Market Leader 3rd edition Intermediate Answer key

Unit 1
Vocabulary

A
1 d 2 c 3 b 4 e 5 a 6 i 7 j 8 f 9 h
10 g　 11 m 12 n 13 k 14 o 15 l

B
brand
1 awareness 　　2 loyalty 　　3 stretching 　　4 image
(You could point out that ‘raise awareness’ is another form of word partnership, this time between a verb an a noun.)

product
5 endorsement 　　6 lifecycle 　　7 range 　　8 placement

market
9 leader　10 segment　 11 challenger　12 research

Listening
A
A brand:
1 helps people to become familiar with a product.
2 gives a product an identity. ✓
3 increases the sales of a product or service.
4 enables the target consumer to decide if they want the product or not. ✓

B
A brand’s main function is ‘to enable you to choose one thing from another – often in markets where there is very little actual
difference between, you know, the product’.

C
Chris Cleaver’s company has helped Nokia:
• with the question of what the Nokia brand represents and how customers relate to it – to get them to think of it as the ‘master
brand’.
• to develop parts of their offer (point out this specialised use of offer) and keeping the brand fresh with multimedia devices,
not just ‘phones’.
(Point out Chris’s use of Firstly and And to signpost these two main ideas.)

Reading
B
The only point specifically mentioned is:
2 　 Investing in markets that may take some time to grow: ‘You have to look for newness, look for what is happening next.
Forget the calculator.
Understand the people from different countries
and what they want.’ (lines 24–28)
‘… a brand should go to its customers but that it should anticipate their needs and invest early in markets that may not
show real growth for up to six years.’ (lines 67–71)

C
1 demands 5 understand
2 label 6 forget
3 exclusivity 7 double
4 look for 8 of luxury

Language review
A
usually (PS) this year (PC)
every day (PS) now (PC)
often (PS) nowadays (PC)
once a month (PS) currently (PS and PC)

1 / 33
at the moment (PS and PC) these days (PS and PC)

B
1 a) is working
b) spends (or spend) (Explain that you can treat a company as singular or plural.)
2 a) sells (In this case, the singular must be used to agree with its products.)
b) is negotiating (or are negotiating but this wouldn’t be consistent with the previous sentence)
3 a) are launching
b) have (because have is not used in the continuous in this context; are having would be very strange here)

C
1 is growing 7 see
2 holds 8 are beginning
3 dominates 9 are becoming
4 operates 10 generate
5 generates 11 holds
6 focuses 12 is growing

Skills
A
1 The football club that the client currently sponsors is asking for too much money,and the client is looking for a sport with
more excitement and a bigger effect.
2 Ice hockey, baseball, tennis, Formula One motor racing
3 Motor racing because it is fast, exciting and has good TV coverage, which means that the client would get a lot of exposure
(explain this word). It would strengthen their image. (Explain, if necessary, by pointing out the connection between
strengthen and strong.)
4 He must contact the client to see if they are happy with the choice. (Point out the use of the expression happy with.)

B
1 How about
2 What do you think
3 I’m not so sure
4 That’s true
5 how do you feel about this
6 In my opinion
7 Why don’t we

C
1 Asking for opinions: What do you think, How do you feel about this
2 Giving opinions: In my opinion …
3 Agreeing or disagreeing: I’m not so sure, That’s true
4 Making suggestions: How about …, Why don’t we …

Unit 2
Starting up
B
1 room
2 luggage
3 queues
4 food
5 trolleys
6 seats (Point out that this is the word used, not chairs or places.)
7 cancellations
8 jet
9 checks (not controls)
10 cabin

C
Traveller 1
not enough legroom
poor-quality food and drink
Traveller 2

2 / 33
long queues at check-in
no baggage trolleys available
flight delays and cancellations
Traveller 3
lost or delayed luggage
overbooking of seats (‘they overbook seats’)
jet lag

Vocabulary
A
1m 2k 3n 4f 5j 6l 7c 8b 9e
10 d 11 o 12 a 13 h 14 I 　15 g

The British English expressions are underlined below:

1 subway a) line
2 city centre b) lift
3 carry-on baggage c) public toilet
4 one way d) schedule
5 return e) economy class
6 freeway f ) single
7 rest room g) first floor
8 elevator h) bill
9 coach class i) booking
10 timetable j) round trip
11 car park k) downtown
12 queue l) motorway
13 check m) underground
14 reservation n) hand luggage
15 ground floor o) parking lot

B
2 parking lot 6 line
3 carry-on baggage 7 downtown
4 subway 8 reservation
5 schedule 9 elevator

Listening
A
Location of hotels ✓
Good links with underground networks ✓
Close to the airport ✓
Totally non-smoking
Good restaurant
Close to client’s office ✓
Technology ✓ Internet ✓ Business centre ✓
Swimming pool
Translation services ✓
Free transport to hotel

B
Breakfast1 on a daily basis
Membership to the health club2
Newspapers
Transportation to and from the airport3
A shuttle service to:
a) the local department store4
b) the offices5 in which the client works

C
Technology: high-speed Internet, television on demand, lower cost telephone calls
Environmental policies: water conservation, low-energy lighting in bedrooms
3 / 33
Reading
B
Edmond Moutran John Cox
job Chairman of Memac runs a
Ogilvy & Mather publishing
consultancy
nationality Lebanese British
travel Dubai, Bahrain, mainly the
destinations UK, Cairo, Jordan, US
Jeddah, Riyadh,
Kuwait, Tunis,
Algeria, South
Africa, Barcelona,
Paris
amount of air 60% of working 80,000 to
travel week 100,000
miles per
year
choice of first class or economy
class business class class
choice of Middle East Airlines United and
airline (MEA), followed by Star Alliance
Gulf Air, Emirates, airlines
British Airways, Air
France
likes new aircraft and cheap fares,
equipment; well- frequent-flyer
trained,fresh, points to get
energetic staff; upgrades
airline lounges
(good chairs, plenty
of newspapers and
TV); extra-special
treatment at airport
dislikes attitude of crew expensive
and staff; problems fares, taxis
with ground staff;
lack of openness by
airlines when there
are problems and
delays
travel to car to airport public
airport provided by airline transport
hotel not mentioned wireless
requirements Internet
access, good
laundry
service

D
1f 2g 3e 4a 5b 6c 7d

E
1 peak travel 5 boarding pass
2 frequent-flyer points 6 check in
3 upgrade 7 lounge
4 ground staff

Language review
A
1 ’re going to 4 ’ll
4 / 33
2 ’ll 5 ’ll
3 ’re going to

B
1 are staying
2 departs
3 does the conference begin
4 are you doing
5 does this train get
6 am travelling

C
Sample answers
1 The flight’s delayed, so I’m going to wait in the lounge.
2 OK, I’ve decided. I’m going to book the next flight to New York.
3 Let’s check the timetable. The flight leaves at 18:30.
4 It’s OK, I don’t need a lift. I’m taking a taxi to the airport.
5 Friday afternoon? I’ll just check my diary. I’m not doing anything special.
6 There are two flights to Hong Kong on Friday. I’ll catch the later one.
7 It’s all arranged, we’re meeting at five in reception.
8 Next week, we’re flying to Munich for the conference.

