CAMBRIDGE Business a Advanced Student’s Book Guy Brook-HartIntroduction Who this book is for This book is intended to be an interesting and stimulating, course for Advanced students of Business English (Comunon European Framework Level C1). It provides a ‘general Busittess English course for students who have not, yet worked in business and for people who are working, «and have experience of business environments. t provides the practical reading, speaking, listening and ‘writing skills necessary for people who need English for working in business. I also contains a wide range of essential business vocabulary and grammar, For students who want to study for a Business English qualitication, this book gives you a complete preparation {or the Cambridge Business Language Testing Service (BULATS) test. Its accompanied by a CD-ROM containing «2 complete past BULATS test supplied by Cambridge ESOL. What the book contains “The book contains the following elements: + 24 units for classroom study. These nits ae organised in groups of four around a theme: management, competitive advantage. etc, While each unit gives traning and practice in a variety of skills the frst unit in each group mainly concentrates on reading sil, the second on listening, the third on writing andthe fourth on speaking, Each unt contains essential vocabulary inp for business students, Many ofthe activites in the us are similar to those found in the BULATS test + Grammar workshops. For each group of four units, theresa two-page Grammar workshop section, These exolain and extend grammar work introduced inthe units nthe units, you wil rom time to time se a cross reference, eg. @ page 20 (Future simple or future continuous?) which indicates that there supplementary material in the Grammar workshop, + Exam skills and Exam practice section, This section, which starts on page 121, gives you detailed guidance con how to approach BULATS test tasks at your level, the skills required and what the task is testing, The Exam skills pages contain exercises to build up your skills for the test. The Exam practice pages contain questions tasks from a past BULATS (est for your level”, supplied by Cambridge ESOL. ‘+ Full answer keys for all the exercises in this book. Sample answers to writing activities have not been Included at this level because the range of possible answers Is too great for this to be useful. However ‘models’ are provided for all writing tasks, ‘© Transcripts for all the listening activities in the book. ‘© CD-ROM with a complete BULATS test Also available are: ‘+ 3 audio CDs/cassettes, containing a variety of recorded ‘material, including interviews with business people and BULATS lisiening tasks. ‘+ Teacher's Resource Book, containing guidance and ‘suggestions an how to approach activities in the book plus extra photocopiable activities and case studies 10 ‘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. Its intended as reinforcement of material you have studied in class. The Personal Study Book conitains keys (o al ts exercises, so you will be able to check your answers yourself. I also contains a Word list of vocabulary from the Student’s Book. ‘© Website, containing additional resources and information. Go to http://www.canibridge.org/ businessbenchmark, + The BULATS testis designed to assess learners’ level of Business English from beginners to advanced, so this book does not contain advice on how to approach BULATS tasks which are too easy for your level. See the information about the test on page 122. Introduction 3Map of the book ‘unit Reading Listening Writing 4 S2rperatecuture] vino sresonsbtor Mycomeeny’scutture 10-18 corporate cuture? 1D Leaders ana Flcrard Branson, teaderot | Rachel Babngton, Disnoy : ‘managers Vegin Channel. on faders and managers : 17 Rachel Babinatonion 5 emmpowerrnent 2) internal Infernal messages{memno, |Advice for communicating Replying o messages, ‘communications | eal note, noice) fective wi coleagues ‘iting and repying to armemo, 1821 emailar notice 4 Ctatma mest, | Advice tr chats ‘key phrases forchats ‘Amemo summarising action 2225 Sutnmary of action ports pons Grammar workshop 1 (Units 1-4) 26-27 Defining and non-defiing relative clauses, Some meanings ofas and tke, Future simple 5 cone Gihapecientalterran | BofeShdoven Gutrer pets! leeeeermcece | romcecieoern a rtcrsnpMorspema 6 Sormmiive | egteWomonam | wit ceacn Sd | 6 Scratace® | tren Eagrunrg Conedtona.on 92-35 competitive advantage; Wiliam i Soieeencomes i T herpecsl Proposalfocaddingtocur | Extending the product ange ‘A proposal orinvesigaing z 6-99 product range new markets: i Bnemal requesting proposal 8 Peeminost | Maienrtatnme — [Reainentadiree | Apumaltyocakanode ae oe icone Cieect ms sreaice sean Grammar workshop 2 (Units §-8) 44-45 Speaking hypotheticaly, Compound nouns, Embedded questions ‘Aavertsingand | Theeffectivaness of advertising | Net vey, MedaCom, on the Serer | aaeremamenune | eeeamncawey a) cee g 10 Advertising and ‘Motoring online Internet sales Areport on advertisers and 110 zee Ket Neto on Hype ie eee 2 ese | eee Taste aranc ceil il emacs a bel Rasa onson Sas Eiet Eee aoe 42 Tesdesnitcn | Cracknatnebiacomnany | Rosalen, CSSLd cocaine 5e-61 mare lent; Hosa Levy maleng asales pitch Grammar workshop 3 (Units 9-12) §2-43 Postion of adverbs, resent perfect senpie and continuous, Celt sentences 4 Mapofthe bookSpeaking Language work Describing company cutie Defining and non-cefiring rave \Whiyis important to havea strong corporate cute? clauses Boer, bottom tne, revonies, et, Taking about good leads Ladera sls: ounce, ete As crime? Gating the most rom start Types of managemant Produanga mcre efectve worktore “The bost way of commuricating ferent things ‘Abkroratiens Future simple or future continuous? Masta manager be a goed communicator? ae ‘The function ofthe char vatuatro meetings Language functions forchais Hoking meetings ‘or future continuous? Discussing customer-suppier relaionships. ‘Helpdes, tc. Discussing the 80-20 nle, etc. ‘The shortcortinaso! CRM, etc.:A CRM strategy How doss yourcompeny achive @ competine ements that give a company an ‘Speskng hypotietically advantage? advantage; Submit tenders; Pring ‘Gexicated, resources, oc. Phrasal verbs; Vero-noun collocatons Linking words and phrases ‘Compound nouns Exiting, Koni, ee, ‘The passive “The ice-oream merket n your country Embedded questions Presenting information from charts Presenting fromatext How does yaur company advertise? Branctbukiig. etc. Adar ‘Costefecive everising ‘Types ofacvertisng How to acivertise sofware ‘Households, oe How you use the fternettobuy things: Sraighttorward, ec. Athough, however, desphe. How coud your compen ise the methods ofthe car industy?; Using theInteme for advertising “The best medium fox seting diferent products tnt ‘Synonyms or increase and decrease | Presant pertct simp or ccntinuous? services ‘Stucture of report How do you eect toa cad-ca: Finding or about work| Sos, dak-averse, et. ‘Get sertances. problems: Role pay 1-Cokd-calln: Advising on breaking | Into's new market: Hole-play 2: Malang a sales pitch Map of the bookUnit Reading * Listening Writing 43 fameseene | Focostngaate Forecasting sles results exer 44 Frmanamears | Asroposalorosva Philp Frarks onthe theatre business| A proposalfr sponsoring ‘d ori sponsors PaulKeeneonarts sponsorship | anertso” sports event A 45 oper Theimpectotiate payments | Conversation thai payer | Leter complaining about late T2418 con smat businesses lam Brook-Hartonlate payers | payment at Giford Engnesing Consutancy 16 Neszisinssieese| Nessstnevarroncotace | Negsiengtsressageemeds | Eralsunmaisng resist 76-79 "| Condlions forieasng oes space | negotiation Grammar workshop 4 (Units 13-16) 80-81 Concltional sentences inv and verb + ing, Complex sentences 17 Werle Giving empioyees what they | Marialakinsky on werkrelted | Shor reporton sess and atmosphere went thereturs refuge | stress absenteeism e285 Sressin the workpace F118 Tewonerceet | Temtomumesoaten | Jcocarra . the future How people fee! about their jobs i 2-89 2/49 fea Mago Toys = report on Interview wth tree prosuction | Report on changes to company 1/19 sos’ eee managers organisation z 0 sstgrontatons | Narotom CeO ata Sta gomplaris anc demands at | Memosummaring agreement oor expansion pans Travlsafensurence Horse racing at Trevelaf naurence ‘Grammar workshop § (Units 17-20) 6-09 Fieferance dvics, Modal verbs o express depres of carta, Variations on conctinals D1 Coporste CSR—worthy cause? Professor Bemard Hilton far trace | Proposal to give your company eties ‘amore ethical image ‘00-100 £199 Expanaing abroad | wocdysstetogy Fichard Coates on how Wolseley : 3 104-107 Wossiys ChefExecutie | expandsintonew markets = Ficherd Costes on supervising 5 subadiees £/23 moverseas Letter toapoteniaparner | Finding an overseas partner Lotter to prospective partnership Letierrepving teatusness | Reosonsand problems wih moving | customers; Latter expressing & 108-111 ‘spproech into anew market interestin business approach D4 Alannina Fisk management Fedor Brodsky on how to protect your brands reputation coe Freon rskin sinees Grammar workshop 6 (Units 21-24) 116-117 _Aricls, Futur time clauses, Concossion Communication acts He EXAM SKILLS AND EXAM PRACTICE. 121-163, Contents of exam section 121 ‘Answer keys 154 | “Fanserpis 170 Map ofthe book ‘ a‘Speaking Vocabulary Language work How diferent oleronts slp to mako forocasts Phrasal verbs.and expressions ‘ConcStional sentences ‘What makes forecasis inaccurate? Go bust, stock orice, et, How to Erepere a sales forecant, ete. ‘Vocabulary ftom proft-and-loss account ‘What typ of forecaster do you ink you aro? andbslance chect Should the aris be subsisioec? “Theatre vocabulary Infinitive and verD + ing How sponsorship can promote a company’simage, etc. | Brask down, running costs, etc. i Role-play: Conthental Bank and Tate Modern How lsta payersatlect business Bank cherges, bookkeeping, otc. ‘Complex sentences (Dscussion: How should you deal with Ite payers? Formal expressions Presentation: How to dal with late payers, etc \What you need to know bofore negotiating, ‘Compromise, the bottom tre, ec: ‘Conditional sentences: altlorativos tit Negotiation, problems and achice Role-play: Negetiting an ofico leaso ‘What makes people workkharder Trends, eronounced, etc. Felerence devices. “Types of management-emplayee relationship; Trends in accidents end stress stc.; Our attitudes towards stress Workers orthe tutu Working practioes nthe tire | Types of worker; Ways of working Talk telenorkng, eto. ‘Stuckin a ut, going ate, et Talking about yeurpresant ob What factor affect productity?; Descrising charts: | Ascambiy ine, churn cur, ee. Expressing causes andresute ‘productivity at Magro Toys; Presentations on productivity Fising productivity ‘Company reergansation; Would you be prepared to | Phrasal verbs and expressions ‘Variations on conditional sentences relocate?; Thinking about an offer Phrases for negating Role-play: Nogetiating an agreement Corporate responsibilty ‘Bonefts, premise, et. Atioes CSR and comorate culture; Fal trade Adverbial phrases What isthe connection between fai trade and GSR, ot:? Expanding into foreign markets “Acquistions, year on yea et. ‘Dasorbing the company you work for ‘Surged, FTSE 100, eo. \Wolsoieys expansion srategy; Supervising subsidiares | Adjectives and adverbs of frequency ‘The advantages of making ecqusitions ‘The problems of expanding into a now market ‘Complex sentences Fepyingtoalttor Tenses in futur time causes Useful hints for making presentations Making a presentation; Business risks Discussion: Staf retention, market share Discourse markers for short talks ‘Concession gee oe See oe tee ‘Map of the bookAcknowledgements Practice test material supplied by Camin idge ESOL. ‘The author an pabiher at rtf tthe following for peratsion reproduce cpyngh neil. Wl very ello has ben debs no ‘ways been poste e Meni the sources of al the ate acta ace ‘he copyright older If any omisona ae brought teu not, we willbe happy to ince he ppeopiate acknowledgments epintog Text p10 1.13.1, 17,25, 82,33, 34, 2 61,65, 68 65,72, 6, 88, 92 nd a: Cinbitige Advanced taamers onary, Camindge Unters Pres, 205, ‘rar dlctlonary cambricge og for vricuso the define p 12- Comore Shard Member Magazine fr the lx! "Whotsresporsble? weeny Hob ‘orton, Reprinted by pemssion, corprate soar Member Magazin: p15 nowledgeaWharto for he ex Leader Vira’ 9982-88" iving mpyers what her want p130:"al enters: How to reduce hurt {erase clcieny' 127. -How to avid he Biggest mistake, Reps with Dermlsin fom Knawledge@ Whton htp.