Business English Communication

Winter semester 2025/26

Group 1
Monday, 10.15-11.45am and 12.30 – 2pm
Ruth Görbing ([email protected])
Content List

Introduction: What is Business English? ................................................ 3

Unit 1: Organisations ............................................................................ 8
Unit 2: Business Writing – Reports ........................................................ 14
Unit 3: Marketing .................................................................................. 23
Unit 4: Finance ...................................................................................... 31
Unit 5: Business Presentations .............................................................. 40
Unit 6: Globalisation ............................................................................. 47
Unit 7: Competition .............................................................................. 54
Unit 8: Intercultural Competence …....................................................... 59
Unit 9: Human Resources …………........................................................... 66
Unit 10: Business Writing – Emails ........................................................ 72
Unit 11: Change .................................................................................... 78
Unit 12: Business Ethics ……………........................................................... 83
Unit 13: Business Meetings ................................................................... 89

Self-Study Exercises .............................................................................. 102

2
3
Introduction

What is Business English?

Syllabus
Course Plan

4
Introduction: What is Business English?
When working in an international environment, you will need a strong command of Business
English. Depending on your job, you may be having meetings with colleagues from China,
emailing with customers in France, or doing a presentation for colleagues from the US. This
means it is important to speak English fluently and accurately and have a wide range of
business vocabulary, both for small talk and for discussing topics specific to your job.

It also means having good communication skills, especially when working in an international
environment; it is important to remember that your own cultural norms may not be the
same as those of your business partners. For example, when giving a presentation in English,
it is not enough just to do the presentation in English. You also have to consider the
expectations of your audience, as this may differ depending on their cultural background.
Typically, German business presentations are thorough, detailed and contain a lot of facts
and figures. In the USA, for example, the presentation style is more upbeat and entertaining;
US presenters try to build a strong rapport with their audience by sharing anecdotes or
making jokes. You also need to keep in mind that when presenting to non-native speakers,
you should aim to make your presentation easy-to-follow, as not all of your audience
members may have strong
English skills.

Therefore, this course will focus on the language skills that you need to connect with others
in an international environment; this includes oral and written communication training. In
addition, we will look at issues related to intercultural awareness and give you tips and
strategies that you can use when communicating with international business partners.

We want to strengthen and improve your English skills by focusing on business vocabulary
and grammatical structures. You will be reading texts and listening to podcasts dealing with a
widerange of business topics. Throughout the course, you will have the chance to practice
the skills you have obtained by giving a presentation to an international audience, taking part
in an international meeting, and creating written documents for international partners. At
the end of the course, we hope that your Business English skills are such that you can

5
anticipate and understand cultural differences and adapt your language accordingly to
succeed in an international environment.

Syllabus
The final mark for the Business English Communication course is based on two parts which
are worth 50% each: On the one hand, there are assignments done during the course, for
example some writing tasks and a presentation. The other 50% are derived from the exam,
which takes place in February. The final course grade will be determined as follows:
I. Course work (50%):
Presentation (20%)
Meeting role-play (20%)
Writing assignment (5%)
Culture brief (5%)
II. Final exam (50%)

Please note that you need to pass both the semester work and the exam to successfully
finish the whole course. If you cancel or fail the English exam, the points (the first 50%) of
your course work are going to be saved for one year. This means that you need to take and
pass the exam in July, September, or February of the next year at the latest; otherwise, your
premark will be deleted and the whole English course has to be done again, including all the
course assignments.

This English course also has a mandatory attendance. This means you are allowed two
missed appointments this semester. If you miss more than two appointments, your course
participation and all points gained are cancelled, and you have to do the whole module
again. To keep track of students’ presence, the attendance will be taken in each lesson.

The following marking scheme is used for the assignments and the exam:
1,0 1,3 1,7 2,0 2,3 2,7 3,0 3,3 3,7 4,0
95+ 90-94 85-89 80-84 75-79 70-74 65-69 60-64 55-59 50-54

Learning a language only works with interaction and communication; while reading or
listening comprehension are usually unproblematic for students, it is the speaking part which
most students find difficult or even scary. The idea of the Business English course is to offer

6
as much speaking time as possible; therefore, a lot of exercises are done in (rotating) group
work. This will help you to express yourself verbally, as you need to do teamwork to get
exercises done or compare them together. It is also a good practice for the meeting role-play
at the end of the course.

To get more comfortable speaking English, it is vital that all students actively take part in the
lessons. It also helps to regularly check the exercises provided in Ilias. Doing these exercises
in Ilias has the advantage that you can see and download the correct results immediately
afterwards. Please note that Ilias works best with Google Chrome or Mozilla Firefox; also,
some exercises are not compatible with tablets. If you have technical issues with Ilias or do
not understand certain solutions, please talk to your lecturer.

In addition to Ilias, we encourage students to do the self-study part at the end of this book.
The goal of the self-study assignments is to give you extra practice in vocabulary, grammar,
and reading comprehension in order to prepare you for the final exam. The self-study part is
organised by units, so that you can find corresponding exercises for each unit of this book in
the respective self-study part. There is also an additional grammar part in the self-study part.
The answers for the self-study exercises can be found at the very end of this book.

The writing assignments are uploaded to Ilias; your lecturer will explain the technical details
to you. The writing assignments are corrected and then handed back, so that you can see
your mistakes and improve on them. For the marked assignments, an assessment sheet with
the points will also be uploaded. A sample of each assessment sheet is provided with the
task description.

A note on the use of AI and plagiarism

Stealing intellectual property of any sort will not be tolerated and will result in a 5.0 in the
course. This includes taking presentations or writing assignments from students who did the
course previously. You must also cite all information that you find on the internet or
elsewhere (e.g., on your presentation slides).

While it is understandable that students want to use AI to improve their writing, there are
strict limitations in this course on how AI can be applied: Using ChatGPT or similar AI
assistants to gather information or get inspiration is allowed; however, using AI-constructed
texts, even after some alterations, is not permitted and will result in a 5.0 for the course.
MSB uses detection software to scan each assignment for plagiarism and AI issues.

Please take this information seriously.

7
Course Plan
Date Topic
1 Introduction
Unit 1: Organisations
Unit 2: Business Writing – Reports
13 October 2025
2 Unit 3: Marketing
Report Writing Practice
20 October 2025
3 Unit 4: Finance
Unit 5: Business Presentations
27 October 2025
4 Unit review #1 (Units 1, 3, 4)
Unit 6: Globalisation
3 November 2025
5 Unit 7: Competition
Unit 8: Intercultural Competence
10 November 2025
6 Unit review #2 (Units 6, 7, 8)
Unit 9: Human Resources
Unit 10: Business Writing – Emails
17 November 2025
7 CULTURE BRIEF DUE
Unit 11: Change
Unit 12: Business Ethics
Culture Brief Presentations
24 November 2025
8 REPORT AND EMAIL DUE
Unit review #3 (Unit 9, 11, 12)
Presentation Preparation
1 December 2025
9 PRESENTATIONS
Please upload your presentations to Ilias by Sunday, 7 December,
6pm.
8 December 2025
10 Unit 13: Meetings
15 December 2025
11 MEETINGS ROLE PLAY
12 January 2026
12 Course Revision
Practice Exam
19 January 2026
13 Practice Exam Review
General Revision and Evaluation
26 January 2026

8
9
Unit 1: Organisations

Vocabulary: Organisations
Reading: Google
Grammar: Present Simple and Present Progressive

10
Vocabulary: Organisations
During the working life, people are always part of an organisation – may it be a small or
medium-sized company or a global player. This chapter is designed to offer vocabulary
dealing with different departments, company structure and culture, and hierarchy. A
In an organisation, people are on different hierarchy levels – a trainee has a different status
than a CEO. How important are the following things in showing a person's status in a
company? Give each item a score from 1 (low status/not important) to 5 (high status).

• your own office 5

• a uniform 2
• a company credit card 4
• fixed working hours 5
• flying business class 5
• having an assistant 4
• taking holidays when you like 4
• a personal business card 3
• a company car 2
• the latest mobile phone, paid for by the company 3

B
Match the words in the box below to the correct definition

subsidiary factory/plant call centre service centre headquarters

parent company distribution centre warehouse outlet

1. call center: a place where people answer questions and

make sales over the phone
2. distribution center: a building from which goods or supplies are sent
to factories, shops or customers
3. Outlet: a place through which products are sold
4. Service center: a place where faulty products are mended (repair)
5. Subsidiary: a company which is at least half-owned by
another company
6. headquarters: the main office or building of a company
7. Warehouse: a building for storing goods in large quantities
8. Factory: a large building or group of buildings where
goods are made (using machinery)
9. parent company: a company that owns one or more other
companies
C
11
Match the words with the correct definition.
Word Definition

1. B cutting-edge A. lacking human warmth and interest

2. F. decentralised B. very modern, trend-setting

3. A impersonal C. to be growing very quickly

4. C fast-growing D. kind and supporting of others

5. G competitive E. to make decisions based on what

the
6. D caring customers want

7. E market-driven F. control of an organization has been

moved from a single place to several
smaller ones

G. to be as good or better than other

companies in terms of prices, services, etc.

Word Definition
A. an organisation which is financially
1. C highly-profitable struggling

2. A loss-making B. to be accepted in the market

3. D slow-to-respond C. an organisation that makes a lot of

money
4. F hierarchical
D. an organisation that takes time
5. G progressive before reacting to customer needs

6. B well-established E. a company that has many rules and

complicated processes
7. E bureaucratic
F. organisations in which the
employees’ status is clearly defined

G. willing to accept changes, forward-

looking

12
D
Match the activities (a-k) with the correct department (1-11).
1 C. R&D 5 G. Production 9 J. Logistics
2 A. Customer Services 6 D. Finance 10 F. Public Relations
3 K. Human Resources 7 I. Administration 11H. IT

4 E. Sales and Marketing 8 B. Legal

a) deal with complaints (2) e) plan advertising campaigns (4) i) keep records (7)
b) draw up contracts (8) f) issue press releases (10) j) transport goods (9)
c) carry out research (1) g) operate assembly lines (5) k) train staff (3)
d) prepare budgets (6) h) install and maintain systems equipment (11)

Reading: Google

Success can be a game with many players

By Sarah Murray

One of the side effects of the free food for Google staff is what is known as the "Google 15"
— the number of pounds that employees typically gain after joining the Internet company.
But whether it is providing snacks and gourmet meals in the canteen, annual skiing trips or
games rooms at the office, the philosophy behind such perks is the same — getting staff to
meet each other, interact in informal settings and encourage teamwork.
One way the company does this is to hold competitions in everything, from office decorating
to dancing and football, with prizes for the winners. Managers also receive a quarterly
"celebratory fund" either to reward accomplishments or to build teamwork by going
bowling, go-karting or dining out.
The Best Workplaces survey indicates that such initiatives have a powerful effect. At Google
Italy, for example, 90 percent of the employees agreed that "people celebrate special events
around here". Also in Italy, 100 percent agreed that "this is a friendly place to work", and 96
percent agreed that "there is a ‘family’ or ‘team’ feeling here".

13
Another part of Google’s objective is to make its workplace feel fun. Massage chairs, table
tennis tables, video games, lava lamps, hammocks, beanbags, bicycles, large rubber balls,
couches and scooters are all part of the furniture in Google offices.
However, when it comes to the serious business of work, great emphasis is placed on
engaging employees. "What makes Google a great workplace is that the nature of the work
itself is very challenging and interesting", says Nick Creswell, the company’s university
programmes manager for Europe, the Middle East and Africa. "And for the type of people
who really enjoy an intellectual challenge, that’s the biggest appeal of working here."
Fostering this intellectual activity is a policy giving employees a large degree of
independence in deciding how to work — both in terms of the hours they work and how
they do their jobs. "There’s a real culture of autonomy and empowerment," says Mr
Creswell. "Individuals within the business understand what their own goals are within the
context of their teams, and they have a lot of freedom to go out and make those happen."
Even when it comes to learning and development, many programmes are voluntary and
informal. Often it may be a case of inviting a university faculty in to discuss their latest
research. Google also invites prominent writers to give lunchtime talks about their books.

A
According to the text, which of these statements are true (T) and which ones are false (F)?
1 Google promotes the idea of staff getting together. T
2 Every month, managers get money to build teamwork or reward staff. F
3 Ninety per cent of Google Italy workers thought it was a friendly place to work. F
4 The furniture in Google offices is different to that in most offices. T
5 The work is challenging, and you need a university degree to work there.
6 Employees know what their objectives are and have the freedom to achieve them. T
7 Employees have the opportunity to listen to well-known or important authors. T

B
Match the words to the correct definitions.
1. Perks a) something that has been successfully achieved
2. accomplishment b) something that is attractive or desirable for people
3. initiative c) encouraging the development of something or somebody
4. appeal d) freedom from external control or influence; independence
5. fostering e) special benefits or bonuses
6. autonomy f) the ability to assess things or take charge before others do

Are there any other words in the text you do not understand?

Grammar: Present Simple and Present Progressive

Present Simple and Present Progressive
14
While the German language only uses one tense for the present, the present simple and the present
progressive in English are very distinct and have different uses.
• We use the present simple to give factual information, for example about company
information.
Google has an annual turnover of over $100 billion a year.
Google owns several office buildings in Mountain View, California.
1.9 billion people use YouTube every month.

• We use the present simple to talk about routine activities or habits.

Google managers travel frequently for their jobs.
Google employees don’t often eat lunch at their desk.

• We use the present progressive to talk about ongoing projects or actions happening at the
time of speaking.
Google is currently developing a new Android phone.
This month, Google is recruiting new employees in Dublin and Hamburg.
“Sorry, Mr Robbins can’t come to the phone right now, he is talking to a client.”

A
Which of these signal words below are usually used with the present simple? Which are
used with the present progressive?
usually this year every day now sometimes

often currently once a month at the moment on Mondays

B
Complete these sentences with the present simple or the present progressive form of the
verbs in brackets.
1. Currently, YouTube is working (work) with criminal investigators to remove videos
containing hate speech.
2. eBay now spends (spend) $20m a year analyzing suspicious sales.
3. The Body Shop usually sells (sell) its products through its authentic Body Shop stores.
4. At the moment, Adidas is negotiating (negotiate) flexible working hours with its
workforce.
5. Both Apple and Samsung are launching (launch) important new products this year.
6. It is a fact that a lot of people own (own) a smartphone nowadays.
Please note: There are some verbs which cannot be used in the present progressive, for
example want, believe, know, remember, understand, love, like, hate, …

15
Unit 2: Business Writing

Report Samples
Useful Phrases
Linking Words
Business Writing: Practice Report

16
Business Writing: Reports
When writing for the business world, it is always important to keep your readers in mind.
When working for international companies, you will be writing to business partners who will
expect your writing to be professional. At the same time, it could be that the person who
you are writing to has English skills which are weaker than your own. Therefore, you need to
make your writing professional, but simultaneously also easy-to-read.

In addition, you should try to use formal language. This means that it could be helpful to:

• choose a variety of linking words (not just “and” all the time);
• ignore words such as “really” or “very” (try “significantly” or “noticeable”);
• write words in full and not in contracted forms (such as “It’s” or “They’ve”);
• learn standard phrases for business writing, e.g. for reports or emails;
• organise your writing in clear paragraphs or with the help of bullet points (when
appropriate).

When writing a report, you need to keep in mind that a report is often used by managers to
make quick decisions. Instead of going through all the material themselves, your manager
expects you to summarise the main facts in a clear and structured way, outlining the pros
and cons. To write a comprehensive report, you must therefore make sure that the reader
can easily read your document without a lot of effort, that the facts and findings are
neutrally presented, and that there is a recommendation on what action should be taken.

This requires that you present the facts accurately and that you communicate objectively. A
report should not be an essay reflecting personal opinions; instead, a report is trying to
outline what decision is best for the company/the department. Hence, the emphasis should
be on the factual material presented and the conclusions drawn, rather than on any personal
beliefs, biases or prejudices.

On the next two pages, you will be reading two examples of business reports. Both reports
are essentially about the same topic, but they are written in different ways. Which of these
reports do you like better and why?

17
Business Writing:
Report Samples
Sample 1 Advertising Campaign for Panther Air
We are writing this report to consider two proposed activities for how Panther Air can
market its ‘on demand’ jet charter service. The goal is to target the world’s top high-level
executives.
We should advertise in business magazines and on business-related websites. To do so, there
are two possibilities. We could use an advertisement based on real passengers on a Panther
flight. They would highlight our competitive prices and our cabin staff who have a service
background in luxury hotels. Maybe we can tell customers that we are flexible and
professional? We think that this strategy will cost approx. 2 million euros.
We also thought about using celebrity endorsement. We could use Ryan Reynolds –
everybody seems to like him, and he played a superhero in Deadpool, so this could be a
great marketing idea for us. In the advertisement, Ryan Reynolds would be seen in the jet
relaxing and drinking Gin from his own brand Aviation. This will decrease the advertising
cost, as Aviation has agreed to pay for part of the costs. And Panther Air would also benefit
from using Aviation’s positive brand name. This strategy will maybe cost approx. 4 million
euros, with 1 million being paid by Aviation.
The first proposal would be cheaper. But we recommend using the second strategy. It sounds
like it could be more popular. As Panther Air is not a well-known company, we think that they
would benefit from using celebrity endorsement in order to gain brand awareness.

This one looks like a story. No structure.

18
Sample 2 Advertising Campaign for Panther Air
Introduction
The purpose of this report is to consider two proposed activities for how Panther Air can
market its ‘on demand’ jet charter service. The goal is to target the world’s top executives.
Findings
Research shows that to raise brand awareness among business people, Panther Air should
advertise on business-related websites. There are two possibilities to reach this goal.
The first is to use an advertisement based on testimonials by real passengers. The
advertisements would highlight the competitive prices and the cabin staff with a service
background in luxury hotels. In addition, the flexibility and the professionalism of Panther Air
could be emphasized. This strategy will cost approx. 2 million euros.
The second possibility is to use celebrity endorsement. It was found that Ryan Reynolds
would attract business executives to use Panther’s services. In the advertisement, Mr
Reynolds would be seen relaxing on the jet and drinking Gin from his own Aviator brand. This
would lower our advertising budget, as Aviation has agreed to pay for part of the costs. In
addition, Panther Air would benefit from using Aviation’s positive brand name; the name
Aviation also draws up a strong connection to air travel. This strategy will cost approx. 4
million euros, with 1 million being paid by Aviation.
Recommendation
Although the first proposal would be cheaper, we recommend using the second strategy. As
Panther Air is not a well-known company, they would benefit from using celebrity
endorsement to gain brand awareness. Therefore, a meeting should be organized with Mr
Reynolds and Aviator to discuss a possible partnership.

More complicated words, more structure,

19
Business Writing:
Useful Phrases for Reports
To give a report a better structure and make it more persuasive, there are certain standard
phrases which are used in report writing. A variety of them can be found below. Please note
that you do not need to use all of them but try to make sure to include at least one for each
part (Introduction, Findings, Recommendation). The phrases will also make your writing
sound more professional and fact-based.
Introduction
The aim / purpose of this report is to ...
Give the reader a short overview of the
points that will be looked at – what is this The report aims to ...
report about?
... make a recommendation on how to ...
... recommend how to ...
(note the difference!)
Recommend is always followed by a verb +
ing

Findings

Summarise the main facts. Remember that The key findings are:
in the business world, you need facts to
back up your opinion. Therefore, it is more It was found that ...
convincing to write “Our research shows
that George Clooney would appeal to our Our research into ... found that ...
target market” than to write “We think that
we should use George Clooney for the Our research clearly shows that ...
advertisement.”
The findings/figures/results/investigations
show that ...