Skills
A
1 a) To arrange a meeting for the following week
b) The meeting is arranged for Wednesday at 2 p.m.
2 a) To advise Cristina of a delay and rearrange the meeting
b) A message is left for Cristina to call her back.

B
1 I’d like to make an appointment
2 day would suit you
3 How about Wednesday
4 you make it
5 me check the diary
6 What about

C
1 Will you hold 4 preferably
2 but something’s 5 Could she call
come up 　 me back
3 I’d like to meet her 6 020 7855 3814

Unit 3
Vocabulary
A
down- de- up- re
grade centralise date assess
size regulate grade develop
launch
locate
organise
structure
train

B-C
Exercise B
1 reorganised 7 upgrade
2 restructure 8 decentralise
3 relocating 9 redevelop
4 downsized 10 update
5 retrain 11 deregulate

5 / 33
6 relaunch 12 reassess

Exercise C
1 the office layout was reorganised
2 restructure the company
3 relocating their operations
4 downsized its workforce
5 retrain all sales staff
6 relaunch (the product)
7 upgrade the computer system
8 decentralise the decision-making process
9 redevelop the disused car-park site
10 update the whole image
11 deregulate the industry
12 reassess the situation

Reading
A
1 False
2 False
3 False
4 True

B
1 dramatic (line 2)
2 decade (line 5)
3 breaking down (line 8)
4 trailblazer (line 22)
5 rival (line 23)
6 enviously (line 24)
7 turnaround (line 29)
8 the bottom line (line 47)

C
1e 2a 3d 4h 5f 6b 7g 8c

D
3, 6, 7, 10, 11, 12

Listening
A
1 going to change 4 fully engaged
2 measure that change 5 themselves
3 been successful 6 to them

B
1 change fatigue
2 getting leaders engaged and aligned around the change

C
1 to create better value / a future for the organisation
2 a) the number of people involved in the development stage of the project
b) the number of hours over which this‘conversation’ took place

Language review
A
Past simple: in 2010, yesterday, last year, six months ago
Present perfect: since 2009, yet*, ever
Both: this week, recently

B
1 has been/gone

6 / 33
2 has experienced
3 introduced
4 permitted
5 abolished
6 has recently become/recently became
7 has shown
8 declared
9 has also made
10 became
11 have appeared
12 was
13 have changed

Skills
B
1 Smokers have been leaving cigarette ends outside the building.
2 To allow smokers to smoke on the balcony outside the restaurant.
3 Because non-smokers like to use the balcony to relax.
4 To allow smokers to have a longer break in the morning so that they can go to the park for a cigarette.
5 No. The decision is postponed.

Case Study
Comment
For example:
Asia Entertainment (AE) seems to be a suitable company for Decker to buy because it’s strong in the areas that Decker wants
to develop.
However, there may be a clash between Australian and Chinese ways of doing things.
Scott Henderson, though fluent in Mandarin, may be seen by AE as an assertive outsider.

Interview with Scott Henderson

For example:
The acquisition will benefit the group and boostearnings, although not immediately. Additional costs will be incurred at the
beginning, but nothing’s been decided about staff cuts. In the long term, they aim to expand the TV channels and import
Australian films. He doesn’t foresee ongoing problems with the cultural differences.

Working Across Cultures 1

D
1 Antonio Silva, from Belo Horizonte, Brazil, and James Whitfield, from Atlanta, Georgia, US.
2 a, b, c, d, e, g

E
1 Nice to meet you.
2
Antonio James
Type of office
company equipment
Job title Sales Manager Systems Analyst
Company not too good, sales up last
performance redundancies and quarter, but
cost-cutting worried about
the future
Flight exhausting, long, turbulent,
stopped over in but food and
Los Angeles service OK
Accommodation in cheap hotel a staying with
few blocks away; daughter
not many downtown
facilities,
couldn’t use
business centre

F
7 / 33
1 a) Nancy Chen
b) Ludmila Poigina
c) Klaus Liebermann
2 Whether they’ve visited Seattle at all and which speakers are worth seeing.

G
1 systems analyst
2 This is
3 sales manager
4 How do you do
5 Pleased to meet you
6 Managing Director
7 Frankfurt subsidiary
8 St Petersburg

H-I
Exercise H
a) Nancy b) Ludmila c) James

Exercise I
David Broadus: has written a lot of books on information systems; a very stimulating speaker;obviously knowledgable about
his topic
Jerry Chin: expert on management software; shouldn’t be missed

Revision Unit A
1 Brands
Vocabulary
1b 2a 3c 4c 5c 6a 7b 8a
9b 10 b

Present simple and present continuous

1 loves 7 are trying
2 does 8 are not working
3 works 9 are attending
4 is gaining 10 knows
5 know 11 want
6 is spreading 12 believes

Skills
1 views 5 How
2 opinion 6 see
3 Why 7 so
4 afraid 8 Perhaps

2 Travel
Talking about the future
1 ’ll 3 ’re going to
2 ’s going to 4 ’ll

Skills
1 How 5 up
2 like 6 back
3 leave 7 sure
4 reason 8 Thanks

3 Change
Vocabulary
1 reassess (all three)
2 downsizes, downsizes, has downsized
3 update (all three)
4 deregulate (all three)
5 retrain (all three)

8 / 33
Past simple and present perfect
1 have your offices been 2 were you 3 was
4 decided 5 have you ever regretted 6 were
7 soon realized 8 has developed 9 have had
10 stood 11 have already increased
12 has remained 13 Have you had to
14 have not been

Cultures: Socialising
Exercise 1
1 Nice 5 journey
2 I’m 6 tiring
3 Where 7 staying
4 How 8 like

Exercise 2
1 How’s business? / How’s your business doing?
2 What do you do? / What’s your job?
3 Have you seen / visited any of the city (yet)?
4 How did you come / travel / get to the conference?
5 Did you have any problems / difficulty finding the (conference) centre?
6 Where are you staying? / Which hotel are you staying at?
7 What’s your room like?
8 Are there any talks you (particularly) want to go to? / Which speakers are you interested in?

Unit 4
Vocabulary
A
1 e 2 h 3 a 4 d 5 f 6 b 7 g 8 c

B
1 warehouse 5 factory/plant
2 subsidiary 6 headquarters
3 call centre 7 outlet
4 distribution centre 8 service centre

C-D
Exercise C – sample answers
2 Answer calls from customers
3 Recruit staff
4 Sell products or services
5 Make products
6 Find the money to invest in new activities
7 Do paperwork (teach this word)
8 Deal with contracts, regulations and any disputes involving the company
9 Manage incoming supplies, warehouse stocks and the way products are moved around
10 Deal with journalists’ enquiries and the public
11 Information technology: run computer systems

Exercise D
a 2 b 8 c 1 d 3 e 4 f 10 g 5 h 6
i 7 j 9 k 11

E
1 Administration 2 Public Relations
3 Human Resources

F-G
Exercises F and G
1 bureaucratic – b 7 centralised – a or b
2 decentralised – a or b 8 dynamic – a

9 / 33
3 impersonal – b 9 professional – a
4 caring – a 10 conservative – a or b
5 democratic – a 11 hierarchical – b
6 market-driven – a 12 progressive – a

