Language_Leader_Int_Binder (Language Leader Intermediate), страница 8

Askstudents to think about what the issues are that connect these two things anddiscuss together.1Students read the text and answer the vocabulary questions.1changed / modified / altered2method / approach3worldwide / global2Students decide which approach is being recommended in each case.1Approach 3 (different fridge but same advertising)2Approach 1 (same water, same advertising)3Approach 2 (same car but the advertising will focus on different things)4Approach 2 (same drink but the advertising needs to change)5Approach 4 (different hat, different focus in the advertising campaign)Possible follow-up activities1Students write more examples like those in Exercise 2.

Other students identify theapproach being advocated.2Choose a number of products or brainstorm them from the students. Form meetingswith groups of students (multinational groups if possible). The groups discuss the bestways to approach the promotion of the chosen products in their own countries. Theyshould identify which of the four approaches is going to work best in order to sell theproduct in all their countries.Copyright © 2008 Pearson Education.All rights reserved.www.pearsonlongman.com/languageleader/UNIT 5: STUDY SKILLSFeatures of formal lettersDaniel and Christine Parkinson have had to cancel their holiday in Spain in August.Because Christine is pregnant, she will be unable to fly. They bought their tickets fromthe airline FlySafe and are unhappy about the claims that FlySafe uses in itsadvertising.

Read their letter of complaint.16 JanuaryDear Sir/Madam,Following my telephone conversation with your office a couple of weeks ago, I am writing tocomplain about the problem with our tickets. Your advertising campaign keeps telling us yourslogan: ‘Sky High Service’. In our case, this could not be further from the truth. Every time I seeyour adverts on the TV or in the newspaper, they make me very angry!I enclose a copy of the letter I sent six weeks ago. In this letter, I confirmed that my wife ispregnant.

I even sent you a letter from my wife’s doctor confirming her pregnancy. As a result ofmy wife’s condition, we are now unable to fly to Spain in August (booking reference number0893421-25).In my original telephone conversation, your operator confirmed that we would be able to receivea credit note for the full price of the tickets. She said this was due to section 7e in your GeneralConditions of Carriage which clearly states that a refund may be available if tickets are cancelleddue to unexpected circumstances. This also matches the promise in your TV advertisements thatclaims to give refunds and top customer service to all your customers.However, after waiting for six weeks, I telephoned your office again today.

This time I spoke tosomeone different. I was told that, in these circumstances, we would not receive a credit note.Instead I was told that we should use our travel insurance. Unfortunately, we do not have travelinsurance as we did not consider it necessary. What happened to the ’personal customerrelations‘ promised in your magazine adverts?We sincerely hope that you will be able to help us with this matter.

We look forward to receivingthe credit note and thank you in advance for your help. You should make sure that you can fulfilthe promises of your advertising. Please do not hesitate to contact me should you require anyfurther information.Yours faithfully,Daniel Parkinson1 Answer the questions about some of the features of formal letters.ABCDEFUnderline a phrase that you can use to refer to a previous letter or telephone call youhave made about the same matter.What do you use at the beginning of a formal letter if you do not know the name ofthe person you are writing to?What do you use at the end of a formal letter if you do not know the name of theperson you are writing to?If you put something in with the letter, e.g.

a certificate, what phrase do you use to tellthe reader about it?Look at the final paragraph of the letter. There are two sentences that you could usein almost any formal letter without changing them. Which are they?There are four formal linking words or phrases in the letter, e.g. ’as a result of‘.These help to structure the letter, give the attitude of the writer and achieve a moreformal style. Can you identify them?Copyright © 2008 Pearson Education.All rights reserved.www.pearsonlongman.com/languageleader/UNIT 5: STUDY SKILLSTEACHER’S NOTESAim:Time:Materials:to give further practice in the style of formal letters.This worksheet is designed to be used after Lesson 5.5.20 to 60 minutesphotocopies of the worksheet for each studentFeatures of formal letters1Read the letter of complaint and answer the questions.AFollowing my telephone conversation with (Following my letter dated…)BDear Sir/MadamCYours faithfullyDI enclose….EWe sincerely hope that you will be able to help us with this matter.