The graph / table shows that ...

20
Making recommendations
Make practical suggestions to deal with the We recommend / propose /suggest that we
situation and ideas for making sure future invest in ...
activities run more smoothly.
We recommend / propose / suggest
Make sure to use the correct grammar with investing in ...
each phrase! (active sentence -> gerund)

The phrases I think that ... or In my It is recommended/suggested to invest in ...

opinion ... lack objectivity. When stating (passive sentence -> infinitive)
your opinion, it is more professional to
write We recommend ..., It was felt It was felt that ...
that ... , or It was decided that ... It was decided that ...

21
Business Writing:
List of Linking Words
Linker’s function Phrases

Contrasting ideas He is highly qualified. However, he has not yet found a job.
Although he is highly qualified, he has not yet found a job.
In spite of his high qualification, he has not yet found a job.
Despite his high qualification, he…
He is highly qualified, but he has not yet found a job.
Tom has found a job, whereas Pete is still unemployed.

Comparing ideas Both Tom and Mark passed the exam last year.
Neither Tom nor Mark passed the exam.
Unlike Tom, Paul failed the exam.
In comparison to Tom, Mark has worked quite hard.
Mark worked as hard as Tom.

Linking cause and effect Due to her good preparation, Mary passed the exam.
On account of her good preparation, Mary passed…
As a result of her good preparation, Mary passed …
Because of her good preparation, Mary passed …
She has worked hard. Therefore, she got a 1.3.
Jane got a 1.0. This means she was the best of all.
Susan failed the exam. That is why she will have to do it
again.
Mark worked hard, so he passed the exam in his first
attempt.
He had worked hard. Consequently, he passed.

Adding ideas Furthermore,

(note the comma!) Moreover,
In addition (to that),
Additionally,
Besides that,

Structuring Firstly, …
(note the comma!) First of all, …

22
 Secondly, …
Thirdly, …
Next, …
Then, …
Finally, …
Last but not least, …

Linking Words Exercises A

Use the following linking words to complete the sentences.

Although (bien que) because of consequently

furthermore in spite of (malgre) so

1. Although the team worked overtime, they still missed the deadline.
2. In spite of the marketing campaign being expensive, it generated positive returns.
3. The company launched a new social media marketing campaign. Furthermore, it
strengthened its brand image by supporting a local football club.
4. The project was delayed so the client decided to extend the contract.
5. The company introduced flexible working hours because of its employees’ demand for
better work–life balance.
6. Demand has increased sharply. Consequently, our production capacity has to be
expanded.

B
Choose the best option for each sentence.
1. The company recorded losses last year. ______, it managed to attract new investors.
a) although
b) However
c) Because of
2. ______ inflated production costs, the firm still managed to remain profitable.
3. a) Despite
b) Because of
c) Therefore (donc)
4. The results were disappointing. ______, the strategy will be revised for next year.
5. a) Consequently
b) in spite of
c) although

23
Business Writing:
6. The CEO outlined the new company blueprint. ______, she emphasized the
importance of sustainability.
7. a) Besides that (en plus de ca)
b) Furthermore
c) Because of

C
Each sentence contains a mistake related to linking words. Correct it.
1. The supplier raised prices. Therefore of this, we had to renegotiate the contract. 2.
The product launch was a success. Besides that, customer satisfaction rates
decreased.
3. The CEO resigned in spite of his health issues.
4. Because the demand was weak, we still couldn’t meet all of the orders.

24
 Practice Report
You work for the Finnish company Terve which produces a fair-trade, vegetarian snack. The
snack can be eaten hot and cold, is packaged in an environmentally friendly wrapper, and
sold over the internet and in small shops in Scandinavia. Terve wants to go global and sees a
good chance to enter the Mexican market, due to a high amount of people with a vegetarian
lifestyle there.

To quickly gain
popularity, your management
wants you to develop a multi-media
advertising campaign for launching
the snack in Mexico.

Write a report that includes:

• A description of two possible campaigns for Mexico, including a budget for each
campaign
• Pros and cons of both campaigns
• A final recommendation, including the next steps to be taken

Guidelines
• The report must be app. 230-250 words (+/ 5%)
• The report should include the following sections, including headlines:
1) Introduction
2) Findings
3) Recommendation
• Follow the model in sample report #2
• Remember to use the standard phrases
• Use formal language and linking words
• You have 30 minutes to research and write the report
• Your lecturer will then put you into groups to do some peer review

To get some background information on how marketing can be done in the Mexican market,
use ChatGPT (or similar language model assistance) and formulate a good prompt to gain
insights. Keep in mind that you are trying to launch a vegetarian snack – so how would you
define your target group, what marketing budget is realistic for this product and company,
and what kind of marketing is popular in / specific for the Mexican market?

When using artificial intelligence, make sure to follow the instructions laid out on page 5.

25
Business Writing:

Unit 3: Marketing

Vocabulary: Marketing
Grammar: Future Tenses
Reading: Nano-Influencers

26
Vocabulary: Marketing
A
Work in a team: Which of these brands do you know? Out of this list, which one is your
personal favourite and why?
Coca-Cola IKEA Microsoft Lidl Puma
Amazon Zara Vodafone Apple Kellogg's
Tesla Google L’Oreal Samsung Alibaba
McDonald's Jaguar Disney Heineken Starbucks
B
Work in a team: Do you understand these terms which can be used to describe a brand?
Can you explain them in your own words?
value for money upmarket classic well-made
durable inexpensive reliable sophisticated
Value for money: the product wors the
price
Upmarket: premium quality
Classic: It stays the same, coca cola
(always been there)
Mell-made: Good quality (apple)
Durable: Long lifetime (Nokia)
Inexpensive: cheap
Reliable: You can trust something
Sophisticated: Elegant
C
Match these word partnerships to their meanings

27
B
R
A
N
D 1. loyalty a) the title given to a product by the company that makes it
2. image b) using an existing name on another type of product
3. stretching c) the ideas and beliefs people have about a brand
4. awareness d) the tendency to always buy a particular brand
5. name e) how familiar people are with a brand (or its logo and slogan)

P
6. launch f) the set of products made by a company
R
O 7. lifecycle g) the use of a well-known person to advertise products
D 8. range h) when products are used in films or TV programmes
U
C 9. placement i) the introduction of a product to the market
T 10. Endorsement j) the length of time people continues to buy a product

M 11. leader k) the percentage of sales a company has

A
12. research l) customers of a similar age, income level or social group
R
K 13. share m) the best-selling product or brand in a market
E 14. challenger n) information about what consumers want or need
T
15. segment o) the second best-selling product or brand in a market

D
Complete these sentences with word partnerships from exercise C.

BRAND

1 No one recognises our logo or slogan. We need to spend more on advertising to raise brand
awareness.
2 Consumers who always buy Sony when they need a new TV show

__________ Brand loyalty _______________________.

3 A fashion designer who launches his or her own perfume is an example of

_____________Brand stretching ____________________ .

4 The _________Brand image________________________ of Mercedes-Benz is that its products

are seen as safe, reliable, luxurious, well-made and expensive.

PRODUCT

28
5 George Clooney advertising Nespresso is an example of _Product
endorsement________________________________.

6 A _____Product lifecycle____________________________ consists of introduction, growth,

maturity and decline.

7 Tesco's wide _____Product range____________________________ means that it appeals to all

sectors of the UK market.
8 The use of Aston Martin cars and Sony computers in James Bond films are examples of
_______Product placement__________________________.

MARKET

9 Microsoft is the _______________Market leader__________________ in computer software.

10 In countries with ageing populations, the over-60s age group is becoming an increasingly

important _______________Market segment__________________.

11 Pepsi is the _____Market challenger____________________________ in carbonated soft drinks.

12 Focus groups and consumer surveys are ways of conducting

___Market research______________________________.

E
What types of methods can you use with the following media? Write down 2-3 methods
for each advertising medium.
digital billboards commercials free samples flyers pop-up stores

banner ads posters product placement sponsoring viral advertising

Cinema: product placement, sponsoring

Trade fair: free samples, flyers,

Online: viral advertising, banner ads

Outdoor advertising: digital billboards, posters, flyers

Point-of-sale: pop-up stores, free samples

Radio: sponsoring
29
Television: commercials

Words of mouth: bouche à Oreille

F
Match the following verbs with the correct definition.
Word Definition

1. C) to persuade A. to support an organisation or activity

(e.g. a football team or event) by giving
2. G to publicise money (in return for advertising)

3. E) to promote B. to direct a product to a particular group

of people
4. F) to launch
C. to make someone do or believe
5. D) to research something by giving them a good reason

6. B) to target D. to study a topic in detail, especially in

order to find new information
7. A) to sponsor
E. to encourage the popularity and sale of
a product

F. to introduce a product into the market

G. to make information about a product

generally available

Grammar: Future Tenses

Talking about the future
We use going to or the present progressive to talk about plans for the future that we have already
decided to do (fixed arrangements).

30
 • The marketing department is going to launch a new social media campaign.
• We are going to invest more in advertising to increase brand awareness.
• We are meeting with the advertising agency on Thursday at 3pm.
We use the will future to talk about something we have decided to do at the time of speaking
(spontaneous decisions) or plans that are not arranged yet/can still change.
• “I just got off the phone with our agent. The deal is off. I will call the marketing manager to
inform her to find a new agent.”
We use the present simple to talk about a timetable or programme – anything that affects many
people and cannot be changed by just me.
• Our meeting with the brand manager starts at 11 am.
• The conference finishes at 5 pm.
• Our flight leaves at 8 am from Manchester.

A
Complete each dialogue with the correct form of going to or will.
1. A Have you decided where to hold the marketing conference?
B Yes, we ___we are going_________________ book the Emory Centre in Atlanta.
2. A I can't find my passport.
B OK, you look in your bag, and I ___will_________________ check the back seat of the car.
3. A What are you planning to do in Tokyo?
B We _______are going to_____________ meet our agent to discuss next year's advertising
budget.
4. A How did the meeting with your supervisor go?
B Quite good – we agreed that we ______are going to ______________ change the design
for the new model.
5. A I am afraid your flight has just been cancelled.
B Oh no – I need to get there tonight! I _____will_______________ take the train then!

B
Choose the correct tense (present simple or present progressive).
1. We stay / are staying at the Ritz for next week's conference.
2. According to the timetable, the coach departs / is departing from Victoria at 8:00, reaches
Lille at 12:30 and arrives in Paris at 3:30.
3. Excuse me, what time does the conference begin / is the conference beginning?
4. What do you do / are you doing on Tuesday afternoon?
5. What time does this train get / is this train getting to Osaka?
6. Next time, I travel / am travelling to Madrid by train.

31
Reading: Nano-Influencers

The rise of nano-influencers

Adapted from The Drum

Influencer marketing has shifted significantly in recent years. In the past, celebrity
endorsements – for example, David Beckham promoting Pepsi – were considered the most
powerful way for brands to advertise: Big names brought big attention. But today,
authenticity has taken centre stage: consumers value trust and relatability over fame and
glamour.

This shift has made room for nano-influencers (under 10,000 followers) and micro-
influencers (under 50,000). These creators typically post content that feels real and personal.
Rather than flawless, scripted posts, they share their real lives – messy kitchens, bad days,
and honest opinions. This raw, personal style builds deeper trust with their audiences and
often results in a higher engagement rate than with traditional celebrity campaigns.

According to a study by the data analytics company Nielsen, 92% of consumers trust
recommendations from individuals – even strangers – over official brand messaging.
Audiences want influencers they can relate to, not just admire. As a result, successful
influencers today build tight-knit communities, not just large fanbases.

For brands, this is both an opportunity and a challenge. It is no longer about whether to use
influencers, but how to use them effectively. Smaller influencers often deliver better results

32
because they connect personally with their audience and frequently promote products they
genuinely like. These endorsements feel more like friendly recommendations than perfectly
designed promotions.

A good example is skincare brand BYOMA, which gained popularity through positive word-
ofmouth on platforms such as TikTok and Instagram. They avoided celebrity deals and
focused on everyday creators giving honest reviews – even showing both positive and
negative experiences. This strategy made their promotions feel more natural and
trustworthy.

Interestingly, some brands choose to avoid influencers altogether. Skincare company The
Ordinary, known for its low prices and scientific image, has rejected celebrity marketing
entirely. In one campaign, the company boldly stated, “We don’t work with celebrities.”
Instead, it invests in educational content, transparency, and genuine community interaction.
This clear stance builds consumer trust in a crowded and competitive market.

What this shows is that there is no single formula for successful influencer marketing. Brands
must understand their audiences and select platforms and influencers that align with their
values. For instance, beauty brands may thrive with raw, engaging TikTok content, while B2B
companies could benefit from thought leaders on LinkedIn, often referred to as
“LinkedInfluencers.”

Matching values is critical: Partnerships must feel genuine, as audiences can easily detect
fake relationships between brands and influencers. Brands should work with influencers who
already love their products and involve them in campaign creation. Co-creating campaigns
and involving influencers in product testing or storytelling increases trustworthiness.

Importantly, not every brand needs influencers. Sometimes, focusing on product quality,
transparency, and community can be more powerful. The most important word in influencer
marketing today is authenticity: Real connections outperform flashy stunts or massive
follower counts.

A
According to the text, which of these statements are true (T) and which ones are false (F)?

1 Celebrity endorsements have become more important in recent years. F

2 Micro-influencers usually have fewer than 50,000 followers. T

3 People trust branded content more than personal recommendations. F

4 The Ordinary prefers to work with well-known celebrities. F

5 TikTok is a useful platform for beauty brands. T

6 There is one clear strategy that works for all influencer marketing. F
33
B
Find the matching words/phrases in the text for these definitions.
1. to regard someone/something with respect or warm approval:
Admire
2. The level of interaction (likes, comments, shares) an influencer receives on their content:
Engagement rate
3. The quality of being real, genuine, or true to one's identity or message:
Authenticity
4. Pre-written or rehearsed, often lacking spontaneity or real emotion:
Srciped
5. To change or move:
Shift/ shifted
6. Something that is open, clear, easy to understand, or comprehend:
Transparent/ transparency
7. In a confident and courageous way; showing a willingness to take risks:
Bodl
8. To succeed or grow: Thrive

Are there any other words in the text which you do not understand?

34
35
Unit 4: Finance

Vocabulary: Finance
Vocabulary: Describing Trends and Graphs
Grammar: Simple Past and Present Perfect
Reading: Silicon Six

36
Vocabulary: Finance
A
Match the words in the box to the definitions 1 to 6 below.
equity stake recession shares debt stock market forecast

1. ___________________ equal parts into which the capital or ownership of a

company is divided
2. ____________________ a period of time when business activity decreases
because the economy is doing badly
3. ____________________ money risked when a business owns part of another
company

4. ____________________ a place where company shares are bought and sold

5. ____________________ a description of what is likely to happen in the future

6. ____________________ money owed by one person or organisation to another

person or organisation

B
Match the sentence halves.
1 Profit margin is a) a part of a company's profits paid to the owners
of shares.
2 Investment is b) the difference between the price of a product or
service and the cost of producing it.
3 Bankruptcy is c) money which people or organisations put into a
business to make a profit.

37
4 A dividend is d) the amount of money a business obtains (in a
year) from customers by selling goods / services.
5 Pre-tax profits are e) when a person or organisation is unable to pay
their debts.
6 Annual turnover is f) the money a business makes before payment to
the government.

C
Complete this news report with the terms from Exercises A and B.
“And now the business news:
There was a further downturn in the economy this month, as the _____________________
in the United States and Asia-Pacific region continues. Yesterday was another day of heavy
trading on the _____________________, with big losses in share values. The
_____________________ for the near future is not good, as market confidence remains low.
Paradise Lane, the struggling luxury hotel group, is seeking new _____________________ to

38
avoid _____________________, following the announcement of disastrous interim results. It
currently has a _____________________ of nearly $5 billion. There are rumors of their rivals
GHN taking a large _____________________ in the troubled hotel group.
Phoenix Media announced a 15% increase in _____________________ on an
_____________________ of $4.5 million. Added to the strong performance in the last
quarter, this is likely to result in an increased _____________________ of over 14 cents per
share, well up on last year, which will certainly please shareholders*.
Following a rise in sales in the emerging markets, ….”

* people who own shares in a business.

Vocabulary: Describing trends and graphs

A
What kind of movements do the verbs describe? Match them to the symbols 1-11. You
need to use some symbols more than once.
decline gain drop increase rocket plummet double fall halve level off
triple recover decrease fluctuate improve peak rise jump

B
Numbers in English are sometimes written differently than in your native language. Check
out these examples:
1 million = 1,000,000 | Three hundred thousand = 300,000
½ = 0.5 (point, not comma!) | €24.95 | $27.8m | ¥1.7bn

C
Fill in the correct preposition (at, by, from, in, of, to).
Verbs
1. Sales have increased ________ 8m ________ 10m (8m –> 10m).
2. This means sales have risen ________ 2m (8m –> 10m).
3. Turnover has decreased steadily ________ 4m (5m –> 4m).
39
 4. Our debt stood ________ €280,000.
Nouns
5. Turnover saw an increase _________ 750,000.
6. We managed to reach a peak _________ 8.45m.
7. There was a slight rise _________ pre-tax profits.

Please note: There is a difference between “There was a dramatic fall in sales” and “Sales
fell dramatically”. If you are not sure about the use of adjectives and adverbs, please
check some online exercises to train the difference.

Grammar: Simple Past and Present Perfect

Simple Past and Present Perfect
The simple past and present perfect have very specific uses in English. Many non-native
speakers struggle to apply these tenses correctly; for example, the German language also
offers these two tenses, but uses them less strictly. While most English native speakers will
probably understand the desired meaning even when somebody says something in the
wrong tense, there are situations when it is necessary to be precise and use the right
grammar.
We use the simple past for actions at a particular point in the past (note the signal words!).
• Six years ago, Kasper Rorstedt became the CEO of Adidas.
• Facebook bought Instagram in 2012.
• Last year, the company suffered a dramatic drop in sales.

We use the present perfect for actions connecting the past and the present. This includes
actions which are technically finished but have a consequence for today.
• Google has developed a new tool to detect fake profiles on social media channels.
• I have worked in the finance department since 2021.
• “Have you already sent them the invoice?” – “No, I haven’t typed it yet.”

One of the main problems with applying this grammar is the strict difference in English
between these tenses. Many other languages are much more relaxed about the past tenses;
in German, for example, one can say, “I sat on the chair” or “I have sat on the chair”, with no
relevant difference between these two forms. In addition, Germans tend to use the Perfekt
(= present perfect) a lot nowadays; they prefer creating sentences with “haben” (have), even
when the Präteritum (= simple past) would be the correct choice. In German, this
interchanging of past tenses is possible.

