BUSINESS ENGLISH
Adriana Teodorescu
CONTENTS
PLANNING A MEETING

Calling a meeting

Writing an agenda

Running the meeting

Present simple/present continuous

Verbs rarely used in the continuous
TELEPHONING TO EXCHANGE INFORMATION

Making business phone calls

Answering phone calls

Requesting and giving information over the telephone

Telephone language

Past simple/past continuous
VOICE MAIL MESSAGES

Leaving a voice mail message

Advantages and disadvantages of voice mail

Present perfect simple/present perfect continuous

For/since
4
25
44
2
MARKETING BRANDS

Best global brands

Brand value

The marketing mix

Comparative and superlative adjectives

Other types of comparison

Irregular adjectives
ADVERTISING

Advertising - benefits and drawbacks

Advertisements

Reported speech
JAPANESE LIFETIME EMPLOYMENT

Lifetime employment

Salary/wage/income/fringe benefits

The passive
LEADERSHIP

The role of a leader

Motivation techniques

Phrasal verbs

Past perfect
61
74
91
101
3

Countable and uncountable nouns
CONSOLIDATION

Confusing words

Multiple choice
119
4
PLANNING A MEETING
Speaking
1. Have you ever attended a meeting with a large group of people?
If you have, how did you feel when you had to speak? Were you
nervous or confident?
2. Do you read the agenda before the meeting? Is it necessary to do
this? Why?
Reading
Meetings
When you are holding or attending a meeting in English, and you are
not a native speaker of English, it is important for you to understand
key English phrases and expressions related to meetings. A successful
meeting has no surprises. A meeting will run smoothly with proper
preparation and careful organization. The most typical complaint
about meetings is that they run too long. A meeting that runs longer
than necessary can be very costly to a company or business and on the
other hand it wastes everybody’s time useless. So, remember the
famous business expression, which says: Time is money. Setting the
objectives of the meeting, time limits for each topic, keeping to the
agenda, and focusing on the core issues, are key components of an
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effective meeting. This may sound simple in your own native
language, but it is a little trickier when you or the participants do not
speak English fluently.
Nowadays meetings are more important than ever. Generally
speaking, a meeting is defined as an occasion when people come
together intentionally or unintentionally for a particular purpose.
Modern workplaces are built on teams, sharing of ideas, effective
communication. The meeting is also the place where the participants
share their ideas, brainstorm, and exchange information. There are
everyday office meetings, board meetings, annual general meetings
etc. Meetings can take place in different settings: face-to-face,
teleconference, videoconference, and online via the internet.
Calling a meeting
There are a number of ways in which you may call a meeting. Some
meetings are announced by e-mail, and others are posted on bulletin
boards. If a meeting is announced at the end of another meeting, it is
important to issue a reminder. A reminder usually comes in the form
of an e-mail or a notice. Here you have to include the date, location,
time, length, and purpose of the meeting. It is also important to
indicate exactly who is expected to attend, and who is not, stating the
reason for his/her absence. If you are planning on allocating someone
to take on a certain role, make personal contact with that person to
inform him or her about this.
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Things to do before a meeting:

Send an agenda several days before;

Make sure everybody knows the time and the date of the
meeting;

Appoint a chairman and the person who will take the minutes;

Ask people to prepare to present a particular point.
Writing an agenda
In order to keep the meeting on task and within the set amount of
time, it is important to have an agenda. The agenda should indicate
the order of items and an estimated amount of time for each item. If
more than one person is going to speak during the meeting, the
agenda should indicate whose turn it is to "have the floor". In some
cases, it may be useful to forward the agenda to attendees before the
meeting. People will be more likely to participate in a meeting, by
asking questions or offering feedback, if they know what is going to
be discussed.
Running the meeting
Meetings generally follow more or less the same structure and are
divided into several parts.
Opening the meeting
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Good morning/afternoon everyone.
If everybody is here, let’s start the meeting.
Shall we get started?
Welcoming and introducing new participants
Once all the participants have arrived, the chairman should welcome
everyone to the meeting and thank the attendees for coming. When
there are new participants, the chairman should welcome and
introduce them to the other attendees.
Useful phrases:
We’re pleased to welcome …
I’d like to introduce …
It’s a pleasure to welcome …
Thank you all for attending.
Thank you for your participation.
Roll call
The person who does the roll call reads aloud the names of all the
people on the list to make certain that they are present. This is usually
done by the same person who takes the minutes of the meeting.
Stating the objectives/Introducing the agenda
The chairman will pass around copies of the agenda to all the
participants. Before starting with the first item on the agenda, the
chairman will briefly present the objectives of the meeting. The
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agenda contains the topics to be discussed while the objectives define
the desired outcome of the meeting.
Useful phrases when stating the main objectives:
We are here today to …
I’ve called this meeting in order to …
Our main aim is to …
There are … items on the agenda: first, …second, …third…
Introducing the first item
I’d suggest we start with …
Let’s start with …
Why don’t we start with …
Shall we start with …
Closing an item/moving on to the next item
I think that covers this item. Let’s go on with …
Why don’t we move on to …
Let’s move on to the next item …
The next item on the agenda is …
Giving and asking for opinions
I think we should …
Why don’t we …
We could …
Do you think there should be …
What about …
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Summarizing
Before we close the meeting, let’s summarize the main points.
To sum up …
Finishing up
If there are no other problems, I’d like to wrap this meeting up.
Let’s bring this to a close for today.
Closing the meeting
The meeting is closed.
I declare the meeting closed.
Vocabulary
I Match the highlighted words and phrases in the text with the
definitions:
1. to arrange for a meeting to take place at a particular time
2. someone who is at an event such as a meeting or a course
3. in a steady way, without stopping and starting again
4. to have the right to speak at an important public meeting
5. successful or achieving the result that you want
6. something that makes you remember or think about something
7. a list of the subjects to be discussed at a meeting
8. boards where you can read or leave messages
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9. someone, especially a man, who is in charge of a meeting
10. an official written record of what is said and decided at a
meeting
II Complete the e-mail, using the following phrases: agenda,
upcoming, participants, chairman, members, attached, minutes,
purpose, action points.
To: projectteam@yahoo.com
From: headoffice@yahoo.com
Date: 12th July
Subject: Meeting
Hello everyone,
This e-mail is to inform you all about the meeting on Tuesday, 17th
July. All …….. 1 of the team are expected to participate. The …..…2
of the meeting is to discuss the …..…
3
project on emerging
nanotechnologies.
…….. 4 to this e-mail, you will find the …….. 5 with the main points
for discussion. If you have any other suggestions, please let me know.
As usually, the ……...
6
is Mr. Heart and Mrs. Wood will take the
………7. After the meeting all …...… 8 will receive a list of ……..
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and responsibilities.
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I look forward to seeing you all.
Best wishes,
Mark White
III Match the words and phrases with the definitions:
1. roll-call
2. participant
3. upcoming
4. ballot
5. purpose
6. adjourn
7. AGM
8. wrap up
9. AOB
10. boardroom
a) the reason for or aim of having a meeting
b) a type of vote, usually in writing and usually secret
c) a room where the directors of a company have
meetings
d) the act of reading out an official list of names to check
who is there
e) happening soon
f) any other business
g) to have a pause or rest during a formal meeting
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h) Annual General Meeting
i) to complete/finish something
j) someone who is taking part in an activity or event
IV Complete the sentences by using the following words and phrases:
conference call, absent, consensus, motion, agenda, deal with,
confidential, closing remarks, brainstorm and AOB.
1. The chairperson is …….. 1 due to unforeseen circumstances.
2. I hope we do not have to ……..
2
this matter again in the
future.
3. We always vote for any new …….. 3.
4. Please forward the ……..
4
to all the participants at the
meeting.
5. The last item on the agenda is …….. 5.
6. We had to find out some ways of cutting costs so the team got
together to …….. 6.
7. I just have a few …….. 7 and then you will all be free to go.
8. Please make sure no one interrupts me while I'm on the
…..….. 8.
9. Any information shared during this meeting should be kept
…….. 9.
10. Unfortunately we couldn’t come to a ……..
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by the end of
the meeting, so we put it to a vote.
V False or True?
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1. When attending a meeting, speak only if you have something
important to say.
2. It is natural to interrupt someone if you have a sudden idea.
3. When taking the floor, speak for as long as possible.
4. It is ok to make grammatical mistakes as long as people
understand you.
5. Never read the minutes.
VI Match each sentence with the appropriate meaning of the verb
meet.
1. The corporation has agreed to meet all their expenses.
2. They agreed to sign the contract as all their requirements were
completely met.
3. We met in order to work out a new plan.
4. I met the delegates at the airport yesterday afternoon.
5. He has never met that kind of opposition before that meeting.
a) to wait at a place for someone or something to arrive;
b) to pay;
c) to experience something;
d) to satisfy, fulfill, achieve;
e) come together.
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VII The manager of a multinational company is calling a meeting.
Imagine your own scenario: set the objectives and the agenda of the
meeting.
LANGUAGE FOCUS
PRESENT SIMPLE
We use the present simple to state general truths and facts, to describe
permanent situations, things that happen on a regular basis or a series
of events or actions (e.g. to give instructions or directions).
Water boils at 100° C. (general truth)
We also use the present simple to talk about officially scheduled
future events (with verbs of motion: come, go, leave; or verbs
expressing scheduled activities: begin, start, end, finish).
Our winter vacation ends on January 7.
The conference begins the next day.
The simple present tense is identical with the infinitive of the verb,
except for the third person singular (he, she, it), which adds –s or –es.
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We add –es to the infinitive when it ends in o, s, sh, ch, x, and –ies
when it ends in –y.
I work. He works.
I watch. He watches.
We carry. He carries.
We form the negative and questions with the auxiliary do.
Do you work? Does he work?
In the negative, in speech and informal writing, we usually use the
contracted forms don’t and doesn’t.
I don’t work.
We often use the present simple with adverbs and expressions of
frequency, such as: always, usually, sometimes, never, often, once a
…, every … .
Prices usually change on a monthly basis.
PRESENT CONTINUOUS
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We use the present continuous to describe an action in progress at the
moment of speaking or things that are changing.
We are studying Finances now.
۩ Exception: Here comes and There goes are always used in the
present simple:
Here comes the chief. There goes the tram.
We also use the present continuous to talk about one’s immediate
plans for the near future (the time of the action must be mentioned).
We are moving next Monday. (I’ve already arranged for the
moving van.)
We can use the present continuous to talk about a frequently repeated
action that annoys the speaker (+ always).
You are always watching TV. (It really bothers me.)
The present continuous tense is formed with the present tense of the
auxiliary verb be + the present participle of the main verb.
The new employees are working hard at the moment.
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In speech and informal writing, we usually contract is and are to ‘s
and ‘re.
Spelling rules:
Base form ending in –e: make – making
Base form ending in consonant: run - running
We often use the present continuous with the following adverbs: now,
just, at the moment, still.
Verbs like live, work, study, and stay are used in the continuous if the
action is temporary:
We are living in France for the moment.
VERBS RARELY USED IN THE CONTINUOUS
Verbs of existing or being
be, consist of, contain, exist
Verbs of possessing
belong to, have ( =own),
include, lack, own, possess
Verbs of feeling or wanting
adore, love, like, desire, detest,
dislike, despise, hate, envy,
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need, pity, trust, want, wish,
prefer
Verbs of thinking or believing
think,
understand,
imagine,
suppose,
know,
believe,
realize, doubt, expect, feel
(=think),
intend,
recognize,
remember,
forget,
see
(=understand)
Verbs of appearance
appear, resemble, seem
Other verbs
concern, mind, mean, weigh,
depend, fit, matter, deserve,
measure
We can use many of these verbs in the continuous, but they have a
different meaning or express a temporary situation:
The manager is thinking of improving the plant’s productivity. (=is
considering).
LANGUAGE PRACTICE
I Complete the sentences. Write the verbs in brackets in the present
simple.
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1. He always …….. (have) a lot to say when it comes to
computers.
2. She …….. (not like) it when people disagree with her.
3. I am not sure if all attendees …….. (understand) me.
4. What …….. (think) about adjourning the meeting?
5. Why …..… (we/not brainstorm) some ways to cut costs.
6. …….. (not forget) about the deadline!
7. I usually …….. (spend) a lot of time on the phone at work.
8. He often …….. (chat) to his colleagues.
9. Everyone …..… (know) who is going to be the next
chairman.
10. Taking into account the show of hands it …..… (appear) that
the motion has passed by 15 votes to 10.
II Write the correct form of the verbs in brackets. Use the present
continuous.
1. All participants …….. (vote) for a new vice president today.
2. He …….. (live) in Greece for the moment.
3. They …….. always …….. (interrupt) me!
4. The project coordinator …….. (leave) the team.
5. Please forward the agenda to anyone who …..… (speak) at the
meeting.
6. ……… we ……… (fold) our ballot in half before placing it in
the box?
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7. …….. the chairman …….. (think) of changing the agenda?
8. The board of directors …….. (not meet) now.
9. They …….. (spend) the evening together, trying to find new
solutions for the deadlock.
10. He …….. just …….. (review) the minutes.
III Put the verbs in brackets in the correct form. Use the present
simple or the present continuous:
1. He …….. (look) for a bike. He …….. (want) to cycle to work
from now on.
2. She …..… (think) of leaving the company and working for
herself.
3. During the week I …….. (work) very hard, so at the weekend,
I …….. (want) to relax.
4. We …….. (take) the train. It’s the fastest way to get there.
5. Cars …..… (produce) a lot of pollution.
6. My teacher …….. (say) people can learn a language at any
age.
7. I …….. (study) for half an hour every night when I get home.
8. He …….. (work) at our London head office; I am head of
Corporate Finance.
9. The IT department …….. (spend) a lot of money on new
equipment at the moment.
10. Our company …….. (take on) new staff at the moment.
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IV Complete the sentences with the appropriate form of the present
simple or continuous.
1. Many small businesses …….. (complain) these days that they
can't get access to credit.
2. The deal …….. (involve) digitizing up to one million books
held in the National Libraries in Rome and Florence.
3. Philips, with almost $30bn in annual sales, …….. (produce)
billions of light bulbs and lamps every year and it also ……..
(supply) TV tubes to almost 20 per cent of the world’s TV
manufacturers.
4. Google Inc.'s chief executive …….. presently ……..
(negotiate) with the Chinese government regarding the fate of
its China business.
5. Currently there is a strong feeling that many chief executives
…….. (live) according to quite a different set of rules from
everyone else.
6. He is the director of a company which …….. (manufacture)
notebooks.
7. The company …….. (go) through a difficult time at the
moment.
8. Right now the company …….. (look) for a tough resultsoriented CEO.
9. The board of directors …….. (know) that choosing the right
person is critical.
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10. The press conference …….. (take) place at 8.30 on Monday
morning.
V Underline the correct form of the words in italics.
1. Technology opens up / is opening up ever more opportunities
for individuals and companies to collect information and carry
out economic activities outside traditional structures.
2. Nowadays consumers have / are having more choice over
where they spend their money.
3. Is he meeting / does he meet the shareholders on Wednesday?
4. Dramatic changes take place / are taking place in company
structure.
5. My job is involving / involves dealing with the suppliers.
6. Meetings generally are following / follow more or less the
same structure.
7. A serious safety problem threatens / is threatening the future
of the company.
8. Many employees share / are sharing the same feeling of
failure.
9. Terror in the workplace makes / is making a comeback these
days.
10. Our board of directors is meeting / meets every two months to
discuss strategy.
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CONFUSING WORDS
I Complete each sentence by using a suitable word from the list.
apologise
apologetic
apology
excuse
regret
1. He must …….. for making such a mistake.
2. The manager …….. not signing the contract earlier.
3. Please accept my …….. for being so late again.
4. There’s no …….. for his rude behavior.
5. He was so …….. for shouting at them.
II Complete each sentence by using a suitable word from the list.
disapproved
rejected
disagreed
objected
refused
1. The board of directors …….. his project.
2. The new manager …….. of his subordinates being late at
work.
3. He …….. with me about where to hold the meeting.
4. They …….. to changing the layout of the newspaper.
5. She …….. to sign the new contract.
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PHRASAL VERBS
Look up the following phrasal verbs in the dictionary and complete
the sentences below.
keep to
attend to
call off
meet with
meet up
1. They suggested we …….. after the press conference.
2. I trust the arrangements …….. your approval.
3. He had some urgent business to ……...
4. They …….. the meeting at the last minute.
5. We must …….. the schedule otherwise we’ll lose the contract.
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TELEPHONING TO EXCHANGE
INFORMATION
Making business phone calls
In today’s business environment, a significant part of our working day
is often spent on the telephone. In order to make this time more
productive, specific telephone techniques can be applied daily.
Each business phone call has three distinct stages:

The beginning

The middle

The end
By properly handling each of these stages, you will maximize your
chances of making a professional, effective presentation.
The beginning. – First, you should introduce yourself immediately
so that the person you are speaking with knows who you are. Then
state the reason for your call. Never simply say “Hello, it’s me”
expecting your voice will be recognized. Instead, say something like
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this: “Hello. This is Robert Brown, I’m calling about …” By giving
your name and stating the reason for the call, you'll establish a clearly
defined beginning of the conversation.
The middle stage of the conversation is the time to deal with the
matter at hand. So, be thoroughly prepared before you place the call.
Organize your thoughts, perhaps putting down notes to lead you
through the conversation and to avoid forgetting any important
details. While speaking, be clear about each point, make sure that you
have been understood. Don't sum up an important point by saying:
"Do you know what I mean?" and assume that you have been
understood. Always ask the other person to repeat the conclusion in
his or her own words. This is the only way to make certain that you
both come away from the conversation with mutual understanding.
The end of a conversation should be handled professionally to make
sure that you have made a good effect during the call, and that all
matters discussed have been covered and understood. Never lose
awareness of time, allowing the call to stretch out meaninglessly.
When all matters to be discussed have been concluded, you can
review them. This is especially valuable if you or the person you
called has specific tasks that need to be performed as a result of
information passed during the call. After all matters have been
concluded, you can end the call simply by thanking the person for his
or her time.
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Answering phone calls
Today, telephone courtesy and helpfulness are more important than
ever. How you answer telephone calls says a lot about your
business. An employee answering the phone may express an
affirmative, helpful attitude or convey an I-don't-really-care one.
Callers frequently mirror the treatment they receive; if you sound
friendly, your callers will usually respond in kind.
Businesses regularly put callers through multi-step automated
response systems full of delays and musical interludes. By the time
they've reached a human voice, they've experienced considerable
frustration. After four or five levels of “please press this or that,”
many callers are extremely sensitive to the way in which a human
voice greets them. Whether employees are picking up the phone
following an automated response or answering a direct line, the call
becomes an important customer-relations matter once they answer.
So, anyone who regularly answers company telephones (such as
receptionists, administrative assistants and sales or customer service
personnel who are the first point of contact for incoming calls) could
benefit from following a telephone etiquette that might include:
Answering. Answer within three rings, if possible, and apologize for
any delay. Identify yourself and your position and ask how you can
help. If the caller leaves his or her name, repeat it once to make sure
you heard it correctly. If a name isn't offered, politely ask for it.
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Using “hold.” Frustrated callers complain frequently about feeling
virtually abandoned while left on “hold.” If there’s going to be a
delay reaching the party or extension requested, offer the caller a
choice of waiting or being called back. When putting a caller on
“hold,” check back every half-minute or so and repeat the call-back
option.
Transferring calls. Being transferred from one extension to another
frequently irritates callers, so you should precede the transfer with a
brief explanation of why you're doing it. In case of an accidental
disconnect, give the caller the name, title and extension of the person
to whom you are transferring the call. Remain on the line until the
new connection is made.
Taking messages. Use message slips or a call log to note the
following: the caller’s name, organization (if any), phone number,
reason for calling and date and time of the call. As necessary, note
whether the message sounded urgent, or whether the caller seemed
angry or upset.
Ending a conversation. Verify key points covered and say that you
were happy to be of service (or sorry you were unable to help). Try to
leave the caller with the impression of a friendly, helpful business
representative. Finish with a polite offer to be of service again, if
needed, and avoid closings like the overworked “have a nice day” or
the casual “bye-bye.” Remember, there’s nothing wrong with a polite
“good-bye.”
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Effective telephone etiquette is essential to every organization; it’s
so easy for a stressed or uncaring employee answering the phone
to lose business for the company.
REQUESTING AND GIVING INFORMATION OVER THE
TELEPHONE
I List some polite forms for the following situations:
if you want to request some information
to reply to someone who has given you some information
to ask the other person to repeat the message
to reply if someone asks you for information
if you want to give someone some information
if you require further information
Here are some expressions you can use:
1.
Could you tell me…?
I’d like to know about …
I wonder if you could tell me …
I need /I’d like some information about …
2.
Oh, I see …
I understand …
That’s interesting …
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3.
Could you please repeat …?
Sorry, I didn’t catch that.
Could you spell that for me, please?
4.
I’m afraid I don’t know …
I’ll have to find that out.
Can I call you back?
5.
I’d like to tell you/inform you that/about…
Have you heard about…?
I need to mention that …
I think you should know that …
6.
I’d like some more information about …
Could you give me some more details about?
There’s something else I’d like to know …
II You have to ask for information politely in the following situations:
you didn’t hear the customer’s telephone number
you didn’t understand the caller’s name
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you answer a phone call but you aren’t sure who the caller
wants to speak to
you don’t know how to spell the caller’s name
TELEPHONE LANGUAGE
III Choose the correct option from the words in italics.
Can I speak to/Give me Mr. Pearson.
Can I have connection/extension 325, please?
Will you hold/wait?
Here is/This is Mr. Roger.
I’m sorry, the line is busy/occupied.
It’s me/Speaking.
Who is talking/calling?
I’m putting you through/across.
IV Mr. Martin is phoning a business partner to make some enquiries.
Read the following conversation and say what is wrong about it.
Operator:
Good morning, NSC, can I help you?
Mr. Martin: Good morning. Give me Mr. Norris, extension 101.
Operator:
Hang on please… Still trying to connect you ….
Secretary:
Hello, Mr. Norris’s office.
Mr. Martin: Hello, is Mr. Norris there?
Secretary:
No, he isn’t. You can leave a message if you want.
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Mr. Martin
Tell him that Mr. Martin called. I want to talk to him.
Secretary:
Sorry? Repeat please.
Mr. Martin:
Martin. That’s M A R T I N. Tell him to phone me.
Secretary:
Ok, I will.
V Complete the following conversations with phrases from the list
below. Use each phrase only once.
1. I can’t tell you right now, but I’ll see what I can do.
2. NSS Computers, good morning.
3. Right. I’ll ring again. Thank you very much.
4. Fine. I’m calling to ask you about our order.
5. I’m afraid I haven’t got Mr. Martin’s number.
6. Could I speak to Roy Wood, please?
7. Who’s calling, please?
a.
………………………………………………….
Good morning. Could I speak to Mr. Graver please?
b.
……………………………………………………
Mr. Wood from NSC Electronics.
c.
Hello, Martin. How are you?
………………………………………………………
d.
……………………………………………………..
Yes, hold the line please and I’ll put you through to him.
e.
……………………………………………………..
All right. Could you ring me back today?
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f.
I’m afraid he’s out of the office at the moment.
…………………………………………………….
g.
…………………………………………………..
Just a moment, please. I’ll look it up for you …. It’s 01 320 6971.
VI Match these comments to their replies.
1. Sorry, will you spell that?
2. Could you take my message, please?
3. I’m afraid the line’s busy at the moment.
4. I’m sorry but he’s away this week.
5. Could you repeat the number please?
6. Could I speak to Mr. Robin?
A. I’ll call back, thanks.
B. That’s all right. I’ll hold.
C. Yes, it’s 0235 524 2981
D. Speaking.
E. Yes of course. Just a moment, please.
F. Yes, it’s W-O-O-D.
VII Work with your partner. One of you will dictate the following
numbers and the other one will write them down.
267129
06423 1697233
861096
16972 4694330
197314
79318 7621839
34
125090
83193 1094998
VIII Choose the correct words in italics to complete the following
conversation.
A. NSC Electronics.
B. Number/Extension 524, please.
A. I’m sorry but the line’s broken/engaged. Would you like to
hold?
B. Yes.
A. All right. Just a moment, please. I’ll put/connect you through.
B. Thanks a lot.
C. Story Magazine.
B. Hello, I’d like to speak to Mrs. Neil. Is she there?
C. Who’s/Whose calling, please?
B. Mr. Thomson, from The Press Center.
C. All right, Mr. Thomson, please stay/hold on. I’ll try to
bring/get Mrs. Neil for you.
C. I’m afraid/aware she’s in a meeting. Would you like to
call up/back later?
B. No, unfortunately it’s very urgent. Could you receive/take a
message for me please?
C. Yes, I will/of course.
B. May/Could you tell her to call me back?
C. Does she have your number?
35
B. I am not very sure. It would be better to write it down – the
code/area is 00 462 and the number is 492 762 998. Could you
spell/read that back to me?
C. 00 462 492 762 998
B. That’s right.
C. Anything/What else I can do for you?
B. No, thank you, that’s everything/all.
C. You’re welcome/all right.
B. Bye.
C. Bye.
IX Complete the following dialogue with these phrases:
a. Just a moment. Did you say 2391G or 2399G?
b. Thank you very much.
c. Could you tell me the model of your scanner, please?
d. Sorry, I didn’t catch your name. Could you repeat, please?
e. Oh, sorry, I didn’t recognize your voice.
A
Hello, George Wood speaking.
B
Hello, Kevin Black from NSC calling.
A
……………………………………………………………
B
This is Kevin Black from NSC. I’m calling about our
scanner.
A
Oh, Mr. Black ……………………………………..
How are you?
36
B
Fine, thanks. We have some problems with the scanner we
bought from you last month.
A
……………………………………………………………
B
It’s SZY-2391G
A
……………………………………………………………
B
2391G
A
Ok, I’ll announce our service department right away and
someone is going to come to your office to check the machine.
B
……………………………………………………………
PAST SIMPLE
We use the past simple to talk about completed actions that took place
in the past. Often the past simple is associated with a definite moment
or period in the past.
She joined the company last year.
Did you meet Oliver yesterday?
Regular verbs form the simple past tense by adding –ed to the
infinitive.
37
Irregular verbs vary considerably in their simple past form. They have
their own forms as listed at the end of the book (see the list of
irregular verbs).
Infinitive: eat, see, leave etc.
Past simple: ate, saw, left etc.
We use did in questions and did not + infinitive in negatives. In
speech and informal writing we usually use the contracted form
didn’t.
Spelling rules:
1. Verbs ending in a single stressed vowel and a consonant
(except w, x and y) double the consonant: hug – hugged.
2. In British English we often double the final consonant l: label
– labeled.
3. Verbs ending in a consonant and y, change y to i: copy –
copied.
4. Verbs ending in a vowel and y, do not change y: obey –
obeyed.
The past simple is often used with these time expressions: yesterday,
last (night/week/year etc.), (two days, a week etc.) ago.
38
PAST CONTINUOUS
We form the past continuous with to be in the past + the present
participle of the main verb.
They were watching a new commercial.
We use the past continuous to describe an action in progress at a point
of time in the past.
We didn’t see the commercial because we were sleeping.
We often use the past continuous to show that a past action was
temporary or to emphasize a changing situation.
I was earning a lot when I was a student.(a temporary
situation)
The manager was becoming ruder each day. (a changing
situation)
We also use the past continuous in requests, suggestions and
questions.
I was wondering if you would like to ….
39
LANGUAGE PRACTICE
I Put the verbs in brackets in the past simple.
1. Sorry, I …….. (not recognize) your voice.
2. I …….. (speak) with the manager about this issue last week.
3. We …..… (talk) about marketing strategies a month ago.
4. She …….. (buy) a new computer program.
5. He …….. (join) the company last year.
6. I …….. (read) the minutes of the meeting and I … (find out)
many mistakes.
7. The conference manager …….. (organize) all the events that
… (take place) last year.
8. After university, I …….. (work) in a small town in France.
9. At school, he …….. (spend) a lot of time working on
computers.
10. The business …….. (be) successful and quickly …….. (go)
from making 5000E in the first year to 30000E per year.
II Complete the text with the correct forms of the verbs in brackets.
40
Bill Gates ……..1 (come) from a family with entrepreneurial spirit.
William Henry Gates III was born in Seattle, on October 28th, 1955.
He ……..
2
(have) an early interest in software and ……..
3
(begin)
working on computers at the age of thirteen. In 1973, Bill Gates
……..4 (become) a student at Harvard University, where he …..…5
(meet) Steve Ballmer, who is at present Microsoft's chief executive
officer. While still a Harvard undergraduate, Bill Gates …..…6 (write)
a version of the programming language BASIC for the MITS Altair
microcomputer.
As teenagers, Bill Gates and his friend Paul Allen …..…7 (run) a
small company and ……..8 (sell) a computer that could count the city
traffic.
In 1975, Bill gates ……..9 (leave) Harvard and ……..10 (found)
Microsoft, together with his childhood friend Paul Allen. They
……..11 (plan) to develop software and eventually ……..12 (become)
famous for their computer operating systems.
III PAST SIMPLE and PAST CONTINUOUS. Complete the
sentences with the correct form of the verbs in brackets.
1. They …….. (renovate) the building when the earthquake
……… (start).
2. I …….. (listen) to the news when the fire alarm ……..
(sound).
41
3. While I …….. (write) the email, the computer suddenly ……..
(go off).
4. He …….. (read) the minutes of the meeting when the phone
…….. (ring).
5. Yesterday at this time, they …….. (hold) a meeting.
6. When I …….. (walk) into the office, the secretary ……..
(type) a report, John …….. (talk) on the phone, and customers
…….. (complain) about bad service.
7. When he …….. (arrive), the Japanese businessman ……..
(yell) at his partner.
8. In 2005, the sales …….. (grow) to over $ 2 million.
9. Many companies …….. (set up) subsidiaries overseas, either
for manufacturing or for distribution.
10. Manufacturers …….. (make) less profit last year.
IV Put the verbs into the correct form.
1. He completely …….. (miss) the point.
2. We …..… (talk) at cross-purposes.
3. I suppose they both …..… (get) their wires crossed.
4. Unfortunately, she …….. (cannot) make head nor tail of what
they …….. (talk).
5. There …….. (be) a mix-up over the bus times and she ……..
(arrive) two hours late.
42
Use the dictionary and find out the meaning of the following
expressions:

miss the point

at cross purposes

can’t make head nor tail of sth

get your wires crossed

mix-up
V Use your own ideas to complete the sentences. Use the past
continuous.
1. The manager left while we ……………………………………..
2. The phone rang while they ………………………………………
3. We tested the new software while ………………………………
4. The secretary fell asleep while she ………………………………
5. When the meeting ended ………………………………………...
PHRASAL VERBS: GET
Complete the sentences using the phrasal verbs in the box. Use the
appropriate tense.
get along
get ahead
get away
get around
get through
43
1. News of his resignation soon …….. 1 the office.
2. He …..…
2
with his new colleagues from research and
development.
3. I …..… 3 to the finance department.
4. I ……..
4
from work as soon as possible.
5. After graduating, he …….. 5 in politics.
44
VOICE MAIL MESSAGES
Speaking
I What do you do when you call someone and he/she is not at his/her
desk?
II Do you often leave or receive voicemail messages?
Reading
Voice mail is enjoying widespread use not only in business but more
recently throughout the general public as well. As it did in business
some time ago, voicemail service for both home and cellular phones
is making deep inroads into what was once the exclusive feature of
the answering machine.
Like any other technology, voice mail has its advantages and
disadvantages, its benefits and drawbacks. On the positive side, voice
mail makes it possible to avoid missing calls when away from the
phone or in the middle of a meeting. Because it can answer a call
while you're engaged in another call, fewer calls are missed. On the
negative side, it is possible to use voice mail as a way of dodging
calls, and when messages are not accessed with regularity detrimental
delays can result. However, the greatest drawback of voice mail lies
in the fact that it removes immediacy from a one-to-one exchange of
information. Voice mail may also cause an increasing virtual distance
45
between parties, and the opportunity for misunderstanding is
considerable.
As a user of business voice mail, keep in mind the following guiding
principles:
Keep your recorded greeting up to date and appropriate. Change
it whenever your circumstances modify temporarily. For example,
don't use this greeting: "I'm away from my desk right now but I'll get
back to you soon" if you're going to be on vacation for a week or out
of the office all day. A voice mail user with an active agenda should
change the greeting daily. It's important for your callers to have some
idea of when you'll be getting your messages.
Clear your voice mail several times each day. You never know
when you'll receive a message that is important to you, your caller or
both.
Do not avoid calls and do not rely on voice mail to answer all of
your calls. If you are not engaged in a meeting or other important
activity, answer your telephone. Try to provide the human touch as
much as possible.
Unfortunately, many people don't know how to leave a proper voice
mail message. Your voice mail message should demand that people
46
tell you exactly why they are calling and that they leave their
telephone number. For example: "This is Mike Graver. I am in my
office today but away from my desk or on another call. Please leave
your message, along with your phone number, and I’ll return your
call as soon as possible."
Tips to consider when leaving a voice mail message:
Speak each word of your message clearly and slowly. There is
one single way to make sure that your message is clear: slow down
while you speak. This is especially important when leaving a phone
number. Don't just rattle the number off. Remember that the person
you're calling will be writing the numbers down one by one, and
won't be able to keep up unless you consciously speak slowly.
Make sure that you leave your name and phone number when
you call. Too many people simply say, "Hi, it's me. Call me back."
What if the person you called doesn't recognize your voice?
Leave these four specific bits of information in any message:
your name, the reason for your call, the time and day of your call and
your phone number (or any other details of how you wish to be
contacted). It's also helpful to include any specific time when you are
available.
Always be aware of the possibility that the person you're
calling may not be the person checking the messages. For this reason,
47
keep your messages short and to the point. Otherwise, the exact
information may get lost or misunderstandings may appear.
If you have an unusual first or last name, it's a good idea to
spell it.
Although voice mail is considered the norm today and people often
use an answering service, many callers appreciate the convenience of
talking to a live person instead of a machine.
Vocabulary
I True or False?
1. It is not sensible to keep your messages short and to the point
when leaving a voice mail message.
2. Voice mail has only advantages.
3. It is advisable to use voice mail as a way of dodging calls.
4. Voice mail makes it possible to avoid missing calls.
5. The greatest advantage of voice mail lies in the fact that it
removes immediacy from
a one-to-one exchange of
information.
6. When leaving a voice mail message speak each word of your
message distinctly and slowly.
II Match the following words and phrases with their definitions.
48
1. drawback
2. rattle sth off
3. keep up
4. dodge
5. widespread
6. spell
7. one-to-one
a) say in the correct order the letters that form the word
b) to continue without stopping or changing
c) to say or read aloud very quickly a list of names or items
d) widely diffused
e) involving a direct encounter between one person and another
f) a disadvantage or the negative part of a situation
g) to avoid something unpleasant
III Complete the text using the following words and phrases:
check
all-day
office
schedule
messages
extension
update
on
voice mail
meeting
49
Few people would argue the fact that …….. 1 can be a valuable tool if
it is used properly. Unfortunately, it can sometimes create just as
many problems as it solves.
If you depend ……..
2
voice mail, it is important to check it
frequently. Business associates and clients don't want to leave …….. 3
and not have their calls returned for days. Of course, it's not necessary
to check your voice mail every five minutes, either. Be sure to ……..
4
it at the start and at the end of the day before you leave your …..... 5.
Voice mail can also provide a …….. 6 so people know when they can
reach you. For instance, if you are at an ……..
7
voicemail should say, "I will be attending a ……..
meeting, your
8
all day on
Wednesday. I won’t check my voice mail until the end of the day.
Your call is important to me and will be returned tomorrow.
However, if it is an emergency, contact Miss Wilson at …….. 9 267."
When you have changed your voicemail for a special reason, be sure
to …….. 10 it or change it back.
IV Match each word on the left with a word on the right. Then use
them in your own sentences.
voice mail
number
general
message
widespread
side
dodge
machine
50
telephone
use
answering
calls
positive
public
V
1. Read the following voicemail message and answer these questions:
1. Why is Kevin calling Mary White?
2. What has he done so far?
3. What does he need Mary to do?
A
This is the mail box of Mary White. Please leave your message
after the tone. I’ll call you back later.
B
Hi, Mary. This is Kevin. I’m just calling to bring you up to date
on the commercial we have to shoot. I’ve prepared a budget and I’ve
also included costs for buying airtime. I’m planning to shoot the
commercial in New York. I just need you to authorize the budget for
me. Thanks.
2. Read Mary’s reply. What’s the problem?
Hello, this is Mary. I have looked over your plans, but the budget is
much too big! We can’t afford to pay that amount of money. You’ll
have to shoot the film in another location. Give me a call if you want
to talk about this.
3. Here’s Kevin’s reply. What’s his point of view?
51
Hi Mary. We keep missing each other. I have thought about another
location but I don’t think the success of the commercial will be the
same. It is true that its cost decreases but we have to take into account
all the aspects of the problem. Changing the location will greatly
affect the commercial’s impact. So, the decision is yours.
LANGUAGE FOCUS
PRESENT PERFECT SIMPLE
We form the present perfect simple with has/have + past participle.
There has been a serious growth in the global wine market.
In speech and informal writing we usually contract has/have:
Their conversation’s just started!
In negative sentences, we usually contract not in speech and informal
writing.
The company hasn’t changed its slogan.
52
We use the present perfect to talk about past actions that have a link
with the present. The result of the past event is still felt at the present
time.
The storm has devastated the forest.
We often use it to give news and talk about recent activities.
I’ve spoken to Kevin.
I haven’t rented the equipment yet.
We use the present perfect to talk about life experience without
mentioning any specific time.
Have you ever been to Denver?
Because the time reference includes the present, we use time
expressions that link present and past, such as: so far, over the last
few days etc.
Adverbs commonly used with the present perfect: ever, often,
seldom, never, so far, already, yet, still.
We use already with the affirmative and yet with the negative and in
questions.
53
Notice that the time reference here is indefinite. If there’s a definite
time reference, we usually use the past simple instead.
Sorry I didn’t call yesterday.
PRESENT PERFECT AND PAST SIMPLE
PRESENT PERFECT
PAST SIMPLE
Unfinished action
Finished action
The national currency has The
national
currency
increasingly consolidated since consolidated its recent gains
1989.
from 2006 to 2007.
Unfinished time
Finished time
I haven’t seen my colleagues I
didn’t
see
Kevin
this
this afternoon yet. (It’s still afternoon. (It’s now evening.)
afternoon)
Present relevance
He
has
received
No present relevance
many He received many messages
messages in order to change two days ago.
the schedule.
Indefinite time
Definite time
I have been to Spain once.
I went to Spain in 2006.
54
PRESENT PERFECT CONTINUOUS
We form the present perfect continuous with has/have + been +
present participle.
They have been doing a lot of work since their retirement.
We use the present perfect continuous to talk about an action that
began in the past and is still continuing or has just finished. The
present perfect continuous focuses on the duration of the action.
They have been talking about renewing the car park for some time.
“Where have you been?” “I’ve been talking to the manager.”
For and Since
We use for to indicate a period of time.
The conference room has been empty for two years.
55
Since refers to the point in time when something began. Because since
takes up to the present it is always used with the present perfect.
I haven’t seen my colleagues since last week.
PRESENT PERFECT SIMPLE AND CONTINUOUS
