Berlitz Biz English 8 (Complete) SG PDF

Business English
NEW
8
COMPLETE
NOW WITH ONLINE PRACTICE
ISBN 978-1-62284-848-5
B2.1
9 781622 848485
Business English
8
COMPLETE
Berlitz Languages, Inc.

Princeton, NJ
USA
Writer: Denise Kruelle
We would like to thank the many Berlitz instructors and staff who have
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Marca Registrada
ISBN: 978-1-62284-848-5
First Digital Edition — August 2018
For use exclusively in connection with Berlitz language instruction.
Berlitz Languages, Inc.

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WELCOMES YOU TO
Business English 8 Complete
Berlitz English is the fastest, the most practical, and the most enjoyable way to learn English.
To get the most of your English program, you should …
• attend all your scheduled classes
• do all online and customized practice assignments
• review each unit after class
• preview each unit before class
• practice speaking English anytime you can
• visit English websites to learn more about unit topics
• read English magazines, books, and newspapers
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We wish you great success with your English studies!
The Berlitz Team
©2018 Berlitz Languages, Inc. v

For Students...
Student Guide Features
A lesson-specific speaking goal begins the lesson with a clear, achievable learning objective.
Each unit of instruction starts with a summary of key vocabulary and expressions and
additional language that will be necessary to master the unit’s speaking goal in a clear,
concise manner.
Each activity in the unit is clearly labeled with the skill or language point being targeted,
setting the perfect tone and encouraging focus for immediate success.
Listening activities offer opportunities to listen and respond to language in real-life contexts.
Audio scripts for each listening activity are included.
Interactive activities can be completed directly in HTML versions, and all answers are
recorded online for easy access on the go.
vi ©2018 Berlitz Languages, Inc.

Additional Features and
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The Student Materials Portal provides access to online and downloadable Student Guides,

and enables the student to monitor and track progress throughout the course.
Online Practice, also available via the Student Materials Portal, provides interactive review
and exercises that can be accessed on mobile devices or online in order to practice any time,
any place.
Review Units present an opportunity to review and practice skills in class, including speaking,
listening, reading, and writing.
Audio CDs and downloadable audio files provide in-class and on-the-go listening practice,
depending on the type of package selected.
©2018 Berlitz Languages, Inc. vii

CONTENTS
SPEAKING GOAL PAGE TOPICS GRAMMAR
Describe a company’s 1 Company's visions and to be + infinitive. For example: Our

1
vision and mission missions mission is to provide patients the
highest quality diagnostic testing. We
are to discuss it at next week’s meeting.

Describe a company’s 5 Company's cultures Terms related to company culture

2
culture Adjective endings: -ic / -ical (extension)
Discuss ways to 10 Implementing change It makes me (feel) …

3
implement change
Conduct a meeting 14 Meetings I: Chairing References with of which, whose

4
Verbs that collocate with meeting. For
example: to adjourn a meeting.
(extension)
Involve participants 19 Meetings II: Uses of to make. For example: to make

5
in a meeting or Participation sense, to make up (your) mind, to make
a fool of yourself, to make a decision, to
discussion
make a suggestion.
Phrases for encouraging discussion
Asking open questions to elicit
comments
Handle meeting 24 Meetings III: Polite demands or requests

6
disruptions Disruptions Pronunciation: Using intonation to
change tone
Wrap up a meeting 28 Meetings IV: Expressions used when wrapping up a

7
Conclusion meeting or discussion
Nouns from phrasal verbs. For
example: wrap-up, handout, sellout,
crackdown, holdover, intake, letdown.

Describe your core 32 Business activities and Adding emphasis using It + to be +

8
business processes relative pronoun. For example: It was
Barry who suggested …
Verb suffixes: -ize (-ise UK), -ify
viii ©2018 Berlitz Languages, Inc.

Describe growth 36 Strategy Gerunds as subjects. For example:

9
strategies Licensing would give us access to a
bigger market.
10 Review 41
Draft a proposal 53 Writing proposals Expressions used in

11
letter proposals: considering, owing to,
moreover, furthermore
Only if vs. even if
Suggest ways to 58 Innovation and Placement of frequency adverbs

12
promote innovation in employees
the workplace
Discuss innovation 63 Innovation strategy Questioning the status quo

13
strategy
Discuss product life 69 Products I: Life cycles The future in the past: When we
14
cycles launched the FlexiTab, we were
predicting sales of over $500,000, but
we only reached sales of $400,000 in our
first year.
Describe the 73 Products II: Stating figures: 9 out of 10; 8 in 10; The
15
development of new Development ratio of satisfied customers to delighted
customers is six to two; There are two
products
delighted customers for every six
satisfied customers.
Place a service call 77 Service calls Simple past vs. present perfect vs. past
16
perfect
Describing sounds and noises. For
example: beep, buzz, squeak, bang, click,
grind, hum, ping, thump, whir.
Make an after-sales 80 After-sales service Phrases for making an after-sales call

17
service call Gerunds with possessives. For example:
Would our sending you a full refund fix
the problem? The managers liked
Henry’s handling of the situation.
©2018 Berlitz Languages, Inc. ix

Present ideas for 84 Social media few vs. a few; little vs. a little
18
using social media
for business
Describe export 88 Export Terms related to export and trade
19
strategy
20 Review 92
Discuss the effects of 104 Free trade Presenting arguments using by + -ing.
21
free trade For example: By paying subsidies to
farmers, the government is helping them
to compete in the world market.
Network at a trade 108 Trade shows Simple present vs. present progressive
22
show vs. present perfect vs. present perfect
progressive
Pronunciation: words ending in -ate.
(extension)
Assess and follow up 114 Follow-up Making initial follow-up calls

23
on a lead Following up in writing
Multiword phrasal verbs. For example: to
go through with, to follow up on, to get
through with, to live up to, to get back to,
to put up with, to miss out on.
(extension)
Decide on an 119 Negotiations I Responding to ploys

24
approach to a Idioms and expressions with hard. For
example: no hard feelings, to learn the
negotiation
hard way, to take a hard look.
State the objectives 126 Negotiations II Reframing. For example: Your request is
25
of a negotiation a challenge, not a problem. The glass is
half full, not half empty.
Make and respond to 131 Negotiations III Language of offers in negotiations

26
offers
Overcome obstacles 136 Negotiations IV Giving an update

27
during a negotiation Being noncommittal
Overcoming obstacles
x ©2018 Berlitz Languages, Inc.

Negotiations terms from poker. For

example: poker face, to fold. (extension)
Discuss changes in 141 Work environment Adding information: furthermore,

28
the workplace moreover, besides (that). For example:
The typical 9-to-5 workday will
disappear. Furthermore, more
employees will work from home.
Discuss changes and 146 Job market trends Making suppositions: I suppose …, I
29
trends in the job imagine …, It may be due to …, It could be
a result of …,
market
Perhaps …
30 Review 151
Discuss the impact of 166 Conjunctures Describing implications: modals +

31
external factors adverbs. For example: If we increase
prices, customers may possibly shop
elsewhere.
Discuss global trends 171 Global trends Future perfect

32
Time expressions used with future
perfect
Adjective suffixes: -able and -ible
Assess options while 176 Business ethics Evaluating options. For example: Is this
33
considering business the best course of action? Is it in line
with our values?
ethics
Discuss the benefits 180 Corporate social Terms and expressions related to CSR
34
of corporate social responsibility Describing benefits
responsibility
Discuss attitudes 185 Whistle-blowing Stating circumstances: Review of

35
toward whistle unless, if and only if, (not) even if, under
no circumstances, by no means
blowing
Describe the 189 Leadership I Personal qualities and traits of leaders

36
attributes of a leader
©2018 Berlitz Languages, Inc. xi

Describe leadership 195 Leadership II Terms to describe styles of leadership:

37
styles authoritarian, participative, delegative
Giving advice
Offer and respond to 199 Congratulations Offering and accepting congratulations

38
congratulations Prepositions (review): for, in, of, on,
through, up, with, within (extension)
Bid farewell to 205 Farewells Tenses used to talk about the future
39
colleagues (review)
Expressing rumors
40 Review 213
Complete Audio A-1

Scripts
xii ©2018 Berlitz Languages, Inc.

UNIT 1
In this lesson you will ...
Describe a company’s vision and

mission
Vocabulary & Expressions Grammar Item
vision succinct to be + infinitive. For example: Our mission is to

mission inspirational provide patients the highest quality diagnostic
compass to attain
testing. We are to discuss it at next week’s
meeting.
interchangeable practically

distinct folk
to spell out tunnel
WARM-UP
– Do you really think we need to come up with vision

and mission statements?
– I do. They are the maps that show us where we
want to go and how we plan to get there.
– But isn’t that why we have goals and action plans?
– In part. But we should always keep in mind the big
picture. That’s what the vision and mission
statements will help us do.
– So, more like a compass, then—keeping us pointed
in the right direction.
My notes
©2018 Berlitz Languages, Inc. Describe a company’s vision and mission • Unit 1 | 1
LISTENING 1
Defining vision and mission
A vision statement:
• defines an organization’s
• creates a of what the organization wants to
• gives and to the organization’s
• is usually short and and is written in an manner
• helps members of the organization feel proud, , and

A mission statement:
• defines an organization
• spells out: the organization does; it does it for; it does what it does
• focuses on the
• gives members a better perspective on they are the organization its

purpose
READING
Vision and mission statements
1. Our is a world in which every child attains the right to survival, protection, development, and
participation.
2. Our is to organize the world’s information and to make it universally accessible and useful.
3. Our is to provide a global online marketplace where practically anyone can trade practically
anything, enabling economic opportunity around the world.
4. Our is a computer on every desk and in every home.
5. Our is to give ordinary folk the chance to buy the same things as rich people.
6. Our is to be the #1 hospitality company in the world.
2 | Describe a company’s vision and mission • Unit 1 ©2018 Berlitz Languages, Inc.
GRAMMAR
The organization’s mission is to promote world peace
DEFINITE PLANS FUTURE EVENTS (NEWS REPORTING)

Our vision is to be the world’s best service Construction of the tunnel is to begin in
provider. April.
My goal is to finish by the end of the The witness is to appear in court
month. tomorrow.
FORMAL ORDERS OR INSTRUCTIONS FORMAL OR OFFICIAL ARRANGEMENTS

Visitors are to sign in at the reception The president is to visit Sweden later this
desk. month.
You are not to make any decisions without The delegates are to stay at the
me. Continental.
CONDITIONS
If we are to achieve our mission, we must innovate.
If they are to turn things around, they must act soon.
– If you are to reach your goals, you may need to rethink your current strategy.
– Any ideas?
– Perhaps you should be thinking more long-term.
– How’s the vision statement coming along?

– This is what we have so far: “Our vision is to be the #1 company in the industry.”
– Hmm. Not exactly original, is it?
My notes
©2018 Berlitz Languages, Inc. Describe a company’s vision and mission • Unit 1 | 3
PERFORMANCE
Our mission is to …
You work for a company that has always had a corporate vision and a mission statement, but
for most employees those have just been signs hanging on the walls. To make them more
personal, top management has decided that each department should create its own mission
statement, in line with the corporate one. Today you are meeting with others in your
department to discuss ideas and to come up with a rough draft of your statement. Before the
meeting begins, think of some ideas of your own.
•
•
•
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right Business English 8 (GBE) Complete
within this unit): Age Fotostock ©2018 Berlitz Languages, Inc. All rights reserved.
4 | Describe a company’s vision and mission • Unit 1 ©2018 Berlitz Languages, Inc.
UNIT 2
Describe a company’s culture

Vocabulary & Expressions Language Focus
culture to realize Terms related to company culture

community-oriented diversity Adjective endings: -ic / -ical (extension)
foundation insight
progressive to indicate
lateral indicative
directive to reflect on
collaborative to foster
potential cubicle
WARM-UP
– What three words would you use to describe your

company’s culture?
– Creative, challenging, and community-oriented.
Creative because employees are encouraged to
come up with new ideas to improve our work or
products; challenging because we work in an
industry that is constantly changing; community-
oriented because the company actively supports
several local foundations and even gives us time
off to do volunteer work.
My notes
©2018 Berlitz Languages, Inc. Describe a company’s culture • Unit 2 | 5

VOCABULARY & EXPRESSIONS
Indicators of culture
READING
Signs of a strong, healthy culture
1. Company leaders have a strong sense of direction and purpose.
2. Employees are aligned with the company’s vision, mission, goals, and values.
3. Employees are highly motivated and loyal.
4. Employees are proud of the company and enthusiastic about their work.
5. Employees have opportunities to realize their full potential within the company.
6. Employees are respected and treated fairly.
7. Diversity is accepted and appreciated.
8. Communication with all employees regarding company matters is effective.
9. The company invests in learning, training, and employee knowledge.
10. Turnover is lower than average.
6 | Describe a company’s culture • Unit 2 ©2018 Berlitz Languages, Inc.

LISTENING 2
Assessing the culture
What to notice:
1.
2.
3.
4.
5.
6.
My notes

PERFORMANCE
Company culture walk
• The dress code says a lot about the

a company wishes to project and
the level used in
communication.
• The office plan provides an insight into

styles, company
, and attitudes toward
position and .
• What is on the walls gives a perspective on

company .
• The colors used in furnishings and décor

can give a clue to the work —whether it is vibrant and fast-paced, or relaxed
and calm.
• Emotions are indicators of values; they show what someone feels is

important.
• Assess written communication for and , and what type of information

is being communicated to whom.
Observations Interpretation
8 | Describe a company’s culture • Unit 2 ©2018 Berlitz Languages, Inc.

ONLINE PRACTICE
within this unit): Getty Images, Berlitz, Getty Images, Age ©2018 Berlitz Languages, Inc. All rights reserved.
Fotostock

UNIT 3
Discuss ways to implement change

to overhear to lead by example It makes me (feel) …

to catch momentum
to find out overnight
to transform to wear off
transformation to backslide (slip back UK)
unknown to keep the ball rolling
element (of uncertainty) to (re)invigorate
to run high workflow
open communication transition
to speculate stubbornly
speculation cutting edge
agent of change revolutionary
role model sharp (= smart)
to talk the talk patience
to walk the walk to wear thin
to embrace
WARM-UP
– I overheard Trevor King and Julie Hastings

discussing some kind of change they’re planning
to implement.
– Were you able to catch exactly what it was?
– No, but it must be big. Apparently, the CEO himself
is going to be coming in to make some kind of
announcement.
– Hmm. So maybe that’s what Trevor’s trip to
headquarters was about.
– Well, I guess we’ll find out soon enough.
10 | Discuss ways to implement change • Unit 3 ©2018 Berlitz Languages, Inc.

LANGUAGE FOCUS
How does change make you feel?
– Did you hear that Alan’s leaving? – I heard the reorganization may cost some jobs.
– Yeah, I did. It made me quite sad. I really enjoy – I did, too. It makes me wonder whether I should
working with him. be looking for a new place to work.
– Have you seen this?! It’s “Janice’s” proposal. – The figures for this quarter don’t look too good.
– Let me see. Uh … wasn’t this your idea? – Are they starting to make you worry?
– Yes, it was. This makes me so mad. – Not yet, but they will if things don’t improve.

a. makes me (feel) + adjective (sad) d. makes me + verb (think)
b. makes me feel like + gerund (singing) e. makes me want to + verb (cry)
c. makes me wonder whether + clause (I need to f. makes me wonder + interrogative clause (how
change) many others there are)

LISTENING 3 • 4
Managing change

OPEN, HONEST COMMUNICATION BE A ROLE MODEL

EXPECT RESISTANCE MONITOR AND REPORT CHANGE
©2018 Berlitz Languages, Inc. Discuss ways to implement change • Unit 3 | 11

Reasons why we can’t change
• We’ve never done that before.

• Things are fine the way they are.
• It may work elsewhere, but it won’t work here.
• We don’t know whether it will work or not.
• We don’t have time.
• We’ve got time—we don’t need to change now.
• It would cost too much.
•
•
•
PERFORMANCE
Why change?
Role A
You’re a middle manager in a key department in a large company. You’ve been with the
company more than 20 years. During your career, you’ve developed a reputation for hard
work, good ideas, dedication, and honesty. You like your job, and you like the company. Two
months ago, a new person was brought in to lead your group. The CEO, who has been with
the company five years, announced that the new person was “going to take this department
into the future.” “How’s he / she going to do it — I’ve been trying for years,” you thought.
After a few weeks of talking to the staff, reviewing the department’s results, and studying
how all the employees did their jobs, the manager announced that the department was
going to update its processes, work flow, and methods. This bothered you. After all, you
developed many of the current processes and methods yourself 15 years ago. At the time,
your work was celebrated throughout the company—even the industry.
The department is five weeks into the transition, and you’ve stubbornly continued doing
things the way that you always have. “Why fix something if it isn’t broken?” you ask yourself
every day.
Your manager has asked to see you. Go into the manager’s office.
12 | Discuss ways to implement change • Unit 3 ©2018 Berlitz Languages, Inc.

Role B
You're the manager of a key department in a large company. You were recently assigned to
this department to assist during a period of transition. Essentially, the problem was that the
department's processes, work flow, and methods are no longer cutting-edge and
revolutionary, although they were 15 years ago. You were given the task of updating these
processes and methods and restoring the department's reputation for efficiency and results.
You're now five weeks into the transition and you're not seeing the improvements you had
expected. You realize that change takes time, but clearly, there is something more going on
here. The problem seems to be with one of the long-time employees of the department, a
middle manager who has the respect of everyone and who is a key member of the group.
This employee is very sharp and clearly understands the new processes and methods;
you've even spoken to him / her to make sure they were clear. And yet, he / she hasn't begun
to make any changes in his / her work at all.
Your patience with this member of the team is beginning to wear thin. You have asked the
employee to come see you. You would like to find out why he / she is resisting the
department's change effort.
ONLINE PRACTICE
©2018 Berlitz Languages, Inc. Discuss ways to implement change • Unit 3 | 13

UNIT 4
Conduct a meeting
to discuss statutory References with of which, whose

to solve implication Verbs that collocate with meeting. For
controller to enact example: to adjourn a meeting. (extension)
PR (= public relations) informational meeting
to triple to address
largely merit
to work out public speaking
to hold up (= delay) aim
slump item
flextime (flexi-time UK) to cover (= go over)
WARM-UP
The purpose of a meeting is …
to communicate issues to motivate
to discuss problems to plan courses of action
to gather opinions to recognize successes
to generate ideas to share information
to make decisions to solve problems
My notes
14 | Conduct a meeting • Unit 4 ©2018 Berlitz Languages, Inc.

READING
Do we need to have a meeting? We need to have a meeting!
Action Priority
1. The controller would like everyone’s budget plans for next year.
2. A newly launched product is not performing as well as expected.
3. What should be done with the extra funds in the PR budget?
4. Phone costs have tripled over the last year, due to personal use.
5. HR is trying to work out the employee-training schedule for next year.
6. The head office plans to implement a new flextime work schedule.
7. Due to a slump in the industry, morale at the company is low.
8. The new advertising and marketing campaign has boosted sales 10%.
9. IT wants to inform everyone about the new software they’ve installed.
10. Several people are behind in their work. This is holding up a project.
LANGUAGE FOCUS
Combining ideas: Using of which vs. whose to refer to things
FR Admin
TO All Staff
SUBJECT Friday meeting
As you probably know, the government has recently enacted several changes to the statutory leave
policy, the impact of which will affect everyone. There will be an informational meeting on Friday at
four o’clock to discuss the possible implications and address your questions. All employees are
invited to attend.
©2018 Berlitz Languages, Inc. Conduct a meeting • Unit 4 | 15

The Board has made a decision. Its impact will be felt soon.
FORMAL / WRITTEN: INFORMAL / SPOKEN: AVOIDING / REWORDING:

The Board has made a The Board has made a The impact of the decision
decision, the impact of decision whose impact made by the Board will be
which will be felt soon. will be felt soon. felt soon.
Tip! Controller = Financial Controller, Financial Control Officer, Comptroller.
Your turn
1. We discussed the proposals. We had evaluated their merits.

→
2. The company has announced a reorganization plan. Its purpose is still not clear.
→
3. We have just begun an advertising campaign. Its results look promising.

→
4. They attended a training session. Its goal was to improve public speaking skills.
→
My notes

LISTENING 5
Conducting a meeting
WELCOMING SETTING THE AGENDA
Thank you all for coming (today). Have you all seen the agenda?
I’m very happy to see you all here today. As you can see from the agenda, we’ll be going

over …
STATING PURPOSE / OBJECTIVES / AIMS FIRST ITEM

I’ve called this meeting to … So, the first item on the agenda is …
The purpose of today’s meeting is … …, would you like to start us off?
STARTING TRANSITIONING
Let’s begin, shall we? Moving right along …
It’s time to get down to business. Let’s move on to the next item on the agenda.

PERFORMANCE
Arrange a meeting
Think about a recent meeting, and jot

down what the agenda’s main items were.

You have been asked to conduct the
same meeting with some other members
of your staff.
How would you start the meeting? How
would you transition from one point to the
next?
©2018 Berlitz Languages, Inc. Conduct a meeting • Unit 4 | 17

CONSOLIDATE & APPLY
Verbs that collocate with meeting

1. Did you see? Nancy has another meeting for this Friday.
2. Due to the weather, the meeting has been until further notice.
3. How many people are planning to the meeting, do you know?
4. Meetings should be at least several days in advance, if possible.
5. The annual meeting will be in Tahiti? How exciting!
6. Who will be the meeting, you or Samantha?
7. It’s almost 1:00. Let’s the meeting until after lunch.
postpone hold adjourn call conduct attend announce
ONLINE PRACTICE
within this unit): iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 5
Involve participants in a meeting or

discussion
to contribute foolish Uses of to make. For example: to make sense, to

off track peer make up (your) mind, to make a fool of yourself,
flow nonthreatening
to make a decision, to make a suggestion.
proper to monopolize Phrases for encouraging discussion
to hand (someone) the (monopolise UK) Asking open questions to elicit comments
floor to jot down
to hand the floor over remarks
to (someone) to give (someone) the
receptive floor
to have (your) say embarrassing
hesitant cross-cultural (training)
WARM-UP
The roles of a meeting leader or facilitator :

• to create a positive atmosphere
• to encourage participants to contribute their ideas

and opinions
• to keep the discussion on track
• to maintain the flow of the meeting
• to prepare the agenda
• to start and wrap up the meeting on time

What other roles do you think a meeting leader has?
©2018 Berlitz Languages, Inc. Involve participants in a meeting or discussion • Unit 5 | 19

LISTENING 6 • 7
Facilitating discussions
PART 1
1.What is the most important thing facilitators should do to encourage discussion?

2. What are some reasons people do not contribute to discussions?

PART 2
3. What are some techniques for bringing people into a discussion?

Word Power
Uses of to make
I’d like to make a suggestion, if I can?
She still hasn’t made up her mind about what to do.
It’s the facilitator’s job to make people feel comfortable.
I’m upset because you made me look foolish in front of everyone.
Each department will have to make a recommendation at the meeting.
That didn’t quite make sense to me. Could you go over it again?
I think we’re ready to make a decision. All those in favor? Against?
My notes
20 | Involve participants in a meeting or discussion • Unit 5 ©2018 Berlitz Languages, Inc.

LANGUAGE FOCUS
What do you think about that?
COMMENTING AND
BRINGING PEOPLE IN
GIVING OTHERS THE FLOOR
• So, who would like to start us off? Sam? • That’s a great idea. Can someone else build
• Suzanne, would you like to add anything? on that?
• Ellen, I believe you had some thoughts on • That’s a good point. How do you feel about
this subject. that?
• Let’s hear from some people who haven’t • Interesting suggestion. Would anyone like
had a chance to speak yet. David? to comment on that?
• We haven’t heard from you yet, Charles. • Definitely. Does anyone have anything they
would like to add?
Your turn
1. Ask someone to start a discussion on a topic.
2. Bring in one of your quieter colleagues.
3. Take the floor from a colleague who’s been speaking for a while and give it to someone else.
4. Comment on a suggestion and ask others for opinions.
5. Comment on an idea and ask others to take the idea further.
Tip! At a meeting, you might …

take the floor = start speaking
have the floor = have a turn to speak
give … the floor = allow … to speak

PERFORMANCE
Meeting simulation
Your company is considering a partnership with a company in the small, relatively unknown
country of Distopia. You and your colleagues will be meeting with representatives of the
Distopian company next month. You are meeting today to come up with a plan of what to do
to prepare for the visit of the Distopians. Here is the agenda for the meeting:
• Discuss what kind of information is needed about Distopia
• Discuss the best ways to get the information

Use the additional notes you receive to consider what your contributions during this meeting
will be.
Role A: “Meeting Leader / Facilitator”

The objective of the meeting is to discuss:
• the best way to get general information about Distopia and Distopians
• what specific information about the Distopian company and its representatives is
needed
Your role is to encourage all attendees to contribute their opinions and suggestions and to
facilitate the smooth flow of the meeting.
Role B: “Discussion Monopolizer”

You think everyone who will be involved in the negotiations with the Distopians should take
part in some kind of cross-cultural training. This will give you the information you need
about Distopia and about dealing with the Distopian company.
It will also help you to avoid making embarrassing cultural mistakes. You strongly feel that
without this training, the negotiations will fail. If you are able to take the floor, try to keep it!
22 | Involve participants in a meeting or discussion • Unit 5 ©2018 Berlitz Languages, Inc.

Role C: “Shy One”
You feel it's enough to get information about Distopia and the Distopian company from the
Distopian consulate and / or the Internet. You think that any suggestion of cross-cultural
training is ridiculous—a complete waste of time and money.
You suspect some of the others at the meeting will disagree with you, putting you in a
situation you don't like. If that's the case, you'd rather just keep quiet and share your ideas
with the facilitator after the meeting.
Role D: “Confused One”

You've been away the last month because of vacation and various trainings. You haven't
had time since you got back to catch up on all your email, and now you have almost no idea
what the current situation is with the Distopian negotiations. Although you feel a little
confused, you don't want to say anything during the meeting that might make you look
foolish.
ONLINE PRACTICE
within this unit): Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 6
Handle meeting disruptions

disruption digression Polite demands or requests

to fill (someone) in on to hang on Pronunciation: Using intonation to change tone
(something) horrendous
to digress
WARM-UP
– Sorry I’m late. Traffic. …

– That’s all right, Mary. Glad you could join us. We
were just going over the results from the customer
surveys. Now, as I was saying, …
How would you handle someone who arrives late for a

meeting?
LISTENING 8 • 9 • 10 • 11
Handling disruptions
Ashley Rick Carl and Jill Ben
24 | Handle meeting disruptions • Unit 6 ©2018 Berlitz Languages, Inc.

How was the disruption handled?
Ashley:
Rick:
Carl and Jill:
Ben:
LANGUAGE FOCUS
Pronunciation: Politely does it!

Intonation can change the meaning of a sentence.
1. How would you say these sentences if you were angry or upset?
2. How would you say them if you wanted to give a positive impression?
a. Well, come see me when you get back.

b. Perhaps we could postpone that conversation until the break?
c. Did you want to add anything?
d. If you could allow me to finish, …
e. Perhaps we can talk about that after the meeting.
Useful Expressions
Digressing Preventing interruptions
This might be a good time to mention … If I could just finish what I was saying, …
It’s not on the agenda, but perhaps we If you could let Sally finish what she
should discuss … wanted to say …
By the way, … Just a moment, …
Hang on, …

Returning to the topic Postponing a topic
So, as I was saying, … I suggest we leave this for the time
Getting back on track, … being.
Perhaps we should discuss that at our We can come back to this another time.
next meeting. Perhaps we should discuss that at our
This is not the right time for that next meeting.
discussion. This is not the right time for that
discussion.
©2018 Berlitz Languages, Inc. Handle meeting disruptions • Unit 6 | 25

PERFORMANCE
A difficult meeting
You are a department head at your company. You have just wrapped up a horrendous
meeting.
Several people were late. One left early. A couple of people were holding separate
conversations while others were trying to talk. And you are sure that at least one person was
busy using his smartphone throughout the meeting. You (and several meeting participants)
found this very frustrating. Unfortunately, there has been an increase in this type of behavior
recently. One of your company’s core values is respect for customers and fellow employees
alike. You feel that if this behavior continues, it will undermine that respect.
You know that other department heads have experienced the same thing and feel the same
way. You have asked for an informal meeting to discuss the situation.
My notes
26 | Handle meeting disruptions • Unit 6 ©2018 Berlitz Languages, Inc.

