Business today

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GLOBAL COMPETENCES FOR THE WORLD OF WORK

P. Bowen • M. Cumino

BUSINESS T DAY

Philippa Bowen Margherita Cumino

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GLOBAL COMPETENCES FOR THE WORLD OF WORK

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CONTENTS 3 TYPES OF BUSINESS

SECTION 1

BUSINESS THEORY BUSINESS TODAY A Globalisation B Technological advancement CASE STUDY • Meet Flippy, the robotic fast-food chef!

C Diversity and inclusion D World instability E Environmental concerns IN THE MEDIA • The environmental impact of the fashion industry

18 20 21 22 24 26 27

1 THE BUSINESS WORLD

Economic systems KEY FIGURES • Adam Smith KEY FIGURES • John Maynard Keynes The public sector IN THE MEDIA • Water firms face criticism over beach sewage Economic indicators (1) GLOBAL CITIZENSHIP • The green economy Economic indicators (2) Economic indicators (3) GLOBAL CITIZENSHIP • Youth unemployment

28 30 31 32 33 34

72 74 76 77 78 79 80 82 84

Check your knowledge Summary map Build your business P C T O

88

INVALSI · Reading

90

Esame di Stato orale · L’impresa e lo spirito imprenditoriale

91

86 89

4 MARKETING

52

GLOBAL CITIZENSHIP • Online privacy

41 42 44

INVALSI · Reading

46

Esame di Stato orale · Gli indicatori economici

47

45

2 PRODUCTION

10

70

50

38 40

Summary map Build your business P C T O

KEY FIGURES • Dame Ellen MacArthur CASE STUDY • IKEA: leading the way in sustainable business Relocation of business operations Check your knowledge

68

The marketing concept 92 Market research 94 IN THE MEDIA • Trends in market research 95 The marketing strategy (STP) 96 IN THE MEDIA • Meet the Gen Z brand whisperers 97 The marketing mix 98 CASE STUDY • Apple: a marketing success story 100 KEY FIGURES • Steve Jobs 101 Branding 102 CASE STUDY • Famous brands: the story 104 behind their names Pricing 105 Digital marketing 106 IN THE MEDIA • TikTok ‘deinfluencers’ want 108 you to buy less…and more!

36

Check your knowledge

What is production?

Sectors of production Economies of scale Quality control Smart manufacturing IN THE MEDIA • Has the 3D printing revolution finally arrived?

GLOBAL CITIZENSHIP • The circular economy

Business structures (1) Business structures (2) Franchising CASE STUDY • McDonald’s: the world’s biggest franchise Start-ups IN THE MEDIA • Flow Hive: going with the flow Business growth IN THE MEDIA • Meta acquires VR fitness company, Within Multinationals Company internal organisation GLOBAL CITIZENSHIP • Corporate Social Responsibility (CSR)

48

53 54 55 56

58 60 62

Summary map Build your business P C T O

64

INVALSI · Listening

66

Esame di Stato orale · Il sistema produttivo

67

65

110

Check your knowledge

112

Summary map Build your business P C T O

114

INVALSI · Listening

116

Esame di Stato orale · La comunicazione

117

115

CONTENTS

5 ADVERTISING

Advertising structure and aims Types of advertising Advertising media Digital advertising Sponsorship IN THE MEDIA • Climate polluters accused of greenwashing with sports sponsorship CASE STUDY • Game On: the evolution of advertising in Fortnite Regulating advertising CASE STUDY • The ASA: regulating ads responsibly IN THE MEDIA • Cosmetic surgery adverts targeting under-18s banned

Check your knowledge

180

Summary map Build your business P C T O

183

122

INVALSI · Reading

184

124

Esame di Stato orale · La logistica

185

118 120

126 127 128 130 131 132

Check your knowledge Summary map Build your business P C T O

136

INVALSI · Reading

138

Esame di Stato orale · Il mondo della pubblicità

139

134 137

6 TRADE & COMMERCE

Home trade International trade GLOBAL CITIZENSHIP • Ethical trade IN THE MEDIA • The true cost of a banana

140

E-commerce CASE STUDY • Amazon: a smile that goes from A to Z Trade alliances Trade sanctions

148

Check your knowledge

154

Summary map Build your business P C T O

156

INVALSI · Listening Esame di Stato orale · Il commercio internazionale e le sanzioni economiche

158

142 144 146

150 152 153

182

8 BANKING & FINANCE

Commercial banks Banking for business Sources of finance Ethical banking CASE STUDY • Banca Etica: banking with a conscience GLOBAL CITIZENSHIP • Microcredit

KEY FIGURES • Muhammad Yunus Online banking Digital wallets IN THE MEDIA • My wallet never leaves my bedside Secure banking GLOBAL CITIZENSHIP • The unbanked IN THE MEDIA • UK banks are closing more than 1,000 accounts every day Central banks Stock exchanges Stock indexes

186 187 188 190 191 192 193 194 196 197 198 200 201 202 204 206

Check your knowledge Summary map Build your business P C T O

208

INVALSI · Listening

212

Esame di Stato orale · Il settore bancario e la finanza

213

210 211

157

159

7 LOGISTICS & INSURANCE Logistics Logistics 4.0 Transport IN THE MEDIA • Robots deliver groceries to Co-op customers Modes of transport Insurance IN THE MEDIA • Climate risks have made California uninsurable Marine insurance CASE STUDY • The Suez Canal: connecting continents Customs procedures Incoterms International trade documents

160 161 162 163 164 166 167 168 170 172 174 175

11

3 COMMUNICATION SKILLS

SECTION 2

AT WORK

221

Making phone calls Doing video conference calls Writing business letters Writing business emails Writing instant messages Writing business reports Present continuous • Prepositions of time: in, on, at

222

WORK TODAY A Today’s job market B Job stability IN THE MEDIA • Half of UK gig workers earn below minimum wage C Flexible working D Digital communication CASE STUDY • Zoom: from start-up to global giant E Employability skills

218 220

280 282 284

Check your knowledge

286

Check your skills

287

225

CASE STUDY • WhatsApp: connecting the world 288 Build your business P C T O 289

226

4 ENQUIRIES 228 230 232 234 236 238 240 242 243 244

Check your knowledge

248

Check your skills

249

CASE STUDY • Zappos: job interviews with a twist 250 Build your business P C T O 251

2 EMPLOYABILITY SKILLS PCTO

Meeting and greeting people 252 Socialising at work 254 Working in a group 256 IN THE MEDIA • Four players in a team 259 Problem solving 260 Negotiating 262 Describing visual aids 264 Giving presentations 268 Present perfect simple • should/shouldn’t • First and Second conditional

12

278

224

1 LOOKING FOR WORK ORIENTAMENTO Who am I? Career SWOT analysis IN THE MEDIA • Jobs of the future Job adverts Writing a CV Writing a covering letter The job interview Types of job interviews A personal elevator pitch Practising for a job interview Past simple • can: ability and possibility

274 276

Check your knowledge

270

Check your skills

271

CASE STUDY • Team Tactics: making corporate training fun!

Build your business P C T O

273

272

Telephone enquiries Telephone replies to enquiries Written enquiries Written replies to enquiries · Positive replies Written replies to enquiries · Negative replies will

290

Check your knowledge

300

Check your skills

301

292 294 296 298

CASE STUDY • Decathlon: transforming customer 302 service with AI Build your business P C T O 303

5 ORDERS & COMPLAINTS

Telephone orders Telephone replies to orders Written orders Written replies to orders · Positive replies Written replies to orders · Negative replies Telephone complaints Written complaints & adjustments First conditional

304 306 308 310 312 314 316

Check your knowledge

318

Check your skills

319

CASE STUDY • Blue Bottle Coffee: building loyalty 320 through subscriptions Build your business P C T O 321

6 PAYMENTS

The invoice 322 The packing list 324 Payment terms 235 IN THE MEDIA • How to mitigate currency risk in 331 international trade Written reminders about late payments 332 Present perfect simple with just, already, yet, still 334 Check your knowledge Check your skills 335 CASE STUDY • PayPal: the pioneer of digital 336 payments Build your business P C T O 337

CONTENTS

SECTION 3

CULTURE CULTURE TODAY A Global language B Global migration C Global inequality D Digital citizenship E War and peace

408

Check your knowledge

410

406

Summary map

411

342

INVALSI · Reading

412

344

Esame di Stato orale · La libertà

413

346 348 350

1 THE UK

The United Kingdom 352 Pre 20 century 354 20 century 356 21 century 358 People & society Multiculturalism in the UK 360 IN THE MEDIA • Britain isn’t a perfect melting pot 361 KEY FIGURES • Emmeline Pankhurst 362 KEY FIGURES • Margaret Thatcher 363 Economy The UK economy 364 Foreign trade 365 366 The impact of Brexit Natural resources 368 IN THE MEDIA • The fracking debate 369 Manufacturing 370 Services 371 GLOBAL CITIZENSHIP • The cost-of-living crisis 372 in the UK Politics The UK political system 374 Geography History

Check your knowledge

376

Summary map

377

INVALSI · Reading

378

Esame di Stato orale · L’immigrazione

379

2 THE USA

The United States 380 Pre 20 century 382 Early 20 century 384 Late 20 century 386 21 century 388 People & society A nation of immigrants 390 IN THE MEDIA • How much of Trump’s wall was 392 actually built?

A mosaic of cultural diversity 394 The transatlantic slave trade 396 KEY FIGURES • Rosa Parks 396 KEY FIGURES • Martin Luther King, Jr. Geography History

3 ENGLISH-SPEAKING COUNTRIES Ireland Australia New Zealand Canada India GLOBAL CITIZENSHIP • Gender equality in India KEY FIGURES • Mahatma Gandhi South Africa KEY FIGURES • Nelson Mandela

414 416 418 420 422 424 426 427 429

Check your knowledge

430

Summary map

431

INVALSI · Reading

432

Esame di Stato orale · English: la lingua internazionale

433

4 THE EU & THE UN

The European Union 434 History of the EU 436 KEY FIGURES • Robert Schuman 438 KEY FIGURES • Simone Veil 439 Main EU institutions 440 Next generation EU 442 GLOBAL CITIZENSHIP • The European 444 Green Deal The United Nations 446 UN structure 447 UN agencies 448 UN partners 449 GLOBAL CITIZENSHIP • The Universal Declaration 450 of Human Rights IN THE MEDIA • UN calls for reparations 451 to make amends for slavery Check your knowledge

452

Summary map

453

INVALSI · Reading

454

Esame di Stato orale · L’Unione Europea

455

INVALSI Reading LEVEL B1

456

397 398

Reading LEVEL B2

460

Listening LEVEL B1

466

400

Listening LEVEL B2

468

398

GLOBAL CITIZENSHIP • Civil rights in the USA today Economy The US economy Foreign trade Natural resources Manufacturing Services

GLOBAL CITIZENSHIP • Healthcare in the USA Politics The US political system

401 402 403 404

ESAME DI STATO • Seconda prova Strategie e suggerimenti / Prova guidata

471

13

BUSINESS THEORY

BUSINESS TODAY

p. 16

Unit

Build your business

1 THE BUSINESS WORLD p. 28

2 PRODUCTION

p. 48

3 TYPES OF BUSINESS

p. 68

4 MARKETING

p. 92

5 ADVERTISING

p. 118

6 TRADE & COMMERCE

p. 140

7 LOGISTICS & INSURANCEp. 160

8 BANKING & FINANCE

p. 186

THE ECONOMIC FRAMEWORK

STARTING A BUSINESS

CHOOSING A BUSINESS STRUCTURE

MARKETING A PRODUCT

ADVERTISING A PRODUCT

MAKING TRADING DECISIONS

ORGANISING TRANSPORT AND INSURANCE

FINANCING A BUSINESS

BUSINESS THEORY

4 MARKETING

STUDY • The marketing concept Online video • Market research • The marketing strategy (STP) • The marketing mix • Branding • Pricing • Digital marketing

EXPLORE In the media

• Trends in market research p. 95 • Meet the Gen Z brand whisperers p. 97 • TikTok ‘deinfluencers’ want you to buy less… and more! p. 108

THE MARKETING CONCEPT Until the 1950s, most companies assumed their business would be profitable if they produced high quality, durable goods that worked well. This productorientated model changed as competition grew and trade became more global. Today, business is very competitive, there is a wide range of goods and services, and a lot of companies offer similar things.

To be successful and meet organisational goals, such as sales and profit, a company must know the needs and wants of customers in the market, develop a product that meets these needs better than their competitors’ and convince potential customers to buy it.

The marketing concept makes prioritising customer satisfaction and addressing their needs the focal point of all business activities.

Today, most companies are market-orientated: they study the market to find out consumers’ preferences, such as quality and design, and the price that they would be prepared to pay for a product.

Case study

• Apple: a marketing success story p. 100 • Famous brands: the story behind their names p. 104

Key figures

• Steve Jobs p. 101

Global citizenship

• Online privacy p. 110

The term ‘market’ refers to the group of consumers that are interested in a product, have the money to buy it and are permitted by law to purchase it.

A company’s target market represents the group of people that it would like to sell to.

REVISE • Check your knowledge pp. 112-113 Summary map p. 114 Slide review 4 • Build your business p. 115

1 RESEARCH THE MARKET collect, record and analyse market data

THE MARKETING CONCEPT

6 PROMOTE THE PRODUCT advertising sales promotion

• INVALSI p. 116 • Esame di Stato orale p. 117 2 PLAN AND DEVELOP

5 PLACE THE PRODUCT

identify customer requirements

channels of distribution

THE CUSTOMER THE CUSTOMER

3 PRODUCE THE PRODUCT incorporate customer requirements

Source: www.netmba.com

92

4 PRICE THE PRODUCT

4

Marketing

The marketing process Marketing can be broken down into four main stages.

1

SITUATION ANALYSIS: during this phase, a company tries to identify opportunities to satisfy unfulfilled customer needs and wants, and evaluates its capability to outperform competitors. It also considers external factors (e.g. social or political) that might affect its success.

2

MARKETING STRATEGY: once the best opportunity has been identified, a marketing strategy can be developed. Market research helps the company choose a particular group of customers – its target market – and the product’s position (price, etc.) in relation to the competition.

3

MARKETING MIX DECISIONS: tactical decisions can then be made regarding aspects of the marketing mix (product, price, place and promotion).

4

IMPLEMENTATION AND CONTROL: at this stage, the marketing plan is implemented and the product is launched. But the marketing process doesn’t stop here. The results are monitored continuously and, if necessary, the marketing mix is modified to meet the customers’ changing needs.

1

THINK

1

2

3

4

What do you think a company’s priority should be when developing a business idea?

the product

2

customers’ needs and wants

3

the profit margin

KEY WORDS

Read and listen to the text about the marketing concept and match the terms (1-5) to the definitions (a-e).

052

1

product-orientated

a the group of consumers a company would like to sell to

2

market

b a business model that places importance on the product

3

target market

c the consumers that may want and be able to buy a product

4

marketing concept

d a business model that places importance on the consumers

5

market-orientated

e a philosophy that places the customer at the centre of all business activities

053 Read and listen to the text about the marketing process. At which stage (1-4) do these activities take place?

a

A specific target market is selected.

b

The company decides how much its product should cost.

c

The sales results are analysed.

d

The company considers its production capabilities.

e

The company tries to identify unfulfilled customer needs.

ONLINE VIDEO Go online and watch the video What is the Marketing Concept? by The Business Professor. Answer the questions.

1 How can a company measure customer satisfaction?

2 What is the difference between the benefits of a product and its cost?

93

BUSINESS THEORY

MARKET RESEARCH Market research is the process of collecting and analysing information about what people want, need and buy. It helps businesses understand their customers better, so they can make smart, informed decisions about the products and services they offer.

By analysing market research data about customers’ preferences and behaviour, companies can determine how to make their products and services more appealing, set the right prices, decide the best distribution channels and promote them effectively.

It is an essential part of the marketing strategy because a business needs to know as much as possible about its potential customers in order to reduce the risk of producing and selling the wrong goods.

Research methods PRIMARY OR FIELD RESEARCH

SECONDARY OR DESK RESEARCH

This is carried out directly with consumers. It’s designed to collect new information, called primary data. It’s a useful way of obtaining up-to-date and relevant information about the market, but can be expensive and time consuming. Research methods include:

This uses existing information from a variety of public sources, e.g. reports and statistics prepared by the government, or commercial sources, e.g. information collected by banks, newspapers and other businesses. It is a useful way of examining the entire market and analysing future market trends. This type of research is cheaper than field research, but the available data is not always relevant to a specific product and may be out of date.

• online, telephone or mail surveys; • consumer panels – product testing by groups of consumers;

• face-to-face discussions with consumer groups, e.g. focus groups and interviews.

Research analysis QUANTITATIVE DATA

QUALITATIVE DATA

This kind of information can be expressed as numbers and represented in graphs and tables (age, height, test scores, population size). It is usually collected via surveys and questionnaires.

It is used to describe, compare and analyse the entire market or a sample, but the information is sometimes superficial.

This kind of information is descriptive (opinions, beliefs, attitudes) and can’t be expressed numerically or measured using statistical methods. It is usually collected via discussions with focus groups. It is used to describe, explain and interpret the characteristics of a market or a sample, and provides more in-depth and detailed information.

94

4

1

THINK

2

054

Marketing

Have you ever taken part in an online survey or commented about a product or service?

Read and listen to the text about market research and complete the table.

Source of information

Primary/Field research

Secondary/Desk research

Research methods Advantages Disadvantages

3 What type of data, quantitative or qualitative, would be the most useful for these purposes?

1 to explore customer opinions of a new form of packaging 2 to track the sales of competing products 3 to find out how much teenagers spend per week 4 to evaluate customer satisfaction

IN THE MEDIA

Trends in market research As technology advances and societies evolve, companies’ market research methods are also changing.

The AI revolution: AI (Artificial Intelligence) is fast, smart and, thanks to Natural Language Processing (NLP), can understand written and spoken language in an increasingly similar way to humans. AI can analyse data rapidly to obtain focused, meaningful information and identify market trends in real time.

User-generated content (UGC): data privacy is a serious concern, and it’s becoming harder for companies to get primary data through surveys; even if customers agree to take part, they are often reluctant to answer all the questions. So companies are focusing on non-intrusive ways of collecting information, like encouraging customers to share content about the company through product reviews and feedback. This user-generated content solves data privacy issues because the information is shared voluntarily.

Social media listening: these days, most companies undertake social media research to understand their markets. Via social media listening, companies can track positive and negative comments about their product or service. Social media platforms also collect user data and share this with data collection companies, who sell it to companies to help with their marketing.

Source: Evening Standard

4

055

Read and listen to the article and answer the questions.

1 What can market researchers use AI for?

2 Why is it becoming increasingly difficult for companies to carry out surveys?

3 What is UGC and how can it help market research?

4 What do social media platforms do with the information you post online?

5 DEBATE Read the statement and decide whether you agree or disagree. Make a list of arguments that support your opinion and debate the topic in class.

Social media platforms should not be allowed to collect and use personal data.

95

BUSINESS THEORY

THE MARKETING STRATEGY (STP) The STP process is an essential part of any marketing strategy. STP stands for Segmentation, Targeting, and Positioning, and it allows companies to assess the market and identify their target audience, as well as determine the position of their product or service in relation to other offerings. The STP process serves as a strategic framework that assists companies in making informed marketing decisions to maximise their success in the marketplace.

The STP process divides the market into market segments: smaller groups with similar characteristics.

These segments can be:

• demographic (who?) e.g.

SEGMENTATION

age, gender, occupation, income;

• geographic (where?) e.g. country, region, urban, rural area;

• psychographic (why?) e.g. lifestyle, attitudes, personality;

• behavioural (how?) e.g. use of similar products, frequency of purchases, shopping mode.

TARGETING

It evaluates the potential and commercial attractiveness of each market segment and selects which market segment(s) to target with the product or service; this becomes the target market.

The target market influences the nature of the product, its price, where it is available and how it is promoted.

HIGH PRICE

LOW QUALITY

POSITIONING HIGH QUALITY

LOW PRICE

96

It develops a unique position for the product or service in the market, differentiating it from competitors. A market map illustrates the positions a product can take in the market in relation to two attributes, such as price and quality. For example, in the diagram on the left, there are lots of high price / high quality products and low price / low quality competitors’ products (x). The red circle indicates a gap in the market for standard priced / standard quality products, so this could be a good place to position a new product. Researchers study the target market to see if there is a demand for a new product in this position.

The company can then decide on an appropriate marketing mix for each selected segment, thinking about price, placing and promotion.

4

1

Marketing

Read and listen to the text about marketing strategy. Choose the correct answer: a, b or c.

