QUESTO FILE CONTIENE I MATERIALI UTILIZZATI A LEZIONE DALLA DOTT.

SSA CLEGG

Si riferiscono al libro di testo Business Benchmark Upper Intermediate 2nd Edition.

Unit 1

Staff development and training

Basic vocabulary

Nearly six hundred students _____ from this faculty every year.

The British Prime Minister is an economist by training; he is an economics _____ . His degree is from Oxford
University.

After the first-level three-year ___ in Parma, many students opt to take the two-year second-level _____.

Young people (and the not so young) often wear _______ on their feet even when they are not doing
sports. Nike and Adidas are popular brands.
ANSWERS

Nearly six hundred students GRADUATE from this faculty every year.

The British Prime Minister is an economist by training; he is an economics GRADUATE. His degree is from
Oxford University.

After the first-level three-year DEGREE , many students opt to take the two-year second-level DEGREE.

Young people (and the not so young) often wear TRAINERS on their feet even when they are not doing
sports. Nike and Adidas are popular brands. The word comes from ‘training’; sports training or
professional / vocational training. Someone who is being trained is called a ‘trainee’.

Cp A person who is paid is a ‘payee’. Someone who is employed is an ‘employee’.

Vocab Ex. p.9

Use these words to complete the sentences below

Certificate

Course

Degree

Development

Experience

Knowledge

Qualifications

Skills

1. Our school-leaver training programme aims to teach you key skills such as ( for example) using
spreadsheets.
2. Although he lacks any formal …… such as a university degree, he’s one of our best managers.
3. The …… you study for at university is likely (it is probable ) to decide the sort of job you do
afterwards.
4. At the end of the four-week training ….., you will receive a ….. The course aims to give you a
thorough …. of the company’s activities. However, there are a lot of things which you can only get
from the …. you’ll get working here.
5. With our policy of professional ……. , we expect him soon to become a manager.
ANSWERS

1. Our school-leaver training programme aims to teach you key skills such as word processing and
book-keeping.
2. Although he lacks = doesn’t have a formal QUALIFICATION TITLE such as = for example a university
degree, he’s one of our best managers.
3. The DEGREE you study for at university is likely== it is probable that it will (decide) to decide the
sort of job you do afterwards.
4. At the end of the four-week training course, you will receive a certificate. You’ll gain a thorough =
detailed and robust pronunciation!! KNOWLEDGE pronunciation!! of the company’s activities.
However, there are a lot of things which you can only get from the EXPERIENCE you’ll get working
here.
5. With our policy of professional TRAINING, we expect him soon to become a manager.
Reading and cloze p.8

Company background

1. What training does Flight centre offer new staff?

2. Why does Flight Centre think staff training is so important?

READ THE TEXT QUICKLY

Flight Centre

This company has been offering advice and making arrangements for customers
since it opened its first store in Australia in 1981. It is now one of the world’s largest
independent travel retailers, with 1,700 stores around the world.

Go anywhere YOU WANT TO GO

At Flight Centre, we believe in giving you a lot of responsibility from day one, so one
of our main priorities is to make sure you get the training and support you need to
(1) _____ gain the skills which will allow you to succeed.

The training starts as soon as you ( 2_____ ) - and it never stops. The initial
programme is ( 3_____ ) partly at your office and partly in our dedicated Learning
Centre. For the first 12 months, you’ll have a regular programme of training (4
_____ ) topics as diverse as Advanced Sales, Goal Setting and Time Management, as
well as Airfares and Packages.

After that, you can develop in any direction you choose by ( 5_____ ) a range of
courses and events in the four key development areas: Sales and Service, Product
and Airfares, Systems, and Personal development. All this is provided at no
( 6_____ ) to you - which is exactly the way it should be. We have a consistent
( 7_____ ) of promoting from within; currently about 90 per cent of our Team
Leaders have come through the ranks, and we want to keep it that (8 _____ ).

We’re also keen to train the leaders of the future with our Leadership Development
Programme. It’s an intensive training course ( 9_____ ) up by specialist project work.
After all, becoming a high flier in any company shouldn’t be about just waiting to
shuffle up the ladder. Here, the best people develop as far as they like, as fast as
they can. We hope you’ll be one of them . And the success of our philosophy on
cultivating personal and ( 10 _____ ) development, as well as promoting from
within, that earned us the Training and Development award for excellence, as voted
by our employees.

A win B gain C earn D collect

1. A join B recruit C contract D employ

2. A introduced B done C based D fixed
3. A dealing B covering C learning D working
4. A going B assisting C training D attending
5. A money B payment C cost D price
6. A record B reputation C activity D standard
7. A type B sort C kindD way
8. A set B backed C held D kept
9. career B work C life D profession
Answers Go anywhere YOU WANT TO GO p.8

We believe in giving you a lot of responsibilities from day one - but that doesn’t
mean throwing you in at the deep end. One of our major priorities is to make sure
you get the training and support you need to ( gain ) the skills which will allow you
to succeed.

The training starts as soon as you ( 2 A join ) - and it never stops. The initial
programme is ( 2 C based) partly at your office and partly in our dedicated Learning
Centre. For the first 12 months, you’ll have a regular programme of training (4 B
covering ) topics as diverse as Advanced Sales, Goal Setting and Time Management,
as well as Airfares and Packages.

After that, you can develop in any direction you choose by ( 5 D attending) a range
of courses and events in the four key development areas: Sales and Service, Product
and Airfares, Systems, and Personal development. All this is provided at no ( 6 C cost
) to you - which is exactly the way it should be. We have a consistent ( 7 A record )
of promoting from within; currently about 90 per cent of our Team Leaders have
come through the ranks, and we want to keep it that (8 D way).

We’re also keen to train the leaders of the future with our Leadership Development
Programme. It’s an intensive set of training courses ( 9 B backed ) up by specialist
project work. After all, becoming a high flier in any company shouldn’t be about just
waiting to shuffle up the ladder. Here, the best people develop as far as they like, as
fast as they can. We hope you’ll be one of them . And it’s a measure of the success
of our philosophy on cultivating personal and ( 10 A career / professionAL)
development, as well as promoting from within, that earned us the Training and
development award for excellence, as voted by our employees.
Grammar workshop P.24

Countable nouns

Where is office?

Where is the office? ARTICLE

There is an office.

Where is his office / the secretary’s office? POSSESSIVE

Where is that office? DEMONSTRATIVE

Every office has a window NUMERATIVE

All the offices have windows.

Numeratives: Some customers

Any emails

Few clients, many opportunities

A number of complaints, a lot of clients

Uncountable

Information, advice

Money is important. Where is the money? ARTICLE (THE)

My father’s money. That money.

Little money Not much money. NUMERATIVES

Was there any money? There was some money, but not much.

I don’t have much time.

Sometimes the meaning changes…

The firm was doing well and business was lively.

They set up a clothes-making business.

The job market is saturated and there is little work even for graduates.

Atlas Shrugged by Ayn Rand has been an influential work in the US.

The student didn’t have enough time to finish the last exercise.

The student took the exam three times.

Vocabulary 1 p.9

Use these words to complete the sentences below

Certificate

Degree

Development

Experience

Knowledge

Qualifications

6. Our school-leaver training programme aims to teach you key skills such as ( for example) word
processing and book-keeping.
7. Although he lacks doesn’t have any formal …… such as a university degree, he’s now one of our best
managers.
8. The …… you study for at university is likely (it is probable that ..) to decide the sort of job you do
afterwards. (adverb)
Go to school then university afterwards.

Go to school then university after school

9. At the end of the four-week training ….. , you will receive a ….. You’ll gain a thorough (detailed and
robust PRONUNCIATION!!) …. of the company’s activities. However, there are a lot of things which
you can only learn from the …. you’ll get working here.
10. With our policy of professional … we expect him to soon become a manager.

6. Our school-leaver training programme aims to teach you key skills such as word processing and
book-keeping.
7. Although he lacks any formal QUALIFICATIONS TITLES such as a university degree, he’s now one of
our best managers.
8. The DEGREE you study for at university is likely to decide the sort of job you do afterwards.
 9. At the end of the four-week training COURSE, you will receive a CERTIFICATE. You’ll gain a
thorough KNOWLEDGE of the company’s activities. However, there are a lot of things which you
can only learn from the EXPERIENCE you’ll get working here.
10. With our policy of professional DEVELOPMENT we expect him to soon become a manager.

PAGE 8 NOT IN THE BOOK

You are going to read an extract from a recruitment brochure for graduate trainees.

Before you read, match these::

1. Day one
2. Throw you in at the deep end
3. Promote from within
4. Come through the ranks
5. Become a high flier
6. Shuffle up the ladder

A. Achieve great professional success

B. Get promotion slowly
C. Have to learn something difficult with little training or experience
D. Move people inside a company to a higher position
E. Rise to higher positions from the bottom of an organisation
F. Your first day at work

ANSWERS

1.F 2. C 3. E 4.D 5.E 6.B

Company background

This company has been offering advice and making travel arrangements for
customers since it opened its first store in Australia in 1981. It is now one of the
world’s largest and most successful independent travel retailers, with 1,700 store
around the world.

Why is staff training important to Flight Centre Limited? READ THE TEXT QUICKLY

Go anywhere YOU WANT TO GO

At Flight Centre, we believe in giving you a lot of responsibility from day one, so one
of our main priorities is to make sure you get the training and support you need to
(1 B gain) the skills which will allow you to succeed personally and professionally.

The training starts as soon as you ( 2_____ ) - and it never stops. The initial
programme is ( 3_____ ) partly at your office and partly in our dedicated Learning
Centre. For the first 12 months, you’ll have a regular programme of training (4
_____ ) topics as diverse as Advanced Sales, Goal Setting and Time Management, as
well as Airfares and Packages.

After that, you can develop in any direction you choose by ( 5_____ ) a range of
courses and events in the four key development areas: Sales and Service, Product
and Airfares, Systems, and Personal development. All this is provided at no
( 6_____ ) to you - which is exactly the way it should be. We have a consistent
( 7_____ ) of promoting from within; currently about 90 per cent of our Team
Leaders have come through the ranks, and we want to keep it that (8 _____ ).

We’re also keen to train the leaders of the future with our Leadership development
programme. It’s an intensive set of training courses ( 9_____ ) up by specialist
project work. After all, becoming a high flier in any company shouldn’t be about just
waiting to shuffle up the ladder. Here, the best people develop as far as they like, as
fast as they can. We hope you’ll be one of them . And the success of our philosophy
on cultivating personal and ( 10 C ______ ) development, as well as promoting from
within, has earned us a Training and Development award for excellence, as voted by
our employees.

10. A win B gain C earn D collect

11. A join B recruit C contract D employ
12. A situated B located C based D fixed
13. A dealing B covering C learning D working
14. A going B assisting C having D attending
15. A money B payment C cost D price
16. A record B reputation C activity D standard
17. A type B sort C kind D way
18. A set B backed C held D kept
19. A career B work C life D profession

Go anywhere YOU WANT TO GO

At Flight Centre, we believe in giving you a lot of responsibility from day one, so one
of our main priorities is to make sure you get the training and support you need to
(1 B gain) the skills which will allow you to succeed personally and professionally.

The training starts as soon as you ( 2 A join ) - and it never stops. The initial
programme is ( 3 C based) partly at your office and partly in our dedicated Learning
Centre. For the first 12 months, you’ll have a regular programme of training (4 B
covering ) topics as diverse as Advanced Sales, Goal Setting and Time Management,
as well as Airfares and Packages.

After that, you can develop in any direction you choose by ( 5 D attending) a range
of courses and events in the four key development areas: Sales and Service, Product
and Airfares, Systems, and Personal development. All this is provided at no ( 6 C cost
) to you - which is exactly the way it should be. We have a consistent ( 7 A record )
of promoting from within; currently about 90 per cent of our Team Leaders have
come through the ranks, and we want to keep it that (8 D way).

We’re also keen to train the leaders of the future with our Leadership development
programme. It’s an intensive set of training courses ( 9 B backed ) up by specialist
project work. After all, becoming a high flier in any company shouldn’t be about just
waiting to shuffle up the ladder. Here, the best people develop as far as they like, as
fast as they can. We hope you’ll be one of them . And the success of our philosophy
on cultivating personal and ( 10 C career / professionAL) development, as well as
promoting from within, has earned us a Training and Development award for
excellence, as voted by our employees.

ERROR IDENTIFICATION

We're one of the UK's best workplaces again! http://www.flightcentrecareers.co.uk/events

We are excited to announce that we've been recognized by in the Sunday

Times '100 Best Companies To Work For' Awards. We also received the an
on-stage award for our commitment to 'making the our world a better
workplace'. This is the tenth year we've been listed like as one of the UK's
best workplaces, having been chosen out of these 897 companies. This
award is particularly important to us because of the Sunday Times surveys
250,000 employees nationwide before they selecting the 100 best
workplaces. Therefore, this is a true best reflection of our team culture,
leadership offering and career progression opportunities - as rated by the
our employees.

We are excited to announce that we've been recognized ?by?in the Sunday
Times '100 Best Companies To Work For' Awards. We also received the an on-
stage award for our commitment to 'making the our world a better workplace'.
This is the tenth year we've been listed like as one of the UK's best workplaces,
having been chosen out of these 897 companies. This award is particularly
important to us because of the Sunday Times surveys 250,000 employees
nationwide before they selecting the 100 best workplaces. Therefore, this is a
true best reflection of our team culture, leadership offering and career
progression opportunities - as rated by the our employees.

Unit 3 Getting the right job

I like to see how the people I work with evolve.

my colleagues develop
the people in my office or department change

I like producing things which people will enjoy.

It’s important to continually improve our ways of working.
My team’s work affects the whole company.
Recent recruits are encouraged to contribute ideas.
The company wants its employees to have a variety of attitudes and opinions.
To survive in this industry, you continually have to be producing new products.
We need to be aware of our customers’ different ways of thinking.

I like to see how the people I work with evolve.

my colleagues develop
the people in my office or department change
I like producing things which people will enjoy.
Products which consumers like

It’s important to continually improve our ways of working.

Make better working practices

My team’s work affects the whole company.

has an impact on the .

Recent recruits are encouraged to contribute ideas.

New employees are asked to put forward suggestions

The company wants its employees to have a variety of attitudes and opinions.
Different views are accepted

To survive in this industry, you continually have to be producing new products.

Keep up to date Update and innovate

We need to be aware of our customers’ different ways of thinking.

Adapt to clients’ various thoughts

Vocabulary A
Learned how to do something well
Appears unexpectedly
To continue directing all our attention and energy to what we are doing
Learned how to do something well - mastered
Appears unexpectedly - crops up
To continue directing all our attention and energy to what we are doing – stay on our toes

Vocabulary B
Having a way of thinking which examines facts and information in a very careful way
To question the present situation
Having a way of thinking which examines facts and information in a very careful way - analytical mindset
To question the present situation – challenge the status quo

Vocabulary C and D
Pride
Enormously
It gives satisfaction

Vocabulary C and D
Pride – orgoglio
Enormously - hugely
It gives satisfaction - rewarding

p.18 mistakes exercise on letter of application

Dear Sir or Madam

I am writing for to apply for the post of Team Assistant (job ref.:23998G), as
currently advertised on your website.
As you will now see from my curriculum vitae, I am a 24-year-old graduate in
Business Administration from Hamburg Business College. At present time, I am
working as a trainee in the Marketing Department of Audi AGF based in Bremen.
As part of my university studies, I have completed a year’s internship at Abengoa,
a Spanish engineering and telecommunications company, in Seville the last year.
As a result, I am able to work fluently in English and Spanish , and as well as
German. Since leaving university, apart from following the standard graduate
training programme, I have also done more extra courses in Business Skills and Marketing.
However I am interested in the post advertised because I would like the opportunity
to work for a multinational producer of consumer products such as yourselves and I
would value the opportunity to gain my experience working with an international team.
I hope my application is of an interest to you. I am available for interview at any time, and
my present employers would be too happy to supply a reference.

I look forward to hearing from you

Yours faithfully
Christa Schmidt
christaschmidtastmail.com

ANSWERS
Dear Sir or Madam
I am writing for to apply for the post of Team Assistant (job ref.:23998G), as
currently advertised on your website. CORRECT
As you will now see from my curriculum vitae, I am a 24-year-old graduate in
Business Administration from Hamburg Business College. At present time, I am (at the present time)
working as a trainee in the Marketing Department of Audi AGF based in Bremen. CORRECT
As part of my university studies, I have completed a year’s internship at Abengoa,
a Spanish engineering and telecommunications company, in Seville the last year.
As a result, I am able to work fluently in English and Spanish , and as well as
German. Since leaving university, apart from following the standard graduate CORRECT
training programme, I have also done more extra courses in Business Skills and Marketing.
However I am interested in the post advertised because I would like the opportunity
to work for a multinational producer of consumer products such as yourselves and I CORRECT
would value the opportunity to gain my experience working with an international team.
I hope my application is of an interest to you. I am available for interview at any time, and
my present employers would be too happy to supply a reference. (very happy)
p. 24

1. He put advertisement / an advertisement for a sales director in the paper.

2. During the training course, you’ll learn how to use some new equipment / equipments.
3. Our research / researches show that 90% of our students find work / a work within six months.
4. You will find a large amount of information / number of informations on their website.
5. We can give you some advice / advices on how to apply.
6. During the first year, the job will involve little travel / few travels but much training course / many
training courses.
P. 26 Comparison of Adjectives and Adverbs

Cheap – cheaper – cheapest.

Easyjet is cheaper than many airlines but Ryanair is
usually the cheapest!

Expensive – more expensive –most expensive

Parma is one of the most expensive cities in Italy; it is
much more expensive than RE.

Good – better – best (well – better –best)

Bad – worse – worst (badly - worse – worst)
Far – further – furthest
Little – less – least
Much/many - more – most

What is the best answer?

The weather was worse last week.
The furthest point is at the back of the room.
There is less time next semester. (There are fewer
lessons)
We have many experts and much knowledge ..
We have plenty of experts and plenty of knowledge …
… but there are more questions than answers and
most answers are incomplete.

