1. No category

Word of mouse
H`[f,
8 _Sd]Wf[`Y
PAGE 93
Word order: adverbs
PAGE 96
The second life of Second Life
PAGE 97
Career skills: Decision making
PAGE 98
www.longman-elt.com
www.economist.com
Dilemma: Creative showcase
PAGE 100
Keynotes
E-marketing, like conventional marketing, aims to create powerful messages which will
engage consumers, build brands and drive sales. The difference is that it uses digital
technologies to do so. Whereas traditional marketing has PR and advertising media such
as TV, press, outdoor and radio as part of the marketing mix, e-marketing uses websites,
email and sms to reach target markets. Other options are pop-ups or banner ads, which are
graphic images used on websites to advertise products or services, and embedded videos.
Search advertising is a form of Internet marketing where companies pay to increase the
visibility of their websites in search engine result pages. Social networking sites provide
marketers with an opportunity to tap into a huge market of specific consumer groups.
Preview
Talking to customers online
The Economist
% 7[eUgeefZWXa^^ai[`YcgWef[a`e!
$ M]^X]lZWh^iZhYdndjVcYndjgeZZghheZcYi^bZdc5
% :dndj]VkZVlZW#WVhZYZbV^aVXXdjci5?[hd"YdndjgZVYi]Z
VYkZgi^hZbZcihedhiZYdc^i5
& :dndjgZVYZbV^aVYkZgi^h^c\dgYdndjigZVi^iVhheVbVcYYZaZiZ^i
l^i]djideZc^c\^i5
' :dndjVchlZgZbV^ahjgkZnh5
( >VkZndjZkZgWdj\]iVcni]^c\dca^cZV[iZgXa^X`^c\dcVede#jedg
WVccZgVY5
) :dndjlViX]k^YZdXa^ehVcYX^cZbVigV^aZghdci]Z?ciZgcZi5
* :dndjgZVYiZmih[gdbbVg`ZiZghdcndjgbdW^aZe]dcZ5
Product: Nissan 350Z
Target: 18- to 34-year-olds
Needs: increase traffic on Nissan 350Z’s
micro site
Product: B2B Marketing
magazine
Target: marketing practitioners
Needs: gauge industry opinion
and get regular feedback from
customers
Listening 1
$ ZbV^aegdbdi^dchl^i]^ciZgVXi^kZZbV^ahjgkZnh
% WVccZgVYhdcOV]ddÈhbV^ceV\Z
& VYhhigZVbZYY^gZXianidi]Z^cWdmZhd[CID]dibV^ajhZgh
Jad][`bS[de!7[eUgeeiZWfZWdfZWW _Sd]Wf[`Y_WV[SgeWVSTahW
iag^VSbbWS^fakagSeUa`eg_Wde!
?[efW`fa4_k@SefWdea`Xda_<`fWd`WfC^geS`SVhWdf[e[`YSYW`Uk[`
fZWH>fS^][`YSTagffZW]WkVd[hWdeXadYdaifZ[`a`^[`W_Sd]Wf[`Y
S`VfS]W`afWeg`VWdfZWXa^^ai[`YZWSV[`Ye!;aiVaWeeZWfZ[`]
WSUZaXfZWeWVd[hWdei[^^SXXWUffZ[e_Sd]Wf[`YeWUfad2
à GjVa^inWgdVYWVcY
à IdX^VacZildg`^c\lZWh^iZh
à 9ViX]#jeVcYdca^cZJL
à Eca^cZVjY^ZcXZ
à M^gZaZhhXdccZXi^dch
Speaking
7akagZShWS9SUWTaa]@kebSUWadafZWdeaU[S^`Wfiad][`YbSYW2<X
eaiZSf][`VaX[`Xad_Sf[a`STagfkagdeW^XS`VkagdXd[W`VeVakag
baefa`[f2;aiUag^VfZ[e[`Xad_Sf[a`TWgeWXg^fa_Sd]WfWde2
Reading 1
Conversational marketing
% EWSVfZWfWjfa`fZWabbae[fWbSYWS`VS`eiWdfZWcgWef[a`e!
$ M]Vi^hbZVciWnÇXdckZghVi^dcVabVg`Zi^c\È5
% M]ViXdc[a^Xi^c\k^Zlhd[i]Z[jijgZd[XdckZghVi^dcVabVg`Zi^c\VgZ
egZhZciZY^ci]ZiZmi5
/( Kc^i/
piggyback ride on the success of,
take advantage of
eavesdrop listen in on conversations
creepy scary
clutter untidy mess
& ?aa]SffZW_Sd]Wf[`YTd[WXeS`VVWU[VWiZ[UZUS_bS[Y`iag^V
eg[fWSUZbdaVgUf!
Product: Sony’s James Bond
– Quantum of Solace
Target: 15- to 35-year-olds
Needs: generate interest in
movie and DVD
Speaking
Glossary
Conversational marketing
KbeWbY`bhfX
K\__:TVXUbb^ AlGcTVXTaWbg[XefbV\T_aXgjbe^\aZf\gXfgeTafYbe`
TWiXeg\f\aZ3
C
Vg` PjX`ZgWZg\" l]d ^h () VcY
i]Z Wdhh d[ <VXZWdd`" V edejaVg
hdX^Va cZildg`^c\ lZWh^iZ" gZXZcian
VccdjcXZYidVYkZgi^h^c\ZmZXji^kZhi]Vi
<VXZWdd`lVhd[[Zg^c\i]ZbVcZlYZVa$
Å<dg i]Z aVhi ]jcYgZY nZVgh bZY^V ]Vh
WZZcejh]ZYdjiideZdeaZ"Æ]ZhV^Y"ÅWji
'
cdlbVg`ZiZghVgZ\d^c\idWZVeVgid[
i]Z XdckZghVi^dc$Æ Kh^c\ ]^h [^gbÈh cZl
VeegdVX]"]ZXaV^bZY"VYkZgi^hZghl^aaWZ
VWaZide^\\nWVX`dci]ZÅhdX^VaVXi^dchÆ
d[<VXZWdd`jhZgh"h^cXZÅeZdeaZ^c[ajZcXZ
eZdeaZÆ$
( Cg
PjX`ZgWZg\Èh aVc\jV\Z lVh
hig^`^c\anh^b^aVgidi]Vid[FVjaBVoVgh[ZaY
VcY ;a^]j AVio ^c i]Z^g Wdd` ÅFZghdcVa
?c[ajZcXZÆ" V bZY^V#hijY^Zh XaVhh^X
[gdb '/++$ J]Zn Vg\jZY i]Vi bVg`ZiZgh
