key market leader book2

Unit 1 Career
Vocabulary:Career moves
A: 1c 2a 3b 4e 5d
B: 1 have
2 take
3 make
4 climb
5 offer
6 decide
C: Odd items out:
1 a training course
2 progress
3 a part-time job
4 a mistake
5 a pension
6 an office job
Listening: Human resources and recruitment
B 1.1:
1 need to be able to get on with people
2 need to be adaptable (adaptability)
3 need a sense of humour
C1.2:
1 a , b, d
2 a , b, c, f
Reading: Female train drivers
C:
a readers who applied for the job
b the time at which London Underground driver have to get up
c the annual salary of London Underground drivers
d the number of weeks' holiday they get
e one of the reasons London Underground is keen to recruit more women

f the number of female drivers on the London Underground now
g the percentage of drivers who are women now
D:
1 one(point out this use of single if you have not already done so )
2 advantage:salary of £27,650, eight weeks' holiday
Disadvantage : getting up very early


3 that the train is on time
4 because they think women can break bad news(such as delays) more sympathetically to
passengers
Language review:Models 1: ability, requests and offers
A:
1 Can I get you anything? --offer
2 Could I confirm your contact details? --request
3 Can you use this software package ? --asking about ability
4 Can you speak any other languages ? --asking about ability
5 Could you tell us more about your present job ? --request
6 Could you tell me your current salary ? --request
7 Would you let us know your decision as soon as possible ? --request
8 When can you start ? --asking about ability
9 Would you like some more coffee ? --offer
B:
a6 b3 c7 d1 e2 f9 g5 h4 i8
Skills:Telephoning:making contact
B:
Conversation 1: Christophe Boiteaud phones about a job advertisement in a magazine called
Careers NOW. He wants Carmen Diaz to send him an application form for the job. The callers do
not know each other.
Conversation 2: Jacques from Intec phones Andrea, but she is not there. He leaves a message to

say that he will not be at a training course. Jacques implies that speaker B knows who he is, even
if they do not know each other personally.
Conversation 3: Dave phones John, whom he knows , to get the fax number for Workplace
Solutions because he can't get through on the phone.
C1.3:
1 I'd like to speak to...
2 Thank you .Hold on.
3 I'll put you through.
4 Hello. Is that Carmen Diaz?
5 Speaking.
6 Yes, I'm phoning about your advert...
7 Could you give me your name and address?
D1.4:
1 Could I speak...
2 I'm afraid...
3 take


4 message
5 This is ...
6 Could
7 tell
8 make
9 call
10 back
11 on
E1.5:
Deyave Hi,John. Dave here.
John Oh, hello, Dave . How are you ?
Dave Fine, thanks. Listen, just a quick word.

John Yeah, go ahead.
Dave Do you think you could let me have the fax number for Workplace Solution? I can't get
through to them. Their phone's always engaged.
John I've got it here. It's 020 7754 4237.
Dave Sorry, I didn't catch the last part. Did you say 4227?
John No, it's 4237.
Dave OK. Thanks. Bye .
John No problem. Bye .

Unit 2
Vocabulary: Shopping online
A:
1b 2c 3b 4a 5c 6b
B:
Credit card details - 2
Cooling off period - 1
Money back guarantee - 6
Method of payment - 3
Interest-free credit - 4
Out of stock - 5
After sales service - 7
Listening: Selling online
A2.1:
1 good website
2 easy
3 quick
4 lots of information


5 low prices

6 delivery service
7 customer service
B2.2:
1 It offered a good service.
2 The real reason for the failure of e-toys was that ran out of money and therefore went into
liquidation.
C2.3:
1 true
2 false
3 false
4 true
D
1 Differences
Shop assistants are obviously not important when buying online but, if the website also has a
telesales operation (people answering calls from customers, selling by telephone, etc.), these
people may have some of the functions of shop assistants.
Delivery is only sometimes an issue when people buy things in shops rather than online.
The look, feel and ease of use of websites is important in online sales, but obviously not in shops.
This could be compared in some ways to the decor and layout of shops.
2 Similarities
Customer satisfaction, quality ,reliability of goods, etc.are just as important.
Customers want value for money in the same way (but may want even more value for money, in
other words lower prices for the same goods, when buying online).
Reading: Virtual pocket money
A-B:
Exercise A
1 Possible items include books, software, clothing, sports goods (especially for teenage sports
such as skateboarding), music and concert tickets.
2 The main problem is how teenagers can pay independently of their parents,as most sites require
users to have credit cards.

