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Englisch für Wortschatz Für Einsteiger

den Alltag Talking about Problems during
Taking a minicab marketing conference calls

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 Business Spotlight PLUS     Inhalt

Motivate! problems during conference calls

One of the most (pp. 6–7) and at the difference between
important factors “used to” and “be used to” (pp. 12–13) .
IAN MCMASTER
Editor-in-chief behind the success On pages 18–19, we focus on the vocab-
i.mcmaster@ of an organization ulary of marketing, the subject of our
spotlight-verlag.de
is the level of latest Skill Up! booklet, and provide
motivation of its employees. Yet, large exercises for listening comprehension
numbers of employees report that they (p. 15) and reading comprehension
are not highly motivated at work. In this (pp. 16–17). And, as always, there’s a
issue of Business Spotlight Plus, we focus short test on all these topics (pp. 20–21).
on the language you need for motivating
the members of your team (pp. 8–11).
We also look at how to deal with technical Ian McMaster

E > EASY A2 M > MEDIUM B1–B2 A > ADVANCED C1–C2

Englisch für den Alltag  E A IMPRESSUM

HERAUSGEBER: Jan Henrik Groß
4 
Taking a minicab CHEFREDAKTEUR:
Dr. Ian McMaster (V.i.S.d.P.)
Für Einsteiger  E ART DIRECTOR: Michael Scheufler
GESCHÄFTSFÜHRENDE
6 Technical problems during REDAK­TEURIN (CvD): Maja Sirola
REDAKTION: Dr. Karl Brehmer (frei),
conference calls Margaret Davis, Hildegard Rudolph
(frei), Michele Tilgner (frei)
Kommunikation  E A AUTOREN: Deborah Capras,
Anna Hochsieder, Mike Hogan,
8 Leadership and motivation Ken Taylor
BILDREDAKTION: Sarah Gough
Grammatik  E (Leitung), Judith Rothenbusch
GESTALTUNG: Georg Lechner (frei)
12 “Used to”, “be used to” and “would” ANZEIGENVERMARKTUNG
(Chief Sales Officer):
Land & Leute  A Áki Hardarson (DIE ZEIT, V.i.S.d.P.)
LITHO: Mohn Media Mohndruck
14 Hong Kong
Titelillustration: dane_mark/iStock.com; Foto: Gert Krautbauer

GmbH, 33311 Gütersloh

DRUCK: Medienschiff Bruno,
Hörverständnis  A Hamburg, www.msbruno.de

15 Island cowboys VERLAG und REDAKTION:

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Lesen & Verstehen  Tel. +49 (0)89 8 56 81-0;
Fax +49 (0)89 8 56 81-105
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The beta male is the gentle giant, www.business-spotlight.de

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Test  E A © 2019 Spotlight Verlag, auch für alle

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5/2019 3 
Englisch für den Alltag Business Spotlight PLUS    
Taking a minicab

In English on the Move (p. 60), we present the language you will need when
booking a minicab. You can practise what you have learned here. AUDIO

Booking a
minicab: either
online or
on the phone

1. Discussing getting to the airport

Complete the dialogue by underlining the correct options.

Chris: What time do you think we’ll be (A) doing / done this evening, Rita?
Rita: Five at the latest. Have you checked (B) in / up online for your flight?
Chris: I have. Do you have a (C) reliant / reliable minicab company I could
use to get to the airport?
Rita: There is one we use. Or you could just (D) hail / call a cab on the street
outside.
Chris: I think I’d prefer to book in (E) front / advance.
Rita: Fine. I’ll call them. I’ll tell them to (F) pick / catch you up at 5.20 p.m.
Chris: Great. Do they offer a (G) fast / fixed rate to the airport?
Rita: Yes. It’s about £50. It’s (H) based / fixed on mileage.

2. In the cab E

Complete the sentences below with six of the words from the box.

ASAP | ETA | congestion | crowds | heavy | receipt | rush | thins

Foto: Alex Segre / Alamy Stock Photo

A. The traffic is very at this time of day.

B. In the city centre, hour starts at around four o’clock.
C. Is the always this bad?
D. What’s our ?
E. The traffic usually out on the motorway.
F. Can I get a written , please?

