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BUSINESS ENGLISH 4 – TEACHER’S LECTURE NOTES

Oana URSU

UNIT 1: PRESENTATIONS

1 GETTING STARTED
Exercise 4, page 6 (PDF)
Less formal More formal
1. Hi everyone 1. Good afternoon, ladies and gentlemen
2. What I want to do today is… 2. Today I would like to…
3. As you may know, I’m… 3. Let me just start introducing myself. My name is
4. It’s good to see you all here. 4. It’s a pleasure to welcome you today
5. In my talk I’ll tell you about… 5. In my presentation I would like to report on
6. Today I’m going to talk about… 6. The topic of today presentation
7. OK, shall we get started? 7. I suggest that we begin now
8. I know you’re all very busy… 8. I’m aware that you all have very tight schedules

Phrases to Use - Welcoming the audience, Introducing yourself, Introducing your topic &
Saying why your topic is relevant... on page 6 and Structuring a presentation (I) on page 7
(PDF)!!!

Exercise 6, page 7 (PDF)


2. I’ll be showing you how the database works.
3. During the next two hours we’ll be talking about EU tax reform.
4. I’d like to bring you up-to-date on Unitech’s investment plans.
5. This afternoon I’m going to report on out financial targets for the division.
6. Today I’d like to update you on the proposed training project.
7. This morning we’ll be looking at business opportunities in Brazil.
8. Today I’ll begin by telling you what Olivia’s group is working on.

Phrases to Use - Structuring a presentation (II) page 8 (PDF)!!!!


Exercise 7, page 8 (PDF)
1. Start I’ll start by describing
2. Then Then I’ll move on to show you
3. Finally Finally I’ll discuss how you can choose the best plan
4. Divided I’ve divided my talk into three main parts
5. All First of all, I’ll tell you something
6. After After that I’ll describe how the company is structured
7. Areas I’ll focus on three main areas
8. Third First ….second….. and third our redevelopment

Exercise 8, page 8 (PDF)


1. for Thank you for being here today
2. into I’m divided my presentation into three parts

1
3. of First of all, I’ll give you on overview of our financial situation
4. at First, we’ll be looking at the company’s sales over the last two quarters
5. on In the first part of my presentation I’ll focus on the project’s current status
6. with The first point deal with KKL’s new regulation for Internet use
7. about Secondly, I’ll talk about our investment in online resources

Exercise 10, page 9 (PDF)


1. begin= start off
2. sections=parts
3. I’m= my name is
4. After that=then ; turn=move on
5. responsible for= in charge of
6. I realize= I’m aware

Phrases to Use – Organization - page 9 (PDF)!!!!


Exercise 11, page 9 (PDF)
1. C
2. D
3. H
4. G
5. B
6. F
7. A
8. E

!!! Go through the phrase bank Getting the audience’s attention page 10 (PDF)!!!!
Exercise 13, page 10 (PDF)
1. Did you know that Air France saved €35,000 last year by eliminating one olive from each
salad served in first class?
2. I read in an article somewhere that can’t is a four-letter word. I tend to agree with that!
3. Imagine you won a million euros. Who would you tell first?
4. Can we really compete with the Chinese? Of course we can!

2 SIGNPOSTING – page 12 (PDF)

The Body Language Quiz:


During a presentation, you should:
 stand straight but relaxed;
 keep hands by your side;
 if you want to emphasise something, just move or lean forward to show that something is
important or use a pointer to draw attention to important facts;
 if you feel nervous, hold something (pen or card) in your hands;
 don’t forget to keep eye contact with the audience;

2
 make sure you speak more slowly than normal;
 express enthusiasm by raising voice level.
Suggested answers: 1. b/c; 2. c; 3. b/c; 4. a; 5. a/c; 6. a; 7. a/c.
Exercise 8, page 13 (PDF)
1. Let me now summarize the main points.
2. We will be discussing our sales targets today.
3. In my talk, I’ll inform you about new marketing techniques.
4. Before I move on, let me just sum up what I’ve said so far.
5. I think we’ve covered everything for today.
6. Ok, that’s all I wanted to say about time management.
7. This leads directly to my second point.
8. Let’s go back to what I said at the beginning of my presentation.

Phrases to Use on page 14 & Saying numbers on page 15 (PDF)!!!

Exercise 6, page 16 (PDF)


- (less) : a little less than; just under; nearly
+/- (about the same): about; almost; approximately; around; roughly
+ (more): just over; well over

Exercise 3, page 17 (PDF)


1 – c; 2 – f; 3 – i; 4 – e ; 5 – a ; 6 – h ; 7 – j ; 8 – g ; 9 – b ; 10 –d.