056

1 Companies use the STP process to examine

4 The STP process helps understand where to

a

the market as a whole.

a

sell products.

b

one market segment.

b

distribute products.

c

their target group.

c

position products.

2 A company divides the market into

5 To calculate this, a company often uses

a

target markets.

a

a market map.

b

market segments.

b

market research.

c

urban areas.

c

competitor’s products.

3 Analysis of these helps the company select

6 The STP strategy helps develop an appropriate

a

a product.

a

market segment.

b

a target market.

b

marketing mix.

c

a product position.

c

product or service.

2 COLLABORATION In groups, construct a market map based on your knowledge of these ten clothes brands.

Zara • Primark • Stradivarius • Desigual • Benetton • Pull&Bear • Tezenis • Bershka • Shein • H&M

Choose from these attributes, then explain your market map to the class. high / low quality modern / traditional high / low price young / old customers

IN THE MEDIA

Meet the Gen Z brand whisperers If the C-level are an organisation’s highest-ranking members – the Chief Executive Officer (CEO), for example – the Z-level are their Generation Z counterparts, young, but not necessarily junior employees who advise companies on how to sell to their generation.

Gen Z, those born from the late 90s to the early 2010s, are a demographic group unlike any other: experts have found them to be the most diverse, well-educated and confrontational yet.

As the purchasing power of ‘zoomers’ grows, brands are keen to cater to them, but are unsure how to do it and that’s where the Z-level comes in.

Last June, the largest PR company in the world, Edelman, set up its Gen Harris Reed Z Lab with 250 Gen Z employees and 26-year-old British-American fashion designer Harris Reed as ‘ZEO’. The Gen Z Lab offers advice on diversity, identity, inclusivity, social justice and climate change. It also helps brands directly with advertising and corporate activism. Harris Reed says he is part of the generation that is ‘really pivoting towards change.’ If businesses don’t take notice of this, they’ll fail. ‘Friends of mine will only purchase from companies where they know what their money is going towards,’ he says. ‘Once your older clientele dies off, not to be rude, but who’s buying your product?’

Source: The Guardian

3

057

Read and listen to the article and answer the questions.

2 What do they do?

4 What did the PR company Edelman set up?

3 How do experts describe Gen Z?

5 Who’s Harris Reed?

1 Who are Z-level employees?

4 DISCUSSION In pairs or small groups, discuss what advice you would give companies trying to sell to young people today.

97

BUSINESS THEORY

THE MARKETING MIX The marketing mix, also known as the 4Ps of marketing, refers to the four key elements of marketing: product, price, place and promotion. By developing a strategy that considers all four components, a business can maximise its chances of a product being seen, recognised and bought by customers.

In a good marketing mix, the design and quality of the product compares well with competitors’ products, the price is attractive and competitive, the product is distributed to the right places at the time when it is needed and it is promoted efficiently.

From the 4Ps...

PRODUCT

PRICE

the features and appearance of goods and services

how much customers pay for a product The price of a product can be determined by both internal and external factors. Internal factors, like the cost of production, are important, but external factors, such as the price of competing products on the market, are often more influential as it is often the deciding factor between two similar products. Price is the most direct way a business can communicate the quality of its products and attract its target market ( see p. 105).

Companies can also use discounts, promotions and pricing strategies to encourage customer purchase and maximise profits.

Manufacturers use certain features of their products, such as design, shape, colour and size, to differentiate them from similar products offered by their competitors. These features become the product’s unique selling point (USP), and can be used for promotional purposes.

Branding ( see p. 102) is another effective way to differentiate a product. A brand name is a trade name that is exclusive to the company that has registered it.

People are often very brandconscious, so a recognisable brand name can help to sell a product. Examples of well-known brands include Marketing Nike and Barilla.

mix

PROMOTION

PLACE

how customers are informed about products

the point where products are made available to customers

Promotion is the process of making a business and its products known to potential customers.

A promotional campaign typically consists of a combination of elements, such as advertising, sales promotions and public relations.

The promotional methods that are chosen depend on the size of the market and the resources available to the company.

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Place refers to how products are distributed and the point where they are put on sale. In order to determine this, companies need to consider how and where the target market prefers to shop. The type of product will also influence the choice of distribution channel. For example, food products such as bread and milk, need to be widely available and sold quickly, so producers may deliver them directly to retail outlets. Nonperishable products like books, electronics or clothes, on the other hand, may be sold in bulk to wholesalers for distribution or sold directly to customers online.

4

Marketing

... to the 7 Ps These days most companies extend the marketing mix to encompass 7Ps. This extended marketing mix helps businesses develop a deeper understanding of how to meet the needs and expectations of customers, especially when the product is a service not a physical product.

PHYSICAL EVIDENCE Tangible elements, like packaging or environment in which a service is delivered. For example, the design and furnishings in a hotel can help create a positive impression on the guests.

PRODUCT

PROCESS The customer experience, from the initial contact with the product or service to the post-purchase follow-up and the way in which customer queries are handled.

PRICE

PEOPLE The customer service and sales staff that interact with customers and contribute directly to the quality of service by creating a positive image for the company.

1

058

PLACE

PROMOTION

Read and listen to the text about the marketing mix and choose the correct alternative.

1 The traditional 4P marketing mix considers product, price, promotion and packaging / place.

2 A USP relates to a product / price.

3 A registered name given to a range of products is known as a trade / brand name.

4 Price is influenced more by external / internal factors.

5 Place refers to where and how products are made / distributed.

6 Product tasting in supermarkets is a type of distribution / promotion.

2 Think of a product you would like to buy and find out its marketing mix.

3 DISCUSSION In pairs or small groups, choose a service in your local area, for example, a post office,

restaurant, hotel, gym, museum etc., and discuss the role of physical evidence, people and process in its marketing mix. Think about: customer service and staff interaction with customers the customer experience from initial contact to the post-purchase follow-up how tangible elements, such as the environment, help create a positive impression

4 DEBATE Read the statement and decide whether you agree or disagree. Make a list of arguments that support your opinion and debate the topic in class.

People are the most important element of any service or experience.

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BUSINESS THEORY

CASE STUDY

Apple: a marketing success story Apple is a US computer and consumer electronics company. It was founded in 1976

by Steve Jobs, Steve Wozniak and Ronald Wayne and has grown to become one of the most valuable and well-known brands in the world.

In 2022, it was voted the world’s best global brand for the 10th consecutive year!

A large part of Apple’s lasting and phenomenal success is due to its marketing strategy, marketing mix and the creation of a brand identity that keeps existing customers loyal and promises new customers the chance to join an elite and exclusive club. How does it do that? Here’s how.

1 Simplicity Research shows that brands which simplify customer decision making are more likely to sell products and be recommended to others. Apple has simplified all aspects of its marketing from its logo to its product names and promotion. It lets the products speak for themselves and it doesn’t bombard the consumer with a lot of technological information. Its marketing relies on simple images and short, easy to understand messages.

2 Selling an emotion and lifestyle Apple’s target market is high-end product users and it knows them well: how they think, the language they use and, in particular how they want to live their lives. The marketing doesn’t try to sell storage space or battery life, but concentrates on selling the perception of happiness and a cool lifestyle. This has helped it build a community of loyal fans around the world.

3 Mystery and hype Apple creates excitement and anticipation by keeping aspects of its new products secret and only gradually releasing information. This makes the target audience curious and motivates them to search for and share information. As a result, the company turns the target market into fans.

4 Product placement Product placement is an integral part of Apple’s marketing. It works closely with Hollywood, for example, and its products have been featured in films and TV series like Iron Man, The Big Bang Theory and Stranger Things. This reduces the amount of money spent on advertising while showcasing its products to audiences of millions.

5 Customer experience A positive customer experience during the entire customer life cycle is very important. Apple’s specially designed sales outlets give people a unique in-store experience and the opportunity to try before they buy. The packaging is clean and elegant and the products are innovative, but extremely user-friendly, which generates a high level of customer satisfaction. If something goes wrong, there is a customer support team in each store to help resolve problems quickly and efficiently.

6 High perceived value Apple has targeted its market well, successfully creating a brand identity which potential customers perceive to be high-quality and elite. This means they are willing to pay a higher price than they would for other similar products, which is why the company is more successful than its competitors.

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KEY FIGURES

1

Make a list of Apple products. Think of five adjectives you would use to describe them.

2

Read and listen to the case study and complete the sentences with a maximum of four words.

THINK

059

INVALSI

1 Over a period of 10 years, Apple was voted the world’s ............................................................................................................ .

2 Apple’s simple marketing doesn’t include a lot of ............................................................................................................ .

3 It targets its potential customers by selling happiness and ............................................................................................................ .

4 The company withholds information about its new products to make the target audience ............................................................................................................ .

5 Apple works with the film industry to ensure that its products are often shown in .................................................................................................. .

6 Apple’s stores give potential customers the chance to ............................................................................................................ .

7 The products are innovative but user- ............................................................... .

8 Customers are willing to pay a lot of money because the brand is ............................................................................................................ .

3 DISCUSSION Discuss in class what you think the most important aspects of Apple’s marketing strategy are.

Marketing

Steve Jobs (1955-2011) Steve Jobs started work as a video game designer in 1974. Two years later, he co-founded Apple with Steve Wozniak and Ronald Wayne. Their first computer was built in his garage with money obtained by selling his Volkswagen minibus and Wozniak’s programmable calculator.

It changed the public’s idea of a computer from being a huge machine for scientific use to a handy home appliance for everyone.

In 1980, Apple became a public corporation, with Jobs as chairman.

Management conflicts led him to leave in 1985, but he returned as CEO in 1996. Over the following years, Apple became an industry leader and one of the most valuable companies in the world. Jobs was considered a visionary and a genius, who helped launch revolutionary products like the iPad and the iPhone.

Jobs died in 2011 at the age of 56.

In 2022 he was posthumously awarded the Presidential Medal of Freedom.

4

060 Read and listen to the text about Steve Jobs and answer the questions.

1 What was Jobs’ first job?

2 Where was the first Apple computer built?

3 How was it funded?

4 When did Apple become a public corporation?

5 How long did Jobs leave Apple for?

6 When did he become the CEO? 7 How did Apple’s fortunes change then?

8 What was Jobs awarded in 2022?

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BUSINESS THEORY

BRANDING Branding is a technique used by companies to differentiate their products and make them stand out from the competition. A brand identity is built through marketing and promotion, and a strong brand can generate customer loyalty, even when there are cheaper alternatives available, e.g. some people choose to buy branded biscuits, such as Mulino Bianco, over cheaper unbranded versions.

Brand names A crucial part of developing brand identity is to create a brand name. A good brand name should give the product a positive image and be easy to say and spell. Brand names can be created in different ways. For example, they can be: • a family name, McDonald’s; • an acronym, Fiat (Fabbrica Italiana Automobili Torino); • a combination of names, Adidas (from the inventor Adi Dassler); • a different language, Volvo (Latin for ‘to roll’); • an invented word, Google; • a geographical name, American Airlines; • a descriptive name (describes the product or service), General Motors.

A brand name can identify both the company and its products, for example Apple, Microsoft or Ford. In other cases, products themselves can have distinct brand names compared to the company. Did you know, for example, that the multinational Procter & Gamble produces Duracell batteries, Pantene shampoo, Gillette razors and was also the original producer of Pringles crisps?

The most successful brand names have the potential to become synonymous with an entire product category.

In the UK, for example, a vacuum cleaner is often referred to as a ‘hoover’ because the company Hoover dominated the vacuum cleaner industry during the 20th century. Other examples are scotch, jeep and K-way.

Branding can also be important for retailers, for example, some large supermarket chains create brands for the products they sell. They buy products from manufacturers and market them under their own name or a new brand name, usually at a lower price. Own-brand products now account for a large percentage of supermarket sales.

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Getting it wrong!

Companies need to be very careful of the brand name they chose if they export their products abroad because unfortunate translations can create huge problems! For example, Mercedes-Benz entered the Chinese market under the brand name ‘Bensi’, which unfortunately means ‘rush to die’ in Chinese! They had to quickly change the name to ‘Benchi’, which translates as ‘run as fast as flying’.

Logos Logos are a very important element of branding. A well-designed DID YOU KNOW? logo helps a company stand out in a crowded market, builds brand A logo is an important element recognition, and helps create a sense of trust and loyalty among of a brand. 94% of the world’s customers. population recognise the red Logos serve as visual representations of a company’s identity and and white Coca-Cola logo! values. Each logo has a unique story behind its design. For instance, Nike’s swoosh represents motion and speed, in line with the brand’s athletic image.

Designing a logo can vary in cost, depending on the complexity of the design, the reputation of the designer, and the needs of the company. Small businesses might spend a few hundred dollars, while larger companies invest thousands or even millions of dollars in logo creation.

1

THINK

Which logos do you recognise? What brands do they represent?

1 ..........................................

2

061

2 ..........................................

3 ..........................................

4 ..........................................

5 ..........................................

Read and listen to the text about branding and answer the questions.

1 Why do companies brand their products?

2 How can a strong brand help companies?

3 What can a brand name identify?

4 What word is often used in the UK to refer to a vacuum cleaner? Why? 5 Why can brand names create problems when companies export their products?

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BUSINESS THEORY

CASE STUDY

Famous brands: the story behind their names Jeff Bezos, the founder of Amazon, originally wanted to call the company Cadabra, short for the magician’s phrase ‘Abracadabra’.

The name was rejected, however, after a lawyer misheard the name and thought it was ‘cadaver’, meaning ‘dead body’! Then Bezos suggested the Relentless, but was told that it sounded dark and menacing. Eventually, he looked in a dictionary and chose ‘Amazon’ because it was an enormous place that was exotic and different.

The word also started with an A, which meant that it would come top of an alphabetically-ordered list.

Believe it or not, the famous search engine was originally named BackRub! The founders, Larry Page and Sergei Brin, called it this because the program analysed the web’s ‘back links’ to understand how important a web site was. However, they decided that BackRub didn’t reflect the enormous amount of data that they were indexing and started to look for another name. The word ‘googol’, which represents the digit 1 followed by 100 zeros was suggested during a brainstorming session, but, when someone checked to see if the domain name was free, they accidently wrote google.com instead of googol.com. Larry Page liked that name even better and immediately registered it! Over the years the brand name has entered the English language and is now often used as a verb: sentences like ‘Have you googled that?’ or ‘Try googling that’, have become normal.

Today, Nike is an iconic brand and its famous swoosh is well-recognised, but did you know the company was originally called Blue Ribbon Sports? That was the name athlete, Phil Knight, and his coach, Boll Bowerman, chose in the 1960s. It lasted until 1971, when the company was almost renamed Dimension Six, but at the last minute an employee suggested the name Nike, after the Greek goddess of victory. He said the name had come to him in a dream!

1

062

Read and listen to the case study. Match the companies to their original names.

1

Amazon

a BackRub

2

Google

b Blue Ribbon Sports

3

Nike

c Cadabra

2 DISCUSSION In pairs or small groups, write down the first brand name that you think of in these categories. What perception do you have of these brands? Share your answers with the class. fast food • soft drinks • jeans • phones • sports shoes • cars • clothes

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PRICING Price is a crucial component of a company’s market strategy and plays a significant role in determining the success of a product or service in the market. The price of a product can depend on internal factors, like production costs, and external factors, like the prices of competing products in the market, supply and demand, or the state of the economy. Price is the most direct way for a company to communicate the quality of its products: a higher price can signal higher quality, exclusivity, or uniqueness, while a lower price may attract pricesensitive customers.

Companies set pricing objectives to achieve specific goals. They may aim to maximise profits, increase market share, match competitors’ prices, or penetrate new markets. Companies can use various pricing strategies to achieve their objectives. Some common types of prices include: • penetration price: offering a low price to enter the market quickly and gain market share; • odd (or psychological) price: setting prices just below round numbers, like $9.99 instead of $10, to create the perception of a better deal; • economy price: offering a lower price than competitors for a product of lower quality or fewer features; • luxury price: setting a higher price to convey exclusivity, premium quality, or unique features; • promotional price: temporarily reducing prices to boost sales or attract customers during specific periods or events.

Companies may adjust prices over time based on market conditions, customer demand, or changes in production costs.

1

063

Read and listen to the text about pricing and answer the questions.

1 What role does price play in a company’s market strategy?

2 What are the two types of factors that can influence the price of a product?

3 What does a higher price communicate to the customer about the product?

4 Why and when may a company consider penetration price strategies?

5 What is the motivation behind odd price strategies?

2

CRITICAL THINKING

In pairs or small groups, discuss the following questions.

1 How much does the price of a product influence your decision to purchase it? Why? 2 Can you think of any examples where you paid a higher price for a product because you thought it was better quality or offered additional value? Explain your reasoning.

3 Have you ever chosen a cheaper product over a more expensive one, even though you knew the quality might be compromised? What factors influenced your decision?

3

DIGITAL COMPETENCES Choose a well-known company or brand. Go online and find out more about its pricing strategy. In your opinion, is it successful? Why? Why not? Present your ideas to the class.

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BUSINESS THEORY

DIGITAL MARKETING Today, the Internet is the main way people become aware of, look for and buy new products and services. As a result, it has become vital for companies to develop digital marketing strategies to reach their target markets. According to LinkedIn, 55% of all marketing is now digital and, on average, businesses dedicate 72% of their overall marketing budget towards digital marketing channels. Digital marketing channels are the tools and platforms that can be used to create and transmit marketing materials to create brand awareness and accelerate sales.

CHANNELS Websites A website is a key part of a company’s digital marketing strategy. It builds credibility, looks professional and helps maintain a presence online.

Quality images and compelling content can help a brand stand out from its competitors and attract more customers.

Social Media Marketing (SMM) SMM uses platforms like Instagram, TikTok and Facebook to market products, engage with existing customers, and reach new ones. Strategies include audience-targeted advertising, the use of interactive chatbots and social media influencers. It encourages customer interaction by inviting people to like, comment, and share posts, photos, and videos.

Content marketing This involves creating online material that doesn’t directly promote a brand, but encourages interest in its products or services. Popular channels include videos, blogs and podcasts. Video marketing is rapidly gaining in importance: around 5 billion YouTube videos are viewed every day and brands are taking advantage of this large audience.

Email marketing This is still a popular channel, with over 4 billion email users worldwide.

Businesses use it to send newsletters, information about product launches and sales, make shopping suggestions, and remind customers to keep shopping.

It’s highly effective: it’s estimated that companies make $36 for every $1 invested. Mobile-friendly emails are also essential, as 40% of over-18s open emails on their phones.

Search Engine Optimisation (SEO) Around 64% of marketers still invest in search engine optimisation, as most of their potential customers use Google to find products and services. Mobile optimisation is a top SEO tactic as 60% of customers contact a business directly on their phones after finding it on a search result. Keywords are essential for good search results, and there has been a 900% increase in the use of keywords like ‘near me’ and ‘today/tonight’ over the past two years.

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Digital marketing challenges Digital marketing can be challenging. Businesses must keep up with customer expectations, whilst trying to follow the latest technological developments and trends.

To do this effectively they often make use of digital marketing agencies, i.e. specialised agencies that deal exclusively in marketing to consumers through digital channels.

Some of the challenges they face are: • a customer-centric market: 66% of users expect companies to understand their unique needs and expectations and 52% expect offers to be personalised; • the need to create engaging content: agencies must continuously invent new and innovative ways to present content and communicate with customers; • complying with privacy and data sharing regulations: agencies must be aware of privacy laws in different countries and keep up to date with evolving regulations; • the need for a mobile-friendly approach: today, more than 50% of online shopping is done via a mobile device, so companies need to make sure that their marketing is optimised for mobile viewing; • omnichannel marketing strategies: businesses need to invest in omnichannel efforts, including email, social media, company websites, search engine optimisation and their own company websites. 74% of customers have used multiple channels to start and complete a transaction.

1

THINK Do you notice marketing content when you use social media? Does it influence you? Why? Why not?

2

064 Read and listen to the text about digital marketing and decide if the statements are true (T) or false (F). Correct the false statements.

1

More than half of all marketing is now digital.

2

Email marketing isn’t very effective.

3

Companies often outsource digital marketing to external agencies.

4

Privacy laws are the same all over the world.

5

Over half of online purchases are made via a mobile device.

PODCAST

3

Listen to a podcast about careers in digital media. Complete the table with information about Ellie’s job.

Job title: ............................................................................................................

Job role: ............................................................................................................

Typical daily tasks: ..........................................................................................

065

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

Job requirements (qualifications and skills):

4

Go online and find out more about one of these digital marketing jobs.

Complete a table like the one in Ex. 3 and create your own podcast about the digital marketing job you chose. Then discuss the jobs in class. Would you like to do them? Why? Why not?

