Types of Business Organizations

Иванова М.М.

 

Сборник дополнительных заданий к учебному пособию «Английский язык

в сфере государственного и муниципального управления. Продвинутый уровень» для студентов 2 курса бакалавриата

 

по дисциплине «Иностранный язык»

 

(Английский язык)

 

Направление подготовки – 38.03.04 – «Государственное и муниципальное

управление»

 

Профиль – Государственное и муниципальное управление

 

Очная форма обучения

 

Одобрено Советом Департамента английского языка и профессиональной коммуникации

Протокол №       от 2021 г.

 

Москва

2021

УДК

ББК

Рецензенты:

Т. Л. Калинина

к.филос.наук, доцент, ст.преподаватель Департамента английского языка и профессиональной коммуникации (Финансовый университет)

Т.А. Карпова

к.пед.наук, доцент, доцент Департамента английского языка и профессиональной коммуникации (Финансовый университет)

Иванова М.М. Сборник заданий для студентов 2 курса бакалавриата, по дисциплине «Иностранный язык» (Английский язык), направление подготовки 38.03.04 – «Государственное и муниципальное управление», очная форма обучения – М., Финансовый университет, 2021. – 145 с. 

 

Данный сборник является дополнительным дидактическим материалом к учебному пособию «Английский язык в сфере государственного и муниципального управления. Продвинутый уровень» и состоит из 8 разделов.

Цель сборника – отработка лексических и грамматических навыков, формирование профессиональных коммуникативных компетенций, активизация аналитического и критического мышления, приобретение фоновых и профессиональных знаний в сфере государственного управления и администрирования.

Сборник предназначен для студентов 2 курса факультета Государственного и муниципального управления по дисциплине «Иностранный язык» и составлен в соответствии с требованиями Федерального государственного образовательного стандарта высшего образования, учебных планов и рабочих программ направления подготовки бакалавриата 38.03.04 – «Государственное и муниципальное управление».

Contents

 

Unit 1. Types of Business Organizations4

Unit 2. Recruitment 15

Unit 3. Branding28

Unit 4. Business Correspondence39

Unit 5. Negotiations53

Unit 6. Business Communication69

Unit 7. Management85

Unit 8. Public Relations106

Transcripts120

Keys131

References143

 

 

Unit 1

Unit 2

Recruitment

Questions for discussion:

1) How to prepare for an interview?

2) What are the top 5 questions to ask an interviewee?

3) What are the stages of recruitment?

4) Is it worth signing up to a recruitment agency?

5) What are the modern techniques of recruiting?

6) Do you think a certain type of appearance is necessary for some jobs? Explain why.

7) When was the last time you attended or held an interview? Was it successful? Why/why not?

 

Task 1. Match the words with the correct definitions.

1. to matter 2. to hire 3. promotion 4. employer 5. to require 6. career 7. authority 8. qualities 9. to rank 10. applicant

a. a person that you work for b. to need c. characteristics d. the long-term plan for your professional life e. to put in order of importance f. to be important g. to give employment to someone h. a person who applies for a job i. the power to give orders j. a movement to a more important job, with more responsibility and money

 

Task 2. Complete the following passage about the role of headhunters in business, using words from the previous exercise. Change the form of the words where necessary.

 

Headhunters, or executive search firms, specialise in finding the right person for the right job. When a company wishes to (1)___________________ a person for an important position, it may use the services of such a firm, specifying the skills and (2)___________________ which it (3)___________________ of the future employee. The headhunter contacts executives with the right (4)___________________ profile, and provides the company with a shortlist of suitable candidates. In this way, the (5)___________________ does not have to go through the preliminary stages of interviewing and selecting (6)___________________ itself.

 

Task 3. Put the correct words written below into the article.

Role A — Nice shoes

You think nice shoes are most important in an interview. Tell the others three reasons why. Tell them things that are wrong with their things. Also, tell the others which is the least important of these (and why): confidence, qualifications or a firm handshake.

Role B — Confidence

You think confidence is most important in an interview. Tell the others three reasons why. Tell them things that are wrong with their things. Also, tell the others which is the least important of these (and why): nice shoes, qualifications or a firm handshake.

Role C — Qualifications

You think qualifications are most important in an interview. Tell the others three reasons why. Tell them things that are wrong with their things. Also, tell the others which is the least important of these (and why): confidence, nice shoes or a firm handshake.

Role D — A firm handshake

You think a firm handshake is most important in an interview. Tell the others three reasons why. Tell them things that are wrong with their things. Also, tell the others which is the least important of these (and why): confidence, qualifications or nice shoes.

 

Unit 3

Branding

Questions for discussion:

1) What are the challenges of branding?

2) What are branding strategies?

3) How can branding affect business efficiency?

4) What should be taken into account while choosing a brand strategy?

5) Do you think it’s important for international brands to sound English?

6) Do you think a brand can become powerful globally if it uses non-English characters in its logo (Greek, Chinese, Japanese, Russian, etc)?

7) Is brand management a good career?

 

Task 1. Listen to the audio and fill the gaps.

