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Business English NEW
8 COMPLETE
NOW WITH ONLINE PRACTICE ISBN 978-1-62284-848-5
9 781622 848485
B2.1
Business English
8 COMPLETE
Berlitz Languages, Inc. Princeton, NJ USA
Writer: Denise Kruelle
We would like to thank the many Berlitz instructors and staff who have contributed to the creation of this course. Disclaimer: Brands and company, product, and service names mentioned in this publication are for identification purposes only, and are not affiliated with Berlitz. All trademarks and registered trademarks are the property of their respective owners.
Copyright© 2018 Berlitz Languages, Inc. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without permission in writing from the Publisher. Berlitz Trademark Reg. U.S. Patent Office and other countries Marca Registrada ISBN: 978-1-62284-848-5 First Digital Edition — August 2018
For use exclusively in connection with Berlitz language instruction. Berlitz Languages, Inc. 7 Roszel Road Princeton, NJ 08540 USA
WELCOMES YOU TO
Business English 8 Complete
Berlitz English is the fastest, the most practical, and the most enjoyable way to learn English. To get the most of your English program, you should …
• attend all your scheduled classes • do all online and customized practice assignments • review each unit after class • preview each unit before class • practice speaking English anytime you can • visit English websites to learn more about unit topics • read English magazines, books, and newspapers • watch videos, movies, and TV programs in English • try to speak and learn more English every day! If there is anything we can do to make your learning more successful and enjoyable, please let us know. We’ll do everything we can to help you reach your goals.
We wish you great success with your English studies!
The Berlitz Team
©2018 Berlitz Languages, Inc.
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For Students... Student Guide Features
A lesson-specific speaking goal begins the lesson with a clear, achievable learning objective. Each unit of instruction starts with a summary of key vocabulary and expressions and additional language that will be necessary to master the unit’s speaking goal in a clear, concise manner. Each activity in the unit is clearly labeled with the skill or language point being targeted, setting the perfect tone and encouraging focus for immediate success. Listening activities offer opportunities to listen and respond to language in real-life contexts. Audio scripts for each listening activity are included. Interactive activities can be completed directly in HTML versions, and all answers are recorded online for easy access on the go.
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©2018 Berlitz Languages, Inc.
Additional Features and Components
The Student Materials Portal provides access to online and downloadable Student Guides, and enables the student to monitor and track progress throughout the course. Online Practice, also available via the Student Materials Portal, provides interactive review and exercises that can be accessed on mobile devices or online in order to practice any time, any place. Review Units present an opportunity to review and practice skills in class, including speaking, listening, reading, and writing. Audio CDs and downloadable audio files provide in-class and on-the-go listening practice, depending on the type of package selected.
©2018 Berlitz Languages, Inc.
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CONTENTS
viii
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
1
Describe a company’s vision and mission
1
Company's visions and missions
to be + infinitive. For example: Our mission is to provide patients the highest quality diagnostic testing. We are to discuss it at next week’s meeting.
2
Describe a company’s culture
5
Company's cultures
Terms related to company culture Adjective endings: -ic / -ical (extension)
3
Discuss ways to implement change
10
Implementing change
It makes me (feel) …
4
Conduct a meeting
14
Meetings I: Chairing
References with of which, whose Verbs that collocate with meeting. For example: to adjourn a meeting. (extension)
5
Involve participants in a meeting or discussion
19
Meetings II: Participation
Uses of to make. For example: to make sense, to make up (your) mind, to make a fool of yourself, to make a decision, to make a suggestion. Phrases for encouraging discussion Asking open questions to elicit comments
6
Handle meeting disruptions
24
Meetings III: Disruptions
Polite demands or requests Pronunciation: Using intonation to change tone
7
Wrap up a meeting
28
Meetings IV: Conclusion
Expressions used when wrapping up a meeting or discussion Nouns from phrasal verbs. For example: wrap-up, handout, sellout, crackdown, holdover, intake, letdown.
8
Describe your core business
32
Business activities and processes
Adding emphasis using It + to be + relative pronoun. For example: It was Barry who suggested … Verb suffixes: -ize (-ise UK), -ify
©2018 Berlitz Languages, Inc.
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
Strategy
Gerunds as subjects. For example: Licensing would give us access to a bigger market.
9
Describe growth strategies
36
10
Review
41
11
Draft a proposal letter
53
Writing proposals
Expressions used in proposals: considering, owing to, moreover, furthermore Only if vs. even if
12
Suggest ways to promote innovation in the workplace
58
Innovation and employees
Placement of frequency adverbs
13
Discuss innovation strategy
63
Innovation strategy
Questioning the status quo
14
Discuss product life cycles
69
Products I: Life cycles
The future in the past: When we launched the FlexiTab, we were predicting sales of over $500,000, but we only reached sales of $400,000 in our first year.
15
Describe the development of new products
73
Products II: Development
Stating figures: 9 out of 10; 8 in 10; The ratio of satisfied customers to delighted customers is six to two; There are two delighted customers for every six satisfied customers.
16
Place a service call
77
Service calls
Simple past vs. present perfect vs. past perfect Describing sounds and noises. For example: beep, buzz, squeak, bang, click, grind, hum, ping, thump, whir.
17
Make an after-sales service call
80
After-sales service
Phrases for making an after-sales call Gerunds with possessives. For example: Would our sending you a full refund fix the problem? The managers liked Henry’s handling of the situation.
©2018 Berlitz Languages, Inc.
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x
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
18
Present ideas for using social media for business
84
Social media
few vs. a few; little vs. a little
19
Describe export strategy
88
Export
Terms related to export and trade
20
Review
92
21
Discuss the effects of free trade
104
Free trade
Presenting arguments using by + -ing. For example: By paying subsidies to farmers, the government is helping them to compete in the world market.
22
Network at a trade show
108
Trade shows
Simple present vs. present progressive vs. present perfect vs. present perfect progressive Pronunciation: words ending in -ate. (extension)
23
Assess and follow up on a lead
114
Follow-up
Making initial follow-up calls Following up in writing Multiword phrasal verbs. For example: to go through with, to follow up on, to get through with, to live up to, to get back to, to put up with, to miss out on. (extension)
24
Decide on an approach to a negotiation
119
Negotiations I
Responding to ploys Idioms and expressions with hard. For example: no hard feelings, to learn the hard way, to take a hard look.
25
State the objectives of a negotiation
126
Negotiations II
Reframing. For example: Your request is a challenge, not a problem. The glass is half full, not half empty.
26
Make and respond to offers
131
Negotiations III
Language of offers in negotiations
27
Overcome obstacles during a negotiation
136
Negotiations IV
Giving an update Being noncommittal Overcoming obstacles
©2018 Berlitz Languages, Inc.
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
Negotiations terms from poker. For example: poker face, to fold. (extension)
28
Discuss changes in the workplace
141
Work environment
Adding information: furthermore, moreover, besides (that). For example: The typical 9-to-5 workday will disappear. Furthermore, more employees will work from home.
29
Discuss changes and trends in the job market
146
Job market trends
Making suppositions: I suppose …, I imagine …, It may be due to …, It could be a result of …, Perhaps …
30
Review
151
31
Discuss the impact of external factors
166
Conjunctures
Describing implications: modals + adverbs. For example: If we increase prices, customers may possibly shop elsewhere.
32
Discuss global trends
171
Global trends
Future perfect Time expressions used with future perfect Adjective suffixes: -able and -ible
33
Assess options while considering business ethics
176
Business ethics
Evaluating options. For example: Is this the best course of action? Is it in line with our values?
34
Discuss the benefits of corporate social responsibility
180
Corporate social responsibility
Terms and expressions related to CSR Describing benefits
35
Discuss attitudes toward whistle blowing
185
Whistle-blowing
Stating circumstances: Review of unless, if and only if, (not) even if, under no circumstances, by no means
36
Describe the attributes of a leader
189
Leadership I
Personal qualities and traits of leaders
©2018 Berlitz Languages, Inc.
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xii
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
37
Describe leadership styles
195
Leadership II
Terms to describe styles of leadership: authoritarian, participative, delegative Giving advice
38
Offer and respond to congratulations
199
Congratulations
Offering and accepting congratulations Prepositions (review): for, in, of, on, through, up, with, within (extension)
39
Bid farewell to colleagues
205
Farewells
Tenses used to talk about the future (review) Expressing rumors
40
Review
213
Complete Audio Scripts
A-1
©2018 Berlitz Languages, Inc.
UNIT 1 In this lesson you will ...
Describe a company’s vision and mission
Vocabulary & Expressions
Grammar Item
vision mission compass interchangeable distinct to spell out
to be + infinitive. For example: Our mission is to provide patients the highest quality diagnostic testing. We are to discuss it at next week’s meeting.
succinct inspirational to attain practically folk tunnel
WARM-UP – Do you really think we need to come up with vision and mission statements? – I do. They are the maps that show us where we want to go and how we plan to get there. – But isn’t that why we have goals and action plans? – In part. But we should always keep in mind the big picture. That’s what the vision and mission statements will help us do. – So, more like a compass, then—keeping us pointed in the right direction.
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s vision and mission • Unit 1 | 1
LISTENING
1
Defining vision and mission A vision statement: • defines an organization’s • creates a
of what the organization wants to
• gives
and
to the organization’s
• is usually short and
and is written in an
• helps members of the organization feel proud,
manner , and
A mission statement: • defines an organization • spells out:
the organization does;
it does it for;
it does what it does
• focuses on the • gives members a better perspective on purpose
they are
the organization
its
READING Vision and mission statements 1. Our is a world in which every child attains the right to survival, protection, development, and participation. 2. Our
is to organize the world’s information and to make it universally accessible and useful.
3. Our is to provide a global online marketplace where practically anyone can trade practically anything, enabling economic opportunity around the world. 4. Our
is a computer on every desk and in every home.
5. Our
is to give ordinary folk the chance to buy the same things as rich people.
6. Our
is to be the #1 hospitality company in the world.
2 | Describe a company’s vision and mission • Unit 1
©2018 Berlitz Languages, Inc.
GRAMMAR The organization’s mission is to promote world peace
DEFINITE PLANS Our vision is to be the world’s best service provider. My goal is to finish by the end of the month.
FUTURE EVENTS (NEWS REPORTING) Construction of the tunnel is to begin in April. The witness is to appear in court tomorrow.
FORMAL ORDERS OR INSTRUCTIONS Visitors are to sign in at the reception desk. You are not to make any decisions without me.
FORMAL OR OFFICIAL ARRANGEMENTS The president is to visit Sweden later this month. The delegates are to stay at the Continental.
CONDITIONS If we are to achieve our mission, we must innovate. If they are to turn things around, they must act soon.
– If you are to reach your goals, you may need to rethink your current strategy. – Any ideas? – Perhaps you should be thinking more long-term. – How’s the vision statement coming along? – This is what we have so far: “Our vision is to be the #1 company in the industry.” – Hmm. Not exactly original, is it?
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s vision and mission • Unit 1 | 3
PERFORMANCE Our mission is to … You work for a company that has always had a corporate vision and a mission statement, but for most employees those have just been signs hanging on the walls. To make them more personal, top management has decided that each department should create its own mission statement, in line with the corporate one. Today you are meeting with others in your department to discuss ideas and to come up with a rough draft of your statement. Before the meeting begins, think of some ideas of your own. • • •
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock
4 | Describe a company’s vision and mission • Unit 1
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 2 In this lesson you will ...
Describe a company’s culture
Vocabulary & Expressions
Language Focus
culture community-oriented foundation progressive lateral directive collaborative potential
Terms related to company culture Adjective endings: -ic / -ical (extension)
to realize diversity insight to indicate indicative to reflect on to foster cubicle
WARM-UP – What three words would you use to describe your company’s culture? – Creative, challenging, and community-oriented. Creative because employees are encouraged to come up with new ideas to improve our work or products; challenging because we work in an industry that is constantly changing; communityoriented because the company actively supports several local foundations and even gives us time off to do volunteer work.
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s culture • Unit 2 | 5
VOCABULARY & EXPRESSIONS Indicators of culture
READING Signs of a strong, healthy culture 1.
Company leaders have a strong sense of direction and purpose.
2.
Employees are aligned with the company’s vision, mission, goals, and values.
3.
Employees are highly motivated and loyal.
4.
Employees are proud of the company and enthusiastic about their work.
5.
Employees have opportunities to realize their full potential within the company.
6.
Employees are respected and treated fairly.
7.
Diversity is accepted and appreciated.
8.
Communication with all employees regarding company matters is effective.
9.
The company invests in learning, training, and employee knowledge.
10.
Turnover is lower than average.
6 | Describe a company’s culture • Unit 2
©2018 Berlitz Languages, Inc.
LISTENING
2
Assessing the culture What to notice: 1. 2. 3. 4. 5. 6.
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s culture • Unit 2 | 7
PERFORMANCE Company culture walk • The dress code says a lot about the a company wishes to project and the level used in communication. • The office plan provides an insight into styles, company , and attitudes toward position and . • What is on the walls gives a perspective on company . • The colors used in furnishings and décor can give a clue to the work —whether it is vibrant and fast-paced, or relaxed and calm. • Emotions are indicators of important. • Assess written communication for is being communicated to whom.
Observations
8 | Describe a company’s culture • Unit 2
values; they show what someone feels is
and
, and what type of information
Interpretation
©2018 Berlitz Languages, Inc.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, Berlitz, Getty Images, Age Fotostock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Describe a company’s culture • Unit 2 | 9
UNIT 3 In this lesson you will ...
Discuss ways to implement change
Vocabulary & Expressions
Language Focus
to overhear to catch to find out to transform transformation unknown element (of uncertainty) to run high open communication to speculate speculation agent of change role model to talk the talk to walk the walk to embrace
It makes me (feel) …
to lead by example momentum overnight to wear off to backslide (slip back UK) to keep the ball rolling to (re)invigorate workflow transition stubbornly cutting edge revolutionary sharp (= smart) patience to wear thin
WARM-UP – I overheard Trevor King and Julie Hastings discussing some kind of change they’re planning to implement. – Were you able to catch exactly what it was? – No, but it must be big. Apparently, the CEO himself is going to be coming in to make some kind of announcement. – Hmm. So maybe that’s what Trevor’s trip to headquarters was about. – Well, I guess we’ll find out soon enough.
10 | Discuss ways to implement change • Unit 3
©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS How does change make you feel?
– Did you hear that Alan’s leaving? – Yeah, I did. It made me quite sad. I really enjoy working with him.
– I heard the reorganization may cost some jobs. – I did, too. It makes me wonder whether I should be looking for a new place to work.
– Have you seen this?! It’s “Janice’s” proposal. – The figures for this quarter don’t look too good. – Let me see. Uh … wasn’t this your idea? – Are they starting to make you worry? – Yes, it was. This makes me so mad. – Not yet, but they will if things don’t improve. a. makes me (feel) + adjective (sad) d. makes me + verb (think) b. makes me feel like + gerund (singing) e. makes me want to + verb (cry) c. makes me wonder whether + clause (I need to f. makes me wonder + interrogative clause (how change) many others there are)
LISTENING
3
•
4
Managing change OPEN, HONEST COMMUNICATION
BE A ROLE MODEL
EXPECT RESISTANCE
MONITOR AND REPORT CHANGE
©2018 Berlitz Languages, Inc.
Discuss ways to implement change • Unit 3 | 11
VOCABULARY & EXPRESSIONS Reasons why we can’t change • We’ve never done that before. • Things are fine the way they are. • It may work elsewhere, but it won’t work here. • We don’t know whether it will work or not. • We don’t have time. • We’ve got time—we don’t need to change now. • It would cost too much. • • •
PERFORMANCE Why change?
Role A You’re a middle manager in a key department in a large company. You’ve been with the company more than 20 years. During your career, you’ve developed a reputation for hard work, good ideas, dedication, and honesty. You like your job, and you like the company. Two months ago, a new person was brought in to lead your group. The CEO, who has been with the company five years, announced that the new person was “going to take this department into the future.” “How’s he / she going to do it — I’ve been trying for years,” you thought. After a few weeks of talking to the staff, reviewing the department’s results, and studying how all the employees did their jobs, the manager announced that the department was going to update its processes, work flow, and methods. This bothered you. After all, you developed many of the current processes and methods yourself 15 years ago. At the time, your work was celebrated throughout the company—even the industry. The department is five weeks into the transition, and you’ve stubbornly continued doing things the way that you always have. “Why fix something if it isn’t broken?” you ask yourself every day. Your manager has asked to see you. Go into the manager’s office.
12 | Discuss ways to implement change • Unit 3
©2018 Berlitz Languages, Inc.
Role B You're the manager of a key department in a large company. You were recently assigned to this department to assist during a period of transition. Essentially, the problem was that the department's processes, work flow, and methods are no longer cutting-edge and revolutionary, although they were 15 years ago. You were given the task of updating these processes and methods and restoring the department's reputation for efficiency and results. You're now five weeks into the transition and you're not seeing the improvements you had expected. You realize that change takes time, but clearly, there is something more going on here. The problem seems to be with one of the long-time employees of the department, a middle manager who has the respect of everyone and who is a key member of the group. This employee is very sharp and clearly understands the new processes and methods; you've even spoken to him / her to make sure they were clear. And yet, he / she hasn't begun to make any changes in his / her work at all. Your patience with this member of the team is beginning to wear thin. You have asked the employee to come see you. You would like to find out why he / she is resisting the department's change effort.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Discuss ways to implement change • Unit 3 | 13
UNIT 4 In this lesson you will ...
Conduct a meeting
Vocabulary & Expressions
Language Focus
to discuss to solve controller PR (= public relations) to triple largely to work out to hold up (= delay) slump flextime (flexi-time UK)
References with of which, whose Verbs that collocate with meeting. For example: to adjourn a meeting. (extension)
statutory implication to enact informational meeting to address merit public speaking aim item to cover (= go over)
WARM-UP The purpose of a meeting is … to communicate issues
to motivate
to discuss problems
to plan courses of action
to gather opinions
to recognize successes
to generate ideas
to share information
to make decisions
to solve problems
My notes
14 | Conduct a meeting • Unit 4
©2018 Berlitz Languages, Inc.
READING Do we need to have a meeting? We need to have a meeting!
Action
Priority
1. The controller would like everyone’s budget plans for next year. 2. A newly launched product is not performing as well as expected. 3. What should be done with the extra funds in the PR budget? 4. Phone costs have tripled over the last year, due to personal use. 5. HR is trying to work out the employee-training schedule for next year. 6. The head office plans to implement a new flextime work schedule. 7. Due to a slump in the industry, morale at the company is low. 8. The new advertising and marketing campaign has boosted sales 10%. 9. IT wants to inform everyone about the new software they’ve installed. 10. Several people are behind in their work. This is holding up a project.
LANGUAGE FOCUS Combining ideas: Using of which vs. whose to refer to things
FR
Admin
TO
All Staff
SUBJECT
Friday meeting
As you probably know, the government has recently enacted several changes to the statutory leave policy, the impact of which will affect everyone. There will be an informational meeting on Friday at four o’clock to discuss the possible implications and address your questions. All employees are invited to attend.
©2018 Berlitz Languages, Inc.
Conduct a meeting • Unit 4 | 15
The Board has made a decision. Its impact will be felt soon. FORMAL / WRITTEN: The Board has made a decision, the impact of which will be felt soon.
Tip!
INFORMAL / SPOKEN: The Board has made a decision whose impact will be felt soon.
AVOIDING / REWORDING: The impact of the decision made by the Board will be felt soon.
Controller = Financial Controller, Financial Control Officer, Comptroller.
Your turn 1. We discussed the proposals. We had evaluated their merits. → 2. The company has announced a reorganization plan. Its purpose is still not clear. → 3. We have just begun an advertising campaign. Its results look promising. → 4. They attended a training session. Its goal was to improve public speaking skills. →
My notes
16 | Conduct a meeting • Unit 4
©2018 Berlitz Languages, Inc.
LISTENING
5
Conducting a meeting WELCOMING Thank you all for coming (today). I’m very happy to see you all here today.
SETTING THE AGENDA Have you all seen the agenda? As you can see from the agenda, we’ll be going over …
STATING PURPOSE / OBJECTIVES / AIMS I’ve called this meeting to … The purpose of today’s meeting is …
FIRST ITEM So, the first item on the agenda is … …, would you like to start us off?
STARTING Let’s begin, shall we? It’s time to get down to business.
TRANSITIONING Moving right along … Let’s move on to the next item on the agenda.
PERFORMANCE Arrange a meeting Think about a recent meeting, and jot down what the agenda’s main items were.
You have been asked to conduct the same meeting with some other members of your staff. How would you start the meeting? How would you transition from one point to the next?
©2018 Berlitz Languages, Inc.
Conduct a meeting • Unit 4 | 17
CONSOLIDATE & APPLY Verbs that collocate with meeting 1. Did you see? Nancy has
another meeting for this Friday.
2. Due to the weather, the meeting has been 3. How many people are planning to 4. Meetings should be
the meeting, do you know? at least several days in advance, if possible.
5. The annual meeting will be 6. Who will be
hold
in Tahiti? How exciting!
the meeting, you or Samantha?
7. It’s almost 1:00. Let’s
postpone
until further notice.
adjourn
the meeting until after lunch.
call
conduct
attend
announce
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
18 | Conduct a meeting • Unit 4
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 5 In this lesson you will ...
Involve participants in a meeting or discussion
Vocabulary & Expressions
Language Focus
to contribute off track flow proper to hand (someone) the floor to hand the floor over to (someone) receptive to have (your) say hesitant
Uses of to make. For example: to make sense, to make up (your) mind, to make a fool of yourself, to make a decision, to make a suggestion. Phrases for encouraging discussion Asking open questions to elicit comments
foolish peer nonthreatening to monopolize (monopolise UK) to jot down remarks to give (someone) the floor embarrassing cross-cultural (training)
WARM-UP The roles of a meeting leader or facilitator : • to create a positive atmosphere • to encourage participants to contribute their ideas and opinions • to keep the discussion on track • to maintain the flow of the meeting • to prepare the agenda • to start and wrap up the meeting on time What other roles do you think a meeting leader has?
©2018 Berlitz Languages, Inc.
Involve participants in a meeting or discussion • Unit 5 | 19
LISTENING
6
•
7
Facilitating discussions PART 1 1.What is the most important thing facilitators should do to encourage discussion? 2. What are some reasons people do not contribute to discussions? PART 2 3. What are some techniques for bringing people into a discussion?
Word Power Uses of to make I’d like to make a suggestion, if I can? She still hasn’t made up her mind about what to do. It’s the facilitator’s job to make people feel comfortable. I’m upset because you made me look foolish in front of everyone. Each department will have to make a recommendation at the meeting. That didn’t quite make sense to me. Could you go over it again? I think we’re ready to make a decision. All those in favor? Against?
My notes
20 | Involve participants in a meeting or discussion • Unit 5
©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS What do you think about that? COMMENTING AND GIVING OTHERS THE FLOOR
BRINGING PEOPLE IN • So, who would like to start us off? Sam? • Suzanne, would you like to add anything? • Ellen, I believe you had some thoughts on this subject. • Let’s hear from some people who haven’t had a chance to speak yet. David? • We haven’t heard from you yet, Charles.
• That’s a great idea. Can someone else build on that? • That’s a good point. How do you feel about that? • Interesting suggestion. Would anyone like to comment on that? • Definitely. Does anyone have anything they would like to add?
Your turn 1. Ask someone to start a discussion on a topic. 2. Bring in one of your quieter colleagues. 3. Take the floor from a colleague who’s been speaking for a while and give it to someone else. 4. Comment on a suggestion and ask others for opinions. 5. Comment on an idea and ask others to take the idea further.
Tip!
©2018 Berlitz Languages, Inc.
At a meeting, you might … take the floor = start speaking have the floor = have a turn to speak give … the floor = allow … to speak
Involve participants in a meeting or discussion • Unit 5 | 21
PERFORMANCE Meeting simulation Your company is considering a partnership with a company in the small, relatively unknown country of Distopia. You and your colleagues will be meeting with representatives of the Distopian company next month. You are meeting today to come up with a plan of what to do to prepare for the visit of the Distopians. Here is the agenda for the meeting: • Discuss what kind of information is needed about Distopia • Discuss the best ways to get the information Use the additional notes you receive to consider what your contributions during this meeting will be.
Role A: “Meeting Leader / Facilitator” The objective of the meeting is to discuss: • the best way to get general information about Distopia and Distopians • what specific information about the Distopian company and its representatives is needed Your role is to encourage all attendees to contribute their opinions and suggestions and to facilitate the smooth flow of the meeting.
Role B: “Discussion Monopolizer” You think everyone who will be involved in the negotiations with the Distopians should take part in some kind of cross-cultural training. This will give you the information you need about Distopia and about dealing with the Distopian company. It will also help you to avoid making embarrassing cultural mistakes. You strongly feel that without this training, the negotiations will fail. If you are able to take the floor, try to keep it!
22 | Involve participants in a meeting or discussion • Unit 5
©2018 Berlitz Languages, Inc.
Role C: “Shy One” You feel it's enough to get information about Distopia and the Distopian company from the Distopian consulate and / or the Internet. You think that any suggestion of cross-cultural training is ridiculous—a complete waste of time and money. You suspect some of the others at the meeting will disagree with you, putting you in a situation you don't like. If that's the case, you'd rather just keep quiet and share your ideas with the facilitator after the meeting.
Role D: “Confused One” You've been away the last month because of vacation and various trainings. You haven't had time since you got back to catch up on all your email, and now you have almost no idea what the current situation is with the Distopian negotiations. Although you feel a little confused, you don't want to say anything during the meeting that might make you look foolish.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Involve participants in a meeting or discussion • Unit 5 | 23
UNIT 6 In this lesson you will ...
Handle meeting disruptions
Vocabulary & Expressions
Language Focus
disruption to fill (someone) in on (something) to digress
Polite demands or requests Pronunciation: Using intonation to change tone
digression to hang on horrendous
WARM-UP – Sorry I’m late. Traffic. … – That’s all right, Mary. Glad you could join us. We were just going over the results from the customer surveys. Now, as I was saying, … How would you handle someone who arrives late for a meeting?
LISTENING
8
•
9
•
10
•
11
Handling disruptions
Ashley
24 | Handle meeting disruptions • Unit 6
Rick
Carl and Jill
Ben
©2018 Berlitz Languages, Inc.
How was the disruption handled? Ashley: Rick: Carl and Jill: Ben:
LANGUAGE FOCUS Pronunciation: Politely does it! Intonation can change the meaning of a sentence.
1. 2.
How would you say these sentences if you were angry or upset? How would you say them if you wanted to give a positive impression?
a. b. c. d. e.
Well, come see me when you get back. Perhaps we could postpone that conversation until the break? Did you want to add anything? If you could allow me to finish, … Perhaps we can talk about that after the meeting.
Useful Expressions Digressing This might be a good time to mention … It’s not on the agenda, but perhaps we should discuss … By the way, … Returning to the topic So, as I was saying, … Getting back on track, … Perhaps we should discuss that at our next meeting. This is not the right time for that discussion.
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Preventing interruptions If I could just finish what I was saying, … If you could let Sally finish what she wanted to say … Just a moment, … Hang on, … Postponing a topic I suggest we leave this for the time being. We can come back to this another time. Perhaps we should discuss that at our next meeting. This is not the right time for that discussion.
Handle meeting disruptions • Unit 6 | 25
PERFORMANCE A difficult meeting You are a department head at your company. You have just wrapped up a horrendous meeting. Several people were late. One left early. A couple of people were holding separate conversations while others were trying to talk. And you are sure that at least one person was busy using his smartphone throughout the meeting. You (and several meeting participants) found this very frustrating. Unfortunately, there has been an increase in this type of behavior recently. One of your company’s core values is respect for customers and fellow employees alike. You feel that if this behavior continues, it will undermine that respect. You know that other department heads have experienced the same thing and feel the same way. You have asked for an informal meeting to discuss the situation.
My notes
26 | Handle meeting disruptions • Unit 6
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CONSOLIDATE & APPLY Memo Draft a memo to all staff.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto, Araya Diaz, Araya Diaz, Araya Diaz, Araya Diaz
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Handle meeting disruptions • Unit 6 | 27
UNIT 7 In this lesson you will ...
Wrap up a meeting
Vocabulary & Expressions
Language Focus
next steps any other business contributor get-together to look into to put forward say (adv.) to call it a day to assign
Expressions used when wrapping up a meeting or discussion Nouns from phrasal verbs. For example: wrapup, handout, sellout, crackdown, holdover, intake, letdown.
consensus to get (restless) (extension activity) furthermore (extension activity) to run over (= go late) (extension activity)
WARM-UP – That wraps up our agenda for today. Was there any other business we needed to discuss? If not, then, are we all clear on our next steps? – Just one question—when did you want us to get back to you? – I’ll be meeting with the budgeting committee on the 15th, so if you could send your results to me by the 10th, that would be great. Anything else?
My notes
28 | Wrap up a meeting • Unit 7
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LISTENING
12
What did they cover? Purpose of the meeting:
Plan annual get-together
Key decisions made:
Completing the agenda: Assigning / Confirming next steps: Checking for consensus: Summarizing: Thanking and adjourning:
Next steps:
Person responsible:
Due date:
• • • • • • • •
My notes
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Wrap up a meeting • Unit 7 | 29
Word Power Nouns from phrasal verbs SINGLE-WORD: Voters turned out in large numbers. → The turnout was better than expected. HYPHENATED: When will they get together? → They’ve arranged a get-together for next weekend. 1. Do you think we can get them to buy into our plans? Their
is critical.
2. It took a long time to clean up the oil spill. Do you know how much the cost? 3. I’d like you to break the budget down by department. When should I expect your ? 4. I will follow up with you later.
is important.
5. We took over J&B Automotive Group last year. We had ten attorneys working on the . crackdown letdown
handout
holdover sellout
intake wrap-up
PERFORMANCE Next steps? Objective: Decide what organization to sponsor Main points covered: • Evaluated 3 options: ballet, football team, music festival • Decided on music festival due to appeal to youth market, younger image Next steps: • Contact festival organizers and arrange meeting for further negotiations • Assess methods of sponsoring: create a shortlist of those that promote the company best
30 | Wrap up a meeting • Unit 7
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Objective: Decide new sales strategies Main points covered: • Increase the advertising budget • Hire more sales people Next steps: • Check with finance department on available budget for advertising • Have HR post ads online for new reps
Culture Corner Will we finish on time? In many cultures, people expect meetings to have stated start and end times. If meetings run long, people may stop paying attention or get restless. Furthermore, people may have scheduled back-to-back meetings, so if one meeting runs over, they will be late for their next one—or they may leave early so they can get to their next appointment on time. As a facilitator, you won’t be able to accomplish anything during the confusion of people standing up, gathering their belongings, and walking out of the room. Therefore, it is best to end your meeting on time or even five minutes early.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Wrap up a meeting • Unit 7 | 31
UNIT 8 In this lesson you will ...
Describe your core business
Vocabulary & Expressions
Language Focus
core (= main) to carry out instant powdered mix infant formula conglomerate some (adv.) to stray venture
Adding emphasis using It + to be + relative pronoun. For example: It was Barry who suggested … Verb suffixes: -ize (-ise UK), -ify
to boycott allegation conflict of interest to spark interest in to stick (close) to to collapse to be driven by something to sell off adjacent non-core
WARM-UP A company’s core business is … the activity that a company was originally set up to carry out its main or essential activities and processes the reason the company is in business the areas in which a company excels over the competition the activities that are the main source of profits and success
My notes
32 | Describe your core business • Unit 8
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LISTENING
13
•
14
What’s their core business? Company name
Mansions Foods
Industry
Food and beverage
The company’s original business The company’s core business Examples of expansion inside / closely related to / adjacent to the core Examples of expansion far from the core
LANGUAGE FOCUS It was the CEO who suggested the change
90% of our company’s profits are generated by our top five sellers. → It is our top five sellers that generate 90% of our company’s profits. Management decided to focus on core products during the recession. → It was during the recession that management decided to focus on core products. The sales team motivates the customer service team to exceed customer expectations. → It is the sales team who motivates the customer service team to exceed customer expectations. Steve proposed entering the music business. → It was Steve who proposed entering the music business.
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Describe your core business • Unit 8 | 33
1. We were forced to change direction after the stock market collapse.
2. Economic growth is being driven by increased investment.
3. Non-core assets should be sold off first.
4. The changes in packaging were suggested by the warehouse staff.
VOCABULARY & EXPRESSIONS Defining your core What are your top sellers? What earns above-average profits? What are your main activities? What are your essential activities? Why do most of your customers come to you? Who are your most loyal customers? Why are you in business? In what areas do you beat the competition?
PERFORMANCE Strengthening the core Your company’s CEO encourages employees to contribute their ideas on all aspects of the business. Recently, he has asked for contributions about how the company can strengthen its core business. In his weekly intranet post, he posed the following questions: • How can we create greater demand for our core products? • What can we do to maximize customer retention? • How might we win customers away from the competition? • What adjacent markets might we consider expanding into?
34 | Describe your core business • Unit 8
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Word Power Verb suffixes: -ize (-ise UK) / -ify Many verbs can be formed by adding -ize (-ise UK) or -ify to an adjective or noun. For example: public → publicize (publicise UK)
beauty → beautify
critic → criticize (criticise UK)
class → classify
equal → equalize (equalise UK)
identity → identify
1. Are the plans final? 2. Is the process simple? 3. What makes your firm special? 4. Are you familiar with our procedures? 5. Did you want to speak to a specific person? 6. Did he give you a summary of our discussion?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto, Berlitz
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Describe your core business • Unit 8 | 35
UNIT 9 In this lesson you will ...
Describe growth strategies Vocabulary & Expressions
Grammar Item
organic growth a.k.a. (also known as) alliance joint venture merger add-on worthwhile to join forces
Gerunds as subjects. For example: Licensing would give us access to a bigger market.
to explore license (licence UK) agreement to trade at ($36 a share) overvalued diversification vulnerable credit check
WARM-UP How could these sayings be applied to company growth? Do you agree with them?
If you’re not growing, you’re dying.
Bigger is better.
My notes
36 | Describe growth strategies • Unit 9
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READING How do companies grow?
1.
Create add-ons / accessories for an existing product.
4.
Form a joint venture to complete a project.
2.
Increase and / or improving marketing efforts.
5.
Open offices or stores in a new location.
3.
Purchase another company.
6.
Upgrade to state-of-the-art equipment.
LISTENING
15
Considering strategies 1. Peter feels AP's
is too narrow.
2. He has already talked to LTE about a
.
3. LTE might be just the right company to
AP’s new product.
4. On the one hand, an acquisition would give AP more 5. On the other hand, it would make AP financially
©2018 Berlitz Languages, Inc.
. .
Describe growth strategies • Unit 9 | 37
GRAMMAR Licensing would give us access to a bigger market
You can gain market share if you offer a superior product. Offering a superior product is one way to gain market share. We need to have a broader distribution network. That would allow us to exploit our products’ potential. Having a broader distribution network would allow us to exploit our products’ potential.
It would be a mistake not to accept their offer. Not accepting their offer would be a mistake.
– Any ideas on what we can do to increase sales? – Well, targeting a new market segment is one option. – Expanding into new geographical areas is another.
1. We need to invest in R&D. It will make us more competitive. → 2. If we promoted our products through social media, it would make us more visible. → 3. It would be a huge mistake not to inform employees of the planned merger. → 4. We should diversify our product range. That would allow us to attract new customers. →
My notes
38 | Describe growth strategies • Unit 9
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PERFORMANCE I'd like your input You work for the local division of Big Blue Sky, a producer of sports attire for adults and children. Sales of the company’s children’s line, known as Skater, have been low for the past year. The worldwide manager of the Kids & Teens group has proposed the following growth strategies for the Skater line: - redesign of Skater logo and concept: “Sk8rBoiz” and Sk8rGirrlz” - introduce the “Sk8rs” line in large retail outlets (superstores and megastores) - expand e-commerce and social media presence - sign co-marketing agreement with a major sports drink manufacturer - explore product placement possibilities: movies / TV / music videos You and colleagues from other divisions will be meeting with the worldwide manager to discuss the initiatives. Before your conference call begins, review the proposed strategies and decide: - whether there is anything you think should be added to or removed from the list - which of the growth strategies would help improve sales the most
My notes
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Describe growth strategies • Unit 9 | 39
CONSOLIDATE & APPLY Word partnerships the full potential someone access an acquisition forces
1. 2. 3. 4.
run
exploit
explore
have
consider
a proven record a credit check the possibility a proposal
5. 6. 7. 8.
give
make
join
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Thomas Stefflbauer, Thomas Stefflbauer, Berlitz
40 | Describe growth strategies • Unit 9
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 10
Review OBJECTIVES LADDER
Now you can … Describe growth strategies Describe your core business Wrap up a meeting Handle meeting disruptions Involve participants in a meeting or discussion Conduct a meeting Discuss ways to implement change Describe a company’s culture Describe a company’s vision and mission
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Review • Unit 10 | 41
PRACTICE
GOAL 01 to 1. My goal is
a. to finish the report by Wednesday.
2. The phones are
b. to be told what our secret ingredient is.
3. The Congress is
c. to vote on the reform bill later this week.
4. If we are d. to increase our profit margin, we need to cut costs. 5. Visitors are not e. to be covered at all times.
GOAL 02 What was the company like? 1. We consider
to be an essential aspect of our staff.
2. According to experts, open-plan offices encourage 3. Our company is quite
.
; we sponsor several local charities.
4. The structure is extremely bottom and the top.
; there are at least 5 levels of management between the
5. We didn’t have any say in the decision-making. It was all
top-down
42 | Review • Unit 10
collaboration
diversity
hierarchical
.
community-oriented
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GOAL 03 How did it make you feel? proud. 1. Our daughter’s winning the science competition a. made us feel b. made us feel like c. made us to feel 2. The whole experience was so frustrating it made me feel a. like cry b. like crying c. to cry 3. The news made me want a. jump b. jumping
for joy. c. to jump
4. The situation there is starting to make us a. worry b. worrying c. to worry
.
5. The crime rate has gotten so bad, it makes me wonder a. I don’t feel safe anymore b. when we are moving
.
. c. whether we should stay
GOAL 04 of which or whose? 1. AP is a company. Its products are sold worldwide. (whose) →
.
2. They have come up with a plan. The plan’s details will be announced soon. (of which) →
.
3. The RSPCA is an organization. Its workers protect animals. (whose) →
.
4. I was at a meeting. Its purpose was to discuss new project proposals. (of which) →
.
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Review • Unit 10 | 43
GOAL 05 Uses of to make 1. Has James made
yet about who the new team leader will be?
2. Everything looks so delicious I just can’t make 3. This still doesn’t make
to me. Could you go over it one more time?
4. A good manager never makes people 5. Go ahead and make
up my mind
a decision
GOAL 06
!
in front of others.
. I’ll be right back with your coffee.
look foolish
yourself comfortable
sense
16
What did the facilitator say? 1. Perhaps
after the meeting.
2.
to find out what you missed?
3.
to share something?
4. Maybe you 5. That’s an excellent idea!
some other time. to that?
My notes
44 | Review • Unit 10
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GOAL 07 This meeting is finished a. So, are we all agreed? Are there any more questions before we finish for today? b. That pretty much covers what I wanted to go over today. c. Before we go over the next steps, let me briefly summarize what we’ve discussed. d. All right then, if there’s nothing else …? Thank you all for coming. e. So, next steps. Jack’s agreed to look into transportation, Anita will check out prices for the supplies and equipment we need, and Gina, you will finalize the list of attendees.
GOAL 08 Emphasize it 1. Did Barry suggest talking to me? → Was it 2. Carrie came up with the idea originally. → It was 3. Our market share dropped when the discount chain opened. → It was 4. Seventy percent of our products are bought by repeat customers. → It is 5. The bank’s problems have been caused by poor lending decisions. → It is
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Review • Unit 10 | 45
GOAL 09 What’s important? 1. We need to follow up on contacts. That would help us get new customers. →
.
2. It would be short-sighted not to have a Plan B. →
.
3. It would make us more visible if we advertised on TV. →
.
4. We don’t have a vision statement. That means employees don’t know where we want to go. →
.
YOUR TURN!
GOAL 01 Vision statement You are a member of the city council. In order to help direct city decisions made in the future, you have decided to come up with a vision statement. Think of two or three visions you have for the city.
Get together with the other city council members. Compare and discuss the visions you have come up with. Choose the ones you feel are the best and try to combine them in one vision statement.
My notes
46 | Review • Unit 10
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GOAL 02 Company culture The leadership of your company are asking for suggestions on how to strengthen the company’s culture. They are particularly interested making improvements in the following areas: Employees are aligned with the company’s vision, mission, goals, and values. Employees are proud of and loyal to their company. Employees have opportunities to realize their potential. Diversity is accepted and appreciated; all employees are respected and treated fairly. There is an effective flow of information throughout the company. The company invests in its employees’ professional development. Choose one of the items from the list and think of some steps that could be taken to strengthen that aspect of the company’s culture. Be ready to present your ideas to the company’s leaders.
GOAL 03
Role A You are a journalist who works for a business magazine. This month you are writing an article about change management. You have an appointment later today to speak to a company leader about a change that took place within his / her organization. You are especially interested in employees’ initial reactions to the change and how objections were overcome. Before you go to your appointment, note down four or five questions you would like to ask.
When you are ready, go to your meeting.
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Review • Unit 10 | 47
Role B You are a leader in your company. Later today, you have an appointment with a journalist who works for a business magazine. The journalist is writing an article about change management and would like to ask you about a change that took place within your organization. The journalist is especially interested in employees’ initial reactions to the change and how objections were overcome. Before the journalist arrives, note down some information regarding the change. What the change was: How the change was communicated: Initial reactions to the change: Objections raised: How change was implemented: Other:
GOAL 04 Time for a meeting
SUBJECT
Performance of the new XP340 Printer
Agenda • Overview of the current situation (5') • Discussion about the challenges faced by the new XP340 Printer (15') • Analysis of competitors strategies and performances (15') • Brainstorm of possible solutions to improve sales (15') • Draft action items (10')
48 | Review • Unit 10
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GOAL 05
Role A With your partner(s), think of a topic you would like to discuss. During your discussion, try to use as many of the sentences below as you can. Would you like to start us off? That’s an interesting point. How do you feel about that?
Does anyone else have something they’d like to add?
Role B With your partner(s), think of a topic you would like to discuss. During your discussion, try to use as many of the sentences below as you can. We haven’t heard from you yet. What do Would anyone like to comment on that? you think? That’s a great idea. Would you like to add anything?
Role C With your partner(s), think of a topic you would like to discuss. During your discussion, try to use as many of the sentences below as you can. Can someone else build on that? That’s a good suggestion. Let’s hear from someone who hasn’t had a chance to speak yet.
I believe you had some thoughts on this?
My notes
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Review • Unit 10 | 49
GOAL 06
Role A With your partner, practice handling disruptions. Use the information given to act out each situation as either the meeting facilitator or a participant. Facilitator 1. (your partner) 2. One of the participants is packing up to leave. 3. (your partner) 4. A participant is fiddling with his / her phone. 5. (your partner)
Participant 1. You have just arrived late. 2. (your partner) 3. You are talking to another participant about lunch. 4. (your partner)
5. You interrupt someone to make a comment. 6. A participant is talking about an irrelevant 6. (your partner) topic.
Role B With your partner, practice handling disruptions. Use the information given to act out each situation as either the meeting facilitator or a participant. Facilitator 1. A participant has just arrived late. 2. (your partner) 3. Two participants are talking to each other. 4. (your partner) 5. A participant interrupted someone else. 6. (your partner)
50 | Review • Unit 10
Participant 1. (your partner) 2. You have to leave (another appointment). 3. (your partner) 4. You are responding to messages on your phone. 5. (your partner) 6. Bring up something that is irrelevant to the meeting.
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GOAL 07 About that meeting Think about the last meeting you attended. Now imagine that several colleagues were either unable to make the meeting or had to leave early. The meeting facilitator has asked you to write a memo to your colleagues in which you: – summarize what was covered during the meeting – summarize any decisions that were made – outline the next steps (if any) that were agreed on Prepare a draft of the memo you will send.
GOAL 08 Our core business You have been asked to speak at a local business college about your company’s core business. During your presentation you want to point out • what your top selling / highest revenue-generating products are • what your company’s main / essential activities are • the reasons customers come especially to you With a friend or colleague, practice presenting this information.
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Review • Unit 10 | 51
GOAL 09 Should you sell? You are one of the owners of a small software development company. One of your products has proven to be extremely popular in your domestic market, and you think it has huge potential worldwide. You have recently been approached by a large multinational software company that is interested in buying the rights to your product. If you sell, you lose all rights to any future revenues generated by your product. On the other hand, this could be a great opportunity to establish a relationship with the multinational which could be useful in the future. You will be meeting with the other owner(s) to discuss your options and decide what to do. Before the meeting, consider your position and your arguments.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
52 | Review • Unit 10
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UNIT 11 In this lesson you will ...
Draft a proposal letter Vocabulary & Expressions
Language Focus
obstacle to overcome scrap significantly toner alone double-sided default (setting)
Expressions used in proposals: considering, owing to, moreover, furthermore Only if vs. even if
considerable sum postage to record to audit measure to go a long way toward + -ing to strengthen
WARM-UP – These are some really excellent ideas, Gina. Do you think you could put them together in a proposal for me? I’d like to share them with Michael. – Sure! Is there any other information you’d like me to add? – You’ve outlined the benefits beautifully. Do you see any obstacles? – Nothing that we can’t overcome. – Good, but include that in your proposal, too.
My notes
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Draft a proposal letter • Unit 11 | 53
READING A proposal for cutting print waste and costs
Last year, we introduced an initiative to recycle paper, including the reuse of scrap from print documents. As a result, we have substantially reduced the amount of paper we discard. However, we have not significantly reduced costs. The company currently spends approximately $21,000 on paper and $48,000 on toner alone. To cut costs, we need to decrease both the amount of paper used during printing and the amount of printing we do. One solution to this would be to set printers to double-sided printing by default. At present, we use almost 2.5 million pieces of paper per year. Assuming just 25% of our print jobs could be two-sided, this would create a savings of over 600,000 pieces of paper and over $5,000 in paper costs. In addition, printing on both sides would save the company considerable sums not only on paper, but also on staples, paper clips, and postage. We could realize even bigger savings, however, by decreasing toner costs. This can only be done by changing employees’ printing habits. One way of doing this would be to record and audit printing costs by installing print management software. Ideally, the software should display a printing balance on each user’s screen. In this way, the staff would become more aware of the actual cost of their usage and would be more likely to change their habits. Moreover, by auditing actual use, we could then reward employees who decrease their usage. Even if this were only to reduce toner use by 10%, we would still realize a savings of almost $5,000. Bearing in mind the company’s commitment to reducing its environmental impact, I feel that these measures, combined with an awareness program to encourage good practices such as proofing before printing and printing to file, would go a long way toward reducing waste and costs, and supporting the company’s green initiatives.
My notes
54 | Draft a proposal letter • Unit 11
©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS How should I phrase this?
THE SITUATION NOW
THE PROPOSAL
CAUSE AND EFFECT
Right now, …
An alternative would be …
As a result, …
At present / At the moment, …
One way of doing this …
Because of …
Currently / Presently,
One / The solution to this …
Owing to …
Considering that …
So, …
Bearing in mind
By (doing this)
FOR EXAMPLE
AND
BUT
Such as …
Also, …
However, …
For instance, …
In addition, …
Although …
A case in point …
Furthermore, …
Despite / In spite of …
One example of this …
Moreover, …
On the other hand, …
In this way...
Not only ..., but also ...
PERFORMANCE What I propose is… Think about a proposal that would strengthen your department or your company in some way. Following are some areas you might consider: productivity communication cost savings sales work processes working environment efficiency customer satisfaction
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Draft a proposal letter • Unit 11 | 55
Word Power Only if vs. even if We will meet with them only if we’re ready. We won’t meet with them if we’re not ready. We will meet with them even if we’re not ready. We will meet with them whether we’re ready or not. 1. Fred won’t get here on time he leaves now. 2. We should talk to them we are serious about their proposal. 3. They won’t be able to beat us they cut their prices. 4. Nancy will come you agree to her terms.
My notes
56 | Draft a proposal letter • Unit 11
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CONSOLIDATE & APPLY Draft proposal What's your proposal?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Draft a proposal letter • Unit 11 | 57
UNIT 12 In this lesson you will ...
Suggest ways to promote innovation in the workplace
Vocabulary & Expressions
Grammar Item
novel genius ingenious to crunch the numbers rank and file loads of
Placement of frequency adverbs
“If it ain’t broke, don’t fix it.” entrepreneur academic to spread the word to devote … of one’s own choosing
WARM-UP
Is innovation important to business? Does your company encourage employees to be innovative?
My notes
58 | Suggest ways to promote innovation in the workplace • Unit 12
©2018 Berlitz Languages, Inc.
VOCABULARY & EXPRESSIONS
What limits innovation? (1) Every time I put forward a suggestion or proposal, all I ever hear back is either “it won’t work” or “it’s not realistic.” I don’t think I’ll bother any more.
(2) Coming up with ideas is easy. But then having to do the background research, crunch the numbers, and write everything up in a proposal? It’s just too much time. I’ve got more important things to do.
(4) What would happen if a proposal of mine were implemented and then later failed? Would I get the blame? Would I lose my job?
(3) Our products have always had an excellent reputation. We are doing well. Why should we change anything? All it would do is upset our customers. “If it ain’t broke, don’t fix it”—that’s what I say.
(5) I have loads of ideas, but who would I submit them to? It seems to me that management isn’t even interested in what the rank and file think.
CRITICISM FEAR
RESISTANCE TO CHANGE TIME PRESSURE
ORGANIZATIONAL STRUCTURE
LISTENING
17
•
18
•
19
What do they do at your company?
Matt
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Fiona
Zack
Suggest ways to promote innovation in the workplace • Unit 12 | 59
1. 2. 3. 4.
A special group within the company that focuses on innovation Collaboration among colleagues working in different areas Collaboration between people inside and outside the company Time to work on own projects
GRAMMAR
Matt Matt Matt Matt
Fiona Fiona Fiona Fiona
Zack Zack Zack Zack
Placement of frequency adverbs
Frequency adverbs come after the present and past forms of to be and the (first) auxiliary verb (can, have, etc.): We are always interested in new ideas. They were never asked for their opinion. Mary can usually find a solution. We have occasionally had complaints. My son would generally have had breakfast before leaving for school. They come before the present and past tense of all other verbs: Frank frequently participated in our meetings. I rarely submitted proposals. In questions, the frequency adverb comes after the subject: Is Bill generally so quiet? Have you ever seen him angry? Must bills always be paid on time?
60 | Suggest ways to promote innovation in the workplace • Unit 12
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PERFORMANCE Innovation first You are one of two vice presidents at a newly launched venture in the interactive entertainment industry. It is common knowledge that this industry is moving so rapidly that it’s impossible to predict where companies competing in this market will be in two years. In such a climate, innovation is key. The company that innovates most often and with the greatest success will capture the public’s attention and have a definite advantage in years to come. Where will this innovation come from?
Role A You believe that in small organizations such as yours, every single employee should be enlisted in the process of innovation. One never knows where the next great idea may come from, so you would like to organize a series of meetings in which you announce a challenge to all 35 employees to spend just 20 minutes every day imagining the future of your business. After all, your employees are the same kind of people who buy your company's products and services. Who better than they to imagine the next generation of offerings? In a few moments, you will be meeting with the other VP to build support for this idea. You know the idea is very sound. It's your job to convince your colleague of this.
Role B You are concerned that your company does not have a sufficient number of "idea people" capable of imagining the future of such a rapidly changing business. You would like to hire two or three technical innovators in this field and create a small "idea factory" within the company, whose sole responsibility would be to generate cutting-edge product and service ideas. In a few moments, you will be meeting with the other VP to build support for your idea. You know the idea is very sound. It's your job to convince your colleague of this.
©2018 Berlitz Languages, Inc.
Suggest ways to promote innovation in the workplace • Unit 12 | 61
Word Power Word families 1. Max received an
award for the work he’s done in medical research.
2. It may not be the most practical idea, but it gets high marks for 3. Our researchers have
!
a new monitoring device.
4. Jen’s the most person I know. Just look at what she can do with a few sticks and some string! 5. The new design looks terrific! Who 6. This is an
it?
model. We haven’t worked out all the bugs yet.
create
creativity
creative
innovate
innovation
innovative
experiment
experiment
experimental
invent
invention
inventive
imagine
imagination
imaginative
originate
originality
original
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, iStockphoto, iStockphoto, iStockphoto, Berlitz
62 | Suggest ways to promote innovation in the workplace • Unit 12
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 13 In this lesson you will ...
Discuss innovation strategy
Vocabulary & Expressions
Language Focus
cautious to commit oneself (to) to probe to smooth (the way) to question (= challenge) to outsource to integrate competency power (= authority) visionary explorer experimenter modifier
Questioning the status quo
investor status quo pet to treat (an illness) mobile (clinic) hay (extension activity) to strike (= hit) (extension activity) to snooze (extension activity) in haste (extension activity) to repent (extension activity)
WARM-UP – I think we need to talk about our innovation plans. – Why? We just did a major revamp of our products a few years ago. – I realize that, but the market’s changing so fast nowadays, we need to come up with something new. If we don’t innovate, we’re going to fall behind. Innovation can’t be something that happens every five years or so. We need an ongoing innovation strategy. – What did you have in mind?
©2018 Berlitz Languages, Inc.
Discuss innovation strategy • Unit 13 | 63
READING How would you describe your innovation style?
MODIFIER
VISIONARY
INVESTOR
EXPLORER
EXPERIMENTER
My notes
64 | Discuss innovation strategy • Unit 13
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1.
2.
3.
We’re cautious Our business Rather than in our approach changes very undertaking to innovation. If rapidly—and this new projects we have creates many ourselves, we questions, we new challenges invest in startwant them and up companies. answered; if opportunities. This way, the there are Our early phases of obstacles, we management the innovation want them encourages us to process—and overcome— be the risk—are before we “intrapreneurs” outsourced. If commit and invites us to the companies ourselves 100% question are successful, to a new everything the we buy them venture. To do company does. out and this, we create By continuously integrate them a series of fairly and repeatedly into our low-cost probes asking “What if existing or experiments we did this?” or business. that smooth the “Why don’t we way for a big do that innovation. instead?”, we are able to create new business models quickly.