PRESENT PERFECT SIMPLE PRESENT PERFECT
CONTINUOUS
Completion
Continuation
The manager has already
The manager has been talking
talked with them.
about this issue for many
weeks.
Repeated action
Duration of action
He has talked with them twice
He has been talking with them
this month.
all day.
Permanent situation
Temporary situation
The company has cut costs
The company has been cutting
over the last years.
costs recently because of the
crisis.
Focus on the present result
Focus on the activity
They have done the survey.
They have been doing the
Here it is.
survey all week.
56
LANGUAGE PRACTICE
I Put the verbs in brackets into the present perfect.
1. I …….. (plan) my message ahead of time in order not to miss
any important detail.
2. The information you …….. (give) assures us that your product
will fill our needs.
3. "You …….. (reach) customer care. All our representatives are
busy now, but ..."
4. Actually, I …….. (experience) worse voicemail nightmares
than this one.
5. This is the same message I …….. (hear) now for two years
every time I call in.
6. I need to find out with whom they …….. already ……..
(speak).
7. Sending callers back to a department or individual they ……..
already …..… (talk) with can be annoying.
8. Over the last couple of months, I …….. (develop) a successful
system of telephone management.
9. I am going to fax information to the contacts I …….. (not be)
able to reach by phone.
57
10. Calling individuals at their office …..… lately ……..
(become) a nightmare.
II Complete the text with the phrases from the box.
have come
have hated
made
have received
A year ago I ……..
1
published
an article in various periodicals called Leaving
Voicemail Messages. Judging from the emails I ……..
2
lately I
…….. 3 to the conclusion that this is an interesting topic, so it ……..
4
sense to me to do a follow-up on the use of voicemail.
People …..… long …….. 5 leaving voicemail messages because they
know well you will never return their calls.
III Complete the text below with the appropriate tense of the verbs in
brackets.
Nestle, the world’s biggest food company, …..… (post) a 42 per cent
drop in net profits for 2009, as sales of bottled water ……..(fall), but
…….. (increase) its dividend in anticipation of higher growth this
year.
Last month Nestle …….. (buy) Kraft Foods' frozen pizza business in
a $3.7 billion (£2.4 billion) cash deal that …….. (help) Kraft's
acquisition of Cadbury.
58
The group …….. (report) sales growth in its core food and beverage
business across most regions, led by a 7.4 per cent increase in demand
in Asia and the Pacific, and nearly all product types.
Bottled water …….. (be) the only sector to suffer a drop in sales,
down 1.4 per cent from the previous year.
Nestle …….. so far …….. (prove) unwilling to play a larger role in
consolidation in the consumer goods sector, despite its huge cash pile,
instead focusing on improving organic growth.
(The Times)
IV Complete the text with the correct form of the verbs in brackets.
Best known in the marketplace for its safety razors, Gillette ……..
(focus) on safety in its products. Since 1974 Gillette …….. (have) a
vice president for “product integrity”, Robert Giovacchini. In 1975
the Wall Street Journal …..… (term) his position “a highly unusual
corporate role”. He …….. (have) the authority to pull any Gillette
products off the market or out of the production if he ……..
(consider) there were safety or quality problems. Since 1974
Giovacchini …….. also (chair) Gillette’s Occupational Medical
Safety Committee.
(Lydenberg, Steven D., Rating America’s Corporate Conscience)
V Time markers often decide which tense to use. Put the following
words and phrases in the correct groups below.
59
9 May
in 2010
today
last month
since for
ago
on Wednesday
recent/unfinished time
never
yesterday
ever
yet
this
already
finished time
VI Complete the sentences below with the correct tense of the verbs
in brackets.
1. The ability to inspire fear …….. always …….. (be) an
essential tool of management.
2. The president also expressed frustration with banks that the
government …….. (assist).
3. Relations between the banking industry and the White House
were frosty from the start and …….. (deteriorate) in recent
weeks.
4. The recession …….. (accelerate) big changes for recruitment
firms recently.
5. The highest unemployment rates in decades have meant that
more people than ever …….. (turn) to recruitment firms.
6. Shareholders …….. for years …….. (accept) that ‘fat cats’
bosses paid themselves more or less whatever they liked.
60
7. The value of most large companies …….. (fall) considerably
over the last few years.
8. The value of their pensions …….. (increase) lately and they
…….. (strike) generous deals.
9. The US’s giant corporations …….. either …….. (disappear) or
been transformed by global competition.
10. Moreover, his firm, like many in the industry, …….. (make)
big changes to improve its prospects as the market recovers.
PHRASAL VERBS
Complete the sentences below using the phrasal verbs in the box. Use
the appropriate tense.
slow down
sell off
speak out
take over
take on
1. He …….. against the new project.
2. Could you …….. a bit? I can’t follow you.
3. I had to …….. four workers to help me finish the job.
4. The president dies and his son …….. the company.
5. The company announced that it would …….. its spa business.
61
MARKETING BRANDS
Speaking
Give examples of several global brands.
Give your opinion and ask for the opinion of your colleagues on the
following statement: ‘We are all simply being manipulated into
buying brands.’
Reading
BEST GLOBAL BRANDS
Three of the world’s top brands are over 100 years old: Coca-Cola,
GE, and IBM.
Coca-Cola
The Coca-Cola Company, a beverage company, manufacturer,
distributor, and marketer of non-alcoholic beverage concentrates and
syrups, is best known for its flagship product Coca-Cola, invented by
pharmacist John Stith Pemberton in 1886.
In 2010, according to The Grocer magazine's Britain's 100 Biggest
Brands annual survey, Coca-Cola has become the first brand to top £1
billion in annual UK grocery sales. Sales of the soft drink rose by
£47.6 million in the past year, taking the total to £1,011m.
62
General Electric
GE, an American multinational conglomerate corporation, was
founded in 1892 through the merger of Edison General Electric and
Thomson-Houston Company. In 2009, Forbes ranked GE as the
world's largest company.
IBM
International Business Machines Corporation, abbreviated IBM, is a
multinational computer technology and IT consulting corporation.
The company is one of the few information technology companies
with a continuous history dating back to the 19th century. IBM has
been well known through most of its recent history as one of the
world's largest computer companies and systems integrators. With
over 388,000 employees worldwide, IBM is one of the largest and
most profitable information technology employers in the world.
Google
In 2009, when some banks were taken under government control
while others fought off bankruptcy and the value of financial brands
plunged, Google’s brand value unexpectedly soared.
In these uncertain economic times when people search for answers,
information or new opportunities, the Google name is stronger than
ever. Google is one of the ten best global brands, its name being listed
as a verb in all English dictionaries. According to Interbrand’s survey
63
of global brands, in 2009 Google’s brand value rose by 25% - the
biggest rise of any company ever on the list. Revenues rose by 105%
last year. With market share in Internet search still increasing, Google
can afford to gamble with its universally recognizable brand. That
allows Google to launch a great number of new products with small
investments, gain valuable user input at early stages of development,
and consequently challenge market leaders such as Microsoft in
mature businesses.
Car companies, struggling to make cars that people afford to buy in
the midst of the current economic crisis, were severely affected.
Toyota, Mercedes Benz, BMW, Volkswagen and Porsche all saw
their brand values fall. However, some brands like Coca-Cola,
McDonald, Gillette, H&M are still resistant to recession. As
consumers have less cash for expensive items such as cars, houses.
etc., they limit their purchases to bare necessities. Consequently,
brands that are day-to-day staples have managed to protect their
position on the market or even to increase their value.
Vocabulary
I Find words or phrases in the text that mean the same as the
following:
1. legal inability to pay debts
2. relating to the whole world
64
3. drop suddenly and unexpectedly in value, price or amount
4. a main, basic product or part of something
5. a company or brand that has a very large, or the largest, share
of the market for a particular product
6. to increase rapidly in number, volume, size, or amount
7. a period, shorter than a depression, during which there is a
decline in economic trade and prosperity
8. users of products and services
9. something that you need, especially in order to live
10. money in the form of coins and notes
II Fill in the missing words in the table.
Verb
Noun
Agent
produce
supply
consumer
marketing
advertise
distributor
competition
III Fill the gaps with the correct word from the box.
65
weaknesses
threats
mix
price
business
product
place
opportunities
promotion
strengths
plan
1. Good marketing is the key of a successful ……..1.
2. Any marketing ……..2 should be based on a SWOT analysis,
which means to understand the current market position in
terms of: ……..3, ……..4, ……..5, ……..6.
3. The traditional marketing ……..7 was described in terms of
four Ps.
4. The marketing mix elements consist of: ……..8, ……..9,
……..10, ……..11.
KEYNOTES
BRAND
A name, usually a trademark, of a product or manufacturer, or the
product identified by this name.
Companies create brands that represent aspirations and an enviable
image of life that the consumer would like to identify with.
BRAND VALUE
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A range of intangible assets which has become of increasing
importance to company records in recent years. Businesses which
develop products bearing a brand name which has become
synonymous with the product itself are apt to attribute substantial
monetary value to the brand name – on the grounds that when the
business is sold the value of the brand name is a significant
component of any purchase price.
MARKETING MIX
The marketing mix is probably the most famous marketing term. The
term was coined by Neil H. Borden in his article The Concept of the
Marketing Mix in 1965.
Also known as the ‘four Ps’, the marketing mix elements are:

Product → a tangible object or an intangible service that is
manufactured on a large scale

Price → the amount a customer pays for the product

Place → the location where a product can be purchased

Promotion → all tools available to promote the product
Today there are many approaches of marketing mix enlargement.
According to managerial studies there are more relevant Ps:

Packaging

People

Public voice
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
Pamper

Politics

Physical evidence
Now choose one of the products you use and consider the marketing
mix for that particular brand.
LANGUAGE FOCUS
COMPARATIVE AND SUPERLATIVE ADJECTIVES
We use comparative adjectives to compare two (or more) things or
people, and superlative adjectives to distinguish one thing or person
from a number of others.
We form comparatives and superlatives of one-syllable adjectives
with –er and –est.
high
higher
the highest
cheap
cheaper
the cheapest
near
nearer
the nearest
safe
safer
the safest
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One-syllable adjectives ending in a single vowel + a single consonant
double the final consonant.
big
bigger
the biggest
sad
sadder
the saddest
fat
fatter
the fattest
Adjectives ending in a consonant + y change y to i.
early
earlier
the earliest
busy
busier
the busiest
tidy
tidier
the tidiest
dry
drier
the driest
۩EXCEPTION: shy – shyer –shyest
We form comparatives and superlatives of adjectives with two or
more syllables with more and the most.
comfortable
more comfortable
the most comfortable
interesting
more interesting
the most interesting
modern
more modern
the most modern
exciting
more exciting
the most exciting
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We use (not) as … as and the simple adjective in comparisons of
equality.
The presentation wasn’t as interesting as we expected.
We can use much or far to modify a comparative.
This job is far more challenging than the previous one.
His current project is much better than the last one.
۩EXCEPTIONS
One-syllable adjectives ending in –ed and the adjectives real, right
and wrong form the comparative and superlative with more and most.
She was more bored than she was on the flight to New York.
Many two-syllable adjectives ending in –ly, -y, -ow, -r and –l, and the
adjectives handsome, mature, polite, simple, stupid, common,
pleasant can form the comparative and superlative with more and
most or –er and –est.
more lively/livelier
maturer/more mature
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IRREEGULAR ADJECTIVES
good
better
best
bad
worse
worst
far
further/farther
furthest/farthest
little
less
least
old
older/elder
oldest/eldest
many/much
more
most
We use elder and eldest to talk about people’s ages, especially people
in the same family.
We use elder/older and eldest/oldest to talk about people and things.
His eldest son went to Cambridge.
This is the oldest business in the world.
We use farther to talk about a ‘greater distance’.
He has moved farther away from his colleagues.
We use further (not farther) with the meaning of ‘extra’ or ‘more’.
For further details contact us at the above address.
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LANGUAGE PRACTICE
I Fill the gaps with the appropriate comparative and superlative forms
of the adjectives in the box.
new
bad
easy
attractive
high
skilful
safe
busy
good
small
valuable
light
1. His idea was awful! I think that’s ……..1 proposition he has
ever put to the company director.
2. I’m worried about the side effects of the new marketing
strategy. Can you suggest a ……..2 alternative?
3. Our prices are ……..3 than the competition.
4. He is …….. 4 player in our team.
5. Management tactics are ……..5 to identify in business than in
sport.
6. Consumers have become ……..6and ……..7.
7. Microsoft is one of the world’s …….. 8 brands.
8. Battery electric cars are becoming ……..9 with the
advancement of new battery technology that have higher
power.
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9. Carlos Ghosn states that the company he leads is working hard
to develop the next generation of ……..10, ……..11 auto
batteries.
10. The ……..12 spy gadget watch known as the Spy Camera
Sports Watch was introduced by Brando Company.
II Complete the sentences with the correct form of the adjectives in
brackets.
1. BenQ, the leading LED monitor manufacturer has finally
introduced the world’s …….. (slim) LED monitors in India.
2. China Mobile, the world's …….. (large) mobile carrier, joins
telecommunications operators in Japan and South Korea that
have agreements with banks to offer payment services via cell
phones as a way to generate additional revenue.
3. The …….. (high) unemployment rates in decades have meant
that more people than ever have turned to firms that specialize
in finding people jobs.
4. Google is …….. (powerful) brand in the world, according to
research and consulting firm Millward Brown.
5. This equipment is the …….. (new) addition to one of Cisco's
best-known product lines, the routers that help carriers direct
traffic on the Internet.
III Read the text and fill in the gaps with the correct form of the
adjectives in brackets.
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Younger employees
A new team culture can generally be achieved more rapidly and
effortlessly with ……..1 (young) employees. Younger people are less
set in the patterns of previous working settings and so are ……..2
(flexible) to the management strategies preferred by the company.
Usually they are striving for the rewards of ……..3 (high) office. This
makes for the ……..4 (great) relevance of such rewards as incentives
for compliance and commitment to the new ways of doing things.
Younger people are generally ……..5 (fit), ……..6 (quick) and ……..7
(creative). They bring energy, drive, enthusiasm to the company and
are eager to take on new challenges.
When young employees talk about ……..8 (fast) promotions or
……..9 (high) salaries, it’s a red herring. What they really want at
work is opportunity for personal growth.
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ADVERTISING
Speaking
I Discuss the following questions.
What is advertising?
What is its purpose (to inform, persuade or remind)?
What are the advantages and disadvantages of advertising?
Advertising is usually defined as any form of non-personal presentation and
promotion of goods, ideas or services, paid by a well-defined sponsor. It
represents an efficient way of spreading messages and drawing consumers’
attention to goods and services (make them feel like buying). So, persuasive
messages are being used to sell different products or ideas, or to inform the
public about new outputs.
The advertising message is intended for a specific audience, called the target
audience.
Advertisements appear in all media forms: radio, television, cinema, print
(magazines, newspapers, billboards etc.), Internet and they are not limited to
any medium.
II
Decide
which
methods
of
advertising
(newspaper/magazine/poster/TV ad/website ad//direct mail etc.) are
the best for advertising the following products/services:
75

a new software

a new brand of jeans

an expensive notebook

a babysitting service

a new book

the opening of a new mall

a cleaning service

a protection service for your home or business
Reading
Read this article about one of the most popular Coca Cola ad.
The “Hilltop” Ad: The Story of a Commercial
In 1969, The Coca-Cola Company and its advertising agency,
McCann-Erickson, ended their popular "Things Go Better with Coke"
campaign, replacing it with a campaign that centered on the slogan
"It's the Real Thing." Beginning with a hit song, the new campaign
featured what proved to be one of the most popular ads ever created.
The song "I'd Like to Buy the World a Coke" had its origins on
January 18, 1971, in a foggy day. Bill Backer, the creative director on
the Coca-Cola account for McCann-Erickson, was traveling to
London to join two other songwriters, Billy Davis and Roger Cook, to
write and arrange several radio commercials for The Coca-Cola
76
Company that would be recorded by the popular singing group the
New Seekers. As the plane approached Great Britain, heavy fog at
London's Heathrow Airport forced it to land instead at Shannon
Airport, Ireland. The irate passengers were obliged to share rooms at
the one hotel available in Shannon or to sleep at the airport. Tensions
and tempers ran high.
The next morning, as the passengers gathered in the airport coffee
shop awaiting clearance to fly, Backer noticed that several who had
been among the most irate were now laughing and sharing stories
over bottles of Coke. As Backer himself recalled in his book The
Care and Feeding of Ideas (New York: Times Books/Random House,
1993):
In that moment [...] I began to see a bottle of Coca-Cola as more than
a drink. […] I began to see the familiar words, "Let's have a Coke,"
as . . . actually a subtle way of saying, "Let's keep each other
company for a little while." And I knew they were being said all over
the world as I sat there in Ireland. So that was the basic idea: to see
Coke not as it was originally designed to be—a liquid refresher—but
as a tiny bit of commonality1 between all peoples, a universally liked
formula that would help to keep them company for a few minutes.
Backer's flight never did reach London. Heathrow Airport was still
fogged in, so the passengers were redirected to Liverpool and bussed
1
A shared feature or attribute.
77
to London, arriving around midnight. At his hotel, Backer
immediately met with Billy Davis and Roger Cook, finding that they
had completed one song and were working on a second as they
prepared to meet the New Seekers' musical arranger2 the next day.
Backer told them he thought they should work through the night on an
idea he had had: "I could see and hear a song that treated the whole
world as if it were a person—a person the singer would like to help
and get to know. I'm not sure how the lyric should start, but I know
the last line." With that he pulled out the paper napkin on which he
had scribbled the line, "I'd like to buy the world a Coke and keep it
company."
The television ad "I'd Like to Buy the World a Coke" was released
first in Europe, where it garnered only a tepid response. It was then
released in the U.S. in July, 1971, and the response was immediate
and dramatic. By November of that year, Coca-Cola and its bottlers
had received more than a hundred thousand letters about the ad. At
that time the demand for the song was so great that many people were
calling radio stations and asking them to play the commercial.
Clearly, "I'd Like to Buy the World a Coke" had struck a chord deeper
than the normal response to the advertisement of a commercial
product, and Billy Davis asked Bill Backer to rewrite the lyrics
without the references to Coke.
2
Prepares and adapts an already written composition for presentation in other than
its original form.
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"I'd Like to Buy the World a Coke" has had a lasting connection with
the viewing public. Advertising surveys consistently identify it as one
of the best commercials of all time, and the sheet music3 continues to
sell more than thirty years after the song was written. Such is the
power of television advertising that through the enduring4 popularity
of this ad, at least, Coke has borne out5 something of Backer's
ambitious claims for it, becoming a common connection among
people.
Vocabulary
I True or False?
1. The Coca-Cola Company ended their “Things Go Better with
Coke” campaign because it was a failure.
2. They started a new campaign that centered on the slogan “It’s
the Real Thing” in 1970.
3. Bill Backer was traveling to London to arrange some radio
commercials for The Coca-Cola Company.
4. Because of the heavy fog at Heathrow Airport they landed at
Shannon Airport.
5. The passengers flew to London the next day.
6. Backer knew the last line of the song and wrote it on a napkin.
3
A hand-written or printed form of musical notation: synonym: score.
Lasting, durable.
5
Bear (bore, borne or born) out – prove right or justified, confirm.
4
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7. The television ad “I’d Like to Buy the World a Coke” was
first released in the U.S.
8. The demand for the song was so great that many people were
calling television stations and asking them to play the
commercial.
9. Bill Backer asked Billy Davis to rewrite the lyrics without the
references to Coke.
10. Advertising surveys considered it to be one of the best
commercials of all time.
II Match the highlighted words and phrases in the text with the
definitions:
1. An operation or series of operations energetically pursued to
accomplish a purpose.
2. A form of advertising in which goods, services, organizations,
ideas etc. are promoted via the medium of radio, television
etc.
3. Lack of excitement or interest.
4. A gathering of a sample of data or opinions considered to be
representative of a whole.
5. Extremely angry.
6. To collect something, especially information or support, to
gather.
7. To write something quickly and untidily.
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III Match the following words and phrases with their definitions.
1. advertise
2. slogan
3. advertising
4. launch
5. target audience
6. advertisement
7. persuade
8. product
9. consumer
a) to make someone decide to do something
b) to make a new product, book etc available for sale for the first time
c) a short phrase that is easy to remember and is used in
advertisements
d) a limited group etc that a plan, idea etc is aimed at
e) a picture, set of words, or a short film, which is intended to
persuade people to buy a product or use a service
f) someone who buys and uses products and services
g) public promotion of some product or service
i) something that is made in a factory in large quantities, usually in
order to be sold
j) to call the attention of the pubic to a product or service
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IV Match each word on the left with a word on the right. Then use
these expressions to complete the sentences that follow.
advertising
sponsor
radio
message
limited
commercial
persuasive
agency
brand
budget
popular
loyalty
non-personal
campaign
well-defined
promotion
1. An _____________________ is a service business dedicated
to creating, planning and handling advertising (and sometimes
other forms of promotion) for its clients.
2. A ____________________ is a form of advertising in which
goods, services, ideas, etc. are promoted via the medium of
radio.
3. They planned to start a ________________ centered on a new
slogan.
4. They examine possible ways of building a business plan that
optimizes their brand on a ___________________.
5. Ad’s creators use ____________________ in their work.
6. Consumers who buy the same brand of goods are showing
____________________.
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7. Advertising
is
usually
defined
as
any
form
of
_____________________ of goods, ideas or services, paid by
a ___________________.
V Complete the text using the following words and phrases:
airtime, advertising jingle, shoot, executives, message, television
commercial, brainstorming session, agency, bottlers, ad, shipped,
public, budgets
The next day, Backer, Cook, and Davis presented the lyrics and
melody they had created during their all-night _____________ to
David Mackay, the arranger for the New Seekers, with instructions to
make his arrangement warm and appealing but not too cute. It was
immediately decided that the ___________ should begin with New
Seekers vocalist Eve Graham in order to have a woman initiate the
____________. And after trying out several versions in which the
New
Seekers
attempted
to
sing
the
song
as
a
typical
______________________, Backer and Davis convinced them to
relax and use their own folk/pop style instead. Several weeks later, on
February 12, 1971, "I'd Like to Buy the World a Coke" was
_________ to radio stations throughout the United States.
It promptly flopped. The Coca-Cola _________ hated the ad and most
refused to buy __________ for it. The few times the ad was played,
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the __________ paid no attention. Bill Backer's idea that Coke
connected people appeared to be dead.
Backer persuaded McCann to convince Coca-Cola _____________
that the ad was still viable but needed a visual dimension. His
approach succeeded: the company eventually approved more than
$250,000 for filming, at the time one of the largest ___________ ever
devoted to a ______________. Backer then spent weeks canvassing
the McCann creative staff for ideas, until Harvey Gabor, a young art
director, proposed that the song be treated for television as a "First
United Chorus of the World." He envisioned a group of young people
from all nations, in clothing representing their nationalities, singing
the song on a green hillside. Gabor's idea prevailed, and McCann
prepared to _____________ the commercial.
Producing the ad, however, proved to be one of the most challenging
projects in the ____________'s history. What kept the project alive
was belief in the strength of the ad's basic message, that Coca-Cola is
a bond connecting people to one another.
Webtask
Find information about a well-known advertisement that you
particularly like. Present it to your class. Are there any advertisements
you dislike? Why?
84
LANGUAGE FOCUS
REPORTED SPEECH
There are two ways of relating what a person has said. We can use the
exact words and quotation marks (direct speech) or you can use a
reporting verb and indirect speech (indirect speech).

