1 Culture and its impact

Learning outcom es
Learn to use key vocabulary to describe culture.
Use questions in the present simple and present
continuous appropriately.
Find out about and understand different
cultures of work and study.

1 Discuss the following questions.

Business view
How independent are you? Do you like to make your own
decisions? Which groups of people do you ask for help and advice? C om pany cultures are
How much time do you spend on planning a holiday or a like country cultures. Never
business trip? Do you like to have all the details or do you just go try to change one. Try,
and hope for the best? instead, to work w ith w hat
Would you prefer to have a manager who is a strong leader you've got.
and makes all the decisions or one who likes to get everybody's
Peter F. Drucker, management expert
opinion before they make a decision?
and author
2 Now discuss the following questions.
Were your answers similar to or different from the answers of the
Managers cannot manage
people you spoke to?
diverse cultures successfully
Do you think that your answers would be similar for most people
in your country, or does it depend on other factors, e.g. age,
until they understand w hat
gender, education? culture is and know their
own culture. •} •)
3 The word 'culture' is often seen as related to the customs and
traditions of a particular country. But we all belong to a number Romie Littrell, author and associate
of different cultures. Think about the different cultures which professor at Auckland University of
you are part of. In pairs, discuss which of the cultures below Technology, New Zealand
have the most influence on you.
Critical analysis
The culture o f...
How important do you think it is to understand your own
... the area you come from culture before trying to understand someone else's?
... your age group Think about your country or organisation. What tips could you
... your job and qualifications give to people coming to your country or organisation to do
... your interests business for the first time? Use the quotes above to help you.
... the organisation you work for

1 0 1 CULTURE AND ITS IMPACT

 Reading: Professor Hofstede's dimensions of culture

Professor Geert Hofstede, who worked at Maastricht University in the Netherlands and for IBM is a giant in the field
of intercultural communication. According to Hofstede, each culture can be analysed according to five different
dimensions. The theory has been criticised for being too static. However, business people working internationally
still use it today.

ftO O
® G D 0
individualism -> v, Korea, China S T
The Five Dimensions collectivism -> USA,
caX tap the
Individualism/Collectivism: If people are from an Masculinity: In this dimension, there is a gender gap.
individualistic society they will see themselves as single Women’s values are said to be more similar across all
independent actors, not as a group member at a deep level cultures. Women are said to value kindness, building
as people in collective societies do. Hofstede emphasises relationships and reaching agreements through
that the groups are ‘natural’ ones, such as family, not just communication. In cultures with a low masculinity
any group. It is also important to realise that this dimension dimension, men also share the values connected with
does not show that some- -
people like to be in groups; they 10 women and there is more equality between men and
are in groups because it is a matter of identity. women. However, cultures with a high masculinity
Uncertainty avoidance: In some cultures, people prefer dimension have more values connected with men:
-

to have everything presented in detail so there will be few, competition, assertiveness and ‘looking out for Number
⑨

if any surprises. In cultures where uncertainty avoidance One’, in such cultures, the values of women also move
is low, people are more relaxed about the unknown and is towards the masculinity end of the spectrum.
-

are not worried when they don’t have all the details.
-
Long-term/Short-term orientation: Long-term planning,
Power distance: Hierarchy is a feature of most human saving and hard work are valued in cultures with long­
life, but in some cultures, the gap between those with a lot term orientation, whereas living for the moment is more
of power and those with little power is wider. This leads to important in those with short-term orientation.
a society where power is concentrated on a small number 10 These five dimensions, taken together, can give important
of people at the top who make most of the decisions, and insights for someone wishing to enter a new culture for
there is less expectation of movement between classes business, study or other purposes. These dimensions are
or levels. In cultures where power distance is low, people tendencies, not rules. They can help to predict actions
tend to expect that those in power have earned it. They of groups, societies or nations, but there will always be
also expect power relations to be more democratic than 45 different individuals.
those in a high power distance society.
Source: Website of Professor Geert Hofstede

1 Read the article. Are these statements true or false? 6 You need to communicate with the top managers to get
1 People in individualistic societies see themselves as independent. answers and to get things done.
2 People in cultures with a low uncertainty avoidance like to have as 7 Respect the traditions of the society.
much information as possible when they make plans. 8 You don't worry about the details in this society.
3 People in places where there is high power distance expect to be 9 Men and women should be treated equally. Finding agreement
able to move to a position of power more easily. is more important than'winning'a discussion.
4 Men share the same values as women in low masculinity cultures. 10 People in this society probably do not expect a job for life.
5 People in places with long-term orientation are likely to spend all a Individualistic
the money they earn. b Collectivist
6 These dimensions are rules and you should always follow them c High uncertainty avoidance
when dealing with people from different countries. d Low uncertainty avoidance
2 Match tips 1-10 with the society a-j that they describe. e High power distance
f Low power distance
1 The management values teamwork and wants everybody to be
g Low masculinity dimension
involved in the decision-making process.
h High masculinity dimension
2 Hard work is important in these countries.
i Long-term orientation
3 People want to express their own opinion.
j Short-term orientation
4 You might employ a management team of men in this society.
5 You should give detailed plans o f every project.

1 CULTURE AND ITS IM PACT 11

 caX

tac
- .
-
->
hip
-
-

- -

- -

-
-

-
. .

+
- .
-

-
 Dimensions. CHieiKiCH V.HO (11)

① individualism collectivism
canhan Tap The
↓

USA vn, Korea, China

② Uncertainly avoidance

-> high:
Prefer detail -> Japan, evi Italya
is low: worried
not when not Detail usa
a

③ power Distance SOUTH KOReG

-> high
concentrated on a small numberof pp., China, Japan
Xcow:
Canada, usa

④masculinity:gender gap
-> high:competition, assertiveness,
a usa, y, here, messico
↳ low:equal Bac
M
men s women => au

long-term/short-term orientation
⑤

-> long;saving,
hard word Japan, China, HK, -

Xshort:
living for the moment => vn, Canada, Philippin
⑥ way life indulgence
of -

way of line restraint X

they cut car
me Kiemche, quy tad is

tendencies, not
=>
rule
Writing 1: Making first contact

Learning outcomes
Recognise key features of
business emails.
Make first contact in business
writing.
Build a business relationship
through an exchange of emails.

© e © a a
a You never get a second chance Delete Reply Reply All Forward Print
-
to make a first impression. From: Nordstrom, Ole Then subject
To: Zhang Xiaopeng
Oscar Wilde, writer, poet and playwright
Sent: 29 October 16:20
Reason
Dear Mr Zhang
a __________________________

1
1 What do you think the quote means? b we met... show
Rea
__________________________ and discussed our interest in
im porting your Pro CCTV LCD monitors fo r the Danish and
2 How important is it to create a good impression the first time
Scandinavian market. introduce
you write a business letter to someone? c we mann.... DVR , as well as distributing
__________________________

I
Security Products in Denmark, Norway, Sweden, Finland, the
3 How important are the following points when you write to
Baltic Countries and the south of England (we have an office
someone for the first time?
in London). See our homepage at w w w .m a tro n .d k .
1 The email or letter should be friendly.
2 You should always be formal and use the person's title (e.g. Mr).
I found your products of very high quality and I understood
th a t you could supply the CCTV LCD monitors from 1
November.
I
3 There should be no spelling or grammar mistakes.
I would like to place our firs t order as soon as possible.

(
4 You should ask the person you are writing to lots of questions to Please send.... Agreement
d __________________________ , and let me know which
show them that you are interested in them. o f the countries mentioned above you would like us to
5 You should have a clear subject line in the email so that the distribute your products in.
Ilook forward to heavily from you
e __________________________
person knows what it is about before they open it.
Bestregards
f __________________________
4 Have you ever received an email or letter that gave you a bad
Ole Nordstrom
impression? How did you feel?

5 What are the advantages and disadvantages of developing

2 When you make first contact with someone, there are
a business relationship through email rather than through
different ways you can begin your email or letter. In the email
face-to-face communication? Which do you prefer? Why?
above, Ole Nordstrom refers to meeting Mr Zhang in person at a
trade show.
Language focus 1: M aking first contact
If you haven't met somebody before, you can also begin by:
1 Look at the email sent by a buyer of LCD monitors for the 1 introducing yourself

-=
-

Scandinavian market and a seller in Asia. Complete the email 2 referring to someone you both know
-
-

with the following sentences and phrases. 3 saying who recommended=

you contact the person you are
b
-
-

1 We met at the Taipei Computer Applications Show writing to. /

-complementary closings

1
2 Best regards f From
3 Dear Mr Zhang a
4 Please send us your price list and a draft of your Distributor
40 -
Best regards.
d sent;
. -

Agreement
5 We manufacture and distribute Matron DVR C Pear MT ·

6 I look forward to hearing from you. e

2 6 W R IT IN G 1: M A K IN G FIRST CO NTACT
Body
reasonal in
Look at th e b eg in n in g o f th e th re e em ails. Choose an 2 The sentences below were used to make the email in exercise 1
ap p ro p ria te o p e n in g sentence (a-c ) fo r each one. sound more friendly. Choose a sentence (a-d) to complete the

a I'd like to introduce myself as the head of the project management gaps.
team appointed by QT Consultants to handle restructuring of the a I am interested in doing business with you and would like to invite
department.
-
introduce myself referring to so you
both know
you to be our distributor in your area, 2

b My husband attended one of your courses at the Management

-
b I hope to visit Denmark again soon, and look forward to seeing
College last week and has told me how informative it was. you there. 4
C I got your contact details from Marcus Berger in Singapore, who c Please feel free to contact me if you need my service or assistance, 3
suggested I should get in touch with you. who recomment d Thanks for your call - it was nice to talk to you. 1
consert
you Critical analysis

b 1 How are Mr Nordstrom's and Mr Zhang's emails different from

emails you write to your friends?
- 2 How easy is it to use friendly language like this when writing
in a foreign language?

a Output: M aking first contact via email

Stage 1
-
Work in two groups: A and B. You have found out from a trade
fair or the Internet about a company whose products you would
like to distribute in your country.
a
Group A: Look at the information about Creativ Company on
page 137.
Group B: Look at the information about Rambler's Way Farm on
page 142.

Stage 2
Work in pairs to write an email to the sales manager of the
1 Look at the response from the seller in Asia to the
company. In your email:
Scandinavian buyer after speaking to him on the phone. How
explain that you have experience selling to the relevant retail
should Mr Zhang improve this email?
sector or consumer group
eee ______________________________ ask for more information about particular product ranges
ask for a price list
From: Zhang Xiaopeng
To: Nordstrom, Ole suggest that you would like to be sole distributor for your country.
Sent: 3 November 10:43 Before you begin, decide on a name for your own company.
Dear Mr Nordstrom, Make sure you do the following in your email:
al
1 __________________________________ include a subject line and introduce yourself
a
2 ____________________________________
include a friendly comment in order to build a business relationship
Since we already have distributors in Finland, Norway and the
Baltic countries for our LCD monitor, the areas we can grant use Mr Nordstrom and Mr Zhang's emails to help you.
you are Denmark, Sweden and the south of England only. Stage 3
Concerning the delivery, as per my explanation on the phone,
When you have finished, exchange your email with somebody
most of our CCTV LCD monitors are selling under the OEM
who wrote to the other company. Look for any mistakes in
brand with exclusivity. We can take the order now and deliver
it in January. the other student's email and tell them. Listen to the other
If you want to test our samples, we can send our OEM student's feedback on your email and make any changes to it.
models to you.
The draft agreement and relevant documents will be
forwarded to you by my European Sales Representative Ms
Sylvia Yeh. I will ask her to contact you for relevant business.
3 C
4 b

Best regards
Zhang Xiaopeng

W R IT IN G 1: M A K IN G FIRST CO NTAC T 2 7
 4 Human Resources

4.1 Theory: HR planning

Learning outcom es
Consider how organisations plan their human resources.
Talk about the future using will, going to and the present continuous.
Present ideas for recruiting and retaining staff.

Introduction

1 Which of the following companies would you prefer to work Language focus 1: Talking about HR tasks
for? Why? 1 Look at the list of Human Resources activities and add the
a company that manufactures a well-known luxury brand individual tasks to the correct activity area on page 37.
a small company that has a good reputation as an employer, but
makes boring products
Individual tasks:
a large multinational that makes a wide range of products

2 Would you prefer to have a very well-paid but boring job or recruiting new staff
an interesting job with a good salary? Why? salaries
3 In times of economic crisis which of the following ideas do
pensions
you think is the most effective?
working with departments to help bring about change
Fire some people and keep some on full-time contracts.
Ask everybody to work part-time. advertising for new staff
4 How important do you think it is for the Human Resources developing staff abilities
department to think about the above questions? What tasks do
Human Resources departments usually do? informing employees about developments

Business view___________________________________________ supporting heads of department in getting the best

Susan Heathfield, founder of Heathfield work out of their staff
Consulting Associates, which specialises
in the human side o f implementing
£ planned change, says Human Resource
if . I Management (HRM) is:

H i the function w ithin an organisation that focuses on recm itm ent of,
m anagem ent of, and providing direction for the people w ho work in the
organisation. It deals w ith issues related to people such as com pensation, hiring,
perform ance m anagem ent, organisation developm ent, safety, wellness, benefits,
employee m otivation, com m unication, adm inistration, and training.

3 6 4 HUMAN RESOURCES
 Critical analysis
H um an Resources activitie s
C om pensation fo r em ployees 1 What problems might there be with talent alliances? Would
b en efits packages
you like to work in this way?
2 What examples of different needs of different age groups at
work can you think of?
Hiring s ta ff
m a in ta in in g co nta cts w ith u n ive rsitie s
Listening 2: Short-term planning

Perform ance m a n a g e m e n t
o rg an isin g tra in in g
1 In the second part of the interview Ursula Knorr talks about
se ttin g up a syste m o f e m p lo yee re p o rts
short-term and long-term planning. What period of time do
these cover? Why is it hard to put an exact number on short­
term and long-term planning?
O rga nisa tion d e ve lo p m e n t
o rg an isin g in te r-te a m / in te rd e p a rtm e n ta l m e e tin g s
2 In a financial crisis why do some companies prefer to keep
safety
people rather than let them leave the company?

3 Now listen and complete the following.

... Short-term planning is something like 1 ____________ time,
2 In your view, are these activities only the responsibility 2 ____________ time; long-term planning is three to five years. It
of the HR department or do other departments share these depends on how you define your planning cycle.
responsibilities?
... Companies need to have short-term regulations: reduced
Listening 1: Retaining staff ., sabbaticals and options for taking

... Companies cannot forsee how the crisis is going to

Business view 5 ____________ and they are reluctant to let people go
Dr Ursula Knorr is the head of
the Institute for Leadership and
Human Resource Management at 4 Discuss the following questions.
St. Gallen University in Switzerland. 1 How do you think companies can keep staff motivated at times of
crisis?
2 Have you heard of anybody being asked to work fewer hours (for
less salary)? How would you feel in this situation?
3 What problems might companies have with retaining staff when
the economy is healthy?

Listening 3: Employer branding

1 You are going to listen to an interview with Ursula Knorr.

1 Before you listen, discuss the following questions.
Before you listen discuss the following questions.
1 What is employer branding?
1 How do you think companies can retain staff?
2 Why is it easier for companies like Porsche and Rolls-Royce to
2 Do you think companies should share talented employees or try
attract employees than some other companies?
and keep the best employees for themselves?
3 Why shouldn't companies lie about how great their company is to
2 Listen and answer the following questions. work for?
1 What is the first way of retaining staff that Ursula Knorr mentions? 4 What problems do small companies have with attracting
2 What is a talent alliance? employees? What can they do about this problem?
3 What example does she give regarding life-cycle oriented HR 2 Now listen and answer the questions.
management?

4 HUMAN RESOURCES 3 7
 Language focus 2: Talking about the future using Output: HR Planning
will, (be) going to and the present continuous
Stage 1
What trends do you think there will be in the following areas? In
small groups, discuss and give reasons for your answers.
birth rate
flexibility at work
salaries
people's attitudes to the environment
people going to work in other countries
education
What other changes to society do you predict?

Stage 2
You work in the Human Resources department of a small
company that produces clothes for young adults. The brand is
well-known and liked by 18-25 year olds, but not really
well-known by older people.
What effect will the predictions you discussed in Stage 1 have on:
your business as a whole?
the way your HR department recruits and retains staff?

1 Underline the correct future form to complete these sentences.

1 Natalia is helping / will help you if you want.
2 I am going to / will recommend you for promotion at the next
meeting.
3 We are meeting / will meet the head of HR this afternoon to discuss
the recruitment strategy.
4 The economic situation means we are going to have / will have
problems meeting the sales targets.
5 I hope he is making / will make a lot of money when he finishes his
course.

2 Complete the rules about using future forms.

Stage 3
1 Use____________ to talk about decisions at the time of speaking
Use your ideas from Stages 1 and 2 to plan employer branding
and for offers and requests.
of your company and how you will recruit and retain staff as a
2 Use____________ to talk about intentions.
whole. Present your findings to another group
3 Use____________ to talk about arrangements.
4 Use____________ to talk about predictions with present evidence.
5 Use____________ to talk about other predictions.

3 Discuss the following questions in pairs.

What are you going to do this evening?
What meetings do you have in the next few weeks that you can't
miss?
What changes do you hope you will see in your country in the
next five years?
What improvements do you think we will see in employment
conditions in the next five years?

3 8 4 HUMAN RESOURCES
 C ase study
4.2 Practice: Recruiting and keeping staff

Learning ou tcom es
Discuss ways o f keeping staff.
Learn and use vocabulary connected w ith skills and motivation.
Design a training programme.

Profile: Emirates NBD

Emirates NBD, based in the UAE, is the biggest banking

group in the Middle East in terms o f assets. It was formed
by the merger o f Emirates Bank International (EBI) and the
National Bank o f Dubai (NBD). The group has operations
in the UAE, Saudi Arabia, Qatar, the UK and Jersey
(Channel Islands), and offices in India, Iran and Singapore.
V y
Emirates Bank International (EBI) faced a number of HR
challenges during a time of growth. The bank went through
In tro d u c tio n a wide-ranging process o f reorganisation; its two main
...... business areas - Corporate and Retail - were segmented
1 Think about your English course. Why are you doing it? Look and a number of new departments were created.
at the statements below and add other possible answers. This meant that the HR department had to work hard to
fulfil the need for recruitment created by this growth. This
I want to communicate better with business partners.
challenge was made more difficult by the fact that there
My boss sent me.
was an increasing need for more qualified and experienced
My chances o f getting a betterjob are higher if my English is good. personnel throughout the state and many organisations
1need to pass an English exam. found that they needed to develop an attractive EVP
(Employee Value Proposition) - the balance between the
2 Is this course part of your training or part of your education? employee’s work and the salary and benefits.
In pairs, discuss the difference between the two words.

3 Should organisations provide (and pay for) training for their

staff? Who benefits from this? What experience have you had of R eading 1: C ha ra cte ristics o f'g o o d 'e m p lo y e rs
in-company training?
You are going to read three extracts about the company EBI.
In the first extract, EBI is described by one of its employees
Transferable s k ill: U sing p re d ic tio n to h e lp u n d e rs ta n d as a'good'employer. Write down three characteristics of the
a te x t
company that you expect will be mentioned. Then read the
There are things you can do before you read a difficult text extract and check your answers.
which will help you to understand it more easily.
Before you read, think for a moment about the possible reasons EBI proved relatively successful at attracting young UAE nationals, largely due
for reading a particular article. What general questions could to its long-standing reputation as a'good'employer that developed its people.
you ask yourself? Ahmed Marzouqi, who joined EBI in 1988, commented, 'In terms of salary and
package, it was not that great. . . most people of my age joined the army but
What...? Why...?
5 because my family was educated, they told me to join somewhere where you
can learn and benefit in terms of experience and future career'Mahdi Khazim, a
senior manager in corporate banking, said that when he joined he appreciated
the fact that EBI offered stability and security as it was 77% owned by the Dubai
government.
1o Many of the people who are now corporate heads at the bank were also
attracted to EBI by the opportunities offered to ambitious young nationals to
progress, as opposed to the situation in foreign banks where expatriates held the
senior positions.

4 HUMAN RESOURCES 3 9
 Reading 2: Training staff to retain staff Reading 3: M anaging a tale n t pool

1 Before you read, use your own ideas to answer these

1 What do you think the third extract will say about the
questions. Then read the extract and check your answers.
following points?
1 What problems might a company have with training sessions?
how employees were picked for the talent pool
2 How can training staff encourage people to stay with a company?
how the on-the-job training modules worked
what the effect of the on-the-job training modules was
HR was keen to encourage a learning culture within the organisation through
2 Read the extract and make notes about the points in exercise 1.
training and a talent management programme. HR wanted EBI staff to join
training programmes because they saw them as a way of increasing their
value, rather than being'pushed'into them as reluctant learners. Before this, Talent management was also important. Nelson D'Souza, a talent and
HR had put people on training courses but half o f them failed to turn up organisation development manager, recalled, 'We had a talent pool of
because they saw no value in the training on offer. people selected on the basis of perform ance. . . We picked some people
HR hoped that by putting the trainee at the centre as the main stakeholder, from this and prepared them for certain areas where there were vacancies.
the result would be a culture in which people took responsibility for their 5 For these we developed OJTs - on-the-job training modules. So, if we
own learning and development while at the same tim e increasing their identified a talented person in the organisation and there was a vacancy
10 career prospects w ithin the bank and strengthening their loyalty to it. This tw o years in the future for a branch manager, I would take this person
was also seen as a way of growing in-house talent and leadership and a way through a progressive module for a branch manager. This would give them
of convincing the bank's line managers that they should develop their own a vision of what the job was and the competencies needed.' Later, the
staff rather than pay a lot of money to recruit staff from other banks. io business areas of the company realised that people trained like this were
A GroupTraining Centre (GTC) was set up w ith a staff of 17. Its continuing better than market replacements. Noted D'Souza,'They are home-grown,
education programme, offered on the Internet, was a one-stop shop for all reliable and perform b e tte r. . . they understand the business better than
employees, who could log on to find what courses were available, where / someone taken from the market.'
who to contact in order to apply, and so on.
Batches of new trainees, who were school leavers, joined the Centre. They
followed a structured modular programme in which an orientation period Critical analysis
in GTC was followed by a three-month spell of work experience, then a
Look at this model which illustrates how EBI systemised its
return to GTC until they completed their programme and were certified
talent management and then read the description on page
as proficient in a specific job. A quality check got rid of those who were
41. In the description, it says that the process 'was carried out
unsuitable. This scheme ensured that all trainees were transformed from
openly'. What do you think about this? Would it work in the
school leavers into bankers.
organisation where you work or study?

