-------------------- U n i v e r s i d a d ------------------- Inca Garcilaso de la Vega Nuevos Tiempos. Nuevas Ideas Facultad de Comercio Exterior y Relaciones Internacionales---------------------------------------------------------------------------

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BUSINESS ENGLISH I

INGLES PARA NEGOCIOS I

DELIA ROCIO GANVINI ASENCIOS

NDICE

Introduccin 4 Orientaciones Metodolgicas 5

UNIT 1 : CAREER/ EPLOYMENT 6 1.1 Vocabulary : Employment terms and adjectives 1.2 Reading : Jobs Advertisements 1.3 Grammar : Present Simple and Continuous1.4 Writing : A curriculum Vitae

UNIT 2 : IMPORT/EXPORT 15 2.1 Vocabulary : Trade/import- export terms 2.2 Reading : The banana trade and trade wars2.3 Grammar : Countable and Uncountable Nouns

UNIT 3 : MARKETING 23 3.1 Vocabulary : Marketing terms3.2 Reading : USPs and the Product Life Cycle 3.3 Grammar : Simple Future with Will Going to

UNIT 4 : MONEY AND NEGOTIATION 34 4.1 Vocabulary : Buying, Selling and Negotiating4.2 Reading : How to negotiate a bank loan4.3 Grammar : First and Second Conditional

UNIT 5 : MARKET RESEARCH 42 5.1 Vocabulary : Market Research / Advertising5.2 Reading : Recent Trends in Market Research 5.3 Grammar : Relative Pronouns and Clauses

UNIT 6 : INVESTMENT 51 6.1 Vocabulary : The Economy and Investment6.2 Reading : Angel Investor6.3 Grammar : Making Comparisons

BUSINESS ENGLISH REGULAR VERBS 62LIST OF IRREGULAR VERBS 63 GLOSSARY 65 BIBLIOGRAFA UTILIZADA 70 RECOMENDACIONES BIBLIOGRFICAS REFERENCIAS ONLINE

INTRODUCTION

Este curso est orientado al desarrollo del idioma Ingls Tcnico a nivel pre-intermedio aplicado a travs del Vocabulario Tcnico para Negocios y comprende el desarrollo de las cuatro habilidades comunicativas comprensin auditiva, comprensin escrita, expresin oral, y, expresin escrita aplicando estructuras gramaticales y vocabulario en un contexto cotidiano y empresarial. El curso esta dividido en secciones especficas, tales como Vocabulary, Reading, Grammar, y Writing .Crea una atmsfera que da prioridad a una adecuada socializacin y aprendizaje cooperativo en grupos de trabajo eficientes que faciliten la comunicacin, teniendo como objetivo brindarle a los participantes las estrategias necesarias que les permitan interactuar comunicativamente en forma exitosa utilizando el idioma ingls comn y comercial en forma oral y escrito.

El curso cubre los siguientes temas: Career/Employment, Import/Export, Marketing, Money/Negotiation, Market Research, and Investment.

ORIENTACIN METODOLGICA

a. ESTRUCTURA

Para un mejor entendimiento y orden para el alumno, la estructura del material de trabajo debe basarse en las unidades temticas a presentar, cuyo objetivo es precisar la esencia del objeto de estudio.

b. METODOLOGA

Para un mejor aprovechamiento del presente material de trabajo, los alumnos debern seguir las recomendaciones siguientes.

Tener los conocimientos bsicos (elementales) del idioma Ingls. Leer atentamente el contenido de cada leccin, que incluye una descripcin y explicacin de la parte conceptual y de sus aplicaciones del vocabulario tcnico. Desarrollar los ejercicios de gramtica y vocabulario que incluye la leccin, con el propsito de afianzar su aprendizaje. Analizar las lecturas que presenta cada leccin a fin de responder las preguntas de comprensin lectora y dar opinin. Revisar vocabulario y estudio de casos antes de clase para opinar sobre el tema o hacer ejercicios de debate. Desarrollar las tareas dejadas de cada leccin (grammar, vocabulary, reading and writing). Revisar las direcciones electrnicas, para una mayor informacin sobre el tema. Resolver las preguntas de evaluacin en lnea a fin de medir el aprendizaje. Preocuparse por reforzar los conocimientos del idioma Ingls en instituciones especializadas seleccionadas de acuerdo a su preferencia.

c. EVALUACIN

El proceso de evaluacin es permanente, consiste en exmenes parcial, final y promedio de prctica as como pasos orales evaluaciones escrita, sustentacin de trabajo, discusin de temas, participacin en clase, foros o chats.El puntaje que se otorga tanto al examen parcial, examen final y promedio de prctica es la siguiente:Promedio de prctica (PC): 1Examen parcial (EP) : 1Examen final (EF): 1La nota final (NF) se obtiene del promedio aritmtico siguiente: NF = EP+EF+PC

3

UNIT 1CAREER / EMPLOYMENT

1. Read the statements and tick the three which most closely represent your beliefs about work.

1. People are naturally lazy and avoid work if they can ( )2. People find satisfaction in work ( )3. Everybody in an organization is capable of creativity4. Work is a necessary evil ( )5. People prefer to follow order and instructions ( )6. Work is as natural as play or rest. ( )

VOCABULARY Look at the adjectives in the box below.Enthusiastic secure confident challenging dynamic flexible stressful patient boring reliable creative conscientious trustworthy worthwhile ambitious

1. Divide them into those that describe people and those that describe jobs. Which adjectives can describe both? Two have been done as example. JOBS PEOPLE BOTH challenging enthusiastic . . .

