Gaining experience
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activity 1 on page 10.]
1 a period of time that a student spends inside a company in order to get on-the-job work experience
2 a student or trainee who works, sometimes without pay, in order to gain work experience or satisfy requirements for a qualification
3 to have something happen to you, or to do or feel something
4 to become familiar with a new situation
5 related to work that needs a high level of education or special training
Before engaging in Activity 3 on page 10, students should match the words and phrases provided in the box with their corresponding definitions The terms include "cross-cultural," "diplomatic," "internship," "demonstrate," "competition," "apprentice," and "intern," with three extra words included for consideration.
1 a thing you say or write that mentions somebody/something else
2 to show something, or show someone how to do something, or how a system or product works
3 having or showing skill in dealing with people in difficult situations
4 involving two or more different countries or cultures
5 the situation in which people or businesses are trying to be more successful than each other, for example by making more sales in a market
1.3 Find the words in paragraphs 4, 5 and 6 of the article on page 11 with the following meanings [Note: This task should be done before students do the activity 3 on page 10)
1 the feeling of not being sure what will happen in the future
2 an ability to understand what other people need, and be helpful to them
3 a feeling or opinion about something, especially when this shows in your behavior
4 arranged in an order from the most to the least important
1.4 Use words from exercise 1.3 to complete these sentences
1 What is your employer's to equal opportunities?
2 Seven layers is more than enough for all but the largest corporations
3 You can't have a discussion if people aren't listening to each other
4 As a manager, she handles inter-personal issues with great _
5 At a time of economic , risk taking can seem particularly difficult
2.1 Choose the best word to fill each gap
‘When you graduate from university, many of you may feel that your degree
(1) hasn’t really prepared you to make the first step onto the career
(2) _ A work (3) _ abroad can be a great solution, offering
3 you the chance to combine hands-on work experience with the adventure of
When considering international travel for work, it's essential to research the application process for your chosen destination Understand whether a cover letter is required along with your CV, and be aware of the number of interviews you may be invited to if selected as a candidate Alternatively, you can enlist the help of an international recruitment agency, which can assist you with these details and provide information on available job opportunities worldwide.
To enhance your work-life balance, it's essential to have flexible responsibilities that allow you to choose where to spend your time effectively By improving your time management skills, you can control your schedule and make work more enjoyable, creating a more fulfilling environment.
For many of us, work is still a place (1) we go each day However, the whole concept of work and leisure is changing, and for an increasing
(2) of people around the world, work is no longer a place to go but something they do A substantial number of companies have already introduced a
(3) working policy This gives their staff a much greater degree of
(4) _ about when and where they work It also enables them to achieve a
(5) between their personal and business lives People with parental
Many companies now prioritize flexibility, allowing parents to work from home and finish their tasks early in the afternoon This arrangement enables them to spend quality time with their children while completing their work later in the day.
(8) when the children are asleep
3.1 Read the passage and decide whether the statements are True or False
Donald Eisner, CEO of the Absalon hotel chain in Australia, takes on various roles such as a bellboy, cook, and cleaner in a unique program where his performance is closely monitored by supervisors While he achieves some success, like cooking pancakes and making beds correctly, his overall housekeeping skills fall short of the company's standards, resulting in uncleaned rooms Ultimately, the program concludes with his supervisor highlighting his mistakes as they review his work across different rooms.
Alex Jennings, the owner of the successful steak bar chain Wayside Inn, is known for his high standards in food and service However, when he switches roles with his staff, he struggles with several tasks, demonstrating the challenges they face As a waiter, he repeatedly forgets to inquire about customers' steak preferences and confuses orders while serving five tables simultaneously The situation worsens when he accidentally spills drinks, highlighting the difficulties of the restaurant industry.
1 In the program, Donald Eisner works as a CEO _ _
2 He makes some pancakes successfully _ _
3 At the end of the program, Donald Eisner can meet all the company’s required standards
5 Alex Jennings can serve five tables at the same time successfully
3.2 Read the text and answer the questions below
Effective communication skills are essential for career advancement, as professionals often secure jobs based on their technical expertise However, as they climb the corporate ladder, the ability to convey complex information to non-specialists becomes increasingly important Unfortunately, many technically skilled individuals struggle to articulate their work effectively to those outside their field.
After graduating from college, Jane Burton started her career as a food technician at Roston International A decade later, she transitioned to a competitor as a training manager, where she realized her communication skills were lacking.
In her first week, she faced the challenge of presenting on food testing to an audience of 300 staff members, which turned out to be a dull experience due to her lack of presentation skills This prompted her to enroll in a communication skills course, leading to her newfound confidence in speaking on any topic, whether prepared or spontaneous She emphasizes that the more one practices public speaking, the more comfortable and effective they become.
In the rapidly evolving landscape of electronic communication, clear written expression is essential However, in the corporate environment, the significance of verbal communication remains unparalleled for effective task completion.
1 What skills often help people get a job?
2 What skills are essential in working with others?
3 What are experts with good technical knowledge not good at?
4 Why did Jane Burton enroll on a course in communication skills?
5 In today’s fast-moving world of electronic communication, what other abilities do people also need to have?
Translate the following sentences into Vietnamese
1.The fourth skill that impresses employers is the ability to build relationships between people from different cultures
2 According to Confederation of British Industry, 80% of employers first look at the experience and skills you acquire on an internship
3 Today's employers want graduates with work experience and intercultural skills, but most of them can’t meet these requirements
4 Multicultural teams may take more time to make decisions, so you need to be patient and live with uncertainty for a while
5 In China, team spirit is very important and people often go out together after work to get to know each other
Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS
2 Working relationships can help workers _ _
3 It is common for interns to _
4 Some students prefer to have an internship abroad because _
5 If you have a good degree, you _ _
Customer satisfaction
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activity 1 on page 22.]
