Dagmara Szonert-Rzepecka

PRZEWODNIK PO

BUSINESS ENGLISH

Łódź - 2005

Redakcja i korekta techniczna: Jadwiga Poczyczyńska Skład i łamanie tekstu: Barbara Lebioda Projekt okładki: Barbara Świętochowska © Copyright by:

Społeczna Wyższa Szkoła Przedsiębiorczości i Zarządzania w Łodzi ISBN: 83-921842-7-0 Druk i oprawa: Wydawnictwo „GREEN”, Plac Komuny Paryskiej 4, 90-007 Łódź, tel. 42 633 4514, fax. 42 633 4519, 0 604 507 082, e-mail:wydawnictwo@post.pl

SPIS TREŚCI

WSTĘP ......................................................................................................................... 11

1. HUMAN RESOURCES ............................................................................... 13

1.1. Read the text carefully ........................................................................... 13

1.2. Answer the questions............................................................................. 14

1.3. Work in small groups and discuss the questions............................... 15

1.4. Work in pairs and answer the questions ............................................. 16

1.5. Look at the dialogues about taking on new employees and, following the models use prompts below to make similar dialogues with a partner......................................................................... 17

1.6. Develop the subjects given below orally and in writing................... 18

1.7. Complete the sentences with the words in the box.......................... 18

1.8. Talk about which of the above mentioned positions would be suitable or unsuitable for you and why. Discuss which of them are most challenging............................................................................... 19

1.9. Discuss the possible responsibilities related to the following jobs and discuss the qualifications and personal characteristics required .................................................................................................... 20

2. APPLYING FOR A JOB .............................................................................. 21

2.1. Read the text carefully........................................................................ 21

2.2. Answer the questions ......................................................................... 22

2.3. Listen to the interview and answer the following questions........ 23

2.4. Look at the tapescript and check your answers ............................. 24

2.5. In pairs act out similar interviews, using the prompts below ...... 26

2.6. Look at the letter of application and then write a similar one using the prompts below ................................................................... 27

2.7. Look at the CV below and write a similar one .............................. 28

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3. TYPES OF COMPANIES ........................................................................... 29

3.1. Read the text carefully....................................................................... 29

3.2. Answer the following questions ....................................................... 30

3.3. Using the information in the text mark the sentences as true or false by putting T or F at the end. Then correct the false sentences .............................................................................................. 31

3.4. In pairs, decide which of the advantages and disadvantages below you would associate with the following forms of business. In some cases there may be more than one correct answer................................................................................................... 33

4. COMPANY STRUCTURE ......................................................................... 34

4.1. Compare the shamrock organization with a traditional company. What are the advantages and disadvantages of a shamrock organization for the following? ................................... 35

4.2. Imagine that a traditional oil company has decided to reorganize as a shamrock organization in order to cut costs. Work in small groups and discuss these points. In each case, give your reasons ................................................................................ 36

4.3. Where would you prefer to work – in a shamrock organization or a traditional company? Discuss it in small groups ................................................................................................... 36

4.4. Philips is a major multinational company which has almost 30,000 trademarks registered worldwide. In groups, study the organization chart below. Is it a shamrock organization or a traditional company............................................................................ 37

4.5. Read the text about Philips and decide whether the following statements are true or false (T) (F)................................................... 37

4.6. Match the words from the text with their corresponding definitions ............................................................................................ 39

4.7. Replace the words in italics with the words used in the text ....... 40

5. INSURANCE .................................................................................................. 41

5.1. Read the text answer the questions below...................................... 41

5.2. Read the text answer the questions below...................................... 44

5.3. Work in pairs and discuss.................................................................. 46

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5.4. Fill in the enclosed insurance policy ................................................ 46

5.5. Carry out a conversation with a partner. You talk to the English exporter who wants to insure the goods shipped to Poland with Hull Insurance Branch Office of Warta ................... 47

6. BANKING SERVICES................................................................................. 48

6.1. Read the text and answer the questions below .............................. 48

6.2. Read the text of the dialogue between a prospective business customer of the bank and a bank clerk ........................................... 50