2 Read the extract again. Are these statements true or false?

1 EBI wanted employees to attend training because they saw it as
Id e n tify in g Talent
useful to themselves as individuals.
Leaders and HR classified the employees into the following
2 The training courses have always been well-attended.
groups. They came up with the following percentages.
3 HR thought that if employees had training, they would be able to
Managers who deliver consistently high performance and
find jobs in other banks.
demonstrate high potential to take on significant leadership
4 It was thought that the in-company managers would think that it
Stars roles in the organisation. They clearly demonstrate Emirates
was better to recruit staff from outside the company. (10%) Bank Group's (EBG) leadership capacities - strategic thinking,
5 The school-leaver modular programme at the GTC allowed business acumen, interpersonal sensitivity, team leadership,
nobody to fail. and self management.
Managers with high levels of expertise in business or support
Intercultural analysis areas (that are not easily replaceable) and who deploy
Experts expertise consistently to deliver strategic value to the
Sometimes employees choose to stay with a company even (15%) organisation. They definitely demonstrate a high degree of
though the working conditions become very hard.This may be innovation, initiative and passion.
because there is a culture of loyalty to the company. Managers who deliver the required performance and who
Performers are essential to keep the organisation moving, but who
How loyal are people to the organisation that you work for or
(70%) are unlikely to make a difference to the organisation at a
study at? Do you think that this is part of the organisational strategic level.
culture or a national characteristic? Dead wood Managers who deliver inadequate performance and who
(5%) have become a liability to the organisation.

The talent identified may be put through a 'Development Centre' using

360-degree feedback and other psychometric tools to verify the talent
and use the outcomes as a basis for development planning.
Source: Emirates Bank: The Search for Talent
4 0 4 HUMAN RESOURCES
In this model, the business heads, together with HR classified
their managers into four categories. The process was carried I don’t -feel as if I have any prospects with this
out openly. Those classed as 'dead wood' were not expected to company. I’m looking -for a job elsewhere.
remain in that category for long. This category was designed
to make managers aware of the need to ensure that they did
not keep such people in their units but either move them up
through training or move them out. I ju s t don’t have time to go to any of the training
courses the company offers.
Language focus: Vocabulary of skills, m otivation and
training

1 Find the words 1-10 in the text. Are they nouns, adjectives, I don’t feel as though I’m working for a very
verbs or phrases? interesting company.
1 stakeholder (Reading 2) a a strong interest and wish to
do something

2 prospects (Reading 2) b the possibility of having When I joined the company the only or'vey\tailon I
future success at work received was about health and safety.
3 orientation (Reading 2) c not good enough

4 proficient (Reading 2) d training or preparation for a

new job The company runs some good training courses but
5 groom somebody e skill in making the correct I am not sure why these subjects are offered. I
(Reading 3) decisions don’t think th a t they will make me more proficient
a t my job.
6 competencies (Reading 3) f highly skilled and
experienced

7 acumen (Critical analysis) g skills that are needed to do a

job well None of the people in my department seems to be
8 passion (Critical analysis) h somebody who is involved very loyal to the company.
in an organisation or
company and has an interest
in its success
I don’t think I can realise my potential within the
9 inadequate (Critical i performance data from company - I want more challenges!
analysis) superiors and subordinates

10 360-degree feedback j to prepare somebody for a

(Critical analysis) special job Work in small groups. Think about how you are going to
address the comments above. You should also address:
2 Match the words with the correct meaning. orientation for new employees
identifying competencies you need to develop amongst staff
Output: Design a training program m e to help retain staff identifying future leaders
improving the passion amongst the team as a whole
Stage 1
improving the business acumen of top managers.
Imagine that you work for a large multinational which is
currently expanding its business. As a class, decide what area of Stage 2
business you are in and where the company is based. Work in pairs. Design a programme for staff training at your
In the past, the company has had a number of problems company.
in recruiting and retaining suitable employees. Read the Stage 3
comments which were made on a recent survey of the company Report back to the rest of the class.
employees.

4 HUMAN RESOURCES 4 1
4.3 Skills: Job interviews

Learning outcom es
Ask and answer questions effectively at job interviews as a
candidate and as an interviewer.
Use some common collocations for job interviews.
Ask difficult questions diplomatically by using indirect questions.

Introduction Language focus 1: Collocations for jo b interviews ca

1 What sort of information should there be in a job Some collocations, like future career are frequently used in job
advertisement? interviews. Find other common collocations for job interviews
by matching the words 1-7 with the words a-g.
2 Look at the advertisement below for a job in a Singapore
hotel and discuss the questions in pairs. 1 career a responsibility
2 attracted to b points
1 Do you agree that the qualities required of the candidate are
3 make c a job
important for this type of job?
4 interpersonal d a decision
2 What other qualities do you think are important?
5 take on e skills
3 Would the qualifications required be the same in your country?
6 strong f a problem
7 handle g prospects

Company name: Blue Ocean Consultancy

Employer type: Hotel / Resort jobs
[Consultancy Listening 1: Job interview at a hotel
c&:
Position type: Front desk
Job title I function: Front Office Officers (Hotel)
Location: Singapore, Singapore You are going to listen to some extracts from job interviews.
Salary: SGD 1,500 monthly You will hear graduates of a Hotel and Catering Management
Job description: You must be eloquent, have excellent English course being interviewed for a job in a hotel in Hong Kong. The
communication skills and experience of customer service in the
job is for trainees who want to work in front office in a hotel.
hospitality industry.
You must possess relevant experience in Front Office operations 1 Listen and note down the questions asked by the interviewer.
in a reputable hotel.
1 Does she ask any of the questions you had in exercise 3 in the
You are expected to provide professional customer services for
our clients. Introduction?
Job requirements: Must possess the following: Does she ask any different questions?
1 a bachelors degree in HRM
Listen again and answer these questions.
2 three or more years of relevant working
experience with employer's testimonials What answers does the interviewee give?
Benefits and other information: Annual leave, uniforms, 2 Are any of the answers the same as ones you talked about in
medical leave, hospitalisation and health insurance coverage,
exercise 3 o f the introduction?
training and development, etc.
3 Do you think she answered them well?

3 Work in two groups. Group A: You are responsible for

recruiting the right person for the job in the advertisement.
Group B:You are applying for the job in the advertisement.
1 In each group, make a list o f questions that you would ask.
2 Swap papers with the other group and make notes about what
answers you would give.
3 Share your questions and answers with the rest of the class.

V
4 2 4 HUMAN RESOURCES
 Listening 2: Talking about your weaknesses 2 Look at these questions and decide whether the interviewer
or the candidate asks them. Write I (interviewer) and C
(candidate) next to each one.
O ne o f th e m ost difficult questions candidates are o ften asked 1 How much money do you want to earn?
at an in te rv ie w is to ta lk ab o u t th e ir weaknesses. 2 Are there any opportunities for training?
Listen to tw o candidates ta lkin g a b o u t th e ir weaknesses. 3 What will I have to do in the first three months if I get the job?
4 What was the most difficult situation you have ever handled?
W hich one do you th in k gives a b e tte r answer? Why?
5 Why should we hire you?
6 How is the department organised?
Listening 3: Questions for the interview er
7 Will I be able to work at the front desk?

a m 3 Now make the questions in exercise 2 more diplomatic by

1 Imagine you are one of the candidates at the interview in changing them into indirect questions. Sometimes you need

Hong Kong and answer these questions. to change some other words in the question too, e.g. get
promotion quickly-* opportunities for promotion.
1 What questions would you ask the interviewer?
2 What questions would you NOT ask? Write down three questions. Intercultural analysis
2 Listen and see if the candidates' questions are the same as
Discuss the following questions about job interviews in pairs.
yours.
1 What should you wear for a job interview?
3 Listen again and answer the following questions. 2 Should you try to have small talk?
1 What mistake does Candidate 1 make regarding where she wants 3 When the interviewer asks about your achievements, should

to work? you be modest or should you 'sell yourself and perhaps

2 What is Candidate 1's second question? Do you think this is a exaggerate your experience and achievements a little?

good question? 4 What topics should you avoid asking the interviewer about?

3 What answer does the interviewer give her? Do you think the answers to these questions might depend on

4 What question does Candidate 2 ask? which country you are in or on the culture of the organisation?

5 What does the interviewer say she will do? What differences might there be depending on the country or

6 Why does the interviewer have to do this? culture?

Language focus 2: Asking questions diplom atically

O utput: A jo b interview
There are ways of asking difficult questions in an interview
which make them more acceptable. Stage 1
Look at the advertisement in the Introduction for a job in
1 Look at the following two ways of asking the same question, front office of a hotel in Singapore. Work in two groups, A
then answer the questions below. (candidates) and B (interviewers).
a What are your strengths and weaknesses? Group A
b What do you think your strengths and weaknesses are? 1 Think about the questions you expect to be asked and
1 Which one is better to use in an interview? Why? prepare your answers.
2 Which one is an indirect question?
2 Prepare some questions you would like to ask.
3 What happens to the verb when you make a question indirect?
If you are an interviewer, you can begin a diplomatic question Group B
with What would you s a y ...?, or What/Why do you think...?, as 1 Prepare the questions you want to ask the candidate, and

in the examples above. decide who will ask what.

If you are a candidate, you can begin a diplomatic question with 2 Think about the questions you expect the candidate to ask,
I would like to know or ask a b o u t /if ... Could you tell me ab o u t...? and decide how you will answer them.
For example, instead of saying How can I get promotion quickly?, You can use questions that you prepared in the Introduction

you could say: exercise 3. Look back at the work on collocations in Language
focus 1. Could you use these in your questions?
I would like to know about the opportunities for promotion.
Could you tell me about the opportunities for promotion? Stage 2
But be careful! Don't ask questions that would not be Work with a partner from the other group and conduct the

acceptable to ask at an interview. interview.

□* Watch Sequence 2 on the DVD to find out m ore about m a n a g in g people.

4 HUMAN RESOURCES 4 3
Writing 2: Covering letter for a job application

Learning outcom es
Use vocabulary to highlight skills and achievements.
Be aware of the target reader when writing.
Write an effective covering letter for a job application.

In tro d u c tio n
-
1 Think of any experiences you have had of applying for a job.
Which of the following documents did you have to send in?
a curriculum vitae (or CV) /a resume
an application form
your certificates or diplomas
a covering letter Language focus 1: A strong opening

2 Did you apply for the job by post, via email or online? 1 Look at the advertisement below for an associate manager in
Human Resources at Procter & Gamble in China. What kind of a
3 Put the following in the order they usually occur in the main
person do you think they are looking for? Consider these areas:
body of a covering letter.
qualifications, work experience and personality.
a Q your address and contact details
2 Now look at the opening paragraph of a covering letter
b Q your name
for the job. Why is this not a strong opening? How would you
c O when you are available for an interview
change it?
d Q what your qualifications are
e | | your employment history
f Q your personality Dear Sir,
g Q the position you are applying for A s I was browsing the Internet this morning, as I usually do,
h Q where you saw the advertisement I came across your advertisement for an associate manager
i O why you are interested in the job in Human Resources, which grabbed my attention. I have
always been interested in China, and would love to have the
4 Which of the above should you give more detail of in the CV
opportunity to live there. But let m e begin by introducing
or application form?
myself: my name is Marvin Saunders and I am 28 years old.
5 What information about your personality should you include
when you apply for a job?

« o o

BG
Job D e s c rip tio n • ensuring th a t the program s designed to a ttract and
Associate m anager in Human Resources D epartm ent in retain our employees are executed in a high-quality and
China 'zero defect' manner.

D e s c rip tio n P r im a r y w o r k lo c a tio n : Beijing/G uangzhou/Tianjin

R esponsible for:
Q u a lific a tio n s :
• supporting one or more specific core HR systems and
• Bachelor degree or above
processes at the corporate level or on a site.
• shows strong leadership, direction setting, and guiding
• helping line m anagem ent in preparing th e ir organisation
others
to deal w ith change, which is the main constant in a very
• excellent critical thinking / problem -solving abilities
com petitive global marketplace.
• strong skills in creativity, innovation, initia tive, follow -
• working w ith line m anagem ent to increase the
through, com m unication, and p rio rity setting
em ployees' capability and co m m itm e nt to the company.
• solid interpersonal skills and team -building abilities
• strong English com m unication skills
44 W R IT IN G 2: CO VER IN G LETTER FO R A JOB A P P L IC A T IO N
3 Rewrite th e o pe n in g paragrap h so th a t it is a strong openin g. 2 It can be useful to summarise some of your key contributions
Use th e fo llo w in g g uidelines to help you. as bullet points, especially if you have a lot of relevant previous
1 In your opening sentence, you should say what position you are experience:
applying for and where/when you saw the advertisement. As ouilmeA in my CV, my key contributions in my previous
I would like to /I am writing to apply for the position of... advertised in positions inciude:
(name o f newspaper)/on the website o f ...o n (date). • Training a n d monitoring trainees in t)ie departm ent
2 Next, say in one or two sentences why you are the right person • Preparing a n d presenting monthly reports
for the job. Look at these examples from two different application
Imagine you are applying for the job in the advertisement.
letters, one from a less experienced and one from a more
What three key points would you list? Think of your own
experienced applicant.
previous work experience, or use your imagination.

I have recently graduated with honours from the Harvard In te rc u ltu ra l analysis
Business School, and have just completed an internship with
Look at the following extracts from covering letters. Would you
Prudential. M y qualifications and recent experience, as w ell as
write this in a covering letter? Why/Why not? Does it depend in
my organisational and communication skills, make me an ideal
candidate for the international trainee programme. which country you are applying for a job?

I have wanted to be a successful business person

With a proven track record of success in finance and since I was a child.
accounting, I believe my experience would contribute greatly
to the continued success of Citizens Bank. I have enclosed
my resume to provide an overview of my achievements and
qualifications. In my previous job, I learned the virtue of discipline
and the importance of a strong work ethic.

a
Language focus 2: H ig h lig h tin g s k ills a nd > 3
I perform ed as a self-starter and became
a chieve m e nts V
indispensable to my departm ent.
In the body of a covering letter highlight your key skills and
achievements and tell the employers how you will contribute
to the organisation. Use positive action verbs, such as: achieve, I am confident that I will be able to make an immediate
build, develop, contribute to, acquire, lead, manage, gain, and positive impact on your company after I join.
implement.

1 Underline the correct verb to complete these sentences.

O u tp u t: A p p ly in g fo r a jo b
1 In my current position, I have achieved/gained/led good
Stage 1
computer skills.
You are applying for the job as associate manager in Human
2 During my studies, I acquired/ managed/ implemented a wide-
Resources at Procter & Gamble in China. Write a covering letter
ranging knowledge of HR management.
for your application.
3 In my previous position as team leader, I contributed to/managed
/implemented a team o f five administrative assistants who Your letter should have the following parts:
reported to me. 1 A strong opening: state what job you are applying for, where
4 As assistant manager, I was responsible for acquiring/leading/ you saw the advertisement and why you are interested in / a
implementing the strategies developed by the management team. suitable candidate for the job.
5 Graduating at the top of my class, I achieved/ built/ contributed to 2 A main body: highlight your skills, experience, achievements
one of the highest marks on my final project. and relevant personal characteristics.
6 As a student I regularly built/managed/contributed to the 3 A conclusion: state when and where you will be available for
university magazine. an interview, how you can be contacted and end politely (for
7 My work in this area has allowed me to contribute to /b u ild /le a d example by saying that you look forward to the interview or
the skills needed to do the job. meeting).

Stage 2
Exchange letters with another student and give each other
feedback. What are the strong points of each letter? What
improvements can you suggest?

W R IT IN G 2: CO VER IN G LETTER FO R A JOB A P P L IC A T IO N 45

 M anaging organisations

Learning outcom es
Discuss the stages o f the life cycle o f an organisation.
Recognise and use adverbs o f degree.
Discuss an organisation's problems at different stages o f the life cycle.

Introduction

Discuss the following questions.

Which o f the follow ing companies w ould you prefer to work for?

One th a t has just started up w ith a lot of creative th in kin g

needed by a small group of people.

One where you know exactly what you have to do w ith a lot of
control from senior management.

One where there is a lot of team w ork and everybody has a

chance to make decisions.
2 Match the words and phrases 1-4 with words with a similar
meaning a-d. Use a dictionary to help you if you are not sure.
1 leadership /
a independence Michi
-
-
Can you think o f any advantages and disadvantages o f working link
ra
2 autonom y b command
⑥
⑨

for the above types o f company?

3 control c bureaucracy quanlien
What dangers can there be when companies try to grow? What
-
about if companies just stand still? 4 red tape
work
d direction chictar.
too much paper

3 Complete the sentences using vocabulary from exercises 1

Language focus 1: Key vocabulary for company life cycles
and 2.
1 Complete the table with the correct form of the words.
1 Advertising and design jobs require.
creativity .. You need

V erb N oun people w ith good ideas.

leadership
2 The new team needs________ . .They are not sure w hat theii
create 1 crejJtlvity
exact role is.
collaboration
3 The new product is a ________ . between the New Zealand
2 dive direction
branch and the Japan branch.
4 We are not going to invest in this country - there are too many
delegate mythat
conquer 3 delegation
red-laps
rules, w hich means there is to o m u c h _____________

4 coordinate coordination
Pho hop this
1 visit
delegate
5 If you have to o much work to do, you sh ou ld _____________
him
nique tins
some w ork to your subordinates.
->
hop fac
collaborate 5
hinay-nt Reading: Stages of Greiner's growth model
6 innovate innovation I creativity
threw Larry Greiner, Professor of Management and Organisation,
upgrate sih make
Marshall School of Business, developed a theory of
-

organisational growth.
He said that growing organisations move through five stages ol
evolution each followed by a crisis and a change.
5 4 6 MANAGING ORGANISATIONS
 M anaging organisations

Learning outcom es
Discuss the stages o f the life cycle o f an organisation.
Recognise and use adverbs o f degree.
Discuss an organisation's problems at different stages o f the life cycle.

Introduction

Discuss the following questions.

Which o f the follow ing companies w ould you prefer to work for?

One th a t has just started up w ith a lot of creative th in kin g

needed by a small group of people.

One where you know exactly what you have to do w ith a lot of
control from senior management.

One where there is a lot of team w ork and everybody has a

chance to make decisions.
2 Match the words and phrases 1-4 with words with a similar
meaning a-d. Use a dictionary to help you if you are not sure.
1 leadership direction a independence
Can you think o f any advantages and disadvantages o f working
2 autonom y independence b command
for the above types o f company?
3 control command c bureaucracy
What dangers can there be when companies try to grow? What
about if companies just stand still? 4 red tape bureaucracy d direction

3 Complete the sentences using vocabulary from exercises 1

Language focus 1: Key vocabulary for company life cycles
and 2.
1 Complete the table with the correct form of the words.
1 Advertising and design jobs require. creativity.. You need
V erb N oun people w ith good ideas. leadership
direction . .They are not sure w hat theii
2 The new team needs________
create 1 crejJtlvity
exact role is.
collaboration
3 The new product is a ________ . between the New Zealand
2 direct direction
branch and the Japan branch.
thatev delegation
4 We are not going to invest in this country - there are too many
delegate in 3
bureaucracy/ redtape
rules, w hich means there is to o m u c h _____________
isone 5
4 coordinate coordination Thothop thathim delegate
If you have to o much work to do, you sh ou ld _____________
some w ork to your subordinates.

collaborate 5
collaborationshopsin Reading: Stages of Greiner's growth model
6 innovate innovation creativity
I

make ith
new Larry Greiner, Professor of Management and Organisation,
up grade
Marshall School of Business, developed a theory of
organisational growth.
He said that growing organisations move through five stages ol
evolution each followed by a crisis and a change.
5 4 6 MANAGING ORGANISATIONS
1 Read the article quickly and complete the four crisis names on the graph.

