The Business Adv Answer Key

1
1 Personal development
1.1 About business Developing your career
1
Studentsownanswers
2
Theauthordescribeslifeatworkhumorously,asabattle.Itisdescribedas
ruthlessandcutthroat,withpeopledoingwhatevertheycantogettothe
top.
Wordsthatindicatetheauthorshumorousstancethroughcomic
exaggerationandtheideaofbattleareminefeld, kidnapandblackmail.
3
a) 4 b) 1 c) 8 d) 9 e) 3 f) 7 g) 2 h) 6 i) 5
4
1 Getyourselfnoticed=itsagoodideatoshowinitiative/volunteer.
Thiswillprovideyouwithplentyofwork,whichyoushouldtrytoavoid
doing.
2 Ignoreallemails=ifsomethingisreallyimportantthepersonwhosent
theemailwilltrytocontactyouagain.
3 Therearegoodandbadbosses=goodbossesareinterestedinyou,
encourageyou,giveyouinterestingworktodo,andleaveyouto
workonyourowninitiative.Badbossesgiveyouworktodoandthen
complainwhenyoudowhattheyask.
4 Dressupnotdown=itsimportanttodressappropriatelyforthejob.
5 Shareopinionsatappraisals=donotexpectyourbosstohavethesame
opinionasyou.Whengivingappraisals,giverecognitionaswellas
criticism.
6 Learntorecyclereports.Manyreportssaymuchthesamething,and
usinganoldoneasamodelcanbeuseful.However,double-checkall
yourchanges!
7 PAskeepbusinessorganized=theyaretheenginesthatkeepabusiness
running.
8 Dontbescaredtobelazy=themoreyoudo,themorecangowrong.
9 Steerwellclearofallmeetings=mostmeetingsarepointless.Thebest
meetingsarethoseforwhichpeoplehavereallyprepared.Theyrequirea
lotofwork,butareusuallyveryworthwhile.
5
performance relationshipsatwork
yourapproachtoyour
job
Speaker2:makesure
yourbossthinksofyou
frstwhenpromotion
timecomes.Keep
yourselfontheirmind
bysendingregular
updatesevenifyou
haventdonevery
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 haveyoubeenuptowepreferthepresentperfectherebecauseit
indicatesastateleadinguptothepresent,andalsobecausethepresent
perfectisstronglyassociatedwithsinceasaprepositionorinthiscasea
subordinator.
2 sawthisindicatesaspecifceventinthepast,soweusethepast
simple;alsothepastsimpleisassociatedwiththeadverblast(=thelast
time).
3 hasntanyonetoldyounormallyyouonlyneedtotellsomeone
somethingonce,sotheaspectissimple.Ifitiscontinuous,itmeans
thatthepersonisbeingtoldrepeatedly.Theuseofthepresentperfect
hereindicatesnews.
4 havedecidedthepresentperfectismorelikelyasthedecisionhas
strongcurrentrelevance.Thepastsimpleisalsocorrect,andwouldbe
moretypicalofAmericanEnglish.
5 wouldyoubedoingwouldshowsthatthesituationishypothetical,
andgiventhecontextthatthejobinterviewisinthefuture,the
continuousexpresseswhatJonwouldbedoingifhegetsthejob.The
perfectcontinuousexpresseswhatJonwouldhavebeendoingifhe
hadgotthejob.Clearlyhehasnotbeenrejectedforthejobsothis
combinationofaspectsisnotappropriate.
6 coverthereisnoreasontousethepresentperfect;thepresentsimple
herereferstoalltimespast,presentandfuture.Thisisapermanent
stateofaffairs.
7 havealwaysgotthepresentperfectisusedheretodescribearecurrent
habituptothepresenttime.Alwaysgotismoredistant(orAmerican
English)andsuggeststhatthischaracteristicisnolongertrue.
8 isgoingthepresentcontinuousismorelikelyastheactionisboth
currentlyinprogressandincomplete.
9 blewthepastiscorrectastheeventreferredtoisinthepast(when
thedocumentswerelost)andthereisaspecifcreferencetothisinthe
sentence,soitisquitedefnite.
10 haveyoubeendoingthepresentperfectcontinuousemphasizes:the
currentimportanceoftheaction(present),whathasbeencompleted
sofar(perfect),andthefactthattheactionisongoingorinprogress
(continuous).
11 willhaveworkedoutwill+theperfectaspectismorelikelythanthe
progressiveasJonmeansthatbythefuturedatementioned(theend
oftheweek)thestrategywillbecompletedandeveryquestionwillbe
covered.Thecontinuouswouldsuggestthatattheendoftheweekhe
wouldstillbeintheprocessofformulatinghisstrategyanditwouldnot
befnished.
12 ArentyoubeingthepresentcontinuoussuggeststhatEdthinks
Jonisbehavingover-confdently/arrogantlyatthemoment,butisnot
generallyover-confdent/arrogant.
2
Studentsownanswers
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
Studentsownanswers
2
Teamworking Managingand
developing
yourself
Customerservice Problemsolving
effective
communication
holdingpeople
accountable
leadership
fexibility
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 fexibility
5 self-development
4
Theydiscussleadershipandtimemanagement.
Anover key
2
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
Tofnalize80%ofpromotionalplansforartistpublicityeightweeksbefore
anyplannedtourdatebegins.
Toinvolvejuniorstaffinatleast50%ofarrangements.
Toensurepublicityexposurecoversatleastthreedifferentchannels(print,
radio,web,mailetc.)
Toupdatebudgetsbytheendofeachquarter.
9
Studentsownanswers
1.4 Management skills Self awareness and
communication
1 3
Studentsownanswers
4
1 you
2 you
3 others
4 others
5 Arena
6 Faade
7 BlindSpot
8 Unknown
5
Studentsownanswers
6
1 AlargeBlindSpotsuggestsamanagerwhodoesnotlistentoother
peoplesideasorfeedback.He/Shemaybeperceivedasarrogantor
authoritarian.
2 AlargeFaadesuggestsamanagerwhoisreluctanttodisclosehis/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 Whatdoyouseeyourselfdoingintenyearstime?
8
1 ShallIhaveagoatthis?
2 Ihavetoconfessthat
3 Wouldyouliketotakethisone?
4 Iveneverreallythoughtaboutitthatmuch.
5 Ihaventtheslightestidea!
6 IfImtotallyhonestwithmyself,Idhavetosay
7 Illpassonthisone,ifyoudontmind.
8 Letsleavethatone,shallwe?
9 Ihonestlyhaventgotaclue!
10 Ifyoureallypushedme,IsupposeIdsay
9
a) 1,3
b) 2,6
c) 4,10
d) 5,9
e) 7,8
10 and 11
Studentsownanswers
1.5 Writing Job descriptions
1
Studentsownanswers
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
2yearspreviousexperienceinadesigndepartment:E;1,2,4
6
1 True
2 False:thepresenttenseandinfnitiveareusuallyused
3 True
4 False:unlessneeded,omitarticles
5 True
6 True
7
Duty:1(60%)Toarrange,bookandconfrmclientstransport(fights,
transfers)bothonthephone,overtheInternetandinperson.
Standard:Allfightrequestsaredealtwithwithin24hrs(Internet),or
immediately(phone,inperson).Clientsareprovidedwithalldetailsin
writing,andtickets/voucherswhereappropriate.
Duty:2Managesallfnancialtransactions.Analysisoffnancialdata,
ensuringeffcientuseofresources.Performingprojectionsrelatingto
businesstraveltrends.
Standard:Fullyinformingtheaccountsdepartmenttokeepthemuptodate.
Correctlysubmittingtheaccountsandreconcilingthemonamonthlybasis.
Duty3:Trainingandsupervisingpart-timestaff.Hiring,delegatingand
determiningworkloads.Evaluationofstaffperformance.
Standard:Parttimestaffgivepositivefeedbackandcontinuetoworkfor
HHInc.insubsequentpeakperiods.Feedbacktheyreceivefromclientsis
80%positive.
3
Answer key
1.6 Case study The glass ceiling
1
Studentsownanswers
2
1 strengths:avaluableanddependablememberofherteam,effciency,
outgoing,strongcommunicationskills,keentotaketheinitiative,
ambitious
weaknesses:tendencytooverreachherauthorityandtofavour
unconventionalmethods,lackofmaturity
2 shelacksaformalmarketingandmanagementbackground
3 sheisawareofthediffcultiesofreconcilingthecareofherfour-year-old
daughterwithaninevitablyheavytravelschedule,shedoesnotappear
torealizethatthatSEVShasneveremployedawomanasaMarketing
Manager
4
Gemmaknows Gemmadoesntknow
others
know
valuableanddependable
teammember
effcient,outgoing,strong
communicationskills,keen
totakeinitiative,ambitious
tendencytooverreachher
authorityandtofavour
unconventionalmethods
lacksaformalmarketingand
managementbackground
disappointedaboutnot
gettingthejob
lackofmaturity
SEVShasneveremployed
awomanasaMarketing
Manager
others
dont
know
3
others
know
teammember
communicationskills,
keentotaketheinitiative,
ambitious
gettingthejob
lackofmaturity
awomanasaMarketing
Manager
ifshewasaman,theydbe
begginghertotakethejob
thebosswillneveragree
doinganMBAwontmake
anydifferenceatSEVS
shetendstorushintothings
shesnotalwaysverypatient
veryintuitivebutnotalways
verylogical
others
dont
know
isshereallyready?
hasshegotwhatittakesto
fghtthesystem?
doesshereallywanther
careerbadlyenough?
