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BI DCH READING

MARKET LEADER 4

1

Unit 1 : Communication

STARTING UP

A. What makes a good communicator ? Choose the three most important factors. (iu g lm nn 1 ngi giao tip gii ? Hy chn 3 yu t quan trng nht)

fluency in the language (ni chuyn tri chy) an extensive vocabulary (t ng phong ph) being a good listener ( l ngi bit lng nghe) physical appearance (ngoi hnh d nhn) a sense of humour (c tnh hi hc) grammatical accuracy (ni cu no ra cu ) not being afraid of making mistakes (khng s ni sai) an awareness of body language (bit dng ngn ng du hiu)

B. What other factors are important for communication? (nhng yu t

no khc quan trng i vi giao tip ?)

C. Discuss these questions.

1. What forms of written and spoken communication can you think of ? For example: e-mails, interviews. (bn c th ngh ra nhng hnh thc giao tip dng ni v vit no ?)

2. Which of the above do you like using ? Why ? (bn thch dng li giao tip no trong s cc hnh thc trn ?)

3. What problems can people have with them ? (ngi ta c th gp cc vn g vi chng ?)

4. How can these problems be solved ? (nhng vn ny c th c gii quyt bng cch no ?)

- to articulate : by t suy ngh (to express thoughts and feelings clearly in words) - coherent (adj) : mch lc, d hiu (logical and well-organized, easy to

understand and clear) ht

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Ex : a coherent narrative / explanation (Mt bi k chuyn mch lc / li gii thch d hiu)

- eloquent (adj) : hng bin, c ti n ni (able to use a language and

express your opinions well)

Ex : an eloquent speech / speaker

(Mt bi pht biu hng hn / ngi n ni kho) - fluent (adj) : lu lot, tri chy - fluency (n) : s lu lot - to focus on s.th = to concentrate on s.th : tp trung vo ci g - to hesitate : ngp ngng, ngn ngi, ngi - hesitant (adj) : ngp ngng, i ngi - to ramble : i tn b, ni lm cm, mc leo

Ex : What is she rambling on now ? (By gi b ta ang ni lm cm v g vy ?)

- to inhibit : ngn cn, cn tr (to prevent s.th from happening, to make

things happen more slowly)

Ex : A lack of oxygen may inhibit brain development in the unborn

child. (Vic thiu oxy c th ngn cn s pht trin no b tr cn trong bng m)

- extrovert (n) : ngi thch giao lu (a lively and confident person who

enjoys being with other people)

- introvert (n) : ngi sng ni tm (a quiet person who is interested in his own thoughts and feelings than in spending time with other people)

- to persuade : thuyt phc - persuasive (adj) : c tnh thuyt phc - sensitive (adj) : nhy cm - succinct (adj) : ngn gn, xc tch (expressed clearly and in a few words)

Ex : Keep your answers as succinct as possible http

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(Bn tr li cng ngn gn th cng tt)

Ex : a succinct explanation (li gii thch ngn gn) - reserved (adj) : kn o (slow and unwilling to show feelings or express opinions)

Ex : English people are very reserved and cold.

(Ngi Anh th rt kn o v lnh lng) - to digress : ni ra ngoi l

Ex : If I may digress (from my theme) for a moment, the following

story may interest you. (Nu ti c php ni ra ngoi l 1 cht, cu chuyn sau y c l lm bn thch th y)

(Trang 7)

Ngi giao tip tt lun lng nghe ngi khc v quan tm ti cc kin. H hng mt nhn v s dng ngn ng ra du bng chn tay 1 cch thoi mi. H t khi ngt li ngi khc. Nu h khng hiu v mun lm r vn th h ch c c hi thch hp.

Khi ni chuyn, ngi giao tip tt rt gii cung cp thng tin v khng lm ngi khc bi ri. H trnh by rt r rng v trnh s dng thut ng, ch vit tt. Nu h dng thut ng l th h gii thch bng cch cho v d. Mc d h c th ni ra ngoi ch v li chnh ngi khc cung cp thm thng tin nhng h khng ni lng tng mt i hnh nh ca thng ip. Ngi giao tip tt c kh nng lm vic vi cc ng nghip, nhn vin, khch hng v nh cung cp. H l ti sn qu gi ca bt k doanh nghip no.

(Trang 8)

Communication its much easier said than done

(Giao tiep noi th de hn lam)

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S tin cy l vn chnh trong 1 t chc m. cho nhn vin ni chuyn vi nhau nn l vn ti thiu ca bn nhng vic giao tip ni b c th l 1 trong nhng vn kh khn nht cn phi ph v trong kinh doanh.

Giao tip c mi phng ban. nh hng xu ca vic khng giao tip ngy cng rt ln, theo Theobald, ng tc gi ca 2 quyn sch Shut up and Listen (hy im lng & lng nghe) & The Truth about How to Communicate at Work (s tht v cch giao tip cng s).

Vic giao tip km c th l vn thc t. Gearbulk, C.ty tu bin ton cu c cc chi nhnh khp th gii i mt vi nhng kh khn v ngn ng v a l cng nh nhiu cng vic giy t. Vi hn 60 chng t cho 1 trng ti hng ha th l cn c mng i vi cng vic cung ng hng ha mi khi phi truy tm v qun l cng vic sau khi c s tht cht v an ninh sau s kin khng b vo nc M ngy 11 thng 9, iu c ngha l cc giy t thu quan phi c chun b trc khi tu c php ra khi.

Vic lp t h thng t ng c ngha l cc d liu ch c a vo 1 ln nhng c th c tip cn bi bt k ai trong C.ty bt c lc no.

Vic bo co tr nn nhanh hn. ng Ramon Ferrer, Ph Ch tch ca C.ty Global Gearbulk, 1 i iu hnh vn ti bin trn khp th gii khng phi lc no cng ni chuyn vi nhau v chng ti khng ph thi gian phi cung cp thng tin 2 ln.

Khi c cung cp cc cng c giao tip th iu k l l chng ti lun gp phi vn giao tip. Tuy nhin, th gii mi c phng tin k thut cao c th to ra nhng ro cn, nhng nh qun l cp cao ngi pha sau my tnh ca h cn nhn vin th dng thit b th thoi tip nhn cc cuc gi, cn nhng nhn vin khc mc d ngi k bn th li gi mail cho nhau hn l ni chuyn.

Cc nh qun l nn ng dy, i quanh vn phng v ni chuyn vi nhn vin. ng Matt Rogan, Gim c b phn Marketing Lane 4, C.ty t vn v giao tip v lnh o ni vic giao tip trc din khng th b c.

ng Theobold cng ngh kim tra e-mail ch 3 ln 1 ngy, xc nh thi gian gii quyt cng vic. Nu bn c cho m thanh vang ln th s cm d ngy cng ln nh chung in thoi. Ngi ta s ngng cuc hp kim tra e-mails.

1 vn khc l ng vo nt bo tr li s cung cp cho ngi ta nhiu thng tin. Chng ti c cc d liu cha c sp xp li t tri sang phi v gia cho mi c nhn phi lit k ra. ht

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ng Ferrer ca C.ty Gearbulk ni, H thng mi ca chng ti gim lng e-mail v lm thay i cch thc con ngi lm vic. N s nhc nh bn v lng cng vic.

Vic qu ti thng tin c ngha l ngi ta khng mun lng nghe na nhng c 1 l do su xa l tin nhn khng n c, theo ng Alex Haslam, Gio s tm l i Hc Exeter.

Mi ngi ngh rng vic khng giao tip vi nhau l li ca tng c nhn ch khng phi l con ngi. N thuc v nhm v s nng ng trong nhm. Hun luyn ngi ta giao tip tt khng phi l vn kh khn.

Vn ch l ngi ta quen vi nhu cu khng mun chia s thng tin. y cn l vn an ton.

Vo gia thp nin 1990s, c nhiu v va chm nh trong ngnh hng khng c bi v 2 phng ban ca chnh ph chu trch nhim v an ton khng giao tip vi nhau.

ng Haslam ni chnh ph ang c gng tit kim tin bc v c 2 nhm cm thy b e da. Nhng c nhn c t chc ring khng chu giao tip vi b phn khc.

C.ty s gp ri ro khi ct gim chi ph trong ngnh hng khng. Vic gi ngi theo hc 1 kha v giao tip s khng v ngha. B quyt ca giao tip l s tin cy.

A. Read the article again and answer these questions.

1. What communication problems did Gearbulk have ? (ng Gearbulk gp

cc vn giao tip g ?)

2. How did Gearbulk overcome the problems ? (ng Gearbulk khc phc cc vn ny ra sao ?)

3. What solutions does Theobald recommend for the above problems ? (ng Theobald ngh nhng gii php g cho cc vn trn ?)

4. According to the author, why do staff often receive too many e-mails ? (theo tc gi, ti sao nhn vin thng tip nhn qu nhiu e-mail ?)

5. Why werent the two government departments (responsible for air safety) communicating ? (ti sao 2 phng ban ca chnh ph (chu trch nhim v an ton hng khng) khng giao tip vi nhau ?)

6. What does the author think about sending people on communication course ? (tc gi ngh g v vic gi ngi i hc kho giao tip ?) http

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(Trang 10)

A. Idioms

a) to put it in a nutshell : ni ngn gn b) to get straight to the point : i thng vo vn c) to hear it on the grapevine : nghe n d) to put you in the picture : cho anh bit tnh hnh e) to get the wrong end of the stick : hiu nhm f) to be on the same wavelength : c cng suy ngh g) cant make head or tail of sth : khng hiu ci g h) to talk at cross purposes : ni chuyn khng hiu nhau i) to beat about the bush : ni quanh co, ni vng vo j) to get our wires crossed : khng hiu nhau

B. Which of the idioms in Exercise A means the following ?

1. to fail to understand anything : khng hiu bt c iu g 2. to share similar opinions and ideas : chia s cc tng tng t 3. to summarise briefly : tm tt ngn gn 4. to misunderstand : hiu lm 5. to delay talking about something : tr hon ni v iu g 6. to give the latest information : cung cp thng tin mi nht 7. to talk about the most important things : ni v nhng vic quan

trng nht 8. to hear about something passed from one person to another : nghe

v iu g c truyn t ngi ny sang ngi khc ht

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What is communication ? (giao tip l g)

It means you talk share with someone about something .

Communication is the process of transferring ideas ,

meanings , sounds or messages (thng ip) from the

speaker to the listener . It is a two way communication

(giao tip 2 chiu) (l tin trnh gi tng, ngha , m

thanh, thng ip t ngi ni n ngi nghe)

Forms of communication : C my hnh thc giao tip

1. verbal communication (giao tip c li ni) - you make a speech (pht biu) , talk with some one or

you use written communication by writing letters or e-

mails . (bn dng ngn ng ni hay vit l hnh thc giao tip c li ni)

2. non-verbal communication (giao tip khng dng li

ni) (ta dng bng hiu , tn hiu , biu tng , ra du , tay

chn hay ASL)

- you use the sign (du hiu) , symbol (biu tng) ,

signal (tn hiu) , gesture (ra du), body language (ngn

ng ra du) , American sign language to communicate with

someone .

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It is better to say nothing in love .

The red light is a stop sign (tn hiu dng)

The picture of a skull (u s ngi) is a danger ahead (s

nguy him pha trc)

A kanguroo is the symbol of Australia .

A Kimono is the symbol of Japan .

The SOS (save our souls = hy cu linh hn ca chng ti)

is the signal to warn everyone that a ship is in danger on

the sea .

- the dragon : con rng - How to kiss : to kiss on one side of the face

Electronic communication devices : (giao tip bng

in t)

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- Blog , podcast , wiki , letters , e-mails , faxes , telephones , messages , chatting online ,

correspondence .

