Bài giảng môn đọc tiếng anh 4 en32 thi tự luận

BÀI GIẢNG MÔN ĐỌC TIẾNG ANH 4 EN32 THI TỰ LUẬN Ghi chú: Có bản dịch tiếng việt ở cuối tài liệu Tài liệu này dùng để đi thi. UNIT6: ADVERTISING — The Harder Hard Sell Read the text and do the activities that follow. The Harder Hard Sell It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didnt know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain. The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of longterm changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With betterinformed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work.

BÀI GIẢNG MÔN ĐỌC TIẾNG ANH 4 EN32- THI

TỰ LUẬN Ghi chú: Có bản dịch tiếng việt ở cuối tài liệu

Tài liệu này dùng để đi thi.

UNIT6: ADVERTISING

— - - The Harder Hard Sell

Read the text and do the activities that follow.

The Harder Hard Sell

It was Lord Leverhulme, the British soap pioneer, who is said to have complained that heknew half of his advertising budget was wasted, but didn't know which half The realeffects of advertising have become more measurable, exposing another, potentially morehorrible, truth for industry: in more cases, it can be a lot more than half of the budget that

is going down the drain

The advertising industry is passing through one of the most disorienting periods in itshistory This is due to a combination of long-term changes, such as the growing diversity

of media and the arrival of new technologies, notably the internet With better-informedconsumers, the result is that some of the traditional methods of advertising and marketingsimply no longer work

The media are the message

But spending on advertising is up again and is expected to grow this year by 4.7 per cent

to $343 billion How will the money be spent? There are plenty of alternatives tostraightforward advertising They range from public relations to direct mail and includecustomer promotions (like paying a retailer for shelf space), telemarketing, exhibitions,sponsoring events, product placements and more These have become such aninseparable part of the industry that big agencies are now willing to provide most ofthem

As ever, the debate in the industry centers on the best way to achieve results It is morecost-effective, for instance, to use a public relations agency to invite a journalist out to

lunch and persuade him to write about a product than to pay for a display ad in thatjournalist's newspaper? Should you launch a new car with glossy magazine ads, or - assome car makers now do - simply park demonstration models in shopping malls andmotorway service stations? And is it better to buy a series of ads on a specialist cable TVchannel or splurge $2.2m on a single 30-second commercial during this year's SuperBowl?

Net Sales

Such decisions are ever harder to make For a start, people are spending less time readingnewspapers and magazines, but are going to the cinema more, listening to more radiosand turning in ever-increasing numbers to a new medium, the internet (see chart 1) Noone knows just how important the internet will eventually be as an advertising medium.Some advertisers think it will be a highly cost-effective way of reaching certain group ofconsumers But not everyone uses internet and nor is it seen as being as beingparticularly good at building brands So far, the internet accounts for only a tiny slice ofthe overall advertising pie (see chart 2) although its share has begun to grow rapidly.Despite all of these new developments, many in the advertising business remainconfident Rupert Howell, chairman of the London arm of McCann Erickson, points outthat TV never killed radio, which in turn never killed radio, which in turn never killednewspapers They did pose huge creative challenges, but that's OK, he maintains: “Theadvertising industry is relentlessly inventive; that's what we do.”

VOCABULARY FOCUS

Vocabulary Building

Exercise 6.1 Choose the best answer (a, b or c) for each sentence bellow.

1 Which group of words all collocates with advertising?

a space, agency, campaign

b placement, audience, print

c advert, TV, target

I Use of us media, hours per person, per

year

— Radio Consumer internet

Cable & satellite TV I Daily newspapers

Broadcast TV

600 400

"i - 1 -I -I -1 -I -Ị -r 0

1997 98 99 2000 01 02 03 04

2 A good advertising campaign _ its message to its target audience.

4 Product placement means

a putting a product at the entrance to a supermarket

b arranging for a product to appear in a film or TV programme

c securing the product's position on the market

5 _ on advertising increases every year

9 When he's telling a story, it takes him ages

a to cut a long story short

b to get to the point

Vocabulary Skills Suffixes

A suffix is a combination of letters added at the end of a word or word root Its purpose

is either to form a new word or to show the function of the word For example, the suffix-er indicates a person who does something, so the word “teacher” indicates person whoteaches By learning the suffixes, we can form or recognize the function of words Thefollowing is a list of common suffixes

Noun Suffixes

People do things

-ee; -eer; - er; -or

Examples: employee, worker, visitor, engineer

People associated with

things and place

-an; -ian; - ist

Examples: Mexican, musician, artist

Feminine forms

-ess; -ine/trix

Examples: hostess, waitress, heroine/aviatrix

Diminutives -et; -let; -ling; -ule; -en

Examples: pocket, booklet, chicken, maiden, duckling,

molecule

The states of being

-age; -al; -ance/ence; - ary; -dom; -hood; - ion/sion/tion; -ism; -ity; -ment; - ness; - ship

Examples: storage, approval, acceptance, functionary,

kingdom, development, greatnessContain or hold a quantity

-ful

Examples: mouthful, handful

Adjective Suffixes Adverb Suffixes Verb Suffỉxes

-able; -ible; -ant; -ent;

-ary; -ory; -ish; -like;

-some; -ous; -worthy; - ly;

-y; -ful/less; -er; - east

Examples: responsible,

sensory, Godlike, ladylike,

dangerous ,trustworthy

-er;- est; -ly

Examples: hader, faster,

hardest, fastest, slowly, quickly

-ate; -en; -fy, -ify, -ize

Examples: speculate, soften,

sharpen, purify, tranquilize

Exercise 6.2 Use the right forms of words given and fill in the blanks in the

following passage.

