Académique Documents
Professionnel Documents
Culture Documents
Sanja Jevti
019/ 430 804; 430 805
sanja.jevtic@fmz.edu.rs
Intelligent Business
(Pre-Intermediate)
C. Johnson, Pearson Education
Ltd., Essex, England, 2006
2
Object
I
me
You
you
He
him
She
her
It
it
We
us
You
you
They
them
themselves
Possessive
Adjectives
Possessive
Pronouns
Reflexive
Pronouns
my
your
his
her
its
our
your
mine
yours
his
hers
its
ours
yours
myself
yourself
himself
herself
itself
ourselves
yourselves
their
theirs
POSSESSIVE ADJECTIVE OR
PRONOUN
You should mind _____ own business.
Tom and I are bringing _____ friend Phil to see you.
Thats _____; Father gave it to us.
Are these Marys books? Yes, they are _____.
We dont like the friends of _____ friends.
This house is _____. You can see them in the garden.
The car is _____. You can check _____ documents. (I)
There was a storm last night and the house lost _____
roof.
9. Everyone is working slowly this morning; _____ minds
seem half frozen.
10. Did John leave _____ papers on my desk yesterday?
1.
2.
3.
4.
5.
6.
7.
8.
REFLEXIVE PRONOUNS
1.
2.
3.
4.
MODAL VERBS
can, could, may, might, will, would, shall,
should, must, ought to
Modals are always followed by an infinitive
without to.
They have just one form. They dont have s on
the third person singular.
They form questions by inversion.
We use them to express certain meanings, e.g.
permission, ability, possibility, certainty, etc.
14
MODAL VERBS
CORRECT OR NOT?
1.
2.
3.
4.
5.
6.
7.
MODAL VERBS
CIRCLE THE CORRECT ANSWER:
1. Can / should / mustnt I help you?
2. If you travel to Greece, you can / should / must
have a visa.
3. You shouldnt / dont have to / couldnt laugh at old
people.
4. Passengers must / must not / should not smoke in
the toilets.
5. I think you should / must / may eat less and take
more exercise.
6. You may / have to / can drive on the left in Britain.
16
The employees say that ___ not very happy about ___
working conditions.
2. Where are Fred and Steve? Over ___.
3. I like visiting London but I wouldnt want to live ___.
4. They cannot decide. They cant make up ___ minds.
5. Do you think ___ going to accept our offer?
6. ___ are two reasons why I am against this idea.
7. IBM have increased ___ profits by 20%.
8. I know ___ considering buying a new computer
system.
9. ___ is no reason for me to stay. My job is finished.
10. The students are happy. Theyve finished ___ exams.
18
Unit 1 Activities
Keynotes
Companies have different activities and
work in different ways. Some companies
manufacture or produce goods, others
provide services; retailers sell goods to the
general public. Companies employ people to
work for them in many kinds of jobs. Each
person has responsibility for a specific area of
work and a role within the team or group they
work with.
19
Unit 1 Activities
manufacture (n,v), manufacturer,
manufacturing
produce, production, product, producer
employ, -ment, -ee, -er, unemployment
retail / wholesale
manage, -ment, -er, managerial
20
Founder
Set up
Team
Partner
Run (a business)
a) To start a company or
organisation
b) One of a number of
people who own a
business together
c) To be responsible for
d) A group of people who
work together to do a
job
e) Sbd who starts a
company or
organisation
23
Book
a factory/deal/room/business
Set up
a room/customer/book/meeting
Make
a book/competition/room/deal
Open
a market/competitor/manager/branch
Break into
a market/competition/deal/TV show
26
Main
I am happy. ()
I do my homework in
the evening. (,
)
I have a headache.
()
28
Regular
Irregular
To want
To go
Wants
Goes
3. Present
participle
Wanting
Going
4. Past tense
Wanted
Went
5. Past participle
Wanted
Gone
1. Infinitive
2. Third person
singular present
29
am
are
is
Am I?
Are you?
Is he?
I am not.
You arent.
He isnt.
(arent = are not) (isnt = is not) 30
we / you / they
was
were
Was I?
Were you?
I wasnt.
(wasnt = was not)
You werent.
(werent=were not)
31
know
knows
Do you know?
Does he know?
I dont know.
(dont = do not)
33
you / we / they
he / she / it
+ Im going.
Youre going.
Hes going.
