Limba Engleza 2 semII Valcea PDF

TUTOR: JUNIOR LECTURER CRISTINA VALCEA
BUSINESS ENGLISH
2ND YEAR, 2ND SEMESTER
2008 – 2009
REPROGRAFIA UNIVERSITĂŢII „TRANSILVANIA” DIN BRAŞOV
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COURSE OBJECTIVES
1.1. The students will get familiarized to different areas of business English
1.2. The students will be exposed to business English vocabulary which will
enhance their comprehension and learning
1.3. The students will practice English from different areas: travelling,
markets, marketing, company cultures, and careers
Abilities: 1.1. The students will be able to use the structures they are presented and will
have the opportunity of producing their own contexts
1.2. The students will improve their vocabulary knowledge and at the same
time their pronunciation of the new terms
1.3. The students will be able to understand a business text and their
understanding will be checked by answering a set of questions
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I. Building a Career
1. Read the text below about how managers choose their candidates.
Choose the best word to fill each gap from A, B, C or D below.
There is an example at the beginning.
Despite what many leading employers (0) A , many of today’s top jobs in the UK (1) _____
candidates from the elite universities. Although they pay lip-service to meritocracy, in reality
many managers will automatically discard those candidates who are not from approved
universities.
One of the reasons (2) __ in support of this practice is time-saving – it is a way of sifting
through the first round of applicants. But as this type of favouritism is becoming less acceptable,
many companies have found a new way of narrowing their search. They (3) _ certain
universities by sending a representative to promote their own company, t hus gaining the
attention of those groups of people they wish to (4) . Not only that, on-campus events
mean that potential candidates get to meet people from the company face-to-face. They can
then gain essential insider information about attitudes and qualities that the company rates
highly.
But how universal is this attitude? In the States, a similar situation can be found with regard to
the Ivy League Universities. The idea that name-dropping of a prestigious university you (5)
__ can help at an interview is widely recognised in the US, although the more run -of-the-mill
institutions are trying to fight this perception. Even admissions to graduate schools often reflect
a bias toward Ivy League-educated students: nearly one-third of Harvard’s Law School (6)
students who received an undergraduate degree from one of the eight Ivy League schools
(Brown, Columbia, Cornell, Dartmouth, Harvard, Pennsylvania, Princeton and Yale). It is not
just higher grades giving Ivy League graduates an edge. The powerful connections available at
those institutions can deliver lifelong benefits for students too. Studies have shown that the top
20 or 25 private universities (7) in careers, salaries and social mobility.
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Those lower down the ranking of universities (8) , claiming that they are giving their
students a more realistic grounding in life than can be found at the more elite colleges. But, as
in the UK, it seems that it is not necessarily what you know that is important, but who you know
– and where better to meet them than at university?
0 A are claiming B have claimed C will claim D claimed

1 A filled by B filled in by C are filled by D are fuelled by
2 A gave B given C given up D give out
3 A target to B going to target C are targeted D will target
4 A will recruit B recruited by C recruitment D recruit from
5 A attended to B attended C have attended D attended by
6 A is comprised to B is comprised of C comprises of D will comprise of
7 A have predominated B have been predominated C have predominated by
D haven’t predominated
8 A will fight back B are fighting with C have fought back D have fighted back
2. Complete the sentences with the correct version of the verbs below.
The first one has been done for you.
After twelve years working at the same company, and with such a stressful position in a
dynamic market that is constantly evolving, I decided it was time for a break, and I toyed with
the idea of (0) taking a sabbatical . I had completed a year of break-neck change, and I had just
(1) ______________ , so I wasn’t sure if it was the right time. However, my relationships
outside work were beginning to suffer, and I thought I would go mad if I didn’t do something. So
I went for the more radical approach and one day I (2) _____________ . The company were
completely taken by surprise, and initially offered to give me a pay rise. But my mind was made
up: I had decided (3) ______________ , and I did. I left the next day! At first I felt fantastic, so
free. Soon after, I (4) ___________ a much smaller _____________ . The relief from stress
was great! But the market changed, and the company went under. I (5) _____________ after
only seven months. So I had to go back to the job market, and start looking all over again. I felt
the stress returning, but this time from a lack of work! I eventually found my present position. It’s
in a city some distance from my home town, but I hope (6) ________________ to the local
office soon. It’s not as good as the job I had before, and the hours are less regular, but there is
a great deal of variety, as I (7) ________________ , working in other areas of the country.
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to be laid off ▪ to quit ▪ to be on assignment ▪ to be
promoted ▪ to give in your notice ▪
to be transferred ▪
Writing
to take a sabbatical ▪ to join a company
1. Write an email based on the following brief. Write about 50–60 words.
Write a cover letter applying for a dream job of your choice that you have seen advertised. Use
dynamic language and the AIDA model used in advertising – attention, interest, desire, action.
You should use four paragraphs:
1. Get the reader’s attention

2. Give details of your accomplishments
3. Say why they should hire you
4. Request action
To: Ms Delaware
Cc:
Subject:
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2. Re-write these sentences using the correct version of the word in brackets. The first one has
been done for you.
0 I will call later when I think you have received this letter. (follow up)
I will follow up this letter with a phone call.__________________________
1 In my last job I made the company more profitable. (optimize)

______________________________________________________________
2 He was very good at thinking up new ideas for the young people we sell to. (develop)
______________________________________________________________
3 Ms Jones has done really well, even better than we first thought she would. (exceed)
______________________________________________________________
4 I would very much like to talk to you about some of the ideas I have. (present)
______________________________________________________________
5 In his two years at our company Andy Fielding has managed to get more than two times the
number of customers. (double)
______________________________________________________________
Speaking
Prepare a one-minute presentation on one of these topics. You have one minute to prepare
your talk.
A
Cover letters: what potential employers look for in cover letters.
B
Education: what benefits can be gained from attending a business school?
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II. Information
1. Look at the statements below and the extracts from an article on Virtual Organizatio ns.
Which section (A, B, C, D or E) does each statement 1–8 refer to?
For each statement 1–8 mark one letter (A, B, C, D or E). You will need to use some of the
letters more than once.
1 In order to succeed, VOs need to find ways of solving difficulties that arise when different
companies, who deal with things in diverse ways, must solve problems together.
2 The security of any company can be compromised by new communication tools.
3 Some companies can find it difficult to keep pace with advances, to the disappointment of
new and younger employees.
4 One of the essential components of building a successful virtual team has been the
understanding of the methods available to contact each other, and the effective use of these.
5 If companies do not respond to the development of international links they will lose their
competitiveness and subsequently fail.
6 More mature employees have sometimes found themselves at a disadvantage because of the
speed of change in the modern workplace.
7 Because VOs cannot exist physically in the same place, problems arise of how to build
understanding between the different companies.
8 VOs owe their existence to the improvements in modern electronic forms of contact.
A
As the global business environment grows more competitive, many firms are joining
forces with a series of other firms, creating a number of independent alliances which
have been called virtual organizations. This has only been made possible by advances in
information and communication technologies where working relationships can be built
and trade practised with no physical contact.
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B
Forming virtual organizations (VOs) involves developing strategies to deal with the
problems of working within inter-organizational teams. Certain skills have been
identified as important by universities developing these systems, and these have been
listed as critical thinking, analytical methods, ethical problem solving, stakeholder
analysis and writing policy.
C
A problem that has been identified as a potential barrier to e ffective communication has
been the issue of trust between new team members, and a lot of this has been related to
understanding how communication and product development can work effectively in a
virtual workspace. The ease of access to and the comprehens ion of the scope of the
communication tools available are key to developing a successful team.
D
In studies of VOs and other advances in the business world it is undoubtedly the more
youthful workers who are adapting to such rapid changes in the workpla ce. Their ability
to embrace change and adjust to technological forms of communication gives them an
enormous advantage over their more mature colleagues. Young people entering the
workplace today have grown up with modern technology and are fully accustomed to
using it. In fact in some workplaces, they may even feel they are taking a technological
step backwards when facilities which they are used to having are not available, like
wireless devices. They automatically use these devices as a means of multi -tasking.
E
But even great new technology has its downsides, as security becomes more and more
threatened by ungoverned use. Instant Messaging (IM) has seen rapid growth in the
office workplace, and has been praised for its speed and usefulness, as it is much faster than
e-mail and the phone for quick queries between office locations . However, information that is
shared via IM can be stored and read by others, and it has been suggested that company
security policies which exist for telephone and radio com munications should also be
developed for instant and text messaging. Network management tools exist to detect and
control IMs and other peer-to-peer connections. It also has the ability to block specific
features that could possibly leave users open to security vulnerabilities.
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2. Choose from the list of words below to complete the text. You will not need all the words.
It is with regret that I have to tell you we are far from satisfied with the after-sales service and
support we have received from your company. Our company is small, with no in -house IT
department, so we rely on you to maintain our computing systems.
Since asking you to (1) _________ our operating system we have had nothing but problems.
Our entire system keeps on (2) ________ because of incompatible software applications
provided by you. This causes serious delays as our staff can do little when the whole system (3)
________ . Despite your firewall protection, a serious
(4) _______ has entered the network, causing enormous damage, and several important
documents have been (5) _________ , which has had severe financial implications for us.
Our original plans were to purchase further hardware from you to help mobilize our workforce,
such as (6) ________ , and to (7) _________ a wireless connection through your company, but
in light of our experiences we do not intend to proceed with this until you can demonstrate a
great improvement in your services.
hard-disc failure ▪ server ▪ upgrade ▪ advance ▪ fall down

set up ▪ bug ▪ application ▪ deleted ▪ install
PCs ▪ crashing ▪ virus ▪ goes down ▪ palmtops
Writing
3. Re-write these sentences using the words given. The first one has been done for you.
0 If there was a takeover, lots of people would lose their jobs (in the event/would be)
In the event of a takeover, many jobs would be lost.________________________
1 Please remember to sign in when you arrive at reception. (Staff/reminded)

__________________________________________________________________
2 If sales do not improve immediately, it will severely affect our profits. (forthwith/affected)
__________________________________________________________________
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3 We need to solve our cash-flow problems, so we thought we could sell off some of our assets.
(with a view to alleviating/sold off)
___________________________________________________________________
4 Please remember to switch off all the machinery when you have finished.
(imperative/switched off)
___________________________________________________________________
5 Thank you for continuing to work hard for us. (continued/is appreciated)
____________________________________________________________________
Speaking
your talk.
A
Technology: how will it affect your future workplace?
B
Memos: what is important when writing memos?
III. Quality
1. Look at the four extracts below on Total Quality Management, followed by seven statements.
Which extract does each statement refer to? Mark one letter (A, B, C or D) beside each
statement 1–7.
A
To understand how to deliver quality, you have to understand your customers. Customers now
have the power to choose. Every time a customer deals with a company they have an experience
that influences their choice to deal with the company. They no longer just expect their basic
requirements to be met; they now expect them to be exceeded. Everything that is done in the
company has an impact on the performance of the business, its compliance with regulations and
ultimately customer satisfaction and much of this is beyond direct control. The management
must involve all the functions and departments within the business in order to take ownership
and to buy-in to the principles of Total Quality Management (TQM) and to understand the
benefits it can bring.
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B
Defining business objectives requires effective coordination of processes and activi ties across
the business that starts with a shared understanding of business goals and co -operation between
all departments and all personnel. When everyone is actively involved in identifying
opportunities for continual improvement in a way that values their input, their stake in
delivering the results is noticeably greater, and you know the culture is right to take the
business to the next level.
C
In today’s globally competitive and regulatory driven marketplace business management
systems and standards are serious stuff. The problem is to identify the key processes, standards,
legislation and critical issues for the business, to implement sensible systems, to ensure that the
company complies with them and to continually improve performance. Business management
systems cross all departmental and organizational boundaries and sometimes create friction
within a business.
D
Highly successful businesses are innovative, gain access to relevant knowledge, gain larger and
more sustainable contracts and measure, monitor and continually improve their business
processes in a systematic way. They ensure that each section of the business operates in the
most efficient and cost-effective way.
1. When employees feel appreciated, they will make a greater investment into the quality issues
of the company.
2. If a company is innovative, this will lead it to outperform rivals.
3. Management should make quality choices based on what the customer wants.
4. Successful businesses are continually improving their processes.
5. All employees should comprehend what the company is trying to achieve.
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6. Because of the range of TQM across all areas of the company, disagreements can occur.
7. Controlling all aspects of how the business operates is very difficult.
2. Complete this text with the correct form of the verbs in brackets. The first one has been done
for you.
It (0) has been brought (bring) to our attention that a number of items from the flat-pack
furniture range that (1) ____________ (purchase) from the South London branch (2)
______________ (return) because of unsatisfactory performance. Complaints have included
lack of all necessary connecting screws and bolts and damaged wooden panels. An
investigation of the origin of the complaints (3) ___________ (undertake), but this issue (4)
_____________ (must take) seriously by all staff. One flat-pack wardrobe collapsed in a child’s
bedroom, and a tragedy could (5) ___________ (occur). Is it a problem of management and
supervision, or are the packing machines at fault? Does this coincide with the arrival of the new
manager who (6) _____________ (appoint) three months ago? It is his responsibility to make
sure that all machinery (7) ___________ (serviced) regularly. A full report
(8) _____________ (expect) at the next meeting scheduled a week on Monday where we hope
the answers will be forthcoming.
Writing
1. Write passive questions for the short answers. The first one has been done for you.
0 Your car/service/now? Yes it is.
Is your car being serviced now?__________________________________________
1 Reports/write? No, not yet.

___________________________________________________________________
2 Do you think/the targets/reach by next week? Probably not.

___________________________________________________________________
3 When/your computer/upgraded? Two months ago.
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___________________________________________________________________
4 You/ask/to attend the conference? Yes I have.

