The Business Advanced Answer Key PDF

Answer key
1 Personal development 10 have you been doing the present perfect continuous emphasizes: the
current importance of the action (present), what has been completed
1.1 About business Developing your career so far (perfect), and the fact that the action is ongoing or in progress
(continuous).
1 11 will have worked out will + the perfect aspect is more likely than the
Students own answers progressive as Jon means that by the future date mentioned (the end
of the week) the strategy will be completed and every question will be
2
covered. The continuous would suggest that at the end of the week he
The author describes life at work humorously, as a battle. It is described as would still be in the process of formulating his strategy and it would not
ruthless and cutthroat, with people doing whatever they can to get to the be finished.
top. 12 Arent you being the present continuous suggests that Ed thinks
Words that indicate the authors humorous stance through comic Jon is behaving over-confidently/arrogantly at the moment, but is not
exaggeration and the idea of battle are minefield, kidnap and blackmail. generally over-confident/arrogant.
3 2
a) 4 b) 1 c) 8 d) 9 e) 3 f) 7 g) 2 h) 6 i) 5 Students own answers
4 3
1 Get yourself noticed = its a good idea to show initiative / volunteer. 1 was launched
This will provide you with plenty of work, which you should try to avoid 2 was / is targeted
doing. 3 perceived
2 Ignore all emails = if something is really important the person who sent 4 has been rated
the email will try to contact you again. 5 covers
3 There are good and bad bosses = good bosses are interested in you, 6 has to be memorized
encourage you, give you interesting work to do, and leave you to 7 thrown away
work on your own initiative. Bad bosses give you work to do and then 8 acts out
complain when you do what they ask. 9 guesses
4 Dress up not down = its important to dress appropriately for the job. 10 change
5 Share opinions at appraisals = do not expect your boss to have the same
opinion as you. When giving appraisals, give recognition as well as 4
criticism. We want to avoid mentioning who did the action. = 3 (reduced form,
6 Learn to recycle reports. Many reports say much the same thing, and auxiliary omitted)
using an old one as a model can be useful. However, double-check all It is unimportant, or unnecessary, to say who did the action. = 1, 2, 4, 6, 7
your changes! The subject of the sentence is extremely long, so the active sounds better
7 PAs keep business organized = they are the engines that keep a business because it puts the long material at the end. = 5
running. There is no reason to use the passive, so the active is better. = 8, 9, 10
8 Dont be scared to be lazy = the more you do, the more can go wrong.
5
9 Steer well clear of all meetings = most meetings are pointless. The best
meetings are those for which people have really prepared. They require a 1 worked
lot of work, but are usually very worthwhile. 2 was published
3 are
5 4 be considered
5 are clearly being made
performance relationships at work your approach to your 6 being based
job 7 is
Speaker 2: make sure Speaker 1: develop a Speaker 3: Set limits 8 is not actually doing
your boss thinks of you friendship with your for the amount of 9 is based
first when promotion boss, try to talk to them overtime you do. Know 10 not only gain
time comes. Keep about personal things, your limitations and 11 remains
yourself on their mind in a natural way turn down assignments 12 may be summarized
by sending regular if necessary. 13 are required to carry them out
updates even if you 14 may then be placed
havent done very 15 are best suited
much.
1.3 Vocabulary Behavioural competencies and
1.2 Grammar Tense, voice and aspect setting goals
1 1
1 have you been up to we prefer the present perfect here because it Students own answers
indicates a state leading up to the present, and also because the present
perfect is strongly associated with since as a preposition or in this case a 2
subordinator. Team working Managing and Customer service Problem solving
2 saw this indicates a specific event in the past, so we use the past developing
simple; also the past simple is associated with the adverb last (= the last yourself
time).
3 hasnt anyone told you normally you only need to tell someone effective flexibility client focus analytical
something once, so the aspect is simple. If it is continuous, it means communication networking intercultural thinking
that the person is being told repeatedly. The use of the present perfect holding people self-awareness competence decision making
here indicates news. accountable self-development results innovation
4 have decided the present perfect is more likely as the decision has leadership time orientation managing change
strong current relevance. The past simple is also correct, and would be management
more typical of American English.
5 would you be doing would shows that the situation is hypothetical, 3
and given the context that the job interview is in the future, the 1 analysis
continuous expresses what Jon would be doing if he gets the job. The 2 communication
perfect continuous expresses what Jon would have been doing if he 3 priority
had got the job. Clearly he has not been rejected for the job so this 4 unexpected
combination of aspects is not appropriate. 5 application
6 cover there is no reason to use the present perfect; the present simple Matching competencies:
here refers to all times past, present and future. This is a permanent 1 analytical thinking
state of affairs. 2 effective communication
7 have always got the present perfect is used here to describe a recurrent 3 client focus
habit up to the present time. Always got is more distant (or American 4 flexibility
English) and suggests that this characteristic is no longer true. 5 self-development
8 is going the present continuous is more likely as the action is both
currently in progress and incomplete. 4
9 blew the past is correct as the event referred to is in the past (when They discuss leadership and time management.
the documents were lost) and there is a specific reference to this in the
sentence, so it is quite definite.

Answer key
5 9
Leadership: He mentions organizing a promotional campaign for the a) 1, 3
European tour. He also mentions providing support for Hannah, a member b) 2, 6
of his team. c) 4, 10
Time management: He talks about the time he was trying to arrange the d) 5, 9
transport for the French leg of a tour. e) 7, 8
6 10 and 11
1 clear guidelines Students own answers
2 Measurable objectives / targets
3 realistic targets / objectives 1.5 Writing Job descriptions
4 written record
1
5 valuable insight
6 performance appraisal Students own answers
7 2
1 successful A Job Title
2 achievements B Job Type
3 perception C Salary
4 evaluation D Line manager
5 defensive E Job Aims
6 responsive F Duty / (ies)
7 effectively G Standard(s)
8 non-committal 3
8 (a) on
To finalize 80% of promotional plans for artist publicity eight weeks before (b) to
any planned tour date begins. (c) in
To involve junior staff in at least 50% of arrangements. (d) in
To ensure publicity exposure covers at least three different channels (print, (e) by
radio, web, mail etc.) (f) in
To update budgets by the end of each quarter. (g) within
9 4
Students own answers 1 f 2 e 3 b 4 a 5 c 6 g 7 d
5
1.4 Management skills Self awareness and Financial management skills: E; 5
communication Customer service orientation: E; 1, 2, 4, 5, 6
1 3 Leading a team: E; 4, 6,
Achievement: E; 1, 2, 3, 4, 5
Students own answers Analytical thinking: D;1, 2, 4
4 Flexibility: D; 1, 2, 4
1 you Self-awareness: E; 1, 2, 4, 6
2 you Degree or equivalent in Graphic design: E; 1, 2, 4
3 others Knowledge of English, French and one non-European language: D; 1, 6
4 others 2 years previous experience in a design department: E; 1, 2, 4
5 Arena 6
6 Faade 1 True
7 Blind Spot 2 False: the present tense and infinitive are usually used
8 Unknown 3 True
5 4 False: unless needed, omit articles
Students own answers 5 True
6 True
6
7
1 A large Blind Spot suggests a manager who does not listen to other
peoples ideas or feedback. He/She may be perceived as arrogant or Duty: 1 (60%) To arrange, book and confirm clients transport (flights,
authoritarian. transfers) both on the phone, over the Internet and in person.
2 A large Faade suggests a manager who is reluctant to disclose his/her Standard: All flight requests are dealt with within 24 hrs (Internet), or
own ideas and feelings. He/She may be perceived as defensive and immediately (phone, in person). Clients are provided with all details in
indecisive. writing, and tickets / vouchers where appropriate.
3 A large Unknown suggests a manager who does not communicate Duty: 2 Manages all financial transactions. Analysis of financial data,
his/her own ideas nor shows interest in those of others. He/She may be ensuring efficient use of resources. Performing projections relating to
perceived as unimaginative and bureaucratic. business travel trends.
4 A large Arena suggests a manager who shares his/her own ideas and Standard: Fully informing the accounts department to keep them up to date.
feelings and listens carefully to those of others. He/She may be perceived Correctly submitting the accounts and reconciling them on a monthly basis.
as open and objective. Duty 3: Training and supervising part-time staff. Hiring, delegating and
determining workloads. Evaluation of staff performance.
7 Standard: Part time staff give positive feedback and continue to work for
1 How do you react under pressure? HH Inc. in subsequent peak periods. Feedback they receive from clients is
2 How do you cope with failure? 80% positive.
3 How motivating is money for you?
4 What would you like to change about yourself?
5 What do you see yourself doing in ten years time?
8
1 Shall I have a go at this?
2 I have to confess that
3 Would you like to take this one?
4 Ive never really thought about it that much.
5 I havent the slightest idea!
6 If Im totally honest with myself, Id have to say
7 Ill pass on this one, if you dont mind.
8 Lets leave that one, shall we?
9 I honestly havent got a clue!
10 If you really pushed me, I suppose Id say

Answer key
1.6 Case study The glass ceiling 4

1 Gemma knows Gemma doesnt know
Students own answers
valuable and dependable lack of maturity
2 team member SEVS has never employed
1 strengths: a valuable and dependable member of her team, efficiency, efficient, outgoing, strong a woman as a Marketing
outgoing, strong communication skills, keen to take the initiative, communication skills, Manager
ambitious keen to take the initiative, if she was a man, theyd be
weaknesses: tendency to overreach her authority and to favour ambitious begging her to take the job
others
unconventional methods, lack of maturity tendency to overreach her Tthe boss will never agree
know
2 she lacks a formal marketing and management background authority and to favour doing an MBA wont make
3 she is aware of the difficulties of reconciling the care of her four-year-old unconventional methods any difference at SEVS
daughter with an inevitably heavy travel schedule, she does not appear lacks a formal marketing and she tends to rush into things
to realize that that SEVS has never employed a woman as a Marketing management background shes not always very patient
Manager disappointed about not very intuitive but not always
4 getting the job very logical
Gemma knows Gemma doesnt know having doubts about whether is she really ready?
shes good enough to do the has she got what it takes to
valuable and dependable lack of maturity MBA fight the system?
team member SEVS has never employed not as ambitious as others does she really want her
efficient, outgoing, strong a woman as a Marketing think career badly enough?
communication skills, keen Manager others
tense and irritable at the
to take initiative, ambitious dont
moment
others tendency to overreach her know
not the most organized
know authority and to favour person in the world
unconventional methods has been headhunted for job
lacks a formal marketing and in Sweden
management background misses her parents
disappointed about not
getting the job 5
others Option Pros Cons
dont
know 1 stay in present job her work is appreciated; little or no chance of
and keep trying to she could take time to promotion
3 get promotion gain maturity
2 do the MBA an MBA would enhance Still little chance of
Gemma knows Gemma doesnt know
her prospects promotion at SEVS.
valuable and dependable lack of maturity Hard work, and she
team member SEVS has never employed might fail and look
efficient, outgoing, strong a woman as a Marketing stupid.
communication skills, Manager
3 move to Sweden good job and better husband would be
keen to take the initiative, if she was a man, theyd be
prospects unhappy
ambitious begging her to take the job
others
tendency to overreach her the boss will never agree 4 work part-time husband would be She would have to
know
authority and to favour doing an MBA wont make happy. leave SEVS and give
unconventional methods any difference at SEVS up hopes of getting into
lacks a formal marketing and she tends to rush into things management.
management background shes not always very patient
disappointed about not very intuitive but not always 6
getting the job very logical 1 Gemma is very disappointed about not getting the job. Shes not always
very patient, and is tense and irritable at the moment. She has been head
is she really ready?
hunted for a job in Sweden.
others has she got what it takes to
2
dont fight the system?
know does she really want her Gemma knows Gemma doesnt know
career badly enough?
valuable and dependable lack of maturity
team member SEVS has never employed
efficient, outgoing, strong a woman as a Marketing
communication skills, Manager
keen to take the initiative, if she was a man, theyd be
ambitious begging her to take the job
others
tendency to overreach her the boss will never agree
know
authority and to favour doing an MBA wont make
unconventional methods any difference at SEVS
lacks a formal marketing and she tends to rush into things
management background shes not always very patient
disappointed about not very intuitive but not always
getting the job very logical
having doubts about whether is she really ready?
shes good enough to do the has she got what it takes to
MBA fight the system?
not as ambitious as others does she really want her
think career badly enough?
tense and irritable at the
moment
others
not the most organized
dont
person in the world
know
has been headhunted for job
in Sweden
she has always wanted a real
career
shes thinking about
accepting the job in Sweden
misses her parents

