Best Commercial Practice è il nuovo corso di inglese rivolto agli studenti degli Istituti Tecnici Economici, indirizzo “Amministrazione, finanza e marketing”. In linea con i nuovi orientamenti della formazione, il testo si caratterizza per la presentazione chiara e ben articolata dei contenuti, per il percorso fortemente incentrato sullo sviluppo delle abilità e per la ricca varietà dell’offerta didattica, con un’ampia selezione di materiale multimediale (video, film, collegamenti a Internet). Ulteriori materiali didattici, approfondimenti e attività per la preparazione all’Esame di Stato sono disponibili sul sito www.elionline.com.
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Coursebook
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Contents MODULES
1
2 3 4
The World of Business p. 9
Business Organisations p. 49
Marketing and Advertising p. 81
International Trade p. 113
BUSINESS in THEORY
BUSINESS in PRACTICE
Production • The production process • Needs and wants • Factors of production • Sectors of production
Commerce and Trade • Commerce • Trade • The supply chain • The distribution chain • E-commerce • Green economy
Business Communication • Methods of communication • Written communication • Oral communication • Visual communication
Types of Economic Systems • Planned economy • Free market economy • Mixed economy
• Types of company integration • Multinationals • Micro-multinationals • Organisation chart
Job Applications • Looking for a job • Recruitment ads
Private Sector • Sole traders • Partnerships • Limited liability companies • Cooperatives • Franchises
Public Sector • Public enterprises
Marketing • The role of marketing • Market segmentation • The marketing mix • The extended marketing mix • Market research • Internet marketing • Mobile marketing • Unsolicited offers • SWOT analysis • Product life cycle
Advertising • The purpose of advertising • Effective advertising • Advertising media • Product placement and sponsorship • Trade fairs
Importing & Exporting Trade Organisations • What is international • Trading blocs trade? • International trade • Economic indicators organisations • Customs • Protectionism
Curriculum Vitae • How to write a Curriculum Vitae • How to write a covering letter
Studying the Market • Internet marketing questionnaires • Focus groups
Getting a Job • Job interviews • Personal branding • Working practices
Analysing Adverts • Features of an advert • Radio and TV commercials
Unsolicited Offers • Unsolicited letters, emails and phone calls
Enquiries • Written enquiries • Telephone enquiries Replies to Enquiries • Written and oral replies
Trading Procedures • Trading within the EU • Trading outside the EU • Sales contract terms • Incoterms
5
Transport and Insurance p. 145
Types of Transport • Transport by land • Transport by water • Container ports • Transport by air • Freight forwarding • Means of transport • Packing • The environmental impact of freight traffic Transport Documents • The road/rail consignment notes • The bill of lading • The air waybill
Invoices • The invoice • The pro-forma invoice Insurance • What is insurance? • Business insurance • Marine insurance • Focus on Lloyd’s
Placing an Order • Written orders • Order forms and online orders • Phone orders Replying to Orders • Accepting or refusing an order Modification and Cancellation • Changing an order • Cancelling an order • Counteroffers
Sending Goods • Contacting a freight forwarder • Shipping advice
BUSINESS LANGUAGE Vocabulary – Functions – Phraseology • Word formation (1)
BUSINESS NEWS
MOVE to the NET
ONLINE WORKSHEETS
Grammar • Present simple • What/Which • Present simple passive
Crowdsourcing
Web Conferencing
• Deindustrialisation • Information technology • Netiquette • Snail mail versus email • VoIP – Voice over IP
Grammar • Present continuous • The future • First conditional
Entrepreneurial Spirit
Online Profiles
• The rise of state capitalism • NGOs, non-profit organisations and charities • Can multinationals be ethical? • First-class business schools in the UK • First-class business schools in the US
Grammar • Modal verbs • Comparatives • Superlatives
The Power of Advertising
Social Awareness Advertising
• History of advertising • Brands • Working in advertising • Ethnic advertising • Circular letters
Grammar • Past simple vs past continuous • Past simple passive • Present perfect simple
Made in China
The Silk Road
• Made in Italy • Foreign remittance • Bretton Woods and the gold exchange standard • The European Monetary System
Grammar • Time expressions used with the present perfect • Present perfect simple vs present perfect continuous
Insurance Trends
The Panama Canal
• Turin-Lyon high speed railway • The ‘Chunnel’ • Acts of God insurance • Cancellation clauses
• Phone calls • Business letters
Vocabulary – Phraseology • Word formation (2) • Talking about roles at work • Covering letters
Vocabulary – Functions • Word formation (3) • Intensifiers • Verbs for marketing and advertising • Marketing strategies
Vocabulary – Phraseology • Verb patterns: verb + prepositions • Collocations with trade • Enquiries and replies
Vocabulary – Phraseology • Word formation (4) • Verb patterns: verb + -ing or to • too/enough • Correspondence for orders
MODULES
6
7
Banking and Finance p. 187
Globalisation p. 229
BUSINESS in THEORY
BUSINESS in PRACTICE
Payment Methods • Open account • Payment in advance • Bank transfer • Bill of exchange Central Banks • Documentary collection • The Bank of England • Documentary letter of credit • The Federal Reserve System • European Central Bank Finance • Stock Exchanges and Banking Services Commodities Exchanges • Business banking • London and New York Stock • E-banking Exchanges • Cash machines and cards • Securities fraud and • Fraud speculation
Payment Issues • Credit references • Sending a statement of account • Requesting new payment conditions • Extension of credit
Banking Systems • Types of bank • Microcredit • Ethical banking in the UK
Introduction to Globalisation • The evolution of globalisation • Aspects of globalisation • Advantages and disadvantages of globalisation
Economic Globalisation • Economic globalisation • Outsourcing, backsourcing and insourcing
Payment Reminders and Replies • Written reminders • Written replies • Phone reminders and replies
Complaints and Replies • Making a complaint • Responding to complaints • Phone complaints and replies
Global Sustainability • De-growth versus sustainable development
Practice Round Up: Stages of a business transaction p. 257
Cultural Background DOSSIERS
1 2 3 4 5
Geography p. 262
History p. 278
Society and Identity p. 298
Economy p. 318
Institutions p. 338
move to movies
UK vs USA
ESW
• The UK – quick facts • Geography of the UK • The USA – quick facts
• Geography of the USA • Climate in the UK • Climate in the USA
• Australia and New Zealand
• A brief history of the UK • The Industrial Revolution • The British Empire and the Victorian period • Key moments in the 20th century
• A brief history of the USA • Mass production • The great depression • Key moments in the 20th century • The UK and the US in the 21st century
• Colonisation in Africa
• UK population and identity • US population and identity • Religion in the UK and US • Education in the UK • Education in the USA
• Newspapers • TV & Internet • Origins and development of the English Language
• Pidgins and Creoles
• UK economy • Adam Smith
• John Keynes • US economy
• The Asian Tigers and Developing India
• The UK political system • UK general elections • The European Union
• The US political system • US elections
• Current Commonwealth Nations: Canada
• The Pursuit of Happyness
p. 360
Exam Practice
p. 368
Phraseology
p. 380
Business Word Bank
p. 396
• The Devil Wears Prada
• Wall Street: Money Never Sleeps
• The Social Network
BUSINESS LANGUAGE Vocabulary – Phraseology • Linkers • Collocations with payment • Payment issues
Vocabulary – Phraseology • Phrasal verbs • Collocations with complaint
MOVE to the NET
ONLINE WORKSHEETS
Grammar • Past perfect simple • Past perfect continuous • Second conditional • Third conditional
Changes in Banking Culture
BUSINESS NEWS
Bank on Dave
• Italian banking system • Credit unions • Time banking • Financial transaction taxes • Bank correspondence
Grammar • Relative clauses • Indirect speech • Modal verbs with past infinitives
One World, One Culture?
