Đề cương bài giảng tiếng anh chuyên ngành (kế toán)

For most verbs we use the present simple of the verb do/does + subject + infinitive without to to form questions.. the length of time people continue to buy a product 7 lifecycle B Comp

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC SƯ PHẠM KỸ THUẬT HƯNG YÊN

ĐỀ CƯƠNG BÀI GIẢNG

TIẾNG ANH CHUYÊN NGÀNH

TRÌNH ĐỘ ĐÀO TẠO: ĐẠI HỌC CHÍNH QUY NGÀNH ĐÀO TẠO: KẾ TOÁN

(ACCOUNTING)

Hưng Yên, năm 2016

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Unit 1: Brands 1.1 Listening: Why brands matter

a Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultcy based in London In the first part of the interview she talk about why

we need brands Listen and complete these extracts

1 Brands are all about…

2 You know what a brand is…, what it…, what it‟s going to…

3 You actually trust it to… … … … again

4 One thing about brands is they add a lot of … and … and …, as well as giving you power to … things

b Listen to the second part of the interview and tick the points below which Sandra makes

1 People are very loyal to successful brands

2 Even successful brands are seen as just a product or a service

3 Apple was popular because it wasn‟t a big corporation

4 Apple customer felt that the Mac was an easy product to use

c Listen to the example Sandra gives of how Wolff-Olins helped a company with

1 What was the company?

2 What is its business sector?

3 What advice did they receive?

1.2 Reading: Outsourcing production

Made in Europe

By Jo Johnson, Fred Kapner and Richard McGregor

Almost every fashion label outside the top super – luxury brands is either already manufacturing in Asia or thinking of it Coach, the US leather goods maker, is a classic example Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets In March 2002 it closed its factory in

owned plant, andoutsources all its products

Burberry has many Asian licensing arrangements

In 2000 it decided torenew Sanyo‟s Japanese licence for 20 ten years

This means that almost halfof Burberry‟s sales at retail value will continue to be produced under licencein Asia

At the same time however, Japanese consumers prefer the group‟s made products Sanyo is now creating to this demand for a snob alternative to th

European-e BurbEuropean-erryproducts madEuropean-e in its factoriEuropean-es across Asia by opEuropean-ening a flagship storEuropean-e inTokyo‟s Ginza, where it sells Burberry products imported from Europe

that luxury comes from Europe and must be made there to be thebest.‟

Serge Weinberg, Chief Executive of Pinault Printemps Redoute, whichcontrols Gucci, says it will not move Gucci‟s production offshore

Yet some inthe industry recognize that change may be round the corner even for thesuperluxury brands

Patrizio Bertelli, Chief Executive of Prada, says:‟ The“Made in Italy” label is important but what we are really offering is a style,and style is an expression of cultureHe therefore recognizes that qualityfashion items may not always need to be produced in italy

Amitava Chattopadhyay, professor of marketing at Insead, the businessschool, says:‟ A brand is a set of associations in the mind of the consumerand one of thes

e is the country of origin

For luxury goods, the role of thebrand is crucial

To damage it is a cardinal sin and no brand manager willwant to get the balance between manufacturing location and the brandimage wrong‟

1.3 Language review: Present simple and present continuous

Can you give me some examples?

Yes, of course We use the present simple to talk about things which are repeated every day, every week, every year, etc

I usually get up at 7 o'clock

During the week I have swimming practice on Mondays, I dotaekwondo on

Tuesdays and tennis on Thursdays

We always go on holiday in the summer

I see And you use words for explaining more about the time too

Yes, we often use adverbs of frequency sometimes, often, usually or other time expressions like on Mondays, twice a week or in the summer

What about permanent states? What does that mean?

Permanent states are situations or feelings which are not temporary

I like him a lot

Sophie works as a travel writer

They live in London

We also use the present simple for general facts, for example when talking about science or geography

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Thailand is really hot at this time of year

Snakes live on the ground, in trees and in water

So what do I need to know about forming the present simple?

The main thing is that the third person singular forms end in -s or -es That's for he, she or it

He watches black and white films at his cinema club on Wednesdays

He thinks chess is a sport!

OK, and the other forms don't end in -s or -es? I watch TV a lot We think

Coldplay are boring

Correct!

What about questions and negatives?

For most verbs we use the present simple of the verb do/does + subject +

infinitive without to to form questions

Do you see him on Wednesdays then?

Does Jack like sports?

For negatives we use the subject + do/does + not + infinitive withoutto

Daisy and Jack don't go out together much at the weekend

I don't think Coldplay are boring

To go back to the idea of permanent and temporary things, what about this

sentence: Is your mum in Thailand this week? Isn't that temporary?