Answer key
3 6
Option Pros Cons 1 It may be difficult for McDonalds to maintain its commitment to green
policies since energy, water and food prices are all rising. Meat in
Stop work and have a Husband would be Give up any ideas of a
particular is going to become more and more expensive to produce. It
baby, move out into the happy. real career
could be particularly challenging for McDonalds to keep its prices down
country
and retain its profile as a low-budget restaurant chain.
2 People are less embarrassed and defensive about eating fast food. People
7
are aware of the dangers of excessive consumption of fast food due to
Students own answers these issues having had a lot of exposure in the media. However, they do
not see McDonalds as being worse than any other fast-food chain and
they are prepared to make the informed choice to eat fast food when
2 Corporate image they want to.
2.1 About business Corporate image 2.2 Grammar The future, tentative and speculative
1 language
Company founded in: Des Plaines, a suburb of Chicago in the state Illinois,
USA 1
Logo: Yellow, M sign 1 C
Products / menu: as a takeaway, fast-food restaurant, its main products are 2 P (in the negative sense)
different types of burgers and French fries 3 T/P
Core market: fast food consumers children and young people, low-income 4 C/P
groups due to relative cheapness of the food 5 P
Company founded by: Ray Croc and Dick and Mac McDonald in 1955 6 C / P (depending on how one interprets expect)
Mascot: Ronald McDonald, a clown figure 7 C / P (in the negative sense)
Appearance of restaurants: plastic seats, strip lighting, bright colours 8 P
Image of the company: the quintessential fast-food restaurant McDonalds 9 P
presents itself as offering good value for money, producing convenience food 10 P/T
and being child friendly 11 C
12 P/T
2
1 See answers above. 2
2 (Suggested answer:) McDonalds came to represent obesity, dead-end Almost certain: be poised to, be on the verge of, be on the brink of, be set to,
jobs and health scares related to meat consumption. be bound to, be certain to
3 a) They have been re-styled. The new look is described as sleek, green Probable: will probably, should
and as colourful retro modernism. Tentative: may, could
b) The menu is healthier. McDonalds now offers a range of salads and 3 and 4
fresh fruits. The products are labelled as organic and free-range, and
are sourced ethically, e.g. the coffee is certified by the Rainforest
Alliance. 5
c) McDonalds clearly wants to give the message that environmental 1 look out
concerns and healthy eating are now core corporate values. 2 is set to unveil / is poised to unveil / is about to unveil / is on the verge
3 of unveiling
3 is certain / bound to shake up
1 the yellow M sign that is the McDonalds logo
4 may / might / could respond
2 a low-paid, low-status job with no career potential
5 are likely to / should / will probably focus on
3 Bovine Spongiform Encephalopathy (BSE) is a disease which affects
6 may / might / could just work
cattle but which can also cause disease in humans who eat infected meat.
7 should / could / might close
When it was discovered that the causes of BSE are related to commonly
practised intensive farming methods of raising cattle, this caused many 6
people to become reluctant to eat meat 1 There is little doubt that in todays modern business world far too much
4 an embarrassing mistake which would have a negative effect on the emphasis is placed on corporate image
companys image 2 I cant believe you appear to be trivializing such a serious matter!
5 McDonalds new approach to the design of the restaurants, which 3 The marketing department tend to blame us for poor sales; theyre the
appears to be one of simplification and minimalism in design, i.e., clean ones who are responsible for our corporate image.
lines, muted colours and more open space. 4 Given our image, it is going to prove challenging to break into the
6 a deceptive, dishonest scheme a company uses for making money American market.
7 in a bold, defiant or aggressive manner 5 It appears likely that our consumers are going to demand more
8 similar to Starbucks, the coffee house chain, which prides itself on the information about carbon footprint.
quality of its coffee and has a sophisticated, urban image 6 The board have expressed concern / are concerned about your abilities
4 to lead the department.
7 It might / would be a good idea to rewrite this report on our CSR
1 a furniture designer
projects.
2 Hemel Hempstead, a town in the south-east of the UK
I would suggest rewriting / you rewrite this report on our CSR projects.
3 the Prince of Wales who has spoken publicly about the dangers to health
of fast food 7
4 Watford Football Club How to resolve a health scare in a hospital
5 chief executive of McDonalds UK since April 2006
6 a well-known chef in the UK who appears on television and has 8
campaigned to raise awareness of healthy eating and animal welfare in 1 suggested
the food industry 2 on the whole
3 it would / might be a good idea
5 4 expressed concern
The writers stance could be described as sceptical. His choice of vocabulary 5 might prove challenging
to describe the traditional McDonalds suggests distaste for the original style 6 might want
of the chain the garish red signs, the strip lighting, the tacky plastic seats
and sinister clowning Ronald. 2.3 Vocabulary Corporate social responsibility
His use of quotation marks when describing certain aspects of McDonalds
activity places an ironic distance between himself and his own views 1
and what he is reporting, e.g. what McDonalds calls the less is more 1 responsibility
treatment, 2 hypocrisy
His choice of extravagant and rhetorical language to describe certain 3 environment
events also suggests scepticism and ironic distance, e.g. Under its golden 4 brand
arches, and under our very eyes, McDonalds has been transforming itself, 5 profits
emblematic of all that was rotten in capitalism, disdain for the dead-end 2 and 3
McJob.
The final sentence of the article, It still makes you fat, doesnt it? is placed Students own answers
in such a way that it effectively undermines the idea that the new-generation
McDonalds should be associated with healthy eating and concern for the
environment.

Answer key
4 6
1 Eco-efficiency was a phrase coined by the Business Council for 1 probably the As urgent and important tasks which need to be done
Sustainable Development to describe the need for companies to describe now
the need for companies to improve their ecological as well as economic 2 probably the Cs important but not urgent tasks which someone else
performance. can do well
2 Corporate philanthropy donating to charities is a simple and 3 probably the Bs urgent but not very important tasks, and perhaps the
reputation-enhancing way for a company to put a numerical value on its Ds not urgent and not important tasks where new team members could
CSR commitment. acquire experience without risk
3 Cause-related marketing is a partnership between a charity and a 4 probably the Ds - not urgent and not important tasks; but they may
company where the charitys logo is used in a marketing campaign or become more important or more urgent later
brand promotion. 5 delegation gives managers time to manage, think, be creative, do
The charity gains money and profile and the company benefits by important jobs, motivates and develops team members, gives flexibility,
associating itself with a good cause as well as increasing product sales. cuts costs, allows managers to evaluate team members performance
4 Sponsoring awards. Through award schemes, companies position 6 insecurity, lack of trust, lack of time, need for control, ignorance, fear of
themselves as experts on an issue and leaders of CSR simply by making a other peoples reactions, enjoying being busy or doing simple tasks
large donation.
7
5 Codes of conduct. Corporate codes of conduct are explicit statements of
a companys values and standards of corporate behaviour. 1 2 3 a 4 e 5 d 6 b 7 c
6 Community investment. Many companies develop community projects 8
in the vicinity of their sites, to offset negative impacts or give back to the 1 to look into
community and local workforce. Community investment covers a whole 2 prepared to take on
range of initiatives including: running health programmes, sponsoring 3 let me know
schools, playgrounds or community centres, employee volunteering 4 give me an update
schemes or signing a memorandum of understanding with communities 5 let / know / handling
affected by a companys impacts. 6 treat this as
5 7 get / to take over / How / sound
1 an oil company installing solar panels on the roofs of its petrol stations 8 get back to me / run past
and reducing the carbon emissions of its operations whilst remaining 9 go ahead / draw up
committed to a continual increase in oil and gas production 10 comfortable with
2 McDonalds network of Ronald McDonald Houses to improve the 9 and 10
health and wellbeing of children and BPs sponsorship of the National Students own answers
Portrait Award. Easy and very PR-friendly corporate giving is more
easily dismissed as a PR exercise than other forms of CSR, companies
are shifting to making larger donations to a smaller number of charity
2.5 Writing Press releases
partners and combining giving with other activities. 1
3 Tescos computers for schools promotion. Companies choose charities The Skinny Cow is giving its brand a new look whilst Sony are using the
which will attract target consumers. Chinese pianist to promote their brand.
4 The Reebok Human Rights Awards, Nestls Social Commitment Prize
and the Alcan Prize for Sustainability 2
5 Ernst & Young or PricewaterhouseCoopers are mentioned but Students own answers
as external verifiers of corporate codes of conduct rather than in 3
connection with their own corporate conduct code. Codes vary in
headline
content and quality from company to company, and cover some or all
subhead
of the following issues: the treatment of workers, consumer reliability,
lead a summary of the story
supply chain management, community impact, environmental impact,
back-up paragraph
human rights commitments, health and safety, transparency and dealings
information about the company
with suppliers, and other issues.
contact information
6 GlaxoSmith - Kline supports a wide variety of health and education
programmes in areas where it operates, ranging from training midwives 4
in Vietnam to AIDS awareness outreach for Brazilian teenagers. Points to note are the use of capitals for main content words (not
6 prepositions), no full-stops or commas, little or no use of articles, use of
1 e 2 b 3 a 4 f 5 d 6 c the present simple and to + infinitive verb forms, and the dominant use of
nouns.
7
5
1 Superways Captures Four Times More Online Orders than Closest
Competitor
2.4 Management skills Time management 2 Mr Fix-it to Focus on Growth and Long-term Plans
1 3 Jenkins and Health-Ex Form Worldwide Collaboration for Novel
People are more aggressive and demanding at the beginning of the week, Medication
and more open to suggestion towards the end of the week. It is therefore 4 Reykjavik on Ice / Reykjavik to Offer Cool Tourism
important to choose the best time for strategically important tasks. 5 RSNO Holds Music Workshops for Elderly and those with Special
Unreasonable behaviour may have a cost. Needs
2 6
asking for a rise: Thursday/Friday 1 has announced
brainstorming: Wednesday 2 will reduce
getting important jobs done: Tuesday/Wednesday 3 marks
setting goals: Monday 4 represents
holding meetings: Tuesday 5 will enable / enables
doing sport: Friday 6 is
finding a new job: Tuesday 7 to be gained
making redundancies: Friday 8 is expected
3 5 7 and 8
Students own answers Students own answers