11. Reading

Body Language (ngn ng ra du)

Hn phn na nhng g chng ta giao tip th khng c giao tip bng li ni m

bng ngn ng ra du (body language) . iu ny bao gm dng iu (t th) , cch

din t nt mt , v hnh thc ra du . V ngn ng ra du tht s quan trng nn bn

cn bit iu bn ang ni v cch gii thch ngn ng ra du ca ngi khc . Sau

y l 1 vi v d v ngn ng ra du v y ngha ca n ( lu y : nhng y ngha ny

dnh cho khu vc Bc M . cch din gii c th khc 1 t cc nn vn ha khc )

Nu t th ca bn hi co khm xung v ci u h xung l bn c th ang bun

hoc thiu t tin . Nu t th ca bn ng thng nhng thoi mi l bn ang th

hin s t tin v thn thin .

N ci l biu hin ca s thn thin v quan tm nhng i khi ngi ta ci l

th hin tnh lch s . nhn din ra gng mt ca ngi khc th hy nhn vo

i mt ca h . S thn thin v quan tm c din t khi i mt ca ngi y bt

gp i mt ca bn . (c bit l khi bn l ngi ang ni chuyn ) sau nhn

vo ch khc ri li nhn vo i mt ca bn . 1 ngi m khng chu nhn vo ch

khc l ang th hin s thch . 1 ngi m khng nhn vo bn l ang th hin

s thiu quan tm hay mc c .

Dng bn tay din t l th hin s quan tm trong giao tip . Nhng nhng c

ch c lp i lp li nh v nh vo bt ch hay bn chn l ngi ang st

rut hay cn thng . Hy trnh xa nhng ai ang ch tr vo bn khi ang ni

chuyn vi bn . Ngi c th ang ni gin vi bn hay l ngi cp cao hn

bn .

BODY LANGUAGE

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WHAT DO YOU THINK IS HAPPENING IN THE PICTURE?

More than half of what we communicate is communicated not through words but

through body language. This includes our posture, facial expressions, and gestures.

Because body language is so important, you'll want to know what you are saying and

how to interpret other peoples, too. Here are some examples of body language and its

meaning. (Note these meanings are for North America. Interpretations may differ a

bit in other cultures).

If your posture is slumped and your head is down, this could mean that you are sad or

lack confidence. If your posture is straight but relaxed, you are expressing confidence

and friendliness.

A smile is a sign of friendliness and interest. But people sometimes smile just to be

polite. To get another clue from people's faces, notice their eyes .

Friendliness and interest are expressed when a (person's eyes meet yours especially

when you're the one who's talking) and then look away and meet yours again. A

person who doesn't look away is expressing a challenge. A person who doesnt look

at you is expressing lack of interest or is shy.

Hand gestures can mean a person is interested in the conversation. But repeated

movements -like tapping a pencil or tapping a foot - often mean the person is either

impatient or nervous. Stay away from someone who points at you while- talking with

you: That person might be angry at you or feel superior to you.

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from the list. Then compare with a partner.

Gestures

Meanings

a. No playing ball.

b. Wear hard hats.

c. Swimming allowed.

d. Drinking water.

e. Do not touch.

f. Fasten seat belts.

g. No bicycles.

h. Recyclable.

Meanings

Hello!

Be quiet.

Peace.

We won!

That sounds crazy!

I can't hear you.

Come here.

Be careful.

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Unit 2 : International marketing

- buying habits (n) : thi quen mua hng - government bureaucracy (n) : t quan liu trong chnh ph - monetary regulations (n) : qui ch tin t - economic situation (n) : tnh hnh kinh t - income distribution (n) : s phn b thu nhp - political stability (n) : s n nh chnh tr - political unrest (n) : s bt n chnh tr - red tape (n) : s quan liu - to hinder = to prevent (v) : cn tr - to purchase = to buy : mua - consumer behavior (n) : hnh vi ca ngi tiu dng - wealth (n) : s giu c, ca ci - economy (n) : nn kinh t - economist (n) : nh kinh t hc

A. Think of one brand in each of these categories which is marketed internationally (hy ngh ra 1 thng hiu mi mt nhm hng di y m c qung co v by bn khp ni trn th gii)

food drink electrical equipment clothing construction

B. Discuss these questions :

1. What are the advantages for a company of expanding beyond its

domestic market ? (nhng thun li i vi 1 C.ty ang m rng ra ngoi th trng ni a l g ?)

2. What kinds of problems do companies face when they go international ? (cc C.ty i mt vi cc vn g khi h mua bn quc t ?)

3. What methods can companies use to enter overseas markets ? (cc C.ty c th dng nhng phng thc g xm nhp vo th trng quc t ?)

B. Page 15 ht

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1. V c qui ch v tin t nn li nhun ca C.ty khng th mang ra khi t nc.

2. T nn quan liu v cc v d khc v bao cp trong chnh ph cn tr C.ty xm nhp vo th trng.

3. C.ty thu ht nh xut khu v n c s n nh v chnh tr trong 50 nm qua.

4. Hnh vi mua hng ca ngi tiu dng c th c miu t l thi quen mua sm.

5. Tnh hnh kinh t ang ci thin dn ti tng nhu cu thu mn lao ng.

6. S phn b thu nhp l thut ng c cc nh kinh t s dng miu t cch phn chia ca ci 1 quc gia.

1/ a) growing market (tng trng) c) expanding market (m rng) b) developing market (ang pht trin) d) declining market (suy thoi)

2/ a) questionnaire (bn cu hi) c) promotion (khuyn mi)

b) focus group (nhm nghin cu) d) survey (cuc kho st)

3/ a) market sector (khu vc th trng) c) market segment (phn khc th trng)

b) market research (nghin cu th trng) d) market niche (hc th phn)

4/ a) international market (quc t) c) domestic market (ni a) b) overseas market (hi ngoi) d) worldwide market (ton cu)

5/ a) launch a product (tung ra sn phm) c) bring out a product (a ra SP)

b) withdraw a product (thu hi SP) d) introduce a product (gii thiu SP)

6/ a) slogan (khu hiu) c) discount (gim gi)

b) free sample (mu dng th min ph) d) special offer (khuyn mi c bit)

7/ a) retailer (ngi bn l) c) wholesaler (i l)

c) distributor (nh phn phi) d) manufacturer (nh SX)

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D. Complete this exercise and then compare answers with a partner. 1. Give an example of an expanding market in your country (hy cho 1 v

d v th trng ang m rng quc gia ca bn)

2. Give some examples of products or services which are targeted at niche markets. (hy nu 1 vi v d v cc sn phm hay dch v c nhm vo hc th trng)

3. Another name for a home market is a .... market. (1 ci tn khc dnh cho th trng trong nc l th trng ni a)

4. If a product has a design fault, a company may decide to it, correct the fault and relaunch it at a later date. (nu 1 sn phm b li v thit k th C.ty c th quyt nh thu hi v, chnh sa li v li tung ra th trng vo 1 ngy sau ny)

5. Just do it is an example of a (ch vic s dng n l v d v 1 khu hiu)

6. What is the difference between a retailer and a wholesaler ? (s khc nhau gia ca hng bn l v ca hng bn s l g ?)

B. Page 18

- campaign (n) : cuc vn ng - budget (n) : ngn sch - strategy (n) : chin lc - leader (n) : nh lnh o - survey (n) : cuc kho st - sector (n) : khu vc - product range (n) : lot sn phm - product manager (n) : ngi qun l sn phm - feature (n) : c tnh, c im - agency (n) : c quan - exchange (n) : s trao i - image (n) : hnh nh - contract (n) : hp ng - target (n) : mc tiu - promotion (n) : khuyn mi - sales figures (n) : doanh s bn hng - impressive (adj) : n tng - public relations department (n) : phng quan h cng chng - ambitious (adj) : tham vng ht

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- balance sheet (n) : bn bo co ti sn - volatile (adj) : bin ng, khng n nh

READING

Coffee Culture (vn ho c ph)

A. Answer these questions.

1. Which hot drinks are popular in your country ? (nhng loi thc ung

nng no ph bin t nc ca bn ?)

2. What is your favorite hot drink ? (loi thc ung nng a thch ca bn l g ?)

3. Which five words do you associate with coffee ? (bn lin tng n 5 t no thng gn vi c ph ?)

Coffee culture comes to coffee-growers

(Van hoa ca phe en vi nhng ngi trong ca phe)

By John Anthers and Mark Mulligan

Chile, ngi ta thch ung tr hn l c ph v cng thch ung nc pha sn hn ch pha nc.

Argentina, ngc li th ba n sng cng vi c ph Capuccino c si bt do hi nng thot ra t tch c ph hay trong qun c ph. Cn Brazil th sau ba n ti, c ph c phc v min ph bt k nh hng sang trng no.

iu thng lm cho khch du lch ngc nhin l Chu M Latin khng phi c nn vn ha ln thun nht. Tuy vy, s khc bit v khch hng Colombia v Venezula s khng b mt i qun c ph Starbucks, 1 trong nhng thng hiu ton cu ang pht trin nhanh.

Sau khi i tm kim nhng i tc ngi a phng v hot ng th kh thnh cng thnh ph Mexico th Starbucks c mt Nam M.

Khng c qung co nh qui c, C.ty c tr s tiu bang Seattle khai trng cc ca hng Lima v Santiago trong vng 24 gi.

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Peru v Chile khng c vn ho c ph th trng ln mc d cc qun c ph mang phong cch kiu Hoa K v u Chu bt u gia tng mnh cc qun c th trng ang ln ca c 2 th .

Mc d c s k l v vn ho th 1 cuc iu tra ca Starsbuck cho thy trung bnh ngi Chi l ch ung c 15 tch c ph mi nm so vi 345 tch M v hn gp 2 ln con s cc nc u Chu. Trong 800 gram c ph / 1 u ngi c mua cc siu th v t cc ca hng bn ho hng mi nm 90 % trong s l Nest C ph.

Argentina, tiu th u ngi l khong 4 kg 1 nm, phn ln l c ph xay. Cho d c l nc trng c ph th Peru cng tiu th c ph nhiu ging nh vy.

iu ma mai khng ch b nh mt ng Julio Gutierrez, trng i din ca Starbucks Chu M Latin v lnh vc c ph quc t. Chng ti kinh doanh lm n M Latin c nhiu thp nin ri. ng y ni, chng ti tuy cha c ca hng no nhng chng ti mua c ph Brazil ngay t lc mi bt u khi nghip. Vic m rng s ty thuc vo thi gian tm c cc i tc thch hp nhng quc gia , ng ni. Nu chng ti khng tm c ai th chng ti suy ngh c th t mnh u t .

Bt c ai bit v cu chuyn ca Starbucks u c th nhn thy nhng im bn l tim nng nm nhng qun cao cp cc thnh ph ca khu vc th . T 1 ca hng khu ch Pike Place Market tiu bang Seattle vo nm 1971, ngy nay c ph Starbucks s hu 3907 ca hng Bc M v xin giy php m thm 1378 ca hng na. H cng s hu 437 ca hng v nhng quyn kinh doanh (franchise) cho 1180 im bn l trn khp th gii.

Ban u Starbucks m rng ngay t th trng trong nc n Japan vo nm 1996 v hin ang c mt hn 30 quc gia.

Ch ring nm ngoi, m hnh ca hng c ph c phng khch theo kiu gh ngi sofa c trng by Mexico, c, Ty Ban Nha, o, Puerto Rico, Hy Lp, Oman, Indonesia, v min nam Trung Quc. Starbucks c mt khp no ng, cc ca hng bn l nh (mini) c nhn thy cc khu vc vn phng cc hng hng khng, sn vn ng, phi trng, khch sn, ca hng bn sch. Mt chui cc qun bar cafe nhi nhau ni ln u b Starbucks nut sch hay phi sp nhp vi cc i th cnh tranh khc.

