reo » Give reasons SNAPSHOT MAJOR COMPANIES Nike The company got its name from © the ancient Greek goddess of victory Google Google comes from googol, which is the math term for the number 1 followed by 100 zeros. Facebook The name was taken from the term for a list with students’ names and photos found at American universities. Samsung In Korean, sam means “three” and sung means “star,” 20 the name means “three stars.” It represents the idea that the company should be everlasting, like stars in the sky. ‘Skype The original concept for the name was Sky-Peer-to-Peer, which if became Skyper, and then Skype. b Haagen-Dazs The name of the American ice cream brand was invented to sound Danish and traditional, but it has no meaning in any language. Pepsi The soft drink got its name i from the word dyspepsia, which means indigestion, because its inventor believed it helped treat an upset stomach. A a Which of these brands exist in your country? Are they successful? Do you know the origin of the names of other companies or brands? PAPersPec ES Business strategies © A Listen to the survey. What makes a business successful? Number the choices from 1 (most important) to 3 (least important). What makes a business successful? —* In order for an app to succeed, it has to be: Lleaey to use inexpensive To attract talented professionals, a company should offer: [J competitive salaries [7] flexible working schedules For a small company to be profitable, it should have: [Ja good marketing plan Ja great product To build a successful start-up, it's important to: "| have a great product [Jhave a clear business plan In order to finance a new business, it's a good idea to: (try 2 crowd-funding platform —[_] get a bank loan For people to work from home, they need to have: Dseitaisciptine Boeceen oe 3 GROUP WORK Compare your answers. Do you agree on the most important success factors? (Ja good career plan [J excellent professionals (| control costs [_) borrow money from family Ja daily scheduleHi PRONUNCIATION Reduced words © A Listen and practice. Notice how certain words are reduced in conversation. In order fr 4 hotel ta be successful, it needs te have friendly service Ang reasonable prices. Fér dn entrepreneur té be successful, they have t# invest in A good marketing campaign, B PAIR WORK Take turns reading the sentences in Exercise 2 aloud. Use your first choice to complete each sentence. Pay attention to reduced words, Z j GRAMMAR FOCUS ° Infinitive clauses To attract talented professionals, ‘ company should offer competitive salaries. (in order) to finance anew business, _ it's a good idea to get a bank loan. Infinitive clauses with for For a small company to be profitable, _ it should have a good marketing plan. (ln order) for an app to succeed, it has to be easy to use. EXITS ‘A Match each goal with a suggestion. Then practice the sentences with a partner. (More than one answer is possible.) Goals Suggestions 4. To run a popular convenience store, a. it has to offer friendly service. 2. In order to run a profitable clothing boutique, b. it’s a good idea to know the competition. 3. To establish a successful language school, 4, In order for a health club to succeed, ____& you need to choose the right location. d. you have to train your staff well. 5. For a restaurant to attract more customers, €. it’s important to understand your customers’ needs. B PAIR WORK Give another suggestion for each v4 goal in part A. - GROUP WORK What kind of business would you like to have? Talk to your classmates and {get suggestions on how to make your business successful | think I'd like to set up a coffee shop. B: Fora coffee shop to succeed, it's important to choose a good location. And in order to attract customers, you have to offer some tasty desserts, too. Keys to success5 | WORD POWER aualities for success A PAIR WORK What qualities are important for success? Rank them from 1 to 5. A personal t Apolitician | Anews website Li othetc Di ctever |B ottordabte LA passionate | 5] chaning Di atiroctve Llindustious | E] nowiedgeable |Z] entertaining LO muscutar Lleersustne | L] informatve Poet len 1 wet written B GROUP WORK Add one more adjective to each list. “For a personal trainer to be successful, he or she needs to be G ROLE PLAY The job is yours! Student A: | Students B and C: Interview two people for one of these jobs. What _ | You are applying for the same job. What are your qualities do they need for success? Decide who is__ best qualities? Convince the interviewer that you more qualified for the job. are more qualified for the job. sales associate at a trendy boutique public relations specialist tour guide A; To be a good sales associate, you need to be persuasive. Are you? B: Oh, yes. 