Answer key
2.6 Case study Pixkel Inc. 4

1 is about to The Melanie Griffith phase is coming ...
Students own answers miracle technologies breakthrough app
online service jobs financial analysis, research, design, graphics,
2 cubicle farm
1 A company which is not managing its growth, with urgent problems of inexpensive the equivalent of your latte budget
leadership, profitability, delivery, cash-flow and public relations. knowledge workers smart, educated, English-speaking people
2 She needs to get results quickly; she cant expect help from Bill, and it is never became intelligent the superbrain that never arrived in silico
difficult to meet other managers. incredibly fast the speed at which the Indian tech industry is
3 She would like to have someone to help her brainstorm and evaluate learning new skills is breathtaking
possible solutions. relaxed diminished / dtente
monster silicon invasion
3 repetitive jobs bookkeepers, secretaries, typesetters
1 theres no team spirit, they need to work together better the overall result the net effect
2 people keep leaving the company reassuring There is some solace in history**
3 the working environment is incompatible with a high-tech image products to data atoms to bits
4 recruitment is difficult because working conditions are poor adding up numbers data crunching
5 the company has a reputation for late payment and discounting printing documents the typing pool
6 the market is really tough, with more and more competition from India handling phone calls the switchboard
and China
7 they need money to take the brand upmarket 5 and 6
8 finance keeps cutting budgets Students own answer
9 the product has no visibility for the end user
10 develop medium- and long-term objectives 3.2 Grammar Noun phrases
4 1
1 Ben Rainey, Marketing. Pixkels reputation with customers and suppliers 1 b 2 e 3 d 4 a 5 c 6 h 7 j 8 i 9 g 10 f
is not very good, and it will be very expensive to strengthen the brand.
2
2 Carla Buenaventura, HR. There is no team spirit, and people do not take
responsibility. Getting people to work together is almost impossible. (1) 7j
3 Jerry Woo, Production. Pixkel has an excellent product, but sales and (2) 1g
marketing are incompetent or lazy. (3) 10f
4 Alex ODriscoll, Finance. There is no mission statement or business plan, (4) 2i
so nobody knows what their long-term objectives are. (5) 3d
5 Vicky Fry, Sales. The market is very difficult with a lot of competition (6) 4a
final customers do not know or care whether the camera they buy uses (7) 8e
a Pixkel chipset. (8) 9b
(9) 5h
5 9 (10) 6c
3
1 A complex supply chain is a process that/which involves different modes
3 Supply chain of transport across continents and oceans. Or A process that involves
different modes of transport across continents and oceans is termed a
3.1 About business Outsourcing complex supply chain.
2 A distribution centre is a place where products are sorted and redirected
1 before being transported on. Or The place where products are sorted and
better: because Manpower is a respectable and reliable employer, your job redirected before being transported on is called a distribution centre.
will not depend on your relationship with the owner, you will have better 3 Smallholder producers are farmers who operate on farms of less than 25
opportunities for training and more interesting work, you are sure to be paid acres. Or
legally and efficiently, you may have better insurance cover Farmers who operate on farms of less than 25 acres are known as
worse: because Manpower may expect you to work harder and may be less smallholder producers.
flexible, your relationship with your employer is impersonal, you may be 4 The fair trade policy is a system that/which requires minimum standards
asked to work in other places, you may lose your job more easily, your net of personal and environmental welfare.
pay may be lower than before.
4
2 1 You will love our ethically sourced coffee, which is of the highest quality.
1 By suggesting no more than 50% of the audience will still be employed 2 Our smart, flexible approach ensures the right solution for you every
by the same company in five years. This grabs the audiences attention time.
and shocks them into changing their attitudes towards outsourcing. 3 Our strong and trusted brand is recognized worldwide.
2 When the outsourcing service provider hires the people who used to be 4 Our huge range of specialized medical equipment is hard to beat.
employed by the client to do the same work. 5 Fast-expanding and with thousands of flights per day, Heathrow is a
3 a) over 650 b) 1,500 c) 1,100 global airport hub.
4 Workload increases: outsourcing assumes greater efficiency. 6 Originally a military term, logistics offers integrated transport solutions
5 Working for several different clients means work is more interesting, and at the right price.
specialist firms provide enhanced career opportunities.
5
6 The knowledge drain: when employees refuse lift-out and leave the
company altogether. This can be avoided by giving regular updates on Students own answers
the outsourcing process, explaining the benefits for the employee and for
the company, and having an open-door policy. 3.3 Vocabulary Logisitics
3 1
1 b 2 g 3 f 4 h 5 e 6 d 7 c 8 a 1 c 2 a 3 c 4 c 5 c
2
1 c 2 a 3 g 4 b 5 d 6 e 7 i 8 f 9 h
3
a) by returning the stock to the warehouse or distribution centre
b) by repositioning the stock in a different geographical location or in a
different retail organisation
c) by returning the stock to the manufacturer to be destroyed or recycled.

Answer key
4 3.5 Writing Corporate guidelines

1 raw materials 1
2 finished goods Students own answers
3 warehouses
4 outlets 2
5 consumer 1 ensure
6 goods 2 processes
7 supply chain 3 do
8 manufacturer 4 encourage
9 repositioned 5 support
10 retail organization 6 acquired
11 salvage 7 adhere
12 recycled 8 creating
5 3
Students own answers 1 e 2 d 3 b 4 c 5 a
6 4
1 b 2 c 3 a 4 f 5 d 6 g 7 e 1 only fresh food, and only when its in season
7 2 banned, and minimal packet food
3 use glass, not plastic
1 Scan-based Trading 4 where possible, but suppliers must be checked
2 Returns 5 more nutritious; in demand by tourists, source locally but may take some
3 Stales time
4 Cradle-to-Grave 6 some seafood may not be caught during certain times of the year
5 Stockouts
6 Unsaleables 5
7 Thrift Shops 1 noun phrase; use of passive
8 2 noun phrase; use of passive; avoidance of pronouns
3 noun phrase; use of passive; avoidance of pronouns
6 and 7
3.4 Management skills Managing change Students own answers
1 and 2
3.6 Case study WEF Audio
1
3
Goran Radman helps retail companies to meet customer needs and demand
by setting up an on-demand supply chain, using CPFR. 2
4 1 high-quality, traditional, reliable, perfectionist but also high-tech
perhaps an inherent conflict in these values?
1 an on-demand supply chain 2 recently is now applying ... after almost 50 years of producing a single
2 customer needs and demand product
3 waste, unnecessary overhead or logistics 3 in response to customer demand, to create growth, as insurance against a
4 collaborative planning, forecasting and replenishment declining core market, to spread risk by moving downmarket away from
5 greater than the sum of its parts a labour-intensive, upmarket products
6 strengthen the driving forces, and weaken the restraining forces
3
5
1 Non-productive functions like sales and innovation have improved.
changes driving forces restraining forces Operations processes like efficiency and inventory have deteriorated,
with a resulting rise in salaries and cost of sales and a worrying decrease
upgrading computer increasing efficiency, fear of choosing the in profitability. Customer and employee indicators have deteriorated:
software reducing errors, wrong technology, quality, delivery times, customer satisfaction, employee satisfaction and
ensuring continued unwillingness of staff to turnover.
support retrain 2 The company has focused on developing new products which have
outsourcing business increasing productivity, fear of giving away increased the workload and the cost of sales, producing with low
processes like HR more specialist skills, secrets, fear of losing profitability. Customers have been disappointed by falling quality
and IT reduced exposure if control standards and slower delivery times. Despite efforts to retain employees
business decreases with better salaries, staff turnover has continued to increase. The change
adopting JIT (Just in reducing waste, fear of creating from a traditional high-margin product to a new mass-market product
time) increasing productivity bottlenecks, fear of appears to have been handled poorly.
and ROI depending on suppliers 3 Cutting costs, restoring profitability and improving customer and
employee satisfaction
offshoring production reducing cost of goods, fear of stakeholder
more flexible legislation dissatisfaction, fear of 4
quality issues a) introduce Just in time
b) outsource production of the new product range, focus on high-end
6 products
Students own answers c) relocate production of new products and her husband Karl to North
Africa
7
5
1 d 2 g 3 a 4 e 5 b 6 h 7 f 8 c
1 new products are boosting revenue
8 2 products are becoming more sophisticated = need to stock more
1 What we all need to do is to stop burying our heads in the sand and step components
back so we can see the big picture. 3 increased sales mean increased workloads
2 What you should do is encourage staff to tackle problems themselves. 4 productivity
3 The thing you have to do is to catch them doing something right. 5 (increased) inventory
4 What some people will do is to dismiss CPFR as just the flavour of the 6 much more cheaply
month 7 handle
5 Whats really important is that they buy into making this thing work. 8 too
6 The reason we should roll out the changes in waves is to build 9 damage our reputation
momentum. 10 build a factory
7 Its their hearts and minds that we need to engage. 11 unions
8 Its getting into the habit of winning that counts most. 12 relocate Karl
9 11 6 and 7

Answer key
4 Managing conflict d (Kilmann)
4.1 About business Management style

1
accommodating collaborating
2
1 Most bosses think they do a pretty good job of keeping their compromising
subordinates happy.
Many bosses who are brusque have genuine feelings for their
subordinates, so they are surprised when they learn that others see them
as cold and insensitive. avoiding competing
Few managers, even those with hard-driving styles, see themselves as
abrasive.
2 Not usually: Career advisers say that unless you modify your behavior, it
is unlikely that top management will continue to reward you.
3 Field marshals are control freaks who tend to intimidate others. e (Hersey & Blanchard)
Street fighters, like Mr Bibeault, are extremely competitive, with every
interaction producing a clear winner and loser. They typically insist on
having the last word and always think they are right. participating/ selling/
supporting coaching
Rebels like being the exception to the rule.
Dr Jekylls and Mr Hydes have good interpersonal skills in one part of an
organization, but have trouble with everyone else.
3
1 To try to make something seem less unpleasant than it is.
2 Mr Bibeaults directness and no-nonsense style suited David Corcoran in delegating/ telling/
general, but there were sometimes difficulties. observing directing
3 They only see what they believe to be the essentials, to the exclusion of
anything else.
4 Someone who wants to control every aspect of a situation and will not
allow other people to share in making decisions.
5 Being constantly ready to fight to get what you want produces levels of 6
stress which can often cause a heart attack. Students own answers
6 Sometimes managers can be loved by their subordinates but have trouble
with their bosses. 4.2 Grammar Conjuctions
4 1
1 c 2 a 3 e 4 b 5 d 1 Though
5 2 and
3 while
a (Blake & Mouton) 4 unless
5 provided
6 As
country club team
7 whereas, as if
8 but
9 so
10 in case
concern for people
middle-of-the-road
11 or
12 Supposing
2
1 so that, in order that
impoverished produce or perish 2 since, because
3 once, as soon as
4 provided, as long as
concern for production
5 as though, as if
6 whereas, while
b (Bolton & Bolton) 7 as soon as, the minute
8 Whenever, When
9 because, since
10 Just as, Like
amiable expressive
responsiveness
analytical driver
c (McGregor)