Tuy vy, s may mn v ting tm khng th n vi Starbucks nu khng c nhng li ch trch ph bnh. Mt s nh phn tch ni rng C.ty b bt buc phi ton cu ho bi v th trng trong nc bo ha. Cn nhng ngi khc ni rng cu chuyn ca Nht Bn khng c g vui v. ht

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S lo ngi v an ninh buc C.ty phi rt lui khi Israel. Phong tro chng li ton cu ho tn ca Starbucks ln u danh sch. nhng x hi nh Chile v Mexico th cc C.ty ca M u c cho n v bt k s k th nc ngoi u to nn s t m.

Cc ca hng Starbucks Lima v Santiago ng nght ngi ngay t khi m ca, th l C.ty m thm 15 ca hng TP. Mexico k t lc m ca hng u tin gn ta i S M cch y 1 nm.

ng Roma Perez Miranda, ngi ng u Chu M Latin v thng hiu quc t ng rng Mexico rt gn gi vi Chu M Latin so vi Hoa K v mt a l cng nh vn ho. ng ni r rng l n l im khi u i vi Starbucks.

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(Trang 17)

B. Read the article quickly and identify the country or countries where

the statement is true. (hy cho bit ngi dn nc no thch ung c ph theo vn ho ca h)

1. People in this country would rather drink tea than coffee. (ngi dn t nc ny thch ung tr hn c ph)

2. People in this country would rather drink instant coffee. (ngi dn t nc ny thch ung c ph pha tan nhanh hn)

3. In this country coffee is usually free after dinner in restaurants. ( quc gia ny c ph thng c ung min ph sau ba n ti cc nh hng)

4. In this country people drink 345 cups of coffee a year. ( quc gia ny ngi ta ung 345 tch c ph 1 nm)

5. In this country people drink 4 kg of whole or ground coffee beans per year. ( quc gia ny ngi ta ung 4 kg c ph nguyn ht hoc c ph xay mi nm)

C. Answer these questions :

1. Where and when did Starbucks begin ? (Starbucks bt u u &

khi no ?)

2. How many stores does it own in a) North America ? b) the rest of the world ? (n hin s hu bao nhiu ca hng a) Bc M ? b) phn cn li ca th gii ?)

3. How many stores does it allow others to operate in a) North America ? b) the rest of the world ? (n cho php nhng i tc khc iu hnh bao nhiu ca hng a) Bc M ? b) phn cn li ca th gii ?)

4. Which overseas market did Starbucks enter first ? (Starbucks vo th trng no hi ngoi trc tin ?)

5. In what sort of places can you find Starbucks sales-points ? (bn c th tm thy nhng im bn l ca Starbucks loi a im no ?)

6. According to the article what four problems have Starbucks had ? (theo bi bo ny th Starbucks gp 4 vn g ?)

Argentina Peru Chile Brazil Colombia Venezuela Mexico US

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D. Page 17 1 retreat from (rt lui khi) 2 launch (tung ra sn phm) 3 pull out of (rt lui khi) 6 introduce (gii thiu) 4 break into (xm nhp vo) 5 penetrate (xm nhp vo) 7 saturate (bo ha) 8 withdraw (rt lui) 10 roll out (a ra sn phm) 11 license (cp giy php, hp ng) 9 get a foothold in (c ch ng vng chc trong) 12 phase out (ngng, kt thc)

- home market = domestic market : th trng trong nc

A. Find noun phrases in the article on page 16 which have similar meanings to the phrases below.

1. nhng s kin chnh v ai m mua hng ho hay dch v

(paragraph 3)

2. hnh ng ving thm nhng ca hng bn l bn thc ung nng cho nhiu ngi (paragraph 6)

3. nhng ni m bn nhng sn phm c bit m c s khc bit v mt no

4. lng hng ho hay nguyn liu c 1 ngi dng trong 1 giai on thi gian no (paragraph 8)

5. mt nhm ngi c gng ngn chn cc C.ty quc t ang kim sot nn kinh t ca th gii

C. The word in each of the noun phrases below are in the wrong order.

Write the phrases in their correct form. (hy t cu theo t gi ) 1. Doanh s bn hng tht s n tng 2. Phng quan h cng chng mi 3. Chng trnh nghin cu th trng y tham vng 4. Cc hot ng nc ngoi ang m rng 5. Bn bo co ti sn c ci thin nhanh chng 6. T gi hi i thay i cc nhanh 7. Bn bo co th trng kh kn http

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Unit 3 : Building relationships

STARTING UP

A. Discuss these questions. 1. What are the most important relationships for you ? (cc mi quan h

quan trng nht i vi bn l g ?)

a) at your place of work or study ? ( ni lm vic hay hc tp ?) b) outside your place of work or study ? (bn ngoi ni lm vic hay hc

tp ?)

2. What benefits do you get from each relationship ? (bn c c li ch g t mi mi quan h ?)

B. Ward Lincoln, Business Relations Manager with an international

training organisation, is talking about areas for companies to consider in order to build strong business relationship. What factors will he mention ? (Ward Lincoln, Gim c b phn Quan h Kinh doanh mt t chc o to quc t, ang ni v cc lnh vc cc cng ty xem xt xy dng mi quan h kinh doanh mnh m. ng ta s cp n nhng yu t g ?)

C. Answer the questions in the quiz. Then turn to page 153 find out how

good you are at building relationships. (hy tr li cc cu hi trong cuc thi vui. Ri chuyn sang trang 153 tm hiu xem bn gii c no vic xy dng cc mi quan h) 1) You are in a room with a group of people who dont know each

other. Do you : (bn ang trong mt cn phng cng vi mt nhm ngi m khng quen bit nhau. Bn c :)

a) wait for someone to say something ? (i ai ni iu g khng ?)

b) introduce a topic of conversation ? (a ra 1 ti tr chuyn khng ?)

c) introduce yourself ? (t gii thiu v mnh khng ?)

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2) When you are introduced to people, do you remember (khi bn c gii thiu vi mi ngi, bn c nh)

a) their name ? (tn ca h khng ?) b) their face ? (khun mt ca h khng ?) c) their clothes ? (qun o ca h khng ?)

3) On festive occasions, e.g. New Year, do you (vo cc dp l hi,

chng hn nh Nm Mi, bn c)

a) send greeting cards to everyone you know ? (gi thip chc mng n nhng ngi m bn quen bit khng ?)

b) send e-mails ? (gi th in t khng ?)

c) reply only to cards received ? (ch tr li nhng tm thip nhn ?)

4) Do you think small talk is (bn c ngh rng cuc tr chuyn x giao

th / l)

a) enjoyable ? (th v ?) b) a waste of time ? (lng ph thi gian ?) c) difficult to do well ? (kh m lm tt ?)

5) Do you prefer (bn c thch)

a) not to socialise with colleagues ? (khng giao thip vi cc ng nghip ?)

b) to socialise often with colleagues ? (giao thip thng xuyn vi cc ng nghip ?)

c) to socialise with colleagues only if you have to ? (giao thip vi cc ng nghip ch khi bn phi ?)

6) Do you like to have conversations (bn c thch tr chuyn)

a) with people who share your interests ? (vi nhng ngi c cng s thch vi bn ?)

b) with almost anyone ? (vi hu ht bt c ai ?)

c) with people who are your social equals ? (vi nhng ngi c a v x hi ngang bng vi bn ?)

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(Trang 23)

VOCABULARY

A. The verbs below are often used with the word relations. Use them to complete the table. (nhng ng t di y thng c s dng trong cc mi quan h t. Hy dng chng hon thnh bng) - to break off : chm dt - to build up : xy dng - cement (n) : xi-mng - to cement : gn kt - to foster : thc y - to cut off : ct gim - to develop : pht trin - to disrupt : lm gin on - to encourage : khuyn khch - to establish : thit lp - to endanger : gy nguy him - to improve : ci thin - to jeopardise : hy hoi - to maintain : duy tr - to strengthen : tng cng, cng c - to promote : xc tin, thc y - to restore : phc hi - to resume : bt u li - to damage : lm thit hi, lm h - sour (adj) : chua - to undermine : lm suy yu

B. Choose the correct verb in each sentence.

1. Sales staff who are impolite to customers disrupt / damage the

reputation of a company.

2. We are planning to promote / establish branch offices in Singapore.

3. By merging with a US company, we greatly strengthened / maintained our sales force.

4. Our image has been fostered / undermined by poor after-sales service.

5. Thanks to a new communications system, we are souring / improving relations with suppliers. ht

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6. A strike at our factory resumed / disrupted production for several weeks.

7. We could not agree on several points so we broke off / cut off talks regarding a joint venture.

8. The success of our new product launch was resumed / jeopardised by an unimaginative advertising campaign.

9. In order to gain market share in China, we are building up / cutting off a sales network there.

10. Relations between the two countries have been endangered / fostered by official visits and trade delegations.

1. Nhn vin bn hng m bt lch s vi khch hng l lm tn hi

danh ting ca mt cng ty.

2. Chng ti ang ln k hoch thit lp cc vn phng chi nhnh ti Singapore.

3. Bng cch sp nhp vi mt cng ty M, chng ti tng cng sc mnh ln lao cho lc lng bn hng.

4. Hnh nh ca chng ta b hy hoi bi dch v hu mi km.

5. Nh c mt h thng thng tin lin lc mi, chng ta ang ci thin cc quan h vi cc nh cung cp.

6. Mt cuc nh cng nh my chng ti lm gin on sn xut trong vi tun l.

7. Chng ti khng th ng v mt s im do vy chng ti chm dt cc cuc hi m lin quan n vic lin doanh.

8. S thnh cng ca vic ra mt sn phm mi ca chng ta b hy hoi bi mt chin dch qung co khng sng to.

9. ginh c th phn Trung Quc, chng ti ang xy dng mt mng li bn hng .

10. Cc quan h gia hai nc c thc y qua cc chuyn thm chnh thc cng cc phi on thng mi.

C. Match the following sentence halves. Then make five more

sentences with the verbs in Exercises A and B. (hy kt hp cc na cu di y. Ri to ra thm 5 cu c cc ng t bi tp A v B)

1. Widespread rumours of a hostile take-over bid are certain. 2. The Accounts Departments very slow payment of invoices. http

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3. The long-term contracts, which will run for the next five years. 4. The excellent relations the company enjoys with the local community. 5. As a result of the governments imposition of currency controls.

a) are a credit to its highly effective PR Department. b) have cemented relations between to two companies. c) its close relations with several major foreign investors have been

jeopardised. d) is causing stormy relations with some of the companys suppliers. e) to strain relations between the two leading French software

companies

1-e 2-d 3-b 4-a 5-c

1. Tin n lan rng v 1 mc gi mua li cng ty khng c n cho chc chn gy cng thng cc mi quan h gia hai cng ty phn mm hng u ca Php.

2. Vic thanh ton ha n rt chm ca phng k ton ang gy ra cc mi quan h khng mn m vi mt s nh cung cp ca cng ty.

3. Cc hp ng di hn m s c hiu lc trong vng 5 nm ti gn kt cc mi quan h gia hai cng ty.

4. Cc mi quan h tuyt vi m cng ty c c vi cng ng a phng l uy tn i vi phng quan h cng chng ca C.ty lm vic rt c hiu qu.

5. Do vic p t cc kim sot tin t ca chnh ph, m cc mi quan h thn thit ca chnh ph vi mt s nh u t ln nc ngoi b hy hoi.

(Trang 26)

A. Underline all the multi-word verbs in the conversation in Exercise A.

Then match each one to a verb phrase with a similar meaning below. (hy gch di tt c cc ng t gm nhiu t trong bi m thoi bi tp A. Sau hy i chiu mi 1 ng t ny vi cm t c vai tr nh ng t c ngha tng t di y)

1. have a friendly relationship (c mi quan h thn thin) 2. depend on / rely on (ph thuc vo / da vo) ht

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3. make bigger / stronger (lm cho ln hn / mnh m hn) 4. keep / maintain (gi gn / bo tr) 5. postpone / delay (hon / tr hon) 6. find out opinions / intentions (tm hiu quan im / cc nh) 7. disappoint (lm tht vng) 8. arrange (sp xp) 9. compile / write down (bin son / ghi li) 10. cancel (hy b)

AIG knows everyone in Asia

(AIG hieu biet moi ngi Chau A)

AIG, l tp on quc t M (American International Group), pht trin t mt i l bo him nh c tr s ti Thng Hi thnh cng ty bo him ln nht th gii tnh theo gi tr th trng. Tp on c tin vn khong 166 t USD v n su vo vn ha doanh nghip ca Chu . Tht vy, vi ngun gc hn na th k trc v lin tc tp trung vo khu vc bi ng Maurice Greenberg, Ch tch Hi ng, AIG c mt quy m hot ng vt tri, s mnh m v chnh tr v kt ni thng mi.

i vi cc c quan bo him khc M v Chu u, cng ty va c im chun v l i th cnh tranh mnh m. "H hiu bit mi ngi Chu .