1 the way that an organization deals with customers before, during, and after a sale, and the activities involved in dealing with customers
A customer service B customer management C responsibilities
2 the fact that a customer returns to buy more products or services from the same company
A business plan B loyalty C repeat business
3 to tell someone that something is wrong or not satisfactory, and that you are annoyed about it
4 a written promise from a company or a person to repair or replace a product that you buy from them if it develops a fault within a fixed period of time
5 to behave in a particular way as a direct result of something else
In this activity, students will match specific words and phrases with their definitions to enhance their understanding of key marketing concepts The terms include "consumer," referring to an individual who purchases goods or services; "customer," which denotes a buyer in a commercial context; "prospect," indicating a potential customer; "lead," a potential sales opportunity; "referral," which is a recommendation from one person to another; and "satisfaction," highlighting the contentment derived from a product or service Additionally, there are three extra words not needed for this exercise.
1 This person is a possible future customer The chances of this are low, but the company still contacts them
2 This person is a possible future customer The chances of this are high, and the company may already be in contact with them
3 This person goes into a store and buys something They are the end user
4 This person buys something at any point in the chain They may be a manufacturer buying from a supplier, a distributor buying from a manufacturer or the end user buying from a store
5 This person becomes a new customer because an existing customer recommends them
1.3 Find the words in paragraphs 4 and 5 of the article on page 23 with the following meanings [Note: This task should be done before students do the activity 4 on page 22).]
1 help and advice that a company makes available to customers when they have bought something
2 something that you do or deal with first because it is more important or urgent than other things
3 the feelings that someone has about a product or service that can influence their decision whether to buy it or not
4 the ability to continue trying to do something, although it is very difficult
1.4 Use words from exercise 1.3 to complete these sentences
1 On (= after considering it), I decided I had been wrong
2 She had great to succeed
3 Advertising traditionally relies on the persuasive power of positive _
4 If you have a question, contact our _ line
5 The president vowed to make education one of his top
To address customer concerns effectively, it is crucial to communicate in a sympathetic manner If a customer is dissatisfied with a product, the company should apologize and offer a suitable solution, such as a refund or replacement Maintaining temper control during these interactions is essential to ensure a positive experience It is important to agree on the next steps for delivery or resolution, ultimately aiming to deal with the issue promptly and satisfactorily.
Before making a complaint, ensure you clearly understand the reason for your dissatisfaction, whether it’s due to poor treatment, a faulty product, or a delayed service Determine your desired outcome—are you seeking an apology or a full refund? When you voice your complaint, address the appropriate person in the organization and communicate your concerns calmly and clearly to avoid escalating the situation If your initial attempt doesn’t yield results, persist in reaching out, as you may need to engage with multiple representatives to find a resolution Lastly, if the person assisting you has been helpful and resolved the issue satisfactorily, be sure to express your gratitude for their support.
2.2 Choose the best word to fill in each gap
Simco identified two key factors that determine whether customers transition from satisfaction to loyalty: the outcome of their experience and the process through which they received it For instance, even if a customer purchases a fantastic car, they may choose not to return to the dealership if the purchasing experience was unpleasant Therefore, while the outcome can be positive, a negative process can hinder customer loyalty.
Employees are a vital component of your business strategy, serving as your key competitive advantage It is these individuals who cultivate meaningful relationships with your customers, making it essential to invest in and prioritize their development.
Building customer loyalty significantly impacts your bottom line, as loyal customers tend to purchase at two to four times the rate of merely satisfied customers They enthusiastically promote your company to others, serving as your best marketers Additionally, loyal customers are often willing to pay more for your services.
8 A Potential B Loyal C Satisfying D Annoying III READING COMPREHENSION
3.1 Read the passage and decide whether the statements are True or False
Dealing with difficult people on the phone is an essential skill for today's successful business professionals The Reed Employment agency offers valuable tips to help individuals effectively manage challenging callers and optimize communication outcomes.
When dealing with rude behavior under pressure, it's crucial to understand the underlying reasons for their anger, even if it requires some guesswork Always remember to maintain your composure and avoid responding with anger, as many conflicts arise from simple misunderstandings By staying calm, you can effectively address the core issue and work towards a resolution.
To effectively resolve issues, it's crucial to maintain your composure, which can be achieved through strategic preparation While many call centers train their staff in these techniques, other office workers should also take the initiative to develop their skills The key is to respond with kindness, ultimately leading to customers expressing gratitude for your understanding and assistance.
To effectively address complaints, it is crucial to listen attentively and empathize with the individual expressing their concerns Demonstrating understanding does not require compromising your company's values or your colleagues Agree on a resolution and remain committed to it, while always maintaining a courteous demeanor Remember, there may be times when an apology is necessary, and accepting this responsibility is part of providing excellent customer service.
1 Successful business people are able to handle difficult people on the phone
2 Business people can sometimes get angry with customers making complaints on the phone
3 Maintaining calm helps business people get to the root of the problem
4 Business people don’t have to show empathy with people making complaints _ _
5 Business people never have to apologize customers
_ _ 3.2 Read the text and answer the questions below
Customer complaints present a valuable opportunity to strengthen relationships and boost profitability When managed effectively, these complaints can lead to enhanced loyalty, increased business, and positive referrals Initially, my organization struggled to embrace customer feedback, but over time, listening to our clients has allowed us to improve our services, making them more efficient and user-friendly To encourage open communication, it’s essential to invite customers to share their comments, feedback, and complaints directly at the point of purchase.
