Unit 1

Amitava Chattopadhyay says that companies need to pay careful attention to they
manufacture their products.
that
which
who
where
fashion label outside the top super-luxury brands is either already manufacturing in
Aasia or thinking of it.
Almost every
Most every
Almost
Nearly
Our product includes tables, chairs and cupboards.
group
pack
package
portfolio
TTI said it was sensible to increase its production in low- markets where it was
closer to some of its major customers.
price
cost
expense
charge
With trade barriers falling, fashion houses were rushing to move production .
faraway
offset
offshore
foreign
Fast-moving . goods, such as fresh food, have to be sold quickly.
customer
buyer
client
consumer
Big brands tend to squeeze small, independent businesses.
out
in
up
into
The Asian consumer really does believe that luxury comes from Europe and must be
made there the best.
being
is
be
to be

The Made in Italy label is important but what we are really offering a style, and
style is an expression of culture.
is
to be
be
being
Renewing Sanyos Japanese licence means that almost half of Burberrys sales at retail
value will continue under licence in Asia.
producing
produce
be produce
to be produced
Big brands tend to squeeze small, independent businesses.
out
in
up
into
FillBlank
Brand l(oyalty/loyalty) is the tendency to always buy a particular brand.
Almost half of Burberry's sales at retail value will continue to be produced under
l(icence/licence) in Asia.
If a product is d(urable/durable), it is able to last a long time without becoming damaged.
The iDrive audio system in the 740 is top of the r(ange/range) and incorporates the latest
features to provide a rich audio experience.
A market s(egment/segment) is a group of customers of similar age, income level and
social class.
The market f(ollower/follower) is the second best selling product or brand.
Product lifecycle consists of introduction, growth, m(aturity/maturity) and decline.
Unit 2
There was a on the way to the airport as there was an accident on the freeway.
postpone
delay
lateness
traffic
If something is , it is the best and most likely to bring success and advantage.
optimum
disruptive
orienting
frustrating
As the industry faces what may be a prolonged passenger decline, analysts say companies
are under greater pressure to travelers' concerns.

care
supply
provide
address
The psychology of air rage is a new of study.
area
region
location
sector
Some air rage incidents are caused by problems which are familiar many regular
travelers.
for
about
to
on
Ahlberg has long understood that busy executives cannot afford time in traffic jams
as they try to reach city centre venues.
waste
to waste
wasted
wasting
Executive do not particularly enjoy getting up at to catch an early morning flight.
dawn
morning
early
sunset
analysts of the phenomenon blame alcohol, but many people now think that the
airlines are at fault.
Almost
Most
Most of
Most the
If something is , it is continuing for too long and therefore boring or annoying.
apparent
interminable
intermittent
legislative
There is increasing concern in the US about another cost-cutting , which could
seriously harm passengers health: cabin ventilation.
exercise
doing
work
apply
FillBlank

A c(ancellation/cancellation) is a decision to stop something that has already been

arranged from happening.
City center is downtown in American English.
Economy class is coach class in American English.
If you make a r(ound/round) trip, you go on a journey and return to where you started
from.
The bank holiday weekend was a nightmare from start to f(inish/finish).
Next year, our product r(ange/range) will include hats and shoes.
Unrest means the disagreements or fighting between different groups of people.
A convict is someone who is in prison because they are guilty of a crime.
Cabin and flight crews, who are in the front line of the battle against disruptive and
dangerous in-flight behavior, have called for stiffer penalties against the offenders.
To cram means to force a lot of things into a small space, or to do many things in a
short period of time.
Legislation is a law or set of laws suggested by a government and made official by a
parliament.
Concession is something which is allowed or given up, often in order to end a
disagreement, or the act of allowing or giving this.
Unit 3
. in a quiet neighbourhood in central Da Nang, the local Cao Dai temple is worth a
quick visit.
Location
Located
To locate
Locative
It is only clearer now that true reform is necessary torules and regulations that
inhibit competition.
affirm
abash
abolish
abase
The team achieved a very substantial change in culture by being very clear at the
that it was creating a new and different culture from the two companies that merged.
begin
first
outset
setting
The new computer virus could all the data off your hard disk.
swap
wipe
discard
spite
They are starting a new of negotiations with ABC Steelworks next month.
circle
round
10

schedule
roundabout
Many organizations talk about doing more business electronically, implementing costcutting .and improving efficiency.
methodologies
measures
means
ways
The real power of the company are its 135 supervisors, each of whom leads a team
of up to 50 cleaners.
roles
players
workers
employees
He looked for a way to get out of thecorporate life by exchanging his time for
money.
constructive
conventional
convalescent
conservative
Laptops and cell phones are standard for all supervisors at SOL.
equipments
equipment
machinery
machines
AB has approximately 2,500 employees in three large call centres in cities in
South of England.
work/locate
working/locating
working/located
worked/located
To cut costs and increase efficiency, AB is now considering a number of options
concerning the location of its call centres.
concern
concerning
what concern
which concerning
In SOL, its cleaners wear red and yellow jumpsuits that reinforce the companys
image.
upbeat
beating
beaten
downbeat
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If an organization is b(ureaucratic/ bureaucratic), it has complicated official rules which