CONSOLIDATE & APPLY
Memo
Draft a memo to all staff.
ONLINE PRACTICE
within this unit): iStockphoto, Araya Diaz, Araya Diaz, Araya ©2018 Berlitz Languages, Inc. All rights reserved.
Diaz, Araya Diaz
©2018 Berlitz Languages, Inc. Handle meeting disruptions • Unit 6 | 27

UNIT 7
Wrap up a meeting
next steps consensus Expressions used when wrapping up a meeting or

any other business to get discussion
contributor (restless) (extension Nouns from phrasal verbs. For example: wrap-
get-together activity) up, handout, sellout, crackdown, holdover, intake,
furthermore (extension letdown.
to look into
activity)
to put forward
to run over (= go
say (adv.) late) (extension
to call it a day activity)
to assign
WARM-UP
– That wraps up our agenda for today. Was there any

other business we needed to discuss? If not, then,
are we all clear on our next steps?
– Just one question—when did you want us to get
back to you?
– I’ll be meeting with the budgeting committee on
the 15th, so if you could send your results to me by
the 10th, that would be great. Anything else?
My notes
28 | Wrap up a meeting • Unit 7 ©2018 Berlitz Languages, Inc.

LISTENING 12
What did they cover?
Purpose of the meeting: Plan annual get-together

Key decisions made: Next steps: Person responsible: Due date:
Completing the agenda: •

Assigning / Confirming next •
steps: •
•
Checking for consensus: •
Summarizing: •
Thanking and adjourning: •
•
My notes
©2018 Berlitz Languages, Inc. Wrap up a meeting • Unit 7 | 29

Word Power
Nouns from phrasal verbs

SINGLE-WORD:
Voters turned out in large numbers. → The turnout was better than expected.
HYPHENATED:
When will they get together? → They’ve arranged a get-together for next weekend.

1. Do you think we can get them to buy into our plans? Their is critical.
2. It took a long time to clean up the oil spill. Do you know how much the
cost?
3. I’d like you to break the budget down by department. When should I expect your
?
4. I will follow up with you later. is important.
5. We took over J&B Automotive Group last year. We had ten attorneys working on the
.
crackdown handout holdover intake

letdown sellout wrap-up
PERFORMANCE
Next steps?
Objective: Decide what organization to sponsor
Main points covered:

• Evaluated 3 options: ballet, football team, music festival
• Decided on music festival due to appeal to youth market, younger image
Next steps:
• Contact festival organizers and arrange meeting for further negotiations
• Assess methods of sponsoring: create a shortlist of those that promote the company best
30 | Wrap up a meeting • Unit 7 ©2018 Berlitz Languages, Inc.

Objective: Decide new sales strategies
Main points covered:

• Increase the advertising budget
• Hire more sales people
Next steps:
• Check with finance department on available budget for advertising
• Have HR post ads online for new reps
Culture Corner
Will we finish on time?

In many cultures, people expect meetings to have stated start and end times. If
meetings run long, people may stop paying attention or get restless. Furthermore,
people may have scheduled back-to-back meetings, so if one meeting runs over, they
will be late for their next one—or they may leave early so they can get to their next
appointment on time. As a facilitator, you won’t be able to accomplish anything
during the confusion of people standing up, gathering their belongings, and walking
out of the room. Therefore, it is best to end your meeting on time or even five minutes
early.
ONLINE PRACTICE
©2018 Berlitz Languages, Inc. Wrap up a meeting • Unit 7 | 31

UNIT 8
Describe your core business

core (= main) to boycott Adding emphasis using It + to be + relative

to carry out allegation pronoun. For example: It was Barry who
instant conflict of interest suggested …
powdered to spark interest in Verb suffixes: -ize (-ise UK), -ify
mix to stick (close) to
infant formula to collapse
conglomerate to be driven by something
some (adv.) to sell off
to stray adjacent
venture non-core
WARM-UP
A company’s core business is …
the activity that a company was originally set up to

carry out
its main or essential activities and processes
the reason the company is in business
the areas in which a company excels over the
competition
the activities that are the main source of profits and
success
My notes
32 | Describe your core business • Unit 8 ©2018 Berlitz Languages, Inc.

LISTENING 13 • 14
What’s their core business?
Company name Mansions Foods
Industry Food and beverage
The company’s original

business
The company’s core

business
Examples of expansion
inside / closely related to /
adjacent to the core
Examples of expansion far

from the core

LANGUAGE FOCUS
It was the CEO who suggested the change
90% of our company’s profits are generated by our top five sellers.
→ It is our top five sellers that generate 90% of our company’s profits.
Management decided to focus on core products during the recession.

→ It was during the recession that management decided to focus on core products.
The sales team motivates the customer service team to exceed customer expectations.
→ It is the sales team who motivates the customer service team to exceed customer
expectations.
Steve proposed entering the music business.

→ It was Steve who proposed entering the music business.
©2018 Berlitz Languages, Inc. Describe your core business • Unit 8 | 33

1. We were forced to change direction after the stock market collapse.
2. Economic growth is being driven by increased investment.
3. Non-core assets should be sold off first.
4. The changes in packaging were suggested by the warehouse staff.
Defining your core
What are your top sellers?

What earns above-average profits?

What are your main activities?
What are your essential activities?

Why do most of your customers come to you?
Who are your most loyal customers?

Why are you in business?
In what areas do you beat the competition?
PERFORMANCE
Strengthening the core
Your company’s CEO encourages employees to contribute their ideas on all aspects of the
business. Recently, he has asked for contributions about how the company can strengthen
its core business. In his weekly intranet post, he posed the following questions:

• How can we create greater demand for our core products?
• What can we do to maximize customer retention?
• How might we win customers away from the competition?
• What adjacent markets might we consider expanding into?
34 | Describe your core business • Unit 8 ©2018 Berlitz Languages, Inc.

Word Power
Verb suffixes: -ize (-ise UK) / -ify

Many verbs can be formed by adding -ize (-ise UK) or -ify to an adjective or noun.
For example:

public → publicize (publicise UK) beauty → beautify
critic → criticize (criticise UK) class → classify
equal → equalize (equalise UK) identity → identify

1. Are the plans final?
2. Is the process simple?
3. What makes your firm special?
4. Are you familiar with our procedures?
5. Did you want to speak to a specific person?
6. Did he give you a summary of our discussion?

ONLINE PRACTICE
within this unit): iStockphoto, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Describe your core business • Unit 8 | 35

UNIT 9
Describe growth strategies

organic growth to explore Gerunds as subjects. For example:

a.k.a. (also known as) license (licence UK) Licensing would give us access to a
alliance agreement bigger market.
joint venture to trade at ($36 a share)
merger overvalued
add-on diversification
worthwhile vulnerable
to join forces credit check
WARM-UP
How could these sayings be applied to company growth? Do you agree with them?
If you’re not growing, you’re dying. Bigger is better.
My notes
36 | Describe growth strategies • Unit 9 ©2018 Berlitz Languages, Inc.

READING
How do companies grow?
1. Create add-ons / accessories for an 4. Form a joint venture to complete a

existing product. project.
2. Increase and / or improving marketing 5. Open offices or stores in a new location.
efforts.
3. Purchase another company. 6. Upgrade to state-of-the-art equipment.
LISTENING 15
Considering strategies
1. Peter feels AP's is too narrow.
2. He has already talked to LTE about a .
3. LTE might be just the right company to AP’s new product.
4. On the one hand, an acquisition would give AP more .
5. On the other hand, it would make AP financially .
©2018 Berlitz Languages, Inc. Describe growth strategies • Unit 9 | 37

GRAMMAR
Licensing would give us access to a bigger market
You can gain market share if you offer a It would be a mistake not to accept
superior product. their offer.
Offering a superior product is one way to gain Not accepting their offer would be a
market share. mistake.
We need to have a broader distribution network.
That would allow us to exploit our products’
potential.
Having a broader distribution network would
allow us to exploit our products’ potential.
– Any ideas on what we can do to increase sales?

– Well, targeting a new market segment is one option.
– Expanding into new geographical areas is another.
1. We need to invest in R&D. It will make us more competitive.

→
2. If we promoted our products through social media, it would make us more visible.
→
3. It would be a huge mistake not to inform employees of the planned merger.

→
4. We should diversify our product range. That would allow us to attract new customers.
→
My notes

PERFORMANCE
I'd like your input
You work for the local division of Big Blue Sky, a producer of sports attire for adults and
children. Sales of the company’s children’s line, known as Skater, have been low for the past
year. The worldwide manager of the Kids & Teens group has proposed the following growth
strategies for the Skater line:

- redesign of Skater logo and concept: “Sk8rBoiz” and Sk8rGirrlz”
- introduce the “Sk8rs” line in large retail outlets (superstores and megastores)
- expand e-commerce and social media presence
- sign co-marketing agreement with a major sports drink manufacturer
- explore product placement possibilities: movies / TV / music videos

You and colleagues from other divisions will be meeting with the worldwide manager to
discuss the initiatives. Before your conference call begins, review the proposed strategies
and decide:

- whether there is anything you think should be added to or removed from the list
- which of the growth strategies would help improve sales the most
My notes
©2018 Berlitz Languages, Inc. Describe growth strategies • Unit 9 | 39

CONSOLIDATE & APPLY
Word partnerships
1. the full potential 5. a proven record
2. someone access 6. a credit check
3. an acquisition 7. the possibility
4. forces 8. a proposal
run exploit explore have consider give make join
ONLINE PRACTICE
within this unit): Thomas Stefflbauer, Thomas Stefflbauer, ©2018 Berlitz Languages, Inc. All rights reserved.
Berlitz

UNIT 10
Review
OBJECTIVES LADDER
Now you can …
Describe growth strategies
Describe your core business
Wrap up a meeting
Handle meeting disruptions
Involve participants in a meeting or discussion
Conduct a meeting
Discuss ways to implement change
Describe a company’s culture
Describe a company’s vision and mission
©2018 Berlitz Languages, Inc. Review • Unit 10 | 41

PRACTICE
GOAL 01
to
1. My goal is a. to finish the report by Wednesday.
2. The phones are b. to be told what our secret ingredient

is.
3. The Congress is
c. to vote on the reform bill later this
week.
4. If we are
d. to increase our profit margin, we need
to cut costs.
5. Visitors are not
e. to be covered at all times.
GOAL 02
What was the company like?

1. We consider to be an essential aspect of our staff.
2. According to experts, open-plan offices encourage .
3. Our company is quite ; we sponsor several local charities.
4. The structure is extremely ; there are at least 5 levels of management between the
bottom and the top.
5. We didn’t have any say in the decision-making. It was all .
top-down collaboration diversity hierarchical community-oriented
42 | Review • Unit 10 ©2018 Berlitz Languages, Inc.

GOAL 03
How did it make you feel?

1. Our daughter’s winning the science competition proud.
a. made us feel b. made us feel like c. made us to feel
2. The whole experience was so frustrating it made me feel .

a. like cry b. like crying c. to cry
3. The news made me want for joy.

a. jump b. jumping c. to jump
4. The situation there is starting to make us .

a. worry b. worrying c. to worry
5. The crime rate has gotten so bad, it makes me wonder .

a. I don’t feel safe anymore b. when we are moving c. whether we should stay
GOAL 04
of which or whose?
1. AP is a company. Its products are sold worldwide. (whose)

→ .
2. They have come up with a plan. The plan’s details will be announced soon. (of which)
→ .
3. The RSPCA is an organization. Its workers protect animals. (whose)
→ .
4. I was at a meeting. Its purpose was to discuss new project proposals. (of which)
→ .

GOAL 05
Uses of to make
1. Has James made yet about who the new team leader will be?
2. Everything looks so delicious I just can’t make !
3. This still doesn’t make to me. Could you go over it one more time?
4. A good manager never makes people in front of others.
5. Go ahead and make . I’ll be right back with your coffee.
up my mind a decision look foolish yourself comfortable sense
GOAL 06 16
What did the facilitator say?
1. Perhaps after the meeting.
2. to find out what you missed?
3. to share something?
4. Maybe you some other time.
5. That’s an excellent idea! to that?
My notes

GOAL 07
This meeting is finished

a.
So, are we all agreed? Are there any more questions before we finish for today?
b.
That pretty much covers what I wanted to go over today.
c.
Before we go over the next steps, let me briefly summarize what we’ve discussed.
d.
All right then, if there’s nothing else …? Thank you all for coming.
e.
So, next steps. Jack’s agreed to look into transportation, Anita will check out prices for the
supplies and equipment we need, and Gina, you will finalize the list of attendees.
GOAL 08
Emphasize it
1. Did Barry suggest talking to me?

→ Was it
2. Carrie came up with the idea originally.
→ It was
3. Our market share dropped when the discount chain opened.
→ It was
4. Seventy percent of our products are bought by repeat customers.
→ It is
5. The bank’s problems have been caused by poor lending decisions.
→ It is

GOAL 09
What’s important?
1. We need to follow up on contacts. That would help us get new customers.

→ .
2. It would be short-sighted not to have a Plan B.
→ .
3. It would make us more visible if we advertised on TV.
→ .
4. We don’t have a vision statement. That means employees don’t know where we want to go.
→ .
YOUR TURN!
GOAL 01
Vision statement
You are a member of the city council. In order to help direct city decisions made in the future,
you have decided to come up with a vision statement. Think of two or three visions you have
for the city.

Get together with the other city council members. Compare and discuss the visions you have
come up with. Choose the ones you feel are the best and try to combine them in one vision
statement.
My notes

GOAL 02
Company culture
The leadership of your company are asking for suggestions on how to strengthen the
company’s culture. They are particularly interested making improvements in the following
areas:
Employees are aligned with the company’s vision, mission, goals, and values.
Employees are proud of and loyal to their company.
Employees have opportunities to realize their potential.
Diversity is accepted and appreciated; all employees are respected and treated fairly.
There is an effective flow of information throughout the company.
The company invests in its employees’ professional development.
Choose one of the items from the list and think of some steps that could be taken to
strengthen that aspect of the company’s culture. Be ready to present your ideas to the
company’s leaders.
GOAL 03
Role A
You are a journalist who works for a business magazine. This month you are writing an
article about change management. You have an appointment later today to speak to a
company leader about a change that took place within his / her organization. You are
especially interested in employees’ initial reactions to the change and how objections were
overcome. Before you go to your appointment, note down four or five questions you would
like to ask.
When you are ready, go to your meeting.

Role B
You are a leader in your company. Later today, you have an appointment with a journalist
who works for a business magazine. The journalist is writing an article about change
management and would like to ask you about a change that took place within your
organization. The journalist is especially interested in employees’ initial reactions to the
change and how objections were overcome. Before the journalist arrives, note down some
information regarding the change.
What the change was:

How the change was communicated:
Initial reactions to the change:
Objections raised:
How change was implemented:
Other:
GOAL 04
Time for a meeting
SUBJECT Performance of the new XP340 Printer
Agenda
• Overview of the current situation (5')
• Discussion about the challenges faced by the new XP340 Printer (15')
• Analysis of competitors strategies and performances (15')
• Brainstorm of possible solutions to improve sales (15')
• Draft action items (10')

GOAL 05
Role A
With your partner(s), think of a topic you would like to discuss. During your discussion, try to
use as many of the sentences below as you can.

Would you like to start us off? That’s an interesting point.
How do you feel about that? Does anyone else have something they’d
like to add?
Role B

We haven’t heard from you yet. What do Would anyone like to comment on that?
you think?
That’s a great idea. Would you like to add anything?
Role C

Can someone else build on that? That’s a good suggestion.
Let’s hear from someone who hasn’t had I believe you had some thoughts on this?
a chance to speak yet.
My notes

GOAL 06
Role A
With your partner, practice handling disruptions. Use the information given to act out each
situation as either the meeting facilitator or a participant.
Facilitator Participant
1. (your partner) 1. You have just arrived late.
2. One of the participants is packing up to 2. (your partner)
leave.
3. (your partner) 3. You are talking to another participant
about lunch.
4. A participant is fiddling with his / her 4. (your partner)
phone.
5. (your partner) 5. You interrupt someone to make a
comment.
6. A participant is talking about an irrelevant 6. (your partner)
topic.
Role B
With your partner, practice handling disruptions. Use the information given to act out each
situation as either the meeting facilitator or a participant.
Facilitator Participant
1. A participant has just arrived late. 1. (your partner)
2. (your partner) 2. You have to leave (another appointment).
3. Two participants are talking to each other. 3. (your partner)
4. (your partner) 4. You are responding to messages on your
phone.
5. A participant interrupted someone else. 5. (your partner)
6. (your partner) 6. Bring up something that is irrelevant to the
meeting.

GOAL 07
About that meeting
Think about the last meeting you attended. Now imagine that several colleagues were either
unable to make the meeting or had to leave early. The meeting facilitator has asked you to
write a memo to your colleagues in which you:

– summarize what was covered during the meeting
– summarize any decisions that were made
– outline the next steps (if any) that were agreed on

Prepare a draft of the memo you will send.
GOAL 08
Our core business
You have been asked to speak at a local business college about your company’s core
business. During your presentation you want to point out

• what your top selling / highest revenue-generating products are
• what your company’s main / essential activities are
• the reasons customers come especially to you

With a friend or colleague, practice presenting this information.

GOAL 09
Should you sell?
You are one of the owners of a small software development company. One of your products
has proven to be extremely popular in your domestic market, and you think it has huge
potential worldwide. You have recently been approached by a large multinational software
company that is interested in buying the rights to your product. If you sell, you lose all rights
to any future revenues generated by your product. On the other hand, this could be a great
opportunity to establish a relationship with the multinational which could be useful in the
future.
You will be meeting with the other owner(s) to discuss your options and decide what to do.
Before the meeting, consider your position and your arguments.
Business English 8 (GBE) Complete

©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 11
Draft a proposal letter

obstacle considerable Expressions used in proposals: considering,

to overcome sum owing to, moreover, furthermore
scrap postage Only if vs. even if
significantly to record
toner to audit
alone measure
double-sided to go a long way
default (setting) toward + -ing
to strengthen
WARM-UP
– These are some really excellent ideas, Gina. Do you

think you could put them together in a proposal for
me? I’d like to share them with Michael.
– Sure! Is there any other information you’d like me
to add?
– You’ve outlined the benefits beautifully. Do you see
any obstacles?
– Nothing that we can’t overcome.
– Good, but include that in your proposal, too.
My notes
©2018 Berlitz Languages, Inc. Draft a proposal letter • Unit 11 | 53

READING
A proposal for cutting print waste and costs

Last year, we introduced an initiative to recycle paper, including the reuse of scrap from print
documents. As a result, we have substantially reduced the amount of paper we discard. However,
we have not significantly reduced costs. The company currently spends approximately $21,000 on
paper and $48,000 on toner alone. To cut costs, we need to decrease both the amount of paper
used during printing and the amount of printing we do.

One solution to this would be to set printers to double-sided printing by default. At present, we use
almost 2.5 million pieces of paper per year. Assuming just 25% of our print jobs could be two-sided,
this would create a savings of over 600,000 pieces of paper and over $5,000 in paper costs. In
addition, printing on both sides would save the company considerable sums not only on paper, but
also on staples, paper clips, and postage.

We could realize even bigger savings, however, by decreasing toner costs. This can only be done by
changing employees’ printing habits. One way of doing this would be to record and audit printing
costs by installing print management software. Ideally, the software should display a printing
balance on each user’s screen. In this way, the staff would become more aware of the actual cost
of their usage and would be more likely to change their habits. Moreover, by auditing actual use, we
could then reward employees who decrease their usage. Even if this were only to reduce toner use
by 10%, we would still realize a savings of almost $5,000.

Bearing in mind the company’s commitment to reducing its environmental impact, I feel that these
measures, combined with an awareness program to encourage good practices such as proofing
before printing and printing to file, would go a long way toward reducing waste and costs, and
supporting the company’s green initiatives.

My notes
54 | Draft a proposal letter • Unit 11 ©2018 Berlitz Languages, Inc.

LANGUAGE FOCUS
How should I phrase this?
THE SITUATION NOW THE PROPOSAL CAUSE AND EFFECT

Right now, … An alternative would be … As a result, …
At present / At the moment, … One way of doing this … Because of …
Currently / Presently, One / The solution to this … Owing to …
Considering that … So, …
Bearing in mind By (doing this)
FOR EXAMPLE AND BUT
Such as … Also, … However, …
For instance, … In addition, … Although …
A case in point … Furthermore, … Despite / In spite of …
One example of this … Moreover, … On the other hand, …
In this way... Not only ..., but also ...
PERFORMANCE
What I propose is…
Think about a proposal that would strengthen your department or your company in some
way. Following are some areas you might consider:

productivity communication
cost savings sales
work processes working environment
efficiency customer satisfaction

Word Power
Only if vs. even if

We will meet with them only if we’re ready.
We won’t meet with them if we’re not ready.

We will meet with them even if we’re not ready.
We will meet with them whether we’re ready or not.
1. Fred won’t get here on time he leaves now.

2. We should talk to them we are serious about their proposal.
3. They won’t be able to beat us they cut their prices.
4. Nancy will come you agree to her terms.
My notes
56 | Draft a proposal letter • Unit 11 ©2018 Berlitz Languages, Inc.

CONSOLIDATE & APPLY
Draft proposal
What's your proposal?
ONLINE PRACTICE

UNIT 12
Suggest ways to promote innovation

in the workplace
novel “If it ain’t broke, don’t fix Placement of frequency adverbs

genius it.”
ingenious entrepreneur
to crunch the numbers academic
rank and file to spread the word
loads of to devote
… of one’s own choosing
WARM-UP
Is innovation important to business?
Does your company encourage employees to be

innovative?
My notes
58 | Suggest ways to promote innovation in the workplace • Unit 12 ©2018 Berlitz Languages, Inc.
What limits innovation?
(1) Every time I put (2) Coming up with ideas is (3) Our products have always
forward a suggestion or easy. But then having to do the had an excellent reputation.
proposal, all I ever hear background research, crunch We are doing well. Why should
back is either “it won’t the numbers, and write we change anything? All it
work” or “it’s not everything up in a proposal? would do is upset our
realistic.” I don’t think I’ll It’s just too much time. I’ve got customers. “If it ain’t broke,
bother any more. more important things to do. don’t fix it”—that’s what I say.
(4) What would happen if a proposal of (5) I have loads of ideas, but who would I
mine were implemented and then later submit them to? It seems to me that
failed? Would I get the blame? Would I lose management isn’t even interested in what the
my job? rank and file think.

CRITICISM RESISTANCE TO CHANGE
ORGANIZATIONAL STRUCTURE
FEAR TIME PRESSURE

LISTENING 17 • 18 • 19
What do they do at your company?
Matt Fiona Zack
©2018 Berlitz Languages, Inc. Suggest ways to promote innovation in the workplace • Unit 12 | 59
1. A special group within the company that focuses on innovation Matt Fiona Zack
2. Collaboration among colleagues working in different areas Matt Fiona Zack
3. Collaboration between people inside and outside the company Matt Fiona Zack
4. Time to work on own projects Matt Fiona Zack
GRAMMAR
Placement of frequency adverbs
Frequency adverbs come after the present and past forms of to be and the (first) auxiliary
verb (can, have, etc.):
We are always interested in new ideas. They were never asked for their opinion.
Mary can usually find a solution. We have occasionally had complaints.
My son would generally have had breakfast before leaving for school.
They come before the present and past tense of all other verbs:
Frank frequently participated in our meetings. I rarely submitted proposals.
In questions, the frequency adverb comes after the subject:

Is Bill generally so quiet? Have you ever seen him angry? Must bills always be paid on time?
PERFORMANCE
Innovation first
You are one of two vice presidents at a newly launched venture in the interactive
entertainment industry. It is common knowledge that this industry is moving so rapidly that
it’s impossible to predict where companies competing in this market will be in two years. In
such a climate, innovation is key. The company that innovates most often and with the
greatest success will capture the public’s attention and have a definite advantage in years to
come.

Where will this innovation come from?
Role A
You believe that in small organizations such as yours, every single employee should be
enlisted in the process of innovation. One never knows where the next great idea may come
from, so you would like to organize a series of meetings in which you announce a challenge
to all 35 employees to spend just 20 minutes every day imagining the future of your
business. After all, your employees are the same kind of people who buy your company's
products and services. Who better than they to imagine the next generation of offerings?

In a few moments, you will be meeting with the other VP to build support for this idea. You
know the idea is very sound. It's your job to convince your colleague of this.
Role B
You are concerned that your company does not have a sufficient number of "idea people"
capable of imagining the future of such a rapidly changing business. You would like to hire
two or three technical innovators in this field and create a small "idea factory" within the
company, whose sole responsibility would be to generate cutting-edge product and service
ideas.

In a few moments, you will be meeting with the other VP to build support for your idea. You
know the idea is very sound. It's your job to convince your colleague of this.
©2018 Berlitz Languages, Inc. Suggest ways to promote innovation in the workplace • Unit 12 | 61
Word Power
Word families
1. Max received an award for the work he’s done in medical research.
2. It may not be the most practical idea, but it gets high marks for !
3. Our researchers have a new monitoring device.
4. Jen’s the most person I know. Just look at what she can do with a
few sticks and some string!
5. The new design looks terrific! Who it?
6. This is an model. We haven’t worked out all the bugs yet.

create creativity creative innovate innovation innovative
experiment experiment experimental invent invention inventive
imagine imagination imaginative originate originality original

ONLINE PRACTICE
within this unit): Berlitz, iStockphoto, iStockphoto, ©2018 Berlitz Languages, Inc. All rights reserved.
iStockphoto, Berlitz
UNIT 13
Discuss innovation strategy

cautious investor Questioning the status quo

to commit oneself (to) status quo
to probe pet
to smooth (the way) to treat (an illness)
to question (= challenge) mobile (clinic)
to outsource hay (extension activity)
to integrate to strike (= hit) (extension
competency activity)
power (= authority) to snooze (extension
visionary
activity)
explorer in haste (extension
activity)
experimenter
to repent (extension
modifier activity)
WARM-UP
– I think we need to talk about our innovation plans.

– Why? We just did a major revamp of our products a
few years ago.
– I realize that, but the market’s changing so fast
nowadays, we need to come up with something
new. If we don’t innovate, we’re going to fall
behind. Innovation can’t be something that
happens every five years or so. We need an
ongoing innovation strategy.
– What did you have in mind?
©2018 Berlitz Languages, Inc. Discuss innovation strategy • Unit 13 | 63

READING
How would you describe your innovation style?
MODIFIER VISIONARY EXPLORER
INVESTOR EXPERIMENTER
My notes
64 | Discuss innovation strategy • Unit 13 ©2018 Berlitz Languages, Inc.

1. 2. 3. 4. 5.
We’re cautious Our business Rather than We are In our business
in our approach changes very undertaking passionate about there is limited
to innovation. If rapidly—and this new projects our products and room for
we have creates many ourselves, we our customers. growth, so
questions, we new challenges invest in start- Our innovation when it comes
want them and up companies. focuses on our to innovation,
answered; if opportunities. This way, the existing business we look at the
there are Our early phases of because that’s excellent assets
obstacles, we management the innovation where we and
want them encourages us to process—and believe we have competencies
overcome— be the risk—are the most we’ve already
before we “intrapreneurs” outsourced. If opportunities for got and try to
commit and invites us to the companies growth. Teams build on them.

ourselves 100% question are successful, are given the We have special
to a new everything the we buy them power to task forces that
venture. To do company does. out and experiment and look for
this, we create By continuously integrate them adapt products opportunities
a series of fairly and repeatedly into our to make life for us to expand
low-cost probes asking “What if existing better for our our expertise
or experiments we did this?” or business. customers. In into related
that smooth the “Why don’t we this way, we fields outside
way for a big do that have been able our existing
innovation. instead?”, we are to dramatically business.
able to create change our
new business business over
models quickly. and over again.
My notes

LANGUAGE FOCUS
Questioning the status quo

Status quo: n. the existing state of affairs; the current state of things
Why do we do that? Why can’t we do this? Why isn’t it possible for us to …?
What would happen if we didn’t do that? What if we were to … instead?
– I’ve been thinking. Why do our customers always have to bring their pets to us?
– Maybe because everything we need to treat them is here?
– Yes, but why wouldn’t it be possible for us to go to them? I’ve had dozens of people complain
about how hard it can be to get here with a sick animal. Especially for our older customers.
– So, what are you thinking of? Some kind of mobile animal clinic?
– Sure, why not? There are mobile clinics for humans. Why couldn’t we do something similar?

Have you ever questioned why or how things are done?
My notes

PERFORMANCE
Innovate or else …
A (fictional) study has recently been released that shows that within a year, there will no
longer be a need for the products or services your company currently offers‍‍—at least not in
their current form.

What will your company do instead? Will you offer different products? Will you find new uses
for them? Will you find ways of using your knowledge, expertise, and competencies in new
areas? Will you close the company?

