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(y )(y )
4
Business
A2.3
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4
Business
Berlitz Languages, Inc.

Princeton, NJ
USA
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Author: Denise Kruelle

Business 4
Berlitz thanks the many instructors, editors, and others who have contributed to the creation of
Business .
Photo Credits:
Photographers: Araya Diaz and Jonathan Greathead.
Copyright © 2009, 2007 Berlitz Languages, Inc.
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means,
electronic or mechanical, including photocopying, recording or by any information storage and retrieval
system without permission in writing from the Publisher.
Printed in China
ISBN 978-1-59104-861-9
For use exclusively in connection with Berlitz classroom instruction.
Published by:
Berlitz Languages, Inc.

400 Alexander Park
Princeton, NJ 08540
USA
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Congratulations!
You have chosen the fastest, the most effective, and the most enjoyable way to learn English.
We’d like to take this opportunity to make a few recommendations.
You cannot become a fluent English speaker by only taking lessons. You must practice English outside the class
as well. Listen, speak, read and write as often as you can. It is the effort you put into the study process that
determines what you get out of it. Only you can make yourself a good speaker.
Here’s what you can do. Give yourself 15 minutes a day to go through the steps below.
Whenever you come across a new skit or dialogue

• listen to the CD without looking at the text;
• listen to the CD while looking at the text;
• shadow the CD while looking at the text;
• shadow the CD without looking at the text;
• read the text aloud;
• listen to a sentence and repeat it without looking at the text;
• listen to a sentence and write it without looking at the textbook;
• repeat the whole skit from memory;
• repeat all the steps above at least twice.
If you follow these steps every day, memorizing the skits becomes easy. Shadowing helps you build pronunciation
and fluency skills; repeating without looking at the text will improve your listening and grammar accuracy.
Initially, it is a good idea to stick to these steps. Once you have decided to spend more time on your English
studies, you can start focusing on extensive reading and extensive listening.
The temptation is to pick up a newspaper or thick paperback. This would be a mistake. It is best to start with
very simple books. Best of all are graded readers for English learners. Most major publishers offer these, so there
is plenty of choice. These books are graded by level. You should start from a level where you can understand
(almost) everything without consulting a dictionary. Read plenty of books in that level and then gradually
move on to higher levels. Before long you will find yourself reading a thick book without needing a dictionary!
Many Language Centers have graded readers for students to read. Ask your counselor for information.
Similarly, when you listen, start with an easy piece. Many graded readers have CDs. Audio books are also great
for this. If you are at a level where you are ready to listen to the news, make sure you start with a familiar
topic. Try listening to a news item in your native tongue first, then listen to the coverage of the same story in
English on CNN or the BBC.
Lastly, most lessons will start with a little small talk. Give a little thought to what you want to talk about before
you come to class. If you want to talk about a movie you saw last weekend, find out its English name and look
up any difficult words you will need to tell the story. This kind of preparation will help you speak more fluently
in likely real situations outside of class too.
Remember, your effort is the key to successful language acquisition. We wish you the very best of success in
your English studies!
The Staff
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Business 4
Chapter Pages Topics Objectives Structures
1
8–17 Networking Talking about networking Expressions with get
Business relationships Developing relationships Relative clauses with
Trade shows Exchanging information subject pronouns: who,
Business contacts Following up which, that
Future progressive
2
18–29 Markets and the marketing Describing the marketing Present unreal conditional
mix mix Expressions used to present
Market research Defining markets and alternatives: on the one
Marketing and The product life cycle consumers hand …, on the other hand;
advertising Advertising Talking about advertising either … or; etc.
Discussing marketing
alternatives
3
30–39 Customer expectations Talking about customer Past perfect, past perfect
Customer service skills expectations progressive tenses
Customer loyalty Describing customer service Adjectives to describe
Customer service experiences emotions
Assisting customers
Discussing customer loyalty
4
40–49 The role of management Discussing the role of Nouns and adjectives with
Company mission and management out-
objectives Defining the company Review: verb + infinitive,
Strategic Priorities and strategies mission and objectives verb + gerund
management Company performance Analyzing the situation Past conditional
Evaluating performance
5
50–59 The purpose of meetings Explaining reasons for a despite, in spite of
Options and alternatives meeting Expressions for
Plans and proposals Discussing pros and cons accepting / rejecting
Meetings Summary and closing Evaluating proposals proposals
Summarizing a meeting Expressions used in building
an argument
6
60–63
Review
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Business 4
Chapter Pages Topics Objectives Structures
7
64–73 Recruitment Discussing recruitment Reported speech
Applicants Responding to applicants Permissives: allow, permit,
Employment policies Describing policies and let
Human resources Benefits benefits
Performance reviews Talking about performance
reviews
8
74-83 Bank services Talking about bank services Relative clauses, object
Financial documents Discussing financial data form: the bank that / which
Investments Talking about investing we use …, the financial
Banking and Asking for and giving advice advisor that / whom we
finance consulted …
Mixed conditionals: if we
had managed our finances
better, we wouldn’t need to
borrow money now
9
84–93 Travel plans Talking about travel plans in case, unless
At the airport Getting around the airport Causative, active form: I
Aboard the plane Getting around the plane have a travel agent book
Business travel Meeting a visitor my flights, I get a travel
agent to book my flights
because of, although
(review)
10
94–103 Media Describing ways to get the Verbs used in reporting
Business news news Causative, passive form:
Reporting news to others have something done
Business news Managing the news
Making predictions
11
104–113 Types of negotiations Discussing types of Using softeners: a bit, a
Negotiation tactics negotiations little, slightly, not quite
Offers and proposals Using common negotiation Stating conditions: but only
Negotiations Concessions and tactics if, on the condition that, as
compromises Setting objectives long as, provided
Making proposals and
counterproposals
Compromising / making
concessions
12
114–117
Review
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Chapter 1
Business contacts
Topics
Networking
Business relationships
Trade shows
Objectives
Talking about networking
Developing relationships
Exchanging information
Following up
Structures
Expressions with get
Relative clauses with subject
pronouns who, which, that
Future progressive
1 Are you going to the trade show? Track 1

Ken: Good morning, Liz.
Liz: Hi, Ken. Are you going to the trade show next week?
Ken: Definitely. I’m getting ready for it now. I’ll be showing our new product
line. How about you?
Liz: I’ll be meeting with some new customers at the exhibit booth.
Ken: I have a presentation on Monday afternoon. Let’s get together after that.
Liz: OK. Stop by the exhibit hall. I’ll be working there.
8 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Chapter 1
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Talking about networking

2 What is networking?
net·work·ing (noun)–the exchange of information or services among individuals, groups, or institutions;
specifically: the cultivation of productive relationships for employment or business.
Source: Merriam-Webster’s Collegiate Dictionary, Eleventh Edition
3 Where do people network?

Name Location Visitors
Bologna Motor Show Bologna, Italy 1,200,000
International Engineering & Technology Fair New Delhi, India 1,150,000
International Agricultural Fair Novi Sad, Serbia 600,000
CeBIT Hannover, Germany 480,000
Frankfurt Book Fair Frankfurt, Germany 270,000
ANUGA International Fair for Food & Drink Technology Cologne, Germany 161,000
Forest & Forest Products Minsk, Belarus 160,000
Tokyo Game Show Tokyo, Japan 160,000
CES Consumer Electronics Show Las Vegas, USA 144,000
IMM International Furniture Fair Cologne, Germany 125,000
Source: http://en.wikipedia.org/wiki/Trade_fair
• Networking events • Online

• Trade shows • Professional associations
• Conventions and conferences • Special interest groups and clubs
4 Expressions with get
Networking events give businesspeople a chance to get together.

To get ready, set some goals or challenges for yourself such as, “I will meet at least five new people.”
It’s usually a good idea to get to the event a little early.
Don’t worry if you don’t get around to talking to everyone.
Afterwards, be sure to get in touch with the people you talked to, especially any “hot prospects.”
If you promised to send information, you should get back to your new contacts within a week.
Business Level 4 • Chapter 1 ©2009, 2007 Berlitz Languages, Inc. 9
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Developing relationships
5 Culture corner: here’s my card
Business cards are often exchanged to build business relationships.
When do you give your business card to someone?
When do you ask for someone’s card?
Do you always carry business cards with you? Why (not)?
6 Introductions
Mr. Lee, I’d like to introduce Peter Crawford. He’s the president of AP.
How do you do, Mr. Crawford? It’s a pleasure meeting you.
I’m pleased to meet you, too, Mr. Lee.
I don’t believe we’ve met. Allow me to introduce myself. I’m Kurt Williams.
Nice to meet you, Mr. Williams. I’m Stephen Becker.
Tom, I’d like you to meet Kay Brady. Kay is in charge of our Boston office. Kay, this is Tom Clark.
I’ve heard a lot about you, Ms. Brady. It’s nice to finally meet you.
Nice meeting you, too. Please, call me Kay.
Hello. My name is Jim Stanley.

Pleasure to meet you, Jim. I’m Chris Thompson. Is this your first time at one of our events?
Yes, it is. I just joined the group last month.
Well, let me know if you have any questions. I’d be happy to answer them.
Thank you.
7 Starting a conversation Tracks 2 and 3

Conversation 1 Conversation 2
Janet and Ted are at a trade show. Ron and Bill met each other in Toronto.
Ted is making a presentation later. Ron has left Nike for another company.
Janet and Ted work in the same industry. Sarah works in Tokyo with Ron.
8 Breaking the ice with visitors at your booth
I see you are looking at our … line / model / display.

I noticed you were reading through our literature.
listening in on my earlier demonstration.
What would you say in these situations?

• A visitor at your trade show booth is playing with all the buttons on one of your demo models.
• You see someone carefully reading one of your company brochures.
• You see someone who looks very familiar near your display.
• Somebody is collecting all the freebies you have laid out. Tip!
freebie = free item
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Exchanging information
9. Contact management
How do you keep track of your contacts?
Do you have a contact management system?
What kind of information can you enter into it?
What kind of information do you think is useful?
How regularly do you get in touch with existing and potential customers?
10 Getting to know someone
Carl Hoffman
Engineer
Atlantic Biofuel, Inc.
Address: 1925 Main St., San Diego, CA 92101
Business phone: (619) 124-3614
Business fax: (619) 124-3615
Mobile/cell phone: (619) 361-4923
E-mail: choffman@atbf.com
Notes: talked about biofuels at expo in Dec.
Interests: jogging, hiking, deep sea fishing
11 Relative clauses with subject pronouns who, which, that
Carl is an engineer. He talked about biofuels.

Ä Carl is the engineer who / that talked about biofuels.
We will go to the convention. It will be held in Prague. Tip!

Ä We will go to the convention that / which will be held in Prague.
In spoken English,
Have you met Carl Hoffman? who is more
Is he the engineer who made the presentation at our last meeting? commonly used
No, he’s the one who talked about biofuels at the expo in December.
than that; that
Are you planning to go to the Mobile Tech Show? is more common
Do you mean the trade fair that will be held in Prague next month? than which.
12 Getting referrals
Do you know anyone who … might be interested in our products?

Who do you know who … is planning to expand their business?
has just opened up a new office?
is moving into this area?
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Following up
13 It was a pleasure meeting you
From: Marta Ramirez [m.ramirez@millerdata.co.uk]
To: thomas.wilson@plexus.com
Subject: PC Expo
Dear Mr. Wilson,
It was a pleasure meeting you last week at the PC Expo. I would very much like to continue our
discussion of your current database systems and the improvements you would like to make to them.
I expect to be in New York next week. Could we arrange a time to meet?
Sincerely,
Marta Ramirez
14 On the phone Tracks 4 and 5

Conversation 1
Mr. Yoshimoto met Ms. Harris b . a) at a networking event b) at a trade show
The event took place a . a) last week b) last month
They will get together a . a) next Monday at two b) next Tuesday at one
Conversation 2
Ms. Suarez has read the literature a . a) Mr. Yoshimoto gave her b) Mr. Yoshimoto sent to her
She would like to b . a) place an order b) learn more about the products
She and Mr. Yoshimoto will meet b . a) at Mr. Yoshimoto’s office b) at Ms. Suarez’s office
15 Future progressive
Monday Tuesday
7:30 Chamber of Commerce breakfast 10:00 Meeting with M. Foley
11:00 Product demo at IBS Inc. 12:30 Lunch with Rob
2:00 Meeting with Tim Burr, Alba Inc. 2:00 Call Mr. Lee, Seabreeze Elec, set up mtg. to
4:00 Call Shelley Boyd, TrendWatch confirm appt. discuss new contract
Send demo software to Jill Greenberg, Gamma Send thank-you note to Bill Johnson re: IBS referral
Comm Submit quarterly report by end of day
Invite Jack Taylor (eTech) to lunch—try for Friday
Bill is attending a meeting now. He will be attending a trade show next week.
What will you be doing in Frankfurt? Will Liz be attending?

I’ll be attending the annual book fair. Yes, she will. / No, she won’t be attending this year.
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16 You’ve got mail: announcing an event

From: AmCham [members@amcham.org]
To: [recipients not disclosed]
Subject: New Member Luncheon
Dear Members:
Please join us in welcoming the new American Chamber of Commerce members at a luncheon to be
held in their honor.
Location: Hyatt Regency Hotel, Garden Terrace

Date: June 22
Time: 1:00 p.m–3:00 p.m.
Guest speakers will include: Gary Robertson, the newly-appointed US Ambassador and Tomas
Gutierrez, Economics and Trade Minister.
RSVP by June 10 to: members@amcham.org
Sincerely,
Allison Moore
Membership Secretary
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Chapter check
Now you can …
A Talk about networking

Where do people network?
B Develop relationships
Nice to meet you! My name is …
C Exchange information
Carl Hoffman
Engineer
Atlantic Biofuel, Inc.
Address: 1925 Main St., San Diego, CA 92101
Business phone: (619) 124-3614
Business fax: (619) 124-3615
Mobile/cell phone: (619) 361-4923
E-mail: choffman@atbf.com
Notes: talked about biofuels at expo in Dec.
Interests: jogging, hiking, deep sea fishing
Carl is the engineer who talked about biofuels.
D Follow up
From: Marta Ramirez [m.ramirez@millerdata.co.uk]
To: thomas.wilson@plexus.com
Subject: PC Expo
Dear Mr. Wilson,
It was a pleasure meeting you last week at the PC Expo. I would very much like to continue our
discussion of your current database systems and the improvements you would like to make to them.
I expect to be in New York next week. Could we arrange a time to meet?
Sincerely,
Marta Ramirez
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Chapter 1 homework > go to answers
A Talking about networking

“It’s not what you know but who you know.” This famous proverb means connections are more important
than education or experience. Do you agree or disagree? Explain your answer.
Yes, I agree with the proverb, sometimes we need to have the right contacts
to help us to make thing easier, nevertheless we also need to have the string
knowledge to show our skills
B Developing relationships
You’ve just introduced yourself to a foreign client visiting your Tokyo office. What questions would you ask
him to break the ice?
Is this your first time in Japan?

1.
How was your trip?
2.
Do no know anything about Tokyo?
3.
Would you like to eat local deserts?
C Exchanging information
How important are referrals to your company? Explain your answer.
Referrals are really important, because it show how satisfied are the
customers with our products.
D Following up
Explain what you’ll be doing tomorrow at the following times:
Sleeping
At 4:00 a.m. I’ll be
I'll be still sleepting
At 7:30 a.m.
I'll be at NRFM working
At 9:00 a.m.
I'll be taking the lunch
At 12:20 p.m.
I'll be in a meeting
At 3:00 p.m.
I'll be getting out of the work
At 7:25 p.m.
I'll be watching tv
At 9:15 p.m.
I'll be sleeping
At 1:45 a.m.
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Chapter 1 audio scripts

1 Are you going to the trade show? Track 1
Ken: Good morning, Liz.
Liz: Hi, Ken. Are you going to the trade show next week?
Ken: Definitely. I’m getting ready for it now. I’ll be showing our new product line. How about you?
Liz: I’ll be meeting with some new customers at the exhibit booth.
Ken: I have a presentation on Monday afternoon. Let’s get together after that.
Liz: OK. Stop by the exhibit hall. I’ll be working there.
7 Starting a conversation Tracks 2 and 3
Conversation 1
Janet: Hello, I don’t think we’ve met yet. I’m Janet Powers.
Ted: I’m Ted Johnson. I see you’re with the Pharmacists Association.
Janet: That’s right. I organize our educational programs. And you?
Ted: I’m involved in clinical research at Bio Gen. Are you enjoying the conference?
Janet: Oh, yes. It’s important for me to keep up with the latest trends and developments.
Ted: If you’re interested in homeopathic medicines, I’ll be making a presentation later on today.
Janet: I’ll have to check the schedule, but I hope I’ll be able to catch it. By the way …
Conversation 2
Bill: Ron? Ron King? I’m Bill Larsen. We met at the trade show in Toronto last April.
Ron: Oh, yes, of course. Good to see you again, Bill.
Bill: Are you still at Nike?
Ron: Yes, I’m working in our Tokyo office these days. Have you met Sarah Lyons from our New York office?
Bill: No, not yet.
Ron: Well, then, why don’t I introduce you? Sarah …
Conversation 1
Mr. Yoshimoto: Hello, Ms. Harris. This is Masaki Yoshimoto. We spoke last week at the trade show. You asked me to give
you a call this week to talk more about our new service package.
Ms. Harris: Yes. Thanks for getting back to me. Could we set up a meeting next week to discuss this in person?
Mr. Yoshimoto: Sure. What day would work best for you?
Ms. Harris: Let’s see … How about next Monday afternoon at two o’clock here at our offices?
Mr. Yoshimoto: That sounds great. I’ll see you then.
Conversation 2
Mr. Yoshimoto: Masaki Yoshimoto.
Teresa: Good afternoon, Mr. Yoshimoto. This is Teresa Suarez of BT Information Systems. I’ve looked over the
literature you gave me at the trade show.
Mr. Yoshimoto: Terrific. What do you think?
Teresa: I’m interested in getting together and finding out more about your products. Could we meet in my
office on Tuesday at ten o’clock?
Mr. Yoshimoto: Sure. I’ll be there. I look forward to seeing you again.
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Chapter 1 homework answer key > back to questions
A Talking about networking

“It’s not what you know but who you know.” This famous proverb means connections are more important
than education or experience. Do you agree or disagree? Explain your answer.
Well, this really depends on the situation. For example, in politics, connections play a very big role in
how effective you are as a politician. On the other hand, you can’t be a doctor unless you’ve graduated
from medical school. Moreover, you can’t be a commercial pilot unless you have enough flying hours. So,
I think a combination of connections, education, and experience is the key.
B Developing relationships
You’ve just introduced yourself to a foreign client visiting your Tokyo office. What questions would you ask
him to break the ice?
Is this your first time in Japan?

1. What do you plan to do while you’re here?
2. Do you like Japanese food?
3. Will you have time to go sightseeing?
C Exchanging information
How important are referrals in your company? Explain your answer.
Referrals are extremely important in our company. I’m a sales representative and I think about 30% of
my sales come from referrals. Our company realizes this and so has implemented a training program
to help us get as many referrals as possible. I think the key to getting referrals is not only the quality of
your products, but also the flexibility of the sales representative.
D Following up
Explain what you’ll be doing tomorrow at the following times:
At 4:00 a.m. I’ll be sleeping.

