UNIT 1 Globalization Listening: For and against globalization A 1 c) 2 a) 3 e) 4 b) 5 d) B 1.1 1. Stephen Haseler is generally against globalization. He thinks that the advantages are ‘outweighed by a large number of disadvantages’. 2. Advantages: Globalization increases competition among companies. Disadvantages: Globalization could lead to big employment problems in the West; Globalization prevents governments from controlling their welfare systems. C 1 rule the roost 2 give-and-take 3 gather pace Reading 1: Going global B 1 Boeing is a US company which manufactures
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UNIT 1 Globalization
Listening: For and against globalization
A
1 c) 2 a) 3 e) 4 b) 5 d)
B 1.1
1. Stephen Haseler is generally against globalization. He thinks that the
advantages are ‘outweighed by a large number of disadvantages’.
2. Advantages: Globalization increases competition among companies.
Disadvantages: Globalization could lead to big employment problems
in the West; Globalization prevents governments from controlling their
welfare systems.
C
1 rule the roost
2 give-and-take
3 gather pace
Reading 1: Going global
B
1 Boeing is a US company which manufactures aeroplanes for civil
aviation.
2 Seattle
3 In-plant means in Seattle.
Out-plant means everywhere else.
C
1 true
2 true
3 true
4 false
5 false
Vocabulary: Entering new markets
A
1 d) 2 f) 3 g) 4 b) 5 c) 6 e) 7 a)
B
1 joint venture
2 acquisition
3 local partner
4 licensing (or) franchising
Language review: Comparing
A
1 Prague has become central Europe’s most glamorous city.
2 The tallest office towers in the world are in Kuala Lumpur.
3 Cleveland is now one of the cleanest cities in North America.
4 In Buenos Aires foreign bankers are as common as coffee house poets.
5 The London Underground is worse than the Tokyo Underground
system.
6 Ireland is not as large as Sweden.
7 The London Stock Exchange is much older than the Singapore
Exchange.
8 Their prices are very high in comparison to (or compared to) ours.
B 1.2
1 the most expensive
2 weaker
3 weaker
4 higher
5 the highest
6 more comfortable
7 the most expensive
8 stronger
9 more expensive
10 cheaper
11 most expensive
12 cheaper
13 dearer
14 the most exciting
15 cleaner
16 safer
17 most expensive
C
1 different
2 as
3 less
4 same
5 not
6 compared
7 much
8 rather
9 just
10 similar
Reading 2: Phone rage
A
Some possible factors:
You can’t see the other person’s face – expressions, lip movements. You
can’t use or see gestures. Sound quality is often bad. You can’t use
visuals-illustrations, graphs or written materials. You can’t write things
down- e.g. hard-to-spell names and addresses.
B
1 Being kept waiting, being connected to voice mail, being passed on to
someone else, talking to someone who sounds inattentive,
unconcerned or insincere.
2 People are more likely to express anger over the phone, rather than in
writing or face to face; telephone usage has risen steeply over recent
years; people’s expectations have risen.
3 Yes-but not enough.
4 Working outside company premises, e.g. at home or on client
premises.
Skills: Managing telephone calls
A 1.3
1 bored
2 impatient
3 unhelpful
4 inefficient
5 aggressive
B
/ ei / / i: / / e / /aI/ /əu/ /u:/ /a:/
A B F I O Q R
H C L Y U
J D M W
K E N
G S
P X
T Z(BrE)
V
Z(AmE)
C
Possible answer:
Netsat. Good morning. How can I help you?
Good morning. Could I speak to Donna Weston, please?
One moment, please… I’m afraid she’s not available at the moment.
Would you like to leave a message?
Yes, please. This is Eva Wartanowicz. Could you ask her to phone me
back later this afternoon?
Yes, certainly. Could you just spell your name for me?
Yes, its W-A-R-T-A-N-O-W-I-C-Z.
Could I just read that back to you –W-A-R-T-A-N-O-W-I-C-Z?
That’s correct.
And can I take your number, Ms Wartanowicz?