Tuy nhin, tip tc pht trin thnh vng, AIG s phi thnh cng Trung Quc 1 th trng bo him c tim nng ln nht cha c khai thc trn th gii.

Sau 17 nm vn ng hnh lang ca ng Greenberg, AIG l cng ty bo him nc ngoi u tin c php vo Trung Quc vo nm 1992. Hin gi C.ty hot ng tm thnh ph nhng ni ch c "li nhun nh" trong nc. Hin ti, chuyn s hin din tin phong ca C.ty sang thnh cng thng mi l 1 thch thc ln nht ca AIG.

Trung Quc cng nh vi phn cn li ca Chu , li th chnh ca tp on bo him AIG i vi cc i th cnh tranh l s hin din lu di ca n. Tp on c thnh lp ti Thng Hi vo nm 1919, bi ng Cornelius Vander Starr, mt doanh nhn 27 tui ngi M.

S mnh lch s , v nhim v ca ng Starr l tm kim m rng ti phn cn li ca Chu trong 10 nm tip theo, vn mang li li ch cho cng ty. Trong 9 thp k qua, AIG c xy dng da trn nn tng khng ht

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ngng theo ui cc mi quan h cht ch vi cc chnh ph, cc nh qun l v doanh nhn mnh m ca Chu .

Edmund Tse, ngi iu hnh cc hot ng ti Chu v bo him nhn th trn th gii, ni rng chnh sch ca AIG l xy dng mi quan h vi cng nhiu ngi c nh hng th cng tt. "Nu bn mun kinh doanh th bn phi lm bn b vi cc nh lnh o cp cao", ng ni. "Bn cn phi kt bn vi ngi ng u nh nc, B trng B ti chnh, B trng B thng mi, Thng c ngn hng trung ng v cc c quan iu hnh bo him."

AIG tin rng ba thp k theo ui Trung Quc s c tng thng bng vic tip cn khng hn ch vo th trng bo him rng ln ny. "Ngi Trung Quc lun lun nh nhng ngi bn tt", ng Tse.

Nhng nu 'tnh bn' vi Trung Quc khng khai thc tim nng ca t nc th AIG c th b mt ng lc tng trng chnh ca n. V khng c mt Chu mnh, AIG s l mt cng ty yu i rt nhiu.

AIG c 80.000 nhn vin v 350.000 i l lin kt ti 130 quc gia, nhng phn ln s thnh cng ca n l do cc mi quan h c nhn.

Phn nhiu cc mi quan h c vung p bi ng Maurice Greenberg, Ch tch kim Gim c iu hnh ca cng ty.

ng Greenberg ni rng vic nh cc lu di ca AIG cng ging nh con dao 2 li, c bit l trong vic u t vo cc th trng mi ni. ng theo ui Trung Quc trong 17 nm, trc khi c cp giy php vo nm 1992.

ng Greenberg quen bit mt vi ngi. Phong cch ca ng lun lun mun tho lun cc vn ln nh doanh nghip, chnh tr v kinh t vi bt c ai ng gp. Mt nh phn tch cp n AIG l mt doanh nghip quc gia c ti nng v ng Greenberg lun i lm i din cng ty trong cc cuc tho lun cp cao. Nu bn ang lm vic vi Th tng hoc Tng thng ca mt quc gia, th ng y khng cn c cp ph hay ph t n ph gip. Ngay c mt quc gia khng phi l mt trong nhng quc gia hng u trn th gii th quc gia cng tht quan trng. N quan trng i vi ng v chng ta.

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Unit 4 : Success

STARTING UP

A. What makes people successful ? Add more words to the list below. Then choose the five most important. (iu g lm cho ngi ta thnh cng ? hy thm thm t vo danh sch bn di. Sau chn 5 t quan trng nht) - charisma (n) : v quyn r - drive (n) : ngh lc - looks (n) : vc dng bn ngoi - nepotism (n) : vic da vo mi quan h thn thuc vi ngi

c chc quyn - discipline (n) : tnh k lut - dedication (n) : s tn ty - imagination (n) : s sng to - luck (n) : vn may - ruthlessness (n) : s tn nhn - money (n) : tin bc

B. Talk about a person you know who is successful. Why are they

successful ? (hy ni v 1 ngi m bn bit h thnh cng. Ti sao h thnh cng ?)

D. Complete these statements using words from the box. (hy hon

thnh cc cu di y dng nhng t trong khung) Mt doanh nghip thnh cng l ...

a) lun kim c tin v ngy cng tng li nhun.

b) thng ng u th trng.

c) tin v pha trc v quan tm n s i mi.

d) c s thc y ngun nhn lc.

e) c c s cc khch hng trung thnh.

f) c mt thng hiu ni ting trn th gii v thng hiu c cng nhn.

g) pht hnh c phiu c gi tr hng triu trn th trng chng khon. http

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h) c tr s chnh mt v tr sang trng uy tn.

i) c nhiu chi nhnh v cng ty con trn khp th gii.

j) i x tt vi nhn vin v ch trng ti yu t con ngi.

(Trang 31)

Name of founder (tn ngi sng lp) Type of products (loi sn phm) Chief Executive Officer (Tng gim c) Sponsorship (ti tr) Diversification (a dng ha sn phm) Expansion (vic m rng) Date of going public (ngy thng c phn ha) Founding date (ngy thng thnh lp)

Sole brothers

Vo nm 1984, Rudolf Dassler ri khi cng ty Adidas thuc s hu ca anh trai thnh lp cng ty giy ca ring mnh, cng ty Puma.

Sau khi thnh cng vi cc sn phm phc v cho ngnh th thao, c bit l trn sn bng . Tip tc theo di s thay i ca th thao, Puma tr thnh mt cng ty hp doanh.

C.ty thnh cng hn na ti cc cuc thi th vn hi Olympic v World Cup vi cc cu th nh tuyn th bng ni ting Brazil Pele mang giy Puma.

Nm 1970, C.ty thnh cng vi giy th thao dnh cho tennis v ti nm 1981 nhiu ngi sao bng M s dng giy Puma. Sau , cc ngi sao tennis Martina Navratilova v Boris Becker thng gii qun vt Wimbledon u mang giy Puma.

Nm 1986, Puma tr thnh cng ty c phn ho trn th trng chng khon Frankfurt v Munich.

Vo thi im , Puma a ra nhiu i mi trong thit k giy nh giy Trinomic & Disc system.

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Jochen Zeitz c b nhim lm Tng gim c iu hnh vo nm 1993. Mt nm sau, Puma ln u tin hot ng c li t khi C.ty c phn ho.

Sau khi thnh cng nhiu hn trong lnh vc th thao, Puma thnh lp cng ty Puma Bc M, y c xem l mt cng ty con thuc s hu hon ton ca Puma C.ty m.

Nm 1998 Puma kt ni gia th thao v thi trang bng s ra mt mt b su tp vi cc thit k thi trang Jil Sander. V nhng sn phm trong b su tp c t hng cho cc b phim Hollywood hng u.

Nm 2000, mt trong nhng thnh cng ca nm hot ng u tin l Puma ra mt trang web www.puma.com. Puma cng tip tc to nn s ha hp gia thi trang v qun o bng cch hp tc vi nhiu nh thit k hng u.

Cng ty cng cho ra mt qun o v giy dp cho du khch kinh doanh mc vo cc chuyn i kinh doanh.

Sn phm ca Puma cng ang rt ph bin. M hnh giy mi ca h c chp hnh bi nhng ngi yu thch thi trang. Sn phm ca h c gia cng v phn phi ti hn 80 quc gia. Puma ang c k hoch lp mt trang web trn ton th gii gm c cc ca hng da trn quan im ring ca h m rng th trng.

(Trang 34)

VOCABULARY

- to overproduce : sn xut tha - to misinterpret : gii thch sai - to outvote : ginh p o l phiu bnh chn - co-founder (n) : ngi ng sng lp - to rename : t li tn, i tn - ultra-sophisticated (adj) : cc k tinh vi - ex-president (n) : cu Ch tch - to deactivate : hy kch hot - underselling : bn t

A. Before you read the article, say what you know about the following : http

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1 Bill Gates 2 Steve Jobs 3 Tim Burners - Lee. 1. Bill Gates

Chairman and Chief Soft Architect of Microsoft Corporation, the worldwide leader in software. Born October 28, 1955. Grew up in Seattle, where his father is a lawyer. Began programming computers at the age of 13. Went to Harvard University, but left before graduating in order to devote his time to Microsoft, a company he began in 1975 with his friend Paul Allen. Married Melinda French Gates in 1994 and has three children. Gives generously to charity through the Bill and Melinda Gates Foundation.

2. Steve Jobs

Co-founder of Apple. Now CEO of both Apple Computers and Pixar Animation Studios, famous for computer animated films such as Toy Story and Finding Nemo. Born February 24 1955 in Wisconsin. Adopted soon after birth by Paul and Clara Jobs and raised in Santa Clara, California. Helped popularise the concept of the home computer with the Apple II. Fired from Apple by John Sculley but later rejoined the company and turned its fortunes around with the ipod. Married Laurence Powell in 1991 and has three children with her. Also has a daughter with Christine Brennan.

3. Tim Berners Lee

Inventor of the World Web and Director of the World Wide Web Consortium, which oversees its continued development. Born in London June 8 1955. Parents both mathemeticians who worked on the Manchester Mark I, one of the earliest computers. Graduated from Oxford University in 1976. Created the World Wide Web in 1991 and built the first server and web browser. Currently Chair of Computer Science at Southampton University. Married with two children.

The Guardian Profile : Steve Jobs

(Cau chuyen ang tren bao Ngi Bao Ve : Steve Jobs)

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Jobs l ngi ng sng lp ca Apple, ngi n ng ng sau s thnh cng ng kinh ngc ca hng phim hot hnh Pixar - Toy Story v Finding Nemo ni ting - mt t ph c coi l c tm nhn trong ngnh cng nghip ny.

Sinh ra c cha l ngi Rp Ai Cp v m l ngi M Green Bay, Wisconsin. Vo 49 nm trc, Steven Paul c nhn nui ngay sau khi sinh bi Paul v Clara Jobs, l ngi sng Mountain View, Santa Clara, California.

Sau khi hc xong trung hc California, Jobs n min Bc California v ghi danh hc ti trng Reed thuc thnh ph Portland, tiu bang Oregon, nhng b hc ch sau mt hc k. California, ng tham gia v tr thnh thnh vin thng xuyn ti Cu lc b Homebrew Computer, lm vic cng vi mt ngi bn, trong 5 nm vi 1 ngi ln tui hn mnh, c tm nhn v tng lai : Steve Wozniak.

Nm 1976, khi Jobs 21 tui, ng v Wozniak bt u vic kinh doanh ring ca h, Cng ty my tnh Apple, bn trong nh xe ca gia nh Jobs. Cng vi mt mc tiu l sn xut my tnh c nhn vi gi c hp l, khng lu sau th cp i ny a vo th trng chic my tnh c tn gi l Apple I. Mt cng ty a phng t hng 25 my tnh trong s nhng sn phm ch to th v cp i ny cng bt tay thc hin. Ngay sau s thnh cng ca Apple I v a em k Apple II cng c ra mt. Ch mi 25 tui, Jobs c trong tay s tin tr gi khong 165 triu USD.