Shortly, you will meet with other members of a team that has been put together to discuss
these issues. Before that, write down some of your own ideas.
My notes

Word Power
Sayings and expressions
1. Slow and steady wins the race. 4. Make hay while the sun shines.
2. Strike while the iron is hot. 5. If you snooze, you lose.
3. Marry in haste, repent in leisure. 6. Necessity is the mother of invention.
ONLINE PRACTICE
within this unit): Age Fotostock, Thomas Stefflbauer, ©2018 Berlitz Languages, Inc. All rights reserved.
Thomas Stefflbauer, Thomas Stefflbauer, Thomas
Stefflbauer, Thomas Stefflbauer

UNIT 14
Discuss product life cycles

life cycle cash cow The future in the past: When we launched the
to go a long way to milk something for FlexiTab, we were predicting sales of over
maturity all it’s worth $500,000, but we only reached sales of $400,000
to kill off (a product)
in our first year.
mainstream
to break even to discontinue
initially to fall through
to fend off (extension activity)
WARM-UP
– What’s the latest on the FlexiTab? Any

improvement over last month?
– Sales have picked up, but it’s not yet generating
the revenues we were expecting.
– Do we know why that is?
– Well, it’s a new product in a relatively new market. I
believe it’s got a lot of potential, but a little more
spent on marketing might go a long way.
My notes
©2018 Berlitz Languages, Inc. Discuss product life cycles • Unit 14 | 69

A typical product life cycle
At what stage …
• is promotion critical?
• is expansion into new markets most likely?
• has the product penetrated the mainstream

consumer market?
• would a company consider withdrawing the

product from the market?
GRAMMAR
The future in the past
It’s Monday. We are going to launch our new service today.

It’s now Tuesday. We were going to launch our new service yesterday, but we encountered
some unexpected technical difficulties.
It’s March 31st. They are predicting a 20% increase in sales during the 2nd quarter.
It’s now June 30th. They were predicting a 20% increase, but in fact, there was only a 10%
increase.
Present time. We’ve just started the new venture. We don’t know how successful it will be.
It’s now two years later. When we started the new venture, we didn’t know how successful
it would be.
– Weren’t we planning to kill off that product? – Have you sent me the figures for your unit
The only person I know who buys it is my yet?
grandmother! – I’m sorry. I was going to send them to you
– Yes, but it seems the grandmothers out yesterday, but there were a couple of
there are an extremely loyal bunch of things I wanted to double-check first. I'll
customers. So we're not going to withdraw send them to you later today.
it just yet.
70 | Discuss product life cycles • Unit 14 ©2018 Berlitz Languages, Inc.

Stars, question marks, cash cows, and pets

1. Products that have high market share in a slow-growing
market. The revenue from these products is greater
than the cost of maintaining them. This describes .
a. stars b. question marks
c. cash cows d. pets
2. Products that have low market share in a slow-growing

market. They are barely breaking even. This describes
.
a. stars b. question marks
c. cash cows d. pets
3. Products that have low market share in a fast-growing market. Careful analysis is required to
determine whether these products are worth further investment. This describes .
a. stars b. question marks c. cash cows d. pets
4. Products that have high market share in a fast-growing market. Initially, they require higher
levels of investment to fend off competition and maintain market share, but high revenue
potential outweighs costs. This describes .
a. stars b. question marks c. cash cows d. pets
My notes
©2018 Berlitz Languages, Inc. Discuss product life cycles • Unit 14 | 71

PERFORMANCE
Keep it or kill it?
Name of product:

Current stage in product life cycle:
introduction growth maturity decline
Performance (growth share):

rising star question mark cash cow pet
Recommendations (promotion / expansion):

ONLINE PRACTICE
within this unit): Age Fotostock, Berlitz, Thomas Stefflbauer ©2018 Berlitz Languages, Inc. All rights reserved.
72 | Discuss product life cycles • Unit 14 ©2018 Berlitz Languages, Inc.

UNIT 15
Describe the development of new

products
storage to skyrocket Stating figures: 9 out of 10; 8 in 10; The ratio of

pharmaceutical to flesh out satisfied customers to delighted customers is six
to synthesize key stakeholder
to two; There are two delighted customers for
every six satisfied customers.
synthesis to give the go-ahead
clinical trial mock-up
side effect to commercialize
to paint a picture (commercialise UK)
to match unfeasible
WARM-UP
How have music storage devices evolved over the years?
Why do companies develop new products?
phonograph record player cassette player
CD player MP3 player smartphone
©2018 Berlitz Languages, Inc. Describe the development of new products • Unit 15 | 73
LISTENING 20
Skyrocketing costs
According to Margaret Young, Cygna Labs’ Director of

Research and Development, the following four
statistics are the reality and facts that challenge
pharmaceutical development:
1. Industry experts estimate it takes an average of
for a new prescription drug to reach
the market.
2. Last year, the full cost of bringing a new product to

market was estimated at over $ , with
Average cost to develop a drug
some companies estimating average costs as high (incl. cost of failures; figures
as $ . adjusted to today's $)
3. On average, only out of every 10,000 new

medical substances will become a marketable
medicine.
4. And, finally, that only out of 10 marketed

drugs return revenues that match or exceed their
R&D costs.
Word Power
What are the figures?

10–12 months =
Testing of a new product may take ten to twelve months.
Testing of a new product may take ten months to a year.

1:100 inventions =
(Only) one out of a hundred inventions makes it to market.
(Only) one in a hundred inventions makes it to market.

2 men: 1 woman =
The ratio of men to women accountants in our firm is two to one.
There are two men for every one woman.

8/10 new businesses =
Eight out of ten new businesses fail within the first five years.
Eighty percent of new businesses fail within the first five years.
74 | Describe the development of new products • Unit 15 ©2018 Berlitz Languages, Inc.
READING
Stages of new product development
a. business analysis e. idea screening

b. commercialization f. product development
c. concept development / testing g. prototype and market testing
d. idea generation
1. At this stage, the company is looking for ideas for new products. These may come from a
variety of sources such as investors, employees, customers, and suppliers, market trends,
and competitors’ offerings.
2. At this stage, the goal is to eliminate any ideas that are unfeasible or that would not provide
an appropriate return on investment.
3. The remaining few ideas are fleshed out. Based on input from key stakeholders and target
customers, ideas may be discarded or given the go-ahead for further development.
4. Estimates and projections are made concerning pricing, sales volume, profitability, and
break-even points.
5. Mock-ups of the product are created and feedback is elicited from a small group of target
customers. Based on this feedback, any necessary modifications are made.
6. The finalized design goes into production. The product may initially be tested once more on
a smaller (for example, local or regional) market prior to the official launch.
7. The product is distributed and available; the promotional campaign is launched.
©2018 Berlitz Languages, Inc. Describe the development of new products • Unit 15 | 75
PERFORMANCE
The new product pipeline
Your company is considering upgrading or replacing some of your current products. The
management is soliciting suggestions and ideas from the entire staff.
What one product would you choose to improve or eliminate?

What do you think the “new and improved” product should look like?
Jot down some notes about your concept, and be ready to share your ideas.
ONLINE PRACTICE
within this unit): Age Fotostock, Age Fotostock, Age ©2018 Berlitz Languages, Inc. All rights reserved.
Fotostock, Age Fotostock, Age Fotostock, Age Fotostock,
Berlitz, Berlitz
76 | Describe the development of new products • Unit 15 ©2018 Berlitz Languages, Inc.
UNIT 16
Place a service call

paper jam to (de- / re-) activate Simple past vs. present perfect vs. past perfect
out of the ordinary to let someone in Describing sounds and noises. For example:
Not that I am aware of. sound beep, buzz, squeak, bang, click, grind, hum,
out of order noise ping, thump, whir.
access key
WARM-UP
– What exactly seems to be the trouble?

– I wish I knew. The toner’s fine. There’s no paper
jam. It’s just not working.
– Did anything out of the ordinary happen prior to the
breakdown?
– Not that I’m aware of. Can you send a technician to
take a look at it?
– Of course. I’ll just need to get a few more details …
LISTENING 21 • 22
It’s out of order
PROBLEM 1 (VENDING MACHINE):

WHAT'S BEEN TRIED:
WHAT WILL BE DONE:
PROBLEM 2 (ACCESS KEY):

WHAT'S BEEN TRIED:
WHAT WILL BE DONE:
©2018 Berlitz Languages, Inc. Place a service call • Unit 16 | 77

GRAMMAR
Referring to past actions: Simple past vs. Present perfect vs. Past perfect
Alice has just returned to work after a

Now four-month leave of absence. When
a minute ago ... Alice called reception. she tried to use her access key, she
10 minutes ago ... Alice tried her key. discovered it didn’t work. When she
today ... Alice returned. called the receptionist, she learned
1 month ago ... Card deactivated her card had been deactivated
4 months ago ... Alice went on leave. because she hadn’t used it for 90
days.
Word Power 23
Describing sounds

ping bang beep buzz click grind hum squeak thump whir

The optical drive makes a grinding noise when I turn on my laptop.

There is a terrible squeak when the copier is working.
I heard a loud bang, and then the lights went out.

It makes when …
a grinding noise / sound
I hear whenever …
a squeak
There is every time …
78 | Place a service call • Unit 16 ©2018 Berlitz Languages, Inc.

PERFORMANCE
Customer: Customer ID #:
Contact: Make / model / serial #:
Reason for service / repair: Other:
ONLINE PRACTICE
Fotostock
©2018 Berlitz Languages, Inc. Place a service call • Unit 16 | 79

UNIT 17
Make an after-sales service call

after-sales service to cover / bear the cost Phrases for making an after-sales call
live chat (of) Gerunds with possessives. For example: Would
hotline built into the cost or our sending you a full refund fix the problem? The
to entail price managers liked Henry’s handling of the situation.
to troubleshoot word-of-mouth
on the spot reactive
further down the line proactive
to expire
unusual (activity)
WARM-UP
– Hello, I’m calling from GSAT Services. Is this Mr.

Butcher?
– Yes, it is.
– Mr. Butcher, I see you were visited by one of our
service reps earlier today. Would you mind
answering a few questions about the service you
received?
– Oh! No, not at all. Go right ahead.
– Thank you. First of all, …
My notes
80 | Make an after-sales service call • Unit 17 ©2018 Berlitz Languages, Inc.

LISTENING 24
The importance of after-sales service
1. According to Frank, what will his company lose if they do not provide good after-sales service?
2. What does most of their after-sales support entail?
3. What is the difference between the two types of employees who handle service questions?

4. What kind of information do they keep in their customer records?
5. Who bears the costs of after-sales service, and in what way?
Reactive vs. proactive service
REACTIVE: PROACTIVE:
THE CUSTOMER CONTACTS YOU YOU CONTACT THE CUSTOMER
My notes
©2018 Berlitz Languages, Inc. Make an after-sales service call • Unit 17 | 81

Useful Expressions
Structuring an after-sales service call

Getting through Getting feedback
Hello. This is … from … I’d like to speak to I’m just calling to check that everything is
…, if I may. all right with …
Hello. My name is …, and I’m calling on Would you mind my asking some
behalf of … Is … available? questions about …?
Purpose of call Providing information

I’m calling about the … you recently We wanted to let you know that …
purchased. We thought you might be interested in our
We’re calling about our … service. new …
Preventive support Thanking

We’ve noticed some unusual activity on Thank you very much for your time.
your account. I appreciate your taking the time to talk to
We’re calling to remind you that your me.
service contract will expire shortly.
GRAMMAR
Does our sending you coupons every quarter bring you in for regular service?
You took the time to complete our online survey. We appreciate that.
→ We appreciate your taking the time to complete our online survey.

I would like to ask you a few questions. Would you mind (that)?
→ Would you mind my asking you a few questions?

They didn’t contact us about the product recall. We were upset about that.
→ We were upset about their not contacting us about the product recall.
82 | Make an after-sales service call • Unit 17 ©2018 Berlitz Languages, Inc.

PERFORMANCE
Choose one of the following scenarios and make an after-sales service call to a customer.
1. A very good customer of yours has recently made a new purchase, and you want to make
sure that they are satisfied with it.
2. You have received information about a possible problem with one of your products, and
you would like to alert a customer of yours about it.
3. A customer has purchased a new product, and you would like to obtain some feedback.
4. You’ve recently launched a new product you think one of your best customers might be
interested in.
ONLINE PRACTICE
©2018 Berlitz Languages, Inc. Make an after-sales service call • Unit 17 | 83

UNIT 18
Present ideas for using social media

for business
sales platform downright few vs. a few; little vs. a little

to engage (with) (= to stick in one’s mind
involve) to upload
chitchat cause
idle (chitchat) microblogging
WARM-UP
Using social media for business is a complete Social media is the future of marketing. It will
waste of time and money. It does absolutely replace traditional media such as TV, radio, and
nothing to improve the bottom line. print.
My notes
84 | Present ideas for using social media for business • Unit 18 ©2018 Berlitz Languages, Inc.
LISTENING 25
Isn’t our website enough?

1. What are Dan’s objections?
a. cost of set up and maintenance d. negative comments
b. customers don’t use social media e. people ignoring ads
c. little to no conversion into sales f. return on investment

2. What aspects of social media does Karen highlight?
a. building customer relationships f. posting coupons / coupon codes
b. engaging users in a two-way dialogue g. protecting privacy and copyright
c. creating a personality for the company h. saving money
d. encouraging word-of-mouth promotion i. sharing information
e. getting feedback j. using comments to improve targeting

LANGUAGE FOCUS
Using few vs. a few / little vs. a little
They have some customers, but not many. → They have a few customers.
They have almost no customers. → They have few customers.
I have some time, but not much. → I have a little time.
I have hardly any time. → I have little time.
©2018 Berlitz Languages, Inc. Present ideas for using social media for business • Unit 18 | 85
1. The results are looking better. We’ve seen
increase in inquiries since last month.
2. Our customers like us. We see negative

comments on our site.
3. Some companies have experienced

success with social media and have stopped using
it.
4. If you create a business page, you should plan to

upload posts each week.
How can we use social media?
Possible objectives:
promote your business
provide information about or related to your business / products
get feedback on your business or products
attract new customers
build relationships with current customers
promote a particular cause or event your company supports
SOCIAL PROFESSIONAL MICROBLOGGING

NETWORKS NETWORKS SITES

PHOTO VIDEO
OTHER
SHARING SITES SHARING SITES

86 | Present ideas for using social media for business • Unit 18 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Social media for your business
Your company director is interested in

exploring the possibilities of social
media for your business. He / She has
asked you and your team to present
some ideas for him / her to consider.
You should focus on one particular
objective and be prepared to show how
you could achieve this using several
types of media.
ONLINE PRACTICE
within this unit): iStockphoto, iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Present ideas for using social media for business • Unit 18 | 87
UNIT 19
Describe export strategy

billion seasonal slowdown Terms related to export and trade

trillion to fill orders passively
to drive down indistinguishable
economies of scale to engage the services of
wire transfer someone
letter of credit to constitute
drastically to commit
commitment
WARM-UP
Source: World Trade Organization
Merchandise exports, US$ 17.3 trillion Commercial services exports, US$ 4.35

Figures for WTO members; shown in US$ billion.
trillion
Figures for WTO members; shown in US$ billion.
My notes
88 | Describe export strategy • Unit 19 ©2018 Berlitz Languages, Inc.

READING
Why export?
► Increase your profits.

More customers mean more sales and bigger profits.
► Improve your economies of scale.
More sales lead to increased production, which drives down per-unit manufacturing
costs.
► Improve your cash flow.
Many exporters are paid in advance by wire transfers or under letters of credit
compared to being paid after the product has been delivered domestically, which
results in a drastically improved cash flow.
► Spread business risk.
By developing alternative markets, exporting can reduce your business risk whenever
there is a slow down, disruption, or catastrophic event in your domestic market.
► Manage seasonal slowdowns.
Exporting allows you to even out seasonal sales cycles by exporting to countries with
seasons that are the opposite of yours or that have little seasonal variations.
► Find alternative sources.
As you become more informed about global markets, you may find cheaper,
alternative sources of raw materials and components for your manufactured goods.
► Stimulate the economy.
Exports are a well-known driver of many positive economic indicators, including job
growth.
LISTENING 26
Approaches to export
Approach #1:
Approach #2:
Approach #3:
Approach #4:

#1 #2 #3 #4
Is the company aware that its product is being
exported?
Is the company involved in the export process?
Who handles the export details?
©2018 Berlitz Languages, Inc. Describe export strategy • Unit 19 | 89

Challenges faced by exporters
LANGUAGE PACKAGING MEASUREMENTS PAYMENT
TRANSPORTATION REGULATIONS OTHER
My notes
90 | Describe export strategy • Unit 19 ©2018 Berlitz Languages, Inc.

PERFORMANCE
What do you export?
Think about one product your company

exports.
• What is the product? Where is it exported
to? Why?
• What approach or approaches to exporting

are used?
• What challenges does exporting this

product present?
Be ready to briefly summarize the export

strategy for this product.
ONLINE PRACTICE
within this unit): Berlitz, Berlitz, PhotoDisc ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Describe export strategy • Unit 19 | 91

UNIT 20
Review
OBJECTIVES LADDER
Now you can …
Describe export strategy
Present ideas for using social media for business
Make an after-sales service call
Place a service call
Describe the development of new products
Discuss product life cycles
Discuss innovation strategy
Suggest ways to promote innovation in the workplace
Draft a proposal letter

PRACTICE
GOAL 11
What’s your opinion?

1. the rapid increase in demand for coffee, supplies have shrunk and prices have
skyrocketed.
2. our commitment to employee wellness, it seems reasonable to require annual
medical check-ups.
3. We have drastically cut our printing costs. the reduction in our toner costs from
$10,000 per year to $4,000.
4. The Step into Fitness competition was extremely popular. , it raised awareness of
the importance of regular exercise.
5. I wouldn’t use their products again they paid me.
6. We can introduce the initiative we get approval from senior management.
Owing to A case in point even if Furthermore Bearing in mind only if
GOAL 12
How often does this happen?

1. Tamika interested in working with young people.
a. always has been b. has always been c. has been always
2. I can’t imagine where Ed could possibly be. He for meetings.

a. is never late b. is late never c. never is late
3. Have abroad?
a. ever you worked b. you ever worked c. you worked ever
4. We what our competitors are doing.

a. are checking frequently b. check frequently c. frequently check
5. to London when he was working in Europe?

a. Did often Tim travel b. Did Tim often travel c. Did Tim travel often

GOAL 13
What if we changed?
1. What if / instead of / school students / tablets / textbooks / were issued with

→
2. Why isn’t / for cable TV subscribers / it possible / their own channel packages / to put together
→
3. What would / everyone / from home / happen if / to work / we allowed
→
4. Why / don’t we/ every tall building / on the top of / put solar panels
→
5. Why / a four-day / can’t we / switch to / work week
→
GOAL 14 27 • 28 • 29 • 30
Not what I expected
1. Gina the presentation yesterday, but she in one of the slides.
2. The company the Wizard 2, but wrote demanding they keep it.
3. They on national television, but then they for a 15-second spot.
4. Dora didn’t expect she when she created her shopping app.
My notes

GOAL 15
About how many?

1. The ratio of men to women in a. is three to one.
computing fields
2. Only one out of every fifty people b. is about one in a million.
3. About fifty percent of new businesses c. fail during their first year.
4. Four out of ten people worldwide d. for every one retired person.
5. The chance of your being struck by e. have access to the Internet.

lightning this year
6. By 2025 (in the US), there will be three f. has green eyes.
working adults
GOAL 16
When did it happen?
1. Our printer (break down) yesterday during a big print job.

2. I (just speak with) maintenance. They are sending someone up now.
3. I (be worried) about Lisa because I (not hear from) her in so long.
4. By the time we (get to) the office, the power (be restored).
5. The repairman still (not arrive); we (expect) him hours ago.
My notes

GOAL 17
We liked Claudia's handling of the situation
1. I would like to ask you a few questions.

→ Would you mind a few questions?
2. You took the time to show me around town.
→ I appreciate to show me around town.
3. They handled our order.
→ Were you satisfied with of our order?
4. I’m worried because he hasn’t called back.
→ worries me.
GOAL 18
Only a few
1. There were hardly any customers there when I went.
a. a few customers b. few customers
2. We spoke to several people during the break.

a. a few people b. few people
3. If you’d like to talk, I have some time right now.

a. a little time b. little time
4. There is practically no money left in the budget.

a. a little money b. little money
5. They had little success with their direct mail campaign.

a. almost no success b. some success
6. There are a few things I need to finish up before I leave.

a. are a couple of things b. is practically nothing

GOAL 19
Exports and trade

1. Most of our is sold in the US but we do have some foreign buyers.
2. allow big companies to manufacture products more cheaply than smaller
producers.
3. Some knock-offs are from the original brands. Customers can’t tell the difference.
4. When we began exporting to Japan, we the services of a local advertising agency.
5. Exports approximately 35% of our total sales.
6. They don’t sell directly to customers; their products are sold through an .
intermediary merchandise indistinguishable Economies of scale constitute engaged
YOUR TURN!
GOAL 11
What do you propose?
Your company is looking for proposals on how to:

• improve the flow of communication within the company
• reward excellent performance
• reduce waste (especially paper)
• become more involved in the community

With your partner(s), choose one of the topics and brainstorm several ideas. Work together to
draft a proposal letter.

GOAL 12
How can we promote innovation?
Your company would like to do more to promote innovation in the workplace. You are on a
team which has been asked to choose an approach for this. Which of the following ways do
you feel would be the most effective and why?
Creating a special group within the company that focuses on innovation.

Increasing the amount of collaboration among colleagues working in different areas.
Finding opportunities for collaboration between people inside and outside the company.
Encouraging employees to work on their own projects.
Other:
Get together with the other members of the team to discuss your choices. Which one will you
suggest to the company’s management?
GOAL 13
What’s our strategy?
You work in the oil and gas industry and are a member of the senior management of your
firm. You know that one day the supplies of oil and gas will run out—or they will just become
uneconomical to extract. You and the other members of the senior management are meeting
today to discuss this question: What direction do you feel the company should take in terms
of innovation? Some of the possibilities that have been put forward are:

• Should it be investing in products and processes that reduce consumption so that
existing supplies last longer?
• Should it be investing in new extraction technologies that would make it possible to

reach supplies that are currently unreachable?
• Should it be transforming itself into an alternative energy provider?
• Or, should the company just continue business as usual until supplies run out and then
close down?

GOAL 14
Let’s review our marketing strategy
You work in the marketing department of a

company that manufactures and sells smart
devices, including:
• smartphones
• tablets
• smart watches
• smart home appliances
Meet with the other members of the marketing

team. Discuss:

Where are these products in their lifecycle?
What will the company need to do to promote these products in the near future? long-term?
GOAL 15
Product development
Choose one.
• Together with your partner, discuss how televisions have changed over the years.
What do you think will happen to TVs in the future? Will they become obsolete? Will they
be replaced by something better? What features do you think a TV (or its replacement)
should have?
• Smart apparel (such as smart watches) is still in its infancy. Together with your partner,
brainstorm some other smart apparel products that you have heard of? What others
might be developed in the future? How could such apparel be used? Would you buy such
a product?

GOAL 16
Calling the maintenance department
Role A
You are having a problem with a piece of equipment in your office. Call your maintenance
department and place a request for maintenance. Before you call, note down what the
problem was and what you tried to do (if anything) to correct the problem.
Role B
You work in the maintenance department. You job is to take down information about service
problems and pass them on the maintenance technicians. When someone calls, you need to
get the following information:

Contact name:
Contact phone number: Department:
Location of equipment: Type of equipment:
Description of problem: Other:

GOAL 17
Unusual activities on your account
Role A
You work for a credit card company where you have an automated system that notifies you
when there seems to be unusual activity on a customer’s account. You received such a
notification today. It seems that a number of online purchases were made using the credit
card of a long-time customer. This has appeared as a red flag in the system because this
customer has never used this particular card for online purchases before.
Call the customer and confirm whether or not the purchases were made by him / her.
Role B
You have been extremely busy lately and have been unable to go out and shop for presents
for several relatives who are celebrating birthdays and anniversaries this month. So, despite
your worries about credit card theft and fraud, you decided—for the first time ever—to make
your purchases online.

Your phone is ringing. Answer it.
My notes

GOAL 18
We need to use social media more
Role A
Your company would like to use social media more. Your team has been asked to look into
the potential of various types of media. You have been asked to explore how microblogging
sites could be used to meet the following objectives:

• provide information about products
• get feedback on products
• build relationships with customers
• promote causes your company supports

Before you meet with your team, try to come up with at least one example of how
microblogging sites could be used to meet each of these objectives.
Role B
Your company would like to use social media more. Your team has been asked to look into
the potential of various types of media. You have been asked to explore how video sharing
sites could be used to meet the following objectives:

• provide information about products
• get feedback on products
• build relationships with customers
• promote causes your company supports

Before you meet with your team, try to come up with at least one example of how video
sharing sites could be used to meet each of these objectives.

GOAL 19
Talking about export
Role A
You are the co-owner of a medium-sized manufacturing company. You have recently found
out that some of your customers are buying and then selling your products abroad. Until you
discovered this, you did not even realize there was an overseas market for your products!
You think your company should start exporting products itself. You know there are several
ways you could do this, such as:

– exporting indirectly through intermediaries (e.g., a trading company)
– exporting directly

Today you are meeting with the other co-owner to discuss your export strategy. Your partner
is not 100% sold on the idea of exporting. He / She feels it is risky and would involve too
much extra work. Suggest a strategy that your partner might be satisfied with. Emphasize
the benefits of exporting.
Role B
You are the co-owner of a medium-sized manufacturing company. You have recently found
out that some of your customers are buying and then selling your products abroad. Until you
discovered this, you did not even realize there was an overseas market for your products!
Your business partner feels the company should start exporting products itself.

You are not 100% sold on this idea. You know that exporting could help increase revenues
and overcome seasonal slowdowns. But exporting, to you, sounds like a lot of extra work
and extra risk. At the most, you’d be willing to look for domestic buyers who represent
foreign end-users or customers. That way, you could learn more about where your products
are going before taking any bigger steps.

Meet with your business partner and try to convince him / her that you are not ready to start
exporting products yourselves.
within this unit): Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 21
Discuss the effects of free trade

(trade) talks (trade) barrier Presenting arguments using by + -ing. For

pact tariff example: By paying subsidies to farmers,
to conclude (a deal) fledgling (industry) the government is helping them to
compete in the world market.
free-trade area struggling
to dig in emerging market
restriction to source
to discriminate standard of living
monopoly to deplete
duopoly two sides of the same coin
oligopoly sizable
to distort referendum
WARM-UP
My notes
104 | Discuss the effects of free trade • Unit 21 ©2018 Berlitz Languages, Inc.
READING
What is free trade?
Free trade is a policy by which a government does not discriminate against imports or interfere with
exports. In its ideal form, free trade allows:
► unrestricted trade of both imported and exported goods and services
► unrestricted access to markets and market information

It does not allow:
► trade-distorting policies that give some firms, industries, or individuals an advantage over others
► market distortion through monopoly or oligopoly power
Barriers to trade
Quotas Subsidies Tariffs
Trade barriers are restrictions on international trade. Governments

usually impose them to protect domestic products or industries.
1. A tax or customs duty on imports. By raising the price of
imported goods, they make domestic goods cheaper by
comparison. They are also a source of revenue for the countries
that impose them.
2. A limit on the number or total value of a particular

product that can be imported or exported during a specified
period. By restricting the supply of cheaper imports, they can
boost sales of domestic products. However, they may also force
domestic consumers to pay higher prices for domestic goods
because of smaller supplies.
3. Money paid by a government to support a particular

domestic industry. By making domestic products cheaper to
produce than their imported counterparts, they should, in theory,
result in lower domestic prices and make exports more
competitive.
©2018 Berlitz Languages, Inc. Discuss the effects of free trade • Unit 21 | 105
LISTENING 31
Pros and cons of free trade

Pros:
Products
Cons:
Pros:
Competition
Cons:
Pros:
Jobs
Cons:
Pros:
Standard of living
Cons:
Pros:
Environment
Cons:
LANGUAGE FOCUS
Presenting an argument: by + -ing
Tariffs increase the price of imported goods; this encourages consumers to buy domestic
goods.
→ By increasing the price of imported goods, tariffs encourage consumers to buy
domestic goods.
Quotas restrict access to imported goods, which limits consumer choice.

→ By restricting access to imported goods, quotas limit consumer choice.
Governments impose limits on a country’s imports and exports; this hurts free trade.
→ By not imposing limits on a country’s imports and exports, governments allow free
trade.
1. Free trade encourages competition, which leads to lower prices.