Source: https://breakingnewsenglish.com/0905/090501-brands.mp3

Company Logos

The world-famous credit card company Mastercard is (1)_____________________ its name from its company logo. It will follow the (2)_____________________ of Apple and Nike to have a logo that has a symbol only and no writing. Mastercard had traditionally used a logo that had overlapping yellow and red (3)_____________________ with the word "Mastercard" written over the top. The company has decided to (4)_____________________ the word "Mastercard" and use just the two intersecting circles as a wordless logo. The new logo will be used as the brand's symbol on credit cards and in stores, as well as on advertising at sports and (5)_____________________ events. The company's marketing officer said over 80 per cent of people spontaneously recognized the new (6)_____________________ without the word "Mastercard".

Mastercard conducted extensive research for more than 20 months on how recognizable the new logo would be without its name (7)_____________________ on it. The new logo is part of a wider strategy to transition from being a credit card company to a digital payments and financial services company. The world is now full (8)_____________________ instantly recognizable logos that (9)_____________________ no words. Apple's bitten apple logo and Nike's swoosh are (10)_____________________ examples. Most of the logos of apps on people's smartphones are just symbols. A design expert spoke about (11)_____________________ the effect of a small logo on a phone or watch. He said: "You're trying to optimize for a very small piece of real (12)_____________________ on a very small piece of glass.... A 10-letter name is kind of a monster."

1.	(a)	removal	(b)	removes	(c)	removing	(d)	removed
2.	(a)	likes	(b)	liked	(c)	likely	(d)	liken
3.	(a)	circulates	(b)	circles	(c)	circulars	(d)	circuses
4.	(a)	drab	(b)	drip	(c)	drape	(d)	drop
5.	(a)	others	(b)	the others	(c)	other	(d)	another
6.	(a)	symbolize	(b)	symbol	(c)	symbolic	(d)	cymbals
7.	(a)	being	(b)	been	(c)	be	(d)	begin
8.	(a)	at	(b)	in	(c)	on	(d)	of
9.	(a)	contents	(b)	container	(c)	contain	(d)	contains
10.	(a)	rhyme	(b)	crime	(c)	grime	(d)	prime
11.	(a)	maximum	(b)	maximizing	(c)	maximal	(d)	maxim
12.	(a)	estate	(b)	field	(c)	property	(d)	agency

 

Task 6. What do you think of these brands? Complete this table with your partner(s). Change partners and share what you wrote. Change and share again.

Brand	What makes it popular?	How to make it better?
Apple
Google
Coca Cola
McDonald’s
Chanel
Toyota

 

Task 7. Put the words into the gaps in the text.

Apple has (1)____________ Google to become the most valuable brand in the world. This is (2)____________ to the analysts Brandz, who (3)____________ their annual Top 100 ranking of the world’s most valuable brands. Apple’s brand is (4)____________ to be worth more than $153 billion. The tech company knocked Google off the number one (5)____________. Google had occupied the top spot for the previous four years. Apple’s new ranking consolidates its position as the top-(6)____________ technology company on the stock market. Apple’s success is due to the (7)____________ of its pioneering and market-leading products. It released its iPad in 2008 and the tablet has become one of the most popular (8)____________ on the planet. The Brandz ranking (9)____________ companies across the world, making everything from baby food to power plants, as well as (10)____________ services and telecommunications. It calculates its brand value by analyzing several factors, including the (11)____________ of a company’s balance sheet, the (12)____________ of customers, and prospects for future (13)____________. Apple has grown remarkably in the past decade with a series of hugely (14)____________ and popular products. Its brand value has increased by 859 per cent since 2006. Peter Walsh, a director at Brandz, said Apple’s success was due to the (15)____________ of its products. He said Apple had succeeded in becoming a luxury goods brand, making its products more desirable by increasing quality, (16)____________ and price.

valued estimated according gadgets overtaken position compile popularity   reliability financial loyalty desirability covers growth value iconic

Task 8. Mark the statements as true of false according to the article from the previous exercise.

1) Google was the number one brand until Apple overtook it.

2) An analyst put Apple top of a list of 1,000 companies.

3) Apple was number one for the four years before Google was.

4) Apple is also the top-valued tech company on the stock exchange.

5) The company Brandz only analyses technology companies.

6) Brandz looks at how loyal customers are when it makes its lists.

7) Apple’s brand value has grown over 800% since 2006.

8) Brandz said Apple had become desirable due to lowering its price.

 

Task 9. Match the words with their definitions.

1) brand essence	a) How a brand is perceived in the minds of customers and what they associate with it.
2) brand image	b) The result of a customer’s decision to always buy a particular brand.
3) brand parity	c) The part of the brand that can be expressed verbally as words, letters or numbers.
4) brand positioning	d) How a product is similar to that of a competitor.
5) brand equity	e) The most fundamental aspect of a brand. It is often possible to express this in a single word or phrase.
6) brand loyalty	f) How a brand is presented to differentiate it from a competing brand.
7) brand name	g) The use of the brand names from two different companies on the same product.
8) co-branding	h) The value that a brand name and symbol adds to a product of service.
9) trademark	i) The marketing strategy in which every product in a company’s range has its own brand name.
10) power brand	j) A word, phrase or symbol that represents a company or identifies a product and is registered to protect against its use by another party.

