the business adv answer key

8/2/2019 The Business Adv Answer Key

1/23

1 Personal development1.1 About business Developing your career

1 Studentsownanswers

2 Theauthordescribeslieatworkhumorously,asabattle.Itisdescribedas

ruthlessandcutthroat,withpeopledoingwhatevertheycantogettothetop.Wordsthatindicatetheauthorshumorousstancethroughcomicexaggerationandtheideaobattleareminefeld, kidnapandblackmail.

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

4 1 Getyourselnoticed=itsagoodideatoshowinitiative/volunteer.

Thiswillprovideyouwithplentyowork,whichyoushouldtrytoavoiddoing.

2 Ignoreallemails=isomethingisreallyimportantthepersonwhosenttheemailwilltrytocontactyouagain.

3 Therearegoodandbadbosses=goodbossesareinterestedinyou,encourageyou,giveyouinterestingworktodo,andleaveyoutoworkonyourowninitiative.Badbossesgiveyouworktodoandthencomplainwhenyoudowhattheyask.

4 Dressupnotdown=itsimportanttodressappropriatelyorthejob.

5 Shareopinionsatappraisals=donotexpectyourbosstohavethesameopinionasyou.Whengivingappraisals,giverecognitionaswellascriticism.

6 Learntorecyclereports.Manyreportssaymuchthesamething,andusinganoldoneasamodelcanbeuseul.However,double-checkallyourchanges!

7 PAskeepbusinessorganized=theyaretheenginesthatkeepabusinessrunning.

8 Dontbescaredtobelazy=themoreyoudo,themorecangowrong.9 Steerwellclearoallmeetings=mostmeetingsarepointless.Thebest

meetingsarethoseorwhichpeoplehavereallyprepared.Theyrequirealotowork,butareusuallyveryworthwhile.

5

perormance relationshipsatwork

yourapproachtoyourjob

Speaker2:makesureyourbossthinksoyou

rstwhenpromotiontimecomes.Keepyourselontheirmindbysendingregularupdateseveniyouhaventdoneverymuch.

Speaker1:developariendshipwithyour

boss,trytotalktothemaboutpersonalthings,inanaturalway

Speaker3:Setlimitsortheamounto

overtimeyoudo.Knowyourlimitationsandturndownassignmentsinecessary.

1.2 Grammar Tense, voice and aspect

1 1 haveyoubeenuptowepreerthepresentperectherebecauseit

indicatesastateleadinguptothepresent,andalsobecausethepresentperectisstronglyassociatedwithsinceasaprepositionorinthiscaseasubordinator.

2 sawthisindicatesaspeciceventinthepast,soweusethepastsimple;alsothepastsimpleisassociatedwiththeadverblast(=thelasttime).

3 hasntanyonetoldyounormallyyouonlyneedtotellsomeonesomethingonce,sotheaspectissimple.Iitiscontinuous,itmeansthatthepersonisbeingtoldrepeatedly.Theuseothepresentperecthereindicatesnews.

4 havedecidedthepresentperectismorelikelyasthedecisionhasstrongcurrentrelevance.Thepastsimpleisalsocorrect,andwouldbemoretypicaloAmericanEnglish.

5 wouldyoubedoingwouldshowsthatthesituationishypothetical,andgiventhecontextthatthejobinterviewisintheuture,thecontinuousexpresseswhatJonwouldbedoingihegetsthejob.TheperectcontinuousexpresseswhatJonwouldhavebeendoingihehadgotthejob.Clearlyhehasnotbeenrejectedorthejobsothiscombinationoaspectsisnotappropriate.

6 coverthereisnoreasontousethepresentperect;thepresentsimpleherereerstoalltimespast,presentanduture.Thisisapermanentstateoaairs.

7 havealwaysgotthepresentperectisusedheretodescribearecurrenthabituptothepresenttime.Alwaysgotismoredistant(orAmericanEnglish)andsuggeststhatthischaracteristicisnolongertrue.

8 isgoingthepresentcontinuousismorelikelyastheactionisbothcurrentlyinprogressandincomplete.

9 blewthepastiscorrectastheeventreerredtoisinthepast(whenthedocumentswerelost)andthereisaspecicreerencetothisinthesentence,soitisquitedenite.

10 haveyoubeendoingthepresentperectcontinuousemphasizes:thecurrentimportanceotheaction(present),whathasbeencompletedsoar(perect),andtheactthattheactionisongoingorinprogress(continuous).

11 willhaveworkedoutwill+theperectaspectismorelikelythantheprogressiveasJonmeansthatbytheuturedatementioned(theendotheweek)thestrategywillbecompletedandeveryquestionwillbecovered.Thecontinuouswouldsuggestthatattheendotheweekhewouldstillbeintheprocessoormulatinghisstrategyanditwouldnotbenished.

12 ArentyoubeingthepresentcontinuoussuggeststhatEdthinksJonisbehavingover-condently/arrogantlyatthemoment,butisnotgenerallyover-condent/arrogant.


3 1 waslaunched 2 was/istargeted 3 perceived 4 hasbeenrated 5 covers 6 hastobememorized 7 thrownaway 8 actsout 9 guesses10 change

4 Wewanttoavoidmentioningwhodidtheaction.=3(reducedorm,auxiliaryomitted)Itisunimportant,orunnecessary,tosaywhodidtheaction.=1,2,4,6,7Thesubjectothesentenceisextremelylong,sotheactivesoundsbetterbecauseitputsthelongmaterialattheend.=5Thereisnoreasontousethepassive,sotheactiveisbetter.=8,9,10

5 1 worked 2 waspublished 3 are 4 beconsidered 5 areclearlybeingmade 6 beingbased 7 is 8 isnotactuallydoing 9 isbased

10 notonlygain11 remains12 maybesummarized13 arerequiredtocarrythemout14 maythenbeplaced15 arebestsuited

1.3 Vocabulary Behavioural competencies andsetting goals


2

Teamworking Managinganddevelopingyoursel

Customerservice Problemsolving

eectivecommunicationholdingpeopleaccountableleadership

fexibilitynetworkingsel-awarenesssel-developmenttimemanagement

clientocusinterculturalcompetenceresultsorientation

analyticalthinkingdecisionmakinginnovationmanagingchange

3 1 analysis2 communication3 priority4 unexpected5 application

Matchingcompetencies:1 analyticalthinking2 eectivecommunication3 clientocus4 fexibility5 sel-development

4 Theydiscussleadershipandtimemanagement.

Answer key


2/23

Answer key

5 Leadership:HementionsorganizingapromotionalcampaignortheEuropeantour.HealsomentionsprovidingsupportorHannah,amemberohisteam.Timemanagement:HetalksaboutthetimehewastryingtoarrangethetransportortheFrenchlegoatour.

6

1 clearguidelines2 Measurableobjectives/targets3 realistictargets/objectives4 writtenrecord5 valuableinsight6 perormanceappraisal

7 1 successul2 achievements3 perception4 evaluation5 deensive6 responsive7 eectively8 non-committal

8 Tonalize80%opromotionalplansorartistpublicityeightweeksbeoreanyplannedtourdatebegins.Toinvolvejuniorstainatleast50%oarrangements.Toensurepublicityexposurecoversatleastthreedierentchannels(print,radio,web,mailetc.)Toupdatebudgetsbytheendoeachquarter.


1.4 Management skills Self awareness andcommunication

1 3

Studentsownanswers

4 1 you2 you3 others4 others5 Arena6 Faade7 BlindSpot8 Unknown


6 1 AlargeBlindSpotsuggestsamanagerwhodoesnotlistentoother

peoplesideasoreedback.He/Shemaybeperceivedasarrogantorauthoritarian.

2 AlargeFaadesuggestsamanagerwhoisreluctanttodisclosehis/herownideasandeelings.He/Shemaybeperceivedasdeensiveandindecisive.

3 AlargeUnknownsuggestsamanagerwhodoesnotcommunicatehis/herownideasnorshowsinterestinthoseoothers.He/Shemaybeperceivedasunimaginativeandbureaucratic.

4 AlargeArenasuggestsamanagerwhoshareshis/herownideasand

eelingsandlistenscareullytothoseoothers.He/Shemaybeperceivedasopenandobjective.

7 1 Howdoyoureactunderpressure?2 Howdoyoucopewithailure?3 Howmotivatingismoneyoryou?4 Whatwouldyouliketochangeaboutyoursel?5 Whatdoyouseeyourseldoingintenyearstime?

8 1 ShallIhaveagoatthis? 2 Ihavetoconessthat 3 Wouldyouliketotakethisone? 4 Iveneverreallythoughtaboutitthatmuch. 5 Ihaventtheslightestidea! 6 IImtotallyhonestwithmysel,Idhavetosay 7 Illpassonthisone,iyoudontmind. 8 Letsleavethatone,shallwe?

9 Ihonestlyhaventgotaclue!10 Iyoureallypushedme,IsupposeIdsay

9 a) 1,3b) 2,6c) 4,10d) 5,9e) 7,8

10 and 11

Studentsownanswers

1.5 Writing Job descriptions


2 A JobTitleB JobTypeC SalaryD LinemanagerE JobAimsF Duty/(ies)G Standard(s)

3 (a)on(b)to(c)in

(d)in(e)by() in(g)within

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

5 Financialmanagementskills:E;5Customerserviceorientation:E;1,2,4,5,6Leadingateam:E;4,6,Achievement:E;1,2,3,4,5Analyticalthinking:D;1,2,4Flexibility:D;1,2,4Sel-awareness:E;1,2,4,6DegreeorequivalentinGraphicdesign:E;1,2,4KnowledgeoEnglish,Frenchandonenon-Europeanlanguage:D;1,62yearspreviousexperienceinadesigndepartment:E;1,2,4

6 1 True2 False:thepresenttenseandinnitiveareusuallyused3 True4 False:unlessneeded,omitarticles5 True6 True

7 Duty:1(60%)Toarrange,bookandconrmclientstransport(fights,transers)bothonthephone,overtheInternetandinperson.Standard:Allfightrequestsaredealtwithwithin24hrs(Internet),orimmediately(phone,inperson).Clientsareprovidedwithalldetailsinwriting,andtickets/voucherswhereappropriate.Duty:2Managesallnancialtransactions.Analysisonancialdata,ensuringecientuseoresources.Perormingprojectionsrelatingtobusinesstraveltrends.Standard:Fullyinormingtheaccountsdepartmenttokeepthemuptodate.

Correctlysubmittingtheaccountsandreconcilingthemonamonthlybasis.Duty3:Trainingandsupervisingpart-timesta.Hiring,delegatinganddeterminingworkloads.Evaluationostaperormance.Standard:ParttimestagivepositiveeedbackandcontinuetoworkorHHInc.insubsequentpeakperiods.Feedbacktheyreceiveromclientsis80%positive.


3/23

Answer key

1.6 Case study The glass ceiling


2 1 strengths:avaluableanddependablememberoherteam,eciency,

outgoing,strongcommunicationskills,keentotaketheinitiative,ambitious

weaknesses:tendencytooverreachherauthorityandtoavourunconventionalmethods,lackomaturity

2 shelacksaormalmarketingandmanagementbackground3 sheisawareothedicultiesoreconcilingthecareoherour-year-old

daughterwithaninevitablyheavytravelschedule,shedoesnotappeartorealizethatthatSEVShasneveremployedawomanasaMarketingManager

4

Gemmaknows Gemmadoesntknow

othersknow

valuableanddependableteammember

ecient,outgoing,strongcommunicationskills,keentotakeinitiative,ambitious

tendencytooverreachherauthorityandtoavourunconventionalmethods

lacksaormalmarketingandmanagementbackground

disappointedaboutnotgettingthejob

lackomaturity SEVShasneveremployed

awomanasaMarketingManager

othersdontknow

3


othersknow


ecient,outgoing,strongcommunicationskills,keentotaketheinitiative,ambitious

tendencytooverreachherauthorityandtoavourunconventionalmethods





ishewasaman,theydbebegginghertotakethejob

thebosswillneveragree doinganMBAwontmake

anydierenceatSEVS shetendstorushintothings shesnotalwaysverypatient veryintuitivebutnotalways

verylogical

othersdontknow

isshereallyready? hasshegotwhatittakesto

ghtthesystem? doesshereallywanther

careerbadlyenough?