Yes, it is That's a very good point Normally we use the present simple for

permanent states, and the present continuous for temporary states, but some verbs are thought of as State Verbs and they are not usually used in the

continuous form

And the verb to be is one of those verbs?

Exactly! So even though staying in Thailand is temporary, we use the present

simple with the verb to be Here's another example:

How's Daisy? Is she with you?

But that isn't the question form you just told me about! Where's the do?

Ah, no I said 'for most verbs we use do in questions' The verb to be is different and so are modal verbs like can We'll look at the verb to beseparately because

it's different and very common

What are the other state verbs?

We'll look at those when we look at the Present Continuous Any more

questions?

Yes, what about: The train leaves at 5 in the morning? Isn't that talking about an

event in the future?

- Skills: Taking part in meetings

Talking part in meetings

Four marketing executives at a cosmetics company, Marvel Plc, are talking about licensing their 'Luc Fontaine' product range to an Asian manufacturer Listen to the conversation and answer the questions

1.Why do the marketing executives at Marvel Plc want to license their 'Luc

Fontaine' product range?

2.What advantages does Susan Li offer to Marvel?

3.According to Barbara, what is the disadvantage of offering a license to Susan

Li?

4.What suggestion does Barbara make to her colleagues?

Discussion: Two promotions

Case 1: Harley Davidson

In 2003 the Harley Davidson brand was 100 years old Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando

in the film The Wild One (1954), the typical consumer is very different They are likely to be rich, middle-aged accountants trying to recapture their youth The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected This caused many of the 150,000 riders and dealers to leave the event very unhappy Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see the trouble on the road ahead The problem is Harley Davidson‟s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking

Case 2: JCB

JCB is a world-famous engineering company It was founded in 1945 by Joseph Cyril Bamford He began his business working alone in a small garage JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines Now its world headquarters in England is one of the finest engineering factories in Europe The company produces over 130

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different models on four different continents and sells a full range of equipment

in over 150 countries It is truly a global brand

JCB‟s research showed that its customers associated with the company with the following brand values :‟yellow,‟digger‟, and „durable‟ Adult saw the brand and being functional Children, on the other hand, saw the brand as „big‟, „muddy‟ and „fun‟ JCB made a decision to stretch its brand

1 Where does the name JCB come from?

Its come from by Joseph Cyril Bamford

2 What was surprising about JCB‟s customer research?

Its customers associated with the company with the following brand values :

“yellow’, ‘digger’ and ‘durable’

3 What sort of products do you think JCB developed as a result of its research?

JCB makes construction and agricultural equipment such as tractors, moving vehicles and loading machines

earth-4 Can you think of a similar example of brand-stretching in your country?

a the name given to a product by the company that makes it 5 name

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 1 loyaltly

e how familiar people are with a brand 2 image

PRODUCT

f the set of products made by a company 8 range

g the use of a well-known person to advertise products 10 endorsement

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h when products are used in films or TV programs 9 placement

i the introduction of a product to the market 6 launch

j the length of time people continue to buy a product 7 lifecycle

B Complete these sentences with word partnerships from Exercise A

BRAND

1 The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an

example of brand stretching

2 Consumers who always buy Levi´s when they need a new pair of jeans are

showing brand loyalty

3 Not enough people recognize our logo; we need to spend a lot more on

raising brand image

PRODUCT

1 David Beckham advertising Vodafone is an example of product endorsement

2 A product lifecycle consists of introduction, growth, maturity and decline

3 The use of BMW cars and Nokia phones in James Bond films are examples

of products placement

1 Loyalty [ J ] a the name given to a product by the company that makes it

2 Image [ C ] b using an existing name on another type of product

3 stretching [ B ] c the ideas and beliefs people have about a brand

4 awareness [ E ] d the tendency to always buy a particular brand

5 name [ A ] e how familiar people are with a brand

6 launch [ I ] f the set of products made by a company

7 lifecycle [ D ] g the use of a well-known person to advertise products

8 range [ F ] h When products are used in films or TV programs

9 placement [ H ] i The introduction of a product to the market

10 endorsement [ G ] j the length of time people continue to buy a product

- Case study: Caferoma

BACKGROUND AND PROBLEMS 1 BACKGROUND

Caferoma

2 P R O B L E M S

Market share has declined by almost 30%

Consumers have become less loyal to brands and more price conscious(they are rather buying economy brands than premiere brands)

Supermarkets are selling own

‐

label brands at much lower prices

There are lot of „copycat‟ products – cheaper Italian style brands that

h a v e e s t a b l i s h e d t h e m s e l v e s a s a s t r o n g c o m p e t i t i o n t o h i g h end brands like Caferoma

