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III. Find the words in the text which correspond to the following definitions or
synonyms.
use v. 2. raise and improve 3. prize 4. smth. that is not or can’t be used anymore 5. cause the existence of smth. 6. row, line or series of things 7. major achievement 8. surroundings, conditions 9. keep safe from some threat 10. make longer, enlarge
IV. Render the article in English.
CASE STUDY
Minerva A.G.
Background
Minerva A.G., based in Munich, Germany, is a chain store which sells a range of stylish, innovative products. Many of its products feature new technology, but the stores sell everything from furniture and fashionable clothes to kitchenware and household goods. It is well-known for its original designs and high quality. On the window of every store are the words Creativity, Imagination, Style, Novelty, Originality.
Customer Satisfaction Survey
Minerva A.G. sent questionnaires to all its customers. Here is an extract from the Marketing Department’s report.
_________________________________________________________________________________________________________________
Our customers say:
Minerva A.G. has very few great new products for customers with busy lifestyle.
The range of products is not as wide as it used to be.
There are too many high-tech products. Customers want fewer products but more original ones.
Most products are over 100 euros. Customers who are looking for gifts think they are too expensive.
There are not enough special offers to encourage customers to spend more.
_________________________________________________________________
Need for new products
Chairperson Ulrika Nielsen and her directors have invited several foreign firms to present their new products to the Minerva A.G. board. All the companies are well-known for their innovation. The directors will choose the best and the most exciting products for Minerva A.G.’s stores.
Company A
Weight Monitor
Special features:
Measures how much body fat you have
An LCD display shows changes in your weight
Easy to read graphs and charts
Holds health and weight records for up to 5 years
Price: 45 euros
Company B
Virtual Passenger
Special features:
Chats, tells jokes, plays music, asks questions
Keeps you awake
Stops boredom
20,000 word memory – knows your interests
Automatically opens windows
Alarm function if driver falls asleep
Ideal for sales reps
Price: 500 euros
Company C
Floating Globe
Special features:
Appears to float in the air because it is controlled by magnets
Rotates
Lights up
Many physical features are highlighted, for example, mountain ranges
Ideal for the home or office
Price: 220 euros
Task
Work in small groups. Choose one of the companies above and prepare a presentation on its product. Or, if you prefer, think of another product which the company is about to launch. Invent any information you wish.
Present your products. Try to persuade the Minerva A.G. directors to buy large quantities. When you are not presenting, play the role of the Minerva A.G. directors and ask questions about the product.
After all the presentations, discuss which product is the most exciting and innovative.
MODULE 8
CULTURAL AWARENESS IN DOING BUSINESS
Vocabulary
| abroad accept adapt adaptability admire admiration affection approach n, v arrange arrangement attach aware be aware of awareness clarity communicate communication communicative confuse converse conversation counterpart culture cultural custom effort make an effort empower environment etiquette exist explore exploration exploratory exuberant flexible flexibility gesture get to the point | greeting hazard host identity card involve keep eye contact lack minefield neighbour obey observe offense offend offensive on behalf of overseas pitfall polite politeness punctual punctuality put one’s point across rare recipient refuse refusal register registration reserved reward shake hands (with) handshake schedule sign signature speak one’s mind spontaneous subject matter socialize urgent |
LEAD-IN
What is culture? Choose the four factors which you think are the most
important in creating a culture from the list given below. Give your
reasons.
climate institutions ideas and beliefs cuisine geography
ceremonies and festivals historical events arts religion
social customs and traditions architecture language
Do you think cultures are becoming more alike? Is this a good thing? Give
your reasons. Think about:
improved communications
cheap foreign travel
global business
trading groups (such as the EU)
How important are the following things when doing business in your
country? Are they: a) important b) not important c) best avoided?
exchanging business cards 7. being formal or informal
shaking hands 8. punctuality
kissing 9. humour
using first names 10. giving presents
small talk before meetings 11. being direct
accepting interruption
GRAMMAR REVIEW 1
Adjectives of nationality
To talk about the inhabitants of a country collectively, we use a noun
which is the same as the adjective of nationality.
Example: Private space for the Japanese is virtually non-existent.
To talk about individual inhabitants, we may:
- use the adjective of nationality.
Example: a Japanese, an American, two Canadians
- add man/woman to the adjective.
Example: a Frenchwoman, two Irishmen
- use a different word.
Example: a Pole, a Spaniard, some Finns
To talk about a language, we use the same form as the adjective.
Example: In Holland most people speak Dutch, English and German.
I. Match the words from the three columns below to make sentences.
Transform the names of the countries into adjectives.
Example: IBM is an American computer company.
Ferrari France furniture retailer
IBM USA newspaper
Philips Britain beer
IKEA Russia car manufacturer
BBC 1 Sweden television channel
MK Holland electronics company
Chanel Italy computer company
Carlsberg China perfumery and clothing company
Toyworld Germany toy manufacturing firm
BUILD YOUR VOCABULARY
I. Complete the sentences with the words given in the list:
Skill communication recipient effort cultural awareness
personality trait adaptability flexibility response environment
An ability to do some work expertly and well is called ........ .