Yd cdi h^bean WgdVYXVhi bZhhV\Zh id V
eVhh^kZ bVhh VjY^ZcXZ" Wji gVi]Zg i]Vi
i]Zn iVg\Zi XZgiV^c ^cY^k^YjVah" XVaaZY
Åde^c^dcaZVYZghÆ$J]ZhZ^cY^k^YjVahi]Zc
hegZVY" Xdc[^gb dg cZ\ViZ i]Z bZhhV\Zh
d[ VYkZgi^hZgh i]gdj\] i]Z^g dlc ÅhdX^Va
gZaVi^dch]^ehÆ" Wn ldgY d[ bdji] dg
eZghdcVaZmVbeaZ$
) CZhhghBVoVgh[ZaYVcYAVio"d[XdjghZ"
VhhjbZYi]Vibdhid[i]ZhZXdckZghVi^dch
VcY i]Z^g ^bea^X^i bVg`Zi^c\ bZhhV\Zh
ldjaYgZbV^c^cVjY^WaZ$J]Vi[^gbhb^\]i
WZVWaZidZVkZhYgdedci]^hX]ViiZg[^ghi
WZXVbZXdcXZ^kVWaZ^ci]Z'//&h"l^i]i]Z
g^hZd[i]Z?ciZgcZi$
* ?c i]Z eVhi YZXVYZ i]Z ?ciZgcZi ]Vh
VagZVYnegdYjXZYi]gZZegdkZcVYkZgi^h^c\
XViZ\dg^Zh$ <^ghi XVbZ ÅY^heaVnÆ dg
'
ÅWVccZgÆ VYh" jhjVaan ^c i]Z [dgb d[
\gVe]^XVaWdmZhdclZWeV\Zh"cdld[iZc
l^i] ZbWZYYZY k^YZdh$ JdYVn i]ZhZ
VXXdjci [dg )( d[ dca^cZ VYkZgi^h^c\
gZkZcjZ$DZmiVgZXaVhh^[^ZYVYh"cdl'-
d[ i]Z idiVa$ J]Z i]^gY" VcY cdl aVg\Zhi"
XViZ\dgn^hhZVgX]VYkZgi^h^c\"l^i]*'d[
i]ZidiVa$FgdkZci]dj\]cdi^ckZciZYWn
=dd\aZ" i]Z W^\\Zhi hZVgX] Zc\^cZ" i]ZhZ
VgZi]ZiZmihc^eeZihi]ViVeeZVgcZmiid
hZVgX]gZhjaih[dgVheZX^[^X`ZnldgY$
+
<gdbi]Zed^cid[k^Zld[bVg`ZiZgh"
i]ZhZZm^hi^c\ineZhd[dca^cZVYhVagZVYn
gZegZhZci WgZV`i]gdj\]h$ ?c hZVgX]" i]Zn
XVc cdl iVg\Zi XdchjbZgh l]d ZmegZhh
^ciZgZhi^cVeVgi^XjaVgegdYjXidghZgk^XZ
Wnine^c\V`ZnldgY1i]ZneVndcanl]Zc
V XdchjbZg gZhedcYh" Wn Xa^X`^c\ dc
i]Z^gVYh$?cY^heaVn"i]ZnXVcigVX`VcY
bZVhjgZ ]dl i]Z^g VYh VgZ k^ZlZY VcY
l]Zi]ZgVXdchjbZg^heVn^c\ViiZci^dc
^[]Zijgchdci]ZhdjcYd[Vk^YZdVY"
hVn WZiiZg i]Vc i]Zn ZkZg XdjaY l^i]
iZaZk^h^dc VYh$ J]Z \dVa d[ dWhZgk^c\
VcY ZkZc eVgi^X^eVi^c\ ^c XdchjbZghÈ
XdckZghVi^dch à igjZ XdckZghVi^dcVa
bVg`Zi^c\ÃcdlVeeZVghl^i]^cgZVX]$
, J]Z[^ghihiZe[dgWgVcYhidhdX^Va^hZ"
dg XdckZghZ" l^i] XdchjbZgh ^h id hiVgi
egd[^aZeV\ZhdchdX^VacZildg`hVcYi]Zc
VXXZeiÅ[g^ZcYgZfjZhihÆ[gdb^cY^k^YjVah$
EcCnIeVXZ"WgVcYh]VkZWZZcYd^c\i]^h
[dgVl]^aZ$<dg^chiVcXZ"MVgcZg8gdh"V
>daanlddY hijY^d" ]VY V CnIeVXZ eV\Z
[dgÅ)&&Æ"^ih[^abVWdjiIeVgiVclVgg^dgh$
?i h^\cZY je hdbZ (&&"&&& [g^ZcYh" l]d
lViX]ZYigV^aZgh"iVa`ZYi]Z[^abjeWZ[dgZ
^ihgZaZVhZ"VcYXdjciZYYdlcidlVgY^ih
:L:gZaZVhZ$
-
<VXZWdd`VahdaZihWgVcYhXgZViZi]Z^g
dlc eV\Zh$ 9dXV#9daV" [dg ^chiVcXZ" ]Vh
V Ieg^iZ eV\Z VcY V ÅIeg^iZ I^ehÆ \VbZ
i]ViaZihjhZgheaVnl^i]Va^iiaZVc^bViZY
X]VgVXiZg dc i]Z^g dlc eV\Zh$ <VXZWdd`
bV`Zhi]^hVhdX^VaVXiWnVjidbVi^XVaan
^c[dgb^c\ i]Z eaVnZgÈh [g^ZcYh" k^V i^cn
ÅcZlh[ZZYÆVaZgih"d[i]Z[jc^cegd\gZhh$
. ?c bVcn XVhZh" <VXZWdd` jhZgh XVc
Vahd igZVi WgVcYhÈ eV\Zh a^`Z i]dhZ d[
di]Zg[g^ZcYh"WnVYY^c\gZk^Zlh"e]didh
dg XdbbZcih" hVn$ ;VX] d[ i]ZhZ VXi^dch
b^\]iWZXdbbjc^XViZY^chiVcianidi]Z
cZlh[ZZYhd[i]Z^gXa^fjZ$EWk^djhani]^h
^h V YdjWaZ#ZY\ZY hldgY" h^cXZ i]Zn XVc
_jhi Vh ZVh^an Xg^i^X^hZ V WgVcY Vh egV^hZ
^i$
/ <VXZWdd`ZkZceaVchidbdc^idgVcY
jhZVXi^dchWZndcY^ihdlch^iZideaVXZ
i]Zb^cVhdX^VaXdciZmi$?["[dg^chiVcXZ"
V <VXZWdd` jhZg bV`Zh V ejgX]VhZ Vi
<VcYVc\d" V lZWh^iZ i]Vi hZaah X^cZbV
i^X`Zih" i]^h ^c[dgbVi^dc V\V^c h]dlh
je dc i]Z cZlh [ZZYh d[ ]^h [g^ZcYh dc
<VXZWdd`" l]d b^\]i YZX^YZ id XdbZ
Vadc\$?[]ZWjnhVWdd`dgh]^gidcVcdi]Zg
h^iZ" i]Zc i]^h ^bea^X^i gZXdbbZcYVi^dc
edehjeidd$
'& J]ZgZ VgZ eaZcin d[ hXZei^Xh$ IdbZ
eZdeaZ bVn [^cY Vaa i]^h XgZZen" hd
<VXZWdd`l^aaVaadleZdeaZiddeidjid[
h]Vg^c\ i]Z^g ^c[dgbVi^dc$ 7cdi]Zg
egdWaZb" hVnh FVja CVgi^cd" Vc
ZcigZegZcZjg l]d aVjcX]ZY Jg^WZ" Vc
ZVgan hdX^Va cZildg`" ^h i]Vi i]Z
^ciZgeZghdcVa XdccZXi^dch XVaaZY i]Z
ÅhdX^Va \gVe]Æ dc hjX] cZildg`h VgZ d[
adl fjVa^in$ 8ZXVjhZ [Zl eZdeaZ YVgZ id
Yjbe [dgbZg [g^ZcYh dg id gZ_ZXi
jclVciZY [g^ZcY gZfjZhih [gdb XVhjVa
VXfjV^ciVcXZh"ÅhdX^Va\gVe]hYZ\ZcZgViZ
id cd^hZ ^c Vaa XVhZh"Æ ]Z hVnh$ ?[ ]Z ^h
g^\]i" hdX^Va#bVg`Zi^c\ XVbeV^\ch l^aa
YZhXZcY ^cid k^hjVa XajiiZg VWdji i]Z
WVcVa Yd^c\h d[ ^cXgZVh^c\an gVcYdb
eZdeaZ" gVi]Zg i]Vc WZ^c\ i]Z cZmi W^\
i]^c\^cVYkZgi^h^c\$ Kc^i/ /)
Usage
& EWSVfZWfWjfSYS[`S`VS`eiWdfZWcgWef[a`e!