FAR GOOD HAPPY IMPORTANT INTERESTING LONG

RELEVANT(pertinent) USEFUL
1. Accountants work _____ hours when there are
deadlines to meet.
2. For some jobs, experience is _______ than
qualifications.
3. For business owners, sales training is _______ than
professional degrees.
4. The firm helps graduates decide which course to
follow and ensure that the qualification they choose
will be _______ to their career.
5. (Likert scale) Please RANK the following possible titles
in order of interest to you by clicking on 1 for the most
interesting, 2 next to the second most interesting and
so on, down to 12 for________.
6. Good business qualifications would be desirable, but
_______ a strong academic background.
7. For __________ information please click here.
1.Accountants work longer hours when there are
deadlines to meet.
2.For some jobs, experience is better than
qualifications.
3.For business owners, sales training is more
important / better than professional degrees.
4.The firm helps graduates decide which course to
follow and ensure that the qualification they
choose will be the most useful to their career.
5.Please RANK the following possible titles in order
of interest to you by clicking on 1 for the most
interesting, 2 next to the second most interesting
and so on, down to 12 for the least interesting.
6.Good business qualifications would be desirable,
but less relevant than a strong academic
background.
7.For further information please click here.
ANSWERS

1. He put an advertisement (C) for a sales director in the paper.

2. During the training course, you’ll learn how to use some new equipment (U).
3. Our research (U) show that 90% of our students find work / a work within six months.
4. You will find a large amount of information (U) on their website.
5. We can give you some advice (U) on how to apply.
6. During the first year, the job will involve little travel (U) but (C) many training courses.

Breaking into the market

. .. then they start to date (go out together, on ‘dates’) ….

http://www.theaxeeffect.com

Which promotional activities did AXE use?

Read the article again and choose the best answer for each of the following
questions.

1. Who were the target audience in Unilever’s promotional campaign?

A Young women

B Young men

C Men of all ages

D Men and women

2 How did people get an invitation to the house?

A By receiving direct mail.

B By answering all advertisement.

C By applying through an Internet site.

D By participating in a game.

3 What was aim of the publicity for the house party?

A To show an exotic location.

B To improve men’s dating skills.

C To excite people’s curiosity.

D To show people they needed AXE.

4 According to Mary Drapp, what was the aim of the promotional campaign?

A To increase brand awareness.

B To encourage people to visit the website.

C To encourage a different type of customer to buy the product.

D To show the effectiveness of the product.

5 What was unique about the promotion of AXE?

A The house party.

B The television programme.

C The free disc.

D The use of the Internet.

6 What was the effect of the marketing campaign?

A Twenty-two per cent more people knew about AXE.

B Sales of AXE increased by 22%.

C There was all increase in the percentage of young men who knew about AXE.

D Brand awareness rose to 3.7%.

THE AXE EFFECT

When Unilever wanted to launch its AXE deodorant spray for men in the United
States, it combined young men’s natural interest in pretty girls with the attraction of
a great house party. The idea was simple: boy buys AXE, boy meets girl, boy smells
nice, girl likes boy.

The product. which was already popular in other parts of the world, was launched in
the United States with a powerful promotional plan to make it appeal to American
male youth culture. Using the slogan ‘the AXE effect’, the company used a number
of marketing ploys to bring the product to the attention of the public. These
included an online game, free samples of the deodorant, often given by attractive
female models, in retail stores, point-of-sales displays, media advertising and public
relations (PR), all of which hyped the centrepiece of the promotion: a once-in-a-
lifetime party at a Florida mansion.

Unilever began the December before by direct-mailing millions of college students

and young males aged between 11 and 24, who received free samples and
information about the event, which was advertised as the AXE House Party: lots of
girls, rock stars and a beach house. A radio advertising campaign and online publicity
called for young men to log on to the Internet to play a video game on the AXE
website. Participants had to apply their dating skills to score points. If the player
reached a certain level he entered a lottery to win trip to the party.
AXE focused on the intrigue and discovery of the party. Leaflets similar to ones
made for a party by a group of college students were posted in relevant locations
such as men’s toilets at nightclubs. There were also print ads in Rolling Stone and
Spin magazines.

‘It was all about getting into the mind of the 20-something guy,’ says Mary Drapp,
manager of strategic alliances and sponsorships for Unilever. And they succeeded in
doing that.
Their website received more than 943000 hits, or 20% more than the goal. Some
100 lucky young men were flown in to attend the party, held near Miami. Hundreds
of girls wore invited to dance and enjoy musical acts from Nelly, Andrew WK.. Nicole
and the Riddlin kids. Guests could use the pool, go to a game room or play air
hockey, cards or billiards. The party was filmed and edited into an hour long show
broadcast on TNN in April. ‘To our knowledge, nobody has aver taken a consumer
promotion and turned it into a television show,’ says Steve Jarvis, the marketing
consultant for AXE. ‘That was something completely original. After the party, AXE
continued to capitalise on the event. Some 500,000 special packs went on sale in
retail stores, offering two cans of the deodorant spray with a free AXE house-party
CD that featured songs from the artists who had appeared at the party.
Following the promotion, results included a 22% increase in general brand
awareness among males aged 11 to 24 and a 3.0% to 3.7% increase in antiperspirant
and deodorant market share.

ANSWERS

THE AXE EFFECT

When Unilever wanted to launch its AXE deodorant spray for men in the United
States, it combined young men’s natural interest in pretty girls with the attraction of
a great house party. The idea was simple: boy buys AXE, boy meets girl, boy smells
nice, girl likes boy.

The product, which was already popular in other parts of the world, was launched in
the United States with a powerful promotional plan to make it appeal to American
male youth culture. Using the slogan ‘the AXE effect’, the company used a number of
marketing ploys to bring the product to the attention of the public. These included
an online game, free samples of the deodorant, often given by attractive female
models, in retail stores, point-of-sales displays, media advertising and public
relations (PR), all of which hyped the centrepiece of the promotion: a once-in-a-
lifetime party at a Florida mansion.

Unilever began the December before by direct-mailing millions of college students

and young males aged between 11 and 24, who received free samples and
information about the event, which was advertised as the AXE House Party: lots of
girls, rock stars and a beach house. A radio advertising campaign and online publicity
called for young men to log on to the Internet to play a video game on the AXE
website. Participants had to apply their dating skills to score points. If the player
reached a certain level he entered a lottery to win a trip to the party.
AXE focused on the intrigue and discovery of the party. Leaflets similar to ones made
for a party by a group of college students were posted in relevant locations such as
men’s toilets at nightclubs. There were also print ads in Rolling Stone and Spin
magazines.

‘It was all about getting into the mind of the 20-something guy,’ says Mary Drapp,
manager of strategic alliances and sponsorships for Unilever. And they succeeded in
doing that.
Their website received more than 943000 hits, or 20% more than the goal. Some
100 lucky young men were flown in to attend the party, held near Miami. Hundreds
of girls wore invited to dance and enjoy musical acts from Nelly, Andrew WK.. Nicole
and the Riddlin kids. Guests could use the pool, go to a game room or play air
hockey, cards or billiards. The party was filmed and edited into an hour long show
broadcast on TNN in April. ‘To our knowledge, nobody has aver taken a consumer
promotion and turned it into a television show,’ says Steve Jarvis, the marketing
consultant for AXE. ‘That was something completely original. After the party, AXE
continued to capitalise on the event. Some 500,000 special packs went on sale in
retail stores, offering two cans of the deodorant spray with a free AXE house-party
CD that featured songs from the artists who had appeared at the party.
Following the promotion, results included a 22% increase in general brand
awareness among males aged 11 to 24 and a 3.0% to 3.7% increase in antiperspirant
and deodorant market share.

VOCABULARY

a) build on an existing success

b) concentrated on
c) how much of a market is taken by a particular brand
d) knowledge that a brand exists
e) the activity of keeping good relations between an organisation and the
outside world
f) publicised strongly
g) shops, supermarkets etc.
h) start using ( your computer, the internet)
i) tactics, tricks
j) visits (to a website)
 k) start selling for the first time
N they would like it (Para 2)

When Unilever wanted to launch (k start selling for the first time

) its AXE deodorant spray for men in the United States, it combined young men’s
natural interest in pretty girls with the attraction of a great house party. The idea
was simple: boy buys AXE, boy meets girl, boy smells nice, girl likes boy.

The product, which was already popular in other parts of the world, was launched in
the United States with a powerful promotional plan to make it appeal (it appealed
to them = they liked it) to American male youth culture. Using the slogan ‘the AXE
effect’, the company used a number of marketing ploys tactics, tricks to bring the
product to the attention of the public. These included an online game, free samples
of the deodorant, often given by attractive female models, in retail stores shops,
supermarkets etc., point-of-sales displays, media advertising and public relations
(PR) the activity of keeping good relations between an organisation and the outside
world , all of which hyped publicised strongly the centrepiece of the promotion: a
once-in-a-lifetime party at a Florida mansion.

Unilever began the December before by direct-mailing millions of college students

and young males aged between 11 and 24, who received free samples and
information about the event, which was advertised as the AXE House Party: lots of
girls, rock stars and a beach house. A radio advertising campaign and online publicity
called for young men to log on start using (your computer, the internet) to the
Internet to play a video game on the AXE website. Participants had to apply (use in a
context) their dating skills to score points. If the player reached a certain level he
entered a lottery to win trip to the party.

AXE focused on concentrated on the intrigue and discovery of the party. Leaflets
similar to ones made for a party by a group of college students were posted in
relevant locations such as men’s toilets at nightclubs. There were also print ads in
Rolling Stone and Spin magazines.

‘It was all about getting into the mind of the 20-something guy,’ says Mary Drapp,
manager of strategic alliances and sponsorships for Unilever. And they succeeded in
doing that.

Their website received more than 943000 hits visits (to a website), or 20% more
than the goal (target, objective). Some 100 lucky young men were flown in to attend
the party, held near Miami. Hundreds of girls wore invited to dance and enjoy
musical acts from Nelly, Andrew WK., Nicole and the Riddlin Kids. Guests could use
the pool, go to a game room or play air hockey, cards or billiards. The party was
filmed and edited into an hour-long show broadcast on TNN in April. ‘To our
knowledge, nobody has aver taken a consumer promotion and turned it into a
television show,’ says Steve Jarvis, the marketing consultant for AXE. ‘That was
something completely original. After the party, AXE continued to capitalise on build
on an existing success the event. Some 500,000 special packs went on sale in retail
stores, offering two cans of the deodorant spray with a free AXE house-party CD
that featured songs from the artists who had appeared the party.

Following the promotion, results included a 22% increase in general brand

awareness knowledge that a brand exists among males aged 11 to 24 and a 3.0% to
3.7% increase in antiperspirant and deodorant market share how much of a market
is taken by a particular brand

Grammar workshop p.28

The product was launched with a powerful promotional plan to make / making it appeal to youth culture.

The company used a number of marketing ploys to bring / bringing the product to the attention of the
public.

These included playing / to play an online game.

They succeeded in to do / doing just that

Hundreds of young people were invited to dance / dancing.

We are considering to use / using television advertising to promote the product.

It’s important not to let / not letting advertising costs get out of control.

To build / Building a brand takes time and imagination.

We decided to launch / launching the new product during the summer.

ANSWERS

The product was launched with powerful promotional appeal to make it appeal to youth culture.

The company used a number of marketing ploys to bring the product to the attention of the public.

These included playing an online game.

They succeeded in doing just that

Hundreds of young people were invited to dance.

We are considering using television advertising to promote the product.

It’s important not to let advertising costs get out of control.

To build / Building a brand takes time and imagination.

We decided to launch the new product during the summer.

p.42 Infinitives and ‘ing’

Infinitives ‘go’ ‘to go’

Purpose

Adjectives

It’s great to talk

After too and enough

I’m too busy to do it now.

After verbs

Agree aim appear arrange ask decide demand expect fail help hope intend manage offer plan
promise refuse threaten want
+ing

After prepositions

As subjects of a verb Learning English takes time. Watching TV is my favourite hobby.

After certain verbs

Avoid consider delay deny enjoy finish appreciate admit imagine involve keep mind miss postpone prevent
recommend report risk suggest

1 My company doesn’t spend enough money on (__) staff TRAIN

2 My job involves (__) with money DEAL

3 I would be happy (__) a more responsible job. GET

4 (__) on television is too expensive for my company (__) in ADVERTISE INVEST

5 You shouldn’t consider (__) a new product until you know who your target customers are likely
(--)DEVELOP BE

6 I wouldn’t risk (__) my present job (__) my own business. LEAVE LAUNCH

7 If a member of my family had a good business idea I would help them (__) it by (__) money. DEVELOP
LEND START

8 (__) a business degree is a good idea if you want (__) successful in business.

DO STUDY BE
1 My company doesn’t spend enough money on (TRAINING) staff

2 My job involves (DEALING) with money

3 I would be happy (TO GET) a more responsible job.

4 ADVERTISNG on television is too expensive for my company TO INVEST in

5 You shouldn’t consider (LAUNCHING) a new product until you know who your target customers are likely
(BE)

6 I wouldn’t risk (LEAVING) my present job (TO START) my own business.

7 If a member of my family had a good business idea I would help them (TO DEVELOP) it by (LENDING)
money.

8 (STUDYING) for /// getting a business degree is a good idea if you want (TO BE) successful in business.

Going Viral in India and China p.29

Levi’s

Levi Strauss (Levi’s) is a clothing manufacturer established in 1873 and based in San
Francisco, California. Known particularly for their denim jeans, their traditional
markets have been North America and Europe.

Look at these descriptions (1-8) and the paragraphs (A-D) in the article. Which
paragraph does each description refer to?

1 a market which can’t be ignored D

2 a marketing strategy which attracted negative comments

3 a new location for bringing a new product to market

4 a product which can now be worn in the office

5 a strategy to keep customers loyal

6 advertising that suggested that people should change their behaviour

7 employing people to express their emotions about the product

8 following their competitors’ example

Going viral in India and China

A When Diesel launched its 'Be Stupid' campaign last year, to encourage consumers to take risks and move
beyond the smart and sensible life, the viral video got everyone's attention. Word got around and the video
stacked up to 700,000 views on YouTube, even though it was criticised widely in the media. 'Going viral' is
the new watchword for clothing brands. Most, if not all, have gone digital and Levi's now seems to be doing
the same.

B At the launch of Denizen, its low-cost brand, in India, Levi’s has brought in what they call the 'Denizen 8',
a team consisting of a software developer, a media planner, a property consultant, an app developer, a
writer and a student, all aged 18 and 28. "We're getting eight denim lovers from all over the country to
become our brand ambassadors," says Sanjay Purohit, MD, Levi Strauss India. Eight might not seem e a
very large number in a country of millions, but this team aren't just ordinary brand ambassadors. The brand
has them activated on the social media space. They blog about the brand and how the brand makes them
feel.

C The launch of denizen in China last month was the first time that Levi’s has moved outside the United
States for the global launch of a brand. Levi’s has been known for its strength in premium and super-
premium denim price segments and is now keen on expanding the price ladder lower to prevent consumers
from crossing over to competitors. Through Denizen, the company seeks to attract the 18-28 age group
with affordable pricing. ‘We are targeting consumers who are just out of college or have taken on their first
jobs and want a brand that could fit into their lifestyle and budget needs. It made more sense to launch
Denizen in emerging markets, particularly in Asia first,’ said Tod Gimbel.

D Denizen is the first clothing brand to have been built for the digital medium, as most of its target group
uses social media, Internet and mobile. India, being among the three largest markets for Levi's in Asia, is
also a market where denim is the fastest growing clothing category, producing 35 to 40 million pairs a year.
With work environments becoming more casual, for the younger generation, denim is the apparel of
choice. These consumers are typically young, middle-class, probably the first generation to be university-
educated, and the first to work in a foreign multinational.

ANSWERS Going viral in India and China

A When Diesel launched its 'Be Stupid' campaign last year, to encourage consumers to take risks and move
beyond the smart and sensible life 6 advertising that suggested that people should change
their behaviour, the viral video got everyone's attention. Word got around and the video stacked up to
700,000 views on YouTube, even though it was criticised widely in the media. 2 a marketing strategy
which attracted negative comments 'Going viral' is the new watchword for clothing brands.
Most, if not all, have gone digital and Levi's now seems to be doing the same 8 following their
competitors’ exampleA
B At the launch of Denizen, its low-cost brand, in India, Levi’s has brought in what they call the 'Denizen 8',
a team consisting of a software developer, a media planner, a property consultant, an app developer, a
writer and a student, all aged 18 and 28. "We're getting eight denim lovers from all over the country to
become our brand ambassadors," says Sanjay Purohit, MD, Levi Strauss India. Eight might not seem e a
very large number in a country of millions, but this team aren't just ordinary brand ambassadors. The brand
has them activated on the social media space. They blog about the brand and how the brand makes them
feel 7 employing people to express their emotions about the product .

C The launch of denizen in China last month was the first time that Levi’s has moved outside the United
States for the global launch of a brand 3 a new location for bringing a new product to market
C . Levi’s has been known for its strength in premium and super-premium denim price segments and is now
keen on expanding the price ladder lower to prevent consumers from crossing over to competitors 5 a
strategy to keep customers loyal . Through Denizen, the company seeks to attract the 18-28 age
group with affordable pricing. ‘We are targeting consumers who are just out of college or have taken on
their first jobs and want a brand that could fit into their lifestyle and budget needs. It made more sense to
launch Denizen in emerging markets, particularly in Asia first,’ said Tod Gimbel.

D Denizen is the first clothing brand to have been built for the digital medium, as most of its target group
uses social media, Internet and mobile. India, being among the three largest markets for Levi's in Asia, is
also a market where denim is the fastest growing clothing category, producing 35 to 40 million pairs a year
1 a market which can’t be ignored . With work environments becoming more casual , for the
younger generation, denim is the apparel of choice 4 a product which can now be worn in the
office. These consumers are typically young, middle-class, probably the first generation to be university-
educated, and the first to work in a foreign multinational.

ANSWERS

1 a market which can’t be ignored D

2 a marketing strategy which attracted negative comments A

3 a new location for bringing a new product to market C

4 a product which can now be worn in the office D

5 a strategy to keep customers loyal C

6 advertising that suggested that people should change their behaviour A

7 employing people to express their emotions about the product B

8 following their competitors’ example A

New Benchmark Upper Int Unit 6

Launching a product

Think about two or three new products that have appeared on the market in the last
ten years. Discuss
 How you first heard about them
 If you think they are useful or desirable
 Where you can buy them
 How they are marketed
 How they are packaged

www.drinkmechai.co.uk
Drink Me Chai
An award-winning UK-based company that produces a range of authentic Indian
chai in an instant form

Read the article about Amanda Hamilton quite quickly and answer these questions.
1 When did she realise there was a larger market for her product?
2 In what way(s) was her deal with Tesco remarkable?

