times, 3Juky 2008, with permission of Sharon Smith; pp.2-43 ‘Dynamic Living forte descriptions ofthe CorkPops Wine Opener and the Battery Operated Pele, p.67: Kimberly McCall for text adapted from ‘Radical Rendezvous from Entrepreneur Magazine, July 2003, 2005 Kimberly MeCallp 8: The Wharton Schoo! for adapied text from, ‘Getting reorganisation right: How Bruce Chizon drove change and Innovation t Adabe Systems’ rom Knowledge@Wharton with permission of The Wharton School, University of Pennsylvania; p87 ‘The nancial Tes or the seen shot ofthe FT.com home page. 7 December 205 © The Financial Times Lid; p 94: The Wharton Scho} for adapted text from "Can 8PO Work for Small Businesses, from ‘Knowiledgea@Wharton, with permission of The Wharton School, University of Pennsylvania; p01: LOMA forthe adapted arcle ‘Creating a customer-centric culture” by Stephen Hall, Reprinted from LOMA’s Resource Magazine, Visit LOMA at www-loma.ofg Logos ll: the Fight Centre logo, with permission of Fight Cente Lid p12: the Deloitte logo (wivw-delote.com), with permission of Delote, Deloitte & Touche LLP 2005; p16: the Nozgren log, with permission of, IDM Norgren; 17: the Tesco logo, with permission of Tesco PLC; p.18: the EMI logo {ew emimusic-co.ul),® EMI Music Publishing Ld p28 the Unilever logo (ww unileverc ak), with permission af Unilever; 1.32 the Tea UK logo, with permission of Tea UK Lid ‘wwrwainkinechalco.uk: p31: the Net Just Food logo, with permission of No ust Foods p 53 the Espresso Education logo, ith permision of Espresso Education; p.67: the MoCall Media & Marketing Togo, with permission of MeCall Media & Marketing, p.84 the Adobe Jogo, with permission of Adobe: p04: the Hoyt Jogo, with permission of Hoyt Corporation: p.100 the Hay Group logo, with petmission of Hay Group, Acknowledgements Photos Cover phot: Getty Images AIPix Digital Petre Library fr .36 (br); AA World Travel Library for 1.55 (147); About Inc. forthe photograph of Susan Ward, 2008 by Susan Ward, Used with permission of About, Ine. which can be found fon the Web at wiewabout com, all ghts reserved .25; Action Plus focp.28 (8) Alvey & Towers for pp.74, 12 (b); courtesy of Air ‘New Zealand Group fr p.69 (R, Poulton); Aisport Photo Library for p.ct (or; Alamy for pp.34 (1) (Alex Serge) 61 (i) Jan CCaidron/Anallasa); At Directors & TRIP for pp 22 (7,96 14): "Bananastock, com fr pp. 68 (0) 72 () courtesy of Dr Bowden Kirby for p69; courtesy of Leis Bronze frp. 15 (1) courtesy of Cristina Bunt fr p.17; Car & Bike Photo Library for p18 (7) courtesy of Celebrity Speakers (NZ} Lud or p69 (8); courtesy of Cobalt Systems La fr pal; Corbis for ppt, 46 (1)-43 (3), 56, 8 (m], 61 (BD, 68 (aa, 79, 82 (€), 90 (m), 104 (e), 106; courtesy of Cork Pops, Ine for pp.42 (3 aim Cummins) Corbis for p40 (0; courtesy of Catherine DeUyre for p69; Dynamic Living for p42 tr), 43 (181 Sohn Feingersh/Corbis for p.36() courtesy of Fight Cente Lis or ll; Getty Images fr pp.2, 50 (a de], 68 (b), 85,11; courtesy of “Amanda Hamiton for p15 (bl); HartdcLeod fr pp. 28 (bs. 2,1), 30,98 (1-8), 82 (a,b ef], 108 (a,b ef: courtesy of Hoyt ‘Corporation for p. 4 ImageSource/Rex Features fr p.50 (0) Imagestate fr pp. 52, $9; Andze Jonny/Alamy fr p.28 (0); Ronnie Kautman/Corbis fr p14 ()s KD Photography for p34 (i) Brian Le/Corbis or p94 (); Jean-Pierre Lescouret/Corbis for p.76 (Yang, Liu/Corbis fr 9.108 (2); courtesy of Maxine Macpherson for p15 (bt): ‘The London Marriot Hotel, Kensington courtesy of Mariott for p.65; courtesy of Kimberly MeCall, ©2005 Kimberly Mccall fr p67, Mediacolours/Alamy fr p.32 (0): courtesy of Jane Milton for pp. 1S {u),St; courtesy of Not ust Food fr p.89; courtesy of Ol & Vinegar for pp.a?, 48; John Philips/PhotofusionPltute ibrary/Alamy for 1.56 (); Pltor International image State/Alamy for p96 (3 Steve Prezant/Corbisfor.22 (1; Punchstock for pp.13 (Photodis), 16, 6, 78 (Bananastock), 2, 104 () (Imagesource) 43 2) (Blend), 50 (5). 70 (imagel00), 68 (mt), 92, (Digital Vision), 76 (0) (Goodshont Reuters/Corbisfr p36 (2): Rex Features for rp. 34 (1) 36m); Royalty Free/Corbis for pp.0 (0, 62 (Pete Saloutos/Cotbis for p100(t); Skyscan/ Sanger Davier/wwphotographerscirect.com 01 p73; ‘courteny of Tea UK Ltd wie drinkemechal co.uk fr p,32 (b)- 3: courtesy of Tesco PLC (wwrntesca.com),®tsco.cam, 2005 for pp.6, 103; TIPS Images for pp.82(c, 108 (I), 110; Topfoto for p.19; courtesy of Touristn New Zealand for p.8 (W Stone); Unilever © Unilever 2005 for p.29; Bill Varie/Cogbs fo p.112 (9): courtesy of Susan. Ward for 'p.25; Henry Westheim Photogzaphy/Alamy fr p.58 (1); courtesy of (Charlotte Weston fr .71; Wiliam WhitehutsCorbis for p.28 (0) Rob Wilkinson/Alamy fo p90 (0); eff Zaruba/ Corbis for p.104 Every effort has been made to trace the copyright holders, and we apologise in advance for any unintentional omissions. We would be pled to inser the appropriate acknowledgement in any subsequent eion ofthis publication Photo research: Kevin Brown ‘Text design and layout: Hart McLeod Projeet management: Jane Coates Edited by: Catriona Watsen-Browa, Production controller: Gemma WilkinsThanks ‘The author would like to thank all the editorial team for their help, advice, guidance, enthusiasm, feedback and ideas throughout the project, especially Charlotte Adams (Editorial Manager), Sally Searby (Senior Commissioning Editor), Jane Coates (Series Editor), Catriona Watson-Brown (Freelance Editor), Gemma Wilkins (Production Controller) and Marie Allan (Permissions Controller). Special thanks also to Susie Fairfax-Davies for using her compendious list of contacts to search out and interview business people for the book, and thanks to the following people for kindly giving up time and agreeing to be interviewed: Christina Bunt (Tesco), Amanda Hamilton (Tea UK), Lewis Bronze (Espresso), Jane Milton (Not Just Food), Maxine Macpherson (Allied Europe) and Charlotte Weston (Pacific World), The author would also like to thank bis Business English students at the British Council, Valencia, from 2003 to 2005, who patiently and good-humouredly worked through and trialled the materials and, consciously or unconsciously, pointed out faults and inconsistencies, ‘The author would like to give his warmest thanks and love to his wife, Paz, and his children, Esteban and Elena, for their patience and encouragement during the many long hours spent in the back room working con the book. ‘The author dedicates the book to his mother, Mary Brook-Hart, whom he thinks of with much love and ‘great pride. ‘The publishers would like to thank the following people for their invaluable feedback when reviewing this course material: David Booth and Hugh Bateman from Cambridge ESOL; Elaine Allen, Paul Bress, Rachel Connabeep, Philip Dover, Rosemary Richey, Roger Scott, Thiruvenkataswami, Chris Turner, Bruce ‘Warburton, Julian Wheatley, Dr Bob Wright. Recordings by James Richardson at The Soundhouse Studios (sound engineer: Mark Oliver) Thanks 3Staff development and training Getting started 1 Work in pairs. Look at these benefits of working for a company and discuss the following. * Which benefits do you think would be most attractive to someone who has just finished their studies and is looking for their first job? ‘© Put the benefits in order from the most attractive to the least attractive. Abonus scheme Responsibility Ahigh salary Ani The opportunity to travel Apermanent contract, Long holidays Rapid promotion house training scheme oo0000000 2 Change partners and summarise what the attractions of a company training schome would be for anew member of staf. Recruitment brochure Vocabulary Useful language Giving opinions: agreeing and disagreeing I think... would be the most attractive because "rm not gure about that. For me, ... woukiive more Usofulthan... because Perhaps you'roright. Andi don't thin as |s.asimportant © page 26 (Comparison of adjectives) Check the meanings of these words, then use them to complete the sentences below. billy cortticate course degree development experience hands-on knowledge qualifications. aide trainee training 1 Our school-leaver trainee programme aims to teach you key 2Kils. such as word processing and bookkeeping. 