CHAPTER 2 – SUPPLE SUPPLEMENTARY EXERCISES

I. TEXT COMPLETION
1.1. Fill in each gap with ONE WORD ONLY.
 PASSAGE 1
Vacancies for store Managers
Scene Video has been quietly successful (1) _____________ recent years, and we now
have 23 stores worldwide - including 15 in Canada - with a further ten on the way.
We are now offering exciting management opportunities.
(2) ____________ a store manager, you’ll have unusual independence – (3) ___________ will
make most retail management posts seem easy compared with ours! You will be in
charge (4) _____________ a store with over 40 staff, and you’ll have a salary to match.
Whether you’ve worked in retail management or in another field involving customer
relations, we want to hear (5) _____________ you. You’ll be a strong leader, full of ideas
and ambition, and commercially aware, preferably with knowledge of the retail
industry in one of the countries (6) ____________ we have stores. If you are willing to
relocate, you could be on track for fast promotion.
To find out what part you can play in our continuing success, you are invited to an
informal Introductory Evening at (7) ____________of our stores (details below). Or visit
our website for more information and to download an application form. Please post
this, together with a handwritten letter explaining (8) _____________ you are suited to
the job.
 PASSAGE 2
Restructuring of Companies
As companies grow and do their best (1) ____________ survive competition,
restructuring is an ongoing process. This can be seen in the fast speed (2)
_____________which companies change names and look for a new image. Mergers, joint
ventures and acquisitions are common measures in the process of expanding.
Companies grow (3) __________ complex groups of companies as more mergers, joint
ventures and acquisitions take place. (4) ____________ acquiring new units, the

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companies find synergies of operation and become more competitive. Corporations
e.g. airlines can also establish strategic alliances to improve their efficiency.
When a group of companies (5) ____________ complex, with diversified operations, it
may decide to downsize (6) ______________ letting some companies spin off and become
independent companies. During recent years, several companies have spun off from
Nokia, as the parent company has decided to concentrate (7) _____________ its core
business and do away with sideline operations. One spin-off option is to let the
management buy a company; this is called a management buy-out. If the buyer comes
(8) ___________ outside the company, the operation is called a divestment.
 PASSAGE 3

Human capital can be regarded (1) ________________ the prime asset of an organization
and businesses need to invest in that asset to ensure (2) ____________ survival and
growth. HRM aims to ensure that the organization obtains and retains the skilled,
committed and well-motivated workforce it needs. This means taking steps (3)
____________ assess and satisfy future people needs and to enhance and develop the
inherent capacities of people – their contributions, potential and employability – (4)
___________ providing learning and continuous development opportunities. It involves
the operation of ‘rigorous recruitment and selection procedures, performance-
contingent incentive compensation systems, and management development and
training activities linked (5) ____________the needs of the business’. It (6) ____________
means engaging in talent management – the process of acquiring and nurturing
talent, wherever it is and wherever it is needed, by using a number (7) _____________
interdependent HRM policies and practices (8) ___________ the fields of resourcing,
learning and development, performance management and succession planning.
 PASSAGE 4

Michael Welch left school at 16 and started work in a garage as a car tyre fitter. He
quickly learnt about the car tyre business and decided to set (1) ____________ his own
mail-order company. He advertised in motoring magazines and sold high
performance specialist tyres. He knew very (2) ___________ about running a business,
so he took a college course to study aspects like financial management.
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His next step was to get a job with the tyre company Kwik-Fit, (3) __________ he got
some experience and was (4) _________ to study his future competition. After a year
there and still only 20, he decided it was time to go it alone.
Welch set up a company called blackcircles.com, (5) _______ allows customers to order
tyres on the Internet and get them fitted within a day at one of its 1,300 affiliated
garages. He started in an office with furniture (6) _______ a rubbish tip. His first priority
was to find reliable independent garages to fit the tyres and at the beginning he spent
a lot (7) ___________ his time approaching 'and checking fitters across the country. After
six months, he took on his first employee to help and the business began to grow, (8)
_______ some problems with his investing partners.
 PASSAGE 5
LIFE WITHOUT TIME
How dependent are we on time? Is life without clocks less stressful? One company
decided to find out. At AOL, they removed all the clocks (1) _______ their UK
headquarters. Then everybody carried on working as usual.
They wanted to investigate (2) _______ pressure of time can lead to stress, and to see
how an environment without clocks would affect productivity. They say that time is
money, and most companies use time to control (3) _________ activities because it is
easy to measure. On the other hand, humans have a biological clock which doesn't
necessarily correspond to (4) _____________ standard eight-hour working day. We are
more productive in the morning, and then our efficiency tends to drop off after lunch.
So, if you're feeling hungry, why not have something to eat instead (5) __________
waiting for the lunch break? Or, if you've finished your work, don't hang on until it's
time to clock off just go home.
So, what happens when you rely (6) ____________ your own body clock instead of
artificial deadlines? According to one worker, 'Most people carried on as normal,
although some took advantage of the opportunity to have a nearly lunch: Another said
“This is great. It makes sense to be (7) ____________ to work when you need to, and leave
the office when you don't: On the (8) _______ hand, one secretary found the experience'
disorientating'

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  PASSAGE 6

In these days of social media, you might think that making personal contact is much
less important (2) ________________ it used to be. Harvard business professor, AI Roth,
disagrees and has shown that even the shortest conversation (2) _________ discussing
a deal will make potential business partners six or seven times more likely to co-
operate. Here, then, are the rules of the game ...
Rule number one: Find out what you can do for others. Instead of focusing on (3)
_________ other people at the event can do for you – (4) __________ may make you nervous
and overly anxious to do business - take Internet entrepreneur Guy Kawasaki's advice
and try focusing on what you can do for them. This will (5) _________ relax you and
encourage you to listen, as well (6) ____________ make you more popular!
Rule number two: Keep it short and arrange (7) _________ meet again. Don't drag out
the conversation too long; you both want to meet other people at the event. Establish
the basis (8) ____________ talking business now and arrange to talk again soon.
 PASSAGE 7

UNCOVERING INTERESTS IN NEGOTIATIONS

The biggest mistake inexperienced negotiators make is (1) ___________ think that
negotiation is all about getting what you want. But it isn't. It's about satisfying each
other’s interests. What do we mean by this? Well, the term negotiators use to describe
wants is 'positions'. So when I tell you that I want a 12% discount, that's my position.
And (2) __________ you tell me that you don't want to give me a discount, that's your
position. Of course, by taking (3) ___________positions like this, we usually end up
settling for a compromise - say, a 6% discount, halfway between zero and twelve. But
a compromise is an agreement (4) _____ satisfies nobody!
To avoid this outcome, good negotiators instead try to find out (5) _____ interests lie
behind their counterpart’s position- in other words the reason they want what they
want. And to do this, they ask a lot of questions. In fact, (6) _________ to leading
negotiation training company Huthwaite International, good negotiators ask twice as
many questions (7) ___________ average ones. And of all the questions good negotiators

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ask is 'Why?' For example, 'Why can't you offer me a discount?' You may discover that
your counterpart is only authorized to offer discounts to regular customers - so
already you can see a possible solution to your problem. And a solution is an
agreement that satisfies (8) ___________ parties.
 PASSAGE 8
STAFF QUESTIONNAIRES
Surveys are now an everyday part (1) __________ business life. Most business people
probably have a survey on their desk waiting to be completed.
Companies feel they have to collect information (2) _________ their employees on
such matters as job satisfaction, or their attitude to team-working. But one of real
value is gained from these questionnaires, and in some cases the surveys produce
bad data, on the basis of (3) ____________ bad decisions are made. For a start, many of
the questions are too general, and (4) ____________ open to different interpretations. A
very high percentage of people agree with the statement, ‘Knowledge-sharing is
important (5) __________ competitiveness. But a more focused question could produce
better statistics: for example, “Is knowledge-sharing encouraged in your company?’
In (6) _____________, research which was carried out at one university shows that
questions (7) ____________ job satisfaction get different responses on different days,
depending on whether the employees fill (8) ____________ the questionnaire on a
Monday or a Friday.
1.2. Fill in the numbered blanks with the correct words/ phrases given in
the box. There are FOUR extra words.
 PASSAGE 1

management help into first

following deal with own work
previous because operate out of

Most children love chocolate but not many of them have relatives who (1) ___________
a chocolate business. Nizar Choucair’s uncles owned two chocolate shops in Beirut
and Nizar started to (2) ____________ out after school when he was just 11. At first, they

56
just gave him chocolate as payment. When he left school, Nizar left Lebanon to (3)
_________ with his cousin in Kuwait but he never stopped thinking about the chocolate
business. ‘I saw chocolate everywhere’ he remembers, ‘Even in a glass of water’. When
Nizar married a Kuwaiti girl, neither he nor his new wife believed they had many
opportunities in Kuwait so they returned to Beirut the (4) __________year. It was there
in 1972 that Nizar opened the first Patchi chocolate (5) __________ in the Rue Hamra. It
quickly became a big success. However, in 1975, less than a year after the shop
opened, Lebanon descended (6) _________ civil war and Nizar moved away with his
wife and children, (7) __________ to Amman, then to Cyprus and Paris. They opened
shops in many different parts of the world, and a new factory in Jeddah, Saudi Arabia
(8) __________of the problems of exporting from Lebanon during the war.
 PASSAGE 2

common branches packaging challenge

famous tiny huge children
small made with of

Patchi today has (1) __________ in around 40 countries and has recently expanded into
the Far East by opening outlets in Takashimaya, a Japanese department store. When
the first Patchi shop opened back in 1974, it soon became (2) __________ for creating
luxury gift items for weddings. With global expansion, this has now extended to items
for a (3) __________ variety of special occasions, such as the Chinese New Year. The
company now uses 42 varieties of chocolate and has also branched out into special
chocolate products for (4) ___________ under the name of Patchino. Mr. Choucair always
intended his products to stand out from the competition and one of Patchi’s unique
points is the luxurious (5) ___________. Factories in Egypt, Dubai, Syria, Lebanon and
Saudi Arabia produce the chocolate but the boxes and ribbons are all (6) ___________ in
Sibline, a Lebanese town south of Beirut. In 2008, Patchi made what is probably the
(7) ___________ expensive box of chocolates in the world for Harrods, the London
department store. The outside of the box was made of leather and each of the 49
chocolates was decorated (8) _________ gold. It cost £5,000.