Apple l bc ngot u tin trong s nghip ca Jobs nhng vo nm 1985, ng rt lui khi sau khi John Sculley, ngi trc gia nhp cng ty Pepsi-Cola, quyt nh l thi im t b th nghim. Bn nm sau, Jobs tr li vi mt cng ty my tnh khc, NextStep, nhng khng bao gi t c s thnh cng nh Apple nhng nhc nh mi ngi rng ng vn cha kt thc.

V sau Jobs c ca ngi ln th hai, bt u vi s tham gia u tin Pixar, mt hng phim hot hnh m ng mua li t o din phim Star Wars, George Lucas, v i tn li. B phim c a thch (Toy Story) ngay lp tc tr thnh mt trong nhng b phim n khch Hollywood, mt thnh cng ch c thm vo cng vi vic pht hnh ca Finding Nemo.

Paxar gip cho Jobs tr thnh t ph. Chin thng ca Jobs cng nhc nh mi ngi v kh nng ca ng y v d on v tng lai cng ngh. Apple mi ng tr li. ng tr li vo nm 1997 v trong mt nm khi m cng ty cha mnh th mt ln na kim v mt khi li nhun tuyt vi. ht

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S mo him gn y nht ca ng c th l nh hng ln nht. K t khi xut hin Internet tc cao, ngnh cng nghip m nhc c li than phin rng n ang b lm dng bi cc lt ti v ca tin tc. Nhng c m ca hng trm cng ty chnh l cch khai thc nhng mong mun cho m nhc trn Internet v bin n thnh li nhun. Jobs tin tng rng iTurn l cu tr li.

Nhng sau , Jobs khng tin tng rng cng ty ng y bn vi gi r. "iu ny s i vo lch s nh l mt bc ngot cho ngnh cng nghip m nhc." ng ni trn tp ch Fortune trong bui ra mt ca iTunes M.

Cc nh bo, nhng ngi theo di s nghip ca Steve Jobs cng nhn thy mt kha cnh khc v nhn cch ca Jobs khi ng bc ra khi cuc phng vn, t ra kh chu trc nhng cu hi v t chi xm nhp vo cuc sng c nhn ca mnh. ng khng bit cch gi kin nhn.

"Chng ta khng th c mt nhn vt ti ba m khng c mt thiu st nghim trng". l nh gi ca David Plotnikoff, ngi vit mt cu chuyn vo u nm nay c ng trn t bo a phng. Jobs ... c mt cht s kiu ngo m mi ngi nhn thy kh m b qua ... Vi Jobs, n khng bao gi l ni "Chng ti ng trong vic ny v h sai". Khng, l lun lun "Chng ti ng v h l k ngc".

Nhng Plotnikoff ni thm : "Ch n gin l khng c cch no Mac c th c sinh ra m khng c s t tin cao". Nu tng c mt ch v ti nng a n s thnh cng ca Jobs, th n c dng tm kim cc thin ti khc v thc y ti nng ca h.

B. Underline the odd one out in each group. (hy gch di t khc

ngha)

C. Complete the sentenses with the correct word from Exercise B. (hy

hon thnh cc cu ny vi t ng bi tp B) 1. Mt s nhn vin bn hng thc hin vo nm ngoi v khng

t c mc tiu.

2. Smith v Turner chnh l hai ng tc gi ca bn bo co.

3. Chng ti s ti xut xng sn phm ca mnh ngay sau khi chng ti hon tt vic thay i.

4. Chng ti nh gi cao s lng ngi s mua sn phm ca mnh Chu . ht

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5. Bi v cng ty qun l qu yu km trong nhiu nm tri, v th chng ti buc phi ng ca do ph sn.

6. H phi tr gi cao hn i th ca mnh c tip nhn cc cng ty.

7. Nh my ca chng ti cc k hin i c b phn qun l cc my mc ngh thut.

8. ng ch c ca ti khng th n lm vic v vy ti ri b cng ty.

9. Nhiu cng ty quc doanh ng u ang dn c t hu ha.

Unit 5 : Job satisfaction

STARTING UP

A. Which of the following would motivate you to work harder ? Choose your top five and rank them in order of priority. Explain your priorities. (iu no sau y s thc y bn lm vic chm ch hn ? hy chn nm t v xp hng chng theo th t u tin ca bn. Hy gii thch u tin ca bn) - bonus : tin thng - bigger salary : tin lng cao hn - commission : tin hoa hng - praise : li khen ngi - more responsibility : trch nhim nhiu hn - threat of redundancy : nguy c gim bin ch - hard-working boss : ng ch lm vic cn c - good colleagues : cc ng nghip tt - a better working environment : 1 mi trng lm vic tt hn - promotion opportunities : cc c hi thng tin http

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- perks or fringe benefits : cc c quyn hay cc khon tr cp - working for a successful company : lm vic cho mt cng ty thnh t

(Trang 38 - 39) VOCABULARY

A. (hy i chiu cc t c ngha ging nhau)

- bureaucracy : t quan liu - autonomy : s c lp - burnout : s suy kit sc khe - pay : tin lng - appraisal : s nh gi - perks : cc phc li - golden handshake : tin tr cp ngh vic - assessment : s nh gi - remuneration : th lao, tin cng - fringe benefits : cc tr cp - severance package : gi tr cp ngh vic - independence : s c lp - breakdown (n) : s suy sp tinh thn - red tape : th tc rm r, khng cn thit

B. Complete the sentences with words or phrases from Exercise A.

(hy hon thnh cc cu vi cc t hay cm t bi tp A) 1. Hu ht mi ngi u mun kim sot cng vic ca mnh v th m

s c lp c xp gn u danh sch ca h v ng lc thc y cc yu t.

2. i ph vi t quan liu l rt tn thi gian, cn thc y cc vn c nh hng n cc doanh nghip ln v cc t chc.

3. Lm vic qu sc c th dn n suy kit nu khng pht hin sm.

4. Nhiu cuc nghin cu v s tha mn trong cng vic, tht ng ngc nhin, cho thy rng tin lng khng phi l yu t thc y nht.

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5. Vic ban pht cc c quyn thay v tng lng c th l 1 cch gi chn nhn vin trong ngnh cng nghip truyn thng nhn vin to ra doanh thu cao.

6. ng y nhn c mt khon tin tr cp ngh vic rt ho phng khi ng ri cng ty.

7. Mt cch cc nh qun l gim st v pht trin nhn vin c lng trung thnh l s dng cc cuc phng vn nh gi kh nng.

C. Complete each sentense with the correct form of the word in bold.

Sometimes you will need to use a negative form. (hy hon thnh cu vi hnh thc ng ca t in m. i khi bn s cn dng hnh thc ph nh)

1. Hi lng

a. Nhiu cuc kho st cho thy rng nhn vin c gi lm vic linh hot th s hi lng vi cng vic hn so vi lm gi c nh.

b. Tin lng thp v iu kin lm vic km to ra nhng cng nhn bt mn.

c. Cc cng ty nh chu u nm trong bng xp hng hng u v s hi lng trong cng vic.

2. ng lc

a. Nhng yu t c s thc y mnh m trong cuc sng ca con ngi l g ?

b. Cng nhn s xung tinh thn nu h lm vic nhiu gi m lnh lng thp.

c. ng lc g khin bn tr thnh mt nhn vin bn hng ?

3. S tht vng, kh chu

a. Bn c th nhn thy s tht vng ang dng ln trong lc lng lao ng.

b. Ti cm thy cuc ni chuyn vi anh ta kh tht vng v anh y khng chu lng nghe.

c. Ti cm thy qu tht vng vi thi ca h n ni ti quyt nh t chc.

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(Trang 40)

READING

C. Look in the article to complete these word partnerships. (tm cc t trong bi hon thnh cc quan h t)

D. Complete these sentenses with word partnerships from Exercise C.

(hy hon thnh cc cu sau vi cc quan h t bi tp C) 1. ng y t chc sau khi c nhiu vn c nhn trong nm nay.

2. Xy dng lng trung thnh ca nhn vin l rt quan trng cng vi t l tht nghip mc rt thp.

3. Tng gim c ca chng ta ph trch iu hnh cng ty v thc hin cc quyt nh chin lc lin doanh vi gim c iu hnh.

4. Gim c iu hnh mi thay i vn ha trong h thng quan liu ca cng ty hng ti li nhun ca doanh nghip.

5. Nhng cng ty gy nhim mi trng ang b qua o c v trch nhim x hi ca h.

6. Nhng ngi c nng lc cao s nhn c tin thng ln nht.

7. Chng ta cn phi s dng l lun v ngh chung ch khng phi l nhng tnh cm thc hin quyt nh ny.

Perks that work

(Nhng ac quyen khi lam viec)

Vic lm cho ngi khc hnh phc l mt k xo tht kh. Vi t l tht nghip ang mc rt thp, Cc cng ty ang c gng lm mi cch" gi chn nhn vin, Jay Doherty lm cng ty t vn nhn s M. William Mercer Inc, c tr s New York ni. Nhn vin khng ch c nung chiu, m h cn nhn c thm tin, bng lc tt hn v c h tr nhng vn c nhn nh chm sc con ci v k hoch ti chnh. Cc ng ch tng n trnh thay v can thip vo. "Vic gi chn nhn vin khng cn l vn nhn s, m l vn ca doanh nghip, Doherty ni.

Bi v cc cng ty cng ngh phi i mt vi th trng lao ng khan him, h tch cc a ra nhng cch thc gi chn cng nhn. V d

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Cng ty truyn thng Herndon-Net2000 khen thng nhn vin cao cp bng nhng chic xe sang trng nh BMW 323i hoc Z3.

Ch cng ty khai thc m MicroStrategy, tin thm mt bc na v t chc cho tt c cc nhn vin ca mnh i du lch trn bin Ca-ri-b.

C c quyn nh vy l rt tt cho ngi lao ng, nhng chng c ngha vi cng ty khng ? C l, theo Doherty th tt c cc cng ty - bao gm c cc cng ty cng ngh - "phi cn thn, h khng to ra mt m hnh kinh doanh m khng c li nhun. "ng nm tin vo ngi lao ng khi h mun ra i v khng phi tng lng l s khin h lm vic. Cc c quyn v phc li c th c nh hng, nhng chng phi c iu chnh cho ph hp vi cng ty v lnh vc kinh doanh. Khng thm c quyn mi ch v h c v nh xem l xu hng mi, ng ni. "Thnh thong c mt s tuyt vng khi ch cn c gng vo mt iu g , v n rt tn km."

Mt v d nh MicroStrategy, bo co thu nhp cho thy thp hn u nm nay, h xem xt li du lch trn bin.

Tuy nhin, cng ty vn phi i mt vi s khng hong lao ng m thc s c th lm tn hi cng ty. Lm th no gi chn cng nhn ? Bt u bng cch lm cho h cm thy h l mt phn c v tr c bit vi mt nn vn ha c o. "Chng ti mun thu nhng ngi hon ton ph hp vi nhng gi tr to ra", ng Tim Huval, Tng gim c ca trung tm South Dakota ku gi nh vy vi 2.200 nhn vin ca Gateway v ti c s sn xut Hampton. "Trung thc, hiu qu s dng, s hung hng, tn trng, lm vic theo nhm, s quan tm, ngh chung v nim vui. l nhng gi tr m chng ta ang sng "Richmond-Xperts cng sng nh vy theo h thng gi tr.

William Tyler, ngi sng lp v Gim c iu hnh thc y cht lng kt ni ca cuc sng vi mt thc trch nhim x hi.