People are tiring of ads in all their forms A recent study by Yankelovich partners, anAmerican consultancy, says that (1 resist) _ to the growingintrusiveness of marketing and (2 advertise) _ has been pushed

“People are getting harder to influence as (4 commerce) _ clutterinvades their lives,” say a recent report by Deutsche Bank It examined the (5 effect)

of TV advertising on 23 new and mature (brands) of (6.package) _ goods and concluded that in some cases it was a waste oftime.

The (7 effect) of advertising is a hugely controversial area (8.convention) wisdom in the industry is that sales may wellincrease for a certain period even after the advertising campaign ends, but there comes a point when sales start to decline and it becomes (9 extreme) _expensive to rebuild the brand

SKILLS FOCUS

Reading for Main Ideas

Exercise 6.3 The following questions refer to information given in paragraphs 1- 6.

Which paragraphs are referred to in each?

1 Why have some forms of advertising become ineffective?

2 What are the two weaknesses of the internet as an advertising medium?

3 What new services have advertising agencies started to offer?

4 What happened in the past when new advertising media appeared?

5 How much does it cost to advertising at peak viewing time in the USA?

6 What promotion of the money spent on advertising may be wasted?

Reading for Details

Exercise 6.4.

A Are the following statements about chart 1 true or false?

1 Americans are spending more time reading newspapers

2 Broadcast television is more popular than satellite and cable TV

3 The number of radio listeners has increased significantly

4 Internet usage doubled during the period from 2000 to 2003

B Complete the sentences using chart 2

1 and were the two media onwhich advertisers spent the most

2 In the print media, was the least popular medium withadvertisers

accounted for a little over double the amount

Reading Skills Distinguishing Facts from Opinions

What is the difference between fact and opinion, and what does it matter, anyway? Itmatters a great deal, especially when it comes to reading comprehension

During your life, you'll be exposed to a wide variety of literature, ranging from analyticalarticles based on cold hard facts to fictional novels that arise wholly from the author'simagination However, much of what you read will be a mixture of facts and the author'sopinions Part of becoming a critical reader means realizing that opinions are notevidence; for opinions to be valid, they must be supported by cold, hard facts

Facts are:

• Things known for certain to have happened

• Things known for certain to be true

• Things known for certain to exist

Opinions, on the other hand, are:

• Things believed to have happened

• Things believed to be true

• Things believed to exist

As you can see, the key difference between fact and opinion lies in the difference

between believing and knowing Opinions may be based on facts, but they are still what

we think, not what we know Opinions are debatable; facts are not.

Using Facts to Support Opinions

Reasonable opinions are those based on fact; and indeed, that is what much of writing is:

the writer's opinion (an assertion about his or her subject) supported by facts or otherevidence

This is a good topic sentence, and it's an opinion Now, a good writer will show his or her

readers that this opinion is valid by supporting it with facts For example:

James is a terrific boss He always asks us how we're doing He lets us leave early or come in late when we have to take care of our children He always gives holiday bonuses And he offers tuition reimbursement for any course, even if it has nothing to

do with ourposition.

3 In broadcasting,

spent on radio

Notice how the topic sentence states an opinion, whereas the rest of the sentences supportthat opinion with facts about how James treats his employees Now that paragraph ismuch more effective than something like this:

James is a terrible boss I really don't like him He just can't get along with people And he has stupid ideas about politics.

Why is the first paragraph so much better? Because it's not just opinion It's opinionsupported by evidence The second paragraph is all opinion Every sentence is debatable;

every sentence tells us what the author believes is true, but not what is known to be true.

The author of the second paragraph doesn't provide any evidence to support why he orshe thinks that James is such a lousy boss As a result, we're not likely to take his or heropinion very seriously

In the first paragraph, on the other hand, the writer offers concrete evidence for why he

or she believes James is a great boss After the initial opinion, the writer provides facts

-specific things James does (which can be verified by other observers) that make him agood boss You may still not agree that James is a great boss, but at least you can seeexactly why this writer thinks so

Distinguishing Facts from Opinions

When you read academic materials, very often you will have to distinguish between factsand opinions - between what the writer thinks and how the writer supports what he or shethinks, between what is proven to be true and what needs to be proved

A good test for whether something is a fact or opinion might be to ask yourself, “Can this

statement be debated? Is this known for certain to be true?” If you answer yes to the first question, you have an opinion; if you answer yes to the second, you have a fact.