4
others
know
teammember
ambitious
gettingthejob
lackofmaturity
awomanasaMarketing
Manager
Tthebosswillneveragree
doinganMBAwontmake
anydifferenceatSEVS
verylogical
others
dont
know
havingdoubtsaboutwhether
shesgoodenoughtodothe
MBA
notasambitiousasothers
think
tenseandirritableatthe
moment
notthemostorganized
personintheworld
hasbeenheadhuntedforjob
inSweden
missesherparents
isshereallyready?
fghtthesystem?
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.Shesnotalways
verypatient,andistenseandirritableatthemoment.Shehasbeenhead
huntedforajobinSweden.
2
others
know
teammember
ambitious
gettingthejob
lackofmaturity
awomanasaMarketing
Manager
thebosswillneveragree
doinganMBAwontmake
anydifferenceatSEVS
verylogical
others
dont
know
havingdoubtsaboutwhether
shesgoodenoughtodothe
MBA
notasambitiousasothers
think
tenseandirritableatthe
moment
notthemostorganized
personintheworld
hasbeenheadhuntedforjob
inSweden
shehasalwayswantedareal
career
shesthinkingabout
acceptingthejobinSweden
missesherparents
isshereallyready?
fghtthesystem?
careerbadlyenough?
4
Answer key
3
Option Pros Cons
Stopworkandhavea
baby,moveoutintothe
country
Husbandwouldbe
happy.
Giveupanyideasofa
realcareer
7
Studentsownanswers
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:fastfoodconsumerschildrenandyoungpeople,low-income
groupsduetorelativecheapnessofthefood
Companyfoundedby:RayCrocandDickandMacMcDonaldin1955
Mascot:RonaldMcDonald,aclownfgure
Appearanceofrestaurants:plasticseats,striplighting,brightcolours
Imageofthecompany:thequintessentialfast-foodrestaurantMcDonalds
presentsitselfasofferinggoodvalueformoney,producingconveniencefood
andbeingchildfriendly
2
1 Seeanswersabove.
2 (Suggestedanswer:)McDonaldscametorepresentobesity,dead-end
jobsandhealthscaresrelatedtomeatconsumption.
3 a) Theyhavebeenre-styled.Thenewlookisdescribedassleek,green
andascolourfulretromodernism.
b) Themenuishealthier.McDonaldsnowoffersarangeofsaladsand
freshfruits.Theproductsarelabelledasorganicandfree-range,and
aresourcedethically,e.g.thecoffeeiscertifedbytheRainforest
Alliance.
c) McDonaldsclearlywantstogivethemessagethatenvironmental
concernsandhealthyeatingarenowcorecorporatevalues.
3
1 theyellowMsignthatistheMcDonaldslogo
2 alow-paid,low-statusjobwithnocareerpotential
3 BovineSpongiformEncephalopathy(BSE)isadiseasewhichaffects
cattlebutwhichcanalsocausediseaseinhumanswhoeatinfectedmeat.
WhenitwasdiscoveredthatthecausesofBSEarerelatedtocommonly
practisedintensivefarmingmethodsofraisingcattle,thiscausedmany
peopletobecomereluctanttoeatmeat
4 anembarrassingmistakewhichwouldhaveanegativeeffectonthe
companysimage
5 McDonaldsnewapproachtothedesignoftherestaurants,which
appearstobeoneofsimplifcationandminimalismindesign,i.e.,clean
lines,mutedcoloursandmoreopenspace.
6 adeceptive,dishonestschemeacompanyusesformakingmoney
7 inabold,defantoraggressivemanner
8 similartoStarbucks,thecoffeehousechain,whichpridesitselfonthe
qualityofitscoffeeandhasasophisticated,urbanimage
4
1 afurnituredesigner
2 HemelHempstead,atowninthesouth-eastoftheUK
3 thePrinceofWaleswhohasspokenpubliclyaboutthedangerstohealth
offastfood
4 WatfordFootballClub
5 chiefexecutiveofMcDonaldsUKsinceApril2006
6 awell-knownchefintheUKwhoappearsontelevisionandhas
campaignedtoraiseawarenessofhealthyeatingandanimalwelfarein
thefoodindustry
5
Thewritersstancecouldbedescribedassceptical.Hischoiceofvocabulary
todescribethetraditionalMcDonaldssuggestsdistastefortheoriginalstyle
ofthechainthegarishredsigns,thestriplighting,thetackyplasticseats
andsinisterclowningRonald.
HisuseofquotationmarkswhendescribingcertainaspectsofMcDonalds
activityplacesanironicdistancebetweenhimselfandhisownviews
andwhatheisreporting,e.g.whatMcDonaldscallsthelessismore
treatment,
Hischoiceofextravagantandrhetoricallanguagetodescribecertain
eventsalsosuggestsscepticismandironicdistance,e.g.Underitsgolden
arches,andunderourveryeyes,McDonaldshasbeentransformingitself,
emblematicofallthatwasrottenincapitalism,disdainforthedead-end
McJob.
Thefnalsentenceofthearticle,Itstillmakesyoufat,doesntit?isplaced
insuchawaythatiteffectivelyunderminestheideathatthenew-generation
McDonaldsshouldbeassociatedwithhealthyeatingandconcernforthe
environment.
6
1 ItmaybediffcultforMcDonaldstomaintainitscommitmenttogreen
policiessinceenergy,waterandfoodpricesareallrising.Meatin
particularisgoingtobecomemoreandmoreexpensivetoproduce.It
couldbeparticularlychallengingforMcDonaldstokeepitspricesdown
andretainitsprofleasalow-budgetrestaurantchain.
2 Peoplearelessembarrassedanddefensiveabouteatingfastfood.People
areawareofthedangersofexcessiveconsumptionoffastfooddueto
theseissueshavinghadalotofexposureinthemedia.However,theydo
notseeMcDonaldsasbeingworsethananyotherfast-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
Studentsownanswers
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 Thereislittledoubtthatintodaysmodernbusinessworldfartoomuch
emphasisisplacedoncorporateimage
2 Icantbelieveyouappeartobetrivializingsuchaseriousmatter!
3 Themarketingdepartmenttendtoblameusforpoorsales;theyrethe
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 profts
2 and 3
Studentsownanswers
5
Answer key
4
1 Eco-effciencywasaphrasecoinedbytheBusinessCouncilfor
SustainableDevelopmenttodescribetheneedforcompaniestodescribe
theneedforcompaniestoimprovetheirecologicalaswellaseconomic
performance.
2 Corporatephilanthropydonatingtocharitiesisasimpleand
reputation-enhancingwayforacompanytoputanumericalvalueonits
CSRcommitment.
3 Cause-relatedmarketingisapartnershipbetweenacharityanda
companywherethecharityslogoisusedinamarketingcampaignor
brandpromotion.
Thecharitygainsmoneyandprofleandthecompanybeneftsby
associatingitselfwithagoodcauseaswellasincreasingproductsales.
4 Sponsoringawards.Throughawardschemes,companiesposition
themselvesasexpertsonanissueandleadersofCSRsimplybymakinga
largedonation.
5 Codesofconduct.Corporatecodesofconductareexplicitstatementsof
acompanysvaluesandstandardsofcorporatebehaviour.
6 Communityinvestment.Manycompaniesdevelopcommunityprojects
inthevicinityoftheirsites,tooffsetnegativeimpactsorgivebacktothe
communityandlocalworkforce.Communityinvestmentcoversawhole
rangeofinitiativesincluding:runninghealthprogrammes,sponsoring
schools,playgroundsorcommunitycentres,employeevolunteering
schemesorsigningamemorandumofunderstandingwithcommunities
affectedbyacompanysimpacts.
5
1 anoilcompanyinstallingsolarpanelsontheroofsofitspetrolstations
andreducingthecarbonemissionsofitsoperationswhilstremaining
committedtoacontinualincreaseinoilandgasproduction
2 McDonaldsnetworkofRonaldMcDonaldHousestoimprovethe
healthandwellbeingofchildrenandBPssponsorshipoftheNational
PortraitAward.EasyandveryPR-friendlycorporategivingismore
easilydismissedasaPRexercisethanotherformsofCSR,companies
areshiftingtomakinglargerdonationstoasmallernumberofcharity
partnersandcombininggivingwithotheractivities.
3 Tescoscomputersforschoolspromotion.Companieschoosecharities
whichwillattracttargetconsumers.
4 TheReebokHumanRightsAwards,NestlsSocialCommitmentPrize
andtheAlcanPrizeforSustainability
5 Ernst&YoungorPricewaterhouseCoopersarementionedbut
asexternalverifersofcorporatecodesofconductratherthanin
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
Studentsownanswers
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
fndinganewjob:Tuesday
makingredundancies:Friday
3 5
Studentsownanswers
6
1 probablytheAsurgentandimportanttaskswhichneedtobedone
now
2 probablytheCsimportantbutnoturgenttaskswhichsomeoneelse
candowell
3 probablytheBsurgentbutnotveryimportanttasks,andperhapsthe
Dsnoturgentandnotimportanttaskswherenewteammemberscould
acquireexperiencewithoutrisk
4 probablytheDs-noturgentandnotimportanttasks;buttheymay
becomemoreimportantormoreurgentlater
5 delegationgivesmanagerstimetomanage,think,becreative,do
importantjobs,motivatesanddevelopsteammembers,givesfexibility,
cutscosts,allowsmanagerstoevaluateteammembersperformance
6 insecurity,lackoftrust,lackoftime,needforcontrol,ignorance,fearof
otherpeoplesreactions,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
Studentsownanswers
2.5 Writing Press releases
1
TheSkinnyCowisgivingitsbrandanewlookwhilstSonyareusingthe
Chinesepianisttopromotetheirbrand.