4  5/2019
 Business Spotlight PLUS     Englisch für den Alltag
Taking a minicab

3. Rules for minicab operators A

Remember!
A minicab
Read the text. Then complete the exercise below.
company takes
The operator must provide a passenger booking
pre-bookings
only . A taxi (also
confirmation before the journey starts. The op-
known in London erator is expected to request passenger contact
as a “black cab”) information and provide a booking confirmation
can be hailed on for all bookings.
the street. Booking confirmation: All operators must be able
Minicabs, which to provide passengers with a booking confirmation
are also known as via email, text message and phone. The booking
“private-hire confirmation must contain, as a minimum:
vehicles”, can be
• t he vehicle registration number
any kind of
vehicle. Taxis
• t he first name of the driver
have a meter and • t he driver’s private hire licence number, as
charge according shown on the ID the driver is wearing
to the mileage, A photo of the driver should also be sent to the
whereas passenger if they have a phone or computer that
minicabs operate can receive it. When a customer books in person at
on an agreed the minicab office or by landline phone, they can
fixed price. ask for a photo of the driver to be sent to their
home computer or to a mobile phone.
Voice contact requirement: Private-hire vehicle
operators are required to make someone available
for passengers to speak to during their hours of
business and at all times during a journey in case
passengers want to make a complaint or discuss
other matters relating to their booking.
Fare and journey: Operators must provide cus-
tomers with an accurate fare estimate before
the journey starts (unless the fare has been pre-
agreed). Operators must record the main destina-
tion of the customer’s journey before the journey
starts. If a journey has multiple drop-off points, a
main destination must still be provided.
Legal requirements: Private-hire operators must
notify the relevant authority of those changes to
their operating models that may affect their com-
pliance with the statutory and regulatory frame-
work for operators or of any conditions of their
licence.
Drivers and some staff need to be checked for
serious criminal convictions. Operators are rec-
ommended to ensure that all staff who have face-
to-face contact with the public (for example, in a
minicab office with public access) have — or have
proof they have applied for — a basic disclosure
concerning criminal convictions.
It is ultimately the operator’s responsibility to
ensure that staff members are fit and proper to
undertake their duties. Failure to do so may raise
questions about an operator’s fitness to hold a li-
cence.

Decide whether the following statements about the rules for minicab
operators are true or false.
True False
A. Passengers need to request a booking confirmation.  
B. The operator should be able to provide booking
confirmations by email, by text and by phone.  
C. The booking confirmation should include the
full name of the driver.  
D. A photo of the driver should be provided where possible.  
E. Operators must have someone available for voice
contact at all times.  
F. The customer should know how much the journey
will cost.  
G. Operators must inform the authorities of all changes
to their operating model.  
H. No former criminals are permitted to work for
minicab companies.  

5/2019 5 
Für Einsteiger Business Spotlight PLUS    
Technical problems during conference calls

In Easy English (pp. 48–49), Mike Hogan provides advice and tips for dealing
with technical problems during conference calls. Here, you can practise some of
the language you need for this. AUDIO

1. Problems and solutions E

Match these problems to the correct solutions.

A. I don’t have the call details.
B. You’re breaking up.
C. I can’t follow you. You’re talking
over each other.
D. Your picture is blurry and the
sound isn’t good.
1. Let’s go one at a time. John, you
first.
2. I’ve moved to get a better signal.
How is it now?
3. I’ve just turned off my camera. Is
the sound better now?
4. The number is 0800 3667000 and
the access code is 3389388#.

A– ; B– ; C– ; D–

2. During the call E

Circle the best words to complete the dialogue.

Susan: Thanks, everyone, for taking part in today’s meeting. I hope we can
get through all of the agenda in the next 45 minutes.

Elle: Sorry, I didn’t (A) catch / see / know that. Could you say it again,
please?

Susan: Sure. I’d like to get through everything in 45 minutes. Josh, can you
go first, and talk us through the timeline?

Josh: Can you all see the pointer on the screen?

Lisa: Sorry, I can’t (B) see / hear / share it. Could you share your
(C) file / screen / mic with me?

Josh: Sure. Can you see now what I’m pointing at?

Elle: Yes, I can, but you’re (D) breaking up / too loud / too quiet.

Josh: Sorry, I’ll speak up.

Susan: Not sure if you can all hear me. I’ve lost the sound and picture. I’m
going to (E) dial in / access / go back again.

6  5/2019
 Business Spotlight PLUS     Für Einsteiger
Technical problems during conference calls

Problems with
dialling in: can 3. What have we been doing? E
you solve them?
Add the correct verbs from the box to complete the sentences.

A. I think we’ve been .................................. the discussion well despite the techni-
cal difficulties.
discussing
having B. We’ve been .................................. the best way to solve our technical problems.
managing
C. We’ve all been .................................. too long now for the last of you to join us.
thinking
Can you all please join the call on time in future?
waiting
D. We’ve been .................................. about how to improve our conference calls.

E. The team’s been .................................. some problems with the new software.

4. Top tips for conference calls

Rearrange the words to create some good tips for conference calls. The first and
last words are in the correct position. Then add two more tips of your own.

A. Allow / joining / the / problems / for / when / time / call.

B. Know / for / the / codes / access / the / call.
C. Take / talking / during / the / turns / call.
D. If / it / problem, / mention / a / there / is / immediately.
E. Share / the / documents / advance / of / important / in /call.
F. Follow / the / by / call / up / email.