4.
5.
We are In our business passionate about there is limited our products and room for our customers. growth, so Our innovation when it comes focuses on our to innovation, existing business we look at the because that’s excellent assets where we and believe we have competencies the most we’ve already opportunities for got and try to growth. Teams build on them. are given the We have special power to task forces that experiment and look for adapt products opportunities to make life for us to expand better for our our expertise customers. In into related this way, we fields outside have been able our existing to dramatically business. change our business over and over again.
My notes
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Discuss innovation strategy • Unit 13 | 65
LANGUAGE FOCUS Questioning the status quo Status quo: n. the existing state of affairs; the current state of things
Why do we do that? Why can’t we do this?
Why isn’t it possible for us to …?
What would happen if we didn’t do that?
What if we were to … instead?
– I’ve been thinking. Why do our customers always have to bring their pets to us? – Maybe because everything we need to treat them is here? – Yes, but why wouldn’t it be possible for us to go to them? I’ve had dozens of people complain about how hard it can be to get here with a sick animal. Especially for our older customers. – So, what are you thinking of? Some kind of mobile animal clinic? – Sure, why not? There are mobile clinics for humans. Why couldn’t we do something similar? Have you ever questioned why or how things are done?
My notes
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PERFORMANCE Innovate or else … A (fictional) study has recently been released that shows that within a year, there will no longer be a need for the products or services your company currently offers—at least not in their current form. What will your company do instead? Will you offer different products? Will you find new uses for them? Will you find ways of using your knowledge, expertise, and competencies in new areas? Will you close the company? Shortly, you will meet with other members of a team that has been put together to discuss these issues. Before that, write down some of your own ideas.
My notes
©2018 Berlitz Languages, Inc.
Discuss innovation strategy • Unit 13 | 67
Word Power Sayings and expressions
1. Slow and steady wins the race.
4. Make hay while the sun shines.
2. Strike while the iron is hot.
5. If you snooze, you lose.
3. Marry in haste, repent in leisure.
6. Necessity is the mother of invention.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Thomas Stefflbauer, Thomas Stefflbauer, Thomas Stefflbauer, Thomas Stefflbauer, Thomas Stefflbauer
68 | Discuss innovation strategy • Unit 13
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 14 In this lesson you will ...
Discuss product life cycles
Vocabulary & Expressions
Grammar Item
life cycle to go a long way maturity mainstream to break even initially to fend off
The future in the past: When we launched the FlexiTab, we were predicting sales of over $500,000, but we only reached sales of $400,000 in our first year.
cash cow to milk something for all it’s worth to kill off (a product) to discontinue to fall through (extension activity)
WARM-UP – What’s the latest on the FlexiTab? Any improvement over last month? – Sales have picked up, but it’s not yet generating the revenues we were expecting. – Do we know why that is? – Well, it’s a new product in a relatively new market. I believe it’s got a lot of potential, but a little more spent on marketing might go a long way.
My notes
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VOCABULARY & EXPRESSIONS A typical product life cycle At what stage … • is promotion critical? • is expansion into new markets most likely? • has the product penetrated the mainstream consumer market? • would a company consider withdrawing the product from the market?
GRAMMAR The future in the past
It’s Monday. We are going to launch our new service today. It’s now Tuesday. We were going to launch our new service yesterday, but we encountered some unexpected technical difficulties.
It’s March 31st. They are predicting a 20% increase in sales during the 2nd quarter. It’s now June 30th. They were predicting a 20% increase, but in fact, there was only a 10% increase.
Present time. We’ve just started the new venture. We don’t know how successful it will be. It’s now two years later. When we started the new venture, we didn’t know how successful it would be.
– Weren’t we planning to kill off that product? The only person I know who buys it is my grandmother! – Yes, but it seems the grandmothers out there are an extremely loyal bunch of customers. So we're not going to withdraw it just yet.
70 | Discuss product life cycles • Unit 14
– Have you sent me the figures for your unit yet? – I’m sorry. I was going to send them to you yesterday, but there were a couple of things I wanted to double-check first. I'll send them to you later today.
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VOCABULARY & EXPRESSIONS Stars, question marks, cash cows, and pets 1. Products that have high market share in a slow-growing market. The revenue from these products is greater . than the cost of maintaining them. This describes a. stars b. question marks c. cash cows
d. pets
2. Products that have low market share in a slow-growing market. They are barely breaking even. This describes . a. stars b. question marks c. cash cows
d. pets
3. Products that have low market share in a fast-growing market. Careful analysis is required to determine whether these products are worth further investment. This describes . a. stars b. question marks c. cash cows d. pets 4. Products that have high market share in a fast-growing market. Initially, they require higher levels of investment to fend off competition and maintain market share, but high revenue potential outweighs costs. This describes . a. stars b. question marks c. cash cows d. pets
My notes
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Discuss product life cycles • Unit 14 | 71
PERFORMANCE Keep it or kill it? Name of product: Current stage in product life cycle: introduction growth
maturity
Performance (growth share): rising star question mark
decline
cash cow
pet
Recommendations (promotion / expansion):
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Berlitz, Thomas Stefflbauer
72 | Discuss product life cycles • Unit 14
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 15 In this lesson you will ...
Describe the development of new products
Vocabulary & Expressions
Language Focus
storage pharmaceutical to synthesize synthesis clinical trial side effect to paint a picture to match
Stating figures: 9 out of 10; 8 in 10; The ratio of satisfied customers to delighted customers is six to two; There are two delighted customers for every six satisfied customers.
to skyrocket to flesh out key stakeholder to give the go-ahead mock-up to commercialize (commercialise UK) unfeasible
WARM-UP How have music storage devices evolved over the years? Why do companies develop new products?
©2018 Berlitz Languages, Inc.
phonograph
record player
cassette player
CD player
MP3 player
smartphone
Describe the development of new products • Unit 15 | 73
LISTENING
20
Skyrocketing costs According to Margaret Young, Cygna Labs’ Director of Research and Development, the following four statistics are the reality and facts that challenge pharmaceutical development: 1. Industry experts estimate it takes an average of for a new prescription drug to reach the market. 2. Last year, the full cost of bringing a new product to market was estimated at over $ , with some companies estimating average costs as high as $ .
Average cost to develop a drug (incl. cost of failures; figures adjusted to today's $)
3. On average, only out of every 10,000 new medical substances will become a marketable medicine. 4. And, finally, that only out of 10 marketed drugs return revenues that match or exceed their R&D costs.
Word Power What are the figures? 10–12 months = Testing of a new product may take ten to twelve months. Testing of a new product may take ten months to a year. 1:100 inventions = (Only) one out of a hundred inventions makes it to market. (Only) one in a hundred inventions makes it to market. 2 men: 1 woman = The ratio of men to women accountants in our firm is two to one. There are two men for every one woman. 8/10 new businesses = Eight out of ten new businesses fail within the first five years. Eighty percent of new businesses fail within the first five years.
74 | Describe the development of new products • Unit 15
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READING Stages of new product development a. business analysis
e. idea screening
b. commercialization
f. product development
c. concept development / testing
g. prototype and market testing
d. idea generation
1. At this stage, the company is looking for ideas for new products. These may come from a variety of sources such as investors, employees, customers, and suppliers, market trends, and competitors’ offerings.
2. At this stage, the goal is to eliminate any ideas that are unfeasible or that would not provide an appropriate return on investment.
3. The remaining few ideas are fleshed out. Based on input from key stakeholders and target customers, ideas may be discarded or given the go-ahead for further development.
4. Estimates and projections are made concerning pricing, sales volume, profitability, and break-even points.
5. Mock-ups of the product are created and feedback is elicited from a small group of target customers. Based on this feedback, any necessary modifications are made.
6. The finalized design goes into production. The product may initially be tested once more on a smaller (for example, local or regional) market prior to the official launch.
7. The product is distributed and available; the promotional campaign is launched.
©2018 Berlitz Languages, Inc.
Describe the development of new products • Unit 15 | 75
PERFORMANCE The new product pipeline Your company is considering upgrading or replacing some of your current products. The management is soliciting suggestions and ideas from the entire staff. What one product would you choose to improve or eliminate? What do you think the “new and improved” product should look like? Jot down some notes about your concept, and be ready to share your ideas.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock, Berlitz, Berlitz
76 | Describe the development of new products • Unit 15
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 16 In this lesson you will ...
Place a service call Vocabulary & Expressions
Language Focus
paper jam out of the ordinary Not that I am aware of. out of order access key
Simple past vs. present perfect vs. past perfect Describing sounds and noises. For example: beep, buzz, squeak, bang, click, grind, hum, ping, thump, whir.
to (de- / re-) activate to let someone in sound noise
WARM-UP – What exactly seems to be the trouble? – I wish I knew. The toner’s fine. There’s no paper jam. It’s just not working. – Did anything out of the ordinary happen prior to the breakdown? – Not that I’m aware of. Can you send a technician to take a look at it? – Of course. I’ll just need to get a few more details …
LISTENING
21
•
22
It’s out of order
PROBLEM 1 (VENDING MACHINE): WHAT'S BEEN TRIED: WHAT WILL BE DONE:
PROBLEM 2 (ACCESS KEY): WHAT'S BEEN TRIED: WHAT WILL BE DONE:
©2018 Berlitz Languages, Inc.
Place a service call • Unit 16 | 77
GRAMMAR Referring to past actions: Simple past vs. Present perfect vs. Past perfect
Now a minute ago ... 10 minutes ago ... today ... 1 month ago ... 4 months ago ...
Alice called reception. Alice tried her key. Alice returned. Card deactivated Alice went on leave.
Word Power
Alice has just returned to work after a four-month leave of absence. When she tried to use her access key, she discovered it didn’t work. When she called the receptionist, she learned her card had been deactivated because she hadn’t used it for 90 days.
23
Describing sounds ping
bang
beep
buzz
click
grind
hum
squeak
thump
whir
The optical drive makes a grinding noise when I turn on my laptop. There is a terrible squeak when the copier is working. I heard a loud bang, and then the lights went out. It makes I hear There is
78 | Place a service call • Unit 16
when … a grinding noise / sound a squeak
whenever … every time …
©2018 Berlitz Languages, Inc.
PERFORMANCE
Customer: Contact: Reason for service / repair:
Customer ID #: Make / model / serial #: Other:
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Age Fotostock, Age Fotostock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Place a service call • Unit 16 | 79
UNIT 17 In this lesson you will ...
Make an after-sales service call
Vocabulary & Expressions
Language Focus
after-sales service live chat hotline to entail to troubleshoot on the spot further down the line
Phrases for making an after-sales call Gerunds with possessives. For example: Would our sending you a full refund fix the problem? The managers liked Henry’s handling of the situation.
to cover / bear the cost (of) built into the cost or price word-of-mouth reactive proactive to expire unusual (activity)
WARM-UP – Hello, I’m calling from GSAT Services. Is this Mr. Butcher? – Yes, it is. – Mr. Butcher, I see you were visited by one of our service reps earlier today. Would you mind answering a few questions about the service you received? – Oh! No, not at all. Go right ahead. – Thank you. First of all, …
My notes
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LISTENING
24
The importance of after-sales service 1. According to Frank, what will his company lose if they do not provide good after-sales service?
2. What does most of their after-sales support entail?
3. What is the difference between the two types of employees who handle service questions? 4. What kind of information do they keep in their customer records?
5. Who bears the costs of after-sales service, and in what way?
VOCABULARY & EXPRESSIONS Reactive vs. proactive service REACTIVE: THE CUSTOMER CONTACTS YOU
PROACTIVE: YOU CONTACT THE CUSTOMER
My notes
©2018 Berlitz Languages, Inc.
Make an after-sales service call • Unit 17 | 81
Useful Expressions Structuring an after-sales service call
Getting through Hello. This is … from … I’d like to speak to …, if I may. Hello. My name is …, and I’m calling on behalf of … Is … available?
Getting feedback I’m just calling to check that everything is all right with … Would you mind my asking some questions about …?
Purpose of call I’m calling about the … you recently purchased. We’re calling about our … service.
Providing information We wanted to let you know that … We thought you might be interested in our new …
Preventive support We’ve noticed some unusual activity on your account. We’re calling to remind you that your service contract will expire shortly.
Thanking Thank you very much for your time. I appreciate your taking the time to talk to me.
GRAMMAR Does our sending you coupons every quarter bring you in for regular service?
You took the time to complete our online survey. We appreciate that. → We appreciate your taking the time to complete our online survey. I would like to ask you a few questions. Would you mind (that)? → Would you mind my asking you a few questions? They didn’t contact us about the product recall. We were upset about that. → We were upset about their not contacting us about the product recall.
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PERFORMANCE
Choose one of the following scenarios and make an after-sales service call to a customer. 1. A very good customer of yours has recently made a new purchase, and you want to make sure that they are satisfied with it. 2. You have received information about a possible problem with one of your products, and you would like to alert a customer of yours about it. 3. A customer has purchased a new product, and you would like to obtain some feedback. 4. You’ve recently launched a new product you think one of your best customers might be interested in.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Make an after-sales service call • Unit 17 | 83
UNIT 18 In this lesson you will ...
Present ideas for using social media for business
Vocabulary & Expressions
Language Focus
sales platform to engage (with) (= involve) chitchat idle (chitchat)
few vs. a few; little vs. a little
downright to stick in one’s mind to upload cause microblogging
WARM-UP
Using social media for business is a complete waste of time and money. It does absolutely nothing to improve the bottom line.
Social media is the future of marketing. It will replace traditional media such as TV, radio, and print.
My notes
84 | Present ideas for using social media for business • Unit 18
©2018 Berlitz Languages, Inc.
LISTENING
25
Isn’t our website enough? 1. What are Dan’s objections? a. cost of set up and maintenance d. b. customers don’t use social media e. c. little to no conversion into sales f. 2. What aspects of social media does Karen highlight? a. building customer relationships f. b. engaging users in a two-way dialogue g. c. creating a personality for the company h. d. encouraging word-of-mouth promotion i. e. getting feedback j.
negative comments people ignoring ads return on investment
posting coupons / coupon codes protecting privacy and copyright saving money sharing information using comments to improve targeting
LANGUAGE FOCUS Using few vs. a few / little vs. a little
They have some customers, but not many.
→ They have a few customers.
They have almost no customers.
→ They have few customers.
I have some time, but not much.
→ I have a little time.
I have hardly any time.
→ I have little time.
©2018 Berlitz Languages, Inc.
Present ideas for using social media for business • Unit 18 | 85
1. The results are looking better. We’ve seen increase in inquiries since last month. 2. Our customers like us. We see comments on our site.
negative
3. Some companies have experienced success with social media and have stopped using it. 4. If you create a business page, you should plan to upload posts each week.
VOCABULARY & EXPRESSIONS How can we use social media? Possible objectives: promote your business provide information about or related to your business / products get feedback on your business or products attract new customers build relationships with current customers promote a particular cause or event your company supports SOCIAL NETWORKS
PROFESSIONAL NETWORKS
MICROBLOGGING SITES
PHOTO SHARING SITES
VIDEO SHARING SITES
86 | Present ideas for using social media for business • Unit 18
OTHER
©2018 Berlitz Languages, Inc.
PERFORMANCE Social media for your business Your company director is interested in exploring the possibilities of social media for your business. He / She has asked you and your team to present some ideas for him / her to consider. You should focus on one particular objective and be prepared to show how you could achieve this using several types of media.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto, iStockphoto
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Present ideas for using social media for business • Unit 18 | 87
UNIT 19 In this lesson you will ...
Describe export strategy
Vocabulary & Expressions
Language Focus
billion trillion to drive down economies of scale wire transfer letter of credit drastically
Terms related to export and trade
seasonal slowdown to fill orders passively indistinguishable to engage the services of someone to constitute to commit commitment
WARM-UP Source: World Trade Organization
Merchandise exports, US$ 17.3 trillion Figures for WTO members; shown in US$ billion.
Commercial services exports, US$ 4.35 trillion Figures for WTO members; shown in US$ billion.
My notes
88 | Describe export strategy • Unit 19
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READING Why export? ► Increase your profits. More customers mean more sales and bigger profits. ► Improve your economies of scale. More sales lead to increased production, which drives down per-unit manufacturing costs. ► Improve your cash flow. Many exporters are paid in advance by wire transfers or under letters of credit compared to being paid after the product has been delivered domestically, which results in a drastically improved cash flow. ► Spread business risk. By developing alternative markets, exporting can reduce your business risk whenever there is a slow down, disruption, or catastrophic event in your domestic market. ► Manage seasonal slowdowns. Exporting allows you to even out seasonal sales cycles by exporting to countries with seasons that are the opposite of yours or that have little seasonal variations. ► Find alternative sources. As you become more informed about global markets, you may find cheaper, alternative sources of raw materials and components for your manufactured goods. ► Stimulate the economy. Exports are a well-known driver of many positive economic indicators, including job growth.
LISTENING
26
Approaches to export Approach #1: Approach #2: Approach #3: Approach #4: Is the company aware that its product is being exported? Is the company involved in the export process? Who handles the export details?
©2018 Berlitz Languages, Inc.
#1
#2
#3
#4
Describe export strategy • Unit 19 | 89
VOCABULARY & EXPRESSIONS Challenges faced by exporters LANGUAGE
TRANSPORTATION
PACKAGING
MEASUREMENTS
REGULATIONS
PAYMENT
OTHER
My notes
90 | Describe export strategy • Unit 19
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PERFORMANCE What do you export? Think about one product your company exports. • What is the product? Where is it exported to? Why? • What approach or approaches to exporting are used? • What challenges does exporting this product present? Be ready to briefly summarize the export strategy for this product.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Berlitz, PhotoDisc
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Describe export strategy • Unit 19 | 91
UNIT 20
Review OBJECTIVES LADDER
Now you can … Describe export strategy Present ideas for using social media for business Make an after-sales service call Place a service call Describe the development of new products Discuss product life cycles Discuss innovation strategy Suggest ways to promote innovation in the workplace Draft a proposal letter
92 | Review • Unit 20
©2018 Berlitz Languages, Inc.
PRACTICE
GOAL 11 What’s your opinion? the rapid increase in demand for coffee, supplies have shrunk and prices have
1. skyrocketed. 2.
our commitment to employee wellness, it seems reasonable to require annual medical check-ups.
3. We have drastically cut our printing costs. $10,000 per year to $4,000.
the reduction in our toner costs from
4. The Step into Fitness competition was extremely popular. the importance of regular exercise. 5. I wouldn’t use their products again 6. We can introduce the initiative
Owing to
A case in point
even if
, it raised awareness of
they paid me. we get approval from senior management.
Furthermore
Bearing in mind
only if
GOAL 12 How often does this happen? 1. Tamika interested in working with young people. a. always has been b. has always been c. has been always 2. I can’t imagine where Ed could possibly be. He a. is never late b. is late never c. never is late 3. Have abroad? a. ever you worked b. you ever worked
c. you worked ever
4. We what our competitors are doing. a. are checking frequently b. check frequently 5.
for meetings.
c. frequently check
to London when he was working in Europe? a. Did often Tim travel b. Did Tim often travel c. Did Tim travel often
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Review • Unit 20 | 93
GOAL 13 What if we changed? 1. What if / instead of / school students / tablets / textbooks / were issued with → 2. Why isn’t / for cable TV subscribers / it possible / their own channel packages / to put together → 3. What would / everyone / from home / happen if / to work / we allowed → 4. Why / don’t we/ every tall building / on the top of / put solar panels → 5. Why / a four-day / can’t we / switch to / work week →
GOAL 14
27
•
28
•
29
•
30
Not what I expected 1. Gina
the presentation yesterday, but she
2. The company 3. They
the Wizard 2, but on national television, but then they
4. Dora didn’t expect she
in one of the slides. wrote demanding they keep it. for a 15-second spot.
when she created her shopping app.
My notes
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GOAL 15 About how many?
1. The ratio of men to women in computing fields
a. is three to one.
2. Only one out of every fifty people
b. is about one in a million.
3. About fifty percent of new businesses
c. fail during their first year.
4. Four out of ten people worldwide
d. for every one retired person.
5. The chance of your being struck by lightning this year
e. have access to the Internet.
6. By 2025 (in the US), there will be three working adults
f. has green eyes.
GOAL 16 When did it happen? 1. Our printer
(break down) yesterday during a big print job.
2. I
(just speak with) maintenance. They are sending someone up now.
3. I
(be worried) about Lisa because I
4. By the time we 5. The repairman still
(get to) the office, the power (not arrive); we
(not hear from) her in so long. (be restored). (expect) him hours ago.
My notes
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GOAL 17 We liked Claudia's handling of the situation 1. I would like to ask you a few questions. a few questions? → Would you mind 2. You took the time to show me around town. → I appreciate to show me around town. 3. They handled our order. → Were you satisfied with
of our order?
4. I’m worried because he hasn’t called back. → worries me.
GOAL 18 Only a few 1. There were hardly any customers there when I went. a. a few customers b. few customers 2. We spoke to several people during the break. a. a few people b. few people 3. If you’d like to talk, I have some time right now. a. a little time b. little time 4. There is practically no money left in the budget. a. a little money b. little money 5. They had little success with their direct mail campaign. a. almost no success b. some success 6. There are a few things I need to finish up before I leave. a. are a couple of things b. is practically nothing
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GOAL 19 Exports and trade is sold in the US but we do have some foreign buyers.
1. Most of our 2.
allow big companies to manufacture products more cheaply than smaller producers.
3. Some knock-offs are
from the original brands. Customers can’t tell the difference.
4. When we began exporting to Japan, we 5. Exports
the services of a local advertising agency.
approximately 35% of our total sales.
6. They don’t sell directly to customers; their products are sold through an
intermediary
merchandise
indistinguishable
Economies of scale
constitute
.
engaged
YOUR TURN!
GOAL 11 What do you propose? Your company is looking for proposals on how to: • improve the flow of communication within the company • reward excellent performance • reduce waste (especially paper) • become more involved in the community With your partner(s), choose one of the topics and brainstorm several ideas. Work together to draft a proposal letter.
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GOAL 12 How can we promote innovation? Your company would like to do more to promote innovation in the workplace. You are on a team which has been asked to choose an approach for this. Which of the following ways do you feel would be the most effective and why? Creating a special group within the company that focuses on innovation. Increasing the amount of collaboration among colleagues working in different areas. Finding opportunities for collaboration between people inside and outside the company. Encouraging employees to work on their own projects. Other: Get together with the other members of the team to discuss your choices. Which one will you suggest to the company’s management?
GOAL 13 What’s our strategy? You work in the oil and gas industry and are a member of the senior management of your firm. You know that one day the supplies of oil and gas will run out—or they will just become uneconomical to extract. You and the other members of the senior management are meeting today to discuss this question: What direction do you feel the company should take in terms of innovation? Some of the possibilities that have been put forward are: • Should it be investing in products and processes that reduce consumption so that existing supplies last longer? • Should it be investing in new extraction technologies that would make it possible to reach supplies that are currently unreachable? • Should it be transforming itself into an alternative energy provider? • Or, should the company just continue business as usual until supplies run out and then close down?
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GOAL 14 Let’s review our marketing strategy You work in the marketing department of a company that manufactures and sells smart devices, including: • smartphones • tablets • smart watches • smart home appliances Meet with the other members of the marketing team. Discuss: Where are these products in their lifecycle? What will the company need to do to promote these products in the near future? long-term?
GOAL 15 Product development Choose one. • Together with your partner, discuss how televisions have changed over the years. What do you think will happen to TVs in the future? Will they become obsolete? Will they be replaced by something better? What features do you think a TV (or its replacement) should have? • Smart apparel (such as smart watches) is still in its infancy. Together with your partner, brainstorm some other smart apparel products that you have heard of? What others might be developed in the future? How could such apparel be used? Would you buy such a product?
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GOAL 16 Calling the maintenance department
Role A You are having a problem with a piece of equipment in your office. Call your maintenance department and place a request for maintenance. Before you call, note down what the problem was and what you tried to do (if anything) to correct the problem.
Role B You work in the maintenance department. You job is to take down information about service problems and pass them on the maintenance technicians. When someone calls, you need to get the following information: Contact name: Contact phone number: Department: Location of equipment: Type of equipment: Description of problem: Other:
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GOAL 17 Unusual activities on your account
Role A You work for a credit card company where you have an automated system that notifies you when there seems to be unusual activity on a customer’s account. You received such a notification today. It seems that a number of online purchases were made using the credit card of a long-time customer. This has appeared as a red flag in the system because this customer has never used this particular card for online purchases before. Call the customer and confirm whether or not the purchases were made by him / her.
Role B You have been extremely busy lately and have been unable to go out and shop for presents for several relatives who are celebrating birthdays and anniversaries this month. So, despite your worries about credit card theft and fraud, you decided—for the first time ever—to make your purchases online. Your phone is ringing. Answer it.
My notes
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GOAL 18 We need to use social media more
Role A Your company would like to use social media more. Your team has been asked to look into the potential of various types of media. You have been asked to explore how microblogging sites could be used to meet the following objectives: • provide information about products • get feedback on products • build relationships with customers • promote causes your company supports Before you meet with your team, try to come up with at least one example of how microblogging sites could be used to meet each of these objectives.
Role B Your company would like to use social media more. Your team has been asked to look into the potential of various types of media. You have been asked to explore how video sharing sites could be used to meet the following objectives: • provide information about products • get feedback on products • build relationships with customers • promote causes your company supports Before you meet with your team, try to come up with at least one example of how video sharing sites could be used to meet each of these objectives.
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GOAL 19 Talking about export
Role A You are the co-owner of a medium-sized manufacturing company. You have recently found out that some of your customers are buying and then selling your products abroad. Until you discovered this, you did not even realize there was an overseas market for your products! You think your company should start exporting products itself. You know there are several ways you could do this, such as: – exporting indirectly through intermediaries (e.g., a trading company) – exporting directly Today you are meeting with the other co-owner to discuss your export strategy. Your partner is not 100% sold on the idea of exporting. He / She feels it is risky and would involve too much extra work. Suggest a strategy that your partner might be satisfied with. Emphasize the benefits of exporting.
Role B You are the co-owner of a medium-sized manufacturing company. You have recently found out that some of your customers are buying and then selling your products abroad. Until you discovered this, you did not even realize there was an overseas market for your products! Your business partner feels the company should start exporting products itself. You are not 100% sold on this idea. You know that exporting could help increase revenues and overcome seasonal slowdowns. But exporting, to you, sounds like a lot of extra work and extra risk. At the most, you’d be willing to look for domestic buyers who represent foreign end-users or customers. That way, you could learn more about where your products are going before taking any bigger steps. Meet with your business partner and try to convince him / her that you are not ready to start exporting products yourselves.
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Review • Unit 20 | 103
UNIT 21 In this lesson you will ...
Discuss the effects of free trade
Vocabulary & Expressions
Language Focus
(trade) talks pact to conclude (a deal) free-trade area to dig in restriction to discriminate monopoly duopoly oligopoly to distort
Presenting arguments using by + -ing. For example: By paying subsidies to farmers, the government is helping them to compete in the world market.
(trade) barrier tariff fledgling (industry) struggling emerging market to source standard of living to deplete two sides of the same coin sizable referendum
WARM-UP
My notes
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READING What is free trade? Free trade is a policy by which a government does not discriminate against imports or interfere with exports. In its ideal form, free trade allows: ► unrestricted trade of both imported and exported goods and services ► unrestricted access to markets and market information It does not allow: ► trade-distorting policies that give some firms, industries, or individuals an advantage over others ► market distortion through monopoly or oligopoly power
Barriers to trade Quotas
Subsidies
Tariffs
Trade barriers are restrictions on international trade. Governments usually impose them to protect domestic products or industries.
©2018 Berlitz Languages, Inc.
1.
A tax or customs duty on imports. By raising the price of imported goods, they make domestic goods cheaper by comparison. They are also a source of revenue for the countries that impose them.
2.
A limit on the number or total value of a particular product that can be imported or exported during a specified period. By restricting the supply of cheaper imports, they can boost sales of domestic products. However, they may also force domestic consumers to pay higher prices for domestic goods because of smaller supplies.
3.
Money paid by a government to support a particular domestic industry. By making domestic products cheaper to produce than their imported counterparts, they should, in theory, result in lower domestic prices and make exports more competitive.
Discuss the effects of free trade • Unit 21 | 105
LISTENING
31
Pros and cons of free trade Pros: Cons: Pros: Competition Cons: Pros: Jobs Cons: Pros: Standard of living Cons: Pros: Environment Cons: Products
LANGUAGE FOCUS Presenting an argument: by + -ing
Tariffs increase the price of imported goods; this encourages consumers to buy domestic goods. → By increasing the price of imported goods, tariffs encourage consumers to buy domestic goods. Quotas restrict access to imported goods, which limits consumer choice. → By restricting access to imported goods, quotas limit consumer choice. Governments impose limits on a country’s imports and exports; this hurts free trade. → By not imposing limits on a country’s imports and exports, governments allow free trade.
1. Free trade encourages competition, which leads to lower prices. → 2. Outsourcing creates jobs in developing countries; this helps improve the global economy. → 3. Subsidies protect fledgling industries. This gives them a chance to grow. → 4. We imposed a tariff on imported auto parts. We may end up starting a trade war. →
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PERFORMANCE A free-trade debate Your country is considering whether to join a regional free-trade zone. Within this free-trade zone, there are several emerging market countries and a few very wealthy, developed countries. The government has decided there will be a public referendum on this issue. Think about the current economic climate, industry, and environment in your country. Should your country join?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Corbis Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 22 In this lesson you will ...
Network at a trade show
Vocabulary & Expressions
Language Focus
literature trade show (sales) lead to cross-sell competitive intelligence contact details decision-maker
Simple present vs. present progressive vs. present perfect vs. present perfect progressive Pronunciation: words ending in -ate. (extension)
agent co-op principality I couldn’t help + -ing Funny you should (ask) … Why, yes!
WARM-UP – You seem very interested in our products and literature. Is there something I can help you with? – My name is Lily Wong. I am a buyer for one of the retail chains in my country, and you have several items I think would do well in our stores. – Nice to meet you, Ms. Wong. I’m Dan Henderson. Which products were you interested in? Perhaps I can tell you more about them …
My notes
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VOCABULARY & EXPRESSIONS Why attend trade shows? build
conduct a. b. c. d. e. f. g. h.
cross-sell
enter
gather
generate
introduce
recruit
retain
a new product / service product or brand awareness new prospects and networking qualified leads competitive intelligence research and current customers a new market strategic partnerships
GRAMMAR How long have you been working there?
– – – –
SIMPLE PRESENT:
Lazaro works for Crystal Doodads, Inc.
PRESENT PERFECT:
He has worked there for several years.
PRESENT PROGRESSIVE:
Lazaro is working at the company’s booth today.
PRESENT PERFECT PROGRESSIVE:
He has been working there since 8 o’clock this morning.
What do you do? I’m an account executive at Sterling Products. What brings you to the show today? I’m meeting with several of our long-term clients.
©2018 Berlitz Languages, Inc.
– – – –
How many booths have you visited? I’ve visited quite a few so far. Have you talked to many people? I’ve been talking to people ever since I got here!
Network at a trade show • Unit 22 | 109
VOCABULARY & EXPRESSIONS Contacts or leads? MAKING CONTACTS
GENERATING LEADS
► Name
► Company
► Budget
► Time frame
► Position with company
► Contact details
► Product / Solution needs
► Decision-maker
I overheard you saying … – Did I hear you mention you were looking for an agent? – Yes, I did say that. – Let me introduce myself. I’m … – I couldn’t help overhearing you earlier. You said you were interested in children’s electronics? – Why, yes! Do you know anyone in that field? – Funny you should ask … • You heard someone say they needed a new paper supplier. You were talking to a paper supplier earlier. • You overheard part of a conversation about organic growers. You represent an organic growers’ co-op. • You are talking to an appliance wholesaler. You have met someone who’d like to export appliances.
PERFORMANCE Doing Business in Calacandra You are at a Doing Business in Calacandra trade show in Scotland. Calacandra is a tiny European principality that has only recently opened its borders to trade. The event is being sponsored by the Calacandran Ministry of Trade.
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Role A Your name is R. Callibat, and you are chief buyer for Callibat and Co., a well-known Calacandran electronics firm. You do most of your business at home and in neighboring countries, but you decided to attend this conference to see what the British have to offer. You expect the trade show to be very interesting and hope to make many new business contacts. If possible, you would like to find some new products to sell at home. You have spent many holidays in Scotland and love golf.
Role B Your name is K. Rajput, and you work for the Cambridge-based firm Mankin Engineering, where you are a project manager. Mankin is interested in possible infrastructure development projects in Calacandra. This is your first trade show as you only began working at Mankin last year. Before that, you worked in Glasgow at a large construction company. You're glad to be back in Scotland, even if just for a short time. You plan to visit your family while you are here.
Role C Your name is B. Boyd, and you are the president of a small but growing electronics firm outside of Boston, Massachusetts. You came to this trade show to see whether you could find possible Calacandran trading partners. You are excited by the possibility of finding a new market for your products. You visit the UK frequently, and often go on walking and hiking tours here.
Role D Your name is D. Calisundra, and you work at the Calacandran Interior Ministry. Your boss (the minister) has sent you to this trade show to gather information on engineering and construction companies. There are several large development projects planned for the next five years—and it's more than the few Calacandran companies can handle. You've never been abroad before but would highly recommend Calacandra for its beautiful scenic mountains—perfect for hiking.
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Role E Your name is M. Warden, and you are originally from Australia. For the last six years, you have been living and working in Seoul, Korea, where you are employed in the sales department of Sun Enterprises, a manufacturer of electronic components. Your company is very interested in expanding its exports—including to the just-opened Calacandran market. You are at the trade show on a fact-finding mission. You are an avid photographer and also enjoy the occasional round of golf.
Role F Your name is N. Calanova, and you are from Calamopolis, the capital of Calacandra. You are an undersecretary at the Ministry of Trade. You've been sent to promote trade with Calacandra. The government offers tax breaks to companies willing to invest in the country and has recently eliminated the tax on imports. You have been traveling a lot recently. (The Trade Ministry is new, and there are a lot of countries to visit.) You enjoy taking photos of the places you go to. This is your second trip to the UK.
My notes
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CONSOLIDATE & APPLY
32
Say it right! Words ending in -ate Many words ending in -ate can be nouns, adjectives, or verbs. For most nouns and adjectives, the -ate ending is unstressed and sounds like the word it. For verbs, however, the -ate ending is stressed and sounds like ate. 1. Cynthia is a college graduate 2. XM Co. is an affiliate 3. Our corporate
, but she didn’t graduate
of ours, but we are not affiliated
with ExEm, Inc.
headquarters is in Basel. The company was incorporated
4. Who was delegated
the task of looking after the foreign delegates
5. It would take weeks to duplicate 6. They decided to separate
until last year.
?
our work, so we’d better make a duplicate
because they wanted to visit separate
in 1955.
of our report.
companies.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Thinkstock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 23 In this lesson you will ...
Assess and follow up on a lead
Vocabulary & Expressions
Language Focus
to nurture hot (prospect) out of one’s league It checks (ticks UK) all our boxes. to fit the bill to be eager (keen UK) to
Making initial follow-up calls Following up in writing Multiword phrasal verbs. For example: to go through with, to follow up on, to get through with, to live up to, to get back to, to put up with, to miss out on. (extension)
to stand out prospect (= opportunity) tea caddy selection decor (or décor)
WARM-UP – This was your first expo, wasn’t it? Did you make any new contacts? – Loads! Look at all the cards I got. – Great! How many of them are good leads? – A couple of them seem like really good prospects, but most of them will take a little nurturing. – Fine. Let me take a look at your list after you’ve compiled it. We can go over what to do next.
My notes
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VOCABULARY & EXPRESSIONS Are they a hot prospect?
A: The prospect is qualified, interested, and eager to do business.
C: The contact is interested, but not able to do business at this time.
B: The prospect is qualified and interested, but needs nurturing.
D: The contact is not interested.
1.
Your product is very interesting, but it doesn’t quite fit the bill. Thank you for demonstrating it for me, though.
2.
What you offer sounds great and we are interested, but at the moment we’re under contract to another agency. Perhaps when that contract expires, we could talk again.
3.
I really like what I’ve seen, and I think we might be able to do business. Why don’t I get in touch with you next week when I’m back in my office?
4.
What you’ve shown me checks all our boxes; unfortunately, the price is out of our league—at least for now. Maybe when the economy picks up and things begin to improve …
5.
It’s what we’re looking for, but we have to get two other proposals before we make a decision.
Tip!
to check boxes to tick boxes
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VOCABULARY & EXPRESSIONS How should we follow up? • A personal phone call or email to say thank you • A reminder about special trade show offers • A note plus a copy of your most recent company newsletter • A thank-you to all visitors to your booth on your website • A personal letter including requested information • •
Tip!
After a trade show, you should follow up within 24 hours. Acting quickly will make you stand out from your competition.
READING Here is the information you requested!
Dear Ms. Parker, It was a pleasure speaking with you at the Hospitality and Catering Trade Fair. I am delighted at the prospect of making our fine, high-quality teas available to Wyatt Hotel guests in their rooms. As you requested, I am sending a catalog of our teas and tea caddies. As you saw at the show, our caddies come in a wide range of sizes and styles, designed to suit the décor of practically any room. I have also enclosed a selection of some of our most popular teas. I invite you to relax and enjoy a cup while looking through the catalog. When you’ve had a moment to consider which of our items would be most suitable for you and your guests, please take a moment to fill out and return the “I’m interested in …” form at the back of the catalog. (This form is also available on our website.) In the meantime, if you have any questions, please do not hesitate to get in touch with me. I look forward to hearing from you.
Yours sincerely, Grace Bowman Gracious Teas, Ltd. Encl.
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PERFORMANCE It was a pleasure meeting you One of your contacts from the Doing Business in Calacandra trade show requested some additional information from you. Draft a letter to your contact. How will you …? 1. acknowledge your contact’s interest 2. describe what your package contains 3. involve the contact with the materials you sent 4. encourage the contact to respond
My notes
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Word Power Multiword phrasal verbs 1. Have you
a solution yet?
2. If I can’t make it, will you
me?
3. We don’t know if they will 4. Has it
the deal.
your expectations?
5. Tina’s asked me to
her next month.
6. Jack’s so bossy! Why do you 7. I know we can do it. Don’t 8. Where were you? You 9. We’ll be 10. When you
him? us yet! the excitement!
the samples in the mail. the paper, can you give it to me?
a. get back to
b. fill in for
c. looking out for
d. missed out on
e. go through with
f. give up on
g. lived up to
h. come up with
i. put up with
j. get through with
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Age Fotostock
118 | Assess and follow up on a lead • Unit 23
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 24 In this lesson you will ...
Decide on an approach to a negotiation
Vocabulary & Expressions
Language Focus
to drive a hard bargain to handle … with kid gloves terms and conditions negotiable non-negotiable adversary to yield to dig in one’s heels
Responding to ploys Idioms and expressions with hard. For example: no hard feelings, to learn the hard way, to take a hard look.
ploy to penalize to insult to take something personally to bluff to call someone’s bluff to be a joke (= ridiculous)
WARM-UP – Who do you think should lead the negotiations with Outerwear Fashions, Inc.? – I was thinking that Jane might be a good choice. She’s got a pretty good track record. – She’s also got a reputation for driving a hard bargain, and this situation calls for kid gloves. – Well, who did you have in mind?
My notes
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Decide on an approach to a negotiation • Unit 24 | 119
VOCABULARY & EXPRESSIONS What do we negotiate?
TERMS OF A CONTRACT
PROJECT TERMS
TERMS OF EMPLOYMENT
TERMS OF A SALE
Negotiable terms and conditions for • • •
• • •
READING What type of negotiator are you? A
B
The goal of negotiation is
to reach an agreement.
to win.
During negotiations, I
trust my partners.
distrust the other side.
If there’s a conflict, I
consider compromising.
dig in my heels.
To achieve my goal, I will
make concessions.
demand concessions.
In tough situations, I
yield to pressure.
apply pressure.
When making decisions, I seek
mutually acceptable solutions.
the best solution for my side.
I see negotiation partners as
friends.
adversaries.
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LANGUAGE FOCUS Responding to ploys Ploy
Response
Threatening to penalize you or to stop negotiations if you do not make compromises.
Tell the other side you don’t respond to threats and that you won’t continue negotiating under such conditions.
Insulting you, your company, your qualifications, your products, your service, your honesty, etc.
Don’t take it personally; restate your position, letting the facts make your case for you.
Bluffing about their circumstances or alternatives in order to improve their negotiating position.
Call their bluff—ask them to produce evidence that supports their statements.
1. Ploy: “Your prices are extremely high. We can get a much better deal with another company. I think we’ll take our business elsewhere.” Response: 2. Ploy: “You can’t be serious about this offer. Your rates are a joke! Your entire proposal is poorly thought out.” Response: 3. Ploy: “If you don’t start making some concessions, we’re leaving. And we’ll be sure to tell your other clients how unwilling you are to negotiate.” Response:
My notes
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PERFORMANCE How should we approach the situation?
Coffee Hour, Inc. Team A You opened the first Coffee Hour franchise in your country five years ago. Coffee Hour, Inc. is the world's fastest-growing chain of cafés serving gourmet and specialty coffee. At the time you purchased the franchise, Coffee Hour, Inc. structured the contract according to revenue projections typical of the revenue of franchises in neighboring countries. Some concessions were made for local market conditions. After five years of operation, your revenues have been nowhere near initial projections. You are finding it extremely difficult to fulfill your financial obligations to your franchiser. In fact, you have submitted no payments to Coffee Hour, Inc. in the last six months. According to the terms of your contract, you should pay the Coffee Hour, Inc. 7.5% of your total annual revenues, with the minimum annual total set at $50,000. But between the stagnation of the local economy, the loyalty of your city's residents to privately owned cafés, and the high import fees on coffee, you are barely breaking even. You recently wrote a letter to Coffee Hour, Inc., explaining that you cannot continue to do business under the current terms. You have requested that your contract be renegotiated. If this is not possible, you feel you will have to close the café. After receiving your letter, Coffee Hour, Inc. agreed to meet with you to discuss your problems.
My notes
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Licensing Agreement Team A You represent a company that is among the leaders in school supplies for children— backpacks, lunchboxes, binders, notebooks, pencil cases, etc. Two years ago, your company partnered with a major player in the children's entertainment industry. The agreement allows your company to feature well-known characters from your partner's movies and TV programs on your products. The agreement calls for your company to pay several million dollars per year for the licensing of the characters. In addition, your company pays a 10% royalty payment to your partner on every product you sell that carries one of the licensed characters. It has become painfully clear that the agreement is not financially beneficial to your company. While your overall sales have increased and the sales of the products that carry the licensed characters have been good, you have not boosted sales sufficiently to make the partnership a success. You have informed your partner that you would like to renegotiate the contract. If the license cannot be renegotiated under better terms, your company will be forced to terminate the relationship at the end of the five-year contract.
Coffee Hour, Inc. Team B You represent the franchising division of Coffee Hour, Inc., the world's fastest-growing chain of cafés serving gourmet and specialty coffees. You have franchises in 18 countries and have plans to open locations in another 15 countries over the next three years. One of your franchisees is struggling to meet its payment obligations. At the time of the sale of the franchise, you structured the agreement according to revenue projections typical of the revenues of franchises in neighboring countries. You even made concessions based on local market conditions. After five years of operation, this franchise's revenues have been nowhere near initial projections. At present, the franchise is just breaking even and has submitted no payments to Coffee Hour, Inc. in the last six months. You do not fault the franchise operators; they are good businesspeople. According to the terms of the contract, the franchise should pay Coffee Hour, Inc. 7.5% of its total annual revenues, with the minimum annual total set at $50,000. Recently, you received a letter from the franchise explaining that it cannot continue to do business under the current terms. They have requested a renegotiation. You immediately arranged a meeting with the franchisee to discuss the situation. You need to keep any franchises from closing, but you also don't want to give overly generous concessions because that could set a precedent with other franchisees.
©2018 Berlitz Languages, Inc.
Decide on an approach to a negotiation • Unit 24 | 123
Licensing Agreement Team B You represent a major player in the children's entertainment industry. The characters from your movies and TV programs are known all around the world. You have entered into many successful licensing agreements over the years with fast-food chains, publishers of coloring books, and clothing companies. Two years ago, you entered into an agreement with one of the leaders in children's school supplies. The terms of the contract were very attractive to your company: several million dollars per year for the licensing of the characters, plus a 10% royalty payment on every product they sell that features one of your characters. As with all of your licensing arrangements, you have worked closely with this new partner to ensure that the integrity of your characters is maintained and that your brand is well represented. You are very happy with the way this partner has used the licensed characters; however, you also know that their sales are lower than projected. They have asked to renegotiate the contract. You have some flexibility with the royalty percentage, but the annual licensing fee is non-negotiable.
My notes
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Word Power Idioms and expressions with hard 1. Be sure to 2. Tim’s
the terms and conditions before you sign. approach is what turned the company around during the recession.
3. I’m sorry I got upset with you. 4. The problem there is 5. They really
? . We can’t figure out what’s going on.
about changing the venue for the negotiations.
6. I told Greg it wouldn’t work. Oh, well. Sometimes you just have to
.
a. a hard nut to crack
b. give someone a hard time
c. hard-nosed
d. learn the hard way
e. no hard feelings
f. take a hard look at
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Berlitz, Berlitz, Berlitz, Berlitz
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 25 In this lesson you will ...
State the objectives of a negotiation
Vocabulary & Expressions
Language Focus
vendor to knock off top- / bottom-line objective target objective walk-away position BATNA purely to (be) looking to …
Reframing. For example: Your request is a challenge, not a problem. The glass is half full, not half empty.
interest mutually beneficial to bargain bargaining table greedy to reframe (an issue) high marks
WARM-UP – So, do you think we’ll be able to get Genesis Toys to come down on price? – I think so. Ideally, I’d like to get a 10% discount off the per-unit rate, but if they came back with 6 or 7%, it would still be a good deal. – And if they aren’t willing to knock off that much? – Well, there are other areas open to negotiation, but if we can’t find a way to work within our budget, then we will have to consider other vendors.
My notes
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VOCABULARY & EXPRESSIONS Know what you want
Top-line objective: best possible outcome (a.k.a. the “best-case scenario”)
Target objective: a reasonable, realistic outcome
Walk-away position: an unacceptable outcome; the point where you can no longer negotiate
BATNA: best alternative to a negotiated agreement; options for what to do if you cannot achieve your bottomline objective.
Bottom-line objective: lowest acceptable outcome
• You are selling your home. The housing market has been flat for the past year. • You’d like a promotion. You’ve been doing the same job for years and are ready for new challenges. • You plan to ask a supplier for a discount. Your company has been a loyal customer for many years. • Your boss wants you to work on a big project next month. You have booked a vacation during that time.
My notes
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LISTENING
33
Win-lose or win-win?
Do
Don’t
WIN-LOSE
WIN-WIN
LANGUAGE FOCUS Things could be worse
Reframing is a technique used in negotiations to change a negative into a positive, to turn a weakness into a strength, to make a problem an opportunity—and to focus attention on your objectives and away from those of your negotiation partner. Here are some examples: – The completion date you propose is no good. We want to move into our new offices at the end of May. – We could do that, but the extra two weeks we proposed would mean the difference between a functional office and a fantastic one. – A 10% pay increase at this time is just not possible. – But have you considered the effect it would have on morale and productivity? That would benefit both the workers and the company. – That’s just out of our price range. – I understand where you’re coming from, but have you seen the energy rating? This is the most economical, environmentally friendly model available on the market.
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PERFORMANCE Fulfilling a training need
CLIENT Your organization needs to arrange customer-service training for 100 employees in five countries. You have been asked to get bids on two-day training programs. You have identified three vendors who seem capable of delivering the training services you need. The budget you have for this training project is $120,000, including any travel costs. You would like to complete this training as soon as possible, but no later than six months from now. You would like to have the training program delivered at your company's locations, seven in the US and two each in the other countries.
VENDOR 1 You represent Superior Training Inc., the biggest name in employee-training services. You have been delivering high-quality training programs for 25 years. Your organization is widely recognized as the market leader in your country. You provide training services worldwide—via your online classroom, at your company's training centers, and on your clients' premises. The average price for a two-day training course is approximately $1,500 per person for groups of at least five trainees plus any travel expenses. You have a team of 50 customer-service training facilitators located in Europe, the Americas, and Asia—40 of them are fully booked for the next six months.
VENDOR 2 As a former manager at Superior Training Inc., you have a great deal of experience in corporate training. You started your own company—Training for Success—three years ago, with the idea of offering companies training solutions that were more economical. Your focus is technology-enhanced and technology-delivered solutions. Although a relatively new player in the field, your organization has received high marks from leading business publications. Your award-winning customer-service training program is delivered in real time via the Internet and involves the participants in challenging group-based tasks with the meeting facilitator providing feedback on their performance. The average price for a two-day training course and participant materials is approximately $1,000, with four to eight trainees in a session. When possible, you encourage employees in different countries to join the sessions. As soon as the contract is signed, you can set up the sessions to start within three weeks.
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VENDOR 3 You represent Global Service Training. You have been in business for ten years and have established yourself as a key player in the field of customer-service training. You have offices in several countries, and you are adept at delivering programs to multinational corporations. Your programs are ready to go within as little as a week. you charge a flat $1,000 fee to customize the participant materials. The average price of a two-day training course and participant materials is $1,200 per participant for groups of 4-6 employees, $1,000 per participant for groups of 7-8, and $850 per participant for groups of 9-10. Meals, facility and equipment rental if needed, and facilitator expenses are extra.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, iStockphoto
130 | State the objectives of a negotiation • Unit 25
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UNIT 26 In this lesson you will ...
Make and respond to offers
Vocabulary & Expressions
Language Focus
to observe niceties preliminaries counterpart to talk (politics) to test the water within / out of the range
Language of offers in negotiations
to divulge justification to hold someone to something off-the-record reservation price to haggle
WARM-UP – – – – – – – – – – –
Hello, Mike. Nice to see you again. You, too, Paul. I’m ready to get down to business. Did you see the game last night? No, I didn’t. I was at the theater with my wife. About our deal … What did you see? The Broadway Producers. Anyway, now I’m here … I saw that last year. It was fantastic. How did the two of you like it? Could we get down to business? Oh, sure. Can I get you something to drink first? How about some coffee? That’d be fine. Now, first things first. I’d like to propose two years at $500,000 … Cream or sugar?
My notes
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VOCABULARY & EXPRESSIONS Do and don’ts of negotiation preliminaries DO • Try to establish a personal connection. • Let the other side get to know who you are. • Make small talk. • Compliment your counterpart.
DON’T • Start talking numbers right after Hello. • Let your emotions show. • Talk politics. • Make negative comments, especially if you’re the visitor.
LANGUAGE FOCUS The language of offers Making an offer—testing the water We’re prepared to offer you $3.5 million over a ten-year period. What would you say to $3.5 million over a ten-year period? Making an offer—take it or leave it Twenty-seven five is the best we can do. Twenty-seven five. That’s our offer. Responding to an offer—within the range Fifty thousand? That’s considerably more than we expected. Fifty thousand. Well, it’s a starting point. I hope you’re prepared to negotiate. Responding to an offer—out of the range That’s out of the question. If that’s your offer, it looks as though we have nothing to discuss.
My notes
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LISTENING
34
Opening offers—FAQs 1. Why is it necessary to justify an opening offer?
2. Can I be held to an informal offer or off-the-record comment I made? Why, or why not?
3. Why should I open with a high goal?
4. Is it a good idea to state a price range? Why, or why not?
5. If price is the main factor in a negotiation, under what condition can I say what I’m prepared to pay?
6. What do I do if the other side suggests completely unreasonable terms?
PERFORMANCE Make me an offer You are buying or selling one of these items. Use the information on the role card you receive to help you determine your target price, your reservation price, and your opening offer. You will then meet with your partner and begin your negotiation.
Car for sale
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Oriental rug for sale
House for sale
Make and respond to offers • Unit 26 | 133
Used car: Seller You are selling your car. The car is four years old and in excellent condition. It has 35,000 miles (56,300 km). According to several Internet guides, the car is worth about $18,000. You are moving abroad in two weeks and want to sell your car as quickly as possible. You've already spoken to a potential buyer on the phone and he / she is coming by to see it soon.
Used car: Buyer A person living in your neighborhood is selling his / her car. The car is four years old and in excellent condition. It has 35,000 miles (56,300 km). According to several Internet guides, the car is worth about $18,000. You think it would be ideal for your needs. You've also heard from another neighbor that the owner is desperate to sell. You've already spoken to him / her on the phone and are going by to see it.
Oriental Rug: Seller You recently listed an oriental rug on a classified ads website. The ad included a photo. The rug is in excellent condition. You have listed the price as “$2,500 or best offer.” After exchanging a couple of emails, an interested buyer is coming to see the rug in person.
Oriental Rug: Buyer You have recently seen an ad for an oriental rug on a classified ads website. Based on the description and the photo, you think it is the perfect size, shape, and color for your living room. The ad says the rug is in excellent condition. The price is “$2,500 or best offer.” After exchanging a couple of emails with the seller, you are going to go see the rug in person.
My notes
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House: Seller You are planning to sell your house. A neighbor of yours mentioned that he has a friend who might be interested in buying your house. Other similar houses in your area have sold for between $250,000 and $300,000. It's a popular area, and houses tend to sell quickly. You've arranged to meet with your neighbor's friend to talk about the house.
House: Buyer The neighbor of a close friend of yours is planning to sell his / her house. Your friend has described the house to you—and you think it sounds perfect. Other similar houses in the area have sold for between $250,000 and $300,000. It's a popular area, and houses tend to sell quickly. You've arranged to meet with your friend's neighbor to talk about the house.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, Berlitz, Getty Images, Getty Images, Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Make and respond to offers • Unit 26 | 135
UNIT 27 In this lesson you will ...
Overcome obstacles during a negotiation
Vocabulary & Expressions
Language Focus
take-it-or-leave-it (offer) to offend motive prepared to iron out more or less to hammer out deadlock (at an) impasse once-over
Giving an update Being noncommittal Overcoming obstacles Negotiations terms from poker. For example: poker face, to fold. (extension)
noncommittal to build momentum to put yourself in someone’s shoes rebate tension to regulate poker (extension activity) winner-take-all (card game) (extension activity)
WARM-UP
We’ve encountered an unexpected obstacle to our negotiations. Blackwell has made us a very generous take-it-or-leave-it offer. I have not said yet whether we will accept or not, but they have clearly indicated that they are not willing to haggle over this. Being a long-standing client, I do not want to offend them, but I do question their motives. Do you have any idea why they are prepared to make such a concession? I have told them I will give them an answer after lunch.