//Azowledgewhanon vpenn ed, {he onl reacarch ant business analysis oursal of te Wharton Schon! ofthe ‘Usivety el Feonseana p23: eamMorslapovtons or the et ‘Chaing teeing taken fon hp rm meetngwead ng/mcetnge hae smewtzg fm. Use Wad permission of Team Ws Innova Pp 28-29 The nomi fr tet ‘Givg people what they waat hy Shoshana Zell, {May 100,947. The eecivenes af acverising' fy Paul Mark, 3t Mach 2008; p40: Tat practi 31 Mae 205, pS" Motorog oan’ 3 Msciv 200s, p67:"Roow futuse 21 December 200, p.1%-°CS8 = woth ‘aie 20Janvary 200, pp 14-115 prepared 2 January 20%, pS "ary les 1 January 204, ©The Eeonomt Newspaper Usted: Part |sterational Corpora or the ext Masters othe Custer Connection frien Py Minay lodge, excrped form CO Magazine = ANGUS 205.5 ‘Cstomerrlsonsp manage’ te by Mcksl ohn, exptee rom Dacwinmag co, September 2001 p85: Rreasing date writen bor scotkimner emsrted rom Barwtmag com, a 200 Copyres CAO Media Inc. A sghs reserved: p33 How the J) Crop eras tendets by Phoebe Ha ken fo the Bosivess Link wee, finp.//wwrbusineanigoviuk *Crowa Copigh pal: Decion News ‘Medi fore text Nese in Thala published on www daityreponercom, {June Z006, 942: forthe ex "The Pippin mathe by Rowe Serna. Red and Agr Busines Monitor, June 201. Use by pemisien of ‘The Universi of Asa ad The Paci Pasig Cy. Priipines; pA Nesue ‘apendsiceceamines a Che’ pubishet on www loodsaigstor sem, 23 February 2082 Une by pemlasion of Deaton Nowe Mata (Uk) Lined, 'p€® Teccom orth om Cracking the ig company market by Evelya Rah Tncasagastne,Novenber 2002 Used ty pesminon of secon. Clearyousiness com for there. "The pao at paycats on sma ‘paring then tom the weit wane searybusnese com. ss fermsson of learybusiess.com: p77 AlLawcoe ore let Negotlang, Sour lice esse by Celeste Marland. Us ty permission of Alla corm: ls: Th Guarentee The foo eer ty Owe ai 0 March Sous, phe "Nesiaunen ol sr ade colle ver coripay' ees by So Wiel, 7 eter 208, Copyright Garin Newspapers ates 208; p04 0S: Westy PLC ice he ex "Wolsey Take om he trebste we welt. Used by hind permission a Wolsey PLC 08: The Sunday Tones for etext Hom Westley sboss puedo new Neh, by ance bavidhon ©The Sunday Tes, London 8 January 2005, Logos 12'*ruenr Corporation; p14: Virgin Enerprnes Limi» 16:® Disney Enterprises ep. a: Core Engineering Canautancy: 3:91) our ps8: © Mediaeor Un p10 Fabrade logo. Theo he Fld ranks by Find peeision of ho Farende Foundation. The FAIRTRADE Mark, 20 independent consuinar abe, eeiation nth a ileal reget asa uederarkby Faisade labeling Organisations ineraionl (LO) of whic he urvade Foundation (UK) basher, 104, = Wolcey Pe, Acknowledgements Photos (cover poo: Corbis ‘dversing archives frp 46 item b:Alamy for pp.0 (images), Sa) (Dg Arete Japa), 0 () (Chih Pape), 54 (ark Baigent), 55 (0 (Couch Pace, 71 (Ache), 74-79 (Mace Wowk), 860) (3C Soc); Alvey& Towers fo pp. 18 (80 (0,90); Couey of Arion a8 (Ar Diners TRIP oy 46 item). (7). 04 fenteney): Rachel abl ono 1, by kind permisten Carers Pres fr pe (Cari for 179.36 (0) (Fim Maire), 80 (nro) (own). 61 (in Craigie). 64) (hj Comes) 72 (un Crgmyin 74 (Helen lag), 76 () (Chur Savage). 89 (0) im Panel), 8 (oxueme (Sot Area), 93 (Love Paloyen), 100 (ose [ns etae, ne Coury of Cena Pasa orp 309): Eawestion Photo or p30 ts Bye Ubiquitous fo pp2e (1 Cs ough Workdwde tages for. 84-85 (ui): Coutey of The Fartate Foundation orp.) a ade Meat for. 102-103 (6) (Chto Krackaarl): Gy Imagerie pp. 10) (bin Shr) 1 (Anderson Roya) 18 (0) (Reza etabiran) yan Meloy) {) Yuta Pumy) 28 () (DCA Preduchors) 28 [Sean sven. 2 (altende Images) 4 (0 (lngrae Pobihng). 46 (2) (Acne Funk). 50) (Ke Matews) 88 (0 (Thomas Nore) () (Cale. 76 (0) (ees Cae). {2 () (tear Cohen. 62m) yan Mev), 90() (Dave Bungie ‘98 (Chaoraken 18 () (Parka) ns Sch Galinage 108 (1) (DCA Prouetions), 12 (Stewart Coben) 1 (Fede Skld ages pp. (40) itor Hngering Conia for pp.32 (0), 340) a7, by kind Drrmissoo; Haymare Publishing or 9.4 (em) and 32 othe ceentiot {Sr Aia Kame spider Thea om tbe webste worm whatat co.uk, by Hd Permlson ntematnal Photobank for yp 10-1; Leechs rt & Mase hea or 69h Kenton) Med om U for 9.48 abd p53, Kind eosin, an Midleton PhovogrephyPretogapresdec am for ps hen £],Ondsiacom fo: pp. 42-43; Nucor Corporation lor pd, by kind permission Photoiary cow pp 92 (a, 1), 12): Panehatek op. (BB (:) hotento), 18) £4 (ol) (Dia Vslon, 28) 6) (Comsteee). 36 {Fan Ae) (Crea, 5 (exreme, 5,5,8, 96) (Bananas). 50(), 54 in) Cpperct. 58 (bs) B eneme ) (Cori) 4 (9 (Photo). {85 (Goodshoa, 108 (8) (Clowienages) 12 (9 (magisouee: Re Features {orp 54 (D6 enrre I 68 (2): Comty of Sirota fo p82 (m) Supertock rp. 26 (0 5,58), 89 (I), 94) TIPS image rp 39,28 {tom Toro 8 (Sl: Vins Exesrises Lied frp 15 (chara [Branson Byknd permission: Wolseley PLE for pp, 105 16. by ie permit ‘Mlustrations ‘pil, 21,23and 9 Rupe Beasley 1p 42.85. $6, 85.90 Mart McLeod 9 3 The Foor or Chav Avenisers a ht langet anes 31 Mach 28, P84 Cur Taal cede a workin the UK’ and Workrelste stesin the ‘UK 26Augst 2004 ® The Economist Newspaper Lined: p64 Careonsoek 74 ©2004 by Randy Glasbergen worm ghashergen comp. 96 Tan Olive, Ever llort has been ade aes he comright holders awe apologises ‘vance for any uninenionlomisions We would be pled ner he 2propiteaekoowleegement in any subsoquent eon ofthis publeaton, Paoto research: Kava Brows Design and Layout Hart Melt Project management ane Cates Bates by: Cations Waser 8am Predgcton controler: Germ WikinsThanks ‘The author would like to thank the editorial team for heir help, advice, guidance, enthusiasm, feedback anc ideas throughout the project, especially Charlotte Adams (Senior Commissioning, Editor}. Sally Searby (Publishing Manager), Jane Coates (Series Editor), Catriona Watson-Brown, (Preetance Eeitor), Gemma Wilkins (Production Controller) and Michelle Simpson (Assistant Permissions Clearance Controller), Special thanks also to Susie Fairiax-Davies for using her compendious list of contacts to search out ard interview business people for the book, and thanks 10 the following people for kindly giving up lirse and agreeing to be interviewed: Rachel Babington (Disney Channel), William Brook-Hart (Gifford Engineering Consultancy), Neil Ivey (MediaCom), Philip Franks and Richard Coates (Wolseley PLC), The author would also like to thank his Business Eaglish students at the British Council, Valencia, from 2004 10 2006, who kindly and good-humourediv worked through and trialled the materials, pointes! out faults, suggested improvements and, by applying their business expertise, provided essential input, ‘The author would like to give his warmest thanks and love to his wife, Paz, for her help, enthusiasin anid encouragement throughout the project. He dedicates the book to his son, Esteban, and his, daughter, Elena, with much love. ‘The publishers would like to thank Flaine Boyd for her invaluable feedback when reviewing the course inacerial Recardigs by Anne Rosenfeld ai Studio AVP (stucdio engineer: Dave Morritt). Tharies aCorporate culture Getting started 4+, Work in small groups. Match the sentence beginnings (1-7) with their endings (@-g). 1 Mycompany/organisation has avision; >) __a_ for example, it doesn’t have a dress code. 2. We have an entrepreneurial culture; ating 8. (begnning 6 publicly [standara by which you can 2 talk things (discuss thoroughly) accounable judge te sucess of something > SOM. Mle and solutions (aduce 7 streamlining ~~ g_ flee; not involving Measandslutons) consideration or care about any sul (follow, obey) harm caused to others. 5 up (arrive) 8 dotcom struggle of individuals in a 6 ahead (making progress) FA DO!S ou 4 (Oe essential hing i) competitive environment 9 yardstick {succeed or fal without hetp from anyone else Speaking 10 rat race j support Work in pairs or groups of three. Describe the culture of the company where you work, or accompany you are familiar with, using the following procedure. ‘+ Before you speak, plan. what you are going to say and select words and phrases irom the vocabulary you have studied so far inthis unit ‘+ Speak for about a minute. ‘+ When you are listening to your partner's talk, think of a question to ask at the end of it Useful language think there ae three main aspects to my compar’ coture fra there's Anoter features Final | should ay that So, 5 900d placoto work, especalybecause... / Folprefet tobe more Corporate culture 11Creating a corporate culture 1 who is responsible for influencing the culture within a company. Nucor Corporetion ia ese ly 2 how company culture affects a company’s performance. the largest steel producer 3 what weakness many companies have with regard to corporate culture. inthe United States, t's alsa the nation's largest recycler ‘When you have finished, discuss your answers with a partner. 2 3. Choose the correct sentence (A-G) from page 13 for each gap in the text (1-6). There is one sentence you will not need. low shoukda drectoc thnk about j the “corporate culture” oF tho ‘campany on whose board he or she serves? Consulta menagement text on orgarizational culture and you find a chapter or more of defiation which boils down to something ike “a pattem of shared basic assumptions.” Peter C. Browning, dean ofthe business school t Queens Unversity. North Careline says: “Every ‘orgerization hos culture which ‘manifests itslfn everything from ‘entrepreneurship to rik taking al the way down tothe dress code, 1 Even so, many directors areless comfortable dealing with issues of | corporate culture then they are with moreeasiy quantified concepts tke | profitablity ormarkot share. Says reno company cars or corporate ets. Egward Lawier, a professor at the Te company offers fouryesr University of Southem Calfomi: | scholarships to children of employees *2.... Anunderstanding of corporate | tehelp them pursue higher education or cutureis one of the mein things missing | vocetionel training after high school onboard, butthey eellyneeditif When business Is slow. Nucor reduces, they're acing te monitor whet’s going | hours but doasn’t make workers ‘oninside the corporation.” redundant. There's &highly effective ‘Sowhat should drectors bedoing | incentive program. B.... Dito forthe to.eveluate corporate culture, end what shareholders: Nucor's total reium to sctions oan they take toiatluenceit? —_ investors last year wos 37.9%, better F Kenneth Iverson | i and then nearly destroyeditbefarea | “extraorcinarly powerful effective, and collaboratve. trusting culture some cases, itcando both, Recallhow Peter Browning's favorite exemple | than almost two-thirds of the other IBM's insular, conservative culture first. | is Nucor, the steel company. Nucor’s | compenies inthe Fortune 500, helped the compery soarto success— | culture, which he describes 08 | Toencure that Nucor’s new CEO, Louis Gerstner. arrivedin | unique.” canbe traced back to the | continued, Browning recounts how he 1999 end saved the company. values and vision of ts legendary “went out and visited innumerable Browning considers corporate founder, F. Kenneth Werson. The Nuoor | factories. ! waked around, talked with culture an important part of a boart's responsiblities. And he's not alone. In 2 recent survey, an overwhelming majority of directors say thet culture has a powerful effect on their company’s ethics, risk-taking, and bottom-line performance, 2. Furthermore, 79% say they believe & bboard can alter 2 company’s culture. story—of an egalitarian, collaborative high-performing business that’s been consistently profitabe ina notoriously | directors did the same. 6... “wes tough industyy—has been recounted in| important forthe hoard to get to know dozens of newspaperend magazine the cutureso that we could suppor the ‘articles and books: 4... Although the next generation of management es they company eamns $6.3 bilon nreverues | move forward, while preserving the and has 9,900 employees, ithas fewer | values that really distinguish this: | than 60 peoplein mensgement. There | compary.” Browning says people on diferent shifts.” Then ha ‘made sure the other non-executive From Corporate Board Member 12 Corporate cuiture‘A The result is that employees have come to trust ‘management and share tis vision. B And having a supportive culture can produce suprising gains in terms of productivity. © CHO, Daniel R. DiMicco, answers his own phone and email and shates an assistant with CFO, Terry Lisenby. D_ Most boards are poorly equipped to deal with their organization's corporate culture, because their staifing isnot right E, The entire board now goes once every year to a mill or plant and spends two days observing operations and talking to workers and managers. F_ When asked to rate its importance for these issues on a scale where 1 equals “greatly affects" and 10 means “no effect”, the respondents ranked corporate culture at 2 G Itcan be a very powerful influence for good, or it can {get companies in lots of rouble, Task tip Lookat the okesin the sentences gin A, what has caused the est that mentioned? MF what does thse ‘saves refer 10? Vocabulary Match these words and phrases from the text (1-7) with ‘their definitions (a-g). 