Growth model

S ta g e I C r e a tiv ity / L e a d e r sh ip Stages of Organisational Growth

The first stage o f organisational growth is called
creativity. This stage is dom inated by the founders o f
-
l
the organisation, and the emphasis is on creating both a ^
5 product and a market.
The founders are often good entrepreneurs, who do not
especially like management activities. Their energy is
concentrated on making and selling a new product. o
But as the organisation grows, management problems K
1o occur that cannot just be handled informally. The ™
founders have unw anted management responsibilities O
and there are conflicts between them. °
N

S ta g e 1 D ir e c tio n / A u t o n o m y 00

It is at this point that the crisis o f leadership occurs and

15 Stage 2 begins. W ho is going to lead the organisation and
solve the management problems ? The solution is to get ;
leadership autonomy control red-tape
a very strong manager who is acceptable to the founders ;
and who can pull the organisation closely together. This YOUNG MATURE
Age o f Organisation informal strutue =>
bobe
leads to growth through direction.
flexibl
20 D uring this phase the new manager and key staff take most o f the 40 S ta g e 4 C o o r d in a tio n / R ed t a p e creativity.
responsibility for direction. However, over time lower managers will
-
The solution tends to start the next phase - the coordination
-

increasingly w ant more autonomy. This can lead to what is called stage. This period sees the use o f formal systems for achieving
- -

the crisis o f autonomy. The crisis can be solved by significantly

-
greater coordination, w ith top management as the supervisor. A
-

Naoq-
increasing the am ount o f delegation from the top managers.
-
decentralised model motivates workers at lower levels.
e 45 Yet m ost coordination systems eventually go too far and result in
25 S ta g e 3 D e le g a tio n / C o n tro l -

the next revolutionary period - the crisis o f red tape. This crisis
It is difficult for top managers who were previously successful at
-

m ost often occurs when the organisation has become too large and
being directive to give up responsibility and lower-level managers
complex to be managed through formal systems.
- -
- - >

haven’t had the chance before to make decisions for themselves.

chigia
They have worked as specialists, but n o t decision makers. As a
-
-
S ta g e 5 C o lla b o r a tio n
30 result, many organisations struggle during this phase, while lower-
-
50 To overcome the crisis o f red tape, the organisation m ust move to
level employees become dissatisfied.
-
the next evolutionary period - the phase o f collaboration. W hile
W hen an organisation gets to the growth stage o f delegation, it the coordination phase was managed through formal systems
-

usually begins to develop a -quyz

-

decentralised organisation structure, and procedures, the collaboration phase leads to more freedom

quain
-
- -

which increases motivation at the lower levels. O n the other hand, for management through teams and solving personal differences.
35 the next crisis begins as the top managers think that they are 55 Social control and self-discipline take over from formal control.
increasingly losing control and do n o t have enough power. Greiner is n o t certain w hat the next revolution will be, but
= -

tap alu
trum
-

This crisis o f control often results in a return to centralisation,

- . .
he thinks that employees will become exhausted by too much
which is now inappropriate and particularly disliked by lower-level teamwork and heavy pressure for innovative solutions.
managers who had autonomy. Source: Organizational Growth Cycles, article by Accel-Team

2 Read the article again and decide which stage (1-5) the 3 Discuss the following questions. decision

following sentences refer to.

4
make
1 What skills do you think a manager needs? What about an
x
1 This phase can lead to there being too much bureaucracy. -
entrepreneur?
3
-

2 Lower-level workers are likely to w ant to quit their job. -> 2 Why do you think lower-level managers feel dissatisfied in the
3 A new manager comes in and has a lot o f control in the company. 2 delegation period? +

4 The management focuses on developing a new product and

market. -
1
5 There is most likely to be a lot o f team work during this phase. 5. ->

6 MANAGING ORGANISATIONS 5 5
1 Read the article quickly and complete the four crisis names on the graph.

S ta g e I C r e a tiv ity / L e a d e r sh ip Stages of Organisational Growth

The first stage o f organisational growth is called
creativity. This stage is dom inated by the founders o f
-
l
the organisation, and the emphasis is on creating both a ^
5 product and a market.
The founders are often good entrepreneurs, who do not
-

especially like management activities. Their energy is

concentrated on making and selling a new product. o
But as the organisation grows, management problems
-
K
1o occur that cannot just be handled informally. The ™
founders have unw anted management responsibilities O
and there are conflicts between them. °
N

S ta g e 1 D ir e c tio n / A u t o n o m y 00

It is at this point that the crisis o f leadership occurs and

15 Stage 2 begins. W ho is going to lead the organisation and
solve the management problems ? The solution is to get ;
leadership autonomy control red-tape
a very strong manager who is acceptable to the founders ;
and who can pull the organisation closely together. This YOUNG MATURE
-
Age o f Organisation
leads to growth through direction.
20 D uring this phase the new manager and key staff take most o f the 40 S ta g e 4 C o o r d in a tio n / R ed t a p e
responsibility for direction. However, over time lower managers will The solution tends to start the next phase - the coordination
increasingly w ant more autonomy. This can lead to what is called
-
stage. This period sees the use o f formal systems for achieving
the crisis o f autonomy. The crisis can be solved by significantly greater coordination, w ith top management as the supervisor. A
increasing the am ount o f delegation from the top managers. decentralised model motivates workers at lower levels.
45 Yet m ost coordination systems eventually go too far and result in
25 S ta g e 3 D e le g a tio n / C o n tro l
the next revolutionary period - the crisis o f red tape. This crisis
It is difficult for top managers who were previously successful at
m ost often occurs when the organisation has become too large and
being directive to give up responsibility and lower-level managers
complex to be managed through formal systems.
haven’t had the chance before to make decisions for themselves.
They have worked as specialists, but n o t decision makers. As a S ta g e 5 C o lla b o r a tio n
30 result, many organisations struggle during this phase, while lower- -
50 To overcome the crisis o f red tape, the organisation m ust move to
level employees become dissatisfied.
-
the next evolutionary period - the phase o f collaboration. W hile
W hen an organisation gets to the growth stage o f delegation, it the coordination phase was managed through formal systems
phain guyen
usually begins to develop a decentralised organisation structure, and procedures, the collaboration phase leads to more freedom
-

which increases motivation at the lower levels. O n the other hand, for management through teams and solving personal differences.
ti quan
35 the next crisis begins as the top managers think that they are 55 Social control and self-discipline take over from formal control.
-

increasingly losing control and do n o t have enough power. Greiner is n o t certain w hat the next revolution will be, but
tranquic
in
This crisis o f control often results in a return to centralisation,
- >
he thinks that employees will become exhausted by too much
which is now inappropriate and particularly disliked by lower-level teamwork and heavy pressure for innovative solutions.
-

managers who had autonomy. Source: Organizational Growth Cycles, article by Accel-Team

2 Read the article again and decide which stage (1-5) the 3 Discuss the following questions. make
following sentences refer to. 1 What skills do you think a manager needs? What about an
4
-

->
1 This phase can lead to there being too much bureaucracy. entrepreneur?
2 Lower-level workers are likely to w ant to quit their job. ->
. 73 2 Why do you think lower-level managers feel dissatisfied in the
3 A new manager comes in and has a lot o f control in the company. -> 52 delegation period?
4 The management focuses on developing a new product and ->
1
market.
5 There is most likely to be a lot o f team work during this phase. -> 5

6 MANAGING ORGANISATIONS 5 5
 Critical analysis Situation 1
A small start-up company chooses to have a strict bureaucratic structure
Larry Greiner's theory suggests that people like to make their
own decisions at work. Is this always the case? Why m ight some
so th a t everybody knows their role in the company. => red-tape
people not w ant to make their own decisions about work?
Situation 2
The senior managers o f a company decide to keep the same structure.
-

They have power in this structure but think th a t it is fair as the company is
-

perform ing well. Several talented and lower-level managers are planning
1 Look at these sentences. What is the difference in meaning?
=
on leaving the company. => quite autonomy.
a The crisis can be solved by increasing the am ount o f delegation solution -> delegates more

from to p managers, 1

↑b The crisis can be solved by significantly increasing the am ount o f Situation 3

-
delegation from to p managers. A manager tries to expand the company into new markets. She is told she
does not have the power to make this decision by the board o f directors.
Adverbs of degree grade an action, an adjective or an adverb.
This means that they tell us how much or how little.
->
centralorain more delegate responsibiling
coordination

Situation 4
2 Look at the article and find the adverb forms of these
Workers complain th a t they have to attend too many meetings and come
adjectives. Then complete the rule below. red tape
up w ith too many ideas. =>

1 closely
close_____________
2 increasingly
increasing_____________ Stage 2
3 particularly
particular_____________
Work in pairs. Choose one of the situations above and role play
ly
Adverbs o f degree are usually formed by adding 4 __________ the following. You can invent any details that you need to.
acy
an 5 _____________

3 There are a number of exceptions to the rule above. Situation 1

Underline the adverbs of degree in the following sentences. Student A: You are the manager of the company who thinks th a t the
bureaucratic structure is a good idea.
1 We've been quite successful in setting up incentive schemes;
-

Student B: You are an employee who would like more freedom.

employees are very enthusiastic about them.
-

2 It has been a bit problematic for our company to develop

-

partnerships w ith other organisations. Situation 2

3 The person w ho started the company found that delegating Student A: You are a senior manager who wants to keep the same
responsibility was rather difficult.
-
structure.
4 Com munication in our departm ent is to o disorganised; we need
-
Student B: You are a middle manager w ho w ill leave the company if the
to have a much clearer system.
-
structure does not change.

4 Try to add the missing adverb to these sentences without

Situation 3
looking back at the article.
quite especially) Student A; You are a senior manager who is angry that the manager has
1 The founders are often good entrepreneurs, w ho do not like

2
management activities.
lostenjust
Management problems occur that cannot be handled informally.
made plans to expand into new markets w ith o u t consulting the board of
directors.
increasingly Student B: You are the manager who took the decision to expand into a
3 However, over tim e lower managers will w ant more autonomy.
↑bir.
4 This crisis most often occurs when the organisation has become to new market. You th in k your competitors w ill if you do not react fast.
I very
large and complex.
Situation 4
Output: Discussing organisational growth and decisions Student A: You are a manager who wants workers to feel part of the

Stage 1 company team and decision-making process.

Read situations 1-4 and answer the questions in small groups. Student B: You are a worker who just wants to do the job and be told w hat
to do.
1 Is there a problem? If there is, w hat is it?
2 What can you say about the different situations using Larry
Greiner's theory?
3 What do you think should happen in each o f the situations?
4 How much do you agree w ith Larry Greiner's theory?

5 6 6 MANAGING ORGANISATIONS
 1) famer
Learning outcom es y coffee
Learn about the theory o f supply-chain management.
Use collocations connected w ith supply-chain management. >heyburger to unpare

? Design a supply chain. 9) transporter.

3) manugachever

Logicic I
supply chain 6/ relate w

2/c01feeshop
↑
Introduction oswairer
The supply chain describes the suppliers, storage facilities, 8 /
customer /
-
-

retailers and modes of transport which are all involved in

<

getting the product from its original source to the end user.
- -

1 Look at the photos showing part of the supply chain of coffee.

1 W ho are the people involved in th e supply chain?
2 What stages does a coffee bean go through to get to the
have
customer?
I
tell to cogge buyer->packagetransported
to manage
here

3 The supply chain is also connected w ith the flo w o f information. groundofrese
- >

sell to deviles
W hat inform ation do you th in k th a t the different people in the -> we

copee shop
toy
to

supply chain need? ·where, price transport -> end

·
quality shoved

Language focus: People involved in the supply chain

1 Match the people who can be involved in the supply chain

with the correct definition.

1 manufacturers a shops w hich sell the finished

=
(
product

2 wholesalers b the producers o f the finished

product
Listening 1: The supply chain and its functions
3 suppliers c people w h o buy the finished
product

4 retailers d organisations w h o sell the finished Business view

:
product via the Internet Professor Oleg Zaikin works at the Warsaw
School o f C om puter Science, Poland. He
5 e-tailers e companies w hich sell the finished
has w ritten extensively on Com puter
product to different shops
Science and Supply Chain Management.
6 end users/consum ers f companies offering the raw
material or partly finished goods to
/

other companies

2 Use the vocabulary above to describe people you identified

k\
in the supply chain for coffee.
1 What do you think the functions of a supply chain are? Look
Example: The farmer is a, supplier to ti-ie coffee companies. at the slide on page 65 from Professor Oleg Zaikin's lecture.
What do you think he will say?

6 4 1 SUPPLY-CHAIN M ANAGEM ENT (SCM)

 Learning outcom es
Learn about the theory o f supply-chain management.
Use collocations connected w ith supply-chain management.
Design a supply chain.
↓

1) famer, co

Introduction

The supply chain describes the suppliers, storage facilities,

retailers and modes of transport which are all involved in
getting the product from its original source to the end user.

1 Look at the photos showing part of the supply chain of coffee.

1 W ho are the people involved in th e supply chain?
2 What stages does a coffee bean go through to get to the
customer?
3 The supply chain is also connected w ith the flo w o f information.
W hat inform ation do you th in k th a t the different people in the
supply chain need?

Language focus: People involved in the supply chain

1 Match the people who can be involved in the supply chain

with the correct definition.

1 manufacturers * b a shops w hich sell the finished

-
product

2 wholesalers e b the producers o f the finished

product -

Listening 1: The supply chain and its functions

3 suppliers ↳ c people w h o buy the finished
g product /

4 retailers a d organisations w h o sell the finished Business view

product via the Internet / Professor Oleg Zaikin works at the Warsaw
School o f C om puter Science, Poland. He
5 e-tailers d e companies w hich sell the finished
has w ritten extensively on Com puter
product to different shops
Science and Supply Chain Management.
6 end users/consum ers f companies offering the raw
C
material or partly finished goods to
other companies

2 Use the vocabulary above to describe people you identified

k\
in the supply chain for coffee.
1 What do you think the functions of a supply chain are? Look
Example: The farmer is a, supplier to ti-ie coffee companies. at the slide on page 65 from Professor Oleg Zaikin's lecture.
What do you think he will say?

6 4 1 SUPPLY-CHAIN M ANAGEM ENT (SCM)

 Listening 3: Decision-making phases of SCM
Functions of a supply chain
• Receiving and 1 _____________ customer requests 0D E 1
• New product 2 _____________ 1 Professor Oleg Zaikin talks about the three key decision­
• Marketing making phases of supply-chain management. Listen and
• Production 3 _____________ complete the slides below.
• Distribution
• Finance
• Customer 4 _____________
Each stage in the supply chain is connected through the 1 Supply-chain strategy / design decision
5 _____________ of materials, the products, information and - long term and very expensive
funds. These flows often occur in 6 _____________ directions. Decisions about:
• how to 1 ___________ the supply chain
• how to configure the supply chain
2 Listen and complete the first part of Professor Oleg Zaikin's
• how 2 ___________ will be allocated
lecture.
• w hat 3 _ __________ each stage will involve
3 What do you think Professor Oleg Zaikin means when he says
that information in the supply chain flows in both directions? Can
you think of some examples of this in the supply chain for coffee?

Transferable skill: Noticing and learning collocations

2 Supply-chain planning
Any language contains many collocations (words which are
- 1 ___________ 3 months to a year
often used together).
Goal of planning: to ? _ _ _ _ _ _ _ _ the supply-chain surplus
When you learn new vocabulary, it is a good idea to learn
As a result of the plan, companies define a set of
the whole collocation, e.g. make a decision not to make and 3 ______________________ that 4 ___________
a decision separately. This helps you to communicate more
operations follow.
fluently.
When you talk about the supply chain, there are a number of
collocations which are useful because they are often used in
this context.
Complete the verb-noun collocations using these verbs. The 3 Supply-chain operations
meaning of the verbs is given in brackets. - time frame is 1 _ _ ______or daily
- during this phase decisions are made about an individual
configure raise incur allocate set handle maximise
2
generate
Goals of supply-chain operations:

1 1
the overall value {make the m ost of) maximise • to deal with 3 ____________ orders

2 the supply chain surplus (increase) raise • to allocate production resources to meet 4 ____________

3 revenue (create)
generatehasa one
orders
• to 5 ___________________________ . .__________ __ when

5
4 costs {cause)
resources (assign)
allocate -> nhanbo" an order is to be filled
6 orders (deal with) handle -> squye • decide the mode and 6 ____________ of delivery
7 a d a te /th e mode and schedule o f delivery (fix) set
8 the supply chain (coordinate) configure 2 W ork in pairs. Close your book and te ll your partner w ha t
you can rem em ber a bo ut supply-chain strategy, supply-chain
planning and operations. While you listen to your partner, listen
fo r some o f the key vocabulary from the slides in exercise 1 and
give your partner feedback.
Before you listen, try to answer the following questions. Then
listen and check.

1 What is the main purpose of the supply chain?

2 Why do decisions about the supply chain have such a big

impact on how successful companies are?

2 SUPPLY-CHAIN M ANAGEM ENT (SCM ) 6 5

 Listening 3: Decision-making phases of SCM
Functions of a supply chain
• Receiving and 1 _____________ customer requests 0D E 1
• New product 2 _____________ 1 Professor Oleg Zaikin talks about the three key decision­
• Marketing making phases of supply-chain management. Listen and
• Production 3 _____________ complete the slides below.
• Distribution
• Finance
• Customer 4 _____________
Each stage in the supply chain is connected through the 1 Supply-chain strategy / design decision
5 _____________ of materials, the products, information and - long term and very expensive
funds. These flows often occur in 6 _____________ directions. Decisions about:
• how to 1 ___________ the supply chain
• how to configure the supply chain
2 Listen and complete the first part of Professor Oleg Zaikin's
• how 2 ___________ will be allocated
lecture.
• w hat 3 _ __________ each stage will involve
3 What do you think Professor Oleg Zaikin means when he says
that information in the supply chain flows in both directions? Can
you think of some examples of this in the supply chain for coffee?

Transferable skill: Noticing and learning collocations

2 Supply-chain planning
Any language contains many collocations (words which are
- 1 ___________ 3 months to a year
often used together).
Goal of planning: to ? _ _ _ _ _ _ _ _ the supply-chain surplus
When you learn new vocabulary, it is a good idea to learn
As a result of the plan, companies define a set of
the whole collocation, e.g. make a decision not to make and 3 ______________________ that 4 ___________
a decision separately. This helps you to communicate more
operations follow.
fluently.
When you talk about the supply chain, there are a number of
collocations which are useful because they are often used in
this context.
Complete the verb-noun collocations using these verbs. The 3 Supply-chain operations
meaning of the verbs is given in brackets. - time frame is 1 _ _ ______or daily
- during this phase decisions are made about an individual
configure raise incur allocate set handle maximise
phanka 2
generate gayra
Goals of supply-chain operations:
I

1 maximise the overall value {make the m ost of) • to deal with 3 ____________ orders
h.
-

1
2 raise the supply chain surplus (increase)
• to allocate production resources to meet 4 ____________
orders
3 generate revenue (create)
4 in cur costs {cause) • to 5 ___________________________ . .__________ __ when
-

5 allocate resources (assign)

. -
an order is to be filled
handle • decide the mode and 6 ____________ of delivery

armatin
6 orders (deal with)
7 Set a d a te /th e mode and schedule o f delivery (fix)
=

8configure the supply chain (coordinate) 2 W ork in pairs. Close your book and te ll your partner w ha t
you can rem em ber a bo ut supply-chain strategy, supply-chain
planning and operations. While you listen to your partner, listen
fo r some o f the key vocabulary from the slides in exercise 1 and
give your partner feedback.
Before you listen, try to answer the following questions. Then
listen and check.

1 What is the main purpose of the supply chain?

2 Why do decisions about the supply chain have such a big

impact on how successful companies are?

2 SUPPLY-CHAIN M ANAGEM ENT (SCM ) 6 5

 3 Think about the goals and functions of a supply chain. Here is Are there any other important decisions to make that are
a simple diagram of a supply chain for clothing export in Hong particular to your country or the neighbouring countries?
Kong. In pairs, discuss the following questions, using some of Remember that your goal is to maximise the supply-chain
the vocabulary you heard Professor Oleg Zaikin use. surplus. What issues will you need to think about to make sure
this happens?
Hong Kong C lo th in g E xport Overseas m arkets
Stage 2
G overnm ent Draw a diagram to illustrate your supply chain. Show it to
agencies
another group and talk them through the supply chain that
p. ^
you have designed. Before you talk about it, look again at the
Fabric and __ Buying offices
C lothing
accessory manufacturers Sourcing Retailers ^ C o n s u m e r s collocations you learnt in Transferable skill and prepare to use
suppliers v agents *
some of them in your description.

Forwarders and
carriers
• Flow o f inform ation
• Flow o f merchandise

1 W hat resources need to be allocated at th e start o f the project?

2 W hat are some o f th e processes at each stage o f the supply chain
for the Hong Kong manufacturer?
3 H ow could the com pany try to maximise its supply-chain surplus?

Intercultural analysis

One o f th e criteria for a successful supply chain is tim e

managem ent; all th e participants agree on w hen a particular
process should be com plete. It is im p o rta n t to keep to this
deadline or there w ill be delays in other parts o f th e supply
chain.
In some cultures, people see tim e / appointm ents / deadlines as
flexible; in other cultures, it is im po rta n t to always be punctual.
This can be an intercultural problem . Have you had any
experience o f this? How can this problem be managed?

