UNIT 1: BRANDS
A.(trang 7)
1. loyalty a) the title given to a product by the company that makes it
2. image b) using an existing name on another type of product
3. stretching c) the ideas and beliefs people have about a brand
4. awareness d) the tendency to always buy a particular brand
5. name e) how familiar people are with a brand (or its logo and slogan)
6. launch f) the set of products made by a company
7. lifecycle g) the use of a well-known person to advertise products
8. range h) when products are used in films or TV programmes
9. placement i) the introduction of a product to the market
10. endorsement j) the length of time people continue to buy a product
11. leader k) the percentage of sales a company has
12. research I) customers of a similar age, income level or social group
13. share m) the best-selling product or brand in a market
14. challenger n) information about what consumers want or need
15. segment o) the second best-selling product or brand in a market
B Complete these sentences with word partnerships from Exercise A.(trang 7)
1. No one recognises our logo or slogan. We need to spend more on advertising to
raise…………………………
2. Consumers who always buy Sony when they need a new TV are showing ............
3. A fashion designer who launches his or her own perfume is an example of
4. The ............ of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well
made and expensive.
5. George Clooney advertising Nespresso is an example of ............
6. A ........... consists of introduction, growth, maturity and decline.
7. Tesco's wide ............ means that it appeals to all sectors of the UK market.
8. The use of Aston Martin cars and Sony computers in James Bond films are examples of ............
9. Microsoft is the ........... in computer software.
10. In countries with ageing populations, the over·60s age group is becoming an increasingly
important .............
11. Pepsi is the ........... in carbonated soft drinks.
12. Focus groups and consumer surveys are ways of conducting ............
C. Complete these sentences with the present simple or the present continuous form of the
verbs in brackets.(trang 10)
1.
a) At the moment, eBay ........... (work) with brand owners to remove fake items.
b) eBay ........... now (spend) $20m a year analysing suspicious sales.
2.
a) Louis Vuitton usually ............ (sell) its products through authentic Louis Vuitton boutiques.
b) At the moment, Louis Vuitton ...... (negotiate) with Hubert de Givenchy.
3.
a) Both Apple and BlackBerry ........... (launch) important new products this year.
b) These days, a lot of people ........... (have) a BlackBerry.
UNIT 2.TRAVEL
A. Match the words and phrases which have the same meaning. For each pair, decide which is
British English and which is American English.(trang 15)
1. subway a) line
2. city centre b) lift
3. carry-on baggage c) public toilet
4. one way d) schedule
5. return e) economy class
6. freeway f) single
7. rest room g) first floor
8. elevator h) bill
9. coach class i) booking
10. timetable j) round trip
11. car park k) downtown
12. queue I) motorway
13. check m) underground
14. reservation n) hand luggage
15. ground floor o) parking lot
C. Complete the text with the phrases from Exercise B.(trang 17)
I don't always pay a lot of money and I try to avoid ............ (1). However, I do travel a lot,
earn ............ (2) and usually gel an ........... (3) to first class. The airline gets me a car to the airport. I
am met by helpful ……...... (4). They take my ........... (5) and help me ............ (6). Then they take
me to the ........... (7), where I read the newspapers.
B. Match the sentence halves to complete the definitions of the words in bold. (trang 17)
1. Peak travel happens a) a change to a better seat or level of service.
2. When you check in, b) a room in a hotel/airport where people can sit and relax.
3. Frequent-flyer points are c) a card you must show in order to get on a plane.
4. An upgrade is d) all the people who work at an airport, but not the pilots or
cabin crew.
e) awarded by airlines to reward customer loyalty.
5. A lounge is
f) at times when the largest number of people are travelling.
6. A boarding pass is
g) you go to desk at a hotel/airport to say you have arrived.
7. Ground staff are
A. Complete each dialogue with the correct form of going to or will. (trang 18)
1.
A. Have you decided where to hold the sales conference?
B. Yes, we .......... book the Emory Centre in Atlanta.
2.
A. I can't find my passport.
B. OK, you look in your bag, and I…………. check the back seat of the car.
3.