Task 10. Read the article about different types of branding and complete the exercises below.

Types of branding

Companies can adopt a range of policies to create a ‘brand environment’ to encompass their product and/or service.

Family branding

As the name suggests, this is a brand range that adopts the name of the company. This can be done regardless of whether the company is a manufacturer or service provider. Examples include Heinz, Virgin, Cadbury and Shangri-La Hotels.

Individual brands

These are products and services that stand alone, separate from their parent company. They possess a distinct individual identity, and the consumer might not know which company owns the brand. These individual brands will have their own brand strategies to compete within their own marketplace. One of the advantages of individual branding is that a parent company such as Procter & Gamble can have several individual brands competing within the same market segment for a share of that particular market. Having such brands ‘competing’ within the same segment can mean that the parent has a greater overall share of that market segment than its competitors, both individually and collectively.

Own-label brands

These are brands that are owned and marketed by retailers. They are also known as retailer brands, own brands, dealer brands, private labels, store brands and generics. The major UK supermarkets have, for instance, created a range of own-label brands encompassing everything from chocolate to washing liquids. These compete, normally on price, with the major-label brands such as Heinz, Cadbury and Kellogg’s. The aim of own-label brands is to build loyalty between the customer and the retailer, and to improve store margins.

Supermarkets do not manufacture own-label brands; instead they seek companies that have the experience of manufacturing specific products or ranges of products.

Euromonitor reported that in 2002 own-label brands of Over the Counter (OTC) medicines accounted for 6.4 per cent of the global market. The research contends that own-label brands have proved attractive (as a result of their lower price position) in markets where the national economy displays low growth and rising unemployment. Where there is a threat of unemployment and diminishing levels of disposable income, consumers will feel increasingly insecure. This will lead them to purchase lower-priced products, usually own-label brands. In such a competitive market, the major brands may retaliate by lowering their prices to compete on price, or maintain their position. In the latter case they are identifying a quality rather than a price position.

(Adapted from Foundations of Marketing by Jonathan Groucutt, pp. 132-4 © Palgrave Macmillan 2005)

 

Here are some words and expressions used in the text. Match each one to the correct explanation: A or B.

1. This can be done regardless of whether the company is a manufacturer or service provider. [Family branding, lines 2-4]

A. This can be done either when the company is a manufacturer or when it is a service provider.

 B. This can be done when we aren’t sure whether the company is a manufacturer or a service provider.

2. [Individual brands] possess a distinct individual identity, and the consumer might not know which company owns the brand. [Individual brands, lines 2-4]

A. The consumer is not supposed to know which company owns the brand.

B. It’s possible that the consumer won’t know which company owns the brand.

3. Having such brands ‘competing’ within the same segment... [Individual brands, lines 10-11] The word ‘competing’ is in quotation marks because:

A. The brands are not really competing with each other because only companies or people can compete with each other – not products.

B. The brands are not really competing with each other because they are manufactured by the same parent company.

4. Where there is a threat of unemployment and diminishing levels of disposable income, consumers will feel increasingly insecure. [Own-label brands, lines 20-22]

A. Consumers feel insecure when they think their income will start to go down.

B. Consumers feel insecure when they think they will end up having less money to spend after they have paid all their bills.

5. In such a competitive market, the major brands may retaliate by lowering their prices to compete on price, or maintain their position. In the latter case they are identifying a quality rather than a price position. [Own-label brands, lines 23-27]

A. Major brands competing with own brands can choose whether or not to reduce their prices.

B. Major brands competing with own brands have to reduce their prices in order to keep their market share.

Task 11. Branding project

As you know many companies successfully “brand” themselves to differentiate from their competition.

Successful branding will:

• deliver your company’s message clearly
• confirm your company’s credibility
• give your target market an emotional connection to your brand
• motivate the buyer to buy more of your products
• concrete User Loyalty over your competition

Your Tas k:

As a group of 2-3, you have the opportunity to create your very own “brand” of sports or entertainment product (it must be different from one you have already created). It could be sporting equipment, a sneaker, athletic attire, a video game, or a sports themed restaurant (other product types need prior approval).

Your brand will be presented to the class in the form of a poster along with an oral presentation. Your poster(s) must include:

· unique and recognizable brand mark (should include your brand name & explain function of product)

· Trade character (which relates to the image of your brand & uses the colors of your brand mark)

· Product Label. It must include:

o brand mark

o trade character

o trade name

o product guarantee

With the other leaders of your company, carefully make each of the following decisions for your brand:

1. What type/class of products does your brand make?

2. What type of branding are you using (multi-product branding/multi-branding/co-branding)? Explain WHY you chose this type.

3. What is the trade name (mother company of your brand)? (It can be real or fictitious.)

4. What is your brand name? Is it simple, unique, positive, previously unregistered, and able to last?

*Check www.uspto.gov to be sure your brand name isn’t already being used.

