1 Personal development

1.1 About business

Developing your career

1

Students’ownanswers

2

Theauthordescribeslifeatworkhumorously,asabattle.Itisdescribedas

ruthlessandcutthroat,withpeopledoingwhatevertheycantogettothe

top.

Wordsthatindicatetheauthor’shumorousstancethroughcomic

exaggerationandtheideaofbattleareminefield, kidnapandblackmail.

3

a) 4 b) 1 c) 8 d) 9 e) 3 f) 7 g) 2 h) 6 i) 5

4

1 Getyourselfnoticed=it’sagoodideatoshowinitiative/volunteer.

Thiswillprovideyouwithplentyofwork,whichyoushouldtrytoavoid

doing.

2 Ignoreallemails=ifsomethingisreallyimportantthepersonwhosent

theemailwilltrytocontactyouagain.

3 Therearegoodandbadbosses=goodbossesareinterestedinyou,

encourageyou,giveyouinterestingworktodo,andleaveyouto

workonyourowninitiative.Badbossesgiveyouworktodoandthen

complainwhenyoudowhattheyask.

4 Dressupnotdown=it’simportanttodressappropriatelyforthejob.

5 Shareopinionsatappraisals=donotexpectyourbosstohavethesame

opinionasyou.Whengivingappraisals,giverecognitionaswellas

criticism.

6 Learntorecyclereports.Manyreportssaymuchthesamething,and

usinganoldoneasamodelcanbeuseful.However,double-checkall

yourchanges!

7 PAskeepbusinessorganized=theyaretheenginesthatkeepabusiness

running.

8 Don’tbescaredtobelazy=themoreyoudo,themorecangowrong.

9 Steerwellclearofallmeetings=mostmeetingsarepointless.Thebest

meetingsarethoseforwhichpeoplehavereallyprepared.Theyrequirea

lotofwork,butareusuallyveryworthwhile.

5

performance

relationshipsatwork

yourapproachtoyour

job

Speaker2:makesure

yourbossthinksofyou

firstwhenpromotion

timecomes.Keep

yourselfontheirmind

bysendingregular

updatesevenifyou

haven’tdonevery

much.

Speaker1:developa

friendshipwithyour

boss,trytotalktothem

aboutpersonalthings,

inanaturalway

Speaker3:Setlimits

fortheamountof

overtimeyoudo.Know

yourlimitationsand

turndownassignments

ifnecessary.

1.2 Grammar

Tense, voice and aspect

1

1 haveyoubeenupto–wepreferthepresentperfectherebecauseit

indicatesastateleadinguptothepresent,andalsobecausethepresent

perfectisstronglyassociatedwithsinceasaprepositionorinthiscasea

subordinator.

2 saw–thisindicatesaspecificeventinthepast,soweusethepast

simple;alsothepastsimpleisassociatedwiththeadverblast(=thelast

time).

3 hasn’tanyonetoldyou–normallyyouonlyneedtotellsomeone

somethingonce,sotheaspectissimple.Ifitiscontinuous,itmeans

thatthepersonisbeingtoldrepeatedly.Theuseofthepresentperfect

hereindicatesnews.

4 havedecided–thepresentperfectismorelikelyasthedecisionhas

strongcurrentrelevance.Thepastsimpleisalsocorrect,andwouldbe

moretypicalofAmericanEnglish.

5 wouldyoubedoing–wouldshowsthatthesituationishypothetical,

andgiventhecontextthatthejobinterviewisinthefuture,the

continuousexpresseswhatJonwouldbedoingifhegetsthejob.The

perfectcontinuousexpresseswhatJonwouldhavebeendoingifhe

hadgotthejob.Clearlyhehasnotbeenrejectedforthejobsothis

combinationofaspectsisnotappropriate.

6 cover–thereisnoreasontousethepresentperfect;thepresentsimple

hererefersto‘alltimes’–past,presentandfuture.Thisisapermanent

stateofaffairs.

7 havealwaysgot–thepresentperfectisusedheretodescribearecurrent

habituptothepresenttime.Alwaysgotismoredistant(orAmerican

English)andsuggeststhatthischaracteristicisnolongertrue.

8 isgoing–thepresentcontinuousismorelikelyastheactionisboth

currentlyinprogressandincomplete.

9 blew–thepastiscorrectastheeventreferredtoisinthepast(when

thedocumentswerelost)andthereisaspecificreferencetothisinthe

sentence,soitisquitedefinite.

10 haveyoubeendoing–thepresentperfectcontinuousemphasizes:the

currentimportanceoftheaction(present),whathasbeencompleted

sofar(perfect),andthefactthattheactionisongoingorinprogress

(continuous).

11 willhaveworkedout–will+theperfectaspectismorelikelythanthe

progressiveasJonmeansthatbythefuturedatementioned(theend

oftheweek)thestrategywillbecompletedandeveryquestionwillbe

covered.Thecontinuouswouldsuggestthatattheendoftheweekhe

wouldstillbeintheprocessofformulatinghisstrategyanditwouldnot

befinished.

12 Aren’tyoubeing–thepresentcontinuoussuggeststhatEdthinks

Jonisbehavingover-confidently/arrogantlyatthemoment,butisnot

generallyover-confident/arrogant.

2

Students’ownanswers

3

1 waslaunched

2 was/istargeted

3 perceived

4 hasbeenrated

5 covers

6 hastobememorized

7 thrownaway

8 actsout

9 guesses

10 change

4

Wewanttoavoidmentioningwhodidtheaction.=3(reducedform,

auxiliaryomitted)

Itisunimportant,orunnecessary,tosaywhodidtheaction.=1,2,4,6,7

Thesubjectofthesentenceisextremelylong,sotheactivesoundsbetter

becauseitputsthelongmaterialattheend.=5

Thereisnoreasontousethepassive,sotheactiveisbetter.=8,9,10

5

1 worked

2 waspublished

3 are

4 beconsidered

5 areclearlybeingmade

6 beingbased

7 is

8 isnotactuallydoing

9 isbased

10 notonlygain

11 remains

12 maybesummarized

13 arerequiredtocarrythemout

14 maythenbeplaced

15 arebestsuited

1.3 Vocabulary

Behavioural competencies and

setting goals

1

Students’ownanswers

2

Teamworking

Managingand

developing

yourself

Customerservice Problemsolving

effective

communication

holdingpeople

accountable

leadership

flexibility

networking

self-awareness

self-development

time

management

clientfocus

intercultural

competence

results

orientation

analytical

thinking

decisionmaking

innovation

managingchange

3

1 analysis

2 communication

3 priority

4 unexpected

5 application
Matchingcompetencies:

1 analyticalthinking

2 effectivecommunication

3 clientfocus

4 flexibility

5 self-development

4

Theydiscussleadershipandtimemanagement.

Answer key

Answer key

5

Leadership:Hementionsorganizingapromotionalcampaignforthe

Europeantour.HealsomentionsprovidingsupportforHannah,amember

ofhisteam.

Timemanagement:Hetalksaboutthetimehewastryingtoarrangethe

transportfortheFrenchlegofatour.

6

1 clearguidelines

2 Measurableobjectives/targets

3 realistictargets/objectives

4 writtenrecord

5 valuableinsight

6 performanceappraisal

7

1 successful

2 achievements

3 perception

4 evaluation

5 defensive

6 responsive

7 effectively

8 non-committal

8

Tofinalize80%ofpromotionalplansforartistpublicityeightweeksbefore

anyplannedtourdatebegins.

Toinvolvejuniorstaffinatleast50%ofarrangements.

Toensurepublicityexposurecoversatleastthreedifferentchannels(print,

radio,web,mailetc.)

Toupdatebudgetsbytheendofeachquarter.

9

Students’ownanswers

1.4 Management skills

Self awareness and

communication

1

–

3

Students’ownanswers

4

1 you

2 you

3 others

4 others

5 Arena

6 Façade

7 BlindSpot

8 Unknown

5

Students’ownanswers

6

1 AlargeBlindSpotsuggestsamanagerwhodoesnotlistentoother

people’sideasorfeedback.He/Shemaybeperceivedasarrogantor

authoritarian.

2 AlargeFaçadesuggestsamanagerwhoisreluctanttodisclosehis/her

ownideasandfeelings.He/Shemaybeperceivedasdefensiveand

indecisive.

3 AlargeUnknownsuggestsamanagerwhodoesnotcommunicate

his/herownideasnorshowsinterestinthoseofothers.He/Shemaybe

perceivedasunimaginativeandbureaucratic.

4 AlargeArenasuggestsamanagerwhoshareshis/herownideasand

feelingsandlistenscarefullytothoseofothers.He/Shemaybeperceived

asopenandobjective.

7

1 Howdoyoureactunderpressure?

2 Howdoyoucopewithfailure?

3 Howmotivatingismoneyforyou?

4 Whatwouldyouliketochangeaboutyourself?

5 Whatdoyouseeyourselfdoingintenyears’time?

8

1 ShallIhaveagoatthis?

2 Ihavetoconfessthat…

3 Wouldyouliketotakethisone?

4 I’veneverreallythoughtaboutitthatmuch.

5 Ihaven’ttheslightestidea!

6 IfI’mtotallyhonestwithmyself,I’dhavetosay…

7 I’llpassonthisone,ifyoudon’tmind.

8 Let’sleavethatone,shallwe?

9 Ihonestlyhaven’tgotaclue!

10 Ifyoureallypushedme,IsupposeI’dsay…

9

a) 1,3

b) 2,6

c) 4,10

d) 5,9

e) 7,8

10

and

11

Students’ownanswers

1.5 Writing

Job descriptions

1

Students’ownanswers

2

A JobTitle

B JobType

C Salary

D Linemanager

E JobAims

F Duty/(ies)

G Standard(s)

3

(a)on

(b)to

(c)in

(d)in

(e)by

(f) in

(g)within

4

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

5

Financialmanagementskills:E;5

Customerserviceorientation:E;1,2,4,5,6

Leadingateam:E;4,6,

Achievement:E;1,2,3,4,5

Analyticalthinking:D;1,2,4

Flexibility:D;1,2,4

Self-awareness:E;1,2,4,6

DegreeorequivalentinGraphicdesign:E;1,2,4

KnowledgeofEnglish,Frenchandonenon-Europeanlanguage:D;1,6

2years’previousexperienceinadesigndepartment:E;1,2,4

6

1 True

2 False:thepresenttenseandinfinitiveareusuallyused

3 True

4 False:unlessneeded,omitarticles

5 True

6 True

7

Duty:1(60%)Toarrange,bookandconfirmclients’transport(flights,

transfers)bothonthephone,overtheInternetandinperson.

Standard:Allflightrequestsaredealtwithwithin24hrs(Internet),or

immediately(phone,inperson).Clientsareprovidedwithalldetailsin

writing,andtickets/voucherswhereappropriate.

Duty:2Managesallfinancialtransactions.Analysisoffinancialdata,

ensuringefficientuseofresources.Performingprojectionsrelatingto

businesstraveltrends.

Standard:Fullyinformingtheaccountsdepartmenttokeepthemuptodate.

Correctlysubmittingtheaccountsandreconcilingthemonamonthlybasis.

Duty3:Trainingandsupervisingpart-timestaff.Hiring,delegatingand

determiningworkloads.Evaluationofstaffperformance.

Standard:Parttimestaffgivepositivefeedbackandcontinuetoworkfor

HHInc.insubsequentpeakperiods.Feedbacktheyreceivefromclientsis

80%positive.

Answer key

1.6 Case study

The glass ceiling

1

Students’ownanswers

2

1 strengths:avaluableanddependablememberofherteam,efficiency,

outgoing,strongcommunicationskills,keentotaketheinitiative,

ambitious

weaknesses:tendencytooverreachherauthorityandtofavour

unconventionalmethods,lackofmaturity

2 shelacksaformalmarketingandmanagementbackground

3 sheisawareofthedifficultiesofreconcilingthecareofherfour-year-old

daughterwithaninevitablyheavytravelschedule,shedoesnotappear

torealizethatthatSEVShasneveremployedawomanasaMarketing

Manager

4

Gemmaknows

Gemmadoesn’tknow

others

know

• valuableanddependable

teammember

• efficient,outgoing,strong

communicationskills,keen

totakeinitiative,ambitious

• tendencytooverreachher

authorityandtofavour

unconventionalmethods

• lacksaformalmarketingand

managementbackground

• disappointedaboutnot

gettingthejob

• lackofmaturity

• SEVShasneveremployed

awomanasaMarketing

Manager

others

don’t

know

3

Gemmaknows

Gemmadoesn’tknow

others

know

• valuableanddependable

teammember

• efficient,outgoing,strong

communicationskills,

keentotaketheinitiative,

ambitious

• tendencytooverreachher

authorityandtofavour

unconventionalmethods

• lacksaformalmarketingand

managementbackground

• disappointedaboutnot

gettingthejob

• lackofmaturity

• SEVShasneveremployed

awomanasaMarketing

Manager

• ifshewasaman,they’dbe

begginghertotakethejob

• thebosswillneveragree

• doinganMBAwon’tmake

anydifferenceatSEVS

• shetendstorushintothings

• she’snotalwaysverypatient

• veryintuitivebutnotalways

verylogical

others

don’t

know

• isshereallyready?

• hasshegotwhatittakesto

fightthesystem?

• doesshereallywanther

careerbadlyenough?

4

Gemmaknows

Gemmadoesn’tknow

others

know

• valuableanddependable

teammember

• efficient,outgoing,strong

communicationskills,

keentotaketheinitiative,

ambitious

• tendencytooverreachher

authorityandtofavour

unconventionalmethods

• lacksaformalmarketingand

managementbackground

• disappointedaboutnot

gettingthejob

• lackofmaturity

• SEVShasneveremployed

awomanasaMarketing

Manager

• ifshewasaman,they’dbe

begginghertotakethejob

• Tthebosswillneveragree

• doinganMBAwon’tmake

anydifferenceatSEVS

• shetendstorushintothings

• she’snotalwaysverypatient

• veryintuitivebutnotalways

verylogical

others

don’t

know

• havingdoubtsaboutwhether

she’sgoodenoughtodothe

MBA

• notasambitiousasothers

think

• tenseandirritableatthe

moment

• notthemostorganized

personintheworld

• hasbeenheadhuntedforjob

inSweden

• missesherparents

• isshereallyready?

• hasshegotwhatittakesto

fightthesystem?

• doesshereallywanther

careerbadlyenough?

5

Option

Pros

Cons

1 stayinpresentjob

andkeeptryingto

getpromotion

herworkisappreciated;

shecouldtaketimeto

gainmaturity

littleornochanceof

promotion

2 dotheMBA

anMBAwouldenhance

herprospects

Stilllittlechanceof

promotionatSEVS.

Hardwork,andshe

mightfailandlook

stupid.