E-waste
• Global peace and NATO • Anti-globalisation movement • De-growth: ‘In praise of leisure’ • Glocalisation • Consumer rights and associations
• Complaints and replies
GOING DEEPER
LIT CORNER
ONLINE WORKSHEETS
Global Warming
Wordsworth’s Romantic Nature
• Livingstone the explorer • UK industrial and financial centres • US megalopolises • Hurricanes and tornadoes • Whitman and the American ‘romantic’ nature
MOVE to the NET The Lake District
Gender Equality
Virginia Woolf and Feminism MOVE to the NET Equals
The Troubles
Multicultural Britain? MOVE to the NET Multicultural Britain
US Banking Crisis
Arthur Miller and the American Dream MOVE to the NET The American Dream
The United Nations
Big Brother Is Watching You MOVE to the NET Big Brother Cab
• The Victorian compromise • The slave trade • The Marshall Plan • King and Malcolm X • The Cold War and McCarthyism • Education system in the UK/US • Music genres • The birth of the Internet • British English vs American English • Wilde and Joyce: Catholic Ireland • Britain’s industrial north in the 1980s • Mountaintop mining • Reasearch centres of excellence in the USA • ‘Occupy Wall Street’ • Local governmental structures • EU common policies • EU youth exchange programmes • Famous political speeches • The cost of US elections
Welcome to Best Commercial Practice è il nuovo corso di inglese tecnico settoriale rivolto agli Istituti Tecnici Economici, indirizzo Amministrazione, finanza e marketing. In queste pagine troverai alcune informazioni per imparare a usare il tuo libro di testo. Il volume si articola in 7 moduli dal contenuto tecnico e settoriale e 5 dossier di civiltà, organizzati in questo modo: Business in Theory/Business in Practice Ogni modulo si suddivide in due parti principali, teoria e pratica. • La sezione Business in Theory presenta testi teorici che affrontano i temi tecnici e settoriali con testi descrittivi, numerosi approfondimenti tratti da fonti autentiche, materiale multimediale (video e collegamenti a Internet). • La sezione Business in Practice mostra esempi completi della corrispondenza in uso nelle varie fasi della transazione commerciale con particolare attenzione alle esercitazioni, sempre guidate e graduali. Troverai attività di preparazione alla certificazione Cambridge English: Business (BEC) Preliminary nei primi moduli e Vantage in quelli successivi. A conclusione di ogni percorso tematico è prevista un’attività di Exam Practice, per prepararsi all’Esame di Stato.
UK vs US/ESW • La ricca sezione di civiltà offre un confronto culturale fra la geografia, la storia, la società, l’economia e le istituzioni del Regno Unito e quelle degli Stati Uniti (UK vs US). Ogni dossier presenta inoltre un approfondimento su altri paesi di lingua inglese (ESW). • Troverai attività di preparazione alle certificazioni Cambridge English: Preliminary (PET) nei primi dossier e First (FCE) in quelli successivi.
La sezione Business Language si divide in due parti: • Vocabulary/Functions/Phraseology, dove potrai sviluppare e consolidare il lessico specifico e tecnico già incontrato all’interno del modulo. In questa sezione approfondirai le funzioni linguistiche presentate nel modulo ed eserciterai la fraseologia di riferimento per la comunicazione commerciale scritta e orale. • Grammar, dove vengono brevemente presentate ed esercitate diverse strutture grammaticali con un approccio graduale. La pagina di grammatica si chiude sempre con un esercizio di traduzione da e verso l’inglese.
BEC attività per la preparazione all’esame Cambridge English: Business Preliminary e Vantage (BEC) PET attività per la preparazione all’esame Cambridge English: Preliminary (PET) FCE attività per la preparazione all’esame Cambridge English: First (FCE) A indica la tipologia di prova in preparazione all’Esame di Stato (A, B o C) integrazioni digitali online
Puoi scaricare gratuitamente dal sito www.elionline.com: materiale didattico supplementare | tutti gli audio in formato MP3 | FLIP BOOK
Nelle sezioni Business News (nei moduli) e Going Deeper (nei dossier) troverai articoli tratti dalla stampa internazionale con approfondimenti e attività che guidano allo sviluppo delle abilità linguistiche.
Ogni modulo si chiude con la pagina Move to the Net contenente materiale video e collegamenti a Internet. La pagina si articola in quattro parti: • Log in!, un’attività di warm up che introduce l’argomento proposto nel video; • PASSWORDS elenca le parole difficili presenti nel video e offre uno o due esercizi che mirano a consolidarne la memorizzazione; • ON THE NET! presenta il video ed è accompagnato da un’attività di comprensione. Tutti i video di questa sezione sono inseriti nel Flip Book; • LOG OUT! con spunti di riflessione che si ricollegano ai temi trattati nel modulo e nella pagina in questione.