1 board a smiss employees, $0 they no 2 anger ave aos 2 bottom-line — b_ group of people appointed performance to manage acompany 3 revenues ¢ money earned from sales 4 make workers d_ people who own shares in redundant company 5 shareholders € set periods of time when people work, €.g.6 a.m. to 2p.m, 6 return £ the amount of profit on an investment 7 shifts 8 whether the company makes a profit ora loss Grammar workshop Defining and non-defining relative clauses 1. Read these five extracts from the text. Find and Lunderiine the five relative pronouns. 1 How should a director think about the “corporate culture” of the company on whose board he or she servest 2 Consult a management text on organizational culture and you'll find a chapter or more of definition which boils down 10 something like “a pattern of shared basic assumptions.” 3 Every organization has a culture which manifests itself in everything from entrepreneurship to risk-taking all the way down to the dress code. 4 An understanding of corporate culture is one of the main things missing on boards, but they really need it if they're going to monitor what's going on inside the corporation, 5 Nucar’s culture, which he describes as “exiraordinarily powerful, effective, and unique,” can be traced back to the values and vision of its legendary founder, Kenneth Iverson. 2 Decide which relative pronouns above could be replaced with that. © page 26 (Defining and non-detning relative clauses) Talking point Discuss these questions in small groups. + Why sit important fora company to have a strong corporate culture? + What sor of culture would work best for yout ‘+ What aspects of comorate culture do you think can have a negative effect on performance? ‘+ What things can managers do to change the corporate culture ofthe company where they work? Task tip * Before you start ciecussing, take ait time to think about whal you want to say. ‘+ Youcan talkin general, but try to give examples trom ‘your knowledge and personal experience, 100. ‘+ Make sure tha everyone in your group has.a chance to ‘express their opinions. Corporate culture B" Leaders and managers Getting started 1. Read each of these things people sald about their business leaders or managers (1-8) and match them with one of the qualities or skills listed in the box (a-h). 1 “Amongst other things, she has this tremendous ability to see how things could ke in the future, and how the organisation should develop.” ‘Treaily ike the fact that he gives us all plenty of responsibility, We all fee! so empowered." One thing have to say about him is that he has excellent people skills: ne can handle even the most awkward member of staff.’ “She has a totally practical approach. | mean, she doesn't just sit in her office theorising. She rolls up her sleeves and gets down to work with the restofus’” a Ahends-on approach @ Good interpersonal bb Abily to deegeta skis © Attention to datall Originality 4 Good communicating Trouble-shooting skis, skis hh Vision 2. Discuss the following questions in small groups. Which of the above skills or qualities do you thik are necessary for business leaders, which for managers and ‘which for both? (Write ‘L' for leader, 'M for manager or “8” for both by each of ther.) 2. Add three other skills or qualities o the list and say ‘whether they are more necessary for leaders, their ‘managess, or both, Lead: send managers 2 ‘Mo's just great at producing new, unusual ideas, things other people would never have thought of 4 ‘A’ say one of his strong points is his ability to get down to the nitty-gritty; nothing is 80 minor that it escapes his attention.’ 6 “One thing she's particularly good at is problem- solving, You know, in ourline of work we seem to go from crisis to crisis, but she seems to be able to get everything running smoothly again.” ‘She's just excelient at getting her ideas across. To give you just one example Great leaders and great managers Reading Company background Started in 1971. the Virgin Group operates in ewide range of markets, fram music to finance and travel. Fe 1. Before reading, discuss in small groups what you know about Richard Branson and Virgin. 2 Skim the web page very quickly (in two or three minutes) to find out what qualities Branson has which make him a good leader.leader of Virgin BE fy 2a een ite unde and over te vin S R= cof 350 companies that includes Virgin Atlante aitnes as well as ventures in other industries lke telecommurication, trains, cosmeties and a= ‘atds~ says his goats totum Virgin into the most respected brand in the worl’ Bransons sil asa brand builderis one ofthe reasons undertving his longevity as a business leader. ‘tis difieult to separate the success of the Virgin brand {fom the flamboyant man behind that brand. He raves the world weekly, reinforcing his good-natured, visible, jet- setting bilionaie reputation ~a reputation like the reputation ofthe companies he owns. ‘Generally speaking. | think being a high-profile person has its advantages. he says. Advertsing costs enarmous amounts of money these days. just announced in India that |was setting up a ‘damestc ating, and we ended up gotting on the front pages ofthe newspaper. The costs ofthat in advertising Terms would have been considerable = What isthe mast important quay of good leader? “Being someone whe cares about people is important, he says. You cat be a good leader unless you general people. That i how you bring cutthe best m them. How does a man who owns 350 companies get tall done? Branson places enormous value on time-management employees and managers is funcametl. Skil. AS chaltman ofa large group offs. Branson says he Branson has developed a level of ts wth his top spends about a third of his time on trouble-shosting,».__managers by setting the direction and ther stepping Meco anther third on new projects, both charitable and business, let them nevigate. “come up with the crginal idea, spend and the lst third on promoting and taking about the the ist three months immersed n the Business so! know businesses he as setup. As much as you needa strang__the ins and outs, and then give chief executives a stake in personality to build a business from scratch, you must also the company and ask them torun it as fit’ thelr ow” ig Understand the art of delegation,’ says Branson. ‘Ihave to explains Branson." intervene as ite as possible. Give them ‘be good at helping people run the individual businesses, that, and they wil give everything back.” and {have o be wing to step back. The company must be set up soit can continue without me? tn order or this process to work, employees must be ‘happy. Bransan says his philosophy of "oak fr the best and youll gt the best helped him buld an empire recognised forits young, fun culture. Fo the people who work for you ‘or wit you, you must avsh prase on them a allties, Branson says. 't's much more un ooking forthe best In people People doit need tobe old where ‘heyve sipped up or made a mess of > “something. ThyIlsotit out themselves. Brarson feels stongly that Fan employee is “notercling in one aea of the company, he ‘orshe shoul be given the opportunity to | “do wel ina iferen Vig Group fod. Fig is seldom an option. Motivational strategies extend to Innovative ideas. The Key to encouraging Innovation within the virgin ranks, -suests Branson, isto lsten to any and _alliSeas and to offer feedback. Employees ‘often leave companies he reasons, because they ae usiated by the fact eae deaf eats. ineraction between From hripiiwwnw knowledge@wharton Read the text again and check that you have understood the main points by choosing the best answer, A, B, Cor D, to these questions. What is Branson’s business aim? A To diversify Virgin's activities B To make Virgin a global company © Tosurvive longer than other business leaders D Toenhance Virgin's brand image What, according to Branson, is the business advantage of being well known A. Ibis easier to establish new ventures. B It saves money on publicity. CC Heis offered special advertising rates. D_Ttmakes his brands easily recognisable. What, for Branson, isthe key to managing his workload? ‘A. Being continuously involved at all levels of the enterprise B- Concentrating on problem-solving © Making his companies independent of him D Continually expanding his empire 4. How, according to Branson, can you ensure optimum performance from staff? ‘A. By having an enjoyable corporate culture B_ By pointing out your employees’ mistakes © By dismissing incompetent workers D_ By telling people that they are performing well 5 Why, says Branson, do many businesses lose good employees? ‘A. Managers do not listen to employees’ suggestions, B_ Managers do not know how to communicate with staff © Managers do not encourage innovation. D Managers do not delegate. 6 How does Branson optimise performance ftom his CBOs? A. By giving them specialist training, B_ By giving thema financial interest in the company By giving them a three-month trial period D_By offering them innovative ideas Leaders and managers 6Vocabulary 1 Find words or phrases in the text which moan the following. 1 someone who establishes an organisation (para. 1) fouader. 2 a new activity, usually n business, which involves risk ‘er uncertainty (para. 1) Which are real but not immediately obvious (para. 1) very confident behaviour (para. 2) fromm the beginning (para. 4) say alot of nice things about (para. 5) made a mistake (para. 5) dismissing (para. 5) completely involved (para. 7) the detailed or complicated facts (para. 7) share or financial involvement ft a business (para. 7) Talking point Discuss these quostions in groups of three. ‘+ How much of Branson’s leadership style do you think is ‘ question of personality, and how muuch is @ question of technique? ‘+ Which things do you most admire about Branson's leadership style? ‘+ Would you like to work for him? Listening @Liston to Rachel Babington, Haad of PR at Disney Channel UK, talking about leaders and managers. Complete the notes at the top of the next column, using Lup to three words in each gap. Company background Disney Chennols cable TV networkrunby ‘The Welt Disney Company and started in 1982 ‘©ianey Ene Poe Gera Tasktip Before youtisien, read through the rotes and precict: ‘wha type ofinformation you wil need in each gap + what ype of words (nouns/adiectves, etc.) ¥ou wil NeSd, WEEOEELE HELL SLE LEEDS Ged leaders + have t + inpive aff Managers deal with the 2 1 hes te make the snes progress of leader ideas Greed leaders ako. + aed eng 00 Fo + are nat too involved whem working. vith 4 + give peel the 5 ‘their professional lives Grammar workshop Asor like? ‘Study the exairptes from the text about Richard Branson (e-d) and say which one includes as or lke in a ‘sense that . 1 means ‘he ts thet thing’ (eg. a brand builder) 2. means ‘for example’ or ‘such as’ 3 means ‘similar to’ 4 5 fs included in an expression which means ‘and also" can be used with adjectives or adverbs as a form of comparison a... anempire of 350 companies that includes Virgin Allantc airlines as well as ventures in other industries like telecommunications, trains, cosmetics and credit cards b_ Branson's skill as a brand builder is one ofthe reasons underlying his longevity as a business leader. reinforcing his good-natured, visible, jet-setting, billionaire reputation ~ a reputation Uke the reputation of the companies he owns. 4 Asmuch as you need a strong personality to build a business from scratch, you must also understand the art. of delegation. © poge 27 (Some meanings of as and ike)Vocabulary 2 Match these management expressions (1-7) with their definitions (a-g). 