3 movetoSweden

goodjobandbetter

prospects

husbandwouldbe

unhappy

4 workpart-time

husbandwouldbe

happy.

Shewouldhaveto

leaveSEVSandgive

uphopesofgettinginto

management.

6

1

Gemmaisverydisappointedaboutnotgettingthejob.She’snotalways

verypatient,andistenseandirritableatthemoment.Shehasbeenhead

huntedforajobinSweden.

2

Gemmaknows

Gemmadoesn’tknow

others

know

• valuableanddependable

teammember

• efficient,outgoing,strong

communicationskills,

keentotaketheinitiative,

ambitious

• tendencytooverreachher

authorityandtofavour

unconventionalmethods

• lacksaformalmarketingand

managementbackground

• disappointedaboutnot

gettingthejob

• lackofmaturity

• SEVShasneveremployed

awomanasaMarketing

Manager

• ifshewasaman,they’dbe

begginghertotakethejob

• thebosswillneveragree

• doinganMBAwon’tmake

anydifferenceatSEVS

• shetendstorushintothings

• she’snotalwaysverypatient

• veryintuitivebutnotalways

verylogical

others

don’t

know

• havingdoubtsaboutwhether

she’sgoodenoughtodothe

MBA

• notasambitiousasothers

think

• tenseandirritableatthe

moment

• notthemostorganized

personintheworld

• hasbeenheadhuntedforjob

inSweden

• shehasalwayswantedareal

career

• she’sthinkingabout

acceptingthejobinSweden

• missesherparents

• isshereallyready?

• hasshegotwhatittakesto

fightthesystem?

• doesshereallywanther

careerbadlyenough?

Answer key

3

Option

Pros

Cons

Stopworkandhavea

baby,moveoutintothe

country

Husbandwouldbe

happy.

Giveupanyideasofa

‘real’career

7

Students’ownanswers

2 Corporate image

2.1 About business

Corporate image

1

Companyfoundedin:DesPlaines,asuburbofChicagointhestateIllinois,

USA

Logo:Yellow,Msign

Products/menu:asatakeaway,fast-foodrestaurant,itsmainproductsare

differenttypesofburgersandFrenchfries

Coremarket:fastfoodconsumers–childrenandyoungpeople,low-income

groupsduetorelativecheapnessofthefood

Companyfoundedby:RayCrocandDickandMacMcDonaldin1955

Mascot:RonaldMcDonald,aclownfigure

Appearanceofrestaurants:plasticseats,striplighting,brightcolours

Imageofthecompany:thequintessentialfast-foodrestaurant–McDonald’s

presentsitselfasofferinggoodvalueformoney,producingconveniencefood

andbeingchildfriendly

2

1 Seeanswersabove.

2 (Suggestedanswer:)McDonald’scametorepresentobesity,dead-end

jobsandhealthscaresrelatedtomeatconsumption.

3 a) Theyhavebeenre-styled.Thenewlookisdescribedas‘sleek’,‘green’

andas‘colourfulretromodernism’.

b) Themenuishealthier.McDonald’snowoffersarangeofsaladsand

freshfruits.Theproductsarelabelledasorganicandfree-range,and

aresourcedethically,e.g.thecoffeeiscertifiedbytheRainforest

Alliance.

c) McDonald’sclearlywantstogivethemessagethatenvironmental

concernsandhealthyeatingarenowcorecorporatevalues.

3

1 theyellowMsignthatistheMcDonald’slogo

2 alow-paid,low-statusjobwithnocareerpotential

3 BovineSpongiformEncephalopathy(BSE)isadiseasewhichaffects

cattlebutwhichcanalsocausediseaseinhumanswhoeatinfectedmeat.

WhenitwasdiscoveredthatthecausesofBSEarerelatedtocommonly

practisedintensivefarmingmethodsofraisingcattle,thiscausedmany

peopletobecomereluctanttoeatmeat

4 anembarrassingmistakewhichwouldhaveanegativeeffectonthe

company’simage

5 McDonald’snewapproachtothedesignoftherestaurants,which

appearstobeoneofsimplificationandminimalismindesign,i.e.,clean

lines,mutedcoloursandmoreopenspace.

6 adeceptive,dishonestschemeacompanyusesformakingmoney

7 inabold,defiantoraggressivemanner

8 similartoStarbucks,thecoffeehousechain,whichpridesitselfonthe

qualityofitscoffeeandhasasophisticated,urbanimage

4

1 afurnituredesigner

2 HemelHempstead,atowninthesouth-eastoftheUK

3 thePrinceofWaleswhohasspokenpubliclyaboutthedangerstohealth

offastfood

4 WatfordFootballClub

5 chiefexecutiveofMcDonald’sUKsinceApril2006

6 awell-knownchefintheUKwhoappearsontelevisionandhas

campaignedtoraiseawarenessofhealthyeatingandanimalwelfarein

thefoodindustry

5

Thewriter’sstancecouldbedescribedassceptical.Hischoiceofvocabulary

todescribethetraditionalMcDonald’ssuggestsdistastefortheoriginalstyle

ofthechain–‘thegarishredsigns,thestriplighting,thetackyplasticseats

andsinisterclowningRonald’.

HisuseofquotationmarkswhendescribingcertainaspectsofMcDonald’s

activityplacesanironicdistancebetweenhimselfandhisownviews

andwhatheisreporting,e.g.‘whatMcDonald’scallsthe“lessismore”

treatment’,

Hischoiceofextravagantandrhetoricallanguagetodescribecertain

eventsalsosuggestsscepticismandironicdistance,e.g.‘Underitsgolden

arches,andunderourveryeyes,McDonald’shasbeentransformingitself’,

‘emblematicofallthatwasrottenincapitalism’,‘disdainforthedead-end

McJob.’

Thefinalsentenceofthearticle,‘Itstillmakesyoufat,doesn’tit?’isplaced

insuchawaythatiteffectivelyunderminestheideathatthenew-generation

McDonald’sshouldbeassociatedwithhealthyeatingandconcernforthe

environment.

6

1 ItmaybedifficultforMcDonald’stomaintainitscommitmenttogreen

policiessinceenergy,waterandfoodpricesareallrising.Meatin

particularisgoingtobecomemoreandmoreexpensivetoproduce.It

couldbeparticularlychallengingforMcDonald’stokeepitspricesdown

andretainitsprofileasalow-budgetrestaurantchain.

2 Peoplearelessembarrassedanddefensiveabouteatingfastfood.People

areawareofthedangersofexcessiveconsumptionoffastfooddueto

theseissueshavinghadalotofexposureinthemedia.However,theydo

notseeMcDonald’sasbeingworsethananyotherfast-foodchainand

theyarepreparedtomaketheinformedchoicetoeatfastfoodwhen

theywantto.

2.2 Grammar

The future, tentative and speculative

language

1

1 C

2 P(inthenegativesense)

3 T/P

4 C/P

5 P

6 C/P(dependingonhowoneinterpretsexpect)

7 C/P(inthenegativesense)

8 P

9 P

10 P/T

11 C

12 P/T

2

Almostcertain:bepoisedto,beonthevergeof,beonthebrinkof,besetto,

beboundto,becertainto

Probable:willprobably,should

Tentative:may,could

3

and

4

Students’ownanswers

5

1 lookout

2 issettounveil/ispoisedtounveil/isabouttounveil/isontheverge

ofunveiling

3 iscertain/boundtoshakeup

4 may/might/couldrespond

5 arelikelyto/should/willprobablyfocuson

6 may/might/couldjustwork

7 should/could/mightclose

6

1 Thereislittledoubtthatintoday’smodernbusinessworldfartoomuch

emphasisisplacedoncorporateimage

2 Ican’tbelieveyouappeartobetrivializingsuchaseriousmatter!

3 Themarketingdepartmenttendtoblameusforpoorsales;they’rethe

oneswhoareresponsibleforourcorporateimage.

4 Givenourimage,itisgoingtoprovechallengingtobreakintothe

Americanmarket.

5 Itappearslikelythatourconsumersaregoingtodemandmore

informationaboutcarbonfootprint.

6 Theboardhaveexpressedconcern/areconcernedaboutyourabilities

toleadthedepartment.

7 Itmight/wouldbeagoodideatorewritethisreportonourCSR

projects.

Iwouldsuggestrewriting/yourewritethisreportonourCSRprojects.

7

Howtoresolveahealthscareinahospital

8

1 suggested

2 onthewhole

3 itwould/mightbeagoodidea

4 expressedconcern

5 mightprovechallenging

6 mightwant

2.3 Vocabulary

Corporate social responsibility

1

1 responsibility

2 hypocrisy

3 environment

4 brand

5 profits

2

and

3

Students’ownanswers

Answer key

4

1 Eco-efficiencywasaphrasecoinedbytheBusinessCouncilfor

SustainableDevelopmenttodescribetheneedforcompaniestodescribe

theneedforcompaniestoimprovetheirecologicalaswellaseconomic

performance.

2 Corporatephilanthropy–donatingtocharitiesisasimpleand

reputation-enhancingwayforacompanytoputanumericalvalueonits

CSR‘commitment’.

3 Cause-relatedmarketingisapartnershipbetweenacharityanda

companywherethecharity’slogoisusedinamarketingcampaignor

brandpromotion.

Thecharitygainsmoneyandprofileandthecompanybenefitsby

associatingitselfwithagoodcauseaswellasincreasingproductsales.

4 Sponsoringawards.Throughawardschemes,companiesposition

themselvesasexpertsonanissueandleadersofCSRsimplybymakinga

largedonation.

5 Codesofconduct.Corporatecodesofconductareexplicitstatementsof

acompany’svaluesandstandardsofcorporatebehaviour.

6 Communityinvestment.Manycompaniesdevelopcommunityprojects

inthevicinityoftheirsites,tooffsetnegativeimpactsorgivebacktothe

communityandlocalworkforce.Communityinvestmentcoversawhole

rangeofinitiativesincluding:runninghealthprogrammes,sponsoring

schools,playgroundsorcommunitycentres,employeevolunteering

schemesorsigningamemorandumofunderstandingwithcommunities

affectedbyacompany’simpacts.

5

1 anoilcompanyinstallingsolarpanelsontheroofsofitspetrolstations

andreducingthecarbonemissionsofitsoperationswhilstremaining

committedtoacontinualincreaseinoilandgasproduction

2 McDonald’snetworkofRonaldMcDonaldHousesto‘improvethe

healthandwellbeingofchildren’andBP’ssponsorshipoftheNational

PortraitAward.EasyandveryPR-friendly–corporategivingismore

easilydismissedasaPRexercisethanotherformsofCSR,companies

areshiftingtomakinglargerdonationstoasmallernumberofcharity

partnersandcombininggivingwithotheractivities.

3 Tesco’scomputersforschoolspromotion.Companieschoosecharities

whichwillattracttargetconsumers.

4 TheReebokHumanRightsAwards,Nestlé’sSocialCommitmentPrize

andtheAlcanPrizeforSustainability

5 Ernst&YoungorPricewaterhouseCoopersarementionedbut

asexternalverifiersofcorporatecodesofconductratherthanin

connectionwiththeirowncorporateconductcode.Codesvaryin

contentandqualityfromcompanytocompany,andcoversomeorall

ofthefollowingissues:thetreatmentofworkers,consumerreliability,

supplychainmanagement,communityimpact,environmentalimpact,

humanrightscommitments,healthandsafety,transparencyanddealings

withsuppliers,andotherissues.

6 GlaxoSmith-Klinesupportsawidevarietyofhealthandeducation

programmesinareaswhereitoperates,rangingfromtrainingmidwives

inVietnamtoAIDSawarenessoutreachforBrazilianteenagers.

6

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

7

Students’ownanswers

2.4 Management skills

Time management

1

Peoplearemoreaggressiveanddemandingatthebeginningoftheweek,

andmoreopentosuggestiontowardstheendoftheweek.Itistherefore

importanttochoosethebesttimeforstrategicallyimportanttasks.

Unreasonablebehaviourmayhaveacost.

2

askingforarise:Thursday/Friday

brainstorming:Wednesday

gettingimportantjobsdone:Tuesday/Wednesday

settinggoals:Monday

holdingmeetings:Tuesday

doingsport:Friday

findinganewjob:Tuesday

makingredundancies:Friday

3

–

5

Students’ownanswers

6

1 probablytheAs–urgentandimportanttaskswhichneedtobedone

now

2 probablytheCs–importantbutnoturgenttaskswhichsomeoneelse

candowell

3 probablytheBs–urgentbutnotveryimportanttasks,andperhapsthe

Ds–noturgentandnotimportanttaskswherenewteammemberscould

acquireexperiencewithoutrisk

4 probablytheDs-noturgentandnotimportanttasks;buttheymay

becomemoreimportantormoreurgentlater

5 delegationgivesmanagerstimetomanage,think,becreative,do

importantjobs,motivatesanddevelopsteammembers,givesflexibility,

cutscosts,allowsmanagerstoevaluateteammembers’performance

6 insecurity,lackoftrust,lackoftime,needforcontrol,ignorance,fearof

otherpeople’sreactions,enjoyingbeingbusyordoingsimpletasks

7

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

8

1 tolookinto

2 preparedtotakeon

3 letmeknow

4 givemeanupdate

5 let/know/handling

6 treatthisas

7 get/totakeover/How/sound

8 getbacktome/runpast

9 goahead/drawup

10 comfortablewith

9

and

10

Students’ownanswers

2.5 Writing

Press releases

1

TheSkinnyCowisgivingitsbrandanewlookwhilstSonyareusingthe

Chinesepianisttopromotetheirbrand.

2

Students’ownanswers

3

headline

subhead

lead–asummaryofthestory

back-upparagraph

informationaboutthecompany

contactinformation

4

Pointstonotearetheuseofcapitalsformaincontentwords(not

prepositions),nofull-stopsorcommas,littleornouseofarticles,useof

thepresentsimpleandto+infinitiveverbforms,andthedominantuseof

nouns.

5

1 SuperwaysCapturesFourTimesMoreOnlineOrdersthanClosest

Competitor

2MrFix-ittoFocusonGrowthandLong-termPlans

3 JenkinsandHealth-ExFormWorldwideCollaborationforNovel

Medication

4 ReykjavikonIce/ReykjaviktoOfferCoolTourism

5 RSNOHoldsMusicWorkshopsforElderlyandthosewithSpecial

Needs

6

1 hasannounced

2 willreduce

3 marks

4 represents

5 willenable/enables

6 is

7 tobegained

8 isexpected

7

and

8

Students’ownanswers

Answer key

2.6 Case study

Pixkel Inc.

1

Student’sownanswers

2

1 Acompanywhichisnotmanagingitsgrowth,withurgentproblemsof

leadership,profitability,delivery,cash-flowandpublicrelations.