2
Studentsownanswers
3
headline
subhead
leadasummaryofthestory
back-upparagraph
informationaboutthecompany
contactinformation
4
Pointstonotearetheuseofcapitalsformaincontentwords(not
prepositions),nofull-stopsorcommas,littleornouseofarticles,useof
thepresentsimpleandto+infnitiveverbforms,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
Studentsownanswers
6
Answer key
2.6 Case study Pixkel Inc.
1
Studentsownanswers
2
1 Acompanywhichisnotmanagingitsgrowth,withurgentproblemsof
leadership,proftability,delivery,cash-fowandpublicrelations.
2 Sheneedstogetresultsquickly;shecantexpecthelpfromBill,anditis
diffculttomeetothermanagers.
3 Shewouldliketohavesomeonetohelpherbrainstormandevaluate
possiblesolutions.
3
1 theresnoteamspirit,theyneedtoworktogetherbetter
2 peoplekeepleavingthecompany
3 theworkingenvironmentisincompatiblewithahigh-techimage
4 recruitmentisdiffcultbecauseworkingconditionsarepoor
5 thecompanyhasareputationforlatepaymentanddiscounting
6 themarketisreallytough,withmoreandmorecompetitionfromIndia
andChina
7 theyneedmoneytotakethebrandupmarket
8 fnancekeepscuttingbudgets
9 theproducthasnovisibilityfortheenduser
10 developmedium-andlong-termobjectives
4
1 BenRainey,Marketing.Pixkelsreputationwithcustomersandsuppliers
isnotverygood,anditwillbeveryexpensivetostrengthenthebrand.
2 CarlaBuenaventura,HR.Thereisnoteamspirit,andpeopledonottake
responsibility.Gettingpeopletoworktogetherisalmostimpossible.
3 JerryWoo,Production.Pixkelhasanexcellentproduct,butsalesand
marketingareincompetentorlazy.
4 AlexODriscoll,Finance.Thereisnomissionstatementorbusinessplan,
sonobodyknowswhattheirlong-termobjectivesare.
5 VickyFry,Sales.Themarketisverydiffcultwithalotofcompetition
fnalcustomersdonotknoworcarewhetherthecameratheybuyuses
aPixkelchipset.
5 9
Studentsownanswers
3 Supply chain
3.1 About business Outsourcing
1
better:becauseManpowerisarespectableandreliableemployer,yourjob
willnotdependonyourrelationshipwiththeowner,youwillhavebetter
opportunitiesfortrainingandmoreinterestingwork,youaresuretobepaid
legallyandeffciently,youmayhavebetterinsurancecover
worse:becauseManpowermayexpectyoutoworkharderandmaybeless
fexible,yourrelationshipwithyouremployerisimpersonal,youmaybe
askedtoworkinotherplaces,youmayloseyourjobmoreeasily,yournet
paymaybelowerthanbefore.
2
1 Bysuggestingnomorethan50%oftheaudiencewillstillbeemployed
bythesamecompanyinfveyears.Thisgrabstheaudiencesattention
andshocksthemintochangingtheirattitudestowardsoutsourcing.
2 Whentheoutsourcingserviceproviderhiresthepeoplewhousedtobe
employedbytheclienttodothesamework.
3 a)over650b)1,500c)1,100
4 Workloadincreases:outsourcingassumesgreatereffciency.
5 Workingforseveraldifferentclientsmeansworkismoreinteresting,and
specialistfrmsprovideenhancedcareeropportunities.
6 Theknowledgedrain:whenemployeesrefuselift-outandleavethe
companyaltogether.Thiscanbeavoidedbygivingregularupdateson
theoutsourcingprocess,explainingthebeneftsfortheemployeeandfor
thecompany,andhavinganopen-doorpolicy.
3
1 b 2 g 3 f 4 h 5 e 6 d 7 c 8 a
4
isaboutto TheMelanieGriffthphaseiscoming...
miracletechnologies breakthroughapp
onlineservicejobs fnancialanalysis,research,design,graphics,
cubiclefarm
inexpensive theequivalentofyourlattebudget
knowledgeworkers smart,educated,English-speakingpeople
neverbecameintelligent thesuperbrainthatneverarrivedinsilico
incrediblyfast thespeedatwhichtheIndiantechindustryis
learningnewskillsisbreathtaking
relaxed diminished/dtente
monster siliconinvasion
repetitivejobs bookkeepers,secretaries,typesetters
theoverallresult theneteffect
reassuring Thereissomesolaceinhistory**
productstodata atomstobits
addingupnumbers datacrunching
printingdocuments thetypingpool
handlingphonecalls theswitchboard
5 and 6
Studentsownanswer
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,fexibleapproachensurestherightsolutionforyouevery
time.
3 Ourstrongandtrustedbrandisrecognizedworldwide.
4 Ourhugerangeofspecializedmedicalequipmentishardtobeat.
5 Fast-expandingandwiththousandsoffightsperday,Heathrowisa
globalairporthub.
6 Originallyamilitaryterm,logisticsoffersintegratedtransportsolutions
attherightprice.
5
Studentsownanswers
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.
7
Answer key
4
1 rawmaterials
2 fnishedgoods
3 warehouses
4 outlets
5 consumer
6 goods
7 supplychain
8 manufacturer
9 repositioned
10 retailorganization
11 salvage
12 recycled
5
Studentsownanswers
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
Studentsownanswers
3.4 Management skills Managing change
1 and 2
Studentsownanswers
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
increasingeffciency,
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,
morefexiblelegislation
fearofstakeholder
dissatisfaction,fearof
qualityissues
6
Studentsownanswers
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 WhatsomepeoplewilldoistodismissCPFRasjustthefavourofthe
month
5 Whatsreallyimportantisthattheybuyintomakingthisthingwork.
6 Thereasonweshouldrolloutthechangesinwavesistobuild
momentum.
7 Itstheirheartsandmindsthatweneedtoengage.
8 Itsgettingintothehabitofwinningthatcountsmost.
9 11
Studentsownanswers
3.5 Writing Corporate guidelines
1
Studentsownanswers
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,andonlywhenitsinseason
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
Studentsownanswers
3.6 Case study WEF Audio
1
Studentsownanswers
2
1 high-quality,traditional,reliable,perfectionistbutalsohigh-tech
perhapsaninherentconfictinthesevalues?
2 recentlyisnowapplying...afteralmost50yearsofproducingasingle
product
3 inresponsetocustomerdemand,tocreategrowth,asinsuranceagainsta
decliningcoremarket,tospreadriskbymovingdownmarketawayfrom
alabour-intensive,upmarketproducts
3
1 Non-productivefunctionslikesalesandinnovationhaveimproved.
Operationsprocesseslikeeffciencyandinventoryhavedeteriorated,
witharesultingriseinsalariesandcostofsalesandaworryingdecrease
inproftability.Customerandemployeeindicatorshavedeteriorated:
quality,deliverytimes,customersatisfaction,employeesatisfactionand
turnover.
2 Thecompanyhasfocusedondevelopingnewproductswhichhave
increasedtheworkloadandthecostofsales,producingwithlow
proftability.Customershavebeendisappointedbyfallingquality
standardsandslowerdeliverytimes.Despiteeffortstoretainemployees
withbettersalaries,staffturnoverhascontinuedtoincrease.Thechange
fromatraditionalhigh-marginproducttoanewmass-marketproduct
appearstohavebeenhandledpoorly.
3 Cuttingcosts,restoringproftabilityandimprovingcustomerand
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
Studentsownanswers
8
Answer key
4 Managing conflict
4.1 About business Management style
1
Studentsownanswers
2
1 Mostbossesthinktheydoaprettygoodjobofkeepingtheir
subordinateshappy.
Manybosseswhoarebrusquehavegenuinefeelingsfortheir
subordinates,sotheyaresurprisedwhentheylearnthatothersseethem
ascoldandinsensitive.
Fewmanagers,eventhosewithhard-drivingstyles,seethemselvesas
abrasive.
2 Notusually:Careeradviserssaythatunlessyoumodifyyourbehavior,it
isunlikelythattopmanagementwillcontinuetorewardyou.
3 Fieldmarshalsarecontrolfreakswhotendtointimidateothers.
Streetfghters,likeMrBibeault,areextremelycompetitive,withevery
interactionproducingaclearwinnerandloser.Theytypicallyinsiston
havingthelastwordandalwaysthinktheyareright.
Rebelslikebeingtheexceptiontotherule.
DrJekyllsandMrHydeshavegoodinterpersonalskillsinonepartofan
organization,buthavetroublewitheveryoneelse.
3
1 Totrytomakesomethingseemlessunpleasantthanitis.
2 MrBibeaultsdirectnessandno-nonsensestylesuitedDavidCorcoranin
general,butthereweresometimesdiffculties.
3 Theyonlyseewhattheybelievetobetheessentials,totheexclusionof
anythingelse.
4 Someonewhowantstocontroleveryaspectofasituationandwillnot
allowotherpeopletoshareinmakingdecisions.