1 time management direct management of staff yA 2 quality management _b_howa company tiesto contol is brands and brand image 3 liemanagement |) ¢_ level between senior management and jor management 4 middle management 4 managing systems ina company so tha each department works effectively and J produces products ofthe requied standard 5 brand management / process of dealing with dificult situations with them 6 crisis management C {process of assessing and measuring possible dangers and evolving strategies re deal, & the skill of administering your time so as to work effectively, 7 risk management Managing staff Talking point 2 ‘Work in groups of three or four, Talking point 1 Your local Chamber of Commerce has asked you to Disouss those questions in small groups. investigate ways of motivating staff in local companies in ‘© What things can managers do to get the most from their order to produce a happier, more effective and more staff? productive workforce. Study these ways managers can ‘What typical mistakes do managers make when motivate staff: ‘managing staf? ‘= performance pay and bonuses © annual performance reviews/appraisal Listening ‘+ competitions for new ideas You will hear Rachel Babington talking about empowerment ‘empowerment. ‘working in teams © regular training 1 Befc listen, work with ‘and predict Boor youn, wrk wth pane ar resi hat are th advantages and savages of exch Add two or three more to the list, Usten and complete the notes on what she says, 3. Which would you recommend companies in your area using up‘ three words for each space. to adopt and which would you ignore? WHE OOOE FELL HOS LEGO Ss WHE SHE HE FELD HEE LEEDS ‘Eempowerment, ‘Managing people, Workers empowered. by: People need: + deciding their job's Toon + in the future to work towards + being given 2 of their job. + reasonable work pressures + a8 .. to help them progress. Changes in management style in last ten years, management has ork, changed at a3 Loadersandmanagers 17Getting started 1 Discuss these questions in small groups. 1 Which of the methods in the box do you vse most ej jeads the Way atten for communicating with colleaguest in 2 Does your choice depend on ‘+ who you ate communicating with? + the purpose of the communication? + something else? email one-to-one interview memo meeting haneiwaitten note notice on the notice board suggestion box aticein the in-house magazine informal chat phone call 2 What methods from Exercise 1 would you use to. Internal messages ‘communicate each of the following inside a company? Reading Informing office staff of 4 visit by senior managers (Yo. {Read the four intemal messages (a memo, an email, a are the office manager). ote and a notice) on page 19. Decide which of these 2. Reminding staff about the annual meeting to discuss the ‘statements (1-8) refers to which message (A-D). sales budget and sales targets next Wednesday morning. s i 1 Could you deal with this urgently? a 3. Asking for staff suggestions on ways in which production could be streamlined. 2 Employees can arrange how they want 0 puting i job is be change ino effec. 4 Informing a manager that his present job is being ange i transfered io another office in another cy ou arethe > ‘TWealsemy colsaguesaremaking considerable human resources director). 4 een . a problem a 5 Communicating the need for better timekeeping to ve got a techni. unpunctual staff (you are the team leader). 5_I’simportant to keep costs within the agreed limits, 8 6 Informing staff about changes in the way they will work This is where you can find further information, (you are the managing director). 7 We want to be able to check the types of problems 7 Asking your assistant to address envelopes and send ur clients are having, a letters {he's out at the moment and when he comes. 8 Working practices will undergo some o back, you'll be ina meeting). reorganisation. 18 internal communicationsA memo To: New Product Development Team From: Max Fauré ‘Subject: Timekooping To: JenniferLang From: Mohammed Aziz ‘Subject: Our phone conversation Door al "ve noticed in the last fow wooks thet a number of ‘eam members have been erriving late for work and, a8 a result, arriving late for our dally team meetings. This unfortunately means that: + the meetings themselves start late and as a ‘consequenca, we don't have time forall tho itomecon the agenda + valuable time is wasted while latecomers are updated on discussions and decisions, \'m very aware of tha hard work and long hou you are all putting in on this project, 80, rather ‘than speaking to the individuals concerned, ‘would ask you allto please make an extra effort with timekeeping, This will halp to ensure that the. project finishas on time and within budget. Many thanks, Max Hidonny, Good to tikto you on the phone this morning, and thanks for your LUsaful ideas. Here's a summary of what we decided. Let me know if you disearee or understood something different from tha points below! (customer-service staff to work helf an heur more Mon-Thurs and, have Fri pam. fre it ‘Mombers of existing tat to organite rota amongst themselves 20) ‘that there's one member of staff on duty on customer service desk fon Frip.m | will advertise and recruitone more part-time post to provide ‘extra cover at peak times. Staff 10 keep a computorised record, from now on, ofall customer ‘queries and complaints and the action they have teken. ew ‘Mohammed © note D notice ~ nm — ne tne to pen 61 rector: necting oringt 3 avins. Con't get my printer ty work: = pls ed yon print ont the envelopes for thee letters ony printer a post the lettews cap? Thank Jice 2 Work in pairs. Read these statements (1-7) about the style and match them to the messages (A-D).. ‘Some statements refer to more than one message. 1 None ofthese messages is written in a very formal styl, but this is the most formal. 2. 2. Some of the sentences in these messages are not complete sentences. 3. Theve are some abbreviations in these messages. 4 These messages use bullet points 5 6 7 ‘This is the only message which does not have a subject heading, This message contains informal punctuation. This type of message does not need to be addressed to anyone. Internal communications 19Writing 1. Work in pairs. Choose one of these tasks (1-4). Decide what would be the most appropriate format Tor your message (memo, email, note or notice) and writa your reply together. 1. Reply to the memo. Apologise for your poor time- keeping and explain the reasons for it (eg, heavy traffic). Suggest team meetings be held later. 2. You are Jenny: reply to the email ~ there are two points you think are not exactly what was agreed. Point these ‘out to Mohammed. 3 You are Carl: reply to the note - you printed out the envelopes, but haven't posted the letters. Give a reason. Also, the technician has fixed her printer. Say what was wrong. 4. Reply to the notice, You want to go to the coffee and chat (give a reason). Askif this is possible. 2 Exchange your message with another pair of students. Discuss how the messages could be improved. Useful language Thanks for your emal, ete Just bri note to say lat you know “There are a couple of things I'm not sure about: Do call ne f you'd tke to discuss this further. Apologies fr... This has been due to / this s because Vocabulary 1 Workin pairs. Decide what these abbreviations from the messages mean. 1 BW 4 cd 7 PA 2 mins 5 yr 8 CEO 3 pls 6 asap 2. Complete the phrases (1-9) used in written ‘messages with the words from the box. advance answer details hearing further good input know note reference 1 witn.refreic to your memo concerning taining courses in negoitng sl, . 2 no t our scustons this roming, it occur to me that 2 son talking to you onthe phone this morning and thanks for your very useful to this project. Internal communications Bt Uton anc decide AAs you probably end of this month and Busta brief... 10 say ‘Thanks for this information, In... to your queries Many thanks in... for your co-operation. Further... can be obtained from look forward to... rom you, | Don Grant will be retiring at the Grammar workshop Future simple or future continuous? 1. Read the four messages again and undertine the ‘examples of the future simple (will do) and future continuous (wil/shall be dolng). 2. Complete those rules for using the future simple and future continuous (1-4) with one of the phrases (a-d). The future continuous is often used ‘he future simple is often used ... The future simple is also used Stative verbs (e.g. know) are not normally used .. in continuous tenses, (o express a decision, promise or offer. to express the writer's opinion about a future event, to talk about future plans and arrangements, Say which of the verbs you underlined in the messages are examples of each rule. © aoge Bune © page 27 (Future simple or future continuous?) Advice for communicating with colleagues Listening You will hear four people at a training workshop giving advice on how to communicate effectively with colleagues. piece of advice (A-H) each speaker gives. A. Avoid internupting thelr work B Always be polite © Keep to the point D Be grammatically correct E_ Avoid over-formal language F Don’t send too many emails G Have an email routine H Send aclearmessage Lany: Maga Marina: ‘Therese: 2 Work in pairs. Which advice do you agroe with? Is there any advice you disagree with?Vocabulary (@ Listen to the revording again and read the transcript Printed at the back of the book at the same time. Find Words or phrases which mean the following. do something in a way that is too extreme stop working, usually at the end of the day walking into 2 room quickly, without being invited question polite behaviour having to work too much Writing 1 You all work In the same company. Work in pairs and choose one of these tasks (A-C). Task A Write a memo to your department: | ‘+ informing them about a change in working procedures which is going to be implemented ‘© explaining the reasons for the change ‘+ iqviting suggestions for further changes. Task B Write an email to your manager (who ison an ] extended business trip) | ‘+ informing him/her that you wish to apply for a post | in another department of the company i ‘+ explaining the reason(s) why you are applying, \ ‘+ asking him/aer to recommend you for the post. Task Write a notice to al stat * telling them about a big contract the company has landed ‘explaining why it’s 50 important thanking them for the part they played informing them that there will bea celebration in the office. 2 Pass your memo, email or notice to another pair of students and do one of the tasks below. (Before writing, decide whether you should use a memo, ‘email, note or notice to reply.) Task A Reply to the memo + saying that you think the change(s) are unnecessary, and explaining why ‘+ suggesting an alternative procedure, Task B Reply to the email + explaining why he/she isnot ready for the post + suggesting you discuss the matter together when you returm from your business trip. ‘Task C Reply to the notice + expressing congratulations about the contract ‘+ saying you will attend the celebration Pass your reply back to your colleagues, Talking point Itis often said that a good manager must be a good ‘communicator. Work in small groups and discuss these questions. ¢ How truedo you think this is? + How can managers lear to commvnicate better? ‘© What can managers do to improve communications within their organisations? Useful language ‘link here's areal nee fn comperies for Anothorrequrementohranegers One wecknoss which many managers nave is \Wineremeny organisation as. endo managers shou! Manogers haveto make sur that/ ensue that Another thing we shoud taka info consideration e Internal communications 24Discuss these questions in small groups. ‘© What is the function of the chair (or chairperson) at a ‘meeting? ‘+ What personal qualities should a good chair have? ‘© What things should a chair do to make sure a meeting ‘achieves its aims? ‘© Does every meeting need a chair? Reading ‘You will read some advice for people chairing meetings. ‘The advice comes under four headings: impartiality, assertiveness, steying on course and summarising. Before you read, discuss in small groups: what advice would you give about these four aspects of being a chair? 