Caferoma‟s brand image seems to be outdated, no longer excitin g and

Unit 2: Travel 2.1 Reading: Air rage

Road ragers in the sky

The psychology of air rage is a new area of study, and there are almost as many explanations as examples Most analysts of the phenomenon blame alcohol, but many people now think that the airlines are at fault To cut costs, they are cramming over more passengers into their aircraft, while reducing cabin crew, training and quality of service, all of which increase passenger frustration In

In the US, the soaring number of passenger complaints across a wide range of issues is reflected in a number of new Internet sites which criticise the airlines and demand better service One of the sites is demanding an air passengers' Bill

of Rights

Cabin and flight crews who are in the front line of the battle against disruptive and dangerous in-flight behaviour, have called for stiffer penalties against the offenders Management have also called for legislation - while denying that its cost-cutting practices have contributed to the problem But there are some signs,

in the US at least, that the airlines are at last attempting to respond to customer dissatisfaction Some major lines have announced concessions to the most frequent complaint of all, and are removing seats to make more room for their customers

2.2 Listening: A business traveller’s priorities

a Answer these questions before you read the article

1 What was your worst experience when travelling by air?

2 Why do some people get angry when they are travelling on a plane?

b Now read the article Which of these statements are true about the article? Correct the falses ones

1 People in groups are more likely to behave badly on planes

2 Drink is often the cause of problems on board

3 Airlines can do little to improve air quality

Skills: Making arrangements on the telephone

a Philippa Knight, Sales Director at The Fashion Group in NewYork, makes two telephone call to Maria Bonetti, a fashion buyer in London Listen and note: 1 The purpose of each call and 2 The result

b Listen to the first call again

- Case study: Work, Rest and Play

ICON is a computer software company based in Los Angeles, USA The Manager of its company travel service is making arrangements for some senior managers to attend a seminar in France The seminar starts on Friday July 5th

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and ends on Sunday July 7th It will include meetings to discuss work problems and executive games to encourage teamwork This is important because the participants are of different nationalities The participants will expect to work hard, then relax, enjoy the amenities of the hotel, explore the surrounding area and have a really good time The Manager of ICON"'s travel sendee wants to book a hotel which is both stylish and for money

Stage l

The Manager of ICON's travel sen ice phones the Account Manager for Corp ,: Travel at Universal Airlines He asks Universal to propose three hotels in France for die seminar The Account Manager of Corporate Travel asks for more details about the seminar and its participants Manager ICON's travel service: turn to page 140 Account Manager, Universal Airlines: turn to page 147

- Vocabulary: British and American English

Match the words and phrases below which have the same meanings For each pair decide which is British English and which is American English

2 city centre b lift

3 Carry-on baggage c public toilet

- Language review: talk about the future

We can use diffirent language form to talk about the future

1 We can use going to talk about what we intend to do and have already decided

to do

2 We use will to talk something we have decided to do at the time of speaking

3 We use the present continuous to talk about a fixed arrangement

Unit 3: Organization 3.1 Reading: A successful organization

Walk into SOL City, headquartesrs of one of the northern Europe's most admired companies, and it feels like you've entered a business playground Located in a renovated film studio at the heart of Helsinki, the office explodes with colour, creativity and chaos The walls are bright red, white and yellow; the employees wander the halls talking on yellow portable phones Lisa Joronen developed SOL Cleaning Service 11 years ago, out of a 150-year-old industrial

Lots of companies talk about decentralising responsibility and authority At SOL it's a way of life The real power players of the company are its 135 supervisors, each of whom leads a team of up to 50 cleaners These supervisors work with their teams to create their own budgets, do their own hiring and negotiate their

Lisa Joronen believes in autonomy, but she's also keen on accountability SOL is fanatical about measuring performance It does so frequently and visibly, and focuses on customer satisfaction Every time SOL lands a contract, for example, the salesperson works at the new customer's site alongside the team that will do the cleaning in the future Together they establish performance benchmarks Then, every month, the customer rates the team's performance based on those benchmarks "The more we free our people from rules," Joronen says, "the more

Laptops and cell-phones are standard equipment for all supervisors at SOL, freeing them to work where they want, how they want Inside the offices there's almost no room for paper So the company stores all critical budget documents and performance reports on its Intranet, along with training schedules, upcoming events and company news

3.2 Listening: Advising companies

Listen to the ecomments from diffirent places in the organization and write them down Then match them to the places

Skills: Socializing: Introductions and networking

Listen to the three conversations Choose the correct

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Greetingsomeone andtalkingaboutthepast Introducinganotherperson