5 Beingconstantlyreadytofghttogetwhatyouwantproduceslevelsof
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
Studentsownanswers
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
9
Answer key
3
Section1
Twoemployees,LeeandJasmine,arechosentoworkonaspecialproject
andtheyaregiventheirbrief:twoweekstocomeupwithabusinessplanfor
theirnewtargetmarket.Althoughtheyarefromdifferentdepartmentsand
donotknoweachother,theyareexpectedtoquicklyworktogether.
Section2
Whenthebossisintheroomtheyseemtogetonwell,but/althoughin
privatetheyappearsuspiciousofeachother.While/Whereas/Although
Jasmineisanoutgoingperson,Leeseemstobearatherprivateperson.
Jasmineskeyideaistofocusonapersuasiveheartsandmindsstrategyto
organicallygrowsales,and/but/while/whereasLeesplaninvolvesan
inyourfaceTV-ledcampaignaimedatgrowingsalesfast,whichJasmine
argueswouldbeprohibitivelyexpensiveandtoounsubtle.
Section3
Halfwaythroughthefrstweek,communicationhasapparentlybroken
downas/because/sincethetwoemployeescannotfndanycommon
groundtomoveforward.Jasmineinsistsondiscussingtheirdifferences,
while/whereas/although/butLeeismoreconcernedwiththedeadline.
Hewantstoquicklygetonwiththetaskitself,sotheyagreetowork
independentlyonseparateplans.
Section4
Thingscometoaheadinthemiddleofthesecondweekwhen/asJasmine
arguesthatLeeisbeingtoosecretiveandnotsharinghisideas,butLee
respondsbyaccusingJasmineoftryingtocontrolhimallthetime.
Section5
Lee,meanwhile,arguesthatJasminesplanswillnotworkbecausetobuild
brandrecognitionorganicallythroughlocalinitiativeswouldtaketoolong,
soherplansprobablywouldntwork.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
Studentsownanswers
4.3 Vocabulary Managing conflict
1
avoid
spark
defuse
resolve
escalate
2
abuyerisnotgoingtoputupwithasuppliersmistakes:5
amanagementtrainergotsomeonesbackup:8
aninterngotoffonthewrongfootwithhissupervisor:6
anassistantisfedupwithherboss:3
anemployeewhogetsonhermanagersnerves:4
someonefewoffthehandlewithacustomer:2
someoneisfedupwithanauditor:7
twocolleaguesdontgeton: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
Studentsownanswers
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
Studentsownanswers
4.4 Management skills Assertiveness
1
1 Therighttoholdyourownopinions,andtherighttoafairhearingfor
thoseopinions.
2 Therighttoneedandwantthingsthatmaydifferfromotherpeoples
needsandwants,andtherighttorefusearequestwithoutfeelingguilty
orselfsh.
3 Therighttoask(notdemand)thatothersrespondtoyourneedsand
wants,andtherighttohavefeelingsandtoexpressthemassertivelyif
youwantto.
4 Therighttobewrongsometimes,andtherighttohaveothersrespect
yourrights.
2
Studentsownanswers
3
1 a)answers=non-assertive/passiveb)answers=assertivec)answers=
aggressive
2 suggestedanswers:
non-assertive/passivenoeyecontact,nervousness,hunching,small
gestures,softvoice
assertivedirecteyecontact,goodposture,confdentgestures,clear
voice
aggressiveintenseeyecontact,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 MattinvitesLindatospendtheweekendonhisDadsboat.Linda
doesntwanttohurthisfeelings.
Lindausestechniques2and3.
5
1 backtoyoulateron?
2 thatyoufeelupset,
3 somethingoutthisafternoon?
4 toaskyouthis,
5 maybenotthebesttime,
6 seeitislikethis
7 yourownagenda,
8 anacceptablecompromise?
9 tothinkitover
10 theoffer,butnothanks.
10
Answer key
6
askingfortime:1,9
acknowledgingandbeingheard:2,5,7
offeringcompromise:3,8
expressingfeelings:4,6
sayingno:10
7 and 8
Studentsownanswers
4.5 Writing Giving Bad News
1 3
Studentsownanswers
4
Thefrstemailconcernsinteriordesignorarchitecturalplanswhichhave
metwithabadreception.Itusesbulletpoints,whichindicatesanattemptto
besuccinct.
ThesecondsoundsominouslyliketheclosureofU.K.offces,withresulting
redundancies.Itattemptstogiveasmuchbackgroundtothedecisionas
possible.
Thethirdisthenewsthatpromotionisnotgoingtobeofferedtothe
unsuccessfulcandidate.Itcouchesthebadnewsinpositiveterms.
5
Studentsownanswers
6
Strategies 1 2 3
Usesofteners,e.g.Im afraid / Unfortunately / Sadly,..,
Showempathy,e.g.I realize / I appreciate / I understand
that
Usethepassivetoavoidpersonalizationoftheissue
Discussconsequences,e.g.Thisll mean / As a result /
consequence /
Useinclusivepronouns(I, we, us,etc)todemonstrate

involvement,supportand/orteamattitude
Uselessdirectlanguage
Givespecifcfeedback
Offersuggestions
Focusonfutureaction
Avoidloadedwordsandphrases,e.g. should have /
shouldnt have / if you hadnt, etc
7 and 8
Studentsownanswers
4.6 Case study Olvea Brasil
1
Studentsownanswers
2
1 Elianasconcernsarefouremployeeswhohavebeenidentifedbytheir
managersaspotentialproblems.
2 Offciallyapeople-orientedstyle,butofteninrealityaresults-oriented
style.
3 Elianalikestohearbothsidesofthestorytoputtheissueinto
perspectiveandidentifypossibleconcernswiththemanagers
performance.
3
1 Wilson(Noproblemsinfrstyear...Sincethenhehasconsistently
disregardedprocedures...)andLuigi(justrecentlyhesbecomecolder,
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
Studentsownanswers
5 Strategic marketing
5.1 About business Strategic branding and partnering
1
Studentsownanswers
2
1b Almostalways,preferencecanonlybeachievedbydifferentiation.
2a DoingthingswellDoingthingsbetternotastrategy
3d Abrandistheconsumersanticipationforauniqueanddefned
experienceorbeneft.
4c Competitivestrategyisalwaysasimultaneousanswertotwoquestions.
Firstly,whichconsumergrouphasthepotentialtobuyyourproduct?
Secondly,whatcouldyouofferthemthatwouldhelpyourealizethat
potential?
5f devisingandimplementingawaybywhichtodeliverabeneftto
consumers
6e Thesebrandstrategiesarealsothedifferentiationthecompetitive
strategyitself!
3
1T Doingthingswellisaprerequisite,andcommendable,butnotalong-
termstrategy.
2F Nokiaofferedsomethingdifferentbyofferingproductswhichwere
fashionstatements,butthereisnoinsuranceintheworldofbusiness.
3T Preferencecanalmostalwaysonlybeachievedbydifferentiation.
4F Thisiscircumstantialdifferentiation,whichisnotlong-lasting.
5F Onlyadefnedconsumergroupitisnotabouttryingtogetthewhole
worldtoloveyourproduct.
6F ItsjustnotaBMW.
7T Inthesensethatbothexperiencesofferexclusiveandattractive
anticipation,experienceandbenefts.
8F Itsessentiallyplace
9F Perhapsinthepast,incosmeticbranding,buttodayitisnotenough.
10T Devisingandimplementingawaybywhichtodeliverabeneftto
consumers.
4
1 Runningacompanybetterthanthecompetitionisnotsuffcienttogain
along-termadvantage.
2 Ifyourbrandissuffcientlyattractive,customerswillnotwanttobuy
anythingelse.
3 Strategicdifferentiationprovidesacompetitiveadvantagewhichisnot
dependantonparticularcircumstancesofplace,time,price,etc.
4 Yoursuccessengineisthesmallgroupofopinionleaderswhoother
consumerswillfollow.
5 Starbuckspremises,whichhavecreatedanewbufferbetweenhome
andwork,arecitedasanexampleofastrategicconceptwhichallows
thefrmtobothcreateandsatisfyaconsumerneed.
5
Studentsownanswers
6
1 Becauseunlikemergersandacquisitions,partneringdoesnotinvolve
sharingequity.
2 Applescoremarketiscreativity,andNikesissport.Theybothprovide
lifestylemanagementsolutions.
3 TheydecidedtopromoterunningshoesandiPodstogether.Customers
beneftedfromreal-timeperformancedatawhiletheywererunning.
4 Theysetupwebsitestostore,processandshareperformancedata
collectedanywhereintheworld,andtoofferpersonalizedmusicto
accompanyworkouts.
5 Businesseswhichpromiselifestylebenefts;feldsliketravel,
entertainment,healthcareandfnance.
6 Businessesmustbeabletodevelopsynergywithanexternalpartners
brands,todeliveraddedlifestylebeneftstotheircustomers,andideally,
toenhancecustomerexperienceviatheInternet.