2 Sheneedstogetresultsquickly;shecan’texpecthelpfromBill,anditis

difficulttomeetothermanagers.

3 Shewouldliketohavesomeonetohelpherbrainstormandevaluate

possiblesolutions.

3

1 there’snoteamspirit,theyneedtoworktogetherbetter

2 peoplekeepleavingthecompany

3 theworkingenvironmentisincompatiblewithahigh-techimage

4 recruitmentisdifficultbecauseworkingconditionsarepoor

5 thecompanyhasareputationforlatepaymentanddiscounting

6 themarketisreallytough,withmoreandmorecompetitionfromIndia

andChina

7 theyneedmoneytotakethebrandupmarket

8 financekeepscuttingbudgets

9 theproducthasnovisibilityfortheenduser

10 developmedium-andlong-termobjectives

4

1 BenRainey,Marketing.Pixkel’sreputationwithcustomersandsuppliers

isnotverygood,anditwillbeveryexpensivetostrengthenthebrand.

2 CarlaBuenaventura,HR.Thereisnoteamspirit,andpeopledonottake

responsibility.Gettingpeopletoworktogetherisalmostimpossible.

3 JerryWoo,Production.Pixkelhasanexcellentproduct,butsalesand

marketingareincompetentorlazy.

4 AlexO’Driscoll,Finance.Thereisnomissionstatementorbusinessplan,

sonobodyknowswhattheirlong-termobjectivesare.

5 VickyFry,Sales.Themarketisverydifficultwithalotofcompetition

–finalcustomersdonotknoworcarewhetherthecameratheybuyuses

aPixkelchipset.

5

–

9

Students’ownanswers

3 Supply chain

3.1 About business

Outsourcing

1

better:becauseManpowerisarespectableandreliableemployer,yourjob

willnotdependonyourrelationshipwiththeowner,youwillhavebetter

opportunitiesfortrainingandmoreinterestingwork,youaresuretobepaid

legallyandefficiently,youmayhavebetterinsurancecover

worse:becauseManpowermayexpectyoutoworkharderandmaybeless

flexible,yourrelationshipwithyouremployerisimpersonal,youmaybe

askedtoworkinotherplaces,youmayloseyourjobmoreeasily,yournet

paymaybelowerthanbefore.

2

1 Bysuggestingnomorethan50%oftheaudiencewillstillbeemployed

bythesamecompanyinfiveyears.Thisgrabstheaudience’sattention

andshocksthemintochangingtheirattitudestowardsoutsourcing.

2 Whentheoutsourcingserviceproviderhiresthepeoplewhousedtobe

employedbytheclienttodothesamework.

3 a)over650b)1,500c)1,100

4 Workloadincreases:outsourcingassumesgreaterefficiency.

5 Workingforseveraldifferentclientsmeansworkismoreinteresting,and

specialistfirmsprovideenhancedcareeropportunities.

6 Theknowledgedrain:whenemployeesrefuselift-outandleavethe

companyaltogether.Thiscanbeavoidedbygivingregularupdateson

theoutsourcingprocess,explainingthebenefitsfortheemployeeandfor

thecompany,andhavinganopen-doorpolicy.

3

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

4

isaboutto

TheMelanieGriffithphaseiscoming...

miracletechnologies

breakthroughapp

onlineservicejobs

financialanalysis,research,design,graphics,

cubiclefarm

inexpensive

theequivalentofyourlattebudget

knowledgeworkers

smart,educated,English-speakingpeople

neverbecameintelligent thesuperbrainthatneverarrivedinsilico

incrediblyfast

thespeedatwhichtheIndiantechindustryis

learningnewskillsisbreathtaking

relaxed

diminished/détente

monster

siliconinvasion

repetitivejobs

bookkeepers,secretaries,typesetters

theoverallresult

theneteffect

reassuring

Thereissomesolaceinhistory**

productstodata

atomstobits

addingupnumbers

datacrunching

printingdocuments

thetypingpool

handlingphonecalls

theswitchboard

5

and

6

Students’ownanswer

3.2 Grammar

Noun phrases

1

1 b 2 e 3 d 4 a 5 c 6 h 7 j 8 i 9 g 10 f

2

(1) 7j

(2) 1g

(3) 10f

(4) 2i

(5) 3d

(6) 4a

(7) 8e

(8) 9b

(9) 5h

(10) 6c

3

1 Acomplexsupplychainisaprocessthat/whichinvolvesdifferentmodes

oftransportacrosscontinentsandoceans.OrAprocessthatinvolves

differentmodesoftransportacrosscontinentsandoceansistermeda

complexsupplychain.

2 Adistributioncentreisaplacewhereproductsaresortedandredirected

beforebeingtransportedon.OrTheplacewhereproductsaresortedand

redirectedbeforebeingtransportedoniscalledadistributioncentre.

3 Smallholderproducersarefarmerswhooperateonfarmsoflessthan25

acres.Or

Farmerswhooperateonfarmsoflessthan25acresareknownas

smallholderproducers.

4 Thefairtradepolicyisasystemthat/whichrequiresminimumstandards

ofpersonalandenvironmentalwelfare.

4

1 Youwillloveourethicallysourcedcoffee,whichisofthehighestquality.

2 Oursmart,flexibleapproachensurestherightsolutionforyouevery

time.

3 Ourstrongandtrustedbrandisrecognizedworldwide.

4 Ourhugerangeofspecializedmedicalequipmentishardtobeat.

5 Fast-expandingandwiththousandsofflightsperday,Heathrowisa

globalairporthub.

6 Originallyamilitaryterm,logisticsoffersintegratedtransportsolutions

attherightprice.

5

Students’ownanswers

3.3 Vocabulary

Logisitics

1

1 c 2 a 3 c 4 c 5 c

2

1 c 2 a 3 g 4 b 5 d 6 e 7 i 8 f 9 h

3

a) byreturningthestocktothewarehouseordistributioncentre

b) byrepositioningthestockinadifferentgeographicallocationorina

differentretailorganisation

c) byreturningthestocktothemanufacturertobedestroyedorrecycled.

Answer key

4

1 rawmaterials

2 finishedgoods

3 warehouses

4 outlets

5 consumer

6 goods

7 supplychain

8 manufacturer

9 repositioned

10 retailorganization

11 salvage

12 recycled

5

Students’ownanswers

6

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

7

1 Scan-basedTrading

2 Returns

3 Stales

4 Cradle-to-Grave

5 Stockouts

6 Unsaleables

7 ThriftShops

8

Students’ownanswers

3.4 Management skills

Managing change

1

and

2

Students’ownanswers

3

GoranRadmanhelpsretailcompaniestomeetcustomerneedsanddemand

bysettingupanon-demandsupplychain,usingCPFR.

4

1 anon-demandsupplychain

2 customerneedsanddemand

3 waste,unnecessaryoverheadorlogistics

4 collaborativeplanning,forecastingandreplenishment

5 greaterthanthesumofitsparts

6 strengthenthedrivingforces,andweakentherestrainingforces

5

changes

drivingforces

restrainingforces

upgradingcomputer

software

increasingefficiency,

reducingerrors,

ensuringcontinued

support

fearofchoosingthe

wrongtechnology,

unwillingnessofstaffto

retrain

outsourcingbusiness

processeslikeHR

andIT

increasingproductivity,

morespecialistskills,

reducedexposureif

businessdecreases

fearofgivingaway

secrets,fearoflosing

control

adoptingJIT(Justin

time)

reducingwaste,

increasingproductivity

andROI

fearofcreating

bottlenecks,fearof

dependingonsuppliers

offshoringproduction

reducingcostofgoods,

moreflexiblelegislation

fearofstakeholder

dissatisfaction,fearof

qualityissues

6

Students’ownanswers

7

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

8

1 Whatweallneedtodoistostopburyingourheadsinthesandandstep

backsowecanseethebigpicture.

2 Whatyoushoulddoisencouragestafftotackleproblemsthemselves.

3 Thethingyouhavetodoistocatchthemdoingsomethingright.

4 WhatsomepeoplewilldoistodismissCPFRasjusttheflavourofthe

month

5 What’sreallyimportantisthattheybuyintomakingthisthingwork.

6 Thereasonweshouldrolloutthechangesinwavesistobuild

momentum.

7 It’stheirheartsandmindsthatweneedtoengage.

8 It’sgettingintothehabitofwinningthatcountsmost.

9

–

11

Students’ownanswers

3.5 Writing

Corporate guidelines

1

Students’ownanswers

2

1 ensure

2 processes

3 do

4 encourage

5 support

6 acquired

7 adhere

8 creating

3

1 e 2 d 3 b 4 c 5 a

4

1 onlyfreshfood,andonlywhenit’sinseason

2 banned,andminimalpacketfood

3 useglass,notplastic

4 wherepossible,butsuppliersmustbechecked

5 morenutritious;indemandbytourists,sourcelocallybutmaytakesome

time

6 someseafoodmaynotbecaughtduringcertaintimesoftheyear

5

1 nounphrase;useofpassive

2 nounphrase;useofpassive;avoidanceofpronouns

3 nounphrase;useofpassive;avoidanceofpronouns

6

and

7

Students’ownanswers

3.6 Case study

WEF Audio

1

Students’ownanswers

2

1 high-quality,traditional,reliable,perfectionistbutalsohigh-tech

–perhapsaninherentconflictinthesevalues?

2 recently–‘isnowapplying...’afteralmost50yearsofproducingasingle

product

3 inresponsetocustomerdemand,tocreategrowth,asinsuranceagainsta

decliningcoremarket,tospreadriskbymovingdownmarketawayfrom

alabour-intensive,upmarketproducts

3

1 Non-productivefunctionslikesalesandinnovationhaveimproved.

Operationsprocesseslikeefficiencyandinventoryhavedeteriorated,

witharesultingriseinsalariesandcostofsalesandaworryingdecrease

inprofitability.Customerandemployeeindicatorshavedeteriorated:

quality,deliverytimes,customersatisfaction,employeesatisfactionand

turnover.

2 Thecompanyhasfocusedondevelopingnewproductswhichhave

increasedtheworkloadandthecostofsales,producingwithlow

profitability.Customershavebeendisappointedbyfallingquality

standardsandslowerdeliverytimes.Despiteeffortstoretainemployees

withbettersalaries,staffturnoverhascontinuedtoincrease.Thechange

fromatraditionalhigh-marginproducttoanewmass-marketproduct

appearstohavebeenhandledpoorly.

3 Cuttingcosts,restoringprofitabilityandimprovingcustomerand

employeesatisfaction

4

a) introduceJustintime

b) outsourceproductionofthenewproductrange,focusonhigh-end

products

c) relocateproductionofnewproductsandherhusbandKarltoNorth

Africa

5

1 newproductsareboostingrevenue

2 productsarebecomingmoresophisticated=needtostockmore

components

3 increasedsalesmeanincreasedworkloads

4 productivity

5 (increased)inventory

6 muchmorecheaply

7 handle

8 too

9 damageourreputation

10 buildafactory

11 unions

12 relocateKarl

6

and

7

Students’ownanswers

Answer key

4 Managing conflict

4.1 About business

Management style

1

Students’ownanswers

2

1 Mostbossesthinktheydoaprettygoodjobofkeepingtheir

subordinateshappy.

Manybosseswhoarebrusquehavegenuinefeelingsfortheir

subordinates,sotheyaresurprisedwhentheylearnthatothersseethem

ascoldandinsensitive.

Fewmanagers,eventhosewithhard-drivingstyles,seethemselvesas

abrasive.

2 Notusually:‘Careeradviserssaythatunlessyoumodifyyourbehavior,it

isunlikelythattopmanagementwillcontinuetorewardyou.’

3 Fieldmarshalsarecontrolfreakswhotendtointimidateothers.

Streetfighters,likeMrBibeault,areextremelycompetitive,withevery

interactionproducingaclearwinnerandloser.Theytypicallyinsiston

havingthelastwordandalwaysthinktheyareright.

Rebelslikebeingtheexceptiontotherule.

DrJekyllsandMrHydeshavegoodinterpersonalskillsinonepartofan

organization,buthavetroublewitheveryoneelse.

3

1 Totrytomakesomethingseemlessunpleasantthanitis.

2 MrBibeault’sdirectnessandno-nonsensestylesuitedDavidCorcoranin

general,butthereweresometimesdifficulties.

3 Theyonlyseewhattheybelievetobetheessentials,totheexclusionof

anythingelse.

4 Someonewhowantstocontroleveryaspectofasituationandwillnot

allowotherpeopletoshareinmakingdecisions.

5 Beingconstantlyreadytofighttogetwhatyouwantproduceslevelsof

stresswhichcanoftencauseaheartattack.

6 Sometimesmanagerscanbelovedbytheirsubordinatesbuthavetrouble

withtheirbosses.

4

1 c 2 a 3 e 4 b 5 d

5

a (Blake&Mouton)

b (Bolton&Bolton)

c (McGregor)

d (Kilmann)

e (Hersey&Blanchard)

6

Students’ownanswers

4.2 Grammar

Conjuctions

1

1 Though

2 and

3 while

4 unless

5 provided

6 As

7 whereas,asif

8 but

9 so

10 incase

11 or

12 Supposing

2

1 sothat,inorderthat

2 since,because

3 once,assoonas

4 provided,aslongas

5 asthough,asif

6 whereas,while

7 assoonas,theminute

8 Whenever,When

9 because,since

10 Justas,Like

participating/

supporting

selling/

coaching

delegating/

observing

telling/

directing

accommodating

collaborating

compromising

avoiding

competing

concern for people

country club

team

impoverished

produce or perish

middle-of-the-road

concern for production

responsiveness

amiable

expressive

analytical

driver

y

x

Answer key

3

Section1

Twoemployees,LeeandJasmine,arechosentoworkonaspecialproject

andtheyaregiventheirbrief:twoweekstocomeupwithabusinessplanfor

theirnewtargetmarket.Althoughtheyarefromdifferentdepartmentsand

donotknoweachother,theyareexpectedtoquicklyworktogether.
Section2

Whenthebossisintheroomtheyseemtogetonwell,but/althoughin

privatetheyappearsuspiciousofeachother.While/Whereas/Although

Jasmineisanoutgoingperson,Leeseemstobearatherprivateperson.

Jasmine’skeyideaistofocusonapersuasive“heartsandminds”strategyto

organicallygrowsales,and/but/while/whereasLee’splaninvolvesan

“inyourface”TV-ledcampaignaimedatgrowingsalesfast,whichJasmine

argueswouldbeprohibitivelyexpensiveandtoounsubtle.
Section3

Halfwaythroughthefirstweek,communicationhasapparentlybroken

downas/because/sincethetwoemployeescannotfindanycommon

groundtomoveforward.Jasmineinsistsondiscussingtheirdifferences,

while/whereas/although/butLeeismoreconcernedwiththedeadline.