Answer key
3 5
Section 1 1 blow
Two employees, Lee and Jasmine, are chosen to work on a special project 2 cards
and they are given their brief: two weeks to come up with a business plan for 3 air
their new target market. Although they are from different departments and 4 work
do not know each other, they are expected to quickly work together. 5 towel
Section 2 6 away
When the boss is in the room they seem to get on well, but / although in 7 stand
private they appear suspicious of each other. While / Whereas / Although 8 manoeuvre
Jasmine is an outgoing person, Lee seems to be a rather private person. 9 through
Jasmines key idea is to focus on a persuasive hearts and minds strategy to 10 inevitable
organically grow sales, and / but / while / whereas Lees plan involves an 11 way
in your face TV-led campaign aimed at growing sales fast, which Jasmine 6
argues would be prohibitively expensive and too unsubtle. Students own answers
Section 3
7
Halfway through the first week, communication has apparently broken
down as / because / since the two employees cannot find any common profanity, swearing like a trooper, cursing, swear, profane language,
ground to move forward. Jasmine insists on discussing their differences, swearing, bad language, profanity, four-letter words, colourful language,
while / whereas / although / but Lee is more concerned with the deadline. expletives, strong language, indecent, obscene, innocuous, vulgar, foul
He wants to quickly get on with the task itself, so they agree to work language, foulest mouths
independently on separate plans. 8
Section 4 1 Swearing, trooper
Things come to a head in the middle of the second week when / as Jasmine 2 cursing, profanity
argues that Lee is being too secretive and not sharing his ideas, but Lee 3 colourful, innocuous
responds by accusing Jasmine of trying to control him all the time. 4 four-letter, expletives
Section 5 5 vulgar, obscene
Lee, meanwhile, argues that Jasmines plans will not work because to build 6 foul
brand recognition organically through local initiatives would take too long, 9
so her plans probably wouldnt work. Eventually Lee persuades Jasmine to Students own answers
go with his plan.
Section 6 4.4 Management skills Assertiveness
When / As the day of the deadline comes Lee realizes their plan is actually
quite weak. The television network is too fragmented and the advertisements 1
would not easily reach the target consumers, but / although it is too late to 1 The right to hold your own opinions, and the right to a fair hearing for
change anything. those opinions.
2 The right to need and want things that may differ from other peoples
Section 7 needs and wants, and the right to refuse a request without feeling guilty
The marketing director arrives and when she takes one look at the plan she or selfish.
realizes it is nowhere near ready. She blames both participants 3 The right to ask (not demand) that others respond to your needs and
Section 8 wants, and the right to have feelings and to express them assertively if
As soon as / Once / When / The minute the marketing director leaves the you want to.
room, the participants launch into a heated argument over who is to blame. 4 The right to be wrong sometimes, and the right to have others respect
The marketing director returns to collect her papers and witnesses the your rights.
employees shouting at each other, so she gives them each a written warning.
2
4 and 5 Students own answers
3
4.3 Vocabulary Managing conflict 1 a) answers = non-assertive/passive b) answers = assertive c) answers =
aggressive
1 2 suggested answers:
avoid non-assertive/passive no eye contact, nervousness, hunching, small
spark gestures, soft voice
defuse assertive direct eye contact, good posture, confident gestures, clear
resolve voice
escalate aggressive intense eye contact, tense posture, intimidating gestures,
loud voice
2
3 suggested answers:
a buyer is not going to put up with a suppliers mistakes: 5 Aggression is likely to lead to threatening, verbal abuse and even
a management trainer got someones back up: 8 violence.
an intern got off on the wrong foot with his supervisor: 6 Non-assertiveness is likely to lead to withdrawal, accepting abuse and
an assistant is fed up with her boss: 3 even depression.
an employee who gets on her managers nerves: 4
someone flew off the handle with a customer: 2 4
someone is fed up with an auditor: 7 1 Mike is upset and aggressive because his holiday dates have been
two colleagues dont get on: 1 changed.
Linda uses techniques 1, 2 and 4.
3
2 Linda has not been given the raise she was promised: Jerry is non-
1 Pavel assertive and evasive.
2 Ed Linda uses techniques 3, 5 and 6.
3 Dave 3 Carmen is upset and aggressive because Linda has switched the TV off.
4 Jo Linda resists the temptation to answer aggression with aggression, and
5 Nisha uses techniques 1, 4 and 5.
6 Dave 4 Matt invites Linda to spend the weekend on his Dads boat. Linda
7 Katrina doesnt want to hurt his feelings.
8 Lin and Nisha Linda uses techniques 2 and 3.
9 Mr Jarlberg
10 Jo 5
1 back to you later on?
4 2 that you feel upset,
1 Competing a, j 3 something out this afternoon?
2 Collaborating e, h 4 to ask you this,
3 Compromising d, f 5 maybe not the best time,
4 Accommodating c, i 6 see it is like this
5 Avoiding b, g 7 your own agenda,
8 an acceptable compromise?
9 to think it over
10 the offer, but no thanks.

Answer key
6 5 Strategic marketing
asking for time: 1, 9
acknowledging and being heard: 2, 5, 7 5.1 About business Strategic branding and partnering
offering compromise: 3, 8 1
expressing feelings: 4, 6
saying no: 10
2
7 and 8
1b Almost always, preference can only be achieved by differentiation.
2a Doing things well Doing things better not a strategy
3d A brand is the consumers anticipation for a unique and defined
4.5 Writing Giving Bad News experience or benefit.
1 3 4c Competitive strategy is always a simultaneous answer to two questions.
Students own answers Firstly, which consumer group has the potential to buy your product?
Secondly, what could you offer them that would help you realize that
4 potential?
The first email concerns interior design or architectural plans which have 5f devising and implementing a way by which to deliver a benefit to
met with a bad reception. It uses bullet points, which indicates an attempt to consumers
be succinct. 6e These brand strategies are also the differentiation the competitive
The second sounds ominously like the closure of U.K. offices, with resulting strategy itself!
redundancies. It attempts to give as much background to the decision as
possible. 3
The third is the news that promotion is not going to be offered to the 1T Doing things well is a prerequisite, and commendable, but not a long-
unsuccessful candidate. It couches the bad news in positive terms. term strategy.
2F Nokia offered something different by offering products which were
5 fashion statements, but there is no insurance in the world of business.
Students own answers 3T Preference can almost always only be achieved by differentiation.
4F This is circumstantial differentiation, which is not long-lasting.
6 5F Only a defined consumer group it is not about trying to get the whole
Strategies 1 2 3 world to love your product.
6F Its just not a BMW.
Use softeners, e.g. Im afraid / Unfortunately / Sadly, ..,
7T In the sense that both experiences offer exclusive and attractive
Show empathy, e.g. I realize / I appreciate / I understand anticipation, experience and benefits.
that 8F Its essentially place
9F Perhaps in the past, in cosmetic branding, but today it is not enough.
Use the passive to avoid personalization of the issue
10T Devising and implementing a way by which to deliver a benefit to
Discuss consequences, e.g. Thisll mean / As a result / consumers.
consequence /
4
Use inclusive pronouns (I, we, us, etc) to demonstrate 1 Running a company better than the competition is not sufficient to gain
involvement, support and / or team attitude a long-term advantage.
Use less direct language 2 If your brand is sufficiently attractive, customers will not want to buy
Give specific feedback anything else.
3 Strategic differentiation provides a competitive advantage which is not
Offer suggestions dependant on particular circumstances of place, time, price, etc.
Focus on future action 4 Your success engine is the small group of opinion leaders who other
consumers will follow.
Avoid loaded words and phrases, e.g. should have / 5 Starbucks premises, which have created a new buffer between home
shouldnt have / if you hadnt, etc and work, are cited as an example of a strategic concept which allows
the firm to both create and satisfy a consumer need.
7 and 8
Students own answers 5
4.6 Case study Olvea Brasil 6
1 1 Because unlike mergers and acquisitions, partnering does not involve
Students own answers sharing equity.
2 Apples core market is creativity, and Nikes is sport. They both provide
2 lifestyle management solutions.
1 Elianas concerns are four employees who have been identified by their 3 They decided to promote running shoes and iPods together. Customers
managers as potential problems. benefited from real-time performance data while they were running.
2 Officially a people-oriented style, but often in reality a results-oriented 4 They set up websites to store, process and share performance data
style. collected anywhere in the world, and to offer personalized music to
3 Eliana likes to hear both sides of the story to put the issue into accompany workouts.
perspective and identify possible concerns with the managers 5 Businesses which promise lifestyle benefits; fields like travel,
performance. entertainment, healthcare and finance.
3 6 Businesses must be able to develop synergy with an external partners
brands, to deliver added lifestyle benefits to their customers, and ideally,
1 Wilson (No problems in first year... Since then he has consistently
to enhance customer experience via the Internet.
disregarded procedures...) and Luigi (just recently hes become colder,
not his normal friendly self) 7
2 Vitor and Susan have no direct communication (people in the Students own answers
department say... Isabel Correia, my boss, said she asked to speak to her)
3 Natasha (disappointing) Antony (disappointed) 5.2 Grammar Prepositions
4 Wilson (refuses to follow instructions) perhaps Natasha? (phones me
several times a day) perhaps Luigi? (has become almost secretive about 1
his work) perhaps Antony? (she is much more willing than the rest of 1 for h)
my department) perhaps Carla (I explained it was not his job to make 2 by f)
changes; if changes are needed I will make them.) perhaps Isabel? (when 3 about g)
I offer to look at the latest test results with him he keeps suggesting I 4 of d)
have more important things to do.) 5 on b)
5 Wilson, and perhaps Natasha (I am not sure that she possesses the 6 against a)
qualities we expect...) 7 with e)
8 into c)
4 6
10
Answer key
2 4
1 where you plan to go. action by brand managers: brand strategy, brand-building strategy, to build
2 out of the blue. a brand, fine-tune a brand, tailor the brand, position the brand, brand
3 to escape. / when there is an emergency. position, market a brand
4 what their main purpose is. consumers or their reactions: scrutinize a brand, influenced by brands,
5 the last few weeks / months / years. support and recommend brands, brand endorsers, brand ownership greet
6 where our new markets are. new brands, brand endorsers, recommend brands,
7 getting the actual job done / exactly what we need to do (to get the job brands themselves: youth-oriented brands, top brands, emotionally driven
done) brands, strong brand, emotionally potent brand, successful brand
3 5
1 entirely Students own answers
2 almost
6
3 rather
4 straight 1 a 2 c 3 a 4 c 5 b 6 c 7 a 8 b
5 particularly 7
6 at least Students own answers
7 right
8 only 8
4 Do use image guidelines and templates to ensure a consistent company
image in all communication. 4
1 North America California, Washington State and Arizona Dont waste your budget by airing messages on radio or TV for an under-
2 To brief (and motivate) his team about the North American operation. performing product. 1
3 Only partially. There seem to be certain problems which his audience are Do separate long-term schemes from short-term measures; develop and
aware of. implement a well thought-out marketing plan. 6
5 Dont omit to inform, remind, and inspire customers, and give them reasons
1 On balance and incentives to come to your business. 5
2 In other words Do maximize ROI by highlighting a single major consumer benefit in your
3 as it were, at a stroke promotional text. 2
4 By the way Do remember to continue to satisfy and delight your current clientele;
5 by and large, on the one hand, on the other cross-selling or up-selling to your loyal customers is much less costly than
6 at large, as a rule attracting new business. 8
7 in particular Do be sure to lead with your strengths: dont make people wait for the pay-
8 In effect, of course off. 3
9 at all costs Dont imagine that online business is yours for the taking: you also need to
10 By the same token, as well. invest in traditional media to develop a successful web store. 7
6 9
1 on balance = all things considered, essentially 1 throwing, jumping
2 in other words = to put this another way, or 2 running, getting
3 as it were = sort of, as you might say, so to speak; at a stroke = all at 3 redesigning
once, all in one go 4 providing
4 by the way = incidentally / anyway (informal) 5 up-front, copy
5 by and large = mainly / in the main; on the one hand / on the other = 6 captive, converting
firstly, in one situation / conversely, alternatively, in contrast 10
6 at large = all around the place, generally, everywhere; as a rule = Students own answers
7 in particular = particularly, especially
8 in effect = effectively; of course = naturally, certainly 5.4 Management skills Active listening
9 at all costs = definitely / whatever we do
10 by the same token = for the same reason, in the same way, similarly, 1
likewise; as well = also, additionally, in addition Students own answers
7 2
Students own answers 1 open
2 supplementary
5.3 Vocabulary Marketing 3 closed
1 4 multiple
5 leading
Students own answers 6 Trick
2 3
1 brand new 1 supplementary
2 to devise a brand 2 trick
3 a flaming brand 3 open
4 to detect a brand 4 leading
3 5 closed
1 An extremely marketing-savvy group that understands how numerous 6 multiple
companies actively covet their business, they greet new brands with 4 and 5
intense scepticism. Students own answers
Brands have a tremendous effect on Gen Y-ers because they want to
share in and exploit brands emotional appeal. They use the brands they 6
support as important forms of self-expression that communicate to peers 1 His flat is too noisy and too small, parking is difficult.
exactly how they define themselves as well as how they want others to 2 He is fond of the street where he lives, and he seems nervous about
view them. borrowing money.
2 It is imperative for Gen-Y businesses to focus on brand strategy and 3 She uses appropriate responses to what Mr. Garcia says: she paraphrases,
to connect on an emotional level, to create brand endorsers, who reflects, empathizes, clarifies, echoes, encourages, summarizes and
recommend brands to friends and create the necessary buzz that drives focuses.
sales and increases market share They need to define precisely what Gen
Y-ers care about and what benefits will motivate them to buy the brand, 7
by using the steps suggested. 1 understand correctly, basically
2 My guess is
3 too clear, have in mind
4 Too soon?
5 Uh-huh?
6 weve established
7 what I would suggest
11
Answer key
8 6 Risk Management
1=7
2=2 6.1 About business Crisis management
3=6 1
4=3
1 c 2 c 3 b 4 b
5=1
2
9 and 10
Dezenhall rejects the dogma of traditional PR rules; he feels that attack is
the best form of defence.
5.5 Writing Advertising copy 3
1 1 In the White House under Ronald Reagan. His approach to crisis
management is political rather than commercial.
2 Always apologize, always show concern, always instantly recall your
2 product.
Corsa dynamic chassis, choice of engines and new MP3 connector. 3 People think that a sincere apology will be accepted and the wrongdoing
Beetle Cabriolet - a thoroughly modern interpretation of our classic design. will be forgiven, but Dezenhall feels that apologies are usually ineffective.
4 He recommends fighting the accusations, because he believes whoever
3 attacks, wins; whoever defends, loses.
1 c 2 f 3 d 4 b 5 e 6 a 7 i 5 He gave it as an example of how by defending himself against a false
8 l 9 k 10 h 11 g 12 j accusation, Steve would still be generating negative publicity.
6 A villain, a victim and a vindicator. In a crisis, if you can find a
4
vindicator and be seen as a victim rather than a perpetrator, you are
Students own answers forgiven far more easily.
5 4
1 Well send off the package to you in less than 48 hours. 1 Traditional rules handed down from generation to generation without
2 Well reveal the strategies that will help you generate a USD2m profit. questioning Mother Goose is a traditional book of stories that every
3 Press a central switch, and all the windows open at the same time. child learns at his/her mothers knee.
4 Just click on the link below for more information! 2 He was burnt, he had no chance of recovering from the mistake.
5 Pay just 24.99 a month for complete access to all our online services. 3 Al Sharpton and Jesse Jackson are black religious leaders and human
6 The door chime function lets you know if anyone has come in or gone rights activists.
out. 4 To stonewall means to refuse to give information, i.e. to obstruct progress
6 like a stone wall.
Students own answers 5 To put lipstick on a pig means to try to make something unpleasant look
more attractive by artificial means.
5.6 Case study Presnya Taxi 5
1 and 2 1 The cell phone manufacturers stock dropped by 20%, Merck lost
Students own answers roughly $750 million in the fourth quarter of 2005 alone and was
expected to have to pay between $4 billion and $18 billion in damages,
3 Perrier lost its position as market leader, and Audi had very few sales
1 Volodya is worried because the accounts are not too good and turnover in the US market for ten years. Dezenhall refers to them as examples of
is falling steadily. how crisis management can be crucial to a companys survival (and by
2 Competition from freelancers, minivans, other forms of transport and implication, how easily his PR companys fees are justified!).
traffic jams. 2 strong leaders survivors are able to take difficult decisions
3 To consider her ideas for rethinking the companys marketing strategy. feel-good gurus survivors do not blindly follow conventional wisdom
on reputation management
4 and 5 climate shifts survivors are flexible enough to adapt when necessary
Students own answers guarantees survivors know there are no guarantees, even when major
6 investments are made
pain thresholds survivors accept short-term losses in return for long-
Strategy make current, We do better strategy more visible how? term gains
options go upmarket, e.g. limos, business-only or ladies-only cars? baby steps survivors do not try to solve everything at the same time
go downmarket: cut costs, salaries, service and prices, self-knowledge survivors are realistic and objective
develop advertising revenue the little guy survivors believe that the ordinary citizen does not
think laterally, e.g. taxi motorbikes, equipped with automatically have more rights than the corporation
comfortable passenger seat, protective clothing and helmet, luck survivors sometimes get lucky breaks
radio telephone, etc. radical solution to traffic, comfort and 3 In the past, crisis management was judged by financial and ethical
image problems? standards; now a companys handling of a crisis is judged by its stock
price, its advertising campaigns, its success or failure in court and its
Branding change name, logo, etc. to something more in line with target
image on TV.
decisions customer profile?
4 The political model of crisis management assumes that a crisis is
make clearer, more targeted promise to customers what?
motivated by an opponent and must be resolved by fighting, rather than
develop new image and company values to match new
being the result of accident or misfortune and resolvable through good
strategy what?
communications.
Partnering can we find a partner business to share resources and costs? 5 Dezenhall seems to be rather cynical about the media: he refers to the
decisions e.g. hotel/restaurant chain, airline, railway, B2B, football hostile scrutiny used to fill the media vacuum on twenty-four-hour-
club, other? a-day cable news, and suggests that radio and TV encourage experts to
can we use the Internet to enhance customer service/ criticize crisis management on the grounds that successfully resolving
experience, perhaps with partners? crises doesnt make for very good TV.
Promotion advertising where, when, what? 6
options organize events what? Students own answers
should we have a website?
could we use direct mail? 6.2 Grammar Perspective and stance
what about sponsoring a basketball team?
1
7 and 8 explicit: financial, business, global, banking, human, managerial
Students own answers implicit: (suggested answers)economic, ethical
2
1 in simple terms
2 If you put this in simple human terms
3 From a human point of view
4 Financially speaking
5 in global terms
6 From the point of view of the banking industry
12
Answer key
3 10
Text A: confident, pessimistic, initially more objective, later more subjective 1 trading 2 scan 3 malicious
/ critical / subjective
11
Text B: fairly confident, quite critical, subjective
Text C: quietly confident (despite tentative language), partly optimistic, Students own answers
partly pessimistic, objective / sceptical
Text D: objective, apologetic, confident 6.4 Management skills Communicating in a crisis
4 1
5 2
1 Without doubt your risk management plan is absolutely full of holes. 1 Do 2 dont 3 Do 4 Do 5 dont 6 dont 7 Do 8 Do
2 On balance the strategy has been reasonably successful. Tip 1 applies to response 1
3 It looks increasingly likely that prices may rise. Tips 3, 4, 6, 7 and 8 could apply to response 3
4 I must say that you really should have paid more attention to the risks Tip 5 applies to response 6
involved.
5 There are strong reasons to believe that the product is firmly taking hold. 3
6 There is little likelihood of the same thing happening twice. a) the need to keep paying for risk management Tip: 8
7 We may have made mistakes, but we have learned some useful lessons. b) making sure competitors do not win Tip: 3
8 In some cases sales have maintained a satisfactory level. c) old machinery threatens productivity. Tip: 7
d) industrial action / strike Tip: 2 / 6
6.3 Vocabulary Risk management and digital risk e) natural disaster (hurricane) Tip: 1X
f) allegedly harmful effects of drug Tip: 5
1 g) suspected corruption or insider trading Tip: 4
Students own answers h) poor sales. Tip: 6X
2 4
1 Students own answers 1 is like
2 hazard, financial, operational and strategic 2 legitimate, issue
3 makes risks more prominent and real to managers; expands a companys 3 to the point
definition of risk; improves perception of good risk that can help a 4 focus, positives
company grow, and bad risk that will only lead to loss 5 important, remember
6 forget, as yet
3
7 briefly sum up
hazard: fire, theft, flood, property damage, smashing a company car 8 quietly confident
strategic: competitive pressures, customer shortfall, misaligned products
operational: supply chain problems, cost overruns 5
financial: interest rate and foreign exchange fluctuations Students own answers
4 6
1 face 1 c 2 f 3 a 4 e 5 b 6 d
2 deal with
3 examine 7 9
4 manage Students own answers
5 mitigate
6 identify 6.5 Writing Press statements
7 quantify 1
8 prioritize
a) press release
5 b) press statement
1 a 2 c 3 b 4 a 5 c 6 b 2
7 a 8 c 9 b 10 a 11 c 12 b
a) Release of statistics on football disorder incidents
6 b) Lindane being found in chocolate
1 dealing 3
2 detrimental / material
1 Tremendous progress
3 account
2 preventing (violent) disorder
4 reduce / mitigate
3 posing a risk
5 steps
4 wholeheartedly agree
6 performance / viability
5 secure environment
7 cited
6 targeting (anti-social) behaviours
8 continuity
7 openly admit
9 managing
8 utterly convinced
10 bases
9 minute traces
11 impact
10 fully informed
12 face
4
7
address, city, the context, background info on the situation, quotations, date
5
8
1 a 2 a 3 b 4 b 5 a
1 passing off the unauthorized commercial use of a companys brand,
name, logo, etc. 6
cybersquatting registering a domain name featuring another companys 1 c 2 c 3 c 4 a 5 b 6 c 7 c
brand name
hacking - malicious security incidents or breaches 7
protest issues manipulating Internet users to protest, boycott or attack Students own answers
a company product or site
2 by using software and specialist analysis to locate, report and act on 6.6 Case study Prigord Gourmet
abuse
1
9 Students own answers
1 abuse
2
2 perpetrators
3 reversal 1 N 2 F 3 T 4 N 5 N 6 N
4 monitor 3
5 issue Students own answers
6 desist
7 litigate
8 pursue
13
Answer key
4 7.2 Grammar Inversion and emphasis