Exercise 6.5.

A Try these questions on the following statements Read them carefully, and then write F in the blank if the statement is a FACT and O if it is an OPINION The answers appear right after the questions.

1 The Academy Awards honor the film industry

2 The Academy Awards are always fun to watch _

3 More independent films should win Academy Awards _

4 The Academy Awards are an annual event

5. Best director is the most interesting Academy Award category _

6. There are many different ways to invest your money to provide for a

financially secure future Many people invest in stocks and bonds, but I think good old fashioned savings accounts and CDs (certificates of deposit) are the best way to invest your hard-earned money Stocks and bonds are often risky, and it doesn't make sense to risk losing the money you've worked so hard for True, regular savings accounts and CDs can't make you a

millionaire overnight or provide the high returns some stock investments do But by the same token, savings accounts and CDs are fully insured and provide steady, secure interest on your money That makes a whole lot of cents

B Which of the statements (or parts of the statements) should be read as Fact (F) and which should be read as Opinion (O)?

1 On my way to work once, I

saw a man walking down the street while

shaving with an

2 James Gleick is a science writer and the author of several fascinating books including Faster: The acceleration of Just About Everything

electric razor, which seemed

C Which of the following phrases are more likely to be associated with facts (F) and which with opinions (O)?

1 Professor Brown argues that

2 According to the latest statistics,

3 Several experts claim that

4 Scientists have discovered that

5 Research findings coníirm that

6 It is a commonly held belief that

7 Some people say

8 Many scientists suspect that

9 In his view,

10 As has been frequently demonstrated,

to me extraordinary

4 We are subject to certain

3 Despite the undoubted

speed of the internet,

there's a sense in which it

has made us even more

impatient

biological constraints For example, diseases can't be cured more quickly because we are in

a hurry

UNIT 7: EXPLORATION AND DISCOVERY

READĩ N(J Into the Unknown

Read the text and do the activities that follow.

Into the Unknown

1 In the days of Stanley and Livingstone, much of the world was still unexplored.Today, most places on the surface of the world have been mapped Some places,however, are still waiting to be discovered Some of these are underground, in deepcaves called blue holes

2 A blue holes is a special kind of inland underwater cave The cave forms when the

earth above it falls in Some of the world's most spectacular blue holes are located in

the Bahamas The islands there may have more than a thousand blues holes Thesecaves are very deep - for example, Dean's Blue Hole, the deepest blue hole in theworld, is more than 660 feet (200 meters) deep

3 Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and - in large amounts -

death Divers must also be fast They have to get in and out of a cave before their

oxygen run out Additionally, it's very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If

they lose the guideline, they may not find their way back out of the cave

4 If blue holes are so dangerous, why do explorers and scientists risks their lives to

explore them? One reason is that these underwater caves can provide valuable

scientific information They provide clues about geology, archaeology, and even

astrobiology - the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven't changed for millions of years.

Divers have also found bacteria that can live without oxygen Similar life forms

probably existed on Earth billions of years ago.

5 In addition, the oxygen-free environment of the blue holes preserves bones of

humans and animals that fell into the caves long ago By studying the blue holes, wecan understand what life was like in prehistoric times As cave diver Kenny Broadsays, “I can think of no other environment on Earth that is so challenging to exploreand gives us so much scientifically.”

Windows on an Alien World?

6 An inland blue hole's water is very still and has different layers A layer of freshrainwater floats on top of salt water The fresh water keeps oxygen from theatmosphere from reaching the salt water Brightly colored bacteria live where the twolayers meet Scientists believe these bacteria could teach us about life in outer space.Astrobiologist Kevin Hand says the bacteria may be similar to forms of life thatmight exist on Jupiter's fourth largest moon, Europa “Our study of life's extremes onEarth,” says Hand, can help increase “our understanding of habitable environmentsoff Earth.”

VOCABULARY FOCUS

Vocabulary Building

Exercise 7.1 Read the sentences below Look at the words around the bold words to

guess their meanings Then circle the best definition.

1 The mouse lemur is a creature that lives only in the jungles of Madagascar.

a a living thing that is not a plant

b a very small animal or plant

2 Scientists wonder if any life forms exist on other planets.

3 Mayor and her team survived an extremely dangerous journey through Africa.

4 The Expedition Africa team followed the path that Stanley took in the 1870s.

a went the same way as someone else

b showed someone the way to a place

5 Ujiji is located in the African country of Tanzania.

a discovered by explorers b found in a particular place

6 Explorers need to be careful of poisonous snakes and insects.

a able to kill you or make you ill b extremely large and powerful

7 Environmentalists are working to preserve rain forests that are in danger of being cut

down

a visit an unexplored area in order to study it and do research

b make sure that something stays the same and is not changed or destroyed

8 Explorers such as Mireya Mayor sometimes risk their lives on dangerous

expeditions

a do something knowing that it might have a bad result

b do something without knowing what you are really doing

9 It can be very dangerous to run out of drinking water during an expedition.

a find something that you need b have no more left of something

10 Our sun is only one of many stars in the universe.

a the whole of space b the planets circling our sun

Vocabulary Skills Finding the correct meaning of a word in the dictionary

Words often have more than one meaning When dictionaries include more than onemeaning, the different definitions are usually numbered When you are using a dictionary

to find the correct meaning for a word, it is important to read the entire sentence andconsider the context

Look at the example and the dictionary definitions that follow it Definition number 4 iscorrect

Mountains began to consume my thoughts.