Hewantstoquicklygetonwiththetaskitself,sotheyagreetowork

independentlyonseparateplans.
Section4

Thingscometoaheadinthemiddleofthesecondweekwhen/asJasmine

arguesthatLeeisbeingtoosecretiveandnotsharinghisideas,butLee

respondsbyaccusingJasmineoftryingtocontrolhimallthetime.
Section5

Lee,meanwhile,arguesthatJasmine’splanswillnotworkbecausetobuild

brandrecognitionorganicallythroughlocalinitiativeswouldtaketoolong,

soherplansprobablywouldn’twork.EventuallyLeepersuadesJasmineto

gowithhisplan.
Section6

When/AsthedayofthedeadlinecomesLeerealizestheirplanisactually

quiteweak.Thetelevisionnetworkistoofragmentedandtheadvertisements

wouldnoteasilyreachthetargetconsumers,but/althoughitistoolateto

changeanything.
Section7

Themarketingdirectorarrivesandwhenshetakesonelookattheplanshe

realizesitisnowherenearready.Sheblamesbothparticipants
Section8

Assoonas/Once/When/Theminutethemarketingdirectorleavesthe

room,theparticipantslaunchintoaheatedargumentoverwhoistoblame.

Themarketingdirectorreturnstocollectherpapersandwitnessesthe

employeesshoutingateachother,soshegivesthemeachawrittenwarning.

4

and

5

Students’ownanswers

4.3 Vocabulary

Managing conflict

1

avoid

spark

defuse

resolve

escalate

2

abuyerisnotgoingtoputupwithasupplier’smistakes:5

amanagementtrainergotsomeone’sbackup:8

aninterngotoffonthewrongfootwithhissupervisor:6

anassistantisfedupwithherboss:3

anemployeewhogetsonhermanager’snerves:4

someoneflewoffthehandlewithacustomer:2

someoneisfedupwithanauditor:7

twocolleaguesdon’tgeton:1

3

1 Pavel

2 Ed

3 Dave

4 Jo

5 Nisha

6 Dave

7 Katrina

8 LinandNisha

9 MrJarlberg

10 Jo

4

1 Competinga,j

2 Collaboratinge,h

3 Compromisingd,f

4 Accommodatingc,i

5 Avoidingb,g

5

1 blow

2 cards

3 air

4 work

5 towel

6 away

7 stand

8 manoeuvre

9 through

10 inevitable

11 way

6

Students’ownanswers

7

profanity,swearinglikeatrooper,cursing,swear,profanelanguage,

swearing,badlanguage,profanity,four-letterwords,colourfullanguage,

expletives,stronglanguage,indecent,obscene,innocuous,vulgar,foul

language,foulestmouths

8

1 Swearing,trooper

2 cursing,profanity

3 colourful,innocuous

4 four-letter,expletives

5 vulgar,obscene

6 foul

9

Students’ownanswers

4.4 Management skills

Assertiveness

1

1 Therighttoholdyourownopinions,andtherighttoafairhearingfor

thoseopinions.

2 Therighttoneedandwantthingsthatmaydifferfromotherpeoples’

needsandwants,andtherighttorefusearequestwithoutfeelingguilty

orselfish.

3 Therighttoask(notdemand)thatothersrespondtoyourneedsand

wants,andtherighttohavefeelingsandtoexpressthemassertivelyif

youwantto.

4 Therighttobewrongsometimes,andtherighttohaveothersrespect

yourrights.

2

Students’ownanswers

3

1 a)answers=non-assertive/passiveb)answers=assertivec)answers=

aggressive

2 suggestedanswers:

non-assertive/passive–noeyecontact,nervousness,hunching,small

gestures,softvoice

assertive–directeyecontact,goodposture,confidentgestures,clear

voice

aggressive–intenseeyecontact,tenseposture,intimidatinggestures,

loudvoice

3 suggestedanswers:

Aggressionislikelytoleadtothreatening,verbalabuseandeven

violence.

Non-assertivenessislikelytoleadtowithdrawal,acceptingabuseand

evendepression.

4

1 Mikeisupsetandaggressivebecausehisholidaydateshavebeen

changed.

Lindausestechniques1,2and4.

2 Lindahasnotbeengiventheraiseshewaspromised:Jerryisnon-

assertiveandevasive.

Lindausestechniques3,5and6.

3 CarmenisupsetandaggressivebecauseLindahasswitchedtheTVoff.

Lindaresiststhetemptationtoansweraggressionwithaggression,and

usestechniques1,4and5.

4 MattinvitesLindatospendtheweekendonhisDad’sboat.Linda

doesn’twanttohurthisfeelings.

Lindausestechniques2and3.

5

1 backtoyoulateron?

2 thatyoufeelupset,

3 somethingoutthisafternoon?

4 toaskyouthis,

5 maybenotthebesttime,

6 seeitislikethis

7 yourownagenda,

8 anacceptablecompromise?

9 tothinkitover

10 theoffer,butnothanks.

0

Answer key

6

askingfortime:1,9

acknowledgingandbeingheard:2,5,7

offeringcompromise:3,8

expressingfeelings:4,6

sayingno:10

7

and

8

Students’ownanswers

4.5 Writing

Giving Bad News

1

–

3

Students’ownanswers

4

Thefirstemailconcernsinteriordesignorarchitecturalplanswhichhave

metwithabadreception.Itusesbulletpoints,whichindicatesanattemptto

besuccinct.

ThesecondsoundsominouslyliketheclosureofU.K.offices,withresulting

redundancies.Itattemptstogiveasmuchbackgroundtothedecisionas

possible.

Thethirdisthenewsthatpromotionisnotgoingtobeofferedtothe

unsuccessfulcandidate.Itcouchesthebadnewsinpositiveterms.

5

Students’ownanswers

6

Strategies

1

2

3

Usesofteners,e.g.I’m afraid / Unfortunately / Sadly,..,

✓

✓

Showempathy,e.g.I realize / I appreciate / I understand

that…

✓

Usethepassivetoavoidpersonalizationoftheissue

✓

Discussconsequences,e.g.This’ll mean …/ As a result /

consequence /

✓

Useinclusivepronouns(I, we, us,etc)todemonstrate

involvement,supportand/orteamattitude

✓

✓

Uselessdirectlanguage

✓

✓

✓

Givespecificfeedback

✓

Offersuggestions

✓

Focusonfutureaction

✓

Avoidloadedwordsandphrases,e.g. should have /

shouldn’t have / if you hadn’t, etc…

7

and

8

Students’ownanswers

4.6 Case study

Olvea Brasil

1

Students’ownanswers

2

1 Eliana’s‘concerns’arefouremployeeswhohavebeenidentifiedbytheir

managersaspotentialproblems.

2 Officiallyapeople-orientedstyle,butofteninrealityaresults-oriented

style.

3 Elianalikestohearbothsidesofthestorytoputtheissueinto

perspectiveandidentifypossibleconcernswiththemanager’s

performance.

3

1 Wilson(Noproblemsinfirstyear...Sincethenhehasconsistently

disregardedprocedures...)andLuigi(justrecentlyhe’sbecomecolder,

nothisnormalfriendlyself)

2 VitorandSusanhavenodirectcommunication(peopleinthe

departmentsay...IsabelCorreia,myboss,saidsheaskedtospeaktoher)

3 Natasha(disappointing)Antony(disappointed)

4 Wilson(refusestofollowinstructions)perhapsNatasha?(phonesme

severaltimesaday)perhapsLuigi?(hasbecomealmostsecretiveabout

hiswork)perhapsAntony?(sheismuchmorewillingthantherestof

mydepartment)perhapsCarla(Iexplaineditwasnothisjobtomake

changes;ifchangesareneededIwillmakethem.)perhapsIsabel?(when

IoffertolookatthelatesttestresultswithhimhekeepssuggestingI

havemoreimportantthingstodo.)

5 Wilson,andperhapsNatasha(Iamnotsurethatshepossessesthe

qualitiesweexpect...)

4

–

6

Students’ownanswers

5 Strategic marketing

5.1 About business

Strategic branding and partnering

1

Students’ownanswers

2

1b Almostalways,preferencecanonlybeachievedbydifferentiation.

2a Doingthingswell…Doingthingsbetter…notastrategy

3d Abrandistheconsumer’santicipationforauniqueanddefined

experienceorbenefit.

4c Competitivestrategyisalwaysasimultaneousanswertotwoquestions.

Firstly,whichconsumergrouphasthepotentialtobuyyourproduct?

Secondly,whatcouldyouofferthemthatwouldhelpyourealizethat

potential?

5f devisingandimplementingawaybywhichtodeliverabenefitto

consumers

6e Thesebrandstrategiesarealsothedifferentiation–thecompetitive

strategyitself!

3

1T Doingthingswellisaprerequisite,andcommendable,butnotalong-

termstrategy.

2F Nokiaofferedsomethingdifferentbyofferingproductswhichwere

fashionstatements,butthereisnoinsuranceintheworldofbusiness.

3T Preferencecanalmostalwaysonlybeachievedbydifferentiation.

4F Thisiscircumstantialdifferentiation,whichisnotlong-lasting.

5F Onlyadefinedconsumergroup–itisnotabouttryingtogetthewhole

worldtoloveyourproduct.

6F It’sjustnotaBMW.

7T Inthesensethatbothexperiencesofferexclusiveandattractive

anticipation,experienceandbenefits.

8F It’sessentiallyplace

9F Perhapsinthepast,incosmeticbranding,buttodayitisnotenough.

10T Devisingandimplementingawaybywhichtodeliverabenefitto

consumers.

4

1 Runningacompanybetterthanthecompetitionisnotsufficienttogain

along-termadvantage.

2 Ifyourbrandissufficientlyattractive,customerswillnotwanttobuy

anythingelse.

3 Strategicdifferentiationprovidesacompetitiveadvantagewhichisnot

dependantonparticularcircumstancesofplace,time,price,etc.

4 Yoursuccessengineisthesmallgroupofopinionleaderswhoother

consumerswillfollow.

5 Starbucks’premises,whichhavecreatedanew‘buffer’betweenhome

andwork,arecitedasanexampleofastrategicconceptwhichallows

thefirmtobothcreateandsatisfyaconsumerneed.

5

Students’ownanswers

6

1 Becauseunlikemergersandacquisitions,partneringdoesnotinvolve

sharingequity.

2 Apple’scoremarketiscreativity,andNike’sissport.Theybothprovide

lifestylemanagementsolutions.

3 TheydecidedtopromoterunningshoesandiPodstogether.Customers

benefitedfromreal-timeperformancedatawhiletheywererunning.

4 Theysetupwebsitestostore,processandshareperformancedata

collectedanywhereintheworld,andtoofferpersonalizedmusicto

accompanyworkouts.

5 Businesseswhichpromiselifestylebenefits;fieldsliketravel,

entertainment,healthcareandfinance.

6 Businessesmustbeabletodevelopsynergywithanexternalpartner’s

brands,todeliveraddedlifestylebenefitstotheircustomers,andideally,

toenhancecustomerexperienceviatheInternet.

7

Students’ownanswers

5.2 Grammar

Prepositions

1

1 forh)

2 byf)

3 aboutg)

4 ofd)

5 onb)

6 againsta)

7 withe)

8 intoc)

Answer key

2

1 whereyouplantogo.

2 outoftheblue.

3 toescape./whenthereisanemergency.

4 whattheirmainpurposeis.

5 thelastfewweeks/months/years.

6 whereournewmarketsare.

7 gettingtheactualjobdone/exactlywhatweneedtodo(togetthejob

done)

3

1 entirely

2 almost

3 rather

4 straight

5 particularly

6 atleast

7 right

8 only

4

1 NorthAmerica–California,WashingtonStateandArizona

2 Tobrief(andmotivate)histeamabouttheNorthAmericanoperation.

3 Onlypartially.Thereseemtobecertainproblemswhichhisaudienceare

awareof.

5

1 Onbalance

2 Inotherwords

3 asitwere,atastroke

4 Bytheway

5 byandlarge,ontheonehand,ontheother

6 atlarge,asarule

7 inparticular

8 Ineffect,ofcourse

9 atallcosts

10 Bythesametoken,aswell.

6

1 onbalance=allthingsconsidered,essentially

2 inotherwords=toputthisanotherway,or

3 asitwere=sortof,asyoumightsay,sotospeak;atastroke=allat

once,allinonego

4 bytheway=incidentally/anyway(informal)

5 byandlarge=mainly/inthemain;ontheonehand/ontheother=

firstly,inonesituation/conversely,alternatively,incontrast

6 atlarge=allaroundtheplace,generally,everywhere;asarule=

7 inparticular=particularly,especially

8 ineffect=effectively;ofcourse=naturally,certainly

9 atallcosts=definitely/whateverwedo

10 bythesametoken=forthesamereason,inthesameway,similarly,

likewise;aswell=also,additionally,inaddition

7

Students’ownanswers

5.3 Vocabulary

Marketing

1

Students’ownanswers

2

1 brandnew

2 todeviseabrand

3 aflamingbrand

4 todetectabrand

3

1 Anextremelymarketing-savvygroupthatunderstandshownumerous

companiesactivelycovettheirbusiness,theygreetnewbrandswith

intensescepticism.

BrandshaveatremendouseffectonGenY-ersbecausetheywantto

shareinandexploitbrands’emotionalappeal.Theyusethebrandsthey

supportasimportantformsofself-expressionthatcommunicatetopeers

exactlyhowtheydefinethemselvesaswellashowtheywantothersto

viewthem.

2 ItisimperativeforGen-Ybusinessestofocusonbrandstrategyand

toconnectonanemotionallevel,tocreatebrandendorsers,who

recommendbrandstofriendsandcreatethenecessarybuzzthatdrives

salesandincreasesmarketshareTheyneedtodefinepreciselywhatGen

Y-erscareaboutandwhatbenefitswillmotivatethemtobuythebrand,

byusingthestepssuggested.