direct speech (She says: ‘I really like this ad.’)

indirect speech (She says (that) she really likes this ad.)
When we use the present, the present perfect or the future in the
reporting verb, there is no change of tense in the reported clause.
‘The company approves the budget for the ad.’
He says that the company approves the budget for the ad.
When we use the past tense in the reporting verb, the verbs in the
reported clause will be changed into a corresponding past tense (one
step back into the past from the original). But when reporting
general truths or words that are still relevant we do not change
verb tenses.
He said that the company approved the budget for the ad.
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A change of place and time implies changing words like today, here,
this, now, etc. used in the direct speech.
I’ll present this ad next week
He said he’d present that ad
the next week.
I
prepared
to
shoot
commercial last Monday.
the He said he had prepared to
shoot
the
commercial
the
Monday before.
I want to meet the manager He said he wanted to meet the
tomorrow.
manager the next day.
I tried to contact Mr. Brown He said he had tried to contact
yesterday.
Mr. Brown the day before.
DIRECT SPEECH
REPORTED SPEECH
this/these
that/those
here
there
now
then
today
that day
tonight
that night
next
the next
tomorrow
the next day
86
next week
the next week
yesterday
the day before
two days ago
two days before
last year
the year before
LANGUAGE PRACTICE
I Turn the following sentences into reported speech using a suitable
reporting verb (in the past tense) from the box bellow.
mention, announce, say, confirm, state, complain, decide, explain
1. ‘The agency producer usually travels to London.’
The manager
2. ‘My partner has just been fired.’
He
3. ‘We made up our mind and we’ll hire another advertising
agency next time.’
They
4. ‘I really like this ad!’
She
5. ‘They’ll start their campaign tomorrow.’
They
6. ‘The television ad was released in Europe last month.’
87
The agency
7. ‘Backer’s flight didn’t reach London.’
They
8. ‘The passengers gathered in the airport coffee shop awaiting
clearance to fly.’
Backer
II Turn into reported speech:
1. Some say: ‘Advertising presents goods or services to prospective
consumers, making them buy things they do not need.’
2. The manager told the advertiser: ‘We have to decide which media
is going to be used to best reach the target audience.’
3. ‘We’ll launch a new product next week.’ he said.
4. The adman said: ‘This campaign needs a good slogan.’
5. ‘Your ad will appear tomorrow.’ he informed me.
6. ‘I thought of using direct mail advertising in order to promote these
new products.’ he said.
7. ‘It’s useless to create a brilliant ad if the right audience doesn’t see
it.’ the manager told us.
8. ‘What message do you want to send?’ he asked me.
9. ‘We thought about our strategy and we discussed it last week.’ he
said.
10. ‘I sent him the sample four days ago.’ the secretary replied.
III Choose the best option. Only one choice is possible.
88
1 He said that advertisements ……… the consumers.
a) mislead
b) misled
c) had mislead
d) misleads
2 They claimed they had paid ……..
a) a week ago
b) a week before
c) yesterday
d) last week
3 The customer explained that he …..… the next day.
a) return
b) returned
c) would return
d) will return
4 She said she …….. do it by herself.
a) can
b) is able to
c) may
d) could
5 He thought we …….. the latest news.
a) had heard
b) heard
c) hear
c) have heard
IV Complete the second sentence so that it means the same as the first
one, using the word in bold.
1 “Why did he refuse to join the team?”
wondered
We ……………………………………...……… to join the team.
2 “Where’s the meeting?”
asked
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She ………………………………………………………….……
3 “This is the first time he has been late.”
never
They said that ……………………………………….. late before.
4 “I will not pay the balance!”
refused
He …………………………………….…………….. the balance.
5 He advised her to attend the meeting.
better
“You ……………………………….……………… the meeting.”
V Translate into English.
1 El a spus ca publicitatea influenteaza cumparatorul in scopul
achizitionarii produsului respectiv.
2 Stuart Ewen afirma ca publicitatea promoveaza o societate de
consum si o cultura de masa.
3 Agentia de publicitate ne-a informat ca accepta sa promoveze noul
produs.
4 Agentul de publicitate a spus ca un mesaj atragator va determina o
atractie fata de produs.
5 Unii oameni considera ca reclamele induc in eroare cumparatorul,
facandu-l sa cumpere produse de care nu are nevoie.
90
JAPANESE LIFETIME EMPLOYMENT
Speaking
1. Comment on the following statements:
We live to work. We work to live. Work is the most important thing
in life. Work is only a way to get the financial support in order to do
the things you enjoy.
2. Talk about the advantages and disadvantages of lifetime
employment. Is it better to change companies from time to time?
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Reading
JAPANESE LIFETIME EMPLOYMENT
The Japanese work environment is based on a lifetime employment
practised by large corporations. This model appeared as a result of
workforce shortage. Consequently, large companies recruited the best
employees and offered them job security and fringe benefits.
Lifetime employment refers to an employment contract starting from
college graduation until retirement. During this period large
investments are made in training, lifelong learning and competence
development.
A family’s income usually depends on wages. Wages start low, but
promotions are made taking into account seniority and skills
development. Hard work and many hours of overtime, loyalty to the
company, are usually involved with lifetime employment. Japanese
workers avoid changing their workplace because they would lose
seniority advantages, bonuses and important fringe benefits.
However, even in the large corporations, there are permanent and
temporary employees. While a permanent employee enjoys a secure
job for life, benefits and promotions, a temporary employee is not
eligible for benefits or promotions and is the first to be laid off when
92
there is no work for him. In addition, permanent employees earn the
highest wages, especially those working in finance, high technology,
petroleum industry etc.
Besides the wage, the Japanese employee receives two bonuses, one
at the middle of the year and another one at the end of the year. They
are also offered a large number of fringe benefits, such as incentive
payments, living allowances etc.
As for working conditions, they vary from company to company. It
was well known that the number of working hours in Japan was the
highest compared to that in the USA or France.
Vocabulary
I Match the highlighted words and phrases in the text with the
definitions:
1 status obtained as the result of a person’s length of service within a
company
2 money that you earn
3 when you stop working, usually because of your age
4 persons who work for another person or company for financial
compensation
5 not being in danger of losing your job
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6 the time spent at work in addition to your normal working hours
7 fired because there is no work available any more
8 employment for a long period, from school graduation until
retirement
9 the workers employed in a particular industry or company
10 additional advantages offered besides wages
11 money used to make a business successful
12 more important positions in a company
13 additional payment that encourages you to work harder
14 continuing or existing all through your life
15 the building or room where you work
II Find synonyms in the text for the following words:

dismiss

worker

get

salary

firm

gain
III Use the following phrases in your own sentences:
94
Minimum wage – the lowest amount of money that an employer can
legally pay to an employee
Living wage – a salary that allows you to buy the things that you
need to live
Wage-earner – someone in a family who earns money for the rest of
the family; someone who works for wages
Income – the money that you earn from your work
Income tax – tax paid on the money that you earn
Fixed income – an amount of money that does not change
Employ – to pay someone to work for you
Employee – someone who is paid to work for someone else
Employer – person or company that employs people
IV Complete the sentences using the phrases below:
recruit employees
market
wages
migrant workers
skills
workforce
vacancies
issue
training
staff
employment
labour
jobless
unemployment
1.
A lot of his company work is done by …….. .
2.
The firm closure leaves 60 workers …….. .
3.
People able to work exceed the number of …….. .
4.
Labour market issues include …….. , …….. and …….. .
95
5.
In today’s …….. , unemployment is still a major …….. all
over the world.
6.
Many businesses find it difficult to …….. employees with
the …….. they need.
7.
It is of utmost importance to identify skills gap in the ……..
and to provide …….. with …….. .
8.
We are a multi-national corporation with 145,000 ……..
worldwide.
V Fill in the gaps using the following words:
unemployment
seasonal
the unemployed
workers
jobless
compensation
income
job
the off-season
The ____________ rate has increased lately due to economic reasons.
In many countries, ___________ receive aids to help them survive
until they can find a new ___________. Usually unemployment
___________
depends
on
the
previous
____________
and
compensates for one-third of it. Many unemployed ____________
come from ____________ industries. For example, in tourism
workers have a job only during the summer, while during
____________, most of them remain _____________ .
96
VI Talk about working conditions in your country. Discuss issues
such as: job security, wages, promotion, fringe benefits, decisionmaking.
LANGUAGE FOCUS
THE PASSIVE
We use the passive when we are more interested in the action than the
person who does it.
We form the passive by using the appropriate tense of be + a past
participle. The subject of the active verb becomes the agent of the
passive verb. The agent is very often not mentioned.
We use by when we mention the agent (the person or thing doing the
action).
A temporary employee […] is the first to be laid off when there is no
work for him.
97
They are also offered a large number of fringe benefits (by their
employers).
During this period large investments are made in training, lifelong
learning and competence development.
LANGUAGE PRACTICE
I Turn the following sentences into the passive.
1 In Japan, large companies practise the lifetime employment model.
2 Large companies recruited the best employees and offered them job
security and fringe benefits.
3 Employers often offer bonuses to their employees.
4 They also lay off workers when there is no work for them.
5 They made huge investments in training and professional
development.
6 The care sector attracts more qualified migrants to the profession.
7 Many migrant workers do not declare caring activities.
8 Policymakers have to develop strategies to improve the social
system.
9 Older people increasingly looking for jobs pressure the labour
market.
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10 The company values highly an older workforce because of its
professional experience.
II Rewrite the following sentences without changing their meaning.
1 This new period of training gives trainees the chance to improve
their skills.
2 The company hires experienced workers.
3 Hard working employees receive bonuses for special performance
and initiative.
4 The employer instructed his staff.
5 They calculated his income tax.
6 We saw him in Paris last week.
7 They built a new office block overlooking the park.
8 A block of flats replaced the old house.
9 Many companies spend a lot of money in order to train their staff.
10 People have studied the art of team building.
III Write passive sentences using present and past tenses:
1 improvements in working conditions/make/employers
____________________________________________________
2 credit card/use/worldwide
____________________________________________________
3 television audience/increase/popular shows
____________________________________________________
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4 intensive training/undergo/all the team
____________________________________________________
5 new sales techniques/learn/during the course
____________________________________________________
6 full employment/consider/unrealistic goal/economists
____________________________________________________
7 employment for local people/provide/a new French company
____________________________________________________
8 he/help/to find a new job/employment agency
____________________________________________________
9 seasonal workers /offer/seasonal jobs
____________________________________________________
10 unemployment/consider/social problem
____________________________________________________
IV Complete the sentences using the following passive forms:
is made
is being redecorated
will be signed
was made
had been hired
1. I was allowed to resign after a new employee ________ .
2. My office furniture __________ in Italy.
3. His office ____________________ at this very moment.
4. In future all contracts ___________ by me.
5. Wine __________ from grapes.
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V Translate into English, using the following phrases: employment
contract, income tax, green card, trade union, immigrant.
1 Impozitul pe salariu este platit de catre societatea angajatoare.
2 Cartea verde este oferita in SUA lucratorilor cu inalta calificare.
3 Canada si SUA sunt preferate de catre imigrantii cu studii
universitare.
4 Contractele de munca pe o perioada determinata au fost respinse de
sindicate.
5 Reducerea impozitului pe venit a fost aprobata luna trecuta.
LEADERSHIP
Speaking
1. Comment on the following statements:
The role of a leader is to encourage and stimulate staff and to develop
talent within an organization. His/her role is to proficiently organize
the collaboration and support of other people in order to accomplish
goals and objectives.
101
Opinions differ about what is the best way to manage and motivate
employees. Some leaders prefer to delegate responsibility to
subordinates while others prefer to control operations directly.
Think about various motivation techniques. Can fear motivate
employees?
Reading
Brazilian-born executive Carlos Ghosn has become well known as
one of the automobile industry's great turnaround performers. Dubbed
"le cost killer" and "the destroyer" by those on the receiving end of
his streamlining, he also had a more positive and more telling
nickname: "Mr. Fix-It."
Carlos Ghosn is presently CEO of Renault - Nissan. He attempted
something virtually unprecedented in the corporate world: he stayed
on as co-chairman at Nissan while taking the positions of president
and CEO at Renault. He is largely credited with turning around the
fortunes of both companies when he took over in 1999. Ghosn did not
just rescue these companies but he turned them into market leaders.
As an outsider in charge of one of Japan's largest companies, Ghosn
has been extremely successful. He became CEO of Renault, Nissan's
partner and shareholder, in April 2005, succeeding Louis Schweitzer,
while remaining CEO of Nissan as well.
102
Before he joined Renault, Ghosn had worked for Michelin North
America as chairman and CEO. Previously, Ghosn had worked as the
COO of Michelin's South American activities based in Brazil; as head
of research and development for industrial tires in Ladoux, France;
and as plant manager in Le Puy, France.
Prior to joining Nissan, Ghosn had served as executive vice president
of the Renault Group. In addition to supervising Renault activities in
the Mercosur, he was responsible for advanced research, car
engineering and development, car manufacturing, and purchasing.
Ghosn joined Nissan as its chief operating officer in June 1999,
became its president in June 2000 and was named chief executive
officer in June 2001. His turnaround of Nissan has gained him
celebrity throughout Japan. When he joined the company, it had debt
of $20 billion and only three of its 48 models were generating a profit.
As the first non-Japanese president of an automaker in Japan, Ghosn
was viewed as an outsider by the media and parts of Nissan. He
apparently broke all the rules of doing business in that country as he
planned Nissan's turnaround. But he promised to resign if the
company did not reach profitability by the end of the year, and
claimed that Nissan would have no net debt by 2005. He defied
Japanese business etiquette, cut thousands of Nissan jobs, closed five
factories, and auctioned off prized assets such as Nissan's aerospace
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unit. Finally, he brought in new staff, hiring a top designer from rival
Isuzu and bringing Renault personnel in from France. To cope with
the variety of languages spoken, he instituted English as the official
language for company operations and rewarded managers who
learned to speak the language.
His radical moves have made him Public Enemy No. 1 to Japanese
traditionalists. However, in one year, Nissan's net profit climbed to
$2.7 billion from a loss of $6.1 billion in the previous year. Nissan's
operating profit (EBIT, or earnings before interest and taxes) margin
has increased from 1.38% in FY 2000 to 9.25% in FY 2006.
Vocabulary
I True or false?
1. Carlos Ghosn was born in America.
2. Presently he is CEO of Renault – Nissan.
3. He became CEO of Renault in April 2004.
4. Prior to joining Renault, Ghosn had worked for Michelin
North America as chairman and CEO.
5. Ghosn joined Nissan as its chief operating officer in June
1999, and was named CEO in June 2001.
6. When he joined the company, it had debt of $10 billion and
only one of its 48 models were generating a profit.
7. He broke all the rules of doing business in Japan as he planned
Nissan's turnaround.
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8. Ghosn cut thousands of Nissan jobs, closed five factories, and
auctioned off assets such as Renault's aerospace unit.
9. To deal with the variety of languages spoken, he instituted
Japanese as the official language for company operations.
10. Japanese traditionalists were fond of Ghosn’s radical moves.
II Comment the following statement: Leaders are made, not born.
III Match the words from the text with the definitions below.
CEO
chairman
president
executive
manager
COO
head
partner
shareholder
vice president
1. A person in charge of a meeting or an organization.
2. A person appointed and given the responsibility to manage the
affairs of an organization and the authority to make important
decisions.
3. Abbreviation for chief operating officer; executive responsible
for (1) the day-to-day running of the critical departments of a
firm such as production, marketing and sales, and distribution,
(2) establishing procedures and processes to ensure their
smooth functioning, and (3) providing timely operational
information and assistance to the CEO. Also called general
manager.
4. Someone who owns shares in a company or business.
5. The person who is responsible for managing an organization.
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6. Abbreviation for chief executive officer: top executive
responsible for a firm’s overall operations and performance.
7. Someone in charge of or leading an organization.
8. The person who has the position immediately below the
president.
9. The person who has the highest position in a company or
organization.
10. One of the owners of a business.
IV Match the words with their definitions.
1. streamline
a) to sell something in a public auction
2. dub
b) a public sale of goods or property
3. turn around
c) the things that a company owns
4. auction off
d) to change an unsuccessful business
so that it becomes successful
5. auction
e) to give something or someone a
particular name, especially describing
what you think of them
6. assets
f) to improve the effectiveness of an
organization
V Complete the table below.
noun
1. success
adjective
verb
……………
……………
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2. variety
……………
…………….
3. work
……………
…………….
4. manager
……………
…………….
5. defiance
……………
…………….
6. move
……………
…………….
7. profit
……………
…………….
8. increase
……………
…………….
9. development
……………
…………….
10. organization
……………
…………….
VI Match each word on the left with a word on the right.
a)
1. vice
margin
2. car
officer
3. general
industry
4. reach
profitability
5. automobile
manager
6. business
leader
7. market
etiquette
8. profit
president
9. chief operating
manufacturing
1. make
shares
2. lead
rules
b)
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3. own
decisions
4. do
costs
5. join
profit
6. generate
a company
7. cut
business
8. break
an organization
1. credited
around
2. be responsible
of
3. be based
with
4. climb
over
5. take
to
6. auction
in
7. work
off
8. cope
in
9. turn
with
10. be in charge
for
11. bring
for
c)
VII What are they responsible for? Who are they responsible to?
Use the following constructions: deal with, take care of, be
responsible for, cope with, be in charge of.
CEO
COO
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President
Vice president
Chairman
Secretary
Describing responsibility
Her/his job is to …
Her/his job entails/involves …
… is responsible for …
… is responsible to ….
… in charge of …
Saying what someone does
… looks after …
… deals with …
… organizes …
… works for …
… reports to …
… manages …
Webtask
Find information about ‘fat cats’. Present it to your class.
PHRASAL VERBS
109
Match the phrasal verbs below with the appropriate definition then
use them in your own sentences.
1 work out
a) prevent a difficult or unpleasant
situation from happening
2 profit from sth
b) stop employing someone, usually
because there is no work for them to do
3 head sth off
c) earn money from something
4 lay off
d) increase the price or value of
something
5 put sth up
e) happen or develop in a particular way
LANGUAGE FOCUS
PAST PERFECT
We form the past perfect with had and a past participle. Regular verbs
have a past participle form which is the same as the past tense form
(we add –ed to the base form). Irregular verbs (e.g. go) often have a
past participle form (e.g. gone) which is different from the past tense
form (e.g. went).
Before he joined Renault, Ghosn had worked for Michelin North
America.
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We often use the contracted form of had (‘d) in spoken English.
We use the past perfect to describe an action which is completed
before a time in the past. We can include a specific time reference.
By the time the sales representative arrived, the manager had
postponed the meeting.
PAST PERFECT CONTINUOUS
We form the past perfect continuous tense with had been and the
present participle.
We use the past perfect continuous to show that something started in
the past and continued up until another time in the past.
He had been working for a computer company for five years when it
went out of business.
He had been underestimating his employees for months when they
went on strike.
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LANGUAGE PRACTICE
I Put the verbs in brackets in the past perfect.
1. Before he joined Renault, Ghosn …….. (work) for Michelin
North America as chairman and CEO.
2. Prior to joining Nissan, Ghosn …….. (serve) as executive vice
president of the Renault Group.
3. General Motors and Ford experienced the same problems
Ghosn …….. (solve) at Renault and Nissan.
4. Nissan was saddled with $20 billion in debt, …..… (lost)
money for seven of the previous eight years, and … (hit) its
production peak ten years before, in 1989.
5. Other Westerners …….. (hold) top executive positions in
Japan, but Ghosn was the first foreigner given the title of
president at Nissan in 2000.
6. Sir Alex Ferguson, manager of Manchester United, ……..
(lose) his temper after a defeat and kicked a boot, which hit a
footballer.
7. He was astonished to discover the manager … (fire) him the
previous day.
8. They …….. successfully …….. (identify) a new business
opportunity before they founded the company.
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9. Before signing the contract, the new CEO …….. (negotiate) a
lavish retirement package.
10. The company …….. already …….. (make) a big profit when
they decided to reinvest in research and development.
II Complete the text with the correct form of the verbs in brackets.
Use the past simple or the past perfect.