Am I going?
Is he going?
PRESENT CONTINUOUS OR
PRESENT SIMPLE TENSE
1. The man who (walk) past the window (live) next door.
The man who is walking past the window lives next door.
he / she / it
Have worked
Have seen
Has worked
Has seen
Has he worked?
Has she seen?
I havent worked.
We have not seen.
He hasnt worked.
She hasnt seen.
39
he / she / it
Has he been
working?
I havent been
working.
He hasnt been
working.
41
42
Unit 2: Data
Keynotes
Information technology (IT) makes it easy to
store huge amounts of data,
data or information, on
computer databases.
databases Companies and
organisations collect information about people
all the time. Companies conduct research into
peoples buying habits so that they can
improve their marketing. Organisations collect
data for surveillance purposes: to help stop
criminal activity and increase security.
security
Someone somewhere is recording nearly
everything we do.
44
Unit 2: Data
Browse, enters, keeps, manages, uses, updates
1. Amy ___ customer data and ___ records of
customers.
2. She ___ data in the customer database.
3. Bob ___ data about people who ___ the
company websites.
4. Carla ___ search engines to find new products
and supplies.
5. She ___ the files with new information.
45
No hiding place
cookie information that a website leaves
in your computer so that the website will
recognize you when you use it again
CCTV cameras closed circuit television
cameras
tracking chips microchips that use radio
signals to find the exact location of
someone or something
46
No hiding place
A cookie is a small file that a company can send to your
computer when you visit the companys website. It tells them a
lot about your browsing habits. Using the web without them is
nearly impossible. DoubleClick, an advertising company, has
agreements with over 11,000 websites and maintains cookies on
100 million users to get information about them for marketing.
Offline, the story is the same. When you turn on a mobile
phone, the phone company can monitor calls and also record
the location of the phone. We use more and more electronic
systems for tickets, and for access to buildings. It is becoming
common for employers to monitor employees telephone calls,
voicemail, email and computer use.
47
No hiding place
The use of video surveillance cameras is also growing. Britain
has about 1.5 million cameras in public places (for example, airports,
shopping malls and public buildings). The average Briton is recorded by
CCTV cameras 300 times a day. With digital cameras we can collect,
store and analyse millions of images.
And this is only the beginning. Engineers are now developing
cameras that can see through clothing, walls or cars. Satellites can
recognise objects only one metre across. We can attach tracking chips
to products or people.
New technology offers substantial benefits more security
against terrorists and criminals, higher productivity at work, a wider
selection of products, more convenience. We are ready to give more
personal information because we want the benefits.
But all this monitoring generates a mountain of data about us.
Surveillance is everywhere in our society, often without our knowledge.
Most people hate the idea but they dont know how to stop it.
48
PLURAL OF NOUNS
Add s to a singular noun: book books, dog dogs.
If the noun ends in a vowel, ch, sh, x, s, z,
z add es:
es
tomatoes, churches, bushes, boxes, buses, quizzes.
If the noun ends in consonant + y,
y y changes into i:
baby babies, lady ladies.
But, if the noun ends in vowel + y,
y just add s:
boys, toys, days.
If the word ends in f(e),
f(e) f changes into v:
knife knives, wolf wolves.
But, roofs, cliffs, chiefs.
50
IRREGULAR PLURAL
man men
woman women
child children
mouse mice
deer deer
sheep sheep
tooth teeth
foot feet
goose geese
louse lice
fish fish
51
PLURAL OF NOUNS
Brother Sister
Box
Match Key
Person Man
CameraChurch
Child
TeacherGarden
Sandwich
Baby
Secretary
Student Bus
Door
Lady
Gentleman
Tooth
Restaurant
Cinema Foot
Boy
Table
House Life
WindowBanana
Sheep Woman
Chief
Fish
52
POSSESSIVE FORMS
In the singular,
singular add 's: Ann's bike, James's
friend, the dog's food, John and Iris's flat.
For plurals ending in s, just add ': the boys'
mother, my parents' house, the ladies' hats.
For other plurals,
plurals add 's: the children's friends,
the women's cars, the people's voices.
We usually use of before things or places: a
picture of a car, the Queen of England, the
Tower of London.