may seem unnecessary.
In a h(ierarchical/hierarchical) organization, everyones status is clearly defined.
If an organization is c(onservative/ conservative), it tends not to like or trust change,
especially sudden change.
A company car and a mobile phone are some of the p(erks/perks) that come with the job.
If you are f(anatical/fanatical) about something, you are every interested and eager to do
it.
If something is in chaos, it is in a state of total confusion and lack of order.
They accused the striking workers of being in b(reach/breach) of contract.
There was a growing c(onflict/conflict) of interest between her business dealings and her
position as a politician.
In order to keep our competitive e(dge/edge), we are at Free Horizons must continue to
provide unique travel services and remain totally customer-focused.
Unit 4
The company has the plans to redevelop the disused car park site.
worked
finalized
wrapped
winded
Reducing the number of employees is the best way to stay profitable in the current
economic .
air
atmosphere
climate
weather
We often perceive change as a threat to our stability, our self-esteem and our values. It is
therefore hardly surprising that the most frequent reaction to change is .
persistence
resistance
consistence
competence
Shoppers complained about poor quality .and high prices.
merchandise
merchant
commerce
enterprise
Business leaders need to in mind that change is a natural part of the human
condition and introduce change carefully for it to be successful.
expect
consider
bear
hold
vendors design their own booths and are encouraged creative.

be
being
to be
is
The department stores steady of market share may be because the concept was born
in a different era.
lose
loss
losing
lost
The seating plan has been reorganized to new staff.
accommodate
accomplish
account
accede
I received the years results yesterday and I am delighted to announce that our company
has had fantastic year.
other
others
the other
another
Last year we had our fifth consecutive year of growth with$98 million in net profit.
consecutive
continuity
continue
consequent
FillBlank
He was the managing director in c(harge/charge) of a workforce of 28 people.
A w(holesaler/wholesaler) is someone who buys and sells goods in large amounts to
shops and businesses.
Last year, LHDA d(ecentralized/ decentralized/ decentralized/ecentralized) the decision
making process to the construction sites via field operations branches.
Consignment is an amount of goods that is sent somewhere.
T(rade/trade) secret is a secret technique used by a company in manufacturing its
products.
Change is easier in flatter organizational structures than in h(ierarchical/hierarchical)
ones.
A supportive style of management, together with adequate training, can also boost selfconfidence and so help staff c(ope/cope) better with change.
Unit 5
Yahoo has strengthened its European with the $578m acquisition of Kelkoo, the
French-based shopping service.
appearance

presence
face
staying
The European online retail market is forecast to 116bn in the next three years.
growing
will grow
grow
to grow
Wal-Mart yesterday really surprised investors when it a strong note of optimism.
sounded
rang
heard
talked
It is an excellent business if a manager can follow all guidelines and motivate
workers to work in a safe environment.
doing
working
practice
action
Gains in Targets credit card business, as well as both its Target Stores division and
Marshall Fields stores, a small drop in pre-tax profit at Mervyns department store
chain.
setoff
offset
outset
set out
using a new distributor, our costs fell giving us a gross margin of 40 per cent on our
product line.
as a result
the result
resulting
as a result of
action by train drivers seriously affected rush-hour services.
Commercial
Business
Industrial
Corporate
Our performance in Italy should improve significantly the bankruptcy of our biggest
competitor.
following
followed
follow
follows

FillBlank
A bank s(tatement/statement) is a printed record of the money put into and removed from
a bank account.
A c(redit/credit) card is a small plastic card which can be used as a method of payment,
the money being taken from you at a later time.
A r(ecession/recession) is a period when the economy of a country is not successful and
conditions for business are bad.
Bankruptcy is a situation when a company are unable to pay what it owe.
Intellectual property is someone's idea, invention, creation, etc., which can be protected
by law from being copied by someone else
Gross m(argin/margin) is the difference between the sales and the production costs.
Dividend is the part of the profits of a company that is paid to shareholders for each
share that they own.
Earnings per share are a companys p(rofits/profits/profit/rofit) divided by the number of
its shares.
OTC is the abbreviation for over the c(ounter/counter).
Unit 6
Improvement in the jobs means improvement in state revenues, which in turn may
help out Carroll County.
image
painting
illustration
picture
Target has a more upmarket and style conscious image than other discount retailers.
grown
cultivated
raised
plough
Unfavorable news stories have appeared foreign companies working in the area.
attack
attacking
attacked
attacks
He let his actions his talking for him.
make
work
do
execute
After the war he .. a gamble on oil rights on a barren stretch of land between Saudi
Arabia and Kuwait.
did
took
caught
hold
Research capacity building is seen as three legged: individual, organizational and
enabling environment.

chair
seat
throne
stool
Where a worker fails to comply with the company'sof practice, the supervisor is
responsible to verbally advise the worker.
model
ciper
code
system
Say the word 'Australia' and a vision of beaches and blue seas immediately to mind.
arrives
springs
summers
steps
Nike uses a of global ad campaigns such as good v evil and local advertising such
as its famous poster campaigns in the UK.
group
cooperation
mixture
mix
After Mac sales tapered off in late 1984, Apple faced a serious problem because
management had essentiallythe future of the company on the new computer.
play
bet
danger
chance
At Nike, there is a . decision-making process that gives marketing directors real
power.
streamed
streamlined
straightened
hardened
My number one advertising principle-if I have one- is to wake up the consumer,
concludes Knight, with an absolute that is unique among modern-day chief
executives.
conviction
submission
admission
confliction
Knight has an absolutely clear and strategy to use celebrity athlete endorsement.
commitment
committing
committed
commit