6.3. Complete the following sentences ................................................... 52

6.4. Read the text of the dialogue ............................................................ 53

6.5 Choose the correct answer................................................................ 54

6.6. Compare the credit services discussed in the dialogue with the business loan facilities in Poland. What are the differences? What would you change?................................................................... 56

6.7. Read the following offer made by the Bank of Birmingham to the finance director of Dąbrowski Medical S.A. ........................... 57

6.8. Briefly summarise the text you have just read and discuss its contents with a partner ...................................................................... 59

7. EXPORT/IMPORT...................................................................................... 60

7.1. Read the text carefully........................................................................ 60

7.2. Chose the right answer ...................................................................... 61

7.3. Answer the following questions ....................................................... 62

7.4. Complete the table given below, then discuss it with your partner .................................................................................................. 63

7.5. Here is an open dialogue (you have to develop your part). Imagine that you are a business consultant and answer the questions by Mr. John Kowalski, a manufacturer of household utensils, who wants to go into exporting. Role play it with a partner ................................................................................... 63

7.6. Read the text given below and answer the following questions.. 64

7.7. Complete the following ..................................................................... 66

7.8. Read the letter of credit and then complete the application form below........................................................................................... 67

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7.9. Having read the letter, answer the questions ................................. 68

7.10. Imagine that you own a wine business in Slovenia. You decide to write to Connoisseur because you want to become a distributor for them in your country. Match the halves of the sentences below. Then use them to write the letter ............... 69

7.11. Read the text carefully and answer the questions below .............. 69

8. MARKETING ................................................................................................. 73

8.1. Read the text below and answer the questions .............................. 73

8.2. Read the text about marketing techniques and talk about the questions below................................................................................... 76

8.3. Read the text and talk about the questions below......................... 77

8.4. Marketing people and advertisers are experts at making people aware of products, but persuading people to buy them is a different skill. Here are some of the ways that supermarkets persuade their customers to buy the products on the shelves. Read the article about supermarket strategies and talk about the questions below ................................................. 77

8.5. Discuss the following questions ....................................................... 78

8.6. Read the text below and discuss the techniques Shell Oil used to develop a new brand image.......................................................... 79

8.7. Read the text once again and number the different stages in research project in the correct order ............................................... 81

8.8. Find words and expressions in the text relating to ‘The Four Ps’’ of the Shell marketing mix......................................................... 81

8.9. Match the words from the text with their corresponding definitions ............................................................................................ 82

8.10 Find words and expressions in the text which correspond to the following definitions.................................................................... 82

8.11 The profiles below are based on the results of several hundred interviews conducted in a shopping center by a major insurance company............................................................... 83

8.12 Complete the two letters below using the extracts a-g ................. 84

8.13 You work for an insurance company which has decided to use direct mail marketing to sell retirement pensions to young, single business graduates, who have just started their first job...... 85

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8.14 Write the letter. Make sure your opening sentence attracts their attention ...................................................................................... 86

8.15 Here is a text which shows how a company’s brand image can be spoilt by, for example counterfeiting ......................................... 86

8.16 Read the article again and answer the questions............................ 87

8.17 Match these words and phrases with their definitions ................. 87

9. ADVERTISING .............................................................................................. 89

9.1. Read the text below............................................................................ 89

9.2. Answer the following questions ....................................................... 92

9.3. Choose the appropriate word or phrase from those given below..................................................................................................... 93

9.4. Here is a list of arguments for and against advertising in mixed order.......................................................................................... 94

9.5. Read the text about controversial advertising. Do you think that the VW was successful? ............................................................. 95

9.6. Read the text once again and choose the best answer.................. 97

10. PRODUCTION .............................................................................................. 99

10.1. Here is a description of two car factories: a General Motor plant at Framingham in the USA and a Toyota plant at Takaoka in Japan. Read the text and list the differences between the Toyota and GM factories............................................ 99

10.2. In which of the plants is the production process more effective? ...... 100

10.3. What are the most important factors that contribute to better efficiency of a production process? Rank them from 1 to 7 ....... 100

