BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC SPKT HƯNG YÊN TIẾNG ANH CHUYÊN NGÀNH (Tập giảng dùng cho sinh viên đại học,hệ quy) Biên soạn: Vũ Thị Huyền Bộ môn: Kinh tế THÁNG 10/2015 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC SPKT HƯNG YÊN TIẾNG ANH CHUYÊN NGÀNH (Tập giảng dùng cho sinh viên đại học, hệ quy) Biên soạn: Vũ Thị Huyền Bộ môn: Kinh tế THÁNG 10/2015 Unit 1: Brands 1.1 Listening: Why brands matter a Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultcy based in London In the first part of the interview she talk about why we need brands Listen and complete these extracts Brands are all about… You know what a brand is…, what it…, what it’s going to… You actually trust it to… … … … again One thing about brands is they add a lot of … and … and …, as well as giving you power to … things b Listen to the second part of the interview and tick the points below which Sandra makes People are very loyal to successful brands Even successful brands are seen as just a product or a service Apple was popular because it wasn’t a big corporation Apple customer felt that the Mac was an easy product to use c Listen to the example Sandra gives of how Wolff-Olins helped a company with What was the company? What is its business sector? What advice did they receive? 1.2 Reading: Outsourcing production Made in Europe By Jo Johnson, Fred Kapner and Richard McGregor Almost every fashion label outside the top super – luxury brands is either already manufacturing in Asia or thinking of it Coach, the US leather goods maker, is a classic example Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets In March 2002 it closed its factory in Lares, Puerto Rico Its last company- owned plant, andoutsources all its products Burberry has many Asian licensing arrangements In 2000 it decided torenew Sanyo’s Japanese licence for 20 ten years This means that almost halfof Burberry’s sales at retail value will continue to be produ ced under licencein Asia At the same time however, Japanese consumers prefer the group’s Europeanmade products Sanyo is now creating to this demand for a snob alternative to the Burbe rryproducts made in its factories across Asia by opening a flagship store inTokyo’s Gin za, where it sells Burberry products imported from Europe In interviews with the FT, many executives says the top luxury brands willcontinue to be seen, particularly in Asia, as European Domenico De Sole ofGucci says “ The Asian Consumer really does believe – whether it’s true ornot – that luxury comes from Europe and must be made there to be thebest.’ Serge Weinberg, Chief Executive of Pinault Printemps Redoute, whichcontrols Gucci, says it will not move Gucci’s production offshore Yet some inthe industry recognize that change may be round the corner even for thesup erluxury brands Patrizio Bertelli, Chief Executive of Prada, says:’ The“Made in Italy” label is importan t but what we are really offering is a style,and style is an expression of cultureHe theref ore recognizes that qualityfashion items may not always need to be produced in italy Amitava Chattopadhyay, professor of marketing at Insead, the businessschool, says:’ A brand is a set of associations in the mind of the consumerand one of these is the countr y of origin For luxury goods, the role of thebrand is crucial To damage it is a cardinal sin and no brand manager willwant to get the balance betwee n manufacturing location and the brandimage wrong’ 1.3 Language review: Present simple and present continuous Can you give me some examples? Yes, of course We use the present simple to talk about things which are repeated every day, every week, every year, etc I usually get up at o'clock During the week I have swimming practice on Mondays, I dotaekwondo on Tuesdays and tennis on Thursdays We always go on holiday in the summer I see And you use words for explaining more about the time too Yes, we often use adverbs of frequency sometimes, often, usually or other time expressions like on Mondays, twice a week or in the summer What about permanent states? What does that mean? Permanent states are situations or feelings which are not temporary I like him a lot Sophie works as a travel writer They live in London We also use the present simple for general facts, for example when talking about science or geography Thailand is really hot at this time of year Snakes live on the ground, in trees and in water So what I need to know about forming the present simple? The main thing is that the third person singular forms end in -s or -es That's for he, she or it He watches black and white films at his cinema club on Wednesdays He thinks chess is a sport! OK, and the other forms don't end in -s or -es? I watch TV a lot We think Coldplay are boring Correct! What about questions and negatives? For most verbs we use the present simple of the verb do/does + subject + infinitive without to to form questions Do you see him on Wednesdays then? Does Jack like sports? For negatives we use the subject + do/does + not + infinitive withoutto Daisy and Jack don't go out together much at the weekend I don't think Coldplay are boring To go back to the idea of permanent and temporary things, what about this sentence: Is your mum in Thailand this week? Isn't that temporary? Yes, it is That's a very good point Normally we use the present simple for permanent states, and the present continuous for temporary states, but some verbs are thought of as State Verbs and they are not usually used in the continuous form And the verb to be is one of those verbs? Exactly! So even though staying in Thailand is temporary, we use the present simple with the verb to be Here's another example: How's Daisy? Is she with you? But that isn't the question form you just told me about! Where's the do? Ah, no I said 'for most verbs we use in questions' The verb to be is different and so are modal verbs like can We'll look at the verb to beseparately because it's different and very common What are the other state verbs? We'll look at those when we look at the Present Continuous Any more questions? Yes, what about: The train leaves at in the morning? Isn't that talking about an event in the future? Yes, it is, but it's also a repeated event This is sometimes called the 'timetable future' OK, I have a maths class in a minute, so I have to go - Skills: Taking part in meetings Talking part in meetings Four marketing executives at a cosmetics company, Marvel Plc, are talking about licensing their 'Luc Fontaine' product range to an Asian manufacturer Listen to the conversation and answer the questions 1.Why the marketing executives at Marvel Plc want to license their 'Luc Fontaine' product range? 