Chapter 8 Making-decisions
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8 Making decisions
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The best and worst business decision ever made
a Coca-Cola
b Swatch
c Dell Computers
d RCA (Elvis)
e Barbie
f Superman
g Apple computer
h gold
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a the price paid for Coke’s bottling rights; the daily output of Coca-Cola in bottles
b Swiss watchmaking companies’ world market share in the early 80s; their market share when Swatch was created
c the year when Dell decided to sell through high street stores; the number of Dell employees now
d the year Sam Phillips sold Elvis Presley’s contract to RCA; the price RCA paid for Elvis Presley’s contract
e the year Barbie’s boyfriend Ken was launched; the rate at which Barbie is sold
f the year the rights to Superman were sold; the price paid for the Superman rights
g the year the Apple 1 computer was invented; the personal worth barrier first broken by Bill Gates
h the amount of gold Hariezon’s land produced every year for 90 years; the percentage of the gold supply to the Western world that this field provided
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The decision making process – suggested answers
consider the options 3
define your objectives 1
collect information 2
monitor the effects 6
implement your decision 5
choose the best course of action 4
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1 a, j
2 c, f
3 e, k
4 b, h
5 d, i
6 g, l
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The language of meetings
a business b moment c disagree d clear e think f understand g point h saying i on j question k later l break m suggestions n here o mean p today q afraid
The advice is: Stick to your agenda.
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p I think that’s as far as we can go today.
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1 a 2 e 3 b, n 4 h 5 l 6 i 7 o 8 c 9 g 10 d, f 11 k 12 m 13 j 14 p, q
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a 4 b 8 c 6 d 7 e 3 f 2 g 5 h 1
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The decision-making meeting
a current turnover
b profit margins
c bestselling brand
d combined earnings
e key factor
f brand awareness
g commercial success
h front-page news
i film series
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the 007 brand name, the actors playing Bond, the Bond character
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Language links
Vocabulary: Money and markets
1
Verbs: a hike b raise c freeze d cut e slash
Adjectives: f soaring g rising h stable i falling j plunging
2
record
huge
modest
reasonable
crippling
heavy
slight
moderate
3
break into (the) market
be forced out of (the) market
competitive market
declining market
dominate (the) market
enter (the) market
flood (the) market
growing market
niche market
mass market
market challenger
market forces
market leadership
market research
market saturation
market share
market supply
4
a saturation, flood
b niche, dominate
c challenger, leadership
d competitive, been forced out of
Grammar: Conditionals (future reference)
1
Extract 1
A d B a A e B h A f B c A b B g
Extract 2
A g B c A f B e A b B a A h B d
2
if-clause: Present Simple, Past Simple, can + infinitive, going to + infinitive, Present Continuous
main clause: will + infinitive, could + infinitive, might + infinitive, Present Simple, may + infinitive, would + infinitive, going to + infinitive, can + infinitive, Present Continuous