You are on page 1of 40

NATIONAL ECONOMICS UNIVERSITY

FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH


---- ---

INTEGRATED SKILLS SUPLEMENTARY EXERCISES

Hanoi, July 2013


1

Table of content

UNIT 1: COMMUNICATION.......p. 3 UNIT 2: CAREERS.........p. 7 UNIT 3: EMPLOYMENT...........p. 9 UNIT 4: IMPORT EXPORT.......p. 17 UNIT 5: MARKETING......p. 19 UNIT 7: COMPETITION.......p. 22 ANSWER KEYS:.........p. 33

UNIT 1: COMMUNICATION
2

A. Talking business: Read this dictionary entry. Why do you think the original lingua franca developed? Lingua franca: A language that is adopted as a common language between speakers who have different native languages. Originally it was a mixture of Italian with French, Greek, Arabic, and Spanish. It was used for trade in the Levant (the eastern part of the Mediterranean). B. Vocabulary: Exercise 1: Match 1-8 with replies a-h below to form pairs of exchanges from telephone calls, as in the example. 1. I dont know the times of the trains. ..e.. 2. Would you like to leave a message? 3. Im afraid I cant hear you. Its a really bad line. 4. Simon Green speaking. 5. Id like to speak to Mr. Moore on extension 868, please. 6. Can I speak to Julia, please? 7. Im sure hes there. 8. I cant find her number anywhere. a. At last Ive been trying to get through to you all day. b. Have you tried looking it up in the phone book? c. Hold on, Ill see if shes here today. d. Yes. Could you ask him to call me back, please? e. Dont worry, Ill ring up the station. f. Thank you caller, Im putting you through.
3

g. OK, Ill hang up and try again. h. So am I, but sometimes he wont pick up the phone. Exercise 2: Match the phrasal verbs in italics in 1 a-h to definitions 1-8 below, as in the example. 1. connect: to put someone through. 2. wait: 3. answer: ... 4. put the phone down / end the conversation suddenly: . 5. return a call: 6. search for a word or number in a book: ... 7. phone: 8. make contact with: Exercise 3: Underline the correct alternative in italics, as in the example. 1. Ill write the appointment in my agenda / diary. 2. Wed better fax / photocopy the form directly to them. 3. Theyve got a wonderful e-mail / website; you really should visit it. 4. Mobile / portable phones arent permitted in this restaurant. 5. My computer monitor / notebook is so light that I take it everywhere. 6. Ill e-mail / voice-mail the details to her straight away. 7. Id like this memo / screen to be circulated to all departments. 8. We use a motorcycle courier / mail service for delivering important documents to clients.
4

(Source: Head for business Intermediate Students book) C. Skills Importance of language in business D. Revision: Crosswords Read the clues and write the words downwards in the puzzle. What is the hidden word which goes across the middle of the puzzle to make number 12? 4 . 2 1 . . . . . . . . 3 . . . . . . . . . . . . . . 5 . . . . . 6 . . . . . . . 7 . . . . . . 8 . . . . . . . . . . 1. 2. 3. 4. 5. 6. 7. 8. 9. I ..... the documents you requested. We send in]tra-office ..... which are less formal than letters. We sometimes need to write letters to suppliers in order to ..... about poor quality goods. We often have to send ..... about our company to new and potential clients. Do not forget to put the ..... at the end of the letter. We would like to draw your ..... to the enclosure. If you have any queries, please do not ..... to contact us. Letters which contain professional ..... need to be very carefully worded. In a letter you must include the name and ..... of the person or company you are writing to.
5

10 . . . . . . . 11 . . . . . . .

12__ ____ ____ ____ ____ ____ ____ ____ 9___ ____ ____

10. Many people have an illegible ..... It is the reason why their name is typed underneath. 11. Many letters include a ..... (an initial and / or a number) for internal filing and retrieval purposes.

UNIT 2: CAREERS

Exercise 1:
Jobs Crossword:

Across 1. Somebody who plays an instrument. 3. Someone who grows crops. 7. Somebody who fixes teeth. 8. A person who serves food. 9. Someone who fixes cars. 13. Somebody who catches criminals. 16. A person who plays sports. 17. Someone who stars in a movie. 19. A person who sings songs. 20. Somebody who helps sick people. 21. Somebody who flies airplanes. 22. A person who does experiments. 23. Somebody who teaches. Down 2. A person who helps a doctor. 4. Someone who delivers mail. 5. Somebody who helps sick animals. 6. Somebody who puts out fires. 9. Someone who digs for metal ore in the ground. 10. Someone who cooks food. 11. A person who paints pictures. 12. A person who protects a country. 14. Someone who cleans buildings. 15. A person who makes computer games. 16. A person who goes to outer space. 18. A person who tells us the news.
22 23 19 20 21 14 15 16 13 8 9 10 11 12

17

18

Exercise 2:
Jobs Crossword: Across 2. A person who does experiments. 4. Someone who stars in a movie. 5. Somebody who flies airplanes. 6. Someone who cleans buildings. 8. Someone who digs for metal ore in the ground. 9. Someone who cooks food. 12. Somebody who helps sick animals. 15. Someone who delivers mail. 18. Somebody who helps sick people. 19. Someone who serves people on airplanes.