The Drink Me Chai success story

For businesses that are starting out, it can take years to achieve a national
distribution deal, and many never do. Amanda Hamilton, however, managed to get
her ready-to-drink tea into 230 Tesco stores before she had even settled on
branding and packaging for the product. 1 G As a result, her chai latte product, and
her company Drink Me Chai, had instant access to retail customers across the UK.
Like many business ideas, Hamilton’s came out of a personal need. She started by
working firstly in advertising and then for the BBC, commuting by train into London.
2 _____ Eventually, with the help of the Prince’s Youth Business Trust and a
Business 2000 loan, she raised funds to open tea bars at railway stations offering a
range of gourmet teas to travellers. Tea was regarded as downmarket, but the tea
bars were really trendy mobile bars, offering lots of tastes and flavours.
It was on a visit to the US that Hamilton discovered that chai latte, a tea made from
a powdered mix of tea and spices, milk and sugar, was the fastest-growing drink in
the US. ‘3 _____ Customers kept saying they preferred my version, so I stopped
importing US chai and sold my chai through the tea bars.’
Hamilton’s customers also started to say that they would like to drink the product at
home, which gave her the idea of sending a sample to a Tesco buyer. ‘I had no
branding and no packaging, but I managed to get through and spoke to the buyer,’
she says.
‘4 _____ It was a massive deal for me, but at that stage I could not afford my own
factory, so I had to source a co-packing facility to mix it and pack it for me.’
The drink was launched by a new company under the same name and produced in
spiced chai and vanilla chai flavours.
5 _____ Tesco has recently launched Spiced Chai Light, which comes in individually
wrapped 20g sachets, and Drink Me Chai is also on sale in Caffè Nero coffee bars,
taking the brand into the catering market and bringing Hamilton’s success story full
circle.
Hamilton’s aim is for Drink Me Chai to be the number-one instant chai latte brand in
the UK and Europe in both the catering and retail markets. She still regards the
Tesco deal as the one that started everything, however. ‘6 _____ It’s highly unusual
for a national supermarket chain to take a product without any packaging or
branding,’ she says. ‘The taste was so good that we managed to get a deal without
those things.’
Adapted from the Daily Telegraph

A He liked it and came back, saying Tesco wanted to put it into 230 of its UK stores.
‘He’ is someone mentioned in the text and ‘it’ may be chai.

B However, getting a good cup of tea for the journey was a real struggle.

C I started importing it, but it cost me an absolute fortune, so I worked on a range of

different recipes for my own chai and did some testing.

D But the major problem was raising finance and setting up a production facility.

E It really transformed the business.

F Since then, Drink Me Chai has been taken up by Waitrose, another supermarket
chain.

G As a result, her chai latte product, and her company Drink Me Chai, had instant
access to retail customers across the UK.
POSSIBLE REFERENCES?
B However, getting a good cup of tea for the journey was a real struggle.
The journey may refer to the journey to London

C I started importing it, but it cost me an absolute fortune, so I worked on a range of

different recipes for my own chai and did some testing.
It may refer to chai

D But the major problem was raising finance and setting up a production facility.
There may be other problems mentioned earlier

E It really transformed the business.

Something positive which happened

F Since then, Drink Me Chai has been taken up by Waitrose, another supermarket
chain.
Refers to an earlier time mentioned in the text

G As a result, her chai latte product, and her company Drink Me Chai, had instant
access to retail customers across the UK.
A result of something mentioned in the text

The Drink Me Chai success story

For businesses that are starting out, it can take years to achieve a national
distribution deal, and many never do. Amanda Hamilton, however, managed to get
her ready-to-drink tea into 230 Tesco stores before she had even settled on
branding and packaging for the product. 1 G As a result, her chai latte product, and
her company Drink Me Chai, had instant access to retail customers across the UK.
Like many business ideas, Hamilton’s came out of a personal need. She started by
working firstly in advertising and then for the BBC, commuting by train into London.
2 D But the major problem was raising finance and setting up a production facility.
Eventually, with the help of the Prince’s Youth Business Trust and a Business 2000
loan, she raised funds to open tea bars at railway stations offering a range of
gourmet teas to travellers. Tea was regarded as downmarket, but the tea bars were
really trendy mobile bars, offering lots of tastes and flavours.
It was on a visit to the US that Hamilton discovered that chai latte, a tea made from
a powdered mix of tea and spices, milk and sugar, was the fastest-growing drink in
the US. ‘3 C I started importing it, but it cost me an absolute fortune, so I worked on
a range of different recipes for my own chai and did some testing. Customers kept
saying they preferred my version, so I stopped importing US chai and sold my chai
through the tea bars.’
Hamilton’s customers also started to say that they would like to drink the product at
home, which gave her the idea of sending a sample to a Tesco buyer. ‘I had no
branding and no packaging, but I managed to get through and spoke to the buyer,’
she says.
‘4 A He liked it and came back, saying Tesco wanted to put it into 230 of its UK
stores. It was a massive deal for me, but at that stage I could not afford my own
factory, so I had to source a co-packing facility to mix it and pack it for me.’
The drink was launched by a new company under the same name and produced in
spiced chai and vanilla chai flavours.
5 F Since then, Drink Me Chai has been taken up by Waitrose, another supermarket
chain. Tesco has recently launched Spiced Chai Light, which comes in individually
wrapped 20g sachets, and Drink Me Chai is also on sale in Caffè Nero coffee bars,
taking the brand into the catering market and bringing Hamilton’s success story full
circle.
Hamilton’s aim is for Drink Me Chai to be the number-one instant chai latte brand in
the UK and Europe in both the catering and retail markets. She still regards the
Tesco deal as the one that started everything, however. ‘6 E It really transformed
the business. It’s highly unusual for a national supermarket chain to take a product
without any packaging or branding,’ she says. ‘The taste was so good that we
managed to get a deal without those things.’

Vocabulary

agreement, contract
money lent by the bank
phase
shop
travel back and forth from home to work every day

For businesses that are starting out, it can take years to achieve a national
distribution deal, and many never do. Amanda Hamilton, however, managed to get
her ready-to-drink tea into 230 Tesco stores before she had even settled on
branding and packaging for the product. 1 G As a result, her chai latte product, and
her company Drink Me Chai, had instant access to retail customers across the UK.
Like many business ideas, Hamilton’s came out of a personal need. She started by
working firstly in advertising and then for the BBC, commuting by train into London.
2 D But the major problem was raising finance and setting up a production facility.
Eventually, with the help of the Prince’s Youth Business Trust and a Business 2000
loan, she raised funds to open tea bars at railway stations offering a range of
gourmet teas to travellers. Tea was regarded as downmarket, but the tea bars were
really trendy mobile bars, offering lots of tastes and flavours.
It was on a visit to the US that Hamilton discovered that chai latte, a tea made from
a powdered mix of tea and spices, milk and sugar, was the fastest-growing drink in
the US. ‘3 C I started importing it, but it cost me an absolute fortune, so I worked on
a range of different recipes for my own chai and did some testing. Customers kept
saying they preferred my version, so I stopped importing US chai and sold my chai
through the tea bars.’
Hamilton’s customers also started to say that they would like to drink the product at
home, which gave her the idea of sending a sample to a Tesco buyer. ‘I had no
branding and no packaging, but I managed to get through and spoke to the buyer,’
she says.
‘4 A He liked it and came back, saying Tesco wanted to put it into 230 of its UK
stores. It was a massive deal for me, but at that stage I could not afford my own
factory, so I had to source a co-packing facility to mix it and pack it for me.’
The drink was launched by a new company under the same name and produced in
spiced chai and vanilla chai flavours.
5 F Since then, Drink Me Chai has been taken up by Waitrose, another supermarket
chain. Tesco has recently launched Spiced Chai Light, which comes in individually
wrapped 20g sachets, and Drink Me Chai is also on sale in Caffè Nero coffee bars,
taking the brand into the catering market and bringing Hamilton’s success story full
circle.
Hamilton’s aim is for Drink Me Chai to be the number-one instant chai latte brand in
the UK and Europe in both the catering and retail markets. She still regards the
Tesco deal as the one that started everything, however. ‘6 E It really transformed
the business. It’s highly unusual for a national supermarket chain to take a product
without any packaging or branding,’ she says. ‘The taste was so good that we
managed to get a deal without those things.’

p.42 Prepositions in phrases describing trends

- To say what has changed, we use a noun + in

a change in, a rise in, a decrease in, etc.
There has been a rise in the amount of money spent on advertising.
The forecast is for an increase in the inflation rate.

- To say how much something has changed, we use

-- a noun + of
There has been an increase of 25%
-- a verb + by
The number of applicants fell by 30
-- a verb or noun + from … to
Our spending rose from $50,000 to $75.000

--to express a level we use a verb + at

In January, the price stood at $13.50
The inflation rate peaked at 10% (reached a high point of ..)

--to say the level something reached, we use a verb + to

The number rose to 21,000
The inflation rate fell to 1%

Ex 1. P. 42
visitors exhibitors
Three years ago 70,000 450
Two years ago 57,000 370
Last year 140,000 515
This year 115,000 390

Complete the sentences.

Three years ago, the number of visitors to the Beijing Tourism fair stood _____
70,000.
Two years ago, the number of visitors fell _____ 13,000 _____ 57,000.
Last year, the numbers increased _____ 57,000 _____ 140,000.
This year, they have decreased _____ 25,000.

ANSWERS
Three years ago, the number of visitors to the Beijing Tourism fair stood at 70,000.
Two years ago, the number of visitors fell by 13,000 to 57,000.
Last year, the numbers increased from 57,000 to 140,000.
This year, they have decreased by 25,000.

Ex 2. P. 43
1. Customer satisfaction increased by 11% _____ 83% last year.
2. In February, sales enquiries peaked _____ 540.
3. Last year, our profits increased _____ 10%.
4. This market is estimated _____ 20,000 companies in France and 80,000 in the
rest of Europe.
 5. We have reduced our complaints _____ 257 _____ 230 thanks to the
improvements.
6. We would like to increase our sales _____ 13%.

ANSWERS
1 Customer satisfaction increased by 11% to 83% last year.
2 In February, sales enquiries peaked at 540.
3 Last year, our profits increased by 10%.
4 This market is estimated at 20,000 companies in France and 80,000 in the
rest of Europe.
5 We have reduced our complaints from 257 to 230 thanks to the
improvements.
6 We would like to increase our sales by 13%.

P. 32 Find the mistake (extra word)

Report on promotional budget
1. The aim of this report is for to summarise our spending on Turboizz in the last two
2. years and to make recommendations for the future budget allocations.
3. Spending on sports magazine advertisements has risen by 150,000 Australian dollars
4. to 450,000 Australian dollars this year due as a result of an increase in advertising rates.
5. Over the same period only, we have raised spending on free samples at sports events by
6. 150,000 Australian dollars to 200,000 Australian dollars because we have attracted too
7. many new customers as a result.
8. We have reduced down our spending on stands at trade fairs from 100,000
9. Australian dollars to 25,000 Australian dollars because trade customers are already being
10. very familiar with the product.
11. Our budget will rise up to 800,000 Australian dollars next year. I recommend
12. cutting the amount we spend on free samples and starting of advertising on television
13. in order to reach a wider public.

Report on promotional budget

1 The aim of this report is for to summarise our spending on Turboizz in the last two
2 years and to make recommendations for the future budget allocations.
3 Spending on sports magazine advertisements has risen by 150,000 Australian dollars
4 to 450,000 Australian dollars this year due as a result of an increase in advertising rates.
5 Over the same period only, we have raised spending on free samples at sports events by
6 150,000 Australian dollars to 200,000 Australian dollars because we have attracted too
7 many new customers as a result.
8 We have reduced down our spending on stands at trade fairs from 100,000
9 Australian dollars to 25,000 Australian dollars because trade customers are already being
10 very familiar with the product.
11 Our budget will rise up to 800,000 Australian dollars next year. I recommend
12 cutting the amount we spend on free samples and starting of advertising on television
13 in order to reach a wider public.

Starting a business Unit 9 p.44

What international franchises can you name?
What advantages do international franchises have when competing with local businesses?
What do think are the benefits and difficulties of extending franchises to other countries?

What benefits of an international franchise are mentioned?

What are the problems or dangers of having an international franchise?

Should you consider an international franchise?

BY RYAN UNDERWOOD

In Southern California, Adler oversees three trendy, modern Dlush ‘beverage joints’, serving
coffee, tea and doughnuts. Things changed a few years ago, after the wealthy Alghanim family
contacted Adler about developing the Dlush concept in Kuwait and other areas in the Persian Gulf.
Adler found the proposal interesting: it would give Dlush an immediate cash infusion of several
hundred thousand dollars, long-term income from a percentage of the gross revenue, and an
immediate international presence. There are now seven Gulf Dlush stores, but it has proved more
complex and more time-consuming than he first imagined.
In a recent survey of franchise businesses, more than 75 percent of companies said they were
planning new international projects. This is partly explained by basic economic trends, says Scott
Lehr, Vice President of Development for the International Franchise Association. As western
businesses cope with tight lending markets and a weak economy, many emerging economies have
strong consumer demand, as well as investors with plenty of capital. Lehr says increased
international travel plus cheaper, easier communication technologies have facilitated international
deals.
When a lucrative overseas deal suddenly emerges, it's important that company owners do not lose
their heads, says William Edwards, CEO of Edwards Global Services. "You have to look at where it
makes sense to go, not just where there's a deal," says Edwards. "Think of this as an investment,
because you'll be spending resources in terms of time, support, and actual costs."
The first thing any company considering a foreign franchise agreement should do is secure the
brand's trademark, says Edwards. Otherwise, a potential suitor could soon turn into a troublesome
copycat. Once an agreement is in place, business owners need to get heavily involved in helping the
international franchisee accurately replicate the company's core concept. That includes helping the
new franchise set up a supply chain as well as laying out guidelines about product quality, the retail
experience, and the prices. "The biggest challenge we see for small franchise businesses is to avoid
losing control of their brand," Edwards says.
Adler worries that the fresh, youthful vibe of Dlush's southern California locations can't really be
duplicated in the Middle East, where the culture is more conservative. " It really has to stay toned
down," says Shady Badawi, Director of Operations for Dlush’s Middle East franchises. "The brand
has been well accepted here. It's young—it's fresh and trendy."
But Adler's main concern is that the Middle Eastern outlets have taken a lot of his time—and shifted
his focus away from building the Dlush brand at home. When Adler meets with potential new
investors, he says, they often find Dlush's international venture intriguing, but they ask, "What else
have been doing in the U.S. with your time and attention?"
Still, for Adler the benefits of the franchise arrangement are clear, especially the solid revenue
stream the Middle East stores have provided. Also, the Kuwait team developed a smaller kiosk
version of the Dlush store that Adler hopes to eventually roll out to U.S. movie theaters, fitness
centers, and college campuses. Adler says the experience has forced him to think about how to
tailor the Dlush concept for areas beyond the West Coast.

1. Why was Adler interested in the Alghanims’ offer?

A. It would subsidise his other operations
B. It would bring benefits straightaway.
C. It would give him the opportunity to travel.
D. It would satisfy one of his long-term ambitions

2. According to Scott Lher, why do western franchises find emerging economies attractive?
A. Their costs are lower in emerging economies.
B. Their target customers tend to live in the main cities.
C. They provide a healthier business environment.
D. They can borrow money more easily for these investments.

3. What advice does William Edwards give company owners about overseas deals?
A. Avoid signing contracts with overseas investors.
B. Invest plenty of money in the new venture.
C. Appoint people you trust to run the venture
D. Choose locations which suit your business.

4. According to Edwards, companies should secure trademarks in order to

A. prevent imitations.
B. protect the quality of their products.
C. support their franchisees
D. ensure franchisees receive samples.

What worries Adler about Dlush’s brand identity in the Middle East?
A. It will be hard to attract the right customers.
B. It will conflict with the different way of life.
C. It will be difficult to build up brand awareness.
D. It will be difficult to keep it the same.

What is Adler’s main concern about opening outlets in the Middle East?
A. He may have to change the Dlush concept in the USA.
B. The outlets in the Middle East are too small.
C. Another company may take over the franchise.
D. He has been neglecting his American business.

Should you consider an international franchise?

In Southern California, Adler oversees three trendy, modern Dlush ‘beverage joints’, serving
coffee, tea and doughnuts. Things changed a few years ago, after the wealthy Alghanim family
contacted Adler about developing the Dlush concept in Kuwait and other areas in the Persian Gulf.
Adler found the proposal interesting: it would give Dlush an immediate cash infusion of several
hundred thousand dollars, long-term income from a percentage of the gross revenue, and an
immediate international presence. There are now seven Gulf Dlush stores, but it has proved more
complex and more time-consuming than he first imagined.
In a recent survey of franchise businesses, more than 75 percent of companies said they were
planning new international projects. This is partly explained by basic economic trends, says Scott
Lehr, Vice President of Development for the International Franchise Association. As western
businesses cope with tight lending markets and a weak economy, many emerging economies have
strong consumer demand, as well as investors with plenty of capital. Lehr says increased
international travel plus cheaper, easier communication technologies have facilitated international
deals.
When a lucrative overseas deal suddenly emerges, it's important that company owners do not lose
their heads, says William Edwards, CEO of Edwards Global Services. "You have to look at where it
makes sense to go, not just where there's a deal," says Edwards. "Think of this as an investment,
because you'll be spending resources in terms of time, support, and actual costs."
The first thing any company considering a foreign franchise agreement should do is secure the
brand's trademark, says Edwards. Otherwise, a potential suitor could soon turn into a troublesome
copycat. Once an agreement is in place, business owners need to get heavily involved in helping the
international franchisee accurately replicate the company's core concept. That includes helping the
new franchise set up a supply chain as well as laying out guidelines about product quality, the
retail experience, and the prices. "The biggest challenge we see for small franchise businesses is to
avoid losing control of their brand," Edwards says.
Adler worries that the fresh, youthful vibe of Dlush's southern California locations can't really be
duplicated in the Middle East, where the culture is more conservative. " It really has to stay toned
down," says Shady Badawi, Director of Operations for Dlush’s Middle East franchises. "The brand
has been well accepted here. It's young - it's fresh and trendy."
But Adler's main concern is that the Middle Eastern outlets have taken a lot of his time—and
shifted his focus away from building the Dlush brand at home. When Adler meets with potential
new investors, he says, they often find Dlush's international venture intriguing, but they ask, "What
else have been doing in the U.S. with your time and attention?"
Still, for Adler the benefits of the franchise arrangement are clear, especially the solid revenue
stream the Middle East stores have provided. Also, the Kuwait team developed a smaller kiosk
version of the Dlush store that Adler hopes to eventually roll out to U.S. movie theaters, fitness
centers, and college campuses. Adler says the experience has forced him to think about how to
tailor the Dlush concept for areas beyond the West Coast.