'm very good at convincing people. And I'm industrious. Ct I've worked at other stores before, so I'm experienced. And I'm fashionable, too. 17 | CONVERSATION it's always packed. © A tisten and practice. What's your favorite club, Lori? The Firefly. They have fabulous music, and it’s never crowded, so it’s easy to get in. ‘That's funny. There's always a long wait outside my favorite club. | lke it because it’s always packed. Why do you think it’s so popular? Well, it just opened a few months ago, everything is brand-new and modem, and lots of trendy people go there. It's called the Dizzy Lizard. Lori: Oh, right! | hear the reason people go there is just to be seen. Kyle: Exactly! Do you want to go some night? Lori: | thought you'd never ask! B CLASS ACTIVITY What are some popular places in your city? Do you ever go to any of these places? Why or why not? MEDD Unit 12i GRAMMAR FOCUS ° ‘The Firefly is famous for its fantastic music. [ike the Dizzy Lizard because it’s always packed. ‘Since it’s always so packed, there's along wait outside the club. It’s popular because of the trendy people. Due to the crowds, the Dizzy Lizard is difficult to get int. ‘The reason (that/why) people go there just to be WH ES \ Complete the paragraphs with because, since, because of, for, due to, and the reason. Then compare with a partner. (More than one answer is possible.) 4. Apple is considered one of the most innovative companies in the world. The company is known introducing original products, but it’s also admired its abilty to predict what the market will need in the future. Apple has been so successful is that it has become a symbol of status and high-end technology. 2. McDonald's is popular worldwide customers know what to expect when they eat there. ‘Whether you're in Florida or in France, your Big Mac is the same. The company is also known its ability to adapt to different markets. the company adjusts some items to local tastes, you can. eat a pineapple pie in Thailand or a shrimp burger in Japan. B. PAIR WORK Match the situations with the reasons for success. Compare ideas with a partner. ‘Then give two more reasons for each success, Situation Reason 1. FedEx is famous a. because of its ability to attract new customers. 2, Samsung is a successful company __ b. for its fast and reliable service. 3. Online stores are becoming very popular «. for its innovative athletic wear. 4, Nettlix has expanded quickly d. for its wide selection of products. 5. People buy Levi's jeans . since prices are generally more affordable. 6. Many people like Amazon due to its high investment in research. 7. Nike is known 9. since it’s advertised worldwide. 8. People everywhere drink Coca-Cola h. because they appeal to people of different ages and lifestyles. ‘A; FedEx is famous for its fast and reliable service. B: | think another reason why FedEx is famous is .. © GROUP WORK What are some successful companies in your country? Why are they successful? Keys to success EEoO LISTENING what have you got to lose? © A Listen to radio commercials for three different businesses. What are two special features of each place? Fitness For Life Beauty To Go Like-New Repair Services 1 2. © B Listen again. Complete the slogan for each business. 41. “Fitness For Life, where 2. "Beauty To Go. When and where you want, beauty 3. “Like-New Repair Services. Don't let your phone C GROUP WORK Which business do you think would be the most successful in your city? Why? { 0 INTERCHANGE 12 Advertising taglines How well do you know the slogans companies use for their products? Go to Interchange 12 on page 127. a DISCUSSION Ads and commercials GROUP WORK Discuss these questions. When you watch TV, do you pay attention to the commercials? Why or why not? When you're online, do you click on any ads that you see? What ads attract your attention? What are some effective commercials or ads you remember? What made them effective? What is the funniest commercial you've ever seen? the worst? the most shocking? Which celebrities have been in commercials or ads? Has this affected your opinion of the product? Has it affected your opinion of the celebrity? a WRITING A commercial A. Choose one of your favorite products. Read the questions and make notes about the best way to sell Do you want a car that Is dependable economical? Do you need more it. Then write a one-minute TV or online commercial. space for your family? The new Genius What's good or unique about the product? SUV has It all. Genlus offers the Why would someone want to buy or use it? latest safety technologies and Can you think of a clever name or slogan? B GROUP WORK Take tums presenting your commercials. What is good about each one? Can you give any suggestions to improve them? MED Unit 12& READING A Scan the article. What does “sticky” mean in the advertising world? BRAIN INVASION: 5 > ‘Advertisements: They'te all over our social media pages; they arrive as text messages; they interrupt ‘our favorite shows; and they bombard us in the streets. n order to survive the constant barrage of advertising, we learn to ignore most of what we see, But