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Words for taking About quality control and customer Gerunds and Infitives Words to do with honesty or dishonesty Narrative tenses Words to describe character Relative clauses Words and expressions to describe innovations Passives idioms from sport to describe competition Madals of probability Negotiating ‘managing meetings Negotiating Complaining an the telephone Prablem solving Decision- making Presentation ‘techniques Slim Gyms: Choose the best candidate for the ob of General Manager Writing: letter Ashbury Guitars: Negotiate a deal with an averseas guitar manufacturer Writing: e-mail Brookfield Airport Work out an action plan following complaints from passengers Writing: report Profit or principle? Decide ifa manager has acted unethically and what action to take Writing: letter ‘orbit Records: Discuss ideas to save a falling music tetaller Writing: e-mail Siyle is everything Prepare a product presentation fora competition Writing: short article or press release Beverley Watches: Choose the best supplier Witting: e-mailWhat is Market Leader and who is it for? The authors Market Leader is a multi-level business English course for businesspeople and students ‘of business English. tt has been developed in association with the Financial Times, one of the leading sources of business information in the world. It consists of 14 units based ‘on topics of great interest to everyone involved in international business. This new edition of the Intermediate level features new authentic texts and listenings throughout, reflecting the latest trends in the business world. Ifyou are in business, the course will greatly improve your ability to communicate in English in a wide range of business situations. Ifyou are a student of business, the course will develop the communication skills you need to succeed in business and will enlarge your knowledge ofthe business world, Everybody studying this course will become more fluent and confident in using the language of business and should increase their career prospects. David Falvey (left) has over 20 years’ teaching and managerial experience in the UK Japan and Hong Kong. He has also worked as a teacher trainer at the British Council in Tokyo, and is now Head of the English Language Centre and Principal Lecturer at London Metropolitan University. Simon Kent (centre) has over 15 years’ teaching experience including three years as an in-company trainer in Berlin at the time of German reunification. He is currently a Senior Lecturer in business and general English, as well as having special responsibility for designing new courses at London Metropolitan University. David Cotton (right) has over 35 years’ experience teaching and training in EFL, ESP and English for Business, and is the author of numerous business English titles, including Agenda, World of Business, international Business Topics, and Keys to Management. He is also one of the authors of the best-selling Business Class. He is a Senior Lecturer at London Metropolitan University.( What is in the units? Introduction | COTE DEES Rtn Tae Ec Skills ern CSS ‘You are offered a variety of interesting activities in which you discuss the topic of the unit and exchange ideas about it. ‘You will learn important new words and phrases which you can use when you carry out the tasks in the unit. A’good business dictionary, such as the Longman Business English Dictionary will also help you to increase your business vocabulary. You will build up your confidence in using English and wil fluency through interesting discussion activities improve your You will read authentic articles on a variety of topics from the Financial Times and other newspapers and books on business. You will develop your reading skills and learn essential business vocabulary. You will also be able to discuss the ideas and issues in the articles. You will hear authentic interviews with businesspeople. You will develop listening skills such as listening for information and note-taking, This section focuses on common problem areas at intermediate level. You will become more accurate in your use of language. Each unit contains a Language review box which provides a review of key grammar items. You will develop essential business communication skills such as making, presentations, taking part in meetings, negotiating, telephoning, and using English in social situations. Each Skills section contains a Useful language box which provides you with the language you need to carry out the realistic business tasks in the book. The Case studies are linked to the business topics of each unit. They are based on realistic business problems or situations and allow you to use the language and communication skills you have developed while working through the unit. They give you the opportunities to practise your speaking skills in realistic business situations. Each Case study ends with a writing, task. A full writing syllabus is provided in the Market Leader Practice File, Market Leader intermediate new edition also contains two revision units, based on material covered in the preceding seven Course book units. Each revision unit is designed so that it can be completed in one session or ona Unit-by-unit basis. Longman.com oes castoom acts, teaching te and rine routes fo teachers of alls and suc cf all ages Vit us for coursespeciic Campanian Websites, out tine catalogue of at Longman tte, and ccs to cal Longman webstes, fees and contacts arcund the wari Jono lol cemmunty ofeach and stoi ¢ Longman.comOVERVIEW [—) vocabulary eee listenin LWivrveuanae ae Fa Reng 1 outsourcing production [| tanguage review Present simple and present continuous Discussion Two promotions Skills Taking part in meetings + Case study aferoma 6 ae unser eee ice Ts oer eens List some of your favourite brands. Then answer these questions. 