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Student’s Book –

John Allison with Paul Emmerson

• ~

MACMILLAN

TheBusiness

2.0

Bl PRE-INTERMEDIATE

To the student The objective of J Business 2.0 is to help you learn two things: how to do business in English and the language you need to do it. The new language and structures are presented in the Student’s Book whilst the eWorkbook provides language practice and extension. Here is a summary of what you will find in each.

Student’s Book The modules

The Student’s Book contains 48 modules in eight units. Each unit deals with a key sector of activity in the business world. There are six different types of module:

These modules contain information and language for the topic area of each unit. The focus is on understanding the topic and the general sense of the texts – don’t worry too much about details such as new vocabulary.

2 Vocabulary These modules build on the important words and phrases associated with the topic and provide thorough practice.

3 Grammar These modules help you practise the grammar in a communicative and meaningful way, in business situations relating to the unit topic. Before you start, read the ‘Refresh your memory’ box to remind yourself of the key grammar points. Use the Grammar and practice section at the back of the book for consolidation.

4 Speaking These modules develop understanding and speaking skills in typical business situations. In these modules, you build up a checklist of useful expressions to use in the speaking activities. The activities themselves allow you to practise these expressions and your speaking skills in realistic situations with other people.

These modules provide practice for the most important types of document you will need to write at work. You analyse a model text, focus on key language and use both as a basis for doing a writing output activity.

The case studies provide an opportunity to apply all the language, skills and ideas you have worked on in the unit. They present authentic problem-solving situations similar to those you will meet in business.

Inter.net

researc

Every module includes an Internet research task to encourage you to explore the topic in more detail. The tasks can be done before or after working on the module. Remember that to search for an exact phrase, you may get more accurate results if you put quotation marks around it. 2

17,e Business

2.0

Other features In addition to the eight main units, the Student’s Book contains the following: Business fundamentals This opening section introduces you to basic business principles and vocabulary. It provides a solid foundation for you to build on in the course and will help you get the most out of all components of The Business 2.0. Reviews These units can be used in three ways: to consolidate your work on the units, to catch up quickly if you have missed a lesson, and to revise before tests or exams. Additional material This section contains all the extra materials you need to do pair- or group-work activities. Grammar and practice This section gives a useful summary of grammar rules with clear examples, and also provides further practice of the essential grammar points in this level of the course. Recordings Full scripts of all the audio recordings are provided, allowing you to study the audio dialogues in detail. However, try not to rely on reading them to understand the listenings – very often you don’t need to understand every word, just the main ideas. Glossary In each module, there is a short glossary of words you may not know. The definitions for these are in the Glossary at the back of the book. Words in red are high-frequency items, which you should try to learn and use. The others, in black, are words you just need to understand.

eWorkbook The Business 2.0 eWorkbook provides everything you would find in a printed Workbook, as well as extra multimedia resources. It is mainly intended for self-study or home study and contains material to support and enhance the activities in the Student’s Book. Language practice This section contains activities to consolidate the language presented in the Student’s Book. You can practise grammar, vocabulary, listening, pronunciation, reading and writing. Watch This section contains a video clip and worksheet to accompany each unit in the Student’s Book. The video clips are episodes of a mini-drama that illustrate the communication and people skills in each unit. The exercises allow you to practise the functional language in the video. Tests You can test yourself at any point in the course using the eWorkbook, by setting either the time or the number of questions. Your test scores are recorded for your reference. Print and work This section offers a pen-and-paper version of the activities in the Language practice section. You can also download the audio tracks required for these activities. Grammar help You can refer to this section for helpful grammar rules and examples. Word lists This section contains the keywords and definitions from the Vocabulary modules in the Student’s Book. Dictionary Use the Dictionary Tool to link to the Macmillan Dictionary online at http://www.macmillandictionary.com. Writing tips This section provides explanations and exercises on aspects of writing, such as spelling, punctuation and paragraphing. Listen This section contains all the audio recordings from the Student’s Book and eWorkbook, together with the audio scripts. You can download all the material in this section to a mobile device for listening on the move. We sincerely hope you will enjoy working with The Business John Allison

2.0.

Good luck!

Paul Emmerson

I7Je Business

2.0

Contents ..

PA~ES 6-9

Business activities

Business organization

About business 1

1.1 Internships

Gaining experience

abroad

Reading: Chinese internships impress employers . Discussion: Your internship – what and where?

PAGE 10

1.2 Personal details

1.3 Present simple

Numbers The alphabet The time Dates Giving personal

Present simple Adverbs of frequency Prepositions of time details

2.1 Customer service

2.2 Contacting

Customer satisfaction

Reading: How to keep your customers happy Discussion and presentation: Good customer service

Collocations relating to customer service Verbs relating to telephoning

Reviews 1 and 2

PAGES 34-35

3.1 Supply chain management

Product and process

Reading: Supply chain software rescues toy factory Roleplay: A meeting at a toy factory

PAGE 36

4.1 Getting

Job interviews and career

Reading: How I got my dream job Discussion: Getting your dream job

a job

PAGE 48

Reviews 3 and 4

customers

5.1 Sales versus marketing and

Reading: Sales versus marketing: the war is over! Discussion: The difference between sales and marketing

PAGE 62

6.1 Entrepreneurs

Entrepreneurship

Reading: Why not buy into business? Discussion: A new or an existing business?

PAGE 74

Reviews 5 and 6

Present continuous Requests Offers of help Invitations

3.2 Supply chain and product cycle

life

3.3 Prepositions and present simple passive

Partners in a supply chain Vocabulary relating to the production process Stages in a product life cycle

Prepositions of place Prepositions of movement Present simple passive

4.2 Job interviews

4.3 Past tenses

Answering questions about your CV Adjectives to describe personality Collocations relating to job-seeking

Past simple Past continuous

5.2 Marketing, advertising

5.3 Comparatives superlatives

sales and

Marketing activities Sales activities Collocations relating

to advertising

6.2 Business organization people

and

Countable and uncountable nouns Comparatives Superlatives

6.3 Modal verbs have to, don’t have to, must, be (not) allowed to, should, shouldn’t Verb patterns (say, tell, speak, explain, etc.)

