Engleza 1
Engleza 1
Engleza 1
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)!!!
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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
!!! 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!
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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.
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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
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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
Using your voice effectively on page 24 as well as those on Useful phrases on page 25 (PDF)
1. traffic
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2. independence
3. spoken
4. work times
5. home
6. speed
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;
-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)
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the Germans are arrogant,
the Italians are cowardly,
the Spaniards are lazy;
the Swedes are sex-mad.
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
and
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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
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.
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. under threat; 2. new opportunities, existing strengths; 3. minimize weaknesses and threats;
4. anticipate threats
1. very strong
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2. consumer fears
3. will weaken
4. a gap
5. will be threatened
6. price war
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 – payment options
2 – delivery costs
3 – product categories
4 – bundles of items
1 – wedding list
2 – next day delivery
3 – baby registry
4 – wish list
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35. OUTDOOR ADVERTISING (page 48 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
Good luck!
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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
A, B, C, D
A = GET PEOPLE'S ATTENTION
B = BENEFIT
C = CREDIBILITY
D = DIRECTION
KEY PHRASES: INTRODUCTIONS
• 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
• 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
• 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
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:
o tolerance
o stereotype
o dimensions
o frameworks
4. Question 4
Choose the BEST word to complete the following
sentence:
o interpersonal
o scholarly
o dimensional
o tolerance
5. Question 5
Choose the BEST word to replace 'system' in the following
sentence:
o scholar
o stereotype
o dimension
o framework
The sum total of all the beliefs, values and norms shared by a
group of people.
CULTURE
The collective programming of the human mind.
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:
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
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
Mailshot
Follow up call lead conversion
Trade show
≈ Voice broadcasting
INBOUND MARKETING
Advert
Order
Reservation
Customer services.
ONLINE SHOPPING AND EMAIL ORDER
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
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