55
POSSESSIVE FORMS
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
my mother... nose
my sisters... names
Alice and John... house
artists... ideas
those men... faces
his girlfriend... piano
thier grandchild... birthday
their grandchildren... school
my aunt and uncle... shop
the thieves... car
56
NUMERALS
CARDINAL
1 one
2 two
3 three
4 four
5 five
6 six
7 seven
8 eight
9 nine
10 ten
ORDINAL
1st first
2nd second
3rd third
4th fourth
5th fifth
6th sixth
7th seventh
8th eighth
9th ninth
10th tenth
57
NUMERALS
11 eleven
12 twelve
13 thirteen
14 fourteen
15 fifteen
16 sixteen
17 seventeen
18 eighteen
19 nineteen
20 twenty
21 twenty-one
11th eleventh
12th twelfth
13th thirteenth
14th fourteenth
15th fifteenth
16th sixteenth
17th seventeenth
18th eighteenth
19th nineteenth
20th twentieth
21st twenty-first
58
NUMERALS
30 thirty
40 forty
50 fifty
60 sixty
70 seventy
80 eighty
90 ninety
100 a/one hundred
232 two hundred (and)
thirty-two
30th thirtieth
40th fortieth
50th fiftieth
60th sixtieth
70th seventieth
80th eightieth
90th ninetieth
100th hundredth
232nd two hundred (and)
thirty-second
NUMERALS
1m a/one million
3bn three billion
DATES
1624 sixteen twenty-four
1903 nineteen-oh-three
2005 two thousand and five
17(th) March 2002 the seventeenth of March, two
thousand and two
March 17(th) 2002 March the seventeenth, two thousand
and two
17/03/(20)02 BrE
3/17/02 AmE
60
Numbers
Cardinal and ordinal: 815 / 10,000 /
4,905 / 75th / 3m / 25bn
Decimals: 3.2, 10.98 (ten point nine eight),
15.361
Fractions: , , (five eights)
Percentage: 2%, 48%, 91.3%
Currency: 102, 4,000 USD, 9m
61
QUANTIFIERS
some, any, no, much, many, few, a few,
little, a little, a lot of
With countable nouns: some, any, no,
many, few, a few, a lot of
With uncountable nouns: some, any,
no, much, little, a little, a lot of
62
QUANTIFIERS
SOME means an indefinite number of. Its usually
used in positive sentences.
There are some beautiful pictures in the museum.
ANY is usually used in negative sentences and
yes/no questions.
Are there any shops near your house?
NO means the same as NOT ANY.
ANY
Theres no bread left.
(A) FEW means a small number of.
Ive got a few minutes if you want to speak to me.
63
QUANTIFIERS
(A) LITTLE means a small quantity of.
Weve got little time, so hurry up!
A LOT OF means a large number of and is
usually used in positive sentences.
There are a lot of nice places to eat round
here.
MANY and MUCH are usually used in negative
sentences and in questions.
I havent hot much money at the moment.
Are there many tourists at this time of year?
64
QUANTIFIERS
1.
2.
3.
4.
5.
6.
7.
8.
Unit 3 Etiquette
Keynotes
Etiquette is the name we give to the rules for
being polite in a social group. Business etiquette
is important for people who often have to make
new contacts and build relationships in their
work. Politeness can also help to improve the
working environment for people in the same
office. Some cultures and situations are formal,
formal
which means that we have to follow rules; other
cultures and situations are informal.
informal
66
67
Unit 4 Image
Keynotes
Image is the general opinion most people have of a
company or product. Brand image is the opinion people
have of a brand.
brand A brand usually has a name, a logo (a
symbol) and a design which everyone can easily
recognise and which helps to identify it. Marketing
experts work hard to create brands and promote the
brand image through advertising campaigns.
campaigns This
process of branding is an important part of marketing.
Most customers feel happier buying a famous brand
than a product they dont know. The image of the brand
has to appeal to the target market.
market
68
Word building
NOUN
--Fashion
--Creation
Commerce
Economy
Fame
---
ADJECTIVE
Luxurious
--Industrial
--------Talented
69
COMPARISON OF ADJECTIVES
POSITIVE
COMPARATIVE
SUPERLATIVE
tall
nice
big
thin
hot
fat
taller
nicer
bigger
thinner
hotter
fatter
the tallest
the nicest
the biggest
the thinnest
the hottest
the fattest
happy
lucky
happier
luckier
the happiest
the luckiest
organised
beautiful
more organised
more beautiful
IRREGULAR COMPARISON
POSITIVE
COMPARATIVE
SUPERLATIVE
good
bad
little
many/much
far
better
worse
less
more
farther/
further
the best
the worst
the least
the most
the farthest/
the furthest
older than
the same as
different from
look like
similar to
71
COMPARISON OF ADJECTIVES
1.