1
Output: Making decisions about a supply-chain strategy

Stage 1
Work in small groups. You are responsible for the supply chain
of a new soft drink that will be sold in the country you are
in now and in its neighbouring countries. Think about the
following points: fruit,
1 W hat ingredients w ill you need for th e soft drink? water, sugar;flavour
-

2 Where will you buy th e m and h o w will you get th e m to your

production facility?
whoman six set bitofchain.?
3 Where w ill the production facility be?
-

4 W hat packaging will you need? Where will you get it from and
how w ill you g e t it to the production facility?
5 Where will you have your warehouses so th a t the p roduct can
easily be distributed?
6 How will you get the product to th e customers?
7 W hat sort o f retail o u tle t (shops / restaurants / fitness studios) will
you target?

them
do
6 6 1 SUPPLY-CHAIN M A NA GEM EN T (SCM)
Learning o u tco m es
Learn about a company's innovative approach to SCM.
Use zero, first and second conditionals.
Discuss the internal and external issues influencing SCM.

| " \
Profile: IKEA VR this
metal ver
teas Reading 1: Introduction to IKEA's supply chain

IKEA sells more furniture and products for the hom e 1 You are going to read a text about IKEA's supply chain. What
such as lamps and photo frames than any other company do you know about IKEA? Have you ever bought anything there?
of this type in the world. It operates in more than 38 2 IKEA tries to operate in a sustainable way. What do you think
different countries. It was the first com pany to sell flat- sustainable means? Read the first part of the article and check.
vatrenhig many vet, hetag
pack furniture on a wide scale. Flat-pack furniture is
o

packed in smaller, flat packs that take up less space and

-
Businesses have to think about the long-term effects of
it can be taken hom e by the customer w ithout a delivery providing the goods and services that consumers want.
van. The customer m ust then put the furniture together Organisations try to operate in a sustainable way. This
themselves. This means that IKEA can keep prices lower
-
means that they supply goods in a way that is of benefit
as there are lower costs for storage space and distribution,
- ④
j s to both customers and the environment. Customers do not
v______________________________________________ always know where goods have come from or the stages
through which they pass before they are ready for sale.
One of the ways in which IKEA tries to include the
Introduction
customer in its supply chain is by being open about how it
As you can see from the company profile of IKEA, the customer | 10 operates; the company makes information about its supply
is much more part of the supply chain than in the past - the chain available on its website.
customer is not just the end user; they play a role in the chain
In the information about its supply chain, IKEA has
divided it into three stages:
by assembling, collecting and delivering the product.
save time
• raw materials (the primary sector)
1 What are the advantages of this for the customer? shipings cst. j 15 • manufacturing (the secondary sector).
-
-

• distribution and retailing services (the tertiary sector).

2 What are the advantages for the company?

3 Would you prefer to pay more for a product, e.g. a bed, which
3 Now discuss the following questions.
is delivered to your house and put together by the company, or
1 How im p ortan t do you th ink it is for companies to be open about
pay less and transport and assemble the bed yourself?
their supply chain?
2 W hat inform ation do you expect the com pany to give about the
different sectors?
The Marketing Mix Language focus: Marketing terminology

The marketing mix (also known as 1 Find these phrases in the introduction and Product section of
the 4Ps) is used by business to help the article and match them with the correct definition, a or b.
them to reach their objectives and
to plan and visualise their strategy. 1 controllable variables
These 4Ps are controllable variables, ⑧
a factors w hich are under the company's control
which have to be carefully managed b factors w hich control the company
and must meet the needs of the
2 a USP (Unique Selling Point)
defined target group of customers.
a an exclusive place where the product is sold
Product ⑧
b an exclusive feature o f the product th at no other com petitor
When placing a product w ithin a market many factors and decisions product has
have to be taken into consideration. These include:
3 prem ium pricing strategy
Product design: Will the design be a USP (Unique Selling Point) for the
organisation as we saw w ith the Apple iMac or iPhone? ⑧
a a strategy o f high prices
Product quality: Quality has to be consistent w ith other elements of the b a strategy o f com petitive prices
marketing mix. A premium pricing strategy has to reflect the quality a 4 target market
product offers.
a aims and objectives o f the com pany in a specific market
Product features: W hat features will you add that may increase the
benefit offered to your target market?
&
b group o f customers tha t the com pany is aim ing its products at
Branding: A brand is a tool which is used by an organisation to 5 differentiate itself from the com petition
differentiate itself from competitors. Think about the Nike logo and how -
a show clear differences from com petitor products
this influences people's ideas on the product. ⑦
b avoid differences w ith com petitor products

Price 2 in groups, discuss these terms for some premium-priced

Pricing is one of the most im portant elements o f the marketing mix,
products that you know well such as computers, mobile
as it is the only one of the 4Ps which generates a turnover for the
organisation. The remaining 3Ps are costs for the organisation. Pricing phones, cars, cosmetics or a clothing brand.
should take into account the following factors: costs of producing the 1 W hat are their USPs?
product, prices competitors charge, company objectives, target group and
2 W ho is their target market?
willingness to pay.
There are three main pricing strategies an organisation can adopt: 3 Are the buyers and end users the same people?
1 Penetration pricing - the organisation sets a low price to increase 4 How do these products differentiate themselves from the
sales and market share. com petition?
2 Skimming pricing - the organisation sets an initial high price and
5 What are some o f the variables the com pany can control when
then slowly lowers the price to make the product available to a wider
market. The objective is to skim profits off the market layer by layer. they decide the marketing strategy for these products?
3 Competition pricing - setting a price in comparison w ith competitors.
Reading 2: Group reading on the 4Ps
Place Manufacturer Manufacturer
This refers to how an organisation will Work in groups of three. Student A reads the paragraph about
distribute the product or service they are Wholesaler Price, Student B reads about Place and Student C reads about
offering to the end user. The organisation 1
1 Promotion. Answer the questions below on your paragraph and
must distribute the product to the user at Retailer
the right place at the right time. make notes.

There are tw o channels of distribution Consumer Consumer

Price
they can use:
1 How is Price different from the other 3Ps?
1 Indirect distribution involves distributing your product by the use of
a 'middlem an', for example a manufacturer can sell to a wholesaler 2 What are th e differences between penetration pricing, skimming
and then the wholesaler sells to the retailer. pricing and com p etitio n pricing?
2 Direct distribution involves distributing direct from a manufacturer
to the consumer - for example, Dell Computers selling directly to its Place
target customers. The advantage of direct distribution is that it gives 1 W hat does Place mean to the organisation?
a manufacturer complete control over the product. 2 W hat is indirect distribution? W hat is direct distribution?
Promotion Promotion
A successful product or service means nothing unless the benefits are
1 Why is Promotion im p o rtan t to the company?
communicated in an effective message delivered on a channel that
is seen or heard by the target market. Examples of channels include 2 W hat examples o f prom otion channels are given?
advertising, public relations (developing positive relationships w ith the
media), personal selling (selling a product or service one-to-one), direct
#tro in-store promotions, etc. Companies with
mail, sports sponsorships,
effective message strategies include: Nike Just do it and Toyota: The car
in fron t is a Toyota.
Source: Article on the Learn Marketing website

9 M A RK ETING STRATEGY 8 3
 MARKetingmix (83)
-> controllable variables
* product
·
productdesign:USP
&
quality · => premium pricingSTRATEGY
· 1/ features :

differentiate itself from competitor

⑨ 1/
Branding ·

pRiCe
*

·
penetration pricing:a low price -
increase sales marketshare
and

skimming 1/ · an initial high price ->

slowly lowers
·
competition a
comparison with competitors.
PLACE
*

·
indirect distribution:manufacture wholesaler -> Retailer
->

· direct distribution:Manufacture customer. -> customer

->

promotion
*

->
public relations, personal
advertising, selling, direct mail,
sport sponsorships, in-store promotion.
10 Custom er relationship
m anagem ent (CRM)
10.1 Theory: C R M as a p a rt of business m anagem ent

Learning outcom es
Discuss reasons for buying products and services.
Learn business-related com pound expressions.
Be familiar w ith and apply the theory o f CRM.

Introduction

1 Think about a product or service you have bought or used

recently, for example:
an electronic device
↓ C
a meal in a restaurant
CRM concerns the relationship between the organisation
a business newspaper, magazine or subscription to a website and its customers. Customers are the m ost im portant
an item in your weekly shopping. factor for any organisation, w hether it is a global pers
Why did you choose this product or service rather than one sold 5 corporation w ith
smallnumber
thousands of employees or one
a sole trader
by a competitor? w ith a handful of regular customers. CRM is the same in
- -

principle for these two examples - it is the scope of CRM

2 How important are the following when you buy a product or # quic
w hich can vary drastically.
service? -
1 z 2 _____________________________________________
e
quality custom er service convenience advertising io Successful organisations use three steps to build
-

recomm endations from your friends custom er relationships:

-

1 make sure th at the custom er’s goals and the

ainmaies #
Are there any other factors which help you to choose? organisation’s goals are met datct you
--
-

2 establish and keep a good relationship w ith customers

3 Think again about the products and services you discussed
15 3 produce positive feelings in the organisation and the
in exercise 1. Were you a new customer? If not, what does the
customers.
company do to keep its customers?
Organisations need to make a profit to survive and grow;
customers w ant good service, a quality product and an
- - - >

Reading: CRM as an essential part of business acceptable price.

-

management 20 Good CRM can influence both sets of conditions.

1 The following headings have been removed from the article. 3 d
Read the article and put each heading in the correct place. The m ain purpose of CRM is to increase profit. This can
-

a W hat do customers want? be achieved by providing a better customer service to your

customers th a n your competitors. However, good CRM
-

b The focus o f CRM

-

25 will also reduce costs, wastage and complaints. Effective

c What is CRM? -

CRM reduces staff stress as services and relationships

-

d Why does the organisation need CRM? -

-
-
- -
improve. It can also lead to instant m arket research as the
e CRM and building custom er relationships
-
- -
organisation communicates regularly w ith its customers.
f Why manage customers?
a
- - ->

nemones.
30 Customers w ant cost-effective products or services th at
deliver the benefits they w ant or need. Any single product
-

or service can deliver different benefits to different

customers. It’s im portant to look at things from the
custom er’s perspective. Companies m ust remem ber th at
35 customers w ant to have their needs satisfied. Customers’
9 0 10 CUSTOM ER RELA TION SHIP M ANAGEM ENT (CRM )
 3 Underline the correct information to complete the sentences.
needs usually go beyond w hat the supplier offers. It
-

1 Customers are a vital fa c to r/q u ite an im portant factor for every

often includes the buying-selling process, the way th at -

organisation.
com m unications are handled and the custom er-supplier
relationship. 2 CRM is the same for every organisation / more im portant for small
-

M odern CRM theory refers to the idea of ‘integrating the organisations.

40 -

custom er’. This involves integrating the custom er (the

-
3 CRM should focus on the customer's needs o n ly / -
meet the>
customers'
custom er’s relevant people and processes) into all aspects goals
- and the organisation's goals.
of the supplier’s business, and vice versa. This implies a 4 The main purpose o f CRM is to keep customers h a p p y/ to increase
-

relationship th at is deeper and wider th a n the traditional profit.

-

45 custom er-supplier relationship. 5 Good CRM saves spending money on advertising / reduces costs.
#xf Why manage customer
-

5 ___________________________________________________ 6 The organisation must get information from customers / give

-

Customers are the source of income for an organisation.- -

-
customers information to give them w hat they want.
Customers are also a source of information. The -
7 Customers should be treated like a m anager/like a partner.
-

organisation must get information from their customers to

-
8 Providing
-
service / Cutting back on service should be seen as adding
so be able to give them w hat they want. value to the company. Ant ↑
Managing customers means knowing what customers want - -
-
- 9 Good organisations -
manage CRM / let CRM take care o f itself.
and need - which enables organisations to focus production
-

and service efforts. It is im portant to know which customers Critical analysis

and products will lead to the most growth.
Research shows th at companies w ho retain their staff are usually
55 6
Y
------------------------------------------------------------------------------------------------------------------------------------------------------------
successful at retaining their customers. Why do you think this is?
The essential CRM focus of any organisation should -

be developing its business goals and building custom er

relationships. In this way, all efforts in the organisation
can be aligned to:
60 • rotana
exceeding custom er expectation morators,
customer need
want,
1 Look at these compound words from the article and answer
• understanding and m anaging the im pact on the culture the questions below.
of the organisation starbuck m Me

• customers being recognised and treated as partners IKR custom

-
er service cost-effective
.
relationship-building
.

• relationship-building being valued themalvim acLj

to
set value-adding
65 • service being seen as a-> value-adding activity at
-

• reward and recognition being based on custom er focus

-
1 Which are used as adjectives and w hich as nouns in the article?
backward
• evidence of corporate support for service activity. 2 Which o f th em are form ed w ith a noun + noun?
Think the future
into

Forward-thinking organisations understand the need to

-
3 Which o f th em are form ed w ith a noun + adjective?
support
m aintain a strategic focus on CRM and to resource and - -

whn bo'nquoi hic ↳

2 Make compound words which can be used as adjectives.
70 m anage it well.
More than one answer may be possible from these words.
Source: Customer relationship management, a guide by Ellen Bothwick
from the Businessballs website 1 profit- X
breaking ②
sharing ②
making
2 record- x
pricing x
solving &
breaking has
loss:gaythit
3 loss- ②
making ④
pricing sharing make
#
2 Find words or phrases in the article that have the same or
4 problem - sharing
X
↑

a
making I
breaking make problem
similar meaning to the following. The section of the text that
5 product- &
making -
sharing &
pricing
they appear in is given in brackets.
3 Complete the sentences with compound words from
sole
1 a business run by one person (1) a__________
trader scope
adful
2 the range or am ount o f something covered ( 1 ) ---------------- of
exercises 1 and 2.
record-breaking.
1 We've made a _____________ $56 million this year. We've never
wastage
3 the a m ount th a t is used in an unproductive way (3) --------------
had such high profits.
stress
4 a feeling o f w orry and tension (3) --------------
instant 2 When you m eet new clients you should spend some tim e on
5 happening straight away (3) _________
relationship-buildingby getting to know them.
6 economical in terms o f the goods or services received for the profit-sharin
3 schemes are a type o f bonus companies can use
cost-effectiveproduce
money spent (4) _________
perspective
to get managers to w ork harder. value ackling
7 point o f view (4) _________ Imser
-

8 means or communicates w ith o u t directly saying (4 )-------------- imply 4 Free IT support is a _____________ activity our clients really
product pricing.
edity,
appreciate.
9 going further than ( 6 ) __________ Inceeding
-

53
5 O u r_____________ strategy means tha t our products cost more
10 to give a departm ent or organisation the help or money it needs
to resource than our competitors'.
(6) -------

10 CUSTOM ER RELATIONSHIP M ANAGEM ENT (CRM ) 9 1

 Language focus 2: Different types of customers Output: Dealing with CRM problems

Stage 1
Work in small groups. You work for a company which produces
and installs coffee machines and dishwashers for office coffee-
break areas. It has received this feedback on its helpline service.

When I g e t someone on th e line th e y ju s t don’t

seem interested.

V u y jiv ty m . Ufa o ftid u v ic j, cUwce cmA

/ dxrKt UMAwvtcwici w urvt erf

Were, thinking o-f buying another brand.

Perhaps their support service Is better.

The h elp lin e people t a l k to me a f i f I w a f a n idiot.

Stage 2
You are a team which has been asked to look at this problem
and come up with some solutions. Discuss together how the
company can deal with these situations.
Look back again at the article for more ideas.

Stage 3
Now prepare a short presentation to be made to the employees
in the helpline team telling them what your proposals are and
why.

Stage 4
Make your presentation to the class. While you are listening
to the presentations of other groups, note down three
suggestions which you find especially interesting.

1 We often think about the customer as an individual but this is

not always the case. There are several types of interaction with
different types of customer that organisations have to keep in

beinglacacphonyone
mind. What do the following abbreviations stand for? Use the
pictures above to help you.
internalcustomer
hath
driver
B2B B2C B2G C2C :Government.

2 Match the interactions above with the following examples.

Crap:1322 c2c

1 A wholesaler sells electronic com ponents to companies w ho then

driver-customer:
use them to make consumer goods. B2B
2 The-
Ministry o f Education signs a deal w ith a company to use their
computers in all state schools. B2C
3 Somebody goes into a shop and buys a new mobile phone. 12C
4 A customer writes an independent review o f something they
indi
bought on a website advertising the product. (2C shops

9 2 10 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

 Language focus 2: Using encouraging and supportive
. .
2 Listen again and complete th e missing words at the end of
language the meeting.

1 In the meeting in Listening 1, the speakers used positive Sven: Sorry, no. It'll be Friday actually because he's away tom orrow .
language to evaluate an event th at had gone well. If something Lucia:That's all right.
has not gone well, you can also be positive and encouraging, Sven:Then we'll see w ha t happens.
e.g. Don't worry about it. Lucia: 1 __________
Sven: 2 _____________________ , ___________
Match statements 1 - 8 with an appropriate response a -h .
Lucia: 3 __________________________________________
1 Do you think the visitors a It was absolutely brilliant! Sven: 4 _____________________

In
had a good time?
3 Work in pairs. Here are th e 'e n d s 'o f tw o meetings. Improve
2 I don't think tha t meeting b That's great! Well done! them by using positive language and thanking the other
w e n t to o well. person for the meeting.

3 W hat did you th ink o f my c That's to o bad! Better luck next

1
presentation? time.
A: So, I'll p u t to g eth e r a proposal based on our discussion, and
4 I sold ten o f those
*
d Yes, I thin k they really enjoyed send it to you.
packages today. it. B: OK.
5 I just lost that sale! e Well, I'm sure it wasn't th a t
bad. Anyway, never mind, it's a 2
learning experience. A: OK, as soon as I've spoken to my team about it tom orrow , I'll
6 I'm really disappointed f Never mind, I will call them give you a call, and we can discuss it further.

X
w ith our sales figures. w ith the numbers and smooth B: Yes, that's fine.

-
things over w ith them .

7 Dave's presentation was g Don't worry, things are sure to Output: Relationship-building using the right
awful. It was the w orst I've pick up in the spring. language
ever seen.
Stage 1
8 They were a bit h Well, he's just learning the Work in pairs. Student A: look at page 138. Student B: look at
disappointed by the fact jo b so w e need to be more page 142.
we couldn't give th e m an supportive.
Stage 2
exact figure.
Plan w h a t you are going to say and try to use some of the
language from this lesson.
2 How could you respond to the following statements?
1 I think tha t the event w e n t really well. Stage 3
2 They really enjoyed our presentation. Work with your partner and have the tw o conversations.
3 That m eeting was a com plete waste o f time.
4 They have refused to sign a new contract w ith us.
5 The new design is amazing.

Listening 2: Ending on a positive note IGL

One way in which people build relationships with colleagues
and business partners is by using positive language at the end
of a meeting.

ts U fc l

1 You are going to hear the end of a meeting between a

customer (Sven) and a supplier (Lucia). Listen and num ber
these things in the order th at they are said.

1 thanking the other person __

2 proposing fo llo w up action to the m eeting j j
3 using positive language |

□« Watch S eq u en ce 5 on the DVD to find out m o re about M arketing.

10 C USTOM ER RELA TION SHIP M ANAGEM ENT (CRM ) 9 1

3 Read about a SWOT analysis and then decide if the sentences Reading 2: The SWOT process
below are true or false.
1 Put the stages of th e SWOT process in the correct order.
Then read th e next part of th e te x t to check.

1 Decide w hich points will help the organisation reach its strategic
goals
SWOT analysis 2 Collect the inform ation
A SWOT analysis is often used as a tool in strategic planning, 3 Record the inform ation
but it is also useful in understanding an organisation or 4 Identify appropriate sources o f inform ation
situation and decision-making for all sorts of situations. Many 5 Decide how the inform ation is to be collected and w h o is going
academics and consultants believe a SWOT analysis works to collect it
best when it is part of an overall strategy. This strategy may
6 Make the report available
be as simple as: goal or objective -» SWOT - * evaluation or
measures of success -¥ action. 7 Write a report
Any organisation undertaking strategic planning will at some
Doing a SWOT analysis can be very straightforward. Firstly,
point assess its own strengths and weaknesses. When
the organisation needs to identify what data they need and
combined with an inventory of opportunities and threats in
who is responsible for collecting it. The data should then be
the organisation’s external environment, the organisation is
gathered and recorded in a diagram so that it will be easy to
effectively conducting a SWOT analysis to establish its current
discuss the information. The next step is to determine what
position.
the most important points are and what planning choices the
The SWOT analysis may look simple but it takes time and
organisation has to choose. After that, the team should create
significant resources to do one that is both effective and
a report on their findings and, finally, make sure that the report
meaningful. It requires a team effort and cannot be done
is available to everyone concerned in the process.
effectively by only one person. SWOT analysis has the
Source: Factsheet from the Chartered Institute of Personnel and
advantage of being flexible. It can be used to do something Development website
quickly or as a comprehensive management tool.
A SWOT analysis generates information that is helpful in 2 Underline the words in the text which tell you the order in
matching an organisation’s goals, programmes and capacities
which things happen. Then compare with a partner.
to the social environment in which it operates. The SWOT
diagram is only used to collect data; the analysis follows later. 3 Work in pairs. Tell each other about the SWOT process using
It is important to note that the strengths and weaknesses your own words and the order words you underlined. Include
are skills or assets which the company has (or doesn’t have)
some words from Language focus 1.
compared to its competitors. Opportunities and threats are
external factors which are not created by the organisation; they
emerge as a result of the future gaps in the market. Language focus 2: Verbs to describe SWOT analysis theory

Look at the highlighted verbs in the following list of advantages

and disadvantages o f SWOT. Choose the best definition for each
1 A SWOT analysis can help companies decide w ha t they should do.
verb (a or b).
2 The SWOT analysis is about the situation th e organisation is in at
the m om ent. 1 Simple four-box framework.
3 A SWOT analysis should be conducted by an individual person. 2 Some users oversimplify the data used for decisions.
4 Opportunities and threats com e from inside th e organisation. 3 Facilitates an understanding of the strengths and
weaknesses of the organisation.
4 Encourages the development of strategic thinking.
Language focus 1: Using SWOT-related vocabulary 5 To be effective the organisation needs to undertake the
process on a regular basis.
1 Complete the table with words from th e text.
6 The best reviews require different people being involved,
Adjective Noun each having a different point of view.
strategic 1 ____ 7 Enables a management team to focus on strengths and
model 2 ___ build opportunities.
8 Access to good data sources can be time-consuming and
methodical 3
difficult.
analytical 4
9 The pace of change makes it increasingly difficult to
strong 5 anticipate developments that may affect an organisation in
weak 6 the future.
10 Can help an organisation to anticipate future business
2 Match the adjectives and nouns in the list above with their
threats and take action to avoid or minimise their impact.
stress patterns below. 11 Can help an organisation to spot business opportunities
0 Oo ooOoo oOoo oOo and exploit them fully.
12 There is a risk of having too much data.
13 It lacks detailed structure so it is easy to miss key elements.