Lit Corner è la sezione finale dei cinque dossier di civiltà e cultura, dove troverai un percorso letterario e un video inerenti al tema affrontato nei vari dossier.
Exam Practice è la sezione dedicata alla preparazione della terza prova di lingua inglese prevista dall’Esame di Stato. I quesiti sono stati suddivisi in base alle tre tipologie più comuni per questo indirizzo (A, B, C).
La sezione Move to Movies è dedicata all’analisi di film contemporanei la cui trama è legata a temi trattati nel testo. Si completa con un lavoro graduale e completo di ricezione e produzione linguistica. Le clip analizzate si possono vedere sul Flip Book.
Nella sezione Phraseology troverai una lista delle funzioni linguistiche e della fraseologia di riferimento per la comunicazione scritta e orale, con attività che consentono di rafforzarne la competenza nell’uso e la capacità di adattarle ai contesti comunicativi che la realtà commerciale presenta. Il Business Word Bank offre le definizioni dei concetti e delle parole chiave in ambito commerciale.
Il FLIP BOOK è la versione digitale interattiva dell’intero libro di testo che comprende tutte le risorse del corso.
Il FLIP BOOK contiene l’intero volume in formato multimediale e raccoglie tutte le risorse del corso in un ambiente unico: gli esercizi interattivi e auto-correttivi, gli audio, i video di approfondimento presenti all’interno dei moduli e nella sezione Move to the Net e le clip dei film della sezione Move to Movies.
La palette offre tutte le funzionalità della lavagna interattiva in modo semplice, senza dover uscire dal programma. Penna, zoom, colori, funzioni di stampa, segna pagine sono tutte opzioni che ti permettono di studiare in modo efficiente e stimolante.
Il FLIP BOOK ti offre la possibilità di apprendere in modo autonomo. Con la funzione “salvataggio degli esercizi” potrai salvare e bloccare gli esercizi svolti per un eventuale controllo e una valutazione da parte dell’insegnante.
Il FLIP BOOK è dotato al suo interno di una Guida all’uso per scoprire le risorse e gli strumenti a disposizione.
Module
1
The World of Business BUSINESS in THEORY
BUSINESS LANGUAGE
• Production • Commerce and Trade
• Vocabulary – Functions – Phraseology • Grammar
BUSINESS in PRACTICE
BUSINESS NEWS
• Business Communication
• Crowdsourcing
MOVE to the NET • Web Conferencing
9
Module
1 BUSINESS in THEORY
warm up 1 Match these words
to the definitions.
1 marketplace 2 goods 3 tangible 4 shelf life 5 output 6 to purchase
a b c d e f
production The production process
wares time before deterioration to buy production the place of commercial activities can be touched or seen
The production process is the way in which a business develops products which are then offered on the marketplace, where they can be purchased to satisfy a need or want. The term ‘product’ – or output – refers to both services and goods. Services are intangible and consequently cannot be possessed. A service is a benefit or assistance provided to the customer. Types of services include professional experience such as lawyers or doctors, computer server access, or movement of goods like the postal service delivering mail. Goods, also known as wares, come at the end of the manufacturing process. They are tangible items that can be seen and touched and are either durable or non-durable. Non-durable goods deteriorate in time (e.g. food or medicine). This is known as having a shelf life. Instead, durable goods such as electronic devices have a much longer shelf life. The diagram below illustrates the three main parts of the production process.
INPUTS
Land
Machinery
Raw materials
Labour
TRANSFORMATION PROCESS OUTPUTS
Finished goods
10
Services
The World of Business
G lossary firm: azienda ratio: proporzione meet the needs: soddisfare le esigenze
Inputs are the resources required for industrial production (i.e. people, raw materials, information, finance) to obtain a desired output.
reading comprehension 2 BEC Read the text and choose the correct option. 1 What is the production process? A The way in which a company operates on the marketplace. B The way a business is organised. C The method a company uses to develop its products. 2 Services and goods are also known as… A inputs. B outputs. C needs and wants. 3 What does the term ‘shelf life’ mean? A The time it takes to manufacture particular goods. B The time certain goods can be kept and still used. C The time it takes to sell specific products.
4 Productive efficiency is a result of… A a well organised transformation process. B the use of the maximum number of resources. C the number of finished products sold.
5 According to the text, a manufacturer should ideally try to… A have the lowest prices on the market. B produce a high number of outputs. C offer its services or goods at competitive prices.
3 Goods or services? Write G or S.
1 trousers ___ 2 refuse collection ___ 3 teaching ___
4 tablet PC ___ 5 advertising ___ 6 motorbike ___
7 taxi company ___ 8 police ___ 9 transport ___
speaking 4 In pairs, explain these terms and give examples.
• goods • services • inputs • productive efficiency
11
Activities
Inputs are necessary for the transformation process to produce outputs. For example a jeans manufacturer must have a factory where the jeans are made, as well as the machinery and workers who make the jeans. He also needs to design and purchase the material and parts to transform them into the finished jeans to be sold. The productive efficiency of a firm is determined by how well this process is organised. Using the minimum number of inputs to produce a maximum number of outputs is the objective of most manufacturers. This ratio will reduce the cost per unit of production and allow the company to sell the goods at a lower price. Some manufacturers, for example those in the luxury goods market, are still interested in production costs but are able to sell their products at much higher prices. Ideally, the goal of the production process is to provide products and services to meet the needs and wants of customers in the shortest possible time at a competitive price.
| Module 1
Module 1 |
BUSINESS in THEORY
Needs and wants
warm up 1 Answer these questions and then discuss your answers with your classmates.
1 What goods or services do you consider essential? 2 What goods or services do you consider unnecessary?
G lossary
Activities
so-called: cosiddetti shelter: riparo
All economic activity is founded on the needs and wants of consumers. A need is defined as a necessity for the survival of a person, animal, organisation, etc. The concept is widely used in social sciences, with special attention being paid to so-called human needs. Basic human needs are food, shelter, clean water, protection from heat or cold and disease. Needs vary according to a person’s geographical location, age, job, health and many other factors. Needs are frequently contrasted with wants or desires: needs referring to things that are necessary, wants referring to things which are desired. A scene from the film Breakfast at Tiffany’s They are not essential for our survival but can make our lives easier. Things which in the past were considered wants, are now seen as needs in modern life, like a car, mobile phone or other electronic gadgets. Wants are important for improvements. Most people work towards better conditions for themselves, their family and sometimes even for their community, their nation and the world at large. People want not only better living conditions and a cleaner environment but faster computers, stylish clothes and much more. People’s wants are infinite.
reading comprehension 2 Read the text and answer these questions.