2 Although he lacks formal ...... such as a university degree, he came through the ranks due to his... to take on new ideas and to manage people. Now he's one of our best managers, 3. The degree ...... you study at university is ikely to decide the sort of job you do afterwards, However, whatever you study, its always useful to have a university 10 Staff development and training 4 Atthe end of the four-week training course, you will receive a ‘The course aims to give you a thorough... of the company’s activities and the skills to do your job competently. However, there are a lotof things which you can only Ilearn with........ and this takes a lot of time 5 He has excellent qualifications, and with our policy of professional....... and on-the-job training, he will almost certainly become one of our high fliers. In fac, next week he's going on a management ....... course, 6. Asa... computer technician, his training course is much more... than theorecticalReading 1 You are going to read an extract from a recruitment brochure for graduate trainees. Before you read, match these expressions from the text (1-6) with their definitions (a-f). day one —— fit a throw you in at the deep end promote from within come through the ranks become a high fier shuffle up the ladder ad ‘get promotion slowly >b d e ~ your first day at work Read the text below quickly to find out why Flight Centre Limited thinks staff training is so important. Whon you have finished, discuss your answer with a partner, Go anywhere YOU WANT TO GO We believe in giving you alot of responsibility from day one — ‘but that doest't mean throwing you in at the deep end. One of ‘our major priorities is to 4... you get the training and, support you need to gain the skills which wil llaw you to succeed personally and professionally ‘The training starts as soon as you 2... - and it never stops. “The initial programme is 3... partly at your afice and partly in our dedicated Leaming Centre, For the first 12 months, you'll have a regular programme of training 4... topics as diverse ‘as Advanced Sales, Goal Setting and Time Management, as well as Airfares and Packages. After that, you can develop in any direction you choose by 5... a range of courses and events in four key development ‘areas: Sales and Service, Product and Airfares, Systems, and Personal Development. All this is provided at no 6... fo you = which i exactly the way it should be, We have a consistent 7... of promoting from within; currently about go per cent of fe great professional success have to learn something difficult with litte taining or experience move people inside a company to higher positions rise to higher positions from the bottom of an organisation Company background FLIGHT CENTRE Flight Cone Lintedis one ofthe wore’ largest independent travel retailers, employing more than 5500 people worldwide our Team Leaders have ‘come through the ranks, ‘and we want to keep it that8 Were also keen to train the leaders of the future with ‘our Leadership Development programme. it's an intensive set of training courses 9 ...... up by specialist project work. Aer all, becoming a high filer in any company shouldn't be about just waiting to shuffle up the ladder. Here, the best people Gevelop as faras they like, as fast as they like. We hope youl be one of them. And it's a measure ofthe success of our philosophy on cultivating personal and 10... development, as well as promoting ftom within, that eared us the Training ‘and Development award for excellence, as voted by cur ‘employees, in the latest Sunday Times "100 Best Companies to Work For 2004 UK survey Adapted rom htosiweshrectuimertentcom 3. Read the text again and choose the best alternative for Talking point tech Pe Work in small groups and discuss the following. Law makesure Ch cepa 1 Amant G)aateaure © hope | D Pepa companies shoul pa for ainigto do heb, 3A intoduced B done based. D fed tat nk tag res 4 A dealing —B covering C leaming D working en a _ 5A going sting C traning D attending ‘ttigshoulbe done in employes ee 6 A money B payment C cost D price 7 ai 7 A recon! 8 reputation C acviy Dantas —* H2Company ain you, you should agree 0 agp | Bao C kind D may ror or that company fora numberof yeas D Ase Bobacked CG hed Dept «Al stf need continuous talning nots 10 A fe 8 work career prteson —* Allstate continous ning oj new 4 Compare your answers with a partner and discuss whether © Itdoesn’t matter what you study. The important you would like to work for a company like this. thing is to get a good degree. Staff development and training "Training course Listening {211 Listen toa short conversation about a training course, 2 Match these phrases from the recording (1-6) with their definitions (a-f. 1 tailor-made practical, not theoretical training b able tousea computer basic essential skills d_ money reserved for training statt specially designed to meet your needs 6 core skills £ your objectives when doing the course 2. learning goals 3 training budget 4 hands-on training 5 computer literate 3. Check your answers by looking at the transcript for Track 2 at the back of the book. 4 Discuss these questions with a partner. 1 What are the advantages of a course which is tailor made? 2. How can trainers design courses which meet the learning goals oftheir trainees? 3. How much of a company’s budget should be used for training? 4. What sort of courses are suited to hands-on training? Why is it important nowadays to be computer literate? 6 Inyour job, ora job you know about, what are the core skills? Training at Deloitte Touche Company background Deloitte. Deloitte Touche Tohmatsu a werldwide company offering management consultancy auditing and inencial advisory services. Reading In business, its important tobe able to follow the structure and arguments of the texts (articles, reports, letters and emails) you ae eading, Ths type of exercise, where sentences are removed, helps you to focus on this sil 1. Road the article A great start toa promising career. What i the subject of each paragraph? 12 Staff development and training A GREAT START to a promising career Solly Shoesmith, aged 23, reports on how she's getting a flying start os a management consultant. te been with fer Delete for neory 90 yoors nov 1 wax originally atroced te th company in my nal yor at Cambridge wos looking fora company ‘which would put me inthe Fastlane to promotion ond realised that my ose, this eon an organisation witha palcyofon-theob waning and evelopment... Ac dioveredotmy frst vcritmentinceviow, they ‘le place oto emphasis on getting professional cualfiaton, which reallyimpressed me, Deloite actualy helps orployecs to reduce the conflict betweon work ‘one study In my cose this means veainoys been alowed to give ean reparaton party avermy cent work Right from te beginning my bess, ‘Neil has gone out oFhie wey to help endencourageme.2..... find isa ‘good momentto dacs soltions tb any problems Ihave with him areca acne naenenaiheaneeeameaeel Tasktip * Consider the subject ofeach paragraph. * Look t cues in he sentences (ein sentence, whats this an examole of In sentence C, who does he refer 0?) ‘+ Road the text again when you have finshed to check tat your anewers are ogi 2 Choose the best sentence for each gap. There is one xtra sentence. A AtDeloitte, there's a national ‘first time, every time’ culture, which makes sense because the sooner you pass exams, the sooner you get down to real work. B For example, there is a course I did quite early on in the Job called Imeroduction to Client Services, which concentrated on presentation, interview, teamwork and writing skills He monitors my progress formally, but apart from that, ‘we usually have lunch together once or twice a week, D_Itis pretty tough, as [have to fit the academic work in around my daily workload, E_ Naturally enough, much of what I've learnt has been taught me informally by the people I work with. F On their website, Deloitte talked about job satisfaction and giving employees the chance to grow and develop throughout their careers, soit seemed a company worth applying for, G The firm has agreements with local training colleges, who provide many of the courses graduate trainees follow.‘Apart from professionel qualifications, ete alzogiven plenty of intral traning ‘This ines courses intended tohelp develop one organisational delveryand leodership qualities 3... Ths govo me o realy confident ond protical start my “work the fim, 0880 much of my workinvoles using exact these sil Another hing hich attracted mo to Deloitte wos thot you con choose your tvcining method to suit yourindvidvel eaming pattems. Thisis because they wont us topos our exams tthe istoterpt 4... Aso think when you'egot your professional qualfcotions yours treated with much more respec: hy both your telleoques and your dents ‘When loved ot Delote we want through an intl three-day progtomm to develop our cores and introduce us tothe rm and our naw clleaques 5... In ‘therear futur, lexpect tobe passing onthe kxowledge hove ocquted to next years intoke of groduatetroinees. Weare given formal sie monthly cppraisascnd, whats more. ne aregien pleney of advice by peers, manogerscnd porters Tully funded seudy towards professional quolifeaions i itl partof mony ‘coreers i Delote ond atthe moment1'm starting ona Mostars degre in Business “Monagement ithe London School of Economics 6... Onthetherhand, we are provided wit very generous study leave, an the rm hos agret track record oF succes. an see myselF working here for mony years to core. s they providing me ‘withthe opportunities ned ‘Adste rom Delite: Training and Dovelopmat (tp. resuates dit c0.8 Vocabulary Staff training scheme 1. Find words or phrases in the text which mean the Talking point following. 1 getting a igher position inthe company quickly {paragraph 1). nthe fast lane ta prometion 2 training while you are working (paragraph 1) 3. has made a special etfor: (paragraph 2) 4 supervises (section C) 5 training inside the company (paragraph 3) 6 essential basic skills (paragraph 5) 7 people who have studied at university and are learning the job (paragraph 5) {8 assessments, evaluations (paragraph 5) 9 people at the same level inthe company as the writer (paragraph 5) 10 completely paid for (paragraph 6) TL amount of work todo (section D) 2 Work with a partner. Talk abo ‘© how long you have worked in the same company / studied in the same college where you are now ‘+ what training courses you have done, and when you did them, © pave 26 Present perectan pest sneie) Work in pairs or small groups. Your company has decided it needs to provide more training for staff. You have been asked to help prepare a staff training programme. Discuss the situation together and decide: ‘© what kinds of courses would be most useful ‘© how to choose who should go on the courses, ‘© whether the courses should happen during working time or fre time. Task tip Ifyou don't work for a company, or you don't work for the same company, quickly invent a company before you stat. Useful language Making suggestions Why don't we + intitive? (@.g. Why don't we run a computer skils course?) Why not + infritve ? (@.g. Wy not ask for suggestions from staff?) How about + ing for ? (@.g. How about running a computer skils course?) ‘What do you think? Do you agro? Staffdevelopmentandtraining 13,Job descriptions and job satisfaction Getting started 1 With a partner, decide what job title each of these abbreviations stands for. 1 CEO Chief Executive Officer 2 clo 3 PA 4 HRM 5 Director R&D 6 PRO 7 2 Check your answers by looking tthe list of job titles in the box in the next exercise. Vocabulary 1. Match each of the statements (a-g) bolow to the job title they describe (1-7 in the box). 