____________________________________________________________________
5 The email/receive/by the time he call? No, it hadn’t.
Speaking
your talk.
A
Delivering presentations: make and break factors which will affect good delivery.
B
Writing procedures: how to write clear and concise directions or instructions.
IV. Feedback
Read the article about performance reviews and sentences A–E below.
Choose the best sentence to fill each of the gaps 1–5. Do not use any letter more than once.
Every company has them, but the appraisal or review can often be a painful experience,
dreaded by those who give them and those on the receiving end. As with everything in 21 st
century business, things change but human nature does not. Nobody actually enjoys hearing
about their inefficiencies and weaknesses, and few bosses look forward to describing them. (1)
___ . If you cannot easily measure something, equally it is very difficult to evaluate.
Feedback, when used correctly, is an essential tool for learning. (2) _ . By

understanding that gap, the individual can take steps to close it. Badly delivered appraisals can
undermine and damage a person’s confidence in their abilities, and their position in the
company. Ineffectual appraisals serve as a waste of resources in both time and money. (3)
_ . One method suggested as a blueprint for giving feedback is presented in the acronym
BOOST. An appraisal should be Balanced, giving positive and constructive points; Observed,
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using real examples; Objective, being based on facts, not feelings; Specific, using specific
examples and Timely, so should be given very close to the event.
Another similar model is FAST Feedback, this time signifying Frequent, Accurate, Specific,
Timely. Again the importance of time is stressed, suggesting that most if not all positive learning
benefits can be lost if the critique occurs too long after an event has occurred. This has also
been attributed to the project-driven, results-oriented workplace of today. (4) _ . The
modern ‘just-in-time’ workplace needs a feedback system that reflects the same ethic.
A word of warning, however, has been offered for this fast turnaround appraisal scheme. (5)
. Highly charged events need to be handled with sensitivity, and it may be of benefit to let
emotions cool a little before dealing with the situation head-on. If the issue is really big, it is
important to handle it with a face-to-face meeting properly scheduled and attended.
A. And as the workplace has evolved and become more team-oriented, so it has become
tougher to measure individual performance.
B. It has been argued that modern feedback should shed its typical delivery mode, and instead
should be incorporated into routine meetings and memos, even through email and voice mail.
C. Human behaviour being what it is, a lot depends on the event which has occurred, even in
the most pressured environments.
D. Therefore, because they are so essential in establishing good working practices, several
models have been suggested for use when planning appraisals.
E. It is information on the gap between current and target performance.
Read the appraisal below. Choose the best word to fill each gap (A, B, C or D).
Mark is a (1) _____ individual and this helps when he is selling to customers. He seems to
be (2) _ well in the department. However, other colleagues have found him a little too
(3) in his approach to the business of meeting targets, and his line manager has
expressed concern that he might be in danger of (4) if he continues working the way
he is.
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In order for him to avoid getting too (5) over individual targets, it is important for him
to be reminded of some of the long-term goals of the team and to encourage everyone to (6)
. While his own sales targets are fine overall, the team are having problems in sticking to their
(7) , which was set at the beginning of the year, and many of the excesses can be
found in Mark’s recent expenses sheet he submitted recently.
We have a difficult task ahead in maintaining our biggest client, and the contract is up for
renewal imminently. That is the next (8) which we should be concentrating on, and
which requires a team effort. We need to move forward in a
(9) manner, and with the whole team (10) for us to succeed.
1. A commanding B co-operative C cautious D confident

2. A settling up B settling in C selling out D settle down
3. A single-aimed B singled-out C simple-minded D single-minded
4. A burning out B burning up C burning down D burning through
5. A excited B anxious C stressed D strained
6. A pull around B pull together C pull up D pull through
7. A plans B budget C guns D promise
8. A project B marker C milestone D plan
9. A decisive B descriptive C desperate D downright
10. A getting on well B passing the buck C pulling over D pulling their weight
Writing
Using the words in brackets, re-write these criticisms so they are more constructive, by
reformulating the statements as questions. The first one has been done for you.
0 If you make this kind of mistake again, we will have no choice but to fire you. (realize)
Do you realise that this kind of mistake could have serious consequences for you?
1 If we don’t find a solution, we are going to lose our best customer. (realize)
___________________________________________________________________
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2 Next time you find yourself with a problem you must ask for help. (think)
____________________________________________________________________
3 I can’t imagine what you did to make the customer so angry. (have)
____________________________________________________________________
4 If you could have been a little less inflexible, this wouldn’t have happened. (agree)
____________________________________________________________________
5 You should have contacted me immediately. (think)

____________________________________________________________________
Speaking
your talk.
A
Management: how to manage difficult people.
B
Report writing: what to include when writing a report.
V. Selling More
Read the text below about hiring good salespeople.

For each question or incomplete statement choose either A, B, C or D.
How can a company produce good salespeople? Surely if the product is what people want, it
will sell itself? In fact, though, there is a multi-million dollar industry out there, and everyone is in
competition, all chasing the same targets. Suddenly it is not so easy after all. For the long -term
growth and profitability of a company, building a high-performing team of salespeople is crucial.
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What does the recruitment officer have to consider when interviewing a potential salesperson?
He might ask, for example, how much energy the individual has, and how efficient they can be.
Crucially, how will they deal with rejection that is part and parcel of a salesperson’s life? Will
they persist or will they turn tail and quit? How motivated are they by the hunt for new
customers, and how much attention will they give to the maintenance of the current ones? Are
they likely to share information, or hoard secrets? What is their attitude to risk-taking? And just
how much sheer effort will they put in to be successful?
But it is not just the responsibility of finding the right person. That is an essential, and cost
incurring process in itself, but having found that winning personality, it is crucial that they stay
with the company. If, after the company has recruited, trained and groomed the right person,
they then leave to work for the competition, how much wasted profit does that represent for the
company, which then has to embark on the whole costly process again?
It is therefore important to identify factors that help drive a successful salesperson. The first and
perhaps most obvious is money. Sales effectiveness is measured by money. If you sell, you get
paid. Often, if you don’t sell there is no financial reward at all, as many such jobs are
performance-based. This establishes the competitive nature of the job. However, the
competition is an internal one, where the person is actually in competition with themselves. This
is where targets are essential, as the successful salesperson is constantly trying to improve
their previous records. It is a powerful desire to excel which motivates them to succeed. A
successful demonstration of this acts as a positive influence on their morale, and ultimately the
sense of fulfilment they get from the job.
Another, perhaps less obvious motivator can be recognition. To be in competition with oneself
means that the recognition of one’s achievement could also remain internal to oneself. This
suggests that external recognition of targets achieved can create pride and identification with
the company. Titles such as Sales Executive of the Month or Senior Sales Club membership
can offer the acknowledgement of success and the ongoing motivation which builds strong
bonds and associations between the salesperson and the company, thus ensuring a successful
relationship.
1 What reasons are given for constructing a team of good salespeople?

A The competition already has them, so you should too.
B If the product is already great, a great sales team will have no problem.
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C It should positively affect the viability and size of the company over time.
D Selling is good for business.
2 Why is facing up to the possibility of being turned down an essential skill in a salesperson?
A It increases the individual’s efficiency.
B Unfortunately it is an everyday occurrence, so you have to get used to it.
C Persistence is not always enough.
D In the long run, you can’t change people’s minds any other way.
3 According to the text, why is important to establish a good working relationship with an
employee?
A There are not that many good sales people out there.
B Many resources used in finding and molding that person would have been better used
elsewhere.
C A sales team likes to stick together once it is formed.
D If successful, they could be head-hunted at the expense of the original company.
4 According to the text, how does money help the effectiveness of a salesperson?
A It is a performance indicator of the most motivating kind.
B If you want to get paid you have to sell.
C You can buy anyone if you pay them enough.
D Without money, you won’t achieve anything.
5 What other motivators have been suggested to influence such a person?

A A sense of belonging to the group of a good company.
B A feeling of superiority from doing better than the others.
C Wanting always to do better than you did before.
D Constantly hitting targets makes you feel good.
6 The final paragraph discusses the benefits of recognition which help to

A make the person feel good.
B build an internal and external reward system.
C form a sense of responsibility for the future of the company.
D establish a connection between personal and company achievement.
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VI. Marketing Mix
Read the text on the Marketing Mix. Choose the best word to fill each gap from A, B, C or D
below.
The Marketing Mix has been the golden rule used by marketing managers everywhere to
engage customer attention and (1) ___________ this interest to sales. The four Ps of Product,
Price, Place and Promotion date back nearly 50 years. But this approach to marketing does
have its critics, who argue that the true success of sales is completely down to the customer,
and what he or she wants is an important decision factor. The Product, for example, is not just
the (2) __________ product or service itself, but a whole host of associated warranties that one
attaches to it. These are society based and driven. Price is usually associated with cost (3)
___________ , and therefore ‘how low can you go’ is the dilemma. But cheapest is not
necessarily best, as the price should reflect the value for benefits it offers. Something that
increases social status or sexual magnetism can be considered by some worth more than the
literal financial value placed on it.
The concept of Place in the Marketing Mix, often referred to as the distribution
(4) __________ , usually represents the locations where the product can be purchased,
physical or virtual. However, place should refer also to timing, ensuring that the product is there
in the right place, supplying customers’ needs to their own personal schedule. With e-business
this includes visibility in search (5) ___________ , visibility in consumer keywords and
knowledge of the search behaviour of your
(6) __________ market. Promotion is essential and is typically associated with advertising, but
also includes PR, word of mouth and (7) ____________ of sale. Others have suggested that
within the knowledge of the benefits of the product and brand awareness comes customer (8)
___________ , which is invaluable as part of the business base.
A further concept which some people argue is missing is P for People. The people who
represent a product become that product. While average to good
(9) ____________ service is little remarked upon, what image is left when you have to deal with
very poor service? Many people will say nothing if their sales experience was positive – this is
what they expect – but how many people will you tell if you have a negative encounter?
Customer staff, in both appearance and attitude, have the power to create an image of your
company. How important is that? Priceless.
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1 A change B convert C alter D amend
2 A tangy B real C authentic D tangible
3 A competitiveness B economy C cutback D reduction
4 A canal B channel C outlet D conduit
5 A mechanisms B devices C engines D tools
6 A intended B open C target D ideal
7 A place B point C end D position
8 A reliability B devotion C care D loyalty
9 A client B consumer C customer D shopper
Writing
Write questions using the following words. The first two have been done for you.
00 … don’t they?
A lot of people think branded goods are more expensive, don’t they?__________
0 Have you …?
Have you ever considered buying a used car?______________________________
1 … shall we?
__________________________________________________________________
2 Wouldn’t it …?
__________________________________________________________________
3 … aren’t I?
__________________________________________________________________
4 Didn’t they...?
__________________________________________________________________
5 … will they?
__________________________________________________________________
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Speaking
your talk.
A
Marketing: what effect has technology had on marketing?
B
Mailshots: how to build a persuasive argument.
VII. New Business
1. Read the article about starting up in business.

Choose the best sentence from A–G below to fill each of the gaps.
For each question 1–5, mark one letter.
Do not use any letter more than once. There are more letters than you need.
It has been said that you need only three things to start a successful company – to have good
people, to make something customers actually want, and, crucially, to spend as little money as
possible. (1) _______ . A successful business will depend on you; your knowledge, your
financial acumen and status and other personal qualities that you can bring to the business.
From a personal perspective you have to take a really honest look at yourself and ask a series
of searching questions. Are you ready for the commitment? There is no one else who will take
the pressure away from you. No calling in sick, or relying on other people. And what about the
family? Are they ready to support you, not only in emotional terms but possibly financially –
could they be on hand to bail you out?
(2) ________ . There is also the problem of isolation that can be experienced when it is you
who are taking all the responsibility. It is necessary to have professional contacts with whom
you can talk and ask for advice.
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Businesses that succeed long term need to be led by people with sound core business skills.
(3) ________ . Perhaps most essential is business planning. A realistic assessment of the
strengths and weaknesses of your initial idea will lay the foundations for the ultimate success or
failure of your venture. Hand-in-hand with this is financial management. (4) __________ . How
good are you at identifying and understanding your competition in the marketplace, and
knowing your customers’ needs? Sales and marketing are other essential business skills. You
need to be able to analyze markets and identify selling points, as without sales your business
cannot survive and grow.
Few entrepreneurs have all the requisites it is necessary to have, and if you feel doubtful about
more than a couple, then one alternative might be to take out a franchise. (5) __________ . You
run the business using methods established by another company. You receive training and
sometimes other assistance, for example with marketing and accounting, and meanwhile you
pay the franchisor for the rights to use its brand name, technology or products for a stated
amount of time on a renewable contract. Although initial start-up costs might be higher than if
you started your own company from scratch, there are fewer pitfalls and it can offer an
attractive opportunity to be more independent.
A. Banks need to see that you have some form of collateral before they will enter into a
contract.
B. This is a way of setting up in business for yourself, but without a great many of the risks.
C. To be a true entrepreneur, you have to be ready to risk everything.
D. For this you need to assess your own skills and decide which, if any, you are lacking and
where to source them from if necessary.
E. Could they stand to see you lose everything you have gained so far, because the risk is
always there.
F. But, of course, life is not that simple.
G. How are your credit-management skills and your ability to plan appropriate product
development?
23
2. Complete the following email with the correct form of the verb in brackets. The first one has
been done for you.
Phil, just to catch up on a few details before our meeting with the financial manager on Monday.
I expect (0) _to have_ (have) the final spreadsheet ready for the costings by then – I (1)
___________ (work) on them for the entire week, so I hope I
(2) ___________ anything ___________ (miss out)!
(3) ___________ you ___________ (hear) from the designer yet? He was due to come in
today, but his flight (4) ___________ (cancel), so he (5) ___________ (catch) the next direct
flight and (6) ___________ (arrive) at Heathrow tomorrow morning. However, he said he (7)
___________ (be going to) email you a draft of the design when it was finished. He said it
would take him a couple of hours, but you (8) ___________ (should receive) it by now, so
check your in-box!
By the time he gets back, all the rest of the design package (9) ___________ (complete), so it
will just be a question of delivering the final article! I hope we can secure this loan – we (10)
___________ (work) together on this for 18 months by the end of July, and it we don’t get the
money, it will all have been for nothing, so keep your fingers crossed! See you on Monday at
8am sharp!
Julia
Writing
Write sentences using the following words. The first one has been done for you.
0 Come up/questions
Did any awkward questions come up at the presentation?
1 Go through/deal
_____________________________________________________________________
2 Put forward/business plan

_____________________________________________________________________
24
3 Set out/structure
_____________________________________________________________________
4 Draw up/terms and conditions

_____________________________________________________________________
5 Weed out/competition
_____________________________________________________________________
Speaking
your talk.
A
Funding: how to find funding for your own company.
B
Presentations: how to deal effectively with questions in presentations.
VIII. Financial Control
1. Read the article about financial management.

Choose the best sentence A–F to fill each of the gaps.
For each space 1–6, mark one letter.
Do not use any letter more than once.
In various studies for small and medium sized enterprises (SMEs), it has been found that
finance teams spend on average 80% of their time on the processing of material and only 20%
on strategic planning. This is a particular problem in SMEs where finance is traditionally
associated with long-winded bureaucracy and control.
(1) _ _ . Put in the strongest terms, effective financial management is crucial for the
survival and growth of any business.
25
Entrepreneurs, or those with less big business experience, who might typically be head of a
SME, have been found to be in general appreciative of the value of keeping good, clear
financial records, but have failed to make the critical connection between this and the continued
improvement of their company’s performance. (2) ________ .
Where SMEs fall down appears to be in the recognition of the learning and developmental
needs in the organization. If the company is big enough to have a separate finance section,
how informed are the team with regard to the strategic positioning of the organization? (3)
________ .This can often involve a cultural change within the organization, as this department
should be seen as a source of information and advice.
Perhaps it goes without saying that this cannot be achieved overnight, and it will invol ve an
analysis of the skills already in place. (4) . Key questions that could be addressed are
where is the finance function in our present hierarchy? Can any training needs be identified to
help integrate financial awareness in the rest of the company, and could skills be developed to
help make financial information keeping and awareness part of the company culture? (5)
________ .
Studies have shown a reluctance of SMEs to adopt updated cost accounting techniques
because of a range of reasons, including being too small to justify investment in such an area
and simply being unaware of tools available to them. (6) ________ . In times of instability and
uncertainty, financial control and dexterity will most certainly influence a company’s abili ty to
adapt and change with the market.
A. This includes not only the technical and perhaps specialist skills, but also professional
knowledge and some management experience, tied in with the ability to think strategically.
B. How could communication skills be improved so that even quite complex financial
information can be shared with understanding throughout the organization?
C. In reality, it should be seen as a powerful provider of information for decision -making.
D. However it has been shown that effective financial management is critical to avoid under-
performance.
26
E. But consistent studies have shown that those companies which have chosen to use some
kind of market-based cost accounting have a higher growth rate of up to 25% than those who
do not.
F. More importantly, how well-equipped are they to communicate with the rest of the
organization, as this kind of information needs to have recognized channels through which it
can be dealt with.
2. Complete the text with a, an, the or no article.
Dear Stephen
Just to run through (1) ______ plan for Tuesday. The office is on (2) ______ Via Milano in the
centre of the city. It’s just 20 minutes from the hotel on foot, but you can catch (3) ______ taxi in
front of (4) ______ Unicredit Bank, next door to the hotel if you prefer. When you get to the
office (5) ______ person to ask for is Sergio Rossi who is (6) ______ project manager. The plan
is to support (7) ______ number of clients in the user-accepting test phase on the latest patch
you delivered. That will take the whole morning. In the afternoon, you will be working with Mario
Dinardo who is (8) ______ analyst. He is collating the new requirements to complete the final
phase of the project. Don’t forget to keep the evening free for (9) ______ beer with me later!
Maurizio
Writing
Write sentences including the words given. The first one has been done for you.
0 stemmed from
The financial downturn stemmed from a lack of investment in the first quarter.
1 resulted in
____________________________________________________________________
2 gave rise to
______________________________________________________________
27
3 brought about
____________________________________________________________________
4 led to
____________________________________________________________________
5 originated in
____________________________________________________________________
Speaking
your talk.
A
Financial control: how financial documents can help improve your business.
B
Minutes: what to include in clear minutes writing.
IX. Fair Trade
1. Read the article below about business ethics.