At 7:30 a.m. I’ll still be sleeping.
At 9:00 a.m. I’ll be walking my dog around my neighborhood.
At 12:20 p.m. I’ll be having lunch.
At 3:00 p.m. I’ll be attending a meeting.
At 7:25 p.m. I’ll be sitting on a train.
At 9:15 p.m. I’ll be having a dinner with my family.
At 1:45 a.m. I’ll be sleeping.
1 3/30/09 10:56:10
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Chapter 2
Marketing and advertising

Topics
Markets and the marketing mix
Market research
The product life cycle
Advertising
Objectives
Describing the marketing mix
Defining markets and consumers
Talking about advertising
Discussing marketing alternatives
Structure
Present unreal conditional
Expressions used to present
alternatives: on the one hand …,
on the other hand ; either … or;
etc.
1 We wrapped it up last week Track 6

Thelma: Have you gotten the results of the market study yet?
David: Yes. We did a survey last month of 1,800 businesses, and it looks like
the XL 1500 has excellent potential.
Thelma: How does it compare with the printers offered by the competition?
David: That’s the most important thing. Right now, the XL 1500 has features
that no other printer on the market has.
Thelma: Hmm. That means that if we move fast, we may be able to corner
the market.
David: The way I see it, Thelma, we’ve got no time to lose. Sooner or later,
someone is going to introduce something just like the XL 1500.
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Describingthe
Describing themarketing
marketingmix
mix
22 Product
Product
Theword
The wordproduct
productisisused
usedtototalk
talkabout
aboutboth
bothgoods
goodsand
andservices.
services.Companies
Companieswith
withsuccessful
successfulproducts
productshave
have
aagood
goodunderstanding
understandingofofthe
themarket
marketand
andtheir
theirtarget
targetcustomers.
customers.
Examplesofofgoods
Examples goodsand
andservices:
services:
Goods
Goods Services
Services
automobiles
automobiles banking
banking
pharmaceuticals
pharmaceuticals insurance
insurance
appliances
appliances communications
communications
Does
Doesyour
yourcompany
companyproduce
producegoods
goodsororprovide
provideservices?
services?
33 Price
Price
Price
Priceisisprobably
probablythethemost
mostimportant
importantfactor
factorininpositioning
positioningaaproduct
product Price
Price
within
withinaaparticular
particularsector
sectorofofaamarket.
market.AAhigh
highprice
priceplaces
placesthe
theproduct
productatat
the
thetop
topend
endofofthe
themarket,
market,where
wheresales
salesare
areusually
usuallylow,
low,but
butprofi
profit tmargins
margins
are
arehigh.
high.AAlow
lowprice
pricemeans
meansthe theproduct
productcompetes
competesininthethemass
massmarket,
market,
where
wherelarge
largesales
salesvolumes
volumesand andlow
lowmargins
marginsare arecommon.
common.
What
Whatusually
usuallyhappens
happenstotothe
thedemand
demandforforaaproduct
productififitsitsprice
pricerises?
rises?
Why
Whydo
docompanies
companiessometimes
sometimescutcuttheir
theirprices?
prices? Demand
Demand
44 Place
Place
Place
Placedescribes
describesa)a)where
whereaacompany
companyand
anditsitsproducts
productsare
arepositioned
positionedininthe
themarket
marketand
andb)b)how
howthe
theproducts
products
will
willbebedistributed.
distributed.
Types
Typesofofretailers
retailers
department
departmentstore
store producer
producer
dealership
dealership
specialty
specialtyshop
shop
online
onlinestore
store
hypermarket
hypermarket wholesaler
wholesaler retailer
retailer consumer
consumer
55 Promotion
Promotion
print
printmedia
media signs
signsand
anddisplays
displays audio-visual
audio-visualmedia
media word
wordofofmouth
mouth
BusinessLevel
Business Level44••Chapter
Chapter22 ©2009,2007
©2009, 2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. 19
19
151_1_G4_Tex_Odd_CS3 3 Ch2:19 3/23/09 10:56:10
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11:45:13 PM
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(y ) (y )
Defining markets and consumers

6 What kind of market is it?
depressed market buoyant market
low-end market niche market
expanding market price-resistant market
mass market shrinking market
mature market high-end market
price-sensitive market young market
7 Market research
The goal of market research is to find out more about existing and / or potential customers, products,
and markets. The results provide information which can help companies decide whether to invest in new
products or suggest ways of improving existing products or marketing strategies.
CONSUMER INFORMATION PRODUCT INFORMATION

Demographics Behaviors and activities Product development Customer satisfaction
age hobbies competing brands most / least useful
gender interests interest in concept features
income shopping habits pricing degree of loyalty
marital status occupation areas for improvement
size of household
8 On the phone: a telephone survey Track 7

1. The survey respondent has a game console at home. .............................................................................T True F
2. She and her husband play video games a lot. .........................................................................................T False F
3. The family owns an X-Box.......................................................................................................................T
False F
4. There are two children in the family. .......................................................................................................T
True F
5. The children would probably be interested in the new product...............................................................T True F
6. The parents would buy a portable machine for $150. .............................................................................T False F
9 Present unreal conditional
We don’t do market research often enough. We don’t have a clear picture of our customers.
If we did market research more often, we would have a clearer picture of our customers.
We would have a clearer picture of our customers if we did market research more often.
The marketing director isn’t here. We can’t ask him for his opinion.
If the marketing director were here, we could ask him for his opinion.
We could ask the marketing director for his opinion if he were here.
If you were going to create a market survey for one of your company’s products, what questions would you
ask? If you discovered most of your customers were single, where would you advertise?
151_1_Text_DC_CS3.indd 3/30/09 10:56:10
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(y (y ) )
Talking about advertising

10 Slogans
Prudential Nike Apple Nokia Delta Pepsi
b d c a e f
a. Connecting people. c. Think different. e. We love to fly and it shows.

b. Get a piece of the rock. d. Just do it. f. The choice of a new generation.
11 Catch phrases
Satisfaction guaranteed. Proven effective against … Limited time offer.

Discover the magic of … Now it’s easier than ever to … The best way to …
Buy two, get one free. A once in a lifetime opportunity. Call now!
While supplies last. There’s never been a better time to … Order today!
12 Hidden persuaders
The key to effective advertising is to establish a link between what the company is selling and what the
customer needs or wants. One way advertisers do this is by using “hidden persuaders.” Such ads use
images to suggest that a certain food, drink, or laundry
detergent is the key to a happy life.
Hidden persuaders also tell consumers that success is linked Season End
to designer clothes, the “right” car, or the latest electronic Hat Sale
gadget. The message is: if you want to look good, be happy,
be successful—or maybe all three—you’d better buy our
Save 75%
product!
on all hats
This weekend only.
13 AIDA
AIDA is an acronym used in marketing that describes the key points of creating any form of advertising or
promotional material.
Attention: grab the attention of the customer with a catchy headline, phrase, question, or slogan.
Interest: raise customer interest by emphasizing features, advantages, benefits.
Desire: give customers reasons to want your product.
Action: prompt customers to take immediate action by encouraging them to respond or buy.
5 3/30/09 10:56:10
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(y ) (y )
Discussing marketing alternatives

14 The product life cycle
What kinds of market research might take
TruTone product life cycle place at different stages in the product life
cycle?
During which stage of the product life cycle

will the heaviest marketing be required?
Volume
At which stage is the product probably

selling well without much marketing?
Pre-launch Growth Maturity Decline At what stage will a company have to

Introduction decide whether to increase marketing
support or withdraw the product?
Sales Profit
15 A sales and marketing problem Track 8

AP’s product line needs to be a . a) updated b) mixed
The products are not attractive to b buyers. a) high income b) younger
Because of these two factors, AP is b market share. a) gaining b) losing
Up to now, most of AP’s advertising has been a . a) in print media b) on TV
The company needs to place its products in more b . a) dealerships b) discount stores
16 Expressions used to present alternatives

• On the one hand, TV commercials reach a wide audience. On the other hand, they are extremely expensive.
• It seems to me that it would be better to rethink our approach rather than spend more money on a
campaign that’s not working.
• As I see it, we can either continue to target the high-income markets and risk further loss of market share,
or we can rebuild our customer base by going after new, younger consumers.
• We have several alternatives. One, we can place our products in higher-traffic outlets. Two, …
• Before making a decision, we need to consider the pros and cons of each option.
Your company needs to …

decide how to get products to customers.
decide where to advertise.
choose between investing in new product development or improving an existing
product.
do market research for a potential new product.
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17 You’ve got mail: survey cover letter

From: Steven Blake [steven_blake@ap.com]
To: [undisclosed recipients]
Subject: Market Survey
Attachment: HE_survey_2008.doc
Dear Consumer:
Could we ask you for a few minutes of your time? We at AP are proud of our reputation for quality
products and would like to maintain this high standard. To do this, we need your help. We are
conducting a survey to determine why people choose one brand of home entertainment system over
another.
Please take a moment to fill out the attached questionnaire and return it to me at the e-mail address
above. As a way of saying thank you for your participation, we will send you a $10 gift certificate,
good toward the purchase of any AP product.
Thank you for your interest in AP products.
Sincerely,
Steven Blake
Director of Marketing
7 3/30/09 10:56:10
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(y ) (y )
Chapter check
Now you can …
A Describe the marketing mix

What are the 4 Ps of marketing?
B Define markets and consumers

CONSUMER INFORMATION PRODUCT INFORMATION
Demographics Behaviors and activities Product development Customer satisfaction
age hobbies competing brands most / least useful
gender interests interest in concept features
income shopping habits pricing degree of loyalty
marital status occupation areas for improvement
size of household
What information do you need to create a market survey?
C Talk about advertising
Season End
Hat Sale
Save 75%
on all hats
This weekend only.
Do you see any hidden persuaders?
D Discuss marketing alternatives

TruTone product life cycle
Volume
Pre-launch Growth Maturity Decline

Introduction
During which stage of the
Sales Profit product life cycle will the heaviest
marketing be required?
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A Describing the marketing mix

Identify the marketing mix of a company that you know well.
Company name:
Bimbo
Product: Price:
Panque Marmol, Bread, Cookies 25 pesos

Place: Promotion:
HyperMarkets, Store Visual Media

B Defining markets and consumers
Describe the target customer of one of the products you mentioned in Unit 1.
Product:
Bimbo bread
Age: Income:
From 6 to 40 years from: 1,000 to up to 20000 monthly
Gender: Marital status:

F&M Any
Size of household: Occupation:
Any Any
General description: Bimbo bread is a product offered to all kind of customers, it has good taste and you can buy it in the supermarkets, conventional
stores, it's products are chap and affordable for everyone, Bimbo its the brand that offers donuts, muffins, cookies, withe bread etc.
C Talking about advertising

“Advertising is of little or no value to the average consumer; it only results in higher prices for everyone.”
Do you agree or disagree? Why?
I don't agree, Advertising it's the best way to announce your product or service, and let your potential customers a brief
introduction of you, when advertising you need to show the main differences and what makes you better than your competitors.
once you corner the market or the product is positioned in the market the company could decide to reduce the amount of money
invested in the advertising to reduce the cost of the product or service so the price for the final costumers also will reduce.
Nowadays companies have found a way to advertising its products with low investments, for example social media.
D Discussing marketing alternatives

Your boss has asked you to study possible marketing alternatives to promote your company’s new product,
a flying car. Make recommendations.
After careful analysis, I would like to make the following recommendations to promote the flying car.
1.Billboards - Set up billboards at streets with hard traffic, and show the people how easy would be their life with a flying car. also set up billboard in blocked streets.
2.Tv commercials - Broadcast commercials at night, because usually people get home at 8:00 - 9:00 pm. and show them the time that they can save if they buy our
product
3. Expos - Exhibit the product and offer people free rides and show all the features of the flying car
4. Social Media - You Tube, Face Book, Tweeter for better interaction with our costumers
5. Airports - The people don't have to wait to get the plane, they have the flying car at the moment they want to fly
9 3/30/09 10:56:10
11:45:20 AM
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(y ) (y )

1 We wrapped it up last week Track 6
Thelma: Have you gotten the results of the market study yet?
David: Yes. We did a survey last month of 1,800 businesses, and it looks like the XL 1500 has excellent potential.
Thelma: How does it compare with the printers offered by the competition?
David: That’s the most important thing. Right now, the XL 1500 has features that no other printer on the market has.
Thelma: Hmm. That means that if we move fast, we may be able to corner the market.
David: The way I see it, Thelma, we’ve got no time to lose. Sooner or later, someone is going to introduce something
just like the XL 1500.
8 On the phone: a telephone survey Track 7
Woman: Hello?
Alan: Good evening. My name is Alan Bennett. I’m gathering information for Audio Performance, a well-known
producer of electronic equipment. I wonder if I could take a little of your time to ask you a few questions
about video games.
Woman: Sure, go ahead.
Alan: Do you presently own any home video games?
Woman: Yes, we do.
Alan: How many do you own?
Woman: Do you mean the game console or the number of actual games?
Alan: Just the consoles—and the brands.
Woman: We’ve got two PlayZones—I have no idea how many games we actually have.
Alan: That’s fine. In your household, who uses the games the most?
Woman: The kids do. My husband and I hardly ever play.
Alan: How many hours a week would you say your children use the game machines?
Woman: Too many. Probably about two hours a day each.
Alan: So that’s about fifteen hours a week?
Woman: Something like that.
Alan: And how old are your children?
Woman: My daughter is eleven; my son is fourteen.
Alan: In your opinion, how important is portability in a game console: very important, somewhat important, not
very important, or not at all important?
Woman: We travel a lot, so I’d say it’s very important.
Alan: Do you own a portable system now?
Woman: No, but the kids do play games on their cell phones.
Alan: Would you be interested in purchasing a portable game console that had the capability to play fifty games?
Woman: I might not be, but I’m sure the kids would like one.
Alan: How much would you be willing to pay for such a machine: under $100, between $100 and $250, or more
than $250?
Woman: Probably not more than $100.
Alan: Well, that’s the end of the survey. Thank you very much for your time.
Woman: You’re welcome.
Ch2:26 3/30/09 10:56:10
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(y (y ) )
15 A sales and marketing problem Track 8

Narrator: Sales of AP’s flagship audio product, the TruTone home audio system, have been falling steadily over the past
two years. Steve Blake, marketing director at AP, has just completed a market study to find out why. He is
meeting with Liz Melnick, the company’s sales director.
Steve: Well, Liz, TruTone sales are continuing to slip, and I think it’s because AP just hasn’t kept pace with the latest
technology.
Liz: Listen, Steve, music distribution has completely changed in the last few years, and we haven’t adapted our
product mix at all.
Steve: Yeah, and as a result, our market is shrinking. We’re just not attracting the younger buyer.
Liz: That’s exactly what we’re hearing from our distributors. We’ve got the middle- to upper-income market
locked in—
Steve: Right. But most buyers of new audio equipment are in their thirties—or younger—and either single or
DINKS.
Liz: DINKS?
Steve: You know, double-income, no-kid households.
Liz: Oh, right. Well, what about our advertising, Steve? Do you think it’s been misdirected in any way?
Steve: Well, yes, as a matter of fact, it has. I’m afraid we’ve been relying too much on print. Don’t people read
anymore, Liz?
Liz: Sure they do, but only when the words appear on their TV, cell phone, or computer screens.
Steve: We clearly need to place more ads on cable TV and on the Internet. That’s what the research is saying.
Liz: And how about on the sales side? Did the research suggest any change in direction there?
Steve: In fact, it did. We need to be in more big box and discount stores, and maybe even in some warehouse clubs.
We’ve got to extend our reach beyond our dealership network.
Liz: The times, they are a-changing, Steve.
Steve: And either we change with them, or we get left behind.
11 3/30/09 10:56:10
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(y ) (y )
A Describing the marketing mix

Identify the marketing mix of a company that you know well.
Company name: Hit Corp
Product: electronics, TVs, batteries Price: mid-market pricing
Place: electronics stores, department stores, Promotion: TV commercials, magazines, train

discount stores, the Internet, direct sales posters
B Defining markets and consumers

Describe the target customer of one of the products you mentioned in Excercise A.
Product: TVs
Age: 30–45 Income: $45K–70K per year
Gender: male and female Marital status: married
Size of household: 1–5 Occupation: professionals
General description: The target market for this product covers a large portion of the population. Hit
Corp TVs are not the top of the line, but they are priced a little higher than cheaper, foreign brands.
Consumers who buy Hit Corp TVs tend to be trendsetters. These consumers don’t have a lot of
purchasing power, but are willing to spend money on products that are stylish and …
C Talking about advertising

“Advertising is of little or no value to the average consumer; it only results in higher prices for everyone.”
Do you agree or disagree? Why?
I don’t think this is true. Advertising is more than just promoting a product. Advertising educates
consumers. Advertising gives consumers the information they need to make shopping decisions. Without
advertising, it would be very difficult for consumers to get the information they …
D Discussing marketing alternatives

Your boss has asked you to study possible marketing alternatives to promote your company’s new product,
a flying car. Make recommendations.
After careful analysis, I would like to make the following recommendations to promote the flying car.
My recommendation is a three-step approach consisting of trade shows, trade magazines, and the
Internet. As this concept is revolutionary, consumers would need to see the product operating right in
front of them. Tradeshows would allow consumers to see and believe the concept. Once the concept
has gained acceptance, we could advertise in trade magazines. We could have articles that highlight
functionality with comments from users. Finally, we can set up a Web site for consumers to set up a
meeting with one of our sales representatives. It’s unlikely that consumers would place an order without
a test flight. However, once we …
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13 3/30/09 10:56:11
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Chapter 3
Customer service
Topics
Customer expectations
Customer service skills
Customer loyalty
Objectives
Talking about customer
expectations
Describing customer service
experiences
Assisting customers
Structures
Past perfect, past perfect
progressive tenses
Adjectives to describe emotions
1 Satisfying the customer Track 9

Interviewer: Margaret, your company has been providing customer service
training for about twenty years—is that right?
Margaret: Yes, exactly twenty-two years.
Interviewer: How would you define customer service?
Margaret: Well, it’s really all about putting yourself in the customer’s shoes.
You have to listen and understand their needs and find solutions
that satisfy and keep your customers happy.
Interviewer: And why do you think good customer service is important?
Margaret: As a customer, when you receive good service from someone,
you remember that person and the company he or she works for.
You will probably do business there again because they made
you feel good. Satisfied customers who return again and again
are great for business.
151_1_Text_DC_CS3.indd Ch3:30 3/30/09 10:56:11
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(y (y ) )
Talkingabout
Talking aboutcustomer
customerexpectations
expectations
22. . Why
Whycustomers
customersswitch
switch
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Customer
Customerservice
service Product
Productquality
quality Price
Price
quality
quality
Source:
Source:The
TheForum
ForumCorporation,
Corporation,Customer
CustomerFocus
FocusResearch,
Research,1988
1988
33 Ten
Tenthings
thingscustomers
customershate
hate
••recorded
recordedmessages
messagesthat thatask
askcustomers
customerstotocall
callback
backanother
anothertime
time
••delays
delaysininthe
theprocessing
processingofofrebates
rebatesandandother
otherincentives
incentives
••companies
companieswho whodon’t
don’tknow
knowwho whotheir
theirfrequent
frequentcustomers
customersare arewhen
whenthey
theycall
call
••employees
employeeswho whogivegiveup
upwhen
whenaaproblem
problemisisdiffi
difficult
culttotosolve
solve
••asking
askingcustomers
customerstotorepeat
repeatinformation
informationtotodifferent
differentdepartments
departmentswhenwhen
they
theycall
call Tip!
Tip!
••expecting
expectingcustomers
customerstotocall
callback
backtotofollow
followup
upon onaaquestion
questionororproblem
problem CS
CSrep
rep==
••getting
gettingdifferent
differentanswers
answerstotothethesame
samequestion
questionfrom
fromdifferent
differentCS
CSreps
reps
customer
customerservice
service
••confusing
confusinginteractive
interactivevoice-response
voice-responsesystems
systems
••long
longwaits
waits representative
representative
••agents
agentswhowhotry
trytotoend
endcalls
callstoo
tooquickly,
quickly,before
beforeallallproblems
problemsareareresolved
resolved
Source:
Source:“Ten
“TenThings
ThingsCustomers
CustomersHate
HateAbout
AboutYou”
You”bybyKimberly
KimberlyHill,
Hill,
www.crm-daily.com/perl/story/19030.html;
www.crm-daily.com/perl/story/19030.html;www.crm-daily.com/perl/story/19043.html
www.crm-daily.com/perl/story/19043.html
44 What
Whatdo
docustomers
customerswant?
want?
The
TheRATER
RATERmodel
model
Reliability
Reliability Do
Dowhat
whatyou
youpromise,
promise,and
anddo doititdependably
dependablyand
andaccurately.
accurately.
Assurance
Assurance Know
Knowyour
yourcompany
companyandanditsitsproducts
productsand
andservices.
services.
Tangibles
Tangibles Create
Createaagood
goodimpression
impressionthrough
througheverything
everythingcustomers
customerssee
seeand
andhear.
hear.
Empathy
Empathy Show
Showthat
thatyou
youcare.
care.
Responsiveness
Responsiveness Help
Helpwillingly
willinglyand
andpromptly
promptlyininany anyway
wayyou
youcan.
can.
Every
Everycompany
companythatthatwants
wantstotoachieve
achievesuccess
successthrough
throughcustomer
customersatisfaction
satisfactionmust
mustanswer
answerthe
thequestion:
question:
“How
“Howexactly
exactlydo
doI Idelight
delightmy
mycustomers?”
customers?”
Source:
Source:AAParasuraman,
Parasuraman,Valerie
ValerieAAZeithaml,
Zeithaml,and
andLeonard
LeonardL.L.Berry,
Berry,“SERVQUAL:
“SERVQUAL:a aMultiple-Item
Multiple-ItemScale
Scalefor
forMeasuring
Measuring
Consumer
ConsumerPerceptions
PerceptionsofofService
ServiceQuality,”
Quality,”Marketing
MarketingScience
ScienceInstitute
InstituteMonograph
Monograph(Cambridge,
(Cambridge,Mass.),
Mass.),Report
ReportNo.
No.
86-108,
86-108,August
August1986.
1986.
BusinessLevel
Chapter33 ©2009,2007
©2009, 2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. 31
31
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Describing customer service experiences

5 What speaks to customers?
Body language 55% Tone of voice 38% Verbal language 7%
Presence Volume Attitude
Attitude Variation Effectiveness
Eye contact Clarity Appropriateness
Physical distance Rate of speech
Facial expression Emotion
Source: The Forum Corporation

Exchange 1
Based on his tone of voice, how do you think Adam feels about his job?
What do you think Adam’s posture was like when he answered the phone?
Was there anything wrong with the verbal language he used?
How did Adam’s attitude affect the customer? Will she shop there?
Exchange 2
How was Adam’s tone of voice different in this conversation?
How do you think the customer felt when Adam answered the phone?
Do you think Adam’s body language changed?
How did the verbal language he used make this conversation more effective?
How did the customer feel when she hung up the phone? Will she shop there?
7 Past perfect and past perfect progressive

WHILE YO U W E R E OUT
NAME: DATE: TIME:
Elena Thompson 4/15 3:30 p.m. Ordered 5 weeks 2nd call 3rd call
cabinets (no cabinets) (still no cabinets)
OF: TEL. NO.:
Sellco Corp. 312-555-8607
Ms. Thompson called AGAIN. The This wasn’t the customer’s first call.
MESSAGE
cabinets she ordered six weeks ago She had called before.
STILL haven’t arrived. She is upset She complained because she (still) hadn’t received the
because she called last week and you cabinets.
promised the cabinets would be there She had been waiting for six weeks when she called
on Friday. again.
Please call her back ASAP!
PHONED RETURNED WANTS TO WILL CALL WAS IN URGENT
CALL SEE YOU AGAIN
151_1_Text_DC_CS3.indd Ch3:32 3/30/09 10:56:11
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Assisting customers
8 Asking the right questions
In order to help customers, you must first understand what they want. To do this, you have to ask the right
questions. Here are three different types of questions:
Closed-ended questions are used to obtain and confirm facts and can usually be answered with a simple
yes or no, or in one or two words, e.g., a name, number, or date.
Open-ended questions are used to get more information from customers and usually require a longer,
more detailed response.
High-gain questions encourage customers to explain a situation or problem and how they would like it to
be solved.
9 What questions would you ask?