2. Which adjectives would you use to describe the job in the list below

Accountant Administrative Assistant Manager Cashier Customer Service Representative Executive Assistant Advertising Marketing Manager Receptionist Sales Manager Sales Representative

3. Complete the sentences by arranging the letters in CAPITALS to form a word to do with work , as in the example.1. They send me an application form . PLITACAIOPN2. They want two written _____________; they suggest an employer and a teacher. EFEERRNCES3. Well, they have invited me for an ______________next week. Can I borrow your suit? ITEWRVNIE4. The job offers a ____________of $25,000 a year . SARAYL5. His academic ______________are good but he doesnt have any previous _____________. UALIIOFQCATISN / PEEERINCEX6. Employers are interested in practical _____________like word-processing and fluency in languages. SLKLSI7. In Britain the normal working week for __________ -time employees is anything up to eighteen hours a week, while people working_________ -time do around thirty-eight hours. PATR / LULF8. Officially, she works thirty-five hours a week but sometimes with __________she does as many as fifty. VEOTIMRE9. Now she works from home, she doesnt have to ______________by train to and from London every day. CMMOTUE10. Nowadays many designers or information technology workers are ___________; that is, they sell their work or services to different organizations.

Phrasal Verbs

4. Complete sentences 1-6 with endings a-f.1. They are laying off 300 workers .. a ---- by hand or should it be typed?2. She turned down the job offer .. b ---- at Christmas when its busy3. She set up her own c ---- because it involved working shifts.4. Dont forget to put down . d----- import-export business.5. Should I fill in this form.. e----- the names of two referees.6. We generally take on extra staff f----- because there arent enough orders.

5. Match the phrasal verbs in italics in 4 above with the definitions below.

1. 2. Establish/begin ___________3. Complete _______________4. Include/write down5. Refuse ____________6. Employ______________7. Dismiss ________

6. Employ an exercise in word formationUnderline the stressed sound in each word as in the exampleemploy employment employee employer unemployment

a. Some companies do not reward their _____________as well as others do.b. ___________________ is a serious problem in some countries in Europe.c. Some companies prefer to ___________ people with experience than better qualifies graduates.d. In this situation, it is the duty of the ______________to make sure that female workers are not discriminated against.e. We can see from the chart that the rate of __________________fell by 25% in the third quarter of the year.

8. Read the following conversation:INTERVIEWER : So, Chris, what do you do exactly?CHRIS : Well, Im an HR manager.INTERVIEWER : And which department do you work in?CHRIS : I work in the learning and development department of the HR division.INTERVIEWER : And what are your main responsibilities? Management development? Training?CHRIS : Thats right. Im in charge of the management training for the group, which means designing a training strategy and buying courses from training providers.INTERVIEWER : Sounds interesting. How long have you been in HR?CHRIS : Around six years now. Its interesting but the hours are long!INTERVIEWER : When do you start work?CHRIS : I usually start at around 8 oclock and finish at six, depending on the number of mails I get.INTERVIEWER : How many emails do you get per day?CHRIS : Too many! I normally get about fifty.

NOW INTERVIEW ONE OF YOUR CLASSMATES. USE THE SAME QUESTIONS. YOU MAY WANT TO ADD QUESTIONS OF YOUR OWN.

1. What do you do exactly? 2. Which department do you work in?3. How long have you been doing this job?4. What are your main responsibilities? 5. When do you start work?6. How many emails do you get per day?

7. ______________________8. ________________________

READING

Read the following job advertisements:1. Needed: Full time secretary position available. Applicants should have at least 2 years experience and be able to type 60 words a minute. No computer skills required. Apply in person at United Business Ltd., 17 Browning Street.2. Are you looking for a part time job? We require 3 part time shop assistants to work during the evening. No experience required, applicants should between 18 and 26. Call 366 - 76564 for more information.3. Computer trained secretaries: Do you have experience working with computers? Would you like a full time position working in an exciting new company? If your answer is yes, give us a call at 565-987-7832.4. Teacher Needed: Tommy's Kindergarten needs 2 teacher/trainers to help with classes from 9 a.m. to 3 p.m. Applicants should have appropriate licenses. For more information visit Tommy's Kindergarten in Leicester Square No. 56.5. Part Time work available: We are looking for retired adults who would like to work part time at the weekend. Responsibilities include answering the telephone and giving customer's information. For more information contact us by calling 897-980-7654.6. University positions open: The University of Cumberland is looking for 4 teaching assistants to help with homework correction. Applicants should have a degree in one of the following: Political Science, Religion, Economics or History. Please contact the University of Cumberland for more information.Comprehension QuestionsWhich position is best for these people? Choose ONLY ONE position for each person. Jane Madison. Jane recently retired and is looking for a part time position. She would like to work with people and enjoys public relation work.The best job for Jane is _____ Jack Anderson. Jack graduated from the University of Trent with a degree in Economics two years ago. He would like an academic position. The best job for Jack is _____ Margaret Lillian. Margaret is 21 years old and would like a part time position to help her pay her university expenses. She can only work in the evenings. The best job for Margaret is _____ Alice Fingelhamm. Alice was trained as a secretary and has six years of experience. She is an excellent typist but does not know how to use a computer. She is looking for a full time position. The best job for Alice is _____ Peter Florian. Peter went to business school and studied computer and secretarial skills. He is looking for his first job and would like a full time position. The best job for Peter is _____ Vincent san George. Vincent loves working with children and has an education license from the city of Birmingham. He would like to work with young children. The best job for Vincent is _____