5. What will you use as your brand mark (logo)? You may or may not include your brand name in the logo, however it must illustrate the function of your brand’s products. Pay careful attention to the colors you include in the logo. Draw a rough sketch.

6. What will be your trade character (this character must be fictional and must relate to your target market)? What name will you give him? What will he look like? Draw a rough sketch.

7. What product guarantee will you offer with your product?

 

Unit 4

Business Correspondence

Questions for discussion:

1) What are examples of business correspondence?

2) What are major correspondence skills?

3) How often do you have to write an official correspondence?

4) Do you know the purpose of business correspondence?

5) Do we still write paper letters? If yes/no – why? What are the reasons that so many companies use email correspondence?

6) Why is it good to be polite and indirect in business emails? Find any example. On the other hand sometimes you need to be direct and brief. Think of any situation where or when?

7) Do you follow any instructions how to write properly? Do you use any “special” phrases, collocations etc.? Give the examples.

8) What are the main issues you solve in your email? Could you describe any ordinary email?

 

Task 1. As you know we usually structure a business email as follows:

1) Salutation

2) Opening line

3) Body of an email

4) Complimentary close (closing line)

5) Signature

Could you name examples of these?

Do you structure your emails differently?

Match a – q with 1 – 5.

a. Dear Sir or Madam                                        b. We would like to order 3 samples of...         c. Your order will be processed as quickly as possible.                   d. I look forward to hearing from you soon.      e. Our terms of delivery are...                            f. Best regards g. I would appreciate your immediate attention to this matter. h. Dr. Susan Berkley, Medical Clinic Ltd.         i. We are writing to confirm...        j. Feel free to contact me in case of...          k. Gentlemen                                                l. Thank you for your letter of... m. We regret to inform you... n. Yours sincerely o. Please send us your price list. p. Do not hesitate to contact me for further information. q. Robert Brown, Sales Representative

1. Salutation 2. Opening line 3. Body of an email 4. Complimentary close 5. Signature

 

Task 2. Work in pairs or groups. Decide which statements fit better to following – Requests (R) or Inquiries (I), Offers (Of), Orders (Or), Complaints (C), Letters of applications (LA), Apology (A), Notification (N), Confirmations or Acknowledgements (Co or Ac) and Delivery (D). Sometimes more than one is possible.

1) With reference to your advertisement in ABC Newspaper of 3^rd February I wish to apply for the position of Marketing Specialist.

……………………………………………………………………………………….………………………………………………………………………………………

2) We hope the consignment will reach you in good conditions.

……………………………………………………………………………………….………………………………………………………………………………………

3) Please note that our shop will be relocated to Upper Street 12.

……………………………………………………………………………………….………………………………………………………………………………………

4) We agree to your terms and are pleased to give you an order for...

……………………………………………………………………………………….………………………………………………………………………………………

5) We are sorry to inform you that your last consignment has not turned out to our satisfaction.

……………………………………………………………………………………….………………………………………………………………………………………

6) In confirmation of our telephone conversation...

……………………………………………………………………………………….………………………………………………………………………………………

7) We should be pleased to receive your latest catalogue.

……………………………………………………………………………………….………………………………………………………………………………………

8) We sincerely apologize for any inconvenience this has caused. Thank you for your continued business.

……………………………………………………………………………………….………………………………………………………………………………………

9) Parts of the goods were damaged during transport due to inadequate packing.

……………………………………………………………………………………….………………………………………………………………………………………

10) Our local chamber of commerce has kindly provided us with your address. We are producers of car components and are looking for an opportunity to do business with you.

……………………………………………………………………………………….………………………………………………………………………………………

11) We were very pleased to receive your order.

……………………………………………………………………………………….………………………………………………………………………………………

12) Thank you for your prompt response. Your comments and advice are greatly appreciated.

……………………………………………………………………………………….………………………………………………………………………………………

13) Detailed instructions regarding packing and shipping will follow. Insurance will be covered by us.

……………………………………………………………………………………….………………………………………………………………………………………

14) We offer our apologies for the inconvenience caused and hope you will give us an opportunity to regain confidence.

……………………………………………………………………………………………………………………………………………………………………………...

15) I want to inform you that our office will be closed from 18^th May to 28^th May.

……………………………………………………………………………………………………………………………………………………………………………...

16) We are pleased to advice that your order of 14^th June has been despatched by rail this morning.

……………………………………………………………………………………….………………………………………………………………………………………

17) Pricing depends on the size of your order.

……………………………………………………………………………………….………………………………………………………………………………………

18) I have had six years experience in consulting.

……………………………………………………………………………………….………………………………………………………………………………………

19) We apologize for the delay and will do our utmost to have the goods ready for shipment by 20^th September.

……………………………………………………………………………………….………………………………………………………………………………………

20) Please accept our apologies for the inconvenience caused by this oversight.

……………………………………………………………………………………….………………………………………………………………………………………

21) You will find enclosed our pro-forma invoice.