In English, however, the right use of the past tenses helps native speakers understand
whether an action is finished or ongoing. This can be best explained with these two sample
sentences:
• Simple Past: I lived in London for 5 years – meaning that I no longer live in London

40
 • Present Perfect: I have lived in London for 5 years – meaning that I moved to
London 5 years ago and still live there

Do you understand the difference between the simple past and the present perfect? A
Which of these signal words below are usually used with the past simple? Which are used
with the present perfect?
in 2022 since 2023 before
yesterday ever yet
recently last year six months ago
just on my 16th birthday

B
The following text summarises the changes in market share for the taxi companies in
Newmarket during the last five years. Complete the text, using the past simple or present
perfect.

Newmarket taxi services by market share

Others, 10%
Singh's Taxi,
30%
Murray, 20%

Taxi Express,
40%

Market Share in 2020

Five years ago, the dominant company _______________________ (be) Taxi Express, who
had
40% of the market. Since then, their market share _______________________ (decrease).
Their dominant position was taken over by Singh’s Taxi, whose market share
_______________________ (rise) from 30% to 42% over the past five years.

The other major player is Murray’s Taxi, who in 2020 _______________________ (have) 20%
of the market. But up to now, they _______________________ (manage) to raise their share
to 25%. There is a number of other taxi companies whose market share
_______________________ (increase) from 10% to 15% over the same period.
41
Reading: Silicon Six

‘Silicon Six’ tech giants accused of avoiding tax payments

worth almost $100bn
Adapted from The Guardian

1.
The giant US tech firms known as the “Silicon Six” have been accused of “aggressively
avoiding” $100bn (£75bn) of global tax over the past decade. Meta, Google, Apple, Amazon,
Netflix and Microsoft have been called out in a report by tax transparency campaign group
Fair Tax Mark as avoiding paying tax by shifting revenue and profits through tax havens, and
for also delaying the payment of taxes they owe to the government. The report said they
paid $96bn less in tax between 2011 and 2020 than the taxation figures they cite in their
annual financial reports.
The report singles out Amazon, which is run by one of the world’s richest person, Jeff Bezos,
as the worst offender. The company collected $1.6tn of revenue, reported $60.5bn of profit
and paid $5.9bn in income taxes between 2011 and 2020. Amazon would have been
expected to pay $10.7bn in taxes on those profits based on international tax rates, the report
said. The tax paid as a percentage of profit, however, was just 9.8% over the period 2011-20,
the lowest of the so-called “Silicon Six”.
2.
Amazon said the report’s “suggestions are wrong” and that the company had “a 24%
effective tax rate on profits from 2011-2020”. Amazon said the company’s “profit margins are
low” and that “naturally results in a lower cash tax rate.” Fair Tax Mark said Amazon’s
accounting was so complicated there was “no way to determine” how much tax Amazon

42
should be paying or is paying in the UK, despite its filings to the US tax authorities showing it
made $14.5bn in revenue in the UK last year, and $75.8bn over the decade. Amazon’s two
UK subsidiaries – Amazon UK Services and Amazon Web Services UK - had combined tax bills
of only £83m over the decade, as most of the sales are booked via Luxembourg.
3.
Paul Monaghan, chief executive of Fair Tax Mark, said: “Our analysis of the long-run effective
tax rate of the so-called “Silicon Six” over the decade to date has found that there is a
significant difference between the cash taxes paid and both the headline rate of tax and,
more significantly, the reported current tax provisions. We conclude that the corporation tax
paid has been much lower than is commonly understood.”
Alex Cobham, chief executive of Tax Justice Network, said: “When multinational corporations
abuse their tax responsibilities to society, they weaken the supports that our economies
need to work well and create wealth. By ensuring multinational corporations pay their fair
share locally for the wealth created locally by people’s work – based on an agreed formula
and supplemented by a minimum effective tax rate – governments can strengthen their
economies to run smoothly and make a good life possible for everyone.”
4.
However, progress towards that goal was damaged last week when 12 small EU countries,
including Ireland, blocked a proposed new rule that would have forced multinationals to
reveal how much profit they make and how much tax they pay in each of the 28 member
states. In a statement, Amazon said: “Governments write the tax laws and Amazon is doing
the very thing they encourage companies to do – paying all taxes due while also investing
many billions in creating jobs and infrastructure. Coupled with low margins, this investment
will naturally result in a lower cash tax rate.”
5.
Meta (formerly Facebook), run by Mark Zuckerberg who has a personal fortune of $77bn,
has paid just $7.7bn in income taxes this decade, despite making profits of $75.5bn and
revenues of $173.1bn, according to the report. The tax paid as a percentage of profit was
just 10.2% over the period 2011-20, the lowest of the “Silicon Six”.
Meta said: “We take our tax obligations seriously and pay what we owe in every market we
operate. In 2020, we paid $3.8bn in corporation tax globally and our effective tax rate over
the last five years is more than 20%. Under current rules, we pay the vast majority of the tax
we owe in the US, as that is where the bulk of our functions, assets and risks are located.
Ultimately, these are decisions for governments, and we support any process which is
looking at new international tax rules for the digital economy.”
The report also detailed smaller than expected cash tax payments by Google, Netflix, Apple,
and Microsoft. However, the tech companies said they paid the correct amounts of tax and
disputed Fair Tax Mark’s figures.

A
Below are one-sentence summaries (A – E) of each paragraph (1 - 5) in the article above.
Match the summary to the correct paragraph.
43
 1_______ 2 _______ 3 _______ 4 _______ 5 _______

A. Tax transparency organisations warn of economic and social harm

B. The “Silicon Six” challenge the report findings
C. Tech giants accused of $100bn tax avoidance
D. Amazon disputes report but UK subsidiaries pay minimal tax
E. Transparency rules are blocked by some European countries

B
Find the matching words/phrases in the text for these definitions.
1. F______________________ = Possessing a large amount of money, goods,
property, etc.; another word for “wealth”.
2. _________ h____________ = A place with very low tax rates for foreign and non-
local investors, for example Luxembourg or the
Cayman Islands.
3. ______________________e = The total amount of money a company earns from
sales before costs are deducted.
4. ________ o_____________ = The responsibilities that people and companies have
when it comes to paying taxes.
5. ______________________e = A period of ten years.
6. ______________________t = The amount left from revenues after subtracting
costs, indicating how much money the company
actually keeps.

C
According to the text, which of these statements are true (T) and which ones are false (F)?
1. The Fair Tax Mark report accuses six major US tech companies of avoiding around $100
billion in taxes over the last decade.
2. Amazon is described in the report as the company with the highest effective tax rate
among the “Silicon Six.”
3. According to Amazon, their low profit margins contribute to a lower effective cash tax
rate.
4. Meta reportedly paid only 10.2% tax on its profits between 2011 and 2020.
5. Ireland was one of the EU countries supporting a new rule requiring multinationals to
disclose profits and taxes paid in each member state.

44
6. All six companies (Amazon, Meta, Google, Netflix, Apple, Microsoft) completely denied
paying any taxes at all.

45
Unit 12: Business Presentations

The International Perspective

Useful Phrases
Presentation Assignment

46
Business Presentations: The International Perspective
When presenting to international business partners, keep in mind that some members of
your audience might be non-native speakers of English, so their English level could be rather
low. Therefore, you need to make your presentation easy to follow and understandable.
Set an agenda
You should offer an agenda at an early stage of the presentation. However, keep the agenda
short; it is enough to mention the 3-4 main parts of the presentation. The advantage is that it
helps the audience to understand the structure of your presentation; non-native speakers
may find this situation more relaxing, as they know what to expect.
Work with pictures and visuals
Avoid having too much complicated text on the slides. If possible, organize your information
in a few points and use visuals to illustrate key points. Research shows that information
organized in points of three is easier to follow and remember. Furthermore, non-native
speakers often focus on reading the text on the slides and therefore do not listen to the
presenter, especially when the text is complicated.

Use action titles

These are titles that summarize an entire slide, especially when the slide contains a lot of
numbers or graphs/diagrams. You can easily signal the content of the slide by writing
“Turnover at €5m in 2026”. This will help your audience to quickly grasp the key ideas of your
slides. Furthermore, in a big meeting room or lecture hall, for people sitting in the back, it
might be easier to read the title than try to understand the graph.
Guide your audience
Have a clear introduction and then use standard phrases to let the audience know where you
are and where you are going. Verbally open and close each section of the presentation, and
create lists, such as “there are three reasons why you should make this investment.” The
more you signal to the audience where you are and where you are going, the easier it will be
for them to follow you. Also, don’t forget to introduce yourself (and your team members) to
the audience!

Dealing with nervousness

47
It is normal to feel nervous when presenting in a foreign language. Non-native speakers often
feel that their language skills might not be as strong as that of other presenters and that they
will be judged for any mistakes they make. Remember that most people are listening for your
content, not for your English skills. Even though correct grammar is desirable, business
people are interested in the message that you are presenting, not if you are using the
present perfect and simple past correctly. Ultimately, confidence plays the most important
role when presenting in English.
Some tips to increase your confidence in English:
Don’t rely too much on the clicker: When giving a presentation, put the laptop
where you can see it. This way, you do not need to turn around to "see" what slide is
shown at that moment. Whether you use a clicker or change slides using the
keyboard, make sure not to turn your back to the audience – not only are you losing the
connection to your audience, but this is also very rude behaviour in many Asian countries.
When using a clicker, students also tend to “rush” through the slides. It is ok to take your
time and breathe in-between; this also gives the audience time to understand and
contemplate your information.
Practice, Practice, Practice: If you are well-prepared, your confidence will increase
enormously. It is highly recommended that you practice your presentation with your
team members, not just alone in front of the mirror; watch each other present and give
feedback on body language, eye contact, voice, and speed. However, you want your
presentation to be natural. When presenters are nervous about their English, they have the
tendency to over-practice, to learn every word that they want to say by heart. Therefore, it is
important to practice but NOT to practice so much that you sound like a robot.

Taking cultural differences into consideration

Different cultures also have at times very diverse ideas about what a “good” presentation or
professional presentation behaviour is. What you know or have learned might suddenly be
considered “weird” or even rude in another culture. For example, German presentations
normally include a thorough and comprehensive background of all the facts available. All
information is presented in an orderly, logical manner and summarised at the end. Questions
are always asked at the end (it is considered impolite to interrupt a presenter in Germany);
feedback by the audience is often centred on the data sources and how conclusions were
reached. This approach to presenting can work well in Germany and some other European
countries, but you may want to consider varying your approach based on who you are
presenting to.
If the audience consists mostly of US-Americans, then you should try to a build a strong
rapport with the audience, for example through jokes and storytelling. Presenters from the
US also aim to put their message across persuasively and positively – there are no problems,
only solutions. If you are presenting to US-Americans, you might want to focus on the future
(“What could be achieved?”) rather than on past problems, and don’t be afraid to give your
own opinions and recommendations upfront.
British people, however, love understatement. Their ideal speaker is entertaining and funny
but does not take himself too seriously. Brits usually have a dislike for presentations which
48
are too “pompous”; they want the presentation to be enjoyable, but also realistic. Therefore,
British people expect your presentation to be fast-paced, interesting and interactive.
In China, it is common to use slides which are packed with information and visuals. The
colours are much more vibrant than e.g. in Germany, as white is often associated with death
(and therefore avoided). Chinese presenters have a tendency to design more slides than
Europeans would do; 100 slides for a 30-minute presentation is not unusual. On the other
hand, the body language is more subdued than in the US or Europe; pointing with the finger
is considered rude in China. It is also common to ask for feedback from the audience during
the presentation, not just at the end.
International audiences can also vary according to how they behave during your
presentation. In some cultures, such as Argentina or France, audience members may start
talking to each other during a presentation or interrupt the presenter to ask questions. In
China, people in the audience might answer their mobile phone during a presentation, often
without even leaving the room. In Japan, it is common to show concentration and
attentiveness by nodding the head up and down slightly – and even closing the eyes
occasionally. This doesn’t mean that you are putting your audience to sleep; on the other
hand, it also does not mean that the audience is agreeing with everything you say just
because they are nodding.
The best way to prepare for an international presentation is to keep an open mind about the
different expectations in a specific culture. However, there is no need to change your
presentation so radically that you feel uncomfortable – always be yourself and show your
own personality. But you must demonstrate to your audience that you understand their
needs, expectations and cultural requirements by making the presentation relevant and
interesting for them.

Business Presentations: Useful phrases

Getting the audience’s attention Get the audience’s attention by (e.g.):

Keep your attention-getting - asking a question

49
introduction relevant to the central - stating an impressive fact
message of your presentation. For - telling a story
example, state an impressive fact that - demonstrating the product
clearly shows that there is a strong
need for your product in your target
market.

Creating a clear structure Outlining the presentation

We will begin by talking / presenting / explaining
Make sure that your content is well- / demonstrating …
planned and well-organized. Let us start by …
Throughout the presentation, tell the To start with, I will consider…
audience where they are, where they
have been and where they are going. First, I will go into detail about …
The clearer your structure is, the easier Secondly, …
it will be for the audience to follow After that, …
your presentation. This is especially Finally, …
important for non-native speakers of
English. Starting a topic
There are three things that are important to know
about X. The first is …

There are two advantages to X compared to

competing products. These are …

Ending a topic
So that was a summary of …
So that was an overview of …

Moving on
This leads me to my next point …
Let us now turn to …
Turning now to …
My next point is …
I will hand over to Jacob now who talks about …
Ending successfully I am summarising now the three main reasons
why our product could change the industry.
End with what you want your audience
to remember, for example the main Let me remind you of the main points why you
reasons they should make an should make this investment. These are …
investment.
To sum up, the main reason why this product will
be a success is ….
Business Presentations: Assignment

50
Pitching your product idea to investors
Your start-up company is presenting to a panel of international investors. You
want to convince these investors to take an equity stake in your company and
finance the launch of your product into a new international market.
The presentation
Choose an existing product or service which you would like to launch into a
specific country (but not Germany or Austria). It can be a B2C or B2B product
or service for any kind of industry, market and country. Make sure that it is still a fairly
unknown/niche item from a small company – Apple definitely does not need external
financial support to launch the new iPhone model. Be creative but stay realistic.
The presentation should not only introduce the product but also explain how you are going
to market it to make a profit. You also need to explain why you have chosen that country to
launch it – what makes it a good market for your idea? Create a convincing business plan
with good arguments for your product concept and business model (what makes it
innovative? Why launch it in this country?). Remember that the aim of the presentation is to
persuade investors to co-finance the launch.
In your presentation, take the following things into consideration:
• Offer details about your company – why are you the right entrepreneurs for this kind
of product and investment? Do you have other products, business experience, an
existing network?
• Describe your product – what will be the product’s design, features and customers’
benefits? Why is your idea worth an investment?
• What are the target group and target country? Why is there a need for this product?
What are the strengths and weaknesses of entering that market?
• What are the competing products in the market? Why makes your product better?
• What marketing media and methods will you use? Why do you think this strategy is
the right one for your target group and country?
• What is the current financial situation of the company? What is the pricing strategy
and why? What are the expected sales, turnover, debts, costs, etc.?
• What amount of money do you want from the investors? What for? What stake can
you offer them in return?
You should also keep in mind that you are presenting to an international audience, so make
the presentation appealing for a variety of cultures. How can you keep them interested in
your ideas and in you?
The presentation team is made up of 3-4 people. Each team member presents for approx. 67
minutes, so depending on group size, the presentation is about 20-25 minutes long. Please
make sure that you stay within your time limit.

Business Presentations: Assessment Sheet

Points

51
 Content 30
Individual part is suitably introduced. The contents and structure of

Unit 6: Globalisation
the individual section(s) are easy to follow. Features, benefits, and
risks of individual content are discussed in depth. Reasoning is
logical, clear, and convincing. Discussion fits to the product and
target country, including potential risks and benefits of product
idea. Convincing
Vocabulary: and persuasive argumentation. Strong, persuasive
Globalisation
ending, leaving a clear message.
Grammar: Modal Verbs
Business
StructureWriting:
and slidesReport Assignment
(team mark) 15

Organisation and structure of the presentation are comprehensible

and fitting. Structure and argumentation are connected and have a
consequential flow. Good time management throughout. Slides are
supportive of the presentation, well designed, without mistakes,
and in logical order.

Interaction / Rhetoric 20

Demonstrates appropriate body language and eye contact. Good

interaction with audience. Professional demeanour. Can confidently
answer audience questions and paraphrase individual parts. Voice is
clear and easy to understand. Good interaction with team
members.

Language: range and accuracy 20

Appropriate and good language level; easy to understand and

follow. Very good range of grammatical structures. Very good range
of task-related vocabulary. Standard phrases are used when
relevant. No major language mistakes.

Fluency 15

Speaks freely, without reading off, constantly referring to script, or

sounding overly rehearsed. Very good fluency and speed,
appropriate to language level and task. Very good intonation and
pronunciation.

Total number of points

52
53
Vocabulary: Globalisation
Globalisation is the process by which the world is becoming increasingly interconnected as a
result of a huge growth in trade and cultural exchange. Improved supply chains enable
products to be transported around the world rapidly. This has also been made possible by
political changes: Open borders, for example in the European Union, make it easier for
companies to trade, as there are no taxes or limitations on imports/exports. On the other
hand, there are markets which are protected – not only by borders, but sometimes by
governments who want to protect important industries in their country (e.g., agriculture or
the energy industry).
In the end, globalisation has resulted in increased international trade and easier movement
of capital, goods and services, but also in a greater dependence on the global economy and a
wider gap between the world's poorest countries and the richest.

A
The sentences below represent a variety of views on international markets. Complete the
sentences with the words in the box.
companies competition environment gap opportunities
poverty prices standards unemployment workers

International markets for labour, capital, goods and services …

1 provide opportunities for people to work or study abroad and improve their lives.
2 increase __________________ and improve the choice of goods and services.
3 create __________________ and lead to job losses in richer countries.
4 reduce __________________ and increase wealth everywhere.
5 exploit __________________ in poorer countries.
6 widen the __________________ between rich and poor nations.
7 mean lower costs and cheaper retail __________________ , which benefit consumers.
8 give large multinational __________________ and trading blocs too much power.
9 lead to damage to the natural __________________ , local cultures and industries.
10 promote higher __________________ of living, working conditions, technology,
education, etc.

Which of these sentences do you personally most agree with? Discuss your reasons in your
team.

54
B
Match the sentence halves to create globalisation statements.
1 We are trying to break into a) all regulations if you want the delivery to go
through without problems.
2 You should carry out b) the delivery date, let us know as soon as
possible.
3 If you would like to place c) insurance cover for the shipment.
4 If you can't meet d) a market survey before you make a major
investment.
5 They have quoted e) the Canadian market.
6 Let us know if you want us to arrange f) an order, please contact our office in Hanoi.
7 It is essential to comply with g) us a very good price for the new order.