Reading
A
b

B
Sample answers
4 Making offices interesting places to be
5 Intellectually challenging work
6 A culture of autonomy and empowerment
7 Learning and development programme

C
1 True
2 True
3 False. One hundred per cent of Google Italy workers thought it was a friendly place to work.
4 True
5 False. There is no mention of the qualifications needed to work there.
6 True
7 True

D
1 b 2 a 3 e 4 c 5 d

Language review
1c 2 a 3 b 4d

A
1 company’s university programmes manager
2 side effects, Internet company, skiing trips, games rooms, office decorating, team feeling, massage chairs, table-tennis
tables, video games,lava lamps, Google offices, university faculty,lunchtime talks
3 number of pounds, business of work, type of people, degree of independence, culture of autonomy
4 teamwork, workplace, beanbags, lunchtime

B-C
Exercise B
1 b 2 a 3 a 4 c

Exercise C
2 a five-star hotel
3 a three-million-dollar budget
4 a 20-minute presentation
5 a 200,000-dollar contract
6 a 150-year-old industrial empire

D
1 b, c 2 a, c 3 a, b 4 a, c 5 b, c 6 b, c
7 a, c 8 a, b 9 a, c 10 b, c

Listening
A
The formal organisation, the decision rights,
the information flows and the incentives

B
1 A small number of questions about your organisation
2 Answers from about 40,000 other executives
3 Patterns that help analysts to say that one organisation is like other organisations

10 / 33
4 It organises both workshops with the executives and further research into particular aspects that seem to be particularly
interesting.

C
1 By function
2 Manufacturing had responsibility for all the plants around the world; Marketing ran all the brands in every country.
3 Responding to the local markets
4 They considered whether all business units should report to the US or regionally.

D
1 operated 4 organised
2 made 5 regional organisations
3 shipped to 6 headquarters

Skills
A
1 d 2 c 3 b

B
1 b, d, e 2 Alex 3 Maria

C
name company activity
Bob Danvers Clear View outsourcing business;
supplies companies
and organisations
with various services
including IT, office
equipment, travel and
cleaning services
Karin Schmidt MCB market research

D
1 outsourcing
2 office equipment
3 founded
4 divisions
5 employees
6 headquarters
7 offices

E
1 Christoph, I’d like you to meet Nathalie.
2 She speaks fluent Spanish, so could help him deal with South American customers.
3 Sailing

Unit 5
Vocabulary
B
1 (Advertising media) cinema, exhibitions, Internet,outdoor advertising, point-of-sale, press, radio,television
2 (Methods of advertising) advertorials, banner ads, billboards/hoardings,commercials, free samples, leaflets/flyers, pop-ups,
posters, product placement, sponsorship, viral advertising
3 (Verbs to do with advertising) communicate, endorse, place, run, sponsor, target

C
Cinema: commercials, posters, product placement
Exhibitions: free samples, leaflets/flyers
Internet: pop-ups, banner ads, viral advertising
Outdoor advertising: billboards/hoardings, leaflets/flyers, posters, sponsorship
Point-of-sale: free samples, leaflets/flyers, posters
Press: advertorials
Radio: commercials
11 / 33
Television: commercials, product placement, sponsorship

D-E
Exercise D
1 run a campaign 4 sponsor an event
2 endorse a product 5 target a consumer
3 place an 6 communicate a
advertisement message

Exercise E
1 free samples 4 word of mouth
2 slogans 5 mailshots
3 endorsement

Reading
B-C
Exercise B
1 To tackle the problem of viewers tuning out of traditional television advertising.
2 Because it was a live event.
3 Because they enable viewers to skip adverts.
4 Nineteen stuntmen did a live skydiving jump and spelt out Honda’s name.
5 LG ran adverts which appeared to trail a glamorous new television show but which really promoted its new screens.
6 They pushed the slogan on different media before the live advert went out.
7 Posters, TV ads, website, digital advertising, press coverage.

Exercise C
television/TV advertising, live advertisement,
advertising agency, (to) run advertisements, teaser
advertisement, digital advertising, advertising
campaign, word-of-mouth advertising

D-E
Exercise D
1 e 2 d 3 b 4 c 5 a

Exercise E
1 publicity stunt
2 advertising campaign
3 teaser advertisements
4 poster campaign
5 design features
6 press coverage
7 slogans
8 live advertisement
9 word-of-mouth advertising

Listening
A
1 ask the question 4 wants to happen
2 trying to achieve 5 spending money
3 objectives

B
1 To change the image of a company
2 To change people’s views of an issue
3 To get people to change their behaviour:
a) to drink less alcohol
b) to do up their seat belts
c) to change the way in which they use energy

C
1 Identify the brief from the client and agree the brief with the client.

12 / 33
2 Take the brief and articulate it for the people who have to make recommendations and have ideas about the campaign.
3 Present ideas to the client for discussion and agreement.
4 Execution phase (where creative material is produced and the space and places in the channels of distribution are bought).

D
1 Viral campaigns are pieces of film or content which are picked up by individuals who see it, perhaps on YouTube, and
passed on to their friends with comments.
2 Whether it was real or fake

Language review
A
Because they have not been referred to before.

B-C
Exercise B
1 The problem of viewers tuning out of traditional television advertising. (para. 1)
2 Channel 4 (para. 1)
3 Honda (para. 1)
4 The Honda live advertisement (‘the first’, para. 2)
5 The Channel 4/Honda campaign (detailed in previous paragraphs)

Exercise C
1 Knowledge of the advertising code of practice is vital to those wishing to work in the advertising industry.
2 We want to film a TV commercial in Russia. ✓
3 The ‘Think small’ Volkswagen Beetle advert was one of the most successful advertising campaigns of the 20th century.
4 Four major brands – AOL, Yahoo!, Freeserve and BT– all achieve awareness of over 40% amongst the UK adult
population.
5 Next year, I am going to work for an advertising agency in the USA.

D
Almost as soon as the ‘gorilla’ television commercial for Dairy Milk chocolate was first shown on 31 August, people started
posting it on YouTube. People also started asking questions, like did it feature a real gorilla playing (the) drums?
So what role did the extraordinary take-up of the gorilla ad on the Internet play in Dairy Milk’s success?
And was the success of the advert a lucky break? For like Unilever and Diageo, adbury has benefited from the free ‘viral’
distribution of its advertising on the Internet as consumers e-mail, post and create spoof versions of the gorilla campaign.
The gorilla commercial is the most viewed advertisement so far this year on YouTube, the content-sharing website.

Skills
B-C
Exercise B
1 is more formal; 2 is more informal

Exercise C
Three sections
Formal
On behalf of Alpha Advertising, I’d like to welcome you. My name’s Marc Hayward.
This morning, I’d like to outline the campaign concept we’ve developed for you.
I’ve divided my presentation into three parts. Firstly, I’ll give you the background. Secondly, I’ll discuss the media we plan to
use. Finally, I’ll talk you through the storyboard.
I’d be grateful if you could leave any questions to
the end.
Informal
Hi, everyone, I’m Marc Hayward. Good to see you all.
I’m going to tell you about the ideas we’ve come up with for the ad campaign.
My talk is in three parts. I’ll start with the background to the campaign, move on to the media we plan to use, and finish with
the storyboard for the commercial. If there’s anything you’re not clear about, feel free to stop me and ask any questions.