2. Read this advice for chairing meetings (ignore the gaps for the moment). Was the advice the same as yours or different? = | reel, reared 2 Chairingmeet CChoiing a meeting means ensuring tata meeting 1.8. i aims, The meeting should have been 2 nn fora specific purpose, and ll discussion a the "meeting must be conducted to ths end. These are sorme ofthe skis required: [nd |Achairan should ensure that al pitcpants have an ‘opportunity to express thelr point of view, (estore Ensuring that everyone gets a(0) 3...» wi almost ‘certainly involve stopping someone from dominating the Aeon The more 5 on the isue, the more likely Yyou are to require fmness,athough phrases such as think we should hear from Ms. Smith on this’ or Can we have some comments from the engineering department on this? should be sufficient in mostcases. Once you provide this opening, however, you need to ensure that ‘there are no interuptions while the next speaker has, their6 Se acueriscs Achairmust 7... the importance of each item on the. ‘agenda, and 8... time 0 each topic as required. f ‘one issue begins to dominate, the chair must take ‘control, You might 9....... 2 further meeting to discuss theissue ata later dat, or hat the main partes ‘concemed could continue the discussion at the end of the meeting. Grand ‘ummarsing can be used atthe end of a meeting to ensure that everyone has a cear 20... of what took place or what action is now required. tis a sil which is 11 fora chair and which requires active 12. ‘You have to state concisely what wes said and end with a ear stiement about whats expected tohappennet and what each patipant has agreed to do. v From hrxpiwunn.mestingwizard org3 Read the text again and choose the best alternative, A, B, G or D, for each gap. This 4 Compare your answers will heip you to study a number of useful collocations connected with meetings. with a partner and 1 A meets Biachieves © arives D manages discuss the following. 2A summoved —_B required called D gathered = Which do you think is, 3 A listening B attention © notice D hearing the best advice? Is there 4A procedure B proceedings © dealings D undertakings anything you disagree 5 A contentious _B argumentative disagreeable D quarrelsome with? 6 A speak B say € state D opinion ‘+ What training could you 7 A assess B advise © weigh D appraise give someone to become 8 A share B set © budget D allot 1 good chair? 9A suggest B advise € indicate D move 10 A insight B preview € hindsight D overview IL A valueless B invaluable € valued D priceless 12 A bearing B audition © attention D listening Key phrases for chairs 5 Jane, could you give us your... this? 6 So, if could just... up, what you think is that. Listening 7 Thanks very much for that. Now can we hear what You will hear five different extracts from business meetings where people are discussing problems. $1. Listen and for each meeting (1-8), decide which Problem (A-H) is being discussed. Meeting J: Meeting 2 Meeting 3: Meeting 4 Meeting 5: How to deal with a late paver How to improve timekeeping Whether a product is suitable Who would be the best person for the job ‘Which would be the best hotel to use How to treat a potential customer ‘When to hold an event ‘Why adeadline can't be met yw ro™mooE> Complete these sentences (1-14), used by the chairs of the meetings, with the words from the box. about break copy gat have look minutes other purpose sum summary to views what 1 OK, let's 46. started. 2 Has everyone got a........of the agenda? 3 Would anyone like to take ...... ,or shall we just keep a list of action points? 4 Thank you all for coming. The... of this meeting's wo other people... 10 say? 8 Look that’s all very interesting, but can we keep the issue in hand? 9 So, in a nutshell... you think is that 10 Well, we don’t have to decide on this today. Let's think ita it more and come back to it next week. IL Now, let’s take a five-minute .......and then start on point number 6, 12 So we need more information on this issue. Sandra, can YOU...» Ito it for the next meeting? 13 $0, 80 nus , We've agreed about where we're going 10 stay 14 Well, thanks all of you for your time. 1 think this kas been very profitable, and we'll meet again to talk about the ....... points on Wednesday 4th at the same time, See you all then. {$3 Listen to the conversations again to check your anewers. 4. Classify each of the sentences from Exercise 2 by waiting & numberin the table below. Chairing meotings BHolding meetings Speaking EE Work in groups of four or five and take turns to chair the meetings below. Each meeting should take about five or six minutes. ‘The chair should: ‘The other attendees should: ‘start and administer the meeting, ‘© study the agenda of the meeting beforehand ‘get everyone's opinions and give everyone a chance to speak + quickly prepare a few ideas or opinions. + keep the meeting focused ‘+ -make sure the meeting finishes on time ‘+ summarise discussion points or decisions when necessary. Meeting 1 You work for a large company. Your meeting is to consider the regional sales conference to be held next autumn. You have the following points on the agenda: | + conference location (somewhere attractive and enjoyable) + length of conference |. © suggestions for entertainment of delegates during conference. Meeting 2 Meeting 3 You work for a medium-sized company. Each of you i from 2 Your company is thinking of moving its head different department. The chair isthe raining manager. The ‘office. You are meeting to discuss this. Points on meeting isto discuss traning needs for next year. The points the agenda ace: on the agenda are: ‘+ where the new hea office should be located ‘training noeds for managers (city centre / near the airport, ec.) ‘+ training needs for other stait ‘+ design of the ofices (open plan, individsal + training budget (che company has a turnover of $2m and offices, ete) {gross profits of $2m p.a.). ‘facilites for staff which should be provided, Meeting 4 ‘You are all senior sales personnel. Your company is expanding rapidly. and you are going to take on new sales staff. Your meeting has the following agenda: ‘+ whether to recruit experienced sales people or train up relatively inexperienced sales people + the most suitable incentives for new sales staff, | Meeting You work for the sales department. An important customer is visiting the company next week. Your meeting is to decide: + where she should stay + how to entertain her ‘+ who she should meet when she visits the company. 24 Chairing meetingsVocabulary 1 Study these common words and expressions used in connection with meetings (1-8) and match the words in bold with their explanations (a-h). ‘Which meeting was the most productive? ‘Were any of the meetings totally unproductive? Which chair was most successful in making people stick to the point? 2 acomplete waste of time b- digressing misunderstand what someone was trying to say 4 Was anyone guilty of wandering off the point? results 5 Did anyone miss the point? express their opinion 6 Did any of the chairs lt the meeting run over time? fake longer than scheduled 7. Did all the participants get a chance to make their point? talk about the matter in hand 8 Did all the meetings have satisfactory outcomes? — h useful 2. Work with a partner. Discuss the meetings you have just held by asking the questions above. Summarising action points: i 2 Reading Tesk tip Checking writing for mistakes is an important business ‘though you have to find extra words in hes, the mistakes skil, Read this memo from a chair to participants in a ‘are at sentance level, 20 you should read the text santence meeting. In most lines, there is one word which should ‘by sentence, rather then tne by ine. not be there. Write the extra word in the space on the right. ityou think a line is correct, write correct in the space. 2 In future time, when interviews for posts in the company 3 The HA Department wll design a standard application form intending to ‘Many thanks for your contributions on these subjects. Amalia Fayed Human Resources Director Dear colleagues, Many thanks for attendingé the highly productive meeting held yesterday ‘and apologies also for letting itrun somewhat over time. !hope this did not ‘cause any of you to much more inconvenience. As promised at the end of ‘the meating, here is the list of action points and decisions which we were agreed on during the meeting: 1 The HR Director will lookinto the euitability of doing psychometric tests Writing Write amemo to your colleagues summarising the action points and decisions taken during the ‘meeting you chaired. Use to, __ thecorrected memo as a ‘model if you wish. To: Departmental Heads From: Human Resources Director Subject Meeting to discuss new recruitment procedures for all of applicants to management posi report you back at the next meting in NS within the organisation and jonth’s time, held, 2 trained interviewer from the HR department will chair the interview [panel and the head of the department concerned will also be at present. bo used by candidates for al posts at all levels in the company. i writing down to the Board of Directors change in company policy to the offect that all vacencies should, if possible, be filled up internally and that external applications should only be sought for if no suitable internal candidate cean be found. Cheiring maetingsDefining and non-defining relative clauses 1 Defining relative clauses are used o define what we ae talking about. They give essential infomation: ‘The contract which we want to negotiate will run for six years. ‘The relative clause (in bold) tells you which contract is being talked about, 1 Non-defining relative clauses give extra, non-essential information: ‘My contract, which I negotiated last week, runs for six years. You already know which contract - it's my contract - and which I negotiated last week does not tell you which ‘contract is being talked about. Both defining and non-defining relative clauses use the following relative pronouns: who, whom*, which, whose, where, when, why. There are differences in grammar: Defining relative clauses = have no commas = can replace who or which with that = can omit who, which or that when they are the object, of the clause: The contract we want to negotiate will run for sx years. Non-defining relative clauses 1m use commas (or pauses in spoken English) m= donot use that 1m cannot omit the relative pronoun (Weis the subject and the contract (wich) the object of the clause.) * whom is used instead of who when preceded by a preposition in formal written English, e.g, The person to whom you are referring is unfortunately no longer employed in this company. Write a relative pronoun in each space, or '-" ita relative pronoun is not necessary. 1 My company has introduced a strict dress code, which, ‘we will all have to adhere to. 2. The company ..... culture | admire most is Microsoft. 3 The new product launch, ..... we had all worked 80 hrard for, was a disappointment. 4, He had forgotten about the budget planning meeting, --ne feidentally is belng held in the boartiroom, tuti 7 The sales manager... let the company last month is ‘now working for one of our main competitors! 8 Our former sales manager... left the company last ‘month, is now working for one of our main competitors! 9 Heturmed the company around at atime ‘were going badly for us. _ things 28 Grammarworkshop 1 10 The woman... We Teally want forthe job is asking for rather a lot of money. 2 Join these sentences from an email about a report using a relative clause. 1 Thank you for circulating the report. You wroteiit. Thank: the. Wh _vouwrate, 2. The head of the department would like to discuss it swith you. Lwork there. ‘3. She would like several of the marketing people to be present at the meeting. You obtained their input. 4 Could you suggest a time? It would be convenient for us tomeet then. ‘5. Please pass my congratulations to Andy Drake. He did the graphics. 6 ‘Thereport contained a numberof statistics. 1 thought they were surprising. 7 Thad an interesting conversation with Maria Kalitza. ‘You included her comments in the conclusion, BoonSome meanings of asand like As You use as: to say someone or something is that thing, or has that function: He works as an accountant. She uses eral as a way of Keeping in touch with her friends. Can I give you some advice as a friend? b before subject + verb: Things happened exactly as Ihad predicted. © tomean ‘because’: ‘As Brian's away today, I'm going to chair this meeting. 4 asa preposition afier certain verbs, for example describe as, consider as, regard as: know it lost money, but it was regarded as a good investment at the time. ¢ ‘with adjectives and adverbs to make comparisons: 1's notas profitable as our other businesses. £ tomean ‘for example’ in the phrase such as: ‘Several producers, such as Repsol, have increased their prices, & with the same... as: You work exactly the same hours as me. Like You use like: ‘h to mean ‘similar to’: ‘Our company is like one big happy family! We just love working together! i. to mean ‘for example’: ‘Several companies, tke Shell and Repsol, have ‘achieved record profits this financial year. ‘Witte as or ike in each gap and write the correct meaning (2-4) from the box above after each sentence. 