/ Please do nothesitate to contact me should you require any further information.(These are good ‘closing statements’ for formal letters.)FAs a result of / However / Instead / UnfortunatelyPossible follow-up activities1Give students a slightly controversial advertisement. Students write a letter ofcomplaint, taking on a role if necessary. They should try to use some of the features offormal letters identified in the worksheet.Copyright © 2008 Pearson Education.All rights reserved.www.pearsonlongman.com/languageleader/UNIT 6: LANGUAGE PRACTICEPast continuous1 Read the story below.

Underline all the examples of the past continuous. In the box,there are four situations in which we use the past continuous (see the Unit 6Language reference for examples). For each example of the past continuous, whichuse explains it best (1 to 4)? The first one is done as an example.1to talk about background actions2to talk about a longer background action in the past when a shorter action interrupts itor happens during it3to talk about repeated actions in the past that take place over a temporary period oftime4to emphasise the duration or continuity of a past actionThis happened two years ago.

At the time I was working (4) in a bookshop. I was lockingup the shop one day when I saw this poster for a national business plan competition. Itwas a good time to see it! At the time, I was working on an idea for a new product which Ibelieved could make children more interested in books. I was going home every night anddeveloping the product in my garden shed. I suppose you could say I was running acompany from my own office! Anyway, I remember that I stopped and looked at theposter.

It was the end of the day. The sun was shining, people were going home fromwork, the sky was blue. I felt as if it was my destiny! I was so excited when I read it that Istarted running home. My head was so full of ideas that I wasn’t really looking where I wasgoing. I was just turning into my street when suddenly I heard someone shout in a reallyloud voice. I stopped and turned round. This really big guy was running after me wavinghis arms.

He was out of breath when he reached me. I was pretty scared and my heartwas thumping. He held up a bunch of keys – the keys to the shop. I had left them in thebookshop door.Business vocabulary2 Fill the gaps below with a word from the box. Each word is used once only.lossmakecompanyintroduceprofitfoundgocompetitorsproductbankruptlaunching112If you want toain this country, it’s fairly easy. You canjust register yourself as a business. It’s very cheap and doesn’t take very long. Youdon’t even actually need to be doing any business at all.

That’s it – a new company!234a newinto the market, you have to makeIf you plan to5a newsure that you have done some good market research first.6first is a big mistake.product without analysing your3 When you do your financial calculations for your business plan, do not be afraid to show7that your business will make ain the first two or three years. Most successful8abusinesses will spend a certain amount of time in the red before they start to9. The important thing is that you are honest in your financial calculations. Make sure all yourcosts are included. If you don’t take this advice, there is a good chance that you will1011in the first three years.Copyright © 2008 Pearson Education.All rights reserved.www.pearsonlongman.com/languageleader/UNIT 6: LANGUAGE PRACTICETEACHER’S NOTESAim:Time:Materials:to give further practice in the past continuous tense;to recycle selected business vocabulary studied in Unit 6.This worksheet is designed to be used after Lesson 6.3.20 to 30 minutesphotocopies of the worksheet for each studentPast continuous1Make students aware that this is revising and recycling the grammar content ofLesson 6.2.

Students should refer to the Language reference section of Unit 6 forexamples of the four uses of the past continuous which are given.This happened two years ago. At the time I was working (4) in a bookshop. I was lockingup (2) the shop one day when I saw this poster for a national business plan competition. Itwas a good time to see it! At the time, I was working (4) on an idea for a new productwhich I believed could make children more interested in books. I was going (3) homeevery night and developing (3) the product in my garden shed.

I suppose you could say Iwas running (3) a company from my own office! Anyway, I remember that I stopped andlooked at the poster. It was the end of the day. The sun was shining (1), people weregoing (1) home from work, the sky was blue. I felt like it was my destiny! I was so excitedwhen I read it that I started running home. My head was so full of ideas that I wasn’t reallylooking (4) where I was going (4). I was just turning (2) into my street when suddenly Iheard someone shout in a really loud voice. I stopped and turned round.