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VOCABULARY & EXPRESSIONS What’s the status of the negotiation? WHEN TALKS ARE PROGRESSING
WHEN TALKS ARE STALLED
– How are the negotiations going? – Great. We've ironed out most of the issues.
– How are the negotiations going? – Not well. We've reached a stalemate.
– Where are you with the negotiations? – It looks like we’ve got a deal. Their lawyers are reviewing the contract today.
– Are the negotiations on track? – Not exactly. We’re deadlocked over the quality control issue.
– Are we any closer to closing the deal? – The overall deal is more or less negotiated, though some details are yet to be hammered out.
– Are we any closer to signing the contract? – Not really. We’re at an impasse over pricing.
LISTENING
35
•
36
•
37
They’re being noncommittal Conversation 1 – So, are we ready to close the deal? – We’d like to give the contract (1) . We’ll (2) when we’ve made a decision to move forward. Conversation 2 – We’re really impressed with your track record. We’d love to have you on our team. . Would – Thank you very much, but I’d like a couple of days to (3) that be all right? Conversation 3 – Surely, a 15% discount for a long-term partner like us isn’t too much to ask? – Well, I (4) 15%, but let me (5) at the projections. I’ll see if perhaps we can (6) .
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VOCABULARY & EXPRESSIONS
Overcoming deadlock 1. Ask open-ended questions. 2. Emphasize shared goals. 3. Generate alternative solutions.
4. Stay focused on the issues. 5. Resolve issues one at a time to build momentum. 6. Try to see things from the other side’s perspective.
a.
I suggest we deal with the technical specs first. Then we can look at production issues.
b.
I think that that might be an issue we could consider at a later date.
c.
If I were in your shoes, I might feel the same. We need a solution that works for both of us.
d.
Perhaps instead of a subsidy, we might consider some kind of rebate?
e.
We’re both interested in the same thing: raising the standard of living in the downtown area.
f.
What time frame would work for you? How is this related to your schedule?
PERFORMANCE It’s not fair! You work for a large global company with offices in 25 cities around the world. The human resource policies of the company vary from country to country, largely due to the varying local labor laws that regulate certain employment conditions. Employees in the different offices often work together, and they are aware of the differences. In some offices, this has created tension. What differences could be causing tension?
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Role A You are the upper management of a global company headquartered in (name any country). In one country where you do business, there is a particular unhappiness among employees about differences in vacation time. They receive one week of paid vacation per year, but they know that in some other countries employees receive four or even five. In fact, they are so dissatisfied that they have threatened to go on strike because of this issue. If they strike for even three or four days, your business will suffer significant losses: for every day on strike, the company loses $10,000. You must find a way to avoid a strike without damaging your company's financial situation. You are meeting the employees now.
Role B You are employees of a global company in (name any country). The company pays at least 20% more than other companies in your area. You are unhappy because in your country you only get one week of paid vacation per year, but in some of the other countries where your company has operations, employees receive four or even five weeks of vacation per year! You think this is unfair. In fact, you are so dissatisfied that you and your coworkers have threatened to go on strike. You are meeting someone from upper management now.
My notes
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Word Power Negotiations—it’s only a game Negotiations are often compared to games and competitions. Many terms used to describe negotiations come from poker, a winner-take-all card game. While Harry plays his cards close to his chest (1. ) when negotiating, Jessie doesn’t have to. Her poker face (2. ) is so hard to read that if she calls his bluff (3. ) , he’ll fold (4. ) . Sharon, however, prefers to lay all her cards on the table (5. ) . She believes it builds trust.
a.
an emotionless expression that hides one’s true feelings
b.
challenge someone to do what they have said they will
c.
be extremely secretive and cautious about one’s intentions
d.
not keep any secrets; show what you have
e.
stop playing, give in, and withdraw from the game
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
140 | Overcome obstacles during a negotiation • Unit 27
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 28 In this lesson you will ...
Discuss changes in the workplace Vocabulary & Expressions to pull up a growing number collaboration to disappear communal shift work
casual labor (labour UK) isolation isolated secure stability
Language Focus Adding information: furthermore, moreover, besides (that). For example: The typical 9-to-5 workday will disappear. Furthermore, more employees will work from home.
WARM-UP – Hello, Sanjay. How are you? How’s the weather there? – I’m fine, Paul. As for the weather, well, you know, it’s the rainy season. Did you get the file I sent you yesterday? – Sure did. I’ve made a couple of changes to one of the slides. Let me just pull that up. How is your daughter, by the way? Is she feeling any better? – Oh, she’s fine now. Thanks for asking. – OK, so, here’s the slide. As you can see …
My notes
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VOCABULARY & EXPRESSIONS Forecast: The changing work environment
Although some Online Businesses In many There are workers still go collaboration increasingly look for respects, the communal to an office, a with and hire skilled “typical” 9-to-5 workspaces growing colleagues who people from around workday has available number of form the world to work on disappeared. where people employees international projects. These Project can share work from work groups is people are employed timelines and resources home and only common. on a short-term deadlines rather than go to the office contract or freelance dictate when working from for important basis. Full-time and how much home or meetings (if at employee contracts people work. renting formal all). are often limited to a Workers have office space. small core of key more flexibility management to balance personnel. home and work commitments. What other changes in the work environment do you predict for the future?
My notes
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LANGUAGE FOCUS Adding information
The Internet allows employees anywhere to collaborate. Furthermore, work can be done around the clock. In developed countries, the population is aging. Moreover, many people are deciding to retire later. Telecommuting is convenient for many people. Besides (that), it can help companies cut costs. 1. I’m learning Polish because it would be useful in my job. I also want to learn more about the culture. → 2. A lot of our equipment needs maintenance and repairs. Some of it should simply be replaced. → 3. The training they offered didn’t actually meet our needs. And it was overpriced. →
VOCABULARY & EXPRESSIONS Types of work arrangements full-time work part-time work shift work temporary work seasonal work casual labor fixed-term contract telecommuting self-employment / freelance
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autonomy flexibility independence isolation personal development security stability cooperation supervision
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LISTENING
38
•
39
•
40
What do you like about your work? 1. What does Brittany like about her work? a. independence
b. stability
c. flexibility
2. What disadvantages does Kyle mention? a. isolation
b. lack of supervision
c. lack of autonomy
3. What benefits does Dana refer to?
a. holidays and free time b. autonomy and security c. pay and work-life balance
PERFORMANCE Survey What do you think work will be like in the future? Think about where and how many hours people work. Come up with several statements then survey others to find out what they think. Do they agree with you? Why / Why not? Be ready to summarize your findings.
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CONSOLIDATE & APPLY
So, what is the future of work? No one has a definite answer, but given the current trends, what is certain is that work will change. And whatever the change, it is sure to be both challenging and fascinating. Some experts also believe that people will change jobs and careers more often than they do now. The old stereotype of being employed by the same company, working in the same industry, doing the same type of work for 30 years is becoming increasingly rare. Soft skills that can be applied to many different jobs will become even more important. Work-life balance, reducing commuting time, and environmental issues will greatly influence the way we work in the future. Today, more and more jobs can be done from just about anywhere; thus, quality of life is becoming a significant factor for job seakers and job changers, and will certainly dictate career choices in the future. Twenty-five years ago, jobs such as webmaster or network architect didn't even exist. Nowadays, the Internet and networks are part of our everyday lives. What will the world of work be like in the next 25 years? Information technology and communications already play a very important role in the workplace. They allow people to communicate faster, receive information in real time, and collaborate with colleagues around the world. Relationships between individuals are becoming increasingly important in business.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Discuss changes in the workplace • Unit 28 | 145
UNIT 29 In this lesson you will ...
Discuss changes and trends in the job market
Vocabulary & Expressions
Language Focus
STEM rosy mining agriculture social assistance aging information security analyst
Making suppositions: I suppose …, I imagine …, It may be due to …, It could be a result of …, Perhaps …
physician susceptible susceptibility logistics substantial to characterize (characterise UK)
WARM-UP
My notes
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READING Where will the jobs be?
According to the US Bureau of Labor Statistics (BLS), total employment in the United States is expected to increase by 10.8% over the next decade. Nearly one-third of the total projected increase will come from the health-care and social-assistance sector. The biggest decreases during the decade are predicted for the agriculture, federal government, and utilities sectors.
Tip!
federal = national (government)
My notes
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LANGUAGE FOCUS Making suppositions
It’s interesting to note that so many jobs will come from the health-care sector. I suppose that’s because the population is aging. I imagine that more information security analysts will be needed as greater numbers of people conduct their everyday and business transactions online. The increase in the need for nurse practitioners may be due to a shortage of doctors in the future. Growth in the construction industry could be a result of people moving out of the cities to the suburbs. Perhaps globalization is driving the increased demand for more interpreters and translators.
What suppositions can you make based on the data in the chart above?
My notes
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LISTENING
41
Is your job at risk? 1. What percentage of US jobs is at high risk of being computerized?
2. How many occupations did the researchers analyze?
3. How do the researchers define “high risk”?
4. Which occupations are in the high-risk category?
5. What characterizes low-risk jobs?
6. Which occupations fall into the low-risk category?
My notes
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PERFORMANCE Preparing for the future Think about your company and / or industry and the major trends— demographics, technological change, and globalization—that will affect jobs in the future. Choose one of these trends and consider how the needs of the company / industry will change. What suppositions can you make? • Will there be an increase in demand for some jobs? Will certain jobs disappear? • How can current and future workers prepare for those changes? • What should your company / industry be doing? • Does the government have a role?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Berlitz, Getty Images
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UNIT 30
Review OBJECTIVES LADDER
Now you can … Discuss changes and trends in the job market Discuss changes in the workplace Overcome obstacles during a negotiation Make and respond to offers State the objectives of a negotiation Decide on an approach to a negotiation Assess and follow up on a lead Network at a trade show Discuss the effects of free trade
©2018 Berlitz Languages, Inc.
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PRACTICE
GOAL 21 Making an argument 1. Quotas restrict the availability of imports. This may boost sales of domestic products. → By 2. Governments introduce tariffs. This drives up the price of imports. → By 3. Subsidies make domestic products cheaper to produce. This make exports more competitive. → By 4. Will we sign the free trade agreement? What will we gain? → What
GOAL 22 We have been trying to find a new office building, but we haven’t found one yet 1. We (look) a new supplier because our previous one business recently. 2. Lily earlier
(go) out of
(meet) dozens of people at the trade show so far. The people she was talking to (work) in the automobile industry.
3. Our company (come) to this particular trade fair since 2006. We (do) a lot of business here. 4. They 5. We
(not attend) this year’s event because of budget cuts. It seems they (not do) very well lately. (not have) a stand. We
(just be) here as visitors.
My notes
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GOAL 23 1. How long are we going to have to 2. When you
these terrible conditions?
that, can you pass it on to Richie? He’d like to see it, too.
3. Because of all the negative publicity, the decided not to 4. This is a great deal! You don’t want to 5. I’ve asked Monica to
the merger deal.
it, do you?
me while I’m in Las Vegas.
6. We’ve got pretty high expectations. Do you think you can
miss out on
put up with
GOAL 24
get through with
42
43
•
•
44
•
go through with
them?
fill in for
live up to
45
A hard look at a hard time 1. The problem is
.
a. a hard nut to crack
b. hard-nosed
2. The negotiator was given a. a hard look
for offering a big discount.
b. a hard time
3. Helen learned about project management a. the hard way
b. hard sell
4. It seems the buyer
bargain.
a. drives a hard
b. hard drives a
©2018 Berlitz Languages, Inc.
.
Review • Unit 30 | 153
GOAL 25 Let’s reframe that 1. Six weeks? We were hoping to have this done in a month. 2. I’m afraid this place is a bit farther from the city than we wanted. 3. I think we could find cheaper parts for our equipment online. 4. I really want to sell the company as quickly as possible. 5. Your fees are just too high. I’m afraid I’ll need to get another bid before negotiating further.
a. We think that’s unlikely, but we’d be happy to hold your order until you’re ready to proceed. b. But the public transportation is excellent – and you get twice as much home for your money here as you would closer to town. c. Well, we could do that. But the extra two weeks would make the difference between a good job and a great one. d. It’s possible you’ll find better rates, but our trainers are the best in the industry. e. I understand your position, but have you considered how your employees and loyal customers will react?
My notes
154 | Review • Unit 30
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GOAL 26 Is that an offer?
offer: testing the waters
1.
$75 an hour is the best we can offer.
2.
What would you say to $500,000?
3.
$200 per piece? That’s out of the question.
4.
That’s a start. How about $25,000?
5.
Ten thousand. That’s our final offer.
6.
It looks like there’s nothing left for us to talk about.
offer: take it or leave it
response: out of range
response: within range
GOAL 27 An update The negotiations with Blackwell are back on track. We’ve managed to overcome the we experienced yesterday. The issue concerning delivery times has been . We are now about prices. We will try to the quality control question tomorrow. If there are no more major obstacles, I think we will have a by the end of the week. I’ll keep you posted.
hammer out
©2018 Berlitz Languages, Inc.
haggling
ironed out
more or less
deadlock
deal
Review • Unit 30 | 155
GOAL 28
46
•
47
What do you like about your work? 1. Stephanie likes working for a small company because she much more about . Besides that, the staff is 2. Jeffrey works as a freelancer but misses the doesn’t get a . Moreover, he has to pay
and she is learning ; it’s like a . of being a company employee. He .
GOAL 29 I suppose 1. Is the unemployment rate high because of the recent factory closures? (may be due to) →
.
2. Will the retirement age increase because there are fewer and fewer younger workers? (I suppose) → . 3. Will we all be driven around in driverless electric cars one day? (I imagine) →
.
4. Is the predicted increase in health care jobs being driven by the needs of the older population? (Perhaps) → ? 5. Might the recent political unrest cause disruptions to travel and tourism? (could be a result of) → .
My notes
156 | Review • Unit 30
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YOUR TURN!
GOAL 21 What is your argument?
Role A You are an elected government official. Today you will be debating whether to enter into a free trade agreement with a distant developing country. You think your country should sign the agreement. Below are some arguments in favor of free trade. Before the discussion begins, add two or three arguments to the list. - Greater product variety, lower prices - Increased competition leads to lower prices, higher quality - Increases jobs in exporting sectors
Role B You are an elected government official. Today you will be debating whether to enter into a free trade agreement with a distant developing country. You think your country should not sign the agreement. Below are some arguments against free trade. Before the discussion begins, add two or three arguments to the list. - Cheap imports drive domestic products out of the market - Increased competition would hurt struggling industries (e.g. agriculture) - Decreases jobs if domestic companies cannot compete with foreign imports
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 157
GOAL 22 An opportunity to network You will be attending a one-day trade show in another country and there will be lots of opportunities to network there. Prepare a list of at least five questions that you could ask when speaking to people. Keep in mind that you don’t just want to make new contacts; you’d like to find a few new business leads, as well. 1. 2. 3. 4. 5.
GOAL 23 Following up
Role A You are G. Bowman and you work at Gracious Teas, Ltd. A few weeks ago you sent your catalog and some samples of your teas to M. Parker, the manager of the Wyatt Hotel. You met Mr. / Ms. Parker at this year’s Hospitality and Catering Trade Fair and, based on your conversation, the Wyatt Hotel seemed like a fairly hot prospect at the time. However, you have not had any response from M. Parker or the Wyatt Hotel since you sent your samples. Today you are going to call and follow up. Before you make your call, write down at least three questions you would like to ask.
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Role B You are M. Parker, the manager of the Wyatt Hotel. About a month ago, you attended the Hotel and Catering Trade Fair. where you met G. Bowman from Gracious Teas, Ltd. Following the event, Mr. / Ms. Bowman promptly sent you the catalog you requested as well as a selection of the company’s teas. You placed the teas in several of your guest rooms, and the feedback was very positive. In fact, you would like to order some of their tea caddies for your executive suites. Unfortunately, this has been an extremely busy time for you, and you have not been able to get back in touch with G. Bowman (although it is on your list of things to do). Your phone is ringing. Answer it.
GOAL 24 What’s the best approach? You represent Karner Industries, a leader in the bio-tech field. You have been following the news about Apex Apps, a cutting-edge software developer. Apex Apps has recently patented a program that could revolutionize the way companies do business. The program has received a lot of media attention. You work in a highly competitive industry. Not too long ago, a competitor gained an advantage over you by negotiating exclusive rights to a new technology. You’ve promised yourselves not to let this happen again. You would like to negotiate a deal with Apex Apps to license the rights to their new software. Apex has agreed to a preliminary discussion. Discuss the approach you should take during your talks with Apex.
My notes
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 159
GOAL 25 Negotiation objectives Choose one of the situations, then decide what your negotiation objectives would be. • You have been working at your company for three years and your salary is the same as when you started. You would like a raise. • A supplier you deal with has informed you that they will be raising their prices by 25% from the beginning of next year. You are a long-time customer of theirs and you feel this rate increase is a little steep. • You would like one of your employees to manage a very important project. When you checked his / her availability, you noticed he / she is scheduled to be on vacation right when the project would start. You really want him / her on this project. Objectives Top-line objective (best-case scenario): Target objective: Bottom-line objective: Walk-away position: BATNA:
My notes
160 | Review • Unit 30
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GOAL 26 Making and responding to offers
Role A You represent a television production company that produces a reality show that follows the lives of young professionals sharing an apartment. Every year, the program is filmed in a different country. You produce 18 episodes of the program at each location. The program is shown in 20 countries worldwide. You planned to begin filming in your current location two months from now and are currently renovating the apartment which will be used. Yesterday, you were surprised to hear that the city’s labor unions are picketing the site because you have hired non-union contractors for the first phase of the renovation work. This is the first time you have had such a conflict and you are not happy about the negative PR this is creating. Furthermore, your contractors feel uncomfortable crossing the union’s picket line. Later in the day, you contacted the city’s mayor and announced your intention to move the program to another city. The mayor assured you that the problem could be solved, and asked you to postpone making a decision for 24 hours. You do have another city lined up, but moving to a new location would be expensive and would set production back several months. This morning the mayor called to request a follow-up meeting. Before the mayor arrives, think about what the mayor would have to offer to get you to stay in the city.
My notes
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 161
Role B You are the mayor of your city. A television production company is planning to film a popular reality show in your city. The program follows the lives of young professionals sharing an apartment. Every year, the program’s 18 episodes are filmed in a different country and are shown in 20 countries around the world. The filming of this program would mean a lot to your city. It is estimated that the production could bring in nearly $2 million in revenues for the city. Moreover, this would be some of the best PR your city has ever had. Filming is scheduled to begin in two months. Earlier this week, you had calls from union leaders complaining that the production company hired non-union contractors to renovate the apartment that will be used. Yesterday, union workers started picketing the apartment site. Within hours, the television production company called threatening to move production to another city. You assured the production company that you could solve the problem within 24 hours. After working all night with your staff, you have the following solutions to propose: • request that the production company hire union workers for later phases of construction and renovation • a 50% reduction on the city wage tax applied to anyone who is employed within the city limits (this could mean a six-figure revenue loss for the city)
My notes
162 | Review • Unit 30
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GOAL 27 Overcoming obstacles
Role A You are the owner of a small company that has an office on the first floor of an older building downtown. The location is ideal for you because it is easy to reach for your customers and, being located on a side street, is fairly quiet. That is, it was fairly quiet until recently. About a month ago, a dance studio took over the office above you. All day long you have to put up with the music and the thumping and jumping that goes on upstairs. The constant noise is distracting to you and your customers. You have asked the studio to turn down the music and to consider doing something with the floors to reduce the noise, but nothing has happened so far. You complained to the owner of the building, but he says if you’re not happy, you can always look for a new location. You have asked again to speak to the dance studio owner. You would like to find a solution that is good for both of you.
Role B You are the owner of a dance studio. Recently you moved into a location on the second floor of an older downtown building. The location is ideal for you because it is easy to reach for your customers and the wood floors are perfect for the dancers. You thought everything was going well, but then one of the business owners from the first floor came to complain. Apparently, the music and the noise of the dancers is disturbing the people in the office below you and their customers. The owner suggested you turn down the music and do something to reduce the noise coming from the studio. You did try lowering the music volume, but the dancers couldn’t hear it well enough. Replacing or insulating the floors would be too expensive for you. You have agreed to speak with the owner of the business below you again. You would like to find a solution that is good for both of you.
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 163
GOAL 28 The changing workplace Choose one of the situations below. With your partner, discuss the advantages and disadvantages of the situation to a) business, and b) workers. Be ready to summarize your discussion. 1. Rather than hiring full-time employees, businesses hire people to work on specific projects. These people are employed on a temporary contract or freelance basis. Employment ends when the project ends, or the workers are given a new contract for the next project. 2. Businesses are downsizing their physical offices and are encouraging employees to work from home. Employees collaborate with each other online or by phone. The company maintains meeting facilities and equipment for those occasions when face-to-face meetings are necessary. 3. Companies increasingly look to hire the best people for the job—independent of where they are located. More and more work is done by teams and work groups whose members live in different countries. All communication is done online via email, online phone calls and conferences, and instant messaging.
My notes
164 | Review • Unit 30
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GOAL 29 What do you think about the job market In many countries we see similar types of stories about employment: on one hand, there is high unemployment in certain segments of the population; on the other hand, there are businesses that cannot find people to fill the open positions they have. • Why do you suppose this is? • In your opinion, what needs to be done to overcome these situations? • Can you think of any solutions that would work toward solving both issues? • What will happen if nothing is done? Discuss your views with a partner.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 165
UNIT 31 In this lesson you will ...
Discuss the impact of external factors
Vocabulary & Expressions
Grammar Item
nationalization (nationalisation UK) privatization (privatisation UK) basis point belt-tightening external environmental factor PEST analysis political stability population growth age distribution lifestyle trends intellectual property rights
Describing implications: modals + adverbs. For example: If we increase prices, customers may possibly shop elsewhere.
respective an arm and a leg (extension activity) to jump on the bandwagon (extension activity) Your guess is as good as mine.(extension activity) to cut corners (extension activity) on the ball (extension activity) a hot potato (extension activity)
WARM-UP
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Tip!
One basis point = 0.01% Ten basis points = 0.1%
VOCABULARY & EXPRESSIONS What is a PEST analysis? Political: government regulations / legal issues affecting operations
Economic: economic issues affecting profitability, financing, and sales
• tax policies • political stability • trade regulations • employment laws • safety regulations
• economic growth • exchange rates • inflation rates • interest rates • unemployment figures
•
•
Tip!
©2018 Berlitz Languages, Inc.
Social: demographic and cultural issues affecting demand for products
Technological: technology issues affecting production, distribution, and innovation
• population growth rates • age distribution • attitudes toward work • lifestyle trends • education
• access to technology • new technologies • funding of R&D • intellectual property rights
•
•
•
•
•
•
Variations on PEST: STEEP = PEST + environmental factors PESTLE = STEEP + legal factors
Discuss the impact of external factors • Unit 31 | 167
GRAMMAR Describing implications If the government increases taxes, we …
↑
must definitely
look for ways to reduce costs.
will most certainly have to
raise our prices.
should certainly
postpone our expansion plans.
almost certainly won’t be able to
pay out dividends next year.
may possibly need to
cut back on staff.
probably ought to
consider investing elsewhere.
likely
unlikely ↓
VOCABULARY & EXPRESSIONS What can we do? Factor
Implications
Possible actions
ECONOMIC Coffee bean harvest severely affected by poor weather; wholesale prices may rise by 20%
Increased supply costs will affect our pricing; may affect demand, lead to loss of customers
Loyalty card program—for example, every 10th cup free; promote other, less expensive coffees; more heavily promote less expensive coffee + milk beverages (for example, lattes)
SOCIAL Increasing demand by consumers for green and fair trade goods; customers more informed, more critical of products, and asking more questions about product origins
Increased demand for our products, which are already green and fair trade
Campaign / promotion showing where coffees come from, how cups are made, how we dispose of waste, and so on
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PERFORMANCE Domestic situation update You work for an international company whose headquarters is located outside your country. You are on a worldwide strategy team that prepares regular reports on respective domestic issues that may affect the company. It’s almost time for you to make one of those reports. As a part of the process, you and your team do a PEST analysis. Your team is meeting in a few minutes. Before that, think of one issue (political, economic, social, or technological) that you feel may have an impact on the company. What are the possible implication(s)? What is your suggested course of action?
My notes
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Word Power Expressions you can use when talking about issues 1. Jumping on the conservation bandwagon will cost us an arm and a leg! 2. Promoting lattes will kill two birds with one stone—we’ll use less coffee and sell at higher margins. 3. What’ll happen when the government increases taxes? Your guess is as good as mine! 4. Jim doesn’t think we should cut corners when we manufacture our newest smartphones. 5. I suggest we put William in charge. He’s really on the ball when it comes to employment laws. 6. Safe disposal of hazardous and toxic waste is a hot potato.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Age Fotostock
170 | Discuss the impact of external factors • Unit 31
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 32 In this lesson you will ...
Discuss global trends
Vocabulary & Expressions
Language Focus
podcast by all means rooted in something to gain momentum to touch on to come into one's own established twenty-odd 20 plus rapid to blur the boundaries
Future perfect Time expressions used with future perfect Adjective suffixes: -able and -ible
clean-tech to mainsteram sustainability to surpass digital information purchasing power situated to tap into know-how think tank
WARM-UP
What global trends do you think will change the way business operates?
©2018 Berlitz Languages, Inc.
Discuss global trends • Unit 32 | 171
LISTENING
48
•
49
Global trends Clean-tech and energy Demographics Emerging markets Technology
GRAMMAR Future perfect By 2050, the world’s population will have surpassed 9.5 billion people.
By the time Bill gets here, Mary won’t have finished her report. By this time next year, we will have fully implemented our strategy. Come December, the company will have been in business for 150 years. As of this time tomorrow, we will have made our decision.
by 2030
China’s energy needs
44 trillion GB
increase
by 2035
the amount of digital information created per year
75%
rise
by the end of the decade
the purchasing power of the global middle classes
100%
reach
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READING How are we situated?
1.
We have developed strategies to better tap into the know-how of older, more experienced workers, and to train current workers in the skills they will need.
2.
We have the right talent, cultural understanding, experience, and skills to create relationships with key stakeholders in the most important emerging markets.
3.
We are aware of and monitoring the opportunities and risks the transformation to a more resource-efficient and low-carbon economy will bring to our industry.
4.
We are satisfied with our ability to leverage new technologies, and we are developing products and services for multiple platforms.
STRONGLY AGREE
STRONGLY DISAGREE
My notes
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PERFORMANCE Are we ready for the future? You are a member of a special in-house think tank. It’s your team’s job to assess global trends, which may have an impact on your industry or your business. You have recently been looking at some of the top trends identified by a consulting firm. A survey was sent to all the members of the team as preparation for your monthly meeting. Below is the agenda for the meeting. Agenda 1. Go over survey results 2. Decide which areas need strengthening 3. Brainstorm measures 4. Finalize a list of recommendations Before the meeting begins, review your survey answers and jot down several measures you would like to put forward.
My notes
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Word Power Adjective suffixes: -able or -ible? account
deduct
indistinguish
suscept
desir
measur
sustain
applic
elig
percept
tang
approach
flex
prefer
transfer
consider
feas
respons
advis
vulner
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Thomas Stefflbauer, Berlitz
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Discuss global trends • Unit 32 | 175
UNIT 33 In this lesson you will ...
Assess options while considering business ethics
Vocabulary & Expressions
Language Focus
ethics spec’d to cost a bundle to beef up We’ll cross that bridge when we come to it. When in Rome, do as the Romans do. to prohibit to ban
Evaluating options. For example: Is this the best course of action? Is it in line with our values?
dilemma to pad (an expense account) reference domestic harm to benefit minimal to be in line with headhunter
WARM-UP – I noticed that some of the equipment spec’d for the plant in Distopia doesn’t quite meet our environmental standards. – Yes, but it meets theirs. When in Rome, do as the Romans do. Besides, if we had to install the same equipment we use here, it would cost us a bundle. – But sooner or later, they’re going to have to beef up their standards. And then we’ll have to pay to upgrade the equipment. – We’ll cross that bridge when we come to it.
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READING What’s the dilemma? 1. Issue: Dilemma: A few weeks ago, I started working at a large company. Recently, I’ve discovered that many of the people in my department routinely pad their expense reports and claim overtime hours they didn’t actually work. My supervisor is also involved. He jokes that it’s a “fringe benefit” and that it makes up for his low salary. According to him, everybody does it and the company doesn’t care. 2. Issue: Dilemma: Last month, I had to fire one of my staff members for repeatedly being absent from work because of a drinking problem. Yesterday, she sent me an email to tell me she had put my name as a reference for a job she’d applied for. In her letter, she said she had quit drinking and begged me to give her a good reference. As a single mother with three children, she really needs the job. 3. Issue: Dilemma: The government has recently banned the sale of one of our products because of health and safety concerns. We are still allowed to manufacture the product, but we cannot sell it to domestic wholesalers or retailers. This product, however, has not been banned in our overseas markets, and we are not prohibited from exporting it to these markets. If we were to discontinue production altogether, we would have to lay off hundreds of people. 4. Issue: Dilemma: Our company has a manufacturing plant in a developing country. Child labor is legal there, and the plant manager has asked whether or not he can hire some local children to work in the factory. According to the plant manager, these children need the money to help support their families. They wouldn’t work more than six hours a day, and they would receive a free hot meal every day in addition to their wages. Stakeholders: Potential consequences: Options:
©2018 Berlitz Languages, Inc.
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LANGUAGE FOCUS What’s the best course of action?
Evaluate your options by asking questions such as these: • Which of the options benefit the company most while doing minimal harm to others? • Which option best respects the interests of all stakeholders? • Which options are in line with our mission, values, and operating principles? • What kind of impression would be made with each option?
READING Identifying an unethical decision: The smell test The “smell test” is an informal test to determine whether a decision is ethical or not. It focuses on how we would react to the opinions of others and the emotions we would feel. If we feel guilt, embarrassment, or shame, then the course of action we are considering is probably an unethical one. The test: • What would the situation “smell like” if it appeared as a top news story on TV? • Would you want to see your or your company’s name connected with the story? • Would you tell your mother or grandmother about it?
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PERFORMANCE What would you do? 1. A supplier you work with has offered you an all-expenses-paid trip to Bali to attend a professional conference. Do you accept the offer or not? 2. A headhunter has invited you in for job interview. You aren’t really considering changing jobs, but you said yes. Will you tell your boss, or just call in sick the day of the interview? 3. In addition to her regular job at your company, a coworker of yours has a small business. You know that she sometimes takes care of her own business during company time. Should you say something? 4.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Assess options while considering business ethics • Unit 33 | 179
UNIT 34 In this lesson you will ...
Discuss the benefits of corporate social responsibility Vocabulary & Expressions
Language Focus
corporate social responsibility (CSR) conscientious downside over and above compliance wider society philanthropy greenhouse gas emissions higher caliber (calibre UK) shelter
Terms and expressions related to CSR Describing benefits
outreach to be charged with adoption cooperative gender equality to throw away diapers (nappies UK) toilet paper roof tiles upholstery filling turf
My notes
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WARM-UP
The one and only social responsibility of business is to use its resources and engage in activities with the primary goal of increasing its profits ... – Edward Hendriks, Economics Professor, Springfield University
Corporate social responsibility is a conscientious business decision. We don’t do it because it is a nice thing to do or because people are forcing us to do it ... it is simply good business. – Mary Fitzpatrick, Former CEO, Superior Products
A good company delivers high-quality products and services. An outstanding company does that and works hard to make the world a better place. – Casey Portman, Executive Chairman, Lipper Beverage Co.
My notes
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READING What is CSR? Essentially, Corporate Social Responsibility (CSR) describes how a business takes account of its economic, social, and environmental impacts in the way it operates—maximizing the benefits and minimizing any downsides. Specifically, we see CSR as the voluntary actions that business can take, over and above compliance with minimum legal requirements, to address both its own competitive interests and the interests of the wider society, which includes its customers, employees, communities, and stakeholders. The focus of CSR initiatives generally falls into one or more of the following categories: • Community • International • Environmental • Workplace Source: Department for Business, Innovation & Skills (UK)
LISTENING
50
The benefits of being socially responsible GENERAL BENEFIT 1. 2. 3. 4.
SPECIFIC BENEFIT TO COMPANY
BENEFIT TO STAKEHOLDER
My notes
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READING CSR in action Feed the Pets. The Anileri Corporation’s Feed the Pets Project supplies participating animal shelters with 100% of their core pet food needs at absolutely no cost. This can save the shelters $30,000 to $100,000 a year. By removing food costs from their budgets, the shelters can focus on what really matters—finding loving homes for more of their dogs, cats, and other pets. Anileri also works with these shelters to conduct marketing and community outreach efforts, such as hosting adoption fairs. Synertech’s “Worthwhile Waste” initiative’s aim is to change the way waste is viewed—from something thrown away to something with value—and one day to make zero waste a reality. One of the focus areas is the elimination of production waste. Key to this effort is the company’s Asset Recycling Team, who is charged with finding external partners who can turn waste into something useful. Some examples: • Waste from the toilet paper plant in India is used to make roof tiles for the local community. • Scraps from a South African diaper-manufacturing site are converted into upholstery filling. • In Australia, rubber is turned into turf / mulch for commercial use. Over the past five years, the team’s work to find worth in waste has created over $40 million in value for the company. Beeraley Foods is encouraging more female farmers in developing countries to take up leadership roles in farming cooperatives as part of its commitment to promoting gender equality and education for women and girls. The company has launched a program to train more than 1,000 women in better agricultural practices at the same time as developing their confidence and business skills. Currently, Beeraley is working with a number of cooperatives in South America and Africa with the aim of seeing that women hold at least one-third of all leadership positions within the cooperatives.
My notes
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PERFORMANCE A new, socially responsible initiative Your company is looking for ideas for a new CSR initiative. It is already active in the international field and would like to focus on issues closer to home. Therefore, it is reaching out to employees for suggestions for local environmental initiatives, workplace initiatives, and community programs. Choose a focus. Then come up with a suggestion that is in line with both the company’s values and your values. Define who the stakeholders are and identify how both they and the company would benefit from this initiative. Be ready to present your suggestion.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
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©2018 Berlitz Languages, Inc.
UNIT 35 In this lesson you will ...
Discuss attitudes toward whistle blowing
Vocabulary & Expressions
Language Focus
whistle-blowing whistle-blower to disclose disclosure wrongdoing to misappropriate misappropriation to cover up former to leak to indict (charge UK)
Stating circumstances: Review of unless, if and only if, (not) even if, under no circumstances, by no means
to rock the boat to retaliate retaliation stigma traitor to blacklist chain of command magnitude to land libel anonymous(ly)
WARM-UP
Whistle-blowing the disclosure by a person, usually an employee in a government agency or private enterprise, to the public or those in authority of mismanagement, corruption, illegality, or some other wrongdoing.
©2018 Berlitz Languages, Inc.
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VOCABULARY & EXPRESSIONS Who’s the whistle-blower?
LISTENING
51
•
52
Blowing the whistle: Pros and cons POSITIVE OUTCOMES
NEGATIVE CONSEQUENCES
What to consider before making a disclosure 1. 2. 3.
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LANGUAGE FOCUS Under what circumstances would you file a report?
I wouldn’t file a report unless I could do it anonymously. I would disclose wrongdoing if and only if it was seriously harming many people. If making a disclosure were the right thing to do, I would do it even if it might cost me my job. I wouldn’t report corruption even if someone paid me. The risks are too great. Under no circumstances would I leak information. I’d go to my boss first. By no means would I speak to my supervisor. I’d rather go to someone outside the organization.
My notes
©2018 Berlitz Languages, Inc.
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PERFORMANCE A whistle-blowing survey As part of its CSR initiative, your company is considering updating its code of ethics to include a whistle-blowing policy. First, however, the management would like to get a feel for employees’ attitudes toward the issue. They would like to know to what degree and under what circumstances employees would feel comfortable “blowing the whistle.” They have asked you and your team to put together a survey. Some of the items you might address are the following: level of secrecy support from upper management severity of wrongdoing / misconduct retaliation anonymity rewards reporting chain / procedures public disclosure action taken to correct the situation
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Berlitz
188 | Discuss attitudes toward whistle blowing • Unit 35
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UNIT 36 In this lesson you will ...
Describe the attributes of a leader
Vocabulary & Expressions
Language Focus
to have what it takes (super)hero trait mentor charisma compassion courage integrity open-minded correlation
Personal qualities and traits of leaders
outrage against (injustice) to empower invariably moral compass diligent persistent reflective sound (decision) to lay the blame to look out for (someone’s) well-being
WARM-UP – I see Ted has applied for the position of Technical Director of North America. – Yes, but I’m not sure he’s the right person for the job. – Why is that? – Well, Ted is an excellent manager, but I just don’t think he’s got what it takes to be a strong leader.
My notes
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LISTENING
53
The traits of a leader A GOOD LEADER SHOULD BE A … good listener mentor people person risk taker role model superior communicator
HAVE … charisma compassion courage diverse experience good judgment integrity
BE … dependable enthusiastic flexible honest open-minded passionate
VOCABULARY & EXPRESSIONS So, what’s a manager then? Managers may have the qualities of a leader, but the role of the manager is different from that of a leader. Managers … • are problem solvers. • are persistent, diligent, and analytical. • are concerned with how things get done. • are action-oriented and dislike reflective activities. • adopt impersonal attitudes toward goals. • seek order and control. • will fix problems immediately, often without considering their significance.
190 | Describe the attributes of a leader • Unit 36
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READING Principles of leadership 1
KNOW WHAT YOU CAN AND CAN’T DO AND ALWAYS WORK ON SELFIMPROVEMENT • whether you like it or not, you are a role model
6
GET TO KNOW THE PEOPLE ON YOUR TEAM; TAKE CARE OF THEIR WELLBEING • if you don’t care about them, they will never care—no matter what
2
BE PROFICIENT AT WHAT YOU DO • know your job; know as much as possible about your employees’ jobs
7
TRAIN YOUR EMPLOYEES AS A TEAM • stress commitment to the team and develop a sense of responsibility toward tasks
3
REQUEST AND TAKE RESPONSIBILITY • look for ways to guide your organization to new heights
8
MAKE SURE THAT TASKS GET DONE • check team’s understanding and supervise
4
TAKE RESPONSIBILITY FOR YOUR ACTIONS • when things go wrong, look for solutions; don’t lay the blame on others
9
KEEP YOUR TEAM INFORMED • know when, what, and how to communicate at all levels of the organization
5
MAKE SOUND AND TIMELY DECISIONS
10
USE YOUR ORGANIZATION’S FULL CAPABILITIES AND ALL THE RESOURCES AT YOUR DISPOSAL
My notes
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PERFORMANCE Could you come to my office? You are a new CEO of a large multinational cooperation. In your previous job, you always invited employees into your office to ask them to share their ideas on what changes they think the company needs to make. You have discovered many interesting ideas this way, and you plan to continue the practice in your new position. You have also met some very talented people this way and have been able to help them develop their careers. Anyone whose ideas you decide to implement is invited to participate in the project. This has given you the opportunity to work with and develop the leadership skills of many members of the organization. Today is one of those days when you would like to hear some ideas. Call a middle manager you haven’t met yet and invite this person to come to your office and share some ideas for change.
My notes
192 | Describe the attributes of a leader • Unit 36
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CONSOLIDATE & APPLY Leadership self-assessment survey Would you like to be a leader? If you are a leader, how do you feel about it? This survey will provide you with some feedback about your feelings about leading others. For each item, rate yourself on a scale of 1 to 5: 1 = never; 2 = rarely; 3 = sometimes; 4 = usually; 5 = always.
1
2
3
4
5
1. I understand and can explain rules and regulations. 2. I am effective at implementing change in the workplace. 3. I know how to develop goals and carry them out. 4. I am good at solving problems. 5. I enjoy collecting and analyzing data. 6. I admit when I make a mistake and correct it. 7. I don't mind asking others for advice. 8. I am comfortable when speaking or writing memos to others. 9. Giving directions comes naturally for me. 10. I can delegate work to others. 11. I am effective at handling complaints. 12. I am able to resolve conflict in the workplace. 13. I enjoy working with a team. 14. I am comfortable setting and meeting deadlines. 15. I enjoy appraising employee performance and giving feedback.
Total score:
My notes
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Word families Noun, person judge communicator
Noun, thing judgment charisma
(role) model mentor
courage
Adjective judgmental
Verb to judge
honest enthusiastic
experience compassion passionate open-minded dependable
“Laura is a good judge of character. Everyone trusts her judgment. She is never judgmental, however. She carefully judges all possibilities before making a decision.”
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, iStockphoto, Getty Images
194 | Describe the attributes of a leader • Unit 36
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 37 In this lesson you will ...
Describe leadership styles
Vocabulary & Expressions
Language Focus
to mentor to be cut out to be / for to show promise as we speak to direct bossy to have the final say (in …)
Terms to describe styles of leadership: authoritarian, participative, delegative Giving advice
to be regarded as hands-off a shambles bunch to figure (something) out to bicker
WARM-UP – Lucy, you’ve been mentoring Sid for a while now. Do you think he’s cut out to be a leader? – I think he shows quite a bit of promise. He’s well liked, open, and enthusiastic. People listen to him. – And on the downside? – He still needs to work on adapting his leadership style for different situations. But we’re working on that. In fact, he’s working with the trainee as we speak, and tomorrow he’ll be with Fred and me.
My notes
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READING Leadership styles 1. Leaders using this style clearly state what needs to be done, how it should be done, and by when. The leader is in charge and directs the other group members. These leaders make decisions with little or no input from others. WHEN TO USE: This style is best used when there is little time for group decision making, and / or the leader is the most experienced or expert person in the group. PROS: Can be very effective when quick, decisive action is required. CONS: Leaders may be regarded as bossy; solutions may be less creative. 2. Leaders using this style make group members feel like they are an important part of the team. They participate in the group and allow input from other group members. They offer guidance rather than dictating what should be done; however, they leave the final say for themselves. WHEN TO USE: This style is best used when group buy-in is important or when creative or alternate solutions are required. PROS: Group members feel involved and are thus more motivated and creative; their contributions may be of a higher quality. CONS: Group members may be less productive; the decision-making process is longer. 3. Leaders using this style take a hands-off approach and offer the group little or no guidance. Decision-making authority is given to the group or individuals within the group. WHEN TO USE: This style is best used when group members are highly qualified or experienced, self-motivated, and require little or no direct supervision. PROS: For experienced group members, a sense of responsibility, authority, and personal achievement. CONS: Without guidance, groups may lack direction, motivation, and a sense of accountability; production among self-starters might be higher, but less-experienced staff may feel frustrated and become unproductive.
Authoritarian / Autocratic
196 | Describe leadership styles • Unit 37
Delegative / Laissez-faire
Participative / Democratic
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LISTENING
54
•
55
•
56
What was the problem?
Alana Style used: Better option:
Leon
Candice
Style used:
Style used:
Better option:
Better option:
VOCABULARY & EXPRESSIONS Can I ask your advice? Leadership Style DOs
Leadership Style DON’Ts
•
•
•
•
•
•
My notes
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PERFORMANCE What approach will you take with them? Think about two or three different types of tasks where you work together with colleagues in groups or on teams. Who is involved in these tasks? What is the knowledge and experience level of the participants? Your company has a mentorship program, the aim of which is to groom future leaders. You are participating in this program. As part of the program, you have been asked to lead, for the first time, one of the tasks you identified. What style(s) of leadership will you use? Why? Discuss this with your mentor.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock
198 | Describe leadership styles • Unit 37
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 38 In this lesson you will ...
Offer and respond to congratulations
Vocabulary & Expressions
Language Focus
to congratulate to deserve to toast house brand (own brand UK)
Offering and accepting congratulations Prepositions (review): for, in, of, on, through, up, with, within (extension)
in order to honor (honour UK) a commitment to stink (up) at the helm
WARM-UP – Hey, I heard about the job. – Thanks a lot. I’ve been working toward this for a long time. – And you deserve it! When will you officially start? – At the beginning of next month. – I’m sure you’ll do a fine job. Good luck.
My notes
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LISTENING
57
To the future! 1. What was the Board impressed with?
2. What was Donna Williams from Shop Way interested in?
3. What did Allison congratulate Peter on?
4. What will Peter end up doing for AP?
5. What is UEI going through at the moment?
6. For what kind of person are there opportunities within UEI?
7. What new positions will they be creating? at what level?
8. What would this mean assuming responsibility for?
9. What did Allison and Peter drink a toast to?
My notes
200 | Offer and respond to congratulations • Unit 38
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LANGUAGE FOCUS Congratulations
– Let me offer you my congratulations on your appointment. I’m sure you will do a fantastic job. – Thank you very much. I appreciate the kind words. – On behalf of the department, I’d like to congratulate you on your tenth anniversary with the company. – Thank you to everyone. It’s been a great ten years. – Congratulations on your promotion. I can’t think of anyone who deserves it more than you. – Thank you. I’m really looking forward to the challenge. – I heard your design won the top award. Congratulations! You must be very proud. – Thank you. I can’t quite believe it myself! – It looks like congratulations are in order. Vista’s signed the contract! Great job! – It was tough work, but we got there in the end. – Congrats on being named team leader. I think you’ll be great! – Thanks so much. I can’t wait to get started!
Useful Expressions Congrats. Well done! Nice going!
©2018 Berlitz Languages, Inc.
Way to go! You did it! You made it!
Hats off to you. The sky’s the limit. We’re so proud of you.
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READING
Offering congratulations to a new leader Dear Sharon,
“Make commitments and honor them. Don’t treat the receptionist any differently than the Chairman of the Board. And don’t smoke too many cigars—they stink up the place.”
I wish you every success as Chief Executive Officer of CompWorks, Sharon.
In your email, you asked me what I think you need to know about leadership. I think you know it all, my friend. But I hope you won’t mind if I tell you what my father told me when I took over at Bertram 25 years ago. He said …
Congratulations on the exciting appointment! As I kept telling you, it was only a matter of time until someone figured out that you should be at the helm.
Warmest regards, Tony
PERFORMANCE Good luck! You belong to a professional social networking site. You have just received a notification that a good friend of yours has just been named the CEO of an international nonprofit organization. Draft an email to your friend. In your message, … • offer your congratulations. • share one or two pieces of friendly advice. • wish your friend luck in the new position.
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FR TO SUBJECT
My notes
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Word Power For, in, of, on, through, up, with, or within? – I would like to congratulate you (1) – Thank you. I’ve been interested (2) – I’ve always been impressed (4)
your new position. photography (3) your talent.
a long time.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, Getty Images
204 | Offer and respond to congratulations • Unit 38
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 39 In this lesson you will ...
Bid farewell to colleagues
Vocabulary & Expressions
Language Focus
to bid farewell farewell party to throw (a party) to hear … through the grapevine to beat around (about UK) the bush to get the wrong end of the stick a little bird(ie) told me to drop (someone) a line to give (someone) a ring Have you got another job lined up? You bet!
Tenses used to talk about the future (review) Expressing rumors
to fill someone’s shoes to put one's foot in one's mouth (extension activity) to talk at cross purposes (extension activity) to get your wires crossed (extension activity) a slip of the tongue (extension activity) to do something on the q.t. (extension activity) touchy subject (extension activity)
WARM-UP So, Ellen, this is it—your last day with us? New opportunities await! We’re all going to miss you, you know that? I’ll miss all of you, too. It’s been a good five years. We’ve arranged a little farewell party for you at lunchtime. Will you come? – I wouldn’t miss it for the world. – – – – –
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Word Power A few ways to express rumors 1. I heard it through the grapevine that you’ll be leaving us. 2. I don’t want to beat around the bush, but I’ve decided it’s time for me to move on. 3. I think you’ve got the wrong end of the stick. Stan’s not quitting; he’s being transferred. 4. A little birdie told me Cassandra’s being considered for a promotion.
My notes
206 | Bid farewell to colleagues • Unit 39
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READING Moving on appreciate
enjoy
hear
give
invite
leave
reach
take up
FR
Bill Jensen
TO
Friends
SUBJECT
Moving on
Dear friends, You may already (1) the news, but I wanted to take a moment to let you know that I (2) my position here at Rozier, Inc. I (3) a new position at Bleeker Pharma, Inc. as of the beginning of next month. Looking back, I truly (4) my time here at Rozier, Inc., and I (5) having had the opportunity to work with such a fantastic team of people. Thank you for the support you (6) me over the years. Although I am looking forward to the next phase in my career, I would like (7) you to stay in touch. I can (8) at my personal email address or at home. Feel free to drop me a line or give me a ring any time. Thank you again for everything. Yours truly, Bill Jensen email: [email protected] phone: 432-555-0189
My notes
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GRAMMAR Review: Tenses to talk about the future
SIMPLE PRESENT
Benjamin’s last day is next Friday.
PRESENT PROGRESSIVE
After 30 years with the company, he is retiring as CEO.
SIMPLE FUTURE WITH TO BE GOING TO
→
We are going to hold a big celebration in his honor.
SIMPLE FUTURE WITH WILL
He will continue to hold a seat on the Board of Directors.
FUTURE PROGRESSIVE
He will be doing some consulting work for us occasionally.
Talk about the future 1. Everyone says they a. try b. will try
to keep in touch. c. will be trying
2. I’m afraid I to the meeting. a. don’t come b. won’t come 3. Our flight a. leaves
at five. b. will leave
c. won’t be coming
c. is going to leave
4. They Ben with a gold watch later. a. present b. are presenting c. are going to present 5. We a drink after work to celebrate. a. have b. are having c. will have
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VOCABULARY & EXPRESSIONS Saying good-bye – – – –
We’re really sorry to see you go. I know. It’s been a wonderful few years, but I really feel it’s time for me to try something new. Well, we wish you the best of luck. Thank you.
– – – –
It’s been great knowing you, Sam. You will stay in touch, won’t you? Of course, I will, Steve. I’m just changing jobs, not countries! Well, if you want to go out, just give me a call. You bet I will!
– I can’t believe you’re really leaving! Have you got another job lined up already? – Not yet. I want to spend some time with my family before I start looking for something. – I’m sure you won’t have any trouble at all. – What am I going to do without you, Maggie? You’ve taught me everything I know! – Sandy, I have every confidence that with you at the helm, the company will move on to even bigger and better things. – I hope so—but filling your shoes won’t be easy.
PERFORMANCE
You are at a farewell party for a well-liked and respected upper-level manager. There are many people at the party, some of whom you know, some you don’t. The manager who is leaving is talking to everyone at the party. When you get a chance, go speak to him / her: wish him / her farewell and engage in a short conversation.
My notes
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Role A You have worked as an upper-level manager at your company for many years, but have recently decided to leave to head up a new start-up company. Before you start your new job, you will be going on a trip to Australia to see your daughter and her family. You are now at a farewell party being held in your honor. Many of the people there have worked with you for a long time. Some are fairly recent additions to the staff. Not everyone knows your reasons for leaving or your plans for the future.
Role B You are at a farewell party for a well-liked and respected upper-level manager. This person has not only been a great leader, but also, over the years, has become a good friend. You know that he / she is leaving to head up a start-up company and is planning to go to Australia to see his / her daughter before that. you hope that you and he / she don't lose touch with each other.
Role C You are at a farewell party for a well-liked and respected upper-level manager. You don't know him / her very well because you have only been with the company for a few months. He / She has, however, helped you out on several occasions, which you appreciated very much. You don't know why he's / she's decided to leave, but you heard through the grapevine something about a daughter in Australia.
Role D You are at a farewell party for a well-liked and respected upper-level manager. You and he / she have worked closely together over the years and know each other fairly well, though you don't usually discuss personal or family matters.
My notes
210 | Bid farewell to colleagues • Unit 39
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CONSOLIDATE & APPLY A farewell
FR TO SUBJECT
My notes
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ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
212 | Bid farewell to colleagues • Unit 39
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©2018 Berlitz Languages, Inc.
UNIT 40
Review OBJECTIVES LADDER
Now you can … Bid farewell to colleagues Offer and respond to congratulations Describe leadership styles Describe the attributes of a leader Discuss attitudes toward whistle blowing Discuss the benefits of corporate social responsibility Assess options while considering business ethics Discuss global trends Discuss the impact of external factors
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PRACTICE
GOAL 31 What’s the implication? attend the conference. 1. We a. definitely will be able to b. will definitely be able to 2. You consider changing your password. a. certainly ought to b. ought to certainly 3. They increase the rates just yet. a. probably won’t b. won’t probably 4. I
rethink my original plan. a. may possibly need to b. may need to possibly
5. We get together some time. a. definitely have to b. have to definitely
GOAL 32 What will happen by then? 1. As of this time tomorrow / we / make our decision. →
.
2. Come September / Tamwar / be here / for ten years. →
.
3. By the end of next year / we / pay off / our bank loan. →
.
4. By 2030 / the population of the Earth / reach 8 billion. →
.
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GOAL 33
58
What should I do? 1. What is Charlie’s dilemma? 2. What options did he think he had at the beginning of the conversation? 3. Which of these did Della think Charlie should do? 4. Who did Della say that Charlie had to consider in addition to Louise? 5. What third option did Charlie come up with during his conversation with Della? 6. Why did Della feel this was a good option?
GOAL 34 CSR 1. Mr. Blumberg is well-known for his philanthropy.
a. This is the focus of our community outreach program, Food as Medicine.
2. We at Aztec Health feel it is important people know the importance of a healthy diet.
b. He has donated several millions of dollars to various charity organizations.
3. Many people today are looking not only for good jobs, but meaningful ones.
c. For example, finding ways to recycle or reuse waste rather than sending it to the landfill.
4. Many CSR programs focus on minimizing the downsides of business operations.
d. CSR programs can help companies attract and retain higher caliber employees.
5. They are extremely conscientious about safety.
e. Their slogan is “No-one gets hurt.”
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GOAL 35 What are the circumstances 1. We shouldn’t move forward a. only if b. unless
we’re absolutely sure we will succeed.
2. Sandy says she won’t work weekends a. even if b. if and only if
they pay her double.
3. I would consider working in another country a. if and only if b. unless
I couldn’t find any work at home.