- Case study: Auric Bank

Introduction In this case we get an entire scenario about how the Japan deflation

set in, what were the effects of the deflation on the economy as well as on the people of Japan It also mentions about the various reasons because of which Japan was in such a tight grip of Deflation, Depression, Demographics and Debts Guides us through the steps taken by the government in order to curb this deflation Imparts a great knowledge to us about the various economic terms like deflation, self-liquidating credit, Non-Self Liquidating Credit and how the people and economy of a country is affected by these Free markets economies are subject to cycles Economic cycles consist of fluctuating periods of economic expansion and contraction as measured by a nation's gross domestic product (GDP) The length of economic cycles (periods of expansion vs contraction) can vary greatly The traditional measure of an economic recession is two or more consecutive quarters of falling gross domestic product There are also economic depressions, which are extended periods of economic contraction such as the Great Depression of the 1930s From 1991 through 2001, Japan experienced a period of economic stagnation and price deflation known as "Japan's Lost Decade." While the Japanese economy outgrew this period, it did so at a pace that was much slower than other industrialized nations During this period, the Japanese economy suffered from both a credit crunch and a liquidity trap

- Vocabulary: Company structure

Match the words and phrases below to the correct place on the diagram

- Language review: Noun combinations

We can combine two or more noun several ways

NOUN COMBINATIONS

We can combine two or more nouns in several ways:

1 We use 's (possessive) to express a relationship between a person or

organisation and another person or thing

Julia's desk

her husband's car

This very often means that the relationship can be expressed using "have"

Julia has a desk

Her husband has a car

2 When two (or more) nouns are used together, the first nouns function as

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adjectives and describe the last noun

a business card

a job description

a company credit card

a management training program

3 Two nouns are joined by "of" when the ideas are more abstract

the cost of living

5 When compound nouns are used with a number in expressions of

measurement, the first noun is singular.a six-lane motorway

a four-day week

a five-year-old boy

EXERCISE

Choose the best noun combination in each group:

1 a) the meeting of today / b) today's meeting / c) today meeting

2 a) a letter of credit / b) a credit's letter / c) a letter's credit

3 a) a five-stars hotel / b) a hotel five-stars / c) a five-star hotel

4 a) technology of information / b) technology's information / c) information technology

5 a) head company quarters / b) company headquarters / c) headquarter's

company

Unit 4: Change 4.1 Listening: Managing change

- Maggie Miller is the Business Transformation Director of Sainbury‟s, one of the largest supermarket groups in the UK She is talking about the programe of change at Sainsbury‟s Listen to the first part of the interview

- Now listen to the first part again and answer these questions

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1 Why did the new Chief Excutive want to change things at Sainsbury‟s?

2 In which three areas was new investment necessary?

4.2 Reading: Change in retailing

US department stores launch counter-attack

This may help to explain why four times as many households visit discount stores as department stores Department stores face mounting competition from speciality retailers and discounters, such as Wal- Mart and Target Their steady loss of market share may be partly because the concept was born in a different era, a time when, for families, a trip to the stores combined shopping with entertainment

What is needed, say retail experts, is a new approach A typical example of this approach working is seen at Selfridges This UK group has recast itself from a

"sleepy 1970s-style department store" into a retailing 10 experience fit for the 21st century, says Wendy Liebmann, President of WWL Strategic Retail

One of the main changes is that more floor space is rented to vendors, in what is sometimes referred to as the showcase business model: vendors design their own booths and are encouraged to be creative

The Selfridges model, says Peter Williams, CEO of Selfridges, is about creating

an experience that is "new, interesting and different" where it is not just the product that is different He says the problem with US department stores is that they all look the same

Arnold Aronson, a management consultant, believes Selfridges could be a prototype for failing US department stores: "It has brought back excitement and novelty and is really seducing customers by developing the right merchandise In the right quantities at the right time."

price-14

The challenge department stores face is how to develop in a sector that is, essentially, not growing But if they adapt, many industry observers believe they will survive "The department store is not dead, it will live on," said Robert Tamilia, professor of Marketing at the University of Quebec "But it will not be the same animal it was before."

Skills: Taking part in meetings

Four executives are discussing changes to company working practices Listen to the meeting and answer these questions

1 Why does Nancy think the open-plan office is a good ideas?

2 Why are two of the people against introducing an open-plan office?

3 Why is Max against hot-desking?

Case study: Acquiring Metrot

Vocabulary: Describing change

- Write the verb from the box under the correct prefix to make words connected with change Use the good dictionary to help you Some of the words can be used with more than one prefix

Language review: Past simple and present perfect

- We use the past simple for actions at a particular point in the past

- We use the present perfect for actions linking the present to the point on the past

Unit 5: Money 5.1 Listening: Rasing business capital

Hugh Campbell is the fouder of GP Capital, a London – based finace film which raises money for entrepreneurs Listen to the first part to the interview and complete the chart

Listen to the second part of the interview and answer these

questions

According to Hugh, which three areas do venture capitalists look at when selecting companies to invest in?