Yes, it’s 01863 483 2189.
That’s fine. I’ll make sure Donna gets your message.
Thank you very much.
Goodbye.
Goodbye.
UNIT 2 Brands
Starting up
B
a) advantages for the manufacturer:
having a product which is instantly recognizable (and thus more likely
to be bought); being able to associate specific qualities with the brand
(e.g. value for money, safety, prestige); the possibility of launching
related products under the same (established) brand; greater customer
loyalty
b) advantages for the consumer:
a reliable product – you know what you’re getting for your money;
high prestige brands give you an opportunity to enhance your standing
Vocabulary: Brand management
A
1 luxury brand
2 brand manager
3 brand leader
4 classic brand
5 brand image
6 brand loyalty
7 brand stretching
8 brand awareness
B
1 classic brand 3 brand image
2 brand awareness 4 luxury brand
Listening: What is branding?
Part 1
A 2.1
1 name 4 quality
2 differentiate 5 synergy
3 competitors’ 6 money
Part 2
B 2.2
BRANDS
Stand-alone or individual
brandsCorporate or family brands
Ariel
Haagen Daz
Direct Line Insurance
Marlboro
Heinz
Virgin
Marks and Spencer
Levis
Part 3
C 2.3
Customers want:
1 new brands
2 choice
3 different products
Customers like to:
1 rely on the quality levels guaranteed by the company.
2 trust products.
3 identify with brands.
Reading: Fashion piracy
B
1 c) 2 d) 3 e) 4 f) 5 g) 6 a) 7 i) 8 b) 9 j) 10 h)
C
1 T-shirts, jeans & baseball caps.
2 Because Calvin Klein has become a more well- known Brand, and is
therefore more profitable to copy.
3 By establishing a network of employees and external specialists.
D
1 It took a passive approach.
2 Because of the increase in counterfeiting and because it reduces the
company’s sales and damages its brand image.
3 It has expanded its business outside N. America, increased spending on
advertising and signed licensing deals with partners for whole regions
rather than individual countries, the previous practice.
Language review: Past simple and present perfect
A
1 launched
2 increased
3 have fallen
4 have copied
5 has become
6 organized
7 have found
8 have seized
9 contacted
10 informed
11 have had
12 have lost
UNIT 3 Travel
Starting up
C
British English:
petrol
lorry
car park
holiday
taxi
luggage
return
tube
steward/stewardess
motorway
queue
timetable
American English:
gasoline
truck
parking lot
vacation
cab
baggage
round trip
subway
flight attendant
freeway
line
schedule
Reading1: Free flight offer
1 To gather information about Emirates’ existing customers.
2 A free Economy ticket flight voucher.
3 You must take a First or Business Class trip with Emirates before July
this year.
4 To encourage people to respond.
B
Research (U), location (C), information(U),
questionnaire(C), network(C), accommodation(U)
C
information (informations)
research (researches)
accommodation (accommodatoins)
Language review: will
1 you will have experienced (line 1)
2 you’ll be helping(line 4)
3 This will ensure(line 5)
4 we will send(line 7)
5 we will be entering (line 10)
6 winner will receive (line 11)
7 You’ll find (line 16)
8 winner will be notified (line 18)
9 we will be welcoming (line19)
1 will + the perfect:1
will + the infinitive (without to):3,4,6,7
will + the passive:8
will + be + verb + ing: 2,5,9
2 1
3 3,4,5,6,8
4 7
This information will help us (line 4)
Your feedback will also allow us (line 5)
Future will be of genuine relevance (line 8)
you will be doing us a great favor (line 11)
will be entered in a free prize draw (line 16)
The winner will enjoy (line 19)
We will thank everyone (line 28)
Skills: Making arrangements on the telephone
B 3.1, 3.2
a) The caller (Philippa Knight) phones Maria Bonetti to make an
appointment to see her in London next week. The appointment is fixed
for Wednesday at 2pm.
b) Philippa Knight calls Maria Bonetti to reschedule their meeting
because her plane has been delayed. Maria Bonetti’s phone is engaged
when she rings so she leaves a message.