Types of organization Vocabulary relating to people in business Collocations relating to enterprise finance

ES 86-87

7.1 Cutting

Business costs

Reading: How can companies lose millions but still stay in business? Discussion: Fixed costs, variable costs and investments

Vocabulary relating performance Expressions relating

8.1 International

8.2 Franchising management

PAGE 88

8 Global trade

costs

7.2 Profit, loss and payment

franchising

Reading: Franchising – a golden opportunity for developing countries Discussion: A franchise investment

PAGE 100

Reviews 7 and 8

PAGES 112-113

Additional

PAGES 114-123

material

17Je Business

2.3 Present continuous

PAGES 60-61

5 Marketing selling

CVs and cover letters

Grammar

PAGE 22

Profit and loss

2.0

Grammar and practice

7.3 Future forms and first conditional

to financial to payment

terms

and project

Collocations relating to franchising Expressions used in scheduling

PAGES 124-139

will and be going First conditional Time expressions

8.3 Present perfect Present perfect since and for

Speaking

, Writing

.4 Meeting people and making onversation

1.5 Informal emails

1.6 The Intern Shop

Analysis: inferring meaning Language focus: hellos, good byes and introductions

Discussion, reading, listening and presentation relating to internships

2.4 Telephoning

2.5 Formal letters and emails

2.6 Rock tour

Expressions for telephoning oleplay: telephone conversations

Analysis: paragraph order Language focus: starting and signing

Expressions for meeting people and making conversation leplay: at an international conference

Discussion, reading, listening, writing a meeting relating to a rock tour

off

3.4 Presenting a process

3.5 Instructions and directions

3.6 Digidisc Ltd

Expressions for presenting a process esentation: presenting the ordering urns processes

Analysis: direct and indirect language Language focus: referring to additional information; emphasizing instructions

Discussion, reading, listening and presentation relating to a factory reorganization

4.5 CVs

4.6 Onestop job search

and

Interviews essions for interviews play: interviews for jobs and ernships

Analysis: order of information Language focus: expressing information a dynamic way

Discussion, reading, writing relating to job interviews

and

and simulation

5.5 ‘Selling’ changes

5.6 Dallivan Cars

essions for persuading lay: persuading people to do things

Analysis: paragraph order and content Language focus: giving reasons and results

Discussion, listening and presentation relating to a marketing plan for a new car

6.5 Agendas and minutes

6.6 Solar Mobile

essions for meetings lay: a meeting to promote ich bar

Analysis: content Language focus: putting minutes format

egotiating essions for negotiating lay: a negotiation with

a travel

qncy

Giving updates and handling ions essions for handling :a.eentation: presenting a Gantt chart

dings

questions a project schedule

PAGES 140-149

Glossary

information

into

Discussion, reading, listening and a meeting relating to starting a company

7.5 Asking for payment

7.6 Doug’s Mugs

Analysis: format and content Language focus: identifying threats and promises; identifying level of politeness

Discussion, reading, listening and negotiation relating to the sale of a company

8.5 Progress reports

8.6 An international opportunity

Analysis: order of information; Language focus: punctuation; words

content linking

Discussion, reading, listening and roleplay relating to a franchise opportunity

PAGES 150-159

The Business

2.0

Business fundamentals ••

business activities and sectors

•• collocations relating to

Discussion

business activities

D With

a partner, match the business activities to the pictures.

advertising agriculture manufacturing mining

civil engineering construction health care oil and gas software transport

Listening

1:01 Put the activities in Exercise 1 into the correct sector. Then listen and check your answers.

primary sector (extracting raw materials) secondary sector (manufacturing) tertiary sector (commercial services) Glossary

DDD DDD DDDD

PAGE 150

Collocations

extract mining monopoly profit raw materials supplier USP value

D In each set of four,

match 1-8 with a-h to make collocations for talking about

business activities.

1 sell to 2 buy from 3 make 4 provide

D Complete

needs aUSP

a) b) c) d)

5 6

a supplier goods services a customer

make face develop add

e) f) g) h)

value a profit competition a market

the text with the collocations from Exercise 3.

There are many different types of business. Some (1) , like cars or TVs; others (2) , like health care or education. Many businesses work in the same way. They transform materials that they (3) into something more valuable that they can (4) . In other words, they (5) to the original materials. If they continue to find new customers, they can (6) . If they control their costs, they can (7) _ But in the modern world, almost every business must (8) . Monopolies are very unusual. A business can sell to other companies (B2B – business to business) or to end users (B2C – business to consumer), but it always needs a USP to succeed.

Discussion

D In small

groups, list four important Answer the questions for each one.

1 What is the business activity? 2 Which sector does it belong to? 3 Is it B2B or B2C?

TheBusiness

2.0

business activities in your country, region or city. 4

5 6

What competition does it face? What is the USP? How does it make a profit?

Business fundamentals

•••. types of business

•

Business organization

organizational chart for a limited company

Vocabulary

D Read

the descriptions the photos.

of different

types of business organization.

Match them with

lOne person owns and controls the business. D 2 Two or more people own and manage the business. D 3 Several people called shareholders each own a part – or share – of the business. The shareholders are sometimes family and friends. D 4 This is a large company. Anyone can buy or sell its shares on the stock market. D 5 This is a joint venture between a local entrepreneur and a well-established business. D

a) a sole trader

b) a franchise

c) a public limited company (pic)

d) a partnership

With a partner, decide what type of business organization Use the information in Exercise 1 to help you.

1 2 3 4 5

e) a private limited company (Ltd)

these businesses usually have.

doctors, lawyers and architects independent shops, garages, hotels and restaurants opticians, car rentals and sandwich shops plumbers, photographers and electricians multinationals, manufacturers and hotel chains

Look at the organizational

chart for a private

limited

company. Answer

the questions.