13 D EC ISIO N -M A K IN G 1 1 9
 Answer key

1 C ulture and its im p a ct 5 Why does she never arrive on time for meetings? / Does she ever
arrive on time for meetings?
1.1 Theory: Dimensions of culture
Reading 1: Professor Hofstede's dimensions of culture 1.2 Practice: Relocation and repatriation
1 Introduction
1 true 2 false - In cultures where uncertainty avoidance is low, 2
people are more relaxed about the unknown ... 1 What are the people like? 2 Do I have to learn another
3 false - ... there is less expectation of movement between classes language? 3 What are the schools like? 4 Is there a good
or levels. 4 true 5 fa ls e - ... saving and hard work are valued in health system? 5 Is it expensive there?
cultures with long-term orientation,... 6 false-These dimensions
are tendencies, not rules Listening 1: Reviewing the relationship between
2 corporate and national culture
I f 2 i 3a 4 h 5c 6e 7b 8d 9g 10 j 2
1 multinational 2 individual 3 national 4 different
Language focus 1: Using key vocabulary
5 corporate
1
1 communication 2 analyse 3 (un)certainty 4 avoidance Listening 2: Preparing to work abroad
5 value 6 competition 1
2 He mentions 2,3 and 5.
1 values 2 competitive 3 communicate 4 avoid
5 uncertain 6 analysis Listening 3: The decision to relocate

2 He mentions family and health issues. He thinks that if you want

Language focus 2: Present tenses
to be successful abroad you need to be open to doing things in a
1 different way.
1 a present simple b present continuous 3
2 a present simple b present continuous 1 True 2 Not mentioned 3 True 4 True
In the a sentences, the present simple is used to show that this is the
usual situation.The present continuous is used in the b sentences to Listening 4: Coming back
show that it is a temporary situation. 2
2 1 It was more difficult for him to return to the US. I
1 What does'absurd'mean? 2 Where is he working at the moment? 2 He had a management role where he had to de&l with
3 Which departments are taking part in the project? government officials and he ran every aspect of the business.
4 Which company do you work for? 3 He had less responsibility and felt frustrated as it took a long time
3 for decisions to be made.
1 be 2 do
4 Language focus 1: Talking about cultures
1 When do you usually have department meetings? / Do you 1 a, b 2 a, b, c 3 a, b, c 4 a, c 5 a, b 6 a, b 7 a, b, c
usually have department meetings? 8 a, b, c
2 Do you always discuss decisions with your boss?/Why do you
always discuss decisions with your boss? Transferable skill: Using gender neutral language
3 How are you dealing with this problem? / Are you dealing with 1
this problem? / Who is dealing with this problem? a Women managers and women as a whole in the company might
4 What are you working on this week? feel excluded as only the male gender is used,
b Single fathers may feel excluded as only single mothers are
mentioned.
166 ANSWER KEY
2 2
By using him -or herself, it doesn't speak about just one gender. The speakers try to develop the topics in Conversation 1 from
3 Suggested answers Listening 1.
a A manager should always treat their staff with respect; they
Language focus 2: Showing interest and keeping the
should make sure that everyone feels included and that
conversation going
employees can come to them with problems,
b Single parents often find it difficult to combine a job with family life. 1
Extract 1
Language focus 2: Using stative verbs in the present tense
Use an expression that shows interest:
1 Sentences 2 and 4 can change to the present continuous to give Francine: Oh, that's good.
the verb a temporary meaning. Believe and mean in sentences 1 Add some information after answering a question:
and 3 describe a state and not an action, so they can't be present Dave: The weather forecast is for nice warm weather for the next
continuous. couple of days anyway.
2 Extract 2
Emotions: love, wish use an expression that shows interest:
How we think: know Luke: Really
Possession: own, contain make a further comment on the same topic:
Maria: We must have been waiting for half and hour.
1.3 Skills: Beginning a business relationship 2 Suggested answers
Listening 1: Meeting people and making small talk Exactly, Sure, (That's) true, Absolutely, Definitely, Wow, (That's)
wonderful, Excellent
a conversation 2 b conversation 1 c conversation 3
3 Suggested answers
Language focus 1: Introducing yourself and other people See Audio Script on page 147

1 2 T ech n ology and b u sin e ss

1 I'm 2 This is... 4 How are you doing?;
5 Hi; Very well thanks; Good thanks; Yourself?; I'm fine.
2.1 Theory: Disruptive technologies
2 Suggested answers Language focus 1: Technological vocabulary
1 My name's.... 2 I'd like you to m e e t...; Can I introduce ... ?;
2
3 Pleased to meet you. 4 Hello; How's it going? (informal)
1 design 2 discover 3 develop 4 invent 5 innovate
5 Hello; I'm very well, thanks; I'm fine, thanks.
3
Listening 2: Small talk topics discovery innovation invention design development

Conversation!: the weather Reading: How companies can exploit disruptive

Conversation 2: bad traffic on the journey to the company technologies
Conversation 3: the new year (new year's card), family (grandson) 1

Intercultural analysis Correct order: 1d 2b 3c 4a

2
2 Suggested answers 1 false - Organisations should decide which future technologies will
If you don't know somebody well it might not be a good idea to talk be a threat to them.
about families. 2 true - Managers often ask the wrong people or the wrong
4 Suggested answers questions.
All of the topics could lead to problems apart from perhaps weather
3 true -They ask mainstream customers (even though they are the
and food. If you don't know about the people you are meeting it is
wrong people to ask).
better to start with a neutral topic. Obviously, the topic you choose
will depend on the cultures of the people present. It is important to 4 true -T h e product might not meet demands now but it might in
know what topics to avoid. the future.
5 false -They should only set up a separate organisation if the
Listening 3: Making successful small talk disruptive technology has a lower profit margin and will be for a
1 different group of customers.
1 It is not successful small talk because Belinda doesn't expand on
her answers and Alan doesn't develop the topic either. He just
moves from one topic to another.
2 Belinda might think that Alan is not interested in her responses. Alan
probably thinks Belinda is rude as she doesn't expand her answers.

ANSWER KEY 167

 Listening 1: The Internet as a disruptive technology 2
The person who answers the phone is rude and unhelpful.
2
4
1 Analysis, commentary, news and sport.
person B is more helpful: she offers to take a message and writes
2 We go to a different website for each of these things.
down the caller's name and telephone numbers.
3 Fragmented means it has become broken.
The speakers use more polite language, such as'Could I speak to Mr
3
Wong, please?', instead of 'Is MrWong there?'
Possible examples of a value chain: wood from a tree - paper; silicon
The speakers sound more interested: their intonation is not flat, as in
chip - mobile telephone.
the first call, but their voices go up and down more.
Listening 2: The effect of the Internet on retailing
Listening 1: Formal and informal phone calls
2
1
1 He mentions eBay because they are a company that only exists
Phone call 1: beginning of the call; Phone call 2: beginning of the
because of the Internet.
call; Phone call 3: end of the call
2 They are able to develop their business as the Internet means that
2
they don't need to work with travel agents.
Phone call 2 is the most informal because of some of the language
2.2 Practice: Creating a product through an the speakers use, such as'Hello'/Hi'and'a buzz'(for'a call').

online community Language focus 2: Beginning and ending phone calls

Reading: Using customers to design a product 1 Suggested answers
2 1 I'm calling a b o u t...; I wanted to speak to you a b o u t...
1 straightforward 2 the entire car 3 much cheaper than 2 Good morning. Best Printing; Hello
4 wanting to take part in car races 3 Hi Laura; How are you?; I'm good, thank you.
3 4 Who's calling?; This is David West from ...; Ron here
2
It has a three-litre six-cylinder turbocharged diesel engine; it uses 7.4
litres of fuel per 100 km; it goes 100 kph after six seconds and it has a 2 (answer), 4 (introduce or ask to identify), 3 (greet or respond),
limited top speed of 210 kph. 1 (say why they are calling)
5 Suggested answers 3

Advantages for the automotive company include that it can cut They summarise what's been arranged, they thank each other, they
down on design costs and research costs and this type o f project use expressions like 'OK'to show that they have finished.
helps to bring the company loyalty from customers who feel part of 4

the process. The main advantage for customers is that they can help B: OK, that's great.Thanks very much.; B: Nice talking to you.; B: Bye.
design the type of product that fits their exact needs. 5
formal language:
Language focus: Using the passive form Phone call 1:Good morning, Could I ...?, Who's calling?, This is ...
1 Hold on one moment for me, could you?

1 was designed 2 has been stolen 3 will be given 4 has

semi-formal:
(already) been made 5 will be finished 6 has to be shown Phone call 2: What can I do for you?; Phone call 3: do give us a ring,
7 is checked Thanks very much, Thanks for your time, Nice talking to you.
2 informal:
1c 2 aor c 3b 5 d Phone call 2: Hi, I'm good,'buzz'(for'telephone call'); Phone call 3:
3 Bye bye

The passive is formed by using the correct tense of the verb to be Phone call 1 is formal because A answers external calls to the
and the past participle, e.g. used or known. company. She is more formal because she represents the company
4 to people who call from outside.

1 was developed 2 is powered 3 will be aimed 4 have Phone call 2 is informal because it is between two colleagues who
already been voted on know each other well.
Phone call 3 is semi-formal: it is between a supplier and a customer,
2.3 Skills:Telephone communication but they know each other already.

Language focus 1: A successful phone call Listening 2: Arranging to meet

1 1
The call is not successful, because the caller does not reach the Sharon:MondayF TuesdayF WednesdayB Thursday? Friday?
person she wants to speak to, and is not able to leave a message. John: Monday F Tuesday B Wednesday F Thursday B Friday F

168 ANSWER KEY

2 3 M otivation
They arrange to meet on Monday afternoon at 4.15..
3.1 Theory: H erzberg’s Motivation-Hygiene
Language focus 3: Making arrangements, checking and Theory
clarifying language
Introduction
1
Asking about / Suggesting a day / time to meet Possible answers

So, when would be convenient for you? Would you be able to Id 2b 3 e 4a 5c

make it o n ...? Well, how a b o u t... ? Can you make it a t ...? Reading: Herzberg's two-factor theory of motivation
Saying you are free / not free
I'm free today or tomorrow. /Tomorrow morning would probably be 1

better. / I'm actually all booked up for tomorrow. / No, sorry, I'm out 1c 2 b 3 a

that day. / Let's see, after that I'm not free again till ... 2

Checking information 1 true, they talked about job experiences and job content.

Let's see, Wednesday, that's the fifteenth, isn't it? / 1think we need to 2 false. They concentrated on the job context.

do this quite quickly, don't we? / Four fifteen. So, quarter past four. / 3 true, hygiene factors prevent dissatisfaction.

Your office is at the ... isn't it? / So that's three fifteen this afternoon. 4 true, before Herzberg's theory, managers concentrated on hygiene
Showing understanding factors which alone didn't motivate employees.

Yes. / Right. / Oh, I see. / OK. / Don't worry! Language focus 1: Vocabulary of motivation and
Correcting information demotivation
No, we said fourfifteen, actually.
2 Relationship with peers - Hygiene 3 Recognition - Motivation
2
4 Advancement - Motivation 5 Salary-Hygiene
Sharon says three fifteen instead of four fifteen. John corrects her by
6 Work itself-M otivation 7 Growth - Motivation
stressing 'four': 'four fifteen'
8 Work conditions-Hygiene 9 Supervision - Hygiene
Writing 1: Making first contact 10 Relationship with the boss-Hygiene 11 Achievement-
Motivation 12 Responsibility-Motivation
Introduction
Language focus 2: Quantifiers
1 It means that it is important to make a good impression the first
time you meet or write to somebody as it is the best (and maybe 1
the last) chance you will have to impress them. Order from left to right: a little / a few, some / several, many / much /
3 a lot of / plenty of, most, all
1 It should be friendly but be aware of the conventions of 2
addressing people in the culture you are writing to. 1 Some 2 enough 3 a great deal of 4 many 5 little 6 few
2 It depends, but it is usual to do this in English-speaking cultures 3
the first time that you write to a person. countable: many, a lot of, a few, a large number of, several
3 It is very important to try and avoid mistakes, but remember that uncountable: much, a lot of, a little, a great deal of, a huge amount of
good communication is also very important, so don't be too afraid. 4
4 This might create a bad impression, because it could look like you Negative: sentences b and d
don't know very much about the business. When we use little and few, the meaning is usually negative.
5 This is very important.
3.2 Practice: Building a positive work
Language focus 1: Making first contact
environment
1
Listening 1: Creating a good work environment
a3 b 1 c 5 d 4 e 6 f 2
2 1 Suggested answers
lb 2 a 3 c People are involved in processes related to the job at all levels of the
organisation.
Language focus 2: Building a business relationship There is good communication through daily face-to-face meetings.
1 He should try and sound friendlier and more interested in the Top managers share information with employees and listen to their
person he is writing to. ideas.
2 2 Many other companies communicate mainly via email with their
Id 2 a 3 c 4 b employees, whereas at Creativ they have frequent face-to-face
meetings.

ANSWER KEY 169

 Listening 2: Rewarding employees Listening 1: Beginning a perform ance review

1 Suggested answers 1 true 2 false 3 true

pay bonuses, give pay rises, offer promotion, give awards (e.g.
Listening 2: Performance objectives
'employee of the month'), give gift vouchers
2 1 has 2 satisfied 3 all the tests 4 will not
1 There isn't a system of rewards, and rewards are not given to
Listening 3: Responsibility and supervision
individuals but to the whole group or team to recognise a special
effort or a good result. 1 Jenny is responsible for the database.
3 Every employee is treated as a 'special person': everyone has the 2 Bob's job is to keep the database up-to-date.
opportunity to discuss their'dream job'and things like working 3 The problem is that the database is not up-to-date.
hours and career possibilities. 4 They should be able to see instantly who the clients are (show
they have registered), at what stage they are in dealings with the
Transferable skill: Developing listening skills
client and when the last contact was.
1 Suggested answers
Critical analysis
1 Creativ treats everybody as an individual, but teamwork is also
important.There is a very positive spirit in the company. Group D: David does 1,2 and 3 well. He didn't need tip 4.
2 Probably not, as everything is discussed in the open.
Group J: Jenny does 1 and 3 well. She didn't need tip 2. She does
3 There are probably a lot of 'unwritten' rules that people naturally
not follow tip 4 completely; she says she needs to speak to Bob,
follow. Perhaps there are only rules for seriously bad behaviour.
but criticises him without giving a solution.
2
b Language focus 2: The language of a performance review
3
1 Manager tip 2
1 Don't talk behind anyone's back. Don't speak badly about the
2 Employee tip 1
company. Don't steal.
3 Manager tip 3
2 Employees feel proud to work for the company and they like the
4 Employee tip 4
positive, family-like spirit.
5 Manager t i p i (constructive feedback)
Language focus 1: Articles
4 H um an R eso u rces
1
a 8 b9 cl
4.1 Theory: HR planning
2 Introduction
1 the, 8 2-11 3 a, 2 4 the, 4 5 -, 9 6 the, 5 7 a, 3 OR 1
4 Suggested answers
8 the, 7 9-10 10 a 3 OR the 4,The 6
These questions are all very important for Human Resources. The first
Language focus 2: Vocabulary to discuss pay and question is about how the company can attract staff. The second is
working conditions about how they keep or retain staff and the third one is about how
Human Resources plan for the shortterm during times of crisis.
1
1 flexitime 2 salary 3 open-plan office 4 glass ceiling Language focus 1: Talking about HR tasks
5 career opportunities 6 tip 7 commission
1
8 mentoring system 9 work-life balance 10 severance package
Compensation for employees: salaries; pensions
11 bonus 12 appraisal system 13 fringe benefits
Hiring staff: recruiting new staff; advertising for new staff
14 effort-reward balance
Performance management: developing staff abilities; supporting
2
heads of department in getting the best work out of their staff
Pay and rewards: salary, fringe benefits, effort-reward balance,
Organisation development: working with departments to help
commission, tip, bonus, severance package
bring about change; informing employees about developments
Working conditions: career opportunities, glass ceiling, work-life
balance, open-plan office, appraisal system, mentoring system, Listening 1: Retaining staff
flexitime
2

3.3 Skills: Conducting a performance review 1 She mentions giving people challenging tasks so that they feel
like they are developing.
Language focus 1: Vocabulary for performance reviews 2 It is when two companies work together and exchange staff to
1c 2 e 3d 4 f 5a 6h 7g 8b make sure people always have something challenging to do.
3 She speaks about the way an individual's needs change as their
family situation changes.
170 ANSWER KEY
 Critical analysis Transferable skill: Using prediction to help understand a
text
1 Suggested answer
Employees might need to learn new systems when they change Suggested answers
companies; they might not want to return to their old company; What is the article about? Why am I reading it? What information do I
certain employers may abuse the system by trying to exchange want to get out of it?
untalented staff for talented staff.
Reading 1: Characteristics of'good'employers
2 Suggested answer
Somebody who is still at university might have to fit their lectures Emirates Bank International was seen as a good employer because;
around their work time; somebody with small children will have to fit 1 it developed the people who worked for it; 2 it offered stability
their time around school hours and holidays. and security and 3 it offered opportunities to ambitious nationals.

Listening 2: Short-term planning Reading 2: Training staff to retain staff

2 1
Because they don't know how the crisis is going to develop, they are 1 Staff might not see the value of training and not attend the courses.
reluctant to let people go permanently. 2 The new training programme made staff take responsibility
3 for their own learning. This led to better career prospects and
1 three months' 2 six months' 3 working hours increased loyalty.
4 unpaid holiday 5 develop 6 permanently 2
4 1 true
1 Suggested answer 2 false - Half of the participants didn't turn up to previous training
At times of crisis it is important for a manager to communicate with courses.
his or her team. It is also important to look towards the future and to 3 false - HR hoped to increase employee loyalty by offering training.
show how people can grow personally in difficult times. 4 false - HR hoped that in-company managers would want to
3 Suggested answer develop their own staff rather than look for new staff elsewhere.
When the economy is healthy, people have more options to find 5 false -Those who were unsuitable were not offered employment.
work and perhaps can find jobs in other companies more easily.
Reading 3: Managing a talent pool
Listening 3: Employer branding
Suggested answers
2 how employees were picked for the talent pool: those who
1 It's about making the company attractive for employees. performed well were chosen
2 Because people think that companies like these organisations make how the on-the-job training modules worked: people were
great products so they must be great organisations to work for. chosen from the talent pool and trained for a particular job in the
3 Because the people who already work for the company will realise organisation which would become vacant at some time in the future
it isn't true. what the effect of the on-the-job training modules was: more
4 They can't afford big branding campaigns.They can look at what effective than bringing in people from outside the organisation
makes them unique compared to the big companies.
Language focus: Vocabulary of skills, motivation and
Language focus 2: Talking about the future using w ill, training
(be) g o in g to and the present continuous
1
1 1 noun 2 noun 3 noun 4 adjective 5 verb 6 noun
1 will help 2 am going to 3 are meeting 4 are going to have 7 noun 8 noun 9 adjective 10 phrase
5 will make 2
2 1 h 2b 3d 4 f 5 j 6g 7e 8a 9c 10 i
1 will 2 (be) going to 3 the present continuous
4 (be) going to 5 will 4.3 Skills: Job interviews
Introduction
4.2 Practice: Recruiting and keeping staff
1 Suggested answers
Introduction
They usually include the location, job description, skills and
2 Education refers to the process of learning at school or college. qualifications needed and in most countries the salary or
Training is when you learn skills that will help you do a specific job approximate salary. Companies sometimes include the hours that
or activity better. you will be expected to work and the opportunities for promotion.

ANSWER KEY 1 7 1
 Language focus 1: Collocations for jo b interviews Language focus 2: Asking questions diplom atically

1 g 2c 3d 4e 5a 6b 7 f 1
1 Question b is better in an interview, because it is a more
Listening 1: Job interview at a hotel
diplomatic way of asking a difficult question.
1 and 2 2 Question b
Question 1: Why are you attracted to a hotel career? 3 The verb comes after the subject in an indirect question, not
Answer: She thinks Hotel and Catering Management is practical and before the subject, as in a direct question.
useful. 2
There are good career prospects in the hotel industry in China. II 2 C 3 C 41 51 6 C 7 C
The candidate is interested in a service-oriented career, where she 3 Suggested answers
can learn interpersonal and communication skills. 1 What would you say you are hoping to earn?
Question 2: What do you think would be your strong points, your 2 I would like to ask if there are any opportunities for training.
strengths? 3 Could you tell me what the successful candidate will be expected
Answer: She is enthusiastic, friendly and willing to help, happy to achieve in the first three months?
to take on many responsibilities and will always do her best to 4 What would you say the most difficult situation you have ever
complete all tasks up to standard. handled was?
5 What do you think you can contribute to this company?
Question 3: How would you handle, for example, a very angry guest
6 Could you tell me how the department is organised?
at seven o'clock in the morning who has just come off an eleven-
7 I would like to know if I will have the opportunity to work at the
hour flight, and has found out that his room won't be ready until one
front desk.
o'clock?
Answer: She would calm him down and then she would take him Intercultural analysis
into another room and listen to him, and then try to calm him down
The answers to these questions may vary, depending on the country
or try to'compensate'him for what happened. Then she would find
or the business culture.
out from staff what happened, and what action should be taken.
1 There is no standard way to dress, but being neat and well-
Question 4: What position do you see yourself having in five years'
dressed will usually give the signal that you are a serious applicant
time?
and genuinely interested in the job.
Answer: She would like to be assistant manager.
2 Some countries conduct very formal and serious interviews where
Listening 2: Talking about your weaknesses small talk is frowned upon. Other countries expect a period of
small talk to relax both parties.
Suggested answers
3 In some cultures the interviewer will wait for you to'sell'yourself.
Most people would consider that Candidate 2 gives the better answer,
In other cultures you may be expected to listen carefully and
as he actually mentions a strength but frames it as a weakness.
respond only when prompted.
Listening 3: Questions for the interviewer 4 This also depends on which culture you are in, but in the West you
are advised not to ask about: holidays, pay rises, lunch times, perks,
2
pensions, expenses and the time you can go home each day.
Candidate 1:
1 I would like to ask if I will have the opportunity to work in the back W riting 2: Covering letter for a job
of the house, like in the Human Resources department.
application
2 I would like to know what the hotel's attitude or your attitude is
towards the trainee. What expectations do you have of the trainees? Introduction
Candidate 2: 3 Correct order: a, g, h, i, d, e, f, c, b
I want to ask if I would have any chance to work as a bartender or do 4 d, e
something in the bar. 5 Only information that is relevant to the job.
3
1 She wants to work in the Human Resources department, but this Language focus 1: A strong opening
is not a front-of-house job. 1 Suggested answers
2 She asks what expectations the hotel has of its trainees.This is a The applicant should have a Bachelor's degree or higher and
good question. perhaps a qualification in English if they are not a native speaker.
3 He says that trainees need to arrive a few minutes before they are They should have some experience in managing people or be
on duty. able to show leadership as a skill. They should have some work
4 He asks if he can work as a bartender. experience in Human Resources or be able to show a good
5 She says she will refer him to Human Resources. knowledge of the area through their studies. They should probably
6 Because the bar in the hotel isn't run by front of house. be confident and good at working in a team and making decisions.