E-G
Exercise E
1 if you look at; we can see from
2 that’s all I have to say about; Let’s now move on to
3 So, to sum up, then; the key points again

13 / 33
Exercise F
1 c 2 b 3 a

Exercise G
Then, Finally, Secondly

Unit 6
Vocabulary
A-B
Exercise A
1 shares 4 stock market
2 recession 5 forecast
3 equity stake 6 debt

Exercise B
1 b 2 c 3 e 4 a 5 f 6 d

C
1 recession 6 debt
2 stock market 7 equity stake
3 forecast 8 pre-tax profits
4 investment 9 annual turnover
5 bankruptcy 10 dividend

E
Sample answers
Asia-Pacific region, share values, market confidence, luxury hotel group, interim results, strong performance, emerging
markets

Listening
A
1 investment solutions
2 capital
3 level of return
4 design the strategy

B
1 government 6 commercial
2 company 7 commodities
3 rate of inflation 8 agriculture
4 stock 9 hedge
5 share 10 absolute return

C
He does not mention 3 (hedge funds).

Reading
A
1 wheeler dealer 2 whizz-kid

B
Name Kieran Prior
Age 29
Job Financial Analyst
Duties Running a group of European
equities and derivatives
Company Goldman Sachs
Work location London
IQ 238
Personality/ Determined, smart, perceptive,

14 / 33
Strengths likes challenges
Current area of Focusing on 20 companies
Specialization

D
1 bear market 6 equities
2 traders 7 research analysis
3 financial analyst 8 business sector
4 volatility 9 earnings
5 trading desk 10 derivatives

Language review
A
1 decline, drop, fall, decrease
2 double
3 fluctuate
4 gain, increase, rise, improve (unless you’re talking about something bad like unemployment)
5 halve
6 level off
7 peak
8 plummet
9 recover
10 rocket, jump
11 triple

B
a decline
a gain
a drop
an increase
(rocket does not have a noun form in this context)
a plummet (rare, but it does exist as a noun)
a doubling
a fall
a halving
a levelling off
a tripling
a recovery
a decrease
a fluctuation
an improvement
a peak
a rise
a jump

C
1 from; to 4 at
2 by 5 of
3 of 6 of

D
Sample answers
Graph 1
Sales rose from just under €5 million last year to €7 million this year. There has been an increase in sales of €2 million.
Graph 2
Sales reached a low point of €1 million in April.
Sales reached a peak of €7 million in July.

Skills
A
The figures that are wrong in Student B’s article are underlined:

15 / 33
It was a bad day for the London market. Following disappointing results from FedEx in the US and fears of a credit crunch, the
FTSE 100 fell 125 points or 1.8 per cent to 5,756.9, while the FTSE 250 fell 189.1 points or 1.9 per cent to 9,538.
Only eight blue-chip stocks managed to make gains.The best was Smith & Nephew. Shares in the medical devices group rose
2.9 per cent to 599p after UBS upgraded the stock to a ‘buy’ recommendation. S&N was also supported by rumours of a bid
approach from a Japanese company.
On the other hand British Airways, down 5.2 per cent to 2251/4p, fell even further after Morgan Stanley cut its target to 149p.
This was because of worries about increasing fuel prices.
Tate and Lyle, the sugar and sweeteners group, lost 5.8 per cent to 4023/4p after CityGroup lowered its forecasts because of
rising corn prices. Following recent floods in the US, the cost of corn has risen 2.5 per cent.

C
125 points a hundred and twenty-five points
1.8 per cent one point eight per cent
5,756.9 five thousand, seven hundred and fifty-six point nine
189.1 points a hundred and eighty-nine point one points
1.9 per cent one point nine per cent
9,538 nine thousand, five hundred and thirty-eight
2.9 per cent two point nine per cent
599p five hundred and ninety-nine pence
5.2 per cent five point two per cent
1
225 /4p two hundred and twenty-five and a quarter pence
149p one hundred and forty-nine pence
5.8 per cent five point eight per cent
3
402 /4p four hundred and two and three-quarter pence
2.5 per cent two point five per cent

Case Study
CD1.41
The correct statements are: 1, 2, 3.

Working Across Cultures 2

B
1 b 2 c 3 a 4 b 5 c 6 b 7 a 8 a

E
1 Time, hierarchy, objective
2 Clarifying is key, constant checking and feedback are crucial; summarise main areas of agreement and disagreement; plan
and organise meetings;predict potential cultural problems

F
1 False 2 False 3 False 4 False 5 True

G
1 money 3 face 5 talk
2 agenda 4 business 6 building

Revision Unit B
4 Organisation
Vocabulary
Exercise 1
1 b 2 d 3 e 4 f 5 c 6 a

Exercise 2
1 Carry out research
2 Issue press releases
3 Draw up contracts
4 Install and maintain systems
5 Train staff
6 Keep records

Noun combinations
1 management style
16 / 33
2 product range
3 consumer awareness
4 sales revenue
5 company headquarters

Writing
g b d c e a f

5 Advertising
Vocabulary
1 advertorial 5 hoardings
2 commercials 6 point-of-sale
3 endorsed 7 free samples
4 pop-ups

Articles
Sweden has a long history of rules and regulations aimed at guiding citizens on the right path. A majority of Swedes seem
content with the prohibitions they
believe help keep their country one of the safest on Earth. As Sweden is an extremely child-focused society, much of the
paternalistic protection is directed towards children. For example, all television advertising aimed at children under the age of
12 – from junk food to toys to video games – has been banned on terrestrial channels before 9 p.m. since 1991. Although it has
many admirers, the ban is not entirely successful because the satellite television stations that broadcast from outside Sweden
are free to target children as much as they like. Despite this, health professionals say the relatively low incidence of children’s
advertising has been a big factor in the exceptionally low levels of overweight children in Sweden.

Skills
1 behalf 7 like
2 welcome 8 Secondly
3 talk 9 finally
4 divided 10 interrupt
5 parts 11 question
6 Firstly

6 Money
Vocabulary
1 bankruptcy 6 Shareholders
2 gains 7 dividend
3 Turnover 8 share
4 recession 9 Forecasts
5 Pre-tax profits 10 investment

Describing trends
Exercise 1
1 plummet 5 increase
2 drop 6 rise
3 fall 7 rocket
4 decline 8 jump

Exercise 2
1 decreased 6 fall 11 peaked
2 decreased 7 dropped 12 peak
3 decrease 8 dropped 13 rose
4 fell 9 drop 14 risen
5 fallen 10 peaked 15 rise

Exercise 3
1 in 4 at
2 from; to 5 of; in
3 by

Skills
1 fourteen

17 / 33
2 forty
3 eight pounds fifty
4 five hundred and fifteen euros
5 twelve point five
6 thirteen point three six per cent
7 zero (or oh or nought) point one two five
8 a (or one) third
9 three quarters
10 five thousand, six hundred and seventy-eight

Cultures
1 body 5 key
2 face 6 building
3 action 7 small, business
4 times 8 agenda

Unit 7
Listening
A
1 The perception of time-keeping is different because of prayer times and awareness of the movements of the sun and moon.
2 Americans want to get down to business immediately but, in other cultures, relationship building is very important.