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  PASSAGE 3

through apart from reality taking

real while to take a number
for with when on hold

Effective Phone Communication

In this age of the Internet, email and electronic communication, the telephone is still
one of the most important business tools. Customers expect to be dealt (1) _______
professionally and competently, so effective phone communication skills are vital.
Good customer service can give a company a competitive edge, (2) _______ ineffective
telephone behavior can cost millions in lost sales opportunities.
(3) _______ a positive attitude, whatever business you are in, staff dealing with phone
enquiries need training in (4) _______ of essential skills. These include transferring a
call, placing a call (5) _______, dealing with angry callers responding to enquiries
about correspondence, using a caller's name and (6) _______ messages correctly.
Callers should not hear informal expressions like 'Oh, she's just gone out' or 'Sorry,
he's not with us anymore'. Customers want a prompt response from a (7) _______
person (not a machine) who is friendly, helpful and can make a decision.
More business is lost (8) _______ poor service than by poor product performance, and
the quality of a company's response to a call is one of the chief factors in creating a
perception of good or bad service.
 PASSAGE 4

grew founder owner partner

developed agreed largest which
while supported dramatically that

In July 2012, Marcos Galperin, (1) ___________ and CEO of MercadoLibre, was named as
an 'Ernst and Young World Entrepreneur of the Year’. His company is the world's (2)
__________ online auction site. Since September 2001, it has been a partner company of

58
the US auctioneer, eBay", (3) __________ acquired 5% of MercadoLibre in exchange for
its Brazilian subsidiary, Ibazar.com.br.
Galperin (4) __________ up in Buenos Aires, but went to college in the United States.
After graduating, he returned home and worked for three and a half years at the
largest gas company in Argentina. He then went back to the United States to do an
MBA at Stanford. (5) ___________ Galperin was there, he pitched his ideas for an
Internet company to John Muse, the founder of a private equity fund. Muse thought
the ideas showed potential and (6) ___________to invest.
Galperin has known the co-founder of MercadoLibre, Hernan Kazar, (7) _________ they
were students together at Stanford. In fact, after creating the business plan and
securing financing, Galperin recruited several teachers there to help manage the
business. Since its creation in 1999, MercadoLibre has grown (8) ____________ to
become the largest online commerce platform in North America, with sites across
nine countries including Brazil, Argentina and Mexico.
 PASSAGE 5

leave single told loser

winner double using ending
competitors competitions up said

Nicola Williams, a 31-year-old (1) ___________ mother from Newbridge in South Wales,
couldn't believe her luck when she was told she was the (2) __________ of a
Mediterranean holiday for her and her six-year-old daughter.
The week's break on the sunshine island of Ibiza was the prize in a radio phone-in
competition. She (3) _________ reporter Hefina Rendle on BBC Wales television that she
was 'totally over the moon, really excited '. However, only minutes later, she was laid
off. Nicola, an electronic parts worker, who phoned the radio station from work (4)
_________ her own mobile phone, was unaware that her boss was standing nearby. He
asked her to hang (5) __________, took her into his office and told her she was sacked.
She was ordered to (6) _________ the factory immediately.

59
This was her first job since the birth of her daughter, and she was fired by the same
manager who originally hired her. But the story may have a happy (7) _________. The
commercial radio station which ran the competition is now trying to find her another
job. A spokesman for the station said that people should be allowed to take part in (8)
_____________ from work, as they are in general life.
 PASSAGE 6

airport wealthiest advertising similar

sharing poor straight like
shared different bank service

THE NYLON LIFE

Ron Kastner is a classic New Yorker: first off the plane, first out of the (1)
___________. Carrying a single small bag, he walks (2) _________through immigration and
customs. He doesn't look (3) __________ he's spent six hours in the air (business class
will do that to you). He owns an apartment in the East Village in Manhattan, but
tonight London is home: a flat in Belgravia, London's (4) ____________ neighbourhood.
Kastner is a resident of a place called NY-Lon, a single city inconveniently separated
by an ocean. He flies between the two cities up to five times a month. David Eastman
lives there too.
As (5) ___________ as New York and London are, a growing number of people are living,
working and playing in the two cities as if they were one. The cities are drawn
together by a (6) ____________ language and culture, but mostly by money - more of
which flows through Wall Street and the City each day than all the rest of the world's
financial centres combined. The boom in financial services attracted (7) ____________
agencies, accounting firms and management consultancies to both cities. Then came
hotel and restaurant businesses, architecture and design, real estate and
construction, air travel, tourism and other (8) __________ industries.

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  PASSAGE 7

experience got skills meeting

session employees managers placed
replace training operating knowledge

Hi Chinua,
Hope you are well. I'm sure you won't be missing our Scottish weather!
Re mentoring, I'm afraid our scheme was a bit of a disaster. All new (1) __________ were
appointed a mentor when they joined. Mentors were just selected from senior (2)
____________ and although some were happy to do it, others were angry because they
said they didn't have the time or (3) _________ to do it. I don't know who paired people
up, but the first time the mentors and mentees met was at the first mentoring (4)
__________. As far as I know, there was no mentoring contract or ground rules
established, so there weren't any guidelines. Many of the younger people said they
felt intimidated to be (5) __________with such a senior person when they'd just started
and some of the partnerships were incompatible. The only exception was one senior
guy who (6) ___________ into a relationship with his much younger mentee and then
had to leave the company as a (7) ___________- it caused a right scandal. Anyway, after
a few months nobody was sticking to the meetings and it just faded away.
I think the main problem was that the scheme was rushed through without adequate
planning or (8) ___________. People will be very skeptical now if they try to set up
another scheme. Hope you have better luck. I'm sure it's sunny there, anyway!
Best,
Jim
 PASSAGE 8

quality demand depend relationship

expensive doing efficiency leaders

positive control prices potential

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Many organizations talk about (1) ________________ more business electronically,
implementing cost-cutting measures and improving (2) ______________. Despite all this
talk, some inspired business (3) ______________ have understood what the key to any
business connection is: people. Customers, of course, do expect (4) ________________
products and fair (5) ________________, but this is not the whole story. They also expect
to deal with people who have a (6) _________________ attitude, who are enthusiastic
about the business they are in, and who care for them. A large part of the success of
any company therefore will (7) _________________ on the quality of customer services
and CRM, short for “customer relationship management”. Companies have realized
that any transaction can potentially mark the start of a lifelong (8) _________________.

1.3. Choose the best word to fill each gap.

 PASSAGE 1

About two decades ago, the supporters of globalization promised that free trade
would bring (1) ________________ to people in both developed and (2) ________________
countries. As more and more governments enter the WTO-IMF sphere of influence,
however, the economic difficulties they (3) ________________ lead to the conclusion that
those (4) ________________ were grossly exaggerated. An increasing number of
companies (5) ________________or relocate to countries where labor is cheaper,
environmental laws (6) ________________, and workers’ rights fewer. As a result,
millions of people, especially in developing countries, work in sweatshop conditions,
working long hours in (7) ________________ and unhealthy conditions for meagre wages.
On the other hand, a huge number of manufacturing workers in developing countries
have (8) ________________decently paid jobs as companies have moved overseas in
search of lower production costs.
1. A. prosperity B. drawback C. improvement D. investment
2. A. develop B. developing C. developed D. develops

3. A. deal B. solve C. face D. improve

4. A. knowledge B. skills C. expertise D. promises

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 5. A. outsource B. sourcing C. relocation D. innovation
6. A. weak B. weaker C. strong D. stronger
7. A. safe B. insecure C. unsafe D. secure
8. A. loss B. lose C. losing D. lost

 PASSAGE 2
Does your daily commute to work stress you out? Are you tired of overcrowded,
unreliable trains? If the answer is yes, then (1) _______ for our new minibus commuter
service! We can offer you a relaxing trip in a luxury ten-seater minibus. No waiting on
cold platforms or (2) _______ in crowded carriages. If you request it, we’ll provide your
favorite newspaper free of charge. And if you’ve left home (3) _______ breakfast, we can
sell you a bottle of water and a piece of fruit for the journey. Our driver will pick you
(4) _______ at Bedford station Monday to Friday at 6:15 for a 6:30 am start, and get you
to Liverpool Street station for 8 am. For the (5) _______ journey, we leave from the same
spot at 5:30 pm. For your morning and evening journey together, you’ll (6) _______ just
£40. And if you don’t live in Bedford? Watch this space. Further routes (7) _______ other
towns, including Luton and Cambridge, are planned (8) _______ next year.

1. A. turn up B. make up C. pick up D. sign up

2. A. walking B. standing C. putting D. cutting

3. A. with B. at C. without D. of
4. A. on B. up C. at D. with

5. A. look back B. come C. return D. refund

6. A. get B. receive C. make D. pay
7. A. with B. from C. to D. of

8. A. with B. of C. for D. on

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  PASSAGE 3
Communication in the workplace is key for a productive and effective working
environment. Yet breakdowns in communication (1) _______ are very common and are
a frequent cause of workplace frustrations
1. COMMUNICATION BARRIERS Lots of different things can cause communication
barriers in the office: differences in (2) _______, experience, language and culture can
all make it harder to communicate with your colleagues. The key is to find something
you have (3) _______.
2. WORK VS PERSONAL COMMUNICATIONS It's nice to have friends at work, but it
can be dangerous (4) _______ your personal life part of your communication at work.
Try to stay professional at all times.
3. COMMUNICATION RULES Relying on verbal communication can make (5) _______
very hard to keep track of what you have discussed or agreed (6) _______ colleagues or
clients. A common policy or set of rules for company communication will help to avoid
misunderstandings and disputes.
4. PERSONAL ATTITUDES It's important (7) _______ to let a negative attitude interfere
with how you communicate with your colleagues. Even if you dislike someone you
are working with, try (8) _______ a positive attitude in your communication with them.

1. A. at home B. at school C. at noon D. at work

2. A. management B. control C. background D. performance
3. A. in common B. in balance C. in moderation D. in difference
4. A. to run B. to make C. to manage D. to perform

5. A. it B. them C. its D. him

6. A. about B. on C. with D. of
7. A. so B. not C. in order D. none
8. A. to manage B. to make C. to dispose D. to maintain

 PASSAGE 4

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In July 2012, Marcos Galperin, founder and CEO of MercadoLibre, was named as an
'Ernst and Young World Entrepreneur of the Year: His company is (1) __________
world's largest online auction site. Since September 2001, it has been a partner
company of the US auctioneer, eBay", (2) __________ acquired 5% of MercadoLibre in
exchange for its Brazilian subsidiary, Ibazar.com.br. …….
Back in the 1990s, there were many (3) _________ companies trying to become the Latin
American eBay. Galperin was different to the others in that he focused more on IT and
getting investment and less on marketing or PR. As (4) ___________, his company
flourished while the rest went bankrupt. Following the rise of smartphones and tablet
computers, it modified its (5) __________ technology so it could run its services on
mobile devices and allow external developers (6) ________ applications.
Company sales grew 37% between 2007 and 2011 and MercadoLibre is the tenth
highest-ranked retail site for traffic in the world. During 2011, there (7) _________
almost 53 million products sold, an increase of 35% from 2010. Every month the
company manages more than 1.2 million transactions, (8) _________ 75,000 buyers, and
business has more than doubled every year for the last five years.