10.4 Now work in small groups and compare a chosen company’s production process to the system used by Toyota. What lessons could any company learn from Toyota? 100

10.5. Which of the sentences do you agree or disagree with?............... 100

10.6. Read the text about the South Korean company, Daewoo, and, in pairs, discuss its failures and successes. Then answer the questions........................................................................................ 100

10.7. Read the text once again and match the causes to the effects..... 101

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10.8 Talk about any other company, explaining its ups and downs over the past few years....................................................................... 102

10.9. Match up these words with the definitions which follow............ 102

10.10. Read the text below and insert the eight words defined in point 11 .. 102

10.11. According to the text, match the following sentences as TRUE or FALSE. If they are false, explain why.......................... 103

10.12 Read the text below about products and brands and write a brief heading for each paragraph .................................................. 103

10.13. Answer the questions below ............................................................. 105

10.14. Find words or expressions in the text that mean the following.. 106

10.15. Discuss the following with a partner ............................................... 107

10.16. Find words or expressions in the text that mean the following .... 107

10.17. Discuss the following with a partner ............................................... 108

11. BUSINESS CORRESPONDENCE......................................................... 109

THE LAYOUT OF A BUSINESS LETTER..................................................... 109

COMPLAINTS .................................................................................................... 112

11.1. Read the letter of complaint and the reply to it and answer the following questions...................................................................... 114

11.2. This exercise involves writing a letter of complaint, then replying to one..................................................................................... 116

E-MAIL ................................................................................................................ 117

11.3. According to these rules, what is wrong with these sentences? Rewrite them so that they sound appropriate 117

A LETTER OF ENQUIRY ................................................................................ 117

11.4. Read the letters below........................................................................ 119

11.5. Write the following letters of enquiry.............................................. 120

INVOICES........................................................................................................... 120

11.6. Look at the invoice below. It is relatively simple. The letters E&OE at the bottom mean Errors and Omissions are Excepted; in other words, if there is a mistake on the invoice, the supplier has the right to correct it by asking for more money or giving a refund .................................................................. 121

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12. ACCOUNTING .............................................................................................. 122

12.1. Read the text and answer the questions below .............................. 122

12.2. Read the dialogues .............................................................................. 124

12.3 Having read the dialogues, look a the prompts below and, using them, make similar dialogues with a partner........................ 127

12.4. Study the model of profit and loss account and balance sheet ... 129

12.5. Read the text about accounting and financial statements and complete it with the words given below ......................................... 130

12.6. Summarize the text by completing the following sentences........ 132

13. STOCK EXCHANGE ................................................................................... 134

GOING PUBLIC ................................................................................................ 134

13.1. Read the text about a company going public and answer the questions below................................................................................... 134

13.2. Fill in the gaps with the vocabulary given in the table below 137

ISSUING STOCKS AND SHARES............................................................. 138

13.3. Read the text below............................................................................ 138

13.4. Answer the following questions ....................................................... 139

BIBLIOGRAPHY ...................................................................................................... 141

WSTĘP

Język biznesu jest pojęciem szerokim również w kontekście nauczania języ-

ków obcych. Wyczerpujące ujęcie tematu w jednej pozycji książkowej wydaje się niemal niemożliwe. Na rynku księgarskim pojawiło się w ostatnich latach wiele książek przybliżających zagadnienia związane z posługiwaniem się ogól-nie pojętym językiem biznesu, jak i zagadnień ściśle merytorycznych dotyczą-cych funkcjonowania gospodarki rynkowej.

Materiał językowy zawarty w większości podręczników opracowany jest za-zwyczaj pod kątem nauczania grupowego, z uwzględnieniem kształcenia takich umiejętności językowych jak rozumienie tekstu czytanego, rozumienie ze słu-chu, wypowiadanie się na piśmie i przy użyciu słowa mówionego.

Przewodnik po Business English, jak sugeruje tytuł, nie aspiruje do miana podręcznika. Może natomiast pełnić funkcję komplementarną wobec podręczni-ków będących podstawą zasadniczego programu lektoratów językowych po-przez wzbogacenie zajęć o dodatkowy materiał leksykalny w obrębie Business English.