PRESIDENT Officer (CEO)

Human Resources (HR) Director

Information Systems (IS) Director

I Accounts

Glossary

Payroll

PAGE 150

entrepreneur hire human resources joint venture logistics share shareholder strategy supply chain

Recruitment

Training

I Marketing

1 Write who is in charge of: a) money _ b) long-term strategy c) manufacturing d) communication e) managing the company f) employees _ g) data management

Research and Development (R&D)

Sales

2 _ _ _ _ _

Production

Supply Chain

Information Technology (IT) Helpdesk

Write the name of the department that: a) invents new products _ b) contacts customers _ c) hires new staff _ d) pays salaries _ e) organizes product promotion _ f) helps employees develop new skills g) solves computer problems _ h) pays suppliers _ i) organizes logistics _

Listening

1:02-1:05 Listen to four people talking each person.

about their jobs. Answer

the questions

for

1 Which department does he/she work in? 2 What does he/she do? 3 Does he/she like the job?

The Business

2.0

Business fundamentals ••• profit, loss and breakeven ••• understanding point

Profit and loss

breakeven

Discussion

D With

a partner, match the graphs with the situations

break even

o Match these

in the box.

make a loss make a profit reasons with the situations

in Exercise 1. Can you think of other reasons?

1 Prices are too high. The company has stock that it can’t sell. 2 The company’s costs are high – almost the same as its prices. 3 Customers are happy to pay high prices for beautiful products.

Reading

D Read

the first paragraph

of the article. Answer the questions.

1 What does Eric sell? 2 Is this his day job? 3 How do his customers get their flash drives?

ERIC WHITE has a small business. In the evenings and at weekends he sells personalized USB flash drives on his website. Each flash drive costs Eric €12 to make and mail to his customers. He sells the flash drives for €24 each. So his gross profit per piece is €12. Not bad, you say. The gross margin on each flash drive is 50%. If Eric sells a thousand per year, he can make €1 ,000 per month. But, wait … Eric also has to pay for his server, his website and his accountant. And don’t forget his electricity, telephone and advertising bills.These are fixed costs, or overheads: a total of about €500 a month. If he sells 100 flash drives, or none at all, Eric still pays €500 every month. At present, Eric sells 500 flash drives per year, so his turnover is €12,000. Eric’s variable costs, or cost of goods sold (COGS)’are €12 per piece: that’s €6,000 for 500 pieces. So, turnover minus COGS minus fixed costs equals … EO. Sales of 500 pieces are just enough to reach breakeven point. Fortunately, Eric also has a day job. But if his sales are under 500, Eric will make a loss. On the other hand, .ifthey are over 500, he will make a profit – but then he will start paying tax.

II Read

the rest of the article. Answer the questions and, in each case, mark the points on the graph below. Then draw a line connecting each set of points. 1 How much are Eric’s fixed costs if he sells a) 0 or b) 1,000 flash drives per year? 2 How much is Eric’s turnover if he sells a) 0 or b) 1,000 flash drives? 3 How much are Eric’s variable costs if he sells a) 0 or b) 1,000 flash drives? 4 How much are Eric’s total costs (fixed costs + variable costs) if he sells a) 0 or b) 1,000 flash drives? 5 Mark the point where the total costs line meets the turnover line. What is this called?

Glossary

PAGE 150

break even cost of goods sold day job fixed cost improve margin overheads revenue stock variable cost

The Business

700

II With

800

900

1000

ANNUAL

SALES

a partner, look at the words in bold in the text. Can you work out the meaning from the context? Use a dictionary to check.

2.0

Business fundamentals

“-

inferring

meaning

II>-

hellos, good byes and introductions

II>-

writing

informal emails

Discussion

D In small

groups, discuss the questions.

1 How many emails do you receive each day? Who are they from? 2 Do you prefer to write a letter, an email or a text message? Why? 3 In English, is it easier to write an email or make a phone call? Why?

Model

Read the email and underline

the correct answers.

1 The reason for Gabi’s email is to thank Rita / to inform Rita / to ask Rita for help. 2 Gabi wrote the email a day / a week / two weeks before the trip. 3 Gabi plans to travel by car I train / plane. 4 Gabi’s Spanish course in Uruguay lasts 10 days / 12 days / 16 days.

I:8J

I.INBOX

REPLY.

FORWARD.

Subject: Re: Spanish training in Uruguay

Internet

researc

Search for the keywords email etiquette tips. List your top five tips. Compare with a partner.

Glossary

PAGE 151

instead pick up training

TIle Business

2.0

Hi Rita, Thanks for your email. I’m glad to hear you passed your exams. Well done! I’m just writing to confirm my dates and times. I leave next Friday and arrive in Montevideo at 6.30am on November 17. If you can meet me at the airport, that’s great. But if not, don’t worry. I can take the bus. My course is from Monday 19 November to Friday 30 November, non-stop. But my return flight is on Tuesday4 December at 10pm, so we can go to the beach at the weekend if the weather is good! Isthere anything I can bring you from Switzerland? Some chocolate, perhaps? Just let me know if you want anything. Seeyou soon, Gabi

Analysis

D Answer

these questions

about the email.

1 Rita and Gabi are probably a) sisters b) good friends c) business contacts. 2 Which of the following sentences were probably in Rita’s last email to Gabi? a) My test scores arrived today – everything is OK! b) Thanks for confirming your arrival date. c) Let me know if you want me to pick you up when you arrive. d) I hope we can spend some time together while you’re here. e) Can you bring me some Swiss chocolate, please?

–

Language focus

Il Decide

which hellos and good byes are appropriate

to use in emails to:

1 people you know very well: a family member, a close friend D D D 2 people you know: a teacher, a work colleague, a manager, a customer, a supplier D D 3 people you don’t know: a teacher, a work colleague, a manager, a customer, a supplier

DD DD

Hellos a) Hello John,lHi John,lJohn,lHi, b) Dear Mr Jackson,lDear Sam,lHello Sam, Goodbyes c) Regards,lBest regards,lKind regards,lBest wishes, d) Thanks,lSee you on Friday,lAlI the best, e) Love,

o Complete

1 2 3 4 S 6 7 8

I’m I’m I’m I’m I’m I’m I’m I’m

writing writing writing writing writing writing writing writing

the email openings with the words in the box.

confirm my dates and times. more information about your visit. my English course in Canterbury. ask you a favour. my phone is out of order. details of the next team-building day. your computer problem. tell you I can’t come to the seminar.

