Business Vision Student's Book

5/13/2018 Business Vision Student's Book

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Business Visionisa course for learners with anapproximately intermediate levelof English whouse, orwho are going touse, English intheireveryday working lives. Itaims to provide theessential vocabulary, grammar structures, andsituational language you willneed tofunction inEnglish in a professional environment. Theemphasis ison improving communication skills-on the phone, by email.face-to-faceoverlunch.inmeetings, both formal and informal, and standingin front ofan audience at a presentation.The content for Business Visionis taken from a widerange ofsources: newspapers, journals, reviews,bestselling non-fiction, websites, and originalinterviews. The author's main priority was toprovide interesting, stimulating material and createmaximum opportunities for discussion andpersonalization.

The Student's Bookis divided into ten theme-basedunits, and there are six sections within each unit.Every unit starts with a Kickoff section - thefunction ofthis isto provide a discussion point tointroduce the unit themes. The order and thelength ofthe three middle sections varies from unitto unit. Wordsat work focuses on vocabularydevelopment; Grammar at work concentrates onstructure; and Theinterview, which isbased on anauthentic interview with a representative ofaninnovative modern company, develops aspects oflistening skills and pronunciation. The grammar,vocabulary, and speech work they cover feeds intothe Business skillssection which follows them. Thefinal section ofeach unit is either Email(Units 1,3,5,and 9)orE x te n de d s p ea k in g activity (Units 2,4, 6,8,and 10).Ifthe units are studied insequence, you willgainthe maximum benefit from the systematicdevelopment ofgrammar and vocabulary and therecycling and revision built into the syllabus.However, the units also stand alone and could bestudied in no particular order according toyourown needs and interests.

4 Introduction

KickoffThis isthe first section ofeach unit, which isdesigned to introduce the unit theme. Itconsists ofone ortwo short discussion questions.WordsatworkAllthe texts inthis section have come frombusiness books, newspapers, orjournals. They areauthentic, insome cases very slightly adapted, sothat you willget a clear idea ofwhat real English islike.The exercises concentrate on word buildingand collocations work and the aim isto learn andpractise core vocabulary related to the unit topic.Glossaries containing explanations ofthe moredifficult words are provided onthe page, sothat youwill not be discouraged bytoo much unfamiliarvocabulary.In addition, there is a unit-by-unit Wordlistat theback ofthe book which contains clear, simpledefinitions ofthe key vocabulary foreach unittopic, (definitions are given the first time a wordappears inthe book) listed alphabetically with aphonetic transcription. You can learn these corevocabulary lists and use them for revision, whilstteachers can exploit them forvocabulary games,testing, and revision exercises.Grammar at workThis section teaches and practises core grammarareas within a practical work-related context.Further explanations and additional exercises arein the Reference sectionat the back ofthe book.The interviewOne ofthe primary aims ofthis course isto exposeyou to real English through live, face-to-faceinterviews with people from the business world. Inmost cases, the recordings are originals and whatyou hear isthe interviewee's real voice.When thescript has been re-recorded in a studio (incaseswhere the interview took place over the phone, forexample), care has been taken topreserve thewords and defining characteristics ofthe speech ofthe original interviewee. This section isintended tohelp you improve your understanding ofnaturalspoken Englishby identifying and analysing someofits features - for example elision, weak forms,repetition, and redundant utterances - inorder todevelop strategies forcoping with the difficulties

they present. There is also work onthe vowel andconsonant sounds that learners ofEnglish typicallyhave the most difficulty in recognizing andproducing.Business skillsThis section aims todraw together the grammarand vocabulary in the unit, but concentratesprincipally on the functional aspects ofspokenEnglish - for example what tosay onthe telephone,how tokeep a conversation going with someoneyou do not know very well, how to participateeffectively in a meeting and get people tolisten towhat you say, etc. Itcovers tips and techniques foreffective communication in these circumstances,as well as the language involved. The Referencesectioncontains lists ofuseful phrases you can usein these contexts.EmailThe email writing sections at the end ofUnits 1,3,5,7, and 9take you through a complete email-writing course, which covers the basic techniquesand language needed towrite clear and effectiveemailsin the most appropriate style.The Referencesectioncontains a list ofstandard phrases whichyou can use inemails.Extended spea kingThe extended speaking activities at the ends ofUnits 2,4,6,8 and 10giveyou the opportunity topractise your newly acquired skills and language inavariety ofmeeting scenarios.

FactoidsThe factoids are the interesting facts and statisticsquoted inthe margin on many pages oftheStudent's Book.They relate tothe general theme ofthe unit and their purpose isto givefurtherexamples oforinformation about the subject beingcovered, and to promote discussion. The Teacher'sBookcontains ideas for further exploitation ofthefactoids.

Audio material and tapescriptsThe listening material for the Student's Bookisavailable onboth audio cassette and CD.Thetapescripts are atthe back ofthe Student's Book,beginning on page 138.Teacher's BookInaddition to a step-by-step guide tousing theStudent's Bookmaterial inthe classroom, the 96-page Teacher's Bookcontains answers to alltheexercises, tips for teaching difficult language pointsand a wealth ofideas for lead-in and extensionactivities. Italso provides four progress tests withanswers and ten pages ofextra photocopiableactivities.WorkbookThe activities in the Workbook - which includeexercises, quizzes, reading comprehensionexercises, wordsearches, and crosswords-consolidate, practise, and extend the areas oflanguage taught inthe Student's Book.Website (www.oup.com/elt/businessvision)The website provides further practice andextension ofthe themes and language taught intheStudent's Bookin the form ofinteractive exercises,games, and activities. Other add-ons include aninteractive glossary.

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L ook at th e p ic ture a bove . W hat do y ou think it is trying to sa y abo ut them od er n w o rl d o f b u si ne ss ?W ha t d o y ou thin k m ake s a m odern co mp any su cce ssful? P ut th e follow in gin o rd er o f i mp or ta nc e. T he n c om pa re w ith a p art ne r.a h ig h- qu al it y p ro du ct s a nd s er vi ce s c a gg re ss iv e m ar ke ti ng a nd a dv er ti si ngb g o od p eo p le m a na g em e nt d f as t r ea ct io n t o c ha ng e

WORDS ATWORK

T he texts b elo w are from a b ook b y tw o S we dish b usines s exp erts ab outh el pin g y ou r b us in es se s t o s uc ce ed in th e n ew g lo ba l e co no my .R ead the texts a nd m atch w ith th e h ead ing s a-d below.a New m a na g em e ntb B r ai n p ow e r1

c Be dif feren t!d D o i t f as te r, d o i t n o w!ntellect ( n) - ability to think,intelligence

critical (adj)- most important 2W o rk er s n o w c on tr olthe pr incipalmeanso f p r o d uc t io n . I n a mod e rncompany 70 to 80 perc en t o f wh a tp eo p le d o ,i sd o n e u s in g t h e i rin te llects.The cr i t icalmeans o f p r o d u ct i on i ssma ll , g r ey , a n d we igh saround 1.3 kilograms. I t ist h e h umanb r a in .

y o u h av ea u n iq u e i d e ayourcompeti to rs wil ls t ea l i t i n twoo r t h re ew e ek s . .. T h er e i s o nl yo ne w a y o u t. D osome th i ng t h at t h ewo r l dh a s n o t se en b e fo r e.I n no v a te , so t h at wh a ty o u a r e, f or a m om en t i nt ime, i su n i q u e an duniquelycompetitive.

I the wildmarkete co nomy wh i ch n owex is t s i t i s increasinglydifficulttodifferentiateyourselt . l t youth inkab o ut i t ,mo s t o fwh a ty o ur b u si n e ss d o e scou ldbe boughtf romsomeon e e l se u s in g t h eYe l lowPag e s o r anI n te r ne t se a r ch en g in e . I f

wild (adj)- not incontrolto bedifferentmore and more diffi cu ltunique (adj) - the ony onelikethisInnovate ( v ) - to introducenew ideas/ waysof doingthings

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renew-a! ( n ) - making newimprovementapp ly t o ( v ) - t o co ncer n o rrelate toteuncf ( v) - t o i n tr od uce anew product

(adj1- importantkey In ) - t he thing that makessomething possible

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T h e mo s t c r it i ca l r e so ur c ea b u si ne s s h as w e ar ss h oe s a n d w a lk s o u t o f t h edoor aroundf iveo 'c lockeveryday . A s a resu l t,man agemen t an d l e ad e rsh ipa r ek ey s t o compet i ti v eadvan tage. Howyou attract ,t ra in, and motivate yourp eo pl e i smo r e impor t an tt h an t e ch n o lo g y . .. . Th eb o ssi s d e ad . N o l o ng e r c a n w eb e l ie v e i n a l e ade r whoc l aims t o k n owmo r e ab o u tev e ry t hi n g an dwho i salwaysr igh t .

T h e n eed f o r r e n ewal i s some thi n g t h atapp lies to every th ing in an organ izat ion ; i tc o n ce r ns ev e ry o n e.g o es o n ev e r ywhe r e an dis non-stop . . . .. . . . . . . . . _ ._ - . - _ _ ._ - _ _ . - - - - . - - .- - _ ..Move it:In 1995,1,000 new soft .crinks wer e l a u n ched o nth e Jap an ese ma r ke t . A year la ter, 1 p er c e nt o ft h em we r e s t i l lf o r sa l e .

.. - .. - - -,;. . . . . -.-.,;. -_ .. - . . . . -. -. - - - - - _ .. - - _ .. - - - - - . . - - . - - -- .., ,:Mov e . it faster: :,: A t H ew le t tP a c k a rd J. the ma jority ofre venue s :: c om e fr om pr od uc ts th at d id no t e xi st a y ea r a g o. :. - - - - - - _ . . . . -- --- _ .. _ .... - . - . _ . - -. - . . . . - - -.- - ... - - - - . - . _ .~- .. - _ .. . .; . . . . . ------..; . . . . ----- .. - .. --- - - -- -- .. ----~i Move it now: i,: I nT ok yo ,y ou c a n o r de r a c us to mi ze d T oy ot a on :: M onday and be driv ing it on Friday. ,.,;..,;. . . - - _ . .;.,;. .. . -. - . . . ; . .. -- _ . . . . .- : - _ . .---- .. - . . . . . - . . . - . - . - . _ - - _ . - - - - - . - .. .

