land is not as large as Sweden.
- The London Stock Exchange is much older than the
Singapore Exchange.
- The prices are very high in comparison to
ours / compared to ours.
- weaker, weaker, higher, the highest, more
comfortable, the most expensive, stronger, more expensive, cheaper,
most expensive, cheaper, dearer, the most exciting, cleaner, safer,
most expensive
C as, less, same, not, compared, much, rather, just, similar
Skills. Managing telephone calls
A1. 1.bored 2. impatient 3. unhelpful 4. inefficient 5.
aggressive
Unit 2. Brands
Reading: fashion piracy
B. c d e f g a I b j h
C. 1. T-shirts, jeans& baseball caps.
2. Because Calvin Klein has become more profitable to copy.
3. By establishing a network of employees and external
specialists.
D. 1. it took a passive approach.
2. Because of the increase in counterfeiting and because it reduces
the company’s sales and damages its brand image.
3. it has expanded its business outside N. America, increased
spending on advertising and signed licensing deals with partnes for
whole regions rather than individual countries, the previous
practice.
Language review: present perfect; past simple
A. increased, have fallen, have copied, has become, organized, have
found, have seized, contacted, informed, have had, have lost
Unit 3. Travel
Starting up
C. British English
Petrol, lorry, car park, holiday, taxi, luggage, return, tube,
steward/stewardess, motorway, queue, timetable
American English
Gasoline, truck, parking lot, vacation, cab, baggage, round trip,
subway, flight attendant, freeway, line, schedule
Reading1.
A. 1. To gather information about Emirates’ existing
customers.
2. Afree Economy ticket flight voucher.
3. You must take a First or Business Class trip with
Emirates before July this year.
4. To encourage people to respond.
B. research (U), location (C), information (U), questionnaire (C),
network (C), accommodation (U)
C. information, research, accommodation
Language Review: will
1. will + the perfect
line 1
Will + the infinitive (without to):
line 5,
line 7, line 11, line 16
Will + the passive
line 18
Will + be + verb + ing: line 4, line 10, line 19
2. line 1
3. line 5, line 7, line 10, line 11, line 18
4. line 16
This information will help us.
Line 4
Your feedback will also allow us.
Line 5
Future will be of genuine relevance.
Line 8
You will be doing us a great favor.
Line 11
Will be entered in a free prize draw.
Line 16
The winner will enjoy
line 19
We will thank everyone.
Line 28
Skills: Making arrangements on the telephone
B. a) the caller Philippa Knight phones Maria Bonetti to make an
appointment to see her in London next week. The appointment is
fixed for Wednesday at 2 pm.
b) Philippa Knight calls Maria Bonetti to reschedule their meeting
because her plane has been delayed. Maria Bonetti’s phone is
engaged when she rings so she leaves a message.
C. 1. I’d like to make an appointment to see
2. day will suit you.
3. How about Wednesday
4. you make it
5. me check my diary
6. What about
D. 1. Will you hold
2. but something’s come up
3. I’d like to meet her
4. Preferably
5. Could she call me back
6. 02075853814
Reading2. Air rage
B. A businessman shot out the front tyres of a plane on the
runway.
A 70-year-old hit a steward because there was no more
steak.
C. The following reasons are given: 1,5,6,8,10
D. U: staff, luggage, stress, alcohol, travel
C: crew, steward, passenger
U+C: work
Listening: Business Travellers’ problem
A.
Seating requests: a lot of business travelers have specific and
exact seating requests.
Downgrading: where passengers are moved to a lower class seat than
they have booked and paid for because the airline has oversold
seats.
Upgrades: where passengers request a better class seat than they
have booked and paid for
Baggage: going astray or getting damaged.
Unit 4. Advertising
Reading: Outdoor advertising
B. 1. e
2. B
3. D
4. A
5.c
C. The cost of a prime-time TV slot is soaring. However,
advertising on kiosks is cheap. Outdoor advertising is one of the
fastest growing segments in the market.
D. 1. Billboards, transport, bus shelters, public toilets.
2. 18: $18 billion, annual value of the world outdoor
advertising market
6: 6%, percentage of the world’s annual advertising spend accounted
for by outdoor advertising
30: 30 second, the length of a prime-time TV slot.
60,000: 60,000 pounds, the cost of a 30-second prime-time TV
slot.
100,000: $100,000, the dollar equivalent of 60,000 pounds
90: 90 pounds, the cost of placing an ad on a bus shelter for two
weeks.
20: 20%, percentage of outdoor advertising accounted for by street
furniture in Europe.
5: 5% percentage of outdoor advertising accounted for by street
furniture in America.
3. outdoor advertising has become popular because it is
cheap, because it is a true mass market medium and because of the
quality and innovation it is now possible to achieve in outdoor
displays.
4. entertainment, clothing and financial services.
Listening: Successful Advertising campaigns
B. the main reasons Andrew Pound mentions are cost effectiveness,
targeting and increased sales.
F. advertising campaign
Marketing mix
Public relations
Retail outlets
Price promotions
Promotional techniques.
Sample sentences:
Our new advertising campaign gets underway in June.
Do you know what the four Ps in the marketing mix are?
Good public relations is essential in this day and age.
We sell through a wide range of retail outlets.
Price promotions are a good way of boosting sales.
We choose which promotional techniques to use for new products very
carefully.
Language Review: Articles
C. 1. The streets of San Francisco
2. a) Bullitt
b) the Ford Puma
c) one of the routes taken by the Mustang
d) the 1960s Mustang Steve McQueen drove in Bullitt
3. a) San Francisco
b) the Ford
Puma
C) the one Steve McQueen has been
driving round the city.
D) the one
Steve McQueen drove in Bullitt
D. We use the definite article when we know which one because it’s
been mentioned before, because its explained or because it’s the
only one around.
E. we use the indefinite article when we don’t know exactly – or it
doesn’t matter –who or what is meant.
Skills: Starting presentations
C. 1. Ask a question
2.
Tell a personal story
3. Offer an amazing
fact
4. State a problem.
