Berlitz Biz English 7 (Complete) SG

Business English
NEW
7
COMPLETE
NOW WITH ONLINE PRACTICE
ISBN 978-1-62284-847-8
B1.3
9 781622 848478
Business English
7
COMPLETE
Berlitz Languages, Inc.

Princeton, NJ
USA
Writer: Denise Kruelle
We would like to thank the many Berlitz instructors and staff who have
contributed to the creation of this course.
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Publisher.
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Marca Registrada
ISBN: 978-1-62284-847-8
First Printing — August 2018

Printed in China
For use exclusively in connection with Berlitz language instruction.
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WELCOMES YOU TO
Business English 7 Complete
Berlitz English is the fastest, the most practical, and the most enjoyable way to learn English.
To get the most of your English program, you should …
• attend all your scheduled classes
• do all online and customized practice assignments
• review each unit after class
• preview each unit before class
• practice speaking English anytime you can
• visit English websites to learn more about unit topics
• read English magazines, books, and newspapers
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We wish you great success with your English studies!
The Berlitz Team
©2018 Berlitz Languages, Inc. v

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

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

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

CONTENTS
SPEAKING GOAL PAGE TOPICS GRAMMAR
Negotiate a budget 1 Budgets Collocations and expressions with

1
increase budget. For example: tight budget,
budget constraints, to slash a budget,
below budget, (no) room in the budget,
budget deficit, budget surplus.
Present financial 6 Financial statements Presenting graphical information

2
information
Compare investment 10 Securities and Using to wish. For example: I wish I

3
options investments hadn’t invested in that.
Stock market expressions: bear market,
bull market, to dabble in the market,
market crash, etc. (extension)
Discuss the 14 Brands I Collocations with brand. For

4
importance of example: brand image, brand identity,
brand awareness, brand recognition.
brands
Define your brand 18 Brands II Apposition and alliteration. For example:

5
SuperNet, supplying customers since
1976.
Discuss brand 21 Brands III Relative clauses with prepositions. For

6
protection example: The copyright infringement
about which you wrote was corrected.
The copyright infringement you wrote
about was corrected.
Discuss consumer 26 Consumer protection, Present participles as complements. For

7
protection and fraudulent practices example: We have the Consumer
Protection Office looking into the matter.
describe an incident
Describe product 30 Product distribution Uses of will and would. For example: I’ll
8
distribution and channels, customer check it for you if you’d like. Our printer
shopping habits will print thirty pages a minute, but it
sales
won’t print photos. We’ll be back at 3:00.
Discuss buyer 34 Pricing strategy, buyer Persuading

9
incentives incentives
viii ©2018 Berlitz Languages, Inc.

Similar words with -ice, -ise endings:

advice, advise, device, devise (extension)
10 Review 39
Discuss sales 51 Sales I: Sales Word families: verbs, adjectives, and

11
techniques techniques nouns (extension)
Negotiate a sale 55 Sales II: Negotiations Modals with several meanings: can, can’t,
12
may, should, must
Describe your career 61 Careers Uses of used to. For example: I used to
13
path work in an office. I’m not used to working
from home yet. It will take time to get
used to it.
Describe reactions 66 Change, reactions, Adjectives of emotion. For example:

14
to change emotions shocked, furious, insecure, fearful,
pessimistic, depressed, resentful, bitter.
Direct vs. indirect passive. For example:
The job was offered to me. vs. I was
offered the job.
Discuss difficult 71 Workplace decisions, Unreal conditional with were to +

15
decisions career dilemma verb. For example: If we were to do that
…; If I were to accept the job …
Use the appropriate 75 Correspondence I: Active vs. passive in correspondence

16
register Register Conjunctions and connectors to link
clauses and sentences (extension
activity)
Control the tone of 80 Correspondence II: Conjunctions / connectors to link bad

17
your message Tone and good news, and softeners with bad
news. For example: Although our prices
are slightly higher this year, our packages
are bigger.
Place, take, and 86 Phone calls Predicate adjectives and adverbs with to
18
return calls be. For example: The computer was down
all afternoon. Ed is away until Monday.
©2018 Berlitz Languages, Inc. ix

Phone calls: Tone of voice and formality

Take down and pass 92 Phone and text Infinitive of purpose (for reporting). For
19
on information messages, notes example: Paula called to tell you that she
was running late and would be here in
approximately two hours.
20 Review 98
Discuss current 114 News and current Interjections. For example: That’s

21
events and share events I ridiculous! How can that be? It's about
time! etc.
news
Adverbs used in reporting. For example:
supposedly, reportedly, allegedly,
evidently, presumably.
Describe the impact 118 News and current Describing impact and effect. For
22
of an event events II example: Massive damage was caused by
the floods.
Nouns from adjectives. For example: The
severity of the problem is unknown.
Uses of as. For example: As far as I know,
he will be here today.
Describe economic 123 The economy Understanding headlines

23
conditions
Discuss the impact 127 Strikes Verbs of reporting: to demand, to claim,

24
of strikes to imply, to insist, to acknowledge
Describe training 132 HR I: Training, Interrogative clauses. For example: We

25
and development professional haven’t decided what training you will
development need. Do you know who our trainer will
plans
be?
Describe promotion 136 HR II: Promotions, Alternatives: on the one / other hand, not
26
policies recruitment only … but also, no better alternative. For
example: There’s no better alternative
than to advertise the position on the
Internet right away. I can’t think of a
better alternative. / I can think of no
better alternative.
x ©2018 Berlitz Languages, Inc.

Discuss employment 141 HR III: Unemployment Reduction of relative clauses to

27
and recruitment and labor shortages modifying phrases: omission of relative
pronoun + to be. For example: We’re
issues
seeking applicants familiar with COBOL.
Discuss personal 146 Life-long learning, Present and past progressive to describe
28
training and course options habits. For example: They are constantly
experimenting with new ideas.
development
options
Discuss ways to 151 Risk management Verbs that collocate with risk. For
29
reduce risk example: to pose a risk, to run the risk of,
to weigh the risk, to spread the risk.
30 Review 154
Describe 167 Information security Prefixes of negation: dis-,

31
information security un-, in-, im-, ir-, il-, non-, anti-, counter-
risks and best
practices
Present the topic(s) 172 Presentations I: Topic Presentations: Getting started, outlining
32
of a presentation outlines the talk, transitioning from one point to
the next, delivering
Present key points 177 Presentations II: Key Presentations: Introducing a key point,
33
in a presentation points, gestures making the major point, emphasizing and
highlighting
Adapt a talk for 182 Presentations III: Clear Defining, rephrasing, explaining, giving
34
different audiences contents examples
Acronyms (extension)
Take part in a Q&A 187 Reported questions (immediate

35
session reporting)
Uses of to keep. For example: to keep an
eye on, to keep track (extension)
Discuss travel 192 Travel advisories Giving strong advice: cautions and
36
issues and concerns warnings: had better, ought to, must … if
…, to suggest + subjunctive, to reconsider
+ -ing, to advise against + -ing
©2018 Berlitz Languages, Inc. xi

Give advice on 196 Intercultural business I: Formal vs. informal introductions. For
37
business etiquette Introductions, attire example: Allow me to present our CEO,
Dr. Cliff Jordan. Frank, this is Laura
Davies. Laura, this is Frank Wells, our
new auditor.
Discuss business 200 Intercultural business Verb + time collocations (review)

38
culture in your II: Communication Expressions with time. For example: It’s
styles, attitudes toward just a matter of time. The time is ripe.
country
time
Describe a travel 205 Travel experiences Comparisons with like, as if, as

39
experience Expressions to describe helpfulness: to
go out of one’s way, to go the extra mile,
to bend over backwards, can’t be
bothered, to barely lift a finger
40 Review 209
Complete Audio A-1

Scripts
xii ©2018 Berlitz Languages, Inc.

UNIT 1
In this lesson you will ...
Negotiate a budget increase

Vocabulary & Expressions Language Focus
to negotiate to risk Collocations and expressions with

to make do to impact budget. For example: tight budget,
to stretch (a budget) counterargument budget constraints, to slash a budget,
below budget, (no) room in the budget,
How come? counterproposal budget deficit, budget surplus.
Come on. It’s out of the question.
expenditure (also I can live with it.
outgoings UK) to balance
earmarked contentious
money well spent to make a concession
conservative (= careful) What (amount) did you
to argue for / against (an have in mind?
increase) to lease
to know where (one) stands
WARM-UP
– We need to talk about my staffing budget.

– How come?
– Come on, Nancy. You’ve seen how overworked we
are. We need to hire at least one more person.
– Can’t you make do with a temp?
– For a while, maybe, but not long term.
– I’m sorry, Rachel. I don’t think I can stretch the
budget that far at this time.
©2018 Berlitz Languages, Inc. Negotiate a budget increase • Unit 1 | 1

LANGUAGE FOCUS
Please submit your budget plans by the end of the week
ADJECTIVE + BUDGET
I’m afraid we can’t hire anyone right now. We’re on a fixed / limited budget.
If we cut the sales / training / R&D budget now, we will pay for it later on.

BUDGET + NOUN
We need to slash our budget expenditures across the board.
The department has a budget deficit / surplus / increase of $250,000.
Due to budget constraints / limits / cuts, we had to eliminate some benefits.

PREPOSITION + BUDGET
There’s no room in the budget for a huge expenditure like that.
Last year, our department came in below / under budget.
If we are over budget, we will have to cut costs elsewhere.

BUDGET + PREPOSITION
This year, we have a budget of $2.5 million.
Do you have a budget for entertainment expenses?
Arguments for or against?
For Against
1. Due to budget constraints, I’m afraid we can’t hire anyone right now.
2. I know we have a tight budget, but I know this would be money well
spent.
3. We had a budget deficit last year, so we need to be conservative with
spending this year.
4. If we slash the advertising budget now, we will pay for it later on with
lower sales.
5. Our last project was below budget. Can’t we use the extra money
earmarked for that?
6. There’s no room in the budget for a huge expenditure like that.
2 | Negotiate a budget increase • Unit 1 ©2018 Berlitz Languages, Inc.

LISTENING 1
Negotiating a budget
1. Last year’s budget: $
2. Bridget’s initial proposal: $

Argument: amount needed in order to achieve all objectives
3. Stephen’s counterargument:
Stephen’s counterproposal: $
Argument:
4. Bridget’s counterargument:
Bridget’s counterproposal: $
Argument:
5. Stephen’s counterargument:
Final amount agreed on: $
VOCABULARY & EXPRESSIONS
Reaching agreement
Move away from a contentious Well, let’s talk about the company’s objectives.
→
point: Let’s look at our results from the last year.
Invite the other party to make So, what figure did you have in mind?
→
an offer: How much did you want to spend?
I just want what’s best for this organization.

Avoid the personal, emphasize
→ We have to keep in mind the best interests of the
the group:
company.
It’s my job to keep this company on target.
Focus on the realistic: →
What you’re proposing just isn’t possible at this time.
We can live with that, but we’ll have to rethink our
plans.
Make concessions: →
If we see an increase in revenue, perhaps we can
renegotiate later.

1. Buying a new machine is out of the question. (Move away, mention possible quality improvements)
→
2. The cost is sky-high. We just can’t afford it. (Invite to make an alternate suggestion)
→
3. We could hire an additional maintenance person. (Emphasize group, mention safety issues)
→
4. If we bought a new machine, we’d have to let people go. (Make alternate offer, suggest leasing)
→
5. We can step up maintenance now and lease later. (Concede, emphasize long term company
interests)
→
My notes
4 | Negotiate a budget increase • Unit 1 ©2018 Berlitz Languages, Inc.

PERFORMANCE
We need more money!
Think of a reason why your department might need a budget increase.
What could you say to argue for the increase?
What might be the arguments against it?
Negotiate the increase with your boss.
ONLINE PRACTICE
Unit Photo Credits (listed from beginning-to-end, left-to-right Business English 7 (GBE) Complete
within this unit): Corbis Images ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 2
Present financial information

financial position y-axis Presenting graphical information

financial statement Income Statement (Profit
balance sheet and Loss)
over (last year) year over year (year-on-
cash flow statement year UK)
marginal asset to turn a profit (make a
profit UK)
liability
bar chart
equity
pie chart
(in) debt
segment graph
overhead
notes payable
capital
to notice in particular
x-axis
WARM-UP

Who might be interested in a company’s financial
data? Why?
Where can this information be found?
6 | Present financial information • Unit 2 ©2018 Berlitz Languages, Inc.

Financial statements
A. The tells you whether the company is making a profit. It shows revenues,
expenses, and profit during a given period – typically either a quarter or a year – and shows
how much money the company spends to make its profit.
B. The tells you how well the company is using its assets and managing its
liabilities. It shows the company’s financial position at a given moment in time by comparing
the company’s assets to its liabilities. The difference between the two numbers is the owners’
equity: assets = liabilities + owners’ equity.
C. The tells you whether the company is turning profits into cash. It shows how
much cash is coming into and going out of the company during a given period, and it details
what the expenditures are for.
balance sheet cash flow statement income statement
LISTENING 2 • 3 • 4 • 5 • 6 • 7
Which statement?
1.
2.
3.
4.
5.
6.
©2018 Berlitz Languages, Inc. Present financial information • Unit 2 | 7

LANGUAGE FOCUS
Look at this chart
Take a look at this graph. Notice in As you can see from this table, there has
particular the rise in costs as compared to been improvement in our cash flow this
revenue over the two years. month over last month.
This bar chart shows that, although sales Here is a pie chart showing the
have been increasing steadily, the year- breakdown of our costs. The largest
over-year increase in our net profit is segment is materials and production.
marginal.
My notes
8 | Present financial information • Unit 2 ©2018 Berlitz Languages, Inc.

PERFORMANCE
The figures look healthy
You’ve been asked to share some information about your company’s financial position.
Create a slide that clearly illustrates the data you wish to show and then present it.
ONLINE PRACTICE
within this unit): Berlitz, Berlitz, Berlitz, David Alderman, David ©2018 Berlitz Languages, Inc. All rights reserved.
Alderman
©2018 Berlitz Languages, Inc. Present financial information • Unit 2 | 9

UNIT 3
Compare investment options

precious metal low-risk Using to wish. For example: I wish I hadn’t

bond high-risk invested in that.
certificate of deposit low-yield Stock market expressions: bear market, bull
(CD) high-yield market, to dabble in the market, market crash,
fixed deposit account etc. (extension)
pension
commodity to live off (a pension)
mutual fund college
liquid day-to-day
illiquid securities
short-term interest rate
long-term (cash) on hand
WARM-UP

What are some good
investments?
Why do people invest?
Do you have any
investments?
10 | Compare investment options • Unit 3 ©2018 Berlitz Languages, Inc.

What type of investment?
liquid ↔ illiquid short-term ↔ long-term

low-risk ↔ high-risk low-yield ↔ high-yield
1. Beth is retired and is living off her pension and the money in her retirement fund.
2. Tim recently graduated from college and just started a new job.
3. Dave would like to buy a new car sometime in the next couple of years.
4. Meg and John have a new baby. They’d like to save for their child’s college tuition.
LISTENING 8
Too much cash?

1. Peter was looking at the .
a. balance sheet b. cash flow statement
2. In general, the figures look .

a. good b. disappointing
3. There is too much cash in .

a. savings account b. checking accounts
4. There is in these accounts.

a. $660,000 b. $616,000
5. There only needs to be enough to cover

.
a. a few days’ expense b. day-to-day expense
©2018 Berlitz Languages, Inc. Compare investment options • Unit 3 | 11

A. What does Peter suggest doing?
B. According to Stan, how big a return could they get?
C. Based on the conversation, what do we know about their checking account interest rates?
Tip! to graduate from college

checking account
to graduate from university
current account
GRAMMAR
I wish I'd had more time.
PRESENT DESIRE
I’d like to go with you, but I can’t. → I wish I could go with you.
I’d like to invest, but I don’t have enough money. → I wish I had enough money to invest.
I’d like to be rich, but I’m not. → I wish I were rich.

PAST REGRET
I wanted to go with you, but I couldn’t. → I wish I could have gone with you.
I wanted to invest, but I didn’t have enough money. → I wish I had had enough money to
invest.
We bought a house. It wasn’t a good idea. → I wish we hadn’t bought a house.
– Have you started saving for retirement yet?

– I wish I could, but I just don’t have enough money to put aside each month.

– How’s the construction of the new store going?
– Slowly. I’m starting to wish we had just leased a site instead.
12 | Compare investment options • Unit 3 ©2018 Berlitz Languages, Inc.

PERFORMANCE
Is it a good investment?
Think about something that you would like to have money for in the future. Then consider the
type of investments that might help you to reach your goals. Bear in mind the factors (i.e.,
term, risk level, yield, and liquidity) that are important to you. Then ask a friend for advice.
Word Power
Expressions related to the stock market

1. A lot of people lost their savings during the recent .
2. George and Sandra by consistently buying low and selling high.
3. During a , investors tend to move their money from stocks to bonds.
4. When the economy is strong, investors are positive. This can lead to a .
5. I’m not a serious investor. I just .
a. bear market d. make a killing in the market

b. bull market e. market crash
c. dabble in the market
ONLINE PRACTICE
within this unit): Getty Images, Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Compare investment options • Unit 3 | 13

UNIT 4
Discuss the importance of brands

particular to instill (instil UK) Collocations with brand. For example: brand

to perceive to tamper (with) image, brand identity, brand awareness, brand
impression (to turn) hostile
recognition.
logo authentic
slogan authenticity
extent To what extent …?
essence The extent to which …
WARM-UP
14 | Discuss the importance of brands • Unit 4 ©2018 Berlitz Languages, Inc.

LANGUAGE FOCUS
What are some brand-related terms?

a. A type of product or service offered by an organization under a particular name
b. The way a company wants consumers to perceive their brand
c. The impression consumers have of a particular product or service
d. The extent to which consumers know a brand exists
e. The extent to which consumers can correctly identify a particular product or
service just by viewing its logo, slogan, packaging, or advertising campaign
brand image brand recognition brand identity brand awareness brand
The world’s most famous brand names
Many websites compile listings of the most famous brand names in the world. In 2013 Coca-
Cola was no longer #1 in the chart for the first time in the history of the listings.
2002 2013 Year:
1. Coca-Cola 1. Apple 1.
2. Microsoft 2. Google 2.
3. IBM 3. Coca-Cola 3.
4. General Electric 4. IBM 4.
5. Intel 5. Microsoft 5.
6. Nokia 6. General Electric 6.
7. Disney 7. McDonald’s 7.
8. McDonald’s 8. Samsung 8.
9. Marlboro 9. Intel 9.
10. Mercedes 10. Toyota 10.
©2018 Berlitz Languages, Inc. Discuss the importance of brands • Unit 4 | 15

LISTENING 9
The power of a strong brand

a. A strong brand is a symbol that communicates .
b. A strong brand instills ; it promises , , and .
c. A strong brand can help a company .
d. A strong brand allows companies to .
e. A brand can be based on , but must be built on .
My notes
16 | Discuss the importance of brands • Unit 4 ©2018 Berlitz Languages, Inc.

PERFORMANCE
The importance of our brand
You work as a journalist for an international business magazine. You are about to interview a
representative of a local company about their brand(s). You’ve noted a few questions, but
have time to add a couple more.
• Is brand awareness / brand recognition high?
• What does the brand communicate to customers?
• What does it promise? How valuable is it for the company?
• Have there been any changes to the brand or the product / service? If so, why?
• How did customers react to the change(s)?
•
•
•

Your appointment for the interview is about to begin. Greet the person you are interviewing.
ONLINE PRACTICE
within this unit): Age Fotostock, Age Fotostock, Age ©2018 Berlitz Languages, Inc. All rights reserved.
Fotostock, Age Fotostock, Age Fotostock, Age Fotostock
©2018 Berlitz Languages, Inc. Discuss the importance of brands • Unit 4 | 17

UNIT 5
Define your brand

generation (= version) made-up Apposition and alliteration. For example:

pastry to capitalize on (capitalise SuperNet, supplying customers since
noticeable gap on UK) 1976.
prime brand-positioning
unbeatable statement
unique to differentiate
discerning weapon
tagline apposition
exaggeration alliteration
jingle (extension activity)
WARM-UP
Define your brand
– How about this for a slogan: “Great fun at a great

price”?
– Hmm. Doesn’t say much about the real product,
though, does it? I mean, this is a water park. Water
should be in there somewhere, shouldn’t it?
– What about, “Wild, wet, and wonderful”?
– That’s closer to what I had in mind.
My notes
18 | Define your brand • Unit 5 ©2018 Berlitz Languages, Inc.

LISTENING 10
Introducing a new product
a. What is the name of the product?
b. What kind of product is it?
c. How will it be packaged?
d. Who is it for?
e. Why was it created?
f. Is this the only product in the range they will create?
Brand-positioning statements
A brand-positioning statement defines a brand for company use, internally and with the
company’s vendors. It says what the service or product is and who it is for. A well-created
positioning statement helps keep marketing efforts focused and on track. Here are two
simple templates for creating a brand-positioning statement.
[Brand] is [type of product] for [type of people]. → CadTree is a high quality chocolate bar for
discerning chocolate lovers.

What: The only [kind of product or service] → TopTime is the only toymaker
How: that [unique characteristic] → that manufactures toys from natural materials
Who: for [customer] → for concerned parents
Where: all over [geographic location] → all over Europe
Why: who [customer need or desire] → who want to preserve traditional play activities
When: in / at / during [underlying trend] → at a time when kids are surrounded by
virtual games.
©2018 Berlitz Languages, Inc. Define your brand • Unit 5 | 19

LISTENING 11 • 12 • 13
Slogans and taglines

Slogans and taglines are phrases that support a brand name and a branding strategy. Catchy
slogans and taglines not only attract attention to a brand name, they also explain a
company’s unique position and differentiate it from its competitors. A truly great slogan can
become a company’s most powerful branding weapon.

a. apposition repetition exaggeration alliteration in
b. apposition repetition exaggeration alliteration in
c. apposition repetition exaggeration alliteration in
PERFORMANCE
Defining a brand
Create a positioning statement for your brand (try out both templates from previous activity).
Then brainstorm several slogans or taglines to go with it.
Brand:
Type of product:
Target Market:
Location:
Purpose:
Slogans / Taglines:
ONLINE PRACTICE
within this unit): iStockphoto, Age Fotostock ©2018 Berlitz Languages, Inc. All rights reserved.
20 | Define your brand • Unit 5 ©2018 Berlitz Languages, Inc.

UNIT 6
Discuss brand protection

Vocabulary & Expressions Grammar Item
to protect patent Relative clauses with prepositions. For

protection patent pending example: The copyright infringement about
bargain infringement which you wrote was corrected. The
copyright infringement you wrote about
flea market to sue was corrected.
genuine to settle out-of-court
to suppose to fight for
knockoff to have a lot riding on ...
to knock off to set an example
intellectual property to reveal
to distinguish to make use of
distinctive to cease
emblem to comply with
to grant to initiate
to reproduce proprietary
exclusive rights to threaten (legal action)
WARM-UP
– You’ll never believe what a bargain I got at the flea

market today! Look!
– Wow! Is that a genuine Crystal Doodad?
– That’s what the seller said. See, the label looks
real. And it only cost half the price of the ones in
the store.
– Hmm. Are you sure this isn’t just a cheap
knockoff?
– It could be, I suppose. But even so, it looks like the
real thing, so who cares?
©2018 Berlitz Languages, Inc. Discuss brand protection • Unit 6 | 21

Protecting intellectual property

1. distinctive design, picture, a. patent
emblem, logo or wording (or
combination) that distinguishes a
company’s goods or services from b. trademark ™
those of its competitors
2. notification that a patent has c. copyright ©

been applied for
3. notification that the trademark d. patent pending

has been registered with a national
trademark office
e. registered trademark ®
4. the exclusive right granted by a
government to an inventor to
manufacture, use, or sell an invention
for a certain number of years
5. the legal right to reproduce,

publish, and sell a book, recording,
image, or other creative work for a
certain period of time
A. A company has “borrowed” an original photograph from your website and is using it to
promote its own site and products.
B. A local discount store is selling products that bear a logo very similar to that of your
company’s.
C. An online web store is selling a product that seems to be exactly like yours, developed
by your R&D department. You have applied for a patent.
22 | Discuss brand protection • Unit 6 ©2018 Berlitz Languages, Inc.

LISTENING 14
A matter for the lawyers?

1. Audible Perfection will take Play Town to court unless .
2. According to Mr. Campbell, the two companies’ devices are .
3. Mr. Campbell says Play Town will countersue AP for .
4. To fight for their rights, AP is willing to .
5. AP hopes that by suing Play Town, they will .
GRAMMAR
The building in which I work was designed by a famous architect
The product makes use of technology. We have patents for that technology.
→ The product makes use of technology for which we have patents. (formal / written)
→ The product makes use of technology we have patents for. (informal / spoken)
The man is the president of Play World. Mr. Crawford was speaking with him.
→ The man with whom Mr. Crawford was speaking is the president of Play World. (formal /
written)
→ The man Mr. Crawford was speaking to is the president of Play World. (informal /
spoken)
1. The agency through which we booked our vacation has gone out of business.
2. The company to which you are referring is not registered.
3. The person I wrote to has not responded to any of my letters.
4. Our lawyer is the person you should direct your questions to.

READING
Threatening legal action

Dear Mr. Campbell:
Your company is presently manufacturing and selling a product that you call the “Play Machine.” A
recent analysis by our engineering staff has revealed that it makes use of technology for which
patents have been registered with the United States Patent Office in the name of Audible Perfection,
Inc.
We call on you to cease immediately any further manufacture and sale of “Play Machine” and / or
any other product that makes use of this proprietary technology.
Should you fail to comply with this request, we will have no alternative but to initiate legal action.
Sincerely,
Philip R. Hayes
General Counsel
My notes
24 | Discuss brand protection • Unit 6 ©2018 Berlitz Languages, Inc.

PERFORMANCE
How should we respond?
You are part of the executive management team at Play World. Today the upper-management
team is meeting to discuss what to do about the legal action threatened by Audible
Perfection.

Some points to consider:
• Play World is a family-run, private company and is much smaller than AP.
• You are sure Play World did not make use of AP’s proprietary technology; any similarity
is a coincidence.
• The Play Machine is a popular product, and you have a lot riding on it.
ONLINE PRACTICE
within this unit): iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 7
Discuss consumer protection and

describe an incident
consumer protection scam Present participles as complements. For

office bogus example: We have the Consumer Protection
lemon to pay up Office looking into the matter.
brand-new to go bad (go off UK)
dealership sell-by date
fraud to peel off
unfair business practices needless to say
to imply coincidence
to bug to rip off
suspicious rip-off
faint
WARM-UP
Discuss consumer protection and describe an incident
– Hey, Janet! What’s the trouble?