$ M]ViY^YCVg`PjX`ZgWZg\d[<VXZWdd`egdb^hZbVg`ZiZgh5
% >dl^hi]^hh^b^aVgidi]ZXaVhh^XbZY^VhijYnWnBVoVgh[ZaYVcYAVio5
& M]ViVgZi]Zi]gZZ[dgbhd[?ciZgcZiVYkZgi^h^c\5
' >dlYdWgVcYh^ciZcYidhdX^Va^hZl^i]XdchjbZghi]gdj\]hdX^Va
cZildg`^c\h^iZh5
Vocabulary 1
1
2
3
4
5
6
Vocabulary 2
?ci]Zi^iaZÇMdgYd[bdjhZÈ"]_ecU^hjhZY^chiZVYd[]_edXidXgZViZVejc$
@djgcVa^hihd[iZcjhZejch^c]ZVYa^cZhid\gVWgZVYZghÈViiZci^dc$7YkZgi^hZgh
jhZh^b^aVgiZX]c^fjZhidbV`Zi]Z^ghad\VchbZbdgVWaZ$
% 8SUZaXfZWWjS_b^WeTW^aiUa`fS[`eSbg`!<VW`f[XkfZWbg`S`V
eSkiZSfkagfZ[`]fZWad[Y[`S^iadViSe!
S
T
U
V
W
@SfUZfZWiadVeXda_fZWfWjfi[fZfZW[d_WS`[`Y!
word of mouth (para 2)
classified ads (para 4)
snippets (para 4)
profile page (para 6)
news feeds (para 7)
clique (para 8)
a
b
c
d
e
f
a brief listing of products and services for sale
a format used for providing web users with frequently updated content
information gained verbally, by someone telling you, rather than written
an exclusive group of people
a place where you post details about yourself on the Internet
a two-line summary that appears along with a link to a website
?i]^c`i]ZgZ[dgZ?8C?8C
JVhiZcdilV^hiMZ^\]iMViX]Zgh[gdoZcbZVah
J]ZhZVgZMg^\]i[dgbZ<gVc`Mg^\]iI]dZh
?iÈVhYVWZ7hYV7hYV
8jgidcÈhbZchlZVg^hZkZgnlZVg8jgidcÈhbZchlZVg
& @SfUZfZW[V[a_Sf[UWjbdWee[a`e$À'i[fZfZW[d_WS`[`YeSÀV!
1
2
3
4
Word clusters
So far so good.
It never rains but it pours.
When in Rome (do as the Romans do).
Mum’s the word.
a
b
c
d
Lots of bad things happen all at once.
Always try to adapt to a new culture.
Don’t say anything about it to anyone.
For the moment things are going OK.
CVcnldgYh]VkZVÇXajhiZgÈd[YZg^kZYldgYhVcY^Y^dbVi^XZmegZhh^dchi]Vi
VaahiZb[gdbi]Zdg^\^cValdgYdgÇWVhZ[dgbÈ$<dgZmVbeaZ"^ci]ZiZmii]Z
cdjcRbUQ[dXb_eWX"l]^X]bZVchVhjYYZc"jcZmeZXiZYY^hXdkZgn"^hYZg^kZY
[gdbi]ZkZgWRbUQ["VcYi]ZVYkZgWdXb_eWX$
' JZ[UZaXfZWWjbdWee[a`eSTahW[edWXWddWVfa[`fZWeWe^aYS`e2
JZ[UZa`WeSdWfZW_aefWXXWUf[hW26S`kagfZ[`]aXe[_[^SdWjS_b^We
[`kagdai`^S`YgSYW2
% FfgVkfZWeb[VWdYdS_a`bSYW$'$iZ[UZeZaieafZWdVWd[hWV
Xad_eaXRbUQ[!JZWdWiag^Vkag[`eWdffZWXa^^ai[`YiadVe2
S
T
U
V
WgZV`VWaZWgZV`i]ZaVlWgZV`#ZkZcWgZV`je
& 6a_b^WfWfZWeW`fW`UWeTW^aii[fZXad_eaXRbUQ[!GZW`_S]W
kagdai`iadVU^gefWdV[SYdS_i[fZRQS[T_TbQg\YWXdcUdad
dQ[U!