R ea d t he t ex ts a ga in . A re t he fo ll ow in g t ru e (T ) o r f al se ( F) ?1W hat m ost pe ople d o at w ork all d ay is us e th eir brains.2 B ecau se of the In te rne t, it is no w ea sier to b e different and un iqu e.3 H ew lett P ack ard m ake s m ost m one y from p rod ucts lau nch ed la st year.4 A co mp any w ill be m ore c om petitive if it m an ages its em ploye es w ell.S A s tr on g b os s is i mp ort an t in g oo d m an ag em en t.Read the texts once m ore, and use them to help you complete the tab lebelow , as in the exa mple . A ll the w ord s y ou nee d are in the texts.

t he q ue st io ns w it h a p ar tn er.1W ho is th e m ar ke t l ea de r / l ea de rs hi p a nd t he m ai n i n no v at io n / i n no v at or in

y ou r f ie ld o f b u si ne s s?2 H o w m uc h c om pe ti ti ve / c om pe ti ti on i s t he re ?3 W hat are your c om pany 's m ain p r od u ct s / p r od u c e a nd se rvice s? H ow do

you d i ff e r en ce / d i ff e r en t ia t e t he m f ro m y ou r c om pe ti to rs / c om pe ti ti on ?4 C an y ou d es cr ib e y ou r c om pa ny 's m a na gi ng / m an a ge me n t structure?

Draw a d ia gr am to h elp y ou .S W ho a re y ou r m ai n c us to ms / c us to me rs a nd s up pl ie rs / s up pl ie s?

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G RA M MA R A T W OR K

( ( { (

correbusiness ( n) - the mostimportant act ivi ty ofacompanytum up(v)(informall-vtoa rr iv e, o r a ppe ar , e .g . a t ameeting

(n) from toschedule (v) .vto plan whenthings will happen, timetablet op romot e - t opubl ic iz e andsell (a product or service)tedious (adjl - boringtax avoidance ( n) - findingways not t o p ay you r t ax es

interviewee 2 you

Lis ten aga in and write down the pos it ive and negative aspec ts ofeach job .Then f il l in the third column in the tab le with information about yourself.Read the sets ofques tions and answers below.1Do you live in N ew Y or k?2 It's 10 p.m. Why a re y ou w or ki ngnow?

3 So a r e y o u living in N e w Y or k?4 Who d o y ou w or k f or ?

a A r eco rd company in N ew Y or k.b Yes.I've lived here allmy life.c I've go t a p r e sen t at i on tomorrow.d Yes,for the m om en t, b ut I'llprobably go back toRome n e xt y e ar .

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1 Match quest ions 1--4with answers a-d.2 Which que st io ns are in the prese nt s imple a nd which are in the p res en tcontinuous?

3 Complete the rules in the box below.The present is u sed to talk about permanent situations andregular actions.The present to talk about temporary situations (which areon-go ing), and actions tha t a re happening now, this moment.

Look a t the l is t o fwork s itua tions below. Dec ide which tense - presents imple (PS)or present con tinous (PC)- you would use for each s itua tion .Then write example sen tences based on your own job and company.1 presenting fac tual information about the company. PS

e .g. W e. s p e . C - i ( A i Z ; e - i - 1 1 tItLe. p Y 'o d ' M c -t i o- t t o f c .k e - \ l i t . i c . . r x 2 s ' l Ase-a i - i 1 . t k e - p i X p e y2 describ ing the current progress in a pro ject3 expla in ing why someone can 't come to the phone4 expla in ing how a product works5 expla in ing the f requency ofan event , rou tine , o rhabit

Write quest ions about your partner 's job and company using the presentsimp le o rc on tinuous o f the v erbs in b ra cke ts. Then tak e i t i n turns to a skand answer the questions.1Where your company (have) office? They (plan) to open any new office?2 How big (be)the company? How many people (employ)it?3 What (be)the core bus iness? Which products services currently (se ll)best?

4 What (be) the role your d iv is ion department in the company?5 You (like)your job? What you (be) responsible for? Who you (be)responsible to?

6 What k ind ofprob lems you (have to) resolve?What sort o fproblems you (deal)with a t the moment?

7 Which ofyour talen ts and skills you currently not (use) much? Why?8 What pro ject you (work) onnow? How i t (go)?Prepare abrie f presentat ion to the c lass about your job and your companyus in g the inf orma tion in th e t ab le in8.Try to think of two orthree thingsto say for each heading . Remember to speak s lowly and c learly .

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You are going tohear about StLuke 's , a h ighly success fu l advertisingagency in London with an unusual working environment. What isyouride al working envi ronment? Do the qu iz be low - you c an choo se on e o rmore answers for each category.Compare answers with a partner. How much isyour current workingenvironment l ike your ideal . How is i t d if fe rent?

ENVlRONMENTD 1 Type of company : a s tate-owned b publicly

traded c small d medium e multinationalf start-up

D 2 T yp e o f jo b: a r ou tin e, b ut se cu reb challenging, but not secure c people-or ientedd creativeD 3 Managemen t s ty le : a t radi ti onal and formalb informal ' flat ' management hierarchyD 4 Wor ki ng h ou rs: a f le xi bl e b f ix ed c p ar t t im ed from home e long f short

D 7 Offices: a open-plan b cubicles c own off iced hot-desking (no allocated desks)D 8 Off ice f ac il it ie s: a cof fee machine b a smokingroom clocker s d s howers e can teenD 9 F re e fl ow o f i nf orma ti on r eg ar di ng : a a llcompany bus ines s b only s ome companybus ines s c every th ing apart f rom sal ar ie s andpersonal dataD 10 Perks and benef it s: a company car b s ubsidi zedcan teen food c s tock opt ions d p ri va te med icalinsurance/health care e gym or club membershipf other (which?)

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Lis ten toJu liet talking about her unusual working environment. Tick (.f) thefac to rs she mentions f rom the quiz in the boxes provided.Listen again and answer the questions.1How many employees a re the re in the e lected committee?2 Where does Julie t keep her persona l things?3 Which employees have the ir own off ices?4 What do emp loyee s do f ir st when the y a rr iv e at work in th e morning ?5 What d id Erics son des ign special ly for StLukes?6 Who do the ' brand rooms ' be lo ng to? What a re the y f or?7 Which ofthese clients are mentioned: HFPC,HSBC,APC,IPC,IDEA,IKEA?8 Is i t p oss ib le to f in d out what a c ol le ague' s s al ary i s?9 Wha t o th er p erks - a par t from the gym, h eal th ca re, and the ca nteen -does Juliet mention?

((((103))

Q: Andwhat aboutthe officeenvironment,how important isthat? Becauseobviouslylookinground me hereit isquite adifferent,different placeto work.

A: Well,um,the most important element inthisofficeis,is.inthe sensethatthere isnooffice.

Q: Andwhat about perks?Arethere anycompany perksthat ... ?A: Ithinkthe greatest perk iS,1mean,letme tellyouwhatthe perksare,yes,very

good healthcare.

Listening tipBec au se we th in k f as te r than wec an expres s our se lv es, weo ft en sp eak inincomplete sen tences and repea t things. In the extracts below underline a llthe examples you can f ind of:- repetition- h es it at io n noi ses (er ,um)

- incomplete sentences- unnec ess ary e xt ra phrase s (you know, Imean)

Now l is te n to a no th er e xt ra ct t ak en f rom lat er o n in the int ervi ew whe reJulie t is ta lk ing about her working hours .1The f irst t ime you lis ten, notice the amount ofhes itat ion, repetit ion, andredundant language.

2 L ist en a s ec ond t ime and t ry to f oc us on the main mess age . Wri te a two-s en ten ce summary o f the main point s that s he makes. Compare you rresult with a partner.

3 Now check you r a nswer w ith the t ap esc ript o np ag e 139. Notice tha t youonly n ee d tound er st and a smal l pe rce ntage of the l anguag e in o rde r tograsp the main message.

Talking pointJ ul ie t t alks about the ne ed toh av e mob il e phones at S tLuke's . Howimpor tan t i s a mobi le phone fo ryou - both fo rwo rk and pe rs ona l u se?

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BUSINESS SKILLS

What kinds ofphone calls - e.g. enquiries, complaints, makingarrangements - doyou make and receive most inEnglish? Doyou findnumbers and spelling difficult on the phone? Which ismore difficult?Circlethe letter(s) that donot rhyme with the first letter, asin the example.e.g:ECGP@1AHJKR2 EBDJTX

3 ICPYZ40HR

5 UVQW6 FELMNSX

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Listen and check your answers. There are two letters inthe English alphabetthat don't rhyme with any ofthe others. Which are they?With a partner, take itin turns toread the following. What dothe lettersstand for?Check your answers onpage 106.1 ASAP FYI AOB PC CC2 ISP FAQ WWW AOL URL3 CEO MD VAT ID TQMYouare going tohear three phone calls inwhich people dictate their emailaddress, company website address, orphone number.1 Listen and write them down. Compare your answers with a partner.2 Turn tothe tapescript onpage 139.Listen again and read. Check youranswers to1 and make a note ofanyuseful new language.

3 Now work with a partner. Takeitin turns to dictate your own oryourcompany's email address, website address, and phone number. ThenStudent Aturn toFile 1 page 108, Student Bto File 10 page 112and dictatethe addresses and phone numbers toeach other.

When asking questions onthe phone in a business context itis importanttobe polite and not too direct. (Remember that the person you are talking tocannot see your face and read your expression.)1 Write polite equivalents for the expressions below, asin the example.Person making the cal lOsca rM endes . Thi. s i~ OscO l r 1 V \ e - 1 t t d e . s

2 I want to sp ea k to Paol o Ro ss i.Take this message.Person answering

456

2 Now listen and check your answers. (There ismore than one possibleanswer.) Notice the polite intonation. Repeat each sentence after thespeaker, paying particular attention to the intonation.

Listen to two phone calls.1 Complete the messages.

2 Listen again. Complete the table with the expressions the callers use.

conclude the conversation

Canl _One _I'll make sure _

conversation 1____ Oscar Mendes _ Pan Ac.__ you __ onCould 1 again, please?____ Tonia you a s __ as possible.conversation 2Quantex, Monica __

3 Youare now going tomake two short phone calls. Student A,turn toFile2 onpage 108, Student BtoFile 11page 112.Makesure you check andconfirm allthe details before you conclude the calls.

The Directoryo f t h e Top1000 S u cc e ss fu l C om pa n ie s gives importantinformation about your region's highest performing companies.STUDENT AYouare a researcher for the directory. RingStudent B.Askquestions aboutStudent B'scompany following the plan in File3 on page 108. Make sure youask your questions politely, and remember toconclude the phone callin anappropriate way.STUDENT BYoureally want your company tobe listed in the directory. Answer StudentA's questions. Giveas much interesting and positive information aspossible. Youwant any information onyour company tobe accurate, sospell any difficult names and addresses.Now change roles.