1. A. a B. the C. its D. an
2. A. what B. where C. which D. that

3. A. start-up B. established C. supplied D. retailed

4. A. consequence B. therefore C. consequently D. a result

5. A. major B. original C. principal D. vital

6. A. to sort out B. to apply C. to build D. to delete
7. A. were B. are C. was D. have

8. A. drawing B. identifying C. attracting D. differentiate

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  PASSAGE 5
MAKING THE MOST OF BUSINESS
NETWORKING EVENTS
In these days of social media, you might think that (1) _______ personal contact is much
less important than it used to be. Here, then, are the rules of the game ...
Rule number one: Start with small talk. In some cultures, business people think small
talk is not (2) _______ important as a real business conversation. The secret is to avoid
boring small talk - the venue, the weather - and try (3) _______ something personal and
positive to say to the people you meet. It could just be to compliment them on an item
of clothing. But, if you've (4) _______ your homework, you might be able to say
something (5) _______ personal or business-related. Either way, you've started a
conversation and are ready to talk.
Rule number two: Have strategies for ending (6) _______ conversations. From time to
time, we all get stuck in conversations that are going nowhere. It's rude to suddenly
stop, but don't fall (7) _______ the politeness trap and miss the opportunity to talk to
others. Prepare a couple of good excuses for why you have to move on. If you're
attending the event (8) _______ a colleague, agree a way to signal to each other when
you need 'rescuing'.

1. A. making B. doing C. drawing D. taking

2. A. more B. as C. less D. so

3. A. to balance B. to identify C. to find D. to work

4. A. made B. taken C. assigned D. done

5. A. as B. less C. so D. more
6. A. productive B. subjective C. unproductive D. objective
7. A. with B. into C. up D. of

8. A. with B. about C. of D. on

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  PASSAGE 6
NOBODY DOES IT BETTER

The James Bond movies are the longest-running film series in history - and the
second-highest grossing after Harry Potter. Current (1) __________ stands at over $5
billion. And even franchises on the scale (2) ____________ Star Wars, Pirates of the
Caribbean and Batman all fall billions short of Bond at the box office. It is said that
half (3) _________ population of the world has seen a James Bond movie.
Bond is also the most profitable film series ever. The special effects may cost much
more these days, but the films still enjoy 30% profit (4) __________, not including
merchandising. Even Stephen Spielberg's blockbusters ET, Jurassic Park and the
Indiana Jones series can't compete.

Bond appeals to men and women, adults and children (5) ___ ______. From Russia with
Love was apparently one of President Kennedy's top ten favorite books. But James
Bond is no longer just a Hollywood hero; he's a best-selling brand. (6) _________ the
actor playing Bond has changed several times over the last 50 years, although the
studio producing the movies, MGM, almost faced (7) ___________ in 2010 and although
there are no more Ian Fleming novels on (8) _________ to base the films, the series goes
on and on.

1. A. turnover B. output C. outgoings D. expenses

2. A. with B. of C. on D. at
3. A. a B. of C. the D. with
4. A. improvement B. control C. down D. margins

5. A. alike B. similarity C. identity D. the same

6. A. Instead B. Although C. Beside D. However
7. A. corruption B. down-turn C. bankruptcy D. improvement
8. A. what B. how C. where D. which

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  PASSAGE 7

Good communication with existing and (1) ______________ customers is at the heart of
successful business. That is one reason why advertising should, and does, (2)
________________ on such an important role in so many organizations. However, for the
small business, unfamiliar with or inexperienced at (3) ________________ advertising, the
investment can seem uncertain. Unlike their counterparts in larger companies, with
sizeable marketing departments and professional advertising agencies, managers in
smaller firms often find themselves facing a range of decisions which campaign
objectives and strategy, creative content, (4) ______________ and media choice. The list
goes on. That is why I was pleased to read Nick Daws’ (5) ____________ to the world of
marketing communications. I use this phrase rather than “advertising” because the
book goes beyond the weekly display advertisements in the local paper. It also covers
sales promotion, direct mail, point-of-sale and PR, all components of the marketing
mix that can be easily (6) _________________, but which are in fact highly effective. It also
(7) ______________ clear and comprehensive advice on the development of strategy, thus
ensuring that careful readers will avoid the (8) ______________ mistake of rushed or ill-
considered decisions.

1. A. potential B. repeat C. risk D. demanding

2. A. build B. play C. manage D. make

3. A. launching B. improving C. using D. applying

4. A. income B. turnover C. revenue D. budgets

5. A. guide B. control C. instruction D. direction

6. A. overcome B. overlooked C. overestimated D. overused
7. A. supplies B. retains C. provides D. includes

8. A. pricey B. expensive C. cheap D. costly

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  PASSAGE 8
HANDLING COMPLAINTS – A BOSS’ VIEW
Whenever customers make complaints, it is an opportunity to build a stronger, more
profitable (1) ______________ with them. This is because complaints that are handled
properly can be converted into increased (2) _____________, extra business and
recommendations.
In my company, when a customer (3) ____________ a complaint in the past, it was often
ignored by staff. However, over the years, listening to customers has helped us to (4)
_____________ our services, so that now those services are better and faster, resulting in
greater customer loyalty.
This is what you should do: firstly, at the point of purchase, you should provide
comment forms and an email link or phone number to you, the manager, personally.
In many companies, complaints are (5) ______________ with by junior members of staff
and that is why they (6) _____________ customers: junior members of staff are not in a
position to put things right. Secondly, answer all of them and put your personal
signature on each response to show you are taking a personal interest. Thirdly, create
a customer -user group and pay attention to what they tell you. Finally, the golden
rule is this: when customers give you (7) _____________ feedback, make sure they're
rewarded in some special way. This can be done by sending them a handwritten
thank-you note, a free gift or a unique discount, and the result of this may be that they
become (8) _____________ customers who feel their input is valuable.
1. A. relationship B. networking C. contact D. image
2. A. customers B. clients C. business D. loyalty

3. A. do B. made C. inform D. claim

4. A. control B. improve C. manage D. destroy

5. A. handled B. solved C. dealt D. faced

6. A. lose B. have C. gain D. make
7. A. wrong B. expensive C. improving D. valuable

8. A. repeat B. loyal C. precious D. pricey

69
II. READING COMPREHENSION
2.1. Read the text below and decide whether the statements are True or False.
 PASSAGE 1
(PARA 1) Austria does not have as strong a business entertaining culture as some
other, more southern European cultures which reflects the strong separation which
is often made between work and private life. Thus, it is fairly unusual to be taken out
for dinner and even rarer to be invited to someone at home. Most business
entertaining is done over lunch - usually at a good restaurant. (Breakfast meetings
are extremely rare in Austria.)
(PARA 2) During a business meal, it is possible to talk about business, but it might be
wisest to delay introducing work related issues until the host raises the matter.
(PARA 3) If invited out for a meal, the host will always expect to pay. Similarly, if you
invite someone for a business lunch, you will be expected to pick up the bill. In Austria,
both the knife and fork are used throughout the meal. Eating with only one hand, with
the other hand placed on one's lap under the table, (as is common in North America)
is not considered particularly good table etiquette.
(PAR 4) Alcohol will usually be offered at lunch and dinner but many Austrians will
refrain from it at lunch time. It is probably best to take your lead from your host.
It is quite usual to tip in Austria. A tip of around 10% should be given directly to the
waiter at the end of a meal.
 True/False statements
True False
1 In Austria, people keep work and private life separate. _______ _______
2. Business lunches often take place at home. _______ _______
3. During a business meal, anyone can raise the work-related _______ _______
issues.
4 If you invite someone for a business lunch, you will be
_______ _______
expected to pay.
5. Many Austrian may prefer not to drink alcohol at lunch time. _______ _______
 PASSAGE 2

70
(PARA 1) Vietnam Net Bridge–Nine domestically owned information technology (IT)
companies have decided to form an alliance, the Lien Viet Thanh Technology Joint
Stock Company, which aims to produce and trade V-Open brand name laptops.
(PARA 2) According to Pham Thien Nghe, Chief Representative of the Vietnam
Electronics Businesses’ Association, HCM City Branch, Vietnam’s WTO membership
will bring about opportunities and challenges to the personal computer and laptop
market. Now 90% of personal computers are being assembled by domestic
companies, while only 10% of laptops are being made by local companies.
(PARA 3) The statistics released by GFK, a market surveyor, showed that the demand
for laptops of Vietnamese people is increasingly high and stable. More than 90% of
the laptop market share is being held by foreign brand names, like Dell, Acer, Toshiba
and HP. In fact, domestic companies have thought of expanding their market share,
like CMS, Wiscom and Vibird, but they have not succeeded. This has prompted the
founders of Lien Viet Thanh, who are doing IT business themselves, to set up a
company powerful enough to raise the competitiveness of Vietnamese brand names.
(PARA 4) Lien Viet Thanh’s representative said that the biggest issue of the made-in-
Vietnam laptop is the building of a trademark, while assembling technology has
become global technology. No company can get involved in the whole production
chain. There are only four or five companies in the world which specialise in
producing the backbone parts of computers. They account for 60% of parts. Even big
laptop producers in the world have to buy separate parts of laptops for assembly.
(PARA 5) In order to find a solution to the trademark issue, Lien Viet Thanh said that
in the immediate time, the company will offer special post-sales services with
preferential conditions. For example, the key parts of laptops will be guaranteed for
three years. Lien Viet Thanh is planning to provide 1,000 laptops a month in 2007,
60% of which will be provided to students and priced at VND9 mil/ unit ($562,5).
 True/False statements
True False
1 Most of personal computers are made in Vietnam. _______ _______
2. 90% of laptops are made by Vietnamese companies. _______ _______

71
3. The market for laptop computers in Vietnam described in this _______ _______
article is a growing market.
4 Big laptop producers in the world don’t have to purchase
separate parts of laptops for assembly. _______ _______
5. 600 laptops will be provided to students in 2007.
_______ _______
 PASSAGE 3

(PARA 1) Long hours and a heavy workload can cause stress. Between 2006/07 about
530,000 people in the UK reported work-related stress at a level they believed was
making them ill.
(PARA 2) While pressure can be a motivating factor at work, excessive pressures or
demands can lead to work-related stress.
(PARA 3) The way you deal with stress can encourage unhealthy behavior, such as
smoking and drinking too much, which can increase your risk of heart disease.
(PARA 4) Good stress management in the workplace is therefore critical to your
overall health.
(PARA 5) Life coach Suzy Greaves says one of the key skills to managing workplace
stress is knowing how to say no. “I’m constantly challenging clients who say they have
no choice but to overwork," she says. "I coach people to become empowered and
believe they have a choice.” She explains that saying yes can win you brownie points
in the short term but if you take too much on and fail to deliver “it can be a disastrous
long-term strategy”.
(PARA 6) “Have confidence in your ‘no’ when you think it's the right decision, even
though it may not be the most popular one," she says. “In the long term your ability
to say no will be one of your most valuable attributes.”
 True/False statements
True False
1 The text is about beating stress at work. _______ _______
2. One of the motivating factors at work is pressure. _______ _______
3. Smoking and drinking too much are the good ways to reduce _______ _______
stress.

