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Minimum Operating Requirements: • Current Windows or Macintosh operating system • Adobe Acrobat Reader version 9.0 or later (Click to download Acrobat Reader) • Sound card and speakers or headphones Digital Edition Features: • Click ESC button to exit Full Screen mode and return to standard screen mode. • Link to any chapter or section of the book from the Table of Contents. • Click any audio icon to play, pause, or stop an audio track. (Note that some activities have more than one icon.) • Use Adobe Reader tools to highlight information, make notes, and draw lines, etc., in the file. • Exercise questions can usually be answered by— - choosing a response from a drop-down box - or by typing a response into an empty text field • Use links in homework exercises to check your answers; then click the appropriate link to return to the homework exercise. • You can save any work you do directly in the file.

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4 Business A2.3

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4 Business Berlitz Languages, Inc. Princeton, NJ USA

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Business

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4

Author: Denise Kruelle

Berlitz thanks the many instructors, editors, and others who have contributed to the creation of Business .

Photo Credits: Photographers: Araya Diaz and Jonathan Greathead. Copyright © 2009, 2007 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. Printed in China ISBN 978-1-59104-861-9

For use exclusively in connection with Berlitz classroom instruction. Published by: Berlitz Languages, Inc. 400 Alexander Park Princeton, NJ 08540 USA

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Congratulations! You have chosen the fastest, the most effective, and the most enjoyable way to learn English. We’d like to take this opportunity to make a few recommendations. You cannot become a fluent English speaker by only taking lessons. You must practice English outside the class as well. Listen, speak, read and write as often as you can. It is the effort you put into the study process that determines what you get out of it. Only you can make yourself a good speaker. Here’s what you can do. Give yourself 15 minutes a day to go through the steps below. • • • • • • • • •

Whenever you come across a new skit or dialogue listen to the CD without looking at the text; listen to the CD while looking at the text; shadow the CD while looking at the text; shadow the CD without looking at the text; read the text aloud; listen to a sentence and repeat it without looking at the text; listen to a sentence and write it without looking at the textbook; repeat the whole skit from memory; repeat all the steps above at least twice. If you follow these steps every day, memorizing the skits becomes easy. Shadowing helps you build pronunciation and fluency skills; repeating without looking at the text will improve your listening and grammar accuracy. Initially, it is a good idea to stick to these steps. Once you have decided to spend more time on your English studies, you can start focusing on extensive reading and extensive listening. The temptation is to pick up a newspaper or thick paperback. This would be a mistake. It is best to start with very simple books. Best of all are graded readers for English learners. Most major publishers offer these, so there is plenty of choice. These books are graded by level. You should start from a level where you can understand (almost) everything without consulting a dictionary. Read plenty of books in that level and then gradually move on to higher levels. Before long you will find yourself reading a thick book without needing a dictionary! Many Language Centers have graded readers for students to read. Ask your counselor for information. Similarly, when you listen, start with an easy piece. Many graded readers have CDs. Audio books are also great for this. If you are at a level where you are ready to listen to the news, make sure you start with a familiar topic. Try listening to a news item in your native tongue first, then listen to the coverage of the same story in English on CNN or the BBC. Lastly, most lessons will start with a little small talk. Give a little thought to what you want to talk about before you come to class. If you want to talk about a movie you saw last weekend, find out its English name and look up any difficult words you will need to tell the story. This kind of preparation will help you speak more fluently in likely real situations outside of class too. Remember, your effort is the key to successful language acquisition. We wish you the very best of success in your English studies! The

Staff

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Business Chapter

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Topics

Objectives

Structures

1

8–17

Networking Business relationships Trade shows

Talking about networking Developing relationships Exchanging information Following up

Expressions with get Relative clauses with subject pronouns: who, which, that Future progressive

2

18–29

Markets and the marketing mix Market research The product life cycle Advertising

Describing the marketing mix Defining markets and consumers Talking about advertising Discussing marketing alternatives

Present unreal conditional Expressions used to present alternatives: on the one hand …, on the other hand; either … or; etc.

3

30–39

Customer expectations Customer service skills Customer loyalty

Talking about customer expectations Describing customer service experiences Assisting customers Discussing customer loyalty

Past perfect, past perfect progressive tenses Adjectives to describe emotions

4

40–49

The role of management Company mission and objectives Priorities and strategies Company performance

Discussing the role of management Defining the company mission and objectives Analyzing the situation Evaluating performance

Nouns and adjectives with outReview: verb + infinitive, verb + gerund Past conditional

5

50–59

The purpose of meetings Options and alternatives Plans and proposals Summary and closing

Explaining reasons for a meeting Discussing pros and cons Evaluating proposals Summarizing a meeting

despite, in spite of Expressions for accepting / rejecting proposals Expressions used in building an argument

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60–63

Business contacts

Marketing and advertising

Customer service

Strategic management

Meetings

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Review

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Business Chapter

4

Pages

Topics

Objectives

Structures

7

64–73

Recruitment Applicants Employment policies Benefits Performance reviews

Discussing recruitment Responding to applicants Describing policies and benefits Talking about performance reviews

Reported speech Permissives: allow, permit, let

8

74-83

Bank services Financial documents Investments

Talking about bank services Discussing financial data Talking about investing Asking for and giving advice

Relative clauses, object form: the bank that / which we use …, the financial advisor that / whom we consulted … Mixed conditionals: if we had managed our finances better, we wouldn’t need to borrow money now

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84–93

Travel plans At the airport Aboard the plane

Talking about travel plans Getting around the airport Getting around the plane Meeting a visitor

in case, unless Causative, active form: I have a travel agent book my flights, I get a travel agent to book my flights because of, although (review)

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94–103

Media Business news

Describing ways to get the news Reporting news to others Managing the news Making predictions

Verbs used in reporting Causative, passive form: have something done

Discussing types of negotiations Using common negotiation tactics Setting objectives Making proposals and counterproposals Compromising / making concessions

Using softeners: a bit, a little, slightly, not quite Stating conditions: but only if, on the condition that, as long as, provided

Human resources

Banking and finance

Business travel

Business news

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104–113 Types of negotiations Negotiation tactics Offers and proposals Negotiations Concessions and compromises

12

114–117

Review

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Chapter 1

Business contacts Topics Networking Business relationships Trade shows

Objectives Talking about networking Developing relationships Exchanging information Following up

Structures Expressions with get Relative clauses with subject pronouns who, which, that Future progressive

1

Are you going to the trade show?

Track 1

Ken: Good morning, Liz. Liz: Hi, Ken. Are you going to the trade show next week? Ken: Definitely. I’m getting ready for it now. I’ll be showing our new product line. How about you? Liz: I’ll be meeting with some new customers at the exhibit booth. Ken: I have a presentation on Monday afternoon. Let’s get together after that. Liz: OK. Stop by the exhibit hall. I’ll be working there.

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Talking about networking 2

What is networking? net·work·ing (noun)–the exchange of information or services among individuals, groups, or institutions; specifically: the cultivation of productive relationships for employment or business. Source: Merriam-Webster’s Collegiate Dictionary, Eleventh Edition

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Where do people network? Name

Location

Visitors

Bologna Motor Show

Bologna, Italy

1,200,000

International Engineering & Technology Fair

New Delhi, India

1,150,000

International Agricultural Fair

Novi Sad, Serbia

600,000

CeBIT

Hannover, Germany

480,000

Frankfurt Book Fair

Frankfurt, Germany

270,000

ANUGA International Fair for Food & Drink Technology

Cologne, Germany

161,000

Forest & Forest Products

Minsk, Belarus

160,000

Tokyo Game Show

Tokyo, Japan

160,000

CES Consumer Electronics Show

Las Vegas, USA

144,000

IMM International Furniture Fair

Cologne, Germany

125,000

Source: http://en.wikipedia.org/wiki/Trade_fair

• Networking events • Trade shows • Conventions and conferences 4

• Online • Professional associations • Special interest groups and clubs

Expressions with get Networking events give businesspeople a chance to get together. To get ready, set some goals or challenges for yourself such as, “I will meet at least five new people.” It’s usually a good idea to get to the event a little early. Don’t worry if you don’t get around to talking to everyone. Afterwards, be sure to get in touch with the people you talked to, especially any “hot prospects.” If you promised to send information, you should get back to your new contacts within a week.

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Developing relationships Culture corner: here’s my card

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Business cards are often exchanged to build business relationships. When do you give your business card to someone? When do you ask for someone’s card? Do you always carry business cards with you? Why (not)?

Introductions

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Mr. Lee, I’d like to introduce Peter Crawford. He’s the president of AP. How do you do, Mr. Crawford? It’s a pleasure meeting you. I’m pleased to meet you, too, Mr. Lee. I don’t believe we’ve met. Allow me to introduce myself. I’m Kurt Williams. Nice to meet you, Mr. Williams. I’m Stephen Becker. Tom, I’d like you to meet Kay Brady. Kay is in charge of our Boston office. Kay, this is Tom Clark. I’ve heard a lot about you, Ms. Brady. It’s nice to finally meet you. Nice meeting you, too. Please, call me Kay. Hello. My name is Jim Stanley. Pleasure to meet you, Jim. I’m Chris Thompson. Is this your first time at one of our events? Yes, it is. I just joined the group last month. Well, let me know if you have any questions. I’d be happy to answer them. Thank you.

Starting a conversation

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Tracks 2 and 3

Conversation 1

Conversation 2

Janet and Ted are at a trade show.

Ron and Bill met each other in Toronto.

Ted is making a presentation later.

Ron has left Nike for another company.

Janet and Ted work in the same industry.

Sarah works in Tokyo with Ron.

Breaking the ice with visitors at your booth

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I see you are I noticed you were

• • • •

looking at reading through listening in on

our … line / model / display. our literature. my earlier demonstration.

What would you say in these situations? A visitor at your trade show booth is playing with all the buttons on one of your demo models. You see someone carefully reading one of your company brochures. You see someone who looks very familiar near your display. Somebody is collecting all the freebies you have laid out.

Tip!

freebie = free item

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Exchanging information 9.

Contact management How do you keep track of your contacts? Do you have a contact management system? What kind of information can you enter into it? What kind of information do you think is useful? How regularly do you get in touch with existing and potential customers?

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Getting to know someone

Carl Hoffman Engineer Atlantic Biofuel, Inc. Address: Business phone: Business fax: Mobile/cell phone: E-mail: Notes: Interests: 11

1925 Main St., San Diego, CA 92101 (619) 124-3614 (619) 124-3615 (619) 361-4923 [email protected] talked about biofuels at expo in Dec. jogging, hiking, deep sea fishing

Relative clauses with subject pronouns who, which, that Carl is an engineer. He talked about biofuels. Ä Carl is the engineer who / that talked about biofuels.

Tip!

We will go to the convention. It will be held in Prague. Ä We will go to the convention that / which will be held in Prague. Have you met Carl Hoffman? Is he the engineer who made the presentation at our last meeting? No, he’s the one who talked about biofuels at the expo in December. Are you planning to go to the Mobile Tech Show? Do you mean the trade fair that will be held in Prague next month? 12

In spoken English, who is more commonly used than that; that is more common than which.

Getting referrals Do you know anyone who … Who do you know who …

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might be interested in our products? is planning to expand their business? has just opened up a new office? is moving into this area?

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Following up 13

It was a pleasure meeting you From: To: Subject:

Marta Ramirez [[email protected]] [email protected] PC Expo

Dear Mr. Wilson, It was a pleasure meeting you last week at the PC Expo. I would very much like to continue our discussion of your current database systems and the improvements you would like to make to them. I expect to be in New York next week. Could we arrange a time to meet? Sincerely, Marta Ramirez 14

On the phone

Tracks 4 and 5

Conversation 1 Mr. Yoshimoto met Ms. Harris The event took place a . They will get together a .

.

b

Conversation 2 Ms. Suarez has read the literature a She would like to b . She and Mr. Yoshimoto will meet b 15

a) at a networking event a) last week a) next Monday at two

b) at a trade show b) last month b) next Tuesday at one

. a) Mr. Yoshimoto gave her a) place an order . a) at Mr. Yoshimoto’s office

b) Mr. Yoshimoto sent to her b) learn more about the products b) at Ms. Suarez’s office

Future progressive Monday

Tuesday

7:30 Chamber of Commerce breakfast 11:00 Product demo at IBS Inc. 2:00 Meeting with Tim Burr, Alba Inc. 4:00 Call Shelley Boyd, TrendWatch confirm appt. Send demo software to Jill Greenberg, Gamma Comm Invite Jack Taylor (eTech) to lunch—try for Friday

10:00 Meeting with M. Foley 12:30 Lunch with Rob 2:00 Call Mr. Lee, Seabreeze Elec, set up mtg. to discuss new contract Send thank-you note to Bill Johnson re: IBS referral Submit quarterly report by end of day

Bill is attending a meeting now. He will be attending a trade show next week. What will you be doing in Frankfurt? I’ll be attending the annual book fair.

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Will Liz be attending? Yes, she will. / No, she won’t be attending this year.

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You’ve got mail: announcing an event From: To: Subject:

AmCham [[email protected]] [recipients not disclosed] New Member Luncheon

Dear Members: Please join us in welcoming the new American Chamber of Commerce members at a luncheon to be held in their honor. Location: Hyatt Regency Hotel, Garden Terrace Date: June 22 Time: 1:00 p.m–3:00 p.m. Guest speakers will include: Gary Robertson, the newly-appointed US Ambassador and Tomas Gutierrez, Economics and Trade Minister. RSVP by June 10 to: [email protected] Sincerely, Allison Moore Membership Secretary

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Chapter check Now you can … A

Talk about networking Where do people network?

B

Develop relationships Nice to meet you! My name is …

C

Exchange information

Carl Hoffman Engineer Atlantic Biofuel, Inc. Address: Business phone: Business fax: Mobile/cell phone: E-mail: Notes: Interests:

1925 Main St., San Diego, CA 92101 (619) 124-3614 (619) 124-3615 (619) 361-4923 [email protected] talked about biofuels at expo in Dec. jogging, hiking, deep sea fishing

Carl is the engineer who talked about biofuels. D

Follow up From: To: Subject:

Marta Ramirez [[email protected]] [email protected] PC Expo

Dear Mr. Wilson, It was a pleasure meeting you last week at the PC Expo. I would very much like to continue our discussion of your current database systems and the improvements you would like to make to them. I expect to be in New York next week. Could we arrange a time to meet? Sincerely, Marta Ramirez

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Chapter 1 homework A

> go to answers

Talking about networking “It’s not what you know but who you know.” This famous proverb means connections are more important than education or experience. Do you agree or disagree? Explain your answer.

Yes, I agree with the proverb, sometimes we need to have the right contacts to help us to make thing easier, nevertheless we also need to have the string knowledge to show our skills B

Developing relationships You’ve just introduced yourself to a foreign client visiting your Tokyo office. What questions would you ask him to break the ice? Is this your first time in Japan?

1.

2.

3.

C

How was your trip? Do no know anything about Tokyo? Would you like to eat local deserts? Exchanging information How important are referrals to your company? Explain your answer.

Referrals are really important, because it show how satisfied are the customers with our products. D

Following up Explain what you’ll be doing tomorrow at the following times: At 4:00 a.m. I’ll be

Sleeping

At 7:30 a.m.

I'll be still sleepting

At 9:00 a.m.

I'll be at NRFM working

At 12:20 p.m.

I'll be taking the lunch

At 3:00 p.m.

I'll be in a meeting

At 7:25 p.m.

I'll be getting out of the work

At 9:15 p.m. At 1:45 a.m.

I'll be watching tv

I'll be sleeping

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Chapter 1 audio scripts 1

Are you going to the trade show? Ken: Liz: Ken: Liz: Ken: Liz:

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Track 1

Good morning, Liz. Hi, Ken. Are you going to the trade show next week? Definitely. I’m getting ready for it now. I’ll be showing our new product line. How about you? I’ll be meeting with some new customers at the exhibit booth. I have a presentation on Monday afternoon. Let’s get together after that. OK. Stop by the exhibit hall. I’ll be working there.

Starting a conversation

Tracks 2 and 3

Conversation 1 Janet: Hello, I don’t think we’ve met yet. I’m Janet Powers. Ted: I’m Ted Johnson. I see you’re with the Pharmacists Association. Janet: That’s right. I organize our educational programs. And you? Ted: I’m involved in clinical research at Bio Gen. Are you enjoying the conference? Janet: Oh, yes. It’s important for me to keep up with the latest trends and developments. Ted: If you’re interested in homeopathic medicines, I’ll be making a presentation later on today. Janet: I’ll have to check the schedule, but I hope I’ll be able to catch it. By the way … Conversation 2 Bill: Ron? Ron King? I’m Bill Larsen. We met at the trade show in Toronto last April. Ron: Oh, yes, of course. Good to see you again, Bill. Bill: Are you still at Nike? Ron: Yes, I’m working in our Tokyo office these days. Have you met Sarah Lyons from our New York office? Bill: No, not yet. Ron: Well, then, why don’t I introduce you? Sarah …

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On the phone

Tracks 4 and 5

Conversation 1 Mr. Yoshimoto: Hello, Ms. Harris. This is Masaki Yoshimoto. We spoke last week at the trade show. You asked me to give you a call this week to talk more about our new service package. Ms. Harris: Yes. Thanks for getting back to me. Could we set up a meeting next week to discuss this in person? Mr. Yoshimoto: Sure. What day would work best for you? Ms. Harris: Let’s see … How about next Monday afternoon at two o’clock here at our offices? Mr. Yoshimoto: That sounds great. I’ll see you then. Conversation 2 Mr. Yoshimoto: Masaki Yoshimoto. Teresa: Good afternoon, Mr. Yoshimoto. This is Teresa Suarez of BT Information Systems. I’ve looked over the literature you gave me at the trade show. Mr. Yoshimoto: Terrific. What do you think? Teresa: I’m interested in getting together and finding out more about your products. Could we meet in my office on Tuesday at ten o’clock? Mr. Yoshimoto: Sure. I’ll be there. I look forward to seeing you again.

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Chapter 1 homework answer key A

> back to questions

Talking about networking “It’s not what you know but who you know.” This famous proverb means connections are more important than education or experience. Do you agree or disagree? Explain your answer. Well, this really depends on the situation. For example, in politics, connections play a very big role in how effective you are as a politician. On the other hand, you can’t be a doctor unless you’ve graduated from medical school. Moreover, you can’t be a commercial pilot unless you have enough flying hours. So, I think a combination of connections, education, and experience is the key.

B

Developing relationships You’ve just introduced yourself to a foreign client visiting your Tokyo office. What questions would you ask him to break the ice? Is this your first time in Japan?

1. What do you plan to do while you’re here? 2. Do you like Japanese food? 3. Will you have time to go sightseeing?

C

Exchanging information How important are referrals in your company? Explain your answer. Referrals are extremely important in our company. I’m a sales representative and I think about 30% of my sales come from referrals. Our company realizes this and so has implemented a training program to help us get as many referrals as possible. I think the key to getting referrals is not only the quality of your products, but also the flexibility of the sales representative.

D

Following up Explain what you’ll be doing tomorrow at the following times: At 4:00 a.m. I’ll be sleeping. At 7:30 a.m. I’ll still be sleeping. At 9:00 a.m. I’ll be walking my dog around my neighborhood. At 12:20 p.m. I’ll be having lunch. At 3:00 p.m. I’ll be attending a meeting. At 7:25 p.m. I’ll be sitting on a train. At 9:15 p.m. I’ll be having a dinner with my family. At 1:45 a.m. I’ll be sleeping.

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Chapter 2

Marketing and advertising Topics Markets and the marketing mix Market research The product life cycle Advertising

Objectives Describing the marketing mix Defining markets and consumers Talking about advertising Discussing marketing alternatives

Structure Present unreal conditional Expressions used to present alternatives: on the one hand …, on the other hand ; either … or; etc.