GRAMMAR PRESENT SIMPLE AND CONTINUOUS1. Complete the sentences with the verbs from the box below in simple present or present continuous. Make any necessary changes:

BECALLnotWANT SPEAKINVOLVETAKE PARTMEETLEARN

1) Our sales rep __________ very stubborn. He ____________ to accept our new conditions2) They ___________________ in a temporary project3) My job usually ______________ emailing our customers4)We _______________ a new consultant tonight5) Listen! That man _____________ Japanese 6) Brais speaking. Who ______________ , please?7) My colleagues _________________ how to make interactive activities right now

2. Rewrite thisphone conversationin the right order:1.- Yes, of course ( )

2.- I'm Henry fromthe local newspaper ( )

3.- One moment, please ...I'mafraid Jeremy is busy now ( )

4.-Hello. Could I speak to Jeremy, please? ( )

5.- Yes. Who is calling, please? ( )

6.-Could you tell him to phone me back? ( )

3. Choose the right auxiliary verb:1) What__________ they specialize in?2) How many subsidiaries __________your company have?3) I ___________ attending the conference tomorrow4) ___________ BR solutions developing a new software to help manage sales?5) _________ your mother work on Saturdays?6) _________you listening to me? What did I say?7) I ________ believe Chinese is going to be a useful language in our market4. All these sentences are wrong. Correct the mistakes (There may be more than one mistake in each sentence)1) My job consist in answering phone calls

________________________________________________________

2) Do you read that book at the moment?

________________________________________________________3) I am wanting to deal of my email before I leave

________________________________________________________4) Her job involve to travel around the world

________________________________________________________5) I usually am involved on new projects

________________________________________________________ 5. Circle the right answer:1)You need to talk toBob. He deals.... new contracts ofwith2)The main part of his job.... of phoning their customers takes part consists involves3) We are using a new ... to do part of our work subcontractor employee supplier4) We are 400 members of ... at the moment staffemployees5)... at weekends? Doyou work Are you working6) Where is Sam today? He ... a new supplier visits is visiting

6. Make sentences in Simple present or Present Continuous with these verbs: lay off - turn down - set up - fill in - put down - take on 1. _________________________________________________________2. _________________________________________________________3. ______________________________________________________4. ______________________________________________________5. ______________________________________________________6. ______________________________________________________WRITING: A CURRICULUM VITAE1. These are headings and categories commonly used in CVs.Marital status referee employment history permanent address skillsEducational history title personal details hobbies and interests Surname qualifications date of birth

Which one means

a. Basic facts about you? ______________b. Practical abilities? _________________c. Where you live most of the time? ________________d. What you do in your free time? _________________e. When you were born? ________________f. Mr, Mrs, Ms, or Dr? __________________g. Details about your working life?___________________h. If you are married or single? _____________i. People you can tell us about qualities and character? _________j. Proof that you have successfully completed a curse? _________k. Schools and colleges? ____________l. Family name? ___________

2. Create your own CV. UNIT 2IMPORT/ EXPORT

VOCABULARY

1. Match the terms with the definitions: import /importer/export/ exporter /import/ export / 1. ________bring (goods or services) into a country from abroad for sale.2. _________a commodity, article, or service brought in from abroad for sale.3. _________a person, country, or business that sells goods to another country.4._________to send goods to another country for sale.5.__________a person, country, or company that buys products from another country in order to sell them

2. Import and export deal with the movement of goods between countries. 1 What is the difference in meaning between to import and to export?2 Say the words below, stressing the sounds in bold, then listen and check. import importer export exporter import importation export exportation 3 Which are nouns and which are verbs? 4 Say these two sentences, paying particular attention to the words in italics. a Imports have increased again this month. b The strong pound is bad news for exporters5 Make new sentences with words based around import and export.

3. Complete this text about free trade by completing sentences 1-6 with a-f below. 1 Free trades exists when good can be traded easily between countries . 2 Protectionism is where countries try to protect home producers . 3 One way they do this is by using tariffs . 4 Another way is by using quotas which limit ....... 5 Domestic manufacturers often complain that foreign competitors . 6 Exporters, on the other hand, often complain about .

a which are a kind of tax on imported goods. b complicated bureaucracy and complex customs regulations. c without restrictions. d the number of quantity of goods that can be improved. e from foreign competition and cheap imports. f try to destroy them by dumping their goods at very low prices.