– Oh … hi, Bob. I don’t know what’s wrong. This is a
brand-new car. I’ve only had it a month, and now it
won’t start.
– A month? Have you called the dealership?
– No, I called the auto club.
– Well, if I were you, I’d get in touch with the
dealership right away. It looks like you may have
been sold a lemon.
26 | Discuss consumer protection and describe an incident • Unit 7 ©2018 Berlitz Languages, Inc.
LISTENING 15 • 16 • 17 • 18
A case of fraud?
A. GEORGE B. MARY C. ANDREW D. KATHY

unfair practice fraud unfair practice fraud unfair practice fraud unfair practice fraud
1. What did the letter 1. What was wrong 1. What did Andrew's 1. What bugs Kathy
imply? with the meat? brother think he was about the flyers?
ordering?
2. What made George 2. Where was the sell- 2. What does she think
suspicious? by date? 2. What had he the stores are doing?
actually ordered?
GRAMMAR
Present participles as complements
I heard Barry call. He said he would be → I heard Barry call saying he would be
late. late.
I stood there. I didn’t know what to say. → I stood there not knowing what to say.
We got the 52” TV. We assumed it was → We got the 52” TV assuming it was new.
new.
We got there early hoping we would get some sale-priced electronics.

Many people have called complaining about the company.
Tiffany cut herself trying to open the package.
©2018 Berlitz Languages, Inc. Discuss consumer protection and describe an incident • Unit 7 | 27
Protect yourself
RESEARCH PRODUCTS RESEARCH SELLERS BEFORE BUYING AFTER THE SALE
Look for product Check out the seller’s Decide exactly what Keep receipts,
information and complaint record and you want and how contracts, and
reviews. customer ratings. much you will spend. warranties.
My notes
28 | Discuss consumer protection and describe an incident • Unit 7 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Were you ripped off?
Think about an incident in which you feel you were the victim of an unfair business practice, a
rip-off, or a fraud. Imagine you’ve attempted to contact the seller, with no success. You’ve
now decided to turn to your local Consumer Protection Office, or the equivalent in your
country. Before you call them, think about the details of the incident. For example, answer the
following questions:
• When did the incident happen?
• What happened?
• Where did it take place?
• How were you harmed by the incident?
• Who was involved?
• How would you like your complaint resolved?
When you are ready, place your call.
ONLINE PRACTICE
within this unit): Getty Images, Berlitz, Berlitz, Berlitz, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Discuss consumer protection and describe an incident • Unit 7 | 29
UNIT 8
Describe product distribution and

sales
substantially penetration Uses of will and would. For example: I’ll

distribution channels spontaneous check it for you if you’d like. Our printer
intermediary spontaneously will print thirty pages a minute, but it
won’t print photos. We’ll be back at 3:00.
end user the flip side
retailing savvy
brick-and-mortar (bricks- showrooming
and-mortar UK) (business) major purchase
the end is near comparable
commerce B2B (extension activity)
e-commerce B2C (extension activity)
m-commerce B2G (extension activity)
to die out C2C (extension activity)
Census Bureau
WARM-UP
Describe product distribution and sales
– Would you say that the way you make purchases

has changed substantially, somewhat, slightly, or
not at all in the last five years?
– Oh, I would say it’s changed substantially.
– What are the most significant changes?
– I use the Internet a lot more, and in the past few
years, I’ve started using my phone, as well.
30 | Describe product distribution and sales • Unit 8 ©2018 Berlitz Languages, Inc.
Distribution channels
LISTENING 19 • 20
Is the end near for brick-and-mortar retailing?

PART 1
1. E-commerce makes up of total retail sales in the US.
2. Total retail sales grew by %, while retail e-commerce grew by %.
PART 2
3. One of the problems of using a phone for shopping is .
4. Two examples of how people may use their mobile devices when shopping in-store:
a. .
b. .
5. Showrooming is the practice of .
6. According to the speaker, modern consumers are .
©2018 Berlitz Languages, Inc. Describe product distribution and sales • Unit 8 | 31
GRAMMAR
Showrooming will bring customers into the store, but it won’t make the sale
FUTURE
Malcolm will arrive at Heathrow at 9:00 a.m. tomorrow. At the time, I didn’t know the
flight would be delayed.

HABITUAL ACTIONS
Tommy is a quiet boy; he will sit inside for hours and won’t say a word. My son would play
outside all day when he was small.

CAPABILITY
My new car will go 100 mph, but it won’t start in the cold. I thought it wouldn’t start today,
but it did.

WILLINGNESS / REFUSAL
Ann will help you with the report, but she won’t type it up for you. Ann would come in early,
but she wouldn’t work late.
Some consumers are concerned about security. They will look for products and services on
the Internet, but they won’t actually make their purchases online. They still prefer to go into a
store.

In the past, people would call us up and make an appointment to speak to one of our
representatives. Nowadays, they can take care of most of their business online.
My notes
32 | Describe product distribution and sales • Unit 8 ©2018 Berlitz Languages, Inc.
PERFORMANCE
In the old days, we would …
Try to imagine what selling products was like for your company in the days before the
Internet. Consider the following questions:
• How did customers find out about products?
• What types of distribution outlets did you use?
• What happened after the sale?
Then compare how things were done in the past with how things are done now.
Word Power
Who’s selling to whom?
B2B = business-to-business B2C = business-to-consumer

B2G = business-to-government C2C = consumer-to-consumer
ONLINE PRACTICE
within this unit): Age Fotostock, Age Fotostock ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Describe product distribution and sales • Unit 8 | 33
UNIT 9
Discuss buyer incentives

pricing strategy in-store financing Persuading

premium freebie Similar words with -ice, -ise endings:
economy loyalty card advice, advise, device, devise (extension)
to penetrate coupon
to skim to settle for second best
to devise introductory offer
to adopt qualified buyer
extensive(ly) to move (goods)
to adopt to inherit
to outweigh elaborate
up front to gain a foothold
freemium housing development
free shipping (housing estate UK)
WARM-UP
– Have you given any more thought to our pricing

strategy for the Kids’ Wizard?
– Since we want to break into the school market, I
suggest offering it at a lower price, at least for the
first few months.
34 | Discuss buyer incentives • Unit 9 ©2018 Berlitz Languages, Inc.

LISTENING 21
Pricing strategies
Target customer Strategy
1. Premium
2. Economy
3. Penetration
4. Skimming
5. Freemium
Incentives to buy
a. b. c.
d. e.
Rank
a.
b.
c.
d.
e.
©2018 Berlitz Languages, Inc. Discuss buyer incentives • Unit 9 | 35

LANGUAGE FOCUS
Persuading
Why settle for second best? Treat yourself to the finest photo paper that money can buy!
Froot Koolers offers real value for money. For the same price as you’d pay for other
brands, we give you twice as much.
This is a special introductory offer—available for a limited time only!
Would you like to be the first to own the latest in-home entertainment? Don’t wait! Buy the
new 3-D Games Master today! Plus, we offer free, in-store financing to qualified buyers.
Sign up for your free account and start creating your project right now. Or, for only $2 a
month, subscribe to our Pro Plan. This gives you access to all our advanced tools and
features, plus unlimited storage so you can save your projects and work on them any time.
My notes

PERFORMANCE
Moving the goods
Online seller:
You want to sell a beautiful antique vase you inherited from your grandmother. It’s in perfect
condition.

e-Card designer:
You are willing to make some cards available for free, but want to charge a fee for the more
elaborate designs.

Watch manufacturer:
You’ve got a great product but want to enter a new market. You’re willing to sell at half-price
to gain a foothold.

Drugstore chain:
You want to promote your store brands, most of which are actually made for your company
by leading manufacturers.

Real estate broker:
A new housing development is about to go on the market. You want to sell the best properties
at their full value, if possible.
My notes
©2018 Berlitz Languages, Inc. Discuss buyer incentives • Unit 9 | 37

Word Power
Similar words with -ice and -ise endings
advice (n.) a recommendation about future action

advise (v.) to give advice
device (n.) tool or technique used to do a specific task
devise (v.) to design, create, or plan
1. Can you help me? I need some on which TV to buy.
2. My husband thinks he’s a better way of organizing our kitchen.
3. Our accountant us on several ways we can reduce our taxes.
4. This little here allows you to carry your own personal hotspot with you wherever
you go.
ONLINE PRACTICE
Fotostock, Age Fotostock, Age Fotostock

UNIT 10
Review
OBJECTIVES LADDER
Now you can …
Discuss buyer incentives
Describe product distribution and sales
Discuss consumer protection and describe an incident
Define your brand
©2018 Berlitz Languages, Inc. Review • Unit 10 | 39

PRACTICE
GOAL 01
1. Due to budget , some programs have been cut.

2. I’m afraid there’s the budget for a big end-of-year party this year.
3. The government’s budget seems to get bigger and bigger every year.
4. Not only did they finish the project on time, they finished budget!
5. In order to save up for our trip to Australia, we are on a budget.
6. If we the training budget, it will have a negative effect on employee performance.
7. The XTP 5000 is much better and only costs $100 more. Surely we the budget
that far?
stretch below slash constraints no room in tight deficit
GOAL 02 22
As you can see …

1. The presenter is showing the audience a .
a. bar chart b. line graph c. pie chart
2. The chart compares advertising expenses and

.
a. numbers of units sold b. sales revenues c. profits
3. The chart covers a period of .

a. 12 months b. three years c. five years
4. Advertising expenditures have increased at revenues.

a. a slower rate than b. a greater rate c. the same rate as
5. To the presenter, this suggests that the company’s advertising

.
a. costs have increased b. is very effective c. is not working
40 | Review • Unit 10 ©2018 Berlitz Languages, Inc.

GOAL 03
I wish we had invested in this stock years ago
1. Meg can’t take any time off.

→ She wishes .
2. I’m not going to the annual conference this year.
→ I wish .
3. I didn’t start saving for retirement when I was younger.
→ I wish .
4. Tom wasted time on the weekend playing computer games.
→ He wishes .
5. The company didn’t invest much money in R&D.
→ Now they wish .
GOAL 04
What’s the term?

1. We are pleased to announce the a. brand recognition
introduction of the Kids’ Wizard, our
new line of tablets for young people.
b. brand identity
2. 55% of the people we asked said they
had heard of Froot Koolers before.
c. brand image
3. Only one out of ten consumers could
correctly identify the logo for
Springfield Savings Bank. d. brand
4. We want our clients to feel we are a

solid, stable company they can trust e. brand awareness
for all their insurance needs.
5. They are a young, dynamic company

that creates useful but fun products.

GOAL 05
What’s the slogan?

1. Peppy Pop, a. we can move mountains together.
2. The next time you need a quick fix, b. give you a helping hand.
3. Let our helping hands c. the perfect pick-me-up.
4. With your donations, d. try using Kwik Fixx.
GOAL 06
We manufacture several products for which we hold patents

1. The woman is a patent attorney.
a. I was speaking to b. to who I was speaking c. whom I was speaking
2. The person in your letter no longer works at this company.

a. to whom you referred b. whom you referred c. who to you referred
3. The company is the leader in its industry.

a. for whom we work b. what we work for c. we work for
4. The town the factory will be located currently has a 30% unemployment rate.
a. which b. at which c. in which
5. They use a special blend of spices, are top secret.

a. of which the ingredients b. the ingredients of which c. which ingredients

GOAL 07
I spoke to them knowing that …
1. I called our accountant. I hoped she would be available.

→ I called our accountant .
2. The receptionist opened the letter. She didn’t realize it was for you.
→ The receptionist opened the letter .
3. Kathy bought the bag. She didn’t know it was a knock-off.
→ Kathy .
4. Harry called at ten o’clock. He assumed we were still awake.
→ Harry
5. I stood there for two hours. I was waiting for you.
→ !
GOAL 08 23
We thought we wouldn’t get our order today, but we did

Present habit Past habit Capability Willingness Refusal Future Future in the past
1.
2.
3.
4.
5.
6.
My notes

GOAL 09
1. Looking for a used car? Then don’t !

Come to Martin Motors, where you’ll get the best deal at the best price. Guaranteed!
2. Containing 100 items for just $9.99—that’s less than ten cents apiece—this package offers
!
3. This special edition tea set, sure to become a valuable collector’s item, is available at this
special for . Call now! Our operators are standing by to take your
order.
4. Don’t have the cash to pay now? No problem! We offer for qualified buyers.
5. Get chatting with Chatterbox! When you , you can chat with your friends anywhere
in the world—no ads, no fees, no time limits.
settle for second best introductory price sign up for a free account real value for money
in-store financing a limited time only
YOUR TURN!
GOAL 01
Role A
You are a purchasing manager at your company. You have a budget of $10,000 to replace
100 standard office chairs. You would like to purchase ergonomic chairs because these
would be much better for the employees in your office, most of whom sit at their desks for
up to ten hours a day. Looking around online, you have found that you can buy ergonomic
chairs for $150 each. You want to negotiate a budget increase so you can buy these chairs.
Before you begin your negotiation with your boss, consider:

• what your boss’s objections might be
• what counterarguments you could make
• what concessions might be possible.

Role B
You have approved a budget $10,000 to replace 100 standard office chairs. This is enough
to buy nice, comfortable chairs, but not ergonomic chairs. You realize ergonomic chairs
would be better for the employees in your office, most of whom sit at their desks for up to
ten hours a day. These chairs, however, cost at least $150 each, and you can’t stretch the
budget that far right now. The purchasing manager has asked to speak to you about this –
and will probably try to get you to reconsider. Before you meet, consider:

• what the purchasing manager’s arguments might be
• what counterarguments you could make
• what concessions might be possible.
GOAL 02
Choose one chart to

present.
My notes

GOAL 03
With your partner, think of several investment possibilities available to you (e.g., real estate,
stocks, bonds, gold, cash). Compare the investments you have chosen and decide where
you’d put them on the perceptual maps. When you have done that, discuss which
investment(s) you prefer and why.
GOAL 04
Why not generic?
Generic (“no-name”) brands and store brands are becoming more and more popular. These
products usually offer quality similar to that of the big-name brands, but at a fraction of the
price. This is especially true, for example, in the pharmaceutical industry.

You work in the marketing department of a big-name pharmaceutical company. Your
company has spent many, many years and millions of dollars developing your products. But
now that some of your patents are expiring, you are facing competition from generic brands.
What can you do to compete? How can you convince consumers of the importance of your
brand?

GOAL 05
Define your brand
Create a positioning statement for one of the following brands:

• Kids’ Wizard line of tablets for young people
• Aztec Health herbal teas and dietary supplements
• Kona Coffee high-quality, specialty coffees
•

Use the model below (it’s not necessary to include everything). When you are ready, present
your positioning statement.

The only [kind of product or service] that [unique characteristic] for [target customer] all over
[geographic region] who [customer need or desire] in / at / during [underlying trend].
GOAL 06
Brand protection
Role A
You work for the Customs Office. When knockoffs are discovered, it is your policy to:
• initiate legal proceedings against the manufacturer and / or distributor of the knocked
off goods
• remove the items from circulation and destroy them
Today you are meeting with the representative from a civil organization who would like to
know why it is not possible to distribute the items to people in need or to sell the items and
use the money to benefit society. Before you meet with this person, come up with two or
three reasons why the items should be destroyed.

Role B
You work for a civil organization. Today you are meeting with a representative from the
Customs Office to inquire about the policy of destroying knockoffs when they are
uncovered. What you feel should happen is:
• legal proceedings should be initiated against the manufacturer and / or distributor of
the knocked off goods
• the knockoff items should be distributed to public institutions or to people in need, or
• the items should be sold, and the money then used to benefit society in some way.
Before you meet with the person from the Customs Office, try to imagine why it is that
knockoffs are destroyed.
My notes

GOAL 07
Consumer protection
You work for the Consumer Protection Office. Recently, you have received numerous
complaints from older people (and their families) about companies claiming to offer products
or devices to improve health. In general, the scam works like this:
• The companies call older people and invite them to attend a free medical consultation.
• The results of the consultation always show that the person is in extremely poor health.
• The consumer is sold a product that will “cure” the problem—usually for hundreds, even
thousands, of dollars.
• If the customer changes his / her mind and then tries to return the product and get a
refund, they find they cannot contact the company (e.g., the phone number doesn’t
work, they don’t have a contact address).
Your office wants to run some kind of public awareness campaign to prevent these incidents
from happening. Together with your team, discuss what your campaign should include.
Notes:
GOAL 08
Distribution channels
Create a diagram that shows either

1. how one of your products is distributed to the end-user, or
2. how your services are delivered to clients.

Present and explain your diagram.

GOAL 09
What incentive?
Role A
You work for a local utility company, which has had problems with household customers not
paying their bills on time. A couple of years ago, you implemented a program which was
meant to give customers an incentive to pay on time. How it works is: if customers pay on
time for three months in a row, they receive a coupon booklet offering discounts at selected
retail outlets. Unfortunately, this incentive program has not really improved customers’
payment habits. Today you will be calling random customers to find out what incentives
would encourage them more. Before you start calling, note down two or three questions you
would like to ask or incentive suggestions you could make.
Role B
You are a homeowner and that one of your local utility companies sends out coupon
booklets to all customers who pay their bills on time for three months in a row. You always
pay your bills on time, but not because of the coupon booklet. In fact, you have never used
any of the coupons at all—mostly because you don’t normally shop at the retail outlets
whose coupons are offered or you forget the coupons when you shop. You suspect this is
true for a lot of people. If you were the utility company, what other incentive would you offer
to encourage customers to pay on time?

Your phone is ringing. Answer it.
within this unit): David Alderman, David Alderman, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 11
Discuss sales techniques

acronym situation Word families: verbs, adjectives, and

to capture (someone’s) to schmooze nouns (extension)
attention upbeat
prospective customer to close (a sale)
to arouse interest hard sell
desire soft sell
body language perishable
focus stable
to do one’s homework
WARM-UP
©2018 Berlitz Languages, Inc. Discuss sales techniques • Unit 11 | 51

AIDA: A formula for sales success

AIDA stands for Attention, Interest, Desire, Action. It’s a basic
formula for selling (and advertising) that describes how to get
to a sale.
1. You must capture the prospective customer’s attention so
that he/she will either listen further or take time to learn
more about your product or service.
2. Once you have the prospective customer’s attention, you
need to arouse interest in your product or service.
3. Once the prospective customer is interested, you want to
create a desire to own your product or use your service.
4. Once the prospective customer shows such a desire, the most critical step is to get him / her to
act—in other words, buy.
LISTENING 24
A sales training session
a. Allow the product to be the focus

b. Focus on the price
c. Listen to the prospect
d. Tell prospects what you would do in their situation
e. Schmooze with prospects
f. Focus mainly on what the prospect is saying
g. Help prospects solve their problems
h. Pay attention to the client’s body language
My notes
52 | Discuss sales techniques • Unit 11 ©2018 Berlitz Languages, Inc.

LISTENING 25 • 26
Hard sell or soft sell?

Hard Sell Soft Sell
1. When SUPPLY exceeds DEMAND; surplus situations
2. When DEMAND exceeds SUPPLY; shortage situations
3. When SELLER is permanent
4. When SELLER is temporary
5. When PRODUCT is durable or has potential for repeated use
6. When PRODUCT is temporary, perishable, or of limited / one-time use
7. When BUYER is stable and familiar
8. When BUYER is temporary or in an unfamiliar area or condition
9. When a sense of CRISIS exists—an emergency, time limit, deadline
10. When NO CRISIS exists—business as usual
PERFORMANCE
Three customers—three deals?
Customer A
1. has done his homework
2. knows what he wants
3. isn’t happy about price
4. expects to negotiate
©2018 Berlitz Languages, Inc. Discuss sales techniques • Unit 11 | 53

Customer B
1 has some idea what she wants
2. likes two models equally
3. wants to discuss benefits and try before she buys
Customer C
1. has no idea what he wants
2. doesn’t like to make quick decisions
3. doesn’t want to be pushed
ONLINE PRACTICE
Fotostock, Age Fotostock, Age Fotostock, Age Fotostock,
Berlitz, iStockphoto, iStockphoto, iStockphoto
54 | Discuss sales techniques • Unit 11 ©2018 Berlitz Languages, Inc.

UNIT 12
Negotiate a sale
installation scan (n., v.) Modals with several meanings: can, can’t,
set-up (costs) tactic may, should, must
asking price to compromise
bulk price to turn to
functionalities as low as we can go
quote long-standing
400k (= 400,000) to take pride in
MRI
WARM-UP
Negotiate a sale
– So, what do you say? Do we have a deal?

– The price still seems a bit high.
– Yes, but this would be a fantastic location for your
office. It’s central to everything.
– True, but perhaps I should talk this over with my
partner again.
– Tell you what. I can give you the first month rent-
free. That’s almost a 10% discount.
– Hmm. And parking?
– That’s included.
– All right then, you have a deal.
My notes
©2018 Berlitz Languages, Inc. Negotiate a sale • Unit 12 | 55

LISTENING 27
Making a deal
1. What is the asking price for the Synertechs

machine?
2. How is the XT3000 different from the Synertechs

machine?
3. Why is this an advantage?
4. What kind of discount can Steve offer?
5. What concessions would Jack like?
6. Has the deal been closed?
My notes
56 | Negotiate a sale • Unit 12 ©2018 Berlitz Languages, Inc.

GRAMMAR
I don't know, can you?
can I can deliver the monitors tomorrow if you sign the contract today. (= I’m able
to.)
You can use my office. (= You’re allowed to.)
can't We just can’t accept your offer. (= It’s not possible for us.)
How much?! You can’t be serious! (= I don’t believe it.)
may You may try it out if you’d like. (= You’re allowed to.)
We may be able to give you a bulk price. (= It’s possible we can do that.)
We may not see you again until March. (= It’s possible we won’t see you until
then.)
should Paul should listen to his customers more. (= I advise him to listen more.)
You shouldn’t give away free samples. (= You’re not supposed to.)
Tammy should be in her office. Let me check. (= She’s probably there.)
must You must submit payment within 30 days for the discount. (= It’s an
obligation.)
It’s 12:30. They must be at lunch right now. (= It’s almost certain they are.)
You mustn’t tell anyone about this special price. (= Don’t tell anyone.)
My notes

To get a better deal
BUYER SELLER
Compare with a competitor’s product Emphasize the differences
Suggest you don’t need all the features Suggest future use and application
Emphasize the relationship Reinforce relationship, but also the need to
be realistic
Use time limits and deadlines Suggest reasonable alternatives or better
service
Push for extras Suggest a compromise
1. Your fees are much higher than a. Yes, but these features could be
ProTrain’s. useful as you expand.
2. We don’t need all these extras. Our b. I could, but the end product would be
current machine is fine. much better if you gave me ten days.
3. After so many years, we’d hate to c. That may be, but we also have much
have to turn to someone else. better success rates.
4. We might go for it if you throw in free d. And we’d hate to lose you, but I’m
maintenance for three years. afraid that’s as low as we can go.
5. Can you have that ready in a week? e. Well, I can’t go that far, but I could
offer a free one-year service package.
My notes

PERFORMANCE
A problem with pricing
Role A
You are the purchasing manager at Parvyn Homebuilders. You purchase many different
brands and products from many different companies, but you have a long-standing
relationship with Samson’s Depot, a major supplier of windows and doors.
You called the local sales rep at Samson’s last week and asked for an estimate for 1,250
solid oak front-entrance doors. You expected that Samson’s prices would have increased
slightly from last year’s cost of $725 per door, but you were surprised to receive an estimate
of $975 per door, an increase of nearly 35%. Plus, you’re ordering a lot more doors than last
year, when you bought 400.
You plan to call the sales rep back to ask about the pricing and to request a new estimate.
Before you make your call, decide how much you are willing to pay per door. Be prepared to
negotiate.
When you are ready, place your call.
My notes

Role B
You are the local sales rep for Samson’s Depot, a national supplier to homebuilders and
other construction companies. Over the past few years, you have developed a good working
relationship with the purchasing manager at Parvyn Homebuilders. Parvyn is one of your
best clients.
Last week, Parvyn’s purchasing manager called and asked for an estimate for 1,250 solid
oak front-entrance doors. You’re happy about this order because last year Parvyn only
ordered 400 doors. You submitted an estimate of $975 per door for the new order.
Samson’s takes great pride in controlling its costs and hasn’t raised prices in the past three
years. However, the price of your raw materials has recently increased significantly due to a
shortage of high quality oak. Your pricing structure for this product is as follows:

QUANTITY UNIT PRICE
1–999 $1,100
1,000–1,999 $ 975
2,000–3,999 $ 850
4,000 and up $ 725

You are a little surprised that you haven’t heard back from Parvyn’s. You are planning to call
and ask if they are ready to order. But perhaps they were expecting a bigger discount for the
larger order?
ONLINE PRACTICE
within this unit): PhotoDisc, iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 13
Describe your career path

career path to wander Uses of used to. For example: I used to

to read up on community work in an office. I’m not used to working
straightforward cold call from home yet. It will take time to get
used to it.
associate strange
veterinarian (vet) passion
lab technician to downsize
intern(ship) to be laid off
broad to go back to school
diverse to pick up (new skills)
anything but (= not at all)
WARM-UP

Which line describes your career path best?
©2018 Berlitz Languages, Inc. Describe your career path • Unit 13 | 61

LISTENING 28 • 29
Did they plan their career?
Carter:
1.
→ 2.
→ 3.
→ 4.
→ 5. veterinarian
Miranda:
1.
→ 2.
→ 3.
→ 4.
→ 5.
→ 6.
→ 7. community development officer
My notes
62 | Describe your career path • Unit 13 ©2018 Berlitz Languages, Inc.

LANGUAGE FOCUS
Uses of used to
TO BE USED TO Are you used to working late?

(be accustomed to) Yes, but I’m not used to working on weekends.
TO GET USED TO Not really. I’ll never get used to getting up at 4 a.m.!

(become accustomed to) Have you gotten used to being a commuter?
USED TO I used to live in Minnesota.

(habitual past action) We didn’t use to have web-based HR services.
Oh, really? What did you use to have?
Where did you use to live?
– Didn’t you use to work in sales?

– I did, but I couldn’t get used to making cold calls, so I moved into marketing instead.

– It must be difficult having to speak English at work every day.
– It was a little strange at first, but I’m used to it now.

– Do you do volunteer work?
– I used to, but I don’t anymore. I just don’t have the time right now.