4. Under no would I share confidential information with others. a. circumstances b. means 5.
no means did we feel pressured not to report the problem. a. By b. Under
GOAL 36 Personal qualities 1. The company has asked me to become a . They’d like me to guide and advise managers they feel have the potential to become leaders. 2. Rita isn’t very when it comes to new ideas. If something hasn’t been tried and tested, she doesn’t even want to hear about it. 3. I think one of the things that makes him a successful politician is his drawn to him, and when he talks, everyone listens. 4. Although I am an extremely hard-working, takes to be a leader. 5. Danielle’s incredibly finds a workable solution.
diligent
216 | Review • Unit 40
charisma
persistent
. People are
manager, I don’t think I have what it
. If you hand her a problem to solve, she’ll keep at it until she
open-minded
mentor
©2018 Berlitz Languages, Inc.
GOAL 37 Leadership
1.
Leaders clearly state what and how things should be done.
2.
Leaders make group members feel they are part of the team.
3.
Leaders take a hands-off approach; teams make their own decisions.
4.
Less-experienced staff may feel frustrated by this style.
5.
The best style to use when time is short.
6.
A good style to use when creative solutions are needed.
7.
Leaders using this style may be viewed as bossy.
8.
The decision process may take a long time.
9.
Experienced staff have a greater sense of responsibility.
A
D
P
GOAL 38 Congratulations 1. I was very impressed
your presentation to the Board.
2. I just wanted to congratulate you 3. The company has been going 4. How did you end
some tough times lately.
working there?
5. It looks like congratulations are 6. We prefer to promote from
your winning the award. You deserved it.
order! Shop Way has signed the deal. rather than hiring from the outside.
My notes
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GOAL 39 The future in Italy for a year. 1. Lola a. works b. will be working 2. When a. will
Larry start his new job? b. will be
3. We leaving soon. Thanks for having us. a. are going to b. will be 4. What time to get here? a. are they going b. will they 5. The last subway at around 11:15. a. leaves b. is leaving
My notes
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YOUR TURN!
GOAL 31 What are the external factors?
Role A You work for a local website that regularly updates its readers on external factors that may affect business. Together with a colleague, you put together a PEST analysis showing the most significant recent changes or events. For the next update, you are looking at the political and economic factors. Try to identify at least one changes or trends for each category and state what the possible implications might be for local businesses. Political factor(s) Implications
Economic factor(s)
Implications
Meet with your colleague to discuss your update.
My notes
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Role B You work for a local website that regularly updates its readers on external factors that may affect business. Together with a colleague, you put together a PEST analysis showing the most significant recent changes or events. For the next update, you are looking at the social and technological factors. Try to identify at least one changes or trends for each category and state what the possible implications might be for local businesses. Social factor(s) Implications
Technological factor(s)
Implications
Meet with your colleague to discuss your update.
My notes
220 | Review • Unit 40
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GOAL 32 Global trends With your partner(s), choose one of these topics: clean-tech and energy, demographics, emerging markets, technology. Create a chart that shows two or three global trends related to your topic. For each trend, brainstorm the impact that trend might have on your company, your industry, and / or your country. Topic: Global trend: Global trend: Global trend: Impact: Impact: Impact:
When you are done, share your chart. Which of the trends identified by you and your classmates will have the greatest impact?
GOAL 33 Business ethics Think of some of the ethical problems that could come up in your workplace. Choose one of them and prepare a short presentation for an ethics training for employees. As part of your presentation, you should: • briefly present a scenario or situation and state the dilemma • outline several possible courses of action • explain why one course of action is the best
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GOAL 34 Corporate social responsibility You have been asked to give a short presentation on a current or ongoing CSR initiative or activity at your company. Your presentation should include a brief description of the initiative / activity, the stakeholders involved, and the benefits it provides in general, to the company, and to the stakeholders. Use the form below for your notes. Description of CSR initiative or activity:
Stakeholders:
General benefits
Specific benefits to company
Benefits to stakeholders
When you are ready, give your presentation.
222 | Review • Unit 40
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GOAL 35 Whistle-blowing Think of an instance of whistle-blowing that has appeared in the news. Note down the key details that you remember. • Who blew the whistle?
• About what?
• What was the result?
• Were there any consequences for the whistle-blower?
Share your example with the rest of the group. Together discuss what you would have done if you had been in the same or a similar situation.
GOAL 36 Attributes of a leader You are attending a leadership skills training course. The trainer has just asked you to write down three attributes that you think are essential in a leader and a reason or example for each attribute. 1. A good leader must be a(n) because . 2. A good leader must be 3. A good leader must have
because because
. .
Share your list with the other training course participants.
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GOAL 37 Leadership styles As part of your company’s mentorship program, employees are asked to give feedback on the leadership styles of employees who are participating in the program. A task or project you were involved in recently was led by someone in the mentorship program. You have been asked to fill out the form below. The person’s mentor will then speak to you about your impressions. Task / Project: Leadership style used by team leader / supervisor: Authoritarian Delegative Participative Is this style of leadership appropriate for this task / project? Yes No Explain why you feel this style is / isn’t appropriate:
What other style might be more appropriate: Authoritarian Delegative Participative
N/A
My notes
224 | Review • Unit 40
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GOAL 38 Congratulations!
Role A Earlier this week, you received an email announcing the promotion of a colleague to supervisor. This colleague is a good friend of yours, but up to now you haven’t had time to congratulate him / her because you’ve been out for a couple of days moving into your new house. Go and congratulate your colleague now.
Role B Earlier this week, your promotion to supervisor was officially announced. You think that one of your colleagues – who is also a good friend of yours – may not have heard the news because he / she has been out for several days moving into a new house. If you see your colleague, congratulate him / her on the new house and offer to help out with the move. Share the news about your promotion if your colleague hasn’t heard already.
My notes
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Review • Unit 40 | 225
GOAL 39 I can't believe you're leaving!
Role A You have just heard that a colleague of yours will be leaving the company. This news came as quite a surprise to you. You and your colleague have worked closely for several years and you had no idea that he / she was even thinking of leaving. If the news is true, you will miss your colleague very much. Go talk to your colleague and find out what’s happening.
Role B Last week your spouse / partner found out that he / she is being transferred to a higher position within his / her company, but in another location. The new position means more money and responsibility for your spouse, and after talking it over, you both decided he / she should accept the position. This means, however, that you will be leaving your company as of the end of the month. You told your immediate supervisor and one or two other employees and apparently the news has now spread. Colleagues have been calling, emailing, and stopping by to bid you farewell all morning. A colleague you have worked closely with for several years is coming toward your desk. From the look on your colleague’s face, you can see that he / she has heard the news, too. Greet your colleague.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
AUDIO SCRIPT
Unit 1. Describe a company’s vision and mission 1 – You’re recommending we come up with both a vision and a mission statement to help us stay focused on our long-term goals? – That’s right. I realize that in this economy, it’s tough to think about the future when you’re worried about the here and now. However, having a clearly defined vision and a stated mission will help to improve decision making and keep the business on track. – What exactly is the difference between the two? I was looking online at some examples, and it seems that the two terms are used interchangeably. – Yes, unfortunately there is some confusion out there about this. But vision and mission statements are two distinct tools, each with its own purpose. First, let’s look at the vision statement. Vision statements define what an organization would like to be—its aspirations. It’s a mental picture of what you, as an organization, want to achieve. – So, it’s a bit like asking someone what he or she wants to be ten years from now? – Exactly. And the answer you get is some ideal situation, like “I want to be a millionaire.” A vision statement is like that. It describes where you want the organization to go, what you want it to be. It’s a guide that gives shape and direction to the organization’s future. – But not what you are going to do to get there. – Right. A mission statement, on the other hand, defines why your organization exists. It spells out precisely what the organization does, who it does it for, and how it does that. Unlike vision statements, mission statements focus on the present. – But doesn’t it take a long time to create these? – It can. A vision statement should be short and succinct because you want your employees to be able to remember it. The hard part is writing a vision statement in an inspirational way—after all, you want it to make your employees feel proud, inspired, and motivated. Mission statements, on the other hand, should give employees a perspective on how they are helping the company fulfill its purpose. – Can you give me an example? – One of my favorites is the original mission statement of a pretty major American company. It was: “We create happiness.” If you were one of their employees in the early days, no matter whether you were a character, a ride operator, or a ticket salesperson, I think it would have been quite easy to see how your job contributed to this mission. Over the years, the company’s modified its mission statement so that everyone knows what they do, how they do it, and who they do it for, but I like the simplicity of the original mission statement. – I see. So, if what we are doing or planning to do doesn’t fit in with the mission —or the vision—it’s probably a good idea to reevaluate. – Right. But you can’t do that unless you already have these tools in place.
Unit 2. Describe a company’s culture 2 Kevin Jenner is advising his client, Paul Johnson, on how to assess the culture at his company. ©2018 Berlitz Languages, Inc.
Audio Script | A-1
If you’re interested in seeing your company culture in action, take some time to walk around and observe everything. As you do so, try to see the company as a first-time visitor would. One of the first things you’ll probably notice is how people are dressed. The dress code says a lot about the image a company wishes to project and the level of formality used in its communication. Look at how the space is used. The office plan gives an insight into working styles, company hierarchy, and attitudes toward position and power. Open-plan offices suggest a workspace designed for collaboration and teamwork. Separate offices or cubicles suggest that people tend to work more on their own, independently. If there are offices, are the doors generally open or closed? How are common areas, such as kitchens, used? Do employees use them as informal meeting areas where they chat with each other, or do they rush in and rush back out? Look around at what is on the walls to get a perspective on company values. What messages are being communicated to staff and visitors alike? Are there posters about recycling and other green initiatives? employee and company awards? Notices about company or staff events? Also, look at the furnishings and décor. Ergonomic furniture shows a concern for employee well-being. Bright colors indicate a vibrant, high-paced work environment, whereas muted colors are indicative of a calmer, more relaxed environment. Notice, too, what employees have on their desks. Do employees try to make their workspace look and feel more personal? Observe how employees interact and communicate with one another. Are they polite and respectful? How do they greet each other? How are questions handled? When people are talking, listen for any emotions they express. Emotions are indicators of personal values—after all, people don’t usually get excited or upset about things that are not important to them. Notice what happens when people are on the phone. Do they continue working on something else or stop and actively listen to the caller? Don’t forget to look at written communications. What is the style and tone of emails? What kind of information is communicated, and to whom? How are employees and others informed about what is going on in the company? When you’ve finished, reflect on your observations and consider what they say about your company’s culture. Is this in line with the culture you wish to foster? If not, you should have some clues as to what needs working on. If it is, you should continue to do an occasional walk-through to make sure that the culture is maintained.
Unit 3. Discuss ways to implement change 3 – Joining us today is Luther Robinson, a business transformation consultant with the Robinson, Delany, and Ross Agency. Thank you for coming today. – Thank you for having me. I’m pleased to be here. – Let’s start with what may be an obvious question: What is it that makes change so hard? – Obvious, perhaps, but important for leaders to understand. What makes change difficult is the simple fact that most people don’t like change. Change brings something new, something unknown … and many of us have a natural fear A-2 | Audio Script
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of the unknown. We like to wake up knowing what we’re doing today, tomorrow, next month. Even small changes involve some element of uncertainty. – These feelings must run especially high, then, if we’re talking about changing an organization. What steps should be taken to manage change? – At the top of the list is open, honest communication. Whether we’re talking about the departure of a key employee from the company or a major overhaul of the organization’s culture, leaders, and managers need to let employees know what’s happening and why. Share with them what the vision is. Discuss with them their concerns and fears. Answer their questions. Lack of information only leads to speculation and increased feelings of insecurity. 4 – And what about resistance to change? – Well, you need to expect resistance. Whenever there’s change, people may be afraid that something important may be lost during the process. To reduce resistance, employees should be included in the change process—make people agents of change by involving them in planning and implementation wherever possible. As a leader or manager, you need to be a role model. You can’t “talk the talk” and not “walk the walk.” You need to embrace the change and lead by example. If you don’t appear to support the change, why should your employees? – How can you keep people motivated during the change process? I mean, many attempts at change fail, don’t they, simply because they lose momentum? – True. It’s important to keep in mind most changes don’t happen overnight, and major change, such as transforming an organization’s culture, may take years. The initial excitement and enthusiasm wears off, people backslide. To keep the ball rolling, you need to monitor and report change. Set short-term, achievable goals and milestones, and announce when they’ve been met. Show the connection between change and company success. Recognize and reward those involved in the improvements. And if the process begins to lose momentum, reinvigorate it with new projects or focus areas.
Unit 4. Conduct a meeting 5 – Thank you all for coming this morning. The purpose of today’s meeting is to present our new product line. We’ve got a lot to cover, so let’s begin shall we? As you can see from our agenda, we’ll be going over the market research findings and marketing plans, selling points, and sales projections. We will also be discussing the implications of the product launch for your individual departments. Are there any questions before we begin? No? All right, then. Let’s look first at the market research. Oliver, would you like to start us off? – Sure. So, the market research we conducted indicates that our strengths seem to be in the area … – Thank you, Oliver. Now, moving right along to the marketing plans. Jennifer? – Give me just a sec … yes, here’s the slide I wanted. So, as Oliver pointed out we’ll be launching …
Unit 5. Involve participants in a meeting or discussion 6 – What do you think is the most important thing a meeting leader should do to encourage discussion? ©2018 Berlitz Languages, Inc.
Audio Script | A-3
– As a meeting or discussion leader, it’s important to set a tone that makes people feel comfortable and safe. If you don’t, people won’t contribute and you won’t achieve your meeting goals. To create the proper atmosphere, you need to let everyone know that you value their contributions and that everyone will get a chance to have their say. When facilitating a meeting, it’s important to appear open, receptive, and interested in everyone’s ideas. – What are some of the reasons people are hesitant to contribute? – There are many reasons why people don’t contribute. It may be they’ve lost track of what’s being discussed or are confused. They may be upset or angry, especially if the meeting or discussion is about a problem. Some people may just be uncomfortable speaking in front of others. Some may be afraid of criticism or of looking foolish, or both. Then there are those who would like to speak, but can’t, because other people are doing all the talking. Sometimes, it may simply be that people can’t hear you, or that the room is so warm that people are about to fall asleep! If you suspect that’s the problem, just ask, and then take whatever action is needed to fix the problem. 7 – OK. But assuming everyone can hear me and no one is about to fall asleep, what can I do, as a meeting leader, to encourage discussion? – There are many nonthreatening ways to get people to contribute and share their ideas. If you’re trying to stimulate discussion, it’s important to ask openended questions, such as, “What other ways might we approach this problem?” or “Are there other things we should be considering that haven’t been mentioned yet?” Bring people in by being positive and encouraging. Say things like, “That’s a good idea, Tom. Can someone else build on that?” or “Janet, what do you think of Tom’s suggestion?” If participants are afraid of criticism, make them feel more comfortable by letting them know there are no bad ideas. You may also want to say, “We’ll write down everyone’s ideas before we comment on them.” People need to know that they will not be made to look foolish in front of their peers. If one or two people are monopolizing the discussion, take control and hand the floor over to someone else by saying something like, “Thanks, those were great ideas. Let’s hear from some people who haven’t had a chance to speak yet.” This gives people who would like to share their ideas the much-needed opening in the conversation. And throughout any meeting, you should frequently check that people are following the discussion by asking, “Does anyone have any questions or comments?” – And what about the shy people with the great ideas? – For people who are uncomfortable speaking in front of others, a good technique is to ask them a day or so before the meeting to think about what they want to contribute and to jot down a few thoughts or remarks they might want to share. Then, at an appropriate point in the discussion, you can say something like, “Maggie, I believe you had some thoughts on this. Would you like to share them?” – Any final thoughts before we wrap up? – Just one. It’s important to remember to set the right tone. These techniques will only work if you, as the facilitator, establish and maintain an environment in which people feel safe and comfortable sharing their thoughts and ideas. A-4 | Audio Script
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Unit 6. Handle meeting disruptions 8 – I think that wraps up this point. Are there any questions or comments before we move on? Ashley? – I’m really sorry, Neal, but I’ve got to go. I have a meeting with a client across town at 2:00. – I see. Well, come see me when you get back so I can fill you in on what happened. – OK, I will. – Right. Now where were we …? 9 – Thank you, Janice. That’s a good suggestion. Would anyone like to add to that? What about you, Rick? You’ve been rather quiet this morning. – Hmm? I’m sorry, I was just checking my messages. What was the question? – Janice’s suggestion. Did you want to add anything? – No. Not really. – OK. Anyone else? 10 – … and we’re all agreed that’s what we should do, then? Carl, Jill, did you want to say something? – No. We were just wondering about the plans for the staff picnic this year. – I see. Perhaps we could postpone that conversation until the break, hmm? … So, are there any other comments before we take a vote? 11 – The results of the satisfaction surveys should be ready next week … – (cough) – Just a moment, Ben. If you could allow Sally to finish … – So, the surveys will be ready next week, and we will be following up on those over the next two months. – Thank you, Sally. Ben, did you have a question? – Yes. Did you have a chance to look at the development schedule I sent you? – Ben, I think perhaps we can talk about that after the meeting, would that be all right?
Unit 7. Wrap up a meeting 12 – I think that just about covers everything. So, let me summarize what we’ve accomplished. We’ve chosen the date and location for next year’s annual gettogether and decided to include a couple of optional sightseeing tours, and we would like to have some kind of farewell party on the last night. Are we all agreed on this? OK, good. So, what are our next steps? I can go ahead and take care of room reservations for the participants. John, do you think you could look into price and schedule information for the tours? – Sure. When would you like that by, Gary? – By the end of next week would be fine. And, Anna, you agreed to check out the options we have as far as the party goes, right? – Yes. I have a few ideas already. – Don’t forget—we need to keep in mind the different ages of the people who will be attending. Would you be ready to put forward some proposals, say, two weeks ©2018 Berlitz Languages, Inc.
Audio Script | A-5
from now? – I think so. – Let me know if you’ll need more time. Is there any other business before we call it a day? No? All right, then, we’ll talk again in a couple of weeks. Thank you for coming.
Unit 8. Describe your core business 13 Part 1 – Good morning and welcome to All Things Fit, the show where we talk about trends and issues affecting business. I am your host, Frank Spencer. I’m joined today by Ashley Sayers, head of PR at Mansions Foods, one of the leading names in the food and beverage industry. Welcome to the show, Ashley, and thanks for coming in this morning. – Thank you, Frank, for inviting me back to the show. – Ashley, Mansions produces everything from infant formula, chocolate, and instant coffee to spaghetti sauce and dog food. Given that, what would you say is your “core” business, if you have one? – As a conglomerate, our operations are broken down into divisions, and for each division it is quite easy to identify the core products. But even for the company as a whole … if we look across our diverse product range, I’d say, with a few exceptions, that yes, we do have a core business. – Namely? – Instant foods—including instant beverages—and the technology and processes we use to manufacture and deliver those products. That has been our core since the very beginning, some 140 years ago. – The company’s original product was infant formula, wasn’t it? – That’s right. We were one of the first manufacturers of milk-based instant baby formula and powdered milk. – And how did the company begin to grow? – We looked for products that could be manufactured using our processes, or for ones we could use our products as one of the major ingredients—instant coffee and tea, soup mixes, chocolate, and then chocolate milk mix … – So you stayed fairly close to your core? – Fairly close, yes. Mostly, we expanded into products that naturally seemed to complement our existing business. And we do that to this day. 14 Part 2 – But that hasn’t always been the case, has it? – No. There are a couple of examples of when we strayed way outside our core. For example, when we acquired Auge Laboratories—which makes eye-care products. – And what happened? – Well, we actually held that company for over 20 years. It was during the recession, some years ago, that management decided to focus on what we do best and sold off the company. And looking at the company’s product portfolio at the time, it did practically shout out, “Not core! Not core!” – Any other examples? – More recently, and rather more short-lived, was the venture into the weightA-6 | Audio Script
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loss center business. – I remember seeing that in the news! People were boycotting you! They said you were making people fat with chocolate and then charging to make them thin again. – Those allegations really weren’t true, but from the public’s perspective, I can see the conflict of interest. But some good did come out of that in the end. It’s what sparked greater management interest and, more importantly, investment in the area of medical nutrition—which is not so far from our core, at all. – So, would you say it’s better for companies to stick close to their core business? – I can’t speak for all companies, but for Mansions Foods, it’s certainly proven to be the better strategy. While we still have some non-core businesses …
Unit 9. Describe growth strategies 15 – The Games Master is a terrific product. There shouldn’t be any problem marketing it. – I agree, but the fact is, Stan, our sales distribution network is too narrow. We won’t be able to exploit the full sales potential of the Games Master. – Hmm, it may be worthwhile to explore the possibility of a license agreement with another company. That would give us access to a bigger market, don’t you think? – Licensing is one possibility, yes. In fact, I’ve already made a proposal to Lively Times Entertainment, and they seem interested. Have you ever heard of them? – LTE? Sure. They manufacture toys, electronic games, and sports equipment. They’re small, well managed, and have a proven record of performance and stability. And they’ve done very well in the handheld game market. Who knows, they may just be the company we need to market the Games Master for us. – Why do you say they’re well managed? – Well, it’s strange you should be considering LTE. I’ve got a friend who’s been encouraging me to buy LTE stock for a long time. She bought a lot of it fairly cheaply a few years ago. Now it’s trading for just under $40 a share. – $36 to be exact. Stan, I haven’t discussed this with anyone else, but I’m seriously considering an acquisition. – Buying LTE? But, Peter, we can’t afford that kind of acquisition. It would leave us too vulnerable financially. – Maybe … maybe not. LTE is a young company with perhaps a lot of growth potential. I think both companies would benefit by joining forces. – Well, it would certainly give us more diversification. And that should help increase profits. How can I help, Peter? – Get a hold of your contacts on Wall Street. Have them run a thorough credit check on LTE and its management. Let’s find out if the company is really doing well and has growth potential. Maybe its stock is simply overvalued. We should find …
Unit 10. Review 16 – So, are there any questions before we move on? Tony? – Yes. Have you had a chance to look at the figures I sent you? ©2018 Berlitz Languages, Inc.
Audio Script | A-7
– I did, but perhaps we could discuss that after the meeting. Yes, Meg? – I’m afraid I’ve got to leave. I have another meeting to go to. – I see. Well, could you check with the others to find out what you missed? Linda, Daniel, would you like to share something? – Not really. We were talking about our plans for the weekend. – Well, maybe you wouldn’t mind talking about that some other time. Did you have another question, Tony? – Not a question, just a suggestion. I think we should encourage our staff members to volunteer for the charities we sponsor. – That’s an excellent idea. Would anyone like to add to that? Yes, Linda …
Unit 12. Suggest ways to promote innovation in the workplace 17 I work in telecommunications, and, in this business, innovation must be constant. The company I work for has created a collaborative network that brings our researchers together with entrepreneurs and academics from outside the company. We also have a special group within the company—the “new ventures group”—which focuses on identifying and developing new business ideas. 18 I work as a scientist for a major pharmaceutical company. Here, the company actively encourages us to communicate and collaborate with others. We regularly hold sessions with colleagues working on other projects. By sharing our ideas and research, we not only learn what’s going on in different projects, we often pick up new ideas that we can apply to our own work. When a new idea works, the company spreads the word throughout the organization. 19 I work for a large conglomerate that has interests in everything from office supplies and electronics to health care and transport. Innovation is a part of the company’s culture; in fact, it’s what attracted me to the company in the first place. What I like the most is the 15% rule. Under this rule, we are encouraged to devote 15% of our time working on projects of our own choosing.
Unit 15. Describe the development of new products 20 – We welcome Margaret Young, Cygna Labs’ Director of Research and Development, to This Week’s Financial Insights. I am your host Louis Patton. – Thank you for inviting me to come on your show, Louis. – So, let’s get right down to this week’s insight on what goes into the cost of prescription drugs. – Certainly, Louis. As your listeners may be aware, developing new medications is a long, complex process, involving extensive periods of research, testing, and clinical trials. And while the public insists that drugs be safe and effective with as few side effects as possible, they and critics of the pharmaceutical industry demand lower prices. However, the reality and facts of pharmaceutical development paint a challenging picture. Consider, for example, the following four statistics:
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• From the first synthesis of a new active ingredient, industry experts estimate it takes an average of 13 to 15 years for a new prescription drug to reach the market. • Last year, the full cost of bringing a new product to market was estimated at over $3 billion, with some companies estimating average costs as high as $12 billion. • On average, only one to two of every 10,000 new medical substances will successfully pass all the stages of development that are required to become a marketable medicine. • And, finally, that only two out of 10 marketed drugs return revenues that match or exceed their R&D costs. These statistics don’t factor in other costs such as litigation, patent expiration …
Unit 16. Place a service call 21 The Vending Machine – Acmee Vending Machines. Service Department. Can I help you? – Yes. I’m calling from Pendletin Enterprises. We’re having trouble with our coffee machine. – What seems to be the problem? – Well, it’s spraying coffee everywhere except into the cup. – Is it doing this for all the drink items? – Actually, no. Just the ones with milk in them, and usually just the first cup of the day. – I see. No one from your staff has tried fixing or cleaning it, have they? – No. I just cleaned up the mess and put an “out of order” sign on it. – All right. It sounds like we’ll need to do a little extra maintenance on that machine. Now if you could give me your … 22 The Access Key – Reception. – Yeah, hi. This is Alice Redman. My access key doesn’t seem to be working. I’ve tried several doors, and it didn’t work on any of them. – Just a sec. Let me see what the computer says. Ah, yes. Ms Redman, your key has been deactivated because you haven’t used it in over 90 days. – I’ve been on a leave of absence, but today is supposed to be my first day back. No one told me my card would be deactivated. – It’s not a problem. When you come in, go straight to security. They should be able to reactivate your card for you. – That’s fine—but can someone please let me in? I’ve got my employee ID with me. – Sure. I’ll send someone down right away. Which entrance are you … 23 a. grinding sound b. squeaking sound c. banging sound d. humming sound e. pinging sound f. clicking sound ©2018 Berlitz Languages, Inc.
Audio Script | A-9
g. thumping sound h. beeping sound i. whirring sound j. buzzing sound
Unit 17. Make an after-sales service call 24 – Frank, how important is after-sales service in your business? – It’s absolutely essential to our business. If we don’t provide good after-sales service and support to our customers, then we won’t get their repeat business and we won’t get their word-of-mouth recommendations, which will bring in more customers. – And what does after-sales service and support entail? – On the support side, it mostly entails our answering questions customers have about the software or hardware they purchased from us. On the service side, we have a team of technicians who can troubleshoot and fix most problems on the spot. If a problem is more serious, we send the product back to the manufacturer and provide the customer with a temporary replacement. – So, who actually provides the support, and how do they do it? – If the customers have a question or a problem, they can contact us online via live chat or they can call our toll-free hotline, 24/7. When a customer first contacts us, they are connected with one of our knowledgeable generalists. These people know the machines and the software, and they can answer the vast majority of questions people throw at them. If a particular question requires more in-depth knowledge, then the customer is put through to one of our experts. – And will someone actually go out on-site? – Most problems can be solved online or over the phone, but if required, yes, we will send someone out to the customer. – What about customer records? What part do they play in your after-sales service and support? – They are very important because they show us what equipment the customer has, what problems they’ve had before, who’s dealt with them in the past, so that we can check back and find out what sort of response we gave them earlier. We also like to include a few personal details, so that we can ask them, you know, is your cat well now? Were you able to get your car fixed? It just lightens up the conversations a bit … – Adding the personal touch? – Yes, the personal touch. – Who bears the cost of this service? – At the end of the day, the customer. But what people don’t realize is that it is expensive, and it has to be built into the cost of our products. Cheaper products that customers think are a bargain may not be a bargain because they may not give you the support and service you might need further down the line. – Hmm. And what do you see the results of good service and support being? – As I said before, repeat business and word-of-mouth recommendations— people ... get a good feeling about you.
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Unit 18. Present ideas for using social media for business 25 – Dan, I think we should be doing more with social media. – Why? Our website gives people all the information they could possibly need about our company and our products. – True, but with the website, all our communication is one-way. Social media would allow us to interact with our customers more. They could get to know us, and we could get to know them better. – Hmm, maybe. But from what I’ve been reading, it does little to boost sales. Nobody’s interested in getting company ads on their social network page. They just ignore them. Where would the return on our investment be? – I think you may be thinking about this the wrong way. Social media is not primarily a sales platform. Perhaps if you thought of it as both a public relations and a marketing tool … one that we can use to build stronger relationships with existing and potential customers. – In what way? – By engaging with them. Responding to their comments, suggestions, and questions directly. Getting them to feel they have a personal connection with the company. Finding out what they think about us. – Sounds like a lot of idle chitchat to me. And the comments I’ve seen on some company pages can be downright malicious. – Negative comments are a challenge, but if they’re handled the right way, we could actually win customers. I think that’s where a lot of companies go wrong. They don’t respond to the negative comments; in fact, they don’t respond to any comments at all. It’s important to build that two-way conversation; after all, this is social media. – What are we supposed to do then? – You’ve got to keep in mind that social media as a platform requires soft-sell techniques, not hard-sell. Some of the best sites I’ve seen focus on sharing information related to the business or the products—things that are interesting, relevant, or just fun for the customer. For example: a shoe company asked customers to share pictures of themselves wearing a new pair of the company’s shoes, or a dairy company posted videos on creative ways to use empty milk cartons. On one of the professional networking sites, a company in Asia regularly posts practical information about doing business in their region. Do you see what I’m saying? These things give the company a personality that people can identify with. It builds their trust and, hopefully, when it’s time to buy, the company that sticks in their minds is the one they remember engaging with online. – So, what about the marketing side of this? – You’re right about people ignoring ads, by the way. I do it, too, when I’m on my page or looking at messages. But the exchange between the company and the public is not useless chitchat. By collecting and analyzing what people say, we’d be able to target our products and our marketing efforts better. – Well, I’ll think about it. Have you already put together a strategy for this? – I’ve put together a draft … I wanted to see how you felt before going any further. – Why don’t you flesh it out, then? We can talk about this more when it’s ready.
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Unit 19. Describe export strategy 26 – Today, we welcome Charlotte Russo from the Department of Commerce, International Trade Organization. Ms. Russo will talk to us about finding the best approach to exporting for your company. Ms. Russo? – Thank you, Charles. So, let me begin by saying that the exporting process today is easier and has fewer steps than ever before. Depending on various factors–including, among others, your company’s size, the products you are exporting, the resources you have available, and the company’s level of experience with exports—you may choose to sell directly or indirectly to foreign markets. The way you choose to export your products can have a significant effect on your export plan and specific marketing strategies. There are at least four approaches, which may be used alone or in combination, depending on the level of involvement the company wants in the export process. The first approach is to fill orders passively from domestic buyers, who then export the product. As far as the original seller is concerned, these sales are indistinguishable from other domestic sales. It is the buyer who has decided that your product meets some foreign demand. And it is the buyer who handles all the exporting details and assumes all the risks. In some cases, the original seller isn’t even aware that their products are being sold overseas. However, once they discover this, many companies take a stronger interest in exporting their products themselves. A second approach is to look for domestic buyers who represent foreign endusers or customers. Many domestic and foreign corporations, foreign trading companies, foreign government agencies, foreign distributors, retailers, and others make purchases for export. These buyers constitute a large market for a wide variety of goods and services. With this approach, your company may know that its product is being exported, but it is still the domestic buyer who assumes all the risks and handles the actual exports. A third approach is to export indirectly using intermediaries. With this approach, your company engages the services of an intermediary firm that is experienced in finding foreign markets and buyers for your products. Export management companies and export trading companies, for example, can act as your company’s export department, handling all the export arrangements on your behalf. At the same time, you retain considerable control over the process and can realize some of the other benefits of exporting, such as learning more about foreign competitors, new technologies, and other market opportunities. The fourth and final approach is to export directly. This approach is the most ambitious and challenging because it means your company handles every aspect of the export process from market research and planning to foreign distribution and payment collections. A significant commitment of management time and attention is required to achieve good results. However, this approach may also be the best way to achieve maximum profits and long-term growth. As I mentioned before, these approaches may be used in combination. For example, you may have the resources and expertise to export directly to one of your neighboring countries and choose to use an intermediary for opening up new markets in say, Asia …
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Unit 20. Review 27 – Hi Gina. I was just wondering when I would get your presentation. I thought you were going to send it to me yesterday. – Sorry, Sally. I noticed a mistake in one of the slides and I had to redo it. I’ll send the presentation to you in a couple of hours. 28 – Advertising for the Wizard 2? I thought we were going to withdraw that product. – Did you see all the letters we got about that? Thousands of customers wrote saying they wanted us to keep it. – All right for now, I guess. But those customers will have to upgrade eventually. 29 – What happened to your plans to advertise on TV? – We saw the rates for a 15-second spot. I was so shocked I almost fell off my chair. – So what are you going to do instead? – We’re looking into some of the local television stations. 30 – Congratulations, Dora, on your shopping app! Did you expect that you would win an award for it? – Certainly not when I was creating it. I was just trying to solve a problem I had finding things at the supermarket.
Unit 21. Discuss the effects of free trade 31 – If you ask people whether free trade is a good thing or not, you get a mixed response. Why is that? – Among the public, there is something of a love-hate relationship when it comes to free trade. As consumers, most people love being able to buy a wide variety of products at reasonable prices. So, already, we see one of the benefits of free trade: increased choice. And with the appearance of new competitors in the market, domestic producers have to work harder to keep their customers, which may lead to lower prices and / or higher quality, another advantage for consumers. – But for companies, especially those in fledgling industries or industries that are struggling, this increased competition would be an argument against free trade, wouldn’t it? – Well, yes. And if governments are trying to protect and support these businesses, that’s where trade barriers come in. But as with domestic competition, competition from abroad can have positive effects, such as pointing out inefficient practices and policies. – But aren’t goods imported from, let’s say, an emerging market country, cheaper simply because labour is cheaper? – Cheaper labor certainly does have an impact on production costs and therefore on the selling price of imports. And this is where the hate part of the love-hate relationship I mentioned earlier comes in. Free trade is a two-way street, and if a domestic producer decides it’s cheaper to source raw materials or labour from abroad, that may mean the loss of jobs at home and a push to drive ©2018 Berlitz Languages, Inc.
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domestic wages down, what is referred to in the press as “the race to the bottom.” – But that’s a two-sided coin, isn’t it? I imagine the creation of new jobs in the other country would be a positive outcome of free trade. And as people earn more, their standard of living increases—they consume more and become more demanding in terms of the variety and quality of the items they buy. – Ideally, yes, and we see this happening now in several countries, such as China, where the demand for American-made products is high. According to classic theory, this increased demand leads to increased production and more jobs. – Some people say that free trade is bad for the environment. Would you agree? – There are arguments on both sides of this issue, or issues I should say, since there are many, such as increased pollution and fuel consumption caused by transporting imports and exports, or the depletion or destruction of natural resources in favor of trade and revenues over environmental protection. However, many companies are working hard to be “green” and have made sizable investments in newer technologies and bio fuels. In the end, I think it’s the consumer’s decision. If you object to the policies surrounding a product or the impact that the production of a certain product has on the economy or the environment, don’t buy it. That’s probably the most powerful weapon consumers have.
Unit 22. Network at a trade show 32 – 1. a. graduate (n.), b. graduate (v.) – 2. a. affiliate (n.), b. affiliate (v.), c. affiliated (incorrect), d. affiliated – 3. a. corporate (adj.), b. corporate (incorrect), c. incorporated (incorrect), d. incorporated – 4. a. delegated (incorrect), b. delegated, c. delegates (n.), d. delegates (v.) – 5. a. duplicate (n.), b. duplicate (v.) – 6. a. separate (adj.), b. separate (v.)
Unit 25. State the objectives of a negotiation 33 – Jason, what are the differences between a win-win and a win-lose negotiation? – Well, Nicki, it really comes down to numbers versus relationships. If your goals are purely financial, for example, don’t go for a win-win negotiation. Win-win negotiating is used when you are looking to develop long-term relationships. As a result, it’s important to learn as much as possible about the other side’s interests, and then use this information to find creative solutions that benefit both parties. – But shouldn’t we try to learn as much as we can about the other side in any type of negotiation, be it win-win or win-lose? – Yes, but the way we use that information is different. As I just mentioned, if you are looking for a win-win outcome, then you want to use the information you have to come up with a deal that’s good for everyone. And you don’t want to hide information about your own interests. The more both sides know about each A-14 | Audio Script
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other, the easier it will be to arrive at a mutually beneficial agreement. – So, how would we use information in a win-lose negotiation? – In a win-lose negotiation, your interests are usually at odds with those of the other side. You use the information to help you make the right first offer, but you shouldn’t reveal information about your own circumstances. Anything you reveal the other side can use to their benefit and your loss. – In a win-lose negotiation, you recommend making the first offer, then? – Yes, because the first offer has a strong influence on bargaining. So, you need to start negotiating at the right price. That said, you mustn’t be greedy; after all, you don’t want to scare the other side away from the bargaining table. – So, when preparing for a negotiation, is it important to know whether you are going for a win-win or a win-lose outcome? – Absolutely, because this will affect the objectives you set and shape your strategy for the entire negotiation.
Unit 26. Make and respond to offers 34 – Is it necessary to justify an opening offer? – If you can provide justification for your position, the other side is less likely to try to negotiate price and terms as strongly. Negotiators who justify each offer they make and demand justification from the other side for counterproposals are better able to take control of the negotiation process and achieve outcomes that are more reasonable. – Can I be held to an informal offer or off-the-record comment I made? – In negotiations, there is no difference between an informal proposal and a formal one. If the other side hears your “informal” proposal or “off-the-record” comment, their expectations are set and you will usually be held to that position. – Why should you open high? – Those who have high goals tend to achieve those goals. By opening high, you not only make it more likely that you will obtain a better result, but you also give yourself room to make concessions during the process. – Is it a good idea to state a price range? – Not really. When you give a price range, you divulge your reservation price, which weakens your bargaining position considerably. – If price is the main factor in a negotiation, why can’t I simply say what I’m prepared to pay? – You can, but you’d better make it clear that you don’t intend to haggle, and you should be prepared to back up your number with facts. – What do I do if the other side suggests completely unreasonable terms? – The most important thing is to let them know that you don’t take the offer seriously. You can do this by making a joke, you can say that it is entirely out of your range, or—if you really want to make a point—you can say, “Let me know when you’re ready to negotiate seriously,” and then walk away from the table. That will get the other side’s attention.
Unit 27. Overcome obstacles during a negotiation 35 Conversation 1 – So, are we ready to close the deal? ©2018 Berlitz Languages, Inc.
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– We’d like to give the contract another once-over. We’ll let you know when we’ve made a decision to move forward. 36 Conversation 2 – We’re really impressed with your track record. We’d love to have you on our team. – Thank you very much, but I’d like a couple of days to think it over. Would that be all right? 37 Conversation 3 – Surely, a 15% discount for a long-term partner like us isn’t too much to ask? – Well, I can’t promise 15%, but let me take another look at the projections. I’ll see if perhaps we can work something out.
Unit 28. Discuss changes in the workplace 38 I graduated from the university last year, but I still don’t know what I want to do. That’s why I do temporary work. Being a temp means I get to do different types of work for different companies, so it’s almost never boring. It gives me a chance to try things out and decide what I like and what I don’t like. My assignments usually last from a week to three weeks, so I never have to worry about being stuck in a job I hate. Furthermore, I decide whether to accept an assignment, so I can schedule work around my life. 39 Sure, working freelance gives me lots of autonomy and independence, but sometimes that’s the problem. If I’m having difficulties with something, I’m on my own. I don’t really have a supervisor, so I don’t know who to turn to when I need advice. Moreover, I miss being part of a team and just having people to talk to during the day. 40 Working nights can be a challenge, but personally, it suits me perfectly. I get home at 5:30 and I don’t have to leave again until 8:30 at night. This means I have time to take care of my family in the morning and evenings. When the kids have left for school, I sleep for a few hours, and then I do whatever else I need to do during the day. Besides, the night shift pays much better than the day shift.
Unit 29. Discuss changes and trends in the job market 41 Jamie Casey is a career counselor speaking at a business-networking luncheon about career choices. So, how do we know if a job is at risk? Well, in a recent study on the susceptibility of jobs to computerization, researchers at Springfield University estimate that about half of current US jobs are in the high-risk category. In other words, these jobs could easily be automated within the next 10 to 20 years. The study ranks approximately 700 occupations according to their probability of computerization or automation. Those occupations with a probability of 70% or higher were labeled in the high-risk category. With the introduction of bar codes for inventory and sales purposes, self-service kiosks and e-commerce where customers can place and pay for their orders A-16 | Audio Script
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without human interaction, and automated business services, it is probably not so surprising that, besides sales occupations, most workers involved in transportation and logistics occupations, as well as the bulk of office and administrative support workers and those in production occupations, fall into the high-risk category. More surprising is the fact that a substantial portion of occupations in the service sector also fall into the same risk category. Jobs at low risk of elimination are characterized by what the researchers termed creative and social intelligence. Many education, community service, arts, and media jobs fall into this category, as do those in the health care, science, business, computer, and engineering professions. However, I suspect that there are still some jobs and tasks within these sectors that could eventually be automated. Let me pause here …
Unit 30. Review 42 – I’ve been trying to get this to work for hours, but no luck. Do you have any ideas? – I’m afraid I can’t figure it out, either. 43 – What on earth did you offer them a 20% discount for? And right at the start! We’ll never get a higher price out of them now! 44 – Sorry about all the mistakes I made managing that last project. – Don’t worry about it, Helen. I think you’ve learned your lesson … just try not to make the same mistakes again. 45 – That’s as high as we can go. If you can’t meet that price, we’ll have to look for someone else. – Well, it may end up costing us money, but we’ll take it. You are a valuable customer to us. 46 – I like working for a small company. I have more responsibility and I am learning much more about how the business works. Besides that, the staff is very close— it’s almost like having a second family. 47 – I have worked freelance for many years, but miss the stability of a 9 to 5 job at a big company. As a freelancer, I only get paid for the projects I work on. There is no such thing as a paid vacation. If I’m not working, I’m not earning money. Moreover, I have to pay twice as much in taxes.
Unit 32. Discuss global trends 48 Part 1 – We’re back this week, continuing our discussion of the future of business. In earlier podcasts, we’ve looked at how the world of work will change. This week, we turn our focus to some of the global trends shaping the business world. We are joined by Dr. Gwen Sorenson, a Senior Futurologist with the Cosmos Futures Institute. Is it all right if I call you Gwen? – By all means, please do, Richard. ©2018 Berlitz Languages, Inc.
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– Gwen, before we start, what kind of time frame are we looking at when we talk about global trends? – The trends I’ll be covering today are all rooted in developments over the past several decades, but which we expect to see gain even more momentum during the next few years. – So, where should we start? – Let’s start with demographics since that touches on an earlier topic in this series. On the one hand, we have countries with aging populations and shrinking workforces. In some developed nations, the number of people retiring is greater than the number of people entering the job market. On the other hand are countries with relatively young, growing populations. Even though the global population is growing, the number of skilled workers is shrinking, and, in some areas, the need for skilled labour is already severe. This will increase the competition among global businesses to attract and retain the most talented employees—no matter where they are located. – Isn’t a lot of that talent going to come from places like China or India? 49 Part 2 – As you may have guessed, there is going to be a bit of overlap among these global trends. And the increasing global power of emerging markets, such as China and India, is among them, but not simply because of their population growth. These markets, which were once so attractive because of their cheap labour, natural resources, and low-cost production, are now coming into their own. Companies that have “grown up” in these markets, companies that had to be creative and efficient in order to produce lower cost products for their local consumers, are emerging as efficient, flexible, and innovative market leaders ready to move beyond their domestic borders—and may prove to be serious competition for more established multinationals. – And technology is making that a lot easier for them to do, isn’t it? – Innovation in technology and the Internet have profoundly changed the way we all work. If you’re old enough, you can still remember what it was like just 20 odd years ago. How many people had an email address? This rapid innovation will continue to be a major trend, with the focus now on creating a smarter, more connected, mobile world. It is changing the way businesses communicate and collaborate with their employees, their customers, and their partners. It is blurring the boundaries between industries and jobs. And we are just starting to realize the potential of all the data that is being made available. – And what about climate change and energy issues? How will those affect business in the future? – Clean-tech has been slow in coming, but it seems its day has arrived. – I’m sorry … clean-tech? I assume that’s short for clean technology? – That’s right. It refers to technology, products, and services that benefit consumers while at the same time addressing the environmental concerns you mentioned: global warming, natural resources, energy, and sustainability. The trend is toward mainstreaming clean-tech as global companies realize its importance to their industries. A survey done a few years ago showed that cleantech is an organization-wide or business-unit-level initiative for almost 90% of the responding corporations, the overwhelming majority of which expect to increase clean-tech spending in the next several years. Companies are also facing A-18 | Audio Script
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pressure from stakeholders and governments to demonstrate their sustainability —and in many countries, the issue of making sustainability reporting mandatory is being considered. – I’m afraid that’s all we have time for. Thank you for joining us today, Gwen.
Unit 34. Discuss the benefits of corporate social responsibility 50 – Our Board of Directors has started pushing CSR. To me, it seems we’d just be throwing money away. How can philanthropy be good for our bottom line? – First of all, we need to make it clear that corporate social responsibility is not philanthropy. If you look at the list—and the performance—of companies that consistently have top ratings for CSR, you will see some of the leading companies in a variety of industries including technology, manufacturing, communication, and entertainment. You can be sure they’re not doing it because it’s bad for business. However, when deciding what initiatives to undertake, it’s important to assess them thoroughly, to make sure they are aligned with corporate goals and company values, so that they end up contributing to profit rather than being a cost. CSR is an investment, and you want a return on that investment. – Alright. So how can CSR initiatives do that? – In several ways. For one thing, CSR initiatives can help you to reduce costs. An environmental initiative that focuses on saving energy and reducing waste is a good example of a win-win situation. The company spends less on utility costs and materials, and at the same time reduces its greenhouse gas emissions and the amount of waste going to landfills. The more efficient your operation, the greener it gets. CSR can also lead to better-satisfied, more loyal customers by improving the company’s reputation. If your customers think highly of you, then they are more likely to buy your products and services and more likely to tell their friends. Recent surveys have shown that customers are more likely to buy from companies that support and engage in programs that improve society. Benefit to the company: free word-of-mouth advertising and increased sales. A company’s reputation is important to employees as well; employees want to be proud of where they work. CSR initiatives that focus on employee well-being can improve productivity; initiatives that are aligned with employees’ personal values will increase motivation. Furthermore, more and more job seekers are looking at companies’ CSR programs before deciding who to work for, so companies that are viewed as being socially responsible attract higher caliber candidates. Bottom line: happier, healthier, higher-quality employees doing a better job for you. And finally, I’d like to mention communities. CSR initiatives give you an opportunity to engage with the local community, the community where you operate and where your employees live. Through CSR, you can create a relationship with the community and become a part of the community, which will enhance local support for your company over the long term. Effect: a solid, loyal customer and employee base. – So, besides obvious CSR initiatives like recycling what ideas do you have …
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Unit 35. Discuss attitudes toward whistle blowing 51 Part 1 – Do you feel the role of whistle-blowers is an important one? – Definitely. There are cases where information from whistle-blowers has saved the lives of entire communities, prevented severe environmental damage, protected consumers from harm, exposed corruption or the mishandling of investor or public funds. Without whistle-blowers, these cases would have remained secret. Unfortunately, these people are in the minority. – What is it that makes the decision to blow the whistle so hard? – Most of us, if we like or value our jobs, don’t want to rock the boat. If we discover evidence of wrongdoing or misconduct, we are caught between feelings of loyalty to our employer and doing what’s right. In many cultures, a stigma is attached to whistle-blowing; whistle-blowers are labeled as disloyal, traitors, snitches, or rats. In addition, there is the genuine fear of retaliation by the organization, which could have extreme consequences, including losing your job, being blacklisted, being sued, or even going to prison. It’s easier just to keep quiet. – What do you recommend people do if they have a concern? – Employees should check whether their organization has a whistle-blowing policy. If there is one, it’s probably stated in the code of ethics. These generally encourage employees to report wrongdoing or misconduct and contain a nonretaliation clause. Employees may want to go through the chain of command at their workplace, speaking first to their direct supervisor, and then if nothing happens, move up the chain. At the same time, it would be worthwhile to check out what resources and assistance are available in your area. A lot of information is available online. 52 Part 2 – Are there any guidelines about when someone should make a disclosure? – It’s important to remember that not every complaint involves wrongdoing. Whistle-blowing is about reporting serious or illegal misconduct. When considering whether to blow the whistle or not, there are a number of things to bear in mind, but since our time is short, I’ll mention three. First and foremost is the magnitude or seriousness of the situation. How many victims are there or might there be? Will those victims benefit from the disclosure? If there is only one victim, or if the damage is minor, this situation is not one that would call for whistle-blowing. Second, you need to consider the probability or likelihood that the harm or damage will happen. If you are not sure, you probably shouldn’t make a public disclosure, but mention your concerns instead internally. Making a disclosure without evidence could land you in court facing a libel suit. Third is the urgency of the situation. The more immediate the danger, the more likely it is you have a whistle-blowing case. Disclosing information about the release of deadly chemicals into the water supply next week is more urgent than revealing that a company is secretly planning to shut down its operations next year. – So, if your situation doesn’t meet these criteria, you would suggest an alternate course of action? – Yes … talk to your employer, or if that doesn’t work for you, consult with an organization that handles such cases. They should be able to give you advice, A-20 | Audio Script
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and you can probably do this anonymously. What you don’t want to do is act before carefully considering your options. And keep in mind that a situation that might be appropriate for whistle-blowing in one culture—whether that’s the culture of a country, an organization, or a profession—may be very different from that in another.
Unit 36. Describe the attributes of a leader 53 So the question asked is, “What makes a good leader?” Let me start my answer with a correlation—children of every culture grow up hearing tales of heroic leaders who take incredible risks to save villages, princesses, lonely children or, perhaps, all humanity from monsters, witches, and other evil forces. As a result, we are accustomed to our heroes being larger-than-life. If we are to trust our business leaders, shouldn’t we expect them to have many of the same attributes that our childhood heroes had? Qualities such as strength, goodness, honesty, compassion, and outrage against injustice. In fact, these are exactly the traits we expect of our leaders, and we expect more. We expect our leaders to listen to us, to understand us, and to help direct us in our work. Many of the qualities we demand of our leaders are “people skills” because, in fact, leaders are in the business of influencing behavior, of aligning people toward common goals, and of empowering them to take whatever actions are needed to reach these goals. Leaders should be open-minded, enthusiastic, and passionate. One of the chief missions of a leader is to share that passion with others in the organization. Leaders must have a diversity of experience that they can call upon when a crisis occurs. Leaders must always be learning and trying to improve. In this way, leaders are role models to those around them. Leaders must be superior communicators, for they need to interact with people at all levels of the organization, as well as represent the organization publicly. But the one, absolutely essential, leadership quality that invariably shows up on every list is integrity. What’s right for the company may be wrong ethically. If employees are faced with such a dilemma, they must be able to look to their leader to serve as the moral compass. And it is in these decisions …
Unit 37. Describe leadership styles 54 Our team has been working together for years and years. We know our jobs inside and out, and we’ve completed countless projects successfully. We’ve never had any problems at all—until last month. That’s when our new manager arrived. He wants to be involved in everything, and he won’t let us make any decisions at all. Most of the time, he never even asks us what we think—he just tells us what to do. Morale on our team has never been so low. 55 I only started working at my company quite recently. I really like the friendly atmosphere and the way they want us to feel like part of the team—by encouraging us to contribute feedback, ideas, suggestions, and so on. But sometimes that can be very frustrating for me. I haven’t been here long enough to be able to give much input. There are times when I’d rather they just tell me
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what I need to do. Once I feel more comfortable in my position, then maybe I’ll be able to contribute more. 56 I was involved in a project at work recently that ended in a shambles. Our boss basically, just put a bunch of us together, told us what the project was, and that was it! She expected us to work out all the details, create a timeline, figure out who was going to do what. We were all pretty good at our own jobs, but we’d never really worked together as a team before. There was constant bickering … nothing got done on time. We resented each other and our boss. I mean, isn’t organizing stuff like that her job?
Unit 38. Offer and respond to congratulations 57 – Hello, Peter! Sorry to have kept you waiting! – Hello, Allison. No problem. I was just thinking about my presentation at the Board meeting yesterday. – Speaking of which, that was quite a performance! The Board was really impressed with the Shop Way deal. When do you start shipping? – Next week. We’ve already received orders for half the minimum purchases for this year. And just this morning, I got a call from Donna Williams about the possibility of producing a cheaper line to be marketed as a Shop Way house brand. – That’s terrific! The new plant will be coming on line just in time. – You said it! We may even have to think about expanding it before long. – Peter, I’d like to congratulate you on the fine job you’ve done over the past year. It looks as if the man we hoped would save AP will end up making it one of our most successful profit centers. – I’m just glad I’ve been able to live up to your expectations. – Lived up to them?! You have far exceeded them. In fact, that’s something I’ve been meaning to talk to you about. As you know, UEI is going through a period of growth and expansion. There are a number of very attractive opportunities within the organization for a person of your calibre. As you’re aware, we’ve concluded several acquisitions recently, and we hope to be creating a number of new positions for vice presidents at the divisional level later in the year. It would mean assuming the responsibility for several operating companies, but I’m sure you could handle the challenge. – I appreciate your confidence, Allison, I … – Don’t say a word. You’ve earned it all. And now a toast … to the future! – To the future!
Unit 40. Review 58 – So, Della, what do you think I should do about the reference for Louise? – The person you fired for being absent from work so much? – That’s the one. As I see it I’ve got two options: give her the good reference she wants, or just confirm her dates of employment. – Honestly, Charlie, I don’t see how you can give her a good reference. I know she needs the job, but you have to consider the other company, as well. How
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would you feel if you were in their shoes and you got a positive reference for someone who later turned out to be unreliable? – But what if she really has changed? – That’s not for you to decide. Your reference should be based on the performance you observed while she was here. You let her go because she was costing us time and money. If I were you, I’d confirm dates of employment and nothing more. – That’s almost as bad as writing a negative reference. And you know, her work wasn’t always bad. It was only when she started having those personal problems that things went downhill. If she really has turned her life around, then she should at least be given a chance to prove herself. – Charlie, I think you’ve just answered your own question. If someone calls asking for a reference for Louise, tell them what you just told me. That way, you’re being honest with the other company and fair to Louise.