A. ____________________________ D. ____________________________
____________________________ ____________________________

B. ____________________________ E. ____________________________
TIPS

C. ____________________________ F. ____________________________
Foto: zozzzzo/iStock.com

____________________________ ____________________________

5/2019 7 
Kommunikation Business Spotlight PLUS    
Leadership and motivation

In “Motivate me!” (pp. 36–43), Bob Dignen looks at how to motivate people
through conversations. Here, you can practise some of the language involved. AUDIO

1. Key vocabulary M

Circle the correct option in each case.

A. We can increase productions / productivity by introducing new work

practices.
B. There has been some resistance / resisting to the new management
structure.
C. It’s a common misconception / misinterpretation that older workers
can’t use new technology.
D. We give reference / preference to those who have worked here for a long
time.
E. You need great patients / patience when doing detailed work.
F. The staff asked for further clarification / clearance of the changes.
G. Jack was able to solve / save the problem between Mike and Clara.
H. We need to adapt our goals to the new market realizations / realities.

2. A question of motivation M

Choose the correct verbs to complete the sentences below. Remember!

Organizations
that have a
embrace | engage | execute | generate | outperform | prioritize | reflect highly motivat-
ed workforce
often perform
A. You have to.......................................... your work because you can’t do everything. better than their
competitors.
B. We need to .......................................... the interest of customers in the new What steps is
your organiza-
products.
tion taking to
C. Let’s go ahead and .......................................... the plan. increase staff
motivation?
D. The sales figures .......................................... a change in consumer habits.

E. Girls often .......................................... boys in tests at school.

F. We should .......................................... any opportunity to improve our

performance.

G. It’s not always easy to.......................................... new ideas quickly.

8  5/2019
 Business Spotlight PLUS     Kommunikation
Leadership and motivation

All for one and

one for all?

3. Synonyms M

Below are eight statements you might hear in a motivational conversation.

Choose the word that has a similar meaning to each word in bold.

A. I would like to help you with your workload.

1. assist 2. encourage
 . Brainstorming is all about generating as many ideas as possible.
B
1. creating 2. listing
 . We need to clarify the reasons for the change.
C
1. decide 2. define
 . My perception of the situation is different to yours.
D
1. description 2. impression
 . There are alternative ways of dealing with the problem.
E
1. different 2. alternating
Illustration: ojogabonitoo/iStock.com

 . You have the skills needed to do the job.

F
1. know-how 2. intelligence
 . John has the insight needed to become a good mentor.
G
1. realization 2. understanding
 . You have the potential to be a senior manager.
H
1. capability 2. power

5/2019 9 
Kommunikation Business Spotlight PLUS    
Leadership and motivation

4. Motivation at work A

Rearrange the words to create sentences about motivation at work. The first
and last words are in the correct place.

A. John / through / to / support / his / needed / get / workload.

..................................................................................................................................................................................

B. I / my / it / reorganized / more / to / work / make / motivating.

..................................................................................................................................................................................

C. Having / leads / clear / usually / roles / greater / to / efficiency.

..................................................................................................................................................................................

D. Many / area / worry / about / a / of / people / new / having / responsibility.

..................................................................................................................................................................................

E. Working / zone / stress / our / comfort / lowers / within / levels.

..................................................................................................................................................................................

F. Senior / always / work-life / does / poor / leadership / a / not / imply / balance.

..................................................................................................................................................................................

G. Mentors / the / provide / into / realities / insights / of / useful / leadership.

..................................................................................................................................................................................

5. True or false? E

Decide whether the following statements about motivation at work are

true or false.

True False
A. Complaining about having too much to do simply
means you are inefficient.
B. Coaching can help overcome a fear of failure.
C. People seldom tell you exactly what they think.
D. Promotion leads to a worse work-life balance.
E. Senior managers are always playing political games
with each other.

10  5/2019
 Business Spotlight PLUS     Kommunikation
Leadership and motivation

6. Motivational conversations A

Complete the following paragraphs, based on Bob Dignen’s article. Use

the words from the boxes.

TEXT 1

Staff often (A) .............................................. a desire for more (B) .........................................

communicate
discover tasks. They would (C) .............................................. be willing to do more work if it
engaging
even were the right (D) .............................................. of work. Effective leaders
reorganize
type (E).............................................. which types of work a person enjoys and then

(F).............................................. their job to make it more motivating.

TEXT 2

Sometimes, staff cannot take on new work without (G) ...............................................

accessing
ignore For example, there may be (H) .............................................. problems in
legal
permission (I) .............................................. data. You can’t simply (J)..............................................your
procedures
regulations organization’s rules and (K) ............................................... There may be agreed

(L) .............................................. that staff need to follow.

TEXT 3

Feedback is (M) .............................................. as a way of challenging negative

assumptions
(N) .............................................. about others. People often (O) ..............................................
biased
confuse
their emotional responses and (P) .............................................. interpretations with
critical
realize
descriptions of actual behaviour. They struggle to (Q) ..............................................

that their own feelings are generated by themselves and not by others.
Illustration: ojogabonitoo/iStock.com

Very positive:
challenge the
negativity

5/2019 11 
Grammatik Business Spotlight PLUS    
“Used to”, “be used to” and “would”

In the Grammar section (p. 54), we look at three ways of talking about habits.
Practise using them correctly by doing the exercises on this double page. AUDIO

1. Negatives and questions E

Change each sentence below into a negative statement and a question,

as shown in the example.