4. Complete these sentences with words in italics from 2. 1 These new import . make our products 50% more expensive. 2 Government . limit the import of luxury cars to just 200 each year. 3 .. is a very good idea in principle, but in practice we need . to help domestic manufacturers to survive. 4 This . is awful; just look at all these forms weve got to fill in. 5 We cant compete with their prices; they must be . Their goods to put us out to business.

5 . What is your companys Unique Selling Propositions or USP? Fill in the missing words in the sentences below. Choose from the followingcare competitors employees empowered flexibleexperience goal invest quality talking

1. Our __________________ are the best trained in the country. 2. We look at what our ____________________ do, then we do it better. 3. We spend more time _____________________ to our customers than any other company in our field. 4. The ___________________ of our goods and services is second to none. 5. We regularly win industry awards for our levels of customer ____________ 6. We have more years of _________________ or working in this sector than any other organization in this country. 7. We have a more ____________ approach to the needs of our customers than any of our competitors. 8. We _____________ more in research and development than anyone else in the business. 9. All our people are _____________ to take decisions on the spot about what is best for the customer.

Tip: The WTOThe World Trade Organization was establish in 1995. It is a Geneva-based organization that aims to ensure that global trade flows as smoothly and freely as possible. One of its functions is to settle trade disputes. Member countries agree to reduce the trade barriers between them in a series of trade negotiations, known as round. These rounds (for example, the Uruguay Round) have mad trade freer.

R E A D I N G

1.- Make a list of foods that are usually imported into your country. Which would have been considered rare luxuries in the past?2.- What do you know about bananas?

1 Decide if a-e are true (T) of false (F). a Bananas are very fattening . b The first bananas came from Central America . c The word banana is of Portuguese origin . d Bananas ripen naturally on the sea voyage . e Bananas have to be picked while they are green . 2 Read the text below and check your answers. 3 Label the pictures (a-e) to describe the different parts of the process, as in the example.

.. .. ..

4 Look at the second paragraph again. List words and expressions to do with handling and transportation. 5 Read the tip about WTO.

3. Now read the text opposite and answer the questions.

1 What was the cause of the disagreement between the USA and the EU? 2 How did the USA punish the EU for refusing to accept the decision of the WTO? 3 What is the future likely to be for West Indian producers? Why?

Nowadays we take bananas for granted, but a hundred years ago few Europeans had seen a banana, let alone tasted one. They are a favourite in packed lunches and a healthy snack, which contains just 90 calories. Yet how many of us are aware of whats involved in producing and transporting this delicate fruit? Bananas are originated in south-east Asia; later on, roots were transported to Africa by Arab traders. (Banana comes from the Arabic word for finger.) In the sixteenth century missionaries introduced it to the Caribbean. Bananas can only grow in tropical climates fifteen degrees north and south of the Equator, giving countries in this belt an ideal comparative advantage, like Chiquita, to bring bananas to a wider public. A plant weighing forty-five kilograms produces around 120 pieces of fruit. Freshly cut bunches of green bananas travel to the packing station by overhead cable, where they are washed in cold water and packed in cartons. They are loaded on pallets and the cargo is placed in the holds of refrigerated ships at 13.6 C which puts them to sleep. It can take several days to reach this ideal temperature. At their destination they are transported to ripening rooms where a little ethylene gas brings them to market condition; customers prefer bananas with green tips and necks. Container trucks take them to retail outlets.

T h e B a n a n a W a rIt is perhaps strange that fruit should be at the center of what was almost a trade war between the USA and the European Union. France and Britain wanted to protect the interests of banana producers in their ex-colonies, especially in the West Indies, against US companies operating out of Central America. The USA claimed that was against the rules of the international competition and free trade. The WTO decided in favour of the USA but the Europeans refused to recognize the decision. It was only following a second WTO judgement against the EU, and the USAs imposition of huge tariffs on unrelated goods, that they finally agreed to obey the decision. It remains to be seen how well banana growers in the West Indies can survive as Central American countries have a comparative advantage in climate, land, and labour costs. GRAMMAR COUNTABLE AND UNCOUNTABLE NOUNS1. Which words and phrases in the box are countable (C) and which are uncountable (U)?

suggestion . money . component . furniture . opinion . sugar . time . honey . hour . oil . information . wine . banana . dollar . advice . milk . machinery . cigarette .

2. Containers allow us to quantify uncountable nouns, for example: a packet of sugar.

1 Look at this list of containers and match each one to a picture a-h. a box . a bottle . a packet . a carton . a crate . a jar . a barrel . a container load .

a b c d

e f g h

3. how much how many Choose the correct word / expression and complete the sentences.

How much + uncountable noun E.g.: How many rashers and sausages

How many + countable noun E.g. How much ham?

1. _______________________________ sandwiches have you got? 2. _______________________________ milk is there in the fridge? 3. _______________________________ time do you need? 4. _______________________________ fruit can you see on the table? 5. _______________________________ friends have you got? 6. _______________________________states are there in Mexico? 7. _______________________________ love do you give to your mom? 8. _______________________________ gobernators are there in Mexico? 9. _______________________________ bananas do you eat a day?