B
It’s not enough for staff to be brilliant in their area.
They have to be adaptable and flexible – prepared to change when necessary.

C
1 international businessperson
2 judgemental
3 hierarchy
4 decision-making process
5 influence

Vocabulary
A
1 ice 5 foot
2 end 6 fire
3 eye 7 water
4 water 8 eye

B-D
1 break the ice – g (positive)
2 thrown in at the deep end – a (negative)
3 we don’t see eye to eye – e (negative)
4 got into hot water – h (negative)
5 put my foot in it – d (negative)
6 get on like a house on fire – b (positive)
7 fish out of water – c (negative)
8 a real eye-opener – f (positive)

Reading
A
1 a 2 b 3 c 4 a 5 c

B
1 a) ‘[They] might share similar professional knowledge and skills ... ’ (lines 15–16)
1 b) ‘ ... their ways of working, social skills, body language and ways of doing business are likely to be completely different.
They may have different patterns of behaviour ... ’ (lines 17–22)
2 ‘It is about understanding how and why cultures work differently.’ (lines 46–47)

Language review
A

18 / 33
1 should
2 mustn’t
3 both (this may be advisory or compulsory)
4 mustn’t
5 both (may be advisory or compulsory)
6 both (two senses: she needn’t work so hard; it’s not good for her to do so)
7 both (depends on the strength of the advice)
8 don’t have to

Skills
A
Sample answer
A So where did you go on holiday, then?
B We went to Italy this year.
A Did you have a good time? [enthusiastically]
B Yes, it was great!
A And which part of Italy did you go to?
B We rented a villa in Sicily.
A I’ve been to Sicily – Taormina. I really enjoyed it.
What did you think of it?
B Yes, I thought it was wonderful – the scenery is so beautiful.
A Yes, it’s a marvellous place. We want to go back next to Italy next year. So … how’s it going at work?
B We’re really busy.
A That’s really good, isn’t it?
B Yes, it’s better that way!

C
Sample answers
1 Sorry, I didn’t catch that.
2 I’m afraid I won’t be able to make it. I have to be at the airport by six.
3 No, thanks. I don’t like black pudding very much, I’m afraid.
4 It was nice talking to you, but I have to get to my next meeting.
5 Hello. It’s very nice to see you. Welcome to Prague. Have you been here before?
6 Jack, I’d like to introduce you to Ivan – Jack Smith, Ivan Brodsky.
7 I’ll get this – it’s on me.
8 I’d like to propose a toast. Here’s to the success of our joint venture!
9 I’m very sorry to hear that.
10 I’m so sorry I’m late. The traffic’s awful!

D
1 I’m sorry. I didn’t quite catch your name.
2 I’m really sorry – I’d love to, but I’m afraid I’m going to the theatre on Wednesday night.
3 Not for me, thanks. I’m not keen on seafood.
4 I’m sorry, but I really do have to be going. It was really nice talking to you.
5 Welcome to our headquarters. It’s a pleasure to meet you. I’m James Clayton.
6 Katrina, can I introduce you to Greg? Greg’s over from the States. Greg, this is Katrina Siedler, my boss.
7 Please, let me get this.
8 Here’s to our future success.
9 I’m very sorry to hear about what happened.
10 I’m sorry I’m late, the traffic from the airport was terrible.

E
1 c 2 d 3 b 4 g 5 e 6 h 7 f 8 a
9 j 10 i

F-G
Exercise G
Useful: 1, 4, 5, 7, 8
But remind students not to overdo it. For example, ask questions but not too many and not very personal ones; keep eye-
contact most of the time, but don’t stare at the other person.
Not useful: 2, 3, 6

19 / 33
Unit 8
Vocabulary
A-C
Exercise A
1 curriculum vitae (CV)/résumé
2 application form
3 covering letter
4 interview
5 psychometric test
6 probationary period

Exercise B
1 e 2 c 3 a 4 b 5 f 6 d
Point out that other partnerships are possible(e.g. assemble the candidates), but that the ones above are the most likely.
Possible order: 3, 2, 4, 6, 5, 1

Exercise C
Well, what usually happens is that an employer will advertise a vacancy or new post – sometimes both inside and outside the
company. Then, after they have received all the applications, they will screen them – go through and shortlist the candidates
for interview – choosing those who appear to meet the criteria for the job. Next, they will assemble an interview panel, which
is perhaps as many as four or five people in some
cases, and then call the candidates to interview. Some employers choose to check references at this stage to avoid delays later,
while others wait until after the interview when they have chosen one of the candidates. Provided the panel is happy, the
employer will make a job offer, and the successful candidate starts work. Often he or she will attend induction sessions or be
given a mentor who helps to train new staff.

E
1 g 2 i 3 f 4 j 5 e 6 a 7 c 8 h
9 b 10 d

F
1 creative 6 enthusiastic
2 authoritative 7 methodical
3 objective 8 analytical
4 practical 9 adaptable
5 ambitious 10 reliable

Reading
A
Possible headings (some snappier than others!)
Article A
• The advancement of women in Vietnam
• The increasing importance of women in Vietnamese business
• Major progress for women in the Vietnamese workplace

Article B
• Women in the driver’s seat in Japan
• Changing the Japanese way of selling cars
• Women lead change in Japanese car-selling methods
B
Article A
1 True
2 False: Women account for nearly 52 per cent of the workforce in the service sector, 50 per cent in the agricultural and
fisheries sector and 37 per cent in industry and construction.
3 True
4 False: More than a third (40.2 per cent) of university graduates are women but slightly under a third (30.5 per cent) of
holders of Master’s degrees are women.
5 False: She says that they jointly decide important issues in their life, such as work or education for their children. Her
husband always respects her opinions.
6 True

20 / 33
Article B
7 True
8 True
9 True
10 False: The number of women managers at Nissan… has risen from 2 per cent to 5 per cent.
11 False: The percentage of women managers in the Japanese car industry as a whole is 0.6 per cent.
12 False: Men are attracted by big pictures of cars and specifications about performance; most mothers were attracted by
pictures of a family having a great time with the car.

E
a) child(ren), mother, housewife, residents, community, husband, family, women, society,government, (university) graduates,
PhDs, recipients sales executives, customers, salespeople, boy, women, men, family, graduates, managers, employees,
engineers, mothers
b) construction, real estate, service (sector), agricultural, fisheries, industry, education engineering, marketing, sales

Listening
A
Via a network of global offices; candidates work with a Hays consultant who helps them gain an understanding of the type of
role they’re looking for, what type of organisation they would like to work for, etc. They also work how to present their CV.
Also via the website; candidates can apply for jobs and get advice on applications.

B
1 Look your best.
2 Research your employer.
3 Look at the duties of the vacancy and match them to your experience.

C
1 recommend 3 previous experience
2 duties 4 demonstrate

D
1 Intervention of online recruitment and websites; need for interim and temporary employees
2 Online recruitment means candidates have access to jobs all over the world.