Con.sume AWL /ks n'sum/ verb (T) (written) 1 to use something such as fuel, energy, or time.- 25

percent of the world's population consumes 80 percent of the planet's resources 2 to eat or drink

something: to consume calories 3 (used about fire) To burn: The fire consumed the whole building in half

an hour 4 (used about an emotion) to affect someone very strongly: She was consumed by grief when her

son was killed.

Exercise 7.2 Read the following sentences from the reading Into the Unknown and

look up the underlined words in your dictionary and write the correct definition based on the context Then compare your answer with a partner.

1 An inland blue hole's water is very still and has different layers

still: _

2 Some places, however, are still waiting to be discovered

discovered: _

3 They provide clues about geology, archaeology, and even astrobiology - the

study of life in the universe

clues:

4 Similar life forms probably existed on Earth billions of years ago

existed:

5 “Our study of life's extremes on Earth,” says Hand, can help increase “our

understanding of habitable environments off Earth.” extremes: _

SKILLS FOCUS

Reading for Main Ideas

Exercise 7.3 Complete the sentences with information from the reading text.

1 A blue hole forms when

2 The deepest blue hole is

It is deep

3 The gas near the top of the blue hole can cause

4 Divers in order not to get lost

Reading for Details

Exercise 7.4 Use information from the reading to fill in the blank in the following

sentences.

1 A layer of fresh _floats at the top of a blue hole

2 Unusual kinds of colored live beneath the top layer.Scientists think similar life forms might exist on a moon of _

3 The lower part of a blue hole is a layer of

_ from the atmosphere does not reach this layer

Reading Skills Using referents to understand contrasts

A referent is a word or group of words that refers to a noun that was mentionedpreviously Understanding referents will help you to become a better reader In the

reading Into the Unknown, the writer is focusing on how some places (those places have

been mapped) different from some places (those places are still waiting to bediscovered) Certain words and phrases are used to refer to contrast

Group 1 (The Minority) Group 2 (The Majority)

places have not been mapped places have been mapped

some places the rest of places

Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep

caves called blue holes.

Exercise 7.5 Read the following sentences and underline the words that refer to

people who like taking risks Put the words that refer to the majority of people.

1 Some people like adventure, while the rest of us run to the safety of the sidelines

2 They confirm that most of us reach a point that limits our appetite for extreme sports,but others have a much higher tolerance for sports

3 The fear that drives many people away from the risks of violent games may be thethrill that attract others.

4 In addition to not being afraid of risks, certain people may perceive risks differentlyfrom others

5 These types of people, as a result, may always be driven to adventures that othersconsider extreme

UNIT 8: GLOBALIZATION READĩ N(J The Global Product - the World as a Single Market

Read the text and do the activities that follow.

The Global Product - the World as a Single Market

A For business, the world is becoming a smaller place Travel and transportation are

becoming quicker and easier, communications can be instantaneous to any part of theworld and trade barriers are breaking down Consequently, there are tremendousopportunities for businesses to broaden their markets into foreign countries Thechallenge facing those promoting products globally is to determine weather marketingmethods should be adapted to different markets based on specific cultural factors

B Many theorists argue that, with the ‘shrinking of the world, global standardization is

inevitable Over time, and as economies develop, it has been suggested that consumerbuying patterns will blend into on another and national differences may disappear.Kellogg, the American breakfast cereal producer, has been very influential in challengingconsumption patterns in countries outside the United States In France, for example,breakfast cereals were almost unheard of, and market research suggested that the marketwas closed to companies like Kellogg However, today, there is a demand for breakfastcereal across France Nevertheless, the standardization of products for worldwideconsumption in this way is rarely the most effective strategy as is evident from ananalysis of the following key aspects of global marketing

C First of all, it is considered better business practice by many large, established

companies to change their products from one country to the next Take the example ofCoca-Cola The recipe for this drink is change to suit local tastes - the brand in the US ismuch sweeter than in the UK, whilst in India the product's herbs and flouring are givenmore emphasis In terms of the car industry, it would be too expensive for manufacturers

to develop and build completely different vehicles for different markets yet a singleglobal model is likely to appeal to no one In response to varying needs, Nissan, forexample, sells in 75 different markets, but has eight different chassis designs The FordMondeo was designed with key features from different markets in mind in an effort tomake its appeal as broad as possible The best policy, as far as most multi-nationalcompanies are concerned, is to adapt their product to a particular market