Vocabulary

 agreement or contract
 real, not theoretical or imagined
 un sondaggio

1. a large amount of money used for starting a new business

2. a name or symbol which is put on a product to show that it is made by a particular
producer and which cannot be legally used by another producer
3. people who put money into something in order to make a profit or get an advantage.
4. shops that are owned by a particular company and that sell the goods which the company
has produced.
5. an idea
6. producing a lot of money
7. the activity of selling goods to the public, usually in small quantities
 8. the system of people and things that are involved in getting a product from the place
where it is made to the person who buys it
9. The total income that a company receives regularly
10. useful or valuable possessions

Should you consider an international franchise?

BY RYAN UNDERWOOD

In Southern California, Adler oversees three trendy, modern Dlush ‘beverage joints’, serving
coffee, tea and doughnuts. Things changed a few years ago, after the wealthy Alghanim family
contacted Adler about developing the Dlush concept an idea in Kuwait and other areas in the Gulf.
Adler found the proposal interesting: it would give Dlush an immediate cash infusion of several
hundred thousand dollars, long-term income from a percentage of the gross revenue the total
income that a company receives regularly, and an immediate international presence. There are now
seven Gulf Dlush stores, but it has proved more complex and more time-consuming than he first
imagined. In a recent survey agreement or contract of franchise businesses, more than 75 percent of
companies said they were planning new international projects. This is partly explained by basic
economic trends, says Scott Lehr, Vice President of Development for the International Franchise
Association. As western businesses cope with tight lending markets and a weak economy, many
emerging economies have strong consumer demand, as well as investors people who put money
into something in order to make a profit or get an advantage. with plenty of capital a large amount
of money used for starting a new business . Lehr says increased international travel plus cheaper,
easier communication technologies have facilitated international deals contracts or agreements.
When a lucrative producing a lot of money overseas deal suddenly emerges, it's important that
company owners do not lose their heads, says William Edwards, CEO of Edwards Global Services.
"You have to look at where it makes sense to go, not just where there's a deal," says Edwards.
"Think of this as an investment, because you'll be spending resources useful or valuable
possessions in terms of time, support, and actual real, not theoretical or imagined costs."
The first thing any company considering a foreign franchise agreement should do is secure the
brand's trademark a name or symbol which is put on a product to show that it is made by a
particular producer and which cannot be legally used by another producer, says Edwards.
Otherwise, a potential suitor could soon turn into a troublesome copycat. Once an agreement is in
place, business owners need to get heavily involved in helping the international franchisee
accurately replicate the company's core concept. That includes helping the new franchise set up a
supply chain the system of people and things that are involved in getting a product from the place
where it is made to the person who buys it as well as laying out guidelines about product quality,
the retail the activity of selling goods to the public, usually in small quantities experience, and the
prices. "The biggest challenge we see for small franchise businesses is to avoid losing control of
their brand," Edwards says.
Adler worries that the fresh, youthful vibe of Dlush's southern California locations can't really be
duplicated in the Middle East, where the culture is more conservative. "It really has to stay toned
down," says Shady Badawi, Director of Operations for Dlush’s Middle East franchises. "The brand
has been well accepted here. It's young—it's fresh and trendy."
But Adler's main concern is that the Middle Eastern outlets shops that are owned by a particular
company and that sell the goods which the company has produced have taken a lot of his time—and
shifted his focus away from building the Dlush brand at home. When Adler meets with potential
new investors, he says, they often find Dlush's international venture intriguing, but they ask, "What
else have been doing in the U.S. with your time and attention?"
Still, for Adler the benefits of the franchise arrangement are clear, especially the solid revenue
stream the Middle East stores have provided. Also, the Kuwait team developed a smaller kiosk
version of the Dlush store that Adler hopes to eventually roll out to U.S. movie theaters, fitness
centers, and college campuses. Adler says the experience has forced him to think about how to
tailor the Dlush concept for areas beyond the West Coast.

FINANCIAL TERMS p.46

What is the correct financial term?

1. profit
2. turnover
3. asset
4. liability
5. tax
6. costs
7. interest rate
8. credit

a. debt
b. money which is earned after paying the costs of producing and selling goods and services
c. money paid to the government, which is based on your income or profits
d. something valuable belonging to an organisation which can be used for the payment of debts
e. a method of paying for goods or services at a later time, usually paying interest as well as the
original money
f. the amount that a bank charges on money that it lends
g. the money you need to spend to keep an organization functioning
h. the total amount of money received from sales of goods and services

ANSWERS

1b 2h 3d 4a 5c 6g 7f 8e

profit - money which is earned after paying the costs of producing and selling goods and services

turnover - the total amount of money received from sales of goods and services

asset - something valuable belonging to an organisation which can be used for the payment of debts

liability - a debt

tax - money paid to the government which is based on your income or profits

costs - the money you need to spend to keep an organization functioning

interest rate - the amount that a bank charges on money that it lends
credit - a method of paying for goods or services at a later time, usually paying interest as well as the
original money

Use the words to complete this leaflet

PLANNING TO START YOUR OWN BUSINESS?

Before you start, there are a few things you should do.

 Research the market before you do anything and make a sales forecast: this way you will know how
much 1 … to expect.
 Make an estimate of your 2 … , for example, what the rent will be on your premises, how much
interest you will have to pay on your loan, your salary bill, etc.
 By subtracting your costs from your turnover, you should be able to make a 3 … forecast. The
people who lend you money or invest in your business will want to know this.
 If you are going to ask for 4 … , from a bank, check the 5 … - can you afford to pay back so much?
Also, your bank will want some security on the money they lend you. So do you have a house or
other 6 … which you can use as a guarantee?

Of course, the government will require you to pay 7. … on your profits.

Your main 8 ... will probably be your loan from the bank.

ANSWERS

Research the market before you do anything and make a sales forecast: this way you will know how much 1
TURNOVER to expect.

Make an estimate of your 2 COSTS , for example, what the rent will be on your premises, how much
interest you will have to pay on your loan, your salary bill, etc.

By subtracting your costs from your turnover, you should be able to make a 3 PROFIT forecast. The people
who lend you money or invest in your business will want to know this.

If you are going to ask for 4 CREDIT from a bank, check the 5 INTEREST RATE - can you afford to pay back so
much? Also, your bank will want some security on the money they lend you. So do you have a house or
other 6 ASSET(S) which you can use as a guarantee?

Of course, the government will require you to pay 7. TAX on your profits.

Your main 8 LIABILITY will probably be your loan from the bank.
Gunther’s letter

Dear Sirs

I am a 28-year old marketing specialist with a large multinational retail

company since I was graduated in 2010. I am interested in taking out a franchise

with your organisation in Austria.

I would be the most grateful if you could send me details of your franchises. I’d

like to know:

- hat costs are involved in terms of start-up fees and what is percentage of

turnover I will have to pay for you each year.

- how much more profit I can expect to make at the end of the first year

- if you offer credit facilities to cover the initial costs?

- if you will be able to help me with finding my suitable premises?

- how you can assist to me with marketing and credit facilities

Many thanks in advance and I look forward to hearing from you.

I look forward to hearing from you.

Yours faithfully,

Gunther Ehlers

ANSWERS

Dear Sirs

I am a 28-year old marketing specialist with a large multinational retail

company since I was graduated in 2010. I am interested in taking out a franchise

with your organisation in Austria.

I would be the most grateful if you could send me details of your franchises. I’d

like to know:

- hat costs are involved in terms of start-up fees and what is percentage of

turnover I will have to pay for you each year.

- how much more profit I can expect to make at the end of the first year

- if you offer credit facilities to cover the initial costs?

- if you will be able to help me with finding my suitable premises?

- how you can assist to me with marketing and credit facilities

Many thanks in advance and I look forward to hearing from you.

I look forward to hearing from you.

Yours faithfully,

Gunther Ehlers

Error correction – identify the extra word

HOW TO MARKET YOURSELF: MAKE YOURSELF INTO A COMPANY!

We manage our own careers now. So knowing how is to brand and position
yourself in the market as ‘Me plc’ at each different stages of your working
life is becoming to an increasingly vital skill. At least that is what image
expert and Mary Smith believes, ‘Employment as we know it is decreasing.
Jobs don’t exist, work exists. In the next over decade most of us will be
suppliers, not staff. We will have clients, not bosses. If you have are under
30, you probably know which that there is only one firm to join for life: Me
plc. It promotes you and with your potential to others.’

ANSWERS
HOW TO MARKET YOURSELF: MAKE YOURSELF INTO A COMPANY!
We manage our own careers now. So knowing how is to brand and position
yourself in the market as ‘Me plc’ at each different stages of your working
life is becoming to an increasingly vital skill. At least that is what image
expert and Mary Smith believes, ‘Employment as we know it is decreasing.
Jobs don’t exist, work exists. In the next over decade most of us will be
suppliers, not staff. We will have clients, not bosses. If you have are under
30, you probably know which that there is only one firm to join for life: Me
plc. It promotes you and with your potential to others.’

Expanding into Europe U 11 p.52

Dear Alicia
Following the recent discussions with divisional heads, the board gas taken the decision to open an R&D
facility in Europe. We are interested in two locations where ground-breaking biotech work is taking place,
one in Switzerland and the other in Germany. For obvious reasons, we would like the facility to be close to
a major international airport. Please investigate and write a brief proposal for the board recommending
which location we should choose and suggesting our next course of action.

I look forward to hearing from you by the ned of the week,

Charles Langley

CEI

BioBok Cape Town

Reading
Alicia has narrowed down the choice of locations for BioBok’s European office to
two options. Read the information on page 53 from Heidelberg Technology Park’s
website which is Alicia’s first option, and choose the best word to fill each gap.

Heidelberg Technology Park

The Heidelberg Technology Park is a science park that (1) _____ up part of the
Ruprecht-Karls University campus. Covering an extensive (2) _____ (nearly 500,000
m2 of office and laboratory (3) _____ ) with more than 80 resident companies and
nearly 1,600 employees, it is among the world’s leading biotechnology sites.
Since its (4) _____ , the Heidelberg Technology Park, with its mix of bio, medical,,
information, communication and environmental technologies, has (5) _____ into an
important entity, (6) _____ fresh impetus to scientific research and business.
The Heidelberg Technology Park promotes the rapid expansion of this cutting-edge
technology site through comprehensive (7) _____ services and by working (8) _____
with companies and research institutes.
Resident companies and associated members have the (9) _____ to take e part in
science, research and business training courses, seminars and conferences and in this
(10) _____ have direct contact with new collaborators, customers and interested
parties. Moreover, the Park is always there to help you with expert advice. You can
use the Conference Centre for your training courses and presentations. Professional
Communications equipment is (11) _____ for use.
Heidelberg is without doubt one of the most beautiful cities in Germany and famous
for its cultural and artistic treasures and its long tradition as a centre of science and
learning. The city (12) _____ 3.5 million visitors every year, 65 per cent of whom are
business travelers, though they doubtless they too are (13) _____ of the chance to let
the old city and the famous castle work their magic. Heidelberg is also a very
compact city, making it ideal for young and old (14) _____ and it is within easy reach
(15) ____ of Frankfurt Airport.
1. A forms B consists C makes D sets
2. A place B area C space D room
3. A place B area C space D room
4. A creation B origin C building D start
5. A grown B risen C enlarged D widened
6. A pushing B making C forcing D giving
7. A help B backing C aid D support
8. A nearly B strongly C closely D narrowly
9. A possibility B opportunity C option D occasion
10.A way B method C means D mode
11.A optional B possible C accessible D available
12.A brings B attracts C pulls D gains
13.A pleased B delighted C glad D happy
14.A same B alike C similar D both
15.A arrival B journey C reach D trip

Heidelberg Technology Park

The Heidelberg Technology Park is a science park that (1) makes up // consists of
part of the Ruprecht-Karls University campus. Covering an extensive (2) area (nearly
500,000 m2 of office and laboratory (3) space) with more than 80 resident companies
and nearly 1,600 employees, it is among the world’s leading biotechnology sites.
Since its (4) creation, the Heidelberg Technology Park, with its mix of bio, medical,
information, communication and environmental technologies, has (5) grown into an
important entity, (6) giving fresh impetus to scientific research and business.
The Heidelberg Technology Park promotes the rapid expansion of this cutting-edge
technology site through comprehensive (7) support services and by working (8)
closely with companies and research institutes.
Resident companies and associated members have the (9) opportunity to take e part
in science, research and business training courses, seminars and conferences and in
this (10) way have direct contact with new collaborators, customers and interested
parties. Moreover, the Park is always there to help you with expert advice. You can
use the Conference Centre for your training courses and presentations. Professional
Communications equipment is (11) available for use.
Heidelberg is without doubt one of the most beautiful cities in Germany and famous
for its cultural and artistic treasures and its long tradition as a centre of science and
learning. The city (12) attracts 3.5 million visitors every year, 65 per cent of whom
are business travelers, though they doubtless they too are (13) glad of the chance to
let the old city and the famous castle work their magic. Heidelberg is also a very
compact city, making it ideal for young and old (14) alike and it is within easy reach
(15) reach of Frankfurt Airport.

Biopole, Lausanne
Biopole will make your arrival on its site as easy as possible. Do you have tax
questions? Do you need work permits? Do you need to recruit staff, deal with the
media, find architects, elaborate a business plan? Step across the threshold, and we
will help you with pleasure.
Biopole is the owner of the land on which the site is located and issues leases to
interested investors. Investors award construction contracts themselves.
The Biopole site is superbly served by metro, rail motorway and air, making
communication here in Europe as easy as possible, and the Lausanne campus is in the
heart of a region which has seen its activities in the field of life sciences expand
hugely in recent years. The Geneva Lake region in general is home to industry
leaders in their sector and research groups at the cutting edge of their discipline.
The region has a high-quality public school system, plus a wide range of international
level private schools, and therefore offers a serious and viable alternative for the
families of company staff located there. Various studies demonstrate that the
educational system is ranked highest in Europe and in second position on a world
scale. The same goes for the level of science teaching in schools.
Switzerland enjoys a world reputation for the quality of its services, its security,
professionalism and reliability. It is often ranked among the world leaders with
respect to development, maintenance, efficiency and distribution of its
infrastructures.

Biopole or Heidelberg?

1. efficient local transport system B

2. what the country as a whole is known for B
3. statistics for uptake of its facilities H
4. ways in which the local organization can assist B
5. the opportunity to improve your staff’s skills H
6. the different disciplines within the park H
7. help in finding new employees B
8. figures for people coming to the area H
9. where employees’ children can study B

Vocabulary
Place
Space
Room
Possibility
Opportunity
Option
Place: an area, building, room etc. that is used for a particular purpose
Space: an empty area that is available to be used
Room: space for things to fit into
Possibility: one of a number of choices or decisions you can make
 Opportunity: an occasion or situation that makes it possible to do something
you want to do or have to do
Option: one of a number of choices or decisions you can make

1. Do we have room / place for another desk in this office?

2. We need to keep some parking room / place / space for visitors in the
company car park.
3. We’re thinking of moving our offices to a new room / place / space .
4. This new job is a great possibility / opportunity / option to get experience.
5. I think Hangzhou is the best possibility / opportunity / option for our new
office.
6. The possibility / opportunity / option of getting the contract is very good.
(There is a very good chance of getting it.)

1. Do we have room for another desk in this office?

2. We need to keep some parking space for visitors in the company car park.
3. We’re thinking of moving our offices to a new place.
4. This new job is a great opportunity to get experience.
5. I think Hangzhou is the best option for our new office.
6. The possibility of getting the contract is very good. (There is a very good
chance of getting it)

Proposal for location of new facilities in Europe

INTRODUCTION
The purpose of this proposal is (1) __ to __ compare Lausanne and Heidelberg 2 ___
possible locations for BioBok’s new R&D facility in Central Europe and to
recommend 3 _____ option we should choose.

WORKFORCE
Although Heidelberg has a large dynamic pool of labour already involved in life
sciences, we shall be bringing a number of our 4 ____ employees form other
operations 5 ____ the world. Lausanne will attract them with excellent educational
facilities for 6 ____ children. Moreover, Biopole offers to help with the recruitment
of local staff.

PREMISES AND LOCATION

Both locations are near major international airports and offer purpose –built facilities
tailored to our requirements. Also, they are 7 _____ surrounded by high tech
industries offering many opportunities for business and cross fertilization of ideas.
However, Lausanne has more space available for expansion.
LIFESTYLE
Heidelberg is a dynamic, exciting university city with many cultural events. On the
other hand, Lausanne also enjoys a high quality of life and is situated near 8 ____ of
Europe’s 9 ____ spectacular scenery. 10 ____ will help us to attract staff to live and
work 11 ____ .

RECOMMENDATIONS
On balance, I recommend that we choose Lausanne 12 ____ the reasons given above,
although Heidelberg is a strong second choice. Our next step should be to contact
Biopole in order to find a suitable building. I suggest that, a later stage, we ask them
to help us find the staff we require.
Unit 21

CLOZE TEST
Successful Time Management

The secret of avoiding work pressure is thinking ahead. Every day _____ need to
review your progress towards objectives and decide how _____ can best use the time
available to make further progress. _____ may find this is best done at the start of
your working day but some people prefer to have a planning session just before they
finish. Whichever _____ select – and _____ may need to experiment to find out what
suits _____ best – find some way of fitting the activity into your schedule. Never say,
‘I don’t have time to plan today’.
Managers _____all levels occasionally find they have taken _____more than they can
cope with. This is not a crime, but you must examine the reasons _____ such
situation and then plan a course of action. Until the problem is resolved, most of your
time and energy will go _____ worrying about the situation and you will feel
unmotivated. Think too about how to prevent it _____ happening again. This may
require you to be firm and avoid agreeing to more _____ is realistic.

ANSWERS
The secret of avoiding work pressure is thinking ahead. Every day you need to review
your progress towards objectives and decide how you can best use the time available
to make further progress. You may find this is best done at the start of your working
day but some people prefer to have a planning session just before they finish.
Whichever you select – and you may need to experiment to find out what suits you
best – find some way of fitting the activity into your schedule. Never say, ‘I don’t
have time to plan today’.
Managers at all levels occasionally find they have taken on more than they can cope
with. This is not a crime, but you must examine the reasons for such situation and
then plan a course of action. Until the problem is resolved, most of your time and
energy will go into worrying about the situation and you will feel unmotivated. Think
too about how to prevent it from happening again. This may require you to be firm
and avoid agreeing to more than is realistic.
New benchmark upper int U16 p.75
In a non-retail business, which of the following do you think are more important for sales staff? Why?
Visiting existing customers or potential customer?
The right personality, expert knowledge or good sales techniques?