1 Washington Police Department 1
2 Two French citizens have been taken to hospital with suspected food 1 Should
poisoning 2 were
3 Are you aware of any other similar cases? How difficult would it be for 3 Should
someone to get access to your product? 4 Had
4 Strychnine poisoning 5 Were
5 6 had
6 1 What I (do) want to focus on today is the importance of evaluating risk.
1 The two people in Washington are making a good recovery the 2 Short-termism is (the reason) why many investors fail.
strychnine dose was too low to be fatal. 3 Scarcely had she made her investment when the global markets
2 There are three more cases in Hong Kong. The animal rights people have crashed.
hacked into the website and left a message about the poisonings but 4 He was such a charismatic person that he inspired absolute loyalty in
they claim they didnt do it. his team.
3 Call a press conference for the next afternoon; make a short statement, 5 May you have the best of luck when youre out there youll need it!
and then take questions. 6 Only by focusing closely on risk was he able to avoid huge losses.
7 Were the markets really to / to really take off, well be set to make major
7 and 8 gains.
Students own answers 8 Not only did you fail to make any gains, but you also lost nearly all our
money.
9 Why I (do) disagree with you is that you ignore fundamentals.
7 Investment 10 On no account must we give in to their demands.
7.1 About business Investing responsibly 3

1 Words are not what we need, its action.
1 Action rather than words is what we need.
Students own answers What we need is action rather than words.
2 2 The reason why Im here today is to discuss my promotion prospects.
What I want to discuss here today is my promotion prospects.
1 True My promotion prospects are the reason why Im here today.
2 False. Change like to unlike. 3 No market is more important for raw commodities than China.
3 False. Example rewrite: The philosophy was formulated by fund donor Without doubt the most important market for raw commodities is China.
Charlie Michaels and Haas professor Kellie McElhaney. China is undoubtedly the most important market for raw commodities.
4 True 4 What impresses me more than any other quality is your attention to
5 False. Example rewrite: The main aim is for students to learn how to detail.
fund and work with the development of small enterprises. The quality that most impresses me is your attention to detail.
3 I am more impressed by your attention to detail than any other quality.
b 5 All I want you to do first is only listen.
The only thing I want you to do first of all is listen.
4 Just listen thats all / what I want you to do first.
Students own answers 6 What you should never do is borrow to invest in equities.
Under no circumstances should you borrow to invest in equities.
5
One thing to avoid at all costs is borrowing to invest in equities.
Extracts expressing an evaluation / opinion:
It is definitely a new concept for business-school students to be doing this 4
This is obviously a real-life example of putting your money where your 1 absolutely
mouth is 2 indeed
Words indicating evaluation: definitely, obviously 3 utter
Further examples of opinion and evaluation: 4 such
its not huge money, but even giving a loan of $25,000 to such a small 5 whatsoever
institution can make a big difference. 6 Regrettably
Raymond Fisman, a faculty adviser to the group, applauds the approach. 7 do
Note: this is reported evaluation. 8 rather
Business students have become more socially oriented, and they realize
5
that it is not just about making money,
Its about having an impact in a positive way in the rest of the world. Students own answers
6 6
social returns, socially responsible business practices, socially responsible What I particularly want to talk about today is ...
investing, social and environmental issues, the Haas Socially Responsible The reason for wanting to focus on this is mainly because ...
Investment Fund, most socially responsible investment funds, socially What weve found over the years is that ...
responsible activities, socially responsible investment techniques, their Were the business schools to focus on ...
social, environmental, and financial performance, social investing, social I do want to emphasize at this point that ...
entrepreneurship, socially responsible investment funds at universities, Should you have access to a huge amount of money ...
socially oriented Under no circumstances should you ...
What you need above all ... is ...
7 No sooner do you ... than ...
gaining steam = achieving momentum (like a steam train) What youre doing is ...
a flurry of new electives = a sudden or short rush of students opting to take Not only do you need programmers and lawyers, but also ...
an academic course Only then do you have ...
students are clamouring to apply their knowledge in this field = students are What investors want to see is ...
very eager (demanding) to put their knowledge into action
7 9
putting your money where your mouth is = practising what you preach;
doing what you say you will do Students own answers
the both lamented the way socially responsible funds are run = they
expressed sorrow or regret about the way socially responsible funds are
managed
put our stake in the ground = to claim or secure something as ones own
(from the activity of staking out a plot of land)
make a dent in global poverty = reduce global poverty
8
14
Answer key
7.3 Vocabulary Investment choices 2

