整合剑桥商务英语高级第三版3.docx

整合剑桥商务英语高级第三版3.docx

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整合剑桥商务英语高级第三版3

MODULE3BUSINESSTOPIC

3.1Communicationatwork

VOCABULARYMeanofcommunication

1Whatdoesthisquotationmeantoyou?

‘Thinklikeawisemanbutcommunicationinthelanguageofthepeople.’

W.B.Yeats,poet（1865-1939）

2DeletetheverbthatdoesNOTgowitheachtypeofbusinesscommunication.

0anemailsend/draft/post

1aphonecalldo/make/receive

2apressreleaseputup/issue/putout

3anadvertisingcampaignlaunch/run/make

4apresentationgive/make/tell

5ameetingorseminarhold/attend/carryout

6areportproduce/run/publish

7anoticeputout/putup/display

8amemotoallconcernedpublish/sendout/circulate

9informationontheInternetpost/make/put

3ForwhichofthefollowingwouldyoufeelmostconfidentusingyourEnglish?

Andleastconfident?

Discusswithyourpartner.

apresentationameetingaphonecallareportanemail

4Discussthesequotationswithyourpartner.

●Haveyouhadgoodexperiencesofdealingwithcompaniesthroughcallcentres?

●DoyoushopontheInternet?

WHY?

/WHYNOT?

●Withwhichproductsorservicesisface-to-facecontacthelpful?

Withwhichisitunnecessary?

5ReadthefiveextractsfromthemagazineManagementNowonpage27andthenmatcheachoftheeightstatements（1-8）withoneoftheextracts.Youwillneedtousesomeofthetextsmorethanone.

0Youcangatheralotofcustomerdatawithmoderncomputersystems.A

1Onefuturetrendwillbemoredirectcontactbetweencompaniesandtheircustomers._____

2Businesshasn’treallychanged,onlythemediaofcommunication._____

3Companiesneedtothinkaboutwhichchannelismostappropriatetotheircustomers’needs._______

4Customersarefrequentlyfrustratedbynotbeingputthoughquicklytothepersontheyneedtospeakto._____

5Thereislesshumaninteractionnowadays,butthisisn’tnecessarilybadforthecustomer.________

MANAGEMENTNOW.APRILISSUE

Bettercommunication?

‘THEMOREELABORATEOURMEANSofcommunication,thelesswecommunication.ˊThesewerethewordsofJosephPriestlyover200yearsago.Butifthatwastruethen,whatwouldhemakeofcommunicationstechnologytoday?

NatalieFitzgeraldaskedfivepeopleworkinginthefieldwhattheythought.

ABillOsmond,dataanalyst

Ithinkhe’sgotagoodpoint.PowerfulITsystemsgivecompaniesenormousamountsofinformationoncustomerbehavior,butit’swhattheycandothisdatathatmatters.AgoodexampleinrecentyearswasCentrica,theBritishutilitycompany.ItacquiredabigportfolioofdifferentcompaniesandthenspenthugeamountsofmoneyonanITsystemdesignedtocross-sellitsvariousproductsandservices-financialservices,telephonecontracts,energysupplyandsoon_tothecustomersinitsdifferentbusinesses.Buttheynevermanagedtodoit,becausetheirITpeoplewereunabletomergeallthecustomerdatabasesortomakethemtalktoeachother

BSARAHBRIDGESTONE,formercallcentremanager

Absolutely.Callcentrescanmoreoftenactasabarrierthanahelp.Talktheexampleofawell-knownmobilephoneoperator.Whenacustomercalls,he’sgivenalistofoptionstochoosefrom:

dialIforbillenquiries,2toupgradehishandset,3ifhehasatechnicalproblem,4ifhe’sthinkingofleavingthecompany.Fromeachofthesehe’stakenthroughanotherlistofoptions.Ifhestillcan’tfindwhatheislookingfor,he’sinvitedto‘stayonthelineuntilanoperatorbecomesavailable’.Thiscantakeuptotenminutes,bywhichtimeheisnowseriouslythinkingofgoingbacktooption4andcancellinghiscontract.Itreallyseemscounter-productive.

CDOUGCOOK,bankmanager

Thereisnodoubtthatmoderncommunicationchannelshavedepersonalizedalotofcustomercontact.Bankshavebeendoingthisforyears,tryingtocommoditisetheservicethattheyoffersothattheycanrationalizeitandmakeitcheapertodeliverMosttransactions-bankdeposits,cashwithdrawals,issuingofstatements-havebeenautomatedwhetheratacashmachine,overthephoneoronline.Thishassavedcompaniesandthecustomermoney.Butcost-cuttingisbynomeanstheonlydriver-it’satrendalsodriverbycustomerdemandforaquickandflexibleservice.

DFARHANAPATEL,onlineretailer

It’sjustaboutconvenience.WhetherItextyouamessageortellyouthesamemessageface-to-face,it’sstillamessage.ThegrowthofInternetshoppingcomparedtothatofhighstreetshoppingshowsveryclearlythatcustomerswantcheaperandmoreaccessibleservices.Sellersliketheconveniencetooofcourse.eBaystartedoutasamarketplaceforindividualsbut,increasingly,companieshaveusedittosellproductsdirecttoconsumers.Infaceit’snotverydifferentfromatraditionalmarketplace.Thereisstillacommunityofbuyersandsellerswhotalktoeachotheranddobusinessjustthesameasiftheyweredealingface-to-face.