To enhance customer engagement, provide 13 comment forms along with a personal email link or phone number It's essential to respond to every complaint and suggestion, signing each reply personally Additionally, establish a customer-user group and actively listen to their feedback Remember, when customers offer valuable insights, reward them with a handwritten thank-you note, a complimentary gift, or an exclusive discount, and let them know their input is appreciated.
1.What are the results of handling customers’ complaints properly?
_ 2.How has listening to customers helped the writer’s business?
_ 3.How did the writer’s organization react to customers’ complaints initially?
_ 4.What does the writer advise you to do on each response?
5 What should you send to customers if they give you valuable feedback?
Translate the following sentences into Vietnamese
1 Multicultural teams may take more time to make decisions, so you need to be patient and live with uncertainty for a while
2 Customer loyalty and customer satisfaction increase when they are based on communication with real people, and they may not be sacrificed if the customer service experience is too automated
3 Every contact must contribute to customer satisfaction if a company wants to build a long-term relationship and get repeat business
4 The returning customers are especially valuable when they make a customer referral, that is recommend the company’s products to colleagues or friends
Loyal customers are likely to return to your business, not only to continue using your existing products and services but also to explore new offerings, while actively recommending them to others.
Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS
1 If you can keep existing customers happy, they _ _
3 In order to deliver good customer service, staff _
4 If customers are not satisfied, they _
5 Every year, businesses spend millions on _
Product and process
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activity 1 on page 36.]
1 the system of people and organizations that are involved in getting a product from the place where it is made to customers
2 the activity of being in charge of and controlling the process of getting a product from the place where it is made to customers
A supply chain B supply chain management C logistics
3 an amount or number of something, especially one that can be measured
4 official or legal documents that are needed in order to prove something
5 the process of planning and organizing to make sure that resources are in the places where they are needed, so that an activity or process happens effectively
Before students engage in Activity 2 on page 36, they should match the words and phrases in the provided box with their corresponding definitions The terms include partner, purchase, rescue, assemble, cash flow, packaging, and end-user, along with three extra words that are not needed for this task.
1 to save a person, company, economy, etc from financial failure
2 a person or organization you are closely involved with in some way
3 to make something by joining separate parts together
4 material used for wrapping or covering goods to protect them
5 the person or organization that uses a product or service
1.3 Find the words in paragraphs 3,4,5 and 6 of the article on page 37 with the following meanings [Note: This task should be done before students do the activities 3,4 on page 36).]
1 using resources such as time, materials, or energy well without wasting any
2 products are not available to buy in a store because they have all been sold
3 to put a computer program onto a computer so that the computer can use it
4 to combine two or more things into one
5 a method of paying for goods or services at a later time, usually paying interest as well as the original amount
1.4 Use words from exercise 1.3 to complete these sentences Change their forms if necessary
1 They've purchased all sorts of leisure equipment on
2 We will recommend alternative products in the event that we are _ of that particular item
3 The firm is having a new security system
4 He is a leading proponent of broad changes in the Postal Service to make it more and competitive
5 We're planning to the sales department with the marketing department
2.1 Choose the best word to fill each gap
In 1991, the Council of Logistics Management (CLM) defined logistics as the process of planning, implementing, and managing the efficient flow and storage of goods, services, and related information from the point of origin to the point of consumption, aimed at meeting customer requirements.
There is another definition of logistics, the Seven Rs, which defines logistics as
To achieve optimal customer satisfaction, it is essential to provide the right product in the correct quantity and condition, delivered to the appropriate location, at the ideal time, for the right customer, all while maintaining cost-effectiveness.
In recent years, physical distribution has gained significant attention, reflecting a shift in focus within American business history During the early 1800s, at the onset of the Industrial Revolution, the primary emphasis was on production efficiency and reducing costs per unit However, by the early 1900s, businesses began aligning production with consumer demand, leading to a growing recognition of the importance of sales and distribution strategies.
‘logistics’ had first been (7) _ with its use by the military During World War II military forces made effective use of logistics models and forms of systems analysis
(8) _ that materials were at the proper place when needed
6 A to follow up B to catch up C give up D look up
8 A to invite B to control C to manage D to ensure
In the process of continuous improvement, organizations often seek to modify their practices to enhance efficiency and reduce costs By managing resources effectively, they can influence the overall cycle of production, leading to improved maturity in their operations While some strategies may seem expensive initially, they often result in cheaper long-term solutions It is essential to control the lengths of each phase in the improvement cycle to ensure optimal outcomes.
The product life cycle refers to the limited lifespan of products from both consumer and producer perspectives For instance, a car model may only be produced for five years before being replaced by a new version Advances in technology and new inventions can render many products obsolete, while fashion trends significantly influence product longevity Some products continue to thrive by entering new markets Despite varying durations, all products follow a life cycle that includes common stages such as introduction, growth, maturity, and decline.
(6) _ stages The length of the product’s life cycle can often be extended by
Companies often modify their products to maintain market presence over time As long as the product stays competitive, this approach can be significantly more cost-effective than creating an entirely new model.
3.1 Read the article and answer the questions below
Launching a new product can be challenging for inventors, particularly when competing against large consumer product companies with substantial marketing budgets To succeed, inventors should conduct thorough market research to identify potential customers and determine acceptable pricing For small businesses, showcasing the product to potential buyers is an effective marketing strategy that helps them understand the value of the offering It's essential to focus on existing customers and prioritize their satisfaction to foster loyalty and long-term success.