What type of market is good to invest in and why?

What helps some businesses to win against other companies?

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What three questions would Hugh ask the management team?

Listen to the third part of the interview What kind of company does

Hugh describe? \/Yhy did he lime this type of company?

Listen to the final part of the interview Which of these statements

are true? Correct the false ones

Hugh was offered the chance to buy fifty percent of an Internet business

He didn‟t invest because he thought the management team was weak

The business did very well for a couple of years

It was sold for twenty times its original value

5.2 Reading: Reporting financial success

Before you read the articles decide which of these statements are true

Both Wal-Mart and Target Stores are based in the UK

Wat-Mart is the world‟s largest retailer

Target is not a competitor of Wat-Mart

Lee Scott, the CEO, said: "I am more optimistic about the year we have just started than I have been in several years I am not only optimistic about the economy and the continuing strength of the housing market but also encouraged about Wal-Mart's position."

Mr Scott was also encouraged by consumer spending, which he said was driven

by higher tax refunds and "eventually improvements in the jobs picture"

The world's largest retailer by revenues said 30 fourth-quarter profits rose 11 percent to S2.7bn, or 63 cents a share, compared with $2.5bn, or 56 cents a share over a year ago Revenues for the quarter increased 12.2 percent to S74.5bn For the full year, Wal- Mart's profits jumped 13.3 percent to $8.9bn or $2.03 a share, up from S7.8bn Revenues increased 11.6 percent from $229.6bn to

$256.3bn International sales were strong, contributing about S7bn to the near

$27bn gain in overall sales Mr Scott said Wal-Mart had a good year but the international division had an excellent year He stressed that, while gross margin was better than originally forecast, the improvement was thanks to the mix of merchandise, not higher prices "We are not raising 60 prices and have no intention of doing so," Mr Scott said

$15.57bn from $14.06bn, while same-store sales - from stores open at least a year - rose 4.9 percent Target said pre tax profit soared 18.5 percent at Target Stores At the department stores, which have been ailing, pre-tax profit jumped 15.6 percent at Marshall Field's but fell 0.3 percent at Mervyn's Credit card operations added $168m to pre tax profit in the recent quarter, up 11.7 percent from a year ago

For the full year Target's profits were $1.84bn, or $2.01 a share, up 11.4 percent from $1.65bn, or $1.81 a share, the year before Revenues rose 9.7 percent to S48.16bn from $43.91bn, driven by new stores, a 2.9 percent rise in same-store sales and growth in credit revenues

Skills: Dealing with figures

Saying numbers

Saying numbers

Castudy: Angle Investments

Angle Investments is based in Warsaw, Poland It is run by a group of rich

people who invest money in companies

At present, it has 10 milion to spend and it has chosen four companies as

potential investment

- Vocabulary: Idioms

Match the definitions z to 6 with the financial terms a) to I)

money owed by one person or organisation

to another person or organization

a period of time when business activity decreases

because the economy is doing badly

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a) gross margin

b) recession

c) shares

d) debt /difference between the selling price of

- Language review: Decribing trends

We can decribe trends in English in diffirent ways For example:

Verbs of change

Prepositions

Diffirent verb forms

Unit 6: Advertising 6.1 Reading: Successful advertising

1 What makes Nike's advertising tick

2 Phil Knight is prepared to take risks to give his company a sporting

However, he did agree to an interview in support of his being named Advertiser of the Year at the 50th Cannes International Advertising Festival this week He is the first person to win the award twice, and his genuine pleasure in it speaks volumes about why Nike produces such stand-out advertising

"It's the most prestigious award in the world advertising industry, and I feel pretty good about it," says Knight "Especially winning it for the second time It is a huge honour for the company."

Given his noted reticence, he is a surprisingly loquacious interviewee - when he wants to be The only subject off limits was the US lawsuit on whether Nike's corporate statements constitute advertising or not, and that only because it is "in the courts"

So, what is Knight's view on the subject of the hour, David Beckham, who wears Nike as his Manchester United strip, but has a personal deal with Adidas worth about £4m a year? He is succinct, if a little tongue in

He has built Nike's expansion into sport after sport from its athletics roots

on the back of sporting masters: Carl Lewis on the track; tennis's Jimmy Connors and John McEnroe; Tiger Woods, who led Nike into golf; Ronaldo and the Brazilian national football team; and Michael Jordan, who famously rescued the company

From the beginning Nike has been prepared to take a gamble on sporting bad boys others would not touch: Ian Wright, Eric Cantona and Andre Agassi spring to mind It was a strategy that began with Ilie Nastase, the original tennis bad boy The Romanian had the quality that has come to represent Nike and its advertising: attitude

"Part of our success is that we know who we are," says Knight "We defined ourselves It is our job to provide inspiration and aspiration for everyone interested in sports in the world We believe that everyone who has a body is an athlete."