Exercise 4, page 17 (PDF)


1.divided 2. shown 3. see 4. total 5. surprised 6. amount 7. attention 8. Accounted

1. How it was divided in among the various products and services


2. Let’s begin with the biggest service, which is shown in blue
3. We can see that 31% of total spending went into hospital
4. The second biggest area, with a total of 23%
5. I think you’ll be surprised to see
6. The same amount – that’s 22%
7. I’d like to draw your attention
8. Witch accounted for 10% of our total

Exercise 7, page 18 (PDF)


Upward: accelerate, climb, double, expand, go up, grow, increase, pick up, reach a high,
recover, rise, soar
Downward: decline, decrease, drop, fall, go down, hit a low, plummet (a se prabusi brusc),
plunge, slump
Other: fluctuate, remain stable, stabilize, stagnate, stay the same

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Exercise 12, page 19 (PDF)
1. fell dramatically
2. have declined slightly
3. rose sharply= rising or falling sharply
4. has grown moderately
5. has decreased steadily steadily=constant

Exercise 13, page 19


2. This was followed by a sharp fall in income.
3. We have seen a drastic decline in jobs this year.
4. There was a slight drop in hotel rates in Munich.
5. This was followed by a sudden increase in tourist numbers.
6. There has been steady growth in social security costs.

5. CONCLUDING, page 20 (PDF)


a – effective
b – effective
c – effective
d – ineffective
e – effective
f – ineffective
g – ineffective
h – effective

Exercise 2, page 21 (PDF)


Signalling the end of a presentation: 6, a, e, h, i
Summarizing the main points: 1, 5, d, g, j
Recommending or suggesting something: 2, 4, b, k
Inviting questions: 3, c, f

Exercise 3, page 22 (PDF)


1. Well, that brings me to the end of my talk today.
2. Before I stop, let me go over the key issues again.
3. As a final point, let me say what this means for us.
4. Finally, I’d like to highlight one key issue.
5. To sum up, we first looked at the new product range.
6. That covers just about everything I wanted to say about logistics.

Exercise 4, page 22 (PDF)


1. briefly summarize If I may briefly summarize the pros and cons
2. figures we have Based on the figures we have it is clear that that we must act quickly
3. now approaching Well, I’m now approaching the end of my talk
4. to highlight OK, I’d now like to highlight the key figures
5. final point Let me make my final point

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6. my opinion In my opinion, we need a new sales strategy
7. come back Let me come back to the key issue
8. suggest that I suggest that we work together with our French parteners

Exercise 7, page 23 (PDF)


1- f; 2 - b; 3 - e; 4 - g; 5 - c; 6 - a; 7 – d

Exercise 8, page 23 (PDF)


1 – on; 2 – in; 3 – to; 4 – for; 5 – through; 6 – out; 7 – about; 8 – by.
1. Based on the result of the study
2. In my opinion, we should go ahead with the project
3. OK, this bring me to the end of the talk
4. What does this mean for our business?
5. Let me just go through the key issues again
6. Based on those surveys, we found out that our sales needs more support
7. Well, that’s all I wanted to say about strategic planning
8. We saw that the delays were caused by technical problems

Exercise 9, page 23 (PDF)


DOWN (vertical)
ACROSS (horizontal)
4. quote – a … from a great entrepreneur 1. Through – Let me run… the main
5. suggest - English word for vorschlagen points again
6. highlight - the main point I want to…here 2. Cons – pros and….
is that we need to increase production 3. Key – The … issue (most important
9. recap - summarize point)
10. talk -This bring me to the end of… 7. Goal – We can archive our…
8. Track – They show that we’re on the
right…

Using your voice effectively on page 24 as well as those on Useful phrases on page 25 (PDF)

UNIT 2: BUSINESS ACROSS CULTURES (pages 21-36)

1.1. BRAINSTORMING: WHAT IS CULTURE FOR YOU? (page 26 PDF)

Continue the lines outwards with suitable ideas:

1. traffic

5
2. independence
3. spoken
4. work times
5. home
6. speed

1.2 DEFINING THE WORD “CULTURE” (page 27 PDF)

1.3 THE CULTURE ICEBERG (page 28 PDF)

A. things which you B. things which take some C. things which you
recognize quite easily time to recognize recognize only when you are
very familiar with a culture
 art and architecture;  balance between work  democracy;
 directness of speech in and home;  social organisation
business;  corruption; and class;
 driving habits;  family life;  treatment of outsiders/
 emotion shown in  gender – roles of males foreigners;
public; and females;  values and beliefs.
 greetings;  organisation of
 physical gestures; companies; humour;
 personal friendship;
 press and other media;
 punctuality in
business;
 social life: public and
private;