For each question or incomplete statement choose either A, B, C or D.
What are business ethics and why should we be concerned with them? In this context ethics
relates to standards of behaviour in the workplace and with customers and partners. Business
ethics are often presented in the form of an ethical code of practice dealing with the treatm ent
of employees, the avoidance of misleading information and the expectation that regulatory
codes are followed to the letter.
Professional ethics covers a vast area of behaviour from all fields of business practice.
Financial misbehaviour is the most obvious example. Bribery is obviously illegal, but other
areas such as executive compensation, where vast sums of money are paid to corporate
28
bosses, can be regarded either as pay-offs or rewards. Such payments are widely condemned,
but little is being done to change the law.
Other examples of creative accounting or misleading financial information have resulted in

highly publicized downfalls, as in the infamous case of the American company Enron. At its
height, Enron employed around 22,000 people and was a world leader in the production of
electricity, natural gas and communications, with revenues of over $100 billion. Its success,
however, was based on creative and long-term accounting fraud. The company subsequently
went into bankruptcy and its leaders faced condemnation and long-term jail sentences.
Arguably less headline-grabbing, but perhaps more immediately applicable to the individual, is
the area of ethics surrounding the employer-employee relationship. All sorts of legislation exists
to protect the individual against cases of discrimination in the workplace, such as sexism,
racism and ageism. In larger organizations, unions exist to help fight for the rights of the
workers.
Another area of business ethics involves the handling of information. This could be within the
employer-employee relationship, where an employer or the human resources department may
have certain information about an employee – such as a medical condition – which cannot be
made public. If the employee needs treatment or hospitalization the company needs to know,
but if this could mean their colleagues in some way mistreat them, then it is the employees’
right to keep that information on a strictly need-to-know basis.
Similarly, sensitive material from the workplace cannot be ta ken outside the company, where it
might compromise the competitiveness of the organization or weaken its market position. At the
same time, information deliberately released by a company must also be dealt with ethically.
The content of advertisements is covered by legislation protecting the public from influences
such as subliminal messages, the targeting of certain products at children and the use of
appropriate images to sell products. An example of this is the Benetton advertising campaign,
where images such as a bloodied, unwashed newborn baby with umbilical cord still attached, a
priest and nun about to engage in a romantic kiss, and pictures of inmates on Death Row
brought about massive negative publicity.
It is perhaps this example which underlines one of the reasons for having a set of ethics to
follow in business. A sound moral direction not only leads to more effective business practices,
29
but people are often willing to pay a premium for a ‘feelgood’ product – look at the example of
Fair Trade products. So not only can a sound ethical policy affect society for the better, but it
can also boost profitability.
1. In relation to business, what is meant by the term ethics?

A The way you talk to people at work.
B The way in which employees conduct their work.
C How a company should behave.
D How individuals are treated at work.
2.The ethics of paying money in some form or other are complicated because
A mismanagement of money is hard to spot.
B financial compensation is legal.
C it is easy to cover up the payment of large sums of money.
D it is often done under some other explanation which is hard to reject.
3. Enron has become a famous example of financial misbehaviour because

A of the longevity of the fraud.
B the revenues were so high.
C the company executives were well-known.
D it produced so many things.
4. According to the text, why are unions necessary?

A Individuals are not strong enough to deal with large firms.
B To fight for workers’ rights in a company.
C To make the place of work more attractive.
D So that outsiders can have some form of control over big organizations.
5. Why might a human resources department not share information within a company?
A It protects the employees from contamination.
B Companies can’t divulge information when they feel like it.
C It offers some protection against mistreatment.
D It allows individuals a choice.
6. How is the public protected from undue influences in advertising?
30
A Certain images are banned.
B Children are rarely used in advertising.
C Advertising must be open, directed to adults and represented correctly.
D Advertising should use the correct message for the product aimed at the right person.
7. Which sentence best summarizes the text?

A Ethics are essential in business.
B Both people and organizations are protected when ethics are used.
C An ethical code of practice is difficult to maintain.
D When business exists within an ethical framework, it benefits both people and organizations.
2. Complete the following text using the correct word from the box below.
Although the connotations of the word ‘ambulance’ are good, add the word ‘chaser’ and they
change dramatically. What is an ambulance chaser? This is the term given to unscrupulous (1)
________ who follow ambulances around, approaching victims at the scene of an accident or
disaster in order to solicit business. By approaching the (2) ___________ when they are at
their most vulnerable, and promising excessive (3) ___________ , they encourage people into
a (4) _____________ process which they may never have otherwise considered.
As personal injury claims have risen – some for the most minor of ailments – so have the
awards in the successful claims grown substantially. This has encouraged the escalation of the
firms which tout for business by giving the impression there is easy money to be made by
putting in a compensation claim. Often this is offered on a ‘no-win, no-fee’ (5) _________ ,
which means it appears there is little risk for the (6) ___________ , but this is often masked by
hidden costs.
One of the effects of this on society has been that public attitudes to risk have changed.
Because of the constant threat of possible high payouts, (7) ___________ premiums have
increased enormously. This has had the effect of reducing public choice at public events, as
organizers cannot afford to pay the premiums. A balance must be struck between the (8)
__________ of people with genuine and justifiable claims to compensation, and those in it for a
chance to make a bit of cash.
basis ▪ compensation ▪ litigation ▪ victims ▪ claimant ▪ rights ▪
lawyers ▪ insurance
Writing
31
Write five rules for checking in and travelling from airports. In each sentence, use the word
given. The first one has been done for you.
0 must
You must remain in your seat after the captain switches on the seatbelt sign.
1 mustn’t
2 are allowed to
3 can
4 may
5 may not
Speaking
your talk.
A
Setting guidelines: What to include when writing formal guidelines.
B
Communication: How to communicate assertively while still showing willing to negotiate.
X. TECHNOLOGY IN THE WORKPLACE

Read the text below about technology in the workplace.
In most of the lines 1–17 there is mistake. It is either grammatically incorrect or does not fit in
with the meaning of the text. Some lines, however, are correct. If the line is correct, write
CORRECT in the space provided.
If there is a mistake in the line, write the mistake in capital letters in the space provided.
32
The first two lines have been done for you.
00 In today’s marketplace, the idea of improving productivity is the CORRECT_

0 number one of priority for managers. But there is a problem that ____OF____
01 come with the modern workplace. How can a person’s output be __________
02 controlled with all the external attractions provide by new __________
03 technology? How many consumer devices and services are sitting __________
04 at that desk, along side with the employee? __________
05 How do they get there? They are to be find in the pocket, purse __________
06 and briefcase of the the most innocuous-looking individual. But with __________
07 every iPod, USB drive or Skype download, there’s a potentially for __________
08 the loss of data, system corruption or even hacker intrusion. Even __________
09 the most innocent devices like mobile music players can be use to __________
10 covertly download gigabytes of confidential information on no time __________
11 at all. However, before irate managers demand a full ban in the use __________
12 of such equipment, be reassuring that consumer technology, when __________
13 used correctly, can be exploited to boost innovation and cut off __________
14 technology costs in a company. The key to this was to let those __________
15 technology-minded people have more freedom with the gadgets __________
16 they are allowed to use, but in the same time let them assume the __________
17 responsibility for helping kept the network secure. __________
XI. GOOD MANAGEMENT TECHNIQUES
Read the article below about good management techniques.

Choose the best sentence from A–G below to fill each of the gaps.
For each question 18–24, mark one letter.
What makes a good manager? What is management? (18) _______ . It is important to

recognize that it focuses on the results of teamwork rather than individual efforts. You need the
ability to coordinate the work of others, while being held accountable for their work. (19)
________ . Successful managers should have some level of skill in all these areas, but the best
33
ones can recognize their own weaknesses and delegate to back up those skills which are
weaker.
Arguably what you are doing as a manager is building an effective team – whether it is made up
of two or 200 people. Teamwork is based on the ability to relate. (20) ________ . You can be
effective with people using common sense and a few fundamental principles.
The ability to project a vision which is inclusive is essential. (21) ________ . What is also
important is to build up a feeling of trust. If someone is asked to make a commitment, they
weigh up the pros and cons, and then make a decision whether or not to continue. (22)
________ . If, however, managers show an understanding of, and a willingness to take part in
both the risks and the rewards, the foundations are built for trust. And with trust comes
participation.
If the manager has successfully reached this stage, the final step is to develop an agreed
strategy for reaching the vision. (23) ________ . Consensus most often occurs when those
involved feel that they have been able to express themselves, and most importantly that their
responses have been considered, regardless of what the final decision may be. (24) _________
.
A. This should be decided by the team members themselves, as they are the ones to carry out
the strategy, but if you have arrived at this stage, cooperation should be forthcoming.
B. If that process is undertaken without any form of support or recognition of the risks
(particularly of failure), it is highly unlikely that the manager w ill achieve whole-hearted
commitment from team members.
C. To manage effectively you need to be able to employ human, physical and financial
resources to achieve organizational goals.
D. Working well in any team generates enthusiasm and positive attitudes, which lay excellent
groundwork for goal achievement.
34
E. Effective teams may well have participated in discussions representing different viewpoints,
but this should result in increased team awareness and knowledge, and therefore a more
secure and well-grounded consensus decision.
F. The jobs of the manager are various, but can be summarized as planning, organizing,
motivating, coordination and assessment.
G. The vision should offer a challenge and give a sense of personal pride when it is reached, so
there must be some way to measure its success.
XII. INTERVIEW TECHNIQUES

Read the article below about interview techniques.
Choose the best word to fill each gap from A, B, C or D below.
It would be a rare person indeed who (25) ______________ enjoying the interviewing process,
but knowing how to deal with some of the worst situations can help confidence, and therefore
(26) _____________ performance at that critical moment. One of the most (27)
______________ asked questions is the one that asks you to “Tell me about yourself”. If you
are unprepared, this can cause at the least silence, while thinking where to begin, but it should
really be grasped as an (28) _____________ to deliver a succinct summary of information that
is specifically targeted at the job in question. You should not assume that the interviewer is in
any way interested in personal aspects of your life, unless they could have a significant positive
impact on the role you are interested in.
Almost as popular is the recurring “what are your weaknesses” question. This can act as a trap
wherein the candidate, because of wanting to present their (29) ______________ side, and not
offer anything that could be detrimental to the application, may offer a weakness that is
inconsequential to the job, such as (30) ______________ the spellcheck facility when writing. A
more appropriate response would be to display something which was a weakness, but that you
have worked hard to improve on. For example if you mentioned that because of being
something of a perfectionist you found it difficult to delegate tasks to others, you could then
display your growth and change in that area by adding that you have come to (31)
_____________ and appreciate the power of teamwork. This demonstrates both a personal
awareness, and the ability to learn.
35
During the interview your interpersonal communication should be highly tuned. It is essential
that you give out the right signals at the right time, and do not allow nerves to let you (32)
_____________ . Your body can (33) ____________ secrets that you would rather not share.
Lying is often accompanied by nose scratching, or the inability to maintain eye contact, and can
be easily detected by those holding the interview. It goes without saying that you should
maintain an alert posture and offer a good, firm (34) ______________ . And unfortunately, for
those of you who like facial hair, it has been suggested that people who have moustaches in
particular are perceived as aggressive – perhaps you should consider a shave. Finally, you
should not use the interview to make excuses for failings in the past. Whatever happened
before is over. You should be able to demonstrate it is the future, and particularly the future with
this company, that counts.
25 A admitted of B admitted from C admitted by D admitted to

26 A improve B boost C boast D bigger
27 A frequently B often C seldom D a lot
28 A chance B event C invitation D opportunity
29 A right B beautiful C both D best
30 A relaying on B relying on C relying in D relying upon
31 A understand B understanding C understate D realize
32 A go B leave C up D down
33 A give up B give out C give away D give over
34 A headshake B hand out C handover D handshake
XIII. BUILT-IN OBSOLESCENCE
Look at the statements below and the extracts from an article on built-in obsolescence.
Which section (A, B, C or D) does each statement 35–40 refer to?
For each statement mark one letter (A, B, C or D).
You will need to use some of the letters more than once.
35. Although new ideas and designs may have been planned for years, they are introduced
only slowly in order to exploit customer demand for change.
36. Built-in obsolescence as a concept is a good business strategy.
36
37. Although people become accustomed to replacing items more frequently, many have
questioned the intelligence of basing national economies on such a scheme.
38. There is a conflict between the commercial needs of society and accountability to the health
of the planet.
39. Because of the aggressiveness of the race to the consumer, companies are forced to
update their products continually.
40. Astute design has embraced the concept of things running out by developing ‘intelligent’
products which can inform us of the fact before it is too late.
A
As mass production and consumerism increase, the conflict between profits and engineering
quality are exposed. The fear of market saturation needs goods to wear out and to be replaced
frequently. This was heralded as a great economic boost, to limit the lifespan of products,
thus forcing the constant spending of money to replace these items. Yet it is felt by some that
the consumer is being sold inferior products because of built-in obsolescence.
B
As pollution and environmental concerns have grown there have been increasing doubts about the
wisdom of producing such disposable goods, because of the rate at which modern societies are getting
through items such as technical equipment, TVs, white goods and cars. However, it appears that our
economic system has come to rely on such consumption. Indeed the sophistication with which it is
being used, when some items actually display information informing the consumer when they need
replacing, is being advertised as a bonus. Why has it become acceptable to buy more and more of the
same product while failure or breakage have become accepted norms?
C
Obsolescence has been subdivided into several groupings. The first of these is technical obsolescence.
This is perhaps the most obvious to the average consumer, whose computer becomes outdated as
soon as it has been purchased. Computer companies are forced to keep updating the ir products in
order to stay competitive. This is perhaps the easiest form of obsolescence to understand, if not to
accept. Postponed obsolescence is when designers, who already have sophisticated changes in the
pipeline, only put in a few changes in each new product. This way, they develop consumer appetite
for change and development, and already know how they can market the next changes. Physical
obsolescence is when the nature or design of the product limits its lifespan, examples being light
bulbs or nylon stockings. Finally, most common in the fashion industry is style obsolescence. This is
when items with no fault in them whatsoever suddenly become undesirable just because they
no longer look up to date. Designers have countered the criticism of this wasteful process by
claiming that people want change.
37
D
Change due to innovation is something that the world thrives on. To that extent it is difficult
to see how as a society we can adjust our mindset to buying something that lasts. However , a
society which actively promotes the deliberate design of a product so that it fails displays a
cynical disregard for the bond of trust between consumer and business, and a complete
ignorance of the strain which this rapidly increasing waste burden places on the planet.
Writing
I. Write a letter based on the following brief. Write about 100 words.
Your company has been using a consultant to help maintain and improve its IT services. He
has proved to be unsatisfactory and your boss has decided to employ a permanent staff
member instead.
Write a letter to the consultant:
 explaining why he is being replaced

 assuring him that payment will be forthcoming
 asking to be kept up to date on any technical issues outstanding
II. Write a report based on the following brief. Write about 120 words.
Your manager has given you the following information to help you decide which laptop to
upgrade to. You are often on the move, and need constant access to your computer. Write a
report comparing the laptops, and make a suggestion as to which one would be best for you.
Make ICM Bandai Phony
Price $790.00 $959.99 $999.00
Memory 768 MB 1 GB 1 GB
Display 7 inch 7 inch touch 7 inch touch screen
screen
Size 225/165/35 mm 23 x 13 x 2.8 cm 227/114/25 mm
Weight 920g 830g 825 g
USB Ports 3 3 2
Battery life Up to 4 hours 2 hours 2 hours 10 minutes
38
Speaking
your talk.
A
Appraisals: What is important when you give feedback?
B
Staffing: What are the consequences when experienced staff leave a company?
Work in pairs or threes and discuss the situation below.
Your manager has asked you to put forward some ideas for a team-building session for your
department.
Discuss and decide together:
 possible activities
 benefits to future working environment
XIV. Future of advertising