Sales techniques:

Foot in the Door

This very old sales approach is based on getting the customer to agree to something small, and then
asking for something bigger. The classic example would be selling a small product at a very low
price, and then later selling the same customer something more costly.
Door in the Face
The opposite of the foot-in-the-door technique, door-in-the-face starts out with a large request that
you know the customer will decline followed immediately by a smaller request (the second request
being what you really wanted).
And That's Not All
This technique is listing a series of gifts or concessions. There are several possible variations to this
tactic. You can tell someone all the things you plan to do (“Not only will we get the product to you
by Tuesday, we'll ship it at no charge and we'll even install it for you for free.”)
Don't rush the sale
Never let your customer feel they are being rushed into a sale. This is important especially if you're
still building the relationship. Make the customer feel that they are in control of the relationship.

DF Software sales report

Introduction
The purpose of (1) _____ this report is to summarise DF Software’s sales over the (2) _____ three years and
(3) ______ recommendations for our future sales strategy.
Sales
(4) _____ the charts show, national sales have increased from € 14 million to € 16 million.
(5) _____ , the international sales have decreased from 27 million to 13 million over the same (6) _____ .
Our total sales have fallen (7) _____ 12 million.
Sales travel and visits
Last year, it was decided that the international travel budget should be reduced. Sales staff were
encouraged to maintain contact (8)_____ overseas customers by means of video conferencing, as (9)_____
was thought to be equally effective. Meanwhile, national travel was given a higher share of the budget, on
the basis that this was expected to be a (10) ______ lucrative market. Our poor sales performance can be
put down to the fact that we paid less attention (11)_____ existing customers.
Recommendations
Since it is clear customers prefer to meet sales staff face to face, I strongly recommend increasing our
international travel budget by reducing the budget for the annual sales conference. At the (12) _____ time,
I suggest that more time is (13) _____ visiting existing customers so that we do not lose (14) _____ .
U19 A staff survey p. 89
You work for the HR department of a precision engineering company. Recently you carried out a survey of
staff opinions.
RESULTS OF STAFF SURVEY
Would be interested Not interested No opinion
Flexible working hours 76% 13% 11%

Career breaks 29% 37% 34%

Optional part-time working 17% 48% 35%
Additional staff request: Nursery facilities for small children

Which change would give staff the option of choosing:

 to work a shorter week?
 to take time away from work, e.g. to travel or study?
 when to stop and start work?
 when to commute to work?
Which change(s) would probably lead to
 higher productivity?
 a better life-work balance?
 lower absenteeism?
 lower staff turnover?
REPORT OF STAFF SURVEY
Introduction
The aim of this report is to summarise points which have _____ from our recent staff survey about changes
in working _____.
Reasons for changes
Staff _____ represents a major cost in our company. It involves _____ recruitment processes and staff
training. We hope that by _____ these changes, we will increase staff retention, motivation and efficiency.
Opinions of staff
A large _____ of our staff (three-quarters) asked for flexible working hours. Several people complained
about their journey to work. They stated that they _____ commuting at ______ times stressful and time-
consuming.
A _____ number of our employees (19%) told me that career breaks would be attractive for them. One
_____ of staff told me that he had always wanted to travel round the world, and that he would like to
return to his job _____ .
A smaller number percentage have _____ optional part-time working. These are generally people with
young children. Several employees asked me if we could _____ pre-school children with on-site nursery
care.
Recommendations
I believe we should go ____ with these changes because staff generally agree with them and because
employees can choose whether to_____ advantage of the changes or not.

1. A arisen B raised C rose D risen

2. A ways B routines C practices D approaches
3. A renewal B turnover C changeover D switchover
4. A pricey B valuable C extravagant D costly
5. A introducing B causing C doing D adding
6. A variety B quantity C proportion D range
7. A suffered B experienced C found D discovered
8. A top B high C key D peak
9. A big B significant C important D minority
10. A worker B member C colleague D partner
11. A next B after C following D afterwards
12. A required B requested C asked D claimed
13. A offer B give C provide D cater
14. A on B up C ahead D into
15. A take B make C do D get

REPORT OF STAFF SURVEY

Introduction
The aim of this report is to summarise points which have ARISEN from our recent staff survey about
changes in working PRACTICES collocation

arise arose arise The question / issue / problem arose V Intr

n
rise rose risen Unemployment rose (went up) V Intr
raise raised raise Members of staff raised the question V Tr
d
Reasons for changes
Staff TURNOVER collocation represents a major cost in our company. It involves COSTLY formal
recruitment processes and staff training. We hope that by INTRODUCING these changes, we will increase
staff retention, motivation and efficiency.
Opinions of staff
A large PROPORTION of our staff (three-quarters) asked for flexible working hours. Several people
complained about their journey to work. They stated that they FOUND commuting at PEAK collocation
times stressful and time-consuming.
A SIGNIFICANT grammar number of our employees (19%) told me that career breaks would be attractive
for them. One MEMBER collocation of staff told me that he had always wanted to travel round the world,
and that he would like to return to his job AFTERWARDS grammar .
A smaller number percentage have REQUESTED optional part-time working. These are generally people
with young children. Several employees asked me if we could PROVIDE grammar pre-school children with
on-site nursery care.
Recommendations
I believe we should go AHEAD with these changes because staff generally agree with them and because
employees can choose whether to TAKE advantage of the changes or not.
Go on – continue with something which has started
Go up - rise
Go into a room, a situation

Vocabulary – matching exercises p. 90

a large proportion less than the number already mentioned
a significant number most people
a smaller percentage not a majority, but a number that is worth taking into consideration

a tiny minority of staff approximately 50% of staff

growing numbers of staff slightly more than 50% of staff
a substantial majority of staff not many staff
a limited number of staff nearly all staff
around half the staff much more than 50% of staff
just over half the staff an increasing number of staff
the vast majority of staff a very small number of staff
ANSWERS
a tiny minority of staff a very small number of staff
growing numbers of staff an increasing number of staff
a substantial majority of staff much more than 50% of staff
a limited number of staff not many staff
around half the staff approximately 50% of staff
just over half the staff slightly more than 50% of staff
the vast majority of staff nearly all staff

Grammar workshop
Reporting verbs and reported speech

1. A significant number of staff asked _____ better food in the staff canteen.
2. Several staff complained ___ the lighting in their offices.
3. A substantial majority of staff agreed ___ our suggestions.
4. A few staff told ____ that they needed childcare facilities while at work.
5. One member of staff explained _____ me that he needed time off for a distance-learning course.

ANSWERS
1. A significant number of staff asked FOR better food in the staff canteen.
2. Several staff complained ABOUT the lighting in their offices.
3. A substantial majority of staff agreed WITH our suggestions.
4. A few staff told ME / US / INTERVIEWERS that they needed childcare facilities while at work.
A few staff SAID that they needed childcare facilities while at work.
5. One member of staff explained TO me that he needed time off for a distance-learning course.
One member of staff explained that he needed time off for a distance-learning course.
Some common reporting verbs p.90

The boss agreed to raise my salary.

invite the manager / him to do

promise (the manager, him)
agree (with someone, with an idea, about something)

The company has stated that they are to move their offices.
I recommend the changes are implemented.
They strongly suggest that the guidelines are followed.

announce (to shareholders, to that something happens

explain them)
say
state
recommend
suggest
complain that something happens
about something

The report recommends making big changes.

discuss innovation
recommend making innovation
suggest
explain

Ex 2. P. 90
1..A lot of customers also complaint about their products arriving in poor condition.
2..I also would like to ask you more information about the training course.
3..I am very sorry to tell that we have had to reduce out research team by five people.
5..I am writing to you to tell about our employee’s training in the area of health and safety.
6..Most of the team agreed to my reasons for wanting to change our working methods.

ANSWERS
1..A lot of customers also complaint complained about their products arriving in poor condition.
2..I also would like to ask you for more information about the training course.
3..I am very sorry to tell you // to say that we have had to reduce out research team by five people.
5..I am writing to you to tell you about our employee’s training in the area of health and safety.
6..Most of the team agreed to with my reasons for wanting to change our working methods.
FIND THE MISTAKE – EACH LINE CONTAINS AN EXTRA WORD

Morning, noon and night

The long-hours culture at work

Professor Gary Cooper, occupational psychologist at the University of

Manchester, is by the author of the annual Quality of Working Life
survey. The most recent survey found recommends that 77% of
managers in Britain work more of than their contracted hours, and
that this is having making a damaging effect on their health,
relationships and a productivity. Professor Cooper is critical of the
long-hours culture. He says tells that while bosses believe long hours
lead to greater efficiency, there is no evidence to support it this. ‘In
fact, the evidence shows that long hours work make you ill.’ There
are, he says tells, steps that can be taken to solve the problem.

ANSWERS

Professor Gary Cooper, occupational psychologist at the University of

Manchester, is □ the author of the annual Quality of Working Life
survey. The most recent survey found □ that 77% of
managers in Britain work more □ than their contracted hours, and
that this is having □ a damaging effect on their health,
relationships and □ productivity. Professor Cooper is critical of the
long-hours culture. He says □ that while bosses believe long hours
lead to greater efficiency, there is no evidence to support □ this. ‘In
fact, the evidence shows that long hours □ make you ill.’ There
are, he says □, steps that can be taken to solve the problem.
CLOZE
How to Participate in an Online Meeting
With so many companies now choosing to conduct crucial (1)_____ online, being an active and valuable
online meeting participant has become an important (2) _____ skill. Online meetings create a great
(3)_____ for the exchange of ideas between dispersed (4) _____ who might not get to interact in person on
a regular basis, establishing them as valuable (5) _____ members and creating camaraderie amongst
employees. But although the Internet is often seen as a fairly informal (6) _____ when used in the
workplace, it still requires the same courtesies as when dealing with colleagues face-to-face.

EMPLOYEES MEETINGS TEAM

EMPLOYERS OPPORTUNITY WORKPLACE
MEDIUM POSSIBILITY
MEETING PROFESSION
ANSWERS
How to Participate in an Online Meeting
With so many companies now choosing to conduct crucial meetings online, being an active and valuable
online meeting participant has become an important workplace skill. Online meetings create a great
opportunity for the exchange of ideas between dispersed employees who might not get to interact in
person on a regular basis, establishing them as valuable team members and creating camaraderie amongst
employees. But although the Internet is often seen as a fairly informal medium when used in the
workplace, it still requires the same courtesies as when dealing with colleagues face-to-face.

U 17 Some ways of using social media p.81

Vocabulary
Make or do?
The most common mistake that companies ____ is to treat social media as if it was somewhere to
advertise.
One of the recommendations I ____ to companies is that they need to train their staff to listen to
customers and potential customers.
Students often say they have little time to _____ work at home.
We have to ___ these cuts due to our financial situation.

Collocations
This is an opportunity which is too good to ___
Using social media is a change they can _____ which won’t hurt their budgets.

VERBS NOUNS

arrange
attend
carry out
conduct
do
hold
implement
make
meet
miss
schedule

a deadline
a survey / research
changes
a meeting
arrange, attend, hold, miss, schedule a meeting
carry out, conduct, research / a survey
implement, make, schedule changes
meet, miss, set a deadline

Complete these email from a manager to her assistant.

Sasha
Last month, we decided we needed to (1) _____ some changes to the way we communicate with
customers, and I commissioned a consultant to (2) _____ some research into how we could use social
media.
We have now received the result so of this research and we need to (3) _____ a meeting with heads of
departments to decide how we are going to (4) _____ the changes she suggests and (5) _____ deadlines
for completing them.
Can you please (6) _____ the meeting for later this week and make sure that as many managers as
possible can (7) _____ it?
Thanks,
Petra

ANSWERS

Sasha
Last month, we decided we needed to make some changes to the way we communicate with customers,
and I commissioned a consultant to carry out some research into how we could use social media.
We have now received the result so of this research and we need to hold a meeting with heads of
departments to decide how we are going to implement the changes she suggests and set deadlines for
completing them.
Can you please schedule the meeting for later this week and make sure that as many managers as possible
can attend it?
Thanks,
Petra

Some ways of using social media p. 81

Synonyms
1. The importance of admitting errors.
2. Using social media to ensure staff work towards the same ends.
3. Using effectiveness of word of mouth on the Web
4. The need to combine your knowledge of your clients with your company’s goals.
5. The need to use a range of training techniques.
6. A description of persuasive people outside the company.
7. The need to pay attention to current conversations in the social media
8. Employing social media across all departments of the company.

Four extracts p.82

A Business people are still not sure how to handle social media. The technology you use has to tie in with
the business objectives of the company you work for. Your social strategy should include an element of
listening to what is already being said in the space. You have to really listen and focus on how to get the
company engaged with the right customers. Your strategy can then be to marry your business objectives
with your insights into your customers. Your competitive advantage lies in really understanding what you
know about them that no one else really does.

B One of the areas where Thomas Reuters, with 50,000 employees worldwide, really differentiate
themselves is how they use social media within their global organization to align all their employees to their
overall business objectives. This requires extensive employee training and education and use of social tools
across all business functions, from PR to marketing to customer service.

C Getting the people who work for you to understand some basic principles of social media such
‘acknowledge your mistakes’ or ‘listen to your customers’ is in itself a big win. Going beyond that, you can
help them by providing everything from hands-on classroom work to virtual instruction, from written
guides to recorded video and webinar style sessions. These efforts will make a huge difference to how the
company and its employees view social media.

D One of the ways for a business to succeed is by making use of external influencers in the marketplace.
These people have three characteristics: they like to try new things, because they are new, they are
intrinsically motivated, and they share stories with friends. They do this because they are excited or
interested, not because they want to sell their friends or something. Research published by Proctor and
Gamble stated that an influencer’s story spreads up to one million times within their social network on
Internet within one year.

1. The importance of admitting errors. C ‘acknowledge your mistakes’

2. Using social media to ensure staff work towards the same ends. B to align all their employees to
their overall business objectives
3. Using effectiveness of word of mouth on the Web D Research published by Proctor and Gamble
stated that an influencer’s story spreads up to one million times within their social network on
Internet within one year.
4. The need to combine your knowledge of your clients with your company’s goals. A Your strategy
can then be to marry your business objectives with your insights into your customers.
5. The need to use a range of training techniques. C everything from hands-on classroom work to
virtual instruction, from written guides to recorded video and webinar style sessions.
6. A description of persuasive people outside the company. D external influencers in the marketplace
7. The need to pay attention to current conversations in the social media A listening to what is
already being said in the space. You have to really listen
8. Employing social media across all departments of the company. B use of social tools across all
business functions, from PR to marketing to customer service.

Find the mistake: one extra word in each line

The Birmingham Alliance will provide Birmingham with one of

Europe’s largest regional shopping of centres, right in the heart of
the city. The Alliance, by an initiative between three of the largest
developers in the country, all with extensive in experience of urban
regeneration schemes, will to facilitate an £800m investment in
Birmingham. This will regenerate 40 acres of the city and centre
within the next decade. Planning permission is going in place for the
new scheme, which will be a short for distance from existing retail
centres. The development will be well in serviced by all forms of
public transport, as well as providing with parking space for 3,200
cars.

ANSWERS
The Birmingham Alliance will provide Birmingham with one of
Europe’s largest regional shopping of centres, right in the heart of
the city. The Alliance, by an initiative between three of the largest
developers in the country, all with extensive in experience of urban
regeneration schemes, will to facilitate an £800m investment in
Birmingham. This will regenerate 40 acres of the city and centre
within the next decade. Planning permission is going in place for the
new scheme, which will be a short for distance from existing retail
centres. The development will be well in serviced by all forms of
public transport, as well as providing with parking space for 3,200
cars.

U 18 Business and the Environment for 16 settembre 2014

Vocabulary exercise – not in book

- able
- en
- ful
- ive
- ment
- ness
- th

Noun Verb Adjective

achievement achieve achievable
breadth broaden broad

effect effect effective

effectiveness
thickness thicken thick

waste waste wasteful

wastefulness
weight weigh XXX

Making the office greener

U 18 Business and the Environment for 16 settembre 2014

Due to climate change, few business people can fail to realize the importance of the environmental issues
that now affect all parts of our day-to-day lives. All businesses, no matter what size, can help to save
resources. 1 G In addition, by reducing waste, a business can save money and establish itself as a socially
responsible employer. In practice, it only takes a few steps to achieve considerable environmental savings,
and these need not impact upon the effectiveness of the business.
If you take a look around your workplace, you are bound to have any number of computers and other
equipment in use. Of course, computer equipment consumes electricity. Most people will start up their
computer in the morning and only switch it off at night, leaving it on all day, often wasting power. 2 _____
Yes, it may take a while for the PC to boot up in the morning, but think of the energy saved.
Modern operating systems have a feature so that if a PC is left idle for a pre-determined time, it will
automatically enter standby mode, switching off the monitor and hard disk, effectively sending the PC to
sleep. 3 _____ The benefit of using standby mode is that the PC will restart a lot quicker than from ‘cold’,
but remember it will still be consuming some power.
Twenty years ago, computer vendors were foretelling the death of the printer as we entered the age of the
paperless office. 4. _____ Accepting that printers will be with us for the foreseeable future, there are some
steps we can take to reduce the cost of printing.
Recycling printer cartridges is an obvious measure, as is using recycled paper or maybe paper of less
thickness or weight. Double-sided printing is also a great way of saving money, as is encouraging printing
only when absolutely necessary. 5 _____ if it is blank on one side and not confidential in nature, then use
the blank side as note paper, so at least you are maximizing the use of the paper.
Most computers are under-utilized. 6 _____ Unfortunately, the energy a computer consumes is pretty
much the same if it is busy or quiet, due to the fact that it still needs cooling and the monitor still needs
powering. To deal with this issue, many companies are changing their working methods and asking staff to
share computers so that fewer computers are used. This saves money and energy.

