3. Match the following verbs and nouns.

Verb	Noun
1) to abuse 2) to exploit 3) to affect 4) to adopt 5) to guarantee 6) to embody 7) to regulate	a) ideas b) world c) right d) practice e) labour f) power g) relationship

4. Make up your own sentences with the word combinations given above.

5. Choose the words from the box to complete the sentences. Mind extra words in the box.

standards market communicate identity competition barrier pollution diversity customer

1) The environmental sufferings from … are one of the consequences of globalisation.

2) Each country and the … in each country has different tastes and different spending patterns.

3) Globalisation helps to … easily and quickly on a global base.

4) Proponents of globalization argue that it allows poor countries to raise their … of living.

5) Globalisation reduces trade … and makes trade easier.

6) Opponents of this process claim that it leads to the loss of national ... .

7) Greater international tourism triggers off the access to cultural … .

8) The … between companies all around the world takes place on a single global platform.

6.Match the following adjectives to the nouns (one of the adjectives appears twice).

1) economic 2) global 3) sport 4) civil 5) developing 6) living 7) technological

a) standards b) product c) nations d) media e) events f) independence g) liberties h) village

7. Fill in the gaps in the sentences with the words given above in a proper form.

1). More and more often, the term ... … is used to describe the world and its people.

2) Such a … ... as the microchip is the greatest contributor to the global village.

3). Globalisation can lead to economic growth and higher … … .

4) Proponents of globalization say that it has been an absolute boom for … … .

5) Thanks to … … coverage the protestors have been remarkably successful in forming public opinion.

6) Recognition of … … is one of the gains of globalization.

7) People all over the world take part in the same … … as Olympic Games.

ANALYSIS AND DISCUSSION

Over to you

1.The extracts below are from a book about globalization and how it affects businesses.

1) Read them through quickly. Which one is a) in favour of globalisation, b) neutral, c) against globalisation?

2) Complete the following statements with your ideas about the extracts below. Read the statements to the group and take questions.

I basically agree with the idea … .

I totally disagree with the point about … .

I can't believe the opinion … .

a) Globalisation of the economy has brought immense benefits to advanced countries, such as the UK, and has encouraged growth and development in many Asian and Latin American countries, though Africa is not yet one of its beneficiaries. One of the benefits of globalization is the widespread connecting of people, sharing of information and ideas brought about in part by the Internet. 160 million people are now connected to e-mail. 400 million people now travel each year to another continent, admittedly at great cost to the environment –one passenger journey produces as much pollution as a family car in one year.

b) An entire global industry can be dominated by a small number of companies, 85% of global tea trade is controlled by just a few companies. An entire country can depend on a single transnational company. Transnationals provide only 5% of employment whilst controlling 70% of world trade. 51% of the top economic units are companies not countries. It is argued that companies are not intrinsically interested in countries in which they operate as employers and they have been accused of abusing their power. Often they adopt lower health and safety standards and employ workers in countries with lowest wages and plough most of the profits and taxes back home.

c) As an indication of their size and importance, the turnover of four of the biggest transnationals, General Motors, Ford, Exxon, and Shell exceeds that of the whole of Africa. Microsoft has optimised its operations to the extent that it is now larger than many national economies (e.g. Switzerland). Twenty-five years ago there were 7,000 transnationals; today there are 40,000. 90% are in the industrialised world. The top 500 companies control 70% of world trade, 80% of foreign investment and 30% of GNP.The combined turnover of the ten largest transnational exceeds the GNP of a large group of Third Word countries.

2. Read the text and answer the following questions.

1) Do you have anybody in another country with similar background?

2) Do you think they buy the same products as you or are their tastes and lifestyle very different?

3) Can we speak about the global consumer?

4) What category of people are some of the leading global brands more attractive to?

The global brand is real enough, but what of the global consumer? Nicholas Trivisonno, the chairman and chief executive of AC Nielsen, the US-based international market research company, believes such a character is fictional. “There is no global consumer. Each country and the consumer in each country has different attitudes and different behaviours, tastes, spending patterns,”he says. Nielsen should be in position to know. It has a presence in more than 90 countries across three continents, and works for more than 9,000 clients. Its revenue last year was $1.4 billion, out of a $12 billion global market research industry.

Mr Trivisonno specifically includes teenagers in what he says, though they are often seen by marketing executives as people who have more and more in common worldwide –and to whom some of the leading global brands most appeal.

“We are seeing changes in consumer behaviour, but not a convergence of consumer behaviour,” he says. He believes the reason for this is that even though a global brand may get similar reactions in very different markets, the consumer will view it against different sets of rivals in the market.

“Take a global brand of soft drink. Acceptance of that product may be the same, but the competitive set in any particular country will be different –it could be mineral water, coffee or other types of soft drinks. You need to look behind not only reaction to the global brand but to competitors' brands.”

Defining the competitive market is critical to making sensible use of market research information, and the boundaries are moving more often.

Mr Trivisonno gives the example of a breakfast cereal manufacturer. At one time competition for a cereal would have been from the brands that it stood alongside on supermarket shelves: these days it may be with other breakfast foods, such as yoghurts. “Now it's all about share of stomach, share of thirst,”he says.

4. Read the text and describe in English two aspects of globalization in education.