If you can do that, you will discover that they talk about the product to other people, and
19 word-of-mouth recommendation is the most cost-effective way of extending your customer base
Before investing in expensive promotional methods like brochures and advertisements, consider cost-effective alternatives to reach your target audience Utilize a website, distribute free samples at major events, and send your product to journalists who may feature it in their publications if it captures their interest These strategies can effectively enhance brand awareness without significant expenditure.
Be ready to sell directly to customers, but, if your product is a consumer product, it is worth approaching retail stores to see if they will store it
1 How much money do large consumer products companies invest in marketing?
2 Why do investors have to carry out market research?
3 What is the most cost-effective way of extending your customer base?
4 What are the cheap ways of marketing your products?
5 Why is it worth approaching your consumer product to retail stores?
3.2 Read the article below and decide whether the statements are True or False
Pricing policies are crucial for any product or service, as determining the right price is essential for success Simply guessing a price can lead to significant issues The key question to address is, "What price level should we set?" A higher price compared to competitors suggests that the product offers unique features or benefits, justifying a premium cost for customers.
Products and services, including maintenance and repair work, can possess unique qualities that enhance their value While it's a recognized economic principle that higher prices typically lead to lower sales volumes, both premium and budget markets can achieve profitability.
Discount strategies play a crucial role in attracting customers, with some organizations providing discounts as a standard practice while others refrain from offering them Quantity discounts incentivize larger purchases by reducing the unit price as the quantity increases Additionally, prompt-payment discounts encourage timely payments, often appealing to retailers by offering a lower total amount if payment is made within a specified timeframe, such as ten days.
1 When a product or service is ready for sale, the most vital thing is to decide where to sell it
2 A product with a relatively high price can indicate that it has something special about it compared to the competitors’ products
3 The customer is expected to pay less for the extra-special qualities to be found in the product
4 There are companies which never offer discounts
5 With “Prompt-payment discounts”, if customers pay early, the amount they pay will be less than it would normally be _ _
Translate the following sentences into Vietnamese
1 In the traditional workplace, employees can be monitored closely to check on their performance
2 More and more advertisers are developing strategies to obtain personal recommendations via social media
3 Products and processes are the fundamental building blocks of a company’s operations, and they play a major role in determining the competitive positioning of a company
4 A supply chain is a fundamental business model which involves a series of processes for moving goods from the manufacturer to the retailer and finally to the consumers
5 Supply management is made up of five areas: supply planning, production planning, inventory planning, capacity planning, and distribution planning
Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS
1 Every company tries to deliver the right product which means _
2 Providing products at the right price means _
3 Sharing information between partners in the supply chain can _
4 Companies should buy raw materials from different suppliers in order to _
5 Companies have cash flow problems when _
Job interviews and career
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activity 1 on page 48.]
1 a person who answers questions in an interview to see whether they are suitable for a job or course
2 the person who asks the questions in an interview to find out if someone is suitable for a job or course
3 for all the hours of the week that people normally work, not just for some of them
A full-time B part-time C flexibility
4 for only some of the hours of the week that people normally work, not all of them
A full-time B part-time C flexibility
5 a business that is paid to find suitable workers for other companies and organizations
A job advertisement B recruitment agency C job application
6 someone who applies for a job
7 a person who is competing for a job or an elected position
8 a short written description of your education, qualifications, and previous jobs which you send to an employer when you are trying to get a job
1.2 Match the words/phrases in the box with their definitions [Note: This task should be done before students do the activity 2 on page 48.] There are THREE extra words
23 risk connection virtual recruiter duties impression improvement employment
1 important people who you know and who can help and advise you
2 used to describe something that can be done or seen using computers or the internet instead of going to a place, meeting people in person, etc
3 a company or organization that is looking for new employees
4 an idea or opinion of what something or someone is like
5 the possibility that something bad or dangerous will happen
1.3 Find the words in paragraphs 4,5, and 6 of the article on page 49 with the following meanings [Note: This task should be done before students do the activity 4 on page 48).]
1 having very strong feelings or emotions
2 a small number of people who have been judged the most suitable for a job, prize, etc from a larger number and from which one will finally be chosen
5 to pause before you do or say something, often because you are uncertain or nervous about it
1.4 Use words from exercise 1.3 to complete these sentences
1 Their positive _ to absence management played a large part in helping the organization return to profitability
2 Joe is _ about baseball (= he likes it very much)
3 Candidates on the had three interviews each
4 By the time they reached the summit, they were _
5 If you need anything, don't to call me
In the recruitment process, candidates must apply confidently and prepare for interviews It is essential to be honest during the selection process, as dishonesty can negatively impact one's chances Conducting thorough research about the company can help candidates compete effectively in a competitive job market While some may prefer to rely on their instincts, a well-prepared candidate will always stand out in a survey of potential hires.
When applying for a job, it's crucial to make a positive impression from the very beginning Ensure you are dressed appropriately, arrive punctually, offer a firm handshake, and maintain strong eye contact to convey confidence and professionalism.
In the first minute of meeting someone, judgments are quickly formed, making it crucial to present a clean and tidy appearance Jacqueline King, a manager in the private banking sector, emphasizes, “I never give a job to someone who has made no effort to look clean and tidy.”
It is also important that you prepare as much as possible before the interview by doing
During interviews, it's essential to gauge the candidate's genuine interest in the company Robert Pitt, a partner at a leading accountancy firm, emphasizes the importance of asking several targeted questions about the firm and its culture to determine if the interviewee truly cares about the organization.
To stand out in a competitive job market, it's essential to differentiate yourself from other candidates Engage in a two-way conversation during interviews, and remember to incorporate a genuine smile to create a positive impression This approach will help ensure that you are memorable to the interviewers.
25 that is a good thing too!