1 4

5 6 7

10

11

12

13

14 15 16 17 18

19

20

21

22

23

20. A person who tells us the news. 21. Somebody who plays an instrument. 22. A person who sings songs. 23. A person who paints pictures.

Down 1. Someone who builds houses. 3. A person who protects a country. 4. A person who plays sports. 5. A person who makes computer games. 7. A person who helps a doctor. 10. Someone who grows crops. 11. A person who goes to outer space. 13. Somebody who teaches. 14. Somebody who puts out fires. 16. Someone who fixes cars. 17. A person who serves food. 18. Somebody who fixes teeth.

UNIT 3: EMPLOYMENT
8

A. READING COMPREHENSION How employers can gain net benefits? When it comes to recruiting graduates, clever firms are not just interested in how to attract the best candidates, but also in how to keep them. (a) ....... . These tests can be used right up to the interview to make sure that only the best candidates get through to this stage. (b) ....... . In fact, few companies ask for them these days because they are promotional tools and are, therefore, difficult to assess. He says that with the increase in Internet use, recruitment using computer testing is a growing and inevitable trend. In the States, Macys department store takes on hundreds of extra staff at peak season. It already selects the best candidates through computer testing (c) ....... . It also finds out how candidates might react in certain situations. The test is then marked by the software, and if the candidate is successful, his /her computer gets in touch with the right person at Macys to arrange a personal interview. However, there are some drawbacks. For example, an applicant who has no personal skills could get a friend to do the test. (d) ....... . Like the employers, students too can see the benefits of using recruitment methods available on the Internet. (e) ....... . Nevertheless, many still feel that it is important to go to traditional recruitment fairs. Here they can actually meet people who have been through the recruitment process and have managed to get jobs with their chosen companies. 1. Read the text about recruitment on the Internet and complete gaps a-e with sentences 1-5. 1. Graeme Wright, a human resources expert, wonders if CVs are necessary when a machine can interview the best candidates. 2. But as the test leads to a final interview, lying like this is simply a waste of everyones time. 3. Their computer test asks candidates questions like: Why did you leave your last job? and then it responds to the answer. 4. One student says that it enables graduates to see lots of different options without having to send off for application forms, which can take a long time. 5. One way of doing this is by using selection tests on the Internet which will identify unsuitable applicants. 2. Study the words and expressions in their context and tick the correct definition. 1. recruiting graduates a. teaching students how to do something ...
9

b. employing people who have just finished a university course ... 2. an inevitable trend a. an unattractive fashion ... b. something that is sure to happen ... 3. send off for a. ask for something to be sent by post ... b. dismiss somebody ... 4. a public relations tool a. a way of presenting oneself positively ... b. a report full of unnecessary detail ... 5. at peak season a. when regular staff are on holiday ... b. the busiest time of year ... 6. software a. a computer program ... b. computer equipment ... 7. drawbacks a. disadvantages ... b. extra expenses ... 3. Write short answer to these questions about the text. 1. What are the aims of intelligent organizations when it comes to recruiting graduates? ........................................................................................................................... 2. How can computers help with recruitment? ........................................................................................................................... 3. Will the use of computer-based recruitment methods become more important?
10

........................................................................................................................... 4. According to Graeme Wright, why might CVs become even more unpopular? ........................................................................................................................... 5. When do applicants for jobs at Macys finally meet a human interviewer? ........................................................................................................................... 6. What basic problem exists with computer recruitment tests? ........................................................................................................................... 7. What advantage do traditional recruitment fairs have over computer recruitment methods? ........................................................................................................................... CV Read each sentence carefully. Choose the best word to fill in the blank. 1. A ....... is an individualised, written summary of your personal, educational and experience qualifications. A. job B. CV C. application D. want ad

2. It is ....... to present you as a prospective employee. A. design B. designs C. designed D. designing

3. Not ....... needs a CV. A. anyone B. someone C. everyone D. a person

4. Applications for many clerical and sales positions also require a ....... A. job B. CV C. application D. want ad

5. A CV is like a ....... sales presentation. A. oral B. written C. spoken D. closed

6. It alone will not get you a ....... . A. job B. CV C. application D. want ad

7. An effective CV ....... a favourable impression of you while presenting your abilities and experience.
11

A. create

B. creates

C. creating

D. was created

8. Your CV ....... be used as a response to an ad. A. is B. was C. can D. wont

9. It is a fact sheet that tells a ....... employer that you are a desirable future employee. A. perspective B. prospecting C. prospective D. past

Here is an example of a typical English-style CV: Emily Bronte 'The Larches', Hudson Way Larswick, Somerset TA12 6MX tel. 0181 345 2126 e-mail: emily@yahoo.co.uk Profile Enthusiastic, responsible graduate with a Postgraduate Printing and Publishing Certificate and good organizational skills. Able to work independently using initiative and as part of a team to tight deadlines. With editing, desktop publishing, and keyboard skills. Qualifications and training Postgraduate Certificate in Printing and Publishing, London Institute BA (Honours) Economics, University of Sheffield 'A' level English, History, French Experience

Three months' work experience with World-English Press, a company involved in writing, editing, and publishing English as a second and foreign language texts. Word Processing and general office administration.
12

Work with an Apple Mac using Claris works and QuarkXpress. Work experience at Reed Promotional Publishing and Oxford University Press, Currently working with World-English Press as a paid employee with increased responsibility.