A. What are you planning to do in Tokyo?
B. We .......... meet our agent to discuss next year's advertising budget.
4.
A. I'm afraid the flight's been cancelled.
B. I need to get there tonight. I ........... take the train. I think it leaves at nine.
5.
A. The Hertz counter is a good place to meet.
B. OK, I ........... wait for you there.
B. Choose the correct tense (present continuous or present simple) to complete the sentences.
(trang 18)
1. We stay / are staying at the Ritz for next week's conference.
2. According to the timetable, the coach deports / is deporting from Victoria at 8:00, reaches Lille at
12:30 and arrives in Paris at 13:30.
3. Excuse me, what time is the conference beginning / does the conference begin?
4. What do you do / are you doing on Tuesday afternoon?
5. What time is this train getting / does this train get to Osaka?
6. Next time, I travel / am travelling to Madrid by train.
UNIT 3: CHANGE
A. Write the verbs from the box under the correct prefix to make words connected with
change. . (trang 23)
down- de- up- re-
assess
develop
centralise launch
grade date
locate
size grade
regulate organise
structure
train
B. Complete these sentences with the correct form of the verbs from the box in Exercise A_
Use a good dictionary to help you. . (trang 23)
1. Following the merger, the office layout was ……………. to accommodate the new staff.
2. The most successful change in our company was the decision to ………..the company. Now there
is more opportunity for promotion.
3. It is now so expensive to rent offices in the city centre that many companies are ............ their
operations to purpose-built business parks at the city limits.
4. The company has recently ............ its workforce. Reducing the number of employees is the best
way to stay profitable in the current economic climate.
5. To improve efficiency, the company has introduced new working practices. The HR department
will ............. all sales staff.
6. One of our products hasn't been selling well recently. The marketing team has decided to take it
off the market and ............ it next year with new packaging.
7. The IT department report recommended that the company ........... the computer system as soon as
possible.
8. The CEO thinks that too many decisions are made at Head Office. She wants to ……........ the
decision-making process so that branch managers are more involved at an earlier stage.
9. The company has finalised the plans to ............ the disused car-park site. It is going to become a
fitness centre for employees.
10. The logo and slogan are very old-fashioned. We need to …………..... the whole image of the
product and bring it into the 21st century.
11. There is a lot of pressure on the government from consumer groups to .................. the industry
and remove controls, so customers can benefit from increased competition.
12. Following the report by the legal department and changes in the tax laws, the management
decided to ................ the situation and delay making a decision on the takeover.
UNIT 4: ORGANISATION
A. Match the words and phrases (1-8) to their definitions (a-h) . (trang 37)
1. subsidiary a) an of Ace where people answer questions and make sales over the phone
2. factory/plant b) a building from which goods or supplies are sent to factories, shops or
customers
3. call centre c) a place through which products are sold
4. service centre d) a place where faulty products are mended
5. headquarters e) a company which is at least half-owned by another company
6. distribution centre f) the main office or building of a company
7. warehouse g) a building for storing goods in large quantities
8. outlet h) a large building or group of buildings where goods are made (using
machinery)
C. What do the following departments do? (trang 37)
1. In R&D, people research and develop new products.
2. Answer calls from customers
3. Recruit staff
4. Sell products or services
5. Make products
6. Find the money to invest in new activities
7. Do paperwork (teach this word)
8. Deal with contracts, regulations and any disputes involving the company
9. Manage incoming supplies, warehouse stocks and the way products are moved around
10. Deal with journalists' enquiries and the public
11. Information technology: run computer system.
D. Match these activities (a-k) to the correct department in Exercise C (1-11). Can you add
any other activities to any of the departments? (trang 37)