2.
3.
4.
5.
6.
7.
COMPARISON OF ADJECTIVES
1.
2.
3.
4.
5.
COMPARISON OF ADJECTIVES
1.
2.
3.
4.
5.
6.
7.
COMPARISON OF ADJECTIVES
AS, THAN, FROM, LIKE, IN, TO
1. Maries dress is very similar ___________ mine.
2. She has the same taste in clothes ____________ me.
3. Anna is older __________ she looks.
4. Tom always seems to have more money __________
everyone else.
5. Do you look ___________ your parents?
6. Whos the youngest person ____________ your family?
7. Our lives today are very different _______________ the
way our grandparents lived.
8. Whats your parents house ___________?
75
COMPARISON OF ADJECTIVES
He looks older than he is. - He isnt (so) as old as he looks.
1.
2.
3.
4.
5.
6.
7.
8.
78
ADVERBS
Manner How?
nicely, beautifully
Place Where?
at home, in the garden
Time When?
yesterday, in a minute
Frequency How often?
sometimes, usually
80
ADVERBS
REWRITE THE SENTENCES USING ALL THE ADVERBS:
1. He came. (last night, home, late)
2. Henry hurt his right hand. (some weeks ago, badly, on a
broken bottle)
3. The strong man broke the chain. (under the eyes of the
crowd, into pieces, quickly)
4. Dr Johnson washes his hands. (with plenty of soap,
well, always, before operating)
5. He goes. (often, by taxi, to his office)
6. Mrs Green spoke. (to her little boy, yesterday, angrily)
81
WORD FUNCTIONS
SVOMPT
S subject
V verb (predicate)
O object
M adverb of manner
P adverb of place
T adverb of time
82
SVOMPT
Unit 5 Success
Keynotes
A start-up is a new business. Many people
decide to start up their own business because
they have what they think is a good business
idea and they want to become entrepreneurs.
But it is important to prepare a good business
plan before you start. You need to know if there
is a demand for the products or services you
want to offer. If you can finance the operation,
find customers and beat the competition, you
have a good chance of making a profit. Then
you can call your business a success.
84
85
Collocations (combine)
Heads
Rent
Meet
Lose
have
Demand
Fun
An apartment
A company
money
87
liked (regular)
saw (irregular)
the film
the film?
We didnt like
They did not see
the film.
89
I was working.
Was I working?
I wasnt working.
Had worked
Had seen
We hadnt worked.
They had not seen.
97
Used to + infinitive
To be used to + gerund
We use used to + infinitive for finished habits
and situations, things that were true, but are
not now.
I used to work at night. (= I often worked at
night, but I dont now.)
We use to be used to + gerund, to show that
we are in the habit of doing something, that we
are accustomed to doing something:
Im used to working at night. (= it is normal
for me to do this.)
102
Used to or be used to
1.
2.
3.
4.
5.
6.
7.
8.
9.
Unit 6 Future
Keynotes
Man is constantly exploring new possibilities and
making new discoveries. New technology will
shape our future and open up new opportunities
for business. But developing a new technology
takes time and needs a huge amount of
funding.
funding People who want to finance new
ventures need to borrow a lot of capital.
capital But it
may be difficult to persuade people to invest in
a project that is very risky or doesnt have the
potential to make much profit.
104
An elevator to space
An elevator to space
Wouldnt it be nice if you could take an elevator to space?
In the future, you may be able to. Michael Laine hopes that his
new business, LiftPort Group, will complete a space elevator by 2018.
But we already have rockets and satellites, so why an elevator? Well,
its not cheap to get satellites into orbit. To reach 35,793km up where
about half of all satellites go costs above $100m. Add another 10% to
20% for insurance. And make sure you build that satellite right the first
time because, once its up there, you cant fix it.
The private space industry is expected to grow, but many of the
new ventures like the space elevator seem extremely risky. Of course,
Laine knows that things will not be easy. First of all, theres the start-up
cost: He thinks that the construction of the elevator will cost between
$7bn and 10bn over five years. Then theres the fact that the cable for
the elevator needs to be stronger than anything in the industrial use
today about 30 time the strength of steel.