1 | “Thave to supervise and know about what’s going ‘on in all the different parts of the company. I have to represent the company in all important decisions. ‘Lam a qualified accountant and a member of the ‘management team. I monitor my company's financial performance, as well as supervising the ‘budgets for various projects and controlling their costs, ‘My job is around the development and training, of the managers in the store where I work, and ‘making sure they do their jobs well. Also, 'm responsible for the recruitment of new staff! Finance Manager Human Resources Manager Chief Executive Officer / Managing Director Chief Information Officer Director of Research and Development Personal Assistant |ooooo0s ‘Marketing Consultant Job descriptions and job satisfaction “give advice about all sorts of different things ‘connected with food, such as advice on how to ‘market it, developing new recipes; | also write articles about it: “My job? I's our computer systems and information. technology (FT) in general, and how they affect all parts of our organisation, from customer relations to accounting to recruitment. “Inthe pasta jb ike mine would have been much more secretarial - typing and so on. Now, I'm very involved in every aspect of her work, setting up meetings, organising her travel, dealing with her routine correspondence and generally easing her workload?” “We've got a very big project on at the moment, for a new product, and I have to build up the project teams, provide them with the resources they need, check. they're meeting targets and working within their budgets, and particulary that they're meeting deadlines, so that the product is launched on time?2. Find words or phrases in the statements which mean the following. pecforman. how well parts of the company are doing put new products on sale finding new staff for the company person who looks after financial records reducing, making easier ‘groups of people who work together on a project objectives which a company or team decides it wants to reach money which is reserved for a particular activity doing things within the correet time @ weV OM eee Work in groups. Write one or two sentences like the ones you read in the previous activities. Read your sentence{s) to the rest of the group. The other students should guess what job youare talking about. What like about my job Listening 1. Look at the following reasons why people might like their jobs. Underline the key words in each one. building customer relationships finding solutions for customers being my own boss learning from my job balancing working life with family life seeing the success of my company ‘Compare your answers with a partner. Listen to four people talking about why they like their jobs. What reason do they give? Choose from the reasons a-f in Exercise 1. 1 Jane Milton 3. Amanda Hamilton 2 Lewis Bronze 4 Maxine Macpherson Task tip ‘When you listen, you won't hear exactly the same worde as In &xercise 1 - youhave tolision forthe same idea to bo. expressed, 4 Compare your answers with a partner. Can you remember the key words or phrases which gave you the answers? Talking point Discuss in small groups. ‘© What do you most enjoy about your job/studies? * Isthere anything you dislike? Jane Milton Lr see ened Job descriptions and job satisfaction 15| Gompany background @vorcren IMINorarenis an international engineering company, specialisingin ud technologies. The management accountant Reading 1. Write one word in each gap to complete questions you might ask ata job interview. How hard ..42... you have .. 22... work? 3 Are these statements true or false? Correct the false ones. 1 Gabriella came to the UK in order to work. Faloe: she came ta the UK to study Enalish 2. She has always worked for the same company. 3. She looked after the financial affairs of her class at school. 4. She is only involved in the financial aspects of her company, 5. She has more junior staff working for her. 6 She gives financial information to the top level of ‘management in her company. 7 She believes that sometimes she is asked to work too What... you like your job? hard. How long... YOu 8 Hor ambitions include going to work fr a different in your present job? moaoge What. your ambitions... the fate? n What ‘your job consist 2 Gigaubation. en you first attrac accountancy? bee eee = Talking point 2 Write each of the questions from Exercise 1 in the Work in pairs and ask each other similar questions to correct gap in the interview. (There is one extra Tee genes ed: question.) © page 27 (Asking questions) Talk about the job you do, or ajob you would like to do inthe future. Je tervewed Gabriela Andrews, 29, finance manager with IMI Norgren. Born inHungary, she came tothe UK at 18 to study Engh, but stayed on to study European Business and Technology with German at Warwick Folowing her graduation, vith frst- cles BSo Honours degree, she joined IM asa trainee accountant After various jobs withthe frm, she became a fiance manager vith the company inFebruary She passed the final crgansation, from local management to the fccountancy examinations in ly 2002 boord of directors u: we How hard do youhave to wark?, {The working hours varyin our area: our least maney matters at school, where busiest porods inthe year are the end of was the class treasurer fr four years the financial year plus eudiing forecasting & end any project ork deadines. We aro ‘expected to work onger hours than usual then, so theres never agood time to tke holidays. We stil manage it though and think the extra work should be seen as something that comes wth a manageral position, realy Involved in regular discussions involving the performance of al three divisions. have financial managerial responsibilty for two of them. Im involved in various other projects, as well as new product launches ‘and new IT system introductions —both are high-profile projects within the Norgren ‘Group. | produce reports and supply financial information toal levels within the aa Bata alg ee Es ae Ta ETT SUIT UCT ST Sy STS By A: Ifirst came interested in finance, or at eV mmoilyintorostedn management accounting s0the accountancy {ualication givas me the chance to workin ther areas ofthe business and lowes me toworkine more commercial environment like the nteracton between venous departments. And get the cppartunty to bo nvolvedinnon finance project, too Inthe longterm, keto progress froma a local office toajob at headquarters wth responsi for veriousofices. I would Ike stay close to finance, but’ considera goneral business management rele ae wo ‘k-_Ihave two divisional menagement ‘accountants reporting to me, 'ma member ‘of the local management teem, 50 get ‘Adatod rom inependentcouk 16 Job descriptions and job satisfactionAhuman resources manager Company background TESCO Listenin ‘Tescois Britain's largest chain of supermarkets and the Brealey biggest food retailer in the UK. You will hear Christina Bunt, a human resources manager for Tesco, talking about her job. 1. Match these words and phrases (1-8) with their definitions (a-h). 1 challenging a trick or deceive someone 2 firing b something which attracts customers 3. cashier © person who makes sure a job is done properly 4 customer service 4. job which is only for part of the working week 5 selling point giving customers good treatment 6 part-time job £ employee who takes your money at a supermarket ?- supervisor 8. dismissing someone fom their job 8 pull the wool over someone's eyes | difficult and demanding 082 Listen and choose the best answer for each question. 1 What part of her job does Christina enjoy most? A Teaching job skills B Challenging tasks © Maintaining discipline in the workplace 2. What, according to Christina, makes managing people easy? A Strong discipline B Recruiting the right staff C Training staff to be friendly and polite 3. How did Christina become a personnel manager? ‘A Tesco recruited her as a personnel manager, B She trained in another company as a personnel manager. © She started at the bottom and came up through the ranks. 