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8 COMPLETE
NOW WITH ONLINE PRACTICE ISBN 978-1-62284-848-5
9 781622 848485
B2.1
Business English
8 COMPLETE
Berlitz Languages, Inc. Princeton, NJ USA
Writer: Denise Kruelle
We would like to thank the many Berlitz instructors and staff who have contributed to the creation of this course. Disclaimer: Brands and company, product, and service names mentioned in this publication are for identification purposes only, and are not affiliated with Berlitz. All trademarks and registered trademarks are the property of their respective owners.
Copyright© 2018 Berlitz Languages, Inc. All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without permission in writing from the Publisher. Berlitz Trademark Reg. U.S. Patent Office and other countries Marca Registrada ISBN: 978-1-62284-848-5 First Digital Edition — August 2018
For use exclusively in connection with Berlitz language instruction. Berlitz Languages, Inc. 7 Roszel Road Princeton, NJ 08540 USA
WELCOMES YOU TO
Business English 8 Complete
Berlitz English is the fastest, the most practical, and the most enjoyable way to learn English. To get the most of your English program, you should …
• attend all your scheduled classes • do all online and customized practice assignments • review each unit after class • preview each unit before class • practice speaking English anytime you can • visit English websites to learn more about unit topics • read English magazines, books, and newspapers • watch videos, movies, and TV programs in English • try to speak and learn more English every day! If there is anything we can do to make your learning more successful and enjoyable, please let us know. We’ll do everything we can to help you reach your goals.
We wish you great success with your English studies!
The Berlitz Team
©2018 Berlitz Languages, Inc.
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A lesson-specific speaking goal begins the lesson with a clear, achievable learning objective. Each unit of instruction starts with a summary of key vocabulary and expressions and additional language that will be necessary to master the unit’s speaking goal in a clear, concise manner. Each activity in the unit is clearly labeled with the skill or language point being targeted, setting the perfect tone and encouraging focus for immediate success. Listening activities offer opportunities to listen and respond to language in real-life contexts. Audio scripts for each listening activity are included. Interactive activities can be completed directly in HTML versions, and all answers are recorded online for easy access on the go.
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Additional Features and Components
The Student Materials Portal provides access to online and downloadable Student Guides, and enables the student to monitor and track progress throughout the course. Online Practice, also available via the Student Materials Portal, provides interactive review and exercises that can be accessed on mobile devices or online in order to practice any time, any place. Review Units present an opportunity to review and practice skills in class, including speaking, listening, reading, and writing. Audio CDs and downloadable audio files provide in-class and on-the-go listening practice, depending on the type of package selected.
©2018 Berlitz Languages, Inc.
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CONTENTS
viii
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
1
Describe a company’s vision and mission
1
Company's visions and missions
to be + infinitive. For example: Our mission is to provide patients the highest quality diagnostic testing. We are to discuss it at next week’s meeting.
2
Describe a company’s culture
5
Company's cultures
Terms related to company culture Adjective endings: -ic / -ical (extension)
3
Discuss ways to implement change
10
Implementing change
It makes me (feel) …
4
Conduct a meeting
14
Meetings I: Chairing
References with of which, whose Verbs that collocate with meeting. For example: to adjourn a meeting. (extension)
5
Involve participants in a meeting or discussion
19
Meetings II: Participation
Uses of to make. For example: to make sense, to make up (your) mind, to make a fool of yourself, to make a decision, to make a suggestion. Phrases for encouraging discussion Asking open questions to elicit comments
6
Handle meeting disruptions
24
Meetings III: Disruptions
Polite demands or requests Pronunciation: Using intonation to change tone
7
Wrap up a meeting
28
Meetings IV: Conclusion
Expressions used when wrapping up a meeting or discussion Nouns from phrasal verbs. For example: wrap-up, handout, sellout, crackdown, holdover, intake, letdown.
8
Describe your core business
32
Business activities and processes
Adding emphasis using It + to be + relative pronoun. For example: It was Barry who suggested … Verb suffixes: -ize (-ise UK), -ify
©2018 Berlitz Languages, Inc.
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
Strategy
Gerunds as subjects. For example: Licensing would give us access to a bigger market.
9
Describe growth strategies
36
10
Review
41
11
Draft a proposal letter
53
Writing proposals
Expressions used in proposals: considering, owing to, moreover, furthermore Only if vs. even if
12
Suggest ways to promote innovation in the workplace
58
Innovation and employees
Placement of frequency adverbs
13
Discuss innovation strategy
63
Innovation strategy
Questioning the status quo
14
Discuss product life cycles
69
Products I: Life cycles
The future in the past: When we launched the FlexiTab, we were predicting sales of over $500,000, but we only reached sales of $400,000 in our first year.
15
Describe the development of new products
73
Products II: Development
Stating figures: 9 out of 10; 8 in 10; The ratio of satisfied customers to delighted customers is six to two; There are two delighted customers for every six satisfied customers.
16
Place a service call
77
Service calls
Simple past vs. present perfect vs. past perfect Describing sounds and noises. For example: beep, buzz, squeak, bang, click, grind, hum, ping, thump, whir.
17
Make an after-sales service call
80
After-sales service
Phrases for making an after-sales call Gerunds with possessives. For example: Would our sending you a full refund fix the problem? The managers liked Henry’s handling of the situation.
©2018 Berlitz Languages, Inc.
ix
x
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
18
Present ideas for using social media for business
84
Social media
few vs. a few; little vs. a little
19
Describe export strategy
88
Export
Terms related to export and trade
20
Review
92
21
Discuss the effects of free trade
104
Free trade
Presenting arguments using by + -ing. For example: By paying subsidies to farmers, the government is helping them to compete in the world market.
22
Network at a trade show
108
Trade shows
Simple present vs. present progressive vs. present perfect vs. present perfect progressive Pronunciation: words ending in -ate. (extension)
23
Assess and follow up on a lead
114
Follow-up
Making initial follow-up calls Following up in writing Multiword phrasal verbs. For example: to go through with, to follow up on, to get through with, to live up to, to get back to, to put up with, to miss out on. (extension)
24
Decide on an approach to a negotiation
119
Negotiations I
Responding to ploys Idioms and expressions with hard. For example: no hard feelings, to learn the hard way, to take a hard look.
25
State the objectives of a negotiation
126
Negotiations II
Reframing. For example: Your request is a challenge, not a problem. The glass is half full, not half empty.
26
Make and respond to offers
131
Negotiations III
Language of offers in negotiations
27
Overcome obstacles during a negotiation
136
Negotiations IV
Giving an update Being noncommittal Overcoming obstacles
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SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
Negotiations terms from poker. For example: poker face, to fold. (extension)
28
Discuss changes in the workplace
141
Work environment
Adding information: furthermore, moreover, besides (that). For example: The typical 9-to-5 workday will disappear. Furthermore, more employees will work from home.
29
Discuss changes and trends in the job market
146
Job market trends
Making suppositions: I suppose …, I imagine …, It may be due to …, It could be a result of …, Perhaps …
30
Review
151
31
Discuss the impact of external factors
166
Conjunctures
Describing implications: modals + adverbs. For example: If we increase prices, customers may possibly shop elsewhere.
32
Discuss global trends
171
Global trends
Future perfect Time expressions used with future perfect Adjective suffixes: -able and -ible
33
Assess options while considering business ethics
176
Business ethics
Evaluating options. For example: Is this the best course of action? Is it in line with our values?
34
Discuss the benefits of corporate social responsibility
180
Corporate social responsibility
Terms and expressions related to CSR Describing benefits
35
Discuss attitudes toward whistle blowing
185
Whistle-blowing
Stating circumstances: Review of unless, if and only if, (not) even if, under no circumstances, by no means
36
Describe the attributes of a leader
189
Leadership I
Personal qualities and traits of leaders
©2018 Berlitz Languages, Inc.
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xii
SPEAKING GOAL
PAGE
TOPICS
GRAMMAR
37
Describe leadership styles
195
Leadership II
Terms to describe styles of leadership: authoritarian, participative, delegative Giving advice
38
Offer and respond to congratulations
199
Congratulations
Offering and accepting congratulations Prepositions (review): for, in, of, on, through, up, with, within (extension)
39
Bid farewell to colleagues
205
Farewells
Tenses used to talk about the future (review) Expressing rumors
40
Review
213
Complete Audio Scripts
A-1
©2018 Berlitz Languages, Inc.
UNIT 1 In this lesson you will ...
Describe a company’s vision and mission
Vocabulary & Expressions
Grammar Item
vision mission compass interchangeable distinct to spell out
to be + infinitive. For example: Our mission is to provide patients the highest quality diagnostic testing. We are to discuss it at next week’s meeting.
succinct inspirational to attain practically folk tunnel
WARM-UP – Do you really think we need to come up with vision and mission statements? – I do. They are the maps that show us where we want to go and how we plan to get there. – But isn’t that why we have goals and action plans? – In part. But we should always keep in mind the big picture. That’s what the vision and mission statements will help us do. – So, more like a compass, then—keeping us pointed in the right direction.
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s vision and mission • Unit 1 | 1
LISTENING
1
Defining vision and mission A vision statement: • defines an organization’s • creates a
of what the organization wants to
• gives
and
to the organization’s
• is usually short and
and is written in an
• helps members of the organization feel proud,
manner , and
A mission statement: • defines an organization • spells out:
the organization does;
it does it for;
it does what it does
• focuses on the • gives members a better perspective on purpose
they are
the organization
its
READING Vision and mission statements 1. Our is a world in which every child attains the right to survival, protection, development, and participation. 2. Our
is to organize the world’s information and to make it universally accessible and useful.
3. Our is to provide a global online marketplace where practically anyone can trade practically anything, enabling economic opportunity around the world. 4. Our
is a computer on every desk and in every home.
5. Our
is to give ordinary folk the chance to buy the same things as rich people.
6. Our
is to be the #1 hospitality company in the world.
2 | Describe a company’s vision and mission • Unit 1
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GRAMMAR The organization’s mission is to promote world peace
DEFINITE PLANS Our vision is to be the world’s best service provider. My goal is to finish by the end of the month.
FUTURE EVENTS (NEWS REPORTING) Construction of the tunnel is to begin in April. The witness is to appear in court tomorrow.
FORMAL ORDERS OR INSTRUCTIONS Visitors are to sign in at the reception desk. You are not to make any decisions without me.
FORMAL OR OFFICIAL ARRANGEMENTS The president is to visit Sweden later this month. The delegates are to stay at the Continental.
CONDITIONS If we are to achieve our mission, we must innovate. If they are to turn things around, they must act soon.
– If you are to reach your goals, you may need to rethink your current strategy. – Any ideas? – Perhaps you should be thinking more long-term. – How’s the vision statement coming along? – This is what we have so far: “Our vision is to be the #1 company in the industry.” – Hmm. Not exactly original, is it?
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s vision and mission • Unit 1 | 3
PERFORMANCE Our mission is to … You work for a company that has always had a corporate vision and a mission statement, but for most employees those have just been signs hanging on the walls. To make them more personal, top management has decided that each department should create its own mission statement, in line with the corporate one. Today you are meeting with others in your department to discuss ideas and to come up with a rough draft of your statement. Before the meeting begins, think of some ideas of your own. • • •
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock
4 | Describe a company’s vision and mission • Unit 1
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 2 In this lesson you will ...
Describe a company’s culture
Vocabulary & Expressions
Language Focus
culture community-oriented foundation progressive lateral directive collaborative potential
Terms related to company culture Adjective endings: -ic / -ical (extension)
to realize diversity insight to indicate indicative to reflect on to foster cubicle
WARM-UP – What three words would you use to describe your company’s culture? – Creative, challenging, and community-oriented. Creative because employees are encouraged to come up with new ideas to improve our work or products; challenging because we work in an industry that is constantly changing; communityoriented because the company actively supports several local foundations and even gives us time off to do volunteer work.
My notes
©2018 Berlitz Languages, Inc.
Describe a company’s culture • Unit 2 | 5
VOCABULARY & EXPRESSIONS Indicators of culture
READING Signs of a strong, healthy culture 1.
Company leaders have a strong sense of direction and purpose.
2.
Employees are aligned with the company’s vision, mission, goals, and values.
3.
Employees are highly motivated and loyal.
4.
Employees are proud of the company and enthusiastic about their work.
5.
Employees have opportunities to realize their full potential within the company.
6.
Employees are respected and treated fairly.
7.
Diversity is accepted and appreciated.
8.
Communication with all employees regarding company matters is effective.
9.
The company invests in learning, training, and employee knowledge.
10.
Turnover is lower than average.
6 | Describe a company’s culture • Unit 2
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LISTENING
2
Assessing the culture What to notice: 1. 2. 3. 4. 5. 6.
My notes
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Describe a company’s culture • Unit 2 | 7
PERFORMANCE Company culture walk • The dress code says a lot about the a company wishes to project and the level used in communication. • The office plan provides an insight into styles, company , and attitudes toward position and . • What is on the walls gives a perspective on company . • The colors used in furnishings and décor can give a clue to the work —whether it is vibrant and fast-paced, or relaxed and calm. • Emotions are indicators of important. • Assess written communication for is being communicated to whom.
Observations
8 | Describe a company’s culture • Unit 2
values; they show what someone feels is
and
, and what type of information
Interpretation
©2018 Berlitz Languages, Inc.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, Berlitz, Getty Images, Age Fotostock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Describe a company’s culture • Unit 2 | 9
UNIT 3 In this lesson you will ...
Discuss ways to implement change
Vocabulary & Expressions
Language Focus
to overhear to catch to find out to transform transformation unknown element (of uncertainty) to run high open communication to speculate speculation agent of change role model to talk the talk to walk the walk to embrace
It makes me (feel) …
to lead by example momentum overnight to wear off to backslide (slip back UK) to keep the ball rolling to (re)invigorate workflow transition stubbornly cutting edge revolutionary sharp (= smart) patience to wear thin
WARM-UP – I overheard Trevor King and Julie Hastings discussing some kind of change they’re planning to implement. – Were you able to catch exactly what it was? – No, but it must be big. Apparently, the CEO himself is going to be coming in to make some kind of announcement. – Hmm. So maybe that’s what Trevor’s trip to headquarters was about. – Well, I guess we’ll find out soon enough.
10 | Discuss ways to implement change • Unit 3
©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS How does change make you feel?
– Did you hear that Alan’s leaving? – Yeah, I did. It made me quite sad. I really enjoy working with him.
– I heard the reorganization may cost some jobs. – I did, too. It makes me wonder whether I should be looking for a new place to work.
– Have you seen this?! It’s “Janice’s” proposal. – The figures for this quarter don’t look too good. – Let me see. Uh … wasn’t this your idea? – Are they starting to make you worry? – Yes, it was. This makes me so mad. – Not yet, but they will if things don’t improve. a. makes me (feel) + adjective (sad) d. makes me + verb (think) b. makes me feel like + gerund (singing) e. makes me want to + verb (cry) c. makes me wonder whether + clause (I need to f. makes me wonder + interrogative clause (how change) many others there are)
LISTENING
3
•
4
Managing change OPEN, HONEST COMMUNICATION
BE A ROLE MODEL
EXPECT RESISTANCE
MONITOR AND REPORT CHANGE
©2018 Berlitz Languages, Inc.
Discuss ways to implement change • Unit 3 | 11
VOCABULARY & EXPRESSIONS Reasons why we can’t change • We’ve never done that before. • Things are fine the way they are. • It may work elsewhere, but it won’t work here. • We don’t know whether it will work or not. • We don’t have time. • We’ve got time—we don’t need to change now. • It would cost too much. • • •
PERFORMANCE Why change?
Role A You’re a middle manager in a key department in a large company. You’ve been with the company more than 20 years. During your career, you’ve developed a reputation for hard work, good ideas, dedication, and honesty. You like your job, and you like the company. Two months ago, a new person was brought in to lead your group. The CEO, who has been with the company five years, announced that the new person was “going to take this department into the future.” “How’s he / she going to do it — I’ve been trying for years,” you thought. After a few weeks of talking to the staff, reviewing the department’s results, and studying how all the employees did their jobs, the manager announced that the department was going to update its processes, work flow, and methods. This bothered you. After all, you developed many of the current processes and methods yourself 15 years ago. At the time, your work was celebrated throughout the company—even the industry. The department is five weeks into the transition, and you’ve stubbornly continued doing things the way that you always have. “Why fix something if it isn’t broken?” you ask yourself every day. Your manager has asked to see you. Go into the manager’s office.
12 | Discuss ways to implement change • Unit 3
©2018 Berlitz Languages, Inc.
Role B You're the manager of a key department in a large company. You were recently assigned to this department to assist during a period of transition. Essentially, the problem was that the department's processes, work flow, and methods are no longer cutting-edge and revolutionary, although they were 15 years ago. You were given the task of updating these processes and methods and restoring the department's reputation for efficiency and results. You're now five weeks into the transition and you're not seeing the improvements you had expected. You realize that change takes time, but clearly, there is something more going on here. The problem seems to be with one of the long-time employees of the department, a middle manager who has the respect of everyone and who is a key member of the group. This employee is very sharp and clearly understands the new processes and methods; you've even spoken to him / her to make sure they were clear. And yet, he / she hasn't begun to make any changes in his / her work at all. Your patience with this member of the team is beginning to wear thin. You have asked the employee to come see you. You would like to find out why he / she is resisting the department's change effort.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Discuss ways to implement change • Unit 3 | 13
UNIT 4 In this lesson you will ...
Conduct a meeting
Vocabulary & Expressions
Language Focus
to discuss to solve controller PR (= public relations) to triple largely to work out to hold up (= delay) slump flextime (flexi-time UK)
References with of which, whose Verbs that collocate with meeting. For example: to adjourn a meeting. (extension)
statutory implication to enact informational meeting to address merit public speaking aim item to cover (= go over)
WARM-UP The purpose of a meeting is … to communicate issues
to motivate
to discuss problems
to plan courses of action
to gather opinions
to recognize successes
to generate ideas
to share information
to make decisions
to solve problems
My notes
14 | Conduct a meeting • Unit 4
©2018 Berlitz Languages, Inc.
READING Do we need to have a meeting? We need to have a meeting!
Action
Priority
1. The controller would like everyone’s budget plans for next year. 2. A newly launched product is not performing as well as expected. 3. What should be done with the extra funds in the PR budget? 4. Phone costs have tripled over the last year, due to personal use. 5. HR is trying to work out the employee-training schedule for next year. 6. The head office plans to implement a new flextime work schedule. 7. Due to a slump in the industry, morale at the company is low. 8. The new advertising and marketing campaign has boosted sales 10%. 9. IT wants to inform everyone about the new software they’ve installed. 10. Several people are behind in their work. This is holding up a project.
LANGUAGE FOCUS Combining ideas: Using of which vs. whose to refer to things
FR
Admin
TO
All Staff
SUBJECT
Friday meeting
As you probably know, the government has recently enacted several changes to the statutory leave policy, the impact of which will affect everyone. There will be an informational meeting on Friday at four o’clock to discuss the possible implications and address your questions. All employees are invited to attend.
©2018 Berlitz Languages, Inc.
Conduct a meeting • Unit 4 | 15
The Board has made a decision. Its impact will be felt soon. FORMAL / WRITTEN: The Board has made a decision, the impact of which will be felt soon.
Tip!
INFORMAL / SPOKEN: The Board has made a decision whose impact will be felt soon.
AVOIDING / REWORDING: The impact of the decision made by the Board will be felt soon.
Controller = Financial Controller, Financial Control Officer, Comptroller.
Your turn 1. We discussed the proposals. We had evaluated their merits. → 2. The company has announced a reorganization plan. Its purpose is still not clear. → 3. We have just begun an advertising campaign. Its results look promising. → 4. They attended a training session. Its goal was to improve public speaking skills. →
My notes
16 | Conduct a meeting • Unit 4
©2018 Berlitz Languages, Inc.
LISTENING
5
Conducting a meeting WELCOMING Thank you all for coming (today). I’m very happy to see you all here today.
SETTING THE AGENDA Have you all seen the agenda? As you can see from the agenda, we’ll be going over …
STATING PURPOSE / OBJECTIVES / AIMS I’ve called this meeting to … The purpose of today’s meeting is …
FIRST ITEM So, the first item on the agenda is … …, would you like to start us off?
STARTING Let’s begin, shall we? It’s time to get down to business.
TRANSITIONING Moving right along … Let’s move on to the next item on the agenda.
PERFORMANCE Arrange a meeting Think about a recent meeting, and jot down what the agenda’s main items were.
You have been asked to conduct the same meeting with some other members of your staff. How would you start the meeting? How would you transition from one point to the next?
©2018 Berlitz Languages, Inc.
Conduct a meeting • Unit 4 | 17
CONSOLIDATE & APPLY Verbs that collocate with meeting 1. Did you see? Nancy has
another meeting for this Friday.
2. Due to the weather, the meeting has been 3. How many people are planning to 4. Meetings should be
the meeting, do you know? at least several days in advance, if possible.
5. The annual meeting will be 6. Who will be
hold
in Tahiti? How exciting!
the meeting, you or Samantha?
7. It’s almost 1:00. Let’s
postpone
until further notice.
adjourn
the meeting until after lunch.
call
conduct
attend
announce
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
18 | Conduct a meeting • Unit 4
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 5 In this lesson you will ...
Involve participants in a meeting or discussion
Vocabulary & Expressions
Language Focus
to contribute off track flow proper to hand (someone) the floor to hand the floor over to (someone) receptive to have (your) say hesitant
Uses of to make. For example: to make sense, to make up (your) mind, to make a fool of yourself, to make a decision, to make a suggestion. Phrases for encouraging discussion Asking open questions to elicit comments
foolish peer nonthreatening to monopolize (monopolise UK) to jot down remarks to give (someone) the floor embarrassing cross-cultural (training)
WARM-UP The roles of a meeting leader or facilitator : • to create a positive atmosphere • to encourage participants to contribute their ideas and opinions • to keep the discussion on track • to maintain the flow of the meeting • to prepare the agenda • to start and wrap up the meeting on time What other roles do you think a meeting leader has?
©2018 Berlitz Languages, Inc.
Involve participants in a meeting or discussion • Unit 5 | 19
LISTENING
6
•
7
Facilitating discussions PART 1 1.What is the most important thing facilitators should do to encourage discussion? 2. What are some reasons people do not contribute to discussions? PART 2 3. What are some techniques for bringing people into a discussion?
Word Power Uses of to make I’d like to make a suggestion, if I can? She still hasn’t made up her mind about what to do. It’s the facilitator’s job to make people feel comfortable. I’m upset because you made me look foolish in front of everyone. Each department will have to make a recommendation at the meeting. That didn’t quite make sense to me. Could you go over it again? I think we’re ready to make a decision. All those in favor? Against?
My notes
20 | Involve participants in a meeting or discussion • Unit 5
©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS What do you think about that? COMMENTING AND GIVING OTHERS THE FLOOR
BRINGING PEOPLE IN • So, who would like to start us off? Sam? • Suzanne, would you like to add anything? • Ellen, I believe you had some thoughts on this subject. • Let’s hear from some people who haven’t had a chance to speak yet. David? • We haven’t heard from you yet, Charles.
• That’s a great idea. Can someone else build on that? • That’s a good point. How do you feel about that? • Interesting suggestion. Would anyone like to comment on that? • Definitely. Does anyone have anything they would like to add?
Your turn 1. Ask someone to start a discussion on a topic. 2. Bring in one of your quieter colleagues. 3. Take the floor from a colleague who’s been speaking for a while and give it to someone else. 4. Comment on a suggestion and ask others for opinions. 5. Comment on an idea and ask others to take the idea further.
Tip!
©2018 Berlitz Languages, Inc.
At a meeting, you might … take the floor = start speaking have the floor = have a turn to speak give … the floor = allow … to speak
Involve participants in a meeting or discussion • Unit 5 | 21
PERFORMANCE Meeting simulation Your company is considering a partnership with a company in the small, relatively unknown country of Distopia. You and your colleagues will be meeting with representatives of the Distopian company next month. You are meeting today to come up with a plan of what to do to prepare for the visit of the Distopians. Here is the agenda for the meeting: • Discuss what kind of information is needed about Distopia • Discuss the best ways to get the information Use the additional notes you receive to consider what your contributions during this meeting will be.
Role A: “Meeting Leader / Facilitator” The objective of the meeting is to discuss: • the best way to get general information about Distopia and Distopians • what specific information about the Distopian company and its representatives is needed Your role is to encourage all attendees to contribute their opinions and suggestions and to facilitate the smooth flow of the meeting.
Role B: “Discussion Monopolizer” You think everyone who will be involved in the negotiations with the Distopians should take part in some kind of cross-cultural training. This will give you the information you need about Distopia and about dealing with the Distopian company. It will also help you to avoid making embarrassing cultural mistakes. You strongly feel that without this training, the negotiations will fail. If you are able to take the floor, try to keep it!
22 | Involve participants in a meeting or discussion • Unit 5
©2018 Berlitz Languages, Inc.
Role C: “Shy One” You feel it's enough to get information about Distopia and the Distopian company from the Distopian consulate and / or the Internet. You think that any suggestion of cross-cultural training is ridiculous—a complete waste of time and money. You suspect some of the others at the meeting will disagree with you, putting you in a situation you don't like. If that's the case, you'd rather just keep quiet and share your ideas with the facilitator after the meeting.
Role D: “Confused One” You've been away the last month because of vacation and various trainings. You haven't had time since you got back to catch up on all your email, and now you have almost no idea what the current situation is with the Distopian negotiations. Although you feel a little confused, you don't want to say anything during the meeting that might make you look foolish.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Involve participants in a meeting or discussion • Unit 5 | 23
UNIT 6 In this lesson you will ...
Handle meeting disruptions
Vocabulary & Expressions
Language Focus
disruption to fill (someone) in on (something) to digress
Polite demands or requests Pronunciation: Using intonation to change tone
digression to hang on horrendous
WARM-UP – Sorry I’m late. Traffic. … – That’s all right, Mary. Glad you could join us. We were just going over the results from the customer surveys. Now, as I was saying, … How would you handle someone who arrives late for a meeting?
LISTENING
8
•
9
•
10
•
11
Handling disruptions
Ashley
24 | Handle meeting disruptions • Unit 6
Rick
Carl and Jill
Ben
©2018 Berlitz Languages, Inc.
How was the disruption handled? Ashley: Rick: Carl and Jill: Ben:
LANGUAGE FOCUS Pronunciation: Politely does it! Intonation can change the meaning of a sentence.
1. 2.
How would you say these sentences if you were angry or upset? How would you say them if you wanted to give a positive impression?
a. b. c. d. e.
Well, come see me when you get back. Perhaps we could postpone that conversation until the break? Did you want to add anything? If you could allow me to finish, … Perhaps we can talk about that after the meeting.
Useful Expressions Digressing This might be a good time to mention … It’s not on the agenda, but perhaps we should discuss … By the way, … Returning to the topic So, as I was saying, … Getting back on track, … Perhaps we should discuss that at our next meeting. This is not the right time for that discussion.
©2018 Berlitz Languages, Inc.
Preventing interruptions If I could just finish what I was saying, … If you could let Sally finish what she wanted to say … Just a moment, … Hang on, … Postponing a topic I suggest we leave this for the time being. We can come back to this another time. Perhaps we should discuss that at our next meeting. This is not the right time for that discussion.
Handle meeting disruptions • Unit 6 | 25
PERFORMANCE A difficult meeting You are a department head at your company. You have just wrapped up a horrendous meeting. Several people were late. One left early. A couple of people were holding separate conversations while others were trying to talk. And you are sure that at least one person was busy using his smartphone throughout the meeting. You (and several meeting participants) found this very frustrating. Unfortunately, there has been an increase in this type of behavior recently. One of your company’s core values is respect for customers and fellow employees alike. You feel that if this behavior continues, it will undermine that respect. You know that other department heads have experienced the same thing and feel the same way. You have asked for an informal meeting to discuss the situation.
My notes
26 | Handle meeting disruptions • Unit 6
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CONSOLIDATE & APPLY Memo Draft a memo to all staff.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto, Araya Diaz, Araya Diaz, Araya Diaz, Araya Diaz
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Handle meeting disruptions • Unit 6 | 27
UNIT 7 In this lesson you will ...
Wrap up a meeting
Vocabulary & Expressions
Language Focus
next steps any other business contributor get-together to look into to put forward say (adv.) to call it a day to assign
Expressions used when wrapping up a meeting or discussion Nouns from phrasal verbs. For example: wrapup, handout, sellout, crackdown, holdover, intake, letdown.
consensus to get (restless) (extension activity) furthermore (extension activity) to run over (= go late) (extension activity)
WARM-UP – That wraps up our agenda for today. Was there any other business we needed to discuss? If not, then, are we all clear on our next steps? – Just one question—when did you want us to get back to you? – I’ll be meeting with the budgeting committee on the 15th, so if you could send your results to me by the 10th, that would be great. Anything else?
My notes
28 | Wrap up a meeting • Unit 7
©2018 Berlitz Languages, Inc.
LISTENING
12
What did they cover? Purpose of the meeting:
Plan annual get-together
Key decisions made:
Completing the agenda: Assigning / Confirming next steps: Checking for consensus: Summarizing: Thanking and adjourning:
Next steps:
Person responsible:
Due date:
• • • • • • • •
My notes
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Wrap up a meeting • Unit 7 | 29
Word Power Nouns from phrasal verbs SINGLE-WORD: Voters turned out in large numbers. → The turnout was better than expected. HYPHENATED: When will they get together? → They’ve arranged a get-together for next weekend. 1. Do you think we can get them to buy into our plans? Their
is critical.
2. It took a long time to clean up the oil spill. Do you know how much the cost? 3. I’d like you to break the budget down by department. When should I expect your ? 4. I will follow up with you later.
is important.
5. We took over J&B Automotive Group last year. We had ten attorneys working on the . crackdown letdown
handout
holdover sellout
intake wrap-up
PERFORMANCE Next steps? Objective: Decide what organization to sponsor Main points covered: • Evaluated 3 options: ballet, football team, music festival • Decided on music festival due to appeal to youth market, younger image Next steps: • Contact festival organizers and arrange meeting for further negotiations • Assess methods of sponsoring: create a shortlist of those that promote the company best
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Objective: Decide new sales strategies Main points covered: • Increase the advertising budget • Hire more sales people Next steps: • Check with finance department on available budget for advertising • Have HR post ads online for new reps
Culture Corner Will we finish on time? In many cultures, people expect meetings to have stated start and end times. If meetings run long, people may stop paying attention or get restless. Furthermore, people may have scheduled back-to-back meetings, so if one meeting runs over, they will be late for their next one—or they may leave early so they can get to their next appointment on time. As a facilitator, you won’t be able to accomplish anything during the confusion of people standing up, gathering their belongings, and walking out of the room. Therefore, it is best to end your meeting on time or even five minutes early.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Wrap up a meeting • Unit 7 | 31
UNIT 8 In this lesson you will ...
Describe your core business
Vocabulary & Expressions
Language Focus
core (= main) to carry out instant powdered mix infant formula conglomerate some (adv.) to stray venture
Adding emphasis using It + to be + relative pronoun. For example: It was Barry who suggested … Verb suffixes: -ize (-ise UK), -ify
to boycott allegation conflict of interest to spark interest in to stick (close) to to collapse to be driven by something to sell off adjacent non-core
WARM-UP A company’s core business is … the activity that a company was originally set up to carry out its main or essential activities and processes the reason the company is in business the areas in which a company excels over the competition the activities that are the main source of profits and success
My notes
32 | Describe your core business • Unit 8
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LISTENING
13
•
14
What’s their core business? Company name
Mansions Foods
Industry
Food and beverage
The company’s original business The company’s core business Examples of expansion inside / closely related to / adjacent to the core Examples of expansion far from the core
LANGUAGE FOCUS It was the CEO who suggested the change
90% of our company’s profits are generated by our top five sellers. → It is our top five sellers that generate 90% of our company’s profits. Management decided to focus on core products during the recession. → It was during the recession that management decided to focus on core products. The sales team motivates the customer service team to exceed customer expectations. → It is the sales team who motivates the customer service team to exceed customer expectations. Steve proposed entering the music business. → It was Steve who proposed entering the music business.
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Describe your core business • Unit 8 | 33
1. We were forced to change direction after the stock market collapse.
2. Economic growth is being driven by increased investment.
3. Non-core assets should be sold off first.
4. The changes in packaging were suggested by the warehouse staff.
VOCABULARY & EXPRESSIONS Defining your core What are your top sellers? What earns above-average profits? What are your main activities? What are your essential activities? Why do most of your customers come to you? Who are your most loyal customers? Why are you in business? In what areas do you beat the competition?
PERFORMANCE Strengthening the core Your company’s CEO encourages employees to contribute their ideas on all aspects of the business. Recently, he has asked for contributions about how the company can strengthen its core business. In his weekly intranet post, he posed the following questions: • How can we create greater demand for our core products? • What can we do to maximize customer retention? • How might we win customers away from the competition? • What adjacent markets might we consider expanding into?
34 | Describe your core business • Unit 8
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Word Power Verb suffixes: -ize (-ise UK) / -ify Many verbs can be formed by adding -ize (-ise UK) or -ify to an adjective or noun. For example: public → publicize (publicise UK)
beauty → beautify
critic → criticize (criticise UK)
class → classify
equal → equalize (equalise UK)
identity → identify
1. Are the plans final? 2. Is the process simple? 3. What makes your firm special? 4. Are you familiar with our procedures? 5. Did you want to speak to a specific person? 6. Did he give you a summary of our discussion?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto, Berlitz
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Describe your core business • Unit 8 | 35
UNIT 9 In this lesson you will ...
Describe growth strategies Vocabulary & Expressions
Grammar Item
organic growth a.k.a. (also known as) alliance joint venture merger add-on worthwhile to join forces
Gerunds as subjects. For example: Licensing would give us access to a bigger market.
to explore license (licence UK) agreement to trade at ($36 a share) overvalued diversification vulnerable credit check
WARM-UP How could these sayings be applied to company growth? Do you agree with them?
If you’re not growing, you’re dying.
Bigger is better.
My notes
36 | Describe growth strategies • Unit 9
©2018 Berlitz Languages, Inc.
READING How do companies grow?
1.
Create add-ons / accessories for an existing product.
4.
Form a joint venture to complete a project.
2.
Increase and / or improving marketing efforts.
5.
Open offices or stores in a new location.
3.
Purchase another company.
6.
Upgrade to state-of-the-art equipment.
LISTENING
15
Considering strategies 1. Peter feels AP's
is too narrow.
2. He has already talked to LTE about a
.
3. LTE might be just the right company to
AP’s new product.
4. On the one hand, an acquisition would give AP more 5. On the other hand, it would make AP financially
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. .
Describe growth strategies • Unit 9 | 37
GRAMMAR Licensing would give us access to a bigger market
You can gain market share if you offer a superior product. Offering a superior product is one way to gain market share. We need to have a broader distribution network. That would allow us to exploit our products’ potential. Having a broader distribution network would allow us to exploit our products’ potential.
It would be a mistake not to accept their offer. Not accepting their offer would be a mistake.
– Any ideas on what we can do to increase sales? – Well, targeting a new market segment is one option. – Expanding into new geographical areas is another.
1. We need to invest in R&D. It will make us more competitive. → 2. If we promoted our products through social media, it would make us more visible. → 3. It would be a huge mistake not to inform employees of the planned merger. → 4. We should diversify our product range. That would allow us to attract new customers. →
My notes
38 | Describe growth strategies • Unit 9
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PERFORMANCE I'd like your input You work for the local division of Big Blue Sky, a producer of sports attire for adults and children. Sales of the company’s children’s line, known as Skater, have been low for the past year. The worldwide manager of the Kids & Teens group has proposed the following growth strategies for the Skater line: - redesign of Skater logo and concept: “Sk8rBoiz” and Sk8rGirrlz” - introduce the “Sk8rs” line in large retail outlets (superstores and megastores) - expand e-commerce and social media presence - sign co-marketing agreement with a major sports drink manufacturer - explore product placement possibilities: movies / TV / music videos You and colleagues from other divisions will be meeting with the worldwide manager to discuss the initiatives. Before your conference call begins, review the proposed strategies and decide: - whether there is anything you think should be added to or removed from the list - which of the growth strategies would help improve sales the most
My notes
©2018 Berlitz Languages, Inc.
Describe growth strategies • Unit 9 | 39
CONSOLIDATE & APPLY Word partnerships the full potential someone access an acquisition forces
1. 2. 3. 4.
run
exploit
explore
have
consider
a proven record a credit check the possibility a proposal
5. 6. 7. 8.
give
make
join
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Thomas Stefflbauer, Thomas Stefflbauer, Berlitz
40 | Describe growth strategies • Unit 9
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 10
Review OBJECTIVES LADDER
Now you can … Describe growth strategies Describe your core business Wrap up a meeting Handle meeting disruptions Involve participants in a meeting or discussion Conduct a meeting Discuss ways to implement change Describe a company’s culture Describe a company’s vision and mission
©2018 Berlitz Languages, Inc.
Review • Unit 10 | 41
PRACTICE
GOAL 01 to 1. My goal is
a. to finish the report by Wednesday.
2. The phones are
b. to be told what our secret ingredient is.
3. The Congress is
c. to vote on the reform bill later this week.
4. If we are d. to increase our profit margin, we need to cut costs. 5. Visitors are not e. to be covered at all times.
GOAL 02 What was the company like? 1. We consider
to be an essential aspect of our staff.
2. According to experts, open-plan offices encourage 3. Our company is quite
.
; we sponsor several local charities.
4. The structure is extremely bottom and the top.
; there are at least 5 levels of management between the
5. We didn’t have any say in the decision-making. It was all
top-down
42 | Review • Unit 10
collaboration
diversity
hierarchical
.
community-oriented
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GOAL 03 How did it make you feel? proud. 1. Our daughter’s winning the science competition a. made us feel b. made us feel like c. made us to feel 2. The whole experience was so frustrating it made me feel a. like cry b. like crying c. to cry 3. The news made me want a. jump b. jumping
for joy. c. to jump
4. The situation there is starting to make us a. worry b. worrying c. to worry
.
5. The crime rate has gotten so bad, it makes me wonder a. I don’t feel safe anymore b. when we are moving
.
. c. whether we should stay
GOAL 04 of which or whose? 1. AP is a company. Its products are sold worldwide. (whose) →
.
2. They have come up with a plan. The plan’s details will be announced soon. (of which) →
.
3. The RSPCA is an organization. Its workers protect animals. (whose) →
.
4. I was at a meeting. Its purpose was to discuss new project proposals. (of which) →
.
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Review • Unit 10 | 43
GOAL 05 Uses of to make 1. Has James made
yet about who the new team leader will be?
2. Everything looks so delicious I just can’t make 3. This still doesn’t make
to me. Could you go over it one more time?
4. A good manager never makes people 5. Go ahead and make
up my mind
a decision
GOAL 06
!
in front of others.
. I’ll be right back with your coffee.
look foolish
yourself comfortable
sense
16
What did the facilitator say? 1. Perhaps
after the meeting.
2.
to find out what you missed?
3.
to share something?
4. Maybe you 5. That’s an excellent idea!
some other time. to that?
My notes
44 | Review • Unit 10
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GOAL 07 This meeting is finished a. So, are we all agreed? Are there any more questions before we finish for today? b. That pretty much covers what I wanted to go over today. c. Before we go over the next steps, let me briefly summarize what we’ve discussed. d. All right then, if there’s nothing else …? Thank you all for coming. e. So, next steps. Jack’s agreed to look into transportation, Anita will check out prices for the supplies and equipment we need, and Gina, you will finalize the list of attendees.
GOAL 08 Emphasize it 1. Did Barry suggest talking to me? → Was it 2. Carrie came up with the idea originally. → It was 3. Our market share dropped when the discount chain opened. → It was 4. Seventy percent of our products are bought by repeat customers. → It is 5. The bank’s problems have been caused by poor lending decisions. → It is
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Review • Unit 10 | 45
GOAL 09 What’s important? 1. We need to follow up on contacts. That would help us get new customers. →
.
2. It would be short-sighted not to have a Plan B. →
.
3. It would make us more visible if we advertised on TV. →
.
4. We don’t have a vision statement. That means employees don’t know where we want to go. →
.
YOUR TURN!
GOAL 01 Vision statement You are a member of the city council. In order to help direct city decisions made in the future, you have decided to come up with a vision statement. Think of two or three visions you have for the city.
Get together with the other city council members. Compare and discuss the visions you have come up with. Choose the ones you feel are the best and try to combine them in one vision statement.
My notes
46 | Review • Unit 10
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GOAL 02 Company culture The leadership of your company are asking for suggestions on how to strengthen the company’s culture. They are particularly interested making improvements in the following areas: Employees are aligned with the company’s vision, mission, goals, and values. Employees are proud of and loyal to their company. Employees have opportunities to realize their potential. Diversity is accepted and appreciated; all employees are respected and treated fairly. There is an effective flow of information throughout the company. The company invests in its employees’ professional development. Choose one of the items from the list and think of some steps that could be taken to strengthen that aspect of the company’s culture. Be ready to present your ideas to the company’s leaders.
GOAL 03
Role A You are a journalist who works for a business magazine. This month you are writing an article about change management. You have an appointment later today to speak to a company leader about a change that took place within his / her organization. You are especially interested in employees’ initial reactions to the change and how objections were overcome. Before you go to your appointment, note down four or five questions you would like to ask.
When you are ready, go to your meeting.
©2018 Berlitz Languages, Inc.
Review • Unit 10 | 47
Role B You are a leader in your company. Later today, you have an appointment with a journalist who works for a business magazine. The journalist is writing an article about change management and would like to ask you about a change that took place within your organization. The journalist is especially interested in employees’ initial reactions to the change and how objections were overcome. Before the journalist arrives, note down some information regarding the change. What the change was: How the change was communicated: Initial reactions to the change: Objections raised: How change was implemented: Other:
GOAL 04 Time for a meeting
SUBJECT
Performance of the new XP340 Printer
Agenda • Overview of the current situation (5') • Discussion about the challenges faced by the new XP340 Printer (15') • Analysis of competitors strategies and performances (15') • Brainstorm of possible solutions to improve sales (15') • Draft action items (10')
48 | Review • Unit 10
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GOAL 05
Role A With your partner(s), think of a topic you would like to discuss. During your discussion, try to use as many of the sentences below as you can. Would you like to start us off? That’s an interesting point. How do you feel about that?
Does anyone else have something they’d like to add?
Role B With your partner(s), think of a topic you would like to discuss. During your discussion, try to use as many of the sentences below as you can. We haven’t heard from you yet. What do Would anyone like to comment on that? you think? That’s a great idea. Would you like to add anything?
Role C With your partner(s), think of a topic you would like to discuss. During your discussion, try to use as many of the sentences below as you can. Can someone else build on that? That’s a good suggestion. Let’s hear from someone who hasn’t had a chance to speak yet.
I believe you had some thoughts on this?
My notes
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Review • Unit 10 | 49
GOAL 06
Role A With your partner, practice handling disruptions. Use the information given to act out each situation as either the meeting facilitator or a participant. Facilitator 1. (your partner) 2. One of the participants is packing up to leave. 3. (your partner) 4. A participant is fiddling with his / her phone. 5. (your partner)
Participant 1. You have just arrived late. 2. (your partner) 3. You are talking to another participant about lunch. 4. (your partner)
5. You interrupt someone to make a comment. 6. A participant is talking about an irrelevant 6. (your partner) topic.
Role B With your partner, practice handling disruptions. Use the information given to act out each situation as either the meeting facilitator or a participant. Facilitator 1. A participant has just arrived late. 2. (your partner) 3. Two participants are talking to each other. 4. (your partner) 5. A participant interrupted someone else. 6. (your partner)
50 | Review • Unit 10
Participant 1. (your partner) 2. You have to leave (another appointment). 3. (your partner) 4. You are responding to messages on your phone. 5. (your partner) 6. Bring up something that is irrelevant to the meeting.
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GOAL 07 About that meeting Think about the last meeting you attended. Now imagine that several colleagues were either unable to make the meeting or had to leave early. The meeting facilitator has asked you to write a memo to your colleagues in which you: – summarize what was covered during the meeting – summarize any decisions that were made – outline the next steps (if any) that were agreed on Prepare a draft of the memo you will send.
GOAL 08 Our core business You have been asked to speak at a local business college about your company’s core business. During your presentation you want to point out • what your top selling / highest revenue-generating products are • what your company’s main / essential activities are • the reasons customers come especially to you With a friend or colleague, practice presenting this information.
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Review • Unit 10 | 51
GOAL 09 Should you sell? You are one of the owners of a small software development company. One of your products has proven to be extremely popular in your domestic market, and you think it has huge potential worldwide. You have recently been approached by a large multinational software company that is interested in buying the rights to your product. If you sell, you lose all rights to any future revenues generated by your product. On the other hand, this could be a great opportunity to establish a relationship with the multinational which could be useful in the future. You will be meeting with the other owner(s) to discuss your options and decide what to do. Before the meeting, consider your position and your arguments.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
52 | Review • Unit 10
©2018 Berlitz Languages, Inc.
UNIT 11 In this lesson you will ...
Draft a proposal letter Vocabulary & Expressions
Language Focus
obstacle to overcome scrap significantly toner alone double-sided default (setting)
Expressions used in proposals: considering, owing to, moreover, furthermore Only if vs. even if
considerable sum postage to record to audit measure to go a long way toward + -ing to strengthen
WARM-UP – These are some really excellent ideas, Gina. Do you think you could put them together in a proposal for me? I’d like to share them with Michael. – Sure! Is there any other information you’d like me to add? – You’ve outlined the benefits beautifully. Do you see any obstacles? – Nothing that we can’t overcome. – Good, but include that in your proposal, too.
My notes
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Draft a proposal letter • Unit 11 | 53
READING A proposal for cutting print waste and costs
Last year, we introduced an initiative to recycle paper, including the reuse of scrap from print documents. As a result, we have substantially reduced the amount of paper we discard. However, we have not significantly reduced costs. The company currently spends approximately $21,000 on paper and $48,000 on toner alone. To cut costs, we need to decrease both the amount of paper used during printing and the amount of printing we do. One solution to this would be to set printers to double-sided printing by default. At present, we use almost 2.5 million pieces of paper per year. Assuming just 25% of our print jobs could be two-sided, this would create a savings of over 600,000 pieces of paper and over $5,000 in paper costs. In addition, printing on both sides would save the company considerable sums not only on paper, but also on staples, paper clips, and postage. We could realize even bigger savings, however, by decreasing toner costs. This can only be done by changing employees’ printing habits. One way of doing this would be to record and audit printing costs by installing print management software. Ideally, the software should display a printing balance on each user’s screen. In this way, the staff would become more aware of the actual cost of their usage and would be more likely to change their habits. Moreover, by auditing actual use, we could then reward employees who decrease their usage. Even if this were only to reduce toner use by 10%, we would still realize a savings of almost $5,000. Bearing in mind the company’s commitment to reducing its environmental impact, I feel that these measures, combined with an awareness program to encourage good practices such as proofing before printing and printing to file, would go a long way toward reducing waste and costs, and supporting the company’s green initiatives.
My notes
54 | Draft a proposal letter • Unit 11
©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS How should I phrase this?
THE SITUATION NOW
THE PROPOSAL
CAUSE AND EFFECT
Right now, …
An alternative would be …
As a result, …
At present / At the moment, …
One way of doing this …
Because of …
Currently / Presently,
One / The solution to this …
Owing to …
Considering that …
So, …
Bearing in mind
By (doing this)
FOR EXAMPLE
AND
BUT
Such as …
Also, …
However, …
For instance, …
In addition, …
Although …
A case in point …
Furthermore, …
Despite / In spite of …
One example of this …
Moreover, …
On the other hand, …
In this way...
Not only ..., but also ...
PERFORMANCE What I propose is… Think about a proposal that would strengthen your department or your company in some way. Following are some areas you might consider: productivity communication cost savings sales work processes working environment efficiency customer satisfaction
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Draft a proposal letter • Unit 11 | 55
Word Power Only if vs. even if We will meet with them only if we’re ready. We won’t meet with them if we’re not ready. We will meet with them even if we’re not ready. We will meet with them whether we’re ready or not. 1. Fred won’t get here on time he leaves now. 2. We should talk to them we are serious about their proposal. 3. They won’t be able to beat us they cut their prices. 4. Nancy will come you agree to her terms.
My notes
56 | Draft a proposal letter • Unit 11
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CONSOLIDATE & APPLY Draft proposal What's your proposal?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Draft a proposal letter • Unit 11 | 57
UNIT 12 In this lesson you will ...
Suggest ways to promote innovation in the workplace
Vocabulary & Expressions
Grammar Item
novel genius ingenious to crunch the numbers rank and file loads of
Placement of frequency adverbs
“If it ain’t broke, don’t fix it.” entrepreneur academic to spread the word to devote … of one’s own choosing
WARM-UP
Is innovation important to business? Does your company encourage employees to be innovative?
My notes
58 | Suggest ways to promote innovation in the workplace • Unit 12
©2018 Berlitz Languages, Inc.
VOCABULARY & EXPRESSIONS
What limits innovation? (1) Every time I put forward a suggestion or proposal, all I ever hear back is either “it won’t work” or “it’s not realistic.” I don’t think I’ll bother any more.
(2) Coming up with ideas is easy. But then having to do the background research, crunch the numbers, and write everything up in a proposal? It’s just too much time. I’ve got more important things to do.
(4) What would happen if a proposal of mine were implemented and then later failed? Would I get the blame? Would I lose my job?
(3) Our products have always had an excellent reputation. We are doing well. Why should we change anything? All it would do is upset our customers. “If it ain’t broke, don’t fix it”—that’s what I say.
(5) I have loads of ideas, but who would I submit them to? It seems to me that management isn’t even interested in what the rank and file think.
CRITICISM FEAR
RESISTANCE TO CHANGE TIME PRESSURE
ORGANIZATIONAL STRUCTURE
LISTENING
17
•
18
•
19
What do they do at your company?
Matt
©2018 Berlitz Languages, Inc.
Fiona
Zack
Suggest ways to promote innovation in the workplace • Unit 12 | 59
1. 2. 3. 4.
A special group within the company that focuses on innovation Collaboration among colleagues working in different areas Collaboration between people inside and outside the company Time to work on own projects
GRAMMAR
Matt Matt Matt Matt
Fiona Fiona Fiona Fiona
Zack Zack Zack Zack
Placement of frequency adverbs
Frequency adverbs come after the present and past forms of to be and the (first) auxiliary verb (can, have, etc.): We are always interested in new ideas. They were never asked for their opinion. Mary can usually find a solution. We have occasionally had complaints. My son would generally have had breakfast before leaving for school. They come before the present and past tense of all other verbs: Frank frequently participated in our meetings. I rarely submitted proposals. In questions, the frequency adverb comes after the subject: Is Bill generally so quiet? Have you ever seen him angry? Must bills always be paid on time?
60 | Suggest ways to promote innovation in the workplace • Unit 12
©2018 Berlitz Languages, Inc.
PERFORMANCE Innovation first You are one of two vice presidents at a newly launched venture in the interactive entertainment industry. It is common knowledge that this industry is moving so rapidly that it’s impossible to predict where companies competing in this market will be in two years. In such a climate, innovation is key. The company that innovates most often and with the greatest success will capture the public’s attention and have a definite advantage in years to come. Where will this innovation come from?
Role A You believe that in small organizations such as yours, every single employee should be enlisted in the process of innovation. One never knows where the next great idea may come from, so you would like to organize a series of meetings in which you announce a challenge to all 35 employees to spend just 20 minutes every day imagining the future of your business. After all, your employees are the same kind of people who buy your company's products and services. Who better than they to imagine the next generation of offerings? In a few moments, you will be meeting with the other VP to build support for this idea. You know the idea is very sound. It's your job to convince your colleague of this.
Role B You are concerned that your company does not have a sufficient number of "idea people" capable of imagining the future of such a rapidly changing business. You would like to hire two or three technical innovators in this field and create a small "idea factory" within the company, whose sole responsibility would be to generate cutting-edge product and service ideas. In a few moments, you will be meeting with the other VP to build support for your idea. You know the idea is very sound. It's your job to convince your colleague of this.
©2018 Berlitz Languages, Inc.
Suggest ways to promote innovation in the workplace • Unit 12 | 61
Word Power Word families 1. Max received an
award for the work he’s done in medical research.
2. It may not be the most practical idea, but it gets high marks for 3. Our researchers have
!
a new monitoring device.
4. Jen’s the most person I know. Just look at what she can do with a few sticks and some string! 5. The new design looks terrific! Who 6. This is an
it?
model. We haven’t worked out all the bugs yet.
create
creativity
creative
innovate
innovation
innovative
experiment
experiment
experimental
invent
invention
inventive
imagine
imagination
imaginative
originate
originality
original
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, iStockphoto, iStockphoto, iStockphoto, Berlitz
62 | Suggest ways to promote innovation in the workplace • Unit 12
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 13 In this lesson you will ...
Discuss innovation strategy
Vocabulary & Expressions
Language Focus
cautious to commit oneself (to) to probe to smooth (the way) to question (= challenge) to outsource to integrate competency power (= authority) visionary explorer experimenter modifier
Questioning the status quo
investor status quo pet to treat (an illness) mobile (clinic) hay (extension activity) to strike (= hit) (extension activity) to snooze (extension activity) in haste (extension activity) to repent (extension activity)
WARM-UP – I think we need to talk about our innovation plans. – Why? We just did a major revamp of our products a few years ago. – I realize that, but the market’s changing so fast nowadays, we need to come up with something new. If we don’t innovate, we’re going to fall behind. Innovation can’t be something that happens every five years or so. We need an ongoing innovation strategy. – What did you have in mind?
©2018 Berlitz Languages, Inc.
Discuss innovation strategy • Unit 13 | 63
READING How would you describe your innovation style?
MODIFIER
VISIONARY
INVESTOR
EXPLORER
EXPERIMENTER
My notes
64 | Discuss innovation strategy • Unit 13
©2018 Berlitz Languages, Inc.
1.
2.
3.
We’re cautious Our business Rather than in our approach changes very undertaking to innovation. If rapidly—and this new projects we have creates many ourselves, we questions, we new challenges invest in startwant them and up companies. answered; if opportunities. This way, the there are Our early phases of obstacles, we management the innovation want them encourages us to process—and overcome— be the risk—are before we “intrapreneurs” outsourced. If commit and invites us to the companies ourselves 100% question are successful, to a new everything the we buy them venture. To do company does. out and this, we create By continuously integrate them a series of fairly and repeatedly into our low-cost probes asking “What if existing or experiments we did this?” or business. that smooth the “Why don’t we way for a big do that innovation. instead?”, we are able to create new business models quickly.