We wrapped it up last week

1

Thelma: David: Thelma: David: Thelma: David:

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Have you gotten the results of the market study yet? Yes. We did a survey last month of 1,800 businesses, and it looks like the XL 1500 has excellent potential. How does it compare with the printers offered by the competition? That’s the most important thing. Right now, the XL 1500 has features that no other printer on the market has. Hmm. That means that if we move fast, we may be able to corner the market. The way I see it, Thelma, we’ve got no time to lose. Sooner or later, someone is going to introduce something just like the XL 1500.

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Describingthe themarketing marketingmix mix Describing 22

Product Product Theword wordproduct productisisused usedtototalk talkabout aboutboth bothgoods goodsand andservices. services.Companies Companieswith withsuccessful successfulproducts productshave have The goodunderstanding understandingofofthe themarket marketand andtheir theirtarget targetcustomers. customers. aagood Examplesofofgoods goodsand andservices: services: Examples Goods Goods automobiles automobiles pharmaceuticals pharmaceuticals appliances appliances

Services Services banking banking insurance insurance communications communications

Does Doesyour yourcompany companyproduce producegoods goodsororprovide provideservices? services? 33

Price Price Price Priceisisprobably probablythe themost mostimportant importantfactor factorininpositioning positioningaaproduct product Price Price within withinaaparticular particularsector sectorofofaamarket. market.AAhigh highprice priceplaces placesthe theproduct productatat the thetop topend endofofthe themarket, market,where wheresales salesare areusually usuallylow, low,but butprofi profit tmargins margins are arehigh. high.AAlow lowprice pricemeans meansthe theproduct productcompetes competesininthe themass massmarket, market, where wherelarge largesales salesvolumes volumesand andlow lowmargins marginsare arecommon. common. What Whatusually usuallyhappens happenstotothe thedemand demandfor foraaproduct productififitsitsprice pricerises? rises? Why Whydo docompanies companiessometimes sometimescut cuttheir theirprices? prices?

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Demand Demand

Place Place Place Placedescribes describesa)a)where whereaacompany companyand anditsitsproducts productsare arepositioned positionedininthe themarket marketand andb)b)how howthe theproducts products will willbebedistributed. distributed. Types Typesofofretailers retailers department departmentstore store dealership dealership specialty specialtyshop shop online onlinestore store hypermarket hypermarket

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producer producer

wholesaler wholesaler

retailer retailer

consumer consumer

Promotion Promotion

print printmedia media

signs signsand anddisplays displays

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audio-visual audio-visualmedia media

word wordofofmouth mouth

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Defining markets and consumers What kind of market is it?

6

depressed market low-end market expanding market mass market mature market price-sensitive market

buoyant market niche market price-resistant market shrinking market high-end market young market

Market research

7

The goal of market research is to find out more about existing and / or potential customers, products, and markets. The results provide information which can help companies decide whether to invest in new products or suggest ways of improving existing products or marketing strategies. CONSUMER INFORMATION

PRODUCT INFORMATION

Demographics

Behaviors and activities

Product development

Customer satisfaction

age gender income marital status size of household

hobbies interests shopping habits occupation

competing brands interest in concept pricing

most / least useful features degree of loyalty areas for improvement

On the phone: a telephone survey

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Track 7

True 1. The survey respondent has a game console at home. .............................................................................T False 2. She and her husband play video games a lot. .........................................................................................T False 3. The family owns an X-Box.......................................................................................................................T True 4. There are two children in the family. .......................................................................................................T True 5. The children would probably be interested in the new product...............................................................T False 6. The parents would buy a portable machine for $150. .............................................................................T

9

F F F F F F

Present unreal conditional We don’t do market research often enough. We don’t have a clear picture of our customers. If we did market research more often, we would have a clearer picture of our customers. We would have a clearer picture of our customers if we did market research more often. The marketing director isn’t here. We can’t ask him for his opinion. If the marketing director were here, we could ask him for his opinion. We could ask the marketing director for his opinion if he were here. If you were going to create a market survey for one of your company’s products, what questions would you ask? If you discovered most of your customers were single, where would you advertise?

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Talking about advertising 10

Slogans

Prudential

b

Nike

Apple

d

c

a. Connecting people. b. Get a piece of the rock. 11

12

Nokia

Delta

a

c. Think different. d. Just do it.

e

Pepsi

f

e. We love to fly and it shows. f. The choice of a new generation.

Catch phrases Satisfaction guaranteed.

Proven effective against …

Limited time offer.

Discover the magic of …

Now it’s easier than ever to …

The best way to …

Buy two, get one free.

A once in a lifetime opportunity.

Call now!

While supplies last.

There’s never been a better time to …

Order today!

Hidden persuaders The key to effective advertising is to establish a link between what the company is selling and what the customer needs or wants. One way advertisers do this is by using “hidden persuaders.” Such ads use images to suggest that a certain food, drink, or laundry detergent is the key to a happy life. Hidden persuaders also tell consumers that success is linked to designer clothes, the “right” car, or the latest electronic gadget. The message is: if you want to look good, be happy, be successful—or maybe all three—you’d better buy our product!

13

Season End Hat Sale Save 75% on all hats This weekend only.

AIDA AIDA is an acronym used in marketing that describes the key points of creating any form of advertising or promotional material. Attention: grab the attention of the customer with a catchy headline, phrase, question, or slogan. Interest: raise customer interest by emphasizing features, advantages, benefits. Desire: give customers reasons to want your product. Action: prompt customers to take immediate action by encouraging them to respond or buy.

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Discussing marketing alternatives The product life cycle

14

What kinds of market research might take place at different stages in the product life cycle?

TruTone product life cycle

Volume

During which stage of the product life cycle will the heaviest marketing be required? At which stage is the product probably selling well without much marketing? Pre-launch Growth Introduction Sales

Maturity

At what stage will a company have to decide whether to increase marketing support or withdraw the product?

Decline

Profit

A sales and marketing problem

15

AP’s product line needs to be a

Track 8

.

The products are not attractive to b Because of these two factors, AP is b

buyers.

a) updated

b) mixed

a) high income

b) younger

market share. a) gaining

Up to now, most of AP’s advertising has been a

.

The company needs to place its products in more b

a) in print media . a) dealerships

b) losing b) on TV b) discount stores

Expressions used to present alternatives

16

• On the one hand, TV commercials reach a wide audience. On the other hand, they are extremely expensive. • It seems to me that it would be better to rethink our approach rather than spend more money on a campaign that’s not working. • As I see it, we can either continue to target the high-income markets and risk further loss of market share, or we can rebuild our customer base by going after new, younger consumers. • We have several alternatives. One, we can place our products in higher-traffic outlets. Two, … • Before making a decision, we need to consider the pros and cons of each option. Your company needs to … decide how to get products to customers. decide where to advertise. choose between investing in new product development or improving an existing product. do market research for a potential new product.

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You’ve got mail: survey cover letter From: To: Subject: Attachment:

Steven Blake [[email protected]] [undisclosed recipients] Market Survey HE_survey_2008.doc

Dear Consumer: Could we ask you for a few minutes of your time? We at AP are proud of our reputation for quality products and would like to maintain this high standard. To do this, we need your help. We are conducting a survey to determine why people choose one brand of home entertainment system over another. Please take a moment to fill out the attached questionnaire and return it to me at the e-mail address above. As a way of saying thank you for your participation, we will send you a $10 gift certificate, good toward the purchase of any AP product. Thank you for your interest in AP products. Sincerely, Steven Blake Director of Marketing

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Chapter check Now you can … A

Describe the marketing mix What are the 4 Ps of marketing?

B

Define markets and consumers CONSUMER INFORMATION

PRODUCT INFORMATION

Demographics

Behaviors and activities

Product development

Customer satisfaction

age gender income marital status size of household

hobbies interests shopping habits occupation

competing brands interest in concept pricing

most / least useful features degree of loyalty areas for improvement

What information do you need to create a market survey? C

Talk about advertising

Season End Hat Sale Save 75% on all hats This weekend only.

D

Do you see any hidden persuaders?

Discuss marketing alternatives

Volume

TruTone product life cycle

Pre-launch Growth Introduction Sales

24

Maturity

Decline

Profit

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Chapter 2 homework A

> go to answers

Describing the marketing mix Identify the marketing mix of a company that you know well. Company name:

Bimbo

Product:

Price:

Panque Marmol, Bread, Cookies Place:

Promotion:

HyperMarkets, Store B

25 pesos

Visual Media

Defining markets and consumers Describe the target customer of one of the products you mentioned in Unit 1. Product: Age:

Bimbo bread

Gender:

General description:

from: 1,000 to up to 20000 monthly

Marital status:

F&M

Size of household:

C

Income:

From 6 to 40 years

Occupation:

Any

Any

Any

Bimbo bread is a product offered to all kind of customers, it has good taste and you can buy it in the supermarkets, conventional stores, it's products are chap and affordable for everyone, Bimbo its the brand that offers donuts, muffins, cookies, withe bread etc.

Talking about advertising “Advertising is of little or no value to the average consumer; it only results in higher prices for everyone.” Do you agree or disagree? Why? I don't agree, Advertising it's the best way to announce your product or service, and let your potential customers a brief introduction of you, when advertising you need to show the main differences and what makes you better than your competitors. once you corner the market or the product is positioned in the market the company could decide to reduce the amount of money invested in the advertising to reduce the cost of the product or service so the price for the final costumers also will reduce. Nowadays companies have found a way to advertising its products with low investments, for example social media.

D

Discussing marketing alternatives Your boss has asked you to study possible marketing alternatives to promote your company’s new product, a flying car. Make recommendations. After careful analysis, I would like to make the following recommendations to promote the flying car. 1.Billboards - Set up billboards at streets with hard traffic, and show the people how easy would be their life with a flying car. also set up billboard in blocked streets. 2.Tv commercials - Broadcast commercials at night, because usually people get home at 8:00 - 9:00 pm. and show them the time that they can save if they buy our product 3. Expos - Exhibit the product and offer people free rides and show all the features of the flying car 4. Social Media - You Tube, Face Book, Tweeter for better interaction with our costumers 5. Airports - The people don't have to wait to get the plane, they have the flying car at the moment they want to fly

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Chapter 2 audio scripts 1

We wrapped it up last week Thelma: David: Thelma: David: Thelma: David:

8

Track 6

Have you gotten the results of the market study yet? Yes. We did a survey last month of 1,800 businesses, and it looks like the XL 1500 has excellent potential. How does it compare with the printers offered by the competition? That’s the most important thing. Right now, the XL 1500 has features that no other printer on the market has. Hmm. That means that if we move fast, we may be able to corner the market. The way I see it, Thelma, we’ve got no time to lose. Sooner or later, someone is going to introduce something just like the XL 1500.

On the phone: a telephone survey

Track 7

Woman: Hello? Alan: Good evening. My name is Alan Bennett. I’m gathering information for Audio Performance, a well-known producer of electronic equipment. I wonder if I could take a little of your time to ask you a few questions about video games. Woman: Sure, go ahead. Alan: Do you presently own any home video games? Woman: Yes, we do. Alan: How many do you own? Woman: Do you mean the game console or the number of actual games? Alan: Just the consoles—and the brands. Woman: We’ve got two PlayZones—I have no idea how many games we actually have. Alan: That’s fine. In your household, who uses the games the most? Woman: The kids do. My husband and I hardly ever play. Alan: How many hours a week would you say your children use the game machines? Woman: Too many. Probably about two hours a day each. Alan: So that’s about fifteen hours a week? Woman: Something like that. Alan: And how old are your children? Woman: My daughter is eleven; my son is fourteen. Alan: In your opinion, how important is portability in a game console: very important, somewhat important, not very important, or not at all important? Woman: We travel a lot, so I’d say it’s very important. Alan: Do you own a portable system now? Woman: No, but the kids do play games on their cell phones. Alan: Would you be interested in purchasing a portable game console that had the capability to play fifty games? Woman: I might not be, but I’m sure the kids would like one. Alan: How much would you be willing to pay for such a machine: under $100, between $100 and $250, or more than $250? Woman: Probably not more than $100. Alan: Well, that’s the end of the survey. Thank you very much for your time. Woman: You’re welcome.

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A sales and marketing problem

Track 8

Narrator: Sales of AP’s flagship audio product, the TruTone home audio system, have been falling steadily over the past two years. Steve Blake, marketing director at AP, has just completed a market study to find out why. He is meeting with Liz Melnick, the company’s sales director. Steve: Well, Liz, TruTone sales are continuing to slip, and I think it’s because AP just hasn’t kept pace with the latest technology. Liz: Listen, Steve, music distribution has completely changed in the last few years, and we haven’t adapted our product mix at all. Steve: Yeah, and as a result, our market is shrinking. We’re just not attracting the younger buyer. Liz: That’s exactly what we’re hearing from our distributors. We’ve got the middle- to upper-income market locked in— Steve: Right. But most buyers of new audio equipment are in their thirties—or younger—and either single or DINKS. Liz: DINKS? Steve: You know, double-income, no-kid households. Liz: Oh, right. Well, what about our advertising, Steve? Do you think it’s been misdirected in any way? Steve: Well, yes, as a matter of fact, it has. I’m afraid we’ve been relying too much on print. Don’t people read anymore, Liz? Liz: Sure they do, but only when the words appear on their TV, cell phone, or computer screens. Steve: We clearly need to place more ads on cable TV and on the Internet. That’s what the research is saying. Liz: And how about on the sales side? Did the research suggest any change in direction there? Steve: In fact, it did. We need to be in more big box and discount stores, and maybe even in some warehouse clubs. We’ve got to extend our reach beyond our dealership network. Liz: The times, they are a-changing, Steve. Steve: And either we change with them, or we get left behind.

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> back to questions

Describing the marketing mix Identify the marketing mix of a company that you know well. Company name: Hit Corp

B

Product: electronics, TVs, batteries

Price: mid-market pricing

Place: electronics stores, department stores, discount stores, the Internet, direct sales

Promotion: TV commercials, magazines, train posters

Defining markets and consumers Describe the target customer of one of the products you mentioned in Excercise A. Product: TVs Age: 30–45

Income: $45K–70K per year

Gender: male and female

Marital status: married

Size of household: 1–5

Occupation: professionals

General description: The target market for this product covers a large portion of the population. Hit Corp TVs are not the top of the line, but they are priced a little higher than cheaper, foreign brands. Consumers who buy Hit Corp TVs tend to be trendsetters. These consumers don’t have a lot of purchasing power, but are willing to spend money on products that are stylish and … C

Talking about advertising “Advertising is of little or no value to the average consumer; it only results in higher prices for everyone.” Do you agree or disagree? Why? I don’t think this is true. Advertising is more than just promoting a product. Advertising educates consumers. Advertising gives consumers the information they need to make shopping decisions. Without advertising, it would be very difficult for consumers to get the information they …

D

Discussing marketing alternatives Your boss has asked you to study possible marketing alternatives to promote your company’s new product, a flying car. Make recommendations. After careful analysis, I would like to make the following recommendations to promote the flying car. My recommendation is a three-step approach consisting of trade shows, trade magazines, and the Internet. As this concept is revolutionary, consumers would need to see the product operating right in front of them. Tradeshows would allow consumers to see and believe the concept. Once the concept has gained acceptance, we could advertise in trade magazines. We could have articles that highlight functionality with comments from users. Finally, we can set up a Web site for consumers to set up a meeting with one of our sales representatives. It’s unlikely that consumers would place an order without a test flight. However, once we …

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Chapter 3

Customer service Topics Customer expectations Customer service skills Customer loyalty

Objectives Talking about customer expectations Describing customer service experiences Assisting customers Discussing customer loyalty

Structures Past perfect, past perfect progressive tenses Adjectives to describe emotions

1

Satisfying the customer Interviewer: Margaret: Interviewer: Margaret: Interviewer: Margaret:

30

Margaret, your company has been providing customer service training for about twenty years—is that right? Yes, exactly twenty-two years. How would you define customer service? Well, it’s really all about putting yourself in the customer’s shoes. You have to listen and understand their needs and find solutions that satisfy and keep your customers happy. And why do you think good customer service is important? As a customer, when you receive good service from someone, you remember that person and the company he or she works for. You will probably do business there again because they made you feel good. Satisfied customers who return again and again are great for business.

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Talkingabout aboutcustomer customerexpectations expectations Talking Whycustomers customersswitch switch 22. . Why 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Customer Customerservice service quality quality

Product Productquality quality

Price Price

Source: Source:The TheForum ForumCorporation, Corporation,Customer CustomerFocus FocusResearch, Research,1988 1988

33

Ten Tenthings thingscustomers customershate hate

••recorded recordedmessages messagesthat thatask askcustomers customerstotocall callback backanother anothertime time ••delays delaysininthe theprocessing processingofofrebates rebatesand andother otherincentives incentives ••companies companieswho whodon’t don’tknow knowwho whotheir theirfrequent frequentcustomers customersare arewhen whenthey theycall call ••employees employeeswho whogive giveup upwhen whenaaproblem problemisisdiffi difficult culttotosolve solve ••asking askingcustomers customerstotorepeat repeatinformation informationtotodifferent differentdepartments departmentswhen when they theycall call ••expecting expectingcustomers customerstotocall callback backtotofollow followup upon onaaquestion questionororproblem problem ••getting gettingdifferent differentanswers answerstotothe thesame samequestion questionfrom fromdifferent differentCS CSreps reps ••confusing confusinginteractive interactivevoice-response voice-responsesystems systems ••long longwaits waits ••agents agentswho whotry trytotoend endcalls callstoo tooquickly, quickly,before beforeallallproblems problemsare areresolved resolved

Tip! Tip! CS CSrep rep== customer customerservice service representative representative

Source: Source:“Ten “TenThings ThingsCustomers CustomersHate HateAbout AboutYou” You”bybyKimberly KimberlyHill, Hill, www.crm-daily.com/perl/story/19030.html; www.crm-daily.com/perl/story/19030.html;www.crm-daily.com/perl/story/19043.html www.crm-daily.com/perl/story/19043.html

44

What Whatdo docustomers customerswant? want? The TheRATER RATERmodel model Reliability Reliability Assurance Assurance Tangibles Tangibles Empathy Empathy Responsiveness Responsiveness

Do Dowhat whatyou youpromise, promise,and anddo doititdependably dependablyand andaccurately. accurately. Know Knowyour yourcompany companyand anditsitsproducts productsand andservices. services. Create Createaagood goodimpression impressionthrough througheverything everythingcustomers customerssee seeand andhear. hear. Show Showthat thatyou youcare. care. Help Helpwillingly willinglyand andpromptly promptlyininany anyway wayyou youcan. can.

Every Everycompany companythat thatwants wantstotoachieve achievesuccess successthrough throughcustomer customersatisfaction satisfactionmust mustanswer answerthe thequestion: question: “How “Howexactly exactlydo doI Idelight delightmy mycustomers?” customers?” Source: Source:AAParasuraman, Parasuraman,Valerie ValerieAAZeithaml, Zeithaml,and andLeonard LeonardL.L.Berry, Berry,“SERVQUAL: “SERVQUAL:a aMultiple-Item Multiple-ItemScale Scalefor forMeasuring Measuring Consumer ConsumerPerceptions PerceptionsofofService ServiceQuality,” Quality,”Marketing MarketingScience ScienceInstitute InstituteMonograph Monograph(Cambridge, (Cambridge,Mass.), Mass.),Report ReportNo. No. 86-108, 86-108,August August1986. 1986.

Business BusinessLevel Level44••Chapter Chapter33

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Describing customer service experiences 5

What speaks to customers? Body language 55%

Tone of voice 38%

Verbal language 7%

Presence Attitude Eye contact Physical distance Facial expression

Volume Variation Clarity Rate of speech Emotion

Attitude Effectiveness Appropriateness

Source: The Forum Corporation

6

On the phone

Tracks 10 and 11

Exchange 1 Based on his tone of voice, how do you think Adam feels about his job? What do you think Adam’s posture was like when he answered the phone? Was there anything wrong with the verbal language he used? How did Adam’s attitude affect the customer? Will she shop there? Exchange 2 How was Adam’s tone of voice different in this conversation? How do you think the customer felt when Adam answered the phone? Do you think Adam’s body language changed? How did the verbal language he used make this conversation more effective? How did the customer feel when she hung up the phone? Will she shop there? 7

Past perfect and past perfect progressive WHILE

YO U W E R E

NAME:

MESSAGE

Elena Thompson OF: Sellco Corp.