$ M^i]dkZg'W^aa^dclZWh^iZh^cZm^hiZcXZ"^i^h\Zii^c\]VgYZg[dg
i]ZhZaZXi\gdjed[i]Z(&"&&&bdhik^h^iZYh^iZh$
XdbeVc^Zhid
% 7[iZg^ckZhi^c\bVhh^kZan^ci]Z^gdca^cZdeZgVi^dch"^iidd`bV_dg
VcYi]ZndcanhiVgiZYidWZXdbZ
gZiV^aZghhZkZgVanZVgh_jhiid
egd[^iVWaZ^c(&&)$
& CdhilZWVYkZgi^h^c\XdbeVc^Zhegdk^YZZmiZch^kZYViVl]^X]\^kZhV
d[Vaa?ciZgcZijhZghl]d]VkZXa^X`ZYdci]Z^gVYkZgih$
' CVcn?ciZgcZijhZghYdcdi]VkZhj[[^X^ZciVci^k^gjhegdiZXi^dcVcYVgZ
i]ZgZ[dgZkjacZgVWaZid
d[heVbViiVX`h$
( <dgeZdeaZl]dheZcYadc\]djghldg`^c\dci]Z^gXdbejiZgh"^i^h
d[ViaZVhiiZcb^cjiZhZkZgn]djg$
gZXdbbZcYZYi]Vii]Zn
) ?chdbZXdjci^Zh"VlZWh^iZi]ViYdZhcÈiY^heaVn^iheg^kVXneda^XnVWdji
YViV#\Vi]Zg^c\^hXdch^YZgZYidWZ
$
Id<VgaZnÈhhd\ddY<VgaZnÈhWVWn[ddY
9Zaae]dcZhXdhil]Zc^cHdVbXZaae]dcZh
M]Zc^iedjgh^igZ^\chC^X]Za^cingZh
EcZldgYXVeijgZhi]ZbdbZci$CjbbÈhi]ZldgYCjbbÈh
X]VbeV\cZ
Google clicks
Listening 2
?[efW`fa:dWYFf[^^_S`S\agd`S^[efebWU[S^[e[`Y[`V[Y[fS^fWUZ`a^aY[We
S`VfZW<`fWd`WffS^][`YSTagfZai:aaY^WVWhW^abWV[feSVhWdf[e[`Y
Tge[`Wee!7WU[VWiZWfZWdfZWefSfW_W`feSdWfdgWadXS^eW!
$ =dd\aZ]VhWZZc^cWjh^cZhhh^cXZ'//.$
% 7YkZgi^h^c\]VhValVnhWZZcVc^ciZ\gVaeVgid[i]ZXdbeVcnÈhWjh^cZhh
bdYZa$
& =dd\aZÈh[^ghijhZd[VYkZgi^h^c\gZa^ZYdcigVY^i^dcVahVaZhiZX]c^fjZh$
' 7YkZgi^hZgh]VkZidW^Y[dg`ZnldgYhi]Vii]ZnlVciidjhZ^ci]Z^gVYh$
( IZVgX]Zc\^cZXdbeVc^ZhVeegdkZd[ÇWaVX`]ViÈiZX]c^fjZh$
) 7YkZgi^h^c\^hi]ZdcanlVnidbV`ZhjgZi]ViVlZWeV\Z^hlZaagVc`ZY$
* =dd\aZ]Vh[V^aZYidY^kZgh^[n^cidVgZVhdi]Zgi]Vc?ciZgcZihZVgX]Zh$
+ =dd\aZ^hegZeVg^c\ideVnjhZgh[dg^c[dgbVi^dc^i\Vi]ZghVWdjii]Zb$
Speaking
Fa_WdWeWSdUZWdeZShWegYYWefWVfZSffZWa`^[`Wiad^V[eTWUa_[`Y
VS`YWdageXadkag`YbWab^WTWUSgeWfZWkbWdUW[hWfZW[daXX^[`W^[hWeSe
TW[`YUa_bSdSf[hW^kTad[`YS`Vg`ef[_g^Sf[`Y!7akagSYdWW27akag
fZ[`]fZSfbWab^Wi[^^ebW`V_adWad^Weef[_Wa`^[`W[`fZWXgfgdW2
@
An Internet search using the keywords ‘Google labs’ will show links to
Google’s research projects. Choose one of these to discuss with a partner.
Speaking 7aWefZW[VWSaX_Sd]WfWde_a`[fad[`Ykagd^[XWfZdagYZkagdeaU[S^
`Wfiad]bSYWeUSdWkag2Jag^VkagabfagfaXÄeZSd[`YÅ[`Xad_Sf[a`
STagfkagd^[XWi[fZ_Sd]WfWde2
9deng^\]iž?8C"gZegdYjZYWn`^cY
eZgb^hh^dc$?8C^hVgZ\^hiZgZYigVYZbVg`d[
^ciZgcVi^dcVaWjh^cZhhbVX]^cZXdgedgVi^dc
/* Kc^i/
Puns
Kc^i/ /+
Language check
Word order: adverbs
Reading 2
?c;c\a^h]"VY_ZXi^kZh\ZcZgVaanVeeZVgWZ[dgZcdjchVcYVYkZgWhV[iZg
kZgWh$>dlZkZg"i]Zedh^i^dchd[ldgYhdge]gVhZhXVckVgnYZeZcY^c\dc
i]ZXdciZmiVcYdci]ZhinaZdggZ\^hiZgd[l]Vi^hWZ^c\hV^Y$7YkZgWh"^c
eVgi^XjaVg"bVnVeeZVg^cY^[[ZgZciedh^i^dchYZeZcY^c\dci]Z^g[jcXi^dc$
EWSVfZWfWjfSTagfFWUa`V?[XWSh[dfgS^iad^ViZWdWbWab^W[`fWdSUf
ge[`YYdSbZ[UdWbdWeW`fSf[a`eaXfZW_eW^hWeadÄShSfSdeÅ!
$
%
&
'
(
)
% @SfUZfZWSVhWdTe[`[fS^[Ue[`fZWfWjffaUSfWYad[We$À)TW^ai!
Basic email marketing
Email marketing is rapidly becoming an essential tool for businesses to reach their audiences wherever they
happen to be. In its simplest form it works like this: Rebecca is a typical customer who frequently buys online.
Recently she bought several items from a retailer’s website and subsequently received an e-mail with a special
offer of a reduction on her next purchase. Even if she doesn’t take advantage of the offer, she will most likely
receive a string of similar mails regardless of any action she may take. That is an example of first generation
e-mail marketing: relatively simple but not exactly dynamic.
TECHNOLOGY
$
%
&
'
(
)
VYkZgWhd[[gZfjZcXnZ$\$c_]UdY]Uc"`UbY_TYSQ\\i
VYkZgWhd[i^bZZ$\$c__^"QVdUbgQbTc
VYkZgWhd[bVccZgZ$\$UQcY\i"aeYS[\i
VYkZgWhd[XdcY^i^dcdgVii^ijYZZ$\$`_ccYR\i"\eS[Y\i
VYkZgWhi]VibdY^[nVY_ZXi^kZhZ$\$gYTU\i"XYWX\i
gXVYkZgWh
& JZ[UZaXfZWSVhWdTeUag^VTW_ahWVfaS^fWd`Sf[hWbae[f[a`e2
For more information, see page 159.
Practice
<`fZWXa^^ai[`YbSeeSYWfZWSVhWdTeZShWTWW`dW_ahWV!<`eWdffZW
SVhWdTe[`faSbbdabd[SfWbae[f[a`e[`WSUZeWUf[a`aXfZWbSeeSYW!
@adWfZS`a`Wbae[f[a`_SkTWbaee[T^W!