Graphic Designer • SEO Specialist • Data Analyst • Content Creator • Videographer ORIENTATION

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

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BUSINESS THEORY

IN THE MEDIA

TikTok ‘deinfluencers’ want you to buy less… and more!

At a time when consumers are inundated with social media influencers promoting the latest products, a growing number of TikTok users are telling people what not to buy instead.

The trend, called ‘deinfluencing’, is a stark contrast to prior trends like #TikTokMadeMeBuyIt, where consumers showed off the products they had purchased after seeing them on the social media app.

These days, TikTokers are telling their followers which products aren’t worth the money, or urging them1 to resist indulging in trends. Some influencers are criticising beauty and skincare items that make big promises but don’t deliver. And others are telling their followers to avoid hair stylers and water bottles TikTok itself helped popularise.

Hashtag #deinfluencing videos have had over 150 million views in just a few months. It isn’t clear how the trend originated, though one of the first TikTok videos came from a former employee of Ulta and Sephora, who listed frequently returned products at the beauty stores.

TikTok trends come and go and criticisms of consumerism aren’t new. Still, influencers who hop on the deinfluencing trend could be seen as more trustworthy and use the opportunity to support credibility, said Abhisek Kunar, a university marketing lecturer, who has studied how Gen Z interacts with content creators.

One of his studies showed young shoppers typically ignore influencer campaigns they believe to be controlled by companies.

Brand deals and influencers have become almost synonymous over the years, but consumers look for authenticity and those seen as inauthentic often have their reputation damaged.

GLOSSARY urging them: li esortano

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#deinflu

encing

4

Marketing

For example, Mikayla Nogueira, a makeup artist with 14.4 million followers, was accused of wearing fake eyelashes while promoting a L’Oreal mascara in a sponsored video by the brand.

The temptation to make money, however, can be hard to overcome. Many influencers earn their living from the content they produce, often in collaboration with brands. Such partnerships have exploded in the past decade, according to Influencer Marketing Hub, which says the influencer marketing industry has reached over $16 billion a year. However, the longer the deinfluencing trend continues, the more it becomes something of a paradox: the hashtag is being used by some users to criticise certain products and then turn around and offer alternatives – essentially influencing their followers to buy more, not less. One TikToker, for example, whose deinfluencing video got more than a million views, has recommendations for other products listed on her Amazon Storefront – where she earns commission from purchases made using affiliate links.

Mandy Lee, a fashion critic and freelance writer, recently posted a video supporting the deinfluencing trend. She added, however, that she would be sceptical of any influencer who is participating in this conversation for the first time just because it’s a trend. ‘It’s hard for me to trust someone who’s never done a video about products before but are suddenly doing it now,’ said Lee. ‘I would question whether or not it’s genuine.’

Source: AP (Associated Press) News

1

THINK What do you think the term deinfluencer means? Have you seen any deinfluencing video clips on TikTok?

2

066 Read and listen to the article, then choose the best answer: a, b or c.

3 Read the article again and find: 1 the number of views #deinfluencing clips have had recently.

1 The article is about a

a new social media trend.

2 what Abhisek Kunar has studied.

b

a famous deinfluencer.

c

the TikTok social media platform.

3 the type of influencer campaigns that young people typically ignore.

4 the value of the influencer marketing industry.

2 Deinfluencing is the opposite of other trends focusing on a

beauty and skin care items.

b

consumerism.

c

brands.

3 As the trend of deinfluencing grows, it risks becoming a

less authentic.

b

a new career.

c

outdated.

4 Some users may post videos just because a

they hate a product.

b

it’s a trend.

c

they want publicity.

5 the reason why the deinfluencing trend is becoming something of a paradox.

6 what Mandy Lee would be sceptical of.

4

CRITICAL THINKING In pairs or small groups, discuss the questions.

1 Which social media influencers do you consider to be the most credible? Why? 2 Have you ever bought anything you saw on TikTok? 3 Do you support the deinfluencer trend?

Why? 4 How can deinfluencing be used to create positive social change?

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BUSINESS THEORY 9 INDUSTRY, INNOVATION AND INFRASTRUCTURE

GLOBAL CITIZENSHIP

One of the aims of this goal is to significantly increase access to information and communications technology.

Online privacy Every time you go online, you give out information about yourself, for example, your hobbies, the products you are thinking of buying or where you are planning to go on holiday. This data is collected by cookies – small text files sent to your browser by a website that you visit. Some of the cookies are necessary for technical purposes but website operators also allow other companies, called ‘third-parties’, to install cookies that analyse your behaviour. Using this technique, enormous databases can be created with up-to-date digital profiles of all Internet users. The data is sometimes very personal and can include name, age, gender, location, email address, search history, social media activity, education level, financial situation, political orientation, health and more. Companies can use this data in their marketing. That’s why you often receive targeted advertising in your social media feeds! You might not mind that, but there are a lot of risks as well.

For example, an insurance company could charge a lot for medical insurance based on your medical history or politicians could send targeted political information to influence your voting behaviour.

That is the reason why our data is protected by privacy rules and laws.

The General Data Protection Regulation (GDPR) The General Data Protection Regulation is an EU law that came into effect in May 2018.

It strengthens data protection for all EU citizens, and provides a framework for how businesses and public sector organisations should handle our private information. The basic principles are: • more transparency: companies are legally obliged to tell you, on request, the type of data they store about you, what they are using it for and how long it will be kept. Consent forms for the use of data must be clear and simple. It must also be as easy to withdraw consent as it is to give it;

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• more self-determination: people have more control over their data. Website operators are only allowed to collect the minimum amount of data from users unless they have given their consent. And, if there is no reason to store the data, they must delete it when requested; • right to privacy: data can only be used for a specified and legitimate purpose. If you apply for a credit card and give personal financial information, for example, the bank mustn’t use your data for any other purpose or share it with others. Data which isn’t relevant to the purpose shouldn’t be collected; • access to data: people have the right to ask organisations, like their bank, what data is held about them, why and where it is being held. They also have the right to ask for a copy of their personal data, free of charge, to check it’s accurate; • stronger enforcement: data protection authorities can now issue bigger fines – up to $20 million or 4% of a company’s annual turnover.

1

2

Do you know what website cookies are? Do you usually accept or refuse them?

Why? THINK

3 Which of these is not an example of private and personal data? a

The street names in a town.

b

Your date of birth.

c

Your pet’s name.

Read and listen to the text about online privacy, then choose the correct answer: a, b or c.

4 The GDPR is

1 Third-party cookies are placed on websites by

a

a framework for consumers.

067

a

website operators.

b

an EU law regulating the right to privacy.

b

other companies.

c

a way for a bank to access data.

c

cybercriminals.

5 Companies can only collect your data if it’s

2 Third-party cookies are used

a

private and personal.

a

for technical reasons.

b

relevant to the purpose at hand.

b

to connect the website to the Internet.

c

controlled by the customer.

c

to collect and analyse users’ personal data.

3 DISCUSSION How do you keep your private

information safe online? Compare your answers with the class.

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BUSINESS THEORY

Check your knowledge THE MARKETING CONCEPT

p. 92

1 Match the start of the sentences (1-5) to the endings (a-e).

1

Until the middle of the 20 century, most companies

a is its target market.

2

The group of people a business wants to sell to

b know its customers’ needs and wants.

3

If it wants to be successful, a company must

c were product-oriented.

4

A company’s product should meet customers’ needs

d is the focus of all business activities.

5

In today’s marketing concept, customer satisfaction

e better than its competitors’ products.

2 Complete the text with suitable words and phrases.

The marketing process has main stages. In the first stage, called , a company identifies opportunities to meet the customers’ unfulfilled needs and wants. It also assesses its ability to outperform and considers factors that may impact its success, like social or political factors. Once the best opportunity is identified, the company develops a . Market research is conducted to select a target market and determine the product’s position in relation to competitors. Tactical decisions regarding the marketing mix, including product, price, place, and , are then made. The next stage involves implementing the and launching the product. After this, results are continuously monitored and, if necessary, the marketing mix is adjusted to meet the changing needs.

MARKET RESEARCH

p. 94

3 Complete the text with the words and phrases.

qualitative • field • consumers • existing • collect • quantitative • appeal • methods Market research is used to and analyse information about the marketplace. Two main are used to collect information: primary or research involves obtaining new information directly from , while secondary or desk research uses sources of information. When doing research, companies collect two main types of data: data which can be numerical and represented in charts and graphs, and data, which is descriptive information about people’s opinions, attitudes and beliefs. By analysing market research data, companies can ensure their products and services to the target market.

THE MARKETING STRATEGY (STP)

p. 96

4 Answer the questions.

1 What does STP stand for and what does the STP process help companies do?

2 Name the four ways markets can be divided into segments.

3 What is a market map?

4 What do market researchers use market maps for?

THE MARKETING MIX

p. 98

5 Match the terms (1-7) to the definitions (a-g).

112

1

product

a how much customers pay for a product

2

place

b tangible elements, like packaging or environment

3

price

c customer experience, from initial contact to post-purchase follow-up

4

promotion

d the point where products are made available to customers

5

physical evidence

e customer service and sales staff that interact with customers

6

process

f the features and appearance of goods and services

7

people

g how customers are informed about products

4

Marketing

6 Write which P of the marketing mix (Product, Price, Place, Promotion, Physical evidence, Process, People) the following things are.

1 discounts

5 logistics

2 design

6 public relations

3 packaging

7 customer service

4 adverts

8 shape and colour

BRANDING

p. 102

7 Complete the sentences with the words and phrases.

brand identity • invented • lexical • brand name • products

1 A company can create a strong 2 A good

through marketing and promotion.

should be easy to say and spell.

3 Some brand names like Google are

.

4 Brand names can represent the company and/or its

, like Apple for example.

5

brand names, like Krispy Kreme, rely on wordplay to be memorable.

PRICING

p. 105

8 Answer the questions.

1 What are the two types of factors that can influence product price?

2 What does a high price communicate about the product?

3 What is a penetration price?

4 Why are prices often set just below round numbers, like €5,99?

5 Why might a company set a very high, luxury price?

DIGITAL MARKETING

p. 106

9 Choose the correct answer, a or b.

1 What is the purpose of having a website for a company’s digital marketing strategy? a

To create online material.

b

To attract more customers.

2 Which platforms are commonly used in social media marketing (SMM)? a

Instagram, TikTok, and Facebook.

b

YouTube, Pinterest, and WhatsApp.

3 What is the main goal of content marketing? a

Directly promoting a brand’s product or service.

b

Encouraging interest in a brand’s product or service.

4 How does email marketing benefit businesses? a

It helps increase the number of email users worldwide.

b

It generates a high return on investment (ROI).

5 What is a top tactic in search engine optimisation (SEO)? a

Investing in paid search advertising.

b

Using popular keywords like ‘near me’ and ‘today/tonight’.

113

BUSINESS THEORY

Summary map

Summary map video

Video script

Slide review

MARKETING THE MARKETING CONCEPT

MARKET RESEARCH

THE MARKETING STRATEGY

THE MARKETING MIX

the potential customer is at the centre of all a company’s activities 4 main stages:

THE MARKETING PROCESS

RESEARCH METHODS

primary/field research: direct contact with customers secondary/desk research: existing information

RESEARCH ANALYSIS

quantitative data: charts, graphs, numbers, etc. qualitative data: descriptive information (opinions, beliefs and attitudes)

SEGMENTATION

market segments: demographic, geographic, psychographic and behavioural

TARGETING

identify target market: nature, price and promotion of the product/service

POSITIONING

identify unique position in market for product/ service and marketing mix

4 PS

1 PRODUCT

7 PS

5 PHYSICAL EVIDENCE

BRANDING

brand identity & brand name

DIGITAL MARKETING

CHANNELS

114

situation analysis marketing strategy marketing mix decisions implementation and control

2 PRICE

PRICING

3 PLACE

6 PROCESS

4 PROMOTION

7 PEOPLE

price depends on: • internal factors, e.g. production costs • external factors, e.g. competitors’ price(s)

websites, social media marketing, content marketing, email marketing, search engine optimisation

P C T O ORIENTAMENTO

Build your business

Build your business Competenze chiave e di cittadinanza

MARKETING A PRODUCT OR SERVICE

• Competenza multilinguistica • Competenza imprenditoriale • Competenza in materia di consapevolezza ed espressione culturali • Competenza alfabetica funzionale • Competenza digitale

Work skills

Step 1 Choose your target market and position your product The STP process will serve as a framework for all your marketing decisions.

1 Make a list of market segments with similar characteristics.

2 Evaluate the potential and commercial attractiveness of each segment and select one as your target market.

• Decision-making • Online research • Presentation skills • Critical thinking

Interdisciplinary links

3 Decide where to position your product or service in relation to its competitors, e.g. high quality/high price vs low quality/low price.

• Economia Aziendale • Economia Politica • Relazioni Internazionali per il Marketing

Step 2 Select your marketing mix Think about the four key elements of marketing.

1 product

How can you differentiate your product/service from similar products? What is its USP?

2 price

How much should your product/service cost?

How will this attract its target market?

3 place

Where should it be made available to customers?

Should it be sold online? If so, how?

4 promotion

How do you plan to promote your product/service?

What advantages will this type of campaign have for your company?

Step 3 Create a brand identity It is essential to create a strong brand identity.

1 Think of an attractive brand name for your product/service.

Will this be the same as your company name or different?

2 Design a logo to help with brand recognition.

How will it shape public perception of your product/service?

Step 4 Present your marketing strategy Prepare a presentation using a method of your choice to present your marketing strategy. Include information about: the target market and positioning the marketing mix branding

115

BUSINESS THEORY

INVALSI 1

068 Listen to Thomas Flynn talking about jobs in digital marketing. While listening, complete the sentences (1-6) using a maximum of four words. The first one (0) has been done for you.

0 A career in digital marketing offers many job opportunities .

Q1 A Digital Customer Relationship Manager uses technology to improve

.

Q2 A person who enables website content to be easily found on search engines is

.

Q3 If you enjoy creating web content like blogs, you could become

.

Q4 Thomas Flynn works as a

.

Q5 Thomas has got a degree in

.

Q6 Thomas really likes his job because it offers

.

2

Listen to a podcast about marketing and psychology. While listening, tick (✔) the correct ending (A, B, C or D) for the sentences (1-6). Only one answer is correct. The first one (0) has been done for you.

069

0 Psychology is useful in marketing because it A

helps companies analyse their sales markets.

B ✔ explains how customers think and behave.

C

shows manufacturers how to select their target market.

D

allows customers to choose the right product or service.

Q1 Cognitive fluency is about A

people’s level of intelligence.

C

the ability to understand information.

B

mental ability.

D

linguistic ability.

Q2 When we look at information online, our average attention span is A

18 seconds.

C

8 seconds.

B

10 seconds.

D

3 seconds.

Q3 The most important of our senses in marketing is A

sight.

C

hearing.

B

taste.

D

touch.

Q4 Another useful psychological concept in marketing is A

reliability.

C

reachability.

B

relevance.

D

reciprocity.

Q5 In order to encourage customers to keep interacting with a brand, companies can A

write product reviews.

B

use visuals.

C

offer free samples.

D

give out catalogues.

Q6 If a company wants its website to appear trustworthy, it should use the colour

116

A

yellow.

B

blue.

C

green.

D

red.

4

Marketing

Esame di Stato orale 1 Read the magazine article and the quote. Think about how they connect to the other subjects you have studied. Prepare a brief discussion.

THE RELATIONSHIP BETWEEN COMMUNICATION AND MARKETING

The relationship between communication and marketing is that communication is the process of sending and receiving messages, while marketing is the process of creating value for a company through the creation and distribution of products or services. Communication is necessary for marketing to take place as it is how information about a company’s products or services is disseminated to potential customers. Marketing cannot take place without communication. As a result, communication is essential for effective marketing because it allows companies to reach out to their target market. It also allows for feedback to be gathered and used to improve future marketing campaigns.

Source: CEOWORLD Magazine

Marketing is no longer about the stuff that you make, but about the stories you tell.

Seth Godin

LA COMUNICAZIONE STORIA • L’evoluzione dei mezzi di comunicazione nel corso della storia e il loro impatto sulla società

INGLESE • Non-verbal communication p. 244 • Nineteen Eighty-four, George Orwell

• La comunicazione durante la Seconda Guerra Mondiale

ECONOMIA POLITICA INFORMATICA

• La gestione delle crisi, il branding e l’immagine aziendale

• Come le nuove tecnologie influenzano la comunicazione aziendale

ECONOMIA AZIENDALE • La comunicazione interna ed

ITALIANO

esterna nelle organizzazioni

• La Divina Commedia, Dante Alighieri • L’alfabetizzazione e Alberto Manzi

117

AT WORK

WORK TODAY

p. 216

Unit

1 LOOKING FOR WORK

Build your business p. 228

2 EMPLOYABILITY SKILLS p. 252

3 COMMUNICATION SKILLS p. 274

4 ENQUIRIES

p. 290

5 ORDERS & COMPLAINTS p. 304

6 PAYMENTS

p. 322

ADVERTISING JOB VACANCIES

SOLVING PROBLEMS

WRITING A PRODUCT REPORT

WRITING AN ENQUIRY

WRITING AN ORDER

REPLYING TO A REMINDER

AT WORK STUDY • Who am I? • Career SWOT analysis • Job adverts • Writing a CV • Writing a covering letter • The job interview • Types of job interviews • A personal elevator pitch • Practising for a job interview Online video

EXPLORE In the media

1 LOOKING FOR WORK WHO AM I? Before you start to think about what job you want to do, it’s important to understand yourself. The better you know yourself, the easier it will be to find a job that matches your values, personality, interests and skills, in other words who you are, what you like and what you’re good at.

But how much do you already know about yourself? Take the quiz and find out more!

QUIZ

Discover your true self!

In each section, tick (✓) the options that Section describe you better. Then check your score.

1

• Jobs of the future p. 232

REVISE • Check your knowledge p. 248 • Check your skills p. 249 • Case study p. 250 • Build your business p. 251

A B

I’m not a quiet person.

I’m a quiet person.

A

I like to join in straightaway and talk in groups.

I think a while before I join in and talk in groups.

B A B

I mostly like to talk to people.

I mostly like to listen to people.

More A’s: You are outgoing and an active team member. You ask questions if you don’t understand something.

Section

2

A B A B A B

More B’s: You’re shy, but a good listener. You think about things before you do them.

I do things in a way I know will work.

I like to find new ways to do things.

I prefer to write about things I know.

I prefer to make up stories to write about.

I’m more practical.

I’m more creative.

More A’s: You are practical and good at following or giving instructions.

More B’s: You are creative and come up with lots of ideas.

228

1

O R I E N T A M E N T O

Looking for work

Section

3

A B A B More A’s: You don’t give up easily and you work out problems. You are open and honest with people.

A

More B’s: You are caring and you respect the views of others. You can be sensitive.

B

What I’m doing is more important than who I’m with.

Who I’m with is more important than what I’m doing.

I don’t get upset if people tell me I could do better.

I can get upset if people tell me I could do better.

I’ll tell people what I think, even if they might not like it.

I won’t tell people what I think if I think it will upset them.

Section

4

A B

I like to make a plan and follow it.

I leave things until I have to do them.

A B

I like having lists.

I don’t like having lists.

A

I like to know what’s going to happen.

I don’t mind if things change.

B

More A’s: You are organised and you get things done on time.

More B’s: You are easy-going and adaptable. You can deal with change.

Source: careerwales.gov.wales

Mostly A’s At work you like to: Possible careers:

Mostly B’s At work you like to: Possible careers:

YOUR TOTAL SCORE be active • be in charge • plan and organise Events Manager, Project Manager, Information Security Analyst, Personal Trainer, PE Teacher, Entrepreneur, Logistics Coordinator, Travel Planner, Team Leader care for people • listen to others • learn new skills • find out things Psychologist, Healthcare Worker, Web Developer, Social Worker, Teacher, Journalist, Customer Service Representative, Librarian, Therapist, Research Scientist

229

AT WORK

CAREER SWOT ANALYSIS A career SWOT analysis is a tool that can help you assess your potential in relation to your career plans and goals. SWOT stands for Strengths, Weaknesses, Opportunities and Threats.

Strengths and weaknesses relate to you. They are internal factors that you can control and improve. They include things like your qualifications, skills, experience and personality.

Opportunities and threats relate to the external business world. They are factors such as market trends, industry changes, competition or demand. You can’t change these, but you can influence or respond to them.

A career SWOT analysis enables you to understand your unique selling points (USPs), identify areas for improvement and evaluate the risks and rewards of different career paths.