172 ANSWER KEY

2 Suggested answers Divisional structure
The letter is addressed to'Dear Sir', which means he hasn't found the 3 Advantages: allows the company to organise its structure into
name of the person he should send the application to. He includes regions and products so there is more specialisation and they can
irrelevant information, such a s ... browsing the Internet this morning, be more flexible and react more quickly to changes.
as I usually do. The language is very informal, e.g. browsing, came 4 Disadvantage: each part of the structure (department) can occur
across, grabbed my attention. He doesn't say why the employer several times within the company.
should want to give him the job, but states his personal reasons Matrix structure
for wanting to work in China. He mentions his name, which is not 5 It combines some features of the functional organisation and the
necessary as his name will be at the end, and his age, which is divisional organisation.
unusual in a covering letter. 6 There can be a conflict of interest and the chain of command may
not be clear.
Language focus 2: Highlighting skills and achievements
Language focus: Collocations used in organisational
1
structures
1 gained 2 acquired 3 managed 4 implementing
5 achieved 6 contributed to 7 build 1
Id 2 f 3c 4a 5 g 6 h 7 g/b 8 e
Intercultural analysis 2
1 This adds a personal note to the letter, but it might not have a 1 responsibility for decision-making 2 line manager 3 chain of
good effect on the reader in more formal cultures. command 4 organise the company 5 regional divisions
2 This mentions issues of morality. This can be used in some 6 delegation of responsibility 7 division of labour 8 conflict of
cultures, but it would be unusual for a Western employer. interest
3 and 4 These are examples of'selling yourself', which is particularly
common in Western cultures and especially North America. In East 5.2 Practice: Reorganising a company to
Asia where modesty is valued it might not have a good effect. increase perform ance
5 O rgan isation s and their structures Language focus 1: Vocabulary for describing changing
5.1 Theory: Organisational structures structures

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

Suggested answers Reading 1: Background to Cisco's problems

The cartoon suggests that the manager has complete control 1 Suggested answers
over what happens in the company, but also that he does not pay The new structure has far fewer departments and there are not two
enough attention to the people in his organisation. departments doing the same thing. For example, in the old structure
To help employees organise their work, companies can provide there are tw o Finance departments.
training, clear channels of communication and line management. 2
It is also important that companies are aware of their employees' 1 A traditional divisional structure
workload and give them the right tools and equipment to organise 2 They were responsible for all aspects of the company's
their work. environments and services.
3 There was a lot of duplication of work and processes.
Listening 1: Why do organisations need a structure?
4 There would be too much strain on the company's resources if the
2 cook, waiter, cashier, dish-washer company continued to grow.
3 organise the labour within your company
Reading 2: The reorganisation of the NDCS
Listening 2: How can organisations structure
themselves? 1 false - ... the change involved moving some recources from
the former Engineering and Operations teams to the new
1 Implementations team.
1b 2 c 3 a 2 true 3 true 4 false- ...th is storage team was dispersed into the
2 Implementation, Operations and Design teams. 5 true 6 false
Functional or line structure - . . . less likely t o ... be on call after their regular work hours for
1 Start-ups and traditional companies emergencies. 7 true
2 Because each department just specialises in its own field so there 8 false - Experienced engineers are called to train newer staff members...
is little chance for people in that department to experience other 9 true 10 fa ls e - And the new structure has meant that staff have
types of work. more time to talk to clients

ANSWER KEY 1 7 3
 Language focus 2: Modal verbs for possibility and Listening: Informing a colleague
probability
1
2 1 Paul asks Daniel who he has met so far, so we know he has not
1 a, b, c, e, f, g, h 2 i 3d worked for the company for very long. He has been there for at
3 least part of one day, as he has already met a number o f people.
a and d are correct 2 His work will involve things like dealing with databases, liaising
4 with Marketing, contacting companies.
b Modal verbs are followed by an infinitive without to. 2
c Modal verbs do not take an's'in the third person singular, 1 Yes, he has met everyone or nearly everyone briefly.
e To make a modal verb negative add not to the verb, e.g. He m ight 2 This week Daniel is finding out where the PDFs and databases are
not come to the meeting. located, learning how Modulus works and learning how to enter
5 the customer details into the database.
will expresses the most certainty 3 He is not worried, as he says he is'not afraid of being thrown in at
m ight expresses the least certainty the deep end', and he is 'keen to get proactive'.
could, may usually express more certainty than might, but less than will 4 c He should make about 30 calls. It is not a good idea to contact
6 Suggested answers hundreds of companies, because then he would be'going crazy',
1 Some middle managers will probably lose their jobs. that is, he would feel stressed. It is more important for him to'work
Some middle managers could/may lose their jobs. smarter', meaning more efficiently.
Some middle managers might lose their jobs. 5 He should have ten action points.
2 The company will probably become more efficient.
Language focus 1: Briefing and being briefed
The company could/may become more efficient.
The company might become more efficient. 1
3 Customer services will probably be improved. 1 You need to, So what you're doing this week is finding out, You
Customer services could/may be improved. can go into, I will run through that with you. 2 Have you had a
Customer services might be improved. tour? What I'm unsure about at the moment is, Do you want me
4 The company will probably become more profitable. to ...? 3 I'm keen to get going as soon as possible. 4 OK,
The company could/may become more profitable. Yeah, Absolutely, Wonderful 5 a fair amount of, sort of, etc.
The company might become more profitable. 2
5 Communication between departments will probably be difficult. Paul does all the explaining, as this is his role in a briefing situation.
Communication between departments could/may be difficult. Both speakers need to check and clarify things: Daniel needs to
Communication between departments might be difficult. make sure he understands what he should do; Paul needs to make
sure Daniel has the information he needs.
5.3 Skills: Briefing 3

Introduction 1 Only Daniel uses expressions showing enthusiasm: he wants to

show that he is motivated for the job.
1 2 Both speakers give feedback and use vague language. It is
1 the phonemic symbols /bri:f/ tell you how to pronounce it; [T] important for both speakers to show they are listening by giving
tells you it is a transitive verb feedback. Vague language is useful for both speakers, but for
2 debrief means to question someone in detail about work they different reasons.
have done for you Vague language
3 Suggested answers Vague expressions such as sort of, and so forth, a fair amount o f are
Telling someone about a new process or procedure at work; telling a extremely frequent in business conversations.
junior employee about a system or as part of a training session. Sometimes people use vague expressions because they are unsure
2 Suggested answers of something, as Daniel does because he is new:
The person w ho does the briefing: Give clear instructions, be As I understand it, there's a fair a m o u n t... o f sort o f business to be
knowledgeable about the subject they are describing, be able to getting on with'
answer questions, be open and friendly. Sometimes speakers use vague language to be polite, for example
The person being briefed: Listen carefully, be ready to ask if they don't want to sound like they are giving orders, as Paul does
questions when they are not sure, remember what they have been when briefing Daniel:
told, be willing to learn.
Language focus 2: Job activities

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

9 b/c/i

1 7 4 ANSWER KEY
6 M a n a g in g organ isation s 4 This company is probably in the collaboration phase. They are

6.1 Theory: Life cycle of an organisation perhaps heading towards the final crisis (shown on the graph by a
question mark).
Language focus 1: Key vocabulary for company life cycles

1
6.2 Practice: Company development
1 creativity 2 direct 3 delegation 4 coordinate Listening 1: How Bryanston Organic Market developed
5 collaboration 6 innovate
2
2
1 33 years ago: b, e 2 20 years ago: c, d 3 7/8 years ago: a, f
Id 2 a 3 b 4 c
3 Listening 2: External reasons for change
1 creativity 2 leadership/direction 3 collaboration
1 Growth and changes in the country (the demographics), the
4 red tape/bureaucracy 5 delegate
economic situation, awareness of organics
Reading: Stages of Greiner's growth model 2
1 expatriates (people from other countries)
l
2 30 or 40 years in Europe, the last 10 years in South Africa
1 leadership 2 autonomy 3 control 4 red tape
3 No, it was a mixture o f external and internal factors.
2
4 They didn't have any business experience.
14 23 32 41 5 5
5 They had to appoint people with the necessary skills.
Language focus 2 : Adverbs of degree
Listening 3: Crisis and growth
1
1
In the second sentence we see that there needs to be a lot more
1 The traders are individual entrepreneurs so the situation at
delegation by the use of the word significantly. In the first sentence
Bryanston Market is not like in a corporate environment where
we do not know how much more delegation there needs to be.
everyone is working towards a common vision.
2
2 His main task at first was people management.
1 closely 2 increasingly 3 particularly 4 -ly 5 adjective
3 The traders had no trust in the management.
3
4 They see competitors as partners in encouraging people to buy
1 quite, very 2 a bit 3 rather 4 too, much
organically.
4
2
1 The founders are often good entrepreneurs, who do not
1 top-down approach 2 their own bottom line 3 make a
especially like management activities. /The founders are quite
difference
often good entrepreneurs, who do not like management activities.
He listened to the traders'views and tried to solve some of their
2 Management problems occur that cannot just be handled
problems.
informally. / Management problems occur that often cannot be
handled informally. Language focus: Talking about the past (present perfect
3 However, over time lower managers will increasingly want more and past simple)
autonomy. / However, over time lower managers will want a bit
1
more autonomy.
la 2a 3b 4c 5c
4 This crisis most often occurs when the organisation has become
2
too large and complex. /This crisis most often occurs when the
1 past simple 2 past simple 3 present perfect
organisation has become very large and complex.
4 present perfect 5 present perfect
Output: Discussing organisational growth and decisions 3
1 have 2 past
2 Suggested answers
4
1 This situation is strange for a start-up company, as the structure for
present perfect: 2, 3, 5, 6, 7, 8; past simple: 1,4, 7, 9,10
start-ups tends to be informal at the start. A bureacratic structure
5
might not help creativity, which is necessary during this period.
1 has the market changed, opened 2 did traders play
2 If the company wants to do well, they will need to delegate more
3 has, altered 4 had 5 arrived, have made
to junior managers. They are probably about to enter the crisis of
autonomy.
3 This company is perhaps too centralised.There probably needs to
be more coordination between the different levels of the company.

ANSWER KEY 1 7 5
6.3 Skills: Starting a m eeting Intercultural analysis

Introduction Suggested answers

2 The chair might open the meeting by saying:Good morning,
Suggested answers
ladies and gentlemen. Let me welcome you to (company name)'
2 Agendas are very important to make sure that everybody knows
When the chair goes over the agenda, the meeting participants
what is going to be discussed at the meeting and to make sure
could simply listen in silence.
people stick to the point. It is also a good idea to have timings for
3 Other possible factors that affect how formal a meeting is:
each part of the meeting.
the type of meeting (e.g. internal or external) number of
3 It is a good idea to ask people who are going to be present at the
participants, how well the participants know each other, the
meeting for their input on the agenda one week before. A final
company culture, the national culture, where the meeting is held.
agenda should be sent to everybody one or tw o days before the
meeting.
Writing 3: Everyday business emails
Listening 1: Before a meeting Introduction
1 2 Suggested answers
1 They will not now move into a new factory, as the company will 1 2,5,4,1,6,3
stop manufacturing at the end of the year. 2 Suggested answers
2 mopeds 1 respond later 2 respond immediately 3 delete
2 4 respond immediately/respond later 5 respond immediately
1 He means that final decisions have been made about things they 6 respond later/delete
were discussing last time. They were talking about plans to move
into a new building, but they will not now be moving. Language focus 1: Formal and informal styles in letters
and emails
2 300 people will lose their jobs.
3 The people who work in the factory and the warehouse. 1
4 twenty-five 1 a F b l 2 a I b F 3 a F bl
2
Listening 2: The agenda
1 informal 2 formal 3 formal 4 informal
1 Apologies lists the names of people who are not able to come
Language focus 2: Formality in emails
to the meeting. This is usually the first item on the agenda of a
meeting. 1
AOB stands for Any Other Business, and is usually the last item on 1 Email 1 starts with'Dear'and ends with'Many thanks', which
the agenda. This is a chance to discuss any topics that are not on together are quite formal. Email 2 starts with'Hi'and ends with
the agenda. 'Cheers'which is informal.
2 2 Email 1 talks only about business, but Email 2 also talks about
3 Agree on objectives 4 Go over progress to date and sport at the end.
confirm that document is correct 5 Review outstanding 3 Email 1 gives detailed instructions about the use of a logo. Email 2
work and confirm methodology 6 Define programme gives less information, as it is clear that the writer has already had
specifications 7 Get specifications converted into an extract some communication on the topic with the recipient.
programme 4 Email 1 has more formal language, e.g. Thank you fpr your email,
so we can ensure, Please let me know. Email 2 has more informal
Language focus: Linking words and vocabulary for the
language, e.g. Cheers.
agenda
2
1 Suggested answers Email 2
first of all, secondly, thirdly, finally, and also, the first/second thing 3
2 Simple sentences, e.g. Many thanks. How were your nerves last night?;
1c 2 f 3b 4 e 5g 6d 7a contractions, e.g. you're
3 4
1 discuss 2 let you know 3 agree 4 report 5 review use of humour, e.g. a brilliant way to save money, use of an emoticon
4 (;-)); words are sometimes left out, e.g. [I] Got all your bills, And [I'm]
Firstly, Secondly, and Finally very sorry a b o u t. . . ; reference to another topic (sport)
5 Suggested answer
Dear Jeff,
Thank you for the invoices which arrived this morning. I would like
to apologise about the invoice dated January 15 which has not been

176 ANSWER KEY

paid. I'm afraid there was some confusion about the invoice numbers Transferable skill: Noticing and learning collocations
and this led to an omission o f payment. We have now corrected the
1 maximise 2 raise 3 generate 4 incur 5 allocate
system so that this will not happen again.
6 handle 7 set 8 configure
This unpaid invoice has been returned to our Accounts Department
and will be paid with your other outstanding invoices at the start of Listening 2: Goals of the supply chain
next week.
1 The main aim of the supply chain is to maximise the overall value
Best wishes,
generated. There should be a supply-chain surplus which is the
Hugo
difference between the amount of money generated by the
7 Supply-chain m a n a g e m e n t (SCM) supply chain and the costs incurred.
2 Because they have a huge influence on the revenue generated
7.1 Theory: SCM and logistics and the costs incurred and therefore on profit levels.
Introduction
Listening 3: Decision-making phases of SCM
Suggested answers
1
1 The farmer, the coffee buyer, the storage company, the transport
1 1 structure 2 resources 3 processes
company, the coffee manufacturer, the buyer for the cafe, the person
2 1 timeframe 2 maximise 3 operating policies
who works in the cafe and the customer.
4 short-term
2 The farmer, sells the coffee. It is packed in sacks and then
3 1 weekly 2 customer's order 3 incoming
transported to the company who produces the finished goods;
4 individual 5 set a date 6 schedule
this means the coffee beans are ground and repackaged. The
3 Suggested answers
coffee is then sold to the cafe, who sell it as a hot drink to the
1 Resources: buildings and offices for export staff / computers
customers.
and telephones for communication / close contact with reliable
3 When the coffee beans will be ready; the cost and place of
suppliers and with potential retailers.
storage; how the coffee will be transported and delivery times; the
2 Processes: meetings with retailers about what they want to order /
price of the coffee; cafe opening times.
with clothing manufacturers and fabric suppliers about what they
Language focus: People involved in the supply chain can manufacture (design, quality, price, timing) / coordination
with transport companies and government agencies about the
1
paperwork and licences for exporting clothing.
1b 2 e 3 f 4a 5d 6c
3 Maximising the supply-chain surplus: reduce the cost of supplying
2 Suggested answers
clothing (the price of the clothing manufacturers and the
manufacturer: a company like Nestle or Lavazza; distributor/
forwarders) and raise the price to the retailers in order to maximise
wholesaler: somebody who buys large orders of coffee to sell directly
revenue.
to cafes; supplier: the farmer; retailer: a supermarket or a coffee shop;
e-tailer: someone who sells coffee beans to restaurants online; end Output: Making decisions about a supply chain strategy
user / consumer: somebody who buys coffee in a supermarket or at
Suggested answers
a coffee shop
1 water, sugar, flavouring, fruit 2 from suppliers in your own
Listening 1: The supply chain and its functions country or abroad, using transport companies 3 located near
major roads (for easy transport) or railway or port; near a city so
2
that there are enough employees 4 plastic bottles or cartons;
1 filling 2 development 3 operation 4 services 5 flows
from suppliers by road / rail / river/sea 5 near the production
6 both
facility and near to transport facilities 6 it will be sold by retailers;
3
transport to the retailers would mostly be by road 7 a wide range
He means that information does not just go from people at the start
of retail outlets, including cafes, vending machines and supermarkets
of the supply chain to those later on in the supply chain, but also
Other decisions for particular countries: about the taste, colour,
goes back to the people at the start from people who are involved
recyclable packaging, calorie content and pricing.
later on. Examples: Information about the quality of the coffee flows
from the customer to the retailer and then back along the line to all
7.2 Practice: The role of the customer in SCM
the participants including the coffee farmer. Information about the
size and timing of a delivery passes from the supplier to the retailer Introduction
and then from the retailer back to the supplier if the delivery was 1 Suggested answers
incorrect in any way. The main advantage for customers is that the cost of the product is
lower.

ANSWER KEY 1 7 7
2 Suggested answers 7.3 Skills: Negotiating skills
The main advantages for the company are that they do not have to
Introduction
use so much space for storage or shipping goods as they would if
the goods were already assembled and they do not have to deliver 2
to the customer, which also saves time and money. 1 Decide what you want to achieve 2 Decide how much you are
prepared to compromise 3 Establish a relationship 4 Exchange
Reading 1: Introduction to IKEA's supply chain
information 5 Make proposals and bargain 6 Come to an
2 The goods should benefit not only the customer but also the agreement 1 and 2 occur before the negotiation
environment.
Listening 1: Exchanging information
Reading 2: IKEA and the primary sector
1 Suggested answers
2 Suggested answers 1 If a lot of customers return goods, you will waste money on storage.
- IKEA, suppliers, raw materials, sustainable sources, - impact, 2 If you receive three small orders instead of one large one for the
production, environment, - resources, production, use, recycling, same delivery address, you will waste time and resources.
- 50% products, wood, recyclable, renewable, - tables, rugs, space, 3 If you sell products made making child labour, you might get a
- code of conduct, IWAY bad reputation.
4 If there are delays in receiving an order, you will lose some
Reading 3: IKEA and the secondary and tertiary sectors
customers.
2 Suggested answers 2
Secondary sector: 1 Situation 2: Receiving three small orders instead of one large one
Swedwood - suppliers, sustainability, IKEA code (IWAY), forthe same delivery address.
environment, work practices 2 Combine some of the orders.
Tertiary sector: 3 It would create more work, because they would have to cancel
service sector, 260 shops 36 countries, customers pick up purchase, some orders and increase others.
IKEA catalogue services, sustainability in stores and for employees 4 b, c

Language focus 1: Verbs to describe the supply chain Listening 2: Persuading

1 1
1 collect 2 supply 3 assemble 4 reduce 5 deliver 1 b
2 Suggested answers 2 Because they would have to make additional orders which would
At my office we use a lot of recyclable paper. The paper is supplied to lead to them having more work.
us from a company in Poznan. They deliver it to our company every 2
Wednesday. If we need any, we must complete a form and collect it Stage 4 (exchange information) and Stage 5 (make proposals and
from the storage room. We don't use as much paper as we did five bargain)
years ago and we are continuing to reduce the amount we use.
Language focus: The language of negotiations
Language focus 2: Using conditionals 1

1 question 1 Find out new information

question 2 Check information
1b 2 c 3 a
2 2 Suggested answers
zero conditional: if+ present simple tense + present simple tense 1 The question is, do you have to cancel an order if you want to

first conditional: if+ present simple tense + will future tense combine two?

second conditional: if+ past simple tense + conditional form (would 2 You mean the orders are on different time lines?

+ infinitive) 3 You mean the orders have all got different numbers?
4 4 You mean there's a standard procedure for handling the orders?

1 1 when 2 if 5 The question is, can you increase the first order to two thousand

5 and cancel the next two?