2.1 THE CULTURE ONION (page 29 PDF)

-other layers that may influence an individual’s identity: geographical area; company/
organization/ higher studies institution; function; professional association.
-local community, profession/occupation, company.business sector,country
2.5 STEREOTYPING (page 30 PDF)

!!! THESE SHOULD BE AVOIDED!!!

SOME WELL-KNOWN STEREOTYPES:


 the British are hypocritical,

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 the Germans are arrogant,
 the Italians are cowardly,
 the Spaniards are lazy;
 the Swedes are sex-mad.

4.4 THE HOFSTEDE MODEL (page 31 PDF)

1. 1.C; 2. A; 3. D; 4. E; 5. B

2.
A. 4, e – Masculinity/Femininity
B. 3, d – Individualism/ Collectivism
C. 1, c – Power Distance Index
D. 5, b – Long Term Orientation
E. 2, a – Uncertainty Avoidance Index

!!! Further reading


 Fons Trompenaars “Riding the Waves of Culture”
 Edward T. Hall “The Silent Language”, “Understanding Cultural Differences”

E.T. Hall distinguishes between two pairs of contrasting cultures:


1. High context cultures – in which people speak indirectly, show respect, maintain harmony,
considering it rude to be direct.
2. Low context cultures – in which people speak directly, say what they mean without adding
unnecessary details. They are suspicious of people who speak indirectly.

and

A. Monochronic cultures – people do things one at a time, in sequence


B. Polychronic cultures – people prefer to do many things at the same time.

MANAGING ACROSS CULTURES – PAGE 32 (PDF)

!!! page 32 – Hofstede’s dimensions of national culture!!!

“silo mentality” – reluctance to share information between employees.

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Exercise 28.1, page 33 (PDF)

A better understanding of the cultural impact of your business and the corporate culture in
countries where you operate.
…to enhance (a dezvolta) your cultural awareness (constientizare) and develop cross-cultural
competences (…).
… examine your own cultural assumptions (…) cultural stereotypes

Exercise 28.2, page 33 (PDF)

Small (or low) Power Distance – New Zealand


More Individualist – the UK
Strong Uncertainty Avoidance – Japan
More masculine values – the USA
Large (or high) Power Distance – Malaysia
More Collectivist – China
Weak Uncertainty Avoidance – the UK
More Feminine Values – the Netherlands

Exercise 28.3, page 33 (PDF)


1. Values; 2. Codes of behaviour; 3. Comfort zone; 4. Silo mentality

OVERCOMING CULTURAL BARRIERS (page 34 PDF)


READING

A. Understanding the main points

1. F (lines 6-8); 2. N; 3. F (lines 15-17); 4. T (lines 25-27); 5. F (lines 62 – 63); 6. N; 7. T (lines


81-84, 91-95)

B. Understanding details

1. Dutch
2. 1970s and 1980s
3. IBM represented a large, strong corporate culture.
4. In Spanish “nova” means “does not work”.
5. Europe already has a tradition in terms of luxury car makers (Mercedes, BMW, etc.)
6. Companies should change advertising or product features so as to suit local sensitivities and
expectations.
7. The Chinese are accustomed to a strong, authoritarian style, they always expect support, there
are also language – related problems.
8. Working across cultures means easier exchange of ideas which can lead to innovation.

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VOCABULARY (page 36 - 37 PDF)

A. Understanding expressions
1. b; 2. a; 3. a; 4. b; 5. a; 6. a; 7. b; 8. b; 9. b.

1. Stop expanding its market shares= will reach market saturation


2. Making the first moves= start dipping their toes into foreign waters
3. Where everything become similar= leading to cultural convergence
4. Be influenced by culture= will usually first feel the effects of the culture on
5. Differences = based on different cultural divides
6. Adapt to different ways of doing things = to suit local sensitivities
7. Made worse = linguistic confusion is also compounded by
8. A chance to be better than competitors = a source of competitive advantage
9. Take good idea from other= to adopt best practices from

