market_leader_3e_-_intermediate_-_course_book (David Cotton, David Falvey, Simon Kent-Учебник Market Leader 3e издание)

i3rd EditionIntermediateBusiness English Course BookDavid CottonDavid Falvey,I,=PEARSON-LongmanFTFINANCIALTIMESSimon KentDISCUSSIONU N IT 1BRANDSC)C)LANGUAGE WORKSKILLSTalk about yourlistening: An interviewWords thaI go withTaking part infavourite brandswith a brand managerbrand. product andmeetingsReading: Building luxurymarketbrands - Financial Timespage 6UNIT 2TRAVELTEXTSCASE STUDYHudson Corporation:Decide how a luggagemanufacturer canPresent simple andprotect its brandpresent continuousWriting: e-mailTalk about yourListening: An interviewBritish and AmericanTelephoning:8TS: Retain a traveltravel experienceswith a sales director oftravel wordsmakingagent's key clientTalking about the futurearrangementsWriting: e-rnailManaging meetingsAcquiring Asiaa hotel chainReading: What businesspage 14travellers wantFinancial TimesU N IT3CHANGEC)Discuss attitudes toReading: Mercedes,Words for describingchange in generalshining star-changeEntertainment: Solveand at workFinancial TimesPast simple and presentthe problems arisinglistening: An interviewperfectpage 22from a recent mergerwith a managementWriting: actionconsultantminutesWORKING ACROSS CULTURES: 1 SOCIALISINGC)page 3 0REVISION U N IT A�page 32DISCUSSIONUNIT 4ORGANISATIONC)TEXTSLANGUAGE WORKSKILLSCASE STUDYTalk aboutReading: A successfulWords and expressionsSocialising:status within anorganisation -to describe companyintroductionsDecide on theorganisationFinancial Timesstructureand networkingrelocation site of alistening: An interviewNoun combinationspage 36InStep's relocation:shoe manufacturerwith a managementWriting: e-mailconsultantUNIT 5ADVERTIS INGC)Discuss authenticReading: A new kind ofWords and expressionsStarting andadvertisementscampaign- Financialfor talking aboutstructuring aDevelop anTimesadvertisingpresentationadvertising campaignlistening: An interviewArticlespage 44Alpha Advertising:Writing: summarywith a marketingcommunicationsexecutiveU N IT6MONEYC)page 5200 a Quiz andlistening: An interviewWords and expressionsdiscuss attitudeswith an investmentfor talking about financePresent a new ideato moneydirectorDescribing trendsto investorsReading: An inspirationalOealing with figuresMake your pitch:Writing: e-mailstory- Sunday TimesWORKING ACROSS CULTURES: 2 I NTERNATIONAL MEETINGSC)REVISION UNIT BC) page 62WRITING FILEC) page 126SOCIAL-CULTURAL GAMEC) page 132page 60ACTIVITY FILE� page 134CONTENTSDISCUSSIONU N IT7CULTURES=:Jpage 66U N IT8HUMANRESOU RCES=:J=:JSKILLSDiscuss theListening: An interviewIdioms for talking aboutwith the manager of abusiness relationshipsbriefing: Preparecultural awarenesscultural training centreAdvice, obligation anda talk on businessin businessReading: Culture shock-necessitySocial EnglishWriting: reportTalk about jobReading: Women atExpressions for talkingGetting informationFast Fitness: Findinterviewswork-about job applicationson the telephonea new manager forThanh Nien News-ing forms and infinitivesa health dub chainlistening: An interviewWriting: letterwith an internationalrecruitment specialistDiscuss theReading: Trade betweenWords and expressionsdevelopmentChina and the US- Chinofor talking aboutCompany: Negotiateof internationalDoily, Reutersfree tradea deal on leathermarketsListening: An interviewConditionsNegotiatingPampas Leathergoodswith an expert onWriting: e-mailnegotiating=:J page 90=:J page 92WORKING ACROSS CULTURES: 3 DOING BUSI NESS INTERNATIONALLYREVISION U NIT CDISCUSSION=:JBusiness culturecultureFinance Weekpage 82U N IT 10ETHICSCASE STUDYimportance ofpage 74U N IT9INTERNATIONALMARKETSLANGUAGE WORKTEXTSTEXTSLANGUAGE WORKSKILLSConsidering optionsCASE STUDYDiscuss questionsReading: The ethicsWords to describe illegalof ethics at workof resume writing­activity or unethicalBusiness Weekbehaviourdilemmas facing aNarrative tensesdrugs companyListening: An interviewpage 96Principles or profit?:Debate some ethicalWriting: reportwith the director ofan environmentalorganisationU NIT 11LEADERSH I P=:JPresentingLina Sports: DecideDiscuss the qualitiesListening: An interviewWords to describeof good leadershipwith the managingcharacteron the best leader fordirector of an executiveRelative clausesa troubled sportswearrecruitment companypage 104manufacturerReading: Leading L'OrealWriting: e-mail- Financial TimesU N I T 12COMPETITION=:JDo a quiz on howReading: Head to headIdioms from sport tocompetitive you arecompetition -describe competitionNegotiate newPassivescontracts withpage 1 1 2Financial TimesListening: An interviewwith a manager from theCompetition CommissionWORKING ACROSS CULTURES: 4 COMMU NICATION STYLESREVISION UNIT DGRAMMAR REFERENCE=:J page 146AU DIO SCRI PTS=:J page 152NegotiatingFashion House:suppliersWriting: e-mail=:J page 120=:J page 122GLOSSARY=:J page 1 67What isMarket Leader, and who is it for?Market Leader is a multi· level business English course for businesspeople and students of businessEnglish.