4


othersknow


ecient,outgoing,strongcommunicationskills,keentotaketheinitiative,

ambitious tendencytooverreachherauthorityandtoavourunconventionalmethods





ishewasaman,theydbe

begginghertotakethejob Tthebosswillneveragree doinganMBAwontmake


verylogical

othersdontknow

havingdoubtsaboutwhethershesgoodenoughtodotheMBA

notasambitiousasothersthink

tenseandirritableatthemoment

notthemostorganizedpersonintheworld

hasbeenheadhuntedorjob

inSweden missesherparents



careerbadlyenough?

5

Option Pros Cons

1 stayinpresentjobandkeeptryingtogetpromotion

herworkisappreciated;shecouldtaketimetogainmaturity

littleornochanceopromotion

2 dotheMBA anMBAwouldenhanceherprospects

StilllittlechanceopromotionatSEVS.Hardwork,andshemightailandlookstupid.

3 movetoSweden goodjobandbetterprospects

husbandwouldbeunhappy

4 workpart-time husbandwouldbehappy.

ShewouldhavetoleaveSEVSandgiveuphopesogettingintomanagement.

6 1 Gemmaisverydisappointedaboutnotgettingthejob.Shesnotalways

verypatient,andistenseandirritableatthemoment.ShehasbeenheadhuntedorajobinSweden.

2


othersknow


ecient,outgoing,strongcommunicationskills,keentotaketheinitiative,ambitious

tendencytooverreachherauthorityandtoavour

unconventionalmethods lacksaormalmarketingandmanagementbackground




ishewasaman,theydbebegginghertotakethejob

thebosswillneveragree doinganMBAwontmake


verylogical

othersdontknow

havingdoubtsaboutwhethershesgoodenoughtodotheMBA

notasambitiousasothersthink

tenseandirritableatthemoment

notthemostorganizedpersonintheworld

hasbeenheadhuntedorjobinSweden

shehasalwayswantedarealcareer

shesthinkingaboutacceptingthejobinSweden missesherparents



careerbadlyenough?


4/23

Answer key

3

Option Pros Cons

Stopworkandhaveababy,moveoutintothecountry

Husbandwouldbehappy.

Giveupanyideasoarealcareer

7

Studentsownanswers

2 Corporate image2.1 About business Corporate image

1 Companyoundedin:DesPlaines,asuburboChicagointhestateIllinois,USALogo:Yellow,MsignProducts/menu:asatakeaway,ast-oodrestaurant,itsmainproductsaredierenttypesoburgersandFrenchriesCoremarket:astoodconsumerschildrenandyoungpeople,low-incomegroupsduetorelativecheapnessotheoodCompanyoundedby:RayCrocandDickandMacMcDonaldin1955Mascot:RonaldMcDonald,aclowngureAppearanceorestaurants:plasticseats,striplighting,brightcoloursImageothecompany:thequintessentialast-oodrestaurantMcDonalds

presentsitselasoeringgoodvalueormoney,producingconvenienceoodandbeingchildriendly

2 1 Seeanswersabove.2 (Suggestedanswer:)McDonaldscametorepresentobesity,dead-end

jobsandhealthscaresrelatedtomeatconsumption.3 a) Theyhavebeenre-styled.Thenewlookisdescribedassleek,green

andascolourulretromodernism. b) Themenuishealthier.McDonaldsnowoersarangeosaladsand

reshruits.Theproductsarelabelledasorganicandree-range,andaresourcedethically,e.g.thecoeeiscertiedbytheRainorestAlliance.

c) McDonaldsclearlywantstogivethemessagethatenvironmentalconcernsandhealthyeatingarenowcorecorporatevalues.

3 1 theyellowMsignthatistheMcDonaldslogo2 alow-paid,low-statusjobwithnocareerpotential3 BovineSpongiormEncephalopathy(BSE)isadiseasewhichaects

cattlebutwhichcanalsocausediseaseinhumanswhoeatinectedmeat.WhenitwasdiscoveredthatthecausesoBSEarerelatedtocommonlypractisedintensivearmingmethodsoraisingcattle,thiscausedmanypeopletobecomereluctanttoeatmeat

4 anembarrassingmistakewhichwouldhaveanegativeeectonthecompanysimage

5 McDonaldsnewapproachtothedesignotherestaurants,whichappearstobeoneosimplicationandminimalismindesign,i.e.,cleanlines,mutedcoloursandmoreopenspace.

6 adeceptive,dishonestschemeacompanyusesormakingmoney7 inabold,deantoraggressivemanner8 similartoStarbucks,thecoeehousechain,whichpridesitselonthe

qualityoitscoeeandhasasophisticated,urbanimage

4 1 aurnituredesigner2 HemelHempstead,atowninthesouth-eastotheUK3 thePrinceoWaleswhohasspokenpubliclyaboutthedangerstohealth

oastood4 WatordFootballClub5 chieexecutiveoMcDonaldsUKsinceApril20066 awell-knowncheintheUKwhoappearsontelevisionandhas

campaignedtoraiseawarenessohealthyeatingandanimalwelareintheoodindustry

5 Thewritersstancecouldbedescribedassceptical.HischoiceovocabularytodescribethetraditionalMcDonaldssuggestsdistasteortheoriginalstyleothechainthegarishredsigns,thestriplighting,thetackyplasticseatsandsinisterclowningRonald.HisuseoquotationmarkswhendescribingcertainaspectsoMcDonaldsactivityplacesanironicdistancebetweenhimselandhisownviewsandwhatheisreporting,e.g.whatMcDonaldscallsthelessismoretreatment,Hischoiceoextravagantandrhetoricallanguagetodescribecertaineventsalsosuggestsscepticismandironicdistance,e.g.Underitsgoldenarches,andunderourveryeyes,McDonaldshasbeentransormingitsel,

emblematicoallthatwasrottenincapitalism,disdainorthedead-endMcJob.Thenalsentenceothearticle,Itstillmakesyouat,doesntit?isplacedinsuchawaythatiteectivelyunderminestheideathatthenew-generationMcDonaldsshouldbeassociatedwithhealthyeatingandconcernortheenvironment.

6 1 ItmaybedicultorMcDonaldstomaintainitscommitmenttogreen

policiessinceenergy,waterandoodpricesareallrising.Meatinparticularisgoingtobecomemoreandmoreexpensivetoproduce.ItcouldbeparticularlychallengingorMcDonaldstokeepitspricesdownandretainitsproleasalow-budgetrestaurantchain.

2 Peoplearelessembarrassedanddeensiveabouteatingastood.Peopleareawareothedangersoexcessiveconsumptionoastooddueto

theseissueshavinghadalotoexposureinthemedia.However,theydonotseeMcDonaldsasbeingworsethananyotherast-oodchainandtheyarepreparedtomaketheinormedchoicetoeatastoodwhentheywantto.

2.2 Grammar The future, tentative and speculativelanguage

1 1 C 2 P(inthenegativesense) 3 T/P 4 C/P 5 P 6 C/P(dependingonhowoneinterpretsexpect) 7 C/P(inthenegativesense) 8 P 9 P10 P/T11 C12 P/T

2 Almostcertain:bepoisedto,beonthevergeo,beonthebrinko,besetto,beboundto,becertaintoProbable:willprobably,shouldTentative:may,could

3 and 4

Studentsownanswers

5 1 lookout2 issettounveil/ispoisedtounveil/isabouttounveil/isontheverge

ounveiling3 iscertain/boundtoshakeup4 may/might/couldrespond5 arelikelyto/should/willprobablyocuson

6 may/might/couldjustwork7 should/could/mightclose

6 1 Thereislittledoubtthatintodaysmodernbusinessworldartoomuch

emphasisisplacedoncorporateimage2 Icantbelieveyouappeartobetrivializingsuchaseriousmatter!3 Themarketingdepartmenttendtoblameusorpoorsales;theyrethe

oneswhoareresponsibleorourcorporateimage.4 Givenourimage,itisgoingtoprovechallengingtobreakintothe

Americanmarket.5 Itappearslikelythatourconsumersaregoingtodemandmore

inormationaboutcarbonootprint.6 Theboardhaveexpressedconcern/areconcernedaboutyourabilities

toleadthedepartment.7 Itmight/wouldbeagoodideatorewritethisreportonourCSR

projects. Iwouldsuggestrewriting/yourewritethisreportonourCSRprojects.

7 Howtoresolveahealthscareinahospital

8 1 suggested2 onthewhole3 itwould/mightbeagoodidea4 expressedconcern5 mightprovechallenging6 mightwant

2.3 Vocabulary Corporate social responsibility

1 1 responsibility2 hypocrisy3 environment4 brand5 prots

2 and 3Studentsownanswers


5/23

Answer key

4 1 Eco-eciencywasaphrasecoinedbytheBusinessCouncilor

SustainableDevelopmenttodescribetheneedorcompaniestodescribetheneedorcompaniestoimprovetheirecologicalaswellaseconomicperormance.

2 Corporatephilanthropydonatingtocharitiesisasimpleandreputation-enhancingwayoracompanytoputanumericalvalueonitsCSRcommitment.

3 Cause-relatedmarketingisapartnershipbetweenacharityandacompanywherethecharityslogoisusedinamarketingcampaignorbrandpromotion.

Thecharitygainsmoneyandproleandthecompanybenetsbyassociatingitselwithagoodcauseaswellasincreasingproductsales.

4 Sponsoringawards.Throughawardschemes,companiespositionthemselvesasexpertsonanissueandleadersoCSRsimplybymakingalargedonation.

5 Codesoconduct.Corporatecodesoconductareexplicitstatementsoacompanysvaluesandstandardsocorporatebehaviour.

6 Communityinvestment.Manycompaniesdevelopcommunityprojectsinthevicinityotheirsites,toosetnegativeimpactsorgivebacktothecommunityandlocalworkorce.Communityinvestmentcoversawholerangeoinitiativesincluding:runninghealthprogrammes,sponsoringschools,playgroundsorcommunitycentres,employeevolunteeringschemesorsigningamemorandumounderstandingwithcommunitiesaectedbyacompanysimpacts.

5

1 anoilcompanyinstallingsolarpanelsontheroosoitspetrolstationsandreducingthecarbonemissionsoitsoperationswhilstremainingcommittedtoacontinualincreaseinoilandgasproduction

2 McDonaldsnetworkoRonaldMcDonaldHousestoimprovethehealthandwellbeingochildrenandBPssponsorshipotheNationalPortraitAward.EasyandveryPR-riendlycorporategivingismoreeasilydismissedasaPRexercisethanotherormsoCSR,companiesareshitingtomakinglargerdonationstoasmallernumberocharitypartnersandcombininggivingwithotheractivities.

3 Tescoscomputersorschoolspromotion.Companieschoosecharitieswhichwillattracttargetconsumers.

4 TheReebokHumanRightsAwards,NestlsSocialCommitmentPrizeandtheAlcanPrizeorSustainability

5 Ernst&YoungorPricewaterhouseCoopersarementionedbutasexternalveriersocorporatecodesoconductratherthaninconnectionwiththeirowncorporateconductcode.Codesvaryincontentandqualityromcompanytocompany,andcoversomeorallotheollowingissues:thetreatmentoworkers,consumerreliability,supplychainmanagement,communityimpact,environmentalimpact,humanrightscommitments,healthandsaety,transparencyanddealingswithsuppliers,andotherissues.

6 GlaxoSmith-Klinesupportsawidevarietyohealthandeducationprogrammesinareaswhereitoperates,rangingromtrainingmidwivesinVietnamtoAIDSawarenessoutreachorBrazilianteenagers.

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


2.4 Management skills Time management

1 Peoplearemoreaggressiveanddemandingatthebeginningotheweek,andmoreopentosuggestiontowardstheendotheweek.Itisthereoreimportanttochoosethebesttimeorstrategicallyimportanttasks.Unreasonablebehaviourmayhaveacost.