2.What advantages does Susan Li offer to Marvel? 3.According to Barbara, what is the disadvantage of offering a license to Susan Li? 4.What suggestion does Barbara make to her colleagues? Discussion: Two promotions Case 1: Harley Davidson In 2003 the Harley Davidson brand was 100 years old Although its brand image is based on the spirit of wild and rebellious youth such as Marlon Brando in the film The Wild One (1954), the typical consumer is very different They are likely to be rich, middle-aged accountants trying to recapture their youth The average age of Harley Davidson customers is 46 compared with 36 for the rest of the motorbike industry At the party to celebrate the centenary, the surprise performance was actually Elton John, rather than the Rolling Stones who many people had expected This caused many of the 150,000 riders and dealers to leave the event very unhappy Although sales and earnings for Harley Davidson have been increasing for the past 18 years, many people see the trouble on the road ahead The problem is Harley Davidson’s typical customers from the baby –boom generation (1946 – 1964) and, as these customers get older, Harley Davidson may find its market shrinking Case 2: JCB JCB is a world-famous engineering company It was founded in 1945 by Joseph Cyril Bamford He began his business working alone in a small garage JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles, and loading machines Now its world headquarters in England is one of the finest engineering factories in Europe The company produces over 130 different models on four different continents and sells a full range of equipment in over 150 countries It is truly a global brand JCB’s research showed that its customers associated with the company with the following brand values :’yellow,’digger’, and ‘durable’ Adult saw the brand and being functional Children, on the other hand, saw the brand as ‘big’, ‘muddy’ and ‘fun’ JCB made a decision to stretch its brand Where does the name JCB come from? Its come from by Joseph Cyril Bamford What was surprising about JCB’s customer research? Its customers associated with the company with the following brand values : “yellow’, ‘digger’ and ‘durable’ What sort of products you think JCB developed as a result of its research? JCB makes construction and agricultural equipment such as tractors, earth-moving vehicles and loading machines Can you think of a similar example of brand-stretching in your country? - Làm tập tr 1-7 - Vocabulary: Brand management PRODUCT A Match these word partnerships to their meanings BRAND a b c d the name given to a product by the company that makes it using an existing name on another type of product the ideas and beliefs people have about a brand the tendency to always buy a particular brand e how familiar people are with a brand name stretching awareness loyaltly image PRODUCT f g the set of products made by a company the use of a well-known person to advertise products endorsement h when products are used in films or TV programs placement i j launch lifecycle the introduction of a product to the market the length of time people continue to buy a product range 10 B Complete these sentences with word partnerships from Exercise A BRAND The creation of Virgin Cola, Virgin Air, Virgin Rail and Virgin Bride is an example of brand stretching Consumers who always buy Levi´s when they need a new pair of jeans are showing brand loyalty Not enough people recognize our logo; we need to spend a lot more on raising brand image PRODUCT David Beckham advertising Vodafone is an example of product endorsement A product lifecycle consists of introduction, growth, maturity and decline The use of BMW cars and Nokia phones in James Bond films are examples of products placement Loyalty [ J ] a the name given to a product by the company that makes it Image [ C ] b using an existing name on another type of product stretching [ B ] c the ideas and beliefs people have about a brand awareness [ E ] d the tendency to always buy a particular brand name [ A ] e how familiar people are with a brand launch [ I ] f the set of products made by a company lifecycle [ D ] g the use of a well-known person to advertise products range [ F ] h When products are used in films or TV programs placement [ H ] i The introduction of a product to the market 10 endorsement [ G ] j the length of time people continue to buy a product - Case study: Caferoma BACKGROUND AND PROBLEMS BACKGROUND Caferoma is a well-known coffee brand made by a company called PEFD , based in Turin, Italy Brand image : Italian-style coffee, exclusive product for people who loveground coffee, has strong and slightly bitter taste, cost more than almost everyother ground coffee product on the market PROBLEMS Market share has declined by almost 30% Consumers have become less loyal to brands and more price conscious(they are rather buying economy brands than premiere brands) Supermarkets are selling own ‐ label brands at much lower prices There are lot of ‘copycat’ products – cheaper Italian style brands that