Jest on zbiorem tekstów, dialogów, ćwiczeń na słownictwo oraz konwersa-cyjnych, mogących znaleźć zastosowanie w nauczaniu języka biznesu w gru-pach średniozaawansowanych i zaawansowanych, zwłaszcza, choć nie tylko, na kierunkach ekonomicznych.

Może stanowić pomoc dydaktyczną dla lektorów pragnących wzbogacić swoje zajęcia o dodatkowy materiał w wyżej wymienionym zakresie, a tym sa-mym umożliwić studentom poszerzenie słownictwa w zakresie zagadnień takich jak zarządzanie zasobami ludzkimi, rachunkowość, giełda, struktura firmy, mar-keting, reklama i innych.

Oprócz ćwiczeń leksykalnych pozwalających opanować słownictwo, „Prze-wodnik” dostarcza podstawowego materiału odnoszącego się do prowadzenia oficjalnej korespondencji służbowej. Zawarte ćwiczenia konwersacyjne mają na celu kształcenie umiejętności formułowania własnych opinii i swobodnych wy-powiedzi na bazie przerabianego materiału.

Większość rozdziałów zaopatrzona jest w słowniczek dwujęzyczny, nato-miast niektórych poszczególne terminy wyjaśniane są po angielsku, poprzez zastosowanie definicji lub podanie synonimu.

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Praca z „Przewodnikiem” może mieć charakter grupowy (praca w parach, dyskusje panelowe etc.) oraz indywidualny (samodzielna praca domowa, mate-riał na zaliczenie dla ambitniejszych studentów).

„Przewodnik” nie jest wyczerpującym kompendium wiedzy o biznesie, mo-że natomiast stanowić przydatną pomoc w zapewnieniu studentom dodatkowego materiału w zakresie wybranych tematów.

Dagmara Szonert-Rzepecka

Przewodnik po Business English 13

1. HUMAN RESOURCES

1. Read the text carefully

No one these days questions the importance of human resources for the success of a company. Hiring the right people has become an issue of primary significance for businesses. There are specialised headhunter agencies in which candidates looking for a job can register and companies can enquire about the staff they need. The databases of such agencies store information about hundreds of people. When you register with such an agency you are requested to give them the right to process and use your personal information.

On the one hand, young, well educated and trained people seek jobs with prospects for a good pay and quick promotion as well as for professional and personal development. On the other hand, people who have already made a career and have organized achievements are often sought by headhunters who try to lure them with attractive offers.

When deciding on what career to choose, one must take into account not only one’s personal interests but also natural abilities and qualifications for a particular job.

There are fewer and fewer jobs for unskilled workers nowadays. In the past, people often worked for the same company all their lives. This, however, is changing. There are no longer jobs for life and workers today have to be more flexible and better educated. They cannot count on rou-tine assembly work in factories, for example, because the number of tradi-tional jobs in manufacturing industries has gone down rapidly. As a result of technological development many heavy industries have been replaced by high-technology manufacturing industries. At the same time, many service industries, especially banking and retailing have expanded. Hence, the percentage of people employed in service industries has risen consid-erably.

Dagmara Szonert-Rzepecka 14

The most sought-after careers today are in the areas of marketing, trade, information technology, finance, management, telecommunications, tour-ism, the construction industry, insurance and public utilities. However, if a young person wants to succeed in the 21st-century market, he or she must remember that this requires a great deal of education , expertise and on-the-job training.

Apart from being qualified, a job seeker should possess certain qualities. The most required ones are aptitude, energy, initiative, creativity, respon-sibility, ability to work as part of a team as well as under pressure and to tight deadlines.

In return, employers offer negotiable salaries, good working conditions, discounts of various kinds, perks, commissions, annual bonuses or travel schemes for commuters. They also promise good prospects and opportu-nities for promotion.

The best thing is to apply for an interesting and satisfying job which matches both professional and personal interests.

2. Answer the questions: a) How can headhunter agencies be useful for employers and job seekers? b) Who are headhunters particularly interested in and why? c) How has technological development affected jobs? d) What skills and qualities are required if one wants to get a well paid

and interesting job?

