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III. Listen to the recordings of the English alphabet. Choose an address and

dictate it to your partner. Spell each word when you dictate. Check that

your partner has written the information correctly.
IV. Listen to the first part of a conversation between a Sales Director, Martin

and his Sales Manager, Fiona. Answer these questions:

  1. Did they meet their sales targets?

  2. How has the market share changed?

  3. What were their total sales?

  4. How much did they spend on shampoo advertising?

V. Now listen to the second part and complete the notes.

1. Customer’s name

2. Nationality

3. Telephone number

4. Meeting day and date





VI. Listen to the conversation again. Tick the phrases in the Useful Language

box Martin uses to check information, to ask for information and to end

the conversation.
Useful language

Checking the information

Sorry, did you say…?

Sorry, I didn’t catch that.

Could you repeat that, please?

Let me read that back to you.
Asking for information

Could you give me a few details?

What about the new range?

Did she say when she’d like to meet?

Finishing a conversation

OK, that’s it.

Thanks very much. That was very helpful.

I must go now.

I think that’s everything.

VII. Role play. One of you is the Marketing Director of a

sunglasses manufacturer. The other is the European Sales Manager.

Make a telephone call to talk about the focus group meeting. Make use of

the phrases from the Useful Language box.
Marketing Director

You want to do the following during the call.

  1. Note down when and where the focus group meeting will take place.

  2. Suggest that this person attends the meeting:

Irina Pavlovskaya, a Marketing Consultant based in Moscow,

Russia, tel. no 812 275 6381

  1. Ask the European Manager about last month’s sales results in France.

European Sales Manager

You want to do the following during the call.

  1. Tell the Marketing Director when and where the focus group takes place.

Details are: Commercial Institute, Paris; date/time: Friday 29 March,

at 14.00.

  1. Note down the name of the person who the Marketing Director wishes to

invite to the focus group.

  1. Answer the questions about last month’s sales results in France.

Details are: total sales were 3.2 million euros; sales were 8% higher than

the same period last year.

Kristal Water

Kristal is bottled water, manufactured by a US company, Hamilton Food and Drink Producer (HFDP). According to HFDP, it comes from a spring deep under the rocks of Alaska, US. It is advertised as the purest water in the world. It has few minerals, and nothing is added to the water to change its taste. The water is targeted at people who want to have a healthy lifestyle.
The launch

Kristal was launched last year in California, US. It was advertised in health magazines with the slogan “there is no purer drink in the world.’ It is sold in clear glass bottles, in 1-liter size. Its price is 3$, which is higher than most competing brands. The brand name Kristal is printed in large black letters on the label, with a picture of a waterfall. The water is available in delicatessens and health food shops.

After six months, it was clear that the product launch was a failure. Sales were 60% below forecast, and very few people knew that there was a new bottled water product named Kristal.

The Marketing Director interviewed members of the public to find out what was going wrong.
Listen to some typical comments from consumers. Make notes.

(Market Leader Pre-Intermediate Unit 7 Recording 7.9)

1. Work in pairs. Each group is a team in the Marketing Department. Hold a

meeting to discuss what you should do to improve sales of Kristal. Use the

questions in the box below as a quide.

2. Present your ideas to the other teams in the Marketing Department.

As a whole department, hold a meeting and decide what the company must

do to improve the sales of Kristal.

Product: Does the product need to be changed, for example, offer it in a

range of sizes?
Price: Is the price correct?
Promotion: Was it promoted in the correct way?

Was Kristal targeted at the right segment of the market?

If not, who should it be targeted at?
Place: Is it being sold in the right places?


As a member of the Marketing Department of HFDP, design a sales leaflet for the campaign to relaunch Kristal Water. The leaflet will be inserted into lifestyle magazines and sent out as part of a direct marketing campaign. It should attract attention and communicate the reasons why people should buy Kristal. It should also include a slogan.



  1. accept

  2. agenda

  3. agree (with, on)

  4. aim

  5. apologize (to, for)

  6. argue (about, with)

  7. benefit

  • for the benefit of

    1. build up

    2. carry out


  1. chairperson

  1. challenge

  2. charismatic

  3. complain

  • complaint

  1. contribute (to)

  • contribution

  1. credible

  • credibility

  1. deal (with)

  2. decisive

  3. delegate

  4. deputy

  5. determine

  6. enable

  7. encourage

  8. ensure

  9. evolve

  10. exceed

  11. fair adj

  12. favour

  • be in favour of

    1. flexible

    2. gift

    1. impulsive

    2. link

    3. magnetic

    4. motivate

  • motivation

    1. objective

    2. passionate

    3. patient

    4. patience

    5. persuade

  • persuasion

  • persuasive

    1. pressure

    2. promptly

    3. put pressure (on)

    4. prosper

  • prosperity

  • prosperous

    1. provide

    2. purpose

    3. reduce

    4. reflect

    5. report (to, on)

    6. respect n,v

    7. respond (to)

    8. ruthless

    9. satisfy

  • satisfaction

    1. share v

    2. stand back

    3. summarise

    4. support n,v

    5. team

    6. thoughtful

    7. trust n, v

    8. work out

I. Discuss these questions:

  1. What do you think is implied by the statement given by John Peet, British Management Consultant: “Management problems always turn out to be people’s problems”?

2. What qualities and skills should a good manager have? Choose the six

most important from the list.

To be a good manager you need to:

  • like people

  • enjoy working with others

  • give orders

  • listen to others

  • make suggestions

  • judge people’s abilities

  • plan ahead

  • be good with numbers

  • make good presentations

  • be persuasive

I. Look at these words based around manage and organise. Pronounce them.

Complete the sentences using the words. Translate the sentences into


Manager managing management managerial

Organize organization organizational

    1. Can you learn how to be a …, or are you born one?

    2. The company became a world-wide … in just twenty years.

    3. In Britain the Chief Executive Officer is called the … Director.

    4. An … chart shows the structure of the entire company.

    5. The firm went bankrupt because of bad … .

    6. I’d like you to … these files in alphabetical order, please.

    7. It was the most difficult … decision she had ever had to make.

  1. Which of the adjectives from the list would you use to describe an ideal


Decisive charismatic cautious aggressive magnetic informal

passionate energetic ruthless thoughtful flexible persuasive

motivating impulsive fair

  1. Think of the adjectives with opposite meaning to those from task II.

IV. Match the verbs 1 to 7 with the prepositions and phrases a to g to make

combinations describing skills and personal qualities.

  1. respond

  2. listen

  3. deal

  4. believe

  5. delegate

  6. communicate

  7. invest

      1. in their employees’ abilities

      2. to a deputy as often as possible

      3. to employees’ concerns promptly

      4. with colleagues clearly

      5. with problems quickly

      6. in regular training courses for employees

      7. to all suggestions from the staff

Which do you think are the most important qualities?
V. Some verbs combine with more than one preposition. For example:

“He reports to the Marketing Director.” (to a person)

“The sales manager reported on last month’s sales figures” (on a thing)

Say whether the following combine with someone or something.



  1. a) report to

b) report on

  1. a) apologize for

b) apologize to

  1. a) talk to

b) talk about

  1. a) agree with

b) agree on

  1. a) argue about

b) argue with

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