4 Are they intemational or national brands? 2 What image and qualities does each one have? Use the following words and phrases to help you. value formoney luxurious _ timeless well-made topoftherange durable inexpensive coal reliable stylish fashionable sexy 3. Why do people buy brands? 4 Why do you think some people dislike brands? 5, How loyal are you to the brands you have chosen? For example, when you buy jeans, do you always buy Levi's? A recent survey named the brands below as the world’s top ten. WI you think is number one? Rank the others in order, Marlboro Nokia Mercedes General Electric Intel IBM Microsoft. Coca-Cola McDonald’s Disney Check your answer on page 144. Are you surprised? () 1.1 Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?Brand management BRAND PRODUCT Why brands matter A Sandra Greaves 4 Brands J @ Match these word partnerships to their meanings. 4 loyalty 4) the name given to a product by the company that makes it BR zimage —\__b) using an existing name on another type of product A 3 stretching the ideas and beliefs people have about a brand bh 4awareness ~ d) the tendency to always buy a particular brand 5 name @) how familiar people are with a brand p 6 launch f) the set of products made by a company Rr ifecicle 8) the use of a well-known person to advertise products Drange fh) when products are used in films or TV programmes ¢ 9 placement i) the introduction of a product to the market J soendorsement _j) the length of time people continue to buy a product © Complete these sentences with word partnerships from Exercise A. 4 The creation of Virgin Cola, Virgin Ai, Virgin Rall and Virgin Bride is an example of Lt 2 Consumers who always buy Lev’s when they need a new pair of jeans are showing 3, Natenoush people recognse aur lag; weieed to spend alot more on raising .. 4 David Beckham advertising Vodafone is an example of ric endorteeat 2A vsesnnsnsnnn CONSIStS of introduction, growth, maturity and decline. 3. The use of BMW cars and Nokia phones in James Bond films are examples of in Exercise A. @ Make sentences of your own using the word partnershij QC) 12 Sandra Greaves is a consultant at Wolff-Olins, a leading international brand consultancy based in London. In the first part of the interview she talks about why we need brands. Listen and complete these extracts. 4 Brands are all about 2 You know what a brand s.. going to 3 You actually trust itto 4 Dretthinatint benieie ney aud lot ot well as giving you the power to -..u. things. what it AND snes» BS ©) 1 Listen to the second part of the interview and tick the points below ‘which Sandra makes. 4. People are very loyal to successful brands. 2 Even successful brands are seen as just a product or a service. 3 Apple was popular because it wasn’t a big corporation 4 Apple customers felt that the Mac was an easy product to use. @() 1.4 Listen to the example Sandra gives of how Wolff-Olins helped a ‘company with its branding and answer these questions. 4. What was the company? 2, What is its business sector? 3 What advice did they receive?Li Brands © Why do some companies make luxury products abroad rather than at home? Outsourcing | production © Read the article and answer these questions. 4 Which brands are mentioned? Do you know which country each is from? 2 Which companies make all of thelr products in their own country? * 40 be seen, particulary not sways neod 10. be ade In Europe © 2 tie i Pris, imeaucertnay Bomenley De Sole of Gucdl Amaia Chatopaahy: 2 : eu sass: "The Asian consumer 7 Profesor” of Marketing 4s realy does bellow “Whether Insithe buses schoo, By Jo Johnson, Fred Kapner and Richard McGregor Hee LEMME Cee ea earn Pirie earl at mtr oe waneeee cree mo ete! toa ta Oe outside the top superluxury sales at retail value will © bemadetheretobethe best.’ — the consumer and one of brands is either already continue Tbe produced Serge Weinberg, _ Chief 75 these is the country of origin, Suanuacturing in Asia or under licence in asin at % Executive of Pinault For usury gods, tera of Sthinking of it, Coach, theUS asthe same time however, Printemps Redoute, which the brand is grucial,. To eather goods maker, ig a Japanese consumers prefer controls Gueci, says it will damaye it is a vardial sin Glassic example. Over the the group's European made not move Guet’s production and na brand manager Spat Has esas ieee hae cui ‘fishore.Yet some in the sowant to get the balance all its gross margins by Sanyo is now reacting io © Indlstry recognise that Between manufacturing: manufacturing olelyinlow- 9 this demand for a snob ¢hange may be round the location and the brand image cost markets la Mfarch 2002 " altemative o the Burberry coer even for the super wrong’ itclosed its factory in Lares, products made in its Tuxury brands Patrizio Puerto Rico, ‘ts last factories atross Aata ty Bertell, Chief Executive fom he nana Times company-owned plant, and opening a flagsiip store in. ® Prada, says: "The “Made in : 1s gutsourees allits products. s/Toigos Giuzt, where tells Maly” label is important but FINANCIAL TIMES. THUTDOTFY hasmany Asian Durbersy products imported What we ae realy offering is dicensing arrangements. In froma Europe 2 'swvle, and syle is an 0 IE acelded fo renew "Tninervies wit te PR, txresion of elle! He Sanyo’ Japanese lence for many exeentives say the top 6 theteore recognises dat zo ten years. This means that aniustry brands wll coxtinue sWality fashion items may @ Which of these statements are true? Correct the false ones. 4 Coach no longer has a factory in Puerto Rico. 2 Coach, like many other companies, is outsourcing its products to reduce costs. 