2 Put the vert in brackets in the correct tense (present perfect or past simple). 1 1.haveworked (work) for the same company for only three years, but I"m already a senior manager, eal (go) on a training course during my first ‘month at wark, bit | (not go) on one since then 3. My first boss (be) very friendly, bat she (leave) the company last year and | (not see) het since she (0) 4 They . (change) the way we work completely in the last six months. Now we have flexible working, ‘whereas before we (tart) at nine and (finish) at five. In 2004, they (post) him to Japan, He (be) there ever since, and during that time he (get) married and (start) a family. Simple questions Questions are formed: when the main verb is not be, by putting an aunallary verb before the subject | How long have yon worked for Carrefour? When did you graduate from university? What do you like about your present job? ‘Are you prepared to work tong how's? ‘when the main verb is be, by puiting the main verb before the subject: Is there a telephone rear here? Are you responsible for sales? 1 Complete the questions in this interview, 1 Pid you have. a good journey here today? Yes, thanks, although there was a lot of traffic coming into the city 2 uvesee. be a problem for you? Working in this city? I don’t think so. I've always wanted to work here. 3 as an accountani? Well, finished my training three years ago, 50 asa fully qualified accountant, just three years 4 “oswaces Moat enjoy about your work? Oh, 'm fascinated by figutes, and especially havr they reflect the performance of an organisation. 5 \ike to be doing in ten years’ time? In ten years’ ine I'd like to have a post in senior management her, or in a similar organisation.Complex questions questions when you put a short phrase before th How long have you worked for Carrefour? > Can you tell me iow long you have worked for refour? When did you graduate from university + I'd like you to tell me when you graduated from university What do you like about your present job? + I wonder what you like about your present job. Would your present employer be prepared to give you a reference? -+ Do you know if your present employer would be prepared to give you a reference? Can you see when ta use question marks (2) and when not? 1 Rewtite these questions, starting with the words given. 1 How long have you been a product manager? Could you tet! me ... how long you have keen a product manager. ? 2. Have you studied abroad? 'd like to know 3. When did you first become interested in this profession? Iwonder 4 What co you enjoy doing in your free time? 'd like you to tell me 5 What will you be doing in ten years’ time? Can you predict : 2 Work wilh a partner, Ask these or similar questions about your partner's job/studies starting with Could {you tell Me... dike to know... 1 wonder when ..., Do you know...., I'd like you to tell me... etc. Human resources, Talking point 11 Wer smal groups. Dl whether you agree with these prions. + Ifyou employ height peopl, you don't havea problem managing them once they inthe workplace + (you iy and teach pple ibe pols aud to ae, it door neveesaiy work ‘+ istmmpression ate ell mpartant.. be oly tural an dn ey to pot yours forward as something you" nt 2 mat oterintervion advice would vousive?Useful language Discussing advantages and disadvantages (One advantage of (drect mail)is that .. Another cood thing about itis that ... The main disadvantage of (¢ leaflevieatets) Is that , They also have the drawback that Roading 1 The text below describes how Unilever promotod their AXE deodorant spray in the USA. Read it very quickly to find out which promotional activitios they used. THE AXE ERRee | Won Unitever wane to lane its AXE dooorant spay for tenn Yi Usted Stato, Keorbined young man's natral Intorestin prety iis vith re atwacion of a reat house party, re dea was Serpe: Roy BLySAKE, Boy MOIS gH, Loy ‘smell rico, a hkee boy, ‘The product, which was aroady popu in other parts of he wot, was launched th Utes Stes wth 3 boworul ‘remota pan to mek apgeal to Amadean mate youty tulture, Usnathe slogan tho AXE etfoct, tho compary used 10. arumberot marketing piovs toring the product t he Sttention of tre puta. These nuded onine gam trae Samples of the oodoror, olen aven by atrecine female ‘marks sell stores, panto-sales dapkys, meda ‘advetng ad pubic elatons (PF, all cf wich nyped he 18. centepecec the geamotion:aonce-iseifotme party ata Poticarensicn Unilever tegen the December betoreby drect-matina ‘mllors of collage stciets ard young males agod between 1) and 24, whe received free samples ae nfo mstion about ove, wtih vce advertised as tre ANE Howse Paty Its 20 of girs, rock stars anda beech house. Arado advertising 26 6 carrpsign and onl pubic called for yourg men tolog ot tate Irtemetto play avites Game on Ue AXE websito Parteporte rad oapoly th dating sls to scare pois. If ‘the player resehed a corti vol he enverad tery to wins ‘wot tho party. AXE ooused on in nique andatigcovey ofthe party, Leatet sre to ones mado fora party bys group of colege students ware posto in r.avant locations such as mens folets at igrtelibs. Ineo ware ato pir adein Roling Stone tnd Sern mana nes “Ieyna ai adout gating nto tho mang of tho 20-something uy: seys Mary Draop, manager at svategioliznces and ‘Sponso'shipe for Unlever. nd they succeeded i doing tat. Toms rebate received mare than 943,000ts, oF 