have established themselves as a strong competition to high end brands like Caferoma Caferoma’s brand image seems to be outdated, no longer exciting and Unit 2: Travel 2.1 Reading: Air rage Road ragers in the sky By Derek Brown Airline and their long-suffering customers are reporting a steep in air rage incidents Some incidents are apparently caused by problems which are familiar to many regular travellers One case reported from America stemmed from an interminable delay in takeoff, when passengers were cooped up in their aircraft on the tarmac for four hours, without food, drink or information Mass unrest is less common than individual misbehaviour, as in the case of the convict who recently went crazy on a flight, attacked the crew and tried to open a door in mid-flight The psychology of air rage is a new area of study, and there are almost as many explanations as examples Most analysts of the phenomenon blame alcohol, but many people now think that the airlines are at fault To cut costs, they are cramming over more passengers into their aircraft, while reducing cabin crew, training and quality of service, all of which increase passenger frustration In addition, there is increasing concern in the US about another cost-cutting exercise, which could seriously harm passenger's health: cabin ventilation Modern aircraft are equipped with sophisticated air conditioning devices - but running them at optimum capacity burns up valuable aviation fuel Many airlines routinely instruct their flight crews to run systems on minimum settings Campaigners for improved air quality claim that this can lead to irritability and disorientation In the US, the soaring number of passenger complaints across a wide range of issues is reflected in a number of new Internet sites which criticise the airlines and demand better service One of the sites is demanding an air passengers' Bill of Rights Cabin and flight crews who are in the front line of the battle against disruptive and dangerous in-flight behaviour, have called for stiffer penalties against the offenders Management have also called for legislation - while denying that its cost-cutting practices have contributed to the problem But there are some signs, in the US at least, that the airlines are at last attempting to respond to customer dissatisfaction Some major lines have announced concessions to the most frequent complaint of all, and are removing seats to make more room for their customers 2.2 Listening: A business traveller’s priorities a Answer these questions before you read the article What was your worst experience when travelling by air? Why some people get angry when they are travelling on a plane? b Now read the article Which of these statements are true about the article? Correct the falses ones People in groups are more likely to behave badly on planes Drink is often the cause of problems on board Airlines can little to improve air quality Skills: Making arrangements on the telephone a Philippa Knight, Sales Director at The Fashion Group in NewYork, makes two telephone call to Maria Bonetti, a fashion buyer in London Listen and note: The purpose of each call and The result b Listen to the first call again - Case study: Work, Rest and Play ICON is a computer software company based in Los Angeles, USA The Manager of its company travel service is making arrangements for some senior managers to attend a seminar in France The seminar starts on Friday July 5th and ends on Sunday July 7th It will include meetings to discuss work problems and executive games to encourage teamwork This is important because the participants are of different nationalities The participants will expect to work hard, then relax, enjoy the amenities of the hotel, explore the surrounding area and have a really good time The Manager of ICON"'s travel sendee wants to book a hotel which is both stylish and for money Stage l The Manager of ICON's travel sen ice phones the Account Manager for Corp ,: Travel at Universal Airlines He asks Universal to propose three hotels in France for die seminar The Account Manager of Corporate Travel asks for more details about the seminar and its participants Manager ICON's travel service: turn to page 140 Account Manager, Universal Airlines: turn to page 147 - Vocabulary: British and American English Match the words and phrases below which have the same meanings For each pair decide which is British English and which is American English subway a motorway city centre Carry-on baggage b lift c public toilet 10 Along with tens of thousands of other banana growers in the Windward islands, Denise Sutherland faces ruin The World Trade Organisation has forced the European Union to phase out its old quota system that guaranteed West Indian growers market access, and there's no way she can match the rock-bottom prices of the giant US corporations that dominate the market for the world's favourite fruit Meanwhile, on the Milles Bosques estate high in the northern Nicaraguan hills, Ricardo Alvarez is also in trouble The world coffee price is set by remote commodity traders in New York's coffee, sugar and cocoa exchange Last week, it was about 50 cents a pound - 80% cheaper than it was in 1997 and barely enough for Ricardo and 25m other coffee growers around the world to survive Over in Costa Rica, Juan Valverde Sanchez, a sugar cane grower who sells to a local farmers' association, is unsure if he and his colleagues will survive another year Most of the world's sugar producers cannot break into the European or US markets because of punitive tariffs and the heavy subsidies that western farmers enjoy But there is now a ray of hope for Ricardo, Denise and Juan - they are actually bucking the free-market global trading system by selling some or all of their produce to the burgeoning "fair trade" market that cushions them from depressed world commodity