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E M A I L

Are the s ta tements below true (T)or false (F)?Answer for yourself, thencompare your answers with a partner.1 Ih av e h ad emai l fo rmore tha n five y ear s.2 Electronic writing iscomple te ly d if fe rent f rom traditional writing .3 Emai l h as c hanged the way Iwork and commun ic at e w ith f ri ends .4 I r arely u se the phone and wri te l et te rs n ow that Ih av e emai l.5 Formal em a il s a re more d iff ic ul t t owri te than inf orma l ema il s.6 I t i s a c ce ptabl e to u se ema il a twork fo rp r iv at e u ses .7 Employers have the right to monitor emails sen t bytheir employees .The tab le below shows possible ways tobegin and end an email .1 Which express ions could you use in a bus iness email toMcKenz ie James ,a poten tial cus tomer whom you have never met before?

2 Are there a ny expres sion s which you wou ld probably not u se in a l et te r?Salutation NameHi MrMcKenzieGoodmorning MsJamesDear McKenzieJamesHello McKenzienothing nothingConclusion

IntroductionThereasonI'mwritingis ...Yournamewasgiventome by...Iamwritingto youto ...Iamthe SalesManagerat ...Thisisjustto letyouknowthat ...Finalsalutation

2 Rewri te e ach ext rac t in e i the r a more fo rmal o ra more info rmal way, a sin the examples.

a With rega rd to your inquiry. (formal version)b I'm really sorry I ha d tocancel our meet i ng . (informal version)Discuss the quest ions below with apartne r before check ing the answers inthe cyber t ip .1 How could you begin f irst con tact emails to the following bus inesspeople: Ludmila Davidovna Garanina from Moscow, YujiAmamoto fromTokyo ,LeeKun Hee f rom Seoul. Compare with the key on page 106 .2 What coul d you do if y ou don't know t he exact name of t he person youwan t to emai l, or i f you are se nding info rmat io n to a n ent ir e t eam o rdepartment?

3 Mos t fi rs t ema il s a re qui te fo rmal . How doyou de cide when you c anbecome less formal?

Wri te an ema il t oH i ro Wada inOsaka who has wri tt en to you r c ompanyask ing for information about your products and services.Exchange emails with a partner. Try to improve and correct each other 'swork.Now rewri te your ema il i n an inf orma l s ty le . A f ri end you met in acha troom, Maria Adz ima, has asked you to describe your company and job .

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Ilookforwardto hearing fromyou.Hearfromyou soon.Ifyou need anyfurtherinformation, do nothesitateto contact us.nothing

Best!KindregardsBestCheersYourssincerelyAllthe best

Look a t the extracts f rom emails below.1 Decide whe th er you think e ac h i s a b eginning o ra n ending , and i f thes ty le is fo rmal or neu tral , a s in the examples.a Reyour inquiry. b~t]i-Jot"'i"'t],eiAtYl\b Please accep t my s incere apologies for hav ing to cance l our mee ting .

b e t ]i . ". " i "' t ]J - r or . .. . .. J .c Good luck with the presentat ion.d Thanks for yr message .e Following our telephone conversat ion of today , Ienclose our offer toprovide you with . ..

f Kindly g ive the matte r your prompt a tten tion .g Thank you in advan ce fo r a ny he lp you may be ab le to g ive me.h Iam look ing f orwa rd to se eing you .i Iw ri te to info rm you that . ..j Say hello to Pete.


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16 Change

Look at the picture. What does it tell you about the way technology ischa nging working life ?How much time, on average, do you spend on the Internet a day at workand at home? Compare with a partner.

Read quickly through the text about Amazon. U nderline three things aboutAmazon or Jeff Bezos that you didn't know before or that interest you.C ompa re w ith a partner.R ead the text again and find the follow ing informa tion.1 The rate at which Internet use was growing when Bezos decided to set

u p Amazon .2 How probable Bezos thought it was that Amazon would succeed.3 The number of books in the first Amazon catalogue.4 Tw o reasons why 'one-c lic k shopping' w as suc cessful.S The location of the warehouse which serviced Amazon customers in

Asia.6 Two things, apart from the actual books, that the early customers of

Amazon could find on the website.7 The two areas Bezos invested heavily in.S The reason why it was particularly essential Amazon to grow fast and

be on a large scale.9 Two languages, other than E nglish, in which Amazon customers can

b uy b oo ks .10 Two products, other than books, that Amazon now sells.

pioneer (n)- a p er son wh o isthe first to develop somethingretirement (n)- period ofyour life after you stopworkingset up (v) - ro beg in o restablish a businessset out to c tobegin todosomething with a particularaim/goaJobsession (n)- one particulari dea orth ing that you thinkabout a n the timemantra (n)- aword I soundwhich you repeat again andagain,like aprayert o g o bus t ( ad jJ - whe n abusiness loses allits money

Thelounderand CEO01Amazonisa10rmerWaiiStreetbanker,JeffBezos.lntheearly90s,henoticedthatuseoltheInternetwasgrowingbyover2000%permonth.So,heborrowedhisparents'retirementsavings(around$300000,whichhetoldthem theyhada 70%chanceollosing)andsetupa companytosell booksonline.Bezosopenedthe virtualdoors01Amazon.com'sonlinebookstoreinJuly1995withacatalogueofnolessthan1. 1 millionbooks.'Wesetoutto offercustomerssomethingtheysimplycouldnotgetinanyotherway:hesays.'Webroughtmuchmoreselectionthanwas possibleinaphysicalstore(ourstorewouldnowoccupysixfootballfields)andpresenteditina usefuleasy-to-searchlormatina storeopen365daysayear,24hoursaday:

Amazonenjoyedgreatsuccessalmostlromthe start.Thecompanyhadonlytwodistributioncentresbuttheyshippedbooksacrossthew holeworld- thecentreinSeattleservicedtheWestCoastolthe UnitedStatesand

Asia,he onein DelawareservicedtheEastCoastandE urope.Theuser-friendlinessandefficiency01Amazon'spioneeringone-clickshopping'technologymeantthat customerswhotriedbuyingbooksonlineforthe firsttimeoftencamebacklormore.

'Obsessaboutcustomers,notcompetitors'wasBezos'smottoin theearlydays.'Mostolthe customersoutthere haven'tboughtanything online;hesaidinaninterviewin1995.'Wewanttobe theirfirstpurchaseilwecan.Wewanttohaveaverydeeprelationshipwiththem.BezosmadetheAmazonwebsitemorethanjustaplaceto buybooks.Hecreatedacommunity01andforbook lovers-withbookre viewsfromreaders,newsaboutthe latestpublications,evenhefirstinteractivenovel.(AmericannovelistJohnU pdikewrotethe firstchapters,andsitevisitorscompletedthestory.)

Apartlromcustomers,Bezos'sotherobsessionwasgrowth.'OurmajorstrategicobjectivehasalwaysbeenGBF;hedeciared.'lt'sa mantrainside

thecompanyanditmeansG etBigFast:Amazoninvestedheavilyinadvertisingtoattractnewcustomersandindevelopingonlinesoftware.Thecompanygrew,butmadegreaterlosseseveryquarter.Thisdidn'tseemto worryBezos.Hisideawas thatthereturnlorthe huge'fixedcost 'investmentinsoftwarewouldeventuallycomeIromAmazon'scontinuouslygrowingcustomerbase.Manyofthe earlydotcomswent bust,andthebusinessworldbeganto losec o n fi d e n ce i n e - c o m m e r ce . A m a zo nhowever,expandedntoEuropeanddiversifiedntomusicandtoys.Byhelastquarter of2000 itdidfinallybegintomakea profit .Bezosemainsoptimistic'Wehavemade itpossibleloranyoneintheworldtobuyaGermanlanguagebookoraJapaneselanguagebook;hesaysproudly.Heisstillexcitedbythepossibilitiesofsellingonthe Net'Becauseit'sascalebusinesswherecostsare largelyfixed,ifwecanhavethelargestscale,wecanhavethe bestpricesandthe bestservice;heexplains.whkh inthephysicalworldwouldbe impossible:

Cover the text and try to complete the sentences below with the correctform of the verbs in the box, as in the example.

expanddistribute

investgrow

lose borrow diversify ship

1Bezos borrowed money from his parents to set up Amazon.2 The new company was very successful and very rapidly, but

____ money.3 Amazon books to the whole world from two

th e U nit ed S ta te s.4 Bezos has lots of money in advertising and online software

development.S Amazon has into other products as well as books, including toys

a nd m us ic .6 The company has into Europe and Japan.

ce ntres in

Which of the following Internet services a do you use, and b does yourcompany use? Compare with a partner and discuss the advantages anddisadvantages of eac h.1booking airline tic kets / the atre tickets2 j ob f in din g/ r ec ru it in g p er so nn el3 f oo d s ho pp in g

4 shopping for other items (w hat? )S news and information services6 c ha t r oo ms

Change 17


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18 Change

G R A M M AR A T W OR K

Lookat the sentences 1--4 and explanations a-d below.a Iwant toknow when you wil l leave.b Iwant toknow when you arr ived.c This sof tware isnew tome.d Igenerally have problems withsoftware.

1 Thisis thefirst time I'ue usedthis program.

2 Thefirst time I use a n ewprogram it n e ve r w o rk s .

3 Howlonghalle youbeen here?4 Howlong a re y ou herefor?1Match each sentence with the appropriate explanation.2 Which sentences are inthe present simple tense, and which are inthepresent perfect tense?

3 Complete the rule inthe box below.

Lookat the questions and answers below.1 H alle you ever bought anything online?2 When didyou f ir st b u y a c om p ut er ?3 H a ll e y o u used theWeb today?4 Didyo u use theWebyesterday?

a No,the n et wo rk w as d ow n all day .b J us t a fe w b oo ks a nd CDs.c In 1991, a Mac i n to s h .d Sofar, onlyto download some

sof tware.

The is used to c onnect a present situation to a past event.The is u sed to t alk about the present, including situationsthat occur again and again.

Read the sentences below, and note the difference between for and s ince.I 'v e b e en with the c om p an y f or six years . (focus on length oftime)I 'v e b ee n a p ro je ct m a na ge r since l as t y e ar . (focus onwhen the situation began)1Now complete the sentences below with for or s ince.a He's only b een in the job __ May 2002.b Ihaven't seen him __ along time.c Ihaven 't had aholiday __ Itarted work.d Iworked abroad __ several years.e The new off icehas been open __ 10 March.f She hasn't enjoyed her job asmuch __ she had ababy.

2 Askyour par tner howlong he/ she has had his/ her :a house / flat bear c current job d email

Present

aI've been with the company f or s ix y ea rs , a nds ince last y ea r I 'v e b ee n a p r oj e ct m a n ag e r.