3. Some Japanese people choose to buy Burberry products made in Europe rather than in Japan, ‘4 Sanyo's store in Tokyo sells Burberry products made only in Asia. 5 According to Domenico De Sole, the best luxury products are made in Japan. 6 Gucci is planning to outsource some of its products. 7 Patrizio Bertelli believes that luxury fashion products should always be made in Europe 8 Amitava Chattopadhyay says that companies need to pay careful attention to where they manufacture their products, © Choose the best summary of the article. a) Most manufacturers of luxury brands do not wish to produce their goods in Burberry, low-cost countries because they believe that it wll damage their brand image. b) Most manufacturers of top brands now produce their goods in low-cost countries. Consumers no longer care about where the products are manufactured. ©) Asian consumers think that European luxury goods are of high quality. The current trend of making such goods in Asia could damage the reputation of these luxury brands. ‘A Mother, baby and pushchair in D Vecabutary fle page 170eae) Pete Present simple) | and present about company activities. continuous ‘The present simple and the present continuous have several uses. We use the present simple to give factual information, for example Coach outsources ail its product Does Burberry outsouree its products? ‘+ We use the present simple to talk about routine activities or habits. Talways buy Armani suits. Do you usually buy designer brards? ‘+ We use the present continuous to talk about ongoing situations and projects, Sanyo is now reacting to this demand. ‘+ We use the present continuous to talk about temporary situations. D pve 50 Weare testing a new brand at the moment © Which of the time expressions below do we usually use with the present ‘simple? Which of the time expressions do we usually use with the present continuous? Which are used with both? usually this year every day now often nowadays once a month currently at the moment these days © Complete these sentences with the present simple or the present continuous forms of the verbs in brackets. 4a) This year we . b) We usually (try) to develop a brand with personality. (develop) brands that say something, 2 a) Powerful brand names wnmnnnnnmne (Create) strong consumer loyalty. b) At the moment we ... . (look) for a new brand name that suggests something about the product's benefits and qualities 3 a) LOréal Gell) cosmetics and toiletries to consumers around | the worl. b) This year L'Oréal .. (invest) over £180m in R&D 4 a) The marketing department always .n-n.nwnnne. (Keep) within its budget, b) Because the company made a loss last year, the marketing department (try) to reduce costs, @ Complete the text below with the present simple or the present continuous forms of the verbs in brackets. ‘Atthe moment... _-' (work) for a cosmetics company. We offer a full range of cosmetic products and... (Sell) cosmetics and toiletries around the world, Our main cosmetics brand > (dominate) the French market and it * (do) well in the rest of Europe at the moment, too. In fact, the brand » (become) more and more popular throughout the world and our market Share s..ennmnamn ® (rOW) every day. We usually. 7 (develop) and... (extend) products under our existing brand name, The brand is distinctive and .. ’ (stand) out from the competition. However, this year We... (create) 2 completely new brand of cosmetics.© Workin pairs, Student A reads Case + and answers the questions. ‘Two promotions ‘Student B reads Case 2 and answers the questions. eee 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 Hid One (4952), the typical consumer is ‘very different. They are likely to be rich, middle-aged accountants trying tozecanture their youth. The average age of Harley Davidson customers is 46 compared with 36 forthe rest of the motorbike industey. At the party to celebrate the centenary, the surprise Performer was actually Elton john, rather than the Rolling Stones who many people hac expected, This caused many ofthe 150,000 riders and dealers to leave the event very unhappy. Although sales and. ‘earnings for Harley Davidson have been increasing forthe past 18 years, many people see trouble on the road ahead. The problem is Harley Davidson's typical customers come from the baby-boom generation (1945-1964) and, as these customers get older, Harley Davidson may find its market shrinking. 4 What is the brand image of Harley Davidson? 2 Why were many people unhappy about the music at the party? 