EBRIANMACWHINNEY,managementconsultant

Businessesareoftentooquicktoembracenewtechnologyinordertosavemoneyorgainacompetitiveadvantage.Butapplyingthesamesolutiontoalltypesofbusinessisneveragoodidea.Thereareculturalfactorstoconsider.UsingacallcentreinIndiatohandleenquiriesabouttraintimesonrailwaysinEuropeisabadideabecauseitisn’tsuitedtocustomers’expectations.Ontheotherhand,aEuropeancustomerofacomputercompanydoesn’treallymindifhistechnicalproblemissolvedbyacallcentreoperatorinIndiaorIrelandorAlaska,becauseitdoesn’trequireanyculturalknowledge.Goodcommunicationisaboutfindingtherightchannel.Intime,Iexpectwe’llseeareturntomoreface-to-facecontactwithcustomersandmorelocalservices.

SPEAKING1Whichofthefollowingdoyoufinduseful?

Whendoyouuseit?

Why?

mobilephoneemailSMSMSNBlackberry

2Decidethebestwaystocommunicationthefollowingmessages.

What?

Towhom?

How?

0Anapologyforforgettingtosendsomeinformation

Acustomer

Sendaformalletter

1Thecompany’sgratitudeandappreciation

Anemployeewhoisabouttoretire

2Achangeofbrandidentity

Thegeneralpublic

3Theappointmentofanewmanagingdirector

Alltheemployees

4Anewwebsitethecompanyhascreated

Yourcustomers

5Thecompany’sworktohelptheenvironment

Themediaandthegeneralpublic

6Vacantpostsfortraineesalesmenandwomen

Youngrecruits

7Adiscount（foralimitedperiod）onaproductline

Yourcustomers

8Anapologyforforgettingtosendsomeinformation

Acolleague

9Thecompany’shalf-yearlyfinancialresults

Theshareholdersandfinancialinstitutions

VOCABULARY3Completeeachdefinitionwiththecorrectword（thefirstletterhasbeenwrittenforyou）.

0Toanswersomebody,yougiveareply.

1Toaskforsomething,youmakear_____.

2Tohelpsomeoneremember,yougivethemar_____.

3Tosuggestorrecommendsomething,youmakeap_____.

4Tosaysomethingpublicly,youmakeana______.

5Tosaysorryyoumakeana______.

6Toinsistthatsomeonedoessomething,youmakead_____.

GRAMMAR

GrammarTip

Oftenverbsthatexpressasimilarnotionwilltakethesameform,egdissuadediscourage,deterareallfollowedbysomeonefromdoing.

Thiscanalsobethecasewithoppositenotions,egagreeandrefuse+todo.

Idiscouragedhimfromapplyingforthejob.

Idissuadedhimfromapplyingforthejob.

Verbpatterns

Intheemailbelow,alltheformsfollowingthecommunicationverbs（discuss,apologiseetc）areunderlined.Someareincorrect.Correctthem.

DearJim

forgiving

forgiving

Firstofall,Iwouldliketothankyou（0）aboutgivingupyourtimetohelpus.It’sverykindofyoutoagree

（1）workingwithusonthisproject-Iknowyouareverybusy.

Whenwelastmet,wediscussed

（2）aboutcreatingaspecialteamtodealwithcomplaintsfromcustomers.IhavesincehadameetingwithSarah,theheadoftheCustomerServicesteam,andIhavepersuadedher（3）tojoinus.Shesuggested（4）tomeetnextweektoputaplaninplace.Inthemeantime,sheisgoingtoencourageherteam（5）forgivingtheirideas.

Imustjusttell（6）toyousomethingwhichhappenedlastweekthatshowshowmuchweneedabettersystemfordealingwithcomplaints.

Lastweek,acustomerrangtocomplain（7）abouthavingtowaitonemonthfordeliveryofaDVDplayer.Heaccusedus（8）tokeephismoneysothatwecouldearninterestonitbeforedeliveringtheproduct.Thesalespersonwhoansweredthecalloffered（9）givinghimadiscount,withoutevencheckingthehistoryoftheorder.WhenIchecked,Idiscoveredanemailfromusinformingthecustomerwhenhethoughttheproduct（10）thattherewillbeaone-monthdelayindelivery.Thesalesmanwasverydefensiveandsaidthathecouldn’tbecriticized（11）oftryingtokeepthecustomerhappy!

Soyousee,we’vegotalotofworktodo.Lookingforwardtohearingfromyou.

Bestwishes

Karen

PSRemindme（12）topayforlunchnexttime!

5Putthewordsbelowintotheircorrectplaceinthetable.

urgethreatenproposeundertakepraiseblamerecommenddenyconvince

persuade+someone+todo

promise+todo

Admit+doing

Criticize+someonefordoing

Suggest+doing/suggestthatsomeoneshoulddo

_____________

____________

___________

_________

____________

______________

_____________

____________

_________

_________

______________

______________

____________

_______

___________

6Completethesesentences.

0Theythreatentotakeustocourtifwedidn’tpaythemimmediately.

1It’saverysensitiveissue.Isuggest__________ananonymousemail.

2Once,inarestaurant,Icomplained___________andthemanagertoldustoleave.

3Whatawasteoftime!

Wespentthreehoursdiscussing___________.

4Thecompanyoffered__________,butama