1 What is the difference between needs and wants? 2 Why are consumers’ needs and wants at the basis of economic activity?
3 Needs or wants? Write N or W.
1 games ___ 2 handbag ___
3 water ___ 4 shelter ___
5 meat ___ 6 clothing ___
7 designer shoes ___ 8 health ___
9 smartphone ___ 10 car ___
vocabulary 4 Read the text again and find the equivalent expressions.
1 described ________________ 2 to a great extent ________________ 3 the study of society and the way people live ________________ 4 a place that provides protection ________________ 5 set in opposition ________________ 6 devices ________________ 7 the external surroundings where human beings, animals and plants live ________________ 8 without end ________________
speaking 5 In pairs, think of 3 objects that teenagers in your country need and 3 objects that they want. Calculate their importance in percentages and draw a pie chart (see page 42). Compare your ideas with the rest of the class.
12
The World of Business
Factors of production The factors of production are the resources of land, labour, capital and enterprise used to produce goods and services.
LAND
Land includes not only the production site but the natural resources above or below the surface, i.e. air, sunlight, trees, soil, minerals, oil, etc.
LABOUR
Labour is the human input in the production process. A company’s output can be dependent on the number of labourers it has in the factory.
Human capital
No company is fully automated; humans are involved in every business whether it is product or service based. The human capital of a company is the men and women working for the company with certain competences and skills that are learned mostly through higher education and training. One way to evaluate the success of a business is to see how well human capital is managed.
CAPITAL
As well as the supplies and materials necessary in the manufacturing process, other assets (material wealth) are needed to build a business, such as money, machinery and equipment. There are various kinds of capital depending on the type of business. For instance, in a manufacturing business, production capital is used. This includes the machinery used to make the products and heavy equipment like forklifts and trucks, which are used to move and transport the goods. The building that houses the operation and stores the goods is also included. Resource capital is defined by natural resources such as water, as well as the physical space a company occupies. Increases in the level of capital are called investment.
Intellectual capital
Successful businesses rely upon non tangibles such as creativity, experience, entrepreneurial spirit, and know-how. These components are collectively called ‘intellectual capital’. Patents and trademarks are also considered intellectual capital whose value is indeterminable. It is almost impossible for competitors to duplicate intellectual capital, making it one of the most desired and useful assets a business can own.
| Module 1
G lossary assets: beni forklifts: carrelli elevatori patents: brevetti trademarks: marchi registrati
Patents protect the methods and processes that make things work, for example what makes a wheel turn or the chemical formula of your favourite fizzy drink. A trademark is a sign which can distinguish your goods and services from those of your competitors. It can be words, logos or a combination of both.
ENTREPRISE
reading comprehension 1 BEC Read the text and decide if these sentences are true (T) or false (F). If there is not enough information, choose ‘doesn’t say’ (DS). T
1 There are four factors of production. 2 Natural resources are included under the definition ‘land’. 3 Human capital is only important for service companies. 4 Material wealth has the same meaning as company assets. 5 Machinery and equipment come under the definition ‘resource capital’. 6 It is possible to calculate the exact value of intellectual capital. 7 Entrepreneurs always invest large amounts of money in a business venture.
writing 2 Write a short definition for each of the four factors of production. Compare your definitions with
a classmate.
13
F
DS
Activities
Entrepreneurs come up with original ideas often risking their own resources in business ventures. They also often organise the other three factors of production.
Module 1 |
BUSINESS in THEORY
Sectors of production
warm up 1 In which sectors
Production is the creation of value or wealth. It includes manufacturing of goods or provision of services.
do most people work in your town/country?
Production includes: • a change in the form of resources, e.g. from wheat to flour, flour to bread; • a change in location, e.g. from warehouse to retail outlets; • the provision of services, e.g. personal services, financial services and social services.
G lossary retail: al dettaglio ores: minerali husbandry: allevamento livestock: bestiame
The three major sectors of production are: 1 Primary production The primary sector refers to the extraction and production of raw materials from nature without any processing. • Mining: extracting coal, ores etc. from the earth. • Forestry: cutting down and removing trees from the forest. • Farming: growing and harvesting crops. • Fishing: catching or farming fish from the sea or fish ponds. • Husbandry: breeding and raising livestock.
2 Secondary production The secondary sector refers to the transformation of raw materials into finished or semi-finished products. This includes the manufacturing of goods such as dry goods or soft goods (textiles, clothing, etc.), building and construction, the generation of power (electricity) or the production of petrol.
3 Tertiary production The tertiary sector of production refers to the provision of services and it is the sector which makes up the largest part of the economy in developed countries. Examples of tertiary production include: • Personal services, such as medical services; • Commercial services, such as transport, financial and insurance services; • Social services, such as social welfare, education, the police.
M ore about... The chain of production consists of the various stages involved in the production of a particular product, all of which add value to the end product. For example, the production of bread includes these steps: cultivation and harvesting of wheat; grinding of wheat into flour; making and cooking the dough; end product.
14
The quaternary sector is often included as part of the tertiary sector as they are both service sectors. The quaternary sector refers to intellectual activities, such as ICT (information and communication technologies), consultancy and R and D (research and development).
| Module 1
reading comprehension 2 Read the text on page 14 and complete these sentences with the words from the box. tertiary • selling • cultivation • primary • finished • goods • primary • shops • insurance
1 ________________ production includes production resulting directly from the ________________ of land, the maintenance of animals or poultry for the purpose of ________________ them or their produce. 2 The secondary sector generally takes the output of the ________________ sector and manufactures ________________ goods. 3 ________________ production means the selling of the finished ________________ in ________________, as well as other services involved in helping business: banking, ________________, transport, etc.