2 askingorarise:Thursday/Fridaybrainstorming:Wednesdaygettingimportantjobsdone:Tuesday/Wednesdaysettinggoals:Mondayholdingmeetings:Tuesdaydoingsport:Fridayndinganewjob:Tuesdaymakingredundancies:Friday

3 5

Studentsownanswers

6 1 probablytheAsurgentandimportanttaskswhichneedtobedone

now2 probablytheCsimportantbutnoturgenttaskswhichsomeoneelse

candowell3 probablytheBsurgentbutnotveryimportanttasks,andperhapsthe

Dsnoturgentandnotimportanttaskswherenewteammemberscouldacquireexperiencewithoutrisk

4 probablytheDs-noturgentandnotimportanttasks;buttheymaybecomemoreimportantormoreurgentlater5 delegationgivesmanagerstimetomanage,think,becreative,do

importantjobs,motivatesanddevelopsteammembers,givesfexibility,cutscosts,allowsmanagerstoevaluateteammembersperormance

6 insecurity,lackotrust,lackotime,needorcontrol,ignorance,earootherpeoplesreactions,enjoyingbeingbusyordoingsimpletasks

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

8 1 tolookinto 2 preparedtotakeon 3 letmeknow 4 givemeanupdate 5 let/know/handling 6 treatthisas 7 get/totakeover/How/sound

8 getbacktome/runpast 9 goahead/drawup10 comortablewith

9 and 10

Studentsownanswers

2.5 Writing Press releases

1 TheSkinnyCowisgivingitsbrandanewlookwhilstSonyareusingtheChinesepianisttopromotetheirbrand.


3 headlinesubheadleadasummaryothestory

back-upparagraphinormationaboutthecompanycontactinormation

4 Pointstonotearetheuseocapitalsormaincontentwords(notprepositions),noull-stopsorcommas,littleornouseoarticles,useothepresentsimpleandto+innitiveverborms,andthedominantuseonouns.

5 1 SuperwaysCapturesFourTimesMoreOnlineOrdersthanClosest

Competitor2MrFix-ittoFocusonGrowthandLong-termPlans

3 JenkinsandHealth-ExFormWorldwideCollaborationorNovelMedication

4 ReykjavikonIce/ReykjaviktoOerCoolTourism5 RSNOHoldsMusicWorkshopsorElderlyandthosewithSpecial

Needs

6 1 hasannounced2 willreduce3 marks4 represents5 willenable/enables6 is7 tobegained8 isexpected

7 and 8

Studentsownanswers


6/23

Answer key

2.6 Case study Pixkel Inc.


2 1 Acompanywhichisnotmanagingitsgrowth,withurgentproblemso

leadership,protability,delivery,cash-fowandpublicrelations.2 Sheneedstogetresultsquickly;shecantexpecthelpromBill,anditis

diculttomeetothermanagers.3 Shewouldliketohavesomeonetohelpherbrainstormandevaluate

possiblesolutions.

3 1 theresnoteamspirit,theyneedtoworktogetherbetter 2 peoplekeepleavingthecompany 3 theworkingenvironmentisincompatiblewithahigh-techimage 4 recruitmentisdicultbecauseworkingconditionsarepoor 5 thecompanyhasareputationorlatepaymentanddiscounting 6 themarketisreallytough,withmoreandmorecompetitionromIndia

andChina 7 theyneedmoneytotakethebrandupmarket 8 nancekeepscuttingbudgets 9 theproducthasnovisibilityortheenduser10 developmedium-andlong-termobjectives

4 1 BenRainey,Marketing.Pixkelsreputationwithcustomersandsuppliers

isnotverygood,anditwillbeveryexpensivetostrengthenthebrand.2 CarlaBuenaventura,HR.Thereisnoteamspirit,andpeopledonottakeresponsibility.Gettingpeopletoworktogetherisalmostimpossible.

3 JerryWoo,Production.Pixkelhasanexcellentproduct,butsalesandmarketingareincompetentorlazy.

4 AlexODriscoll,Finance.Thereisnomissionstatementorbusinessplan,sonobodyknowswhattheirlong-termobjectivesare.

5 VickyFry,Sales.ThemarketisverydicultwithalotocompetitionnalcustomersdonotknoworcarewhetherthecameratheybuyusesaPixkelchipset.

5 9

Studentsownanswers

3 Supply chain3.1 About business Outsourcing

1 better:becauseManpowerisarespectableandreliableemployer,yourjobwillnotdependonyourrelationshipwiththeowner,youwillhavebetteropportunitiesortrainingandmoreinterestingwork,youaresuretobepaidlegallyandeciently,youmayhavebetterinsurancecoverworse:becauseManpowermayexpectyoutoworkharderandmaybelessfexible,yourrelationshipwithyouremployerisimpersonal,youmaybeaskedtoworkinotherplaces,youmayloseyourjobmoreeasily,yournetpaymaybelowerthanbeore.

2 1 Bysuggestingnomorethan50%otheaudiencewillstillbeemployed

bythesamecompanyinveyears.Thisgrabstheaudiencesattentionandshocksthemintochangingtheirattitudestowardsoutsourcing.

2 Whentheoutsourcingserviceproviderhiresthepeoplewhousedtobeemployedbytheclienttodothesamework.

3 a)over650b)1,500c)1,1004 Workloadincreases:outsourcingassumesgreatereciency.5 Workingorseveraldierentclientsmeansworkismoreinteresting,and

specialistrmsprovideenhancedcareeropportunities.6 Theknowledgedrain:whenemployeesreuselit-outandleavethecompanyaltogether.Thiscanbeavoidedbygivingregularupdatesontheoutsourcingprocess,explainingthebenetsortheemployeeandorthecompany,andhavinganopen-doorpolicy.

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

4 isaboutto TheMelanieGrithphaseiscoming...miracletechnologies breakthroughapponlineservicejobs nancialanalysis,research,design,graphics,

cubiclearminexpensive theequivalentoyourlattebudgetknowledgeworkers smart,educated,English-speakingpeopleneverbecameintelligent thesuperbrainthatneverarrivedinsilico

incrediblyast thespeedatwhichtheIndiantechindustryislearningnewskillsisbreathtakingrelaxed diminished/dtentemonster siliconinvasionrepetitivejobs bookkeepers,secretaries,typesetterstheoverallresult theneteectreassuring Thereissomesolaceinhistory**productstodata atomstobitsaddingupnumbers datacrunchingprintingdocuments thetypingpoolhandlingphonecalls theswitchboard

5 and 6

Studentsownanswer

3.2 Grammar Noun phrases

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

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

3 1 Acomplexsupplychainisaprocessthat/whichinvolvesdierentmodes

otransportacrosscontinentsandoceans.OrAprocessthatinvolvesdierentmodesotransportacrosscontinentsandoceansistermedacomplexsupplychain.

2 Adistributioncentreisaplacewhereproductsaresortedandredirected

beorebeingtransportedon.OrTheplacewhereproductsaresortedandredirectedbeorebeingtransportedoniscalledadistributioncentre.3 Smallholderproducersarearmerswhooperateonarmsolessthan25

acres.Or Farmerswhooperateonarmsolessthan25acresareknownas

smallholderproducers.4 Theairtradepolicyisasystemthat/whichrequiresminimumstandards

opersonalandenvironmentalwelare.

4 1 Youwillloveourethicallysourcedcoee,whichisothehighestquality.2 Oursmart,fexibleapproachensurestherightsolutionoryouevery

time.3 Ourstrongandtrustedbrandisrecognizedworldwide.4 Ourhugerangeospecializedmedicalequipmentishardtobeat.5 Fast-expandingandwiththousandsofightsperday,Heathrowisa

globalairporthub.6 Originallyamilitaryterm,logisticsoersintegratedtransportsolutions

attherightprice.


3.3 Vocabulary Logisitics

1 1 c 2 a 3 c 4 c 5 c

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

3 a) byreturningthestocktothewarehouseordistributioncentreb) byrepositioningthestockinadierentgeographicallocationorina

dierentretailorganisationc) byreturningthestocktothemanuacturertobedestroyedorrecycled.


7/23

Answer key

4 1 rawmaterials 2 nishedgoods 3 warehouses 4 outlets 5 consumer 6 goods 7 supplychain

8 manuacturer 9 repositioned10 retailorganization11 salvage12 recycled


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

7 1 Scan-basedTrading2 Returns3 Stales4 Cradle-to-Grave5 Stockouts6 Unsaleables7 ThritShops


3.4 Management skills Managing change

1 and 2

Studentsownanswers

3 GoranRadmanhelpsretailcompaniestomeetcustomerneedsanddemandbysettingupanon-demandsupplychain,usingCPFR.

4 1 anon-demandsupplychain2 customerneedsanddemand3 waste,unnecessaryoverheadorlogistics4 collaborativeplanning,orecastingandreplenishment5 greaterthanthesumoitsparts

6 strengthenthedrivingorces,andweakentherestrainingorces5

changes drivingorces restrainingorces

upgradingcomputersotware

increasingeciency,reducingerrors,ensuringcontinuedsupport

earochoosingthewrongtechnology,unwillingnessostatoretrain

outsourcingbusinessprocesseslikeHRandIT

increasingproductivity,morespecialistskills,reducedexposureibusinessdecreases

earogivingawaysecrets,earolosingcontrol

adoptingJIT(Justintime)

reducingwaste,increasingproductivityandROI

earocreatingbottlenecks,earodependingonsuppliers

oshoringproduction reducingcostogoods,morefexiblelegislation

earostakeholderdissatisaction,earo

qualityissues


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

8 1 Whatweallneedtodoistostopburyingourheadsinthesandandstep

backsowecanseethebigpicture.2 Whatyoushoulddoisencouragestatotackleproblemsthemselves.3 Thethingyouhavetodoistocatchthemdoingsomethingright.4 WhatsomepeoplewilldoistodismissCPFRasjustthefavourothe

month5 Whatsreallyimportantisthattheybuyintomakingthisthingwork.6 Thereasonweshouldrolloutthechangesinwavesistobuild

momentum.7 Itstheirheartsandmindsthatweneedtoengage.

8 Itsgettingintothehabitowinningthatcountsmost.

9 11

Studentsownanswers

3.5 Writing Corporate guidelines


2 1 ensure2 processes3 do

4 encourage5 support6 acquired7 adhere8 creating

3 1 e 2 d 3 b 4 c 5 a

4 1 onlyreshood,andonlywhenitsinseason2 banned,andminimalpacketood3 useglass,notplastic4 wherepossible,butsuppliersmustbechecked5 morenutritious;indemandbytourists,sourcelocallybutmaytakesome

time6 someseaoodmaynotbecaughtduringcertaintimesotheyear

5

1 nounphrase;useopassive2 nounphrase;useopassive;avoidanceopronouns3 nounphrase;useopassive;avoidanceopronouns

6 and 7

Studentsownanswers

3.6 Case study WEF Audio


2 1 high-quality,traditional,reliable,perectionistbutalsohigh-tech

perhapsaninherentconfictinthesevalues?2 recentlyisnowapplying...ateralmost50yearsoproducingasingle

product3 inresponsetocustomerdemand,tocreategrowth,asinsuranceagainsta

decliningcoremarket,tospreadriskbymovingdownmarketawayromalabour-intensive,upmarketproducts

3 1 Non-productiveunctionslikesalesandinnovationhaveimproved.

Operationsprocesseslikeeciencyandinventoryhavedeteriorated,witharesultingriseinsalariesandcostosalesandaworryingdecreaseinprotability.Customerandemployeeindicatorshavedeteriorated:quality,deliverytimes,customersatisaction,employeesatisactionandturnover.

2 Thecompanyhasocusedondevelopingnewproductswhichhaveincreasedtheworkloadandthecostosales,producingwithlowprotability.Customershavebeendisappointedbyallingqualitystandardsandslowerdeliverytimes.Despiteeortstoretainemployeeswithbettersalaries,staturnoverhascontinuedtoincrease.Thechangeromatraditionalhigh-marginproducttoanewmass-marketproductappearstohavebeenhandledpoorly.

3 Cuttingcosts,restoringprotabilityandimprovingcustomerandemployeesatisaction

4

a) introduceJustintimeb) outsourceproductionothenewproductrange,ocusonhigh-end

productsc) relocateproductiononewproductsandherhusbandKarltoNorth

Arica

5 1 newproductsareboostingrevenue 2 productsarebecomingmoresophisticated=needtostockmore

components 3 increasedsalesmeanincreasedworkloads 4 productivity 5 (increased)inventory 6 muchmorecheaply 7 handle 8 too 9 damageourreputation10 buildaactory11 unions

12 relocateKarl

6 and 7

Studentsownanswers


8/23

Answer key

4 Managing conflict4.1 About business Management style


2 1 Mostbossesthinktheydoaprettygoodjobokeepingtheir

subordinateshappy. Manybosseswhoarebrusquehavegenuineeelingsortheir

subordinates,sotheyaresurprisedwhentheylearnthatothersseethemascoldandinsensitive.