Interests Music: playing the flute. Mountain walking and rock climbing. Cinema and theatre going. Referees Dr J. M. Eastwood World-English Press Castle Street London SE1 7EX B. VOCABULARY 1. Job interviews 1. When did you start your current ....... ( = job)? A. position B. place C. work Mrs S. Cruise 29, Lower Redhill Lane Mulcheney Somerset BA11 2DZ

2. I left my last job because I felt that they didn't recognize my ....... A. accomplishments B. accommodations C. acclimation

3. I've always been a team .......( = I've always worked well with other people) A. play B. worker C. player

4. I believe I'm a good ....... for this position. A. fitness B. fit C. man

5. Tell me a little about your ....... job ( = your last job). A. past B. finished C. previous
13

6. I developed good communication skills ....... as a customer service representative. A. while working 7. What does "rep" stand for? A. representative B. republican C. reprimand B. when working C. by working

8. You shouldn't discuss salary until the interviewer ....... ( = starts talking about it). A. brings up B. brings it on C. brings it up

9. An interviewer might ask you what your "salary ....... are. This is the formal way of asking how much money you require. A. needs B. requirements C. desires

10. Many companies want to hire someone who can ....... well. A. take pressure/stress B. handle pressure/stress C. get pressure/stress

2. The world of work: Use the clues to identify the missing words or the equivalents. 1. Certificates and diplomas are records of formal ....... . 2. What you have if youve already done a job. 3. A meeting where you are questioned about your suitability for a job. 4. When you have a job you are ....... . 5. To establish, for example, a business. (two words) 6. The money you are paid for doing a job. 7. To complete a form. (two words) 8. A more formal word for sack or fire. 9. Statements about your character and abilities. 10. An official request for a job. 11. Travel to work and back by train, bus or car. 12. A record of a persons education, employment, and interests. 13. If you take on too many staff, you might have to ....... some of them ....... . (two words)
14

14. The opposite of accept. (two words) C. SENTENCE TRANSFORMATION Giving advice: Your friend Martin is going for an interview tomorrow. Give him some advice by continuing the sentences below. 1. His hair is rather long and his clothes are too casual. If I ......................................................................................................................................... You should ........................................................................................................................... 2. His shoes need to be polished. You ought ............................................................................................................................. 3. Tell him not to eat onions tonight! You really ............................................................................................................................ 4. He looks tired. Tell him to have a good nights sleep. Tell him to go to bed early and have alarm clocks so he wakes up on time. Make .................................................................................................................................... You should ........................................................................................................................... You ought ............................................................................................................................. 5. Tell him not to forget to take a copy of his application form. Tell him to smile when he meets the interviewers. Remember ............................................................................................................................ Dont .................................................................................................................................... 6. Remind him to check the times of the trains and how to get to the interview. Tell him to take his street map of London with him. Make ..................................................................................................................................... Remember ...........................................................................................................................

15

UNIT 4: EXPORT-IMPORT Exercise 1: Match the word /phrase or abbreviation in column A with the definition in column B A 1. bill of lading 2. c.&f. 3. c.i.f. 4. cargo B a. (abbr.) free on board: includes loading onto ship; b. (n.) a document that is sent with goods to show that they have been checked c. (abbr.) free alongside ship [includes delivery to quayside but not loading] d. (n.) a letter from a bank authorising a person to draw money from
16

5. certificate of origin 6.container 7. customs 8. declare 9. f.a.s. 10. f.o.b. 11. irrevocable 12. letter of credit 13. merchandise 14. packing list 15. pro forma invoice 16. quay 17. ship 18. shipping agent

another bank e. (v.) to make a statement of taxable goods f. (n.) a person acting for or representing a ship or ships at a port g. (n.) an invoice or request for payment sent in advance of goods supplied h. (n.) a document that shows where goods come from i. (abbr.) cost, insurance & freight: includes insurance and shipping to named port j. (n.) list of goods and shipping instruction, waybill k. (n.) 1 government tax or duty on imported goods 2 officials who collect this tax l. (n.) things bought and sold; commodities; wares m. (n.) goods or products that are being transported or shipped n. (n.) a solid, artificial landing place for (un)loading ships; o. (abbr.) cost & freight: includes shipping to named port but not insurance p. (v.) to send or transport by land, sea or air q. (adj.) that cannot be undone; unalterable r. (n.) huge box to hold goods for transport

Exercise 2: Use the provided words to complete the sentences merchant lading discount traded debts