Read the text below about the future of advertising.
In most of the lines 1–17 there is a mistake. It is either grammatically incorrect or does not fit in
with the meaning of the text. Some lines, however, are correct. If the line is correct, write
CORRECT in the space provided.
If there is a mistake in the line, write the mistake in capital letters in the spa ce provided.
The first line has been done for you.
0 What has becoming of traditional advertising? The billboards and the _BECOMING___
1 oft-repeated ads in TV? Computers may well be spelling the end of _______________
2 the advertising world as it was once known, as audiences have _______________
39
3 diverted their inspection to an ever wider range of technologies. It has _______________
4 been suggested that modern teenagers can recall of very little of the _______________
5 adverts they have been exposed in, perhaps as a result of multi-tasking _______________
6 with their iPods, texting, emailing and with half an eye on the _______________
7 television as well. The skills of the advertising execution have been _______________
8 reduced from the skill of branding. Owning a single word in today’s _______________
9 Googling culture is the equivalent of manufacturer gold in the _______________
10 advertising arena. The problems is that there are few such words, _______________
11 and competition of them is fierce. As with everything in the _______________
12 computer industry keeping in is the key. Advertising executives have _______________
13 to keep abreast of the last marketing programmes like Adwords, _______________
14 which enable you to create your ad to display on an specific search _______________
15 engine through paid placement, and helps to target your audience _______________
16 through keywords. It’s also helps to monitor and measure performance _______________
17 of advertisements, with flexibility for amend at any time. _______________
XV. BOOTSTRAPPING
In the article about bootstrapping, there are five sentences missing (18 –22). Choose the best
sentence from A–G below to fill each of the numbered gaps.
If you have a business idea, you need funding to get off the ground. Traditional methods of
raising capital have been through banks, venture capitalists (VCs), business angels and the
like.
(18) ________ . This is possibly because of their specific investment criteria, and the costs
incurred of negotiating and monitoring. So an alternative left to you is bootstrapping. This is
essentially the term given to mean the financing of a small firm without raising equity from
traditional sources or borrowing money from the bank. It relies on the generation of capital from
internal sources such as personal savings, credit cards, second mortgages, etc.
While bootstrapping is by nature fraught with risks from which other forms of finance and
support might cushion you, it is seen by some as a purer form of business, especially on a
small scale. (19) __________ . It demands direct contact with customers and suppliers, which
creates an urgency to initiate – and be successful first time – in all forms of business contact.
This creates a strong sense of customer focus, which helps build essential customer loyalty
from day one. If you have money loaned to you and sitting in the bank, the temptation is there
40
to spend it – before anything has been done to make more. This burning – or wasting – of
capital is not possible in the bootstrapping world, as the money is not there to waste!
20 ________ . If there is not a huge amount of money lying around, there is no temptation to
take huge – and possibly fatal – financial risks, the kinds of risks which can literally destroy
venture funded companies. Well-organized bootstrappers also put themselves at less risk, as
they can start with whatever funds they feel comfortable investing to get the business started,
then fund the growth of their business with their own initial revenue.
Perhaps more exciting is that without external funding, and therefore external control,
bootstrappers have more freedom and flexibility. If you have to refer constantly to a thi rd party
for permission to act, this can handicap you in terms of being able to respond effectively and
efficiently to unanticipated situations or changing market conditions. Many opportunities could
be lost. (21) __________ .
Finally, and perhaps most convincingly, bootstrappers own what they create. If a number of
investors have put money into a company, they will, quite rightly, demand their share of the
profits. Because of the pressures of generating the Return on Investment for the venture
capitalists, you have to generate a much bigger profit to get the same benefit yourself. (22)
__________ . What greater incentive do you need than that to have a go at bootstrapping
yourself?
A. This ability to adapt rapidly in a changing market has a huge positive influence on both short
and long-term survival.
B. This is not to say that there are no other sources of internal funding available.
C. With no external support to rely on, the focus of energy is on brainpower, determination and
skills in creating a business that will succeed.
D. It is therefore possible to have a successful business with little personal return, as it is all
eaten up by the external funders.
E. But some figures from the US suggest that less than 1% of start ups are successful in
attracting money from VCs.
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F. It means that before approaching a potential investor, you must have an extremely detailed
business plan.
G. Not having large sums of money may make some people feel vulnerable, but it can actually
have the opposite effect.
XVI. MEASURING PERFORMANCE

Read the text below about measuring performance.
Choose the best word to fill each gap from the four available choices (A, B, C or D).
Motivating and measuring performance is a difficult skill, but by setting performance

(23) ________ it is possible to develop a fair and transparent system which is acceptable
throughout the company, and which is (24) ___________ a fair appraisal system, particularly if
staff consultation is part of the (25) ____________ .
In handing out tips for establishing such targets, perhaps the most important is to involve the
employees in the decision (26) __________ process. They offer the most reliable source of
information about what is possible in terms of target (27) ____________ . This will generate a
feeling of commitment to the targets if they believe they have participated in the process, giving
them a sense of (28) _____________ .
When setting targets, consider a three-point range. A 15% error rate can feel more
manageable, and help employees gain positive results which raises (29) ______________ to
meet the moderate 9% rate, and even stretch them to a 5% rate eventually. But going straight
to 5% can seem so difficult it seriously damages morale, and therefore performance. Gathering
(30) _____________ from customers on what might constitute a good performance can (31)
______________ insights into expectations that you can use to set targets. By taking this
approach, it is possible you could generate targets that meet and even (32) ____________ their
performance expectations.
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23 A goal B targets C missions D ambitions
24 A based on B based in C found out in D founded on
25 A proceed B method C scheme D process
26 A marking B building C creation D making
27 A practise B sitting C setting D selling
28 A partnership B ownership C possession D control
29 A conflict B assurance C confidence D confident
30 A signals B thoughts C feedback D feelings
31 A bring up B bring out C bring about D bring through
32 A excel B excess C excellent D exceed
XVII. ETHICAL BEHAVIOUR IN THE WORKPLACE
Look at the statements below and the extracts from an article on ethical behaviour in the
workplace.
Which section (A, B, C, or D) does each statement 33–40 refer to?
For each statement mark one letter (A, B, C, or D).
You will need to use each letter more than once.
A
How honest is the average employee? In the workplace it appears that many people do not
worry about smaller ethical dilemmas, from making personal calls at work to fiddling
expenses. Even ‘acquiring’ small items from work such as pens or posting p ersonal mail is
not seen as unusual. In fact it has been suggested that many managers would harm morale
– and ultimately the business – if they were to take serious action against such petty
offences. Interestingly, in some studies it has been shown that men are less concerned
about this kind of ethical slip than women, and the younger you are the less concerned you
are – those under 35 were less concerned than their older colleagues.
43
B
But in some cases, acting unethically is almost glorified. It has often been stated that it is
not what you know that is important, but who you know. Gaining a position through
personal contacts – for example at university – is known as nepotism. This is not to say that
the hiring process should never be carried out using personal contacts, but more important is
the difference between intent and procedure. If someone enters the process already
knowing someone, but still manages to pass a rigorous selection procedure, then everything
is above board. It is when there is evidence of intent to hire a friend or acquaintance that
nepotism rears its ugly head.
C
The problem with nepotism is that it works in direct opposition to the idea that merit
determines reward. It leads to a sense of favouritism which can seriously undermine morale
and working practices. Those who do not benefit from such favouritism can feel resentment,
and others who have been beneficiaries of unfair advantage are seldom held to great l evels
of accountability. Thus nepotism can have a seriously negative impact on the company as a
whole.
D
In one study conducted at workplaces in the United States, it was found that around one -
third of workers have witnessed unethical behaviour of some kind. This ranged from minor
examples such as stealing office supplies to much more serious acts such as shredding
documents and bribing officials. But less than half of those who witness these events come
forward to report them. Whistleblowing – or reporting what you have seen – can have
negative consequences for the individual who does the reporting, even if in the long run it
might serve the company well. So many people are willing to turn a blind eye to
questionable behaviour for fear of losing their jobs.
33. Responsibility is undermined if you are not in fear of your position should something go
wrong.
34. Little or no action is taken against perpetrators as those in charge are worried about the
damaging effect on company performance.
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35. Kickbacks and the destruction of papers are some of the more serious examples of
corruption noted.
36. You are not showing undue favouritism if you continue with a normal selection interview,
despite knowing someone well.
37. Informing on your colleagues could be seen as more dangerous than keeping the
information to yourself.
38. The older you get, the more honest you become.
39. Knowing someone and using that relationship to your advantage is heralded as a good way
to do business.
40. When hard work goes unrecognized by promotion or reward the result is antipathy.
Writing
Write a report based on the following brief. Write about 100 words.
Due to lack of guidelines and poor management, the computer systems in your company have
been subject to some security breaches, and you have had to get rid of some viruses.
Write a report including the following:
 explaining the problems

 suggesting limiting the use of personal downloads and private equipment
 suggesting that the company should adopt new security operational procedures
 suggesting that the company should offer training and advice
Write a short report about three companies in which you are thinking of investing. Write about
120 words.
The following three companies have approached you for funding. They have all sent copies of
their mission statement and keys to success. Write a report comparing their ideas and deciding
which one you are going to invest in, and why.
45
Inter-Coffee
Mission
Inter-Coffee provides communities with the ability to access the internet, enjoy a cup of coffee, share
internet experiences, and get internet help and advice in a comfortable environment.
Keys to Success
The keys to the success for Inter-Coffee are:
 The creation of a unique, innovative, upscale atmosphere that will differentiate Inter-Coffee
from other local coffee shops and internet cafes.
 The establishment of Inter-Coffee as a community hub for socialization and entertainment.
 The creation of an environment that won't intimidate the novice user. Inter-Coffee aims to be
an educational resource for individuals wishing to learn about the benefits the internet has to
offer.
 Great coffee and bakery items.
Kuppa Koffee
Mission
Kuppa Koffee has established three firm objectives it wishes to ac hieve in the next three years: to find
13 drive-thru locations providing quality beverages and range of pastries which customers will find
much more convenient than visiting similar establishments on foot.
Keys to Success
 The greatest locations – visibility, high traffic pattern, convenient access.
 The best products – freshest coffee beans, cleanest equipment, premium serving containers,
consistent flavour.
 The friendliest staff – cheerful, skilled, professional, articulate.
 The finest reputation – word-of-mouth advertising, promotion of our community mission of
charitable giving.
Café Java
Mission
Our goal is to be the coffeehouse of choice for the local community, business workers, tourists who visit the
city, and students, by providing a higher quality experience than any competitor, and to contribute to the
welfare of the local community by supporting charitable and civic activities , and using Fair Trade,
Sustainable Production and Organic products where possible:
Keys to Success
 A relaxing, upscale interior design, offering superior coffee.
 Prime site selection with an upscale affluent population, year -round tourist activity, heavy pedestrian
traffic, a dynamic student population and a concentration of local businesses .
 Ongoing, aggressive marketing.
 Highly trained and friendly staff.
 Multiple alternative gift items, gift baskets and coffee gift cards in addition to coffee, pastr ies,
chocolates, tea, juice, water and soft drinks.
46
Speaking
your talk.
A
Sales techniques: how to deal with objections.
B
Finance: How can a venture capitalist help a start up?
Work in pairs or threes and discuss the situation below.
One of you is a manager under pressure to keep overheads low. The other one (or two) work in
the IT department with new technology coming in and training courses you must attend. You
want a pay rise of £100 per month.
 Listen to the arguments/offers

 Negotiate to find a compromise
XVIII. INTERNATIONAL TRADE
Read the article below about the risks of international trade. Choose the best sentence from A–E below to
fill each of the gaps. For each question 1–5, mark one letter. Do not use any letter more than once.
There are a number of different risks that exist in international trade, and these can be divided into two
major groups.
Political risks include the risk of cancellation or non-renewal of export or import licences. There is the
risk of expropriation or confiscation of the importer’s company or re-negotiation of contracts, as the
Bolivian government did to gas companies in 2006. There is the risk of the imposition of an import ban
after the shipment of the goods, as the EU did with Chinese clothing exports in 2005. (1) ____.
Economic risks include the risk of insolvency of the buyer and the risk of non-acceptance of the goods
being exported. (2) ____.
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It is this last risk which most often concerns exporters and is one which can be guarded against in a
number of ways. Exporters can use credit rating agencies to check the customer’s creditworthiness and to
ensure against non-payment. (3) ____. A rating of AA by Standard and Poor shows the company has a
very strong capacity to meet its financial commitments. Credit insurance can help protect against non-
payment and the cost will depend on the level of risk which the ra ting agency assesses.
Another key way of managing risk is carefully to monitor payment methods and payment performance.
(4) ____. As your relationship develops with customers you may wish to vary the payment methods and
you should keep an eye on the developing political and economic situation in the countries to which you
export.
In general you should always check a new customer’s credit rating before sending out the goods, and take
out insurance if you are in any doubt about getting paid. You should clearly state the conditions of
business and you should chase up invoices as soon as they become overdue, and not allow customers to
get behind with their payments. (5) ____.
A If your customer seems to be getting into difficulties you should act quickly to recover any payments
due and should not supply further goods, at least not without insurance.
B You may wish to offer open accounts to large and important customers who have always met their
payment obligations, or expect advance payment from new customers.
C The buyer might fail to pay the amount due within six months after the due date.
D A country might impose exchange controls or there might be unexpected foreign currency shortages.
E These agencies, like Standard & Poor and Moody’s, rate companies on scales of credit worthiness and
issue credit reports.
Complete the text with the correct prepositions.