7
Studentsownanswers
5.2 Grammar Prepositions
1
1 forh)
2 byf)
3 aboutg)
4 ofd)
5 onb)
6 againsta)
7 withe)
8 intoc)
11
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 NorthAmericaCalifornia,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=
frstly,inonesituation/conversely,alternatively,incontrast
6 atlarge=allaroundtheplace,generally,everywhere;asarule=
7 inparticular=particularly,especially
8 ineffect=effectively;ofcourse=naturally,certainly
9 atallcosts=defnitely/whateverwedo
10 bythesametoken=forthesamereason,inthesameway,similarly,
likewise;aswell=also,additionally,inaddition
7
Studentsownanswers
5.3 Vocabulary Marketing
1
Studentsownanswers
2
1 brandnew
2 todeviseabrand
3 afamingbrand
4 todetectabrand
3
1 Anextremelymarketing-savvygroupthatunderstandshownumerous
companiesactivelycovettheirbusiness,theygreetnewbrandswith
intensescepticism.
BrandshaveatremendouseffectonGenY-ersbecausetheywantto
shareinandexploitbrandsemotionalappeal.Theyusethebrandsthey
supportasimportantformsofself-expressionthatcommunicatetopeers
exactlyhowtheydefnethemselvesaswellashowtheywantothersto
viewthem.
2 ItisimperativeforGen-Ybusinessestofocusonbrandstrategyand
toconnectonanemotionallevel,tocreatebrandendorsers,who
recommendbrandstofriendsandcreatethenecessarybuzzthatdrives
salesandincreasesmarketshareTheyneedtodefnepreciselywhatGen
Y-erscareaboutandwhatbeneftswillmotivatethemtobuythebrand,
byusingthestepssuggested.
4
actionbybrandmanagers:brandstrategy,brand-buildingstrategy,tobuild
abrand,fne-tuneabrand,tailorthebrand,positionthebrand,brand
position,marketabrand
consumersortheirreactions:scrutinizeabrand,infuencedbybrands,
supportandrecommendbrands,brandendorsers,brandownershipgreet
newbrands,brandendorsers,recommendbrands,
brandsthemselves:youth-orientedbrands,topbrands,emotionallydriven
brands,strongbrand,emotionallypotentbrand,successfulbrand
5
Studentsownanswers
6
1 a 2 c 3 a 4 c 5 b 6 c 7 a 8 b
7
Studentsownanswers
8
Douseimageguidelinesandtemplatestoensureaconsistentcompany
imageinallcommunication.4
DontwasteyourbudgetbyairingmessagesonradioorTVforanunder-
performingproduct.1
Doseparatelong-termschemesfromshort-termmeasures;developand
implementawellthought-outmarketingplan.6
Dontomittoinform,remind,andinspirecustomers,andgivethemreasons
andincentivestocometoyourbusiness.5
DomaximizeROIbyhighlightingasinglemajorconsumerbeneftinyour
promotionaltext.2
Doremembertocontinuetosatisfyanddelightyourcurrentclientele;
cross-sellingorup-sellingtoyourloyalcustomersismuchlesscostlythan
attractingnewbusiness.8
Dobesuretoleadwithyourstrengths:dontmakepeoplewaitforthepay-
off.3
Dontimaginethatonlinebusinessisyoursforthetaking:youalsoneedto
investintraditionalmediatodevelopasuccessfulwebstore.7
9
1 throwing,jumping
2 running,getting
3 redesigning
4 providing
5 up-front,copy
6 captive,converting
10
Studentsownanswers
5.4 Management skills Active listening
1
Studentsownanswers
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
Studentsownanswers
6
1 Hisfatistoonoisyandtoosmall,parkingisdiffcult.
2 Heisfondofthestreetwherehelives,andheseemsnervousabout
borrowingmoney.
3 SheusesappropriateresponsestowhatMr.Garciasays:sheparaphrases,
refects,empathizes,clarifes,echoes,encourages,summarizesand
focuses.
7
1 understandcorrectly,basically
2 Myguessis
3 tooclear,haveinmind
4 Toosoon?
5 Uh-huh?
6 weveestablished
7 whatIwouldsuggest
12
Answer key
8
1=7
2=2
3=6
4=3
5=1
9 and 10
Studentsownanswers
5.5 Writing Advertising copy
1
Studentsownanswers
2
Corsadynamicchassis,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
Studentsownanswers
5
1 Wellsendoffthepackagetoyouinlessthan48hours.
2 WellrevealthestrategiesthatwillhelpyougenerateaUSD2mproft.
3 Pressacentralswitch,andallthewindowsopenatthesametime.
4 Justclickonthelinkbelowformoreinformation!
5 Payjust24.99amonthforcompleteaccesstoallouronlineservices.
6 Thedoorchimefunctionletsyouknowifanyonehascomeinorgone
out.
6
Studentsownanswers
5.6 Case study Presnya Taxi
1 and 2
Studentsownanswers
3
1 Volodyaisworriedbecausetheaccountsarenottoogoodandturnover
isfallingsteadily.
2 Competitionfromfreelancers,minivans,otherformsoftransportand
traffcjams.
3 Toconsiderherideasforrethinkingthecompanysmarketingstrategy.
4 and 5
Studentsownanswers
6
Strategy
options
makecurrent,We do betterstrategymorevisiblehow?
goupmarket,e.g.limos,business-onlyorladies-onlycars?
godownmarket:cutcosts,salaries,serviceandprices,
developadvertisingrevenue
thinklaterally,e.g.taximotorbikes,equippedwith
comfortablepassengerseat,protectiveclothingandhelmet,
radiotelephone,etc.radicalsolutiontotraffc,comfortand
imageproblems?
Branding
decisions
changename,logo,etc.tosomethingmoreinlinewithtarget
customerprofle?
makeclearer,moretargetedpromisetocustomerswhat?
developnewimageandcompanyvaluestomatchnew
strategywhat?
Partnering
decisions
canwefndapartnerbusinesstoshareresourcesandcosts?
e.g.hotel/restaurantchain,airline,railway,B2B,football
club,other?
canweusetheInternettoenhancecustomerservice/
experience,perhapswithpartners?
Promotion
options
advertisingwhere,when,what?
organizeeventswhat?
shouldwehaveawebsite?
couldweusedirectmail?
whataboutsponsoringabasketballteam?
7 and 8
Studentsownanswers
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 Herecommendsfghtingtheaccusations,becausehebelieveswhoever
attacks,wins;whoeverdefends,loses.
5 Hegaveitasanexampleofhowbydefendinghimselfagainstafalse
accusation,Stevewouldstillbegeneratingnegativepublicity.
6 Avillain,avictimandavindicator.Inacrisis,ifyoucanfnda
vindicatorandbeseenasavictimratherthanaperpetrator,youare
forgivenfarmoreeasily.
4
1 Traditionalruleshandeddownfromgenerationtogenerationwithout
questioningMother Gooseisatraditionalbookofstoriesthatevery
childlearnsathis/hermothersknee.
2 Hewasburnt,hehadnochanceofrecoveringfromthemistake.
3 AlSharptonandJesseJacksonareblackreligiousleadersandhuman
rightsactivists.
4 Tostonewallmeanstorefusetogiveinformation,i.e.toobstructprogress
likeastonewall.
5 Toputlipstickonapigmeanstotrytomakesomethingunpleasantlook
moreattractivebyartifcialmeans.
5
1 Thecellphonemanufacturersstockdroppedby20%,Mercklost
roughly$750millioninthefourthquarterof2005aloneandwas
expectedtohavetopaybetween$4billionand$18billionindamages,
Perrierlostitspositionasmarketleader,andAudihadveryfewsales
intheUSmarketfortenyears.Dezenhallreferstothemasexamplesof
howcrisismanagementcanbecrucialtoacompanyssurvival(andby
implication,howeasilyhisPRcompanysfeesarejustifed!).
2 strong leaders survivorsareabletotakediffcultdecisions
feel-good gurus survivorsdonotblindlyfollowconventionalwisdom
onreputationmanagement
climate shifts survivorsarefexibleenoughtoadaptwhennecessary
guaranteessurvivorsknowtherearenoguarantees,evenwhenmajor
investmentsaremade
pain thresholds survivorsacceptshort-termlossesinreturnforlong-
termgains
baby steps survivorsdonottrytosolveeverythingatthesametime
self-knowledgesurvivorsarerealisticandobjective
the little guysurvivorsbelievethattheordinarycitizendoesnot
automaticallyhavemorerightsthanthecorporation
luck survivorssometimesgetluckybreaks
3 Inthepast,crisismanagementwasjudgedbyfnancialandethical
standards;nowacompanyshandlingofacrisisisjudgedbyitsstock
price,itsadvertisingcampaigns,itssuccessorfailureincourtandits
imageonTV.
4 Thepoliticalmodelofcrisismanagementassumesthatacrisisis
motivatedbyanopponentandmustberesolvedbyfghting,ratherthan
beingtheresultofaccidentormisfortuneandresolvablethroughgood
communications.
5 Dezenhallseemstoberathercynicalaboutthemedia:hereferstothe
hostile scrutinyusedtofll the media vacuumontwenty-four-hour-
a-day cable news,andsuggeststhatradioandTVencourageexpertsto
criticizecrisismanagementonthegroundsthatsuccessfullyresolving
crisesdoesnt make for very good TV.