– Did it take you a long time to get used to working from home?
– It did. You really need to learn to block out distractions.
My notes

READING
Why did they change careers?
Gary
Up until a few years ago, I was a market analyst, but
the company I was working for had to downsize
because they were going through a difficult period
financially. They closed several of their offices, and I
ended up being one of about 2,000 people who were
laid off. At that time, I decided to go back to school
and pick up some new skills. For two years, I took
classes at night and worked at a temporary job during
the day. Now I work as a buyer for a leading online
retailer.
Nora
I’d been working as an accountant for over fifteen
years when I changed careers. It’s not that I didn’t like
my job—it was a well-paying, stable position, and the
hours were mostly nine to five. But I wasn’t passionate
about it; my real passion was cooking. When I
announced that I was quitting my job to become a
chef, everyone thought I was crazy. Everyone except
my husband, Bill, that is. He has been supportive every
step of the way. Now, hundreds of cooking classes
and many burned fingers later, I am assisting one of
the best chefs in town.
My notes
64 | Describe your career path • Unit 13 ©2018 Berlitz Languages, Inc.

PERFORMANCE
Your career path
1. Career day
You have been asked to attend a career day event at a local university. At the event, you will
meet with students who are interested in exploring different career options Be ready to tell
them about your current job and your career path. Before the event begins, make notes of key
points you would like to mention.

2. Career advice
A colleague of yours who has been with the company for a while is considering leaving.
Before making a decision, however, he / she would like to talk the situation over with you. Ask
about his / her background and career path to date. Discuss some possible options.
ONLINE PRACTICE
within this unit): Berlitz, Corbis Images, Getty Images, Age ©2018 Berlitz Languages, Inc. All rights reserved.
Fotostock

UNIT 14
Describe reactions to change

to accompany denial Adjectives of emotion. Direct vs. indirect

drawback adaptation For example: shocked, passive. For example:
to drive change acceptance furious, insecure, The job was offered to
fearful, pessimistic, me. vs. I was offered
to stall to hit (someone) like a depressed, resentful, the job.
tough ton of bricks bitter.
to step down chaotic
to abandon to settle down
curve to take in
WARM-UP
To improve is to change; to be perfect is to There is nothing more difficult to carry out…

change often. than an attempt to introduce innovations.
—Winston Churchill —Niccolò Machiavelli
Any change, even a change for the better, is Change is the law of life. And those who look
always accompanied by drawbacks and only to the past or present are certain to miss
discomforts. the future.
—Arnold Bennett —John F. Kennedy
66 | Describe reactions to change • Unit 14 ©2018 Berlitz Languages, Inc.

READING
Factors that drive change
EXTERNAL FACTORS INTERNAL FACTORS

Changes in … Changes in …
technology departure of key employees
market position appointment of senior executives
financial performance new processes, new production techniques
consumer needs / demands wage / labor disputes
political or legislative environment health and safety issues
GRAMMAR
Strict new regulations were introduced by the European Union
Active voice: They sent an email about the changes to everyone. (direct object = an
email about …)
Active voice: They sent everyone an email about the changes. (indirect object =
everyone)
Direct An email about the changes was sent to everyone. (direct object
passive: becomes the subject)
Indirect Everyone was sent an email about the changes. (indirect object becomes
passive: the subject)
©2018 Berlitz Languages, Inc. Describe reactions to change • Unit 14 | 67

Your turn!
a. They have offered Susan a new position.
b. Peter assigned the project to Ben and Steve.
c. The company pays them a good salary.
d. Have they given us their decision?
e. Did someone forward the information to you?
f. Will they give him a promotion?
LISTENING 30 • 31
Reactions to change
a. Where is Dan on the curve?

b. Where do you think Sue is?

surprised discouraged shocked depressed
upset powerless furious hopeless
uncertain resentful insecure bitter
anxious hopeful fearful optimistic
disappointed confident pessimistic excited

PERFORMANCE
A big change
Think about a time when there was a big change in your life. Describe:
• what the change was
• what factors brought about the change
• the phases you went through and the emotions you felt during the change
• how you feel now about the change
CONSOLIDATE & APPLY
Job change
Role A
You have just learned from your supervisor that your position is going to be eliminated. You
must begin looking for a new job almost immediately. You have a friend who works at a
large company with an excellent reputation. You have often told him that you would love to
work there. Call your friend and explain the situation. Ask how you might go about getting an
interview in the Sales or Marketing Department of the company.
My notes
©2018 Berlitz Languages, Inc. Describe reactions to change • Unit 14 | 69

Role B
You are at your desk at work. This is a difficult time at your company. The financial results
have not been good for the past several years. This year, the company has laid off 15% of its
staff and has implemented a hiring freeze through the middle of next year. You like your job
very much. You like the company and get along well with your colleagues. But with all the
recent changes, you’ve been worried about your job lately. Your phone is ringing.
ONLINE PRACTICE
within this unit): Berlitz, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 15
Discuss difficult decisions

to take over to throw out of whack Unreal conditional with were to + verb. For
pay cut dying to (do …) example: If we were to do that …; If I were to
a bit (more) to buy out accept the job …
dedication to sell out
targeted generous
to struggle tempting
WARM-UP
– Mitchell, we would like to make you the manager of

the new branch on Baker Street.
– Manager of the new branch? In addition to the
other branches in my area?
– Well, no. We’d like Ed to take over your area.
– I see. So, I would only be managing the one
branch?
– Yes. And I’m afraid that would mean a pay cut.
You’d be making a bit more than most other
managers, but less than an area manager.
– Do I have a choice in this?
– Well, you always have a choice …
My notes
©2018 Berlitz Languages, Inc. Discuss difficult decisions • Unit 15 | 71

READING
Downsizing may be required
FR Raymond Turner
TO All department managers
SUBJECT Year-end summary report
I’m writing to thank all of you for your hard work and dedication during a difficult year.

I would also like to inform you that our business plan should be finalized by mid-February. You may
be among those invited to review it and comment on it.

As you know, the year-end results have been disappointing. In order to remain profitable and
competitive, further downsizing may be required. Recent hires will be targeted first. All of this will be
decided by January 15.

Sincerely,

Raymond Turner
President and CEO
GRAMMAR
If we were to do that, how much longer would it take?
If we moved, we’d have to find new jobs.

If we were to move, we’d have to find new jobs.
If I accepted the promotion, I would have to work much longer hours.

If I were to accept the promotion, I would have to work much longer hours.
72 | Discuss difficult decisions • Unit 15 ©2018 Berlitz Languages, Inc.

– Have you heard back from Pharmacor yet?
– No, but if they were to offer me the job, I’d jump at the chance.
– If we were to agree to your proposal, what kind of time frame would we be looking at?
– About six to eight months, at the very least.
What choices are they faced with?
Jerome Bridget Alissa

Choice: Choice: Choice:
Issues: Issues: Issues:
©2018 Berlitz Languages, Inc. Discuss difficult decisions • Unit 15 | 73

PERFORMANCE
A tough decision to make
Jerome, Bridget, and Alissa all had tough

choices and decisions to make. What
would you do if you were in their
situations? What consequences would
there be for you, your career, and your
personal life? Think about the possible
advantages and disadvantages. Then
discuss your situation with a partner or
the instructor.
Advantages: Disadvantages:
ONLINE PRACTICE
within this unit): Age Fotostock, Getty Images, Getty Images, ©2018 Berlitz Languages, Inc. All rights reserved.
Getty Images, Age Fotostock
74 | Discuss difficult decisions • Unit 15 ©2018 Berlitz Languages, Inc.

UNIT 16
Use the appropriate register

Vocabulary & Expressions Grammar Items
formality level premises Active vs. passive in correspondence

register to man (= work at) Conjunctions and connectors to link clauses and
extension regrettably sentences (extension activity)
to blame to avail (someone)
awesome of (extension activity)
far too (long) to beg of (extension
Would you be so kind activity)
as to ...?
WARM-UP

When do you use less formal language?
When is more formal language required?
Is written English always more formal than spoken English?
©2018 Berlitz Languages, Inc. Use the appropriate register • Unit 16 | 75

GRAMMAR
What affects formality level?
FORMAL LESS FORMAL / INFORMAL
Full words Contractions, abbreviations

We have …; I would like …; as soon as We've …; I'd like …; ASAP
possible
Words of Latin origin, uncommon words Words of Germanic origin; phrasal verbs
Please remit payment ... Please send your payment ...
We have discussed the extension issue, We talked about an extension, and …
and …
Long noun phrases; noun phrase instead Short noun phrases; verb instead of noun
of verb
The difficulty in complying with the new
rules was due to ... It was difficult to comply with the new
We are in receipt of … rules because ...
We have received …
Conjunction to link clauses and Discourse markers to separate sections

sentences
As a result, …; However, …; Therefore, …
So, …; Anyway, …; Well, …
Passive voice Active voice

The items you have ordered will be We will ship your order …
shipped …
READING
Active voice or passive voice?
In writing, it is generally preferable to use the active voice. The active voice is more direct than the
passive voice. Use the passive voice, however, when:
• you don’t want to blame someone for something that happened (or didn’t happen)
• the person doing the action is not known, or it’s not important to know who does the action.
76 | Use the appropriate register • Unit 16 ©2018 Berlitz Languages, Inc.

Active Passive
a. We have not received your payment. Your payment has not been received.
b. We appreciate your business. Your business is appreciated.
c. I will check the status of your order. The status of your order will be checked.
d. Someone should retrain the staff. The staff should be retrained.
e. We are reviewing your proposal. Your proposal is being reviewed.
LANGUAGE FOCUS
How formal should it be?
Too direct, too informal Friendly, but appropriate for business

How awesome, you're going to be in I'm looking forward to seeing you in Tokyo
Tokyo during my visit! It's been far too next week. It’s been a long time since our
long. last meeting.
Too formal, reserved Less formal, friendlier

MTX, Inc. takes great pride in offering At MTX, we're proud of our
its clientele the best products and the excellent products and tradition of
highest level of customer service. superior customer service.

Would you be so kind as to send us a reply If you could send us your reply by the end
by the end of this week? of the week, we would appreciate it.
Your turn!
a. Your input regarding our organization’s performance on the latest project would be much
appreciated.
b. I should be very grateful for an opportunity to meet you personally at your premises in order to
discuss the matter of a distribution license.
c. If you’ve got any questions about the stuff in our catalog (catalogue UK), just let me know.
d. Give me a ring the next time you’re in town, OK? I’d love to show you our new range.

PERFORMANCE
Draft the messages
Message 1
You are a sales representative. Last week
you attended an exhibition where you
manned your company’s booth and
demonstrated some of your products. A
visitor to the booth seemed very
interested and gave you her card. You
plan to be in Chicago next week and you’d
like to set up an appointment.
Message 2
You are working on a project with a colleague at another branch of your company. In order for
you to complete one of your tasks, you require some data from him. He promised to send the
data two days ago, but, regrettably, you still haven’t received it.
My notes
78 | Use the appropriate register • Unit 16 ©2018 Berlitz Languages, Inc.

CONSOLIDATE & APPLY
Dear Mr. Holt,

We are in receipt of your letter inviting us to submit a bid for replacement of the plumbing in
your apartment building at 6311 Lincoln Boulevard in Forest Hills. We would be greatly
honored to be given the opportunity to avail you of our services.

Regrettably, the individual who oversees the drafting of all our proposal submissions has
been taken ill and has not been present to perform this function. We beg of you an extension
of the deadline so that we may prepare all necessary documentation to comply with your bid
requirements.

Thank you for giving your active consideration to this request. We look forward to receiving
your response.
Respectfully,
Mark Cooper
ONLINE PRACTICE
within this unit): Getty Images, Getty Images, Getty Images, ©2018 Berlitz Languages, Inc. All rights reserved.
Berlitz

UNIT 17
Control the tone of your message

tone constructive Conjunctions / connectors to link bad and good

to shout nasty news, and softeners with bad news. For example:
all caps to turn in Although our prices are slightly higher this year,
our packages are bigger.
exclamation mark ridiculous
font fashion (= manner)
tactful to claim
to criticize (criticise embarrassed
UK) notice
criticism to accentuate
WARM-UP
John! Why didn't you get back in touch with me??!! I was PLEASE SEND ME YOUR EXPENSE REPORT—
waiting for your call all day!! TODAY!
Dear Mr. Bennett, Dear Team:

Would it be possible for us to arrange a time to You have all performed wonderfully over the
meet next week? last quarter; however, our results are still a bit
below target.
80 | Control the tone of your message • Unit 17 ©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS
Control your emotions
ANGRY, UNHELPFUL TACTFUL, CONSTRUCTIVE
I really don’t understand why we keep Our group has worked with several reps
using Global Consulting. We’ve brought from Global Consulting, but we haven’t
them in several times, and they haven’t been satisfied with their work. I suggest
helped us at all. If anything, they’ve made that we check with the Chicago office for
things worse. their recommendations.
This new marketing strategy doesn’t Have you had a chance to look at the
make any sense. Whose idea was this, new marketing strategy yet? I’m surprised
anyway? I really don’t feel like trying to at the new direction. I’d really like to know
convince the team that this is the way to what you think about it before I share it
go when I don’t believe in it. with the team.
Tip! If you write an email when you are angry, DON’T SEND IT. Save it and put it
aside. Consider the effect the message will have on the reader and how it will
reflect on you. When you’ve calmed down, reread your email and then decide if
you still want to send it.
READING
Do you have to be so nasty?
You have failed to send your report in A monthly newsletter? What a ridiculous idea!
AGAIN! Why didn’t you turn it in on We had one before, and no one ever read it
Wednesday like you said you would? because it was full of useless information about
Please send it NOW!! stuff at headquarters.
I have not received payment for the work that I did for you. I know you’re starting the main
part of the project in January, but I don't feel I should have to wait for my money until then.
I did the work when you needed it. I did it in a timely fashion. And I expect to be paid that
way. So please get a check in the mail to me. It’s not that much money. I’m sure the
company can afford it. Thank you very much.
©2018 Berlitz Languages, Inc. Control the tone of your message • Unit 17 | 81
LANGUAGE FOCUS
Use positive rather than negative language
NEGATIVE POSITIVE
You claim that you never received our It appears that you didn’t receive our
invoice. invoice.
You failed to inform us about your price We didn't receive your notice about the
increases. price increases.
Your lack of communication skills is We'll be offering a class on communication

completely obvious. skills. Would you like to attend?
You never finish your work on time. Are you having trouble with your schedule?
Your presentation was bad. You must have I got the impression that you may not have
been so embarrassed. had enough time to prepare your
presentation.
This report is simply unacceptable. I’m used to seeing better work from you.
What do you think happened?
Accentuate the positive
GOOD NEWS FIRST BAD NEWS FIRST
Our new distributor offers faster, more Although our new distributor
dependable service. Unfortunately, it’s charges slightly higher prices, they
also more expensive. offer faster, more dependable
service.
Everyone will receive a year-end bonus We may need to cut back

this year. However, some of our current somewhat on fringe benefits next
fringe benefits may have to be cut next year; however everyone
year. will receive a year-end bonus this
year.
1. Customers love our new a. We still have to make a
products. few cuts.
2. The budget situation is b. You need to focus on

looking much better. communication skills.
c. They hate the new logo.

3. We can offer you a 15%
discount.
d. We cannot change our
4. Your performance has payment terms.
improved greatly.
My notes
PERFORMANCE
A complaint
You have ordered an item from a company’s website. You wanted it to be delivered within three
business days, and you paid extra for the rush shipment. Five business days later, you still have
not received your order. Write an email in which you express a strong negative reaction. Then
write a second version with a more positive tone.
FR FR
TO TO
CC CC

SUBJECT SUBJECT
CONSOLIDATE & APPLY
Memorandum
From: Glenn Morris
To: All employees
Subject: Dress code
Good afternoon,
Last Friday was casual day again and, I have to say, I couldn’t believe some of the outfits I saw
around the office! Some of you looked like you were dressed for an afternoon at the beach—shorts, T-
shirts, sandals!
So, for goodness sake, please take a look at yourselves in the mirror before you come to work on
Fridays and then decide if what you have on is something you should be wearing at the office or at
home on the weekend.
This is the last time I will talk about this. If things don’t improve, we may have to rethink the whole
idea of casual day.
G. Morris

ONLINE PRACTICE
UNIT 18
Place, take, and return calls

to translate hey Predicate adjectives afternoon. Ed is away

Who may I say is What’s up? and adverbs with to be. until Monday.
calling? downbeat For example: The Phone calls: Tone of
I’ll transfer you computer was down all voice and formality
neutral
(He’s) expecting my to raise an issue / a
call question
residence bleak
to reach
WARM-UP
Place, take and return calls
– Hello, Margaret! What a pleasant surprise!

– Hi, Ashley. Am I calling at a bad time?
– Not at all. What can I do for you?
– I’ve got a rather urgent letter that I’d like translated.
Would you have time for that today?
– Well, tell me a little more about it.
My notes
86 | Place, take, and return calls • Unit 18 ©2018 Berlitz Languages, Inc.
Placing and taking calls
A. D.
– Good morning. Apex Foods. How may I – Good afternoon. Crane and
help you? Associates. Carla Winters speaking.
– Hello. Could I speak to Mrs. Burns, – Hello, Carla. This is Stan Waterman. I’d like
please? to speak to Mr. Stevens.
– Who may I say is calling? – Hello, Mr. Waterman! I’ll see if he’s
– This is Kenneth Farrell, from Flora’s available.
Market.
– One moment, Mr. Farrell. I’ll transfer
you.
B. E.
– Hello. Eberly Electronics. – Derby Corporation. This is Terry.

– Yes. This is Mary Kelly. Can I speak to – Hi. I’m trying to reach Tim Lane. Is he there?
Mr. Eberly, please? He’s expecting my – Hold on a minute and let me check … Hello?
call. Tim’s out, but he’ll be back soon.
– Oh, yes, Ms. Kelly. Just a minute,
please.
C. F.
– Taylor residence. – Hello?

– Hi, Brenda. This is Jim. Is Charlie – Hi, Barbara! It’s Stella.
around? – Hey, Stella! What’s up?
– Hi, Jim! Just a sec. I’ll get him for you.
My notes
©2018 Berlitz Languages, Inc. Place, take, and return calls • Unit 18 | 87
GRAMMAR
Is the system up and running?
verb to be:
is
⇒ in / away / up / on / around / out / back / down / off
was
will be, etc.
– Is Ms. Marquez in?

– She is, but she’s away from her desk at the moment.
– Will you be around this afternoon?

– No, I’ll be out. I won’t be back until after six.
– Is the Hadley deal still on?

– No, I’m afraid it looks like it’s off.
– How long has the intranet been down?

– Not long. It’ll be up again shortly.
My notes
LISTENING 35 • 36 • 37 • 38 • 39 • 40
The tone of voice says it all
LOUISE PATRICK DIANA

1A. upbeat neutral 2A. upbeat neutral 3A. upbeat neutral
downbeat downbeat downbeat
1B. upbeat neutral 2B. upbeat neutral 3B. upbeat neutral
downbeat downbeat downbeat
Reason for call: Reason for call: Reason for call:
My notes
PERFORMANCE
Returning the calls
You are one of the following people:
• Oscar Longwood, responding to

Louise’s message (version 1).
• Oscar Longwood, responding to

Louise’s message (version 2).
• Ed Norton, responding to Patrick’s

message (version 1).
• Ed Norton, responding to Patrick’s

• Harry Stiles, responding to Diana’s

• Harry Stiles, responding to Diana’s

Think about what you will say and how

you will say it. Then place your call.
My notes
Culture Corner
Answering home and cell phones

The most common way for English speakers to answer their home phones and
personal cell phones is Hello? With features like Caller ID telling them who’s calling,
they can also answer with a greeting to the caller such as we saw earlier.
Occasionally, some people say their last name plus the word residence, as we saw
earlier. Less common these days is to answer the phone by giving the called
telephone number (or the last few digits of it).
What do people say in your country? How do they answer the phone in other
countries?
ONLINE PRACTICE
within this unit): Getty Images, Age Fotostock, Age ©2018 Berlitz Languages, Inc. All rights reserved.
Fotostock, Age Fotostock, Age Fotostock
UNIT 19
Take down and pass on information

to take down (a message) upscale Infinitive of purpose (for reporting). For

to pass on (a message) clientele example: Paula called to tell you that she
to remind booming was running late and would be here in
approximately two hours.
odd to browse
silent mode eyewear
no signal chain (store)
poor reception prime time
24/7 help desk commuter route
maintenance inspection temporary (extension
specifications / specs activity)
tech temporarily (extension
custom-made activity)
to visualize not in service / out of
service (extension activity)
WARM-UP
– Hi, Lynn. Did you get my message about

tomorrow’s meeting?
– No. What message?
– I told Dave that the meeting’s been postponed until
next week. Didn’t he tell you?
– No, he didn’t. I guess he forgot.
92 | Take down and pass on information • Unit 19 ©2018 Berlitz Languages, Inc.
GRAMMAR
James called to follow up on the proposal he sent us
Lara sent a message → to say hello.

Robert stopped by → to remind you about the meeting.
The Olsons called → to cancel their appointment.
– Who was that?

– An electric company. They were calling to ask whether we wanted to change providers.
– And what did you tell them?
– I said we were happy with our current service.

– Margaret stopped by earlier.
– Oh, really? And what did she want?
– To invite us to their place on Friday. She and Matt are celebrating their tenth anniversary.
– Great! I’ll call to let her know we’ll be there.
LISTENING 41 • 42 • 43 • 44
Can you give him a message?

Message 1 Message 3
Time From Time From

Message 2 Message 4
Time From Time From
©2018 Berlitz Languages, Inc. Take down and pass on information • Unit 19 | 93
What did the client say? 1. The client called. She said she would be late.
→ The client called to say she would be late.
Do you know why my friend called? 2. Your friend called. He wanted to say hello.
→ Your friend called to say hello.
Did you take a message? 3. The director stopped by. She wanted to see you.
→ The director stopped by to see you.
Did Willis tell you why he wrote? 4. Willis sent us an email. He asked about his order.
→ Willis sent us an email to ask about his order.
My notes
Take down information
Synertechs Industries Linden Polymer Industries

SORTab1000 at £87,000 per
Model number: machine
Shipping and £1,500 per machine
insurance:
Installation: £4,000 per machine
Training: For operators and maintenance
techs
£2,500 (10-hour course)
Standard 1-year, unlimited (as long as
warranty: maintained /operated according to
their specs)
Includes 2 scheduled
maintenance inspections by their
technicians

Synertechs Industries Linden Polymer Industries
Model number: Multitask5015C: £90,000
Shipping and £2,000
insurance:
Installation: Included in price of machine
Training: For operators: £1,000 (1-day
course)
For maintenance: £2,000 (2-day
course)
Standard 2 years; one maintenance
warranty: inspection per year, plus free 24/7
help desk during first year
PERFORMANCE
A phone survey

DETEC — Consumer Research Consultants
Advertising Practices: Small Local Businesses
Company:
Spokesperson:
Type of company:
Year established:
Annual sales (approx.):
Advertising budget:
Advertising agency? Y N
Type(s) of advertising used:
Overall satisfaction:

Company Profile: Wood Artistry

Your name is J. Mendez and you own Wood Artistry, a small company that makes quality
custom-made furniture. You have a small showroom in which you display a sample of your
work for sale to the public, but you do most of your business with interior decorators and
have built up a large network over the years. (You started making furniture in your garage 15
years ago and now have over 30 employees.)
On your website, there is a tool for prospective customers to visualize what the furniture will
look like before they order. You use an advertising agency that places ads for you in national
upscale magazines—the ones aimed at the wealthier clientele. You also advertise in the
trade magazines for decorators. In all, you must spend over $100,000 a year, but it's worth
every penny! Business keeps getting better. Last year, your sales were around $2.5 million.
Company Profile: Coyote Bar and Grill

Your name is L. Kenney. You own and manage Coyote Bar and Grill. When you opened the
restaurant six months ago, you did a lot of advertising in local newspapers and on several
local radio stations. One station even did some promotional giveaways of dinners for two,
which was very popular. You had a highly publicized opening party, with reduced prices and
live music, which got a lot of interest. Since then, you haven't done any advertising—just
relied on word of mouth and repeat customers. Business is still booming. You do have a
website, which allows customers to browse your menu (they can even pre-order if they
want!) and make reservations online.
Company profile: Eye on You Opticians
Your name is E. Jacobi. You fit and sell eyewear at Eye on You. Unlike most opticians, Eye
on You is independently owned and operated. You can't afford advertising like the national
chains with their TV ads during prime time and their full-page ads in national magazines.
Your boss, Bill Sherman, believes in using billboards; there are a couple of them on busy
commuter routes in the area. They are probably effective, but it's hard to tell. You also just
started advertising on city buses. Your boss said it was very cost-effective, but you don't
know how much he has spent. You also run a weekly ad in the local paper—where all the
stores in the shopping center advertise. You have a website, but it is nothing more than an
online version of your current print ads. Mr. Sherman tried working with an agency once, but
he found it too expensive—he figures he can do everything better himself.
CONSOLIDATE & APPLY 45 • 46 • 47
Get it right: Automated phone service messages
1. The number does not exist; you have probably dialed the wrong number.
2. The person has his or her phone switched off or he or she is in an area with no signal.
3. The phone number has been disconnected; the person may have a new number.
ONLINE PRACTICE
within this unit): Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 20
Review
OBJECTIVES LADDER
Now you can …
Place, take, and return calls
Control the tone of your message
Negotiate a sale

PRACTICE
GOAL 11
What sales techniques are they using?

1. “You certainly do have excellent taste! That is the finest watch we have.” The salesperson is
.
a. schmoozing b. snoozing
2. “I saw the 50% off sign, so I thought I’d come in and take a look around.” The sign .
a. aroused the customer’s desire b. captured the customer’s attention
3. “I would be very interested in learning more about your services. Why don’t you call me next
week?” The speaker is a .
a. prospect customer b. prospective customer
4. “Don’t take too long to think things over. A couple I showed around this morning seemed really
interested in this property.” The real estate agent is using a .
a. hard-sell technique b. soft-sell technique
5. “This is one of the best brands on the market. You buy this, and you won’t need another one for
20 years!” The salesperson is showing the customer a product.
a. durable b. perishable
My notes

GOAL 12 48 • 49 • 50 • 51
Which means the same?

1. I Mr. Miller to be back in an hour.
a. advise b. expect
2. We deliver your order on time.

a. aren’t allowed to deliver b. might not be able to
3. They give us a discount if we place a bulk order.

a. will almost certainly b. will only
4. raise their prices again!

a. I don’t believe they want to b. They are not allowed to
GOAL 13
Used to or use to?
use to (x2) get used to used to (x2) is used to
1. When he started working as a security guard, it took Jeff a long time to working
nights.
2. Where did you work before you came here?
3. Sandra didn’t like running in the mornings, but now she it.
4. We live downtown, but a few years ago we moved to the suburbs.
5. Before I took over, who do this job?

GOAL 14
Have you been given all the information?
1. Has the company offered Dan any compensation?