markets and the price wars between giant multinationals For its advocates, fair trade is a microcosm of how world trade can and should be run to tackle poverty Producers are all small scale and must be part of a cooperative or democratically run association of workers who observe high social and environmental standards Their groups deal directly with first-world companies that pay well over the world market price They also get an added premium, which goes directly to the group of farmers to be shared out in any way they choose The price difference can be as much as 100% and can save a farmer from bankruptcy or mean a family has the money to send a child to school At the other end of the chain, the first-world consumer pays about a penny extra for a cup of coffee or teaspoon of sugar, or a few pence more for a banana Fair-trade food is booming What started as a way for Dutch consumers to support Nicaraguan farmers in the 60s has grown into a $500m (£315m) a year global niche market with more than 400 northern companies now importing fruit, coffee, tea, bananas, nuts, orange juice and other foods Around 500,000 small-scale farmers and their families are thought to be benefiting in 36 of the world's poorest countries, and the latest figures suggest it is worth $40m extra to producers Meanwhile, demand for other "fairly traded" but unlabelled non-food goods, such as handicrafts and textiles, is also growing 28 ood sales are growing by more than 25% a year internationally and almost 100% a year in Britain, now the largest market after Switzerland It's one of the most remarkable grassroots consumer success stories of the past decade, promoted quietly in Britain by supporters of development groups and churches, picked up by the Co-op and now attracting multinationals such as Sainsbury's, Starbucks and Carrefour Whether, like organic food, it can break out of its niche market and reach the mainstream is uncertain, but future growth is likely as people understand the issues more and as local authorities and public institutions begin to insist on ethical procurement for their own purchases It is ironic, though, that fair trade, which was designed to counter the injustices of the mainstream trading system, could itself become a victim of the WTO Technically, it could be banned because WTO rules theoretically prohibit "differentiation" between products on the basis of their means of production This has yet to be tested, and is unlikely to be until it begins to threaten mainstream producers If it were banned, the WTO, which is becoming sensitive to ethical and environmental issues, would suffer a collapse of its credibility In the meantime, fair trade shows that charity is not needed to lift people out of poverty and that social and environmental standards can be put into trade It may not be the answer to developing countries, which need fairer rules, not ways of circumventing unfair ones, but for the moment it is the only option for western consumers who want to add some human rights to a manifestly unjust global trading system 9.2 Listening: Negotiating techniques Kevin Warren, Executive Vice President of Coca-Cola (UK), is talking about negotiating Listen to the first part of the interview What does Kevin say that the letters L-I-M stand for? - Skills: Negotiating Work in pair Try to sell something you have on (watch, bracelet, etc) or a household oject, to your parner Discuss these questions - Case study: Ashbury Guitars The Kim guitar Company (KGC) which is located in Seoul, South Korea It makes electric guitars for Japanese manufactures as well as distributors in Europe and the US The second is Ashbury Guitars a major US distributor, located in San Francisco Ashbury Guitars is a well- establish company with an up-market image The two company have had no previous dealings but a few weeks ago Ashbury had contact KGC about marketing a range of guitars under its own brand name for 29 California market Ashbury plants to put three models on the market: the SG1000 (the most expensive models), the SG500 and the SG200 KGC has agreed to produce the goods for Ashbury although it is a busy time for them About the contract, in the previous time, they had some initial correspondence by email and now it is time to make a face-to-face meeting So KGC’s owner, David Kim, has flown to San Francisco to meet Richard Grant to negotiate several points of the contract Well, let's join the meeting and see whether this leads us to a satisfactory contract Uhm, because this is the first contract between us, we may accept your request for producing all the guitars in our factory but the order must be at least 2000 pieces As you may know, setting up a new production line consists of many costs such as setup cost, production cost, tooling cost and so on Therefore, the production must be at least 2000 to cover all the cost In the past, we had manufactured some kind of guitars which had some similar features to your SG1000 And as our research, although the price is quite high, the products still attracted attention of a wide range of customers and sold very well So for your profit, I highly recommend you order a larger number of SG1000 Alright, you would like to add 100 to SG200 and 100 to SG1000 So what about the price we quoted in the email? Could they be satisfactory to you ? And about payment, we want payment to be made by bank transfer, as soon as the goods have been dispatched We may consider about your payment terms but we afraid that we could not agree with your discounts terms As our company policy, for the first order, we offer new customers only 3% off list price and for the second and further, we could offer more, about 5% off to the customers We think that this discount rate is suitable especially when our price is very competitive as you know Could you take it into account? - Vocabulary: Free trade Listen to the first part of a radio interview with ian McPherson, an expert on international trade Complete the definition of free trade he gives - Language review: Conditions We use the first conditional w hen w e think the expected outcom e of a situation is very likely If yougive us a 10% discount, we'llplace a firm order o f500 cases.