Cng nhn c th ch nh Xperts lm t chc phi li nhun gp phn vo, l v d. Mt nn vn ha mnh m gy kh khn khin cho h phi ra i, Tyler ni. "H khng c mt s thi thc khi phi ra i bi v h tm thy mt ngi nh. H ang hnh phc."

iu ng lu l vn ha doanh nghip khng ni nhiu v cc c ng hoc li nhun. l mt cch tip cn quyt nh nhn vin l trung tm. "Nu bn hi bt k ngi trong s h, tt c h s ni, "Hy tr ti nhiu tin hn." "Nhng khng phi s tht", Tyler ni. "Nhng g h ang tm kim, l mt ni m h phi tm ra cho ti. "

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iu c ngha l gip nhn vin i ph vi nhng vn m h phi i mt vi bn ngoi vn phng. " l ni m cc cng ty c th xy dng lng trung thnh ca nhn vin." Barbara Bailey thuc vn phng Richmond ca William M. Mercer. Mt trong nhng cng c ph bin ang c ci to li cc chnh sch to ra nhng ngy ngh php linh hot ''t tt c cc nhn vin ngh php vo mt tn gi duy nht. Nhn vin mt thi gian khi h cn v khng cn phi gi n l k ngh hoc ngh bnh."Vn trong cuc sng cng vic l rt ln", Bailey ni. "Bn lm cho h cm thy nh l mc d h khng quan tm n vic tm kim ni khc bi v h ang rt hnh phc vi cuc sng ca h."

- paternity (n) : vic lm cha (the fact of being the father of a child) - maternity (n) : vic lm m (the fact of being the mother of a child) - paternity leave (n) : ngh php khi v mi sinh em b (the time when

the father of a new baby is allowed to have away from work)

- to take a sick leave : ngh bnh

Ex : May I take a sick leave for 2 days, sir ? (Ti xin php ngh bnh 2 ngy c khng ?) ht

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Unit 6 : Risk

STARTING UP

A. Which item in each of the categories below carries the most and the least risk ? Explain why. (mc no trong mi loi mc di y cha nhiu ri ro nht, mc no t ri ro nht ? Hy gii thch l do ti sao)

- travel : du lch - car : t - plane : my bay - train : tu ha - ship : tu thy - lifestyle : li sng - drinking alcohol : ung ru - smoking : ht thuc - poor diet : ch n ung ngho nn - jogging : chy b - money : tin bc - property : bt ng sn - stocks and shares : c phn v c phiu - savings account : ti khon tit kim - cash : tin mt - shopping : mua sm - online : trc tuyn - mail order : t hng bng th - private sales : bn hng c nhn - auction : cuc bn u gi

B. Are you a risk-taker ? What risks have you taken ? (bn c phi l 1

ngi thch mo him khng ? Bn gp nhng ri ro no ?)

C. What risks do businesses face ? Note down three types. (cc doanh

nghip thng i mt vi nhng ri ro no ? Hy vit ra 3 loi ri ro) http

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VOCABULARY

A. The verbs in the box are used to describe risk. Check their meanings and put them under the appropriate heading. (cc ng t trong khung c s dng m t ri ro. Hy kim tra ngha ca chng v t chng pha di tiu ph hp)

- calculate : tnh ton - eliminate : loi tr - encounter : gp phi - estimate : c tnh - face : i mt - foresee : thy trc, lng trc - minimise : gim thiu - prioritise : u tin - reduce : gim - spread : lan truyn, ly lan - predict : d on - meet : gp g - assess : nh gi - manage : qun l

B. Match these halves of sentenses from newspaper extracts. (hy ni

cho ph hp cc na cu di y ly t cc on trch ca bo ch) 1. Cc doanh nghip Internet phi i mt vi nhng ri ro ngy cng

tng ca vic thiu ht tin.

2. Chng ti c th gim thiu nguy c ri ro ang ly lan trong vic cho cc doanh nghip vay tin.

3. C gng gim thiu ri ro l mt phn quan trng ca chin lc kinh doanh.

4. Khng th loi b tt c cc ri ro khi tham gia vo mt th trng mi.

5. Rt kh thy c ht nhng ri ro lin quan n vic xy dng mt doanh nghip mi.

6. Cc chuyn gia tnh ton cc nguy c ri ro t vn cho cc cng ty bo him.

7. iu quan trng l phi xem xt v cc ri ro c lin quan khi gi cc i ng nhn vin n lm vic ti cc khu vc nguy him. http

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C. The following adjectives can be used wih the word risk. Which

describe a high level of risk ? Which describe a low level ? (cc tnh t sau y c th c dng vi t risk. Cc t no m t 1 mc ri ro cao ? Cc t no m t 1 mc ri ro thp ?) - faint (adj) : yu t - great (adj) : rt ln - huge (adj) : rt ln - minuscule (adj) : rt nh, t xu - negligible (adj) : khng ng k - remote (adj) : nh - serious (adj) : nghim trng - significant (adj) : ng k - slight (adj) : nh, khng nghim trng - substantial (adj) : ln, ng k - terrible (adj) : rt nghim trng - tremendous (adj) : rt ln

The dangers of not looking ahead

(Cac moi nguy hiem cua viec khong tien lieu)

Qun tr ri ro chc chn c a vo chng trnh ngh s ca cng ty trong nhng nm gn y vi nhng lo s v chin tranh v khng b c thm vo danh sch thng thng ca vic lo ngi trong kinh doanh.

Shivan Subramaniam, Ch tch kim Gim c iu hnh ca FM Global, mt cng ty bo him v thng mi v cng nghip, cho bit : "Cc cng ty ang hot ng trong mt th gii y bt n, ni cc doanh nghip ang tm s tng trng thng qua ton cu ha, chuyn sn xut ra nc ngoi, tng hp, giao hng ng thi gian v cung cp hng ho qua bin gii, nng cao nhng ri ro ang tim n."

"Thm vo l s lo ngi v nhng quy nh, php l v lao ng, v lc bn s dn hiu c bn cht phc tp ca mc ri ro trong kinh doanh th k 21. Trong khi o lut chng khng b c s ng thun, nhng s kin thng thy nh ha hon, l lt, chy n, mt in hay cc thm ha t nhin c tc ng ln nht."

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FM Global tin rng phn ln tn tht c th c ngn chn hoc gim thiu v iu ny s l phn trc tin ca bt k k hoch khi phc thm ha. H cng l lun rng phng bnh hn cha bnh v h ni c nhiu cng ty c th lm ngn chn nhng s kin nh th tr nn mt thm ha ni u tin.

Tuy nhin, theo nghin cu cho thy khong mt phn ba trong cc cng ty hng u th gii khng c s chun b y bo v ngun doanh thu chnh ca h v c ch cho s ci thin.

Ken Davey, mt Gim c iu hnh cng ty FM Global, cho rng: " bo v tt ngun ngn lu, v th cnh tranh th cc cng ty cn phi nh gi cc nguy c ri ro ang tim n c th nh hng n ngun thu v m bo c k hoch kinh doanh lin tc."

Lord Levene, Ch th cng ty bo him Lloyd cho bit, gn y cc cng ty phi sn sng cho s gin on kinh doanh, trong chim 25% trong 40 t USD nh mt kt qu ca cuc tn cng khng b Ngy 11 Thng Chn. Ngi ta c tnh rng trung bnh khong 90% cc cng ty ln m tip tc hot ng gn nh bnh thng trong thi hn nm ngy k t ngy c trng hp khn cp s rt lui khi hot ng kinh doanh.

"Nhn li 10 nm trc th ti tin chc rng s thnh cng nht, t nht th vic b khng hong thng mi s lm nhng ngi trong hi ng qun tr th hin quyt tm vng chc v hnh ng quyt on," Lord Levene ni. "V hiu qu, cc chin lc tch hp i ph vi nhng ri ro trong tng lai i hi mt s thay i v trnh trong hi ng qun tr."

Mt bo co nghin cu mi t Marsh, nh mi gii bo him ln nht th gii, thy rng mt na ca cc cng ty Chu u khng bit lm g qun l nhng ri ro ng k nht cho doanh nghip ca h.

Hu ht cc gim c iu hnh cp cao Chu u c kho st v tha nhn rng h khng c cc quy trnh ng ca vic qun l ri ro trong iu hnh v chin lc, l yu t khin hu ht cc cng ty b tht bi trong th k 21.

Kho st cho thy c c 3 mi ri ro quan trng, m nhng ngi kinh doanh t c kh nng qun l l:

Sc cnh tranh cng tng Nhu cu ca khch hng thay i Gim nng sut v doanh thu v s vng mt ca nhn vin.

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"Trong khi cc nh lnh o doanh nghip nhn thc c nhng ri ro ny ang e da n s tn ti v tng trng trong tng lai ca h v h gi u suy ngh khi ni n vic bo v doanh nghip i vi h", ng Neil Irwin, Gim c pht trin khch hng khu vc Chu u ca cng ty Marsh. "Qun l cc qu trnh c th d dng gip cc cng ty xc nh v gii quyt nhng ri ro ny. Thay vo , nhiu cng ty c cch tip cn mc thp qun l ri ro v d dng tp trung vo gii quyt ri ro, chng hn nh bo v ti sn, sc khe v s an ton".

ng Irwin ni : "Ri ro rt linh ng, n thay i theo mi trng. Tr khi cc doanh nghip chp nhn v nh gi ri ro thng xuyn, sau cng h c th tm thy c h khi trong mt tnh trng khng hong, u tranh tn ti ch khng phi l tp trung vo tng trng. Lnh o doanh nghip c ngha v vi nhn vin, cc c ng v cc bn lin quan khc bo v ti sn v chng li nhng nguy c ri ro. Doanh nghip n lc trong vic qun l nhng ri ro s thc y cc dng tin.

Unit 7 : E-commerce

STARTING UP

Discuss these questions. (hy tho lun cc cu hi sau)

1. Nhng hng ho hoc dch v no bn mua qua Internet ? Nhng g bn khng thch mua ?

2. Vn l g khi bn mua hng qua Internet ?

3. Nhng loi sn phm hay dch v no tt nht khi c bn trn mng ?

4. C nhng th g khng th hay khng c bn qua mng ?

5. Nhng ri ro ca thng mi in t l g:

a. S tham gia ca cc cng ty ? b. Khch hng ca h ?

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VOCABULARY

A. We often use the words and phrases below to talk about e-commerce. Check that you understand their meaning. Use a dictionary to help you. (chng ta thng s dng cc t v cm t di y ni v thng mi in t. Hy kim tra xem bn hiu g v ngha ca chng. Hy dng t in gip bn)

- to browse (v) : duyt - browser (n) : trnh duyt web - directories (n) : cc th mc - hits (n) : cc lt truy cp - keyword (n) : t kha - to locate (v) : xc nh v tr - net (n) : mng, mng li - online (adv) : trc tuyn - search (n) : s tm kim - search engines (n) : cc cng c tm kim - site (n) : ni, v tr, a im - to surf (v) : lt - surfers (n) : nhng ngi lt web - traffic (n) : lu lng thng tin

B. Topsite is a service that helps companies improve their e-commerce

business. Use the words and phrases above to complete this promotional page from its website. (Topsite l mt dch v gip cc cng ty ci thin vic kinh doanh thng mi in t ca h. Hy s dng cc t v cm t pha trn hon thnh trang qung co ny ly t a ch web ca n) C phi cng ty ca bn bt u kinh doanh trn mng ?

C phi bn chi ra hng ngn USD cho mt a ch web, nhiu tin hn na ng k n c mt trn tt c cc cng c tm kim ln, nhng bn vn ch nhn c s lng truy cp t hoc khng c ?

Nu cu tr li l c, th bn phi cn n Topsite.

Cc dch v Topsite s t website ca bn trn cng ca danh sch cng c tm kim ln. V vy, khi ngi ta tm kim mt t kha c lin http

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quan th website ca bn s nhn c rt nhiu lt truy cp. Hn th na, Topsite cn cung cp cc i tng khch hng. y khng phi l nhng lt ngi truy cp 35 website mua sm trc tuyn, m nhng ngi ny thc t l ang lm mt cuc tm kim doanh nghip ca bn.