POSITIVE FACTORS

INTERNAL FACTORS

Strengths • Qualifications • Employability skills • Experience • Personality

NEGATIVE FACTORS Weaknesses • Limitations in your qualifications • Lack of experience • Lack of required skills • Personality flaws

SWOT EXTERNAL FACTORS

230

Opportunities • New market trends and innovations can create new career possibilities • Networking and conference events • Further education or qualifications • Mentorship

Threats • Barriers or risks that you may face in your chosen field of work, like increased competition or disruptive technologies making skills or jobs obsolete

O R I E N T A M E N T O

1

Looking for work

SWOT analysis Step Think about and define your career goal. This may be a specific 1 position, such as a software developer, or a general field of work that you are interested in, for example, tourism or healthcare. Try to define your goal as clearly as possible and give a time limit within which you want to achieve it.

Step List your strengths and weaknesses in relation to 2 the goal. Think about the things that could support or block success in your chosen career. If you find it difficult to list your personal traits, ask a member of your family or a friend for their opinions.

Step Think about the trends relating to the work you’d like to do and try 3 to identify the opportunities, risks or challenges you may face.

For example, if you are planning a career in technology, new innovations could lead to a rise in demand for people with technological skills and more job opportunities. However, because the changes will be rapid, it will be necessary to constantly upgrade and learn new skills.

Step Analyse your results. Look at the positive factors – 4 strengths and opportunities, as well as the negative factors – weaknesses and threats. Evaluate ways to turn your weaknesses into strengths, for example, commit to a training course or try to get more experience. And think of ways to overcome the threats. Rank your decisions in terms of importance and incorporate them into your career plan.

1

ORIENTATION Read and listen to the information about a career SWOT analysis. Then think 139 about your future career goals and carry out a SWOT analysis using the grid below. Try to identify ways to turn your weaknesses and threats into strengths and opportunities.

Strengths

Weaknesses

S

W

SWOT O Opportunities

T Threats

231

AT WORK

IN THE MEDIA

Jobs of the future The World Economic Forum publishes a bi-annual Future of Jobs Report which reviews key macrotrends in the global labour market as well as detailing which jobs are going to be the fastest growing over the following five years, and which are going to decline the fastest.

The report is based on a survey of the future expectations of some of the world’s largest employers: a total of 803 companies, employing more than 11.3 million workers, were involved in the survey, covering 27 different industries and 45 economies globally.

Unsurprisingly, in its latest report, AI and Machine Learning Specialists were at the top of the fastest-growing job types, followed by Sustainability Specialists, Business Intelligence Analysts and Information Security Analysts. Advancing technology adoption and increasing digitalisation are the most important factors behind the job trends. More than three-quarters of the companies surveyed have already adopted big data, cloud computing and AI technologies or plan to adopt them in the next five years, which will lead to job creation.

1

140

INVALSI

Read and listen to the article and complete the sentences with a maximum of four

words.

1 The WEF report looks at job expectations for the next

.

2 The report surveys 803 companies employing more than 3 The companies represented 27

. .

4 The two main factors behind the job trends were technology adoption and 5 Over the next few years, six out of ten workers

. .

2 Read the article again and answer the questions.

1 How many different economies were involved in the WEF survey?

2 What effect will the adoption of big data, cloud computing and AI have over the next five years?

232

O R I E N T A M E N T O On the other hand, the technological revolution is also responsible for many expected job losses. Automation, sensor technology and online services are all reducing the need for some categories of jobs. In terms of highest absolute job losses, Data Entry Clerks have the worst career prospects, with an expected 8 million job losses over the next five years, followed by Administrative and Executive Secretaries, and Accounting, Bookkeeping and Patrol Clerks. These occupations account for more than half of the total expected job destruction, according to the report.

Another trend to emerge from the report is the rise in the number of jobs related to sustainability, thanks to global efforts to decarbonise industries in the fight against climate change.

About 30 million jobs could be created in clean energy, efficiency and low-emissions technology by the end of the decade.

Finally, the report raises questions about how people are going to acquire the skills they will need in their new roles. Six out of ten workers will need retraining over the coming years and one of the key skills that employers want them to learn is how to work with AI. Source: Euronews

1

Looking for work

Fastest growing jobs 1 AI and Machine Learning Specialists 2 Sustainability Specialists 3 Business Intelligence Analysts 4 Information Security Analysts 5 Fintech Engineers 6 Data Analysts and Engineers 7 Robotic Engineers 8 Electrotechnology Engineers 9 Agricultural Equipment Operators 10 Digital Transformation Specialists

Fastest declining jobs 1 Bank Clerks and related jobs 2 Postal Service Clerks 3 Cashiers and Ticket Clerks 4 Data Entry Clerks 5 Administrative/Executive Secretaries 6 Stock-keeping Clerks 7 Accounting/Bookkeeping Clerks 8 Legislators and Officials 9 Financial and Insurance Clerks 10 Door-to-door Sales Workers Source: The World Economic Forum – The Future of Jobs Report 2023

3 What aspects of technology are reducing the need for some categories of work?

4 What job category has the worst prospects in terms of absolute job losses?

5 How many new jobs could be created by the end of the decade due to the fight against climate change?

3 DISCUSSION In pairs or small groups, look at the list of the fastest growing and fastest declining jobs and discuss the questions.

1 What skills and qualifications are required for the fastest growing careers?

2 For declining jobs, how can workers adapt or switch to new careers in a changing job market?

4

CRITICAL THINKING The trends related to work mean that the school curriculum may also change.

Think about the subjects you study at school and rate them in terms of importance for future employment, considering the trends: technology, globalisation and sustainability.

233

AT WORK

JOB ADVERTS When businesses have a job vacancy, they usually create and place adverts in which they describe the position and outline the qualifications, skills and experience required.

There are various media channels that can be used to place job adverts. These include online job boards, job search engines, professionally-oriented social networks like LinkedIn, social media platforms such as Facebook for jobs, company website ads, newspapers and specialist magazines. The most effective way to reach the largest pool of potential candidates is to use a combination of media channels and print media.

A JND Recruitment Job type: full time, hybrid remote Salary: based on experience

WE ARE HIRING

B

CUSTOMER SERVICE ADVISOR Job type: part-time, hybrid remote Salary: £20,272 basic salary + up to £1,000 bonus Hours: part-time, 16 hours a week – Monday to Friday 08:00 - 18:00 on a shift basis We also offer a hybrid working option, with up to 2 days wfh per week. wfh = work from home

SOCIAL We are a leading international VIDEO footwear company and we’re CREATOR searching for brilliant people with exceptional skills and talent. As a social video creator, you will be part of our community team, and will play a vital role in taking our social content to the next level!

About the role In this exciting role, you will be the first point of contact for customers and your main focus will be to handle queries with friendly efficiency whilst meeting our quality standards. The work is varied – no two days will be the same! You will need to be self-motivated and good at problem solving, whilst ensuring our systems are updated as you go along.

What will you be doing?

• Shooting, editing and posting daily video content for Instagram, TikTok and YouTube.

• Developing, pitching and producing repeatable, social-first formats and series.

• Crowdsourcing video from around the Internet and repurposing for our channels.

• Representing the company at events, capturing and posting content for our socials.

Benefits include • private healthcare (AXA PPP) • life assurance • company pension scheme • a range of personal flexible benefits

What we’d love to see from you • Experience in social video creation – either for a brand, publisher, agency, or on your own.

• Ability to respond quickly to trends and opportunities for the brand.

• Excellent know-how of video editing tools and apps.

• You enjoy working collaboratively across teams and managing multiple projects at once.

• You spread good vibes at work and have a desire to learn and grow.

1

141

About you • You must be able to build relationships effortlessly.

• You can quickly understand and take ownership of a customer query.

• You’ll be super organised, good at planning and multitasking.

• You will adjust well to the fast pace of the role.

• We need people who can think on their feet whilst satisfying the customer.

Read and listen to the information about job adverts and answer the questions.

1 What should job adverts contain?

2 What channels can be used to place job adverts?

3 What is the best way to reach the potential candidates?

2 Read the job adverts (A-D). Which advert(s) offer(s): 1 part-time work?

3 permanent full-time work?

2 hybrid remote work?

4 an apprenticeship?

234

O R I E N T A M E N T O

1

Looking for work

DID YOU KNOW?

Each year EURES, a network of European Employment Services and the European Commission, runs hundreds of European Online Job Days. These are recruitment fairs that match jobseekers from one European country with employers in another European country. Both employers and jobseekers can attend the event remotely and candidates can be interviewed online.

C

SOFTWARE DEVELOPMENT ENGINEER

D

JobsRus

Job type: graduate apprenticeship This is a fantastic opportunity for someone who is passionate about technology and wants to have a hands-on IT experience in a fast-paced environment.

You will be part of our IT team who deliver multiple services across a diverse organisation.

TRAINEE GYM INSTRUCTOR Sports Hub, Bristol Job type: part-time Salary: £15-£25 per hour

Main duties Working as part of the team, you will learn and develop skills and understanding through a mixture of structured theory and on-the-job learning. Your role will be focusing on developing your foundation knowledge. You will be given the opportunity to: • act as the first point of contact on our busy IT helpdesk • develop your customer engagement skills • develop your understanding of how IT supports the business and the applications used

Do you enjoy sports and fitness and are you passionate about sharing this with the wider community? If the answer is ‘yes’, then why not join our small, highly motivated team and help deliver high quality sports, fitness and community facilities to the local residents?

We are looking for enthusiastic and driven individuals to help this exciting opportunity grow.

Qualifications

The available job roles are varied, so if you have a geniune passion for sport and you’re interested in either coaching, instructing or, management in the leisure industry, please get in contact to discuss our job opportunities.

Staff will be required to work evenings and/or weekends. Experience preferred, but not essential as training will be given.

You should: • be a graduate in IT, Computer Science, or similar • have a full, clean driving licence • possess strong organisational skills and good time management • be a team player, as well as be able to work individually • be confident and professional

Schedule Day shift: Monday to Friday Night shift: weekend availability

What we offer Competitive salary, pension, holidays (up to 40 days per year), plus employee benefits.

3 Match the jobs adverts (A-D) to the people.

1

Fiona is a very sociable person and enjoys helping people. She is good at problem solving and is very flexible.

3

Aisha is looking for a full-time job. She’s very active on social media and has her own successful blog and YouTube channel.

2

Josh is still at school and is looking for a parttime job. He plays football and has some experience as a personal trainer.

4

Noah has just finished university and is looking for opportunities to start a career in IT. He passed his driving test last year.

4 ORIENTATION Which of the jobs advertised above would you like to do? Why? 235

AT WORK

WRITING A CV Preparing a Curriculum Vitae (CV), or résumé, is an essential first step in finding a job.

A CV should give a prospective employer a clear idea of who a job candidate is and what they can do. It should contain personal details as well as information about education and training, previous work experience, skills and competences.

DID YOU KNOW? Europass is a EU initiative that aims to help EU citizens live and work You can download the anywhere in the EU, by providing a standardised CV template so their Europass CV format here: education, skills and qualifications can be easily understood by prospective https://europass.cedefop. employers and education institutions. Europass offers advice on how to europa.eu/en/documents/ curriculum-vitae complete each part of the CV, which includes the following sections.

PERSONAL INFORMATION

first name • surname • address • telephone • email • nationality • date of birth

DESIRED EMPLOYMENT / OCCUPATIONAL FIELD

The type of job you are looking for or the type of a specific job you are applying for.

WORK EXPERIENCE

Your work experience, with most recent or current experience first.

For each include: date, position held, main activities and responsibilities, name and address of employer, type of business or sector. Part-time and temporary work should be included.

EDUCATION AND TRAINING

Places where you have studied with the most recent first.

For each include: dates, title of qualification awarded, principal subjects/ occupational skills covered, name and type of organisation, level in national or international classification.

Acquired during your life and career, but not necessarily covered by formal certificates and diplomas:

PERSONAL SKILLS

ADDITIONAL INFORMATION

1

142

• social skills and competences

• artistic skills and competences

• technical skills and competences

• other skills and competences

• computer skills and competences

• driving licence

Other relevant information, e.g. contacts and references: include the names and addresses of two people who have known you for some time.

If possible, one should be from a place of study and the other from work experience.

Read and listen to the information about writing a CV and answer the questions.

1 Why is a CV very important when you’re looking for work?

2 What information should a CV contain?

3 Who has created a standardised CV template and what’s it called?

4 How many sections does this CV template have?

2 Complete the Europass CV on p. 237 with your personal data. Invent the missing information.

236

O R I E N T A M E N T O

1

Looking for work

Desired employment/ Occupational field Work experience

Dates Occupation or position held Main activities and responsibilities

PERSONAL INFORMATION

Name & address of employer

First name(s) / Surname(s)

Address

Type of business or sector Dates Title of qualification awarded

Education and training

Principal subjects/occupational skills covered Telephone(s) Name/type of organisation providing education and training

Email Nationality

Level in national or international classification

Date of birth Personal skills and competences Linguistic skills and competences Understanding Listening

Reading

Mother tongue(s) Other language(s) Speaking Spoken interaction

Writing

Spoken production

(Self assessment Levels: A1/2: Basic user, B1/2: Independent user, C1/2 Proficient user)

Social skills and competences Technical skills and competences Computer skills and competences Artistic skills and competences Other skills and competences Driving licence Additional information References

237

AT WORK

WRITING A COVERING LETTER When applying for a job, you should include a covering or an application letter with your CV. If you’re applying for the position online, you can use email for this. In the letter, you should state the job you are interested in, the reasons why you are applying and why you believe you are a good candidate for the job.

To: recruitment@ace.com From: marcus.morrison@email.com Subject: Social Media Creator Dear Sir/Madam, I would like to apply for the position of Social Media Creator, which you advertised in Job.com on 20 March.

I feel that I am a strong candidate for this position as I have a degree in Marketing from Leeds University, as well as two years’ experience in social media marketing for a local business. In addition, I also completed an internship at the university newspaper, as part of their social media team, running several successful campaigns that targeted university students. I am also proficient at developing platform-specific content for diverse audiences.

I am applying for this position because I am interested in a career in social media marketing and would welcome the opportunity to bring my current marketing expertise to the next level. I believe that the challenging international environment would give me the opportunity to develop my skills and widen my experience.

With a strong foundation in marketing strategies and creative content development, I am confident in my ability to contribute to the company’s growth and success in the dynamic field of social media marketing.

Please find attached my CV, which contains additional information about my education, skills and work experience. I would very much appreciate the chance to discuss the position with you and to provide further information about my suitability.

Thank you for your time and consideration. I look forward to speaking to you about this exciting opportunity.

Yours faithfully, Marcus Morrison

KEY LANGUAGE

Referring to a job/position I would like to apply for the post/position of… which was advertised in… on… / In response to your (online) advert in… on…, I am writing to apply for the position of…

Qualifications I feel that I am a strong candidate for the position as…

I have a degree/diploma in… from…

In addition, I have recently completed…

Reason for applying I am interested in this job because…

I am seeking challenging work which would enable me to use and build on my skills and experience.

Reference to enclosures I attach my CV and references. / Please find enclosed a copy of my CV. Request for interview Thank you for your time and consideration. I look forward to speaking to you. / I hope my application will be considered favourably and I look forward to an interview. / I am confident that I have the necessary qualifications for this post and welcome the opportunity for an interview.

238

O R I E N T A M E N T O

1

Looking for work

1 Read the covering letter on p. 238 and answer the questions.

1 What position is Marcus Morrison applying for?

4 Why is he interested in the post?

2 Where did he see the advert for the job?

5 What does he attach? What additional information does this contain?

3 What qualifications and experience does he have?

2 Read the Key Language box, then complete the email.

To: info@internationalindependentschool.com From: jdiamond@bmail.com Subject: Administrative Assistant position Dear Sir/Madam, In to your online for the position of Administrative Assistant.

on 28 March, I

I feel that I would be a strong because in my current administrative post at Rollers & Sons, I undertake many of the responsibilities outlined in the job description, for example, scheduling meetings, preparing agendas, handling travel arrangements and taking care of general issues without supervision.

I can speak three languages fluently. I am a bilingual English and French speaker and I have a Spanish from Manchester University. In addition, I have recently an intensive computing course and I am now proficient in Microsoft Excel.

I am in this job because I believe it would enable me to use my language skills and gain experience. I my CV and two references.

I am confident I have the necessary I hope my I look forward to speaking to you.

Yours faithfully, Jennifer Diamond

for this position and will be considered favourably.

3 Read the job advert and write a covering letter to apply for the job.

MARKET RESEARCH EXECUTIVE ASSISTANT We are a successful and rapidly growing advertising agency, producing printed material for advertising and promotion, using the highest quality software available.

Qualifications and skills You can work efficiently on your own, but also enjoy teamwork. You are outgoing and ambitious.

You have at least 3 A-levels or a high school diploma and are proficient in spoken and written English.

Job description You will be part of the Market Research team, responsible for collating and presenting our market research data. You will report to the Research Manager.

To apply Send a CV and a covering letter to: Clare Hughes, HR Manager, Job Advertising Ltd. 258 Borough High Street, Borough, London, SE1 9DE email: clarehughes@jobad.com Applications close 10 September.

4 Write a covering letter for one of the job adverts on pp. 234-235. Use your personal

details and invent all the other data. Remember to: refer to the job and where you saw it advertised; include personal details, skills and qualifications; explain why you’re interested.

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AT WORK

THE JOB INTERVIEW

1

143 Hannah has an interview for a job as a tour guide in Stratford-upon-Avon. Watch, listen and read the conversation. Then complete it with the words and phrases. that’s a good • actually • still • as I said • let me think about that • do you mean • secondly • right • well • great

Lisa Hannah Lisa Hannah Lisa Hannah

Lisa Hannah Lisa Hannah Lisa Hannah

Lisa Hannah Lisa

Hello! You must be Hannah! I’m Lisa Adan.

Hello. Pleased to meet you. , can you tell me why you’re interested in the Come on in, Hannah. Have a seat. Right position? , I think it would be a really interesting job. I love history and Shakespeare is one of my favourite playwrights. I have read all his work. ! And your qualifications are very relevant. What did you enjoy most about your degree?

Ah, question! Um... I think studying the Elizabethan era was one of the most interesting things. The literature of the time is incredible!

Shakespeare is one of my favourite authors.

Right! That’s good! And have you got much experience in this sort of thing?

I’m sorry, I’m not sure I quite understand the question. experience as a tour guide?

That’s exactly what I mean.

Well, yes. While at university, I was in the history club and I did some voluntary work as a student tour guide. Incidentally, I brought a group of students on a day trip to Stratford, once.

Oh, really? So you know a bit about the place already! Um... So, let’s talk about you for a minute. Why do you think you will be good at this job? What are your strengths?

Um... one, ... Well, first of all, I’m very sociable and I love meeting people, , I am passionate about history, and I really like explaining it to other people and finally, I’m good at organising things – I imagine the job has a lot of administrative tasks...

Well, not that many. Most of that is done by the office staff. , you do need some computer skills. Can you use Excel?

Yes, I can. I have the International Computer Driving Licence qualification.

That’s great! Now, moving on, about your...

WORK SKILLS

Effective communication Effective communication means: you convey your message clearly and concisely and you know when to start and stop speaking; you actively listen to what the other person is trying to say and respond appropriately; you use clarifying questions or phrases, e.g. when you don’t understand something.

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O R I E N T A M E N T O

1

Looking for work

KEY LANGUAGE

Organising what you say Starting and ending a conversation

Well, ... / Right.

Repeating something

As/Like I said,...

Contradicting something you said

Mind you, ... / Still, ...

Changing the topic

By the way,... / Incidentally,... / Moving on,...

Sequencing

First of all..., secondly..., then..., finally...

Clarifying what you say Saying something in another way

I mean, ... / In other words, ...

Saying that you will explain something again

Let me start again...

Responding when listening to others Showing you are listening

Uh-huh... / Right. / Yes.

Indicating agreement

Absolutely! / Great! / Sure!

Indicating a difference of opinion

Actually,... / Yes, but... / Well, the thing is...

Showing interest or surprise

Really? / Oh, really?

Getting out of trouble Saying that you don’t understand

I’m sorry, I don’t understand... / Do you mean...?

Asking for repetition

Could you repeat the question, please?

Getting yourself time to think

Let me think about that one. / I’ll have to think about my answer for a minute.

2 Read the Key Language box, then choose the correct alternative.

1 Sorry, I can see that I’m confusing you. Let me start that again / Like I said.

2 Still / Incidentally, I’ve also just completed an IT training course.

3 I’m surprised I did so well in the test, I mean / mind you, I studied a lot for it.

4 In other words / Moving on, I’m confident I would be an asset for your company.

5 Yes, actually / absolutely! I completely agree with what you’re saying.

3

144

Complete the conversations with phrases from the Key Language box. Then listen and check.