→
2. Outsourcing creates jobs in developing countries; this helps improve the global economy.
→
3. Subsidies protect fledgling industries. This gives them a chance to grow.

→
4. We imposed a tariff on imported auto parts. We may end up starting a trade war.
→
106 | Discuss the effects of free trade • Unit 21 ©2018 Berlitz Languages, Inc.
PERFORMANCE
A free-trade debate
Your country is considering whether to join a regional free-trade zone. Within this free-trade
zone, there are several emerging market countries and a few very wealthy, developed
countries. The government has decided there will be a public referendum on this issue. Think
about the current economic climate, industry, and environment in your country. Should your
country join?
ONLINE PRACTICE
within this unit): Berlitz, Corbis Images ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Discuss the effects of free trade • Unit 21 | 107
UNIT 22
Network at a trade show

literature agent Simple present vs. present progressive vs.

trade show co-op present perfect vs. present perfect progressive
(sales) lead principality Pronunciation: words ending in -ate. (extension)
to cross-sell I couldn’t help + -ing
competitive Funny you should (ask)
intelligence …
contact details Why, yes!
decision-maker
WARM-UP
– You seem very interested in our products and

literature. Is there something I can help you with?
– My name is Lily Wong. I am a buyer for one of the
retail chains in my country, and you have several
items I think would do well in our stores.
– Nice to meet you, Ms. Wong. I’m Dan Henderson.
Which products were you interested in? Perhaps I
can tell you more about them …
My notes
108 | Network at a trade show • Unit 22 ©2018 Berlitz Languages, Inc.

Why attend trade shows?
build conduct cross-sell enter gather generate introduce recruit retain

a. a new product / service
b. product or brand awareness
c. new prospects and networking
d. qualified leads
e. competitive intelligence research
f. and current customers
g. a new market
h. strategic partnerships
GRAMMAR
How long have you been working there?
SIMPLE PRESENT: Lazaro works for Crystal Doodads, Inc.
PRESENT PERFECT: He has worked there for several years.
PRESENT PROGRESSIVE: Lazaro is working at the company’s booth today.
PRESENT PERFECT He has been working there since 8 o’clock this

PROGRESSIVE: morning.
– What do you do? – How many booths have you visited?

– I’m an account executive at Sterling Products. – I’ve visited quite a few so far.
– What brings you to the show today? – Have you talked to many people?
– I’m meeting with several of our long-term – I’ve been talking to people ever since
clients. I got here!
©2018 Berlitz Languages, Inc. Network at a trade show • Unit 22 | 109

Contacts or leads?
MAKING CONTACTS GENERATING LEADS

► Name ► Company ► Budget ► Time frame
► Position with ► Contact ► Product / Solution
► Decision-maker
company details needs
I overheard you saying …
– Did I hear you mention you were looking for an agent?

– Yes, I did say that.
– Let me introduce myself. I’m …

– I couldn’t help overhearing you earlier. You said you were interested in children’s electronics?
– Why, yes! Do you know anyone in that field?
– Funny you should ask …

• You heard someone say they needed a new paper supplier. You were talking to a paper supplier
earlier.
• You overheard part of a conversation about organic growers. You represent an organic growers’
co-op.
• You are talking to an appliance wholesaler. You have met someone who’d like to export
appliances.
PERFORMANCE
Doing Business in Calacandra
You are at a Doing Business in Calacandra trade show in Scotland. Calacandra is a tiny
European principality that has only recently opened its borders to trade. The event is being
sponsored by the Calacandran Ministry of Trade.

Role A
Your name is R. Callibat, and you are chief buyer for Callibat and Co., a well-known
Calacandran electronics firm. You do most of your business at home and in neighboring
countries, but you decided to attend this conference to see what the British have to offer.
You expect the trade show to be very interesting and hope to make many new business
contacts. If possible, you would like to find some new products to sell at home. You have
spent many holidays in Scotland and love golf.
Role B
Your name is K. Rajput, and you work for the Cambridge-based firm Mankin Engineering,
where you are a project manager. Mankin is interested in possible infrastructure
development projects in Calacandra.
This is your first trade show as you only began working at Mankin last year. Before that, you
worked in Glasgow at a large construction company. You're glad to be back in Scotland,
even if just for a short time. You plan to visit your family while you are here.
Role C
Your name is B. Boyd, and you are the president of a small but growing electronics firm
outside of Boston, Massachusetts. You came to this trade show to see whether you could
find possible Calacandran trading partners. You are excited by the possibility of finding a
new market for your products. You visit the UK frequently, and often go on walking and
hiking tours here.
Role D
Your name is D. Calisundra, and you work at the Calacandran Interior Ministry. Your boss
(the minister) has sent you to this trade show to gather information on engineering and
construction companies.
There are several large development projects planned for the next five years—and it's more
than the few Calacandran companies can handle. You've never been abroad before but
would highly recommend Calacandra for its beautiful scenic mountains—perfect for hiking.

Role E
Your name is M. Warden, and you are originally from Australia. For the last six years, you
have been living and working in Seoul, Korea, where you are employed in the sales
department of Sun Enterprises, a manufacturer of electronic components. Your company is
very interested in expanding its exports—including to the just-opened Calacandran market.
You are at the trade show on a fact-finding mission. You are an avid photographer and also
enjoy the occasional round of golf.
Role F
Your name is N. Calanova, and you are from Calamopolis, the capital of Calacandra. You are
an undersecretary at the Ministry of Trade. You've been sent to promote trade with
Calacandra. The government offers tax breaks to companies willing to invest in the country
and has recently eliminated the tax on imports. You have been traveling a lot recently. (The
Trade Ministry is new, and there are a lot of countries to visit.) You enjoy taking photos of
the places you go to. This is your second trip to the UK.
My notes

CONSOLIDATE & APPLY 32
Say it right! Words ending in -ate
Many words ending in -ate can be nouns, adjectives, or verbs. For most nouns and adjectives, the -ate
ending is unstressed and sounds like the word it. For verbs, however, the -ate ending is stressed and
sounds like ate.

1. Cynthia is a college graduate , but she didn’t graduate until last year.
2. XM Co. is an affiliate of ours, but we are not affiliated with ExEm, Inc.
3. Our corporate headquarters is in Basel. The company was incorporated in 1955.
4. Who was delegated the task of looking after the foreign delegates ?
5. It would take weeks to duplicate our work, so we’d better make a duplicate of our report.
6. They decided to separate because they wanted to visit separate companies.
ONLINE PRACTICE
within this unit): Thinkstock ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 23
Assess and follow up on a lead

to nurture to stand out Making initial follow-up calls

hot (prospect) prospect (= Following up in writing
out of one’s league opportunity) Multiword phrasal verbs. For example: to go
It checks (ticks UK) all tea caddy through with, to follow up on, to get through with,
our boxes. selection to live up to, to get back to, to put up with, to miss
to fit the bill decor (or décor)
out on. (extension)
to be eager (keen UK)
to
WARM-UP
– This was your first expo, wasn’t it? Did you make
any new contacts?
– Loads! Look at all the cards I got.
– Great! How many of them are good leads?
– A couple of them seem like really good prospects,
but most of them will take a little nurturing.
– Fine. Let me take a look at your list after you’ve
compiled it. We can go over what to do next.
My notes
114 | Assess and follow up on a lead • Unit 23 ©2018 Berlitz Languages, Inc.
Are they a hot prospect?

A: The prospect is qualified, interested, and C: The contact is interested, but not able to do
eager to do business. business at this time.
B: The prospect is qualified and interested, but
D: The contact is not interested.
needs nurturing.
1. Your product is very interesting, but it doesn’t

quite fit the bill. Thank you for demonstrating it for
me, though.
2. What you offer sounds great and we are

interested, but at the moment we’re under contract
to another agency. Perhaps when that contract
expires, we could talk again.
3. I really like what I’ve seen, and I think we

might be able to do business. Why don’t I get in
touch with you next week when I’m back in my
office?
4. What you’ve shown me checks all our boxes;

unfortunately, the price is out of our league—at
least for now. Maybe when the economy picks up
and things begin to improve …
5. It’s what we’re looking for, but we have to get

two other proposals before we make a decision.
Tip! to check boxes
to tick boxes
©2018 Berlitz Languages, Inc. Assess and follow up on a lead • Unit 23 | 115
How should we follow up?
• A personal phone call or email to say thank you

• A reminder about special trade show offers
• A note plus a copy of your most recent company newsletter
• A thank-you to all visitors to your booth on your website
• A personal letter including requested information
•
•
Tip! After a trade show, you should follow up within 24 hours. Acting quickly will
make you stand out from your competition.
READING
Here is the information you requested!

Dear Ms. Parker,

It was a pleasure speaking with you at the Hospitality and Catering Trade Fair. I am delighted at the
prospect of making our fine, high-quality teas available to Wyatt Hotel guests in their rooms.

As you requested, I am sending a catalog of our teas and tea caddies. As you saw at the show, our
caddies come in a wide range of sizes and styles, designed to suit the décor of practically any room. I
have also enclosed a selection of some of our most popular teas. I invite you to relax and enjoy a cup
while looking through the catalog.

When you’ve had a moment to consider which of our items would be most suitable for you and your
guests, please take a moment to fill out and return the “I’m interested in …” form at the back of the
catalog. (This form is also available on our website.) In the meantime, if you have any questions, please
do not hesitate to get in touch with me. I look forward to hearing from you.
Yours sincerely,

Grace Bowman
Gracious Teas, Ltd.
Encl.

PERFORMANCE
It was a pleasure meeting you
One of your contacts from the Doing Business in Calacandra trade show requested some
additional information from you. Draft a letter to your contact. How will you …?

1. acknowledge your contact’s interest
2. describe what your package contains
3. involve the contact with the materials you sent
4. encourage the contact to respond
My notes
©2018 Berlitz Languages, Inc. Assess and follow up on a lead • Unit 23 | 117
Word Power
Multiword phrasal verbs

1. Have you a solution yet?
2. If I can’t make it, will you me?
3. We don’t know if they will the deal.
4. Has it your expectations?
5. Tina’s asked me to her next month.
6. Jack’s so bossy! Why do you him?
7. I know we can do it. Don’t us yet!
8. Where were you? You the excitement!
9. We’ll be the samples in the mail.
10. When you the paper, can you give it to me?
a. get back to b. fill in for c. looking out for d. missed out on

e. go through with f. give up on g. lived up to h. come up with
i. put up with j. get through with
ONLINE PRACTICE
within this unit): Berlitz, Age Fotostock ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 24
Decide on an approach to a
negotiation
to drive a hard bargain ploy Responding to ploys

to handle … with kid gloves to penalize Idioms and expressions with hard. For
terms and conditions to insult example: no hard feelings, to learn the hard
negotiable to take something way, to take a hard look.
non-negotiable personally
adversary to bluff
to yield to call someone’s bluff
to dig in one’s heels to be a joke (= ridiculous)
WARM-UP
– Who do you think should lead the negotiations with

Outerwear Fashions, Inc.?
– I was thinking that Jane might be a good choice.
She’s got a pretty good track record.
– She’s also got a reputation for driving a hard
bargain, and this situation calls for kid gloves.
– Well, who did you have in mind?
My notes
©2018 Berlitz Languages, Inc. Decide on an approach to a negotiation • Unit 24 | 119

What do we negotiate?
TERMS OF A CONTRACT PROJECT TERMS TERMS OF TERMS OF A SALE

EMPLOYMENT
Negotiable terms and conditions for
• •
• •
• •
READING
What type of negotiator are you?
A B
The goal of negotiation is to reach an agreement. to win.
distrust the other
During negotiations, I trust my partners.
side.
If there’s a conflict, I consider compromising. dig in my heels.
To achieve my goal, I will make concessions. demand concessions.
In tough situations, I yield to pressure. apply pressure.
When making decisions, I mutually acceptable the best solution for
seek solutions. my side.
I see negotiation partners
friends. adversaries.
as
120 | Decide on an approach to a negotiation • Unit 24 ©2018 Berlitz Languages, Inc.

LANGUAGE FOCUS
Responding to ploys
Ploy Response
Threatening to penalize you or to stop Tell the other side you don’t respond to threats
negotiations if you do not make and that you won’t continue negotiating under
compromises. such conditions.
Insulting you, your company, your Don’t take it personally; restate your position,
qualifications, your products, your letting the facts make your case for you.
service, your honesty, etc.
Bluffing about their circumstances or Call their bluff—ask them to produce evidence
alternatives in order to improve their that supports their statements.
negotiating position.
1. Ploy:
“Your prices are extremely high. We can get a much better deal with another company. I think we’ll
take our business elsewhere.”
Response:
2. Ploy:
“You can’t be serious about this offer. Your rates are a joke! Your entire proposal is poorly thought
out.”
Response:
3. Ploy:
“If you don’t start making some concessions, we’re leaving. And we’ll be sure to tell your other
clients how unwilling you are to negotiate.”
Response:
My notes

PERFORMANCE
How should we approach the situation?
Coffee Hour, Inc. Team A

You opened the first Coffee Hour franchise in your country five years ago. Coffee Hour, Inc.
is the world's fastest-growing chain of cafés serving gourmet and specialty coffee. At the
time you purchased the franchise, Coffee Hour, Inc. structured the contract according to
revenue projections typical of the revenue of franchises in neighboring countries. Some
concessions were made for local market conditions.
After five years of operation, your revenues have been nowhere near initial projections. You
are finding it extremely difficult to fulfill your financial obligations to your franchiser. In fact,
you have submitted no payments to Coffee Hour, Inc. in the last six months. According to
the terms of your contract, you should pay the Coffee Hour, Inc. 7.5% of your total annual
revenues, with the minimum annual total set at $50,000. But between the stagnation of the
local economy, the loyalty of your city's residents to privately owned cafés, and the high
import fees on coffee, you are barely breaking even.
You recently wrote a letter to Coffee Hour, Inc., explaining that you cannot continue to do
business under the current terms. You have requested that your contract be renegotiated. If
this is not possible, you feel you will have to close the café. After receiving your letter, Coffee
Hour, Inc. agreed to meet with you to discuss your problems.
My notes

Licensing Agreement Team A
You represent a company that is among the leaders in school supplies for children—
backpacks, lunchboxes, binders, notebooks, pencil cases, etc.
Two years ago, your company partnered with a major player in the children's entertainment
industry. The agreement allows your company to feature well-known characters from your
partner's movies and TV programs on your products. The agreement calls for your company
to pay several million dollars per year for the licensing of the characters. In addition, your
company pays a 10% royalty payment to your partner on every product you sell that carries
one of the licensed characters.
It has become painfully clear that the agreement is not financially beneficial to your
company. While your overall sales have increased and the sales of the products that carry
the licensed characters have been good, you have not boosted sales sufficiently to make the
partnership a success. You have informed your partner that you would like to renegotiate
the contract. If the license cannot be renegotiated under better terms, your company will be
forced to terminate the relationship at the end of the five-year contract.
Coffee Hour, Inc. Team B

You represent the franchising division of Coffee Hour, Inc., the world's fastest-growing chain
of cafés serving gourmet and specialty coffees. You have franchises in 18 countries and
have plans to open locations in another 15 countries over the next three years.
One of your franchisees is struggling to meet its payment obligations. At the time of the sale
of the franchise, you structured the agreement according to revenue projections typical of
the revenues of franchises in neighboring countries. You even made concessions based on
local market conditions. After five years of operation, this franchise's revenues have been
nowhere near initial projections. At present, the franchise is just breaking even and has
submitted no payments to Coffee Hour, Inc. in the last six months. You do not fault the
franchise operators; they are good businesspeople.
According to the terms of the contract, the franchise should pay Coffee Hour, Inc. 7.5% of its
total annual revenues, with the minimum annual total set at $50,000. Recently, you received
a letter from the franchise explaining that it cannot continue to do business under the
current terms. They have requested a renegotiation. You immediately arranged a meeting
with the franchisee to discuss the situation. You need to keep any franchises from closing,
but you also don't want to give overly generous concessions because that could set a
precedent with other franchisees.

Licensing Agreement Team B
You represent a major player in the children's entertainment industry. The characters from
your movies and TV programs are known all around the world. You have entered into many
successful licensing agreements over the years with fast-food chains, publishers of coloring
books, and clothing companies.
Two years ago, you entered into an agreement with one of the leaders in children's school
supplies. The terms of the contract were very attractive to your company: several million
dollars per year for the licensing of the characters, plus a 10% royalty payment on every
product they sell that features one of your characters.
As with all of your licensing arrangements, you have worked closely with this new partner to
ensure that the integrity of your characters is maintained and that your brand is well
represented. You are very happy with the way this partner has used the licensed characters;
however, you also know that their sales are lower than projected. They have asked to
renegotiate the contract. You have some flexibility with the royalty percentage, but the
annual licensing fee is non-negotiable.
My notes

Word Power
Idioms and expressions with hard

1. Be sure to the terms and conditions before you sign.
2. Tim’s approach is what turned the company around during the recession.
3. I’m sorry I got upset with you. ?
4. The problem there is . We can’t figure out what’s going on.
5. They really about changing the venue for the negotiations.
6. I told Greg it wouldn’t work. Oh, well. Sometimes you just have to .

a. a hard nut to crack b. give someone a hard time c. hard-nosed
d. learn the hard way e. no hard feelings f. take a hard look at
ONLINE PRACTICE
within this unit): Age Fotostock, Berlitz, Berlitz, Berlitz, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 25
State the objectives of a negotiation

vendor interest Reframing. For example: Your request is a

to knock off mutually beneficial challenge, not a problem. The glass is half
top- / bottom-line objective to bargain
full, not half empty.
target objective bargaining table
walk-away position greedy
BATNA to reframe (an issue)
purely high marks
to (be) looking to …
WARM-UP
– So, do you think we’ll be able to get Genesis Toys

to come down on price?
– I think so. Ideally, I’d like to get a 10% discount off
the per-unit rate, but if they came back with 6 or
7%, it would still be a good deal.
– And if they aren’t willing to knock off that much?
– Well, there are other areas open to negotiation, but
if we can’t find a way to work within our budget,
then we will have to consider other vendors.
My notes
126 | State the objectives of a negotiation • Unit 25 ©2018 Berlitz Languages, Inc.
Know what you want
Top-line objective: best Target objective: a Bottom-line objective:

possible outcome (a.k.a. reasonable, realistic lowest acceptable
the “best-case outcome outcome
scenario”)
Walk-away position: an BATNA: best alternative

unacceptable outcome; to a negotiated
the point where you can agreement; options for
no longer negotiate what to do if you cannot
achieve your bottom-
line objective.
• You are selling your home. The housing market has been flat for the past year.
• You’d like a promotion. You’ve been doing the same job for years and are ready for new challenges.
• You plan to ask a supplier for a discount. Your company has been a loyal customer for many years.
• Your boss wants you to work on a big project next month. You have booked a vacation during that
time.
My notes
©2018 Berlitz Languages, Inc. State the objectives of a negotiation • Unit 25 | 127
LISTENING 33
Win-lose or win-win?
Do Don’t
WIN-LOSE
WIN-WIN
LANGUAGE FOCUS
Things could be worse

Reframing is a technique used in negotiations to change a negative into a positive, to turn a
weakness into a strength, to make a problem an opportunity—and to focus attention on your
objectives and away from those of your negotiation partner. Here are some examples:
– The completion date you propose is no good. We want to move

into our new offices at the end of May.
– We could do that, but the extra two weeks we proposed would
mean the difference between a functional office and a fantastic
one.
– A 10% pay increase at this time is just not possible.

– But have you considered the effect it would have on morale and
productivity? That would benefit both the workers and the
company.
– That’s just out of our price range.

– I understand where you’re coming from, but have you seen the
energy rating? This is the most economical, environmentally
friendly model available on the market.
PERFORMANCE
Fulfilling a training need
CLIENT
Your organization needs to arrange customer-service training for 100 employees in five
countries. You have been asked to get bids on two-day training programs. You have
identified three vendors who seem capable of delivering the training services you need.
The budget you have for this training project is $120,000, including any travel costs.
You would like to complete this training as soon as possible, but no later than six months
from now. You would like to have the training program delivered at your company's
locations, seven in the US and two each in the other countries.
VENDOR 1
You represent Superior Training Inc., the biggest name in employee-training services. You
have been delivering high-quality training programs for 25 years. Your organization is widely
recognized as the market leader in your country.
You provide training services worldwide—via your online classroom, at your company's
training centers, and on your clients' premises. The average price for a two-day training
course is approximately $1,500 per person for groups of at least five trainees plus any travel
expenses. You have a team of 50 customer-service training facilitators located in Europe,
the Americas, and Asia—40 of them are fully booked for the next six months.
VENDOR 2
As a former manager at Superior Training Inc., you have a great deal of experience in
corporate training. You started your own company—Training for Success—three years ago,
with the idea of offering companies training solutions that were more economical. Your
focus is technology-enhanced and technology-delivered solutions. Although a relatively new
player in the field, your organization has received high marks from leading business
publications.

Your award-winning customer-service training program is delivered in real time via the
Internet and involves the participants in challenging group-based tasks with the meeting
facilitator providing feedback on their performance. The average price for a two-day training
course and participant materials is approximately $1,000, with four to eight trainees in a
session. When possible, you encourage employees in different countries to join the
sessions. As soon as the contract is signed, you can set up the sessions to start within
three weeks.
©2018 Berlitz Languages, Inc. State the objectives of a negotiation • Unit 25 | 129
VENDOR 3
You represent Global Service Training. You have been in business for ten years and have
established yourself as a key player in the field of customer-service training. You have
offices in several countries, and you are adept at delivering programs to multinational
corporations.
Your programs are ready to go within as little as a week. you charge a flat $1,000 fee to
customize the participant materials. The average price of a two-day training course and
participant materials is $1,200 per participant for groups of 4-6 employees, $1,000 per
participant for groups of 7-8, and $850 per participant for groups of 9-10. Meals, facility and
equipment rental if needed, and facilitator expenses are extra.
ONLINE PRACTICE
within this unit): Getty Images, iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 26
Make and respond to offers

to observe niceties to divulge Language of offers in negotiations

preliminaries justification
counterpart to hold someone to
to talk (politics) something
to test the water off-the-record
within / out of the range reservation price
to haggle
WARM-UP
– Hello, Mike. Nice to see you again.

– You, too, Paul. I’m ready to get down to business.
– Did you see the game last night?
– No, I didn’t. I was at the theater with my wife. About our deal
…
– What did you see?
– The Broadway Producers. Anyway, now I’m here …
– I saw that last year. It was fantastic. How did the two of you
like it?
– Could we get down to business?
– Oh, sure. Can I get you something to drink first? How about some coffee?
– That’d be fine. Now, first things first. I’d like to propose two years at $500,000 …
– Cream or sugar?
My notes
©2018 Berlitz Languages, Inc. Make and respond to offers • Unit 26 | 131
Do and don’ts of negotiation preliminaries
DO DON’T
• Try to establish a personal connection. • Start talking numbers right after Hello.
• Let the other side get to know who you are. • Let your emotions show.
• Make small talk. • Talk politics.
• Compliment your counterpart. • Make negative comments, especially if
you’re the visitor.
LANGUAGE FOCUS
The language of offers

Making an offer—testing the water
We’re prepared to offer you $3.5 million over a ten-year period.
What would you say to $3.5 million over a ten-year period?

Making an offer—take it or leave it
Twenty-seven five is the best we can do.
Twenty-seven five. That’s our offer.

Responding to an offer—within the range
Fifty thousand? That’s considerably more than we expected.
Fifty thousand. Well, it’s a starting point. I hope you’re prepared to negotiate.

Responding to an offer—out of the range
That’s out of the question.
If that’s your offer, it looks as though we have nothing to discuss.
My notes
132 | Make and respond to offers • Unit 26 ©2018 Berlitz Languages, Inc.
LISTENING 34
Opening offers—FAQs
1. Why is it necessary to justify an opening offer?
2. Can I be held to an informal offer or off-the-record comment I made? Why, or why not?
3. Why should I open with a high goal?
4. Is it a good idea to state a price range? Why, or why not?
5. If price is the main factor in a negotiation, under what condition can I say what I’m prepared to pay?
6. What do I do if the other side suggests completely unreasonable terms?
PERFORMANCE
Make me an offer
You are buying or selling one of these items. Use the information on the role card you receive
to help you determine your target price, your reservation price, and your opening offer. You
will then meet with your partner and begin your negotiation.
Car for sale Oriental rug for sale House for sale
Used car: Seller
You are selling your car. The car is four years old and in excellent condition. It has 35,000
miles (56,300 km). According to several Internet guides, the car is worth about $18,000. You
are moving abroad in two weeks and want to sell your car as quickly as possible. You've
already spoken to a potential buyer on the phone and he / she is coming by to see it soon.
Used car: Buyer

A person living in your neighborhood is selling his / her car. The car is four years old and in
excellent condition. It has 35,000 miles (56,300 km). According to several Internet guides,
the car is worth about $18,000. You think it would be ideal for your needs. You've also heard
from another neighbor that the owner is desperate to sell.
You've already spoken to him / her on the phone and are going by to see it.
Oriental Rug: Seller

You recently listed an oriental rug on a classified ads website. The ad included a photo. The
rug is in excellent condition. You have listed the price as “$2,500 or best offer.” After
exchanging a couple of emails, an interested buyer is coming to see the rug in person.
Oriental Rug: Buyer

You have recently seen an ad for an oriental rug on a classified ads website. Based on the
description and the photo, you think it is the perfect size, shape, and color for your living
room. The ad says the rug is in excellent condition. The price is “$2,500 or best offer.” After
exchanging a couple of emails with the seller, you are going to go see the rug in person.
My notes
134 | Make and respond to offers • Unit 26 ©2018 Berlitz Languages, Inc.
House: Seller
You are planning to sell your house. A neighbor of yours mentioned that he has a friend who
might be interested in buying your house. Other similar houses in your area have sold for
between $250,000 and $300,000. It's a popular area, and houses tend to sell quickly.
You've arranged to meet with your neighbor's friend to talk about the house.
House: Buyer
The neighbor of a close friend of yours is planning to sell his / her house. Your friend has
described the house to you—and you think it sounds perfect. Other similar houses in the
area have sold for between $250,000 and $300,000. It's a popular area, and houses tend to
sell quickly.
You've arranged to meet with your friend's neighbor to talk about the house.
ONLINE PRACTICE
within this unit): Getty Images, Berlitz, Getty Images, Getty ©2018 Berlitz Languages, Inc. All rights reserved.
Images, Getty Images
UNIT 27
Overcome obstacles during a

negotiation
take-it-or-leave-it (offer) noncommittal Giving an update

to offend to build momentum Being noncommittal
motive to put yourself in Overcoming obstacles
prepared someone’s shoes Negotiations terms from poker. For
to iron out rebate example: poker face, to fold. (extension)
more or less tension
to hammer out to regulate
deadlock poker (extension activity)
(at an) impasse winner-take-all (card
once-over game) (extension activity)
WARM-UP
We’ve encountered an unexpected obstacle to our negotiations. Blackwell has made us a very
generous take-it-or-leave-it offer. I have not said yet whether we will accept or not, but they have
clearly indicated that they are not willing to haggle over this.

Being a long-standing client, I do not want to offend them, but I do question their motives. Do you
have any idea why they are prepared to make such a concession? I have told them I will give them an
answer after lunch.
136 | Overcome obstacles during a negotiation • Unit 27 ©2018 Berlitz Languages, Inc.
What’s the status of the negotiation?
WHEN TALKS ARE PROGRESSING WHEN TALKS ARE STALLED
– How are the negotiations going? – How are the negotiations going?
– Great. We've ironed out most of the – Not well. We've reached a stalemate.
issues.
– Where are you with the negotiations? – Are the negotiations on track?
– It looks like we’ve got a deal. Their – Not exactly. We’re deadlocked over the
lawyers are reviewing the contract today. quality control issue.
– Are we any closer to closing the deal? – Are we any closer to signing the contract?
– The overall deal is more or less – Not really. We’re at an impasse over
negotiated, though some details are yet pricing.
to be hammered out.
They’re being noncommittal

Conversation 1
– So, are we ready to close the deal?
– We’d like to give the contract (1) . We’ll (2)
when we’ve made a decision to move forward.

Conversation 2
– We’re really impressed with your track record. We’d love to have you on our team.
– Thank you very much, but I’d like a couple of days to (3) . Would
that be all right?

Conversation 3
– Surely, a 15% discount for a long-term partner like us isn’t too much to ask?
– Well, I (4) 15%, but let me (5) at the projections.
I’ll see if perhaps we can (6) .
©2018 Berlitz Languages, Inc. Overcome obstacles during a negotiation • Unit 27 | 137
Overcoming deadlock
1. Ask open-ended questions. 4. Stay focused on the issues.