D Secondly, it is important to consider whether a product should be launched

simultaneously in all countries (known as a ‘sprinkler launch') or sequentially in onemarket after another (‘a waterfall launch') In practice, most companies producingconsumer goods tend to launch a new product in one or two markets at a time rather thanattempt to launch a product across a range of countries at a single time Many high-techproducts such as Blu-ray players reach the market in Japan before reaching the UK.Hollywood films are often seen in the United States weeks or months before they arrive

in other countries

E The advantage for firms is that it is easier to launch in one market at a time Effort and

concentration can be focused to ensure the best possible entry into the market Moreover,for technical products especially, any initial problems become apparent in a singlemarket and can be corrected prior to launch elsewhere Even though this method can betime- consuming, it is usually a safer approach than a simultaneous launch Despite this,

in certain highly competitive markets such as computer chips, companies such as Inteltend to launch their new products internationally at the same time to keep the productahead of its competitors

F The final consideration when planning to enter a global market, rather than assuming

the product will suit all markets is to take cultural differences into account Prices have toconvert to a different currency and any literature has to be translated into a differentlanguage There are also less tangible differences It is quite possible that commonpractices in one country can cause offence and have grave consequences for businesssuccess in another In one situation in China, a western businessman caused offence to agroup of local delegates because he started to fill out the paperwork immediately aftershaking hands on a deal Completing the legal documents so soon after the negotiations

was regarded as undermining the host's trust Knowledge about such culture differences

is absolutely vital

G Therefore, if a company is attempting to broaden its operations globally, it must take

the time to find out about local customs and methods of business operation Equallyimportant is to ensure that such information is available to all necessary workers in theorganization, For example, in order to attempt to avoid causing offence to passengersfrom abroad, British Airways aims to raise awareness of cultural differences amongst allits cabin crew

H It can be concluded that global standardization of products to ‘fit' all markets unlikely

to be the most viable option Marketing methods employed will depend on many factors,such as the type of products, the degree of competition, the reputation of the firm and/orthe brand, the state of the economy into which the product is to be launched and how andwhen to launch In short, the key to marketing success on a global level is to havesufficient information on how cultural differences are likely affect the marketing of aproduct and then allow the appropriate decisions to be made

VOCABULARY FOCUS

Vocabulary Building

Exercise 8.1 Read the sentences below and circle the choice which is closest in

meaning to the underlined word.

1 The challenge facing those promoting products globally is to determine weathermarketing methods should be adapted to different markets based on specific culturalfactors

a to attempt b to decide

2 In practice, most companies producing consumer goods tend to launch a new product

in one or two markets at a time rather than attempt to launch a product across a range ofcountries at a single time

a at the sane time b at difference time

3 Moreover, for technical products especially, any initial problems become apparent in

a single market and can be corrected prior to launch elsewhere

a before b after

4 It is quite possible that common practices in one country can cause offence and have grave consequences for business success in another

a minor b serious

5 It can be concluded that global standardization of products to ‘fit' all markets unlikely

to be the most viable option

a the worst choice b the best choice

Vocabulary Skills Participles as adjectives

In order to expand your vocabulary, we can learn the different forms of a word The present and past participle forms of many verbs can be used as adjectives

The present participle forms of verbs (-ing) can be used as adjectives

E.g walking stick, dinning room

The past participle forms of many verbs (PII) can be used as adjectives

E.g imported goods, recycled books

Present participle can be used as verbs or adjectives Let's look at the following

examples:

She is walking in the park at the moment (present participle as verbs)

My friend has bought a walking stick_for his grandmother (present participle as

adjectives)

Past participle can be used as verbs or adjectives Let's look at the following examples:

My mother recycled our course books by donating them to a local school (past

determine weather marketing methods should be adapted to different markets based onspecific cultural factors.

2 _ Over time, and as economies develop, it has been suggested that

consumer buying patterns will blend into on another and national differences maydisappear

3 _ Nevertheless, the standardization of products for worldwide

consumption in this way is really the most effective strategy as is evident from ananalysis of the following key aspects of global marketing

4 _The best policy, as far as most multi-national companies are concerned,

is to adapt their product to a particular market

5 _In practice, most companies producing consumer goods tend to launch anew product in one or two markets at a time rather than attempt to launch a productacross a range of countries at a single time

6 _The final consideration when planning to enter a global market, ratherthan assuming the product will suit all markets is to take cultural differences intoaccount

7 _Therefore, if a company is attempting to broaden its operations globally,

it must take the time to find out about local customs and methods of business operation

8 _It can be concluded that global standardization of products to ‘fit' allmarkets unlikely to be the most viable option

SKILLS FOCUS

Reading for Main Ideas

Exercise 8.3 Complete the sentences with information from the reading The Global Product — the World as a Single Market.