Exercise B
1 The items actually mentioned are games, CDs and clothing, music and the first three mentioned
again, along with books and videos.
2 The main problem is indeed that of payment. This is mentioned in paragraph 2 of the artcle.
C:
1 false
2 false


3 true
4 false
5 true
D:
1 teenagers
2 a new payment method for teenagers to buy online
3 a facility that allows teenagers to buy online
4 the purchases made online by teenagers
5 parents
6 reenagers
E:
123+
45+
Language Review
A:
1 no
2 no
3 no
4 no
5 no
6 no

7 yes
B:
1f 2g 3e 4b 5c 6d 7h 8a
Skills: Negotiating: reaching agreement
B:
Negotiating
point

What Michelle
wants

What the designer
wants

What they agree

Schedule for setting
up the website

One month, by the
end of July

Two months

One month, fewer
pages

Payment terms

Fixed amount:$6.000

$50 an hour

$6,000(half in
advance)

Website design

A large number of
covers on every page

One big image

Two covers per page


C:2.4,2.5
1 will you agree
2 priority
3 agreed
4 normal fee
5 we'd prefer
6 offer
7 mind if I
8 as long as
9 How about
10 agree to
D2.6:
D Now , the design of the website. Will we have book covers on it?
M Absolutely. I'd like to display a large number of book covers on every page. They'd really

attract people's attention. What do you think?
D It's a bit too much,, I'd say. A lot of pictures take too long to download. I'd prefer one big
image. How about that?
M Mmm, I don't know. People like to see the book covers. It draws them into websites, believe
me.
D Maybe you're right . How about two covers per page, then?
M OK, that sounds reasonable. Now , what else do we need to discuss before you get started?
1
2
3
4
5

strong agreement
polite disagreement
hesitant disagreement
hesitant disagreement
polite agreement

Unit3 Companies
Vocabulary: Company vocabulary
A
1. turnover(Point out that this is only used in BrE. Americans just talk about ‘sales’.)
2. profit
3. subSlDiary (point out the stress)
4. workforce
5. market share
6. head office
7. share price
B

1. turnover
2. profit


3.
4.
5.
6.
7.
C

market share
share price
head office
subsidiary
workforce

company

Main activity

Nationality

Cisco Systems

Internet equipment supplier

American

Peugeot

Car manufacturer

French

Bacardi Martini

Drinks supplier

Spanish

American Express

Travel and financial services
provider

American

Bayer

Drug and chemical marker

German

Benetton

Clothing manufacturer

Italian

Sony

Electronic goods marker

Japanese

maersk

Container ship operator

Danish

Listening: Reasons of success
A
1. Triumph has a very strong brand name.
2. It has invested and developed new models.
3. It has given the bike a very up-to –date look: it has focused on styling and on the quality of
the product.
B
1. styling
2. quality
3. sales
4. serious
5. manufacturer
C
1. true
2. true
3. false
4. false
5. false

6. true
7. false
Reading: Company website
C
Brand

Zodiac, Gemini, Capricorn

Revenues

More than ＄8 billion

Headquarters

Seattle


Number of employee

More than 100,000

Main aim

Long-term, qualitygrowth

D
1 a 1988
b 1989
c 1984
d 1978

e 1999
E
1. c 2. a 3. d

2 a Seattle
b Japan
c Seattle
d Paris
e Toronto
4. b 5. f 6. e

Language review: Present simple and present continuous
A
1. hold, are holding
2. are using, use
3. takes
4. raise, are raising
5. deals
6. recruit, are advertising
7. are renting
8. wants
B
1. are
2. offer
3. have
4. are growing
5. employ
6. are considering
7. are preparing
8. are looking

9. need
10. offer/are offering
Skill: presenting your company
B
Tara Fashions
Where is the head office?