Six sentences have been removed from the article. Read these sentences and underline the words and
phrases which refer to something in the article.
A. Their hard disks are often empty, and their central processor is only active for a small fraction of
the working day.
B. Once you have finished with the documents, recycle the paper appropriately.
C. A few minutes taken to set this up on each PC start to save money from day one.
D. Get staff involved in these measures, perhaps by holding a short brainstorming session one
morning.
E. Clearly this is not the case, as we simple humans are often better at interpreting data from a piece
of paper than we are on screen.
F. An obvious solution would be to power it down when you go out for lunch and certainly when you
leave the office at night.
 G. In addition, by reducing waste, a business can save money and establish itself as a socially
responsible employer.

Due to climate change, few business people can fail to realize the importance of the environmental issues
that now affect all parts of our day-to-day lives. All businesses, no matter what size, can help to save
resources. 1 G In addition, by reducing waste, a business can save money and establish itself as a socially
responsible employer. In practice, it only takes a few steps to achieve considerable environmental savings,
and these need not impact upon the effectiveness of the business.
If you take a look around your workplace, you are bound to have any number of computers and other
equipment in use. Of course, computer equipment consumes electricity. Most people will start up their
computer in the morning and only switch it off at night, leaving it on all day, often wasting power. 2 F An
obvious solution would be to power it down when you go out for lunch and certainly when you leave the
office at night. Yes, it may take a while for the PC to boot up in the morning, but think of the energy saved.
Modern operating systems have a feature so that if a PC is left idle for a pre-determined time, it will
automatically enter standby mode, switching off the monitor and hard disk, effectively sending the PC to
sleep. 3 C A few minutes taken to set this up on each PC start to save money from day one. The benefit of
using standby mode is that the PC will restart a lot quicker than from ‘cold’, but remember it will still be
consuming some power. 4. E Twenty years ago, computer vendors were foretelling the death of the
printer as we entered the age of the paperless office. Clearly this is not the case, as we simple humans are
often better at interpreting data from a piece of paper than we are on screen.
Accepting that printers will be with us for the foreseeable future, there are some steps we can take to
reduce the cost of printing. Recycling printer cartridges is an obvious measure, as is using recycled paper
or maybe paper of less thickness or weight. Double-sided printing is also a great way of saving money, as is
encouraging printing only when absolutely necessary. 5 B Once you have finished with the documents,
recycle the paper appropriately. If it is blank on one side and not confidential in nature, then use the blank
side as note paper, so at least you are maximizing the use of the paper.
Most computers are under-utilized. 6 A Their hard disks are often empty, and their central processor is
only active for a small fraction of the working day. Unfortunately, the energy a computer consumes is
pretty much the same if it is busy or quiet, due to the fact that it still needs cooling and the monitor still
needs powering. To deal with this issue, many companies are changing their working methods and asking
staff to share computers so that fewer computers are used. This saves money and energy.

Vocabulary p.85
issues almost
no matter what can be known about or guessed before it happens
impact upon capability
it is sure that have an influence on something
feature in a suitable or right way for a particular situation or occasion
idle it is sure that you will
foretelling it isn’t important what
foreseeable making something as big in amount, size or importance as possible
confidential not operating or being used
maximizing private and intended to be kept secret
appropriately stating what is going to happen in the future
pretty much subjects or problems that people think or talk about, or need to deal with
(INFORMAL)

Due to climate change, few business people can fail to realize the importance of the environmental issues
subjects or problems that people think or talk about, or need to deal with that now affect all parts of our
day-to-day lives. All businesses, no matter what it isn’t important what size, can help to save resources. 1 G
In addition, by reducing waste, a business can save money and establish itself as a socially responsible
employer. In practice, it only takes a few steps to achieve considerable environmental savings, and these
need not impact upon have an influence on something the effectiveness of the business.
If you take a look around your workplace, you are bound to it is sure that you will have any number of
computers and other equipment in use. Of course, computer equipment consumes electricity. Most people
will start up their computer in the morning and only switch it off at night, leaving it on all day, often wasting
power. 2 F An obvious solution would be to power it down when you go out for lunch and certainly when
you leave the office at night. Yes, it may take a while for the PC to boot up in the morning, but think of the
energy saved.
Modern operating systems have a feature capability so that if a PC is left idle not operating or being used
for a pre-determined time, it will automatically enter standby mode, switching off the monitor and hard
disk, effectively sending the PC to sleep. 3 C A few minutes taken to set this up on each PC start to save
money from day one. The benefit of using standby mode is that the PC will restart a lot quicker than from
‘cold’, but remember it will still be consuming some power. 4. E Twenty years ago, computer vendors were
foretelling stating what is going to happen in the future the death of the printer as we entered the age of
the paperless office. Clearly this is not the case, as we simple humans are often better at interpreting data
from a piece of paper than we are on screen.
Accepting that printers will be with us for the foreseeable can be known about or guessed before it
happens future, there are some steps we can take to reduce the cost of printing. Recycling printer
cartridges is an obvious measure, as is using recycled paper or maybe paper of less thickness or weight.
Double-sided printing is also a great way of saving money, as is encouraging printing only when absolutely
necessary. 5 B Once you have finished with the documents, recycle the paper appropriately in a suitable or
right way for a particular situation or occasion . If it is blank on one side and not confidential private and
intended to be kept secret in nature, then use the blank side as note paper, so at least you are maximizing
making something as big in amount, size or importance as possible the use of the paper.
Most computers are under-utilized. 6 A Their hard disks are often empty, and their central processor is
only active for a small fraction of the working day. Unfortunately, the energy a computer consumes is
pretty much almost the same if it is busy or quiet, due to the fact that it still needs cooling and the monitor
still needs powering. To deal with this issue, many companies are changing their working methods and
asking staff to share computers so that fewer computers are used. This saves money and energy.

Grammar workshop p.85

Expressing causes

Due to climate change, few business people can fail to realize the importance of the environmental issues
that now affect all parts of our day-to-day lives.
Unfortunately, the energy a computer consumes is pretty much the same if it is busy or quiet, due to the
fact that it still needs cooling …
due to
due to the fact that
because
because of
owing to
owing to the fact that

1. _____ the new legislation, many companies are reducing their carbon emissions.
2. Our annual profits have fallen _____ poor export sales
3. We need to get permission for the new building, _____ it’s a legal requirement
4. Our production process has become more efficient, _____ we invested in new machinery.
5. _____ criticism in the newspapers, the company’s reputation was damaged.

ANSWERS
BECAUSE OF the new legislation, many companies are reducing their carbon emissions.
Our annual profits have fallen BECAUSE OF poor export sales
We need to get permission for the new building, DUE TO THE FACT THAT it’s a legal requirement
We need to get permission for the new building, OWING TO THE FACT THAT it’s a legal requirement
We need to get permission for the new building, BECAUSE it’s a legal requirement
Our production process has become more efficient, DUE TO THE FACT THAT we invested in new
machinery.
Our production process has become more efficient, OWING TO THE FACT THAT we invested in new
machinery.
Our production process has become more efficient, BECAUSE we invested in new machinery.
BECAUSE OF criticism in the newspapers, the company’s reputation was damaged.

Other expressions
Our new process causes less pollution
The bad economic situation caused the factory to close.

New laws have resulted in the CEO resigning.

The scandal resulted in the CEO resigning.

The reason why people don’t shut down their computers is laziness.

1. _____ companies lose customers _____ often poor service.

2. Strict anti- pollution laws sometimes _____ companies to lose money.
3. Failure to observe clean-air legislation may _____ legal action against the company.
4. ____ the company lost business _____ the damage to their public image.
5. The late delivery _____ by a breakdown in the system.
6. Printing both sides will ____ a lot less paper being used.

ANSWERS
1. THE REASON WHY companies lose customers IS often poor service.
2. Strict anti- pollution laws sometimes CAUSE companies to lose money.
3. Failure to observe clean-air legislation may RESULT IN legal action against the company.
4. THE REASON WHY the company lost business WAS the damage to their public image.
5. The late delivery WAS CAUSED by a breakdown in the system.
6. Printing both sides will RESULT IN a lot less paper being used.

Reducing waste
Vocabulary
Double-sided printing is also a great way of saving money.
Many companies are changing their working methods and asking staff to share computers.

Way
You can pay in a number of ways
What’s the best way to pay?
What’s the best way of paying?

Debut cards are many people’s preferred method of payment.

Payment methods …

His sales _____ are extremely unusual, but very efficient.

However ambitious you are, you’ll find there’s no easy ____to get to the top.
Many people find that reading onscreen is not the easiest _____to read documents
The course teaches the most effective and reliable ____ of staff appraisal.
The quickest ____ to send us the translation would be by email.
We have advertised job vacancies many times and as a ____ of recruitment, it has proved to be effective.
We were not impressed by the _____ the company treats its employees.

ANSWERS
His sales METHODS are extremely unusual, but very efficient.
However ambitious you are, you’ll find there’s no easy WAY to get to the top.
Many people find that reading onscreen is not the easiest WAY to read documents (or texts for English
lessons)
The course teaches the most effective and reliable METHOD of staff appraisal.
The quickest WAY to send us the translation would be by email.
We have advertised job vacancies many times and as a METHOD of recruitment, it has proved to be
effective.
We were not impressed by the WAY the company treats its employees.

MEMO

Dear colleagues
1 Because of / Due to rising fuel bills, we need to reduce the 2 volume / amount of electricity we use in this
office. I’d be 3 grateful / pleased for any ideas you have on the best 4 methods / ways to do this. I’ll 5
give / provide a box of chocolates for the best idea.

Isable Mengual
Office Manager

Retail developments – Three examples

Following its recent stock market success, Lend Lease is now developing Overgate shopping centre in
Dundee. Construction is well under way, and with several of the country’s best-known retailers already
secured, Lend Lease is promoting the centre as the unrivalled shopping destination of the region. The
economic base of the area has improved continuously over the past decade, due to the fast expansion of
the biomedical and service sectors. With an estimated potential market of 500,000 people, _____.

Bluewater is a symbol of retail excellence, achieved through a unique combination of design, retail mix,
leisure, catering and hospitality. The centre, surrounded by parkland, is situated in the country’s wealthiest
region. Eleven million people, with a combined spending power predicted to exceed a record £5.5bn,
_____. The developers set a precedent in the industry by getting the country’s three best-known
department stores to open very large branches within the centre, as well as over 300 leading fashion and
lifestyles stores.

The private-public partnership between Legal & General and Bracknell Town Council will manage the
£500m regeneration of the town’s centre. The proposals, ____, provide for approximately 102,000m2 of
retail and leisure facilities, 200 residential units and office accommodation. This development is expected
to set the standard for town centre regeneration schemes to come because of the way it integrates the
business and community sectors. It will also facilitate great improvements in the region’s transport
infrastructures.

live within 60 minutes of the centre

which are awaiting the outcome of consultation with local residents
the centre is proving attractive to leading UK retailers
which are the outcome of an initiative between three construction firms

OFFSHORING
Is when a company moves part of its activities, for example its factories or call centre, to another country.
(shore – coast)

OUTSOURCING
Involves employing a different company or someone outside your company to do part of the work your
company needs, such as accounting, advertising or part of the production process.

Advantages and disadvantages (Pro’s and cons) of outsourcing and offshoring

For the company?
For the receiving country?

Costs and prices

Flexibility
Employment
Customer services
Security
Management
Efficiency

When to outsource
By Amy Reinink. Adapted from Entrepreneur Magazine
Michele Hanson-O’Reggio, founder of the small business outsourcing and consulting firm Biz Success
Partner, says that small-business owners tend to assume they can and should handle all business functions
in-house rather than pay to outsource those functions. But, she says, it can save even the smallest
businesses time and money. In fact, Hanson-O’Reggio recommends entrepreneurs outsource non-essential
functions almost immediately upon launching a business to let them focus on the functions they specialize
in. “The expected return is greater than the investment,” she says. She also says it’s important to consider
the financial gains associated with spending time netting new clients rather than doing book-keeping or
replying to emails.
The first layer of cost savings in outsourcing comes from payroll taxes, insurance and benefits paid to full-
time employees. Mark Loschiavo, Executive Director of Drexel University’s Baiada center for
Entrepreneurship, says entrepreneurs should expect to pay roughly 30 per cent of an employee’s salary in
addition to the salary itself for these overhead costs, but that lunch breaks, doctor appointments and other
gaps in working hours bring the actual cost of a full time employee to nearly double their base salary.
Increasingly, owners of small business in a wide variety of fields are outsourcing executive- level positions
such as Chief Financial Officer and Chief Marketing Office, seeking overall strategy solutions rather than
single functions such as bookkeeping or graphic design. Entrepreneur David Walsh, author of Source
Control, an e-book on outsourcing for small businesses, says entrepreneurs are learning that outsourcing
your CFO might mean a light monthly retainer with a retired CFO in the Midwest, or that outsourcing your
legal might mean a bi-weekly teleconference with an attorney you couldn’t possibly afford to hire full-
time.”
Experts say the CFO position is especially ripe for outsourcing. As many entrepreneurs don’t fell
comfortable handling high level financials on their own. Paul R. Shackford, founder of B2B CFO, which
provides CFO services to businesses nationwide, says entrepreneurs often come his firm when they can’t
find the answer banks’ questions about issues such as cashflow projections. Shackford says outsourcing a
CFO position can save an entrepreneur 20 per cent to 30 per cent compared with a full time employee.
Cost savings vary greatly from one business to another. For example, Business Network Consulting, an IT
consulting firm, calculates that a company with ten employees that needs a “modest amount” of IT help
and has a single one-year-old server could save more than $6,000 annually by outsourcing IT functions.
“Your potential cost savings are totally tied to the type of industry you’re in and the complexity of what
you’re trying to do,” says Joe Kelly, CEO of BNC. 2If you’re a 100-user company that only needs file sharing
and email, you may have the same costs as a ten-person company that offers financial advice and needs a
redundant site and a lot of support.”
Advances in technology make it easy for even small businesses to connect with offshore programmers, and
they’re likely to realize cost savings by doing so, says Steve Mezak, CEO of Accelerance, which connects
small companies with teams of contract programers worldwide. But Mezak says offshore contractors may
require more time to manage thanks to differences in time zones, language, and culture.

1. According to Michele Hanson-O’Reggio, small businesses should outsource because they:

A. can concentrate on their areas of expertise.
B. cannot manage routine business functions.
C. will be surprised at how much money they save.
D. will have more money available to invest.

2. According to Mark Loschiavo, how much more do employees cost in addition to their salary?
A. about a quarter more
B. about a third more
C. almost 50 per cent (%) more
D. almost 100 per cent more.

3. According to David Walsh, small businesses should outsource more executive posts because they:
A. will find more highly qualified people.
B. can employ people in different places.
C. have to meet fewer legal requirements.
D. can pay people for fewer hours.

4. According to Paul R. Shackford, companies use his services when they:

A. need to reduce their overheads.
B. lack the necessary expertise.
C. wish to operate throughout the country.
D. cannot find a full-time member of staff.

5. What does Joe Kelly say about outsourcing IT?

A. There are more benefits for small companies than large companies.
B. The more complicated the activities, the greater the savings.
C. The newer the equipment, the greater the need to outsource.
D. There may be security problems for some companies.

6. What does Steve Mezak say about offshoring?

A. It is not a viable option for small businesses.
B. Offshoring is cheaper than outsourcing in the same country.
C. Extra problems may arise when dealing with offshore contractors.
D. Small businesses need help finding the right contractors.
When to outsource
By Amy Reinink. Adapted from Entrepreneur Magazine
Michele Hanson-O’Reggio, founder of the small business outsourcing and consulting firm Biz success
partner, says that small-business owners tend to assume they can and should handle all business functions
in-house rather than pay to outsource those functions. But, she says, it can save even the smallest
businesses time and money. In fact, Hanson-O’Reggio recommends entrepreneurs outsource non-essential
functions almost immediately upon launching a business to let them focus on the functions they specialize
in. “The expected return is greater than the investment,” she says. She also says it’s important to consider
the financial gains associated with spending time netting new clients rather than doing book-keeping or
replying to emails.
The first layer of cost savings in outsourcing comes from payroll taxes, insurance and benefits paid to full-
time employees. Mark Loschiavo, Executive Director of Drexel University’s Baiada center for
Entrepreneurship, says entrepreneurs should expect to pay roughly 30 per cent of an employee’s salary in
addition to the salary itself for these overhead costs, but that lunch breaks, doctor appointments and other
gaps in working hours bring the actual cost of a full time employee to nearly double their base salary.
Increasingly, owners of small business in a wide variety of fields are outsourcing executive- level positions
such as Chief Financial Officer and Chief Marketing Office, seeking overall strategy solutions rather than
single functions such as bookkeeping or graphic design. Entrepreneur David Walsh, author of Source
Control, an e-book on outsourcing for small businesses, says entrepreneurs are learning that “outsourcing
your CFO might mean a light monthly retainer with a retired CFO in the Midwest, or that outsourcing your
legal might mean a bi-weekly teleconference with an attorney you couldn’t possibly afford to hire full-
time.”
Experts say the CFO position is especially ripe for outsourcing. As many entrepreneurs don’t fell
comfortable handling high level financials on their own. Paul R. Shackford, founder of B2B CFO, which
provides CFO services to businesses nationwide, says entrepreneurs often come his firm when they can’t
find the answer banks’ questions about issues such as cashflow projections. Shackford says outsourcing a
CFO position can save an entrepreneur 20 per cent to 30 per cent compared with a full time employee.
Cost savings vary greatly from one business to another. For example, Business Network Consulting, an IT
consulting firm, calculates that a company with ten employees that needs a “modest amount” of IT help
and has a single one-year-old server could save more than $6,000 annually by outsourcing IT functions.
“Your potential cost savings are totally tied to the type of industry you’re in and the complexity of what
you’re trying to do,” says Joe Kelly, CEO of BNC. “If you’re a 100-user company that only needs file sharing
and email, you may have the same costs as a ten-person company that offers financial advice and needs a
redundant site and a lot of support.”
Advances in technology make it easy for even small businesses to connect with offshore programmers, and
they’re likely to realize cost savings by doing so, says Steve Mezak, CEO of Accelerance, which connects
small companies with teams of contract programers worldwide. But Mezak says offshore contractors may
require more time to manage thanks to differences in time zones, language, and culture.