B. Word search
1. overseas markets = markets in foreign countries
2. to exploit = to use fully so you get as much advantage as possible from it
3. subsidiaries = companies that are at least half owned and controlled by another company
4. poses = causes (a problem )
5. beliefs = ideas that you feel to be true
6. values = the principles that influence the way of life of a particulat group or community
7. preserve = place reserved for one special group
8. loyalty = being faithful to a set of beliefs or a country
9. barriers = things that prevent on limit what you can do
10. repositioning = changing the way of marketing and advertising a product or a brand so people
think about it in a different way
11. establish = set up, create
12. directive = a style of management that shows you are clearly in charge
13. to sort out = to solve
14. cross-fertilization = the mixing of the ideas of different groups of people, which often
produces a better result

C. Sentence completion
1. subsidiaries; 2. overseas; 3. exploit; 4. reposition; 5. establish

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UNIT 3: MARKETING (pages 38-51 PDF)

1. THE MARKETING MIX


Exercise 1.1, page 39 PDF
1. staff; employees – people
2. range – product
3. advertising – promotion
4. accessibility; outlets; locations – place
5. expensive; competitors; deals – price

Exercise 1.2, page 39 PDF


1. promotional; 2. advertising; 3. mix; 4. price; 5. products

Exercise 1.3, page 39 PDF

PRODUCT: branding, launch, quality, reputation, support.


PRICE: discounts, special deals
PLACE: accessibility, delivery, distribution
PROMOTION: direct marketing
PEOPLE: competitors, customers, sales force

3. SWOT ANALYSIS – page 40

Exercise 3.1, page 41 PDF

1. THREATS 2. WEAKNESSES 3. OPPORTUNITIES 4. STRENGTHS

Exercise 3.2, page 41 PDF

VERB NOUN ADJECTIVE


opportunity opportune
strengthen strength strong
threaten threat threatening
weaken weakness weak

1. under threat; 2. new opportunities, existing strengths; 3. minimize weaknesses and threats;
4. anticipate threats

Exercise 3.3, page 41 PDF

1. very strong

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2. consumer fears
3. will weaken
4. a gap
5. will be threatened
6. price war

16. BRANDING 1 (page 42 PDF)

Exercise 16.1, page 43 PDF


ACROSS
2. differentiate; -To make your brand different form other brands
3. own; - This type of brand is produced for and sold in supermarkets; …..-label
5. generic; - A …. brand is also known as a no brand
6. flagship; - A well-known product that best represent the brand
8. range; - A set of products grouped under the same brand
9. economy – A type of brand that is less expensive than some similar products
DOWN
1. branding; - Using a name, symbol, logo or design to identify a product
4. premium; - A type of brand is luxurious and more expensive than some similar product
7. leader – The best-selling brand in a product category is the brand …

Exercise 16.2, page 43 PDF


1. brand essence; 2. brand promise; 3. brand image; 4. brand vision

29. TELEMARKETING (page 44 PDF)

Exercise 29.1, page 45 PDF

ACROSS
1. follow; -After a mailshot we always make ….-up calls
5. captive; - Telemarketing provides a …… audience for the sales team
8. inbound; - Our … telemarketing operators handle calls from clients
9.lead; - We plan to use telemarketing for …. generation
10. recorded – A … message is cheaper than live operator

DOWN
2. outbound; -…. telemarketing will help us to generate leads
3. script; - We need to prepare the telemarketing….. carefully
4. cold; - By ….-calling we generate enough leads to keep us busy for months
6. phone; - In just two days we made a lot of …. sales
7. voice; - We decide to use …. broadcasting because is less expensive
9. live - You need to write a script for a …. operator

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Exercise 29.2, page 45 PDF

1. outbound, 2. acquisition; 3. direct; 4. qualified, list; 5. deal; 6. script.

Exercise 29.3, page 45 PDF

1. I’m calling on behalf of …


2. Are you aware …
3. Are you the person in charge of …
4. The reason for my call is …
5. Are you available for …

30. ONLINE SHOPPING AND MAIL ORDER (page 46 PDF)

Exercise 30.1, page 47 PDF

1 – payment options
2 – delivery costs
3 – product categories
4 – bundles of items

Exercise 30.2, page 47 PDF

1 – wedding list
2 – next day delivery
3 – baby registry
4 – wish list

Exercise 30.3, page 47 PDF


1. …can place an order
2. …for prepaid …
3. … hotline
4. The ordering process
5. The order form
6. …mail order to ordering online

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35. OUTDOOR ADVERTISING (page 48 PDF)

Exercise 35.1, page 49 PDF

ACROSS:
2. billboard
5. street
7. sonic
8. banner
10. transit
12. floor
13. digital
14. lenticular