3 What problem could Harley Davidson have in the future? ‘4 What can Harley Davidson do to preserve its Sales? Should it change its brand image? Should frTook Tor new market segments? Should it streteh its brand? 4. Where does the name JCB come from? 2 What was surprising about JCB’s customer research? 3, What sort of products do you think JCB developed a5 a result of its research? 4 Can you think ofa similar example of brand:-stretching inyour country? © Share information about your case with your partner, * What was the original brand image of the product in your case study? * Who does the brand appeal to now?Taking part in meetings 1 Useful language © (915 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 do the marketing executives at Marvel le 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 licence to Susan Li? 4 What suggestion does Barbara make to her colleagues? © (115 listen again and complete the extracts. Marcia Alain, how... 2 is she the right person for us? about this? Alain Definitely. In my opinion, she's ideal. Marcia Right. Valerie, what Valera 2 |Lcs iu becdlite she's very good at marketing, Ive rethet several times. Marcia Barbara, you're shaking your head. Barbara .. agree. | don’t think she’s suitable at all. Marcia So what do you suggest then? Barbara .€ find someone else. | do have someone in mind. Barbara__In my opinion, his company has a lot to offer. ? meet him and see if he’s interested? @ Which of the phrases in Exercise B are: 4. asking for opinions? 3 agreeing or disagreeing? 2 giving opinions? 4 making suggestions? © Role play this situation. | Jonson, a large department store in Chicago, USA, is losing money. its main product areas are food, clothing and household furniture. Seventy percent ofits revenue comes from clothing, twenty-two percent from food and eight percent from furniture. Three directors of the company meet to discuss the company's problems and how to solve them. Work in groups of three. Student A: turn to page 442. Student B: turn to page. 447. Student C: turn to page 249. Read your role cards then role play the discussion. D+ Voearctary fite pages 170 and 174 Asking for opinions Agreeing Making suggestions I How do youffeelabout..? That's tue think we should. | What do you think? lagree How about... What'syour opinion? Absolutely / Exactly, Why don't we.» ? What's your view? Ithink s0 too. Maybe / Perhaps we could... Giving opinions Disagreeing | Ithinke./ Idor’tthink,. see / know what you tn my opinion mean, but Vim afraid I cart agree. Maybe, butCASE STUDY| Caferoma Background Caferoma, a well-known brand of cofice, is owned by PEFD, a company based in Turin, Italy I is promoted as an exclusive product for people who love has a strong and slightly bitter taste, and costs more than almost every other ground coffee product on the market. Problems In the last two years, Caferoma’s share of the b) Price: Supermarkets are selling, under their quality ground coffee market has declined by own label, similar products to Caferoma at almost 30% (see chart).There are several much lower prices. reasons for this: ©) ‘Copycat’ products: Competing products of falian-style ground coflee are selling at prices 30 t0 40% lower than Caferoma a) Brand loyalty. Consumers have become less loyal to brands and mare price conscious. They are willing to buy lower-priced coffee Products, ) Brand image: the Caferoma brand no longer seems to be exciting and up-to- date. oa Market share European quality ground coffee [Ml Top five European ij Supermarket coffee brands own label brands Other brands Bi Caferoma 2 years ago last year Sales outlets as a Focus group results percentage of Caferoma sales so Do you think Caferoma is... %of people | answering yes! x expensive? 0 value for money? 8 x good quality? 70 » old-fashioned? 80 2 exciting? B Hotels Restaurants Supermarkets Specilt shone S™CISVE? 2 years ag0 Hi iast yearPossible solutions Repositioning the product Change Caferoma’s image to appeal Alferd rare coon Ros What changes to taste, quality, packaging, logo, labelling, disuibution?) Pricing Reduce the price by, say, 20% to 30% so that it is in the medium range of prices. Advertising Develop a new advertising campaign to relaunch the brand. . fatcgal Multiple brands Sell Caferoma, with small changes t product, under different brand names at lower prices. ‘As members of PEFD's marketing team, hold an informal meeting. Consider the advantages and disadvantages of each solution. Then decide what to do to stop the decline in the product’s market share and to increase profits Writing Write an e-mail to Caferoma’s Managing Director; Mario Cumino, Summarise what action you agreed (o take at the meeting to solve Caferoma’s problems, Explain your reasons. D Wiiting fte page 133 ‘Own brand label products Allow supermarkets and hypermarkets to sell Caferoma under the supermarkets’ own brand . Continue to market the Caferoma brand at Anew product eS dhs Sistah a ies esi ote taenate product under the Caferoma brand as soon as possible Stretching the brand Allow some makers of coffee equipment (cafetieres, coffee machines, ete.) to use the ()t6 Claudia, Caferoma’s Marketing Manager, has some recent news from one of Caferoma’s biggest customers, Majestic Hotels, a major European hotel chain, She discusses the news with Caferoma’s Sales Director, Pietro. Listen to their conversation, How does this new information affect your decisions? goods, for a ficensing fee) pst /