2. Emphasize shared goals. 5. Resolve issues one at a time to build momentum.
3. Generate alternative solutions. 6. Try to see things from the other side’s perspective.
a. I suggest we deal with the technical specs first. Then we can look at production issues.
b. I think that that might be an issue we could consider at a later date.
c. If I were in your shoes, I might feel the same. We need a solution that works for both of us.
d. Perhaps instead of a subsidy, we might consider some kind of rebate?
e. We’re both interested in the same thing: raising the standard of living in the downtown area.
f. What time frame would work for you? How is this related to your schedule?
PERFORMANCE
It’s not fair!
You work for a large global company with

offices in 25 cities around the world. The
human resource policies of the company vary
from country to country, largely due to the
varying local labor laws that regulate certain
employment conditions. Employees in the
different offices often work together, and they
are aware of the differences. In some offices,
this has created tension.

What differences could be causing tension?
Role A
You are the upper management of a global company headquartered in (name any country).
In one country where you do business, there is a particular unhappiness among employees
about differences in vacation time. They receive one week of paid vacation per year, but they
know that in some other countries employees receive four or even five. In fact, they are so
dissatisfied that they have threatened to go on strike because of this issue. If they strike for
even three or four days, your business will suffer significant losses: for every day on strike,
the company loses $10,000. You must find a way to avoid a strike without damaging your
company's financial situation.
You are meeting the employees now.
Role B
You are employees of a global company in (name any country). The company pays at least
20% more than other companies in your area. You are unhappy because in your country you
only get one week of paid vacation per year, but in some of the other countries where your
company has operations, employees receive four or even five weeks of vacation per year!
You think this is unfair. In fact, you are so dissatisfied that you and your coworkers have
threatened to go on strike.
You are meeting someone from upper management now.
My notes
©2018 Berlitz Languages, Inc. Overcome obstacles during a negotiation • Unit 27 | 139
Word Power
Negotiations—it’s only a game

Negotiations are often compared to games and competitions. Many terms used to
describe negotiations come from poker, a winner-take-all card game.
While Harry plays his cards close to his chest (1. ) when negotiating, Jessie
doesn’t have to. Her poker face (2. ) is so hard to read that if she calls his bluff
(3. ) , he’ll fold (4. ) . Sharon, however, prefers to lay all her cards on the
table
(5. ) . She believes it builds trust.

a. an emotionless expression that hides one’s true feelings
b. challenge someone to do what they have said they will
c. be extremely secretive and cautious about one’s intentions
d. not keep any secrets; show what you have
e. stop playing, give in, and withdraw from the game
ONLINE PRACTICE
UNIT 28
Discuss changes in the workplace

to pull up casual labor (labour Adding information: furthermore, moreover,

a growing number UK) besides (that). For example: The typical 9-to-5
collaboration isolation workday will disappear. Furthermore, more
isolated
employees will work from home.
to disappear
communal secure
shift work stability
WARM-UP
– Hello, Sanjay. How are you? How’s the weather

there?
– I’m fine, Paul. As for the weather, well, you know,
it’s the rainy season. Did you get the file I sent you
yesterday?
– Sure did. I’ve made a couple of changes to one of
the slides. Let me just pull that up. How is your
daughter, by the way? Is she feeling any better?
– Oh, she’s fine now. Thanks for asking.
– OK, so, here’s the slide. As you can see …
My notes
©2018 Berlitz Languages, Inc. Discuss changes in the workplace • Unit 28 | 141
Forecast: The changing work environment
Although some Online Businesses In many There are

workers still go collaboration increasingly look for respects, the communal
to an office, a with and hire skilled “typical” 9-to-5 workspaces
growing colleagues who people from around workday has available
number of form the world to work on disappeared. where people
employees international projects. These Project can share
work from work groups is people are employed timelines and resources
home and only common. on a short-term deadlines rather than

go to the office contract or freelance dictate when working from
for important basis. Full-time and how much home or
meetings (if at employee contracts people work. renting formal
all). are often limited to a Workers have office space.
small core of key more flexibility
management to balance
personnel. home and work
commitments.

What other changes in the work environment do you predict for the future?
My notes
142 | Discuss changes in the workplace • Unit 28 ©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS
Adding information
The Internet allows employees anywhere to collaborate. Furthermore, work can be done
around the clock.
In developed countries, the population is aging. Moreover, many people are deciding to
retire later.
Telecommuting is convenient for many people. Besides (that), it can help companies cut
costs.
1. I’m learning Polish because it would be useful in my job. I also want to learn more about the
culture.
→
2. A lot of our equipment needs maintenance and repairs. Some of it should simply be replaced.
→
3. The training they offered didn’t actually meet our needs. And it was overpriced.
→
Types of work arrangements
full-time work autonomy

part-time work flexibility
shift work independence
temporary work isolation
seasonal work personal development
casual labor security
fixed-term contract stability
telecommuting cooperation
self-employment / supervision
freelance

What do you like about your work?

1. What does Brittany like about her work?
a. independence b. stability c. flexibility
2. What disadvantages does Kyle mention?
a. isolation b. lack of supervision c. lack of autonomy
3. What benefits does Dana refer to?
a. holidays and free time b. autonomy and security

c. pay and work-life balance
PERFORMANCE
Survey
What do you think work will be like in the future? Think about where and how many hours
people work. Come up with several statements then survey others to find out what they think.
Do they agree with you? Why / Why not? Be ready to summarize your findings.
144 | Discuss changes in the workplace • Unit 28 ©2018 Berlitz Languages, Inc.
CONSOLIDATE & APPLY
So, what is the future of work? No one has a definite answer, but given the current trends, what
is certain is that work will change. And whatever the change, it is sure to be both challenging
and fascinating.
Some experts also believe that people will change jobs and careers more often than they do
now. The old stereotype of being employed by the same company, working in the same industry,
doing the same type of work for 30 years is becoming increasingly rare. Soft skills that can be
applied to many different jobs will become even more important.
Work-life balance, reducing commuting time, and environmental issues will greatly influence the
way we work in the future. Today, more and more jobs can be done from just about anywhere;
thus, quality of life is becoming a significant factor for job seakers and job changers, and will
certainly dictate career choices in the future.
Twenty-five years ago, jobs such as webmaster or network architect didn't even exist.
Nowadays, the Internet and networks are part of our everyday lives. What will the world of work
be like in the next 25 years? Information technology and communications already play a very
important role in the workplace. They allow people to communicate faster, receive information
in real time, and collaborate with colleagues around the world. Relationships between
individuals are becoming increasingly important in business.
ONLINE PRACTICE
UNIT 29
Discuss changes and trends in the

job market
STEM physician Making suppositions: I suppose …, I imagine …, It

rosy susceptible may be due to …, It could be a result of …,
mining susceptibility Perhaps …
agriculture logistics
social assistance substantial
aging to characterize
information security (characterise UK)
analyst
WARM-UP
My notes
146 | Discuss changes and trends in the job market • Unit 29 ©2018 Berlitz Languages, Inc.
READING
Where will the jobs be?
According to the US Bureau of Labor Statistics (BLS), total employment in the United States is
expected to increase by 10.8% over the next decade. Nearly one-third of the total projected increase
will come from the health-care and social-assistance sector. The biggest decreases during the
decade are predicted for the agriculture, federal government, and utilities sectors.
Tip! federal = national (government)
My notes
©2018 Berlitz Languages, Inc. Discuss changes and trends in the job market • Unit 29 | 147
LANGUAGE FOCUS
Making suppositions
It’s interesting to note that so many jobs will come from the health-care sector. I suppose
that’s because the population is aging.
I imagine that more information security analysts will be needed as greater numbers of
people conduct their everyday and business transactions online.
The increase in the need for nurse practitioners may be due to a shortage of doctors in the
future.
Growth in the construction industry could be a result of people moving out of the cities to
the suburbs.
Perhaps globalization is driving the increased demand for more interpreters and
translators.
What suppositions can you make based on the data in the chart above?
My notes
LISTENING 41
Is your job at risk?
1. What percentage of US jobs is at high risk of being computerized?
2. How many occupations did the researchers analyze?
3. How do the researchers define “high risk”?
4. Which occupations are in the high-risk category?
5. What characterizes low-risk jobs?
6. Which occupations fall into the low-risk category?
My notes
©2018 Berlitz Languages, Inc. Discuss changes and trends in the job market • Unit 29 | 149
PERFORMANCE
Preparing for the future
Think about your company and / or

industry and the major trends—
demographics, technological change, and
globalization—that will affect jobs in the
future. Choose one of these trends and
consider how the needs of the company /
industry will change. What suppositions
can you make?
• Will there be an increase in demand

for some jobs? Will certain jobs
disappear?
• How can current and future workers

prepare for those changes?
• What should your company / industry

be doing?
• Does the government have a role?
ONLINE PRACTICE
within this unit): Berlitz, Berlitz, Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 30
Review
OBJECTIVES LADDER
Now you can …
Discuss changes and trends in the job market
Discuss changes in the workplace
Overcome obstacles during a negotiation
Make and respond to offers
State the objectives of a negotiation
Decide on an approach to a negotiation
Assess and follow up on a lead
Network at a trade show
Discuss the effects of free trade

PRACTICE
GOAL 21
Making an argument
1. Quotas restrict the availability of imports. This may boost sales of domestic products.
→ By
2. Governments introduce tariffs. This drives up the price of imports.
→ By
3. Subsidies make domestic products cheaper to produce. This make exports more competitive.
→ By
4. Will we sign the free trade agreement? What will we gain?
→ What
GOAL 22
We have been trying to find a new office building, but we haven’t found one yet
1. We (look) a new supplier because our previous one (go) out of

business recently.
2. Lily (meet) dozens of people at the trade show so far. The people she was talking to
earlier (work) in the automobile industry.
3. Our company (come) to this particular trade fair since 2006. We
(do) a lot of business here.
4. They (not attend) this year’s event because of budget cuts. It seems they
(not do) very well lately.
5. We (not have) a stand. We (just be) here as visitors.
My notes

GOAL 23
1. How long are we going to have to these terrible conditions?

2. When you that, can you pass it on to Richie? He’d like to see it, too.
3. Because of all the negative publicity, the decided not to the merger deal.
4. This is a great deal! You don’t want to it, do you?
5. I’ve asked Monica to me while I’m in Las Vegas.
6. We’ve got pretty high expectations. Do you think you can them?
miss out on put up with get through with go through with fill in for live up to
GOAL 24 42 • 43 • 44 • 45
A hard look at a hard time

1. The problem is .
a. a hard nut to crack b. hard-nosed
2. The negotiator was given for offering a big discount.

a. a hard look b. a hard time
3. Helen learned about project management .

a. the hard way b. hard sell
4. It seems the buyer bargain.

a. drives a hard b. hard drives a

GOAL 25
Let’s reframe that

1. Six weeks? We were hoping to have a. We think that’s unlikely, but we’d be
this done in a month. happy to hold your order until you’re
ready to proceed.
2. I’m afraid this place is a bit farther
from the city than we wanted. b. But the public transportation is
excellent – and you get twice as much
3. I think we could find cheaper parts for home for your money here as you
our equipment online. would closer to town.
4. I really want to sell the company as c. Well, we could do that. But the extra
quickly as possible. two weeks would make the difference
between a good job and a great one.
5. Your fees are just too high. I’m afraid
I’ll need to get another bid before d. It’s possible you’ll find better rates,
negotiating further. but our trainers are the best in the
industry.
e. I understand your position, but have

you considered how your employees
and loyal customers will react?
My notes

GOAL 26
Is that an offer?
offer: testing offer: take it response: out response: within

the waters or leave it of range range
1. $75 an hour is the
best we can offer.
2. What would you say
to $500,000?
3. $200 per piece?
That’s out of the
question.
4. That’s a start. How
about $25,000?
5. Ten thousand. That’s
our final offer.
6. It looks like there’s
nothing left for us to
talk about.
GOAL 27
An update
The negotiations with Blackwell are back on track. We’ve managed to overcome the
we experienced yesterday. The issue concerning delivery times has been
. We are now about prices. We will try to the quality
control question tomorrow. If there are no more major obstacles, I think we will have a
by the end of the week. I’ll keep you posted.
hammer out haggling ironed out more or less deadlock deal

GOAL 28 46 • 47
What do you like about your work?
1. Stephanie likes working for a small company because she and she is learning
much more about . Besides that, the staff is ; it’s like a .
2. Jeffrey works as a freelancer but misses the of being a company employee. He

doesn’t get a . Moreover, he has to pay .
GOAL 29
I suppose
1. Is the unemployment rate high because of the recent factory closures? (may be due to)
→ .
2. Will the retirement age increase because there are fewer and fewer younger workers?
(I suppose)
→ .
3. Will we all be driven around in driverless electric cars one day? (I imagine)
→ .
4. Is the predicted increase in health care jobs being driven by the needs of the older population?
(Perhaps)
→ ?
5. Might the recent political unrest cause disruptions to travel and tourism? (could be a result of)
→ .
My notes

YOUR TURN!
GOAL 21
What is your argument?
Role A
You are an elected government official. Today you will be debating whether to enter into a
free trade agreement with a distant developing country. You think your country should sign
the agreement. Below are some arguments in favor of free trade. Before the discussion
begins, add two or three arguments to the list.

- Greater product variety, lower prices
- Increased competition leads to lower prices, higher quality
- Increases jobs in exporting sectors
Role B
You are an elected government official. Today you will be debating whether to enter into a
free trade agreement with a distant developing country. You think your country should not
sign the agreement. Below are some arguments against free trade. Before the discussion
begins, add two or three arguments to the list.

- Cheap imports drive domestic products out of the market
- Increased competition would hurt struggling industries (e.g. agriculture)
- Decreases jobs if domestic companies cannot compete with foreign imports

GOAL 22
An opportunity to network
You will be attending a one-day trade show in another country and there will be lots of
opportunities to network there. Prepare a list of at least five questions that you could ask
when speaking to people. Keep in mind that you don’t just want to make new contacts; you’d
like to find a few new business leads, as well.
1.
2.
3.
4.
5.
GOAL 23
Following up
Role A
You are G. Bowman and you work at Gracious Teas, Ltd. A few weeks ago you sent your
catalog and some samples of your teas to M. Parker, the manager of the Wyatt Hotel. You
met Mr. / Ms. Parker at this year’s Hospitality and Catering Trade Fair and, based on your
conversation, the Wyatt Hotel seemed like a fairly hot prospect at the time.

However, you have not had any response from M. Parker or the Wyatt Hotel since you sent
your samples. Today you are going to call and follow up. Before you make your call, write
down at least three questions you would like to ask.


Role B
You are M. Parker, the manager of the Wyatt Hotel. About a month ago, you attended the
Hotel and Catering Trade Fair. where you met G. Bowman from Gracious Teas, Ltd.
Following the event, Mr. / Ms. Bowman promptly sent you the catalog you requested as well
as a selection of the company’s teas.

You placed the teas in several of your guest rooms, and the feedback was very positive. In
fact, you would like to order some of their tea caddies for your executive suites.
Unfortunately, this has been an extremely busy time for you, and you have not been able to
get back in touch with G. Bowman (although it is on your list of things to do).

Your phone is ringing. Answer it.
GOAL 24
What’s the best approach?
You represent Karner Industries, a leader in the bio-tech field. You have been following the
news about Apex Apps, a cutting-edge software developer. Apex Apps has recently patented
a program that could revolutionize the way companies do business. The program has
received a lot of media attention.
You work in a highly competitive industry. Not too long ago, a competitor gained an
advantage over you by negotiating exclusive rights to a new technology. You’ve promised
yourselves not to let this happen again. You would like to negotiate a deal with Apex Apps to
license the rights to their new software. Apex has agreed to a preliminary discussion.
Discuss the approach you should take during your talks with Apex.
My notes

GOAL 25
Negotiation objectives
Choose one of the situations, then decide what your negotiation objectives would be.
• You have been working at your company for three years and your salary is the same as
when you started. You would like a raise.
• A supplier you deal with has informed you that they will be raising their prices by 25%
from the beginning of next year. You are a long-time customer of theirs and you feel this
rate increase is a little steep.
• You would like one of your employees to manage a very important project. When you
checked his / her availability, you noticed he / she is scheduled to be on vacation right
when the project would start. You really want him / her on this project.
Objectives
Top-line objective (best-case scenario):
Target objective:
Bottom-line objective:
Walk-away position:
BATNA:
My notes

GOAL 26
Making and responding to offers
Role A
You represent a television production company that produces a reality show that follows the
lives of young professionals sharing an apartment. Every year, the program is filmed in a
different country. You produce 18 episodes of the program at each location. The program is
shown in 20 countries worldwide.

You planned to begin filming in your current location two months from now and are currently
renovating the apartment which will be used. Yesterday, you were surprised to hear that the
city’s labor unions are picketing the site because you have hired non-union contractors for
the first phase of the renovation work. This is the first time you have had such a conflict and
you are not happy about the negative PR this is creating. Furthermore, your contractors feel
uncomfortable crossing the union’s picket line.

Later in the day, you contacted the city’s mayor and announced your intention to move the
program to another city. The mayor assured you that the problem could be solved, and
asked you to postpone making a decision for 24 hours. You do have another city lined up,
but moving to a new location would be expensive and would set production back several
months.

This morning the mayor called to request a follow-up meeting. Before the mayor arrives,
think about what the mayor would have to offer to get you to stay in the city.
My notes

Role B
You are the mayor of your city. A television production company is planning to film a
popular reality show in your city. The program follows the lives of young professionals
sharing an apartment. Every year, the program’s 18 episodes are filmed in a different
country and are shown in 20 countries around the world. The filming of this program would
mean a lot to your city. It is estimated that the production could bring in nearly $2 million in
revenues for the city. Moreover, this would be some of the best PR your city has ever had.

Filming is scheduled to begin in two months. Earlier this week, you had calls from union
leaders complaining that the production company hired non-union contractors to renovate
the apartment that will be used. Yesterday, union workers started picketing the apartment
site. Within hours, the television production company called threatening to move production
to another city. You assured the production company that you could solve the problem
within 24 hours. After working all night with your staff, you have the following solutions to
propose:

• request that the production company hire union workers for later phases of
construction and renovation
• a 50% reduction on the city wage tax applied to anyone who is employed within the city
limits (this could mean a six-figure revenue loss for the city)
My notes

GOAL 27
Overcoming obstacles
Role A
You are the owner of a small company that has an office on the first floor of an older
building downtown. The location is ideal for you because it is easy to reach for your
customers and, being located on a side street, is fairly quiet. That is, it was fairly quiet until
recently.

About a month ago, a dance studio took over the office above you. All day long you have to
put up with the music and the thumping and jumping that goes on upstairs. The constant
noise is distracting to you and your customers. You have asked the studio to turn down the
music and to consider doing something with the floors to reduce the noise, but nothing has
happened so far. You complained to the owner of the building, but he says if you’re not
happy, you can always look for a new location.

You have asked again to speak to the dance studio owner. You would like to find a solution
that is good for both of you.
Role B
You are the owner of a dance studio. Recently you moved into a location on the second floor
of an older downtown building. The location is ideal for you because it is easy to reach for
your customers and the wood floors are perfect for the dancers.

You thought everything was going well, but then one of the business owners from the first
floor came to complain. Apparently, the music and the noise of the dancers is disturbing the
people in the office below you and their customers. The owner suggested you turn down the
music and do something to reduce the noise coming from the studio. You did try lowering
the music volume, but the dancers couldn’t hear it well enough. Replacing or insulating the
floors would be too expensive for you.

You have agreed to speak with the owner of the business below you again. You would like to
find a solution that is good for both of you.

GOAL 28
The changing workplace
Choose one of the situations below. With your partner, discuss the advantages and
disadvantages of the situation to a) business, and b) workers. Be ready to summarize your
discussion.

1. Rather than hiring full-time employees, businesses hire people to work on specific
projects. These people are employed on a temporary contract or freelance basis.
Employment ends when the project ends, or the workers are given a new contract for the
next project.
2. Businesses are downsizing their physical offices and are encouraging employees to work
from home. Employees collaborate with each other online or by phone. The company
maintains meeting facilities and equipment for those occasions when face-to-face
meetings are necessary.
3. Companies increasingly look to hire the best people for the job—independent of where they
are located. More and more work is done by teams and work groups whose members live
in different countries. All communication is done online via email, online phone calls and
conferences, and instant messaging.
My notes

GOAL 29
What do you think about the job market
In many countries we see similar types of stories about employment: on one hand, there is
high unemployment in certain segments of the population; on the other hand, there are
businesses that cannot find people to fill the open positions they have.
• Why do you suppose this is?
• In your opinion, what needs to be done to overcome these situations?
• Can you think of any solutions that would work toward solving both issues?
• What will happen if nothing is done?
Discuss your views with a partner.


UNIT 31
Discuss the impact of external

factors
nationalization respective Describing implications: modals +

(nationalisation UK) an arm and a leg adverbs. For example: If we increase
privatization (privatisation (extension activity) prices, customers may possibly shop
UK) to jump on the
elsewhere.
basis point bandwagon (extension
belt-tightening activity)
external environmental Your guess is as good as
factor mine.(extension activity)
PEST analysis to cut corners (extension
political stability activity)
population growth on the ball (extension
activity)
age distribution
a hot potato (extension
lifestyle trends activity)
intellectual property rights
WARM-UP
166 | Discuss the impact of external factors • Unit 31 ©2018 Berlitz Languages, Inc.
Tip! One basis point = 0.01%
Ten basis points = 0.1%
What is a PEST analysis?
Political: Economic: Social: Technological:

government economic issues demographic and technology issues
regulations / legal affecting cultural issues affecting
issues affecting profitability, affecting demand production,
operations financing, and sales for products distribution, and
innovation
• tax policies • economic growth • population • access to
• political stability • exchange rates growth rates technology
• trade regulations • inflation rates • age distribution • new
• employment laws • interest rates • attitudes toward technologies
• safety regulations • unemployment work • funding of R&D
figures • lifestyle trends • intellectual
• education property rights
• • • •
• • • •
Tip! Variations on PEST:

STEEP = PEST + environmental factors
PESTLE = STEEP + legal factors
©2018 Berlitz Languages, Inc. Discuss the impact of external factors • Unit 31 | 167
GRAMMAR
Describing implications
If the government increases taxes, we …
must definitely look for ways to reduce costs. ↑
will most certainly have to raise our prices. likely
should certainly postpone our expansion plans.
almost certainly won’t be able to pay out dividends next year.
may possibly need to cut back on staff. unlikely
probably ought to consider investing elsewhere. ↓
What can we do?
Factor Implications Possible actions

ECONOMIC Increased supply Loyalty card program—for example,
Coffee bean harvest severely costs will affect our every 10th cup free; promote other,
affected by poor weather; pricing; may affect less expensive coffees; more
wholesale prices may rise by demand, lead to loss heavily promote less expensive
20% of customers coffee + milk beverages (for
example, lattes)
SOCIAL Increased demand Campaign / promotion showing
Increasing demand by for our products, where coffees come from, how
consumers for green and fair which are already cups are made, how we dispose of
trade goods; customers more green and fair trade waste, and so on
informed, more critical of
products, and asking more
questions about product
origins
PERFORMANCE
Domestic situation update
You work for an international company

whose headquarters is located outside
your country. You are on a worldwide
strategy team that prepares regular
reports on respective domestic issues
that may affect the company. It’s almost
time for you to make one of those reports.
As a part of the process, you and your
team do a PEST analysis.

Your team is meeting in a few minutes.
Before that, think of one issue (political,
economic, social, or technological) that
you feel may have an impact on the
company. What are the possible
implication(s)? What is your suggested
course of action?
My notes
©2018 Berlitz Languages, Inc. Discuss the impact of external factors • Unit 31 | 169
Word Power
Expressions you can use when talking about issues

1. Jumping on the conservation bandwagon will cost us an arm and a leg!
2. Promoting lattes will kill two birds with one stone—we’ll use less coffee and sell at
higher margins.
3. What’ll happen when the government increases taxes? Your guess is as good as
mine!
4. Jim doesn’t think we should cut corners when we manufacture our newest
smartphones.
5. I suggest we put William in charge. He’s really on the ball when it comes to
employment laws.
6. Safe disposal of hazardous and toxic waste is a hot potato.
ONLINE PRACTICE
within this unit): Berlitz, Age Fotostock ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 32
Discuss global trends

podcast clean-tech Future perfect

by all means to mainsteram Time expressions used with future perfect
rooted in something sustainability Adjective suffixes: -able and -ible
to gain momentum to surpass
to touch on digital information
to come into one's own purchasing power
established situated
twenty-odd to tap into
20 plus know-how
rapid think tank
to blur the boundaries
WARM-UP
What global trends do you think will change the way business operates?

©2018 Berlitz Languages, Inc. Discuss global trends • Unit 32 | 171

LISTENING 48 • 49
Global trends
Clean-tech and energy
Demographics
Emerging markets
Technology

GRAMMAR
Future perfect
By 2050, the world’s population will have surpassed 9.5 billion people.
By the time Bill gets here, Mary won’t have finished her report.
By this time next year, we will have fully implemented our strategy.
Come December, the company will have been in business for 150 years.
As of this time tomorrow, we will have made our decision.
by 2030 China’s energy needs 44 trillion GB increase
by 2035 the amount of digital information created per 75% rise

year
by the end of the the purchasing power of the global middle 100% reach
decade classes
172 | Discuss global trends • Unit 32 ©2018 Berlitz Languages, Inc.

READING
How are we situated?
STRONGLY STRONGLY
AGREE DISAGREE
1. We have developed strategies to better tap into the
know-how of older, more experienced workers, and to
train current workers in the skills they will need.
2. We have the right talent, cultural understanding,
experience, and skills to create relationships with key
stakeholders in the most important emerging markets.
3. We are aware of and monitoring the opportunities and
risks the transformation to a more resource-efficient
and low-carbon economy will bring to our industry.
4. We are satisfied with our ability to leverage new
technologies, and we are developing products and
services for multiple platforms.
My notes

PERFORMANCE
Are we ready for the future?
You are a member of a special in-house think tank. It’s your team’s job to assess global
trends, which may have an impact on your industry or your business. You have recently been
looking at some of the top trends identified by a consulting firm. A survey was sent to all the
members of the team as preparation for your monthly meeting. Below is the agenda for the
meeting.
Agenda
1. Go over survey results
2. Decide which areas need strengthening
3. Brainstorm measures
4. Finalize a list of recommendations
Before the meeting begins, review your survey answers and jot down several measures you
would like to put forward.
My notes
174 | Discuss global trends • Unit 32 ©2018 Berlitz Languages, Inc.

Word Power
Adjective suffixes: -able or -ible?
account deduct indistinguish suscept

advis desir measur sustain
applic elig percept tang
approach flex prefer transfer
consider feas respons vulner
ONLINE PRACTICE
within this unit): Thomas Stefflbauer, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 33
Assess options while considering

business ethics
ethics dilemma Evaluating options. For example: Is this the

spec’d to pad (an expense best course of action? Is it in line with our
to cost a bundle account) values?
to beef up reference
We’ll cross that bridge domestic
when we come to it. harm
When in Rome, do as the to benefit
Romans do. minimal
to prohibit to be in line with
to ban headhunter
WARM-UP
– I noticed that some of the equipment spec’d for the

plant in Distopia doesn’t quite meet our
environmental standards.
– Yes, but it meets theirs. When in Rome, do as the
Romans do. Besides, if we had to install the same
equipment we use here, it would cost us a bundle.
– But sooner or later, they’re going to have to beef up
their standards. And then we’ll have to pay to
upgrade the equipment.
– We’ll cross that bridge when we come to it.
176 | Assess options while considering business ethics • Unit 33 ©2018 Berlitz Languages, Inc.
READING
What’s the dilemma?
1. Issue: Dilemma:
A few weeks ago, I started working at a large company. Recently, I’ve discovered that many of the
people in my department routinely pad their expense reports and claim overtime hours they didn’t
actually work. My supervisor is also involved. He jokes that it’s a “fringe benefit” and that it makes
up for his low salary. According to him, everybody does it and the company doesn’t care.

2. Issue: Dilemma:
Last month, I had to fire one of my staff members for repeatedly being absent from work because
of a drinking problem. Yesterday, she sent me an email to tell me she had put my name as a
reference for a job she’d applied for. In her letter, she said she had quit drinking and begged me to
give her a good reference. As a single mother with three children, she really needs the job.

3. Issue: Dilemma:
The government has recently banned the sale of one of our products because of health and safety
concerns. We are still allowed to manufacture the product, but we cannot sell it to domestic
wholesalers or retailers. This product, however, has not been banned in our overseas markets, and
we are not prohibited from exporting it to these markets. If we were to discontinue production
altogether, we would have to lay off hundreds of people.