Dynamic email marketing
gVY^XVaanhnhiZbVi^XVaanVXijVaan
Dynamic e-mail marketing uses a different approach, incorporating multiple components
to determine the next marketing step by factoring in data obtained from user profiles and
data about how the target client behaved when they visited a particular website.
egZk^djhaneVgi^XjaVganZkZcijVaan
For example, let’s suppose Christy returns to a retailer’s website where she has made
a purchase. She clicks on a couple of pages until she finds one that interests her. She
spends some time taking a closer look at some items that interest her but leaves the site
without buying.
VagZVYnegZX^hZangZVaan]^\]anZ[[ZXi^kZan
On her next visit, Christy is treated to an email offering her a discount – her user profile
is in the system – on a necklace, promoting the style she spent the most time viewing.
Now, that is dynamic marketing but the problem is that most companies do not have the
sophisticated data management and communication systems that are required to use it.
/, Kc^i/
Second Life
DESIGN
M]ViegdWaZbhY^Yi]Zdg^\^cVa^ckZhidgh^cIZXdcYB^[Z[VXZ5
M]n^higVY^i^dcVaVYkZgi^h^c\bZY^V^cZ[[ZXi^kZl^i]IZXdcYB^[Z5
?cl]ViXVeVX^inlVh@dc^MZhi^ckdakZY^cIZXdcYB^[Z5
M]Vihdaji^dchY^Yh]Z[^cYidViigVXiXdbeVc^ZhWVX`idIZXdcYB^[Z5
>dlXVcWgVcYhWZcZ[^i[gdbWZ^c\egZhZci^cIZXdcYB^[Z5
>dl]VkZVYkZgi^hZghX]Vc\ZYi]Z^gVii^ijYZhidIZXdcYB^[Z5
ETHONOMICS
LEADERSHIP
MAGAZINE | NEWSLETTERS | JOBS
Marketing in the virtual world
The second life of Second Life
1 Online virtual world Second Life first got hot a couple of years ago.
Companies moved in and started to build their own virtual spaces.
However, maintaining these areas required a lot of resources.
Of course, if customers had followed, there would have been no
problem. But they didn’t, and dozens of companies scrambled to
staunch their bleeding Second Life budgets. Second Life was over
before it had begun.
2 At the same time, Joni West, a San Francisco-based fine artist and
business-development consultant, stepped into the breach. “I saw all
these huge virtual spaces – Adidas, Starwood Hotels, Dell – and they
were all empty,” says West, 47. “It was ridiculous.”
3 In just two years, West has rewritten the rules of corporate marketing
on Second Life. An avid user of the site, she realised that billboards,
commercials, and streaming video fell flat among hyper-creative
users who wanted to interact. Instead, she concluded, companies
should try to spark user-to-user discussion – a surprisingly costeffective option on Second Life. This insight has produced successful
initiatives for clients such as Sun Microsystems, Overstock.com, and
Nestlé, and made West’s firm, This Second Marketing, the leader in
shepherding name-brand companies back to the virtual world.
4 West stumbled into the business potential of Second Life while
pursuing her passion for fine art. “I thought it would be fabulous to
create a virtual art gallery where I could bring people from all around
the world,” she says. One day, she was sitting on a Second Life
art gallery couch, doing just that – talking to people from various
countries – and she had their rapt attention. “At that point, I realised
how powerful one-on-one engagement could be in Second Life.”
5 West used techniques gleaned from 25 years of marketing
experience, including digital and email campaigns, to woo potential
clients. She calmly explained that the previous failures of Second Life
were a result of not harnessing the medium appropriately to reach
its 14 million users, up to 66,000 of whom are present at any time. “I
describe the mistake companies made like this: Imagine you’ve never
been to Manhattan. You cross the George Washington Bridge, and
someone hands you a guidebook. The first place you’re going is not
the Reebok store.”
6 Translation: Second Life is not a place to make sales. It’s also
a venue where large companies don’t have to spend $3 million
to build an elaborate space when $10,000 to $100,000, used
judiciously, can have a much larger impact.
7 For an early campaign with Colgate, for example, West’s staffers
fanned out in the virtual world to give out about 35,000 Colgate
smiles, along with a list of 10 cool places that make you smile.
“Avatars aren’t born with smiles, and people often don’t know where
to go in Second Life,” she says. “Users want companies to bring
something relevant to the community.”
8 West’s work has started to inspire other high-profile, higher-budget
efforts. The Weather Channel has developed an attraction that lets
users play sports in varied terrains with highly challenging weather
conditions (tsunamis, avalanches, flash floods). Users spend
an average of 30 minutes per visit, and the attraction draws a
crowd around the clock. “It’s not like a commercial, where maybe
they watched and maybe they didn’t,” says Drew Stein, CEO of
developer Involve 3D, which built the Weather Channel’s virtual
experience. “You’re talking about a user actually paying attention,
and you can time it. That’s hard to replicate in any other medium.”
9 The upshot is that the virtual world has survived the media spin
cycle. “I think at first, everyone was there strictly for the hype and
sunk their money into 15 minutes of fame,” Involve’s Stein says.
“Now they’re analysing what they’re doing and seeing how Second
Life breathes.” And in the process, breathing into it a second life.
Kc^i/ /-
9VgZZg
h`^aah
Speaking
Decision making
Making choices is an integral part of the decision-making process. Leaders who
make good choices without wasting time are seen as decisive, insightful and
successful. Leaders who stall and who can’t make up their minds have difficulty
motivating and inspiring their teams.
In everyday life, we generally have to make snap decisions about choices. In
such situations the best strategy is to keep our goals in mind and trust our
intuition to make the right choices. However, when time is available, the
following techniques can help make the most appropriate choice.
a Consider the consequences.
b Go for it!
c Narrow down the options.
d Evaluate the outcome.
e Get the facts.
f Set your goal.
EWSVfZW^[efaXfWUZ`[cgWeS`V_SfUZfZWZWSV[`YeSÀXfaWSUZaX
fZWba[`feTW^ai$À)!