20% more than the goal Some 100 lucky young men were flown nto ‘ster the party. Peld neat Miami: Hundreds of ols were inte to danch an erioy musical acts from Ney. Andrew \WK, Rca bod the Fiodin Kits. Guests coulduse the Deol, ‘gpa a game oom oF pyar hockey cards or biare ‘The party was fined and edited ino'on avtong show lyosicastonTNN Api Toor knowedge, nobody has ‘ve tle a consume promotion ard tuned into telouision show says Steve Jats, the merkelfygeansitant Fe AXE, That was something completely orga” Alter the ary, AXE continued tocapalse on theewant Scie £00,000 special gts wer on sale in ett stores offering ‘wo ans ofthe deodorant soya vith a ree ANE house party (CO ent atures sng fom the atists wh had appeared at thopary Flowing the promtion, rests neuced a 22% increase in ‘gener brandawarenacs mong maios aged 11 2¢ anda 309,103 7% increase nantperepirent snc deodorant market shee,Read the article again and choose the best answer for each ofthe following questions. ‘Who were the target audience in Unilever’ promotional campaign? A Young women B Youngmen © Men ofall ages D Men and women ove aid people get an invitation to the house party? A Byrecelvigciect mal B By answering an advertisement By applying thzough an Internet sit, D Bypartipatingin a game. What was aim of te publicity for the house party? A To show an exotic location. BB Toimprove men's dating skills. © Th excite people's curiosity DT show people they needed AXE, 4 According to Mary Drapp, what was te aim of the promotional eampsign? A To ncrease brand awareness. 1b To encourage people io visit he website, © Toencouragea differen type of eustomer io buy the product To show the effectiveness ofthe product 5 What was unique about te promotion of AXE The house party B The television programme © These dae D Theuse of the Internet. 6 What was the effet ofthe marketing campaign? [A ‘Twenty-two per cent move people knew sbout AXE. B Sales of AXE increased by 225%. (‘There was am increase in the percentage of young rien ovo knew about AXE D_rand awareness rse 103.7%Vocabulary Match these words and expressions trom the text (1-11 with theirdefeitions (aH). 2 »\ 4 publi relations (PR) (ne 14) 5 hyped line 14) ‘ 6 logon fine 22) 1 pubeised stongly 7 forsedonine27) [stop supermarket. 5 ieolege that a ont rar exis ‘9 capitalise on (line 46) \ tactisyreks sts (oa web) soe sling forthe ft ine Role-play ‘Work n groups of about four You workon the crestive team nthe marketing department of alaroe rmuttnational company. The compary has decided that tis ime to launch in your country a skampoa which has boon very auczeaetuinthe United States and Canada. The target custemors fr this shampoo, cae Provocation in tho US and Canada, sre young womon aged 12-25 Yourlob eo prepara promotional campaign forthe lunch, You shou + brainstorm ideas for possible romtiona atin + evaluate he eas and decide which ones you wan! louse + prose plan of action + camoare vournlans wth other creative ears ets’ own brands Superm Listening ‘You ar going to hear Chvatina Ban aking about Teas om ands. An ‘wn brant Is product which a supermarke sells with is own name on Tesco washing poder or Teco ead, 1 Boforeyou Eston, discuss why supermarkets have own brands. 1:2 Listen and choose the bost answer foreach quastion. 1 Why did Tesco orginal introduce heir own brand? 1A Toinrane sales 8 Toredicerlanceon supplies Whatis ie ma reso for supermarkets having own brands nowadaye? |The bringcutomers ck to ther shops They havea higher prot margin © They don't depend on aus supplies 2 Tesco ca el on vale ands ore chespy than oer brands because -A thes pay thei opie I, they sellin age quantities they don't nee adversng startosng (your computerthetnteret) Hors (ine 13) | bowen ibe carne by pra roi ‘he atv of Keeping good elation between an organisstion a the cutside wesld Useful language Brainstorming Balestomlng consti of emery Weasas posse, wihout ecg whether ney ae grocer So desu aor Rlea commen setulyinadertsing agences Hos baat nn? -hng form weertwe. 7 sine Hevoyoutougiol 2 hyThe power of brands Reading 1 Look atteae sstement, Work witha partnerand discuss wheter you ‘ye0 or daagree with each one 1 When youbuy band, you kuow the produc wilatways be quality ea ie Tadionsl mahods of investigating consumer ates ar ote The products we buy ele! the eort of people we wan tobe otras he brats fovented bore the pret s devel Peoples opal to brand is decreas People ae ling toned more o branded products ‘nea he pret iets ta important asthe feelings a ess associated ith | Nowrnday, een srong bands have dea with compan Some tranny song ands have ound ile to remain attacive to consumers 10 ands ave ne and ne sopping easier 2 Rea the folowing extracts rm an ate about brands, the fachatatenent /=1OinExarcim} coraspondst. Ser Peat! ay Ba = stant em nN cecene nT eaperrd pe ics by me ea ad ed pt pict! ih tne ct New call eye Whedon et Vocabulary Find words or phrases inthe extracts which mean the following alsin which epresents #company/produe ecract Spend ena (onrae:&) method (xtra ©) ‘else, sted and not wore abot anger (extract D) ‘hangethemsetves racial extra D) aivatvenes (ext D) nsay which extract soy ere nt he mfr eimai won ts et ge ‘nk ma naa ed eS ccc pres Seats sca tae Talking point Discuss in al groups, Choos brand youre al fama with, ‘+ whatimage doosithave? 4 ow ¢0you el about the brat? How ett marketed?