1 Interviewer Candidate Interviewer

What experience have you got with database management?

I’m sorry, could you question, please?

Yes, certainly. What experience have you got with database management?

2 Interviewer Candidate Interviewer

3 Interviewer Candidate Interviewer

What would you say are your weaknesses?

Um… I’ll have to for a minute if that’s OK. Yes, of course. Take your time, there’s no hurry.

What’s your opinion of carbon-offsetting business practices?

I’m sorry. I don’t the question.

That’s OK, I’ll try to rephrase it.

4 Interviewer Candidate Interviewer

Are you familiar with common office software applications?

Microsoft Word and Excel?

Yes, that’s right.

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AT WORK

TYPES OF JOB INTERVIEWS The job interview is probably the most important step in finding a job. It gives candidates the opportunity to show the company that they are the right person for the position.

There are different types of job interviews.

Face-to-face interviews are the traditional, most common form of interviews. They usually last between 45 minutes and two hours and may be preceded or followed by a test or task.

Telephone interviews are often used by employers to filter large numbers of applicants and usually last around half an hour. If a candidate is successful, they are typically invited to a face-to-face interview or assessment centre.

Video interviews are increasingly popular and can be live or pre-recorded. They tend to last around half an hour.

Assessment centres last a full day and enable employers to compare the performance of lots of candidates at the same time. Applicants take part in tasks such as presentations, team exercises and psychometric tests.

WORK SKILLS

Self-motivation Companies want to employ self-motivated candidates who can face the challenges they meet in the workplace with positivity and optimism. Being self-motivated means: • you are driven by a desire to succeed and achieve your goals; • you show initiative and are ready to act on opportunities; • you are confident and have good time management and organisational skills; • you maintain a positive, can-do attitude and meet challenges without becoming frustrated.

1

145

Tips on preparing for the interview • Find out about the company.

• Find out about the job.

• Prepare answers to standard questions.

• Prepare questions to ask the interviewer.

• Practise with a friend or teacher.

Read and listen to the information about job interviews and answer the questions.

1 Why is a job interview important?

2 How many types of job interviews are listed?

3 Which one is the most common?

4 Which ones are often used to select possible candidates from a large number of applicants?

5 What sort of activities could applicants take part in at assessment centres?

2 DISCUSSION In pairs or small groups, read the tips on preparing for the interview and discuss which are the most important.

242

O R I E N T A M E N T O

1

Looking for work

A PERSONAL ELEVATOR PITCH An elevator pitch is a very short presentation which gets its name from the time it should take to deliver it, which is usually the duration of a ride in a lift or elevator, i.e. between 30-60 seconds or 75 words. Elevator pitches are often used at work to present an idea or a product, but they can also be a useful way of presenting yourself. A personal elevator pitch provides an ideal answer to the popular interview question ‘Tell me about yourself’. Having your pitch ready will also improve your networking skills as it helps new contacts understand quickly why they should connect with you or consider you if an opportunity arises.

THE FOUR-STEP ELEVATOR PITCH 1 Start by introducing yourself ‘Hi, my name is Sara. It’s so nice to meet you.’

2 Provide a summary of what you do I’m an Italian student, specialising in Economics and I have a passion for IT.

3 Explain what you want I find the products your company produces to be innovative and really exciting – and I’d love the opportunity to work and develop my talents with you.

4 Finish with a call to action Could I leave you my CV to consider? I’d be free to meet you at any time to discuss this further and talk about upcoming opportunities on your team.

1

146

Read and listen to the information about personal elevator pitches and answer the questions.

1 What is an elevator pitch?

2 How long should it last?

3 What interview question can it help you answer?

2 Prepare a personal elevator pitch that could be used in the following situations. Then film your pitch.

You’re meeting a representative of a company that you’d like to work for at a careers fair.

In response to the question ‘Tell me about yourself’.

As a professional summary statement at the top of your CV.

243

AT WORK

PRACTISING FOR A JOB INTERVIEW Practising for a job interview is an important step and it can help you feel more confident during the actual interview, which can increase your chances of success. A good way to prepare is to look at examples of interview questions and practise your answers.

KEY LANGUAGE

Reason for applying Why are you interested in this job?

I think it would be challenging. / I want to improve my skills and experience.

Education What did you enjoy most about school?

What qualifications have you got?

I really liked studying… because…

I’ve got a high school diploma/university degree in…

Work experience Tell me about your work experience.

What were you responsible for?

What sort of duties do/did you have?

I work/worked as...

I am/was responsible for…

Well, I have/had to…

Skills Can you use a computer?

What foreign languages can you speak?

Can you drive a car?

Interests and hobbies What do you like doing in your free time?

Strengths and weaknesses What are your strengths and weaknesses?

Suitability for the job Why do you think that you are a good candidate for the job?

Yes, I have the ECDL qualification, that means I can...

I can speak... fluently/well.

Yes, I’ve had a driving licence for… years. / No, I can’t, but I’m taking my driving test in…

I really like… / In my spare time, I… Well, my strengths are… / One of my challenges is my lack of…, so one of my goals is to…

Because I have a lot of skills/experience that I can bring to the position. For example, …

Past simple You can use the Past simple to talk about completed events and actions in the past, for example, when you talk about your previous work experience.

Last year I worked as a bike courier for a takeaway pizza restaurant. I was responsible for client orders and delivery times.

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O R I E N T A M E N T O

1

Looking for work

Non-verbal communication Non-verbal communication refers to the ways we communicate to others without words. Studies have shown that people form first impressions based 55% on body language and only 7% on actual verbal content, therefore nonverbal communication is one of the most important aspects of a job interview.

It can help give a positive impression and increase the chances of a job offer.

TIPS ON IMPROVING NON-VERBAL COMMUNICATION IN INTERVIEWS DO

DON’T

Make eye contact with the interviewer.

Show your emotions.

Smile and nod at appropriate times.

Slouch or lean back in your chair.

Relax and lean forward a little toward the interviewer.

Sit properly in the chair with your feet on the floor.

Shake the interviewer’s hand firmly.

Gesticulate or point.

Stare at the interviewer for a long time.

1 Read the Key Language box, then in pairs, practise asking and answering the job interview questions.

1 What did you enjoy most about school?

4 What do you like doing in your free time?

2 Can you use a computer?

5 What are your strengths and weaknesses?

3 What foreign languages can you speak?

2

3 4

ROLE PLAY

An international company has advertised the positions of Sales Representative and Customer Service Advisor. Choose one of the positions each and add information about your interests and hobbies. Then in pairs, take turns in asking and answering the interview questions about the jobs.

Use the Key Language box to help you.

SALES REPRESENTATIVE

CUSTOMER SERVICE ADVISOR

• You want to gain work experience.

• You have a diploma from an Istituto Tecnico.

• You can use Microsoft Office, Google Workspace (Gmail, Meet, Drive, etc.).

• You can speak English and French fluently.

• You have a driving licence.

• You are friendly and organised, with the ability to multitask.

• You want to develop your skills and gain work experience.

• You have a High School diploma in Economia Aziendale.

• You have the ECDL computer qualification and are good at communicating across different media, e.g. phone, email, live chat, etc.

• You can speak English well.

• You are adaptable to change and willing to embrace new ideas.

Do you notice people’s body language when you talk to them (e.g. do they look at you, smile, gesticulate, etc.)? Does it ever affect your opinion of them?

THINK

147

Read and listen to the information about non-verbal communication and answer the questions.

1 What is non-verbal communication?

2 How important is non-verbal communication in job interviews? Why?

5

Listen to an expert talking about how to succeed at job interviews. Which non-verbal communication tips does she mention?

148

6 DISCUSSION Work in pairs or small groups, discuss the non-verbal communication tips and rank them in order of importance. Can you add any other tips to the list? Discuss your lists in class.

7

ONLINE VIDEO

Go online and watch the video by Snagajob Job interviews (Part 3) 5 Nonverbal Interview Mistakes. Which five mistakes does it mention?

245

AT WORK

8

ROLE PLAY

In pairs, you are going for an interview for a summer job with the Tourist Board in Stratford-upon-Avon. Read the job advert, then roleplay the interviews, taking turns to be the interviewer and the candidate. Use the Key Language box on p. 244 to help you. Remember to also use appropriate body language and other types of non-verbal communication. Make a video of your interview.

STRATFORD TOURIST BOARD Looking for the ideal seasonal job? You’ve just found it!

Come and work in Stratford-upon-Avon, the heart of England and the birthplace of our most famous playwright.

Seasonal positions: April to September TOUR GUIDE Responsibilities • Selling tickets and conducting guided tours for schools and groups.

• Organising and maintaining the audio guides.

• Knowledge of languages an advantage.

Salary: £15 per hour

ACTOR Responsibilities • Working with a team of young actors and performing scenes from some of Shakespeare’s plays.

• Must be sociable and outgoing.

• Must be prepared to work evenings.

Salary: £18 per hour

ROLE PLAY 1

STUDENT A - Candidate

STUDENT B - Interviewer

You have an interview for a job as a tour guide in Stratford-upon-Avon. You are 18 and you are a student. You can speak English very well and have some knowledge of French and Spanish. You have a friendly personality and are very organised. You have some experience showing tourists around a local museum near where you live. You can start immediately.

You are going to interview Student A for a summer job as a tour guide around Stratford-upon-Avon, Shakespeare’s birthplace. Ask the candidate questions about their qualifications and work experience, their skills and interests and when they can start work. Ask if they have any questions about the position.

ROLE PLAY 2

STUDENT B - Candidate

STUDENT A - Interviewer

You have an interview for a summer job as an actor in Stratford-upon-Avon. You are 18 and you are a student. Your level of English is very good. You are very outgoing and have a friendly personality. You have some experience of acting in a local drama group and you can sing and dance well. You can start immediately. You don’t mind working evenings, but you’d like to know more about hours of work.

You are going to interview Student B for a summer job as an actor in the local theatre in Stratford-upon-Avon. Ask the candidate questions about their qualifications and work experience, their skills and interests and when they can start work. Ask if they have any questions about the position.

Explain that there are two performances a day: in the afternoons from 3 to 5 pm and the evenings from 7 to 9 pm.

can: ability and possibility You can use can to talk about your abilities, for example, the skills and competences you possess.

I can speak English very well.

You can also use can to talk about what is or isn’t possible.

I can start immediately.

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O R I E N T A M E N T O

9

1

Looking for work

Read the job advert and listen to two candidates being interviewed for the position.

Complete the candidate profiles.

149

Executive Assistant Renowned fashion designer offers an amazing opportunity for an Executive Assistant who works well under pressure and enjoys travel. The successful candidate will handle all administrative responsibilities.

Good organisational and proficient computer skills required. Some experience necessary.

TRAVEL OPPORTUNITIES. PRODUCT DISCOUNTS.

CANDIDATE 1 PROFILE

CANDIDATE 2 PROFILE

Name

Jasmine Parker

Name

Zack Ware

Qualifications

Diploma in

Qualifications

A Levels in

Work experience

Work experience

Relevant skills

Relevant skills

Interests

Interests

10 DISCUSSION In pairs or small groups, discuss the candidate profiles. Which candidate do you think should get the job? Why?

11

ROLE PLAY

A local hotel has advertised a job as an Events Coordinator. Read the job advert, then in pairs, roleplay the interview, taking turns to be the interviewer and the candidate. Add any necessary information not included.

SEAVIEW HOTEL Bournemouth We are a family-run luxury hotel located 30 minutes from the city centre. Offering 50 rooms and suites, an award-winning restaurant and conference facilities, we aim to be a place where guests can relax, enjoy themselves and have a break from normal life. We are currently recruiting the following position: EVENTS COORDINATOR You will be responsible for every aspect of an event, from choosing venues to evaluating success afterwards.

Responsibilities include • planning events with attention to financial and time constraints • negotiating with vendors (catering, decorators, musicians, etc.) to achieve the best quality/price • sending invitations, and acting quickly to resolve problems Qualifications & skills • proficient in Microsoft Office • excellent communication and negotiation skills • well-organised and able to remain calm and handle stress • excellent English and other languages a bonus Salary: competitive, depending on experience.

CANDIDATE You have a diploma in Administration, Finance and Marketing. Your level of English is good and you also speak some French. You have excellent organisational skills and are able to stick to a budget. You work as a PR for a local club, which you enjoy, but you would like this opportunity to coordinate other types of events.

You can start immediately but you would like to know what the salary is, as it isn’t stated in the advert.

247

AT WORK

Check your knowledge CAREER SWOT ANALYSIS

p. 230

1 Complete the text. The first letter of the missing words is given.

A career SWOT analysis is a tool to evaluate your potential in relation to your career goals. SWOT stands for S , W , O and T . Strengths and weaknesses are i f that you can control, such as qualifications, skills, experience and personality. Opportunities and threats are e f , like market trends, competition and industry changes. A career SWOT analysis helps you understand your u s p , identify areas for improvement, and assess the risks and rewards of different c .

JOB ADVERTS

p. 234

2 Answer the questions.

1 What media channels can be used to place job adverts?

2 What is the most effective way to reach the largest pool of potential candidates?

3 What are European Online Job Days?

4 Which organisation runs the European Online Job Days?

5 How can employers and jobseekers participate in European Online Job Days?

WRITING A CV

p. 236

3 Answer the questions.

1 Why is a CV important when you are looking for work?

2 What should a CV contain?

3 Who has created a standardised CV template?

4 What is the standardised CV template called?

5 How many sections does this standardised CV template have?

WRITING A COVERING LETTER

p. 238

4 Complete the text with the words and phrases. suitable candidate • reasons • covering • online • job application • specific post When submitting a , it is important to include a or application letter along with your CV. If you are applying for the position , you can send this by email. In the letter, for your you should clearly mention the you are interested in, explain the application and highlight why you believe you are a for the job.

JOB INTERVIEWS

p. 240

5 Complete the sentences with a maximum of four words.

1 The purpose of a job interview is to show 2

.

are the most common types of interviews.

3 A face-to-face interview can last from 45 minutes up to

.

4 A personal elevator pitch is a quick and easy way to 5 A typical personal elevator pitch should be

. seconds long.

6 Non-verbal communication is important in a job interview as it helps form

248

.

1

Looking for work

Check your skills 1 Read the job advert and write a covering letter to apply for the job.

Jobseekers.com CUSTOMER SERVICE REPRESENTATIVE Are you ready to join a dynamic and customer-focused team? Our company, a leading e-commerce giant in the tech industry, is expanding its customer service department.

Job Description As a Customer Service Representative, you will play a crucial role in ensuring our customers have a positive experience. Your responsibilities will include: responding to customer enquiries and resolving issues promptly and professionally providing product information, assisting with orders and offering solutions to customer concerns collaborating with our team to improve customer support processes and procedures maintaining accurate customer records and documentation Qualifications and skills To excel in this role, you should possess the following qualifications and skills: strong communication and interpersonal skills a passion for delivering exceptional customer service the ability to adapt to fast-paced environments and handle challenging situations with composure proficiency in written and spoken English high school diploma or equivalent (Bachelor’s degree preferred but not required) To apply Please send your CV and a covering letter to: Noah Selby, HR Manager, Tech Company Ltd., 123 Tech Boulevard City, Kansas City, 67500: noahselby@techcompany.com Applications close 31 January.

2

ROLE PLAY

In pairs, read the information in the boxes below. Then act out a job interview following the guidelines. Take turns to be the interviewer and the candidate.

STUDENT A – Interviewer You are Noah Selby, the HR Manager at Tech Company Ltd. You’re interviewing a candidate for the position of Customer Service Representative (CSR). Ask the candidate to introduce themselves and provide some background information. Ask about their communication skills, if they’re interested in customer service and if they speak any languages. Ask if they have any questions about the job.

STUDENT B – Candidate You have applied for the position of Customer Service Representative.

Introduce yourself and express your excitement about this job opportunity. You have excellent communication skills, a passion for customer service and you can speak English and French very well. Prepare a few questions to ask the interviewer about the job and the company.

249

AT WORK

CASE STUDY

Zappos: job interviews with a twist Zappos.com is an American online shoe and clothing retailer based in Las Vegas. The company was founded in 1999 by entrepreneur Nick Swinmurn. It’s called Zappos after ‘zapatos’, the Spanish word for ‘shoes’.

In the world of job interviews, Zappos has its own unique style. It’s not just about selling shoes; it’s about finding the right people who fit its company culture. Zappos is all about delivering happiness, not just to its customers, but also to its employees. The company wants to make sure that everyone it hires fits well with its values and culture. So, instead of traditional interviews with a focus on skills and experience, Zappos conducts what it calls ‘cultural fit’ interviews.

In these interviews, Zappos’ team members ask questions that reveal a person’s values, attitudes, and personality to see if they are a good match for their company’s friendly, customer-centric culture. Questions might be like, ‘On a scale of 1 to 10, how weird are you?’ or ‘What’s the most interesting thing about you that’s not on your CV?’ and ‘If you could have dinner with any three people, living or dead, who would they be, and why?’.

In the past, after an initial training period, Zappos even went as far as offering new employees money to leave – $2,000 to be precise! This might sound strange, but it was a way of making sure only people who really wanted to be part of the Zappos family stayed. If someone accepted the money and left, it showed they weren’t that passionate about the job.

In other words, Zappos doesn’t just look at your skills; it wants to know if your personality and values match its corporate environment. That’s what makes its interview process so special and has helped the business build a happy and successful team.

So, next time you see a pair of shoes from Zappos, remember it’s not just about the product; it’s about the people who make sure you have a great shopping experience.

1

150

Read and listen to the case study and answer the questions.

1 Where does the name Zappos come from?

2 What is Zappos’ main focus when conducting job interviews?

3 What type of questions does Zappos ask in job interviews?

4 Why did Zappos offer money to new employees to leave?

5 How much money did it offer employees?

2

CRITICAL THINKING

Discuss the questions.

1 How successful do you think Zappos’ interview process is? Why? 2 If you could have dinner with any three people, living or dead, who would they be? Why? 3 On a scale of 1 to 10, how weird are you?

4 What other unusual interview questions could a company ask to find out people’s values and attitudes?

250

P C T O ORIENTAMENTO

Build your business

Build your business Competenze chiave e di cittadinanza

• Competenza multilinguistica • Competenza imprenditoriale • Competenza alfabetica funzionale

ADVERTISING JOB VACANCIES Step 1 Prepare to advertise

Work skills

• Planning & organisation • Communication • Decision-making • Presenting

Interdisciplinary links • Economia Aziendale • Economia Politica • Informatica

Before you can advertise a new job, you need to have a clear idea of what type of person you need, the work duties and the requirements related to the role.

1 Make a list of the different positions you need to fill in your company.

2 Define what each position entails and identify the required qualifications, skills and experience.

Step 2 Plan an effective job ad If you want to target the most appropriate candidates for each position, you need to write clear and direct job adverts ( see pp.234-235).

1 Choose a position from your list and give it a job title that is simple but attractive.

2 Introduce your company and provide an overview of the benefits it offers to successful applicants.

3 List all the relevant information about the role, duties and requirements/skills necessary. Include information related to work hours, remuneration, growth opportunities and benefits, along with anything else that candidates might find interesting.

Step 3 Decide where to advertise the position There are various media channels, e.g. job boards, job search engines, professionally oriented social networks, that can be used to place job ads.

1 Make a list of different channels.

2 Compare the advantages and disadvantages of each one and decide on the most effective channel for your advert.

Step 4 Write your job ad Write the job ad.

Use a format appropriate for the channel you have chosen.

Present your job advert.

251

CULTURE

CULTURE TODAY

p. 340

Unit

1 THE UK

p. 352

2 THE USA

p. 380

3 ENGLISH-SPEAKING COUNTRIES

p. 414

4 THE EU & THE UN

p. 434

CULTURE

1 THE UK

STUDY Geography • The UK

History

• Pre 20 century • 20 century • 21 century

THE UNITED KINGDOM The United Kingdom (UK) refers to a political union between Great Britain (England, Wales and Scotland) and Northern Ireland. Although the UK is an independent sovereign state, the four nations that make it up have a certain degree of autonomy. People who are from the UK are British.