I've had a really bad day. First of all I had to apologize (1) ________ my boss
(2) ________ being late. Then I had (3) ________ convince John (4) ________ help me (5) ________ my
project. He insisted (6) ________ checking (7) ________ Julie first to see if it was OK. We had to find a
lot of quick solutions (8)________ some serious problems but then we heard (9) ________ Sarah’s new
project. She had succeeded
(10) ________ selling her idea (11) ________ GBH Holdings. We had to celebrate and didn’t get any
more work done until (12) ________ lunch. (13) ________ the afternoon I had to wait hours
(14)________ John to come back. I'm really looking forward
(15) ________ the weekend.
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XIX. NEGOTIATIONS
Look at the statements below and the extracts from an article on negotiation. Which section (A, B, C or
D) does each statement 1–8 refer to? For each statement 1–8 mark one letter (A, B, C or D). You will
need to use some of these letters more than once.
1 You should try work out how the other person negotiating feels, and what they want.
2 You need to know what you can use to show movement during the negotiation.
3 Win-win is better for business over a longer period .
4 You need to know if you can stop negotiating if you have to.
5 A win-win negotiation is where the two parties are working hard together.
6 You need to be creative during the negotiation.
7 This type of negotiation is where one party finishes the negoti ation in a better position.
8 You should be able to offer something to encourage the other party to reach agreement.
A
There are two main forms of negotiation. Distributive negotiation is where you want to win the
negotiation and you must use persuasion to reach your goals. Both parties to the negotiation are looking
for a different outcome – both to want to achieve what is best for them. This is known as a ‘win-lose’
negotiation. Integrative negotiation is where both parties are striving together to reach the best
compromise solution to the issue and both will achieve something of what they want and offset this
against something they do not get. This is also known as a ‘win -win’ scenario.
B
Before negotiating, it is a good idea to prepare extremely thoroughly. You need to know how you feel
personally about the negotiation and how the other party feels about the negotiation. It is also good to
find out what style of negotiation they prefer – win-win or win-lose. Write down what your objectives are
and try to think what their objectives are. What would be a win for you, and what is your bottom line?
You should finally decide on your ‘BATNA’, which is the ‘Best Alternative to A Negotiated
Agreement’. Can you walk away from the deal? What other choices do you h ave? What is the BATNA of
the other party? Thinking like them will help you achieve your own goals, because you will understand
what it is important to them.
49
Your objectives should be divided into three categories – your ‘needs’, ‘wants’, and things which would
be ‘nice to have’. The ‘needs’ are what you must get out of the negotiation – your bottom line, upon
which you are unwilling or unable to compromise. Your ‘wants’ are things that you can be flexible about
and allow movement on during the negotiation process. The ‘nice to have’ items can be used as
bargaining chips. You shouldn’t allow emotion to come into your objectives – be realistic. Knowing what
you want will help you to keep a clear focus during the negotiation.
D
When aiming at a win-win solution, you should open the negotiation with some small talk. This will help
you to get to know the other side a bit better first. The next step is to state clearly your objectives and
carefully listen to theirs. Be open about your commitment to a win-win outcome, which will build a long-
term business relationship. Once it is clear where everyone stands then areas of disagreement or conflict
can be agreed on and then resolved through movement by both negotiators. You should be adaptable and
be able to think outside the box during the negotiation, and remember that you are trying to reach a
mutually beneficial outcome. Consider what incentives you can offer to close the deal. When mutual
agreement has been reached then the agreed-upon terms should be put into writing.
XX. BUSINESS TRAVELLERS
Read the article below about hotels and business travellers. Choose the best sentence from A–E below to
fill each of the gaps. For each question 9–13 , mark one letter.
What do business travellers want from a hotel? Is it just a room, a bed and CNN on cable? What more
can a hotel offer business customers?
Hotels do not just cater for business travellers, but offer services for tourists and other types of guests. (9)
____. Business travellers might also be interested in the latest in entertainment like virtual golfing
simulators so they can keep up their game without having to join a golf club.
(10) ____. Ten years ago the TV and mini-bar were all that could be found in hotel rooms. Now rooms
generally have hi-speed or Wi-Fi Internet connections, as well as a large menu of free and Pay TV
options. Even bathrooms are becoming more sophisticated, with extra powerful hair driers, and make-up
mirrors which do not steam up! (11) ____.
In every good hotel there should be a range of hotel services available. You should be able to exchange
money into the local currency and, of course, there is also room service, for when you just can’t face
eating alone in the hotel restaurant. Some hotels now offer baby sitter services (not usually much use for
50
the business traveller!). (12) ____. After a long day of meetings and difficult negotiations, some business
people often just want to collapse on their beds and get ready for the next day or their early morning
flight, but for others there is always the hotel bar to relax in.
Security is a major issue in hotels. All rooms should have a spy hole and door chain and the lift door
should only open on your floor if you have a card key for a room there. Some lifts now have CCTV in
them, monitored from the hotel reception or security centre. (13) ____. In Washington the Hamilton
Crowne Plaza has introduced a woman-only floor. The rooms have Danielle Steele and Nora Roberts
novels, women’s magazines and a special room service menu.
A As modern hotels often have dedicated business centres, with computer, printing and photo-copying
facilities, it’s possible to get a lot of work done at the hotel.
B Others even have a personal shopper for those who need help in the loc al shops and markets.
C Some hotels have women-only rooms, such as the five-star Grange City Hotel in London, which has 68
rooms reserved exclusively for women after customer research revealed half of its clients were women,
and most of them felt vulnerable when travelling.
D These range from spas and beauty treatments, indoor heated swimming pools, saunas and gymnasiums
to theatres and games rooms, and can be used by the business man or woman with time on their hands.
E Even though rooms are often equipped with trouser presses and irons, most good hotels offer a fast and
reliable laundry service.
XXI. MERGERS AND ACQUISITIONS
Read the article on mergers and acquisitions and sentences 14–19 below.
For each sentence 14–19 mark one letter (A, B, C or D).
The theory behind mergers and acquisitions is that the two companies together will be stronger, and
shareholder value will be created. Often in economically difficult times stronger companies will buy
weaker ones and hope that the synergy between the two companies or the cost-savings which can be
made will help the company increase market share or become more efficient. Sometimes companies
agree to be taken over because they know they cannot survive in a deteriorating situation. They might be
nearing bankruptcy or might be trying to avoid the threat of a takeover from another company.
Mergers and acquisitions are not really the same. A merger is when two companies agree to form a new
company, which then starts trading. When one company buys another this is an acquisition – the buyer's
51
company continues to exist. A third alternative is some kind of alliance when companies agree to
cooperate in a market or development of a new product or service.
Mergers of equals do not often happen – often the takeover is called a merger to make it sound better to
stockholders and the media. The key difference between a merger and an acquisition is whether the deal
is a friendly or a hostile one. If the deal is friendly then it will often be described as a merger even when
it is a takeover. Hostile takeover bids are always acquisitions.
Companies come together for a number of reasons. Of these the most important are staff reductions,
economies of scale, and gaining access to key technology and new markets. Most mergers involve job
losses, as jobs done in one company are replicated in another one. In a merger of finance and marketing
departments, for instance, someone is going to lose their job. Often the CEO of the weaker partner firm
loses their job, but departs with a generous compensation package to thank them for agreeing to the
merger.
Often the targets of takeovers are smaller and more innovative companies which have unique technology
that the larger company wants or needs. By acquiring such companies, the larger company can save R&D
costs, have access to innovation and stay competitive.
Companies often try to buy rivals who are operating in different markets or sectors, to increase the reach
and size of the company. It is an easy way to enter a new market and avoids all of the costs involved in
building up market share. Larger companies can also raise capital more easily than small companies, and
with cheaper money can expand even more.
Acquisitions are paid for in cash, stock or a combination of both – a premium of about 10% on the
current share price of the takeover target is reasonable. Companies are generally more careful of
valuations when cash is involved and less so when the deal is made on the basis of shares. The dream of
every investment banker is to be involved in a takeover battle when two or more companies are bidding
to buy a third. In such a situation of bid and counter bid there are huge fees to be made as advisors.
14 According to the text, companies might want to be acquired when

A they cannot takeover another company.
B they do not want to merge with another company.
C they are in economic difficulty.
D they want increase their market share.
15 According to the text, a merger is when

A two companies agree to work together to start a new company to provide a n ew service.
B one of the companies continues to operate after buying the other one.
C two companies become one new one.
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D one company launches a hostile takeover bid for another one.
16 According to the text, an acquisition is

A where two companies merge by mutual agreement.
B basically the same as a merger.
C always better for stockholders than a merger.
D where one company takes over another in a hostile bid.
17 According to the text, companies merge because

A they can then spend money on increasing market share.
B CEOs like to agree to mergers and get a generous compensation package.
C they can then reduce costs, widen their market and increase their resources.
D investment bankers like to earn big fees by advising companies to merge.
18 According to the text, companies often acquire competing firms

A because they cannot afford to enter new markets.
B who have desirable new technology or products.
C to raise capital.
D because it is difficult to build up market share.
19 According to the text, investment bankers like

A deteriorating economic situations.
B big, powerful companies.
C friendly mergers of companies.
D hostile takeovers.
XXII. ETHICS
Read the text below about ethics. Choose the best word to fill each gap from A, B, C or D below.
Most people think of ‘being ethical’ in business ethics as compliance with laws and financial regulations
to avoid (20) _____ . When these are not (21) _____, as in the case of Enron, the story makes headlines
around the world and has a huge negative impact on the people and companies involved. Most business
people are not tempted to commit large scale financial fraud, though, and are (22) _____ of the
53
consequences. Instead, it is the day-to-day actions and behaviour of individuals which present the most
problems.
As a manager, if you (23) _____ a blind eye to seemingly small matters such as staff taking home office
supplies then you are not (24) _____ yourself with an ethical workplace. Everyone watches everyone else
to see where the ethical boundaries are. You should carefully consider what messages you are sending by
your (25) _____ or inaction, words and attitudes.
(26) _____ the whole there are three areas to consider in everyday business ethics. The first is respect.
Respect for the people you work with; respect for the company resources – time, equipment and money;
and respect for the working environment, which includes obeying laws and regulations. You should treat
the people you work with well – with (27) _____ and honesty – and use the company equipment for work
purposes – that means no personal phone calls.
Responsibility is the second area, and means working well with others – (28) _____ instance doing your
share of the work – and providing high quality services and goods to your customers.
(29) _____, the ‘The end justifies the means’ argument is not one that an ethical person would use.
Means are as important as ends because good results are important. (30) _____ you achieved the results
by being unethical either morally or legally then you endanger the bu siness and your own career.
Do not forget: don’t take what isn’t yours. This applies to everything from taking office supplies
(31)_____ as paper and pens to taking the credit for work done by others. Also, (32) _____ you agree to
confidentiality, keep your word. And be able to say that every answer you give is as
(33) _____ as it can be, because if you give (34) _____ information it is bound to affect your future
business relationship. And remember that the excuse ‘Everyone does it’ just doesn’t work, especially in a
court of law.
20 A legal B law C lawyers D lawsuits

21 A obeying B obeyed C obey D disobey
22 A careful B respectful C mindful D lawful
23 A see B show C take D turn
24 A aligning B sharing C turning D leaving
25 A words B thoughts C actions D message
26 A To B At C In D On
27 A integrity B pleasant C nice D polite
28 A in B for C to D as
29 A Secondly B At last C Finally D Then
30 A If B Unless C When D Could
31 A seen B good C like D such
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32 A providing B could C unless D if
33 A sure B reasonable C accurate D believable
34 A misleading B true C correct D real
XXIII. E-TAILING
Read the article below about e-Tailing. In most of lines 35–50 there is one extra word. It is either
grammatically incorrect or does not fit in with the meaning of the text. Some lines, however, are correct.
If the line is correct, write CORRECT in the space provided.
If there is an extra word in the line, write the extra word in CAPITAL LETTERS in the space provided.
There are two examples at the beginning.
00 Other sites are closely watching how the people navigate a site, ____THE_____
0 and testing out what pages or promotions work best with __CORRECT__
35 different from customer groups. But seller beware: research done _____________
36 by the New York University’s Stern School of Business has found _____________
37 most shoppers consider it tracking without their consent a violation _____________
38 of their own privacy. When in a store, a customer has no expectation _____________
39 of privacy. But when someone is shopping there online, he or she is _____________
40 usually at home or unless at work. A sales rep barging into your _____________
41 shopping experience can feel like an invasion of privacy. _____________
42 ‘This is a lot about expectations,’ says NYU Marketing Professor _____________
43 Eric Greenleaf. ‘You feel like it’s private when you’re available at home, _____________
44 as opposed to there being in a store.’ ________ _____
45 E-tailing company Overstock limits chats to about 10% of its customers, _____________
even if
46 though sales rise briskly even with customers who are engaged in _____________
47 an interactive sales discussion of products. Says Tad Martin, Senior _____________
48 Vice-president for Merchandising and Operations at Overstock: _____________
XXIV. ONLINE FRAUDSTER

Read the definitions of these key words and answer the questions.
1. Fraud is a crime of obtaining money from someone or tricking them. What is a fraudster?
55
2. If you go on a drinking spree you drink a lot in a short amount of time. What is a spending
spree?
3. Many payment systems use microchips and personal identification numbers (Pins). What is a
chip and pin security system?
4. The majority of British people have a mortgage on their house, which can take them over
twenty years to pay back to the bank. What is a mortgage?
5. An employee is a person who is employed. A divorcee is a person who is divorced. What is
an interviewee?
6. Credit card companies and online shops are trying to protect customers against scams. Is a
scam an honest or dishonest way of making money?
What do you think the article will be about?
Read the headline. Tick the words you think will appear in the article.
computer criminal
prison sentence climate change
athletics phone
internet conviction
fun bottle
Now read the article and check your answers.
It’s easy money, says online fraudster who stole £250,000