1. Selling a bill or a financial instrument at a means selling it at a less than 100%. 2. Letter of credit can be like other financial assets. 3. An accepting house is a specialized bank. 4. A bill of proves the ownership of goods. 5. Factoring is a way of trading Exercise 3: Crossword (look for 25 words in the crossword below)

17

UNIT 5: MARKETING 1. Offline vs. online marketing Study the following methods of marketing and complete the definitions below:
18

a company blog pay-per-click advertising

billboard search engine optimization (SEO)

advertising social media marketing

cold calling viral marketing

email marketing word of mouth

1. ______________ advertising your product on large, outdoor posters. 2. ______________ an internet advertising model in which advertisers pay only when somebody clicks on their ad. 3. ______________ a website which publishes regular information, opinions, etc. related to a particular business. 4. ______________ using websites like Facebook and Twitter as marketing tools 5. ______________ using special strategies to get a high-ranking position in search engines (Google, Yahoo!, Bing, etc.). 6. ______________ a form of direct marketing which uses electronic mail for communicating commercial messages. 7. ______________ getting internet users to market a product or service on their own by telling their friends. 8. ______________ recommendations by satisfied customers to potential customers. 9. ______________ trying to sell to somebody on the telephone who is not expecting contact from you. Which of the above strategies do you use in your business? Which are the most effective? Which are the least effective? Can you think of any others? Study the comments below. Match the underlined words/phrases to their meaning on the next page. 1. "Pay-per-click advertising is a low-cost method of targeting potential customers." 2. "Email marketing allows us to build customer loyalty." 3. "Our company blog helps us connect with people in our niche." 4. "Cold calling is a waste of time. We no longer use it to contact prospects." 5. "The biggest advantage of billboard ads is their visibility." 6. "SEO is a great way of driving traffic to our website and generating leads." 7. "Social media marketing helps us gain more exposure through word of mouth." 8. "Viral marketing gives us the best ROI. Considering the low cost of producing a short video clip, it's really worth it."
19

a. creating potential customers b. directing marketing activities towards c. keep customers coming back d. potential customers e. reach more people f. return on investment g. the ability to be seen h. the segment of the market that a company is focussing on Do you agree with the opinions? 2. Specific tactics Look at the marketing tactics below. Buy one, get one free contests limited-time offers loyalty schemes regular free information seasonal discounts Here are some opinions from expert marketers. Which tactic is each marketer talking about? 1. "People are procrastinators. That's why this method is a very effective marketing technique." 2. "They don't really work. They reduce the amount of profit per customer by discounting existing behaviour rather than rewarding customers for spending more or returning more often." 3. "This tactic will generate a lot of sales, but it might cause consumers to delay their shopping and this will have a negative effect on profit margins." 4. "This can work really well if the price of `one unit' is raised slightly so that it is not exactly half price." 5. "If you offer a prize, many people are prepared to share information with you as part of the entry process. This can be a great way to find out more about your customers." 6. "This is a good way to build credibility and remind potential customers of your product or services. When they're ready to buy you will be the first company they contact." 3. Marketing collocations Noun phrases are often used in marketing. Can you match the words below to complete the typical phrases? 1. target 2. potential a. awareness b. campaign
20

3. advertising 4. brand 5. market 6. tough

c. competition d. customers e. market f. share

Complete the questions below with the above phrases. 1. Who is your _____________ ? 2. How does your product or service satisfy the needs of your _____________ ? 3. Which company has the biggest _____________ in your industry? 4. How long do you usually run an _____________ for? 5. Is there _____________ in your industry? How do you stand out? 6. What methods do you use to raise _____________ ?

UNIT 7: COMPETITION A. READING COMPREHENSION Passage 1 THE STORY OF BRANDS A. Brands are among the great icons of the twentieth century. The fact that most of them are American is because American businesses have developed brands faster than their European counterparts.
21

B. The development of brands is partly the result of the geography of the USA. While American companies have had (and have) a huge, relatively similar national market, European companies do not. They have had to learn to adapt to the cultural differences between individual countries in Europe. C. To a significant extent, the history of brands is tied up with the history of the USA. During the late nineteenth century, traders travelled all round the States selling every known medicine or treatment. Their medicines and tobacco products set the trend in national branding. Although they were only distributed regionally, they developed recognizable brand names and identities. D. Brands were not restricted to low quality, regionally distributed products for long. They soon took the great leap forward into the high quality mass market. The conditions were right. An efficient transport system meant that a successful product in Chicago could be sold costeffectively in St Louis. E. Improvements were limited to transport. Production processes and packaging also improved and advertising almost became respectable. There were also changes in trade mark laws and increasing industrialization and urbanization. F. The period after World War I consolidated the place of brands. Advertising became increasingly common and the acquisition of brands became identified with success and development. Consumers now wanted Fords not just motor cars. 1. Quickly read the text and say which paragraph A-F these sentences summarise. 1. Products sold by early traders developed into well-known brands. ....... 2. The majority of big brand names are American. ....... 3. Manufacturing and media developments helped to establish brands. ...... 4. Brands became desirable and appealing. ....... 5. Brands began to grow on a national scale. ....... 6. It is simpler to promote brands in the States than in Europe. ....... 2. Find the words and expressions in the completed text which mean the same as the following: Paragraph A 1. powerful symbols ....... 2. people in other countries or businesses who have similar roles to you. .......
22