Córdba, Spain

What does it sell?

Clothes(practice pronunciation)

Who are its customers?

Fashion-conscious men and women aged 20-35

Annual turnover?

€260 million

Annual net profits?

€16 million

Number of stores:
In Spain?
In other European cities?

15

14


(5 new stores next year)
Strengths?

Can bring out new designs very quickly
Designs sold at right price

Future plans?

New store in New York next year

C
Useful language
Outlining the presentation
First, I’ll give you some basic information.. √
Secondly, I’ll talk about our stores in other countries.
Next, I’ll talk about career opportunities. √
Last of all, I want to look at our future plans.
Introducing new information
Here’s some basic information.
Let me add a few figures. √
Let’s have a look at some statistics.
What are our strengths? √
Ending the presentation
To conclude, I want to tell you about our future plans.
Finally, a few words about our new project. √
Thanks very much for listening to my talk. √
Thanks for coming to my presentation.

UNIT A Revision
1. Careers
Modals
1 c 2 b 3 c 4 c 5 a 6 b 7 c 8 a 9 a 10 c
Reading
1 of
2√
3 too
4√
5 in


Writing
ul. Jana Matejiki 73/5
01-125 Warsaw
Poland
Fast-Track Inc.
1225 Federal St
Boston, MA 02110
USA
25 February 200Dear Sir or Madam
I would like to apply for the job of Sales Manager for the Central Eastern Europe area. I have
worked as a sales representative in Germany, the US and Poland for more than 15 years. In that
time I have had a good sales record. I joined Fast-Track a year ago.
I have good organizational and inter-personal skills and feel I would be good at team building. I
have some knowledge of designing websites, and I feel I could manage the development of this
area. I speak fluent English and Polish in addition to German, my mother tongue.
I would be happy to say more about my qualifications for the job if invited for a interview.
Yours faithfully

Anna Belinski
2. Selling online
Vocabulary
1. OFFER
2. SELLS
3. RETURN
4. EXCHANGE
5. BARGAIN
6. DELIVERY
7. WAREHOUSE
8. PURCHASE
9. REFUND
10. STOCK
11. DISCOUNT
Modals
1c 2a 3a 4c 5a 6b 7c
Reading
1c 2b 3a 4c 5a 6b 7c 8c
3. company


Sectors
1 c 2 e 3 f 4 a 5 i 6 d 7 b 8 j 9 g 10 h
Present simple and present continuous
1 is standing stands
2 is wanting wants
3 is arriving arrives, is checking checks
4 travels is traveling, visits is visiting, is needing needs
5 is knowing knows
6 recruits, recruits is recruiting

7 expands is expanding
Financial performance
1c 2b 3a 4c 5b 6c 7a

Unit4 Great Ideas
Vocabulary: Verb and noun combinations
A
1b 2c 3a 4f 5d 6e
B
1f 2c 3e 4d 5g 6b 7a
C
1. exploits
2. extend
3. enter
4. make
5. meet
6. saves
7. enhances
8. reduces
9. protects
10. fills
11. win
listening: Developing new ideas
A
1a) Oxford University’s research laboratories.
1b) By negotiating licences or by helping researchers start new companies.
2a) No, but they have one company which uses technology developed in the engineering
department to make car bodies more quickly and therefore more economically.
2b) Yes, One company makes beehives to help improve fruit production in orchards.