4

actionbybrandmanagers:brandstrategy,brand-buildingstrategy,tobuild

abrand,fine-tuneabrand,tailorthebrand,positionthebrand,brand

position,marketabrand

consumersortheirreactions:scrutinizeabrand,influencedbybrands,

supportandrecommendbrands,brandendorsers,brandownershipgreet

newbrands,brandendorsers,recommendbrands,

brandsthemselves:youth-orientedbrands,topbrands,emotionallydriven

brands,strongbrand,emotionallypotentbrand,successfulbrand

5

Students’ownanswers

6

1 a 2 c 3 a 4 c 5 b 6 c 7 a 8 b

7

Students’ownanswers

8

Douseimageguidelinesandtemplatestoensureaconsistentcompany

imageinallcommunication.4

Don’twasteyourbudgetbyairingmessagesonradioorTVforanunder-

performingproduct.1

Doseparatelong-termschemesfromshort-termmeasures;developand

implementawellthought-outmarketingplan.6

Don’tomittoinform,remind,andinspirecustomers,andgivethemreasons

andincentivestocometoyourbusiness.5

DomaximizeROIbyhighlightingasinglemajorconsumerbenefitinyour

promotionaltext.2

Doremembertocontinuetosatisfyanddelightyourcurrentclientele;

cross-sellingorup-sellingtoyourloyalcustomersismuchlesscostlythan

attractingnewbusiness.8

Dobesuretoleadwithyourstrengths:don’tmakepeoplewaitforthepay-

off.3

Don’timaginethatonlinebusinessisyoursforthetaking:youalsoneedto

investintraditionalmediatodevelopasuccessfulwebstore.7

9

1 throwing,jumping

2 running,getting

3 redesigning

4 providing

5 up-front,copy

6 captive,converting

10

Students’ownanswers

5.4 Management skills

Active listening

1

Students’ownanswers

2

1 open

2 supplementary

3 closed

4 multiple

5 leading

6 Trick

3

1 supplementary

2 trick

3 open

4 leading

5 closed

6 multiple

4

and

5

Students’ownanswers

6

1 Hisflatistoonoisyandtoosmall,parkingisdifficult.

2 Heisfondofthestreetwherehelives,andheseemsnervousabout

borrowingmoney.

3 SheusesappropriateresponsestowhatMr.Garciasays:sheparaphrases,

reflects,empathizes,clarifies,echoes,encourages,summarizesand

focuses.

7

1 understandcorrectly,basically

2 Myguessis

3 tooclear,haveinmind

4 Toosoon?

5 Uh-huh?

6 we’veestablished

7 whatIwouldsuggest

Answer key

8

1=7

2=2

3=6

4=3

5=1

9

and

10

Students’ownanswers

5.5 Writing

Advertising copy

1

Students’ownanswers

2

Corsa–dynamicchassis,choiceofenginesandnewMP3connector.

BeetleCabriolet-athoroughlymoderninterpretationofourclassicdesign.

3

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

8 l 9 k 10 h 11 g 12 j

4

Student’sownanswers

5

1 We’llsendoffthepackagetoyouinlessthan48hours.

2 We’llrevealthestrategiesthatwillhelpyougenerateaUSD2mprofit.

3 Pressacentralswitch,andallthewindowsopenatthesametime.

4 Justclickonthelinkbelowformoreinformation!

5 Payjust£24.99amonthforcompleteaccesstoallouronlineservices.

6 Thedoorchimefunctionletsyouknowifanyonehascomeinorgone

out.

6

Students’ownanswers

5.6 Case study

Presnya Taxi

1

and

2

Students’ownanswers

3

1 Volodyaisworriedbecausetheaccountsarenottoogoodandturnover

isfallingsteadily.

2 Competitionfromfreelancers,minivans,otherformsoftransportand

trafficjams.

3 Toconsiderherideasforrethinkingthecompany’smarketingstrategy.

4

and

5

Students’ownanswers

6

Strategy

options

makecurrent,We do betterstrategymorevisible–how?

goupmarket,e.g.limos,business-onlyorladies-onlycars?

godownmarket:cutcosts,salaries,serviceandprices,

developadvertisingrevenue

thinklaterally,e.g.taximotorbikes,equippedwith

comfortablepassengerseat,protectiveclothingandhelmet,

radiotelephone,etc.–radicalsolutiontotraffic,comfortand

imageproblems?

Branding

decisions

changename,logo,etc.tosomethingmoreinlinewithtarget

customerprofile?

makeclearer,moretargetedpromisetocustomers–what?

developnewimageandcompanyvalues

tomatchnew

strategy–what?

Partnering

decisions

canwefindapartnerbusinesstoshareresourcesandcosts?

e.g.hotel/restaurantchain,airline,railway,B2B,football

club,other?

canweusetheInternettoenhancecustomerservice/

experience,perhapswithpartners?

Promotion

options

advertising–where,when,what?

organizeevents–what?

shouldwehaveawebsite?

couldweusedirectmail?

whataboutsponsoringabasketballteam?

7

and

8

Students’ownanswers

6 Risk Management

6.1 About business

Crisis management

1

1 c 2 c 3 b 4 b

2

DezenhallrejectsthedogmaoftraditionalPRrules;hefeelsthatattackis

thebestformofdefence.

3

1 IntheWhiteHouseunderRonaldReagan.Hisapproachtocrisis

managementispoliticalratherthancommercial.

2 Alwaysapologize,alwaysshowconcern,alwaysinstantlyrecallyour

product.

3 Peoplethinkthatasincereapologywillbeacceptedandthewrongdoing

willbeforgiven,butDezenhallfeelsthatapologiesareusuallyineffective.

4 Herecommendsfightingtheaccusations,becausehebelieveswhoever

attacks,wins;whoeverdefends,loses.

5 Hegaveitasanexampleofhowbydefendinghimselfagainstafalse

accusation,Stevewouldstillbegeneratingnegativepublicity.

6 Avillain,avictimandavindicator.Inacrisis,ifyoucanfinda

vindicatorandbeseenasavictimratherthanaperpetrator,youare

forgivenfarmoreeasily.

4

1 Traditionalruleshandeddownfromgenerationtogenerationwithout

questioning–Mother Gooseisatraditionalbookofstoriesthatevery

childlearnsathis/hermother’sknee.

2 Hewas‘burnt’,hehadnochanceofrecoveringfromthemistake.

3 AlSharptonandJesseJacksonareblackreligiousleadersandhuman

rightsactivists.

4 Tostonewallmeanstorefusetogiveinformation,i.e.toobstructprogress

likeastonewall.

5 Toputlipstickonapigmeanstotrytomakesomethingunpleasantlook

moreattractivebyartificialmeans.

5

1 Thecellphonemanufacturer’sstockdroppedby20%,Mercklost

roughly$750millioninthefourthquarterof2005aloneandwas

expectedtohavetopaybetween$4billionand$18billionindamages,

Perrierlostitspositionasmarketleader,andAudihadveryfewsales

intheUSmarketfortenyears.Dezenhallreferstothemasexamplesof

howcrisismanagementcanbecrucialtoacompany’ssurvival(andby

implication,howeasilyhisPRcompany’sfeesarejustified!).

2 strong leaders – survivorsareabletotakedifficultdecisions

feel-good gurus – survivorsdonotblindlyfollowconventionalwisdom

onreputationmanagement

climate shifts – survivorsareflexibleenoughtoadaptwhennecessary

guarantees–survivorsknowtherearenoguarantees,evenwhenmajor

investmentsaremade

pain thresholds – survivorsacceptshort-termlossesinreturnforlong-

termgains

baby steps –survivorsdonottrytosolveeverythingatthesametime

self-knowledge–survivorsarerealisticandobjective

the little guy–survivorsbelievethattheordinarycitizendoesnot

automaticallyhavemorerightsthanthecorporation

luck –survivorssometimesgetluckybreaks

3 Inthepast,crisismanagementwasjudgedbyfinancialandethical

standards;nowacompany’shandlingofacrisisisjudgedbyitsstock

price,itsadvertisingcampaigns,itssuccessorfailureincourtandits

imageonTV.

4 Thepoliticalmodelofcrisismanagementassumesthatacrisisis

motivatedbyanopponentandmustberesolvedbyfighting,ratherthan

beingtheresultofaccidentormisfortuneandresolvablethroughgood

communications.

5 Dezenhallseemstoberathercynicalaboutthemedia:hereferstothe

hostile scrutinyusedtofill the media vacuumontwenty-four-hour-

a-day cable news,andsuggeststhatradioandTVencourageexpertsto

criticizecrisismanagementonthegroundsthatsuccessfullyresolving

crisesdoesn’t make for very good TV.

6

Students’ownanswers

6.2 Grammar

Perspective and stance

1

explicit:financial,business,global,banking,human,managerial

implicit:(suggestedanswers)economic, ethical

2

1 insimpleterms

2 Ifyouputthisinsimplehumanterms

3 Fromahumanpointofview

4 Financiallyspeaking

5 inglobalterms

6 Fromthepointofviewofthebankingindustry

Answer key

3

TextA:confident,pessimistic,initiallymoreobjective,latermoresubjective

/critical/subjective

TextB:fairlyconfident,quitecritical,subjective

TextC:quietlyconfident(despitetentativelanguage),partlyoptimistic,

partlypessimistic,objective/sceptical

TextD:objective,apologetic,confident

4

Students’ownanswers

5

1 Withoutdoubtyourriskmanagementplanisabsolutelyfullofholes.

2 Onbalancethestrategyhasbeenreasonablysuccessful.

3 Itlooksincreasinglylikelythatpricesmayrise.

4 Imustsaythatyoureallyshouldhavepaidmoreattentiontotherisks

involved.

5 Therearestrongreasonstobelievethattheproductisfirmlytakinghold.

6 Thereislittlelikelihoodofthesamethinghappeningtwice.

7 Wemayhavemademistakes,butwehavelearnedsomeusefullessons.

8 Insomecasessaleshavemaintainedasatisfactorylevel.

6.3 Vocabulary

Risk management and digital risk

1

Students’ownanswers

2

1 Students’ownanswers

2 hazard,financial,operationalandstrategic

3 makesrisksmoreprominentandrealtomanagers;expandsacompany’s

definitionofrisk;improvesperceptionof‘good’riskthatcanhelpa

companygrow,and‘bad’riskthatwillonlyleadtoloss

3

hazard:fire,theft,flood,propertydamage,smashingacompanycar

strategic:competitivepressures,customershortfall,misalignedproducts

operational:supplychainproblems,costoverruns

financial:interestrateandforeignexchangefluctuations

4

1 face

2 dealwith

3 examine

4 manage

5 mitigate

6 identify

7 quantify

8 prioritize

5

1 a 2 c 3 b 4 a 5 c 6 b

7 a 8 c 9 b 10 a 11 c 12 b

6

1 dealing

2 detrimental/material

3 account

4 reduce/mitigate

5 steps

6 performance/viability

7 cited

8 continuity

9 managing

10 bases

11 impact

12 face

7

Students’ownanswers

8

1 passingoff–theunauthorizedcommercialuseofacompany’sbrand,

name,logo,etc.

cybersquatting–registeringadomainnamefeaturinganothercompany’s

brandname

hacking-malicioussecurityincidentsorbreaches

protestissues–manipulatingInternetuserstoprotest,boycottorattack

acompanyproductorsite

2 byusingsoftwareandspecialistanalysistolocate,reportandacton

abuse

9

1 abuse

2 perpetrators

3 reversal

4 monitor

5 issue

6 desist

7 litigate

8 pursue

10

1trading2scan3malicious

11

Students’ownanswers

6.4 Management skills

Communicating in a crisis

1

Students’ownanswers

2

1 Do 2 don’t 3 Do 4 Do 5 don’t 6 don’t 7 Do 8 Do
Tip1appliestoresponse1

Tips3,4,6,7and8couldapplytoresponse3

Tip5appliestoresponse6

3

a) theneedtokeeppayingforriskmanagementTip:8

b) makingsurecompetitorsdonotwinTip:3

c) oldmachinerythreatensproductivity.Tip:7

d) industrialaction/strikeTip:2/6

e) naturaldisaster(hurricane)Tip:1X

f) allegedlyharmfuleffectsofdrugTip:5

g) suspectedcorruptionorinsidertradingTip:4

h) poorsales.Tip:6X

4

1 islike

2 legitimate,issue

3 tothepoint

4 focus,positives

5 important,remember

6 forget,asyet

7 brieflysumup

8 quietlyconfident

5

Students’ownanswers

6

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

7

–

9

Students’ownanswers

6.5 Writing

Press statements

1

a) pressrelease

b) pressstatement

2

a) Releaseofstatisticsonfootballdisorderincidents

b) Lindanebeingfoundinchocolate

3

1 Tremendousprogress

2 preventing(violent)disorder

3 posingarisk

4 wholeheartedlyagree

5 secureenvironment

6 targeting(anti-social)behaviours

7 openlyadmit

8 utterlyconvinced

9 minutetraces

10 fullyinformed

4

address,city,thecontext,backgroundinfoonthesituation,quotations,date

5

1 a 2 a 3 b 4 b 5 a

6

1 c 2 c 3 c 4 a 5 b 6 c 7 c

7

Students’ownanswers

6.6 Case study

Périgord Gourmet

1

Students’ownanswers

2

1 N 2 F 3 T 4 N 5 N 6 N

3

Students’ownanswers

Answer key

4

1 WashingtonPoliceDepartment

2 TwoFrenchcitizenshavebeentakentohospitalwithsuspectedfood

poisoning

3 Areyouawareofanyothersimilarcases?Howdifficultwoulditbefor

someonetogetaccesstoyourproduct?

4 Strychninepoisoning

5

Students’ownanswers

6

1 ThetwopeopleinWashingtonaremakingagoodrecovery–the

strychninedosewastoolowtobefatal.

2 TherearethreemorecasesinHongKong.Theanimalrightspeoplehave

hackedintothewebsiteandleftamessageaboutthepoisonings–but

theyclaimtheydidn’tdoit.

3 Callapressconferenceforthenextafternoon;makeashortstatement,

andthentakequestions.

7

and

8

Students’ownanswers

7 Investment

7.1 About business

Investing responsibly

1

Students’ownanswers

2

1 True

2 False.Changeliketounlike.

3 False.Examplerewrite:Thephilosophywasformulatedbyfunddonor

CharlieMichaelsandHaasprofessorKellieMcElhaney.

4 True

5 False.Examplerewrite:Themainaimisforstudentstolearnhowto

fundandworkwiththedevelopmentofsmallenterprises.

3

b

4

Students’ownanswers

5

Extractsexpressinganevaluation/opinion:

It is definitely a new concept for business-school students to be doing this

This is obviously a real-life example of putting your money where your

mouth is

Wordsindicatingevaluation:definitely, obviously

Furtherexamplesofopinionandevaluation:

‘it’s not huge money, but even giving a loan of $25,000 to such a small

institution can make a big difference.’

Raymond Fisman, a faculty adviser to the group, applauds the approach.

Note:thisisreportedevaluation.

‘Business students have become more socially oriented, and they realize

that it is not just about making money,’

‘It’s about having an impact in a positive way in the rest of the world.’