4. Issue: Dilemma:
Our company has a manufacturing plant in a developing country. Child labor is legal there, and the
plant manager has asked whether or not he can hire some local children to work in the factory.
According to the plant manager, these children need the money to help support their families. They
wouldn’t work more than six hours a day, and they would receive a free hot meal every day in
addition to their wages.

Stakeholders:
Potential consequences:
Options:
©2018 Berlitz Languages, Inc. Assess options while considering business ethics • Unit 33 | 177
LANGUAGE FOCUS
What’s the best course of action?
Evaluate your options by asking questions such as these:
• Which of the options benefit the company most while doing minimal harm to others?
• Which option best respects the interests of all stakeholders?
• Which options are in line with our mission, values, and operating principles?
• What kind of impression would be made with each option?
READING
Identifying an unethical decision: The smell test
The “smell test” is an informal test to determine

whether a decision is ethical or not. It focuses on how
we would react to the opinions of others and the
emotions we would feel. If we feel guilt,
embarrassment, or shame, then the course of action
we are considering is probably an unethical one. The
test:
• What would the situation “smell like” if it appeared

as a top news story on TV?
• Would you want to see your or your company’s

name connected with the story?
• Would you tell your mother or grandmother about

it?
178 | Assess options while considering business ethics • Unit 33 ©2018 Berlitz Languages, Inc.
PERFORMANCE
What would you do?
1. A supplier you work with has offered you an all-expenses-paid trip to Bali to attend a
professional conference. Do you accept the offer or not?
2. A headhunter has invited you in for job interview. You aren’t really considering changing
jobs, but you said yes. Will you tell your boss, or just call in sick the day of the interview?
3. In addition to her regular job at your company, a coworker of yours has a small business.
You know that she sometimes takes care of her own business during company time.
Should you say something?
4.
ONLINE PRACTICE
©2018 Berlitz Languages, Inc. Assess options while considering business ethics • Unit 33 | 179
UNIT 34
Discuss the benefits of corporate

social responsibility
corporate social outreach Terms and expressions related to CSR

responsibility (CSR) to be charged with Describing benefits
conscientious adoption
downside cooperative
over and above gender equality
compliance to throw away
wider society diapers (nappies UK)
philanthropy toilet paper
greenhouse gas emissions roof tiles
higher caliber (calibre UK) upholstery filling
shelter turf
My notes
180 | Discuss the benefits of corporate social responsibility • Unit 34 ©2018 Berlitz Languages, Inc.
WARM-UP
The one and only social responsibility of Corporate social responsibility is a

business is to use its resources and engage in conscientious business decision. We don’t do it
activities with the primary goal of increasing its because it is a nice thing to do or because
profits ... people are forcing us to do it ... it is simply good
business.
– Edward Hendriks, Economics Professor,
Springfield University – Mary Fitzpatrick, Former CEO,
Superior Products
A good company delivers high-quality products

and services. An outstanding company does
that and works hard to make the world a better
place.
– Casey Portman, Executive Chairman,

Lipper Beverage Co.
My notes
©2018 Berlitz Languages, Inc. Discuss the benefits of corporate social responsibility • Unit 34 | 181
READING
What is CSR?
Essentially, Corporate Social Responsibility (CSR) describes
how a business takes account of its economic, social, and
environmental impacts in the way it operates—maximizing the
benefits and minimizing any downsides. Specifically, we see
CSR as the voluntary actions that business can take, over and
above compliance with minimum legal requirements, to
address both its own competitive interests and the interests of
the wider society, which includes its customers, employees,
communities, and stakeholders.

The focus of CSR initiatives generally falls into one or more of the following categories:

• Community • International • Environmental • Workplace

Source: Department for Business, Innovation & Skills (UK)
LISTENING 50
The benefits of being socially responsible

GENERAL BENEFIT SPECIFIC BENEFIT TO COMPANY BENEFIT TO STAKEHOLDER
1.
2.
3.
4.
My notes
READING
CSR in action
Feed the Pets. The Anileri Corporation’s Feed the Pets Project supplies participating animal shelters
with 100% of their core pet food needs at absolutely no cost. This can save the shelters $30,000 to
$100,000 a year. By removing food costs from their budgets, the shelters can focus on what really
matters—finding loving homes for more of their dogs, cats, and other pets. Anileri also works with
these shelters to conduct marketing and community outreach efforts, such as hosting adoption fairs.

Synertech’s “Worthwhile Waste” initiative’s aim is to change the way waste is viewed—from
something thrown away to something with value—and one day to make zero waste a reality. One of
the focus areas is the elimination of production waste. Key to this effort is the company’s Asset
Recycling Team, who is charged with finding external partners who can turn waste into something
useful. Some examples:
• Waste from the toilet paper plant in India is used to make roof tiles for the local community.
• Scraps from a South African diaper-manufacturing site are converted into upholstery filling.
• In Australia, rubber is turned into turf / mulch for commercial use.

Over the past five years, the team’s work to find worth in waste has created over $40 million in value
for the company.

Beeraley Foods is encouraging more female farmers in developing countries to take up leadership
roles in farming cooperatives as part of its commitment to promoting gender equality and education
for women and girls. The company has launched a program to train more than 1,000 women in better
agricultural practices at the same time as developing their confidence and business skills. Currently,
Beeraley is working with a number of cooperatives in South America and Africa with the aim of
seeing that women hold at least one-third of all leadership positions within the cooperatives.
My notes
©2018 Berlitz Languages, Inc. Discuss the benefits of corporate social responsibility • Unit 34 | 183
PERFORMANCE
A new, socially responsible initiative
Your company is looking for ideas for a new CSR initiative. It is already active in the
international field and would like to focus on issues closer to home. Therefore, it is reaching
out to employees for suggestions for local environmental initiatives, workplace initiatives,
and community programs.

Choose a focus. Then come up with a suggestion that is in line with both the company’s
values and your values. Define who the stakeholders are and identify how both they and the
company would benefit from this initiative. Be ready to present your suggestion.
ONLINE PRACTICE
UNIT 35
Discuss attitudes toward whistle

blowing
whistle-blowing to rock the boat Stating circumstances: Review of unless, if

whistle-blower to retaliate and only if, (not) even if, under no
to disclose retaliation
circumstances, by no means
disclosure stigma
wrongdoing traitor
to misappropriate to blacklist
misappropriation chain of command
to cover up magnitude
former to land
to leak libel
to indict (charge UK) anonymous(ly)
WARM-UP
Whistle-blowing
the disclosure by a person, usually an employee
in a government agency or private enterprise,
to the public or those in authority of
mismanagement, corruption, illegality, or some
other wrongdoing.
©2018 Berlitz Languages, Inc. Discuss attitudes toward whistle blowing • Unit 35 | 185
Who’s the whistle-blower?
LISTENING 51 • 52
Blowing the whistle: Pros and cons

POSITIVE OUTCOMES NEGATIVE CONSEQUENCES
What to consider before making a disclosure
1.
2.
3.
186 | Discuss attitudes toward whistle blowing • Unit 35 ©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS
Under what circumstances would you file a report?
I wouldn’t file a report unless I could do it anonymously.

I would disclose wrongdoing if and only if it was seriously harming many people.
If making a disclosure were the right thing to do, I would do it even if it might cost me my
job.
I wouldn’t report corruption even if someone paid me. The risks are too great.
Under no circumstances would I leak information. I’d go to my boss first.
By no means would I speak to my supervisor. I’d rather go to someone outside the
organization.
My notes
©2018 Berlitz Languages, Inc. Discuss attitudes toward whistle blowing • Unit 35 | 187
PERFORMANCE
A whistle-blowing survey
As part of its CSR initiative, your company is considering updating its code of ethics to
include a whistle-blowing policy. First, however, the management would like to get a feel for
employees’ attitudes toward the issue. They would like to know to what degree and under
what circumstances employees would feel comfortable “blowing the whistle.” They have
asked you and your team to put together a survey. Some of the items you might address are
the following:

level of secrecy
support from upper management
severity of wrongdoing / misconduct
retaliation
anonymity
rewards
reporting chain / procedures
public disclosure
action taken to correct the situation
ONLINE PRACTICE
within this unit): Age Fotostock, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.
188 | Discuss attitudes toward whistle blowing • Unit 35 ©2018 Berlitz Languages, Inc.
UNIT 36
Describe the attributes of a leader

to have what it takes outrage against (injustice) Personal qualities and traits of leaders
(super)hero to empower
trait invariably
mentor moral compass
charisma diligent
compassion persistent
courage reflective
integrity sound (decision)
open-minded to lay the blame
correlation to look out for (someone’s)
well-being
WARM-UP
– I see Ted has applied for the position of Technical

Director of North America.
– Yes, but I’m not sure he’s the right person for the
job.
– Why is that?
– Well, Ted is an excellent manager, but I just don’t
think he’s got what it takes to be a strong leader.
My notes
©2018 Berlitz Languages, Inc. Describe the attributes of a leader • Unit 36 | 189
LISTENING 53
The traits of a leader

A GOOD LEADER SHOULD
BE A … HAVE … BE …
good listener charisma dependable
mentor compassion enthusiastic
people person courage flexible
risk taker diverse experience honest
role model good judgment open-minded
superior communicator integrity passionate
So, what’s a manager then?

Managers may have the qualities of a leader, but the role of the
manager is different from that of a leader.

Managers …
• are problem solvers.
• are persistent, diligent, and analytical.
• are concerned with how things get done.
• are action-oriented and dislike reflective activities.
• adopt impersonal attitudes toward goals.
• seek order and control.
• will fix problems immediately, often without considering their significance.
190 | Describe the attributes of a leader • Unit 36 ©2018 Berlitz Languages, Inc.
READING
Principles of leadership
1 KNOW WHAT YOU CAN AND CAN’T DO 6 GET TO KNOW THE PEOPLE ON YOUR
AND ALWAYS WORK ON SELF- TEAM; TAKE CARE OF THEIR WELL-
IMPROVEMENT BEING
• whether you like it or not, you are a • if you don’t care about them, they will
role model never care—no matter what
2 BE PROFICIENT AT WHAT YOU DO 7 TRAIN YOUR EMPLOYEES AS A TEAM
• know your job; know as much as • stress commitment to the team and
possible about your employees’ jobs develop a sense of responsibility
toward tasks
3 REQUEST AND TAKE RESPONSIBILITY 8 MAKE SURE THAT TASKS GET DONE
• look for ways to guide your • check team’s understanding and
organization to new heights supervise
4 TAKE RESPONSIBILITY FOR YOUR 9 KEEP YOUR TEAM INFORMED
ACTIONS • know when, what, and how to
• when things go wrong, look for communicate at all levels of the
solutions; don’t lay the blame on others organization
5 MAKE SOUND AND TIMELY 10 USE YOUR ORGANIZATION’S FULL
DECISIONS CAPABILITIES AND ALL THE
RESOURCES AT YOUR DISPOSAL
My notes
PERFORMANCE
Could you come to my office?
You are a new CEO of a large multinational

cooperation. In your previous job, you always
invited employees into your office to ask them
to share their ideas on what changes they think
the company needs to make. You have
discovered many interesting ideas this way,
and you plan to continue the practice in your
new position. You have also met some very
talented people this way and have been able to
help them develop their careers.
Anyone whose ideas you decide to implement

is invited to participate in the project. This has
given you the opportunity to work with and
develop the leadership skills of many members of the organization.
Today is one of those days when you would like to hear some ideas. Call a middle manager
you haven’t met yet and invite this person to come to your office and share some ideas for
change.
My notes
CONSOLIDATE & APPLY
Leadership self-assessment survey

Would you like to be a leader? If you are a leader, how do you feel about it?
This survey will provide you with some feedback about your feelings about leading others.
For each item, rate yourself on a scale of 1 to 5:
1 = never; 2 = rarely; 3 = sometimes; 4 = usually; 5 = always.
1 2 3 4 5
1. I understand and can explain rules and regulations.
2. I am effective at implementing change in the workplace.
3. I know how to develop goals and carry them out.
4. I am good at solving problems.
5. I enjoy collecting and analyzing data.
6. I admit when I make a mistake and correct it.
7. I don't mind asking others for advice.
8. I am comfortable when speaking or writing memos to others.
9. Giving directions comes naturally for me.
10. I can delegate work to others.
11. I am effective at handling complaints.
12. I am able to resolve conflict in the workplace.
13. I enjoy working with a team.
14. I am comfortable setting and meeting deadlines.
15. I enjoy appraising employee performance and giving feedback.
Total score:
My notes
Word families
Noun, person Noun, thing Adjective Verb

judge judgment judgmental to judge
charisma
communicator
honest
enthusiastic
courage
(role) model
mentor
experience
compassion
passionate
open-minded
dependable

“Laura is a good judge of character. Everyone trusts her judgment. She is never judgmental, however.
She carefully judges all possibilities before making a decision.”
ONLINE PRACTICE
within this unit): Berlitz, iStockphoto, Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 37
Describe leadership styles

to mentor to be regarded as Terms to describe styles of leadership:

to be cut out to be / for hands-off authoritarian, participative, delegative
to show promise a shambles Giving advice
as we speak bunch
to direct to figure (something)
bossy out
to have the final say (in to bicker
…)
WARM-UP
– Lucy, you’ve been mentoring Sid for a while now.

Do you think he’s cut out to be a leader?
– I think he shows quite a bit of promise. He’s well
liked, open, and enthusiastic. People listen to him.
– And on the downside?
– He still needs to work on adapting his leadership
style for different situations. But we’re working on
that. In fact, he’s working with the trainee as we
speak, and tomorrow he’ll be with Fred and me.
My notes
©2018 Berlitz Languages, Inc. Describe leadership styles • Unit 37 | 195

READING
Leadership styles
1.
Leaders using this style clearly state what needs to be done, how it should be done, and by when.
The leader is in charge and directs the other group members. These leaders make decisions with
little or no input from others.
WHEN TO USE: This style is best used when there is little time for group decision making, and / or
the leader is the most experienced or expert person in the group.
PROS: Can be very effective when quick, decisive action is required.
CONS: Leaders may be regarded as bossy; solutions may be less creative.

2.
Leaders using this style make group members feel like they are an important part of the team.
They participate in the group and allow input from other group members. They offer guidance
rather than dictating what should be done; however, they leave the final say for themselves.
WHEN TO USE: This style is best used when group buy-in is important or when creative or
alternate solutions are required.
PROS: Group members feel involved and are thus more motivated and creative; their contributions
may be of a higher quality.
CONS: Group members may be less productive; the decision-making process is longer.

3.
Leaders using this style take a hands-off approach and offer the group little or no guidance.
Decision-making authority is given to the group or individuals within the group.
WHEN TO USE: This style is best used when group members are highly qualified or experienced,
self-motivated, and require little or no direct supervision.
PROS: For experienced group members, a sense of responsibility, authority, and personal
achievement.
CONS: Without guidance, groups may lack direction, motivation, and a sense of accountability;
production among self-starters might be higher, but less-experienced staff may feel frustrated and
become unproductive.

Authoritarian / Autocratic Delegative / Laissez-faire Participative / Democratic
196 | Describe leadership styles • Unit 37 ©2018 Berlitz Languages, Inc.

What was the problem?
Alana Leon Candice

Style used: Style used: Style used:
Better option: Better option: Better option:
Can I ask your advice?
Leadership Style DOs Leadership Style DON’Ts

• •
• •
• •
My notes
©2018 Berlitz Languages, Inc. Describe leadership styles • Unit 37 | 197

PERFORMANCE
What approach will you take with them?
Think about two or three different types of tasks where you work together with colleagues in
groups or on teams. Who is involved in these tasks? What is the knowledge and experience
level of the participants?
Your company has a mentorship program, the aim of which is to groom future leaders. You
are participating in this program. As part of the program, you have been asked to lead, for the
first time, one of the tasks you identified. What style(s) of leadership will you use? Why?

Discuss this with your mentor.
ONLINE PRACTICE
Fotostock, Age Fotostock
198 | Describe leadership styles • Unit 37 ©2018 Berlitz Languages, Inc.

UNIT 38
Offer and respond to congratulations

to congratulate in order Offering and accepting congratulations

to deserve to honor (honour UK) a Prepositions (review): for, in, of, on, through, up,
to toast commitment with, within (extension)
house brand (own to stink (up)
brand UK) at the helm
WARM-UP
– Hey, I heard about the job.

– Thanks a lot. I’ve been working toward this for a
long time.
– And you deserve it! When will you officially start?
– At the beginning of next month.
– I’m sure you’ll do a fine job. Good luck.

My notes
©2018 Berlitz Languages, Inc. Offer and respond to congratulations • Unit 38 | 199
LISTENING 57
To the future!
1. What was the Board impressed with?
2. What was Donna Williams from Shop Way

interested in?
3. What did Allison congratulate Peter on?
4. What will Peter end up doing for AP?
5. What is UEI going through at the moment?
6. For what kind of person are there opportunities

within UEI?
7. What new positions will they be creating? at what

level?
8. What would this mean assuming responsibility for?
9. What did Allison and Peter drink a toast to?
My notes
200 | Offer and respond to congratulations • Unit 38 ©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS
Congratulations
– Let me offer you my congratulations on your appointment. I’m sure you will do a
fantastic job.
– Thank you very much. I appreciate the kind words.
– On behalf of the department, I’d like to congratulate you on your tenth anniversary with
the company.
– Thank you to everyone. It’s been a great ten years.
– Congratulations on your promotion. I can’t think of anyone who deserves it more than
you.
– Thank you. I’m really looking forward to the challenge.
– I heard your design won the top award. Congratulations! You must be very proud.
– Thank you. I can’t quite believe it myself!
– It looks like congratulations are in order. Vista’s signed the contract! Great job!
– It was tough work, but we got there in the end.
– Congrats on being named team leader. I think you’ll be great!

– Thanks so much. I can’t wait to get started!
Useful Expressions
Congrats. Way to go! Hats off to you.

Well done! You did it! The sky’s the limit.
Nice going! You made it! We’re so proud of you.
READING
Offering congratulations to a new leader
Dear Sharon,

“Make commitments and honor them. Don’t treat the receptionist any differently than the
Chairman of the Board. And don’t smoke too many cigars—they stink up the place.”

I wish you every success as Chief Executive Officer of CompWorks, Sharon.

In your email, you asked me what I think you need to know about leadership. I think you
know it all, my friend. But I hope you won’t mind if I tell you what my father told me when
I took over at Bertram 25 years ago. He said …

Congratulations on the exciting appointment! As I kept telling you, it was only a matter of
time until someone figured out that you should be at the helm.

Warmest regards,
Tony
PERFORMANCE
Good luck!
You belong to a professional social networking site. You have just received a notification that
a good friend of yours has just been named the CEO of an international nonprofit
organization. Draft an email to your friend. In your message, …

• offer your congratulations.
• share one or two pieces of friendly advice.
• wish your friend luck in the new position.
FR
TO
SUBJECT
My notes
Word Power
For, in, of, on, through, up, with, or within?

– I would like to congratulate you (1) your new position.
– Thank you. I’ve been interested (2) photography (3) a long time.
– I’ve always been impressed (4) your talent.
ONLINE PRACTICE
within this unit): Getty Images, Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 39
Bid farewell to colleagues

to bid farewell to fill someone’s shoes Tenses used to talk about the future
farewell party to put one's foot in one's (review)
to throw (a party) mouth (extension activity) Expressing rumors
to hear … through the to talk at cross
grapevine purposes (extension
to beat around (about UK) activity)
the bush to get your wires
crossed (extension
to get the wrong end of the
stick activity)
a little bird(ie) told me a slip of the
tongue (extension activity)
to drop (someone) a line
to do something on the
to give (someone) a ring q.t. (extension activity)
Have you got another job touchy subject (extension
lined up? activity)
You bet!
WARM-UP
– So, Ellen, this is it—your last day with us?

– New opportunities await!
– We’re all going to miss you, you know that?
– I’ll miss all of you, too. It’s been a good five years.
– We’ve arranged a little farewell party for you at
lunchtime. Will you come?
– I wouldn’t miss it for the world.
©2018 Berlitz Languages, Inc. Bid farewell to colleagues • Unit 39 | 205

Word Power
A few ways to express rumors

1. I heard it through the grapevine that you’ll be leaving us.
2. I don’t want to beat around the bush, but I’ve decided it’s time for me to move on.
3. I think you’ve got the wrong end of the stick. Stan’s not quitting; he’s being
transferred.
4. A little birdie told me Cassandra’s being considered for a promotion.
My notes
206 | Bid farewell to colleagues • Unit 39 ©2018 Berlitz Languages, Inc.

READING
Moving on
appreciate enjoy hear give invite leave reach take up

FR Bill Jensen
TO Friends
SUBJECT Moving on
Dear friends,
You may already (1) the news, but I wanted to take a moment to let you know that I (2)
my position here at Rozier, Inc. I (3) a new position at Bleeker Pharma,
Inc. as of the beginning of next month.

Looking back, I truly (4) my time here at Rozier, Inc., and I (5) having had
the opportunity to work with such a fantastic team of people. Thank you for the support you (6)
me over the years.

Although I am looking forward to the next phase in my career, I would like (7) you to
stay in touch. I can (8) at my personal email address or at home. Feel free to drop me a
line or give me a ring any time.

Thank you again for everything.

Yours truly,
Bill Jensen
email: bjensen@tmail.net
phone: 432-555-0189
My notes

GRAMMAR
Review: Tenses to talk about the future
SIMPLE PRESENT Benjamin’s last day is next Friday.
PRESENT PROGRESSIVE After 30 years with the company, he is

retiring as CEO.
SIMPLE FUTURE We are going to hold a big celebration

WITH TO BE GOING TO → in his honor.
SIMPLE FUTURE He will continue to hold a seat on the

WITH WILL Board of Directors.
FUTURE PROGRESSIVE He will be doing some consulting work

for us occasionally.
Talk about the future

1. Everyone says they to keep in touch.
a. try b. will try c. will be trying
2. I’m afraid I to the meeting.

a. don’t come b. won’t come c. won’t be coming
3. Our flight at five.

a. leaves b. will leave c. is going to leave
4. They Ben with a gold watch later.

a. present b. are presenting c. are going to present
5. We a drink after work to celebrate.

a. have b. are having c. will have

Saying good-bye
– We’re really sorry to see you go.

– I know. It’s been a wonderful few years, but I really feel it’s time for me to try something new.
– Well, we wish you the best of luck.
– Thank you.
– It’s been great knowing you, Sam. You will stay in touch, won’t you?
– Of course, I will, Steve. I’m just changing jobs, not countries!
– Well, if you want to go out, just give me a call.
– You bet I will!
– I can’t believe you’re really leaving! Have you got another job lined up already?
– Not yet. I want to spend some time with my family before I start looking for something.
– I’m sure you won’t have any trouble at all.
– What am I going to do without you, Maggie? You’ve taught me everything I know!

– Sandy, I have every confidence that with you at the helm, the company will move on to even
bigger and better things.
– I hope so—but filling your shoes won’t be easy.
PERFORMANCE
You are at a farewell party for a well-liked and respected upper-level manager. There are many
people at the party, some of whom you know, some you don’t. The manager who is leaving is
talking to everyone at the party. When you get a chance, go speak to him / her: wish him / her
farewell and engage in a short conversation.
My notes

Role A
You have worked as an upper-level manager at your company for many years, but have
recently decided to leave to head up a new start-up company. Before you start your new job,
you will be going on a trip to Australia to see your daughter and her family.
You are now at a farewell party being held in your honor. Many of the people there have
worked with you for a long time. Some are fairly recent additions to the staff. Not everyone
knows your reasons for leaving or your plans for the future.
Role B
You are at a farewell party for a well-liked and respected upper-level manager. This person
has not only been a great leader, but also, over the years, has become a good friend. You
know that he / she is leaving to head up a start-up company and is planning to go to
Australia to see his / her daughter before that. you hope that you and he / she don't lose
touch with each other.
Role C
You are at a farewell party for a well-liked and respected upper-level manager. You don't
know him / her very well because you have only been with the company for a few months.
He / She has, however, helped you out on several occasions, which you appreciated very
much. You don't know why he's / she's decided to leave, but you heard through the
grapevine something about a daughter in Australia.
Role D
You are at a farewell party for a well-liked and respected upper-level manager. You and he /
she have worked closely together over the years and know each other fairly well, though you
don't usually discuss personal or family matters.
My notes

CONSOLIDATE & APPLY
A farewell
FR
TO
SUBJECT
My notes

ONLINE PRACTICE

UNIT 40
Review
OBJECTIVES LADDER
Now you can …
Bid farewell to colleagues
Offer and respond to congratulations
Describe leadership styles
Describe the attributes of a leader
Discuss attitudes toward whistle blowing
Discuss the benefits of corporate social responsibility
Assess options while considering business ethics
Discuss global trends
Discuss the impact of external factors

PRACTICE
GOAL 31
What’s the implication?

1. We attend the conference.
a. definitely will be able to b. will definitely be able to
2. You consider changing your password.

a. certainly ought to b. ought to certainly
3. They increase the rates just yet.

a. probably won’t b. won’t probably
4. I rethink my original plan.

a. may possibly need to b. may need to possibly
5. We get together some time.

a. definitely have to b. have to definitely
GOAL 32
What will happen by then?
1. As of this time tomorrow / we / make our decision.

→ .
2. Come September / Tamwar / be here / for ten years.
→ .
3. By the end of next year / we / pay off / our bank loan.
→ .
4. By 2030 / the population of the Earth / reach 8 billion.
→ .

GOAL 33 58
What should I do?

1. What is Charlie’s dilemma?
2. What options did he think he had at the beginning of the conversation?
3. Which of these did Della think Charlie should do?
4. Who did Della say that Charlie had to consider in addition to Louise?
5. What third option did Charlie come up with during his conversation with Della?
6. Why did Della feel this was a good option?
GOAL 34
CSR
1. Mr. Blumberg is well-known for his a. This is the focus of our community
philanthropy. outreach program, Food as Medicine.
2. We at Aztec Health feel it is important b. He has donated several millions of

people know the importance of a dollars to various charity
healthy diet. organizations.
3. Many people today are looking not c. For example, finding ways to recycle
only for good jobs, but meaningful or reuse waste rather than sending it
ones. to the landfill.
4. Many CSR programs focus on d. CSR programs can help companies

minimizing the downsides of business attract and retain higher caliber
operations. employees.
5. They are extremely conscientious e. Their slogan is “No-one gets hurt.”

about safety.

GOAL 35
What are the circumstances

1. We shouldn’t move forward we’re absolutely sure we will succeed.
a. only if b. unless
2. Sandy says she won’t work weekends they pay her double.
a. even if b. if and only if
3. I would consider working in another country I couldn’t find any work at home.
a. if and only if b. unless
4. Under no would I share confidential information with others.

a. circumstances b. means
5. no means did we feel pressured not to report the problem.

a. By b. Under
GOAL 36
Personal qualities
1. The company has asked me to become a . They’d like me to guide and advise
managers they feel have the potential to become leaders.
2. Rita isn’t very when it comes to new ideas. If something hasn’t been tried and
tested, she doesn’t even want to hear about it.
3. I think one of the things that makes him a successful politician is his . People are
drawn to him, and when he talks, everyone listens.
4. Although I am an extremely hard-working, manager, I don’t think I have what it
takes to be a leader.
5. Danielle’s incredibly . If you hand her a problem to solve, she’ll keep at it until she
finds a workable solution.
diligent charisma persistent open-minded mentor

GOAL 37
Leadership
A D P
1. Leaders clearly state what and how things should be done.
2. Leaders make group members feel they are part of the team.
3. Leaders take a hands-off approach; teams make their own decisions.
4. Less-experienced staff may feel frustrated by this style.
5. The best style to use when time is short.
6. A good style to use when creative solutions are needed.
7. Leaders using this style may be viewed as bossy.
8. The decision process may take a long time.
9. Experienced staff have a greater sense of responsibility.
GOAL 38
Congratulations
1. I was very impressed your presentation to the Board.

2. I just wanted to congratulate you your winning the award. You deserved it.
3. The company has been going some tough times lately.
4. How did you end working there?
5. It looks like congratulations are order! Shop Way has signed the deal.
6. We prefer to promote from rather than hiring from the outside.
My notes

GOAL 39
The future
1. Lola in Italy for a year.
a. works b. will be working
2. When Larry start his new job?

a. will b. will be
3. We leaving soon. Thanks for having us.

a. are going to b. will be
4. What time to get here?

a. are they going b. will they
5. The last subway at around 11:15.

a. leaves b. is leaving
My notes

YOUR TURN!
GOAL 31
What are the external factors?
Role A
You work for a local website that regularly updates its readers on external factors that may
affect business. Together with a colleague, you put together a PEST analysis showing the
most significant recent changes or events. For the next update, you are looking at the
political and economic factors. Try to identify at least one changes or trends for each
category and state what the possible implications might be for local businesses.