Fewmanagers,eventhosewithhard-drivingstyles,seethemselvesasabrasive.

2 Notusually:Careeradviserssaythatunlessyoumodiyyourbehavior,itisunlikelythattopmanagementwillcontinuetorewardyou.

3 Fieldmarshalsarecontrolreakswhotendtointimidateothers. Streetghters,likeMrBibeault,areextremelycompetitive,withevery

interactionproducingaclearwinnerandloser.Theytypicallyinsistonhavingthelastwordandalwaysthinktheyareright.

Rebelslikebeingtheexceptiontotherule. DrJekyllsandMrHydeshavegoodinterpersonalskillsinonepartoan

organization,buthavetroublewitheveryoneelse.

3 1 Totrytomakesomethingseemlessunpleasantthanitis.2 MrBibeaultsdirectnessandno-nonsensestylesuitedDavidCorcoranin

general,butthereweresometimesdiculties.3 Theyonlyseewhattheybelievetobetheessentials,totheexclusiono

anythingelse.4 Someonewhowantstocontroleveryaspectoasituationandwillnot

allowotherpeopletoshareinmakingdecisions.5 Beingconstantlyreadytoghttogetwhatyouwantproduceslevelso

stresswhichcanotencauseaheartattack.6 Sometimesmanagerscanbelovedbytheirsubordinatesbuthavetrouble

withtheirbosses.

4 1 c 2 a 3 e 4 b 5 d

5

a (Blake&Mouton)

b (Bolton&Bolton)

c (McGregor)

d (Kilmann)

e (Hersey&Blanchard)


4.2 Grammar Conjuctions

1 1 Though 2 and 3 while 4 unless 5 provided 6 As 7 whereas,asi

8 but 9 so10 incase11 or12 Supposing

2 1 sothat,inorderthat 2 since,because 3 once,assoonas 4 provided,aslongas 5 asthough,asi 6 whereas,while 7 assoonas,theminute 8 Whenever,When 9 because,since10 Justas,Like

participating/supporting

selling/coaching

delegating/observing telling/directing

accommodating collaborating

compromising

avoiding competing

concern for people

country club team

impoverished produce or perish

middle-of-the-road

concern for production

responsiveness

amiable expressive

analytical driver

y

x


9/23

Answer key

3 Section1Twoemployees,LeeandJasmine,arechosentoworkonaspecialprojectandtheyaregiventheirbrie:twoweekstocomeupwithabusinessplanortheirnewtargetmarket.Althoughtheyareromdierentdepartmentsanddonotknoweachother,theyareexpectedtoquicklyworktogether.

Section2Whenthebossisintheroomtheyseemtogetonwell,but/althoughin

privatetheyappearsuspiciousoeachother.While/Whereas/AlthoughJasmineisanoutgoingperson,Leeseemstobearatherprivateperson.Jasmineskeyideaistoocusonapersuasiveheartsandmindsstrategytoorganicallygrowsales,and/but/while/whereasLeesplaninvolvesaninyouraceTV-ledcampaignaimedatgrowingsalesast,whichJasmineargueswouldbeprohibitivelyexpensiveandtoounsubtle.

Section3Halwaythroughtherstweek,communicationhasapparentlybrokendownas/because/sincethetwoemployeescannotndanycommongroundtomoveorward.Jasmineinsistsondiscussingtheirdierences,while/whereas/although/butLeeismoreconcernedwiththedeadline.Hewantstoquicklygetonwiththetaskitsel,sotheyagreetoworkindependentlyonseparateplans.

Section4Thingscometoaheadinthemiddleothesecondweekwhen/asJasminearguesthatLeeisbeingtoosecretiveandnotsharinghisideas,butLeerespondsbyaccusingJasmineotryingtocontrolhimallthetime.

Section5Lee,meanwhile,arguesthatJasminesplanswillnotworkbecausetobuildbrandrecognitionorganicallythroughlocalinitiativeswouldtaketoolong,soherplansprobablywouldntwork.EventuallyLeepersuadesJasminetogowithhisplan.

Section6When/AsthedayothedeadlinecomesLeerealizestheirplanisactuallyquiteweak.Thetelevisionnetworkistooragmentedandtheadvertisementswouldnoteasilyreachthetargetconsumers,but/althoughitistoolatetochangeanything.

Section7Themarketingdirectorarrivesandwhenshetakesonelookattheplansherealizesitisnowherenearready.Sheblamesbothparticipants

Section8Assoonas/Once/When/Theminutethemarketingdirectorleavestheroom,theparticipantslaunchintoaheatedargumentoverwhoistoblame.Themarketingdirectorreturnstocollectherpapersandwitnessestheemployeesshoutingateachother,soshegivesthemeachawrittenwarning.

4 and 5

Studentsownanswers

4.3 Vocabulary Managing conflict

1 avoidsparkdeuseresolveescalate

2 abuyerisnotgoingtoputupwithasuppliersmistakes:5amanagementtrainergotsomeonesbackup:8aninterngotoonthewrongootwithhissupervisor:6anassistantisedupwithherboss:3anemployeewhogetsonhermanagersnerves:4

someonefewothehandlewithacustomer:2someoneisedupwithanauditor:7twocolleaguesdontgeton:1

3 1 Pavel 2 Ed 3 Dave 4 Jo 5 Nisha 6 Dave 7 Katrina 8 LinandNisha 9 MrJarlberg10 Jo

4 1 Competinga,j2 Collaboratinge,h

3 Compromisingd,4 Accommodatingc,i5 Avoidingb,g

5 1 blow 2 cards 3 air 4 work 5 towel 6 away 7 stand

8 manoeuvre 9 through10 inevitable11 way


7 proanity,swearinglikeatrooper,cursing,swear,proanelanguage,swearing,badlanguage,proanity,our-letterwords,colourullanguage,expletives,stronglanguage,indecent,obscene,innocuous,vulgar,oullanguage,oulestmouths

8 1 Swearing,trooper2 cursing,proanity3 colourul,innocuous4 our-letter,expletives5 vulgar,obscene6 oul


4.4 Management skills Assertiveness

1 1 Therighttoholdyourownopinions,andtherighttoaairhearingor

thoseopinions.2 Therighttoneedandwantthingsthatmaydierromotherpeoples

needsandwants,andtherighttoreusearequestwithouteelingguiltyorselsh.

3 Therighttoask(notdemand)thatothersrespondtoyourneedsandwants,andtherighttohaveeelingsandtoexpressthemassertivelyiyouwantto.

4 Therighttobewrongsometimes,andtherighttohaveothersrespectyourrights.


3 1 a)answers=non-assertive/passiveb)answers=assertivec)answers=

aggressive2 suggestedanswers: non-assertive/passivenoeyecontact,nervousness,hunching,small

gestures,sotvoice assertivedirecteyecontact,goodposture,condentgestures,clear

voice aggressiveintenseeyecontact,tenseposture,intimidatinggestures,

loudvoice3 suggestedanswers: Aggressionislikelytoleadtothreatening,verbalabuseandeven

violence. Non-assertivenessislikelytoleadtowithdrawal,acceptingabuseand

evendepression.

4 1 Mikeisupsetandaggressivebecausehisholidaydateshavebeenchanged.

Lindausestechniques1,2and4.2 Lindahasnotbeengiventheraiseshewaspromised:Jerryisnon-

assertiveandevasive. Lindausestechniques3,5and6.3 CarmenisupsetandaggressivebecauseLindahasswitchedtheTVo. Lindaresiststhetemptationtoansweraggressionwithaggression,and

usestechniques1,4and5.4 MattinvitesLindatospendtheweekendonhisDadsboat.Linda

doesntwanttohurthiseelings. Lindausestechniques2and3.

5 1 backtoyoulateron? 2 thatyoueelupset, 3 somethingoutthisaternoon? 4 toaskyouthis,

5 maybenotthebesttime, 6 seeitislikethis 7 yourownagenda, 8 anacceptablecompromise? 9 tothinkitover10 theoer,butnothanks.


10/230

Answer key

6 askingortime:1,9acknowledgingandbeingheard:2,5,7oeringcompromise:3,8expressingeelings:4,6sayingno:10

7 and 8

Studentsownanswers

4.5 Writing Giving Bad News

1 3

Studentsownanswers

4 Therstemailconcernsinteriordesignorarchitecturalplanswhichhavemetwithabadreception.Itusesbulletpoints,whichindicatesanattempttobesuccinct.ThesecondsoundsominouslyliketheclosureoU.K.oces,withresultingredundancies.Itattemptstogiveasmuchbackgroundtothedecisionaspossible.Thethirdisthenewsthatpromotionisnotgoingtobeoeredtotheunsuccessulcandidate.Itcouchesthebadnewsinpositiveterms.


6 Strategies 1 2 3

Usesoteners,e.g.Im araid / Unortunately / Sadly,..,

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

Usethepassivetoavoidpersonalizationotheissue

Discussconsequences,e.g.Thisll mean / As a result /consequence /

Useinclusivepronouns( I, we, us,etc)todemonstrateinvolvement,supportand/orteamattitude

Uselessdirectlanguage

Givespeciceedback

Oersuggestions

Focusonutureaction

Avoidloadedwordsandphrases,e.g . should have /shouldnt have / i you hadnt, etc

7 and 8

Studentsownanswers

4.6 Case study Olvea Brasil


2 1 Elianasconcernsareouremployeeswhohavebeenidentiedbytheir

managersaspotentialproblems.2 Ociallyapeople-orientedstyle,butoteninrealityaresults-oriented

style.3 Elianalikestohearbothsidesothestorytoputtheissueinto

perspectiveandidentiypossibleconcernswiththemanagersperormance.

3 1 Wilson(Noproblemsinrstyear...Sincethenhehasconsistently

disregardedprocedures...)andLuigi(justrecentlyhesbecomecolder,nothisnormalriendlysel)

2 VitorandSusanhavenodirectcommunication(peopleinthedepartmentsay...IsabelCorreia,myboss,saidsheaskedtospeaktoher)

3 Natasha(disappointing)Antony(disappointed)4 Wilson(reusestoollowinstructions)perhapsNatasha?(phonesme

severaltimesaday)perhapsLuigi?(hasbecomealmostsecretiveabouthiswork)perhapsAntony?(sheismuchmorewillingthantherestomydepartment)perhapsCarla(Iexplaineditwasnothisjobtomakechanges;ichangesareneededIwillmakethem.)perhapsIsabel?(whenIoertolookatthelatesttestresultswithhimhekeepssuggestingIhavemoreimportantthingstodo.)

5 Wilson,andperhapsNatasha(Iamnotsurethatshepossessesthequalitiesweexpect...)

4 6

Studentsownanswers

5 Strategic marketing5.1 About business Strategic branding and partnering


2 1b Almostalways,preerencecanonlybeachievedbydierentiation.

2a DoingthingswellDoingthingsbetternotastrategy3d Abrandistheconsumersanticipationorauniqueanddened

experienceorbenet.4c Competitivestrategyisalwaysasimultaneousanswertotwoquestions.

Firstly,whichconsumergrouphasthepotentialtobuyyourproduct?Secondly,whatcouldyouoerthemthatwouldhelpyourealizethatpotential?

5 devisingandimplementingawaybywhichtodeliverabenettoconsumers

6e Thesebrandstrategiesarealsothedierentiationthecompetitivestrategyitsel!

3 1T Doingthingswellisaprerequisite,andcommendable,butnotalong-

termstrategy. 2F Nokiaoeredsomethingdierentbyoeringproductswhichwere

ashionstatements,butthereisnoinsuranceintheworldobusiness. 3T Preerencecanalmostalwaysonlybeachievedbydierentiation. 4F Thisiscircumstantialdierentiation,whichisnotlong-lasting.

5F Onlyadenedconsumergroupitisnotabouttryingtogetthewholeworldtoloveyourproduct.

6F ItsjustnotaBMW. 7T Inthesensethatbothexperiencesoerexclusiveandattractive

anticipation,experienceandbenets. 8F Itsessentiallyplace 9F Perhapsinthepast,incosmeticbranding,buttodayitisnotenough.10T Devisingandimplementingawaybywhichtodeliverabenetto

consumers.