106
An elevator to space
Laine runs the company on a tight budget and employs only
five people. He says he plans to raise capital and set up joint ventures
with other technology businesses. When it is finally completed, the
elevator could compete with NASA and the Russian Space Agency.
It wasnt long ago that Laine himself was skeptical of the
potential for making money in space. Other space enthusiasts were
saying, Lets go to the moon or Lets go to Mars, he remembers. I
kept saying Whats your return on investment your ROI? Currently,
the cost to deliver a kilo of stuff into space using rocket launch is
$20,000. The elevator could carry loads of five thousand kilos per day.
It could deliver over a million kilos of material per year resulting in
billions of dollars in sales. But with so many problems to overcome, will
it ever happen?
107
Collocations
1. to LAUNCH a satellite / rocket / budget / new
product
2. to SET UP a(n) satellite / company / joint
venture / organisation
3. to RAISE
money / capital / the price / a
rocket
4. to MAKE
money / profit / an investment / a
cost
5. to TAKE
a(n) elevator / risk / investment /
decision
108
Financing ventures
1.
2.
3.
4.
5.
6.
Capital
Start-up cost
A tight budget
Potential
Return on investment
Payback period
Modal verbs
There are nine modal verbs in English:
can, could, may, might, shall, should,
will, would, must
be able to / have to / need (to) / ought to /
had better / dare (to)
110
Modal verbs
Ability
Possibility
Deduction
Permission
Requests
Obligation/necessity
Lack of obligation
Prohibition
Advice
Offers
Suggestions
Modal verbs
1.
2.
3.
4.
5.
6.
7.
8.
Modal verbs
1. Im certain there will / may be space tourism in the future.
2. Their flight is delayed so it cant / wont be a problem if
you arrive at two.
3. Some people might / will be interested in your proposal,
but Im really not sure.
4. The project manager is on the phone. He says he hopes
to finish on time but that they may / will be late because
there is a problem with some parts.
5. Ted thinks the price of a ticket into space can / could be
around $150,000 in the future.
6. Thanks for calling. Ill / might give him your message.
113
Unit 7: Location
Keynotes
The location of a business can be an
important factor for its growth.
growth If a company
wants to set up an office in a new location to
be near regional markets,
markets for example it
needs to be sure that the region has good
infrastructure and a stable economy.
economy Some
governments offer low taxes to attract
companies to set up in developing regions.
regions
After deciding on the region or city for the new
office, the company then has to find a good site
for its premises.
premises
118
Collocations
capital market / investment bank / multi-national company /
service sector / shopping mall / regional office
119
Multi-part verbs
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Be going to
When the speaker is making a prediction based on evidence.
Theres a cloud in the sky. Its going to rain.
When the speaker already has an intention or plan.
Were going to paint the house tomorrow.
Hes going to buy a house in London.
Will
When the speaker is making a prediction.
Tomorrow will be hot and sunny.
People will go to Mars in the next decade.
When the speaker decides to do sth at the time of speaking.
He had no previous plan.
Hold on. Ill get the pencil.
We will see what we can do to help you.
122
124
Word families
1. Steel __________ (produce) has decreased by 34%.
2. I'm allergic to dairy __________ (produce).
3. The committe is unsure regarding the issue of unhealthy
and __________ (productivity) workplaces.
4. Pizza Mondo offers free __________ (deliver).
5. The company is now one of the major __________
(supply) of educational software to schools.
6. More donors are needed as blood __________ (supply)
run low.
125
126
QUESTIONS
I Yes/No Questions:
Questions
II WH Questions:
Questions
Unit 8 Job-seeking
Keynotes
Job-seekers look for work in the job market;
market
employers offer jobs to people with the right
qualifications and experience.
experience People who
know what kind of job they want can look at job
advertisements for a suitable position.
position Others
may go to career advisers to ask for help in
starting or managing their careers. Large
companies have a Human Resources
Department, which deals with recruitment and
hiring employees, and also manages career
development within the company.
130
Types of work
1.
2.
3.
4.
5.
6.
7.
8.
