Insert the phrases:

• to apply for • to believe in • to collaborate with • to result in • to report to • to benefit from • to work out • to be responsible for • to be involved in •to succeed in

Alex Patrick

56 Bloom Street

London

Phone: [phone]

E-mail: [e-mail]

Dec. 22, 2002

Mary Crawford

Herald House

Cherry St, 50

5677 Liverpool

Dear Ms Crawford

• I am writing to (1) ____________the position of Senior Computer Programmer, which was advertised in the ‘Careers’

• As you can see in my enclosed CV, I already hold the position of Team Manager where I (2) ________ three programmers who (3) _________ me directly. As an additional part of my job I have to (4) _________ other Team Managers from different divisions of the company. I have recently (5) _________ a major research and development project where my team was asked to (6) __________ a new network application for the company’s accounts department. During this project we (7) _________ solving a number of complex technical problems. This program is now in the final stages and once complete will (8) _______ considerable savings in both cost and time.

• While I am happy in my present position, I would welcome the challenge of managing a bigger team. I firmly (9) _________ the value of teamwork and power sharing which I know are important elements in the working environment of your company. (  see next page )

• Moreover, I feel sure that on both a personal and professional level I would be able to (10) __________ the opportunity of working for a company with such a well-established international reputation. I strongly hope I will be able to contribute to the job with my own professional and leadership skills.

• In the meantime, should you require any further information, please do not hesitate to contact me. I am looking forward to hearing from you.

Yours sincerely

Alex Patrick

6. WRITE your own letter of application to apply for the position of a Public Affairs Associate in Patagonia, a Californian company which designs and distributes functional outdoor clothing.

As a model use the letter of application from Unit 1,.information and vocabulary from Unit 2.

You can be useful to the company in developing strong customer base in the countries of EU

You are quite experienced in increasing international sales.

You might be helpful in the issues of…

You do not mind: changing of residence / business trips

You would enjoy working with a multinational team

You possess leadership skills

You are proficient in outdoor sports (which ones), have outdoor experience. Confirm the employer that your previous experience and skills will be relevant in the context of the job.

UNIT 3. Retailing

1. Key vocabulary (sb page 25) Learn

Retailing is the business of selling products to the general public. Most retailers sell from shops or stores, which are called outlets. Many countries have large retail chains, which are organized nationally and sell standardized selection of products. Their outlets are often in shopping centers (US malls), where there is a large variety of stores in the same location.

Many large retailers operate from out of town locations with parking facilities, known as either hypermarkets (over) 30,000 square metres) or superstores (under 30,000 square metres). They may be on a retail park, where there are a number of large stores.

Department stores such as Harrods in London are large shops, which sell a wide variety of products, usually from a city center location. As the name suggests, they are organized in departments, each with its own manager.

2. VOCABULARY (SB page 28 ex. 1, 2) Fill in the gaps and learn:

Use the following words as nouns, verbs or adjectives: • stock • deal • surplus • secure • market • model • order • control . Some of the words will not be used.

Sephora is a French beauty supermarket chain, which has revolutionized the way that perfumes and fragrances are sold. Sephora operates in a (1) _________ that has traditionally been served either by small exclusive perfume stores or by department stores. It (2) _________ a wide selection of too products from beauty houses like Chanel and Estee Lauder. Two years ago the original founder of Sephora, Dominique Mandonnaud, was approached by the luxury chain LYMH (Moet Hennessy – Louis Vuitton) with an offer to buy the company and one year later a (3) _________ was made. Today Daniel Richard, the new president, (4) _________ all aspects of the business. he has managed to (5) _________ the support of many of the big brands in the perfume business and placed big (6) _________ with them. Sephora has ambitious plans for the future, and recently opened a store in New York.

3. VOCABULARY (SB page 28 ex 3) Fill in and learn

Replace the words in the italics with the following words: • profits • overheads • niche • range • suppliers • discount

Wal-Mart is already maneuvering to bring its vision of retailing to the European consumer. In the United States the company operates stores that are often twice as big as their European equivalents and which sell a huge selection (1) _________ of quality products at a significant price reduction (2) __________ .

However, duplicating its success on the old continent may prove to be just as difficult as conquering the New World’s markets. Firstly, Europe with its limited space available for building new stores and its high operating costs (3) __________ may make it more difficult for the company to produce the same positive financial results (4) __________ that it has had in the US. In addition to that, it may be difficult to persuade companies that provide goods for retailers (5)_____________ to do business with them in the same way as they do in the US. But with the purchase of the British supermarket chain ASDA, Wal-Mart clearly want to establish a particular market (6) _________ for itself in Europe.

