Unit 9 ­ STRATEGY
Coursebook, page 78, exercise LISTENING AND DISCUSSION B
Fill in the missing words in their correct form in the speech summary:
Marketing is important as well as finance or (1) __________________ management.
People in marketing and (2) ______________ are mostly in (3) ______________ with
customers and therefore often (4) ______________ as those who understand the market.
This has both advantages and problems, namely if the industry is being (5) ____________
by some (6) ______________.
If someone had asked marketing people about their best business (7) _____________,
they would say it would be to (8) ______________ new (9) ______________ and
(10) ____________ to a country with cheap (11) ____________ (12) ____________,
(13) ___________________ it, etc. The company would produce it nine months in
(14) ______________ and have the Chinese (15) ______________ it cheaply and then
you'd put the new (16) ____________ in the stores, which is the normal (17) ________.
Zara decided to have no (18) __________ and they chose to be a fast (19) _________,
a fast (20) ______________ (21) ______________. So they have to produce in Europe,
which is not (22) __________________ cheap. It isn't possible to produce in large
(23) ______________ in China and (24) ______________ them to Europe as it takes a
lot of time. So they have to produce the clothes (25) ______________ at low
(26) _________________ and in short (27) ________________. You also have to
(28) ______________ your collection and make sure you have (29) ______________
in the Zara or Benetton (30) ______________. But Zara doesn't want to be like Benetton,
they try to do something else ­ they have to (31) ______________ and change the
(32) __________________ a little bit, (33) __________________ they will never
(34) ______________ the more (35) ______________ (36) ______________.
Coursebook, page 80, exercise READING AND LANGUAGE
In the text, find words or expressions corresponding to the following
definitions:
1. _________________ = difficult or troublesome to do or deal with
2. _________________ = a demanding or stimulating situation (paragraph 1)
3. _________________ = an improvement that makes something work better (par 1)
4. to _______________ = to seize hold of; to take hold of (par 1)
5. to _________ ______ =
to lose money in gambling or in the securities markets; to
die; to expire (slang); here: to cease to use (par 1)
6. to _______________ = to repeat or imitate (what someone else has said) (par 1)
7. _________________ = a recognized leader in a field (par 1)
8. _________________ =
a party organized for the pursuit of wild animals for sport;
here: pursuing certain goals (par 2)
9. _________________ = abundant or numerous; widespread or common (par 2)
10. _________________ = examine or inspect; directed; administered (par 2)
11. _________________ =
maintained without interruption or weakening;
continuous (par 2)
12. _________________ = involving an extremely high level of rivalry (par 2)
13. _________________ = an amount represented in numbers (par 2)
14. to __________ _____ =
to cause something to increase; to excite or arouse
someone or something (par 3)
15. _________________ = great excitement for or interest in a subject (par 3)
16. _________________ =
extremely well; in a way that is outstanding of its kind or
superlative (par 3)
17. _________________ =
a quantity or amount considered in relation to or
measured against another quantity or amount (par 3)
18. _________________ = gains from investments; income of a business (par 3)
19. _________________ = widely known and esteemed; famous (par 4)
20. to _________ ______ = to take advantage of (par 4)
21. _________________ = a means of access or approach (par 4)
22. _________________ = a newly founded company (par 4)
23. _________ _______ =
the business of selling goods to the public, especially
through shops/stores (par 4)
24. _________________ = very great in size, number, amount, or quantity (par 4)
25. _________________ = a supplementary part or object (par 4)
26. _________ _______ =
an interactive entertainment computer or electronic device
that produces a video display signal which can be used
with a display device (a television, monitor, etc.) to display
a video game (par 4)
27. _________________ =
in a way that constitutes an integral part of a whole;
fundamentally (par 4)
28. _________________ = intelligent and making good judgments (par 4)
29. _________ _______ =
the act of dividing people or organizations that buy a
product or service from a shop into different parts (par 4)
30. to _______________ = to bring about a radical change in; to change radically (par 4)
31. _________ _______ =
people visiting different interesting places who organize
their trips in the cheapest possible way (par 4)
32. to _______________ = to try (to do something) (par 4)
33. to _______________ = to revive or renew (par 4)
34. to _______________ = to say or maintain; to argue (par 5)
35. _________________ = fundamental; basic (par 5)