4 1 Runningacompanybetterthanthecompetitionisnotsucienttogain

along-termadvantage.2 Iyourbrandissucientlyattractive,customerswillnotwanttobuy

anythingelse.3 Strategicdierentiationprovidesacompetitiveadvantagewhichisnot

dependantonparticularcircumstancesoplace,time,price,etc.4 Yoursuccessengineisthesmallgroupoopinionleaderswhoother

consumerswillollow.5 Starbuckspremises,whichhavecreatedanewbuerbetweenhome

andwork,arecitedasanexampleoastrategicconceptwhichallowsthermtobothcreateandsatisyaconsumerneed.


6 1 Becauseunlikemergersandacquisitions,partneringdoesnotinvolve

sharingequity.2 Applescoremarketiscreativity,andNikesissport.Theybothprovide

liestylemanagementsolutions.3 TheydecidedtopromoterunningshoesandiPodstogether.Customers

benetedromreal-timeperormancedatawhiletheywererunning.4 Theysetupwebsitestostore,processandshareperormancedata

collectedanywhereintheworld,andtooerpersonalizedmusictoaccompanyworkouts.

5 Businesseswhichpromiseliestylebenets;eldsliketravel,entertainment,healthcareandnance.

6 Businessesmustbeabletodevelopsynergywithanexternalpartnersbrands,todeliveraddedliestylebenetstotheircustomers,andideally,toenhancecustomerexperienceviatheInternet.


5.2 Grammar Prepositions

1 1 orh)2 by)3 aboutg)4 od)5 onb)6 againsta)7 withe)8 intoc)


11/23

Answer key

2 1 whereyouplantogo.2 outotheblue.3 toescape./whenthereisanemergency.4 whattheirmainpurposeis.5 thelastewweeks/months/years.6 whereournewmarketsare.7 gettingtheactualjobdone/exactlywhatweneedtodo(togetthejob

done)3

1 entirely2 almost3 rather4 straight5 particularly6 atleast7 right8 only

4 1 NorthAmericaCaliornia,WashingtonStateandArizona2 Tobrie(andmotivate)histeamabouttheNorthAmericanoperation.3 Onlypartially.Thereseemtobecertainproblemswhichhisaudienceare

awareo.

5 1 Onbalance 2 Inotherwords 3 asitwere,atastroke 4 Bytheway 5 byandlarge,ontheonehand,ontheother 6 atlarge,asarule 7 inparticular 8 Ineect,ocourse 9 atallcosts10 Bythesametoken,aswell.

6 1 onbalance=allthingsconsidered,essentially 2 inotherwords=toputthisanotherway,or 3 asitwere=sorto,asyoumightsay,sotospeak;atastroke=allat

once,allinonego 4 bytheway=incidentally/anyway(inormal) 5 byandlarge=mainly/inthemain;ontheonehand/ontheother=

rstly,inonesituation/conversely,alternatively,incontrast

6 atlarge=allaroundtheplace,generally,everywhere;asarule= 7 inparticular=particularly,especially 8 ineect=eectively;ocourse=naturally,certainly 9 atallcosts=denitely/whateverwedo10 bythesametoken=orthesamereason,inthesameway,similarly,

likewise;aswell=also,additionally,inaddition


5.3 Vocabulary Marketing


2 1 brandnew2 todeviseabrand3 afamingbrand4 todetectabrand

3 1 Anextremelymarketing-savvygroupthatunderstandshownumerous

companiesactivelycovettheirbusiness,theygreetnewbrandswithintensescepticism.

BrandshaveatremendouseectonGenY-ersbecausetheywanttoshareinandexploitbrandsemotionalappeal.Theyusethebrandstheysupportasimportantormsosel-expressionthatcommunicatetopeersexactlyhowtheydenethemselvesaswellashowtheywantothersto

viewthem.2 ItisimperativeorGen-Ybusinessestoocusonbrandstrategyand

toconnectonanemotionallevel,tocreatebrandendorsers,whorecommendbrandstoriendsandcreatethenecessarybuzzthatdrivessalesandincreasesmarketshareTheyneedtodenepreciselywhatGen

Y-erscareaboutandwhatbenetswillmotivatethemtobuythebrand,byusingthestepssuggested.

4 actionbybrandmanagers:brandstrategy,brand-buildingstrategy,tobuildabrand,ne-tuneabrand,tailorthebrand,positionthebrand,brandposition,marketabrandconsumersortheirreactions:scrutinizeabrand,infuencedbybrands,supportandrecommendbrands,brandendorsers,brandownershipgreetnewbrands,brandendorsers,recommendbrands,brandsthemselves:youth-orientedbrands,topbrands,emotionallydriven

brands,strongbrand,emotionallypotentbrand,successulbrand5

Studentsownanswers

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


8 Douseimageguidelinesandtemplatestoensureaconsistentcompanyimageinallcommunication.4DontwasteyourbudgetbyairingmessagesonradioorTVoranunder-perormingproduct.1Doseparatelong-termschemesromshort-termmeasures;developandimplementawellthought-outmarketingplan.6Dontomittoinorm,remind,andinspirecustomers,andgivethemreasonsandincentivestocometoyourbusiness.5

DomaximizeROIbyhighlightingasinglemajorconsumerbenetinyourpromotionaltext.2Doremembertocontinuetosatisyanddelightyourcurrentclientele;cross-sellingorup-sellingtoyourloyalcustomersismuchlesscostlythanattractingnewbusiness.8Dobesuretoleadwithyourstrengths:dontmakepeoplewaitorthepay-o.3Dontimaginethatonlinebusinessisyoursorthetaking:youalsoneedtoinvestintraditionalmediatodevelopasuccessulwebstore.7

9 1 throwing,jumping2 running,getting3 redesigning4 providing5 up-ront,copy6 captive,converting

10

Studentsownanswers

5.4 Management skills Active listening


2 1 open2 supplementary3 closed4 multiple5 leading6 Trick

3 1 supplementary2 trick3 open

4 leading5 closed6 multiple

4 and 5

Studentsownanswers

6 1 Hisfatistoonoisyandtoosmall,parkingisdicult.2 Heisondothestreetwherehelives,andheseemsnervousabout

borrowingmoney.3 SheusesappropriateresponsestowhatMr.Garciasays:sheparaphrases,

refects,empathizes,claries,echoes,encourages,summarizesandocuses.

7 1 understandcorrectly,basically2 Myguessis3 tooclear,haveinmind4 Toosoon?

5 Uh-huh?6 weveestablished7 whatIwouldsuggest


12/23

Answer key

8 1=72=23=64=35=1

9 and 10

Studentsownanswers

5.5 Writing Advertising copy


2 Corsadynamicchassis,choiceoenginesandnewMP3connector.BeetleCabriolet-athoroughlymoderninterpretationoourclassicdesign.

3 1 c 2 3 d 4 b 5 e 6 a 7 i 8 l 9 k 10 h 11 g 12 j


5 1 Wellsendothepackagetoyouinlessthan48hours.

2 WellrevealthestrategiesthatwillhelpyougenerateaUSD2mprot.3 Pressacentralswitch,andallthewindowsopenatthesametime.4 Justclickonthelinkbelowormoreinormation!5 Payjust24.99amonthorcompleteaccesstoallouronlineservices.6 Thedoorchimeunctionletsyouknowianyonehascomeinorgone

out.


5.6 Case study Presnya Taxi

1 and 2

Studentsownanswers

3 1 Volodyaisworriedbecausetheaccountsarenottoogoodandturnover

isallingsteadily.2 Competitionromreelancers,minivans,otherormsotransportand

tracjams.

3 Toconsiderherideasorrethinkingthecompanysmarketingstrategy.

4 and 5

Studentsownanswers

6

Strategyoptions

makecurrent,We do betterstrategymorevisiblehow?goupmarket,e.g.limos,business-onlyorladies-onlycars?godownmarket:cutcosts,salaries,serviceandprices,developadvertisingrevenuethinklaterally,e.g.taximotorbikes,equippedwithcomortablepassengerseat,protectiveclothingandhelmet,radiotelephone,etc.radicalsolutiontotrac,comortandimageproblems?

Brandingdecisions

changename,logo,etc.tosomethingmoreinlinewithtargetcustomerprole?makeclearer,moretargetedpromisetocustomerswhat?developnewimageandcompanyvalues tomatchnew

strategywhat?Partneringdecisions

canwendapartnerbusinesstoshareresourcesandcosts?e.g.hotel/restaurantchain,airline,railway,B2B,ootballclub,other?canweusetheInternettoenhancecustomerservice/experience,perhapswithpartners?

Promotionoptions

advertisingwhere,when,what?organizeeventswhat?shouldwehaveawebsite?couldweusedirectmail?whataboutsponsoringabasketballteam?

7 and 8

Studentsownanswers

6 Risk Management6.1 About business Crisis management

1 1 c 2 c 3 b 4 b

2 DezenhallrejectsthedogmaotraditionalPRrules;heeelsthatattackis

thebestormodeence.

3 1 IntheWhiteHouseunderRonaldReagan.Hisapproachtocrisis

managementispoliticalratherthancommercial.2 Alwaysapologize,alwaysshowconcern,alwaysinstantlyrecallyour

product.3 Peoplethinkthatasincereapologywillbeacceptedandthewrongdoing

willbeorgiven,butDezenhalleelsthatapologiesareusuallyineective.4 Herecommendsghtingtheaccusations,becausehebelieveswhoever

attacks,wins;whoeverdeends,loses.5 Hegaveitasanexampleohowbydeendinghimselagainstaalse

accusation,Stevewouldstillbegeneratingnegativepublicity.6 Avillain,avictimandavindicator.Inacrisis,iyoucannda

vindicatorandbeseenasavictimratherthanaperpetrator,youareorgivenarmoreeasily.

4 1 Traditionalruleshandeddownromgenerationtogenerationwithout

questioningMother Gooseisatraditionalbookostoriesthateverychildlearnsathis/hermothersknee.

2 Hewasburnt,hehadnochanceorecoveringromthemistake.3 AlSharptonandJesseJacksonareblackreligiousleadersandhuman

rightsactivists.4 Tostonewallmeanstoreusetogiveinormation,i.e.toobstructprogress

likeastonewall.5 Toputlipstickonapigmeanstotrytomakesomethingunpleasantlook

moreattractivebyarticialmeans.

5 1 Thecellphonemanuacturersstockdroppedby20%,Mercklost

roughly$750millionintheourthquartero2005aloneandwasexpectedtohavetopaybetween$4billionand$18billionindamages,Perrierlostitspositionasmarketleader,andAudihadveryewsalesintheUSmarketortenyears.Dezenhallreerstothemasexamplesohowcrisismanagementcanbecrucialtoacompanyssurvival(andbyimplication,howeasilyhisPRcompanyseesarejustied!).

2 strong leaders survivorsareabletotakedicultdecisions

eel-good gurus survivorsdonotblindlyollowconventionalwisdomonreputationmanagementclimate shits survivorsarefexibleenoughtoadaptwhennecessaryguaranteessurvivorsknowtherearenoguarantees,evenwhenmajorinvestmentsaremadepain thresholds survivorsacceptshort-termlossesinreturnorlong-termgainsbaby steps survivorsdonottrytosolveeverythingatthesametimesel-knowledgesurvivorsarerealisticandobjectivethe little guysurvivorsbelievethattheordinarycitizendoesnotautomaticallyhavemorerightsthanthecorporationluck survivorssometimesgetluckybreaks

3 Inthepast,crisismanagementwasjudgedbynancialandethicalstandards;nowacompanyshandlingoacrisisisjudgedbyitsstockprice,itsadvertisingcampaigns,itssuccessorailureincourtanditsimageonTV.

4 Thepoliticalmodelocrisismanagementassumesthatacrisisismotivatedbyanopponentandmustberesolvedbyghting,ratherthanbeingtheresultoaccidentormisortuneandresolvablethroughgoodcommunications.

5 Dezenhallseemstoberathercynicalaboutthemedia:hereerstothehostile scrutinyusedtofll the media vacuumontwenty-our-hour-a-day cable news,andsuggeststhatradioandTVencourageexpertstocriticizecrisismanagementonthegroundsthatsuccessullyresolvingcrisesdoesnt make or very good TV.