III Match

these sentences from emails with the writer.

1 2 3 4 S 6

me know if you have any more problems with your product. me know when you can ship the order. us know if you’d like to come bowling with us. me know if you need any additional support while Sam’s off sick. me know if you need somewhere to stay. me know when Mum wants me to pick her up.

Just Just Just Just Just Just

let let let let let let

a) b) c) d) e) 1)

a a a a a a

colleague close friend manager family member regular customer regular supplier

Output

Imagine you are Gabi’s friend, Rita. Write these emails.

1 Write to Josie, another close friend. You won’t be in Montevideo on November 17th. Explain why. Ask Josie if she can meet Gabi at the airport. 2 Write to Raquel, the friendly manager of the pizza restaurant where you sometimes work at weekends. Tell her you can’t work the weekend of 1-2 December. Offer to work during the week instead. 3 Write to your uncle Manuel, who lives on the Gold Coast near the beach. Ask if you and Gabi can stay in his house for the weekend of 1-2 December. Tell him the good news about your exams, too. 4 Write a reply to Gabi’s email to explain the arrangements you have made.

The Business

2.0 .

Gaining experience ••• reading internship adverts

1.6 Case study

••• listening to interviews and completing profiles

Discussion

••• presenting decisions

The Intern

Shop

How can graduate students find an internship? Think of as many different possible. Put them in order from the most likely to the least likely to succeed.

ways as

Reading

D 1 2 3 4

Read the advertisement

and answer the questions.

What services does The Intern Shop offer? How long are the internships? Do interns receive a salary? How does The Intern Shop match candidates and internships?

Today’s employers want graduates with work experience and intercultural skills. But how do you get experience if you don’t have a job? We can help! The Intern Shop arranges paid and voluntary internships all over the world. After one or two years working abroad, 90% of our clients find a permanent job in less than one month. We arrange everything: a job where you can develop your skills, a place to live, visas, language training, etc. We can even find the best travel deals and make your arrangements for you.

D Read about

two internships.

PROJECT MANAGER,

WhiCh one is more attractive?

Beijing or Shanghai,

China

Why?

THEInTERnSHOP

Working for a large electronics manufacturer, you will plan and organize projects and work schedules and manage a team of Chinese colleagues.

Internet

researc

Searchfor the keywords

You have a degree in science or business,you are well-organized, you have good computer and communication skills and you enjoy working in a team. You have a TOEIClevel of 750 or equivalent. We provide free, shared accommodation, meals and language training on site, an annual return air ticket and a monthly allowance of $500.

how to find internships.

Make a list of tips. Comparewith a partner.

TRAINEE WAREHOUSE SUPERVISOR, Recife, Brazil

arrange intercultural overtime TOEle visa warehouse

flJl’Business2.o

THElnTEROSHOP

One of Brazil’s largest providers of logistics services has an excellent opportunity for a future manager in its Recife warehouse. Working with an experienced manager, your job is to guarantee ideal stock levels and on-time deliveries to our customers (sports equipment stores). You have a good degree, preferably in economics or business studies, and the ability to learn languages quickly. Basic Portuguese is a strong advantage. This internship is unpaid, but the company will pay for accommodation. Paid overtime is available.

Listening

1:20-1:22 The Intern Shop is interviewing and Brazil. Listen and complete the profiles.

NAME:

Tai Shinawatra

NATIO

All

three candidates for the internships in China

Business Studies, from _._ __ _._ __ LANGUAGE S s. Thai, English, a little Portuguese INTERCUL: AL SK LLS. Experience of Asian and American culture INTERESTS: Computing, electronics, rock and pop DEGREE

PROFESSIONAL

OBJECTIVE:

Karen O’Connor

NAME:

DATE OF BIRTH’ NATIONALITY’ DEGREE:

LANGUAGE

SK LLS:

INTERCULTURAL INTERESTS:

_ __

SKILLS: _ _

PROFESSIONAL

NAME:

_._

Modern Languages, Bradford University _.

Friends from all over the world at university _

To become a manager

OBJECTIVE:

Julio Suarez December 14, 1989

DATE OF BIRTH. NATIONALI1 DEGREE.

Physics, from

LANGUAGE

SILLS.

INTERCULTURAL

_ _ _.

SKILLS:

_ .._

._ .

Lives in Barbados

INTERESTS: PROFESSIONAL

OBJECTIVE:

……. ….

.. … ….. …. …….. ……..

. ….. …..

Discussion

11 Work

in small groups. Decide who is the best person for each internship.

Listening

III

1:23-1:25 Listen to the three candidates answering one final question. Does this change your decision?

Presentation

Present your decision to the class.

2 Customer satisfaction • •

eepinq your customers

2.1 About business

Customer service

good customer service

Discussion

D Think

about your experiences of good and bad customer sentences. Then compare with a partner.

1 Every time I buy… 2 When I eat at 3 If I travel by 4 I really like it when …

5 6 7

service. Complete

the

I really don’t like it if … The reasons for bad service are … When the service is very good, I feel …

Listening

1:26-1:27 Listen to two customers the questions.

talking

about good and bad service and answer

1 Why is the man happy to pay more? 2 What examples of good service does he give? 3 How does he feel when service is good? 4 How does the woman react to bad service? 5 What examples does she give? 6 How does she feel if service is bad?

Skim reading

Quickly

read the article opposite.

Match each picture to one paragraph

o Internet

researc

Search for the keywords how to keep customers happy. Listthe best tips. Compare with a partner.

PAGE 152

advocate ally consumer lead loyalty prospect referral upgrade

II Read 1 2 3 4

the first three paragraphs

nJeBusiness2.0

again and mark these statements

T (true) or F (false).

It is more expensive to find new customers than to get repeat business. 0 On average, 10% of a company’s leads become customers. 0 Companies ask customers for comments on Twitter and Facebook. 0 CRM software helps companies make better long-term strategy decisions. 0 paragraphs

4-6 again and underline

the best options

in italics.