The people who get the jobs are enthusiastic (7) _, well presented, and lucky
So if you don’t get the first job you (8) _ for, keep on trying
2.2 Choose the best word to fill each gap
To achieve success in an interview, thorough preparation is essential Researching the company’s key facts, main activities, and services beforehand significantly increases your chances of a favorable outcome Investing time in this preparation not only demonstrates your interest but also equips you with valuable insights that can enhance your performance during the interview.
To stand out among applicants, it's essential to thoroughly research the company, primarily through its website Review your CV before the interview to ensure you can confidently discuss key points Additionally, familiarize yourself with essential facts about your current workplace to be prepared for any related questions Punctuality is crucial; know the interview location and how long it will take to get there to avoid arriving late and flustered Lastly, prepare thoughtful questions for the interviewer, as this is a two-way process that allows you to assess whether the job aligns with your desired professional development.
3.1 Read the article below and decide whether the statements are True or False
GUIDELINES FOR WRITING YOUR CV
A well-crafted CV is crucial for job applications, as readers often make decisions in just 30 seconds To capture their interest, it's essential to present a professional image and highlight the potential benefits of hiring you Creating an effective CV requires time and multiple drafts, focusing on layout, presentation, and carefully chosen words that convey responsibility and achievement.
To enhance your chances of success in your job application, it’s crucial to present your career background and skills in a clear and accessible manner Make it easy for the reader to absorb relevant information by ensuring that your message is straightforward and well-organized Use proper spacing and highlight key details to ensure they stand out, allowing the reader to quickly grasp the essential points.
A CV's primary goal is to secure interviews by making a positive visual impact and effectively showcasing your qualifications While the presentation style is a personal choice, it’s crucial to use dynamic language that reflects an active and successful career Common pitfalls include treating a CV as merely a restatement of job descriptions, leading to excessive jargon and unnecessary details Additionally, sensitive topics like salary and reasons for leaving previous positions should be reserved for the interview stage.
1 A reader spends a minute to reach a decision about a CV _ _
2 Layout, presentation and a choice of words are vital components of any CV
3 It’s important to organize your CV so that it makes the reader’s task an easy one
4 The purpose of the CV is to get a job _ _
5 You should mention issues such as salary and reasons for leaving previous employers in your CV _ _
3.2 Read the article and answer the questions below
PICKING THE RIGHT PERSON FOR THE JOB
Selecting the right candidate from a pool of qualified applicants can be challenging for interviewers To navigate this dilemma, they occasionally resort to unconventional methods to identify the most suitable individual for the position.
In job interviews, candidates may face tasks such as solving logical problems or answering questions designed to reveal their skills and personality For instance, asking, "How many houses do you think there are in your town?" tests numerical estimation abilities, while hypothetical scenarios like, "If you had only six months to live, how would you spend them?" assess goal-setting and prioritization skills Additionally, questions aimed at uncovering personality traits, such as "If you were an animal, what animal would you be?" can provide insights into a candidate's work ethic, with answers like "a horse" suggesting a hard-working nature.
Questions posed during an interview can aid in identifying the most suitable candidate, but evaluating a candidate's previous job performance often provides deeper insights into their capabilities and potential fit for the role.
To assess a candidate's communication skills effectively, it's essential to engage in a natural conversation rather than relying on unconventional questions that may undermine the interviewer's credibility A successful business professional I spoke with emphasized that such odd inquiries are not only unhelpful but can also drive away potential talent He noted, "If someone asked me questions like that, I’d leave the interview," highlighting the importance of fostering a genuine dialogue to attract and retain strong candidates.
1 According to paragraph 1, how do interviewers choose the right person for the job? _
2 According to paragraph 2, what is the purpose of asking the candidates the question: “How many houses do you think there are in your town?”
The purpose of presenting candidates with the hypothetical question, “If you had only six months to live, how would you spend them?” is to evaluate their priorities and values This scenario encourages candidates to reflect on what truly matters to them, revealing insights into their character and decision-making processes By understanding how they would allocate their time in a limited timeframe, employers can gauge the candidates' motivations and alignment with the company’s culture.
4 According to paragraph 3, how can we know whether the candidate is a good communicator?
5 In paragraph 4, why doesn’t the writer’s friend use these odd questions?
Translate the following sentences into Vietnamese
1 At the beginning of your career, the most important thing is to find a job, any job where you can gain experience and develop your skills
2 Almost any entry-level jobs will allow you to gain experience and be promoted to a better position
3 Almost every interviewer will ask about your strengths and weaknesses, so be prepared to talk about what you are good at and what you can improve
4 Classroom training and working in the field will help you develop your skills and become a successful Sales Representative within our company
5 As a leader in your industry, we offer training with experienced professional, an excellent salary and a rewarding career in sales
Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS
1 An interview is the opportunity for company to _
3 When you attend an interview, you should _
4 A sales representative is responsible for _ _
Marketing and selling
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activity 1 on page 62.]
1 the business activity that involves finding out what customers want, using that information to design products and services, and selling them effectively
2 for the purpose of advertising something
3 the act of showing someone how to use a product or how a new system or product works
4 to have formal discussions with someone in order to reach agreement
5 a statement of how much a job, service, or product will cost
Before engaging in activities 2 and 3 on page 62, students should match the words and phrases provided with their respective definitions The words include: blame, incompetent, separate, design, prospective, awareness, proposal, motivate, lead, and enquiry, with three additional words that are not needed for this task.