Carlos Ghosn was born in Porto Velho, Brazil, on March 9, 1954. His
father, Jorge, … (work) for an airline and … (have) a job involving
lots of travel, something that would later seem very familiar to Ghosn.
His parents … (immigrate) from Lebanon, and when Carlos … (be)
six he and his mother … (return) to live there. Ghosn … (learn) to
speak four languages fluently, and he later … (begin) working on
several others, including Japanese. In Lebanon Ghosn … (attend)
topflight schools. As an adult Ghosn would attribute the ease with
which he … (move) among different cultures to the global upbringing
and education he … (receive).
III Complete the text below with the appropriate tense of the verbs.
I can't believe I …..… (get) the job. I …….. (submit) my application
last week, but I didn't think I had a chance of actually getting it. When
I … (reach) the human resources department, there were at least
eleven other people who … (arrive) before me. Most of them ……..
(fill, already) out their applications and were already leaving.
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However, the secretary said I could still apply, so I did. I …….. (try)
to fill in the form, but I couldn't answer half of the questions. They
…..… (want) me to include references, but I didn't want to list my
previous work place because I …..… (have) some problems with my
chief in the past and I knew he wouldn't recommend me.
It was total luck that they …….. (decide) to hire me. It turned out that
my education and qualifications …….. (make) a big difference.
IV Put the verbs in brackets in the appropriate tense.
Enron was founded in 1985 when two gas companies, Houston
Natural Gas and InterNorth, ……..1 (merge) to create the first national
natural gas pipe network. Three years later, Enron ……..2 (open) its
first offices abroad. At the same time as opening offices overseas,
Enron ……..3 (begin) trading natural gas in North America. During
the 1990’s, Enron ……..4 (continue) to develop and diversify at an
incredible rate. It ……..5 (invest) $2 billion in a power plant in India,
……..6 (buy) a water company in the UK and ……..7 (acquire) an
electricity company in Portland. By the turn of the century, an
extremely competitive work culture ……..8 (develop). Each year 15%
of Enron’s employees were dismissed and replaced with younger,
ambitious graduates. By the end of 2000, annual revenues ………9
(reach) $100 billion, making Enron the sixth-largest energy company
in the world. In 2001 the first evidence of false accounting appeared
when Enron admitted it ……..10 (lose) $570 million. A formal
investigation
into
Enron’s
investments
was
launched.
The
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investigation found that the company and its accountants ……..11 (lie)
to its shareholders and employees. Finally, the company was declared
bankrupt, but the directors ……..12 (sell) already their shares and
walked away with the profits.
LANGUAGE FOCUS
COUNTABLE AND UNCOUNTABLE NOUNS
Countable nouns have a singular or plural form. You can count them.
books, guests, cars
Uncountable nouns only have a singular form. You cannot count
them.
weather, information, advice
We use a/an with single countable nouns.
a book, an article
115
Many nouns can be used as countable and uncountable nouns, usually
with a difference in meaning.
The new building has two conference rooms.(place)
He moved to make room for his new colleague. (space)
Drinks are usually uncountable. But they can be countable if it’s a cup
or a glass.
We’d like two teas and a coffee.
SOME, ANY
We use some and any with plural countable nouns and uncountable
nouns. Some is used in positive sentences and any is used in negative
sentences and questions.
There are some interesting buildings near here.
There is some sand on my dress.
There aren’t any flowers in the room.
Is there any food left?
MUCH, MANY, A LOT (OF)
We use many and a lot (of) with plural countable nouns.
many guests, a lot of visitors
We use much and a lot (of) with uncountable nouns.
much food, a lot of food
Many and much are more common in questions and negatives. We
use a lot (of) in positive sentences.
I don’t have many friends.
He didn’t drink much water.
They put a lot of money into the family business.
116
FEW, A FEW, LITTLE, A LITTLE
We use few, a few with countable nouns.
A few restaurants open after 8 am. (= some)
We use little and a little with uncountable nouns.
He drinks very little coffee. (= not much)
LANGUAGE PRACTICE
I Match the items on the right to the most likely measurement or
container on the left.
1. a slice of
2. a cup of
3. a tube of
4. a glass of
5. a bar of
6. a ball of
7. a pinch of
8. a pint of
9. a tank of
10. a can of
a) toothpaste
b) Coke
c) cake
d) coffee
e) wool
f) soap
g) petrol
h) salt
i) beer
j) wine
II Complete the sentences with a, an, some or any.
1. Would you like …….. more champagne, madam?
2. Are there …….. vacant seats for flight BA435 to London?
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3. Can I have …….. glass of wine, please?
4. Would you like ……. cup of coffee before you join the
meeting?
5. Could I have ……. orange juice, please?
III Decide on the following nouns whether they are countable,
uncountable or both countable and uncountable. Then put them in the
correct groups.
 Equipment
 Money
 Machine
 News
 Advice
 Flight
 Information
 Police
 Chocolate
 Wine
 Luggage
 Trip
 Progress
 Team
countable
both
uncountable
IV Match the countable expressions with the nouns.
1.
2.
3.
4.
5.
6.
7.
a sheet of
a rack of
a bottle of
a bunch of
a piece of
a bar of
a jug of
a) rice
b) grapes
c) information
d) lamb
e) paper
f) mineral water
g) cheese
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8. a glass of
9. a grain of
10. a chunk of
11. a shower of
12. a spell of
h) chocolate
i) juice
j) milk
k) bad weather
l) rain
V Complete the sentences with the words below.
a little
any
some
much
many
little
few
a few
1. …….. European companies were forced to cut expenses
because of the recession.
2. He doesn’t like …….. Chinese food.
3. …….. corporations have become increasingly globalized.
4. …….. employees are well-paid at this consulting firm.
5. Can I give you …….. advice?
6. We had …….. problems with the new computer.
7. There’s very …….. choice under the circumstances.
8. He doesn’t earn …….. money.
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CONSOLIDATION
I CONFUSING WORDS
Complete the sentences by using a suitable word from the list. Use
each word once only.
Exercise 1
practice
practise
base
based
1. I recommend you this Milan- ____________ firm of
accountants.
2. In
Japan,
large
companies
_________
the
lifetime
employment.
3. They ____________ their decision on their previous
experience.
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4. The unethical ________ of some advertisers led to more
restrictive regulations in the advertising industry.
Exercise 2
familiar
according
accustomed
concerned
aware
1. We all got ____________ to watching a lot of TV
commercials.
2. Some advertising associations are ____________ with
maintaining high standards.
3. __________ to a recent survey, the television industry
depends on advertising for its revenue.
4. They are all ________ of the importance of advertising
nowadays.
5. I am not __________ with certain types of advertising,
particularly those involving contests.
II MULTIPLE CHOICE
Choose the right variant. Only one choice is correct.
121
1. An _______ is a service business dedicated to creating, planning
and handling advertising (and sometimes other forms of promotion)
for its clients.
a) advertising budget
b) advertising agency
c) advertising survey
d) advertising jingle
2. Ad’s creators use ______ in their work.
a) persuasion messages
b) persuading message
c) persuasive messages
d) persuasives messages
3. He said he had tried to contact Mr. Brown ________ .
a) last week
b) a day ago
c) the day before
d) yesterday
4. The customer explained that he ________ the next day.
a) would return
b) returned
c) return
d) will return
5. The firm closure leaves 60 workers _______.
a) jobber
b) jobless
c) jobbing
d) jobsworth
6. We are a multi-national corporation with 145,000 ________
worldwide.
a) staff
b) labour markets
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c) employers
d) migrant workers
7. The ____________ rate has dramatically increased lately due to
economic reasons.
a) unemploiment
b) employ
c) unemployment
d) employes
8. In Japan, large companies _________ the lifetime employment
model.
a) practise
b) practises
c) practice
d) practiced
9. They also ________ workers when there is no work for them.
a) lay off
b) lay down
c) lay on
d) lay for
10. The company values ________ an older workforce because of its
professional experience.
a) high
b) highest
c) highly
d) higher
11. Large investments ________ in training, lifelong learning and
competence development.
a) is made
b) be made
c) will made
d) are made
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12. Employers often ____________ bonuses to their employees.
a) are offering
b) offer
c) will offer
d) offers
13. The present trend is for all banks to offer a ________ range of
financial services.
a) wide
b) widely
c) widest
d) widen
14. They have ________ their prices by 10 %.
a) raise
b) rose
c) raised
d) risen
15. The company _______ an entire aircraft to fly 100 employees to
Spain for their annual holiday.
a) rented
b) chartered
c) hired
d) let
16. Mr. Smith has been given a 10% ________ in salary.
a) arise
b) rose
c) raise
d) rise
17. I am writing to you _________ our order no. 427560.
a) for
b) about
c) on
d) over
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18. A Bill of Lading is a receipt ________ by the shipping company
to confirm that the goods have been loaded on board ship.
a) given
b) gave
c) give
d) gived
19. The prices _______ are satisfactory and there is also a good
discount.
a) given
b) offered
c) stated
d) quoted
20. He assured me that his company could meet our __________, and
deliver the goods on the due date.
a) deadlock
b) deadline
c) deadpan
d) deadweight
21. We have _____________ your advertisement ______ Ranger
Vehicles.
a) seen/for
b) saw/in
c) see/from
d) been seen/for
22. We look forward to _________ from you.
a) hear
b) heard
c) hearing
d) be heard
23. Last month the interest rate that we pay on our bank loan
_________ from 12% to 15%.
125
a) rise
b) has risen
c) raised
d) rose
24. Many migrant workers _____________ caring activities.
a) do not declare
b) declares
c) doesn’t declare
d) declaring
25. Older people ____________ looking for jobs pressure the labour
market.
a) increased
b) increase
c) increasingly
d) increasinglly
26. The advertising message is intended __________ a specific
audience, called the target audience.
a) to
b) for
c) by
d) on
27. Backer noticed that several passengers who _________ among the
most irate were now laughing.
a) had been
b) were
c) was
d) have been
28. Advertising surveys __________ identify it as one of the best
commercials of all time.
a) consistence
b) consistent
c) consistentlly
d) consistently
126
29. He said he wanted to meet the manager ____________.
a) tomorrow
b) the next day
c) the day before
d) now
30. The Japanese work environment is based _______a lifetime
employment practised by large corporations.
a) onto
b) upon
c) on
d) at
31. People able to work exceed the number of ______________.
a) vacations
b) vacancy
c) vacancies
d) vacant
32. He said that advertisements ______ the consumers.
a) mislead
b) misled
c) had mislead
d) misleads
33. The customer explained that he ______ the next day.
a) return
b) returned
c) would return
d) will return
34. She said she ______ do it by herself.
a) can
b) is able to
c) may
d) could
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35. He thought we _______the latest news.
a) had heard
b) heard
c) hear
d) have heard
36. The following words __________ be stenciled on all sides of the
cases.
a) have
b) should
c) are
d) may
37. Business is carried _______ on the trading floor, where chartering
agents and brokers make oral agreements.
a) through
b) out
c) by
d) down
38. I have examined the ________ received from Global Tours and
am convinced that they meet our requirements.
a) proof
b) specimen
c) samples
d) dispatch
39. I _______ already ___________ our packing instructions to Mr.
Martin.
a) have/given
b) be/given
c) was/given
d) will/give
40. One aspect of a good ___________ is that you and your staff
would receive complete training in running the business.
128
a) franchisor
b) franchising
c) franchisee
d) franchise
41. Advertising _______ an efficient way of spreading messages and
drawing consumers’ attention to goods and services.
a) represent
b) is representing
c) represents
d) have represented
42. The ________ passengers were _______ to share rooms at the
one hotel available in Shannon or to sleep at the airport.
a) irate/obliged
b) irrate/obliged
c) irated/oblige
d) irately/obliged
43. In that moment I _________ to see a bottle of Coca-Cola as more
than a drink.
a) will begin
b) began
c) begun
d) begin
44. Heathrow Airport was still fogged ___, so the passengers were
________ to Liverpool.
a) in/redirect
b) off/redirected
c) out/redirect
d) in/redirected
45. I need ________ information about timetables and freight rates
for our export order.
a) many
b) some
129
c) any
d) none
46. The goods will be available for collection from our ________ on
4 May.
a) warehouse
b) deposit
c) premises
d) headquarter
47. I am writing to you in connection ________ the packing of the
overhead projectors.
a) to
b) for
c) with
d) on
48. I’d like _______ how our last ___________ of flip charts was
packed.
a) know/consignement
b) knowing/transport
c) to know/consignment
d) to know/transportation
49. He said he’d present _____ ad _________ .
a) this/tomorrow
b) that/the next week
c) these/the next day
d) those/next week
50. He said that the company ___________the budget for the ad.
a) had approved
b) approves
c) will approve
d) approve
51. A family’s ____________ usually depends on wages.
130
a) revenue
b) incoming
c) outcome
d) income
52. The Japanese work environment is based on a lifetime
employment ___________ by large corporations.
a) practised
b) practiced
c) practice
d) practise
53. Lifetime employment refers to an employment contract starting
from college graduation until __________.
a) retired
b) retirement
c) retiring
d) retiree
54. Promotions are made taking into account ___________ and skills
development.
a) experiences
b) seniority
c) age
d) ageing
55. The traditional business of the Baltic Exchange has been the
__________ of tramp ships for specific voyages.
a) leasing
b) renting
c) hiring
d) chartering
56. When a salesman ___________an order, it could be the result of a
failure in body language, rather than the result of what he has actually
said.
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a) lose
b) lost
c) will lose
d) loses
57. According ______ our sales figures for the last quarter, the
demand for this type of notebook is continuously rising.
a) with
b) on
c) to
d) for
58. It is important to create as many ___________ and taxpayers as
possible.
a) wage-earners
b) workers
c) salaried
d) employees
59. There are a lot of jobs that don’t even pay a ____________ .
a) wage-packet
b) weekly wage
c) daily wage
d) living wage
60. Usually unemployment __________ depends on the previous
____________ and compensates for one-third of it.
a) revenue/wage
b) compensation/income
c) income/salary
d) salary/incomes
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BIBLIOGRAPHY
Foley, M. & Hall, D., Advanced Learners’ Grammar, Longman, 2006
Greener, Michael, Business Dictionary, Penguin, London, 1994
Lydenberg, Steven D., Rating America’s Corporate Conscience,
Addison-Wesley Publishing Company, 1986
Richardson, B., Richardson, Roy, Business Planning, Pitman
Publishing, London, 1992
Trappe, Tonya & Tullis Graham, Intelligent Business, Longman, 2009
E-SOURCES
Planning a Meeting
http://www.englishclub.com
http://www.effectivemeetings.com
www.meetingwizard.org
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www.esl.about.com
Telephoning to Exchange Information
http://www.nfib.com
http://thinkquest.org
http://www.phonepro.org
http://en.wikipedia.org
www.inventors.about.com
Voicemail Messages
http://www.nfib.com
http://www.businessknowhow.com
http://business.timesonline.co.uk
Marketing Brands
http://edinburghnews.scotsman.com
http://en.wikipedia.org
http://www.businessweek.com
http://news.bbc.co.uk
http://www.brandchannel.com
Advertising
http://memory.loc.gov
Japanese Lifetime Employment
www. wikipedia.com
www. eurofound.eu.int
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Leadership
http://www.notablebiographies.com
http://www.businessdictionary.com
http://news.bbc.co.uk/2/low/business/8501348.stm
http://en.wikipedia.org/
http://entrepreneur.com/management/leadership
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