1 ..A®..someone who's new to this department, she'll need a bit of guidance. ...2, ~» You already know, we're going to close these offices and move to Prague. . 3. He was recruited into the company shooter. 4 Descsuns YOU, think that it's time to change. 5 Tean’t see any difference. ft looks just the same the previous model 6 It's just....... Thought ~ they've sent the wrong instructions! 7 Our company, business: a trouble- Virgin, is a privately owned 9 There are several sopects of our culture, NOt ‘wearing ties or having flexible working hours, which are quite informal. . 10 They closed the factory,...... it wasmo longer profitable... 1 This factory is often described ..... a showcase for good working practices in the region. Future simple or future continuous? You use the future simple: = in written English ‘The meeting willbe held in the boardroom at 10 a.m. = to make predictions based on our opinions He's highly ambitious, One day he'll be head of this ‘company. 1m toexpress a decision made at the moment of speaking (Oh, that's the phone! - Don’t worry, Ul answer it. = to make an invitation, a promise, or an offer Will you have lunch with me? TTll send you the report by Monday at the atest. Mk ask him if you're too busy. You use the future continuous (will + be + ~ing): t= to talk about a future event that is going on at a specific ime ‘No, youtcan’t use the boardroom tomorrow - they'll be using it for a board meeting all morning, totalk about a future activity which is the result of « previous arrangement ‘We will be showing some Japanese clients round the factory on Thursday afternoon. Stative verbs (e.g. appear, believe, contain, own, remember, scem, suppose) are not normally used in the continuous, ‘Choose the best form of the vorb in each of these sentences. 1 Toll staf: Javier Mutioz will be giving / wi-give a presentation on The Future of Solar Power in the ‘meeting room tomorrow at 12. Thope you can all attend, 2 She's not determined enough. I honestly don’t think she'll make / she'll be making it to senior management. 3 Infive years’ time, our factory in Mainz will produce / avi! be producing 50,000 units a yea. 4 Don’t worry about the design problem for now. I've talked to my colleagues, and we'll discuss / we'll be discussing it at a management meeting next week. Grammar workshop 1 aCustomer relationships Getting started 1 Discuss the following in small groups. Look at these aspects of customer relations and categorise them according to whether they are: 2 something companies look for in the relationship something customers look for in the relationship © both aftersales servico * information about * loyalty product updates * information about = cost savings future needs ‘personalised treatment 2. Brainstorm a list of activities companies can do to build customer relationships, @.g. publishing a ‘company newsletter. 3 Talk about the company you work for, ora company you know about. What methods does the company have for building customer relationships? Which do you think are more successful? relaticnships “ Problems with customer relations Reading 1. Work in small groups. Make a list of things that can go wrong in companies’ relationships with their ‘customers. Companies don't anower customers’ queries efficiently 2 Skim the article from The Economist. Which problems on your ist are mentioned in i? Doss it ‘mention any problems which aren't on your list’? eta doe WUE ela Companies are still failing to put their customers first by SHOSHANA ZUBOFE OU kor th fetal no wl XY, ose belie oy we ec es lac sen Seen ant pac elspa efor ns of nasey music, a voice tells you to call a different number thar ee ee ee oe any easier Vout he Po aap eG ce Fe tee rain oe Ceeunca are A alae eoasindividuals and firms, and that gap isthe nex big business ‘opportunity. People long for support to help them through lifes complexities and those moments when the promise of reliably rumssous. Everyone has stores of how fim fail give consumers the service they have promised. Managers talk of taking care of ccostomer relationships; che reality sche fantic woman, clashing from one airline ate to another, tying to get onto fight home and finding one canceliation afteranocher and “unpleasant, unhelpful seaft When firms cut costs, they offen ddosoin ways thar upset consumers: they put pressure on frontline sta who handle complaints, cutting the time each call-centre operative is allowed to spend on apacifying call; or they use customers’ data to pretend to an intimacy and understanding of their needs that does not really exist; and when they raise prices itis sometimes in ways that turn a good deal into a lousy one when something goes wrong. Promises, promises ‘Thedificulty begins with companies promising customers support thar they cannot deliver Electronic networks mean that firms cow know more about their customers than ever, before, so they believe that they can teat customers. as Individual, Meanwhile, customers expectations have ren: they want choice, reliability and to be Looked afteras individuals. Tiss after al, what the advertising premises. Every manufacturer chese days wants to offer sevice aba istinguishing characteristic; and every service buriness wants tobuild relationships with its customers, because itknows that ‘retaining existing customers costs far les than recruiting new ‘ones. But providing services rurns out tobe expensive and complex. Outsourcing services, whether a bank outsources its credit-card business or ahotelits reservations, ishander to ‘manage than outsourcing the manufacture of chips or tytes Besides, the prices of many goods have been falling; but the ‘east of services, including the helpdesk, continue to rise. And ‘the more reliable goods become, the fewer customers need ‘help~ and the more redundant (and expensive) the helpdesk seems to be. ‘Be does the solution really lie fn new corporate structures and new businesses, designed to support customers in trouble with theicaifine occomputer company? That depeads on whether consumers are wing to pay foe suppor. If they are ‘not —which many firms fear support will remain a cost with ‘no matching benefit, at constant risk of being squeezed. From The Economist 3. To check your understanding of the main points, read. the article again and choose the best answer, A, B,C or D, far each question. to criticise the speed at which companies respond to complain about unsatisfactory customer care to show the shortcomings of new technology to highlight the unreliability of some computer manufacturers 2. What does the writer say i the result of the difference between promises and reality in the second paragraph? ‘A Customers no longer trust the companies they buy from. B Consumers now have low expectations of customer service. © There is an opening for businesses to exploit. D Companies and customers are unable to cope with difficulties when they arise 3. What effect do budget cutbacks have on the way companies service their customers? A. Less personal attention is given to customers with. problems. Products become more expensive than before. © Companies misuse private information about their customers. D Products become more unreliable than before 4 What i the effect of new technology on customer, relationships mentioned in paragraph 4? A. Customers expect more from companies than is reasonable. Companies use advertising to mislead their customers. Companies treat each customer differently D Companies think they can offer a better service than {s in fact possible, 5. What incentive is there for companies to provide a customer helpdesk? ‘A Customer helpdesks permit companies to provide better services than their competitors, B Customers increasingly require aftersales service when they buy a product. C Customers are prepared to pay extra for after-sales service. D Keeping the customers they already have happy is, more cost-effective than firing new customers. 6 Inparagraph 6, what does the writer imply would be the benefit to customers of closing the helpdesk? ‘A. Asource of irritation with the company would be removed. B The company's products would be less costly. © Companies would find alternative methods of dealing with customer problems. D Companies would make their products more reliable. gou> B c Customer selatienships 29Vocabulary Complete the following sentences with a word or phrase fa from the article about giving people what they want. 1 Ifyou have difficulty installing your new software, you should ring the manufacturer's eladeak. . (para. 1) 2. Yournew computer wa... 0 YoU this morning, £0 it should arrive in the next couple of days. (para. 1) 3 Our company’s products have an unrivalled reputation: for nv. « However, if they do break down, we promise to replace them immediately. (para. 2) 4. One of the duties of our customer-service staff sto ‘customers’ complaints. (para, 3) 5 Our marketing budget is directed at .. existing clients more than at recruiting new ones. (para. ) 6 We can reduce our exposure to risk by... many of our services to other companies, (para. 5) 7 New computerised data-collecion systems have made ‘more traditional systems (para. $) Talking point Discuss these questions in small groups. 1 What are the implications for businesses of these statements? a The truth is that not all customers are equally valuable to your company. The well-known 80-20 rule of business says that 20% of your customers will account for 80% of your sales ~ or even more ‘tn some industries. One study indicates that it’s five to ten times more expensive to gain anew customer than it is to retain an existing one. Other studies show that increasing customer retention by just 1% can produce an 8% increase in profitability. ¢ Domino's Pizza tells its ‘franchisees that the lifetime value of the average customer is more than $1,000. So when that customer says he doesn't like his ‘10 pizza and wants a new one free, the lifetime-value formula is simple: make him another pizza. 2 is often said that ‘the customer is always right Is this true? Why? / Why not? 30 Customer relationships Customer Relationship Management (CRM) Listening ‘You will hear an interview ‘with Boris Stulov, a lecturer from a business school, about Customer Relationship Management. 1. Before you listen, read the notes and decide what sort of information youneed to complete ‘them, Listen and complete the notes by writing up to three words in each gap. we Wb SOOSSe CHLE SRE LEEDE Cestomer Relationship Management (CRM), CRI Ic integration of rorkting lad srs ‘erties natin a aration epee: tonic 4 of entoner reltingip. CAM pict li Cony te iffrent fom 2 Central CRU we Rey er nce + Marketing donction lest toners ged psn sestabicastiat 4 + Sls atte prover sporting the 2 teen + Cater ence ees eaten tem there ‘bile cactomer 6 as) CRM often delered fF rou othe a, fernitng efficent conmiatin beeen vert Talking point Discuss these questions in small groups. 1 From the article on pages 28-29 and what you have just listened to, what do you imagine are the shortcomings of CRM systems? 2. When do you think computer databases are better at predicting customers’ comments and needs, and wien {s this done better by sales people on the ground? 3. What information do you think itis acceptable for ‘companies to keep on their databases and what information is not acceptable?Reading ‘| Skim the extracts below fairly quickly and note down all the ideas for how CRM can be used by companies. 2 Work in pairs and compare what you have noted down, A Customer relationship management (CRM) isa business strategy that helps a company integrate itself and forge a tight connection with the customer. The promise is that by using technology and hhuman resources strategically, businesses can transform ‘themselves into the proverbial fiiendly general store - ta provide ‘the same levels of customer sevice that were typical decades ag. But the goal goes beyond simply satisfying customers. While providing customer service, clever companies are aio gathering ‘data on their customers buying habits and needs, then storing and analysing that data and using it to improve products a services as wel as management police, with the ultimate aim of turning consumers into customers fr hie eu Saeki From Darwin Magazine Unfortunately for telecoms companies, how they handle even the most general customer queries remains the cause of the most dissatisfaction. Consumers’ greatest angst s one of astounding simplicity that customer care representatives do not have all the required information tohand. According to. our research. 