1 1 Text A: construction, Text B: tourism
Students own answers 2 Text A: booming industry in the Middle East and Carillion negotiates its
own contracts, Text B: not given, but the recent acquisition of intrip20.nz
2 may have affected it.
1 value 3 Text A: integration of McAlpine, Text B: demonstrating solid progress
2 equities 3
3 companies
4 recession news / context
5 recoup my losses performance
6 portfolio outlook
7 buy-to-let recommendation
8 risk-averse 4
9 diversify 1 take
10 exposed 2 generating
11 entails 3 tucking away
12 bricks and mortar 4 reach
3 5 forecast
have your head screwed on: be sensible, practical and aware 6 trading
put all your eggs in one basket: rely on just one thing for success 5
go pear-shaped: go wrong
the other side of the coin: the opposite angle or viewpoint 6
1 e 2 f 3 h 4 d 5 a 6 b 7 c 8 g
4
1 d 2 f 3 b 4 h 5 c 6 g 7 a 8 e 7
a) 6 b) 3 c) 1 d) 5 e) 4 f) 2
5
2, 3, 4, 5, 6, 7 and 8. 1 in the right place positive / cautious
2 start to deal with an unpleasant or difficult situation positive
6 9 3 used in horse racing: where the winners go after the race positive
Students own answers 4 return positive / cautious
5 stay where you are positive / cautious
7.4 Management skills Decision making 6 if things can get worse negative
1 8
2 7.6 Case study Lesage Automobile
1 e 2 g 3 c 4 b 5 h 6 d 7 a 8 f
1
3 Students own answers
A4 B5
2
4 1 Because he aimed to produce a low-cost vehicle targeted at developing
1 1 Define the criteria 2 Identify the options 3 Weight the criteria 4 Make countries, but Western buyers clamored for the car.
the decision 2 It is a roomy five-seater with a passenger-side airbag and a three-year
2 Claire prefers Nice, Bernard prefers Lyon. warranty which still sells for about half the price of its competitors. It
3 Yes. (Its pretty black and white and It seems an open and shut case.) meets a demand for utilitarian cars in the context of Europes discount
5 mania.
3 By stripping the car of costly design elements and superfluous
1 What conditions would we need to satisfy to find the ideal solution?
technology, avoiding electronics, using an adapted platform which is
2 We need to draw a distinction between essential requirements and
cheap to build and easy to maintain and repair, slashing the number
desirable characteristics. (or) We need to draw a distinction between
of components by more than 50%, assembling almost entirely without
desirable characteristics and essential requirements.
robots, and taking advantage of low labour costs in Romania.
3 Can we quantify that more specifically?
4 Students own answers: perhaps by following suit like Volkswagen, or
4 Lets consider all our options; can we draw up a list?
cutting costs even further like Tata, or maybe just by strengthening their
5 Does that cover everything, or are there other avenues we should
positions in their traditional markets.
explore?
6 Where would you put cost on a scale of one to five? 3
7 Cost isnt nearly as critical as workforce; Id only give it a three. 1 Amelia is a member of the Lesage family, and presumably the President
8 It would seem that we can rule out Nice. or CEO.
9 Do we go for Lille? 2 Mikhail is in favour of not going down-market, or if they do, stripping
10 Lille it is then. down an existing model. His suggestion of rebadging is ironic. Jack sits
6 on the fence and gives very little indication of his preferences.
3 They are drinking affordable coffee as part of Amelias no-frills
1 running
campaign.
2 break
3 reason 4
4 equation 1 refuse to go down market invest in quality, style, service
5 end 2 produce a no-frills model in France
6 numbers 3 build own model in Eastern Europe
7 white 4 strip / take cheapest existing model down to essentials / and strip it
8 case down to essentials
Pairs with similar meanings: 5 joint venture with Russians using old-generation technology
1 and 4, 2 and 5, 3 and 6, 7 and 8 6 import and rebadge cheap cars from India
7 target traditional markets in Western Europe
7 and 8 8 target developing markets in Eastern Europe / China / Africa
5
7.5 Writing Financial reporting a) political implications including incentives
b) corporate image
1 c) attractiveness for low-end customer
1 a) combat b) health c) water d) sports e) weather d) after-sales,
2 Students own answers e) unions reaction and morale
3 Students own answers f) finance liquidity, debt, equity?
4 Possible answers include, Sport,
6
Water, to jump ship
Weather to survive the turmoil
Combat, to trigger something
Health to be in good shape, to stunt growth, to have muscle, an early
recovery
15
Answer key
8 Free trade 4
1 around
8.1 About business Free trade and multinationals 2 back
1 3 over
4 up
1 market
5 in
2 goods
6 out
3 restrictions
7 away
4 taxes
8 on
5 non-tariff
9 off
6 quotas
10 down
7 liberalization
11 through
2 12 into
1 the collapse of the Doha talks. 5
2 the 1993 Uruguay talks were stopped from failing only because APEC
1 kick around = discuss
[prompted by the USA] proposed closer intraregional [as opposed to
2 claw back = recover
inter-regional] links, which got Europe back to the negotiating table.
3 gloss over = ignore
3 that the reason for Europes continuation in the talks was because
4 weigh up = assess
Europe was afraid that the USA would unplug itself from
5 take in = absorb
multilateralism, i.e. turn to unilateralism.
6 bail out = rescue
4 APEC and Mercosur.
7 do(ne) away (with) = remove
5 lack of leadership and drive.
8 focus on = concentrate (on)
3 9 tail off = dwindle
1 10 nail down = finalize
11 get through = survive
4 12 buy into = accept
1 the Doha trade round: when gardens are neglected (a metaphor for the
Doha talks), withering (continuation of the metaphor, with negative 6
connotation), predictably (this adverb indicates how the writer views 1 commence
the consequences of the talks breakdown, i.e. the weeds of unworkable 2 erode
grand plans), more political puffery than economic substance (again 3 continue
critical) 4 enter
2 the European Union and NAFTA: Regionalisms only big successes are 5 diversify
the EU and the North American Free Trade Agreement (a clearly stated 6 produce
argument in favour of these two groupings) 7 protecting
3 Japans big idea and Fred Bernsteins idea, these schemes are no magic 8 initiate
bullets (a metaphor for a quick, effective solution), in other words 9 dilute
Japans big idea is not an effective solution. 10 surrender
5 7
Paragraph 6 contains a lot of evaluation, all of which contributes to the 1 commence kick off
writers sceptical stance towards the concept of regional groupings: also 2 erode eat into
defies abundant evidence to the contrary; remain dreams; are moribund; 3 continue crack on with
South Americas Mercosur is in trouble, as are its talks ; Disputes 4 enter break into
have dogged ; South Asias plans for a customs union look like a joke; 5 diversify branch out
Regionalisms only big successes are the EU and the North American Free 6 produce come up with
Trade Agreement and the former is too sui generis to be replicable. 7 protect shore up
This language includes evaluative words (e.g. moribund) and arguments 8 initiate start up
which are essentially the writers opinion. 9 dilute water down
10 surrender bow to
6
focus on (concentrate on)
8.2 Grammar Phrasal and prepositional verbs conjure up (produce)
go in (x2, enter)
1 get in (enter, arrive)
1 go build up (increase)
2 took calm down (relax)
3 turn / look stand by (remain with)
4 put
5 brought 8.3 Vocabulary Forming new words
6 get
7 came 1
8 cut 1 The article aims to give a light-hearted overview of how new words can
9 ran be created, with contemporary examples from a business and commerce
10 look context.
2 acronyms, e.g. BRIC; attaching a letter, such as e for electronic, to
2 existing words, e.g. e-commerce; combining old words and affixes
1 return to create new words, e.g. offshoring; blends, e.g. globaphobic; raid
2 became popular words from other contexts, e.g. guru; shortened words, e.g. max (from
3 direct your attention to maximum); change the part of speech, such as phrasal verb to noun, e.g.
4 propose, offer, suggest stopover; rhymes, e.g. clicks and mortar; combine two words in a novel
5 caused combination, e.g. swarm businesses; metaphors, e.g. glass ceiling
6 communicate
7 initiate, think of 2
8 reduce acronyms: B2B, NAFTA, ASEAN
9 encounter, meet attaching a letter: e-signature
10 search, seek investigate combining old words and affixes to create new words: presenteeism,
downsize
3 blends: Coca-colonization, infonomics, blog, agflation
1 behind raid words from other contexts: (marketing) crusade
2 from shortened words: dotcom
3 for change the part of speech: dollarize, Google(d), bookmark(ed)
4 against rhymes: al desko, get rich click, brandalism
5 above combine two words in a novel combination: angel investor, marketing
6 under crusade
7 above metaphors: cappuccino / goldilocks / tiger (economy), angel (investor)
8 past
9 without
10 about
16
Answer key
B2B = business to business; NAFTA = North America Free Trade 8.5 Writing Formal invitations
Association; ASEAN = Association of South East Asian Nations
e-signature = electronic signature 1
presenteeism = being present at work but effectively absent due to long Students own answers
hours and low productivity; 2
Coca-colonization = coca cola + colonization; infonomics = information +
1 Talk on The Price of Trade
economics; blog = web + log; agflation = agriculture + inflation; downsize =
2 Dinner and dance celebrating of the opening of a computer laboratory at
through economic necessity reduce the workforce and assets of a company
Amir College
crusade = an aggressive (marketing) campaign
3 Retirement function
dotcom = company which does its main business over the web
dollarize = to get rid of a countrys local currency and go for the dollar; 3
Google(d) = to google / search for something; bookmark = to (electronically) 1 e 2 d 3 a 4 f 5 b 6 c
add a bookmark
al desko = eating at your desk (rhyme: al fresco), get rich click = get rich by 4
means of the Internet (rhyme: get rich quick); brandalism = defacing public 1 h 2 c 3 d 4 b 5 a
buildings with corporate slogans and advertising (rhyme: vandalism) 6 g 7 f 8 e 9 i 10 j
angel investor = a helpful individual who invests in a start-up company
5
cappuccino economy = an economy like the coffee frothy on top, flat
underneath; goldilocks economy = not too hot, not too cold, just right; tiger Naming yourself; Ms Annie Foulkes, Dickens and Associates
(economy) = a fast-growing economy which is dynamic like a tiger Inviting; Join us to celebrate, Mack Corporation cordially invite you to,
Share with us the celebration of, would like you to come to.
3 Stating purpose; a get together, Tims 50th birthday, an evening of fashion and
1 Oxbridge = Oxford and Cambridge (universities) food.
2 wikinomics = wiki + economics Time; on Saturday evening, from 22.00 23.00, around 7 pm.
3 flexicurity = flexibility + security, as in the Danish jobs market Dress; Black tie optional, Business attire, Smart casual fine, Evening wear.
4 genericide = generic + -icide, i.e. killing brands by becoming the word for Replying; Please let us know if you can come, Contact: F Patterson, Replies
all products in that category, e.g. aspirin, iPod to Gabriella di Marco.
5 stagflation = stagnant (growth) / stagnation + inflation
6
6 philanthopreneur = philanthropist + entrepreneur
1 John and Maria Shaw request the pleasure of the company of Anna
4 Maria Martinez at their party.
1 venture catalyst 2 Please join us at a reception to celebrate the launch of the new
2 corporate anorexia 3 Cocktails (etc.) will be served.
3 virtuous cycle 4 Regrets only.
4 future proof. 5 Plaza Hotel Ball Room. Admission by ticket only.
5 spin journalism
6 career coach
7
1 False: in writing, in black ink
5 2 False: handwritten in black ink
1 womenomics 3 True
2 cleantech 4 True
3 lifestreaming 5 False: it isnt necessary
4 upcycling 6 False: only the date
5 rightsizing 7 False: the person should be named; if not, always ask the host; you
6 metrosexual (has also led to retrosexual, technosexual, heteroflexible) should only take a partner to a wedding if you are engaged to that person
7 CXOs 8 False: you can reply by email
8 Wal-Mart effect
8
8.4 Management skills Leading the team 1 Gerrard Stein, Head of Faculty, and guest would be delighted to attend
the Festival Celebratory Lunch at the Grand Hotel, on Sunday 12 August
1 at 12.45 pm.
Students own answers 2 Mr Fernando Cabrera regrets he is unable to accept the kind invitation of
Dr and Mrs Albert Casey for Saturday 18th December.
2 3 Gerhard Pohl thanks the Dean and his wife very much for their kind
1 a) specialist b) resource investigator c) coordinator d) shaper e) monitor- invitation to the Senate dinner on December 9th at Graduation Hall,
evaluator f) team worker g) implementer h) completer-finisher i) plant New Street, and has much pleasure in accepting.
2 and 3 students own answers
4 suggested answers: by recruiting and delegating when necessary, 9 and 10
defining responsibilities, empowering team members in particular areas, Students own answers
motivating, encouraging and coaching team members to take on new
roles, taking on missing roles themselves 8.6 Case study The cartel
3 1
coaching a completer-finisher: 3 Students own answers
taking on a specialist: 6
2
empowering a resource investigator: 1
giving constructive criticism to a plant: 5 1 The holo pioneers are Holoplay PLC and ThreeD-Vision Inc. They are
delegating to a shaper: 2 the two protagonists in the format war for the lucrative new hologram
motivating a monitor-evaluator: 4 video market.
2 There can be only one refers to previous format wars between audio
4 and video technologies where a single technology always becomes the
1 go ahead, follow up on dominant standard, making its competitors obsolete. There is also a
2 keep me in the loop cultural reference to the Highlander film and TV series.
3 along the same lines 3 Initially supply was limited, so prices were high and demand was low.
4 take ownership of Demand is now growing in spite of the current $3000 price tag. When
5 huge strides, keep up the good work greater production capacity means that supply exceeds demand, analysts
6 keeping on top of expect that prices will fall.
7 let him get on with it 4 The duopoly is expected to continue because Holoplay and ThreeD-
8 help us out Vision hold watertight patents for their respective technologies, and
because of the uncertainty over which format will become the standard.
5
5 The article suggests that one of the two players will have to reduce its
1, 5 participating / supporting margins significantly in order to acquire a dominant position in the
2, 8 delegating / observing global market, especially in Asia.
3, 4, 7 selling / coaching
6 telling / directing 3
1 D 2 T 3 D 4 F 5 T 6 T
6
17
Answer key
4
1 This is open to debate: the main point is the strategic choice between
volume and margin. Both companies will probably want to claim as big
a share as possible of the developed markets (Europe, North America,
Oceania) before targeting much larger volumes but lower margins in the
rest of the world.
2 Possible strategies might include agreeing to keep prices reasonable for
the consumer, agreeing to develop cross-format compatible applications,
agreeing on a policy of transparency on technical developments and
specifications, collaborating on R&D to provide more choice and
versatility for the consumer and agreeing to put an equal percentages of
profit into R&D.
5
18
Answer key
Review 1 4 Review 4
1 run
(page 30 in the Students Book) 2 pay (page 57 in the Students Book)
3 expose
1 Personal development 4 sidestepping 4 Managing conflict
1 5 coin 1
6 set
1c 2g 3b 4e 5h 6d 7a 8f 1g 2d 3e 4a 5h 6c 7b 8f
7 offer
2 8 facing 2
1 have clearly been conducting 5 1 You need to keep a backup copy in case the
2 is original gets mislaid.
1 build a new image
3 prepared carefully 2 While some tasks are too difficult, others are
2 bouncing some ideas off
4 was properly thought through / was thought weird. / Some tasks are too difficult, while
3 its a jungle out there
through properly others are weird.
4 the bottom line
5 are often asked 3 Unless you meet the deadline I wont be able
5 reluctant to delegate
6 have not thought about to assess your work.
6 hands-off approach
7 come away 4 Reach for the mic and start speaking as soon
7 flavour of the month
8 actually is / was as you step up on the podium. / As soon as
8 hit the ground running
9 To keep you step up on the podium reach for the mic
10 should be held and start speaking.
5 I missed the deadline because I didnt actually
3 Review 3 know about it.
1e 2c 3a 4f 5d 6b 6 You can take Friday off provided you make
(page 56 in the Students Book)
4 up the time next week.
1 analyse, analytically, analyses, analytical 3 Supply chain 7 Although Simone had flu and was run
2 communicative, communications down, she managed to give an excellent
1 presentation.
3 innovatively, innovative, innovate
1 power 8 He behaves as if he owns the place. / He
5 2 supply thinks he owns the place, and acts as if he
3 Difficulties does too.
4 backdrop
analyst
5 suppliers
3
analyse 1 position
innovate 6 reform
7 chains 2 guilty
8 consumers 3 appreciate
analyses 4 hesitate
innovative 2 5 compromise
1 It remains unclear which particular countries 6 understand
are affected. 7 love
innovator
2 The report focuses particularly on coffee 8 prefer
innovative
retailers who meet the refreshment needs of
office workers in cities worldwide.
4
innovatively 3 Our aim is to find an inexpensive piece of 1 put up with
software which offers practical solutions. 2 get away with
3 stand up for
communicator 4 The reason (why) so many great team leaders
are gathered here today is to celebrate the life 4 laying
communicative 5 mull, over
and achievements of Santiago Gabrielli.
5 Your key job responsibility involves 6 face up to
analytically promoting and achieving high standards of 7 talk, through
analytical personal and social welfare. 8 smooth, over
6 Dr Stephen James is a successful and 5
communications outstanding manager (who was) educated at 1d 2a 3b 4c 5g 6i 7f 8h
Harvard.
6
-able adaptable, dependable, knowledgeable 3
-ible responsible, sensible 1 choose Review 5
-ive assertive, reflective, responsive, 2 validate
(page 82 in the Students Book)
sensitive 3 source
-ful careful, cheerful, helpful, powerful 4 consider
-ant observant 5 decide
5 Strategic marketing
-ent confident 1
4
-worthy trustworthy 1 Where do you think branding comes from?
-ic energetic, idealistic, sympathetic 1b 2a / e 3d 4a / e 5c 6g 7h 8j 9f 10i
2 Whose marketing strategy seems less
7 5 attractive than what you can offer?
1 The image we are trying to project is one of 3 How does your brand strategy differentiate
1 frustrated
timeless quality. you from the competition?
2 reputation
2 In order to appear more cutting edge we have 4 Which socioeconomic or demographic
recently diversified our product portfolio. characteristics define a group? / Which
Review 2 3 The reason we decided to offshore our
production facility to the Far East was to cut
characteristics define a socioeconomic group
or demographic?
(page 31 in the Students Book) costs. 5 What do you mean when you say strategy is
power? / When you say strategy is power,
6 what do you mean?
2 Corporate image
1c Returns 6 Why is strategic thinking a better choice than
1 2d Stales fire fighting? / Why is fire fighting a better
1b 2e 3d 4a 5c 6j 7f 8i 9h 10g 3a Unsaleables choice than strategic thinking?
4f Stockouts 7 How, then, are you supposed to compete? /
2 5e Scan-based trading How are you supposed to compete, then?
6, 2, 3, 5, 4, 1 (1 = most likely, 6 = least likely) 6b Cradle-to-grave 8 What can you do that would ensure you
3 succeed?
1 is sure to
2 is likely to
3 is poised to
4 might possibly
5 probably wont
6 is expected to
19
Answer key
2 5 Review 8
1 across 1 incorrect: tremendously does not collocate
2 until 2 correct (page 109 in the Students Book)
3 without 3 correct
4 except 4 incorrect: necessarily does not collocate 8 Free trade
5 on account of 5 correct 1
6 in accordance with 6 incorrect: simply does not collocate
1 liberalization
7 in the light of 7 incorrect: explicitly does not collocate
2 barriers
8 With regard to 8 incorrect: forcefully does not collocate
3 round
3 4 protectionism
5 goods
additional, supplementary
advantage, edge
Review 7 6 reform
adapt, tailor (page 108 in the Students Book) 7 progress
anticipation, hope 8 agreement
concerns, worries 7 Investment 2
constitutes, forms
create, devise 1 1 tail off
1 maximizing 2 get through
evoke, suggest
2 promoting 3 take in
hikes, increases
3 limiting 4 go in / weigh up / come up with
temporary, transient
4 investing 5 claw back
4 5 creating 6 kick around
1 a brand 6 assisting 3
2 an impression
3 prices 2 1 implementor
1 Should a counter-bid be launched we are 2 investigator
4 appeal / problem
going to have to raise our offer. 3 empowering
5 question
2 What I would like to do in the next session is 4 delegate
6 text
draw up a long-term investment plan. 5 coordinator
7 a solution
3 Had we been told that ours was the only bid, 6 coach
5 we could have offered less. 4
1c 2e 3b 4d 5a 6j 7g 8f 9i 10h 4 Under no circumstances may the sealed bids 1d 2a 3e 4b 5c 6h 7i 8j 9f 10g
6 be opened before the closing date.
5 Were we in a stronger position financially we 5
1 clarifying might be able to increase our bid. 1b 2e 3d 4f 5a 6c
2 echoing 6 The candidate we have appointed is Maurice
3 paraphrasing DArby.
4 focusing on the next step 7 No sales executive has performed better than
5 reflecting what the other person feels Sandra Notham.
6 summarizing 8 The issue that most concerns me is lack of
7 not saying anything professional discipline
3
Review 6 1 premium priced product
2 risk-averse
(page 83 in the Students Book) 3 put all your eggs into one basket
4 blue chip companies
6 Risk management 5 diversified portfolio
1 6 boost revenues
1 relaunch 7 market volatility
2 recover 8 the herd instinct
3 fight 9 lack of transparency
4 occupy 10 bricks and mortar
5 refer 4
6 practise 1 out of the running / equation
7 speculate 2 a make or break factor
8 commit 3 it stands to reason
2 4 out of the equation / running
1 circulate 5 the be all and end all
2 charged 6 the figures speak for themselves
3 accused 7 its pretty black and white
4 accept 8 its an open and shut case
5 deny 5
6 pose 1 carving
7 determined 2 stepping
8 committed 3 generate
3 4 underpinned
1e 2g 3b 4d 5c 6f 7h 8a 5 forecasting
6 beaten
4 7 trading
1 bombarded 8 boosted
2 abuse
3 vulnerable
4 tolerate
5 strategy
6 identify
7 monitor
8 damage
9 impact
10 resources
20
Answer key
Grammar and practice 2 2