a) deal with complaints
b) draw up contracts
c) carry out research
d) train staff
e) run advertising campaigns
f) issue press releases
g) operate assembly lines systems equipment
h) prepare budgets/accounts
i) keep records
j) transport goods and
k) install and maintain
C. Match each noun (1-10) to two of the following nouns (a-c) to make word partnerships.
(trang 40)
1. business a) virus b) objectives c) plan
2. management a) style b) technology c) consultant
3. sales a) team b) revenue c) trade
4. customer a) care b) team c) loyalty
5. company a) house b) headquarters c) logo
6. product a) profit b) line c) range
7. consumer a) goods b) logos c) awareness
8. research a) project b) findings c) knowledge
9. information a) technology b) force c) desk
10. computer a) union
b) program c) virus
UNIT 5: ADVERTISING
Look at these words. Label each word 1 for 'advertising media', 2 for 'methods of advertising'
or 3 for 'verbs to do with advertising'. (trang 44)
1. (Advertising media) cinema, exhibitions, Internet, outdoor advertising, point-of-sale, press, radio,
television
2. (Methods of advertising) advertorials, banner ads, billboards/hoardings, commercials, free
samples, leaflets/flyers, pop-ups, posters, product ' placement, sponsorship, viral advertising
3. (Verbs to do with advertising) communicate, endorse, place, run, sponsor, target
B. Which of the verbs you identified in Exercise B combine with these nouns? (trang 45)
1. run a campaign
2. endorse a product
3. place an advertisement
4. sponsor an event
5. target a consumer
6. communicate a message
C. Choose the most suitable words to complete these sentences. (trang 45)
1. A lot of cosmetics companies give away leaflets / commercials / free samples so that customers
can try the product before they buy.
2. Advertising companies spend a lot of money on creating clever slogans / posters / exhibitions that
are short and memorable, such as the message for Nike: 'Just do it'.
3. Celebrity exhibition / research / endorsement is a technique that is very popular in advertising at
the moment.
4. If news about a product comes to you by word of mouth / the press / the Internet, someone tells
you about it rather than you seeing an advert.
5. Many companies use post and electronic slogans / mailshots / posters because they can target a
particular group of consumers all at the same time.
UNIT 6: MONEY
Match the words in the box to the definitions 1 to 6 below. (trang 53)
equity stake recession shares debt stock market forecast
1. equal parts into which the capital or ownership of a company is divided
2. a period of time when business activity decreases because the economy is doing badly
3. money risked when a business owns part of another company
4. a place where company shares are bought and sold
5. a description of what is likely to happen in the future
6. money owed by one person or organisation to another person or organisation
B. Match the sentence halves. (trang 53)
1. Profit margin is a) a part of a company's profits paid to the owners of shares.
2. Investment is b) the difference between the price of a product or service and the cost of
producing it.
3. Bankruptcy is c) money which people or organisations put into a business to make a profit.
4. A dividend is d) the amount of money which a business obtains (in a year) from
customers by selling goods or services.
5. Pre-tax profits are e) when a person or organisation is unable to pay their debts.
6. Annual turnover is f) the money a business makes before payment to the government.
C. Complete this news report with the terms from Exercises A and B. (trang 53)
And now the business news ...
There was a further downturn in the economy this month as the ......... (1) in the United States and
Asia-Pacific region continues. Yesterday was another day of heavy trading on the ...........(2), with
big losses in share values. The ………… (3) for the near future is not good. as market confidence
remains low.
Paradise Lane. the struggling luxury hotel group. is seeking new ............. (4) to try and
avoid ............(5), following the announcement of disastrous interim results. It currently has
a ............ (6) of nearly $5 billion. There are rumours of rivals G H N taking a large ............(7) in the
troubled hotel group.
Phoenix Media announced a 15% increase in …………… (8) on an ............ (9) of $4.5 million.
Added to the strong performance in the last quarter. this is likely to result in an increased ............
(10) of over 14 cents per share. well up on last year. which will certainly please shareholders*.
Following a rise in sales in the emerging markets of ...