→ Has Dan ?
2. They informed everyone of the new regulations.
→ Everyone .
3. Did they assign the task to you?
→ Were ?
4. They will send us the information we requested.
→ The information .
5. Melissa is disappointed that they didn’t offer the position to her.
→ Melissa .
My notes

GOAL 15
Difficult decisions
Conversation A
– So, what did you think about that house in the countryside, Harry? It’s a beautiful place, isn’t it?
– Yes, Sally, it is. But it’s so far away from the office. If we were to move here, my commute would
take twice as long.
– I know, but it would be great for the kids … all this clean air and space to play.
– True, but we need to talk this over a bit more before making a decision.

1. Harry and Sally were looking at a house .
2. If they were to move, Harry’s commute .
3. Because of the ,
the location would be better for the kids.

Conversation B
– So, Mitchell, have you decided what you want to do?

– If I were to accept, would I have any chance for promotion in the future?
– Well, yes, if the branch did well under your direction.
– Would I be able to keep the company car?
– Unfortunately, no. With just one branch to supervise, it couldn’t really be justified, could it?
– I suppose not. And if I declined the offer?
– I’m afraid we’d have to let you go.

4. If Mitchell were to accept the bank’s offer, he would have
in the future.
5. He wouldn’t be able to .
6. Mitchell would be let go if he .
My notes

GOAL 16
Which is better in correspondence?
Active voice Passive voice

We damaged your order during delivery. Your order was damaged during delivery.
I will visit the client next week. The client will be visited next week.
We haven’t received your payment. Your payment hasn’t been received.
I will look into the problem for you. The problem will be looked into.
We sent Alice a birthday card. Alice was sent a birthday card.
Our lawyers are reviewing the matter. The matter is being reviewed by our
lawyers.
GOAL 17
What's the right order?
1. even though / his overall performance / his time management skills / is improving / Stanley still
needs / to work on
→ .
2. although / are still somewhat lower / sales at the moment / than last year / they are picking
up / we do see signs that
→ .
3. an early payment discount / can offer you / however we / reduced price / we cannot give you a
→ .
4. although / back on track/ / everything is now / some slight production setbacks / the strike
caused
→ .

GOAL 18
to be plus preposition
1. Is the system and running yet, or is it still ?
2. Will you be this weekend? If so, why don’t we get together for a game of tennis?
3. I’m just calling to see if we’re still for Thursday.
4. Helen’s this week. She’s studying for her CPA exam.
5. Barry was last week but he’s now.
6. Ms. Martinelli is at the moment. She'll be again after 11:00.
up off out on back down away around in
GOAL 19
Report the information
1. ”I have to postpone the meeting.”

→ Mr. Baker called .
2. ”My trip to New Zealand was absolutely wonderful. I saw …”
→ My friend Stella wrote .
3. ”I’m just here to drop off my monthly report.”
→ Walter stopped by .
4. ”I wanted to confirm the details of Mr. Cooper’s trip.”
→ The travel agent called
of your trip.
My notes

YOUR TURN!
GOAL 11
The right sales technique
Choose one of the situations and decide what sales techniques would be the most
appropriate.
• You own a small, upscale clothing shop. It’s the middle of summer and you need to get
rid of your summer stock to make room for the new fall / winter stock which will be
arriving in two weeks. How will you move the summer stock?
• You own a restaurant which only uses fresh produce. Your chef bought some lovely
Alaska salmon, but unfortunately he bought too much of it. You need to get rid of it
before the end of the day or (because of food safety regulations) you’ll have to throw it
away. How will you encourage customers to order the salmon?
• You work in a bank. Because online banking helps reduce overhead, headquarters is
pushing to increase the percentage of customers who use online banking from 50% to
70%. How will you persuade customers to switch?
GOAL 12
How did the negotiation go?
Role A
You have seen the following ad online:
For sale: Wizard Pro 3.0 tablet $475
10” / 128GB / WiFi + Cellular
Brand new, never used, in original box
with charger and earphone
leather case available for $25

You’ve been thinking about buying this tablet model for a while, but the store price of $600 is
just a little too high for you. Ideally, you want to spend no more than $400 on a tablet. Call
the seller to ask more about the item, and if you like the answers, try to negotiate a deal.

Role B
You have recently posted the following ad online:
For sale: Wizard Pro 3.0 tablet $475
10” / 128GB / WiFi + Cellular
Brand new, never used, in original box
with charger and earphone
leather case available for $25

The reason you are selling this tablet is because you got it as a gift—but you had just bought
one yourself. The leather case is brand new, as well, and you want to sell that with the tablet.
You know that the retail price for this particular model is about $600. You’d like to get as
much as you can, but are willing to go down a little in price.
GOAL 13
What did your career path look like?
Role A
You’re not satisfied in your current job. You’re making quite a lot of money now, but you’re
not happy. You’re tired of the frequent travel required for your job. You would like to do
something more creative.
You have a friend who left a job at a major corporation a few years ago in order to start his /
her own business. You have asked your friend to meet you at a café so that you can learn
more about your friend’s experience and ask for advice.
It’s time for your get-together.
Role B
One of your friends is thinking about making a career change. Your friend called and asked if
the two of you could meet today at a café. Five years ago, you left your job at a major
corporation to start your own business. Your friend would like to hear about your
experiences and ask you for some advice.
Help your friend identify some of the pros and cons of changing careers and of staying in
the same job.
It might also be helpful for your friend if you explained how the change affected your life in
both positive and negative ways.
It’s time for your get-together with your friend.

GOAL 14
I feel so frustrated!
Role A
A few months ago, you were transferred to one of your company’s overseas offices. At first,
everything was exciting. You were very optimistic about your new position and enjoyed
meeting new people, discovering new places, learning about the culture, trying out new
foods, and so on. Lately, however, you’ve been feeling depressed. Between language
difficulties and differences in culture, life and work are sometimes extremely frustrating. You
miss your old friends and the familiarity of life at home. Some days, you feel so uncertain
you feel like giving up and leaving.
Talk to a colleague of yours who’s been in the country now for several years. Find out what
advice he / she has to give.
Role B
You work at one of your company’s overseas branches. You transferred to this office several
years ago and now feel quite comfortable living and working there. But it was not always
this way. You remember how you felt during the first half year. At the beginning, everything
was wonderful, but then you felt frustrated and homesick, and almost went home.
You have a colleague who recently transferred to your office a few months ago. This
colleague is now experiencing many of the feelings you did when you first arrived. You’ve
agreed to meet with your colleague to share your experiences. Give your colleague some
advice, if you can.
My notes

GOAL 15
What would you do?
1. You’ve been offered a one-year assignment in Australia. If you accept, it would definitely
improve your prospects for promotion within the company. However, you’d be away from
your family and friends for a year. Would you accept the assignment or not?
2. The economic situation in your country is terrible. Lots of people (including many of your
friends) are leaving the country to work abroad. For some time, you’ve been wondering
whether you should do the same. If you were to go, it might mean starting all over again.
But it would also mean more money and a more secure future. Should you stay or should
you go?
3. You’ve been offered a promotion. Although the new position pays much better than your
current one, it also requires working a lot more hours. Your family is already complaining
about the number of hours you work; they say they never see you. Would you accept the
promotion or turn it down?
4.
My notes

GOAL 16
Too formal?
Make the email less formal.
SUBJECT Request on the matter of our proposal
Dear Mr. Holt,
We are in receipt of your letter inviting us to submit a bid for the replacement of the plumbing in your
apartment building at 6311 Lincoln Boulevard in Forest Hills. We would be honored to be given the
opportunity to provide you with our services.

Regrettably, the individual who oversees the drafting of all our proposal submissions has been taken
ill and is at present unavailable to perform this function. We would appreciate your giving us an
extension of the deadline, so that the preparation of all the necessary documentation can be
completed according to your bid requirements.

Thank you for giving your consideration to this request. We look forward to receiving your response.

Respectfully,
Mark Cooper
My notes

SUBJECT
My notes

GOAL 17
What's the right tone?
Make the tone of these messages more appropriate.

1. What’s going on? You said you would call me back—a week ago!! I am STILL waiting. This
is the third time you’ve done this and it’s makes me furious every time! Why do you tell me
you’re going to call back and then not do it? How come I always end up having to call you?
This is completely unprofessional behavior!
2. I’m really, really sorry I didn’t finish the report on time. I tried and tried, but it just took
longer than I thought it would. Will you forgive me, pretty please? :)
3. It was great meeting you at the National Bankers’ Convention last week! Your presentation
was full of super cool information I can use. I’d really like to get together so I can ask more
questions about your company. When are you free?

GOAL 18
Phone calls
Role A
1. It’s the end of the tax year and you want to make an appointment with your accountant.
Call him / her. If necessary, leave a message.
2. Your accountant still hasn’t called back, but you are now in a staff meeting. You’ve set
your phone so that all incoming calls go to voice mail. Your voice mail message is:
“Hello, this is (your name). I can’t take your call right now, but leave a message and I’ll
call you back. [beep]”
3. Your accountant left a message on your voice mail while you were in your staff meeting.
Call your accountant back.
Role B
1. You are an accountant, and you are meeting with a client. You have set your phone to
go straight to voice mail if someone calls. This is voice mail message:
“This is (your name). I’m afraid I cannot take your call at this time. Please leave a
message and I will call you back as soon as I can. Thank you. [beep]”
2. Your meeting is now over and you have listened to the voice mail message from a client
who called earlier. Call the client back. If necessary, leave a message.
3. Your phone is ringing. Answer it.
My notes

GOAL 19
Leave a message
Role A
You need to confirm some of the details for next week’s sales training with a colleague who
works in another location. You’ve tried calling your colleague’s cell phone, but it’s switched
off. Call your colleague’s office phone number and let him / her know:
1. the training has been moved up from 11:00 a.m. to 10:00 a.m.
2. Brenda Matthews will be out of town, so Doug Carter will do the new product
demonstration
3. the slides for the features and benefits presentation are complete.
Role B
Your colleague is in a meeting. You said you would answer the phone and take messages
while he / she was out.
Your colleague’s phone is ringing. Answer it.
When your colleague returns from the meeting, pass on any messages.
Business English 7 (GBE) Complete

©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 21
Discuss current events and share

news
news story to immigrate Interjections. For Adverbs used in

current events to emigrate example: That’s reporting. For example:
in the news fed up (with) ridiculous! How can supposedly, reportedly,
that be? It's about time! allegedly, evidently,
to migrate to vote with (one’s) feet etc. presumably.
WARM-UP
Discuss current events and share news
– Did you see this?

– No, what is it?
– Photos of the damage caused by the hurricane.
– Oh my! I didn’t realize it was so bad.
– We haven’t been able to reach anyone at our office
down there.
My notes
114 | Discuss current events and share news • Unit 21 ©2018 Berlitz Languages, Inc.
Current events
What’s making the headlines right now?
What information do you know?
Who are the key players?
LANGUAGE FOCUS
Reacting to news
That's great I don't believe I'm glad to That's awful. What—again?

news! it. hear it!
Well, it's about Are you sure That's How can that No way!
time! about that? ridiculous! be?

– Did you know that over 50,000 people – I saw on TV last night that they’ve started
emigrated last year? building the new airport terminal.
– Really? Are you sure about that? – Well, it’s about time! They’ve been talking about
– I read it in The Springfield Globe. It seems they doing that for over ten years!
got fed up trying to find jobs here and decided – Apparently, they’ve only just now managed to
to vote with their feet. get the funding approved.
©2018 Berlitz Languages, Inc. Discuss current events and share news • Unit 21 | 115
GRAMMAR
Is that a fact?
The mayor says he’s in Tahiti attending → Supposedly, he’s attending a

a conference. conference in Tahiti.
It seems the two parties have reached → They have reached an agreement,
an agreement. apparently.
The police think a gang was involved in → Allegedly, a gang was involved in the
the incident. incident.
Pat says Mr. Jones left his office at → He reportedly left his office at 10:00
10:00 p.m. p.m.
It is clear the city needs more revenue. → It obviously needs more revenue.
It is likely that Luke and Jane will get → Presumably, they will get married.
married.
– Have the officials determined the cause of the accident?

– Evidently, the cause of the accident was human error.

– Do crime scene investigators know when the break-in occurred?
– The break-in reportedly occurred in the early morning hours.

– Have authorities made any arrests in the case?
– They are holding a few persons of interest, but haven’t arrested anyone, officially.
116 | Discuss current events and share news • Unit 21 ©2018 Berlitz Languages, Inc.
PERFORMANCE
What's the news?
Think about a current event that would interest a business acquaintance or a friend of yours.
• What is the story about?
• What are the most important details?
• Where did you hear of the event?
• How did you react when you first saw the news?
Be ready to share the news.
Word Power
Expressions with news
bad break fast good make no yesterday’s to me
1. news is news.
2. news travels .
3. That’s news .
4. Missing persons often news.
5. That’s news.
6. I’m sorry to the news to you.
ONLINE PRACTICE
within this unit): Age Fotostock, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Discuss current events and share news • Unit 21 | 117
UNIT 22
Describe the impact of an event

enormous ever-increasing Describing impact and effect. For example:

extreme disease Massive damage was caused by the
disastrous virus floods.
profound to dwindle Nouns from adjectives. For example: The
severity of the problem is unknown.
impact international aid worker
Uses of as. For example: As far as I know,
tidal wave flooding he will be here today.
coast to wipe out
immense crop
massive to harvest
grave to face (a problem)
severe Mother Nature (extension
fundamental (n., adj.) activity)
imperative (n.) drought (extension
devastating
activity)
catastrophic blizzard (extension
activity)
decade
WARM-UP
118 | Describe the impact of an event • Unit 22 ©2018 Berlitz Languages, Inc.
Describing impact and effect
immense, enormous, massive (tornadoes, profits,

VERY BIG OR GREAT
buildings)
grave, severe, extreme (temperatures, declines,
VERY SERIOUS OR HARSH
conditions)
VERY NECESSARY OR fundamental, profound, imperative (changes,
IMPORTANT decisions, research)
devastating, disastrous, catastrophic (floods, results,
VERY BAD OR DAMAGING
policies, effects)
1. The stock market crash of 1929 was .
2. The weather in Antarctica is .
3. Changes in the last decade have been .
4. The earthquake in was .
5. The situation in is .
6. Knowledge of English is .
My notes
©2018 Berlitz Languages, Inc. Describe the impact of an event • Unit 22 | 119
READING
How big is the impact?
A. The situation in the region continues to look (1)

as ever-increasing numbers of victims of
the virus are reported. In an attempt to stop the
spread of the disease, governments have begun
closing their borders. These measures, however, (2)
affect the population as supplies of
basic commodities dwindle and prices rise.
International aid workers have stressed that a
treatment for the virus is (3) .
B. Farmers in the area could only look on as (1)

flooding wiped out their crops. “(2)
,” is how one local corn grower described
the situation. “We were just weeks away from
harvest.” For many, these crops provide the majority
of their annual income, and their loss may prove to be
(3) .
C. A recent study demonstrates the (1)

impact that communication technology can have on
education. “It helps to provide students with the (2)
tools and skills they will need for the
future,” commented one researcher. The study also
points out the (3) disadvantages that
students who do not have access to such technology
may face in later life.
GRAMMAR
Nouns from adjectives

1. catastroph 5. extrem 9. imperative
2. devastat 6. fundamental 10. massive
3. disast 7. grav 11. profound
4. enorm 8. immens 12. sever
-ness -ity -ion -er -e Ø (no change)
PERFORMANCE
Big events
Think back over your country’s recent (or not-so-recent) history. What were some of the
events that had a big impact on the people, the economy, or business? What words would you
use to describe those impacts? Why?
My notes
©2018 Berlitz Languages, Inc. Describe the impact of an event • Unit 22 | 121
Word Power
Uses of as
1. as 2. as far as 3. as of 4. as long as 5. as well as 6. might as well
a. Based on what we know, the negotiations are going smoothly.
b. Because there was no power for three days, all the food in the fridge went bad.
c. In addition to being more efficient, the new system is significantly cheaper.
d. Mr. Fischer will take charge of the company from January 1.
e. The insurance company will pay if you can prove how the damage happened.
f. The reporters listened while Mr. Taylor explained the problem.
g. You should just go; we’re not busy now, anyway.
ONLINE PRACTICE
within this unit): Berlitz, Age Fotostock, Age Fotostock, Age ©2018 Berlitz Languages, Inc. All rights reserved.
Fotostock
UNIT 23
Describe economic conditions

economic conditions hiring freeze Understanding headlines

economic climate / to slump
outlook double-digit
GDP shares
deflation to pop up like mushrooms
to shrink to hold off
consumer confidence recession
frugal devaluation
to freeze (= block) runaway (inflation)
WARM-UP

We often see these terms when reading news about
the economy.

When these figures change, what does that tell you
about the economic outlook?
My notes
©2018 Berlitz Languages, Inc. Describe economic conditions • Unit 23 | 123

What happens when the economy …?
GROWS SHRINKS
AT THE INDIVIDUAL LEVEL:
• consumer confidence increases • consumer confidence decreases
• consumers spend more freely • consumers become frugal, spend less freely
• individuals invest in markets • individuals invest conservatively
AT THE CORPORATE LEVEL:
• output increases • output decreases
• workers are hired • hiring is frozen, workers are laid off
• salaries increase • salaries freeze
• stock markets rise • stock markets fall
LANGUAGE FOCUS
Understanding headlines
News headlines are written in a style that can make them difficult to understand. Here are some
typical characteristics of headlines:
• Articles (a, an, the) and the verb be are omitted.
• Simple tenses (Workers laid off) are used instead of progressive or perfect tenses.
• Infinitives (Heller to head Labor Department) are used to refer to future events.
• Shorter words are preferred over longer synonyms, even words rarely used in speech (e.g., seek
and slam).
My notes
124 | Describe economic conditions • Unit 23 ©2018 Berlitz Languages, Inc.

LISTENING 52 • 53 • 54 • 55
What are they reading about?
a. Dollar falls to two-year low against euro

b. Record slump in consumer confidence
c. Stocks soar as economic outlook brightens
d. Double-digit increases in new construction
READING
Economic ups and downs

Several years of recession, a severe devaluation of the national currency, and runaway
inflation have reduced, by nearly two-thirds, the value of executives’ paychecks. Alonso Vargas, a
partner at Corbletts International, an executive search firm in the capital, had fallen from
approximately US$530,000 last year to just a little more than $150,000 today.
Last year alone, the economy, which was one of the area’s richest, shrank 11%. Tens of
thousands of people, including managers, found themselves out of work as unemployment rose
recently noted that the average salary of a top executive to record levels of more than 20%.
Over the last quarter, however, the economy has shown signs of recovery. It is actually
expected to grow this year, although at a modest 1%. Perhaps most important, however, is that
companies are beginning to hire again.

My notes
©2018 Berlitz Languages, Inc. Describe economic conditions • Unit 23 | 125

PERFORMANCE
How's the economy?
Below are some scenarios detailing short- and long-term plans a company may have for its
operations in your country. What do you feel they should do at this time, considering the
economic outlook?
1. Increase brand awareness and sales of your products

Options: increasing or decreasing the marketing budget; hiring more or laying off sales
reps
2. Provide superior customer service

Options: expanding the customer service staff; introducing a hiring freeze; replacing some
staff with an automated telephone response system
3. Improve job satisfaction ratings

Options: increasing salaries or freezing them; offering additional fringe benefits or cutting
benefits
4. Open several new branches

Options: going ahead as planned; postponing the investment; closing branches
ONLINE PRACTICE
within this unit): Corbis Images ©2018 Berlitz Languages, Inc. All rights reserved.
126 | Describe economic conditions • Unit 23 ©2018 Berlitz Languages, Inc.

UNIT 24
Discuss the impact of strikes

to strike elective surgery Verbs of reporting: to demand, to claim, to

to picket sanitation imply, to insist, to acknowledge
picket sign / line sympathy
wage vote
overtime under way
percent (per cent UK) settlement
time and a half stalemate
double time grievances
to dissuade to haul
to unionize (unionise UK) freight
to (not) go out of (one’s)
way
WARM-UP
– Is it true? Are the factory workers planning to

strike?
– I’m afraid so. There’s no way we can give them the
wage increases they’re asking for.
– How much do they want?
– 10% on regular wages and double time for any
overtime.
©2018 Berlitz Languages, Inc. Discuss the impact of strikes • Unit 24 | 127
LISTENING 56 • 57 • 58 • 59 • 60
Taking industrial action

1. A group of workers refuses to work or cross a picket line to show support for striking workers:
a. strike b. work-to-rule c. sympathy strike d. general strike

e. wildcat strike
2. Large and important groups of workers, or all workers in a particular area, are involved:

e. wildcat strike
3. Workers still work, but only do exactly what is required, and may refuse to work overtime:

e. wildcat strike
4. Workers stop working, or picket outside work, and may try to deter people from doing
business with their employer:

e. wildcat strike
5. Workers strike without union support, because they are not unionized, or because the union
disapproves:

e. wildcat strike
128 | Discuss the impact of strikes • Unit 24 ©2018 Berlitz Languages, Inc.
Job: a b c d e
Victor
Paula
Dennis
April
Martin
LANGUAGE FOCUS
Reporting what’s going on
“We want safer working conditions!” → The employees are demanding safer
working conditions.
“We have no idea what the problem is.” → A company spokesperson claims they
have no idea what the problem is.
“The negotiations are going well.” → A union representative implied that an
agreement may be reached.
“You must return to your jobs.” → The general manager insisted the
workers return to their jobs.
“We know there have been some → The management acknowledged the
complaints.” workers’ grievances.
My notes
READING
What are their demands?

From the Greenville Daily Record online
Strikes threaten start of construction

Workers at Matrix Steel walked off their jobs today in sympathy with the striking workers at
Midland Steel. And matters may get more serious yet. The employees at Gemco Steel are scheduled
to take a strike vote tomorrow.
If the strike spreads throughout the entire industry, severe shortages of structural steel could
result. This could stall plans by AP Inc. to begin construction of its new manufacturing plant here
in Greenville. According to Peter Crawford, president of AP, 75,000 sq ft (approx. 7,000 sq m) of
manufacturing and warehouse space is planned. The plant, which is currently scheduled to open
next fall, will employ approximately 500 people.
At this time, no negotiations are under way between the Steel Workers Union and Midland
management. Although workers and management both claim they desire a speedy settlement,
neither side has been willing to concede on any of the major issues.
The SWU is demanding hourly wage increases, a shorter workday, increased retirement benefits,
and improved safety standards. Due to the availability of lower cost steel from abroad, Midland
Steel claims that accepting union demands would force them to raise domestic prices to levels that
would make them unable to compete in the world market. If the stalemate continues, AP and
Greenville may have to wait.
Related articles:
AP to build plant in Greenville | Midland Steel threatens strike
My notes
130 | Discuss the impact of strikes • Unit 24 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Strike!
A group of truckers has announced a wildcat strike to be held next week. They have
numerous grievances, including poor working conditions and unsafe practices. In addition to
not hauling any freight during the week, they are planning several “drive slow” actions along
major roads. They are asking all truck drivers to support them by calling in sick during the
strike. According to the press, this could turn into a general freight transport strike.

What impact would this have on your company and business?
ONLINE PRACTICE
within this unit): Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 25
Describe training and development

plans
professional to consist of Interrogative clauses. For example: We haven’t

development comprehensive decided what training you will need. Do you know
in-house to rotate who our trainer will be?
to map out rotation
path to innovate
to cover innovative
broad perspective remuneration
to be locked into job fair
transferable skills
WARM-UP
Describe training and development plans
– See you tomorrow, Linda?

– Oh, I forgot to tell you. I’ll be out tomorrow and
Friday.
– Taking a long weekend, are you?
– I wish. Actually, I’m going to take a course on web-
based applicant assessment tools. We’re thinking
of automating some parts of the selection
process.
– Sounds interesting.
– I’ll let you know how it went on Monday.
132 | Describe training and development plans • Unit 25 ©2018 Berlitz Languages, Inc.
LISTENING 61
LPI’s Training and development

David Mitchell, the head of Human Resources at Linden Polymer Industries, gives an overview
of some of the training LPI offers.

True False
1. All training is offered in-house at LPI.
2. Management development training paths cover a ten-year period.
3. Management trainees only work in one department of the company.
4. Employees are locked into their chosen career paths.
GRAMMAR
How do you know what training each employee has had?
What will my first assignment be? → Can you tell me what my first
assignment will be?
How long will the training last? → He’d like to know how long the training
will last.
Will I be offered a job? → We cannot say whether you will be
offered a job.
What training will I receive? → What training you receive depends on
your career goals.
Who will my supervisor be? → Who your supervisor will be hasn’t been
decided yet.
1. Why was the workshop canceled?

No one knows .
2. When will the next interview be?
I’m not sure .
3. Will I pass the course?
depends on you.
4. Who should I speak to about training possibilities?
I was wondering .
©2018 Berlitz Languages, Inc. Describe training and development plans • Unit 25 | 133
READING
Management trainee wanted
Tip! In job ads, on-the-job is sometimes abbreviated as OTJ.
My notes
134 | Describe training and development plans • Unit 25 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Job fair
Your company is attending the annual job

fair being held at a local university. You
will be one of the people representing
your company today. While there, you will
meet with students who are recent
graduates or who will be graduating in the
near future. This year, the company is
putting special emphasis on the training
and development opportunities they offer
to employees. Before you go, prepare by
making a list of general and job-specific
training available. Be ready to explain how
who participates in which training course
is decided.
ONLINE PRACTICE
within this unit): Getty Images, Berlitz, Getty Images ©2018 Berlitz Languages, Inc. All rights reserved.
©2018 Berlitz Languages, Inc. Describe training and development plans • Unit 25 | 135
UNIT 26
Describe promotion policies

intranet to be based (in) Alternatives: on the one / other hand, not only …
Nothing ventured, lag time but also, no better alternative. For example:
nothing gained. dead-end (job) There’s no better alternative than to advertise the
entry-level position on the Internet right away. I can’t think of
to resent a better alternative. / I can think of no better
to assume (= take on) resentment alternative.
to welcome (someone) offended
on board
WARM-UP
– Sam, did you see the posting for the group

manager position on the intranet?
– Yes, but I’m not sure I can apply for it.
– Why not? You’ve been a team leader for years.
– True, but I don’t have the project management
experience they want. The only projects I’ve been
in charge of so far have been small ones.
– Well, you know what they say: “Nothing ventured,
nothing gained!”
My notes
136 | Describe promotion policies • Unit 26 ©2018 Berlitz Languages, Inc.

READING
Announcing the appointment of Alan Baines as Export Manager
FR Carol Nordstrom
TO All Department Heads
SUBJECT Appointment of Alan Baines as Export Manager
Dear Colleagues,

I am pleased to announce that effective April 1, Mr. Alan Baines will assume the position of Export
Manager. Alan will be based in Hong Kong, where he will be in charge of Asian sales and distribution.
He will be reporting to Matt Wilson, Director of Sales.