4.
5.
We are In our business passionate about there is limited our products and room for our customers. growth, so Our innovation when it comes focuses on our to innovation, existing business we look at the because that’s excellent assets where we and believe we have competencies the most we’ve already opportunities for got and try to growth. Teams build on them. are given the We have special power to task forces that experiment and look for adapt products opportunities to make life for us to expand better for our our expertise customers. In into related this way, we fields outside have been able our existing to dramatically business. change our business over and over again.
My notes
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Discuss innovation strategy • Unit 13 | 65
LANGUAGE FOCUS Questioning the status quo Status quo: n. the existing state of affairs; the current state of things
Why do we do that? Why can’t we do this?
Why isn’t it possible for us to …?
What would happen if we didn’t do that?
What if we were to … instead?
– I’ve been thinking. Why do our customers always have to bring their pets to us? – Maybe because everything we need to treat them is here? – Yes, but why wouldn’t it be possible for us to go to them? I’ve had dozens of people complain about how hard it can be to get here with a sick animal. Especially for our older customers. – So, what are you thinking of? Some kind of mobile animal clinic? – Sure, why not? There are mobile clinics for humans. Why couldn’t we do something similar? Have you ever questioned why or how things are done?
My notes
66 | Discuss innovation strategy • Unit 13
©2018 Berlitz Languages, Inc.
PERFORMANCE Innovate or else … A (fictional) study has recently been released that shows that within a year, there will no longer be a need for the products or services your company currently offers—at least not in their current form. What will your company do instead? Will you offer different products? Will you find new uses for them? Will you find ways of using your knowledge, expertise, and competencies in new areas? Will you close the company? Shortly, you will meet with other members of a team that has been put together to discuss these issues. Before that, write down some of your own ideas.
My notes
©2018 Berlitz Languages, Inc.
Discuss innovation strategy • Unit 13 | 67
Word Power Sayings and expressions
1. Slow and steady wins the race.
4. Make hay while the sun shines.
2. Strike while the iron is hot.
5. If you snooze, you lose.
3. Marry in haste, repent in leisure.
6. Necessity is the mother of invention.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Thomas Stefflbauer, Thomas Stefflbauer, Thomas Stefflbauer, Thomas Stefflbauer, Thomas Stefflbauer
68 | Discuss innovation strategy • Unit 13
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 14 In this lesson you will ...
Discuss product life cycles
Vocabulary & Expressions
Grammar Item
life cycle to go a long way maturity mainstream to break even initially to fend off
The future in the past: When we launched the FlexiTab, we were predicting sales of over $500,000, but we only reached sales of $400,000 in our first year.
cash cow to milk something for all it’s worth to kill off (a product) to discontinue to fall through (extension activity)
WARM-UP – What’s the latest on the FlexiTab? Any improvement over last month? – Sales have picked up, but it’s not yet generating the revenues we were expecting. – Do we know why that is? – Well, it’s a new product in a relatively new market. I believe it’s got a lot of potential, but a little more spent on marketing might go a long way.
My notes
©2018 Berlitz Languages, Inc.
Discuss product life cycles • Unit 14 | 69
VOCABULARY & EXPRESSIONS A typical product life cycle At what stage … • is promotion critical? • is expansion into new markets most likely? • has the product penetrated the mainstream consumer market? • would a company consider withdrawing the product from the market?
GRAMMAR The future in the past
It’s Monday. We are going to launch our new service today. It’s now Tuesday. We were going to launch our new service yesterday, but we encountered some unexpected technical difficulties.
It’s March 31st. They are predicting a 20% increase in sales during the 2nd quarter. It’s now June 30th. They were predicting a 20% increase, but in fact, there was only a 10% increase.
Present time. We’ve just started the new venture. We don’t know how successful it will be. It’s now two years later. When we started the new venture, we didn’t know how successful it would be.
– Weren’t we planning to kill off that product? The only person I know who buys it is my grandmother! – Yes, but it seems the grandmothers out there are an extremely loyal bunch of customers. So we're not going to withdraw it just yet.
70 | Discuss product life cycles • Unit 14
– Have you sent me the figures for your unit yet? – I’m sorry. I was going to send them to you yesterday, but there were a couple of things I wanted to double-check first. I'll send them to you later today.
©2018 Berlitz Languages, Inc.
VOCABULARY & EXPRESSIONS Stars, question marks, cash cows, and pets 1. Products that have high market share in a slow-growing market. The revenue from these products is greater . than the cost of maintaining them. This describes a. stars b. question marks c. cash cows
d. pets
2. Products that have low market share in a slow-growing market. They are barely breaking even. This describes . a. stars b. question marks c. cash cows
d. pets
3. Products that have low market share in a fast-growing market. Careful analysis is required to determine whether these products are worth further investment. This describes . a. stars b. question marks c. cash cows d. pets 4. Products that have high market share in a fast-growing market. Initially, they require higher levels of investment to fend off competition and maintain market share, but high revenue potential outweighs costs. This describes . a. stars b. question marks c. cash cows d. pets
My notes
©2018 Berlitz Languages, Inc.
Discuss product life cycles • Unit 14 | 71
PERFORMANCE Keep it or kill it? Name of product: Current stage in product life cycle: introduction growth
maturity
Performance (growth share): rising star question mark
decline
cash cow
pet
Recommendations (promotion / expansion):
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Berlitz, Thomas Stefflbauer
72 | Discuss product life cycles • Unit 14
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 15 In this lesson you will ...
Describe the development of new products
Vocabulary & Expressions
Language Focus
storage pharmaceutical to synthesize synthesis clinical trial side effect to paint a picture to match
Stating figures: 9 out of 10; 8 in 10; The ratio of satisfied customers to delighted customers is six to two; There are two delighted customers for every six satisfied customers.
to skyrocket to flesh out key stakeholder to give the go-ahead mock-up to commercialize (commercialise UK) unfeasible
WARM-UP How have music storage devices evolved over the years? Why do companies develop new products?
©2018 Berlitz Languages, Inc.
phonograph
record player
cassette player
CD player
MP3 player
smartphone
Describe the development of new products • Unit 15 | 73
LISTENING
20
Skyrocketing costs According to Margaret Young, Cygna Labs’ Director of Research and Development, the following four statistics are the reality and facts that challenge pharmaceutical development: 1. Industry experts estimate it takes an average of for a new prescription drug to reach the market. 2. Last year, the full cost of bringing a new product to market was estimated at over $ , with some companies estimating average costs as high as $ .
Average cost to develop a drug (incl. cost of failures; figures adjusted to today's $)
3. On average, only out of every 10,000 new medical substances will become a marketable medicine. 4. And, finally, that only out of 10 marketed drugs return revenues that match or exceed their R&D costs.
Word Power What are the figures? 10–12 months = Testing of a new product may take ten to twelve months. Testing of a new product may take ten months to a year. 1:100 inventions = (Only) one out of a hundred inventions makes it to market. (Only) one in a hundred inventions makes it to market. 2 men: 1 woman = The ratio of men to women accountants in our firm is two to one. There are two men for every one woman. 8/10 new businesses = Eight out of ten new businesses fail within the first five years. Eighty percent of new businesses fail within the first five years.
74 | Describe the development of new products • Unit 15
©2018 Berlitz Languages, Inc.
READING Stages of new product development a. business analysis
e. idea screening
b. commercialization
f. product development
c. concept development / testing
g. prototype and market testing
d. idea generation
1. At this stage, the company is looking for ideas for new products. These may come from a variety of sources such as investors, employees, customers, and suppliers, market trends, and competitors’ offerings.
2. At this stage, the goal is to eliminate any ideas that are unfeasible or that would not provide an appropriate return on investment.
3. The remaining few ideas are fleshed out. Based on input from key stakeholders and target customers, ideas may be discarded or given the go-ahead for further development.
4. Estimates and projections are made concerning pricing, sales volume, profitability, and break-even points.
5. Mock-ups of the product are created and feedback is elicited from a small group of target customers. Based on this feedback, any necessary modifications are made.
6. The finalized design goes into production. The product may initially be tested once more on a smaller (for example, local or regional) market prior to the official launch.
7. The product is distributed and available; the promotional campaign is launched.
©2018 Berlitz Languages, Inc.
Describe the development of new products • Unit 15 | 75
PERFORMANCE The new product pipeline Your company is considering upgrading or replacing some of your current products. The management is soliciting suggestions and ideas from the entire staff. What one product would you choose to improve or eliminate? What do you think the “new and improved” product should look like? Jot down some notes about your concept, and be ready to share your ideas.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock, Berlitz, Berlitz
76 | Describe the development of new products • Unit 15
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 16 In this lesson you will ...
Place a service call Vocabulary & Expressions
Language Focus
paper jam out of the ordinary Not that I am aware of. out of order access key
Simple past vs. present perfect vs. past perfect Describing sounds and noises. For example: beep, buzz, squeak, bang, click, grind, hum, ping, thump, whir.
to (de- / re-) activate to let someone in sound noise
WARM-UP – What exactly seems to be the trouble? – I wish I knew. The toner’s fine. There’s no paper jam. It’s just not working. – Did anything out of the ordinary happen prior to the breakdown? – Not that I’m aware of. Can you send a technician to take a look at it? – Of course. I’ll just need to get a few more details …
LISTENING
21
•
22
It’s out of order
PROBLEM 1 (VENDING MACHINE): WHAT'S BEEN TRIED: WHAT WILL BE DONE:
PROBLEM 2 (ACCESS KEY): WHAT'S BEEN TRIED: WHAT WILL BE DONE:
©2018 Berlitz Languages, Inc.
Place a service call • Unit 16 | 77
GRAMMAR Referring to past actions: Simple past vs. Present perfect vs. Past perfect
Now a minute ago ... 10 minutes ago ... today ... 1 month ago ... 4 months ago ...
Alice called reception. Alice tried her key. Alice returned. Card deactivated Alice went on leave.
Word Power
Alice has just returned to work after a four-month leave of absence. When she tried to use her access key, she discovered it didn’t work. When she called the receptionist, she learned her card had been deactivated because she hadn’t used it for 90 days.
23
Describing sounds ping
bang
beep
buzz
click
grind
hum
squeak
thump
whir
The optical drive makes a grinding noise when I turn on my laptop. There is a terrible squeak when the copier is working. I heard a loud bang, and then the lights went out. It makes I hear There is
78 | Place a service call • Unit 16
when … a grinding noise / sound a squeak
whenever … every time …
©2018 Berlitz Languages, Inc.
PERFORMANCE
Customer: Contact: Reason for service / repair:
Customer ID #: Make / model / serial #: Other:
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Age Fotostock, Age Fotostock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Place a service call • Unit 16 | 79
UNIT 17 In this lesson you will ...
Make an after-sales service call
Vocabulary & Expressions
Language Focus
after-sales service live chat hotline to entail to troubleshoot on the spot further down the line
Phrases for making an after-sales call Gerunds with possessives. For example: Would our sending you a full refund fix the problem? The managers liked Henry’s handling of the situation.
to cover / bear the cost (of) built into the cost or price word-of-mouth reactive proactive to expire unusual (activity)
WARM-UP – Hello, I’m calling from GSAT Services. Is this Mr. Butcher? – Yes, it is. – Mr. Butcher, I see you were visited by one of our service reps earlier today. Would you mind answering a few questions about the service you received? – Oh! No, not at all. Go right ahead. – Thank you. First of all, …
My notes
80 | Make an after-sales service call • Unit 17
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LISTENING
24
The importance of after-sales service 1. According to Frank, what will his company lose if they do not provide good after-sales service?
2. What does most of their after-sales support entail?
3. What is the difference between the two types of employees who handle service questions? 4. What kind of information do they keep in their customer records?
5. Who bears the costs of after-sales service, and in what way?
VOCABULARY & EXPRESSIONS Reactive vs. proactive service REACTIVE: THE CUSTOMER CONTACTS YOU
PROACTIVE: YOU CONTACT THE CUSTOMER
My notes
©2018 Berlitz Languages, Inc.
Make an after-sales service call • Unit 17 | 81
Useful Expressions Structuring an after-sales service call
Getting through Hello. This is … from … I’d like to speak to …, if I may. Hello. My name is …, and I’m calling on behalf of … Is … available?
Getting feedback I’m just calling to check that everything is all right with … Would you mind my asking some questions about …?
Purpose of call I’m calling about the … you recently purchased. We’re calling about our … service.
Providing information We wanted to let you know that … We thought you might be interested in our new …
Preventive support We’ve noticed some unusual activity on your account. We’re calling to remind you that your service contract will expire shortly.
Thanking Thank you very much for your time. I appreciate your taking the time to talk to me.
GRAMMAR Does our sending you coupons every quarter bring you in for regular service?
You took the time to complete our online survey. We appreciate that. → We appreciate your taking the time to complete our online survey. I would like to ask you a few questions. Would you mind (that)? → Would you mind my asking you a few questions? They didn’t contact us about the product recall. We were upset about that. → We were upset about their not contacting us about the product recall.
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PERFORMANCE
Choose one of the following scenarios and make an after-sales service call to a customer. 1. A very good customer of yours has recently made a new purchase, and you want to make sure that they are satisfied with it. 2. You have received information about a possible problem with one of your products, and you would like to alert a customer of yours about it. 3. A customer has purchased a new product, and you would like to obtain some feedback. 4. You’ve recently launched a new product you think one of your best customers might be interested in.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Make an after-sales service call • Unit 17 | 83
UNIT 18 In this lesson you will ...
Present ideas for using social media for business
Vocabulary & Expressions
Language Focus
sales platform to engage (with) (= involve) chitchat idle (chitchat)
few vs. a few; little vs. a little
downright to stick in one’s mind to upload cause microblogging
WARM-UP
Using social media for business is a complete waste of time and money. It does absolutely nothing to improve the bottom line.
Social media is the future of marketing. It will replace traditional media such as TV, radio, and print.
My notes
84 | Present ideas for using social media for business • Unit 18
©2018 Berlitz Languages, Inc.
LISTENING
25
Isn’t our website enough? 1. What are Dan’s objections? a. cost of set up and maintenance d. b. customers don’t use social media e. c. little to no conversion into sales f. 2. What aspects of social media does Karen highlight? a. building customer relationships f. b. engaging users in a two-way dialogue g. c. creating a personality for the company h. d. encouraging word-of-mouth promotion i. e. getting feedback j.
negative comments people ignoring ads return on investment
posting coupons / coupon codes protecting privacy and copyright saving money sharing information using comments to improve targeting
LANGUAGE FOCUS Using few vs. a few / little vs. a little
They have some customers, but not many.
→ They have a few customers.
They have almost no customers.
→ They have few customers.
I have some time, but not much.
→ I have a little time.
I have hardly any time.
→ I have little time.
©2018 Berlitz Languages, Inc.
Present ideas for using social media for business • Unit 18 | 85
1. The results are looking better. We’ve seen increase in inquiries since last month. 2. Our customers like us. We see comments on our site.
negative
3. Some companies have experienced success with social media and have stopped using it. 4. If you create a business page, you should plan to upload posts each week.
VOCABULARY & EXPRESSIONS How can we use social media? Possible objectives: promote your business provide information about or related to your business / products get feedback on your business or products attract new customers build relationships with current customers promote a particular cause or event your company supports SOCIAL NETWORKS
PROFESSIONAL NETWORKS
MICROBLOGGING SITES
PHOTO SHARING SITES
VIDEO SHARING SITES
86 | Present ideas for using social media for business • Unit 18
OTHER
©2018 Berlitz Languages, Inc.
PERFORMANCE Social media for your business Your company director is interested in exploring the possibilities of social media for your business. He / She has asked you and your team to present some ideas for him / her to consider. You should focus on one particular objective and be prepared to show how you could achieve this using several types of media.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto, iStockphoto
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Present ideas for using social media for business • Unit 18 | 87
UNIT 19 In this lesson you will ...
Describe export strategy
Vocabulary & Expressions
Language Focus
billion trillion to drive down economies of scale wire transfer letter of credit drastically
Terms related to export and trade
seasonal slowdown to fill orders passively indistinguishable to engage the services of someone to constitute to commit commitment
WARM-UP Source: World Trade Organization
Merchandise exports, US$ 17.3 trillion Figures for WTO members; shown in US$ billion.
Commercial services exports, US$ 4.35 trillion Figures for WTO members; shown in US$ billion.
My notes
88 | Describe export strategy • Unit 19
©2018 Berlitz Languages, Inc.
READING Why export? ► Increase your profits. More customers mean more sales and bigger profits. ► Improve your economies of scale. More sales lead to increased production, which drives down per-unit manufacturing costs. ► Improve your cash flow. Many exporters are paid in advance by wire transfers or under letters of credit compared to being paid after the product has been delivered domestically, which results in a drastically improved cash flow. ► Spread business risk. By developing alternative markets, exporting can reduce your business risk whenever there is a slow down, disruption, or catastrophic event in your domestic market. ► Manage seasonal slowdowns. Exporting allows you to even out seasonal sales cycles by exporting to countries with seasons that are the opposite of yours or that have little seasonal variations. ► Find alternative sources. As you become more informed about global markets, you may find cheaper, alternative sources of raw materials and components for your manufactured goods. ► Stimulate the economy. Exports are a well-known driver of many positive economic indicators, including job growth.
LISTENING
26
Approaches to export Approach #1: Approach #2: Approach #3: Approach #4: Is the company aware that its product is being exported? Is the company involved in the export process? Who handles the export details?
©2018 Berlitz Languages, Inc.
#1
#2
#3
#4
Describe export strategy • Unit 19 | 89
VOCABULARY & EXPRESSIONS Challenges faced by exporters LANGUAGE
TRANSPORTATION
PACKAGING
MEASUREMENTS
REGULATIONS
PAYMENT
OTHER
My notes
90 | Describe export strategy • Unit 19
©2018 Berlitz Languages, Inc.
PERFORMANCE What do you export? Think about one product your company exports. • What is the product? Where is it exported to? Why? • What approach or approaches to exporting are used? • What challenges does exporting this product present? Be ready to briefly summarize the export strategy for this product.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Berlitz, PhotoDisc
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Describe export strategy • Unit 19 | 91
UNIT 20
Review OBJECTIVES LADDER
Now you can … Describe export strategy Present ideas for using social media for business Make an after-sales service call Place a service call Describe the development of new products Discuss product life cycles Discuss innovation strategy Suggest ways to promote innovation in the workplace Draft a proposal letter
92 | Review • Unit 20
©2018 Berlitz Languages, Inc.
PRACTICE
GOAL 11 What’s your opinion? the rapid increase in demand for coffee, supplies have shrunk and prices have
1. skyrocketed. 2.
our commitment to employee wellness, it seems reasonable to require annual medical check-ups.
3. We have drastically cut our printing costs. $10,000 per year to $4,000.
the reduction in our toner costs from
4. The Step into Fitness competition was extremely popular. the importance of regular exercise. 5. I wouldn’t use their products again 6. We can introduce the initiative
Owing to
A case in point
even if
, it raised awareness of
they paid me. we get approval from senior management.
Furthermore
Bearing in mind
only if
GOAL 12 How often does this happen? 1. Tamika interested in working with young people. a. always has been b. has always been c. has been always 2. I can’t imagine where Ed could possibly be. He a. is never late b. is late never c. never is late 3. Have abroad? a. ever you worked b. you ever worked
c. you worked ever
4. We what our competitors are doing. a. are checking frequently b. check frequently 5.
for meetings.
c. frequently check
to London when he was working in Europe? a. Did often Tim travel b. Did Tim often travel c. Did Tim travel often
©2018 Berlitz Languages, Inc.
Review • Unit 20 | 93
GOAL 13 What if we changed? 1. What if / instead of / school students / tablets / textbooks / were issued with → 2. Why isn’t / for cable TV subscribers / it possible / their own channel packages / to put together → 3. What would / everyone / from home / happen if / to work / we allowed → 4. Why / don’t we/ every tall building / on the top of / put solar panels → 5. Why / a four-day / can’t we / switch to / work week →
GOAL 14
27
•
28
•
29
•
30
Not what I expected 1. Gina
the presentation yesterday, but she
2. The company 3. They
the Wizard 2, but on national television, but then they
4. Dora didn’t expect she
in one of the slides. wrote demanding they keep it. for a 15-second spot.
when she created her shopping app.
My notes
94 | Review • Unit 20
©2018 Berlitz Languages, Inc.
GOAL 15 About how many?
1. The ratio of men to women in computing fields
a. is three to one.
2. Only one out of every fifty people
b. is about one in a million.
3. About fifty percent of new businesses
c. fail during their first year.
4. Four out of ten people worldwide
d. for every one retired person.
5. The chance of your being struck by lightning this year
e. have access to the Internet.
6. By 2025 (in the US), there will be three working adults
f. has green eyes.
GOAL 16 When did it happen? 1. Our printer
(break down) yesterday during a big print job.
2. I
(just speak with) maintenance. They are sending someone up now.
3. I
(be worried) about Lisa because I
4. By the time we 5. The repairman still
(get to) the office, the power (not arrive); we
(not hear from) her in so long. (be restored). (expect) him hours ago.
My notes
©2018 Berlitz Languages, Inc.
Review • Unit 20 | 95
GOAL 17 We liked Claudia's handling of the situation 1. I would like to ask you a few questions. a few questions? → Would you mind 2. You took the time to show me around town. → I appreciate to show me around town. 3. They handled our order. → Were you satisfied with
of our order?
4. I’m worried because he hasn’t called back. → worries me.
GOAL 18 Only a few 1. There were hardly any customers there when I went. a. a few customers b. few customers 2. We spoke to several people during the break. a. a few people b. few people 3. If you’d like to talk, I have some time right now. a. a little time b. little time 4. There is practically no money left in the budget. a. a little money b. little money 5. They had little success with their direct mail campaign. a. almost no success b. some success 6. There are a few things I need to finish up before I leave. a. are a couple of things b. is practically nothing
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GOAL 19 Exports and trade is sold in the US but we do have some foreign buyers.
1. Most of our 2.
allow big companies to manufacture products more cheaply than smaller producers.
3. Some knock-offs are
from the original brands. Customers can’t tell the difference.
4. When we began exporting to Japan, we 5. Exports
the services of a local advertising agency.
approximately 35% of our total sales.
6. They don’t sell directly to customers; their products are sold through an
intermediary
merchandise
indistinguishable
Economies of scale
constitute
.
engaged
YOUR TURN!
GOAL 11 What do you propose? Your company is looking for proposals on how to: • improve the flow of communication within the company • reward excellent performance • reduce waste (especially paper) • become more involved in the community With your partner(s), choose one of the topics and brainstorm several ideas. Work together to draft a proposal letter.
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GOAL 12 How can we promote innovation? Your company would like to do more to promote innovation in the workplace. You are on a team which has been asked to choose an approach for this. Which of the following ways do you feel would be the most effective and why? Creating a special group within the company that focuses on innovation. Increasing the amount of collaboration among colleagues working in different areas. Finding opportunities for collaboration between people inside and outside the company. Encouraging employees to work on their own projects. Other: Get together with the other members of the team to discuss your choices. Which one will you suggest to the company’s management?
GOAL 13 What’s our strategy? You work in the oil and gas industry and are a member of the senior management of your firm. You know that one day the supplies of oil and gas will run out—or they will just become uneconomical to extract. You and the other members of the senior management are meeting today to discuss this question: What direction do you feel the company should take in terms of innovation? Some of the possibilities that have been put forward are: • Should it be investing in products and processes that reduce consumption so that existing supplies last longer? • Should it be investing in new extraction technologies that would make it possible to reach supplies that are currently unreachable? • Should it be transforming itself into an alternative energy provider? • Or, should the company just continue business as usual until supplies run out and then close down?
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GOAL 14 Let’s review our marketing strategy You work in the marketing department of a company that manufactures and sells smart devices, including: • smartphones • tablets • smart watches • smart home appliances Meet with the other members of the marketing team. Discuss: Where are these products in their lifecycle? What will the company need to do to promote these products in the near future? long-term?
GOAL 15 Product development Choose one. • Together with your partner, discuss how televisions have changed over the years. What do you think will happen to TVs in the future? Will they become obsolete? Will they be replaced by something better? What features do you think a TV (or its replacement) should have? • Smart apparel (such as smart watches) is still in its infancy. Together with your partner, brainstorm some other smart apparel products that you have heard of? What others might be developed in the future? How could such apparel be used? Would you buy such a product?
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GOAL 16 Calling the maintenance department
Role A You are having a problem with a piece of equipment in your office. Call your maintenance department and place a request for maintenance. Before you call, note down what the problem was and what you tried to do (if anything) to correct the problem.
Role B You work in the maintenance department. You job is to take down information about service problems and pass them on the maintenance technicians. When someone calls, you need to get the following information: Contact name: Contact phone number: Department: Location of equipment: Type of equipment: Description of problem: Other:
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GOAL 17 Unusual activities on your account
Role A You work for a credit card company where you have an automated system that notifies you when there seems to be unusual activity on a customer’s account. You received such a notification today. It seems that a number of online purchases were made using the credit card of a long-time customer. This has appeared as a red flag in the system because this customer has never used this particular card for online purchases before. Call the customer and confirm whether or not the purchases were made by him / her.
Role B You have been extremely busy lately and have been unable to go out and shop for presents for several relatives who are celebrating birthdays and anniversaries this month. So, despite your worries about credit card theft and fraud, you decided—for the first time ever—to make your purchases online. Your phone is ringing. Answer it.
My notes
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GOAL 18 We need to use social media more
Role A Your company would like to use social media more. Your team has been asked to look into the potential of various types of media. You have been asked to explore how microblogging sites could be used to meet the following objectives: • provide information about products • get feedback on products • build relationships with customers • promote causes your company supports Before you meet with your team, try to come up with at least one example of how microblogging sites could be used to meet each of these objectives.
Role B Your company would like to use social media more. Your team has been asked to look into the potential of various types of media. You have been asked to explore how video sharing sites could be used to meet the following objectives: • provide information about products • get feedback on products • build relationships with customers • promote causes your company supports Before you meet with your team, try to come up with at least one example of how video sharing sites could be used to meet each of these objectives.
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GOAL 19 Talking about export
Role A You are the co-owner of a medium-sized manufacturing company. You have recently found out that some of your customers are buying and then selling your products abroad. Until you discovered this, you did not even realize there was an overseas market for your products! You think your company should start exporting products itself. You know there are several ways you could do this, such as: – exporting indirectly through intermediaries (e.g., a trading company) – exporting directly Today you are meeting with the other co-owner to discuss your export strategy. Your partner is not 100% sold on the idea of exporting. He / She feels it is risky and would involve too much extra work. Suggest a strategy that your partner might be satisfied with. Emphasize the benefits of exporting.
Role B You are the co-owner of a medium-sized manufacturing company. You have recently found out that some of your customers are buying and then selling your products abroad. Until you discovered this, you did not even realize there was an overseas market for your products! Your business partner feels the company should start exporting products itself. You are not 100% sold on this idea. You know that exporting could help increase revenues and overcome seasonal slowdowns. But exporting, to you, sounds like a lot of extra work and extra risk. At the most, you’d be willing to look for domestic buyers who represent foreign end-users or customers. That way, you could learn more about where your products are going before taking any bigger steps. Meet with your business partner and try to convince him / her that you are not ready to start exporting products yourselves.
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Review • Unit 20 | 103
UNIT 21 In this lesson you will ...
Discuss the effects of free trade
Vocabulary & Expressions
Language Focus
(trade) talks pact to conclude (a deal) free-trade area to dig in restriction to discriminate monopoly duopoly oligopoly to distort
Presenting arguments using by + -ing. For example: By paying subsidies to farmers, the government is helping them to compete in the world market.
(trade) barrier tariff fledgling (industry) struggling emerging market to source standard of living to deplete two sides of the same coin sizable referendum
WARM-UP
My notes
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READING What is free trade? Free trade is a policy by which a government does not discriminate against imports or interfere with exports. In its ideal form, free trade allows: ► unrestricted trade of both imported and exported goods and services ► unrestricted access to markets and market information It does not allow: ► trade-distorting policies that give some firms, industries, or individuals an advantage over others ► market distortion through monopoly or oligopoly power
Barriers to trade Quotas
Subsidies
Tariffs
Trade barriers are restrictions on international trade. Governments usually impose them to protect domestic products or industries.
©2018 Berlitz Languages, Inc.
1.
A tax or customs duty on imports. By raising the price of imported goods, they make domestic goods cheaper by comparison. They are also a source of revenue for the countries that impose them.
2.
A limit on the number or total value of a particular product that can be imported or exported during a specified period. By restricting the supply of cheaper imports, they can boost sales of domestic products. However, they may also force domestic consumers to pay higher prices for domestic goods because of smaller supplies.
3.
Money paid by a government to support a particular domestic industry. By making domestic products cheaper to produce than their imported counterparts, they should, in theory, result in lower domestic prices and make exports more competitive.
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LISTENING
31
Pros and cons of free trade Pros: Cons: Pros: Competition Cons: Pros: Jobs Cons: Pros: Standard of living Cons: Pros: Environment Cons: Products
LANGUAGE FOCUS Presenting an argument: by + -ing
Tariffs increase the price of imported goods; this encourages consumers to buy domestic goods. → By increasing the price of imported goods, tariffs encourage consumers to buy domestic goods. Quotas restrict access to imported goods, which limits consumer choice. → By restricting access to imported goods, quotas limit consumer choice. Governments impose limits on a country’s imports and exports; this hurts free trade. → By not imposing limits on a country’s imports and exports, governments allow free trade.
1. Free trade encourages competition, which leads to lower prices. → 2. Outsourcing creates jobs in developing countries; this helps improve the global economy. → 3. Subsidies protect fledgling industries. This gives them a chance to grow. → 4. We imposed a tariff on imported auto parts. We may end up starting a trade war. →
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PERFORMANCE A free-trade debate Your country is considering whether to join a regional free-trade zone. Within this free-trade zone, there are several emerging market countries and a few very wealthy, developed countries. The government has decided there will be a public referendum on this issue. Think about the current economic climate, industry, and environment in your country. Should your country join?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Corbis Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 22 In this lesson you will ...
Network at a trade show
Vocabulary & Expressions
Language Focus
literature trade show (sales) lead to cross-sell competitive intelligence contact details decision-maker
Simple present vs. present progressive vs. present perfect vs. present perfect progressive Pronunciation: words ending in -ate. (extension)
agent co-op principality I couldn’t help + -ing Funny you should (ask) … Why, yes!
WARM-UP – You seem very interested in our products and literature. Is there something I can help you with? – My name is Lily Wong. I am a buyer for one of the retail chains in my country, and you have several items I think would do well in our stores. – Nice to meet you, Ms. Wong. I’m Dan Henderson. Which products were you interested in? Perhaps I can tell you more about them …
My notes
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VOCABULARY & EXPRESSIONS Why attend trade shows? build
conduct a. b. c. d. e. f. g. h.
cross-sell
enter
gather
generate
introduce
recruit
retain
a new product / service product or brand awareness new prospects and networking qualified leads competitive intelligence research and current customers a new market strategic partnerships
GRAMMAR How long have you been working there?
– – – –
SIMPLE PRESENT:
Lazaro works for Crystal Doodads, Inc.
PRESENT PERFECT:
He has worked there for several years.
PRESENT PROGRESSIVE:
Lazaro is working at the company’s booth today.
PRESENT PERFECT PROGRESSIVE:
He has been working there since 8 o’clock this morning.
What do you do? I’m an account executive at Sterling Products. What brings you to the show today? I’m meeting with several of our long-term clients.
©2018 Berlitz Languages, Inc.
– – – –
How many booths have you visited? I’ve visited quite a few so far. Have you talked to many people? I’ve been talking to people ever since I got here!
Network at a trade show • Unit 22 | 109
VOCABULARY & EXPRESSIONS Contacts or leads? MAKING CONTACTS
GENERATING LEADS
► Name
► Company
► Budget
► Time frame
► Position with company
► Contact details
► Product / Solution needs
► Decision-maker
I overheard you saying … – Did I hear you mention you were looking for an agent? – Yes, I did say that. – Let me introduce myself. I’m … – I couldn’t help overhearing you earlier. You said you were interested in children’s electronics? – Why, yes! Do you know anyone in that field? – Funny you should ask … • You heard someone say they needed a new paper supplier. You were talking to a paper supplier earlier. • You overheard part of a conversation about organic growers. You represent an organic growers’ co-op. • You are talking to an appliance wholesaler. You have met someone who’d like to export appliances.
PERFORMANCE Doing Business in Calacandra You are at a Doing Business in Calacandra trade show in Scotland. Calacandra is a tiny European principality that has only recently opened its borders to trade. The event is being sponsored by the Calacandran Ministry of Trade.
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Role A Your name is R. Callibat, and you are chief buyer for Callibat and Co., a well-known Calacandran electronics firm. You do most of your business at home and in neighboring countries, but you decided to attend this conference to see what the British have to offer. You expect the trade show to be very interesting and hope to make many new business contacts. If possible, you would like to find some new products to sell at home. You have spent many holidays in Scotland and love golf.
Role B Your name is K. Rajput, and you work for the Cambridge-based firm Mankin Engineering, where you are a project manager. Mankin is interested in possible infrastructure development projects in Calacandra. This is your first trade show as you only began working at Mankin last year. Before that, you worked in Glasgow at a large construction company. You're glad to be back in Scotland, even if just for a short time. You plan to visit your family while you are here.
Role C Your name is B. Boyd, and you are the president of a small but growing electronics firm outside of Boston, Massachusetts. You came to this trade show to see whether you could find possible Calacandran trading partners. You are excited by the possibility of finding a new market for your products. You visit the UK frequently, and often go on walking and hiking tours here.
Role D Your name is D. Calisundra, and you work at the Calacandran Interior Ministry. Your boss (the minister) has sent you to this trade show to gather information on engineering and construction companies. There are several large development projects planned for the next five years—and it's more than the few Calacandran companies can handle. You've never been abroad before but would highly recommend Calacandra for its beautiful scenic mountains—perfect for hiking.
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Role E Your name is M. Warden, and you are originally from Australia. For the last six years, you have been living and working in Seoul, Korea, where you are employed in the sales department of Sun Enterprises, a manufacturer of electronic components. Your company is very interested in expanding its exports—including to the just-opened Calacandran market. You are at the trade show on a fact-finding mission. You are an avid photographer and also enjoy the occasional round of golf.
Role F Your name is N. Calanova, and you are from Calamopolis, the capital of Calacandra. You are an undersecretary at the Ministry of Trade. You've been sent to promote trade with Calacandra. The government offers tax breaks to companies willing to invest in the country and has recently eliminated the tax on imports. You have been traveling a lot recently. (The Trade Ministry is new, and there are a lot of countries to visit.) You enjoy taking photos of the places you go to. This is your second trip to the UK.
My notes
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CONSOLIDATE & APPLY
32
Say it right! Words ending in -ate Many words ending in -ate can be nouns, adjectives, or verbs. For most nouns and adjectives, the -ate ending is unstressed and sounds like the word it. For verbs, however, the -ate ending is stressed and sounds like ate. 1. Cynthia is a college graduate 2. XM Co. is an affiliate 3. Our corporate
, but she didn’t graduate
of ours, but we are not affiliated
with ExEm, Inc.
headquarters is in Basel. The company was incorporated
4. Who was delegated
the task of looking after the foreign delegates
5. It would take weeks to duplicate 6. They decided to separate
until last year.
?
our work, so we’d better make a duplicate
because they wanted to visit separate
in 1955.
of our report.
companies.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Thinkstock
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 23 In this lesson you will ...
Assess and follow up on a lead
Vocabulary & Expressions
Language Focus
to nurture hot (prospect) out of one’s league It checks (ticks UK) all our boxes. to fit the bill to be eager (keen UK) to
Making initial follow-up calls Following up in writing Multiword phrasal verbs. For example: to go through with, to follow up on, to get through with, to live up to, to get back to, to put up with, to miss out on. (extension)
to stand out prospect (= opportunity) tea caddy selection decor (or décor)
WARM-UP – This was your first expo, wasn’t it? Did you make any new contacts? – Loads! Look at all the cards I got. – Great! How many of them are good leads? – A couple of them seem like really good prospects, but most of them will take a little nurturing. – Fine. Let me take a look at your list after you’ve compiled it. We can go over what to do next.
My notes
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VOCABULARY & EXPRESSIONS Are they a hot prospect?
A: The prospect is qualified, interested, and eager to do business.
C: The contact is interested, but not able to do business at this time.
B: The prospect is qualified and interested, but needs nurturing.
D: The contact is not interested.
1.
Your product is very interesting, but it doesn’t quite fit the bill. Thank you for demonstrating it for me, though.
2.
What you offer sounds great and we are interested, but at the moment we’re under contract to another agency. Perhaps when that contract expires, we could talk again.
3.
I really like what I’ve seen, and I think we might be able to do business. Why don’t I get in touch with you next week when I’m back in my office?
4.
What you’ve shown me checks all our boxes; unfortunately, the price is out of our league—at least for now. Maybe when the economy picks up and things begin to improve …
5.
It’s what we’re looking for, but we have to get two other proposals before we make a decision.
Tip!
to check boxes to tick boxes
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VOCABULARY & EXPRESSIONS How should we follow up? • A personal phone call or email to say thank you • A reminder about special trade show offers • A note plus a copy of your most recent company newsletter • A thank-you to all visitors to your booth on your website • A personal letter including requested information • •
Tip!
After a trade show, you should follow up within 24 hours. Acting quickly will make you stand out from your competition.
READING Here is the information you requested!
Dear Ms. Parker, It was a pleasure speaking with you at the Hospitality and Catering Trade Fair. I am delighted at the prospect of making our fine, high-quality teas available to Wyatt Hotel guests in their rooms. As you requested, I am sending a catalog of our teas and tea caddies. As you saw at the show, our caddies come in a wide range of sizes and styles, designed to suit the décor of practically any room. I have also enclosed a selection of some of our most popular teas. I invite you to relax and enjoy a cup while looking through the catalog. When you’ve had a moment to consider which of our items would be most suitable for you and your guests, please take a moment to fill out and return the “I’m interested in …” form at the back of the catalog. (This form is also available on our website.) In the meantime, if you have any questions, please do not hesitate to get in touch with me. I look forward to hearing from you.
Yours sincerely, Grace Bowman Gracious Teas, Ltd. Encl.
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PERFORMANCE It was a pleasure meeting you One of your contacts from the Doing Business in Calacandra trade show requested some additional information from you. Draft a letter to your contact. How will you …? 1. acknowledge your contact’s interest 2. describe what your package contains 3. involve the contact with the materials you sent 4. encourage the contact to respond
My notes
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Word Power Multiword phrasal verbs 1. Have you
a solution yet?
2. If I can’t make it, will you
me?
3. We don’t know if they will 4. Has it
the deal.
your expectations?
5. Tina’s asked me to
her next month.
6. Jack’s so bossy! Why do you 7. I know we can do it. Don’t 8. Where were you? You 9. We’ll be 10. When you
him? us yet! the excitement!
the samples in the mail. the paper, can you give it to me?
a. get back to
b. fill in for
c. looking out for
d. missed out on
e. go through with
f. give up on
g. lived up to
h. come up with
i. put up with
j. get through with
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Age Fotostock
118 | Assess and follow up on a lead • Unit 23
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 24 In this lesson you will ...
Decide on an approach to a negotiation
Vocabulary & Expressions
Language Focus
to drive a hard bargain to handle … with kid gloves terms and conditions negotiable non-negotiable adversary to yield to dig in one’s heels
Responding to ploys Idioms and expressions with hard. For example: no hard feelings, to learn the hard way, to take a hard look.
ploy to penalize to insult to take something personally to bluff to call someone’s bluff to be a joke (= ridiculous)
WARM-UP – Who do you think should lead the negotiations with Outerwear Fashions, Inc.? – I was thinking that Jane might be a good choice. She’s got a pretty good track record. – She’s also got a reputation for driving a hard bargain, and this situation calls for kid gloves. – Well, who did you have in mind?
My notes
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Decide on an approach to a negotiation • Unit 24 | 119
VOCABULARY & EXPRESSIONS What do we negotiate?
TERMS OF A CONTRACT
PROJECT TERMS
TERMS OF EMPLOYMENT
TERMS OF A SALE
Negotiable terms and conditions for • • •
• • •
READING What type of negotiator are you? A
B
The goal of negotiation is
to reach an agreement.
to win.
During negotiations, I
trust my partners.
distrust the other side.
If there’s a conflict, I
consider compromising.
dig in my heels.
To achieve my goal, I will
make concessions.
demand concessions.
In tough situations, I
yield to pressure.
apply pressure.
When making decisions, I seek
mutually acceptable solutions.
the best solution for my side.
I see negotiation partners as
friends.
adversaries.
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LANGUAGE FOCUS Responding to ploys Ploy
Response
Threatening to penalize you or to stop negotiations if you do not make compromises.
Tell the other side you don’t respond to threats and that you won’t continue negotiating under such conditions.
Insulting you, your company, your qualifications, your products, your service, your honesty, etc.
Don’t take it personally; restate your position, letting the facts make your case for you.
Bluffing about their circumstances or alternatives in order to improve their negotiating position.
Call their bluff—ask them to produce evidence that supports their statements.
1. Ploy: “Your prices are extremely high. We can get a much better deal with another company. I think we’ll take our business elsewhere.” Response: 2. Ploy: “You can’t be serious about this offer. Your rates are a joke! Your entire proposal is poorly thought out.” Response: 3. Ploy: “If you don’t start making some concessions, we’re leaving. And we’ll be sure to tell your other clients how unwilling you are to negotiate.” Response:
My notes
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PERFORMANCE How should we approach the situation?
Coffee Hour, Inc. Team A You opened the first Coffee Hour franchise in your country five years ago. Coffee Hour, Inc. is the world's fastest-growing chain of cafés serving gourmet and specialty coffee. At the time you purchased the franchise, Coffee Hour, Inc. structured the contract according to revenue projections typical of the revenue of franchises in neighboring countries. Some concessions were made for local market conditions. After five years of operation, your revenues have been nowhere near initial projections. You are finding it extremely difficult to fulfill your financial obligations to your franchiser. In fact, you have submitted no payments to Coffee Hour, Inc. in the last six months. According to the terms of your contract, you should pay the Coffee Hour, Inc. 7.5% of your total annual revenues, with the minimum annual total set at $50,000. But between the stagnation of the local economy, the loyalty of your city's residents to privately owned cafés, and the high import fees on coffee, you are barely breaking even. You recently wrote a letter to Coffee Hour, Inc., explaining that you cannot continue to do business under the current terms. You have requested that your contract be renegotiated. If this is not possible, you feel you will have to close the café. After receiving your letter, Coffee Hour, Inc. agreed to meet with you to discuss your problems.
My notes
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Licensing Agreement Team A You represent a company that is among the leaders in school supplies for children— backpacks, lunchboxes, binders, notebooks, pencil cases, etc. Two years ago, your company partnered with a major player in the children's entertainment industry. The agreement allows your company to feature well-known characters from your partner's movies and TV programs on your products. The agreement calls for your company to pay several million dollars per year for the licensing of the characters. In addition, your company pays a 10% royalty payment to your partner on every product you sell that carries one of the licensed characters. It has become painfully clear that the agreement is not financially beneficial to your company. While your overall sales have increased and the sales of the products that carry the licensed characters have been good, you have not boosted sales sufficiently to make the partnership a success. You have informed your partner that you would like to renegotiate the contract. If the license cannot be renegotiated under better terms, your company will be forced to terminate the relationship at the end of the five-year contract.
Coffee Hour, Inc. Team B You represent the franchising division of Coffee Hour, Inc., the world's fastest-growing chain of cafés serving gourmet and specialty coffees. You have franchises in 18 countries and have plans to open locations in another 15 countries over the next three years. One of your franchisees is struggling to meet its payment obligations. At the time of the sale of the franchise, you structured the agreement according to revenue projections typical of the revenues of franchises in neighboring countries. You even made concessions based on local market conditions. After five years of operation, this franchise's revenues have been nowhere near initial projections. At present, the franchise is just breaking even and has submitted no payments to Coffee Hour, Inc. in the last six months. You do not fault the franchise operators; they are good businesspeople. According to the terms of the contract, the franchise should pay Coffee Hour, Inc. 7.5% of its total annual revenues, with the minimum annual total set at $50,000. Recently, you received a letter from the franchise explaining that it cannot continue to do business under the current terms. They have requested a renegotiation. You immediately arranged a meeting with the franchisee to discuss the situation. You need to keep any franchises from closing, but you also don't want to give overly generous concessions because that could set a precedent with other franchisees.
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Licensing Agreement Team B You represent a major player in the children's entertainment industry. The characters from your movies and TV programs are known all around the world. You have entered into many successful licensing agreements over the years with fast-food chains, publishers of coloring books, and clothing companies. Two years ago, you entered into an agreement with one of the leaders in children's school supplies. The terms of the contract were very attractive to your company: several million dollars per year for the licensing of the characters, plus a 10% royalty payment on every product they sell that features one of your characters. As with all of your licensing arrangements, you have worked closely with this new partner to ensure that the integrity of your characters is maintained and that your brand is well represented. You are very happy with the way this partner has used the licensed characters; however, you also know that their sales are lower than projected. They have asked to renegotiate the contract. You have some flexibility with the royalty percentage, but the annual licensing fee is non-negotiable.
My notes
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Word Power Idioms and expressions with hard 1. Be sure to 2. Tim’s
the terms and conditions before you sign. approach is what turned the company around during the recession.
3. I’m sorry I got upset with you. 4. The problem there is 5. They really
? . We can’t figure out what’s going on.
about changing the venue for the negotiations.
6. I told Greg it wouldn’t work. Oh, well. Sometimes you just have to
.
a. a hard nut to crack
b. give someone a hard time
c. hard-nosed
d. learn the hard way
e. no hard feelings
f. take a hard look at
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Berlitz, Berlitz, Berlitz, Berlitz
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Decide on an approach to a negotiation • Unit 24 | 125
UNIT 25 In this lesson you will ...
State the objectives of a negotiation
Vocabulary & Expressions
Language Focus
vendor to knock off top- / bottom-line objective target objective walk-away position BATNA purely to (be) looking to …
Reframing. For example: Your request is a challenge, not a problem. The glass is half full, not half empty.
interest mutually beneficial to bargain bargaining table greedy to reframe (an issue) high marks
WARM-UP – So, do you think we’ll be able to get Genesis Toys to come down on price? – I think so. Ideally, I’d like to get a 10% discount off the per-unit rate, but if they came back with 6 or 7%, it would still be a good deal. – And if they aren’t willing to knock off that much? – Well, there are other areas open to negotiation, but if we can’t find a way to work within our budget, then we will have to consider other vendors.
My notes
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VOCABULARY & EXPRESSIONS Know what you want
Top-line objective: best possible outcome (a.k.a. the “best-case scenario”)
Target objective: a reasonable, realistic outcome
Walk-away position: an unacceptable outcome; the point where you can no longer negotiate
BATNA: best alternative to a negotiated agreement; options for what to do if you cannot achieve your bottomline objective.
Bottom-line objective: lowest acceptable outcome
• You are selling your home. The housing market has been flat for the past year. • You’d like a promotion. You’ve been doing the same job for years and are ready for new challenges. • You plan to ask a supplier for a discount. Your company has been a loyal customer for many years. • Your boss wants you to work on a big project next month. You have booked a vacation during that time.
My notes
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LISTENING
33
Win-lose or win-win?
Do
Don’t
WIN-LOSE
WIN-WIN
LANGUAGE FOCUS Things could be worse
Reframing is a technique used in negotiations to change a negative into a positive, to turn a weakness into a strength, to make a problem an opportunity—and to focus attention on your objectives and away from those of your negotiation partner. Here are some examples: – The completion date you propose is no good. We want to move into our new offices at the end of May. – We could do that, but the extra two weeks we proposed would mean the difference between a functional office and a fantastic one. – A 10% pay increase at this time is just not possible. – But have you considered the effect it would have on morale and productivity? That would benefit both the workers and the company. – That’s just out of our price range. – I understand where you’re coming from, but have you seen the energy rating? This is the most economical, environmentally friendly model available on the market.
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PERFORMANCE Fulfilling a training need
CLIENT Your organization needs to arrange customer-service training for 100 employees in five countries. You have been asked to get bids on two-day training programs. You have identified three vendors who seem capable of delivering the training services you need. The budget you have for this training project is $120,000, including any travel costs. You would like to complete this training as soon as possible, but no later than six months from now. You would like to have the training program delivered at your company's locations, seven in the US and two each in the other countries.
VENDOR 1 You represent Superior Training Inc., the biggest name in employee-training services. You have been delivering high-quality training programs for 25 years. Your organization is widely recognized as the market leader in your country. You provide training services worldwide—via your online classroom, at your company's training centers, and on your clients' premises. The average price for a two-day training course is approximately $1,500 per person for groups of at least five trainees plus any travel expenses. You have a team of 50 customer-service training facilitators located in Europe, the Americas, and Asia—40 of them are fully booked for the next six months.
VENDOR 2 As a former manager at Superior Training Inc., you have a great deal of experience in corporate training. You started your own company—Training for Success—three years ago, with the idea of offering companies training solutions that were more economical. Your focus is technology-enhanced and technology-delivered solutions. Although a relatively new player in the field, your organization has received high marks from leading business publications. Your award-winning customer-service training program is delivered in real time via the Internet and involves the participants in challenging group-based tasks with the meeting facilitator providing feedback on their performance. The average price for a two-day training course and participant materials is approximately $1,000, with four to eight trainees in a session. When possible, you encourage employees in different countries to join the sessions. As soon as the contract is signed, you can set up the sessions to start within three weeks.
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State the objectives of a negotiation • Unit 25 | 129
VENDOR 3 You represent Global Service Training. You have been in business for ten years and have established yourself as a key player in the field of customer-service training. You have offices in several countries, and you are adept at delivering programs to multinational corporations. Your programs are ready to go within as little as a week. you charge a flat $1,000 fee to customize the participant materials. The average price of a two-day training course and participant materials is $1,200 per participant for groups of 4-6 employees, $1,000 per participant for groups of 7-8, and $850 per participant for groups of 9-10. Meals, facility and equipment rental if needed, and facilitator expenses are extra.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, iStockphoto
130 | State the objectives of a negotiation • Unit 25
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UNIT 26 In this lesson you will ...
Make and respond to offers
Vocabulary & Expressions
Language Focus
to observe niceties preliminaries counterpart to talk (politics) to test the water within / out of the range
Language of offers in negotiations
to divulge justification to hold someone to something off-the-record reservation price to haggle
WARM-UP – – – – – – – – – – –
Hello, Mike. Nice to see you again. You, too, Paul. I’m ready to get down to business. Did you see the game last night? No, I didn’t. I was at the theater with my wife. About our deal … What did you see? The Broadway Producers. Anyway, now I’m here … I saw that last year. It was fantastic. How did the two of you like it? Could we get down to business? Oh, sure. Can I get you something to drink first? How about some coffee? That’d be fine. Now, first things first. I’d like to propose two years at $500,000 … Cream or sugar?
My notes
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VOCABULARY & EXPRESSIONS Do and don’ts of negotiation preliminaries DO • Try to establish a personal connection. • Let the other side get to know who you are. • Make small talk. • Compliment your counterpart.
DON’T • Start talking numbers right after Hello. • Let your emotions show. • Talk politics. • Make negative comments, especially if you’re the visitor.
LANGUAGE FOCUS The language of offers Making an offer—testing the water We’re prepared to offer you $3.5 million over a ten-year period. What would you say to $3.5 million over a ten-year period? Making an offer—take it or leave it Twenty-seven five is the best we can do. Twenty-seven five. That’s our offer. Responding to an offer—within the range Fifty thousand? That’s considerably more than we expected. Fifty thousand. Well, it’s a starting point. I hope you’re prepared to negotiate. Responding to an offer—out of the range That’s out of the question. If that’s your offer, it looks as though we have nothing to discuss.
My notes
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LISTENING
34
Opening offers—FAQs 1. Why is it necessary to justify an opening offer?
2. Can I be held to an informal offer or off-the-record comment I made? Why, or why not?
3. Why should I open with a high goal?
4. Is it a good idea to state a price range? Why, or why not?
5. If price is the main factor in a negotiation, under what condition can I say what I’m prepared to pay?
6. What do I do if the other side suggests completely unreasonable terms?
PERFORMANCE Make me an offer You are buying or selling one of these items. Use the information on the role card you receive to help you determine your target price, your reservation price, and your opening offer. You will then meet with your partner and begin your negotiation.
Car for sale
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Oriental rug for sale
House for sale
Make and respond to offers • Unit 26 | 133
Used car: Seller You are selling your car. The car is four years old and in excellent condition. It has 35,000 miles (56,300 km). According to several Internet guides, the car is worth about $18,000. You are moving abroad in two weeks and want to sell your car as quickly as possible. You've already spoken to a potential buyer on the phone and he / she is coming by to see it soon.
Used car: Buyer A person living in your neighborhood is selling his / her car. The car is four years old and in excellent condition. It has 35,000 miles (56,300 km). According to several Internet guides, the car is worth about $18,000. You think it would be ideal for your needs. You've also heard from another neighbor that the owner is desperate to sell. You've already spoken to him / her on the phone and are going by to see it.
Oriental Rug: Seller You recently listed an oriental rug on a classified ads website. The ad included a photo. The rug is in excellent condition. You have listed the price as “$2,500 or best offer.” After exchanging a couple of emails, an interested buyer is coming to see the rug in person.
Oriental Rug: Buyer You have recently seen an ad for an oriental rug on a classified ads website. Based on the description and the photo, you think it is the perfect size, shape, and color for your living room. The ad says the rug is in excellent condition. The price is “$2,500 or best offer.” After exchanging a couple of emails with the seller, you are going to go see the rug in person.
My notes
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House: Seller You are planning to sell your house. A neighbor of yours mentioned that he has a friend who might be interested in buying your house. Other similar houses in your area have sold for between $250,000 and $300,000. It's a popular area, and houses tend to sell quickly. You've arranged to meet with your neighbor's friend to talk about the house.