• A customer purchased an item from your company six months ago, and now it’s not working. Because it’s
Saturday, the service department is closed and will reopen on Monday.
• A customer is calling because he hasn’t received his last monthly bill, and he’s worried his service will be
stopped.
• The items a customer ordered were damaged when they arrived.
• A customer would like to know how he can take advantage of a special offer your company is advertising.
10 Providing solutions: three “musts”

1. You must discuss all available options with the customer so he can choose what is best for him. This
increases customer involvement and satisfaction.
2. You must tell the customer what can and cannot be done. This communicates your reliability to the
customer.
3. You must get the customer to agree to the proposed solution. This confirms the next steps for both you and
the customer.
Source: The Forum Corporation, “Achieving Service Excellence” (1996)
11 A booking problem Track 12

1. The customer wanted to book a non-smoking room for three nights. .....................................................T True F
2. There are no non-smoking rooms available for the first two nights. .......................................................T False F
3. The hotel clerk offered the customer only one option. ............................................................................T
False F
4. If there is a cancellation, the customer cannot change rooms.................................................................T False F
5. The customer decided not to reserve a room. .........................................................................................T
False F
Do you think the clerk provided the customer with all available options for the hotel?
Did she set realistic expectations for the customer?
Did she get the customer to agree to one of the solutions she proposed?
Do you think the customer was happy with the solution?
151_1_Text_DC_CS3.indd 1 3/30/09 10:56:10
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12 Customer emotions
irate satisfied
angry happy
frustrated delighted
13 Good service pays off!

• A 5% increase in customer loyalty can increase profitability by more than 25%.
• Finding new customers costs ten times more than keeping existing customers.
• When customers have a good experience, they tell three to four people about it.
• When they have a bad experience, they tell ten to fifteen people about it.
Are you loyal to any particular company or product? Which ones?

What have they done to make you a loyal customer?
Do you recommend the company or product to others?
What could your company do to increase customer loyalty?
14 Creating loyal customers

Many companies have an “out of sight, out of mind” attitude towards their customers. What they forget to
do is take the extra little step to make customers want to come back. In order to create loyal customers you
have to:
Check for satisfaction Linda: So, Mr. Brown, have I answered all your
questions?
Mr. Brown: For now, yes.
Linda: And you’re happy with the solution we
discussed?
Mr. Brown: I won’t really know until I try it out, but I think so.
Offer future assistance Linda: Well, if you have any problems or questions,
please feel free to call back. And be sure to ask
for me, personally. My name is Linda, extension
2184.
(a few days later)
Follow up Linda: Hello, Mr. Brown. This is Linda from Alba Systems.
I’m just calling to make sure the problem you had
earlier has been cleared up.
Mr. Brown: Oh, yes. I haven’t had any problems at all since
then.
Linda: That’s good to hear. But as I said last time, if you
need anything, just let me know.
Mr. Brown: Oh, I will. Thank you, Linda.
151_1_G4_Tex_Even_CS3 2Ch3:34 3/30/09 10:56:10
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15 You’ve got mail: a complaint

From: k.simpson@usenet.com
To: customer.service@mediclinic.com
Subject: Membership #243345; contract cancellation
To Whom It May Concern:
Although I have been a MediClinic member for many years, I feel I am no longer receiving value
for money. Your annual fees have doubled in the last five years. I am also dissatisfied with your
service for many reasons:
• When I became a member, I was told additional centers would be opening in the city; instead, the
same clinic has moved three times.
• I have never received a reminder for my annual check-up. In fact, the only time I ever heard from
the clinic was when it was time to pay the annual fee.
• As fees have increased, the number of services provided has decreased.
• Every time I visit the clinic, there is a different staff of doctors.
• The receptionists who take phone calls seem to have no medical training.
My overall feeling is that MediClinic is absolutely not interested in me as a person or a patient—

just in collecting my money. I have therefore decided to cancel my membership.
Please accept this decision as final.
Sincerely,
Kate Simpson
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Chapter
Chaptercheck
check
Now
Nowyou
youcan
can…
…
AA Talk
Talkabout
aboutcustomer
customerexpectations
expectations
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Customer
Customerservice
service Product
Productquality
quality Price
Price
quality
quality
What
Whatdo
docustomers
customersexpect?
expect?
BB Describe
Describecustomer
customerservice
serviceexperiences
experiences
Body
Bodylanguage
language55%
55%
Tone
Toneofofvoice
voice38%
38%
Verbal
Verballanguage
language7%
7%
What
Whatspeaks
speakstotocustomers?
customers?
CC Assist
Assistcustomers
customers
••You
Youmust
mustdiscuss
discussallallavailable
availableoptions
optionswith
withthe
thecustomer.
customer.
••You
Youmust
musttell
tellthe
thecustomer
customerwhatwhatcan
canand
andcannot
cannotbebedone.
done.
••You
Youmust
mustget
getthe
thecustomer
customertotoagree
agreetotothe
theproposed
proposedsolution.
solution.
DD Discuss
Discusscustomer
customerloyalty
loyalty
How
Howdo
doyou
youcreate
createloyal
loyalcustomers?
customers?
36
36 ©2009,
©2009,2007
2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. Business
BusinessLevel
Level44••Chapter
Chapter33
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A Talking about customer expectations

Explain how customer expectations have changed over the last twenty years in your industry.
Customers expectations have changed over last years in the way that the
persons expect more from the companies that offers the service, I think that
the technology is one of the reasons, nowadays Social Networks, Email,
Blogs make the customers closer to the company. The industry needs to
attend any customer concerns fast and with a good quality of service. The
competitors are ready to gain customers if another fails
B Describing customer service experiences

A young employee in your call center has been receiving complaints from customers about his poor tone of
voice. What advice would you give to improve tone of voice?
I would recommend the following to the employee to improve his tone of voice:
*Speak clear
*Speak with good speed
*Never eat in a call
*Imagine that you have the customer in front of you
*Always start the conversations enthusiastic
*Record a call and play it after, so you can hear you how is your performance
C Assisting customers
Some people “go out of their way” to help customers. This means doing more than what is expected.
Describe an occasion when you experienced this.
I have expected this service when I when to HSBC bank, I have some
problems with my credit card, I was desperate because I couldn't use the
card, but the person that offered me the service was patient and
explained me the steps to solve the problem. He left some pending things
of his job to give me the solutions. I was a really good service
D Discussing customer loyalty

Describe a brand or product that you are loyal to and explain why.
I'm loyal to Lala-Milk, I have experience a good taste and It never makes
me feel sick, the flavor is always good and the quality of the product is
always good. Also Lala offers another products based on milk that are
good for me.
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1 Satisfying the customer Track 9
Interviewer: Margaret, your company has been providing customer service training for about twenty years—is that right?
Margaret: Yes, exactly twenty-two years.
Interviewer: How would you define customer service?
Margaret: Well, it’s really all about putting yourself in the customers’ shoes. You have to listen and understand their
needs and find solutions that satisfy and keep your customers happy.
Interviewer: And why do you think good customer service is important?
Margaret: As a customer, when you receive good service from someone, you remember that person and the company
he or she works for. You will probably do business there again because they made you feel good. Satisfied
customers who return again and again are great for business.
Exchange 1
Adam: APP. This is Adam.
Woman: Is this an office supply store?
Adam: Alpha Print and Paper. This is Adam.
Woman: Do you sell business card paper for computer printers?
Adam: [sigh] What kind do you want?
Exchange 2
Adam: Alpha Print and Paper Supplies. This is Adam speaking. How may I help you?
Woman: I’m looking for business card paper for my printer.
Adam: Are you using an ink jet or a laser printer?
Woman: I have a laser printer.
Adam: Are you looking for a particular color?
Woman: Gray, if possible. But white is fine, too.
Adam: All right. If you’ll hold just one moment, I’ll see what we have in stock.
Woman: OK, thank you.
Adam: OK. We have both white and gray. All by Avery.
Woman: That’s great. I ran out of cards and need to make an emergency supply for tomorrow.
How late are you open …
11 A booking problem Track 12
Ellen: Good afternoon, Sterling Hotel at the airport. This is Ellen; may I help you?
Doug: Yes, this is Doug Edwards. I would like to reserve a double room for three nights, October 28 through the 30th.
Oh, and non-smoking, please.
Ellen: Just a moment, please. […] Mr. Edwards, all our non-smoking rooms are booked for the 28th, but there are
non-smoking rooms available for the 29th and 30th.
Doug: I see.
Ellen: If you like, we could give you a smoking room for the first night, and then move you to a non-smoking room for
the other two nights.
Doug: That seems inconvenient, doesn’t it? You can’t move one of the other guests?
Ellen: No, I’m sorry, we can’t do that. We can reserve the smoking room, and if someone cancels, we will
automatically move you to a non-smoking room.
Doug: What is the room rate?
Ellen: It’s $150 per night and that includes breakfast.
Doug: Hmm … The price is fine. I’m just not very happy about having to change rooms after the first night.
Ellen: Hold just a moment, Mr. Edwards, while I check something for you. […] Mr. Edwards?
Doug: Yes?
Ellen: I can give you a non-smoking room for all three nights at our Sterling downtown location. In fact, I can get you
into our corporate suite for the same rate I gave you for our airport location.
Doug: How far is the Sterling downtown from the airport?
Ellen: About a twenty-minute cab ride.
Doug: That sounds fine. Thank you for looking into that for me.
Ellen: It’s my pleasure, Mr. Edwards. Now if I could just get some information from you for the reservation …
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A Talking about customer expectations

Explain how customer expectations have changed over the last twenty years in your industry.
Our company provides IT solutions to corporate clients. Twenty years ago, this business was nearly non-
existent. Customers seeking IT solutions had very little choice of vendors and thus listened to everything
an IT consultant said. However, as consumers became more educated and more specialized, we have
had to expand our product line to offer customized solutions. Sometimes, our customers have as much
knowledge as we do of IT solutions, so it has really become a challenge to satisfy everyone …
B Describing customer service experiences

A young employee in your call center has been receiving complaints from customers about his poor tone of
voice. What advice would you give to improve tone of voice?
I would point out that tone of voice impacts 38% of the message in verbal communication. This is
probably higher on the phone. Then I would explain, step-by-step, how to improve tone. Here are some
tips I would give …
C Assisting customers
Some people “go out of their way” to help customers. This means doing more than what is expected.
Describe an occasion when you experienced this.
Two years ago, when I went to Hawaii with my family, the taxi driver went out of his way to help us.
After arriving in Honolulu Airport, we caught a taxi to the hotel. At that time, my English was very poor,
so I was really worried about being in a foreign country. The taxi driver spoke some Japanese and tried
to make us feel relaxed. When we got to the hotel, I realized that I didn’t have my passport. The taxi
driver quickly called the airport on his cell phone to see if …
D Discussing customer loyalty

Describe a brand or product that you are loyal to and explain why.
I’ve never really been interested in designer brands, but I am a very loyal customer when it comes to
toothpaste. Since I was a child, I’ve always used AquaBright toothpaste. Believe it or not, I’ve never had
a cavity in my life. I don’t know if it’s true, but AquaBright combines three specially designed …
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Chapter 4
Strategic management
Topics
The role of management
Company mission and objectives
Priorities and strategies
Company performance
Objectives
Discussing the role of management
Defining the company mission and
objectives
Analyzing the situation
Structures
Nouns and adjectives with out-
Review: verb + infinitive,
verb + gerund
Past conditional
1 We’re looking for a replacement Track 13

Paul: So, how’s everything at United Electronics?
Charles: Not too bad. Have you heard that Bill Jensen, president of our
wireless unit, is planning to retire at the end of the year?
Paul: No, I haven’t. What are you going to do?
Charles: Well, we’re looking for a replacement.
Paul: That’s not going to be easy. Running a large operation like that is a
big job.
Charles: It sure is. We need someone with experience and good business
judgment—someone who can give the division strong leadership.
Paul: Do you have anyone in mind?
Charles: Yes, as a matter of fact, I do. And I’m having lunch with him right
now.
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Discussingthe
Discussing therole
roleof
ofmanagement
management
22 Howdo
How doCEOs
CEOsspend
spendtheir
theirtime?
time?
Howdo
How doyou
youspend
spendyour
yourtime?
time? 6.8%
6.8% Reading&
Reading
Reading
Reading &and
and review
review ing
ing
reviewing
reviewing
Howdoes
How doesyour
yourmanager
managerallocate
allocatehis
hisororher
her 22.5%
22.5% documents
documents
documents
documents
time?
time? Meetings
Meetingswwith
Meetings
Meetings withithoutside
with outside
outside
outside
groups
groups
groups
groups
Whatother
What otheractivities
activitieswould
wouldyou youadd
addtotothis
this 26.1%
26.1% V Visits
Visits
V
isits toto
isitsto company
company
tocompany
company
graph?
graph? installations
installations
installations
installations
Phone
Phonecalls
Phone
Phone calls
calls
calls
17.4%
17.4% Staff
Staff
Staf
Staf meetings
meetings
f meetings
f meetings
Other
Other
Other
Other
14.4%
14.4%
13.8%
13.8%
33 What
Whatdo
domanagers
managersdo?
do?
…
…aaleader
leaderininthe
theindustry,
industry,isisseeking
seekingan
anArea
AreaOperations
OperationsManager.
Manager.
Your
Yourresponsibilities
responsibilitieswill
willinclude
include
••managing
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andmotivating
motivatingteams
teamsininyour
yourarea;
area;
••preparing
preparingsales
salesforecasts
forecastsandandcommunicating
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productionmanagers;
managers;
••preparing
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andmanaging
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areabusiness
businessplan;
plan;
••producing
producingaccurate
accurateforecasts
forecastsfor
forthe
thelocal
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••planning
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motivating ••organizing
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••staffi
staffing
ng ••supervising
supervising ••leading
leading ••decision-making
decision-making
44. . Employee
Employeeexpectations
expectationsof ofmanagers
managers
ToTogive
givemanagers
managersan
anidea
ideaofofwhat
whatmatters
mattersmost
mosttotoworkers,
workers,Lore
LoreInternational
InternationalInstitute
Institutesurveyed
surveyed500
500
employees
employeesfrom
frommany
manydifferent
differentorganizations
organizationsand
andindustries.
industries.Their
Theirfifindings
ndingsoffer
offerinteresting
interestinginformation
informationfor
for
managers.
managers.
What
Whatemployees
employeeswant
want…
… …
…and
andwhat
whatthey
theydon’t
don’twant.
want.
Honesty
Honesty 91.5
91.5 Humor
Humor 29.0
29.0
Fairness
Fairness 89.2
89.2 Cheerfulness
Cheerfulness 28.8
28.8
Trust
Trust 86.7
86.7 Emotional
EmotionalSupport
Support 25.4
25.4
Respect
Respect 84.7
84.7 TLC*
TLC* 24.4
24.4
Conversation
Conversation 14.2
14.2
Friendship
Friendship 2.9
2.9
Source:
Source:www.businessknowhow.com/manage/employees-want.htm
www.businessknowhow.com/manage/employees-want.htm
**TLC
TLC==“tender
“tenderloving
lovingcare”
care”
BusinessLevel
Chapter44 ©2009,2007
©2009, 2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. 41
41
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Defining the company mission and objectives

5 Mission and values statements
An organization’s mission is its reason for being. A mission statement should describe the organization’s
major areas of interest and the basic needs it intends to satisfy. It should provide the organization with a
sense of purpose and long-term direction. Here are a few examples:
Hewlett-Packard: Hewlett-Packard is a major designer and manufacturer of electronic products and

systems for measurement and computation. HP’s basic business purpose is to provide the capabilities and
services needed to help customers worldwide improve their personal and business effectiveness.
American Red Cross: The mission of the American Red Cross is to improve the quality of human life,
to enhance self-reliance and concern for others, and to help people avoid, prepare for, and cope with
emergencies.
Otis Elevator: Our mission is to provide any customer a means of moving people and things up, down, and
sideways over short distances with higher reliability than any similar enterprise in the world.
Source: www.csun.edu/~hfmgt001/smterms.htm
What is the mission of your company? What values are important to your company?
6 Objectives Tracks 14–18

Objectives define what must be achieved in order for the company or organization to accomplish its
mission. Objectives can be …
corporate / departmental / individual long-term / short-term broad / specific

corporate long term broad
a.
departmental short term specific
b.
departmental short term broad
c.
departmental short term specific
d.
corporate long term specific
e.
What are your company’s long-term objectives?

Were any specific objectives set at the beginning of the year?
Have you set any objectives for yourself? Are they broad or specific? Short- or long-term?
7 Nouns and adjectives with out-

Charles: What outcomes do you expect to achieve this year? Nouns Adjectives
Paul: First, we plan to replace at least half of the outdated manufacturing outcome outdated
equipment. That will help us meet our target of a 20% increase in outlook outspoken
production output by the end of the year. output outstanding
outset outgoing
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Analyzing the situation

8 What are the critical issues?
A SWOT analysis examines the strengths
and weaknesses of a company and the
Strengths Weaknesses opportunities and threats it may face in the
future. The analysis helps a company plan and
prioritize its strategy.
Opportunities Threats
Scenario 1
A decrease in the value of the dollar will make our products more competitive in export markets. A rise in
value will make the profit picture less certain.
Scenario 2
The planned change in pharmaceutical regulations will allow us to market our products in outlets other
than pharmacies.
Scenario 3
A large, multinational chain with greater financial and marketing resources than ours could undercut our
prices by at least 10%.
9 What are our top priorities?
First on the list is lack of brand awareness.

Our primary concern is the ongoing price war within the industry.
Top priority must be given to the replacement of old and obsolete equipment.
The biggest threat facing us is the lack of motivation of our employees.
One major obstacle is the loss of consumer confidence.
What are the top priorities for your company?
10 Developing strategies
Strategies are the ways companies and organizations achieve their objectives.
Paul: To improve our ability to adapt to change, we need to simplify the structure of the organization.
Charles: So the first step will be to decide which positions and departments can be eliminated or
combined?
Paul: Yes, and then we’ll look at how to improve communication.
Charles: And then?
Paul: Then we need to create systems and procedures that give all employees an incentive to contribute
their ideas. If a suggestion is good, it needs to be recognized and, when possible, implemented.
Charles: This will create a culture of change within the company.
That’s right. Change is not something that should happen once every five or ten years—it needs
to be continuous.
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11 Review: verb + infinitive, verb + gerund
Verbs followed by an infinitive Verbs followed by a gerund
afford hope refuse avoid keep recommend
agree intend seem consider mind stop
appear need try discuss postpone suggest
decide offer wait enjoy put off talk about
expect plan want finish quit think about
We plan to streamline the organization, but we’d like to avoid laying people off if possible.
Brand awareness is very low. You should consider (sponsor) a sports team.
Payroll costs are too high. You can’t afford (increase) salaries this year.
The company must expand its market. Management needs (investigate) export possibilities.
A competitor is not doing well. We suggest (buy) them out.
12 A problem with production Track 19

The problems at the factory are a) technical. b) technical and managerial.
●
To meet delivery schedules, production must a) increase 15%.

● b) increase 50%.
Employees feel maintenance people are a) adequate. b) poorly trained.
●
Plant management should train staff to a) avoid problems.

● b) fix problems.
The plant manager must improve the situation a) within one month. b) within two months.
●
If he cannot turn things around, he’ll probably a) be fired.

● b) hire a new staff.
13 Past conditional: if + had …, would have …
The maintenance workers didn’t do their jobs properly. That’s why the equipment broke down.
If the maintenance workers had done their jobs properly, the equipment wouldn’t have broken down.
The equipment broke down. The company didn’t meet its delivery schedules.
If the equipment hadn’t broken down, the company would have met its delivery schedules.
The president visited the factory. He heard the employees’ complaints.