3 Write P (primary production), S (secondary production) or T (tertiary production) next to each word.
1 mining 2 clothes making 3 police 4 advertising 5 farming
___ ___ ___ ___ ___
6 distribution 7 refinery industry 8 cattle breeding 9 transport services 10 forestry
___ ___ ___ ___ ___
11 banking ___ 12 manufacturing of toys ___ 13 insurance ___ 14 fish breeding ___ 15 education ___
listening 4 1.02
BEC Which production sector is forestry part of? Listen to this interview with Professor Warner, an ecologist, who is talking about deforestation. Choose the correct option.
1
What percentage of the world is covered by forests? A 13% B 30% C 40%
2 Most of the reasons for deforestation are connected to… A money. B agriculture. C paper production.
4 Deforestation causes… A the death of 70% of the species living in the forest. B the extinction of 70% of the world’s plants and animals. C an increase in global warming.
3 Why do small farmers cut down and burn trees? 5 Professor Warner says that… A deforestation can be stopped completely. A to have more space for their families B deforestation has decreased over the last few years. B to sell the land to bigger farmers C there is a quick solution to ending deforestation. C to grow food for their families
speaking 5 Which areas of the world are affected by deforestation? Does it affect Italy? Where? What could be done to help solve the problem?
exam practice _ written exam 6 A What have you learnt about production? Write a short essay (150-200 words) about it following these guidelines.
• What • What • What • What • What
is meant by the production process? types of product does the production process create? How? is at the basis of economic activity? Give a full explanation. is meant by factors of production? Describe them. is meant by sectors of production? How many are there? Describe them.
15
Activities
The World of Business
Module 1 |
BUSINESS in THEORY
warm up 1 Where do you
buy the products you need? Do you normally buy things in shops, superstores or online?
G lossary
commerce and trade Commerce Commerce is a general term for the sale, purchase and distribution of goods and services. It encompasses all the activities which are involved in this process of moving goods from a production centre to the point of purchase. The main branches of commerce are:
time gap: lasso di tempo
Warehousing A warehouse is the place where goods are stored. A warehouse is needed to store the goods during the time gap between production and consumption of products: some goods are produced only in a particular season but in demand all year. Other products are produced throughout the year but in demand only during a particular season, such as Christmas.
Transport Goods produced by the manufacturer often need to be transported to the consumer, usually from a place of low demand to another place where demand is greater. The growth of commerce depends largely on using the proper mode of transport; road, rail, sea or air.
Logistics
Activities
The flow of goods, information and other resources, including energy and personnel, is managed by the logistics department.
reading comprehension 2 Read the text on these pages. Which branches of commerce correspond to these definitions?
1 ________________
The activity of attracting public attention to a product or business, using paid commercials in the press, on TV and electronic media.
2 ________________
The administrative and physical functions associated with the storage of goods and materials.
3 ________________
The process of moving a product from its manufacturing source to its customers.
4 ________________
The activity of accepting and safeguarding money owned by other individuals and entities, and then lending it out in order to make a profit.
16
The World of Business
| Module 1
Distribution Distribution is the process of supplying goods, especially to retailers. It may be impossible for producers to reach the consumers directly so a number of middlemen are necessary to complete the process. Amongst others, wholesalers, retailers and brokers are all involved in the distribution process.
Insurance A great deal of risk is involved in every aspect of commerce. The main risks are fire and theft. Insurance ‘covers’ these risks and compensates for possible losses or damage.
Banking Banks hold money for businesses. They play a vital role in mitigating the need for funds. They offer a number of financial services such as loans and credit lines.
G lossary retailers: dettaglianti middlemen: intermediari wholesalers: grossisti loans: prestiti mitigating: ridurre credit lines: linee di credito
reading comprehension 3 BEC Read the text on these pages again and choose the correct option. 1
Commerce includes… A the exchange of goods and services. B the production of goods and services. C the production and exchange of goods.
2 The point of purchase is the place where a product is… A manufactured. B sold to the end customer. C warehoused. 3 The logistics department is important for… A understanding consumer demand. B the efficient internal organisation of a company. C the promotion of a company’s image.
4 The distribution process usually finishes at the… A brokers. B middlemen. C the final customer. 5 Companies take out insurance policies to cover… A damage to goods. B the sale of goods. C both A and B.
vocabulary 4 Find out what the people engaged in each branch of commerce are called. Use a dictionary to help you.
1 trade 2 transport 3 distribution 4 insurance
trader ________________ ________________ ________________
5 advertising 6 banking 7 warehousing 8 market research
________________ ________________ ________________ ________________
exam practice _ oral exam 5 Prepare a short presentation of commerce (3-5 minutes). Use these questions to help you.
• What is commerce?
• What are the branches of commerce?
• What role do they play in commerce?
17
Activities
Marketing and advertising The sale of products and services is possible only if the consumer knows of their existence, is aware of their availability and is interested in them. Marketing involves raising consumer interest through research, promoting, selling, and distributing products or services. Advertising is used to raise consumer awareness through print, broadcast or digital media.
Module 1 |
BUSINESS in THEORY
Trade
warm up 1 Are the clothes you are wearing or the things in your bag made in this country? Or have they been imported from another country?
G lossary commodity: merce, prodotto supply and demand: domanda e offerta
Activities
An export is a product that is sold from its country of origin on the global market. An import is a product that is bought into a country from the global market.
Trade is the act of buying and selling goods and services either for domestic markets (wholesale and retail) or international markets (import and export ).
domestic or home trade is the exchange, or buying and selling, of goods for money within a country from a producer to a consumer usually through wholesalers and retailers. Wholesalers buy goods at cost price from producers and sell them to retailers (i.e. supermarkets, department stores or specialised shops), who then resell the goods to consumers at a higher price. The price of the goods increases at every point of trade.
foreign or international trade consists of the exportation and importation of goods and services between different countries. This can be done directly between a company and the final customer, or through the use of intermediaries such as wholesalers. Commodities can also be exchanged between different countries. A commodity is a physical substance, usually in bulk, such as food, grains, metals, petroleum, gasoline, heating oil and natural gas, which can be traded on a commodity exchange. The price of a commodity may fluctuate according to supply and demand, i.e. the amount of the product that is available and the needs of consumers.
reading comprehension 2 Read the text and match the two halves of the sentences.
1 Trade 2 A wholesaler 3 A retailer 4 An end consumer 5 The price of products
a b c d e
sells products to end consumers. increases at each stage. buys products at retail price. buys products at cost price. is the act of buying and selling goods.