1 The world is getting smaller enables businesses to _ globally

2 The best policy, as far as most companies are concerned is to adapt their

products

to a particular market

3 Most companies consumer goods tend to launch a new product in one or twomarkets at a time rather than attempt to launch a product across a range of countries at asingle time

4 In certain highly markets such as computer chips, companies such as Intel

tend to launch their new products internationally at the same time to keep the productahead of its competitors.

5 The key to marketing success on a is to have sufficient information on howcultural differences are likely affect the marketing of a product and then allow theappropriate decisions to be made

Reading for Details

Exercise 8.4 Read the following sentences from the reading The Global Product — the World as a Single Market carefully and circle T (true) and F (false) The answers

are not in the speakers' exact words.

1 The companies which treat the world as single market with standardized

product are not always appropriate

2 considering whether a product should be launched simultaneously in all

countries or sequentially in one market after another is not essential

3 For technical products, any initial problems become apparent in a singlemarket

and can be corrected after to launch elsewhere

4 If a company is attempting to broaden its operations globally, it does not takethe time to find out about local customs and methods of business operation

5 It can be concluded that global standardization of products to suit all marketsunlikely to be the most viable option

Reading Skills Making inferences

Making inferences means reading “between the lines” of a text This means that a readerguesses something is true, based on what is written and on his or her knowledge aboutthe topic Making in references is a very useful skill for reading It is a way to get moreinformation from a text beyond what is written

Read this sentence from the reading The Global Product — the World as a Single Market Many theorists argue that, with the ‘shrinking' of the world, global

standardization is inevitable

What can you infer from this sentence? What do you think of when you see the word

shrinking? Something becomes smaller in size and amount The world is getting

smaller thanks to high technologies It can be easier for people to get in touch across

the world You can use what's written and what you already know to infer that youcan not avoid or prevent global standardization to happen in the world.

Exercise 8.5 Read the following sentences from the reading The Global Product the World as a Single Market and circle the inference that can be made from each

■' - Show me the money

Read the text and do the activities that follow Show me the money

Five teenagers tell us how they're already earning their own money.

A Hannah Ferguson

‘The original idea was to set up a website so that other girls my age could order make-upcheaply You see, I realized that if I bought lots of make-up from Hong Kong and thensold it through a website, I could make a profit In the beginning, the money came from

my parents, but I paid them back at the end of the first month Gradually the site grewand now I send make-up all over the country, and we offer advice and tips online I'vegot a couple of people who work for me part-time, like Alison - she's our beautician I

want to finish my education, and hopefully keep the website running at the same time,and then go into business in a big way after university The most important thing at thisstage is that I've proved to myself that I can do it The money is nice, of course, but it'snot the main reason I'm doing it.'

B Craig Little

‘There's never been that much money at home, especially since Mum and Dad gotdivorced, so I decided to try to make some myself I'm only 14, so there are legalrestrictions on what kind of work I can do, but I managed to get part-time work in acomputer shop It's good because it's something I know about, and it means that Mumdoesn't have to worry about giving me an allowance I can even help her out with billsoccasionally I don't spend much each week, so I usually manage to put a little in thebank for a rainy day, as they say.'

C Naomi Webster ‘Starting at the bottom and working your way up certainly teachesyou a lot It means that I already understand how the place works where the moneycomes from I've always wanted to go into hairdressing and I think it's important to startearning your money as soon as you can I mean, Mum and Dad work for their money, sowhy shouldn't I? I don't think about the future too much - I'm too busy learning andenjoying myself I never have any money left at the end of the month, but I don't mindbecause I know that

I spend it on things I enjoy

D Neil Chalmers

‘Delivering pizzas wouldn't be my first choice as a career, but it's fine for this stage of

my life I get to meet people, even if it is only briefly, and I like to be outdoors Nobody'sgoing to get rich doing this, but the money does make a big difference and I notice it atthe weekend when I can afford things that maybe others can't I think of myself as quite

an ambitious person, and I'm planning on studying to be an architect, so I'm not sure thisexperience is that relevant, really One thing I've learned is that you value money muchmore when you've earned it, and I appreciate the effort my mum and dad put in to makesure the family has enough The worst thing about the job is the unsociable hours - wheneveryone's out partying, I often have to be on my motorbike with a pizza.'

E Julian Partridge

‘I couldn't stand the idea of working, so I had to come up with some other way of makingmoney My parents usually give me what I need, but I was planning a camping holidaywith friends and it was important to me that I earned the money somehow I decided to

go to eBay - the website where you can sell all your old stuff to people from around theworld I didn't think I had anything to sell until my uncle pointed out that I had lots of oldaction figures They were still in the boxes, and apparently people collect them We sat

down and worked out what they were worth and I sold them In the end, we didn't make

as much as I'd hoped, but it was still enough to go on holiday with.'