6.2 Grammar Perspective and stance

1 explicit:nancial,business,global,banking,human,managerialimplicit:(suggestedanswers)economic, ethical

2 1 insimpleterms2 Iyouputthisinsimplehumanterms

3 Fromahumanpointoview4 Financiallyspeaking5 inglobalterms6 Fromthepointoviewothebankingindustry


13/23

Answer key

3 TextA:condent,pessimistic,initiallymoreobjective,latermoresubjective/critical/subjectiveTextB:airlycondent,quitecritical,subjectiveTextC:quietlycondent(despitetentativelanguage),partlyoptimistic,partlypessimistic,objective/scepticalTextD:objective,apologetic,condent


5 1 Withoutdoubtyourriskmanagementplanisabsolutelyulloholes.2 Onbalancethestrategyhasbeenreasonablysuccessul.3 Itlooksincreasinglylikelythatpricesmayrise.4 Imustsaythatyoureallyshouldhavepaidmoreattentiontotherisks

involved.5 Therearestrongreasonstobelievethattheproductisrmlytakinghold.6 Thereislittlelikelihoodothesamethinghappeningtwice.7 Wemayhavemademistakes,butwehavelearnedsomeuseullessons.8 Insomecasessaleshavemaintainedasatisactorylevel.

6.3 Vocabulary Risk management and digital risk


2

1 Studentsownanswers2 hazard,nancial,operationalandstrategic3 makesrisksmoreprominentandrealtomanagers;expandsacompanys

denitionorisk;improvesperceptionogoodriskthatcanhelpacompanygrow,andbadriskthatwillonlyleadtoloss

3 hazard:re,thet,food,propertydamage,smashingacompanycarstrategic:competitivepressures,customershortall,misalignedproductsoperational:supplychainproblems,costoverrunsnancial:interestrateandoreignexchangefuctuations

4 1 ace2 dealwith3 examine4 manage5 mitigate6 identiy

7 quantiy8 prioritize

5 1 a 2 c 3 b 4 a 5 c 6 b 7 a 8 c 9 b 10 a 11 c 12 b

6 1 dealing 2 detrimental/material 3 account 4 reduce/mitigate 5 steps 6 perormance/viability 7 cited 8 continuity 9 managing10 bases11 impact

12 ace7

Studentsownanswers

8 1 passingotheunauthorizedcommercialuseoacompanysbrand,

name,logo,etc. cybersquattingregisteringadomainnameeaturinganothercompanys

brandname hacking-malicioussecurityincidentsorbreaches protestissuesmanipulatingInternetuserstoprotest,boycottorattack

acompanyproductorsite2 byusingsotwareandspecialistanalysistolocate,reportandacton

abuse

9 1 abuse2 perpetrators3 reversal4 monitor5 issue6 desist7 litigate8 pursue

10 1trading2scan3malicious


6.4 Management skills Communicating in a crisis


2 1 Do 2 dont 3 Do 4 Do 5 dont 6 dont 7 Do 8 Do

Tip1appliestoresponse1Tips3,4,6,7and8couldapplytoresponse3Tip5appliestoresponse6

3 a) theneedtokeeppayingorriskmanagementTip:8b) makingsurecompetitorsdonotwinTip:3c) oldmachinerythreatensproductivity.Tip:7d) industrialaction/strikeTip:2/6e) naturaldisaster(hurricane)Tip:1X) allegedlyharmuleectsodrugTip:5g) suspectedcorruptionorinsidertradingTip:4h) poorsales.Tip:6X

4 1 islike2 legitimate,issue3 tothepoint4 ocus,positives5 important,remember6 orget,asyet7 briefysumup8 quietlycondent


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

7 9

Studentsownanswers

6.5 Writing Press statements

1 a) pressreleaseb) pressstatement

2 a) Releaseostatisticsonootballdisorderincidentsb) Lindanebeingoundinchocolate

3 1 Tremendousprogress 2 preventing(violent)disorder 3 posingarisk 4 wholeheartedlyagree 5 secureenvironment 6 targeting(anti-social)behaviours 7 openlyadmit 8 utterlyconvinced 9 minutetraces10 ullyinormed

4 address,city,thecontext,backgroundinoonthesituation,quotations,date

5 1 a 2 a 3 b 4 b 5 a

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


6.6 Case study Prigord Gourmet


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



14/23

Answer key

4 1 WashingtonPoliceDepartment2 TwoFrenchcitizenshavebeentakentohospitalwithsuspectedood

poisoning3 Areyouawareoanyothersimilarcases?Howdicultwoulditbeor

someonetogetaccesstoyourproduct?4 Strychninepoisoning


6 1 ThetwopeopleinWashingtonaremakingagoodrecoverythe

strychninedosewastoolowtobeatal.2 TherearethreemorecasesinHongKong.Theanimalrightspeoplehave

hackedintothewebsiteandletamessageaboutthepoisoningsbuttheyclaimtheydidntdoit.

3 Callapressconerenceorthenextaternoon;makeashortstatement,andthentakequestions.

7 and 8

Studentsownanswers

7 Investment7.1 About business Investing responsibly


2 1 True2 False.Changeliketounlike.3 False.Examplerewrite:Thephilosophywasormulatedbyunddonor

CharlieMichaelsandHaasproessorKellieMcElhaney.4 True5 False.Examplerewrite:Themainaimisorstudentstolearnhowto

undandworkwiththedevelopmentosmallenterprises.

3 b


5 Extractsexpressinganevaluation/opinion:

It is defnitely a new concept or business-school students to be doing thisThis is obviously a real-lie example o putting your money where yourmouth isWordsindicatingevaluation: defnitely, obviouslyFurtherexamplesoopinionandevaluation:its not huge money, but even giving a loan o $25,000 to such a smallinstitution can make a big dierence.Raymond Fisman, a aculty adviser to the group, applauds the approach. Note:thisisreportedevaluation.Business students have become more socially oriented, and they realizethat it is not just about making money, Its about having an impact in a positive way in the rest o the world.

6 socialreturns,sociallyresponsiblebusinesspractices,sociallyresponsibleinvesting,socialandenvironmentalissues,theHaasSociallyResponsibleInvestmentFund,mostsociallyresponsibleinvestmentunds,sociallyresponsibleactivities,sociallyresponsibleinvestmenttechniques,theirsocial,environmental,andnancialperormance,socialinvesting,socialentrepreneurship,sociallyresponsibleinvestmentundsatuniversities,sociallyoriented

7 gainingsteam=achievingmomentum(likeasteamtrain)afurryonewelectives=asuddenorshortrushostudentsoptingtotakeanacademiccoursestudentsareclamouringtoapplytheirknowledgeinthiseld=studentsare

veryeager(demanding)toputtheirknowledgeintoactionputtingyourmoneywhereyourmouthis=practisingwhatyoupreach;doingwhatyousayyouwilldothebothlamentedthewaysociallyresponsibleundsarerun=theyexpressedsorroworregretaboutthewaysociallyresponsibleundsaremanagedputourstakeintheground=toclaimorsecuresomethingasonesown(romtheactivityostakingoutaplotoland)makeadentinglobalpoverty=reduceglobalpoverty


7.2 Grammar Inversion and emphasis

1 1 Should2 were3 Should4 Had5 Were6 had

2 1 WhatI(do)wanttoocusontodayistheimportanceoevaluatingrisk. 2 Short-termismis(thereason)whymanyinvestorsail. 3 Scarcelyhadshemadeherinvestmentwhentheglobalmarkets

crashed. 4 Hewassuchacharismaticpersonthatheinspiredabsoluteloyaltyin

histeam. 5 Mayyouhavethebestoluckwhenyoureoutthereyoullneedit! 6 Onlybyocusingcloselyonriskwasheabletoavoidhugelosses. 7 Werethemarketsreallyto/toreallytakeo,wellbesettomakemajor

gains. 8 Notonlydidyouailtomakeanygains,butyoualsolostnearlyallour

money. 9 WhyI(do)disagreewithyouisthatyouignoreundamentals.10 Onnoaccountmustwegiveintotheirdemands.

3 1 Wordsarenotwhatweneed,itsaction.

Actionratherthanwordsiswhatweneed. Whatweneedisactionratherthanwords.2 ThereasonwhyImheretodayistodiscussmypromotionprospects. WhatIwanttodiscussheretodayismypromotionprospects. MypromotionprospectsarethereasonwhyImheretoday.3 NomarketismoreimportantorrawcommoditiesthanChina. WithoutdoubtthemostimportantmarketorrawcommoditiesisChina. Chinaisundoubtedlythemostimportantmarketorrawcommodities.4 Whatimpressesmemorethananyotherqualityisyourattentionto

detail. Thequalitythatmostimpressesmeisyourattentiontodetail. Iammoreimpressedbyyourattentiontodetailthananyotherquality.5 AllIwantyoutodorstisonlylisten. TheonlythingIwantyoutodorstoallislisten. Justlistenthatsall/whatIwantyoutodorst.6 Whatyoushouldneverdoisborrowtoinvestinequities. Undernocircumstancesshouldyouborrowtoinvestinequities. Onethingtoavoidatallcostsisborrowingtoinvestinequities.

4 1 absolutely2 indeed3 utter4 such5 whatsoever6 Regrettably7 do8 rather


6 WhatIparticularlywanttotalkabouttodayis...Thereasonorwantingtoocusonthisismainlybecause...Whatweveoundovertheyearsisthat...Werethebusinessschoolstoocuson...Idowanttoemphasizeatthispointthat...

Shouldyouhaveaccesstoahugeamountomoney...Undernocircumstancesshouldyou...Whatyouneedaboveall...is...Nosoonerdoyou...than...Whatyouredoingis...Notonlydoyouneedprogrammersandlawyers,butalso...Onlythendoyouhave...Whatinvestorswanttoseeis...

7 9

Studentsownanswers


15/23

Answer key

7.3 Vocabulary Investment choices


2 1 value 2 equities 3 companies

4 recession 5 recoupmylosses 6 portolio 7 buy-to-let 8 risk-averse 9 diversiy10 exposed11 entails12 bricksandmortar

3 haveyourheadscrewedon:be sensible, practical and awareputallyoureggsinonebasket:rely on just one thing or successgopear-shaped:go wrongtheothersideothecoin:the opposite angle or viewpoint

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

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

6 9

Studentsownanswers

7.4 Management skills Decision making


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

3 A4B5

4 1 1Denethecriteria2Identiytheoptions3Weightthecriteria4Make

thedecision2 ClairepreersNice,BernardpreersLyon.3 Yes.(Its pretty black and whiteandIt seems an open and shut case.)

5 1 Whatconditionswouldweneedtosatisytondtheidealsolution?2 Weneedtodrawadistinctionbetweenessentialrequirementsand

desirablecharacteristics.(or)Weneedtodrawadistinctionbetweendesirablecharacteristicsandessentialrequirements.

3 Canwequantiythatmorespecically? 4 Letsconsiderallouroptions;canwedrawupalist? 5 Doesthatcovereverything,orarethereotheravenuesweshould

explore? 6 Wherewouldyouputcostonascaleoonetove? 7 Costisntnearlyascriticalasworkorce;Idonlygiveitathree. 8 ItwouldseemthatwecanruleoutNice. 9 DowegoorLille?10 Lilleitisthen.

6 1 running2 break3 reason4 equation5 end6 numbers7 white8 case

Pairswithsimilarmeanings:1and4,2and5,3and6,7and8

7 and 8

Studentsownanswers

7.5 Writing Financial reporting

1 1 a)combatb)healthc)waterd)sportse)weather2 Studentsownanswers

3 Studentsownanswers4 Possibleanswersinclude,Sport,

Water,tojumpshipWeathertosurvivetheturmoilCombat,totriggersomethingHealthtobeingoodshape,tostuntgrowth,tohavemuscle,anearlyrecovery

2 1 TextA:construction,TextB:tourism2 TextA:boomingindustryintheMiddleEastandCarillionnegotiatesits

owncontracts,TextB:notgiven,buttherecentacquisitionointrip20.nzmayhaveaectedit.

3 TextA:integrationoMcAlpine,TextB:demonstratingsolidprogress

3

news/contextperormanceoutlookrecommendation

4 1 take2 generating3 tuckingaway4 reach5 orecast6 trading

5

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

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

1 intherightplacepositive/cautious2 starttodealwithanunpleasantordicultsituationpositive3 usedinhorseracing:wherethewinnersgoatertheracepositive4 returnpositive/cautious5 staywhereyouarepositive/cautious6 ithingscangetworsenegative


7.6 Case study Lesage Automobile


2 1 Becauseheaimedtoproducealow-costvehicletargetedatdeveloping

countries,butWesternbuyersclamoredorthecar.2 Itisaroomyve-seaterwithapassenger-sideairbagandathree-year

warrantywhichstillsellsorabouthalthepriceoitscompetitors.ItmeetsademandorutilitariancarsinthecontextoEuropesdiscountmania.