NORTHERN IRELAND Area 14,135 km Population about 1.9 million Capital Belfast Language English and Irish Gaelic (spoken by about 12.4% of the population)

People & society

• Multiculturalism in the UK

Economy

• The UK economy • Foreign trade • The impact of Brexit • Natural resources • Manufacturing • Services

Politics

• The UK political system

EXPLORE SCOTLAND

In the media • Britain isn’t a perfect melting pot p. 361 Online video

• The fracking debate p. 369

NORTHERN IRELAND

SCOTLAND Area 77,933 km Population about 5.4 million Capital Edinburgh Language English and Scottish Gaelic (spoken by less than 2% of the population)

Edinburgh

Belfast

Key figures

• British women: Emmeline Pankhurst & Margaret Thatcher pp. 362-363 ENGLAND

Global citizenship

• The cost-of-living crisis in the UK p. 372

WALES Cardiff

London

REVISE • Check your knowledge p. 376

ENGLAND Area Population Capital Language

Summary map p. 377 Slide review 1

• INVALSI p. 378 • Esame di Stato orale p. 379

WALES Area Population Capital Language

352

20,779 km about 3.2 million Cardiff English and Welsh (spoken by about 19% of the population)

THE BRITISH FLAG

130,281 km about 56 million London English

The Union Jack is a combination of the flags representing England, Scotland and Ireland. Wales isn’t represented because, when the flag was designed in 1606, Wales was considered part of England.

1

The UK

DID YOU KNOW? Even though the UK is made up of four countries, it is relatively small. Its 2 area of 243,610 km is less than that of France, Italy, Germany or Spain.

Today the term ‘Britain’ is often used to refer The population is about 1 ............................................. million people, and approximately 2 to the whole of the .............................................% of these live in England, particularly in the south-east in and United Kingdom. around London.

Geographically, the UK has two main regions: highlands in the north and west, with mountain ranges covering much of Scotland, Northern England, Wales and Northern Ireland, and a vast area of lowland in southern and eastern England.

The mountains are low compared to other areas of Europe. The highest mountain, Ben Nevis in Scotland, is only 3 ............................................. m. The north and west of the UK has many lakes and rivers. Everyone has heard of Loch Ness in the Scottish Highlands and its famous monster, but the largest lake is actually Lough Neagh in Northern Ireland.

It is 4 ............................................. km2 – slightly larger than Lake Garda.

Perhaps surprisingly, the longest UK river isn’t London’s River Thames! It’s the River Severn, which flows 5 ............................................. km from the Welsh Cambrian mountains to the Bristol Channel. It is 6 ............................................. km longer than the Thames!

Finally, the UK coastline ranges from the wild, rocky cliffs of Scotland and Northern Ireland to sandy beaches in south Wales and huge, peaceful areas of fenland along Ben Nevis the south-east of England.

1

5 Correct the mistakes in the sentences.

1 The majority of the British population live in the centre of the UK.

2 Look at the map and the country factfiles. Find:

2 The main mountain ranges are in the south and east of Britain.

2 the countries with the largest and smallest populations.

3 Ben Nevis is a very high mountain.

3 the four capital cities of the UK.

4 Loch Ness is the largest lake in the UK.

4 the languages, other than English, spoken in Scotland, Northern Ireland and Wales.

5 The most famous river in Britain is the River Severn.

5 the country not represented on the Union Jack.

204 Listen and complete the text about the United Kingdom.

4

KEY WORDS Read the text again and find the English equivalents for these geographical terms.

1 altopiano ............................................................................................................................

3 area paludosa ..........................................................................................................

4 linea costiera ..............................................................................................................

5 spiaggia .................................................................................................................................

6 scogliera ..............................................................................................................................

DIGITAL COMPETENCES

In pairs or small groups, go online and find the following facts for Italy. Use this information to prepare a webpage.

Remember to include visual elements like maps and photos.

area • population • capital city • longest river • main mountain ranges and highest mountain • average summer and winter temperatures • largest lake • climate

353

POLITICS

2 catena montuosa .............................................................................................

6

ECONOMY

3

6 The UK coastline is all very flat.

PEOPLE & SOCIETY

1 the largest and smallest UK countries.

HISTORY

In pairs, discuss which countries make up Great Britain and the UK. Read the information on p. 352 and check your answers.

THINK

GEOGRAPHY

The UK has a temperate climate with cool, wet winters and warm, wet summers.

Average temperatures range between 7 ............................................. °C in winter and 8 ............................................. °C in summer. The weather in the UK is very changeable because several different air masses meet above the islands, so it can be sunny, wet, windy and calm all in one day!

CULTURE

PRE 20th CENTURY 1066 Battle of Hastings: the Normans invade Britain from France.

William the Conqueror becomes King William I of England.

XI

XII

XIII

XIV

1534 Henry VIII separates from the Roman Catholic Church and becomes head of the ‘Church of England’.

XV

1215 Magna Carta: is signed by King John, stating no one, not even the king, is above the law.

XVI

XVII

1559

Elizabeth I is crowned: Britain increases world exploration and becomes a rich and powerful country.

1603 James I of Scotland becomes the first king of Scotland and England.

XVIII

18 century

FIRST INDUSTRIAL REVOLUTION (c. 1760-1830)

The First Industrial Revolution started in Britain. This was due to several factors: • the invention of new technologies, in particular the steam engine, improved the way goods were produced and transported. Steam-powered machines enabled production to become large scale and steam trains could transport the products more quickly. Other inventions, like the spinning jenny, increased the efficiency and productivity of the textile industry; • natural resources, such as coal and wood, were located close to large deposits of metal ores, The spinning jenny (1764) and provided fuel to power factories that produced iron ore; • the absence of physical barriers, such as mountains, and a system of internal waterways made the transport of goods easier than in other nations; • Britain was a very wealthy country at the time, because of its empire, and successful commercial banks provided financing for investments in industrial plants and machinery.

At the same time, advances in agriculture meant that farms needed fewer workers. The process of urbanisation started when unemployed workers migrated to new industrial areas in the Midlands and the north of England and many large towns and cities, such as Birmingham, Manchester and Sheffield, grew up.

London became a centre of banking, and a mercantile and professional class was established.

3

1

In the 19 century, Britain was the most powerful and richest nation in the world. What factors do you think helped create its wealth and power?

2

205 Read and listen to the information about the Industrial Revolution and answer the questions.

1

The British Empire started during the reign of Queen Victoria.

1 How did new technologies affect the production and distribution of goods?

2

At its peak, Britain ruled a quarter of the world’s population.

2 What natural resources helped power British factories?

3

Britain controlled areas spread over six continents.

3 Why was the transport of goods easier in Britain than in many other countries?

4

Both the UK and the colonies benefitted from the Empire.

4 Where were the new industrial areas located?

5

The colonies retained the right to self-government.

THINK

5 What important role did the city of London play?

354

Read and listen to the information about the British Empire and decide if the statements are true (T) or false (F).

Correct the false statements.

206

1

1801 With the Act of Union, Ireland becomes part of the United Kingdom of Great Britain.

The UK

1851 The Great Exhibition of the world’s goods and manufacturers marks the peak of Britain’s economic dominance.

XIX

19 century

The British Empire in 1883

THE BRITISH EMPIRE (1819-1901)

GEOGRAPHY

The British Empire, which had its origins in the world explorations of the Elizabethan Age, reached its peak during the reign of Queen Victoria. At the end of the 19 century, 25% of the world’s population lived under British rule. The Empire covered a quarter of the earth’s surface and included large areas of North America, Australia, New Zealand, Asia and Africa, as well as small parts of Central and South America. Britain benefitted economically from the empire.

The colonies provided valuable materials, such as metals, sugar and tobacco, that the UK could trade with other countries. They also offered money-making opportunities for British business and new places around the world for British people to live and work. However, the power and wealth that the UK gained came at a price for the colonies. The colonised countries lost the ability to govern themselves and British laws and customs were imposed. In many cases, the indigenous people were also violently oppressed.

5

INVALSI

1 In the 19 century, industrial towns grew quickly and soon ...................................................................................................... .

PEOPLE & SOCIETY

Listen to a podcast about working conditions in Victorian times and complete the sentences with a maximum of four words.

207

HISTORY

PODCAST

2 Living and working conditions were

4

DIGITAL COMPETENCES

Go online and find information about the Industrial Revolution in Italy. Answer the questions. Then compare your answers with the rest of the class.

2 Which towns/cities/areas were most involved?

3 Which areas did people leave to migrate to these places?

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

4 Attitudes started to change in ............................................................................................................................................................................... .

5 In 1848, the government created ............................................................................................................................................................................... .

6 Further laws, including ........................................................................................ in 1870, improved living and working conditions.

355

POLITICS

1 When did industrialisation take place in Italy?

3 Young children often had to work in

ECONOMY

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

CULTURE

20th CENTURY 1918 Women’s rights: British women can vote for the first time. ( see p. 362).

1929-1935 Worldwide economic depression: UK unemployment rises to 3 million by 1933.

1952 Elizabeth II becomes queen.

XX

1914-1918

1921 AngloIrish Treaty: the British government loses control over Ireland, except for six counties which become Northern Ireland and remain part of the UK.

1922 The Irish Free State is established.

1939-1945

1947 Decline of the British Empire: India is the first country to gain independence.

WORLD WARS I & II

When Queen Victoria died in 1901, Britain was still the greatest world power, People sheltering in a London but in 1914 the UK entered World War I and the economic costs were enormous.

Tube station during air raids Between 1915 and 1918 Britain spent over 25% of its GDP on war efforts.

In addition, it lost 24% of its overseas and 10% of its domestic assets. The economic damage continued throughout the 1920s. Industries which had brought wealth in the 19 century declined; coal was partly replaced by electricity and oil and new industries began to be developed by the USA and Asian countries, which became rivals in trade. As a result, exports declined and unemployment rose. The economic depression of 1929 hit Britain badly. In 1939, war broke out again, with a devastating effect on the world. World War II destroyed more than 25% of Britain’s wealth.

Since then, the UK has never been able to recover its previous position of power.

3

INVALSI Read and listen to the 208 information on these pages and complete the sentences with a maximum of four words.

1 World War II considerably reduced Britain’s

1

In pairs, discuss what important world events happened in the 20 century. Make a list and compare your answers in class.

THINK

2 Look at the timeline and find when: 1 British women got the right to vote.

2 Ireland became independent.

3 Elizabeth II was crowned queen.

4 the UK joined the EEC. 5 the Good Friday Agreement was signed.

356

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

2 In 1949, the Commonwealth of Nations was founded by Britain and ......................................................................................... .

3 The main aim of the Commonwealth is to establish ................................................................................................................................................ .

4 Black Wednesday was a ........................................................................................ ........................................................................................... which occurred in 1992.

5 The government caused Black Wednesday when it removed the pound sterling from the ...................................................................................................................................................................... .

1

1972 Violence in Northern Ireland results in the UK Government taking over direct rule until 1998.

1980s Privatisation: the Conservative government begins privatising industry.

UK unemployment rises over 3 million and creates deep social division between the north and south. ( see p. 363).

1998 The Good Friday Agreement restores self-government to Northern Ireland.

The National Assembly for Wales (Senedd Cymru in Welsh), the devolved parliament for Wales, is created.

1973 Britain joins the European Economic Community (EEC).

1949

The UK

1997 Scotland and Wales vote in favour of devolution.

1992

THE COMMONWEALTH

BLACK WEDNESDAY

A financial crisis, known as Black Wednesday, occurred on 16 September 1992. The Conservative government withdrew the pound sterling from the European Exchange Rate Mechanism (ERM – the system created to stabilise exchange rates between EU countries before the euro), after a failed attempt to keep its exchange rate above the lower limit required for ERM participation.

The crisis cost the UK government £3.3 billion and damaged the economic credibility of the Conservative party.

DIGITAL COMPETENCES

6 COLLABORATION In pairs or small groups, use the information from Ex. 5 and prepare a short presentation for the class.

357

POLITICS

Go online and find out information about one of the following. the Anglo-Irish Treaty • Bloody Sunday • the Good Friday Agreement

ECONOMY

5

PEOPLE & SOCIETY

The Irish Republican Army (IRA) carried out attacks in Britain and ..........................................., targeting the police, soldiers, politicians and ................................................ .

Loyalist paramilitary groups responded with violent attacks against the ................................................... community. During ‘the Troubles’ over 3,500 people died, the majority of whom were civilians.

Listen and complete the text about Northern Ireland.

209

Northern Ireland was created in ...................................................... by the Government of Ireland Act. The first Northern Irish ........................................................ was dominated by Unionists (mostly Protestant) who supported the Union with ........................................................ . Catholics faced a lot of social discrimination. In the late ....................................................., tension between the Catholic community and ..................................................... loyalists turned to violence. The British government sent soldiers into the country and imposed direct rule from ................................................ . The period that followed, known as ‘the Troubles’, was characterised by ................................................ campaigns.

HISTORY

4

1999 The Scottish Parliament is established.

GEOGRAPHY

In 1949, the UK and seven of its former colonies – Australia, New Zealand, India, Pakistan, Canada, South Africa and Sri Lanka – decided to form the Commonwealth of Nations.

Membership was based on free and equal cooperation, with the aim of achieving peace, liberty and progress.

Today, 56 countries, with 2.5 billion citizens, are part of the Commonwealth. The last four members to join – Mozambique (1995), Rwanda (2009), Gabon (2022) and Togo (2022) – have no historical ties to the British Empire.

CULTURE

21st CENTURY 2001 War in Afghanistan: after the 9/11 US terrorist attacks, Britain participates in the campaign against the Taliban in Afghanistan led by the USA.

2008 A financial crisis, which started in the USA, spreads around the world and hits the British economy.

2014 Same-sex marriage becomes legal in England, Wales and Scotland.

XXI

2003 Invasion of Iraq: British troops take part in a coalition invasion of Iraq, overthrowing Saddam Hussein’s regime and occupying the country.

2005 7/7 suicide bomb attacks: on 7 July, terrorist attacks on London’s public transport system kill 52 people and injure hundreds, partly in protest at Britain’s involvement in the Iraq war.

2012 Queen Elizabeth’s Diamond Jubilee marks her 60 years as monarch.

London Olympic Games: the 3 time the games are held in the UK.

2014

SCOTTISH INDEPENDENCE

In a 2014 referendum, Scottish citizens rejected independence and voted to stay part of the UK by 55% to 45%. However, in the 2016 Brexit referendum, Scottish voters showed they were strongly in favour of EU membership by voting to stay in the EU by 62% to 38%. After the Brexit vote, the Scottish First Minister at the time, Nicola Sturgeon, called for another independence referendum. Supporters argued that Scotland should be responsible for its own future and perhaps apply to rejoin the EU. The Scottish government wanted to hold a second referendum in October 2023, but the UK Supreme Court ruled that it could not be held without the approval of the UK parliament.

1

THINK Look at the timeline. Which events do you think had the most effect on British society? Why?

2

Read and listen to the information about Scottish independence and answer the questions.

210

1 What do these figures, 55% and 45%, refer to?

2 What was the result of the Brexit referendum in Scotland?

3 Why did some people want a new referendum on Scotland’s independence?

4 Who stopped the Scottish government from organising a second referendum in 2023?

358

3

211 Read and listen to the information about the death of Queen Elizabeth II and answer the questions.

1 When did Queen Elizabeth II die?

2 What was the code name for her funeral plans?

3 Over how many years had her funeral plan been developed?

4 What phrase was used to communicate news of the death to the Prime Minister?

5 How many people watched the funeral globally?

6 Who succeeded Elizabeth II as monarch?

1

2016 Brexit: the UK votes to leave the EU. ( see p. 366).

2015 Queen Elizabeth II becomes the longest-reigning UK monarch ever.

2020 COVID-19: the WHO (World Health Organisation) declares the COVID-19 outbreak a pandemic.

In March, the UK Government announces a lockdown.

2017 An Islamic extremist detonates a suicide bomb at an Arianna Grande concert in Manchester, killing 22 people.

2022 Queen Elizabeth II’s Platinum Jubilee marks her 70 years as monarch.

Russia invades Ukraine: UK and its allies announce sanctions against Russia and supply military equipment and humanitarian aid to Ukraine.

Highest rate of inflation since 1992.

2022

THE DEATH OF QUEEN ELIZABETH II

HISTORY PEOPLE & SOCIETY

212

2023 The Coronation of Charles III in Westminster Abbey, London.

The UK and the EU announce the Windsor Framework agreement simplifying movement of goods to/from Northern Ireland.

The Illegal Migration Bill is introduced which proposes to detain and remove illegal migrants.

GEOGRAPHY

Queen Elizabeth II died on 8 September 2022, at Balmoral Castle, the royal family’s residence in Scotland. After her death, Operation London Bridge, the funeral plans for her death, were set in motion. These plans had been put together over a period of more than 20 years. The phrase ‘London Bridge is down’ was used to communicate the death of the Queen to Liz Truss, the British Prime Minister at the time, and key personnel, including the governments of other Commonwealth countries where the Queen was the Head of State. A notice announcing the death was put up on the gates of Buckingham Palace in London. Ten days of national mourning were followed by a state funeral, the first since Winston Churchill’s in 1965, in Westminster Abbey.

Reportedly more than 2 billion people worldwide watched the funeral, which involved nearly 10,000 military personnel. After the funeral, the Queen’s coffin was placed in King George VI Memorial chapel at Windsor Castle, next to that of her husband, Prince Philip, who died in 2021. After her death, her eldest son Charles became King Charles III. At the age of 73, he was the oldest person ever to accede to the British throne.

4

The UK

Listen to the information about Queen Elizabeth II and complete with the missing data.

ECONOMY

Elizabeth II reigned for over ........................................................ years, from ........................................................ to 2022. During her reign: • she met ........................................................ UK ........................................................ from Winston Churchill to Liz Truss; • she was the Head of State of ........................................................ different countries (2022); • her image appeared on the bank ........................................................ and coins of ....................................................... countries; • she travelled to more than ........................................................ countries; • she travelled the equivalent of ....................................................... times around the world; • she was portrayed many times on ........................................................ and in films, including in The Queen (2006), the Netflix series ....................................................... and the cartoon series ........................................................ .

statement and decide whether you agree or disagree. Debate the topic with a group of students that has the opposite opinion.

The UK should abolish the monarchy and become a republic.

359

POLITICS

5 DEBATE In small groups, make a list of the arguments for and against having a monarchy. Read the

CULTURE

MULTICULTURALISM IN THE UK The UK has a multicultural population with people from many different racial, religious and cultural backgrounds. One of the main reasons for this is its history of colonisation. Many ethnic minority groups in Britain originally came from countries that were part of the British Empire, 1 India 920,000 in particular India, Pakistan, Bangladesh, the Caribbean, South Africa, 2 Poland 743,000 Nigeria, Ghana and Kenya. Many of them arrived after World War II 3 Pakistan 632,000 to help the UK’s post-war economic recovery, and the families have now 538,000 4 Romania lived in Britain for several generations. Even so, the 2021 census data relating to ethnicity in England and Wales was quite surprising, because 324,000 5 Ireland it highlighted a huge wave of modern migration. According to the census, 6 Italy 276,000 one in six people in England and Wales was born abroad. Of these, 40% Source: 2021 Census arrived between 2011 and 2021.

Today, about four million Europeans live in Britain. Most of these arrived before Brexit, when EU citizens still had the right to move freely to and from the UK. In particular, large numbers of Polish, Romanian and Italian people migrated to the country.

This trend slowed during the COVID-19 pandemic and then fell dramatically after the UK Immigration Act (December 2021) halted the freedom of movement.

Humanitarian migration has also contributed to the diversity of today’s migrant population. Over the last 10 to 15 years, refugees have arrived from Syria, Iran, Eritrea, Sudan and, of course, Ukraine.

Origin of immigrants to England and Wales (2011/2021)

LONDON

London is the most ethnically diverse place in the UK.

• Only 43.4% of the population identifies as White British, compared to 78.4% for England and Wales overall.

• About a third of people living in London were born abroad.

• Over 300 different languages are spoken in the city, including Mandarin, Gujarati, Polish, Bengali and, of course, English!

• Around 44% of children in London schools speak English as a second language.

1

THINK Why do you think the UK is 213 a multicultural society? Read and listen to the text and check your answer.

2 Read the text again and decide if the

statements are true (T) or false (F). Correct the false statements.

1

Most of the ethnic minority groups in Britain originally came from Europe.

2

40% of the population of England and Wales were born abroad.

3

Most Europeans living in Britain arrived after Brexit.

4

The UK Immigration Act ended the free movement of people to and from EU countries.

360

5

Refugees from countries like Ukraine have made the UK’s immigrant community yet more varied.

6

Four out of the six top countries of origin of immigrants to England and Wales are in Europe.

3 Read the information about London and find: 1 the percentage of people who identifies as White British.

2 the percentage of Londoners who were born abroad.

3 the number of languages spoken by residents.

4 the percentage of pupils in London schools who speak English as a second language.