Focus has been asked to present ideas for advertising campaigns to the managements of
the companies
concerning
concern
concerns
concerned
FillBlank
Long term success requires you to have a solid plan which includes a wellt(thought/hought)-out approach to map out how you are going to meet your objective.
H(oardings/hoardings) are large boards used to display advertisements.
Product l(ine/line) is a number of related products offered by a supplier, which often
cover the needs of several different segments.
M(erchandise/merchandise) is goods that are bought and sold.
If you have something to sell, you can p(lace/place) an advert in the local newspaper.
Code of p(ractice/practice) is a set of standards agreed on by a group of people who do
a particular job.
Thirst q(uenching/quenching) is a term that describes a drink that stops you feeling
thirsty.
Unit 7
Hospitality in the UEA is very important but should not be as future commercial
success.
explained
clarified
illuminated
interpreted
In Russia, lunch has many and is obviously the big meal of the day.
sequences
courses
progresses
programs
It may be true that cultures are becoming more alike under the effect of globalization and
mass tourism. However, there often ..a gap between any two given cultures.
remains
are
be
remaining
Although I know them all very well, I have to my colleagues by their surname.
talk
address
deal
speak
The ball is in your means it is your responsibility to take action next.
hand
court

course
fingers
To have it . with somebody means to try and settle a dispute by talking about it.
in
out
off
about
The hosts will normally begin with polite (How are you? How are you enjoying
your visit? etc.)
enquiries
requires
requirements
requests
As a gesture of respect, your host is likely to open and carefully examine your gift in your
.
appearance
present
presence
view
FillBlank
A c(ounterpart/counterpart) is a person or thing which has the same purpose as another
one in a different place or organization.
If you give somebody o(ffence/offence), you upset and hurt his feelings because you are
rude and show a lack of respect to him.
Danes prefer to get d(own/down) to business quickly. Pre-meeting small talk will be
limited.
R(egardless/regardless) of how you feel, refusing an invitation of any kind may give
offence.
F(urther/further) to your letter of 10 January, I would like to thank you for your kind
invitation.
What enables us to b(ridge/bridge) the gap between countries is often called cultural
awareness.
Empathy, i.e., openness of mind and heart, together with a willingness to step into
someone elses s(hoes/shoes), is a necessary condition for such an awareness to develop.
All the behaviors, beliefs and values that we have always taken for g(ranted/granted) may
indeed appear strange to someone from another cultural group.
Unit 8
Sometimes, candidates will take a psychology test before the interview to assess their
mental ability and skills.
reasoning
seasoning
realizing
recognizing

High performers are peopleapparently limitless energy and enthusiasm, qualities that
shine through even on the bad days.
on
whose
that
with
High performers are full of ideas and get things quickly and efficiently.
do
done
doing
to do
These days, many applicants submit their CV to companies they would like to work
for.
cumulatively
speculatively
relatively
comparatively
High performers inspire others not just by pep talks but also through the force of
their example.
sheer
severe
fierce
hard
FillBlank
My favorite company advertised a v(acancy/vacancy) for a sales representative last week.
It is a good idea to assemble an interview p(anel/panel) rather than conducting interviews
alone.
After the employer has made a job o(ffer/offer) to you, the employer can require that you
take a medical exam.
These days, its normal for successful candidates to have to work a
p(robationary/probationary) period in a company.
If you are m(eticulous/meticulous), you are very careful and with great attention to every
detail.
Unit 9
Countries faced new pressure in their efforts to develop the economy, people's living
standards and maintain social stability.
rise
raise
inflate
average
Roy us a very good price and has done a fantastic job on repairing the carpet damage
caused by the cat.
brought
quoted
showed

presented
According to a recent study it is expected that the iPhone willthe market for
smartphone usage among US Physicians.
manage
monitor
dominate
administer
About two decades ago, the supporters of globalization promised that free trade would
bring a to people in both developed and developing countries.
prosperity
property
appropriateness
properness
To means to make laws, systems or attitudes less severe.
liberalize
decentralize
deregulate
subsidize
If we placed a very large order, 15,000 boxes, would you be able to dispatch
immediately?
say
speak
example
instance
For its supporters, fair trade is an example of how world trade can and should be run
to poverty.
deal
tackle
cope
challenge
Technically, fair trade could be banned because WTO rules prohibit differentiation
between products on the basis of their . of production.
means
meaning
methodology
significance
The two companies have had some initial by email and now a face-to-face meeting
is required.
correspond
correspondence
responses
exchanges
FillBlank