……………………………………………………………………………………….………………………………………………………………………………………

22) Please confirm as soon as possible that the date proposed for the conference is suitable, so that we can finalise the arrangements accordingly.

……………………………………………………………………………………….………………………………………………………………………………………

Task 3. Look at these softening phrases, match a – f with 1 – 6 to decide which statement could sound more formal.

a. Sorry for the delay...                                1. Could I have Friday off, please?

b. I will be happy...                            2. I am pleased to inform you...

c. Can I have Friday off?                    3. I apologise for the delay...

d. Unfortunately                                  4. I would be delighted to...

e. I have to tell you...                         5. Please accept our sincere apologies

f. We are very sorry                            6. We regret that...

 

Task 4. Listen to the audio and fill the gaps.

Source: https://breakingnewsenglish.com/1101/110122-letter_writing_etiquette.html

Unit 5

Negotiations

Questions for discussion:

1) Why is negotiating process so stressful?

2) What exactly is a trade-off?

3) What is the key to successful negotiations?

4) Is there an important difference between the way you might approach one-off negotiations (e.g. selling your car) and negotiations as part of a long-term business relationship?

5) How can you avoid being manipulated in a negotiation with a more experienced negotiator?

6) Are there any dangers connected with questioning?

7) How can you avoid misunderstandings during negotiations?

 

Task 1. Put the stages of a formal negotiation into the most logical order. Write 1–9 in the first column. There may be more than one possible order.

	a. Party B states initial position and responds to party A’s position
	b. Tying up loose ends
	c. Party A states initial position
	d. Trading concessions
1	e. Relationship-building
	f. Party A asks questions to clarify party B’s position
	g. Establishing a procedure
	h. Clinching the deal
	i. Party B asks questions to clarify party A’s position
	j. Party A responds to party B’s position

 

Task 2. Match the words and phrases with their definitions.

1. If you deviate from a procedure … 2. If a decision is mutually acceptable, … 3. If you impose something on someone, … 4. A framework is … 5. If you set the agenda … 6. Probing questions … 7. If you have room for manoeuvre, … 8. If you challenge a statement, … 9. If you trade concessions, … 10. If you back down, … 11. If you back somebody into a corner, … 12. If you give some ground, … 13. A sticking point … 14. If you take a time-out, … 15. If you clinch the deal, … 16. If you tie up loose ends, …

a. … you can be flexible. b. … you make a concession. c. … you don’t give them a choice. d. … you have a break from the negotiation. e. … you give something in return for something from the other party. f. … you move away from it. g. … simpler than a structured agenda. h. … you make it impossible for them to find a way out. i. … you finalise all the remaining small details. j. … you force the other person to justify it. k. … both sides are happy with it. l. … is something that could cause the negotiation to fail. m. … are attempts to discover hidden details. n. … you accept that you cannot get all you want. o. … your actions determine how the rest of the meeting will run. p. … you reach an agreement.

Task 3. Match these types of question with the examples in bold. Write numbers (1–10)  in the boxes. Some examples may go with more than one type of question. Which of these questions might be dangerous?

 

1. A: We were thinking in terms of six months.

B: Six months?

A: Well, er, maybe we could manage five months.

 

2. So let me check I’ve understood you correctly. Are you saying that would be impossible, or just difficult?

 

3. You mentioned an exclusivity clause. Can you expand on that? What exactly did you have in mind?

4. You said you don’t manufacture in batches of less than 10. Just thinking aloud now, what if there was a way for us to guarantee to buy, say, 20 units over the next three years? Would that work for you?

5. Sorry, was that?13 or?30?

 

6. So when you say you’re looking for a price of around $200, am I right in assuming there’s some room for manoeuvre there?

7. Can I ask how you arrived at that figure?

 

8. You’re offering us 10% now and the remaining 10% on completion. Is that right?

9. A: We need to allow at least a week for unexpected delays.

 B: Unexpected delays?

A: Yes, you know, like illnesses, accidents, that kind of thing.

10. I’m a little confused about the after-sales support you mentioned. What exactly would that involve?

Task 4. Match the techniques for building relationships on the left with the   explanations on the right.

