unit 8 staying competitive cankaya university - office of basic and elective courses- english unit

UNIT 8

STAYING COMPETITIVE

CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

LISTENING


compete(v):Word Formation : competition(n), competitor(n)Definition : if a company competes with another, it tries to get

people to buy its goods or services Synonyms : competition =rivalry / competitor=rivalAntonym :-Collocations : compete for/with/against

Ex: They are competing with foreign companies for a share of the market.

Ex: The Renault Clio competes against such cars as the Peugeot 206.

Ex:The price reduction is due to competition among suppliersEx: Last year, Apple sold twice as many computers as its

competitors.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

competitive(adj) :

Word Formation : competitiveness(n), competitively(adv)Definition : trying hard to be more successful than other

people or businessesSynonyms : -Antonym :Collocations : highly/more/less/most competitive

Ex: Advertising is a highly competitive business.Ex:The competitive market system also gives us a standard

to compare the real-world economy.Ex: New machinery has improved the company’s

productivity and competitiveness.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

The ability of a company to compete with others

rival(n) :Word Formation : rivalry(n)Definition : a person or organization that you compete

with in sports, business, etc.Synonyms : competitorAntonym :Collocations : rivalry between, intense rivalry, chief rival

Ex: She left her job and went to work for a rival company.Ex: McDonald’s is competing hard with its chief rival,

Burger King.Ex: There has always been intense rivalry between the UK

and the US.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

profession(n) :

Word Formation : professionalism(n)Definition : a job that needs a high level of education and

trainingSynonyms : -Antonym :-Collocations : legal/medical/teaching profession, enter/go

into/ join a profession

Ex: Doctors are members of medical profession.Ex: Some students enter the professions such as arts

administration.Ex: Keile was a real professional and had good relationships

with her colleagues. Her competence and professionalism will be missed.


The skill and high standards of behaviour expected of a professional person

strategy(n) :

Word Formation : strategic(adj)Definition : a planned series of actions for achieving sth.Synonyms :-Antonym :-Collocations : economic / business strategy

Ex: Everybody hopes that the government’s long-term economic strategy will work.

Ex: The company’s business strategy is compteting with its rivals and being the best in the sector.

Ex: We need to hava a strategic plan for education in the next century.


Done as a part of a plan , especialy in military,

business,etc.

recommend(v) :Word Formation : recommendation(n)Definition : to advice someone to do sth, esp because you have

special knowledge of a situation or subject

Synonyms :-Antonym :-Collocations : recommend that, recommend doing,

recommendation for

Ex: Doctors never recommend taking sleeping tablets regularly.

Ex: I recommend that you should get a professional help.Ex: The committee has made several recommendations for

improving standards at schools.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

Official advice given to someone

consult(v) :Word Formation : consultant(n)Definition : to ask for information or advice from someone

because it’s their job to knowSynonyms :Antonym :Collocations : consult sb about sth, consult with,

management/financial consultant

Ex: An increasing number of people are consulting their accountants about the tax laws.

Ex: I have to consult with my lawyerEx:Even management consultants have a role in

enviromental consulting.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

Someone whose job is to give advice on a particular subject

recruit(v) :Word Formation : recruitment(n)Definition : to find people to work in a company, do a job,

join an organization, etc.Synonyms :-Antonym :-Collocations : -

Ex: We are not recruiting at the moment. Ex:It’s getting more and more difficult to recruit

experienced staff.Ex: They’ve changed their recruitment policy, and they are

conducting job interview now.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

LISTENING1. What do you understand by the term “management

consultant” ? Discuss the following questions in pairs: 1.1. Why do you think companies might call in

management consultants to advise them ?

1.2. What experience and personal qualities do you think people might need to be successful consultants?


When they are in difficulty, possibly to advise on organizational planning, mergers and acquisitons.

They are often qualified accountants, they need excellent academic results and should be analytical ,objective , sensitive, and able to emphatsize.

LISTENING2. PART A: Note down the reasons Bill Watts gives for firms

calling in a consultant.

1.Their competitiveness has suffered, their market position is being challenged.

2. ........3.Advice on acquiring or merging with another company or

moving into a different market

How closely do they match the ones you gave in 1 ?


LISTENING3. Listen to PART B and find answers to the questions

1. quite intimidated2. In his late twenties.3. With suspicion- “like a man from Mars”4. Because he was trained in techniques that were often

unknown in Britain and because they were experts in management theories and gathering market intelligence.