Organizations and individuals that conduct the exploitation of natural resources shall
have to c(omply/comply) with all regulations on declaration.
It is difficult for foreign brands to b(reak/break) into Japanese market.
If you want to place an o(rder/order) online, you will have to type either your credit card
number or your customer account number.
Millions of people have, especially in developing countries, work in
s(weatshop/sweatshop) conditions, working long hours in many unsafe and unhealthy
condition for meager wages.
Our company is trying to b(reak/break) into the Chinese market. We plan to put our new
model on the market next winter.
If a government is l(aissez-faire/aissez-faire/laisser-faire/aisser-faire), it does not have
many laws and rules which control the buying and selling of goods and services.
Unit 10
If anything, service volume was trending downward because of the lack of consumer ..
in Southern California earlier this year.
belief
reliability
confidence
opinion
Second-half results will be hit by both the costs of cleaning the plant and a fall in sales
caused by bad .
public
publicity
publication
publication
The problem was discovered during the checks performed on the aircraft after the
arrival at Changi airport.
habitual
usual
normal
routine
Bargains & Quality offer a wide range of free standing or built in domestic ,
including dishwashers, refrigerators, washers & dryers, cookers.
appliances
applications
applicants
applies
Even though Mieles manufacturing costs are higher than of its competitors, the
company says these are justified by its ability to produce appliances that, despite their
high prices, people want to buy.
that
those
which
what

The company has built up a tremendous loyalty among consumers who know that the
brand stands quality.
up
about
for
with
FillBlank
W(hite/white) goods are large electrical goods for the house, such as cookers and
washing machines.
Domestic a(ppliance) is a device, machine or piece of equipment, especially an electrical
one that is used in the house such as a cooker or washing machine.
C(ompensation/compensation) is the money that is paid to someone in exchange for
something that has been lost or damaged or for some inconvenience.
We have a policy of zero d(effects/defects) so we surprised when shortly after the launch,
we received complaints about the durability and reliability of this product.
The relaunch of the product failed due to lack of consumer confidence caused by bad
p(ublicity/publicity).
Unit 11
Big business is being asked to explain itsto a growing number of social, ethical and
environmental concerns.
access
approach
way
road
China and South Korea promised anti-dumping.
to avoid
avoiding
avoid
avoided
Oil and mining groups have to make public their payments to developing countries in
to fight corruption.
a trial
an effort
an effect
an advance
Kraft announced in July it would cut fat and sugar in its food, limit sizes and stop
marketing in school.
dieting
eating
portion
part

The company published the first independent audits of their supplier factories, along with
the taken to improve often terrible labour standards.
steps
schedules
acts
activities
FillBlank
Someone who is law-a(biding/abiding) obeys the law.
I(ntegrity/integrity) is the quality of being honest and having strong moral principles that
you refuse to change.
A s(weetener/sweetener) is a gift or money given to persuade someone to do something,
especially in a way that is secret and often dishonest.
Unit 12
The concept behind IKEAs amazing success is unbelievably simple: make affordable,
well-designed furniture available to the .
crowds
masses
groups
humans
It is Ingvar Kamprads ideas and values that are at the of Ikeas philosophy.
heart
centre
core
middle
All Ikea executives are strongly discouraged traveling first or business class.
to
with
about
from
All Ikea executives are aware of the value of cost-.
consciousness
recognition
realization
concern
Mr Kamprad is determined that the group will not public, because short-term
shareholder demand conflicts with long-term planning.
go
exchange
step
advance
The informality and of hierarchy are emphasized by his dress style, with an opennecked shirt preferred to a tie.
short
lack

absent
disappearance
FillBlank
If you are h(umble/humble), you are not proud or not believing that you are important.
Stock e(xchange/ exchange) is a place where shares in companies are bought and sold.
A d(yslexic/dyslexic) person has difficulty with reading and writing.
One of Mr Kamprads characteristics is his obsessive a(ttention/attention) to detail.
Unit 13
Kraft's vision is to consumers' needs and making food enjoyable and healthier.
meet
please
give
provide
In an attempt to encourage growth, some companies offer bonuses for innovation or
hire stars from outside.
fat
rich
thick
vast
Coke, Kraft and Unilever are just a few of the that are struggling to innovate and
build the brands they already have.
vasts
huges
significances
giants

FillBlank
C(ore/core) business of an organization is its main or essential activity.
Expecting immediate r(eturns/returns/return/ eturn) on the investment is not a good
strategy no matter the market.
A f(ocus/focus) group is a small group of people who are asked to discuss and give their
opinions about a particular subject. The information obtained is used by people doing
market research.
A(nonymity/anonymity) is the condition of being unknown or namelessness.
If you are i(ntuitive/intuitive), you use your feelings rather than facts to consider things.
Unit 14
Samsungs market capitalization exceeded .. of Nokia last week as this fact became
evident in the companies first-quarter results.
which
that

those
it
Nokia seems to realize how potentially serious its situation is, but two obstacles in
the way of Nokia regaining authority.
run
drive
sit
stand
FillBlank
As Americans, we believe there ought to be a level playing f(ield/field) for everyone.
Even if we don't expect to finish first, we do expect a fair start.
She seems to be able to anticipate the market, which helps her to stay ahead of the
g(ame/game).