$ OdjcZZYidXaZVgan^YZci^[nVcYYZ[^cZi]ZgZVhdcVcYejgedhZ[dgi]Z
YZX^h^dcndjVgZVWdjiidbV`Z$JdYdi]^hndjXVcVh`ndjghZa[i]Z
[daadl^c\fjZhi^dch0
à M]ViZmVXian^hi]ZgZVhdc[dgbV`^c\VX]Vc\Z5
à M]ViYdlZ]deZiddWiV^c[gdbi]ZdjiXdbZ5
à ?[ndjcZkZgadhZh^\]id[i]ZVchlZghidi]ZhZfjZhi^dch"ndjl^aaWZ
bdgZa^`ZanidbV`Zi]ZWZhiX]d^XZ$
%
<^cYdjil]Videi^dchVgZdeZcidndjVcYXdaaZXiVhbjX]YViVVcY
^c[dgbVi^dcVhndjXVcVWdjiZVX]dei^dc$7h`^c\[dgVYk^XZ^hcÈiV
lZV`cZhhÃ^iXVcWZkZgnWZcZ[^X^VaidaZVgc[gdbdi]ZgeZdeaZÈhZmeZg^ZcXZ$
&
B^hiVcYWgV^chidgbVaai]ZegdhVcYXdchd[ZkZgndei^dc$9dch^YZgVaa
i]ZVc\aZh"l]^X]XdjaY^cXajYZXdhi"ZcZg\n"i^bZ"ZiX$9dch^YZgl]Zi]Zg
edh^i^kZdjiXdbZhXVcdjilZ^\]VcnadhhZh$
Jad][`bS[de!FfgVkfZWfST^WTW^aiiZ[UZeZaiefZWSVhS`fSYWeS`V
V[eSVhS`fSYWeaXbdaVgU[`YS`W USfS^aYgW[`efWSVaXSbSbWda`W!<`
fZ[eUSeWfZWeUadWeXadS`VSYS[`efSdWhWdkU^aeW!JZSfVakagfZ[`]
fZWUa_bS`keZag^VVWU[VWfaVa26S`kagfZ[`]aXS`k_adWbdae
Ua`eS`VagfUa_WefaSVVfafZWfST^W2
Pros
Cons
Possible outcomes
Cheaper to produce in the long run. +5
Need specialised staff or train
existing staff to produce an
e-catalogue, the first year. –5
It will make the catalogue more
expensive in the first year. –2
Easier and cheaper to distribute by
email. +5
A majority of customers will be happy
and comfortable with an e-version of the
catalogue. +4
Sales force could show the catalogue on
their laptops. +2
Total +16
Listening 3
Speaking
)
M]Zci]ZVXi^dc]VhWZZceji^cideaVXZVh`ndjhZa[l]ViaZhhdchXVcWZ
aZVgci[gdbi]ZYZX^h^dcbV`^c\egdXZYjgZjhZY$J]^h^hVc^bedgiVcihiZe
[dg[jgi]ZgYZkZadebZcid[ndjgYZX^h^dc#bV`^c\h`^aahVcY_jY\ZbZci$
/. Kc^i/
Some customers may not want to
download the catalogue. –4
Some customers prefer a paper
support. –3
Customers may print out the catalogue
anyway, and resent the cost. –3
Customers may get used to it in time
and see the point. +3
Sales force will have no paper support
to show customers. –5
Some ecologically-minded customers
might be impressed with the move on
ideological grounds. +4
Total –17
Total +2
?[efW`fafiabWab^WfS^][`YSTagffZWbdaT^W_S`VS`eiWdfZW
cgWef[a`e!
$
%
&
'
M]Vi^hi]Zbdhi^bedgiVciVg\jbZci[dgi]Z[^ghiheZV`Zg5
M]Vi^hi]Zbdhi^bedgiVciVg\jbZci[dgi]ZhZXdcYheZV`Zg5
M]ViX]d^XZY^Yi]ZnbV`Z^ci]ZZcY5
:dndji]^c`i]ZnbVYZi]Zg^\]iX]d^XZ5
Jad][`bS[de!HeWfZWfWUZ`[cgWeZai`[`fZWfST^WSTahWfa_S]WS
VWU[e[a`STagfa`Wad_adWaXfZWXa^^ai[`Y!
Ã
Ã
Ã
Ã
Ã
'
?[i]ZgZVgZhZkZgVaVaiZgcVi^kZhdeZcidndj"ignidgZYjXZi]ZbidV
a^b^iZY[ZlVcYgZXdch^YZgi]Zh^ijVi^dcl^i]i]ZhZgZhig^XiZYX]d^XZh$
(
J]ZgZValVnhXdbZhVi^bZidhideiVa`^c\VcYhiVgiVXi^c\$CV`Zndjg
X]d^XZVcYhiVgiVeaVcd[VXi^dcidWZZmZXjiZY$
M]ZcWgV^chidgb^c\i]ZegdhVcYXdchd[Vcdei^dcndjXVcjhZViVWaZdg
\g^Yid]Zaendjiddg\Vc^hZndjgi]dj\]ih$OdjXVcVahd\^kZZVX]ed^ciV
lZ^\]i^c\Wn\^k^c\^iVeajhdgb^cjhhXdgZdjid[[^kZdgiZc$
Wjn^c\ndjgcZlXVbZgV^cVh]dedgdkZgi]Z?ciZgcZi
Wjn^c\VcZlXVgdg`ZZe^c\ndjgdaYdcZ
X]Vc\^c\_dWhdghiVn^c\^cndjgXjggZcidcZ
Veean^c\[dgV_dW^cVhbVaaWjh^cZhhdg^cVaVg\ZXdgedgVi^dc
^ckZhi^c\bdcZn^ci]ZhidX`ZmX]Vc\Zdg^cegdeZgin
7[eUgeekagdUZa[UWei[fZafZWdbS[de!
Culture at work
Taking action
?chdbZXjaijgZh^i^hXdch^YZgZYedh^i^kZidiV`Zndjgi^bZl]ZcbV`^c\
X]d^XZh$?cXjaijgZha^`Zi]ZhZ"X]d^XZhVgZWVhZYdcad\^XVa"gVi^dcVaVcY
hdjcYVg\jbZcih$8jh^cZhheZdeaZl^aaheZcYVadid[i^bZi]^c`^c\VWdji
i]ZdjiXdbZd[ZVX]edhh^WaZbdkZVcYl^aaWZhadlZgidiV`ZVXi^dci]Vc^c
XjaijgZhl]ZgZ^cij^i^dc^hkVajZYVcYi^bZ^hXdch^YZgZYVhXVgXZXdbbdY^in$
J]ZhZXjaijgZhegZ[ZgidVXifj^X`anZkZc^[^ibZVchbV`^c\Vb^hiV`ZVcY
\d^c\WVX`idi]ZYgVl^c\WdVgYaViZg$M]Vi^hXadhZhiidndjgXjaijgZ5
Kc^i/ //
Review 3
Dilemma: Creative showcase
Decision:
B^hiZcidBVghLVcYZgW^ai"VXgZVi^kZ
XdchjaiVci"iVa`^c\VWdji]dli]Z
_jY\ZhX]dhZidY^hig^WjiZi]Zeg^oZh$
Brief
?78?ciZgcZi7YkZgi^h^c\8jgZVj]VkZVbdci]anVlVgY[dgXjii^c\#
ZY\ZXgZVi^k^in^ci]Zdca^cZVYkZgi^h^c\hZXidg$7cndcZXVcZciZg
Vhadc\Vhi]Z^gXVbeV^\c^hiVg\ZiZYViVKAVjY^ZcXZ$J]Zldg`^h
_jY\ZYWnhZc^dgdca^cZXgZVi^kZhVcYi]Zl^ccZgh"eajhildgjccZgh
je"]VkZi]Z^gldg`ejWa^h]ZY^c>Qb[UdY^WHUU[$HZXZcian"i]Z
[daadl^c\XVbeV^\chlZgZh]dgia^hiZY[dgi]Zeg^oZ$
$ M]ViYdZh]Zi]^c`d[i]Z
XVbeV^\ch5
% :dZh]ZV\gZZl^i]i]Z_jY\ZhÈ
YZX^h^dc5
& M]VigZVhdchYdZh]Z\^kZ5
In one take, on one tank
Tribal DDB’s ‘in one take, on one tank’ concept for Volkswagen
showcases the amazing fuel efficiency of the new Bluemotion Polo
in a clear, engaging way. To create it, the team drove the car from
London to the Geneva motorshow on a single tank of diesel and filmed
the journey in a single take – 36
hours of footage which was
edited down and incorporated
into a site that enabled the
viewer to participate interactively
in the drive and review statistics
relating to CO2 output, cost and
fuel consumption. The end result
is a vivid demonstration of the
car’s unique capability.