Well, w e'v e c ov er ed t he f ir st th re e milestones,an d we're still on schedule.

b

1 Match questions 1-4with answers a-d.2 Which tense isused for specific moments inthe past?Match each work situation 1-6 with an example sentence a-e. Which tenseis used - present perfect (PP),orpast simple (PS)?See the example.1 presenting the major events inthe history ofa company b PS2 explaining the impact ofa piece ofnew technology oncompany business3 talking about the duration until now ofa specific situation4 talking about your career / life experiences without specifying exact dates5 giving the results oflast year's business6 describing the progress sofar in a project

Lookat these two sentences. Which isin the present perfect and which isinthe past simple?1 J ef fB ez os f ou nd ed A ma zo n i n 1995.2 The c om p an y h as e xp an de d i nt o E u ro p e a nd d iv er si fi ed .Complete the rule inthe box below.The is u sed to talk about finished actions in finished periods oftime.The --- isu sed to talk about ongoing orunfinished situations inongoing orunfinished periods oftime.----_---

d

eIhink the Internet ha s completely revolutionizedthe wa y we interface with customers.

fIn the first q u a rt e r r e ve n ue s increased bynearly50 pe r cent.

I've worked on seuera! biotechnology project s ,and have been involved insystems development.

Write questions about your partner's company. Use the correct tense(present orpast simple, present perfect) ofthe verbs initalics. Then askand answer the questions with your partner.1 When (be) your company founded?2 Who (be)the CEO?How longhe / she (be) CEO?Who ( b e) C EO before?3 Company ( e xp a nd / d iv e rs if y) since it (be)founded?4 How much impact (have) Internet on how your company works?5 What (be) your main role inyour company? How longyou (have) thatrole? What you (do) before?

6 What other work experience you (have)? Youfor any other companies?(work)

7 Yourcompany's revenues (increase) last year?What product / service (be)your biggest seller?

8 Howmany projects you (be) involved in since joined company? Whatprogress (make) in your current project?

Prepare and present a short summary ofeither: a the history andmilestones ofyour company, orb your work experience.

Change 19


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Name: TimWatsonPosition: InternationalPressandCompany: FerrariFieldof Business: Sports carsHeadOffice: Maranelio,Italy

How much doyou know about Ferrari? Read the text and f ind:how many cars the company produces ayear .

2 how long i t t akes to as semble aca r.3 how Ferrari s can be customized.4 how long you have towait for a Ferrari driving course.5 the dif ferent types ofFerrari customer.

1 Ferrarioperate in43 countries. TheUSisthe largestmarket,followed byGermanyandthe UK.Totalannualsalesoutput islimitedto about 3,500 cars.2 AllFerrarisare hand-made. Noneof the productionprocess isautomated. When each separate part ofthe carisfinished, ittakes about three daysto assemble the caritself.3 Customers can havetheir Ferrariscustomized. Featuresthat canbe customized includethe seats, thedashboard,andcolour ofthe stitching onthe upholstery (madefromthehide ofthree cows).4 Ferrarimechanics usea windtunnel to improveperformance. Ifthey succeed in increasing the speed

byevenhalfa second, they areconsideredto havedone agoodjob.S Manyfeatures ofthe roadcars derivefrom technologiesdevelopedforFormula1driving.Infact the road cars canbedrivenon the road oron the racingcircuit.6 Thereis a two-year waiting listforthree-day intensiveFerraridrivingcourses.7 Ferrarihas three verydifferent customer types: wealthyclients whobuy the carsplus expensivemerchandising(steeringwheel replicas,goldwatches, etc.],racingfans whobuyhatsand Tshirts,and children.35%to 40%of themerchandise isaimedat this agegroup.

5 Does the f irst car s ti ll exist?6 Why d id Fer ra ri s ell hi s carsafter racing them?

7 Why was the fi rs t Ferr ar i r ed?8 When did Ferrari s tart makingcars in other colours?

Now you are going tohear about the ear ly his tory ofFerrari . L is ten toTimWatson and answer the quest ions below.1When was the f irst Fer rari made?2 When was the company c rea ted?3 When did Enzo Ferrari bui ldhis own first car?

4 Who di dhe buil d i t under l ic ence to?

20 Change

You are going tohear Tim talking about his job as International Press andPRManager for Ferrari . L is ten the f irst t ime and wri te down two things hedoes or i s responsible for inhis new job, and one thing he f inds par ticularlyinteresting.Listen again and answer the questions.1How many people work at Ferrari?2 What happened at Silverstone recently, and what was Tim responsibleforin this situation?3 What two t hi ngs do t he journali st s who come t o t he facto ry want to do?

4 Why dothings change quickly at Ferrari?5 How long has Tim worked for Ferrari in I ta ly and what was his job inEngland?

Listening tipThe -ed endi ng of t he s impl e pa st and pas t pa rtic ipl e can bep ronounced inthree dif ferent ways. L is ten to the pronunciation of o f fe r ed, wo r ked , andcreated then pract ise saying the three sounds aloud.Id/offered It/worked IIdl created

Put the verbs below into the correct column of the table . Then l is ten andcheck your answers.watched joined happened experiencedremembered stressed restricted' followedlaunched studied moved developedSay the verbs aloud, and wri te down the number ofsyl lables . Then l is tenagain and check your answers.e.g. l oo ke d - /lokt/ =one syllable. The 'e' is silent.Lis ten to thes e words - wha t happens t o t he vowe ls in bold?1business 2 secondary 3 differentCross out the vowels in the words below that are not usual ly pronounced.Then l is ten and check your answers . Pract ise reading the words aloud.1secretary 3 Wednesday 5 comfortable 7 personal2 interesting 4 preferable 6 temperature 8 averageTalking pointTim Watson talks about the speed ofchange at Ferrari . How quickly do/ canthings change inyour company? What has changed since you joined thecompany? What changes would you l ike tosee?

Change 21


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BUSINESS SKILLSSUCCEssfulconversationsHow often doyou socialize as par t ofyour job? Match the correct formal (F)and informal (I)expressions below with descriptions 1-7, asin theexample.1ntroducing yourself for the first 4 replying to antime F _1_ I.._b _ in tr oducti on F2 asking about someone 's l ife I 5 expressing pleasure inhea lth in gener al F__ I-- having met someone F3 introducing people who don't 6 finishing theknow each other F-- I-- conversation F

7 saying goodbye F-- --(p UK( To OJiRODU([

G E~oU TO M Y coLLA CiUE V ikTo\ 't(l"oR, THIS IS M S R .I..f['f .

a I'm very sorry but I'm afraid I have togob H i, I 'm P e te .C Goodbye.d Itwas v e ry n ic e m e et in g you. I hope Iwill be

able tosee you again soon.e Bye.f Jo this is K a te . K a te this isJo .g It was g r eat m ee ti n g you. Hope tosee you

again soon.h Pleased tomeet youMs Wong.

Hi K a te . [ G oo d tomeetyou.]j How are you?k Ms S mi th , c an I introduce you toCatherine

Wong? MsW o ng w or ks i n M a rk et in g.Good morn in g IHello.Ma y I introducemyself' My name's.

m How are you d o in g ? / How isit going?n Sorry, bu t I have togo n ow , I 'v e g ot a m ee ti ng

i n f i v e m i nut e s.

Two people are talking before a business meeting. L is ten and answer thequestions.1 Have the two people me t befo re?2 What do t hey ta lk about ?3 Howmany questi ons does t he man ask? What quest ions cou ld he a sk?4 When the man answer s the quest ions he does no t g iveany addit ionalinformation. What addit ional information could he give ineach case?

5 What impre ss ion o f each o the r do you t hi nk t he two peopl e have a t t heend of this conversation?

Lis ten to another version of the same conversat ion. Is i t more or lesssuccessful than the one in @?Why?'Asuccessful conversation is a bo ut c ol la bo ra ti on a nd t ak in g e qu al responsibility.'Discuss ways oftaking 'equal responsibility' in a conversation. Try to findthree things you can doto make a conversat ion successful. Then comparewith the t ips on page 23opposite.

22 Change

iI When someone istalking you! can show interest andI develop the conversation by:,,: 0 I Reactingpositivelywith: phrases orexclamations, e.g.! Tha t' s i n te r e st i ng . Rea ll y ?Exa c t l y.i Wow! F a nt as ti c! Y e ah . U h h u h.i Right. Iee .i 0 :& Askinga follow-up! questions, e.g. A: W he re d id y ou g oi o n h o li da y t hi s s u mm er ? B:ToI BarcelonaA: O h r e al ly ? H a ve t he yI f i ni s hed bu i ld i ng t h e 5ag radaI Fami l iayet?Ii 0 Restating a part ofwhat theI other person hassaid, e.g. A: The. f oo d w a s t er ri bl e. B: Terrible? A: Yes ,I wew e nt t o t h is n ew r es ta ur an t a nd

i 04 Paraphrasing or agreeingI withwhat someone has just.said,I e.g. A: T h at m e et in g y e st er d ay w a sI to ta lly unproduct ive B: Yeah, aI c omp le te w a st e o f t im e .

II. When youaretall


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EXTENDED SPEAKINGJob interviews

Workwith a partner orin small groups - discuss these questions.1 What doyouremember about your first job interview? What questionsdid you find difficult to answer?

2 What kind ofthings would you prefer not totalk about at ajob interview?3 Are there certain types ofquestions that employers are not legallyallowed to ask atjob interviews inyour country?

Lookat the text below, which is an extract from the University ofOxford'scode ofpractice on interview questions.1 Make a list ofthe questions this employer cannot ask interviewcandidates? Compare this with your answer to 3 above about employersin your country.

2 How does this policy make the job selection process fairer?

assumption ( n) - a bel ief orfeeling that something i s t rue,although there isnoproofdomestic (adj) obligations(n) -t hi ng s you h av e to d oconnected with home life,e.g.fetching children from school

Interview questions willonlyrelate tothe jobrequirements.

Where itis necessary toobtain information onpersonal circumstances (forexample, inrelation to aselection criterion such asflexibility to work irregularbours) orwhether acandidate willbe able towork well with colleagues,questions about this willbeasked equally ofallcandidates and, like otherquestions, willrelate only tothe job requirements.

24 Change

Noquestions willbe based onassumptions about roles inthe home and the family, orthe assumed suitahility ofdifferent ethnic groups forthe post.In particular, questions aboutmarital status, children,domestic obligations,marriage plans, or familyintentions willnot be asked.