6

socialreturns,sociallyresponsiblebusinesspractices,sociallyresponsible

investing,socialandenvironmentalissues,theHaasSociallyResponsible

InvestmentFund,mostsociallyresponsibleinvestmentfunds,socially

responsibleactivities,sociallyresponsibleinvestmenttechniques,their

social,environmental,andfinancialperformance,socialinvesting,social

entrepreneurship,sociallyresponsibleinvestmentfundsatuniversities,

sociallyoriented

7

gainingsteam=achievingmomentum(likeasteamtrain)

aflurryofnewelectives=asuddenorshortrushofstudentsoptingtotake

anacademiccourse

studentsareclamouringtoapplytheirknowledgeinthisfield=studentsare

veryeager(demanding)toputtheirknowledgeintoaction

puttingyourmoneywhereyourmouthis=practisingwhatyoupreach;

doingwhatyousayyouwilldo

thebothlamentedthewaysociallyresponsiblefundsarerun=they

expressedsorroworregretaboutthewaysociallyresponsiblefundsare

managed

putourstakeintheground=toclaimorsecuresomethingasone’sown

(fromtheactivityofstakingoutaplotofland)

makeadentinglobalpoverty=reduceglobalpoverty

8

Students’ownanswers

7.2 Grammar

Inversion and emphasis

1

1 Should

2 were

3 Should

4 Had

5 Were

6 had

2

1 WhatI(do)wanttofocusontodayistheimportanceofevaluatingrisk.

2 Short-termismis(thereason)whymanyinvestorsfail.

3 Scarcelyhadshemadeherinvestmentwhentheglobalmarkets

crashed.

4 Hewassuchacharismaticpersonthatheinspiredabsoluteloyaltyin

histeam.

5 Mayyouhavethebestofluckwhenyou’reoutthere–you’llneedit!

6 Onlybyfocusingcloselyonriskwasheabletoavoidhugelosses.

7 Werethemarketsreallyto/toreallytakeoff,we’llbesettomakemajor

gains.

8 Notonlydidyoufailtomakeanygains,butyoualsolostnearlyallour

money.

9 WhyI(do)disagreewithyouisthatyouignorefundamentals.

10 Onnoaccountmustwegiveintotheirdemands.

3

1 Wordsarenotwhatweneed,it’saction.

Actionratherthanwordsiswhatweneed.

Whatweneedisactionratherthanwords.

2 ThereasonwhyI’mheretodayistodiscussmypromotionprospects.

WhatIwanttodiscussheretodayismypromotionprospects.

MypromotionprospectsarethereasonwhyI’mheretoday.

3 NomarketismoreimportantforrawcommoditiesthanChina.

WithoutdoubtthemostimportantmarketforrawcommoditiesisChina.

Chinaisundoubtedlythemostimportantmarketforrawcommodities.

4 Whatimpressesmemorethananyotherqualityisyourattentionto

detail.

Thequalitythatmostimpressesmeisyourattentiontodetail.

Iammoreimpressedbyyourattentiontodetailthananyotherquality.

5 AllIwantyoutodofirstisonlylisten.

TheonlythingIwantyoutodofirstofallislisten.

Justlisten–that’sall/whatIwantyoutodofirst.

6 Whatyoushouldneverdoisborrowtoinvestinequities.

Undernocircumstancesshouldyouborrowtoinvestinequities.

Onethingtoavoidatallcostsisborrowingtoinvestinequities.

4

1 absolutely

2 indeed

3 utter

4 such

5 whatsoever

6 Regrettably

7 do

8 rather

5

Students’ownanswers

6

WhatIparticularlywanttotalkabouttodayis...

Thereasonforwantingtofocusonthisismainlybecause...

Whatwe’vefoundovertheyearsisthat...

Werethebusinessschoolstofocuson...

Idowanttoemphasizeatthispointthat...

Shouldyouhaveaccesstoahugeamountofmoney...

Undernocircumstancesshouldyou...

Whatyouneedaboveall...is...

Nosoonerdoyou...than...

Whatyou’redoingis...

Notonlydoyouneedprogrammersandlawyers,butalso...

Onlythendoyouhave...

Whatinvestorswanttoseeis...

7

–

9

Students’ownanswers

Answer key

7.3 Vocabulary

Investment choices

1

Students’ownanswers

2

1 value

2 equities

3 companies

4 recession

5 recoupmylosses

6 portfolio

7 buy-to-let

8 risk-averse

9 diversify

10 exposed

11 entails

12 bricksandmortar

3

haveyourheadscrewedon:be sensible, practical and aware

putallyoureggsinonebasket:rely on just one thing for success

gopear-shaped:go wrong

theothersideofthecoin:the opposite angle or viewpoint

4

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

5

2,3,4,5,6,7and8.

6

–

9

Students’ownanswers

7.4 Management skills

Decision making

1

Students’ownanswers

2

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

3

A4B5

4

1 1Definethecriteria2Identifytheoptions3Weightthecriteria4Make

thedecision

2 ClaireprefersNice,BernardprefersLyon.

3 Yes.(It’s pretty black and whiteandIt seems an open and shut case.)

5

1 Whatconditionswouldweneedtosatisfytofindtheidealsolution?

2 Weneedtodrawadistinctionbetweenessentialrequirementsand

desirablecharacteristics.(or)Weneedtodrawadistinctionbetween

desirablecharacteristicsandessentialrequirements.

3 Canwequantifythatmorespecifically?

4 Let’sconsiderallouroptions;canwedrawupalist?

5 Doesthatcovereverything,orarethereotheravenuesweshould

explore?

6 Wherewouldyouputcostonascaleofonetofive?

7 Costisn’tnearlyascriticalasworkforce;I’donlygiveitathree.

8 ItwouldseemthatwecanruleoutNice.

9 DowegoforLille?

10 Lilleitisthen.

6

1 running

2 break

3 reason

4 equation

5 end

6 numbers

7 white

8 case
Pairswithsimilarmeanings:

1and4,2and5,3and6,7and8

7

and

8

Students’ownanswers

7.5 Writing

Financial reporting

1

1 a)combatb)healthc)waterd)sportse)weather

2 Students’ownanswers

3 Students’ownanswers

4 Possibleanswersinclude,Sport,
Water,tojumpship

Weathertosurvivetheturmoil

Combat,totriggersomething

Healthtobeingoodshape,tostuntgrowth,tohavemuscle,anearly

recovery

2

1 TextA:construction,TextB:tourism

2 TextA:boomingindustryintheMiddleEastandCarillionnegotiatesits

owncontracts,TextB:notgiven,buttherecentacquisitionofintrip20.nz

mayhaveaffectedit.

3 TextA:integrationofMcAlpine,TextB:demonstratingsolidprogress

3

news/context

performance

outlook

recommendation

4

1 take

2 generating

3 tuckingaway

4 reach

5 forecast

6 trading

5

6

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

7

a) 6 b) 3 c) 1 d) 5 e) 4 f) 2
1 intherightplace–positive/cautious

2 starttodealwithanunpleasantordifficultsituation–positive

3 usedinhorseracing:wherethewinnersgoaftertherace–positive

4 return–positive/cautious

5 staywhereyouare–positive/cautious

6 ifthingscangetworse–negative

8

Students’ownanswers

7.6 Case study

Lesage Automobile

1

Students’ownanswers

2

1 Becauseheaimedtoproducealow-costvehicletargetedatdeveloping

countries,butWesternbuyersclamoredforthecar.

2 Itisaroomyfive-seaterwithapassenger-sideairbagandathree-year

warrantywhichstillsellsforabouthalfthepriceofitscompetitors.It

meetsademandforutilitariancarsinthecontextofEurope’sdiscount

mania.

3 Bystrippingthecarofcostlydesignelementsandsuperfluous

technology,avoidingelectronics,usinganadaptedplatformwhichis

cheaptobuildandeasytomaintainandrepair,slashingthenumber

ofcomponentsbymorethan50%,assemblingalmostentirelywithout

robots,andtakingadvantageoflowlabourcostsinRomania.

4 Students’ownanswers:perhapsbyfollowingsuitlikeVolkswagen,or

cuttingcostsevenfurtherlikeTata,ormaybejustbystrengtheningtheir

positionsintheirtraditionalmarkets.

3

1 AmeliaisamemberoftheLesagefamily,andpresumablythePresident

orCEO.

2 Mikhailisinfavourofnotgoingdown-market,oriftheydo,stripping

downanexistingmodel.Hissuggestionofrebadgingisironic.Jacksits

onthefenceandgivesverylittleindicationofhispreferences.

3 Theyaredrinking‘affordable’coffeeaspartofAmelia’sno-frills

campaign.

4

1 refusetogodownmarket–investinquality,style,service

2 produceano-frillsmodelinFrance

3 buildownmodelinEasternEurope

4 strip/takecheapestexistingmodeldowntoessentials/andstripit

downtoessentials

5 jointventurewithRussiansusingold-generationtechnology

6 importandrebadgecheapcarsfromIndia

7 targettraditionalmarketsinWesternEurope

8 targetdevelopingmarketsinEasternEurope/China/Africa

5

a) politicalimplicationsincludingincentives

b) corporateimage

c) attractivenessforlow-endcustomer

d) after-sales,

e) unions’reactionandmorale

f) finance–liquidity,debt,equity?

6

Students’ownanswers

Answer key

4

1 around

2 back

3 over

4 up

5 in

6 out

7 away

8 on

9 off

10 down

11 through

12 into

5

1 kickaround=discuss

2 clawback=recover

3 glossover=ignore

4 weighup=assess

5 takein=absorb

6 bailout=rescue

7 do(ne)away(with)=remove

8 focuson=concentrate(on)

9 tailoff=dwindle

10 naildown=finalize

11 getthrough=survive

12 buyinto=accept

6

1 commence

2 erode

3 continue

4 enter

5 diversify

6 produce

7 protecting

8 initiate

9 dilute

10 surrender

7

1 commence–kickoff

2 erode–eatinto

3 continue–crackonwith

4 enter–breakinto

5 diversify–branchout

6 produce–comeupwith

7 protect–shoreup

8 initiate–startup

9 dilute–waterdown

10 surrender–bowto

8

focuson(concentrateon)

conjureup(produce)

goin(x2,enter)

getin(enter,arrive)

buildup(increase)

calmdown(relax)

standby(remainwith)

8.3 Vocabulary

Forming new words

1

1 Thearticleaimstogivealight-heartedoverviewofhownewwordscan

becreated,withcontemporaryexamplesfromabusinessandcommerce

context.

2 acronyms,e.g.BRIC;attachingaletter,suchas‘e’forelectronic,to

existingwords,e.g.e-commerce;combiningoldwordsandaffixes

tocreatenewwords,e.g.offshoring;blends,e.g.globaphobic;raid

wordsfromothercontexts,e.g.guru;shortenedwords,e.g.max (from

maximum);changethepartofspeech,suchasphrasalverbtonoun,e.g.

stopover;rhymes,e.g.clicks and mortar;combinetwowordsinanovel

combination,e.g.swarm businesses;metaphors,e.g.glass ceiling

2

acronyms:B2B,NAFTA,ASEAN

attachingaletter:e-signature

combiningoldwordsandaffixestocreatenewwords:presenteeism,

downsize

blends:Coca-colonization,infonomics,blog,agflation

raidwordsfromothercontexts:(marketing)crusade

shortenedwords:dotcom

changethepartofspeech:dollarize,Google(d),bookmark(ed)

rhymes:aldesko,getrichclick,brandalism

combinetwowordsinanovelcombination:angelinvestor,marketing

crusade

metaphors:cappuccino/goldilocks/tiger(economy),angel(investor)

8 Free trade

8.1 About business

Free trade and multinationals

1

1 market

2 goods

3 restrictions

4 taxes

5 non-tariff

6 quotas

7 liberalization

2

1 thecollapseoftheDohatalks.

2 the1993UruguaytalkswerestoppedfromfailingonlybecauseAPEC

[promptedbytheUSA]proposedcloserintraregional[asopposedto

inter-regional]links,whichgotEuropebacktothenegotiatingtable.

3 thatthereasonforEurope’scontinuationinthetalkswasbecause

EuropewasafraidthattheUSAwould‘unplugitselffrom

multilateralism’,i.e.turntounilateralism.

4 APECandMercosur.

5 lackofleadershipanddrive.

3

1

4

1 theDohatraderound:when gardens are neglected(ametaphorforthe

Dohatalks),withering (continuationofthemetaphor,withnegative

connotation),predictably(thisadverbindicateshowthewriterviews

theconsequencesofthetalks’breakdown,i.e.the‘weeds’ofunworkable

grandplans),more political puffery than economic substance(again

critical)

2 theEuropeanUnionandNAFTA:Regionalism’s only big successes are

the EU and the North American Free Trade Agreement(aclearlystated

argumentinfavourofthesetwogroupings)

3 Japan’sbigideaandFredBernstein’sidea,theseschemesare‘no magic

bullets’(ametaphorforaquick,effectivesolution),inotherwords

Japan’sbigideaisnotaneffectivesolution.

5

Paragraph6containsalotofevaluation,allofwhichcontributestothe

writer’sscepticalstancetowardstheconceptofregionalgroupings:also

defies abundant evidence to the contrary; remain dreams; are moribund;

South America’s Mercosur is in trouble, as are its talks …; Disputes …

have dogged …; South Asia’s plans for a customs union look like a joke;

Regionalism’s only big successes are the EU and the North American Free

Trade Agreement – and the former is too sui generis to be replicable.

Thislanguageincludesevaluativewords(e.g.moribund)andarguments

whichareessentiallythewriter’sopinion.

6

Students’ownanswers

8.2 Grammar

Phrasal and prepositional verbs

1

1 go

2 took

3 turn/look

4 put

5 brought

6 get

7 came

8 cut

9 ran

10 look

2

1 return

2 becamepopular

3 directyourattentionto

4 propose,offer,suggest

5 caused

6 communicate

7 initiate,thinkof

8 reduce

9 encounter,meet

10 search,seekinvestigate

3

1 behind

2 from

3 for

4 against

5 above

6 under

7 above

8 past

9 without

10 about

Answer key

B2B=businesstobusiness;NAFTA=NorthAmericaFreeTrade

Association;ASEAN=AssociationofSouthEastAsianNations

e-signature=electronicsignature

presenteeism=beingpresentatworkbuteffectivelyabsentduetolong

hoursandlowproductivity;

Coca-colonization=cocacola+colonization;infonomics=information+

economics;blog=web+log;agflation=agriculture+inflation;downsize=

througheconomicnecessityreducetheworkforceandassetsofacompany

crusade=anaggressive(marketing)campaign

dotcom=companywhichdoesitsmainbusinessovertheweb

dollarize=togetridofacountry’slocalcurrencyandgoforthedollar;

Google(d)=togoogle/searchforsomething;bookmark=to(electronically)

addabookmark

aldesko=eatingatyourdesk(rhyme:al fresco),getrichclick=getrichby

meansoftheInternet(rhyme:get rich quick);brandalism=defacingpublic

buildingswithcorporateslogansandadvertising(rhyme: vandalism)

angelinvestor=ahelpfulindividualwhoinvestsinastart-upcompany

cappuccinoeconomy=aneconomylikethecoffee–frothyontop,flat

underneath;goldilockseconomy=nottoohot,nottoocold,justright;tiger

(economy)=afast-growingeconomywhichisdynamiclikeatiger

3

1 Oxbridge=OxfordandCambridge(universities)

2 wikinomics=wiki+economics

3 flexicurity=flexibility+security,asintheDanishjobsmarket

4 genericide=generic+-icide,i.e.killingbrandsbybecomingthewordfor

allproductsinthatcategory,e.g.aspirin,iPod

5 stagflation=stagnant(growth)/stagnation+inflation

6 philanthopreneur=philanthropist+entrepreneur

4

1 venturecatalyst

2 corporateanorexia

3 virtuouscycle

4 futureproof.