1 not together, joined, or connected
2 to say or think that someone or something did something wrong or is responsible for something bad happening
3 lacking the skills or knowledge to do a job or perform an action correctly or to a satisfactory standard
4 knowledge and understanding of a particular activity, subject, etc
5 a strong feeling that you want something
6 someone who might become a customer, buyer, etc
7 a question or request for information about someone or something
8 a formal suggestion, plan, or idea, often a written one
1.3 Find the words in paragraphs 4, 5, 6,7 of the article on page 63 with the following meanings [Note: This task should be done before students do the activities 4 and 5 on page 62).]
1 a person or organization that owns shares in a company
2 the way in which a business, government, or other organization carefully plans its actions over a period of time to improve its position and achieve what it wants
3 provided after a customer has paid for and received a product or service (adjective) _
4 a meeting that happens once every year in which a company or other organization discusses the past year's activities and elects new officers
5 an agreement to stop fighting in order to allow discussions about peace
1.4 Use words from exercise 1.3 to complete these sentences You can change their forms if necessary
1 The company was asked to strengthen its service
2 The group's report represents a fundamental change in _
3 Under the proposals, will receive a cash offer of between 245p and 255p a share
4 Shareholders are expected to approve the plan at their _ on Tuesday
5 Neither party ever broke the
To succeed in today's competitive environment, businesses must understand the diverse cultures and needs of their target audience Effective marketing strategies require thorough research to select the right approach and profile the ideal customer By focusing on these critical elements, companies can make informed choices that drive sales and meet the demands of the market.
A brand is essentially the name or design assigned to a product by a company, facilitating easy recognition In today's competitive business landscape, a strong brand is crucial for a company's success, serving as a powerful marketing tool.
For a brand to achieve success, marketers must understand consumer needs and desires, necessitating extensive market research This research creates a consumer profile, which outlines the typical customer's needs, wants, beliefs, and values When a brand aligns with these values, it significantly increases its chances of success.
The customer has so much (6) nowadays that a good brand is a necessity
33 so that one product is clearly different from another in his or her mind
A good brand, or course, also has long-term benefits as it will appeal (7) many different market segments and to people from different (8)
2.2 Choose the best word to fill each gap
FINDING AND KEEPING CUSTOMERS Customers and buyers are the lifeblood of any business The constant challenge is to first (1) _ your customers and then sell to them
For new businesses, marketing experts recommend conducting a SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats This systematic review helps clarify business objectives and establish realistic sales goals.
Gaining customers is crucial, as their satisfaction can significantly impact your business's success Providing exceptional service encourages customers to promote your company to their friends and colleagues, giving you a competitive advantage over your rivals.
When planning to invest in advertising, utilizing business directories, local newspapers, and online platforms can be highly effective Additionally, trade exhibitions offer valuable opportunities to connect with potential clients and explore profitable markets You can also generate free public relations by sending press releases to magazines and newspapers; however, due to limited editorial space, your story must be exceptionally engaging and newsworthy to be published.
JS Bank is dedicated to supporting new businesses in achieving a successful launch We offer valuable resources for business development, including our complimentary guide, "How to Exploit Your Business Potential," which provides practical advertising strategies and is endorsed by the Institute of Direct Marketing Reach out to your local JS Bank branch to obtain your copy.
6 A expensive B costly C low D cost-effective
8 A boring B terrifying C stressful D entertaining III READING COMPREHENSION
3.1 Read the article and answer the questions below
European financial institutions recognize that an ATM represents more than just a transaction; it is considered an investment This perspective is reflected in the fact that over 550% of banks with ATMs have chosen to invest in our solutions.
At DynaBold, we prioritize durability in our ATMs, ensuring they are built to last while also embracing technological advancements for adaptability Pioneering the industry, we introduced the first modular ATM that allows for upgrades without the need to replace the entire housing As a testament to our innovation, these ATMs continue to provide significant returns for their original investors.
With over a century of security expertise, we not only safeguard your investment but also ensure the security of your ATM Our dedicated service organization operates around the clock, 365 days a year, and all our service engineers are trained to maintain both electronic components and security features effectively.
It is no wonder that the majority of European financial institutions use our ATMs
They know their money is securely invested
Shouldn’t you invest your money wisely, too? Call DynaBold today to find out how
We will arrange to send a DynaBold representative to visit you at your place of business to discuss our complete line of products and show you how a DynaBold
The ATM system offers unique advantages that save both time and money, surpassing other systems With a range of maintenance and upgrade packages available, our representatives are ready to assist you in choosing the ideal system and services tailored to your needs Contact us today for more information.
1 What kind of company is DynaBold?
3 How does the company maintain its ATMs?
_ Questions 4& 5: What does each of the following underlined words/phrases in the passage refer to?
4 That is why more than 550 percent of banks that have ATMs have invested in ours _
5 They know their money is securely invested
_ 3.2 Read the article and decide whether the statements are True or False
In the 21st century, Customer Relationship Marketing (CRM) has become a pivotal focus in the marketing landscape, as highlighted by Richard Swan, a seasoned expert with over 1,000 published articles and three successful books As the Chairman of Swan Partners, his insights shared at the recent industry conference underscore the importance of CRM in building lasting customer relationships and driving business success.
Swan emphasizes the importance of customer loyalty, noting that existing customers are three to eight times more likely to make a purchase compared to non-customers with similar profiles To enhance loyalty, businesses should meticulously record customer preferences, such as specific product sizes or service requests, to tailor future offerings While a robust computer database is crucial for effective customer relationship management (CRM), the true skill lies in interpreting customer feedback and understanding their expectations Success in CRM requires a balanced approach that includes market research, meeting customer expectations, identifying system weaknesses, and soliciting after-sales feedback However, Swan cautions that CRM should be approached with care to ensure its effectiveness.
If you can’t measure customer response, then it’s better to keep to more traditional marketing methods.’