Change 25

Workwith a partner. Discuss what aspects ofajob are covered and whichare not covered in a typical job advert.1 Write adverts for your own jobs. Include a short job description, anddescribe the main skills, experience, and qualifications needed. (Ifyouprefer, choose someone else'sjob you know a lot about, e.g.the job ofafriend, family member, your boss, etc.)

2 Workwith the same partner and make al i st of the quest ions you wouldask someone in an interview for the jobs ineach ofyour adverts. Includethe following areas:

educationworkexperience

skillsachievements

personalstrengthspersonalweaknesses

3 Compare your lists ofquestions with the list ofgeneral interviewquestions inFile 13on page 113.Arethere any from either list that itwould not be appropriate / legal to ask according to Oxford University'scode ofpractice?

4 Choose a total ofnot more than ten quest ions fromboth l ists , and putthem in a logical order.

Think about the information that a candidate for ajob might want tofindout. Makea list ofquestions that you could ask at an interview (e.g.healthinsurance, holidays, overtime, perks, etc.).1 Change partners and swap job adverts with your new partner. Prepare tohave an interview for your partner's job.Think about:

- whether you meet the job requirements.- how you could transfer your current skills totheir job.- what quest ions you would want toaskat aninterview for thisjob.2 Youare now going tointerview each other for yourjobs, taking itin turnsto be the interviewer and candidate (interviewee). Use your interviewquestions and the guidelines below tohelp you.Welcome the interviewee and introduce yourself.Talk about something very general (e.g.ask about interviewee's journey,make a comment onthe weather).Begin the interview byasking general questions.Moveon to questions related tothe specific job.Ask the interviewee ifhe / she has any questions.Add any more information you think is relevant.Atthe end ofthe interview, you could tell the interviewee whether he/she has got the job ornot. Alternatively inform the interviewee how youintend to proceed.Saygoodbye and thank the interviewee for coming.


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092253 Pos ters atT rouv te . 1906(o oncanvas)(deta ) byRaou Dufy (1877-1953) . r \I IuseeNatonadAr t Moderne. Pars ,F rance/Brdgeman Art Lbrary.

ADAGp, Parsand DACS,London 2002

Lookat the picture. How many different locations for adverts can you think of?

What doyou think isthe most effective TVadvertising campaign at themoment? Compare ideas with a partner.

Read the texts below about advertising. Which one is about:a advertising and young people c the effectiveness of advertisingb the position ofthe advert1 2 ADADDICTAdjacentt o put in, (an advert) A spokeswoman from the anti-smoking

group,ASH,saidtobacco companies targettheirmarketingat the young,givingout freecigarettes in clubs and producingpromotional materials such as CDs andbaseballcaps.DrAmandaAmos,SeniorLecturer in healthpromotion at Edinburgh University, said:'Researchhas shown that young people areinfluenced by tobacco advertising. Thecompanies argue that itisnot aimed attheunder-aged,but youcannot draw aline andsay that under-Los will not see it or beinfluencedby it.'Evening Standard

Some companies require that allinsertions are placed adjacent toedi tori al that i scons is tent with a brand 'sm arke ti ng s tr at eg y / p os it io ni ng . Theywill not allow adverts to be placeda dja ce nt to ' in appr opr iat e s ub je ctsincluding; hard news, sex-relat ed i ssues,f oo d, env ir onment al i ss ue s, p ol it ic alissues and religion. One famous softdrinks company also reqUlres aminimum of 6 pages separationb etween compe ti ti ve adv er ti si ng ( an ynon -a lcoh ol ic b ev er ag e,water , juice, coffee and milk) .

newspaper)agreement with

notacceptable I correct (for thesituation)

teacherThe Guardian

26 Advertising

navel (ndj) ~ new,differentwhe re you p ay for parkingobject you use to hold /carry ittccp ( ,1 ) - (here) a circuitto throw small p ieces ofsomethinq, e.g.sugar,sait

concentrate

3

television monitors in key publicplaces- gasoline stations,conveniencestores, elevators, train platforms. TheTVs run a two minute loop ofprogrammes with commerc ialssprinkled among news, sports scores,andweatherandtrafficinformation.

MAD ADWORLDCompanies are seeking ever morenovel places to promote their goodsand services. Parking meters,restaurant restrooms (placing postersabove urinals), portable toilets, golfcourselockerrooms- plus thehandlesofgolf clubsandbaseball bats - haveallbecomeeligibletargets.Many advertisers believe the tradi-t ional meaus of advert ising havebecomelesseffective, anddo notreachthecustomerstheywant to target.Thesolutionof TomPugliese, headofNext Generat ion Network, a USadvertising agency, is to place large

'TheaverageAmericanwaitsin line30minutes a day,' Pugliese said. 'It 's apretty good momentto break through;nothing else is competing for theirattention spanso theads have a betterchance of getting noticed.'

The WashingtonPost

Read the texts again. Are the following true (T)or false (F)?1Some companies willnot allow a competitor to advertise inthe samenewspaper.

2 Itispossible that some under-16s willstart smoking due tothe influenceof cigarette advertising.

3 Pugliese's solution captures people's attention when they are alreadythinking hard about something else.

In text 3, can you findthe American words and expressions that mean thefollowing in UK English?a changing room (forchanging into sports clothes)b small shop selling food and household goodsc lift(forcarrying people from one floor to another)

d petrol statione toiletsto queue

Lookat the diagrams showing words commonly used with aim and target.Then underline the correct word inthe sentences below and ask andanswer the questions with a partner.

'">.meeta--target-- atbeon/

setan____meetan_"""""'-aim -- at

1 Inyour country what kind ofadverts for what kind ofproducts are aimedat / on children and teenagers?

2 Howmuch attent ion doyou m ak e / p ay toTV a dv er ts / commercials?Whatkind ofadverts really catch/ pull your attention?

3 Doesyour company m ake / set your department annual targets? Whathappens ifyou fail to get/ meetsuch targets?

4 Howmuch ofthe time are you on/to target with deadlines?5 What media does your company use to p o si ti on / promote its products andservices? Doyou spend a lot on a d ve r ti si n g / publicity?

Advertising 27


15/82

cleandeliciousfreefreshfullgoodnewspecialsure

wonderful

28 Advertising

Tothe left isa list ofthe ten most frequently used adjectives inadvertising.1Write the comparative and superlative form ofeach adjective.2 The list ofadjectives isnot inorder. Decide what you think the fivemostfrequently used adjectives are. Compare with the key onpage 106.

3 Which could be used to describe the product orservice that yourcompany offers? What other adjectives would be more appropriate?

Newspape rs Ye ll owPage s! ! J ! i Broadcast TV Magazinesl ! ! I I Direct m ail InternetIII Radio I 1 1 I I I OutdoorCable TV Other

2000 Total:$242.9 billion Today Total:$277.4billionUse the information above (about spending on different types ofadvertising)tohelp you complete the sentences with expressions from the box.a little less quite a lot more as thanfarmore the s ame amount than than

asas

three timesas muchtwiceas much

1Today advert isers spend about __ onInternet advert ising __ theydid in 2000.

2 There is about __ spent on magazine advertising now __ there wasin 2000.

3 There is__ spent on cableTVadvertising __ there was in 2000.4 Advertisers now spend __ on radio advertising __ they did in 2000.5 Todaythere isexact ly __ spent onoutdoor adverti sing_._ there wasin 2000.6 In 2000 ther e was__ spent on direc t mail adver tis ing __ there istoday.

considerabledramatic

Read about some current trends. Choose what you think isthe correctanswer from the verbs initalics. Compare with the key onpage 106.1 Inmost European countries, unemployment has been steadily increasing/

decreasing since 1993, but sotoohas the number ofpeople employed inindustries such as agriculture, coal mining, shipbuilding, and steel.

2 The amount ofpaper consumed inoffices isgoing dow n / up quite rapidly.3 The population ofsome industrial countries (e.g.Japan and Italy)isfaIling/rising.They will need between 5,000-6,500 immigrants a year to mamtamthe current worker / pensioner ratio.4 The number ofwomen inthe workforce has d ro pp ed / g ro wn by 24.2%since 1992.

5 Inmany countries income tax has d e cr e as e d / i nc r ea s ed by between 10 and20 times since 1900.

Inthe box are some ofthe verbs that are used to describe trends. Put theminto the correct column inthe table, asin the examples.gouppeak

decreaserecover

go downdrop

fallincrease

fluctuateimprove

worsenrise

Weuse adjectives and adverbs todescribe the type and speed ofchange.e.g. T he re h as b ee n a steady decrease in unemployment .

Theamount ofpaper consumed in offices is goingu p q u it e steadily.Complete the table and fillinthe gaps inthe description ofthe graph withthe correct adjectives and adverbs.

Sales started high inJanuary, and rose 'throughout the first quarterof the year. Then there was a___ 2 drop in Aprilwhen our LosAngelesdistributors went out ofbusiness. Sales rose __ 3throughout May and June,asthe USmarket began torecover, but fellagain__ 4 inJulywhen there was a firein our warehouse inMexico City.From this low point, sales rose fairly steadily until the end ofthe year,with a .' increase inDecember corresponding with the

$millions5'

4.54'

3.5'3'

2.5'21.5'I0.5

J F

Christmas promotion period.

Advertising 29


16/82

Lookback again at the sentences in8.Which sentences:a desc ri be changes in p rogre ss now, bu t donot saywhen t hey began.b describe changes Inprogress now but also indicate when they began.c focus on the completion / result ofthe situation or activity.Compare:PRESENT CONTINUOUSHouse prices are rising a t t he m o me n t, so it's a g o od time tosell.(The focus ison now - i t' s not impor tant when the situation began.)PRESENT PERFECTCONTINUOUSHouse prices have been rising steadily sinceJ an ua ry - if yo u w ait a bit longer yo umIght get a b e tt e r pnce.(The focus i son an incomplet e acti on - wh ich s ta rted a t a cer ta in poin t inthe past and may carry on into the future. )PRESENT PERFECTHouse prices have risen d r am a ti c al ly a n d myf la t h as d ou b le d in value.(The focus ison the resul t - the increase in value.)

Unde rl ine the co rrect f orm in the sentences below and ask and answer t hequestions with a partner.1How long a r e y o u living I h ave y ou b ee n livingin your currentaccommodation'2 Howma~y ;,rojects h a~ e y ou w or ke d I h av e y ou b ee n w or ki ng on inyourpresent job What project a re y ou w or km g I ha ve y ou b ee n w or ki ng on now?