The article suggests: 1 companies spend too little / too much / enough on customer service training. 2 contacting customers when and how you want / when and how your boss wants / when and how they want. 3 you don’t need to share your customer’s priorities / feelings / opinions. 4 people prefer not to buy from someone they look like / dislike / like.

Discussion and presentation

Work in small groups. Discuss and present a chart to the class.

Group A: tum to page 123.

Reading for detail

11 Read Glossary

in the text.

Group B: turn to page 118.

Group C: turn to page 120.

How to keep your customers happy o How do you keep customers happy? Today, an excellent product is not enough. Customers also want firsts class support: warranties, free delivery and installation, hotlines, newsletters and upgrades. But all these services are expensive. So why do we 10 put so much time and money into customer support? 6

The simple answer is: it’s less expensive than finding

to contact a thousand 15

But there is really only one rule you need to know

new customers. A typical company needs leads to find just ten new

customers. That’s a big investment marketing.

in sales and

and it’s very simple: be like your customer.

o 40

So, how can you be like your customer?

So if you can keep existing customers

• Talk to customers when they want to talk. Be there

happy and get repeat business, you actually save

to answer questions easily and quickly, in store, by

money. €) 20

phone, by email, by text message – whatever your

How do you do it? Firstly, listen carefully to what your customers tell you about your

customers like best. 45 •

it: the right product,

tell their friends too, on social media services

time and, of course, at the right price. Make the customer’s priority your priority, especially when

marketing,

there’s a problem!

sales, support, order processing

and accounts departments

already know a lot

50 •

Show customers that you feel like they feel,

about your customers: put all that valuable

especially about problems. If they are disappointed

information

or angry, show the same level of emotion

in one place and share it! Use CRM management)

software,

determination

organization

knows exactly who their customers

to solve the problem.

in short sentences, do the same. If they talk slowly

are, what they need now and what they would

with pauses for reflection,

like in the future.

give them time to think.

But customer support is only part of the customer service training.

On every course, staff

learn the ten ‘golden rules’ of customer service.

in your

• Talk like your customers talk: if they talk quickly or

(‘)

story. Every year, businesses spend millions on 35

in the right place, at the right

like Twitter and Facebook. Secondly, your

(customer relationship

Give customers what they want, when they want

company and your product. Listen to what they

for example. In this way, everybody in the 30

Here are

four examples:

you talk slowly too. And

There are many ways to be like your customer, but perhaps you’re asking why? Well, we all like people

who are like us, so, naturally, we all prefer to buy from someone we like! Simple, isn’t it?

17JeBusiness

2.0

2 Customer satisfaction ~

collocations relating to customer service

verbs relating to telephoning

Brainstorming

How can a business communicate with its customers? With a partner, Then think of an advantage and a disadvantage for each.

By telephone Advantage: direct contact with the customer

Disadvantage: cost

service with the collocations

Complete

the text about good customer

make a list.

in the box.

customer referral customer satisfaction deal with complaints delivery date exchange products repeat business returning customers ship products

I H””no ••”

.e-,

-r-,

-“

_!_

-‘
more popular This car is easier to park. adjectives with -y: easy -> easier Superlatives It’s the fastest car on the market. short adjectives: fast -> (the) fastest It’s the most popular car they make. long adjectives: popular -> (the) most popular It’s the easiest car in the world to park. adjectives with -y: easy -> (the) easiest

nouns

6 7

8 9 10

luggage can it carry? any repairs to do? petrol does it use? any other equipment? time do I have to decide?

Comparatives

11 Complete big

the texts with the comparative

dangerous

expensive

green

form of the adjectives in the boxes.

quiet

Hybrid cars have two engines: a petrol engine and an electric engine. Consequently, they are (1) to make and to buy, but more fuel efficient. They are also (2) than conventional cars – for this reason, some people think they are (3) for pedestrians, because they don’t hear the hybrids coming. Hybrid production is more energy-intensive than for conventional cars, so are they really (4) , or is their carbon footprint actually (5) ?

harmful

high

polluting

small

Well, it’s true that producing hybrids, especially their batteries, is (6) for the environment than manufacturing conventional vehicles. However, over a lifetime of 250,000km, a hybrid is a lot (7) . The difference is so big that, despite (8) emissions during production, its carbon footprint is still more than 30% (9) than that of a conventional car.

Internet

researc

Superlatives

III Complete

the statements with the superlative

form of the adjectives in the box.

Search for the keywords

pros and cons of hybrid cars. Tell a partner why you would or would not like to buy a hybrid car.

comfortable

fast

long

luxurious

popular

slow

1 2 3 4

The production car in the world can do over 400 kilometres per hour (kph). The train service in the world is from Moscow to Vladivostok. The colour for cars in the UK is silver. The bus services in the world are in New York City, with speeds as low as 3.5 miles per hour (mph). 5 The economy-class airline seat in the world is on Qatar Airways. 6 The cruise ship in the world is North Korea’s 40-year-old Man Gyong Bong.

Listening

2:03 Listen and check your answers to Exercise 6. Note down one extra piece of information for each statement.

Discussion

With a partner, take turns to ask and answer the questions about your town or city. Give reasons. 1 What is the least expensive way to travel from London to your town or city?

Glossary

PAGE 1S6

accessory carbon footprint energy harmful hybrid legroom luxurious satnav

The least expensive way is probably by bus, but it’s also the slowest and the most uncomfortable. It’s better to take the plane or the train, even if it is more expensive. 2 What is the most comfortable place to stay? 3 What is the best way to go sightseeing in your town or city? 4 What is the most unusual place to see? 5 What is the least interesting place to see? 6 What is the worst place to eat? 7 What is the best place to enjoy a night out? 8 What is the easiest way to meet local people?

Roleplay

III Work

with a partner to roleplay buying and selling a car. Student A: Use the information below. Student B: Look at page 117.

Student A You want to buy a car. Your budget is €5,000. Student B has two cars for sale. Ask for information and try to negotiate a good deal.

Toyota

Peugeot

price engine kilometres guarantee seats satnav luggage work needed petrol consumption other equipment

77Je Business

2.0

5 Marketing and selling ~

expressions for persuading

persuading people to do things

5.4 Speaking

Persuading

Brainstormi ng

D In small

groups, brainstorm the advantages for employees and fot companies of an on-site day care centre for young children.