(This is a promise.) Ifyoudon't deliver on time, wewon't order from you again.(This is a threat.) Will you give us a discountif wedouble our order? 30 We use the second conditional w hen the outcom e is less certain or is imaginary If yougave us a 5% discount, wewould place a much bigger order If theydidn't have a guaranteed market, their businesswouldn't survive What discountwould youoffer usif wedecided to go to another supplier? фChoose the correct verbs from the brackets to complete these sentences If you (give us / ’II give us)a discount of io% , we {’II place /place)a firm order (Will you deliver / Do you deliver) by the end of the month if we ( p a y /’II pay)the transport costs? If you (will lower /lower) your price by 5%, we (b u y /’II buy) at least 5,000 units (Would /Does) it help you if we(sent /are sending) the goods by air? If you (aren’t improving /d o n ’t improve)your delivery times, we (’11have / had)to find a new supplier If we (will join /joined) an association of producers, we(would get /will get)a better price for our coffee Unit 10: Quality 10.1 Reading: Old-fashioned quality Company strategy At a time when life has rarely been tougher for manufacturers in thedeveloped world, M iele's strategy for survival is to breack almost all therules The German company, a global leader in highquality domesticappliances such as washing machines and vacuum cleaner, is renoened forits high manufacturing standards and its refusai to move downmarket andcompete on price Miele bases nearly all its manufacturing in high-cost Germany and is selfsufficient to a degree Rather than outsource to lowcost suppliers, it makes4 million electric motors a year (enough for all its products) in it s own plantnear Cologne Keeping the manufacturing base in the company's own plantis, Miele believes, essentia l to maintaining its quality standards Sales lastyear were $2.2billion The approach is respected by Miele's industry peers Andrea Guerra, ChiefExecutive of Merloni, the italian white goods maker, Regards it a s the icon ofquality in the industry - 'with a fantastic position at the top end' 31 The company sells appliances ranging from dishwashers to coffeemachines, at a price premium of up to 70 percent over their competitors'product It spends 12 percent of its revenue on product development farmore than the industry norm Miele's attention to detail is legendary Ovensare tested using machines that open and shut their doors 60,000 times tosimulate the use they will have in their owners' kitchens The company also believes it can make its German plants morecompetitive by chang es in working practices According to Markus Miele, coowned of the company, 'We have a plant near Gutersloh that makes 50percent of all the plastic parts we need But we make this plant compete withoutside contractors to see who gets the work for s pecific jobs We make surethat the Miele plant charges prices no greater than the other bidders This isone way we encourage our factories to make improvements and innovationproce sses.' Even though Miele's manufacturing costs are higher than those of itscompetitors, the company says these are justified by its ability to produceappliances that despite their high prices - people want to buy Roughly 50percent of Miele's manufacturing costs come from components it makesitse lf compared with about 30 percent for equivalent companies But, thecompany says, most Miele appliances will work for 20 years, which is longerth an comparable products This, it says, is linked to the reliability ofindividual parts The policy pays off, says Mr Miele 'My father [who was in overall charge ofMiele until 2002] once had a letter from an old lady in Eastern Germany Shesaid she didn't have much money but she was willing to pay 50 percent morefor a Miele washing machine because she knew it would last for the rest ofher life.' Nick Platt, a home appliance specialist at the DfK market rescarchcompany, says such feelings are not uncommon The company has built up atremendous loyalty among consumers who know that the br and stands forquality,' he says Miele faces a tough few years as it strives not just to keep ahead ofcompetitors at the top end of the white goods market but also to interestnew generations of increasingly co 32 st-conscious consumers in buyingmachines that - in terms of kitchen are the equivalent of luxury Swisswatches 10.2 Listening: Quality management Mike Ashton is Senior Vice President of Hilton Hotels Inernational The hotel empoys 75000 people in 65 countries Lisent to the first part of the interview Complete the definition of quality Skills: Telephone complaints Listen to a customer making a complaint Answer these questions What is the customer’s complaint? What solution does the customer service representative suggest? What solution does the customer want? - Case study: Brookfield Airport Brookfield Airport Report Introduction: * Background: Brookfield Airport which was built in the mid 1960s is located in the English Midlands and it is operated by the Midland Airport Authority (MAA) The reason, why in recent years the number of passengers it handles has greatly increased, is it has become a base for several budget airlines offering cheap flights to European destinations It causes the airport always being very busy at peak times The airport benefits from excellent rail links from its terminal building to major UK cities, but its car parking facilities are limited The terminal building also is an award-winning modernist design, and it now is ‘listed’ and has a protected status * Purpose: This report is to find out the problems and deal with them, also help the airport to work under pressure and increase their service quality while the number of passenger is increasing Findings: Actually, the business rapid growth has brought a lot of problems in recent years Dealing with increase passenger numbers is causing difficulties for the airport and there is strong local opposition to building a new runway or extending the terminal from local residents Because of the terminal building is an award-winning modernist design and now is a ‘listed’ building, also has protected status that means its structure cannot be change in any way A recent survey also showed that passengers had many complains about the quality of the service at the airport, here are the complaints: There’re always big queues at check in desk and it’s disorganized No smoking areas The staffs of duty-free shop hassle passengers and passengers need more vending machines in waiting areas The public announcements are so quiet and the TV screens information is very vague Provide guards or officials to watch passengers and their belongings The conveyor belts always break down Passengers need more trolleys Better facilities for disabled Limited car parking Conclusion: According to the survey, there are 10 problems have 33 to be solved with, but in fact, VIP Lounge and Boarding Disembarking aren’t MMA’s business, so the company should give them to the airlines I’m here not to offer lip service; actually, MMA should take action immediately, in order to save their business and try to improve their service The recommendations in the next paragraph are the methods Recommendations: * Check-in & Passport Control: Some passenger mention that there are always big queues at the check-in desk and it’s very disorganized In my opinion, I’d like to add more guards or officials or staffs to help control them or help for the checking After that to add one more check-in desk only for emergency person and old person, also for disabled person Training staff, make them more skillful, helpful, professional, to reduce check-in time Open-ended check-in desk is another good idea for reducing long queue pressure Passenger can check-in every time if they are too early to arrival the airport, I mean at least earlier than hour for their flight * Smoking area: I really mind smoking in the airport, actually But to have smoking area seems reasonable, just empty some rooms and add air draft systems Once you agree with smoking in the public, you should make sure that you have ability to prevent airport far way from fire * Staff & vending machines: Training staff is inevitable thing to do, on the one hand it can increase the image of the airport and increase the service quality, and on the other hand training staff can help the airport work more fluently and efficiently Vending machines also should be set in the waiting areas; you can find them in other airport easily * Public announcement & TV screens: As an airport, public announcement and TV screens are really important parts Passengers all use them to get information So, public announcement should be loud enough for passengers to listen to, and add the information repeat times into five or even more TV screens should show the information clearly and immediately Guarantee that passenger can know the least flight information * Security: As the method I have mentioned in the check-in & passport control part, add more guards or officials and add more CCTVs will be better public announcement should always remind passengers to pay attention their public belongings * Terminal facilities: Conveyor belts should be checked all the time, add one or two staff to report the situation and fix them up as soon as possible, don’t obstruct the following works, and don’t delay passengers Increase the amount of trolleys, check them up regularly Facilities for disabled, every staff or officials or guards should have ability to help with disabled people Make stickers with heart shapes, and stick them on this people’s chest to remind staff they 34 need helps Finally, airport should offer official disabled facilities, for example: offer free wheel chair to get on or get off planes Car parking: The survey shows us, the transport links in airport is doing quite a good job In my opinion, car parking isn’t too important and I believe add more transportation can fix this problem up easily, so this problem can be elayed Consult with government that add an underground line to the airport and add more bus station Set up a taxi only waiting line outside the terminal building Add several airport express bus lines, passengers can take the bus in free Add car parking fee and appeal with environment friendly, advocate to take public traffic Reference: Tongcheng web (2007) The new passenger flow volume record in Tianjing airport [Online] http//:www 17u cn/airinfoshow_28535 html Accessed on 10th October 2007 Vocabulary: Quality control and customer service Use the words in the box to complete the flow chart Identified Modified Failed Relaunched Durability Recalled Reliability Tested Launched - Language review: Gerunds and infinitives We sometimes use one verb Often the second verb is in the infinitive form But sometimes the second verb must be in the gerund form This depends on the first verb With other verbs, however, the meaning changes Unit 11: Ethics 11.1 Reading: Responsible business No hiding place for the irresponsible business By Alison Maitland The food industry is blamed for obesity Mobile phone operators are challenged to protect teenagers from online pornography Record companies are attacked when they sue music-lovers for sharing illegal files on the Internet 35 Big business is being asked to explain its approach to a growing number of social, ethical and environmental concerns "We're facing the greatest demand for our assistance that we've seen in our nine- year history," says Bob Dunn Chief Executive of Business for Social Responsibility (BSR), a US non-profit advisory organisation whose annual membership includes many top multinationals Microsoft, Lucent and United Technologies have joined BSR this year, as well as Altrla, a more obvious target for pressure groups and litigation, as the parent company of both Kraft Foods and Philip Morris Industries that until now , had avoided the spotlight are finding attention is now focusing on them Campaigners are beginning to show interest in working conditions in factories in the developing world that make equipment for computer and telecommunications companies The financial sector has come under pressure over lending to controversial projects in the developing world In June, a group of leading banks, including Citigroup, Barclays and ABN Amro, promised to avoid giving loans for socially or environmentally questionable projects Oil and mining groups have come under strong pressure this year from a coalition of investors, activists and the UK government to make public their payments to developing countries in an effort to fight corruption Some of the world's biggest footwear and clothing brands , including Levi Strauss, Nike and Reebok, have meanwhile taken voluntary measures :through the US Fair Labor Association to increase the transparency of their supply chain They published on the Internet the first Independent audits of their supplier factories, along with the steps taken to improve often terrible labour standards Companies usually take action when they face a real or potential threat to their reputation, as when Kraft announced in July it would cut fat and sugar in its food, limit portion sizes and stop marketing in schools A lawsuit against Kraft over fatty acids was rapidly withdrawn after it said it would address the issue A few companies are, however, taking a lead because they believe it will give them a competitive edge Mr Dunn says the search for competitive advantage is one factor creating interest in corporate responsibility among companies in countries such as Russia, Poland, Turkey and South Africa In the UK the trend is also reflected in the sharp rise in social and environmental reporting over the past two years More than half the FTSE250 companies now produce 36 annual reports, according to Directions, a study published this month by SalterBaxter and Context, two well-known UK consultancies Some sectors remain secretive, including hotels and leisure, and software and computer services But they form a decreasing minority as investor interest, regulation and peer pressure combine to force greater disclosure When the first non- financial reports came out more than a decade ago, they focused on the environment Now 100 of the FTSE250 cover environmental, social and ethical issues Forty of the fifty largest European companies also produce reports In the US, however, only 22 of the S&P top 50 reported, the study found But how much can companies be expected to achieve on their own? What is the role of government? Can consumers have it all, demanding such high standards of companies while refusing to change their lifestyle? 11.2 Listening: The Co-operative Bank Andy Hammerton works for the Co-operative Bank in Manchester, England The Bank is well-known for its policy of ethical investment Listen to the first part of the interview and answer these questions Listen to the second part of the interview Are the following statement true or false, according to Andy? Listen to the next part of the interview and complete these extracts Skills: Problem-solving Listen to directors talking about the problem of saff taking too many days of sick leave Then answer these questions Match the comments below to the correct headings in the Useful language box What are the first three solutions proposed by one of the director to solve the problem of absenteeism? What the director finally decide to do? - Case study: Profit or principle? Nikos Takakis is the CEO of Livewire, an Australian manufacturer of the electrical appliances During the last three years His Genaral Manager, Carl Thomson, has turned Livewre round from being a loss-making company into a highly-profitable organization with an exciting range of new products Both men want the company to grow as fast as possible - Discussion: A question of ethics Work in groups What should you in each of these situations? The best-qualified person for the post of Sales Manager is female However, your customer woud prefer a man If you appoint a woman you will probably lose some sales 37 Your company has a new advertising campaign which stresses its honesty, fairness and ethical business behavior It has factories in several countries where wages are very low At present it is paying workers the local market rate - Vocabulary: Honesty and dishonesty The sets of words and phrases below are related either to honesty or to dishonesty Which word is diffirent from the others in each set? Use a good dictionary to help you trustworthy law-abiding corrupt a slush fund a sweetener compensation insider trading industrial espionage disclosure a whistleblower a bribe fraud a fraudster a bonus secrecy a artist a commission integrity - Language review: Narrative tenses The sentences below decrible stages in an unsuccessful product launch Put them in a logical order a The newspapers asked questions b We recalled the product c The company lost a lot of money d We launched the product e The R & D department tested the product f The number of complaint doubled g People started to complain h The product sold well Unit 12: Investment 12.1 Reading: Investment Story The investment story is a marketing story specifically for investors It’s a business plan, a features list, a market opportunity and