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Reading and Language Market Leader Advanced – Unit 10: Online Business – HocHay

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Market Leader Advanced – Unit 10: Online Business – Business Skills

 

A. Sophie Rawlings is Head of Information Management in a UK government department. Listen to her giving a talk about creating web pages for small businesses. How does she deal with each of the questions?

Đáp án:

Strategies used:

Question 1: She says she’s already talked about it. Well, it’s really what I was talking about at the start of my presentation. She also says the next speaker will address the issue. I don’t want to go into too much detail at this stage, as Peter Adams will be dealing with … in the next session.

Question 2: She asks the questioner to repeat the question: I’m really sony. could you just repeat that question because I don’t think everyone heard. Again, she says the next speaker will address the issue: Well, as I’ve already said, Peter will be dealing with those kinds of issues later… She also checks that the questioner is happy with her response: I hope that answers your question.

Question 3: She replies positively to the question at the start: That’s a really interesting question.

Question 4: She rephrases the question at the start: So, your question is what kind of language should we avoid? She also tries to deal with the question in a humorous way: Well, apart from the obvious, you know, offensive language, … Also, when she has finished answering, she refers the audience to the handout: You’ll find some guidelines on copywriting in the handout. Sophie finally indicates it’s time to stop: Is that all? OK, great, well, let’s break for 15 minutes, then …

 

B. Complete the gaps with expressions the speakers use to introduce their questions. Listen again and check your answers. When do you use these kinds of question? 

• …………. (1) were the main differences between government websites and those in the private business sector? 

• …………. (2) how a company can improve its online sales through web-page design. 

• …………. (3) about copywriting …………. (4) what kind of language you think works well on websites? 

• …………. (5) there was any kind of language that you would avoid using? 

 

Đáp án:

1. I was just wondering what you thought 

2. I’d like to know 

3. I’d be interested to know more 

4. I mean to say, could you tell us 

5. Yes, but I was wondering whether

Reading and Language Market Leader Advanced – Unit 10: Online Business – HocHay

 

A. Read the article about social media and business on the opposite page and answer these questions.

1. How many different titles can you find for the new social media job?

2. In how many different ways is Dell interacting with customers online?

3. What impact has customer feedback had on Dell’s business?

4. What are some of the financial benefits of engaging with social networks?

5. What are some of the PR benefits for companies?

 

Đáp án:

1. There are six different job titles mentioned: Director of Social Media, Vice-President of Experiential Marketing, Digital Communications Manager, Director of New Media, Vice-President of Communities and Conversation, Director of Digital Care

2. In three different ways: a) the core team works on ‘blog resolution’; b) others manage the company’s Twitter accounts and Facebook pages; c) another group manages ldeaStorm, Dell’s forum for customer feedback.

3. Dell has used customer feedback to help it develop new products, by incorporating consumer ideas into the design.

4. There are two mentioned in the article: a) by broadcasting discount alerts on Twitter, it may be possible to generate more sales; b) by solving a customer’s problem by writing on a blog, it is more cost-effective than dealing with a customer by phone because other people can read the information online and find answers to their queries.

5. It’s a fast and efficient way to get your message out to consumers, especially if there is a problem or crisis.

 

B. Find words or phrases in the article that are similar to or mean the following.

1. when you become involved with someone or something in order to understand them (paragraph 1)

2. major change in the way people think about something or in the way something is done (paragraph 2)

3. It doesn’t happen anymore. (paragraph 2)

4. appeared, often unexpectedly (paragraph 2)

5. be or become familiar with the way someone thinks or behaves so that you can react to them in a suitable way (paragraph 3)

6. searching through a lot of documents, lists, etc. in order to find out information (paragraph 4)

7. to do something to show you are sorry for hurting or upsetting someone, especially something that makes it better for them (paragraph 4)

8. sending out a message or programme, especially by radio, TV or the Internet (paragraph 6)

9. achieved (paragraph 7)

10. extinguish fires by pouring water on them (figurative) (paragraph 8)

11. improve a difficult or dangerous situation, for example by making people less angry or by dealing with the cause(s) of a problem (paragraph 8)

12. a potentially bad or unpleasant situation (paragraph 8)

 

Đáp án:

1. engagement

2. (broad) shift

3. It’s no longer 

4. showed up

5. be attuned to

6. trawling

7. make amends

8. broadcasting

9. realised

10. put out […] fires (figurative) 

11. defuse

12. a brewing crisis

 

C. Metaphors are often used in business and business journalism. What types of metaphors are used to refer to crises in the headline and paragraph 8 of the article?

 

Đáp án:

The principal metaphors used here are fire, war and natural phenomena: corporate firefighters, to put out… fires, erupt, defuse, a ‘brewing’ crisis

 

D. These are three techniques that are often used in order to emphasise a point. Match the techniques (1-3) and the examples (a-c). 

1. anaphora: the deliberate repetition of a word or phrase at the start of successive clauses, phrases or sentences a) The Internet has made life easier, harder and more complex all at once.
2. hyperbole: a conscious exaggeration of a statement which is not meant to be taken literally b) This is it. This is exactly what I want from a summer movie. This is fun, fun, fun. 
3. paradox: a statement that seems contradictory on the surface but often expresses a deeper truth  c) This new e-reader will save the publishing industry from certain death.

 

Đáp án:

1. b

2. c

3. a

 

E. Find examples of each technique from Exercise D in the article.

 

Đáp án:

1. Anaphora

They may not be press and they may not be customers … (lines 25-27)

It’s always worth talking directly with your customers. It’s always worth listening to them … (lines 63-66)

‘If you solve someone’s problem on the phone, nobody knows,’ says Mr Semovitz. ‘If you solve that sam problem in writing on a blog…’ (lines 86-90)

2. Hyperbole

Everybody’s job ls now social media. (lines 37-38)

multimillion-dollar savings (line 95)

3. Paradox

It’s the wisdom of crowds. (line 67)

 

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