1c 2 a 3 b 3 Suggested answers
6 1 If we have extra work, that means we (will) need to employ more

1 provided that 2 unless 3 in case temporary staff.

7 Suggested answers 2 If we have to deal with an additional twelve thousand packs, that
1 ... you write the agenda. 2 ... they will go to another supplier. means we (will) have an extra day's work.

3 ... we would increase our transportation costs. 4 ...there is a 3 So, if we increase the workload of the team, that means we will
fire. have extra costs.

178 ANSWER KEY

4 Well, if we have to cancel an order, that means we have to cancel 8.2 Practice: Kaizen in practice
the whole scheduling plan.
Listening 1: Defining kaizen at Isuzu
4 Suggested answers
1 Yes, perhaps you will/would need to employ some temporary 2
staff. But we will / would simplify our orders and you will/would 1 efficiency 2 changing 3 operation 4 motivation
reduce your delivery costs.
Listening 2: How does Isuzu use the kaizen concept?
2 Yes, it means an extra day's work. But we will/would benefit by
dealing with fewer deliveries, and you will/would benefit by 1 1 b 2 c 3 b
processing fewer orders.
Transferable skill: phrasing
3 Well, yes, it means extra costs initially. But, in the long term, we
will/would save money in purchasing, and you will/would save 2 Suggested answers
money in production. The interviewer is probably checking that he has understood how
4 Yes, it means cancelling that particular scheduling plan, but we the competition works.
will/would both benefit from a reduction in paperwork. 3 Suggested answers
Paraphrasing in spoken English is often used to support and help the
8 Q uality m a n a g em en t other speaker by showing that you understand. In written English it
8.1 Theory: Kaizen can be used to help you put other people's ideas into your own words.
4
Reading: Understanding the basics of kaizen
1 benefits 2 companies 3 employees 4 generally
1 5 higher employee morale
1e 2b 3a 4c 5 d 5 Suggested answers
2 In addition to the advantages, staff in kaizen-based organisations
1 FThese ideas come from everyone. find that, on the whole, work is easier and is more enjoyable; this
2 F Many companies implement 90% of these suggestions. adds up to a happier workforce who are more satisfied with their
3T 4T 5T 6T 7 F Employees in kaizen companies receive jobs and who tend to stay longer with the organisation.
the supervision they need to support higher standards.
Listening 3: How a kaizen project has helped Isuzu
3
to improve quality
1b 2d 3a 4c 5 f 6 e
2 Suggested answers
Language focus 1: Key vocabulary for quality management
Past: workers had to choose which parts they needed -
1 had to walk over to the shelves to collect the parts -
1b 2b 3a 4a 5a very stressful for the operators - had to remember 1,300 types of
2 vehicle.
1 came up with 2 involved 3 resulted in 4 was implemented Present: workers don't waste time - don't have to choose or walk
over to the shelves because there is kit delivery system. - now only
Language focus 2: Using the present perfect and present
one type of vehicle.
perfect continuous
Language focus: Using linking words
1
sentence c 1
2 because, but
present perfect simple: c 2
present perfect continuous: a, b, d 1 In addition (to) 2 and so 3 not only ... but also
3 4 furthermore 5 moreover
1 present perfect simple 2 present perfect continuous 3
4 adding information or arguments: 1,4,5
1 have gone out 2 have we been working 3 has been consequence: 2
talking about, hasn't found 4 has been producing, have focusing: 3
completed 5 Flave you seen, have had 6 have been looking or 4 Suggested answers
have looked (this depends on whether the speaker sees this action All new employees receive detailed training. In addition to that, each
as complete or not), have been using, have had trainee has a qualified instructor from the department in which the
new employee will work. Moreover / Furthermore, the employee
and instructor evaluate all training.

ANSWER KEY 179

5 to tell the others what happens currently when customers want
Therefore, consequently brochures in other languages.
Because Getting a turn: He repeats the same word ('we - we') to get attention.
3 Suggested answers
8.3 Skills: M anaging and participating in Can I just come in here?; I (just) wanted to say ...; Sorry to interrupt,
m eetings b u t ...
Introduction 4
The action point is for Eddie to put the brochures in other languages
Suggested answers
on the website and put in a link (a flag) where customers can click to
2
access the brochure.
In a foreign language, people speaking too fast and using idiomatic
Chris says, 'Can can you sort that out, Eddie?'
language; other people may not have as good a level in the
language as you. In your own language, some people may try to Language focus 2: Using explicit language
dominate or go off the agenda.
1 Suggested answers
4
1,2 and 4 are only used by the chair.
The person chairing the meeting could help by making sure that
1 The first thing is ... 2 Chloe? 3 First... 4 Excellent.
people stick to the agenda and by inviting everybody to speak.
5 But, but
Listening 1: Managing participation 2
1c 2d 3 e 4a 5b
1 true 2 false - a train company is paying for it 3 true
3
4 false - they develop children's products but give the manufacturing to
The longer (explicit) strategies can be used in more formal situations.
sub-contractors 5 false - they prefer cheaper products
They can also be used to make sure you are making yourself clear in
Language focus 1: Introducing, summarising and meetings like telephone and video conferences.
sequencing
Writing 4: Writing group emails
1 and 2
Introduction
1 So, it really is an exciting time. 2 I want to get finished by
eleven, if we can. 3 Julie, can you just go through yours? 4 He differences in sending an email to an individual and to a group of
uses words and phrases like Right, Excellent, Great news and Good. people: When you write a group email you might not know all of the
He remains positive when receiving bad news: Fair enough. 5 OK. people who will read it. You will need to keep it formal and clear.
Great.Thanks, Julie. Some promising looking things there. Chloe?
3
Language focus 1: The dos and don'ts of writing group
emails
1 The first one ..., Next one, The only other thing to mention ...
2 So that's where we're up to. 1
4 Suggested answers dos: 3,4, 6, 7, 9
- to sequence what you want to say: First/second/third, etc., the don'ts: 1,2,5,8,10 (mention an attachment at the beginning of the
first/second/next/last one is ..., the first/second/last thing (to email)
mention) is ... 2
- to summarise a contribution: (I think) that's all/it, (I think) that's The email gives the details before the main point; the subject line is too
everything, that's all I wanted to say. general; all of the information is in one paragraph; it doesn't use bullet
points; it would be better to mention the attachment at the start; it
Listening 2: Interrupting and making a contribution
uses long, complicated sentences.
1
Language focus 2: Structuring information
1 PVC 2 The owner said that they had a problem finding a
supplier. 3 She thinks that the brochure should appear in German 1
and French on the website. 4 Eddie says that if customers Who? The message is for all staff members.
request a brochure in another language, they can send it to them What? The message is a group email.
electronically. 5 They decide to scan in the brochures so that they Why? The new head of Human Resources wants to introduce herself.
appear on the website in a link with a flag for the country. 2
2 Paragraph 1: She introduces herself.
Chris - Reason for interruption: He thought Pan Foam already had Paragraph 2: She explains how she wants to get to know staff in the
brochures in foreign languages on the website; company.
Getting a turn: He asks the question,'I thought we were already Paragraph 3: She gives information about where her office is so that
doing that, weren't we?'Eddie - Reason for interruption: He wants staff know where to find her.
Paragraph 4: She ends with a friendly comment.
180 ANSWER KEY
9 M arketin g strategy 3 Rice - in-store price promotions such as discounts or extra
points on loyalty cards. A variety of advertising with a message of
9.1 Theory: The 4Ps of marketing value for money for the supermarket in general and examples of
Introduction discounted products. TV - examples might includeTV advertising
during programmes watched by the target market, probably in
1 Suggested answers
the evening. Message will focus on communicating an image of a
1 Extreme sports fans might not be watching TV in the daytime.
successful lifestyle.
2 Not all countries use 2 pin plugs.
4 Rice - the supermarket can sell this product as easily online as
3 Ferrari buyers generally think about quality, service and a exclusive
in their physical stores. The breakdown o f sales will depend on
image, not price. It could damage the brand's image.
how widespread internet penetration is in a particular market and
4 There are a number o f over 70s who do not use the Internet and
how customers prefer to buy. From a producer's perspective, it
so would not be able to buy this product.
is very unlikely that they will be able to sell much directly to the
Reading 1: Introduction to the marketing mix (4Ps) consumer. TV - the main distribution channels will be indirect via
high street stores, as some customers will want to see and touch
1 true 2 true 3 true 4 false -T h in k about the Nike logo and
the product and ask questions to a salesperson, and online which
how this influences people's ideas on the product.
might provide greater opportunities for direct distribution.
Language focus: Marketing terminology
9.2 Practice: Marketing strategy in the
Ta 2b 3a 4b 5a
p a p e r industry
Reading 2: Group reading on the 4Ps
Introduction
Price
1
1 It is the only one that generates turnover for the company.
The main products are recycled toilet and kitchen paper. They sell to
2 Penetration pricing is when you enter the market at a low price
business customers and end users throughout Europe.
to quickly gain a high market share; skimming pricing means that
3
you enter the market at a high price and then gradually decrease
It tells them about people's preferences for different types of paper
it; competition pricing means that you enter the market at a price
product that they use in their home.
that is similar to your competitors.
Place Language focus 1: Marketing terminology
1 Place means the way in which the organisation distributes its
1
goods to the customer - to make sure it gets to them at the right
1 specialist, small 2 very similar 3 'feel good factor'
time in the right place.
4 sold, price 5 large 6 price
2 Indirect distribution means that somebody other than the
2
manufacturer distributes the goods. Direct distribution means
If the price rose slightly, smokers would still buy them as they would
that the manufacturer is also responsible for the distribution.
still have a strong need for them. If the price fell slightly, it would not
Promotion
make non-smokers buy them and most smokers would continue to
1 Promotion is important as it is the way in which the company can
smoke the same number of cigarettes.
tell its target market about the benefits of their product.
3 Suggested answers
2 advertising, public relations, personal selling, direct mail, sports
cars: sports cars; tourism: adventure holidays; coffee: gourmet
sponsorship and in-store promotions.
coffee beans; shoes: ballet shoes
Transferable skill: Applying business theory 4 Suggested answers
You can transform bottled water into a lifestyle product by investing
1 Suggested answers for the own brand rice and TV
money in creating and developing a brand. Possible ways to
1 Own-brand rice - penetration pricing. You keep the price as low
differentiate your bottled water from other bottled water include
as possible to maximise sales to consumers whose main objective
using recycled plastic or glass for the bottle, creating a bottle with
is to pay as little as possible.They are not concerned with brand
a unique design, using famous people in promotion campaigns,
or image and probably see one packet of rice as no different from
adding ingredients such as lemon, etc. to create a range of fruit-
another packet. TV - price skimming.The aim would be to set the
flavoured mineral water.
price high when the product is launched. At this point there will
5
be little competition and so the company can charge high prices
niche market: low turnover/high margin
as the customer has no real alternatives. As more competitors
mass market: high turnover / low margin
enter the market, they can progressively lower their prices to
remain competitive. Listening 1: Target markets and product

1 b 2 b 3 b

ANSWER KEY 181

 Listening 2: Price and prom otion Language focus 1: Clarity and signposting

1 1
1 true 2 false - i f we w ant to keep customers loyal, we have 1 do 2 don't 3 don't
to try to give them information on the range o f products and 4 do - it is important to use simple tenses for clarity, the present
brand 3 true 4 true 5 fa ls e - ... the packaging for the perfect helps you to build links between the past and present
products are very, very im portant 5 do 6 do
2 2
Channels mentioned: 2 ,3,4,5,7,8,9 1 It uses a passive. 2 It's too technical. 3 It's too informal fora
presentation to the board o f directors. 4 The level of English is too
Listening 3: Place and international marketing
complicated. 5 A simpler tense could be used.
1 supermarkets and hypermarkets 3
2 small shops and wholesalers 1 The distributors received the order early, so well done, everyone!
3 There are long negotiations and the action plan must be very 2 This is impossible to change if you don't know the abbreviations.
structured for the mass market. The traditional market is simpler, 3 Good afternoon, members of the board, I hope that you are all
but it's difficult to know what's on the shelves in small shops. feeling well.The good news that I would like to pass on today is
4 90% in France, 50% in Italy that our sales figures have increased.
5 In Italy the preference is for white and in France pastel colours. 4 If the board agrees to it, the situation will get better.
5 He told me he didn't know about our company.
Language focus 2: Speculating in past and hypothetical 4
situations
1 c, e 2 a, g 3 b, f 4 d, h
1 5
1 no 2 yes Could be used in the introduction: b, c, d, e, f
3 no, because he didn't realise that there was a problem 4 no 7
2 The details will probably be included in the main body of the
second conditional 1,2 third conditional 3,4 presentation. Remember the introduction is just to give the
3 background information and you must keep the audience interested.
1 second conditional 2 third conditional
Listening 2: A persuasive introduction
4
Would: when we are sure that this is what the result would have 1 Suggested answers
been; M ight to say that it was a possibility, but we are not sure. social, health, economic, environmental and aesthetic
2
9.3 Skills: O rganising and creating 1 males aged 15-44 2 keeping land for parking cars in use in
interesting presentations cities 3 they looked more beautiful 4 because it is densely
populated
Introduction
3
2 Suggested answers He tries to get the audience to agree with him by presenting
prepare thoroughly; practise; check any technical equipment surprising facts and by showing how much better places would be
you are using; make and maintain eye contact; do not read your w ithout cars.
presentation; sound confident; project your voice; do not speak too
quickly; don't be afraid of pauses. Language focus 2: Persuading and raising interest

1
Listening 1: The classic introduction
1b 2d 3a 4g 5 f 6c 7e 8 h
1
2
1 to present the company's preliminary results 2 switch off
3 He makes a surprising generalisation. Cars and trucks have become
their mobile phones 3 about 45 minutes 4 there will be a
a major cause o f social, health, economic, environmental, and
Q&A (Questions and Answers) session 5 financials 6 business
aesthetic problems in cities.
performance
4 He uses a surprising fact. Cars have become one o f the leading
2
causes o f death in almost every nation, and the leading cause o f
1 Make clear what you want them to do to avoid interruptions. Tell
death among males aged 15-44 worldwide.
them what you are going to do so they are prepared; this can also
5 He makes a challenging statement.... there will be serious energy
be a useful reminder to you about how you are going to present.
shortages within a decade.
6 He calls for action. It is time to build more cities w ithout cars and
trucks.

1 8 2 ANSWER KEY
7 He asks rhetorical questions. What would happen if we designed Language focus 2: D ifferent types of customer
cities without any cars? Would anyone want to live in such a city?Does
1
it make social, economic, ecological, and aesthetic sense? Is there an
B2B: Business to Business
effective and economical way to provide transport without using cars
B2C: Business to Customer
and trucks?
B2G: Business to Government
3 Suggested answers
C2C: Customer to Customer (also Client to Client)
1 It's time to solve the problem we have with marketing this
2
product.
1 B2B 2 B2G 3 B2C 4 C2C
2 We have sold 20 million units. That means that half of all
households in this country have bought one o f these. 10.2 Practice: A value-centred approach to
3 Do you think that people like this advertising campaign?
CRM
10 C ustom er relation sh ip Listening 1: A value-centred business
m a n a g e m e n t (CRM) 1
10.1 Theory: CRM as a part of business 1 Identifying and applying the things that you care about to your
managem ent business.
2 the high quality and the'experience'of the product; using
Reading: CRM as an essential part of business
American labour and sheep; taking care o f the environment;
management
working with the local community and a wide choice for
1 customers.
1c 2 e 3d 4a 5 f 6b 3 a wide variety of sizes
2 4 By giving 10 percent of the profits to non-profit organisations.
1 sole trader 2 scope 3 wastage 4 stress 5 instant 2
6 cost-effective 7 perspective 8 implies 9 exceeding Non-profits are organisations like charities which do not make a profit
10 to resource (for owners or shareholders), but use their funds to achieve their
goals, for example helping certain groups of people.
1 a vital factor 2 the same for every organisation
Listening 2: Communicating values to the customer
3 meet the customers'goals and the organisation's goals
4 to increase profit 5 reduces costs 6 get information from 1 and 2
customers 7 like a partner 8 Providing service 9 manage CRM The company values are communicated via the company website,
by the way they treat their customers, and through interaction
Critical analysis
(correspondence) with the customers.
Suggested answers 3
This is probably because if the staff are satisfied with their work they 1 They have a policy o f free return for example, if a customer doesn't
are happier and deal with customers in a better way. Also clients get like an item or it's the wrong size, without asking questions.
to know the people they are dealing with and build up a relationship 2 They answer all correspondence and provide transparent, clear
with them. answers.
4
Language focus 1: Compounds
He asked to see the waste treatment facility of the textile
1 manufacturing company to make sure their manufacturing practices
1 nouns: customer service, relationship-building; adjectives: cost- were ecological - that they were cleaning the water they used in
effective, value-adding manufacturing before putting it back into the river.
2 noun + noun: customer service
Listening 3: Engaging with the customer
3 noun + adjective: cost-effective, relationship-building, value-adding
2 1
1 profit-sharing, profit-making 2 record-breaking la 2b 3a 4a 5a
3 loss-making 4 problem-sharing 2
5 product-making, product-sharing, product-pricing The customer fell in love with the shirt and offered to write a
3 testimonial (a positive appraisal of the product).The point Tom
1 record-breaking 2 relationship-building 3 Profit-sharing Chappell is trying to make is that you should always engage
4 value-adding 5 product-pricing customers (even if they are'nasty'or unpleasant), and that if you
communicate with them in an honest and straightforward manner,
you can win them over.

ANSWER KEY 183

 Language focus: Past simple, continuous and perfect Language focus 1: Expressing positive opinions using
adjectives and adverbs
1
1 past continuous 2 past perfect 1
2 amazing, brilliant
1 past perfect 2 past continuous 3 be 2
4 had, past participle (3rdform) used with base adjectives: very, extremely
3 used with strong adjectives: absolutely
I was coming in (the past continuous) used with both: really
4
Language focus 2: Using encouraging and supportive
1 I found the supplier when I was looking on the Internet.
language
2 When you phoned me I was having lunch with a client.
3 She was doing a second job, but gave it up when she started her 1
new job. Id 2 e 3a 4b 5c 6g 7h 8 f
4 They found out about the product while they were attending a 2 Suggested answers
trade fair in Moscow. 1 I thought it was excellent, actually.
5 As I was leaving the building, I saw the visitors from Dubai. 2 That's really great, I'm sure that they did.
6 We were having a meeting when the directors phone rang. 3 Well, I'm sure that there were some positives in it.
5 4 That's bad luck, but perhaps we can try and find out why they
1 spoke 2 had sent 3 had found 4 had changed aren't happy.
6 5 Yes, it's absolutely brilliant.
1 d had unplugged 2 a hadn't heard 3 b hadn't received
Listening 2: Ending on a positive note
4 c had asked
1
10.3 Skills: Building a business relationship 2, 3,1
Introduction 2
1 Wonderful. 2 Excellent. Good, good. 3 Thank you very much.
Suggested answers 4 Thank you.
How can companies help their employees have good relationships
with each other? - They can try and make sure that employees have Writing 5: Responding to written complaints
good relationships by ensuring that everybody treats each other
Language focus 1: What to include in a response to a
with respect and trying to create a positive atmosphere. They can
complaint
also organise social and team-building events.
How can companies build good relationships with their clients? - 1
Companies should try and meet their clients' needs and also treat The customer nearly broke her tooth on an object (a piece of cherry
them with honesty and respect. stone) inside a chocolate bar. She wants the company to check its
quality control procedures, and she wants some compensation.
Listening 1: Using positive language with colleagues 3 Suggested answers
1 - reassure customer of high standards: explain production/
1 The event went very well. You can tell this, because the speakers all purchasing policy and quality checks relevant to the complaint
use a lot of positive language to talk about it, e.g. very good, I think. - say what improvements will be made as a result of complaint
2 Lots o f people were asking if they were going to have an event - provide compensation, i.e. refund, free replacement, voucher OR
like this again. One lady said that she visited the lake all the time explain why compensation is not possible
'but hadn't seen this bit'. 4
2 E, A, F, B, C
1 excellent 2 positive 3 good 4 brilliant 5 really 5
3 Suggested answers IE 2 B 3 C 4 A 5 D 6F
They wouldn't use such strong language if the event had not been a
Language focus 2: Using the right language
success because they would not want to draw attention to the fact.
4 Suggested answers 1 Thank you for 2 We are very sorry about 3 inconvenience
Oh dear, that's too bad / that's a pity! 4 Following your complaint 5 are currently investigating
Never mind, these things happen sometimes. 6 We are grateful to you for 7 would like to assure you
Well, it's a learning experience. 8 we value your business 9 apologise
Well, next time you could perhaps try to ... 10 look forward to receiving