A. She used to drive a Rolls-Royce.

She didn’t use to drive a Rolls-Royce.
.....................................................................................................................................................
Did she use to drive a Rolls-Royce?
.....................................................................................................................................................

B. It used to be illegal to shop on Sunday.

.....................................................................................................................................................
.....................................................................................................................................................

C. There used to be a telephone box in the high street.

.....................................................................................................................................................
.....................................................................................................................................................

D. He’s used to working long hours.

.....................................................................................................................................................

Foto: baona /iStock.com

.....................................................................................................................................................

2. The right ending E

What comes next? Match the sentence parts on the left to those
on the right.

A. Didn’t you use to… 1. work part-time, but now I can no longer afford
B. Aren’t you used to… to.
C. He used to… 2. working full-time, and fortunately, I love my job.
D. He’s used to… 3. have long hair? I almost didn’t recognize you.
E. I used to… 4. having a chauffeur, so he never learned to drive.
F. I’m used to… 5. living out of a suitcase? You’ve been a sales rep
for so long.
6. have a chauffeur until his company went
bankrupt. Suitcase always
ready: he’s used
to travelling
A– ; B– ; C– ; D– ; E– ; F–

12  5/2019
 Business Spotlight PLUS     Grammatik
“Used to”, “be used to” and “would”

3. Present or past habit?

“Used to do” or “be used to doing”? Complete each sentence below with
Remember! the correct choice of these two options, using the verb in brackets.
You can use
“used to” +
infinitive to talk A. I ...................................... (have) lunch in a pub, but these days, I always bring
about past
habits and a sandwich.
about past
states:
B. Is it true that you ...................................... (work) 48 hours a week?
● She used to What was it like?
play tennis.
● He used to C. I don’t mind starting work at seven. I ...................................... (get up) early.
have a beard. D. I have no problem reading French, but I ...................................... (not/speak) it.
You can use E. Of course, we ...................................... (not/have) computers, so we needed far
“would” +
infinitive to talk
more staff.
about past F. I don’t drive, so I ...................................... (cycle). It keeps me fit.
habits, but not
about past
states. The form
is often used
with time 4. What’s wrong?
expressions
such as “often”,
Find and correct the mistake in five of the six sentences below. One
“when I was
young”, etc.: sentence is correct.
● We would

often go for a
stroll in our
A. We didn’t used to have computers until 1992.
lunch break. B. We were used to feeling less stressed, although we worked longer hours.
“Would” + C. Many young people today are not used to writing by hand.
infinitive is not
normally used in D. I used to work in the sales department last year, but I prefer my new job.
this sense in E. Did you used to work full-time?
negative F. I prefer being my own boss. I’m not used to be told what to do.
statements or in
questions.

5. Habit or state?

Which form is correct: “used to”, “would” or both? Cross out the incorrect
options.

A. Did they use to / Would they have computers when you were young?
B. Our boss used to / would live right next door to the factory.
C. The factory used to / would close for three weeks every summer.
D. When my children were small, I used to / would work only in the mornings.
E. We didn’t use to / wouldn’t own a car, so I used to / would cycle to work
in all weathers.

5/2019 13 
Land & Leute Business Spotlight PLUS    
Hong Kong

In the article “On track for profit” (pp. 14–19), we look at the public transport system
in Hong Kong. Here, you can test your knowledge of this special region.

1. Hong Kong facts

Choose one of the two alternatives to complete these sentences

about Hong Kong.

A. The words “Hong Kong” mean .

1. “dragon island” 2. “fragrant harbour”
B. The Ferry runs between Hong Kong
and Kowloon.
1. Star 2. Moon
C. The name of Hong Kong’s airline is Cathay .
1. Pacific 2. Orient
D. Most people in Hong Kong speak .
1. Cantonese 2. Mandarin
E. The mountain on Hong Kong is called The . Take a tour of
1. Summit 2. Peak the harbour on
Hong Kong's
F. Hong Kong uses for flushing toilets. famous ferry
1. rainwater 2. seawater

2. True or false ? A

Decide whether the following statements about Hong Kong

are true or false.

True False
A. Hong Kong is an independent country.
B. Hong Kong has the most skyscrapers of any city in the world.
C. Four is a lucky number in Hong Kong.
Foto: CHUNYIP WONG/iStock.com

D. More tourists visit Hong Kong than any other city in the world.
E. Hong Kong has more Rolls-Royces per head of population
than any other city in the world.
F. The ancient system of feng shui is used to predict the future.
G. The martial-arts movie stars Bruce Lee and Jackie Chan come
from Hong Kong.