On the outside, Tee was a typical student. Living away from home was expensive, and he had
racked up a sizable debt in a short time. Like most students, he had a computer and a phone in
his room - but instead of using them to study, he turned them into the tools of a 21st century
criminal.
In his short career as a fraudster, Tee - who is trying to rebuild his life after serving a long
prison sentence, and agreed to speak anonymously - estimates that he stole as much as
£250,000 through stolen credit card details, identity theft and bank account takeover. Police
officials last week said the volume of online crime was so high that they could not investigate
every case, and that big criminals were moving into the fast-growing field.
For Tee, who served almost four years for conspiracy to defraud, the chance to use people’s
ignorance against them was just too easy. “Although it sounds really flippant, it wasn’t even like
a part-time job - because at least in a job you have to work a few hours,” he said. “Maybe it took
an hour a night if I really felt like it. But to me it felt like a bit of fun and a pastime which
developed into an easy way of making money.”
In spare moments around his university schedule - he was studying law - the young
Yorkshireman would take card details lifted from insecure websites or passed on from other
56
criminals, and embark on spending sprees that got him cars, clothes and cash. Sometimes
scant details such as a name and phone number could open the door. “I used to go through
different methods depending on how confident I felt,” he said. “I used to call people up and
pretend to be from a fraud department and just ask them for their details. But sometimes it’s as
easy as getting information from a local video shop.”
Now 26, Tee admits that by the time he was caught he was looking into the possibility of getting
bank loans and even mortgages using stolen identities. “It was just a game to see how far you
could go,” he said. “My favourite trick was that you get a card in someone’s name and use it.
Then, within 24 hours, you call the bank up and convince them that you’re the genuine person
and that you haven’t made those transactions - and they refund it. Then you just go to the cash
machine and take it all out again.” He even sent flowers to one victim, using their stolen bank
details to pay for the bouquet as a cruel gesture of thanks.
People like Tee represent the smallest end of what is now a multibillion pound criminal industry.
Statistics from Cifas, the UK’s fraud prevention service, show that identity theft was up almost
20% last year, while Internet and card fraud rose to an all-time high of £414m in 2006.
Martin Gill, a criminologist at the University of Leicester, who has studied the actions and
motivations of fraudsters - Tee was one of his interviewees - said the perceived ease of fraud,
particularly when using the Internet, was encouraging to those who commit crime. “One of the
things that comes through is the belief that they’re not going to get caught,” he said. Industry
insiders say a large number of cases still go unreported because conviction has proved so
difficult.
“The common reaction among companies selling goods is a real frustration at how hard it is to
prosecute and get convictions for people who commit fraud,” said Keith Marsden, managing
director of 192.com, which sponsors Prove-ID, a private industrial forum on dealing with fraud.
“It’s a hard process to go through.” Instead, companies are choosing tougher security
procedures and programmes to educate the public about safe Internet use.
But experienced fraudsters like Tee say that it is still too easy: even chip and pin, which has
drastically cut physical fraud levels, can prove beneficial to the seasoned criminal. “I thought
chip and pin was brilliant - now cashiers think they’ve got no right to look at your card. If I
wanted to, I could pretend to be anyone, because nobody will ever check. It’s a new opportunity
for them.”
How to avoid scams
• Never give personal details over the phone. Banks should never ask for pin numbers or
codes. • Only shop on secure websites that display a padlock or key symbol in your browser.
The address should start https instead of http. • Only open email attachments if you are entirely
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sure it is necessary. Be wary of suspicious-looking emails. Some viruses use the name of
somebody you trust as a disguise.
Comprehension check
Match the sentence halves.
1. Tee started online fraud when...
2. He stole as much as £250,000...
3. Tee viewed stealing as...
4. Statistics show that online crime...
5. Criminologists say that people commit online crime because...
6. Tougher security and public awareness are...
7. People should not give their personal...8. People should be careful of suspicious...
a. details over the phone.

b. emails and attachments.
c. fun and easy.
d. has risen in the past year.
e. he was a student at university.
f. they think they won’t get caught.
g. through stolen credit card details, identities and bank accounts.
h. two methods to stop crime.
Vocabulary: Find the word
Find the word for the following definitions.

1. A phrasal verb meaning to accumulate. (paragraph 1)
2. An adverb meaning unknown, that nobody knows your name. (paragraph 2)
3. An adjective meaning not serious. (paragraph 3)
4. An adjective meaning few, little. (paragraph 4)
5. A verb meaning to return money. (paragraph 5)
6. An adjective meaning having a good effect or influence. (paragraph 9)
7. An adjective meaning safe. (paragraph 10)
8. A noun meaning something that hides a person’s real identity. (paragraph 10)
Vocabulary : Odd word out

Circle the odd word out in each group and explain why.
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1 2 3 4 5
fraudster steal mortgage industry browser
director rob padlock money attachment
criminal react loan credit card cashier
criminologist defraud debt cash website
Complete the sentence with an appropriate preposition.

1. She’s been living ____ from home for the past three years.
2. It’s possible to use a laptop computer ____ many ways.
3. Climate change has developed ____ a major problem around the world.
4. It all depends ____ how you feel.
5. The government wants to educate young people ____ the dangers of smoking.
6. He gave his credit card details ____ the phone.
7. Be wary ____ suspicious-looking emails.
DISCUSSION
Do you feel secure when shopping or giving out your personal details online? What security
precautions do you take when using the Internet?
XXV. BATTLE OF THE COLAS

Fill the gaps using these key words and phrases from the text:
arch enemy battle for supremacy flat diversification
obesity product range fizzy rival
1. A company’s _____________ is all the products made by that company.
2. Your _____________ is your biggest or worst enemy.
3. If a drink is _____________, it has gas bubbles in it. Another word for this is ‘carbonated’.
4. A _____________ is a fight between two people or two companies to get the top position.
5. A _____________ is a person, team or business that competes with another.
6. _____________ is a medical condition in which a person is very overweight and this is

bad for their health.
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7. If a market is _____________, it isn’t moving and sales remain at the same level all the
time.
8. _____________ is the process of developing new products or business activities.
Look in the text and find this information as quickly as possible:
1. Which company has the higher market value – Pepsi or Coca-Cola?
2. What was the market value of Pepsi on December 12?
3. What was Coca Cola’s market value in 2000?
4. What percentage of the sports drink market in the US does Pepsi have?
5. What percentage of its profits does Coca-Cola get from fizzy drinks?
6. How much have Pepsi’s shares risen in the past year?
On December 12 people at Pepsi Cola’s headquarters were probably drinking champagne

rather than cola. By the end of trading on Wall Street that day, the company's market value
reached $98.4bn while the market valued Pepsi Cola’s rival Coca-Cola at $97.9bn. For the first
time in the history of the two companies, PepsiCo was valued more highly than its old arch
enemy. It was mainly a symbolic event but it was a powerful symbol - and one that remained
over the days that followed. The "real thing" is suddenly second-best.
The battle for supremacy between Coca-Cola and PepsiCo is one of the great rivalries in
business. The two firms are still the number one case study for marketing students on how to
create a powerful brand around something as simple as brown carbonated water mixed with
caffeine and vegetable extracts. More recently they have become case studies for another
reason: PepsiCo for its ability to identify consumer trends and adapt its business to a changing
climate; Coca-Cola for its inability to do the same after its long history as the number one best-
selling drink in the world.
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In early 2000 Coca-Cola's market value was about $128bn, almost three times that of PepsiCo,
which was valued at $44bn. Fizzy drinks sales at both companies are flat in developed markets.
The main factor in the different fortunes of the two companies has been PepsiCo's
diversification away from sugary carbonated drinks and the realisation that consumers were
worrying more and more about obesity and health.
In 1998 the company bought the fruit juice business Tropicana. Three years later it bought
Quaker Oats, paying $14bn and adding the energy drink Gatorade to its product range. Coca-
Cola has the opportunity to buy Quaker Oats but some of its independent directors said the
price was too high. That was a bad decision. Today PepsiCo has about 81% of the fast-growing
sports drink market in the US. It has the number one fruit juice brand in Tropicana and the
leading bottled water brand in the US, Aquafina. In the most recent quarter, sales of PepsiCo's
non-carbonated drinks grew by 24%.
PepsiCo gets about 23% of its worldwide profits from the almost flat carbonated drinks sector
while Coca-Cola relies on its fizzy drinks for 85% of its profits. PepsiCo also owns snack foods
including Walkers Crisps and Doritos, and this diverse range of products, helps it to gain
influence with supermarket chains.
Coca-Cola is trying to catch up. In June it launched its Minute Maid pure juice range in Britain. It
has also introduced the Dasani bottled water brand and the Powerade energy drink. Powerade
is about one-fifth as big as Gatorade in the US. When Coca-Cola launched Dasani in Britain, it
received very bad publicity when the press realised it was distilled tap water and then when it
was removed from sale after a health scare.
PepsiCo shares have risen 14% the past year while Coca-Cola's fell 1.2%. Coca-Cola's
problems seem to have started when its highly regarded chief executive Roberto Goizueta died
in 1997. The company then suffered from under-investment, job losses and numerous changes
of management. In May 2004 the company hired its third chief executive since Mr Goizueta's
death when it persuaded the Irishman Neville Isdell to come out of retirement. Mr Isdell's was
60 years old and had worked for Coca Cola for many years. The US stock market did not see
him as the new blood or the agent for change that Coca-Cola needed.
Soon after he became chief executive, Mr Isdell was open about Coca-Cola's mistakes. He
reduced the company's long-term profit and sales targets, and said there were no easy
answers. The company, he said, had missed consumer trends and under-performed since
1997. There had been an absence of effective advertising. He promised an additional $400m
for marketing and promised to target growing markets such as China and India more
energetically. The company is now spending more on developing new products. M r Isdell has
also fired senior managers and got rid of brands that were not selling well. The most
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spectacular disaster for Coca Cola was the launch of C2, a low carbohydrate version of Coke,
which came on the market just as the fashion for low-carb diets was beginning to disappear
But it seems that Mr Isdell is making some progress and market analysts have begun to
express some optimism. The company’s profits have increased over the past year. Earnings in
the third quarter of the year were up 37% to $1.28bn, mainly as a result of strong growth in
developing markets such as China, Russia and Latin America. In the meantime PepsiCo is
continuing to press home its advantage. The company says it is focusing its research and
development efforts on healthier products including Tropicana fruit bars and a carbonated
version of Tropicana fruit juices.
Decide whether these statements are TRUE or FALSE:
1. Pepsi has always had a higher market value than Coca-Cola.
2. Dasani was a great success in the UK.
3. Coca-Cola’s profits are increasing.
4. Pepsi also sells sports drinks and fruit juices.
5. Powerade is five times bigger than Gatorade in the US.
6. C2 was unsuccessful.
7. Pepsi is focusing only on fizzy drinks.
8. Coca-Cola didn’t buy Quaker Oats because it was too expensive.
Match the words in the left-hand column with others in the right-hand column to make
expressions from the text:
1. market a. target
2. case b. market
3. consumer c. water
4. product d. value
5. sales e. trend
6. stock f. study
7. tap g. chain
8. supermarket h. range
Complete the table:

Verb Noun
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1. diversify ____________
2. realise ____________
3. decide ____________
4. invest ____________
5. lose ____________
6, perform ____________
7. develop ____________
8. disappear ____________
Fill the gaps using an appropriate preposition:

1. For the first time _______ history
2. Adapt _______ a changing climate
3. Worry _______ health
4. Sales grew _______ 24%
5. It relies _______ fizzy drinks
6. It suffered _______ under-investment
7. Spending money _______ developing new products
8. as a result _______ strong growth
DISCUSSION
Which company has a higher profile in your country? Why? What do you think each company
should do to improve its position?
Writing
1. Write an email based on the following brief. Write about 50–60 words.
Write a cover letter applying for a dream job of your choice that you have seen advertised. Use
dynamic language and the AIDA model used in advertising – attention, interest, desire, action.
You should use four paragraphs:
1. Get the reader’s attention

2. Give details of your accomplishments
3. Say why they should hire you
4. Request action
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To: Ms Delaware
Cc:
Subject:
2. Re-write these sentences using the correct version of the word in brackets. The first one has
been done for you.
0 I will call later when I think you have received this letter. (follow up)
I will follow up this letter with a phone call.__________________________
1 In my last job I made the company more profitable. (optimize)

______________________________________________________________
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2 He was very good at thinking up new ideas for the young people we sell to. (develop)
______________________________________________________________
3 Ms Jones has done really well, even better than we first thought she would. (exceed)
______________________________________________________________
4 I would very much like to talk to you about some of the ideas I have. (present)
______________________________________________________________
5 In his two years at our company Andy Fielding has managed to get more than two times the
number of customers. (double)
______________________________________________________________
XXVI. Credit cards
Barclaycard, the UK’s first credit card, was introduced in the UK over 40 years ago. Has the
credit card been a good thing for business and consumers?
1 How many credit / debit cards do you have? Tick the appropriate box and compare your
answer with a partner.
None One Two Three More than three
2 Guess the correct option to complete the statements (a–d). Then scan the article to check
your answers.
Credit cards: UK
(a) In 1966, the average wage in the UK was £10.00 / £20.00 / £50.00 per week
(b) There are now around 1,000 / 1,300 / 1,500 different credit cards available in the UK
(c) The number of credit and charge cards in circulation in the UK is 55 million / 65 million / 75
million
(d) Outstanding borrowing on credit cards in the UK currently stands at £1 billion / £25 billion /
£56 billion
The rise of the credit card