1 Richard Swan is chairman of his own marketing consultancy _ _
2 His talk at the industry’s recent annual reference focused on
3 It is not necessary for effective CRM to record customer information on a good computer database
Successful CRM relies on a balanced combination of market research, meeting customer expectations, identifying system weaknesses, and soliciting customer feedback and suggestions after sales.
5 It’s bad to keep to more traditional marketing methods if you aren’t able to measure customer response _ _
Translate the following sentences into Vietnamese
1 More and more advertisers are developing strategies to obtain personal recommendations via social media
2 When marketing and sales work together closely, there will be increased revenues and new business opportunities
3 Long-term customer partnerships allow companies to anticipate more future needs
4 Sales do all the hard work: they answer the prospect’s enquiry, mail information, call the prospect back and arrange a sales visit
5 By working together, sales and marketing departments can satisfy more customers and create more value for shareholders
Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS
1 Sales staff are in charge of _ _
3 Companies advertise their products in order to _
4 Marketing people are responsible for _
Entrepreneurship
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activities 1 and 2 on page 74.]
1 someone who makes money by starting their own business, especially when this involves seeing a new opportunity and taking risks
2 the person who is responsible for managing a company, store, etc., or a department of a company, etc
3 having a particular value, especially in money
4 a reduction in the usual price of a product or service
6 a company that records and sells music
7 involving the possibility that something bad might happen or that something will fail or lose money
8 the amount of money that is owed by a person, company, country, etc and that they usually have to pay interest on
Before students engage in activities 3 and 4 on page 74, they should match the words and phrases in the box with their corresponding definitions The terms include franchise, failure, financing, cash flow, consists, security, negotiation, entrepreneurial, deal, fund, consideration, and bank loan, with three extra words provided.
1 a situation in which a company has been unsuccessful and has to stop operating
2 relating to someone who starts their own business or is good at seeing new opportunities to make money
3 an arrangement in which a company sells another business the right to sell its products or services in return for payment
4 the amount of money moving into and out of a business
5 a formal discussion between people who are trying to reach an agreement
6 an agreement or arrangement made between two people or companies
7 an amount of money saved, collected, or provided for a particular purpose
8 the money needed to do a particular thing, or the way of getting the money
9 money that is borrowed from a bank
1.3 Use words from exercise 1.2 to complete these sentences You can change their forms if necessary
1 He started a construction company with a modest _
2 Each store is owned by an individual who pays a fee for the
3 Small traders often have short-term _ problems
4 The whole project was doomed to right from the start
5 She'll make money - she's got that spirit
In the process of establishing a business, it is crucial to secure the right investment and effectively manage finances Entrepreneurs often face difficulties, including the risk of incurring debts and the challenge of achieving a profit margin A well-planned marketing strategy can help mitigate potential losses and ensure a successful start-up Being committed to overcoming obstacles is essential for long-term success in the competitive market.
In 1998, I realized my long-held dream of starting my own company by launching PetMinders, a service dedicated to caring for pets while their owners are on holiday Identifying a gap in the market, I focused on finding the right staff, prioritizing individuals who were not only passionate about animal care but also capable of handling a diverse range of pets.
Despite facing some financial challenges in the early stages, I persevered and sought additional funding without incurring significant debt Fortunately, I secured an investment from a supportive individual A friend advised me to increase my marketing efforts, which led me to offer free gifts to attract new customers In 2001, PetMinders achieved its first milestone, and the company has since expanded and is thriving.
2.2 Choose the best word to fill each gap
PLANNING TO START YOUR OWN BUSINESS?
Before you start, there are a few things you should do
• (1) _ the market before you do anything and make a sales forecast: this way, you will know how much turnover to (2)
To effectively manage your finances, it’s crucial to estimate key expenses such as rent for your premises, anticipated interest payments on loans, and your salary obligations.
• By (4) your costs from turnover, you should be able to make a profit forecast The people who lend you money or (5) in your business will want to know this
Before applying for a bank loan, it’s crucial to evaluate the interest rate and determine if you can comfortably repay the amount borrowed Additionally, banks typically require collateral for the funds they lend, so consider whether you have assets, such as a house, that can serve as security for the loan.
• Of course, the government will require you to pay (8) _ on your profits
• Your main liability will probably be your loan from the bank
3.1 Read the text and answer the questions
WHAT MAKES A GOOD BOSS BETTER?
Effective management is crucial for the success of small businesses, as highlighted by David Harvey, Director of Optima In smaller organizations, the leader significantly influences company culture and workplace atmosphere Without strong leadership, even the most competitive businesses can struggle The most successful small enterprises thrive when leaders engage employees in the organization's development, emphasizing collaboration over mere compensation.
A strong sense of purpose is crucial for organizational success, transcending the need for grand mission statements Instead, it involves clearly communicating key business priorities that resonate with all employees, fostering a shared commitment to achieving them For instance, in a holiday company, this purpose might center around delivering exceptional customer service, ensuring that every holidaymaker feels valued and cared for upon their arrival at a resort.
A great leader prioritizes employee development, understanding that fostering their growth ultimately benefits the company Effective people development involves offering suitable training and creating a conducive environment for learning, whether through formal education or on-the-job experiences.
It is possible to acquire leadership skills While some people have an instinctive understanding of what makes a good manager; others can learn as they go along
1 How does ineffective leadership affect the company?
2 What is the role of the boss in most successful small businesses?
3 What does a good boss care about?
4 How important is it to the company if staff are encouraged to achieve their potential and succeed in their careers?
5 What does people development depend on?
_ 3.2 Read the text and decide whether the statements are True or False
A well-structured business plan should be clear, concise, and engaging to capture the reader's attention While the use of graphs and charts is encouraged, they should be limited to those that enhance understanding for the target audience The primary objective of the plan is to convey the organization's current status and projected future performance, addressing key questions that guide its direction.