Alan has a BS in Electrical Engineering from the University of Rochester and an MBA from the London
School of Economics. He has had extensive experience in export sales and has lived with his wife and
two daughters in Singapore, Australia, and Japan. He comes to us from Crowe Products, where he
held the position of West Coast sales manager.

I am sure you will all join me in welcoming Alan on board and wishing him success in his new position.

Best regards,
Carol
My notes
©2018 Berlitz Languages, Inc. Describe promotion policies • Unit 26 | 137

LANGUAGE FOCUS
Discussing alternatives
– What do you think, should we contact the recruitment agency or just advertise the
position internally?
– Well, recruiting someone new would bring some fresh blood into the company. On the
other hand, some of our own people might resent not being given the opportunity to
apply for the position.
– This is a tough choice. Dan’s been here for years and Candice is completely unknown to
us.
– I agree. Not only must we consider who is best qualified for the job, but also the effect
of our decision on the staff.
– I can’t think of any better alternative, can you?

– No, I can’t. Let’s go ahead and tell Elaine she has the job.
LISTENING 62
Promote from within or hire someone new from outside?
PROMOTING FROM WITHIN HIRING FROM OUTSIDE
DISADVANTAGES
ADVANTAGES

PERFORMANCE
Who to choose?
You are the HR director of TelNet, an

international telecommunications
company. You’re looking for a new
sales director (the current director is
being transferred to a position
overseas). You have been interviewing
both existing employees and
applicants from outside the company
for the position. You are considering
two people seriously. Below are some
notes you’ve made.
Pat Taylor Chris Hillman

Current position: Senior Account Manager, Current position: Sales Manager, Data
TelNet (handles several major accounts) Corp. (hardware division)
Experience: 10 years with TelNet (began as a Experience: 4 years as sales rep, 3 years as sales
summer intern) manager

• has produced consistently excellent results • impressive sales results at Data Corp.
• knows the company inside and out • has interesting ideas about sales promotions
• respected, well-liked by colleagues and clients • friendly, very outgoing
• calm, cool-headed; always thinks before acting • wants to work for a “leading edge”
• looking for a new challenge; loyal to company; feels Data Corp. is not as innovative as
company, but may leave if not offered the it could be
position
©2018 Berlitz Languages, Inc. Describe promotion policies • Unit 26 | 139

ONLINE PRACTICE
within this unit): Berlitz, iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.

UNIT 27
Discuss employment and

recruitment issues
to lament to screen Reduction of relative clauses to modifying

to loom ethnicity phrases: omission of relative pronoun + to be. For
youth prejudice example: We’re seeking applicants familiar with
COBOL.
baby boomer unemployment benefit
greenhorn (novice UK) probation
a catch-22 situation to fill (a position)
job seeker disabled
mobility public works
immobility to partner
mismatch
WARM-UP
Discuss employment and recruitment issues
©2018 Berlitz Languages, Inc. Discuss employment and recruitment issues • Unit 27 | 141
READING
Why aren’t they working?

a. Greenhorn b. Old Hand c. Stay-at-Home Mom
JONATHAN: JANET: RACHEL:

I’ve been unemployed for over a For the last ten years, I’ve raised I graduated from the university six
year now, and I’ve got a 25-year my family. Now I’m ready to return months ago, and I still can’t find a
track record in sales management. to the job market. Problem is I job. Everywhere I go, they keep
I meet all the requirements can’t find a job in my field. They telling me they are looking for
specified for the jobs I’ve applied say my qualifications are outdated. people with experience. But how
for and the interviews seem to go What am I supposed to do, go back can I gain experience if no one will
well, but still no one’s offered me a to school for another degree? I hire me? I feel I’m in a catch-22
position. It makes no sense to me. don’t have the time or the money situation.
I’m highly experienced, for that.
hardworking, and dependable, and
yet here I am.
My notes
142 | Discuss employment and recruitment issues • Unit 27 ©2018 Berlitz Languages, Inc.
What do you think?
1. worker-job skills mismatch

2. overqualified applicants
3. underqualified applicants
4. computerized application screening
5. economic change
6. employee immobility
7. employer prejudice
8. export of jobs abroad
9. skilled labor moving abroad
10. technological change
11. inadequate compensation
12. high cost of labor
13. excessive qualification requirements
14. lack of workers
15. excessive unemployment benefits
16. excessive probation period
GRAMMAR
What are the skills required for the job?
The skills that are required include … → The skills required include …
Applicants who are familiar with … → Applicants familiar with …
People who are applying for the → People applying for the position …
position …
The compensation that was offered by → The compensation offered by the
the company … company …
1. Candidates who are hired by us have a three-month probation period.
2. Most of the jobs that are advertised on this site are out of state.
3. Job seekers who are interested in this program should contact their local employment office.
4. The position that was announced last week has been filled.
5. Individuals who are posting résumés on this page can do so free of charge.
How should the problem be solved?
Create / encourage greater opportunities for employing disabled workers, older

workers, and so on.
Create demand for jobs through incentives that encourage spending.
Create more opportunities for flextime / part-time employment and working from
home.
Create public works programs, such as road building.
Encourage people to develop their skills throughout their working lives.
Partner with schools to provide students with in-demand skills.
Provide more support to struggling industries in order to protect jobs.
Provide more training and education to unemployed people.
Reduce or eliminate unemployment compensation.
PERFORMANCE
Who should solve the problem?
Role A
You represent business. You feel that it is the government’s job to deal with labor force
issues. After all, isn’t that what you pay taxes for? What’s the point of expanding
domestically and increasing the number of jobs if there’s no one to fill the positions?
144 | Discuss employment and recruitment issues • Unit 27 ©2018 Berlitz Languages, Inc.
Role B
You represent government. You feel that while it is certainly possible for the government to
support business, ultimately, the task of job creation and job training is theirs, not yours.
After all, the types of skills needed today may be outdated tomorrow.
ONLINE PRACTICE
within this unit): Berlitz, Shutterstock, Shutterstock, ©2018 Berlitz Languages, Inc. All rights reserved.
Shutterstock, Berlitz
UNIT 28
Discuss personal training and

development options
lifelong contribution Present and past progressive to describe

continually recognized habits. For example: They are constantly
constantly live experimenting with new ideas.
eternally in real time
forever synchronous
perpetually asynchronous
continuously self-study
habitually to put (something) off
keen on massive open online
to dabble course (MOOC) (extension
activity)
WARM-UP
Discuss personal training and recruitment issues
146 | Discuss personal training and development options • Unit 28 ©2018 Berlitz Languages, Inc.
READING
Are you a lifelong learner?

Home Blog entry Search
a. “But I don’t want to go back to school!” you say. And you don’t necessarily have to.
Lifelong learning isn’t just about keeping your professional and technical skills up to date
(although that’s certainly part of it). It’s also about developing yourself—expanding what you
know about things that interest you, being open to learning something new, being curious
about the world around you, and keeping your mind active.
b. And what about keeping up those professional skills? Nowadays there are so many
options with online learning and blended learning, you may be able to keep those skills up to
date without ever leaving (or maybe just rarely leaving) the comfort of your own home.
c. Not anymore. In case you hadn’t heard, today we live in “the learning economy.” With
changes happening at what seems to be lightning speed, knowledge has become a critical factor
in the development of both societies and economies. And governments all over the world are
encouraging their citizens to be “lifelong learners.”
d. Once upon a time, and not so very long ago, we went to school, finished, and then that
was pretty much it. School’s out forever.
e. Some people are just naturally lifelong learners—they’re the ones who are always
telling you about something they’ve just read about, who are constantly trying out new ideas,
who are continually asking questions and then looking for the answers. Sound like anyone you
know? If the answer is “yes” but the person is not you, you may be wondering why lifelong
learning is important. I don’t remember who said it, but I recall a famous quote: “Anyone who
stops learning is old, whether at 20 or 80. Anyone who keeps learning stays young.” I think that
sums it up quite nicely.
My notes
©2018 Berlitz Languages, Inc. Discuss personal training and development options • Unit 28 | 147
GRAMMAR
She’s always trying something new
Bess loves to make things. She’s nearly always working on some new arts-and-crafts
project.
My father was a real handyman. He was constantly fixing things around the house.
Darren wants to make money fast. He is forever dabbling in get-rich-quick schemes.
– Stella is really keen on improving her English, isn’t she?

– Yes, especially her listening skills. She’s constantly looking for interesting podcasts online.
– Do you think your parents had an influence on your education?

– Oh, yes. If we didn’t know something, they were forever encouraging us to look it up.
Tip! Other words that mean “all the time”: continually, continuously, eternally,
perpetually, habitually
My notes
Pros and cons of online learning

Purpose Type of course Pros & cons
Ella
Ned
Emily
You
My notes
©2018 Berlitz Languages, Inc. Discuss personal training and development options • Unit 28 | 149
PERFORMANCE
Your turn!
What is something you would like to learn about or take a course in?
What are some of your learning options?
ONLINE PRACTICE
Fotostock, Age Fotostock
UNIT 29
Discuss ways to reduce risk

asset (in benefit / (im)probable Verbs that collocate with risk. For example: to
advantage sense) consequences pose a risk, to run the risk of, to weigh the risk, to
(to put) at risk severity spread the risk.
to minimize (minimise numerous
UK) to engage in
health to diversify
supply chain third party
likelihood
WARM-UP
Assets at risk
Human
Financial RISKS
Physical
LANGUAGE FOCUS
Verbs that collocate with risk

Describing risk:
Managing risk:
assess avoid balance carry eliminate face identify involve minimize
©2018 Berlitz Languages, Inc. Discuss ways to reduce risk • Unit 29 | 151
How big is the risk?
• natural disasters • information / computer systems • employee health and safety

• major projects • company finance / capital • markets / competition
• supply chain • major accidents / incidents • politics / economy
Risk management techniques
1. : deciding not to manage risks that are either too small or too big
2. : distributing risk to or sharing risk with third parties (e.g., insurance companies)
3. : not engaging in activities that are unnecessarily risky
4. : reducing the likelihood of a risk and / or the potential negative impact of a risk
5. : spreading risk among numerous assets or processes
Avoid Transfer Control Accept Diversify
152 | Discuss ways to reduce risk • Unit 29 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Safety concerns
There have been a lot of accidents and injuries in your workplace and throughout the
company in the past year. Because of these accidents, upper management has decided to
introduce a new safety policy. To assist with the implementation of this policy, you have been
asked to:
• make a list of two or three safety risks where you work
• assign a risk level to the items on your list (low, medium, or high)
• determine which risks can be avoided or eliminated (NO risks will be “accepted”)
• suggest ways to reduce any medium- to high-risk items
ONLINE PRACTICE
©2018 Berlitz Languages, Inc. Discuss ways to reduce risk • Unit 29 | 153
UNIT 30
Review
OBJECTIVES LADDER
Now you can …
Discuss ways to reduce risk
Discuss personal training and development options
Discuss employment and recruitment issues
Describe training and development plans
Discuss current events and share news

PRACTICE
GOAL 21
Did you hear about that?

1. Did you see they’ve approved the a. Supposedly, it will clear up on
plans for the new subway line? Wednesday.
2. I heard that they’re going to increase b. He’ll be a bit late. Apparently he had
the sales tax next year. car trouble this morning.
3. This water bill is over $200! c. What again? They went up at the
beginning of this year!
4. I thought Bill was supposed to be here d. Well, it’s about time! They’ve been
by now. talking about that for years.
5. More rain? When is it ever going to e. How can that be? There must be a
stop? leaky pipe somewhere.
GOAL 22
What impact did it have?

1. they know, no one’s been hurt.
a. As far as b. As long as
2. Authorities are still assessing the of the situation.

a. severe b. severity
3. The flooding in the Midlands has been described as .

a. catastrophe b. catastrophic
4. You’re here now—you might stay.

a. as well b. as well as
5. Knowing how to use a computer is a skill.

a. foundation b. fundamental
6. next Monday, all visitors must sign in at reception.

a. As b. As of

GOAL 23 66 • 67 • 68
Headlines
1. Headline:
a. China introduces stiff new environmental regs

b. China to introduce new environmental regs
2. Headline:
a. Consumers give Wizard Pro thumbs up

b. Consumers say no to Wizard Pro
3. Headline:
a. Housing construction soars

b. Housing construction up as consumer confidence builds
GOAL 24
What are they demanding?

1. “We want a 15% salary increase!”
→ The employees a 15% salary increase.
2. “We’ve reached agreement on several points.”
→ The union representative there was still some disagreement.
3. “We were not aware that the conditions were so bad.”
→ Public authorities they didn’t realize the conditions were bad.
4. “Several areas for improvement have been identified.”
→ Company officials there was room for improvement.
5. We’ve never had a problem with this before. Not once in the twenty years I’ve worked here.”
→ The foreman they have never encountered such a problem.
are demanding acknowledged insists implied claim

GOAL 25
Do you know if ...?
1. Why was the meeting canceled. Can you tell me?

→ ?
2. Where’s Mark? No one knows.
→ .
3. When will the next workshop be held. I was wondering.
→ .
4. Who will conduct the training? They’re not sure yet.
→ .
5. Will I get the promotion or not? They haven’t decided.
→ .
GOAL 26
Alternatives
1. , Jim know the company inside and out; Rodrigo, , has better
leadership skills.
2. does Ken speak Spanish and Portuguese, he worked in Brazil for
two years.
3. Can you think of ?
4. If there’s , we’ll need to look for someone from outside the company.
On the one hand any better alternative Not only no better alternative on the other hand
also

GOAL 27
Employment and recruitment matters
1. applicants / an engineering degree / applying for / must possess / this position

→ .
2. the information / sent to / was incorrect / yesterday / you
→ .
3. job seekers / may be contacted / on our site / posting resumes / by recruiters
→ .
4. the compensation / by the company /offered / wasn’t / high enough
→ .
5. anyone / attending the seminar / interested in / Jane Boswell / should notify
→ .
GOAL 28
He's constantly interrupting!

1. Gina is making me crazy! She to lend her money.
a. constantly is asking me b. is constantly asking me
c. was asking me constantly
2. Oliver has always been good with electronics. As a kid, he gadgets apart to see
how they worked.
a. is forever taking b. was forever taking c. was taking forever
3. No wonder you feel stressed all the time. You about something or other.
a. are perpetually worrying b. perpetually are worrying
c. are worrying perpetually
4. I come from a creative family. I remember we something.

a. are always making or building b. were always making or building
c. always were making or building

GOAL 29
What’s the risk?
Before we do anything, we need to the risks that exist. Once we’ve done that, we can
the level of each risk. We’ll then have to find ways to high risk factors.
If a risk cannot be , we should look for ways to the risk, for example, by
our product line or supply sources.
spread identify assess diversifying minimize eliminated
YOUR TURN!
GOAL 21
This was in the news yesterday!
Think of a story that is in the news right

now. Write down the key details you are
aware of (who / what / where / when /
why / how).
Share your news with a classmate.

GOAL 22
Did it have an impact on you?
Below are several events which have had a significant impact on people’s lives. What other
events can you add to the list? Which do you think has had the greatest impact? Why?
• the invention of the incandescent lightbulb (1879)
• the Moon landing (1969)
• the public launch of the World Wide Web (1991)
Share your list and your opinions. Find out what others think.
My notes

GOAL 23
In this economic climate, we should ...

Considering the current economic situation, what do you think your company should do in
the areas listed below? With your partner(s), discuss the economic conditions affecting your
choices.
1. Staffing
a. hire more people b. implement a hiring freeze c. let people go
2. Production
a. increase output b. maintain current output levels c. decrease production
3. Investment
a. increase investment in the company b. delay additional investment
c. sell off parts of the company
4. Locations
a. open new locations b. hold off on opening any new locations
c. close some existing locations
5. Marketing / Sales
a. increase marketing and sales efforts b. maintain current levels
c. cut marketing and / or sales budgets
My notes

GOAL 24
The strike will have an impact!
You are a department head at your company.

The public transportation workers and the railway workers have announced they will go on
strike beginning Monday. This will obviously have an impact on your employees, most of
whom use some form of public transport to get to work each day.
You and the other department heads will be meeting to discuss how to handle the situation.
Below are some points to consider beforehand. With your colleagues, draft a policy statement
that will be sent out to all staff.
1. Will employees be required to come in?
2. If they arrive late, will they have to work late?
3. Can employees work from home?
4. If employees cannot come in and cannot work from home, will they be required to use their
vacation time?
5. Are there alternate forms of transport that the company could provide or pay for?
My notes

GOAL 25
Training and development opportunities
Role A
You work in Human Resources. You would like to get employees’ input on the training and
development opportunities provided by your company. You have a meeting with an
employee shortly.
You are especially interested in finding out whether the training courses and workshops you
offer are meeting employees’ needs or not, and what employees feel would be beneficial to
their career development goals. Before your meeting begins, think of some questions you
would like to ask.
Role B
You are an employee at a large company. Today you are meeting with a member of the
Human Resources staff to discuss the training and development opportunities available at
your company. You know the HR representative is interested in learning whether the current
offerings meet your needs, and whether they are suited to your career goals within the
company. Before you go to your meeting, note the types of training courses or workshops
you feel would be most beneficial to you.
My notes

GOAL 26
Promotion policies
Which of the following factors are considered important for promotion at your company?
What other factors would you add to this list?
education / qualifications interpersonal skills
experience in field / industry relationship with superiors
length of employment at company willingness to travel / move
results of performance appraisals availability to work extra hours

What are the top three factors?
Compare your list and top three factors with those of your partner. Discuss the similarities
and differences between your promotion policies.
GOAL 27
Why can't we fill the position?
Role A
You work in HR. Your company has had dozens of positions open for the last year, but has
not been able to find people to fill them.
You feel the basic problem is that the young graduates that you generally prefer to hire are
unwilling to work for the salaries you can offer. Some applicants you have hired recently
have stayed just long enough to learn the skills they need, then they move on to a
neighboring country—where they can earn up to twice as much for the same work. You think
that the company needs to raise its salaries drastically if it wants to attract and retain
employees.
You will be meeting shortly with your colleague who thinks the company should hire older
workers to fill the positions. Before you meet, jot down two or three reasons why your
solution might be better.

Role B
You work in HR. Your company has had dozens of positions open for the last year, but has
not been able to find people to fill them.
You feel the basic problem is your company’s hiring policy. In general, the company prefers
to hire fresh graduates. This applicant pool, however, is prepared to take up jobs in a
neighboring country where they can earn up to twice as much. On the other hand, your
company tends to hire few applicants over 40, many of whom have a better attitude toward
work than their younger counterparts and who are less likely to leave the country for a
higher salary. You think the company should try to hire more people from this applicant pool
and provide them with the on-the-job training and / or skills upgrading they would need to do
their jobs.
You will be meeting with your colleague who thinks the company needs to raise salaries to
hire and retain young people. Before you meet, note two or three reasons why your solution
might be better.
GOAL 28
Personal training and development questionnaire
1. What would you like to learn?
2. What is your goal / purpose for learning this?
3. Do you wish to earn a diploma or certificate?

Yes No
4. How much time per week do you have available?

1–2 hrs. 3–6 hrs. 8–10 hrs. 10+ hrs.
5. What is the ideal course length?

3 mos. 3–6 mos. 6–12 mos. 12–18 mos. 18–30 mos.
6. Which types of courses / delivery methods appeal to you?

University / college courses Live courses Full-time / daytime
Continuing education courses Blended learning Part-time / evenings
Hobby level classes Online / distance learning Part-time / weekends

GOAL 29
What's at risk?
Identify two or three company assets and events that could put those assets at risk. Decide
whether the risk of those events happening is low, medium, or high. Brainstorm ways to
reduce or eliminate those risks.
Asset Event that could put Risk level Risk reduction

asset at risk measures
Present the results of your assessment.

UNIT 31
Describe information security risks

and best practices
to wipe counterclockwise Prefixes of negation: dis-,

hard drive (anticlockwise UK) un-, in-, im-, ir-, il-, non-, anti-, counter-
inadvertently illegitimate
to compromise (a system) illicit
malicious improper
to disrupt irreparable
sensitive (information) irreplaceable
(un)authorized (authorized undetected
UK) unencrypted
fraudulent to log
to trick (someone) into keystroke
doing something patch
username to infect
password flaw
hacking flawed
phishing to dispose of
skimming disposal
malware cybercrime
antibacterial An ounce of prevention is
antivirus worth a pound of cure.
to counteract
My notes
©2018 Berlitz Languages, Inc. Describe information security risks and best practices • Unit 31 | 167
WARM-UP
Describe information security risks and best practices
A friend of mine once bought a computer from I heard once about a doctor who had
a company. When he turned the machine on at inadvertently compromised his username and
home, he discovered that the hard drive hadn’t password when he replied to a spam email. The
been wiped. It contained thousands of email account contained medical and personal
confidential company documents and memos, information for hundreds of patients.
employee names, addresses, and social
security numbers.
What are the threats?
a. any form of malicious software (spyware, Trojans, viruses, worms, etc.) used to
1. hacking disrupt the operation of a computer or mobile device, gather sensitive information, or
gain access to private networks
2. phishing b. the illegal copying of information from a credit card or debit card
c. the use of a computer to gain unauthorized access to data in another computer or

3. skimming
computer system
d. the use of fake emails and fraudulent websites to trick recipients into revealing
4. malware
personal data such as credit card numbers, bank and other account
My notes
168 | Describe information security risks and best practices • Unit 31 ©2018 Berlitz Languages, Inc.
Word Power
Prefixes of negation
anti-: antibacterial antivirus anticlockwise (UK)

counter-: counteract counteroffer counterclockwise (US)
dis-: disable dishonest disadvantage
il-: illegal illegitimate illicit
im-: immeasurable impractical improper
in-: ineffective inefficient insecure
ir-: irreparable irreplaceable irresponsible
non-: noncompliance nonessential nonexistent
un-: undetected unencrypted unstable
Practice
(1) computer maintenance may leave systems vulnerable to attack. Viruses and
other malware can cause (2) damage to computer systems. Some malicious
programs, however, can go (3) , logging keystrokes and stealing data without the
user knowing. Even if (4) software is installed on a machine, it cannot (5)
the latest threats if it is not kept up-to-date, and it can be almost as (6)
as if it were (7) .
My notes
Are we inviting trouble?
• theft or loss of PCs, laptops, mobile • use of unknown or risky software

devices, paper files
• use of counterfeit software
• insecure handling or storage of personal
identity information and other sensitive • insecure disposal and / or reuse of paper
information documents, data storage devices
•
• compromised passwords
•
• software patches and updates not installed
•
• computers infected with viruses
• flaws in proprietary software and

applications
My notes
170 | Describe information security risks and best practices • Unit 31 ©2018 Berlitz Languages, Inc.
PERFORMANCE
An ounce of prevention is worth a pound of cure
According to reports, cybercrime is on the

rise worldwide. As part of a staff
education and awareness campaign, your
Chief Information Security Officer has
asked everyone to do the following:
• identify what they feel to be the

biggest risk factors in their
departments
• suggest ways employees can help to

manage these risks
• provide examples (if any) of actual

security breaches in the past
Be prepared to present your ideas.
ONLINE PRACTICE
UNIT 32
Present the topic(s) of a

presentation
to persuade (someone) to in decline Presentations: Getting started, outlining the

(take a particular to revamp talk, transitioning from one point to the next,
approach) delivering
passing phase
context to encounter
city council
to transition
to pull / withdraw funding
posture (extension
to rehearse activity)
outline to project (extension
to wrap up activity)
WARM-UP
Present the topic(s) of a presentation
Why give presentations?
• Deliver information or news to a group of people at the same time
• Show how a new product, service, or process works
• Persuade attendees to take a particular approach or course of action
• Motivate a group
• Recognize the contributions of a person or a department
• Provide status reports describing the progress of a project or results
• Set business strategies or plans
What do you give presentations about? What’s the purpose of your presentations?
172 | Present the topic(s) of a presentation • Unit 32 ©2018 Berlitz Languages, Inc.
LANGUAGE FOCUS
Getting started
START SIGNAL SELF-INTRODUCTION

Good morning / afternoon / evening. My name’s …, and I’m …
Welcome / Hello, everyone … As most of you know, I’m …
Are we all here? Great. For those of you who don’t know me,
I’m …
PURPOSE CONTEXT
I’m here today to introduce / As you may know, …
demonstrate … As you have heard, …
I would like to recommend / report on / As I am sure you are aware, …
explain …
The purpose of my presentation is to
propose …
Tina,
Thanks for agreeing to show the representatives from the Greenville City Council around the new plant.
You might want to remind them of
• what will be manufactured there
• the official opening date
• the number of people who will be employed
Michael,
I’ve just seen the latest report on the Plaza project, and I must say things still don’t look too good.
Could you please prepare a presentation for the Board, explaining what is going on there? I’m concerned
they may decide to pull funding if they feel it’s a hopeless cause.
My notes
©2018 Berlitz Languages, Inc. Present the topic(s) of a presentation • Unit 32 | 173
LISTENING 69
Opening a session and outlining the talk
Purpose:
1.
2.
3.
George Morgan
Useful Expressions
First, … I’ll start by …
Then, … After that, I’ll go on to …
And finally, … I’ll wrap things up by …
LISTENING 70
Continuing the session and outlining the talk
Purpose:
1.
2.
3.
Allison Carter
LANGUAGE FOCUS
Transitioning
• So, that brings us to my first question. Is there really a
business case for environmental action?
• Let’s begin, then, with a look at Interpro’s current

marketing strategy and who its image appeals to.
• Are there any questions before I move on?
• Now that we’ve established that there is a business case

for environmental action, I’d like to move on to my
second question: what have the government and businesses been doing for the last five
years?
• That takes us to the next part of my presentation: the changing market.
PERFORMANCE
Introducing your topic
You’ve been asked to give a recent presentation (or talk) again but to a different group of
people. Create a new introduction for your presentation. Include the following:
• a starting signal
• the context (or background)
• a self-introduction
• an outline (or overview) of what you will cover
• the purpose of your presentation
• a transition statement to move to your first topic
Be ready to present your introduction.
©2018 Berlitz Languages, Inc. Present the topic(s) of a presentation • Unit 32 | 175
CONSOLIDATE & APPLY
As you know,
deliver consistent, good-quality communications throughout the company.
discuss how we can improve communications within our company.
Finally, I would like to wrap up by
giving examples of communications that have gone wrong and
Hello, everyone. 1
I want to go over a few simple methods for making communications better.
I will begin by
I’ve been asked to study internal company communications.
is to share some of my findings and to
reasons why those communications failed.
Secondly,
talking about some of the systems we need to have in place to
Thank you very much for coming today.
The purpose of my presentation
ONLINE PRACTICE
within this unit): Getty Images, Getty Images, Berlitz ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 33
Present key points in a presentation

the crux of the matter highlighter Presentations: Introducing a key point, making
rethink (n., v.) to express the major point, emphasizing and highlighting
to place emphasis on to signify
to highlight to convey
WARM-UP
My notes
©2018 Berlitz Languages, Inc. Present key points in a presentation • Unit 33 | 177
LANGUAGE FOCUS
What’s your point?
INTRODUCING A KEY POINT Where / How / When / What / Why …?