6
Studentsownanswers
6.2 Grammar Perspective and stance
1
explicit:fnancial,business,global,banking,human,managerial
implicit:(suggestedanswers)economic, ethical
2
1 insimpleterms
2 Ifyouputthisinsimplehumanterms
3 Fromahumanpointofview
4 Financiallyspeaking
5 inglobalterms
6 Fromthepointofviewofthebankingindustry
13
Answer key
3
TextA:confdent,pessimistic,initiallymoreobjective,latermoresubjective
/critical/subjective
TextB:fairlyconfdent,quitecritical,subjective
TextC:quietlyconfdent(despitetentativelanguage),partlyoptimistic,
partlypessimistic,objective/sceptical
TextD:objective,apologetic,confdent
4
Studentsownanswers
5
1 Withoutdoubtyourriskmanagementplanisabsolutelyfullofholes.
2 Onbalancethestrategyhasbeenreasonablysuccessful.
3 Itlooksincreasinglylikelythatpricesmayrise.
4 Imustsaythatyoureallyshouldhavepaidmoreattentiontotherisks
involved.
5 Therearestrongreasonstobelievethattheproductisfrmlytakinghold.
6 Thereislittlelikelihoodofthesamethinghappeningtwice.
7 Wemayhavemademistakes,butwehavelearnedsomeusefullessons.
8 Insomecasessaleshavemaintainedasatisfactorylevel.
6.3 Vocabulary Risk management and digital risk
1
Studentsownanswers
2
1 Studentsownanswers
2 hazard,fnancial,operationalandstrategic
3 makesrisksmoreprominentandrealtomanagers;expandsacompanys
defnitionofrisk;improvesperceptionofgoodriskthatcanhelpa
companygrow,andbadriskthatwillonlyleadtoloss
3
hazard:fre,theft,food,propertydamage,smashingacompanycar
strategic:competitivepressures,customershortfall,misalignedproducts
operational:supplychainproblems,costoverruns
fnancial:interestrateandforeignexchangefuctuations
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
Studentsownanswers
8
1 passingofftheunauthorizedcommercialuseofacompanysbrand,
name,logo,etc.
cybersquattingregisteringadomainnamefeaturinganothercompanys
brandname
hacking-malicioussecurityincidentsorbreaches
protestissuesmanipulatingInternetuserstoprotest,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
Studentsownanswers
6.4 Management skills Communicating in a crisis
1
Studentsownanswers
2
1 Do 2 dont 3 Do 4 Do 5 dont 6 dont 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 briefysumup
8 quietlyconfdent
5
Studentsownanswers
6
1 c 2 f 3 a 4 e 5 b 6 d
7 9
Studentsownanswers
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
Studentsownanswers
6.6 Case study Prigord Gourmet
1
Studentsownanswers
2
1 N 2 F 3 T 4 N 5 N 6 N
3
Studentsownanswers
14
Answer key
4
1 WashingtonPoliceDepartment
2 TwoFrenchcitizenshavebeentakentohospitalwithsuspectedfood
poisoning
3 Areyouawareofanyothersimilarcases?Howdiffcultwoulditbefor
someonetogetaccesstoyourproduct?
4 Strychninepoisoning
5
Studentsownanswers
6
1 ThetwopeopleinWashingtonaremakingagoodrecoverythe
strychninedosewastoolowtobefatal.
2 TherearethreemorecasesinHongKong.Theanimalrightspeoplehave
hackedintothewebsiteandleftamessageaboutthepoisoningsbut
theyclaimtheydidntdoit.
3 Callapressconferenceforthenextafternoon;makeashortstatement,
andthentakequestions.
7 and 8
Studentsownanswers
7 Investment
7.1 About business Investing responsibly
1
Studentsownanswers
2
1 True
2 False.Changeliketounlike.
3 False.Examplerewrite:Thephilosophywasformulatedbyfunddonor
CharlieMichaelsandHaasprofessorKellieMcElhaney.
4 True
5 False.Examplerewrite:Themainaimisforstudentstolearnhowto
fundandworkwiththedevelopmentofsmallenterprises.
3
b
4
Studentsownanswers
5
Extractsexpressinganevaluation/opinion:
It is defnitely 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:defnitely, obviously
Furtherexamplesofopinionandevaluation:
its 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,
Its 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,andfnancialperformance,socialinvesting,social
entrepreneurship,sociallyresponsibleinvestmentfundsatuniversities,
sociallyoriented
7
gainingsteam=achievingmomentum(likeasteamtrain)
afurryofnewelectives=asuddenorshortrushofstudentsoptingtotake
anacademiccourse
studentsareclamouringtoapplytheirknowledgeinthisfeld=studentsare
veryeager(demanding)toputtheirknowledgeintoaction
puttingyourmoneywhereyourmouthis=practisingwhatyoupreach;
doingwhatyousayyouwilldo
thebothlamentedthewaysociallyresponsiblefundsarerun=they
expressedsorroworregretaboutthewaysociallyresponsiblefundsare
managed
putourstakeintheground=toclaimorsecuresomethingasonesown
(fromtheactivityofstakingoutaplotofland)
makeadentinglobalpoverty=reduceglobalpoverty
8
Studentsownanswers
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 Mayyouhavethebestofluckwhenyoureoutthereyoullneedit!
6 Onlybyfocusingcloselyonriskwasheabletoavoidhugelosses.
7 Werethemarketsreallyto/toreallytakeoff,wellbesettomakemajor
gains.
8 Notonlydidyoufailtomakeanygains,butyoualsolostnearlyallour
money.
9 WhyI(do)disagreewithyouisthatyouignorefundamentals.
10 Onnoaccountmustwegiveintotheirdemands.
3
1 Wordsarenotwhatweneed,itsaction.
Actionratherthanwordsiswhatweneed.
Whatweneedisactionratherthanwords.
2 ThereasonwhyImheretodayistodiscussmypromotionprospects.
WhatIwanttodiscussheretodayismypromotionprospects.
MypromotionprospectsarethereasonwhyImheretoday.
3 NomarketismoreimportantforrawcommoditiesthanChina.
WithoutdoubtthemostimportantmarketforrawcommoditiesisChina.
Chinaisundoubtedlythemostimportantmarketforrawcommodities.
4 Whatimpressesmemorethananyotherqualityisyourattentionto
detail.
Thequalitythatmostimpressesmeisyourattentiontodetail.
Iammoreimpressedbyyourattentiontodetailthananyotherquality.
5 AllIwantyoutodofrstisonlylisten.
TheonlythingIwantyoutodofrstofallislisten.
Justlistenthatsall/whatIwantyoutodofrst.
6 Whatyoushouldneverdoisborrowtoinvestinequities.
Undernocircumstancesshouldyouborrowtoinvestinequities.
Onethingtoavoidatallcostsisborrowingtoinvestinequities.
4
1 absolutely
2 indeed
3 utter
4 such
5 whatsoever
6 Regrettably
7 do
8 rather
5
Studentsownanswers
6
WhatIparticularlywanttotalkabouttodayis...
Thereasonforwantingtofocusonthisismainlybecause...
Whatwevefoundovertheyearsisthat...
Werethebusinessschoolstofocuson...
Idowanttoemphasizeatthispointthat...
Shouldyouhaveaccesstoahugeamountofmoney...
Undernocircumstancesshouldyou...
Whatyouneedaboveall...is...
Nosoonerdoyou...than...
Whatyouredoingis...
Notonlydoyouneedprogrammersandlawyers,butalso...
Onlythendoyouhave...
Whatinvestorswanttoseeis...
7 9
Studentsownanswers
15
Answer key
7.3 Vocabulary Investment choices
1
Studentsownanswers
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
Studentsownanswers
7.4 Management skills Decision making
1
Studentsownanswers
2
1 e 2 g 3 c 4 b 5 h 6 d 7 a 8 f
3
A4B5
4
1 1Defnethecriteria2Identifytheoptions3Weightthecriteria4Make
thedecision
2 ClaireprefersNice,BernardprefersLyon.
3 Yes.(Its pretty black and whiteandIt seems an open and shut case.)
5
1 Whatconditionswouldweneedtosatisfytofndtheidealsolution?
2 Weneedtodrawadistinctionbetweenessentialrequirementsand
desirablecharacteristics.(or)Weneedtodrawadistinctionbetween
desirablecharacteristicsandessentialrequirements.
3 Canwequantifythatmorespecifcally?
4 Letsconsiderallouroptions;canwedrawupalist?
5 Doesthatcovereverything,orarethereotheravenuesweshould
explore?
6 Wherewouldyouputcostonascaleofonetofve?
7 Costisntnearlyascriticalasworkforce;Idonlygiveitathree.
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
Studentsownanswers
7.5 Writing Financial reporting
1
1 a)combatb)healthc)waterd)sportse)weather
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 intherightplacepositive/cautious
2 starttodealwithanunpleasantordiffcultsituationpositive
3 usedinhorseracing:wherethewinnersgoaftertheracepositive
4 returnpositive/cautious
5 staywhereyouarepositive/cautious
6 ifthingscangetworsenegative
8
Studentsownanswers
7.6 Case study Lesage Automobile
1
Studentsownanswers
2
1 Becauseheaimedtoproducealow-costvehicletargetedatdeveloping
countries,butWesternbuyersclamoredforthecar.
2 Itisaroomyfve-seaterwithapassenger-sideairbagandathree-year
warrantywhichstillsellsforabouthalfthepriceofitscompetitors.It
meetsademandforutilitariancarsinthecontextofEuropesdiscount
mania.
3 Bystrippingthecarofcostlydesignelementsandsuperfuous
technology,avoidingelectronics,usinganadaptedplatformwhichis
cheaptobuildandeasytomaintainandrepair,slashingthenumber
ofcomponentsbymorethan50%,assemblingalmostentirelywithout
robots,andtakingadvantageoflowlabourcostsinRomania.