It is a point taken up by the man Knight describes as his advertising

"MVP", or most valuable player Nike's long-term adman, Dan Wieden, co-founder of the Portland-based agency Wieden & Kennedy Wieden is himself in Cannes this week as president of the festival's film and print juries

"Nike is the real deal These guys are jocks They are happiest in the locker room Phil Knight is driven by a love of sport but not necessarily

by a love of business," he says, explaining what makes Knight and Nike stand out from competitors And a brief look at the company's history proves what anyone who has visited the Nike corporate campus at Beaverton outside Portland, Oregon, knows immediately: these guys really are jocks

In the 1950s Knight was a runner at the University of Oregon where his coach was Bill

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Bowerman, who later worked with the US Olympic track team Convinced that his athletes would do better in lighter running spikes than those made by the dominant German manufacturer, Adidas, Bowerman designed and made his own and his athletes started to break records wearing them

After graduating with an MBA at Stanford University, where he wrote his thesis on trainer manufacturing, Knight went on a world tour He stopped

in Japan, where the dominant track shoe brand was Tiger Knight set up Blue Ribbon Sports on the spot, and began importing Tiger running shoes

as a sideline to his day job as an accountant

In 1964 Bowerman and Knight each put $500 into the creation of the company, whose storeroom was the Knight family's laundry room By

1971 the duo wanted to set out on their own, and the name and the swoosh were born

Knight was determined to use famous athletes as endorsers, and because nearly all Nike's salesmen were also athlete acquaintances of the founders there was a genuine affinity between product and consumer

After extraordinary growth built on the new "waffle" sole invented by Bowerman, Nike grew to be number one trainer manufacturer in the US But Knight admits the company then lost its way as it failed to cope with its success It experimented unsuccessfully with expansion into non-athletic shoes, and lost its number one position to Reebok in 1986, leading

to the first lay-offs in the company's history

"It was a terrible thing," Knight recalls "We can never lose our performance base You can wear some of our products mowing the lawn, but we cannot concentrate on that or we would be dead."

Knight bet the company on a new air technology inside the trainer, launched it with a David Fincher-directed ad which used the Beatles track

"revolution", and then marketed the Air Jordan brand on the back of then rookie basketball player Michael Jordan The black and red shoes were banned by the sport's governing body, the NBA, for being "too colourful" Sales took off and the rest is history

Unsurprisingly then, Knight is absolute in his belief in celebrity endorsement and that Nike's athlete heritage helps land A-list stars Paying top dollar is a bonus, of course Most recently there was LeBron James, the 18 year-old high school basketball phenomenon signed by Nike in a seven-year $90m deal

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"You've got to remember that the others offered more," he says unapologetically, referring to the unseemly auction with Reebok and Adidas

Knight is in feisty mood: "Now we are the biggest in our industry, we have become the target for a lot of unfair criticism We don't like it but we are getting used to it Look at the World Cup Final of 1998 when Brazil lost to France and everyone said it was because we made Ronaldo play, which of course is not true No one said anything when Brazil won last year in Japan and Korea."

Surprisingly, he is even prepared to discuss the decade-long criticism of Nike for allegedly using cheap labour in Asia He says Nike will not use advertising to combat the negative publicity

"We did briefly use advertising in 1998 but we thought it wasn't very effective," Knight says "Instead we do a better job there by improving in the factories themselves, working with the local and international NGOs and bringing in journalists to show them this rather than just us ing advertising which only really draws attention to the subject."

Which brings us to the subject of globalisation and the vexing question in the world political climate of how American the brand can be Nike uses a mix of global ads such as "good v evil" and local advertising such as its famous poster campaigns in the UK

"We want the brand to stand for the same thing all over the world We don't want the brand to be different in Europe or Asia, but we know that is not easy," Knight responds "I accept our Americanism with an asterisk Our goal is to be a global company We will never duck our American heritage, and that's not a bad place to be As a friend of mine once said to

me, America and sports is like France and cooking."