TIME: 4/15 3:30 p.m. TEL. NO.: 312-555-8607

Ms. Thompson called AGAIN. The cabinets she ordered six weeks ago STILL haven’t arrived. She is upset because she called last week and you promised the cabinets would be there on Friday. Please call her back ASAP!

PHONED

32

OUT

DATE:

RETURNED CALL

WANTS TO SEE YOU

WILL CALL AGAIN

WAS IN

Ordered cabinets

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3rd call

This wasn’t the customer’s first call. She had called before. She complained because she (still) hadn’t received the cabinets. She had been waiting for six weeks when she called again.

URGENT

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Assisting customers 8

Asking the right questions In order to help customers, you must first understand what they want. To do this, you have to ask the right questions. Here are three different types of questions: Closed-ended questions are used to obtain and confirm facts and can usually be answered with a simple yes or no, or in one or two words, e.g., a name, number, or date. Open-ended questions are used to get more information from customers and usually require a longer, more detailed response. High-gain questions encourage customers to explain a situation or problem and how they would like it to be solved.

9

What questions would you ask? • A customer purchased an item from your company six months ago, and now it’s not working. Because it’s Saturday, the service department is closed and will reopen on Monday. • A customer is calling because he hasn’t received his last monthly bill, and he’s worried his service will be stopped. • The items a customer ordered were damaged when they arrived. • A customer would like to know how he can take advantage of a special offer your company is advertising.

10

Providing solutions: three “musts” 1. You must discuss all available options with the customer so he can choose what is best for him. This increases customer involvement and satisfaction. 2. You must tell the customer what can and cannot be done. This communicates your reliability to the customer. 3. You must get the customer to agree to the proposed solution. This confirms the next steps for both you and the customer. Source: The Forum Corporation, “Achieving Service Excellence” (1996)

11

A booking problem

Track 12

True 1. The customer wanted to book a non-smoking room for three nights. .....................................................T False 2. There are no non-smoking rooms available for the first two nights. .......................................................T False 3. The hotel clerk offered the customer only one option. ............................................................................T False 4. If there is a cancellation, the customer cannot change rooms.................................................................T False 5. The customer decided not to reserve a room. .........................................................................................T

F F F F F

Do you think the clerk provided the customer with all available options for the hotel? Did she set realistic expectations for the customer? Did she get the customer to agree to one of the solutions she proposed? Do you think the customer was happy with the solution?

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Discussing customer loyalty Customer emotions

12

irate angry frustrated

satisfied happy delighted

Good service pays off!

13 • • • •

A 5% increase in customer loyalty can increase profitability by more than 25%. Finding new customers costs ten times more than keeping existing customers. When customers have a good experience, they tell three to four people about it. When they have a bad experience, they tell ten to fifteen people about it. Are you loyal to any particular company or product? Which ones? What have they done to make you a loyal customer? Do you recommend the company or product to others? What could your company do to increase customer loyalty?

14

Creating loyal customers Many companies have an “out of sight, out of mind” attitude towards their customers. What they forget to do is take the extra little step to make customers want to come back. In order to create loyal customers you have to: Check for satisfaction

Linda:

So, Mr. Brown, have I answered all your questions? Mr. Brown: For now, yes. Linda: And you’re happy with the solution we discussed? Mr. Brown: I won’t really know until I try it out, but I think so.

Offer future assistance

Linda:

Well, if you have any problems or questions, please feel free to call back. And be sure to ask for me, personally. My name is Linda, extension 2184.

(a few days later) Follow up

34

Linda:

Hello, Mr. Brown. This is Linda from Alba Systems. I’m just calling to make sure the problem you had earlier has been cleared up. Mr. Brown: Oh, yes. I haven’t had any problems at all since then. Linda: That’s good to hear. But as I said last time, if you need anything, just let me know. Mr. Brown: Oh, I will. Thank you, Linda.

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You’ve got mail: a complaint From: To: Subject:

[email protected] [email protected] Membership #243345; contract cancellation

To Whom It May Concern: Although I have been a MediClinic member for many years, I feel I am no longer receiving value for money. Your annual fees have doubled in the last five years. I am also dissatisfied with your service for many reasons: • When I became a member, I was told additional centers would be opening in the city; instead, the same clinic has moved three times. • I have never received a reminder for my annual check-up. In fact, the only time I ever heard from the clinic was when it was time to pay the annual fee. • As fees have increased, the number of services provided has decreased. • Every time I visit the clinic, there is a different staff of doctors. • The receptionists who take phone calls seem to have no medical training. My overall feeling is that MediClinic is absolutely not interested in me as a person or a patient— just in collecting my money. I have therefore decided to cancel my membership. Please accept this decision as final. Sincerely, Kate Simpson

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Chapter Chaptercheck check Now Nowyou youcan can… … AA

Talk Talkabout aboutcustomer customerexpectations expectations 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Customer Customerservice service quality quality

Product Productquality quality

Price Price

What Whatdo docustomers customersexpect? expect? BB

Describe Describecustomer customerservice serviceexperiences experiences Body Bodylanguage language55% 55% Tone Toneofofvoice voice38% 38% Verbal Verballanguage language7% 7% What Whatspeaks speakstotocustomers? customers?

CC

Assist Assistcustomers customers

••You Youmust mustdiscuss discussallallavailable availableoptions optionswith withthe thecustomer. customer. ••You Youmust musttell tellthe thecustomer customerwhat whatcan canand andcannot cannotbebedone. done. ••You Youmust mustget getthe thecustomer customertotoagree agreetotothe theproposed proposedsolution. solution. DD

Discuss Discusscustomer customerloyalty loyalty

How Howdo doyou youcreate createloyal loyalcustomers? customers?

36 36

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Chapter 3 homework A

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Talking about customer expectations Explain how customer expectations have changed over the last twenty years in your industry.

Customers expectations have changed over last years in the way that the persons expect more from the companies that offers the service, I think that the technology is one of the reasons, nowadays Social Networks, Email, Blogs make the customers closer to the company. The industry needs to attend any customer concerns fast and with a good quality of service. The competitors are ready to gain customers if another fails B

Describing customer service experiences A young employee in your call center has been receiving complaints from customers about his poor tone of voice. What advice would you give to improve tone of voice? I would recommend the following to the employee to improve his tone of voice: *Speak clear *Speak with good speed *Never eat in a call *Imagine that you have the customer in front of you *Always start the conversations enthusiastic *Record a call and play it after, so you can hear you how is your performance

C

Assisting customers Some people “go out of their way” to help customers. This means doing more than what is expected. Describe an occasion when you experienced this.

I have expected this service when I when to HSBC bank, I have some problems with my credit card, I was desperate because I couldn't use the card, but the person that offered me the service was patient and explained me the steps to solve the problem. He left some pending things of his job to give me the solutions. I was a really good service D

Discussing customer loyalty Describe a brand or product that you are loyal to and explain why.

I'm loyal to Lala-Milk, I have experience a good taste and It never makes me feel sick, the flavor is always good and the quality of the product is always good. Also Lala offers another products based on milk that are good for me.

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Chapter 3 audio scripts 1

Satisfying the customer

Track 9

Interviewer: Margaret: Interviewer: Margaret:

Margaret, your company has been providing customer service training for about twenty years—is that right? Yes, exactly twenty-two years. How would you define customer service? Well, it’s really all about putting yourself in the customers’ shoes. You have to listen and understand their needs and find solutions that satisfy and keep your customers happy. Interviewer: And why do you think good customer service is important? Margaret: As a customer, when you receive good service from someone, you remember that person and the company he or she works for. You will probably do business there again because they made you feel good. Satisfied customers who return again and again are great for business.

6

On the phone

Tracks 10 and 11

Exchange 1 Adam: APP. This is Adam. Woman: Is this an office supply store? Adam: Alpha Print and Paper. This is Adam. Woman: Do you sell business card paper for computer printers? Adam: [sigh] What kind do you want? Exchange 2 Adam: Alpha Print and Paper Supplies. This is Adam speaking. How may I help you? Woman: I’m looking for business card paper for my printer. Adam: Are you using an ink jet or a laser printer? Woman: I have a laser printer. Adam: Are you looking for a particular color? Woman: Gray, if possible. But white is fine, too. Adam: All right. If you’ll hold just one moment, I’ll see what we have in stock. Woman: OK, thank you. Adam: OK. We have both white and gray. All by Avery. Woman: That’s great. I ran out of cards and need to make an emergency supply for tomorrow. How late are you open …

11

A booking problem

Track 12

Ellen: Good afternoon, Sterling Hotel at the airport. This is Ellen; may I help you? Doug: Yes, this is Doug Edwards. I would like to reserve a double room for three nights, October 28 through the 30th. Oh, and non-smoking, please. Ellen: Just a moment, please. […] Mr. Edwards, all our non-smoking rooms are booked for the 28th, but there are non-smoking rooms available for the 29th and 30th. Doug: I see. Ellen: If you like, we could give you a smoking room for the first night, and then move you to a non-smoking room for the other two nights. Doug: That seems inconvenient, doesn’t it? You can’t move one of the other guests? Ellen: No, I’m sorry, we can’t do that. We can reserve the smoking room, and if someone cancels, we will automatically move you to a non-smoking room. Doug: What is the room rate? Ellen: It’s $150 per night and that includes breakfast. Doug: Hmm … The price is fine. I’m just not very happy about having to change rooms after the first night. Ellen: Hold just a moment, Mr. Edwards, while I check something for you. […] Mr. Edwards? Doug: Yes? Ellen: I can give you a non-smoking room for all three nights at our Sterling downtown location. In fact, I can get you into our corporate suite for the same rate I gave you for our airport location. Doug: How far is the Sterling downtown from the airport? Ellen: About a twenty-minute cab ride. Doug: That sounds fine. Thank you for looking into that for me. Ellen: It’s my pleasure, Mr. Edwards. Now if I could just get some information from you for the reservation …

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Chapter 3 homework answer key A

> back to questions

Talking about customer expectations Explain how customer expectations have changed over the last twenty years in your industry. Our company provides IT solutions to corporate clients. Twenty years ago, this business was nearly nonexistent. Customers seeking IT solutions had very little choice of vendors and thus listened to everything an IT consultant said. However, as consumers became more educated and more specialized, we have had to expand our product line to offer customized solutions. Sometimes, our customers have as much knowledge as we do of IT solutions, so it has really become a challenge to satisfy everyone …

B

Describing customer service experiences A young employee in your call center has been receiving complaints from customers about his poor tone of voice. What advice would you give to improve tone of voice? I would point out that tone of voice impacts 38% of the message in verbal communication. This is probably higher on the phone. Then I would explain, step-by-step, how to improve tone. Here are some tips I would give …

C

Assisting customers Some people “go out of their way” to help customers. This means doing more than what is expected. Describe an occasion when you experienced this. Two years ago, when I went to Hawaii with my family, the taxi driver went out of his way to help us. After arriving in Honolulu Airport, we caught a taxi to the hotel. At that time, my English was very poor, so I was really worried about being in a foreign country. The taxi driver spoke some Japanese and tried to make us feel relaxed. When we got to the hotel, I realized that I didn’t have my passport. The taxi driver quickly called the airport on his cell phone to see if …

D

Discussing customer loyalty Describe a brand or product that you are loyal to and explain why. I’ve never really been interested in designer brands, but I am a very loyal customer when it comes to toothpaste. Since I was a child, I’ve always used AquaBright toothpaste. Believe it or not, I’ve never had a cavity in my life. I don’t know if it’s true, but AquaBright combines three specially designed …

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Chapter 4

Strategic management Topics The role of management Company mission and objectives Priorities and strategies Company performance

Objectives Discussing the role of management Defining the company mission and objectives Analyzing the situation Evaluating performance

Structures Nouns and adjectives with outReview: verb + infinitive, verb + gerund Past conditional

1

We’re looking for a replacement Paul: Charles: Paul: Charles: Paul: Charles: Paul: Charles:

40

So, how’s everything at United Electronics? Not too bad. Have you heard that Bill Jensen, president of our wireless unit, is planning to retire at the end of the year? No, I haven’t. What are you going to do? Well, we’re looking for a replacement. That’s not going to be easy. Running a large operation like that is a big job. It sure is. We need someone with experience and good business judgment—someone who can give the division strong leadership. Do you have anyone in mind? Yes, as a matter of fact, I do. And I’m having lunch with him right now.

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Discussingthe therole roleof ofmanagement management Discussing 22

Howdo doCEOs CEOsspend spendtheir theirtime? time? How Howdo doyou youspend spendyour yourtime? time? How Howdoes doesyour yourmanager managerallocate allocatehis hisororher her How time? time? Whatother otheractivities activitieswould wouldyou youadd addtotothis this What graph? graph?

6.8% 6.8% 22.5% 22.5%

26.1% 26.1%

17.4% 17.4%

Reading& & review ing Reading review ing Reading and reviewing Reading and reviewing documents documents documents documents Meetings Meetingswwith w ith ithoutside outside Meetings with outside Meetings outside groups groups groups groups V Visits V isits isitsto toto tocompany company company Visits company installations installations installations installations Phone Phonecalls calls Phone calls Phone calls Staf Staf f meetings f meetings Staff meetings Staff meetings

Other Other Other Other

14.4% 14.4% 13.8% 13.8%

33

What Whatdo domanagers managersdo? do? … …aaleader leaderininthe theindustry, industry,isisseeking seekingan anArea AreaOperations OperationsManager. Manager.

Your Yourresponsibilities responsibilitieswill willinclude include ••managing managingand andmotivating motivatingteams teamsininyour yourarea; area; ••preparing preparingsales salesforecasts forecastsand andcommunicating communicatingwith withproduction productionmanagers; managers; ••preparing preparingand andmanaging managingthe thearea areabusiness businessplan; plan; ••producing producingaccurate accurateforecasts forecastsfor forthe thelocal localmarket. market. ••planning planning ••staffi staffing ng

••motivating motivating ••supervising supervising

••organizing organizing ••leading leading

••communicating communicating ••decision-making decision-making

Employeeexpectations expectationsof ofmanagers managers 44. . Employee ToTogive givemanagers managersan anidea ideaofofwhat whatmatters mattersmost mosttotoworkers, workers,Lore LoreInternational InternationalInstitute Institutesurveyed surveyed500 500 employees employeesfrom frommany manydifferent differentorganizations organizationsand andindustries. industries.Their Theirfifindings ndingsoffer offerinteresting interestinginformation informationfor for managers. managers. What Whatemployees employeeswant want… …

… …and andwhat whatthey theydon’t don’twant. want.

Honesty Honesty

91.5 91.5

Humor Humor

29.0 29.0

Fairness Fairness

89.2 89.2

Cheerfulness Cheerfulness

28.8 28.8

Trust Trust

86.7 86.7

Emotional EmotionalSupport Support

25.4 25.4

Respect Respect

84.7 84.7

TLC* TLC*

24.4 24.4

Conversation Conversation

14.2 14.2

Friendship Friendship

2.9 2.9

Source: Source:www.businessknowhow.com/manage/employees-want.htm www.businessknowhow.com/manage/employees-want.htm **TLC TLC==“tender “tenderloving lovingcare” care”

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Defining the company mission and objectives 5

Mission and values statements An organization’s mission is its reason for being. A mission statement should describe the organization’s major areas of interest and the basic needs it intends to satisfy. It should provide the organization with a sense of purpose and long-term direction. Here are a few examples: Hewlett-Packard: Hewlett-Packard is a major designer and manufacturer of electronic products and systems for measurement and computation. HP’s basic business purpose is to provide the capabilities and services needed to help customers worldwide improve their personal and business effectiveness. American Red Cross: The mission of the American Red Cross is to improve the quality of human life, to enhance self-reliance and concern for others, and to help people avoid, prepare for, and cope with emergencies. Otis Elevator: Our mission is to provide any customer a means of moving people and things up, down, and sideways over short distances with higher reliability than any similar enterprise in the world. Source: www.csun.edu/~hfmgt001/smterms.htm

What is the mission of your company? What values are important to your company? 6

Objectives

Tracks 14–18

Objectives define what must be achieved in order for the company or organization to accomplish its mission. Objectives can be … corporate / departmental / individual

long-term / short-term

broad / specific

a.

corporate

long term

broad

b.

departmental

short term

specific

c.

departmental

short term

broad

d.

departmental

short term

specific

e.

corporate

long term

specific

What are your company’s long-term objectives? Were any specific objectives set at the beginning of the year? Have you set any objectives for yourself? Are they broad or specific? Short- or long-term? 7

Nouns and adjectives with outCharles: What outcomes do you expect to achieve this year? Paul: First, we plan to replace at least half of the outdated manufacturing equipment. That will help us meet our target of a 20% increase in production output by the end of the year.

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Nouns outcome outlook output outset

Adjectives outdated outspoken outstanding outgoing

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Analyzing the situation 8

What are the critical issues? Strengths

Weaknesses

Opportunities

Threats

A SWOT analysis examines the strengths and weaknesses of a company and the opportunities and threats it may face in the future. The analysis helps a company plan and prioritize its strategy.

Scenario 1 A decrease in the value of the dollar will make our products more competitive in export markets. A rise in value will make the profit picture less certain. Scenario 2 The planned change in pharmaceutical regulations will allow us to market our products in outlets other than pharmacies. Scenario 3 A large, multinational chain with greater financial and marketing resources than ours could undercut our prices by at least 10%. 9

What are our top priorities? First on the list is lack of brand awareness. Our primary concern is the ongoing price war within the industry. Top priority must be given to the replacement of old and obsolete equipment. The biggest threat facing us is the lack of motivation of our employees. One major obstacle is the loss of consumer confidence. What are the top priorities for your company?

10

Developing strategies Strategies are the ways companies and organizations achieve their objectives. Paul: To improve our ability to adapt to change, we need to simplify the structure of the organization. Charles: So the first step will be to decide which positions and departments can be eliminated or combined? Paul: Yes, and then we’ll look at how to improve communication. Charles: And then? Paul: Then we need to create systems and procedures that give all employees an incentive to contribute their ideas. If a suggestion is good, it needs to be recognized and, when possible, implemented. Charles: This will create a culture of change within the company. That’s right. Change is not something that should happen once every five or ten years—it needs to be continuous.

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Evaluating performance 11

Review: verb + infinitive, verb + gerund Verbs followed by an infinitive afford agree appear decide expect

hope intend need offer plan

Verbs followed by a gerund refuse seem try wait want

avoid consider discuss enjoy finish

keep mind postpone put off quit

recommend stop suggest talk about think about

We plan to streamline the organization, but we’d like to avoid laying people off if possible. Brand awareness is very low. You should consider (sponsor) a sports team. Payroll costs are too high. You can’t afford (increase) salaries this year. The company must expand its market. Management needs (investigate) export possibilities. A competitor is not doing well. We suggest (buy) them out. 12

A problem with production The problems at the factory are To meet delivery schedules, production must Employees feel maintenance people are Plant management should train staff to The plant manager must improve the situation If he cannot turn things around, he’ll probably

13

Track 19 a) technical. a) increase 15%. a) adequate. ● a) avoid problems. a) within one month. a) be fired. ● ●

b) technical and managerial. b) increase 50%. ● b) poorly trained. b) fix problems. ● b) within two months. b) hire a new staff. ●

Past conditional: if + had …, would have … The maintenance workers didn’t do their jobs properly. That’s why the equipment broke down. If the maintenance workers had done their jobs properly, the equipment wouldn’t have broken down. The equipment broke down. The company didn’t meet its delivery schedules. If the equipment hadn’t broken down, the company would have met its delivery schedules. The president visited the factory. He heard the employees’ complaints. We didn’t realize there was a problem. We didn’t act sooner. I didn’t know you were coming. I didn’t reserve a hotel room for you.