Language review
A-B
Exercise A
1 b 2 a 3 b 4 c 5 a

Exercise B
1 f 2 a 3 d 4 b 5 c 6 e

C
1 working 4 offering
2 to answer 5 to tell
3 to call 6 making

Skills
A
a, d, f

B
1 I was wondering
2 still in time to apply
3 I’d also like to know
4 notice would you need to give
5 just to get this clear
6 Exactly
7 what the salary is
8 Are you saying
9 negotiable

21 / 33
Unit 9
Starting up
A
1 opportunities 6 gap
2 competition 7 prices
3 unemployment 8 companies
4 poverty 9 environment
5 workers 10 standards

Vocabulary
A-B
1 controls 4 barriers
2 taxes 5 borders
3 liberalise 6 customs

C
1 Tariffs – these are taxes on imported goods (they raise the price of goods and make them more expensive)
2 Subsidies to domestic producers – money given to them by the government
3 Quotas – limits on the number of goods that can be imported
4 Expensive import licences – special permission to import goods
5 Complicated regulations for documents – make trade slower and less attractive

D
1 a
2 a, b, d
3 a) unfair b) strategic c) imports
4 a) The trend towards liberalising trade and removing trade barriers
b) Because the most successful economies tend to have open markets and most of their industries have been deregulated.

E
open markets protected markets
open borders, free port, barriers, developing
laissez-faire, liberalise, industries, dumping,
deregulation tariffs, strategic
industries, restrictions,
quotas, customs,
subsidise, regulations

F-G
Exercise F
1 e 2 d 3 f 4 b 5 g 6 c 7 a

Exercise G
1 to break into a market
2 to carry out a survey
3 to place an order
4 to meet a delivery date
5 to quote a price
6 to arrange insurance cover
7 to comply with regulations
a) 1, 4, 5
b) 2, 3
c) 6, 7

Reading
A
Article 1: c
Article 2: a

B
1 True

22 / 33
2 False: ‘The US should focus on improving its overall economic competitiveness instead of seeking protectionism to combat
its economic slowdown, …’
3 False: ‘ … it should not argue for a stronger currency to reduce its trade deficit with China, since the value of the yuan is
not the fundamental cause of the deficit …’
4 True
5 True
6 True
7 False: ‘China has also said the fact that Americans save much less of their incomes than the Chinese do has increased the
trade deficit.’
8 True

C-D
Exercise C
1 protectionism 4 co-operation
2 slowdown 5 risen
3 deficit 6 save

Exercise D
1 protectionism 3 slowdown
2 co-operation 4 deficit

Language review
A
1 give us; ’ll place 4 Would; sent
2 Will you deliver; pay 5 don’t improve; ’ll have
3 lower; ’ll buy 6 joined; would get

B-C
Exercise B
1 order 5 was
2 we’ll 6 were
3 would you be able 7 we would offer
4 order 8 I would love

Exercise C
a) If I order 30,000 silk scarves, what discount will you offer us? If you buy 50,000 scarves, then we’ll offer you 10%. If you
order at a peak time, like just before Chinese New Year, it will be impossible to deliver that quickly.
b) If we placed a very large order, would you be able to despatch immediately? If the order was really large, that would be
negotiable. If you were a regular customer, we would offer you 30 days’ credit. If I had more time, I would love to have
dinner with you.

Listening
A
Create an environment where people can do; keep the learning fresh; look at the feedback from negotiations

B
1 appropriateness 5 co-operative
2 different 6 win–win
3 competitive 7 wrong
4 conflict 8 circumstances

C
1 Be versatile, be adaptable, be able to change behaviour according to circumstances, be able to manage conflict and the
pressure of face-toface negotiation, be able to plan effectively, be analytical, be open-minded and creative, have self-
discipline
2 Listen for certain language cues – soft exposing give-aways.

Skills
C
1 Ready yourself
2 Explore each other’s needs
3 Signal for movement

23 / 33
4 Probe with proposals
5 Exchange concessions
6 Close the deal
7 Tie up loose ends
RESPECT

D
1 c 2 e 3 g 4 b 5 f 6 d 7 a

Working Across Cultures 3

A
Students can use the points given in the Course Book
answers to give advice, for example:
If going to Saudi Arabia, bear in mind that you should …
1 be ready to say something positive about the city you are visiting.
2 know that delays before meetings are not unusual.

B
1 a) There were other people there in addition to Matsumoto.
b) He did not realise Matsumoto could not take a final decision himself and that discussion with other colleagues meant the
decision would be delayed.
2 a) He did not spend any time studying Matsumoto’s business card.
b) He asked a direct question that put Matsumoto in an embarrassing position.
c) He gave white flowers, which remind the Japanese of death.

C
1
a) During the meeting, they talked about football, the thunderstorm, his family and life in Denmark. At the restaurant, they
talked about the crime rate, Amazon rainforests, the government and food.
b) They played snooker (a kind of pool).

2
a) He refused the cup of coffee. He tried to talk about sensitive issues such as politics.
b) Food in different countries

3
He wasn’t very sure about it, as he thought their ways of doing business were too different.

4
a) Delays in giving his presentation
b) The agenda not being followed
d) Too many questions during his presentation
g) No progress at the meeting

Task
Sample answer
From: Pedro Oliveira
To: All directors
Subject: Meeting with Sven Selig re joint venture

As some of you may know, I recently met with Sven Selig, the Chief Executive of a Danish retail store group, to discuss a
possible joint venture between our organisations.

He’s a very nice guy, but there were times during our discussions where there were tensions; for example, he tried to discuss
difficult political issues, which he should have avoided.

There were other difficulties: for instance, he was not flexible enough when we did not follow the items on the agenda and
seemed irritated by questions during the presentation when he should have welcomed them.

These are just some of the difficulties that occurred and there would certainly be others if we went ahead and worked with
Selig. For this reason, I recommend that we do not proceed with a joint venture with his company.

24 / 33
Revison Unit C
7　Cultures
Vocabulary
Exercise 1
1 to get on like a house on fire
2 to put one’s foot in it
3 to break the ice

Exercise 2
1 put my foot in it
2 break the ice
3 get on like a house on fire

Advice, obligation and necessity

1 shouldn’t 3 should 5 should
2 shouldn’t 4 don’t have to 6 must / have to

Writing
Exercise 1
1 would like to 5 very much hope
2 would be delighted 6 seeing you
3 are willing 7 sincerely
4 invited

Exercise 2
Sample answer
To: Erman Bayar From: J. Ferreira
Subject: Forthcoming IRTA Sales Conference
Dear Mr Bayar,
Thank you very much for your kind invitation to speak at your sales conference, which I am delighted to accept. The subject of
my presentation will be ‘Barriers to
International Trade’. Please find the abstract attached. My fee will be €1,500. I hope this is acceptable to you. Thanks also for
your invitation to the dinner on the
second day of the conference. Unfortunately, I won’t be able to attend, as I am giving another presentation elsewhere that
evening.
Yours sincerely,
J. Ferreira

8 Human Resources
Vocabulary
Exercise 1
1 g 2 e 3 f 4 b 5 a 6 d 7 c

Exercise 2
1 take a psychometric test 4 work a probationary
2 attend an interview period
3 shortlist a candidate 5 apply for a job