Paragraph B 3. very big ....... Paragraph C 4. people who buy and sell goods ....... 5. started a fashion/ a general direction for doing things ....... Paragraph D 6. a big jump ....... 7. something involving a very large number of people ....... 8. profitably ....... Paragraph E 9. the materials used to protect a product ....... 10. a registered design or name used to identify a companys goods ....... 11. the growth of towns and cities ....... Paragraph F 12. made secure or strong ....... 13. associated with ....... 3. Answer these questions. 1. Why do most famous brands come from the United States not Europe? ................................................................................................ 2. What kind of products were the first brands? ................................................................................................ 3. How were brands able to reach a wider market? ................................................................................................ 4. What other factors helped brands to grow? ................................................................................................
23

5. How did consumers feel about brands after World War I? ................................................................................................ Passage 2 Money worries 1. Read the text and decide which of these title best describes it. - Dont drown in debt. - How to make a fortune. - Managing your salary. Young people often write to me asking how they can get out of a financial mess. Clearly, its better not to get into one in the first place. A lot can be learnt from other peoples mistakes. You may be able to keep your head above water if you can follow these rules. 1. Resist the temptation of credit and store cards Young people unused to handling money often run up huge debts on credit and store cards, which charge higher than normal interest. It is easy to be tempted by store cards and the idea of buy now and pay later, especially when a shop assistant says: You can have ten per cent off all your purchases today, if you open an account with us now. Stores make these offers knowing that they will be charging you about twenty percent interest if you dont clear your account before the end of that month. So you may feel like a million dollars leaving the store in your discounted designer gear, but you can end up paying a fortune. Credit cards and store cards can be particularly dangerous for people who are setting up their first home. A mad morning in a department store buying the latest gadgets and furnishings can leave you in debt for years. Be realistic about your means and live within them. 2. Never buy a new car Many people celebrate a first day by rushing out and buying a brand new car. Unless you can negotiate a low interest or, better still, a no-interest deal on a loan, you can end up paying double. Not only will you have heavy monthly repayments but the car will also decrease in value. Its simply like tearing up $50 notes. Cars lose most of their value in the first two years so think about buying something slightly older so that someone else is paying for most of the depreciation. 3. Avoid get-rich-quick schemes Dont listen to hot tips about which are the best investments. By the time you hear about or read these tips they may no longer be so hot. Some of the worst schemes encourage young people
24

to borrow huge sums to invest in modern art, stamps, or Internet shares, which have performed poorly. One young man was declared bankrupt at twenty-three after investing in rare wine. 2. Find words in the text which mean the following: Paragraph 1 1. cope with your finances Paragraph 2 2. money that a person owes to another person or company ........ 3. accumulate ........... 4. an amount charged on money that is borrowed ........ 5. appliances and machines to help around the house ........ 6. ones financial resources ............ Paragraph 3 7. something thats never been used before ........ 8. a regular sum paid for money borrowed ........ 9. the value objects lose as a result of becoming older ........ Paragraph 4 10. advice ........ 11. when something is fresh and exciting, and in demand ........ 12. amount ........ 13. official status of having no money to repay debts ........ 3. Decide whether these statements are true (T) or false (F) according to the text. Give reasons for your answers. 1. The article is aimed at middle-aged people ........ 2. Stores usually offer competitive interest rates ........ 3. Shopping can make you feel good. ........ 4. Its important to pay what you owe on store cards promptly. ........
25

5. Setting up a comfortable first home can easily be a financial mistake. ........ 6. There are three main ways of losing money on a new car. ........ 7. People should be clear about their financial resources. ........ 8. People who buy new cars are foolish. ........ 9. Advice about exciting new investment opportunities is always worth listening to. ........ 10. Get-rich-quick schemes can be very risky. ........ Passage 3 Whoops! 1. Read the text and complete the chart with the relevant information. Company a. McDonalds b. Hoover c. Pepsi d. Pepsi 2. Make questions for these answers. a. For more than an hour. b. 100 c. 50 million. d. 300,000. e. 4.5 million. f. 349. g. 800,000. 3. Underline words or expressions in the text which are similar in meaning to mistake.
26