14  5/2019
 Business Spotlight PLUS   Hörverständnis
Island cowboys

These exercises are based on the text “Island cowboys” (Names & News, p. 8)
and on an audio file that you can listen to online. AUDIO

1. Three questions

Listen to the audio file and then choose the right answers to these questions.
Online anhören!
www.business-
spotlight.de/
A. Why is iceberg harvesting profitable?
plus0519 1. There are more icebergs to harvest these days.
2. It’s very easy to capture an iceberg.
3. The water in icebergs is very pure.
B. How is the iceberg harvested?
1. It is towed back to the port, where it is broken up.
2. It is broken up next to the tugboat.
3. The iceberg is winched on board the tug.
C. Why does captain Ed Kean harvest icebergs?
1. It’s easier than fishing for cod.
2. He has a licence for iceberg harvesting.
3. It’s simply a way to make a living.

2. True or false?

Listen again and decide whether the statements below are true or false.

True False
A. Newfoundland has windswept prairies.
B. Iceberg Alley is in western Greenland.
C. The backhoe holds the iceberg next to the tug.

3. Similar, but different A

The paragraph printed below is different from the recording in four places.
Listen to the recording and underline the words, replacing them with the
words the speaker actually uses.

During the month-long spring iceberg season, A. ...........................................................................

cowboys like Captain Ed Kean and his crew use a
% tugboat to look for icebergs. After throwing a B. ...........................................................................
Mehr Hörver­ rope around it, they use a winch to bring the ice-
ständnis- berg next to the boat. Kean then uses a backhoe C. ...........................................................................
Training unter:
with a mechanical claw to break off pieces of ice,
www.business-
spotlight.de/ which is crushed and placed in storage tanks. D. ...........................................................................
audiotesten

5/2019 15 
Lesen & Verstehen Business Spotlight PLUS  
The beta male is the gentle giant, not the roaring giant

Read Adrian Furnham’s article about the weaknesses of alpha males as leaders (p. 77).
Then do the comprehension exercises on the opposite page.

The alpha male is the testosterone-filled, “dick-swinging” king of the jungle. He 1

— and, by definition, it’s always a “he” — is aggressive, competitive and ruthless.
Master of all under him, he owns the big car, the big budget and a big ego.

Life around alpha males is about power and politics. It is about being bossed and 5
bullied. He causes stress and distress. When the alpha male appears, all bend in
submission.

The alpha male uses size and power to discourage others from challenging his
status. He is always ready for a fight, and needs testosterone to react to sudden 10
and unexpected threats. His need for power often overrides his decision-making
ability. He does not know when to admit defeat; “reconcile” and “compromise”
are not in the alpha male’s vocabulary.

Alpha males are experts in the Machiavellian methods of persuasion, using charm 15

Foto: GlobalP/iStock.com
and promises to manipulate. Their energy, determination and almost pathological
ambition ensure that they get their way. But they can also be revengeful and re-
sentful. The democratic world of an organized work environment is nothing for
them! Alpha males thrive best in an unregulated business world, where others
are easily dominated. 20

There are various types of alpha-male leaders. Some are natural leaders who ap-
pear confident, decisive and strong. But good leaders know they must earn re-
spect and keep it. The alpha male sees criticism as a threat. The result can be poor
decision-making and a less confident organization. 25

Then there are the alpha males who are visionary leaders. They inspire people
through their massively confident — if simplistic — visions of the future. They
are great spin doctors.
30
Other alpha leaders are strong on strategy. But this is not the deeply analytic work
of a good strategic thinker. This is the “I know best” strategy. Finally, there are the
driven leaders with seemingly unlimited energy. These set an incredible pace,
exhausting their followers.
35
But there is a better version of the alpha male — the “beta leader”, with a bigger
brain but smaller balls. One with less of a killer instinct and more killer questions
— with less hubris and more humility.

Beta leaders can do both the head and the heart stuff. They use social and cognitive 40
intelligence not only to charm and persuade, but also to lead. The beta male is the
gentle giant, not the roaring giant.

16  5/2019
 Business Spotlight PLUS   Lesen & Verstehen
The beta male is the gentle giant, not the roaring giant

1. Test your vocabulary M

Choose from the two alternatives the correct definition of words used in the
article. The six words are marked in bold in the text.

A. ruthless means: D. thrive means:

1. having great self-confidence 1. grow and prosper
2. not thinking about any pain 2. fight and win
caused to others
E. driven means:
B. submission means: 1. very charismatic
1. being completely covered 2. very hard-working and
2. accepting the authority of ambitious
another person
F. hubris means:
C. reconcile means: 1. an unreasonable feeling of pride
1. settle differences and self-confidence
2. think again about a decision 2. an ability to charm other people

2. True or false? M
Alpha male:
the king of the According to Adrian Furnham, are the following statements true or false?
office?

True False
A. Alpha males can compromise when necessary.
B. Alpha males are always charming.
C. Alpha males hate being criticized.
D. Alpha males are highly energetic.
E. Beta leaders also have the killer instinct.

