first insights into business ocr (835550), страница 6
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Listen to these sentences.1 They should take women more seriously.2 They should fit car phones.3 The adverts should give more information.2LanguagePractice4.4 Now listen and repeat.1 Match each situation w ith a suitable recommendation or solution.SOLUTIONSITUATION21 We are losing our reputation as afirst-class agency.a We should try to offer somethingspecial and focus on excellentcustomer care.2 Many of our models are not makingmoney for the agency.b The shareholders are very unhappyabout this.
We should find ways toimprove the situation quickly.3 The costs of running the agency arevery high.c The MD should decide not torepresent these girls. He ought toattract new models.4 The financial position is very weak.d We should think of ways of reducingthem.5 The model agency business is verycompetitive.e We should appoint someone with anew strategy to run the company.Here is some advice on how to deal effectively w ith problems.W h ic h a d v ic e d o y o u fo llo w ? « , / i * .
boxes□□□□□□□□Don’t avoid a problem, deal with it.Don’t see all problems as other people’s problems. Focus on yourself.Don't blame people, look for solutions.Look at a problem as an opportunity - to learn something or to achieve something.Think ahead to prevent problems.When something is important, deal with it. Don’t wait until it becomes urgent.Don’t always look for ‘quick fixes’, or temporary solutions. Identify the real causeof the problem and work to find a solution to this.Don’t try to change the things you can’t change.
Learn to accept them.3 Now work w ith a partner. How are you sim ilar and how are youdifferent? Give each other advice.3939a An increasing number of women buy cars nowadays.bCar manufacturers should aim their advertisements at male and female buyers.c Car manufacturers and car dealers should take wom en buyers seriously andthink about the different needs of male and female buyers.Read the first paragraph only and say w hich o f these points the w ritermakes.2Read the text and complete the summary on page 41.Car giant sends in the spy girlsHit squad to check on deals for womenfemale customers and that theyget a fair deal.p O R D has set up a female 6It claims to be the onlyI ‘spy’ team to visit dealersEuropean car maker to haveand make sure they treatsuch a panel.The team is made up ofwomen car buyers seriously 7British women Ford workersand with respect.and others from nine EuropeanThe company says womencountries.
It has 16 permanentnow buy four out of every 10members supported by anew cars sold in Britain.sub-committee of 40. “ I t ’sThisisthehighestviews are keenly sought* inproportion in Europe whereresearchandvehiclethe women buyers’ shareappraisal programmes.*’’ saidaverages three in ten.a Ford spokesman.And Ford says the proportionof women buyers w ill continue 8“ The panel’s members alsoto increase in the next decade.participate in advertisingclinics* and go on ‘mysteryThe company’s Internationalshops’ during which theyWomen’s Marketing Panel willvisit dealerships posing as*ensure that its products andprospective buyers.”service meet the needs ofby DAVID BENSON Motoring Editor154321234540409“Reports are then fed back tosenior management so thatrecommendations can beconsidered in future plans.”* kee nly so u g h t: [the panel'sopinions] are taken very seriously* a p p ra is a l p ro g ra m m e s : a series oftests* a d v e rtis in g clinic: a place tobrainstorm or discuss ideas aboutadvertising* to po se as: to pretend or makebelieveThe Express■TroubleshootingFord Motor Company has a 1‘_______’ team called the International2_________________________ .
The team has 3_________ members and ismade up of British 4____________ and others from 5_________European countries. Their purpose is to visit dealers to check that6____________ take women’s views and experiences seriously because womenbuy 7__________out of every 8__________ cars in Britain. The team write9____________ for 10____________ so that they can make recommendationsfor the future.3VocabularyWork in pairs and do a SWOT analysis for Ford.Synonymsi Look at these phrases from the article on Ford.
A ll three refer to the samething, in other words they are synonyms.car giantFordcar makerMatch a phrase on the left w ith a synonym phrase on the right.SYNONYMPHRASE1 women's marketing panela to visit dealerships2 women car buyersb to ensure3 to tour dealersc female 'spy' team4 to make sured female customersWord building2Complete the table w ith words from the text.3NOUN1VERBto buy2 an increase3to produce4 participation5 a visit63to recommendChoose five words from exercise 2 and w rite a sentence using each.4141u n it fo u rW r it in gClauses of purpose1 Clauses o f purpose answer the question w h y...? or w h a t fo r...?Match each sentence a-c w ith one o f the three patterns in the box below.a The panel exists in order to make sure that dealers take women car buyersseriously.b Ford has set up a 'spy' team to tour dealers.c Reports are fed back to senior management so that they can consider therecommendations.1 to infinitive...2 in order...