Political factor(s) Implications
Economic factor(s) Implications

Meet with your colleague to discuss your update.
My notes

Role B
You work for a local website that regularly updates its readers on external factors that may
affect business. Together with a colleague, you put together a PEST analysis showing the
most significant recent changes or events. For the next update, you are looking at the social
and technological factors. Try to identify at least one changes or trends for each category
and state what the possible implications might be for local businesses.

Social factor(s) Implications
Technological factor(s) Implications

Meet with your colleague to discuss your update.
My notes

GOAL 32
Global trends
With your partner(s), choose one of these topics: clean-tech and energy, demographics,
emerging markets, technology. Create a chart that shows two or three global trends related to
your topic. For each trend, brainstorm the impact that trend might have on your company,
your industry, and / or your country.

Topic:
Global trend: Global trend: Global trend:
Impact: Impact: Impact:

When you are done, share your chart.
Which of the trends identified by you and your classmates will have the greatest impact?
GOAL 33
Business ethics
Think of some of the ethical problems that could come up in your workplace. Choose one of
them and prepare a short presentation for an ethics training for employees. As part of your
presentation, you should:

• briefly present a scenario or situation and state the dilemma
• outline several possible courses of action
• explain why one course of action is the best


GOAL 34
Corporate social responsibility
You have been asked to give a short presentation on a current or ongoing CSR initiative or
activity at your company. Your presentation should include a brief description of the
initiative / activity, the stakeholders involved, and the benefits it provides in general, to the
company, and to the stakeholders. Use the form below for your notes.

Description of CSR initiative or activity:
Stakeholders:
General benefits

Specific benefits to company

Benefits to stakeholders

When you are ready, give your presentation.

GOAL 35
Whistle-blowing
Think of an instance of whistle-blowing that has appeared in the news. Note down the key
details that you remember.

• Who blew the whistle?
• About what?
• What was the result?
• Were there any consequences for the whistle-blower?

Share your example with the rest of the group. Together discuss what you would have done if
you had been in the same or a similar situation.
GOAL 36
Attributes of a leader
You are attending a leadership skills training course. The trainer has just asked you to write
down three attributes that you think are essential in a leader and a reason or example for
each attribute.

1. A good leader must be a(n) because .
2. A good leader must be because .
3. A good leader must have because .

Share your list with the other training course participants.


GOAL 37
Leadership styles
As part of your company’s mentorship program, employees are asked to give feedback on the
leadership styles of employees who are participating in the program.

A task or project you were involved in recently was led by someone in the mentorship
program. You have been asked to fill out the form below. The person’s mentor will then speak
to you about your impressions.

Task / Project:

Leadership style used by team leader / supervisor:
Authoritarian Delegative Participative

Is this style of leadership appropriate for this task / project? Yes No

Explain why you feel this style is / isn’t appropriate:

What other style might be more appropriate:
Authoritarian Delegative Participative N/A
My notes

GOAL 38
Congratulations!
Role A
Earlier this week, you received an email announcing the promotion of a colleague to
supervisor. This colleague is a good friend of yours, but up to now you haven’t had time to
congratulate him / her because you’ve been out for a couple of days moving into your new
house.

Go and congratulate your colleague now.
Role B
Earlier this week, your promotion to supervisor was officially announced. You think that one
of your colleagues – who is also a good friend of yours – may not have heard the news
because he / she has been out for several days moving into a new house.

If you see your colleague, congratulate him / her on the new house and offer to help out with
the move. Share the news about your promotion if your colleague hasn’t heard already.
My notes

GOAL 39
I can't believe you're leaving!
Role A
You have just heard that a colleague of yours will be leaving the company. This news came
as quite a surprise to you. You and your colleague have worked closely for several years and
you had no idea that he / she was even thinking of leaving. If the news is true, you will miss
your colleague very much.

Go talk to your colleague and find out what’s happening.
Role B
Last week your spouse / partner found out that he / she is being transferred to a higher
position within his / her company, but in another location. The new position means more
money and responsibility for your spouse, and after talking it over, you both decided he / she
should accept the position. This means, however, that you will be leaving your company as
of the end of the month.

You told your immediate supervisor and one or two other employees and apparently the
news has now spread. Colleagues have been calling, emailing, and stopping by to bid you
farewell all morning.

A colleague you have worked closely with for several years is coming toward your desk.
From the look on your colleague’s face, you can see that he / she has heard the news, too.

Greet your colleague.

AUDIO SCRIPT
Unit 1. Describe a company’s vision and mission

1
– You’re recommending we come up with both a vision and a mission statement
to help us stay focused on our long-term goals?
– That’s right. I realize that in this economy, it’s tough to think about the future
when you’re worried about the here and now. However, having a clearly defined
vision and a stated mission will help to improve decision making and keep the
business on track.
– What exactly is the difference between the two? I was looking online at some
examples, and it seems that the two terms are used interchangeably.
– Yes, unfortunately there is some confusion out there about this. But vision and
mission statements are two distinct tools, each with its own purpose. First, let’s
look at the vision statement. Vision statements define what an organization
would like to be—its aspirations. It’s a mental picture of what you, as an
organization, want to achieve.
– So, it’s a bit like asking someone what he or she wants to be ten years from
now?
– Exactly. And the answer you get is some ideal situation, like “I want to be a
millionaire.” A vision statement is like that. It describes where you want the
organization to go, what you want it to be. It’s a guide that gives shape and
direction to the organization’s future.
– But not what you are going to do to get there.
– Right. A mission statement, on the other hand, defines why your organization
exists. It spells out precisely what the organization does, who it does it for, and
how it does that. Unlike vision statements, mission statements focus on the
present.
– But doesn’t it take a long time to create these?
– It can. A vision statement should be short and succinct because you want your
employees to be able to remember it. The hard part is writing a vision statement
in an inspirational way—after all, you want it to make your employees feel proud,
inspired, and motivated. Mission statements, on the other hand, should give
employees a perspective on how they are helping the company fulfill its purpose.
– Can you give me an example?
– One of my favorites is the original mission statement of a pretty major
American company. It was: “We create happiness.” If you were one of their
employees in the early days, no matter whether you were a character, a ride
operator, or a ticket salesperson, I think it would have been quite easy to see how
your job contributed to this mission. Over the years, the company’s modified its
mission statement so that everyone knows what they do, how they do it, and
who they do it for, but I like the simplicity of the original mission statement.
– I see. So, if what we are doing or planning to do doesn’t fit in with the mission
—or the vision—it’s probably a good idea to reevaluate.
– Right. But you can’t do that unless you already have these tools in place.
Unit 2. Describe a company’s culture

2
Kevin Jenner is advising his client, Paul Johnson, on how to assess the culture at
his company.
©2018 Berlitz Languages, Inc. Audio Script | A-1

If you’re interested in seeing your company culture in action, take some time to
walk around and observe everything. As you do so, try to see the company as a
first-time visitor would.
One of the first things you’ll probably notice is how people are dressed. The
dress code says a lot about the image a company wishes to project and the level
of formality used in its communication.
Look at how the space is used. The office plan gives an insight into working
styles, company hierarchy, and attitudes toward position and power. Open-plan
offices suggest a workspace designed for collaboration and teamwork. Separate
offices or cubicles suggest that people tend to work more on their own,
independently. If there are offices, are the doors generally open or closed? How
are common areas, such as kitchens, used? Do employees use them as informal
meeting areas where they chat with each other, or do they rush in and rush back
out?
Look around at what is on the walls to get a perspective on company values.
What messages are being communicated to staff and visitors alike? Are there
posters about recycling and other green initiatives? employee and company
awards? Notices about company or staff events?
Also, look at the furnishings and décor. Ergonomic furniture shows a concern for
employee well-being. Bright colors indicate a vibrant, high-paced work
environment, whereas muted colors are indicative of a calmer, more relaxed
environment. Notice, too, what employees have on their desks. Do employees try
to make their workspace look and feel more personal?
Observe how employees interact and communicate with one another. Are they
polite and respectful? How do they greet each other? How are questions
handled? When people are talking, listen for any emotions they express.
Emotions are indicators of personal values—after all, people don’t usually get
excited or upset about things that are not important to them. Notice what
happens when people are on the phone. Do they continue working on something
else or stop and actively listen to the caller?
Don’t forget to look at written communications. What is the style and tone of
emails? What kind of information is communicated, and to whom? How are
employees and others informed about what is going on in the company?
When you’ve finished, reflect on your observations and consider what they say
about your company’s culture. Is this in line with the culture you wish to foster?
If not, you should have some clues as to what needs working on. If it is, you
should continue to do an occasional walk-through to make sure that the culture
is maintained.
Unit 3. Discuss ways to implement change

3
– Joining us today is Luther Robinson, a business transformation consultant
with the Robinson, Delany, and Ross Agency. Thank you for coming today.
– Thank you for having me. I’m pleased to be here.
– Let’s start with what may be an obvious question: What is it that makes
change so hard?
– Obvious, perhaps, but important for leaders to understand. What makes
change difficult is the simple fact that most people don’t like change. Change
brings something new, something unknown … and many of us have a natural fear
A-2 | Audio Script ©2018 Berlitz Languages, Inc.

of the unknown. We like to wake up knowing what we’re doing today, tomorrow,
next month. Even small changes involve some element of uncertainty.
– These feelings must run especially high, then, if we’re talking about changing
an organization. What steps should be taken to manage change?
– At the top of the list is open, honest communication. Whether we’re talking
about the departure of a key employee from the company or a major overhaul of
the organization’s culture, leaders, and managers need to let employees know
what’s happening and why. Share with them what the vision is.
Discuss with them their concerns and fears. Answer their questions. Lack of
information only leads to speculation and increased feelings of insecurity.
4
– And what about resistance to change?
– Well, you need to expect resistance. Whenever there’s change, people may be
afraid that something important may be lost during the process. To reduce
resistance, employees should be included in the change process—make people
agents of change by involving them in planning and implementation wherever
possible. As a leader or manager, you need to be a role model. You can’t “talk the
talk” and not “walk the walk.” You need to embrace the change and lead by
example. If you don’t appear to support the change, why should your employees?
– How can you keep people motivated during the change process? I mean, many
attempts at change fail, don’t they, simply because they lose momentum?
– True. It’s important to keep in mind most changes don’t happen overnight, and
major change, such as transforming an organization’s culture, may take years.
The initial excitement and enthusiasm wears off, people backslide. To keep the
ball rolling, you need to monitor and report change. Set short-term, achievable
goals and milestones, and announce when they’ve been met. Show the
connection between change and company success. Recognize and reward those
involved in the improvements. And if the process begins to lose momentum,
reinvigorate it with new projects or focus areas.
Unit 4. Conduct a meeting

5
– Thank you all for coming this morning. The purpose of today’s meeting is to
present our new product line. We’ve got a lot to cover, so let’s begin shall we? As
you can see from our agenda, we’ll be going over the market research findings
and marketing plans, selling points, and sales projections. We will also be
discussing the implications of the product launch for your individual
departments. Are there any questions before we begin? No? All right, then. Let’s
look first at the market research. Oliver, would you like to start us off?
– Sure. So, the market research we conducted indicates that our strengths seem
to be in the area …
– Thank you, Oliver. Now, moving right along to the marketing plans. Jennifer?
– Give me just a sec … yes, here’s the slide I wanted. So, as Oliver pointed out
we’ll be launching …
Unit 5. Involve participants in a meeting or discussion

6
– What do you think is the most important thing a meeting leader should do to
encourage discussion?

– As a meeting or discussion leader, it’s important to set a tone that makes
people feel comfortable and safe. If you don’t, people won’t contribute and you
won’t achieve your meeting goals. To create the proper atmosphere, you need to
let everyone know that you value their contributions and that everyone will get a
chance to have their say. When facilitating a meeting, it’s important to appear
open, receptive, and interested in everyone’s ideas.
– What are some of the reasons people are hesitant to contribute?
– There are many reasons why people don’t contribute. It may be they’ve lost
track of what’s being discussed or are confused. They may be upset or angry,
especially if the meeting or discussion is about a problem. Some people may just
be uncomfortable speaking in front of others. Some may be afraid of criticism or
of looking foolish, or both. Then there are those who would like to speak, but
can’t, because other people are doing all the talking. Sometimes, it may simply
be that people can’t hear you, or that the room is so warm that people are about
to fall asleep! If you suspect that’s the problem, just ask, and then take whatever
action is needed to fix the problem.
7
– OK. But assuming everyone can hear me and no one is about to fall asleep,
what can I do, as a meeting leader, to encourage discussion?
– There are many nonthreatening ways to get people to contribute and share
their ideas. If you’re trying to stimulate discussion, it’s important to ask open-
ended questions, such as, “What other ways might we approach this problem?”
or “Are there other things we should be considering that haven’t been mentioned
yet?” Bring people in by being positive and encouraging. Say things like, “That’s a
good idea, Tom. Can someone else build on that?” or “Janet, what do you think of
Tom’s suggestion?”
If participants are afraid of criticism, make them feel more comfortable by letting
them know there are no bad ideas. You may also want to say, “We’ll write down
everyone’s ideas before we comment on them.” People need to know that they
will not be made to look foolish in front of their peers.
If one or two people are monopolizing the discussion, take control and hand the
floor over to someone else by saying something like, “Thanks, those were great
ideas. Let’s hear from some people who haven’t had a chance to speak yet.” This
gives people who would like to share their ideas the much-needed opening in the
conversation.
And throughout any meeting, you should frequently check that people are
following the discussion by asking, “Does anyone have any questions or
comments?”
– And what about the shy people with the great ideas?
– For people who are uncomfortable speaking in front of others, a good
technique is to ask them a day or so before the meeting to think about what they
want to contribute and to jot down a few thoughts or remarks they might want to
share. Then, at an appropriate point in the discussion, you can say something
like, “Maggie, I believe you had some thoughts on this. Would you like to share
them?”
– Any final thoughts before we wrap up?
– Just one. It’s important to remember to set the right tone. These techniques
will only work if you, as the facilitator, establish and maintain an environment in
which people feel safe and comfortable sharing their thoughts and ideas.

Unit 6. Handle meeting disruptions
8
– I think that wraps up this point. Are there any questions or comments before
we move on? Ashley?
– I’m really sorry, Neal, but I’ve got to go. I have a meeting with a client across
town at 2:00.
– I see. Well, come see me when you get back so I can fill you in on what
happened.
– OK, I will.
– Right. Now where were we …?
9
– Thank you, Janice. That’s a good suggestion. Would anyone like to add to
that? What about you, Rick? You’ve been rather quiet this morning.
– Hmm? I’m sorry, I was just checking my messages. What was the question?
– Janice’s suggestion. Did you want to add anything?
– No. Not really.
– OK. Anyone else?
10
– … and we’re all agreed that’s what we should do, then? Carl, Jill, did you want to
say something?
– No. We were just wondering about the plans for the staff picnic this year.
– I see. Perhaps we could postpone that conversation until the break, hmm? …
So, are there any other comments before we take a vote?
11
– The results of the satisfaction surveys should be ready next week …
– (cough)
– Just a moment, Ben. If you could allow Sally to finish …
– So, the surveys will be ready next week, and we will be following up on those
over the next two months.
– Thank you, Sally. Ben, did you have a question?
– Yes. Did you have a chance to look at the development schedule I sent you?
– Ben, I think perhaps we can talk about that after the meeting, would that be all
right?
Unit 7. Wrap up a meeting

12
– I think that just about covers everything. So, let me summarize what we’ve
accomplished. We’ve chosen the date and location for next year’s annual get-
together and decided to include a couple of optional sightseeing tours, and we
would like to have some kind of farewell party on the last night. Are we all agreed
on this? OK, good. So, what are our next steps? I can go ahead and take care of
room reservations for the participants. John, do you think you could look into
price and schedule information for the tours?
– Sure. When would you like that by, Gary?
– By the end of next week would be fine. And, Anna, you agreed to check out the
options we have as far as the party goes, right?
– Yes. I have a few ideas already.
– Don’t forget—we need to keep in mind the different ages of the people who will
be attending. Would you be ready to put forward some proposals, say, two weeks

from now?
– I think so.
– Let me know if you’ll need more time. Is there any other business before we
call it a day? No? All right, then, we’ll talk again in a couple of weeks. Thank you
for coming.
Unit 8. Describe your core business

13
Part 1
– Good morning and welcome to All Things Fit, the show where we talk about
trends and issues affecting business. I am your host, Frank Spencer. I’m joined
today by Ashley Sayers, head of PR at Mansions Foods, one of the leading
names in the food and beverage industry. Welcome to the show, Ashley, and
thanks for coming in this morning.
– Thank you, Frank, for inviting me back to the show.
– Ashley, Mansions produces everything from infant formula, chocolate, and
instant coffee to spaghetti sauce and dog food. Given that, what would you say
is your “core” business, if you have one?
– As a conglomerate, our operations are broken down into divisions, and for
each division it is quite easy to identify the core products. But even for the
company as a whole … if we look across our diverse product range, I’d say, with a
few exceptions, that yes, we do have a core business.
– Namely?
– Instant foods—including instant beverages—and the technology and
processes we use to manufacture and deliver those products. That has been our
core since the very beginning, some 140 years ago.
– The company’s original product was infant formula, wasn’t it?
– That’s right. We were one of the first manufacturers of milk-based instant baby
formula and powdered milk.
– And how did the company begin to grow?
– We looked for products that could be manufactured using our processes, or for
ones we could use our products as one of the major ingredients—instant coffee
and tea, soup mixes, chocolate, and then chocolate milk mix …
– So you stayed fairly close to your core?
– Fairly close, yes. Mostly, we expanded into products that naturally seemed to
complement our existing business. And we do that to this day.
14
Part 2
– But that hasn’t always been the case, has it?
– No. There are a couple of examples of when we strayed way outside our core.
For example, when we acquired Auge Laboratories—which makes eye-care
products.
– And what happened?
– Well, we actually held that company for over 20 years. It was during the
recession, some years ago, that management decided to focus on what we do
best and sold off the company. And looking at the company’s product portfolio
at the time, it did practically shout out, “Not core! Not core!”
– Any other examples?
– More recently, and rather more short-lived, was the venture into the weight-

loss center business.
– I remember seeing that in the news! People were boycotting you! They said
you were making people fat with chocolate and then charging to make them thin
again.
– Those allegations really weren’t true, but from the public’s perspective, I can
see the conflict of interest. But some good did come out of that in the end. It’s
what sparked greater management interest and, more importantly, investment in
the area of medical nutrition—which is not so far from our core, at all.
– So, would you say it’s better for companies to stick close to their core
business?
– I can’t speak for all companies, but for Mansions Foods, it’s certainly proven to
be the better strategy. While we still have some non-core businesses …
Unit 9. Describe growth strategies

15
– The Games Master is a terrific product. There shouldn’t be any problem
marketing it.
– I agree, but the fact is, Stan, our sales distribution network is too narrow. We
won’t be able to exploit the full sales potential of the Games Master.
– Hmm, it may be worthwhile to explore the possibility of a license agreement
with another company. That would give us access to a bigger market, don’t you
think?
– Licensing is one possibility, yes. In fact, I’ve already made a proposal to Lively
Times Entertainment, and they seem interested. Have you ever heard of them?
– LTE? Sure. They manufacture toys, electronic games, and sports equipment.
They’re small, well managed, and have a proven record of performance and
stability. And they’ve done very well in the handheld game market. Who knows,
they may just be the company we need to market the Games Master for us.
– Why do you say they’re well managed?
– Well, it’s strange you should be considering LTE. I’ve got a friend who’s been
encouraging me to buy LTE stock for a long time. She bought a lot of it fairly
cheaply a few years ago. Now it’s trading for just under $40 a share.
– $36 to be exact. Stan, I haven’t discussed this with anyone else, but I’m
seriously considering an acquisition.
– Buying LTE? But, Peter, we can’t afford that kind of acquisition. It would leave
us too vulnerable financially.
– Maybe … maybe not. LTE is a young company with perhaps a lot of growth
potential. I think both companies would benefit by joining forces.
– Well, it would certainly give us more diversification. And that should help
increase profits. How can I help, Peter?
– Get a hold of your contacts on Wall Street. Have them run a thorough credit
check on LTE and its management. Let’s find out if the company is really doing
well and has growth potential. Maybe its stock is simply overvalued. We should
find …
Unit 10. Review

16
– So, are there any questions before we move on? Tony?
– Yes. Have you had a chance to look at the figures I sent you?

– I did, but perhaps we could discuss that after the meeting. Yes, Meg?
– I’m afraid I’ve got to leave. I have another meeting to go to.
– I see. Well, could you check with the others to find out what you missed? Linda,
Daniel, would you like to share something?
– Not really. We were talking about our plans for the weekend.
– Well, maybe you wouldn’t mind talking about that some other time. Did you
have another question, Tony?
– Not a question, just a suggestion. I think we should encourage our staff
members to volunteer for the charities we sponsor.
– That’s an excellent idea. Would anyone like to add to that? Yes, Linda …
Unit 12. Suggest ways to promote innovation in the workplace

17
I work in telecommunications, and, in this business, innovation must be
constant. The company I work for has created a collaborative network that
brings our researchers together with entrepreneurs and academics from outside
the company. We also have a special group within the company—the “new
ventures group”—which focuses on identifying and developing new business
ideas.
18
I work as a scientist for a major pharmaceutical company. Here, the company
actively encourages us to communicate and collaborate with others. We
regularly hold sessions with colleagues working on other projects. By sharing
our ideas and research, we not only learn what’s going on in different projects,
we often pick up new ideas that we can apply to our own work. When a new idea
works, the company spreads the word throughout the organization.
19
I work for a large conglomerate that has interests in everything from office
supplies and electronics to health care and transport. Innovation is a part of the
company’s culture; in fact, it’s what attracted me to the company in the first
place. What I like the most is the 15% rule. Under this rule, we are encouraged to
devote 15% of our time working on projects of our own choosing.
Unit 15. Describe the development of new products

20
– We welcome Margaret Young, Cygna Labs’ Director of Research and
Development, to This Week’s Financial Insights. I am your host Louis Patton.
– Thank you for inviting me to come on your show, Louis.
– So, let’s get right down to this week’s insight on what goes into the cost of
prescription drugs.
– Certainly, Louis. As your listeners may be aware, developing new medications
is a long, complex process, involving extensive periods of research, testing, and
clinical trials. And while the public insists that drugs be safe and effective with
as few side effects as possible, they and critics of the pharmaceutical industry
demand lower prices. However, the reality and facts of pharmaceutical
development paint a challenging picture. Consider, for example, the following
four statistics:

• From the first synthesis of a new active ingredient, industry experts estimate it
takes an average of 13 to 15 years for a new prescription drug to reach the
market.
• Last year, the full cost of bringing a new product to market was estimated at
over $3 billion, with some companies estimating average costs as high as $12
billion.
• On average, only one to two of every 10,000 new medical substances will
successfully pass all the stages of development that are required to become a
marketable medicine.
• And, finally, that only two out of 10 marketed drugs return revenues that match
or exceed their R&D costs. These statistics don’t factor in other costs such as
litigation, patent expiration …
Unit 16. Place a service call

21
The Vending Machine
– Acmee Vending Machines. Service Department. Can I help you?
– Yes. I’m calling from Pendletin Enterprises. We’re having trouble with our
coffee machine.
– What seems to be the problem?
– Well, it’s spraying coffee everywhere except into the cup.
– Is it doing this for all the drink items?
– Actually, no. Just the ones with milk in them, and usually just the first cup of
the day.
– I see. No one from your staff has tried fixing or cleaning it, have they?
– No. I just cleaned up the mess and put an “out of order” sign on it.
– All right. It sounds like we’ll need to do a little extra maintenance on that
machine. Now if you could give me your …
22
The Access Key
– Reception.
– Yeah, hi. This is Alice Redman. My access key doesn’t seem to be working. I’ve
tried several doors, and it didn’t work on any of them.
– Just a sec. Let me see what the computer says. Ah, yes. Ms Redman, your key
has been deactivated because you haven’t used it in over 90 days.
– I’ve been on a leave of absence, but today is supposed to be my first day back.
No one told me my card would be deactivated.
– It’s not a problem. When you come in, go straight to security. They should be
able to reactivate your card for you.
– That’s fine—but can someone please let me in? I’ve got my employee ID with
me.
– Sure. I’ll send someone down right away. Which entrance are you …
23
a. grinding sound
b. squeaking sound
c. banging sound
d. humming sound
e. pinging sound
f. clicking sound

g. thumping sound
h. beeping sound
i. whirring sound
j. buzzing sound
Unit 17. Make an after-sales service call

24
– Frank, how important is after-sales service in your business?
– It’s absolutely essential to our business. If we don’t provide good after-sales
service and support to our customers, then we won’t get their repeat business
and we won’t get their word-of-mouth recommendations, which will bring in more
customers.
– And what does after-sales service and support entail?
– On the support side, it mostly entails our answering questions customers have
about the software or hardware they purchased from us. On the service side, we
have a team of technicians who can troubleshoot and fix most problems on the
spot. If a problem is more serious, we send the product back to the manufacturer
and provide the customer with a temporary replacement.
– So, who actually provides the support, and how do they do it?
– If the customers have a question or a problem, they can contact us online via
live chat or they can call our toll-free hotline, 24/7. When a customer first
contacts us, they are connected with one of our knowledgeable generalists.
These people know the machines and the software, and they can answer the
vast majority of questions people throw at them. If a particular question requires
more in-depth knowledge, then the customer is put through to one of our
experts.
– And will someone actually go out on-site?
– Most problems can be solved online or over the phone, but if required, yes, we
will send someone out to the customer.
– What about customer records? What part do they play in your after-sales
service and support?
– They are very important because they show us what equipment the customer
has, what problems they’ve had before, who’s dealt with them in the past, so that
we can check back and find out what sort of response we gave them earlier. We
also like to include a few personal details, so that we can ask them, you know, is
your cat well now? Were you able to get your car fixed? It just lightens up the
conversations a bit …
– Adding the personal touch?
– Yes, the personal touch.
– Who bears the cost of this service?
– At the end of the day, the customer. But what people don’t realize is that it is
expensive, and it has to be built into the cost of our products. Cheaper products
that customers think are a bargain may not be a bargain because they may not
give you the support and service you might need further down the line.
– Hmm. And what do you see the results of good service and support being?
– As I said before, repeat business and word-of-mouth recommendations—
people ... get a good feeling about you.

Unit 18. Present ideas for using social media for business
25
– Dan, I think we should be doing more with social media.
– Why? Our website gives people all the information they could possibly need
about our company and our products.
– True, but with the website, all our communication is one-way. Social media
would allow us to interact with our customers more. They could get to know us,
and we could get to know them better.
– Hmm, maybe. But from what I’ve been reading, it does little to boost sales.
Nobody’s interested in getting company ads on their social network page. They
just ignore them. Where would the return on our investment be?
– I think you may be thinking about this the wrong way. Social media is not
primarily a sales platform. Perhaps if you thought of it as both a public relations
and a marketing tool … one that we can use to build stronger relationships with
existing and potential customers.
– In what way?
– By engaging with them. Responding to their comments, suggestions, and
questions directly. Getting them to feel they have a personal connection with the
company. Finding out what they think about us.
– Sounds like a lot of idle chitchat to me. And the comments I’ve seen on some
company pages can be downright malicious.
– Negative comments are a challenge, but if they’re handled the right way, we
could actually win customers. I think that’s where a lot of companies go wrong.
They don’t respond to the negative comments; in fact, they don’t respond to any
comments at all. It’s important to build that two-way conversation; after all, this
is social media.
– What are we supposed to do then?
– You’ve got to keep in mind that social media as a platform requires soft-sell
techniques, not hard-sell. Some of the best sites I’ve seen focus on sharing
information related to the business or the products—things that are interesting,
relevant, or just fun for the customer. For example: a shoe company asked
customers to share pictures of themselves wearing a new pair of the company’s
shoes, or a dairy company posted videos on creative ways to use empty milk
cartons. On one of the professional networking sites, a company in Asia regularly
posts practical information about doing business in their region. Do you see
what I’m saying? These things give the company a personality that people can
identify with. It builds their trust and, hopefully, when it’s time to buy, the
company that sticks in their minds is the one they remember engaging with
online.
– So, what about the marketing side of this?
– You’re right about people ignoring ads, by the way. I do it, too, when I’m on my
page or looking at messages. But the exchange between the company and the
public is not useless chitchat. By collecting and analyzing what people say, we’d
be able to target our products and our marketing efforts better.
– Well, I’ll think about it. Have you already put together a strategy for this?
– I’ve put together a draft … I wanted to see how you felt before going any
further.
– Why don’t you flesh it out, then? We can talk about this more when it’s ready.