House: Buyer The neighbor of a close friend of yours is planning to sell his / her house. Your friend has described the house to you—and you think it sounds perfect. Other similar houses in the area have sold for between $250,000 and $300,000. It's a popular area, and houses tend to sell quickly. You've arranged to meet with your friend's neighbor to talk about the house.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, Berlitz, Getty Images, Getty Images, Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Make and respond to offers • Unit 26 | 135
UNIT 27 In this lesson you will ...
Overcome obstacles during a negotiation
Vocabulary & Expressions
Language Focus
take-it-or-leave-it (offer) to offend motive prepared to iron out more or less to hammer out deadlock (at an) impasse once-over
Giving an update Being noncommittal Overcoming obstacles Negotiations terms from poker. For example: poker face, to fold. (extension)
noncommittal to build momentum to put yourself in someone’s shoes rebate tension to regulate poker (extension activity) winner-take-all (card game) (extension activity)
WARM-UP
We’ve encountered an unexpected obstacle to our negotiations. Blackwell has made us a very generous take-it-or-leave-it offer. I have not said yet whether we will accept or not, but they have clearly indicated that they are not willing to haggle over this. Being a long-standing client, I do not want to offend them, but I do question their motives. Do you have any idea why they are prepared to make such a concession? I have told them I will give them an answer after lunch.
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VOCABULARY & EXPRESSIONS What’s the status of the negotiation? WHEN TALKS ARE PROGRESSING
WHEN TALKS ARE STALLED
– How are the negotiations going? – Great. We've ironed out most of the issues.
– How are the negotiations going? – Not well. We've reached a stalemate.
– Where are you with the negotiations? – It looks like we’ve got a deal. Their lawyers are reviewing the contract today.
– Are the negotiations on track? – Not exactly. We’re deadlocked over the quality control issue.
– Are we any closer to closing the deal? – The overall deal is more or less negotiated, though some details are yet to be hammered out.
– Are we any closer to signing the contract? – Not really. We’re at an impasse over pricing.
LISTENING
35
•
36
•
37
They’re being noncommittal Conversation 1 – So, are we ready to close the deal? – We’d like to give the contract (1) . We’ll (2) when we’ve made a decision to move forward. Conversation 2 – We’re really impressed with your track record. We’d love to have you on our team. . Would – Thank you very much, but I’d like a couple of days to (3) that be all right? Conversation 3 – Surely, a 15% discount for a long-term partner like us isn’t too much to ask? – Well, I (4) 15%, but let me (5) at the projections. I’ll see if perhaps we can (6) .
©2018 Berlitz Languages, Inc.
Overcome obstacles during a negotiation • Unit 27 | 137
VOCABULARY & EXPRESSIONS
Overcoming deadlock 1. Ask open-ended questions. 2. Emphasize shared goals. 3. Generate alternative solutions.
4. Stay focused on the issues. 5. Resolve issues one at a time to build momentum. 6. Try to see things from the other side’s perspective.
a.
I suggest we deal with the technical specs first. Then we can look at production issues.
b.
I think that that might be an issue we could consider at a later date.
c.
If I were in your shoes, I might feel the same. We need a solution that works for both of us.
d.
Perhaps instead of a subsidy, we might consider some kind of rebate?
e.
We’re both interested in the same thing: raising the standard of living in the downtown area.
f.
What time frame would work for you? How is this related to your schedule?
PERFORMANCE It’s not fair! You work for a large global company with offices in 25 cities around the world. The human resource policies of the company vary from country to country, largely due to the varying local labor laws that regulate certain employment conditions. Employees in the different offices often work together, and they are aware of the differences. In some offices, this has created tension. What differences could be causing tension?
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Role A You are the upper management of a global company headquartered in (name any country). In one country where you do business, there is a particular unhappiness among employees about differences in vacation time. They receive one week of paid vacation per year, but they know that in some other countries employees receive four or even five. In fact, they are so dissatisfied that they have threatened to go on strike because of this issue. If they strike for even three or four days, your business will suffer significant losses: for every day on strike, the company loses $10,000. You must find a way to avoid a strike without damaging your company's financial situation. You are meeting the employees now.
Role B You are employees of a global company in (name any country). The company pays at least 20% more than other companies in your area. You are unhappy because in your country you only get one week of paid vacation per year, but in some of the other countries where your company has operations, employees receive four or even five weeks of vacation per year! You think this is unfair. In fact, you are so dissatisfied that you and your coworkers have threatened to go on strike. You are meeting someone from upper management now.
My notes
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Overcome obstacles during a negotiation • Unit 27 | 139
Word Power Negotiations—it’s only a game Negotiations are often compared to games and competitions. Many terms used to describe negotiations come from poker, a winner-take-all card game. While Harry plays his cards close to his chest (1. ) when negotiating, Jessie doesn’t have to. Her poker face (2. ) is so hard to read that if she calls his bluff (3. ) , he’ll fold (4. ) . Sharon, however, prefers to lay all her cards on the table (5. ) . She believes it builds trust.
a.
an emotionless expression that hides one’s true feelings
b.
challenge someone to do what they have said they will
c.
be extremely secretive and cautious about one’s intentions
d.
not keep any secrets; show what you have
e.
stop playing, give in, and withdraw from the game
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
140 | Overcome obstacles during a negotiation • Unit 27
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 28 In this lesson you will ...
Discuss changes in the workplace Vocabulary & Expressions to pull up a growing number collaboration to disappear communal shift work
casual labor (labour UK) isolation isolated secure stability
Language Focus Adding information: furthermore, moreover, besides (that). For example: The typical 9-to-5 workday will disappear. Furthermore, more employees will work from home.
WARM-UP – Hello, Sanjay. How are you? How’s the weather there? – I’m fine, Paul. As for the weather, well, you know, it’s the rainy season. Did you get the file I sent you yesterday? – Sure did. I’ve made a couple of changes to one of the slides. Let me just pull that up. How is your daughter, by the way? Is she feeling any better? – Oh, she’s fine now. Thanks for asking. – OK, so, here’s the slide. As you can see …
My notes
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VOCABULARY & EXPRESSIONS Forecast: The changing work environment
Although some Online Businesses In many There are workers still go collaboration increasingly look for respects, the communal to an office, a with and hire skilled “typical” 9-to-5 workspaces growing colleagues who people from around workday has available number of form the world to work on disappeared. where people employees international projects. These Project can share work from work groups is people are employed timelines and resources home and only common. on a short-term deadlines rather than go to the office contract or freelance dictate when working from for important basis. Full-time and how much home or meetings (if at employee contracts people work. renting formal all). are often limited to a Workers have office space. small core of key more flexibility management to balance personnel. home and work commitments. What other changes in the work environment do you predict for the future?
My notes
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LANGUAGE FOCUS Adding information
The Internet allows employees anywhere to collaborate. Furthermore, work can be done around the clock. In developed countries, the population is aging. Moreover, many people are deciding to retire later. Telecommuting is convenient for many people. Besides (that), it can help companies cut costs. 1. I’m learning Polish because it would be useful in my job. I also want to learn more about the culture. → 2. A lot of our equipment needs maintenance and repairs. Some of it should simply be replaced. → 3. The training they offered didn’t actually meet our needs. And it was overpriced. →
VOCABULARY & EXPRESSIONS Types of work arrangements full-time work part-time work shift work temporary work seasonal work casual labor fixed-term contract telecommuting self-employment / freelance
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autonomy flexibility independence isolation personal development security stability cooperation supervision
Discuss changes in the workplace • Unit 28 | 143
LISTENING
38
•
39
•
40
What do you like about your work? 1. What does Brittany like about her work? a. independence
b. stability
c. flexibility
2. What disadvantages does Kyle mention? a. isolation
b. lack of supervision
c. lack of autonomy
3. What benefits does Dana refer to?
a. holidays and free time b. autonomy and security c. pay and work-life balance
PERFORMANCE Survey What do you think work will be like in the future? Think about where and how many hours people work. Come up with several statements then survey others to find out what they think. Do they agree with you? Why / Why not? Be ready to summarize your findings.
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CONSOLIDATE & APPLY
So, what is the future of work? No one has a definite answer, but given the current trends, what is certain is that work will change. And whatever the change, it is sure to be both challenging and fascinating. Some experts also believe that people will change jobs and careers more often than they do now. The old stereotype of being employed by the same company, working in the same industry, doing the same type of work for 30 years is becoming increasingly rare. Soft skills that can be applied to many different jobs will become even more important. Work-life balance, reducing commuting time, and environmental issues will greatly influence the way we work in the future. Today, more and more jobs can be done from just about anywhere; thus, quality of life is becoming a significant factor for job seakers and job changers, and will certainly dictate career choices in the future. Twenty-five years ago, jobs such as webmaster or network architect didn't even exist. Nowadays, the Internet and networks are part of our everyday lives. What will the world of work be like in the next 25 years? Information technology and communications already play a very important role in the workplace. They allow people to communicate faster, receive information in real time, and collaborate with colleagues around the world. Relationships between individuals are becoming increasingly important in business.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
Discuss changes in the workplace • Unit 28 | 145
UNIT 29 In this lesson you will ...
Discuss changes and trends in the job market
Vocabulary & Expressions
Language Focus
STEM rosy mining agriculture social assistance aging information security analyst
Making suppositions: I suppose …, I imagine …, It may be due to …, It could be a result of …, Perhaps …
physician susceptible susceptibility logistics substantial to characterize (characterise UK)
WARM-UP
My notes
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READING Where will the jobs be?
According to the US Bureau of Labor Statistics (BLS), total employment in the United States is expected to increase by 10.8% over the next decade. Nearly one-third of the total projected increase will come from the health-care and social-assistance sector. The biggest decreases during the decade are predicted for the agriculture, federal government, and utilities sectors.
Tip!
federal = national (government)
My notes
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LANGUAGE FOCUS Making suppositions
It’s interesting to note that so many jobs will come from the health-care sector. I suppose that’s because the population is aging. I imagine that more information security analysts will be needed as greater numbers of people conduct their everyday and business transactions online. The increase in the need for nurse practitioners may be due to a shortage of doctors in the future. Growth in the construction industry could be a result of people moving out of the cities to the suburbs. Perhaps globalization is driving the increased demand for more interpreters and translators.
What suppositions can you make based on the data in the chart above?
My notes
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LISTENING
41
Is your job at risk? 1. What percentage of US jobs is at high risk of being computerized?
2. How many occupations did the researchers analyze?
3. How do the researchers define “high risk”?
4. Which occupations are in the high-risk category?
5. What characterizes low-risk jobs?
6. Which occupations fall into the low-risk category?
My notes
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PERFORMANCE Preparing for the future Think about your company and / or industry and the major trends— demographics, technological change, and globalization—that will affect jobs in the future. Choose one of these trends and consider how the needs of the company / industry will change. What suppositions can you make? • Will there be an increase in demand for some jobs? Will certain jobs disappear? • How can current and future workers prepare for those changes? • What should your company / industry be doing? • Does the government have a role?
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Berlitz, Getty Images
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UNIT 30
Review OBJECTIVES LADDER
Now you can … Discuss changes and trends in the job market Discuss changes in the workplace Overcome obstacles during a negotiation Make and respond to offers State the objectives of a negotiation Decide on an approach to a negotiation Assess and follow up on a lead Network at a trade show Discuss the effects of free trade
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 151
PRACTICE
GOAL 21 Making an argument 1. Quotas restrict the availability of imports. This may boost sales of domestic products. → By 2. Governments introduce tariffs. This drives up the price of imports. → By 3. Subsidies make domestic products cheaper to produce. This make exports more competitive. → By 4. Will we sign the free trade agreement? What will we gain? → What
GOAL 22 We have been trying to find a new office building, but we haven’t found one yet 1. We (look) a new supplier because our previous one business recently. 2. Lily earlier
(go) out of
(meet) dozens of people at the trade show so far. The people she was talking to (work) in the automobile industry.
3. Our company (come) to this particular trade fair since 2006. We (do) a lot of business here. 4. They 5. We
(not attend) this year’s event because of budget cuts. It seems they (not do) very well lately. (not have) a stand. We
(just be) here as visitors.
My notes
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GOAL 23 1. How long are we going to have to 2. When you
these terrible conditions?
that, can you pass it on to Richie? He’d like to see it, too.
3. Because of all the negative publicity, the decided not to 4. This is a great deal! You don’t want to 5. I’ve asked Monica to
the merger deal.
it, do you?
me while I’m in Las Vegas.
6. We’ve got pretty high expectations. Do you think you can
miss out on
put up with
GOAL 24
get through with
42
43
•
•
44
•
go through with
them?
fill in for
live up to
45
A hard look at a hard time 1. The problem is
.
a. a hard nut to crack
b. hard-nosed
2. The negotiator was given a. a hard look
for offering a big discount.
b. a hard time
3. Helen learned about project management a. the hard way
b. hard sell
4. It seems the buyer
bargain.
a. drives a hard
b. hard drives a
©2018 Berlitz Languages, Inc.
.
Review • Unit 30 | 153
GOAL 25 Let’s reframe that 1. Six weeks? We were hoping to have this done in a month. 2. I’m afraid this place is a bit farther from the city than we wanted. 3. I think we could find cheaper parts for our equipment online. 4. I really want to sell the company as quickly as possible. 5. Your fees are just too high. I’m afraid I’ll need to get another bid before negotiating further.
a. We think that’s unlikely, but we’d be happy to hold your order until you’re ready to proceed. b. But the public transportation is excellent – and you get twice as much home for your money here as you would closer to town. c. Well, we could do that. But the extra two weeks would make the difference between a good job and a great one. d. It’s possible you’ll find better rates, but our trainers are the best in the industry. e. I understand your position, but have you considered how your employees and loyal customers will react?
My notes
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GOAL 26 Is that an offer?
offer: testing the waters
1.
$75 an hour is the best we can offer.
2.
What would you say to $500,000?
3.
$200 per piece? That’s out of the question.
4.
That’s a start. How about $25,000?
5.
Ten thousand. That’s our final offer.
6.
It looks like there’s nothing left for us to talk about.
offer: take it or leave it
response: out of range
response: within range
GOAL 27 An update The negotiations with Blackwell are back on track. We’ve managed to overcome the we experienced yesterday. The issue concerning delivery times has been . We are now about prices. We will try to the quality control question tomorrow. If there are no more major obstacles, I think we will have a by the end of the week. I’ll keep you posted.
hammer out
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haggling
ironed out
more or less
deadlock
deal
Review • Unit 30 | 155
GOAL 28
46
•
47
What do you like about your work? 1. Stephanie likes working for a small company because she much more about . Besides that, the staff is 2. Jeffrey works as a freelancer but misses the doesn’t get a . Moreover, he has to pay
and she is learning ; it’s like a . of being a company employee. He .
GOAL 29 I suppose 1. Is the unemployment rate high because of the recent factory closures? (may be due to) →
.
2. Will the retirement age increase because there are fewer and fewer younger workers? (I suppose) → . 3. Will we all be driven around in driverless electric cars one day? (I imagine) →
.
4. Is the predicted increase in health care jobs being driven by the needs of the older population? (Perhaps) → ? 5. Might the recent political unrest cause disruptions to travel and tourism? (could be a result of) → .
My notes
156 | Review • Unit 30
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YOUR TURN!
GOAL 21 What is your argument?
Role A You are an elected government official. Today you will be debating whether to enter into a free trade agreement with a distant developing country. You think your country should sign the agreement. Below are some arguments in favor of free trade. Before the discussion begins, add two or three arguments to the list. - Greater product variety, lower prices - Increased competition leads to lower prices, higher quality - Increases jobs in exporting sectors
Role B You are an elected government official. Today you will be debating whether to enter into a free trade agreement with a distant developing country. You think your country should not sign the agreement. Below are some arguments against free trade. Before the discussion begins, add two or three arguments to the list. - Cheap imports drive domestic products out of the market - Increased competition would hurt struggling industries (e.g. agriculture) - Decreases jobs if domestic companies cannot compete with foreign imports
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GOAL 22 An opportunity to network You will be attending a one-day trade show in another country and there will be lots of opportunities to network there. Prepare a list of at least five questions that you could ask when speaking to people. Keep in mind that you don’t just want to make new contacts; you’d like to find a few new business leads, as well. 1. 2. 3. 4. 5.
GOAL 23 Following up
Role A You are G. Bowman and you work at Gracious Teas, Ltd. A few weeks ago you sent your catalog and some samples of your teas to M. Parker, the manager of the Wyatt Hotel. You met Mr. / Ms. Parker at this year’s Hospitality and Catering Trade Fair and, based on your conversation, the Wyatt Hotel seemed like a fairly hot prospect at the time. However, you have not had any response from M. Parker or the Wyatt Hotel since you sent your samples. Today you are going to call and follow up. Before you make your call, write down at least three questions you would like to ask.
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Role B You are M. Parker, the manager of the Wyatt Hotel. About a month ago, you attended the Hotel and Catering Trade Fair. where you met G. Bowman from Gracious Teas, Ltd. Following the event, Mr. / Ms. Bowman promptly sent you the catalog you requested as well as a selection of the company’s teas. You placed the teas in several of your guest rooms, and the feedback was very positive. In fact, you would like to order some of their tea caddies for your executive suites. Unfortunately, this has been an extremely busy time for you, and you have not been able to get back in touch with G. Bowman (although it is on your list of things to do). Your phone is ringing. Answer it.
GOAL 24 What’s the best approach? You represent Karner Industries, a leader in the bio-tech field. You have been following the news about Apex Apps, a cutting-edge software developer. Apex Apps has recently patented a program that could revolutionize the way companies do business. The program has received a lot of media attention. You work in a highly competitive industry. Not too long ago, a competitor gained an advantage over you by negotiating exclusive rights to a new technology. You’ve promised yourselves not to let this happen again. You would like to negotiate a deal with Apex Apps to license the rights to their new software. Apex has agreed to a preliminary discussion. Discuss the approach you should take during your talks with Apex.
My notes
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GOAL 25 Negotiation objectives Choose one of the situations, then decide what your negotiation objectives would be. • You have been working at your company for three years and your salary is the same as when you started. You would like a raise. • A supplier you deal with has informed you that they will be raising their prices by 25% from the beginning of next year. You are a long-time customer of theirs and you feel this rate increase is a little steep. • You would like one of your employees to manage a very important project. When you checked his / her availability, you noticed he / she is scheduled to be on vacation right when the project would start. You really want him / her on this project. Objectives Top-line objective (best-case scenario): Target objective: Bottom-line objective: Walk-away position: BATNA:
My notes
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GOAL 26 Making and responding to offers
Role A You represent a television production company that produces a reality show that follows the lives of young professionals sharing an apartment. Every year, the program is filmed in a different country. You produce 18 episodes of the program at each location. The program is shown in 20 countries worldwide. You planned to begin filming in your current location two months from now and are currently renovating the apartment which will be used. Yesterday, you were surprised to hear that the city’s labor unions are picketing the site because you have hired non-union contractors for the first phase of the renovation work. This is the first time you have had such a conflict and you are not happy about the negative PR this is creating. Furthermore, your contractors feel uncomfortable crossing the union’s picket line. Later in the day, you contacted the city’s mayor and announced your intention to move the program to another city. The mayor assured you that the problem could be solved, and asked you to postpone making a decision for 24 hours. You do have another city lined up, but moving to a new location would be expensive and would set production back several months. This morning the mayor called to request a follow-up meeting. Before the mayor arrives, think about what the mayor would have to offer to get you to stay in the city.
My notes
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Role B You are the mayor of your city. A television production company is planning to film a popular reality show in your city. The program follows the lives of young professionals sharing an apartment. Every year, the program’s 18 episodes are filmed in a different country and are shown in 20 countries around the world. The filming of this program would mean a lot to your city. It is estimated that the production could bring in nearly $2 million in revenues for the city. Moreover, this would be some of the best PR your city has ever had. Filming is scheduled to begin in two months. Earlier this week, you had calls from union leaders complaining that the production company hired non-union contractors to renovate the apartment that will be used. Yesterday, union workers started picketing the apartment site. Within hours, the television production company called threatening to move production to another city. You assured the production company that you could solve the problem within 24 hours. After working all night with your staff, you have the following solutions to propose: • request that the production company hire union workers for later phases of construction and renovation • a 50% reduction on the city wage tax applied to anyone who is employed within the city limits (this could mean a six-figure revenue loss for the city)
My notes
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GOAL 27 Overcoming obstacles
Role A You are the owner of a small company that has an office on the first floor of an older building downtown. The location is ideal for you because it is easy to reach for your customers and, being located on a side street, is fairly quiet. That is, it was fairly quiet until recently. About a month ago, a dance studio took over the office above you. All day long you have to put up with the music and the thumping and jumping that goes on upstairs. The constant noise is distracting to you and your customers. You have asked the studio to turn down the music and to consider doing something with the floors to reduce the noise, but nothing has happened so far. You complained to the owner of the building, but he says if you’re not happy, you can always look for a new location. You have asked again to speak to the dance studio owner. You would like to find a solution that is good for both of you.
Role B You are the owner of a dance studio. Recently you moved into a location on the second floor of an older downtown building. The location is ideal for you because it is easy to reach for your customers and the wood floors are perfect for the dancers. You thought everything was going well, but then one of the business owners from the first floor came to complain. Apparently, the music and the noise of the dancers is disturbing the people in the office below you and their customers. The owner suggested you turn down the music and do something to reduce the noise coming from the studio. You did try lowering the music volume, but the dancers couldn’t hear it well enough. Replacing or insulating the floors would be too expensive for you. You have agreed to speak with the owner of the business below you again. You would like to find a solution that is good for both of you.
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GOAL 28 The changing workplace Choose one of the situations below. With your partner, discuss the advantages and disadvantages of the situation to a) business, and b) workers. Be ready to summarize your discussion. 1. Rather than hiring full-time employees, businesses hire people to work on specific projects. These people are employed on a temporary contract or freelance basis. Employment ends when the project ends, or the workers are given a new contract for the next project. 2. Businesses are downsizing their physical offices and are encouraging employees to work from home. Employees collaborate with each other online or by phone. The company maintains meeting facilities and equipment for those occasions when face-to-face meetings are necessary. 3. Companies increasingly look to hire the best people for the job—independent of where they are located. More and more work is done by teams and work groups whose members live in different countries. All communication is done online via email, online phone calls and conferences, and instant messaging.
My notes
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GOAL 29 What do you think about the job market In many countries we see similar types of stories about employment: on one hand, there is high unemployment in certain segments of the population; on the other hand, there are businesses that cannot find people to fill the open positions they have. • Why do you suppose this is? • In your opinion, what needs to be done to overcome these situations? • Can you think of any solutions that would work toward solving both issues? • What will happen if nothing is done? Discuss your views with a partner.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
Review • Unit 30 | 165
UNIT 31 In this lesson you will ...
Discuss the impact of external factors
Vocabulary & Expressions
Grammar Item
nationalization (nationalisation UK) privatization (privatisation UK) basis point belt-tightening external environmental factor PEST analysis political stability population growth age distribution lifestyle trends intellectual property rights
Describing implications: modals + adverbs. For example: If we increase prices, customers may possibly shop elsewhere.
respective an arm and a leg (extension activity) to jump on the bandwagon (extension activity) Your guess is as good as mine.(extension activity) to cut corners (extension activity) on the ball (extension activity) a hot potato (extension activity)
WARM-UP
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Tip!
One basis point = 0.01% Ten basis points = 0.1%
VOCABULARY & EXPRESSIONS What is a PEST analysis? Political: government regulations / legal issues affecting operations
Economic: economic issues affecting profitability, financing, and sales
• tax policies • political stability • trade regulations • employment laws • safety regulations
• economic growth • exchange rates • inflation rates • interest rates • unemployment figures
•
•
Tip!
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Social: demographic and cultural issues affecting demand for products
Technological: technology issues affecting production, distribution, and innovation
• population growth rates • age distribution • attitudes toward work • lifestyle trends • education
• access to technology • new technologies • funding of R&D • intellectual property rights
•
•
•
•
•
•
Variations on PEST: STEEP = PEST + environmental factors PESTLE = STEEP + legal factors
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GRAMMAR Describing implications If the government increases taxes, we …
↑
must definitely
look for ways to reduce costs.
will most certainly have to
raise our prices.
should certainly
postpone our expansion plans.
almost certainly won’t be able to
pay out dividends next year.
may possibly need to
cut back on staff.
probably ought to
consider investing elsewhere.
likely
unlikely ↓
VOCABULARY & EXPRESSIONS What can we do? Factor
Implications
Possible actions
ECONOMIC Coffee bean harvest severely affected by poor weather; wholesale prices may rise by 20%
Increased supply costs will affect our pricing; may affect demand, lead to loss of customers
Loyalty card program—for example, every 10th cup free; promote other, less expensive coffees; more heavily promote less expensive coffee + milk beverages (for example, lattes)
SOCIAL Increasing demand by consumers for green and fair trade goods; customers more informed, more critical of products, and asking more questions about product origins
Increased demand for our products, which are already green and fair trade
Campaign / promotion showing where coffees come from, how cups are made, how we dispose of waste, and so on
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PERFORMANCE Domestic situation update You work for an international company whose headquarters is located outside your country. You are on a worldwide strategy team that prepares regular reports on respective domestic issues that may affect the company. It’s almost time for you to make one of those reports. As a part of the process, you and your team do a PEST analysis. Your team is meeting in a few minutes. Before that, think of one issue (political, economic, social, or technological) that you feel may have an impact on the company. What are the possible implication(s)? What is your suggested course of action?
My notes
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Word Power Expressions you can use when talking about issues 1. Jumping on the conservation bandwagon will cost us an arm and a leg! 2. Promoting lattes will kill two birds with one stone—we’ll use less coffee and sell at higher margins. 3. What’ll happen when the government increases taxes? Your guess is as good as mine! 4. Jim doesn’t think we should cut corners when we manufacture our newest smartphones. 5. I suggest we put William in charge. He’s really on the ball when it comes to employment laws. 6. Safe disposal of hazardous and toxic waste is a hot potato.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, Age Fotostock
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 32 In this lesson you will ...
Discuss global trends
Vocabulary & Expressions
Language Focus
podcast by all means rooted in something to gain momentum to touch on to come into one's own established twenty-odd 20 plus rapid to blur the boundaries
Future perfect Time expressions used with future perfect Adjective suffixes: -able and -ible
clean-tech to mainsteram sustainability to surpass digital information purchasing power situated to tap into know-how think tank
WARM-UP
What global trends do you think will change the way business operates?
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LISTENING
48
•
49
Global trends Clean-tech and energy Demographics Emerging markets Technology
GRAMMAR Future perfect By 2050, the world’s population will have surpassed 9.5 billion people.
By the time Bill gets here, Mary won’t have finished her report. By this time next year, we will have fully implemented our strategy. Come December, the company will have been in business for 150 years. As of this time tomorrow, we will have made our decision.
by 2030
China’s energy needs
44 trillion GB
increase
by 2035
the amount of digital information created per year
75%
rise
by the end of the decade
the purchasing power of the global middle classes
100%
reach
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READING How are we situated?
1.
We have developed strategies to better tap into the know-how of older, more experienced workers, and to train current workers in the skills they will need.
2.
We have the right talent, cultural understanding, experience, and skills to create relationships with key stakeholders in the most important emerging markets.
3.
We are aware of and monitoring the opportunities and risks the transformation to a more resource-efficient and low-carbon economy will bring to our industry.
4.
We are satisfied with our ability to leverage new technologies, and we are developing products and services for multiple platforms.
STRONGLY AGREE
STRONGLY DISAGREE
My notes
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PERFORMANCE Are we ready for the future? You are a member of a special in-house think tank. It’s your team’s job to assess global trends, which may have an impact on your industry or your business. You have recently been looking at some of the top trends identified by a consulting firm. A survey was sent to all the members of the team as preparation for your monthly meeting. Below is the agenda for the meeting. Agenda 1. Go over survey results 2. Decide which areas need strengthening 3. Brainstorm measures 4. Finalize a list of recommendations Before the meeting begins, review your survey answers and jot down several measures you would like to put forward.
My notes
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Word Power Adjective suffixes: -able or -ible? account
deduct
indistinguish
suscept
desir
measur
sustain
applic
elig
percept
tang
approach
flex
prefer
transfer
consider
feas
respons
advis
vulner
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Thomas Stefflbauer, Berlitz
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 33 In this lesson you will ...
Assess options while considering business ethics
Vocabulary & Expressions
Language Focus
ethics spec’d to cost a bundle to beef up We’ll cross that bridge when we come to it. When in Rome, do as the Romans do. to prohibit to ban
Evaluating options. For example: Is this the best course of action? Is it in line with our values?
dilemma to pad (an expense account) reference domestic harm to benefit minimal to be in line with headhunter
WARM-UP – I noticed that some of the equipment spec’d for the plant in Distopia doesn’t quite meet our environmental standards. – Yes, but it meets theirs. When in Rome, do as the Romans do. Besides, if we had to install the same equipment we use here, it would cost us a bundle. – But sooner or later, they’re going to have to beef up their standards. And then we’ll have to pay to upgrade the equipment. – We’ll cross that bridge when we come to it.
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READING What’s the dilemma? 1. Issue: Dilemma: A few weeks ago, I started working at a large company. Recently, I’ve discovered that many of the people in my department routinely pad their expense reports and claim overtime hours they didn’t actually work. My supervisor is also involved. He jokes that it’s a “fringe benefit” and that it makes up for his low salary. According to him, everybody does it and the company doesn’t care. 2. Issue: Dilemma: Last month, I had to fire one of my staff members for repeatedly being absent from work because of a drinking problem. Yesterday, she sent me an email to tell me she had put my name as a reference for a job she’d applied for. In her letter, she said she had quit drinking and begged me to give her a good reference. As a single mother with three children, she really needs the job. 3. Issue: Dilemma: The government has recently banned the sale of one of our products because of health and safety concerns. We are still allowed to manufacture the product, but we cannot sell it to domestic wholesalers or retailers. This product, however, has not been banned in our overseas markets, and we are not prohibited from exporting it to these markets. If we were to discontinue production altogether, we would have to lay off hundreds of people. 4. Issue: Dilemma: Our company has a manufacturing plant in a developing country. Child labor is legal there, and the plant manager has asked whether or not he can hire some local children to work in the factory. According to the plant manager, these children need the money to help support their families. They wouldn’t work more than six hours a day, and they would receive a free hot meal every day in addition to their wages. Stakeholders: Potential consequences: Options:
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LANGUAGE FOCUS What’s the best course of action?
Evaluate your options by asking questions such as these: • Which of the options benefit the company most while doing minimal harm to others? • Which option best respects the interests of all stakeholders? • Which options are in line with our mission, values, and operating principles? • What kind of impression would be made with each option?
READING Identifying an unethical decision: The smell test The “smell test” is an informal test to determine whether a decision is ethical or not. It focuses on how we would react to the opinions of others and the emotions we would feel. If we feel guilt, embarrassment, or shame, then the course of action we are considering is probably an unethical one. The test: • What would the situation “smell like” if it appeared as a top news story on TV? • Would you want to see your or your company’s name connected with the story? • Would you tell your mother or grandmother about it?
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PERFORMANCE What would you do? 1. A supplier you work with has offered you an all-expenses-paid trip to Bali to attend a professional conference. Do you accept the offer or not? 2. A headhunter has invited you in for job interview. You aren’t really considering changing jobs, but you said yes. Will you tell your boss, or just call in sick the day of the interview? 3. In addition to her regular job at your company, a coworker of yours has a small business. You know that she sometimes takes care of her own business during company time. Should you say something? 4.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images
©2018 Berlitz Languages, Inc.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 34 In this lesson you will ...
Discuss the benefits of corporate social responsibility Vocabulary & Expressions
Language Focus
corporate social responsibility (CSR) conscientious downside over and above compliance wider society philanthropy greenhouse gas emissions higher caliber (calibre UK) shelter
Terms and expressions related to CSR Describing benefits
outreach to be charged with adoption cooperative gender equality to throw away diapers (nappies UK) toilet paper roof tiles upholstery filling turf
My notes
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WARM-UP
The one and only social responsibility of business is to use its resources and engage in activities with the primary goal of increasing its profits ... – Edward Hendriks, Economics Professor, Springfield University
Corporate social responsibility is a conscientious business decision. We don’t do it because it is a nice thing to do or because people are forcing us to do it ... it is simply good business. – Mary Fitzpatrick, Former CEO, Superior Products
A good company delivers high-quality products and services. An outstanding company does that and works hard to make the world a better place. – Casey Portman, Executive Chairman, Lipper Beverage Co.
My notes
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READING What is CSR? Essentially, Corporate Social Responsibility (CSR) describes how a business takes account of its economic, social, and environmental impacts in the way it operates—maximizing the benefits and minimizing any downsides. Specifically, we see CSR as the voluntary actions that business can take, over and above compliance with minimum legal requirements, to address both its own competitive interests and the interests of the wider society, which includes its customers, employees, communities, and stakeholders. The focus of CSR initiatives generally falls into one or more of the following categories: • Community • International • Environmental • Workplace Source: Department for Business, Innovation & Skills (UK)
LISTENING
50
The benefits of being socially responsible GENERAL BENEFIT 1. 2. 3. 4.
SPECIFIC BENEFIT TO COMPANY
BENEFIT TO STAKEHOLDER
My notes
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READING CSR in action Feed the Pets. The Anileri Corporation’s Feed the Pets Project supplies participating animal shelters with 100% of their core pet food needs at absolutely no cost. This can save the shelters $30,000 to $100,000 a year. By removing food costs from their budgets, the shelters can focus on what really matters—finding loving homes for more of their dogs, cats, and other pets. Anileri also works with these shelters to conduct marketing and community outreach efforts, such as hosting adoption fairs. Synertech’s “Worthwhile Waste” initiative’s aim is to change the way waste is viewed—from something thrown away to something with value—and one day to make zero waste a reality. One of the focus areas is the elimination of production waste. Key to this effort is the company’s Asset Recycling Team, who is charged with finding external partners who can turn waste into something useful. Some examples: • Waste from the toilet paper plant in India is used to make roof tiles for the local community. • Scraps from a South African diaper-manufacturing site are converted into upholstery filling. • In Australia, rubber is turned into turf / mulch for commercial use. Over the past five years, the team’s work to find worth in waste has created over $40 million in value for the company. Beeraley Foods is encouraging more female farmers in developing countries to take up leadership roles in farming cooperatives as part of its commitment to promoting gender equality and education for women and girls. The company has launched a program to train more than 1,000 women in better agricultural practices at the same time as developing their confidence and business skills. Currently, Beeraley is working with a number of cooperatives in South America and Africa with the aim of seeing that women hold at least one-third of all leadership positions within the cooperatives.
My notes
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PERFORMANCE A new, socially responsible initiative Your company is looking for ideas for a new CSR initiative. It is already active in the international field and would like to focus on issues closer to home. Therefore, it is reaching out to employees for suggestions for local environmental initiatives, workplace initiatives, and community programs. Choose a focus. Then come up with a suggestion that is in line with both the company’s values and your values. Define who the stakeholders are and identify how both they and the company would benefit from this initiative. Be ready to present your suggestion.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
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©2018 Berlitz Languages, Inc.
UNIT 35 In this lesson you will ...
Discuss attitudes toward whistle blowing
Vocabulary & Expressions
Language Focus
whistle-blowing whistle-blower to disclose disclosure wrongdoing to misappropriate misappropriation to cover up former to leak to indict (charge UK)
Stating circumstances: Review of unless, if and only if, (not) even if, under no circumstances, by no means
to rock the boat to retaliate retaliation stigma traitor to blacklist chain of command magnitude to land libel anonymous(ly)
WARM-UP
Whistle-blowing the disclosure by a person, usually an employee in a government agency or private enterprise, to the public or those in authority of mismanagement, corruption, illegality, or some other wrongdoing.
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VOCABULARY & EXPRESSIONS Who’s the whistle-blower?
LISTENING
51
•
52
Blowing the whistle: Pros and cons POSITIVE OUTCOMES
NEGATIVE CONSEQUENCES
What to consider before making a disclosure 1. 2. 3.
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LANGUAGE FOCUS Under what circumstances would you file a report?
I wouldn’t file a report unless I could do it anonymously. I would disclose wrongdoing if and only if it was seriously harming many people. If making a disclosure were the right thing to do, I would do it even if it might cost me my job. I wouldn’t report corruption even if someone paid me. The risks are too great. Under no circumstances would I leak information. I’d go to my boss first. By no means would I speak to my supervisor. I’d rather go to someone outside the organization.
My notes
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PERFORMANCE A whistle-blowing survey As part of its CSR initiative, your company is considering updating its code of ethics to include a whistle-blowing policy. First, however, the management would like to get a feel for employees’ attitudes toward the issue. They would like to know to what degree and under what circumstances employees would feel comfortable “blowing the whistle.” They have asked you and your team to put together a survey. Some of the items you might address are the following: level of secrecy support from upper management severity of wrongdoing / misconduct retaliation anonymity rewards reporting chain / procedures public disclosure action taken to correct the situation
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Berlitz
188 | Discuss attitudes toward whistle blowing • Unit 35
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©2018 Berlitz Languages, Inc.
UNIT 36 In this lesson you will ...
Describe the attributes of a leader
Vocabulary & Expressions
Language Focus
to have what it takes (super)hero trait mentor charisma compassion courage integrity open-minded correlation
Personal qualities and traits of leaders
outrage against (injustice) to empower invariably moral compass diligent persistent reflective sound (decision) to lay the blame to look out for (someone’s) well-being
WARM-UP – I see Ted has applied for the position of Technical Director of North America. – Yes, but I’m not sure he’s the right person for the job. – Why is that? – Well, Ted is an excellent manager, but I just don’t think he’s got what it takes to be a strong leader.
My notes
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LISTENING
53
The traits of a leader A GOOD LEADER SHOULD BE A … good listener mentor people person risk taker role model superior communicator
HAVE … charisma compassion courage diverse experience good judgment integrity
BE … dependable enthusiastic flexible honest open-minded passionate
VOCABULARY & EXPRESSIONS So, what’s a manager then? Managers may have the qualities of a leader, but the role of the manager is different from that of a leader. Managers … • are problem solvers. • are persistent, diligent, and analytical. • are concerned with how things get done. • are action-oriented and dislike reflective activities. • adopt impersonal attitudes toward goals. • seek order and control. • will fix problems immediately, often without considering their significance.
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READING Principles of leadership 1
KNOW WHAT YOU CAN AND CAN’T DO AND ALWAYS WORK ON SELFIMPROVEMENT • whether you like it or not, you are a role model
6
GET TO KNOW THE PEOPLE ON YOUR TEAM; TAKE CARE OF THEIR WELLBEING • if you don’t care about them, they will never care—no matter what
2
BE PROFICIENT AT WHAT YOU DO • know your job; know as much as possible about your employees’ jobs
7
TRAIN YOUR EMPLOYEES AS A TEAM • stress commitment to the team and develop a sense of responsibility toward tasks
3
REQUEST AND TAKE RESPONSIBILITY • look for ways to guide your organization to new heights
8
MAKE SURE THAT TASKS GET DONE • check team’s understanding and supervise
4
TAKE RESPONSIBILITY FOR YOUR ACTIONS • when things go wrong, look for solutions; don’t lay the blame on others
9
KEEP YOUR TEAM INFORMED • know when, what, and how to communicate at all levels of the organization
5
MAKE SOUND AND TIMELY DECISIONS
10
USE YOUR ORGANIZATION’S FULL CAPABILITIES AND ALL THE RESOURCES AT YOUR DISPOSAL
My notes
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PERFORMANCE Could you come to my office? You are a new CEO of a large multinational cooperation. In your previous job, you always invited employees into your office to ask them to share their ideas on what changes they think the company needs to make. You have discovered many interesting ideas this way, and you plan to continue the practice in your new position. You have also met some very talented people this way and have been able to help them develop their careers. Anyone whose ideas you decide to implement is invited to participate in the project. This has given you the opportunity to work with and develop the leadership skills of many members of the organization. Today is one of those days when you would like to hear some ideas. Call a middle manager you haven’t met yet and invite this person to come to your office and share some ideas for change.
My notes
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CONSOLIDATE & APPLY Leadership self-assessment survey Would you like to be a leader? If you are a leader, how do you feel about it? This survey will provide you with some feedback about your feelings about leading others. For each item, rate yourself on a scale of 1 to 5: 1 = never; 2 = rarely; 3 = sometimes; 4 = usually; 5 = always.
1
2
3
4
5
1. I understand and can explain rules and regulations. 2. I am effective at implementing change in the workplace. 3. I know how to develop goals and carry them out. 4. I am good at solving problems. 5. I enjoy collecting and analyzing data. 6. I admit when I make a mistake and correct it. 7. I don't mind asking others for advice. 8. I am comfortable when speaking or writing memos to others. 9. Giving directions comes naturally for me. 10. I can delegate work to others. 11. I am effective at handling complaints. 12. I am able to resolve conflict in the workplace. 13. I enjoy working with a team. 14. I am comfortable setting and meeting deadlines. 15. I enjoy appraising employee performance and giving feedback.
Total score:
My notes
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Word families Noun, person judge communicator
Noun, thing judgment charisma
(role) model mentor
courage
Adjective judgmental
Verb to judge
honest enthusiastic
experience compassion passionate open-minded dependable
“Laura is a good judge of character. Everyone trusts her judgment. She is never judgmental, however. She carefully judges all possibilities before making a decision.”
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Berlitz, iStockphoto, Getty Images
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UNIT 37 In this lesson you will ...
Describe leadership styles
Vocabulary & Expressions
Language Focus
to mentor to be cut out to be / for to show promise as we speak to direct bossy to have the final say (in …)
Terms to describe styles of leadership: authoritarian, participative, delegative Giving advice
to be regarded as hands-off a shambles bunch to figure (something) out to bicker
WARM-UP – Lucy, you’ve been mentoring Sid for a while now. Do you think he’s cut out to be a leader? – I think he shows quite a bit of promise. He’s well liked, open, and enthusiastic. People listen to him. – And on the downside? – He still needs to work on adapting his leadership style for different situations. But we’re working on that. In fact, he’s working with the trainee as we speak, and tomorrow he’ll be with Fred and me.
My notes
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READING Leadership styles 1. Leaders using this style clearly state what needs to be done, how it should be done, and by when. The leader is in charge and directs the other group members. These leaders make decisions with little or no input from others. WHEN TO USE: This style is best used when there is little time for group decision making, and / or the leader is the most experienced or expert person in the group. PROS: Can be very effective when quick, decisive action is required. CONS: Leaders may be regarded as bossy; solutions may be less creative. 2. Leaders using this style make group members feel like they are an important part of the team. They participate in the group and allow input from other group members. They offer guidance rather than dictating what should be done; however, they leave the final say for themselves. WHEN TO USE: This style is best used when group buy-in is important or when creative or alternate solutions are required. PROS: Group members feel involved and are thus more motivated and creative; their contributions may be of a higher quality. CONS: Group members may be less productive; the decision-making process is longer. 3. Leaders using this style take a hands-off approach and offer the group little or no guidance. Decision-making authority is given to the group or individuals within the group. WHEN TO USE: This style is best used when group members are highly qualified or experienced, self-motivated, and require little or no direct supervision. PROS: For experienced group members, a sense of responsibility, authority, and personal achievement. CONS: Without guidance, groups may lack direction, motivation, and a sense of accountability; production among self-starters might be higher, but less-experienced staff may feel frustrated and become unproductive.
Authoritarian / Autocratic
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Delegative / Laissez-faire
Participative / Democratic
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LISTENING
54
•
55
•
56
What was the problem?
Alana Style used: Better option:
Leon
Candice
Style used:
Style used:
Better option:
Better option:
VOCABULARY & EXPRESSIONS Can I ask your advice? Leadership Style DOs
Leadership Style DON’Ts
•
•
•
•
•
•
My notes
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PERFORMANCE What approach will you take with them? Think about two or three different types of tasks where you work together with colleagues in groups or on teams. Who is involved in these tasks? What is the knowledge and experience level of the participants? Your company has a mentorship program, the aim of which is to groom future leaders. You are participating in this program. As part of the program, you have been asked to lead, for the first time, one of the tasks you identified. What style(s) of leadership will you use? Why? Discuss this with your mentor.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Age Fotostock, Age Fotostock, Age Fotostock, Age Fotostock
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UNIT 38 In this lesson you will ...
Offer and respond to congratulations
Vocabulary & Expressions
Language Focus
to congratulate to deserve to toast house brand (own brand UK)
Offering and accepting congratulations Prepositions (review): for, in, of, on, through, up, with, within (extension)
in order to honor (honour UK) a commitment to stink (up) at the helm
WARM-UP – Hey, I heard about the job. – Thanks a lot. I’ve been working toward this for a long time. – And you deserve it! When will you officially start? – At the beginning of next month. – I’m sure you’ll do a fine job. Good luck.
My notes
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LISTENING
57
To the future! 1. What was the Board impressed with?
2. What was Donna Williams from Shop Way interested in?
3. What did Allison congratulate Peter on?
4. What will Peter end up doing for AP?
5. What is UEI going through at the moment?
6. For what kind of person are there opportunities within UEI?
7. What new positions will they be creating? at what level?
8. What would this mean assuming responsibility for?
9. What did Allison and Peter drink a toast to?
My notes
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LANGUAGE FOCUS Congratulations
– Let me offer you my congratulations on your appointment. I’m sure you will do a fantastic job. – Thank you very much. I appreciate the kind words. – On behalf of the department, I’d like to congratulate you on your tenth anniversary with the company. – Thank you to everyone. It’s been a great ten years. – Congratulations on your promotion. I can’t think of anyone who deserves it more than you. – Thank you. I’m really looking forward to the challenge. – I heard your design won the top award. Congratulations! You must be very proud. – Thank you. I can’t quite believe it myself! – It looks like congratulations are in order. Vista’s signed the contract! Great job! – It was tough work, but we got there in the end. – Congrats on being named team leader. I think you’ll be great! – Thanks so much. I can’t wait to get started!
Useful Expressions Congrats. Well done! Nice going!
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Way to go! You did it! You made it!
Hats off to you. The sky’s the limit. We’re so proud of you.
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READING
Offering congratulations to a new leader Dear Sharon,
“Make commitments and honor them. Don’t treat the receptionist any differently than the Chairman of the Board. And don’t smoke too many cigars—they stink up the place.”
I wish you every success as Chief Executive Officer of CompWorks, Sharon.
In your email, you asked me what I think you need to know about leadership. I think you know it all, my friend. But I hope you won’t mind if I tell you what my father told me when I took over at Bertram 25 years ago. He said …
Congratulations on the exciting appointment! As I kept telling you, it was only a matter of time until someone figured out that you should be at the helm.
Warmest regards, Tony
PERFORMANCE Good luck! You belong to a professional social networking site. You have just received a notification that a good friend of yours has just been named the CEO of an international nonprofit organization. Draft an email to your friend. In your message, … • offer your congratulations. • share one or two pieces of friendly advice. • wish your friend luck in the new position.
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FR TO SUBJECT
My notes
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Word Power For, in, of, on, through, up, with, or within? – I would like to congratulate you (1) – Thank you. I’ve been interested (2) – I’ve always been impressed (4)
your new position. photography (3) your talent.
a long time.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): Getty Images, Getty Images
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc.
UNIT 39 In this lesson you will ...
Bid farewell to colleagues
Vocabulary & Expressions
Language Focus
to bid farewell farewell party to throw (a party) to hear … through the grapevine to beat around (about UK) the bush to get the wrong end of the stick a little bird(ie) told me to drop (someone) a line to give (someone) a ring Have you got another job lined up? You bet!
Tenses used to talk about the future (review) Expressing rumors
to fill someone’s shoes to put one's foot in one's mouth (extension activity) to talk at cross purposes (extension activity) to get your wires crossed (extension activity) a slip of the tongue (extension activity) to do something on the q.t. (extension activity) touchy subject (extension activity)
WARM-UP So, Ellen, this is it—your last day with us? New opportunities await! We’re all going to miss you, you know that? I’ll miss all of you, too. It’s been a good five years. We’ve arranged a little farewell party for you at lunchtime. Will you come? – I wouldn’t miss it for the world. – – – – –
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Word Power A few ways to express rumors 1. I heard it through the grapevine that you’ll be leaving us. 2. I don’t want to beat around the bush, but I’ve decided it’s time for me to move on. 3. I think you’ve got the wrong end of the stick. Stan’s not quitting; he’s being transferred. 4. A little birdie told me Cassandra’s being considered for a promotion.
My notes
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READING Moving on appreciate
enjoy
hear
give
invite
leave
reach
take up
FR
Bill Jensen
TO
Friends
SUBJECT
Moving on
Dear friends, You may already (1) the news, but I wanted to take a moment to let you know that I (2) my position here at Rozier, Inc. I (3) a new position at Bleeker Pharma, Inc. as of the beginning of next month. Looking back, I truly (4) my time here at Rozier, Inc., and I (5) having had the opportunity to work with such a fantastic team of people. Thank you for the support you (6) me over the years. Although I am looking forward to the next phase in my career, I would like (7) you to stay in touch. I can (8) at my personal email address or at home. Feel free to drop me a line or give me a ring any time. Thank you again for everything. Yours truly, Bill Jensen email: [email protected] phone: 432-555-0189
My notes
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GRAMMAR Review: Tenses to talk about the future
SIMPLE PRESENT
Benjamin’s last day is next Friday.
PRESENT PROGRESSIVE
After 30 years with the company, he is retiring as CEO.
SIMPLE FUTURE WITH TO BE GOING TO
→
We are going to hold a big celebration in his honor.
SIMPLE FUTURE WITH WILL
He will continue to hold a seat on the Board of Directors.
FUTURE PROGRESSIVE
He will be doing some consulting work for us occasionally.
Talk about the future 1. Everyone says they a. try b. will try
to keep in touch. c. will be trying
2. I’m afraid I to the meeting. a. don’t come b. won’t come 3. Our flight a. leaves
at five. b. will leave
c. won’t be coming
c. is going to leave
4. They Ben with a gold watch later. a. present b. are presenting c. are going to present 5. We a drink after work to celebrate. a. have b. are having c. will have
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VOCABULARY & EXPRESSIONS Saying good-bye – – – –
We’re really sorry to see you go. I know. It’s been a wonderful few years, but I really feel it’s time for me to try something new. Well, we wish you the best of luck. Thank you.
– – – –
It’s been great knowing you, Sam. You will stay in touch, won’t you? Of course, I will, Steve. I’m just changing jobs, not countries! Well, if you want to go out, just give me a call. You bet I will!
– I can’t believe you’re really leaving! Have you got another job lined up already? – Not yet. I want to spend some time with my family before I start looking for something. – I’m sure you won’t have any trouble at all. – What am I going to do without you, Maggie? You’ve taught me everything I know! – Sandy, I have every confidence that with you at the helm, the company will move on to even bigger and better things. – I hope so—but filling your shoes won’t be easy.
PERFORMANCE
You are at a farewell party for a well-liked and respected upper-level manager. There are many people at the party, some of whom you know, some you don’t. The manager who is leaving is talking to everyone at the party. When you get a chance, go speak to him / her: wish him / her farewell and engage in a short conversation.
My notes
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Role A You have worked as an upper-level manager at your company for many years, but have recently decided to leave to head up a new start-up company. Before you start your new job, you will be going on a trip to Australia to see your daughter and her family. You are now at a farewell party being held in your honor. Many of the people there have worked with you for a long time. Some are fairly recent additions to the staff. Not everyone knows your reasons for leaving or your plans for the future.
Role B You are at a farewell party for a well-liked and respected upper-level manager. This person has not only been a great leader, but also, over the years, has become a good friend. You know that he / she is leaving to head up a start-up company and is planning to go to Australia to see his / her daughter before that. you hope that you and he / she don't lose touch with each other.
Role C You are at a farewell party for a well-liked and respected upper-level manager. You don't know him / her very well because you have only been with the company for a few months. He / She has, however, helped you out on several occasions, which you appreciated very much. You don't know why he's / she's decided to leave, but you heard through the grapevine something about a daughter in Australia.
Role D You are at a farewell party for a well-liked and respected upper-level manager. You and he / she have worked closely together over the years and know each other fairly well, though you don't usually discuss personal or family matters.
My notes
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CONSOLIDATE & APPLY A farewell
FR TO SUBJECT
My notes
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ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right within this unit): iStockphoto
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Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
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UNIT 40
Review OBJECTIVES LADDER
Now you can … Bid farewell to colleagues Offer and respond to congratulations Describe leadership styles Describe the attributes of a leader Discuss attitudes toward whistle blowing Discuss the benefits of corporate social responsibility Assess options while considering business ethics Discuss global trends Discuss the impact of external factors
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PRACTICE
GOAL 31 What’s the implication? attend the conference. 1. We a. definitely will be able to b. will definitely be able to 2. You consider changing your password. a. certainly ought to b. ought to certainly 3. They increase the rates just yet. a. probably won’t b. won’t probably 4. I
rethink my original plan. a. may possibly need to b. may need to possibly
5. We get together some time. a. definitely have to b. have to definitely
GOAL 32 What will happen by then? 1. As of this time tomorrow / we / make our decision. →
.
2. Come September / Tamwar / be here / for ten years. →
.
3. By the end of next year / we / pay off / our bank loan. →
.
4. By 2030 / the population of the Earth / reach 8 billion. →
.
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GOAL 33
58
What should I do? 1. What is Charlie’s dilemma? 2. What options did he think he had at the beginning of the conversation? 3. Which of these did Della think Charlie should do? 4. Who did Della say that Charlie had to consider in addition to Louise? 5. What third option did Charlie come up with during his conversation with Della? 6. Why did Della feel this was a good option?
GOAL 34 CSR 1. Mr. Blumberg is well-known for his philanthropy.
a. This is the focus of our community outreach program, Food as Medicine.
2. We at Aztec Health feel it is important people know the importance of a healthy diet.
b. He has donated several millions of dollars to various charity organizations.
3. Many people today are looking not only for good jobs, but meaningful ones.
c. For example, finding ways to recycle or reuse waste rather than sending it to the landfill.
4. Many CSR programs focus on minimizing the downsides of business operations.
d. CSR programs can help companies attract and retain higher caliber employees.
5. They are extremely conscientious about safety.
e. Their slogan is “No-one gets hurt.”
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GOAL 35 What are the circumstances 1. We shouldn’t move forward a. only if b. unless
we’re absolutely sure we will succeed.
2. Sandy says she won’t work weekends a. even if b. if and only if
they pay her double.
3. I would consider working in another country a. if and only if b. unless
I couldn’t find any work at home.