an analysis of conditions It’s a presentation deck, a series of meetings with founders, and a set of complicated discussions about finance and return Mitigation of risk tends to be investors’ biggest concern, so an investment story often needs a laundry list of answers to possible failings So investment stories are often a bit like Tetris, slotting together oddly shaped components into a recognisable pattern to convince someone to sign that cheque The story is asking for a bet on the part of the investor that your project will succeed, so like any good better they want to know how to hedge the bet 38 A big mistake that many startups make is to tell the same investment story to customers as their marketing story The public won’t care because a competitive advantage isn’t a cause and a key feature sitting amid a suite of middling-to-bad features is not something worth fighting for There’s nothing world-changing about a game (or any kind of product) that seems stuck together from parts just to fit into any old genre, and players feel that When investment stories dictate marketing stories, the results are apathetic, so why should anyone care? 12.2 Listening: John's Investment Story I got interested in investing late My parents were middle class with five kids, so they never really had a lot of extra money to invest I was the last of the five, so by the time I was in high school they were finally starting to put some money into IRAs My perception at that time was that the stock market was something that only rich people invested in Everyone else should put their money in safe savings accounts When I graduated from college and got my first job, I was earning almost twice what my father was If I'd had a clue, I would have started investing my extra money instead of spending it Don't get me wrong, I had a great time in those days I threw lots of parties, I had great seats for all the concerts I wanted to see, I had a cool car and nice clothes But if I'd given up a third of that stuff and bought stock in Microsoft or Cisco or Home Depot (all companies I was familiar with), I'd now be a millionaire several times over After a year or two at my job, I started having my taxes done by an accountant One of the first things he told me was that I should be putting as much as I could into an IRA every year I bought into the fund he recommended, Franklin Utilities, which has been a so-so performer, but at about % it's done better than if it was in a savings account at a bank Later, my work started offering a 401(k) program, so I started contributing to that instead of the IRAs For years, that was my investment strategy Contribute as much as possible to the 401(k) and choose the most conservative option of what it was invested in I had worked hard for my money and I didn't want to lose it in stocks At this point, my perception was that you have to invest for retirement, but you should keep the money as safe as possible My 401(k)'s grew for a while, but mostly from the money I was contributing Meanwhile I noticed that several more agressive funds were making 20% a year or better, while I was only getting 7% a year As I have a math degree, I was already aware of the power of compounding interest, so I decided I needed to start getting more agressive I jumped into some of the funds with better records, like Fidelity Growth & 39 Income and Seligman Communications Now my money was growing a bit faster, so I was happy with that for a while - Vocabulary: British and American English Investment words - Language review: Talk about the past - We use the past simple for actions at a particular point in the past - We use it with finished actions, states or habits in the past when we know from general knowledge that the time period has finished - For stories or lists of events, we often use the past simple for the actions in the story and the past continuous for the background - We use the past simple to talk about things that are not real in the present or future So we use it with the second conditional and after word like “wish” 40 MỤC LỤC Unit 1: Brands 1.1 Listening: Why brands matter 1.2 Reading: Outsourcing production 1.3 Language review: Present simple and present continuous Unit 2: Travel 2.1 Reading: Air rage 2.2 Listening: A business traveller’s priorities Unit 3: Organization 3.1 Reading: A successful organization 3.2 Listening: Advising companies Unit 4: Change 4.1 Listening: Managing change 4.2 Reading: Change in retailing Unit 5: Money 5.1 Listening: Rasing business capital 5.2 Reading: Reporting financial success Unit 6: Advertising 6.1 Reading: Successful advertising 6.2.Listening: Planning advertising campaigns Unit 7: Cultures 7.1 Listening: Cultural awareness 7.2 Reading: Cultural advice 7.3 Vocabulary: Idioms Unit 8: Employment 8.1 Reading: Retaining good staff 8.2 Listening: Headhunting Unit 9: Trade 9.1 Reading: Fair trade 9.2 Listening: Negotiating techniques Unit 10: Quality 10.1 Reading: Old-fashioned quality 10.2 Listening: Quality management Unit 11: Ethics 11.1 Reading: Responsible business 11.2 Listening: The Co-operative Bank Unit 12: Investment 12.1 Reading: Investment Story 12.2 Listening: John's Investment Story 41 TRANG 3 9 10 11 11 12 14 14 14 15 15 16 18 18 22 23 23 23 24 25 25 26 27 27 29 31 31 33 35 35 37 38 38 39 42 ...BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC SPKT HƯNG YÊN TIẾNG ANH CHUYÊN NGÀNH (Tập giảng dùng cho sinh viên đại học, hệ quy) Biên soạn: Vũ Thị Huyền Bộ môn:... grand prix winner; famous ads starring Pete Sampras and Andre Agassi playing in the streets of Manhattan; Tiger Woods playing keepy-uppy with a golf ball; and Brazil's team playing soccer at the... Slim Gyms Background of SLIM GYMS SLIM GYMS owns and operates six health and fitness clubs in Manhattan, New York The clubs aim to appeal to people of all ages and income groups All the clubs