During a 21-year partnership with W&K, Nike has created some of the world's most attention-grabbing advertising: Nike "good v evil" and the recent $3m Terry Gilliam-directed epic in cages on a ship, both for World Cups; "tag", last year's Cannes grand prix winner; famous ads starring Pete Sampras and Andre Agassi playing in the streets of Manhattan; Tiger Woods playing keepy-uppy with a golf ball; and Brazil's team playing soccer at the airport terminal It is a remarkable body of work, both in its variety, daring and consistent originality At Nike there is a streamlined decision-making process that gives marketing directors real power and a refusal to rely on market research pre-testing which so often neuters

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edgier commercials There is also the long relationship with one of the world's best ad agencies, and what Wieden describes as "an honesty about sport" Things only happen in Nike ads that sportsmen and women can really do

What's more, Wieden adds, "Nike constantly wants us to surprise and amaze them" This short statement really isn't the normal approach to advertising for a major global corporation in caution-stricken 2003

"My number one advertising principle - if I have one - is to wake up the consumer," concludes Knight, with an absolute conviction that is arguably unique among modern-day chief executives "We have a high-risk strategy on advertising When it works, it is more interesting There really

is no formula And it just doesn't matter at all without things like distribution in place too It can't just be about getting noticed But you can't have a great ad that just shows product and doesn't say who you are."

6.2 Listening: Planning advertising campaigns

Jeremy Thorpe Woods, head of planning at Saatchi, a leading advertising agency based in London, talks about advertising campaigns Listen to the first part of the Inteview and answer these questions

1 What does Jeremy say is the most important thing about advertising nowadays?

2 What are the key elements of a good advertising campaign, according to Jeremy?

- Vocabulary: Advertisement media and methods

a Newspapers and TV are advertising media Can you think of others?

b Look at the words in the box below Label each item 1 for advertising media, 2 for methods of advertising or 3 for verbs to do with advertising

Sponsorship

- Language review: Articles

a/an: We use a or an before singular countable nouns

a: We use a before consonants

an: We use an before vowel sounds

The: We use the when we think our listener will know what we are talking about

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- Skills: Staring presentations

A Decide whether each expression in the Useful language box is formal

or infornal Write F (formal) or I (informal)

B Listen to these two presentations and check your answers to Exercise

A

- Discussion: Good and bad advertisements

A chain of eight restaurant in your country

` - The restaurant are in prime locations

- Low fat and vegetarian dishes served in a clean, simply furnished, smoking environment

non-A perfume

- An upmarket perfume

- Produced by a well-known fashion house

Unit 7: Cultures 7.1 Listening: Cultural awareness

a Listen to the first part of an interview with Jelf Toms, Marketing Director at the International Briefing Centre at Farnham Castle, Surrey He talks about training courses which prepare people for doing business internationally Complete the list of issues that he mentions

b Listen to the third part of the interview Which two cultural aspects does Jeff metion and what does he say about them?

Skills: Social English

- Listen to the conversation between two people who have recently met What is wrong? How can it be improved?

- In what business situations would you use the words and expresstions below? Dicuss your ideas with a partner

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Could you…?

That sounds good

7.2 Reading: Cultural advice

Article A: Italy

Conversation: Lively conversation is common in Italy Welcome topics of

conversation include Italian architecture, art and films, sports (especially

football), opera and praising the hospitality of the country! It's best to avoid criticising Italian culture, even if yout Italian counterparts are doing so

Gift-giving: Don't give a business gift until you receive one Your gift should be

a well-known brand name Gifts of alcohol or crafts from your own country are often good choices Other possible gifts are fine pens, a framed print or picture, silver key rings or calculators Avoid giving gifts showing your company's logo Entertaining: Hospitality plays a key role in Italian business culture Regardless

of how you feel, refusing an invitation of any kind, may give offence The business breakfast is almost unheard of Rare exceptions may be found in the major cities Business dinners involve only a small, exclusive group If you are the host, check with your Italian contact before making any invitations Lunch is still the main meal of the day in most areas of the country It is usually served

Article B: United Arab Emirates Conversation: The hosts usually set the

subject of conversation They will normally begin with polite enquiries (How are you? How are you enjoying your visit? etc.) If others arrived before you, the hosts will often tell you the subject of the previous conversation and invite you

Gift-giving: Giving gifts in UAE is more complex than in other countries This is partly because of the mixture of nationalities: each nationality has different tastes and customs Also, nearly everything can be purchased in the UAE less expensively than elsewhere in the world As agesture of respect, your host is likely to to open and carefully examine your gift in your presence It is important that your gift is the best you can afford to avoid embarrassment Entertaining: Sharing a meal is considered the best way for people to get to know one another Locals often entertain at home but they will accept a foreigner's invitation to a hotel or restaurant Hospitality in the UAE is very important but should not be interpreted as future commercial success There are local customs to be aware of, for example, it is considered bad manners to either eat or offer something with the left hand

7.3 Vocabulary: Idioms

- We can use should and shouldn‟t to give or ask for advice

- For strong advice we can use must or mustn‟t

Obligation and necessity

- We often use must when the obligation comes from the person speaking

or wrting

- We use mustn‟t to say something is prohibited or is not allowed

- Case study: Visitors from China

Toyworld is a profitable toy retailer based in Seattle, US, with subsidiaries in over 30 countries Toyworld buys its product from supplier all over the world