VOCABULARY FOCUS

Vocabulary Building

Exercise 9.1 Match to make sentences

Use a word from the box in each gap to complete the phrases

Invest for fortune business poverty well

1 To be _off

2 To live in

3 To make a _

money5. To go it

6 To go into _

Match the above phrases to these definitions

a To try to achieve something

b To be rich

c To become rich

d To be poor

e To start a company

f To put your money into a business in order to make more

Vocabulary Skills Collocations with nouns

Vocabulary is generally used in groups of words that go together This is often referred

to as 'chunking', another common term for this is collocation Think about the noun

money Following are some combinations of money with other nouns:

money management

money supply

4 To

money order

Exercise 9.2 Choose the word that usually collocates with MONEY in these

sentences.

management | problems | laundered | market

1 He made a fortune dealing on the money

2 John was taught the skills of money _when he started primaryschool

3 This meeting is to deal with human resource issues, not with money

4 Money evidently gained through crime is "dirty" money, and money that has been " _" to appear as if it came from a legitimate source is "clean"money

SKILLS FOCUS

Reading for Main Ideas

Exercise 2.3 Circle the answer that best completes each statement.

1 Hannah Ferguson is

a a student

b both a student and a businesswoman

c an observer on how people buy cosmetics

2 Craig Little

a had a happy family

b could analyze the divorce of his parents

c learned money management skills since his parents' divorce

3 Naomi Webster is

a careful with money

b careless with money

c busy counting money

4 Neil Chambers

a feels happy with his job

b learns to understand his parents' labor more

c cannot pay for common things

5 Julian Partridge

a don't get what she needs from her parents

b worked out the way to earn money for her holiday

c was a store owner

Reading for Details

Exercise 9.4 Complete these questions WITH NO MORE THAN TWO WORDS.

1 Hannah started her business with the fund from

2 Since Craig was employed, his mom did not give him any

3 Naomi does not give much consideration to

4 Neil normally travelled on to deliver pizzas

5 Julian possessed a number of in the boxes

Reading Skills Using a timeline

Timelines provide readers with a visual framework that supports reading comprehension,whether it be in social studies, Science (e.g., life cycles), or simply in fiction ornoníiction stories

Exercise 9.5 Highlight the milestones in the history of euro from the text below.

Then complete the timeline in the table.

The euro was established by the provisions in the 1992 Maastricht Treaty To participate

in the currency, member States are meant to meet strict criteria, such as a budget deíicit

of less than three per cent of their GDP, a debt ratio of less than sixty per cent of GDP(both of which were ultimately widely ílouted after introduction), low inílation, andinterest rates close to the EU average

The name "euro" was officially adopted in Madrid on 16 December 1995 EsperantistGermain Pirlot, a former teacher of French and history is credited with naming the newcurrency by sending a letter to then President of the European Commission, JacquesSanter, suggesting the name "euro" on 4 August 1995.Due to differences in nationalconventions for rounding and significant digits, all conversion between the nationalcurrencies had to be carried out using the process of triangulation via the euro

The currency was introduced in non-physical form (traveler's cheques, electronictransfers, banking, etc.) at midnight on 1 January 1999, when the national currencies ofparticipating countries (the euro zone) ceased to exist independently Their exchangerates were locked at fixed rates against each other The euro thus became the successor tothe European Currency Unit (ECU) The notes and coins for the old currencies, however,continued to be used as legal tender until new euro notes and coins were introduced on 1January 2002.

The changeover period during which the former currencies' notes and coins wereexchanged for those of the euro lasted about two months, until 28 February 2002 Theofficial date on which the national currencies ceased to be legal tender varied frommember State to member State The earliest date was in Germany, where the markofficially ceased to be legal tender on 31 December 2001, though the exchange periodlasted for two months more Even after the old currencies ceased to be legal tender, theycontinued to be accepted by national Central banks for periods ranging from severalyears to forever (the latter in Austria, Germany, Ireland and Spain) The earliest coins tobecome non-convertible were the Portuguese escudos, which ceased to have monetaryvalue after 31 December 2002, although banknotes remain exchangeable until 2022

UNIT10: COMMUNICATION

- Defusing the Bomb

Read the text and do the activities that follow.

Defusing the Bomb

Synopsis: Communicating with the irrational customer, client or business associate.Communicating with someone who is angry is one of the most difficult businesschallenges a business owner can face Whether this angry person is a customer, client, anemployee or outside third party, being on the receiving end of their heightened emotions

is stressful The challenge of someone pounding their fist, shouting at you or makingunfair demands, forces you to respond as a disciplined, controlled and effectivecommunicator

When you are put face to face with hostility, the natural human response is to react inkind; however, in most situations this is not an effective strategy The key to breaking thecycle is to establish a mutual understanding By finding a common ground, you canresolve the conflict and begin to build communication, step by step

In order to be an effective communicator you need to shift the exchange from theemotional to the rational When faced with a situation where an angry and demandingindividual or group has a list of complaints, the owner/manager needs to communicateboth an understanding of their grievances and a willingness to collaborate to addressthem The four simple steps to 'defuse the bomb' are:

> Inquire: Being a focused listener calls for inquiring about the other person's issuesand concerns The goal is to not interrupt and to encourage them with eye contactand head nods

relate to them you must first say, "I (appreciate, understand or share) your(frustration, doubt or concern)." Then, you must commiserate by saying how inthe past you too have felt similarly

relevant information puts them in control, and thereby decreases their tension.Permission questions communicate that you are a reasonable person doing yourbest to reach an understanding

> Explain and offer choices: It's soothing for the upset individual to have a choice ofsolutions explained to them The more solution options you offer for a course ofaction, the greater their sense of control becomes This puts them in a morerational state where you can together begin to resolve the situation.