1

IN THE MEDIA

Britain isn’t a perfect melting pot

HISTORY

Source: BBC & The Daily Telegraph, 2022

214 Read and listen to the article and answer the questions.

2

2 What ethnic group does he belong to?

1 How old is Stephanie?

3 What did people think was more important than Sunak’s ethnicity?

2 What is the ethnic population of Havering?

4 What data show that Britain is a multicultural country?

5 What will happen in the UK by 2150?

7 What were the two possible causes of the violent episode?

3 Why is Havering very different to where Stephanie grew up?

3

DISCUSS In pairs or small groups, discuss the questions.

1 Is your country multicultural?

Why? Why not?

POLITICS

6 Why, according to the article, isn’t Britain the perfect melting pot yet?

ECONOMY

1 Who is Rishi Sunak?

ONLINE VIDEO Go online and watch the video I’m British but have no white friends by BBC London. Answer the questions.

PEOPLE & SOCIETY

1

Over the summer, however, violence broke out between groups of young Hindu and Muslim men. There were clashes between the two groups and fighting in the streets. Police arrested several people. Some people claim that the violence started after a cricket match between India and Pakistan, but others believe that the tension between the groups had been growing for a long time. Violence between British South Asian communities is very rare in the UK, so people were shocked and disturbed by the events. They have raised difficult questions for a place that prides itself on multiculturalism.

GEOGRAPHY

The remarkable thing about the election of Britain’s first non-white Prime Minister in 2022 is how unremarkable it was. For most of the public the fact that Rishi Sunak is a British Indian wasn’t an issue.

They were more interested in what he could and couldn’t achieve. On the whole, British people are relaxed about the multiracial nature of their country. Estimates suggest one in eight English households includes more than one ethnic group. 12% of couples under the age of 50 are inter-ethnic and mixed-race Britons are one of the country’s fastestgrowing minority groups. Some experts predict that, by the end of the century, one in three of the population will be mixed-race, with the figure rising to 75% by 2150.

But a recent outbreak of violence has shown that the country isn’t the perfect melting pot yet. In the city of Leicester, a wide range of ethnic groups have lived together in relative harmony for decades.

The UK

2 What are the advantages and disadvantages of a multicultural society?

8 What was people’s reaction to these events?

361

CULTURE

KEY FIGURES

British women Emmeline Pankhurst

NAME: Emmeline Pankhurst DATES: 1858-1928 NATIONALITY: English ROLE: political activist KNOWN FOR: leading the suffrage movement in Britain that helped women win the right to vote

1

Emmeline Pankhurst was born in Manchester in the north of England in 1858.

She became socially conscious at a very young age because her parents were active politically and supported equal voting rights for men and women. At the time only men were allowed to vote. When Emmeline was 14, she went to her first suffrage meeting with her mother and was inspired by the people there.

At the age of 21, Emmeline married Richard Pankhurst, a lawyer who was also active in social reform. Together they formed the Women’s Franchise League (WFL) and fought for the rights of married women to be able to vote in local elections. There were several groups campaigning for women’s suffrage at the time, but Emmeline was frustrated by their slow progress and thought that change should come sooner. In 1903, she formed the Women’s Social and Political Union (WSPU) with her daughter Christabel. The WSPU had a more militant approach, and their motto was ‘deeds not words’. Emmeline and her followers started to use more extreme strategies, such as challenging politicians, interrupting Parliament, damaging buildings and ruining artwork in museums. Emmeline was sent to prison several times; however, these actions attracted a lot more attention and the women soon became known as the Suffragettes. When World War I started in 1914, Emmeline turned her attention to supporting the war effort and encouraged women to do all they could to help. The work women did during the war led to a change of attitude towards women’s roles in society and, in 1918, the Representation of the People Act gave women over 30 the right to vote. Ten years later, on 2nd July 1928, women were granted voting rights on the same terms as men (over the age of 21).

It became law a few weeks after Emmeline’s death on June 14th.

KEY CONCEPT

the suffrage movement: a movement which fought for women’s right to vote in the late 19 and early 20 centuries.

215 Read and listen to the text about Emmeline Pankhurst and answer the questions.

2 DISCUSSION The WSPU used ‘deeds not words’

1 What was Emmeline Pankhurst famous for?

to protest. Read Emmeline Pankhurst’s statement below. Do you agree or disagree with it? Why?

2 When and why did she first become socially aware?

‘A defiant deed has greater value than innumerable thousands of words.’

3 What did the WFL fight for?

4 How was the WSPU different to other suffrage movements of the time?

5 What event finally helped change attitudes towards women’s right to vote?

6 When were women granted the same voting rights as men?

362

3

DIGITAL COMPETENCES

Go online and find out more about one of the most famous acts of protest for women’s suffrage which occurred at the Epsom Derby horse race in 1913. Answer the questions.

1 Who was Emily Wilding Davison?

2 What happened during the horse race?

1

The UK

Margaret Thatcher

NATIONALITY: English ROLE: British Prime Minister KNOWN FOR: being the first female and the longest serving British Prime Minister of the 20 century

PEOPLE & SOCIETY

216

DATES: 1925-2013

HISTORY

1

NAME: Margaret Thatcher

GEOGRAPHY

Margaret Thatcher was born in Grantham, a small market town in England, in 1925.

Her parents ran a grocery store, but her father was also involved in local politics, and served as the Mayor of Grantham in 1945. Thatcher studied Chemistry at Oxford University, but her real interest was politics and while she was a student, she became the president of the Oxford University Conservative Association.

After university, she worked as a research chemist for a short time before getting married, having twins and retraining as a lawyer. Thatcher entered politics in the 1950s and quickly rose through the ranks of the Conservative Party. She was elected as a Conservative Member of Parliament on her third attempt in 1959 and served in various roles before being elected leader of the Conservative Party in 1975. Finally, in June 1979, she was elected as Britain’s first female Prime Minister, a role she kept for over 10 years, until 1990.

Margaret Thatcher was a very controversial figure. She thought that people depended too much on the state and that the government interfered too much in the economy. She introduced contentious policies such as the privatisation of state-owned industries and the reduction of social welfare programmes, as well as selling off public housing and reducing the influence of trade unions. During her time in office she faced numerous challenges, including fighting and winning a war against Argentina in 1982 to maintain control of the Falkland Islands, a British overseas territory.

Thatcher had a combative, uncompromising approach to achieving political goals and this earned her the nickname the Iron Lady. As the head of the Conservative Party, she won three national elections and accelerated the evolution of the British economy from statism to liberalism. She resigned as Prime Minister in 1990, after her popularity declined and the Conservative Party turned against her. Despite the controversies and criticisms surrounding her legacy, Margaret Thatcher was one of the most influential and significant British politicians since Winston Churchill.

Read and listen to the text about Margaret Thatcher and answer the questions.

1 What areas did Thatcher work in before she became a politician?

ECONOMY

2 When did she become the British Prime Minster?

3 How long did she keep that role?

4 What were her opinions about the state and the economy?

5 What were her main achievements during her time in office?

6 Why was she known as the ‘Iron Lady’?

POLITICS

2

DIGITAL COMPETENCES

Go online and find out more about one of these topics. Give a short presentation to the class about it. the Falklands War • the Housing Act 1980 • the UK miners’ strikes 1984-85 • the privatisation of British Telecom

363

CULTURE

THE UK ECONOMY Britain has a mixed economy, although over the past two decades, the government has reduced public ownership and limited the growth of social welfare programmes. It now owns very few businesses and the private sector accounts for about 80% of output and employment.

The service sector dominates the British economy, contributing about 81% of the GDP. Banking, insurance and business services are particularly important, and London is the second-largest financial centre in the world.

In 2020, the British economy suffered badly due to the COVID-19 pandemic, but a rapid response to vaccination and the gradual lifting of restrictions led to a quick recovery and by the end of 2021, the economy had reached the pre-pandemic levels. Since then, however, a number of factors have slowed economic growth: • a rise in the global demand for goods and higher shipping costs have led to supply shortages in the UK. The increased barriers to trade with the EU following Brexit have also had a negative effect on supply chains; • a decrease in the workforce, due to EU workers leaving the UK post-Brexit, a pandemic-related increase in ill health, people re-evaluating their life choices, e.g. retiring early; UK economy: main economic indicators • a dramatic increase in

inflation, made worse by rising energy prices following Russia’s invasion of Ukraine.

Economic growth is predicted to slow even more as rising living costs affect consumer spending and businesses invest less due to higher interest rates.

KEY CONCEPT

GDP (Gross Domestic Product): the total value of all the products and services a country produces.

$3.344 trillion (2021) $3.376 trillion (2022) $3.160 trillion (est. 2023)

GDP

GDP composition by sector (2021): Services 80.5% Industry 18.8% Agriculture, forestry & fishing 0.6% GDP growth

7.44% (2021) 4.30% (2022) 0.30% (est. 2023)

Inflation rate

2.6% (2021) 9.1% (2022) 6.1% (est. 2023)

Labour force

33 million (2023)

Unemployment rate

4.52% (2021) 3.80% (2022) 3.90% (est. 2023)

1

Which type of economy do you think the UK has? Why? Read the first line of the text and check your answer. free-market economy • command economy • mixed economy

2

217 Read and listen to the text about the UK economy and decide if the statements are true (T) or false (F). Correct the false statements.

THINK

1

The public sector has grown over the past twenty years.

2

Most of the UK’s GDP comes from services.

3

In 2020, the economy grew rapidly.

364

4

Brexit hasn’t affected the British economy.

5

The UK’s inflation rate went down slightly in 2022.

6

The UK is facing a boom in economic growth.

1

The UK

FOREIGN TRADE The UK is the sixth largest importer in the world, after India, and the seventh largest exporter. It has a trade deficit in relation to goods, but a large surplus in the services sector. The EU is one of its main trading partners.

In 2020, UK imports and exports fell dramatically because of the COVID-19 pandemic and uncertainties related to Brexit. On 1st May 2021, the UK-EU trade deal came into force, facilitating trade between the UK and the EU. Both imports and exports have increased since then, although a series of new customs and regulatory checks have made the process more complicated.

UK EXPORTS 2023

UK IMPORTS 2023

Goods

£427.3 billion

Goods

£635.3 billion

Services

£415.4 billion

Services

£265.7 billion

TOP 10 EXPORTS 2023 (£BN)

TOP 10 IMPORTS 2023 (£BN) 153.1

1. Other business services

91.3

2. Financial services

73.8

2. Travel services

74.9

3. Travel services

60.0

3. Gas

44.4

4. Telecoms, computer & Information

34.7

4. Cars

35.6

5. Mechanical power generators

30.3

5. Crude oil

32.3

6. Crude oil

28.1

6. Refined oil

32.2

7. Cars

26.5

7. Pharmaceutical products

29.9

8. Pharmaceutical products

26.2

8. Transport services

29.0

9. Refined oil

18.0

9. Mechanical power generators

24.1

10. Metals

17.1

10. Telecoms & sound equipment

21.8

TOP EXPORT MARKETS (£BN) 168.3 20.6%

USA

110.8

12.3%

Germany

55.9

6.9%

Germany

82.3

9.1%

The Netherlands

55.2

6.8%

China

73.4

8.1%

Ireland

54.7

6.7%

The Netherlands

64.2

7.1%

France

43.3

5.3%

France

51.2

5.7%

China

37.6

4.6%

Norway

46.5

5.2%

PEOPLE & SOCIETY

USA

218 Read and listen to the text about foreign trade and complete the sentences.

4 In 2023, the top ................................................................... exports were all services.

1 The UK is the ................................................................... largest importer and the ................................................................... largest exporter globally.

5 In relation to energy and transport fuel, the UK imports a lot of ..................................................................., crude oil and ................................................................... oil.

3 It has a trade surplus for ................................................................... and a trade deficit for ................................................................... .

2

POLITICS

2 ................................................................... countries, the USA, and China are its main trading partners.

ECONOMY

1

HISTORY

TOP EXPORT MARKETS (£BN)

GEOGRAPHY

1. Other business services

DIGITAL COMPETENCES

Go online and find out about Italy’s foreign trade. Write a short report comparing it with UK foreign trade.

365

CULTURE

THE IMPACT OF BREXIT

Brexit referendum results

In June 2016, the majority of British citizens voted Leave Remain to leave the EU. After the referendum, Prime England 53.4% 46.6% Minister Theresa May, invoked Article 50 of the Wales 52.5% 47.6% Lisbon Treaty, giving the UK and the EU two years Scotland 38% 62% to agree on the terms of division. The UK was Northern Ireland 44.2% 55.8% scheduled to leave on 29th March 2019, however it proved extremely difficult to come to an agreement.

The UK 51.9% 48.1% British MPs finally passed the Brexit Withdrawal Agreement in December 2019, and the UK officially left the EU on 31st January 2020. After the UK withdrew from the EU in 2020, the global disruptions of COVID-19 and the war in Ukraine made it difficult to make an accurate assessment of the impact of Brexit. Even so, Britain coped less well with the global problems than other advanced economies. In the postpandemic period, it had the slowest growth rate among G7 countries, and its economy took longer to recover than other major economies. Since Brexit: • the UK’s trade with the rest of the world (including the EU) has fallen relative to the size of its economy. New trade deals may help this, but progress is slow; • investment in the UK has slowed, as businesses remain concerned about the outlook for the economy; • due to changes in the rules of free movement of labour, about 330,000 EU workers left the UK. Although this is only about 1% of the total workforce, sectors such as transport, hospitality and retail have been particularly badly affected.

UK economic growth since 2019 GDP growth from Q4 2019 to Q1 2023

5.3%

United States Canada

3.5%

Italy

2.4%

France

1.3%

Japan

1.3%

Germany -0.1% United Kingdom -0,5% 0% Source: OECD

1

THINK

1%

2%

3%

4%

5%

Where does the word ‘Brexit’ come from?

2 Look at the tables and charts on these pages and answer the questions.

1 By what percentage did UK voters vote to leave the EU in the 2016 referendum?

2 Which British countries voted to remain?

3 What happened to the UK’s GDP growth between 2019 and 2023?

4 What percentage of British voters thought it was wrong to leave the EU in 2023?

5 What percentage of people think Brexit is working out better than expected?

3

Read and listen to the text about the impact of Brexit and decide if the statements are true (T) or false (F). Correct the false statements.

219

1

Article 50 of the Lisbon Treaty allows countries two years to leave the EU officially.

2

The UK left the EU in March 2019.

366

1

The UK

Any Bregret?

Surveys show that many Brits are suffering from Bregret (Brexit+regret) Seven years after people in the UK voted to leave the EU, polling in Britain suggested public opinion had turned against Brexit.

Do you think Britain was right or wrong to leave the UK? Don’t know 13%

Do you think Britain’s exit from the EU is working out better or worse, or about the same as you expected?

Better 9%

Right 33%

Don’t know 7%

Worse 45% Same 39%

Wrong 54%

Source: statistica.com 2023

Source: Ipsos 2023

This change of opinion was probably due to several different factors:

GEOGRAPHY

• Brexit was followed by a period of political and economic chaos in the UK. Politically, over the six years after the referendum, there were two national elections and four different Prime Ministers. And economically, there was an unprecedented period of stagnation across the economy. This was partly due to global disruptions but Brexit probably contributed to economic difficulties due to its effect on trade.

Plus, the fact that Brexit took so long to organise meant that the government had difficulty resolving other economic problems;

HISTORY

• the change in attitude may also be explained by changing demographics. In the referendum, 64% of people over 65 voted to leave, whereas 71% of the 18- to 24-year-olds voted to remain.

Since then, more young people have become voters and a proportion of the older people have died;

Crises, like the Ukraine war, made it hard to understand the full impact of Brexit.

3 The EU responded in an efficient / ineffective way to the recent global crises affecting Europe.

4

Post-pandemic, the UK had the fastest growth rate among G7 countries.

4 Since Brexit, support for the EU in other EU member countries has increased / decreased.

5

A lot of non-British EU workers left the country post-Brexit.

1 UK politics was stable / unstable in the six years following Brexit.

2 Young British people are more likely to have a positive / negative attitude towards the EU.

CRITICAL THINKING Do you think that the UK’s exit from the EU has had a positive or a negative impact on the country in general?

Discuss your ideas in class.

6 DISCUSSION In pairs or small groups, discuss how you feel about the EU. If there were a referendum in Italy, how would you vote?

Why?

367

POLITICS

Read and listen to the text about Bregret and choose the correct alternative.

220

5

ECONOMY

4

3

PEOPLE & SOCIETY

• finally, British people’s opinions about the EU may also have changed.

In 2016, many regarded it as being too bureaucratic and not efficient enough. However, the EU has reacted quickly and in a united manner to many of the crises affecting Europe over recent years and today most Europeans are more positive about its future.

CULTURE

NATURAL RESOURCES

Dairy farming in the UK

Agriculture Agriculture produces approximately 58% of the food consumed in the UK, however it employs only 1% of its workforce. In 2021, agriculture contributed around 0.68% of GDP. There are three main types of farming in the UK. Livestock farming is common in hilly areas which are unsuitable for growing crops like Wales and northern England.

Livestock includes cattle, pigs, sheep and poultry.

Dairy farming is the single largest agricultural sector in the UK. Dairy is common in the western half of Britain, where the climate is mild and wet, and the land is low or hilly.

Arable farming is common in the south-east of England, where the land is flat and fertile. The main crops are cereals (wheat, barley, oats and rye), potatoes and fresh vegetables, oilseed and sugar beet. The method of farming is intensive, highly mechanised and efficient.

Fishing The fishing industry makes an important contribution to the rural economy, especially in the remote rural areas of Scottish west coast and its islands. Even so, the UK fishing industry is in decline, due to overfishing, and now supplies less than 50% of the UK market. The most important fish caught at sea are cod, haddock and mackerel. Fish farming in the UK is expanding, however, with salmon, trout and shellfish being the major products.

Mining and energy UK PRODUCTION OF PRIMARY FUELS (million tonnes of oil equivalent) 2000

2021

Primary oil

138.3

44.7

Natural gas

108.4

31.3

Coal

19.6

0.7

Primary electricity

20.2

17.0

Bioenergy & waste

2.3

12.8

288.7

106.6

Total

1

The UK has large reserves of coal in the north-east of England, and natural gas and oil resources in the North Sea around Scotland. However, the production of these fossil fuels has been falling since the start of the 21st century. Coal has become very expensive to mine and pollutes the environment, while supplies of North Sea gas and oil are declining: since 2000, production has fallen by an average of 5.1% per year. Today, the UK imports almost 38% of its energy, which makes its energy supply vulnerable. The energy crisis in 2022, following Russia’s invasion of Ukraine, affected the UK badly for this reason.

Read and listen to the text about the UK’s natural resources. Find: 221

1 the percentage of food produced and consumed in Britain.

2 the percentage of people employed in farming.

3 eight crops grown on British farms.

4 the three main kinds of farming.

2 INVALSI Complete the sentences with a maximum of four words.

1 The UK has large reserves of three fossil fuels: ..................................................................., ................................................................... and ................................................................... .

2 The production of fossil fuels has begun to ................................................................... since ................................................................... .

3 Today, the UK ................................................................... about ................................................................... of its energy.

5 why dairy farming is common in the western half of Britain.

4 The UK’s energy supply is ........................................................................ .

6 the reason why the UK fishing industry is in decline.

5 In 2022, the UK suffered a bad ................................................................ due to ................................................................... .

368

1

The fracking debate Fracking has been in the news again. After the procedure was banned in the UK in 2019, the Conservative government lifted the ban in September 2022, only to ban it once more after a month!

But what exactly is fracking?

1 .......................... Here’s what you need to know.

What is fracking?

Fracking, or hydraulic fracturing, involves drilling into the earth and injecting water and chemicals at high pressure to break rocks and release the gas trapped inside.

tourism and agriculture in the area. In 2021, just 4% of the British public were in favour of fracking and 45% opposed it.

Why did the government want to reintroduce fracking?

3 .......................... It heats around 80% of the country’s homes and, on some days, can generate almost 50% of the country’s electricity. Following Russia’s invasion of Ukraine in 2022, 4..........................

Although fracking is very controversial, in September 2022, the then Prime Minister, Liz Truss, thought that reintroducing fracking would be a way to reduce the UK’s reliance on energy imports. 5..........................

In fact, when Rishi Sunak succeeded Truss a month later, he restored the ban.

FIRST

2 Match the words (1-5) from the article to their translations (a-f).

C Many people agreed with this decision.

F European gas prices surged to record highs.

G Injecting fluids at high pressure can cause tremors in the earth.

3

fracking

a trivellare

2

ban

b terremoto

3

to drill

c dipendenza

4

earthquake

d divieto

5

reliance

e trivellazione

DIGITAL COMPETENCES Go online and find out where Italy’s energy comes from.