5.Very closely, in order to gain their confidence in the outcome


LISTENING4. In PART C Bill discusses the company’s “up-or-out”

policy for its staff. What do you think it means?

Listen and check your answer.

If you are not asked to become a partner then you’re told to leave.


LISTENING4. In PART C Bill discusses the company’s “up-or-out”

policy for its staff.

Listen again and answer these questions.

1.What are the long-term prospects for consultants at McKinsey?

2.Why is management consultancy is a high-pressured job?3.What are some of its compensations?


LISTENING4. ANSWERS1.What are the long-term prospects for consultants at

McKinsey?

2.Why is management consultancy is a high-pressured job?

3.What are some of its compensations?


LISTENING6. Complete the sentences below by changing the word in

italics into an appropriate form, as in the example.1.Commitment 2.Competitiveness3.Rivalry4.Professionalism5.Strategic6.Recruitment7.Recommendations 8. Intelligence


READING


dominate(v) :Word Formation : dominance(n)Definition : to control someone of something or to have

more importance than other people or things Synonyms :Antonym :Collocations :

Ex: The industry is dominated by 5 multinational companies.

Ex: New Orleans dominated throughout the game.Ex: Turkish Airlines dominates the airlines industry in

Turkey.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

consider(v) :Word Formation :

Definition : to have a prticular opinion about sth or someone

Synonyms : think, perceiveAntonym :Collocations :

Ex: The local authority considered that the school didn’t meet requirements

Ex: An increase in interest rates is considered unlikely.Ex: She is considered to be one of the best pianists


rely(v) :Word Formation : reliance(n)Definition : to depend on sth else to live or existSynonyms : depend onAntonym :Collocations :

Ex: For its income, the company relies on a few new contracts.

Ex: An international company relies on agents to sell its products

Ex:CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

derive(v) :Word Formation :

Definition : to come or develop from sth elseSynonyms : come fromAntonym :Collocations :

Ex: People’s behaviours derive from basic beliefs.Ex:Ex:


inevitable(adj) :

Word Formation :-

Definition : impossible to avoid (=certain to happen)Synonyms :-Antonym :-Collocations :-

Ex: A further crisis seems inevitableEx: Facial wrinkles are the inevitable result of aging.Ex: It’s inevitable that he will find out her secret

sooner or later.


integrate(v) :Word Formation : integration(n)Definition : to combine or work together in a way that

makes sth more effectiveSynonyms : combineAntonym : -Collocations : integrate with

Ex: Transport planning should be integrated with energy policy.

Ex: Bus and subway services have been fully integrated.Ex: In an increasingly integrated global economy,

pronouncing a crisis is a risky game.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

conviction(n) :Word Formation :-

Definition : a very strong belief or opinionSynonyms : opinionAntonym :-Collocations :-

Ex: Americans held the conviction that anyone could become rich if they worked hard.

Ex: Some people have a deep convinciton that marriage is for life.

Ex: He has strong convictions about the economic trends.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

appointment(n) :

Word Formation : appointee(n)Definition : an arrangement for a meetingSynonyms :Antonym :Collocations :

Ex: I’d like to make an appointment to see the doctor.Ex: It’s difficult to get an appointment on Monday

morning.Ex: Dennis had an early-morning business

appointment with a clientCANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

bid(v) :Word Formation :

Definition : to offer to do work or provide services for a specific price, in competition with other offers

Synonyms : offerAntonym :Collocations :

Ex: Three firms bid for the contract on the new buildingEx: Baxley International announced that it bid $11m in

cash to acquire Los Angeles – based company.Ex:


merger(n) :Word Formation :

Definition : the joining of 2 or more companies to form a larger one

Synonyms : joiningAntonym :Collocations : merger with /between/of

Ex: It was declared that a merger between two of the largest sortware companies were formed.

Ex: There has been a lot of talk about a merger with a leading bank.


acquire(v) :

Word Formation : acquisition(n) Definition : to get or gain sthSynonyms :Antonym :Collocations :

Ex: The college acquired a reputation for very high standards.

Ex: In 1998 the business was acquired by a Dutch companyEx: Robinson spent $20 million to acquire the symphony

hall.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

lucrative(adj) :Word Formation :Definition : letting you earn a lot of moneySynonyms : profitableAntonym :Collocations : highly lucrative

Ex: He inherited aAn increase in consumer demand has made sports shoes retailing a lucrative business. lucrative business from his father.