2c) No, but they have started a company which trains archaeologists in the use of computer
techniques and sells them the software that they need to do this.
B
1. science
2. business plan
3. write
4. investment
5. start
6. investors
Reading: Three great ideas
A
Herta Herzog

Richard Sears

Vodafone

Advertising

Mail order

Mobile phones

New York,
USA

The US

The UK

Date of idea

1970s

1891

1997

Great ideas

Alka Seltzer ad was
changed to show a
hand dropping two
tables into a glass, not
one.

Used railway system
and post office to
create a new way of
selling.

Got people to pay in
advance for their calls
with a top up card.

Result of ideas

Sales doubled

Company expanded
fast and developed the
first
automated
warehouse.

Users could budget
more carefully. Sales
increased.

Job/Industry
Where
created

idea

was

B
Herta Herzog was working for the Jack Tinker advertising agency in New York.
Richard Sears was an agent of a railway company and was selling watches with his partner Alvah
Roebuck.
Vodafone was making good profits.
Language review: Past simple and past continuous
A
1. was marking/marked
2. fell
3. lost
4. was doing
5. used/was using

6. stayed
7. wrote
8. sent


B
Art Fry
Job/Industry

Research scientist,3M

Where idea was created

The US

Date of idea

Early 1970s

Great ideas

Using a new adhesive on a price of paper to
make a bookmark that could be moved and
written on.

Result of ideas

Post-its became past of office life.

Unit 5

Listening: dealing with stress
5.1
job insecurity
long hours
5.2
long hours √
a difficult boss √
lack of promotion opportunities for women √
5.3
1.women 2.women 3.men
Reading: a career change
B: 1.He is a bus driver now but he used to be a bank manager.
2.He earning ＄30,000 per year before.Now he earns ＄11,00.
3.Bus maps and timetables
4.Nearly 30 years
5.The basic idea is probably that he found no pleasure in work anu more and did not want to
progress any further in his banking career.
6.He ‘does not take his work home’.This means that he does not take work to do at home or
think about work when he is not working ,unlike when he was at the bank.
C: a customer–a a timetable-a an accout-a
A garage-b a nine-to-five job-a wages-b
A shift-b
a passenger-b
a loan-a
A salary-a a terminus-b
an overdraft-a
D: 1.give up 2.realise an ambition
3.anti-social hours 4.work your way up through a company
5.take work home
Vocabulary:stress in the workplace

A: 1.c 2.d 3.e 4.a 5.b
B: 1.deadline 2.workaholic 3.workload
4.lifestyle 5.flesitime


Discussion: stressful jobs
A: actor 7.2 teacher 6.2 bus driver 5.4 hairdress 4.3
Banker 3.7 librarian 2.0
Language view: past simple and present perfect
A: 2.first 3.second 4. second 5.second 6.first
B: Past simple: two years ago;
in 1999;
yesterday;
During the 1990s;
when I was at university
Present perfect: so far;
ever;
yet;
just;
for the past 2 weeks
already;
never
over the last few years
since 2001
C: a: Have you ever trallver abroad on business?
b: Yes,I have.
a: where did you go?
b: NEW YORK.
Skill:participating in dicussions
B (5.4):could offer

how about
should improve
could change
what about
C: 1.D 2.D 3.A 4.A 5.A 6.A 7.A

Unit6
Listening: corporate entertaining
6.1
1.customer relationship management
2.according to tony, it is mainly to keep old clients,
Because keeping them it is much cheaper than finding new ones.
3.opera, jazz, rock and pop concerts
6.2

1.a small business may have fewer customers so,
if it loses one, this can be more serious than for a
larger firm.
2.It is important to retain customers during periods of economic decline, so spending on


entertainment is more important than during boom times.
Vocabulary: eating and drinking
A: a:2 b:7 c:1 d:8 e:5 f:6 h:4 g:3