Full-time
Part-time
Flexi-time
Job-share
Contract work
Tele-working
Shift work
Skilled work
a)
b)
c)
d)
e)
f)
g)
h)
131
Articles
Indefinite article a manager / an engineer
to denote one: He has a car.
to introduce something for the first time: There is a report
on your desk.
professions / nationalities: He is a bank manager / an
Italian.
an example of a class of things: A cheetah is an animal.
expressions of measure (price / speed / frequency): $20 a
kilo / 60km an hour / once a year
134
Articles
Definite article
when the listener knows what person/thing you are talking about: Have you
finished writing the report?
when something has already been mentioned: He works in a bank. The
bank is in the centre of the city.
when there is only one of a particular thing: the sun, the world, the
President, the Pope
rivers, oceans, seas: the Danube, the Pacific, the Adriatic Sea
chains of mountains, groups of islands: the Alps, the Philippines
superlatives, ordinal numbers, decades: the tallest boy, the third man, the
1960s
before adjectives used as nouns: the poor, the black
nationalities and family names: the Italians, the Simpsons
135
Articles
No article ( article)
talking generally: Books are expensive. Inflation is rising.
sports: Tennis is popular in Serbia.
names of countries that are not unions or republics: Italy,
England, America
But: The UK, the USA, the Irish Republic, The Netherlands,
the Vatican
136
Articles
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
A, AN, THE or :
I used to live in ___ Budapest, ___ capital of ___
Hungary. ___ city is on ___ River Danube and it is in two
parts. I lived in ___ north of Budapest on ___ hill in ___ very
attractive apartment.
I remember, at ___ night I often used to walk along
___ river and look at all ___ beautiful buildings. I often think
about it.
I think ___ Hungarian people are very intelligent; they
have produced ___ lot of famous musicians and
mathematicians. I also think ___ Hungarian is ___ most
difficult language I have ever tried to learn, because it is so
different from ___ English.
138
A, AN, THE or :
1. ___ my sister lives in ___ big flat.
2. Wheres ___ phone? In ___ kitchen.
3. Most ___ people like ___ animals.
4. Do you play ___ tennis?
5. ___ musics too loud please turn it down.
6. Have you ever seen ___ Eiffel Tower?
7. My brother is ___ doctor.
8. ___ Andy works at ___ Apollo Theatre.
9. ___ River Rhone runs into ___ Mediterranean Sea.
10. All our furniture is made of ___ wood.
139
A, AN, THE or :
In ___ 1969, in ___ Portland, ___ Oregon, ___ man
went to rob ___ bank. He didnt want ___ people in ___
bank to know what was happening, so he walked up to one
of ___ cashiers, wrote on ___ piece of ___ paper This is
___ robbery and Ive got ___ gun, and showed ___ paper
to ___ cashier. Then he wrote Take all ___ money out of
your drawer and put it in ___ paper bag. ___ cashier read
___ message, wrote at ___ bottom of ___ paper I havent
got ___ paper bag and gave ___ paper back to ___ robber.
___ robber ran out of ___ bank.
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A, AN, THE or :
1. Does he speak __ English? Of course he does. He is __ Englishman. He is
from __ Brighton.
2. Do you take __ milk and __ sugar in your coffee?
3. My brother goes to __ school in __ afternoon.
4. __ ugliest man I have ever seen was also __ finest singer I have ever heard.
5. __ sugar you bought yesterday got wet.
6. __ your wife phoned and left __ message for you.
7. What __ interesting story! Is it from __ same book?
8. He was in __ bed with flue for 10 days.
9. Your bag is under __ bed.
10. __ Japanese admire the traditions of __ Chinese.
11. We have English classes twice __ week.
12. He drove at __ speed of 50 miles __ hour.
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Unit 9: Selling
Keynotes
Many manufacturers sell their products through
retailers, but they may also sell direct to the
consumer by telephone or on the internet, or
they may employ sales representatives. A lot of
companies sell products and services business
to business, B2B.
B2B Product information is
created in the form of flyers or catalogues and
some companies send this information to large
numbers of potential customers through the
post. This method of selling is called direct mail.
Marketers are always looking for ways to
promote their products to new kinds of customer.
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Word building
Noun
Person
Verb
____
____
Sponsor
Consumption
____
____
marketing
____
____
____
____
organise
analysis
____
____
____
agent
no verb
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145
Word families
With an exciting new machine, you can now make the
perfect espresso coffee at home. Nespresso has combined an
excellent product design with clever _____________ (market) to
completely change coffee _____________ (consume) at home.