Exercise 3
1 b 2 b 3 d 4 c 5 a 6 a 7 a 8 c 9 b 10 d

Writing
Sample answer
Dear Mr Wilder
Thank you for coming to the interview for the post of General Manager at Fast Fitness in São Paulo.
There were many highly qualified candidates. Unfortunately, despite your skills and experience, we are unable to offer you the
position at this time.
We will keep your name on file and will let you know about any future job openings in our organisation that may be of interest
to you.
Sincerely

9 International markets

25 / 33
Vocabulary
1 f 2 d 3 a 4 c 5 b 6 e

Conditions
Exercise 1
1 d 2 e 3 f 4 a 5 c 6 b

Exercise 2
1 ’ll　 2 wouldn’t 　3 ’d 　4 won’t 　5 ’ll 　6 ’d

Skills
1 c 2 e 3 b 4 a 5 d

Cultures
1 B 2 J 3 J 4 SA 5 SA 6 B 7 J 8 J 9 J, SA 10 B

Unit 10
Vocabulary
B-C
1 bribery and corruption 6 tax fraud
2 price fixing 7 counterfeit goods
3 environmental pollution 8 money laundering
4 sex discrimination 9 animal testing
5 insider trading 10 industrial espionage

Reading
B
lie, stretch the truth, deception, dishonesty
C
1 Everyone else does it, companies lie about job requirements, it’s hard to get a good job
2 They can lose their jobs.
3 (Ask for students’ opinions.)
4 You begin to fool yourself and develop habits of distorted thinking.
5 It forces you to think clearly and creatively, it checks the accuracy of your claims, it trains your old boss in how to represent
you during reference checks, your old boss may give you better ways to represent yourself.

Listening
A
1 international 5 world
2 conservation 6 scientists
3 education 7 plants
4 100 8 environment

B
1 The US, the UK, India, Melbourne (Australia), Japan, China
2 So that members of the public, company employees, teachers, young people and young scientists can join researchers in the
field as field assistants and collect real data that contributes to understanding what is happening.

C
1 To help to reduce the environmental impact of their operations
2 To educate and engage their employees and get their employees inspired and motivated to do something in their own
communities or in their workplace with respect to the environment

D
Sample answer
EarthWatch is working with HSBC, the global bank, so that the bank’s employees can work on data collection along with
EarthWatch researchers.
This research is about how forests are coping with climate change and how animals and plants are affected.
This is a way of involving employees and getting them to go back into their companies so that they influence colleagues about
climate change.

Language review

26 / 33
A
b, c, f, g, d, e, a
1 Past continuous 3 Past simple
2 Past perfect 4 Present perfect

B
a) happened, got, was, fired, said, did […] find out, required, found out, didn’t have, wasn’t, cost
b) was going, was getting, was receiving, was exceeding
c) had lied, had claimed, had […] made up, had done, had felt, had been
d) have been, ’ve advised

C
1 had
2 launched
3 was selling
4 were getting
5 were increasing
6 went
7 started
8 were complaining / complained
9 was using / used
10 was offering / offered
11 (was) taking / took
12 felt
13 had received
14 started
15 fired
16 have recently issued

Skills
A
1 He is sending in reports saying he’s met customers when he hasn’t; he is putting in false expense claims; he claims he’s had
meals with customers that he hasn’t seen for a long time; he’s rude and unco-operative with other members of the
department
2 Have an informal chat, mentioning that all expense claims will be carefully checked in future, or tell him that if he doesn’t
change, he will be sent a warning letter than could lead to dismissal
3 Have a friendly chat with him to find out if there’s a personal problem affecting his work

B
1 b 2 b 3 c 4 d 5 f 6 a 7 c

C
The problem is, he’s a really good salesman.
There are two ways we could deal with this.
If we do that, he may come to his senses.
Let’s look at it from another angle.
Let’s see if we can sort this out.
I’ll arrange for Tom to meet us.

Case Study
Ethical dilemmas
Sample answer
The ethical dilemma the company must deal with is whether to invest a lot of money in a drug that will potentially cure a fatal
disease but will not produce much profit for the company.

Unit 11
Vocabulary
A-B
Exercise A
cautious/decisive; casual/formal; idealistic/realistic;assertive/diffident, encouraging/critical

Exercise B

27 / 33
dynamic/laid-back; radical/conservative; ruthless/principled; distant/approachable

C
1 cautious 5 ruthless
2 critical 6 approachable
3 formal 7 conservative
4 idealistic 8 principled

D-E
Exercise D
1 e 2 b 3 a 4 f 5 d 6 c
(Some other pairs are possible, e.g. 1b, 4c, 5a, but the ones above are the most likely.)

Exercise E
a) 4 b) 5 c) 6 d) 1 e) 2 f) 3

Listening
A
A sense of direction, courage, communication, respect, emotional intelligence

B
1 Charisma, intelligence, ability to influence people
2 Not usually

C
1 False: ‘…my husband is a few years older than me’
2 False: He has ‘the ability to fight like a cornered rat when he needs to’ but there is no mention of boxing.
3 True
4 True
5 True

Reading
C
1a 2b 3a 4a 6a 7c 9a 10 d
5 and 8 are not mentioned.

E
1 from 4 up
2 down from; over; to 5 of
3 with

Language review
A-B
Exercise A
1 which/that 5 who
2 which/that 6 who
3 who 7 which/that
4 who

Exercise B
1 which/that; where 4 who/that
2 who/that 5 who/that
3 which/that

C
We now need to encourage investment in new high technology industries such as clean energy and environmental technology.
These are sectors where we have lacked political leadership not just recently, but for decades.
The Internet, which enables the open and free exchange of information, is critical to our future economic growth. It has already
proved to be vital to entrepreneurs and America’s small businesses, which generate up to 80 per cent of new jobs in the US.
But continuing this record will require a strong federal commitment to keeping the Internet open.
Technologies such as the Internet can also help make our government more open and responsive to citizens. But even those of
us who/that are technology’s biggest enthusiasts must recognise its limitations. In the end, it is people who/that have to

28 / 33
make the decisions.
More than ever, we need a leader who/that will look beyond the old thinking and orthodoxies and who understands the
importance of investment in ideas
and technology for our future.
This article expresses the personal opinion of Eric Schmidt, who is the Chief Executive of Google.

Skills
A
Suggested answers
a) 2, 10 b) 1, 3, 4, 5, 6, 8 c) 7, 9
1 Can be a good way of building rapport, but be careful in unfamiliar cultures with the use and type of humour in particular
contexts. If in doubt, it is best avoided. Serious subjects require a serious approach.
2 But not too slowly – it can sound condescending.(Teach this word.) However, do try to vary the speed at which you
speak.
3 Occasionally, perhaps, but don’t overdo it.
4–5 Involve the audience by giving a presentation that they can relate to and are interested in, but you may want them to keep
questions to the end to avoid digressions.
6 You may have to adapt if necessary, but if you have researched the audience and what they expect, this should not be
necessary.
7 Try not to wander around too much, but occasional movement helps the audience to concentrate.
8 This is partly cultural – some cultures use more gesturing than others. Do what comes naturally to you, but don’t overdo
it.
9 Probably not a good idea – it will sound monotonous. But there may be key sections, quotations, etc., that it is good to
have written down. If so, read out as spontaneously as possible.
10 Usually advisable, but it depends on the size of the audience. If there are 100 people or the setting is formal, definitely
stand up. With a small audience in an informal setting, it’s sometimes OK to sit down. Standing in front of a small
audience can seem intimidating to them.