B:
Fruit

Meat

Vegetable

Seafood

Others foods

Banana
Melon
Lemon
Apple
Orange

Lamb
Beef
Veal
Chicken

Broccoli
Peas
Beans
Tomato
Potato
onion

Crab
Lobster
Fish
Prawns
Mussels

Eggs
Pasta
Cheese
Rice

D: 1:e 2:c 3:b 4:f 5:a 6:d
Reading: Corporate in Japan
C: F F T T T F
D: 1 halved 2 in steep decline 3 restructuring
4 budget 5 boom days
6 conglomerate
Language view: Multi-word verbs
Exercise A: 1 d 2 a 3 f 4 g 5 c 6 e 7 b 8 h
Exercise B: 1 √
2
Her secretary looks after her really well
3
I looked around the warehouse
4
√
5
The visitors turned up very late
Exercise C: B C A B A B B A
Skill: socializing greetings and small talk
Exercise B: 1 d-yes 2 e-no
3 b-yes 4 c-no 5-no
Exercise C: 1 have, met
2 good, you
3 know
4 work

5 give, regards
6 pleased
7 hear
8 great
9 love
10 forward
Exercise D: a:1 2 4 5 7


b:3 6 8 9 10
Exercise E: 1-6; 4-8; 5-3; 7-10;9-2

Unit B Revision
U.4
verb and noun combinations
1. exploit an opportunity＄d
2. extand a range＄e
3. win an award＄f
4. make a breakthrough＄b
5. enter a market＄a
6. see an opening＄c
Reading
1 C 2 B 3A4 B 5A6 C 7A8 B
Unit 5
Past simple and present perfect
1.√ 2. √ 3.has done did 4√ 5.has finished
6. √ 7.has continued 8. √
Vocabulary
1b 2c 3c 4a 5a 6a 7c 8b

Unit 6
Multi-word verbs
1 call off an event -c
2 cut down on cigarettes -e
3 look after a sick person -d
4 look around a house –g
5 run up a bill –f
6 take up an invitation –a
7 throw out old fish –b
Choosing a conference center
1i 2e 3g 4h 5f 6b 7a

UNIT7
Starting up
A 1d 2a 3b 4c
Vocabulary


A 1 market research-b
Segment-c
Share-a
2 consumer behaviour-b
Profile-a
Goods-c
3 products launch-a
Life cycle-b
Range-c
4 sales
forscast-b
Figures-c

Target-a
5 advertising campaign-c
Budget-b
Afency-a
B age:25+
Sex:male
Job:executive
Income level: $70,000+
Other products: Hugo Boss suits, Rolex watches, diving holidays in the Seychelles
Holidays in the Seychelles
Listening
7.2
1 campaign
2 people
3 messages
4 sales teams
5 want
6 when
7 price
8 profitable
7.3
1 orange mobile phones
2 she thinks moles communications are very interesting and that it was a great
campaign in itself with a fantastic strap line.
3 ‘the future`sbright,the future`s orange`
7.4
1 an electrical goods manufacturer
2 if you boughe an appliance(explain this word),you were promised free flights.
3 sales went up.
4 they could`s keep up with the demand and they overspent on the prizes.

Reading B 1 a) Switzerland
b) Italy
c) Japan
d) China
2 a) the year that Ferraris created its marking department


b) the number of Ferraris sold in Switzerland
c) the year which d) refers to
d) the percentage of Ferraris sold to women
C 1 It didn`t have a marketing department-people seeing Ferraris in the street was enough
2 a) produce goods of the highest quality,beause people are buying goods on the basis of
desire rather than need.
b) give your brand emotional quarities that match customer`s desires,thus creating and
selling dreams
Laurage A 1 what does market niche mean?
2 how much does it coat?
3 why don`t you sell it?
4 when must it be finished?
5 did you go to the fair last week?
6 is you boss coming tomorrow?
Skill
7.5
1 2T 3T 4
7.7
1 yes
2 it has increased by two percent
3 over ＄1.2 million
4 ＄30,000
7.8

1 young Joo Chan
2 Korean
3 82 2 0735 8879
4 Friday 18th

UNIT8
Vocabulary:
ExerciseA
1 estimate costs
2 forecast sales
3 do research
4 collect information
5 consider oprions
Exercise B
The most likely combinations are:
1 write a schedule, a plan , a report
2 rearrange a deadline , a meeting
3 meet a deadline
4 arrange a deadline, a schedule, a meeting
5 prepare a schedule , a budget a plan , a report
6 keep winthin a deadline , a schedule , a budget