184 ANSWER KEY

11 A ccounting 3
Assets: reserves, debtors, stock Liabilities: creditors, overdraft
11.1 Theory: Reading financial statements 5 Suggested answers
Introduction Some people think it is important for employers to know if their
employees are having financial difficulties, because if they are, they
1
are more likely to be open to corruption.
last item -This depends on the company and the country but
governments usually want balance sheets, profit and loss accounts, Listening 2: Reading financial statements
and cash flow statements..
1
2
Increasing: sales, cost of sales, trademarks, patents and development
Income: sales of products or service, rent on property, interest
costs
received on investments
Decreasing: administrative expenses
Expenditure: payment of salaries, purchase of raw materials, interest
3
paid on bank loans, buying machinery
1 He thought that the company was performing well.
(rent on property = the company owns the property; rent for
2 It means that the company is probably involved in selling a
property = the company pays money to use the property)
unique kind of product and this part of the balance sheet will
Listening 1: Who uses financial statements? continue to increase in the future.
3 He thinks that the company is cutting costs and that this is
2
probably due to external factors.
1 1 Companies draw up financial statements to show what work a
4
company has done in a specific period of time.
1 is quite dependent on 2 is selling 3 the previous period
2 top management, shareholders, possible future investors, tax
4 growth 5 cut their expenses 6 fewer bonuses 7 less money
authorities and other government regulatory bodies
2 Top management use the financial statements to see how the Transferable skill: Managing personal finances
company has performed and to see how they can improve
1
performance. Shareholders use them to spot positive and
Long-term: 2,5,6, 7; Short-term : 1,3,4
negative trends in order to make future predictions about their
investment. External users may also use financial statements to
11.2 Practice: Cash flow problem s
see if they want to invest in the company. Tax authorities and
government regulatory bodies will look at company statements to Introduction
check the company's financial activity. 1
3 Suggested answers 1 credit card 2 direct debit 3 bank transfer 4 cash
Employees are interested in how well the company is doing 5 debit card
because that may affect how secure their job is. Similarly, suppliers 3
will want to know how secure the finances of the company are The biggest problem with buying something on credit is that you
before entering into a contract with them.The company's bank end up paying a lot more than the product actually costs. In some
also needs a clear overview of its financial situation so that it cases you might still be paying for the object even when you can't
can set its credit rating. The local community authority is also use it any more.
interested in the company's finances because it provides jobs for
local people. Reading 1: Recognising the cash-flow problem

Critical analysis 1
1 a lag between paying bills and getting money from customers
Some companies might try to make their figures look better in order 2 Tony waits until the end o f the month to send out bills.
to get more investors. Others will try to make their figures look worse 3 He uses his credit cards to pay bills (which have interest costs).
to avoid taxes. 2
1 false - has grown steadily in recent years 2 true
Language focus: The profit and loss account and the
balance sheet 3 false - Tony also waits until the end o f the month to invoice all the
finished jobs. 4 false- he tends to let outstanding debts go on too
1 long 5 true
1c 2 f 3 h 4 e 5b 6 i 7d 8g 9a 3
2 1 lag 2 fortnightly 3 the balance 4 to invoice 5 hassling
1 turnover 2 cost of sales 3 gross profit 4 net profit 6 outstanding debt 7 supplement

ANSWER KEY 1 8 5
 Reading 2: Analysing the problem 3 Suggested answers
Diagrams can help the audience to see clearly what is happening.
1 Because he is late paying them.
They are especially useful to show figures and what impact those
2 He could lose his business.
figures have. They can also show the audience that you are well
3 Because the company doesn't have a prompt billing system (Tony
prepared and have researched the topic.
waits to send out his bills).
4 Because they don't have the cash to pay for the equipment they Listening 1: Talking about facts and figures
need.
Id 2 c 3 a
Language focus 1: Terms to describe cash flow
Listening 2: Setting goals and targets
1 extra money (the other tw o refer to extra stress for the company)
1
2 cash cow (a cash cow is something that keeps giving you money)
1 To focus on sales activity.
3 enormous chance (this is positive)
2 If they don't spend their time with customers, they won't sell.
4 income (this is money that you receive, the other two are money
3 12 percent
that goes out of the company)
2
5 accurate (the other two refer to things done at the time they
Because he wants to stress the importance of what he is about to say.
should be done)
6 cash shortage (the other tw o refer to spending money) Language focus: Describing changes and trends
7 your creditors (these are people you owe money)
1
Language focus 2: Talking about obligation and giving Graph 2 is correct.
advice 1 increased 10% 11%. 2 decreased 11% 10%.
2
1
Graph 1: level off, Graph 2: fluctuate, Graph 3: peak, Graph 4: recover
1 a, b, e, f, g (have to, need to, must)
3
2 c, d, h (should, ought to)
go up: rise, jump, increase, soar
2
go down: plummet, fall, decrease, plunge
1 a, c, f (mustn't, ought not to, shouldn't)
4
2 b, d, e (don't have to, don't need to, needn't)
1 rise and increase; fall and decrease; soar and jump; plunge and
3
plummet 2 soar,jump, plunge, plummet 3 rise, increase, fall,
have to and need to use do to form questions and the negative;
decrease, jump, plunge, peak 4 irregular verbs: rise (rose, risen), fall
need to has two possible negative forms: don't need to and needn't
(fell, fallen)
Question: verb + subject
5
must I ...? should I ...? (Note: we don't usually say ou g h t/to ...? )
1 rose/increased 2 increase/rise 3 has fallen/has decreased
Negative: verb + not/n't
4 recovered 5 (had) soared/(had)jumped/(had)risen/rose
you m ustn't... (users) shouldn't... (that) ought not to ... you
6
needn't...
1 by, from, to
Question: do + subject + verb
by describes the amount of change (by an average of)
do I have to ...? do you need to ...?
from and to indicate start points and end points of change (from
Negative: do not/don't + verb
111.10 yen to 111.57yen)
we don't have to ... you don't need to ...
2 of (a rise/fall o f ...)
4
3 a t - it is also used after level o ff
1 doesn't have to 2 mustn't/shouldn't 3 shouldn't
7
4 don't have to 5 mustn't 6 shouldn't
1 by 2 to, at 3 from, to 4 of
11.3 Skills: Presenting facts and figures 12 F in an ce
Introduction
12.1 Theory: Investing
1
Introduction
la 2 b, c
3 b - the x-axis shows the time over a period of years and they-axis 3 Suggested answers
shows bank interest rate percentages; c - the x-axis shows the exciting - investing in a start-up company; solid - buy gold;
time over a period of years and the y-axis shows the volume of comforting, flexible - keep it under your bed; safe - buy property;
sales in millions risky, unpredictable - buy shares; predictable - deposit in a savings
account.

186 ANSWER KEY

 Business view 12.2 Practice: Looking for investment
1 c 2 b 3 a Transferable skill: Dealing with numbers

Reading: Deciding where to invest 2

Conversation 1:1 0254 963201 2 13 April 3 01718451205
2
4 8.15
1c 2 e 3b 4 f 5g 6 d 7a
Conversation 2:1 60 2 ¤5,544 3 BC/90-492 4 ¤5,250
3
5 ¤10,794
1 true 2 true 3 false- If everyone already agrees that
a product is groundbreaking and innovative, it's too late for Listening 1: Starting a company
investors. 4 true 5 true 6 false- Big companies are often
1
much better a t making many small improvements than coming up
Having a eureka moment means that you have a really good idea
with one big blockbuster innovation. 7 false - No com pany... will
suddenly - usually because you're watching something happening
survive without coming up with new products and services.
that makes you think of the solution. Sharon's eureka moment
Language focus 1: Using vocabulary about investing involved realising that the technicians were wasting a lot of time and
money, and that if they had a special tool, they could save at least
1
half an hour of work for every job. The word may have come from
1c 2d 3 e 4a 5b
Archimedes.
2
2
1 carry out an investment appraisal 2 invest in a portfolio
d, c, e, b, a or d, c, b, e, a
3 buy shares 4 receive a dividend 5 earn interest
3 Suggested answers
Language focus 2: Making more exact comparisons Sharon had a background in health and safety so she was aware
of these issues when she watched the technician. She is also very
1
interested in finding solutions to problems.
1 -er 2 -est 3 -i 4 -er 5 -est 6 most 7 less 8 better
9 best 10 bad 11 worst Listening 2: Looking for funding
2
1
Because when an adjective finishes with a vowel and a consonant
1 loan 2 ownership 3 funding 4 trade-offs 5 interest
we usually double the final consonant.
2
3
She does not mention borrowing from the 3Fs. She mentions all of
1 by far 2 a bit 3 much 4 much 5 a great deal
the others.
6 a little 7 slightly 8 more or less
3 Suggested answers
4
The easiest way for small businesses to offer trade-offs is to offer the
1 big 2 small 3 big 4 big 5 big 6 small 7 small
investors equity in the company or future profit sharing.
8 small
Listening 3: a pitch
Output: Making decisions about investment
1 key areas 2 to the questions 3 practising / practice
Batter Blaster
4 chance 5 as a negative
Within three years of launching the product, the annual turnover for
Batter Blaster had reached 15 million US dollars. Language focus: Verbs which take gerunds and/or
k9cuisine.com infinitives
The business took off quickly and has grown at the rate of 50%
1
each month for the last year.The website gets close to 5,000 unique
Sentence 1 shows that she really enjoys solving problems.
visitors per day, and has generated about $2.5 million in sales in the
Sentence 2 refers to a habit or preference.
last 12 months.
2 1 g erun d/-ing 2 infinitive
Le Labo
3
Le Labo started with almost no outside funding. Within four years,
1b 2a 3b 4a 5b 6a
it has grown into a $4.5 million a year fragrance brand with four of
4
its own shops worldwide (and four more planned) plus 12 counters
Verb + infinitive: decide, agree, manage, seem, hope
inside the world's most exclusive retailing areas and with a number
Verb + gerund: suggest, avoid, mind, involve
of celebrity fans. 5
1 spending 2 to find 3 to finance 4 to invest 5 to be
6 giving away 7 to research 8 talking to

ANSWER KEY 187

12.3 Skills: Making and refusing requests W riting 6: D escribing charts, graphs and
Language focus 1: How to ask people to do things statistics
1 Introduction
1 a, c, e and fare polite requests The graphs in Language focus 2 are from the business section of a
2 1b 2d 3f 4a 5e 6c newspaper.
3 Intonation can make a request sound more polite by varying the The first graph shows changes in the unemployment rate. The
pitch (making the voice go up and down), for example sentence c. trend during this period is that the percentage of people who are
4 The level of politeness depends on the relationship of the unemployed has risen.
speakers and more importantly what the request is. A special The second graph shows changes in consumer confidence, which is
request which is an inconvenience for the other person is usually a measure (calculated as a percentage) of how happy consumers feel
more polite than a request where the outcome is known. about the economy and their personal financial situation.The trend is
2 that consumer confidence has fallen sharply and then risen slightly.
1 b, d, f 2 c 3 d, f 4 a, e 5 c The graphs in Output are from a website about the Brazilian
economy. They show trends in different aspects o f the Brazilian
Listening 1: Making polite requests
economy (inflation, unemployment and growth of the economy)
1 over a period of five years.
Could you...? Can w e...? We need to ...
Only the last use of 'Can we ...?'is a request,'We need to ...'is not a Language focus 1: Using adverbs and adjectives to
request.
describe changes and trends
2 1
1 Because the one they have is out-of-date. The general trend that the article describes is that the housing market
2 She asks him to find out how much a new one costs and order it in the UK is slowing down and sales are decreasing dramatically.
as a CD or download. 2
3 2 Vi percent 1 a big change: sharp, dramatically, significant
4 People will be sent a letter. a small change: gradually
5 Next week no change: static
2 adverbs: dramatically, gradually adjectives: sharp, static, significant
Language focus 2: Responding to requests
3 adjectives from adverbs: dramatic, gradual adverbs from
2 Suggested answers adjectives: sharply, significantly (note that statically is not used as
1 I don't know if that's going to be possible, I'm really busy at the an adverb
moment. 4 a big change: rapid (rapidly)
2 I'm really sorry, but I can't, I have an appointment after work today. a small change: slow (slowly), steadily (e.g. rise steadily)
3 I'd like to help, but I need to finish this report by the end of today. no change: steady (steadily) (e.g. remain steady)
4 I'm really sorry; I can't because I have to take the children to school. 3 Suggested answers
5 I don't know if that's going to be possible - I have a big deadline verb - adverb adjective - noun
for the end of the week. decrease dramatically a significant slowdown
6 I'd like to help, but I'll be working late most nights next week on rise steadily a dramatic fall
the new ABC account. increase sharply a substantial increase
decline significantly a gradual decline
Listening 2: Polite and routine requests
recover slowly a steady recovery
1 fluctuate slightly a rapid rise
1 Conversation 1: Ron asks Jen to do the documentation for 4
Dellstone. Id 2 a 3 b 4 c
Conversation 2: Simon tells Gina to do a stock check and explains
how to do it.
Language focus 2: Describing and summarising graphs
2 Conversation 2 1
3 Conversation 1 1b 2d 3 a 4 c
4 In Conversation 1, Ron makes a polite request, because what he 2
asks Jen to do is not a normal part of her job, and because it is also When you give a presentation, you can address the audience directly
a big job. and you can say this graph or here, because the audience can see
In Conversation 2, Simon asks Gina to do something that is part what you are showing or pointing to.
of her normal job, so the request does not need to be particularly
polite.

188 ANSWER KEY

In a written text, you cannot do this because you are not speaking Forces against changing to the new system: if the holiday time
directly to anybody. You need to be more precise about the graph or is during the school holidays, it would be the most expensive time
chart you are referring to. to go on holiday; nobody to answer clients'emails and phone calls
3 during the holiday period; loss of revenue from work that could not
1 gradually 2 increase 3 dramatically 4 fallen 5 sharply be done during the holiday period; some customers would not take
6 slight 7 plummeted 8 jumped 9 static 10 fluctuation the company seriously if it closed completely for three weeks every
11 rise 12 recovery summer
2
13 D e c isio n -m a k in g Force Field Analysis could be used in many different situations
13.1 Theory: SWOT analysis including decisions about organisational restructuring, decisions to
Reading 1: SWOT analysis relocate, decisions to change the marketing strategy, and decisions
about an individual's career.
2
Strengths: sentences 2,4 Weaknesses: sentences 1,6 13.2 Practice: Strategic planning
Opportunities: sentences 3,8 Threats: sentences 5,7
Introduction
3
1 true 2 true 3 false - it requires a team effort 4 false-are 2
external factors which are not created by the organisation 1 beneficiaries 2 donors
3
Language focus 1: Using SWOT-related vocabulary
1 strength 2 threat 3 opportunity 4 weakness
1
Listening 1: For-profit and non-profit organisations
1 strategy 2 model 3 method 4 analysis 5 strength
6 weakness 1
2 2 beneficiaries 3 donors 4 putting something back into society
0 strength, strong, weak 5 social change is the bottom line
Oo method, model, weakness
Listening 2: Planning strategically
ooOoo analytical
oOoo analysis, methodical 2 Anuradha Desai's questions
oOo strategic 1 Why do we want to be in one particular place?
2 What is it that we want to do?
Reading 2: The SWOT process
3 What is the environment there for us to exist and do the work?
1 4 Do we have the right kind of interest from the community?
4,5, 2, 3,1,7,6 5 Do we have support for the kind of work we need to do?
2 6 How soon will we be able to see the shifts?
Firstly; then;The next step; After that; finally 7 Who do we work with?
8 Why do we want to work with them?
Language focus 2: Verbs to describe SWOT analysis theory
9 Is there a local non-profit organisation that will take our training
la 2b 3b 4b 5a 6a 7b and model and then be able to utilise it?
10 Who will support (the work)?
Transferable skill: Make decision using Force Field
11 Who will carry (the work) forward?
Analysis
12 What are the results that can potentially come out o f it?
1 Suggested answer
Listening 3: Strategic goals
Current situation: Driving forces
Forces against keeping the current system: the current system is 1 how many training sessions there were
difficult to organise; staff have disagreements about who can take 2 how many people believed in the work
holiday at the popular times, e.g. school summer holidays; staff who 3 because their work is not fixed
do not go away during popular times are overworked because they 4 building village wells, building a school, sending 500 gifts to a
have to do the work of colleagues who are on holiday school
Forces in favour of the new system: company could save money
Language focus: Reported speech
on overheads like electricity, cleaning and security; it would feel
more like a team if everybody went on holiday at the same time 1
Desired situation: Restraining forces The verb in the reported statement is changed from the present
Forces in favour of the current system: staff want to take holiday at (have) to the past (had).
the same time as their families; staff want flexible holiday time for
things like friends'weddings and helping relatives who are ill
ANSWER KEY 189
2 14 The le a r n in g organ isation
2 He said,'I just can't find anybody.'
3 Jenny said (that) she thought it was a good idea.
14.1 Theory: The five disciplines of
4 I said (that) sometimes I'd had problems in the past. learning organisations
5 Therese told me,'I changed it myself.' Listening 1: What are the characteristics of a learning
6 I think I said,'We will make the change.' organisation?
7 They said (that) they'd normally call the customer back.
3
I f 2 e 3d 4 a 5b 6c
1 true 2 true (but the form o f could, would and should doesn't
change) 3 false 4 true
1b 2a 3a 4c 5a 6c

13.3 Skills: Dealing with problem s Listening 2: What are the five disciplines?
Introduction 1
2 1c 2b 3e 4a 5 d
Listening 1:The problem is that some of the gym mats are splitting.
Language focus: Using delexicalised verbs
The solution is to sell thicker/heavier mats.
Listening 2: The problem is the marketing suite in Liverpool.The 1
solution is to move it downstairs and to make it more attractive. 1 complete 2 provide 3 study 4 travel at 5 perform
Listening 3: The problem is a colleague who needs to be getting 2
more from her course. The solution is to give her more help. 1 eat 2 talk 3 receive 4 is ill 5 enjoy yourself
3
Listening 1: Meeting at a gym equipment company 1 arrive 2 receive 3 buy 4 go b y/catch 5 become
2 4
1 Health clubs have complained - heavy exercise machines are used 1 had 2 get 3 get 4 has/had 5 do 6 doing 7 get
on the mats; the mats are being used all the time. 2 Don't sell 8 have 9 doing
the standard mats to the health clubs; sell them the heavy-duty,
thicker mats - they will last longer. 14.2 Practice: Managing learning
Reading 1: From knowledge workshops to CoPs
Listening 2: Meeting at a company marketing beauty
salons 1
Communities of Practice
1 false - The marketing suite in York and Liverpool should capture pre­
2
opening bookings 2 true 3 false- it's much more acceptable. It's
1 true 2 true 3 true 4 fa lse-the y were experts with
in the w a rm ... 4 true
knowledge in different areas 5 fa lse-the y were from inside and
Listening 3: Discussing a colleague's course outside the community

1 no 2 because she's not used to her course/study Reading 2: The Unilever CoP framework
3 study skills support
1
Language focus 1: Proposing solutions Pillar 1: Deliverables Pillar 2: People Pillar 3: Operation
Pillar 4: Leverage
picture a: some goods have been damaged during transport and
2
delivery
picture b: the car has a flat tyre / a puncture 2,5,4,3,1
3
picture c: all the flights have been cancelled
focuses on: is concerned with
Language focus 2: Using idioms to talk about problems central to: core to
and solutions play a role in: contribute to

1 a basic set of regulations: ground rules

is concerned with: deals with
1 everyday 2 not friendly 3 people won't pay attention to it
2 initial: first

Problems: 1,3,4 Reading 3: Setting up a CoP

Solutions: 2,5,6
3 4, 6, 2, 7, 3,5,1

Iborf 2a 3 e 4borf 5c 6 d

190 ANSWER KEY

 Language focus: Key collocations for knowledge- Writing 7: Business proposals
management programmes
Introduction
1
Suggested answers
lb 2c 3 f 4 d 5 e 6a
How much does the competition charge? / How can you make your
Meanings
offer more attractive than a competitor's? / Can you do what the
la 2 e 3b 4c 5 f 6 d
customer is asking for? If not, can you offer any alternatives?
2
How detailed should your proposal be?
1 develop initiatives 2 spread good practices 3 put in place
Can you offer more than one option?
4 perform a health check 5 is realising / objectives
What should be included in the offer?
6 are worth the time and money
Can you do the job on your own or do you need to involve other
14.3 Skills:Taking an active part in people?

negotiations Language focus 1: Responding to a request for a proposal

Listening 1: The agenda for the meeting 1

1 The writer wants a proposal for a public-speaking course for staff in

1 final product 2 costings; logistics 3 supply her company.

2 2 Suggested answers

They agree. 2 Whether you are running courses in the Midlands, or whether you

3 can run a course in the Nova Tech offices.

We're getting there, yeah. Brilliant, all right then. That's all right. 3 a proposal for a one- or two-day training course

Good. 4 costings
3
Language focus 1: Giving an opinion, agreeing and a 4 b2 cl d3
disagreeing The parts of the proposal that will 'sell' it to the customer (key
1 benefits, structure of the training) should come first.
Giving an opinion: I would say th a t... As far as I'm concerned,... 4
Agreeing:That's right./Yes, exactly./That's true./That's a good Proposal: 1,3,4,7 Email: 2,5,6,8
point. /Yes, absolutely. The proposal is written as bullet points under different headings, and
Disagreeing: Yes, but we don't need to ... You ca n 't... though, you does not always use complete sentences. Writing the proposal in this
know. way allows the customer to find the important information quickly.
2 Suggested answers 5
Giving an opinion: I think ... I don't think ... In my opinion ... Key benefits: 3 How the training is structured: 4 Terms &
Agreeing: I agree (with you) /That's a good idea /Yes, definitely. conditions: 1,7
Disagreeing: I don't agree. / 1(would) disagree. / I'm not sure I agree. 6
1 Thank you for your enquiry about a public-speaking course.
Listening 2: Raising a problem 2 I would be very pleased to offer you a course
1 £1,192 2 20 3 the cost is too high 4 engineering changes 3 There are tw o different packages suggested: 1.5 days or 2 days.
4 We can discuss alternatives at any time, though.
Listening 3: Discussing a proposal
Language focus 2: Making an attractive offer
1 They need to see how much everything is costing. 2 10 percent
3 Because it guarantees profitability. 1
4 Because it could be a waste of time. 1 a, c, e, h 2 d, f 3 b, g
5 He says he agrees with him, but still insists on his proposal. 2
1 h 2 e 3c 4a 5 f 6 d 7g 8b
Language focus 2: Strategies for disagreeing

1
1 agreeing 2 disagreeing
2
Because disagreeing is more difficult: in business, people want to avoid
conflict and they don't want to disappoint their business partners.
3
1c 2 a 3 b

ANSWER KEY 191