87% of operatorssaid hill inquiries were amongst the top three most common, «queries they recelved. The implication is that companies need to urgently reassess their customer-care and billing spstems to address this significant shortiall in delivering Lpstor date information tothe customer. “The customer ig more interested in service than the techaology that delivers It, By reversing the current sdssatistaction in the telecoms industry. companies can. really begin to address their profit margins and secure their future. From Communications Week International From ClO Magazine ‘Our view of customer-based strategies suggests that ‘companies should organise around customers rather than products. A bank should not have one manager for checking ‘and savings account, another for investments and a ti for cre card. Such an organisational structure makes cifcult ‘o-comprehend the total value ofa customer and therefore ‘can't capture important opportunities suchas crst-sling. Businesses should have customer managers, not product managers. From Optimize 3. Read these statements (1-8). Which of the five extracts (A-E) does each statement refer to? 1 By changing management organisation, companies can sell a wider range of products to the same customers. ., 2 CRM combines customer care with consumer research, 3 Itis amistake to reduce spending on customer relationships when money is short. 4 CRM should be seen as a long-term activity. 5. “Technology can be used to create a similar relationship with customers to one that existed in the past. 6 The ultimate purpose of consumer research is to create a Jong-term relationship with the customer. 7 Consumers give prictity to quality over processes. 8 Companies concentrate too much on product innovation and not enough on attracting new customers, Talking point Work in groups of three or four to do the following task. Your company has deci¢ed it needs a Customer Relationship Management strategy. You have been asked to decide how to implement this strategy. Discuss and decide together: ‘+ how Customer Relationship Management can make a ‘company more competitive + how companies can reorganise themselves to improve their customer relations. Customer relationships a2 2 Competitive advantage Getting started 1. Workin groups. Combine the words and phrases on the left (1-7) with the words on the right (2-9) to form ‘lemonts which give companies an advantage over a proven rack a Identity being one step ahead of the b management clear brand © money the competition. competitive Ke prices 2 Explnoweachoftethings nxn cangve 5 SOME eatin fret company en advantage over th conpatiion goat f Sonwettion Which do you think is the most effective? Submitting tenders Listening Public organisations which require private companies to carry out work for them usually organise a competition to find which. ‘company will do the best work atthe best price. 1. Youwill hear a consultant engineer, Wiliam Brook-Hart, talking about what gives his company, Gifford Engineering Consultancy, a competitive advantage. Before you listen, match the words and phrases (1-8) with their definitions (a-h) 1 atender 4 amount of money paid for a particular piece of work 2 procurement >) b computer program, used especially in business, which allows you to do financial calculations and plans 3 toassess detailed description of how something should be done, made, etc. 4 toitemise C—d_aformal written offer to do a job for an agreed price 5 specifications € the obtaining of supplies or services 6 fee f tocompete against other firms by offering to do a job or contract for a certain amount of money 7 spreadsheet tojudge or decide the value of something 8 tobid 1h tolist things separately 2 Read the notes below and decide what sort of Company background ii information you need in each space. GifordEnginearing Consuitancyisan «Gifford engineering and design consultancy employing 600 peonie, (NN based near Southamaton, UK Listen and compiete the notes by writing up to three words in each gap. Whi bos ee Hebwsod LEEKS Prosees ve clients interested in Finding 1 at cheapest price. Chanpnct santract not name the best 2 Gifford decnshrote axeellense though: + excelente of their + track recerd obtained from 4 Competitive adventageSpeaking 1. Work alone for two or three minutes. Prepare to give a short talk (of about ‘one minute) on the following topic. How does the company you work for (ora company you know well) achieve a competitive advantage? 2 Work in groups of three and take turns to give your talk. Task tip * Make brief notes with about three ‘mann points. + Thinkcaf examples orreasons to support your points ** Lookcat your partners mare than at your nates when you are speaking. Discuss which is more important to clients and customers: price or quality? Reading 1 Read this account of how the JJ Group prepares tenders and briefly, in your own words, answer these ‘questions. How does the JJ Group avoid submitting tenders for the ‘wrong contracts? How do they find out about contracts? ‘Who works on preparing the tenders? How do they co-ordinate their work? How do they set their price? Complete the text by writing one word in each gap. Task tip + Gap-fling exercises hep you o focus on grammatical dota + youcan't thin ofthe word, decide what type of wor you need —prepostion,oronoun, modal vet, et. + Tha contest important, 0 rac the sentences eter andar the gap. 3 Find these words (1-8) in the text and then matctt them with their definitions (a). dedicated > 2 good understanding of someone and ability to communicate well with them, 2 resources i particular way of considering something 3 tracking beginning 4 outset L choose to work on a particular job 5 allocote designed for just one purpose 6 rapport {measure the quality of something, by comparing it with something else of an accepted standard ‘money and people recording the progress or development of something, benchmark —g. perspective h Company background “The JJ Groupis aul service agency based in Oxioré, UK pp How the JJ Group prepares tenders wo years ago, we 2 SEE. up a dedicated team toco- dinate tenders 2... partof our srowth strategy. ‘We beaan by reviewing tecent contracts, analysing revenue vers costs We aso ideniie which mare! sectors and company types we wanted to target. I's ‘nnportant tae specific 3... ou don't waste resources, chasing tenders that don't it overall busines objectives. There are lots of ways to ind out about canracts. AS vet as af retevat felon od an ontine too! for’ the outset of a tend always allocate the business 6... we the tender docum From hitpyivw busines: Compottive advantaye aing contracts Tasktip Listening + Take abouta minute to ead the ‘You will hear William Brook-Hart talking about how Gifford Engineering Se Consultancy wins contracts and sets prices. 1 Before you listen, discuss the following in pairs. + Concentrate on the questions rather than the options while you are reading, ‘= Concentrate on the options write How can innovative designs (such as the ones shown below) give an engineering ou istening, company of an architectural practice an edge over the competition? West Bay Harbour, Dorset Vocabulary 1 ‘There are many phrasal verbs connected with business, although they are generally used in more informal contexts. 1 Match these phrasal verbs (1-8) from the two listening exercises inthis unit with their definitions (a-h). 1 bid for add up to 2 comeout with ) b approach the problem 3 come to © calculate 4 goabout 4. offer to do some work fora particular price 5 g0for © prepare/organise 6 puttogether £ produce 7 teamupwith —g._trytoget 8 workout hh work together with Competitive advantage 18:2 Listen and, for each question, choose A, Bor. 1 How were Gifford given the contract for the Gateshead Millennium Bridge? ‘A They had a well-recognised brand. B They had worked on previous projects for Gateshead. C They competed successfully against other firms. 2. In what way has the bridge project benefited Gifford? {A They have been able to reduce their promotional budget. B They have improved their reputation worldwide. © They have gained valuable experience in bridge construction, 3 How do Gifford find out about large new public projects? ‘A They read about them in a periodical. B They are approached by potential clients. C They have personal contacts inside public organisations. 4 How are prices set on a ‘top-down’ basis? A by charging a fixed designer's fee B by estimating the amount of work involved for the designer C by charging a proportion of the total value ofthe project 5 How are prices set on a “bottom-up” basis? ‘A by estimating how much the client would be prepared to pay B by adding up the cost of all the work involved by charging less than your competitors 6 How do companies meet the costs of unsuccessful bids? A. The costs are paid by income from successful contracts. B The costs are shared with other consultants. CC The costs are not recovered.2 Complete these sentences using the phrasal verbs from Exercise 1 in the correct form. The sentences are all taken from the listening exercises. 1 Ifyou .92.f2F, the lowest price, you may not get the best value for money. 2 And Gifford new concept for a bridge. How do you or Gitford's So you'd 3 getting new contracts? 4 5. How many of the contracts that you 6 alleading architectural practice, Wilkinson Eyre and Associates, and jointly we a completely all the time on a spreadsheet from the bottom up and see what it do you expect to win? 2 proposal or bid must be expensive and time consuming. Grammar workshop Speaking hypothetically 1. Study this extract from the interview and answor the questions below. Interviewer How many of the contracts that you bid for do you expect to win? We'd expect to win about one in three, one in four of straight competitive bids where we're ‘competing against maybe six other similar consultants. And we would hope to achieve that rate, William 1 Which verbs are in the conditional? Why does William use the conditional in this context? 3. Which other tenses are used by William and the interviewer? 1s William talking about past, present or future time? 2. Complete the dialogue below by putting the verbs in brackets into the conditional where possible. Where itis not possible, use a present tense. Interviewer How does your company react when you 1 dons land, (not land) a contract? Interviewee Well, it2....... {nor happen) too much to us actually, Dut We 3...» (have) a very good marketing director, who, if necessary, 4 (approach) the potential client in a very diplomatic way, and he § ..... (ask) the client what it 6... (Be) that we are doing wrong. We 7... (hope) that this 8 a give) us a clue so that, the next sme, we... (manage) to get the contract ourselves. Our company 10 (rely) on building rapport with our target customers, 30 WE IL... (do) alot to ‘maintain good relations with them, © page 44 (Speaking hypothetically) Vocabulary 2 Collocations are words which are often used together, ¢.g. aise prices. ‘Complete these sentences using the verbs in the box in the correct form. They all contain collocations which have occurred in his unit. assess compete caver devote establish 90 itemise submit 1 How do you go about 482268". the valueof a contract before... your tender? 2 We ou Jot of time to building relationships with important private clients. 3. With our costs, it's sometimes difieult 10.......0n price, 4 Ifyou don’t... costs, you will almost certainly out of business eventually 5. We......all the work we have to de ona contract; we find this is the best way to .......a fair price. Talking point Work in pairs, Imagine you are the sales and marketing directors for your company (or a company you know well). 1 Discuss how you would go about establishing a price for your products or services. 2, Which other members of your organisation would you need to involve in your decision? Tasictip Before t, ook back at the ea ope eee nena ‘ft during your discussion. Competitive advantage 35A proposal Getting started Discuss these questions in small groups. 1 Why might a company decide to extend or diversify its product range? 