We didn’t realize there was a problem. We didn’t act sooner.
I didn’t know you were coming. I didn’t reserve a hotel room for you.
14 Culture corner
In your country, what happens to managers who don’t
do a good job?
Do they receive additional support and another
opportunity to improve their performance?
Are they transferred to another division or department
of the company?
Are they demoted? Or fired?
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15 You’ve got mail: a warning letter

From: s.pearson@uei.com
To: r.smith@uei.com
Cc: j.collins@uei.com
Subject: Production levels
Memorandum
To: Robert Smith
From: Steve Pearson
Date: 18 March 2008
Re: Production Levels
This will confirm our telephone conversation yesterday regarding the production levels at the
Baltimore plant. The latest figures, for the period March 1–15, indicate that production continues to
fall far below plan levels. At this rate, the plant will not even produce 1,600 units this month. Our
quota is 1,900.
At our last meeting, we agreed on new production goals and a special maintenance program to
insure that production reaches acceptable levels. As plant manager, it will be your job to see that
these goals are met.
Bob, this situation is very serious. We expect to see a substantial improvement over the next two
months; otherwise, we will be forced to re-evaluate your position as plant manager.
Sincerely,
Steve Pearson
Production Manager
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Chapter
Chaptercheck
check
Now
Nowyou
youcan
can…
…
AA Discuss
Discussthe
therole
roleof
ofmanagement
management
6.8%
6.8% Reading
Reading
Reading
Reading&and
review
&
and ing
review ing
reviewing
reviewing
22.5%
22.5% documents
documents
documents
documents
Meetings
Meetings
Meetings wwith
Meetings w
ithith
withoutside
outside
outside
outside
groups
groups
groups
groups
26.1%
26.1% Visits
V Visits
isits
V toto
isitstoto
company
company
company
company
installations
installations
installations
installations
Phone
Phone
Phone
Phonecalls
calls
calls
calls
17.4%
17.4% Staff
Staff
Staf
Staf meetings
meetings
f meetings
f meetings
Other
Other
Other
Other
14.4%
14.4%
13.8%
13.8%
What
Whatdo
domanagers
managersdo?
do?
BB Defi
Define
nethe
thecompany
companymission
missionand
andobjectives
objectives
Hewlett-Packard:
Hewlett-Packard:Hewlett-Packard
Hewlett-Packardisisaamajor
majordesigner
designer
and
andmanufacturer
manufacturerofofelectronic
electronicproducts
productsand
andsystems
systemsfor
for
measurement
measurementand andcomputation.
computation.HP’s
HP’sbasic
basicbusiness
businesspurpose
purposeisis
totoprovide
providethe
thecapabilities
capabilitiesand
andservices
servicesneeded
neededtotohelp
helpcustomers
customers
worldwide
worldwideimprove
improvetheir
theirpersonal
personaland
andbusiness
businesseffectiveness.
effectiveness. What
Whatisisyour
yourcompany’s
company’smission?
mission?
CC Analyze
Analyzethe
thesituation
situation
Strengths
Strengths Weaknesses
Weaknesses
Opportunities
Threats Whatare
What areyour
yourcompany’s
company’sstrengths,
strengths,
weaknesses,opportunities,
weaknesses, opportunities,and
and
threats?
threats?
DD Evaluate
Evaluateperformance
performance
InInyour
yourcountry,
country,what
whathappens
happenstoto
managers
managerswho
whodon’t
don’tdo
doaagood
goodjob?
job?
46
46 ©2009,
©2009,2007
2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. Business
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Chapter44
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A Discussing the role of management

What three qualities are important for a good manager? Why?
1. Availability to talk with his team - because meetings are always important and sometimes they don't take the time to
attend them
2. Responsibility - To deliver everything on time and with the quality expected, this improves the team performance
3. Leading - to lead the team to an objective, share the ideas to the team and be a good leader to guide the team
B Defining the company mission and objectives

What are your company’s objectives and mission statement?
My company is Bimbo, it's objective is to have the best bread in Mexico and
Latin American Region, be a real competitor about the prices and the quality of
bread. Our mission statement is "always carrying you with high quality
ingredients"
C Analyzing the situation

Conduct a SWOT analysis of your company and explain what your company needs to do to overcome its
weaknesses and build on its strengths.
Price - The products are cheap and can be bought by Products - we have limited variety of products
everyone Production - we need no improve the amount of
Distribution - The products are offered in almost every store
puces of bread to satisfy all the needs
The Brand - We have good acceptance in the market
Variety: We need to Introduce new products in the market. Local companies
Exportations - Improve the number of shipment to another Similar companies
counties Money exchange
Reduce Cost of Production - Improve our processes
D Evaluating performance
How much impact does a company president have on a company’s performance? Explain your answer.
The impact that the president has is really important, he is the one that
guides the company and if his performance is low, it will be reflected on to
the employees, so the president's performance its like the Key Indicator o
the company.
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1 We’re looking for a replacement Track 13
Paul: So, how’s everything at United Electronics?
Charles: Not too bad. Have you heard that Bill Jensen, president of our wireless unit, is planning to retire at the end of
the year?
Paul: No, I haven’t. What are you going to do?
Charles: Well, we’re looking for a replacement.
Paul: That’s not going to be easy. Running a large operation like that is a big job.
Charles: It sure is. We need someone with experience and good business judgment—someone who can give the
division strong leadership.
Paul: Do you have anyone in mind?
Charles: Yes, as a matter of fact, I do. And I’m having lunch with him right now.
6 Objectives Tracks 14–18
A. To become the world leader in computer security systems.
B. To cut fuel costs by 15% over the next year.
C. To encourage staff involvement in the decision-making process.
D. To increase the number of “very satisfied” responses on customer satisfaction surveys by 50% this year.
E. To reduce harmful factory emissions to as close to zero as possible.
12 A problem with production Track 19
Paul: Well, Steve, how do you feel about what we’ve just seen?
Steve: I think we’re in big trouble. As I see it, we’re facing two problems—in the technical area and in management.
Paul: Go on.
Steve: Well, on the technical side, most of our equipment is over twenty years old, and it’s always breaking down.
Every repair costs us time and money. If things don’t change, the plant will never fill its production quota, and
we won’t be able to meet delivery schedules on several of our large contracts.
Paul: What kind of increase do we need in our production rate to meet those schedules?
Steve: Production needs to increase by at least 15%.
Paul: That much, huh? Well, I had a chance to talk with a number of the people working on the assembly line, and
they made some interesting comments. They say they’re understaffed and that members of the maintenance
department aren’t properly trained.
Steve: I guess they feel overworked.
Paul: Yes, they do. They also feel that management just waits for equipment to break down and then has it repaired
instead of training the maintenance staff to prevent breakdowns.
Steve: As the plant manager, that’s Bob Smith’s responsibility.
Paul: Exactly. It seems that he may be part of the problem. I’d like you to study the situation, then talk with Bob. Let
him know he’s got two months to turn things around.
Steve: And if he doesn’t?
Paul: We’ll have to consider replacing him.
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A Discussing the role of management

What three qualities are important for a good manager? Why?
1. Leadership. To be a good manager, you need to want to lead. You need to be willing to take
responsibility and give direction to the team.
2. Decisiveness. Managers make decisions all the time. Some decisions need to be made immediately while
others need to be thought through carefully. Either way, making decisions is a duty that managers can’t
run away from.
3. Patience. Management can be a stressful job. Managing your emotions is as important as managing
your people.
B Defining the company mission and objectives

What are your company’s objectives and mission statement?
Company: (DCC) The Dog Certification Company
• Our mission statement is “To go where no dog has gone before.“ We do this by working with dog
owners and business owners in the pet industry to educate them on proper pet etiquette.
• Our objectives are to certify 250 dogs in Class A, 550 dogs in Class B, and 750 dogs in Class C by the
end of this year.
C Analyzing the situation

Conduct a SWOT analysis of your company and explain what your company needs to do to overcome its
weaknesses and build on its strengths.
• one of the first companies in Japan to offer • lack of training programs for dog owners
certification • lack of facilities in urban areas
• well known among dog associations
• partnership with Japan Dog Federation
• current dog boom • foreign dog federations entering Japanese
• increase in DINK families market
• more shops allowing pets • increase in incidents involving dogs
Over the last several years, we have seen more dog owners in the Tokyo area. This has led to a greater need
for dog training; however, currently we only have one training facility in Tokyo. Furthermore, as more exotic
dogs are brought over from other countries, we need to offer a wider selection of training programs to …
D Evaluating performance
How much impact does a company president have on a company’s performance? Explain your answer.
One man alone cannot be totally responsible for a company’s performance. Most decisions are made by
a panel of executives rather than just the president. Furthermore, the economy plays a large part in the
overall performance of …
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Chapter 5
Meetings
Topics
The purpose of meetings
Options and alternatives
Plans and proposals
Summary and closing
Objectives
Explaining reasons for a meeting
Discussing pros and cons
Evaluating proposals
Summarizing a meeting
Structures
despite, in spite of
Expressions for accepting / rejecting
proposals
Expressions used in building an
argument
1 Requesting a meeting Track 20

Voice mail: Hi, this is Rita Powell. I’m away from my desk. Please leave me a
message and I’ll call you back.
Tom: Hi, Rita. It’s Tom. I’d like to have a meeting with you and the
members of your team next Monday at 9 a.m. to finalize the
marketing plan for the new Home Touch product line. As you know,
I asked Jim Kelly to look over the summary of the ideas we discussed
at our last meeting. I’m sending his comments to you by e-mail.
Please share them with your team and ask them to think about how
we can include his ideas in our marketing plan. Let’s plan for two
hours for the meeting. If there’s anything you would like to add to
the agenda, just let me know. Thanks, Rita.
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Explaining reasons for a meeting

2 What kind of meeting?
• decision-making
• problem-solving
• planning
• brainstorming
3A The agenda
Agenda: Home Touch marketing meeting
• Review summary of marketing plan. • Assign responsibilities.
• Jim Kelly’s comments: • Next steps:
What can/can’t be included in plan? Prepare schedule.
How will changes affect schedule? Set date for next meeting.
• Finalize list of activities to be included in plan.
3B Let’s get started, shall we?

Stating meeting objectives
We’re here today to decide on a plan for finding new clients.

I’ve called this meeting to come up with ideas for achieving our objectives.
The reason we are meeting is to choose the best way to advertise our services.
3C Giving background information
As you probably know, management has rejected the budget proposal we submitted.
As you may have heard, we will be attending the ComTech Trade Show for the first time this year.
You should already be aware that the company is planning to reduce its operations in Europe.
You have asked for a meeting with all department heads. At a Board meeting last week, it was decided
that the company will go ahead with plans to open a subsidiary in China. You’d like to know who the best
people to send to China as managers are.
You will meet today with the Customer Service department. The company recently installed an expensive
Interactive Voice Response system, and now you are receiving complaints from customers every day. They
don’t like all the steps they have to go through before they can speak to a “real person.”
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Discussing pros and cons

4 Generating ideas Track 21
1. Increase repeat
Charge card Preferred customer card
customers
Collect customer
information
Automatic rebate after 2. 3.

DB customer 10% discount
$500 of online or in-
store purchases
Send promos
5 Discussing pros and cons

Moving production to China
Pros Cons
• more affordable labor • lost jobs at home; labor disputes
• opportunity to attract new customers in Asia • higher transportation costs to existing customers
• lower production costs = higher profits • language, cultural issues
One advantage of moving to China would be the lower labor costs.

The biggest disadvantage is the higher transportation costs.
Despite that, our profits would still be higher.
It seems like a great opportunity. In spite of that, we ought to be very careful.
6 Which show should we attend?

Dear Bettina,
At our last meeting, you asked me to find the best trade shows for us to attend. There are three that I
recommend:
Food Expo International—the biggest and most widely attended (but most expensive) trade show for
the food industry; would be an excellent way to make lots of new contacts; held annually in California.
Metropolitan Food & Drink Show—takes place in town; most attendees and exhibitors are from the
domestic market; very well attended; good if we want to expand our domestic business; cost is reasonable.
Green Gourmet Exhibition—the smallest of the three, but fits our niche market the best; attendance is
growing rapidly from year to year; participants come from all over the world, but especially Europe; held
every August in France; cost is a little higher than average for shows of a similar size.
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Evaluating proposals
7 Making your case
Should we make our Snak-Chip recipe “healthier”?
& For ' Against

I’m in favor of changing our recipe. For one I’m absolutely against changing our recipe. To
thing, people are more health-conscious and start with, this is our most popular product.
are looking for lighter snacks. For another On top of that, we’re talking about a snack
thing, many of our competitors have introduced food—nobody expects chips to be healthy.
“lite” products. And besides that, it would What’s more, we could lose customers if the new
attract new customers. chip doesn’t taste like the original—remember
the problems Coke had?
Should the company switch to a new computer system?

Should we reduce our staff and use more contract workers?
8 For or against? Tip!

I’m 100% in favor of that.
I think it’s a terrific idea. The most common
way to object is
It’s a good idea, but …
to say “Yes, but
I see your point, but … …” and then give
I’m sorry, but I just don’t think it will work. a reason or ask a
That’s completely out of the question. question.
9 What if …?
If we introduced a time-clock system, it would create a lot of employee dissatisfaction.

might lead to a greater awareness of punctuality.
could result in
As a result, some people may quit.

productivity would increase.
Therefore, I think we should drop the idea.

I feel we should go forward with the idea.
Would you be in favor of closing the company for one month in

summer? What would the results be?
If your company decided to freeze salaries for a year, what would

the consequences be?
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Summarizing a meeting
10 Which idea is the best?
Proposals for spending the extra money we have in the budget
A. Have a party at a nice restaurant. . . . . . . . .
B. Give everyone a small bonus. . . . . . . . . . A or B
C. Renovate the staff kitchen. . . . . . . . . . . A or C . . . . B or C
D. Give the money to one or two “employees of the year.” . A or D . . . . B or D . . . . C or D
E. Redecorate the office. . . . . . . . . . . . A or E . . . . B or E . . . . C or E . . . .D or E
Tina: Who thinks option A is the best?

John: Who would prefer renovating the staff kitchen? Giving everyone a small bonus?
Tina: John, what’s at the top of your list?
11 Assigning tasks
Tina: Ron, I would like you to make the arrangements for the restaurant and the menu.
Ron: I’m not sure I’ll have time for that, but I could take care of the invitations.
Tina: OK. Susan, can you make the restaurant arrangements?
Susan: Sure. No problem.
Tina: Sean, could you do the decorations?
Sean: Yes, I think so.
Tina: And I’ll arrange for the entertainment.
12 Summarizing and closing
So, today we’ve discussed …

And we all agree (that) the best choice / option / way to go is …
Does everyone know what to do next?
Is there anything else we need to discuss?
Are there any questions / comments / objections?
If there’s nothing else, then I suggest we wrap up the meeting.
13 Four steps to making meetings successful

1. Ask yourself if the meeting is really necessary. Can the meeting objectives be met another way (e.g., by
sending an e-mail)? What would happen if the meeting weren’t held?
2. Prepare a written agenda and send it to those who will be attending. This will let them know what will be
discussed and give them a chance to prepare. Do not hold surprise meetings.
3. Assign a time for each item on the agenda. Be sure to include time for discussion. Stick to your schedule.
4. Summarize the results of the meeting and say what needs to be done next. Assign all tasks with dates for
completion.
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14 Putting it all together: management meeting

The Situation
Your company’s offices are small and unpleasant. The furniture is made of gray-painted steel, and there is
no carpeting. The floors are covered with white tiles.
Your employees often say they are bored or tired. Motivation is low. At the end of the day, everyone leaves
the office as quickly as possible.
You’ve recently read an article about research that found a strong connection between the work
environment and employee efficiency and productivity. According to the article, colors can have a
significant influence on behavior. For example, cool or light colors increase feelings of confidence and well-
being. Bright reds and yellows stimulate physical and mental activity. Warm colors catch people’s attention
and increase their energy levels.
The research also suggested that employees enjoy their work more and take more pride in doing it well
when their surroundings are comfortable, clean, and pleasant.
The Meeting
You’ve shared a copy of the article with department managers at the company. Read the questions below.
Then have a meeting with the managers to come up with ideas for handling the problem.
• Your company is not very profitable. Can you afford to invest in an office “upgrade”?
• Can you afford not to?
• How can you persuade the Board of Directors that an office upgrade will be a good investment?
Once you’ve brainstormed several ideas, choose the best options and decide what to do next.
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Chapter check
Now you can …
A Explain reasons for a meeting
I’d like to have a meeting to finalize the marketing plan …
B Discuss pros and cons

Moving production to China
& Pros ' Cons

• more affordable labor • lost jobs at home; labor disputes
• opportunity to attract new customers in Asia • higher transportation costs to existing customers
• lower production costs = higher profits • language, cultural issues
One advantage of moving production to China is …
C Evaluate proposals
& For ' Against
I’m in favor of changing our recipe because … I’m absolutely against changing our recipe …
Are you in favor of changing the recipe?
D Summarize a meeting
So, today we’ve discussed …
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A Explaining reasons for a meeting

Your boss has decided to stop having weekly meetings in your division. Write an e-mail to your boss
explaining why you feel it is important to have regular meetings.
Subject: Request for regular meetings
Dear [boss],
I am writing to request that we continue to have regular meetings in our division for the following
reasons.
Therefore, I hope you reconsider your decision.
Regards,
B Discussing pros and cons

What are the pros and cons of working for your company?
The prod and cons of working in NRFM are:
Pros: The working environment is good, the people that are working here are responsible and that makes easier the job.
another con are facilities to buy a car, also NRFM provide us training and cares about our personal development
Cons: The time that we need to spent is high, as NRFM is a young company, most of the process are not defined, so we
need to spent time trying to fix its gaps.
C Evaluating proposals
Explain a situation when your proposal was accepted or rejected.
This year when I was working with Remarketing department we were starting a project about how to implement a system to
automatize their process, so my proposal was to develop an internal system that suites all their needs, so we presented the
idea with the executive stakeholders, and they rejected the idea arguing that instead of starting to develop the system we
should look for a external provider that provides the solutions that the user needs. Today we haven'd had found a provider
that gives us the solutions that covers all the business needs...
D Summarizing a meeting
Give a summary of the last meeting you had in your company. Who attended the meeting? What was the
objective? What items did you discuss? What was decided?
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1 Requesting a meeting Track 20
Voice mail: Hi, this is Rita Powell. I’m away from my desk. Please leave me a message and I’ll call you back.
Tom: Hi, Rita. It’s Tom. I’d like to have a meeting with you and the members of your
team next Monday at 9 a.m. to finalize the marketing plan for the new Home Touch product line. As
you know, I asked Jim Kelly to look over the summary of the ideas we discussed at our last meeting. I’m
sending his comments to you by e-mail. Please share them with your team and ask them to think about
how we can include his ideas in our marketing plan. Let’s plan for two hours for the meeting. If there’s
anything you would like to add to the agenda, just let me know. Thanks, Rita.
4 Generating ideas Track 21
Jake: … so we would like to find a way to turn our one-time customers into repeat customers. Any suggestions?
Barry?
Barry: First of all, I think we need to build a customer database.
Carla: Well … before we do that, we need some records to enter into the database. Right now, we collect very little
information from our customers.
Jake: How should we do that, Carla?
Carla: How about a “preferred customer” card? When customers make a purchase, we ask if they have a card. If not,
we can give them a card and ask them for contact information at the same time.
Jake: And what do preferred customers get?
Carla: Well, I know a few stores where they use a similar card system. For every ten dollars a customer spends in the
store, they get a sticker on their card. When they’ve collected ten stickers, they get a 10% discount off their next
purchase. And since we would have their contact information, we could add them to the database and send
them information about special offers.
Barry: If we’re thinking about issuing cards, why don’t we consider a store charge card? Automatic rebates could be
credited to the customer’s account after, say, they buy $500 worth of products. And it could be used for both
online and in-store purchases.
Jake: These are some great ideas. Barry, I’d like you to look into what we would need to do to set up a customer
database, and how much it would cost us to have our own store card. Carla, I’d like you to research the
effectiveness of the sticker card you mentioned. Now, moving on to …
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A Explaining reasons for a meeting

Your boss has decided to stop having weekly meetings in your division. Write an e-mail to your boss
explaining why you feel it is important to have regular meetings.
Subject: Request for regular meetings
Dear [boss],
I am writing to request that we continue to have regular meetings in our division for the following
reasons.
1. Brainstorming
In our meetings, we have many chances to share ideas. These ideas help us become better at our
jobs.
2. Problem-solving
In our meetings, we solve many problems. Our new employees often don’t know how to handle
difficult situations. In our meetings the senior employees can give them advice.
3. Decision-making
In our meetings we can make decisions together. This way, employees will be more motivated.
Therefore, I hope you reconsider your decision.
Regards,
B Discussing pros and cons

What are the pros and cons of working for your company?
One good point about our company is our emphasis on long-term goals. This mindset allows us to invest
heavily in research and development. This goes for employee training as well.
However, one con of working here is our inability to …
C Evaluating proposals
Explain a situation when your proposal was accepted or rejected.
In general, our company is open to new ideas. About three years ago, I proposed that we sell our
products as set packages for customers with specific needs. My boss with very impressed with my idea,
and he had me make a presentation to the General Manager of our Division. After I had …
D Summarizing a meeting
Give a summary of the last meeting you had in your company. Who attended the meeting? What was the
objective? What items did you discuss? What was decided?
Yesterday, we had a meeting in our department to decide our new campaign. There were four attendees
including my boss, two of my colleagues, and me. We started our 90-minute meeting talking about the
changes in current market needs and …
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Chapter 6
Review
Now you can …
| Summarize a meeting
| Evaluate proposals
| Discuss pros and cons
| Explain reasons for a meeting
| Evaluate performance
| Analyze the situation
| Define the company mission and objectives
| Discuss the role of management
| Discuss customer loyalty
| Assist customers
| Describe customer service experiences
| Talk about customer expectations
| Discuss marketing alternatives
| Talk about advertising
| Define markets and consumers
| Describe the marketing mix
| Follow up
| Exchange information
| Develop relationships
| Talk about networking
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Action modules A
➠ Business cards
Featured language: recommendations, suggestions, cross-cultural information