14

Culture corner In your country, what happens to managers who don’t do a good job? Do they receive additional support and another opportunity to improve their performance? Are they transferred to another division or department of the company? Are they demoted? Or fired?

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15

You’ve got mail: a warning letter From: To: Cc: Subject:

[email protected] [email protected] [email protected] Production levels

Memorandum To: Robert Smith From: Steve Pearson Date: 18 March 2008 Re: Production Levels This will confirm our telephone conversation yesterday regarding the production levels at the Baltimore plant. The latest figures, for the period March 1–15, indicate that production continues to fall far below plan levels. At this rate, the plant will not even produce 1,600 units this month. Our quota is 1,900. At our last meeting, we agreed on new production goals and a special maintenance program to insure that production reaches acceptable levels. As plant manager, it will be your job to see that these goals are met. Bob, this situation is very serious. We expect to see a substantial improvement over the next two months; otherwise, we will be forced to re-evaluate your position as plant manager. Sincerely, Steve Pearson Production Manager

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Chapter Chaptercheck check Now Nowyou youcan can… … AA

Discuss Discussthe therole roleof ofmanagement management 6.8% 6.8%

Reading &and review ing Reading & review ing Reading Reading and reviewing reviewing documents documents documents documents

22.5% 22.5%

Meetings Meetings wwith w ith ith outside outside Meetings Meetings with outside outside groups groups groups groups

26.1% 26.1%

V isits V isitsto company company Visits Visits toto to company company installations installations installations installations Phone Phone calls calls Phone Phone calls calls

17.4% 17.4%

Staf Staf f meetings f meetings Staff Staff meetings meetings

Other Other Other Other

14.4% 14.4% 13.8% 13.8%

BB

What Whatdo domanagers managersdo? do?

Defi Define nethe thecompany companymission missionand andobjectives objectives Hewlett-Packard: Hewlett-Packard:Hewlett-Packard Hewlett-Packardisisaamajor majordesigner designer and andmanufacturer manufacturerofofelectronic electronicproducts productsand andsystems systemsfor for measurement measurementand andcomputation. computation.HP’s HP’sbasic basicbusiness businesspurpose purposeisis totoprovide providethe thecapabilities capabilitiesand andservices servicesneeded neededtotohelp helpcustomers customers worldwide worldwideimprove improvetheir theirpersonal personaland andbusiness businesseffectiveness. effectiveness. What Whatisisyour yourcompany’s company’smission? mission?

CC

DD

Analyze Analyzethe thesituation situation Strengths Strengths

Weaknesses Weaknesses

Opportunities Opportunities

Threats Threats

Whatare areyour yourcompany’s company’sstrengths, strengths, What weaknesses,opportunities, opportunities,and and weaknesses, threats? threats?

Evaluate Evaluateperformance performance

InInyour yourcountry, country,what whathappens happenstoto managers managerswho whodon’t don’tdo doaagood goodjob? job?

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Chapter 4 homework A

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Discussing the role of management What three qualities are important for a good manager? Why?

1.

Availability to talk with his team - because meetings are always important and sometimes they don't take the time to attend them

2.

Responsibility - To deliver everything on time and with the quality expected, this improves the team performance

3.

Leading - to lead the team to an objective, share the ideas to the team and be a good leader to guide the team

B

Defining the company mission and objectives What are your company’s objectives and mission statement?

My company is Bimbo, it's objective is to have the best bread in Mexico and Latin American Region, be a real competitor about the prices and the quality of bread. Our mission statement is "always carrying you with high quality ingredients" C

Analyzing the situation Conduct a SWOT analysis of your company and explain what your company needs to do to overcome its weaknesses and build on its strengths.

D

Strengths

Weaknesses

Price - The products are cheap and can be bought by everyone Distribution - The products are offered in almost every store The Brand - We have good acceptance in the market

Products - we have limited variety of products Production - we need no improve the amount of puces of bread to satisfy all the needs

Opportunities

Threats

Variety: We need to Introduce new products in the market. Exportations - Improve the number of shipment to another counties Reduce Cost of Production - Improve our processes

Local companies Similar companies Money exchange

Evaluating performance How much impact does a company president have on a company’s performance? Explain your answer.

The impact that the president has is really important, he is the one that guides the company and if his performance is low, it will be reflected on to the employees, so the president's performance its like the Key Indicator o the company. Business Level 4 • Chapter 4

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Chapter 4 audio scripts 1

We’re looking for a replacement

Track 13

Paul: So, how’s everything at United Electronics? Charles: Not too bad. Have you heard that Bill Jensen, president of our wireless unit, is planning to retire at the end of the year? Paul: No, I haven’t. What are you going to do? Charles: Well, we’re looking for a replacement. Paul: That’s not going to be easy. Running a large operation like that is a big job. Charles: It sure is. We need someone with experience and good business judgment—someone who can give the division strong leadership. Paul: Do you have anyone in mind? Charles: Yes, as a matter of fact, I do. And I’m having lunch with him right now.

6

Objectives A. B. C. D. E.

12

To become the world leader in computer security systems. To cut fuel costs by 15% over the next year. To encourage staff involvement in the decision-making process. To increase the number of “very satisfied” responses on customer satisfaction surveys by 50% this year. To reduce harmful factory emissions to as close to zero as possible.

A problem with production Paul: Steve: Paul: Steve: Paul: Steve: Paul: Steve: Paul: Steve: Paul: Steve: Paul:

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Tracks 14–18

Track 19

Well, Steve, how do you feel about what we’ve just seen? I think we’re in big trouble. As I see it, we’re facing two problems—in the technical area and in management. Go on. Well, on the technical side, most of our equipment is over twenty years old, and it’s always breaking down. Every repair costs us time and money. If things don’t change, the plant will never fill its production quota, and we won’t be able to meet delivery schedules on several of our large contracts. What kind of increase do we need in our production rate to meet those schedules? Production needs to increase by at least 15%. That much, huh? Well, I had a chance to talk with a number of the people working on the assembly line, and they made some interesting comments. They say they’re understaffed and that members of the maintenance department aren’t properly trained. I guess they feel overworked. Yes, they do. They also feel that management just waits for equipment to break down and then has it repaired instead of training the maintenance staff to prevent breakdowns. As the plant manager, that’s Bob Smith’s responsibility. Exactly. It seems that he may be part of the problem. I’d like you to study the situation, then talk with Bob. Let him know he’s got two months to turn things around. And if he doesn’t? We’ll have to consider replacing him.

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Chapter 4 homework answer key A

> back to questions

Discussing the role of management What three qualities are important for a good manager? Why?

1. Leadership. To be a good manager, you need to want to lead. You need to be willing to take responsibility and give direction to the team. 2. Decisiveness. Managers make decisions all the time. Some decisions need to be made immediately while others need to be thought through carefully. Either way, making decisions is a duty that managers can’t run away from. 3. Patience. Management can be a stressful job. Managing your emotions is as important as managing your people. B

Defining the company mission and objectives What are your company’s objectives and mission statement? Company: (DCC) The Dog Certification Company • Our mission statement is “To go where no dog has gone before.“ We do this by working with dog owners and business owners in the pet industry to educate them on proper pet etiquette. • Our objectives are to certify 250 dogs in Class A, 550 dogs in Class B, and 750 dogs in Class C by the end of this year.

C

Analyzing the situation Conduct a SWOT analysis of your company and explain what your company needs to do to overcome its weaknesses and build on its strengths. Strengths • one of the first companies in Japan to offer certification • well known among dog associations • partnership with Japan Dog Federation

Weaknesses • lack of training programs for dog owners • lack of facilities in urban areas

Opportunities • current dog boom • increase in DINK families • more shops allowing pets

Threats • foreign dog federations entering Japanese market • increase in incidents involving dogs

Over the last several years, we have seen more dog owners in the Tokyo area. This has led to a greater need for dog training; however, currently we only have one training facility in Tokyo. Furthermore, as more exotic dogs are brought over from other countries, we need to offer a wider selection of training programs to … D

Evaluating performance How much impact does a company president have on a company’s performance? Explain your answer. One man alone cannot be totally responsible for a company’s performance. Most decisions are made by a panel of executives rather than just the president. Furthermore, the economy plays a large part in the overall performance of …

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Chapter 5

Meetings Topics The purpose of meetings Options and alternatives Plans and proposals Summary and closing

Objectives Explaining reasons for a meeting Discussing pros and cons Evaluating proposals Summarizing a meeting

Structures despite, in spite of Expressions for accepting / rejecting proposals Expressions used in building an argument

1

Requesting a meeting

Track 20

Voice mail: Hi, this is Rita Powell. I’m away from my desk. Please leave me a message and I’ll call you back. Tom: Hi, Rita. It’s Tom. I’d like to have a meeting with you and the members of your team next Monday at 9 a.m. to finalize the marketing plan for the new Home Touch product line. As you know, I asked Jim Kelly to look over the summary of the ideas we discussed at our last meeting. I’m sending his comments to you by e-mail. Please share them with your team and ask them to think about how we can include his ideas in our marketing plan. Let’s plan for two hours for the meeting. If there’s anything you would like to add to the agenda, just let me know. Thanks, Rita.

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Explaining reasons for a meeting 2

What kind of meeting? • • • •

3A

decision-making problem-solving planning brainstorming

The agenda Agenda: Home Touch marketing meeting • Review summary of marketing plan. • Jim Kelly’s comments: What can/can’t be included in plan? How will changes affect schedule? • Finalize list of activities to be included in plan.

3B

• Assign responsibilities. • Next steps: Prepare schedule. Set date for next meeting.

Let’s get started, shall we? Stating meeting objectives We’re here today I’ve called this meeting The reason we are meeting is

3C

to decide on a plan to come up with ideas to choose the best way

for finding new clients. for achieving our objectives. to advertise our services.

Giving background information As you probably know, management has rejected the budget proposal we submitted. As you may have heard, we will be attending the ComTech Trade Show for the first time this year. You should already be aware that the company is planning to reduce its operations in Europe. You have asked for a meeting with all department heads. At a Board meeting last week, it was decided that the company will go ahead with plans to open a subsidiary in China. You’d like to know who the best people to send to China as managers are. You will meet today with the Customer Service department. The company recently installed an expensive Interactive Voice Response system, and now you are receiving complaints from customers every day. They don’t like all the steps they have to go through before they can speak to a “real person.”

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Discussing pros and cons 4

Generating ideas 1.

Track 21

Increase repeat customers

Charge card

Preferred customer card

Collect customer information 2.

Automatic rebate after $500 of online or instore purchases

DB customer

3.

10% discount

Send promos 5

Discussing pros and cons Moving production to China Pros

Cons

• more affordable labor • opportunity to attract new customers in Asia • lower production costs = higher profits

• lost jobs at home; labor disputes • higher transportation costs to existing customers • language, cultural issues

One advantage of moving to China would be the lower labor costs. The biggest disadvantage is the higher transportation costs. Despite that, our profits would still be higher. It seems like a great opportunity. In spite of that, we ought to be very careful. 6

Which show should we attend? Dear Bettina, At our last meeting, you asked me to find the best trade shows for us to attend. There are three that I recommend: Food Expo International—the biggest and most widely attended (but most expensive) trade show for the food industry; would be an excellent way to make lots of new contacts; held annually in California. Metropolitan Food & Drink Show—takes place in town; most attendees and exhibitors are from the domestic market; very well attended; good if we want to expand our domestic business; cost is reasonable. Green Gourmet Exhibition—the smallest of the three, but fits our niche market the best; attendance is growing rapidly from year to year; participants come from all over the world, but especially Europe; held every August in France; cost is a little higher than average for shows of a similar size.

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Evaluating proposals 7

Making your case Should we make our Snak-Chip recipe “healthier”?

& For

' Against

I’m in favor of changing our recipe. For one thing, people are more health-conscious and are looking for lighter snacks. For another thing, many of our competitors have introduced “lite” products. And besides that, it would attract new customers.

I’m absolutely against changing our recipe. To start with, this is our most popular product. On top of that, we’re talking about a snack food—nobody expects chips to be healthy. What’s more, we could lose customers if the new chip doesn’t taste like the original—remember the problems Coke had?

Should the company switch to a new computer system? Should we reduce our staff and use more contract workers? 8

Tip!

For or against? I’m 100% in favor of that. I think it’s a terrific idea. It’s a good idea, but … I see your point, but … I’m sorry, but I just don’t think it will work. That’s completely out of the question.

9

The most common way to object is to say “Yes, but …” and then give a reason or ask a question.

What if …? If we introduced a time-clock system, it

would create might lead to could result in

As a result,

some people may quit. productivity would increase.

Therefore,

I think we should drop the idea. I feel we should go forward with the idea.

a lot of employee dissatisfaction. a greater awareness of punctuality.

Would you be in favor of closing the company for one month in summer? What would the results be? If your company decided to freeze salaries for a year, what would the consequences be?

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Summarizing a meeting Which idea is the best?

10

Proposals for spending the extra money we have in the budget A. Have a party at a nice restaurant. . . . . . . . . B. Give everyone a small bonus. . . . . . . . . . A or B C. Renovate the staff kitchen. . . . . . . . . . . A or C . . . . B or C D. Give the money to one or two “employees of the year.” . A or D . . . . B or D . . . . C or D E. Redecorate the office. . . . . . . . . . . . A or E . . . . B or E . . . . C or E . . . .D or E Tina: John: Tina:

Who thinks option A is the best? Who would prefer renovating the staff kitchen? Giving everyone a small bonus? John, what’s at the top of your list?

Assigning tasks

11

Tina: Ron: Tina: Susan: Tina: Sean: Tina:

Ron, I would like you to make the arrangements for the restaurant and the menu. I’m not sure I’ll have time for that, but I could take care of the invitations. OK. Susan, can you make the restaurant arrangements? Sure. No problem. Sean, could you do the decorations? Yes, I think so. And I’ll arrange for the entertainment.

Summarizing and closing

12

So, today we’ve discussed … And we all agree (that) the best choice / option / way to go is … Does everyone know what to do next? Is there anything else we need to discuss? Are there any questions / comments / objections? If there’s nothing else, then I suggest we wrap up the meeting.

Four steps to making meetings successful

13

1. Ask yourself if the meeting is really necessary. Can the meeting objectives be met another way (e.g., by sending an e-mail)? What would happen if the meeting weren’t held? 2. Prepare a written agenda and send it to those who will be attending. This will let them know what will be discussed and give them a chance to prepare. Do not hold surprise meetings. 3. Assign a time for each item on the agenda. Be sure to include time for discussion. Stick to your schedule. 4. Summarize the results of the meeting and say what needs to be done next. Assign all tasks with dates for completion.

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14

Putting it all together: management meeting The Situation Your company’s offices are small and unpleasant. The furniture is made of gray-painted steel, and there is no carpeting. The floors are covered with white tiles. Your employees often say they are bored or tired. Motivation is low. At the end of the day, everyone leaves the office as quickly as possible. You’ve recently read an article about research that found a strong connection between the work environment and employee efficiency and productivity. According to the article, colors can have a significant influence on behavior. For example, cool or light colors increase feelings of confidence and wellbeing. Bright reds and yellows stimulate physical and mental activity. Warm colors catch people’s attention and increase their energy levels. The research also suggested that employees enjoy their work more and take more pride in doing it well when their surroundings are comfortable, clean, and pleasant. The Meeting You’ve shared a copy of the article with department managers at the company. Read the questions below. Then have a meeting with the managers to come up with ideas for handling the problem. • Your company is not very profitable. Can you afford to invest in an office “upgrade”? • Can you afford not to? • How can you persuade the Board of Directors that an office upgrade will be a good investment? Once you’ve brainstormed several ideas, choose the best options and decide what to do next.

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Chapter check Now you can … A

Explain reasons for a meeting

I’d like to have a meeting to finalize the marketing plan … B

Discuss pros and cons Moving production to China

& Pros

' Cons

• more affordable labor • opportunity to attract new customers in Asia • lower production costs = higher profits

• lost jobs at home; labor disputes • higher transportation costs to existing customers • language, cultural issues

One advantage of moving production to China is … C

Evaluate proposals

& For

' Against

I’m in favor of changing our recipe because …

I’m absolutely against changing our recipe …

Are you in favor of changing the recipe? D

Summarize a meeting So, today we’ve discussed …

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Chapter 5 homework A

> go to answers

Explaining reasons for a meeting Your boss has decided to stop having weekly meetings in your division. Write an e-mail to your boss explaining why you feel it is important to have regular meetings. Subject:

Request for regular meetings

Dear [boss], I am writing to request that we continue to have regular meetings in our division for the following reasons.

Therefore, I hope you reconsider your decision. Regards,

B

Discussing pros and cons What are the pros and cons of working for your company? The prod and cons of working in NRFM are: Pros: The working environment is good, the people that are working here are responsible and that makes easier the job. another con are facilities to buy a car, also NRFM provide us training and cares about our personal development Cons: The time that we need to spent is high, as NRFM is a young company, most of the process are not defined, so we need to spent time trying to fix its gaps.

C

Evaluating proposals Explain a situation when your proposal was accepted or rejected. This year when I was working with Remarketing department we were starting a project about how to implement a system to automatize their process, so my proposal was to develop an internal system that suites all their needs, so we presented the idea with the executive stakeholders, and they rejected the idea arguing that instead of starting to develop the system we should look for a external provider that provides the solutions that the user needs. Today we haven'd had found a provider that gives us the solutions that covers all the business needs...

D

Summarizing a meeting Give a summary of the last meeting you had in your company. Who attended the meeting? What was the objective? What items did you discuss? What was decided?

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Chapter 5 audio scripts 1

Requesting a meeting

Track 20

Voice mail: Hi, this is Rita Powell. I’m away from my desk. Please leave me a message and I’ll call you back. Tom: Hi, Rita. It’s Tom. I’d like to have a meeting with you and the members of your team next Monday at 9 a.m. to finalize the marketing plan for the new Home Touch product line. As you know, I asked Jim Kelly to look over the summary of the ideas we discussed at our last meeting. I’m sending his comments to you by e-mail. Please share them with your team and ask them to think about how we can include his ideas in our marketing plan. Let’s plan for two hours for the meeting. If there’s anything you would like to add to the agenda, just let me know. Thanks, Rita.