3 Read the text again and answer these questions.
1 What is home trade? 2 How is it different from foreign trade? 3 Give an example of foreign trade.
speaking 4 In pairs, talk together and decide if Italy generally imports or exports these products.
4 What is wholesale trade? 5 Who is the retail trade customer?
olive oil • natural gas • Parmesan cheese • designer clothes • petroleum • grain • cars • furniture • TVs • shoes
I think that Italy exports olive oil because we produce a lot of it and it’s a well-known Italian product all over the world. 18
The World of Business
A supply chain involves all the companies, information, resources and activities that are used in the movement of a product or service from a supplier to a customer. It links all the companies in the various stages of this process together. Information has to be efficiently shared up and down the supply chain between the different suppliers and clients and all their activities need to be integrated and coordinated in order to ensure that everyone involved can meet their needs. Successful supply chain management brings many benefits to a company: • keeping inventory at a minimum; • reducing costs; • optimisation of the time needed from production to market; • improved flexibility; • quicker reaction to changes in demand. Elements of the supply chain are:
warm up 1 Reorder the steps which bring coffee from the producer to the consumer. coffee factory coffee growers consumer distribution company shipping agents retailer
G lossary supplier: fornitore inventory: inventario
JIT, which stands for ‘Just in time’, is an inventory strategy used by some companies to increase efficiency and decrease waste. The idea is that goods are received only as they are needed in the production process so they do not need to be stored for long periods of time. This reduces inventory costs but means that producers must be able to accurately forecast demand.
planning Customer demand sets off the chain. The sales orders from various customers are combined and the planning department creates a production plan. purchasing The purchasing department receives the list of raw materials, components or services needed and is in charge of ordering them from suppliers to be delivered to the company on a required date. inventory Supplies and materials are received and checked for quality and accuracy. They can be either moved into the warehouse to be kept until needed or transferred immediately to production, in a process known as ‘JIT’ .
production Based on the production plan, the production process is completed and the goods are ready for storage or delivery. transport The goods are delivered to the customers by the most efficient means and within the date indicated on the customers’ sales order. Raw Material
Component
Manufacturer
Retailer
Consumer
reading comprehension 2 Read the text and decide if these sentences are true (T) or false (F). Correct the false ones. T
1 A supply chain only links departments and activities within the same company. 2 It is important that information is exchanged among all the links of the supply chain. 3 Correct management of the supply chain can be advantageous for a company. 4 An efficient supply chain means a company is less flexible. 5 The starting element of the supply chain is the company. 6 The planning department is crucial for the creation of the production plan. 7 Supplies and materials are always stored in the warehouse before being used. 8 Finished products are immediately sent to the customers.
19
F
Activities
The supply chain
| Module 1
Module 1 |
BUSINESS in THEORY
The distribution chain
warm up 1 Think of five
products or services that you buy regularly. Do they come to you directly from the manufacturer/ producer or indirectly? What is the difference between direct and indirect distribution?
M ore about...
Activities
Distribution channels are not restricted to physical products alone. They are just as important for moving a service from producer to consumer. Take, for example, hotels that can sell their rooms either directly to the consumer or through middlemen such as travel agents, tour operators, tourist boards and centralised reservation systems.
How the output or final goods and services are moved from manufacturer to consumer is called the distribution chain (or channel). It links the point of production to the customer. A direct distribution channel is when a company sells its goods directly to the consumer, for example through sales agents or the Internet. Indirect distribution is when a company uses various intermediaries (middlemen) such as wholesalers, distributors, agents, brokers and retailers. Wholesalers buy goods in bulk at a lower (cost) price from producers, store them in warehouses and sell them in smaller quantities at a slightly higher (wholesale) price to retailers. The retailer in turn takes the items, marks up the price (retail) to cover the costs and adds a profit, then displays them in their shops for the customers. Therefore the final price of the goods depends on the number of links involved and the difference between cost price and final price can be substantial. In the past, the indirect distribution channel was the most common. Due to their lack of storage space which restricted quantities, retailers were much more dependent on wholesalers for holding and distributing goods. Today, traditional wholesalers are disappearing as many retail shops are either part of a multiple chain or buy goods directly from the manufacturer at a lower price. Small retailers, also referred to as ‘corner shops’, are now in steep decline because of supermarkets, department stores and hypermarkets, which sell a wide variety of products at more competitive prices. The increase in e-commerce and factory outlets – where manufacturers directly sell their products to consumers – also means that direct distribution is becoming more widespread.
reading comprehension 2 Read the text and answer these questions. 1 What is the distribution chain? 2 Who are the intermediaries along the distribution chain? 3 What happens to the price of goods along the distribution chain?
A typical corner shop
4 What are the wholesaler’s and retailer’s roles? 5 How have they changed over time? 6 Why has direct distribution become more widespread?
speaking 3 In pairs, choose one of the statements below to support: It is important for a manufacturer to concentrate on its core business of manufacturing goods and not have to invest in or worry about distribution.
Manufacturers should use direct distribution in order to keep profit margins high and to better understand their customers.
Develop ideas and examples to strengthen your point of view and then have a discussion with another pair of students with opposing views. Use these ideas to help you:
• the size and location of the company; • the type and quantity of products or services;
20
• the type of customer and location.
The World of Business
| Module 1
Greek ‘Potato Revolution’ [March 2012] In Greece, incomes have fallen dramatically and retail prices and unemployment have risen over the past year; nearly one in five Greeks is currently unemployed and the government has recently raised taxes as a means to ease its debt. In response to this, farmers and activists from Northern Greece have grouped together to provide a solution to the depressing economic situation which benefits both producers and customers. Activists in the town of Katerini started a ‘potato revolution’ by setting up a website to link up farmers and townspeople, allowing direct potato orders. By shortening the supply chain and avoiding retailers, the consumers get their potatoes for around a third of the supermarket price, whilst farmers receive higher returns for their produce. Previously farmers in Katerini were receiving 0.12€ per kilo for their potatoes, which was below the cost of production. Now, by selling direct, they are receiving 0.25€/kg. The first Katerini market saw 24 tonnes of potatoes sell out within four days; 534 families pre-ordered and turned out to collect their potatoes. The farmers involved have
said they are delighted with the scheme, as they receive more money that they would in supplying large retailers, are able to interact with the community they supply and receive their payment immediately. One of them said, ‘For us, what satisfies us most with this system is that we have regained our power over the middlemen, who have been squeezing us and profiting unfairly from everyone now for years.’ Following on from the success of the Katerini sales, agricultural students in Thessaloniki launched a similar programme and now other produce is being distributed in the same way, including onions and olives. Locals have to sign up to a website to arrange what they want to buy. The students then contact local farmers to arrange supply of the required amount and then they organise a place and time. This system of direct selling has definitely proven to be a winner with the Greeks, who have seen their incomes fall whilst supermarket prices have remained the same, and the model has spread across the country. Source: www.farming.co.uk
G lossary
reading comprehension 4 BEC Read the article and choose the correct option. 1 Which sentence best describes the economic situation in Greece at the time of this article? A A lot of people without work and low government taxes. B High employment rate and high prices in shops. C Low wages and low employment rate.