You are talking to a foreign colleague over lunch. He/she is asking for advice about business card
etiquette in your country. What advice would you give him/her about how and when cards are
exchanged? What is the most important thing to remember? Is there anything you shouldn’t do?
Have you ever had experience of business card etiquette in other countries? How did it compare?
Getting started:
So [name], you wanted to know about business cards in Japan, is that right?
Interview with the CEO
Featured language: explanations, giving details, playing for time (hesitation strategies)
You are the CEO of your company. You are giving an interview for your company’s in-house
magazine. The interviewer is asking questions about three areas:
• The company’s mission and your vision.
• Your typical day.
• What you think the priorities for managers are.
Getting started:
Well, that’s a very good question!
Summary of a meeting
Featured language: summarizing, explaining, giving information

A new supervisor has just joined your project team/department. You have to make sure he/
she knows what happened in the two most recent meetings. Be sure to give some background
information. What kind of meetings were they (e.g., planning, decision making etc.)? Who attended?
What was on the agenda? What decisions were made?
Getting started:
So, [name], let me give you a little background.
➠ A customer enquiry
Featured language: open-ended questions, closed-ended questions, high-gain questions

You are answering a call from a customer. Find out what they want. Make sure you ask the
appropriate kind of question to get the information you need (see above).
Be sure to:
a) discuss all available options
b) tell the customer what can and what can’t be done
c) get agreement from the customer.
Getting started:
[name] speaking. How can I help?
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Action modules B
Business cards
Featured language: asking for advice, getting clarification

You recently moved to an overseas office and are still learning about how to do business here. One
of the things you feel you still have a lot to learn about is local business card etiquette. You are at
lunch with one of your local colleagues. You would like to find out as much as you can about the dos
and don’ts of handing out and receiving business cards.
How do the local practices compare to those in your home country?
Getting started:
Yes, what advice would you give about what to do and what not to do?
➠ Interview with the CEO
Featured language: pressing for details, asking for clarification, paraphrasing

You are interviewing your company CEO for the in-house magazine. You are asking questions about
three areas:
• The company’s mission and the CEO’s vision.
• His / her typical day.
• What he / she thinks the priorities for managers are / should be.
Be sure to press for details where you can. What do you think your readers will be interested in?
Getting started:
Thank you for taking the time to talk to me. My first question for you is .
➠ Summary of a meeting
Featured technique: pressing for details, asking for clarification

You have just joined a new team/department as supervisor. You need to find out what is going on
and what happened in the recently held meetings. You have asked your colleague to fill you in. Make
sure you understand the background. Find out what kind of meetings they were (e.g. brainstorming,
problem-solving etc.). Who attended? What was on the agenda? What decisions were made? What
next steps have been agreed upon?
Getting started:
I really appreciate your time, ! Can you fill me in on recent developments?
A customer enquiry
Featured language: talking about experience, giving reasons

It’s Saturday morning. You are calling the company because the item you bought six months ago
isn’t working. You still have the receipt and the item is still under guarantee.
Getting started:
Hello, I wish to register a complaint!
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Your turn
1 A: Describe one (or more) of your business contacts. Who do they work for? What do they do?
When and where did you first meet? How long have you known each other? How often do you
have contact?
B: Explain a typical product life cycle. What happens during the prelaunch, growth, maturity and
decline phases in terms of a) sales and b) profits? When is marketing most important? What
about market research?
C: Summarize and explain what the 4 Ps of product, price, place and promotion mean. How
important is price? What about the market position of the product/service? What about
distribution? What kinds of promotion are there? Which is the most effective?
D: Talk about an advertising campaign you think was / is successful. What are the reasons it is
successful? What are the slogans and catch phrases? Explain AIDA (attention, interest, desire,
action).
E: Prioritize and explain what employees usually want from their managers. What don’t they
want? Which factors and behaviors are the most important? Which are less important? How
does your manager’s style compares to this?
2 A: Moving overseas
Featured language: connecting ideas, back-up arguments, rhetorical questions
Make a presentation on the pros and cons of moving operations to another country. Be sure to
include an introduction and opening, the main body and a closing. What about labor costs and
production costs? Are language and cultural issues a concern? Be sure to present both sides of
the argument.
Answer questions on your presentation. Restate or paraphrase the question, then expand on
the information.
B: Customer expectations
Featured language: expanding ideas, giving examples, paraphrasing
Make a presentation on how the RATER model (reliability, assurance, tangibles, empathy,
responsiveness) can help your company meet customer expectations. Be sure to include an
introduction and opening, the main body, and a closing.
What does each of these words mean in practical terms? What are some things customers
hate? Why do customer switch?
the information.
C: SWOT analysis
Featured language: prioritizing, summarizing, giving details
Give a SWOT (strengths, weaknesses, opportunities, threats) analysis of your company or
organization.
the information.
Objectives ladder confirmation and wrap up
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Chapter 7
Human resources
Topics
Recruitment
Applicants
Employment policies
Benefits
Performance reviews
Objectives
Discussing recruitment
Responding to applicants
Describing policies and benefits
Talking about performance reviews
Structures
Reported speech
Permissives: allow, permit, let
1 How’s the response been? Track 22

John: Good afternoon. Executive Recruitment, John Adler speaking.
Cara: Hi, John. This is Cara Wilson from Rayburn. I’m calling to see how the
response to the job ad has been.
John: Oh, hi, Cara. As you know, the application deadline is next week, but
so far, the response has been excellent. We’ve received about fifty
résumés, and I’ve made a short list of the most promising applicants.
You said you wanted to be here for the first interviews, right?
Cara: That’s right. How soon can we start?
John: If it’s OK with you, I’d like to schedule interviews for the 10th, 11th,
and 12th.
Cara: Sounds good. Can you send me the résumés of the applicants on your
list so far?
John: Sure. Is Friday OK?
Cara: Perfect. Then I can have a look at them over the weekend and give you
some feedback on Monday.
John: That’d be great, Cara. Thanks.
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Discussing recruitment
2 Recruitment methods
recommendations, word of mouth unemployment office
recruitment agencies labor office
classified ads Internet résumé searches
How does your company find applicants?
Do you use one method or a combination of methods?
Which way is the most effective? The most economical?
3 Positions available
EXPERIENCED SALES REP

of and experience with Peachtree products a
Peachtree, a leader in the computer industry, plus. Comprehensive training will be provided.
is expanding. Due to rapidly growing demand
for our products, we are adding several In addition to a generous salary and
sales positions. Successful candidates will benefits, successful candidates can
have a minimum of three years’ experience earn unlimited commissions.
selling computer-related products, a proven
sales record, and excellent communication Interested applicants should send their
skills. Candidates should be familiar with the résumés with cover letter and salary
IT / software industry in general. Knowledge history to: hr@peachtree.com.
4 What skills are necessary?
Computer proficiency and language skills are a must.

critical.
essential.
the absolute minimum.
What skills are essential for your job?

What skills are the absolute minimum for an entry-level position in your department?
5 Who will you interview?

Imagine your company placed an ad in the paper for an open position in your department. You have
received 150 résumés, and your boss has asked you to create a short list of ten applicants to invite for an
interview. What information will you use to make your decision?
• education
• additional qualifications
• references
• experience
• language skills
• other
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Responding to applicants
6 On the phone: we’re impressed with your résumé Tracks 23 and 24
Call 1
1. The recruitment agency is calling. ...........................................................................................................T
True F
2. They are making an appointment for a first interview.............................................................................T True F
3. Debra has applied for a marketing position. ...........................................................................................T False F
4. The company hasn’t seen Debra’s résumé yet. ........................................................................................T False F
Call 2
1. The recruitment agency is calling back....................................................................................................TFalse F
2. The company is inviting Cara to a second interview................................................................................T True F
3. Debra and Cara will meet at the recruitment agency. .............................................................................T False F
4. Debra will have an interview with the department head. .......................................................................T True F
7 A letter of rejection
Dear
Thank you for your letter regarding the position of .
Although your background and work experience are very impressive,
• we have chosen a candidate whose qualifications more closely match our requirements
• the position has already been filled
We wish you every success in your job search.
8 Reported speech
“We are looking for a new trainee.” He said they were looking for a new trainee.
“I want you to read the résumés.” He said he wanted me to read the résumés.
“The first interview will be on Tuesday.” He said the first interview would be on Tuesday.
“We have filled the position.” He said they had filled the position.
“We wrote back to all the candidates. He said they had written back to all the candidates.
“Call the recruiting agency!” He told me to call the recruiting agency.
“Don’t place an ad in the paper!” He told us not to place an ad in the paper.
“I want to interview Jill Carson and Brian Dawkins again.”

“Call them and make an appointment for a second meeting.”
“Send a polite letter of rejection to the other applicants.”
“I haven’t made a final decision yet.”
“We will offer the job to the person who can start the soonest.”
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Describing policies and benefits

9 What’s the policy?
Employees may take up to five personal days a year.
Active voice The company allows employees to take up to five personal days a year.
The company permits employees to leave early on Fridays.
The company allows employees to take company equipment home.
Passive voice Employees are allowed to take four weeks of vacation.
Employees are not permitted to use company phones for personal calls.
• wear casual clothing

• work flexible hours, if approved
• smoke inside the building
• carry over a maximum of ten unused vacation days to the next year
10 Company benefits Track 25

already offered possible new benefit
dental plan ●
health plan ●
life insurance ●
pay for child care ●
pay for training ●
retirement plan ●
11 A paycheck
NuTek, Inc. MAIN STREET BANK 38999 38999

3434 Main Street Miami, FL 33128
Miami, FL 33128 12-34/5678
Gross Pay $2450.00
DATE AMOUNT
05/15/07 $1,771.11 Fed. Income Tax 347.60
PAY One thousand seven hundred seventy-one dollars and eleven cents Soc. Sec. Tax 202.09
TO THE James Murray Medical 78.95
ORDER 17 Grove Lane VOID AFTER 90 DAYS Dental 50.25
OF Miami FL 33150
James Murray NET PAY 1771.11
002268001 002268001 123 45678
This is one of James Murray’s bi-weekly paychecks. James’s annual salary is $63,700. NuTek deducts money
from each of his checks for taxes and payments to the company’s medical and dental insurance programs.
Each payday, James’s take-home pay is $1,771.11.
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Talking about performance reviews

12 Job performance evaluations
Job knowledge has all the skills necessary to do the job; stays up-to-date with
developments related to the position
Planning is able to plan and schedule work effectively; sets goals and
organizes work; uses time efficiently
Performance produces high-quality work; is reliable; meets deadlines; works
well under pressure
Communication cooperates well with superiors, subordinates, and peers;
speaks and writes clearly
Management provides clear explanations and instructions to others; makes
good decisions; solves problems
Potential learns quickly; is willing to take on new responsibilities
13 How did the review go?

Kim: So, how did your first performance review go?
Chris: Pretty well, I think. Barbara says my knowledge and potential are outstanding.
Kim: That’s good news.
Chris: She also said my performance exceeds expectations in most areas.
Kim: Sounds like you’re doing a great job.
Chris: Not in everything. She told me my planning doesn’t always meet expectations.
Kim: Well, you’ve only been there for six months. It takes time to get adjusted to a new position.
Chris: True. And she’s offered to help me when I set goals and make schedules.
Kim: Was there anything else?
Chris: Well, according to Barbara, there’s one area that really needs improvement. She said my
communication has been unprofessional at times. She wants to review drafts of any important
e-mail messages before I send them.
Kim: Sounds to me like Barbara is a very supportive manager.
14 Reported questions
“When was your last evaluation?” Ä She asked (me) when my last evaluation was.
“How can I help you with your job?” Ä She asked (me) how she could help me with my job.
“Are you willing to take on new Ä She asked (me) if/whether I was willing to take on new
tasks?” tasks.
“Do you need any additional Ä She asked (me) if/whether I needed any additional support.
support?”
“Do you have any comments?” Ä She asked (me) if/whether I had any comments.
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15 You’ve got mail: announcing an appointment

From: smcarthur@emsmw.com
To: all_management@emsmw.com
Subject: Appointment of Daniel Robertson as Director of Marketing
Memorandum
To: EMS Management Worldwide
From: Steven McArthur
Date: 5 May 2008
Re: Appointment of Daniel Robertson as Director of Marketing
I am very pleased to announce the appointment of Daniel Robertson as the new Director of
Marketing. He will be joining us on May 12.
Daniel joins us from Schaefer Management Associates, where he held the position of Marketing
Director of SMA’s European Division.
Daniel graduated from Princeton University in 1990, and he has an MBA from Wharton.
Please join me in welcoming Daniel to EMS and wishing him much success in his new position.
Sincerely,
Steven McArthur
President
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Chapter check
Now you can …
A Discuss recruitment
How’s the response been?
B Respond to applicants
We were impressed with your résumé …
C Describe policies and benefits
NuTek, Inc. MAIN STREET BANK 38999 38999

3434 Main Street Miami, FL 33128
Miami, FL 33128 12-34/5678
Gross Pay $2450.00
DATE AMOUNT
05/15/07 $1,771.11 Fed. Income Tax 347.60
PAY One thousand seven hundred seventy-one dollars and eleven cents Soc. Sec. Tax 202.09
TO THE James Murray Medical 78.95
ORDER 17 Grove Lane VOID AFTER 90 DAYS Dental 50.25
OF Miami FL 33150
James Murray NET PAY 1771.11
002268001 002268001 123 45678
Does NuTek, Inc. pay for Mr. Murray’s dental insurance?
D Talk about performance reviews

How did the review go?
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A Discussing recruitment
Companies have many ways of selecting applicants, including written tests, interviews, and
recommendations. Explain your company’s hiring process.
NRFM has different methods of selecting applicants, for example they use interviews, psychological test, technical
exams. There are different stages in the interviews, first interview is with Human Resources department, they ask
you soft questions about your profile and make you take some personality and psychological test if they feel that
you are a potential candidate they contact you to the business client. In this interview, he asks you more technical
questions related with the job position, he asks you about your experience and job background, sometimes the user
can give you a business case and you need to solve it, if everything goes good in this stage, you go to the last filter
with a Head department, he is the one that takes the final decision.
B Responding to applicants
Is education, personality, intelligence or appearance the most important when hiring a new employee?
Which is the second most important? Give your reasons.
C Describing policies and benefits

Think of some creative benefits that companies can offer to attract and retain employees.
Benefits compensation are good at NRFM, but I think we can make them better and more attractive to
the employees, below my recommendations, focused on people that don't have family (wife, children)
1. Gym certificate
2. Monthly Starbucks certificate
3. Vacations bonus
4. Special discounts at clothing stores.
5. Monthly Gasoline bonus
D Talking about performance reviews

Many companies have switched from a seniority-based salary system to a performance-based one. Do you
think this is a good idea? Why or why not?
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1 How’s the response been? Track 22
John: Good afternoon. Executive Recruitment, John Adler speaking.
Cara: Hi, John. This is Cara Wilson from Rayburn. I’m calling to see how the response to the job ad has been.
John: Oh, hi, Cara. As you know, the application deadline is next week, but so far, the response has been excellent.
We’ve received about fifty résumés, and I’ve made a short list of the most promising applicants. You said you
wanted to be here for the first interviews, right?
Cara: That’s right. How soon can we start?
John: If it’s OK with you, I’d like to schedule interviews for the 10th, 11th, and 12th.
Cara: Sounds good. Can you send me the résumés of the applicants on your list so far?
John: Sure. Is Friday OK?
Cara: Perfect. Then I can have a look at them over the weekend and give you some feedback on Monday.
John: That’d be great, Cara. Thanks.
6 On the phone: we’re impressed with your résumé Tracks 23 and 24
John: Hello. This is John Adler with Executive Recruitment. I’d like to speak with Debra Wallace, please.
Debra: Yes, this is Debra.
John: Debra, I’m calling in reference to your application for the sales position we advertised.
Debra: Oh, yes. Did you need additional information from me?
John: No, not at all. We were very impressed with your résumé, and we’d like to invite you in for an interview. Would
you be available next Tuesday or Wednesday morning?
Debra: Wednesday would be good for me.
John: All right. Is nine o’clock OK for you?
Debra: Yes, that would be fine.
John: Great. Well, we’ll see you next Wednesday at nine.
Debra: I’m looking forward to it. Thank you.
Cara: Hello. Is this Debra Wallace?
Debra: Yes, it is.
Cara: Debra, this is Cara Wilson with Rayburn, Inc.
Debra: Hello, Ms. Wilson. What can I do for you?
Cara: I’d like to invite you to our office for a second interview if you’re still available.
Debra: Yes, I am. When would you like me to come in?
Cara: Could you come in on Tuesday at eleven? I’d like you to meet the head of our sales department.
Debra: Tuesday at eleven is fine.
Cara: Great. Well, thank you very much. And we’ll see you next week.
Debra: Thank you. I’m looking forward to it.
10 Company benefits Track 25
Woman: In order to attract and keep talented people, we have to upgrade our compensation package.
Man: Why? We already pay more than most companies, don’t we?
Woman: In terms of salary, yes. But our benefits package is average, at best.
Man: So what do you have in mind?
Woman: Well, as you know, we have an excellent health plan with all costs paid by the company and optional life
insurance with costs shared by the company and the employee. In addition, all employees are eligible for our
retirement plan.
Man: Our plan already represents over 30% of total payroll costs.
Woman: That’s true for most companies. But many firms also offer benefits exceeding 40%.
Man: What else do you think we should be offering?
Woman: Well, many firms offer coverage for dental care, as well as paying for job-related training. Some firms even
pay for child care.
Man: Do you really feel that adding these benefits would improve the quality of applicants we attract?
Woman: Definitely. And we wouldn’t have to offer everything.
Man: Why don’t you put together a study of companies similar to ours that offer some of these additional benefits.
If the results support what you’re saying and the added cost is reasonable, I’m willing to consider it.
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Chapter 7 homework > back to questions
A Discussing recruitment
Companies have many ways of selecting applicants, including written tests, interviews, and
recommendations. Explain your company’s hiring process.
Our company has a 3-step process of written exam, HR interview, and executive interview. The written
exam consists of multiple choice, matching, and short essays. The test has been designed to measure the
applicants analytical skills and …
B Responding to applicants
Is education, personality, intelligence or appearance the most important when hiring a new employee?
Which is the second most important? Give your reasons.
1. Intelligence
Intelligence is perhaps the most important quality. This is something that we as businesspeople need in
any job. Our level of intelligence tells us how much potential we have in …
C Describing policies and benefits

Think of some creative benefits that companies can offer to attract and retain employees.
I know a company that gives its employees discounts on OTC drugs. Each month, employees can
get a 30% discount on medicine by ordering from the company medicine catalogue. This is a benefit
that everyone can enjoy because it does not favor or discriminate against anyone. Many employees
appreciate this benefit.
D Talking about performance reviews

Many companies have switched from a seniority-based salary system to a performance-based one. Do you
think this is a good idea? Why or why not?
Absolutely. For many years, Japanese employees worked in a system where everyone was treated equally
regardless of performance. At that time, the system was accepted as people in Japan had more respect
for seniority. However, in recent years, this has changed. The performance-based salary system is one way
Japanese companies are attempting to change this. I think that …
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Chapter 8
Banking and finance

Topics
Bank services
Financial documents
Investments
Objectives
Talking about bank services
Discussing financial data
Talking about investing
Asking for and giving advice
Structures
Relative clauses, object form: the
bank that / which we use …, the
financial advisor that / whom we
consulted …
Mixed conditionals: if we had
managed our finances better, we
wouldn’t need to borrow money
now
1 What are the terms of the loan? Track 26

Ms. Ames: Based on what you’ve told me, I don’t think you’ll have a problem
getting a loan.
Mr. Taylor: What will the interest rate be?
Ms. Ames: One half percent above the prime rate, which is currently 8%.
Mr. Taylor: And what about the payment schedule?
Ms. Ames: Payments are due monthly for the twenty-year life of the loan.
Mr. Taylor: Is it possible to pay loans off early?
Ms. Ames: Of course. You can pay off the principal at any time with no penalty.
Mr. Taylor: How long will it take to get final approval?
Ms. Ames: Once we’ve received your application, the entire process usually
takes two to three weeks.
Mr. Taylor: Fine. I’ll get back to you as soon as we decide if we want to go ahead
with the expansion.
Ms. Ames: That would be fine. Thank you for coming in.
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Talking about bank services

2 What do companies borrow money for?
• financing construction
• funding projects and / or new ventures
• purchasing equipment / property
Has your company ever borrowed money? What for?
3 What services does the bank offer?
Õ First Bank offers the following commercial services:

• Corporate and small business checking and interest-bearing accounts
• Corporate and small business credit cards
• Commercial mortgages
• Construction loans
• Credit / debit card processing
• 24-hour online access to your accounts
4 To apply for a loan …

Adam: As part of your loan application, you’ll need to include a business plan.
Laura: What exactly do you mean?
Adam: A description of why the company wants the money.
Laura: I see. And what else?
Adam: We’ll need information about the company’s income, assets, liabilities, and any other debts.
Laura: Couldn’t we just submit a statement of income and a balance sheet?
Adam: You could, but this information must be included on the application form, as well.
Laura: OK. What happens after the application is submitted?
Adam: We run a credit check on your company, and the financial data and business plan are reviewed.
5 Relative clauses, object form
The bank offers many commercial services. We use it.