4

Generating ideas

Track 21

Jake: … so we would like to find a way to turn our one-time customers into repeat customers. Any suggestions? Barry? Barry: First of all, I think we need to build a customer database. Carla: Well … before we do that, we need some records to enter into the database. Right now, we collect very little information from our customers. Jake: How should we do that, Carla? Carla: How about a “preferred customer” card? When customers make a purchase, we ask if they have a card. If not, we can give them a card and ask them for contact information at the same time. Jake: And what do preferred customers get? Carla: Well, I know a few stores where they use a similar card system. For every ten dollars a customer spends in the store, they get a sticker on their card. When they’ve collected ten stickers, they get a 10% discount off their next purchase. And since we would have their contact information, we could add them to the database and send them information about special offers. Barry: If we’re thinking about issuing cards, why don’t we consider a store charge card? Automatic rebates could be credited to the customer’s account after, say, they buy $500 worth of products. And it could be used for both online and in-store purchases. Jake: These are some great ideas. Barry, I’d like you to look into what we would need to do to set up a customer database, and how much it would cost us to have our own store card. Carla, I’d like you to research the effectiveness of the sticker card you mentioned. Now, moving on to …

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Chapter 5 homework answer key A

> back to questions

Explaining reasons for a meeting Your boss has decided to stop having weekly meetings in your division. Write an e-mail to your boss explaining why you feel it is important to have regular meetings. Subject:

Request for regular meetings

Dear [boss], I am writing to request that we continue to have regular meetings in our division for the following reasons. 1. Brainstorming In our meetings, we have many chances to share ideas. These ideas help us become better at our jobs. 2. Problem-solving In our meetings, we solve many problems. Our new employees often don’t know how to handle difficult situations. In our meetings the senior employees can give them advice. 3. Decision-making In our meetings we can make decisions together. This way, employees will be more motivated. Therefore, I hope you reconsider your decision. Regards,

B

Discussing pros and cons What are the pros and cons of working for your company? One good point about our company is our emphasis on long-term goals. This mindset allows us to invest heavily in research and development. This goes for employee training as well. However, one con of working here is our inability to …

C

Evaluating proposals Explain a situation when your proposal was accepted or rejected. In general, our company is open to new ideas. About three years ago, I proposed that we sell our products as set packages for customers with specific needs. My boss with very impressed with my idea, and he had me make a presentation to the General Manager of our Division. After I had …

D

Summarizing a meeting Give a summary of the last meeting you had in your company. Who attended the meeting? What was the objective? What items did you discuss? What was decided? Yesterday, we had a meeting in our department to decide our new campaign. There were four attendees including my boss, two of my colleagues, and me. We started our 90-minute meeting talking about the changes in current market needs and …

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Chapter 6

Review Now you can … | Summarize a meeting | Evaluate proposals | Discuss pros and cons | Explain reasons for a meeting | Evaluate performance | Analyze the situation | Define the company mission and objectives | Discuss the role of management | Discuss customer loyalty | Assist customers | Describe customer service experiences | Talk about customer expectations | Discuss marketing alternatives | Talk about advertising | Define markets and consumers | Describe the marketing mix | Follow up | Exchange information | Develop relationships | Talk about networking

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Action modules A ➠ Business cards

Featured language: recommendations, suggestions, cross-cultural information You are talking to a foreign colleague over lunch. He/she is asking for advice about business card etiquette in your country. What advice would you give him/her about how and when cards are exchanged? What is the most important thing to remember? Is there anything you shouldn’t do? Have you ever had experience of business card etiquette in other countries? How did it compare? Getting started: So [name], you wanted to know about business cards in Japan, is that right? Interview with the CEO

Featured language: explanations, giving details, playing for time (hesitation strategies) You are the CEO of your company. You are giving an interview for your company’s in-house magazine. The interviewer is asking questions about three areas: • The company’s mission and your vision. • Your typical day. • What you think the priorities for managers are. Getting started: Well, that’s a very good question! Summary of a meeting

Featured language: summarizing, explaining, giving information A new supervisor has just joined your project team/department. You have to make sure he/ she knows what happened in the two most recent meetings. Be sure to give some background information. What kind of meetings were they (e.g., planning, decision making etc.)? Who attended? What was on the agenda? What decisions were made? Getting started: So, [name], let me give you a little background. ➠ A customer enquiry

Featured language: open-ended questions, closed-ended questions, high-gain questions You are answering a call from a customer. Find out what they want. Make sure you ask the appropriate kind of question to get the information you need (see above). Be sure to: a) discuss all available options b) tell the customer what can and what can’t be done c) get agreement from the customer. Getting started: [name] speaking. How can I help?

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Action modules B Business cards

Featured language: asking for advice, getting clarification You recently moved to an overseas office and are still learning about how to do business here. One of the things you feel you still have a lot to learn about is local business card etiquette. You are at lunch with one of your local colleagues. You would like to find out as much as you can about the dos and don’ts of handing out and receiving business cards. How do the local practices compare to those in your home country? Getting started: Yes, what advice would you give about what to do and what not to do? ➠ Interview with the CEO

Featured language: pressing for details, asking for clarification, paraphrasing You are interviewing your company CEO for the in-house magazine. You are asking questions about three areas: • The company’s mission and the CEO’s vision. • His / her typical day. • What he / she thinks the priorities for managers are / should be. Be sure to press for details where you can. What do you think your readers will be interested in? Getting started: Thank you for taking the time to talk to me. My first question for you is . ➠ Summary of a meeting

Featured technique: pressing for details, asking for clarification You have just joined a new team/department as supervisor. You need to find out what is going on and what happened in the recently held meetings. You have asked your colleague to fill you in. Make sure you understand the background. Find out what kind of meetings they were (e.g. brainstorming, problem-solving etc.). Who attended? What was on the agenda? What decisions were made? What next steps have been agreed upon? Getting started: I really appreciate your time, ! Can you fill me in on recent developments? A customer enquiry

Featured language: talking about experience, giving reasons It’s Saturday morning. You are calling the company because the item you bought six months ago isn’t working. You still have the receipt and the item is still under guarantee. Getting started: Hello, I wish to register a complaint!

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Your turn 1

A: Describe one (or more) of your business contacts. Who do they work for? What do they do? When and where did you first meet? How long have you known each other? How often do you have contact? B: Explain a typical product life cycle. What happens during the prelaunch, growth, maturity and decline phases in terms of a) sales and b) profits? When is marketing most important? What about market research? C: Summarize and explain what the 4 Ps of product, price, place and promotion mean. How important is price? What about the market position of the product/service? What about distribution? What kinds of promotion are there? Which is the most effective? D: Talk about an advertising campaign you think was / is successful. What are the reasons it is successful? What are the slogans and catch phrases? Explain AIDA (attention, interest, desire, action). E: Prioritize and explain what employees usually want from their managers. What don’t they want? Which factors and behaviors are the most important? Which are less important? How does your manager’s style compares to this?

2

A: Moving overseas Featured language: connecting ideas, back-up arguments, rhetorical questions Make a presentation on the pros and cons of moving operations to another country. Be sure to include an introduction and opening, the main body and a closing. What about labor costs and production costs? Are language and cultural issues a concern? Be sure to present both sides of the argument. Answer questions on your presentation. Restate or paraphrase the question, then expand on the information. B: Customer expectations Featured language: expanding ideas, giving examples, paraphrasing Make a presentation on how the RATER model (reliability, assurance, tangibles, empathy, responsiveness) can help your company meet customer expectations. Be sure to include an introduction and opening, the main body, and a closing. What does each of these words mean in practical terms? What are some things customers hate? Why do customer switch? Answer questions on your presentation. Restate or paraphrase the question, then expand on the information. C: SWOT analysis Featured language: prioritizing, summarizing, giving details Give a SWOT (strengths, weaknesses, opportunities, threats) analysis of your company or organization. Answer questions on your presentation. Restate or paraphrase the question, then expand on the information.

Objectives ladder confirmation and wrap up

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Chapter 7

Human resources Topics Recruitment Applicants Employment policies Benefits Performance reviews

Objectives Discussing recruitment Responding to applicants Describing policies and benefits Talking about performance reviews

Structures Reported speech Permissives: allow, permit, let

How’s the response been?

1 John: Cara: John:

Cara: John: Cara: John: Cara: John:

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Track 22

Good afternoon. Executive Recruitment, John Adler speaking. Hi, John. This is Cara Wilson from Rayburn. I’m calling to see how the response to the job ad has been. Oh, hi, Cara. As you know, the application deadline is next week, but so far, the response has been excellent. We’ve received about fifty résumés, and I’ve made a short list of the most promising applicants. You said you wanted to be here for the first interviews, right? That’s right. How soon can we start? If it’s OK with you, I’d like to schedule interviews for the 10th, 11th, and 12th. Sounds good. Can you send me the résumés of the applicants on your list so far? Sure. Is Friday OK? Perfect. Then I can have a look at them over the weekend and give you some feedback on Monday. That’d be great, Cara. Thanks.

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Discussing recruitment Recruitment methods

2

recommendations, word of mouth recruitment agencies classified ads

unemployment office labor office Internet résumé searches

How does your company find applicants? Do you use one method or a combination of methods? Which way is the most effective? The most economical?

Positions available

3

EXPERIENCED SALES REP Peachtree, a leader in the computer industry, is expanding. Due to rapidly growing demand for our products, we are adding several sales positions. Successful candidates will have a minimum of three years’ experience selling computer-related products, a proven sales record, and excellent communication skills. Candidates should be familiar with the IT / software industry in general. Knowledge

of and experience with Peachtree products a plus. Comprehensive training will be provided. In addition to a generous salary and benefits, successful candidates can earn unlimited commissions. Interested applicants should send their résumés with cover letter and salary history to: [email protected].

What skills are necessary?

4

Computer proficiency and language skills are

a must. critical. essential. the absolute minimum.

What skills are essential for your job? What skills are the absolute minimum for an entry-level position in your department?

Who will you interview?

5

• • • • • •

Imagine your company placed an ad in the paper for an open position in your department. You have received 150 résumés, and your boss has asked you to create a short list of ten applicants to invite for an interview. What information will you use to make your decision? education additional qualifications references experience language skills other

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Responding to applicants On the phone: we’re impressed with your résumé

6

Tracks 23 and 24

Call 1 True 1. The recruitment agency is calling. ...........................................................................................................T True 2. They are making an appointment for a first interview.............................................................................T False 3. Debra has applied for a marketing position. ...........................................................................................T False 4. The company hasn’t seen Debra’s résumé yet. ........................................................................................T Call 2 False 1. The recruitment agency is calling back....................................................................................................T True 2. The company is inviting Cara to a second interview................................................................................T False 3. Debra and Cara will meet at the recruitment agency. .............................................................................T True 4. Debra will have an interview with the department head. .......................................................................T 7

F F F F F F F F

A letter of rejection Dear Thank you for your letter regarding the position of

.

Although your background and work experience are very impressive, • we have chosen a candidate whose qualifications more closely match our requirements • the position has already been filled We wish you every success in your job search.

8

Reported speech “We are looking for a new trainee.” “I want you to read the résumés.” “The first interview will be on Tuesday.” “We have filled the position.” “We wrote back to all the candidates. “Call the recruiting agency!” “Don’t place an ad in the paper!”

He said they were looking for a new trainee. He said he wanted me to read the résumés. He said the first interview would be on Tuesday. He said they had filled the position. He said they had written back to all the candidates. He told me to call the recruiting agency. He told us not to place an ad in the paper.

“I want to interview Jill Carson and Brian Dawkins again.” “Call them and make an appointment for a second meeting.” “Send a polite letter of rejection to the other applicants.” “I haven’t made a final decision yet.” “We will offer the job to the person who can start the soonest.”

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Describing policies and benefits What’s the policy?

9

Employees may take up to five personal days a year.

• • • • 10

Active voice

The company allows employees to take up to five personal days a year. The company permits employees to leave early on Fridays. The company allows employees to take company equipment home.

Passive voice

Employees are allowed to take four weeks of vacation. Employees are not permitted to use company phones for personal calls.

wear casual clothing work flexible hours, if approved smoke inside the building carry over a maximum of ten unused vacation days to the next year

Track 25

Company benefits already offered dental plan health plan life insurance pay for child care pay for training retirement plan

11

possible new benefit ●

●

● ●

●

●

A paycheck NuTek, Inc. 3434 Main Street Miami, FL 33128

38999

38999

MAIN STREET BANK Miami, FL 33128 12-34/5678 DATE 05/15/07

AMOUNT $1,771.11

PAY

One thousand seven hundred seventy-one dollars and eleven cents

TO THE ORDER OF

James Murray 17 Grove Lane Miami FL 33150

VOID AFTER 90 DAYS

James Murray

Gross Pay Fed. Income Tax Soc. Sec. Tax Medical Dental NET PAY

$2450.00 347.60 202.09 78.95 50.25 1771.11

002268001 002268001 123 45678

This is one of James Murray’s bi-weekly paychecks. James’s annual salary is $63,700. NuTek deducts money from each of his checks for taxes and payments to the company’s medical and dental insurance programs. Each payday, James’s take-home pay is $1,771.11.

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Talking about performance reviews 12

13

Job performance evaluations Job knowledge

has all the skills necessary to do the job; stays up-to-date with developments related to the position

Planning

is able to plan and schedule work effectively; sets goals and organizes work; uses time efficiently

Performance

produces high-quality work; is reliable; meets deadlines; works well under pressure

Communication

cooperates well with superiors, subordinates, and peers; speaks and writes clearly

Management

provides clear explanations and instructions to others; makes good decisions; solves problems

Potential

learns quickly; is willing to take on new responsibilities

How did the review go? Kim: Chris: Kim: Chris: Kim: Chris: Kim: Chris: Kim: Chris:

Kim: 14

So, how did your first performance review go? Pretty well, I think. Barbara says my knowledge and potential are outstanding. That’s good news. She also said my performance exceeds expectations in most areas. Sounds like you’re doing a great job. Not in everything. She told me my planning doesn’t always meet expectations. Well, you’ve only been there for six months. It takes time to get adjusted to a new position. True. And she’s offered to help me when I set goals and make schedules. Was there anything else? Well, according to Barbara, there’s one area that really needs improvement. She said my communication has been unprofessional at times. She wants to review drafts of any important e-mail messages before I send them. Sounds to me like Barbara is a very supportive manager.

Reported questions “When was your last evaluation?” “How can I help you with your job?” “Are you willing to take on new tasks?” “Do you need any additional support?” “Do you have any comments?”

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Ä She asked (me) when my last evaluation was. Ä She asked (me) how she could help me with my job. Ä She asked (me) if/whether I was willing to take on new tasks. Ä She asked (me) if/whether I needed any additional support. Ä She asked (me) if/whether I had any comments.

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15

You’ve got mail: announcing an appointment From: To: Subject:

[email protected] [email protected] Appointment of Daniel Robertson as Director of Marketing

Memorandum To: EMS Management Worldwide From: Steven McArthur Date: 5 May 2008 Re: Appointment of Daniel Robertson as Director of Marketing I am very pleased to announce the appointment of Daniel Robertson as the new Director of Marketing. He will be joining us on May 12. Daniel joins us from Schaefer Management Associates, where he held the position of Marketing Director of SMA’s European Division. Daniel graduated from Princeton University in 1990, and he has an MBA from Wharton. Please join me in welcoming Daniel to EMS and wishing him much success in his new position. Sincerely, Steven McArthur President

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Chapter check Now you can … A

Discuss recruitment How’s the response been?

B

Respond to applicants We were impressed with your résumé …

C

Describe policies and benefits NuTek, Inc. 3434 Main Street Miami, FL 33128

38999

38999

MAIN STREET BANK Miami, FL 33128 12-34/5678 DATE 05/15/07

AMOUNT $1,771.11

PAY

One thousand seven hundred seventy-one dollars and eleven cents

TO THE ORDER OF

James Murray 17 Grove Lane Miami FL 33150

VOID AFTER 90 DAYS

James Murray

Gross Pay Fed. Income Tax Soc. Sec. Tax Medical Dental NET PAY

$2450.00 347.60 202.09 78.95 50.25 1771.11

002268001 002268001 123 45678

Does NuTek, Inc. pay for Mr. Murray’s dental insurance? D

Talk about performance reviews How did the review go?

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Business Level 4 • Chapter 7

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Chapter 7 homework A

> go to answers

Discussing recruitment Companies have many ways of selecting applicants, including written tests, interviews, and recommendations. Explain your company’s hiring process. NRFM has different methods of selecting applicants, for example they use interviews, psychological test, technical exams. There are different stages in the interviews, first interview is with Human Resources department, they ask you soft questions about your profile and make you take some personality and psychological test if they feel that you are a potential candidate they contact you to the business client. In this interview, he asks you more technical questions related with the job position, he asks you about your experience and job background, sometimes the user can give you a business case and you need to solve it, if everything goes good in this stage, you go to the last filter with a Head department, he is the one that takes the final decision.

B

Responding to applicants Is education, personality, intelligence or appearance the most important when hiring a new employee? Which is the second most important? Give your reasons.

C

Describing policies and benefits Think of some creative benefits that companies can offer to attract and retain employees. Benefits compensation are good at NRFM, but I think we can make them better and more attractive to the employees, below my recommendations, focused on people that don't have family (wife, children) 1. Gym certificate 2. Monthly Starbucks certificate 3. Vacations bonus 4. Special discounts at clothing stores. 5. Monthly Gasoline bonus

D

Talking about performance reviews Many companies have switched from a seniority-based salary system to a performance-based one. Do you think this is a good idea? Why or why not?

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Chapter 7 audio scripts 1

How’s the response been?

Track 22

John: Good afternoon. Executive Recruitment, John Adler speaking. Cara: Hi, John. This is Cara Wilson from Rayburn. I’m calling to see how the response to the job ad has been. John: Oh, hi, Cara. As you know, the application deadline is next week, but so far, the response has been excellent. We’ve received about fifty résumés, and I’ve made a short list of the most promising applicants. You said you wanted to be here for the first interviews, right? Cara: That’s right. How soon can we start? John: If it’s OK with you, I’d like to schedule interviews for the 10th, 11th, and 12th. Cara: Sounds good. Can you send me the résumés of the applicants on your list so far? John: Sure. Is Friday OK? Cara: Perfect. Then I can have a look at them over the weekend and give you some feedback on Monday. John: That’d be great, Cara. Thanks.

6

On the phone: we’re impressed with your résumé John: Debra: John: Debra: John:

10

Tracks 23 and 24

Debra: John: Debra: John: Debra:

Hello. This is John Adler with Executive Recruitment. I’d like to speak with Debra Wallace, please. Yes, this is Debra. Debra, I’m calling in reference to your application for the sales position we advertised. Oh, yes. Did you need additional information from me? No, not at all. We were very impressed with your résumé, and we’d like to invite you in for an interview. Would you be available next Tuesday or Wednesday morning? Wednesday would be good for me. All right. Is nine o’clock OK for you? Yes, that would be fine. Great. Well, we’ll see you next Wednesday at nine. I’m looking forward to it. Thank you.

Cara: Debra: Cara: Debra: Cara: Debra: Cara: Debra: Cara: Debra:

Hello. Is this Debra Wallace? Yes, it is. Debra, this is Cara Wilson with Rayburn, Inc. Hello, Ms. Wilson. What can I do for you? I’d like to invite you to our office for a second interview if you’re still available. Yes, I am. When would you like me to come in? Could you come in on Tuesday at eleven? I’d like you to meet the head of our sales department. Tuesday at eleven is fine. Great. Well, thank you very much. And we’ll see you next week. Thank you. I’m looking forward to it.

Company benefits

Track 25

Woman: Man: Woman: Man: Woman:

In order to attract and keep talented people, we have to upgrade our compensation package. Why? We already pay more than most companies, don’t we? In terms of salary, yes. But our benefits package is average, at best. So what do you have in mind? Well, as you know, we have an excellent health plan with all costs paid by the company and optional life insurance with costs shared by the company and the employee. In addition, all employees are eligible for our retirement plan. Man: Our plan already represents over 30% of total payroll costs. Woman: That’s true for most companies. But many firms also offer benefits exceeding 40%. Man: What else do you think we should be offering? Woman: Well, many firms offer coverage for dental care, as well as paying for job-related training. Some firms even pay for child care. Man: Do you really feel that adding these benefits would improve the quality of applicants we attract? Woman: Definitely. And we wouldn’t have to offer everything. Man: Why don’t you put together a study of companies similar to ours that offer some of these additional benefits. If the results support what you’re saying and the added cost is reasonable, I’m willing to consider it.

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Chapter 7 homework A

> back to questions

Discussing recruitment Companies have many ways of selecting applicants, including written tests, interviews, and recommendations. Explain your company’s hiring process. Our company has a 3-step process of written exam, HR interview, and executive interview. The written exam consists of multiple choice, matching, and short essays. The test has been designed to measure the applicants analytical skills and …

B

Responding to applicants Is education, personality, intelligence or appearance the most important when hiring a new employee? Which is the second most important? Give your reasons. 1. Intelligence Intelligence is perhaps the most important quality. This is something that we as businesspeople need in any job. Our level of intelligence tells us how much potential we have in …

C

Describing policies and benefits Think of some creative benefits that companies can offer to attract and retain employees. I know a company that gives its employees discounts on OTC drugs. Each month, employees can get a 30% discount on medicine by ordering from the company medicine catalogue. This is a benefit that everyone can enjoy because it does not favor or discriminate against anyone. Many employees appreciate this benefit.