4 Studentsownanswers:perhapsbyfollowingsuitlikeVolkswagen,or
cuttingcostsevenfurtherlikeTata,ormaybejustbystrengtheningtheir
positionsintheirtraditionalmarkets.
3
1 AmeliaisamemberoftheLesagefamily,andpresumablythePresident
orCEO.
2 Mikhailisinfavourofnotgoingdown-market,oriftheydo,stripping
downanexistingmodel.Hissuggestionofrebadgingisironic.Jacksits
onthefenceandgivesverylittleindicationofhispreferences.
3 TheyaredrinkingaffordablecoffeeaspartofAmeliasno-frills
campaign.
4
1 refusetogodownmarketinvestinquality,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) unionsreactionandmorale
f) fnanceliquidity,debt,equity?
6
Studentsownanswers
16
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=fnalize
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 commencekickoff
2 erodeeatinto
3 continuecrackonwith
4 enterbreakinto
5 diversifybranchout
6 producecomeupwith
7 protectshoreup
8 initiatestartup
9 dilutewaterdown
10 surrenderbowto
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,suchaseforelectronic,to
existingwords,e.g.e-commerce;combiningoldwordsandaffxes
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
combiningoldwordsandaffxestocreatenewwords:presenteeism,
downsize
blends:Coca-colonization,infonomics,blog,agfation
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 thatthereasonforEuropescontinuationinthetalkswasbecause
EuropewasafraidthattheUSAwouldunplugitselffrom
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
theconsequencesofthetalksbreakdown,i.e.theweedsofunworkable
grandplans),more political puffery than economic substance(again
critical)
2 theEuropeanUnionandNAFTA:Regionalisms only big successes are
the EU and the North American Free Trade Agreement(aclearlystated
argumentinfavourofthesetwogroupings)
3 JapansbigideaandFredBernsteinsidea,theseschemesareno magic
bullets(ametaphorforaquick,effectivesolution),inotherwords
Japansbigideaisnotaneffectivesolution.
5
Paragraph6containsalotofevaluation,allofwhichcontributestothe
writersscepticalstancetowardstheconceptofregionalgroupings:also
defes abundant evidence to the contrary; remain dreams; are moribund;
South Americas Mercosur is in trouble, as are its talks ; Disputes
have dogged ; South Asias plans for a customs union look like a joke;
Regionalisms 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
whichareessentiallythewritersopinion.
6
Studentsownanswers
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
17
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;agfation=agriculture+infation;downsize=
througheconomicnecessityreducetheworkforceandassetsofacompany
crusade=anaggressive(marketing)campaign
dotcom=companywhichdoesitsmainbusinessovertheweb
dollarize=togetridofacountryslocalcurrencyandgoforthedollar;
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=aneconomylikethecoffeefrothyontop,fat
underneath;goldilockseconomy=nottoohot,nottoocold,justright;tiger
(economy)=afast-growingeconomywhichisdynamiclikeatiger
3
1 Oxbridge=OxfordandCambridge(universities)
2 wikinomics=wiki+economics
3 fexicurity=fexibility+security,asintheDanishjobsmarket
4 genericide=generic+-icide,i.e.killingbrandsbybecomingthewordfor
allproductsinthatcategory,e.g.aspirin,iPod
5 stagfation=stagnant(growth)/stagnation+infation
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,heterofexible)
7 CXOs
8 Wal-Marteffect
8.4 Management skills Leading the team
1
Studentsownanswers
2
1 a)specialistb)resourceinvestigatorc)coordinatord)shapere)monitor-
evaluatorf)teamworkerg)implementerh)completer-fnisheri)plant
2and3studentsownanswers
4 suggestedanswers:byrecruitinganddelegatingwhennecessary,
defningresponsibilities,empoweringteammembersinparticularareas,
motivating,encouragingandcoachingteammemberstotakeonnew
roles,takingonmissingrolesthemselves
3
coachingacompleter-fnisher: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
Studentsownanswers
8.5 Writing Formal invitations
1
Studentsownanswers
2
1 TalkonThePriceofTrade
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,Tims50
th
birthday,aneveningoffashionand
food.
Time;onSaturdayevening,from22.0023.00,around7pm.
Dress;Blacktieoptional,Businessattire,Smartcasualfne,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:itisntnecessary
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
Studentsownanswers
8.6 Case study The cartel
1
Studentsownanswers
2
1 TheholopioneersareHoloplayPLCandThreeD-VisionInc.Theyare
thetwoprotagonistsintheformatwarforthelucrativenewhologram
videomarket.
2 Therecanbeonlyonereferstopreviousformatwarsbetweenaudio
andvideotechnologieswhereasingletechnologyalwaysbecomesthe
dominantstandard,makingitscompetitorsobsolete.Thereisalsoa
culturalreferencetotheHighlanderflmandTVseries.
3 Initiallysupplywaslimited,sopriceswerehighanddemandwaslow.
Demandisnowgrowinginspiteofthecurrent$3000pricetag.When
greaterproductioncapacitymeansthatsupplyexceedsdemand,analysts
expectthatpriceswillfall.
4 TheduopolyisexpectedtocontinuebecauseHoloplayandThreeD-
Visionholdwatertightpatentsfortheirrespectivetechnologies,and
becauseoftheuncertaintyoverwhichformatwillbecomethestandard.
5 Thearticlesuggeststhatoneofthetwoplayerswillhavetoreduceits
marginssignifcantlyinordertoacquireadominantpositioninthe
globalmarket,especiallyinAsia.
3
1 D 2 T 3 D 4 F 5 T 6 T
18
Answer key
4
1 Thisisopentodebate:themainpointisthestrategicchoicebetween
volumeandmargin.Bothcompanieswillprobablywanttoclaimasbig
ashareaspossibleofthedevelopedmarkets(Europe,NorthAmerica,
Oceania)beforetargetingmuchlargervolumesbutlowermarginsinthe
restoftheworld.
2 Possiblestrategiesmightincludeagreeingtokeeppricesreasonablefor
theconsumer,agreeingtodevelopcross-formatcompatibleapplications,
agreeingonapolicyoftransparencyontechnicaldevelopmentsand
specifcations,collaboratingonR&Dtoprovidemorechoiceand
versatilityfortheconsumerandagreeingtoputanequalpercentagesof
proftintoR&D.
5
Studentsownanswers
19
Answer key
Review 1
(page 30 in the Students Book)
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,refective,responsive,
sensitive
-ful careful,cheerful,helpful,powerful
-ant observant
-ent confdent
-worthy trustworthy
-ic energetic,idealistic,sympathetic
7
1 frustrated
2 reputation
Review 2
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 probablywont
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 itsajungleoutthere
4 thebottomline
5 reluctanttodelegate
6 hands-offapproach
7 favourofthemonth
8 hitthegroundrunning
Review 3
3 Supply chain
1
1 power
2 supply
3 Diffculties
4 backdrop
5 suppliers
6 reform
7 chains
8 consumers
2
1 Itremainsunclearwhichparticularcountries
areaffected.
2 Thereportfocusesparticularlyoncoffee
retailerswhomeettherefreshmentneedsof
offceworkersincitiesworldwide.
3 Ouraimistofndaninexpensivepieceof
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
recentlydiversifedourproductportfolio.
3 Thereasonwedecidedtooffshoreour
productionfacilitytotheFarEastwastocut
costs.
6
1c Returns
2d Stales
3a Unsaleables
4f Stockouts
5e Scan-basedtrading
6b Cradle-to-grave
Review 4
4 Managing conflict
1
1g2d3e4a5h6c7b8f
2
1 Youneedtokeepabackupcopyincasethe
originalgetsmislaid.
2 Whilesometasksaretoodiffcult,othersare
weird./Sometasksaretoodiffcult,while
othersareweird.
3 UnlessyoumeetthedeadlineIwontbeable
toassessyourwork.
4 Reachforthemicandstartspeakingassoon
asyoustepuponthepodium./Assoonas
youstepuponthepodiumreachforthemic
andstartspeaking.
5 ImissedthedeadlinebecauseIdidntactually
knowaboutit.
6 YoucantakeFridayoffprovidedyoumake
upthetimenextweek.
7 AlthoughSimonehadfuandwasrun
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
1
1 Wheredoyouthinkbrandingcomesfrom?
2 Whosemarketingstrategyseemsless
attractivethanwhatyoucanoffer?
3 Howdoesyourbrandstrategydifferentiate
youfromthecompetition?
4 Whichsocioeconomicordemographic
characteristicsdefneagroup?/Which
characteristicsdefneasocioeconomicgroup
ordemographic?
5 Whatdoyoumeanwhenyousaystrategyis
power?/Whenyousaystrategyispower,
whatdoyoumean?
6 Whyisstrategicthinkingabetterchoicethan
frefghting?/Whyisfrefghtingabetter
choicethanstrategicthinking?
7 How,then,areyousupposedtocompete?/
Howareyousupposedtocompete,then?
8 Whatcanyoudothatwouldensureyou
succeed?
20
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 refectingwhattheotherpersonfeels
6 summarizing
7 notsayinganything
Review 6
6 Risk management
1
1 relaunch
2 recover
3 fght
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:tremendouslydoesnotcollocate
2 correct
3 correct
4 incorrect:necessarilydoesnotcollocate
5 correct
6 incorrect:simplydoesnotcollocate
7 incorrect:explicitlydoesnotcollocate
8 incorrect:forcefullydoesnotcollocate
Review 7
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 Wereweinastrongerpositionfnanciallywe
mightbeabletoincreaseourbid.