DOWN
1. face; 3. paste; 4. lightbox; 6. roadside; 9. vinyl; 11. outdoor

Exercise 35.2, page 49 PDF

1. hung; 2. wrapped; 3. shelters; 4. catching; 5. coverage; 6. graphics

39. THE INTERNET (page 50 PDF)

Exercise 39.1, page 51 PDF


-paid, unpaid search
-search: box, engine, listings, terms
-search engine: marketing, optimization, results page

Exercise 39.2, page 51 PDF


SEO – search engine optimization
SEM – search engine marketing
SERP – search engine results page

Exercise 39.3, page 51 PDF


1. engine; 2. ranking; 3. listings; 4. SEO; 5. rank, 6. SERP

Exercise 39.4, page 51 PDF


1. RANK; 2. RANKING; 3. RANKING; 4. RANK

Good luck! 

13
UNIT 1
PRESENTATIONS
WHAT MAKES AN EFFECTIVE PRESENTATION?
• WORDS?
• HOW YOU SAY THEM?
TIPS
• PREPARE AND PRACTISE, PRACTISE, PRACTISE!
• BREATHING TECHNIQUES
• POSTURE
• FACE THE AUDIENCE, NOT THE SCREEN
• EYE CONTACT, DO NOT READ A SCRIPT!
• USE YOUR VOICE EFFECTIVELY
• TEMPO, DON’T SPEAK TOO QUICKLY
• EMPHASIS
• INTONATION
STRUCTURE

• Tell the audience what you are going to say! = Introduction


• Say it! = Main section
• Tell them what you said! = Conclusion
STRUCTURE

A, B, C, D
A = GET PEOPLE'S ATTENTION
B = BENEFIT
C = CREDIBILITY
D = DIRECTION
KEY PHRASES: INTRODUCTIONS

WELCOMING THE AUDIENCE:


• Good morning/ afternoon, ladies and gentlemen!
• Hello/ Hi everyone!
• First of all, let me thank you all for coming here today.
• I am happy/ delighted that so many of you could make it today.
KEY PHRASES: INTRODUCTIONS
INTRODUCING YOURSELF:
• Let me introduce myself. I’m……… from……
• For those of you who don’t know me, my name is…..
• As you may know, I’m the new HR director.
• I’m head of logistics here at…
• I’m here in my capacity as head of accounting.
KEY PHRASES: INTRODUCTIONS

PURPOSE AND STRUCTURE:


• I’m here today to talk to you about…
• I’ve divided my talk into three parts.
• My talk will take around 40 minutes.
• First I’ll look at…., then I’ll show you…., and finally I’ll say a little about…
• Please feel free to interrupt me during the talk if you have any questions.
• I’ll be happy to answer your questions at the end.
KEY PHRASES: INTRODUCTIONS

SAYING WHY YOUR TOPIC IS RELEVANT TO YOUR AUDIENCE:


• My talk is particularly relevant to those of you/ us….
• I think you’ll find this useful because…
• By the end of this talk you’ll be familiar with…
EFFECTIVE INTRODUCTION TECHNIQUES

• ASK A (RHETORICAL) QUESTION.


• TELL A STORY/ ANECDOTE.
• GIVE SOME SURPRISING INFORMATION.
• GIVE THEM A PROBLEM TO THINK ABOUT.
• ESTABLISH YOUR CREDIBILITY.
• GIVE AN OVERVIEW AND/OR STATE YOUR GOALS.
SIGNPOSTING : MAIN BODY

• FIRST POINT: Ok, let’s start with the first point which is….
• NEW POINTS: Moving on to my next point….
• REFERRING FORWARD: I’ll go into this in more detail in a moment.
• REFERRING BACK: In the first part of my talk I mentioned…
• DIGRESSING: If I can just digress (side-track) for a moment…
• VISUALS: As you can see from this next slide…
• HANDLING INTERRUPTIONS: That’s an interesting question. I’ll come back to
that at the end.
KEY PHRASES: CLOSING

• SUMMARIZING: So, just before we finish, let me summarize the


main points again/ To sum up…
• CONCLUDING: Right, let’s stop here. Thank you so much for
your attention.
• INVITING QUESTIONS: And now, if you have any questions, I’ll
be pleased to answer them.
KEY PHRASES: DEALING WITH QUESTIONS
• GOOD QUESTION: That’s a good question. I’m glad you asked that.
• CLARIFICATION NEEDED: Let me check that I understand. Are you
asking….?
• DIFFICULT QUESTIONS: Well, it’s a very complex issue. What are your
own views?/ Would anyone want to comment on that? (Jane), can you
help me to answer that?
• YOU LACK INFORMATION: I don’t have that piece of information, but I can
find out.
• CONTROL THE TIMING: Ok, I think we have time for one more question.
USING SLIDES TO SUPPORT YOUR PRESENTATION