4. Choose a word to fill each space.

a few a little much some many a lot

1. 2. How ________children do you and Tony have?3. We only have__________ carrots. We should go and buy some more.4. "Do we need any mushrooms?" "No, we have ________. Look, three bags!5. 6. When you make the pie, put_________ wine in too. But not too much! It makes it really tasty. 7. I have been to America times. Twice in 1996 and again last year. Can you give me_________ information about the buses in the city centre please? 8. _________people think he is stupid, but he's actually quite intelligent.

UNIT 3 MARKETING

The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing.

. (1) identification, selection and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer's place, and (4) development and implementation of a promotional strategy. Marketing is based on thinking about the business in terms of customer needs and their satisfaction. Marketing differs from selling because (in the words of Harvard Business School's retired professor of marketing Theodore C. Levitt) "Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. VOCABULARY1. Label them .SLOGAN / LOGO / TARGET / PRODUCT / SEGMENT / BRAND

____________ ____________ ______________ ______________ _____________ ___________

2. Complete sentences 1-8 with endings a-h.

1 The words of this slogan are . 2 Whats the best known . 3 Rich retired people is the segment..... 4 It doesnt only appeal to kids . 5 Unless we extend our product range, . 6 Who designed . 7 If we want to penetrate the US, 8 They are trying to launch it by

a well have to modify our strategy b your company logo? c brand of soft drink in the w d we wont attract more customers. e projecting a sophisticated image f that we should target! g but older people like it too. h easy to remember.

3. Underline the stressed sound in each of these words, as in the example.

strategy logo image target product penetrate slogan segment appeal

4. Listen and check, then practise reading the sentences in 1 above aloud. Pay attention to your pronunciation of the words in italics.

5. Which of the words or expressions in italics in 1 means:

1 a part of a market? .. 2 the symbol / group of letters used to identify a companys products? 3 the general idea or impression that costumers have of a product? 4 a series of items which give customers a choice? .. 5 to aim at an objective? .. 6 to introduce a new product to the market, often with advertising? 7 a make of products easily identified by its name or design? 8 to enter a market and obtain a share of it? .. 9 to be attractive to someone? .. 10 a phrase or sentence customers will associate with a product? 11 a future long-term plan of action? ..

6. Which of the verbs does not match each noun?

1. PRODUCT2. BRAND a) influencea) establish b) design b) create c) sell c) build d) advertised) open

3. AN IMAGE 4. AWARENESS a) distribute a) raise b) have b) heighten c) project c) pick up d) present d) increase

7. Advertising essay. Fill in all the gaps with:

Consumers, encourages, exposure, inundated, logos, product, promote, regulate, television.Principio del formularioIn todays material world, we are ________________with various forms of advertising. In my view, this can be dangerous as it _______________ us to spend without thinking and young people, in particular, need some protection from it.

The first point to make is that advertising does make us spend money we do not need to. There are nowadays so many different ways companies _____________ their products and services, ranging from _________________ commercials to simple flyers that we cannot escape it. If, for example, you watch a football match on television, you will see the______________ of the tournament sponsors. Likewise, if you watch the latest blockbuster movie, very probably you will see a _______________ placed in the film by some advertising agency. The volume of this advertising means that we, as _____________ , tend to be profoundly influenced by it and buy without thinking.

It is not easy to decide how to ________________ advertising. Clearly, governments ought to restrict advertisements for harmful products such as alcohol and tobacco. They do not have the power, however, to control other forms of advertising. This means we need to use our commonsense when we go to the shops, and ask ourselves whether we really need to make that purchase. Parents should, however, ensure that young people are protected from too much __________________ to advertising. This can mean simply explaining that it is not in fact necessary to buy the newest Xbox, or simply turning the television off.

My conclusion is that while we cannot escape advertising or its effects in the modern world, children should be encouraged not to pay too much attention to it.

R E A D I N GA. Read the following article about The Product Life Cycle.

The Product Life CycleA new product progresses through a sequence of stages from introduction to growth, maturity, and decline. This sequence is known as the product life cycle and is associated with changes in the marketing situation, thus impacting the marketing strategy and the marketing mix.Introduction StageThe firm seeks to build product awareness and develop a market for the product. The impact on the marketing mix is as follows: Product branding and quality level is established. Pricing may be low penetration pricing to build market share rapidly. Distribution is selective until consumers show acceptance of the product. Promotion is aimed at innovators and early adopters. Growth StageThe firm seeks to build brand preference and increase market share. Product quality is maintained and additional features may be added. Pricing is maintained as the firm enjoys increasing demand with little competition. Distribution channels are added as demand increases and customers accept the product. Promotion is aimed at a broader audience.Maturity StageThe strong growth in sales diminishes. Competition may appear with similar products. The primary objective at this point is to defend market share while maximizing profit. Product features may be enhanced to distinguish the product from that of competitors. Pricing may be lower because of the new competition. Distribution becomes more intensive. Promotion emphasizes product differentiation.Decline StageThe firm has several options: Maintain the product, possibly rejuvenating it by adding new features and finding new uses. Harvest the product - reduce costs and continue to offer it, possibly to a loyal niche segment. Discontinue the product, liquidating remaining inventory or selling it to another firm that is willing to continue the product.