4. THE LAY OUT AND OF A SUPERMARKET. ( SB Listening ex 3 page 32) Learn

As a rule, supermarkets and groceries follow a standard design. For example, the main entrance is on the left, because the research has shown, that customers prefer to enter stores on the left and then they have a natural reflex to move to the right.

• Fresh fruit and vegetables are always just inside the entrance. This is important because it gives a healthy image to the store. • The meat counter, however, is at the back of the store. Thee are two reasons for this, the first one being that meat requires a storage and preparation area. The other is that meat is an item that shoppers come to buy regularly and having it here means that they will see many other products on their way.

• Likewise, basic products are rarely positioned next to each other. The coffee may be positioned in the first aisle, about half way down on the right, whereas the sugar is over in the fourth isle nearest the checkout. • Breakfast cereal may be in the second aisle, the shelves on the top containing the lesser-known brands. The position at the eye-level, which generates the highest sale, is reserved for the more famous brands.

• Free samples counters are called to promote less popular brands. Television screens above the demonstration area may show different items, which are discounted at the moment. Displaying products this way can increase sales of certain items by as much as 900%.

5. WRITING A REPORT. (WB page 15 )

You work as a retail consultant and were asked by the head office of Wright’s Supermarket to conduct a customer survey at their branch in Colchester following a number of complaints. Write a report giving details of the complaints and your recommendations. (  see next page)

Customer survey – Wright’s Supermarket, Colchester 19 March

100 people interviewed

Complaints:

1. Opening hours

- - store often closed at quarter to 7 but says 7 at door ­­ admit people up to 7 + make announcement 5 min. before closing

-- doesn’t open until 10 – people can’t buy things

on the way to work do another survey to find out the best time to open.

- - why not open on Sundays? one month trial period.

2. Product availability and quality

- - things like bread and milk not left at the end of the day review stocking procedures (new computer system?)

--some products post their sell-by date

3. Customer service

- - long queues employee training program (employee of the month award?)

cashiers never put shopping in bag

-------------------------------------------------------------------------------- Another survey in 6 months to check on improvements.

- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -

RECOMMENDATIONS FOR THE LAYOUT OF THE REPORT:

Introduction: Give the date, place and the context for the survey.

Body: Describe the customers’ complains in 3 separate sections according to the survey plan. Leave spaces between paragraphs.

Conclusion: Give the recommendations for improvements on every item of complaints. Enumerate the issues.

Guidelines for writing:

Keep to formal style.

Avoid using the personal pronoun ‘I’

Do not use contracted forms.

Include linking expressions to provide contrast and establish sequences.

Use both active and passive forms.

Vary the use of tenses / use modal verbs

Identify to whom the report is headed and sign it with your name and position. To: From:

Phrases to use:

• On _(date)__ we conducted a survey at __(place)___ following a number of complaints made to the head office. _______ of customers were interviewed during _______. The survey focused on three main areas:  (next page)

• customers complained that …. • In addition, some people thought that … • A further suggestion was that … Many shoppers were unhappy that … • Some customers would like …

• We recommend that … to improve customer service, we suggest …

• A further survey should be conducted…

Unit 4 Franchising

1. KEY VOCABULARY (SB page 34) Learn

Franchising is a business system in which a company (or franchiser) sells an individual (or franchisee) the right to operate a business using the franchiser’s established system or format.

As part of the franchise agreement the franchisee pays an initial sum of money, a franchise fee or front end fee, to the franchiser and agrees to pay a royalty or management services fee, for continuing advice and assistance, which is usually calculated as a percentage of annual turnover. The franchisee may also pay an advertising fee to contribute to the franchiser’s annual advertising and marketing costs. The franchisee also has to find the necessary capital to open the business.

The franchiser provides an operations manual, which contains all the information that the franchisee needs to run his or her business. A franchisor may appoint a master franchisee to supervise the business in a particular area.

• Franchise store - находящийся в независимой собственности магазин, в котором продаются товары фирмы, подписавшей с ним франчайзинговое соглашение магазин выплачивает франчайзеру определенный процент от объема продаж за использование его имени.

• Franchising – франчайзинг

• Franchiser - франчайзер

• Franchise agreement – франчайзинговое соглашение

.• A franchise fee / front end fee – франшиза. Сумма, выплачиваемая при покупке лицензии

• Royalty / management services fee – роялти. Регулярные выплаты за использование собственности, ноу-хау принадлежащей иному лицу. (В том числе, авторские выплаты за использование произведения.)