4 What would she like to be doing in ten years’ time? ‘A. Opening new stores B_ Working as a store manager © Working in human resources 5 Which of these things does Christina recommend candidates should do when they go for a job interview at Tesco? Task tip A Dress very smartly snot aways necessary to understand every word B Behave ina friendly, casual way ‘someone says at work, but it is important to © Trytolook relaxed Understand the main ideas, 6 How does she know that interviewees will be good at the job? A. They are interested in things not linked to the job. B They express interest in their other activities. They are good at the other things they do. Human resources Talking point 1. Work in small groups. Discuss whether you agree with these opinions. Ifyou employ the right people, you don’t have a problem managing them once they're in the workplace, Ifyou try and teach people to be polite and to smile, it doesn’t necessarily work. ‘First impressions are really important... be totally natural and don’t try to put yourself forward as something you're not. 2 What other interview advice would you give? Job descriptions and job satisfaction 17Letters of enquiry and applications Getting started Work in small groups and discuss the following. ‘What, for you, would make a company or organisation a ‘great place to work? ‘You can consider these points: ‘working in teams challenging work friendly colleagues company's reputation good working atmosphere level of responsibility Job satisfaction at EMI Reading You are going to read what four different employees say about jab satisfaction at EMI Music. 1 Before you read, discuss with a partner what you think would be the main satisfactions of working fora record company. 2 Read the statements 1-8 below and what the four people say in the website on page 19. Which person ‘does each statement refer to? I share the artists’ achievements. You get plenty of chances to da new things. ‘The job has so much variety. My colleagues are ready to listen to my suggestions. Thave a lot of responsibility [ind the innovations fascinating. don’t work to a fixed timetable. {deal with musicians from when they are new to when they are famous. Letters of enquiry and applications Useful language Talking about importance ‘realy ie For me, ....i8 very important because... (One of te things | think is essentalis.... because: I don't think... 60 important because ‘opportunities for promotion perks/benefits salary ‘opportunities to travel Company background EMI oxcenane EM Musi isthe wo argestindependent music company and also th algest record company inthe world, dating back 101897 3. Discuss the following with a partner. ‘© Which of the things mentioned by the four employees do you think are most attractive? ‘© Which of the four jobs would most interest you? Vocabulary Find words or phrases in the text which mean the following. 1 inside the company (Helen) 2 pleasant additional things (Mark) 3. person who likes work that begins at nine o'clock in the ‘morning and finishes at five, Monday to Friday (Mark) supervising (Mark) start doing a job that another person did before (Mark) Jots of (Deby) places where public events happen (Deby) the lowest level of an organisation (Deby)Mark, Area Sales & Promotions Manager The great thing about my ob is jst the music| get CDs ‘onistanty pushed into my hand, and| go to loads of gigs so iF you love music there are plenty of added bonuses Although, f youre anine-to-fve kind of person, then this ist for youras I say. never really break out of work mode. There's no one standing over me,and nobody thereto take over so itll rests with me As |saythough, that’s what | love abaua it Helen, Business Affairs Director ‘The best thing about my job isthe people, | fee realy Comortabie and | canibe myself is such an interesting environment because 'm working in-house, so | work cosely with the music anc the artists You see things from the beginning when you sign the contract right to the release and) ‘the success worked onthe original contract for Plue,and Aletter of enquiry Writing 1 Imagine you are writing to EMI Music to enquire ‘about opportunities to work for their company. In what order would you do each of these things in your letter or email? {Ask for information about how to apply o Ask for information about opportunities in the company Explain in more detail your qualifications and background Say briefly who you are Say where you have heard about the company Say why you are interested in working for them ooo0o00 a ‘Say why you are writing ietin ale Read this sample letter. In what order do the above items appear? they've done really wel so that’s really great for me tlfel partorit Sally, IT Business Systems Manager Lind lin the music industry a really interesting area to work inas there are lots of new developments in areas like cital music kiosks and online distribution. love musi, too,and i's just nce being at work and beng surrounded by music ‘Another realy rice thing about EM is the people;everyonels realy open and receptive ofeach others ideas. Deby, Touring & Production Manager ‘The great thing about my jb is that it’s really diverse,so one day we Could be doing a casscal show.and the nextafullon rock show Usualy there are loads of projects going on at ‘once, so | have to work clasaly with my colleagues, the venues and the artists ts all about learning. an you have to ‘work hard, but there are loads of opportunities for development. EMI allows its employees to grow and d@ielop themselves,so itis great place to come in at entry level org rombtpFwwamiusle.c.t04r_curpople hen + Dear Siror Madam, Tama 22-year-old student of B year-old student of Business Administration fom he University of Fribourg in Switeeland and fen ‘rting to enquire about caecto ‘company. Thave visited working in your compa witha love of music. course of studies and orn ihn yur your websteand [se hat peple combine an incre in De amin ny Bial er ofr ges am nerve n worn fons tulkinaonal company lie ous bean yos coring ange ofbusines changer vith cope ir heioe ane Promotion of mse whichis wha Thane eased Inspec cach proj My paca psilsaon hate ihe pron of Youmgclasica muscans, both dough heen using the Internet. sf bia "would be mos gly could end meiafrmaton shout what opporuniescit in EMI Ms ate Iaragemen ane ors mating aston nee me. Could youalso ell meow Ishould apply? Thanking you inadvance Yours fthfaly, Ferre Scheider Letters of enquiry and applications 19» 3. Complete these ways of asking for information by putting the words in brackets in the correct order. whether |have the right 1 I would like to know qualifications, (qualifications I the whether right have) 2. Twould be most grateful (you information me about opportunities could exist if {I Music send) 3 Could you also tell me (apply should I how) 4. Vd be interested to know (applications final for the when is date) in wha © page 27 (complex questions) 4. Write a letter of enquiry toa company or organisation you would be interested in working for. Follow the structure of the letter you have lust read, but change the details to reflect your situation and background, Talking point Discuss these questions in pairs. 1 When you apply fora job, is it better to send a letter or an email? 2. How many pages should your application be? 3. What things should you mention in your application? 4 Should you write your application in a formal or an informal style? 5 How many pages should your curriculum vitae (CV) havel 6 Should you send a photograph as well? Letters of enquiry and appli Advice on job applications Listening 1 Work with a partner. Read the following pieces of advice about applying for a job. Rewrite each one, giving a reason for the advice. Include a photograph with your application. Attach a picture to your letter or email 20 they ean see.whatt you look like, b Send your application by email Your letter of application should not be longer than one page. _ Mention your hobbies and interest. fe Ask someone to check your application before sending it. £ Follow your application with a phone call. Tell the truth about yourself in your application. hh Include names, addresses and telephone numbers of referees, 2 Say which pieces of advice you agree with, and. which you disagree with. 053 Youare going to hear an extract froma television programme in which five human resources officers, give advice about applying for jobs. For each ‘speaker, decide what advice from Exercise 1 is being given, 1 Samuel 4 Yukari Marta 5 3 Salim wanAn email of applica Writing 1. Emails are often less formal than letters. However, when applying fora job, your application should normally be formal, whichever way you send it. Read the email of application on the right and choose the ‘more formal phrase in each pair of words in italics. Useful language Informal and formal language Informal Format Contractions No contractions Short words Lona words Common words Less common words Phrasal verbs Other types vet Verbs Freposton + noun looking torwarcs Hook forward! Abbrevatons No abbreviations (eg. Sent) (e Septembe 2 Read the email again and say in which paragraph Christa mentions each of these things. Hercv A summary of relevant work experience Details of her academic background Her availability for interview Reasons for applying for this job References from her employers ‘The reason for writing the letter ‘Where she saw the advertisement ‘The job training she has received obowmoo00000 Ble Edt Yew Tools Message Help @. -| O & reste Mal" SendiRecy Addresses Find Dear Siror adem, 14 1am writing 2 aoply / in application for the 8 post job of North-Western Area Sales Manager, as currenly advertised on your website. ‘As you wil soe from my attached 4 curioulum vitae / CCV, 1am @28-year-old graduate in Businass and Marketing from Hamburg University, wit ve years of exporience in marketing and sales with Audi AGF basodin Bremen. My 8 present jab / curent postion is Assistant Sales Manager forthe Bromon and Neidereachsen region. Since leaving university, apart trom 6 working / practical experience in he various posts Ihave 7 held / worked i, have studios 8 alot /oxtonsively at night school, 8 going on attending courses in Negotiating Skils, Personnel Management and Marketing. Ihave also 10 attended / gone on various internal courses inthe same aroasin the companies Ihave worked for. 41..am Tm interested the post advertised because itseoms to me to 12represent /be the ype ‘of opportunity | ar 13 looking for seeking: to move into large international producer of consumer products and o 14 have the experience of managing regional sales /be a regional sales manager mysell hope my application and my 18 curriculum vitae / CV wilbe of interest to you. 1am 16 ready to come to an {available for interview at any ime, and my Present 17 employers / boss would be happy to 18 give / supply arterence 118 ook forward / am looking forward to hearing from you. Yours faithful, Christa Schmiat christaschmidt @fastmal.com ‘Work in small groups and discuss the following. Js there anything extra you would put in an email/letter of application? Js there anything you would leave out? ‘Write an email of application for the next job you ‘would like to do. Follow the structure of the email you have just read, but change the details to reflect your situation and background. Letters of enquiry and applications 21Telephone skills Getting started 612. You are going toheara telephone conversation Work with a partner and discuss these questions. + Do you ever make telephone calls in English? When? What fort : ‘© When is it better to make a phone call than send an email? ‘© What problems have you had when talking in English on the phone? ‘© Ingeneral, why is talking on the phone more difficult than talking face to face? ‘© How can you prepare for telephone calls, and! what can you do to make sure there have been no isunderstandings? Telephone language Listening 11 Work in pairs, look at this form and say what type of, information you think is missing. Klamings Hotel RESERVATION FORM Reservation made by: Jack! Peery Intemational ype of room: 3 for 15 people Purpose: 4 oe 5 ffom 9 am.to I pam xtra services required: 6 2 Telephone skills between a customer and a hotel receptionist where ‘they use some typical telephone language. Complete the notes in Exercise 1. For each gap, write one or two words or a number. Read these extracts from the conversation and fillin the missing words. Flemings Hotel. How 1 you? Good afternoon. 2 Jack Rubenstein, and m3 New Vork. I want to book a ‘meeting room while I'm there in London, OK, sir. Let me get your details first. Could you 4 ‘name again, please? Yes, My name's Jack Rubenstein, that's RU-B-E-N-S-T- EIN, Fine, Mr Ruberistein, And 5 the name of your company, so I can put it on the No problem, the name of my company is Top Flight International OK, andl what size room 6 like? When? the room for? was hoping for May 18 ~ that’s in a month's time. Good. Could you 8 the rates, please? Listen to the conversation again to check your answers.Role-play Work in pairs and practise the language you have just studied for booking hotel rooms. Each tako one of the roles and prepare some ofthe language you want to use before you speak. ‘Student A: see below, Student B: see page 24. StudentA ee 8B a i o i YouworkasPAto the Human — | ote Renly Reply All Forward Compose Maloxes Get Nail junk Resources Manager. Head this | want ool inter ws forte post of Markaing Marager Sootand) on Friday 14 Junein ‘email which she has sent you, ‘he morning. AS you know, thee are hres candles. Can you eg the Great Northen plan what you are going to say Hotalin Glasgon, pase, and book two single rors forthe night 13June and one ‘meeting room for ho raring of 14 June? The Marketing Menager (Europe wil be accompanying me, and we wl be iniawewing together. ‘We wantto start at 9.30 and finish a 1.00 vith a hal-nour cles break at 11.0. ‘Also, can you nd out the pricos an et moknow? Thanks, and make the phone call Atelephone quiz Reading . ‘Work in pairs and answer these questions about haw you should speak on the phone in English, In many cases, more than one answor is possible, | Which do you think isthe best wayto 3. Whichofthese doyouthirkwould be 8 Which ofthese isthe most formal way answer the phone at work? the best way reply when someone tointroduce the subject of your A By caving Halal Con the phone says Can! peat (jour phone cal? B. By saying our name. ame)? A bwant to ak above he sales CC Bysaying yourrame andthename A Thats me! caxference n March 2 Speake. |B Tin caling m connection with the CC Yesian ‘sales conference im March . lets the sa vease and ical The ether person can the ther phone number eg ms piche is sree face.so you have 10 use these Southarnptan 436636. are fe ‘word more often to show you are © They say Hela! A Thstedda Fata. being friendly and pai ‘The Brish ard theAmerians both im lucia Falcone cexpectit. € te urine bee aie ee ree Hope wire nes caia Ghat thiaraae wh Probab never se” Gat outer ora 8 Hongo ; Wait please. 4 ee La) 7 Wnenyouwarttolnowwtoiscaing > hSOMaTen whe! ectupcn poeta cee lon ts ie tic reat ea as ere ip ye ot Wheto Cae Wasco please? Telephone skills 2L Talking point 1 Discuss this question in pairs. What's important when making a business phone call in English? Use these ideas to help you if you like. Preparation ‘Speaking clearly © Checking understanding 2 Change partners. Imagine you are giving a brief talk ata business meoting. Take it in turns to explain what ‘you think is important when making a business hone callin English. Try to talk for a minute. Asina business meeting, your partner should listen and not ‘comment until you have finished. Useful language Listing and giving examples | thnk there are thebe important things to remember when making a business callin English ‘The most important thing i... because Forexample, ‘Another thing which is importants Forinstance, Finaly, you should Student B (page 23 role-play) ‘You are a receptionist at the Great Northern Hotel, in Glasgow. Study the information below and [Prepare to take a phone reservation. [Great Northern Hotel: com pices [ Great Northern Hotel: com 0 peubl oom wats 55 er vat ‘Single room with bath: £135 per might Conference room: £50 per hour Large meeting room (max. 25 people): 30perhour ‘Small meeting oom (max. 10 people): £20perhour 24 Telephone skis Enquiring about a job Listening 0711 Youare going to hear a woman phoning a company ‘to enquire about a job. Listen and tick (v) the phrases the speakers use from the quiz you have ust done on page 23. 02 Listen again and complete the woman's notes below with one or two words or a number. wee OOO breve ecene Office administrator — Burrs Engineering. Working hows 4 Petes: Office adnin, tying od 2 Storing. dates 5 Hone toaplie September, Role-play 1. Work in pairs. Jack Burfordis also recruiting for the job of marketing assistant. Task tip ‘Before speaking, spend a minute or two preparing whet you wait to say. StudentA Youre Jack Burford. Invent detals ofthe post. Anawor the phone and give information about the job. Use the conversation yau have just istened to as a model Student B You are interested in the job at Burfords Light Engineering. Prepare some questions and phone to find out details ofthe job. Use the conversation you havo just istened to asa modal 2. Jack Burford also needs an office manager. Change roles and find out / give details about the post.Phone-answering Reading 1 Work in pairs. You are going to read some advice about how to use the telephone to improve your business. One student should read Text A and the other should read Text B. ‘While you are reading, make brief notes. Then, tell each other about the advice you read. TextA PCy eect 4 Ped From Susan Ward, Your Guide to Small Business: Canada How you answer the phone says a great deal about your business Phone-answering kis are cittcal for businesses. The ielephone is sill most businesses’ primary point of contact with customers. And the way you answer your companys pphone wll form your customers frst impression of your business. These phone answering tips wil ensure that callers know they/re dealing wth a winning business. 1 Answerallincoming phone cals before the third rng. 2. When you answer the phone, be warm and enthusiastic Your voice at the end ofthe telephone lines sometimes the only impression of your company a caller wil get. 3 When answering the phone, welcome callers courteously and identify yourself and your organisaton, Say, forinstance, Good morning Cypress Technologies Susan speaking. How may help you? No one should fever have to ask they've reached such and such a business. 4 Keep your voice volume moderate end speek slow end clearly when answering the phone, so your caller can understand you easiy 5 Aways ack the caller ital ght to put him or heron hold and don't leave people on hold for longer than is necessary. possible, provide callers on hold wth progress reports every 30 to 45 seconds. Offer them choices such as That ne stil busy, Wil you continue to hold or should {have Mis Lee call you bak? Asaned rom hp sberocanada about comes! ‘nanagemenietsephonetip im 2 Inpairs or small groups, discuss what advice is very useful, and what is not so important. Talking point Text B nny 4 Pee OR UT From Susan Werd, Your Guide to Small Business: Canada, How you answer the phone says a great deal about your business Phone-enswering skis are citica for businesses, the {elephone is stil most businesses’ primary point of contact vith customers. And the way you answer yout company's phone wl form your custome’ frst impression of your business, These phone answering tip wll ensure that callers know they re dealing wth @ wring business. 