Fill the Indigo
O2, the telecoms
company, asked
Archibald Ingall Stretton
to raise awareness of
their music credentials
and deliver a real
experience for the
brand slogan – ‘We’re better connected’. They hired the Indigo2
venue, generally used for live music. Then they told people ‘If you
can fill it, you can win it.’ Any person who could invite enough
people to fill the stadium could have it for a private party! This was
the ultimate test of popularity and social networking skills.
The X Factor Challenge
Task 1
Mdg`^c\gdjeh$:^hXjhhl]Vindji]^c`d[ZVX]d[i]ZXVbeV^\ch$
M]^X]dcZVeeZVahbdhiidndjeZghdcVaan5
Task 2
:^hXjhhZVX]d[i]ZXVbeV^\ch^ciZgbhd[i]ZXg^iZg^VWZadl$MZ^\]i
ZVX]dcZWn\^k^c\^iVhXdgZdjid[iZc$
à 8gVcY[^i0]dllZaaYdZhi]ZXVbeV^\c[^ii]ZWgVcY^bV\Z5
à J]Z^YZV0]dldg^\^cVa^hi]ZXVbeV^\c5
à KhZd[i]ZbZY^jb0]dlbVcnY^[[ZgZcibZY^VlZgZjhZY5
à ;c\V\ZbZci0l]Vi^hi]ZfjVa^ind[XdchjbZg^ciZgVXi^dc5
Task 3
9]ddhZVl^ccZg$
Write it up
Mg^iZVegZhhgZaZVhZidVccdjcXZi]Zl^cc^c\XVbeV^\c$
For more information, see Style guide, page 24.
'&& Kc^i/
The X Factor is Europe’s biggest singing contest,
sponsored by Carphone Warehouse, a mobile phone
retailer.The X Factor Challenge lets viewers sing
and draw themselves for a chance to appear on TV
during the show’s ad breaks. The campaign uses
TV, mobile and social media to engage the user
at different levels, from simply watching someone
else’s performance to creating their own, sharing
it via their mobile and, ultimately, starring on TV.
Each week, contestants are picked from the website
and their animations and singing performances are
used as TV clips. They are seen by up to 12 million
viewers during the Saturday night X Factor shows.
Language check
Word order: adverbs
Future perfect
4dWfZWSVhWdTe[`[fS^[Ue[`fZW_aef
Sbbdabd[SfWb^SUW2<X`afiZWdWeZag^VfZWk
TWb^SUWV2
6a_b^WfWfZW_S`SYW_W`f^WUfgdWi[fZ
Sbbdabd[SfWXad_eaXfZWXgfgdWbWdXWUf!
Many of you (1 read)
last year’s study
which found no evidence of a connection between a
boss’s personality and company performance. Well, by
now, I hope you (2 also look at)
the notes I
sent you about my personal research which, by the time
3
it’s finished, ( prove)
more or less the
opposite and if by the end of today’s class you don’t
4
believe there is a link, then I ( not achieve)
what I set out to do. Before publishing
our results, both myself and a team of psychologists
5
( work)
day and night on this project. But
I know we’ll feel that (6 be)
worth it in the
end.
As 1 frequently alpha males are appointed to top jobs
in the computer industry it surprised many 2 probably
when Diane Green was appointed CEO of VMware.
The company sells software that makes data centres
more efficient and has 3 quietly become the world’s
fourth most valuable traded 4 publicly software
company.
Ms Green has already made her management style
clear to employees. Open communication is key to
her method and she 5 regularly grants interviews in
a glass walled office next to the entrance which she
pops out of 6 often to greet passers-by.
Consolidation
Active and passive
4dWfZWg`VWd^[`WVhWdTeSUf[hWadbSee[hW2
J]ZZkZgX]Vc\^c\ldgaYd[dca^cZVYkZgi^h^c\
' Xdc[jhZhbVcnWjh^cZhheZdeaZVWdjil]VigZVaan
ldg`h$?ihZZbhi]Vidca^cZk^YZd#WVhZYVYh( ]VkZ
WZZcegZhZci^c\i]ZW^\\ZhiY^aZbbVh$7iVgZXZci
7Y7\Z9dc[ZgZcXZi]VikZgnide^X) ]VhWZZc
Y^hXjhhZY$M]Vi* lVhWgdj\]iidi]ZYZaZ\ViZhÈ
ViiZci^dclVhi]Z[VXii]VidcanXZgiV^cXdciZci
ldg`hVcYi]ViXdciZcih]djaY+ WZYZh^\cZYWn
egd[Zhh^dcVaXdciZciXgZVidgh$HZhZVgX]h]dlh
i]Vil]ZcWjh^cZhhZh, \diheZX^Va^hihidYdi]Z
XVbeV^\ch"i]ZgZhjaihlZgZWZiiZg$J]Zdcan
egdWaZbl]^X]hZZbh- idWZaddb^c\dci]Z
]dg^odc^hl]Zi]Zgi]ZcdkZaind[dca^cZk^YZd
VYkZgi^h^c\. ^hlZVg^c\d[[dgcdi$
Have and get
6a_b^WfWfZWeW`fW`UWei[fZSXad_aXXQfU
adWUd!
$ J]ZnÈkZ_jhi
i]Zl]daZd[[^XZgZYZh^\cZY$
% :dndji]^c`h]Z
i]Zedhid[bVcV\Zg5
& M]nYdcÈindj
i]ZWdd`hX]ZX`ZYWnVc
VjY^idg5
' J]ZnVgZi]^c`^c\d[
]ZVY]jciZghidYd
i]ZcZlgZXgj^i^c\$
( J]Vc`hid]^hgdaZ^c\Zii^c\i]ZcZlXdcigVXi
]Z
VeVn^cXgZVhZ$
6ZaaeWfZWUaddWUfiadVadXad_aXfZWiadVe
[`[fS^[UeTW^ai!