C
Read the text about global trading and government influence. Then, match the expressions
from the text with the correct definitions.
In today’s global economy, countries adopt different approaches to international trade. Some
governments follow a laissez-faire policy, allowing markets to operate with little or no
interference. However, other countries take a more active role, especially when it comes to
protecting strategic industries, for example the automotive industry in Germany, which
accounts for almost 25% of all exports, or the defence industry in the USA, which is
considered essential for national security.
To support such industries, governments may subsidise local companies by providing them
with financial assistance to remain competitive. This is also a common tactic for developing
industries, which are not yet strong enough to survive without help – for example, electric
cars or renewable energy. On the other hand, countries sometimes protect local businesses
by introducing barriers to trade. These can take the form of tariffs – taxes on imported goods
– or quotas, which limit the number of goods that can enter a country. Other types of
restrictions might include complex regulations or product standards that foreign firms must
meet.
Since the 1970s, many governments have chosen to liberalise trade by reducing barriers and
promoting deregulation to allow more competition and efficiency in the market. Some areas
have even entered into collaborative agreements to dismantle economic bureaucracy, such
as by establishing trading blocs like the European Union. Many countries have established
free ports where goods can be imported, stored, and exported again without paying customs
duties. While these zones are meant to encourage international trade between companies,
retail customers also benefit – for example when shopping in duty-free shops at the airport.
While opening a country’s market can lead to economic growth, it may also result in job
losses or harm to small businesses. For example, a liberal market policy enables the
controversial practice of dumping, which means that a country exports goods at prices lower

55
than their cost of production, often to eliminate competition. While this may seem like a
good deal for consumers, it can seriously harm local businesses. Finding the right balance
between protection and openness is therefore a challenge for many governments in an
increasingly interconnected world.

Match the terms with their correct definitions.

1. Subsidise a. A limit on the quantity of goods that can be imported
2. Tariffs b. The act of reducing government rules and controls
3. Dumping c. To lower trade barriers to allow easier international trade
4. Deregulation d. Selling goods abroad at very low or unfair prices
5. Strategic industries e. To financially support companies to help them compete
6. Free port f. Taxes placed on imported goods
7. Quotas g. An area where goods are traded without paying customs
duties
8. Liberalise h. Sectors considered vital to a country's economy or security

56
Grammar: Modal verbs
Modal verbs
A modal verb is a type of auxiliary (helping) verb that is used to express ability, possibility,
permission, or rules. In this course, we are focusing on modal verbs used to express advice,
necessity, or obligation.

Should or shouldn’t is used when offering advice.

• Companies shouldn’t underestimate the effect globalisation has on customer
demands.
• I think we should find out more about the company before signing the contract.
We use must to talk about a necessity – something which needs to be done, but the speaker
can decide when and how it is done.
• The office is an absolute mess – I must clean it up before I go home!  I must call
the supplier before they get the shipment to customs.
However, when something is not urgent or necessary, we use the modal verb don’t have to.
• Friday is our optional home office day, so employees don’t have to come to the
office for work.
• You don’t have to wait for your order; you can collect it immediately.
When discussing an obligation, have to is used. This means that the obligation comes from
another person or institution, not the speaker; something is “the law”.
• We have to fill in the customs form for South Korea, or the cargo will not be loaded
onto the plane.
• You have to get a visa to enter the USA.
On the other hand, mustn’t is used when we want to express that something is forbidden or
not allowed.
• You mustn’t smoke anywhere in the hospital.
• We mustn’t rush into a new partnership too quickly – remember what happened
last time?

A
Choose the most appropriate modal verb. Are there sentences where both verbs are
possible?
1) If we want to finish the project by Friday, we must / should work overtime today.
2) As a German citizen, you mustn't / don't have to get a visa when travelling in the EU.
3) It is necessary for all staff that they should / must read the health and safety notices.
4) Staff doesn’t have to / mustn't disclose information on the project unless authorised.
5) I think you should / must encourage the team to develop intercultural skills.
6) Julia doesn't have to / shouldn't work so hard - she is looking very tired.
7) You mustn't / don't have to pay immediately. We can offer you credit.

57
Business Writing: Report Assignment
Your management at Terve is considering taking an equity stake in the Portuguese company
Saudável, which also produces vegetarian foods; this cooperation could help to expand your
market in Southern Europe.
Saudável offers a 25% stake in their company for €3 million. The CEO of Terve has asked you
to look at Saudável’s figures below, describing the financial situation of the company in the
past as well as discussing possible future developments.

Write a report that includes:

• A description of the financial situation of Saudável
• A discussion of the pros and cons of an investment into Saudável (without just
copying the information above!)
• A definite recommendation on the investment and the next steps to be taken
Guidelines
• The report must be between 225-250 words (+/- 5%)
• Make sure to use trend vocabulary and the correct tenses.
• Use headlines, standard phrases, formal language, and linking words.
• Please upload the report as a word or open office document (titled “Report family
name”) to the correct folder in Ilias – is this your marked or unmarked assignment?
Make sure to keep the deadline in mind.

58
Business Writing: Report Assessment Sheet
Points
Content 10

Stays within the word count. Clearly states the aim of the report.
Develops an in-depth financial analysis of the company situation.
Includes numbers and trends in the discussion. Offers benefits and
risks of investment. Gives a clear recommendation, stating the best
outcome for Terve. Provides next steps to be taken.

Structure, style and phrases 7

Uses headings. Uses paragraphs. Uses (correct) linking words,

including comma setting. Uses standard phrase for the introduction.
Uses standard phrase for the findings section. Uses standard phrase
for the recommendation. Capitalisation, punctuation, etc. are
correctly applied.

Language: range and accuracy 8

Uses professional language. Offers range of sentence structures.

Applies a range of different grammatical tenses. Uses vocabulary
covered in the course. Accuracy in spelling and word use. No major
language mistakes.

Total number of points

59
60
Unit 7: Competition

Vocabulary: Competition
Vocabulary: Leadership
Grammar: Passives

61
Vocabulary: Competition
A
There are many idioms from sport used in business, particularly when talking about
competition. Complete the idioms below with the nouns in the box. Which sports do you
think they come from?
ball field game goalposts horse
neck player race ropes seat
1 a level playing _________________ 6 move the _________________
7 keep your eye on the
2 in the driving _________________
_______________
3 to be neck and _________________ 8 ahead of the _________________
4 flogging a dead _________________ 9 a one-horse _________________
5 a major _________________ 10 on the _________________

B
Which of the idioms in exercise A refer to:
a) a situation of fair competition? f) staying focused?

b) being in front of the competition? g) a change in the rules?

c) being at the same level as the competition? h) being in control?
d) being the only competitor? i) being in a very bad situation?
e) wasting your time on a hopeless j) an important company or person with
situation? a lot of power or influence?
C
Complete the extracts with the most suitable idioms from exercise A.
1. It is not a level playing field any more. As a small, family-owned company, it is very
difficult for us to compete with the big multinationals in terms of price.
2. They are so far ahead of their competitors in terms of new products that it has
become _______________________________. It will be years before their rivals
catch up with them.
62
3. There is no point continuing with the project. We are
_____________________________. We need to look elsewhere if we are to fight off
the competition.
4. With our market dominance in Asia, we are in an extremely powerful position. We are
really _______________________________.
5. We have exactly the same market share as our nearest rival. According to research,
we are also ____________________________in terms of sales so far this year as well.
6. Although the market has expanded, there are still really
only two
_______________________________. They will fight it out for market dominance.
Vocabulary: Leadership
When dealing with fierce competition, it is vital to have people in the team who are able to
assess the situation quickly and can lead others. The following exercises are designed to
provide some vocabulary dealing with leadership qualities and characteristics of a good (or
bad) leader.

A
In your team, discuss the following questions.
1. What makes a great leader? Discuss a list of characteristics.
2. Are there differences between men and women as leaders?
3. Do you think great leaders are born or made?

B
The following adjectives describe positive or negative qualities a leader can have. Match
the adjectives in the box to make pairs of contrasting ideas.
Example: assertive/diffident
cautious casual idealistic assertive encouraging
diffident formal critical decisive realistic

C
63
Do the same with the adjectives in this box.
dynamic radical ruthless distant
conservative approachable principled laid-back

Are there some qualities you find especially important in the business world? Which ones
and why?

D
Complete the sentences with suitable adjectives from exercises B and C. For sentences 1-4,
use exercise B; for sentences 5-8, use exercise C.
1 She doesn't like to rush into things. She is careful and _____________________.
2 He is very good at pointing out problems with people and systems in the company. He is
often _____________________, but this helps make improvements.
3 He is a serious, _____________________ person, both in the way he dresses and in his
dealings with people. Everyone knows he is the boss.
4 She has a very clear vision for the long-term future of the company, but many people
think she is too _____________________.
5 He is a very _____________________ man. He fired anyone who got in his way.
6 Our boss is friendly and _____________________. She is very easy to talk to. 7 He is very
_____________________. He doesn't like to try anything new now he is running the
company.
8 She is very _____________________. She would never approve any policies that were
remotely unethical.

64
Grammar: Passives
Passives
We use a passive structure when we don’t know or are not interested in who carries out an
action. The passive is formed by the verb to be + the past participle (the “third form” of a
verb).
• A new low-calorie drink has been developed since January.
• The new product is going to be launched next quarter.  The company was
founded in 1996.
If you want to mention who performs the action, we can also use a phrase beginning with by.
• Starbucks was founded by Howard Schultz.
• The prototype is currently being checked by the design team.

A
Some of the sentences below are not grammatically correct. Put a cross next to the
sentences you think are wrong. How would you rewrite them to make them correct?
1 Since 2021, all their products have been made in India.
2 The CEO of the company was been born in 1971.
3 Our latest designs are aimed at fashion-conscious millennials.
4 The results were published in a business magazine last week.
5 Unfortunately, our turnover is going to be fallen in summer.

65
 6 We are glad to confirm that your company is going to visited by
members of our buying department.

B
Complete each sentence with a passive form of the verbs in the box.
create test award invent acknowledge make modify
are created
1 New product designs _________________________ all the time.
2 All new medicines must eventually _________________________ on humans.
3 Last year, the special prize _________________________ to two young entrepreneurs.
4 The new clothing line will __________________________ from a fibre that reflects light.
5 The light bulb _______________________________ by Edison in 1879.
6 The design ___________________ already __________________ twice because of poor
test results.
7 In my opinion, originality and imagination should _____________________ more highly
than just hard work.

66
Unit 10: Intercultural Competence

Intercultural Competence
Reading: Cultural Behaviour in Business
Business Writing: Culture Brief Assignment

67
Introduction: Intercultural Competence
Culture influences what we do, say, think, and believe. In the context of international
business, it affects how people approach, perceive and judge their interactions, may it be
virtual or in person. When dealing with international partners, you need to take cultural
differences into consideration to avoid putting yourself or your business partners in
embarrassing situations.

A
In your team, discuss what “culture” actually is. Choose the four factors you think are most
important in creating a culture. Make sure to be able to discuss your reasons in class
afterwards.
climate historical events language architecture
religion social customs and traditions cuisine arts
geography ceremonies and festivals behaviour and attitudes
B
In class, discuss how important these things are when doing business in your home
country. Are they a) important, b) not important , c) better avoided?
exchanging business cards shaking hands
bowing kissing
being very formal punctuality
using humour keeping eye contact when talking
socialising with contacts small talk before meetings
accepting interruption giving presents
being direct (saying exactly what you think) using first names with business partners
decisions are only made by the manager walking into a room in a specific order

Reading: Intercultural Competence

A
Before reading the article on the next pages, try to match the terms to the definitions.
1 stark a) subtle differences in meaning
2 to be conceived as b) to be useful to someone in the future
3 to break the ice c) arrogant and self-important
4 nuances d) extreme and obvious, often used with “contrast”

68
5 to stand someone in good stead e) to be thought of as
6 pompous f) boring, uninteresting or ordinary
7 to pigeonhole someone g) to label someone and put them in a restrictive
category
8 mundane h) to do something that helps relieve the tension
and get the conversation going, especially when
meeting for the first time
Cultural Behaviour in Business
Much of today’s business is conducted across international borders, and while the majority
of the global business community might share the use of English as a common language, the
nuances and expectations of business communication might differ greatly from culture to
culture. A lack of understanding of the cultural norms and practices of our business
acquaintances can result in unfair judgements, misunderstandings and breakdowns in
communication. Here are three basic areas of differences in the business etiquette around
the world that could help stand you in good stead when you next find yourself working with
someone from a different culture.
Addressing someone
When discussing this topic in a training course, a German and a British manager got into a
hot debate about whether it was appropriate for someone with a doctorate to use the
corresponding title on their business card. The British manager said that anyone who wasn’t
a medical doctor but expected to be addressed as ‘Dr’ was really pompous and full of
themselves. The German manager, however, argued that the hard work and years of
education put into earning a PhD (regardless of the subject) should give a person the right to
be addressed as ‘Dr’.
This stark difference in opinion over something that could be conceived as minor and thus
easily overlooked goes to show that we often attach meaning to even the most mundane
practices. When things that we are used to are done differently, it could spark the strongest
reactions in us. While many Continental Europeans and Latin Americans prefer to be
addressed with a title, for example Mr or Ms and their surname when meeting someone in a
business context for the first time, Americans, and increasingly the British, now tend to
prefer using their first names. The best thing to do is to listen and observe how your
conversation partner addresses you and, if you are still unsure, do not be afraid to ask them
how they would like to be addressed.
Smiling
A famous Russian proverb states that ‘a smile without reason is a sign of idiocy’; smiling in
business situations can be seen as dishonest and is often regarded with suspicion in Russia.
Yet in countries such as the United States, Australia and Britain, smiling is often interpreted
as a sign of openness, friendship and respect, and is frequently used to break the ice.
In a piece of research done on smiles across cultures, the researchers found that smiling
individuals were considered more intelligent than non-smiling people in countries such as
Germany, Switzerland, China and Malaysia. However, in countries such as Russia, Japan,

69
South Korea and Iran, pictures of smiling faces were rated as less intelligent than the non-
smiling ones. Meanwhile, in countries like India, Argentina and the Maldives, smiling was
associated with dishonesty.

Eye contact
An American or British person might be looking their customer in the eye to show that they
are paying full attention to what is being said, but if that client is from Japan or Korea, they
might find the direct eye contact awkward or even disrespectful. In parts of South America
and Africa, prolonged eye contact could also be seen as challenging authority. In the Middle
East, eye contact across genders is considered inappropriate, although eye contact within a
gender could signify honesty and truthfulness.
Having an increased awareness of the possible differences in expectations and behaviour can
help us avoid cases of miscommunication, but it is important that we also remember that
cultural stereotypes can be damaging to building good business relationships. Although
national cultures could play a part in shaping the way we behave and think, we are also
largely influenced by the region we come from, the communities we associate with, our age
and gender, our company culture and our individual experiences of the world. The
knowledge of the potential differences should therefore be something we keep at the back
of our minds, rather than something that we use to pigeonhole the individuals of an entire
nation.
from The British Council

B
Choose the correct answer.
1. The British manager felt that people who want to be addressed as ‘Dr.’ must be .... a)
hard-working.
b) arrogant and self-important.
c) doing a medical degree.
d) from Germany.

2. If you are not sure how to address someone, you should ....
a) use the title you see on their business card.
b) make your decision based on cultural stereotypes about their country.
c) address them the way you would like to be addressed.
d) ask them what they would like you to call them.

3. There might be a misunderstanding if an American smiles at a Russian business partner

because the Russian might think that the American is .... a) being fake.
b) challenging their authority.
c) trying to break the ice.
d) disrespectful.

70
4. The Japanese, South Koreans and Iranians might interpret a smiling face as being .... a)
friendlier.
b) less open.
c) not as intelligent.
d) dishonest.
5. Americans and British people sometimes use eye contact to show that they .... a)
like the speaker.
b) are really listening to what is being said.
c) are honest and truthful.
d) are attending to every need of the speaker.

6. The last paragraph warns the reader not to ....

a) engage in international business.
b) let national cultures shape the way we behave and think.
c) let miscommunication damage our business relationships.
d) overgeneralise using our knowledge of cultural stereotypes.

C
Are these statements true (T) or false (F)?
1. When doing business internationally, there is a possibility that we might misinterpret
what each other is saying even though we are speaking the same language. _____
2. To the German manager, having a PhD is equivalent to being a medical doctor. _____
3. Sometimes the smallest things can trigger a huge emotional response in us, especially
when they are things we are not used to. _____
4. In the research done regarding the perceptions of smiles, people from different countries
were asked to rate photos of smiling faces and non-smiling faces. _____
5. Making eye contact can be interpreted in different ways in different cultures but it is
almost always a positive thing. _____
6. The writer recommends focusing on any cultural differences and problems when doing
business with people from different cultures. _____

71
Business Writing: Culture Brief Assignment
The management at your company Terve has realised that to enter new markets and
successfully expand internationally, they need to make their employees more aware of
intercultural differences. Therefore, Terve plans to design some short intercultural training
handouts, dealing with some specific countries. These handouts should help you and your
colleagues to successfully do business in a specific country; therefore, the emphasis is on
how business presentations, meetings, and small talk are done in that country.

You and your team members are asked to pick one country from the list below and create a
one-page easy-to-read handout that can be given to your colleagues. For each of the three
aspects above, you should provide a range of points which are important to know when
doing business in that country. Imagine you are presenting or having a meeting in this
country – what would you need to know to avoid embarrassing situations?

For example, when you do a presentation targeted at a German audience …

• ... your presentation style should be very factual, as Germans base decisions on
information and are rather put off by emotional displays.
• ... the presentation should be well-timed in order to serve the German need for
punctuality and organisation.
• ... questions are always asked at the end of the presentation, as it is considered rude
in Germany to interrupt the presenter.

In business meetings, it might be interesting to see if there is an agenda, who is going to

make the final decisions, how respect is shown, and whether everybody is allowed to speak
freely. In small talk, interesting subjects could be talks that are considered popular or taboo;
it might also be of importance who is greeted first and what amount of time is considered

72
'normal' for small talk. Feel free to add your own ideas to these points. Exercise B on pg. 75
might also give you an idea as to what could be important for your country.

List of countries:
Norway New Zealand Brazil India
South Africa Switzerland Vietnam Canada
South Korea Chile Poland Belgium
United Arab Emirates Portugal Japan Rwanda

Do some research online or in books; to give your document a professional style, you need to
cite all sources you have consulted (on the second page). Please write whole sentences, not
just bullet points.
There is not word limitation for this assignment, but your text has to fit on one page. Don’t
forget to mention the members of your team in the document. Upload the culture brief as a
word document named “Culture Brief country” to Ilias.
Business Writing: Culture Brief Assessment Sheet
Points

Business Presentations 25

Have found at least five aspects of cultural diversity in terms of

international business presentations and explain why it is
important for the specific country - e.g. dealing with questions,
keeping or showing attention, dealing with interruptions,
structure of slides, time management, stating views, etc.
Business Meetings 25

Have found at least five aspects of cultural diversity in terms of

international business meetings and explain why it is important
for the specific country – e.g. hierarchy levels, showing respect,
putting off decisions, accepting silence, seeking consensus,
dealing with conflict, expressing disagreement, following the
agenda, etc.
Small Talk and Socialising 25

Have found at least five aspects of cultural diversity in terms of

international small talk and socializing and explain why it is
important for the specific country – e.g. offering drinks,
establishing rapport, dress code, showing interest, being proud
of one’s country, saying yes/no clearly, eye contact, taboo
topics, etc.
Language: range and accuracy 10

73
Flowing text, with a range of sentence structures. Good range
of different grammatical tenses and professional vocabulary.
Accuracy in spelling and word use. No major language mistakes.

Style 5

Appropriate style, with an easy-to-read layout. Sources are

provided. Capitalisation, punctuation, etc. are correctly applied.