Hy nh rng, chng ti m bo t c th hng cao nht cho cng ty ca bn trn cc cng c tm kim, cng thng tin v th mc. V vy, khi khch hng tim nng ca bn vo trnh duyt Internet, chng ti chc chn rng h c th xc nh v tr website ca bn.

C. Discuss these questions. (hy tho lun cc cu hi di y)

1. Bn s dng cng c tm kim no ? 2. iu g lm cho mt website d hoc kh s dng ? Ti sao ? 3. Bn thch iu g v vic thng xuyn truy cp cc website ? 4. Bn dnh ra bao nhiu thi gian cho vic duyt web trn mng ? 5. Lm th no cc doanh nghip c th m bo rng cc trang web

ca h nhn c lt truy cp nhiu hn so vi cc i th cnh tranh ?

(Trang 57)

READING

Internet shopping the sequel

(Mua sm qua mng phn k tip)

Pets.com; Webvan; Boo.com. Con ng n vi vic bn l trc tuyn trong tng lai ch l ri rc trong s sp ca nhng doanh nghip mi khi nghip bn hng qua Internet m tng c xem l ngi tin phong trong cuc cch mng bn l. ht

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Tuy nhin, vi hnh dng v ci kt thc ca in t l rt khc nhau t nhng g d on mt vi nm trc y. Ngoi tr Amazon v eBay - din n web ln cho vic mua bn, mc d n l mt nh bn u gi, khng phi l mt nh bn l, hu ht cc nh bn l trc tuyn ln nht khng phi nhng doanh nghip mi thnh lp bn hng qua Internet m l nhng tp on mua bn qua ca hng truyn thng hoc t mua hng qua th tn. Nh bn l mang li nng lc u t cho h v vi tn thng hiu ng tin cy tm hiu v mua sm qua Internet do thc y nim tin ca cng chng. Nhiu ngi tch hp bn hng trc tuyn thnh mt chin lc "a knh" c th lin kt mt trang web, ca hng v t hng qua th.

"C mt thi gian khi mi ngi ni rng Internet s ly mt vic mua bn hng t cc ca hng. Nhng iu ngc li ang xy ra : thc t ngy nay c a knh bn l ", ng Darrell Rigby, ngi ng u trong vic thc hnh bn l ton cu Bain & Co, chuyn gia t vn qun l. "Cc nh khng l bn l thc s bt u kim tin vo cc hot ng trc tuyn ca h rt lu trc khi Amazon lm."

Mt v d in hnh ca s kt hp ca trc tuyn v ci gi l th gii bn l "offline", chnh l Amazon. Cng ty m rng vt ra ngoi gc r ca n nh l mt ngi bn sch v a CD, hot ng nh mt trung tm mua sm trc tuyn bn tt c mi th t thc phm cho ngi snh n n qun o. Pht trin t nh bn l thun ty thnh "nh bn l vng chc", tin hnh thng mi trc tuyn trong quan h i tc vi cc nh bn l khng l nh Target, Nordstrom, Borders v Circuit City.

S kt hp gia trc tuyn v ngoi tuyn l cung cp cho ngi tiu dng nhng cch thc mi mua sm. H c th nghin cu v t mua hng ca h trc tuyn, nhng chuyn pht n mt ca hng gn - mt dch v c cung cp bi cc nh bn l nh Sears Roebuck v Circuit City - trnh ph giao hng v cho php h thy hoc th n vo ln u tin.

Mt s nh bn l ln nht ca M ang pht trin cc hot ng tch hp. JC Penney, chui ca hng bch ha th k xa, nhn thy doanh s bn hng Internet ln n 600 triu USD trong nm qua. N cung cp 200.000 mc chn c th c chuyn giao cho khch hng ti nh hoc bt k trong 1.020 ca hng.

Steve Riordan, mt nh t vn AT Kearney, cho bit cc nh bn l truyn thng vn cha chp nhn i mt vi u t th gii trc tuyn hng nng v mt s la chn kh khn. Phi chng h s t iu hnh cc hot ng trc tuyn hoc thu bn ngoi ? Phi chng h s dng m hnh ngun ht

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cung ng tng t t cc nh my ? Phi chng h c trung tm phn phi khc nhau ?

Trong khi M vn dn u, n li khng c c quyn v cc nh bn l thnh cng trn Internet. Tesco, chui siu th ca Anh, kinh doanh nhiu loi hng ha trc tuyn ln nht th gii. N gip Safeway, ng th ba trong chui siu th ln nht nc M, m ra cc hot ng Internet ca n.

Karuten, trang web thng mi in t ln nht Nht Bn, mt trung tm mua sm trc tuyn thuc loi cy nh l vn ra i vo nm 1997 vi ch c 13 ca hng. Ngy hm nay, n c hn 10.000 ca hng v tham gia vo th trng thng mi in t ln hn gp 3 ln v xp hng th hai ca Yahoo Nht Bn, theo mt bo co ca JP Morgan.

Mt s nh bn l Internet thun ty cng c tip tc n vi grow.Yoox.com - chuyn bn hng vo cui ma gii, hng ha c quyn t cc nh thit k nh Armani, Prada v Dolce & Gabbana - chng minh thit k nhn hng bn trc tuyn v ngi Chu u bn l in t c th thnh cng trn quc t.

Chn Chu u l ni ra mt sn phm ln u tin, cc nh thit k c hng bn. Yoox chuyn bn hng bng 7 th ting cho 25 quc gia Chu u, Bc M v Nht Bn. Trang web mang phong cch ca mnh - m h gi l mt "khi nim v ca hng in t" - cho php ngi mua sm c th thu nh hay phng to trn qun o v xem chng t nhiu gc khc nhau, v bao gm c video v m nhc.

Feferico Marchetti, ch ngn hng u t ngi , l ngi sng lp v Gim c iu hnh ca Yoox, ni rng bt c ai bn hng trc tuyn khng ch cn phi c c nhng cng ngh v quyn li trn n t hng. H cng cn c cung cp s gii tr th v. "Nhng g chng ti c gng lm vi Yoox c xy dng t nhng tri nghim rt th v vi khch hng", ng ni. "Cc nh bn l trc tuyn lun lun c th lm mt ci g th v v khc nhau."

C. Match the summaries below to the first six paragraphs of the article.

(hy ni cc on tm tt di y vi su on vn u ca bi c)

D. Now read the rest of the article and answer the questions below.

(by gi hy c phn cn li ca bi vit v tr li cc cu hi bn di)

E. Match the following word partnerships. (hy ghp t sao cho ph hp)

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- distribution centre : trung tm phn phi - online retailing : vic bn l trc tuyn - designer labels : cc nhn hiu ca nh thit k - delivery charge : ph giao hng - supermarket chains : cc chui siu th - shopping mall : trung tm thng mi - auction houses : cc nh bn u gi - mail-order catalogue : t hng qua th theo danh mc

F. Check your answer in the article. Complete the following sentences

with one of the word partnerships above. 1. Tr khi bn mua hng ha t cc ca hng bn l, s tnh ph giao

hng.

2. Sotheby v Christie c l l cc nh bn u gi ni ting nht trn th gii. Doanh thu ca h c c t vic bn c v cc bc tranh huyn thoi.

3. Ti M, nhiu ngi tri qua c ngy trung tm mua sm a phng ca h bi v rt d mua c tt c mi th v n cng vin.

4. Mt s doanh nghip truyn thng thy rng h c th kim c nhiu tin t vic bn l trc tuyn vi vn u t nh, li d dng s dng website.

5. Do ny nhiu chui siu th khng ch c bn thc phm, m cn bn cc dch v nh bo him, ngn hng.

6. Hng ha mang cc nhn hiu ca nh thit k c ch nh vi mc gi cao ti cc ca hng.

7. T trung tm phn phi ca chng ti bn ngoi Paris, chng ti cung cp mt mng li bn s trn khp Chu u.

8. Nhiu ngi thch s thun tin ca vic t hng ti nh bng cch t hng qua th theo danh mc.

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Unit A : Revision

- to have an impact on : c nh hng n

Ex : Smoking has a bad impact on your health. (Ht thuc c nh hng xu n sc kho ca bn)

Ex : Overwork will have a bad impact on your lungs.

(Lm vic qu sc s nh hng xu n phi ca bn) - to make an effort = to try ones best : gng sc

Ex : I make an effort to pass an entrance exam to the university this year.

(Ti gng sc thi u vo trng i hc ny nm nay) - to lose sight of : khng cn nhn thy

Ex : I lost sight of the ship in a long distance. (Ti khng cn nhn thy con tu 1 khong cch xa)

- out of sight, out of mind : xa mt cch lng - to cause offence (to someone) : s nhc (ai), xc phm (n ai) - to hurt someones feelings : lm tn thng tnh cm ca ai

Ex : I dont want to say anything to hurt her feelings. (Ti khng mun ni bt c iu g lm tn thng tnh cm c y)

Ex : I am very sensitive. I often feel hurt when I find someone in pain.

(Ti rt nhy cm. Ti thng cm thy b au khi ti thy ai ang b au)

- to engage in s.th : tham gia vo vic g

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(Cc sinh vin thng tham gia vo nhiu hot ng x hi) - to be in pain : ang b au - to break into a market : xm nhp vo 1 th trng - to get a foothold in a market : c ch ng vng chc 1 th trng - to expand = to grow : pht trin - to call off = to cancel : hy b - to put off = to delay : tr hon - to hold on to s.th : bm vo - to turn up = to arrive : n - to hand in = to submit : np (n) - to sound out = to try to discover : thm d - to pull out of a market = to retreat from a market : rt lui khi th trng

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Unit 8 : Team building

STARTING UP

A. Think of at least two advantages and disavantages of working in teams. (hy ngh ra t nht 2 iu thun li v 2 iu bt li ca vic lm vic theo nhm)

B. For each category in the quiz below, tick the three statements that

most apply to you. Then read the explanations on page 152. (i vi mi loi cu hi di y, nh du vo ba cu ph hp vi suy ngh ca bn. Sau hy c nhng li gii thch trang 152)

(Trang 69)

VOCABULARY

A. Match the prefixes of the words 1-10 to their meanings. (chn cc t ph hp vi ngha ng ca cc tin t t cu 1-10) - mismanage : qun l km - pro-european : ng h gia nhp Chu u - predict : d on - post-merger : sau khi sp nhp - dishonest : khng trung thc - ex-boss : sp c, ch trc - bilateral : song phng - reconsider : xem xt li http

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- irresponsible : v trch nhim - hypercritical : ph bnh qu nghim khc

B. Complete the text box below using some of the words in Exercise A

in the correct form. (hy hon tt hp vn bn bn di, dng mt vi trong s cc t bi tp A th ng)

Cng ty chng ti tri qua mt giai on kh khn vi nm trc y. Nhng quyt nh sai lm c a ra khin cho chng ti mt nhiu tin bc. Bi v s qun l yu km, ng gim c iu hnh phi t chc. Nm va qua, chng ti sp nhp vi mt cng ty ln. Trong giai on sau khi sp nhp, chng ti tho lun v chin lc trong lng lai. H quyt nh l cho chng ti c th xem xt li vic tr thnh mt t chc ton cu vi s hin din mnh m Chu u.

Hu ht chng ta u ng h Chu u, chng ti thch tng m rng sang Chu u. Tht vy, ng ch c ca chng ti ng h mnh m trong vic lm ny. Tuy nhin, hai thnh vin hi ng qun tr phn i mnh m tng ny, nhng khng bao gi ni mt cch cng khai. Ti ngh rng iu ny l rt khng thnh thc. Thay vo , h c x mt cch v trch nhim trong cc cuc hp. V d nh h ph bnh qu nghim khc tng s phn i ng ngn nu c ai a ra mt tng hay.