1. Finding  things in common	a. Research has shown that if you give something to another person, they almost always feel obliged to return the favour … or even a much bigger favour. Of course, there’s a limit: you can’t be too cynical and expect someone to knock 10% off their asking price just because you’ve bought them a nice coffee. But a little genuine kindness can go a long way.
2. Showing an interest	b. There’s no doubt that we like people who are like us. In other words, if we can identify with them and understand them as people, not just business machines, we’re much more likely to want to do business with them. In practical terms, there are two sides to this technique: one is to ask questions to find out about the other person. But just as importantly, we need to be open about ourselves, to help the other person to understand us too.
3. Flattery	c. This can go both ways. Firstly, show that you’re treating the other person as an individual, someone special. That means remembering their name, and maybe organising something based on the likes and dislikes they’ve expressed. Secondly, show that they’re dealing with you as a person, not just your organisation. If you’re taking them to your favourite restaurant, make sure they understand that it’s not just an anonymous place to eat, but something that you’ve chosen personally, which says something about who you are.
4. Generosity	d. Say nice things about the other person or their organisation. If that person bought you a meal, tell a third person how nice the meal was and how much you enjoyed the conversation. If you’ve just arrived in their office, say how nice it is. If you notice a diploma on the wall, ask about it and make sure you sound impressed when they tell you. But whatever you do, make sure you sound convincing – there’s nothing worse than false enthusiasm!
5. Gratitude	e. When the other person is talking about himself/herself, we need to listen carefully and show that we are listening. This means not just making ‘listening noises’ like ‘I see’ and ‘Really?’, but actually being interested in the other person. Remember what they are telling you, so you can bring it up next time you meet (e.g. How’s your daughter getting on at university?).
6. Personal touches	f. Whenever the other person is kind to you, always make sure you say thank-you. It may seem like a tiny detail, and perhaps an obvious one, but in fact it can make all the difference. Just imagine how you’d feel if someone failed to thank you for your own kindness! And when you say thank-you, don’t just say ‘thank-you’. Tell them how kind they’ve been and how much you appreciate it.

 

Task 5. Fiona Jackson is in Munich to negotiate the sale of up to five large industrial packaging machines to a large manufacturing company. Read these three extracts from her conversation with Hans Braun, the Director of Operations. Answer the questions for each extract.

 

Extract 1

1. How do Hans and Fiona flatter each other? What adjectives do they use?

2. How do they respond to each other’s flattery? What grammatical structure do they both use?

3. Why do you think they focused on flattering each other’s companies?

 

H: Ah, hello. Ms Jackson? I’m Hans, Hans Braun. F: Good to meet you at last, Hans, after all those emails. And please call me Fiona. H: OK, welcome to Munich, Fiona. Sorry to keep you waiting, by the way. I had an urgent phone call and couldn’t get away. F: No problem. I was just admiring your brochure. It’s really impressive. I didn’t know you had so many famous clients! H: Thanks. Yes, well, we’ve got a great sales team, and we really go for quality in a big way here, much more than some of our cheaper competitors. F: Well, it certainly seems to be an effective strategy, judging by these recommendations. H: Thank you. Yes, they’re very positive, aren’t they? We’ve also heard some great things about your company. I was looking at your website yesterday, and I thought it was really interesting. I loved the ‘Our story’ section, you know, the story about how your founder started the business from nothing. Fascinating. F: Yes, it’s amazing, isn’t it? I’m glad you read that – it means you’ve got a better idea about our approach to business.

 

Extract 2

4. What do you think of Hans’s opening question? How else could he start a conversation to find things in common?

5. How many things in common did they find?

6. What phrases do they use to show interest?

7. What techniques did they use to echo what the other person said?

8. What example of generosity and gratitude is in the conversation?

9. How easy would it be for Hans and Fiona to continue this conversation? Why?

 

H: So, is this your first time in Munich, Fiona? F: Well, yes and no. I came with my family when I was about 14, but … well, that was a very long time ago. I don’t remember much about it … just museums and football. H: Football? Are you a fan? F: Not really. But my dad was … I mean he still is, obsessed with it. So he took us to matches all over Europe. H: Wow. That’s really interesting! I’m also a little obsessed with football, but I don’t drag my kids around to watch matches! F: No, it wasn’t so bad. It meant we got to see lots of interesting places. How many kids have you got? H: Three: two girls and a boy. They’re growing up fast. My eldest daughter is at university already. F: Really? You must be very proud. My kids are still very small, so I’ve got all that to look forward to. What does your daughter study? H: English, would you believe? She wants to study in Bristol next year. F: Bristol? That’s interesting. My brother studied there. He had a wonderful time. It’s a really nice city. I could ask him if he’s got any advice, you know, where to go, where to avoid. H: Well, that would be excellent. I’d really appreciate that. You know what it’s like to be a parent – you never stop worrying about your kids. F: Absolutely. My son’s going on karate camp next week, his first time away from mum and dad, and I’m really stressed about it. He’s only nine. H: Karate camp? Sounds interesting. I used to do a bit of karate myself, many years ago. Is he good at it?

 

Extract 3

10. What is the main example of generosity in this conversation?

11. How does Hans add a personal touch?

12. How does Fiona express gratitude? What do you think of the two techniques she uses?

 

H: So I thought we’d start with a tour of our factory, so you get a really good sense of what we do here and what we need. I’d also like to introduce you to a few of our key people here, if that’s OK. F: That’s great. It all helps me to get a better picture of how we can help you. H: That’s what I thought. And then for lunch, I’d like to take you to one of my  favourite restaurants … a short drive out of the city. F: Oh … that would be lovely, but please don’t go to any trouble. I’d be happy with a sandwich! H: No, I wouldn’t dream of it. This project is very important to us, so we want to treat you well! It’s a lovely restaurant, and I’ve booked my favourite table. So I hope you’re hungry! F: Well, that’s very kind of you. In that case, you must let me return the favour  if ever you visit our factory in Edinburgh. H: OK, that sounds nice. Thank you.