2 When should a company decide not o extend its product range? Think about + extensions of the same baste product + competitors’ activities + diversification and market changes + the company’s sis base Extending the product range + brand identity ‘+ marketing and product development costs Listening + company expansion versus specialisation ‘You will hear a conversation between Devika Chowdry, CEO of a dotcom company, and Naseem Bakhtiar, the compaty’s marketing manager I 61 eter and comoiete tne notes Nasoom took during ~s the conversation. HERETO ECE ee EEO eRe COE TE Proposal Tobe read by Subject of propasok. extending aur 2 Main veason for new activity. demrard for $ Aso inengse in proposal. + reasons for aiding to pradket range 94 on 1 0g stock-contral tools, online ordering applications, etc Bon fe staFh, ote 6 ) Deadiine, 7 weds thy Discuss these questions with a partner. What information should the proposal include? Who is yoing o read it? Should it be in a formal or an informal stylet ene 36 ApproposalReading 1 Read Naseem’s proposal below. Has he covered all the points in Dovika's instructions? (ignore the gaps at this stage.) Proposal for adding to our product range + Purpose im o!thisproposalis to suggest new products we could cur esting predict ringé and t0 1... ways ‘which the products could be developed Ourcurrent product range tthe moment, cur company produces accounting stare forarl rota outlets, the purpose of which is totake manegersofsmal businesses 2... the Hoces80f producing legally acceptable accounts step-by-step while st the same time producing VAT returns and, whore necassary, the payroll 10 ‘The need for new products Whale we anow from tne fesdack that we ale achieving high lpvels of customer... with ourextsting Froducte, we 18 havetorecognise that wo operateina dynamin ewtly changing market Furthermore more extensive racket roczarch among cur ents has unceverod, for compatible software to perform stock-Conttol and orden functions 2 Inorder to focus on the vocabulary of the proposal, read it again and choose the best alternative, A, B, CorD, for each gap. discover Aover Aheppiness ‘Ademand A presently Amatching Alfirst Ainput Aroom 10 Acary wovauaune 3 Study Naseem's proposal and discuss these ‘questions with a partner. What do you notice about the layout of the proposal? 2 Does the proposal have an introduction and a conclusion? 3. Which is more important in the proposal: the current situation or discussion of future activity? 4 Isthe style formal or informal? Find examples to lustrate your answer. 2 Resources ‘Our programmingsiepartmont §...... employssic systems inginosts and producestegtar upsates forcxicting roducis while... ther ta suit individual ens. Although two engineers could beassigned tou 25 development of the new programs, i would robably be neDeesary to rect! two further engineers fr the nev peoject teaen Tig, in tum, would gtus nce to higher ovesheade ani tr oss, perticulaly fr salaries and equipment Tenvisage that the 7... rOject wil Take 18 months, Dot 90 atthe endo! that period wll generate profits which wil sty thes Omner costs Apart fom the recruitment requirements mentioned above, ‘he enlyextta cost {have identified in connection with this 85 projects a requirement for extra office ®..0. 10 ‘accommedate the project team. Since the new products are being developed in response todemand from our existing. slionts,| do not oresae extra marketing costs at chs stage Recommendation 40 [therefore recemmand that we 10 ‘sconasis convenient, with tieproject aa B search Oiaemity D underline B into © across D through B interest satisfaction pleasure B request € necessity interest B actually meanwhile D currently B tailoring € fitting D meeting B initial € entry D introductory B down payment —€ output D outlay B sections © space D capacity B engage € provide D proceed Vocabulary 1. Match these linking words and phrases from the ‘proposal (1-8) with their meanings (a-o). 1 atthesame time (line 9) a also 2. while (line 13) although 3 furthermore (line 16) © asaresult (09) 4 inturn (line 27) because 5 apart from (line 33) © forthis reason 6 inconnection with (line 34) fin addtionte 7 since (line 36) & related to 8 inresponse to (line 37) 9 therefore (line 40) Apwopossl 372 Complete these sentences using words or phrases from Exercise 1. You will need to use one phrase twice. 1 Since... our profits have fallen in recent months, it is unlikely that we shall be able to reinvest so much in new marketing initiatives. 2 ‘we have met our targets in al of the last five years, this year we look likely to fall short by half a million euros. 3 Interest rates have sisen, and this hhas led to an increase in the price of components. 4. The purpose of this proposal is to suggest a restructuring of our marketing department and to propose new marketing strategies. 5. There have recently been a number of errors in dur stock-control system. ‘we should seriously consider implementing a computerised system. This will reduce staff costs. 6 We're introducing a flexible working system requests from @ number of staff. 7 Our sales force is looking rather depleted just now: two senior sales managers retired earlier this year and, this, several other sales staff have transferred to our overseas offices. 8 Unfortunately there have been a number of complaints vow Our latest advertising campaign 9. We need to launch new products. » these products need to be tailored to suit the needs of individual customers. 3 Find words or phrases from the proposal which Compound nouns are very common ia business mean the following. English, eg, product range, software solutions, 1 present/eurrent 5 money paid to employees busines tareups. 2 find 6 improvements 3° shops > cnete In this case, a noun or a verbs sed as an adjective | 4 tax declarations 3 expect describe the noun which follows, e.g. managing | | director (the director who manages), Internet service | provider (a company which provides service for the Grammar workshop Internet), The compound element, e.g. product, managing, etc. 1 Compound nouns usually follows the rules for adjectives: } 1. Write compound nouns to express these ideas. Then + Itgoes before the noun. ‘check your answers by reading the proposalonpage ——=—«*-‘Its normally not plural (exceptions to this are 37 again ‘tems 1 and & in Exercise 2 below). 1 range of products product. range. — — — 2 software used for accounting , 5 eda teice 2 Write compound nouns to express these ideas. 4 products which already exist 1 ‘manager responsible for the services provided to 5. the satisfaction which clients feel customers (three words) 6 research which is carried out on the market box where suggestions can be placed (two words) 7 requirements for recruitment pay you receive during your holidays (ewe words) 8 costs incurred by marketing ‘management of resources (two words) satisfaction a person feels from doing a job (two words) process of selecting candidates (three words) response from clients (two words) procedure for dealing with complaints (two words) © page 45 (Compound nouns) 38 ApropasalThe passive {In formal business writing, such as proposals and reports, the passive is commonly used because itis: + more impersonal (and therefore more formal) * often not important or necessary to say who Is doing or who did something, ‘The passive is formed by the verb tobe + past participle: The product was lannched in January of last year, This product could be sold at twice its present price. Remember: the passive is used more often in formal ‘writing, but itis not used all the time, Rewrite the phrases in italics In these sentences using @ passive form. (Be careful: you may have to make a number of other changes.) 1 The market research, which we curried out in Liverpool between May and September, revealed that we could raise the price by 50% with only a 5% loss of market share. 2. They have interviewed 27 candidates forthe job, but they don’t consider any of them o be sultable. 3. We received your order the day before yesterday, and we hhave just dispatched the goods, so the shippers should deliver them within the next 24 hours. 4 Wewill not supply you with any more goods until you ‘have paid the outstanding invoice, Writing a proposal Reading Complete this email by writing one word in each gap. Netalie Bowes r9th May Francesca Jimenez Subject: Finding now markets Dear Francease Further 1.82. our discussion last week, thiakit would be a 00d ideato2.... ur ideas about investigaling ew markets forour products a sage further, especially se we've 3 expressions of interes from diseibutorsin other pasts of the country, {de grateful therefore, 4 yourcould writes proposal for this activity... weeould thea putto other managers for hele reactions (6... your proposal please include: + reuons for retarching new markets + the types of market we might break into + bowitheresearch should be7 + theresources which willbe needed for earrying Bote revearch your recommendations ook forwatd to having yourideasas9. Many thanksin 10 Natalie Writing 1. Write the proposal outlined in Natalie's emall above. Before you stant, work with a partner and do the following. ‘© Underline the points in the email that you must deal with in your proposal ‘+ Decide what details you must invent in order to write the proposal, eg. the type of company you work for, what new markets you should research, etc. ‘© Decide what sections and section headings your proposal should have, and write a plan, ‘+ Discuss what ideas you can express in each section and include these in your plan. 2 Compare your ideas with the rest of the class. 3. Work alone and write your proposal, following your plan. You can use the proposal on page 37 as a model. 4. When you have finished writing, spend some time ‘chacking wnat you have written to improve it and to correct mistakes. Aproposal 33Presenting at meetings Getting started Discuss those questions in small groups. ‘+ Who do you think eats more ice-cream in your country: children or adults? ‘© Which are the dominant brands? Are they local, national or multinational 4 The Chinese ice-cream market Listening ‘You will hear an extract from an Export Department meeting at Helsingor Foods, 4 Danish ice-cream producer. Catalina (Cat) i giving a presentation ther manager, Nils, and to Paul and Tanya, European sales managers based in London. 1 Before you lietan, discuss in small groups: What do you Imagine are the ‘opportunties and dangers for a company trying to break int the ice- cream market in adtferent country? 182. Listen and complete these notes with up to three words in each gap. BEL ROOE + inet ou fash yenrs 25 billion yonn (€2.tbm) ae ee 1 + Five companies have 522 of 3 (308 foreign compasios; 22% national eomparies). + erage 4. of ioa-eream: fitre per eapita Coomphved with 23 litres im USA) + Largest national producer, Yili, supe if plans to: = horease 5 = redt6e 6 ~ tailor products +27 + Toenptave market shave, ail companies have been involved in a8 + Min product's east +2 ya (10-20 cents) 40 Presenting atmeetings3. Complete these charts by labelling the gaps (1-6) More on the Chinese market with information from the notes in Exercise 2. Chott gc Speaking [ot value: 1 Work in pairs and together study either File A or File. presentation again and decide what features of her (Char 2 - chins: § presentation you can use. a 2 Change partners and work with someone who. Ee studied the other file, Take turns to present your 3° information to each other. “e 3. While you are listening to your partner, take notes and think of a question to ask at the end. OU Shans "ayes Syeae * 2ye08 Lat Soe meager Useful language 4. Decide whether these statements about Catalina’s ‘Structuring your talk presentation are true or false and say why. (You can Iimgoing tormake toa main points. The fest ones 100k at the transcript for track 15 at the back of the The market has boon growing for two reasons: frst, ook) “There ar three factors to be taken into account. The fst | ghesunsterpreraonwihabiefinadicion | note prt naar, 2 She speaks ina quite formal style The second thing ike to pont outs 3 She uses formal vocabulary. Fal. 4 Atthe end of her talk, she offers conclusions. ‘And my third and final point is 5. She structures her talk, so we know where she has reached in her presentation. 6 She makes clear which part of Paul's question she's answering. China: umber cfieecream China numberof ice-

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