Total number of points

74
Unit 9: Human Resources

Vocabulary: Human Resources

Reading: Managing People

75
Vocabulary: Human Resources
A
In your team, discuss the different factors below: How important are they in getting a job?
Which of these things do companies look for? Choose the five most important factors for
getting a job.
appearance hobbies/interests experience personality

intelligence marital status contacts/connections qualifications

references blood group age/gender astrological sign

handwriting health status family background education

Do you think there are factors missing? Are there things you find unusual?

B
Complete the text with the words from the box.
curriculum vitae (CV)/resume application form
probationary period psychometric test
interview cover letter

These days, many applicants submit their _______________________ speculatively to

companies they would like to work for. In other words, they do not apply for an advertised
job but hope the employer will be interested enough to keep their CV on file and contact
76
them when they have a vacancy. When replying to an advertisement, candidates often fill in
a(n) _______________________ and write a(n) _______________________. The employer
will then invite the best candidates to attend a(n) _______________________. Sometimes
candidates will take a(n) _______________________ before the interview to assess their
mental ability and reasoning skills. These days, it is normal for successful candidates to have
to work a(n) _______________________ in a company. This is usually three or six months;
after that, they are offered a permanent post.

C
Match the verbs (1-6) with the nouns (a-f) to make word partnerships.
1 to train a) a vacancy/post
2 to shortlist b) an interview panel
3 to advertise c) the candidates
4 to assemble d) references
5 to make e) new staff
6 to check f) a job offer

Now decide on a possible order for the events above from the employer's point of view.

D
Look at the different types of people. Can you match the description with the right
adjective from the box?
This type of person:
1 is able to come up with ideas 6 has lots of energy and often gets excited
2 is respected and listened to by others 7 is concerned with details and getting things
right even if it takes time
3 is able to see different points of view 8 likes to assess and evaluate 4 can see how to
put ideas into action 9 is able to change with new situations
5 is determined to succeed in their career 10 is someone you can trust and depend on.
a) enthusiastic b) adaptable c) authoritative d) reliable e) practical
f) creative g) analytical h) objective i) methodical j) ambitious

77
Reading: Managing People
A
Before reading the article below, try to match the phrases to the definitions.
1 to learn the ropes a) to tell or warn someone that something is going
to happen
2 to give someone a heads-up b) to have a more complete perspective on a
situation
3 to touch base with someone c) to change the targets or the rules of a situation
unfairly
4 to feel stretched d) to feel as if people are making difficult demands
of you that push you past what you are
comfortable doing
5 to feel pulled in both directions e) to learn the basics of how to perform a job or task
6 to have a smooth-sailing experience f) to make brief contact with someone
7 to move the goalposts g) to be in a situation where you feel loyalty to two
opposing groups of people
8 to see the big picture h) to be able to progress without much difficulty

Managing People
From: Imani Olowe
To: Pedro Hernández
Date: 16 November
Subject: Support for Judy

78
Hello Pedro,
I received a call from Judy a couple of days ago to discuss some of the issues that she was
having, and I thought I would give you a heads-up on what was said, seeing that you are
Judy’s project team leader.

Judy really enjoys working with you and the team and finds the project very interesting, but I
think she is feeling a bit lost and struggling to see the big picture. It seems that she has been
given a fair amount of autonomy to carry out the tasks that you have given her, and of course
this level of delegation is not uncommon in your branch. But I believe in her Tokyo office, she
is used to a bit more managerial direction and guidance and so is finding this international
project quite daunting.

When I asked her about meeting her deadlines, she mentioned that due to the recent
changes to the project timeline, her goalposts have been moved, and she doesn’t seem to
really understand why this has happened. Bearing in mind that she is also facing
simultaneous deadlines from her department in Tokyo, we can presume that she might be
feeling a bit stretched.

Looking ahead, I was wondering if we could make it easier for Judy by offering her more
direction when setting her tasks, at least until she learns the ropes and gets used to working
unsupervised. I think she would also appreciate you giving her a clearer idea on how her role
in the team fits into the overview of things. Do you think you could maybe outline the group
and individual targets at your next team meeting and that way, everyone not only gets a
reminder of the end goal, but each team member, including Judy, might have a more holistic
view of the whole project?

I was also thinking it might help to touch base with her every so often to make sure that she
is up to date with any changes to the overall plan of attack. In the meantime, I am going to
write to her manager in the Tokyo office and see how aware they are of the deadlines you
have given her, and if they could in some way review her responsibilities and co-ordinate her
tasks so that she doesn’t constantly feel pulled in both directions.

Judy is an extremely conscientious worker and is eager to contribute positively to the team.
Personally, I think she is someone with high potential and will be an asset to our
international projects if properly mentored. I am keen to know your thoughts on the matter
and am open to any suggestions on how we could better support Judy so that she has a
more smooth-sailing experience on the team.

Best regards,
Imani Olowe
Head of Department International Projects
Adapted from The British Council

79
B
Choose the correct answer.
1. Why is Imani writing to Pedro?
a) To suggest that his management style is not suitable for the current members of his team
b) To let him know about the issues his team member is facing and help him manage them
c) To tell him how to solve his problems
d) To ask him to take it easy on Judy and not give her too much work

2. What is Judy not used to?

a) Being told what to do
b) Collaborating with people internationally
c) Being left to do things on her own
d) Delegating work to other people
3. Why is Judy confused by the changing targets?
a) She feels as if she needs to understand the reason for changes.
b) She has simultaneous deadlines from the Tokyo office.
c) She doesn’t want to know the bigger picture, just her part.
d) She doesn’t like meeting deadlines.

4. Who might benefit from having a better overview of the project and a better
understanding of how the individual tasks fit together to achieve the group target? a)
Only Judy.
b) Judy and the Tokyo office.
c) Judy and Pedro.
d) Judy and the rest of Pedro’s team.

5. What does Imani think of Judy?

a) Judy works well independently but isn’t a good team player.
b) Judy is lazy and prefers managers to tell her exactly what to do.
c) Judy is very hard-working and capable and will go far in the company.
d) Judy is very enthusiastic but not very experienced.

6. Which of these does Imani do in her email?

a) Mix positives in with the negatives
b) Focus on the solutions
c) Use language to show that she’s expressing her own opinion or a possibility and not hard
facts
d) All of the above

C
Match the problems (a-d) with the solutions (1-4) that Imani suggests.
80
Problems
a. Judy is feeling stretched with multiple deadlines.
b. Judy can’t see the big picture.
c. Judy is not used to so much autonomy.
d. Judy finds the changing targets and deadlines confusing.
Solutions
1. Pedro could outline the team and individual targets during the next week. ____
2. Pedro could give her more direction until she learns the ropes. ____
3. Pedro could touch base with her regularly and make sure she is up to date with the
changes. ____
4. Imani could write to Judy’s Tokyo office to make them aware of her deadlines and
coordinate her tasks. ____

81
Unit 10: Business Writing

Email Basics
Useful Phrases
Business Writing: Email Assignment

82
Business Writing:
Emails
As with reports, your professional emails should be well-structured, precise, and formal. You
need to make sure to apply all the rules of English email writing (How do you address a new
business partner? How do you arrange a meeting by email? What about a complaint?), but
at the same time keep the email easy to read, especially for people with low English skills.
The following tips will hopefully help you to design an appropriate text for a supervisor,
colleague, or business partner.

Salutations and closings

There are different ways of starting and ending an email, depending on whether you know
the name of the person you are writing to. For example, when writing to a generic company
email address (e.g., [email protected]), the expression “Dear Sirs” is usually used.
Do you understand the differences between the other possibilities below?
Dear Sirs Dear Mr/Ms† Jones Hello Nick / Hi Yuna
When you address a company, When you know the name of When you are on a first
e.g. writing to [email protected] the person you are writing name basis; native
Dear HR Manager* to, e.g. speakers do this quickly,
[email protected] but that does not mean
When you address a position, the same as “Du” in
[email protected]
e.g. writing to German!
[email protected]

Yours faithfully Yours sincerely / Sincerely / Kind regards / Regards

(after several emails also:
Kind regards / Best regards
Cheers or Take care)

Formal Neutral professional Informal

Why do we say “Dear Mr McGregor” but not “Dear John” in a business email?

*
It is recommended to find out the name of the respective manager upfront; using “Dear XY Manager” should be the
exception and not the rule when applying for a job.

83
†
Titles in English: Remember that all women are addressed as Ms (“Miz”) and not Mrs in professional situations. A medical
doctor/a PhD is addressed as Dear Dr Smith. A professor is simply addressed as Dear Professor Smith.

Punctuation
Another important aspect in English email or letter writing is the punctuation. This is very
different from e.g. the German writing style. Can you spot the differences between your
native language and British English/American English?
Br Am
English – open punctuation (= no full English
stops and commas in salutations/closings)
Dear Mr Jones Dear Mr. Jones,
Regarding your email …. Regarding your email …

Kind regards Kind regards,

Malcolm Fisher Malcolm Fisher

Date format
To make sure that you are able to set up
delivery dates or meetings with your
business partners, keep in mind that the
date format varies wildly in different
cultures – even in English-speaking ones!
For example, the format 06.10.2025 is read
as dd/mm/yyyy in BrEnglish and
mm/dd/yyyy in
Am
English, so it can lead
to misunderstanding. Therefore, it
is recommended to write the date in full.
Br Am
English English
…..on 6 October 2025. … on October 6, 2025.

Time format
Finally, the 24-hour format can also cause confusion for many cultures. Germans tend to
arrange meetings at “15.30” (instead of 3.30 pm) or go to a movie which starts at “21:00”.
This format is rather unusual for a lot of other countries and can therefore be tricky to
understand.
When discussing times in an email, it is therefore better to stick to the 12-hour system and
add am or pm to clarify whether you talk about the morning or evening (Her flight leaves at
6:30 am (in the morning) or Her flight leaves at 6:30 pm (in the evening)). When talking
about 12 o'clock, you can either refer to noon or midnight.

84
Business Writing:

Useful Phrases for Emails

Opening 18 March … Unfortunately, the goods
I am writing to inform you that … were ...
With reference to your email of … There seems to be an error in ...
Further to our telephone conversation, … Please replace the items by 21 May. I
hope that you will deal with this
Thank you for your email of 1 April …
promptly.
*Just a short email to … *I hope you
are wellBr /doing wellAm.
Good news
We are delighted to let you know that …
We are pleased to inform you that … *I
am happy to tell you that ... Apologies
Bad news Please accept our sincere apologies for ...
Please accept my apologies for the late
We regret to inform you that …
delivery of ...
I am sorry to inform you … We apologiseBr /apologizeAm for not being
Unfortunately we are not able to … able to deliver on time.
*I am so sorry to let you know … Saying ‘Thank you’
Confirmation Thank you for sending me … Thank
We are delighted to confirm the following you for your trouble.
… Thank you for your support.
We would like to confirm your booking of Arrangements
6 December … Does Monday, 8 December 2025 at 4 p.m.
I am pleased to confirm the arrangements suit you?
as follows: … Please let me know if Monday, 5 May suits
Requests/ enquiries you / would be convenient for you. I would
Could you please send me … be able to manage the meeting on
I would be grateful if you could attach … Monday.
I am sorry but I cannot make it next
I would appreciate it if you could send …
Monday. I was wondering if we could ...
Would you mind sending me … *Can you make next Monday? – Sorry, I
Offers and quotes can’t make it.
We are able to quote you a price of … per Attachments
unit. Please find attached my report. I am
We can offer you a discount of … percent. sending you a copy of the invoice as an
Please find our proposal attached. attachment.
*I have attached ...
Complaints
*Here is the document that you wanted.
I am writing to complain about … I am
writing in connection with my order of Final comments
I look forwardBr to your reply.

85
I look forward to hearing from you
soon /… to meeting you next week /…to
seeing you again / … to receiving your
reply I am lookingAm forward to hearing
from you /…to seeing you again. Thank
you in advance for your help. If you have
any further questions, please do not
hesitate to contact us.
*See you next week then.
*Let me know if you need anything else.

* For less formal emails

86
Business Writing:
Email Assignment
Imagine you are almost at the end of your study programme. You are now interested in a
new job and have filled out an application form on the internet. You received the email
below from the human resources department.
From: Juliana Coates To: your name
Subject: Your application Date: 10 November 2025

Dear Mr/ Ms (your name)

As you know, our company is currently looking for talented, dynamic and motivated individuals to
become part of our creative team. After assessing your application form, we are pleased to inform
you that we are considering you for a position in the finance department. We would therefore like
you to come to our offices on Friday, 14 November 2025 at 2 pm for an interview.
As we would like to get a first impression of you before the actual interview, please answer two of
the following questions in your reply:
1. In what way is your education and/or work experience helpful for this job?
2. What are your best personal qualities and why are they important for this job?
3. You have been assigned as team leader for a new project. What are your first steps to
create a productive team atmosphere and assign tasks?
4. Give an example of an important goal which you set in the past and how you successfully
reached it.
5. Describe an argument you had with a friend or colleague and how you solved the issue.
I would also kindly ask you to send me an updated CV.
If you cannot make it on the above date, please let me know of another date and time that would
be possible for you.
I look forward to meeting you.
Yours sincerely
Juliana Coates
Human Resources Manager
Respond to the email including the following points:
- make reference to this email - answer two of the questions
- use a phrase to state that you have included your CV
- use a phrase to state that the interview date is not possible for you and suggest
another day & time
- end politely
- write approximately 225 – 250 words (+/- 5%)
- please upload the email as a word document to Ilias. Make sure to keep the deadline
in mind and name your document “Email family name”.

87
 Email Assessment Sheet

Points
Content 10
Stays within the word count. References the prior email.
Mentions the questions asked and specifies which are
answered. Offers sufficient answers to the chosen questions.
Mentions assessment. Apologises and offers new appointment
date. Ends suitably and professionally.

Structure, style and phrases 7

Correct salutation and ending, including comma setting. Uses
paragraphs. Uses (correct) linking words, including comma
setting. Uses standard phrase for the attachment. Uses
standard phrase for appointment suggestion. Capitalisation,
punctuation, etc. are correctly applied.

Language: range and accuracy 8

Uses professional language. Offers range of sentence
structures. Applies a range of different grammatical tenses.
Uses vocabulary covered in the course. No major grammar
mistakes. Accuracy in spelling and word use. No major
language mistakes.

Total number of points

88
Business Writing:

89
Unit 11: Change

Vocabulary: Change
Grammar: Conditionals

90
Business Writing:

91
Vocabulary: Change
A
In your team, discuss which of these situations you would find the most difficult to deal
with:
Renovating your flat/house Driving abroad without a map/ sat-nav
Losing a pet Getting a new boss
Moving to another country Planning your wedding
Changing your job New neighbours
B
In your team, discuss which of these business situations would worry you most. Why?
1 You find out that your company will be merging with another company.
2 You keep your job after a merger, but you are in a less powerful position.
3 You keep your job after a merger, but you have to take a salary cut.
4 Your company has to relocate to the other side of the city.
5 You are asked to relocate to a foreign country.
6 You are promoted, but are now in charge of a hostile workforce.
7 You have to move from your own office to a large, open-plan office.
8 You have to work with a completely new computer system.
9 You have to decide who to make redundant in your new department after a merger.
10 Your company language becomes English.

C
Pick one prefix from the table below for each verb from the box (even though some verbs
can have more than one prefix). The new verbs all describe what can or needs to be done
after a situation has changed. If you have any questions, ask your lecturer for help.
assess centralise date develop grade launch

locate organise regulate size structure train

down - de- up- re-

organise

92
D
Complete these sentences with the correct form of the verbs from exercise C. You might
also need to change the tense/grammar form. You can use each verb only once. If you have
any questions, ask your lecturer for help.

1. Following the merger, the office layout was reorganised to accommodate the new staff.
2. The most successful change in our company was the decision to _____________________
the departments. Now there is more opportunity for promotion.
3. It is now so expensive to rent offices in the city centre that many companies are
________________________ their operations to purpose-built business parks at the city
limits.
4. The company has recently________________________ its workforce. Reducing the
number of employees is the best way to stay profitable in the current economic climate.
5. To improve efficiency, the company has introduced new working practices. The HR
department will ________________________ all sales staff.
6. One of our products hasn't been selling well recently. The marketing team has decided
to take it off the market and ________________________ it next year with new
packaging.
7. The IT department report recommended that the computer system needs to be
________________________ to a higher level as soon as possible.
8. The CEO thinks that too many decisions are made at Head Office. She wants to
________________________ the decision-making process so that branch managers are
more involved at an earlier stage.
9. The company has finalised the plans to ________________________ the disused car-
park site. It is going to become a fitness centre for employees.
10. The logo and slogan are very old-fashioned. We need to modernise and
_______________________ the image of the product to bring it into the 21st century.
11. There is a lot of pressure on the government from consumer groups to
________________________ the industry and remove controls, so customers can
benefit from increased competition.

93
12. Following the report by the legal department and changes in the tax laws, the
management decided to ________________________ the situation and delay making a
decision on the takeover.

Grammar: Conditionals
First conditional
We use the first conditional when we think that the expected outcome of an action is very
likely. The first conditional has the present simple after 'if' and the will future in the other
part of the sentence (= the consequence):
• if + present simple, ... will + infinitive

If you give us a 10% discount, we will place an order of 2,000 units. If

I call him today, we will be able to change the order.

Second conditional
We use the second conditional when the outcome is less certain or imaginary. The second
conditional has the past simple after 'if' and ’would’ (sometimes ‘could’) in the other part of
the sentence (= the consequence):
• if + past simple, ... would + infinitive

If I saw him later, I would discuss the contract with him, but I don’t think he is still in the
office.
If you offered us 90 days credit instead of 60, we would double our order. If
I won the lottery, I could move to a bigger house.

We often use the second conditional in negotiations to make an offer less direct.

A
Choose the correct forms to complete the sentences.

1 If you give us / wiII give us a discount of 5%, we will place/ place a firm order.
2 Will you deliver / Do you deliver by November if we pay / wiII pay the transport costs?
3 If you will lower / lower your price by 5%, we buy / 'II buy at least 4,000 units.
4 Would / Does it help you if we sent / are sending the goods by air?
5 If you aren't improving / don't improve your delivery times, we 'll have / had to find a
new supplier.

94
6 If we will join / joined an association of producers, we would get / will get a better price
for our coffee.

B
Complete these sentences with will, would, won’t or wouldn’t.
1. We____________________ give you a more substantial discount if you paid cash.
2. If they didn’t find our terms satisfactory, they ____________________ continue doing
business with us.
3. So if we order 200 units, you ___________________ give us a 10% discount, is that right?
4. We ____________________ be able to order more if you can’t deliver within a week.
5. We ____________________ have to look for another supplier if you were able to dispatch
immediately.
6. I am sure we ____________________ get this contract unless we offer a lower price.