The answer or reaction of a person to something you say or do is a ........ .
A person who receives information is called a ........ .
A ........ is a distinguishing quality or characteristic of a person.
Knowledge of customs and traditions of a country or part of the world is
called ........ .
........ is the act of giving and receiving information through talk or messages.
An ........ is the use of strength and energy in order to achieve something.
An easy change to suit new conditions of life and work is called ........ .
The power of making oneself suitable for a new use, need or situation is
........ .
........ is surrounding atmosphere, conditions and influences.
Match the verbs and verb phrases in the left-hand column with the nouns
from the right-hand column. Make as many combinations as you can.
make skills
deal with an issue
approach a custom
ignore an effort
demonstrate flexibility
be aware of behaviour
adapt environment
III. Marketing Director of the Centre for International Briefing talks about
courses which prepare people to do business internationally. Complete the
extract from the interview with some nouns from tasks I and II.
- How do you prepare people to do business internationally?
- This really depends on the task they are undertaking on behalf of their company. We can provide people with a programme covering such issues as ....1… and practical advice for living overseas. We teach ....2… whether that’s by telephone, by e-mail or by the written word. The words that you choose have a different effect on the ....3… depending on the culture you are conversing with. Another important area is the host language. It is usually expected that people will male some ....4… to learn the language of the culture they are dealing with, particularly in a social ....5… .
- Are there certain ....6… for doing business internationally, which can be applied in any culture?
- I think rather than that there are some strong ....7… that people who are successful in international business demonstrate. For example, ....8… and ...9… would be required, the ability to observe, participate in something and adapt your set of skills and knowledge. Anybody who approaches cultural issues with a negative attitude will get a negative ...10… from the people they are doing business with.
Translate the completed extract from the interview in task III into
Russian.
Complete the short texts about the rules of gift-giving in different
countries.
Japan
Unlike the UK, gift-giving is very important in Japan and it usually (происходит) at the end of a visit. Pens are a good idea or something (не доступное) in Japan. If you give flowers, (избегайте) giving four or none flowers as these are (несчастливые) numbers. In Japan, you should give a present using both hands.
China
The people of this nationality will probably (откажутся от вашего подарка) several times, but it is (вежливо) to continue (предлагать) it to them. Do not give clocks to them as the (китайское) word for ‘clock’ is similar to the word for ‘death’.
(Ближний Восток)
Give gifts (самого высокого качества) made of leather, silver or crystal. Remember (избегать) alcohol because of religious restrictions and leather from pigs as this animal (считается) dirty here.
(Южная Америка)
Here gift-giving is(менее формально). However, it is an important (часть культуры). Do not give leather, as many of the world’s best leather products come from this part of the world.
(Австралия, Канада), USA and (Европа)
Gift-giving in these countries is informal and (не всегда ожидается). However, it is good to bring some flowers, chocolates or wine when visiting their house. In some (европейских) countries, you shouldn’t give red flowers as they (ассоциируются) with romance.
VI. Answer the questions using the information from task V.
What gift should you avoid giving to the Japanese? How should you give a
present in Japan?
Should we stop offering the present to Chinese people if they refuse taking
it? What object will remind Chinese people of the word death?
What quality gifts should be given to people living in the Middle East?
Why is it better to avoid leather when giving gifts in South America?
What can we give to the host when visiting his/her house in the US, Canada
or in a European country?
GRAMMAR REVIEW 2
Advice, obligation, necessity
Advice
We can use should or shouldn’t to give or ask for advice.
Example. You should learn a song to sing before going to Korea.
For strong advice we can use must or mustn’t.
Example. You mustn’t refuse an invitation to dinner in Italy. It may cause
offence.
Obligation/Necessity
We often use must when the obligation comes from the person
speaking or writing.
Example. We must buy a gift for our visitor.
We use mustn’t to say that something is not allowed.
Example. You mustn’t use a mobile phone in an aeroplane.
We often use have to to show that the obligation comes from another person or institution, not the speaker.
Example. You have to get a visa to enter the country. (This is the law.)
Lack of obligation/Lack of necessity
don’t have to and mustn’t are very different.
don’t have to = it is not necessary
I. Choose the most appropriate verb. In some situations both verbs are
possible. Can you say why?
Visitors must/should carry an identity card at all times when travelling.
Passengers mustn’t/don’t have to smoke anywhere on the aircraft.
All personnel should/must wear their badge while in the building.
The visitors don’t have to/mustn’t enter this zone until authorised.
I think you should/must learn how to negotiate in Chinese. It would be a
good skill if you had the time to learn it.
My boss doesn’t have to/shouldn’t travel so much – he is looking ill.
When going to a new country to do business, you should/must do some
research on the etiquette and taboos of the host country.
Monday is a public holiday. I mustn’t/don’t have to work.