+ infinitive w ith to3 so that... /in order that (+ subject + verb)2Match each question w ith an answer.SITUATIONSOLUTION1 Why are we opening the office inDublin?"n .2 What is the meeting for?a In order to make recommendations.\3 Why is Ford sending in 'spies'?4 Why is the consultant visiting?5 Why is the company changing itsadvertising?b In order to get information aboutdealers.1 < To discuss the problems with sales.V d So that we can develop the Irishmarket.e So that more women buy its products.6 Why are you planning for next yearnow?f7 Why are you asking the models toleave?g So that 1 can anticipate any problemsIn order to make the company moreprofitable.and try to prevent them.3 Combine the tw o parts to make one sentence.Example:We are opening an office in D ublin so that we can develop the Irish market.44Work in pairs and answer the questions below.
Use a clause o f purposefo r each.1 When companies are experiencing difficulties, why do they bring in peoplefrom outside such as management consultants?2 Why do companies set up advisory panels?3 Why do companies have strategy meetings?4 What is the purpose of the recommendations section of a report?G ra m m a r R e fe re n c e p a g e 155TroubleshootingListening■1 You are going to listen to an interview w ith a manager abouttroubleshooting on large projects.Before you listen, w ork in pairs and predict possible answers to theinterviewer's questions.1 Why do you think troubleshooting, or solving problems, is so im portant inbusiness?2 Are there any particular areas w hich are typical trouble spots?3 Do you think that everyone has a role in troubleshooting and anticipatingproblems, or do you see it as only a managerial skill?4 Do you have any tips for solving problems?5 What's the one most im portant strategy to avoid problems?24.5 Now listen to the interview and complete the manager's answers.Some gaps need more than one word.1 Business is com petitive in terms o f _______________a n d _______________ .2 Problems c a n _______________money a n d ________________ time.3 At the beginning of a project often people d o n 't____________________________.4 Planning helps to make sure th at e verybody________________________________.5 In a project everybody should make sure that th e y _______________ andanticipate problems.6 It's im portant that a project te a m _______________ well.7 You should try to have a _______________ spirit in a project.8 In order to avoid problems you should b e _______________ about the num ber ofpeople working on the project, t h e _______________ and the_______________ of the project.9 When you put pressure on a project y o u ___________________________________.3Are the manager's answers sim ilar to yours?4343unit fourBusinessCommunicationReport writing: recommendations1 You are going to w rite the recommendations to go at the end o f a report.First read the memo from the Customer Services Assistant at Midwest Bank.MIDWEST BANK picMemorandumTo: Susanna SantosDate:^ rom-Subject: Customer Service QuestionnaireThe findings of a recent survey of our customers show that customers are dissatisfied inthe following areas:••••••staff attitudes (rude and uninterested)local managers (don't have enough authority)bank charges (very high)service is not flexibleself-service machines (unreliable)premises (unattractive)Following discussions, I recommend that we do the following things (in order of priority):1 We should ...2...2 Work in pairs.
Discuss the findings o f the survey and agree an order ofp rio rity fo r dealing w ith the areas o f dissatisfaction.Student A: You collected the results of the survey.Student B: You are Student A's boss.3Decide on a recommendation fo r each point.4Now write the recommendation section o f the report.Example:RecommendationPurposeWe should cut bank chargesso that customers don't switch banks.5 Work in pairs.Student A: From the IMG SWOT analysis (page 37) write a list ofrecommendations for IMG. Say what the purpose is of each recommendation.Student B: Write a list of recommendations for the report that Ford'sInternational Women's Marketing panel write for the Ford management.Say what the purpose of each recommendation is.6 Read your partner's recommendations.
Write some comments about theideas, the grammar and the spelling.►Business W ritin g W o rk b o o k page 6 944ГTroubleshootingFinal TaskW ork in pairs. You w ork fo r a lu xu ry goods company. Read your card androleplay the meeting.Student A: Read the card below.Student B: Read the card on page 147.STUDENT AYour partner is a colleague. Ask for his/her help w iththe following situations.1 Your customers are moving to your competitorsbecause their prices are low.2 A new overseas customer is coming to visit yourcompany for the first time.3 One of your members of staff is working until verylate every evening.4 A new product is not selling well.
You think theremay be a design fault.Now offer your partner some help w ith his/herproblems.4Checklist for U nit 4:] 1 W hat do you understand by the term troubleshooting ?j 2 What can you do to avoid problems?] 3 What sort of analysis can you do to assess a company's situation?] 4 What verbs can you use to make recommendations?] 5 Why are you learning English? (Use a clause of purpose!)45■unitCompany HistoryIn this u n it:Language FocusPast simple: regular and irregular verbsPronunciation: past simple endings /t/ /d/ /id/SkillsWriting: sequencing ideasReading: company history of BicListening: company history of Zurich FinancialServices CroupVocabularyAdjective and noun partnersBusiness CommunicationCompany presentationKey VocabularyLead-inm s.l Companies often include details about their history in their marketingliterature, their annual reports and company presentations, in order to show thatthey are established, and have experience in their field.
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