IndiateMistakes
Midterm
1. The way service staff (deal) with (their) customers (reflect) clearly how they
(themselves) are managed.
2. Employees (express) attitudes, behavior and (emotional) towards customers that reflect
their own feelings towards their (work), and these sentiments are (determined) by their
managers.
3. (Employee morale) is (closely), directly and positively (relate) to customer service
(satisfaction).
4. Researchers have (pointed out) that even employees own (perceptions) of quality of
service (they provide) are related to both their personal job satisfaction and (productive).
5. (When) organizations treat their employees (good), the employees treat (their)
customers (accordingly).
6. When organizations and the work group (have) policies and practices (aimed) at
(maintain) service quality, customers will be (happier) with those services.
7. The more a companys employees (have) contact with customers, the more (its) morale
and (organizational) policies (affects) customer satisfaction.
8. All (service) organizations (investment) in (trying) hard (to get) excellent customer
service.
9. Managers in service industry (know) that (other) factors (beyond) their control affect
staff morale, mood and (to service).
10. (Demanding) and rude customers can (weakens) the morale of (staff), (no matter
how) well they are treated by their managers.
Final exam
1. While leadership (can be learnt), it cannot be taught. It is a skill (that), like swimming
or flamenco guitar, is (develop) through personal (experience) and coaching.
2. (It) has become generally (accept) that our organizations need (better) leadership if
they are to survive and prosper in (these) difficult times.

3. (Well-led) companies know that leaders are (made), not born, and (invests) in the
(development) of their future managers.
4. In spite of the energy (devoted) to leadership development, the (return) on investment
rarely comes (up to) the hopes and (expects) of participating executives or company
sponsors.
5. (Accustomed to) planning for annual improvements in her basic business (strategy),
Anne failed (notice) changing priorities in the (wider) market.
6. Although she (had built) a loyal, high-performing team, she had (few) networks outside
her group (to help) her (anticipating) the new demands.
7. Anne needed to (acquire) the (able) to think creatively and (consider) a broader range
of forces in (finding) new strategy for the group.
8. (As) a leader, Ann is expected to (identification) new trends and (spot) new
opportunities in the business (environment).
9. She is (also) expected (to recognize) new partners and (find) new ways of (bring) them
on board.
10. To be (success) at the next level, Anne had to change her (perspective) on (what) was
important and accordingly what she would spend her time (doing).
Resit
1. India (outsourcing companies) now have (a large share) of the US and UK IT service
markets, but Indian and Asian (companies) have found it (is harder) to make headway in
northern and central Europe.
2. Indian IT services companies can provide (large numbers) of skilled graduates (with)
good English. However, (far fewer) Indian graduates speak good German, and Indian
(business) are less experienced in the culture and business practices of mainland Europe.
3. This (cultural gap) and (grow pressure) on companies in Germany (in particular) to cut
costs, present (an opportunity) for eastern European contractors.
4. (When it comes to) IT skills (in depth), India still has (the edge), and IT services
companies in Poland, Hungary and Czech Republic (cannot be compete) on cost alone
with India, Malaysia or China.
5. However, the high standard of (general education) in eastern Europe, and (healthy
supply) of graduates with both languages and business experience, mean that the region is
attracting (interesting) both among the large (outsourcing providers), and among their
customers.
6. In Latvia, for example, there is a (significant pool) of experienced IT (professions)
(particularly) in research institutes - and IT graduates, (says) Valdis Lokenbahs, president
of Dati Group, the countrys largest IT services provider to the western market.
7. Latvias location is an (advantage) in (itself) and an opportunity to (combining) eastern
and western (business cultures).
8. Its IT (experts) can (also) (work) in several European (language).
9. In the European market, language skills are (an issue), (in particular) in tasks (where)
employees deal (direct) with customers.
Midterm

MC 1_reading
BEC Vantage Masterclass Workbook, P.6
WHAT ARE THE ORGIGINS OF COMPANYS STRUCTURE?
If we look at the structures of companies, we can see how they have reflected the current
mix of ideologies at any one time: political, social, legal and economic, to mention but
four. One the other hand, we can also say that structure is a normal feature of human
nature. In other words, we prefer organization to chaos and we respond well to clearly
defined areas of activity. In this way we can see in the earliest communities the
beginnings of organizational structure.
If we look for the practical applications of this thinking, a good starting point is the Ford
Motor Company. Henry Ford, who set up his automobile manufacturing company in
1903, firmly believed that efficiency in the workplace was based on providing just that
mix of knowledge and skills required to carry out a single, often repetitive, task.
Therefore the training provided to his workers focused on what was needed to do the job.
Today, companies structured according to this approach would be considered very
minimalist, since they are only concerned with narrow areas of competence. Modern
management has had to pay much more attention to the needed of the workforce and find
ways to motivate them. Todays worker is not only a unit of production, but also a
resource with clearly defined needs and wants. This, in turn, has had implications for
companies in the way they structure and organize their activities. This move to a more
human face came at a time of rapid industrial change and gave the workers a new
position in the company hierarchy. In addition, management began to change, moving
away from more autocratic models, where a single leader has total power, to broader ones
involving a greater degree of power-sharing. This breadth was reflected in the particular
mix of skills needed for success. These can be summarized as:
planning what needs to be done
leading the team of colleagues and workers who are going to do it
organizing the work in the most efficient manner
controlling what has been done to ensure that it meets the plan.
These four areas have remained the cornerstone of management. While companies may
have changed their hierarchies and become leaner and flatter, the tasks carried out by
managers have remained largely unchanged. The Marketing Manager needs to prepare
the marketing plan, in terms of activities and budgets; then he or she needs to ensure that
the plan is communicated to all those who are to be involved in its implementation; after
this stage come the implementation itself and the manager needs to organize the work of
those who are to carry it out; and finally to complete the process, the results need to be
compared against the plan. What we have stated for the Marketing Manager is repeated
throughout the company, with minor adaptations to fit each departments activities and
concerns.
1. The company structures are based on
four principles.
more than four principles.
human nature.
primitive societies.
2. According to the author, people like to

live in a well-ordered society.