3. Summary M

Choose the best summary of Adrian Furnham’s article.

A. Alpha males are ruthless and manipulative.

B. Beta males are not seen as natural leaders, unlike alpha males.
C. Alpha males are confident and strong but hate criticism.
D. Alpha males have weaknesses as leaders that beta males do not have.

5/2019 17 
Wortschatz Business Spotlight PLUS    
Marketing trends

The current issue of Skill Up! focuses on

marketing. Here, you can practise vocab-
ulary you’ll need to talk about marketing
trends and strategy.

AUDIO

To succeed in
1. Useful expressions marketing, your
product has to
stand out
Match the English expressions (A–G) to their German equivalents
(1–7).

A. chain 1. Referenz
B. distribution channel 2. Spitzenreiter(in)
C. loss-leader 3. Vertriebskanal
D. market leader 4. Lockvogelangebot
E. signature product 5. Handelskette
F. testimonial 6. Haushaltsgeräte
G. white goods 7. Vorzeigeprodukt

A– ; B– ; C– ; D– ; E– ; F– ; G–

2. Know your idioms A

Choose the correct options to complete these idioms.

A. If someone touches/trips base, they contact you.

B. If you are backed/blown away by the results of a survey, you are really
impressed by them.
C. If your products and services stand out from the crowd/crown, they are
so different from everything else that people notice them.
Illustration: CleverPencil/iStock.com

D. When products fall/fly off the shelves, they sell really easily and in large
numbers.
E. When you get/give your message across, you manage to communicate
what you want to say in a clear and convincing manner.
F. When a marketing campaign creates a buzz/fizz, it creates a lot of
positive feeling and activity.

18  5/2019
Business Spotlight PLUS     Wortschatz
Marketing trends

3. Know your expressions A

Complete these marketing expressions with the correct options

from the list below.

advocate | awareness | equity | extension | loyalty | positioning

A. The most recent market report valued our brand ..................................... at

€850 million, which places us tenth among similar brands.

B. Although she has only a small number of followers, they are all serious fans.
As a result, she has helped increase brand ..................................... of our health
products among an important group of consumers.

C. Since we see ourselves as more of a fitness brand, their events would tie in
perfectly with our brand ......................................

D. Big data helped us partner with the right influencer.

He is a true brand ......................................

E. Younger consumers change brands much more quickly than older genera-
tions. Brand ..................................... is not strong with them.

F. The fitness make-up portfolio has been a lucrative brand .....................................

to our chain of fitness studios.

4. In English, please! A

Translate the following sentences.

A. Die neue Modemarke beinhaltet sowohl Kleidung als auch Schmuck.

...........................................................................................................................................................................

B. Welche Automarke verbindest du mit Abenteuer?

...........................................................................................................................................................................

C. Billigere Eigenmarken sind oft besser als die teureren Produkten.

...........................................................................................................................................................................

D. Sie hat noch nie in ihrem Leben eine Briefmarke gekauft!

...........................................................................................................................................................................

5/2019 19 
Test Business Spotlight PLUS    
What have you learned?

When you’ve completed all the exercises in this issue of Business Spotlight Plus,
you can check your progress by testing yourself here.

ENGLISCH FÜR DEN ALLTAG (pp. 4–5)

1. Can I get .................................. of my booking by email, please?

(A) conservation (B) confiscation (C) confirmation

2. Could you include the agreed .................................. in the mail as well, please?
(A) fare (B) fair (C) purchase

3. Will the driver give me a written .................................. for the journey?

(A) recipient (B) recipe (C) receipt

FÜR EINSTEIGER (pp. 6–7)

4. I’m afraid we’re having some .................................. difficulties with the call.
(A) technique (B) technical (C) technicality

5. Do you have the .................................. code for the call?

(A) access (B) entrance (C) ingress

6. Mike, we can’t hear you. I’m afraid you’re .................................. up.

(A) cracking (B) splitting (C) breaking

KOMMUNIKATION (pp. 8–11)

7. We need to increase our .................................. by investing in technology.

(A) productivity (B) produce (C) producing

8. How do we .................................. our competitors?

(A) outspread (B) output (C) outperform

9. I have a very heavy .................................. at the moment.

(A) workout (B) workload (C) workforce

10. We have the .................................. to solve difficult problems.

(A) capability (B) disability (C) reliability

11. You have the know- .................................. to do the job.

(A) all (B) what (C) how

20  5/2019
Business Spotlight PLUS     Test
What have you learned?

GRAMMATIK (pp. 12–13)

12. Is it true that you .................................. work as a salesman?

(A) would use to (B) have used to (C) used to

13. .................................. have a beard?