When developing a business plan, it's crucial to clarify the type of organization—whether it's a partnership, private limited company, or sole trader—and outline staffing arrangements Highlight the unique selling proposition (USP) of the product and identify the target consumers A comprehensive financial section is essential for attracting potential investors, detailing the required funding and providing an estimated profit and loss account It’s important to avoid unrealistic claims or projections regarding future costs and sales to maintain credibility.
A business plan's objectives outline specific goals, while the mission statement conveys the organization's overall purpose and core values This statement can be concise and impactful or elaborate, reflecting a range of beliefs and aspirations It typically includes the company's responsibilities to its clients, but should avoid promotional claims about product or service quality A well-crafted mission statement effectively communicates the essence of the company in just a few words.
1 A business plan should be clear and concise, and written in a way to hold the reader’s attention
2 The main purpose of a business plan provides information about the organization’s present status and past performance
3 Potential investors don’t want to see a detailed section on finances
4 The mission statement on a business plan represents the general purpose and values of the organization _ _
5 The mission statement also states the company’s responsibilities towards its clients _ _
Translate the following sentences into Vietnamese
1 If you really have entrepreneurial spirit, working for someone else can be an extremely frustrating experience
2 If you choose carefully, an established business has every chance of continuing to be profitable
3 In every city in the world, there are hundreds of small businesses for sale, all waiting for your talent to help them grow
4 In a franchise operation, the franchiser agrees to let the franchisee use a company’s name and sell its product or service on a local market
5 Venture capitalists are sometimes prepared to invest money and know-how in start-up companies, but they will want to quick return on investment
Complete the following incomplete sentences between 6 and 12 words USING YOUR OWN WORDS
1 A lot of people think that starting a company _
2 Companies advertise their products because _ _
3 If you have a strong business plan, _ _
4 A meeting without an agenda is _
5 Buying an existing company has many advantages because _ _
1.1 Read the definitions and choose the most suitable words [Note: This task should be done before students do the activity 1 on page 88.]
1 The money coming into the company from sales
2 These include raw materials, commission paid to sales people, transport costs, and fees paid to external staff working on a project-by-project basis
A Cost of goods sold (COGS) B expenses C profit
3 profit with only the COGS taken way
A operating profit B gross profit C net profit
4 The cost of selling and marketing the products, and of generally running the company These costs include the salaries of permanent employees, advertising, rent, insurance premiums, etc
5 profit from the normal business activities
A operating profit B gross profit C net profit
6 the loss in value of machines and equipment due to age
7 This is money paid to the shareholders
8 This is what remains to invest in the business in the future
A retained profit B net profit C gross profit
1.2 Match the words/phrases in the box with their definitions [Note: This task should be done before students do the activity 2 on page 88.] There are THREE extra words
46 forecast expenses fixed cost administration amortization estimate bankrupt freeze asset re-mortgage reserve variable cost maintenance
1 to say what you expect to happen in the future
2 a cost that changes according to how much of a product is being produced or used _
3 a cost such as wages, rent, and interest that does not change in relation to how much a business produces
4 the activity of managing or dealing with a business activity
5 the work needed to keep something in good condition
6 unable to pay what you owe, and having had control of your financial matters given, by a law court, to a person who sells your property to pay your debts
7 to officially stop an activity or process for a period of time
8 money kept by a company for a particular use, for example, a future project or emergency
9 something that is owned by a person, company, or organization, such as money, property, or land
10 to replace a mortgage that you already have with a new mortgage, for example one with lower interest rates
1.3 Use words from exercise 1.2 to complete these sentences
1 Operating profits are to be below previous expectations at $3m
2 One way to reduce car usage is to increase the _ of using a car
3 When you take 2,000 people out of your business you will inevitably have reductions
4 _ of the scheme is costly in terms of time
5 The recession has led to many small businesses going _
6 The world's biggest automaker announced that it will temporarily _production due to low demand
7 The company reported total _ worth $1.9 million
8 They _ the family home in order to finance the business
To achieve a profitable investment strategy, it is crucial to understand the concept of blue chip stocks These are established companies known for their reliability and ability to generate consistent profits Working with a stockbroker can provide valuable insights into the best investment opportunities and help you navigate the market effectively By investing wisely, you can expect a significant return on your assets However, it is essential to assess the associated costs and risks to avoid financial losses.
Investing in the stock market typically requires a minimum commitment of five years due to the inherent volatility of share prices Factors such as an investor's age and risk tolerance play a significant role in determining their investment choices Cautious investors often prefer large, established companies, as their stock prices tend to rise steadily over time Conversely, those willing to embrace higher risks might explore opportunities in smaller companies or emerging markets, where share values can fluctuate dramatically but may also yield substantial gains For those lacking expertise in the stock market, seeking advice from a financial advisor is highly recommended.
Experienced market analysts can pinpoint promising start-ups that are poised to evolve into profitable companies offering substantial dividends to investors Investing in these emerging businesses can yield significant returns on investment Market expert Michael Moe recognized the immense growth potential of Starbucks after its IPO in 1992, when shares were priced at just $17 Since then, the stock price has skyrocketed, showcasing the company's remarkable success.
48 phenomenally successful worldwide Moe believes that it is possible for anyone to identify exciting investment opportunities by watching, researching and (8) _ global economic trends
2.2 Choose the best word to fill each gap
HOW DO YOU KNOW IF A COMPANY IS MAKING A PROFIT?