work together on shared tasks
have a degree of risk in their lives.
work in clearly defined organizations.
3. Henry Ford provided
a wide-ranging traning for his workers.
very repetitive training for his workers.
beliefs and visions for his workers.
narrowly focused training for his workers.
4. Todays workers
are simply tools of production.
have lower expectations than their predecessors.
have recognizable requirements and wishes.
are more efficient than their predecessors.
5. According to the author, successful managers need
to exercise a range of skills.
to be good at planning tasks.
to lead by example.
to follow models from well-established companies.
6. Why does the author give marketing as an example?
because it is a typical management area
because it is a unique management area
because marketing is central to all company structures
because companies today are marketing-driven
MC 2_ Reading
Cambridge BEC Vantage, test 3, part 3, p 62
MORNING, NOON and NIGHT
The long-hours culture at work
Working an eight-hour day is a luxury for most professional people. Nowadays, the
only way to guarantee an eight-hour working day is to have the kind of job where you
clock on and off. Those professionals who have managed to limit their hours to what was,
20 years ago, the average do not wish to identify themselves. I can quite easily achieve
my work within a normal day, but I dont like to draw attention to it, says one sales
manager. People looked at me when I left at 5 oclock. Now, I put paperwork in my bag.
People assume Im doing extra hours at home.
But more typical is Mark, who works as an account manager. He says, My contract
says I work from 9 until 5 with extra hours as necessary. It sounds as if the extra hours
are exceptional. In fact ,my job would be enough not only for me, but also for someone
else part-time. The idea of an eight-hour day makes me laugh! He says he has thought
about going freelance but realises that this doesnt guarantee better working hours.
Professors Cary Cooper, occupational psychologist at the University of Manchester,
is the author of the annual Quality of Working Life survey. The most recent survey found
that 77% of managers in Britain work more than their contracted hours, and that this is
having a damaging effect on their health, relationships and productivity. Professor Cooper

is critical of the long-hours culture. He says that while bosses believe long hours lead to
greater efficiency, there is no evidence to support this. In fact, the evidence shows that
long hours make you ill.
There are, he says, steps that can be taken. One is to accept that the in-tray will never
be empty. There are always things to do. You just have to make the rule that on certain
days you go home early. Prioritising work and doing essential tasks first helps, he says.
He also thinks its time to criticize bad employers and unreasonable terms of
employment. By all means, show commitment where necessary but when expectations
are too high, people have to begin saying openly that they have a life outside of work.
Personal development coach Mo Shapiro agrees that communication is important.
Staff need to talk to managers about the working practices within a company. Both parties
should feel that the expectations are realistic and allow them to have responsibilities and
interests outside work. She recongnises, however, that in many organizations the response
might well be, If you want more interests outside work, then find another job.
She believes that senior staff have a duty to set an example. I recently worked for a
firm of solicitors where the partners started at 7.30am. What kind of message is that to
send to the staff? She believes there is no shame in working sensible hours C in fact
quite the reserve. Some people might be in at 7.30am but will be doing very little. You
can work really hard from 9 to 5 and achieve the same. If you find it difficult to achieve
an eight-hour day, there is, as a last resort, the old trick of leaving your jacket on your
chair and your computers switched on, even after you have left the building.
13. What does the writer say in the first paragraph about people who work an eight-hour
day?
They are reluctant to admit to this.
They are disliked by their colleagues.
They are limited to certain professions.
They often catch up on work in the evenings.
14. What does Mark say about his work?
His main concern is job security.
Too much of his time at work is wasted.
The terms of his contract are misleading.
He objects to being given other peoples work.
15. What does Cary Cooper say about recent trends in the workplace?
He believes that a long working day is counter-productive.
He has doubts about the results of the Quality of Working Life survey.
He says that employers should accept the link between working hours and safety.
He argues that further research is needed into the relationship between work and health.
16. How does Cary Cooper think people should deal with the requirements of the
workplace?
Obtain help in negotiating terms of employment.
Let people know when demands are unreasonable.
Delegate the less important work to other staff.

Accept that the modern workplace is a competitive place.