• LIMIT THE NUMBER OF SLIDES (10-20-30 RULE)


• USE GRAPHICS AND VISUALS
• LIMIT THE NUMBER OF WORDS
• SPELL CHECK
• ANIMATION
• DON’T READ!
SAYING NUMBERS
• 2,000,000 = two million
• 1.6 bn. = one point six billion
• 12,902 = twelve thousand nine hundred and two
• 12.538 = twelve point five three eight
• 1/2, 1/3, ¾ = one half, one third, three quarters
• 235 m² = two hundred and thirty-five square meters
• 98% = ninety-eight percent
• € 150,000 = one hundred and fifty thousand euro(s)
SAYING NUMBERS

• In English we use a comma (,) to show thousands and a point (.) to show
the decimal place.
• billion = milliard
• We say two million or ten billion, not two millions or ten billions.
• We say two million dollars, one hundred and seventy pounds (not two
million dollar, one hundred and seventy pound), but euro can be both
singular and plural.
SAYING APPROXIMATE NUMBERS

- (LESS) +/- (ABOUT THE + (MORE)


SAME)
A LITTLE LESS THAN ABOUT JUST OVER
JUST UNDER ALMOST WELL OVER
NEARLY APPROXIMATELY
AROUND
ROUGHLY
TALKING ABOUT TRENDS
(PAST SIMPLE & PRESENT PERFECT)

• PAST SIMPLE
• MOVEMENT OR TREND THAT HAPPENED IN THE PAST
• In April, the level of unemployment rose to 5 million.

• PRESENT PERFECT
• MOVEMENT OR TREND THAT STARTED IN THE PAST AND HAS NOT
ENDED
• The number of tourists has risen to 2.6 bn.
TALKING ABOUT TRENDS
(ADJECTIVES AND ADVERBS)

• ADJECTIVES + NOUNS
• There was a sudden increase in prices.
• In August, we noticed a moderate fall.
• ADVERBS + VERBS
• Sales increased slightly in the summer.
• Over the past months, the number has dropped significantly.
VERBS USED TO SHOW MOVEMENT

UPWARD DOWNWARD OTHER


ACCELERATE CLIMB DECLINE DECREASE FLUCTUATE
DOUBLE EXPAND DROP FALL REMAIN STABLE
GO UP GROW GO DOWN HIT A LOW STABILIZE
INCREASE PICK UP PLUMMET PLUNGE STAGNATE
REACH A HIGH RECOVER SLUMP STAY THE SAME
RISE SOAR
RECAP
• THE WAY THE PRESENTATION IS ORGANIZED:
• Ideas & visuals
• Information & interesting examples/ stories
• THE WAY THE PRESENTATION IS DELIVERED:
• Rapport with audience
• Eye contact
• Voice (volume, tempo, intonation, emphasis)
• THE WAY THE PRESENTER FEELS ABOUT THE TOPIC, THE AUDIENCE &
HIMSELF/ HERSELF:
• Confident/ relaxed look
• Posture
• Enthusiastic about the topic
• Positive attitude
• Interested in the audience
BUSINESS ACROSS CULTURES
Objectives and outcomes
o define culture
o use common vocabulary often used in business
and/ or cross-cultural communication
o identify and apply cultural frameworks
interpersonal scholar dimension

framework complexity stereotype

inequality unequally tolerance


1. Question 1
Choose the BEST word to complete the following sentence: It took
several years to solve the problem due to its ____ and the
numerous elements involved in the process.

o framework
o dimensions
o stereotypes
o complexity
2. Question 2
Choose the BEST word to complete the following sentence:
Due to recent occurrence of cross-cultural misunderstanding
at the new Asian office, we need a manager with good ____
communication skills.

o scholar
o intercultural
o scholarly
o inequality
3. Question 3
Choose the BEST word to complete the following sentence:

People in our country often avoid public disputes because


they have low ____ for conflict.

o tolerance
o stereotype
o dimensions
o frameworks
4. Question 4
Choose the BEST word to complete the following
sentence:

Jack has excellent ____ skills and is able to maintain good


relationships among his co-workers.

o interpersonal
o scholarly
o dimensional
o tolerance
5. Question 5
Choose the BEST word to replace 'system' in the following
sentence:

The theory provides a system for understanding modern


politics.

o scholar
o stereotype
o dimension
o framework
The sum total of all the beliefs, values and norms shared by a
group of people.