VOCABULARY

Michele Hanson-O’Reggio, founder of the small business outsourcing and consulting firm Biz success
partner, says that small-business owners tend to assume they can and should handle (deal with // find ) all
business functions in-house rather than pay to outsource those functions. But, she says, it can save even
the smallest businesses time and money. In fact, Hanson-O’Reggio recommends entrepreneurs outsource
non-essential functions almost immediately upon launching a business to let them focus on the functions
they specialize in. “The expected return ( time // profit ) is greater than the investment,” she says. She also
says it’s important to consider the financial gains ( earnings // losses ) associated with spending time
netting (catching // attracting // losing ) new clients rather than rather than doing book-keeping or replying
to emails.
The first layer of cost savings in outsourcing comes from payroll taxes, insurance and benefits paid to full-
time employees. Mark Loschiavo, Executive Director of Drexel University’s Baiada center for
Entrepreneurship, says entrepreneurs should expect to pay roughly ( exactly // approximately) 30 per cent
of an employee’s salary in addition to the salary itself for these overhead ( unusual // running ) costs, but
that lunch breaks, doctor appointments and other gaps in working hours bring the actual ( current // real)
cost of a full time employee to nearly double their base salary.
Increasingly, owners of small business in a wide variety of fields are outsourcing executive- level positions
such as Chief Financial Officer and Chief Marketing Office, seeking overall strategy solutions rather than
single functions such as bookkeeping or graphic design. Entrepreneur David Walsh, author of Source
Control, an e-book on outsourcing for small businesses, says entrepreneurs are learning that “outsourcing
your CFO might mean a light monthly retainer ( fee // schedule) with a retired ( former // future) CFO in the
Midwest, or that outsourcing your legal might mean a bi-weekly teleconference with an attorney
( marketing expert // lawyer )you couldn’t possibly afford to hire ( interview // employ) associated with
spending time netting (catching // attracting // losing ) new clients full-time.”
Experts say the CFO position is especially ripe ( unready // ready ) for outsourcing. As many entrepreneurs
don’t feel comfortable handling high level financials on their own. Paul R. Shackford, founder of B2B CFO,
which provides CFO services to businesses nationwide, says entrepreneurs often come his firm when they
can’t find the answer banks’ questions about issues such as cashflow projections. Shackford says
outsourcing a CFO position can save an entrepreneur 20 per cent to 30 per cent compared with a full time
employee.
Cost savings vary greatly from one business to another. For example, Business Network Consulting, an IT
consulting firm, calculates that a company with ten employees that needs a “modest amount” of IT help
and has a single one-year-old server could save more than $6,000 annually by outsourcing IT functions.
“Your potential cost savings are totally tied to the type of industry you’re in and the complexity of what
you’re trying to do,” says Joe Kelly, CEO of BNC. “If you’re a 100-user company that only needs file sharing
and email, you may have the same costs as a ten-person company that offers financial advice and needs a
redundant site and a lot of support.”
Advances in technology make it easy for even small businesses to connect with offshore programmers, and
they’re likely to realize cost savings by doing so, says Steve Mezak, CEO of Accelerance, which connects
small companies with teams of contract programers worldwide. But Mezak says offshore contractors may
require more time to manage thanks to differences in time zones, language, and culture.

Each line contains an extra word.

Historically building a brand was simple. A logo was a straightforward

guarantee of quality and consistency, or also it was a signal that a product
was something new. For that, consumers were, although quite rationally,
prepared to pay for a premium and this helped them to buy efficiently. A
brand is a storehouse of trust. That matters more and more as their
choices multiply. People want to simplify their own lives. For this reason
own brands or private labels are becoming important keys in retailing.
They keep prices down lower and many big chains are able to offer lines
such as quality or value brands.

ANSWERS
Historically building a brand was simple. A logo was a straightforward
guarantee of quality and consistency, or ____ (it) was a signal that a product
was something new. For that, consumers were, ___ quite rationally,
 prepared to pay _____a premium and this helped them to buy efficiently. A
brand is a storehouse of trust. That matters more and more as ____
choices multiply. People want to simplify their ____lives. For this reason
own brands or private labels are becoming important ____ in retailing.
They keep prices _____ lower and many big chains are able to offer lines
such as quality or value brands.
Successful Time Management (Not in Benchmark)

Complete each space with the correct sentence.

If a review of your working practices shows that you are too much of a perfectionist, do something about
this. Modern definitions of quality refer to ‘fitness for purpose’. If you bear this in mind, (1) _____. When
thinking about objectives and planning how to achieve them, consider how thoroughly you need to do
something in order to meet your requirements. (2) _____, do not spend extra hours on an activity in an
effort to cover absolutely everything.

If your review of a period of time shows that you are spending time on things that are not really necessary
or important, (3) _____ . Many people file unnecessary papers and attend endless, unproductive meetings.
Even top managers can be guilty of misdirecting their efforts by supervising subordinates too closely or
failing to delegate. (4) _____, you may find it easier to avoid these misdirected efforts and this will better
inform your planning in the future.

 PEOPLE AT ALL LEVELS PERFORM TIME-WASTING ACTIVITIES

 THEN THINK HARD ABOUT WHETHER YOU CAN AFFORD THIS TIME
 UNLESS YOU HAVE SPARE TIME
 IF YOU QUESTION THE NECESSITY OF CERTAIN WORK
 YOU MAY FIND IT EASIER TO PERSUADE YOURSELF TO SETTLE FOR AN ACCEPTABLE LEVEL OF
QUALITY RATHER THAN PERFECTION
 YOU SHOULD AVOID GIVING ADDITIONAL TIME TO A PARTICULAR TASK.

ANSWERS

If a review of your working practices shows that you are too much of a perfectionist, do something about
this. Modern definitions of quality refer to ‘fitness for purpose’. If you bear this in mind,(1) you may find it
easier to persuade yourself to settle for an acceptable level of quality rather than perfection. When thinking
about objectives and planning how to achieve them, consider how thoroughly you need to do something in
order to meet your requirements. (2) Unless you have spare time, do not spend extra hours on an activity in
an effort to cover absolutely everything.

If your review of a period of time shows that you are spending time on things that are not really necessary
or important, (3) then think hard about whether you can afford this time. Many people file unnecessary
papers and attend endless, unproductive meetings. Even top managers can be guilty of misdirecting their
efforts by supervising subordinates too closely or failing to delegate. (4) If you question the necessity of
certain work, you may find it easier to avoid these misdirected efforts and this will better inform your
planning in the future.

Cloze.

Think of as many words as you can to fill each gap.

ACCOUNTANT

My main responsibilities are to keep financial records, make sure the company pays its taxes by the
deadlines and supervise how funds are used. I deal _____ financial paperwork, and look _____ budgeting
and planning any future investment.

HUMAN RESOURCES ADMINISTRATOR

I help to recruit new _____ , keep staff records and reports, help to plan staff training, and organize team-
building activities. I also participate in _____ the performance of junior members of staff.

MARKETING ASSISTANT I work as part of a team promoting the company’s products. We report jointly ____
the Head of Marketing. We have a budget for advertising and promotion and we work with outside
agencies to design effective promotional campaigns.

LOGISTICS CONTROLLER My job involves ensuring that goods are _____ to and from our factories and
warehouses in an efficient and co-ordinated _____ . In other words, I’m responsible _____goods arriving at
their destination on time and in good condition.

ANSWERS

ACCOUNTANT

My main responsibilities are to keep financial records, make sure the company pays its taxes by the
deadlines and supervise how funds are used. I deal with financial paperwork, and look after budgeting and
planning any future investment.
HUMAN RESOURCES ADMINISTRATOR

I help to recruit new employees, keep staff records and reports, help to plan staff training, and organize
team-building activities. I also participate in evaluating the performance of junior members of staff.

MARKETING ASSISTANT I work as part of a team promoting the company’s products. We report jointly to
the Head of Marketing We have a budget for advertising and promotion and we work with outside agencies
to design effective promotional campaigns.

LOGISTICS CONTROLLER My job involves ensuring that goods are transported to and from our factories and
warehouses in an efficient and co-ordinated way. In other words, I’m responsible for goods arriving at their
destination on time and in good condition.

Brano autentico da leggere:

We like to keep business simple. And more convenient for you.

Etihad BusinessConnect is our reward programme tailor-made for businesses.

Your business can now take advantage of a whole world of benefits. We now extend our Etihad Guest innovations
to your company and employees - to reward you for continuing to fly with Etihad Airways, the World’s Leading
Airline*

When you enrol in BusinessConnect, you can assign an administrator at your company, or your travel agent, to
manage your account online. Once onboard, your administrator can keep all itineraries in one place; with 24-hour
access and user-friendly features. Bonus miles are then earned on all flights with an Etihad prefix, including those
operated by our codeshare partners. And before you know it, your business will be rewarded.

How does BusinessConnect benefit me?

With BusinessConnect, you and your business come first. We reward loyal partners. And we make it easier than
ever for you to be rewarded - with these outstanding features:

• Your business will earn 60% of all Diamond First and Pearl Business Class miles travelled by employees, in
addition to the individual employee’s usual accrual.

For example, if 7 of your company's employees take one Pearl Business Class trip to London, your business would
earn enough miles to cover a Coral Economy flight to London, with almost 3000 miles left over to spend on
products from the Reward Shop.

• Your business earns 30% of total miles flown in Coral Economy Class, in addition to the employee's usual accrual.

• You can redeem BusinessConnect rewards for free flights, upgrades and a choice of 1600 rewards.

• All miles are added together to start earning rewards faster for your company.
*2010 and 2009 World Travel Awards
Unit 21 Customer satisfaction and loyalty
p. 98 Getting started

Have you ever been a dissatisfied customer?

What are the statistics for dissatisfied customers?

about 85%
25
4 to 100
68%
8 to 16
91%
thousands
For every dissatisfied customer who complains there are at least (1) _____
who do not.
Dissatisfied customers will tell (2) _____ others about their dissatisfaction by
word of mouth. On the Web, some are now telling (3) _____ .
(4) _____ of dissatisfied customers never purchase goods or services from the
company again. A prompt effort to resolve a dissatisfied customer’s issue will
result in (5) _____ of them returning as repeat customers.
Depending upon the business, a new customer sales may cost (6) _____ times
that of a sale to an existing customer.
(7) _____ of lot customers are due to one cause: employee attitude.

For every dissatisfied customer who complains there are at least (1) 25 who do
not.
Dissatisfied customers will tell (2) 8 to 16 others about their dissatisfaction by
word of mouth. On the Web, some are now telling (3) thousands.
(4) 91% of dissatisfied customers never purchase goods or services from the
company again. A prompt effort to resolve a dissatisfied customer’s issue will
result in (5) about 85% of them returning as repeat customers.
Depending upon the business, a new customer sales may cost (6) 4 to 100
times that of a sale to an existing customer.
(7) 68% of lot customers are due to one cause: employee attitude.

p.98
Hay Group
Hay Group is a global management consulting firm with 84 offices in 48 countries.

What is the difference between customer satisfaction and customer loyalty?

What can companies do to encourage a) satisfaction and b) loyalty?

A car dealership

From satisfaction to loyalty

Just (Precisely) how do you make satisfied customers into loyal customers? Dr Jodi Simco and Dr
Mark Royal of Hay Group, a global management consulting firm, explain about the link they've
found between business culture, employee loyalty, customer loyalty and revenue growth.
'First, it's important to ask ourselves just what our definition of customer loyalty is,' Simco says.
'And based on our research, we've found that it's when your customers have a strong bond (link)
with you and come back to you time and time again. They view you as the provider of choice. So
they're not just looking for the lowest-cost vendor. They're going to come back to your company
and not only use your current products and services, but they maybe start using some new ones
which they then recommend to others.'
Simco identifies two factors that decide whether satisfied customers will become loyal ones: the
outcome that customers experience and the process by which they receive it. 'We've all bought cars,
and the car might be the most wonderful car, so the outcome was positive,' Simco says. 'But we
might decide not to go back to the car dealership because they were annoying to work with. In this
case, the process was negative.' People, in the form of employees, are part of that process, she
explains, and 'people are your key competitive advantage. It's your people who developed those
relationships with your customers, and you really need to focus on them.'
Furthermore, when it comes to convincing people in your organisation of the impact that customer
loyalty can have on your bottom line, the business case for building loyalty is quite simple. 'None of
us is surprised that loyal customers are going to repurchase at two to four times the rate of just
purely satisfied customers,' she says. 'And they're going to enthusiastically recommend your
company to others. So they can serve as your best marketer. Loyal customers are also willing to pay
more for your services.'
Hay Group has identified a few primary factors about a company that can make the difference
between customer satisfaction and customer loyalty. 'The top factor is value: "Is this company's
product or service having a positive impact on my business? Do I have a strong return on
investment?" Ease of doing business is a big thing, too,' says Simco. 'Are you easy to do business
with, or are you problematic? Finally, your people are important, in terms of whether they show
responsiveness, integrity, trust and professionalism.'
'In today's marketplace, where most organisations are facing global competitors and a rapid flow of
information, it's hard to be different from your rivals because best practices spread across an
industry very rapidly,' Royal says. 'But it's much harder for your competitors to duplicate a
successful organisation that consists of a lot of highly motivated, highly engaged people who are
focused on the customer, and this provides real opportunities for competitive advantage.'
For employees to deliver excellent customer service, Royal says, there are three key ingredients.
'First, there needs to be a strong focus on teamwork. We find that in organisations where employees
perceive strong levels of teamwork, there tends to be a much higher level of customer satisfaction.
The second ingredient is training: if we want people to drive high levels of customer satisfaction,
we have to make sure they have the skills to deliver them. And the third ingredient is
empowerment, which means that organisations need to empower employees to make decisions and
take risks in carrying out their job roles.'

Questions p. 99

1..What produces customer loyalty, according to Simco in para. 2?

A. the price of the product
B. the quality of the product
C. the relationship with the supplier
D. the recommendation of friends

2..What according to Simco (para. 3) is the key factor in making a company better than its rivals?
A. a superior product
B. good-quality staff
C. good value for money
D. good procedures for dealing with customers
3..What is given as the main benefit of having loyal customers (para. 4?)
A. It improves the company’s image
B. It increases profits
C. It is easier than finding new ones
D. They will accept higher prices

4.. What, according to Hay Group, is the main factor which changes customer satisfaction to
customer loyalty?
A. Your customer does not have problems dealing with you.
B. Your customer gets what he asks for.
C. Your customer has confidence in you.
D. Your customer’s own business becomes more profitable.

5 Why does Royal believe it is difficult for companies to be different from their competitors?
A. Their competitors can quickly imitate them.
B. There competitors are spread all over the world.
C. Employees in different companies are equally hard-working.
D. Most companies nowadays are customer-centred.

6 Which of these does Royal say is an essential characteristic of a good employee?

A. They enjoy working alone.
B. They are naturally good at dealing with customers.
C. They consult their superiors before taking decisions.
D. They take responsibility for their actions.

From satisfaction to loyalty

Just how do you make satisfied customers into loyal customers? Dr Jodi Simco and Dr Mark Royal
of Hay Group, a global management consulting firm, explain about the link they've found between
business culture, employee loyalty, customer loyalty and revenue growth.
'First, it's important to ask ourselves just what our definition of customer loyalty is,' Simco says.
'And based on our research, we've found that it's when your customers have a strong bond with you
and come back to you time and time again. They view you as the provider of choice. So they're not
just looking for the lowest-cost vendor. They're going to come back to your company and not only
use your current products and services, but they maybe start using some new ones which they then
recommend to others.'
Simco identifies two factors that decide whether satisfied customers will become loyal ones: the
outcome that customers experience and the process by which they receive it. 'We've all bought cars,
and the car might be the most wonderful car, so the outcome was positive,' Simco says. 'But we
might decide not to go back to the car dealership because they were annoying to work with. In this
case, the process was negative.' People, in the form of employees, are part of that process, she
explains, and 'people are your key competitive advantage. It's your people who developed those
relationships with your customers, and you really need to focus on them.'
Furthermore, when it comes to convincing people in your organisation of the impact that customer
loyalty can have on your bottom line, the business case for building loyalty is quite simple. 'None of
us is surprised that loyal customers are going to repurchase at two to four times the rate of just
purely satisfied customers,' she says. 'And they're going to enthusiastically recommend your
company to others. So they can serve as your best marketer. Loyal customers are also willing to pay
more for your services.'
Hay Group has identified a few primary factors about a company that can make the difference
between customer satisfaction and customer loyalty. 'The top factor is value: "Is this company's
product or service having a positive impact on my business? Do I have a strong return on
investment?" Ease of doing business is a big thing, too,' says Simco. 'Are you easy to do business
with, or are you problematic? Finally, your people are important, in terms of whether they show
responsiveness, integrity, trust and professionalism.'
'In today's marketplace, where most organisations are facing global competitors and a rapid flow of
information, it's hard to be different from your rivals because best practices spread across an
industry very rapidly,' Royal says. 'But it's much harder for your competitors to duplicate a
successful organisation that consists of a lot of highly motivated, highly engaged people who are
focused on the customer, and this provides real opportunities for competitive advantage.'
For employees to deliver excellent customer service, Royal says, there are three key ingredients.
'First, there needs to be a strong focus on teamwork. We find that in organisations where employees
perceive strong levels of teamwork, there tends to be a much higher level of customer satisfaction.
The second ingredient is training: if we want people to drive high levels of customer satisfaction,
we have to make sure they have the skills to deliver them. And the third ingredient is
empowerment, which means that organisations need to empower employees to make decisions and
take risks in carrying out their job roles.'

Vocabulary
From satisfaction to loyalty
Just how do you make satisfied customers into loyal customers? Dr Jodi Simco and Dr Mark Royal
of Hay Group, a global management consulting firm, explain about the link they've found between
business culture, employee loyalty, customer loyalty and revenue growth.
'First, it's important to ask ourselves just what our definition of customer loyalty is,' Simco says.
'And based on our research, we've found that it's when your customers have a strong bond with you
and come back to you time and time again. They view you as the provider of choice. So they're not
just looking for the lowest-cost vendor. They're going to come back to your company and not only
use your current products and services, but they maybe start using some new ones which they then
recommend to others.'
Simco identifies two factors that decide whether satisfied customers will become loyal ones: the
outcome that customers experience and the process by which they receive it. 'We've all bought cars,
and the car might be the most wonderful car, so the outcome was positive,' Simco says. 'But we
might decide not to go back to the car dealership because they were annoying to work with. In this
case, the process was negative.' People, in the form of employees, are part of that process, she
explains, and 'people are your key competitive advantage. It's your people who developed those
relationships with your customers, and you really need to focus on them.'
Furthermore, when it comes to convincing people in your organisation of the impact that customer
loyalty can have on your bottom line, the business case for building loyalty is quite simple. 'None
of us is surprised that loyal customers are going to repurchase at two to four times the rate of just
purely satisfied customers,' she says. 'And they're going to enthusiastically recommend your
company to others. So they can serve as your best marketer. Loyal customers are also willing to pay
more for your services.'
Hay Group has identified a few primary factors about a company that can make the difference
between customer satisfaction and customer loyalty. 'The top factor is value: "Is this company's
product or service having a positive impact on my business? Do I have a strong return on
investment?" Ease of doing business is a big thing, too,' says Simco. 'Are you easy to do business
with, or are you problematic? Finally, your people are important, in terms of whether they show
responsiveness, integrity, trust and professionalism.'
'In today's marketplace, where most organisations are facing global competitors and a rapid flow of
information, it's hard to be different from your rivals because best practices spread across an
industry very rapidly,' Royal says. 'But it's much harder for your competitors to duplicate a
successful organisation that consists of a lot of highly motivated, highly engaged people who are
focused on the customer, and this provides real opportunities for competitive advantage.'
For employees to deliver excellent customer service, Royal says, there are three key ingredients.
'First, there needs to be a strong focus on teamwork. We find that in organisations where employees
perceive strong levels of teamwork, there tends to be a much higher level of customer satisfaction.
The second ingredient is training: if we want people to drive high levels of customer satisfaction,
we have to make sure they have the skills to deliver them. And the third ingredient is
empowerment, which means that organisations need to empower employees to make decisions
and take risks in carrying out their job roles.'