D

Talking about performance reviews Many companies have switched from a seniority-based salary system to a performance-based one. Do you think this is a good idea? Why or why not? Absolutely. For many years, Japanese employees worked in a system where everyone was treated equally regardless of performance. At that time, the system was accepted as people in Japan had more respect for seniority. However, in recent years, this has changed. The performance-based salary system is one way Japanese companies are attempting to change this. I think that …

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Chapter 8

Banking and finance Topics Bank services Financial documents Investments

Objectives Talking about bank services Discussing financial data Talking about investing Asking for and giving advice

Structures Relative clauses, object form: the bank that / which we use …, the financial advisor that / whom we consulted … Mixed conditionals: if we had managed our finances better, we wouldn’t need to borrow money now 1

What are the terms of the loan?

Track 26

Ms. Ames: Based on what you’ve told me, I don’t think you’ll have a problem getting a loan. Mr. Taylor: What will the interest rate be? Ms. Ames: One half percent above the prime rate, which is currently 8%. Mr. Taylor: And what about the payment schedule? Ms. Ames: Payments are due monthly for the twenty-year life of the loan. Mr. Taylor: Is it possible to pay loans off early? Ms. Ames: Of course. You can pay off the principal at any time with no penalty. Mr. Taylor: How long will it take to get final approval? Ms. Ames: Once we’ve received your application, the entire process usually takes two to three weeks. Mr. Taylor: Fine. I’ll get back to you as soon as we decide if we want to go ahead with the expansion. Ms. Ames: That would be fine. Thank you for coming in.

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Talking about bank services 2

What do companies borrow money for? • financing construction • funding projects and / or new ventures • purchasing equipment / property Has your company ever borrowed money? What for?

3

What services does the bank offer? First Bank offers the following commercial services: Õ • Corporate and small business checking and interest-bearing accounts • • • • •

4

Corporate and small business credit cards Commercial mortgages Construction loans Credit / debit card processing 24-hour online access to your accounts

To apply for a loan … Adam: Laura: Adam: Laura: Adam: Laura: Adam: Laura: Adam:

5

As part of your loan application, you’ll need to include a business plan. What exactly do you mean? A description of why the company wants the money. I see. And what else? We’ll need information about the company’s income, assets, liabilities, and any other debts. Couldn’t we just submit a statement of income and a balance sheet? You could, but this information must be included on the application form, as well. OK. What happens after the application is submitted? We run a credit check on your company, and the financial data and business plan are reviewed.

Relative clauses, object form The bank offers many commercial services. We use it. Ä The bank that we use offers many commercial services. Ä The bank which we use offers many commercial services. Ä The bank we use offers many commercial services. The financial advisor suggested refinancing our loans. We consulted him. Ä The financial advisor that we consulted suggested refinancing our loans. Ä The financial advisor whom we consulted suggested refinancing our loans. Ä The financial advisor we consulted suggested refinancing our loans. The expansion should increase the company’s profits. We’re planning it. The banker was very good. You recommended him. I am having lunch with a stockbroker. I met her at a conference last month. The loan officer hasn’t gone over the application yet. I submitted it.

Business Level 4 • Chapter 8

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Tip! Which and whom are used more often in writing than in speaking

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Discussing Discussing fifinancial nancial data data 66

Cash Cashflflow ow

77

Statementof ofincome income Statement Otherincome: income: Other revenues fromsources sourcesother otherthan thansales sales(e.g., (e.g.,interest interest revenues from 164.8 164.8 earned) earned) 5.0 5.0 169.8 169.8 Variablecosts: costs: Variable costs and expenseswhich whichchange changedepending dependingon on costs and expenses 112.7 112.7 productionvolumes volumes(e.g., (e.g.,materials) materials) 10.1 production 10.1 5.2 5.2 Fixedcosts: costs: 128.0 Fixed 128.0 41.8 costs 41.8 costswhich whichremain remainfairly fairlyconstant constant(e.g., (e.g.,rent) rent) 20.0 20.0 21.8 21.8

Income($mil) ($mil) Income Sales Sales Otherincome income Other Totalincome income Total Costs Costs Materialsand andproduction production Materials Operatingexpenses expenses Operating Researchand anddevelopment development Research Totalcosts costs Total Incomebefore beforetax tax Income Taxeson onincome income Taxes Netincome income Net 88

Balancesheet sheet Balance Assets($mil) ($mil) Assets Currentassets assets Current Cash Cash Short-termsecurities securities Short-term Accountsreceivable receivable Accounts Inventory Inventory Totalcurrent currentassets assets Total Fixedassets assets Fixed Land Land Plantand andequipment equipment Plant Totalfifixed xedassets: assets: Total Totalassets assets: : Total

76 76

0.6 0.6 0.2 0.2 12.4 12.4 7.4 7.4 20.6 20.6 1.6 1.6 6.6 6.6 8.2 8.2 28.8 28.8

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Liabilities($mil) ($mil) Liabilities Currentliabilities liabilities Current Accountspayable payable Accounts Mortgage Mortgage Interest Interest Taxes Taxes Totalcurrent currentliabilities liabilities Total Long-termliabilities liabilities Long-term Mortgagedue due Mortgage

8.0 8.0 1.8 1.8 0.9 0.9 3.4 3.4 14.1 14.1

Totallong-term long-termliabilities: liabilities: Total Totalliabilities liabilities: : Total

14.7 14.7 28.8 28.8

14.7 14.7

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Talking about investing Is it a good investment?

9 • • • • • • 10

Tip!

stocks bonds gold real estate mutual funds certificate of deposit (CD)

CD = certificate of deposit (bank certificate) CD = compact disc (audio or computer disc)

What kind of investor are you? The portfolio mix

stocks bonds

risk-taker

moderate risk-taker

cautious investor

conservative investor

I’m a conservative investor. I like a steady return with as little risk as possible. I’d like to earn a high return on my investment, and I’m willing to accept some risk to get it. 11

Investing in foreign markets 1. 2. 3. 4.

12

setting up a subsidiary company in a foreign country setting up a partnership with a company in a foreign market buying a foreign company using existing sales force and local agents to sell in a foreign country

a) acquisition b) direct exporting c) direct investment d) joint venture

Mixed conditionals If we had managed our finances better, we wouldn’t need to borrow from the bank now. Our market share in Asia would be much higher if our joint venture plans had succeeded. If we hadn’t put so much money into R&D years ago, … If my department had hired more people last year, … Our company would be more profitable if … I would have a lot more money for retirement if …

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Asking for and giving advice 13

On the phone: worried about my portfolio

Track 27

Charles Lawton is speaking with his financial advisor, Bill O’Neal. Charles is b his portfolio. Bill advises him not to let a changes worry him. Charles is b retirement age. Recently, the markets fell b . Charles’s portfolio a earlier in the year. Bill advises Charles to keep the b in mind. 14

a. satisfied with a. short-term a. nearing a. 4% a. appreciated a. long-term

b. concerned about b. long-term b. far from b. 6% b. lost ground b. long view

Stock listings Last Week’s Stock Market / Closing Share Prices Twenty Most Active Stocks NY Stock Exchange

NASDAQ

Vol. (00)

Last

Change

2031740

20.10

-2.32

WorldCom

4690517

5.01

-1.25

1865046

33.55

-3.55

SunMicro

3781243

7.97

-0.74

Lucent

1821438

3.95

-0.58

Cisco

3728948

15.30

-0.85

IBM

1103784

85.60

-11.65

Intel

2496265

28.39

-1.66

NokiaCp

1103762

18.69

-1.22

Oracle

2115167

11.51

-0.62

AT&T

AOL TW GenElec

Vol. (00)

Last

Change

1069206

13.60

-1.4

Microsft

1609194

55.93

+0.06

Compaq

913485

9.98

+0.42

SiebelSys

1336314

26.43

-1.45

HewlettP

737010

17.80

+0.81

DellCptr

1008942

26.12

-0.30

Pfizer

675130

39.29

+1.29

JnprNtw

877412

10.90

-0.52

MerrillLyn

634415

46.89

-7.01

Yahoo

863339

15.72

-2.45

Which stocks would you recommend buying? 15

What should we do? Paul: We’re holding too much cash. What do you suggest we do with it? Kenny: I would invest some of it in high-yield, short-term securities. Charles: Which do you recommend, setting up a subsidiary or entering into a joint venture? Sandra: Setting up a subsidiary is expensive. With a joint venture, you have a partner with local knowledge and experience. Joy: Our bank fees just keep going up and up. Do you think we should change banks? Maggie: You should look around and see what other banks are charging first. Simon: What do you think about investing in real estate? Linda: If I were you, I’d invest in something else. The market is flat and property taxes are high at the moment.

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16

You’ve got mail: a follow-up message From: To: Subject:

[email protected] [email protected] asset allocation suggestions

Dear Charles, As we discussed earlier this week, I’m following up with some suggestions for a few changes you might consider making to your current allocation of assets in your portfolio. I’ve outlined three different approaches in the attached document. These changes would allow you to take better advantage of the improved conditions we’re seeing in the international markets, as well as the strong growth worldwide in the energy sector. After you’ve had a chance to look this over, let’s set up a time to discuss how you would like to proceed. Best regards, Bill O’Neal Analyst & Broker Branford & Taylor Financial Consulting 383 Madison Avenue New York, NY 10017 tel.: (212) 555-8527 fax.: (212) 555-8533 e-mail: [email protected]

suggestions.doc

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Chapter Chaptercheck check Now Nowyou youcan can… … AA

Talk Talkabout aboutbank bankservices services First FirstBank Bankoffers offersthe thefollowing followingcommercial commercialservices: services: Õ Õ •• Corporate Corporateand andsmall smallbusiness businesschecking checkingand andinterest-bearing interest-bearingaccounts accounts •• Corporate Corporateand andsmall smallbusiness businesscredit creditcards cards •• Commercial Commercialmortgages mortgages •• Construction Constructionloans loans •• Credit Credit/ debit / debitcard cardprocessing processing •• 24-hour 24-houronline onlineaccess accesstotoyour youraccounts accounts

What Whatservices servicesdoes doesthe thebank bankoffer? offer?Explain. Explain. BB

Discuss Discussfifinancial nancialdata data

What Whatwas wasthis thiscompany’s company’stotal totalcash cashflflow owinin…? …? CC

Talk Talkabout aboutinvesting investing What Whatkind kindofofinvestor investorare areyou? you?

DD

Ask Askfor forand andgive giveadvice advice Which Whichstocks stocksdo doyou yourecommend recommendbuying? buying?

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Chapter 8 homework A

> go to answers

Talking about bank services Banks should be more willing to lend money to small businesses. Do you agree or disagree with this statement? Explain your answer. I think that banks should only lend the money that small business can pay, if the Banking Institutions provide big amounts of money to small business can affect their economy , because in many cases, the financial statements of small business have continuously hiccups, so Banks should make a good study and according to the results lend money. I think if the bank lend the money they should guide to the company during the life credit, to help them to make good investments

B

Discussing financial data The monthly profit and loss statement has just come out, and you see that net income has fallen due to lower sales. What can your company do to reduce costs? If this scenario is presented in a company, I would reduce cost by: *Traveling cost - International departures are not allowed, if you can take the meeting by video conference, phone call, if the travel is required, the employee needs to get the approval from the head department. *Conventions - This kind of events are limited for local conventions and for the people that arranged the meeting 1 year ago *Training - Special training with external companies are not allowed. * Social Meetings - This events are suspended, the clients should meet the customers in the office, catering coffee will be provided

C

Talking about investing What are some of the risks for companies investing in foreign markets? I think some of the risk that the companies should take in advice are: * Local Competitors: Take into account that local markets can corner the market, and new products are not well received * Local Taxes: companies should investigate the local laws and calculate its profit according to the taxes that they need to pay for offering their services * Man Workforce: The risk is that they need to pay more in another country than in their local country. * Local economy: This is a bid issue because if the companies are looking to invest in a country with a week economy, this potentially affects their financial statements

D

Asking for and giving advice Imagine that a friend gives you a million dollars to invest. He wants you to make as much money as you can with it in five years. How would you invest it? Use a pie chart to show the distribution of your investment.

Moderate Risk Taker

If I had a million dollars I would be a Moderate Risk Taker, I would allocate the money as follows: * 50% bank credit bounds * 25% invest in my own business * 25% I would lend my money and gain with interest

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Chapter 8 audio scripts 1

What are the terms of the loan? Ms. Ames: Mr. Taylor: Ms. Ames: Mr. Taylor: Ms. Ames: Mr. Taylor: Ms. Ames: Mr. Taylor: Ms. Ames: Mr. Taylor: Ms. Ames:

13

Track 26

Based on what you’ve told me, I don’t think you’ll have a problem getting a loan. What will the interest rate be? One half percent above the prime rate, which is currently 8%. And what about the payment schedule? Payments are due monthly for the twenty-year life of the loan. Is it possible to pay loans off early? Of course. You can pay off the principal at any time with no penalty. How long will it take to get final approval? Once we’ve received your application, the entire process usually takes two to three weeks. Fine. I’ll get back to you as soon as we decide if we want to go ahead with the expansion. That would be fine. Thank you for coming in.

On the phone: worried about my portfolio

Track 27

Charles: Bill: Charles: Bill: Charles: Bill: Charles: Bill: Charles: Bill:

Bill, with all the changes in the markets lately, I’m a little worried about my portfolio. We’ve had this chat before, Charles. I know. I know. I’m not supposed to let day-to-day market changes get to me. Exactly. You’re in it for the long term. You’re saving for retirement, right? Right. And you’re forty-six years old, right? Right. You have a lot of years in front of you—too many to be worrying about a hiccup in the markets here or there. But what about the 6% drop in share prices over the last two months— Your portfolio appreciated at least that much over the first four months of the year. You haven’t lost any ground at all. Charles: OK, OK. Bill: And even if you had, Charles, your portfolio has done very well the last ten years. You need to keep the long view in mind. Charles: It’s just that— Bill: Charles. Charles: All right. I’ll try to relax. Bill: I know it’s hard not to get worried when your future is at stake, but you’ve made some very good decisions. Let’s talk about your current asset allocation. There may be a few adjustments that we could make to …

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Chapter 8 homework A

> back to questions

Talking about bank services Banks should be more willing to lend money to small businesses. Do you agree or disagree with this statement? Explain your answer. If banks were more willing to lend money to small businesses, more talented individuals would leave their companies to start their own companies. More jobs would be created, and Japan would be more competitive globally. I’ve heard that in the US, the government, banks, and investors are more lenient with new businesses when it comes to lending money. Americans tend to have more of an entrepreneurial spirit than their counterparts in other countries. We can see this clearly with the …

B

Discussing financial data The monthly profit and loss statement has just come out, and you see that net income has fallen due to lower sales. What can your company do to reduce costs? In our business, our biggest cost is labor. However, it’s also the most difficult one to reduce without damaging employee moral or brand image. Therefore, managing labor costs needs to be done with the utmost care. In our company, we look at other nonessential areas that can be …

C

Talking about investing What are some of the risks for companies investing in foreign markets? Any company looking to expand their operations in foreign markets needs to consider more than just growth potential. They need to look at factors that could hamper or even bring business growth to a halt. Many companies have had firsthand experience of difficulties involving cultural differences, language barriers, and misunderstanding local needs. Companies need to consider the effects of …

D

Asking for and giving advice Imagine that a friend gives you a million dollars to invest. He wants you to make as much money as you can with it in five years. How would you invest it? Use a pie chart to show the distribution of your investment. I believe in the old saying, “Don’t put all your eggs in one basket.” So, I’d have at least half of the money put in low/risk low/return investments, such as government bonds, US currency, and gold. With the other half, I would look at …

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Chapter 9

Business travel Topics Travel plans At the airport Aboard the plane

Objectives Talking about travel plans Getting around the airport Getting around the plane Meeting a visitor

Structures in case, unless Causative, active form: I have a travel agent book my flights, I get a travel agent to book my flights because of, although (review) 1

Talking to a travel agent

Track 28

Agent: How may I help you? Traveler: I have to travel to Germany, and I’d like to fly into Hamburg and return from Frankfurt, if possible. Agent: That shouldn’t be a problem. When are you planning to travel? Traveler: I’d like to leave on May 18 and return on the 23rd. Agent: Leaving from JFK? Traveler: Yes. Agent: OK. Let’s see what we have. Do you want to fly business or economy class? Traveler: Business, please. And I’d like to leave as early in the morning as possible, both ways. Agent: OK, there’s a flight leaving on the 18th at 7:50 a.m., arriving in Hamburg at 10:25 a.m. local time. And there’s a return flight from Frankfurt on the 23rd at 8:00 a.m., arriving at JFK at 6:10 a.m. New York time. Would that work? Traveler: That sounds perfect. Agent: Then I’ll go ahead and book the seats for you. Could I have your name, please?

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Talkingabout abouttravel travelplans plans Talking 22

Here’syour yourticket ticket Here’s Whereisisthe thepassenger passengertraveling travelingto? to? Where Whattime timewill willshe shearrive? arrive? What

33

Didshe shebuy buyaaone-way one-wayororaaround-trip round-tripticket? ticket? Did Willaameal mealbebeserved servedon onthe theflflight? ight? Will

Unless,inincase case Unless, youdon’t don’thave haveaaticket, ticket,you youcan’t can’tcheck checkin. in. IfIfyou ÄYou Youcan’t can’tcheck checkininunless unlessyou youhave haveaa Ä ticket. ticket.

rains,you youwill willneed needan anumbrella. umbrella.Be Besure suretoto IfIfititrains, packone. one. pack ÄBe Besure suretotopack packan anumbrella umbrellain incase caseitit Ä rains. rains.

Pleaseleave leaveme meyour yournumber number in case I Ineed Please needtotoreach reachyou. you. I’llbebesitting sittinginincoach coach unless aaseat seatbecomes becomesavailable availableininbusiness businessclass. class. I’ll takesless lessthan thanan anhour hourtotoget gettotothe theairport airport unless the thetraffi traffic cisisreally reallybad. bad. ItIttakes Youshould shouldalways alwaysconfi confirm rmyour yourreservations reservations in case the theflflight ightisisoverbooked. overbooked. You 44

Tip! Tip!

Howare arewe wegoing goingto toget getthere? there? How Wewill willflflyyinto intoLondon, London,then thentake takeaataxi taxitotothe theCrown CrownInn. Inn. We We’llbebethere therefor forfour fourdays, days,and andthen thenwe’ll we’lltravel travelbybytrain traintotoParis. Paris. We’ll We’llspend spendaacouple coupleofofdays daysthere, there,then thenwe’ll we’llrent rentaacar carand anddrive drivetotoGermany. Germany. We’ll wehave havetime, time,we wecan cantake takeaacruise cruiseon onthe theRhine. Rhine. IfIfwe

55

US US==rent rentaacar car UK UK==hire hireaacar car

Rentingaacar car Renting Economy Economy

Luxury Luxury

SUV/ 4WD / 4WD SUV

Sportscar car Sports

4-dr., 4-dr.,auto., auto.,AA/ C/ C

2-2-oror4-dr., 4-dr.,auto., auto.,AA/ C/ C

4-dr., 4-dr.,auto., auto.,AA/ C/ C

2-dr., 2-dr.,auto. auto./ man., / man.,AA/ C/ C

$85.00 $85.00/ day / day

$136.00 $136.00/ day / day

$163.00 $163.00/ day / day

$189.00 $189.00/ day / day

Agent: Agent: May MayI Ihelp helpyou? you? Marion: Marion: Yes, Yes,I’dI’dlike liketotorent rentan aneconomy economycar. car. Agent: Agent: Would Wouldyou youlike liketotopurchase purchaseinsurance insurance for forthe thecar? car? Marion: Marion: No, No,thanks. thanks.I’m I’mcovered coveredthrough throughmy my credit creditcard. card.