CdhieZdeaZbVnYg^c`' `UbY_TYSQ\\i
Q``b_hY]QdU\iilda^igZhd[lViZgVYVnWji
i]Zn( QSdeQ\\i cicdU]QdYSQ\\iXdchjbZVWdji
i]gZZ^[i]ZlViZgi]Vi\dZh^cidi]Z^g[ddY^h
)dQ[U^Y^d_QSS_e^d RUY^WdQ[U^Y^d_QSS_e^d$
MZcZZYid* WUd XQfUi]Zg^X]"l]dXdchjbZ
Xdch^YZgVWanbdgZi]Vci]Zeddg"idgZYjXZ
i]Z^glViZgXdchjbei^dc^[VgZVaXg^h^h^h+ d_
RUQf_YTUT d_XQfURUU^Qf_YTUT$
8ni]ZZcYd[i]ZXdb^c\YZXVYZ[VgbZgh
, gY\\XQfUd_XQfUV_e^T gY\\XQfURUU^
VY^TY^WbdgZZ[[^X^ZcilVnhd[jh^c\lViZg
^[i]ZnlVciidXdci^cjZegdYjX^c\Zcdj\]
[ddY$?cXgZY^WaZVh^ihdjcYh"Wni]ZZcYd[
i]Z^gg^\Vi^dcegdXZhhVhbjX]Vh-&d[lViZg
jhZYWn[VgbZgh- g_^ÃdXQfU]QTUYd g_^Ãd
]Q[UYdidi]ZXgdeh"jhjVaanYjZidaZV`h$
8ji. XQfY^W WUddY^W[VgbZghidjhZlViZg
Z[[^X^Zcian^hdcandcZhiZeidWZiiZgn^ZaYh$
?[7[g^XV^hidhjgk^kZ"^il^aa/ XQfUd_XQfU
XQfUd_XQTbdgZYZXZcihZZYhVcYZcdj\]
[Zgi^a^hZgVhlZaaVh'&bQTYSQ\\i ceRcUaeU^d\i
^begdkZYeZhiXdcigda"hidgV\ZVcY
Y^hig^Wji^dcWnZcYd[i]ZcZmiYZXVYZ$
'&'
Vocabulary check
Usage
% CgffZWiadVe[`fZWUaddWUfYdagbe!
Proverbs
Zck^gdcbZciXVgWdc[ddieg^cihZVgX]
Zc\^cZ hjWdgY^cViZhcZlh[ZZYh
]VgVhhbZci hXVgX^in XdVX]^c\ hdX^Va
cZildg`^c\ CVX]^VkZaa^Vc ede#jeh
gZcZlVWaZZbedlZgbZcihc^eeZih
hjhiV^cVWaZ
6a_b^WfWfZWbdahWdTeTW^ai!
Resources
Power
E-marketing
$ Jld
VgZWZiiZgi]VcdcZ$
% :dcÈi_jY\ZV
Wn^ihXdkZg$
&
^hi]Zbdi]Zgd[^ckZci^dc$
' 7aaldg`VcYcd
bV`Zh@VX`V
YjaaWdn$
( ?[Vi[^ghindjYdcÈi
"ign"ign
V\V^c$
) IXgViX]bn
VcY?ÈaahXgViX]ndjgh$
* :dcÈi
ndjgX]^X`ZchWZ[dgZ
i]ZnÈgZ]ViX]ZY$
Career skills
Influencing
CgffZWV[S^aYgW[`fZWUaddWUfadVWd!
& 6a_b^WfWfZWfWjfTW^aii[fZfZWUaddWUf
Xad_aXea_WaXfZWiadVeSTahW!
Politicians can no longer allow big polluters to operate on
the 1
theory that the end justifies the
means. Producing short-term solutions with no concern for
2
their
and with little or no research being
done to find 3
solutions is creating nothing
short of an 4
disaster.
5
controllers, who feel intimidated by
companies, to impose the penalties that are in place would
be a start. Unfortunately many corporations consider
regulations merely as unnecessary 6
which
prevents them from doing their business efficiently.
S J]Vc`h$B^hiZc"idWZeZg[ZXian[gVc`
?Èbhi^aacdi`ZZcdci]Vi^YZVlZlZgZ
Y^hXjhh^c\$
T M]ZgZY^Yndj\Zi]daYd[i]Vi
^c[dgbVi^dc5
U DdegdWaZb"Wji?]VkZcÈiVadid[i^bZ$
V J]Vc`h[dgV\gZZ^c\idbZZil^i]bZ$
W Eci]Z\da[XdjghZId^[ndjWg^c\^ijeVi
i]ZcZmibZZi^c\¼
X 8ji?]VkZ^idc\ddYVji]dg^ini]Vi
bVcV\ZbZciVgZ
Y =gZVii^Z"Wni]ZlVn
Debating
' JZ[UZaXfZWeW`fW`UWeTW^aigeW\Y[US`V
QcUaddWUf^k2@S]WUaddWUf[a`eiZWdW
`WUWeeSdk!
$ MViZg^hcdiQcV^g"l]^X]^hVcZcYaZhhgZhdjgXZ$
% J]ZnVgZadd`^c\[dghjhiV^cVWaZhdaji^dch\Y[U
VaaXdbeVc^Zhh]djaY$
& I]ZVXihQci]dj\]h]Z^hi]ZWdhh$
' J]ZXdbeVcn^hh^c`^c\^cid[^cVcX^Vagj^cQcV
Ygdlc^c\bVc$
( >Zgjchi]ZXdbeVcn\Y[UVb^a^iVgndeZgVi^dc$
) <VXZWdd`VXihQcVc^ciZg[VXZ[dgbVg`ZiZgh$
'&(
6addWUffZW_[efS]W[`WSUZeW`fW`UW!
$ MZaXdbZididc^\]iÈhYZWViZl]^X]?]VkZi]Z
]dcdjgd[bdYZgVi^dc$
% MZVgZajX`n]Vk^c\VY^hi^c\j^h]ZYeVcZad[
heZV`Zgh$
& 7aadlbZid^cigdYjXZi]ZheZV`Zghl]dl^aaWZ
eVgi^X^eVi^c\ViidYVnÈhYZWViZ$
' J]Z]ZVai]VcYlZaaWZZcd[i]ZX^i^oZchd[djg
XdjcignVgZjcYZgY^hXjhh^dc$
( MZiV`ZbVcngZhdjgXZhVh\gVciZY$
) FZg]Vehi]Zbdhi^bedgiVcid[i]dhZgZhdjgXZ^h
lViZg$
* ?ÈaahiVgibnVg\jbZciV\V^chii]^hbdi^dcWn
ejii^c\hdbZ[VXihdji$