Vocabulary p. 100
1. revenue
2. outcome
3. bottom line
4. repurchase
5. return on investment
6. best practice
7. competitive advantage
8. empowerment

a. the conditions that make a business more successful than the businesses it is competing
with, or a particular thing that makes it more successful.
b. a working method or set of working methods, which is officially accepted as being the best
to use in a particular business or industry.
c. continue buying
d. the final line in the accounts of a company or organisation, which states the total profits or
loss that had been made
e. giving someone official authority or the freedom to do something
f. the income that a government or company receives regularly
g. profit made from something you have bought
h. a result or effect of an action, situation, etc.

1. revenue f. the income that a government or company receives regularly

2. outcome h. a result or effect of an action, situation, etc.
3. bottom line d. the final line in the accounts of a company or organisation,
which states the total profits or loss that had been made
 4. repurchase c. continue buying (or buy again)
5. return on investment g. profit made from something you have bought
6. best practice b. a working method or set of working methods, which is
officially accepted as being the best to use in a particular business or industry.
7. competitive advantage a. the conditions that make a business more successful than the
businesses it is competing with, or a particular thing that makes it more successful.
8. empowerment e. giving someone official authority or the freedom to do
something

From satisfaction to loyalty

Relative clauses
1. Dr Jodi Simco and Dr Mark Royal of Hay Group, [..] explain about the link _____ they've
found between business culture, employee loyalty, customer loyalty and revenue growth.
2. ..but they maybe start using some new ones ____ they then recommend to others.'
3. Simco identifies two factors _____ decide whether satisfied customers will become loyal
ones: the outcome that customers experience and the process by ____ they receive it.
4. It's your people _____ developed those relationships with your customers, and you really
need to focus on them.'
5. … the impact _____ customer loyalty can have on your bottom line, …
6. Hay Group has identified a few primary factors about a company _____ can make the
difference between customer satisfaction and customer loyalty.
7. 'In today's marketplace, _____ most organisations are facing global competitors and a rapid
flow of information, it's hard to be different from your rivals …
8. …it's much harder for your competitors to duplicate a successful organisation _____
consists of a lot of highly motivated, highly engaged people _____ are focused on the
customer …

p.114 Relative clauses

The factors which determine customer loyalty are easy to identify

Defining
The students who are fully enrolled can do the exam in December, but students who are not enrolled
should do it in February.

The defining relative clause tells us which meeting we are referring to.
- No commas
- Who, which, (or that) whose, where, when, why
- Who, which and that can be omitted when they are the object of the relative clause
e.g. The money which you sent has arrived
or
The money you sent has arrived

Non-defining
The students, who know they will need to speak English when they look for a job, will take the
exam in the summer.
There are no lessons on Thursday, which is ‘Job Day’.

- Commas
- Who, which, that whose, where, when, why
- Relative pronoun cannot be omitted

Coordinating
The university is closed on Saturday, which is a problem for some of the students.
Hays Group identifies many different factors, which is useful for many businesses.

- Comma
- Which

Dear Farouk
Thank you for your letter, (1) which arrived this morning, and in (2) _____ you remind me of the
need for a solution to the problem of pollution at our factory (l’inquinamento alla fabbrica) (3)
_____ we produce aluminium mouldings. (stampaggi.)
The most immediate problem (4) ____ we have is an inspection by the environmental health officer
(5) _____ will take place next week. (You will remember her because she is the woman (6) _____
report gave us so many problems two years ago.)
We have to present her with a solution (7) _____ will convince her that we are serious about solving
the problem. Our technical staff have also been working on it since last January (8) _____ the new
legislation came into force (in vigore) and they have come up with a number of ideas. We found the
proposal (9) _____ is most attractive is a purifying plant (10) _____ will allow clean waste into the
River Klein (11) _____ flows past the factory site.
Our bank manager (12) ____ is very accommodating is ready to finance any project (13)
_____viability we can prove (dimostrare). I enclose costings for the proposal (14) _____you might
like to study before I send it to him.
(15) _____ would be most helpful would be an email with your thoughts as soon as possible,
suggesting a date (16) _____ work can begin.
Kind regards
Ingrid

Dear Farouk
Thank you for your letter, (1) which arrived this morning, and in (2) which you remind me of the
need for a solution to the problem of pollution at our factory (3) where we produce aluminium
mouldings.
The most immediate problem (4) (-) / that / which we have is an inspection by the environmental
health officer, (5) which / that will take place next week. (You will remember her because she is the
woman (6) whose // report gave us so many problems two years ago.) (!!the woman who gave us
problems)
We have to present her with a solution (7) which / that will convince her that we are serious about
solving the problem. Our technical staff have also been working on it since last January, (8) when
the new legislation came into force and they have come up with a number of ideas. We found the
proposal (9) which / that is most attractive is a purifying plant (10) which / that will allow clean
waste (into the River Klein, (11) which flows past the factory site.
Our bank manager, (12) who is very accommodating, is ready to finance any project (13) whose
viability we can prove. I enclose costings for the proposal, (14) which you might like to study
before I send it to him.
(15) What would be most helpful would be an email with your thoughts as soon as possible,
suggesting a date (16) when / that work can begin.
Kind regards
Ingrid

Find the mistake p.114

Globelink has air freight available that means we can use it for urgent orders.

Globelink has air freight available, which means we can use it for urgent orders.

I am organising our staff training programme that starts on 21 June.

Regarding the meeting what was scheduled for next Friday, the date has changed.
The new discount, that we offer for cash payment, was one reason for this improvement.
The next method is online recruitment that is rather expensive.
The percentage of customers which are satisfied with our services is slightly above 50%.
They want us to introduce a bonus scheme what, in my opinion, would be very effective.
This will be a good service for our employees which have to drive a long way to our office.

1. I am organising our staff training programme, which starts on 21 June.

2. Regarding the meeting which was scheduled for next Friday, the date has changed.
3. The new discount, which we offer for cash payment, was one reason for this improvement.
4. The next method is online recruitment, which is rather expensive.
5. The percentage of customers who are satisfied with our services is slightly above 50%.
6. They want us to introduce a bonus scheme which, in my opinion, would be very effective.
7. This will be a good service for our employees who have to drive a long way to our office.

Memo p.101
Memo
To: All staff
From: Customer Services Director
Subject: Customer loyalty
Market research which we have carried (1) _____ recently has shown a high level of customer
satisfaction with (2) _____ services we provide. However, we are looking for ways in (3) _____ we
can convert our customers’ satisfaction into loyalty. There will therefore be a meeting on Friday
afternoon at 2 pm (5 ) _____ all staff should attend and (5) _____ we would welcome ideas from all
of you on any of the following questions:
 What do our customers want in terms of service?
 What is important when dealing with customers?
 What is important when organising staff to provide better service?
The member of staff (6) _____ gives the best suggestions will receive a prize of a dinner for two at
the Brasserie.
Please attend the meeting punctually.
Simone.

Memo
To: All staff
From: Customer Services Director
Subject: Customer loyalty

Market research which we have carried (1) out (carry out = conduct) recently has shown a high
level of customer satisfaction with (2) the services we provide. However, we are looking for ways
in (3) which we can convert our customers’ satisfaction into loyalty. There will therefore be a
meeting on Friday afternoon at 2 pm (5 ) which / that all staff should attend and (5) where / when
we would welcome ideas from all of you on any of the following questions:
 What do our customers want in terms of service?
 What is important when dealing with customers?
 What is important when organising staff to provide better service?
The member of staff (6) who gives the best suggestions will receive a prize of a dinner for two at
the Brasserie.
Please attend the meeting punctually.
Simone.

Communicating with customers

p. 102

an advertisement

a social media website

an email bulletin

a leaflet

an operative at a call centre

visit from a sales rep

the company’s website

p. 102

Satisfying your customers’ requirements by understanding how they are thinking

Getting your customers to tell other people about your company
Using writing skills successfully
Becoming more certain of your professional abilities
Understanding how your body language affects clients
Learning suitable ways of dealing with difficult clients
Giving a better service than the customers thought they would receive
Using some increasingly popular media for dealing with customers

Communicating with your customers

You will learn how to build rapport with your customers and how non-verbal communication is interpreted
by customers. In addition, you will be trained in telephone skills, including how to project professionalism
and how to provide quality customer service over the telephone. Finally, you will learn how email can be
used for effective communication with your customers and to build a good reputation.

A FIRST-CLASS SERVICE
Providing first-class customer service and creating the right impression first time is a must for front-line
staff. To be successful at customer care requires an understanding of customer expectations and the skills
to exceed that expectation. This practical and interactive course provides a wide range of personal and
professional skills for staff who are often the first point of contact for customers. Throughout the course,
delegates will have the opportunity to practice customer-handling skills with role-play and in discussion
groups, enabling a confident return to the workplace.

Customer care
Word of mouth is the cheapest and most effective way of marketing your business and extending your
customer base. If you treat your customers badly, you may lose valuable business due to a simple lack of
people skills, This course is designed for anyone who wants to know how to make a positive impression to
retain customer dissatisfaction and learn how to handle awkward customers appropriately.
To address your customer needs, you must be able to see things form their point of view, respond to
whatever they throw at you and still show you’re pleased to be able to help them.

Telephone skills and customer-care training courses

Large numbers of companies have set up helplines as the quickest and most convenient way of managing
customer contacts. Call centres and internet sales are the fastest-growing operational departments for
many organisations. It is essential that all employees represent their organization in a professional and
friendly way. Clear and effective communication is essential to ensure that the business is not lost. Failure
to train your staff properly in telephone skills may result in fewer customers.
Vocabulary

The company has a good / high reputation for making innovative and reliable products.

A big / large number of people have visited our website in the last few days.

We offer a big / wide range of services to customers worldwide.

Ex 2.
Our customers don’t buy the product in big / huge / large quantities so we deliver quite small consignment
to each of our outlets.
They’re one of our biggest / most significant / most important customers, so we need to concentrate on
taking care of them.
Thank you for all the big / great/ tremendous effort you have made to get the new operation up and
running.
This campaign is expected to draw the attention of a(n) important / large / significant part of the
population.
I read your advertisement with big / considerable / great interest.
TS is an old taxi firm and enjoys a(n) excellent / good / high reputation.
We distribute a(n) big / extensive / wide range of products.
We’ve been experiencing big / important / serious problems with our server.
We have chosen to advertise on the radio because of the big / large / vast number of people we can reach.

Complete the text using a sentence for each space.

Department store magic

She’s also given every sales assistant responsibility for ensuring customer satisfaction, even if it means occasionally
breaking company rules, in the hope that this will help company profits.

She took the credit, but hadn’t done anything to achieve it.

Department stores are becoming less profitable in many areas.

This very quickly led to rising sales, even before the goods on display were changed.

Gardner’s vision for the store is clear, but achieving it is far from simple.

Worst of all, its customers were buying fewer and fewer of its own-brand products, the major part of its business, and
showing a preference for more fashionable brands.

For most of the 20th century Kemptonby’s was one of Britain’s most successful department
stores, but by the mid-1990s, it had become dull. Still profitable, thanks largely to a series of
successful advertising campaigns, but decidedly boring. The famous were careful not to be
seen there, and its sales staff didn’t seem to have changed since the store opened in 1908. (1)
_____
But now all this has changed, thanks to Helen Gardner, who became Kemptonby’s first woman
Chief Executive three years ago. Since then, while most major retailers in Britain have been
losing money, Kemptonby’s profits have been rising steadily. When Gardner started, a lot of
improvements had just been made to the building, without having any effect on sales, and she
took the bold decision to invite one of Europe’s most exciting interior designers to develop the
fashion area, the heart of the store. (2) _____ And as sales grew, so did profits.
Gardner had ambitious plans for the store from the start. ‘We’re playing a big game, to prove
we’re up there with the leaders in our sector, and we have to make sure people get that
message. Kemptonby’s had fallen behind the competition. It provided a traditional service
targeted at middle-aged, middle-income customers, who’d been shopping there for years, and
the customer base was gradually contracting. Our idea is to sell such an exciting variety of
goods that everyone will want to come in, whether they plan to spend a little or a lot.’ (3)
_____ At first, many employees resisted her improvements because they just wouldn’t be
persuaded that there was anything wrong with the way they’d always done things, even if they
accepted that the store had to overtake its competitors. It took many long meetings, involving
the entire workforce, to win their support. It helped when they realised that Gardner was a
very different kind of manager from the ones they had known.
Gardner’s staff policies contained more surprises. The uniform that had hardly changed since
day one has now disappeared. Moreover, teenagers now get young shop assistants, and staff
in the sports departments are themselves sports fans in trainers. As Gardner explains, ‘How
can you sell jeans if you’re wearing a black suit? Kemptonby’s has a new identity, and this
needs to be made clear to the customers,’ (4) _____
Gardner is proving successful, but the City’s big investors haven’t been persuaded. According
to retail analyst, John Matthews, ‘Money had already been invested in refurbishment of the
store and in fact that led to the boost in sales. (5) _____ And in my view the company’s
shareholders are not convinced. The fact is that unless she opens several more stores pretty
soon, Kemptonby’s profits will start to fall because turnover at the existing store will inevitably
start to decline.’

ANSWERS

Department store magic

For most of the 20th century Kemptonby’s was one of Britain’s most successful department
stores, but by the mid-1990s, it had become dull. Still profitable, thanks largely to a series of
successful advertising campaigns, but decidedly boring. The famous were careful not to be
seen there, and its sales staff didn’t seem to have changed since the store opened in 1908. (1)
Worst of all, its customers were buying fewer and fewer of its own-brand products, the major
part of its business, and showing a preference for more fashionable brands.

But now all this has changed, thanks to Helen Gardner, who became Kemptonby’s first woman
Chief Executive three years ago. Since then, while most major retailers in Britain have been
losing money, Kemptonby’s profits have been rising steadily. When Gardner started, a lot of
improvements had just been made to the building, without having any effect on sales, and she
took the bold decision to invite one of Europe’s most exciting interior designers to develop the
fashion area, the heart of the store. (2) This very quickly led to rising sales, even before the
goods on display were changed. And as sales grew, so did profits.

Gardner had ambitious plans for the store from the start. ‘We’re playing a big game, to prove
we’re up there with the leaders in our sector, and we have to make sure people get that
message. Kemptonby’s had fallen behind the competition. It provided a traditional service
targeted at middle-aged, middle-income customers, who’d been shopping there for years, and
the customer base was gradually contracting. Our idea is to sell such an exciting variety of
goods that everyone will want to come in, whether they plan to spend a little or a lot.’ (3)
Gardner’s vision for the store is clear, but achieving it is far from simple. At first, many
employees resisted her improvements because they just wouldn’t be persuaded that there was
anything wrong with the way they’d always done things, even if they accepted that the store
had to overtake its competitors. It took many long meetings, involving the entire workforce, to
win their support. It helped when they realised that Gardner was a very different kind of
manager from the ones they had known.

Gardner’s staff policies contained more surprises. The uniform that had hardly changed since
day one has now disappeared. Moreover, teenagers now get young shop assistants, and staff
in the sports departments are themselves sports fans in trainers. As Gardner explains, ‘How
can you sell jeans if you’re wearing a black suit? Kemptonby’s has a new identity, and this
needs to be made clear to the customers,’ (4) She’s also given every sales assistant
responsibility for ensuring customer satisfaction, even if it means occasionally breaking
company rules, in the hope that this will help company profits.

Gardner is proving successful, but the City’s big investors haven’t been persuaded. According
to retail analyst, John Matthews, ‘Money had already been invested in refurbishment of the
store and in fact that led to the boost in sales. (5) She took the credit, but hadn’t done
anything to achieve it. And in my view the company’s shareholders are not convinced. The fact
is that unless she opens several more stores pretty soon, Kemptonby’s profits will start to fall
because turnover at the existing store will inevitably start to decline.’

Find the extra word

Due to climate change, few the business people can fail to realize the importance
of the environmental issues that now they affect all parts of our day-to-day lives.
All businesses, no matter what in size, can help to save resources. In addition, by
reducing waste, a business can save it money and establish itself as a socially
responsible employer. In practice, it only takes a few of steps to achieve
to considerable environmental savings, and these need not impact upon the
effectiveness of the business.
If you take a look around your workplace, you are bound to have the any number
of computers and other equipment in use. Of course, the computer equipment
consumes more electricity. Most people will start up their computer in the
morning and only switch it off at last night, leaving it on all day, often wasting
power. An obvious solution would be to then power it down when you go out for
lunch and certainly when you leave the office at night time . Yes, it may take a
while for the PC to boot up in the morning, but think of the energy saved.

ANSWERS
Due to climate change, few business people can fail to realize the importance of
the environmental issues that now affect all parts of our day-to-day lives.
All businesses, no matter what size, can help to save resources. In addition, by
reducing waste, a business can save money and establish itself as a socially
responsible employer. In practice, it only takes a few steps to achieve
considerable environmental savings, and these need not impact upon the
effectiveness of the business.
If you take a look around your workplace, you are bound to have any number
of computers and other equipment in use. Of course, computer equipment
consumes electricity. Most people will start up their computer in the
morning and only switch it off at night, leaving it on all day, often wasting
power. An obvious solution would be to power it down when you go out
for lunch and certainly when you leave the office at night. Yes, it may take a
while for the PC to boot up in the morning, but think of the energy saved.