Listening

2:04 Rosie, a staff representative, is trying to persuade David, the HR manager, that their manufacturing company needs a day care centre. Listen and answer the questions.

1 According to Rosie, why is it bad for the company not to have a day care centre? 2 What are David’s two main objections? 3 How does Rosie answer David’s objections? 4 What two advantages does Rosie think the women on the board will see?

2:04 With a partner, find suitable words to complete the useful expressions for persuading in the checklist. Then listen again and check.

Useful expressions: Persuading Explaining consequences and benefits

Reacting and responding

… which __ (that) … Asa , … That us to … Consequently, …

I see your . But … I agree that … However, . It’s certainly that , but … I know what you . On the other

Reminding

Adding information

Keep in Don’t

that … that …

In addition, … What’s , …

Closing Does that make ? Is there anything you want to ask about? Isthat all with you?

The Business

2.0

, …

Internet

researc

Search for the keywords features and benefits. List some features and benefits of a favourite thing you own.

II With

a partner, practise explaining the benefits of these features. Use the expressions in the checklist. Student A: explain the first benefit (.f). Student B: raise an objection (X). Student A: react and respond; explain the second benefit (.f).

1 This car has heated leather front seats. (.I never feel cold) (Xtake a long time to get warm) (.I so elegant) A: This car has heated leather front seats, which means that you never feel cold in winter. B: Yes, but they take a long time to get warm. A: I know what you mean. On the other hand, leather seats are so elegant! 2 This is the most luxurious cruise ship in the world. (.I visit exotic places in comfort) (Xvery expensive) (.I meet the best kind of people) 3 Our software is compatible with both Mac and Pc. (.I users can choose) (Xdifficult to learn) (.I free updates) 4 This restaurant has three stars. (.I delicious food) (X only for the rich) (.I amazing views of the city) 5 France’s TGV is the fastest train service in Europe. (.I Paris to Marseille in three hours) (X80 minutes by plane) (.I unlimited luggage) 6 This nightclub has three dance floors. (.I satisfy all musical tastes) (Xtoo crowded) (.I also two restaurants and a swimming pool)

11 With

a partner, take turns to read and respond to the objections. Use the expressions in the checklist. Student A: read the objection. Student B: remind Student A about something; add information.

1 A: B: 2 3 4 5 6

These plane tickets are really expensive! (cheaper than train; plane is faster) These plane tickets are really expensive! Keep in mind that they’re cheaper than the train. What’s more, the plane is a lot faster! This car is really basic. There isn’t even a radio! (not expensive; economical) This hotel room is too small! (very central; comfortable) This computer is so slow! (small and light; long battery life) This job is extremely boring! (first step to promotion; good pay) It’s quicker to walk than to take this bus service! (raining outside; good way to see the city)

II Persuade

your partner about a product or service your university/company Use the flow chart.

Student B

Student A

Glossary acknowledge day care -norale objection oaperwork

PAGE 156

needs to buy.

Describe your product or service. Explain the benefits.

Raise an objection.

React and respond to B’s objection.

Raise another objection.

React and remind B about something. Add information. Ask if B has any more questions.

Say you have no more questions.

. Close.

Roleplay

In small groups, take turns to persuade others to:

1 buy your car/bicycle. 2 do a six-month internship in Alaska. 3 invest in your business idea.

4 5

invite the whole group to dinner. (your idea)

17Je Business

2.0

Marketing and selling •••. analysing paragraph

5.5 Writing

‘Selling’ changes

order and content •••. giving reasons and results

Brainstorming

•••. writing letters or memos

D In small

to ‘sell’ changes

groups, discuss the questions.

1 Think of examples 2

of recent changes in your city, university or company. Did people accept them easily? Why do some people resist change? What can managers and leaders do to ‘sell’ changes and help people to accept them?

Models

o Read the letter and the memo, and answer

the questions.

1 What changes 2 3

are the writers trying to ‘sell’? Why are the changes necessary? What are the benefits of the changes?

Dear Ms Firth, As a regular customer of Energy Choice Products, your business is important to us. We hope to continue working with you in the future. Due to the global economic situation, raw materials and energy costs are rising. Consequently, we have no choice but to increase prices to our customers for the first time in three years. We are proud of our products. An increase of just under 4% means that we can maintain the high standards our customers expect. We are confident you will agree that this small increase is preferable to a reduction in quality or service. Please find attached our new price list. The new prices start on I” January. Thank you again for choosing Energy Choice Products. We look forward to continuing our strong business relationship for many years to come. Yours sincerely, Alan Strong, Sales Manager

From: Elena Martin, site manager To: all staff Re: staff canteen Thank you for your feedback on the staff canteen. Your comments are helping us to improve the quality of service. Since the company is growing quickly, the canteen cannot now serve everybody at 1pm. As a result, waiting times are increasing. Lunch will therefore be split into two sittings, the first at 12.30pm and the second at 1.15pm. This means that everybody can be served quickly and efficiently, and food quality will improve. In addition, the canteen will be quieter and less crowded. I hope you agree that everybody will benefit. The new system will be in place from l S” September. Please discuss your preferences with your manager. I look forward to talking to you soon in a more efficient and more comfortable canteen.

Analysis

Internet

research

Search for the keywords five stages of change. Talk about a change you or a friend made. Describe the different stages.

Number the descriptions

o a) o b) o c) o d) o e)

Explain the benefits of the change Close positively Give the exact date of the change and any other details Explain the problem and the solution Make a positive connection with the reader

D Match I 2 3 4 5

in the order they appear in the models.

these extracts with the descriptions

in Exercise 3.

As from next month we are stopping production ofthe BIOO. 0 Other customers are delighted with the B150, as it is not only stronger but also lighter than the BIOO.D We are delighted to offer you your first Bl50 at the same price as the BIOO, and we hope you will continue giving us your business. 0 Owing to changes in international quality standards, the BIOO is no longer compliant. We are therefore replacing it with a new model, the B150. 0 You have ordered over 250 Model BIOOs from us, which means you are one of our most valued customers. 0

Language focus

11 Find examples

in Exercises 2 and 4 of phrases with due to, owing to, reasons. Choose the correct words in bold to complete the rule below.

since

and

as to

give

To give reasons: Use owing to and due to with a noun / verb phrase. Use as, since and because with a noun / verb phrase.