In June 1966, Barclays bank launched the first ever credit card in the UK. The idea was based
on two US cards: American Express and Diners Club. Forty years ago, customers had to
completely pay off the money they borrowed at the end of the month, as extended credit was
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not vailable. In fact, in 1966, half the UK population did not even have a bank account and the
average weekly wage was £10.00 – paid in cash. It was possible to borrow money, but the form
filling
procedures to get a loan were usually long and complicated.
Nothing like as easy as today’s instant credit. It was not until 1972 that the other main UK banks
launched a rival to Barclaycard. Over the last decade or so, the situation has changed
considerably. The number of credit cards available in the UK has been rising and there are now
at least 1,300 different cards available. Nowadays, there are more than 75 million credit and
charge cards in circulation. Extended credit started in 1967. Ten years ago, outstanding
borrowing on credit cards stood at £14 billion. Today, that figure has risen dramatically – to £56
billion. We live in a cashless society, characterised by consumer debt. In fact, the bankruptcy
rate for individuals is at an all time high. Banks come in for a lot of criticism as they try and win
over more customers with low‐rate, special introductory offers on credit cards. Some banks
make little or no effort to check if individuals can repay their loan. Credit cards are of course
very useful and convenient. For banks, they represent a good way to make money from interest
on short‐term loans. Indeed, bank profits have never been higher. Nevertheless, those
old‐fashioned values of ‘If you don’t have it – don’t spend it’ seem to have been replaced by a
‘live now, pay later’ culture.
3 Read the whole article. What are the advantages and disadvantages of credit cards for banks
and customers?
4 What is the difference in meaning between these pairs of words? Create sentences with the
words.
salary / wage
credit card / debit card
(to) credit / (to) debit
debt / loan
(to) lend / (to) borrow
profit / interest
(to) pay off / (to) pay for
(to) pay / (to) spend
5 Discuss the following questions in small groups. Be ready to report back your id eas to the
class.
(a) Are you happy with your current credit card conditions?
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(b) What ‘introductory offer’ would encourage you to change to a new credit card?
(c) Do you think that customers should pay off their loans every month? Why / why not?
(d) Are banks wrong to encourage people to take out loans?
XXVII. THE REPORTING MONTH
January is the month when many companies announce last year’s sales results and make
forecasts for the year to come.
1 Create sentences about a company you know with the word ‘sales’. Use some of the words
in the boxes.
increase / increased
decrease / decreased
fall / fell / fallen
rise / rose / risen
strong / weak
poor / good excellent
steady satisfactory disappointing
2 Scan the text. Complete the gaps (a–e) with the missing headings below.
Main news: It’s the time of year when companies look back at end‐of‐year profits, and make
their sales forecasts for the year to come.
CEO prediction: ‘2008 will be a tough year’
CEO prediction: ‘the market will remain extremely competitive; shoppers can expect more
discounting’
Our prediction: ‘US and Japan heading for recession’
Our prediction: ‘Sales will continue to be disappointing; we expect to see the next generation
of high‐definition discs when the format war between Blu Ray and HD‐DVD finally comes to
an
end later this year’
Our prediction: ‘Industry sales will remain strong. However, it is still far too early for
energy‐saving cars to really take off’
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(a) _____ Marks and Spencer has announced its first fall in sales for two‐and‐a‐half years.
Although the volume of sales had risen, the only way to attract customers has been by
cutting prices by as much as 6%. The CEO of Marks and Spencer has said the disappointing
performance was due to a slowdown in consumer spending.
(b) _____ One of the few areas with an increase in sales over the Christmas period.
Sainsbury’s has reported a small rise in sales.
(c) _____ World stock markets are facing an uncertain time, due to the global credit crunch and
high‐energy prices.
(d) _____ DVD sales have fallen for the first time since they first appeared. Sales and rentals
in the US fell by 3.6% on 2006 figures.
(e) _____ Toyota has announced global sales for last year rose by 6%. High petrol prices have
boosted demand for Toyota‐s Prius and Lexus hybrid cars.
3 Read the news items. Did you find anything surprising in the business news? Do you agree
with the predictions?
4 Decide if the following words are nouns (n), verbs (v) or both (b).
Retail performance discount market subscribe sales
hybrid cut report forecast boost industry product
demand increase format economy face
5 Discuss the following questions in small groups. Be ready to report your ideas to the class.
(a) How was business in your company industry sector last year / over Christmas? Give
reasons.
(b) How do you see business for next year? Justify your prediction.
(c) Make three more predictions for other business sectors in 2008.
First impressions last
1 Think of two or three companies/products that you associate with each of the colours below.
Then read the text and decide if the colour is appropriate for these companies/products. Say
why/why not.
2 Choose some of the following businesses and discuss what corporate colour(s) would be
most appropriate for them. You could also discuss other businesses.
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Red
Red means power and energy and suggests a bold, competitive, go-getting attitude. Red
excites us. It is particularly prevalent on anything designed to appeal to men. In the Far East,
the colour also symbolises good luck and is consequently used by many Asian companies such
as Canon, Sharp and HSBC. It is no surprise that arguably the world’s most recognisable logo,
Coca-Cola,
predominantly features red.
Green
Green is the colour of money, nature and, in many cultures, jealousy. While its money
connotations are exploited by companies such as Britain’s biggest bank Lloyds TSB, the colour
is also used by petroleum giant BP, for whom it represents an environmental stance. Green
now generally stands for something quite specific and often very political.
Yellow
Yellow is a youthful and fun colour. For this reason, it is perhaps the perfect colour for the
photographic company Kodak. Many countries’ business telephone directories are yellow and
the colour is also popular with construction companies.
Orange
Being bold, bright and lively, orange catches the eye. It’s young, fresh, energetic and dynamic.
The phone company previously known as Microtel was so dedicated to the colour that it simply
renamed itself after it. Other notable oranges include budget airline easyJet and the drugs
giant GlaxoSmithKline. Pentium and Reuters have both incorporated orange into their existing
blue colour scheme.
Brown
Brown suggests solidity, neutrality and straightforwardness. Perhaps the most recognisable
corporate brown is that of the United States delivery company UPS. However, the company
actually started using the colour in 1917 for the simple common sense reason that brown
vehicles didn’t show the dirt picked up from dusty roads.
Blue
Blue is the world’s favourite corporate colour and evokes coolness, calmness and authority. It
also denotes intellect, trustworthiness and dependability, which is why it is a favourite with
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sectors such as banking and insurance. Over 60% of all company logos are blue. Well-known
corporate blues include IBM, General Motors, Ford, Pepsi, Wal-Mart and Microsoft.
Purple
Purple has been the colour of leadership and luxury since the Roman Empire, when only the
imperial family were allowed to wear it. Although Yahoo! And the telecommunications
company NTL pair it with yellow and green, purple is rarely used on its own as a corporate
colour. The big exception to this is the confectionery giant Cadbury, who originally chose pu rple
in the late 19th century because it was said to be Queen Victoria’s favourite colour.
What colour suits these businesses?

• investment fund
• electronic goods
• fast food restaurant
• upmarket restaurant
• car hire
• courier service
• health food products
• estate agent
• fitness club
• music shop
• waste disposal
• clothing for teenagers
• energy supplier
• DIY company
• supermarket
• beauty salon
• toyshop
• airline
• advertising agency
• language school
CALCULATED GUESS
Choose the noun from the box which collocates with each set of verbs (1-8).
Round 1: In the office
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your computer a letter a phone call a form
a computer file a message a report your e-mail
1 You can make it. You can take it. You can receive it. You can return it. What is it?
2 You can crash it. You can shut it down. You can play on it. You can reboot it. What is it?
3 You can complete it. You can draft it. You can file it. You can submit it. What is it?
4 You can get it. You can send it. You can address it. You can mail it. What is it?
4 You can sign it. You can make a copy of it. You can send it off. You can fill it in. What is it?
6 You can open it. You can delete it. You can create it. You can back it up. What is it?
7 You can send it. You can take it. You can leave it. You can listen to it. What is it?
8 You can reply to it. You can check it. You can go through it. You can delete it. What is it?
Round 2: On the road

your flight an appointment a meeting your office
a presentation an agreement lunch your hotel
1 You can go back to it. You can check into it. You can be dropped off at it. You can be picked
up at it. What is it?
2 You can miss it. You can give it. You can attend it. You can take notes at it. What is it?
3 You can come to it. You can reach it. You can work it out. You can negotiate it. What is it?
4 You can enjoy it. You can change it. You can miss it. You can be booked on to it. What is it?
5 You can fix it. You can cancel it. You can keep it. You can fail to turn up for it. What is it?
6 You can skip it. You can grab it. You can go for it. You can pick up the bill for it. What is it?
7 You can organize it. You can hold it. You can speak at it. You can lead it. What is it?
8 You can phone it. You can e-mail it. You can check with it. You can keep in touch with it.
What is it?
Round 3: In a meeting
decisions problems ideas figures
excuses views proposals your colleagues
1 You can address them. You can deal with them. You can foresee them. You can solve them.
What are they?
2 You can develop them. You can share them. You can come up with them. You can
brainstorm them. What are they?
3 You can make them. You can consider them. You can put them forward. You can withdraw
them. What are they?
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4 You can look at them. You can go through them. You can quote them. You can round them
up. What are they?
5 You can make them. You can question them. You can reach them. You can put them off.
What are they?
6 You can support them. You can attack them. You can back them up. You can chat with them.
What are they?
7 You can air them. You can share them. You can express them. You can exchange them.
What are they?
8 You can make them. You can look for them. You can invent them. You can refuse to accept
Boss or Big Brother?
1 Read the extract from an article on e-mails. In each sentence there are two words missing.
Fill the gaps with the following word pairs.
liable + e-mails, case + pay, thinks + halt, e-mail + tool, e-mails + words, says + issue,
systems + snooping, want + money, conducted + behalf, perk + hot, offensive + language,
sexism + pathetic, take + telephone, scanning + managers, customers + worried.
UK employers are keeping a close eye on (a) _________________ e-mails in an effort to trap
those using sexist or racist _________________ . Automatic (b) _________________
equipment is being used to seek out potentially offensive words that set off an internal alarm,
and _________________ are then alerted. Philip Ryan, from IT company Peapod, says in
reality
the (c) _________________ he develops are more about protecting companies than
_________________ on employees. ‘Our (d) _________________ are very
_________________ . They don’t want to be (e) _________________ for things written in
_________________ . People do not
(f) _________________ to end up in court and lose _________________ .’ Mr Ryan points to
the
(g) _________________ of Norwich Union, an insurance company, which had to
________________ out £450,000 after its employees sent out e-mails insulting a market rival.
Professor Helen Petric (h) _________________ UK employers may be overreacting to the e-
mail
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_________________ . She recently (i) _________________ a survey of e-mail content on
_________________ of MSN. There was a bit of (j) _________________ and some fairly
_________________ jokes. The University of Hertfordshire academic (k) _________________
employers’ time might be put to better uses than trying to _________________ their workers’
personal e-mails. Most (l) _________________ are between 50 and 100 _________________ .
It doesn’t (m) _________________ very long to read or type them, especially compared to the
time a person could spend on the _________________ . Ms Petric says (n)
_________________ has proved an invaluable _________________ to workers. It should be
regarded as a small (o) _________________ of the job, one people should not get too
_________________ under
the collar about.
THE GOOD CONSULTANT

1 Companies use consultants for many reasons. Match the sentence halves to discover a few
of them.
a Consultants are not involved 1 fresh ideas to the company.
b Consultants have experience of 2 specialist knowledge.
c Consultants bring 3 in internal company politics.
d Consultants can be used 4 things realistically and objectively.
e Consultants have 5 working with other companies.
f Consultants see 6 quickly and efficiently.
g Consultants work 7 by management to take the criticism for
unpopular decisions.
2 Read the story of The consultant, the shepherd and the sheep.
Once upon a time there was a shepherd. He was standing by the side of the road, looking after
his flock of sheep. Suddenly, a brand new Cherokee Jeep appeared and stopped near the
shepherd.
A young man wearing a Hugo Boss shirt, Yves St. Laurent trousers and Nike trainers got out
and said to the shepherd: ‘If I can guess how many sheep you have in your flock, will you give
me one of them?’
The shepherd looked at the man, looked at his sheep – who were eating grass peacefully – and
said: ‘Yes, OK then.’
The young man parked his car and took out his laptop computer and a GSM phone. Then he
logged on to a NASA website and scrutinized the local area with the help of a GPS (global
73
positioning system). Next, he created a database and 60 Excel tables full of statistics. After that,
using a hi-tech micro-printer, he printed a 150-page report. Finally, he turned to the shepherd
and said: ‘You have 1,586 sheep in your flock.’
The shepherd replied: ‘You’re absolutely right, I do have 1,586 sheep in my flock. Now you can
take your sheep.’
The young man took a sheep and put it in the back of his Jeep. When he had done this, the
shepherd said: ‘If I can guess your profession, will you give me my sheep back?’ ‘Yes,’ said the
young man. ‘You are a business consultant,’ said the shepherd. ‘How did you guess?’ asked
the young man. ‘Three things,’ said the shepherd. ‘Firstly, you came here when nobody asked
you to. Secondly, you charged me a sheep to tell me what I already knew. And thirdly, you have
no idea what I do, because you took my dog, not a sheep!’
3 Complete the sentences with a partner using the following modal verbs. Try to use a different
one for each sentence.
must mustn’t should shouldn’t has to doesn’t have to can
a A good consultant
____________________________________________________________________________
______________
____________________________________________________________________________
______________
b A good shepherd
____________________________________________________________________________
______________
____________________________________________________________________________
______________
c A consultant’s report
____________________________________________________________________________
______________
____________________________________________________________________________
______________
d A company employing a consultant
____________________________________________________________________________
______________
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____________________________________________________________________________
______________
e The recommendations in the report
____________________________________________________________________________
______________
____________________________________________________________________________
______________
WORKING STYLE
Have you ever thought about your working style? Are you a team worker, a finisher, a supporter
or a leader? This questionnaire will help you to find out.
1 Read the 30 statements and tick the ones you agree with. You only have ten minutes so do
not spend time thinking deeply about each statement. There are no ‘right’ or ‘wrong’ answers,
so be honest!
1 ……………. I usually meet up with my colleagues socially.

2 ……………. I often find it difficult to advise people on what to do about their problems.
3 ……………. Workplace crèches are a good idea.
4 ……………. I can never remember staff birthdays.
5 ……………. I am an extrovert most of the time.
6 ……………. My boss is hardly ever interested in my opinion.
7 ……………. I am just paid to get results.
8 ……………. I often feel that people do their jobs better than me.
9 ……………. I wish I was somebody else from time to time.
10 ……………. I would only work for an employer who treated men and women equally.
11 ……………. I have always recognized my strengths.
12 ……………. I frequently work overtime and I don’t mind doing this.
13 ……………. I can usually help people with their personal problems.
14……………. I usually know all the office gossip.
15 ……………. I don’t find jokes about minority groups funny.
16 ……………. I think that problems at home can sometimes become problems at work.
17 ……………. I recognize my faults.
18 ……………. I hardly ever take part in gossiping during work hours.
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19 ……………. I don’t often enjoy doing nothing.
20 ……………. When people criticize me, I sometimes get depressed.
21 ……………. I usually get on well with my colleagues.
22 ……………. I always enjoy meeting new people.
23 ……………. I often take work home with me.
24 ……………. I daydream a lot.
25 ……………. I like working with computers.
26 ……………. I always enjoy job interviews.
27 ……………. My colleagues usually enjoy my company.
28 ……………. Promotion should always be based on length of service in a company.
29 ……………. Taking important decisions hardly ever worries me.
30 ……………. The job will still be there tomorrow.
2 Work out your score. Circle the answers you ticked, then add up how many As, Bs, Cs and
Ds you have. Now read the analysis below. Do you agree with it?
1A 11 D 21 D
2A 12 B 22 D
3A 13 B 23 B
4B 14 A 24 C
5D 15 A 25 B
6C 16 A 26 D
7B 17 C 27 D
8C 18 B 28 C
9C 19 B 29 D
10 A 20 C 30 A
Mostly A’s: You are a Team Worker

Your relationship with your colleagues is important to you and many may also be friends. You
are good at working with others to solve problems. You are a good listener. You understand
others’ points of view and have a lot of respect for people. You are usually a
popular member of the team.
Mostly B’s: You are a Finisher
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You are always very task-centered and committed to getting the job done. You identify strongly
with your organization and often hide your true feelings. Sometimes your colleagues find you a
little difficult to get to know.
Mostly C’s: You are a Supporter

You usually think of others in a more positive light than yourself. You occasionally lack
confidence and depend too much on other people. However, as you put others’ needs
before your own, you are often highly valued in an organization.
Mostly D’s: You are a Leader

You are usually confident and clear about what you want and how to get it. You show a lot of
respect for others. Good listening skills come naturally to you as you frequently like to
understand others’ opinions before making a decision.
THAT’S NOT RIGHT!

Work with a partner. Look at the things you might say during a business lunch. In each pair of
sentences, only one is correct. Score out the incorrect sentence each time. Then role-play the
three stages of the conversation with one of you reading the odd numbers and the other the
even ones.
1A So, shall we take a drink at the bar while we wait for our table?
2A OK. Do you mind if I just have a mineral water?
3A Mineral water, sure. Gassy or flat?
4A On second thought, I’ll have a martini.
5A Good idea. I think I’ll join you.
6A Great place, by the way. Do you go here often?
7A Quite often. Ah, looks like our table’s ready. After you.
8A Wow! What a fantastic view of the city!
9A Isn’t it? Now, this is the main menu and those are the particulars.
10A OK. So, what do you recommend?
11A Well, you could attempt the rabbit. That’s very good here.
12A Actually, I’m not that keen for rabbit.
13A Well, the veal is also a specialty.
14A Mmm, that sounds good.
15A So, are you ready to order?
77
16A Yeah, I’m going to have the fillet – I like a good bloody steak.
17A OK. And shall we have a bottle of red of the house?
18A A whole bottle? What about this afternoon’s meeting?
19A Good point. Let’s just have a pair of glasses, then.
20A Fine. Well, I think this morning’s presentation went very well.
21A Mmm, let’s hope this afternoon is just as successful.
1B So, shall we have a drink at the bar while we wait for our table?
2B OK. Do you care if I just have a mineral water?
3B Mineral water, sure. Still or sparkling?
4B On second thoughts, I’ll have a martini.
5B Good idea. I think I’ll copy you.
6B Great place, by the way. Do you come here often?
7B Quite often. Ah, looks like our table’s ready. Behind you.
8B Wow! What a fantastic sight of the city!
9B Isn’t it? Now, this is the main menu and those are the specials.
10B OK. So, what do you guarantee?
11B Well, you could try the rabbit. That’s very good here.
12B Actually, I’m not that keen on rabbit.
13B Well, the veal is also a specialism.
14B Mmm, that sounds well.
15B So, are you ready to command?
16B Yeah, I’m going to have the fillet – I like a good rare steak.
17B OK. And shall we have a bottle of the house red?
18B A whole bottle? How about this afternoon’s meeting?
19B Good point. Let’s just have a couple of glasses, then.
20B Fine. Well, I think this morning’s presentation came very well.
21B Mmm, let’s hope this afternoon is just so successful.
A–Z RACE
Work in teams. Correct the sentences which have a grammar mistake. You have a time limit of
ten minutes.
A. I’m usually going to work by car. ……………………………..