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Marion: Marion: Can CanI Idrop dropthe thecar caroff offatatanother anotherlocation? location? Agent: Agent: Yes, Yes,you youcan, can,but butthere thereisisan anadditional additionalcharge charge for forthat. that. Marion: Marion: Do Doyou youhave haveany anycars carswith withmanual manual transmission? transmission? Agent: Agent: Sorry. Sorry.All Allour ourcars carsare areautomatic. automatic. Marion: Marion: IsIsthere thereaacharge chargefor formileage? mileage? Agent: Agent: No. No.Unlimited Unlimitedmileage mileageisisincluded includedininthe therental rental rate. rate. Marion: Marion: Do DoI Ineed needtotoreturn returnthe thecar carwith withaafull fulltank? tank? Agent: Agent: For Foraasmall smallfee, fee,we wecan canfifillllititfor foryou. you.

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Getting around the airport 6

7

Track 29

I’d like to check in Passenger’s name:

Lous

Departure gate:

35

Flight number:

923 GA

Boarding time:

2 hours

Destination:

TypA

No. of bags, total:

2

Type of seat:

Window

No. of bags checked: 1

Could I have an aisle seat, please? Stacy: I have a window seat. Could I change it to an aisle seat? Agent: Let me check to see what we have. I’m sorry. There are no aisle seats left. Stacy: That’s all right. Thank you for checking. Pat: I’d like to use my frequent flyer miles to upgrade to business class. Agent: Let me check availability in business class … That should be no problem. May I have your frequent flyer number?

8

Security procedures Security Is this your luggage? Did you pack your bags yourself? Have they been in your possession at all times? Has anyone asked you to carry anything onto the plane? Passport control Passport, please. How long are you planning to stay? Where will you be staying? What’s the purpose of your visit? Customs Do you have anything to declare? May I see your declaration form? Could you open your bag, please? Do you have a receipt for this?

9

Where is the baggage claim? Excuse me. Where’s the baggage claim area? Could you tell me where I can get a taxi? Where are the car rental companies?

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Getting around the plane 10

On board coach / economy class

business class

11

cockpit

restroom

overhead compartment

emergency exit

first class

flight attendant

passenger

pilot

In-flight announcements landing

Ladies and gentlemen, we will be Please keep your

seat bells

Track 30 shortly. Thank you for flying Trans Air.

fastened at all times when seated.

Please remain seated until the aircraft comes to a complete stop and the Please return your

seat back

and

Please stow all hand luggage in an

Tray tables

overhead

fast and seat lights

are turned off.

to their upright position. or under the seat in front of you. The

emergency exits

are

located at the front of the aircraft and over the wings. We will be serving 12

breakfast

once we have reached cruising altitude.

I had the travel agent change my reservation I asked the travel agent to book a flight. Ä I had the agent book a flight. Ä I got the agent to book a flight. Mr. Jones is a terrible packer, so he always asks his wife to help him. Our bags were too heavy for us, so we asked a porter to carry them. I’m not familiar with the city, so I asked Kim to meet me at the airport.

13

On the phone: lost luggage Amanda Taylor has lost a

Track 31

.

The flight she was on a

. The baggage clerk asked for the b

The airline offered to b

.

. Ms. Taylor had the airline send the bag b

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a) a suitcase

b) all of her luggage

a) arrived at 10:15

b) departed at 10:15

a) ticket number

b) baggage claim number

a) hold the bag

b) deliver the bag

. a) to her home address

b) to her hotel

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Meeting a visitor 14

Nice to see you! Hi! Good to see you! How’ve you been? Hello! How are you? It’s nice to see you again. Hello. You must be Nina. Nice to meet you. I’m Ken Jones. Hello. Are you Mr. Becker? Welcome to Los Angeles. I’m Jacinta Jenkins.

15

16

How was your flight? Did you have a good flight? Yes, I did. It actually arrived ahead of schedule.

How was your trip? It was great! I slept through most of it.

Not really. It was a little rough because of the bad weather.

Not so good. We sat on the runway in London for an hour!

Review: because of, although I missed my flight. There was too much traffic. Ä I missed my flight because of the traffic.

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The roads were icy. I arrived on time. Ä Although the roads were icy, I arrived on time.

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17

You’ve got mail: I’ll meet you at the gate From: To: Subject:

[email protected] [email protected] Your visit

Dear Ms. Patterson, John Edwards has asked me to pick you up at the airport when you come for your visit next week. Could you please confirm the date and time of your arrival and send me your flight details? I will meet you at the Arrivals gate and will be holding a sign with our company name and logo on it. I’m also attaching a photo of myself so you know what I look like. I look forward to meeting you. Best regards, Ken Jones

 kjones.jpg

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Chapter check Now you can … A

Talk about travel plans I have to travel to Germany …

B

Get around the airport Excuse me, where’s …?

C

Get around the plane

The emergency exits are located … D

Meet a visitor

Hi! Good to see you!

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Chapter 9 homework A

> go to answers

Talking about travel plans You have been named MVP in your department. Your boss has given you an air ticket to travel anywhere in the world. Explain where you would go and what you would do there. If a had a ticket to travel anywhere in the world, I would like to go to London, because it's a place that is interesting, with beautiful places and awesome soccer stadiums. The first thing I would do in London would be going to a Pub to drink and eat typical beverages & food, then I would like to go to visit the Big Ben Tower and the London Eye. I also would like to visit museums and watch a local soccer match.

B

Getting around the airport Here are the major steps you will encounter while traveling from one airport to another. Here are some questions that you might be asked. How would you reply to them?

C

Situation

Question / announcement

Money exchange

Do you have 17 more yen so I can give you exactly 200 US dollars?

Your reply No I don't have money in yens, I use credit cards to pay and dollars in cash.

Check-in

Would you like to use your frequent flyer miles to upgrade to business class?

Yes, I'd like to use my frequent flyer miles

Security gate

Have your bags been in your possession at all times?

Yes, my bags have been in my possession all times

Duty-free store

Can I see your boarding pass?

Here it is my boarding pass

Boarding gate

Passengers sitting in aisles 1-15, please form a line in front of gate 17.

Excuse me. what about the passengers with window tickets?

Airplane

Please return to your seats as we’re experiencing some turbulence.

Do you have any emergency process to reduce the impact?

Immigration

Did you make any stopovers on the way here?

No it was a direct flight

Customs

Anything to declare?

No, i only travel with this backpack

Getting around the plane Describe the worst flight that you’ve experienced. The worst flight was last year when I had a problem with my luggage, nobody could tell me where it was, I spent over 3 hours looking at someone to help me, finally I found it in another gate, they told me that maybe someone took by accident and put in another departure gate.

D

Meeting a visitor Someone is picking you up from the airport in New York. Complete the dialogue. John:

You:

Hi, I’m John Smith. You must be …

Yes I'm, nice to meet you Mr Smith, Thank you for coming here

So, how was your flight?

It was conformable, I always travel in business class

Is this your first time here?

Yes, this is my first time here in Japan

What do you plan to do and see while you’re here?

I'm planning to visit the new CEO of Japan's motors company

My car’s parked over there. Do you want to drive?

No, I don't know the city and we may get lost

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Chapter 9 audio scripts 1

Talking to a travel agent

Track 28

Agent: Traveler: Agent: Traveler: Agent: Traveler: Agent: Traveler: Agent:

How may I help you? I have to travel to Germany, and I’d like to fly into Hamburg and return from Frankfurt, if possible. That shouldn’t be a problem. When are you planning to travel? I’d like to leave on May 18 and return on the 23rd. Leaving from JFK? Yes. OK. Let’s see what we have. Do you want to fly business or economy class? Business, please. And I’d like to leave as early in the morning as possible, both ways. OK, there’s a flight leaving on the 18th at 7:50 a.m., arriving in Hamburg at 10:25 a.m. local time. And there’s a return flight from Frankfurt on the 23rd at 8:00 a.m., arriving at JFK at 6:10 a.m. New York time. Would that work? Traveler: That sounds perfect. Agent: Then I’ll go ahead and book the seats for you. Could I have your name, please?

6

I’d like to check in Mr. Lewis: Employee: Mr. Lewis: Employee: Mr. Lewis: Employee: Mr. Lewis: Employee: Mr. Lewis:

11

Track 29

Hello. Good morning, sir. Where are you going today? Taipei. Your passport and ticket, please. Will you be checking any bags, Mr. Lewis? Just one. And I have this carry-on bag. Would you like an aisle or a window seat? Window, please. Flight 923 to Taipei will board at Gate 3. Boarding will begin in about two hours. Here’s your boarding pass. Have a good trip, Mr. Lewis. Thank you. Bye.

In-flight announcements

Track 30

Pilot: Ladies and gentlemen, we will be landing shortly. Thank you for flying Trans Air. Flight attendant: Please keep your seatbelts fastened at all times when seated. Pilot: Please remain seated until the aircraft comes to a complete stop and the fasten-seatbelt lights are turned off. Flight attendant: Please return your seats and tray tables to their upright position. Flight attendant: Please stow all hand luggage in an overhead compartment or under the seat in front of you. The emergency exits are located at the front of the aircraft and over the wings. Flight attendant: We will be serving breakfast once we have reached cruising altitude.

13

On the phone: lost luggage

Track 31

Employee: Amanda: Employee: Amanda: Employee: Amanda: Employee: Amanda: Employee: Amanda:

Friendly Air. Baggage department. Hello. My name is Amanda Taylor. I’m calling about my lost piece of luggage. What flight were you on? Flight 287. We got in this morning at 10:15. Do you have your baggage claim number, Ms. Taylor? Yes, it’s ORD374. OK. Give me just a minute while I check on it. [Pause] We have your bag, Ms. Taylor. Oh, that’s great! Where can I pick it up? If you give me your address, we can deliver it to you between 2:00 and 3:30 this afternoon. I’m staying at the Regency Hotel in town, but I’ll be away from the hotel then. Can you leave it at the front desk for me? Employee: Of course, Ms. Taylor. We’re very sorry for the inconvenience.

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Chapter 9 homework A

> back to questions

Talking about travel plans You have been named MVP in your department. Your boss has given you an air ticket to travel anywhere in the world. Explain where you would go and what you would do there. I guess it really depends on how many days I can get off work for this vacation. I think I’d go to South Africa because it sounds far, and the ticket would probably be expensive. I’ve met one person from South Africa before, and he seemed like a very nice person. As for things I’d do there, I would probably spend most of the time drinking beer at the beach and thinking about what my colleagues were doing at that moment. I would also …

B

Getting around the airport Here are the major steps you will encounter while traveling from one airport to another. Here are some questions that you might be asked. How would you reply to them?

C

Situation

Question / announcement

Your reply

Money Exchange

Do you have 17 more yen so I can give you exactly 200 US dollars?

I’ve got two ten-yen coins. Is that all right?

Check-In

Would you like to use your frequent flyer miles to upgrade to business class?

I don’t think I have enough miles. Thanks.

Security Gate

Have your bags been in your possession at all times?

Yes, they have.

Duty-Free Store

Can I see your boarding pass?

Here you go.

Boarding Gate

Passengers sitting in aisles 1-15, please form a line in front of gate 17.

That’s me.

Airplane

Please return to your seats as we’re experiencing some turbulence.

Sure.

Immigration

Did you make any stopovers on the way here?

No, I took a direct flight.

Customs

Anything to declare?

No, nothing.

Getting around the plane Describe the worst flight that you’ve experienced. The worst flight I’ve ever been on was a flight back from Guam. The only flight that was available was leaving at 5:25 a.m. My wife and I had to get up at 3 o’clock in the morning to make it on time. We got to the airport at around four, but when we went to the counter to check in, the attendant said that all the planes would be delayed due to bad weather. We ended up waiting for more than …

D

Meeting a visitor Someone is picking you up from the airport in New York. Complete the dialogue. John:

You:

Hi, I’m John Smith. You must be …

It‘s a pleasure to meet you, Mr. Smith.

So, how was your flight?

It was pretty smooth, thanks. There were no delays, and they showed a movie I had never seen before.

Is this your first time here?

Yes, it is, but I’ve visited the West Coast many times.

What do you plan to do and see while you’re here?

Well, I was thinking of going to see a baseball game.

My car’s parked over there. Do you want to drive?

You‘re kidding, right?

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Chapter 10

Business news Topics Media Business news

Objectives Describing ways to get the news Reporting news to others Managing the news Making predictions

Grammar Verbs used in reporting Causative, passive form: have something done

1

That’s outrageous!

Track 32

Tina: I saw a really interesting story on the news last night about Builder’s Depot. Greg: Really? What about them? Tina: Did you know their CEO took home over $75 million in the last five years? Greg: Wow. I wish I made that kind of money. Tina: That’s not all. Apparently, the company’s investors were furious when they found out. Greg: Because …? Tina: Because during those same five years, the company’s share price dropped 12%. Greg: So, what happened? Was the CEO fired? Tina: Well, actually, he resigned—and guess what—he got another $150 million in severance pay. Greg: That’s outrageous!

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Describing ways to get the news 2

Getting the news There are many ways to get the news. Which ways do you prefer? Which sources are the most reliable?

3

What’s in the news today?

Nora: Hugh:

Are stocks up or down today? To find out, click on the investment tab.

Dave: Liz:

4

Do you know what the dollar-yen exchange rate is? The list of exchange rates is on the money page.

Where did you hear that? I saw it on the news last night. I read an article in the newspaper this morning. I heard about it from a business associate. Lily: Roy: Lily:

Did you know that China is one of the fastest growing economies in the world? Really? Where did you hear that? I read an article about it on the Internet.

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There was a report on the radio yesterday. There was an announcement in the Times. There was a piece about it on the WorldNews Web site.

Cindy: Stan: Cindy:

Can you believe the price of gasoline may reach five dollars a gallon? What?! Where did you hear that? There was a report on TV about it.

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Reporting news to others 5

What type of news is it?

Trade D 6

Tracks 33–36

Corporate A

Economic C

Financial / markets B

Verbs used in reporting “This is a technological breakthrough.”

Ä Researchers reported that there was a technological breakthrough.

“We will be opening a new plant in the region.”

Ä The company spokesperson announced that they would be opening a plant in the region.

“Consumer spending is at an all-time high.”

Ä The Bureau of Statistics stated that consumer spending was at an all-time high.

“The union will go on strike on Monday.”

Ä The union representative declared the union would go on strike on Monday.

“If we don’t get a raise, we’ll walk off the job.” Ä Workers are threatening to walk off the job unless they get a raise. 7

Headlines Today’s Top Stories • SunTime raises Q3 forecast • Blackwell warns it may back out of merger deal • Cadtree plans to cut 15% of staff • Alliance to buy MMB Bank for $2.7 billion • Zenelli forecasts higher profits in next 3 years • Skytrain predicts “at least 600” firm orders this year • Detec Q1 sales grow 4.7%, below expectations

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Managing the news Corporate scandals

8 • • • • • • • 9

suspected of accused of charged with indicted on charges of embezzlement bribery corruption fraud

Causative form, passive voice (have something done) We have a reputable firm audit our books. Ä We have our books audited by a reputable firm.

The company had someone look into the matter. Ä The company had the matter looked into.

We are having an outside investigator brought in. We have had the product removed from the shelves. We will have an independent analysis done. 1. The CEO has someone review his public statements. 2. We have had someone question the employees. 3. We are having someone verify the reports. 4. They will have someone confirm the facts. 5. The company had someone check the figures. 10

No comment Walter: Can we get your reaction to the court’s decision? James: I have no comment. Monica: Would you mind saying a few words about the report that was leaked to the press? Tanya: We are looking into the situation. That’s all I can say for now. Dean:

Is it true that your company is responsible for the environmental damage done to the river? William: The matter is under investigation. I’ll be able to tell you more when we have the results. Aaron: There have been rumors that you are planning to step down as chairman. Is that correct? Edgar: I am not prepared to answer any questions at this time.

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Making predictions A picture’s worth a thousand words

11

Activists are outraged by the damage being done to the environment.

Mayor Gordon and Transportation Minister Shelby inaugurate the new personal rapid transit system.

Making predictions

12

Financial analysts forecast that demand for “green” stocks will boom in coming years. Leading economists project that growth in developing countries will outpace growth in developed nations. Experts in the toy industry predict that the next hot trend will be robot dinosaurs as pets. Market specialists anticipate that there will be a growing need for home-based water production. I forecast that the markets in my region will I project that the economy of my country will I predict that the next hot trend in our industry will be I anticipate that there will be a growing need for

. . . .

What will the news of tomorrow be?

13 • • • •

By 2010, more than 50% of books worldwide will be read on digital devices rather than in print form. By 2020, solar electricity will be as cheap as, or cheaper than, energy produced by fossil fuels. By the end of 2024, there will be a single global currency managed by a global central bank. By 2030, some form of international federation or global government will be formed and will have authority over world affairs. Source: www.longbets.org

Which of these predictions do you agree with? Disagree with? If these predictions were to come true, what effect could they have on business?

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14

You’ve got mail: a news tip From: To: Subject:

[email protected] [email protected] Tech stocks

Hi Tony, If you’re still looking to invest in a tech company or two, check out the article “Top 100 Tech Stocks to Watch” on the business-money.com Web site. They have an interesting way of evaluating the potential of the companies they’re watching. I particularly like the chart at the end of the piece with information about each company’s revenues, profits, and how likely they are to still be around in five years. I think they’ve got it right in about 85% of the cases. I’ll be in your area next month—maybe we can get together and discuss some of the more interesting companies then. Let me know what you think. Regards, Jack

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Chapter check Now you can … A

Describe ways to get the news

There are many ways to get the news. Explain. B

Report news to others

“If we don’t get a raise, we’ll walk off the job.” C

Manage the news Can we get your reaction to the court’s decision?

D

Make predictions Leading economists predict that …

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Chapter 10 homework A

> go to answers

Describing ways to get the news How do you think people will get the news fifty years from now?

B

Reporting news to others Summarize some exciting news you’ve heard recently.

C

Managing the news What can a company do to prevent its employees from breaking the law?

D

Making predictions Make predictions about your company and your life. Explain why you think these things will occur. 1. Prediction about my company

2. Prediction about my life

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Chapter 10 audio scripts 1

That’s outrageous! Tina: Greg: Tina: Greg: Tina: Greg: Tina: Greg: Tina: Greg:

5

Track 32

I saw a really interesting story on the news last night about Builder’s Depot. Really? What about them? Did you know their CEO took home over $75 million in the last five years? Wow. I wish I made that kind of money. That’s not all. Apparently, the company’s investors were furious when they found out. Because …? Because during those same five years, the company’s share price dropped 12%. So, what happened? Was the CEO fired? Well, actually, he resigned—and guess what—he got another $150 million in severance pay. That’s outrageous!

What type of news is it?

Tracks 33–36

A: Leisure Time Entertainment, a small but innovative player in the video game market, reports that sales are up 17% over last year to $21.5 million, with a 23% increase in quarterly earnings. Charles Brewster, LTE’s president and CEO, attributed the company’s performance to the successful introduction of the company’s new video games, “Interplanetary Wars” and “Space Avenger.” B: It’s been a rough few weeks for the markets, and that has upset the Fortune e-50 badly. The index plunged nearly 10% in the two weeks ending August 22, falling 35% for the year so far. Only three stocks have finished up: Intwit, Erglink Associates, and Nogard Technologies. The remaining 47 all lost ground. C: As analysts expected, the Federal Reserve has announced that it will leave the prime rate unchanged at 5.25%. The Commerce Department has adjusted its quarterly economic growth estimate to 2.2%. Experts predict that the slowdown in growth will continue during the first quarter of the year. D: Environmental campaigners and groups protesting market globalization descended on the city this week, forcing the World Trade Organization to cancel its opening ceremony. Demonstrations began peacefully, but were later disrupted by violent protesters. The mayor has declared a state of emergency and imposed a dusk-to-dawn curfew.