7. If I were you, I____________________ look for a more reliable supplier.

C
Naoko Nakamura, a buyer for a large Japanese online retailer, is negotiating with Li Bai, the
Sales Director for a clothing company in Shanghai. Find verbs that fit the meaning of the
sentence and put them in the correct conditional form.
Naoko: If I _buy / order 30,000 silk scarves, what discount will you offer us?
Li: On 30,000, nothing. But if you buy 50,000 scarves, then I ____________________ offer
you 10%.
Naoko: OK, I'll think about that. And tell me, if we placed a very large order, say 80,000 units,
_________________________________________________ to despatch immediately?
Li: We can normally guarantee to despatch a large order within three weeks. But if you
______________________________ at a peak time, like just before Chinese New Year, it will
be impossible to deliver that quickly.
Naoko: I take it your price includes insurance?
Li: Actually, no. Usually, you'd be responsible for that. But if the order
____________________ really large, that would be negotiable, I am sure.
Naoko: What about payment?
Li: To be honest, we would prefer cash on delivery, as this is our first contact with you. If you
____________________ a regular customer, ___________________________________ you
30 days' credit, maybe even a little more.
Naoko: That's all right. I quite understand.
Li: Look, how about continuing this at dinner? I know an excellent restaurant in Wanchai.

95
Naoko: If I had more time, ____________________________ to have dinner with you, but
unfortunately my flight for Tokyo leaves at 6 pm tonight, and I need to be at the airport by 4
pm.

96
Unit 12: Business Ethics

Vocabulary: Business Ethics

Reading: The Buy Nothing Movement

97
Vocabulary: Business Ethics
Business ethics deals with a wide range of moral issues in economics and business. It has
become the subject of much interest in recent years, particularly with regards to climate
change or human rights. The idea of business ethics deals mostly with questions of how
individuals as well as companies are supposed to behave in the business world, or what
standards they should apply to navigate moral dilemmas at work. Business ethics also deals
with consequences that decisions by companies can have for the society and environment.

Managers, for example, will often have to choose between actions which benefit some
people but could harm others; for example, they must decide who to promote or who to fire.
Managers also have contrasting duties at times: They need to be open and honest, but also
to keep (company) secrets; they are supposed to be loyal to their employers, but also to their
team; they need to maximize profits for the company but must be fair to others.

These opposing duties often conflict in certain situations, for example when a manager is
required to do something that will increase the company’s profit, but which might threaten
the employment of the workers or the environment. In those cases, companies, employees
and customers must work together to develop guidelines to promote more ethical behaviour
in the business world.

A
Discuss this list of activities in your team. In your personal opinion, which one is the most
unethical? Give reasons.
1 Finding ways of paying as little tax as possible
2 Using your work computer or phone for private purposes during your working time
3 Accepting praise for someone else's ideas or work
4 Selling something as original/”real” when you know it is not
98
5 Using your influence to get jobs for friends or relatives (= nepotism)
6 Phoning in sick at work when you are not ill
7 Not telling the truth about your experience or skills on an application form
8 Not saying anything when you are charged too little for something by mistake
9 Paying people in cash for jobs done around the home in order to reduce the cost
10 Claiming extra expenses from your company (e.g. getting a “fake” restaurant bill)

B
Now look at these situations. Which one is the most serious (in your team opinion)?
1 A new business contact suggests to you that payment into his private bank account
will enable your company to win a valuable supply contract.
2 An employee informs some friends about a company takeover before it is generally
known so they can buy shares and make a profit.
3 A company makes copies of luxury branded products and sells them cheaply on the
internet.
4 The management of a technology start-up only hires male engineers.
5 An industrial company is getting rid of waste chemicals in the sea.
6 A car manufacturer is secretly taking photos of a rival's new model at a test track.
7 A pharmaceutical company tries out all its products on bunnies and cats.
8 Some criminals buy property with money they got from illegal activities. The houses
are then sold, and the now 'clean' money is used in other businesses and new bank
accounts.
9 A group of mobile network providers secretly gets together and agrees to charge
approximately the same amount for a range of services and packages.
10 A company tells the authorities that it is making a lot less profit than it actually is.

C
Match two words from these boxes (one from each) to create a phrase which describes the
activities in exercise B.
Example: Bribery and corruption is used to describe scenario #1 in exercise B.
bribery price environmental sex insider

99
 tax counterfeit money animal industrial

and corruption testing discrimination fraud trading

fixing laundering goods pollution espionage

Reading: The Buy Nothing Movement

A
Before reading the text, do this task. Match the vocabulary (1-8) with the definitions (a-h).
1 overconsumption a) to hit someone with a lot of something, without
pausing
2 disposable b) designed to be thrown away after use
3 consumerism c) a place where rubbish is buried under the ground
4 to bombard d) to appear
5 to spring up e) the practice of buying and owning lots of products
6 a landfill site f) the act of spending more money than you should
7 overspending g) using too much of something
8 an influencer h) someone who uses social media to advertise
products to their followers

The Buy Nothing Movement

100
Taken from the British Council

Social media, magazines and shop windows bombard people daily with things to buy, and
British consumers are buying more clothes and shoes than ever before. Online shopping
means it is easy for customers to buy without thinking, while major brands offer such cheap
clothes that they can be treated like disposable items – worn two or three times and then
thrown away.

In Britain, the average person spends more than £1,000 on new clothes a year, which is
around four per cent of their income. That might not sound like much, but that figure hides
two far more worrying trends for society and for the environment. First, a lot of that
consumer spending is via credit cards. British people currently owe approximately £670 per
adult to credit card companies. That’s 66 per cent of the average wardrobe budget. Also, not
only are people spending money they don’t have, they’re using it to buy things they don’t
need. Britain throws away 300,000 tons of clothing a year, most of which goes into landfill
sites.

People might not realise they are part of the disposable clothing problem because they
donate their unwanted clothes to charities. But charity shops can’t sell all those unwanted
clothes. ‘Fast fashion’ goes out of fashion as quickly as it came in and is often too poor
quality to recycle; people don’t want to buy it second-hand. Huge quantities end up being
thrown away, and a lot of clothes that charities can’t sell are sent abroad, causing even more
economic and environmental problems.

However, a different trend is springing up in opposition to consumerism – the ‘buy nothing’

trend. The idea originated in Canada in the early 1990s and then moved to the US, where it
became a rejection of the overspending and overconsumption of Black Friday and Cyber
Monday during Thanksgiving weekend. On Buy Nothing Day, people organise various types
of protests and cut up their credit cards. Throughout the year, Buy Nothing groups organise
the exchange and repair of items they already own.

The trend has now reached influencers on social media who usually share posts of clothing
and make-up that they recommend for people to buy. Some YouTube stars now encourage
their viewers not to buy anything at all for periods as long as a year. Two friends in Canada
spent a year working towards buying only food. For the first three months they learned how
to live without buying electrical goods, clothes or things for the house. For the next stage,
they gave up services, for example haircuts, eating out at restaurants or buying petrol for
their cars. In one year, they had saved $55,000.

The changes they made meant two fewer cars on the roads, a reduction in plastic and paper
packaging and a positive impact on the environment from all the energy saved. If everyone
followed a similar plan, the results would be impressive. But even if you can’t manage a full
year without going shopping, you can participate in the anti-consumerist movement by
refusing to buy things you don’t need. Buy Nothing groups send a clear message to

101
companies that people are no longer willing to accept the environmental and human cost of
overconsumption.

B
Are the following statements from the article true (T) or false (F)?
1. People buy clothes because they want to throw them away.
2. The writer thinks it is worrying that people spend money on things they do not need.
3. The amount the average Briton owes on credit cards is one third of the amount they
spend on clothes each year.
4. Only a very small proportion of unwanted clothes are thrown away.
5. Charities can find ways to use clothes even if they are not very good quality.
6. Buy Nothing Day is a protest against credit cards.
7. The two friends who did the ‘buy nothing’ experiment only bought food for 12 months.

8. If everyone followed the Buy Nothing idea, the environment would benefit. C
Complete the sentences with words from the box.
sites hand spend shops fashion away

1) Fast _________________________ is made quickly and cheaply.

2) Some clothing is so cheap that people can afford to wear it a couple of times and
then throw it _________________________.
3) There is a worrying trend for more consumers _________________________ on
credit cards.
4) Giving clothes to charity _________________________ does not completely solve
the problem.
5) Make sure you only donate clothes that people will want to buy
second_________________________.
6) A lot of clothes donated to charity cannot be reused and end up in landfill
_________________________.

102
Unit 13: Business Meetings

The International Perspective

Useful Phrases
Case Studies

103
Business Meetings: The International Perspective
Just as with presentations, the approach to meetings differs per region; when participating in
an international meeting, you need to take cultural differences into consideration. There are
major variations in how cultures expect to run meetings and make decisions:

 In individualist cultures such as the US, Germany, and the UK, people expect meetings
to be for open discussions and for coming up with solutions. As a result, US-
American, German and British managers see meetings as a key management tool
(and sometimes rely on them too much as a way to get things done).
 In some Latin cultures, it may be more effective to have informal discussions over
coffee with the key decision makers. Formal meetings may only be held to
communicate decisions that have already been made.
 In many Asian cultures, such as Japan, the real decision-making unit is the workgroup
rather than the individual at the meeting. Meetings are useful to find out other points
of view and to share information. The people attending the meeting then expect to
take this information back for further discussion in their workgroup or team – which
is the real decision-making unit.
Here are some more examples of possible difficulties due to cultural differences:

Time
Not all cultures live by the clock. Time orientated cultures such as the British or
German will have strict approaches to how meetings run. The start time, finishing time and
all the different stages in between will be planned carefully. Other cultures will see the start
time as an approximation (and therefore arrive later than expected), the finish time as non-
fixed, and all the different stages in between as flexible. This also applies to the agenda –
where structured cultures such as Germany do the agenda in an orderly way, other cultures
might switch between items or ignore some points completely.

Hierarchy
The hierarchical nature of a culture can have a massive impact on the input given by
participants in an international meeting. People from hierarchical cultures might feel
uncomfortable speaking one's mind, criticizing ideas, disagreeing openly, giving feedback,
and reporting problems in front of the boss or manager. To offer a criticism of the manager's
idea would be seen as damaging for both the manager and the criticizer. Keep this in mind
when encouraging others to share opinions.

104
 The Purpose of Meetings
After a few pleasantries in the meeting room, the common term in the West is,
“Let's get down to business”. Western meetings generally run to a tight schedule with an
organized, pre-planned agenda. Meetings are for business. On the other hand, there are
cultures which see a meeting as a chance for building personal relationships and
strengthening bonds between co-workers.
You should also be aware that the amount of time spent making small talk before a
meeting depends on the culture. In Germany, for example, little time is given to it, but
in other cultures, such as Japan and the US, more time is spent on this stage. No
matter what culture you are in, however, making small talk before the meeting starts
can help to create positive relationships.

Meeting Etiquette and Mannerisms

Each culture has its own cultural etiquette, gestures, mannerisms and ways of
expression. Shouting, throwing hands around and even storming out of meetings are all
possibilities in Latin American or Arab cultures. On the other hand, nodding can have a very
different meaning for Europeans than for people from Asia, where it is just a sign of
understanding what has been said, not of agreeing with what has been said. In some
cultures, nodding even means “no”, so be careful how you interpret this gesture. While it is
fairly normal in Spain to accept or make mobile calls during a meeting, even discussing
private issues in front of your colleagues, this is an absolute no-go in Japan, where mobile
phones are usually switched off during a meeting.

In some cultures (e.g. Korea and Thailand), silence is used to express disagreement
and to give speakers time to think before speaking. Participants from Western
cultures often talk to fill in silences and therefore, their co-participants may lose their
turn. Make sure you understand how certain etiquettes, gestures and general
conversation tactics may be perceived and how you can minimize any adverse impact.

Multi-Cultural Meetings
A major mistake made when dealing with diverse cultures in one meeting room is to suggest
that those of similar backgrounds work or be seated together. Rather than allow for greater
fluency in the meeting, this will have the opposite effect. Once cozy in their cultural groups,
participants will slip into their cultural patterns. It is therefore vital that the meeting seating
pattern is mixed, which might also help to develop intercultural bonds.

To avoid any pitfalls, try the following tips:

105
At the beginning of the meeting, you need to clearly state what outcome you expect from
the meeting. Make sure that everybody understood why you are meeting, which topics need
to be discussed, and the amount of time you have at hand.
When managing international meetings, make sure that you allow all participants the
opportunity to take part in the discussion. You can do this by asking some participants
their opinion and interrupting others if they are dominating the discussion. Keep in
mind that opinion-sharing might not be appreciated in hierarchical cultures.

You also need to be aware of the language you are using and the language level of the other
participants. Remember that non-native speakers of English may have problems following
ideas discussed in the meeting. Do the following to make sure communication flows
smoothly:

• Do not use idiomatic or colloquial language, as non-native speakers probably won’t

understand it
• Take the time to check that the other participants have understood you
• Check that you have understood what the other participants have said to you by
asking questions and by paraphrasing what you have understood  Summarize
frequently

Most importantly, however, is to be sensitive to the other participants, to listen and to

observe. Accept that in international meetings, we cannot judge something as being “right”
or “wrong” – it is just different to what you know.

106
Business Meetings: Useful Phrases
Opening Make small talk
Topics: journey, weather, sports, holidays
State the aim of the meeting
Today we are here to …
The goal of today’s meeting is to …
By the end of this meeting, we need to decide on …
Agree on an agenda
How should we organize our discussion?
Should we start by brainstorming possible solutions?
We need to discuss the following points. Should we begin with topic X and
then move onto Y?
Agree on the decision-making process We
will begin by discussing each option.
We will begin by agreeing on our main aim.
We will then decide which option best meets our goals.
Discussion Ask open-ended questions
Why, what, when, how, who, where
Check that other participants have understood you
Does everyone understand what I mean? Is
everyone with me?
Check that you have understood the other participants
Let me check that I have got that correctly. In other
words, what you are saying is …
Express disagreement diplomatically* Another
option could be …
A different approach would be to …
I am afraid I see things differently …
Steer the discussion
Keeping to the point: Perhaps we could get back to the point.
Slowing down: Hold on, let us look at this in more detail.
Speeding up: Can we come back to that later?
Interrupting somebody: Sorry, may I interrupt you here?

Closing Sum up and check agreement

To sum up, we will do the following…
* In international cooperations, diplomacy is extremely important. Phrases such as ‘I
disagree’ or ‘That is not correct’ can be seen as extremely rude. Use soft rejection phrases
such as ‘I am afraid that ...’ or ‘I am sorry...’ to express disagreement.

107
Business Meetings: Case Studies
A Hudson Corporation
Background
Hudson Corporation, which is based in New York City, makes top-of-the-range luggage and
travel accessories. It is a well-known brand in the USA: Its suitcases and bags are associated
with high quality, traditional design, and craftsmanship.

Hudson emphasizes in its advertising that its products are “made in America”. Recently, the
company’s market share in the USA has decreased. One reason for this has been the growing
competition from Asian companies, selling similar products at much lower prices.
Two months ago, the management decided to boost sales by entering the European market,
focusing initially on Germany, France, and Italy. They set up a branch office and warehouse
facility in Milan, which would be the base for their European expansion.

Market research
Hudson has recently set up a series of focus groups to find out how consumers perceived the
company’s image in the USA.
These are the results of the survey:

Do you think % of people

Hudson’s products answering
are …. “yes”
expensive? 75
exclusive? 62
value for money? 54
good quality? 89
old-fashioned? 67
sustainable? 22
innovative? 18

Marketing Strategies for Europe

To create a successful market entry in Europe, the management of Hudson has come up with
six different marketing ideas.
A Reposition the brand
Sell Hudson suitcases and bags at a medium price range. Manufacture the products in a
country where labour costs are low, e.g. in India or China. Do not promote the products as
‘Made in America’. Use a high-volume, low-cost strategy for Hudson’s core products. Market
the products as “everyday items” and sell them in smaller shops and department stores.

108
B Develop the brand
Promote the Hudson products as an exclusive brand and keep the ‘Made in America’ tag. Sell
the products in the higher price ranges. Use product placements in television shows and
online series to support the brand. Hire famous, sophisticated European celebrities (film
stars and musicians) to endorse the products.
C Hire a top designer
Employ a top designer to produce a new range of smaller travel bags and weekenders, aimed
at business people travelling in Europe and at younger, fashion-conscious buyers. Sell the
collections in limited quantities under a new label in the luxury range. Use social media, in
particular influencers and affiliate marketing, to promote the brand.
D Develop a wider product range
Sell a wider range of products under the Hudson label, e.g. backpacks, brief cases, messenger
bags, handbags, etc. for the biggest possible target market: Men and women, old and young.
However, keep the quality and craftsmanship of Hudson products; promote the products as
exclusive gifts or fashion items.
E Go green with the brand
Produce the products for the European market within the EU. Emphasise the fact that the
production is sustainable and based on fair trade, and that the supply chain is tightly
controlled. Make an agreement with an NGO promoting human and animal rights; develop
new product ranges by working with designers from Third World countries.
F Develop sales using e-commerce
Move away from sales in department stores and exclusive boutiques and focus instead on
selling the current product line via the internet. Extend the existing online shop and sign
contracts with online stores which focus on high-fashion and luxury products. Use the online
stores to enter the circular economy by re-selling used Hudson products.

Task
You are part of the marketing department at Hudson. To successfully launch Hudson in
Europe, the management has asked you to discuss two issues in your team:
1. What do the findings of the market research in the
USA indicate about Hudson’s brand image at the
moment? How could this become a problem in Europe?
2. Based on the discussion of task 1, which two
marketing campaigns should Hudson use to enter the
European market? You cannot “mix and match” but need
to pick two options exactly as they are described.

109
B InStep’s Relocation
Background
InStep is a sports shoe manufacturer based in the UK. Two years ago, InStep moved its
European factory from Paris to Soissons, a small town in northern France. A large warehouse
and a distribution centre were built near the factory. InStep is now considering moving its
administrative staff from the Paris office to a purpose-built, six-storey building in the same
town. Soissons has a population of 30,000, with a high proportion of families. The relocation,
if it goes ahead, will create employment opportunities for local inhabitants.

Some managers from the UK parent company have come to Paris to discuss the potential
relocation with managers from the Paris subsidiary. They will discuss the relocation and
make a recommendation to the Board of Directors on whether to go ahead with the
relocation or not. At the moment, the British managers are in favour of relocating, while the
Paris managers are more sceptical about the move.

110
Arguments for and against the relocation
• The new purpose-built office building in Soissons will help to create a more loyal
workforce, as everybody works in one place then. This enhances communication and staff
relations.
• Staff in the Paris office does not want to leave Paris, as they have friends and relatives
there. Some of them also care for elderly relatives or have children in school.
• The new office building offers a top-floor café, a spacious lounge to relax and meet, a
fitness centre, as well as a swimming pool in the basement.
• The open-plan office in the new building is unpopular with staff, as most people prefer to
have their own office, as they do in Paris.
• Some employees might decide to stay living in Paris and travel 100 km (one way) to work
every day. This will leave them tired and stressed, which can affect their work.
• The local authority in Soissons offers relocation grants and tax incentives for the company,
but also for staff who are willing to move.
• InStep will help staff to relocate: They will provide vans to help with the actual move,
subsidize meals in the canteen, and offer childcare facilities near the office building, a
monthly train ticket, and flexible working hours for staff with young children.
• The move to Soissons will cost InStep about € 10 million, which is about twice the current
annual profit.
• The area in Soissons offers a variety of education facilities, sports clubs, museums, and
other family-oriented activities.
• Young, talented graduates might not want to work in a small town such as Soissons, so
there might be a recruitment problem.
• Moving the entire Paris office (230 people) to Soissons will create a problem with
accommodation in Soissons; the rents for apartments and houses could get more
expensive, which might anger the local inhabitants.
• The relocation will reduce costs and boost profits for InStep in the long run. Buying land
for further expansions will also be much cheaper in Soissons.