Write a report (140-190 words). Include information about:

POLITICS

E Supporters argue that this has helped reduce the price of gas.

1

ECONOMY

A It was a very unpopular decision.

B And why is it so controversial?

D Britain is heavily reliant on natural gas.

Source: CNBC, 2022

PEOPLE & SOCIETY

Read and listen to the article and choose from the sentences (A-G) the one which fits each gap (1-6). There is one extra sentence which you do not need to use.

222

What other countries practise fracking?

Fracking has expanded rapidly across the USA over the past two decades and there are plans to increase the practice even further.

6 .......................... However, the practice remains banned in many European countries, including Germany and France.

HISTORY

1

IN THE MEDIA

GEOGRAPHY

Why was it banned in the UK? 2 .......................... A fracking site in Blackpool, in the north-west of England, had to stop its work after three small earthquakes were detected in the area in less than one week. People also protested about the impact on the landscape, the environment,

The UK

fossil fuels and renewable energy • how much energy is imported • fracking in Italy

369

CULTURE

MANUFACTURING The UK is the ninth largest manufacturing country in the world, although the importance of manufacturing for Britain’s economy has been falling for many years.

It has gone down by more than 0.4% per year over the last 55 years, twice the rate of Italy. In the 1970s, manufacturing contributed 25% of the GDP, but by 2023 this percentage had fallen to around 14%. The declining share is the result of growth in other sectors, especially in the service sector which is the dominant sector in the UK economy.

The number of people employed in manufacturing has also fallen sharply over the last few decades. In 1982, 21% of the workforce worked in manufacturing industries compared to just 8.1 today. This is because technology and automation have led to increased productivity levels, while demand hasn’t increased at the same rate.

1

AIRCRAFT

2

PRECIOUS METALS

This industry is the second largest in the world. The UK is particularly renowned for the production and assembly of aircraft wings and engines.

Firms in this industry refine gold, silver and platinum metals and their alloys for markets, including the jewellery, motor vehicle and computer industries.

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

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

IMPORTANT UK MANUFACTURING INDUSTRIES

3

MOTOR VEHICLES This industry is important, but has declined over the past few years. Two major companies are Jaguar Land Rover Automotive PLC and Nissan Motor Manufacturing (UK) Ltd.

4

PHARMACEUTICALS This industry has an important position in both the global pharmaceutical market and the UK economy. ....................................................................................................... .......................................................................................................

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

1

2

Match the British companies to the important UK manufacturing industries (1-4).

AstraZeneca • McLaren Automotive • Airbus UK • The Royal Mint THINK

Read and listen to the text about manufacturing. Correct the mistakes in the sentences.

1 The UK is the largest manufacturing country in the world.

370

223

2 The importance of British industries continues to grow.

3 The number of people employed in manufacturing has risen to 21% of the workforce.

4 Manufacturing contributes about a quarter of the GDP. 5 Technology and automation have led to increased demand.

1

The UK

SERVICES Service industries include finance, retailing, wholesaling, tourism, business services, transport, insurance, investment, advertising, public relations, marketing, education, administration and government and professional services. In the UK, services account for 71.63% of the GDP and 82% of employment.

Financial services London is one of the largest financial centres in the world and generates over 50% of the financial service sector output of the UK. It is a global hub for the insurance industry and attracts a large amount of business from an increasingly global economy.

Other British cities have developed as financial centres in recent decades. These include Leeds, which is expected to become the largest financial centre outside of London, Manchester, Cardiff, Liverpool, Edinburgh and Glasgow.

Tourism Tourism is one of the largest service industries in the UK and it employs 4.1 million people – around 11.8% of the workforce. However, the tourist industry has faced important challenges in recent times. In 2020, it decreased dramatically during the COVID-19 pandemic. Another challenge comes from Brexit and its consequences. Higher travel costs, passport and visa requirements and more complicated travel arrangements are some of the problems that tourists have when considering a holiday in the UK.

Creative industries

224

Read and listen to the text about services and answer the questions.

1 What percentage of the UK workforce is employed in the service sector?

4 How many people are employed in the tourism industry?

2 Which city is the most important financial centre of the UK?

5 What challenges did the tourism industry face in 2020?

2

225

6 What creative industries have grown strongly over the last twenty years?

Listen to an expert talking about tourism in the UK and complete the table.

UK TOURISM INDUSTRY

2021

2019

PEOPLE & SOCIETY

3 Where have other financial centres developed?

HISTORY

1

GEOGRAPHY

Creative industries, including advertising, film and TV production, product design, book and music publishing and the fine art and antiques markets have grown strongly in the last two decades. In 2022, the creative industries accounted for 6.9% of all UK jobs. Perhaps unsurprisingly, 34% of all creative business are in and around London.

Number of overseas visitors ECONOMY

Money spent on tourist services Most popular reason for travelling Most visited city

3 ORIENTATION In pairs or small groups, discuss the following questions.

2 How important is tourism in the Italian economy?

3 What types of service industry jobs are there in

Italy?

POLITICS

1 What are the main service industries in Italy?

4 Would you be interested in a job in the service industry? Why? Why not?

4 Write a report (140-190 words) about the service industry in Italy. Use the information from Ex. 3 to help you.

371

CULTURE 1 NO POVERTY

GLOBAL CITIZENSHIP

One of the aims of this goal is to end poverty around the world and to ensure social protection for the poor and vulnerable.

The cost-of-living crisis in the UK The cost of living is the amount of money needed to cover basic expenses such as housing, food, taxes and healthcare. Since 2021, there has been a cost-of-living crisis in the UK because the price of essential goods has gone up faster than household incomes. Inflation rose dramatically to 10.4% at the start of 2023, which made the problem even worse.

Several factors contributed to the crisis. These include global factors such as the COVID-19 pandemic, the war in Ukraine, rising fuel prices and supply-chain shortages, as well as local factors like the increase in taxes and labour shortages due to foreign workers leaving the country after Brexit. Rising costs affect everybody, but have the most dramatic effect on low-income individuals and families. According to the UK Poverty Profile, about one in five people live below the poverty line in the UK. At the end of 2022, 70% of low-income households couldn’t afford some essential items, 60% were unable to cover the cost of an unexpected event and over 50% were in debt.

At the start of 2023 94% of British adults said their cost of living had increased.

95% said they spent more on their food shopping.

73% said they spent more on gas and electricity.

23% had experienced financial vulnerability.

Source: ONS (Office for National Statistics)

KEY CONCEPT

poverty line: the estimated minimum level of income needed to secure the necessities of life.

1

What do you think are the basic expenses for a family every month? Make a list and discuss it with the class.

THINK

2 Copy and complete the map with the factors that have contributed to the cost-of-living crisis in the UK. UK COST-OF-LIVING CRISIS

GLOBAL FACTORS

3

Read and listen to the text about the cost-of-living crisis in the UK. What do these fìgures refer to?

226

1 10.4

4

LOCAL FACTORS

227

2 one in five

3 70%

4 94%

5 95%

Read and listen to the article about homelessness in London and answer the questions.

1 What is an important consequence of the rising cost of rents and energy bills in London?

2 How many homeless people were there in London at the end of 2022?

3 What proportion were first-time rough sleepers?

372

1

The UK

Rough sleepers in London up by 24% as rents and energy bills rise

T

he number of people sleeping rough in London has gone up 24% in a year, according to an official count. More than 3,600 people slept on the capital’s streets over a four-month period at the end of 2022, as street homelessness in London headed back towards pre-pandemic levels. The increase is largely due to the high number of first-time rough sleepers,

who represent more than half of the figures, suggesting that higher living costs are pushing people into homelessness.

of evictions in London have increased more than four times since 2021, when a ban was in place due the pandemic.

Rising private rents and increasing evictions1 are listed as causes by homelessness campaigners. Rents for new tenants in London have risen 16% in one year and the number

Matt Downie, the chief executive of the charity Crisis, said: ‘These figures are frightening. Every case of rough sleeping is a person going through the trauma, danger and despair of life on the streets.’

Source: The Guardian, 2022

GLOSSARY evictions: sfratti

More than 50% of England’s homeless population live in London. The rate of rough sleepers there is 60 people per 10,000.

4 How many times has the number of evictions increased since 2021?

5 What is the rate of rough sleepers in London?

5

CRITICAL THINKING

In pairs or small groups, discuss the questions.

1 Is homelessness an issue where you live?

2 What help is available for homeless people and low-income families in Italy?

3 Do you think the Italian government helps homeless people enough?

4 If your family had to cut down on non-essential spending, what would you give up? Choose from the items below or add your own ideas.

TV subscriptions (e.g. Netflix) • doing sport (going to the gym, etc.) • going out with friends • snacks and sweets • video games

6

DIGITAL COMPETENCES

Go online and find information about the cost of living and poverty line in Italy since 2021. How have people’s lives been affected? Compare the information to the data in Britain and write a report (140-190 words).

373

CULTURE

THE UK POLITICAL SYSTEM Type of system: Constitutional monarchy Head of State: The British Monarch Head of Government: The Prime Minister Parliamentary houses: House of Commons, House of Lords Main political parties: Conservative, Labour, Liberal Democrats Elections: every 5 years Voting age: 18 (UK Parliament), 16 (devolved and local elections in Scotland and Wales)

The UK is a constitutional monarchy (with a king or queen as the Head of State) and a parliamentary democracy (with the parliament as the legislative body). The parliament is bicameral, with an elected House of Commons and a non-elected House of Lords.

The House of Commons has 650 members, known as Members of Parliament (MPs). In the past, membership of the House of Lords was a right of birth to hereditary peers1, but today, after a series of reforms, only 92 out of about 800 members are hereditary peers while the rest are appointed by the House of Lords Appointments Commission.

The constitution Unlike most modern states, the UK does not have a written constitution. Instead, it follows a series of rules, regulations, principles and procedures which are contained in various laws and conventions. Most of these laws and regulations can be altered by an Act of Parliament.

The UK Government The political party that wins the most seats in the House of Commons at a general election takes control of the government for the next five years. The Prime Minister (PM) is the Head of Government and is chosen by the party members, but officially appointed by the monarch. The Prime Minister selects a series of ministers, the most important of which form a committee called the ‘Cabinet’. Members of the Cabinet are heads of the Departments of State like the Home Department2, the Treasury and the Ministry of Defence. Every week, the Cabinet meets the Prime Minister to discuss important issues.

They set taxes, choose what to spend public money on and decide how best to deliver public services. The government also proposes changes to laws, which must be approved by the House of Commons and the House of Lords.

1

THINK

What do you know about the UK’s political system? Answer the questions.

1 Who is the current British Prime Minister?

2 What party holds the government majority in parliament now?

3 How much political power does the monarch have?

4 Where is the UK parliament located?

5 How often are elections held?

2

228

Read and listen to the text about the UK political system. Correct the mistakes in the sentences.

1 The British Parliament is elected every six years.

2 The House of Lords is an assembly of elected members.

3 The British constitution is a written document.

4 The Prime Minister is chosen by the monarch.

374

5 The Cabinet is a restricted committee formed by several junior ministers.

6 The UK Parliament has no power over the Scottish, Welsh and Northern Irish Parliaments.

1

MAIN POLITICAL PARTIES

For the past 150 years, Britain has had a predominantly two-party system consisting of:

The UK

DID YOU KNOW?

CONSERVATIVE PARTY

LABOUR PARTY

Right-of-centre party developed from the group of MPs known as the ‘Tories’ in the early 19 century.

Left-of-centre party formed at the start of the 20 century from an alliance of trade unionists3 and intellectuals.

The UK Parliament is often called the ’mother of parliaments’ because other countries copied and adapted the Westminster system of parliamentary democracy.

Other political parties include the Liberal Democrats, the Scottish National Party, the Democratic Unionist Party or DUP (Northern Ireland), Sinn Féin (Northern Ireland), Plaid Cymru (Wales), the Green Party and, since 2018, Reform UK, a right-wing populist party originally called the Brexit Party.

The role of the monarchy The power of the monarchy has been reduced greatly over the last four hundred years.

At the end of the 17th century, the monarchy lost executive power and over the years became increasingly subject to parliament, resulting in today’s constitutional monarchy.

So, while the sovereign is Head of State, they do not have any political power and the ability to make and pass legislation resides with the elected parliament. The royal family carry out various official, ceremonial and representational duties.

KEY WORDS

Read the text again and find the words and phrases that match the definitions.

1 An assembly that makes the laws of a country. ................................................................................................................................................

3 A political organisation that puts forwards candidates in political elections. ....................................................

5 A group of senior ministers who lead on specific policy areas. ...............................................................................................

system.

Italian Political System Type of system: ......................................................................................................................................

Head of State: ............................................................................................................................................

Head of Government: ..............................................................................................................

Parliamentary houses: ...........................................................................................................

Current ruling parties: ..............................................................................................................

Opposition parties: ........................................................................................................................

Elections: ..............................................................................................................................................................

Voting age: .......................................................................................................................................................

5 Write a paragraph comparing the political

systems in the UK and Italy. Use the information from Ex. 4 to help you.

375

POLITICS

4 The transfer of power from a central organisation to smaller organisations or departments. ...........................................................................................................................

4 Complete the factfile about the Italian political

ECONOMY

2 A set of laws according to which a country is governed. ........................................................................................................................................

peers: pari Home Department: Ministero degli Interni trade unionists: sindacalisti devolved: decentrato

PEOPLE & SOCIETY

3

GLOSSARY

HISTORY

Over recent years, the UK has given Scotland, Wales and Northern Ireland more control over their own domestic affairs through devolution. Today each country has their own devolved4 government, however, they are still represented in Westminster, both in the House of Commons and in the House of Lords. Although the devolved governments have some legislative powers, they do not have the same power as the UK Parliament, which maintains control of core areas including the tax system, security, defence, international relations and communication.

GEOGRAPHY

Devolution

CULTURE

Check your knowledge GEOGRAPHY

p. 352

1 Complete the sentences with the words. There

are two extra words you don’t need to use. continental • Scotland • temperate • changeable • Severn • Thames • Northern Ireland • England 1

isn’t part of Great Britain.

2 Edinburgh is the capital of

.

3 The majority of the UK population live in .

4 The River river.

climate.

6 The weather in the UK is very

HISTORY

ECONOMY

is the UK’s longest

5 The UK has a

The UK has accepted a significant number of in recent years, many from conflict zones like Syria, Afghanistan and Ukraine. The 2021 Immigration Act introduced a range of measures aimed at reducing to the UK, including halting the of movement. Despite these challenges, multiculturalism remains a vibrant part of British society.

.

p. 354

2 Choose the correct alternative.

1 The First Industrial Revolution started in the 17 / 18 century.

2 At its height, 25% / 50% of the global population was part of the British Empire.

3 The UK and seven former colonies formed the Commonwealth of Nations in 1949 / 1959.

4 The 1992 Black Friday / Wednesday financial crisis cost the UK Government £3.3 billion.

p. 364

4 Answer the questions.

1 What type of economy does the UK have?

2 Which sector, services, industry, or agriculture, is the most important?

3 What are the UK’s top three export markets?

4 What are the UK’s main imports?

5 What has happened to UK manufacturing over recent decades?

6 Which three sectors of the service industry are important for the UK economy?

5 The UK officially left the EU on 31 January 2016 / 2020.

6 Operation London Bridge / Windsor Castle was the code name for Queen Elizabeth II’s funeral plans.

PEOPLE & SOCIETY

p. 360

3 Complete the text with the words and phrases. humanitarian crises • diverse communities • freedom • net migration • refugees • economic recovery

Multiculturalism is a key aspect of British society, with from around the world contributing to the country’s cultural and economic fabric. Many arrived after World War II, to help the UK’s post-war . Modern migration to the UK has been shaped by a range of factors, including economic opportunities, family reunification and .

376

POLITICS

p. 374

5 Complete the sentences.

1 The British Head of State is the

.

2 The bicameral parliament is comprised of the House of Commons and the .

3 There are general elections in the UK every .

4 The Head of Government is called the .

5 The members of the Cabinet are heads of the .

6 Scotland, Wales and Northern Ireland have their own

.

1

Summary map

Summary map video

Video script

The UK

Slide review

THE UK

GEOGRAPHY

THE UNITED KINGDOM

PRE-20TH CENTURY

HISTORY

PEOPLE & SOCIETY

First Industrial Revolution (c. 1760-1830) British Empire reaches its peak

20TH CENTURY

World Wars I & II: Britain’s wealth & power declines The Commonwealth of Nations is formed (1949) Black Wednesday (1992)

21ST CENTURY

Brexit referendum (2016) UK officially leaves the EU (2020) Death of Queen Elizabeth II (2022)

MULTICULTURAL

Due to: history of colonisation, modern migration, humanitarian migration

MIXED ECONOMY

Services: 80.5% Industry: 18.8% Agriculture, forestry & fishing: 0.6%

FOREIGN TRADE

Major trading partners: the EU, USA & China

ECONOMY

TYPE OF GOVERNMENT

POLITICS

Four nations: England, Scotland, Wales & Northern Ireland Area: 243,610 km Population: about 67.7 million Capital: London Language: English

Parliamentary democracy with a constitutional monarchy

HEAD OF STATE

The British monarch (king or queen)

PARLIAMENT

Bicameral: House of Commons & House of Lords

GOVERNMENT

Prime Minster Head of Government & the Cabinet Heads of the Departments of State

377

CULTURE

INVALSI THE INFLUENCE OF SOCIAL MEDIA ON UK YOUTH CULTURE Social media is an integral part of UK youth culture. According to a recent survey, 91% of 15-to-16-year olds used social media and 87% had their own social media profile. Although this may not be surprising, it also found that almost 25% of 3-to-4-year olds had their own profile, meaning exposure starts at an early age.

While it’s true platforms like Instagram, Snapchat and TikTok provide young people with a way to connect, express themselves, and explore their identities, the increasing use of social media has also raised concerns about its impact on mental health and well-being.

Studies have shown that social media use can contribute to feelings of anxiety, depression, and low selfesteem, particularly among young people. The constant pressure to present a perfect image online can lead to feelings of inadequacy and a distorted sense of reality. Cyberbullying and online harassment are also serious concerns which can have a devastating impact on young people’s mental health. In addition, the constant need to check notifications and stay connected can make it difficult for young people to disconnect and engage in other activities that are important for their well-being.

Despite these challenges, social media can also be a positive force in UK youth culture. It provides young people with access to information, resources, and support networks that they might not otherwise have. It is also a platform for activism and social change, allowing young people to raise awareness about important issues and connect with like-minded individuals.

To ensure that social media has a positive impact on youth culture and well-being, it is important for parents, educators, policy-makers and the social media companies themselves to take proactive measures. This includes promoting responsible usage and empowering young people with the necessary skills to navigate the digital world safely and confidently. For instance, enhancing digital literacy and critical thinking skills, encouraging screen breaks, and making mental health support and counselling resources readily available. By providing young people with the support and resources they need, we can make sure social media has a positive impact on their lives and overall well-being.

1 Read the text about social media and youth culture in the UK.

Decide if the statements (1-5) are true (T) or false (F), then write the first four words of the sentence which supports your decision. The first one (0) has been done for you.

0 T Social media use starts at a very young age in the UK. Although this may not Q1

The use of social media can lead to young people experiencing anxiety and depression.

Q2

The pressure to present an ideal image online does not impact on young people’s mental health.

Q3

Web communities can be an effective platform for activism and making social changes.

Q4

It is the social media companies’ sole responsibility to reduce the risks involved with social media.

Q5

Taking a break from social media helps ensure responsible usage of social media.

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1

The UK

Esame di Stato orale 1 Look at the chart below. What does it represent? Think about how this connects to the other subjects you have studied. Prepare a brief discussion.

The UK immigration points system 70 points required to apply Required

Pts

Pts

Speaks English as required

10

Job has salary of over £25,600

20

Has job, offer or sponsor

20

Job in shortage occupation list

20

Job has proper skill level

20

Has a PhD degree

10

Job has salary of £20,480- £23,039

0

Job has salary of £23,040 - £25,599

20

10

Has a PhD degree in science, technology, maths and engineering (STEM)

L’IMMIGRAZIONE

INGLESE • The British Empire p. 359

STORIA

• The Commonwealth p. 356 • Multiculturalism in the UK p. 360

• La colonizzazione • Le dinamiche migratorie

• The impact of Brexit p. 370

ECONOMIA POLITICA

DIRITTO

• La globalizzazione e

• La tutela giuridica degli stranieri

l’influenza dell’immigrazione

in Italia

ECONOMIA AZIENDALE • Immigrazione e Responsabilità Sociale delle Imprese (CSR):

379