17. What does Mo Shapiro see as a problem for employees today?
They lack the communication skills that modern business requires.
Many employers would not regard requests for shorter hours favourably.
Most employers do not want to be responsible for the professional development of staff.
They have difficulties adapting to the rapid changes occurring in working practices.
18. What does Mo Shapiro think about present working hours?
In many companies senior staff need to work a long day.
The best staff are efficient enough to finish their work within eight hours.
There are too many staff deceiving employers about their hours of work.
Top executives should use their influence to change the long-hours culture.
MC_ Reading 3
BEC Vantage Test builder Test 2, part 3, p.41
SELECTING YOUR BUSINESS NAME
SELECTING YOUR BUSINESS NAME
The right business name is important. If you choose the wrong one, you might end up with
something that sends all the wrong messages. To be successful, your business name needs to
define your identity and say whats special about what you are offering. Think about the market
you want to sell into, and why your customer will prefer to buy your product or service rather
than someone elses. A good business name is one that tells customers what to expect. For
example, Early Learning Center appeals to parents because it tells them that the toys it sells are
educational.
Illiterate names have caught on everywhere, that is names that involve deliberately
misspelled words. Kwik-Fit, the company that promises to fit car parts speedily, was one of the
fist in the UK. The name was the brainchild of Kwik-Fits chief executive, who, as a schoolboy,
earned extra pocket money cleaning ovens. He advertised himself as Kookers Kleaned! Some
people grumble about these misspellings, arguing, for example, that children will copy them, but
even these purists dont hesitate to buy an ice cream from Phun Phlavours! These misspellings
work because they catch the eye. The trouble is, as more and more are invented, they lose their
impact.
But unusual names are not always the most effective. Names like Tie Rack or Body Shop
which just say what your company is about can work just as well. They are short, and they have
an honest no-nonsense ring to them. Sometimes using a personal name can achieve the same
effect: Laura Ashley projects a gentle and elegant image that makes the customer feel comfortable
about buying that companys products.
If you are providing a service, decide whether your company name should describe our
customers problem or your unique solution to the problem. For example, a vehicle breakdown
service could call itself Panic Breakdowns, which only serves to emphasize the negative state of
mind of the customer; or Instant Rescue, which sends out a reassuring message that help is at
hand. Which name would you select if you had a burst water pipe: Flood Warning or Peace of
Mind?
Consider too the impact your name will have when people hear or read it. What effect does it
have when spoken over the telephone? Snappy Happy Snaps may describe your photographic
agency, but it sounds ridiculous over the phone. When your name appears in Yellow Pages or
similar directories, usually amongst a hundred others offering a similar service, you want yours to

be the one that catches the eye. One trick is to ensure that the first letter of your name appears
early in the alphabet. A business in Finland called itself by the meaningless name Quello, simply
because there is no letter Q in Finnish, so Quello was the only entry in the directory under that
letter!
If you deal with overseas customers, check that your name wont cause your problems. A
good translation agency will help you avoid the trap of choosing a name that means something
offensive in another language. There is a famous case of stick deodorant manufactured by an
Asian company who had selected a name which meant something really bad in English. The
matter was made worst by the instruction printed on it in English, which read Push up bottom.

49. According to the writer, a business name is a good one if it

identifies your market needs.
avoids confusion with other companies.
creates a different kind of image.
persuades people to use your company.
50. What is the writers attitude to the use of illiterate names?
They have been used so much that people no longer notice them.
They are bad because children will learn wrong spellings.
They are good because people find them amusing.
They fail to describe the service or product accurately.
51. What does the writer like about simple company names?
They accurately describe the product.
They inspire confidence.
They give a personal touch.
They are easy to remember.
52. Which name, Flood Warning or Peace of Mind, would the writer probably prefer?
Flood Warning because it shows the company understands the problem.
Peace of Mind because Flood Warning sounds more serious than burst pipe.
Peace of Mind because it is designed to comfort the customer.
Flood Warning, because few people know the expression peace of mind.
53. According to the writer, you can help to make your company name stand out by
using an initial letter that gets your name into the front of directories.
making sure the name that people has an unusual letter in it.
choosing a short name that people can say easily over the phone.
putting your advertisement in several directories.
54. What advice does the writer give to companies who sell overseas?
Provide a translation of your company name into your customers language.
Use a good translation agency to translate the product instructions.
Describe your product in simple language that a foreign customer can understand.
Be sure that your company name is not a rude word in another language.
Matching 1_Reading
BEC Vantage Masterclass Workbook p24
Read the article about dress codes. Choose the best sentence from below to fill each of
the gaps. Do not use any letter more than once.
DRESS CODES
The dotcom boom at the end of last century had many effects on our behavior at work.
Industry observers have commented for years about the more relaxed style of the hi-tech

start-up companies. Flat, non-hierarchical structures and a very informal communication

style are to symptoms of this style which can be observed from within one of these
companies. (0) G
For years the dark suit, the plain white shirt and the sober choice of tie have been the
corporate uniform of men at work. (1). . Large organizations even had a written
dress code which specified the limited range of colours and styles that the employee
could choose from. Only in the so-called creative industries such as advertising were
employees encouraged to show their individuality.
Towards the end of the twentieth century, we began to see earliest signs that the days of
corporate conformity were coming to an end. Some companies introduced casual Fridays
on which employees could celebrate the approaching weekend by discarding their suits
and ties and putting on chinos and sport shirts. (2). . These developments move at
different speeds in different parts of the world. The impetus, as with many business
trends, comes from America, and it is hear that you are most likely to see the abovementioned jeans and T-shirt worn by the CEO of Silicon Valley-based electronics
multinational. (3). . The feeling in these institutions is that they still need to adapt to
the customers cultures rather than impose their own.
Business behavior is not only influenced by the States. Climate and culture also have a
large role to play. In many Asian cultures, business people dress conservatively but, its
hot, they do not feel obliged to wear jackets. (4). . The chic little black dress might
be the ultimate in good dress sense to a French secretary but much too flimsy for a
businessperson brought up in a Muslim community.
For the international business person, the best advice is probably to err on the side of
conservatism. (5). . We need to be aware of the signals we send through our dress. He
regimental tie might be a badge of honour for the traditional English male but could be
considered old-fashioned military posturing by the younger generation.
A. However, in many cases jeans and T-shirts were not encouraged at that time.
B. Looking too smart is definitely preferable to appearing too casual.
C. Dress is a sign of internal culture of the organization.
D. In contrast, European companies often made distinctions between staff who work
face-to-face with customers as opposed to the back-office boys.
E. Women joining these companies were expected to conform by wearing dark suits and
conservative blouses.
F. In addition, businesswomen in many countries continue to wear traditional dress and
may be offended by Western women who they feel are dressed provocatively.
G. The most visible external sign of this relaxed style is the way that most employees
tend to dress down.
1-E;2-A;3-D;4-F;5-B
Matching 2_reading
BEC Vantage Masterclass Workbook p26
Look at the statements below and the information about training courses. Which course
(A, B, C or D) does each statement 1-7 refer to? For each statement, mark one letter.
1. You will not need to use some of these letters more than once.
2. This is an active course where other people give you their opinions on your
performance.