5 spinjournalism

6 careercoach

5

1 womenomics

2 cleantech

3 lifestreaming

4 upcycling

5 rightsizing

6 metrosexual(hasalsoledtoretrosexual,technosexual,heteroflexible)

7 CXOs

8 Wal-Marteffect

8.4 Management skills

Leading the team

1

Students’ownanswers

2

1 a)specialistb)resourceinvestigatorc)coordinatord)shapere)monitor-

evaluatorf)teamworkerg)implementerh)completer-finisheri)plant

2and3student’sownanswers

4 suggestedanswers:byrecruitinganddelegatingwhennecessary,

definingresponsibilities,empoweringteammembersinparticularareas,

motivating,encouragingandcoachingteammemberstotakeonnew

roles,takingonmissingrolesthemselves

3

coachingacompleter-finisher:3

takingonaspecialist:6

empoweringaresourceinvestigator:1

givingconstructivecriticismtoaplant:5

delegatingtoashaper:2

motivatingamonitor-evaluator:4

4

1 goahead,followupon

2 keepmeintheloop

3 alongthesamelines

4 takeownershipof

5 hugestrides,keepupthegoodwork

6 keepingontopof

7 lethimgetonwithit

8 helpusout

5

1,5participating/supporting

2,8delegating/observing

3,4,7selling/coaching

6 telling/directing

6

Students’ownanswers

8.5 Writing

Formal invitations

1

Students’ownanswers

2

1 Talkon‘ThePriceofTrade’

2 Dinneranddancecelebratingoftheopeningofacomputerlaboratoryat

AmirCollege

3 Retirementfunction

3

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

4

1 h 2 c

3 d

4 b 5 a

6 g 7 f

8 e

9 i

10 j

5

Namingyourself;MsAnnieFoulkes,DickensandAssociates

Inviting;Joinustocelebrate,MackCorporationcordiallyinviteyouto,

Sharewithusthecelebrationof,wouldlikeyoutocometo.

Statingpurpose;agettogether,Tim’s50

th

birthday,aneveningoffashionand

food.

Time;onSaturdayevening,from22.00–23.00,around7pm.

Dress;Blacktieoptional,Businessattire,Smartcasualfine,Eveningwear.

Replying;Pleaseletusknowifyoucancome,Contact:FPatterson,Replies

toGabrielladiMarco.

6

1 JohnandMariaShawrequestthepleasureofthecompanyofAnna

MariaMartinezattheirparty.

2 Pleasejoinusatareceptiontocelebratethelaunchofthenew…

3 Cocktails(etc.)willbeserved.

4 Regretsonly.

5 PlazaHotelBallRoom.Admissionbyticketonly.

7

1 False:inwriting,inblackink

2 False:handwritteninblackink

3 True

4 True

5 False:itisn’tnecessary

6 False:onlythedate

7 False:thepersonshouldbenamed;ifnot,alwaysaskthehost;you

shouldonlytakeapartnertoaweddingifyouareengagedtothatperson

8 False:youcanreplybyemail

8

1 GerrardStein,HeadofFaculty,andguestwouldbedelightedtoattend

theFestivalCelebratoryLunchattheGrandHotel,onSunday12August

at12.45pm.

2 MrFernandoCabreraregretsheisunabletoacceptthekindinvitationof

DrandMrsAlbertCaseyforSaturday18thDecember.

3 GerhardPohlthankstheDeanandhiswifeverymuchfortheirkind

invitationtotheSenatedinneronDecember9

th

atGraduationHall,

NewStreet,andhasmuchpleasureinaccepting.

9

and

10

Students’ownanswers

8.6 Case study

The cartel

1

Students’ownanswers

2

1 The‘holopioneers’areHoloplayPLCandThreeD-VisionInc.Theyare

thetwoprotagonistsintheformatwarforthelucrativenewhologram

videomarket.

2 ‘Therecanbeonlyone’referstopreviousformatwarsbetweenaudio

andvideotechnologieswhereasingletechnologyalwaysbecomesthe

dominantstandard,makingitscompetitorsobsolete.Thereisalsoa

culturalreferencetotheHighlanderfilmandTVseries.

3 Initiallysupplywaslimited,sopriceswerehighanddemandwaslow.

Demandisnowgrowinginspiteofthecurrent$3000pricetag.When

greaterproductioncapacitymeansthatsupplyexceedsdemand,analysts

expectthatpriceswillfall.

4 TheduopolyisexpectedtocontinuebecauseHoloplayandThreeD-

Visionholdwatertightpatentsfortheirrespectivetechnologies,and

becauseoftheuncertaintyoverwhichformatwillbecomethestandard.

5 Thearticlesuggeststhatoneofthetwoplayerswillhavetoreduceits

marginssignificantlyinordertoacquireadominantpositioninthe

globalmarket,especiallyinAsia.

3

1 D 2 T 3 D 4 F 5 T 6 T

Answer key

4

1 Thisisopentodebate:themainpointisthestrategicchoicebetween

volumeandmargin.Bothcompanieswillprobablywanttoclaimasbig

ashareaspossibleofthedevelopedmarkets(Europe,NorthAmerica,

Oceania)beforetargetingmuchlargervolumesbutlowermarginsinthe

restoftheworld.

2 Possiblestrategiesmightincludeagreeingtokeeppricesreasonablefor

theconsumer,agreeingtodevelopcross-formatcompatibleapplications,

agreeingonapolicyoftransparencyontechnicaldevelopmentsand

specifications,collaboratingonR&Dtoprovidemorechoiceand

versatilityfortheconsumerandagreeingtoputanequalpercentagesof

profitintoR&D.

5

Students’ownanswers

Answer key

Review 1

(page 30 in the Student’s Book)

1 Personal development

1

1c2g3b4e5h6d7a8f

2

1 haveclearlybeenconducting

2 is

3 preparedcarefully

4 wasproperlythoughtthrough/wasthought

throughproperly

5 areoftenasked

6 havenotthoughtabout

7 comeaway

8 actuallyis/was

9 Tokeep

10 shouldbeheld

3

1e2c3a4f5d6b

4

1 analyse,analytically,analyses,analytical

2 communicative,communications

3 innovatively,innovative,innovate

5

■

■ ■

analyst

analyse

innovate

■

■

■ ■

analyses

innovative

■

■ ■ ■

innovator

innovative

■

■ ■ ■ ■

innovatively

■

■

■ ■ ■

communicator

communicative

■ ■

■

■ ■

analytically

analytical

■ ■ ■

■

■

communications

6

-able

adaptable,dependable,knowledgeable

-ible

responsible,sensible

-ive

assertive,reflective,responsive,

sensitive

-ful

careful,cheerful,helpful,powerful

-ant

observant

-ent

confident

-worthy trustworthy

-ic

energetic,idealistic,sympathetic

7

1 frustrated

2 reputation

Review 2

(page 31 in the Student’s Book)

2 Corporate image

1

1b2e3d4a5c6j7f8i9h10g

2

6,2,3,5,4,1(1=mostlikely,6=leastlikely)

3

1 issureto

2 islikelyto

3 ispoisedto

4 mightpossibly

5 probablywon’t

6 isexpectedto

4

1 run

2 pay

3 expose

4 sidestepping

5 coin

6 set

7 offer

8 facing

5

1 buildanewimage

2 bouncingsomeideasoff

3 it’sajungleoutthere

4 thebottomline

5 reluctanttodelegate

6 hands-offapproach

7 flavourofthemonth

8 hitthegroundrunning

Review 3

(page 56 in the Student’s Book)

3 Supply chain

1

1 power

2 supply

3 Difficulties

4 backdrop

5 suppliers

6 reform

7 chains

8 consumers

2

1 Itremainsunclearwhichparticularcountries

areaffected.

2 Thereportfocusesparticularlyoncoffee

retailerswhomeettherefreshmentneedsof

officeworkersincitiesworldwide.

3 Ouraimistofindaninexpensivepieceof

softwarewhichofferspracticalsolutions.

4 Thereason(why)somanygreatteamleaders

aregatheredheretodayistocelebratethelife

andachievementsofSantiagoGabrielli.

5 Yourkeyjobresponsibilityinvolves

promotingandachievinghighstandardsof

personalandsocialwelfare.

6 DrStephenJamesis asuccessfuland

outstandingmanager(whowas)educatedat

Harvard.

3

1 choose

2 validate

3 source

4 consider

5 decide

4

1b2a/e3d4a/e5c6g7h8j9f10i

5

1 Theimagewearetryingtoprojectisoneof

timelessquality.

2 Inordertoappearmorecuttingedgewehave

recentlydiversifiedourproductportfolio.

3 Thereasonwedecidedtooffshoreour

productionfacilitytotheFarEastwastocut

costs.

6

1c Returns

2d Stales

3a Unsaleables

4f Stockouts

5e Scan-basedtrading

6b Cradle-to-grave

Review 4

(page 57 in the Student’s Book)

4 Managing conflict

1

1g2d3e4a5h6c7b8f

2

1 Youneedtokeepabackupcopyincasethe

originalgetsmislaid.

2 Whilesometasksaretoodifficult,othersare

weird./Sometasksaretoodifficult,while

othersareweird.

3 UnlessyoumeetthedeadlineIwon’tbeable

toassessyourwork.

4 Reachforthemicandstartspeakingassoon

asyoustepuponthepodium./Assoonas

youstepuponthepodiumreachforthemic

andstartspeaking.

5 ImissedthedeadlinebecauseIdidn’tactually

knowaboutit.

6 YoucantakeFridayoffprovidedyoumake

upthetimenextweek.

7 AlthoughSimonehadfluandwasrun

down,shemanagedtogiveanexcellent

presentation.

8 Hebehavesasifheownstheplace./He

thinksheownstheplace,andactsasifhe

doestoo.

3

1 position

2 guilty

3 appreciate

4 hesitate

5 compromise

6 understand

7 love

8 prefer

4

1 putupwith

2 getawaywith

3 standupfor

4 laying

5 mull,over

6 faceupto

7 talk,through

8 smooth,over

5

1d2a3b4c5g6i7f8h

Review 5

(page 82 in the Student’s Book)

5 Strategic marketing

1

1 Wheredoyouthinkbrandingcomesfrom?

2 Whosemarketingstrategyseemsless

attractivethanwhatyoucanoffer?

3 Howdoesyourbrandstrategydifferentiate

youfromthecompetition?

4 Whichsocioeconomicordemographic

characteristicsdefineagroup?/Which

characteristicsdefineasocioeconomicgroup

ordemographic?

5 Whatdoyoumeanwhenyousaystrategyis

power?/Whenyousaystrategyispower,

whatdoyoumean?

6 Whyisstrategicthinkingabetterchoicethan

firefighting?/Whyisfirefightingabetter

choicethanstrategicthinking?

7 How,then,areyousupposedtocompete?/

Howareyousupposedtocompete,then?

8 Whatcanyoudothatwouldensureyou

succeed?

0

Answer key

2

1 across

2 until

3 without

4 except

5 onaccountof

6 inaccordancewith

7 inthelightof

8 Withregardto

3

additional,supplementary

advantage,edge

adapt,tailor

anticipation,hope

concerns,worries

constitutes,forms

create,devise

evoke,suggest

hikes,increases

temporary,transient

4

1 abrand

2 animpression

3 prices

4 appeal/problem

5 question

6 text

7 asolution

5

1c2e3b4d5a6j7g8f9i10h

6

1 clarifying

2 echoing

3 paraphrasing

4 focusingonthenextstep

5 reflectingwhattheotherpersonfeels

6 summarizing

7 notsayinganything

Review 6

(page 83 in the Student’s Book)

6 Risk management

1

1 relaunch

2 recover

3 fight

4 occupy

5 refer

6 practise

7 speculate

8 commit

2

1 circulate

2 charged

3 accused

4 accept

5 deny

6 pose

7 determined

8 committed

3

1e2g3b4d5c6f7h8a

4

1 bombarded

2 abuse

3 vulnerable

4 tolerate

5 strategy

6 identify

7 monitor

8 damage

9 impact

10 resources

5

1 incorrect:‘tremendously’doesnotcollocate

2 correct

3 correct

4 incorrect:‘necessarily’doesnotcollocate

5 correct

6 incorrect:‘simply’doesnotcollocate

7 incorrect:‘explicitly’doesnotcollocate

8 incorrect:‘forcefully’doesnotcollocate

Review 7

(page 108 in the Student’s Book)

7 Investment

1

1 maximizing

2 promoting

3 limiting

4 investing

5 creating

6 assisting

2

1 Shouldacounter-bidbelaunchedweare

goingtohavetoraiseouroffer.

2 WhatIwouldliketodointhenextsessionis

drawupalong-terminvestmentplan.

3 Hadwebeentoldthatourswastheonlybid,

wecouldhaveofferedless.

4 Undernocircumstancesmaythesealedbids

beopenedbeforetheclosingdate.

5 Wereweinastrongerpositionfinanciallywe

mightbeabletoincreaseourbid.

6 ThecandidatewehaveappointedisMaurice

D’Arby.

7 Nosalesexecutivehasperformedbetterthan

SandraNotham.