1 Tain your voice end vocabulary tobe postive when phone answering, even on a ‘down’ day. For example, father than saying dont know say Let me ind out about that for you. 2 Toke telephone messages completly and accurately. there's something you don't understand or can'.spell, such asa person's sumame, ask the calito repeat itor spel itor you. Then rake sure the message get to the intended recpient. 35 Respond to all your cals within one business day. can't emphasise this one enaugh The etl caller can get the contract, the sale, the problem solved and reinforce the favourable impression af your business that you want 10 rculte. 4 fyou use an answering machine to answer calls when youcant make sure that you have professional message ecorded, Update your answering machine message as needed For instance your business is gong f0 be dosed fore holiday, update your message to Say 50 and to say when your business wil reopen. 5 Tram everyone ese who answers the phone to answer the same way. Check on how your business's phone is being answered by calling in and seeing ifthe phone is being answered in a professional manner If they don't pess the test, go over this telephone-answerng tips Ist with them. ‘Work in pairs or groups of three. Your company has decided to run a one-day course on effective telephone skills at work. You have been asked to prepare the course. Discuss the situation together, and decide: which staff in a company would most benefit from this type of course + what advice and training should be given during the course. Use the Useful language on page 10 to help you. Telephone skillsGrammar workshop 1 Units 14 ‘These exercises are intended to help you quickly revise in a business context grammar which you have probably studied before. Comparison of adjectives and adverbs. t= These adjectives and adverbs use-er forthe comparative and -st for the superlative: * one-syllable adjectives, eg. quick — quicker = quickest + two-sylable adjectives ending in-y, eg. easy easier ~* easiest « one-sylable adverbs, eg, hari harder hardest 1 These adjectives and adverbs use more for the comparative and mast fo the superlative: « adjectives with two or more sylables, eg, useful + more useful + most useful + adverbs ending in, eg, quickly + more quickly + most quickly NB Some two-sylable adjectives ending in -y can Use -2r/-est oF more/most: healthy - healthier/more healthy ~ healthiest / most healthy f8 These adjectives and adverbs ae exceptions: g0o/well-+ better + best bad/badly + worse worst ruch/many-* more-* most Late — tess least | far further/arther ~ furthest/farthest was + adjectve/adverb + as | He doesn't earn as much as Ido, 1. Complete these sentences with the comparative/_ ‘superlative form of each of the words below. Use. ‘each word once only and add than where necessary. ehatengiag economical far friendly great hard highly impressive tle long motivating strong 1. Tdlike to have a more challenging. job because this one doesn't stretch me very much, 2. Rents are so high that my company is moving its offices ut of the city to somewhere - Unfortunately, Thave to travel to get there. i 28 Grammarworkshop 1 3 I got the jab because I was other candidates. 4 If they give me promotion, I'l have to work hours and have responsibility. 5 Td have stayed in the job if my colleagues had been qualified than the 6 Martin is undoubtedly the candidate because he has a much track record. 7 Treally like my new job; the ‘opportunity to take my own d couldn't do in my previous post. 8. There are still many places in the world where women carn ‘men for the same work and where they have to work oget promotion. aspect is the jons - something I 2 Work with a partner, and say whether you agree or disagree with the above sentences. Why? Present perfect and past simple | m You use the past simple for things which started. and finished in the past: joined my company three years ago. = You use the present perfect: * for things which started in the past and are still happening now: In the past three months, I've been given a lot more | responsibility (wiih still have). Thave had this job since | left university * for things in the past where the time is not stated: ve been to New York three times on business. * for things which happened in the past but which have a present result | Pee tose my job (and now I'm unemployed). 1 Look at these sentences from Unit 1. Say which use the past simple and which use the prosent perfect. 1 I've been with Deloitte for nearly two years now. present perfect 2. L was originally attracted to this company in my final year at Cambridge. 3. Inmy case, this means I've always been allowed to give exam preparation priority over my cient work 4 When J arrived at Deloitte, we went through an initial three-day programme to develop our core skills and introduce us to the firm and our new colleagues.2 Putthe verbs in brackets in the correct tense (present perfect or past simple). 1 Rave worked. (work) for the same company for only three years, but I'm already a senior manager. 2a (go) on a training course during my first month at work, but I (not go) on one since then, 3. My first boss {be) very friendly, but she (leave) the company last year and I (not see) her since she (go). 4 They (change) the way we work completely in the last six months. Now we have flexible working, whereas before we (start) at nine and (finish) at five. 5 In 2004, they (post) him to Japan, He (be) there ever since, and during that time he (start) a family. (get) married and Simple questions Questions are formed: s when the main verb is not be, by puting an auxiliary verb before the subject How long have you worked jor Carrefour? When did you graduate from university? What do you lke about your present job? ‘Are you prepared to work long hours? a= when the main verb is be, by putting the main verb before the subject Is there a telephone near here? ‘Are you responsible for sales? 1. Complete the questions in thi interview. 1 Didyeu have... good journey here today? Yes, thanks, although there was a ot of trafic coming into the city 2 bea problem for you? Working in this city? I don’t think so. I've always ‘wanted to work here, 3 as an accountant? ‘Well, [finished my training three years ago, so as a fully ualitied accountant, just three years, 4 ‘most enjoy about your work? Oh, I'm fascinated by figures, and especially how they reflect the performance of an organisation, 5 like to be doing in ten years’ time? Inten years’ time, I'd like to have a postin senior ‘management here, or in a similar organisation 2 Work with a partner: Imagine you are interviewing him/her fora job. Ask similar questions, Thon change roles. Complex questions ‘= Look at what happens to the word order of ‘questions when you put a short phrase before them: How tong have you worked for Carrefour? Can you tell me how long you have worked for Carrefour? When did you graduate from university? Id like you to tell me when you graduated from university, | What do you like abou your present job? Twonder what you like about your present job. | Would your present employer be prepared to give ‘you a reference? -+ Do you know if your present employer would be prepared to give you a reference? Can you see when to use question marks (?) and when not? 1 Rewrite these questions, starting with the words iven. 1 How long have you been a product manager? Could you tell me how long you have been a product manager ? 2. Have you studied abroad? Tid like to know i 3. When did you first become interested in this profession? Iwonder 4 What do you enjoy doing in your free time? Td like you to tell me 5. What will you be doing in ten years’ time? Can you predict 2 2 Work with a partner. Ask these or similar questions. about your partner's job/studies starting with Could you tell me....,'d like to know..., wonder when .., Do you know... Pd like you to tell me... ete. Grammar workshop 1 aPromotional activities and branding Getting started 1 Workin pairs and match the promotional activities below with each picture. 