3 Bystrippingthecarocostlydesignelementsandsuperfuoustechnology,avoidingelectronics,usinganadaptedplatormwhichischeaptobuildandeasytomaintainandrepair,slashingthenumberocomponentsbymorethan50%,assemblingalmostentirelywithoutrobots,andtakingadvantageolowlabourcostsinRomania.

4 Studentsownanswers:perhapsbyollowingsuitlikeVolkswagen,orcuttingcostsevenurtherlikeTata,ormaybejustbystrengtheningtheirpositionsintheirtraditionalmarkets.

3 1 AmeliaisamemberotheLesageamily,andpresumablythePresident

orCEO.2 Mikhailisinavouronotgoingdown-market,oritheydo,stripping

downanexistingmodel.Hissuggestionorebadgingisironic.Jacksitsontheenceandgivesverylittleindicationohispreerences.

3 TheyaredrinkingaordablecoeeaspartoAmeliasno-rills

campaign.4

1 reusetogodownmarketinvestinquality,style,service2 produceano-rillsmodelinFrance3 buildownmodelinEasternEurope4 strip/takecheapestexistingmodeldowntoessentials/andstripit

downtoessentials5 jointventurewithRussiansusingold-generationtechnology6 importandrebadgecheapcarsromIndia7 targettraditionalmarketsinWesternEurope8 targetdevelopingmarketsinEasternEurope/China/Arica

5 a) politicalimplicationsincludingincentivesb) corporateimagec) attractivenessorlow-endcustomerd) ater-sales,e) unionsreactionandmorale

) nanceliquidity,debt,equity?6

Studentsownanswers


16/23

Answer key

4 1 around 2 back 3 over 4 up 5 in 6 out 7 away

8 on 9 o10 down11 through12 into

5 1 kickaround=discuss 2 clawback=recover 3 glossover=ignore 4 weighup=assess 5 takein=absorb 6 bailout=rescue 7 do(ne)away(with)=remove 8 ocuson=concentrate(on) 9 tailo=dwindle10 naildown=nalize11 getthrough=survive12 buyinto=accept

6 1 commence 2 erode 3 continue 4 enter 5 diversiy 6 produce 7 protecting 8 initiate 9 dilute10 surrender

7 1 commencekicko 2 erodeeatinto 3 continuecrackonwith 4 enterbreakinto 5 diversiybranchout

6 producecomeupwith 7 protectshoreup 8 initiatestartup 9 dilutewaterdown10 surrenderbowto

8 ocuson(concentrateon)conjureup(produce)goin(x2,enter)getin(enter,arrive)buildup(increase)calmdown(relax)standby(remainwith)

8.3 Vocabulary Forming new words

1 1 Thearticleaimstogivealight-heartedoverviewohownewwordscan

becreated,withcontemporaryexamplesromabusinessandcommercecontext.2 acronyms,e.g.BRIC;attachingaletter,suchaseorelectronic,to

existingwords,e.g.e-commerce;combiningoldwordsandaxestocreatenewwords,e.g.oshoring;blends,e.g.globaphobic;raidwordsromothercontexts,e.g.guru;shortenedwords,e.g.max (rommaximum);changethepartospeech,suchasphrasalverbtonoun,e.g.stopover;rhymes,e.g.clicks and mortar;combinetwowordsinanovelcombination,e.g.swarm businesses;metaphors,e.g.glass ceiling

2 acronyms:B2B,NAFTA,ASEANattachingaletter:e-signaturecombiningoldwordsandaxestocreatenewwords:presenteeism,downsizeblends:Coca-colonization,inonomics,blog,agfationraidwordsromothercontexts:(marketing)crusadeshortenedwords:dotcomchangethepartospeech:dollarize,Google(d),bookmark(ed)

rhymes:aldesko,getrichclick,brandalismcombinetwowordsinanovelcombination:angelinvestor,marketingcrusademetaphors:cappuccino/goldilocks/tiger(economy),angel(investor)

8 Free trade8.1 About business Free trade and multinationals

1 1 market2 goods3 restrictions4 taxes5 non-tari6 quotas7 liberalization

2 1 thecollapseotheDohatalks.2 the1993UruguaytalkswerestoppedromailingonlybecauseAPEC

[promptedbytheUSA]proposedcloserintraregional[asopposedtointer-regional]links,whichgotEuropebacktothenegotiatingtable.

3 thatthereasonorEuropescontinuationinthetalkswasbecauseEuropewasaraidthattheUSAwouldunplugitselrommultilateralism,i.e.turntounilateralism.

4 APECandMercosur.5 lackoleadershipanddrive.

3 1

4

1 theDohatraderound:when gardens are neglected(ametaphorortheDohatalks),withering (continuationothemetaphor,withnegativeconnotation),predictably(thisadverbindicateshowthewriterviewstheconsequencesothetalksbreakdown,i.e.theweedsounworkablegrandplans),more political puery than economic substance(againcritical)

2 theEuropeanUnionandNAFTA:Regionalisms only big successes arethe EU and the North American Free Trade Agreement(aclearlystatedargumentinavourothesetwogroupings)

3 JapansbigideaandFredBernsteinsidea,theseschemesareno magicbullets(ametaphororaquick,eectivesolution),inotherwords

Japansbigideaisnotaneectivesolution.

5 Paragraph6containsalotoevaluation,allowhichcontributestothewritersscepticalstancetowardstheconceptoregionalgroupings: alsodefes abundant evidence to the contrary; remain dreams; are moribund;South Americas Mercosur is in trouble, as are its talks ; Disputes have dogged ; South Asias plans or a customs union look like a joke;

Regionalisms only big successes are the EU and the North American FreeTrade Agreement and the ormer is too sui generis to be replicable.Thislanguageincludesevaluativewords(e.g.moribund)andargumentswhichareessentiallythewritersopinion.


8.2 Grammar Phrasal and prepositional verbs

1 1 go 2 took 3 turn/look 4 put 5 brought 6 get 7 came 8 cut

9 ran10 look

2 1 return 2 becamepopular 3 directyourattentionto 4 propose,oer,suggest 5 caused 6 communicate 7 initiate,thinko 8 reduce 9 encounter,meet10 search,seekinvestigate

3 1 behind 2 rom 3 or

4 against 5 above 6 under 7 above 8 past 9 without10 about


17/23

Answer key

B2B=businesstobusiness;NAFTA=NorthAmericaFreeTradeAssociation;ASEAN=AssociationoSouthEastAsianNationse-signature=electronicsignaturepresenteeism=beingpresentatworkbuteectivelyabsentduetolonghoursandlowproductivity;Coca-colonization=cocacola+colonization;inonomics=inormation+economics;blog=web+log;agfation=agriculture+infation;downsize=througheconomicnecessityreducetheworkorceandassetsoacompanycrusade=anaggressive(marketing)campaigndotcom=companywhichdoesitsmainbusinessoverthewebdollarize=togetridoacountryslocalcurrencyandgoorthedollar;Google(d)=togoogle/searchorsomething;bookmark=to(electronically)addabookmarkaldesko=eatingatyourdesk(rhyme:al resco),getrichclick=getrichbymeansotheInternet(rhyme:get rich quick);brandalism=deacingpublicbuildingswithcorporateslogansandadvertising(rhyme: vandalism)angelinvestor=ahelpulindividualwhoinvestsinastart-upcompanycappuccinoeconomy=aneconomylikethecoeerothyontop,fatunderneath;goldilockseconomy=nottoohot,nottoocold,justright;tiger(economy)=aast-growingeconomywhichisdynamiclikeatiger

3 1 Oxbridge=OxordandCambridge(universities)2 wikinomics=wiki+economics3 fexicurity=fexibility+security,asintheDanishjobsmarket4 genericide=generic+-icide,i.e.killingbrandsbybecomingthewordor

allproductsinthatcategory,e.g.aspirin,iPod

5 stagfation=stagnant(growth)/stagnation+infation6 philanthopreneur=philanthropist+entrepreneur

4 1 venturecatalyst2 corporateanorexia3 virtuouscycle4 utureproo.5 spinjournalism6 careercoach

5 1 womenomics2 cleantech3 liestreaming4 upcycling5 rightsizing6 metrosexual(hasalsoledtoretrosexual,technosexual,heterofexible)7 CXOs8 Wal-Marteect

8.4 Management skills Leading the team


2 1 a)specialistb)resourceinvestigatorc)coordinatord)shapere)monitor-

evaluator)teamworkerg)implementerh)completer-nisheri)plant2and3studentsownanswers4 suggestedanswers:byrecruitinganddelegatingwhennecessary,

deningresponsibilities,empoweringteammembersinparticularareas,motivating,encouragingandcoachingteammemberstotakeonnewroles,takingonmissingrolesthemselves

3 coachingacompleter-nisher:3takingonaspecialist:6empoweringaresourceinvestigator:1

givingconstructivecriticismtoaplant:5delegatingtoashaper:2motivatingamonitor-evaluator:4

4 1 goahead,ollowupon2 keepmeintheloop3 alongthesamelines4 takeownershipo5 hugestrides,keepupthegoodwork6 keepingontopo7 lethimgetonwithit8 helpusout

5 1,5participating/supporting2,8delegating/observing3,4,7selling/coaching6 telling/directing


8.5 Writing Formal invitations


2 1 TalkonThePriceoTrade2 Dinneranddancecelebratingotheopeningoacomputerlaboratoryat

AmirCollege

3 Retirementunction3

1 e 2 d 3 a 4 5 b 6 c

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

5 Namingyoursel;MsAnnieFoulkes,DickensandAssociatesInviting;Joinustocelebrate,MackCorporationcordiallyinviteyouto,Sharewithusthecelebrationo,wouldlikeyoutocometo.Statingpurpose;agettogether,Tims50 thbirthday,aneveningoashionandood.Time;onSaturdayevening,rom22.0023.00,around7pm.Dress;Blacktieoptional,Businessattire,Smartcasualne,Eveningwear.Replying;Pleaseletusknowiyoucancome,Contact:FPatterson,RepliestoGabrielladiMarco.

6 1 JohnandMariaShawrequestthepleasureothecompanyoAnna

MariaMartinezattheirparty.2 Pleasejoinusatareceptiontocelebratethelaunchothenew3 Cocktails(etc.)willbeserved.4 Regretsonly.5 PlazaHotelBallRoom.Admissionbyticketonly.

7 1 False:inwriting,inblackink2 False:handwritteninblackink3 True4 True5 False:itisntnecessary6 False:onlythedate7 False:thepersonshouldbenamed;inot,alwaysaskthehost;you

shouldonlytakeapartnertoaweddingiyouareengagedtothatperson8 False:youcanreplybyemail

8 1 GerrardStein,HeadoFaculty,andguestwouldbedelightedtoattendtheFestivalCelebratoryLunchattheGrandHotel,onSunday12Augustat12.45pm.

2 MrFernandoCabreraregretsheisunabletoacceptthekindinvitationoDrandMrsAlbertCaseyorSaturday18thDecember.

3 GerhardPohlthankstheDeanandhiswieverymuchortheirkindinvitationtotheSenatedinneronDecember9thatGraduationHall,NewStreet,andhasmuchpleasureinaccepting.

9 and 10

Studentsownanswers

8.6 Case study The cartel


2

1 TheholopioneersareHoloplayPLCandThreeD-VisionInc.Theyarethetwoprotagonistsintheormatwarorthelucrativenewhologramvideomarket.

2 Therecanbeonlyonereerstopreviousormatwarsbetweenaudioandvideotechnologieswhereasingletechnologyalwaysbecomesthedominantstandard,makingitscompetitorsobsolete.ThereisalsoaculturalreerencetotheHighlanderlmandTVseries.

3 Initiallysupplywaslimited,sopriceswerehighanddemandwaslow.Demandisnowgrowinginspiteothecurrent$3000pricetag.Whengreaterproductioncapacitymeansthatsupplyexceedsdemand,analystsexpectthatpriceswillall.