D I 2 3 4 5 6

With a partner, complete these sentences with

owing

to,

due

to,

since, as or because.

an increase in the price of materials, please find attached our revised quotation. the price of materials increased last month, we have revised our quotation. safety is our first priority, we have no choice but to cancel the event. Unfortunately, we cannot supply your order new laws on exports. We finally agreed on 30 November no other date was available. Future orders will be shipped from Los Angeles supply chain restructuring. Find examples in Exercise 2 of phrases with to give results.

consequently, (this) means that, as a result

and

therefore

III With result I 2 3 4 5 6

a partner, complete these explanations and therefore.

with

consequently, (this) means that, as a

International standards changed last year. (update all products) International standards changed last year. Consequently, we updated all our products. Unfortunately, the company car park is full. (reserved spaces only for managers in future) The new version is faster and less expensive. (replace old version immediately) One of our receptionists is on maternity leave. (only answer calls in the morning) We are outsourcing production to Asia. (all jobs transferred to our Birmingham site) There is a small mechanical problem. (customers asked to return cars for inspection)

Output

D Write I 2 3 4 Glossary

A A A A

letters or memos to ‘sell’ changes in two of these situations.

letter to a customer explaining a change in your company’s terms of payment. memo to your company’s staff explaining a change in office hours. letter to passengers explaining your improved (but more expensive) bus service. memo to all users of your building explaining new security regulations.

PAGE 156

compliant feedback owing to proud sitting split

The Business

2.0

5 Marketing and selling ~

identifying market position

presenting a marketing plan for a new car

5.6 Case study

Dallivan Cars

Discussion

D With

a partner, discuss how customers see these car brands. Add the brand names to the market positioning map.

Bentley

BMW

Ferrari

General Motors

Lada

Skoda

Tata

Toyota

HIGH VALUE

.•.

Dallivan Cars is a small independent car manufacturer based in Ireland. Look at the information below. What does it tell you about the company and its product?

DALLIVAN CARS ANNUAL SALES Profit margin

Internet

researc

Search ‘Images’ for the keywords market positioning. Choose an interesting image to talk about with a partner.

TELL US WHAT YOU THINK! Model: Dallivan Compact Excellent Good Average Poor

J7Je Business

2.0

Design

Value for money

Listening

2:05 Duncan Keefe, CEO of Dallivan Cars, is talking to Aileen Darcy, the new marketing manager. Listen to the conversation and answer the questions.

1 The company’s results are a) a big surprise b) no surprise c) good news. 2 Aileen thinks that a) her job b) the Compact c) the customer satisfaction survey is boring. 3 The Compact was developed and marketed by a) the CEO b) the new marketing manager c) the old marketing manager. 4 Aileen gives examples of a) market positioning b) market segments c) market forces. 5 The board wants Aileen to present a) a new car b) a new advertisement c) some new ideas. 6 If the new model is not a success, Dallivan Cars will a) continue with the old car b) close c) fire Aileen.

Discussion and presentation

II Work

in groups. You are Aileen Darcy’s new marketing team. Read the brief and discuss your ideas. Prepare to persuade the board of Dallivan Cars that your ideas are the best.

DAtiL’VAN

CARS

BRIEF Objective: present a marketing plan for a new Dallivan car NB The company does not have the capacity to produce large numbers of cars for a global market. We would therefore like the new model to target a small but profitable local market.

Glossary brand inventory segment

PAGE 156

Please consider the following points: • target market (singles/families/city car/sports model, etc.) • market positioning • product features and benefits • your strategies for • distribution • selling • pricing • promotion, including your ideas for the advertising campaign

11 Form new

groups. Take turns to describe your group’s plan and try to persuade the others that your ideas are the best. Then hold a class vote to choose the best plan.

TbeBusiness2.0

6 Entrepreneurship •••. entrepreneurs’ stories

6.1 About business

Entrepreneurs

•••. buying into business

Discussion and listening

2:06-2:08 With a partner, match the entrepreneurs and check your answers.

with the quotations,

Then listen

1 I started a student newspaper at the age of 16. D 2 I studied medicine. D 3 I wanted to be a professional musician. D

2:06-2:08 Listen again and answer the questions.

1 How did Michael Dell find money to expand his business? 2 How much is he worth today? 3 Who was Cher Wang’s father? 4 What change was the reason for HTC’s success? 5 How did Richard Branson start in the music business? 6 How rich is Branson today?

Reading

Internet

researc

Find out more about Michael Dell, Cher Wang, Sir Richard Branson or another entrepreneur. Tell a partner their story.

Glossary

PAGE 156

borrow failure frustrati ng funding interest seller financing talent worth

FlxBusiness2.0

Read the article opposite and match the headings below with the paragraphs in the text.

D How to find the money D The advantages of buying a business D Three ways to become a boss D Why not buy a small business? D The risks of starting a business D The disadvantages of being an employee D How much will it cost?

I] Read the

article again and mark the statements

T (true) or F (false).

1 A lot of people think starting a company is cheaper than buying an established business. 2 Finding a job in a big firm is the quickest way to become a top manager. D 3 Between 50% and 70% of new businesses are successful after five years. D 4 Normally, an existing business continues to make a profit after it is sold. D 5 The selling price of a business usually depends on how profitable it is. D 6 It is often easier and cheaper to borrow money from a bank than from the seller. D 7 In seller financing, the buyer promises to use future profits to pay for part of the business. 8 It is difficult to find a small business to buy. D

Discussion

In small groups, discuss the questions.

1 Why do so many new businesses not survive? 2 What are the risks of buying an existing company? 3 Is seller financing a good idea from the seller’s point of view? Why? Why not? 4 Would you prefer to buy a company or start your own business/franchise? Why?