7 implament a schedule , a budget , a plan, a report
C 1 meeting
2 budget
3 information
4 options
5 rearch
6 report

7 costs
8 budget
9 schedult
10 deadline
11 sales
Listening
8.2

1 achieve
2 deadline
3 tasts
4 timetable
8.3 1 climb the highest mountain on each of the seven continents
2 reasons of sponsorship
3 communication with the people that Rebecca was climbing with
8.4 1 The weather
2 Ungoreseen change in the economic climate
3 step back
Reassess the situation
Redefine one’s goal
4 knowing exactly what it is you want to achieve
Reading
1 h 2 e 3 g 4 f 5 b 6 a 7 c 8j 9 d 10 i
Language
Exercise B
1c2a3b
Exercise c
1 hoping 2 expecting 3 planning
Skills
8.5 A a 6 b 1 c 5 d 4 e 2 f 3

B 1 clarfying
2 interrupting
3 clarifying
4 interrupting
5 clarifying


Unit9 Managing People
Listening: good managers
A
1.observing

understand the behaviour, the strengths and

weaknesses of their staff

2. Listening learn about their staff’s problems.
3. asking questions find out all the information they need to make the right decisions.
4. speaking communicate their objectives clearly to all their

staff.

B
1. true 2.true 3.true 4. false 5. true

C
1.They mistakenly want them to be more forceful, to deal with problems logically, and to be
ambitious.
2. They ignore the background, education and cultural differences between themselves and their
staff.

3. Because they focus too much on their weaknesses, jump to conclusions too quickly and label
all local staff as the same.

Vocabulary: Verbs and prepositions
B
1c 2g 3e 4a 5b 6d 7f


D
1 with
2 to
3 about
4 for
5 about
6 with
7 to
8 on

Reading: Managing across cutures
C
1.e 2.d 3.c 4.a 5.b
Language review: Reported speech
A
1 said
2 told
3 told
4 said
5 told
6 said

Skill: Socialising and entertaining

Exercise B
1. Alexandra invites Rachel to have dinner at a restaurant with colleagues.
2. Rachel refuses politely.

Exercise C
kind of you
if you
mind
another time

D 9.6
1. What do people here like doing in their spare time?
2. What about you, Sven, what do you usually do after work? In the evenings?
3. How about you, Marta?

E 9.7
Sven showed Marta round Stockholm and took her for a meal.


F
A4 b6 c5 d3 e1 f2

Unit C Revision
7 Marketing
Word partnarships
1 market leader -e
2 consumer goods -a

3 product launch -b
4 sales target -c
5 advertising budget -d
Questions
1 Which (or what) age group are in?
2 Do you have children?
3 how old are you ?
4 How much do you earn?
5 How many times a year do you go on holiday?
6 Do you usually go on holiday alone or with friends or your family?
7 When was your last holiday?
8 Where did you go?
9 Did you buy a package or arrange it yourselves?


10 How did you travel?
11 How long did you go for?
12 What did you like and dilike most about the holiday?
8 Planning
Vocabulary 1b 2c 3a 4b 5a 6c 7b
Reading 1 to 2 true 3 the 4 to 5 is

Unit 10 Conflict
Reading: Negotiating across cultures
A
Article A (Russia)
1c 2a 3b
Article B (Germany)
1b 2c 3a
Article C (the US)

1b 2c 3a
Article D (Spain)
1c 2a 3b

B
1 the US


2 Russia
3 Spain
4 the US
5 Russia
6 Germany
7 the US
8 Spain
9 Germany
10 Russia

Vocablary: Word building
C
1 impatient
2 creativ
3 unemotional
4 weak
5 strong
6 imformal

Skills: Negotiating: dealing with conflict
B 10.3