Ä The bank that we use offers many commercial services.
Ä The bank which we use offers many commercial services.
Ä The bank we use offers many commercial services.
The financial advisor suggested refinancing our loans. We consulted him.
Ä The financial advisor that we consulted suggested refinancing our loans.
Ä The financial advisor whom we consulted suggested refinancing our loans.
Ä The financial advisor we consulted suggested refinancing our loans.
The expansion should increase the company’s profits. We’re planning it.
The banker was very good. You recommended him. Tip!
I am having lunch with a stockbroker. I met her at a conference last month.
The loan officer hasn’t gone over the application yet. I submitted it. Which and whom
are used more often
in writing than in
speaking
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Discussing
Discussing fifinancial
nancial data
data
66 Cash
Cashflflow
ow
77 Statementof
Statement ofincome
income
Income($mil)
Income ($mil) Otherincome:
Other income:
Sales
Sales 164.8
164.8 revenues
revenues fromsources
from sourcesother
otherthan
thansales
sales(e.g.,
(e.g.,interest
interest
Otherincome
Other income 5.0
5.0 earned)
earned)
Totalincome
Total income 169.8
169.8
Costs
Costs Variablecosts:
Variable costs:
Materialsand
Materials andproduction
production 112.7
112.7 costs
costs and
and expenseswhich
expenses whichchange
changedepending
dependingon on
Operatingexpenses
Operating expenses 10.1 productionvolumes
10.1 production volumes(e.g.,
(e.g.,materials)
materials)
Researchand
Research anddevelopment
development 5.2
5.2
Totalcosts
Total costs 128.0 Fixedcosts:
128.0 Fixed costs:
Incomebefore
Income beforetax
tax 41.8 costs
41.8 costswhich
whichremain
remainfairly
fairlyconstant
constant(e.g.,
(e.g.,rent)
rent)
Taxeson
Taxes onincome
income 20.0
20.0
Netincome
Net income 21.8
21.8
88 Balancesheet
Balance sheet
Assets($mil)
Assets ($mil) Liabilities($mil)
Liabilities ($mil)
Currentassets
Current assets Currentliabilities
Current liabilities
Cash
Cash 0.6
0.6 Accountspayable
Accounts payable 8.0
8.0
Short-termsecurities
Short-term securities 0.2
0.2 Mortgage
Mortgage 1.8
1.8
Accountsreceivable
Accounts receivable 12.4
12.4 Interest
Interest 0.9
0.9
Inventory
Inventory 7.4
7.4 Taxes
Taxes 3.4
3.4
Totalcurrent
Total currentassets
assets 20.6
20.6 Totalcurrent
Total currentliabilities
liabilities 14.1
14.1
Fixedassets
Fixed assets Long-termliabilities
Long-term liabilities
Land
Land 1.6
1.6 Mortgagedue
Mortgage due 14.7
14.7
Plantand
Plant andequipment
equipment 6.6
6.6
Totalfifixed
Total xedassets:
assets: 8.2
8.2 Totallong-term
Total long-termliabilities:
liabilities: 14.7
14.7
Totalassets
Total assets: : 28.8
28.8 Totalliabilities
Total liabilities: : 28.8
28.8
76
76 ©2009,
©2009,2007
2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. Business Level 4 • Chapter
Business Level 48•
Sec1:76 3/23/09
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Talking about investing

9 Is it a good investment?
• stocks Tip!
• bonds
• gold CD = certificate of
• real estate deposit
• mutual funds (bank certificate)
• certificate of deposit (CD) CD = compact disc
(audio or computer
10 What kind of investor are you? disc)
The portfolio mix
stocks
bonds
risk-taker moderate cautious conservative

risk-taker investor investor
I’m a conservative investor. I like a steady return with as little risk as possible.
I’d like to earn a high return on my investment, and I’m willing to accept some risk to get it.
11 Investing in foreign markets

1. setting up a subsidiary company in a foreign country a) acquisition
2. setting up a partnership with a company in a foreign market b) direct exporting
3. buying a foreign company c) direct investment
4. using existing sales force and local agents to sell in a foreign country d) joint venture
12 Mixed conditionals
If we had managed our finances better, we wouldn’t need to borrow from the bank now.
Our market share in Asia would be much higher if our joint venture plans had succeeded.
If we hadn’t put so much money into R&D years ago, …

If my department had hired more people last year, …
Our company would be more profitable if …
I would have a lot more money for retirement if …
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Asking for and giving advice

13 On the phone: worried about my portfolio Track 27
Charles Lawton is speaking with his financial advisor, Bill O’Neal.
Charles is b his portfolio. a. satisfied with b. concerned about

Bill advises him not to let a changes worry him. a. short-term b. long-term
Charles is b retirement age. a. nearing b. far from
Recently, the markets fell b . a. 4% b. 6%
Charles’s portfolio a earlier in the year. a. appreciated b. lost ground
Bill advises Charles to keep the b in mind. a. long-term b. long view
14 Stock listings
Last Week’s Stock Market / Closing Share Prices
Twenty Most Active Stocks
NY Stock Exchange NASDAQ
Vol. (00) Last Change Vol. (00) Last Change
AOL TW 2031740 20.10 -2.32 WorldCom 4690517 5.01 -1.25
GenElec 1865046 33.55 -3.55 SunMicro 3781243 7.97 -0.74
Lucent 1821438 3.95 -0.58 Cisco 3728948 15.30 -0.85
IBM 1103784 85.60 -11.65 Intel 2496265 28.39 -1.66
NokiaCp 1103762 18.69 -1.22 Oracle 2115167 11.51 -0.62
AT&T 1069206 13.60 -1.4 Microsft 1609194 55.93 +0.06
Compaq 913485 9.98 +0.42 SiebelSys 1336314 26.43 -1.45
HewlettP 737010 17.80 +0.81 DellCptr 1008942 26.12 -0.30
Pfizer 675130 39.29 +1.29 JnprNtw 877412 10.90 -0.52
MerrillLyn 634415 46.89 -7.01 Yahoo 863339 15.72 -2.45
Which stocks would you recommend buying?
15 What should we do?

Paul: We’re holding too much cash. What do you suggest we do with it?
Kenny: I would invest some of it in high-yield, short-term securities.
Charles: Which do you recommend, setting up a subsidiary or entering into a joint venture?
Sandra: Setting up a subsidiary is expensive. With a joint venture, you have a partner with local knowledge
and experience.
Joy: Our bank fees just keep going up and up. Do you think we should change banks?
Maggie: You should look around and see what other banks are charging first.
Simon: What do you think about investing in real estate?

Linda: If I were you, I’d invest in something else. The market is flat and property taxes are high at the
moment.
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16 You’ve got mail: a follow-up message

From: william.oneal@branfordandtaylor.com
To: cjlawton_personal@yahoo.com
Subject: asset allocation suggestions
Dear Charles,
As we discussed earlier this week, I’m following up with some suggestions for a few changes you
might consider making to your current allocation of assets in your portfolio. I’ve outlined three
different approaches in the attached document.
These changes would allow you to take better advantage of the improved conditions we’re seeing in
the international markets, as well as the strong growth worldwide in the energy sector.
After you’ve had a chance to look this over, let’s set up a time to discuss how you would like to
proceed.
Best regards,
Bill O’Neal
Analyst & Broker

Branford & Taylor Financial Consulting
383 Madison Avenue
New York, NY 10017
tel.: (212) 555-8527
fax.: (212) 555-8533
e-mail: william.oneal@branfordandtaylor.com
suggestions.doc
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Chapter
Chaptercheck
check
Now
Nowyou
youcan
can…
…
AA Talk
Talkabout
aboutbank
bankservices
services
Õ
Õ First
FirstBank
Bankoffers
•• Corporate
offersthe
Corporateand
andsmall
thefollowing
followingcommercial
smallbusiness
commercialservices:
businesschecking
checkingand
services:
andinterest-bearing
interest-bearingaccounts
accounts
•• Corporate
Corporateand andsmall
smallbusiness
businesscredit
creditcards
cards
•• Commercial
Commercialmortgages
mortgages
•• Construction
Constructionloans
loans
•• Credit
Credit/ debit
/ debitcard
cardprocessing
processing
•• 24-hour
24-houronline
onlineaccess
accesstotoyour
youraccounts
accounts
What
Whatservices
servicesdoes
doesthe
thebank
bankoffer?
offer?Explain.
Explain.
BB Discuss
Discussfifinancial
nancialdata
data
What
Whatwas
wasthis
thiscompany’s
company’stotal
totalcash
cashflflow
owinin…?
…?
CC Talk
Talkabout
aboutinvesting
investing
What
Whatkind
kindofofinvestor
investorare
areyou?
you?
DD Ask
Askfor
forand
andgive
giveadvice
advice
Which
Whichstocks
stocksdo
doyou
yourecommend
recommendbuying?
buying?
80
80 ©2009,
©2009,2007
2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. Business
BusinessLevel
Chapter88
Ch8:80 3/23/09
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A Talking about bank services

Banks should be more willing to lend money to small businesses. Do you agree or disagree with this
statement? Explain your answer.
I think that banks should only lend the money that small business can pay, if the Banking
Institutions provide big amounts of money to small business can affect their economy ,
because in many cases, the financial statements of small business have continuously
hiccups, so Banks should make a good study and according to the results lend money.
I think if the bank lend the money they should guide to the company during the life credit,
to help them to make good investments
B Discussing financial data

The monthly profit and loss statement has just come out, and you see that net income has fallen due to
lower sales. What can your company do to reduce costs?
If this scenario is presented in a company, I would reduce cost by:
*Traveling cost - International departures are not allowed, if you can take the meeting by video conference, phone call,
if the travel is required, the employee needs to get the approval from the head department.
*Conventions - This kind of events are limited for local conventions and for the people that arranged the meeting 1 year
ago
*Training - Special training with external companies are not allowed.
* Social Meetings - This events are suspended, the clients should meet the customers in the office, catering coffee will
be provided
C Talking about investing

What are some of the risks for companies investing in foreign markets?
I think some of the risk that the companies should take in advice are:
* Local Competitors: Take into account that local markets can corner the market, and new products are not well
received
* Local Taxes: companies should investigate the local laws and calculate its profit according to the taxes that they need
to pay for offering their services
* Man Workforce: The risk is that they need to pay more in another country than in their local country.
* Local economy: This is a bid issue because if the companies are looking to invest in a country with a week economy,
this potentially affects their financial statements
D Asking for and giving advice

Imagine that a friend gives you a million dollars to invest. He wants you to make as much money as
you can with it in five years. How would you invest it? Use a pie chart to show the distribution of your
investment.
If I had a million dollars I would be a Moderate Risk Taker,

I would allocate the money as follows:
Moderate - * 50% bank credit bounds
Risk Taker
* 25% invest in my own business
* 25% I would lend my money and gain with interest
1 3/30/09 10:56:10
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(y ) (y )

1 What are the terms of the loan? Track 26
Ms. Ames: Based on what you’ve told me, I don’t think you’ll have a problem getting a loan.
Mr. Taylor: What will the interest rate be?
Ms. Ames: One half percent above the prime rate, which is currently 8%.
Mr. Taylor: And what about the payment schedule?
Ms. Ames: Payments are due monthly for the twenty-year life of the loan.
Mr. Taylor: Is it possible to pay loans off early?
Ms. Ames: Of course. You can pay off the principal at any time with no penalty.
Mr. Taylor: How long will it take to get final approval?
Ms. Ames: Once we’ve received your application, the entire process usually takes two to three weeks.
Mr. Taylor: Fine. I’ll get back to you as soon as we decide if we want to go ahead with the expansion.
Ms. Ames: That would be fine. Thank you for coming in.
13 On the phone: worried about my portfolio Track 27
Charles: Bill, with all the changes in the markets lately, I’m a little worried about my portfolio.
Bill: We’ve had this chat before, Charles.
Charles: I know. I know. I’m not supposed to let day-to-day market changes get to me.
Bill: Exactly. You’re in it for the long term. You’re saving for retirement, right?
Charles: Right.
Bill: And you’re forty-six years old, right?
Charles: Right.
Bill: You have a lot of years in front of you—too many to be worrying about a hiccup in the markets here or there.
Charles: But what about the 6% drop in share prices over the last two months—
Bill: Your portfolio appreciated at least that much over the first four months of the year. You haven’t lost any
ground at all.
Charles: OK, OK.
Bill: And even if you had, Charles, your portfolio has done very well the last ten years. You need to keep the long
view in mind.
Charles: It’s just that—
Bill: Charles.
Charles: All right. I’ll try to relax.
Bill: I know it’s hard not to get worried when your future is at stake, but you’ve made some very good decisions.
Let’s talk about your current asset allocation. There may be a few adjustments that we could make to …
151_1_G4_Tex_Even_CS3 2Ch8:82 3/30/09 10:56:10
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(y (y ) )
A Talking about bank services

Banks should be more willing to lend money to small businesses. Do you agree or disagree with this
statement? Explain your answer.
If banks were more willing to lend money to small businesses, more talented individuals would leave
their companies to start their own companies. More jobs would be created, and Japan would be more
competitive globally.
I’ve heard that in the US, the government, banks, and investors are more lenient with new businesses
when it comes to lending money. Americans tend to have more of an entrepreneurial spirit than their
counterparts in other countries. We can see this clearly with the …
B Discussing financial data

The monthly profit and loss statement has just come out, and you see that net income has fallen due to
lower sales. What can your company do to reduce costs?
In our business, our biggest cost is labor. However, it’s also the most difficult one to reduce without
damaging employee moral or brand image. Therefore, managing labor costs needs to be done with the
utmost care. In our company, we look at other nonessential areas that can be …
C Talking about investing

What are some of the risks for companies investing in foreign markets?
Any company looking to expand their operations in foreign markets needs to consider more than just
growth potential. They need to look at factors that could hamper or even bring business growth to a halt.
Many companies have had firsthand experience of difficulties involving cultural differences, language
barriers, and misunderstanding local needs.
Companies need to consider the effects of …
D Asking for and giving advice

Imagine that a friend gives you a million dollars to invest. He wants you to make as much money as
you can with it in five years. How would you invest it? Use a pie chart to show the distribution of your
investment.
I believe in the old saying, “Don’t put all your eggs in one basket.” So, I’d
have at least half of the money put in low/risk low/return investments, such
as government bonds, US currency, and gold. With the other half, I would
look
at …
3 3/30/09 10:56:10
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(y ) (y )
Chapter 9
Business travel
Topics
Travel plans
At the airport
Aboard the plane
Objectives
Talking about travel plans
Getting around the airport
Getting around the plane
Meeting a visitor
Structures
in case, unless
Causative, active form: I have a
travel agent book my flights, I get
a travel agent to book my flights
because of, although (review)
1 Talking to a travel agent Track 28

Agent: How may I help you?
Traveler: I have to travel to Germany, and I’d like to fly into Hamburg and
return from Frankfurt, if possible.
Agent: That shouldn’t be a problem. When are you planning to travel?
Traveler: I’d like to leave on May 18 and return on the 23rd.
Agent: Leaving from JFK?
Traveler: Yes.
Agent: OK. Let’s see what we have. Do you want to fly business or economy
class?
Traveler: Business, please. And I’d like to leave as early in the morning as
possible, both ways.
Agent: OK, there’s a flight leaving on the 18th at 7:50 a.m., arriving in
Hamburg at 10:25 a.m. local time. And there’s a return flight from
Frankfurt on the 23rd at 8:00 a.m., arriving at JFK at 6:10 a.m. New
York time. Would that work?
Traveler: That sounds perfect.
Agent: Then I’ll go ahead and book the seats for you. Could I have your name,
please?
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(y (y ) )
Talkingabout
Talking abouttravel
travelplans
plans
22 Here’syour
Here’s yourticket
ticket
Whereisisthe
Where thepassenger
passengertraveling
travelingto?
to? Didshe
Did shebuy
buyaaone-way
one-wayororaaround-trip
round-tripticket?
ticket?
Whattime
What timewill
willshe
shearrive?
arrive? Willaameal
Will mealbebeserved
servedon
onthe
theflflight?
ight?
33 Unless,inincase
Unless, case
IfIfyou
youdon’t
don’thave
haveaaticket,
ticket,you
youcan’t
can’tcheck
checkin.
in. IfIfititrains,
rains,you
youwill
willneed
needan
anumbrella.
umbrella.Be
Besure
suretoto
Ä ÄYou Youcan’t
can’tcheck
checkininunless
unlessyou youhave
haveaa packone.
pack one.
ticket.
ticket. Ä ÄBe Besure
suretotopack
packan anumbrella
umbrellainincase
caseitit
rains.
rains.
Pleaseleave
Please leaveme meyour
yournumber
number in case I Ineed
needtotoreach
reachyou.
you.
I’llbebesitting
I’ll sittinginincoach
coach unless aaseat
seatbecomes
becomesavailable
availableininbusiness
businessclass.class.
ItIttakes
takesless
lessthan
thanan
anhour
hourtotoget
gettotothe
theairport
airport unless the
thetraffi
traffic cisisreally
reallybad.
bad.
Youshould
You shouldalways
alwaysconfi
confirm
rmyour
yourreservations
reservations in case the
theflflight
ightisisoverbooked.
overbooked.
44 Howare
How arewe
wegoing
goingto
toget
getthere?
there? Tip!
Tip!
WeWewill
willflflyyinto
intoLondon,
London,then
thentake
takeaataxi
taxitotothe
theCrown
CrownInn.Inn. US
US==rent
rentaacar
car
We’llbebethere
We’ll therefor
forfour
fourdays,
days,and
andthen
thenwe’ll
we’lltravel
travelbybytrain
traintotoParis.
Paris. UK
UK==hire
hireaacar
car
We’llspend
We’ll spendaacouple
coupleofofdays
daysthere,
there,then
thenwe’ll
we’llrent
rentaacar
carand
anddrive
drivetotoGermany.
Germany.
IfIfwe
wehave
havetime,time,we
wecan
cantake
takeaacruise
cruiseononthe
theRhine.
Rhine.
55 Rentingaacar
Renting car
Economy
Economy Luxury
Luxury SUV/ 4WD
SUV / 4WD Sportscar
Sports car
4-dr.,
4-dr.,auto.,
auto.,AA/ C/ C 2-2-oror4-dr.,
4-dr.,auto.,
auto.,AA/ C/ C 4-dr.,
4-dr.,auto.,
auto.,AA/ C/ C 2-dr.,
2-dr.,auto.
auto./ man.,
/ man.,AA/ C/ C
$85.00
$85.00/ day
/ day $136.00
$136.00/ day
/ day $163.00
$163.00/ day
/ day $189.00
$189.00/ day
/ day
Agent:
Agent: May
MayI Ihelphelpyou?
you? Marion:
Marion: Can
CanI Idrop
dropthethecar
caroff
offatatanother
anotherlocation?
location?
Marion:
Marion: Yes,
Yes,I’dI’dlike
liketotorent
rentananeconomy
economycar.
car. Agent:
Agent: Yes,
Yes,you
youcan,
can,butbutthere
thereisisan anadditional
additionalcharge
charge
Agent:
Agent: Would
Wouldyou youlikeliketotopurchase
purchaseinsurance
insurance for
forthat.
that.
for
forthe
thecar? car? Marion:
Marion: DoDoyou
youhave
haveanyanycars
carswith
withmanualmanual
Marion:
Marion: No,
No,thanks.
thanks.I’m I’mcovered
coveredthrough
throughmymy transmission?
transmission?
credit
creditcard.
card. Agent:
Agent: Sorry.
Sorry.All
Allour
ourcars
carsare
areautomatic.
automatic.
Marion:
Marion: IsIsthere
thereaacharge
chargeforformileage?
mileage?
Agent:
Agent: No.No.Unlimited
Unlimitedmileage
mileageisisincluded
includedininthetherental
rental
rate.
rate.
Marion:
Marion: DoDoI Ineed
needtotoreturn
returnthe
thecarcarwithwithaafull
fulltank?
tank?
Agent:
Agent: ForForaasmall
smallfee,
fee,we
wecancanfifillllititfor
foryou.
you.
BusinessLevel
Chapter99 ©2009,2007
©2009, 2007Berlitz
BerlitzLanguages,
Languages,Inc.
Inc. 85
85
151_1_G4_Tex_Odd_CS3
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(y ) (y )
Getting around the airport

6 I’d like to check in Track 29
Passenger’s name: Lous Departure gate: 35
Flight number: 923 GA Boarding time: 2 hours
Destination: TypA No. of bags, total: 2
Type of seat: Window No. of bags checked: 1
7 Could I have an aisle seat, please?