4 TheduopolyisexpectedtocontinuebecauseHoloplayandThreeD-Visionholdwatertightpatentsortheirrespectivetechnologies,andbecauseotheuncertaintyoverwhichormatwillbecomethestandard.

5 Thearticlesuggeststhatoneothetwoplayerswillhavetoreduceitsmarginssignicantlyinordertoacquireadominantpositionintheglobalmarket,especiallyinAsia.

3

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


18/23

Answer key

4 1 Thisisopentodebate:themainpointisthestrategicchoicebetween

volumeandmargin.Bothcompanieswillprobablywanttoclaimasbigashareaspossibleothedevelopedmarkets(Europe,NorthAmerica,Oceania)beoretargetingmuchlargervolumesbutlowermarginsintherestotheworld.

2 Possiblestrategiesmightincludeagreeingtokeeppricesreasonableortheconsumer,agreeingtodevelopcross-ormatcompatibleapplications,

agreeingonapolicyotransparencyontechnicaldevelopmentsandspecications,collaboratingonR&DtoprovidemorechoiceandversatilityortheconsumerandagreeingtoputanequalpercentagesoprotintoR&D.



19/23

Answer key

Review 1(page 30 in the Students Book)

1 Personal development

1 1c2g3b4e5h6d7a8

2 1 haveclearlybeenconducting 2 is 3 preparedcareully 4 wasproperlythoughtthrough/wasthought

throughproperly 5 areotenasked 6 havenotthoughtabout 7 comeaway 8 actuallyis/was 9 Tokeep10 shouldbeheld

3 1e2c3a45d6b

4 1 analyse,analytically,analyses,analytical2 communicative,communications

3 innovatively,innovative,innovate5

analystanalyseinnovate

analysesinnovative

innovatorinnovative

innovatively

communicator

communicative analyticallyanalytical

communications

6 -able adaptable,dependable,knowledgeable-ible responsible,sensible-ive assertive,refective,responsive,

sensitive-ful careul,cheerul,helpul,powerul-ant observant-ent condent-worthy trustworthy-ic energetic,idealistic,sympathetic

7 1 rustrated2 reputation


2 Corporate image

1 1b2e3d4a5c6j78i9h10g

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

3 1 issureto2 islikelyto

3 ispoisedto4 mightpossibly5 probablywont6 isexpectedto

4 1 run2 pay3 expose4 sidestepping5 coin6 set7 oer

8 acing5

1 buildanewimage2 bouncingsomeideaso3 itsajungleoutthere4 thebottomline5 reluctanttodelegate6 hands-oapproach7 favourothemonth8 hitthegroundrunning


3 Supply chain

1 1 power2 supply3 Diculties4 backdrop5 suppliers6 reorm7 chains8 consumers

2 1 Itremainsunclearwhichparticularcountries

areaected.2 Thereportocusesparticularlyoncoee

retailerswhomeettherereshmentneedsooceworkersincitiesworldwide.

3 Ouraimistondaninexpensivepieceosotwarewhichoerspracticalsolutions.

4 Thereason(why)somanygreatteamleaders

aregatheredheretodayistocelebratethelieandachievementsoSantiagoGabrielli.5 Yourkeyjobresponsibilityinvolves

promotingandachievinghighstandardsopersonalandsocialwelare.

6 DrStephenJamesisasuccessulandoutstandingmanager(whowas)educatedatHarvard.

3 1 choose2 validate3 source4 consider5 decide

4 1b2a/e3d4a/e5c6g7h8j910i

5 1 Theimagewearetryingtoprojectisoneo

timelessquality.2 Inordertoappearmorecuttingedgewehave

recentlydiversiedourproductportolio.3 Thereasonwedecidedtooshoreour

productionacilitytotheFarEastwastocutcosts.

6 1c Returns2d Stales3a Unsaleables4 Stockouts5e Scan-basedtrading6b Cradle-to-grave


4 Managing conflict

1 1g2d3e4a5h6c7b8

2 1 Youneedtokeepabackupcopyincasetheoriginalgetsmislaid.

2 Whilesometasksaretoodicult,othersareweird./Sometasksaretoodicult,whileothersareweird.

3 UnlessyoumeetthedeadlineIwontbeabletoassessyourwork.

4 Reachorthemicandstartspeakingassoonasyoustepuponthepodium./Assoonasyoustepuponthepodiumreachorthemicandstartspeaking.

5 ImissedthedeadlinebecauseIdidntactuallyknowaboutit.

6 YoucantakeFridayoprovidedyoumakeupthetimenextweek.

7 AlthoughSimonehadfuandwasrundown,shemanagedtogiveanexcellentpresentation.

8 Hebehavesasiheownstheplace./Hethinksheownstheplace,andactsasihedoestoo.

3 1 position2 guilty3 appreciate4 hesitate5 compromise6 understand7 love8 preer

4 1 putupwith2 getawaywith3 standupor4 laying5 mull,over6 aceupto7 talk,through8 smooth,over

5 1d2a3b4c5g6i78h


5 Strategic marketing

1 1 Wheredoyouthinkbrandingcomesrom?2 Whosemarketingstrategyseemsless

attractivethanwhatyoucanoer?

3 Howdoesyourbrandstrategydierentiateyouromthecompetition?

4 Whichsocioeconomicordemographiccharacteristicsdeneagroup?/Whichcharacteristicsdeneasocioeconomicgroupordemographic?

5 Whatdoyoumeanwhenyousaystrategyispower?/Whenyousaystrategyispower,whatdoyoumean?

6 Whyisstrategicthinkingabetterchoicethanreghting?/Whyisreghtingabetterchoicethanstrategicthinking?

7 How,then,areyousupposedtocompete?/Howareyousupposedtocompete,then?

8 Whatcanyoudothatwouldensureyousucceed?


20/230

Answer key

2 1 across2 until3 without4 except5 onaccounto6 inaccordancewith7 inthelighto

8 Withregardto3

additional,supplementaryadvantage,edgeadapt,tailoranticipation,hopeconcerns,worriesconstitutes,ormscreate,deviseevoke,suggesthikes,increasestemporary,transient

4 1 abrand2 animpression3 prices4 appeal/problem

5 question6 text7 asolution

5 1c2e3b4d5a6j7g89i10h

6 1 clariying2 echoing3 paraphrasing4 ocusingonthenextstep5 refectingwhattheotherpersoneels6 summarizing7 notsayinganything


6 Risk management

1 1 relaunch2 recover3 ght4 occupy5 reer6 practise7 speculate8 commit

2 1 circulate2 charged3 accused4 accept5 deny

6 pose7 determined8 committed

3 1e2g3b4d5c67h8a

4 1 bombarded 2 abuse 3 vulnerable 4 tolerate 5 strategy 6 identiy 7 monitor 8 damage 9 impact10 resources

5 1 incorrect:tremendouslydoesnotcollocate2 correct3 correct4 incorrect:necessarilydoesnotcollocate5 correct6 incorrect:simplydoesnotcollocate7 incorrect:explicitlydoesnotcollocate

8 incorrect:orceullydoesnotcollocate


7 Investment

1 1 maximizing2 promoting3 limiting4 investing5 creating6 assisting

2 1 Shouldacounter-bidbelaunchedweare

goingtohavetoraiseouroer.2 WhatIwouldliketodointhenextsessionisdrawupalong-terminvestmentplan.

3 Hadwebeentoldthatourswastheonlybid,wecouldhaveoeredless.

4 Undernocircumstancesmaythesealedbidsbeopenedbeoretheclosingdate.

5 Wereweinastrongerpositionnanciallywemightbeabletoincreaseourbid.

6 ThecandidatewehaveappointedisMauriceDArby.

7 NosalesexecutivehasperormedbetterthanSandraNotham.

8 Theissuethatmostconcernsmeislackoproessionaldiscipline

3 1 premiumpricedproduct 2 risk-averse

3 putallyoureggsintoonebasket 4 bluechipcompanies 5 diversiedportolio 6 boostrevenues 7 marketvolatility 8 theherdinstinct 9 lackotransparency10 bricksandmortar

4 1 outotherunning/equation2 amakeorbreakactor3 itstandstoreason4 outotheequation/running5 thebeallandendall6 theguresspeakorthemselves7 itsprettyblackandwhite8 itsanopenandshutcase

5 1 carving2 stepping3 generate4 underpinned5 orecasting6 beaten7 trading8 boosted


8 Free trade

1 1 liberalization2 barriers3 round4 protectionism5 goods6 reorm7 progress8 agreement

2 1 tailo2 getthrough3 takein4 goin/weighup/comeupwith5 clawback6 kickaround

3 1 implementor2 investigator3 empowering

4 delegate5 coordinator6 coach

4 1d2a3e4b5c6h7i8j910g

5 1b2e3d45a6c


21/23

Answer key

Grammar and practiceanswers1 Personal development

(pages 118 and 119 in the Students Book)

1

1 tobuild 2 intend 3 be 4 vebeenlearning 5 velearnt 6 dontenvisage 7 totake 8 hassuggested 9 smartenup10 put11 m12 towatch

2 1 looked 2 haventrisen 3 had 4 aregetting/havebeengetting 5 drawnup

6 are 7 was 8 veasked 9 mwaiting10 Haveyouwritten11 need12 didntadvertise13 havebeenrunning14 relooking

3 1 LT 2 F 3 AN 4 AN/LT 5 RN 6 AN 7 LT 8 F

9 RN10 F

4 1 reached/reaches 2 ask/(weretoask) 3 repassingby/pass 4 sitdown 5 hadknown 6 hadlet/given[note:givensharesthesame

hadasletbotharepastperect] 7 hadlistened 8 were,dhavebeenhit 9 hadbeen10 hadntbeen

5 1 agreatdealoresearchhasbeendone2 persist

3 domanypeoplebelieve4 employeeswhohaveachievedaspecicdegreeosuccess

5 employeesmaywantsuchrewards6 Intrinsicmotivationplaysamajorrole7 isnotaectedbyexternalrewards8 canhelpthemselves

2 Corporate image


1 1 meet 2 areexpectedtoocusmainlyon 3 issettoaskor 4 islikelytoseek 5 leaves 6 cantackle 7 couldsignicantlyworsen 8 wouldbelost 9 move10 take11 shouldhave12 llsee

2 1 c2 a3 b4 b5 c6 a

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

4 1 must 2 wont 3 should 4 shouldnt 5 must 6 Shall 7 oughtnotto 8 may

9 shall10 could

5 1 Thereislittledoubtthattheplanwillail.2 Itiswidelybelievedthatthecauseso

infationarerisingcommodityprices,butitsnotthatsimple.

3 Iwouldarguethatweneedourcustomerstoloveusmore.

4 Youmight/maywant/wishtoconsidertalkingtohimaboutit.

5 Shemaywellhavegotthesumswrong.6 Theyllbe/theymustbeworkingonitnow.7 Itshighlyunlikelythathelleverconvincethe

CEOtochangeourlogo.8 Thereisnorealpossibilitythattheoutcome

willbepositive.

6 1 aThisismoreobjective,whiletheothertwo

choicesaresubjective,i.e.theopinionothespeaker.

2 bThisislesscertainthantheothertwochoices.

3 bThisissignicantlymorelikelythantheothertwochoices.

4 cThereisnocontrastinthischoice,unliketheothertwo.

5 aThisislesslikelythantheotherchoices.6 bChoicecparaphrasesa,whilethischoice

hasadierentmeaning.7 cThischoiceismuchstrongerthantheother

two,whicharemoretentative.

3 Supply chain


1 1 costs2 allocation3 business4 inormationresources5 allocationissues6 problem7 optimisationmodel8 costreduction

2 1 arivalproduct 2 supplychainsuccess 3 themostinnovativesolutionswhichare

implementedsuccessully 4 aninnovativeapproachcalledromthe

shelback, 5 anunavoidableriseinoperatingcosts

6 anever-increasingrangeosizeormats. 7 allthedierentsizevariationsoteaorricesoldatyourlocalstore.

8 thisprincipleosizevariationisappliedto 9 Thealternativeapproachadoptedbythe

massivecontainershippingindustryi10 oneothemostchallengingissuesacing

supplychainmanagers

3 1 thatweshouldadopt/whichisthemost

viable/Ivedecidedon2 thatwouldbebestorthejob/Ibelieve

wouldbeanoutstandingleader/whoIthinkisthestrongestcandidateorthepost

3 wheretrans

the business adv answer key

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