B. Answer the following questions.

1. What are the stages of the product life cycle?

____________________________________________________________

2. In which stage does the strong growth in sales decrease?

____________________________________________________________

3. If you were the owner of a company, what would you decide if your product is in the decline stage?

GRAMMAR SIMPLE FUTURE WITH WILL GOING TOWE USE WILLto express a spontaneous decision (made at the moment of speaking)

e.g.- John: Have you forgotten? It's my birthday today!- Sam: Oh, no! I'm sorry! You know what? I'll buy you a beer!NOTE: We often use I think I'll or I don't think I'll, like- I'm thirsty. I think I'll have a glass of wine.to offer to do something

e.g.- Sam: My bags are so heavy. I've been shopping all day for Christmas!- John: Hey, wait, I'll help you with your bags!to speak about future facts

e.g. The next Olympic Games will be in London.TO BE GOING TOpositive: I am (=I'm) going to visit my ex-boss at the weekend.negative: They are not (=They're not OR They aren't) going to give me a pay-rise this year, I already got one last year.question: Are you going to visit your ex-boss at the weekend, too?

WE USE TO BE GOING TOfor predictions; when we say something is going to happen in the future based on what we see today

e.g. Look at their new TV advertisement! It's so good they're going to become market leaders within weeks!to speak about something we have decided to do

e.g. I've heard about their new product everybody's fascinated by it. I'm going to buy one myself next week.NOTE: SOMETIMES THERE IS NOT MUCH DIFFERENCE BETWEEN WILL AND TO BE GOING TO.e.g.I think their new brand will become successful. =I think their new brand is going to become successful.

1. Will or Going to? Choose the correct answer

1. I feel really tired. I think I ______ go home. 'll 'm going to1. Where are you going? I ______ visit a customer. 'll 'm going to1. Do you want me to help you? No thanks. John ______ help me. 'll 's going to

4Can you help me with this? I don't understand.

I ______ give you a hand as soon as I've finished this. 'll 'm going to

5Would you like to come to my house for dinner and talk about this?

Good idea. I ______ bring some wine. 'll 'm going to

6I've already decided. I ______ set up a new business 'll 'm going to

7What are your plans for next week?

I ______ to fly to New York on business. Probably on Tuesday but I haven't bought my ticket yet. 'll 's going to

8Why are you wearing your best suit?

I ______ have a meeting with my biggest customer. 'll 'm going to

9Look! There's smoke coming out of the photocopier.

You turn it off and I ______ phone the safety officer 'll 'm going to

10Did you phone Michael?

I'm sorry. I completely forgot. I ______ do it now. 'll 's going to

1. 1. 2. The last marketing-campaign was not really successful. 1. The organisers of that campaign have therefore come together1. to discuss what went wrong. Now they are explaining what's1. going to be different in the next campaign.Complete the sentences in Future I with going to.

1. Question: What (change / you ) ____________ in the next campaign? 1. Answer: We (start) ______________planning the campaign earlier. 1. And we (focus) _______________ on a specific target group. 1. Question: How (do / you) __________________that? 1. Answer: We (cram / not) ___________________ that much information into our campaign. 1. Instead, the campaign (leave) _____________ just one clear message. 1. Question: Which target group (reach / you) ___________ ? 1. Answer: Our next campaign (target) _______________ at housewives aged 30 to 40. 1. Question: How (get / you) ______________ these prospects to buy our products?

3.Complete the following sentences with the appropriate form of will/to be going to + the verb in brackets.1. Look at the sky! I'm sure it . (snow).1. Do you think he (marry) me?1. Oh, no! I've missed my bus! Now I. (not get) to the meeting on time!1. Next year they (enter) the Asian market.1. You have a headache? I (give) you an aspirin.

UNIT 4 Money and Negotiation

1. Discuss these questions in groups or as a class.8. Do you always have to pay the full asking price for goods and services or are they negotiable?8. Does this depend on the type of goods or services you are buying?8. Are negotiations or price lively and noisy or businesslike and quiet?8. Are you a good negotiator?

V O C A B U L A R Y

1. Complete sentences 1-4 with a-d.

1 The union is negotiating . 2 I haggled . 3 I swapped the white car . 4 She deals .

a in know artists work. b for better pay and conditions. c over the price of the carpet. d for a blue one

2. Which of the words in italics in 1 above:

3. describes the regular business activity of buying and selling products? 3. means to discuss in order to make an agreement? ..3. means to argue a price in lively and noisy way? ..3. is an informal way of saying exchange? ..

3. H o w s your h a g g l i n g ?1 The tablet youve reserved in a restaurant wont be ready for half an hour. Do you: a smile and wait? b say that you will never use the restaurant again? c suggest that you should get free drinks as a concession for waiting? 2 You pay 1,000 to do a computing course which is a waste of time. Do you? a forget about it? b ask for a refund? c ask for a refund plus compensation?3 A poor person is selling a painting for 100 which is worth five times as much. Do you? a tell them the full value of the painting? b pay their asking price and be happy it was a bargain? c offer 75, take it or leave it?4 You want to do a course of twelve driving lessons. Each lesson costs 50. Do you? a ask for 10% off the price of each lesson? b ask what discountis available for a course of twelve lessons? c book ten lessons and ask for two extra free lessons?