It is important to realize that this model does not always move in a simple and linearfashion You may often find yourself in a situation when some residual anger surfacesjust when you thought the problem had been solved You may have to recycle throughthe model again or spend a longer time on individual steps For example, an angrycustomer may take a long time to vent their initial anger

Remembering that anger is essentially fear turned inside out, you must let them express itall before you can move to a more rational platform of cooperation

Vocabulary Skills Prefixes

We use prefixes to change meaning They never change the part of speech (While most suffixes change the part of speech.)

Many prefixes give a word a meaning which is the opposite or negative of the original For example:

dis + appear = disappear

un + tie = untie

Following are some common prefixes:

anti + adjective/noun opposite anti- clockwise/ anti-climax

anti + noun / adjective against anti-theft device / anti-European

co + noun / verb together cohabit

dis + verb negative/opposite dislike / disembark

il + adjective opposite illegal

im + adjective opposite impossible

in+adjective opposite indirect

inter + adjective between intercontinental

ir + adjective opposite irregular

mis + verb wrongly/ badly mistook / mishandle

over + verb too much overwork

post + noun / verb after postgraduate

pre + noun / verb before pre- arrangement

pro + noun / adjective in favour of pro-Unions / pro-European

sub + adjective below substandard

super + noun/ adjective greater than superhuman

trans + noun / verb / across transplant /transcontinental

un + verb / adjective negative / opposite unlock / unhappy

under + verb not enough/too little undercook / undercharge

There are a few rules to add prefixes to make new words:

• We use il instead of in with words that begin with l:

il + legal = illegal

• We use im instead of in with words that begin with m or p: im + polite = impolite

• We often use ir instead of in with words that begin with r:

ir + responsible = irresponsible

Following are some common mistakes:

SKILLS FOCUS

Reading for Main Ideas

Exercise 10.3 Read the following statements and decide whether they are true or

false, according to the Reading Text above.

1 Well-trained communication skills help a business person get out of a tensionedsituation successfully

2 In most situations, when put face to face with hostility, one should react in kind

3 It is more important to show an understanding of your partners' grievances than to try

to solve them

4 Empathy means relating to the others' problems

5 Asking for permission helps to increase your partner's sense of being in control of thesituation

6 It is important to let the other party relieve their tension before you go on with yourbusiness transaction

Reading for Details

Exercise 10.4 Read the text above and complete these questions WITH NO MORE

THAN TWO WORDS.

1 A business communicator may challenge an angry customer, client, or third

party

2 Conflicts can be solved by establishing a

3 Effective communication requires a shift from to rational ways

4 Asking for permission from angry people might reduce

Reading Skills Identifying author's purpose, audience and tone

An effective strategy in reading is identifying the author's purpose, audience and tone

Who is Audience?

The group of readers to whom this piece is directed As they begin to write, studentsmust determine who the audience is that they intend to address It may be one person or aspecific group

What is the Purpose? The reason behind the text Readers need to consider the purpose

of the text in order to understand the layout or the argument and its logic

What is the Tone?

The attitude of the author The spoken word can convey the speaker's attitude and thushelp to impart meaning through tone of voice With the written word, it is tone thatextends meaning beyond the literal, and students must learn to convey this tone in theirdiction (choice of words), syntax (sentence construction), and imagery (metaphors,similes, and other types of figurative language)

Exercise 10.5 Read the text and answer the questions 1-4.

Tony's Place is crammed into a tiny building next to the Fine Arts Theater Theowners offer a menu of Italian food They've got the checkered table clothes, dimlights, and crusty bread They also know how to make a hearty red sauce Too badthey use it to drown delicate fish They also seem to lace everything with truckloads

of garlic

The service needs some work, too Our waiter didn't know what the specials were.Nor did he think to refill our water glasses before we asked With a combination offake-friendly chatter and outright nagging, he made us order, finish up, and clear out

He seemed to see us only as automatic tip machines The food and low prices bringthe customers in the door The service should not push them out

1 The tone of the passage is

A sad

B boastful

C plain and factual

D critical, or finds fault

2 The writer says, “He seemed to see us only as automatic tip machines.” The tone of this sentence is

A inform the reader.

B caution and entertain the reader

C flatter the reader

D sell something to the reader

4 In which sentence does the author use exaggeration to make a point about the food?

A The owners offer a menu of Italian food

B They also know how to make a hearty red sauce

C They also seem to lace everything with truckloads of garlic

D The food and low prices bring the customers in the door

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