Task 6. Work in pairs. Use these ideas to role-play similar conversations. Invent any details you need (e.g. the name of the city). Try to use the six relationship- building techniques as often as you can – but make sure you don’t sound artificial! Try to keep each conversation going for at least two minutes. When you’ve finished, swap roles and repeat the role-plays.

 

Conversation 1: A: Greet the other person. Apologise for being late. B: Say something nice about the brochure / the office / something you can see (e.g. a diploma on the wall) A: Say something nice about the other person’s organisation. B: Continue the conversation.

 

Conversation 2: A: So, is this your first time in …? B: Yes →Explain what happened                                                                        No, but I have been to …  No, but I’ve heard a lot about it. Isn’t there a …? A: Continue the conversation.

 

Conversation 3: A: Explain your plans for the day’s events. Offer something generous (e.g. a nice meal, some evening entertainment, a symbolic present). B: Express gratitude. A: Make person B feel special. B: Try to return the favour. A: Continue the conversation.

Task 7. Complete the phrases and match them to their correct definition.

1. A win-	sum game	⇒ a situation in which a benefit gained by one side means a loss to the other side
2. A zero-	win situation	⇒ a situation in which both sides benefit

 

Task 8. Complete the following typical stages of a negotiation.

compromise     concessions     counter     details     interests     procedure     proposals     rapport     stalemate     table

1. Build _____________________ ⇒ develop an understanding of and ability to communicate with someone

2. Probe _____________________ ⇒ find out the other side’s expectations

3. Begin the bargaining _____________________ ⇒ start to negotiate the terms of an agreement

4. Make _____________________ ⇒ make suggestions

5. Make proposals _____________________ ⇒ react to suggestions

6. Reach a _____________________ ⇒ arrive at a situation which no progress can be made

7. Make _____________________ ⇒ allow or give up things in order to reach an agreement

8. Reach a _____________________ ⇒ arrive at an agreement where both parties reduce their demands in order to agree

9. Work out the _____________________ ⇒ discuss all the aspects of the deal

10. Return to the negotiating _____________________ ⇒ re-negotiate an agreement

 

Task 9. Listen to the following extracts from a negotiation. Which stages from the previous exercise did you notice?

Source 1: https://www.linguahouse.com/esl-lesson-plans/business-english/negotiating-deals/audioplayer/negotiating-deals-ex3-extract1

Source 2: https://www.linguahouse.com/esl-lesson-plans/business-english/negotiating-deals/audioplayer/negotiating-deals-ex3-extract2

Extract 1: ……………………………………………………………………………………….……………………………………………………………………………………….

Extract 2:

……………………………………………………………………………………….………………………………………………………………………………………

 

Task 10. Match the following common ‘manipulative’ negotiation tactics to their descriptions. Can you think of any dangers in using them? Which type of negotiation from Task 7 do they represent?

1. The negotiation decoy	a. add extra false interests to your agenda which you can bargain with, without affecting your real interests
2. The extreme offer	b. appear as if you are ready to break off the negotiations unless your interests are met
3. Negotiation nibbling	c. ask for more or offer less than expected in order to make ‘concessions’ later
4. Good cop bad cop	d. make one last ‘small’ demand once the deal has been done hoping that your opponent will agree in order not to harm the agreement
5. Mention the competition	e. make references to what your opponent’s competitors are offering in order to gain the concessions that you want.
6. Negotiation limits	f. one member of your team is demanding and inflexible (the bad cop), the other appears to be pleasant and reasonable (the good cop). Your opponent will have to deal with the good cop.
7. Take it or leave it	g. state limitations (e.g. money, time), real or imagined, hoping that your opponent will make a concession to meet your limit.
8. Negotiation silence	h. stop talking during the negotiation in the hope that your opponent will become uncomfortable and want to make a concession in order to break the silence.

Which negotiation tactic above would you ‘neutralise’ with the following responses?

a. Probe each interest thoroughly, e.g. by asking how each one helps your opponent.

b. Focus your efforts on Mr./Mrs. Nasty and ignore Mr./Mrs. Nice. Alternatively, just ignore the tactic altogether.

c. Be very clear about what is included and excluded in the deal. Resist the temptation to make this final concession.

d. Show your surprise and allow yourself to laugh. Mention other deals you have made to persuade your opponent to adjust his/her expectations.

e. Ignore the threat and continue the negotiation as if you have not heard it.

f. Restate your offer. Do not make any suggestions or concessions. In extreme cases, get up and walk out the door in the hope that your opponent will call you back and continue in a reasonable manner.

g. Make sure you know what your competitors are offering and be prepared to explain how your product or service differs in terms of value.

h. If you can make this concession, make sure you get something back. Alternatively, focus on how your product or service will save your opponent time or money in the long-term.

 

Listen again to the negotiation extracts. Which of the tactics 1-8 do you hear? Which of them worked and which of them were neutralised?

Extract 1: ……………………………………………………………………………………….……………………………………………………………………………………….

Extract 2:

……………………………………………………………………………………….………………………………………………………………………………………

Task 11. Complete the expressions that you heard in the dialogues.