what ist that makes certain ads "sticky"? In ‘other words, why do we remember some ads while managing to completely forget others? According to advertising experts, an ad needs three key elements to make it unforgettable. In the frst place, it needs to be clear and simple. TV commercials usually last about 30 seconds, so zooming through an ever-changing landscape - these are the types of things that grab our attention. But do “sticky” ads actually make us buy the products? That's another story. Sometimes the ‘most memorable ads make people laugh or mention them to their friends, but they don't actually convince people to buy anything, Stl, after watching a “sticky” ad, we usually remember the name of the company it promotes. And in a world with so many brands ‘and products, that is almost as important as sales. a complicated or confusing presentation will not do the job. For an ad to be “sticky,” ithas to be obvious enough that we can pick up the message in a split second. More importantly, ads should appeal to our senses and emotions. When we really feel something, it tends to stick in our brains much longer than if we simply understand it. This isthe reason why so much advertising depends on emotional music and images of family, romance, or success that relate directly to ‘our own hopes and dreams. ‘One more element necessary to make an ad successful is surprise. When we see something out of the ordinary, it makes us take notice whether ‘we want to or not. A talking animal, a beautifully dressed model diving into a swimming pool, a car B Read the article. Check (7) the three things that make an ad memorable. Da sensual or emotional appeal (5 a familiar scene or situation something unexpected or strange 1 an uncomplicated concept a puzzle or mystery DD ashort time span C Read these descriptions of two ads. According to the article, are these “sticky” ads? Explain why. ‘A family of four is having breakfast together, and they're all looking tired. The father pours each of them a glass of “Super Juice,” and as they all drink it, they are transformed into costumed superheroes. As they leave, the mother says, “Ready to save the world, team?" Ayyoung couple are in a luxurious car; the woman is driving. They are driving ‘quickly through lush countryside. They glance at other and smile. A voiceover says: "The Eternity: a car that feels like home.” D PAIR WORK Describe an advertisement that has stuck in your mind. ‘Why do you think you remember it? Has it influenced what you buy in any way? Keys to success12 Keys to success Complete these sentences with In order for or ~~ In order to, 4. Inonder for. a restaurant to be popular, ithas to have attractive decor. 2 : _____ a movie to be entertaining, it has to have good actors and an interesting story. 3. succeed in business, you often have to work long hours. 4 attract new members, a sports club needs to offer inexpensive memberships. 5. = _ speak a foreign language well, it's a good idea to use the language as often as possible. 6. a clothing store to succeed, it has to be able to find the latest fashions. v4 Write sentences. Use the information in the box. [11 have talented salespeople: (2) work extremely long hours keep up with your studies [|] provide excellent customer servico [11 be clever and entertaining [Dy have drama and interesting characters 41. be a successful student inorder to be a successful student, you have to keep up with your studies, 2. a clothes store to be profitable Foraclothes store tobe profitable 3. manage your own business 4, an advertisement to be persuasive 5. run a successful automobile company 6. areality TV show to be successful| Choose the correct word or phrase. 1. I didn’t enjoy this book on how to succeed in business. It wasn’t very wellwritten - (affordable / well paid / well written) 2. learned a lot about how to run a successful bookstore from taking thet class. Hound it very (attractive / informative / knowledgeable) 3. Annie has so many interesting ideas, and she’s always thinking of new projects. She's very (clever / entertaining / tough) 4, Debra is a salesperson, and she’s good at her job. She's so that she sells three times as much as her co-workers. (unfriendly / affordable / persuasive) 5. Matthew is one of the top models in Milan. He goes to the gym every day, 30 he looks really (clever / charming / muscular) 6. Before opening a new store, it's important to think through all of your ideas and have __. (competitive salaries / a clear business plan / a reliable job) My new job has great benefits. We have unlimited time off, excellent health insurance, and __.. a good product / flexible working hours / a crowdfunding platform) 7. _ Read this information about journalists. Then write a paragraph about ~ one of the people in the box or another person of your choice. To be a successful journalist, you need. to be both talented, and dynamic. You have to write well and write quickly. In order to report the news, a. journalist needs to have a good knowledge of world, and current events. In addition, you must be able to report a story accurately. anartist. aboss homemaker aparent a teacher SEED Unit 12I like it because A For each pair of pictures, write one sentence about what you like and one sentence about what you dislike. Give reasons using the words given. 