8 Theissuethatmostconcernsmeislackof

professionaldiscipline

3

1 premiumpricedproduct

2 risk-averse

3 putallyoureggsintoonebasket

4 bluechipcompanies

5 diversifiedportfolio

6 boostrevenues

7 marketvolatility

8 theherdinstinct

9 lackoftransparency

10 bricksandmortar

4

1 outoftherunning/equation

2 amakeorbreakfactor

3 itstandstoreason

4 outoftheequation/running

5 thebeallandendall

6 thefiguresspeakforthemselves

7 it’sprettyblackandwhite

8 it’sanopenandshutcase

5

1 carving

2 stepping

3 generate

4 underpinned

5 forecasting

6 beaten

7 trading

8 boosted

Review 8

(page 109 in the Student’s Book)

8 Free trade

1

1 liberalization

2 barriers

3 round

4 protectionism

5 goods

6 reform

7 progress

8 agreement

2

1 tailoff

2 getthrough

3 takein

4 goin/weighup/comeupwith

5 clawback

6 kickaround

3

1 implementor

2 investigator

3 empowering

4 delegate

5 coordinator

6 coach

4

1d2a3e4b5c6h7i8j9f10g

5

1b2e3d4f5a6c

Answer key

Grammar and practice

answers

1 Personal development

(pages 118 and 119 in the Student’s Book)

1

1 tobuild

2 intend

3 be

4 ’vebeenlearning

5 ’velearnt

6 don’tenvisage

7 totake

8 hassuggested

9 smartenup

10 put

11 ’m

12 towatch

2

1 looked

2 haven’trisen

3 had

4 aregetting/havebeengetting

5 drawnup

6 are

7 was

8 ’veasked

9 ’mwaiting

10 Haveyouwritten

11 need

12 didn’tadvertise

13 havebeenrunning

14 ’relooking

3

1 LT

2 F

3 AN

4 AN/LT

5 RN

6 AN

7 LT

8 F

9 RN

10 F

4

1 reached/reaches

2 ask/(weretoask)

3 ’repassingby/pass

4 sitdown

5 hadknown

6 hadleft/given[note:‘given’sharesthesame

‘had’as‘left’–botharepastperfect]

7 hadlistened

8 were,‘dhavebeenhit

9 hadbeen

10 hadn’tbeen

5

1 agreatdealofresearchhasbeendone

2 persist

3 domanypeoplebelieve

4 employeeswhohaveachievedaspecific

degreeofsuccess

5 employeesmaywantsuchrewards

6 Intrinsicmotivationplaysamajorrole

7 isnotaffectedbyexternalrewards

8 canhelpthemselves

2 Corporate image

(pages 120 and 121 in the Student’s Book)

1

1 meet

2 areexpectedtofocusmainlyon

3 issettoaskfor

4 islikelytoseek

5 leaves

6 cantackle

7 couldsignificantlyworsen

8 wouldbelost

9 move

10 take

11 shouldhave

12 ’llsee

2

1 c

2 a

3 b

4 b

5 c

6 a

3

1 e)

2 h)

3 a)

4 f)

5 c)

6 g)

7 d)

8 b)

4

1 must

2 won’t

3 should

4 shouldn’t

5 must

6 Shall

7 oughtnotto

8 may

9 shall

10 could

5

1 Thereislittledoubtthattheplanwillfail.

2 Itiswidelybelievedthatthecausesof

inflationarerisingcommodityprices,butit’s

notthatsimple.

3 Iwouldarguethatweneedourcustomersto

loveusmore.

4 Youmight/maywant/wishtoconsider

talkingtohimaboutit.

5 Shemaywellhavegotthesumswrong.

6 They’llbe/theymustbeworkingonitnow.

7 It’shighlyunlikelythathe’lleverconvincethe

CEOtochangeourlogo.

8 Thereisnorealpossibilitythattheoutcome

willbepositive.

6

1 aThisismoreobjective,whiletheothertwo

choicesaresubjective,i.e.theopinionofthe

speaker.

2 bThisislesscertainthantheothertwo

choices.

3 bThisissignificantlymorelikelythanthe

othertwochoices.

4 cThereisnocontrastinthischoice,unlike

theothertwo.

5 aThisislesslikelythantheotherchoices.

6 bChoice‘c’paraphrases‘a’,whilethischoice

hasadifferentmeaning.

7 cThischoiceismuchstrongerthantheother

two,whicharemoretentative.

3 Supply chain

(pages 121 and 123 in the Student’s Book)

1

1 costs

2 allocation

3 business

4 informationresources

5 allocationissues

6 problem

7 optimisationmodel

8 costreduction

2

1 arivalproduct

2 supplychainsuccess

3 themostinnovativesolutionswhichare

implementedsuccessfully

4 aninnovativeapproachcalled“fromthe

shelfback”,

5 anunavoidableriseinoperatingcosts

6 anever-increasingrangeofsizeformats.

7 allthedifferentsizevariationsofteaorrice

soldatyourlocalstore.

8 thisprincipleofsizevariationisappliedto

9 Thealternativeapproachadoptedbythe

massivecontainershippingindustryi

10 oneofthemostchallengingissuesfacing

supplychainmanagers

3

1 thatweshouldadopt/whichisthemost

viable/I’vedecidedon

2 thatwouldbebestforthejob/Ibelieve

wouldbeanoutstandingleader/whoIthink

isthestrongestcandidateforthepost

3 wheretransportlinksareoptimallysited/

thathasthestrongesttransportlinks

4 whosevisionisalignedtoours/thatnever

letsusdown□Ihavealwaysadmired/who

buildslong-termrelationswithcompanies

5 Iwon’tbeabletomeetthedeadline/why

shefailedtoinformyou/whichIwasgiven

4

1 What,where,why

2 Why

3 what,how

4 That

5 Who,what

5

1 d

2 c

3 a

4 e

5 b

6 g

7 f

8 i

9 h

10 j

4 Managing conflict

(pages 124 and 125 in the Student’s Book)

1

1 nor(b)

2 but(e)

3 yet(c)

4 so(f)

5 and(a)

6 or(d).

2

1 because

2 While

3 inorderto

4 Whenever

5 sothat

6 incase

3

1 sothat

2 unless

3 While

4 whenever

5 Granted

6 exceptto

4

1 b)

2 c)

3 c)

4 a)

5 c)

6 b)

7 a)

8 c)

9 a)

10 b)

Answer key

5 Strategic marketing

(pages 126 and 127 in the Student’s Book)

1

1 for

2 of

3 throughout/through

4 in

5 on/upon

6 without

7 until

8 by/from/to

9 during

10 before

2

in__________for:exchange, return

inthe__________of:form, course, case, face,

light, region, wake

with__________to:regard, reference, respect

in__________with:accordance, common,

compliance, conjunction, connection, contact,

keeping, line

on__________of:behalf, account

3

1 inthelightof

2 Onbehalfof

3 Withreferenceto

4 inaccordancewith

5 inlinewith

6 inthewakeof

7 intheregionof

8 inthefaceof

4

1 downto

2 irrespectiveof

3 owingto

4 subjectto

5 contraryto

6 togetherwith

7 suchas

8 asfor

5

1 fromoutsidethecompany(d)

2 totheintendedrecipient(a)

3 bythen(e)

4 justbeforethefinalwhistle(h)

5 excepttoescapeinemergencies(f)

6 inthelightofwhatyoujustsaid(c)

7 forbetterorforworse(g)

8 inplayingthesaxophone(b)

6

and

7

WH-QUESTIONS:2Whatareyoulookingat?

PASSIVEFORMS:6Iknowhisworkisbeing

lookedafterbyatempwhilehe’saway.WhatI

wanttoknowis,who’sthetempbeinglooked

after by?

RELATIVECLAUSES:3ThesubjectIwantto

talktoyouabouttodayis…

EXCLAMATIONS:5Whataterriblesituation

she’sendedupin!

WH-CLAUSES:4WhatIwouldliketofocuson

thismorningis…

INFINITIVECLAUSES:1He’sverydifficultto

workwith.

8

1 barring

2 considering

3 amid

4 versus

5 pending

6 akinto

7 notwithstanding

8 regarding

6 Risk management

(pages 128 and 129 in the Student’s Book)

1

1 Intermsoffinance,thewholeprojecthas

beenadisaster–we’velostabout$60,000so

far.

2 Asfarasethicsareconcerned,wewillneed

tomakesurethereisnoconflictofinterest.

3 Fromthepointofviewofthecompanythe

planlooksgreat,butfroma(purely)personal

perspective/pointofviewIwouldquestion

it–itmeansI’vegotmoreresponsibilitybut

noextramoney.

4 Technologicallyspeaking,theharbourbridge

isanamazingfeatofengineering,butthey

certainlybrokethebankinbuildingit.

5 Toputthisintoa/itshistoricalperspective,

wewouldbethefirstcompanyevertohave

suchafar-reachingpolicyinplace.

6 Ifwe(could)lookatthisfromaculturalpoint

ofview/perspective,it’sariskyproposition

–justlookatallthedifferencesinbehaviour,

appearance,values,younameit.

2

1 b)

2 a)

3 f)

4 d)

5 e)

6 c)

3

1 Pleasenotethatonly thelatest100

transactionscanbedisplayedorprinted.

2 Itisadmittedly/Admittedlyitisahigh-risk

courseofaction.

3 Hopefullynothingshouldgotoobadly

wrong.

4 Thetargetconsumersaredefinitelynot

goingtopaythatsortofmoneyforour

software.

5 Regrettablythefilescontainingpersonal

datahave/Thefilescontainingpersonal

datehaveregrettablybeentemporarily

mislaid.

6 Without doubtItis/Itiswithout doubt the

bestdecisionformaximumgrowth.

7 Youhavecertainly triedhard.Butyou

actuallyhaven’tachievedasatisfactorylevel

ofsuccess.

8 To my mindtheyshouldneverhaveallowed

it.

9 In my viewitwon’twork.

10 Apparentlythey’vegotthelegalsideall

takencareof.

11 In actual factit’saprettygoodplan.

12 I’lldefinitelybackyouupshouldyouneed

me.

4

1 Consideringtheissuesinvolved

2 Inmyview

3 Incidentally

4 suchas

5 perhaps

5

1 immediately/theminute[ithappens]/as

soonas[ithappens]/withoutdelay

2 overall/onthewhole/allinall

3 Inotherwords/Toputthisanotherway/IfI

mayputthisanotherway.

4 Also/Inaddition/Whatismore

5 Honestly/Inallhonesty/Tobeperfectly

honest

6 Incidentally/Bytheway/Withregardto

[whatweweretalkingaboutearlier]

6

1 Definitely

2 Thus

3 overall

4 so

5 totally

6 basically

7 Next

8 ultimately

7 Investment

(pages 130 and 131 in the Student’s Book)

1

1 Ihavenocomplaintswiththeirservice

whatsoever.

2 Iamutterlyappalledthattheyshouldletyou

downinthismanner.

3 Youhavemadeanextremelyuseful

contributionindeed.

4 HadIknownabouthisdirectorshipatthe

time,Iwouldscarcelyhavetrustedhim.

5 Wewereevenmoreimpressedwiththeirlevel

ofservicethantheirreasonablefee.

6 Thisprojectisrathermorechallengingthan

thepreviousone.

7 Thesharepriceendedupdoubling,somewhat

tomysurprise.

8 Merelytrackingtheall-shareindexisan

absolutelyunacceptablepolicy,giventheir

highmanagementfees.

2

1 ThereasonwhyIopposehisapproachis

thatheconcentratesontinydetailsrather

thanthebroaderpicture.

2 Itisnothispunctualitybuthisaggression

thatistheproblem.

3 Whatisatstakeisnothinglessthanthe

company’sfuturewellbeing.

4 Onlybyresortingtounderhandtactics

wouldwebeabletowin–andwe’renot

goingtostoopthatlow.

5 Undernocircumstancesshouldyouput

morethan10%ofyourassetsintothatfund.

6 WhereIwouldmakechangeswouldbein

theareasofresponsibilityandaccountability.

7 RarelyhaveIwitnessedsuchfirmnessinthe

teethofsuchopposition.

8 HowIwouldapproachtheproblemis

irrelevant–it’syourdepartmentandyour

responsibility.

9 Shouldtheynotrespond,wedohavea

secretPlanB.

10 Theproductiswhatweneedtofocuson,

nottheprocessitself.

3

1 to

2 not

3 to

4 do

5 what

6 to

4

1 Alsoclearlysignificantisthedipinconsumer

confidence.

2 Shouldyoueverneedanyfurtherassistance,

pleasedonothesitatetocontactus.

3 NeveragainwillIgotosomuchtroublefor

solittlegain.

4 Notonlydidhefailtoturnupontime,but

neither/nordidheapologise.

5 Farmoreseriousappearstobethe

inflationaryrisk.

6 HadIcaughtmyflightIwouldnothave

missedthemeeting.

7 Atnotimecanyouclaimexpenseswithouta

receipt.

8 Wereasolutiontobefound,wewould

implementit.

5

1 f

2 b

3 e

4 a

5 c

6 d

6

1 I

2 I

3 A

4 A

5 A

6 A

7 I

8 A

Answer key

7

1 Inrecentyearst

2 Notonlyhavewe

3 butalso

4 whatwenowneedis

5 Mostofall,

6 weresuchinvestmentnottobeimplemented

7 thepersontomanage

8 shouldIagree

9 legitimatelybeaccountableforallaspectsof

thenewstrategy.

10 Lastly,

11 canscarcelybe

8 Free trade

(pages 132 and 133 in the Student’s Book)

1

1 out

2 across

3 over

4 with

5 upto

6 out

7 up

8 for

9 apart

10 down

11 on

12 over

13 out

14 out

2

1 MostofthetimeIgetonprettywellwithmy

boss.

2 Giveusabreakandstopgoingonabout

howhotitisinherewillyou?

3 Abouttheconferencenextweek,couldyou

justfirmuptherefreshmentarrangements

withthecaterer?

4 Demandshouldreallytakeoffinthemonths

ahead.

5 Yourbrainstormingsessionwon’twork

–callitoff.

6 Isuggestweputoffthatstaffaway-daywe’ve

beentalkingaboutuntilthingshavesettled

downabit.

7 OK,nowgetintosmallgroupsandcomeup

withthreeinnovationswecanallbuyinto.

8 Iknowwe’vecomeupagainstalotof

problemsrecently,butwedoneedtoputall

thisbehindusandmoveforward.

9 Nowcomeon/Comeonnoweveryone–it’s

timewedidawaywithallourchecksand

balancesandjusttrustedeachothertojust

getonwiththejob.

10 I’vejustthoughtoftheperfectidea–work

onyourlanguageskills,thenwecando

awaywithourtranslator.

11 Laydowntheprocedure,spelloutexactly

whatwehavetodo,andthentheywon’t

haveanymorereasontomakeoutitwasn’t

clear.

12 Stressed?Can’tdealwithit?Talkto

Madeleineandshe’llsortitalloutforyou.

3

1 downon

2 upto

3 behindwith

4 awaywith

5 roundto

6 downwith

7 upto

8 upfor

9 offagainst

10 upfor

4

1 Youknow,Ireckonweoughttobranchout

intowhateverareaswhicharegoingtogoup

thefastest.

2 Notnow,thatdiscussionwouldeatintoour

valuabletime–we’vegotalotofitemstoget

throughthisafternoon.

3 Somanyissuescameupfromthatsession

–there’sjusttoomuchformetotakeinright

now.

4 First,weighuptheissues,thenputtogether

yourplan.

5 Don’tgivein/up–soldieronuntilthejob’s

done.

6 TimetocalloffPlanAandkickoffwithPlan

B.

5

1 b)

2 d)

3 a)

4 c)

5 e)

6

1 f)

2 a)

3 c)

4 d)

5 b)

6 e)