6 ThecandidatewehaveappointedisMaurice
DArby.
7 Nosalesexecutivehasperformedbetterthan
SandraNotham.
8 Theissuethatmostconcernsmeislackof
professionaldiscipline
3
1 premiumpricedproduct
2 risk-averse
3 putallyoureggsintoonebasket
4 bluechipcompanies
5 diversifedportfolio
6 boostrevenues
7 marketvolatility
8 theherdinstinct
9 lackoftransparency
10 bricksandmortar
4
1 outoftherunning/equation
2 amakeorbreakfactor
3 itstandstoreason
4 outoftheequation/running
5 thebeallandendall
6 thefguresspeakforthemselves
7 itsprettyblackandwhite
8 itsanopenandshutcase
5
1 carving
2 stepping
3 generate
4 underpinned
5 forecasting
6 beaten
7 trading
8 boosted
Review 8
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
21
Answer key
Grammar and practice
answers
(pages 118 and 119 in the Students Book)
1
1 tobuild
2 intend
3 be
4 vebeenlearning
5 velearnt
6 dontenvisage
7 totake
8 hassuggested
9 smartenup
10 put
11 m
12 towatch
2
1 looked
2 haventrisen
3 had
4 aregetting/havebeengetting
5 drawnup
6 are
7 was
8 veasked
9 mwaiting
10 Haveyouwritten
11 need
12 didntadvertise
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:givensharesthesame
hadasleftbotharepastperfect]
7 hadlistened
8 were,dhavebeenhit
9 hadbeen
10 hadntbeen
5
1 agreatdealofresearchhasbeendone
2 persist
3 domanypeoplebelieve
4 employeeswhohaveachievedaspecifc
degreeofsuccess
5 employeesmaywantsuchrewards
6 Intrinsicmotivationplaysamajorrole
7 isnotaffectedbyexternalrewards
8 canhelpthemselves
2 Corporate image
1
1 meet
2 areexpectedtofocusmainlyon
3 issettoaskfor
4 islikelytoseek
5 leaves
6 cantackle
7 couldsignifcantlyworsen
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 wont
3 should
4 shouldnt
5 must
6 Shall
7 oughtnotto
8 may
9 shall
10 could
5
1 Thereislittledoubtthattheplanwillfail.
2 Itiswidelybelievedthatthecausesof
infationarerisingcommodityprices,butits
notthatsimple.
3 Iwouldarguethatweneedourcustomersto
loveusmore.
4 Youmight/maywant/wishtoconsider
talkingtohimaboutit.
5 Shemaywellhavegotthesumswrong.
6 Theyllbe/theymustbeworkingonitnow.
7 Itshighlyunlikelythathelleverconvincethe
CEOtochangeourlogo.
8 Thereisnorealpossibilitythattheoutcome
willbepositive.
6
1 aThisismoreobjective,whiletheothertwo
choicesaresubjective,i.e.theopinionofthe
speaker.
2 bThisislesscertainthantheothertwo
choices.
3 bThisissignifcantlymorelikelythanthe
othertwochoices.
4 cThereisnocontrastinthischoice,unlike
theothertwo.
5 aThisislesslikelythantheotherchoices.
6 bChoicecparaphrasesa,whilethischoice
hasadifferentmeaning.
7 cThischoiceismuchstrongerthantheother
two,whicharemoretentative.
3 Supply chain
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 aninnovativeapproachcalledfromthe
shelfback,
5 anunavoidableriseinoperatingcosts
6 anever-increasingrangeofsizeformats.
7 allthedifferentsizevariationsofteaorrice
soldatyourlocalstore.
8 thisprincipleofsizevariationisappliedto
9 Thealternativeapproachadoptedbythe
massivecontainershippingindustryi
10 oneofthemostchallengingissuesfacing
supplychainmanagers
3
1 thatweshouldadopt/whichisthemost
viable/Ivedecidedon
2 thatwouldbebestforthejob/Ibelieve
wouldbeanoutstandingleader/whoIthink
isthestrongestcandidateforthepost
3 wheretransportlinksareoptimallysited/
thathasthestrongesttransportlinks
4 whosevisionisalignedtoours/thatnever
letsusdownIhavealwaysadmired/who
buildslong-termrelationswithcompanies
5 Iwontbeabletomeetthedeadline/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
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)
22
Answer key
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 justbeforethefnalwhistle(h)
5 excepttoescapeinemergencies(f)
6 inthelightofwhatyoujustsaid(c)
7 forbetterorforworse(g)
8 inplayingthesaxophone(b)
6 and 7
WH-QUESTIONS:2Whatareyoulookingat?
PASSIVEFORMS:6Iknowhisworkisbeing
lookedafterbyatempwhilehesaway.WhatI
wanttoknowis,whosthetempbeinglooked
after by?
RELATIVECLAUSES:3ThesubjectIwantto
talktoyouabouttodayis
EXCLAMATIONS:5Whataterriblesituation
shesendedupin!
WH-CLAUSES:4WhatIwouldliketofocuson
thismorningis
INFINITIVECLAUSES:1Hesverydiffcultto
workwith.
8
1 barring
2 considering
3 amid
4 versus
5 pending
6 akinto
7 notwithstanding
8 regarding
6 Risk management
1
1 Intermsoffnance,thewholeprojecthas
beenadisasterwevelostabout$60,000so
far.
2 Asfarasethicsareconcerned,wewillneed
tomakesurethereisnoconfictofinterest.
3 Fromthepointofviewofthecompanythe
planlooksgreat,butfroma(purely)personal
perspective/pointofviewIwouldquestion
ititmeansIvegotmoreresponsibilitybut
noextramoney.
4 Technologicallyspeaking,theharbourbridge
isanamazingfeatofengineering,butthey
certainlybrokethebankinbuildingit.
5 Toputthisintoa/itshistoricalperspective,
wewouldbethefrstcompanyevertohave
suchafar-reachingpolicyinplace.
6 Ifwe(could)lookatthisfromaculturalpoint
ofview/perspective,itsariskyproposition
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 Thetargetconsumersaredefnitelynot
goingtopaythatsortofmoneyforour
software.
5 Regrettablytheflescontainingpersonal
datahave/Theflescontainingpersonal
datehaveregrettablybeentemporarily
mislaid.
6 Without doubtItis/Itiswithout doubt the
bestdecisionformaximumgrowth.
7 Youhavecertainly triedhard.Butyou
actuallyhaventachievedasatisfactorylevel
ofsuccess.
8 To my mindtheyshouldneverhaveallowed
it.
9 In my viewitwontwork.
10 Apparentlytheyvegotthelegalsideall
takencareof.
11 In actual factitsaprettygoodplan.
12 Illdefnitelybackyouupshouldyouneed
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 Defnitely
2 Thus
3 overall
4 so
5 totally
6 basically
7 Next
8 ultimately
7 Investment
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
companysfuturewellbeing.
4 Onlybyresortingtounderhandtactics
wouldwebeabletowinandwerenot
goingtostoopthatlow.
5 Undernocircumstancesshouldyouput
morethan10%ofyourassetsintothatfund.
6 WhereIwouldmakechangeswouldbein
theareasofresponsibilityandaccountability.
7 RarelyhaveIwitnessedsuchfrmnessinthe
teethofsuchopposition.
8 HowIwouldapproachtheproblemis
irrelevantitsyourdepartmentandyour
responsibility.
9 Shouldtheynotrespond,wedohavea
secretPlanB.
10 Theproductiswhatweneedtofocuson,
nottheprocessitself.
3
1 to
2 not
3 to
4 do
5 what
6 to
4
1 Alsoclearlysignifcantisthedipinconsumer
confdence.
2 Shouldyoueverneedanyfurtherassistance,
pleasedonothesitatetocontactus.
3 NeveragainwillIgotosomuchtroublefor
solittlegain.
4 Notonlydidhefailtoturnupontime,but
neither/nordidheapologise.
5 Farmoreseriousappearstobethe
infationaryrisk.
6 HadIcaughtmyfightIwouldnothave
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
23
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
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
justfrmuptherefreshmentarrangements
withthecaterer?
4 Demandshouldreallytakeoffinthemonths
ahead.
5 Yourbrainstormingsessionwontwork
callitoff.
6 Isuggestweputoffthatstaffaway-dayweve
beentalkingaboutuntilthingshavesettled
downabit.
7 OK,nowgetintosmallgroupsandcomeup
withthreeinnovationswecanallbuyinto.
8 Iknowwevecomeupagainstalotof
problemsrecently,butwedoneedtoputall
thisbehindusandmoveforward.
9 Nowcomeon/Comeonnoweveryoneits
timewedidawaywithallourchecksand
balancesandjusttrustedeachothertojust
getonwiththejob.
10 Ivejustthoughtoftheperfectideawork
onyourlanguageskills,thenwecando
awaywithourtranslator.
11 Laydowntheprocedure,spelloutexactly
whatwehavetodo,andthentheywont
haveanymorereasontomakeoutitwasnt
clear.
12 Stressed?Cantdealwithit?Talkto
Madeleineandshellsortitalloutforyou.
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
valuabletimewevegotalotofitemstoget
throughthisafternoon.
3 Somanyissuescameupfromthatsession
theresjusttoomuchformetotakeinright
now.
4 First,weighuptheissues,thenputtogether
yourplan.
5 Dontgivein/upsoldieronuntilthejobs
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)

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