Agree     deal     flexibility     for     halfway     make     manage     mind     prepared     reasonable     room     get      throw     work

Opening the negotiation

1. So, shall we _____________________ down to business, then?

Stating/probing interests

2. We were looking to _____________________ an order for 100 cases.

3. What sort of price did you have in _____________________?

4. We were hoping _____________________ a unit price of around?4.50.

Bargaining

5. Would you be willing to meet us _____________________?

6. If you cut your delivery time by, say, 10 days, we would be _____________________ to pay the price you have proposed.

7. We’d need to see a bit more _____________________ on terms of payment.

Rejecting a proposal

8. Come on, let’s be _____________________ here.

9. Unfortunately, I don’t have any more _____________________ to negotiate this fee.

Accepting a proposal

10. I suppose we could _____________________ that.

11. I think we could _____________________ something out here.

12. I think we could _____________________ on 3 weeks.

13. Sure, we can _____________________ that in.

Closing the deal

14. OK, it’s a _____________________.

Task 12. Case study

a) Background

ABC Transport, a fast-growing transport company, has always handled marketing in-house. Previously, it has grown by word-of-mouth and through its team of sales representatives, who focused on large corporate clients. It has a small marketing team of one manager and two marketing assistants, who are also responsible for the website and customer service. However, its new strategy is to expand to serve many thousands of much smaller clients, including private individuals. It has begun negotiations with 123 Marketing, an agency, with a view to outsourcing some or all of its marketing functions. They have just called a time-out after presenting and clarifying their initial position statements. Although there is some distance between them, both are willing to compromise because they both really want to make this deal work.

Work in two teams. One team is ABC Transport; the other is 123 Marketing. First, read a summary of the two sides’ opening statements. In your teams, try to work out the interests behind each of your positions and those of the other side. For each variable, plan your target point and your reservation point. Try also to identify creative opportunities for compromise.

 

	ABC Transport	123 Marketing
Price	No more than £250 per day per consultant.	£300 per day (standard service); £450 per day (elite service)
Quantity	Guaranteed four days’ work per month for one consultant, but could well be a lot more in most months, especially over the next six months.	Guaranteed ten days’ work per month.
Notice period	No more than four weeks’ notice for both sides.	Six months’ notice for both sides – this is vital as we will have to recruit new consultants.
Quality	Marketing consultants to be fully qualified and experienced.	All consultants hold at least minimum qualifications, but most work is done by recent graduates. The most experienced consultants work only on ‘elite’ contracts, but they also support and advise newer consultants.
Turnover	No turnover of consultants (i.e. not different people every month).	We aim to keep turnover to a minimum, but cannot guarantee this.
Range of service	Only those jobs that the current marketing team cannot supply.	Full service, including taking over management of website.
Decision - making	Current marketing team to make all decisions, based on advice of consultants.	Consultants to make day-to-day decisions. They work in partnership with current team, but are able to overrule them if necessary (subject to discussions with the marketing manager and/or board of directors).

b) Language practice

Plan at least five if-sentences for the bargaining stage of the negotiation. Think carefully about your choice of language.

c) Role-play

Work with the other team to role-play the bargaining stage. You can use the sentences you prepared in exercise 7, but you may decide not change them as the negotiation progresses. Remember: your aim is to reach a deal, and to build a good long-term relationship. If you are too aggressive, or if you ‘destroy’ the other team, your short-term victory will not lead to long-term business success.

Unit 6

Business Communication

Questions for discussion:

1) What typical topics do you discuss with your colleagues at business meetings?

2) What are the advantages and disadvantages of written and face-to-face communication?

3) What ethical principals should be considered in office talk?

4) What types of business communication do you know? Give examples.

5) Has modern business environment affected the business etiquette?

6) Do you believe it is still relevant to follow business etiquette at the meetings, wear suits, act in accordance with the formal rules?

7) What are the barriers of effective business communication?

8) Say how business communication has changed due to the development of distant ways of communication, e.g. Skype meetings, Zoom video calls, Microsoft Teams conversations etc.

 

Task 1. Read the questions and answers below. Then, listen to an extract from a discussion about a company’s financial situation. Choose the best answer for each question.

Source: https://www.linguahouse.com/esl-lesson-plans/business-english/discussions/audioplayer/ex2amp3

 

1. What problem is the company facing?

a. clients are paying late

b. clients are buying from a cheaper competitor

c. employees want higher salaries

 

2. Which of the measures below does the speaker NOT propose?

a. imposing penalties

b. hiring a credit controller

c. offering cheaper prices

 

3. According to the speaker, it’s possible that the company’s clients will find the proposed measures

...

a. rather strict

b. acceptable

c. flexible

 

4. Why does the speaker think that clients will probably accept the proposed measures in the end?

a. they have no choice

b. they have good relationships with the company

c. competitors are more expensive

 

Task 2. Listen to a discussion on the prison system and choose the best answer for each question.

Source: https://www.linguahouse.com/esl-lesson-plans/business-english/discussions/audioplayer/ex2bmp3

 

1. What problem is the speaker discussing?