36. _________________ =
here: a product or service that is very closely related or
connected with another (more important) thing (par 5)
37. _________________ = close to; being near (par 5)
38. to _______________ =
to reduce the value, importance, or quality of something
(par 5)
39. to _______________ = to desert or leave; to give up completely (par 5)
40. _________________ =
a column; here: a fundamental principle or practice of
something (par 5)
41. _________________ =
a scheme or set of strategies for conducting a business
campaign or a political campaign (par 5)
42. _________________ = by way of; through (par 6)
43. _________________ =
a usually serious mistake typically caused by ignorance or
confusion (par 6)
44. _________________ = turned or twisted toward one side; faulty (par 6)
45. _________________ = unattractive or not fascinating (par 7)
46. _________________ = the quality or habit of adhering to an appointed time (par 7)
47. _________________ = here: a group; a bunch (par 7)
48. _________________ = someone who provides food and service (par 7)
49. _________________ =
an obstacle to attention; something that diverts the
attention (par 8)
50. _________________ = not important; insignificant (par 8)
51. to _______________ =
to demonstrate the validity of (a hypothesis or
proposition); to verify (the result of a calculation) (par 8)
52. _________________ = something that slows or delays progress (par 8)
53. _________________ =
a large extinct elephant with a hairy coat and long curved
tusks; here: something of great size; gigantic (par 8)
54. _________________ = spreading out in different directions (par 9)
55. _________________ = a passenger or cargo elevator (par 9)
56. _________________ =
a solid substance that conducts electricity in particular
conditions (par 9)
57. _________________ =
the stake risked; one on which a stake is or can be placed
(par 9)
58. _________________ = flourishing; prosperous (par 9)
59. _________________ =
a relatively insignificant position from which future
progress might be made (par 9)
60. _________________ = not connected with each other (par 9)
61. __________ ______ = a brief period of extravagant spending (par 9)
62. _______ _________ =
a metaphor used to describe overoptimistic and
exaggerated expectations in relation to technological
companies (par 9)
63. _________________ = here: an imperfect imitation or copy (par 9)
64.
to ________ ________
____ ____________ =
to make a bad situation worse; to hurt the feelings of a
person who has already been hurt (par 9)
65. _________________ =
a person or firm that supplies materials or labor for other
companies (par 9)
66. _________________ = a steady flow or succession (par 10)
Coursebook, page 82, exercise BUSINESS SKILLS B
Fill in the missing words in their correct form in the interview summary:
What Sarah doesn't like about (1) _____________ meetings is the fact that she doesn't
regard herself as most (2) ____________ when she is in a group. She (3) ___________
to work on her own. As far as Max is concerned, he likes it because he sees it as a really
(4) _______________ way of getting (5) _______________ of new ideas in a short
(6) _____________ of time.
As the trainer says, it's important that people (7) _____________ (8) __________
with as many ideas as possible but there shouldn't be more than ten people (9) _________
(10) _____________. It's also (11) _____________ that someone writes down the
ideas, however (12) _____________ they may seem. To avoid a situation when the same
people talk all the time, the role of a (13) _____________ or a (14) _____________ is
important. Their task is to (15) _____________ an (16) _____________ and
(17) ________________ (18) _________________, and to try to get everyone to
(19) _______________. If someone's too (20) _______________, others won't feel
comfortable about being (21) _____________.
To make a decision, it's also important to clearly (22) _____________ the problem
you want (23) ____________ and keep the (24) ____________ (25) ____________.
The idea is to (26) ________________ as many ideas as possible which you can then
(27) _____________ (28) _____________. An example follows: the participants
should think of new (29) _____________ services or (30) _____________ for Rose
and Frankwright. The trainer has asked Sarah to write down the ideas on a (31) _________
(32) _____________. Max has an idea of a Santa train going around the city center at
Christmas, and Rose and Frankwright could (33) _____________ it.
The trainer goes on with an example about Einstein: he and his (34) _____________
were able to (35) ____________ more (36) __________ than other (37) __________
because they had discovered some (38) _____________ Greek (39) _____________ of
group communication (40) _____________ by (41) _____________. He and other
Greek (42) _____________ would sit around (43) _____________ various issues but
the (44) _____________ were (45) _____________ by 7 principles that established a
sense of (46) _____________.