72
4 According to Suzy Greaves, one of the key skills to managing _______ _______
workplace stress is knowing how to accept to do something.
5. In the long term your ability to say no will be one of your least _______ _______
valuable attributes.

 PASSAGE 4

PARA 1) Consumers went back to using their credit cards in March to keep spending
while student and new-car loans shot up as the value of outstanding consumer credit
jumped at the fastest rate since late 2001, data from the Federal Reserve showed on
Monday. Total consumer credit grew by $21.36 billion - more than twice the $9.8
billion rise that Wall Street economists surveyed by Reuters had forecast. That
followed a revised $9.27 billion increase in outstanding credit in February.
(PARA 2) Analysts expressed some reservations whether the date reliably signaled a
real pickup in demand, something that would normally fuel stronger growth, or just
a need to rely more on credit in an economy generating anemic (specialised) job
growth.
(PARA 3) "The optimistic read is that consumers' improved outlook on the economy
and employment prospects led them to feel comfortable spending on credit, while a
more downbeat interpretation is that credit is needed for consumers to keep up,"
Nomura Global Economics said in a note afterward. The March rise in consumer credit
was the strongest for any month since November 2001 when it soared by $28 billion.
New-car sales and production were a key influence on the 2.2 percent annual rate of
economic growth posted during the first three months this year. The government
estimated that about half of that growth came from increased new car production.
 True/False statements
True False
1 According to the article, the growth in consumer credit in _______ _______
March was three times as much as economists had predicted.
2. By using the word "anemic", the article wants to say that the _______ _______
current job growth numbers are professional.

73
3. The March growth in consumer credit was the strongest for _______ _______
any month since November 2001.
4 Student and new-car loans were a key influence on the 2.2 _______ _______
percent annual rate of economic growth
5. The government estimated that about half of that growth came _______ _______
from decreased new car production.

 PASSAGE 5

PARA 1) Procter & Gamble’s Head & Shoulders shampoo is the biggest selling anti-
dandruff shampoo in the world. When sales began to drop, Head & Shoulders had
been on the market for more than 25 years in some countries. Procter & Gamble
therefore considered the possibility that changes in consumer needs and wants may
have occurred and could explain the declining sales. Market research identified that
consumers were not comfortable with the brand’s core promise that it would get rid
of dandruff. Therefore, the decision was made by Procter & Gamble to alter Head &
Shoulders’ promise to one that gives people beautiful hair and keeps hair clean. The
brand turned away from presenting dandruff as a disease that needs to be treated and
set out with the intention of making consumers comfortable with purchasing and
being associated with Head & Shoulders.
(PARA 2) As part of the launch for Head & Shoulders in Australia, a “celebrity ball”
was held at Sydney’s Star City Casino in September 1999, in order to link Head &
Shoulders with glamour and to steer away from the discomforting image of an anti-
dandruff shampoo. The launch also featured an advertisement with Courtney Cox.
(PARA 3) Within three months of Head & Shoulder being launched in Australia, it had
established itself as the number four shampoo in the Australian market. Consumers
were obviously more inclined to purchase a product whose main feature was
glamour, rather than battling dandruff.

 True/False statements
True False

74
1 The passage above is probably from a brochure of recruiting. _______ _______
2. The passage is about a kind of product from Procter & Gamble. _______ _______
3. A celebrity ball took place when Procter & Gamble launched _______ _______
Head & Shoulders in London.
4 The Head & Shoulder shampoo had become the number four _______ _______
shampoo in the Australian market after the launch in Australia.
5. Customers prefer to buy a product whose main feature was to _______ _______
battle dandruff.
 PASSAGE 6
IDENTITY THEFT
(PARA 1) If you use the internet (and these days who doesn’t), you should be aware
of the risks you face and how to prevent being a victim of identity theft.
These are people out there who are scanning the internet to find names, addresses
and credit card numbers that they can use to take something that isn’t rightfully
theirs. These are a few tips that can help make you a safer internet shopper.
(PARA 2) Only use your credit card with a trusted website: this means that you
should normally stick to reputable companies whose names you recognize, and who
have also been doing business for some time. If you don’t recognize the company
name, there are various lists and verifications provided by independent organizations
involved in keeping internet shoppers secure. Check these out if you’re not sure
before providing your credit card information.
(PARA 3) Make sure the website uses appropriate encryption technology: even if the
web company itself isn’t trying to rip you off, there are people out there who are
watching who can still do harm if they intercept your card number. If the connection
you are using is not secure, think twice before shopping!
(PARA 4) Check your credit card statements each month: even small irregularities
will sometimes mean that something is wrong. Thieves will sometimes use your card
to make a small purchase to see if you will report this to your credit card company. If
you don’t, they will then make a much larger purchase.
 True/False statements

75
 True False
1 The article is about giving advice on how to make you a safer _______ _______
internet shopper.
2. You can use your credit card with any website. _______ _______
3. You use only websites with up to date encryption technology _______ _______
because criminals might be able to decode communication
sent to other sites.
4 This article suggest you check your monthly credit card _______ _______
statement carefully.
5. Thieves always use your card to make a large purchase. _______ _______

 PASSAGE 7

Very occasionally a man has an idea which changes the lives of millions. King Camp
Gillette had one in 1895 when he conceived the idea of the safety razor. Before that,
men went to the barber’s for a shave or took a long time using a cut–throat razor. In
1901 Gillette founded his company in Boston and sales grew so fast that in 1905 he
opened his first office in Europe, in London. Gillette was a skillful advertiser and today
the company continues to spend huge sums of money advertising in the press and on
TV, or sponsoring major sports events. In 1950 Gillette paid $6,000,000 to sponsor
the baseball World Series for six years. Back in 1908 the company designed its famous
diamond – shaped logo. Just a few years later, in 1917, Gillette won one of its largest
contracts ever. It supplied the U.S army with razors during the First World War. In
1930, in order to gain market share, it merged with a competitor, Gaisman’s Razor
Company, and from there went from strength to strength. After the resignation of
King Camp Gillette in 1931, the company continued to diversify and in 1936 it
launched brushless shaving cream, which is still one of Gillette most important
products.
 True/False statements True False

1 Gillette established his own company in London. _______ _______

76
2. In 1917 the company won a British army contract. _______ _______
3. Today, Gillette continues to spend a large amount of money _______ _______
advertising in the press and on TV, or sponsoring major sports
events.
4 Gillette merged with its competitor in order to gain market _______ _______
share.
5. Brushless shaving cream is one of Gillette most important _______ _______
products.
2.2. Reach each passage and answer the questions that follow.
 PASSAGE 1

(PARA 1) Amazon.com is the Internet’s leading e-business, selling books, CDs, DVDs,
videos, toys, and gifts. The company also owns significant stakes in other online
retailers, such as Drugstore.com, Pets.com, and HomeGrocer.com.
(PARA 2) Amazon was formed in 1995 by CEO Jeff Bezos, and has its corporate
headquarters in Seattle. The company recently acquired its 25 millionth customer,
the first online retailer to reach this benchmark. Despite this success, and despite
revenues of $3.12 billion in 2001, Amazon did not show a profit until the fourth
quarter of 2001, and that was only $ 5 million.
(PARA 3) “There are two types of retailers: those that work hard to raise prices, and
those that work hard to lower prices. Though both models can be successful, we’ve
decided to follow the second model”, says Jeff Bezos. Amazon’s mission is to use the
Internet to transform books buying into the fastest, easiest, and most enjoyable
shopping experience”. The company operates international websites in the UK,
Germany, Japan, and France, and has customers from more than 220 countries.
Amazon’s goal is to be the world’s most customer-centered company, where
customers can find and discover anything they might want to buy online-what they
call “the Earth’s Biggest Selection.”
(PARA 4) 70% of Amazon’s 7,800 employees have been with the company for less
than a year, but very few leave the company after joining. One reason for this is the
company’s policy of giving stock options to its employees, which gives them a sense

77
of responsibility towards the company’s future. In 2001, however, 1,300 lost their
jobs when the company restructured and closed some of its operating centers.
 Questions
1. How much revenue did Amazon generate in 2001?
_________________________________________________________________________________________________
2. What type of retailers did Amazon.com decide to follow?
_________________________________________________________________________________________________
3. Why do very few employees leave the company after joining?
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
by CEO Jeff Bezos, and has its corporate headquarters in Seattle. (PARA 2)
_________________________________________________________________________________________________
5. What does the following underlined word refer to?
… two types of retailers: those that work hard to raise prices … (PARA 3)
_________________________________________________________________________________________________
 PASSAGE 2
SELLING DREAMS
By John Munch

(PARA 1) Ferrari, Italy's maker of sports and racing cars, is among the three most
recognisable brands in the world. The company got its high profile among the world's
corporate giants without the help, for most of its existence, of an advertising
department. Only as recently as 1993 did Ferrari create a marketing department. 'Just
parking our exciting automobiles is enough to draw the crowds,' writes Gian Luigi
Longinotti-Buitoni, the author of a book called Selling Dreams.
(PARA 2) Customers are now spending more money on products they desire rather
than on products they simply need. All companies must therefore produce goods of
very high quality. More importantly, they must establish a brand for years to come by
giving it emotional qualities that match customers' strongest desires. Like Ferrari, all
companies must create and sell 'dreams'.