Stacy: I have a window seat. Could I change it to an aisle seat?
Agent: Let me check to see what we have. I’m sorry. There are no aisle seats left.
Stacy: That’s all right. Thank you for checking.
Pat: I’d like to use my frequent flyer miles to upgrade to business class.
Agent: Let me check availability in business class … That should be no problem. May I have your frequent
flyer number?
8 Security procedures
Security
Is this your luggage?
Did you pack your bags yourself?
Have they been in your possession at all times?
Has anyone asked you to carry anything onto the plane?
Passport control
Passport, please.
How long are you planning to stay?
Where will you be staying?
What’s the purpose of your visit?
Customs
Do you have anything to declare?
May I see your declaration form?
Could you open your bag, please?
Do you have a receipt for this?
9 Where is the baggage claim?
Excuse me. Where’s the baggage claim area?

Could you tell me where I can get a taxi?
Where are the car rental companies?
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Getting around the plane

10 On board
coach / economy class business class first class cockpit

overhead compartment restroom
emergency exit flight attendant passenger pilot
11 In-flight announcements Track 30

Ladies and gentlemen, we will be landing shortly. Thank you for flying Trans Air.
Please keep your seat bells fastened at all times when seated.
fast and seat lights
Please remain seated until the aircraft comes to a complete stop and the are turned off.
seat back Tray tables
Please return your and to their upright position.
overhead emergency exits
Please stow all hand luggage in an or under the seat in front of you. The are
located at the front of the aircraft and over the wings.
breakfast
We will be serving once we have reached cruising altitude.
12 I had the travel agent change my reservation
I asked the travel agent to book a flight.

Ä I had the agent book a flight.
Ä I got the agent to book a flight.
Mr. Jones is a terrible packer, so he always asks his wife to help him.
Our bags were too heavy for us, so we asked a porter to carry them.
I’m not familiar with the city, so I asked Kim to meet me at the airport.
13 On the phone: lost luggage Track 31

Amanda Taylor has lost a . a) a suitcase b) all of her luggage
The flight she was on a . a) arrived at 10:15 b) departed at 10:15
The baggage clerk asked for the b . a) ticket number b) baggage claim number
The airline offered to b . a) hold the bag b) deliver the bag
Ms. Taylor had the airline send the bag b . a) to her home address b) to her hotel
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(y ) (y )
Meeting a visitor
14 Nice to see you!
Hi! Good to see you! How’ve you been?
Hello! How are you? It’s nice to see you

again.
Hello. You must be Nina. Nice to meet you.

I’m Ken Jones.
Hello. Are you Mr. Becker? Welcome to Los

Angeles. I’m Jacinta Jenkins.
15 How was your flight?

Did you have a good flight? How was your trip?
Yes, I did. It actually arrived ahead of schedule. It was great! I slept through most of it.
Not really. It was a little rough because of the Not so good. We sat on the runway in London
bad weather. for an hour!
16 Review: because of, although
I missed my flight. There was too much traffic. The roads were icy. I arrived on time.
Ä I missed my flight because of the traffic. Ä Although the roads were icy, I arrived on
time.
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17 You’ve got mail: I’ll meet you at the gate

From: kenneth.jones@whitson.com
To: nina.patterson@silex.com
Subject: Your visit
Dear Ms. Patterson,
John Edwards has asked me to pick you up at the airport when you come for your visit next week.
Could you please confirm the date and time of your arrival and send me your flight details?
I will meet you at the Arrivals gate and will be holding a sign with our company name and logo on it.
I’m also attaching a photo of myself so you know what I look like.
I look forward to meeting you.
Best regards,
Ken Jones
kjones.jpg
9 3/30/09 10:56:10
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(y ) (y )
Chapter check
Now you can …
A Talk about travel plans

I have to travel to Germany …
B Get around the airport

Excuse me, where’s …?
C Get around the plane
The emergency exits are located …
D Meet a visitor
Hi! Good to see you!
Ch9:90 3/30/09 10:56:10
11:50:36 AM
Die_Cut
(y (y ) )
A Talking about travel plans

You have been named MVP in your department. Your boss has given you an air ticket to travel anywhere in
the world. Explain where you would go and what you would do there.
If a had a ticket to travel anywhere in the world, I would like to go to London, because it's a place that is interesting, with beautiful places
and awesome soccer stadiums. The first thing I would do in London would be going to a Pub to drink and eat typical beverages & food, then
I would like to go to visit the Big Ben Tower and the London Eye. I also would like to visit museums and watch a local soccer match.
B Getting around the airport

Here are the major steps you will encounter while traveling from one airport to another. Here are some
questions that you might be asked. How would you reply to them?
Situation Question / announcement Your reply
Money Do you have 17 more yen so I can give you No I don't have money in yens, I use credit cards to pay and dollars in cash.
exchange exactly 200 US dollars?
Check-in Would you like to use your frequent flyer miles to
upgrade to business class?
Yes, I'd like to use my frequent flyer miles
Security gate Have your bags been in your possession at all
Yes, my bags have been in my possession all times
times?
Duty-free store Can I see your boarding pass? Here it is my boarding pass
Boarding gate Passengers sitting in aisles 1-15, please form a
Excuse me. what about the passengers with window tickets?
line in front of gate 17.
Airplane Please return to your seats as we’re experiencing
Do you have any emergency process to reduce the impact?
some turbulence.
Immigration Did you make any stopovers on the way here? No it was a direct flight
Customs Anything to declare? No, i only travel with this backpack
C Getting around the plane

Describe the worst flight that you’ve experienced.
The worst flight was last year when I had a problem with my luggage, nobody could tell me where it was,
I spent over 3 hours looking at someone to help me, finally I found it in another gate, they told me that
maybe someone took by accident and put in another departure gate.
D Meeting a visitor
Someone is picking you up from the airport in New York. Complete the dialogue.
John: You:
Hi, I’m John Smith. You must be … Yes I'm, nice to meet you Mr Smith, Thank you for coming here
So, how was your flight? It was conformable, I always travel in business class
Is this your first time here? Yes, this is my first time here in Japan
What do you plan to do and see while you’re here? I'm planning to visit the new CEO of Japan's motors company
My car’s parked over there. Do you want to drive? No, I don't know the city and we may get lost
11 3/30/09 10:56:10
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(y ) (y )

1 Talking to a travel agent Track 28
Agent: How may I help you?
Traveler: I have to travel to Germany, and I’d like to fly into Hamburg and return from Frankfurt, if possible.
Agent: That shouldn’t be a problem. When are you planning to travel?
Traveler: I’d like to leave on May 18 and return on the 23rd.
Agent: Leaving from JFK?
Traveler: Yes.
Agent: OK. Let’s see what we have. Do you want to fly business or economy class?
Traveler: Business, please. And I’d like to leave as early in the morning as possible, both ways.
Agent: OK, there’s a flight leaving on the 18th at 7:50 a.m., arriving in Hamburg at 10:25 a.m. local time. And there’s
a return flight from Frankfurt on the 23rd at 8:00 a.m., arriving at JFK at 6:10 a.m. New York time. Would that
work?
Traveler: That sounds perfect.
Agent: Then I’ll go ahead and book the seats for you. Could I have your name, please?
6 I’d like to check in Track 29
Mr. Lewis: Hello.
Employee: Good morning, sir. Where are you going today?
Mr. Lewis: Taipei.
Employee: Your passport and ticket, please. Will you be checking any bags, Mr. Lewis?
Mr. Lewis: Just one. And I have this carry-on bag.
Employee: Would you like an aisle or a window seat?
Mr. Lewis: Window, please.
Employee: Flight 923 to Taipei will board at Gate 3. Boarding will begin in about two hours. Here’s your boarding
pass. Have a good trip, Mr. Lewis.
Mr. Lewis: Thank you. Bye.
11 In-flight announcements Track 30
Pilot: Ladies and gentlemen, we will be landing shortly. Thank you for flying Trans Air.
Flight attendant: Please keep your seatbelts fastened at all times when seated.
Pilot: Please remain seated until the aircraft comes to a complete stop and the fasten-seatbelt lights are
turned off.
Flight attendant: Please return your seats and tray tables to their upright position.
Flight attendant: Please stow all hand luggage in an overhead compartment or under the seat in front of you. The
emergency exits are located at the front of the aircraft and over the wings.
Flight attendant: We will be serving breakfast once we have reached cruising altitude.
13 On the phone: lost luggage Track 31
Employee: Friendly Air. Baggage department.
Amanda: Hello. My name is Amanda Taylor. I’m calling about my lost piece of luggage.
Employee: What flight were you on?
Amanda: Flight 287. We got in this morning at 10:15.
Employee: Do you have your baggage claim number, Ms. Taylor?
Amanda: Yes, it’s ORD374.
Employee: OK. Give me just a minute while I check on it. [Pause] We have your bag, Ms. Taylor.
Amanda: Oh, that’s great! Where can I pick it up?
Employee: If you give me your address, we can deliver it to you between 2:00 and 3:30 this afternoon.
Amanda: I’m staying at the Regency Hotel in town, but I’ll be away from the hotel then. Can you leave it at the front
desk for me?
Employee: Of course, Ms. Taylor. We’re very sorry for the inconvenience.
Ch9:92 3/30/09 10:56:10
11:50:36 AM
Die_Cut
(y (y ) )
A Talking about travel plans

You have been named MVP in your department. Your boss has given you an air ticket to travel anywhere in
the world. Explain where you would go and what you would do there.
I guess it really depends on how many days I can get off work for this vacation. I think I’d go to South
Africa because it sounds far, and the ticket would probably be expensive. I’ve met one person from South
Africa before, and he seemed like a very nice person. As for things I’d do there, I would probably spend
most of the time drinking beer at the beach and thinking about what my colleagues were doing at that
moment. I would also …
B Getting around the airport

Here are the major steps you will encounter while traveling from one airport to another. Here are some
questions that you might be asked. How would you reply to them?
Situation Question / announcement Your reply
Money Do you have 17 more yen so I can give you I’ve got two ten-yen coins. Is that all right?
Exchange exactly 200 US dollars?
Check-In Would you like to use your frequent flyer miles to I don’t think I have enough miles. Thanks.
upgrade to business class?
Security Gate Have your bags been in your possession at all Yes, they have.
times?
Duty-Free Store Can I see your boarding pass? Here you go.
Boarding Gate Passengers sitting in aisles 1-15, please form a That’s me.
line in front of gate 17.
Airplane Please return to your seats as we’re experiencing Sure.
some turbulence.
Immigration Did you make any stopovers on the way here? No, I took a direct flight.
Customs Anything to declare? No, nothing.
C Getting around the plane

Describe the worst flight that you’ve experienced.
The worst flight I’ve ever been on was a flight back from Guam. The only flight that was available was
leaving at 5:25 a.m. My wife and I had to get up at 3 o’clock in the morning to make it on time. We got
to the airport at around four, but when we went to the counter to check in, the attendant said that all
the planes would be delayed due to bad weather. We ended up waiting for more than …
D Meeting a visitor
Someone is picking you up from the airport in New York. Complete the dialogue.
John: You:
Hi, I’m John Smith. You must be … It‘s a pleasure to meet you, Mr. Smith.
So, how was your flight? It was pretty smooth, thanks. There were no delays, and they
showed a movie I had never seen before.
Is this your first time here? Yes, it is, but I’ve visited the West Coast many times.
What do you plan to do and see while you’re here? Well, I was thinking of going to see a baseball game.
My car’s parked over there. Do you want to drive? You‘re kidding, right?
13 3/30/09 10:56:11
11:45:29 AM
Die_Cut
(y ) (y )
Chapter 10
Business news
Topics
Media
Business news
Objectives
Describing ways to get the news
Reporting news to others
Managing the news
Making predictions
Grammar
Verbs used in reporting
Causative, passive form:
have something done
1 That’s outrageous! Track 32

Tina: I saw a really interesting story on the news last night about Builder’s
Depot.
Greg: Really? What about them?
Tina: Did you know their CEO took home over $75 million in the last five years?
Greg: Wow. I wish I made that kind of money.
Tina: That’s not all. Apparently, the company’s investors were furious when
they found out.
Greg: Because …?
Tina: Because during those same five years, the company’s share price dropped
12%.
Greg: So, what happened? Was the CEO fired?
Tina: Well, actually, he resigned—and guess what—he got another $150 million
in severance pay.
Greg: That’s outrageous!
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Describing ways to get the news

2 Getting the news
There are many ways to get the news. Which ways do you prefer? Which sources are the most reliable?
3 What’s in the news today?
Nora: Are stocks up or down today? Dave: Do you know what the dollar-yen exchange
Hugh: To find out, click on the investment tab. rate is?
Liz: The list of exchange rates is on the money
page.
4 Where did you hear that?
I saw it on the news last night. There was a report on the radio yesterday.
I read an article in the newspaper this There was an announcement in the Times.
morning. There was a piece about it on the WorldNews Web site.
I heard about it from a business associate.
Lily: Did you know that China is one of the Cindy: Can you believe the price of gasoline may
fastest growing economies in the world? reach five dollars a gallon?
Roy: Really? Where did you hear that? Stan: What?! Where did you hear that?
Lily: I read an article about it on the Internet. Cindy: There was a report on TV about it.
151_1_G4_Tex_Odd_CS3 Ch10:95
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Reporting news to others

5 What type of news is it? Tracks 33–36
Trade D Corporate A Economic C Financial / markets B
6 Verbs used in reporting

“This is a technological breakthrough.” Ä Researchers reported that there was a
technological breakthrough.
“We will be opening a new plant in the Ä The company spokesperson announced that
region.” they would be opening a plant in the region.
“Consumer spending is at an all-time high.” Ä The Bureau of Statistics stated that consumer
spending was at an all-time high.
“The union will go on strike on Monday.” Ä The union representative declared the union
would go on strike on Monday.
“If we don’t get a raise, we’ll walk off the job.” Ä Workers are threatening to walk off the job
unless they get a raise.
7 Headlines
Today’s Top Stories
• SunTime raises Q3 forecast

• Blackwell warns it may back out of merger deal
• Cadtree plans to cut 15% of staff
• Alliance to buy MMB Bank for $2.7 billion
• Zenelli forecasts higher profits in next 3 years
• Skytrain predicts “at least 600” firm orders this year
• Detec Q1 sales grow 4.7%, below expectations
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Managing the news

8 Corporate scandals
• suspected of
• accused of
• charged with
• indicted on charges of embezzlement
• bribery
• corruption
• fraud
9 Causative form, passive voice (have something done)
We have a reputable firm audit our books. The company had someone look into the
Ä We have our books audited by a reputable matter.
firm. Ä The company had the matter looked into.
We are having an outside investigator brought in.

We have had the product removed from the shelves.
We will have an independent analysis done.
1. The CEO has someone review his public statements.

2. We have had someone question the employees.
3. We are having someone verify the reports.
4. They will have someone confirm the facts.
5. The company had someone check the figures.
10 No comment
Walter: Can we get your reaction to the court’s decision?
James: I have no comment.
Monica: Would you mind saying a few words about the report that
was leaked to the press?
Tanya: We are looking into the situation. That’s all I can say for now.
Dean: Is it true that your company is responsible for the

environmental damage done to the river?
William: The matter is under investigation. I’ll be able to tell you more
when we have the results.
Aaron: There have been rumors that you are planning to step down as chairman. Is that correct?
Edgar: I am not prepared to answer any questions at this time.
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Making predictions
11 A picture’s worth a thousand words
Activists are outraged by the damage being Mayor Gordon and Transportation Minister
done to the environment. Shelby inaugurate the new personal rapid
transit system.
12 Making predictions
Financial analysts forecast that demand for “green” stocks will boom in coming years.
Leading economists project that growth in developing countries will outpace growth in developed
nations.
Experts in the toy industry predict that the next hot trend will be robot dinosaurs as pets.
Market specialists anticipate that there will be a growing need for home-based water production.
I forecast that the markets in my region will .

I project that the economy of my country will .
I predict that the next hot trend in our industry will be .
I anticipate that there will be a growing need for .
13 What will the news of tomorrow be?

• By 2010, more than 50% of books worldwide will be read on digital devices rather than in print form.
• By 2020, solar electricity will be as cheap as, or cheaper than, energy produced by fossil fuels.
• By the end of 2024, there will be a single global currency managed by a global central bank.
• By 2030, some form of international federation or global government will be formed and will have
authority over world affairs.
Source: www.longbets.org
Which of these predictions do you agree with? Disagree with?

If these predictions were to come true, what effect could they have on business?
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14 You’ve got mail: a news tip

From: jpetrelli@ampro.com
To: anthony_marshall@forsythe.com
Subject: Tech stocks
Hi Tony,
If you’re still looking to invest in a tech company or two, check out the article “Top 100 Tech Stocks
to Watch” on the business-money.com Web site. They have an interesting way of evaluating the
potential of the companies they’re watching.
I particularly like the chart at the end of the piece with information about each company’s revenues,
profits, and how likely they are to still be around in five years. I think they’ve got it right in about
85% of the cases.
I’ll be in your area next month—maybe we can get together and discuss some of the more
interesting companies then. Let me know what you think.
Regards,
Jack
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Chapter check
Now you can …
A Describe ways to get the news
There are many ways to get the news. Explain.
B Report news to others
“If we don’t get a raise, we’ll walk off the job.”
C Manage the news

Can we get your reaction to the court’s decision?
D Make predictions
Leading economists predict that …
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A Describing ways to get the news

How do you think people will get the news fifty years from now?
B Reporting news to others

Summarize some exciting news you’ve heard recently.
C Managing the news

What can a company do to prevent its employees from breaking the law?
D Making predictions
Make predictions about your company and your life. Explain why you think these things will occur.
1. Prediction about my company
2. Prediction about my life
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1 That’s outrageous! Track 32
Tina: I saw a really interesting story on the news last night about Builder’s Depot.
Greg: Really? What about them?
Tina: Did you know their CEO took home over $75 million in the last five years?
Greg: Wow. I wish I made that kind of money.
Tina: That’s not all. Apparently, the company’s investors were furious when they found out.
Greg: Because …?
Tina: Because during those same five years, the company’s share price dropped 12%.
Greg: So, what happened? Was the CEO fired?
Tina: Well, actually, he resigned—and guess what—he got another $150 million in severance pay.
Greg: That’s outrageous!
5 What type of news is it? Tracks 33–36
A:
Leisure Time Entertainment, a small but innovative player in the video game market, reports that sales are up 17%
over last year to $21.5 million, with a 23% increase in quarterly earnings. Charles Brewster, LTE’s president and
CEO, attributed the company’s performance to the successful introduction of the company’s new video games,
“Interplanetary Wars” and “Space Avenger.”
B:
It’s been a rough few weeks for the markets, and that has upset the Fortune e-50 badly. The index plunged nearly 10%
in the two weeks ending August 22, falling 35% for the year so far. Only three stocks have finished up: Intwit, Erglink
Associates, and Nogard Technologies. The remaining 47 all lost ground.
C:
As analysts expected, the Federal Reserve has announced that it will leave the prime rate unchanged at 5.25%.
The Commerce Department has adjusted its quarterly economic growth estimate to 2.2%. Experts predict that the
slowdown in growth will continue during the first quarter of the year.
D:
Environmental campaigners and groups protesting market globalization descended on the city this week, forcing the
World Trade Organization to cancel its opening ceremony. Demonstrations began peacefully, but were later disrupted
by violent protesters. The mayor has declared a state of emergency and imposed a dusk-to-dawn curfew.
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A Describing ways to get the news

How do you think people will get the news fifty years from now?
I expect that people will get the news from a variety of sources. Now, we have the Internet, TV, radio,
and the newspaper. However, in the future, we will have more ways of getting the news. I don’t have the
name for these other methods because they have not been invented yet. But, I think …
B Reporting news to others

Summarize some exciting news you’ve heard recently.
I’ve just heard that someone in Turkey found old coins buried in his yard. When he took the coins to
a collector, the collector recognized them as ancient coins dating back over 2000 years. The man who
found the coins has already received offers from foreign collectors. One offer was quoted at over a
million dollars. The man is now thinking of …
C Managing the news

What can a company do to prevent its employees from breaking the law?
Well, the company should clarify the rules and policies for specific situations. Also, the company should
have training for all employees using case studies. I think this would be effective because employees can
see the mistakes that other employees made in similar situations. They can also …
D Making predictions
Make predictions about your company and your life. Explain why you think these things will occur.
1. Prediction about my company

In the future, my company will enter the Chinese market. This will lead to more people being transferred
abroad. In the far future, I think our company will merge with a foreign company to maximize its
potential in this market.
2. Prediction about my life

I will probably work for another ten years. Then, I will retire and buy a house in the Caribbean to live with
my wife. We will grow vegetables and forget about all the stress we had in the city.
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Chapter 11
Negotiations
Topics
Types of negotiations
Negotiation tactics
Offers and proposals
Concessions and compromises
Objectives
Discussing types of negotiations
Using common negotiation tactics
Making proposals and
counterproposals
Compromising / making concessions
Structures
Using softeners: a bit, a little,
slightly, not quite
Stating conditions: but only if, on
the condition that, as long as,
provided
1 Let’s get down to business Track 37

Paula: Hello, Mike. Nice to see you again.
Mike: Yes, I’m excited to get down to business.
Paula: So, did you see the game last night? What a great finish, huh?
Mike: I don’t usually watch sports. I was at the theater with my wife. About our
deal …
Paula: What did you see?
Mike: “The Producers.” Anyway, now that I’m here …
Paula: I saw that last year. It was fantastic. How did the two of you like it?
Mike: It was all right. So, could we get down to business?
Paula: Oh, sure. Can I get you something to drink first? How about some
coffee?
Mike: That’d be fine. Now, first things first. I’d like to propose two years at
$500,000.
Paula: Cream or sugar?
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Discussing types of negotiations

2 What is negotiation?
ne•go•ti•ate v. to talk with another person or group in order to come to an agreement or settle an
argument
Source: Longman Dictionary of Contemporary English
negotiation: a meeting where the goal is to agree on the terms of a transaction or activity
negotiator: a person who negotiates
negotiable: something which can be negotiated
non-negotiable: a term or condition which cannot be negotiated
3 What do people negotiate?
Contract terms Project terms Employment terms
“How many years …?” “What is your estimated budget?” “What is the salary?”
“At what price …?” “How long will it take?” “How soon could you start?”
4 The two types of negotiation
Win-lose negotiation In a win-lose negotiation, the parties compete for the benefits of the
arrangement. Everything that is gained by one side is lost by the other side. In
this type of negotiation, each side’s main goal or interest is typically financial.
Win-win negotiation In this type of negotiation, the parties cooperate to increase the benefits for
everybody involved. A gain by one side doesn’t always mean a loss for the
other. Both sides walk away from the negotiation feeling like winners. In most
win-win negotiations, each side’s main goal is non-financial.
Win-win or win-lose?
• a distribution arrangement between a company and a large retail outlet
• a wage negotiation between a company and its union workers
• a trade agreement between two neighboring countries
5 Meeting and greeting

Do Don’t
• Try to establish a personal connection. • Start talking numbers right after “Hello.”
• Let the other side get to know who you are. • Let your emotions show.
• Make small talk. • Talk politics.
• Compliment your counterpart. • Make negative comments, especially if you’re
the visitor.
Is socializing an important part of negotiations in your country?