It has been developed in association with the Financial Times, one of the leading sources ofbusiness information in the world. It consists of 12 units based on topics of great interest to everyoneinvolved in international business.This third edition of the Intermediate level features completely updated content and a significantlyenhanced range of authentic resource material, reflecting the latest trends in the business world.If you are in business, the course will greatly improve your ability to communicate in English in awide range of business situations. If you are a student of business, the course will develop thecommunication skills you need to succeed in business and will enlarge your knowledge of thebusiness world.

Everybody studying this course will become more fluent and confident in usingthe language of business and should increase their career prospects.The authorsDavid Falvey (left) has over 25 years' teaching and managerial experience in the UK, japan and HongKong. He has also worked as a teacher trainer at the British Council in Tokyo, and was until recentlyHead of the English Language Centre and Principal Lecturer at London Metropolitan University.David Cotton (centre) has over 40 years' experience teaching and training in EFL, ESP and English forBusiness, and is the author of numerous business English titles, including Agenda, World of Business,International Business Topics and Keys to Management.

He is also one of the authors of the best·selling Business C/ass. He was until recently a Senior Lecturer at London Metropolitan University.Simon Kent (right) has over 20 years' teaching experience, including three years as an in·companytrainer i n Berlin at the time of German reunification. He is currently a Senior Lecturer in businessand general English, as well as having special responsibility for designing new courses at LondonMetropolitan U niversity.4INTRODUCTIONWhat is in the units?You are offered a variety of interesting activities in which you discuss the topicof the unit and exchange ideas about it.VOCABU LARYREADI NGLISTE NINGLANGUAGE REVIEWSKI LLSCASE STUDYWORKING ACROSSCULTURESREVISION U N ITSYou will learn important new words and phrases which you can use when you carryout the tasks in the unit.

You can find definitions and examples, and listen to thepronunciation of new vocabulary in the i-Glossary feature on the OVO-ROM.A good business dictionary, such as the Longman Business English Dictionary,will also help you to increase your business vocabulary.You will read authentic articles on a variety of topics from the Financial Times andother newspapers and books on business. You will develop your reading skills andlearn essential business vocabulary.

You will also be able to discuss the ideas andissues in the articles.You will hear authentic interviews with businesspeople and a variety of scriptedrecordings. You will develop listening skills such as listening for information andnote-taking. You can also watch the interviews on the OVO-ROM.This section focuses on common problem areas at intermediate level. You willbecome more accurate in your use of language. Each unit contains a Languagereview box which provides a review of key grammar items.You will develop essential business communication skills, such as makingpresentations, taking part in meetings, negotiating, telephoning, and using Englishin social situations. Each Skills section contains a Useful language box, whichprovides you with the language you need to carry out the realistic business tasksin the book.The Case studies are linked to the business topics of each unit.

They are basedon realistic business prablems or situations and allow you to use the languageand communication skills you have developed while working through the unit.They give you the opportunity to practise your speaking skills in realistic businesssituations. Each Case study ends with a writing task. After you've finished the Casestudy, you can watch a consultant discussing the issues it raises on the OVO-ROM.These four units focus on different aspects of international communication.They help to raise your awareness of potential problems or misunderstandingsthat may arise when doing business with people from different cultures.Market Leader Intermediate third edition also contains four revision units,each based on material covered in the preceding three Course book units.Each revision unit is designed so that it can be completed in one sessionor on a unit-by-unit basis.5STARTING U PIJWork with a partner.

List some of your favourite brands. Then answer thesequestions.1Il6Do you / Would you buy any of the following brands? Why? / Why not?Coca-ColaIkeaMicrosoftTescoChanelIBMGeneral ElectricVirginNokiaKellogg'sToyotaGoogleIntelSamsungFordMcDonald'sMercedes-BenzDisneyMarlboroChina Mobile2Which of the brands above do you think feature in the top-ten Interbrand list in both1999 and 2007? (Check your answer on page 134. Are you surprised?)3Pick some of the brands above which interest you. What image and qualities does eachone have? Use these words and phrases to help you.value for moneyupmarkettimelesswell-madeclassicdurableinexpensivecoolreliablestylishfashionablesexysophisticatedfun4How loyal are you to the brands you have chosen? For example.

when you buy jeans,do you always buy Levi's? Why do people buy brands?5Why do you think some people dislike brands?�)>> CDl.l Listen to two speakers talking about brands. What reasons does eachperson give for liking or disliking brands? Which person do you agree with?UNIT 1 •• BRANDSBBrandmanagementI!IBRANDMatch these word partnerships to their meanings_1loyalty2image�a) the title given to a product by the company that makes itb) using an existing name on another type of product3stretchingc) the ideas and beliefs people have about a brand4awarenessd) the tendency to always buy a particular brand5namee) how familiar people are with a brand (or its logo and slogan)6launchf) the set of products made by a company7lifecycleg) the use of a well-known person to advertise products8rangeh) when products are used in films or TV programmes9placementi) the introduction of a product to the market10 endorsementj) the length of time people continue to buy a product11 leaderk) the percentage of sales a company has12 researchI) customers of a similar age, income level or social group13 sharem) the best-selling product or brand in a market14 challengern) information about what consumers want or need15 segment0) the second best-selling product or brand in a marketComplete these sentences with word partnerships from Exercise A_1No one recognises our logo or slogan.