4. Look at the questionnaire opposite.

1 Which of the words in italics means: a a very good price? .. b in return of something? .. c repayment? .. d a reduction in price? .. e money for your inconvenience? .. 2 Do the questionnaire, then discuss your answers with partner.

5. Complete these sentences using a word built around negotiate. (negotiations-negotiable-negotiating-negotiator)

1 She is a really tough Shell always get us the best deal. 2 have broken down between government and the train drivers.3 Never forget that .. is a science; there are techniques you can learn. 4 Im sorry, the price is not .., youll have to take it or leave it.

R E A D I N G

1. How easy do you think it is to raise capital to invest in a new business? Which people or institutions would you approach first?2.Match the words in the box with the definitions 1-6 below. expenditure budget cash flow forecast bankrupt income business plan 1 the money coming into a business .. 2 the money leaving a business .. 3 a financial projection showing when 1 and 2 will happen .. 4 a plan of how to spend money over a period of time .. 5 what you become if you cant pay what you owe .. 6 a document which explains you project and how it will succeed ..

One of the biggest difficulties most new businesses face is raising capital. Unless it weve already got money. Well have to persuade other people or institutions to part with theirs. Some people automatically approach their families. Do carefully though before asking family members to trust you with their life savings. If the business fail, how will you tell them? Another possibility is to find a business angel, someone who is prepared to invest in return for a share in the business. Sadly, angels are in short supply. You can use a credit card, of course, but after loan shark this is the most expensive way of financing your borrowing. This leaves us with our bank manager who should be at the top of our list if we want to negotiate a loan.Banks are in the business of lending money, so youll get a polite and fair hearing. Fine words wont be enough to talk them into giving you a loan. While theyll expect to see enthusiasm and energy, evidence that youve thought seriously about your proposal is essential. An intelligent business plan is the most convincing argument of all. Establish realistic budgets and work out what the absolute minimum is that you need to live on. A cash flow forecast is vital. So give details of your projected income and expenditure, and have an idea of how long it will take you to break even. If you can supply evidence of firm orders or contracts, so much better. Be prepared, though, for some tough and searching questions from your bank manager. If your ideas dont support a reasonably friendly examination, they probably wont make business sense either.Before agreeing a loan, banks will want to see your own financial commitment to the success of your business. You must be prepared to put your money where your mouth is. After all, if you were in the bank managers position, you would probably act in the same way. Theyll also want some kind of security like your car or house. Therefore, if things go wrong you could find yourself out in the street. And if the business falls, as so many do, the bank will be the first in a long line of creditors to get their money back. If you are declared bankrupt, it will be difficult to secure any furthers loans and finally, on a darker note, once bank have make a decision to get their money back, is hard to talk them out of it.

3. Read the second paragraph.

1 What kind of reception can you expect at a bank? 2 What is more important than enthusiasm? 3 What should you take to your loan interview? 4 What can you expect to happen during the loan interview? 5 What should the bank managers question show?

4. Read the final paragraph and decide is the statements are true (T) of false (F).

1 Loans can be secured on your property. . 2 Most small businesses are successful. . 3 If your business fails, the bank will not hesitate to lend you more money. . 4 You could lose your home if you dont pay back your loan. . 5 Creditors are people and organizations that owe you money. .

G R A M M A R 1ST AND 2ND CONDITIONAL First conditionalWe use the first conditional when we talk about real and possible situations. Ill go shopping on the way home if I have time. In first conditional sentences, the structure is usually if + present simple and will + infinitive. Its not important which clause comes first.Second conditionalThe second conditional is used to talk about unreal or impossible things. If I won a lot of money Id buy a big house in the country.The structure is usually if + past simple and would + infinitive. Its not important which clause comes first.

1. Look at the examples of a 1st conditional (a) and 2nd conditional (b) sentence below.

a If the business fails, how will you tell them? b If you were in the bank managers position, you would probably act in the same way. 1 Identify the if-clause and result clause in each. 2 Which tenses are used? 3 In which sentence is the result of the if-clause likely or automatic? . 4 Which sentence describes an imaginary or hypothetical situation? .

2. Change the verbs in brackets to make 1st or 2nd conditional sentences. 1 I .. (be) an extremely rich woman if I .. (know) the answer. 2 If you .. (be) late, we .. (never place) another order with your company. 3 If I .. (be) the Managing Director of this company, I ..(make) some important changes. 4 If we .. (be able) to deliver next week, .. (you give) us the contract? 5 Unless you .. (meet) your targets, we .. (have to) let you go. 6 Just imagine what we .. (do) if we .. (manage) to get into their computer system! 7 Dont be a fool! You .. (lose) your money overnight if you .. (invest) it in that firm. 8 Unless you .. (get) good financial advice, you .. (pay) far too much tax! 9 I .. (be) bankrupt if I .. (take) out another loan. 10 We .. (not sell) the new range unless we .. (cut) our prices.

Y O U R T U R N!

Work in pairs of groups. Talk about these questions, using if or unless in your answers. If you started you own business, what would it be? What one thing would improve your life the most? What would happen if your country went bankrupt? What will happen as people retire younger but live longer? Which famous business person would you most like to meet? What would happen if the working week is reduced to thirty hours? What one thing would you change about your past life? What will happen if global warming continues?