78
(PARA 3) Longinotti-Buitoni gives some interesting statistics about markets for
luxury goods worldwide: Switzerland, with 220 Ferraris sold in 1997, is the largest
market per capita for the car maker's products; the company, on the other hand, sells
only 2.7 percent of its cars to women; Rolex and the highest number of luxury watches
are sold in Italy, while Japan has been consistently the leading market in the world
for leather goods from Gucci, Ferragamo, Hermes and Louis Vuitton. China,
amazingly, appears to be drinking a lot of Hennessy cognac.
 Questions
1. What was unusual about Ferrari's marketing until 1993?
_________________________________________________________________________________________________
2. Why must all companies produce goods of very high quality, according to the
author?
_________________________________________________________________________________________________
3. What does the author recommend that companies should do?
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
…. for most of its existence, of an advertising department (PARA 1)
_________________________________________________________________________________________________
5. What does the following underlined word refer to?
… they must establish a brand for years to come by giving it emotional qualities …
(PARA 2)
_________________________________________________________________________________________________
 PASSAGE 3

BRAZIL TRIES TO KICK-START TOURISM

By Geoff Dyer

(PARA 1) Brazil has everything to offer the visitor: 7,300 km of coastline, much of it
empty, endless beaches; the planet's biggest rainforest; an area of wetlands full of
alligators and jaguars; colonial cities and spectacular waterfalls.

79
(PARA 2) The Bahia coast in northeast Brazil is a particularly attractive area for
tourism. Several luxury resorts have been built there. Recently a $170 million five-
hotel complex at Sauipe opened. With its 18-hole golf course and designer shops,
Sauipe is hoping to attract rich, foreign visitors.
(PARA 3) The tourist industry had problems in the past because of high inflation
which led to short-term planning. Hotels, however, are long-term investments, often
with payback periods of over 15 years.
(PARA 4) If resorts such as Sauipe are going to attract significant numbers of tourists,
they have to solve several problems. For a start, Brazil needs cheaper and more
frequent international air travel. Brazilian airlines have actually decreased the
number of scheduled international flights in the past two years because of a currency
devaluation.
(PARA 5) Foreign visitors also demand a level of service that needs lengthy training -
a considerable task for most of the resorts in the northeast which do not have a well-
educated population to provide suitable staff.
(PARA 6) The other big challenge for Sauipe's managers is to avoid the social
problems that other new resorts have caused, when large numbers of people have
come from the interior in search of jobs, quickly creating slums. The resort is hoping
to deal with these pressures by setting up courses in the surrounding villages for
making handicrafts which will be sold at Sauipe and by organizing credit for local co-
operatives to produce foodstuffs for the hotels.
(PARA 7) Some people believe that the developers have not planned the new resorts
properly. 'Sauipe is a resort without adequate infrastructure, training or planning
about how the industry will develop,' says Mario Beni, a professor of tourism at the
University of Sao Paulo.
(PARA 8) Often created in the middle of nowhere, he says, many of these resorts have
poor transport links and no local tourism or sports facilities to take advantage of. 'It
is time to stop and think about these grand projects,' he adds.
(PARA 9) Not true, replies the Bahia state government, which claims to have spent
$2.1 billion over the past decade on basic tourism infrastructure, from roads to
airports to sanitation.
80
  Questions
1. What does Sauipe offer to attract visitors?
_________________________________________________________________________________________________
2. Which problems does Brazil face in attracting more tourists?
_________________________________________________________________________________________________
3. What has the Bahia government done to kick-start tourism?
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
………… they have to solve several problems … (PARA 4)
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
……… courses in the surrounding villages for making handicrafts which will be sold at
Sauipe …
_________________________________________________________________________________________________
 PASSAGE 4
STARTING EVERYDAY WITH A SONG
By Virginia Matthews
(PARA 1) For staff and managers at Asda, each working day gets off to a raucous start.
'Give me an A!' they cry, 'Give me an S! Give me a D! Give me an A! What does that
spell? Asda!'
(PARA 2) Customers of the supermarket chain may be alarmed to see and hear the
company chant, but Asda insists chanting, singing or hand-clapping is one of the best
motivational tools around.
(PARA 3) Asda's spokeswoman says she believes the daily chant unites the
workforce. Asda's chant was adapted for the UK from the version sung at Wal-Mart,
its parent company. The song now accompanies all sales conferences, company
events and even management meetings.
(PARA 4) 'The directors are just as happy to chant as the cashiers are and they have
told us that it helps them get through the business of the day more efficiently and
quickly. Chanting isn't compulsory though,' she adds, 'and if people don't want to join

81
in, they won't be penalized. As for the customers, they love to see us enjoying our
work with a good shout and sometimes they even want to join in.'
 Questions
1. Who is Asda’s chant for?
_________________________________________________________________________________________________
2. Why does Asda insist chanting?
_________________________________________________________________________________________________
3. On what occasions is Asda’s chant now used?
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
‘ …. and sometimes they even want to join in.’
_________________________________________________________________________________________________
5. What does the following underlined word refer to?
… “Chanting isn't compulsory though,” she adds, …
_________________________________________________________________________________________________
 PASSAGE 5
ARTICLE A
Negotiations are demanding and may become emotional. You may find your Russian
negotiator banging his or her fist on the table or leaving the room. Accept such tactics
with patience and calmness. They are designed to make it difficult for you to
concentrate.
Russian negotiating teams are often made up of experienced managers whose style
can be like a game of chess, with moves planned in advance. Wanting to make
compromises may be seen as a sign of weakness.
Distinguish between your behavior inside and outside the negotiations. Impatience,
toughness and emotion during the negotiations should be met with calmness,
patience and consistency. Outside the negotiating process you can show affection and
personal sympathy.

82
ARTICLE B
As well as being formal, negotiations are direct. German managers speak their mind.
They place great weight on the clarity of the subject matter and get to the point
quickly.
Excessive enthusiasm or compliments are rare in German business. You should give
a thorough and detailed presentation, with an emphasis on objective information,
such as your company's history, rather than on clever visuals or marketing tricks.
Prepare thoroughly before the negotiation and be sure to make your position clear
during the opening stage of the talks, as well as during their exploratory phases. Avoid
interrupting, unless you have an urgent question about the presentation.
ARTICLE C
Communicating is a natural talent of Americans. When negotiating partners meet, the
emphasis is on small talk and smiling. There is liberal use of a sense of humor that is
more direct than it is in the UK. Informality is the rule. Business partners do not
use their academic titles on their business cards. Sandwiches and drinks in plastic or
boxes are served during conferences.
This pleasant attitude continues in the negotiation itself. US negotiators usually attach
little importance to status, title, formalities and protocol. They communicate in an
informal and direct manner on a first-name basis. Their manner is relaxed and casual.
The attitude 'time is money' has more influence on business communication in the US
than it does anywhere else. Developing a personal relationship with the business
partner is not as important as getting results.
1. In which country do negotiators show strong emotions?
_________________________________________________________________________________________________
2. In a negotiation with German managers, what shouldn’t you do when someone is
talking?
_________________________________________________________________________________________________
3. With US negotiators, which one is more important: developing a personal
relationship with the business partner or getting results?
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
83
… during the opening stage of the talks, as well as during their exploratory phases.
(Article B)
_________________________________________________________________________________________________
5. What does the following underlined word refer to?
They communicate in an informal and direct manner on a first-name basis. (Article C)
_________________________________________________________________________________________________
 PASSAGE 6
Read the advertisement and a letter of application and answer the questions that
follow.
Advertisement:
Looking for Drivers to deliver
This is one chance to be a driver that delivers lots of important things such as cash,
treasures, guns, or even famous people. We are the best and safest delivery company
in New York, Tamm Express Delivery Company. We are looking for drivers who have
clean driving records, good people skills, and an ability to deliver very important and
precious things efficiently and safely. You must be older than 25 to apply and be fluent
in the English language. If you can speak other languages, that can set you apart as a
better applicant.
Letter of application:
Dear Tamm Express Delivery Company,
Hello, my name is A.J. Smith, and I have worked as a cop in New York for twenty years
now. I retired as a cop last year, because of one incident where I was shot in my
stomach in my effort to catch a thief. Although I really love my job as a cop, my family
will not let me be one anymore. So I decided to retire and now am looking for a new
job. I believe that working for the Tamm Express Delivery Company is just for me,
because I can drive in any situations: raining, snowing, tornadoes, typhoons etc. Cops
are usually trained for 6 months to drive like the drivers in the movie in order to catch
criminals. Anyway, I believe that I would love this job and also would be a great help
to your company. I hope to hear from you soon. Thank you.
 Questions
1. Who would most likely be interested in the advertisement?

84
_________________________________________________________________________________________________
2. What applicants will have an advantage?
_________________________________________________________________________________________________
3. Why does Mr. Smith think he should work for the Tamm Express Delivery
Company?
_________________________________________________________________________________________________
4. What does the following underlined word in passage 1 refer to?
We are the best and safest delivery company in New York.
_________________________________________________________________________________________________
5. What does the following underlined word in passage 1 refer to?
You must be older than 25 to apply and be fluent in the English language.
_________________________________________________________________________________________________
 PASSAGE 7
(PARA 1) More and more, small Internet start-ups are advertising on television, often
within months of their launch. In the late 1990s, many of the Internet's biggest brands
- such as Google, Skype and Amazon - were built through word-of-mouth, without
paying for offline ads. Today Google is advertising on TV and billboards, and investors
are encouraging more of their start-up companies to take advantage of television.
(PARA 2) Index Ventures invests in Internet start-ups. Saul Klein, a partner at Index,
says: "Once you have a clear sense of how much it costs you to get a customer and the
total lifetime value of that customer, you should start experimenting with as many
different marketing channels as possible." Recent e-commerce companies appearing
on UK TV include Spotify, the digital music service; Lovefilm, the DVD-rental and
online-video service; Glasses Direct, which sells spectacles; Wonga, a loan provider;
and Just-Eat, which lets people order from local fast food takeaways online.
(PARA 3) Such companies started off by advertising on Google's search ads, which
allow an exact analysis of how much each ad cost and how much the visitor who saw
the ad went on to spend.