1 direct mail 2. free gifts with every purchase 3. free samples 4 leaflets and brochures 5 newspaper articles 6 pointof-sales display 7. sponsorship 8 television and radio advertising 9. website 2 Say briefly what the advantages and disadvantages. are of each. Direct mail is expensive, but you can target individual 3. Decide which promotional activities would bo suitable for promoting a deodorant spray for men, and why. Promotional act ties and branding Useful language Discussing advantages and One advantage of (crect mai) is that Another good thing about itis that “Tha main disadvantage ofa leafleVieaits)is that ‘They aiso have the drawback that xdvantages © page 44 (Countabie/uncountable nouns) Promoting AXE Company background Unilever is large mutational based in Britain and Holland which produces foods, clearing products and toiletries. teurrently employs more than 223,00 people.Reading 1 The text below describes how Unilever promoted their AXE deodorant spray in the USA. Read it very quickly to find out which promotional activities they used. THE f AXE | EFFECT Wen Unilever wanted ta launch ts AXE deodorant apray fr ‘man inthe United Stats. tcomeined young mens natural interest in ratty gels with thaativecion of a great house party. The idea was simple: boy buys AXE, boy meets ai, boy 5 mals nce, of kes boy The product, which was already populr in other parts ofthe ‘world, was launehed inthe United State vith a powertl ‘romotional pian to make tappeal ta American male youth Culture. Usingthe slocan the AXE effect, the company used 10 snumber ofmarkating ploys to bring the product tothe atienion ofthe pubic These ncuded an onine game, fee ‘samales ofthe deodorant, often given by attractive ferale ‘mace, in ratal stores, pontof-sales displays, med advertising and publcreiations (Fall of which hyped the 15 centrepiece ofthe promotion: @ oncerimedfetime party ats Food mansion Unilever began the December betore by dvectmaiing millors of college students and young malas aged betwaen 11 and24, who rocewvad free camples ard information about 20. the evant, which was adverisedas the AXE House Party lots ‘ofl, rock starsandabbeach nouse, radio advertising 48 50 campaign and onive publicity called for young men to logon {a tha inteinet to pay a video game on the AXE website. Participants had t apply heir dating skis to score points. If the plaverfeached acertai level, he entereda lottery to wine ‘np to tho pars, AXE focused onthe inigue and iscevery ofthe party Leaflets similar to ones made fora party oy a group of college students were postedin relevant ocatons such as men's ‘olleis at nightclubs There were also pin ads in ling Stone and Soin magazines twas all azout geting nto the ming the 20something ‘uy says Mery Brapp, manacor af strategic aliances and sponsorships for Uniever. And they succeeded n dain that. Their website recetved more than 943,000 his, or20% more than the aoal. Some 100 lucky young men were flown into, attond the party, held near Mar. Hundrads of as wore Invited 1 dence and enjoy musical acts tram Nely, Andrew WE. Nicol and the Rdein Kids. Guests could use the noo, {goto a game room or play air Hockoy, cards or blir ‘The party was flmed and edited nia an hourlong show broadcast on TNN in Api To cur knowledge, nobody has ‘var taken a consume promotion and turned into 2 {television show! says Stove Jarvis, the arketing consultant {for AXE. "That was somethina completely nana’ After the party AXE continued o capitalise onthe event, Some 500,000 special packs went an sae in etal stores offering ‘two cans ofthe deodorant spray witha fre AXE nouse-party CCD that features songs from me arte who had appeared st the party Foloving te prometion, results nuded a 22% incroase in generalbrend awareness among males aged 11 t0.24 anda 8.0% 103.7% increase inantinersprant and deodorant ‘racket share 2 Read the article again and choose the best answer for each of the following questions. 1 Who were the target audience in Unilever’s promotional campaign? ‘A Young women B Young men © Men of all ages D_ Men and women 2. How did people get an invitation to the house party? A. By receiving direct mail B_ By answering an advertisement. © By applying through an Internet site. D_By participating in a game. 3. What was aim ofthe publicity for the house party? A To show an exotic location. B To improve men’s dating skills. C Toexcite people's curiosity, D To show people they needed AXE. 4 Adspodtrom Promo According to Mary Drapp, what was the aim of the promotional campaign? A To increase brand awareness. B To encourage people to visit the website. C To encourage a different type of customer to buy the product D To show the effectiveness of the product. ‘What was unique about the promotion of AXE? A The house party. B The television programme, C The free dise D The use of the Internet. ‘What was the effect of the marketing campaign? ‘A Twenty-two per cent more people knew about AXE, B Sales of AXE increased by 22% There was an increase in the percentage of young, men who knew about AXE. D_ Brand awareness rose to 3.7%. Promotional activities and branding 29Vocabulary Match these words and expressions from the txt (1-11) with thei fin 1 launch (line 1) build on an existing success 2 ploys (ine 1 concentrated on 3 retail stores (line 13) 4 publicrelations (PR) (line 14) 5 hyped ine 4) 6 7 8 9 Jog on line 22) feeusedon ine27)—/ hits (ine 35) capitalise on (line 46) 10 brand awareness (line 52) 11 market share (line 54) shops, supermarkets, etc. b e 4 e £ publicised strongly 8 h i tacties/tricks j._ visits (to a website) start selling for the first time Role-play Work in groups of about four. ‘You work on the creative team in the marketing department of a large ‘multinational company. The company has decided that itis time to launch in your country a shampoo which has been very successful in the United States and Canada. The target customers for this shampoo, called Provocation in the US and Canada, are young women aged 12-26. ‘Your job is to prepare a promotional campaign for the launch. You should: + brainstorm ideas for possible promotional activities, ‘© evaluate the ideas and decide which ones you want to use ‘© produce a plan of action ‘© compare your plans with other creative teams, Supermarkets’ own brands Listening You are going to hear Christina Bunt taking about Tesco's own brands. An “own brand is a product which a supermarket sells with its own name on eg, Tesco washing powder or Tesco bread, 1. Before you listen, discuss why supermarkets have own brands. (2 Listen and choose the best answer for each question, 1 Why did Tesco originally introduce their own brand? A To increase sales. B To seduce reliance on suppliers. C Toreduce costs. 2. What is the main reason for supermarkets having own brands nowadays? A They bring customers back to their shops. B_ They havea higher profit margin. © They don’t depend on outside suppliers. 3. Tesco can sell own value brands more cheaply than other brands because A they pay their suppliers less. B they sell in large quantities. © they don’t need advertising, 30 Promotional activities and branding start using (your computer/the Internet) ns (@-K). ‘how much of the market is taken by a particular product ‘knowledge that a certain brand exists the activity of keeping good relations between an organisation and the outside world Useful language Brainstorming Brainstorming consists of thinking of ‘as many ideas as possiole, without deciding whether they are good or ‘bad ideas uni later. Itis acommon actiiy in advertising agencies, How about ....2 + -ing fom Why don'twe 2 +nfintive Ith... Would bea good idea, Have you thought of ....?+-ing form © page 45 (ing forms and infinitives)The power of brands Reading 1 Look at these statements. Work with a partner and discuss whether you agree or disagree with each one. 1 When you buy a brand, you know the product will always be of the same quality each time, ‘Traditional methods of investigating consumers’ tastes are often not effective. ‘The products we buy reflect the sort of people we want to be. ‘Sometimes the brand is invented before the product is developed, People’s loyalty to brands is decreasing People are willing to spend more on branded products. Often the product itself is not as important as the feelings and ideas associated with it Nowadays, even strong brands have to deal with competition from other companies. Some traditionally strong brands have found it difficult to remain attractive to consumers. 10 Brands save time and make shopping easier. 2 Read the following extracts from an article about brands, then say which extract, each statement 1-10 in Exercise 1 corresponds to. ‘The new marketing spproach so bul sailing a brand was eater Simple. A logo 35 & py relma eh Historically, eager ‘0 sl 2 lifestyle ora personaliey, ro appeal wo emotions signa gars of qaiy nl ensenc of 998% fears far grater understanding of human poychologe he Signal chat product was something new. For that, consume’s ‘uch harder ak than describing the virtua oft pode Cle SES quite aly prepared to ay 2 premium, Brands Simple sda rea up long bean te posure protection,” ays Jeremy Bullmore me up Tong before the product is produced. As Thoin pice of connie’ company pent sys of hs pa Henge deco of, Welter Thompon an dren ge, humour than ive tharitherton ines lng i andi probes penn’ ce aes nc Or Poenihs Ar Univers caiman Nell claims, "We ite crane parte So Fa ecm oar A band i orhoue of tt. Tat some ppl just moe fan an inreings Fee i ce os ccs ely. People wat £0 eee “pt then! Phe vob i at ma ra eo ee 1 ee reser ans Fre ack CoC td 4 shoe etc mae mobi an dice moe TBE empl: fom pox fd i hs bu ining oni estes, hy sich dna cetacean ae anging eee! prot: tno fin Bands sow fe competi fom ese mika hymn an, Smet merece quar, sis Rie Cin, ie? ete ok Chen any tout eng i lx he eens fh Compan ea ae Por compacy yen, our app Ol fskinned matt erat te ant pmpetion would come Rom the same indy and prbsb Rtas. Foes groups. for eamal, are por 2 cnesing ihe the Vig ol niches err so ea ie ‘Aten Te Eon Vocabulary Talking point Find words or phrases inthe extracts which mean the following Discuss in small groups. Choose a brand 1 adesign which represents a company/product (extract A) yoatare a fannll ar wilt 2. spend extra (extract A) + What image does it have? 3. increase (extract A) © How do you feel about the brand? 4 change (extract B) + Howisit marketed? 