4. Under no would I share confidential information with others. a. circumstances b. means 5.
no means did we feel pressured not to report the problem. a. By b. Under
GOAL 36 Personal qualities 1. The company has asked me to become a . They’d like me to guide and advise managers they feel have the potential to become leaders. 2. Rita isn’t very when it comes to new ideas. If something hasn’t been tried and tested, she doesn’t even want to hear about it. 3. I think one of the things that makes him a successful politician is his drawn to him, and when he talks, everyone listens. 4. Although I am an extremely hard-working, takes to be a leader. 5. Danielle’s incredibly finds a workable solution.
diligent
216 | Review • Unit 40
charisma
persistent
. People are
manager, I don’t think I have what it
. If you hand her a problem to solve, she’ll keep at it until she
open-minded
mentor
©2018 Berlitz Languages, Inc.
GOAL 37 Leadership
1.
Leaders clearly state what and how things should be done.
2.
Leaders make group members feel they are part of the team.
3.
Leaders take a hands-off approach; teams make their own decisions.
4.
Less-experienced staff may feel frustrated by this style.
5.
The best style to use when time is short.
6.
A good style to use when creative solutions are needed.
7.
Leaders using this style may be viewed as bossy.
8.
The decision process may take a long time.
9.
Experienced staff have a greater sense of responsibility.
A
D
P
GOAL 38 Congratulations 1. I was very impressed
your presentation to the Board.
2. I just wanted to congratulate you 3. The company has been going 4. How did you end
some tough times lately.
working there?
5. It looks like congratulations are 6. We prefer to promote from
your winning the award. You deserved it.
order! Shop Way has signed the deal. rather than hiring from the outside.
My notes
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GOAL 39 The future in Italy for a year. 1. Lola a. works b. will be working 2. When a. will
Larry start his new job? b. will be
3. We leaving soon. Thanks for having us. a. are going to b. will be 4. What time to get here? a. are they going b. will they 5. The last subway at around 11:15. a. leaves b. is leaving
My notes
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YOUR TURN!
GOAL 31 What are the external factors?
Role A You work for a local website that regularly updates its readers on external factors that may affect business. Together with a colleague, you put together a PEST analysis showing the most significant recent changes or events. For the next update, you are looking at the political and economic factors. Try to identify at least one changes or trends for each category and state what the possible implications might be for local businesses. Political factor(s) Implications
Economic factor(s)
Implications
Meet with your colleague to discuss your update.
My notes
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Role B You work for a local website that regularly updates its readers on external factors that may affect business. Together with a colleague, you put together a PEST analysis showing the most significant recent changes or events. For the next update, you are looking at the social and technological factors. Try to identify at least one changes or trends for each category and state what the possible implications might be for local businesses. Social factor(s) Implications
Technological factor(s)
Implications
Meet with your colleague to discuss your update.
My notes
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GOAL 32 Global trends With your partner(s), choose one of these topics: clean-tech and energy, demographics, emerging markets, technology. Create a chart that shows two or three global trends related to your topic. For each trend, brainstorm the impact that trend might have on your company, your industry, and / or your country. Topic: Global trend: Global trend: Global trend: Impact: Impact: Impact:
When you are done, share your chart. Which of the trends identified by you and your classmates will have the greatest impact?
GOAL 33 Business ethics Think of some of the ethical problems that could come up in your workplace. Choose one of them and prepare a short presentation for an ethics training for employees. As part of your presentation, you should: • briefly present a scenario or situation and state the dilemma • outline several possible courses of action • explain why one course of action is the best
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GOAL 34 Corporate social responsibility You have been asked to give a short presentation on a current or ongoing CSR initiative or activity at your company. Your presentation should include a brief description of the initiative / activity, the stakeholders involved, and the benefits it provides in general, to the company, and to the stakeholders. Use the form below for your notes. Description of CSR initiative or activity:
Stakeholders:
General benefits
Specific benefits to company
Benefits to stakeholders
When you are ready, give your presentation.
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GOAL 35 Whistle-blowing Think of an instance of whistle-blowing that has appeared in the news. Note down the key details that you remember. • Who blew the whistle?
• About what?
• What was the result?
• Were there any consequences for the whistle-blower?
Share your example with the rest of the group. Together discuss what you would have done if you had been in the same or a similar situation.
GOAL 36 Attributes of a leader You are attending a leadership skills training course. The trainer has just asked you to write down three attributes that you think are essential in a leader and a reason or example for each attribute. 1. A good leader must be a(n) because . 2. A good leader must be 3. A good leader must have
because because
. .
Share your list with the other training course participants.
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GOAL 37 Leadership styles As part of your company’s mentorship program, employees are asked to give feedback on the leadership styles of employees who are participating in the program. A task or project you were involved in recently was led by someone in the mentorship program. You have been asked to fill out the form below. The person’s mentor will then speak to you about your impressions. Task / Project: Leadership style used by team leader / supervisor: Authoritarian Delegative Participative Is this style of leadership appropriate for this task / project? Yes No Explain why you feel this style is / isn’t appropriate:
What other style might be more appropriate: Authoritarian Delegative Participative
N/A
My notes
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GOAL 38 Congratulations!
Role A Earlier this week, you received an email announcing the promotion of a colleague to supervisor. This colleague is a good friend of yours, but up to now you haven’t had time to congratulate him / her because you’ve been out for a couple of days moving into your new house. Go and congratulate your colleague now.
Role B Earlier this week, your promotion to supervisor was officially announced. You think that one of your colleagues – who is also a good friend of yours – may not have heard the news because he / she has been out for several days moving into a new house. If you see your colleague, congratulate him / her on the new house and offer to help out with the move. Share the news about your promotion if your colleague hasn’t heard already.
My notes
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GOAL 39 I can't believe you're leaving!
Role A You have just heard that a colleague of yours will be leaving the company. This news came as quite a surprise to you. You and your colleague have worked closely for several years and you had no idea that he / she was even thinking of leaving. If the news is true, you will miss your colleague very much. Go talk to your colleague and find out what’s happening.
Role B Last week your spouse / partner found out that he / she is being transferred to a higher position within his / her company, but in another location. The new position means more money and responsibility for your spouse, and after talking it over, you both decided he / she should accept the position. This means, however, that you will be leaving your company as of the end of the month. You told your immediate supervisor and one or two other employees and apparently the news has now spread. Colleagues have been calling, emailing, and stopping by to bid you farewell all morning. A colleague you have worked closely with for several years is coming toward your desk. From the look on your colleague’s face, you can see that he / she has heard the news, too. Greet your colleague.
Business English 8 (GBE) Complete ©2018 Berlitz Languages, Inc. All rights reserved.
AUDIO SCRIPT
Unit 1. Describe a company’s vision and mission 1 – You’re recommending we come up with both a vision and a mission statement to help us stay focused on our long-term goals? – That’s right. I realize that in this economy, it’s tough to think about the future when you’re worried about the here and now. However, having a clearly defined vision and a stated mission will help to improve decision making and keep the business on track. – What exactly is the difference between the two? I was looking online at some examples, and it seems that the two terms are used interchangeably. – Yes, unfortunately there is some confusion out there about this. But vision and mission statements are two distinct tools, each with its own purpose. First, let’s look at the vision statement. Vision statements define what an organization would like to be—its aspirations. It’s a mental picture of what you, as an organization, want to achieve. – So, it’s a bit like asking someone what he or she wants to be ten years from now? – Exactly. And the answer you get is some ideal situation, like “I want to be a millionaire.” A vision statement is like that. It describes where you want the organization to go, what you want it to be. It’s a guide that gives shape and direction to the organization’s future. – But not what you are going to do to get there. – Right. A mission statement, on the other hand, defines why your organization exists. It spells out precisely what the organization does, who it does it for, and how it does that. Unlike vision statements, mission statements focus on the present. – But doesn’t it take a long time to create these? – It can. A vision statement should be short and succinct because you want your employees to be able to remember it. The hard part is writing a vision statement in an inspirational way—after all, you want it to make your employees feel proud, inspired, and motivated. Mission statements, on the other hand, should give employees a perspective on how they are helping the company fulfill its purpose. – Can you give me an example? – One of my favorites is the original mission statement of a pretty major American company. It was: “We create happiness.” If you were one of their employees in the early days, no matter whether you were a character, a ride operator, or a ticket salesperson, I think it would have been quite easy to see how your job contributed to this mission. Over the years, the company’s modified its mission statement so that everyone knows what they do, how they do it, and who they do it for, but I like the simplicity of the original mission statement. – I see. So, if what we are doing or planning to do doesn’t fit in with the mission —or the vision—it’s probably a good idea to reevaluate. – Right. But you can’t do that unless you already have these tools in place.
Unit 2. Describe a company’s culture 2 Kevin Jenner is advising his client, Paul Johnson, on how to assess the culture at his company. ©2018 Berlitz Languages, Inc.
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If you’re interested in seeing your company culture in action, take some time to walk around and observe everything. As you do so, try to see the company as a first-time visitor would. One of the first things you’ll probably notice is how people are dressed. The dress code says a lot about the image a company wishes to project and the level of formality used in its communication. Look at how the space is used. The office plan gives an insight into working styles, company hierarchy, and attitudes toward position and power. Open-plan offices suggest a workspace designed for collaboration and teamwork. Separate offices or cubicles suggest that people tend to work more on their own, independently. If there are offices, are the doors generally open or closed? How are common areas, such as kitchens, used? Do employees use them as informal meeting areas where they chat with each other, or do they rush in and rush back out? Look around at what is on the walls to get a perspective on company values. What messages are being communicated to staff and visitors alike? Are there posters about recycling and other green initiatives? employee and company awards? Notices about company or staff events? Also, look at the furnishings and décor. Ergonomic furniture shows a concern for employee well-being. Bright colors indicate a vibrant, high-paced work environment, whereas muted colors are indicative of a calmer, more relaxed environment. Notice, too, what employees have on their desks. Do employees try to make their workspace look and feel more personal? Observe how employees interact and communicate with one another. Are they polite and respectful? How do they greet each other? How are questions handled? When people are talking, listen for any emotions they express. Emotions are indicators of personal values—after all, people don’t usually get excited or upset about things that are not important to them. Notice what happens when people are on the phone. Do they continue working on something else or stop and actively listen to the caller? Don’t forget to look at written communications. What is the style and tone of emails? What kind of information is communicated, and to whom? How are employees and others informed about what is going on in the company? When you’ve finished, reflect on your observations and consider what they say about your company’s culture. Is this in line with the culture you wish to foster? If not, you should have some clues as to what needs working on. If it is, you should continue to do an occasional walk-through to make sure that the culture is maintained.
Unit 3. Discuss ways to implement change 3 – Joining us today is Luther Robinson, a business transformation consultant with the Robinson, Delany, and Ross Agency. Thank you for coming today. – Thank you for having me. I’m pleased to be here. – Let’s start with what may be an obvious question: What is it that makes change so hard? – Obvious, perhaps, but important for leaders to understand. What makes change difficult is the simple fact that most people don’t like change. Change brings something new, something unknown … and many of us have a natural fear A-2 | Audio Script
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of the unknown. We like to wake up knowing what we’re doing today, tomorrow, next month. Even small changes involve some element of uncertainty. – These feelings must run especially high, then, if we’re talking about changing an organization. What steps should be taken to manage change? – At the top of the list is open, honest communication. Whether we’re talking about the departure of a key employee from the company or a major overhaul of the organization’s culture, leaders, and managers need to let employees know what’s happening and why. Share with them what the vision is. Discuss with them their concerns and fears. Answer their questions. Lack of information only leads to speculation and increased feelings of insecurity. 4 – And what about resistance to change? – Well, you need to expect resistance. Whenever there’s change, people may be afraid that something important may be lost during the process. To reduce resistance, employees should be included in the change process—make people agents of change by involving them in planning and implementation wherever possible. As a leader or manager, you need to be a role model. You can’t “talk the talk” and not “walk the walk.” You need to embrace the change and lead by example. If you don’t appear to support the change, why should your employees? – How can you keep people motivated during the change process? I mean, many attempts at change fail, don’t they, simply because they lose momentum? – True. It’s important to keep in mind most changes don’t happen overnight, and major change, such as transforming an organization’s culture, may take years. The initial excitement and enthusiasm wears off, people backslide. To keep the ball rolling, you need to monitor and report change. Set short-term, achievable goals and milestones, and announce when they’ve been met. Show the connection between change and company success. Recognize and reward those involved in the improvements. And if the process begins to lose momentum, reinvigorate it with new projects or focus areas.
Unit 4. Conduct a meeting 5 – Thank you all for coming this morning. The purpose of today’s meeting is to present our new product line. We’ve got a lot to cover, so let’s begin shall we? As you can see from our agenda, we’ll be going over the market research findings and marketing plans, selling points, and sales projections. We will also be discussing the implications of the product launch for your individual departments. Are there any questions before we begin? No? All right, then. Let’s look first at the market research. Oliver, would you like to start us off? – Sure. So, the market research we conducted indicates that our strengths seem to be in the area … – Thank you, Oliver. Now, moving right along to the marketing plans. Jennifer? – Give me just a sec … yes, here’s the slide I wanted. So, as Oliver pointed out we’ll be launching …
Unit 5. Involve participants in a meeting or discussion 6 – What do you think is the most important thing a meeting leader should do to encourage discussion? ©2018 Berlitz Languages, Inc.
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– As a meeting or discussion leader, it’s important to set a tone that makes people feel comfortable and safe. If you don’t, people won’t contribute and you won’t achieve your meeting goals. To create the proper atmosphere, you need to let everyone know that you value their contributions and that everyone will get a chance to have their say. When facilitating a meeting, it’s important to appear open, receptive, and interested in everyone’s ideas. – What are some of the reasons people are hesitant to contribute? – There are many reasons why people don’t contribute. It may be they’ve lost track of what’s being discussed or are confused. They may be upset or angry, especially if the meeting or discussion is about a problem. Some people may just be uncomfortable speaking in front of others. Some may be afraid of criticism or of looking foolish, or both. Then there are those who would like to speak, but can’t, because other people are doing all the talking. Sometimes, it may simply be that people can’t hear you, or that the room is so warm that people are about to fall asleep! If you suspect that’s the problem, just ask, and then take whatever action is needed to fix the problem. 7 – OK. But assuming everyone can hear me and no one is about to fall asleep, what can I do, as a meeting leader, to encourage discussion? – There are many nonthreatening ways to get people to contribute and share their ideas. If you’re trying to stimulate discussion, it’s important to ask openended questions, such as, “What other ways might we approach this problem?” or “Are there other things we should be considering that haven’t been mentioned yet?” Bring people in by being positive and encouraging. Say things like, “That’s a good idea, Tom. Can someone else build on that?” or “Janet, what do you think of Tom’s suggestion?” If participants are afraid of criticism, make them feel more comfortable by letting them know there are no bad ideas. You may also want to say, “We’ll write down everyone’s ideas before we comment on them.” People need to know that they will not be made to look foolish in front of their peers. If one or two people are monopolizing the discussion, take control and hand the floor over to someone else by saying something like, “Thanks, those were great ideas. Let’s hear from some people who haven’t had a chance to speak yet.” This gives people who would like to share their ideas the much-needed opening in the conversation. And throughout any meeting, you should frequently check that people are following the discussion by asking, “Does anyone have any questions or comments?” – And what about the shy people with the great ideas? – For people who are uncomfortable speaking in front of others, a good technique is to ask them a day or so before the meeting to think about what they want to contribute and to jot down a few thoughts or remarks they might want to share. Then, at an appropriate point in the discussion, you can say something like, “Maggie, I believe you had some thoughts on this. Would you like to share them?” – Any final thoughts before we wrap up? – Just one. It’s important to remember to set the right tone. These techniques will only work if you, as the facilitator, establish and maintain an environment in which people feel safe and comfortable sharing their thoughts and ideas. A-4 | Audio Script
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Unit 6. Handle meeting disruptions 8 – I think that wraps up this point. Are there any questions or comments before we move on? Ashley? – I’m really sorry, Neal, but I’ve got to go. I have a meeting with a client across town at 2:00. – I see. Well, come see me when you get back so I can fill you in on what happened. – OK, I will. – Right. Now where were we …? 9 – Thank you, Janice. That’s a good suggestion. Would anyone like to add to that? What about you, Rick? You’ve been rather quiet this morning. – Hmm? I’m sorry, I was just checking my messages. What was the question? – Janice’s suggestion. Did you want to add anything? – No. Not really. – OK. Anyone else? 10 – … and we’re all agreed that’s what we should do, then? Carl, Jill, did you want to say something? – No. We were just wondering about the plans for the staff picnic this year. – I see. Perhaps we could postpone that conversation until the break, hmm? … So, are there any other comments before we take a vote? 11 – The results of the satisfaction surveys should be ready next week … – (cough) – Just a moment, Ben. If you could allow Sally to finish … – So, the surveys will be ready next week, and we will be following up on those over the next two months. – Thank you, Sally. Ben, did you have a question? – Yes. Did you have a chance to look at the development schedule I sent you? – Ben, I think perhaps we can talk about that after the meeting, would that be all right?
Unit 7. Wrap up a meeting 12 – I think that just about covers everything. So, let me summarize what we’ve accomplished. We’ve chosen the date and location for next year’s annual gettogether and decided to include a couple of optional sightseeing tours, and we would like to have some kind of farewell party on the last night. Are we all agreed on this? OK, good. So, what are our next steps? I can go ahead and take care of room reservations for the participants. John, do you think you could look into price and schedule information for the tours? – Sure. When would you like that by, Gary? – By the end of next week would be fine. And, Anna, you agreed to check out the options we have as far as the party goes, right? – Yes. I have a few ideas already. – Don’t forget—we need to keep in mind the different ages of the people who will be attending. Would you be ready to put forward some proposals, say, two weeks ©2018 Berlitz Languages, Inc.
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from now? – I think so. – Let me know if you’ll need more time. Is there any other business before we call it a day? No? All right, then, we’ll talk again in a couple of weeks. Thank you for coming.
Unit 8. Describe your core business 13 Part 1 – Good morning and welcome to All Things Fit, the show where we talk about trends and issues affecting business. I am your host, Frank Spencer. I’m joined today by Ashley Sayers, head of PR at Mansions Foods, one of the leading names in the food and beverage industry. Welcome to the show, Ashley, and thanks for coming in this morning. – Thank you, Frank, for inviting me back to the show. – Ashley, Mansions produces everything from infant formula, chocolate, and instant coffee to spaghetti sauce and dog food. Given that, what would you say is your “core” business, if you have one? – As a conglomerate, our operations are broken down into divisions, and for each division it is quite easy to identify the core products. But even for the company as a whole … if we look across our diverse product range, I’d say, with a few exceptions, that yes, we do have a core business. – Namely? – Instant foods—including instant beverages—and the technology and processes we use to manufacture and deliver those products. That has been our core since the very beginning, some 140 years ago. – The company’s original product was infant formula, wasn’t it? – That’s right. We were one of the first manufacturers of milk-based instant baby formula and powdered milk. – And how did the company begin to grow? – We looked for products that could be manufactured using our processes, or for ones we could use our products as one of the major ingredients—instant coffee and tea, soup mixes, chocolate, and then chocolate milk mix … – So you stayed fairly close to your core? – Fairly close, yes. Mostly, we expanded into products that naturally seemed to complement our existing business. And we do that to this day. 14 Part 2 – But that hasn’t always been the case, has it? – No. There are a couple of examples of when we strayed way outside our core. For example, when we acquired Auge Laboratories—which makes eye-care products. – And what happened? – Well, we actually held that company for over 20 years. It was during the recession, some years ago, that management decided to focus on what we do best and sold off the company. And looking at the company’s product portfolio at the time, it did practically shout out, “Not core! Not core!” – Any other examples? – More recently, and rather more short-lived, was the venture into the weightA-6 | Audio Script
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loss center business. – I remember seeing that in the news! People were boycotting you! They said you were making people fat with chocolate and then charging to make them thin again. – Those allegations really weren’t true, but from the public’s perspective, I can see the conflict of interest. But some good did come out of that in the end. It’s what sparked greater management interest and, more importantly, investment in the area of medical nutrition—which is not so far from our core, at all. – So, would you say it’s better for companies to stick close to their core business? – I can’t speak for all companies, but for Mansions Foods, it’s certainly proven to be the better strategy. While we still have some non-core businesses …
Unit 9. Describe growth strategies 15 – The Games Master is a terrific product. There shouldn’t be any problem marketing it. – I agree, but the fact is, Stan, our sales distribution network is too narrow. We won’t be able to exploit the full sales potential of the Games Master. – Hmm, it may be worthwhile to explore the possibility of a license agreement with another company. That would give us access to a bigger market, don’t you think? – Licensing is one possibility, yes. In fact, I’ve already made a proposal to Lively Times Entertainment, and they seem interested. Have you ever heard of them? – LTE? Sure. They manufacture toys, electronic games, and sports equipment. They’re small, well managed, and have a proven record of performance and stability. And they’ve done very well in the handheld game market. Who knows, they may just be the company we need to market the Games Master for us. – Why do you say they’re well managed? – Well, it’s strange you should be considering LTE. I’ve got a friend who’s been encouraging me to buy LTE stock for a long time. She bought a lot of it fairly cheaply a few years ago. Now it’s trading for just under $40 a share. – $36 to be exact. Stan, I haven’t discussed this with anyone else, but I’m seriously considering an acquisition. – Buying LTE? But, Peter, we can’t afford that kind of acquisition. It would leave us too vulnerable financially. – Maybe … maybe not. LTE is a young company with perhaps a lot of growth potential. I think both companies would benefit by joining forces. – Well, it would certainly give us more diversification. And that should help increase profits. How can I help, Peter? – Get a hold of your contacts on Wall Street. Have them run a thorough credit check on LTE and its management. Let’s find out if the company is really doing well and has growth potential. Maybe its stock is simply overvalued. We should find …
Unit 10. Review 16 – So, are there any questions before we move on? Tony? – Yes. Have you had a chance to look at the figures I sent you? ©2018 Berlitz Languages, Inc.
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– I did, but perhaps we could discuss that after the meeting. Yes, Meg? – I’m afraid I’ve got to leave. I have another meeting to go to. – I see. Well, could you check with the others to find out what you missed? Linda, Daniel, would you like to share something? – Not really. We were talking about our plans for the weekend. – Well, maybe you wouldn’t mind talking about that some other time. Did you have another question, Tony? – Not a question, just a suggestion. I think we should encourage our staff members to volunteer for the charities we sponsor. – That’s an excellent idea. Would anyone like to add to that? Yes, Linda …
Unit 12. Suggest ways to promote innovation in the workplace 17 I work in telecommunications, and, in this business, innovation must be constant. The company I work for has created a collaborative network that brings our researchers together with entrepreneurs and academics from outside the company. We also have a special group within the company—the “new ventures group”—which focuses on identifying and developing new business ideas. 18 I work as a scientist for a major pharmaceutical company. Here, the company actively encourages us to communicate and collaborate with others. We regularly hold sessions with colleagues working on other projects. By sharing our ideas and research, we not only learn what’s going on in different projects, we often pick up new ideas that we can apply to our own work. When a new idea works, the company spreads the word throughout the organization. 19 I work for a large conglomerate that has interests in everything from office supplies and electronics to health care and transport. Innovation is a part of the company’s culture; in fact, it’s what attracted me to the company in the first place. What I like the most is the 15% rule. Under this rule, we are encouraged to devote 15% of our time working on projects of our own choosing.
Unit 15. Describe the development of new products 20 – We welcome Margaret Young, Cygna Labs’ Director of Research and Development, to This Week’s Financial Insights. I am your host Louis Patton. – Thank you for inviting me to come on your show, Louis. – So, let’s get right down to this week’s insight on what goes into the cost of prescription drugs. – Certainly, Louis. As your listeners may be aware, developing new medications is a long, complex process, involving extensive periods of research, testing, and clinical trials. And while the public insists that drugs be safe and effective with as few side effects as possible, they and critics of the pharmaceutical industry demand lower prices. However, the reality and facts of pharmaceutical development paint a challenging picture. Consider, for example, the following four statistics:
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• From the first synthesis of a new active ingredient, industry experts estimate it takes an average of 13 to 15 years for a new prescription drug to reach the market. • Last year, the full cost of bringing a new product to market was estimated at over $3 billion, with some companies estimating average costs as high as $12 billion. • On average, only one to two of every 10,000 new medical substances will successfully pass all the stages of development that are required to become a marketable medicine. • And, finally, that only two out of 10 marketed drugs return revenues that match or exceed their R&D costs. These statistics don’t factor in other costs such as litigation, patent expiration …
Unit 16. Place a service call 21 The Vending Machine – Acmee Vending Machines. Service Department. Can I help you? – Yes. I’m calling from Pendletin Enterprises. We’re having trouble with our coffee machine. – What seems to be the problem? – Well, it’s spraying coffee everywhere except into the cup. – Is it doing this for all the drink items? – Actually, no. Just the ones with milk in them, and usually just the first cup of the day. – I see. No one from your staff has tried fixing or cleaning it, have they? – No. I just cleaned up the mess and put an “out of order” sign on it. – All right. It sounds like we’ll need to do a little extra maintenance on that machine. Now if you could give me your … 22 The Access Key – Reception. – Yeah, hi. This is Alice Redman. My access key doesn’t seem to be working. I’ve tried several doors, and it didn’t work on any of them. – Just a sec. Let me see what the computer says. Ah, yes. Ms Redman, your key has been deactivated because you haven’t used it in over 90 days. – I’ve been on a leave of absence, but today is supposed to be my first day back. No one told me my card would be deactivated. – It’s not a problem. When you come in, go straight to security. They should be able to reactivate your card for you. – That’s fine—but can someone please let me in? I’ve got my employee ID with me. – Sure. I’ll send someone down right away. Which entrance are you … 23 a. grinding sound b. squeaking sound c. banging sound d. humming sound e. pinging sound f. clicking sound ©2018 Berlitz Languages, Inc.
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g. thumping sound h. beeping sound i. whirring sound j. buzzing sound
Unit 17. Make an after-sales service call 24 – Frank, how important is after-sales service in your business? – It’s absolutely essential to our business. If we don’t provide good after-sales service and support to our customers, then we won’t get their repeat business and we won’t get their word-of-mouth recommendations, which will bring in more customers. – And what does after-sales service and support entail? – On the support side, it mostly entails our answering questions customers have about the software or hardware they purchased from us. On the service side, we have a team of technicians who can troubleshoot and fix most problems on the spot. If a problem is more serious, we send the product back to the manufacturer and provide the customer with a temporary replacement. – So, who actually provides the support, and how do they do it? – If the customers have a question or a problem, they can contact us online via live chat or they can call our toll-free hotline, 24/7. When a customer first contacts us, they are connected with one of our knowledgeable generalists. These people know the machines and the software, and they can answer the vast majority of questions people throw at them. If a particular question requires more in-depth knowledge, then the customer is put through to one of our experts. – And will someone actually go out on-site? – Most problems can be solved online or over the phone, but if required, yes, we will send someone out to the customer. – What about customer records? What part do they play in your after-sales service and support? – They are very important because they show us what equipment the customer has, what problems they’ve had before, who’s dealt with them in the past, so that we can check back and find out what sort of response we gave them earlier. We also like to include a few personal details, so that we can ask them, you know, is your cat well now? Were you able to get your car fixed? It just lightens up the conversations a bit … – Adding the personal touch? – Yes, the personal touch. – Who bears the cost of this service? – At the end of the day, the customer. But what people don’t realize is that it is expensive, and it has to be built into the cost of our products. Cheaper products that customers think are a bargain may not be a bargain because they may not give you the support and service you might need further down the line. – Hmm. And what do you see the results of good service and support being? – As I said before, repeat business and word-of-mouth recommendations— people ... get a good feeling about you.
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Unit 18. Present ideas for using social media for business 25 – Dan, I think we should be doing more with social media. – Why? Our website gives people all the information they could possibly need about our company and our products. – True, but with the website, all our communication is one-way. Social media would allow us to interact with our customers more. They could get to know us, and we could get to know them better. – Hmm, maybe. But from what I’ve been reading, it does little to boost sales. Nobody’s interested in getting company ads on their social network page. They just ignore them. Where would the return on our investment be? – I think you may be thinking about this the wrong way. Social media is not primarily a sales platform. Perhaps if you thought of it as both a public relations and a marketing tool … one that we can use to build stronger relationships with existing and potential customers. – In what way? – By engaging with them. Responding to their comments, suggestions, and questions directly. Getting them to feel they have a personal connection with the company. Finding out what they think about us. – Sounds like a lot of idle chitchat to me. And the comments I’ve seen on some company pages can be downright malicious. – Negative comments are a challenge, but if they’re handled the right way, we could actually win customers. I think that’s where a lot of companies go wrong. They don’t respond to the negative comments; in fact, they don’t respond to any comments at all. It’s important to build that two-way conversation; after all, this is social media. – What are we supposed to do then? – You’ve got to keep in mind that social media as a platform requires soft-sell techniques, not hard-sell. Some of the best sites I’ve seen focus on sharing information related to the business or the products—things that are interesting, relevant, or just fun for the customer. For example: a shoe company asked customers to share pictures of themselves wearing a new pair of the company’s shoes, or a dairy company posted videos on creative ways to use empty milk cartons. On one of the professional networking sites, a company in Asia regularly posts practical information about doing business in their region. Do you see what I’m saying? These things give the company a personality that people can identify with. It builds their trust and, hopefully, when it’s time to buy, the company that sticks in their minds is the one they remember engaging with online. – So, what about the marketing side of this? – You’re right about people ignoring ads, by the way. I do it, too, when I’m on my page or looking at messages. But the exchange between the company and the public is not useless chitchat. By collecting and analyzing what people say, we’d be able to target our products and our marketing efforts better. – Well, I’ll think about it. Have you already put together a strategy for this? – I’ve put together a draft … I wanted to see how you felt before going any further. – Why don’t you flesh it out, then? We can talk about this more when it’s ready.
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Unit 19. Describe export strategy 26 – Today, we welcome Charlotte Russo from the Department of Commerce, International Trade Organization. Ms. Russo will talk to us about finding the best approach to exporting for your company. Ms. Russo? – Thank you, Charles. So, let me begin by saying that the exporting process today is easier and has fewer steps than ever before. Depending on various factors–including, among others, your company’s size, the products you are exporting, the resources you have available, and the company’s level of experience with exports—you may choose to sell directly or indirectly to foreign markets. The way you choose to export your products can have a significant effect on your export plan and specific marketing strategies. There are at least four approaches, which may be used alone or in combination, depending on the level of involvement the company wants in the export process. The first approach is to fill orders passively from domestic buyers, who then export the product. As far as the original seller is concerned, these sales are indistinguishable from other domestic sales. It is the buyer who has decided that your product meets some foreign demand. And it is the buyer who handles all the exporting details and assumes all the risks. In some cases, the original seller isn’t even aware that their products are being sold overseas. However, once they discover this, many companies take a stronger interest in exporting their products themselves. A second approach is to look for domestic buyers who represent foreign endusers or customers. Many domestic and foreign corporations, foreign trading companies, foreign government agencies, foreign distributors, retailers, and others make purchases for export. These buyers constitute a large market for a wide variety of goods and services. With this approach, your company may know that its product is being exported, but it is still the domestic buyer who assumes all the risks and handles the actual exports. A third approach is to export indirectly using intermediaries. With this approach, your company engages the services of an intermediary firm that is experienced in finding foreign markets and buyers for your products. Export management companies and export trading companies, for example, can act as your company’s export department, handling all the export arrangements on your behalf. At the same time, you retain considerable control over the process and can realize some of the other benefits of exporting, such as learning more about foreign competitors, new technologies, and other market opportunities. The fourth and final approach is to export directly. This approach is the most ambitious and challenging because it means your company handles every aspect of the export process from market research and planning to foreign distribution and payment collections. A significant commitment of management time and attention is required to achieve good results. However, this approach may also be the best way to achieve maximum profits and long-term growth. As I mentioned before, these approaches may be used in combination. For example, you may have the resources and expertise to export directly to one of your neighboring countries and choose to use an intermediary for opening up new markets in say, Asia …
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Unit 20. Review 27 – Hi Gina. I was just wondering when I would get your presentation. I thought you were going to send it to me yesterday. – Sorry, Sally. I noticed a mistake in one of the slides and I had to redo it. I’ll send the presentation to you in a couple of hours. 28 – Advertising for the Wizard 2? I thought we were going to withdraw that product. – Did you see all the letters we got about that? Thousands of customers wrote saying they wanted us to keep it. – All right for now, I guess. But those customers will have to upgrade eventually. 29 – What happened to your plans to advertise on TV? – We saw the rates for a 15-second spot. I was so shocked I almost fell off my chair. – So what are you going to do instead? – We’re looking into some of the local television stations. 30 – Congratulations, Dora, on your shopping app! Did you expect that you would win an award for it? – Certainly not when I was creating it. I was just trying to solve a problem I had finding things at the supermarket.
Unit 21. Discuss the effects of free trade 31 – If you ask people whether free trade is a good thing or not, you get a mixed response. Why is that? – Among the public, there is something of a love-hate relationship when it comes to free trade. As consumers, most people love being able to buy a wide variety of products at reasonable prices. So, already, we see one of the benefits of free trade: increased choice. And with the appearance of new competitors in the market, domestic producers have to work harder to keep their customers, which may lead to lower prices and / or higher quality, another advantage for consumers. – But for companies, especially those in fledgling industries or industries that are struggling, this increased competition would be an argument against free trade, wouldn’t it? – Well, yes. And if governments are trying to protect and support these businesses, that’s where trade barriers come in. But as with domestic competition, competition from abroad can have positive effects, such as pointing out inefficient practices and policies. – But aren’t goods imported from, let’s say, an emerging market country, cheaper simply because labour is cheaper? – Cheaper labor certainly does have an impact on production costs and therefore on the selling price of imports. And this is where the hate part of the love-hate relationship I mentioned earlier comes in. Free trade is a two-way street, and if a domestic producer decides it’s cheaper to source raw materials or labour from abroad, that may mean the loss of jobs at home and a push to drive ©2018 Berlitz Languages, Inc.
Audio Script | A-13
domestic wages down, what is referred to in the press as “the race to the bottom.” – But that’s a two-sided coin, isn’t it? I imagine the creation of new jobs in the other country would be a positive outcome of free trade. And as people earn more, their standard of living increases—they consume more and become more demanding in terms of the variety and quality of the items they buy. – Ideally, yes, and we see this happening now in several countries, such as China, where the demand for American-made products is high. According to classic theory, this increased demand leads to increased production and more jobs. – Some people say that free trade is bad for the environment. Would you agree? – There are arguments on both sides of this issue, or issues I should say, since there are many, such as increased pollution and fuel consumption caused by transporting imports and exports, or the depletion or destruction of natural resources in favor of trade and revenues over environmental protection. However, many companies are working hard to be “green” and have made sizable investments in newer technologies and bio fuels. In the end, I think it’s the consumer’s decision. If you object to the policies surrounding a product or the impact that the production of a certain product has on the economy or the environment, don’t buy it. That’s probably the most powerful weapon consumers have.
Unit 22. Network at a trade show 32 – 1. a. graduate (n.), b. graduate (v.) – 2. a. affiliate (n.), b. affiliate (v.), c. affiliated (incorrect), d. affiliated – 3. a. corporate (adj.), b. corporate (incorrect), c. incorporated (incorrect), d. incorporated – 4. a. delegated (incorrect), b. delegated, c. delegates (n.), d. delegates (v.) – 5. a. duplicate (n.), b. duplicate (v.) – 6. a. separate (adj.), b. separate (v.)
Unit 25. State the objectives of a negotiation 33 – Jason, what are the differences between a win-win and a win-lose negotiation? – Well, Nicki, it really comes down to numbers versus relationships. If your goals are purely financial, for example, don’t go for a win-win negotiation. Win-win negotiating is used when you are looking to develop long-term relationships. As a result, it’s important to learn as much as possible about the other side’s interests, and then use this information to find creative solutions that benefit both parties. – But shouldn’t we try to learn as much as we can about the other side in any type of negotiation, be it win-win or win-lose? – Yes, but the way we use that information is different. As I just mentioned, if you are looking for a win-win outcome, then you want to use the information you have to come up with a deal that’s good for everyone. And you don’t want to hide information about your own interests. The more both sides know about each A-14 | Audio Script
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other, the easier it will be to arrive at a mutually beneficial agreement. – So, how would we use information in a win-lose negotiation? – In a win-lose negotiation, your interests are usually at odds with those of the other side. You use the information to help you make the right first offer, but you shouldn’t reveal information about your own circumstances. Anything you reveal the other side can use to their benefit and your loss. – In a win-lose negotiation, you recommend making the first offer, then? – Yes, because the first offer has a strong influence on bargaining. So, you need to start negotiating at the right price. That said, you mustn’t be greedy; after all, you don’t want to scare the other side away from the bargaining table. – So, when preparing for a negotiation, is it important to know whether you are going for a win-win or a win-lose outcome? – Absolutely, because this will affect the objectives you set and shape your strategy for the entire negotiation.
Unit 26. Make and respond to offers 34 – Is it necessary to justify an opening offer? – If you can provide justification for your position, the other side is less likely to try to negotiate price and terms as strongly. Negotiators who justify each offer they make and demand justification from the other side for counterproposals are better able to take control of the negotiation process and achieve outcomes that are more reasonable. – Can I be held to an informal offer or off-the-record comment I made? – In negotiations, there is no difference between an informal proposal and a formal one. If the other side hears your “informal” proposal or “off-the-record” comment, their expectations are set and you will usually be held to that position. – Why should you open high? – Those who have high goals tend to achieve those goals. By opening high, you not only make it more likely that you will obtain a better result, but you also give yourself room to make concessions during the process. – Is it a good idea to state a price range? – Not really. When you give a price range, you divulge your reservation price, which weakens your bargaining position considerably. – If price is the main factor in a negotiation, why can’t I simply say what I’m prepared to pay? – You can, but you’d better make it clear that you don’t intend to haggle, and you should be prepared to back up your number with facts. – What do I do if the other side suggests completely unreasonable terms? – The most important thing is to let them know that you don’t take the offer seriously. You can do this by making a joke, you can say that it is entirely out of your range, or—if you really want to make a point—you can say, “Let me know when you’re ready to negotiate seriously,” and then walk away from the table. That will get the other side’s attention.
Unit 27. Overcome obstacles during a negotiation 35 Conversation 1 – So, are we ready to close the deal? ©2018 Berlitz Languages, Inc.
Audio Script | A-15
– We’d like to give the contract another once-over. We’ll let you know when we’ve made a decision to move forward. 36 Conversation 2 – We’re really impressed with your track record. We’d love to have you on our team. – Thank you very much, but I’d like a couple of days to think it over. Would that be all right? 37 Conversation 3 – Surely, a 15% discount for a long-term partner like us isn’t too much to ask? – Well, I can’t promise 15%, but let me take another look at the projections. I’ll see if perhaps we can work something out.
Unit 28. Discuss changes in the workplace 38 I graduated from the university last year, but I still don’t know what I want to do. That’s why I do temporary work. Being a temp means I get to do different types of work for different companies, so it’s almost never boring. It gives me a chance to try things out and decide what I like and what I don’t like. My assignments usually last from a week to three weeks, so I never have to worry about being stuck in a job I hate. Furthermore, I decide whether to accept an assignment, so I can schedule work around my life. 39 Sure, working freelance gives me lots of autonomy and independence, but sometimes that’s the problem. If I’m having difficulties with something, I’m on my own. I don’t really have a supervisor, so I don’t know who to turn to when I need advice. Moreover, I miss being part of a team and just having people to talk to during the day. 40 Working nights can be a challenge, but personally, it suits me perfectly. I get home at 5:30 and I don’t have to leave again until 8:30 at night. This means I have time to take care of my family in the morning and evenings. When the kids have left for school, I sleep for a few hours, and then I do whatever else I need to do during the day. Besides, the night shift pays much better than the day shift.
Unit 29. Discuss changes and trends in the job market 41 Jamie Casey is a career counselor speaking at a business-networking luncheon about career choices. So, how do we know if a job is at risk? Well, in a recent study on the susceptibility of jobs to computerization, researchers at Springfield University estimate that about half of current US jobs are in the high-risk category. In other words, these jobs could easily be automated within the next 10 to 20 years. The study ranks approximately 700 occupations according to their probability of computerization or automation. Those occupations with a probability of 70% or higher were labeled in the high-risk category. With the introduction of bar codes for inventory and sales purposes, self-service kiosks and e-commerce where customers can place and pay for their orders A-16 | Audio Script
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without human interaction, and automated business services, it is probably not so surprising that, besides sales occupations, most workers involved in transportation and logistics occupations, as well as the bulk of office and administrative support workers and those in production occupations, fall into the high-risk category. More surprising is the fact that a substantial portion of occupations in the service sector also fall into the same risk category. Jobs at low risk of elimination are characterized by what the researchers termed creative and social intelligence. Many education, community service, arts, and media jobs fall into this category, as do those in the health care, science, business, computer, and engineering professions. However, I suspect that there are still some jobs and tasks within these sectors that could eventually be automated. Let me pause here …
Unit 30. Review 42 – I’ve been trying to get this to work for hours, but no luck. Do you have any ideas? – I’m afraid I can’t figure it out, either. 43 – What on earth did you offer them a 20% discount for? And right at the start! We’ll never get a higher price out of them now! 44 – Sorry about all the mistakes I made managing that last project. – Don’t worry about it, Helen. I think you’ve learned your lesson … just try not to make the same mistakes again. 45 – That’s as high as we can go. If you can’t meet that price, we’ll have to look for someone else. – Well, it may end up costing us money, but we’ll take it. You are a valuable customer to us. 46 – I like working for a small company. I have more responsibility and I am learning much more about how the business works. Besides that, the staff is very close— it’s almost like having a second family. 47 – I have worked freelance for many years, but miss the stability of a 9 to 5 job at a big company. As a freelancer, I only get paid for the projects I work on. There is no such thing as a paid vacation. If I’m not working, I’m not earning money. Moreover, I have to pay twice as much in taxes.
Unit 32. Discuss global trends 48 Part 1 – We’re back this week, continuing our discussion of the future of business. In earlier podcasts, we’ve looked at how the world of work will change. This week, we turn our focus to some of the global trends shaping the business world. We are joined by Dr. Gwen Sorenson, a Senior Futurologist with the Cosmos Futures Institute. Is it all right if I call you Gwen? – By all means, please do, Richard. ©2018 Berlitz Languages, Inc.
Audio Script | A-17
– Gwen, before we start, what kind of time frame are we looking at when we talk about global trends? – The trends I’ll be covering today are all rooted in developments over the past several decades, but which we expect to see gain even more momentum during the next few years. – So, where should we start? – Let’s start with demographics since that touches on an earlier topic in this series. On the one hand, we have countries with aging populations and shrinking workforces. In some developed nations, the number of people retiring is greater than the number of people entering the job market. On the other hand are countries with relatively young, growing populations. Even though the global population is growing, the number of skilled workers is shrinking, and, in some areas, the need for skilled labour is already severe. This will increase the competition among global businesses to attract and retain the most talented employees—no matter where they are located. – Isn’t a lot of that talent going to come from places like China or India? 49 Part 2 – As you may have guessed, there is going to be a bit of overlap among these global trends. And the increasing global power of emerging markets, such as China and India, is among them, but not simply because of their population growth. These markets, which were once so attractive because of their cheap labour, natural resources, and low-cost production, are now coming into their own. Companies that have “grown up” in these markets, companies that had to be creative and efficient in order to produce lower cost products for their local consumers, are emerging as efficient, flexible, and innovative market leaders ready to move beyond their domestic borders—and may prove to be serious competition for more established multinationals. – And technology is making that a lot easier for them to do, isn’t it? – Innovation in technology and the Internet have profoundly changed the way we all work. If you’re old enough, you can still remember what it was like just 20 odd years ago. How many people had an email address? This rapid innovation will continue to be a major trend, with the focus now on creating a smarter, more connected, mobile world. It is changing the way businesses communicate and collaborate with their employees, their customers, and their partners. It is blurring the boundaries between industries and jobs. And we are just starting to realize the potential of all the data that is being made available. – And what about climate change and energy issues? How will those affect business in the future? – Clean-tech has been slow in coming, but it seems its day has arrived. – I’m sorry … clean-tech? I assume that’s short for clean technology? – That’s right. It refers to technology, products, and services that benefit consumers while at the same time addressing the environmental concerns you mentioned: global warming, natural resources, energy, and sustainability. The trend is toward mainstreaming clean-tech as global companies realize its importance to their industries. A survey done a few years ago showed that cleantech is an organization-wide or business-unit-level initiative for almost 90% of the responding corporations, the overwhelming majority of which expect to increase clean-tech spending in the next several years. Companies are also facing A-18 | Audio Script
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pressure from stakeholders and governments to demonstrate their sustainability —and in many countries, the issue of making sustainability reporting mandatory is being considered. – I’m afraid that’s all we have time for. Thank you for joining us today, Gwen.
Unit 34. Discuss the benefits of corporate social responsibility 50 – Our Board of Directors has started pushing CSR. To me, it seems we’d just be throwing money away. How can philanthropy be good for our bottom line? – First of all, we need to make it clear that corporate social responsibility is not philanthropy. If you look at the list—and the performance—of companies that consistently have top ratings for CSR, you will see some of the leading companies in a variety of industries including technology, manufacturing, communication, and entertainment. You can be sure they’re not doing it because it’s bad for business. However, when deciding what initiatives to undertake, it’s important to assess them thoroughly, to make sure they are aligned with corporate goals and company values, so that they end up contributing to profit rather than being a cost. CSR is an investment, and you want a return on that investment. – Alright. So how can CSR initiatives do that? – In several ways. For one thing, CSR initiatives can help you to reduce costs. An environmental initiative that focuses on saving energy and reducing waste is a good example of a win-win situation. The company spends less on utility costs and materials, and at the same time reduces its greenhouse gas emissions and the amount of waste going to landfills. The more efficient your operation, the greener it gets. CSR can also lead to better-satisfied, more loyal customers by improving the company’s reputation. If your customers think highly of you, then they are more likely to buy your products and services and more likely to tell their friends. Recent surveys have shown that customers are more likely to buy from companies that support and engage in programs that improve society. Benefit to the company: free word-of-mouth advertising and increased sales. A company’s reputation is important to employees as well; employees want to be proud of where they work. CSR initiatives that focus on employee well-being can improve productivity; initiatives that are aligned with employees’ personal values will increase motivation. Furthermore, more and more job seekers are looking at companies’ CSR programs before deciding who to work for, so companies that are viewed as being socially responsible attract higher caliber candidates. Bottom line: happier, healthier, higher-quality employees doing a better job for you. And finally, I’d like to mention communities. CSR initiatives give you an opportunity to engage with the local community, the community where you operate and where your employees live. Through CSR, you can create a relationship with the community and become a part of the community, which will enhance local support for your company over the long term. Effect: a solid, loyal customer and employee base. – So, besides obvious CSR initiatives like recycling what ideas do you have …
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Audio Script | A-19
Unit 35. Discuss attitudes toward whistle blowing 51 Part 1 – Do you feel the role of whistle-blowers is an important one? – Definitely. There are cases where information from whistle-blowers has saved the lives of entire communities, prevented severe environmental damage, protected consumers from harm, exposed corruption or the mishandling of investor or public funds. Without whistle-blowers, these cases would have remained secret. Unfortunately, these people are in the minority. – What is it that makes the decision to blow the whistle so hard? – Most of us, if we like or value our jobs, don’t want to rock the boat. If we discover evidence of wrongdoing or misconduct, we are caught between feelings of loyalty to our employer and doing what’s right. In many cultures, a stigma is attached to whistle-blowing; whistle-blowers are labeled as disloyal, traitors, snitches, or rats. In addition, there is the genuine fear of retaliation by the organization, which could have extreme consequences, including losing your job, being blacklisted, being sued, or even going to prison. It’s easier just to keep quiet. – What do you recommend people do if they have a concern? – Employees should check whether their organization has a whistle-blowing policy. If there is one, it’s probably stated in the code of ethics. These generally encourage employees to report wrongdoing or misconduct and contain a nonretaliation clause. Employees may want to go through the chain of command at their workplace, speaking first to their direct supervisor, and then if nothing happens, move up the chain. At the same time, it would be worthwhile to check out what resources and assistance are available in your area. A lot of information is available online. 52 Part 2 – Are there any guidelines about when someone should make a disclosure? – It’s important to remember that not every complaint involves wrongdoing. Whistle-blowing is about reporting serious or illegal misconduct. When considering whether to blow the whistle or not, there are a number of things to bear in mind, but since our time is short, I’ll mention three. First and foremost is the magnitude or seriousness of the situation. How many victims are there or might there be? Will those victims benefit from the disclosure? If there is only one victim, or if the damage is minor, this situation is not one that would call for whistle-blowing. Second, you need to consider the probability or likelihood that the harm or damage will happen. If you are not sure, you probably shouldn’t make a public disclosure, but mention your concerns instead internally. Making a disclosure without evidence could land you in court facing a libel suit. Third is the urgency of the situation. The more immediate the danger, the more likely it is you have a whistle-blowing case. Disclosing information about the release of deadly chemicals into the water supply next week is more urgent than revealing that a company is secretly planning to shut down its operations next year. – So, if your situation doesn’t meet these criteria, you would suggest an alternate course of action? – Yes … talk to your employer, or if that doesn’t work for you, consult with an organization that handles such cases. They should be able to give you advice, A-20 | Audio Script
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and you can probably do this anonymously. What you don’t want to do is act before carefully considering your options. And keep in mind that a situation that might be appropriate for whistle-blowing in one culture—whether that’s the culture of a country, an organization, or a profession—may be very different from that in another.
Unit 36. Describe the attributes of a leader 53 So the question asked is, “What makes a good leader?” Let me start my answer with a correlation—children of every culture grow up hearing tales of heroic leaders who take incredible risks to save villages, princesses, lonely children or, perhaps, all humanity from monsters, witches, and other evil forces. As a result, we are accustomed to our heroes being larger-than-life. If we are to trust our business leaders, shouldn’t we expect them to have many of the same attributes that our childhood heroes had? Qualities such as strength, goodness, honesty, compassion, and outrage against injustice. In fact, these are exactly the traits we expect of our leaders, and we expect more. We expect our leaders to listen to us, to understand us, and to help direct us in our work. Many of the qualities we demand of our leaders are “people skills” because, in fact, leaders are in the business of influencing behavior, of aligning people toward common goals, and of empowering them to take whatever actions are needed to reach these goals. Leaders should be open-minded, enthusiastic, and passionate. One of the chief missions of a leader is to share that passion with others in the organization. Leaders must have a diversity of experience that they can call upon when a crisis occurs. Leaders must always be learning and trying to improve. In this way, leaders are role models to those around them. Leaders must be superior communicators, for they need to interact with people at all levels of the organization, as well as represent the organization publicly. But the one, absolutely essential, leadership quality that invariably shows up on every list is integrity. What’s right for the company may be wrong ethically. If employees are faced with such a dilemma, they must be able to look to their leader to serve as the moral compass. And it is in these decisions …
Unit 37. Describe leadership styles 54 Our team has been working together for years and years. We know our jobs inside and out, and we’ve completed countless projects successfully. We’ve never had any problems at all—until last month. That’s when our new manager arrived. He wants to be involved in everything, and he won’t let us make any decisions at all. Most of the time, he never even asks us what we think—he just tells us what to do. Morale on our team has never been so low. 55 I only started working at my company quite recently. I really like the friendly atmosphere and the way they want us to feel like part of the team—by encouraging us to contribute feedback, ideas, suggestions, and so on. But sometimes that can be very frustrating for me. I haven’t been here long enough to be able to give much input. There are times when I’d rather they just tell me
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Audio Script | A-21
what I need to do. Once I feel more comfortable in my position, then maybe I’ll be able to contribute more. 56 I was involved in a project at work recently that ended in a shambles. Our boss basically, just put a bunch of us together, told us what the project was, and that was it! She expected us to work out all the details, create a timeline, figure out who was going to do what. We were all pretty good at our own jobs, but we’d never really worked together as a team before. There was constant bickering … nothing got done on time. We resented each other and our boss. I mean, isn’t organizing stuff like that her job?
Unit 38. Offer and respond to congratulations 57 – Hello, Peter! Sorry to have kept you waiting! – Hello, Allison. No problem. I was just thinking about my presentation at the Board meeting yesterday. – Speaking of which, that was quite a performance! The Board was really impressed with the Shop Way deal. When do you start shipping? – Next week. We’ve already received orders for half the minimum purchases for this year. And just this morning, I got a call from Donna Williams about the possibility of producing a cheaper line to be marketed as a Shop Way house brand. – That’s terrific! The new plant will be coming on line just in time. – You said it! We may even have to think about expanding it before long. – Peter, I’d like to congratulate you on the fine job you’ve done over the past year. It looks as if the man we hoped would save AP will end up making it one of our most successful profit centers. – I’m just glad I’ve been able to live up to your expectations. – Lived up to them?! You have far exceeded them. In fact, that’s something I’ve been meaning to talk to you about. As you know, UEI is going through a period of growth and expansion. There are a number of very attractive opportunities within the organization for a person of your calibre. As you’re aware, we’ve concluded several acquisitions recently, and we hope to be creating a number of new positions for vice presidents at the divisional level later in the year. It would mean assuming the responsibility for several operating companies, but I’m sure you could handle the challenge. – I appreciate your confidence, Allison, I … – Don’t say a word. You’ve earned it all. And now a toast … to the future! – To the future!
Unit 40. Review 58 – So, Della, what do you think I should do about the reference for Louise? – The person you fired for being absent from work so much? – That’s the one. As I see it I’ve got two options: give her the good reference she wants, or just confirm her dates of employment. – Honestly, Charlie, I don’t see how you can give her a good reference. I know she needs the job, but you have to consider the other company, as well. How
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would you feel if you were in their shoes and you got a positive reference for someone who later turned out to be unreliable? – But what if she really has changed? – That’s not for you to decide. Your reference should be based on the performance you observed while she was here. You let her go because she was costing us time and money. If I were you, I’d confirm dates of employment and nothing more. – That’s almost as bad as writing a negative reference. And you know, her work wasn’t always bad. It was only when she started having those personal problems that things went downhill. If she really has turned her life around, then she should at least be given a chance to prove herself. – Charlie, I think you’ve just answered your own question. If someone calls asking for a reference for Louise, tell them what you just told me. That way, you’re being honest with the other company and fair to Louise.
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Audio Script | A-23
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