85
(PARA 4) But search ads are most useful when people know what they are looking
for- so for companies trying to build awareness for a new kind of online service, TV
ads can be more useful.
(PARA 5) "Our goal on TV is to educate people that there is an alternative to the high
street," says Kevin Cornils, chief executive of Glasses Direct. "Anyone can do an ad
online, but people trust TV." Mat Braddy, marketing chief at Just-Eat, buys TV
advertising to target younger people in early evenings and at weekends. "If you're
clever about it, you can advertise at the times of day when people make the decision
to eat," he says.
 Questions
1. In the late 1990s, how were many of the Internet's biggest brands built?
_________________________________________________________________________________________________
2. What are forms of advertising mentioned in paragraph 1?
_________________________________________________________________________________________________
3. What are the names of five new Internet companies?
_________________________________________________________________________________________________
4. What does the following underlined word refer to?
"More and more, small Internet start-ups are advertising on television, often within
months of their launch." (PARA 1)
_________________________________________________________________________________________________
5. What does the following underlined word refer to?
"If you're clever about it, you can advertise at the times of day when people make the
decision to eat," he says. (PARA 5)
_________________________________________________________________________________________________
2.3. Reach each passage and do the task below.
 PASSAGE 1
PLANNING EFFICIENT BUSINESS TRIPS

(PARA 1) With business travellers expected to do more work in less time, how do you
ensure that you use the time you have in the best way?

86
(PARA 2) Although it is fashionable at the moment to take public transport to the
airport and to fly economy, it might not be the best solution. "It might be better to be
driven to the airport if it means you can use the time to make calls,’’ says Clare Evans,
a time management coach.
“It’s the same with business class. If you're a senior manager and it means you can be
productive, it’s potentially cheaper. Calculate what your time is worth."
(PARA 3) It is better to get to the airport an hour early and spend the time working.
Ms. Evans says: "Make sure you always have some work with you. With laptops and
smart phones, a decent lounge isn't that different to your office." Ensure that you are
organized at the other end and don't take any more than carry-on luggage if you can
help it. Sites such as Dopplr and Triplt can help you organize your travel online and
alert you to delays.
(PARA 4) ‘’Arrange meetings with jet lag in mind,'" says Ms. Evans. "If you're on a
long-haul flight from London to Los Angeles, then mornings are going to be better for
you." Spend the "lower quality" time on administrative tasks such as e-mail. Unless
the flight is very short, you do need spend some time resting. "If you're away for four
days, you may be better off spending the flight - taxing rather than working."
 Complete each sentence below with NO MORE THAN 4 WORDS.
1. Taking __________________________ to the airport might not be the best solution.
2. Clare Evans is _____________________________________.
3. Dopplr and Triplt are __________________________ for planning trips.
4. When planning business trips, you should get to the airport early and spend
_____________________________________.
5. You shouldn’t take a lot of _____________________________.
 PASSAGE 2
RULES OF THE GAME HAVE BEEN REWRITTEN
By Luke Johnson
(PARA 1) Entrepreneurs of the 21st century are different. The world of business has
changed a lot since I entered it in the 1980s, and the rules of the game have been
totally rewritten. An important factor has been the influence of the Internet. Many
start-ups are now online companies or use the Internet in some way. A 26-year old

87
such as Mark Zuckerberg can create a community of 500 million users with Facebook
- employing just 1,000 staff. Facebook is also an example of how investors are willing
- sometimes - to back projects that have almost no sales revenues, believing that a
profitable business model will come later, as it did with Google.
(PARA 2) Every young company now uses social networking as one of its marketing
tools. An understanding of how to use Facebook, Twitter, Foursquare and the rest is
important for the success of almost any brand targeted at the young. Each new wave
of technology is accepted very quickly. Things used to evolve much more gradually in
the past.
(PARA 3) Start-ups are far more likely to be founded by graduates than they used to
be. In the past six years in the UK, there has been a 46 per cent jump in the number of
graduates describing themselves as self- employed. I am sure that will continue,
partly because comfortable jobs are much harder to get. Of course, many more people
attend university now; yet when I left Oxford, it ·as seen by many as "wasting" a
degree to want to create a business.
(PARA 4) 'Women entrepreneurs are much more common than in the past, with
almost one in three UK start-ups in 2009 founded by a woman. Now women are much
more confident and ambitious in their careers, and there are plenty of role models of
successful women in the workplace.
 Complete each sentence below with NO MORE THAN 2 WORDS AND/OR A
NUMBER
1. The writer arrived in the world of business in ______________________.
2. ______________________work at Facebook.
3. Every start-up company now uses social networking as one of its
______________________.
4. In the past six years in the UK, the number of graduates describing themselves as
self- employed has jumped by ______________________.
5. In 2009 more than 30 percent of start-ups founders were ______________________.

88
  PASSAGE 3
(PARA 1) The National Basketball Association (NBA) has brought its product to
London, once more pitching the game to an overseas market in an attempt to expand
its product beyond its North American homeland. The NBA had insisted that the LA
Lakers-Minnesota Timberwolves friendly last month would feel just like a US-based
NBA game.
(PARA 2) American football is also in the fourth year of its own export drive. On
Sunday, the San Francisco 49ers take on the Denver Broncos at Wembley stadium in
London in the latest annual attempt to sell the National Football League to a new
audience. Sports operators face competition from other sports for revenues as well
as other leisure interests and must find new markets if they wish to grow.
Consumption can be measured participating in the sport and those watching it.
(PARA 3) The NFL and NBA are not the only sports trying to find new markets. Bernie
Ecclestone, the Formula One motor racing chief! has dropped some venues and
created new ones in Singapore, Bahrain, Malaysia and, most recently, South Korea.
(PARA 4) Football, the most popular of sports, still has the Indian and Chinese
markets to penetrate. Expansion in these markets is left to individual clubs to see
what new fan bases they can reach.
(PARA 5) Sports that enter new markets must bite into the leisure time and income
of people already participating in or watching the traditional main sports of their
countries. As David Stern of the NBA puts it: "We just want one in 10 people to bounce
the ball rather than kick it." However, he concedes "the growth is different market by
market."
 Complete each sentence below with NO MORE THAN 4 WORDS
1. The National Basketball Association (NBA) has brought its product to London in
order to ___________________________.
2. The names of four types of sport mentioned in the article are basketball, American
football, __________________________________.
3. The names of three sports organizations are mentioned in the article are National
Basketball Association, National Football League, __________________________________.

89
4. ______________________ is the most popular of sports.
5. ________________________ concedes "the growth is different market by market."
 PASSAGE 4
STIRRING UP THE TEA MARKET

(PARA 1) Competition in the hot drinks market reached boiling point on Wednesday,
as a former Nestle executive launched a new tea-making system to compete with the
Swiss food group's own recently launched product. The move followed legal action,
as Nestle this week won a court battle to ban a rival product in its highly profitable
Nespresso business.
(PARA 2) Eric Favre, previously Nespresso's chief executive, and who is now an
independent businessman, launched Tpresso, a new tea-making system which he said
he wanted to make "the Nespresso of tea". The first machines to be assembled in
China from European components, will go on sale in China in April, with other Asian
markets next year and Europe possibly following.
(PARA 3) The new system to be sold in China for Rmb5.000 ($756), followed Nestle's
launch last year of Special T, a tea-making system designed to do for tea what
Nespresso has done for coffee. Machines for Nestle's Special T system, launched
initially in France, cost € 129 ($ 128), with 10 capsule pack costing €3.50.
(PARA 4) Over on the coffee front, a commercial court in the Swiss city of St Gallen
gave Nestle an important legal victory on Monday when it won its case against
discount retailer Denner. Denner had been selling Nespresso-compatible coffee
capsules for about half the Nestle price. Last June Nestle showed its willingness to
defend Nespresso, which it says is protected by 1,700 patents. It took legal action
against the US company Sara Lee, when it launched its L'Or Espresso machine.
 Complete each sentence below with NO MORE THAN 4 WORDS
1. _______________________ is a coffee machine that the company makes
2.Tpresso machines will be assembled in _________________________.
b. Machines for _____________________________ system, launched firstly in France.
3. ____________________________ won the court case between Nestle and Denner.

90
4. Nestle took legal action against Denner because Denner was selling coffee capsules
for Nestle Nespresso machine at ____________________________________.
 PASSAGE 5
HOW NOT TO SUCCEED IN YOUR JOB

(PARA 1) Many magazines have articles on how to be a success, but here at Business
Monthly, the Magazine for Busy Businesspeople, we thought it would be helpful if our
readers know how to fail.
(PARA 2) Step One: Don’t come to work on time. If you want to fail at work, then don’t
be on time. Punctuality, or being where you should when you should, is a common
trait of successful people. If you don’t want to succeed, be late for all of your
appointments.
(PARA 3) Step Two: Don’t ask questions. Successful people often try to learn what
they don’t already know. They ask questions if they are unsure of a situation or a
procedure. If you want to fail, make sure you keep your questions to yourself.
(PARA 4) Step Three: Never learn new things. In order to get ahead in your career, it
is necessary to keep yourself updated on current information in your field.
Information changes quickly; if you want to be left behind, then don’t keep up with
the changes.
(PARA 5) Step Four: Don’t mind your own business. MYOB, or Mind Your Own
Business, means not getting involved in office gossip. If you talk about others behind
their backs, then you can expect that others are talking about you as well. So if you
want to fail, stick your nose where it does not belong.
 Complete each sentence below with NO MORE THAN 4 WORDS
1. _____________________ means being where you should, when you should.
2. ________________________ aren’t late, ask questions, and try to learn new things.
3. If you don’t want to be left behind, keep up __________________________.
4. MYOB stands for ______________________________.
5. ______________________________ where it does not belong makes you fail.

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  PASSAGE 6
(PARA 1) Changing your organizational culture is the toughest task you will ever take
on. Your organizational culture was formed over years of interaction between the
participants in the organization.
(PARA 2) Organizational culture grows over time. People are comfortable with the
current organizational culture. For people to consider culture change, usually a
significant event must occur. An event that rocks their world such as flirting with
bankruptcy, a significant loss of sales and customers, or losing a million dollars, might
get people's attention.
(PARA 3) When people in an organization realize and recognize that their current
organizational culture needs to transform to support the organization's success and
progress, change can occur. But change is not pretty and change is not easy.
(PARA 4) The good news? Organizational culture change is possible. Culture change
requires understanding, commitment, and tools.
Steps in Organizational Culture Change
(PARA 5) There are three major steps involved in changing an organization's culture.
(PARA 6) 1. Before an organization can change its culture, it must first understand
the current culture, or the way things are now.
(PARA 7) 2. Once you understand your current organizational culture, your
organization must then decide where it wants to go, define its strategic direction, and
decide what the organizational culture should look like to support success. What
vision does the organization have for its future and how must the culture change to
support the accomplishment of that vision?
(PARA 8) 3. Finally, the individuals in the organization must decide to change their
behavior to create the desired organizational culture. This is the hardest step in
culture change.
 Complete each sentence below with NO MORE THAN 4 WORDS
1. An organizational culture was established over years of
_________________________________ in the organization.