3 What h ave y ou d on e I h ave yo u b ee n doing inyour career that you are reallyproud of?4 How long h av e y ou l ea rn t I h av e y ou b ee n learning English? H ave yo u ta ke n I

h av e y ou b ee n t ak in g any exams or qualifications in English'5 How much h as y ou r j ob c ha ng ed I h as y ou r jo b b ee n c ha ng in g since youstarted working at your present company. Ha s itgot I h as it been gettingeasier or more challenging?

Wri te senten~es about three of the socio-economic t rends below. Comparethe srtuation Inyour town / count ry ten years ago with the situation now.e.g.House prices rose dramaticallyin the 1980s b u t b e ga n tof a ll a g a ina t t he beginning o f t h e 1 99 0s . Forthe last ten years t he y h av e b ee nf lu ct ua ti ng , b ut h a ve n e ve r b ee n ashigh as they were in the 1980s.Age ofleaving homeUnemployment levelsBirth rateMarriageNumber ofpeople living aloneHouse / rent pricesPrivatization of national enterprises

Divorce rateRate of inflationFuel prices

30 Advertising

sl idesPowerpoint

Name: MartinAddisonPosi t ion: MarketingManagerCompany: VideoArtsF ie l d o f B u si n es s: TrainingvideosH e ad O f fi ce : London

Video Arts provides video-based business training programmes. Look at thel is t ofpresentat ion techniques and technologies. What are the advantagesand disadvantages ofeach?You are going to hear an interview with Martin Addison, MarketingManager for Video Arts in London. Listen and answer the questions.1How long has Video Arts worked in the f ie ld of t ra ining videos'2 How has the technology for making videos changed?3 How has the teaching ofpresentat ion ski ll s changed over the years?4 Dothey sell their videos to non-English-speaking countries'5 Which of these t raining programmes dothey no longer produce today?a Doing business overseas bBuilding a t ra n sn a ti o na l t e am

Stressing cer ta in words in a sentence can change i ts meaning. L is ten to thesentence below stressed in four dif ferent ways. Match each sentence withthe correct interpretation below.At this stage,Ion' t believe that we would be interested in y ou r f ull r an ge o fservices.a We are not interes ted, but another organization may be interested.b We are not interested atthe moment, but we might be in the future.c This is mypersonal opinion, but others may disagree.d Wewould only be interes ted in some ofyour services.L is ten to this ext ract f rom a beginning ofa presentat ion del ivered in threedif ferent ways. Which del iver ies are good, and which bad? Why?Lis ten again to the las t speaker . Note that she doesn 't speak too fas t. Shealso pauses on key words , before and after impor tant points, and beforemoving onto next subject . Turn to the tape scr ipt on page 141 and pract isereading the ext ract in the same way.Talking pointWhat t raining oppor tuni ties does your current employer offer? What sor t ofaddit ional t ra ining would you l ike tohave? Why?

Advertising 31


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PRESENTATION STRUCTURE1 Introduce yourself.2 Civethe topic and length of presentation.3 Explain howthe presentation is organized.

i F ir st t op ic X ;ii Then topic Y .iii Finally topic Z.iv Tell audience when to ask questions .

4 Do it.i Talkabout topic X.ii Summarize topic X.iii Introduce topic Y.iv Talkabout topic Y , etc.

5 Summarize the main points of the whole presentation.6 Conclude and questions.

Haveyou ever seen aparticularly good orbadpresentation, or given oneyourself? Compare with apartner. Then make a listoffivetips to givesomeonewho isgoing to give theirfirst presentation.Now try this quiz and checkyour answers with the keyonpage 106.

Now listen tothe whole talk and check your answers. Then listen again andtry tofillin the gaps inthe expressions below:C ou ld a n e xp e rt p r es en te r?

What i s th e ofa 45 M o ve o n t o a n ew t op ic :

Compare with a partner before checking with the tapescript onpage 142.Listen toMartin Addison ofVideoArts giving some brief presentation tips.1 What does he say isthe first step inpreparing a presentation?2 What advice does he giveabout the general approach toadopt?3 What does he say about beginnings and endings?Lookat the presentation structure onthe opposite page. Listen tosomeextracts from a presentation and match the extracts a-fwith the stages 1-6.a___b__ bed e f

Choose one ofthe topics below and prepare a short presentation based onthe points provided.1 a progress report ofa project you are working on- project description,progress to date, outstanding work, action plan.

2 a feature ofyour company you would like tochange - background tocompany, why this change? effects ofchange, action plan.

3 your ambitions for the future - your position now,where you want tobe,how you're going to achieve it, how long itwilltake you.

32 Advertising Advertising 33


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Lookat the following different kinds business correspondence. Whichwould you not send byemail? Why?a price estimatea job application

c a formal complaintd confirmation ofa contracte request toarrange ameet ingf an enquiry about a product

Formal written English is more indirect than spoken English (e.g.Iwaswonder ing ifyou c o ul d . .. instead ofsimply couldyou)and ismore likely to usewords ofLatin origin (e.g.assist rather than help).Match the formal words 1-7 with the less formal equivalents a-g, asin theexample.1'~'min~ a use2 commence b start3 pa.rticulars c payment4 pnorto d find out5 remittance e end6 terminate f details7 utilize g beforeLookat the two emails below.Which isformal and which isinformal?Lookat the words and expressions inblueitalicsinthe email 1and find theequivalent expressions inemail z.as inthe example.

I wonder i fyou could be of essistsuice witha problem I am having with the CDRomsI received with your software package.I would begrateful if you oouldinformmewhat steps I should take and anyfurther information I might require. Also,could you provide me with an updatedversion ofthe manual. Reply as a.spossible to the above address as I urgentlyneed to start using the software.

Now choose one ofthe emailsto rewrite in either a more ora less formaltone.

Sorry for the delay ingett ing back toyou,but weonly got your message now as ourlines were down yesterday. Sorry to hearabout the problems with the CDs.Theattached document should be ofsome help- please le t me know i fyou need any moredetails about what to do.Rethe updated manual- I'll get back toyou asap (i t's curr ently a t t he p ress ) but Icould send you a pdf f ileof the manual i fthis would help.

Lookat the email messages on top ofpage 35.The first sender wanted towrite an informal message, and the second a formal message. Underlineany expressions with the wrong level offormality, and rewrite them inamore appropriate way.

34 Advertising

Dear Mr Franco Our order Ref. 101HoWare things? Iwas wondering ifyoucould help me with a problem I've beenhaving with your software. AsInformedyou at our meeting of 10March, the systemcrashes whenever Iutilize the Index option.Couldyou possibly provide me with adebugged version of the software.Thank you in advance for your help.Withkind regardsWilly

Asof today 's date our order placed withyou on 22 September is now seven days'overdue for delivery. I've been ringing youall day about this mat ter but had noluck.Doyou think you could let us know thecircumstances behind the delay? Also, needfirm revised date.Callyou tomorrow ifI've not heard fromyou first.RgdsHenri

Read the tips below,then choose two ofthe following situations towrite anemail for. Make sure you use the appropriate level offormality.1Arequest toknow the status ofan order (computer ordered 8September,ref. no. ZY2946,sixphone calls no success).

2 Amessage tosaythat the documents are ontheir way inthe post(contract sent yesterday, needs signing, deadline for return nextThursday).

3 Acomplaint about not receiving a reply toan email (sent request for infore training course on 7last month).4 Anapology to a goodfriend whose birthday you forgot {birthday lastweek, very busy at work socompletely forgot, suggest meeting nextweek).

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58898 The Mmt .f rom Ars to tes 'Ethcs, Potcs ,Economcs , f rom aF rench T rans la ton byNchoasOreme (ve um) (deta ) .B ib otheque Munc ipae,

Rouen/F rance/ B rdgeman Art Lbrary

Lookat the picture. What ishappening?Discuss these questions.How many ofthe items you have worn, used, eaten, and drunk todaycome from another country? Compare with a partner.

2 What doyouunderstand by'globalization'? How has itaffected you as aconsumer?

transnational ( n) - acompany which operates in /between many countries andisn't based in oneGNP - gross national product- total value of goods andservices produced by acountryturnover ( n) - total amount ofproduct s and services sold bya companywage ( n) - money you earn forw o rk ( s al a ry )plough back (v) -fo puttheprofi ts back into a bus iness toimprove it 3

Which sentences in8re about the advantages ofglobalization andwhich about the disadvantages? Label each sentence A (advantage),or B(disadvantage).Can you think ofany other advantages and disadvantages?

WORDS ATWORKGlobalizationThe texts below are from a book about globalization and how itaffectsbusinesses. Read them through quickly. Which one is:a infavour ofglobalization b neut ral c against global ization?

1 I Hownoble is global?Globalization ofthe economy hasbrought immense benefits toadvancedcountries, s~chas the l!K, and has encouraged growth and developmentmmany ASianand LatmAmerican countries, though Africais notyetoneof Itsbeneficiaries. Oneof thebenefits ofglobalization isthewidespread connecting ofpeople, sharing ofinformation and ideasbrought about inpart by theInternet. 160million people arenowconnected toe~ail. 400million people now travel eachyear toanothercontinent, adrruttedly at great cost tothe environment - onepassengerJourney produces asmuch pollution asa family carinoneyear.

2

36 Trade and ethics

Anentireglobalindustry canbe dominated by a small number ofcompanies.Forexample, 85% ofglobal teatrade iscontrolledbyjust afew companies. Anentirecountry candepend ona singletransnational company. Transnationals provide only 5% ofemploymentwhilst controlling 70%ofworld trade. 51%ofthetop economic units intheworld arenow companies.not countries. Itisargued that suchcompanies arenotintrinsically interested inthe countries inwhich they operate asemployers and theyhave been accused ofabusing their power. Often theyadopt lower health and safety standards and employ workers incountrieswith the lowest wages and plough most oftheprofits and taxesbackhome.

Asan indication ofthe sizeand importance, the turnover offour ofthebiggesttransnationals, GeneralMotors, Ford, Exxon,Shellexceeds thatofthe whole ofAfrica.Microsofthas optimized itsoperations totheextent thatit isnow larger than many national economies (e.g.Switzerland). Twenty-fiveyears ago therewere 7,000transnationals;today there are40,000.90%arein theindustrialized world. Thetop 500companies control 7%ofworld trade, 80%offoreigninvestment and 30%ofGNP Thecombined turnover ofthe tenlargesttransnationals exceedsthe GNPof a large group ofThirdWorldcountries.