(A) Weren’t you used to (B) Aren’t you used to (C) Didn’t you use to

LAND & LEUTE (p. 14)

14. In Hong Kong, seawater is used for .................................. toilets.

(A) flashing (B) flushing (C) splashing

HÖRVERSTÄNDNIS (p. 15)

15. Some Canadian fishermen have started to .................................. icebergs.

(A) harvest (B) cultivate (C) farm

LESEN & VERSTEHEN (pp. 16–17)

16. The team members need to .................................. their differences before they
can work together effectively.
(A) recommend (B) reconcile (C) recompense

17. Alpha males often have a killer ...................................

(A) sense (B) intuition (C) instinct

WORTSCHATZ (pp. 18–19)

18. We use agents as our main distribution .................................. .

(A) channel (B) canal (C) course

19. They are one of the market ..................................in the fashion industry.
(A) directors (B) leaders (C) guides

20. We had a very successful marketing .................................. in the last quarter.

(A) campaign (B) undertaking (C) crusade

5/2019 21 
Lösungen Business Spotlight PLUS    

ENGLISCH FUR DEN ALLTAG B. discussing 5. True or false?

(pp. 4–5)
Taking a minicab
1. Discussing getting to the airport
A. done (be done = fertig sein)
B. in
C. reliable = zuverlässig
D. hail (hail a taxi/cab = ein Taxi
anhalten)
E. advance (book (sth.) in advance
= (etw.) vorbestellen)
F. pick
G. fixed (fixed rate = Festpreis)
H. based
2. In the cab
A. heavy = hier: dicht, stark
B. rush
C. congestion = Verkehrsbelastung,
Stau
D. ETA (estimated time of arrival)
= geschätzte Ankunftszeit
E. thins
F. receipt = Quittung, Beleg
3. Rules for minicab operators
A. False. The operator must provide
it.
B. True. This is a minimum require-
ment.
C. False. Only the driver’s first
name is required.
D. True, in cases where the commu-
nication channel can provide an
image.
E. True
F. True. Before the journey begins,
an accurate estimate should be
given or a fare prearranged.
G. False. Only changes that affect
compliance with the statutory or
regulatory framework need to be
communicated.
H. False. But drivers and some staff
need to be checked for serious
criminal convictions.
FÜR EINSTEIGER (pp. 6–7)
Technical problems during
conference calls
1. Problems and solutions
A–4; B–2; C–1; D–3
2. During the call
A. catch = verstehen
B. see
C. screen
D. too quiet = hier: zu leise
E. dial in = sich einwählen
3. What have we been doing?
A. managing
C. waiting
D. thinking
E. having
4. Top tips for conference calls
A. Allow time for problems when
joining the call.
B. Know the access codes for the
call.
C. Take turns talking during the
call.
D. If there is a problem, mention it
immediately.
E. Share important documents in
advance of the call.
F. Follow up the call by email. /
Follow the call up by email.
KOMMUNIKATION (pp. 8–11)
Leadership and motivation
1. Key vocabulary
A. productivity
B. resistance
C. misconception = falsche Vorstel-
lung
D. preference
E. patience
F. clarification = Klarstellung
G. solve
H. realities
2. A question of motivation
A. prioritize
B. engage (engage interest in sth.
= Interesse an etw. wecken)
C. execute = ausführen
D. reflect
E. outperform = (an Leistung) über-
treffen
F. embrace = hier: sich zunutze machen
G. generate = hier: entwickeln
3. Synonyms
A–1; B–1; C–2; D–2; E–1; F–1; G–2;
H–1
4. Motivation at work
A. John needed support to get
through his workload.
B. I reorganized my work to make
it more motivating.
C. Having clear roles usually leads
to greater efficiency.
D. Many people worry about hav-
ing a new area of responsibility.
E. Working within our comfort
zone lowers stress levels.
F. Senior leadership does not always
mean a poor work-life balance.
G. Mentors provide useful insights
into the realities of leadership.
A. False. It might be true and is
an appeal for help or for more
recognition.
B. True. Coaching can help people
to engage gradually with change.
C. True. You need to be patient and
ask questions.
D. False. It doesn’t have to. You
need to learn to delegate and set
priorities.
E. False. This may be true some-
times, but usually the fact is
simply that different senior
managers have different views
on what should be done.
6. Motivational conversations
Text 1
A. communicate
B. engaging = hier: attraktiv,
ansprechend
C. even
D. type
E. discover
F. reorganize
Text 2
G. permission
H. legal
I. accessing
J. ignore
K. regulations
L. procedures
Text 3
M. critical = wesentlich
N. assumptions = Annahmen
O. confuse
P. biased = voreingenommen;
hier auch: verzerrt
Q. realize
GRAMMATIK (pp. 12–13)
“Used to”, “be used to” and “would”
1. Negatives and questions
A. (is provided)
B. It didn’t use to be illegal…
Did it use to be illegal…?
C. There didn’t use to be…
Did there use to be…?
D. He isn’t used to working…
Is he used to working… ?
2. The right ending
A–3; B–5; C–6; D–4; E–1; F–2
3. Present or past habit?
A. used to have
B. used to work
C. ’m used to getting up
D. ’m not used to speaking