A critical aspect of this is …
One of the key factors we need to consider is …
MAKING THE MAJOR POINT What I believe / recommend / suggest / propose is …

And here we come to the main point …
This, in my view, is the crux of the matter.
LISTENING 71
1. improved performance?
2. Hong Kong.
3. a rethink of our selling methods.
4. our other new markets?
5. the Pacific Rim.
6. Taiwan and South Korea …
LANGUAGE FOCUS
Emphasizing and highlighting
In particular, …
It’s especially important that …
I’d particularly like to point out …
In particular, we should focus on …
There are a couple of points I’d like to emphasize here

…
178 | Present key points in a presentation • Unit 33 ©2018 Berlitz Languages, Inc.
Your turn!
1. Sales last year were very good. Sales in Mexico were extremely good.
→
2. We have a solid base of loyal customers and our brand image is strong.
→
3. A lot of time and effort has gone into designing this training program.
→
4. We have a solid base of loyal customers and our brand image is strong.
→
5. A lot of time and effort has gone into designing this training program.
→
Gestures
A. B. C. D.
My notes
There are four main categories of gestures:
DESCRIPTIVE EMPHATIC
express ideas of size, shape, place, or reinforce an idea ( )
movement ( )

COUNTING ATTITUDE
signify the different points of an argument or convey the feelings or emotions of the speaker
the steps in a procedure ( ) ( )
1. The market for mobile devices in China is huge.
2. There are three reasons why companies don’t advertise on television: one, it costs a fortune to
make a TV ad; two, high airtime prices; three, it’s wasted on too many people who aren’t their
customers.
3. The matter is finished. We don’t want to hear about it anymore.
4. Could these problems have been prevented? I don’t know.
My notes
180 | Present key points in a presentation • Unit 33 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Presenting key points
Think of a change that has happened recently (or will happen) at your company or workplace.
You have been asked to give a presentation summing up these changes. Create a short
outline that shows three key points you would like to cover in your presentation. For each
point, list two or three pieces of information you would like to place emphasis on. When you
are ready, practice presenting your points with a partner.
ONLINE PRACTICE
within this unit): Berlitz, Age Fotostock, iStockphoto, ©2018 Berlitz Languages, Inc. All rights reserved.
iStockphoto, iStockphoto, iStockphoto
UNIT 34
Adapt a talk for different audiences

homogeneous lecture Defining, rephrasing, explaining, giving examples

assumption hands-on Acronyms (extension)
jargon acute
layperson chronic
definition to edit
to interact to forego
interactive to lock up (cash)
voluntary
WARM-UP
Who do you give

presentations to?

Do you think about your
audience when
preparing your talks?
My notes
182 | Adapt a talk for different audiences • Unit 34 ©2018 Berlitz Languages, Inc.
LISTENING 72
Considering the audience
Who is in the audience?
Why are they there?
What do they know?
What do they expect?
My notes
©2018 Berlitz Languages, Inc. Adapt a talk for different audiences • Unit 34 | 183
LANGUAGE FOCUS
Defining, rephrasing, explaining, and giving examples

1. When checking edits, you will see what is called a diff page;
, a page that shows the differences between the previous version and the current
version of the text.
2. The number of applications running on your computer may affect its performance.
, if your computer is slow and you have a lot of different
programs open at the same time, try closing some of them.

3. Pain may be classified as either acute or chronic. by
this, since people are often unsure of the difference. Acute pain is sharp and comes on – and
usually goes away – relatively quickly. Chronic pain, on the other hand, is pain that continues
over a long period.

4. Opportunity cost is the income you forego by not using a resource or asset in its next-best
alternative. , let’s say you have $10,000 sitting in a
savings account paying 0.75% interest. An alternative could be to put the money in a CD that
pays 2.25% interest. The savings account will earn a little over $75, while the CD will earn over
$225. You decide to leave the money in the savings account because you feel you may need the
cash and don’t want it locked up in a CD. By not putting the money in the CD, you will 'lose'
about $150. That is your opportunity cost.
To put this another way, … In other words, … To give you an example, …

Let me explain what I mean
Lingo and jargon
LINGO USED AT OUR COMPANY JARGON USED IN MY FIELD
PERFORMANCE
Adapting a talk
Think about a talk or a presentation that you have given recently (or plan to give in the future).
• What was the topic of the talk?
• What key points did you cover?
• Who was your audience?
• Why were they there?

You’ve been asked to give a talk on the same topic to one of the following groups of people:
• the people in your department
• a group of people from different departments
• the executive board of the company
• an audience at a professional conference
• reporters at a press conference
• Etc.
Decide what the goal of your presentation to that group would be. Consider the knowledge
and possible expectations of the audience, and then decide how you might adapt the content
and / or style of your earlier talk to suit the new audience. Be ready to present one key point
of your revised presentation.
My notes
©2018 Berlitz Languages, Inc. Adapt a talk for different audiences • Unit 34 | 185
Word Power
Acronyms
Acronyms are words formed from the initial letters or the first parts of the words in a
phrase. They are often pronounced as single words. Some common examples
include:

NATO → North Atlantic Treaty Organization
scuba → self-contained underwater breathing apparatus
laser → light amplification by simulated emission of radiation
Interpol → International Police Organization
radar → radio detection and ranging
ASAP → as soon as possible
Tip! Some acronyms are abbreviations, taken from the initial letters, and pronounced
letter-by-letter. For example: CEO, ATM, WHO, ASAP.
ONLINE PRACTICE
Fotostock
UNIT 35
Take part in a Q&A session

Q&A session sympathetic Reported questions (immediate reporting)

off-topic midrange Uses of to keep. For example: to keep an eye on,
to evade top-of-the-line to keep track (extension)
sales force to keep pace with
to justify
WARM-UP
– … Let’s all work together to make that happen. And

if we do, we’ll all benefit. Now, if you’d like to ask
any questions. … Yes!
– When will the campaign start?
– I’m glad you asked that …
My notes
©2018 Berlitz Languages, Inc. Take part in a Q&A session • Unit 35 | 187
What if …?
• you're nervous • the “question” is actually a statement
• you can’t hear the question • the questioner is angry or upset
• you don’t know the answer • there’s an “expert” in the audience
• you don’t understand the question • one person is asking a lot of questions
• you need time to think • someone asks for information you don’t
have
• no one asks any questions
• someone asks for information you’re not
• the question is off-topic allowed to give
• the question makes you uncomfortable
Staying in control of the Q&A session
▶ Invite questions Are there any questions?

If you’d like to ask any questions, …
▶ Acknowledge That’s a good question.

Thanks for asking that.
▶ Understand Can you explain what you mean by …?

I’m not sure I understood your question …
▶ Restate questions So, what you’re asking is …

In other words, you’d like to know …
▶ Refer back As I mentioned earlier, …

This goes back to what I said before …
▶ Evade questions Interesting point. What do you think?

I’m afraid I’m not the right person to ask about that.
▶ Check answer Did that answer your question?

I hope that answers your question.
188 | Take part in a Q&A session • Unit 35 ©2018 Berlitz Languages, Inc.
Q&A Practice
1. You haven’t said 2. Surely, you can’t design 3. I agree that we need to

anything about what’s in it the same campaign for reduce the staff, but a 25%
for us. What about rewards different countries―they cut?! That sounds
for the sales force? won’t respond the same. unreasonable.
4. Could you show us the 5. I missed the part when 6. Why are some of the new
breakdown of the you said when the new prices so high?
advertising budget? policy will come into effect.
1. rephrase 3. sympathize and answer 5. refer back and answer

2. acknowledge and answer 4. evade 6. clarify and refer back
LANGUAGE FOCUS
Reporting questions (immediate reporting)
You asked when the campaign will start.

You are asking how this year’s figures compare to last year’s.
You’d like to know why we’re closing down the plant.
Your question was whether a decision has been made yet.
My notes
– Are we planning to hire from within?
– In case you couldn’t hear, the question was whether we are planning to hire from within or
not.

– Aren’t the new prices a little high?
– If I understand you correctly, you’re asking why we’re increasing our prices.

– Has the study been done?
– I’m sorry, I didn’t quite hear that. You’re asking whether the study has been completed?

– Will this new policy go into effect soon?
– So, you would like to know when the new policy will go into effect.
PERFORMANCE
A Q&A session
Think about one of the presentations or talks you’ve been working on recently, and get ready
to give it again. What kinds of questions do you anticipate the audience will ask? How would
you handle them?
My notes
190 | Take part in a Q&A session • Unit 35 ©2018 Berlitz Languages, Inc.
Word Power
Uses of to keep
a. appointment b. eye c. going d. secret

e. record f. track g. waiting h. word
1. Mr. Hall is ill and won’t be able to keep his .
2. I have to go. Ms. Duffy is here, and I don’t want to keep her .
3. I promised I would take care of that for you, and I kept my .
4. We won’t stop. We’ll keep until we’ve finished.
5. This is confidential information. Can you keep a ?
6. Our neighbor has promised to keep an on the house while we’re gone.
7. The new system makes it much easier to keep of inventory.
8. Do you keep a of how much you spend each month?
ONLINE PRACTICE
within this unit): Age Fotostock ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 36
Discuss travel issues and concerns

hilly to yield Giving strong advice: cautions and

backpack outbreak warnings: had better, ought to, must … if …,
(rain) gear vaccination to suggest + subjunctive, to reconsider + -
ing, to advise against + -ing
shower insect bite
charming landslide
(travel) alert livestock
civil unrest / war kidnapping
election petty theft
violent civil war
better safe than sorry trusted
infographic relative
app embassy
jet lag consulate
to hydrate immunization
caffeine fluid
alcohol zip-top plastic bag
on one's own to exercise caution
advisory alone
WARM-UP
– Have you got everything?

– Passport, itinerary …
– Did you print out your boarding pass?
– Yes. It’s right here. I haven’t changed any money
yet, though. How much do you think I should take?
– If I were you, I wouldn’t take too much—just
enough for emergencies. For anything else, use a
credit card.
192 | Discuss travel issues and concerns • Unit 36 ©2018 Berlitz Languages, Inc.
LISTENING 73 • 74 • 75 • 76
Better safe than sorry
PAUL IRIS BEN AND LINDA NICOLE
READING
Are there any travel advisories?
The Bureau of Consular Affairs of the US Department of State publishes general information, country-
specific information, announcements, and advisories with regard to travel abroad. A brief scan of the
advisories and warnings for various countries on their website yields a long list of concerns for
travelers. The types of issues raised include the following:
SEVERE WEATHER CONDITIONS: hurricanes, earthquakes, typhoons, blizzards

inadequate medical facilities, need for vaccinations,
MEDICAL FACILITIES AND HEALTH: inadequate clean water, risk of insect bites, disease
outbreaks
TRAFFIC SAFETY AND ROAD
poor road conditions, landslides, livestock on roads
CONDITIONS:
organized crime activity, terrorist threats or activity,
CRIME AND TERRORISM:
kidnapping, petty theft, tourist scams
strikes, demonstrations or disturbances, risks
CIVIL OR POLITICAL UNREST:
during election periods, civil war, political instability
©2018 Berlitz Languages, Inc. Discuss travel issues and concerns • Unit 36 | 193
READING
Pre-travel checklist
Check for travel alerts and warnings

Understand local currency and exchange rates
Learn about local weather, laws, customs, rules of behavior
Visit a doctor: get immunizations (if needed), obtain copies of prescriptions, ask for generic
names of medications
Make sure you have required travel documents: passport, travel itinerary, visa (if required),
hotel confirmation, ticket(s), international driver’s license
Purchase health insurance: know where to get medical help abroad
Make photocopies of travel documents and credit cards: leave a copy with a trusted friend or
relative
Pack wisely: pack light, cover name and address on luggage tags, put medicines / valuables
in hand luggage, pack fluids (including creams, pastes, gels) in carry-on luggage in a zip-top
plastic bag
Get contact information for the local embassy or consulate
LANGUAGE FOCUS
Giving strong advice: Cautions and warnings
You had better

You really ought to → see a doctor before you go.
It's probably not a bad idea to
If I were you, I wouldn't → carry a lot of cash with me.

I don't think you should → carry a lot of cash with you.
You must be especially careful if → you're walking alone at night.

I suggest you exercise caution if
→ going on this trip.

Maybe you should reconsider
I would strongly advise against
194 | Discuss travel issues and concerns • Unit 36 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Have you gotten any travel advice?
A business acquaintance will be coming to your country. She has decided to combine
business with pleasure and after her meetings with you, she wants to travel around
the country for a week. She plans to rent a car. What advice would you give her?
ONLINE PRACTICE
within this unit): Jupiter Images, Getty Images, Getty Images, ©2018 Berlitz Languages, Inc. All rights reserved.
Getty Images, Getty Images
©2018 Berlitz Languages, Inc. Discuss travel issues and concerns • Unit 36 | 195
UNIT 37
Give advice on business etiquette

fashion-conscious smart Formal vs. informal introductions. For example:

manners tailored Allow me to present our CEO, Dr. Cliff Jordan.
form of address rule of thumb Frank, this is Laura Davies. Laura, this is Frank
Wells, our new auditor.
considerate to get something
protocol straight
to put (one's) best foot rank
forward status
stylish
WARM-UP
– My company is sending me to Argentina next week

to meet with some of our clients. Do you have any
tips on etiquette? This will be my first time there,
and I don’t want to embarrass anyone—including
myself!
– Well, in Argentina, they behave more formally than
we do here, unless they’re with friends. Americans
are more casual than people in most other
countries.
– I assume that goes for clothing, too?
– Yes. Argentineans prefer conservative, formal
business attire, but they are quite fashion-
conscious. Your appearance is very important
there.
196 | Give advice on business etiquette • Unit 37 ©2018 Berlitz Languages, Inc.
Do your homework before you go!

1. What is polite or correct behavior in a. Use the right greetings.
one culture may not be in another, so
learn about etiquette for the country
b. Dress appropriately.
you plan to visit.
2. Find out beforehand how casual or

formal the culture (and the company) c. Watch your manners.
is in its general communication and
business style.
d. Use the correct forms of address.
3. Confirm what is considered proper
attire for both business and social
e. Be considerate.
occasions in the country you are
traveling to.
4. The protocol for using first names, f. Be aware of formality levels.

surnames, and titles varies from
country to country. To avoid offending
people, make sure you use them
correctly.
5. Handshakes, kisses, hugs, and bows—

know which ones are used (and when
or when not!) in the country you’re
visiting.
6. Wherever you go, show respect for

what is important to the people of
another country or culture.
Put your best foot forward
business formal smart casual business casual casual / informal
©2018 Berlitz Languages, Inc. Give advice on business etiquette • Unit 37 | 197
LISTENING 77
How should I introduce them?
1. In general, whose name comes first in an

introduction?
a. The name of the person with the higher rank or
status comes first.
b. The name of the person with the lower rank or

status comes first.
2. When introducing a client, whose name do you say

first?
a. It depends on who has the higher rank—the
client or the person you are introducing the
client to.
b. The client’s name is always first.
LANGUAGE FOCUS
Formal vs. informal
Mr. Rutherford, allow me to present my business partner, Jonathan Davies.
Ms. Lee, may I introduce Mr. Hart, our chief financial officer.
Mr. and Mrs. Mitchell, I’d like to introduce my wife, Clara.
Gary, this is Karen White. Karen, this is Gary Summers.
198 | Give advice on business etiquette • Unit 37 ©2018 Berlitz Languages, Inc.
PERFORMANCE
Rules of etiquette
You have just received an email from a colleague of yours in (Los Angeles). You met when
you were in (California) last year.

As you know, I will be visiting your office next month. Since this will be my first time there, I
was wondering if you could give me some tips on business etiquette and attire.
Thanks in advance for your help. I’m looking forward to seeing you again.
Charles

Create a list of “Top 10 Tips” to send to your colleague.
ONLINE PRACTICE
Fotostock, Age Fotostock, iStockphoto
©2018 Berlitz Languages, Inc. Give advice on business etiquette • Unit 37 | 199
UNIT 38
Discuss business culture in your

country
conduct proximity Verb + time collocations (review)

code of conduct time-conscious Expressions with time. For example: It’s just a
eye contact regardless (of) matter of time. The time is ripe.
constant to rule
to speak (one’s) mind faux pas (extension
continuum activity)
WARM-UP
Describe business culture in your country
Business Code of Conduct

Always shake hands when you first meet someone.
Never talk business over the first lunch.
Keep constant eye contact.
Take time to get to know the people you are going to do business with.
Don’t talk about money until you have to.
Speak your mind.

In which countries do you think each statement might apply?
What rules of business behavior are followed in your country?
READING
Communication values
Different cultures place different values on communication. One method for distinguishing between
cultures is to place them on a continuum of low-context and high-context cultures.
Which of the features below best describe your culture?
200 | Discuss business culture in your country • Unit 38 ©2018 Berlitz Languages, Inc.

Low-context cultures High-context cultures
The primary purpose of communication is The primary purpose of communication is to
the exchange of information, facts, opinions. form and develop relationships; for that,
contextual information is needed.
People from low-context cultures People from high-context cultures
• are very direct and informal • are indirect and formal communicators
communicators
• tend to talk around a point
• tend to get right to the point
• provide information that may lack
• place great emphasis on the accuracy of essential details
the message
• use body language and physical
• need all the information in order to make proximity / distance to establish
a decision relationships
• like verbal communication • depend less on the spoken word and

rely more on what is unsaid
Word Power
Expressions with time

People from English-speaking countries tend to be very time-conscious. As you
know, we can have, make, gain, find, lose, spend, and waste time. There are also
many common expressions related to time.

1. It’s just a matter of time. a. Everything gets better with time.
2. The time is ripe. b. It will happen sooner or later.
3. Time flies (when you’re having fun)! c. It’s important to act quickly.
4. Time heals all wounds. d. Now is the time to act.
e. Time seems to pass quickly when
5. Time is of the essence.
you’re busy.
6. Time waits for no man. f. You can’t stop time. Life goes on.
©2018 Berlitz Languages, Inc. Discuss business culture in your country • Unit 38 | 201
LISTENING 78 • 79
Time rules
Situation: A meeting was scheduled to start at 11:00. It’s 11:15. Paulo is not there yet.
Jonas Marcel
Observation made: Observation made:
Interpretation given: Interpretation given:
Conclusion drawn: Conclusion drawn:
Action taken: Action taken:
“Monochronic” cultures “Polychronic” cultures
• Time is measurable; a limited amount is • More time is always available.

available.
• Time is a tool, which can be adjusted to
• The needs of people are adjusted to suit suit the needs of people.
time—schedules, deadlines, and so on.
• Tasks may be done simultaneously, as
• Tasks are done one at a time and required by circumstances.
finished before another is started,
regardless of circumstances. • Flexibility is valued.
• Punctuality is valued.
PERFORMANCE
Doing business in …
You work for the Department of Commerce in your country. The government is actively
campaigning to attract more international trade and investments. You have been asked to
create a fact sheet on doing business in your country, focusing on typical business behavior
visitors should expect. Try to come up with at least four points, with practical examples.
Where appropriate, add reasons or explanations to your points. This information will be
posted on the Department’s website.
CONSOLIDATE & APPLY
What Karla said: What Larry understood: What Karla meant:
1. That’s an interesting point.

2. We’ll try our best.
3. It would be difficult.
4. I know a little about this.
5. Can we move on to the
next point?
6. We understand your
proposal very well.
©2018 Berlitz Languages, Inc. Discuss business culture in your country • Unit 38 | 203
Larry (low-context)
Whew! It’s still possible. I guess she’s ready to go. They’re considering our
opinion.
It’s good to know you have They will at least put some Great! Now we can really
some background effort into this. get down to business.
knowledge.
Karla (high-context)
I’m an expert, but I’m too I disagree with you. Don’t expect much.
polite to say so.
No. We don’t like it. I need to consult with the

others.
ONLINE PRACTICE
within this unit): iStockphoto, iStockphoto ©2018 Berlitz Languages, Inc. All rights reserved.
UNIT 39
Describe a travel experience

border control thoughtful Comparisons with like, as if, as

armed attentive Expressions to describe helpfulness: to go out of
maze (conversation) snippet one’s way, to go the extra mile, to bend over
aide a fish out of water backwards, can’t be bothered, to barely lift a
finger
WARM-UP
– How was your trip to Vienna, Melissa?

– It was perfect—the city, the weather, the people …
especially the people at the hotel.
– Really? What did they do?
– Well, it was my first time in Austria, you know. The
hotel employees went out of their way to be helpful
and make me comfortable. And the view was
incredible!!
LISTENING 80 • 81 • 82 • 83
Conversation snippets
TOM HELEN STEVEN ERIN
©2018 Berlitz Languages, Inc. Describe a travel experience • Unit 39 | 205

TOM
HELEN
STEVEN
ERIN
LANGUAGE FOCUS
Making comparisons with like, as if, and as
like We use like to say the manner, behavior, or appearance of one thing is similar to
that of another.
In a strange new culture, we are like fish out of water. (But we aren’t fish.)
The hotel staff treated us like royalty. (But we aren’t royalty.)
as if We use as if the same way as like. Notice that as if is followed by a noun + verb.
They welcomed us as if we were family. (But we aren’t their family.)
as We use as to say that the two nouns are equal or have the same function.
The head of the company acted as our host. (He was our host.)
We traveled together as a family. (We are a family.)
Was the staff helpful?
VERY HELPFUL NOT HELPFUL

went out of their way didn’t even try
They went the extra mile to help us. They couldn’t be bothered to help us.
bent over backward barely lifted a finger
– How was your visit?

– Terrific! The staff really went the extra mile to make sure everything was just perfect.

– How did the meeting go?
– Terrible! Most of the staff couldn’t even be bothered to come.
206 | Describe a travel experience • Unit 39 ©2018 Berlitz Languages, Inc.

PERFORMANCE
How is everything?
You are away on a trip, and right now you are in your hotel room. You are expecting a friend
or colleague of yours to call. He / she is sure to ask how things are going. What will you tell
him / her? Things to consider:
• the travel • the hotel
• the location • the places you’ve been
• the people you’ve met • your impressions
My notes
©2018 Berlitz Languages, Inc. Describe a travel experience • Unit 39 | 207

Culture Corner
Culture Corner: Tipping

Tipping practices vary widely around the world. In some countries, tips are expected
and people may become offended if they don’t receive them. In other countries, tips
are not expected, but appreciated when received. And in still other countries, tipping
is actually considered offensive.

Below are some tipping recommendations for the United States.
What’s the tipping practice in your country? What’s the practice in countries you have
visited?

Bellperson $1–$2 per bag Taxi driver 15–20% of total fare
Room service 12–15% gratuity, usually Restaurant servers 15–20% of pre-

included in order tax bill
Housekeeping $1–$5 per night Bartender / cocktail waiter or waitress

10–15% of total tab
ONLINE PRACTICE
within this unit): Age Fotostock, Getty Images, Getty Images, ©2018 Berlitz Languages, Inc. All rights reserved.
Getty Images, Getty Images
208 | Describe a travel experience • Unit 39 ©2018 Berlitz Languages, Inc.

UNIT 40
Review
OBJECTIVES LADDER
Now you can …
Discuss business culture in your country
Present the topic(s) of a presentation
Describe information security risks and best practices

PRACTICE
GOAL 31
dis-, un-, in-, im-, ir-, il-, non-, anti-, counter-
1. I’m sorry, there’s nothing we can do. This device is reparable.

2. To download the driver, you may need to able your virus software.
3. The scan found several suspicious files that had previously gone detected.
4. proper maintenance is a major cause of computer security issues.
5. Passwords that are too short or too obvious are secure.
GOAL 32
What's the right order?

a.
And finally, I will distribute pedometers to each of you and demonstrate how they work.
b.
After that, I will show you how to tracking and reporting your weekly results.
c.
I’m going to talk about our annual “Step into Fitness” competition.
d.
First, I will briefly go over why the company holds this competition each year, what the
goals are, and of course, tell you what the prizes are!
e.
Now, if there are no questions, let’s look at why the company introduced this competition.
f.
Hello, everyone. For those of you who don’t know me, my name is Jane Maddox.

GOAL 33 84
Production update
at our production plants is quality.

? Because bad quality is expensive. Scrapped products are a waste of
resources and time; products returned or refused by customers, not only cost us money, they
damage our reputation. : we cannot afford bad quality. We
have to get it right the first time.
Now, conducting monthly quality audits. This would allow
us to catch and correct problems early. , it would help us
track our improvement over time.
GOAL 34
Rephrasing, defining, explaining

1. When considering how to improve performance, we can either use a carrot or a stick;
, we can either give incentives to encourage better
performance, or we can punish poor performance. , we
can address the issue of performance proactively or reactively.
2. by proactive and reactive. If we act proactively, we try
to deal with a problem before it even happens, , we try
to avoid the problem all together. If, on the other hand, we respond reactively, we deal with
problems when they occur – and we try to limit that damage that has been done.
3. : a typical proactive measures (or carrots) used in sales
are offering a commission based on the amount sold or a bonus for reaching a set target;
reactive measure (or sticks) might be something like reducing a sales rep’s territory or to
handing over the best customers to another sales rep if sales targets are not met.
To put it another way To give you some examples in other words in other words
Let me explain what I mean

GOAL 35
Expressions with to keep

1. I have to go out for about fifteen a. It’s hard for our clients to keep track
minutes. of where we're located.
2. How do we know our customers like b. Do you think you could keep an eye on
the product? the front desk for me?
3. Oh, no. You didn’t tell Gladys about c. You know she can’t keep a secret!
this did you?
4. Does the company have to move d. But you must keep accurate records
again? about your mileage and costs.
5. We will reimburse you for your travel e. Because it keeps selling really well.
expenses.
GOAL 36
Good advice
1. You had better whether you need any vaccinations.
a. check b. to check c. checking
2. I suggest you careful if you’re carrying valuables.

a. are b. be c. to be
3. It’s probably not a bad idea travel insurance.

a. get b. to get c. getting
4. Maybe you should reconsider there this month.

a. go b. to go c. going
5. They advise against the tap water.

a. drink b. to drink c. drinking

GOAL 37
Formal and informal introductions

1. You are introducing your new secretary and your CEO.
a. Mr. Williams, may I introduce Sara Collins, our new secretary.
b. Sara, may I introduce Mr. Williams, our CEO.
2. You are introducing a client, Ms. Pratt, and your CEO.

a. Mr. Williams, allow me to present Ms. Pratt, the head of purchasing at Top Time,
Inc.
b. Ms. Pratt, allow me to present Mr. Williams, our CEO.
3. You are introducing a client, Kate West, and a colleague.

a. Kate, I’d like to introduce my colleague, Frank.
b. Ms. West, I’d like to introduce my colleague, Frank Peterson.
4. You are introducing your brother and a colleague of yours.

a. Jeff, this is my colleague, Brenda Summers. Brenda, this is my brother, Jeff.
b. Brenda, allow me to present my brother, Jeff. Brenda is a colleague of mine
GOAL 38
Expressions with time

1. By when do they need an answer? a. If you ask me, it was a complete
waste of time.
2. Do you think we could meet b. I don’t think so. We lost a lot of time
tomorrow? when Beth was ill.
3. Are we going to make the deadline? c. You know what they say: Time flies
when you’re having fun!
4. Five o’clock?! Tell me that is not the d. Of course you will. It’s just a matter of
time! time.
5. I’m never going to learn how to use e. Well, their offer expires next week, so
this thing! time is of the essence.
6. Well, that wasn’t a very informative f. I’m quite busy, but I’m sure I can find
meeting, was it? time for you.