*the people who own shares in a business
A. What kind of movement do these verbs describe? Match them to the symbols (1-11) on the
left. Then compare your answers with your partner. (You will need to use some symbols more
than once.) (trang 56)
1. decline, drop, fall, decrease
2. double
3. fluctuate
4. gain, increase, rise, improve (unless you're talking about something bad like unemployment)
5. halve
6. level off
7. peak
8. plummet
9. recover
10. rocket, jump
11. triple
C. Look at the graphs below. Complete the sentences about them with appropriate
prepositions. (trang 56)
1. Sales have increased .......... €Sm ........... €7m.
2. Sales have increased ............ €2m.
3. There has been an increase ........... €2m in our sales.
4. Sales now stand ............ €7m.
5. Sales reached a peak .......... €7m in July.
6. Sales reached a low point ........... €1m in April.
UNIT 7 CULTURES
A. Complete the idioms in the sentences below with the words in the box. (trang 68)
end eye eye fire foot ice water water
1. Small talk is one way to break the ………... when meeting someone for the first time.
2. I was thrown in at the deep ............ when my company sent me to run the German office. I was
only given two days' notice to get everything ready.
3. We don't see eye to ............ with our US parent company about punctuality. We have very
different ideas about what being 'on time' means. It's a question of culture.
4. I got into hot ............ with my boss for wearing casual clothes to the meeting with the potential
Japanese customers.
5. I really put my ............ in it when I met our Spanish partner. Because I was nervous, I said 'Who
are you?' rather than 'How are you?'.
6. I get on like a house on ............ with our Polish agent; we like the same things and have the same
sense of humour.
7. When I visited China for the first time, I was like a fish out of…………..... Everything was so
different, and I couldn't read any of the signs!
8. My first meeting with our overseas clients was a real…………….-opener. I hadn't seen that style
of negotiation before.
D. Match the idioms in Exercise A (1-8) to the correct meanings (a-h). (trang 68)
a) given a difficult job to do without preparation
b) quickly have a friendly relationship with someone
c) feel uncomfortable in an unfamiliar situation
d) say or do something without thinking carefully, so that you embarrass or upset someone
e) disagree with someone
f) an experience where you learn something surprising or something you did not know before
g) make someone you have just met less nervous and more willing to talk
h) get into trouble
A.Choose the most appropriate verb, There are some situations where both verbs are possible.
Can you say why? (trang 70)
1. If you are invited to a Brazilian's house for dinner, you must / should arrive at least 30 minutes
after the time mentioned.
2. You mustn't / don't have to give purple flowers as a gift in many countries.
3. All personnel should / must read the health and safety notices in the building.
4. Staff don't have to / mustn't disclose information on the project unless authorised.
5. I think you should / must encourage the team to develop interpersonal skills.
6. Simone doesn't have to / shouldn't work so hard - she is looking very tired.
7. When going to a new country to do business, you should / must do some research into their
culture.
5. You mustn't / don't hove to pay immediately. We can offer you credit.
UNIT 8: HUMAN RESOURCES
A. Complete the text with the words and phrases in the box. (trang 75)
curriculum vitae (CV)/resume application form probationary period psychometric test
interview covering letter
These days, many applicants submit their ......... (1) speculatively to companies they would like to
work for. In other words, they do not apply for an advertised job, but hope the employer will be
interested enough to keep their CV on file and contact them when they have a vacancy. When
replying to an advertisement, candidates often All in a(n) ............ (2) and write a (n) ............ (3).
The employer will then invite the best candidates to attend a(n) ............(4). Sometimes candidates
will take a(n) ............ (5) before the interview to assess their mental ability and reasoning skills.
These days, it is normal for successful candidates to have to work a(n) ............ (6) in a company.
This is usually three or six months; after that, they are offered a permanent post.
B. Match the verbs (1-6) to the nouns (a-f) to make word partnerships. (trang 75)
1. to train a) a vacancy/post
2. to shortlist b) an interview panel
3. to advertise c) the candidates
4. to assemble d) references
5. to make e) new staff
6. to check f) a job offer
C. Look at the different types of people. Match the descriptions above (1-10) to the adjectives
in the box (a-j) . (trang 75)
1. is able to come up with ideas a) enthusiastic
2. is respected and listened to by others b) adaptable
3. is able to see different points of view c) methodical
4. can see how to put ideas into action d) reliable
5. is determined to succeed in their career e) ambitious
6. has lots of energy and often gets excited f) objective
7. is concerned with details and getting things right even if it takes
g) creative
time
8. likes to assess and evaluate h) analytical
9. is able to change with new situations i) authoritative
10. is someone you can trust and depend on. j) practical
UNIT 9: INTERNATIONAL MARKETS
D. Use the words and phrases in the box to complete the table below. Use a good dictionary to
help you. . (trang 83)