Przewodnik po Business English 15

e) Do you think that a job one does should match one’s personality? Why? Why not?

f) What kind of job would be suitable for you ? g) What skills would you have to master if you wanted to get a job you

have always been dreaming of doing? Vocabula r y : o seek jobs – poszukiwać pracy o take into account – wziąć pod uwagę o manufacturing industry – przemysł produkcyjny o rapidly – gwałtownie o service industry – przemysł usługowy o aptitude – uzdolnienia o construction industry – przemysł budowlany o commission – prowizja o on-the-job training – szkolenie zawodowe o commuter – dojeżdżający do pracy o perks – korzyści dodatkowe o expand – rozrastać się , rozwijać 3. Work in small groups and discuss the questions When you form a first impression of someone, which of these is most important to you? Rank them from 1 (most important) to 5 (least impor-tant).

Dagmara Szonert-Rzepecka 16

• The way they look at you • The way they dress • The way they speak • Their job or who they work for • The way they shake your hand and greet you Which other things are important when you form a first impression? Think of at least two. 4. Work in pairs and answer the questions Which of the adjectives in the box would normally describe people in the following? a. Their dealings with others, b. Their approach to their work, c. Their appearance. simple accommodating tough elegant accurate punctual impeccable bossy confident. communicative reserved competent cautious thorough well-trained knowledgeable

Which of the above mentioned qualities could be of particular interest for a potential employer?

Przewodnik po Business English 17

5. Look at the dialogues about taking on new employees and, following the models use prompts below to make simi-lar dialogues with a partner:

A: I suppose we should start by preparing a job description. B: The task of the new manager will be to grow exports. A: What qualifications and skills should he have? B: I believe he should have a degree in marketing and export. A: What about knowledge of languages? B: Fluent written and spoken English as well as basic German are re-

quired. • To develop new markets – marketing – sales – English – French • To improve the distribution – management – distribution – Italian

– English • To increase sales – marketing – advertising – French – English • To establish new trade contracts – economics – export to the Far

East – English – Chinese • To expand Internet business – marketing – computers – English –

German • To do market research – marketing and management – market re-

search – English and Russian A: Here’s the job description of the secretary I’d like to hire. B: Shall I prepare an advert? A: Yes, please. B: What are you ready to offer him/her? A: A salary of 4, 000 zlotys, a mobile and a company car. B: OK. I’m going to prepare an advert. When it’s ready, I’ll show it to

you. A: I’d like it to appear as soon as possible. B: It’s obvious, isn’t it? I won’t take time.

Dagmara Szonert-Rzepecka 18

• Accountant • Advisor • Marketing manager • Product manager • Trader

6. Develop the subjects given below orally and in writing h) You work for XXX. Your company needs to employ a secretary or an

accountant or ………..….. Prepare a relevant job advert. i) You know that your friend is looking for a job. You’ve just read a job

advert which may be of interest to him. Write a memo telling him about the job opportunity.

j) Imagine that you are Mr. Smith. You think that XXX should hire a new account manager. Write a memo addressed to the board of di-rectors to present and justify your position.

7. Complete the sentences with the words in the box

salesman computer programmer chief executive officer self-employed personnel manager legal department

a. I am a ................... and work in the Export Sales department. I have to

find new customers for our products. b. I draw up contracts and advise the company on tax legislation. I work

in the ........................... .

Przewodnik po Business English 19

c. I design software applications and make sure our website is kept up to date. I work as a ............................... .

d. I work as a ..........…............... . I handle staff recruitment and training. e. I am a management consultant and I’m ...…….............. . I advise

companies on their investment policies and global strategy. f. I’m the .................................. and sit on the board of directors. g. I’m responsible for the company’s strategic objectives and translating

plans into action. 8. Talk about which of the above mentioned positions would be suitable or unsuitable for you and why. Discuss which of them are most challenging

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9. Discuss the possible responsibilities related to the following jobs and discuss the qualifications and personal characteristics required:

• Accountant, • Secretary, • Company doctor, • General manager, • Estate agent.