Chnh v c cc cuc hp khng hiu qu nh vy, nn Hi ng qun tr cm thy lnh nht v yu cu chng ti xem xt li vic quyt nh m rng th trng sang Chu u.

C. Add prefixes to the words in the box to give their opposite meanings.

Then use them to discuss the questions that follow. (hy thm cc tip u ng vo nhng t trong khung cho ngha tri ngc) - communicative : thch giao tip - decisive : c tnh quyt nh - efficient : c hiu qu - enthusiastic : nhit tnh - flexible : linh ng, mm do - focussed : c tp trung - imaginative : giu tng tng - loyal : trung thnh - organised : c t chc - practical : thc t http

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- sociable : d gn gi, ha ng, thn mt - stable : vng chc, n nh - tolerant : khoan dung, chu ng

(Trang 71)

READING

The key to success

(B quyet dan ti thanh cong)

Khng c ai trong chng ta thng minh bng tt c chng ta

Mt tuyn th tt trong i l b quyt dn n s thnh cng. L ngi thng minh nht, l ngi sng d nht, l ngi chm ch nht, tt c nhng phm cht ny rt tt trong kinh doanh trong nhng nm qua, s khng y bn ln nhng bc thang mt cch nhanh chng na.

Lm th no bn c mt ng i tt v lm th no bn chia s kin thc vi cc ng nghip, l yu t quan trng trong vic pht trin s nghip ca bn ngy nay. Nu bn c th xy dng mt nn vn ha cng ty m khng lo lng v nhng ngi nhn c tn dng cho ci g , hy ngh v nhng g bn c th t c! tn ti trong mi trng lao ng kh khn ngy nay, bn khng cn nhn vin ca bn cnh tranh vi nhau. l k th thng mi chng li mi nng lc ca con ngi c tp trung vo.

Khng phi lc no cng d dng tr thnh mt thnh vin tt trong nhm v tha hip quan im ca bn v li ch ca c nhm, nhng n c li cho hot ng ca cng ty. Bn phi tin vo cc hot ng v sc mnh ca mt i ng v nhn ra im mnh v s ng gp ca mnh c ph hp khng. Bn phi trung thc vi chnh bn thn v cc thnh vin trong nhm ca bn. Bn s c xung t trong nhm nhng min l iu c kim sot th n c th tr thnh yu t lnh mnh cho c i. Cuc nghin cu v thnh tch cao ca cc i cho thy rng mi thnh vin u quan tm n s pht trin ca ng i mnh. S cao v tinh thn hc tp ln nhau v pht trin l b quyt dn ti thnh cng ca i v cam kt mi ngi v mi ngi.

Hn 70% thi gian ca cc nh qun l c dnh cho hnh thc hot ng nhm, thng trong cc cuc hp vi mi ngi, rt t thi gian dnh cho vic gim st cc c nhn hoc trong cuc tho lun song phng, do phi cn thit xy dng i ng. Tht vy, s thnh cng ca tng nh ht

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qun l ty thuc vo cch lm tt ca i ng cn b qun l hoc nhm lun ci thin cht lng v nng sut trn c s lin tc.

Trn thc t, nng sut ca nhm th quan trng hn l hon thnh cng vic ca tng c nhn. Nhng i lm vic c hiu qu c th gii quyt cc vn phc tp 1 cch d dng hn mt ngi lm, v nhiu ci u gp li gii quyt mt vn no . Tuy nhin, tt c cc i phi c qun l bi mt ngi c hiu bit l mi ngi v 1 ngi, phi nng ng v lun thay i. Hn na, cc i u c cch ng x ring, cng nh hnh ng ca cc c nhn, hay ging nh tr em pht trin thnh ngi ln, cc i c nhiu giai on pht trin, nng sut cao hn v hiu qu hn giai on ny so vi giai on khc.

iu mong c cho cc thnh vin ca nhm c c thi sau y : Ti bit nhng g ti phi lm v mc tiu ca nhm l rt r rng, Ti sn sng chia s mt phn trch nhim vi lnh o, Ti l mt thnh vin tham gia hot ng, Ti rt trn trng v nhn c s ng h t nhng ngi khc, Cc thnh vin ca nhm lng nghe khi ti ni v ti tn trng kin ca mi ngi, Giao tip l s ci m, khuyn khch a ra nhng tng mi v chng ti rt vui khi lm vic cng nhau.

Cc i sm c s pht trin khi tip cn gii quyt vn r rng c th p dng thi gian v mt ln na th cho ti khi no cc nh lnh o ca h bc u to ra mc ch chung v tm nhn, ch dn cho nhm i ng hng.

Cc vn khc bit v vn ha c th dn n xung t v nh hng n hot ng ca cc i, nhng hy nh rng, cho d c s khc bit v vn ho th cc thnh vin trong nhm phi c mc tiu chung trong cuc sng. Mc tiu c th lin quan ti hnh phc v sc khe, ti s thnh cng v c cng nhn, mc tiu phi lin quan ti tnh thng v c ngi khc chp nhn. Cc nh lnh o thng minh s nhn bit v c vai tr da trn nhng im tng ng trong khi khc bit v vn ha mang li li ch cho i. V d nh, cc thnh vin trong nhm ca Thi Lan tp trung nhiu trn mi quan h c nhn trong tt c nhng g h lm, trong khi cc thnh vin trong cc i phng Ty th tm kim nhiu hn thnh tch c nhn.

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Unit 9 : Raising finance

(Huy ong tai chnh)

STARTING UP

A. What are the advantages and disadvantages for a private individual of borrowing money from the following sources? (nhng iu thun li v iu khng thun li i vi mt c nhn bnh thng vay tin t cc ngun sau y l g ?)

a. a bank (mt ngn hng) b. a friend or colleague (mt ngi bn hoc mt ng nghip) c. a member of your family (mt thnh vin trong gia nh ca bn) d. a loan shark (mt ngi cho vay nng li) e. a credit card company (mt cng ty th tn dng) f. another source (mt ngun tin khc)

B. If you needed to raise money for the following, which source of

finance would you use ? (nu bn cn c thm tin cho nhng vic sau y, bn s dng ngun ti chnh no ?)

to buy a car ( mua mt chic xe hi)

to buy an apartment or house ( mua mt cn h hoc mt cn nh)

to go on an exotic holiday ( tri qua 1 k ngh c bit)

to finance your childrens education (h tr ti chnh cho vic hc tp ca con ci bn)

to buy your partner an expensive present ( mua tng bn ca bn 1 mn qu t gi)

C. What do you think these sayings mean ? Do you agree with them ?

(bn ngh cc cu chm ngn ny c ngha l g ? Bn thy cc cu chm ngn y c ng khng ?)

a) The love of money is the root of all evil (ham tin l ngun ci ca mi ci c)

b) Time is money (thi gian l tin bc) c) Money talks (c tin mua tin cng c) d) Money cant buy you love (tin bc khng mua c tnh yu) http

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e) Dont throw good money after bad (ng phung ph tin bc vo nhng chuyn v b)

Example : Do you know that he has gambled away the $5,000 you

lent him last time ? If you lend him any more money, you are throwing good money after bad.

VOCABULARY

A. Complete the idioms below with the following words (hon thnh cc thnh ng pha di vi nhng t sau y) 1. You really can sell anything on these internet auction sites. Its money

for old rope. (bn thc s c th bn bt c ci g trn cc trang web bn hng u gi trn internet. l mt cch d kim tin)

2. Were way over budget on this. Well have to make some cutbacks. Someone needs to tell the marketing department that money doesnt grow on trees. (chng ta hin chi tiu qu ngn sch rt nhiu cho khon ny. Chng ta s phi thc hin mt s ct gim thi. Ai cn ni vi b phn tip th rng tin khng phi sn c v d kim u)

3. Every great industrialist will tell you that where theres muck, theres money. (mi nh cng nghip ln s cho bn bit rng bn c th kim c nhiu tin t cng vic m hu ht mi ngi khng mun lm)

4. Charging people to park their cars at airports is a licence to print money. (vic thu ph ngi ta u xe hi cc phi trng l cch kim tin rt d dng)

5. Hes always investing in businesses which have no hope of being successful. I dont know much about business angels but it seems to me that a fool and his money are soon parted. (anh y lun u t vo cc cng vic lm n m khng c hy vng thnh cng. Ti khng hiu bit nhiu v nhng ngi lm n chn cht nhng ti cho rng 1 g kh th khng gi tin c lu)

6. Their new headquarters cost millions and millions. They are making so much profit that money is no object. (cc tr s mi ca h tr gi hng triu triu . H ang to ra qu nhiu li nhun n ni tin bc th khng thnh vn )

B. Match the idioms in Exercise A with these definitions. (hy kt hp cc

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a) Be careful with money as there is only a limited amount. (hy cn thn

vi ng tin bi v ch c 1 s lng c hn)

b) Money earned easily by doing something which is not difficult. (two idioms) (tin m kim c d dng bng cch lm vic g chng kh khn)

c) Where you find dirt, you also find money. (ni no bn tm thy bi bn th bn cng tm thy tin)

d) Stupid people spend money quickly without thinking about it. (nhng ngi ngu xi tin nhanh m khng c cn nhc)

e) You can spend as much as you like on something. (bn c th xi tin nhiu ty thch vo ci g )

C. Comment on each statement using one of the idioms in Exercise A.

(hy bnh lun v mi cu bng cch s dng mt thnh ng trong bi tp A) 1. He inherited two million dollars and spent it all less than a year. (ng

y tha k 2 triu USD v xi ht tt c cha y mt nm)

2. Gloria can afford to spend huge sums of money each week. (Gloria c tin chi tiu nhng khon tin ln mi tun)

3. Mario set up a garbage collecting company. It was so successful that he was able to retire at 40. (Mario thnh lp 1 cng ty thu gom rc thi. Cng ty qu thnh cng n ni ng ta c th ngh hu tui 40)

4. My son expects me to buy him anything he wants. (con trai ti mong ti mua cho n bt c ci g n mun)

READING

A. Before you read the article choose the correct word for each sentence. (trc khi bn c bi vit, hy chn t ng cho mi cu)

1. The groups acquisition of twelve stores in Bordeaux was successful. (vic tp on mua li 12 ca hng Bordeaux thnh cng)

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2. They are financing the acquisition through equity rather than debt. (h ang ti tr vic mua li ny thng qua vn ch s hu hn l khon n)

3. Our state-of-the-art machinery is our major asset. (h thng my mc ti tn ca chng ti l ti sn chnh ca chng ti)

4. The interest rate on the loan was 12%. (mc li sut ca khon vay l 12%)

5. They could not pay their debts and faced bankrupcy. (h khng th tr ni cc khon n ca mnh v phi i mt vi s ph sn)

6. Sorbat has gone into administration with debts of about 20 million. (Sorbat bt u iu hnh cng vi cc khon n khong 20 triu)

B. Read lines 65-133 of the article and match the words 1-7 and

phrases to their meaning a/-g/. (hy c cc dng 65-133 ca bi vit v ghp cc t 1-7 v cc cm t vi ngha ca chng a/-g/)

1. venture capital (vn u t mo him) 2. grant (tr cp) 3. invoice discounting (chit khu ha n) 4. hire purchase (mua tr gp) 5. leasing (cho thu theo hp ng) 6. loan (tin vay) 7. overdraft (thu chi)

a) Lending a business a sum of money equal to that owed to the

business by its suppliers or customers. (cho 1 doanh nghip mn mt khon tin tng ng vi s tin n doanh nghip bi cc nh cung cp hoc khch hng ca n)

b) Buying expensive goods by making regular payments over a period of time. (mua hng ha t tin bng cch thc hin thanh ton thng xuyn trong mt khon thi gian)

c) Money lent to start a new business. (tin c cho vay khi nghip)

d) Allowing customers to take out more money from their bank than they had in it. (cho php khch hng rt tin ra nhiu hn s tin h c trong ngn hng)

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e) Money borrowed on which interest is paid. (tin cho mn phi tr li)

f) Giving some