Globa l F o r c e sComplete the following using appropriate words from the texts. Youwillsometimes have tochange the form ofthe word, asin the example.The effect ofglobalization are:1 People co",,,,t


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Complete the table below, as in the example. You wil l f ind most but not allof the words in the texts. ' ,noun adjective verbeconomy eco1t toV l t i c .1 eM"" ,o, , -; ? ; e 5industry 2 6globe 3 7nation 4 8

i))) Mark the correct s tress pat tern for each of the words , as in the example.Then l is ten and check your answers .(3 Nowcomplet e t hi s t ab le wi th t he noun forms of t he ve rbs and mark t he

stress. The stress fal ls on the same syl lable for all the nouns. Which one?verb noundominateindicatecommunicate;p~~~t~informoptimizeNow listen and check your answers. Ask and answer the quest ions with a par tner .1How much attention doyou pay tohow your count ry 's economy isgoing?What are the main economic problems at the moment?2 Doyou think your country's economy benefits from globalization?3 What effect does globalization have on your company?

38 Tradeand ethics

commodity ( n) - product thatc an you can buy and s el lCi10Pn) - plant grown in largequantit ies especially forfoodf~jtilizer ( n) - chemicalsthatmake plants grow betterpesticide ( n) - chemical used

Name: JuliaPowellPosition: HeadofCommunicationsCompany: FairtradeFieldof Business.. LicensingUKcompaniesto usethe FairtrademarkHeadOffice: London,UK

Think of three foods that you buy regular ly which are grown inyour owncount ry and three that are not . Are the impor ted foods relat ively more orless expensive? Which count ries doyou think they come from?The Fairtrade Foundation (UK)helps producers in developing countries.Read the text below, taken from the Fai rt rade websi te , and f ind:three reasons why farmers in developing count ries make sol i tt le profi t.

2 two ways in which Fai rt rade helps them.

Manyoftheproductsthat peopleinthe Northernhemispheredependon - suchas coffee,tea,and chocolate- areproducedin t he w arm er c lim ate s o f t he S ou th . T he p ric es co ns um ers p ayf or t he se c om mo di tie s h av e n ot r is en in r ea l te rm s o ve r t he la st40years: butthe valueoffertilizers,pesticides,machineryandequipment(importedromrichercountries)hasincreasedsubstantially.Ontop ofthis,the marketpriceofcommoditiesfrequentlydropsbelowthecost ofproducinghem.Asa resultofthisimbalance,manyofthe peoplewhogrowthesecropsnowhave toworkharderand longerforlessmoney.Theya re o ft en is ola te d, a nd n ot in a p os it io n t o n e g ot ia te w he n s el lin gtheirproduce.T he F air ir ad e F ou nd at io n w as s et u p in r ec og nit io n o f t heimportantrolethatconsumerscouldplayin improvinghes it ua tio n fo r p ro du ce rs . T he F ou nd at io n l ic en se s c om pa nie s inthe UKto putthe FairtradeMarkonproductswhichtheyhaveb o ug h t t he r aw m a te ri al s f or d ir ec tl y f ro m f ar me rs ' o rg a ni za ti on sa t g u ar an te ed p ri ce s a nd o n fa ir t er ms . I t a im s t o s t re ng th enfarmers'organizationsandhelpthem getintothe marketthrought he c om p an ie s i t l ic e ns e s.

Listen tothe interview with Jul ia Powel l and choose the correct answer(s) tothe quest ions below. Insome cases there i smore than one answer.1 Which of these crops does Jul ia mention?a coffee b tea c sugar d cocoa e r ice

2 Howmany fa rmer s is she ta lk ing about in to ta l?a 6 million b 7 million c 11 million d 17 million

3 Which of the se ar eas does she menti on?a Latin America b Africa c Indonesia d China

4 Who are the farmers dependent on tosell their coffee?a local dealers b machinery vendors c exporters

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((4.4))))

5 Why are farmers not in a goodposition tobargain for a goodprice?a they can't speak English b they don't know the market pricec they lack machinery and transport

6 Which ofthe following are true? Localfarmers' associations:a are democratic b control the world coffeep ricec help farmers take control ofthe export process

7 Which ofthe following statements about the world price ofcoffee aretrue?a it isvery low b it fluctuates dramaticallyc itis sometimes less than the price ofproduction

8 What does Fairtrade's minimum price cover?a production costs b repairs tomachinery c basic living wage

Listening tipInspoken English, the pronunciation ofa word changes according towhether itis stressed orunstressed. The unstressed form ofa word isknown as its 'weak form'. The following are often unstressed:auxiliary verbs, e.g. h a ve , w a s prepositions, e.g.f o r , t o J r omconjunctions, e.g. and, because definers, e.g. a , t h e , some

Youwillhear each ofthe sentences below twice. Notice the differencebetween the strong (stressed) and the weak (unstressed) forms ofh a ve , a n d,and was. How are the pairs ofsentences different inmeaning?1 Youhave been toNicaragua before haven't you?2 They're selling coffee and tea.3 She was there at 90 clock.Read and listen totwo more extracts. In1,Julia describes a farmer'sproblems; in2, how Fairtrade has improved his life. Foreach ofthe pairs1-15underline which words you hear.

I have / had 1 met a few coffee farmers indifferent countries, and one farmer, a / 0 1 1 e 2man calledMario Perez, has b ee n / w as 3 tellingme that only a couple ofyearsbefore he felt likehe had to practically give away his coffee as /because" what he is / was 5 earningfor / from 6 itwasn't enongh to cover the costs that he had /has 7 incurred in growing it...

...And / Then 8 he said,'for / it's9 the firsttime inalongtime Ifeelproud'. They were ableto startactuallyinvestingin / on10 their own families'future andbeen / being 11 ableto dothekind as/of12thingsthatwe take for / from13granted, likesending children at/ to14 school equipped withnotepads and / or 15 pens, and being able to affordbasicthings likemedicine.

1 2

40 Tradeandethics

Talking pointWhen buying food, how interested are you in the following? Organize thelist in order ofpriority.- has itbeen genetically modified?- can Icook itquickly?- isi thealthy Igood for me?- the producer's ethical reputation- country oforigin

- price- isit fattening?- has itbeen grown organically?- isthe packaging attractive?- quality

Countable1 Countable nouns can be either singular orplural.

Th e price o f co f fe e is dictated byfluctuations in stock exchanges .Cof fee prices a re n ow low. ,. " , ,2 Uncountable nouns can' t be plura l and can t be used with a or oneThird worldfa rm er s h av e n o m o ne y to b uy a ny machinery.You can't say'a machinery' or 'machineries'. You say:Heneeds t wo n ew pieces o f mach i ne r y .

3 Some nouns have both countable and uncountable uses wi th adifference in meaning.T h ey t ra d e i n c o ff e e. (the substance I commodity)I'dlikea coffee please. (acup ofcoffee)I'dlikesomewritingpaper. (the commodity)He's g o in g o u t to buy a paper. (anewspaper)

Underline the countable nouns and circle the uncountable nouns inthetext below.Which uncountable nouns can alsobe countable units, ifusedwith 'a piece of'?e.g.somecoal(uncountable), piecesof coal(countable)

Lookat the list ofnouns inthe margin that are usually uncountable inEnglish (i.e.you can't say ' an a d vi ce ' or ' t wo damages' ) . Which ones would becountable in your language?Underline the correct form or forms (see Reference section p118 for help).Then ask and answer the questions with a partner.1 Haveyou read the newspaper today? IsIAre there any interesting news?2 Money doesn't I d o n' t equal happiness - doyou agree?3 How m uc h I m an y product and market r e se a rc h I researches does yourcompany do?

4 Isthere a lot of I lots o f Im a n y traffic inyour town? Why? How m u ch I ma nyisbeing done toreduce it?

5 How m uc h I m an y customers orsuppliers doyou personally deal with? Doyou get m u ch f ee db ac k I m a ny f ee db ac ks about your products and servicesfrom them?

6 Alit tlek no wle dg e I f ew k no w ledgesabout everything isbetter than a lotof Iseveral knowledge about a littleI f ew things - doyou agree?

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Answer the questions and compare answers with a partner.1How many meetings doyou gotoin a month?2 Are they formal or informal?3 What are they for? (e.g.team meetings, project updates, etc.)4 Arethey always necessary?5 What would you like tochange about them?Now look at the tips for effective meetings. Inwhat ways dothe meetingsyou attend followthis model, and how are they different?

TIPS FOR EFFECTIVE MEETINGSexplored,

;r checks agreementand summarizes

are discussedin turn a pre-established timelimit.

5 The ensures ottendeesrelevcnt and

positiveway.

Youare going tohear extracts from a meeting. Listen and match the extracts1-5 with the meeting stage a-e each comes from, as inthe example.a starting the meeting d summarizing Ib moving ontothe next i tem e ending the meetingc getting other people's opinionsListen again and complete the sentences.

b movingon c getting opinions d summarizing e ending

OK . _ _ everyone's Excellent, so__herenow.started? thenext item now.

OK but OK , let's _-- think? whatMariajesus, __ it? we've decided.

WellIthink____ Thankyou allfor __ .

42 Trade and ethics

rated ( a d) ) - g iv en a mark o rscore for s thenable ( v ) - to make itpossible

(v)-toobeya

How strongly doyou agree that the following are acceptable?not sure

a investing inshares ofa company that infringes human rightsb occasionally adding personal expenses toyour business expensesc occasionally taking sick leave when you arewelld giving gifts to current and potential customerse taking stationery (pens, paper, etc.) from work for personal use at homeDothe expressions below indicate agreement (A)ordisagreement (D)?1 That's true, but. 5 I'm not sosure about that.2 I see what you're saying. 6 That's beside the point.3 I don't think so. 7 Yes,however i tseems tome that . .4 Absolutely./ Precisely./ Exactly. 8 You've got a point there.Now listen tosome people discussing the issues in0.Which expressionsfrom dothey use? Which two issues dothe speakers discuss?How important isit for a company tobe ethical? Readthe passage belowabout an official list ofethical businesses.

The FTSE (Financi al Times StockExchange) in London has an index ofcompanies (FTSE 4 Good) which havebeen rated for their principles of socialresponsibility. This enables anyoneinterested in investing money, to choosea company which complies with theirsense ofwhat isethical.A perfect company would be one thathas very good environmental policies,haslooked at human rights issuesaroundthe world, and ensures their companyadheres to it. Itwould probably operatein a sector not considered controversial.

Workin small groups. Youare part ofthe FTSE4Goodindex committee andare meeting todecide which companies toinclude onthe new index.1Elect a chairperson whose job isto ensure that the meeting followspoints 3-8 in the effective meeting tips. Decide which sectors ofindustrybelow you would automatically exclude from the index and why.

2 Foreach ofthe remaining sectors, brainstorm tothink oftwo orthreewell-known companies.

3 Decide which ofthese companies you would include inthe index andwhy.Are there anycompanies in these sectors you would exclude?