C-D 3.1 3.2
C 1 I’d like to make an appointment to see
2 day would suit you
3 How about Wednesday
4 you make it
5 me check my diary
6 what about
D 1 will you hold
2 but something’s come up
3 I’d like to meet her
4 Preferably
5 Could she call me back
6 020 7585 3814
Reading 2: Air rage
B
A businessman shot out the front tyres of a plane on the runway.
A 70-year-old hit a steward because there was no more steak.
C
The following reasons are given: 1,5,6,8,10.
D
Staff (U)
luggage(U)
stress(U)
passenger(C)
crew(C)
steward(C)
alcohol(U)
travel(U)
work (U+C)
Listening: Business Travellers’ problems
Part1
A 3.3
Seating requests (a lot of business travellers have specific and exact
seating requests); downgrading (where passengers are moved to a lower
class seat than they have booked and paid for because the airline has
oversold seats); upgrades (where passengers request a better class seat
than they have booked and paid for); baggage (going astray or getting
damaged)
B 3.3
1 a) British Airways
b)Terminal 4
c)London Heathrow
2 a) an aisle
b) a window
3 Sometimes the aircraft being fully booked.
4 Because of commercial pressure.
5 Passengers on BA’s frequent flights scheme.
6 A seat upgrade.
Part 2
C 3.4
Listen very carefully.
Find the actual cause of the complaint.
Example: delayed flight.
Not caused by the airline/British Airways.
Caused by the airline/British Airways.
Make sure it doesn’t happen again.
Offer an apology if required.
UNIT 4 Advertising
B 4.1
Product Reasons for liking the advertisement
a car ‘it’s colorful, I like the music and it’s chaotic’.
Levi Strauss(jeans) ‘a very good-looking boy… a great tune…’
Renault Clio (car) ‘it was a funny ad. It just appealed to my sense
of fun…’
Dairy Box (chocolates) ‘I just felt I had to have those chocolates and I
went out and bought them. It was an immediate
response to an advert.’
Vocabulary: Advertising media and methods
B
ADVERTISING
Media Methods Verbs
radio
directories
exhibition
press
mailshots
public transport
billboards/hoardings
posters
word-of-mouth
cinema
leaflets
television
jingles
commercials
point-of-sale
endorsement
slogans
sponsorship
free samples
persuade
run
target
publicise
promote
place
launch
research
sponsor
Reading: Outdoor advertising
B-C
B 1 e) 2 b) 3 d) 4 a) 5 c)
C The cost of a prime-time TV slot is soaring. However, advertising on
kiosks is cheap. Outdoor advertising is one of the fastest growing
segments in the market.
D
1 billboards, transport, bus shelters, public toilets
2 18:$18 billion, annual value of the world outdoor advertising market
6:6%, percentage of the world’s annual advertising spend accounted for
by outdoor advertising
30:30-second, the length of a prime-time TV slot 60,000: £60,000, the
cost of a 30-second prime-time TV slot
100,000:$100,000.the dollar equivalent of £60,000
90: £90, the cost of placing an ad on a bus shelter for two weeks
20:20%, percentage of outdoor advertising accounted for by street
furniture in Europe
5:5%, percentage of outdoor advertising accounted for by street
furniture in America
3 Outdoor advertising has become popular because it is cheap, because it
is a ‘true mass-market medium’ and because of the quality and
innovation it is now possible to achieve in outdoor displays.
4 entertainment, clothing and financial services
Listening: Successful advertising campaigns
Part 1
B 4.2
The main reasons Andrew Pound mentions are cost effectiveness (‘the
key thing that made it successful was the amount of money we spent-very
little money – and in terms of sales results, as a percentage of the amount
of money we spent, it was a huge success.’); targeting (‘we had a very
good match between the types of people who we knew bought marmalade
and the types of people who we knew through research listened to that
radio station. And we fitted them together in a way that made sense…
that’s what made it a success.’) and increased sales (‘that’s the key thing
about advertising. If it doesn’t generate sales, then it’s no good.’).