Mr Lee Chung, head of a toy manufacturing firm based in Guandong, China, is going to visit the Toyworld subsidiary in your country Mr Chung will be accompanied by his Export Manager, John Wong The purpose of the visit is to get to know Toyworld‟s management better and learn more about the company

He may set up a joint venture with Toyworld if he has confidence in them and considers them to be a suiable parner This is Mr Chung and Mr Wong‟s first visit to your company, and to your country

Starting up

1 What do you miss most about your own country or cultures when you go abroad?

2 What is cultural awareness important for businesspeople? Give for examples

3 Do you think cultures are becoming more like? Is this a good thing or a bad thing?

Modals og advice obligation and necessity

Look at this advice for businesspeople about moving from the UK to another country Choose the correct alternative from the brackets

Motivating high-calibre staff

An organisation's capacity to identify, attract and retain quality, performing people who can develop winning strategies has become decisive in ensuring competitive advantage

high-High performers are easier to define than to find They are people with apparently limitless energy and enthusiasm, qualities that shine through even on their bad days They are full of ideas and get things done quickly and effectively They inspire others not just by pep talks but also through the sheer force of their example Such people can push their organisations to greater and greater heights The problem is that people of this quality are very attractive to rival companies and are likely to be headhunted The financial impact of such people leaving is great and includes the cost of expensive training and lost productivity and inspiration

However, not all high performers are stolen, some are lost High performers generally leave because organisations don't know how to keep them Too many employers are blind or indifferent to the agenda of would be high performers, especially those who are young Organisations should consider how such people are likely to regard important motivating factors

Money remains an important motivator but organisations should not imagine that

it is the only one that matters In practice, high performers tend to take for granted that they will get a good financial package They seek motivation from other sources

Empowerment is a particularly important morivating force for new talent A high performer will seek to feel that he or she "owns" a project in a creative sense Wise employers offer this opportunity

The challenge of the job is another essential motivator for high performers Such people easily become demotivated if they sense that their organization has little

or no real sense of where it is going A platform for self-development should be provided High performers are very keen to develop their skills and their CV Offering time for regeneration is another crucial way for organizations to retain

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high performers Work needs to be varied and time should be available for creative thinking and mastering new skills The provision for a coach or mentor signals that the organisation has a commitment to fast-tracking an individual's development

Individuals do well in an environment where they can depend on good administrative support They will not want to feel that the success they are winning for the organisation is lost because of the inefficiency of others or by weaknesses in support areas

Above all, high performers - especially if they are young - want to feel that the organisation they work for regards them as special If they find that it is not interested in them as people but only as high-performing commodities, it will hardly be surprising if their loyalty is minimal On the other hand, if an organisation does invest in its people, it is much more likely to win loyalty from them and to create a community of talent and high performers that will worry competitors

8.2 Listening: Headhunting

DrSimon Kingston worlcs for the international executive search consultants HeidrickandStruggles Listentothefirstpartoftheinterview andcompletethechartbelow

Simonmentions three different types of experts which his company usually speaks toat the beginning of an executive search Who are they?

- Skills: Managing meetings

Why are some meetings successful and others unsuccessful?

Match the denifitions 1 to 12 to the words and phrases a) to l)

- Case study: Slim Gyms

Background of SLIM GYMS

SLIM GYMS owns and operates six health and fitness clubs in Manhattan, New York The clubs aim to appeal to people of all ages and income groups All the clubs have a large gymnasium, with the latest equipment,

an aerobics studio, a solarium, a swimming pool, sun decks, a cafe, bar and clubroom There are always several fitness instructors on hand to advise people and provide them with personalized fitness programmes A wide range of aerobic and relaxation classes run throughout the day and during the evening The clubs try t

o create a friendly atmosphere, organizing numerous social activities to bring members together Three of the clubs are located in areas where large numbers o

f Spanish, Chinese see and Italians live

Slim Gyms‟ recent advertisement for a General Manager

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-Vocabulary: The recruitment process

A Match verbs 1 to 6 the nouns a) to f) to make word partnership

1-e To train new staff

2-c To shortlist the candidates

-Language review: Indirecting questions and statements

- We often use indirect questions and statements to sound more polite, for example when asking for personal or sensitive information

- Indirect questions have the same word order as direct statements

- We can use the following expressions to introduce indirect questions and statements

- For yes/no question we use if or whether We can also use if or whether in statements

Unit 9: Introduction to Accounting 9.1 Jobs in accounting

Make a list of all the different types of job you know about in accounting

9.1.1 Here are some jobs and definitions Fill in the gaps in the definitions with words from the box below

 Specializing

 Studying

 For inspecting its accounts

 Processing the records

 giving administrative support

 to inspect its accounts