A recent ______________ (analyse) of the espresso market,
carried out by the market research _____________ (agent)
Adpro, shows that the potential for sales of Nespresso machines
is huge. E.g. 70% of the French ______________ (consumer)
espresso, but only 10% have a machine at home. Nespresso
sells coffee capsules for its machines through the Nespresso
Club, which allows _______________ (consumption) to order
online. The company is a ________________ (sponsorship) of
the sailing team, Ainghi, in its campaign to win the Americas
Cup. This _______________ (sponsor) deal is a perfect match
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between two dynamic world teams
Unit 10 Price
Keynotes
It is difficult for companies to set the price of a
product. A lower price may help to increase
sales, but it also reduces the profit margins. As
a result, the company may have to cut costs to
keep prices down. We often use graphs to show
trends in prices over months or years. Studying
the trends can help companies to choose the
right pricing strategy for their products.
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Match
1.
2.
3.
4.
5.
6.
Advances
Margin
Workforce
Minor
Portion
Trend
Synonyms
Cut, drop, fall, lower, put up, raise, rise,
reduce, push down, rocket
INCREASE
DECREASE
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Relative clauses
Relative pronouns: that, which, who, whose, where, when
1. We use which or that for things:
things
Have you read the report which/that I left on your desk?
2. We use who or that for people:
people
The people who/that we employ are very highly qualified.
3. We can leave out who,
who which or that when it is the object of the
sentence, but not when it is the subject:
subject
The people we employ are very highly qualified.
but: A counterfeiter is a person who copies goods.
Have you read the report I left on your desk.
but: Organisations that are flexible can respond to change.
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Relative clauses
4. We use whose for possession:
possession
Theres the man whose wallet was stolen.
5. We use where for place:
place
We visited the town where I was born.
6. We use when for time:
time
I think that was the time when I lost all my money.
7. Non-defining relative clauses provide extra information about the
subject or object of a sentence. The extra information is separated by
commas:
Philip Condit, who is chairman of Boeing, wants the airline to
become a global company.
The Dorfmann hotel, which is situated 30 km outside Vienna,
charges US$ 1400 per person.
It is not possible to use that in a non-defining clause.
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Relative clauses
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
Unit 12 Service
Keynotes
Customer satisfaction is an important part of a
companys sales strategy, so companies try to
provide good customer service. That means offering
high quality products and services, answering
queries, making it easy for customers to order and
pay for goods, and delivering on time. Companies
also need to have a system for handling
complaints, so that if they make a mistake or offer
poor service, they can deal with the problem. Most
companies train their customer service staff to deal
politely with customers.
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a complaint / a customer / an
a service / a customer / a problem
a query / a need / a complaint
a refund / an apology / a complaint
a need / a customer / a complaint
157
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Unit 13 - Productivity
Keynotes
In manufacturing, productivity means the amount of
goods produced in relation to the work, time and money
needed to produce them. There are many ways for
companies to improve productivity: by installing new
equipment with more up-to-date technology,
technology for example.
Many manufacturers and suppliers have a system of justin-time delivery,
delivery which reduces the cost of carrying large
quantities of stock.
stock More generally, productivity means
doing something efficiently:
efficiently not wasting time and
resources.
resources
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162
Design to delivery
1.
2.
3.
4.
5.
6.
7.
8.
Delay
Demand
Forecast
Model
Range
Stock
Switch
Update
Just-in-time production
Assembly, components, finished goods, order, supplier
1.Manufacturers ___ supplies electronically according
to need.
2.___ delivers parts to the manufacturer several times
a day.
3.___ are taken to the assembly line at the moment
they are needed.
4.___ of parts to build the finished products.
5.Stocks of ___ wait for delivery to the customer.
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Word building
noun
person
verb
production, product
---
---
---
deliver
supply
---
---
manufacturing
---
---
noun
Adjective
productivity
---
---
efficient
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Unit 15 - Motivation
Keynotes
People work hard because they are motivated to
achieve something. Many companies encourage hard work
by offering higher pay and bonuses for good performance.
performance
In the past, companies rewarded long-term service and
loyalty to the company. Staff were motivated by the chance
of promotion to senior positions. Nowadays, companies are
less hierarchical,
hierarchical and people change jobs more often. This
means that companies have to find new ways to attract and
keep talented workers for example by creating a more
exciting working environment.
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