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Chapter 10 homework A

> back to questions

Describing ways to get the news How do you think people will get the news fifty years from now? I expect that people will get the news from a variety of sources. Now, we have the Internet, TV, radio, and the newspaper. However, in the future, we will have more ways of getting the news. I don’t have the name for these other methods because they have not been invented yet. But, I think …

B

Reporting news to others Summarize some exciting news you’ve heard recently. I’ve just heard that someone in Turkey found old coins buried in his yard. When he took the coins to a collector, the collector recognized them as ancient coins dating back over 2000 years. The man who found the coins has already received offers from foreign collectors. One offer was quoted at over a million dollars. The man is now thinking of …

C

Managing the news What can a company do to prevent its employees from breaking the law? Well, the company should clarify the rules and policies for specific situations. Also, the company should have training for all employees using case studies. I think this would be effective because employees can see the mistakes that other employees made in similar situations. They can also …

D

Making predictions Make predictions about your company and your life. Explain why you think these things will occur. 1. Prediction about my company In the future, my company will enter the Chinese market. This will lead to more people being transferred abroad. In the far future, I think our company will merge with a foreign company to maximize its potential in this market.

2. Prediction about my life I will probably work for another ten years. Then, I will retire and buy a house in the Caribbean to live with my wife. We will grow vegetables and forget about all the stress we had in the city.

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Chapter 11

Negotiations Topics Types of negotiations Negotiation tactics Offers and proposals Concessions and compromises

Objectives Discussing types of negotiations Using common negotiation tactics Making proposals and counterproposals Compromising / making concessions

Structures Using softeners: a bit, a little, slightly, not quite Stating conditions: but only if, on the condition that, as long as, provided

Let’s get down to business

1 Paula: Mike: Paula: Mike: Paula: Mike: Paula: Mike: Paula: Mike: Paula:

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Track 37

Hello, Mike. Nice to see you again. Yes, I’m excited to get down to business. So, did you see the game last night? What a great finish, huh? I don’t usually watch sports. I was at the theater with my wife. About our deal … What did you see? “The Producers.” Anyway, now that I’m here … I saw that last year. It was fantastic. How did the two of you like it? It was all right. So, 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?

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Discussing types of negotiations 2

What is negotiation? ne•go•ti•ate v. to talk with another person or group in order to come to an agreement or settle an argument Source: Longman Dictionary of Contemporary English

negotiation: a meeting where the goal is to agree on the terms of a transaction or activity negotiator: a person who negotiates negotiable: something which can be negotiated non-negotiable: a term or condition which cannot be negotiated 3

4

What do people negotiate? Contract terms

Project terms

Employment terms

“How many years …?” “At what price …?”

“What is your estimated budget?” “How long will it take?”

“What is the salary?” “How soon could you start?”

The two types of negotiation Win-lose negotiation

In a win-lose negotiation, the parties compete for the benefits of the arrangement. Everything that is gained by one side is lost by the other side. In this type of negotiation, each side’s main goal or interest is typically financial.

Win-win negotiation

In this type of negotiation, the parties cooperate to increase the benefits for everybody involved. A gain by one side doesn’t always mean a loss for the other. Both sides walk away from the negotiation feeling like winners. In most win-win negotiations, each side’s main goal is non-financial.

Win-win or win-lose? • a distribution arrangement between a company and a large retail outlet • a wage negotiation between a company and its union workers • a trade agreement between two neighboring countries 5

Meeting and greeting Do

Don’t

• Try to establish a personal connection. • Let the other side get to know who you are. • Make small talk. • Compliment your counterpart.

• Start talking numbers right after “Hello.” • Let your emotions show. • Talk politics. • Make negative comments, especially if you’re the visitor.

Is socializing an important part of negotiations in your country? How important is it for you to get to know your counterpart before negotiating?

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Using common negotiation tactics 6

Opening offers—FAQ Why do negotiation experts recommend not to state a price range? If you state a price range, you have revealed the lowest number you will accept. This weakens your bargaining position. If price is the main factor in a situation, why can’t I just say what I’m prepared to pay? You can, but you’d better make it very clear that you have no intention of haggling. And be ready to back up your number with facts. What do I do if the other side suggests a completely unreasonable number? The most important thing is to let them know you don’t take the offer seriously. You can do this by making a joke, you can say that it is completely out of your range, or—if you really want to make a point—you can say: “Let me know when you’re prepared to negotiate seriously” and walk away from the table.

Some common tactics

7

8

Track 38

Compare the seller’s product with a competitor’s product.

You know, your machine is basically the same as the Dexter, but the Dexter costs five thousand dollars less.

Suggest you don’t need all the functions.

To be honest, we don’t need all the software included in the package.

Push for extras to be included in the offer.

We might consider paying that—if you were prepared to throw in free training and maintenance.

Emphasize your relationship.

Surely for an old and valued customer …

Use timing and deadlines to push for agreement.

Well, our busy selling season is coming up. Perhaps we should wait until after that.

End your opening.

So, that’s the agenda. Let’s begin.

Watch your tone! When negotiating, it’s important to keep your language as “diplomatic” as possible. Words spoken in a moment of anger may end up closing the door to further or future negotiations.

106

What you may be thinking …

… but what you should say …

$500 per person? That’s a ridiculous price!

That price is a little higher than we expected.

It’ll take you three months to deliver?! You’re crazy!

That’s a bit longer than we are prepared to wait.

You expect us to do what?! You must be joking!

That’s not quite what we had in mind.

A 2% trade discount? That’s peanuts!

That’s slightly less than we can accept.

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Making proposals and counterproposals Types of objectives

9

Ä best possible outcome Ä a reasonable, realistic outcome Ä lowest acceptable outcome

top-line objective* target objective bottom-line objective

*(also known as the “best-case scenario”)

Proposals and counterproposals

10

We propose delivery in three monthly shipments.

OK, but you What if we lower the price pay the freight and by 5%? Make it insurance. We’d be willing We’d prefer to 7% and you’ve to go 50-50 on it, but receive everything in got a deal. no more. one shipment.

What did you have in mind?

11

What did you have Ä We were thinking about something in mind? similar to our current model. How much did you Ä We were looking for something in the want to spend? neighborhood of two thousand dollars. When did you need it?

Ä We were hoping to take delivery within the next three weeks.

You want to buy a new company car for the sales director. You are trying to organize a company picnic. You would like to borrow money to finance a new project.

That’s our final offer

12 • • • •

That’s our bottom line. That’s as low as we can go. That’s the best we can do. Take it or leave it.

Rejecting an offer

13 • • • • • •

We’ve decided to go with another company. We’ve decided to look around a bit more. We feel the deal is just too risky. I’ve accepted another offer. I’m afraid I can’t accept your terms. Honestly, I don’t think your proposal will work.

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Compromising / making concessions

& progressing ' stalled

A

B

Is the proposal fair or unfair? Is it a good deal or a bad deal? 15

16

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How are the negotiations going?

14

C

D

Are the terms reasonable or unreasonable? Will the company accept the offer or turn it down?

Compromising Requesting a compromise

Making a compromise

Is there anything you can do to improve the delivery date?

We can move the date up if you can get your order to us next week.

Would you be willing to come down in price at all?

We can lower our rate a little, but not much.

What can we do to get you to speed up production?

If you can shorten the approval process, we may be able to save a few weeks.

Making concessions We’re willing to accept your terms

I’m willing to accept your offer

you can guarantee delivery.

we review the contract terms in six months.

We are prepared to approve the plan We will consider your idea

108

on the condition that but only if as long as provided

you agree to manage the team. you can commit to the entire length of the project.

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17

Negotiation simulation: renting office space Beck Real Estate Location: 100 Second Avenue, Suite 402 Rent: $2,500 Includes: heat, electricity, parking, 24-hour security guard, DSL hook-up Renter: Yesterday, you saw the advertisement above and went to see the office on Second Avenue. You liked it very much but noticed the walls need painting and the carpet should be replaced. You also found out that there is a three-month security deposit. You are meeting with the rental agent today to discuss the terms of the lease. You hope to be able to negotiate on the amount of rent and the security deposit, and who will pay for the painting and carpeting. Before you meet with the agent, decide what your top-line, target, and bottom-line objectives are. Rental agent: It is almost the end of the month, and to get your commission, you need to rent out one more office. Today you are meeting with someone interested in renting the Second Avenue space to discuss the terms. The rent is $2,500 per month, and you usually ask for a three-month security deposit. You know the office needs painting and the carpet should be replaced. But the more you give, the smaller your commission will be. Before you meet with the prospective tenant, decide what your top-line, target, and bottom-line objectives are.

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Chapter check Now you can … A

Discuss types of negotiations Win-lose negotiation

Win-win negotiation

B

Use common negotiation tactics • Compare the seller’s product with a competitor’s product. • Suggest you don’t need all the functions. • Push for extras to be included in the offer. What are some common tactics?

C

Make proposals and counterproposals What did you have in mind?

D

Compromise / make concessions We are willing to accept your terms on the condition that …

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Chapter 11 homework A

> go to answers

Discussing types of negotiations Describe a win-win negotiation that you’ve experienced in business or in your personal life.

B

Using common negotiating tactics Which negotiating tactic would you use for the following situations: 1. A hijacker of a jumbo jet wants $3 million.

2. Your spouse wants to go to Hawaii while you want to go to Canada.

3. You want to get a lower price on a used car from a car dealer.

C

Making proposals and counterproposals Imagine that you want to sell something valuable in your house. Describe it and then make your bottomline objective, target objective, and top-line objective. Description:

Bottom-line objective: Target objective: Top-line objective: D

Compromising / making concessions In negotiations, there usually has to be give-and-take. That means if you ask for something, you should be willing to give something in return. Explain a situation of give-and-take that you’ve experienced.

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Chapter 11 audio scripts 1

Let’s get down to business Paula: Mike: Paula: Mike: Paula: Mike: Paula: Mike: Paula: Mike: Paula:

7

Some common tactics Man 1: Man 2: Man 1: Man 2: Man 1: Man 2: Man 1: Man 2:

14

Track 37

Hello, Mike. Nice to see you again. Yes, I’m excited to get down to business. So, did you see the game last night? What a great finish, huh? I don’t usually watch sports. I was at the theater with my wife. About our deal … What did you see? “The Producers.” Anyway, now that I’m here … I saw that last year. It was fantastic. How did the two of you like it? It was all right. So, 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?

Track 38

What do you think of the Spectrum? Attractive, isn’t it? How much is it? The manufacturer’s price is five thousand dollars. That’s a bit high. It’s basically the same product as the Bradley. Oh no, they’re completely different. The Bradley doesn’t have half the features the Spectrum has. Yes, but we don’t need all those extra features. But if you’re looking for reliability, the Spectrum is really the machine for you. Well, we might consider it at $3,500, but only if you include the power unit.

How are the negotiations going? A: Man: Woman: B: Woman: Man: C: Man: Woman: D: Woman: Man:

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Tracks 39–42

How’re the negotiations going? Great. We’ve agreed on most of the details. Are the negotiations on track? Not exactly. We have a problem with the quality-control issue. How’s the negotiation coming along? Not too well. We can’t agree on price. Where are you with the negotiation? It looks like we’ve got a deal. Their lawyers are reviewing the contract today.

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Chapter 11 homework A

> back to questions

Discussing types of negotiations Describe a win-win negotiation that you’ve experienced in business or in your personal life. In general, I always take a win-win approach with my customers. For example, a few months ago, I had a meeting with a very important customer. I spent most of the time trying to understand their needs. I really wanted to sell them our most expensive product, but instead, I proposed a much cheaper product because it was the best choice for them. They were very happy with my proposal and I think they will …

B

Using common negotiating tactics Which negotiating tactic would you use for the following situations: 1. A hijacker of a jumbo jet wants $3 million. I would emphasize my relationship. “I want to help you. We can get through this together.” 2. Your spouse wants to go to Hawaii while you want to go to Canada. I would use timing and deadlines to push for agreement. “The airfares to Hawaii are very high now. This is the perfect season to go to Canada.” 3. You want to get a lower price on a used car from a car dealer. I would compare the seller’s product with a competitor’s product. “Another dealership was selling the same car in better condition for the same price.”

C

Making proposals and counterproposals Imagine that you want to sell something valuable in your house. Describe it and then make your bottomline objective, target objective, and top-line objective. Description: I want to sell my mini bicycle. It is only six months old. The original price was ¥50,000. It is made of aluminum, so it is very light. The bicycle is made by Rover, so the quality is very good.

D

Bottom-line objective:

¥10,000

Target objective:

¥20,000

Top-line objective:

¥30,000

Compromising / making concessions In negotiations, there usually has to be give-and-take. That means if you ask for something, you should be willing to give something in return. Explain a situation of give-and-take that you’ve experienced. I think this is a big part of negotiating. Last week, one of my staff said he wanted to take a vacation during the term of his project. This was a big problem because if one project member is absent, it is difficult to make progress. So, I told him that he could go as long as his vacation did not slow down progress on the project. After that, he worked hard to complete his work ahead of time and communicated with the other project members so that they …

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Chapter 12

Review Now you can … | Compromise / make concessions | Make proposals and counterproposals | Set objectives | Use common negotiation tactics | Discuss types of negotiations | Business news | Make predictions | Manage the news | Report news to others | Describe ways to get the news | Meet a visitor | Get around the plane | Get around the airport | Talk about travel plans | Ask for and give advice | Talk about investing | Discuss financial data | Talk about bank services | Talk about performance reviews | Describe policies and benefits | Respond to applicants | Discuss recruitment 114

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Action modules A Company news

Featured language: explanations, giving details, predictions You are the CEO of your company. You are talking to a journalist from a financial newspaper about recent developments in your company. The questions focus on three main areas: • Highlights in the company’s recent performance. • Recent developments in the business environment. • Predictions for the future. Getting started: Well, that’s a very good question! Travel arrangements

• • • •

Featured language: explaining needs, preferences, asking for details You are calling your travel agent to make arrangements for an overseas business trip. You would like information about options for the following: Flight: departure date, return date, class, departure time, arrival time Hotel: kind of room, number of nights, price, location Transportation from the airport to the hotel: car or limousine bus A rental car: for how long, what kind, price Call your travel agent to arrange the details. Getting started: Yes, hello. I’d like some information on flights and hotels. Negotiating a transfer overseas

• • • • •

Featured language: making counter-proposals, compromising, making concessions You are about to negotiate with your boss about an overseas transfer. You have discussed the move in general terms with your husband / wife. You are not very keen on moving, but if the offer is a good one you will accept. Your top-line objective is: Move in three months time Make a commitment to staying abroad for one year only, two years at most A 25% raise All children’s educational costs covered A $1,500 a month cost-of-living allowance You feel you are worth these conditions, although you realize that you may not get all of them. In addition, you were recently approached by a competitor with an attractive offer which would mean not having to move. Talk to your boss. Getting started: I’m interested. Tell me more about the package you’re offering.

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Action modules B ➠ Company news

• • • •

Featured language: pressing for details, asking for clarification, paraphrasing You work for a financial newspaper. You are interviewing a company CEO. You are asking questions about three areas: Highlights in the company’s recent performance. How recent developments in the business environment are affecting his/her company. His/her predictions for the future. Be sure to press for details where you can. What do you think your readers will be interested in? Getting started: Thank you for taking the time to talk to me. My first question for you is _______ .

➠ Travel arrangements

Featured technique: asking for clarification, offering options, open-ended questions, closed-ended questions You work at a travel agency. You deal with corporate accounts making bookings for your business clients. The phone is ringing. Find out what your customer wants. Make sure you ask the appropriate kind of question to get the information you need (see above). Be sure to a) discuss all available options b) tell the customer what can and what can’t be done c) get agreement from the customer. Getting started: Business Travel Agency, [name ], speaking. How can I help you? ➠ Negotiating a transfer overseas

• • • • •

116

Featured language: making proposals and counter-proposals, compromising, making concessions You are head of a department. You want one of your key managers to agree to an overseas posting. You feel this is a good move for everyone. Your top-line objective is that he/she agrees to the following: To move six weeks from now To commit to staying in the post for three years You are also offering: A 10% raise A $1,000 a month cost-of-living allowance Subsidized education for any children (up to 66% of the cost) You have already talked to him/her about this in general terms. Now it’s time to negotiate. Getting started: [name ], I’d like to talk to you about my proposal.

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Your turn 1

A: Describe how your company recruits new employees. Things to include: methods used to recruit, skills you look for, educational requirements, experience required. Prioritize. B: What advice would you give on how to invest company cash reserves? What options do companies have? What kind of return could they expect from each of these? What kinds of investments are risky? What would you recommend the cautious investor? C: Give details of the policies and benefits your company offers. What about vacations and special leave? Does your company offer health plans? Do the plans cover dental treatment? Does the company offer any other benefits, e.g., company resorts, discounts? D: Explain the details of a recent news item that interested you. What happened? Why did it interest you? E: Summarize the services that banks offer companies.

2

A: Performance review Featured language: giving reasons, expanding ideas, giving examples Make a presentation on the best way to structure a performance review. Be sure to include an introduction and opening, the main body and a closing. What are the most important categories to review? How is performance graded? Do you think job knowledge, planning, performance, communication, management and potential are all equally important? What other categories would you include? How are performance reviews in your company different from this? Answer questions on your presentation. Restate or paraphrase the question, then expand on the information. B: Business trip Featured language: describing experiences, giving details, comparing Tell a story about a typical overseas business trip (or one from your own experience). What is the best way to get to/from the airport? What happens when you arrive at the airport (checkin procedure etc)? What happens on the plane? What is the difference between economy, business and first class? Is there any difference between airlines? What is the sequence of events when you arrive at your destination (immigration, baggage reclaim, customs etc)? What kind of things go wrong? Answer questions about your story. Restate or paraphrase the question, then expand on the information. C: Advice on negotiation Featured language: giving advice, making suggestions, conditionals A colleague is asking for advice about negotiations. What advice would you give him/her about how to conclude a successful negotiation? What are the most important factors to consider? What are some common negotiation tactics? Answer questions about your advice. Restate or paraphrase the question, then expand on the information.

Objectives ladder confirmation and wrap up

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Audio CD track list Business Track 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42

118

Content Chapter 1, Activity 1 Ch. 1, Activity 7, Conversation 1 Ch. 1, Activity 7, Conversation 2 Ch. 1, Activity 14, Conversation 1 Ch. 1, Activity 14, Conversation 2 Ch. 2, Activity 1 Ch. 2, Activity 8 Ch. 2, Activity 15 Ch. 3, Activity 1 Ch. 3, Activity 6, Exchange 1 Ch. 3, Activity 6, Exchange 2 Ch. 3, Activity 11 Ch. 4, Activity 1 Ch. 4, Activity 6, a Ch. 4, Activity 6, b Ch. 4, Activity 6, c Ch. 4, Activity 6, d Ch. 4, Activity 6, e Ch. 4, Activity 12 Ch. 5, Activity 1 Ch. 5, Activity 4 Ch. 7, Activity 1 Ch. 7, Activity 6, Call 1 Ch. 7, Activity 6, Call 2 Ch. 7, Activity 10 Ch. 8, Activity 1 Ch. 8, Activity 13 Ch. 9, Activity 1 Ch. 9, Activity 6 Ch. 9, Activity 11 Ch. 9, Activity 13 Ch. 10, Activity 1 Ch. 10, Activity 5, A Ch. 10, Activity 5, B Ch. 10, Activity 5, C Ch. 10, Activity 5, D Ch. 11, Activity 1 Ch. 11, Activity 7 Ch. 11, Activity 14, A Ch. 11, Activity 14, B Ch. 11, Activity 14, C Ch. 11, Activity 14, D

©2009, 2007 Berlitz Languages, Inc.

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NOTES:

Business Level 4 • Notes

©2009, 2007 Berlitz Languages, Inc.

151_1_Text_DC_CS3.indd 151_1_G4_Tex_Odd_CS3 Notes:119 7

119

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120

©2009, 2007 Berlitz Languages, Inc.

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