Trade and ethics 43

rule / order,etc.&dhereto (v)- to behaveaccording to a rule / l aw/etc.ceneroverstet ( a d )) - causes alot ofangry discuss ion /disagreement


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1 Dur ing your fi rs t days a twork , wha t i nfo rmat ion d id you need to knowabout your new company - e.g. rules and regulat ions , t ra ining coursesavailable, union representation, overtime policy?

2 Did you have any induction events or t raining?3 If you di d have an i nduc tion even t, what happened? Howuse fu l was i t? Ifyou d idn't , doyou th ink it would have been use fu l to have one?Yourcompany isexpanding rapidly. The company isplanning an inductionday in which approximately 50employees wil l have an oppor tuni ty to gettoknow each other and are given a general int roduct ion to the company.The event must be f un aswell asinformative.Look at the following information:

InductionDayOrganizersLeviPotak, FacilitiesManagerFacilitiesfor the induction day:Monday5 April9.00 a.m.-S.OOp.m.

TheMainCommonRoomisavailableallmorning and from3:00 p.m.Inthe afternoon. Unfortunatelyitisbooked forasales presentation between 1:00 and 2:30. Sinceit isthe onlymeeting roomwithPowerpoint,this cannot be changed. TheGreenRoom(capacity30) isavailablefrom 12:00 onwards.TheJackson Room(capacity30) isavailableall day.

Re: availabil ity ofsenior s taff togivepresentations forthe induction dayI have contacted the individuals concerned as req:~tedand adSkesdApril The response was as rouows:Men a:y .Richard Herrera, the CEO,is only available after3.00 p.m. . uman Resources Manager, -willElisabeta Finkeistelll, the Hbe free from 1.00 p.rn. onwards.

M. represent"tive,Itwill onl yb epos si bl e. to k t h em to come r ig ht a t t heHeads of Department 1f weasbeginning ofthe day. e SUMCO and APT,the twotradeRepresentatives frorn,thth8ir own time, so could onlyunions, have to COIDe~ndbetween 12.00 and 2.00.come inthe lunch peraoIhope this helps !Karina LeeHuman Resources Assistant

44 Tradeand ethics

Note.S .f'ro"""" tr a. ..i ni n~ . se .J """"lna..rPossible. ty e. p S o.f' a..C+ivity oFJnd!A..ction da...y: or a...n

.f'or""""a...1pre.Se.nta..tions _POVv'e.rpoint, ove.rhe. d .a..nd + c proJe.c tor. r a. .. nspa .. re .nci e. s, v ide. osIn.f'or""""a..1+a...lks .f'olloVv'e.d bdisc!A..SSion 3rO!A..ps y~oe. pla..ys a..nd Si""""!A..Ia..tionslc e.b re .a. .k e. rs - s h +a...llowa...s """"a..n e.0r a..ct ivit ie.s to+0 e. y P ople.


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KICKOFFHow likely and how desirable isit that the predictions below willcome trueinthe next 50years? Complete the table, and compare results with apartner. Then check with the key onpage 106.

Name: HamishMcRaeJob : Editor,journalist,authorArea ofexpertise: Futuretrends

)) Hamish McRaeis a newspaper journalist and radio broadcaster. Hehas alsowritten several books on the future.Listen tohim talking about the difficulties ofpredicting the future and tick( , 1 ' ) the items that he mentions.o ageing ofpopulationo air travelo computerso environmento Internet

o languageo marriageo space travelo terrorismstatus

46 Thefuture

Listen again and answer the questions.1 Hamish mentions a number ofpredictions from the past that werewrong. Complete these 'classic errors'.a There will never be h eavier-than-air _b There will only b e a world market for four _

2 What does Hamish say isthe problem with space travel toother planets?3 What does he say isthe most difficult thing topredict?4 What two predictions about areas can he make certain for the next 20years?

Listening tipPrediction can be a useful listening technique. Read these extracts from theinterview with Hamish and predict how they willfinish.1If! buy abook fromAmazon.com Iam merely using a new technology todowhat] would have been ableto do with an old ...

2 The trick for predicting the future isto identify what you know, and tobehonest about what ...

3 Alotofpeople willbe able towork wherever they are without havingto ...

4 Society isgetting older.There willbe a larger number ofpeople overnormal retirement age,who the smaller numbers ofpeople ofworkingage willhave to ...

Now listen and check your answers.Learning 'chunks' oflanguage (common expressions and wordcombinations) willhelp you tobe able topredict what someone isgoing tosaynext. Complete the expressions below with one word.1 Research and... 5 They're launching a new ...2 Better late than... 6 Speaking English clearly and ...3 Over the last 20 . .. 7 Fivehundred years . ..4 Read and... 8 The world-wide ...Compare your answers with a partner. Inwhich cases did you agree? Why?Listen toHamish talking about the role ofEnglish inthe future and answerthe questions below.1 Which ofthe chunks oflanguage from did you hear? Were they thesame as you predicted?

2 Are there more native ornon-native speakers ofEnglish?3 What comparison does Hamish make between now and the firstappearance ofprinted books 500years ago?

4 What two hopes does hehave for the future?Talking pointHamish says that isimportant toread literature as ithelps make learningthe language more enjoyable. Doyou agree?What other elements ofBritish,American,Australian (etc.)culture areyou interested in (e.g.music, cinema,art, sport)? How have they helped you tolearn English?

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t o s t ar t o ractivate sth suddenlyto fade ( v) - to disappearslowlyfad ( n) - s th t ha t p eo pl e a reinteres ted infor a short t ime

t o p ro du ce o rdes ign s th that has not exi st edbeforeinventtcn ( n) - a thing or ideawhich a person has inventedpatent ( n ) - - the official rightto b e t he o nly pe rs on to u se orsell anew inventionto patent (n)- t oget orobtainpatentt ak e up ( v ) - to useimpractical (adj)- very difficultt o u se i n r ea l l if e

48 Thefuture

I WORDS ATWORKI link words and connectors

Look at the genuine inventions i llus trated in the pictures above.Can you iden tif y what each one i s and what i twoul d beused fo r?Doyou think there i sa potential market for these products inyourcountry? why/why not?

Read t hrough the text s quickl y. Whi ch p roduc t(s ) fr om does each of t hetexts talk about?Only one of the inventions had short -term success . Which one was i t? Whydid all the others fai l?

The Scott Paper Company intheUStriggered an internationalmania for paper c lo thes when i toffered paper dresses by mailorder. Within sixmonths Scotthad sold more than hal f am i ll ionof the dresses. There were paperbikinis and paper vacationclothes - you travelled withoutluggage, bought your c lo thes at

the vacation site, and threwthem away when you got home.Although' T ime magazinenoted that paper c lo th ing was'here to stay', paper clothingt ur ned out t o be a f as t f ad ingfad. I n t ac t? , designers didn'treally like paper since' i t washard to work with and obviouslydidn't last.

2

Between 1962and 1977an Englishman, Arthur Pedrick, patented 162inventions. Even though4his ideas were extreIll"ly creative, none ofthem were taken up commercially dueto5 their impracticality and non-utility. His inventions included a bicydewith.~Il1phibious capacity (i.e.for use onland orwater ), and a way toenable people todrive a car f romthe back seat. However'his greatestinvention was a means toirrigatedeserts by sending a constant supply ofsnowballs from the Polarregions through a network ofgiant pea-shooters.

3

Can you unde rst and t he meaning of t he expr ess ions in bold from thecontext? Try to paraphrase them (find another way ofsaying the samething). Compare your ideas with a partner.The words 1-7 in blue i ta lics are connectors or l ink words and they help theauthors toorganize the text byl inking ideas together. Match the l ink wordswith their meanings a-fbelow, as in the example.

that i sc because of

despite the fact that (2words)e inreal ityf because

Now read the text below about the videophone and circle the mostappropr iate l ink words / express ions , as in the example.

Shortly after launchinq the'see-as-you-talkphone'.atthe 1964New YorkWorld Fair, AT&Tmade the revolutionary service available in NewYork,Chicago, and Washington DC. There werehigh hopes forthe innovation, but I~yet'the obvious drawbacks, e.g. 1i.e,2thepicturephone calls cost twenty times as much asan ordinary call, arrangements to use the newtechnology had tobe made inadvance byregularphone, and customers hac!to 9" 0 to a speciallocation to have a conversation.By1970, ithad an improved version ofthepicturephone technology ready. There wereprojections ofthe sale orlease ofa hundredthousand phones infive years, with the

predictionthat phones with piGtureswouldbe'widely used p y the general public' by the.1980s.Again, consequently Idueto 1since ~its poorperformance, the market place put thepicturephone onhold.The 'break-through' system used in 1992'sversion, VideoPhone 2500, was faster than oldermodels, because 1but 1ttieieioie" its picturequality was much inferior tothe fullmotion videoand synchronized audio oftelevision. Eventhough / However 1Thus 5 once again thepicturephone didn't meet projections. As aconsequence of1Despite 1In reelity" thesefailures, the technology continues tomoveahead.

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((((5A)))

50 The future

Wecan use a variety offorms topredict the future:will + infinitive: Marriage wi l l become m o re c omm o n.going to + infinitive: Look out!Your laptop is going tof al l o ff y ou r d es k.might + infinitive: Videophones might soon be a reality.could+ infinitive: This kind ofmarketing could lead to a n i nc re as e i n j un k m ai l.Complete the rules inthe box below.1 Could and ~ are used when we do n ot feel c ertain about whatwe are predicting.2 Going toand will can be used tomake predictions when we are morecertain. Often there islittle difference in meaning.

3 is u sed when there is c oncrete or visible evidence thatsomething is about to happen.

4 refers to t he way w emore personally see the future.

Make some predictions about your situation infive years' time inthefollowing areas. Discuss them with a partner.- work: type ofjob, level ofresponsibility, amount oftravel, working hours- family and free time: marital status, children, how you spend time at theweekends / on holiday- where you live: rented, owned, house, flat, town, region, countryWrite a short report predicting your company's situation in fiveyears' time.Try toconnect your ideas using the appropriate connectors and linkingexpressions from the Words a t w o rk section.- size - brand developmentlocation - corporate image

- diversity of products - profits- overseas markets - market share

Lookat the list offunctions 1-8. Listen to eight extracts from conversationsand circle the tense that the speaker uses (ormainly uses) for the functionas inthe example. W=will, GT= going to, PC=present continuous1making spontaneous decisions onthe phone W GT2 introducing a presentation @ GT3 offering tohelp a colleague do something (2nd speaker) W GT4 ordering food in a restaurant W GT5. reporting arrangements made at an earlier time PC GT6 summarizing decisions taken in a meeting PC G

Business Vision Student's Book

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