Task
You are one of the managers working for InStep. Your lecturer will tell you whether you
represent the British headquarters or the Paris location. In the meeting, discuss the pros and
cons of a possible relocation. Make sure to take the opposite arguments into account, stay
rational and sensible, and come to a compromise you all can agree to.

111
C Asia Entertainment
Background
In January 2025, readers of an Asia-Pacific business magazine were given information about
the Decker Group, based in Sydney/Australia.

Company Profile: The Decker Group

Workforce: 8,500 | Turnover 2024: AUS $1.2bn
Main activities
Decker is a diversified media group with interests in broadcasting, entertainment, and
internet services.
Current developments
Decker has recently joined forces with the Hong Kong-based media company Asia
Entertainment. The deal was described as a merger, but Decker has about 3 times the
workforce and turnover of Asia Entertainment and is therefore likely to be in charge.
Reasons for Decker’s acquisition
- Asia Entertainment has a strong presence in the Asian market, thanks to its very
successful streaming and video-on-demand services.
- Decker wants to increase its presence in one of the biggest markets worldwide –
China. - Decker also plans to use Asia Entertainment for its expansion into other Asian
markets, such as Singapore, Malaysia, and Vietnam.
Comment
Asia Entertainment seems to be a good fit with the Decker Group, as they have similar
company interests and could complement each other well. However, there might be
problems with the different management styles, especially if the Australians give the
impression of being the “superior” partner.

Problems
It is now a year later. The change of ownership and the new management style at Asia
Entertainment have led to problems within the staff, but also between the companies. The
email below illustrates some of the difficulties.

To: CEO; Board of Directors

From: Cindy Chow, HR Manager Asia Entertainment
112
 Dear all,
As requested, I am sending you a summary of the complaints from our staff at Asia
Entertainment. Personally, I am very worried about the high staff turnover and low morale.
Below are some of the reasons for the problems.
1. Re-applying for positions
Because of the merger, some positions are now shared by two or more people, which is why
management asked all employees to re-apply for their jobs. Our staff feels very uneasy and
insecure. People do not want to compete against each other for jobs they had for years.
2. Redundancies
Redundancies due to the merger are to be expected. Employees in HR and Sales feel
particularly threatened. Many employees from these departments are already looking for
new jobs, which is affecting productivity.
3. Compensation
Several employees have already been made redundant. However, the compensation package
for those who have left is poor. They are also not receiving any help in finding new jobs.
4. English language skills
The Decker management has insisted that the Asia Entertainment staff must improve their
English, but no financial or organisational help has been offered for English courses. It is also
not clear what kind of employees actually have to take part in the courses.
5. Management style
Below are some typical complaints by our staff about the new management style:
- Most of the management jobs have been given to the Australians. There are not many
Chinese in senior positions. Our staff does not feel trusted or valued, and the new managers
seem to be only interested in results.
- Our Australian colleagues want an informal atmosphere and call us by our first names,
but culturally, we are not comfortable with using first names in the workplace.
- In general, it feels as if the Australians do not understand our culture and customs.
One of the Australian managers even changed the menu in the canteen in order to save
money. There is not enough fresh vegetables and fish, but lots of red meat and dairy
products, which most of us don’t like. We feel like we are losing our Chinese identity.
- We don’t know where the company is going and what the strategy is. Some of us have
never met their head of department, as they have never been to the Hong Kong office. They
just send us lots of emails about what we have to change, but we would like to get to know
them and offer us more information about why we need to make the changes.

It would be great if we could arrange a meeting in Hong Kong to discuss these issues.
Look forward to hearing from you,
Cindy Chow
Task
You are one of the managers invited to the meeting. Your lecturer will tell you whether you
represent the Decker Group or Asia Entertainment. In the meeting, discuss the pros and cons
113
 of the points mentioned in the email. Be aware that some of the points mentioned might be
unavoidable after a merger and are not necessarily Decker’s “fault”. Make sure to take the
opposite arguments into account, stay rational and sensible, and come to compromises you
all can agree to.

Business Meetings: Assessment Sheet

Points
Content 30

114
Structure and aim of the meeting are clear and can be articulated.
Topics relevant to the task are explored throughout the discussion.
Clearly able to express opinion and to take part in the discussion. Offers
realistic ideas. Has interests of company and/or employees in mind.
Discussion is in-depth and on professional level; good analysis of
different arguments. Critical reflection on debate is provided. Can offer
solutions and suggest/accept compromises.
Interactive Communication 30

Uses standard phrases for meetings. Sensitive to turn-taking and able to

sustain the interaction by initiating and responding appropriately.
Remains friendly and diplomatic throughout the discussion. Structures
and/or steers meeting. Invites others into meeting if necessary. Good
time management throughout.

Language: range and accuracy 20

Very good range of grammatical structures. Very good range of active

business vocabulary appropriate to the task. Minor errors may occur,
appropriate to the language level.

Fluency 20

Very good accent and speed, appropriate to language level and task.
Maintains a flow of language; good intonation and pronunciation.

Total number of points

115
Self-Study

Unit Exercises
Grammar Support
Answer Key

116
Unit 1: Self-Study
A
Complete the phases 1-6 with a verb from the box.
carry out draw up issue maintain train transport
1 ____________________________ contracts
2 ____________________________ goods and equipment
3 install and ____________________________ systems
4 ____________________________ press releases
5 ____________________________ research
6 ____________________________ staff

B
Choose the correct verb form – present simple or present progressive?
Sarah introduces John to Mark.

1. Sarah: "John, ______________________________________ Mark?

are you knowing/ do you know/ know you

2. Mark ____________________________ from California." is coming/

comes

3. John: "Really, that's a coincidence! My brother _____________________ in

Los Angeles this month. Pleased to meet you, Mark."
is staying/ stays

4. Mark: "Me too. _______________________________________ in LA at the

moment?
is your brother working/ does your brother work

5. John: "No, he is on holiday, the lucky thing! So, Mark, what exactly
___________________________ ?
are you doing/ do you do

6. Mark: "Well, normally ______________________ with customer complaints about

the software we produce at our offices in San Francisco."
I am dealing/ I deal

7. Sarah: "Mark is over here because he ___________________ at how we have set

up our call centre in London. is looking/ looks
He might want to ask you some questions, John, while he is here."
117
8. John: "Actually, _________________________ a report on the centre at the moment.
I am preparing/ I just prepare
I can talk you through it if you like."

9. Mark: "Sounds great. ___________________________. Must be my lucky day! Shall

we go to your office?"
I am not believing it/ I don’t believe it C
Complete the sentences with the verbs from the box. Use each verb twice. Put each verb
into the correct form and tense – present simple or present progressive. Some of these
sentences could be negative.
invest sell take target work
1. Apple __sells____ its products all around the world.
2. It always ______________________ me ten minutes to get my work computer
running!
3. Which market segment ___________________ they usually ___________________ ?
4. Oh no! My printer ________________________________ properly. I will ask Leila to
make a copy of the report for you.
5. __________________ you ___________________ more money in marketing this
year?
6. Their advertising agency never __________________________ at weekends.
7. Do you think we ____________________________ a big risk if we postpone the
launch of our new model?
8. Unfortunately, our range of soft drinks ____________________________ well at the
moment.
9. This time, we ________________________________ our advertising campaign on
the young.
10. Our company __________________________ a lot in R&D. That’s why we develop
fewer new products than our competitors.

118
Unit 2: Self-Study 5 The strong euro affected all
software companies.
A
Match item 1 – 5 with items a – e. B
1 Despite the rising euro and a) although they were affected by the
falling sales, strong euro as well.
2 The euro rose and sales fell b) because of the strong euro and a
slightly, slight fall in sales.
3 Vegaco’s profits did not c) However, the profits of Vegaco’s
remain constant competitors did not decrease.
4 Their competitors’ profits d) so Vegaco’s profits did not reach the
increases same level as in the previous quarter.
e) Vegaco’s profits did not fall
significantly.
Study the linking words in bold in exercise A. Then use each linking word twice to
complete the following sentences.

1 Sales of our fruit juices improved __because__ we made the packaging more attractive.
2 Sales did very well in the second quarter. Since June, ____________________, there has
been a gradual drop.
3 Profits continued to rise ___________________ a slight increase in production costs.
4 We plan to centralise distribution, ____________________ costs are likely to decrease.
5 October can be a difficult month ____________________ sales often fall after the
holidays.
6 __________________________ the strong market for tablets, Tarp’s share price has
fallen.
7 We have relaunched the XL30 under a new name, _________________ sales will
probably go up.
8 ________________________ our production costs have gone down by 3%, profits have
not improved significantly.
9 We launched our new campaign three months ago. _______________________, sales
have not recovered yet.
10 Profits went up _______________________ sales did not seem to improve.

C
119
Look at these general writing tips to avoid making mistakes.
Introduction
 To make a recommendation on how
to  To recommend how to

Comma setting
Connecting two full sentences with and or but:
We produce televisions, and right now we are launching a new product.
Our sales are falling, and therefore we are going to start a new advertising
campaign. We are spending too much on advertising, but we have to do it to
increase sales.

Enumeration:
It was a bright, sunny morning. (adjectives)
Mr Gates has got a BMW, a Rolls Royce, a Bugatti, and a Trabbi. (nouns)
The robber shot him down, took the money, and escaped through the back door. (verbs)

Linkers:
Our branch in Münster, however, has achieved excellent results. However, our branch in
Münster has achieved excellent results. In fact, even better results than any preceding year.
Therefore, our sales department is going to plan an incentive tour to Berlin. Furthermore /
Moreover, a bonus will be paid to all sales staff. Nevertheless, our boss expects us to do our
utmost in the future, too.

Subordinate clauses:
If a subordinate clause starts a sentence, the comma must be used.
Although she is afraid of flying, she still flew to the conference in Hong
Kong. Even though our sales are falling, our profits have remained steady.

Introductory constructions:
Having said this, he disrupted the meeting. (Participles)
To improve her English, she attended a course. (Infinitives)

There is NO comma before “that” and “if”!

He told me that…. He asked me if….

Unit 3: Self-Study
A
120
Complete the word partnership with brand, product, or market.

1 _______________________ loyalty

2 _______________________ challenger

3 _______________________ endorsement

4 _______________________ stretching

5 _______________________ lifecycle

6 _______________________ share

B
Read the passage below about brands. In some of the lines, there is one extra word
which does not fit. If a line is correct, put a tick (√) in the space provided. If there is an
extra word in the line, write that word in the space.

Companies must try either to make products that a few people love or products
1______________√

that many people quite like. An attempt to do both will not produce obstacles and 2____not______

conflicts. Two things that lie behind the craze for emotional involvement: The first

3______________ is overcapacity - if there are too many products in every market segment, and

this 4______________ means it is hard to get attention for anything ordinary. Marketing consultants

5______________ argue that it is not enough for companies to make up their consumer goods just

a 6______________ little better. Instead of, they should make only remarkable things that will make

7______________ consumers take notice. The second factor is the increased ability of consumers to

8______________ communicate their views about products, either good or bad. According to some

9______________ experts, the Internet has increased by a factor of 10 the number of people and

that 10_____________ one consumer can influence. Sometimes, companies take an advantage of

this by 11_____________ using buzz marketing: they create a group of people who will generate

enthusiasm 12_____________ for their products, for example by talking about them in our chat

rooms. 13_____________

C
Complete each sentence with the best word.

121
1 If a celebrity ____________________ a product, they say how good it is in
advertisements.

a) persuades b) launches c) endorses

2 Billboard, those large signs used for advertising, are often called
‘____________________’ in the UK.
a) leaflets b) slogans c) hoardings

3 Manufacturers of toiletries and cosmetics frequently offer free ____________________

for customers to try out their new products.
a) samples b) commercials c) posters

4 Advertising done at the place where a product is sold is called ‘____________________

advertising’.

a) public b) point-of-sale c) eye-catching

5 ____________________ of sports or arts events can be a powerful method of

advertising.

a) Research b) Endorsement c) Sponsorship

6 If you here about a new product from a friend or relative, this is called
‘____________________ advertising’.

a) word-for-word b) mouth-to-mouth c) word-of-mouth

7 Viral advertising is growing rapidly due to the high cost of TV ______________________.

a) commercials b) publicity c) research

8 ‘Just Do It’ has become one of the most famous advertising __________________ ever.

a) slogans b) banners c) mailshots

D
Fill the spaces with the verb in brackets, using the correct future tense: going to future, will
future, or present simple.

122
 1. One day in the far future, I ____________________________ (have) my home in
Italy.

2. Peter has decided that he _____________________________ (buy) an old winery

after his retirement next year.

3. Sorry, I cannot come to the restaurant with you. After the lesson,
I_____________________________ (meet) Mary in the canteen.

4. The theatre performance __________________________ (start) at 8 p.m.

5. Well, everything has been prepared. We _______________________________

(launch) the product next month.

6. When __________________ the train _______________________ (arrive) in

Liverpool?

7. A: Oh no, I forgot to save the client’s email address in my phone!

B: That’s alright. I _______________________________ (send) it to you via

whatsapp.

8. Phoebe and Molly ________________________________(open) their pop-up store

on 1 November.

E
Underline the verb which fits the sentence.
1. My flight normally leaves / will leave at 2 pm but it is late today.
2. Are you flying / Do you fly on the same flight as your boss next week?
3. A: My taxi didn’t come. – B: Don’t worry. I’ll /’m going to call another one.
4. They meet /are meeting at the bar tonight. Would you like to come?

Unit 4: Self-Study
A
123
Use the clues to complete the crossword puzzle.
Across
1 A company’s _turnover__ is the amount of business it does over a certain
amount of time. (8)
3 A company’s sales______________________ is the money it receives from selling
goods or services. (7)
5 Money which people or organisations put into a business in order to make a profit. (10)
8 A difficult time for the economy of a country, when there is less business activity. (9)
11 A _______________________ is a description of what is likely to happen in the future. (8)
Down
2 An ________________________ stake is the money risked when a business owns part of
another company. (6)
4 The ________________________________ is the part of the profits of a company that
is paid to shareholders for each share that they own. (8)
6 A _____________________ market is where a company’s shares are bought and sold.
(5)
7 The _______________________ margin is the difference between the price of a
product or service and the cost of producing it. (6)
9 One of the parts into which ownership of a company is divided. (5)
10 Money that one person, organization or country owes to another. (4)

B 3 to _ _ cr _ _ se _ to _ _ _ mm _
Complete these pairs of opposites. _ to h _ _ _ e
4 to s _ _ r
1 to go up to go _ _ _ _
5 to _ _ _ ble
down to _ _ _
2 to r_se
l to de _ _ _ _ _

124
 since 2022.
C
Cross out the incorrect option in each list.
in a different era. over the last
1 A large number of stores were upgraded
few years. many years
ago.

so far.
2 The concept of the department store was born last
year in the 2010s.
3 It has been an excellent year for Epsol International
in 2021.
till now.

yet
4 They have already reorganized their local business operations.
never

since
the summer? 5 How many new products have they
launched this year? last year?

when we had the

money.
6 Unfortunately, we didn’t redevelop the car
park
for the past three
years.
six months ago.

E
Look at these general tips on how to deal with financial figures and phrases.
Trend prepositions
• This was an increase of 12%.
• Sales increased by 12%. (a total increase of 12%)

125
• Sales increased to 30m. (started at $20m and is now at $30m)  Sales finished / ended /
peaked at $30m.
• There was a significant increase in sales.

Other prepositions
• invest in advertising
• spend money on advertising

Determiners: much / many/ this / these much – uncountable (much

money) many – countable (many commercials) this – singular (this
strategy) these – plural (these strategies)

Writing figures
a. In millions / in billions
b. 3 million / 3 billion
c. 3 million dollars / 3 billion dollars
d. 10-million-dollar rise
e. $3m $3bn , €3m €3bn
f. 3,500,000
g. $3.5m / $3.45 m
h. a 3.5% increase

Comma setting
Units of a thousand are separated by a comma: $ 1,000,000 = $ 1m

Unit 6: Self-Study
A
Use the clues to complete the crossword puzzle.
Across
2 The practice of selling products at a very low price in an export market.
4 They separate countries and can make trade more difficult.
7 Limited numbers or amounts that are officially allowed.
8 Taxes paid on goods coming into or going out of a country.
9 A general word which covers all things which stop people trading freely.
126
Down
1 To give money to a company or an industry to make a product cheaper to buy or produce.
2 The removal or reduction of government controls on a particular business activity.
3 A situation in which goods come into and out of a country without any controls or taxes.
(two words)
5 Government department responsible for collecting taxes on goods.
6 To bring something into a country from abroad, usually in order to sell it.

B
Rewrite these sentences using an appropriate modal form to replace the words in italics.
1. It is not necessary for you to wear a suit. The company culture is quite informal. You do
not have to wear a suit. The company culture is quite informal.
2. I am not allowed to forget to fill in the import forms.
__________________________________________________________________
3. If you are invited for dinner, it is a good idea if you buy your hosts some flowers.
__________________________________________________________________

127
4. In many countries, it is a cultural taboo to point your finger at people.
__________________________________________________________________
5. It is an obligation for you to drive with your seat belt on.
__________________________________________________________________
6. I know most of my colleagues quite well, so I am not obliged to address them by their
surname.
__________________________________________________________________
7. It is essential for all visitors to wear their name badges at all times.
__________________________________________________________________
8. In Canada, smoking is prohibited in most public places.
__________________________________________________________________

Unit 7: Self-Study
A
Complete the sentences with the words from the box.
decisive approachable radical encouraging diffident realistic
1 What they need is a __decisive__ person, someone who can choose the right
course of action even in a very difficult situation.
2 What I like about our new boss is his _________________________ attitude. He is
so good at giving us support and confidence.
3 As a team leader, Marta was really __________________________. She always
knew what goals we would be able to achieve and which tasks would be beyond
our abilities.
4 Many people find Jim rather __________________________. They say he rarely
expresses his opinions and is never gives indications as to what he wants.
5 Martin is really friendly and easy to talk to. In fact, he is the most
_____________________ boss we have ever had.
6 The new office manager has rather _________________________ ideas. Not only
does he want to change the way we work, he also wants us to think in new ways!
B
Complete the opposites of the adjectives given.
1 realistic _ d _ _ l _ st _ c
2 principled __ __ th __ __ ss
3 encouraging cr __ __ __ __ __ __
4 approachable __ __ st __ __ t

128
5 radical __ __ n __ __ __ v __ __ __ __ __
6 formal c __ s __ __ __
7 diffident __ ss __ __ __ __ v __
8 decisive c __ __ t __ __ __ s
C
Change these sentences into the passive form. Only use by if it important to know who
performed the action.
1 They manufacture all our new models in Mumbai.
____All our new models are manufactured in Mumbai.____________
2 The Artisans Co-operative is developing a new range of jewellery.
___________________________________________________________
______
3 Rashid Singh Enterprises will make the earrings.
___________________________________________________________
______
4 I think we should discontinue this range of products immediately.
___________________________________________________________
______
5 Scientists are going to test the new drugs.
___________________________________________________________
______ 6 We have reduced the number of subsidiaries dramatically.
___________________________________________________________
______
7 The CEO evaluated the marketers’ ideas regularly.
___________________________________________________________
______ 8 Our engineers could make some modifications.
___________________________________________________________
______

Unit 8: Self-Study
A
Read the passage below about cultures. In some of the lines, there is one extra
word which does not fit. If a line is correct, put a tick (√) in the space provided. If
there is an extra word in the line, write that word in the space.