BThe climate gets warmer because of global warming. ……………………………..
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CMy boss stays often in luxury hotels. ……………………………..
DCould you tell me where is the meeting room? ……………………………..
EThe committee chose the new Financial Director last Tuesday. ……………………………..
FThis internet search engine developed without the use of advertising. …………………………
GCould you me tell where you live? ……………………………..
HFood served in British restaurants isn’t bad as you think. ……………………………..
I I have to work much harder in my current job than in my last one. …………………………….
JThe Chairman said that profits have risen by 5% this year. ……………………………..
KHave you heard the news? Our competitor went bankrupt! ……………………………..
L Employees should be punctual for work in the mornings. ……………………………..
M I’ll to take that call if you like. ……………………………..
N I not have to back up my work. My computer automatically does it for me. …………………
O I’m absolutely exhausted. I am at my desk since eight o’clock this morning. ………………
P No, really Carlo. I pay for the drinks. I insist! ……………………………..
Q What do you do after the conference, Anna? ……………………………..
R The Marketing Manager told that we should promote it on the Internet. ……………………
S Who you visited when you went to Turkey? ……………………………..
T She’s worked in Tokyo for three years. ……………………………..
U If we don’t leave now, we’re late for the Managing Director’s presentation. …………………
V I’m going not to buy any more shares until the market improves. ……………………………..
W His company is the more profitable in this sector. ……………………………..
X Shall I to order a taxi for you? ……………………………..
Y She says everyone she’s the manager when she’s really only the assistan t. …………………
Z He’s the kind of person you can depend on to do a job well. ……………………………..
Overview
Students read 30 statements about attitudes to work and tick the ones they agree with. Then
they look at an analysis section to find out which type of working style they have:
team worker, finisher, supporter or leader.
Preparation
One copy of the worksheet for each student with the analysis section folded over.
Procedure
Introduce the topic of different working styles by writing team worker, finisher, supporter and
leader on the board. Briefly discuss what each of these mean. (See the analysis section in the
worksheet but don’t go into too much detail at this stage.) Ask students to tell you which
79
of the four working styles they think they have, and to explain why.
Hand out copies of the worksheet. Ask students to read the statements and tick the ones they
agree with. Set a time limit of ten minutes so that students do the activity quickly and don’t
ponder over each statement. Monitor, helping with vocabulary as necessary.
Ask students to unfold the analysis section and check to see if they have scored mainly As, Bs,
Cs or Ds. Then tell them to read the analysis text to find out what kind of working style they
have.
Have a class feedback session. Ask students if they agree with their analysis
Calculated guess
Choose the noun from the box which collocates with each set of verbs (1-8).
Round 1: In the office
Your computer a letter a phone call a form a computer file a message a report your e -mail
1 You can make it. You can take it. You can receive it. You can return it. What is it?
2 You can crash it. You can shut it down. You can play on it. You can reboot it. What is it?
3 You can complete it. You can draft it. You can file it. You can submit it. What is it?
4 You can get it. You can send it. You can address it. You can mail it. What is it?
4 You can sign it. You can make a copy of it. You can send it off. You can fill it in. What is it?
6 You can open it. You can delete it. You can create it. You can back it up. What is it?
7 You can send it. You can take it. You can leave it. You can listen to it. What is it?
8 You can reply to it. You can check it. You can go through it. You can delete it. What is it?
Round 2: On the road
Your flight an appointment a meeting your office a presentation an agreement lunch your hotel
1 You can go back to it. You can check into it. You can be dropped off at it. You can be picked
up at it.
What is it?
2 You can miss it. You can give it. You can attend it. You can take notes at it. What is it?
3 You can come to it. You can reach it. You can work it out. You can negotiate it. What is it?
4 You can enjoy it. You can change it. You can miss it. You can be booked on to it. What is it?
5 You can fix it. You can cancel it. You can keep it. You can fail to turn up for it. What is it?
6 You can skip it. You can grab it. You can go for it. You can pick up the bill for it. What is it?
7 You can organise it. You can hold it. You can speak at it. You can lead it. What is it?
8 You can phone it. You can e-mail it. You can check with it. You can keep in touch with it.
What is it?
80
Round 3: In a meeting
decisions problems ideas figures
excuses views proposals your colleagues
1 You can address them. You can deal with them. You can foresee them. You can solve them.
What are they?
2 You can develop them. You can share them. You can come up with them. You can
brainstorm them. What
are they?
3 You can make them. You can consider them. You can put them forward. You can withdraw
them.
What are they?
4 You can look at them. You can go through them. You can quote them. You can round them
up. What are they?
5 You can make them. You can question them. You can reach them. You can put them off.
What are they?
6 You can support them. You can attack them. You can back them up. You can chat with them.
What are they?
7 You can air them. You can share them. You can express them. You can exchange them.
What are they?
8 You can make them. You can look for them. You can invent them. You can refuse to accept
decisions problems ideas figures excuses views proposals

your colleagues your flight an appointment a meeting your office a
presentation an agreement lunch your hotel
your computer a letter a phone call a form
a computer file a message a report your e-mail
1 Complete the phrasal verbs with the appropriate preposition. Which two verbs mean
‘to choose’? Which two verbs mean ‘not to choose’?
away for out into with for up
a When deciding on our new premises, we looked ____________ location, cost and transport.
81
b We decided to rule ____________ using a consultant for the first year.
c We wanted a modern office, but we concluded we could live ____________ an older
property.
d Due to quality issues, we wanted to stay ____________ from second-hand equipment.
e We were tempted to plump ____________ designer furniture, but cost was a problem.
f After weighing ____________ the pros and cons, we finally rejected taking on a big bank loan.
g As for staff, we decided to go ____________ experienced people.
Information overload
1 How many of the following types of information/communication does a typical office worker
have to deal with daily? Discuss with a partner.
a phone calls ______ e inter-office memos ______
b e-mails ______ f faxes ______
c voicemails ______ g mobile phone calls ______
d items of post ______
2 Read the first paragraph of the text and find the answers to 1. Do any of them surprise you?
Then
Read the rest of the text. Which of the points in the text are most relevant to you. Discuss with a
partner.
Another day in the office, which, according to one recent study, consists of handling 46 phone
calls, 25 e-mails, 16 voicemails, 23 items of post, eight inter-office memos, 16 faxes and nine
mobile phone calls. Enough to send you crazy? You may be right. Gerry McGovern, who is
writing a book on information overload, is in no doubt the huge quantity of information has led to
increasing stress levels and results in a downturn in productivity. ‘I think that, to some degree,
long-term or medium-term strategic thinking is being restricted by the necessity to react to the
continual bombardment of short-term data,’ he says. ‘A lot of managers are spending so much
of their time coping with the data that’s coming through today that they don’t have as much time
as they should to properly analyse it and put it in perspective.’ Les Posen, a psychologist who
has written numerous articles on technology and psychology, says information overload can
lead to people losing control of what material is important and what isn’t. ‘Our filtering systems
get overloaded, so the good stuff gets left out as much as the useless stuff, and we might find
ourselves not able to easily differentiate between quality material and non -quality material,’ he
says.‘Someone who spends hours sorting e-mails and getting distracted by unimportant details
82
may be suffering from information overload,’ Posen adds. Other signs include switching off
completely. He says the key to avoiding information overload is to find a middle ground that
recognises the importance of technology to our working and social lives while ensuring it
doesn’t eat up all our time.
3 Gerry McGovern put forward a list of six skills for dealing with information overload. Rank the
skills according to their degree of effectiveness (1 = most effective). Compare your ranking with
the rest of your group/class.
Six skills to avoid information overload
a Learn to think better. More decisions aren’t necessarily better decisions. You might make
better decisions if you make fewer decisions.
b Learn to plan better. Don’t simply react to short-term data. Make sure you are also thinking
about the medium and long term.
c Learn to research better. Be thorough about what you do. According to a survey conducted
last year, only one in 20 people will scroll to the second page of search results.
d Learn to organise better. Nurture the architect in you.
e Learn to collaborate better. Work towards common goals. McGovern quotes author Frances
Cairncross from his book The Company of the Future: ‘The most widespread revolution in the
workplace will come from the rise in collaboration and the decline of hierarchy.’
f Learn to network better. People are the network.
1 In groups, discuss how mobile people are in your country – is it difficult to move people to a
new site several hundred kilometres away? Why / Why not?
2 Read the background information about Autoplastica. Why is Research and Development
(R&D) so important? Why is Autoplastica’s current R&D organisation unsatisfactory?
Autoplastica was founded in 1952 in a garage in Biella, a small town in the hills of northern
Italy. Today, the company has sixteen plants and 3,000 employees in nine countries and
produces plastic parts for car manufacturers all over the world.
Because the automobile sector is fast-moving, highly competitive and very technical,
Autoplastica spends seven and a half per cent of its revenue on Research and Development.
Autoplastica has a difficult decision to make. Currently its 400
Research and Development staff are divided between three teams on three different sites:
• Rome, the administrative headquarters
• Bari, the largest production site
• Biella, the oldest site, between Turin and Milan
83
There are many advantages in centralising R&D – but where?
There are also significant disadvantages to consider.
In Company Case Studies

Autoplastica
1. In groups, discuss how mobile people are in your country – is it difficult to move people toa
new site several hundred kilometres away? Why / Why not?
2 Read the background information about Autoplastica. Why is Research and Development
(R&D) so important? Why is Autoplastica’s current R&D organisation unsatisfactory?
Autoplastica was founded in 1952 in a garage in Biella, a small town in the hills of northern
Italy. Today, the company has sixteen plants and 3,000 employees in nine countries and
produces plastic parts for car manufacturers all over the world. Because the automobile sector
is fast-moving, highly competitive and very technical, Autoplastica spends seven and a half per
cent of its revenue on Research and Development. Autoplastica has a difficult decision to
make. Currently its 400 Research and Development staff are divided between three teams on
three different sites:
• Rome, the administrative headquarters
• Bari, the largest production site
• Biella, the oldest site, between Turin and Milan
There are many advantages in centralising R&D – but where?
There are also significant disadvantages to consider.
Work in groups of four. You are going to take part in a meeting to decide which solution to
choose. Each take a role: A, B, C or D.
A Head of R&D, Bari

(31 years with Autoplastica)
You are completely hostile to the idea of centralisation. The present system works perfectly
well, why change it? You are worried that you could lose your job if R&D is centralised.
Although you are the most experienced head of R&D, your age could be a problem. You have a
nice house by the sea near Bari, your teenage children go to a good school and your partner
works for the town council. You cannot imagine moving away from Bari and you are sure most
of your best engineers will have the same reaction.
84
B Head of R&D, Rome
You are prepared to move, but only to a major city – you like city life and you hate the country.
You are not married and it’s easier to meet people in a big city. You are younger and have less
experience than the other heads of R&D – you are worried that you will have less influence in a
centralized organisation. However, if the other heads of R&D leave the company, it could be an
opportunity for promotion for you.
C Head of R&D, Biella

You believe that centralisation is essential for the future of the company. You are strongly in
favour of a new purpose-built R&D facility and you think you have a good chance of becoming
the director of the new centre. You have a house in Biella, but you are getting divorced so you
want to move. Your new partner lives near Milan, so you would like the new site to be there.
You believe it will be easier to recruit good young engineers in the industrial north than in Bari
or Rome. However, if you are the new centre director, you are ready to negotiate.
D International Director of R&D

Centralising R&D is your top priority. It is your job to chair the meeting and to make sure that
everyone understands all the arguments and expresses their opinions. Above all, you want to
obtain agreement between your three heads of R&D on how and where to centralise. Your
office is in Rome. You will need to visit the new centre frequently, so good communications and
easy access are essential for you, but it is important that you appear completely objective. You
have not yet decided who will be the new centre director.
85

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TUTOR: JUNIOR LECTURER CRISTINA VALCEA

0 A are claiming B have claimed C will claim D claimed

1. Get the reader’s attention

I will follow up this letter with a phone call.__________________________

1 In my last job I made the company more profitable. (optimize)

2 The security of any company can be compromised by new communication tools.

hard-disc failure ▪ server ▪ upgrade ▪ advance ▪ fall down

In the event of a takeover, many jobs would be lost.________________________

1 Please remember to sign in when you arrive at reception. (Staff/reminded)

2. If a company is innovative, this will lead it to outperform rivals.

4. Successful businesses are continually improving their processes.

5. All employees should comprehend what the company is trying to achieve.

7. Controlling all aspects of how the business operates is very difficult.

0 Your car/service/now? Yes it is.

Is your car being serviced now?__________________________________________

1 Reports/write? No, not yet.

2 Do you think/the targets/reach by next week? Probably not.

3 When/your computer/upgraded? Two months ago.

4 You/ask/to attend the conference? Yes I have.

5 The email/receive/by the time he call? No, it hadn’t.

Feedback, when used correctly, is an essential tool for learning. (2) _ . By

E. It is information on the gap between current and target performance.

1. A commanding B co-operative C cautious D confident

5 You should have contacted me immediately. (think)

Read the text below about hiring good salespeople.

1 What reasons are given for constructing a team of good salespeople?

5 What other motivators have been suggested to influence such a person?

6 The final paragraph discusses the benefits of recognition which help to

VII. New Business

1. Read the article about starting up in business.

C. To be a true entrepreneur, you have to be ready to risk everything.

F. But, of course, life is not that simple.

2 Put forward/business plan

4 Draw up/terms and conditions

VIII. Financial Control

1. Read the article about financial management.

C. In reality, it should be seen as a powerful provider of information for decision -making.

2. Complete the text with a, an, the or no article.

IX. Fair Trade

1. Read the article below about business ethics.

Other examples of creative accounting or misleading financial information have resulted in

1. In relation to business, what is meant by the term ethics?

3. Enron has become a famous example of financial misbehaviour because

4. According to the text, why are unions necessary?

6. How is the public protected from undue influences in advertising?

7. Which sentence best summarizes the text?

X. TECHNOLOGY IN THE WORKPLACE

00 In today’s marketplace, the idea of improving productivity is the CORRECT_

XI. GOOD MANAGEMENT TECHNIQUES

Read the article below about good management techniques.

What makes a good manager? What is management? (18) _______ . It is important to

XII. INTERVIEW TECHNIQUES

25 A admitted of B admitted from C admitted by D admitted to

XIII. BUILT-IN OBSOLESCENCE

36. Built-in obsolescence as a concept is a good business strategy.

Write a letter to the consultant:

 explaining why he is being replaced

Work in pairs or threes and discuss the situation below.

Discuss and decide together:

XIV. Future of advertising

XVI. MEASURING PERFORMANCE

Motivating and measuring performance is a difficult skill, but by setting performance