The way you have been conditioned in a society to


think, feel, interpret and react.

CULTURE
The collective programming of the human mind.

All you need to know and believe in order to be accepted


in a society.

A large pool of experience composed of learned programmes for


action and passed on from generation to generation.
Cultures and Culture

• corporate culture (the culture of Microsoft)


• professional culture (the culture of lawyers or doctors)
• gender (the different cultures of men and women)
• age (the different cultures of young, middle-aged, and old
people)
• religious culture (Catholicism, Protestantism, Islam)
• regional culture (Northern and Southern Italy)
• class culture (working class, middle class, and upper
class).
Cultural frameworks
G. Hofstede – “the collective programming of the
mind, which distinguishes the members of one
human group from another”(1991)
Cultural frameworks: The Culture
Iceberg (E.T. HALL, 1991)
things which you can
recognise quite easily

things which take some


time to recognise

things which you recognise


only when you are very
familiar with a culture.
Cultural frameworks: The Onion
CROSS-CULTURAL COMMUNICATION
General barriers to effective communication
(environmental barriers, physiological barriers,
psychological barriers)

Barriers that affect cross-cultural communication


Misperception
Misinterpretation (categorization, stereotyping)
Misevaluation
PERCEPTION
STEREOTYPES
Dimensions of cultures (Geert Hofstede, 1991)

Masculinity/ Power
Femininity Distance

NATIONAL
CULTURE
Uncertainty Individualism
Avoidance / Collectivism
Language of
Time
Hofstede's cultural framework

Power Distance
Hofstede's cultural framework

Individualism/
Collectivism
Hofstede's cultural framework

Masculinity/
Femininity
Hofstede's cultural framework

Uncertainty
Avoidance
Hofstede's cultural framework

Pragmatic/
Normative
Hofstede's cultural framework

Indulgence
Restraint
Hofstede's cultural framework

Long Term
Orientation
a. The degree to which people can:
Power Distance Index • Take risks
(PDI) • Accept conflict and stress
• Work without rules
Uncertainty b. The degree to which people:
Avoidance Index (UAI) •Have a short- or long-term view of their work
•Accept convention
•Persevere with a job
•Spend or invest
Individualism/ c. Acceptance of unequal distribution of power – the degree to
Collectivism (IDV) which:
Employees are independent
Structures are hierarchical
Bosses are accessible
People have rights or privileges
Progress is by evolution or revolution
Masculinity/ d. The degree to which people:
Femininity (MAS) •Work in groups or alone
•Relate to their tasks or to their colleagues
Long-Term e. The degree to which people:
Orientation (LTO) •Believe in consensus
•Put work at the centre of their lives
•Expect managers to use intuition
Cross-cultural competence
The way in which people:

◦ Act toward one another


◦ Deal with customers
◦ Approach work
◦ Dress

◦ Fit the organization’s values, beliefs and norms

◦ Move away from the ‘silo’ mentality, cultural stereotypes


and cultural behaviours
7. Though many people think the biggest obstacle to
international business is understanding foreign
behavior, it is actually ____________.

o becoming aware of your own cultural conditioning and


how it affects your interpretations.
o asking a foreigner to describe people from your own
country and listening to the responses.
o using our own cultural meanings to make sense of a
foreigner’s reality.
ENGLISH FOR MARKETING AND ADVERTISING
THE MARKETING MIX

The marketing mix is the combination of techniques used to market a brand. The
techniques are often called the Ps.

 Product  People
 Price  Physical presence
 Place  Process
 Promotion  Physical evidence
SWOT ANALYSIS

 Internal factors: strengths and weaknesses - product


 External factors: opportunities and threats - market/ marketplace
BRANDING

What is a brand?
 Brand name
 Trademark – legal protection for the brand/ logo/ name
BRANDING

What is branding?
 Brand image
 Brand essence
 Brand promise
 Brand vision
WORD COMBINATIONS WITH BRAND

 Premium brand
 Economy brand
 Own brand
 Brand leader
 No brand
 Flagship brand
 Co-branding
TELEMARKETING

 Direct marketing  cost per acquisition


 Immediate feedback  cost per inquiry (CPI)
 Captive audience  cost per order.
OUTBOUND MARKETING