2 What could be said to be the main reason behind this revolution? A Supermarkets did not sell enough potatoes. B Customers wanted to save money. C Farmers wanted to increase online sales.
3 By cutting out retailers, farmers are receiving… A more money than before. B less money than before. C the same amount of money as before.
4 According to one farmer, … A middlemen were useful to the supply chain. B middlemen treated farmers fairly. C middlemen had too much power. 5 What do consumers think? A They are enthusiastic about this method of selling. B They are unhappy about the limited selection of products available. C They prefer shopping in supermarkets. 6 What could be an alternative title to this article? A Potato farmers revolt against high prices in supermarkets. B Greeks start buying direct from the farmer. C Greeks cannot afford potatoes due to government increase in taxes.
speaking 5 Do you know any examples of short food chains in your area? What are their advantages? 21
Activities
ease: (qui) attenuare
Module 1 |
BUSINESS in THEORY
E-commerce
warm up 1 Have you ever bought or sold anything online? What websites did you use?
Electronic commerce or e-commerce is business conducted electronically, i.e. over the Internet. The various channels of e-commerce include internet shopping, online transactions, the selling and downloading of software, documents, graphics, music and so on. Internet makes doing business faster and more accurate. Customers have controlled access to vendors and can better serve themselves. E-commerce started in the early 1990s when the Internet became available for commercial use. Today, electronic trade is booming. An ever increasing number of products from books to car parts to cars themselves are being marketed and sold online. Electronic commerce has opened new markets for vendors, large and small, including those from developing countries. Websites such as Amazon, eBay, or iTunes are e-commerce giants with customers all over the world. With the advent of e-commerce, customers can check out the options anywhere in the world and shop for the best price using comparison sites or bots , and buy from anyone at any time of the day or night.
ADVANTAGES
Activities
A bot is a computer program that automatically searches the Internet for particular products, compares their prices, and often gives customers’ opinions of their quality.
• Electronic purchase orders and sales orders are more economical to place, track and manage. • Buying and selling can go on 24 hours a day, 7 days a week, 365 days a year from any location. • It takes far less time to complete the entire buy/ sell process, which means that payment is faster. • Businesses can find supplies anywhere in the world, in any time or currency zone. • Low cost entry, as there is no need for setting up a retail outlet or printing a glossy catalogue. • It generates instant notification to identify, avoid or quickly resolve potential problems.
DISADVANTAGES • Shipping takes time and may cost more. • There are many competitors on the Internet, which can make choosing a product confusing and more time-consuming. • Risk of identity and credit card fraud (if the website is not secure). • Risk of viruses, malware or hacking into your computer.
reading comprehension 2 Read the text and answer these questions.
1 How long has e-commerce existed? 2 How is it changing trade? 3 What are the main advantages of e-commerce for a business? And for a customer? 4 What risks should a customer be aware of before buying something online?
22
The World of Business
| Module 1
Activities
vocabulary 3 Fill in the gaps using the words from the box. networks • visit • trade • browse • technology • accessible • apply • downloaded
These days, if a customer wishes to buy a book, he/she can (1) ____________ an online bookshop, (2) ____________ through the shop’s collection, choose a title and pay for the book online. The book can be delivered physically or, be (3) ____________ onto the customer’s computer or portable device. These new ways of buying books (4) ____________ to other goods and services too. However, since shopping online is also international, many challenging issues are raised regarding existing trade rules and copyright laws. E-commerce – the production, advertising, sale and distribution of products via telecommunications (5) ____________ – is dependent on (6) ____________ and is transforming the way trade is conducted. And these transformations make (7) ____________ cheaper and more widely (8) ____________.
4 Match these headings to the paragraphs below. Can you think of any examples of websites for each category?
1
B2C (Business-to-Consumer)
3
C2C (Consumer-to-Consumer)
2
B2B (Business-to-Business)
4
C2B (Consumer-to-Business)
There are four main categories of e-commerce: other. For example, a supplier selling This category is made up of companies doing business with each r. parts to a car manufacturer or a wholesaler selling goods to a retaile about e-commerce. It is where a business This is the category most people have in mind when they think lly use online catalogues and shopping sells goods and services to the general public. The websites typica cart software. ry which sees transactions between Over the last few years, there has been rapid growth in this catego auctions and forums so individuals can individuals. There are many sites which offer free classified ads, meant that it is easy and safe for people buy and sell online. Online payment systems, like PayPal, have to send and receive money online. can then decide to pay for them. Consumers offer projects, products or services to a company, which companies together for this kind of Elance is an example of a website which brings consumers and to an online business and receives a transaction. Blogs and forums, where the author has a link back commission for any business, are another example.
speaking 5 If you have bought something online, describe your experience. Why did you choose to shop online?
Why do some people prefer e-commerce to regular commerce?
23
Module 1 |
BUSINESS in THEORY
warm up 1 Do you recognise the Fairtrade mark? Are Fairtrade products available in your area? Do you or your family buy them?
The United Nation’s Environment Programme defines green economy ‘as one that results in improved human well-being and social equity, while significantly reducing environmental risks and ecological scarcities’. This means that a reduction in carbon emissions and pollution, efficient use of energy and resources and the prevention of loss of biodiversity must accompany economic growth.