Annual turnover – годовой оборот

Advertising fee – выплаты за рекламу

Marketing costs - издержки по маркетингу, сбыту

Operations manual – руководство, сборник инструкций

A master franchisee – куратор

2. LEAD –IN (SB: ex 3 page 35. Tapescript: TB page 15) Learn

Research reveals that 50% of all new businesses fail because of the high risk rates in the sector of small business.

The main advantage of franchising for a franchisee is reduced risk because you are investing in a business that’s already operating. It’s a safe bet. But the franchisee has to accept certain conditions as part of the deal. For instance, there are rules that must be followed. This could concern, perhaps, the choice of the suppliers, the range of products to sell in the shop, the way the employees should dress and behave, the type of information that must be provided, such as regular reports on sales. If a franchisee wants to sell the business he or she would have to get the approval of the franchiser.

From the franchiser’s position it’s really a very different view. The franchiser, the inventor of whatever the product or service is, wants to expand his business to cover as much territory as he can. Now the real advantage here is that he can do that without having to invest his own capital and without having to recruit and manage personnel. All that is taken care of by the franchisee. From then on, he or she can simply watch the increased fees coming in as his company expands. In addition to that, the franchiser can also keep tight control over the way that the individual franchisees actually manage their businesses and take action if things go wrong.

3. VOCABULARY for the text One Day in my Life. (SB page 36)

• trademark – торговая марка

• market research / MR / marketing research company / to make a research into …

• estimated costs – предположительные расходы, смета

• start up costs – стартовые издержки

• real estate - недвижимость

• overheads – a regular cost of running a business: rent, salaries, heat, light, etc. - Hнакладные расходы, не связанные напрямую с производством продукта

• fixtures and fittings / f & f / - текущий ремонт

• to charge fee – назначать цену // free of charge - бесплатный

• leasehold – владение на правах аренды

• rent – арендная плата

• the required start-up capital – стартовый капитал

• working capital / operating capital/ - оборотный капитал

• revenue / return profit – прибыль

• gross sales – валовая выручка (брутто, до вычетов

• gross margin / gross profit margin – Совокупная прибыль. Разница между нетто-объемом продаж и стоимостью проданных товаров. Служит основой чистой прибыли /gross profit/

• vendor account – банковский счет поставщиков

• utility deposit – банковский счет на коммунальные услуги

• initial inventory – начальный товарный запас

• insurance – страховка

• to expedite the process – способствовать, ускорять

• dedication – целеустремленность, преданность делу , /to dedicate, to be dedicated

• payroll – деньги на выплату зарплат, платежная ведомость

4. LISTENING (SB ex 2 page 42, transcript TB page ) Learn

I suppose that to be a successful franchisee you need to have a lot of dedication to the job. In this business you are to tackle a lot of things at a time: keep up the records and the payroll, look after the maintenance and update of the equipment. Accurate paperwork is probably eighty percent of the job in my view.

On the management side, I think the main thing is really to take good care of your employees because one of the main problems with the job is staffing, finding the right people to work with you. If they don’t enjoy doing their work then customers are not going to enjoy being with them.

It’s never easy to handle the money management of the business since there’s a basic instability in the whole thing. You can never be sure of exactly how much you are going to sell – your revenues are unpredictable. You just can’t guarantee that X number of people will come in and buy your product. But on the other hand you have to keep up with the bills and pay them on time.

I think that you really need to have a long-term vision looking into the future with hope. The franchise business doesn’t give you an immediate payback. So you have to be patient and enjoy the daily success of the business in order to maintain it. Well, in your relationship with your franchiser the central thing is trust and faith. They have certain standards that they want you to adhere to. So you have to comply with their rules and follow their formula of the business.

5. WRITING E-MAIL Enquiry letter. 100 –150 words (SB: page 42 - 43)

You are considering the opportunity of • acquiring a license for Dunkin’ Donuts franchise. Write an e-mail enquiry letter to the headquarters office enquiring information on the following issues:

• franchise agreement • training course

• the required start-up capital • store design

• royalty fee • a brochure and the operations manual

• overheads

Use the phrases below. For the lay out of an e-mail letter look at the reference section at the end of the brochure:

• To…Subject… / • I would be very interested in obtaining more information about … / • I intend to … / • Could you please tell me …/ • Please, let me know…. / I would be grateful if … / • Looking forward to hearing from you.