1 c 1 a rival product
answers 2 a 2 supply chain success
3 b 3 the most innovative solutions which are
1 Personal development 4 b implemented successfully
(pages 118 and 119 in the Students Book) 5 c 4 an innovative approach called from the
6 a shelf back,
1
5 an unavoidable rise in operating costs
1 to build 3 6 an ever-increasing range of size formats.
2 intend 1 e) 7 all the different size variations of tea or rice
3 be 2 h) sold at your local store.
4 ve been learning 3 a) 8 this principle of size variation is applied to
5 ve learnt 4 f) 9 The alternative approach adopted by the
6 dont envisage 5 c) massive container shipping industry i
7 to take 6 g) 10 one of the most challenging issues facing
8 has suggested 7 d) supply chain managers
9 smarten up 8 b)
10 put 3
4
11 m 1 that we should adopt / which is the most
12 to watch 1 must viable / Ive decided on
2 wont 2 that would be best for the job / I believe
2 3 should would be an outstanding leader / who I think
1 looked 4 shouldnt is the strongest candidate for the post
2 havent risen 5 must 3 where transport links are optimally sited /
3 had 6 Shall that has the strongest transport links
4 are getting / have been getting 7 ought not to 4 whose vision is aligned to ours / that never
5 drawn up 8 may lets us down I have always admired / who
6 are 9 shall builds long-term relations with companies
7 was 10 could 5 I wont be able to meet the deadline / why
8 ve asked
5 she failed to inform you / which I was given
9 m waiting
10 Have you written 1 There is little doubt that the plan will fail. 4
11 need 2 It is widely believed that the causes of 1 What, where, why
12 didnt advertise inflation are rising commodity prices, but its 2 Why
13 have been running not that simple. 3 what, how
14 re looking 3 I would argue that we need our customers to 4 That
love us more. 5 Who, what
3 4 You might / may want / wish to consider
1 LT talking to him about it. 5
2 F 5 She may well have got the sums wrong. 1 d
3 AN 6 Theyll be / they must be working on it now. 2 c
4 AN / LT 7 Its highly unlikely that hell ever convince the 3 a
5 RN CEO to change our logo. 4 e
6 AN 8 There is no real possibility that the outcome 5 b
7 LT will be positive. 6 g
8 F 7 f
6
9 RN 8 i
10 F 1 a This is more objective, while the other two 9 h
choices are subjective, i.e. the opinion of the 10 j
4 speaker.
1 reached / reaches 2 b This is less certain than the other two 4 Managing conflict
2 ask / (were to ask) choices.
3 re passing by / pass 3 b This is significantly more likely than the (pages 124 and 125 in the Students Book)
4 sit down other two choices. 1
5 had known 4 c There is no contrast in this choice, unlike
6 had left / given [note: given shares the same the other two. 1 nor (b)
had as left both are past perfect] 5 a This is less likely than the other choices. 2 but (e)
7 had listened 6 b Choice c paraphrases a, while this choice 3 yet (c)
8 were , d have been hit has a different meaning. 4 so (f)
9 had been 7 c This choice is much stronger than the other 5 and (a)
10 hadnt been two, which are more tentative. 6 or (d).
5 2
3 Supply chain 1 because
1 a great deal of research has been done
2 persist (pages 121 and 123 in the Students Book) 2 While
3 do many people believe 3 in order to
1 4 Whenever
4 employees who have achieved a specific
degree of success 1 costs 5 so that
5 employees may want such rewards 2 allocation 6 in case
3 business
6 Intrinsic motivation plays a major role
4 information resources
3
7 is not affected by external rewards 1 so that
8 can help themselves 5 allocation issues
6 problem 2 unless
7 optimisation model 3 While
2 Corporate image 8 cost reduction 4 whenever
(pages 120 and 121 in the Students Book) 5 Granted
6 except to
1
4
1 meet
2 are expected to focus mainly on 1 b)
3 is set to ask for 2 c)
4 is likely to seek 3 c)
5 leaves 4 a)
6 can tackle 5 c)
7 could significantly worsen 6 b)
8 would be lost 7 a)
9 move 8 c)
10 take 9 a )
11 should have 10 b)
12 ll see
21
Answer key
5 Strategic marketing 6 Risk management 7 Investment