C 4.2
1 older people (marmalade); children (cheese spread)
2 radio (marmalade); TV (cheese spread)
Part 2
E 4.3
Advertising helps to keep a product at the front of consumers’ minds so
they are more likely to select it, rather than a competitor’s product, when
they go shopping.
F
advertising campaign
marketing mix
public relations
retail outlets
price promotions
promotional techniques
Sample sentences:
Our new advertising campaign gets underway in June.
Do you know what the four Ps in the marketing mix are?
Good public relations is essential in this day and age.
We sell through a wide range of retail outlets.
Price promotions are a good way of boosting sales.
We choose which promotional techniques to use for new products very
carefully.
Language review: Articles
A
1 More than 6,000 famous advertising people from around the world
gathered in Cannes at the end of last month for the 44 th International
Advertising Festival.
2 Many of those looking through the 4,000-plus commercials were
searching for the multinational advertiser ideal: a simple idea that
crosses borders and appeals to people on the same level in different
markets. Unfortunately most of the awards were for ads created
specifically for local markets.
3 The New Ford Puma campaign was created too late for this year’s
festival, but expect to see it shine at the 45th. Designed to launch Ford’s
new sporty coupe across Europe, it contains that instantly recognizable
idea that those multinational agencies’ clients seek.
4 Essentially, the late, great Steve McQueen drives a Ford Puma through
the streets of San Francisco in the manner in which he drove a 1960s
Ford Mustang in his classic movie Bullitt.
5 Footage from the film, supplied by Warner Brothers, is combined
through the use of extraordinary computer technology with footage of
the Ford Puma. The Car follows one of the routes the Mustang took in
the film.
6 As McQueen ‘drives’ around the city, the car receives admiring glances
from passers-by ranging from a traffic cop to an attractive woman out
walking. Finally he pulls into his garage where he parks the Puma
alongside the original Mustang.
B
an advert, a commercial, a concept, a USP, a university, a VIP, an hour, a
European, an exhibition, an MBA, an employee, an endorsement
C-E
C 1 the streets of San Francisco
2 a) Bullitt b) the Ford Puma
c) one of the routes taken by the Mustang
d) the 1960s Mustang Steve McQueen drove in Bullitt
3 a) San Francisco b) the Ford Puma c) the one
Steve McQueen has been ‘driving’ round the city
d) the one Steve McQueen drove in Bullitt
D We use the definite article when we know which one(s) because it’s
been mentioned before, because it’s explained or because it’s the only
one around.
E We use the indefinite article when we don’t know exactly-or it doesn’t
matter – who or what is meant.
Skills: Starting presentations
Formal
Good morning everyone, on behalf of myself and Focus Advertising, I’d
like to welcome you. My name’s Sven Larsen, I’m Commercial Director.
This morning, I’d like to outline the campaign concept we’ve developed
for you. I’ve divided my presentation into three parts. First, the
background to the campaign, next the results of our market study, thirdly,
the concept itself. If you have any questions, please don’t hesitate to
interrupt me.
Informal
Hi, I’m Dominique Lagrange. Good to see you all. As you know, I’m
Creative Director of DMK. I’m going to tell you about the ideas we’ve
come up with for the ad campaign. I’ll give you the background and talk
you through the results of the market study, and tell you all about our
concept. If you’re not clear about anything, go ahead and ask any
questions you want.
C
1 ask a question
2 tell a personal story
3 offer an amazing fact
4 state a problem
UNIT 5 Employment
Reading: Choosing the best candidate
B
Fundamentally, people stay the same. They may learn things, and later in
life forget them, but basic abilities- such as language learning and
numeracy – change little.
C
1 People who panic; people with impressive qualifications who can’t
learn; hypochondriacs; unstable people; those who don’t come up to
expectations.
2 That some people had potential when they were employed-but never
realized that potential.
3 Employers should select candidates for what they are rather than for