Most new businesses are failures. An existing business is already profitable.

o So, you want to be your own boss?

e e o

o o

Basically, you have three options: one, find a job and get promoted; two, start your own company; or three, buy an existing business. Perhaps you think buying companies is only for millionaires? Well, let’s look at some of the advantages of buying an established business and the disadvantages of the other options. Your safest option is to start as an employee in a big firm. The only investment is your own time and hard work. But it can take many years to get to the top. If you really have entrepreneurial spirit, working for someone else can be an extremely frustrating experience. And what about starting your own business? Being the next Richard Branson or Cher Wang is a nice idea but, in reality, most new businesses are failures. 50% don’t survive the first three years. That figure rises to 70% after five years. Even a well-known franchise offers no guarantee of success. On the other hand, an existing business has many advantages. First of all, it is already profitable. It already has a customer base, regular cash flow, equipment, employees, a list of suppliers, and established business processes. In a start-up, you have to build all of those from nothing. If you choose carefully, an established business has every chance of continuing to be profitable. As far as price is concerned, it’s a question of negotiation. The calculation is a little complex, but the starting price often equals three to five years’ profits, depending on the type and size of business. The better your negotiating skills, the better the deal. Finally, there are three main sources of funding. First, your own personal funds; secondly, bank loans; thirdly, seller financing. Seller financing is more and more common as it becomes more difficult to borrow money from banks. The seller agrees to wait for payment of between 50 and 75% of the agreed price, plus interest, over a period of three to five years. Both the buyer and the seller hope that, in that time, the business produces enough profit to pay the seller back. The choice is yours. You can spend thirty years working your way to the top, or you can take a risk and start a business. But if you like the idea of managing a successful company right now, why not start looking for’a business to buy? In every city in the world, there are hundreds of small businesses for sale, all waiting for your talent to help them grow!

The Business

2.0

Entrepreneurship IllIll-

es of organization ocabulary relating to

Organizations

people in business Ill-

collocations relating to enterprise finance

1 2 3 4 5 6 a) b) c) d) e) f)

Match the organizations

1-6 in bold with the definitions

a-f below.

My hairdresser has her own business. She’s a sole trader. 0 My doctor works in a partnership. There are two other doctors and a physiotherapist. 0 I often eat at a local Indian restaurant. It’s a private limited company, owned and run by one family. 0 My father invested some money in Marks & Spencer. It’s a well-known public limited company (pic). 0 There are Hertz car rental offices in over 140 countries. It’s a global franchise. 0 The YMCA is an NPO – a non-profit organization – that focuses on youth development. 0 two or more people own and manage the business one person owns and controls the business a charity or cooperative usually managed by a board of directors a joint venture between a local entrepreneur and a well-established business a large company; anyone can buy or sell its shares on the stock market several people (shareholders), often family or friends, own a part (a share) of the company

Listening

2:09-2:12 Four entrepreneurs are talking about the advantages of their organizations. Listen and complete the table.

Type of organization

Advantage

and disadvantages

Disadvantage

Speaker 1 Speaker 2 Speaker 3 Speaker 4

D With

a partner, complete these sentences with the words in brackets.

1 In a operation, the agrees to let the use a company’s name and sell its product or service on a local market. (franchisee, franchise, franchiser) 2 The who controls a majority interest in the company is usually the _ When two or more people control the company, they are usually called s. (partner, shareholder, owner) 3 Our started the company in 1983. He is also the (UK) or _ (US). His son is a in the finance department. (manager, CEO, MD (managing director), founder) 4 Bill is a . He doesn’t work for the company, but he is on the , a group of people who decide company strategy. His father is the (UK) or _ (US). (board, president, director, chairman). 5 Me? I’m an ordinary . Our US managers call me and my colleagues s. In total, the company has 200 full-time . (staff, co-worker, employee)

II Choose

Internet

researc

Search for the keywords entrepreneur’s glossary. List five useful words to learn. Compare with a partner.

The Business

2.0

the best answer.

1 A start-up is when an entrepreneur a) buys a new car b) sets up a new business c) buys another company. 2 A merger is when two companies a) agree to become one b) share a new activity c) buy another company. 3 An acquisition is when an entrepreneur a) starts a company b) buys a company c) sells a company. 4 A takeover is when a company a) starts another company b) buys another company c) sells another company. 5 A buyout is when a company is bought by a) its own bank b) its own customers c) its own staff. 6 A joint venture is when two companies a) agree to become one b) share a new activity c) buy another company.

Reading and vocabulary

11 Read the

article and mark the statements T (true) or F (false).

1 Young entrepreneurs can obtain cheap finance from family or friends. D 2 Professional investors don’t want to wait a long time to see a profit. D 3 If you’re careful, you don’t need to pay for legal assistance. D BLOG

Enterprise finance Every future entrepreneur

–

————

needs finance. If you are lucky, you can borrow capital from family

or friends. If you have a strong business plan, banks will lend money, but business loans can be expensive, so compare several offers to find the best interest rate. Venture capitalists are sometimes prepared to invest money and know-how in start-up companies, but they will want a quick return on investment (ROI). Finally, don’t forget to budget for the corporate lawyer you need to read and write contracts, to help you register a business and obtain all the official paperwork.

II In each set of five,

match the words 1-10 with a-j to make collocations. Then check your

answers in the text.

a) b) c) d) e)

1 business 2 interest 3 register 4 venture 5 borrow

o Match 1 2 3 4 5 6 7 8 9 10

capital capitalist rate plan a business

6 official 7 business 8 corporate 9 return on 10 start-up

f) g) h) i) j)

lawyer companies investment loan paperwork

the collocations in Exercise 7 with the definitions below.

government or administrative documents D the percentage that banks charge to finance projects money from a bank to start or help a company D people or organizations who invest in new business the profit on money that was used to buy something put information about a company on an official list receive money with a promise to pay it back D small new businesses D a specialist in company law D the written strategy for a company D

D D D D

Work with a partner to complete your crossword. Take turns to give definitions for the words you have. Don’t say the word itself. Write the missing words. Student A: use the crossword below. Student B: use the crossword on page 121. B: What’s 2 across? A: It’s a group of people who decide company strategy.

~ 2

AI f