(pages 126 and 127 in the Students Book) (pages 128 and 129 in the Students Book) (pages 130 and 131 in the Students Book)
1 1 1
1 for 1 In terms of finance, the whole project has 1 I have no complaints with their service
2 of been a disaster weve lost about $60,000 so whatsoever.
3 throughout / through far. 2 I am utterly appalled that they should let you
4 in 2 As far as ethics are concerned, we will need down in this manner.
5 on/ upon to make sure there is no conflict of interest. 3 You have made an extremely useful
6 without 3 From the point of view of the company the contribution indeed.
7 until plan looks great, but from a (purely) personal 4 Had I known about his directorship at the
8 by / from / to perspective / point of view I would question time, I would scarcely have trusted him.
9 during it it means Ive got more responsibility but 5 We were even more impressed with their level
10 before no extra money. of service than their reasonable fee.
4 Technologically speaking, the harbour bridge 6 This project is rather more challenging than
2
is an amazing feat of engineering, but they the previous one.
in __________ for: exchange, return certainly broke the bank in building it. 7 The share price ended up doubling, somewhat
in the __________ of: form, course, case, face, 5 To put this into a / its historical perspective, to my surprise.
light, region, wake we would be the first company ever to have 8 Merely tracking the all-share index is an
with __________ to: regard, reference, respect such a far-reaching policy in place. absolutely unacceptable policy, given their
in __________ with: accordance, common, 6 If we (could) look at this from a cultural point high management fees.
compliance, conjunction, connection, contact, of view / perspective, its a risky proposition
keeping, line 2
just look at all the differences in behaviour,
on __________ of: behalf, account appearance, values, you name it. 1 The reason why I oppose his approach is
that he concentrates on tiny details rather
3 2 than the broader picture.
1 in the light of 1 b) 2 It is not his punctuality but his aggression
2 On behalf of 2 a) that is the problem.
3 With reference to 3 f) 3 What is at stake is nothing less than the
4 in accordance with 4 d) companys future wellbeing.
5 in line with 5 e) 4 Only by resorting to underhand tactics
6 in the wake of 6 c) would we be able to win and were not
7 in the region of going to stoop that low.
8 in the face of 3
5 Under no circumstances should you put
1 Please note that only the latest 100
4 transactions can be displayed or printed.
more than 10% of your assets into that fund.
1 down to 6 Where I would make changes would be in
2 It is admittedly / Admittedly it is a high-risk the areas of responsibility and accountability.
2 irrespective of course of action.
3 owing to 7 Rarely have I witnessed such firmness in the
3 Hopefully nothing should go too badly teeth of such opposition.
4 subject to wrong.
5 contrary to 8 How I would approach the problem is
4 The target consumers are definitely not irrelevant its your department and your
6 together with going to pay that sort of money for our
7 such as responsibility.
software. 9 Should they not respond, we do have a
8 as for 5 Regrettably the files containing personal secret Plan B.
5 data have / The files containing personal 10 The product is what we need to focus on,
1 from outside the company (d) date have regrettably been temporarily not the process itself.
2 to the intended recipient (a) mislaid.
6 Without doubt It is / It is without doubt the 3
3 by then (e)
4 just before the final whistle (h) best decision for maximum growth. 1 to
5 except to escape in emergencies (f) 7 You have certainly tried hard. But you 2 not
6 in the light of what you just said (c) actually havent achieved a satisfactory level 3 to
7 for better or for worse (g) of success. 4 do
8 in playing the saxophone (b) 8 To my mind they should never have allowed 5 what
it. 6 to
6 and 7 9 In my view it wont work.
4
WH- QUESTIONS: 2 What are you looking at? 10 Apparently theyve got the legal side all
PASSIVE FORMS: 6 I know his work is being taken care of. 1 Also clearly significant is the dip in consumer
looked after by a temp while hes away. What I 11 In actual fact its a pretty good plan. confidence.
want to know is, whos the temp being looked 12 Ill definitely back you up should you need 2 Should you ever need any further assistance,
after by? me. please do not hesitate to contact us.
RELATIVE CLAUSES: 3 The subject I want to 3 Never again will I go to so much trouble for
4 so little gain.
talk to you about today is
EXCLAMATIONS: 5 What a terrible situation 1 Considering the issues involved 4 Not only did he fail to turn up on time, but
shes ended up in! 2 In my view neither / nor did he apologise.
WH- CLAUSES: 4 What I would like to focus on 3 Incidentally 5 Far more serious appears to be the
this morning is 4 such as inflationary risk.
INFINITIVE CLAUSES: 1 Hes very difficult to 5 perhaps 6 Had I caught my flight I would not have
missed the meeting.
work with. 5
7 At no time can you claim expenses without a
8 1 immediately / the minute [it happens] / as receipt.
1 barring soon as [it happens] / without delay 8 Were a solution to be found, we would
2 considering 2 overall / on the whole / all in all implement it.
3 amid 3 In other words / To put this another way / If I
may put this another way. 5
4 versus
5 pending 4 Also / In addition / What is more 1 f
6 akin to 5 Honestly / In all honesty / To be perfectly 2 b
7 notwithstanding honest 3 e
8 regarding 6 Incidentally / By the way / With regard to 4 a
[what we were talking about earlier] 5 c
6 d
6
1 Definitely 6
2 Thus 1 I
3 overall 2 I
4 so 3 A
5 totally 4 A
6 basically 5 A
7 Next 6 A
8 ultimately 7 I
8 A
22
Answer key
7 4
1 In recent years t 1 You know, I reckon we ought to branch out
2 Not only have we into whatever areas which are going to go up
3 but also the fastest.
4 what we now need is 2 Not now, that discussion would eat into our
5 Most of all, valuable time weve got a lot of items to get
6 were such investment not to be implemented through this afternoon.
7 the person to manage 3 So many issues came up from that session
8 should I agree theres just too much for me to take in right
9 legitimately be accountable for all aspects of now.
the new strategy. 4 First, weigh up the issues, then put together
10 Lastly, your plan.
11 can scarcely be 5 Dont give in / up soldier on until the jobs
done.
8 Free trade 6 Time to call off Plan A and kick off with Plan
B.
(pages 132 and 133 in the Students Book)
5
1
1 b)
1 out 2 d)
2 across 3 a)
3 over 4 c)
4 with 5 e)
5 up to
6 out 6
7 up 1 f)
8 for 2 a)
9 apart 3 c)
10 down 4 d)
11 on 5 b)
12 over 6 e)
13 out
14 out
2
1 Most of the time I get on pretty well with my
boss.
2 Give us a break and stop going on about
how hot it is in here will you?
3 About the conference next week, could you
just firm up the refreshment arrangements
with the caterer?
4 Demand should really take off in the months
ahead.
5 Your brainstorming session wont work
call it off.
6 I suggest we put off that staff away-day weve
been talking about until things have settled
down a bit.
7 OK, now get into small groups and come up
with three innovations we can all buy into.
8 I know weve come up against a lot of
problems recently, but we do need to put all
this behind us and move forward.
9 Now come on / Come on now everyone its
time we did away with all our checks and
balances and just trusted each other to just
get on with the job.
10 Ive just thought of the perfect idea work
on your language skills, then we can do
away with our translator.
11 Lay down the procedure, spell out exactly
what we have to do, and then they wont
have any more reason to make out it wasnt
clear.
12 Stressed? Cant deal with it? Talk to
Madeleine and shell sort it all out for you.
3
1 down on
2 up to
3 behind with
4 away with
5 round to
6 down with
7 up to
8 up for
9 off against
10 up for
23

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Answer key

1.6 Case study The glass ceiling 4

2.6 Case study Pixkel Inc. 4

4 3.5 Writing Corporate guidelines

4 Managing conflict d (Kilmann)

4.1 About business Management style

4 7.2 Grammar Inversion and emphasis

7.1 About business Investing responsibly 3

7.3 Vocabulary Investment choices 2

Grammar and practice 2 2

5 Strategic marketing 6 Risk management 7 Investment

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