Fair trade Not all trade is fair. The people at the beginning of the food production chain – the farm workers in developing countries – do not usually get a fair share of the profits or other benefits of trade. The international fair trade movement is seeking to balance out this inequality by ensuring that workers and producers in developing countries get a fair deal. Fair trade’s objective is to negotiate a decent price for goods that will cover the cost of production and guarantee a living income, as well as establishing M ore about... long term contracts which offer security. The Another important aspect of fair trade is FAIRTRADE to provide the necessary support and Certification education so that producers and workers Mark is a have the skills to develop their business and registered trademark protect their environment for the future. which is used The fair trade movement also campaigns on consumer to change the regulations of conventional retail products that meet the international business and works towards Fairtrade Standards. There are general and product building consumer awareness of the issues specific standards which concerning trade in developing countries. producers and traders have Over the last few years, consumers have to meet. become more aware of the treatment of • €5 billion were spent on small-scale farmers and producers in poor Fairtrade products in 2011. countries and the demand for fair trade • There are 827 Fairtrade certified producer products has increased. Thanks to this organisations in 58 consumer demand, the number of retailers countries, with 1.2 million which sell fair trade goods, and the selection farmers and workers. of products available, continue to grow, • An estimated 6 million people directly benefit benefiting more and more communities.
G lossary fair: giusto, equo awareness: consapevolezza
Activities
Green economy
from Fairtrade.
reading comprehension 2 Read the text and complete these sentences.
www.fairtrade.net
1 The fair trade movement wants to get a fair deal for… 2 If producers receive a fair price for their goods, it means… 3 Support and education are important for producers and workers because… 4 Fair trade campaigns are aimed at… 5 The fair trade movement wants consumers to be more aware of… 6 Due to the increase in consumer demand, now there are…
internet research 3 Go to www.fairtrade.net, choose a product and find out this information for that product:
• the problems the producers are facing; • how fair trade is helping the producers/workers;
Then prepare a short oral presentation to give to the class.
24
• the country/countries involved.
The World of Business
A new kind of trade system is emerging in the business world. Sustainable trade is a type of trade that harms neither the social nor the ecological environment. It ensures that trade contributes positively to economic, social and environmental development. It can be applied to agricultural products as well as manufactured goods like handicrafts and textiles. In developed countries, the markets for certified products have grown significantly in recent years. As a result, a growing number of socially-driven companies have become a medium to support sustainable agriculture and eco-friendly production activities in underdeveloped parts of the world. Natural products are purchased directly from rural cooperatives growing organic coffee, cocoa, tea, fruit and spices. Buyers from these socially-aware companies are able to increase the incomes of small producers and enhance local productivity and competitiveness by offering steady markets, price protection, financial and technical assistance. Similarly, it is possible to purchase products which have been manufactured according to processes that cause minimal negative environmental impact, with respect for natural resources, workers and communities.
G lossary handicrafts: lavori artigianali gathering: raccolta
M ore about... BioTrade, closely tied to sustainable trade, is the collection, production, transformation and selling of goods (e.g. medicinal plants, tropical fruit, coffee, tea etc.) from native lands to other countries worldwide.
reading comprehension 4 Read the text and match the two halves of the sentences. 1 Sustainable trade is a type of trade that 2 It includes 3 The market for certified products 4 The organic agricultural produce market means that
listening 5 1.03
a b c d
has increased in developed countries. natural and manufactured products. farmers can compete on an international level. does not damage the social or the ecological environment.
BEC Listen to this short description of an initiative called ‘Aid For Trade’. Complete the notes
below.
AID FOR TRADE Aim: Start date: Facts: Projects:
to improve trade and economic growth in developing countries which have no basic (1) ____________ and cannot compete in regional and (2) ____________. (3) ____________. US$137 billion, most of which is destined for (4) ____________ infrastructure projects. improvement to road networks; simplification of business rules; (5) ____________ for farmers and women. Recent report: (6) ____________, ____________ and finance sectors increased. The (7) ____________ (e.g. commodity prices) affects Aid for Trade and its growth rate.
For more information, visit www.oecd.org and www.wto.org exam practice _ written exam 6 A What have you learnt about commerce and trade? Write a short essay (150-200 words) about it following these guidelines.
• What • What • What • What
is is is is
commerce and what are its branches? the difference between domestic trade and international trade? the green economy and how is it changing trade? the difference between the supply chain and the distribution chain? How do they work?
25
Activities
Sustainable trade
| Module 1
Module
1 BUSINESS in PRACTICE
business communication
warm up 1 Decide if these sentences are correct or not.
1
2
3
Business communication only includes letters, faxes and emails. All companies today use the services of a public relations company. Virtual communication has increased over recent years.
Methods of communication Business communication is similar to standard communication and also includes the promotion of products, services or organisations. It is also used to transmit information within the business and manage legal issues. Moreover, it is the means of communicating along the supply chain. Business communication can be broken down into two areas:
EXTERNAL (outside the company) Examples include branding, marketing, advertising, customer, media and government relations and business to business negotiations. INTERNAL (within the company) This includes propagating the corporate vision, strategies, and plans. Internal communication is also important to motivate employees, which improves productivity. The communication director is responsible for internal communications. Business communication, like all communication, is conducted in a variety of ways.
G lossary corporate vision: visione aziendale
M ore about...
Activities
The need to convey the right message to the public has evolved into its own industry, and now many companies turn to outside public relations firms to handle communications with the public.
• Telephones and emails are the most common since they are the fastest way to communicate. • Business letters sent by post, although slower, are still used, in particular when sending original documents and contracts which require a signature. • Business letters and other correspondence can also be sent quickly by fax or electronic fax. • Presentations are held on a regular basis in every sector of business. Presentation programs have facilitated the audio-visual aspect of this important way of communicating new strategies and introducing new products. • Web-based or video conferencing is a very popular means of holding meetings. It is an efficient way for companies with operations and personnel all over the globe, like multinational corporations, to convene with huge savings in costs and time. • Face-to-face communication, although often replaced by virtual communication, is still an important aspect of business whether for internal meetings, appointments with clients, conferences or trade shows.
reading comprehension 2 Read the text and answer these questions. 1 What is business communication and what is its purpose? 2 Why is external communication important?
3 Who is responsible for internal communication in a business? 4 Why are presentations held? 5 What are the advantages of web-based or video conferencing?
speaking 3 In small groups, discuss which methods of communication would be most suitable in these situations.
• booking a hotel room • confirming an order
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• asking for a price list • launching a new product
• applying for a job • an international sales meeting