Ex: An increase in consumer demand has made sports shoes retailing a lucrative business.

Ex: Transferred from Barcelona to Naples, Maradona signed a highly lucrative 3-year contract.


revenue(n) :

Word Formation :Definition : money that a busines earns over a period of

time (esp from selling goods & services)Synonyms : incomeAntonym :Collocations :

Ex: Nintendo’s estimated revenue totals $9 billion worldwide.

Ex: They expect to raise enough revenue to pay for their own activities.


stagnant(adj) :Word Formation :

Definition : not changing or making progress (continuing to be in a bad situation)

Synonyms :Antonym :Collocations : stagnant economy

Ex: A government is planning to revive the stagnant economy

Ex: Ticket sales have been stagnant.Ex: The lack of an efficient railway system was a major

factor to the stagnant economy.CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

leverage(adj) :

Word Formation :Definition : influence that you use to make people do what

you want Synonyms : influence, powerAntonym :Collocations :

Ex: Turkey has promised not to use its control of the rivers for political leverage.

Ex: As a result of the merger, the company has more leverage in the USA now.


stall(n) :

Word Formation :

Definition : Synonyms :Antonym :Collocations :

Ex:Ex:Ex:


READING1.

What are the biggest drinks manifecturers in Turkey?

How competitive is their promotion of their products?


READING2. Read the text about the rivalry between the world’s

two biggest beer companies and answer the questions.

1.Why can Anheuser-Busch claim to be the world’s most important brewer?

2.How did the Belgian beer company Interbrew grow to become the world’s biggest brewer?

3.Complete the table below comparing the two rivals.


READING2.ANSWERS1.Why can Anheuser-Busch claim to be the world’s most

important brewer?Because it makes Budweiser, which is the world’s

biggest-selling beer.1.How did the Belgian beer company Interbrew grow to

become the world’s biggest brewer?It merged with Brasil’s AmBev, Latin America’s largest

brewer.


READING

2.3. Complete the table below comparing the two rivals.

Anheuser-Busch InterbrewAnBev

Brands __________________ ________________

Strengths __________________ ________________

Weaknesses __________________ ________________

Geographical influence __________________ ________________

Budweiser , Tsingtao

Dominance of US market; products sell in 80 markets; Budweiser brand;strong

balance sheet; clear lines of management

World’s largest brewer by volume; has global influence;

fast growth

Stella Artois, Beck’s Brahma

Stuck in the US market, overseas ventures have been tentative, overreliance on

Budweiser brand

May be growing too fast; hasn’t integrated previous acquisitions

well

US, Mexico, ChinaBelgium, Brazil, the

Netherlands, Canada, the UK, GErmany

READING

3. Which firm is in the strongest position to contest domination of the world beer market?


READING4. Match words from the text in the beginnings of

sentences 1-5 with their endings a-e.

1. c2.b3.e4.a5.d


WORKBOOK


consultancy(n) :

Word Formation : consultant (n)

Definition : a company that gives advice on a particular subject

Ex: They increasingly make revenue from research and consultancy services for commercial firms.

Ex: In 1985 he had set up a consultancy firm which advised the government on economic growth


stress(n)

Word Formation : stressful(adj)expert(n)Word Formation : expertise(n)


breakdown(n) :

Definition : the failure of a system

Ex: A sudden rise in oil prices could lead to a breakdown of the economy.

Ex: There has been a serious breakdown in relations between the two countries.


breakthrough(n) :

Definition : an important discovery

Collocations : major breakthrough

Ex: Scientists have made a major breakthrough in the treatment of cancer

Ex: With further funding, the research team hope to achieve a breakthrough.

Ex: Their findings led to a major technological breakthrough


high flier(n) :

Definition : someone who is extremely succesful in his job or in school

Ex: The company was once a high-flier in the disk drive business

Ex: She was a high-flier in the class, so everyone used to ask for help before the exams.


backfire(v) :

Definition : if a plan or action backfires, it has the opposite effect to the one you intended

Ex: The company’s policy backfired when a number of employees threatened to quit.

Ex: His plan to get attention backfired, and instead of being promoted he lost his job.


go like clockwork :

Definition : to happen exactly the way you have planned

Ex: The concert went like clockworkEx:


unit 8 staying competitive cankaya university - office of basic and elective courses- english unit

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