Open markets Protected markets
open borders, free port,
barriers, developing industries, dumping, tariffs, strategic industries,
laissez-faire,
restrictions, quotas, customs, subsidise, regulations
liberalise, deregulation
E. Match the sentence halves.(trang 84)
1. We're trying to break into a) all regulations if you want the delivery to go through without problems.
2. You should carry out b) the delivery date, let us know as soon as possible.
3. If you would like to place c) insurance cover for the shipment.
4. If you can't meet d) a market survey before you make a major investment.
5. They've quoted e) the Japanese market.
6. let us know if you want us
f) an order, press one now.
to arrange
7. It's essential to comply
g) us a very good price for the consignment.
with
B. Look at the articles again, Decide if the statements are true (T) or false (F).
Article 1. (trang 85)
1. The US should concentrate on being more competitive economically,
2. The US should be protectionist.
3. The US should argue for a stronger Chinese currency in order to reduce the US's trade deficit
with China.
4. The US and China should focus on the openness of their trading relationship.
Article 2
5. The US should recognise how much the Chinese currency has already risen against the dollar.
6. US labour unions say China has manipulated its currency to give Chinese companies an unfair
advantage in international trade.
7. The Chinese save less of their income than Americans.
8. Americans have recently bought Chinese-made goods at low prices.
C. Find the opposites of these words in the articles. (trang 86)
1. free trade 1. protectionism
2. upturn 2. slowdown
3. surplus 3. deficit
4. dispute 4. co-operation
5. decreased 5. risen
6. spend 6. save
D. Complete the sentences with the words you found in Exercise C.
1. Economists know that ………... and import taxes promote inefficiency.
2. The study was done in …………. with local businesses.
3. There has been a ............ in the tourist trade.
4. The figures show a trade ......... of $4 billion.
UNIT 10: ETHICS
Match words from Box A and Box B to make word partnerships which describe the activities
in Exercise A. . (trang 96)
1. bribery and corruption
2. price fixing
3. environmental pollution
4. sex discrimination
5. insider trading
6. tax fraud
7. counterfeit goods
8. money laundering
9. animal testing
10. industrial espionage
UNIT 11: LEADERSHIP
Match the adjectives in the box to make pairs of contrasting ideas.(trang 104)
cautious/ decisive; idealistic/ realistic; assertive/ diffident,
casual/formal; encouraging/ critical
B. Do the same with the adjectives in this box.
dynamic/laid-back; ruthless/principled;
radical/conservative; distant/approachable
C. Complete the sentences with suitable adjectives from Exercises A and B. (For sentences 1-4,
use Exercise A; for sentences 5-8, use Exercise B.) (trang 105)
1. She doesn't like to rush into things. She's careful and ............
2. He's very good at pointing out problems with people and systems in the company. He's
often ............, but this helps make improvements.
3. He's a serious, ............ person, both in the way he dresses and in his dealings with people.
Everyone knows he's the boss.
4. She has a very clear vision for the long-term future of the company, but many people think she is
too .............
5. He is a very ............ man. He sacked anyone who got in his way.
6. Our boss is friendly and ............ She's very easy to talk to.
7. He's very ............. He doesn't like to try anything new now he's running the company.
8. She's very ............. She would never approve any policies that were remotely unethical.
D. Match the phrasal verbs (1-6) to the nouns (a-f). (trang 105)
1. to take on a) a proposal/suggestion
2. to be up to b) the job
3. to put forward c) criticism
4. to deal with d) your resignation
5. to hand in e) responsibility for something
6. to come in for f) a problem
E. Which of the phrasal verbs in Exercise D mean the following: (trang 105)
a) to manage
b) to give
c) to receive
d) to accept
e) to be good enough
f) to propose