What the customer had to do

What the company offered

What went wrong

McDonalds made a classic sales promotion blunder with its heavily advertised 25th anniversary offer. The company expected to sell one million burgers a day when it offered two Big Macs for the price of one. Demand was so great that customers had to queue for more than an hour. Two drive-through restaurants, where too many cars turned up, were closed on police advice. Certainly McDonalds is not going to suffer any long-term damage-unlike the company which led the most disastrous sales promotion of them all: Hoover. Although it is hard to believe, Hoover offered two free flights to the US, which were worth 400, to customers who spent over 100 on its products. Hoover should have realized that this was a recipe for disaster! Over 300,000 people claimed free flights and there were numerous court cases. Overall the promotion cost 50m and heads of Hoovers top executives, whose jobs were lost. Last year, as a gimmick, Pepsi jokingly offered a military jet to any customer who could save enough tokens. However, extra tokens were available for ten cents each. They hadnt counted on a sharp-eyed student, who worked out he could buy the jet for 450,000, which was a tenth of its real price. He formed a consortium which bought the tokens and he claimed his prize. At this point Pepsi went to court. Clearly, Pepsi shouldnt have indulged its sense of humour. In fact Pepsi ought to have known better after a previous fiasco. In the Philippines in 1993, it announced that anyone who found Pepsi bottle top with the number 349 could claim a 30,000 prize. A mess-up in production meant there were 800,000 bottle tops which had the winning number and Pepsi paid out more than five times its budget before it stopped paying out prize money. This angered the public, who set fire to the companys offices and lorries. B. VOCABULARY Buying and selling 1. Use the clues to complete the sentences or identify the equivalents. 1. He came away from the negotiation feeling he had got a good ....... . 2. Good value at a great price. 3. Can I ....... this pack for a bigger one? 4. He made a ....... by agreeing to include one free nights accommodation. 5. To discuss the price of something the buyer tries to pay less than the seller wants. 6. To give someone their money back. 7. If you are injured or are inconvenienced and it is not your fault, you can ask for ....... . 8. To exchange goods or property without using money.
27

2. Complete the sentences by putting the letters in brackets in the correct order. 1. Never make a ....... without getting something in return. (ncieocsnso) 2. My prices are not .......; you wont find a better deal elsewhere. (eotibgnlae) 3. I want my money back and substantial ....... for the inconvenience I have suffered. (mopnacentsio) 4. Its an interesting ....... . Ill have to think about it. (rplsopoa) 5. I am making an official ....... about your salesmans behaviour. (ncptlaomi) 6. The ....... started with an argument about the shape of the table. (etnoigtsioan) Advertising Complete the sentences by choosing between a, b or c. 1. In my opinion, the ....... are the only thing worth watching on TV. A. publicity B. news 2. Their new packaging certainly ....... the eye. C. commercials

A. takes B. catches C. steals 3. The companys ....... was badly damaged by the TV programme. A. image B. attitude C. appeal 4. They used a(n) ....... agency to try to repair the damage the programme caused. A. advertising B. public relations C. model 5. Their ....... always have great ideas for memorable slogans. A. designers B. copywriters C. account managers 6. We need to find a famous and respected athlete to ....... our new running shoes. A.sponsor B. endorse C. agree with 7. Our new microwave gourmet dinners will ....... to busy professional couples. A. appeal B. attract C. target 8. We need an entirely new strategy, not just a silly ....... for our next marketing campaign. A. launch B. approach C. gimmick 9. I beg you. Please stop singing that radio ....... for cornflakes, youre driving me crazy! A. slogan B. jingle C. voice-over 10. Soap power commercials often test their product against a mystery ....... X. A. file B. brand C. generation
28

Competition 1. Complete the sentences by changing the word in brackets into an appropriate form. 1. People seem to be buying our ........ products more than ours these days. (compete) 2. Perhaps our prices just arent ........ enough. (compete) 3. The ........ between the applicants caused an unpleasant atmosphere. (rival) 4. Not only are we in ........ with American companies, but Asian ones too. (compete) 5. These two firms are ........ for the biggest share of the home-computer market. (rival) 6. If we cut our costs well be able to improve our ........ in the marketplace. (compete) 7. ....... have started to sell their shares because of poor company results. (invest) 8. J. M. Keynes was one of the worlds most influential ....... . (economy) 9. At the annual general meeting the ....... who have invested in the company hear a statement from the chairman. (share) 10. I dont understand very much about ........ matters. (finance) 11. You should have a range of .......; its dangerous to put all your money in one or two companies. (invest) 12. Good politics can be bad ........ . (economy) 13. The USA and Germany are powerful ....... economies. (capital) 14. She was one of the earliest female ....... to work in the City of London. (stock) 2. Complete the sentences by choosing a, b, or c. 1. If we cant turn the firm ........, well go out of business. a. around b. own c. up 2. Research and Development have come ....... a clever solution to the problem. a. out with b. down to 3. We cant bring ....... the new model until the spring. c. up with

a. up b. out c. down 4. When they introduced robots, they laid ....... ninety assembly-line workers. a. out b. on c. off 5. It was only after theyd taken the company ....... that they realized the extent of the problems.
29

a. over b. up c. in 6. We have entered the market too late; well never be able to catch ....... our competitors now. a. out with b. up with c. on to 7. If we cut ........ our entertaining budget to a reasonable level, we should be able to save a lot of money. a. off b. out c. back 8. Through bad management they turned a crisis ........ a disaster. a. over b. into c. off 3. Negotiating: Mary Jones, who owns an antique shop is talking to Tony Grey. Tonys boss has a new office and has asked Tony to buy a handsome antique desk for him. Complete the conversation using the words and expressions from the box. Bargain hear whats youre saying Id find something prepared workmanship need to do better does that sound Tale it or leave it To be honest Youve got a deal change my mind if I said supposing my best and final offer