3. This course deals with translating what a customer wants into actual sales.
4. You will be introduced to system for processing customer information.
5. It helps sale people finalize the deal.
6. You will need to understand yourself as well as understand your customers.
7. You will analyze the personalities of other members of your sales team.
A. CLOSE THE SALE
This course focuses on the final and absolutely vital phase of the sales process.
Do you have difficulty getting the customer to sign on the dotted line? Do your monthly
sales figures disappoint you and your Sales Manager? If the answer is yes, this course is
the one for you. We will be looking at the transition from establishing the need to making
the sale.
B. RAPPORT BUIDLING
Selling is 80% about relationships. The key to success are self-knowledge and customer
knowledge. Starting with a 360-degree profile we will be building your understanding of
your own strengths and weaknesses. Then we will be looking at the strengths and
weaknesses of the rest of your team and focusing on the relationships. This will be the
springboard to some real learning as we simulate the sales relationship. A really insightful
course which will lead to greater understanding and skill.
C. CUSTOMER MANAGEMENT
A two day course which introduces you to a key resource the CMT the Customer
Management Tool. Based on the very CDB- an easy-to-use customer database the CMT
is a powerful tool. It allows you to actively manage your customers and so maximize
sales. Sales action planning becomes transparent and a really effective way to manage
yourself and your team.
D. DEALING WITH OBJECTIONS
An objection can kill the sale just at the moment you thought you had it all signed and
sealed! The customer hasnt got the budget, the competitor has a long-standing
relationship, the price is not flexible enough. Dealing with these sorts of objections is the
real skill of selling. This one-day workshop is based on role-plays and feedback. Our
workshop leader-Pat Niven- will take you through the key steps to dealing with
objections and then give you the chance to put your new-found skill into practice.
1-D;2-A;3-C;4-A;5-D;6-B;7-B
Matching 3_reading
Choose the best sentence (A-G) to fill in each of the gaps. Do not use any letter more
than once. There is an example at the beginning.

Cambridge BEC Vantage Test 1, part 2, p. 20

GETTING THE BEST FROM YOUR STAFF
Ed Smith, a senior manager for Trustco Ltd in Worcester, used to work a minimum of 70
hours a week. He travelled regularly between the UK and USA and began to feel he had

become almost a stranger to his wife and his two young sons. (0) .........G........ . This idea
worked.
These days, he still goes to work very early but he also leaves early. He now sees his
children before they go to bed and then does about an hour's work by computer from
home in the evening, keeping in touch with American colleagues. (1).................. . The
key to Ed Smith's changing his hours was persuading his employer that he and other staff
were more productive when they worked the hours that suited them. This is easier said
than done, of course. (2).................. . Many of them are slow to realise the benefits of
letting employees work fewer or more flexible hours.
A recent survey of five thousand senior managers found that nearly half of them always
worked more than their contract hours, while many worked evenings and weekends. A
majority thought that this not only had a negative effect on their family relationships and
their health, but also reduced their productivity. (3).................. . It seems that it is job
satisfaction that is the deciding factor when it comes to employee productivity.
However, the good news is that more employers are now starting to realise that they are
only going to get higher output from their staff if those staff are happy and want to be at
work. (4).................. . His company have brought in changes partly for competitive
reasons. The research and development part of the business employs highly trained
scientists, who are expensive to replace. (5).................. . The employees seem to be very
happy with the new arrangements and, as a result, productivity rates have gradually but
consistently increased and staff turnover rates have fallen dramatically. According to Ed
Smith, many companies would benefit from a similar scheme, and everyone, from
directors to employees' families, would have something to gain.
A. Ed Smith's new working hours are just one example of the attempt to alter corporate
culture.
B. This adds to the increasing evidence that long hours are not necessarily useful hours.
C. They are often willing to accept that happy employees produce more.
D. He admits to feeling much happier, and believes he has established a balance between
work and home life.
E. It can be difficult to persuade organisations that a change of this type is in their
interest, too.
F. To keep them happy, 'trust time' has been introduced, where the company trusts
employees to do what is required, in whatever time it takes.
G. Realising that he was putting himself under too much stress, he decided to try to
change his working hours.
1-D;2-E;3-B;4-A;5-F