How important is it for you to get to know your counterpart before negotiating?
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Using common negotiation tactics

6 Opening offers—FAQ
Why do negotiation experts recommend not to state a price range?
If you state a price range, you have revealed the lowest number you will accept. This weakens your
bargaining position.
If price is the main factor in a situation, why can’t I just say what I’m prepared to pay?
You can, but you’d better make it very clear that you have no intention of haggling. And be ready to back
up your number with facts.
What do I do if the other side suggests a completely unreasonable number?

The most important thing is to let them know you don’t take the offer seriously. You can do this by making
a joke, you can say that it is completely out of your range, or—if you really want to make a point—you can
say: “Let me know when you’re prepared to negotiate seriously” and walk away from the table.
7 Some common tactics Track 38

Compare the seller’s product with a You know, your machine is basically the same as the Dexter,
competitor’s product. but the Dexter costs five thousand dollars less.
Suggest you don’t need all the To be honest, we don’t need all the software included in the
functions. package.
Push for extras to be included in the We might consider paying that—if you were prepared to
offer. throw in free training and maintenance.
Emphasize your relationship. Surely for an old and valued customer …
Use timing and deadlines to push for Well, our busy selling season is coming up. Perhaps we should
agreement. wait until after that.
End your opening. So, that’s the agenda. Let’s begin.
8 Watch your tone!

When negotiating, it’s important to keep your language as “diplomatic” as possible. Words spoken in a
moment of anger may end up closing the door to further or future negotiations.
What you may be thinking … … but what you should say …
$500 per person? That’s a ridiculous price! That price is a little higher than we expected.
It’ll take you three months to deliver?! You’re That’s a bit longer than we are prepared to
crazy! wait.
You expect us to do what?! You must be joking! That’s not quite what we had in mind.
A 2% trade discount? That’s peanuts! That’s slightly less than we can accept.
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Making proposals and counterproposals

9 Types of objectives
top-line objective* Ä best possible outcome

target objective Ä a reasonable, realistic outcome
bottom-line objective Ä lowest acceptable outcome
*(also known as the “best-case scenario”)
10 Proposals and counterproposals
We propose delivery OK, but you What if we lower the price

in three monthly shipments. pay the freight and by 5%?
insurance. Make it
We’d prefer to We’d be willing 7% and you’ve
receive everything in to go 50-50 on it, but got a deal.
one shipment. no more.
11 What did you have in mind?
What did you have Ä We were thinking about something

in mind? similar to our current model.
How much did you Ä We were looking for something in the
want to spend? neighborhood of two thousand dollars.
When did you Ä We were hoping to take delivery
need it? within the next three weeks.
You want to buy a new company car for the sales director.
You are trying to organize a company picnic.
You would like to borrow money to finance a new project.
12 That’s our final offer

• That’s our bottom line.
• That’s as low as we can go.
• That’s the best we can do.
• Take it or leave it.
13 Rejecting an offer
• We’ve decided to go with another company.
• We’ve decided to look around a bit more.
• We feel the deal is just too risky.
• I’ve accepted another offer.
• I’m afraid I can’t accept your terms.
• Honestly, I don’t think your proposal will work.
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Compromising / making concessions

14 How are the negotiations going? Tracks 39–42
A B C D
& progressing
' stalled
Is the proposal fair or unfair? Are the terms reasonable or unreasonable?
Is it a good deal or a bad deal? Will the company accept the offer or turn it down?
15 Compromising
Requesting a compromise Making a compromise
Is there anything you can do to improve the We can move the date up if you can get your
delivery date? order to us next week.
Would you be willing to come down in price We can lower our rate a little, but not much.
at all?
What can we do to get you to speed up If you can shorten the approval process, we
production? may be able to save a few weeks.
16 Making concessions
We’re willing to accept your terms on the condition that you can guarantee delivery.
but only if
as long as
provided
I’m willing to accept your offer we review the contract terms in six months.
We are prepared to approve the plan you agree to manage the team.
We will consider your idea you can commit to the entire length of the project.
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17 Negotiation simulation: renting office space

Beck Real Estate
Location: 100 Second Avenue, Suite 402
Rent: $2,500
Includes: heat, electricity, parking, 24-hour security guard, DSL hook-up
Renter:
Yesterday, you saw the advertisement above and went to see the office on Second Avenue. You liked it
very much but noticed the walls need painting and the carpet should be replaced. You also found out that
there is a three-month security deposit. You are meeting with the rental agent today to discuss the terms
of the lease. You hope to be able to negotiate on the amount of rent and the security deposit, and who will
pay for the painting and carpeting. Before you meet with the agent, decide what your top-line, target, and
bottom-line objectives are.
Rental agent:
It is almost the end of the month, and to get your commission, you need to rent out one more office. Today
you are meeting with someone interested in renting the Second Avenue space to discuss the terms. The rent
is $2,500 per month, and you usually ask for a three-month security deposit. You know the office needs
painting and the carpet should be replaced. But the more you give, the smaller your commission will be.
Before you meet with the prospective tenant, decide what your top-line, target, and bottom-line objectives
are.
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Chapter check
Now you can …
A Discuss types of negotiations
Win-lose negotiation
Win-win negotiation
B Use common negotiation tactics

• Compare the seller’s product with a competitor’s product.
• Suggest you don’t need all the functions.
• Push for extras to be included in the offer.
What are some common tactics?
C Make proposals and counterproposals

What did you have in mind?
D Compromise / make concessions

We are willing to accept your terms on the condition that …
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A Discussing types of negotiations

Describe a win-win negotiation that you’ve experienced in business or in your personal life.
B Using common negotiating tactics

Which negotiating tactic would you use for the following situations:
1. A hijacker of a jumbo jet wants $3 million.
2. Your spouse wants to go to Hawaii while you want to go to Canada.
3. You want to get a lower price on a used car from a car dealer.
C Making proposals and counterproposals

Imagine that you want to sell something valuable in your house. Describe it and then make your bottom-
line objective, target objective, and top-line objective.
Description:
Bottom-line objective:
Target objective:
Top-line objective:
D Compromising / making concessions

In negotiations, there usually has to be give-and-take. That means if you ask for something, you should be
willing to give something in return. Explain a situation of give-and-take that you’ve experienced.
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1 Let’s get down to business Track 37
Paula: Hello, Mike. Nice to see you again.
Mike: Yes, I’m excited to get down to business.
Paula: So, did you see the game last night? What a great finish, huh?
Mike: I don’t usually watch sports. I was at the theater with my wife. About our deal …
Paula: What did you see?
Mike: “The Producers.” Anyway, now that I’m here …
Paula: I saw that last year. It was fantastic. How did the two of you like it?
Mike: It was all right. So, could we get down to business?
Paula: Oh, sure. Can I get you something to drink first? How about some coffee?
Mike: That’d be fine. Now, first things first. I’d like to propose two years at $500,000.
Paula: Cream or sugar?
7 Some common tactics Track 38
Man 1: What do you think of the Spectrum? Attractive, isn’t it?
Man 2: How much is it?
Man 1: The manufacturer’s price is five thousand dollars.
Man 2: That’s a bit high. It’s basically the same product as the Bradley.
Man 1: Oh no, they’re completely different. The Bradley doesn’t have half the features the Spectrum has.
Man 2: Yes, but we don’t need all those extra features.
Man 1: But if you’re looking for reliability, the Spectrum is really the machine for you.
Man 2: Well, we might consider it at $3,500, but only if you include the power unit.
14 How are the negotiations going? Tracks 39–42
A:
Man: How’re the negotiations going?
Woman: Great. We’ve agreed on most of the details.
B:
Woman: Are the negotiations on track?
Man: Not exactly. We have a problem with the quality-control issue.
C:
Man: How’s the negotiation coming along?
Woman: Not too well. We can’t agree on price.
D:
Woman: Where are you with the negotiation?
Man: It looks like we’ve got a deal. Their lawyers are reviewing the contract today.
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A Discussing types of negotiations

Describe a win-win negotiation that you’ve experienced in business or in your personal life.
In general, I always take a win-win approach with my customers. For example, a few months ago, I had
a meeting with a very important customer. I spent most of the time trying to understand their needs. I
really wanted to sell them our most expensive product, but instead, I proposed a much cheaper product
because it was the best choice for them. They were very happy with my proposal and I think they will …
B Using common negotiating tactics

Which negotiating tactic would you use for the following situations:
1. A hijacker of a jumbo jet wants $3 million.

I would emphasize my relationship. “I want to help you. We can get through this together.”
2. Your spouse wants to go to Hawaii while you want to go to Canada.

I would use timing and deadlines to push for agreement. “The airfares to Hawaii are very high now. This
is the perfect season to go to Canada.”
3. You want to get a lower price on a used car from a car dealer.
I would compare the seller’s product with a competitor’s product. “Another dealership was selling the
same car in better condition for the same price.”
C Making proposals and counterproposals

Imagine that you want to sell something valuable in your house. Describe it and then make your bottom-
line objective, target objective, and top-line objective.
Description:
I want to sell my mini bicycle. It is only six months old. The original price was ¥50,000. It is made of
aluminum, so it is very light. The bicycle is made by Rover, so the quality is very good.
Bottom-line objective: ¥10,000

Target objective: ¥20,000
Top-line objective: ¥30,000
D Compromising / making concessions

In negotiations, there usually has to be give-and-take. That means if you ask for something, you should be
willing to give something in return. Explain a situation of give-and-take that you’ve experienced.
I think this is a big part of negotiating. Last week, one of my staff said he wanted to take a vacation
during the term of his project. This was a big problem because if one project member is absent, it
is difficult to make progress. So, I told him that he could go as long as his vacation did not slow
down progress on the project. After that, he worked hard to complete his work ahead of time and
communicated with the other project members so that they …
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Chapter 12
Review
Now you can …
| Compromise / make concessions
| Make proposals and counterproposals
| Set objectives
| Use common negotiation tactics
| Discuss types of negotiations
| Business news
| Make predictions
| Manage the news
| Report news to others
| Describe ways to get the news
| Meet a visitor
| Get around the plane
| Get around the airport
| Talk about travel plans
| Ask for and give advice
| Talk about investing
| Discuss financial data
| Talk about bank services
| Talk about performance reviews
| Describe policies and benefits
| Respond to applicants
| Discuss recruitment
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Action modules A
Company news
Featured language: explanations, giving details, predictions

You are the CEO of your company. You are talking to a journalist from a financial newspaper about
recent developments in your company. The questions focus on three main areas:
• Highlights in the company’s recent performance.
• Recent developments in the business environment.
• Predictions for the future.
Getting started:
Well, that’s a very good question!
Travel arrangements
Featured language: explaining needs, preferences, asking for details

You are calling your travel agent to make arrangements for an overseas business trip. You would like
information about options for the following:
• Flight: departure date, return date, class, departure time, arrival time
• Hotel: kind of room, number of nights, price, location
• Transportation from the airport to the hotel: car or limousine bus
• A rental car: for how long, what kind, price
Call your travel agent to arrange the details.
Getting started:
Yes, hello. I’d like some information on flights and hotels.
Negotiating a transfer overseas
Featured language: making counter-proposals, compromising, making concessions

You are about to negotiate with your boss about an overseas transfer. You have discussed the move
in general terms with your husband / wife. You are not very keen on moving, but if the offer is a good
one you will accept. Your top-line objective is:
• Move in three months time
• Make a commitment to staying abroad for one year only, two years at most
• A 25% raise
• All children’s educational costs covered
• A $1,500 a month cost-of-living allowance
You feel you are worth these conditions, although you realize that you may not get all of them. In
addition, you were recently approached by a competitor with an attractive offer which would mean
not having to move.
Talk to your boss.
Getting started:
I’m interested. Tell me more about the package you’re offering.
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Action modules B
➠ Company news
Featured language: pressing for details, asking for clarification, paraphrasing

You work for a financial newspaper. You are interviewing a company CEO. You are asking questions
about three areas:
• Highlights in the company’s recent performance.
• How recent developments in the business environment are affecting his/her company.
• His/her predictions for the future.
• Be sure to press for details where you can. What do you think your readers will be interested in?
Getting started:
Thank you for taking the time to talk to me. My first question for you is _______ .
➠ Travel arrangements
Featured technique: asking for clarification, offering options, open-ended questions, closed-ended
questions
You work at a travel agency. You deal with corporate accounts making bookings for your business
clients. The phone is ringing. Find out what your customer wants. Make sure you ask the appropriate
kind of question to get the information you need (see above). Be sure to a) discuss all available
options b) tell the customer what can and what can’t be done c) get agreement from the customer.
Getting started:
Business Travel Agency, [name ], speaking. How can I help you?
➠ Negotiating a transfer overseas
Featured language: making proposals and counter-proposals, compromising, making concessions

You are head of a department. You want one of your key managers to agree to an overseas posting.
You feel this is a good move for everyone. Your top-line objective is that he/she agrees to the
following:
• To move six weeks from now
• To commit to staying in the post for three years
You are also offering:
• A 10% raise
• A $1,000 a month cost-of-living allowance
• Subsidized education for any children (up to 66% of the cost)
You have already talked to him/her about this in general terms. Now it’s time to negotiate.
Getting started:
[name ], I’d like to talk to you about my proposal.
151_1_G4_Tex_Even_CS3 4Ch12:116 3/30/09 10:56:10
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Your turn
1 A: Describe how your company recruits new employees. Things to include: methods used to
recruit, skills you look for, educational requirements, experience required. Prioritize.
B: What advice would you give on how to invest company cash reserves? What options do
companies have? What kind of return could they expect from each of these? What kinds of
investments are risky? What would you recommend the cautious investor?
C: Give details of the policies and benefits your company offers. What about vacations and special
leave? Does your company offer health plans? Do the plans cover dental treatment? Does the
company offer any other benefits, e.g., company resorts, discounts?
D: Explain the details of a recent news item that interested you. What happened? Why did it
interest you?
E: Summarize the services that banks offer companies.
2 A: Performance review
Featured language: giving reasons, expanding ideas, giving examples
Make a presentation on the best way to structure a performance review. Be sure to include
an introduction and opening, the main body and a closing. What are the most important
categories to review? How is performance graded? Do you think job knowledge, planning,
performance, communication, management and potential are all equally important? What
other categories would you include?
How are performance reviews in your company different from this?
the information.
B: Business trip
Featured language: describing experiences, giving details, comparing
Tell a story about a typical overseas business trip (or one from your own experience). What is
the best way to get to/from the airport? What happens when you arrive at the airport (check-
in procedure etc)? What happens on the plane? What is the difference between economy,
business and first class? Is there any difference between airlines? What is the sequence of
events when you arrive at your destination (immigration, baggage reclaim, customs etc)? What
kind of things go wrong?
Answer questions about your story. Restate or paraphrase the question, then expand on the
information.
C: Advice on negotiation
Featured language: giving advice, making suggestions, conditionals
A colleague is asking for advice about negotiations. What advice would you give him/her about
how to conclude a successful negotiation? What are the most important factors to consider?
What are some common negotiation tactics?
Answer questions about your advice. Restate or paraphrase the question, then expand on the
information.
Objectives ladder confirmation and wrap up
151_1_G4_Tex_Odd_CS3 Ch12:117
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Audio CD track list

Business
Track Content
01 Chapter 1, Activity 1
02 Ch. 1, Activity 7, Conversation 1
06 Ch. 2, Activity 1
10 Ch. 3, Activity 6, Exchange 1
11 Ch. 3, Activity 6, Exchange 2
14 Ch. 4, Activity 6, a
15 Ch. 4, Activity 6, b
16 Ch. 4, Activity 6, c
17 Ch. 4, Activity 6, d
18 Ch. 4, Activity 6, e
23 Ch. 7, Activity 6, Call 1
24 Ch. 7, Activity 6, Call 2
33 Ch. 10, Activity 5, A
34 Ch. 10, Activity 5, B
35 Ch. 10, Activity 5, C
36 Ch. 10, Activity 5, D
39 Ch. 11, Activity 14, A
40 Ch. 11, Activity 14, B
41 Ch. 11, Activity 14, C
42 Ch. 11, Activity 14, D
118 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Audio CD
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NOTES:
Business Level 4 • Notes ©2009, 2007 Berlitz Languages, Inc. 119
151_1_G4_Tex_Odd_CS3 Notes:119
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NOTES:
120 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Notes
151_1_G4_Tex_Even_CS3 8Notes:120 3/30/09 10:56:10
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Digital Edition Features:

Berlitz Languages, Inc.

Author: Denise Kruelle

Copyright © 2009, 2007 Berlitz Languages, Inc.

For use exclusively in connection with Berlitz classroom instruction.

Berlitz Languages, Inc.

We’d like to take this opportunity to make a few recommendations.

Whenever you come across a new skit or dialogue

1 Are you going to the trade show? Track 1

8 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Chapter 1

Talking about networking

3 Where do people network?

Bologna Motor Show Bologna, Italy 1,200,000

International Engineering & Technology Fair New Delhi, India 1,150,000

International Agricultural Fair Novi Sad, Serbia 600,000

CeBIT Hannover, Germany 480,000

Frankfurt Book Fair Frankfurt, Germany 270,000

Forest & Forest Products Minsk, Belarus 160,000

Tokyo Game Show Tokyo, Japan 160,000

CES Consumer Electronics Show Las Vegas, USA 144,000

IMM International Furniture Fair Cologne, Germany 125,000

• Networking events • Online

4 Expressions with get

Networking events give businesspeople a chance to get together.

Business Level 4 • Chapter 1 ©2009, 2007 Berlitz Languages, Inc. 9

Hello. My name is Jim Stanley.

7 Starting a conversation Tracks 2 and 3

8 Breaking the ice with visitors at your booth

I see you are looking at our … line / model / display.

What would you say in these situations?

10 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Chapter 1

10 Getting to know someone

Carl is an engineer. He talked about biofuels.

We will go to the convention. It will be held in Prague. Tip!

Do you know anyone who … might be interested in our products?

Business Level 4 • Chapter 1 ©2009, 2007 Berlitz Languages, Inc. 11

I expect to be in New York next week. Could we arrange a time to meet?

14 On the phone Tracks 4 and 5

What will you be doing in Frankfurt? Will Liz be attending?

12 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Chapter 1

16 You’ve got mail: announcing an event

Location: Hyatt Regency Hotel, Garden Terrace

RSVP by June 10 to: members@amcham.org

Business Level 4 • Chapter 1 ©2009, 2007 Berlitz Languages, Inc. 13

A Talk about networking

Carl is the engineer who talked about biofuels.

I expect to be in New York next week. Could we arrange a time to meet?

14 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Chapter 1

Chapter 1 homework > go to answers

A Talking about networking

Is this your first time in Japan?

Business Level 4 • Chapter 1 ©2009, 2007 Berlitz Languages, Inc. 15

Chapter 1 audio scripts

16 ©2009, 2007 Berlitz Languages, Inc. Business Level 4 • Chapter 1

Chapter 1 homework answer key > back to questions

A Talking about networking

Is this your first time in Japan?

2. Do you like Japanese food?

3. Will you have time to go sightseeing?

At 4:00 a.m. I’ll be sleeping.

Business Level 4 • Chapter 1 ©2009, 2007 Berlitz Languages, Inc. 17