1. _Llike this park because it’s clean _and there are alot of trees. (because) Semen aan ay se sset Se (ince) oe (the reason) ____ (due to) (because off B Think of an example in your city of each of these places: @ restaurant, @ hotel, and a shopping center. Write a sentence about why you like or dislike each one. Example: The reason | don't like Cho Dang Gol Restaurant in my hometown is its noisy location right by the freeway. elehasea 1 2 3 Keys to success7A new business with an ancient product A Scan the article about Andean Grain. What is the secret that the company is selling? OF THE P. ‘The Argentinian company Andean Grain is contributing to a comeback of highly nutritious foods that were unknown to many people uring the last few hundred years. Andecn Grain sells foods macle from indigenous Latin American plants, like chic seeds, amaranth, amd quinoa, These plants are coming to prominence today because knowledgeable people have discovered that chia seeds, amaranth, and ‘qquinoc are superfoods, incredibly rich in vvitarnins and proieins. (Chia seeds were grown by the Aztecs as an ‘eneruy food. In order to travel long distances ‘without having to stop, they drank er beverage consisting of chia seeds, lemon juice, and water. ‘The Aztecs also cultivated amaremth, wisich they believed was « superfood, as do scientists today. Quinoa was grown in the mountains of the Andes by the Incas. All three of these foods went ‘out of favor after the conquest of Latin Amerioa in the 16th century, Wheat was preferred over these native plants, and they were almost ‘unknown outside the countries that grew them, Nevertheless, these foods have become popular ‘once more due to the health benefits that they are supposedto provide, = ‘They appear io be of optimal benefit for the hheart cmd bretin, and rumor has it that they may help prevent cancer, They're also gluten-free. Becotise many people todary have problems digesting the gluten in wheat, gluten-free foods have become very fashionable, Asa result, there is agreat demand by the public for these superfoods. Andean Grain sells {its products all over the world, but itis especially active in Europe, where ithas a main office in the United Kingdom, From its base in Argentina, Andean Grain sends most ofits native plomts to Europe to be made into affordable breads, breakfast cereals, and today’s popular trail mixes, which are combinations of dried fruits, nuts, and seeds, The secret is out, and what was hidden from the ‘world for so many centuries hess today become ‘an important discovery of foods for our health. Did you know about these superfoods before the rest of the world discovered them just a few years ago? B Read the atticle. Look at the words and phrases in bold in the article. Write definitions or synonyms for each word or phrase. 4, comeback 2, indigenous _ 3, to promi 4, superfood 5. went out of favor 6. rumor has it Unit 12Look at these advertisements and write two sentences about each one. Describe the features and give reasons why you like or dislike the advertisements. Example: _like the first ad because it attracts your attention, ees like the second ad because It has a simple and clean design. Keys to success"Do you have the right qualities? A Complete the sentences with the words from the box. affordable athletic clever entertaining informative knowledgeable muscular salesperson 4. 'mnot enough about tools to be a successful salesperson in a hardware store, I'm familiar with some common tools, but | don’t know how to use most tools. 2. To be successful, personal trainers need to be fit and 3. Weekend Talk ran for only three months because it was so boring. For a TV show to be successful on Saturday evenings, it really hes to be 4, | wouldn't be a. good because I'm not very persuasive. 5. | found a fantastic news website this morning, It's really -Ithas very detailed stories about local and international news. 6. Fora salesperson to be persuasive, he or she has to be with words. 7, Kate isso She plays soccer, tennis, and basketball, and she’s excellent at all three sports. 8, | ike this store, but it's not very Even the small items are expensive. B Write sentences using the words below and infinitive clauses with to or for. 4, apply for a job / write a good résumé 2. be an effective personal trainer / listen to your clients’ needs 3. a restaurant / be successful / delicious food at good prices 4, students / get good grades / study hard and do their best 5. learn a new language / practice every day Unit 12,