92
2. According to the article, ________________________________________ is the most difficult
task you will ever take on.
3. Changing an organization’s culture include _________________________________________.
4. Culture change requires understanding the ____________________________.
5. The _____________________________ in culture change is that every member in the
organization must decide to change their behavior to create the desired
organizational culture.

93
III. SENTENCE TRANSLATION
1. We are proud of our products. A price increase of just under 4% means that we
can maintain the high standards our customers expect.
________________________________________________________________________
________________________________________________________________________
2. For companies, this is often due to a fall in sales, perhaps products are too old or
competition is increasing.
________________________________________________________________________
________________________________________________________________________
3. Franchise fees often cover training too, but not the premises, equipment or
furniture: franchisees have to make these investments themselves.
________________________________________________________________________
________________________________________________________________________
4. There are regular meetings to share ideas and experience, not just between sales
and marketing managers, but with staff at every level.
________________________________________________________________________
________________________________________________________________________
5. An internship is a period of time that a student spends inside a company in order
to get on-the-job experience.
________________________________________________________________________
________________________________________________________________________
6. I was working in an insurance company in Brussels when I read about a virtual job
fair-a website where candidates can meet recruiters online.
________________________________________________________________________
________________________________________________________________________
7. Salespeople, who probably spend a lot of time out of the office meeting customers,
may see marketers as slightly detached from reality.
________________________________________________________________________
________________________________________________________________________
8. Marketers create demand through advertising and promotion and they may view
the sales function as the necessary final stage.

94
________________________________________________________________________
________________________________________________________________________
9 The fundamental difference between sales and marketing is that sales people come
into constant and direct contact with customers whereas marketing people, on the
whole, do not.
________________________________________________________________________
________________________________________________________________________
10. However, it is very interesting to look at the differences between sales and
marketing in terms of their jobs and their personalities.
________________________________________________________________________
________________________________________________________________________
11. Sales and marketing work well together in the majority of companies, and they
have seen themselves as colleagues with common goals for a very long time.
________________________________________________________________________
________________________________________________________________________
12. In order to make people's skills and qualifications transparent across Europe, the
European Commission developed a standardized CV format known as Europass.
________________________________________________________________________
________________________________________________________________________
13. Telephone skills are an important part of customer service, and training in this
area is often offered to front-line employees dealing directly with customers.
________________________________________________________________________
________________________________________________________________________
14. From the company's point of view, online resources mean that time is saved-
customer service staff don't have to repeatedly answer the same questions.
________________________________________________________________________
________________________________________________________________________
15. Instead of making a direct enquiry, a prospective customer can browse through
the FAQs (frequently asked questions) and an existing customer can read product
users' entries in an online forum.

95
________________________________________________________________________
________________________________________________________________________
16. The word 'internship' is used for white collar (professional) careers.
________________________________________________________________________
________________________________________________________________________
17. The word ' apprenticeship' is used for blue collar (manual / technical) careers.
________________________________________________________________________
________________________________________________________________________
18. The modern concept is that persuasion is not just the hard sell of a salesperson
with a customer, but an important skill to use throughout our professional life.
________________________________________________________________________
________________________________________________________________________
19. Sales people also pride themselves on their interpersonal skills: in face-to-face
interaction, they can adapt their personal quickly.
________________________________________________________________________
________________________________________________________________________
20. In terms of business, entrepreneurs start companies and see the big picture, while
managers grow existing companies and see the details.
________________________________________________________________________
________________________________________________________________________
21. Entrepreneurs and managers share some of the same characteristics, but also
show important differences.
________________________________________________________________________
________________________________________________________________________
22. In terms of personality, entrepreneurs take risks, but tend to get bored by the day-
to-day details of running a company.
________________________________________________________________________
________________________________________________________________________
23. Managers, on the other hand, tend to be risk-averse, and enjoy running their
department day-to-day.

96
________________________________________________________________________
________________________________________________________________________
24. A typical route for an entrepreneur is to start a business, grow it and then, when
it is successful, sell it to another-usually much larger-company.
________________________________________________________________________
________________________________________________________________________
25. A private limited company is a small or medium-sized business in which the
shares are privately held, perhaps by the founder and a few early investors.
________________________________________________________________________
________________________________________________________________________
26. In terms of franchise, the franchisees don't have to start from scratch and come
up with a new product and a new marketing plan-someone else has already thought
about this, and tested it as well.
________________________________________________________________________
________________________________________________________________________
27. Customers get a consistent product that they understand and trust, and they know
that the small operation they are dealing with is part of a much larger organization.
________________________________________________________________________
________________________________________________________________________
28. Mr. Shaun Duggan, a graduate in business studies says that it was very difficult to
find an internship in the UK, so he decided to go to Shanghai.
________________________________________________________________________
________________________________________________________________________
29. As the second biggest economy in the world, China has lots of opportunities for
interns to acquire experience.
________________________________________________________________________
________________________________________________________________________
30. China offers the chance to learn a new language and to demonstrate the ability to
live and work in a different culture.
________________________________________________________________________
________________________________________________________________________

97
31. First of all, you need intercultural sensitivity, the ability to see things in different
ways, and to understand how your own cultural values are different from other
people's.
________________________________________________________________________
________________________________________________________________________
32. A second important skill for working across cultures is managing uncertainty.
________________________________________________________________________
________________________________________________________________________
33. Americans and the British always want quick decisions. But Asians generally
prefer to take more time rather than make the wrong decision.
________________________________________________________________________
________________________________________________________________________
34. The fourth skill for working across cultures that impresses employers is the ability
to build relationship between people from different cultures.
________________________________________________________________________
________________________________________________________________________
35. Multicultural teams need to be patient and live with uncertainty. Successful
interns adjust their communication to the local style.
________________________________________________________________________
________________________________________________________________________
36. Chinese organizations are hierarchical. Everyone respects the boss. You need to
think carefully before you speak, and to be diplomatic.
________________________________________________________________________
________________________________________________________________________
37. We really understand that your people work hard and need to relax, but this
behaviour is completely unacceptable.
________________________________________________________________________
________________________________________________________________________
38. We value your company's business but, if these problems continue next week in
Iowa and Kansas we still refuse any future bookings for rock tours.

98
________________________________________________________________________
________________________________________________________________________
39. In Springfield and Burlington, the rock group Einstein or their roadies broke
furniture, lights and glasses in bedrooms and in the hotel restaurant.
________________________________________________________________________
________________________________________________________________________
40. A local entrepreneur who wants to open an international franchise needs to raise
capital in order to register a company and pay the franchise fee.
________________________________________________________________________
________________________________________________________________________
41. This payment covers the right to use the brand name and the business model for
a specified number of years.
________________________________________________________________________
________________________________________________________________________
42. If the customer needs information that you do not have, you should promise to
call them again later.
________________________________________________________________________
________________________________________________________________________
43. The franchisee may also have to buy stock from the franchiser. If not, franchisees
can source suppliers themselves.
________________________________________________________________________
________________________________________________________________________
44. After the business is open, there is a monthly management fee that the franchisee
has to pay.
________________________________________________________________________
________________________________________________________________________
45. Some franchisers charge a fixed sum, others require franchisees to pay a
percentage of the sale revenue, usually between 2 and 10%.
________________________________________________________________________
________________________________________________________________________

99
46. Megan and I started Doug's Mugs four years ago. Megan is in charge of sales, and
I do the rest.
________________________________________________________________________
________________________________________________________________________
47. The business grew quickly in the first three years, so we have some temporary
workers who help with production when we are very busy.
________________________________________________________________________
________________________________________________________________________
48. I set up the business and bought the equipment with my own money, so we have
no debt.
________________________________________________________________________
________________________________________________________________________
49. When marketing and sales work together closely, there will be increased revenues
and new business opportunities.
________________________________________________________________________
________________________________________________________________________
50. Both departments are needed to build long-term partnership with customers,
rather than just satisfy their immediate needs.
________________________________________________________________________
________________________________________________________________________

100
IV. SENTENCE BUILDING
4.1. Order the given words to make complete sentences
1. In reality / have to / closely / marketing / work together / and sales / of course
In reality ______________________________________________________________________________________
_________________________________________________________________________________________________
2. Information from / is needed / much / both departments / to make / more effective
/ promotions
Information from ____________________________________________________________________________
_________________________________________________________________________________________________
3. Companies / how much money / and go out / and families / both know / will come
in/ approximately
Companies and _____________________________________________________________________________
_________________________________________________________________________________________________
4. Due to / raw materials / are rising / the global / and / economic situation/ energy
costs
Due to _________________________________________________________________________________________
_________________________________________________________________________________________________
5. We have / to our customers / for the first time/ prices/ no choice / in three years/
but to increase
We have ______________________________________________________________________________________
_________________________________________________________________________________________________
6. At/ develop / they / the meeting/ exchange feedback / vocabulary / a common /
and
At the meeting, _______________________________________________________________________________
_________________________________________________________________________________________________
7. In / everybody/ in the same office / some companies/, with / sitting / next to /
every marketing person / a sales person / works
In some companies __________________________________________________________________________
_________________________________________________________________________________________________
8. Sometimes / after-sales / the shared office / staff / also includes / customer service