GOAL 39 85 • 86 • 87 • 88
How was your trip?

1. The flight crew treated me .
a. as if I were a VIP passenger b. as if I weren’t even there
2. The taxi driver to help me.

a. barely lifted a finger b. bent over backwards
3. The staff to make my trip a pleasant one.

a. couldn’t be bothered b. went out of their way
4. We worked , but we got the job done.

a. as dogs b. like dogs
My notes

YOUR TURN!
GOAL 31
It's a security risk!
Role A
You and your colleague are writing an article on avoiding information security risks for an
upcoming staff newsletter. Your task is to put together a DOs and DON’Ts list on the
handling and disposal of paper documents that may contain sensitive information (names,
addresses, company data, etc.). Your colleague is working on a different list. When you are
done, meet with your colleague and discuss your lists.
Examples of sensitive documents:

DOs DON'Ts
Role B
You and your colleague are writing an article on avoiding information security risks for an
upcoming staff newsletter. Your task is to put together a DOs and DON’Ts list on the
handling of suspicious email. Your colleague is working on a different list. When you are
done, meet with your colleague and discuss your lists.
What makes an email suspicious?

DOs DON'Ts

GOAL 32
Introduce your topic
You’ve been asked to give a presentation on a topic of your choice at the next “Lunch and
Learn” event. Draft the introduction for your talk.
Introduce yourself:
Say what the topic / purpose of the talk is:
Say what you will cover:

1.
2.
3.
Transition:
GOAL 33
The key points of a presentation
As part of a new employee training, you are going to give a presentation on a task you do
regularly. You have already written the introduction and overview, and are working on the first
section. Create an outline for this section of your presentation. Note the key point you want to
make and the information you want to highlight or emphasize.
Key point 1:
Information to highlight / emphasize:

a.
b.
c.
Transition into Key point 2:
When you are ready, practice presenting this point to a partner.

GOAL 34
It's a different audience this time
You and a colleague have been asked to give a presentation on your activities at work for the
past month to (1) the people in your own department, and (2) the senior management of the
company.
Would the goal of the two presentations be the same or different?
Would you use the same or a different style?
How might you have to adapt your presentation for the senior management?
With your colleague, discuss how you would adapt your presentation for the two different
audiences.
GOAL 35
Q&A session
It’s time again for the annual Career Fair in your city. You will be giving a short talk on the
advantages of working for your company. At the end of your presentation, the audience will
have the opportunity to ask you questions. You are now preparing yourself for the Q&A
session. Write down five questions you think you might be asked.
1.
2.
3.
4.
5.
With your partner(s), practice handling these questions. When you take a question, remember
to acknowledge the question, repeat or rephrase the question, and then respond to the
question.

GOAL 36
Travel concerns
Role A
Your company is sending you to Arcania, a small island in the Pacific, where you will help
train some local contractors. You’ve never been there before (in fact, you’d never heard of it
until you were told you are going there), but a colleague of yours has. You want to ask your
colleague about any travel issues or concerns you should be aware of. Before you talk to
your colleague, write down some questions you’d like to ask about:

Travel documents:
Weather:
Vaccinations:
Health issues:
Places to avoid:
My notes

Role B
Your company is sending a colleague of yours to Arcania, a small island in the Pacific. Your
colleague has never been there before, but you have. Your colleague wants to ask you about
travel issues or concerns he / she should be aware of. You’ve started making a list of things
you remember from your trip. Add two more items.
• Yellow fever vaccination certificate was required when you were there; your colleague
should check with his / her own physician about this and other vaccinations.
• A visa is required for entry and must be applied for in advance (the company will do
this).
• Passport must be valid for six months from date of arrival on the island.
• Avoid the northern part of the island (isolated jungle, freedom activists fighting there);
check Foreign Ministry website for updates.
• The weather is very hot, sunny, and humid this time of year. The mosquitoes are
terrible. Malaria prevention?
• Avoid eating fresh fruits and vegetables washed in tap water. Drink only bottled water.
My notes

GOAL 37
What's the etiquette?
You are attending a cross-cultural training being held at your workplace. In your first session,
you will be comparing business etiquette in different countries. Fill in the information below
for your country, adding any other aspects of business etiquette you feel are important. Think
about how your business etiquette compares with the etiquette you have observed (or are
aware of) in another country.
Greetings:
Formality levels:
Forms of address / use of
titles:
Business attire:
:
:
Your session is starting. Share your information and observations with the other participants.
My notes

GOAL 38
Business code of conduct
FR [email protected] FR
TO [email protected] TO
SUBJECT Business culture questions
SUBJECT
Dear ______,
Before I come for my visit next week, I was
wondering if you could answer a few
questions for me about business culture in
your country.
1. I tend to be quite direct and informal
when speaking with colleagues. Will this
be a problem?
2. Should I expect people to arrive at the
stated time for meetings and
appointments?
3. During meetings, should I get down to
business right away, or should I spend
time getting to know people and building
relationships?
4. Will people expect lots of facts and
information before making a decision?
5. Are deadlines considered to be fixed or
flexible?
If you have anything else you would like to
share with me concerning differences
between our business cultures, I would
appreciate it.
Looking forward to seeing you again.
Karen White
Director, North American Operations

GOAL 39
Let me tell you about the trip!
Role A
You have just returned from a trip and are thinking about how it went. Write down your
impressions of:
• the travel experience
• your accommodations
• the place(s) you visited
• people you met
My notes

Role B
A colleague of yours has just returned from a trip. You want to find out how it went. What
questions can you ask about:
• your colleague’s travel experience
• the accommodations
• the place(s) your colleague visited
• people he / she met
Call your colleague and ask about the trip.
Business English 7 (GBE) Complete

©2018 Berlitz Languages, Inc. All rights reserved.
AUDIO SCRIPT
Unit 1. Negotiate a budget increase

1
– OK, Bridget, those plans sound fine. So, where exactly do we stand on the
advertising budget?
– Well, last year, we believe our campaigns were very successful. An excellent
balance of the three classic factors: message, medium, and timing.
– And money?
– Well, of course, Stephen, if we don’t have the money, we won’t get very far.
– But you got far enough with last year’s budget, didn’t you?
– We certainly did, but my main concern is that if we try to stretch the budget too
far, then we risk coming away without any results. Advertising campaigns must
be regular and effective to reach their target. And for that …
– You need money! OK, OK. So, last year, the figure was $350,000. You just told
me it was enough to achieve your objectives.
– It was the budget we had. If we had had more, we could have done more.
– So, what are you asking for next year?
– Well, we estimate we need $500,000 to continue. Anything less would
seriously impact our efforts to deliver.
– But, Bridget, that’s nearly a 45% hike! I’m afraid that’s out of the question.
– Well, let’s talk about this company’s objectives. You’ve always said that the
company would make the necessary investment in advertising if we could deliver
the goods. I’m saying that’s how much we need to do that.
– And I’m saying your figure is too high.
– OK, so let me ask you—what figure did you have in mind?
– $380,000. That’s a very fair percentage increase.
– Stephen, I’m not here to argue percentage points. I just want what’s best for
this organization. Without this budget, we’ll have to completely rethink our
marketing plans.
– Listen, Bridget, I don’t mean to be negative, but we have to come up with a
figure we can both live with.
– I can probably make do with $380,000, but I certainly won’t be able to
implement all of our plans.
– Well, we all have to trim a bit here and there.
– Stephen, at the very least I need $440,000.
– Look, Bridget, please don’t think that I’m against your advertising efforts, but
it’s my job to keep this company on target for steady growth.
– I accept that. We all share the same goals.
– OK. Can you accept $400,000 and still implement your plans?
– Well, it’s not going to be easy, but yes, Stephen, I suppose I can live with that
figure.
– Good, so now tell me some more about the proposed TV campaign. You know,
I was very impressed with the initial …
Unit 2. Present financial information

2
I need to review a summary of the overall financial position of the business at
the end of the last quarter.
©2018 Berlitz Languages, Inc. Audio Script | A-1

3
How much money did we have to spend in order to make a profit this year?
4
Are we turning profits into cash? And how are we spending our cash?
5
I want to see some proof that we’re turning a profit.
6
Will that show the difference between what we owe our creditors and what we’ve
invested in the business?
7
I would like to know more details about the money coming into and going out of
the company over the last six months.
Unit 3. Compare investment options

8
– Stan, I’ve just been looking over the balance sheet.
– How do the figures look to you, Peter?
– Overall, they look good. But we could make a few improvements, especially in
our cash management.
– You think we have too much cash on hand?
– According to the balance sheet, we have $660,000 on deposit in various
checking accounts. Isn’t that a lot to be holding in checking accounts? Surely we
could make that money work harder for us.
– It is a rather large amount, yes.
– I suggest leaving only what we require for day-to-day expenses in the checking
accounts. The rest should be invested in short-term securities.
– In fact, depending on what we invest in, those excess funds could provide us
with returns of as high as 8 or 9%. I’ll start looking into it right away.
Unit 4. Discuss the importance of brands

9
In a highly competitive marketplace, a strong brand image can mean the
difference between success and failure. Look at that picture of a hamburger.
What’s the first name you think of? (HomeBurger) A strong brand image is a
symbol that communicates much more than just a name or a clever slogan—it
communicates the very essence of what a company has to offer the public.

A strong brand image instills confidence in customers. It promises reliability,
stability, and authenticity. Because those attributes are associated with the
brand, cheaper alternatives will be easier to resist. So, a strong brand can help us
defend our position in highly competitive times, as well as promote success in
profitable years.

Take Fine-Cola, for example. Well, we all know what the Fine-Cola brand stands
for and we know what it promises: high-quality refreshment. In fact, the brand is
so powerful that the public can turn hostile if the product is tampered with. For
example, during the 1980s, the taste of their number one product was briefly
changed. The public did not respond well; they felt that the brand they loved had
been changed too much and they let the company know how they felt. As a
result, Fine-Cola went back to its original formula and continued the brand’s
A-2 | Audio Script ©2018 Berlitz Languages, Inc.

success around the world. However, a strong brand allows companies some
flexibility, within reason, to adapt to change without upsetting customers and, of
course, allowing them to attract new ones. So, when a market changes, brands
can change with it through strategic advertising.

In Britain, a drink called Sprintade did just that. No one tampered with the taste
or the ingredients, just its image. For years, it was advertised as a comfort to the
sick and to people with low energy. Now it’s sold to young, active, sporty types—
a radical overhaul achieved through careful advertising, based on a strong brand
image. And if you aren’t a young, energetic, sporty type, Sprintade can now help
you feel like one.

So, a brand’s image can be based on a concept or an idea. As Charles Volner,
founder of the cosmetics giant, said, his company didn’t just sell makeup—it sold
hope. But is that enough? No, a brand has to be built on a quality product or
service. If the public trusts your brand, then the public trusts you and that adds
meaning to what we do.
Unit 5. Define your brand

10
Fish Delights is the first in a new generation of family favorites that we’ll be
launching—products that will give consumers the chance, and the desire, to
serve fish more often.
Fish Delights consists of flaky puff pastry packed with prime white fish and a
delicious sauce of either Swiss cheese or creamy mushroom. It comes in a 400-
gram, two-pack at an unbeatable price wherever frozen foods are sold.
Considering how popular pastry is in this country, you would think that there
would be a fish-in-pastry product somewhere out there, but there isn’t. There are
several fish-pie products … but they’re not in the sector we’re concerned with.
There is a noticeable gap in the marketplace. Consumers like pastry and they
want to eat more fish. We’ve simply put those two elements together to create
Fish Delights.
Fish Delights is family food for use, for example, at mid-week evening meals.
Families in our target market are probably buying our breaded fish sticks already,
but they’re on the lookout for pastry products.
Fish Delights was created to meet that need. We have capitalized on the public’s
demand to eat more top-quality fish, and we’ve wrapped it in a delicious sauce
and light pastry, designed like the Japanese sweet, taiyaki.
Now, I’m sure you’d like to see the market research that was done by Global
Marketing …
11
PrimeNet: the very best, and nothing but the very best.
12
If you require reliability and responsiveness, you require PrimeNet.
13
PrimeNet, supplying customers with super-satisfying service and no nonsense
since 1976.

Unit 6. Discuss brand protection
14
– Good morning, Mr. Crawford. This is Charles Campbell, President of Play Town.
I suppose you know why I’m calling.
– Yes, Mr. Campbell. I assume you’ve received the letter from our legal
department.
– It’s right here in front of me. Let’s see now … Audible Perfection is threatening
legal action against Play Town unless we stop the manufacture and sale of our
Play Machine. You can’t be serious, Crawford …
– I couldn’t be more serious. Your product has been copied directly from AP’s
Games Master. Its technology was developed by AP and we hold patents on it.
– Now, hold on a minute, Crawford! The devices may be similar, but they’re not
identical. If you sue us, we’ll sue you for damaging the good name of our
company. I’d think about that if I were you.
– I am. I’m also thinking that all this could be very expensive. Let me remind you,
Mr. Campbell, Audible Perfection is not a small company. We have a patent
infringement on our hands, and we’ll spend whatever it takes to protect our
product.
– Look. Play Town’s a small firm. Why make all this trouble over a little game
machine?
– I’ll tell you why. AP has a lot riding on the Games Master. But more than that,
we have to show our competitors that AP is willing to fight for its rights.
– Listen, I’m sure we can …
– Now, it’s your turn to listen, Mr. Campbell! I’m not finished. As I was saying,
we’ll pay whatever it costs to set an example here and now. Maybe it’ll
discourage future attempts by others who think they can infringe on AP’s
patents.
– But we haven’t infringed on anything!
– Well, we think you have. And once this gets to court, we’ll prove it.
– Listen, I’m sure we can reach a friendly settlement out of court.
– All I can say at this point is that you have our letter requesting that you stop all
further manufacture and sale of your device. The next move is up to you.
Unit 7. Discuss consumer protection and describe an incident

15
We once received a very official-looking letter stating that, according to the law,
our company was required to register, and that failing to do so could mean
thousands of dollars in fines. The letter then went on to say that we had until a
certain date to pay a $100 fee. I know about the registration requirement—we
pay a small fee to the appropriate government office every year for this.
However, this letter seemed to imply that there was some new regulation
involved. I was soon on the phone to my accountant, asking her what she knew
about it. She told me to send her a copy of the letter … and it was when I was
doing this that I noticed, on the back of the letter, in very faint gray lettering, a list
of terms and conditions that referred to “the buyer” and “the seller.” This seemed
suspicious to me. I then did a quick Internet search, where I came across a fresh
news item about a scam and this fake government agency. I threw the letter
away, but I can’t help wondering how many small business owners did pay up,
not realizing the letter was bogus.

16
A friend of mine told me about a time when she bought a package of sliced ham
at a grocery store. When she got home, she opened the package and
immediately realized the meat had gone bad. She then looked for the sell-by
date. At first, she couldn’t find it, but then she noticed it had been covered up
with a price sticker. When she peeled the sticker off, she saw that the package
should have been sold over a week earlier. Needless to say, she hasn’t been back
to that store since.
17
I remember an incident involving my brother when he was a kid. Back then, he
used to collect stamps. One day, he ordered a set of stamps he’d seen advertised
in a magazine. The cost was $1, so he sent the cash with his order. He thought
he was ordering just that one set and was delighted when his new stamps
arrived. But then, new sets started arriving every month and, with each set, a bill
for $9.95. It turns out, he’d signed up for some subscription. Of course, he had
the option of sending the sets back if he didn’t want them, provided he paid the
return postage. It took a very angry phone call and letter from our father to get
them to cancel the subscription.
18
One of the things that bugs me most concerns the sales flyers we get from the
supermarkets around here. I can’t even count the number of times I’ve seen
things advertised but then, when I get to the store to buy a particular item, it isn’t
available anymore. This could just be a coincidence―I mean, maybe they really
do run out of the item before I get there. But honestly, I think they do this just to
get customers into the store, knowing that once they are there, they will buy
something, even at regular price.
Unit 8. Describe product distribution and sales

19
– Welcome back. We now continue our discussion on the future of retail with
Sandy Mason, a researcher at Mason and Jefferson Opinion Research. What do
you think, Sandy? Are brick-and-mortar retailers in danger of dying out?
– Oh, no, not at all—even though it may seem like that if we personally make
many of our purchases online. But according to a recent Census Bureau report,
e-commerce still makes up less than 6 1/2% of total retail sales.
– But that trend is growing, isn’t it?
– Most definitely. In fact, in the same report, we can see that year-on-year growth
for the entire retail industry was 4.4%, while e-commerce grew by almost 16%.
– That’s quite an increase.
20
– That’s quite an increase.
– Yes, it is. And the penetration of devices such as smartphones and other
wireless devices into the market and the growth of m-commerce are contributing
to that rise.
– Do people really use their phones to shop? Personally, I find the screen too
small for me to see clearly what it is I’d be buying.
– Screen size is probably the most common complaint when it comes to using a
phone for making purchases. What is interesting is how people are using their
phones to shop. And in some ways, this can even drive in-store sales.
– Could you give us an example?

– Sure. The big advantage of using a mobile device is shopping spontaneously
while you are out. You can be in a store, see something you like, and then use
your phone to look up reviews of the product. Or you can look to see if there’s
another store nearby that offers the same product at a better price. Alternatively,
you can snap a picture of an item you want and show it to the sales staff to give
them a clearer idea of what you’re looking for. On the flip side, however, is the
practice of showrooming.
– Showrooming?
– Showrooming is the practice of examining or trying on a product in a store and
then buying it online for a lower price.
– That must make some brick-and-mortar retailers crazy.
– I imagine it does. But for consumers it solves one of the traditional problems
of e-commerce; namely, not being able to touch, feel, try on, or try out the
product you’re interested in before buying.
– Any last words of advice?
– I think it’s important for retailers to keep in mind that consumers today are
much savvier about products, prices, and quality. Most people do some research
before making a purchase, especially major purchases. They use the Internet to
look around, compare prices, and get reviews of comparable products before
making an informed decision about what and where to buy.
Unit 9. Discuss buyer incentives

21
Welcome back to Your Business Today. In this part of the program, we’ll be
looking at various pricing strategies. With us is Dr. Kenneth Woodward, professor
of Marketing at Springfield University. Dr. Woodward, before deciding on a
strategy, what should the seller keep in mind?
– When devising a pricing strategy, it’s important to do your research. You have
to know who your intended target customer is, what the competition is charging,
and what image you want to project.
– Your image?
– Oh, definitely. How you price your product will have an effect on customers’
opinion of the product. People expect, realistically or not, that the higher the
price, the better the quality. One of the goals of premium pricing is to promote or
maintain this type of image, and it is targeted at customers who are willing to
pay a higher price for what they feel is a better product. At the opposite end of
the pricing scale is economy pricing, which targets price-sensitive consumers.
This strategy is used extensively for generic products, no-name brands, and
store brands.
– What about pricing strategies for new products?
– One of the most common strategies used when entering a new market or
launching a new product is penetration pricing. The price is set low in order to
attract new customers or gain market share. Once market share begins to grow,
however, the price is raised.
– And the other strategy for introducing a new product?
– It’s called skimming. A new product is introduced at a high price, which then
decreases—sometimes very significantly—as the product gains market share.
This is a strategy used a lot in the electronics market, for example. Skimming is
aimed at consumers who want the latest version of something immediately—the

so-called “early adopters”—whose desire to have the product outweighs any
desire for economy.
– I think we have time for maybe just one more strategy. What about pricing
specifically for the online market?
– One very successful strategy that has emerged online is the freemium model.
– Freemium?
– Yes. The word is a combination of free and premium, and you’ve probably seen
it all over the web. A company offers a free product or service with basic or
limited features, and for a price, you can buy access to more services or more
advanced features.
– Like website hosting services or shopping sites that offer free shipping if you
pay a fee upfront?
– Exactly.
– Well, thank you very much for joining us today Dr. Woodward …
Unit 10. Review

22
Take a look at this chart. The red bars show the amount we spent on advertising
during each of the past five years. The blue bars show our sales revenues for
those same years. As you can see clearly, our advertising expense has risen
significantly during this period—but there has been very little increase in our
revenues. This seems to suggest that our advertising efforts are ineffective, even
though we are spending more and more each year.
23
Number 1. As children, we would look through the holiday catalogs and pick out
the presents we wanted.
Number 2. Charlotte loves crossword puzzles. She will sit and do them for hours
and hours.
Number 3. You think we’ll be able to get everyone in here? I think we need a
bigger room.
Number 4. I will happily proofread your report, but I won’t rewrite it for you.
Number 5. What time do you think you will get here?
Number 6. We were disappointed because our supervisor wouldn’t give us
permission to leave early.
Unit 11. Discuss sales techniques

24
– OK, you’ve been selling our brand of cars for a year now. Tell me what you’ve
learnt about selling.
– I’ve learned to let the cars be the focus.
– And why is that?
– Because often potential buyers come in with a pretty good idea of what they
want. They’ve been on our website. They’ve done their homework.
– So your role is …?
– To listen to them. Make them feel comfortable. Build a relationship. Schmooze
a little—just kidding.
– Schmoozing is good—if it helps build a relationship.
– I’m finding more and more that my role is to help prospective customers solve
their problems.

– You should avoid words like problems. Keep it upbeat; use positive language.
Make it exciting.
– And we’re not supposed to talk about the price of the car; we should call it an
investment, right?
– I find that many prospects are unrealistic about price, I mean, their investment.
I tell them what I would do is …
– Hold on there! I suggest leaving the I out of it. Selling is not about you and your
taste or your wallet. It’s all about them—the prospects. Also, remember, only a
small part of the prospect’s message comes from the spoken word. How do you
get the rest of the message?
– Oh … body language. I can tell pretty quickly from the prospect’s walk if he, or
she, is serious about buying or not.
– Tell them they look as if they’re ready to own one of our vehicles. If they
respond to that, you’re ready to close.
25
– Just think how good you’ll look driving down the street in this car!
– I don’t know. I think it might be a little too expensive for me.
– Think of it as an investment. I guarantee you’ll love it.
– It’s not very practical, though. I need something that the whole family can use.
– It does seat four comfortably, and you can’t beat the gas mileage.
– Well, I’m interested, but I’m going to have to think about it.
– We have a special sale going—$1,000 off new car purchases—but it’s for today
only.
– I don’t think I’m ready to buy today. I’m going to have to think about it.
– Well, just make sure you decide before the end of the week. The price we
discussed was based on a special sale of $1,500 off the regular price for all new
buyers. It ends in just a few days.
26
– Can I help you?
– Yes, thanks. I’m looking for something to wear to an office party, but I want to
be able to use it for other occasions, too. I want to look professional, but casual.
Do you have any recommendations?
– Sure. This outfit over here is very popular.
– Hmm. It’s nice, but not exactly what I’m looking for.
– How about this? It’s a new style this season and would look very good on you.
– You think so?
– Definitely. We also have something here that I think you might like. What do
you think of this?
– Oh, I like that, too. Hmm … now there are too many choices.
– Well, before you decide, why don’t we look at one more thing. This is one of my
personal favorites. What do you think?
– Yes, that’s nice.
– Well, why don’t I help you find everything in your size? Then you can try them
all on to see what looks best and is most comfortable.
– That’d be great, thanks.
Unit 12. Negotiate a sale

27
– The XT3000 is quite a machine, don’t you think?