It is sometimes said that cultures are becoming more alike under the effect of

129
 mass tourism and globalization.

However, there often remains a gap between any two given cultures. 1______________
What enables for us to bridge this gap is often called cultural awareness. Empathy, i.e.
2___for________

openness of mind and heart together with a willingness to try and understand things

3______________ from someone else’s perspective, is a necessary condition and for such an

awareness 4______________

to develop. However, empathy on its own it is not enough. We also 5______________

need that to develop an ability to look at our culture from the outside. This process
6______________

should make us realise that all the behaviours, belief and values that we have 7______________

always taken in for granted my indeed appear strange to someone from another 8______________
cultural group. In our other words, we need to be able both to make the strange look

9______________ familiar, and they make the familiar look strange. If we can achieve this, then we
can 10_____________

develop about what some sociologists call our cultural awareness. 11_____________

Unit 9: Self-Study
A

applicant a cover letter shortlist a vacancy

permanent interviews a probationary period a reference

Complete the sentences with items from the box.

1 We ask all our new employees to work _______________________ of three
months. 2 The starting salary of the successful ______________________ will
be decided on the basis of qualifications and experience.
3 The panel will _______________________ candidates for interview and contact them by
the end of the week.
130
4 Please send _______________________ together with your CV.
5 Our company has ______________________ for a graduate in economics.

6 When you apply for a job, it is common to ask your previous employer for
______________________.
7 A survey showed that most temporary workers were hoping to be offered a
_____________________ post.
8 Applicants will be called for _______________________ between 15 and 25 May.

Unit 10: Self-Study

A
Nancy Oberweis is applying for a job at Agribank. Put her sentences (A-H) in the correct
order.

131
Unit 11: Self-Study
A
Create prefix and verb combinations to complete the sentences. Use the correct
form of the verbs.

132
 assess
down grade
locate
train
de centralise
date
develop
re launch
organize
regulate
up size
structure

1 If our company says it is going to _downsize_, I think that means we are out of a job.
2 Could you please __________________ us on how the project is progressing?
3 Lots of companies say they would like to ______________ responsibility and
authority.
4 Nobody knows what will happen to the company because it has not
_______________ since the last recession.
5 Our company is about to __________________ its head office to India.
6 Due to political unrest in the country, many companies began to ________________
the risk of doing business there.
7 Sales will increase If we __________________ the product under a different name.
8 The Chinese government has announced its plan to ______________ the telecoms
sector into three operators, each with wireless and fixed-line services.
9 The local council has plan to __________________ the whole area north of our
headquarters.
10 We bought the new software and then realized we need to __________________ the
staff to use it.
11 We want to use the money to __________________ all our computers with more
powerful processors.
12 Our government might ______________________ all internal flights to make the

industry more competitive.

B
Complete the sentences with will, would, won’t or wouldn’t.
1 We ________________ give you a more substantial discount if you paid cash.
2 If they didn’t find our terms satisfactory, they _______________ continue doing business
with us.
133
3 So if we order 200 units, you ________________ give us a 10% discount, is that right?
4 We ________________ be able to order more if you can’t deliver within a week.
5 If you can’t deliver this week, we ________________ have to turn to another supplier. 6
We ________________ have to look for another supplier if you were able to dispatch
immediately.
7 I am sure we ________________ get this contract unless we offer a lower price.
8 If I were you, I ________________ look for a more reliable supplier.

Unit 12: Self-Study

A
Complete the sentences with words from the box.
corruption discrimination fixing fraud espionage
testing trading laundering counterfeit pollution
1. European companies have developed a code of ethics to improve the defence
industry’s reputation, after allegations of bribery and ____corruption______ in
connection with some of its biggest names.
2. A California-based IT medical simulation company has developed a system to
predict the effects of cosmetics on human skin, cutting the need for animal
______________________.
3. The EU has investigated international banking agreements to see if there was price
______________________ in violation of EU competition rules.
4. The national commission on environmental ______________________
recommended that a third of the country’s fishing waters be designated
conservation zones, where fishing would be banned until stocks recovered.
5. The government says sex ______________________ is damaging to the economy
and plans to support workers’ rights.
6. Our rival’s summer collections has some items which are so similar to our own
new design that we think this might be a case of industrial
______________________.
7. The global watch group on criminal fund flows is investigating claims that football
clubs and other sports teams are being used as a means for money
_____________________.
8. China is the biggest source of ______________________ goods in the world.
9. Mr Mattison was fined € 30,000 for ‘a minor tax ______________________’ in
Finland after failing to declare € 11,000 worth of imported goods on arrival in
Helsinki from Switzerland.

134
 10. Because shares in both banks jumped 20% two weeks before the confirmation of
their merger, an insider ______________________ enquiry was opened.

Grammar Support: Self-Study

A
Adjectives and adverbs
1. Adjectives give information about a state of being
2. Adverbs give information about how things are being done

Basically, any adjective can be turned into an adverb by adding the suffix –ly.
On the occasion of the Geneva car saloon, Opel won an award with its new
model “Ampera”. This newly developed car is famous for its “Range
Extender” – a technical gadget that keeps drivers afloat without the threat of
being grounded on account of batteries running low. This technically
advanced component has been integrated into all new Ampera cars and also
into its sibling, the Chevrolet Volt. Test drivers say that the car works reliably
and economically.
They kindly invited me to their opening party last
Friday. That was a really kind invitation.

135
Beware of some exceptions:
Hard (adj + adv = hart) – hardly (adv = kaum)
Peter works very hard and is worn out in the evening.
Paul, however, has hardly ever worked in his life. He just parties hard.

Fast (adj +adv)

A BMW 8series is a fast car.
In case you drive it fast, you might lose control.

Good (adj) – well (adv)

We had good results last year.
The whole team worked very well.

Verbs referring to your senses are only used with the adjective:
You look good./ It smells delicious./ It tastes horrible./ That sounds really bad.

Exercise
Fill the spaces with the appropriate form:
1. Samsung have been able to report increasing_____ better results.
2. If you want to get ahead, you must work hard_____ .
3. You will avoid getting tickets from the police if you do not drive fast_____.
4. We are particular_____ interested in your new model, the Lee Slate.

B
Degree of Adjectives
Basically, the number of syllables of a word decides on the kind of flexion to be used.
One-syllable adjectives: the suffixes –er and –est are added.
Positive (as … as) comparative -er + than superlative –est + the
A fine mark A finer mark than last week The finest mark of the group
Their market share is as big Their market share is bigger Apple has the biggest
as ours. than ours. smartphone market share in
the US.
Exceptions

This is a good result. Far better than Jane’s. The best result ever.

What a bad performance It is worse than the average This is the worst mark I have
ever had.
There is not much They provided me with more Most information can be

136
 information available. input than last time. taken from our internet site.

Three and more syllable adjectives: use more … than respectively the most …
Positive Comparative /more…. than Superlative the most … of
A wonderful trip to Paris. More wonderful than my The most wonderful
trip to Vienna experience I have ever
made.

Two-syllable adjectives: they can take either form. Here, it is either the second syllable that
decides or the emphasis.
The following suffixes require adding –er and –est.
Positive Comparative Superlative
A happy winner Happier than the challenger The happiest of all
participants

Friendly service Friendlier than ever The friendliest service

Narrow profit margin Narrower than in the 90s The narrowest margin of the
last decade
Clever market research Cleverer than the year The cleverest questionnaire
before
Exceptions

This copier takes little ink The newer version consumes Our latest model takes the
only. even less. least ink of all.
Don’t raise so many details. Don’t raise more questions Peter raised the most
than necessary. questions of the group.

Adjectives with two syllables, which do not belong to one of the foregoing categories,
are dealt with as follows:
a) If the stress is on the first syllable, use more…. than / the most….
Peter is more handsome than his brother Paul. However, John is the most
handsome of all.
b) If the stress is on the second syllable, use: …er than… / the …st
The office is in a remoter place today because he needs to concentrate on his new
invention.
Complete the sentences using the adjectives in the correct form.
1. These days, petrol prices are very high. They are far (high)
______________________ than they were last year.
137
 2. Apple has reported (excellent) ______________________ figures in the
company’s history.
3. I have applied again for a job at BMW. This time I hope to be (successful)
______________________ last time.
4. Business ethics has become one of the (delicate) ______________________ areas
in the business world today.
5. File sharing seems to be (common) ______________________ than it used to be
in the past.
6. This new software has been made even (simple) ______________________ so
that new users can understand it easily.
7. The media coverage of the CEBIT was (good) ______________________ than
before.
8. P&T/Expo COMM China is a (large) ______________________ trade fair in Asia.
9. The cost of our stand at the CEBIT was (expensive) ______________________
than at the Barcelona fair.
10. It is not worthwhile investing money into (cheap) ______________________
stands.
11. The location of our stand is (important) __________________________ than its
size.
12. This time, we cannot rent as (much/many) ______________________ space as we
did in the past.

C
Adverbs of degree
Choose a suitable word from the box to fill the spaces.
Increasingly easily extremely unfortunately hugely deeply suitably awfully

If there is one certainty in life, it is that things change. And in the modern world, things are
changing __________________________ fast. This is especially true in the workplace,
where there is no longer the concept of a job for life. People are
__________________________ likely to work for many different
138
companies throughout their careers. It is ___________________
common – and __________________________ disturbing – for companies to say, “Why
should we train staff for them to leave for better jobs?” This is an
__________________________ old-fashioned concept because staff will move regardless
of whether they receive training or not.
So how can individuals be __________________________ prepared to meet the
challenges of change? This is not a question that can be
__________________________ answered, but we at TMP consultants believe we
have developed some __________________________ successful recipes that will
help you to get the best out of your employees while they stay with you.

D
Quantifiers
Fill the spaces with one word from the box.
more little fewer many much most little much a lot little
1. The MWC management fears that there will be _________________ exhibitors
at the fair than in the past.
2. The company’s R&D department gives only _________________ information
about their latest innovative product.
3. Although they solicited so _________________ professional advice from a
lawyer, they lost the case.
4. “No wonder their product failed. They had done only _________________
research into consumer behaviour.”
5. Had they invested _________________ dollars into marketing, the product
would have been a success.
6. _________________ of our yearly production is exported to EU member
countries.
7. _________________ of products do not meet consumer demand.
8. The market challenger hoped to supply as _________________ customers as
possible.
9. At the beginning of the course, she spoke only _________________ Chinese.
10. This project requires _________________ research into consumer behaviour, as
the market is completely new to us.

139
E
Pronouns
Fill the spaces with a pronoun from the box.
that this that this those this these this
1. I am very sorry, but _________________ information about the current staff
problems is rather useless. There are more urgent matters to tackle.
2. Here are the current sales figures. _________________ on the other slides seem to
be taken from last year.
3. He applied for a job with BMW, but _________________ was the worst interview of
all.
4. The CEO is confident that _________________ new product will meet the needs of
the consumer 100%, as they have put all their efforts in to its marketing.
5. “Can you remember _________________ presentation made by Steve Jobs at the
iPhone’s product launch?”
6. _________________ data is completely inappropriate to support the theory.
7. “I am afraid _________________ advice came a little late. They completely
overestimated their performance.”
8. “_________________ pieces of information are strictly confidential. Please keep
them top secret.”

IRREGULAR VERBS
be was /were been
beat beat beat
become became become
begin began begun
bet bet bet
bite bit bitten
blow blew blown
break broke broken
bring brought brought

140
build built built
burst burst burst
buy bought bought
catch caught caught
choose chose chosen
come came come
cost cost cost
cut cut cut
deal dealt dealt
do did done
draw drew drawn
drink drank drunk
drive drove driven
eat ate eaten
fall fell fallen
feed fed fed
feel felt felt
fight fought fought
find found found
fly flew flown
forbid forbade forbidden
forget forgot forgotten
freeze froze frozen
get got got
give gave given

go went gone
grow grew grown
have had had
hear heard heard
hide hid hidden
hit hit hit
hold held held
hurt hurt hurt
keep kept kept
know knew known
141
 lay laid laid
lead led led
leave left left
lend lent lent
let let let
lie lay lain
light lit lit
lose lost lost
make made made
mean meant meant
meet met met
pay paid paid
put put put
read read read
ride rode ridden
ring rang rung
rise rose risen
run ran run
say said said
see saw seen
seek sought sought
sell sold sold
send sent sent
shake shook shaken
shoot shot shot
show showed shown
shrink shrank shrunk
shut shut shut
sing sang sung
sit sat sat
sleep slept slept
slide slid slid
speak spoke spoken
spend spent spent
spit spat spat
split split split
142
spread spread spread
stand stood stood
steal stole stolen
stick stuck stuck
strike struck struck
swear swore sworn
sweep swept swept
swing swung swung
take took taken
teach taught taught
tear tore torn
tell told told
think thought thought
throw threw thrown
wake woke woken
wear wore worn
win won won
write wrote written

143
 Six Tenses Overview
NAME FORM USE KEYWORDS EXAMPLES

Present simple he/she/it adds ‘s’ to the verb 1. routines, habits, facts always, often, never, 1. I come from London.
2. sometimes, .... I work for Company X.
I swim 2km every day.
timetables/schedules (future) at 10:00 a.m. 2. The train leaves at 1 pm.

Present to be + verb + -ing 1. actions happening now/ around now, currently 1. I am reading a good book.
progressive now at the moment Taxes are getting higher.

2. planned actions (future) on Monday, next week 2. I am meeting a client on Friday.

Present perfect have/has + 3rd form of verb 1. unfinished actions for, since, so far in / 1. He has worked here for 5 years /
over / during the past since 2009.
years Prices have increased by 5% over
the past five years.
2. experiences recently ever, never just, 2. I have never been to China.
3. finished past already, yet 3. I have just finished the report.

Past simple regular: verb + -ed 1. finished actions yesterday, last week in 1. I went to Paris 2 years ago.
irregular: 2nd form of verb 1999, 2 years ago I moved to Germany in 1997.
I saw a good film yesterday.

Going to to be + going to + verb 1. 100% sure (evidence) 1. It is going to rain

2. (You see black clouds)
2. plans, intentions I am going to join a gym

Will will + verb 1. not 100% sure (predictions) 1. Do you think it will rain? (on
2. spontaneous decisions 2. phone) The other line’s
ringing. I will call you back.
129
Answer Key Unit 1: Answer Key
A
1 draw up
2 transport
3 maintain 4 issue
5 carry out
6 train

B
1. Do you know Mark?
2. Mark comes from …
3. is staying there
4. Is your brother working
5. What do you do?
6. normally I deal with
7. he is looking at how we
8. I am just preparing
9. I don’t believe it

C
2 takes
3 do / target
4 is not (isn’t) working
5 Are / investing 6 works
7 are (‘re) taking
8 is not (isn’t) selling
9 are (‘re) targeting
10 doesn’t (does not) invest

Unit 2: Answer Key

A2d 3b 4a 5c

B
2 however
3 despite
4 so
5 because
6 Despite
7 so
8 Although 9 However
10 although

Unit 3: Answer Key

A
1 brand
2 market
3 product 4 brand
5 product
6 market

B
3 that
4 and
5 √
6 up
7 of
8 √
9 √
10 and
11 an
12 √
13 our

C
1c 2c 3a 4b 5c 6c 7a 8a

D
1 will have
2 is going to buy
3 am going to meet
4 starts
5 are going to launch
6 does the train arrive
7 I will send
8 are going to open

147
E
1. normally leaves
2. Are you flying
3. I will call
4. are meeting at

Unit 4: Answer Key

A
Across Down
3 revenue 2 equity
5 investment 4 dividend
8 recession 6 stock
11 forecast 7 profit
9 share
10 debt

B
2 rise / fall
3 increase / decrease
4 soar / plummet
5 double / halve

C
The options which should be crossed out are:
2 over the last few years.
3 in 2002.
4 yet
5 last year?
6 for the past three years.

Unit 6: Answer Key

A
Across Down
2 dumping 1 subsidise
4 borders 2 deregulation
7 quotas 3 free trade
8 tariffs 5 customs
9 controls 6 import

148
B
Rewrite these sentences using an appropriate modal form to replace the words in italics.
2. I mustn’t forget to fill in the import forms.
3. If you are invited for dinner, you should buy your hosts some flowers.
4. In many countries, you mustn’t point your finger at people.
5. You have to drive with your seat belt on.
6. I know most of my colleagues quite well, so I don’t have to address them by their
surname.
7. All visitors have to wear their name badges at all times.
8. In Canada, you mustn’t smoke in most public places.

Unit 7: Answer Key

A
2 encouraging
3 realistic
4 diffident
5 approachable 6 radical

B
1 idealistic
2 ruthless
3 critical
4 distant
5 conservative
6 casual
7 assertive
8 cautious

C
2 A new range of jewellery is being developed.
3 The earrings will be made by Rashid Singh Enterprises 4 This range of
products should be discontinued immediately.
5 The new drugs are going to be tested by scientists.
6 The number of subsidiaries has been reduced dramatically.
7 The marketers’ ideas were regularly reviewed by the CEO.
8 Some modifications could be made.

149
Unit 8: Answer Key

4 and
5 it
6 that
7 √
8 in
9 our
10 they 11 about

Unit 9: Answer Key

A
1 a probationary period
2 applicant
3 shortlist
4 a cover letter
5 a vacancy
6 a reference
7 permanent
8 interviews

Unit 10: Answer Key

A
2h 3g 4b 5f 6d 7c 8e

Unit 11: Answer Key

A
2 update 8 reorganise
3 decentralise 9 redevelop
4 restructured 10 retrain
5 relocate 11 upgrade
6 reassess 12 deregulate
7 relaunch

B
2 wouldn’t
3 will
150
4 won’t
5 will
6 wouldn’t
7 won’t 8 would

Unit 12: Answer Key

A
2 testing
3 fixing
4 pollution
5 discrimination
6 espionage
7 laundering
8 counterfeit
9 fraud
10 trading

Grammar Support: Answer Key

A
1. increasingly better results
2. must work hard
3. do not drive fast
4. particularly interested

B
1. far higher than
2. the most excellent figures in
3. more successful than
4. of the most delicate areas
5. to be more common than
6. even simpler so that
7. was better than before
8. the largest trade fair
9. was more expensive than
10. into the cheapest of stands
11. is more important than
12. as much space as

C
151
1. awfully fast
2. increasingly likely
3. extremely common
4. deeply disturbing
5. unfortunately outmoded
6. suitably prepared
7. easily answered
8. hugely successful

D
1. fewer
2. little
3. much
4. little
5. more
6. much
7. many
8. many
9. little
10. a lot of

E
1. this information about
2. Those on the other slides
3. but that was the worst interview
4. that this new product will meet
5. that presentation by Steve Jobs
6. This data is
7. I am afraid this advice came
8. These pieces of information are…

152