Unit 12
Vocabulary
A-B
1 field (football) – a
2 seat (motor racing) – h
3 neck (horse racing) – c
4 horse (horse racing) – e
5 player (football, baseball) – j
6 goalposts (football) – g
7 ball (tennis or any ball game) – f
8 game (any sport) – b
9 race (horse racing) – d
10 ropes (boxing) – i

C
1 playing field
2 a one horse race
3 flogging a dead horse
4 in the driving seat (You could also accept ahead of the game.)
5 neck and neck
6 major players

Reading
B
Starbucks

C
1M 2S 3S 4M 5S 6S 7M 8M 9M

D-E
Exercise D
1 up 4 on
2 by 5 on
3 out to

29 / 33
Exercise E
a) lose out to d) replace (by)
b) take on e) stir up
c) focus on

F-G
Exercise F
1 c 2 a 3 b 4 e (as in take out a loan) 5 d

Exercise G
1 take on 4 take out
2 taken over 5 take off
3 taken aback

Listening
A
1 It carries out investigations into particular mergers and markets in the UK and into regulated industries.
2 To see if the ownership structure is in the interests of consumers (i.e. to see if it is a competitive market)

B
1 False: ‘It’s actually a matter of … not so much looking at the number of competitors or providers in a particular market so
much as looking at the dynamics of that market.’
2 True
3 True
4 False: ‘… after in-depth investigation, it was clear that this is a market where these companies are competing actively with
each other.’

C
1 static 4 prices
2 switching 5 innovation
3 competing 6 choice

Language review
A
1 Correct
2 The leadership contest was depended on the boardroom vote.
3 Where were you when the president was be shot?
4 Correct
5 They are depending on the CEO to show strong leadership.
6 Correct
7 Correct
8 Correct
9 Problems may occur after the leadership vote.
10 Correct
11 Correct
12 The audience consists largely of senior executives.

B
1 was held
2 was attended
3 was / had been circulated
4 was / had been intended
5 was (being) forced
6 had been cut
7 had been increased
8 had been commissioned
9 was informed
10 had been reached
11 were being investigated
12 was being / had been implemented
13 were being / had been considered

30 / 33
Skills
A
1 a, b 2 To make it profitable

B
1 e 2 d 3 c 4 b 5 a

C
1 would be perfect (D) 6 could help (D)
2 no good (ND) 7 will you pay us (ND)
3 far better (ND) 8 talk about (ND)
4 suggest (D) 9 To be honest (D)
5 want at least (ND) 10 must be (ND)

Working across cultures 4

A
1 Different cultures have different ideal distances when people are speaking. This will depend on how well people know each
other and other factors. But some research has shown that, typically, two English speakers talking across a table think that
8 feet (just over 2 metres) is a comfortable distance.
2 This could be quite personal. Some people hold eye contact for longer than others even within the same culture, for reasons
of shyness, outgoingness, etc.
3 In some cultures, such as Finland and Japan,silence means that you are considering carefully what the other person has said.
The Englishspeaking world, on the whole, is not comfortable with too much silence.
4 English speakers would probably say that it is rude to talk ‘over’ someone before they have finished speaking but
recordings of meetings, etc., would probably prove otherwise! Some other cultures are more comfortable with this.

B
1 East Asians, (North) Americans, Northern Europeans
2 Southern Europeans, Latin Americans
3 East Asians
4 Latin cultures of Europe and Latin America
5 Venezuelans
6 Arab and Latin cultures
7 North Americans and Northern Europeans
8 East Asians

C
1 How close do you like to be when speaking with a business colleague?
How much eye contact are you comfortable with?
Are you comfortable with long periods of silence?
And how do you feel about interruptions?
2 These are some of the questions we will be looking at in today’s workshop on communication styles and cultural
awareness.
3 I’ve had 12 overseas postings, including Brazil, Russia, China and India, and I speak four languages.
4 By the end of the workshop today, you’ll have a better understanding of communication styles in your own culture and an
introduction to those styles in other cultures … and this is the starting point for learning how to deal with cultural
differences.
5 It’s worth bearing in mind that …
6 Let me tell you briefly what we are going to cover today. I’ll get the workshop going with a brief talk. Firstly, I’m
going to talk about some ways in which we use verbal communication and I’ll look at two areas. Then I’m going to look
at non-verbal communication, again looking at two areas. And after that, we’ll do some activities looking at
communication styles in your own culture.
7 Can you put up your hands if you’ve already had an overseas posting?

Revision Unit D
10 Ethics
Vocabulary
Exercise 1
money laundering
sex discrimination
animal testing

31 / 33
counterfeit goods
price fixing

Exercise 2
1 price fixing 4 counterfeit goods
2 animal testing 5 sex discrimination
3 money laundering

Narrative tenses
1 started 6 had tested
2 heard 7 were losing
3 was causing 8 realised
4 were doing 9 decided
5 was happening

Skills
1 Please find attached the expenses claim form that you sent to our Accounts Department last
2 week. I am afraid we cannot process it as it is, because it is incomplete.
3 Firstly, we need to know the names of the customers that you took for lunch on May 12, as
4 well as the name of the restaurant where you took them. We also need to know the reason for
5 the £60 that you entered under ‘sundry expenses’. Finally, we would like to remind you that all
6 expenses have to be authorised by your manager.

11 Leadership
Vocabulary
Exercise 1
1 approachable 4 diffident
2 encouraging 5 Ruthless
3 idealistic 6 conservative

Exercise 2
1 be up to 4 come in for
2 hand in 5 deal with
3 take on 6 put forward

Relative clauses
1 We went to the workshop that Li had recommended to us.
2 Most of the proposals that/which we had put forward were eventually accepted.
3 The firm, which organised business travel for top executives, went bankrupt last month.
4 What’s the title of the talk that/which you are going to attend?
5 Mrs Martens, who is fluent in four languages, heads our translation service.
6 Two of the speakers that/who (or whom) we had invited were unable to come.
7 My favourite manager was a young man who came from Brazil.
8 Where is the report that/which was on my desk this morning?

12 Competition
Vocabulary
1 horse 5 neck
2 field 6 seat
3 goalposts 7 ball
4 game

Passives
Exercise 1
1 are tested
2 is read
3 will be met
4 must be reviewed
5 have been closed
6 is (…) being developed
Exercise 2
1 have (…) been accused

32 / 33
2 is being/will be sold, is estimated
3 are owned
4 was founded
5 is (…) known, are (…) supplied
6 is (…) being discussed

Writing
Exercise 1
1 f 2 e 3 d 4 a 5 c 6 b
Exercise 2
2, 3, 5, 4, 6, 1

Cultures: Communication styles

Exercise 1
1 How close do you like to be when speaking with a business colleague?
2 How much eye contact are you comfortable with?
3 How comfortable are you with prolonged periods of silence?
4 How do you feel about being interrupted?

Exercise 2
Ensure that students’ presentations are to the point and cover all four issues above.

33 / 33