5 method (extract C) 6 job (extract C) 7 relaxed, satisfied and not worried about dangers (extract D) 8 change themselves radically (extract D) 9 attractiveness (extract D) Promotional activities and branding 34New product development Getting started Workin pairs. Talk about two or three new products that have appeared on the market in the last ten years. Discuss: ‘+ how you first heard about them + where you can buy them + ifyou think they are useful or desirable + hovr they are marketed (if you would lke to have them) * how they are packaged Developing and launching ‘chai RE He Toa UK is smalfarly business basod in tho UK Listenin which specialises in dveloping and marketing You are going to hear Amanda Hamilton, managing director __tea-based products of Tea UK Lid, talking about how she developed a new tea product called ‘chat for the British market 1. Insmall groups, briefly make a list of the steps you would take before launching a new drink on the market. 09.2 Liston and make a list of the steps that Amanda took. ‘Are any of them the same as your ist? 0913 Listen again and choose the best answer for each question. 1 What was chai originally? A An Indian drink B An American drink. © Adrink Amanda invented. 2. Why did she start importing chai? A For selling to people travelling to work. B Forhersel, C For selling in shops. 3. Why did she decide to develop her own chai? A. She coutdn’t afford to import i B She couldn't depend on her suppliers. She enjoyed experimenting with different flavours. 4 How did she test her product? A. By using a market-research company, B By giving it to her own customers, By trying it in the USA. 5. What was the supermarket buyer's reaction to her product? A He fixed another mecting for six weeks later. B He agreed to try selling it ina few stores, © He agreed to sell it in a large number of stores all over the country. New praduct developmentReading 11 Read this article about how Amanda developed her product. (For the moment, ignore gaps 1-6.) How to create a stir in the market BY SHARON SMITH ‘When she was six Amanda Hamiton invited bet friends toamini sports day inher sadn 1-H tase nice ite prof, ut then al {he mother rang mine to complain and Thad to give the money bac she recalls Twenty Six years on, Hamilton i agin wing her entrepreneurial sil but hi tie se is ‘ocep held any profs arto ste co-founder of Tea UK, « company that intoduced a doce esr 3 ‘moming cup of tea to commuters and label. The idea for Tea UK came to Hamilton ‘while commuting t her marking jb atthe BBC. “I found that getting a good cup of tea in London was a real stugle’ she says, ginger "You'd geta eabag thrown intoa polystyrene cup ull of milk 2... Hamilton decided to arab the opportunity by founding her own plus bil ‘campany, Discovering thatthe cos ofetblishing tea café in London were prohibitive ~ a £50,000 fee was demanded justo secure 3 offimthe UK.4 ‘ite ~ she opted fora mobile tea-bar service ‘After two months of hunting, a site eventually arose at Lewisham railway station launched theup-market Drink MeChai Latte in south-east London. Hamilton ws determined to build a reputation for quality she infuse the ean ox water foreach onder and offered variety of teas, including ‘Business scared, and within two months their akings covered the £350 monthly cent She started serving chai latte, spice-based ea from India she had heard was ‘very fashionable nthe US but had yet oake in March 2002, she 6 flew tothe US, visting eters and hanging round Los Angeles coffee bers to discover just how popular chai late was and with ‘whom. Iewas everyshere, and everyone was drinking it Tc was more than just a niche povdct, it vas the fastest-growing drink in the US. Realising tha it could takeoff nthe UK, she decided to create her own version of chai late which would cut costs and ensure a reliable supply chain. 5. “The ta bars were essential T tested the different recipes ‘on my caslomers. The day they finally announced they prefered my cai late tthe imported version was an uterly divine ‘moment, says Hamilton, ‘Dink Me Chai Late was launched in Tuy 2003, and in November ofthat year, Tesco Started Stocking it. Sales are promising, according to Tesco official Deborah Watson, ‘who says that the product is already cutselling some other nw lines. Waitrose stared selling itin April 2004. For Hamilton, “Tea UK's future ies in Drink Me Chat Latte, ‘The projected turnover for 2008 vas £350,000. 2 Choose the best sentence (A-H) to fill each of the gaps in the article. There are two sentences you do not need. A Buti took a further 12 months of experimentation to produce the right recipe. B However, it’s her imagination and determination which hhave made the business a success. € realised that here was a gap in the market waiting to be filled D I knew that if { wanted something done properly, I'd have to do it myself E In the 12 months to September 2003, the tea bars produced sales of £55,000. F The drink quickly snatched ten per cent of sales, but proved expensive o import, with an unreliable supply chain. G They bought a customised three-wheel motorbike equipped with a coffee machine with £2,000 savings and a £5,000 loan, H_ When they arrived, she charged an entrance fee of Sp each. Adapt tom te Finance Tnes 3. Discuss with a partner what extra information there is inthe article which you didn’t hear in the interview. Vocabulary Find words or phrases in the text which mean the following. abilities needed to start anew business (paragraph 1) expensive, high-quality (paragraph 2) starting (a business) (paragraph 2) too expensive (paragraph 3) increased very fast (paragraph 4) Jncomeyrevenue from a shop (paragraph 4) 2 product only bought by a small, specialised group of customers (paragraph 4) 8 become a popular product (paragraph 5) 9 selling it in their stores {paragraph 6) 10 selling more than (paragraph 6) LL new types of product (paragraph 6) 12 expected or estimated sales (paragraph 6) New product developmentLaunel \g and promoting a new product Listening 1. Work in small groups. Discuss and brainstorm ideas about what you think is important when launching a new product. When you have finished, work with a partner from another group and speak for about a minute about what you decided. 102. Liston to Amanda Hamilton talking about the same. topic. Take notes on the following. ‘© What does she say is important? © Why? '* How did she go about it? i 34 New product development 3 Look at these promotional methods. Work in small ‘groups and discuss how they could be used to promote chai. 1 article in the Financial Times 2. articles in women’s magazines 3 sampling on television 4 sampling at festivals, 5 advertising © word of mouth 7 website 8 displays in shop windows 9. samples in magazines 10 stand at food fair Oey ane our DoOoooOooooON18/4 Listen to Amanda Hamilton talking about how she has marketed chai. Tick the boxes in Exercise 3 to show which of the promotional methods she used. 15: Listen again and note down the reasons why she used/didn't use each promotional method. For some of them, no reason is given. Grammar workshop Expressing purpose 1 Complete the following sontences and then compare your ideas with your partner. 1 I sent samples to journalists on food magazines so that 2 Tused my contacts at the television company in order to 3. Haye you considered putting samples in magazines to r 4. Word of mouth is the most effective form of marketing, 5 It's important for a website to look good and be simple to use, so 2 Study these ways of expressing purpose (A-D) then answer the questions. ‘A ‘vs very important to keep momentum, so we had iced chai and J created a chillout zone... B_We goo festivals to give people the chance to sample our product © We had a stand at a trade fir in order to attract buyers from hotel and restaurant chains D Ir'simportant to have a good website so that you can sell the product internationally 1 Which examples use an infinitive? 2 Which examples are followed by a sentence? Role-play 1 Work in groups of four. Read this situation. You work fran interior desion company in your city (you decorate and furnish the inside of houses and offices) and until now, you have only worked with architects and builders. Now you would like to soll your services directly to the general public as well, and you are having a meeting to decide how to promote ‘yourselves. 2 Each of you should take one of these roles and prepare what you are going to say at the meeting. Managing Director: You know you can find good staft ‘and you are confident that there is large market for your services, so you want to expand the business uick'y. You would like to use some form of advertising and aso direct mail, You are ready to invest heavily in promotion. ideas. customers. Finance Director: You are cautious about expanding the business too fast, having a marketing budget which is too large, taking on too many new employees and having cashflow problems. You would ike to distribute leaflets round shops and offices and also have some advertising posters at bus stops. Marketing Manager: You love promoting services in ary way possible, and the more imaginative and Unusual, the better. You especially favour events such a stands at trade fairs, or snonsoring a local sports| ‘team, but you are always happy to consider other Sales Manager: Until now, visiting companies and architects has ahvays been very successful and you strongly believe in the personal touch. You would like the marketing budget to be spent on inereasing the sales staff, who would then be involved in direct seling, ether by telephone or by visting potential, 3 Hold the meeting, and make sure you reach agreement on how to promote your services. 4. Report back to the rest of the class what you have decided to do. New product development 36