provided I tell you what then Mary: Well, the price on this one is $2,500, but for trade I can sell it for $2,000. Tony: My bosss not (1)....... to pay $2,000. (2) ......., Mary, I dont think its worth it. Mary: But just look at this (3) ....... it really is exceptional. Tony: Mm, I (4) ....... , Mary, but if I looked around (5) ....... just as nice. Mary: Yes, but think of all the time you would waste. Tony: Thats true. OK, (6) ...... $1,500, would you take it? Mary: $1,500! Ive already had a much better offer than that. Tony: (7) ....... how about $1,600?
30

Mary: Thats still too low. Look; I can let you have it for $1,800 (8) ....... you organize delivery. Tom: Is this really your best price? You (9) ....... than that! Mary: Well, (10) ....... I include this lovely desk lamp, how (11) ....... ? Tony: Mm, Im not sure; it goes well wit the desk but its still rather expensive. Mary: Well, thats (12) ......., Im afraid. (13) ....... Tony: So, $1,800 with the lamp, I organize delivery. OK, (14) ....... . Mary: And youve got a (15) ....... . Youd better pay me before I (16) .......

ANSWER KEYS UNIT 1: COMMUNICATION A. Talking business: People wanted to trade and needed a language they could all understand. B. Vocabulary: Exercise 1: 2. d 3. g 4. a 5. f 6. c 7. h 8. b Exercise 2: 2. hold on 3. pick up (the phone) 4. hang up 5. call back 6. look up 7. ring up 8. get through to Exercise 3: 2. fax. 3. website. 4. mobile. 5. notebook. 6. e-mail. 7. memo. 8. courier. D. REVISION: ///// ///// ///// 1E N 12C L O S E ///// ///// 2M E M O S ///// ///// ///// ///// ///// ///// 3C O M P L A I 4I N F O R M A T I O ///// 5C L O S U R E ///// ///// ///// 6A T T E N T I O N ///// ///// 7H E S I T A T E ///// 8A D V I C E ///// ///// ///// ///// ///// ///// ///// ///// 9A D D R E 10S I G N A T U R E ///// ///// ///// 11R E F E R E N C
31

///// /////

///// /////

N /////

N /////

///// /////

///// /////

///// /////

///// /////

S S

///// /////

E /////

UNIT 2: CAREERS Exercise 1:


M U S I C I A N U V F R E I S W A I T E R M E E I F N P O L I C E O G R J P H A R T N O E A S I N G E R T R D O C O A R M M S C I E N T I S T R F A R M A E N T I L A N I C R A T R I C E R S I T H L E R O R E R S T

D C H H E F F A S C T R T O N A U T

S O L D I T E R R E R P P I L O T R T E A C H E R R

Exercise 2:

32

C O A C N T S H T L R E U T C H E F T A I R O M N E W R O R K F L E R E P O

T O R J M I N

F A I L R E F I I G H H R T E E S I N G E R

S C I E N T I S O P I L A N I T O R D U O I E R G E S R R E A A S M T M C A R R I E R O R M W N E A A D O C I U E H T A T T E N D A E T N R M U S I C I S C A R T I S T

T O T

V E T E A C H E T O R N T A N

UNIT 3: EMPLOYMENT A. READING COMPREHENSION 1. 1. b 2. d 3. c 3. a 4. e 5. a 4. a 5. b 6. a 7. a

2. 1. b 2. b 3.

1. To recruit the best people and to keep them. 2. They can help to choose the most suitable candidates for personal interview. 3. Yes, it is a growing and inevitable trend. 4. Because it is difficult to assess a candidate from a CV. 5. After they have been successful in the computer-based test. 6. People can cheat by asking friends to do the tests for them. 7. You can actually meet and talk to people who have been through the recruitment process. CV 1. CV 3. everyone 5. written 7. creates 9. prospective
33

2. designed

4. CV

6. job

8. can

B. VOCABULARY 1. Job interviews 1. position 2. accomplishments 3. player 4. fit 5. previous 2. The world of work 1. qualifications 2. experience 3. interview 4. employed 6. while working 7. representative 8. brings it up 9. requirements 10. handle pressure/stress

5. set up 6. salary

7. fill in 8. dismiss

9. references 10. application

11. commute 12. CV

13. lay off 14. turn down

C. SENTENCE TRANSFORMATION Giving advice 1. If I were you, Id have a hair cut/ get my hair cut. You should buy a new suit. 2. You ought to polish your shoes. 3. You really mustnt/ shouldnt eat onions tonight! 4. Make sure you have a good nights sleep. You should go to bed early. You ought to have/ set two alarm clocks so you wake up on time. 5. Remember to take a copy of you application form. Dont forget to smile when you meet the interviewers. 6. Make sure you check the times of the trains. Remember to take a map of London with you. UNIT 4: IMPORT - EXPORT
34