 Telemarketers prospects cold list (cold calling)

lead generation phone sales appointment setting

 Mailshot
Follow up call lead conversion
 Trade show

≈ Voice broadcasting
INBOUND MARKETING

 Clients telemarketing firm

Advert
Order
Reservation
Customer services.
ONLINE SHOPPING AND EMAIL ORDER

shopkeeper checkout search by product browse wish list


category
bundles shopping cart/ delivery payment cheque/ check
basket
MAIL ORDER AND THE ORDERING PROCESS

 Buying/ selling goods through the post


 Catalogue/ Catalog – order form (prepaid envelope)
 Telephone hotline – Freephone number/ toll-free number
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Roadside panels
 Billboards (giant banners or wallscapes)
 Lightboxes (illuminated panels)
 Tri-face billboards
 Scrollers (signs displaying a number of posters, one after the other).
OUTDOOR ADVERTISING = OUT-OF-HOME (00H) ADVERTISING

Street furniture
 Advertising on bus shelters
 Pedestrian panels
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Transit advertising
 Taxis, buses, trams, trains, etc.
 Vinyl wrapping
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Ambient media
 back of a receipt
 travel ticket
 floor graphics
OUTDOOR ADVERTISING = OUT-OF-HOME (OOH) ADVERTISING

Digital outdoor advertising


 LED screens
 Digital video billboards
EFFECTIVENESS OF OUTDOOR ADVERTISING

Catchment zone = a network of sites


Eye-catching - sonic posters (sounds),
- 'smelly' posters (smells or odours)
- lenticular posters (showing different images )

Outdoor campaigns: OTS/ coverage/ approach


THE INTERNET

 Internet advertising:
 banners, buttons and skyscrapers
 Pop-ups
 Microsites
 Rich media

 Effectiveness = impressions
THE INTERNET

Search engines
 Search listings
 User query (keyword/ search term)
 Targeted traffic
THE INTERNET

Search engine marketing (SEM)


 paid search (unpaid search listings ≠ organic listings or unpaid search
listings)
 search engine optimization (SEO) – improve ranking (SERP)
 SEO techniques: - white hat
- black hat (keyword stuffing)
1. In the phrase ‘based on deeper cultural divides’, divides means:
A. Values;
B. Differences
2. No need for … envelopes.
A. Already paid;
B. Pre paid;
C. Prepaid.
3. According to E.T.Hall, in ‘low context’ cultures, people …
A. Speak directly;
B. Are concerned with maintaining harmony;
C. Are suspicious of people who speak inidrectly
4. Choose the best explanation for the phrase ‘to adopt best prctices from’:
A. Take good ideas from others;
B. Improve by constant practice.
5. We use … marketing to increase the number of subscribers to the newspaper:
A. Indirect;
B. Immediate;
C. Direct.
6. With inbound telemarketing…
A. Clients call the telemarketing firm, perhaps in response to an advert;
B. A live operator calls potential customers;
C. Voice broadcasting is used.
7. Voice broadcasting is a form of …
A. Inbound marketing;
B. Direct marketing;
C. Outbound marketing.
8. Witch of the following can be used in a presentation in order to emphasise a word or an
idea?
A. Making excessive use of hand gestures;
B. Stressing words;
C. Using pauses.
9. In this country/countries employees typically relate to one nother as equals and managers
delegate responsibility:
A. New Zealand;
B. China
C. Malaysia.
10. What was Geert Hofstede’s nationality?
A. Dutch;
B. American;
C. German.
11. Keyword stuffing is an example of a white hat tehnique:
A. True;
B. False.
12. Which of the following words are expressions refer(s) to ‘people’:
A. Support;
B. Competitors;
C. Customers.
13. A telemarketing script is …
A. A list of questions that must be addressed to the potential customer;
B. What must be said to reassure the potential customer;
C. A recorded message played to the prospect or left on their answering machine.
14. In my talk, I’ll … you about new marketing techniques.
A. Say
B. Inform
C. Talk.
15. A ‘flagship’ brand is …
A. The brand which represents the image of the company most appropriately;
B. The brand for which a business is best know;
C. A brand that is made exclusively for the retailer that sells it
16. In a SWOT analysis, the ‘strengths and weaknesses’:
A. Are external factors reffering to the marketplace;
B. Are internal factors;
C. Refer to the product itself.
17. An ‘economy brand’ is:
A. A generic brand;
B. A product that doesn’t have a brand associated with it;
C. A brand that is cheaper than its competitors.

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