22  5/2019
 Business Spotlight PLUS     Lösungen
E. didn’t use to have 3. Similar, but different
F. ’m used to cycling A. look → search
B. next → close
4. What’s wrong? C. uses → operates
A. We didn’t use to have… D. storage → holding
B. We used to feel less stressed…
C. correct Transcript: Island cowboys
D. I worked in the sales department Mention Newfoundland, Canada’s
last year… easternmost province, and the first
E. Did you use to work…? thing most people think of is fisher-
F. I’m not used to being told… men. And yet, despite lacking wind-
swept prairies, the island is currently
5. Habit or state? producing cowboys — iceberg cow-
A. Did they use to boys, that is.
B. used to Because of climate change, increas-
C. both ing numbers of icebergs are breaking
D. both off the glaciers of western Greenland
E. didn’t use to; both and floating down to the so-called
Iceberg Alley, from the coast of Lab-
rador to the south-east coast of New-
LAND & LEUTE (p. 14) foundland. Iceberg water is reputed
Hong Kong to be particularly pure, which makes
1. Hong Kong facts harvesting those icebergs a profitable
A–2; B–1; C–1; D–1; E–2; F–2 new industry.
During the month-long spring ice-
2. True or false? berg season, cowboys like Captain
A. False. It is a Special Adminis- Ed Kean and his crew use a tugboat
trative Region of the People’s to search for icebergs. After throwing
Republic of China. a rope around it, they use a winch to
B. True. About 8,000 buildings have bring the iceberg close to the boat.
more than 14 floors — twice as Kean then operates a backhoe with a
many as in New York. mechanical claw to break off pieces
C. False. It is an unlucky number, of ice, which is crushed and placed in
as it sounds like the Cantonese holding tanks.
word for “death”. Six companies are currently li-
D. True. Hong Kong has well over censed to harvest icebergs, according
65 million visitors each year to Maclean’s magazine. The water is
(many from mainland China). used for vodka, craft beer and bottled
E. True water, which can sell for as much as
F. False. Feng shui (literally: “wind” $33 (€29) a bottle.
and “water”) is the practice of For people living in Newfoundland
arranging your environment so outports, where jobs are hard to find,
that energy, or chi, flows gently iceberg harvesting has replaced cod
and smoothly through your fishing. “It’s the way to make a liv-
home or business. ing,” Kean says. “That’s it.”
G. False. Bruce Lee was born in San
Francisco's Chinatown, but he
grew up in Hong Kong. LESEN & VERSTEHEN
(pp. 16–17)
The beta male is the gentle giant,
HÖRVERSTÄNDNIS (p. 15) not the roaring giant
Island cowboys 1. Test your vocabulary
1. Three questions A–2; B–2; C–1; D–1; E–2; F–1
A–3; B–2; C–3
2. True or false?
2. True or false? A. False. The word “compromise”
A. False is not in their vocabulary. (lines
B. False. It’s off the coast of Labra- 12–13)
dor, down to the south-east coast B. False. But they can use charm to
of Newfoundland. get others to follow them. (lines
C. False. It breaks off pieces of ice 15–16)
from the iceberg. C. True. They see criticism as a
threat. (line 24)
5/2019
D. True. They often exhaust their
followers. (lines 34–35)
E. False. They prefer using “killer
questions” to lead people. (line 37)
3. Summary
D. This is the best summary.
WORTSCHATZ (pp. 18–19)
Marketing trends
1. Useful expressions
A–5; B–3; C–4; D–2; E–7; F–1; G–6
2. Know your idioms
A. touches (touch base (with sb.)
ifml. = jmdn. kontaktieren)
B. blown (be blown away by sth.
ifml. = von etw. hin und weg sein)
C. crowd (stand out from the crowd
= sich von der Masse abheben)
D. fly (fly off the shelves ifml.
= sich zu einem Renner entwickeln)
E. get (get one’s message across
= seine Botschaft / was man sagen
will, rüberbringen)
F. buzz (create a buzz ifml.
= Aufsehen erregen)
3. Know your expressions
A. equity (brand equity
= Markenwert)
B. awareness (brand awareness
= Markenbewusstsein, -bekanntheit)
C. positioning (brand positioning
= Markenpositionierung)
D. advocate (brand advocate
= Fürsprecher(in)/Verfechter(in)
einer Marke)
E. loyalty (brand loyalty
= Markentreue)
F. extension (brand extension
= Markenerweiterung)
4. In English, please!
A. The new fashion label/brand in-
cludes both clothes and jewellery.
B. What make of car do you associ-
ate with adventure?
C. Cheaper own-brand/own-label
products are often better than
more expensive products.
D. She has never bought a stamp in
her life!
(Other translations are possible.)
TEST (pp. 20–21)
What have you learned?
1–C; 2–A; 3–C; 4–B; 5–A; 6–C; 7–A;
8–C; 9–B; 10–A; 11–C; 12–C; 13–C;
14–B; 15–A; 16–B; 17–C; 18–A;
19–B; 20–A
23 
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