Exercise 1: 1. 2. 3. 4. 5. Exercise 2: 1. Discount 2. Traded 3. Merchant 4. Lading 5. Debts Exercise 3: AGENT ARBITRAGE BARTER BOOKING BROKER CARGO CONTAINER CURRENCY CUSTOMS DECLARATION DRAFT DUTIES FREIGHT INSPECTION INSURANCE INVOICE LICENSE PERMIT QUAY QUOTATION SHIP SHIPPING TRADE WAREHOUSE WAYBILL j o i m h 6. r 7. k 8. e 9. c 10. a 11. q 12. d 13. l 14. b 15. g 16. n 17. p 18. f

35

UNIT 5: MARKETING 1. Offline vs. online marketing 1. billboard advertising 2. pay-per-click advertising 3. a company blog 4. social media marketing 5. search engine optimization (SEO) 6. email marketing 7. viral marketing 8. word of mouth 9. cold calling Other marketing methods may include newspaper ads, direct mail marketing, TV/radio commercials, etc. 1. b 2. c 3. h 4. d 5. g 6. a 7. e 8. f 2. Specific tactics 1. limited-time offers 2. loyalty schemes
36

3. seasonal discounts 4. Buy one, get one free 5. contests 6. free information 1. e 2. d 3. b 4. a 5. f 6. c 3. Marketing collocations 1. target market 2. potential customers 3. market share 4. advertising campaign 5. tough competition 6. brand awareness UNIT 7: COMPETITION A. READING COMPREHENSION Passage 1 1. 1. C 2. A 3. E 4. F 5. D 2. 1. icons 5. set the trend 9. packaging 13. identified with 3. 2. counterparts 6. leap 10. trade mark 3. huge 7. mass market 11. urbanization 4. traders 8. cost-effectively 12. consolidated 6. B

1. Because conditions in the US were better for brands to develop more quickly than in Europe. 2. Medicines and tobacco products. 3. Through an efficient transport system. 4. Improvements in production processes and packaging, improved attitudes towards advertising, and changed in the laws protecting the ownership of products. 5. They began to ask for brands by name, for example, not just a motor car but a Ford. Passage 2 1. Dont drown in debt. 2. 1. keep your head above water 8. repayment

37

2. debt 3. run up 4. interest 5. gadgets 6. means 7. brand new 3. 1. F: it is aimed at young people 2. F. They usually charge high interest rates.

9. depreciation 10. tips 11. hot 12. sums 13. bankrupt

3. T: It can make you feel good but it can cost you a lot. 4. T: If you dont they will start charging high interest rates. 5. T: It is easy to go mad buying things for a new home. 6. F: There are two: you can pay high interest and the car will decrease in value. 7. T: You should live within your means. 8. Cars depreciate the most in the first two years. If you buy a car after this period someone else will have paid for the biggest decrease in value. 9. F: It can be bad advice. 10. T: Young people are often encouraged to invest sums of money they have borrowed in bad investments. Passage 3 Company a. McDonalds What the customer had to do buy a Big Mac What the company offered a free Big Mac for each one that was bought two free flights to USA worth 400 What went wrong too popular-1 hour wait; two restaurants had to close 300,000 people claimed fights; bad publicity and court cases; cost
38

b. Hoover

spend more than 100 on Hoover products

c. Pepsi

Save tokens to buy the jet

a military jet

d. Pepsi

get a winning bottle top

win 30,000

company 50m a student formed a consortium to buy the jet after he worked out he could buy it at a tenth of its real price accidentally produced 800,000 winning bottle tops

2. a. How long did customers have to queue at McDonalds? b. How much did people have to spend on Hoover products (to qualify for the offer)? c. How much did the promotion cost cost Hoover? d. How many people claimed free flights? e. What was the full price of the military jet? f. What was the winning number? g. How many winning bottle tops were produced? 3. blunder, fiasco, mess-up B. VOCABULARY Buying and selling 1. 1. deal 2. bargain 2. 1. concession 2. negotiable 3. compensation Advertising: 1.c Competition 1.
39

3. swap 4. concession

5. negotiate 6. refund 4. proposal 5. complaint

7. compensation 8. barter

2. b.

3. a

4. b

6. negotiations 5. b 6. b 7. a

8. c

9. b

10. b

1. competitors 2. competitive 3. rivalry 4. competition 5. rivals 6. competitiveness 7. Investors 2. 1. a 2. c 3. 1. prepared 2. To be honest 3. workmanship 4. hear whats youre saying

8. economists 9. shareholders 10. financial 11. investments 12. economics 13. capitalist 14. stockbrokers 7. c 8. b

3. b

4. c

5. a

6. b

5. Id find something 6. if I said 7. I tell you what then 8. provided

9. need to do better 10. supposing 11. does that sound 12. my best and final offer

13. Tale it or leave it 14. Youve got a deal 15. bargain 16. change my mind

40

You might also like