Unit 19. Describe export strategy
26
– Today, we welcome Charlotte Russo from the Department of Commerce,
International Trade Organization. Ms. Russo will talk to us about finding the best
approach to exporting for your company. Ms. Russo?
– Thank you, Charles. So, let me begin by saying that the exporting process
today is easier and has fewer steps than ever before. Depending on various
factors–including, among others, your company’s size, the products you are
exporting, the resources you have available, and the company’s level of
experience with exports—you may choose to sell directly or indirectly to foreign
markets. The way you choose to export your products can have a significant
effect on your export plan and specific marketing strategies. There are at least
four approaches, which may be used alone or in combination, depending on the
level of involvement the company wants in the export process.
The first approach is to fill orders passively from domestic buyers, who then
export the product. As far as the original seller is concerned, these sales are
indistinguishable from other domestic sales. It is the buyer who has decided that
your product meets some foreign demand. And it is the buyer who handles all
the exporting details and assumes all the risks. In some cases, the original seller
isn’t even aware that their products are being sold overseas. However, once they
discover this, many companies take a stronger interest in exporting their
products themselves.
A second approach is to look for domestic buyers who represent foreign end-
users or customers. Many domestic and foreign corporations, foreign trading
companies, foreign government agencies, foreign distributors, retailers, and
others make purchases for export. These buyers constitute a large market for a
wide variety of goods and services. With this approach, your company may know
that its product is being exported, but it is still the domestic buyer who assumes
all the risks and handles the actual exports.
A third approach is to export indirectly using intermediaries. With this approach,
your company engages the services of an intermediary firm that is experienced
in finding foreign markets and buyers for your products. Export management
companies and export trading companies, for example, can act as your
company’s export department, handling all the export arrangements on your
behalf. At the same time, you retain considerable control over the process and
can realize some of the other benefits of exporting, such as learning more about
foreign competitors, new technologies, and other market opportunities.
The fourth and final approach is to export directly. This approach is the most
ambitious and challenging because it means your company handles every
aspect of the export process from market research and planning to foreign
distribution and payment collections. A significant commitment of management
time and attention is required to achieve good results. However, this approach
may also be the best way to achieve maximum profits and long-term growth.
As I mentioned before, these approaches may be used in combination. For
example, you may have the resources and expertise to export directly to one of
your neighboring countries and choose to use an intermediary for opening up
new markets in say, Asia …

Unit 20. Review
27
– Hi Gina. I was just wondering when I would get your presentation. I thought
you were going to send it to me yesterday.
– Sorry, Sally. I noticed a mistake in one of the slides and I had to redo it. I’ll send
the presentation to you in a couple of hours.
28
– Advertising for the Wizard 2? I thought we were going to withdraw that
product.
– Did you see all the letters we got about that? Thousands of customers wrote
saying they wanted us to keep it.
– All right for now, I guess. But those customers will have to upgrade eventually.
29
– What happened to your plans to advertise on TV?
– We saw the rates for a 15-second spot. I was so shocked I almost fell off my
chair.
– So what are you going to do instead?
– We’re looking into some of the local television stations.
30
– Congratulations, Dora, on your shopping app! Did you expect that you would
win an award for it?
– Certainly not when I was creating it. I was just trying to solve a problem I had
finding things at the supermarket.
Unit 21. Discuss the effects of free trade

31
– If you ask people whether free trade is a good thing or not, you get a mixed
response. Why is that?
– Among the public, there is something of a love-hate relationship when it comes
to free trade. As consumers, most people love being able to buy a wide variety of
products at reasonable prices. So, already, we see one of the benefits of free
trade: increased choice. And with the appearance of new competitors in the
market, domestic producers have to work harder to keep their customers, which
may lead to lower prices and / or higher quality, another advantage for
consumers.
– But for companies, especially those in fledgling industries or industries that
are struggling, this increased competition would be an argument against free
trade, wouldn’t it?
– Well, yes. And if governments are trying to protect and support these
businesses, that’s where trade barriers come in. But as with domestic
competition, competition from abroad can have positive effects, such as
pointing out inefficient practices and policies.
– But aren’t goods imported from, let’s say, an emerging market country, cheaper
simply because labour is cheaper?
– Cheaper labor certainly does have an impact on production costs and
therefore on the selling price of imports. And this is where the hate part of the
love-hate relationship I mentioned earlier comes in. Free trade is a two-way
street, and if a domestic producer decides it’s cheaper to source raw materials or
labour from abroad, that may mean the loss of jobs at home and a push to drive

domestic wages down, what is referred to in the press as “the race to the
bottom.”
– But that’s a two-sided coin, isn’t it? I imagine the creation of new jobs in the
other country would be a positive outcome of free trade. And as people earn
more, their standard of living increases—they consume more and become more
demanding in terms of the variety and quality of the items they buy.
– Ideally, yes, and we see this happening now in several countries, such as
China, where the demand for American-made products is high. According to
classic theory, this increased demand leads to increased production and more
jobs.
– Some people say that free trade is bad for the environment. Would you agree?
– There are arguments on both sides of this issue, or issues I should say, since
there are many, such as increased pollution and fuel consumption caused by
transporting imports and exports, or the depletion or destruction of natural
resources in favor of trade and revenues over environmental protection.
However, many companies are working hard to be “green” and have made
sizable investments in newer technologies and bio fuels. In the end, I think it’s
the consumer’s decision. If you object to the policies surrounding a product or
the impact that the production of a certain product has on the economy or the
environment, don’t buy it. That’s probably the most powerful weapon consumers
have.
Unit 22. Network at a trade show

32
– 1. a. graduate (n.), b. graduate (v.)
– 2. a. affiliate (n.), b. affiliate (v.), c. affiliated
(incorrect), d. affiliated
– 3. a. corporate (adj.), b. corporate (incorrect),
c. incorporated (incorrect), d. incorporated
– 4. a. delegated (incorrect), b. delegated,
c. delegates (n.), d. delegates (v.)
– 5. a. duplicate (n.), b. duplicate (v.)
– 6. a. separate (adj.), b. separate (v.)
Unit 25. State the objectives of a negotiation

33
– Jason, what are the differences between a win-win and a win-lose negotiation?
– Well, Nicki, it really comes down to numbers versus relationships. If your goals
are purely financial, for example, don’t go for a win-win negotiation. Win-win
negotiating is used when you are looking to develop long-term relationships. As
a result, it’s important to learn as much as possible about the other side’s
interests, and then use this information to find creative solutions that benefit
both parties.
– But shouldn’t we try to learn as much as we can about the other side in any
type of negotiation, be it win-win or win-lose?
– Yes, but the way we use that information is different. As I just mentioned, if
you are looking for a win-win outcome, then you want to use the information you
have to come up with a deal that’s good for everyone. And you don’t want to hide
information about your own interests. The more both sides know about each

other, the easier it will be to arrive at a mutually beneficial agreement.
– So, how would we use information in a win-lose negotiation?
– In a win-lose negotiation, your interests are usually at odds with those of the
other side. You use the information to help you make the right first offer, but you
shouldn’t reveal information about your own circumstances. Anything you reveal
the other side can use to their benefit and your loss.
– In a win-lose negotiation, you recommend making the first offer, then?
– Yes, because the first offer has a strong influence on bargaining. So, you need
to start negotiating at the right price. That said, you mustn’t be greedy; after all,
you don’t want to scare the other side away from the bargaining table.
– So, when preparing for a negotiation, is it important to know whether you are
going for a win-win or a win-lose outcome?
– Absolutely, because this will affect the objectives you set and shape your
strategy for the entire negotiation.
Unit 26. Make and respond to offers

34
– Is it necessary to justify an opening offer?
– If you can provide justification for your position, the other side is less likely to
try to negotiate price and terms as strongly. Negotiators who justify each offer
they make and demand justification from the other side for counterproposals are
better able to take control of the negotiation process and achieve outcomes that
are more reasonable.
– Can I be held to an informal offer or off-the-record comment I made?
– In negotiations, there is no difference between an informal proposal and a
formal one. If the other side hears your “informal” proposal or “off-the-record”
comment, their expectations are set and you will usually be held to that position.
– Why should you open high?
– Those who have high goals tend to achieve those goals. By opening high, you
not only make it more likely that you will obtain a better result, but you also give
yourself room to make concessions during the process.
– Is it a good idea to state a price range?
– Not really. When you give a price range, you divulge your reservation price,
which weakens your bargaining position considerably.
– If price is the main factor in a negotiation, why can’t I simply say what I’m
prepared to pay?
– You can, but you’d better make it clear that you don’t intend to haggle, and you
should be prepared to back up your number with facts.
– What do I do if the other side suggests completely unreasonable terms?
– The most important thing is to let them know that you don’t take the offer
seriously. You can do this by making a joke, you can say that it is entirely out of
your range, or—if you really want to make a point—you can say, “Let me know
when you’re ready to negotiate seriously,” and then walk away from the table.
That will get the other side’s attention.
Unit 27. Overcome obstacles during a negotiation

35
Conversation 1
– So, are we ready to close the deal?

– We’d like to give the contract another once-over. We’ll let you know when we’ve
made a decision to move forward.
36
Conversation 2
– We’re really impressed with your track record. We’d love to have you on our
team.
– Thank you very much, but I’d like a couple of days to think it over. Would that
be all right?
37
Conversation 3
– Surely, a 15% discount for a long-term partner like us isn’t too much to ask?
– Well, I can’t promise 15%, but let me take another look at the projections. I’ll
see if perhaps we can work something out.
Unit 28. Discuss changes in the workplace

38
I graduated from the university last year, but I still don’t know what I want to do.
That’s why I do temporary work. Being a temp means I get to do different types
of work for different companies, so it’s almost never boring. It gives me a chance
to try things out and decide what I like and what I don’t like. My assignments
usually last from a week to three weeks, so I never have to worry about being
stuck in a job I hate. Furthermore, I decide whether to accept an assignment, so I
can schedule work around my life.
39
Sure, working freelance gives me lots of autonomy and independence, but
sometimes that’s the problem. If I’m having difficulties with something, I’m on
my own. I don’t really have a supervisor, so I don’t know who to turn to when I
need advice. Moreover, I miss being part of a team and just having people to talk
to during the day.
40
Working nights can be a challenge, but personally, it suits me perfectly. I get
home at 5:30 and I don’t have to leave again until 8:30 at night. This means I
have time to take care of my family in the morning and evenings. When the kids
have left for school, I sleep for a few hours, and then I do whatever else I need to
do during the day. Besides, the night shift pays much better than the day shift.
Unit 29. Discuss changes and trends in the job market

41
Jamie Casey is a career counselor speaking at a business-networking luncheon
about career choices.
So, how do we know if a job is at risk? Well, in a recent study on the susceptibility
of jobs to computerization, researchers at Springfield University estimate that
about half of current US jobs are in the high-risk category. In other words, these
jobs could easily be automated within the next 10 to 20 years. The study ranks
approximately 700 occupations according to their probability of computerization
or automation. Those occupations with a probability of 70% or higher were
labeled in the high-risk category.
With the introduction of bar codes for inventory and sales purposes, self-service
kiosks and e-commerce where customers can place and pay for their orders

without human interaction, and automated business services, it is probably not
so surprising that, besides sales occupations, most workers involved in
transportation and logistics occupations, as well as the bulk of office and
administrative support workers and those in production occupations, fall into the
high-risk category. More surprising is the fact that a substantial portion of
occupations in the service sector also fall into the same risk category.
Jobs at low risk of elimination are characterized by what the researchers termed
creative and social intelligence. Many education, community service, arts, and
media jobs fall into this category, as do those in the health care, science,
business, computer, and engineering professions. However, I suspect that there
are still some jobs and tasks within these sectors that could eventually be
automated. Let me pause here …
Unit 30. Review

42
– I’ve been trying to get this to work for hours, but no luck. Do you have any
ideas?
– I’m afraid I can’t figure it out, either.
43
– What on earth did you offer them a 20% discount for? And right at the start!
We’ll never get a higher price out of them now!
44
– Sorry about all the mistakes I made managing that last project.
– Don’t worry about it, Helen. I think you’ve learned your lesson … just try not to
make the same mistakes again.
45
– That’s as high as we can go. If you can’t meet that price, we’ll have to look for
someone else.
– Well, it may end up costing us money, but we’ll take it. You are a valuable
customer to us.
46
– I like working for a small company. I have more responsibility and I am learning
much more about how the business works. Besides that, the staff is very close—
it’s almost like having a second family.
47
– I have worked freelance for many years, but miss the stability of a 9 to 5 job at
a big company. As a freelancer, I only get paid for the projects I work on. There is
no such thing as a paid vacation. If I’m not working, I’m not earning money.
Moreover, I have to pay twice as much in taxes.
Unit 32. Discuss global trends

48
Part 1
– We’re back this week, continuing our discussion of the future of business. In
earlier podcasts, we’ve looked at how the world of work will change. This week,
we turn our focus to some of the global trends shaping the business world. We
are joined by Dr. Gwen Sorenson, a Senior Futurologist with the Cosmos Futures
Institute. Is it all right if I call you Gwen?
– By all means, please do, Richard.

– Gwen, before we start, what kind of time frame are we looking at when we talk
about global trends?
– The trends I’ll be covering today are all rooted in developments over the past
several decades, but which we expect to see gain even more momentum during
the next few years.
– So, where should we start?
– Let’s start with demographics since that touches on an earlier topic in this
series. On the one hand, we have countries with aging populations and shrinking
workforces. In some developed nations, the number of people retiring is greater
than the number of people entering the job market. On the other hand are
countries with relatively young, growing populations. Even though the global
population is growing, the number of skilled workers is shrinking, and, in some
areas, the need for skilled labour is already severe. This will increase the
competition among global businesses to attract and retain the most talented
employees—no matter where they are located.
– Isn’t a lot of that talent going to come from places like China or India?
49
Part 2
– As you may have guessed, there is going to be a bit of overlap among these
global trends. And the increasing global power of emerging markets, such as
China and India, is among them, but not simply because of their population
growth. These markets, which were once so attractive because of their cheap
labour, natural resources, and low-cost production, are now coming into their
own. Companies that have “grown up” in these markets, companies that had to
be creative and efficient in order to produce lower cost products for their local
consumers, are emerging as efficient, flexible, and innovative market leaders
ready to move beyond their domestic borders—and may prove to be serious
competition for more established multinationals.
– And technology is making that a lot easier for them to do, isn’t it?
– Innovation in technology and the Internet have profoundly changed the way we
all work. If you’re old enough, you can still remember what it was like just 20 odd
years ago. How many people had an email address? This rapid innovation will
continue to be a major trend, with the focus now on creating a smarter, more
connected, mobile world. It is changing the way businesses communicate and
collaborate with their employees, their customers, and their partners. It is
blurring the boundaries between industries and jobs. And we are just starting to
realize the potential of all the data that is being made available.
– And what about climate change and energy issues? How will those affect
business in the future?
– Clean-tech has been slow in coming, but it seems its day has arrived.
– I’m sorry … clean-tech? I assume that’s short for clean technology?
– That’s right. It refers to technology, products, and services that benefit
consumers while at the same time addressing the environmental concerns you
mentioned: global warming, natural resources, energy, and sustainability. The
trend is toward mainstreaming clean-tech as global companies realize its
importance to their industries. A survey done a few years ago showed that clean-
tech is an organization-wide or business-unit-level initiative for almost 90% of the
responding corporations, the overwhelming majority of which expect to increase
clean-tech spending in the next several years. Companies are also facing

pressure from stakeholders and governments to demonstrate their sustainability
—and in many countries, the issue of making sustainability reporting mandatory
is being considered.
– I’m afraid that’s all we have time for. Thank you for joining us today, Gwen.
Unit 34. Discuss the benefits of corporate social responsibility

50
– Our Board of Directors has started pushing CSR. To me, it seems we’d just be
throwing money away. How can philanthropy be good for our bottom line?
– First of all, we need to make it clear that corporate social responsibility is not
philanthropy. If you look at the list—and the performance—of companies that
consistently have top ratings for CSR, you will see some of the leading
companies in a variety of industries including technology, manufacturing,
communication, and entertainment. You can be sure they’re not doing it because
it’s bad for business. However, when deciding what initiatives to undertake, it’s
important to assess them thoroughly, to make sure they are aligned with
corporate goals and company values, so that they end up contributing to profit
rather than being a cost. CSR is an investment, and you want a return on that
investment.
– Alright. So how can CSR initiatives do that?
– In several ways. For one thing, CSR initiatives can help you to reduce costs. An
environmental initiative that focuses on saving energy and reducing waste is a
good example of a win-win situation. The company spends less on utility costs
and materials, and at the same time reduces its greenhouse gas emissions and
the amount of waste going to landfills. The more efficient your operation, the
greener it gets.
CSR can also lead to better-satisfied, more loyal customers by improving the
company’s reputation. If your customers think highly of you, then they are more
likely to buy your products and services and more likely to tell their friends.
Recent surveys have shown that customers are more likely to buy from
companies that support and engage in programs that improve society. Benefit to
the company: free word-of-mouth advertising and increased sales.
A company’s reputation is important to employees as well; employees want to be
proud of where they work. CSR initiatives that focus on employee well-being can
improve productivity; initiatives that are aligned with employees’ personal values
will increase motivation. Furthermore, more and more job seekers are looking at
companies’ CSR programs before deciding who to work for, so companies that
are viewed as being socially responsible attract higher caliber candidates.
Bottom line: happier, healthier, higher-quality employees doing a better job for
you.
And finally, I’d like to mention communities. CSR initiatives give you an
opportunity to engage with the local community, the community where you
operate and where your employees live. Through CSR, you can create a
relationship with the community and become a part of the community, which will
enhance local support for your company over the long term. Effect: a solid, loyal
customer and employee base.
– So, besides obvious CSR initiatives like recycling what ideas do you have …

Unit 35. Discuss attitudes toward whistle blowing
51
Part 1
– Do you feel the role of whistle-blowers is an important one?
– Definitely. There are cases where information from whistle-blowers has saved
the lives of entire communities, prevented severe environmental damage,
protected consumers from harm, exposed corruption or the mishandling of
investor or public funds. Without whistle-blowers, these cases would have
remained secret. Unfortunately, these people are in the minority.
– What is it that makes the decision to blow the whistle so hard?
– Most of us, if we like or value our jobs, don’t want to rock the boat. If we
discover evidence of wrongdoing or misconduct, we are caught between feelings
of loyalty to our employer and doing what’s right. In many cultures, a stigma is
attached to whistle-blowing; whistle-blowers are labeled as disloyal, traitors,
snitches, or rats. In addition, there is the genuine fear of retaliation by the
organization, which could have extreme consequences, including losing your job,
being blacklisted, being sued, or even going to prison. It’s easier just to keep
quiet.
– What do you recommend people do if they have a concern?
– Employees should check whether their organization has a whistle-blowing
policy. If there is one, it’s probably stated in the code of ethics. These generally
encourage employees to report wrongdoing or misconduct and contain a non-
retaliation clause. Employees may want to go through the chain of command at
their workplace, speaking first to their direct supervisor, and then if nothing
happens, move up the chain. At the same time, it would be worthwhile to check
out what resources and assistance are available in your area. A lot of
information is available online.
52
Part 2
– Are there any guidelines about when someone should make a disclosure?
– It’s important to remember that not every complaint involves wrongdoing.
Whistle-blowing is about reporting serious or illegal misconduct. When
considering whether to blow the whistle or not, there are a number of things to
bear in mind, but since our time is short, I’ll mention three. First and foremost is
the magnitude or seriousness of the situation. How many victims are there or
might there be? Will those victims benefit from the disclosure? If there is only
one victim, or if the damage is minor, this situation is not one that would call for
whistle-blowing. Second, you need to consider the probability or likelihood that
the harm or damage will happen. If you are not sure, you probably shouldn’t
make a public disclosure, but mention your concerns instead internally. Making a
disclosure without evidence could land you in court facing a libel suit. Third is
the urgency of the situation. The more immediate the danger, the more likely it is
you have a whistle-blowing case. Disclosing information about the release of
deadly chemicals into the water supply next week is more urgent than revealing
that a company is secretly planning to shut down its operations next year.
– So, if your situation doesn’t meet these criteria, you would suggest an
alternate course of action?
– Yes … talk to your employer, or if that doesn’t work for you, consult with an
organization that handles such cases. They should be able to give you advice,

and you can probably do this anonymously. What you don’t want to do is act
before carefully considering your options. And keep in mind that a situation that
might be appropriate for whistle-blowing in one culture—whether that’s the
culture of a country, an organization, or a profession—may be very different from
that in another.
Unit 36. Describe the attributes of a leader

53
So the question asked is, “What makes a good leader?” Let me start my answer
with a correlation—children of every culture grow up hearing tales of heroic
leaders who take incredible risks to save villages, princesses, lonely children or,
perhaps, all humanity from monsters, witches, and other evil forces. As a result,
we are accustomed to our heroes being larger-than-life.
If we are to trust our business leaders, shouldn’t we expect them to have many
of the same attributes that our childhood heroes had? Qualities such as strength,
goodness, honesty, compassion, and outrage against injustice. In fact, these are
exactly the traits we expect of our leaders, and we expect more.
We expect our leaders to listen to us, to understand us, and to help direct us in
our work. Many of the qualities we demand of our leaders are “people skills”
because, in fact, leaders are in the business of influencing behavior, of aligning
people toward common goals, and of empowering them to take whatever actions
are needed to reach these goals.
Leaders should be open-minded, enthusiastic, and passionate. One of the chief
missions of a leader is to share that passion with others in the organization.
Leaders must have a diversity of experience that they can call upon when a crisis
occurs. Leaders must always be learning and trying to improve. In this way,
leaders are role models to those around them. Leaders must be superior
communicators, for they need to interact with people at all levels of the
organization, as well as represent the organization publicly.
But the one, absolutely essential, leadership quality that invariably shows up on
every list is integrity. What’s right for the company may be wrong ethically. If
employees are faced with such a dilemma, they must be able to look to their
leader to serve as the moral compass. And it is in these decisions …
Unit 37. Describe leadership styles

54
Our team has been working together for years and years. We know our jobs
inside and out, and we’ve completed countless projects successfully. We’ve
never had any problems at all—until last month. That’s when our new manager
arrived. He wants to be involved in everything, and he won’t let us make any
decisions at all. Most of the time, he never even asks us what we think—he just
tells us what to do. Morale on our team has never been so low.
55
I only started working at my company quite recently. I really like the friendly
atmosphere and the way they want us to feel like part of the team—by
encouraging us to contribute feedback, ideas, suggestions, and so on. But
sometimes that can be very frustrating for me. I haven’t been here long enough
to be able to give much input. There are times when I’d rather they just tell me

what I need to do. Once I feel more comfortable in my position, then maybe I’ll be
able to contribute more.
56
I was involved in a project at work recently that ended in a shambles. Our boss
basically, just put a bunch of us together, told us what the project was, and that
was it! She expected us to work out all the details, create a timeline, figure out
who was going to do what. We were all pretty good at our own jobs, but we’d
never really worked together as a team before. There was constant bickering …
nothing got done on time. We resented each other and our boss. I mean, isn’t
organizing stuff like that her job?
Unit 38. Offer and respond to congratulations

57
– Hello, Peter! Sorry to have kept you waiting!
– Hello, Allison. No problem. I was just thinking about my presentation at the
Board meeting yesterday.
– Speaking of which, that was quite a performance! The Board was really
impressed with the Shop Way deal. When do you start shipping?
– Next week. We’ve already received orders for half the minimum purchases for
this year. And just this morning, I got a call from Donna Williams about the
possibility of producing a cheaper line to be marketed as a Shop Way house
brand.
– That’s terrific! The new plant will be coming on line just in time.
– You said it! We may even have to think about expanding it before long.
– Peter, I’d like to congratulate you on the fine job you’ve done over the past
year. It looks as if the man we hoped would save AP will end up making it one of
our most successful profit centers.
– I’m just glad I’ve been able to live up to your expectations.
– Lived up to them?! You have far exceeded them. In fact, that’s something I’ve
been meaning to talk to you about. As you know, UEI is going through a period of
growth and expansion. There are a number of very attractive opportunities within
the organization for a person of your calibre. As you’re aware, we’ve concluded
several acquisitions recently, and we hope to be creating a number of new
positions for vice presidents at the divisional level later in the year. It would
mean assuming the responsibility for several operating companies, but I’m sure
you could handle the challenge.
– I appreciate your confidence, Allison, I …
– Don’t say a word. You’ve earned it all. And now a toast … to the future!
– To the future!
Unit 40. Review

58
– So, Della, what do you think I should do about the reference for Louise?
– The person you fired for being absent from work so much?
– That’s the one. As I see it I’ve got two options: give her the good reference she
wants, or just confirm her dates of employment.
– Honestly, Charlie, I don’t see how you can give her a good reference. I know
she needs the job, but you have to consider the other company, as well. How

would you feel if you were in their shoes and you got a positive reference for
someone who later turned out to be unreliable?
– But what if she really has changed?
– That’s not for you to decide. Your reference should be based on the
performance you observed while she was here. You let her go because she was
costing us time and money. If I were you, I’d confirm dates of employment and
nothing more.
– That’s almost as bad as writing a negative reference. And you know, her work
wasn’t always bad. It was only when she started having those personal problems
that things went downhill. If she really has turned her life around, then she
should at least be given a chance to prove herself.
– Charlie, I think you’ve just answered your own question. If someone calls
asking for a reference for Louise, tell them what you just told me. That way,
you’re being honest with the other company and fair to Louise.

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Berlitz Biz English 8 (Complete) SG PDF

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Business English

NOW WITH ONLINE PRACTICE

Berlitz Languages, Inc.

Copyright© 2018 Berlitz Languages, Inc.

Berlitz Trademark Reg. U.S. Patent Office and other countries

First Digital Edition — August 2018

For use exclusively in connection with Berlitz language instruction.

Berlitz Languages, Inc.

Business English 8 Complete

To get the most of your English program, you should …

• attend all your scheduled classes

• do all online and customized practice assignments

• review each unit after class

• preview each unit before class

• practice speaking English anytime you can

• visit English websites to learn more about unit topics

• read English magazines, books, and newspapers

• watch videos, movies, and TV programs in English

• try to speak and learn more English every day!

We wish you great success with your English studies!

The Berlitz Team

©2018 Berlitz Languages, Inc. v

Student Guide Features

vi ©2018 Berlitz Languages, Inc.

The Student Materials Portal provides access to online and downloadable Student Guides,

©2018 Berlitz Languages, Inc. vii

SPEAKING GOAL PAGE TOPICS GRAMMAR

Describe a company’s 1 Company's visions and to be + infinitive. For example: Our

Describe a company’s 5 Company's cultures Terms related to company culture

Discuss ways to 10 Implementing change It makes me (feel) …

Conduct a meeting 14 Meetings I: Chairing References with of which, whose

Involve participants 19 Meetings II: Uses of to make. For example: to make

Handle meeting 24 Meetings III: Polite demands or requests

Wrap up a meeting 28 Meetings IV: Expressions used when wrapping up a

Describe your core 32 Business activities and Adding emphasis using It + to be +

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Describe growth 36 Strategy Gerunds as subjects. For example:

Draft a proposal 53 Writing proposals Expressions used in

Suggest ways to 58 Innovation and Placement of frequency adverbs

Discuss innovation 63 Innovation strategy Questioning the status quo

Make an after-sales 80 After-sales service Phrases for making an after-sales call

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Assess and follow up 114 Follow-up Making initial follow-up calls

Decide on an 119 Negotiations I Responding to ploys

Make and respond to 131 Negotiations III Language of offers in negotiations

Overcome obstacles 136 Negotiations IV Giving an update

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Negotiations terms from poker. For

Discuss changes in 141 Work environment Adding information: furthermore,

30 Review 151

Discuss the impact of 166 Conjunctures Describing implications: modals +

Discuss global trends 171 Global trends Future perfect

Discuss attitudes 185 Whistle-blowing Stating circumstances: Review of

Describe the 189 Leadership I Personal qualities and traits of leaders

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Describe leadership 195 Leadership II Terms to describe styles of leadership:

Offer and respond to 199 Congratulations Offering and accepting congratulations

40 Review 213

Complete Audio A-1

xii ©2018 Berlitz Languages, Inc.

In this lesson you will ...

Describe a company’s vision and

vision succinct to be + infinitive. For example: Our mission is to