– Yes, it certainly is.
– And the price is fairly reasonable.
– So, how much is it?
– Just over $500,000 per unit, plus installation and set-up costs.
– Half a million dollars—that’s a bit steep. And for our needs, the Synertechs
machines would do just as well, and their asking price is just under $300,000.
– Yes, but they’re actually very different machines. Ours has many more features
and functionalities than any of the Synertechs models. Our machine is faster and
allows you to run shorter scan times and have higher-quality images.
– Well, that may be, but to be honest, we don’t need all those extras. What we
need right now is a basic MRI machine and reliability.
– Right now. But think about the future. I mean, you are planning to expand your
imaging services at some point, I suppose?
– Of course.
– This machine would allow you to do that. The Synertechs machine can’t do
that. You would have to invest in an additional machine and pay for the
installation and set-up costs again.
– True. But the most we could offer right now is 400k per unit.
– Ah, Jack. You can’t be serious! I know we’ve been friends for a long time, but
there’s no way I can give you a 20% discount. 10%, maybe. Remember, I have to
make a living, too!
– Well, we might go a bit higher if we can take delivery by the end of the quarter
and if you provide training for the staff.
– Hmm. We should be able to do that. I’d have to double check our delivery
schedules.
– Fine. I need to talk this over with my medical imaging and finance directors
anyway. How about I call you next week so we can discuss this further?
– All right. And I’ll send you a quote later today.
Unit 13. Describe your career path

28
My career path has been pretty straightforward. Ever since I was a kid, I’ve
wanted to be a vet. I remember I had fish, a rabbit, and several cats and dogs—
not all at once, of course! I loved reading up on them, watching them, and taking
care of them. Throughout my high school and university years, I was a volunteer
at various animal shelters. Naturally, I went on to veterinary school and did an
internship at an animal hospital when I graduated. After that, I joined a private
practice as an associate and am now a full staff member. Where do I hope to go
from here? I’d like to start up a mobile veterinary service for people who can’t
bring their pets into the clinic.
29
How did I become a community development officer? Well, my career path was
anything but a straight one since my interests have always been quite broad. I
have degrees in science and in business. I’ve worked as a lab technician, a retail
store manager, a commercial sales rep, a customer service rep, and a teacher.
Later, however, I realized how important it is to have strong local communities.
And my background, as diverse as it was, had provided me with many of the
skills needed for work I do now. Sure, I had to take some courses to become
qualified and, as part of my training, I put in quite a bit of volunteer work on

several community projects in my area. Do I think my wandering career path was
a waste of time? Not at all—the journey may have taken longer, but I think it’s
been worth it.
Unit 14. Describe reactions to change

30
– Have you heard the news? Our entire division is going to be eliminated.
– Yeah, I heard about it this morning. How are you taking it?
– Not great. I’ve been here for 18 years, you know. I can’t believe this is really
happening to me.
– Listen, Dan, I know this must have hit you like a ton of bricks. You’ve got a lot
to think about. Let me know if there’s anything I can do to help.
– Oh, yeah, thanks, Al. I appreciate that. I’d better get going. I’ve got to make
some calls.
– Can I stop by to see you later?
– I’m OK, Al. Really. I just need a little time to take this in. Let’s talk tomorrow, all
right?
31
– How are you handling the reorganization of your department?
– Not too badly. At first, I was disappointed about losing several of our key
people and confused because I had to take over tasks I’d never dealt with before.
– And now?
– It’s getting easier. I’m learning new skills and taking on new responsibilities.
That in itself is quite motivating.
– That sounds like a healthy attitude.
– Well, thanks. It’s still a bit chaotic, but I’m confident things will settle down
eventually.
Unit 15. Discuss difficult decisions

32
Last month, we were told that our division would be moving to Dallas.
Management is reorganizing the company, and they feel that our division will be
more efficient in the Dallas location. We were all surprised at the announcement.
What it means for the employees is selling our houses and changing our
children’s schools—and our spouses will have to find new jobs. It’s not an easy
decision. Of course, the company is going to pay for the move—and they even
take care of selling employees’ homes. But we just bought our house last
August. I still have a couple months to make a final decision. If we don’t make
the move, I’ll either have to find a job in another part of the company, if there is
something for me, or I’ll have to quit and look for a new job. My wife and I are
really struggling with this decision.
33
Ten years ago, I started a small company. Business has been good—so good, in
fact, that one of the larger companies we do business with, EagleFiles, has made
an offer to buy me out. The offer is very generous and very tempting. They’ve
even offered me a managerial position within their organisation. My friends and
family say I should jump at it. Perhaps, but the reason I started my own company
in the first place was to get away from the corporate world. I wanted to be my
own boss, run my own show. I suppose I could always accept the buyout and

refuse the job, but this business is my life. This is not going to be an easy
decision.
34
I had my annual performance review last week. I got quite a surprise from my
manager—he offered me a promotion. Sounds great, right? Well, it’s for a district
sales position that I’m not dying to have. It involves more responsibility, of
course, which I’d like. But it would also require a lot of overnight travel. My
husband and I have a small child. I’ve found a nice balance between work and
family in my current position. But with the new job, I feel as though everything
would be thrown out of whack. I don’t think it would be good for my career to
refuse the promotion. But I don’t think it will be good for my family life if I accept
it. I asked my manager if I could think about it.
Unit 18. Place, take, and return calls

35
– Hello. This is Oscar Longwood. I’m away from my desk for a moment. Please
leave a message, and I’ll call you back as soon as I can.
– Oscar, it’s Louise. I got your text. I’m concerned about the project, too, but I
have a few ideas. I think they could make a difference. Give me a call so we can
discuss. All right? Thanks.
36
– Hello. This is Oscar Longwood. I’m away from my desk for a moment. Please
leave a message, and I’ll call you back as soon as I can.
– Oscar, it’s Louise. I got your text. I’m concerned about the project, too, but I
have a few ideas. I think they could make a difference. Give me a call so we can
discuss. All right? Thanks.
37
– You have reached the voicemail of Ed Norton, Director of Planning for Coulter
Enterprises. Please leave a message and I’ll return your call.
– Hi, Mr Norton. It’s Patrick Goldberg. We’ve come up with several responses for
the issues you raised during last week’s meeting. The situation may not be quite
as bleak as you suggested. We’d like to have an opportunity to share our ideas
with you. Please give me a call at 212-555-3891. Thank you.
38
– You have reached the voicemail of Ed Norton, Director of Planning for Coulter
Enterprises. Please leave a message and I’ll return your call.
– Hi, Mr Norton. It’s Patrick Goldberg. We’ve come up with several responses for
the issues you raised during last week’s meeting. The situation may not be quite
as bleak as you suggested. We’d like to have an opportunity to share our ideas
with you. Please give me a call at 212-555-3891. Thank you.
39
– Hi, this is Harry Stiles in R&D. I’m either away from my desk or on the other
line. Please leave a message at the tone.
– Hi, Harry. It’s Diana. I’d really like to talk to you about the situation. Would you
have time today? Let me know, OK? My extension is 3075. Thanks.
40
– Hi, this is Harry Stiles in R&D. I’m either away from my desk or on the other
line. Please leave a message at the tone.
– Hi, Harry. It’s Diana. I’d really like to talk to you about the situation. Would you
have time today? Let me know, OK? My extension is 3075. Thanks.

Unit 19. Take down and pass on information
41
– Good morning, Audible Perfection. Mr Crawford’s office. Janet Thompson
speaking.
– Yes, hi, Janet. This is Jeff Martinelli. Is Peter in?
– No, I’m afraid he’s out all morning, Mr. Martinelli. Is there anything I can help
you with?
– Maybe. I wanted to let him know I won’t be able to make it for our appointment
today. My meeting with the architects is running longer than I expected. I tried to
reach him on his cell phone, but he didn’t pick up.
– Perhaps he switched his phone to silent mode and didn’t notice the call. I’ll
pass on your message if he checks in.
– Thanks a lot, Janet. You have a good day.
– Thank you, Mr Martinelli. You, too.
42
– Good morning, Audible Perfection. How may I direct your call?
– Good morning. My name is Sean Knowles from Data Masters. I’m returning Mr
Crawford’s call.
– Mr Knowles, I don’t expect Mr Crawford to be back until after 12:30. Did you
want him to call you when he returns?
– Yes. Tell him I’ll be in my office after two o’clock.
– You’d like him to call you after two at your office. Was there anything else?
– He has my office number, but let me give it to you again, just in case. It’s
212-555-1244, extension 2079.
– That’s 212-555-1244, extension 2079, correct?
– That’s right. Tell him I’ll be waiting for his call.
– Will do. Thank you for calling, Mr Knowles.
43
– Hmm … a text from Phil Hayes for me? How odd! Can’t get through to Peter.
Tell him I have news about LTE.
44
– Hello, Janet!
– Mrs Crawford! How nice to see you! How have you been?
– Fine, thank you. Is my husband around? I was in the area, so I thought I’d stop
by to say hello.
– I’m afraid he’s out, but he should be back in about half an hour or so. Did you
want to wait for him?
– No, that’s all right. I’ve got things to do. Just tell him I’m sorry I missed him,
and I’ll see him at home.
– All right. You have a good day.
– Thanks. You, too.
45
The number you have dialed is temporarily unavailable. Please try again later.
46
The number you have reached is no longer in service. Please check the number
and try again.
47
Your call cannot be completed as dialed. Please check the number and dial
again.

Unit 20. Review
48
– Mr. Miller should be back in an hour.
49
– Your order may arrive a day late.
50
– To qualify for a discount, we must place a bulk order.
51
– They can’t be raising their prices again!
Unit 23. Describe economic conditions

52
– So, what do you think? Should we sell our shares now?
– Let’s wait a bit. If the economy continues to improve, prices may go even
higher.
53
– Have you seen this article?
– Which one?
– The one about exchange rates. The dollar seems to be getting weaker and
weaker.
– Hmm. That means our trip to France is going to be more expensive, doesn’t it?
– Well, if this continues, maybe we should think about vacationing at home this
year.
54
– Seems this economic crisis is affecting everyone.
– You’re telling me? Most of our regular customers have decided to hold off on
new projects.
– Do you have any ongoing projects?
– A couple. But when they end, I don’t know what we’re going to do. Maybe we’ll
have to close the business.
55
– Look at this. More new apartment complexes! They’re popping up like
mushrooms.
– I’ve seen the adverts for some of them. They look very nice. Maybe we should
go and have a look at one.
– Why? Do you want to move?
– It’s just a thought.
Unit 24. Discuss the impact of strikes

56
I don’t think the children or their parents noticed anything different, but the staff
noticed that we weren’t going out of our way to be helpful or to volunteer for any
extra responsibilities.
57
My fellow flight attendants and I stayed home. Some of us called in sick, while
others simply didn’t show up for their flights. After all, our relationship with the
people in the cockpit is extremely important, so we have to support them,
however we can.

58
Unfortunately, we’ll need to cancel all elective surgeries until further notice due
to the walkout by non-management staff. What staff we have left will cover all
the shifts for emergencies only.
59
To protest wage and salary freezes, the city’s transportation, sanitation, and
parks and recreation workers have walked off the job.
60
Although workers at the Belmont plant voted not to unionize last year, they are
picketing outside the plant today to protest against unsafe working conditions.
Unit 25. Describe training and development plans

61
– We’re talking today with David Mitchell, Human Resources Manager at Linden
Polymer Industries. David, can you tell me something about the training and
management development programs you offer?
– Well, LPI offers a whole range of training. First, there’s training for specific
skills, for example, sales training or training on specific types of equipment.
These are conducted in-house. Then there are professional development
courses, which keep employees up-to-date in their fields. If an employee requires
training in, say, changes in tax laws, we would send him or her to an outside
course that covers this. In terms of management development, at LPI we have a
series of training paths that are mapped out over a five-year period. According to
those paths, we know what training each person should have at any particular
time.
– Over those five years?
– Yes, throughout those five years. And when a manager or supervisor
completes a training path, we work together to create the next one.
– Right.
– Take our management trainees, for example. During their first two years with
us, we plan for them to work in one of our factories and then in the main office
for a while. We also plan for them to work in at least one functional area other
than their chosen career path for a period of up to six months. This gives them a
broader perspective of company operations and shows them how the different
areas work together.
– Are employees locked into their chosen career paths?
– Not at all. It often happens that people feel they might be happier or more
effective in a different position or working in a different division within the
company. The training paths have some flexibility to them, and the training we
offer provides skills that can usually be transferred to other positions.
Unit 26. Describe promotion policies

62
– Today our guest is Tina Lambeth, manager of the executive recruitment firm
Power Pros. She will be talking to us about the advantages and disadvantages of
promotion from within versus external recruitment. Welcome to Your Business
Today, Tina. So, what do you think is better, Tina, promoting from within or hiring
someone new?

– Promotion from within has, of course, several big advantages. First of all,
current employees are already familiar with the organization. They know the
rules, the culture, and the environment. They don’t need time to get used to a
new company, as a new hire would. Of course, the people who are promoted do
need time to get used to their new positions … but they already know who they
need to speak to or where they need to go if they need support. The learning and
adjustment curve is much shorter. The other big advantage is that the
organization is already familiar with the employee’s work. There are records of
performance. And if the person is being considered seriously for a promotion,
then clearly he or she has demonstrated an ability to work with the people
around him or her.
– Are there any other advantages to promotion over hiring from outside?
– From a motivation and morale perspective, there are some important
considerations. Promoting people internally shows staff that there are
opportunities to grow within the company. After all, no one wants to be stuck in a
dead-end job.
– What about resentment among employees? If someone feels he or she should
have gotten the job, won’t he or she feel offended?
– If that’s the case, it’s going to happen whether someone is promoted or
brought in from outside. However, it’s also a signal that someone may be ready
to take on additional responsibilities, even if they don’t get a promotion, per se.
– I see. Well, what about hiring from outside the organization? What are the
advantages there?
– One of the biggest advantages of hiring from outside is that new people bring
with them new ideas, new perspectives. They’re seeing the organization with
fresh eyes. They tend to be excited about their new position and are motivated to
do well.
– On the other hand, though, some organizations might just take a “better the
devil you know than the devil you don’t” approach.
– True … It’s always much easier to stick with something you know than
something you don’t … and hiring someone new involves a bigger change for
everyone.
– Yes, I think that’s a normal reaction. And so, what are the disadvantages?
– As I said, there is a longer lag time … the time it takes to get used to a new
environment, a new job, a new culture. They may need additional training. This
and the extra time it takes to hire someone from outside may mean they end up
costing a lot more than promoting someone internally.
– Thank you very much, Tina. I’m afraid that’s all we have time for today.
– It was my pleasure. Thank you for having me.
Unit 28. Discuss personal training and development options

63
I’ve enrolled in an online MBA program offered by a well-known university. What I
enjoy most is being “in” a class with people from all over the world. You get a
much more international perspective on different issues. The quality of the
discussions we have is quite high; I think that’s because we have time to review
and think about what we want to say before we add our contributions. In a face-
to-face environment, people often just say stuff off the top of their heads. The
biggest inconvenience for me is the live sessions that are held once a week. In

my time zone, these are always late at night—and a couple of times I’ve fallen
asleep and missed them. Luckily, these sessions are recorded, so I can at least
find out what happened. Oh, and there was one time when the university had
some kind of server issue, which meant I couldn’t connect to their site when I
wanted to. Other than that, I think this is a great way to learn.
64
I recently completed an online self-study course because I wanted to learn more
about some new training theories and techniques that could be useful in my
work. The materials were very interesting and for me it was great to be able to
study at my own pace whenever I wanted to or had time. Was there anything I
didn’t like? Well, although I got a certificate of completion at the end of the
course, I’m not sure how useful that is from a professional point of view, except
to show I am motivated to keep learning on my own, in my own time. It certainly
wouldn’t be recognized as a real qualification of any kind. And I must admit, you
need to be very self-motivated and well-organized. It’s so easy to forget about
doing the readings or to keep putting them off.
65
I needed to take a course to meet a professional continuing development
requirement. I looked around for a face-to-face program locally, but they were all
offered in the evenings after 5:00 p.m. I work all day and have a family. There
was no way I’d have been able to attend one of those classes—just adding the
travel time on top of my regular day would have been exhausting! Fortunately, I
found an online course that allows me to do the work at my convenience.
Sometimes that’s after the children have gone to bed, sometimes it’s on the
weekends, or when I’m sitting on the tube. The only downside is the time delay.
In a live classroom, you just ask your question and you get an answer right away.
In an online learning environment like this, which isn’t happening in real time, you
have to post or email your questions and then wait for a response. If the
question is urgent, that can be frustrating.
Unit 30. Review

66
– It says here that China is planning to implement some strong new
environmental measures.
– Good for them! From what I’ve seen on TV, the air pollution can be terrible.
67
– Look at this. Tech World has tested the new Wizard Pro.
– And what’s the verdict?
– It’s rated as comparable to top-of-the-line tablets. And the feedback from users
is extremely positive.
– So, are you thinking about buying one?
– Maybe.
68
– Hey, Sam. Didn’t you say you were thinking of buying a new place?
– Yeah, why?
– If I were you, I’d make a move soon. According to this article, the housing
slump is over. People are starting to buy again and construction of new homes is
picking up, too.
– So, if we don’t act now, we may end up spending more.

– That’s what it looks like.
Unit 32. Present the topic(s) of a presentation

69
George Morgan. Good morning, everybody. For those of you who haven’t met me,
I’m George Morgan and I’m a branding specialist at Collinwoods Consulting. As
you may have heard, Interpro Industries has decided it’s time to revamp its brand
image. I’m here today to explain to you why this is a critical move for Interpro at
this time. Many of you here may be against this move—after all, the Interpro
name, logo, and reputation are well-known and respected. And that is where I will
start—by looking at why Interpro’s image has been strong for so long. After that,
I’ll go on to outline recent changes and developments in the market that are
affecting and will continue to affect Interpro’s sales and business outlook. And
finally, I will outline our proposals for the company’s new image. So, let’s start
right now with all of the possibilities and the reasons …
70
Allison Carter. Thank you, Bruce, for your kind words. Good afternoon, ladies and
gentlemen. So, this morning we heard presentations on the importance of energy
conservation, the need for long-term investment, and the specific challenges of
transportation and logistics. Over the next several minutes, I would like to
broaden the issue and explore why and how all businesses should be pursuing
environmental excellence and minimizing their carbon footprint. And to do this, I
would like to ask and to answer three questions. First, is there really a business
case for environmental action? Or was the whole issue of business and the
environment a passing “green” phase, which is now in decline? Second, if there is
a case, what have the government and businesses been doing over the last five
years to address the issues? And third, just why is this relevant to every one of
us here today?
Unit 33. Present key points in a presentation

71
So, ladies and gentlemen, where and how are we going to achieve improved
performance? Let’s first look at Hong Kong. Since our first year of operations
there, it’s been clear that the market has a lot of potential. We plan to increase
sales by at least 10%, and we’ve expanded the advertising budget accordingly.
But that’s not enough. What we need is a rethink of our selling methods. We
must place less emphasis on retail and direct more attention and resources to
direct sales. If we do that, it’s my view that we can double our sales volume in
two years. So, that’s Hong Kong—but what about our other new markets? We’ve
had some success in extending our South American and European markets, but I
believe the area with the most potential for us is the Pacific Rim. My chief
recommendation is this—we move into Taiwan and Korea with a high-power
direct marketing campaign. And that we do it now. Of course, more research will
be necessary. I have my team …
Unit 34. Adapt a talk for different audiences

72
– When preparing for a talk or a presentation, what should speakers keep in
mind?

– One of the most important things to keep in mind is your audience—your talk
should be tailored to the audience you will be speaking to. That means you need
to find out beforehand who will be there. A presentation for the people in your
own team, for example, would need adapting if it were later presented to a mixed
group of employees from several different departments.
– Why is that?
– Because the assumptions you can make about what the audience knows will
change. Your team is most likely a homogeneous group—you can assume that
everyone is an expert and is familiar with any special jargon or lingo that you
use. In a mixed group, however, there will be laypeople—people who are not
experts in your field. They may require additional explanations, definitions, or
examples that would not be necessary for a group of experts.
– I see.
– Another aspect to be aware of is the reason or reasons people are attending
because that can affect how you interact with the audience. If attendance is
required, some members of the audience may be less willing to cooperate when
you ask for their participation. If their presence is voluntary, they may be more
interested in the topic and more likely to participate.
– And it could affect their expectations of the presentation and of you, the
presenter?
– Yes. As a presenter, you have, of course, your own goals for your presentation.
But it’s important to make sure you meet the audience’s goals and expectations,
as well. Are they expecting information in the form of a lecture? Or do they
expect something interactive, hands-on—something that involves them directly?
Do they expect a discussion, to be able to raise questions? Do they expect to be
entertained? All of this will affect the content and the style of your presentation.
So far we’ve only scratched the surface …
Unit 36. Discuss travel issues and concerns

73
– I’ve decided to take a bike trip across the south of France. I want to start in
Biarritz and end up in Nice. I’ve never done this before, so if you have any tips, I’d
love to hear them.
– I hope you’re in good shape, Paul. It’s very hilly, so don’t put too much in your
backpack. And be sure to take some good rain gear. There can be showers at
any time. But the countryside is beautiful, with many charming villages. I think
you’ll enjoy it.
74
– Iris, you’re not going to believe this, but we’re going to have to postpone your
trip.
– Really? What for?
– A travel alert has been issued due to possible civil unrest in the country.
Apparently, there’s a big election coming up, and there’s a chance that the anti-
government demonstrations might get violent.
– That’s too bad. I was really looking forward to this trip.
– Well, it’s better to be safe than sorry in such situations, don’t you think?
– I suppose you’re right, but I’m still disappointed.
– Don’t worry. As soon as the alert is cancelled, we’ll reschedule the trip.

75
– So, did you find the information you were looking for about whether it’s safe to
drink the water?
– I found that and a lot more travel advice on the CDC website. They have a
really cool infographic about what foods are safe and which ones are risky.
– The CDC? As in the Centers for Disease Control? I didn’t know they gave travel
advice. So, what did they say?
– They said that for where we’re going it’s best to drink only bottled water, hot
coffee, and tea. They also advise against eating raw vegetables or fruits or food
from street vendors.
– Well, that’s going to be tough. Trying new foods is one of the best parts of
traveling, but I guess it’s not a bad idea to be careful about what you eat.
– They also have a Can I eat this? app, which I downloaded. That way we can
check before we try.
– What a great idea!
76
– So, do you have any advice for my upcoming trip?
– Well, I always try to adjust my sleep schedule a few days before leaving to
minimize jet lag. Especially on the flights, I try to stay hydrated and avoid
caffeine and alcohol. Then, while you’re over there, avoid stress, if you can. Eat
healthy meals and watch what you eat and drink—tap water, ice, raw fruit and
vegetables. Exercise regularly—most hotels have some exercise equipment or a
pool. Avoid alcohol and don’t wander around on your own.
– Thanks, Brittany. That’s useful advice.
– And one last piece of advice—stay in touch with us while you’re over there. I’m
only a phone call away…
Unit 37. Give advice on business etiquette

77
– I’m bringing some people into the office tomorrow. They’d like to meet
everyone from the CEO on down. What’s the proper etiquette in such a situation?
How should I introduce them?
– Well, the rule of thumb is to state the name of the person with the higher rank
first. But wait a minute. Who is it that’s visiting?
– Oh, they’re clients, or at least potential clients.
– Then forget what I just said. In business, the client always comes first.
– Let me make sure I’ve got this straight. I say, “Mr. or Ms. Client, I’d like you to
meet our CEO, our division manager, our receptionist, and so on.”
– That’s right. You say the clients’ names first. That’s the most respectful way.
Unit 38. Discuss business culture in your country

78
Hmm. It’s 11:15! Where’s Paulo? We were scheduled to start 15 minutes ago.
That’s valuable time when we could have been doing some work. How annoying
—we’ve wasted all that time! I’ll just call Paulo and find out where he is and why
he’s late.

79
Hmm. Not everyone is here. Ah, I see Paulo’s not here yet. I guess that’s why we
haven’t started yet. Well, that’s fine by me. We’ll start when he gets here. Until
then, I’ll just chat with Camille and Gianni.
Unit 39. Describe a travel experience

80
… took me over an hour to get through border control … no, just waiting – the line
was that long. … It was all a bit scary, actually. There were armed guards
everywhere. … No, I didn’t have any problems, but not exactly a welcoming
atmosphere …
81
… it’s beautiful and the weather’s been just perfect. … We have to do a lot of
walking to get from one seminar to the next. It’s like a maze! ... Oh, no. There are
conference aides everywhere. So, if you need help, you just ask. They are all very
friendly and helpful. … Yes, in fact, we’re supposed to be meeting up in about ten
minutes. We’ve got a reservation for seven o’clock. … All right. I’ll talk to you
tomorrow, then.
82
… they made what might have been a disaster a really charming experience. …
Oh, it was tiny, all right – more like a closet really, but the staff was so
thoughtful, so attentive. … Sure, I would. Everything else about the place was
wonderful.
83
… couldn’t have been worse. The guy who showed me to my room was quite
rude. … Maybe he expected a bigger tip, I don’t know. … Not much. The people
next door were having some kind of party – they kept me up half the night. …
Yes, I called them, but they were completely unhelpful. … No, they checked out
this morning, so I hope tonight will be better.
Unit 40. Review

84
A critical issue at our production plants is quality. Why is quality important?
Because bad quality is expensive. Scrapped products are a waste of resources
and time; products returned or refused by customers not only cost us money,
they damage our reputation. And this is the crux of the matter: we cannot afford
bad quality. We have to get it right the first time.
Now, what I propose is conducting monthly quality audits. This would allow us to
catch and correct problems early. Especially important, it would help us track our
improvement over time.
85
When they found out it was my birthday, the flight crew brought me champagne
and a gift—they even made a birthday card for me! Throughout the flight they
checked to make sure everything was all right. I was so surprised.
86
The taxi driver was just awful. I had three heavy bags, and when I asked if he
could put them in the car, all he did was open the trunk. I had to put them in
myself.

87
The staff there was just wonderful! They took me out to dinner and explained all
the local dishes. They showed me around town. We even went for a drive in the
countryside so I could see the “real” country, as they said.
88
That was the toughest assignment we have ever had. We worked every day,
including the weekend. Some days we were in the office until ten p.m. We ate in
the office—once we even slept there.

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Business English

NOW WITH ONLINE PRACTICE

Berlitz Languages, Inc.

Copyright© 2018 Berlitz Languages, Inc.

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

First Printing — August 2018

For use exclusively in connection with Berlitz language instruction.

Berlitz Languages, Inc.

Business English 7 Complete

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

• attend all your scheduled classes

• do all online and customized practice assignments

• review each unit after class

• preview each unit before class

• practice speaking English anytime you can

• visit English websites to learn more about unit topics

• read English magazines, books, and newspapers

• watch videos, movies, and TV programs in English

• try to speak and learn more English every day!

We wish you great success with your English studies!

The Berlitz Team

©2018 Berlitz Languages, Inc. v

Student Guide Features

vi ©2018 Berlitz Languages, Inc.

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

©2018 Berlitz Languages, Inc. vii

SPEAKING GOAL PAGE TOPICS GRAMMAR

Negotiate a budget 1 Budgets Collocations and expressions with

Present financial 6 Financial statements Presenting graphical information

Compare investment 10 Securities and Using to wish. For example: I wish I

Discuss the 14 Brands I Collocations with brand. For

Define your brand 18 Brands II Apposition and alliteration. For example:

Discuss brand 21 Brands III Relative clauses with prepositions. For

Discuss consumer 26 Consumer protection, Present participles as complements. For

Discuss buyer 34 Pricing strategy, buyer Persuading

viii ©2018 Berlitz Languages, Inc.

Similar words with -ice, -ise endings:

Discuss sales 51 Sales I: Sales Word families: verbs, adjectives, and

Describe reactions 66 Change, reactions, Adjectives of emotion. For example:

Discuss difficult 71 Workplace decisions, Unreal conditional with were to +

Use the appropriate 75 Correspondence I: Active vs. passive in correspondence

Control the tone of 80 Correspondence II: Conjunctions / connectors to link bad

©2018 Berlitz Languages, Inc. ix

Phone calls: Tone of voice and formality

Discuss current 114 News and current Interjections. For example: That’s

Describe economic 123 The economy Understanding headlines

Discuss the impact 127 Strikes Verbs of reporting: to demand, to claim,

Describe training 132 HR I: Training, Interrogative clauses. For example: We

x ©2018 Berlitz Languages, Inc.

Discuss employment 141 HR III: Unemployment Reduction of relative clauses to

30 Review 154

Describe 167 Information security Prefixes of negation: dis-,

Take part in a Q&A 187 Reported questions (immediate

©2018 Berlitz Languages, Inc. xi

Discuss business 200 Intercultural business Verb + time collocations (review)

Describe a travel 205 Travel experiences Comparisons with like, as if, as

40 Review 209

Complete Audio A-1

xii ©2018 Berlitz Languages, Inc.

In this lesson you will ...

Negotiate a budget increase

to negotiate to risk Collocations and expressions with

Negotiate a budget increase

– We need to talk about my staffing budget.