101
Sometimes ___________________________________________________________________________________
_________________________________________________________________________________________________
9. Instead of / sales and marketing / now share / departments/ having/ separate
conferences/ an annual meeting
Instead of ____________________________________________________________________________________
________________________________________________________________________________________________
10. Internships / part-way through / can be done / a degree / a course of study/ after
/ obtaining/ or
Internships ___________________________________________________________________________________
_________________________________________________________________________________________________
11. In terms of / be / both / marketers / creative / tend to /, and / analytical /
personality
In terms of ___________________________________________________________________________________
_________________________________________________________________________________________________
12. They / to as / inside / a company / often /are / the “creatives” / referred /
They are ______________________________________________________________________________________
_________________________________________________________________________________________________
13. curriculum vitae / that gives / a person’ experience / is / and qualifications / a
short document / an overview of
Curriculum vitae ___________________________________________________________________________
_________________________________________________________________________________________________
14. Customer loyalty / when / communication / are based on / and customer
satisfaction / increase / they / with real people.
Customer loyalty ___________________________________________________________________________
_________________________________________________________________________________________________
15. The SLA (service level agreement) / and often runs to / forms / between supplier
/ several pages / and client / of detailed specifications / part of the contract
The SLA (service level agreement) _________________________________________________________
_________________________________________________________________________________________________
16. Customer support / about the product / and / dealing / involves / with existing
customers / answering / or service in use / handling complaints / detailed questions
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Customer support ___________________________________________________________________________
_________________________________________________________________________________________________
17. In a large company, / by people / customer support / with a different / is usually
carried out / skill set.
In a large company, __________________________________________________________________________
_________________________________________________________________________________________________
18. Contact with / who are trained / is / to deal with / the responsibility of / a
purchase / pre-sales enquiries / a customer / before and during / sales staff
Contact with _________________________________________________________________________________
_________________________________________________________________________________________________
19. Customer service /is given / a customer / before /making a purchase / refers to
/ during and after / the care
Customer service ____________________________________________________________________________
_________________________________________________________________________________________________
20. Contact with / during a purchase / of sales staff / is / a customer / before / the
responsibility
Contact with _________________________________________________________________________________
_________________________________________________________________________________________________
21. An apprenticeship / practical / on-the-job / combines / with / training / relevant
study
An apprenticeship ___________________________________________________________________________
_________________________________________________________________________________________________
22. The experience / a job / helpful / or / gained / for completing / on an internship
/ is / for getting / one’s studies.
The experience_______________________________________________________________________________
_________________________________________________________________________________________________
23. Internships sometimes/ part-time / a small salary / come with / can be / full-time
/ or / and
Internships sometimes ______________________________________________________________________
_________________________________________________________________________________________________
24. Persuading / need to / is / that / business people / daily / a skill / employ
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Persuading __________________________________________________________________________________
_________________________________________________________________________________________________
25. Sales people / competitive / driven / tend / and intuitive / individualistic / to be
Sales people __________________________________________________________________________________
_________________________________________________________________________________________________
26. They / trying to meet / to earn a lot / like / if they / the challenge of / do well /
targets and the chance
They __________________________________________________________________________________________
_________________________________________________________________________________________________
27. The entrepreneur / uses it / keeps / to start / the money from / another business
/ the sale of the business / and
The entrepreneur ____________________________________________________________________________
_________________________________________________________________________________________________
28. Most family businesses / but there are / are / some examples / like this, / amongst
larger companies
Most family businesses _____________________________________________________________________
_________________________________________________________________________________________________
29. For the franchiser, / they / a license to others / their product or service / can grow
/ to sell / the business / by granting
For the franchiser, ___________________________________________________________________________
_________________________________________________________________________________________________
30. Good franchisers / required for the franchise / will offer / in selling /
comprehensive training programmes / and other business skills
Good franchisers _____________________________________________________________________________
_________________________________________________________________________________________________
31. These training programmes / and provide / can help / many other / secure /
financial incentives / funding for the franchisee
These training programmes ________________________________________________________________
_________________________________________________________________________________________________
32. The most important thing / and their promotion activities / that / the franchiser
/ is / at a national level / offers / their brand name
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The most important thing __________________________________________________________________
________________________________________________________________________________________________
33. Marketers / while / sales people / doing “the hard work”/ plan / are out / on the
road / campaigns and promotions
Marketers ___________________________________________________________________________________
________________________________________________________________________________________________
34. Family income / if bonuses or overtimes / can also /or when people / go down /
are unemployed or ill / decrease,
Family income _______________________________________________________________________________
________________________________________________________________________________________________
35. Most of / situation/ which means / our customers / that / is / very good/ pay in
advance, / our cash flow
Most of _______________________________________________________________________________________
________________________________________________________________________________________________
36. Mike / overseas / business trip / was unable to / his / attend / the meeting /
because / he / was on
Mike __________________________________________________________________________________________
_________________________________________________________________________________________________
37. The / ends / selling process / and / starts with / with a product / an inquiry /
from a customer / delivered to that customer
The selling ____________________________________________________________________________________
_________________________________________________________________________________________________
38. Retained profits / the company / are kept / to expand / new products / to
develop / or
Retained profits _____________________________________________________________________________
_________________________________________________________________________________________________
39. We also / in order to / the company’s performance / employ / who are able to /
improve / work hard / a lot of young people
We also _______________________________________________________________________________________
_________________________________________________________________________________________________

105
40. Sales minus / other expenses / costs / which / uses to pay for / equals / a
company / gross profit
Sales minus __________________________________________________________________________________
_________________________________________________________________________________________________
41. COGS include / and fees / raw materials / transport costs / paid to /
commissions / paid to external staff / sales people
COGS include _________________________________________________________________________________
_________________________________________________________________________________________________
42. We like to / who / so we / have / are able to / flexible employees / easily /
recruit / adapt / new young people / to any change
We like to ____________________________________________________________________________________
_________________________________________________________________________________________________
43. Distribution channel / and even / distributors / involves / the Internet /
wholesalers / retailers
Distribution channel ________________________________________________________________________
_________________________________________________________________________________________________
44. Franchisers and / in order to / can work / quality products / together / for
customers / franchisees / provide
Franchisers and ______________________________________________________________________________
_________________________________________________________________________________________________
45. Local entrepreneurs usually / from families or friends / raise capital /
borrowing / by asking / from a bank / or / for a loan / money
Local entrepreneurs _________________________________________________________________________
________________________________________________________________________________________________
46. We / still faced / the supplier / have sourced /, but we have / financial
difficulties
We ____________________________________________________________________________________________
________________________________________________________________________________________________
47. If you / more opportunities / have / will have / to find / the right qualifications /
a good job / and abilities / with a high salary / you
If you _________________________________________________________________________________________
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________________________________________________________________________________________________

48. Almost every interviewer /, so you have to / will ask about / prepare / your
strengths and weaknesses / to talk about them
Almost every interviewer ___________________________________________________________________
_________________________________________________________________________________________________
49. Companies that / leading to / productivity / invest in / improving / new
equipment / companies’ performance / can increase
Companies that ______________________________________________________________________________
_________________________________________________________________________________________________
50. Even though /we can manage / our transport costs / to reduce / will increase /
other costs
Even though __________________________________________________________________________________
_________________________________________________________________________________________________
4.2. Complete the following sentences between 6 and 12 words. YOU HAVE TO USE
YOUR OWN WORDS.
1. Students benefit from internship _________________________________________________________
_________________________________________________________________________________________________
2. The Internet has brought _________________________________________________________________
_________________________________________________________________________________________________
3. Stock is usually managed carefully so that ______________________________________________
_________________________________________________________________________________________________
4. Long-term customer partnerships allow companies ___________________________________
_________________________________________________________________________________________________
5. A sole trader _______________________________________________________________________________
_________________________________________________________________________________________________
6. Training employees to develop their ability ____________________________________________
_________________________________________________________________________________________________
7. Telephone skills are _______________________________________________________________________
_________________________________________________________________________________________________
8. A buyer purchases raw materials ________________________________________________________
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_________________________________________________________________________________________________
9. At the beginning of your career, the most important thing ____________________________
_________________________________________________________________________________________________
10. When revenues are down, _______________________________________________________________
_________________________________________________________________________________________________
11. Franchises represent ___________________________________________________________________
_________________________________________________________________________________________________
12. A socially concerned company may____________________________________________________
_________________________________________________________________________________________________
13. In the service sector, the customer ____________________________________________________
_________________________________________________________________________________________________
14. The supplier chain process is the process which involves moving__________________
_________________________________________________________________________________________________
15. Some franchisees can’t raise enough capital, __________________________________________
_________________________________________________________________________________________________
16. Companies advertise because __________________________________________________________
_________________________________________________________________________________________________
17. A group of lawyers who _________________________________________________________________
_________________________________________________________________________________________________
18. She graduated with a Bachelor of Commerce degree, then ___________________________
_________________________________________________________________________________________________
19. More and more advertisers are developing ___________________________________________
_________________________________________________________________________________________________
20. An entrepreneur is ______________________________________________________________________
_________________________________________________________________________________________________
21. The manufacturing of the components is ______________________________________________
_________________________________________________________________________________________________
22. After one or two years of working abroad, ____________________________________________
_________________________________________________________________________________________________
23. Working for a large electronics manufacturer, you ___________________________________
_________________________________________________________________________________________________
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24. Customer service refers to ______________________________________________________________
_________________________________________________________________________________________________
25. The new facilities we’re building will __________________________________________________
_________________________________________________________________________________________________
26. He found out about the company by ____________________________________________________
_________________________________________________________________________________________________
27. If entrepreneurs need more freedom, they ___________________________________________
_________________________________________________________________________________________________
28. Persuading is a skill ____________________________________________________________________
_________________________________________________________________________________________________
29. Everything went really well and, at the end of the internship, ______________________
_________________________________________________________________________________________________
30. Customer support involves _____________________________________________________________
_________________________________________________________________________________________________
31. You have a good degree and significant work experience____________________________
_________________________________________________________________________________________________
32. Customer loyalty and customer satisfaction increase when customers are
satisfied with ________________________________________________________________________________
_________________________________________________________________________________________________
33. The distribution centre has _____________________________________________________________
_________________________________________________________________________________________________
34. Cutting the variable costs often ________________________________________________________
________________________________________________________________________________________________
35. When you’re figuring out how much a startup CEO salary should be, ______________
________________________________________________________________________________________________
36. In terms of personality, marketers tend _______________________________________________
________________________________________________________________________________________________
37. For senior positions, companies sometimes use _____________________________________
________________________________________________________________________________________________
38. For the seller, shipping in large volumes ______________________________________________
_________________________________________________________________________________________________
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39. We put so much time and money into customer support because ____________________
_________________________________________________________________________________________________
40. The franchisee may _____________________________________________________________________
_________________________________________________________________________________________________
41. Sales and marketing _____________________________________________________________________
_________________________________________________________________________________________________
42. A company that has temporary financial difficulties _________________________________
_________________________________________________________________________________________________
43. A takeover is _____________________________________________________________________________
_________________________________________________________________________________________________
44. Turnover and COGS are _________________________________________________________________
_________________________________________________________________________________________________
45. A well-written and original motivation letter ________________________________________
_________________________________________________________________________________________________
46. To make the customer’s priority ________________________________________________________
_________________________________________________________________________________________________
47. As the second biggest economy in the world, China __________________________________
_________________________________________________________________________________________________
48. Listen carefully to what your customers tell __________________________________________
_________________________________________________________________________________________________
49. Local legislation and the social, political and business environment _______________
_________________________________________________________________________________________________
50. Marketers create _________________________________________________________________________
_________________________________________________________________________________________________

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