UNIT 5 MARKET RESEARCH is the process of systematic gathering, recording and analyzing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc. It can be used to determine which portion of the population will purchase the product/service, based on variables like age, gender, location and income level.

.

V O C A B U L A R Y1. Match the words with their definitions. Sample, jingle,voice-over, mailshot , gimmick, token, attitude promotion, consumer, campaign, commercial.

1. A small amount of a product which is given away so that people can try it. SAMPLE2. Your ____________ towards something: what you think or believe.3. The commentary in a TV commercial from an invisible speaker.__________4. A piece of plastic or paper which can be exchanged for something else.__________5. Another name for a radio or TV advertisement.___________6. The act of making a product known and selling it.__________7. An idea which is used to catch peoples attention and make them buy something.________8. A buyer of goods and services.__________9. A letter and advertising material and which is sent to a list of people who usually have been selected and targeted.___________10. The plan of a series of actions to advertise a product._________11. And easily-recognizable and easily-remembered song or piece of music which goes together with commercial.________

2. Complete the sentences with words from the box. jingle gimmicks promotion campaign position token mailshot voice-over

1. Firms have to think carefully how to .. their products; in other words to know which segment of the market they want to target.2. Witch actor did the .. for the commercial? His voice sounds familiar.If you give the cashier the .. from this packet, youll get the next one at half-price.3. We dont believe in stupid ..; we just give our customers first- class service4. I think we should use local radio for our next advertising 5. I cant stop singing that stupid .. for cornflakes! I cant get the tune out of my head!6. There was an excellent response to our last ..; we sent 3,000 letters and got 400 replies.7. Our next sales .. will include a special discount of 20%.

3 . Look at the pictures and write the correct method of research. Survey questionnaire, dustbin survey, focus group, blind testing.

__________________ _________________ _________________ __________________

4. Complete the text below with words and phrases from the box.dustbin survey samples survey blind focus group consumers questionnaires attitudes perceive market research

Organizations which want to find out how the public 1 .. their products or services usually carry out some from of 2 .. A street 3 .., where passers-by answer questions or complete 4 .., is the most common method. Another is 5 .. testing, where volunteers taste and analyse anonymous 6 .. of food and drink. A 7 .., where a researcher visits households and studies the labels of the products which have been consumed, is useful for longer-term research. A very sophisticated technique is to run a 8 ... This is where a researcher encourages a group of 9 .. to discuss their 10 .. to different products. This discussion is secretly observed and often filmed.

4. Match the statements about the imaginary country of Ciberland (1-10) with their meanings (a-j) _____1. . There are 20 million people in Ciberland who want to work. One million do not have jobs. ______2. Some industries are privately owned and some are stated owned. ______3. Last year the size of the economy was $100 billion. This year is $101 billion. ______ 4. Prices are much higher this year than last year. ______ 5. Banking, insurance and tourism, etc are important to the countrys economy. ______ 6. But the production of cars, machine tools, white goods, etc, is still the most important part of the economy. ______ 7. At the moment, the economic situation is bad. There is a danger that the economy will get smaller, not bigger this year. ______8. Most working people have to pay about a third of their income to the government. ______ 9. Today you can buy 10 Cibers for one dollar. Last year it was the same. _____10. Two million workers are members of labour organizations.

a) The EXCHANGE RATE is stable. b) The standard RATE OF INCOME TAX is 30%. c) The MANUFACTURING SECTOR is larger than the service sector. d) The UNEMPLOYMENT RATE is 5 %. e) People are afraid of RECESSION. f) The GROWTH RATE was 1 %. g) The economy has a large SERVICE SECTOR. h) TRADE UNION MEMBERSHIP is about 10 % of the whole workforce. i) Ciberland has a MIXED ECONOMY. J) The RATE OF INFLATION is high.5. Look at some of the different ways of presenting data.

1 Match the pictures 1-4 to a-d. a graph . b table . c bar chart . d pie chart .

2 Choose the best way of presenting this data. a The way a household spends its weekly budget. . b Progress of the sales of a book for a five-year period. . c A league of examination results for schools in your area. . d The comparison of two years sales results across a range of products..

READING

MARKET RESEARCH GROUPINGRECENT TREND IN MARKET RESEARCHIn the past, marketing and advertising decisions were often based on an analysis of socio-economic categories. These are categories into which the population is divided. The categories include how much money people have and their likely tastes. Nowadays, other more sophisticated techniques are used. These are segmenting techniques which try to assess consumers' psychological make-up and not their social Class or group. The old technique of using socio-economic categories did not account for the fact that some people drive very expensive cars, while, at the same time, wear very cheap watches. Modern marketers recognize that , nowadays, there is often no overall consumer type.Marketers also need to take into account demographic patterns, such as the breakdown of the two-parent family and the reduction or growth in certain age groups .

Many companies keep a database of customers who have shown an attachment to particular brands. Use of and attitude to certain products tell a company more about what the customer is thinking than the socio- economic category to which s/he belongs . After all, certain brands or products are bought by people from a wide range of social and economic backgrounds.3. Read again and answer the questions

1. What was marketing and advertising decision based on? ____________________________________________________________________________________________________________________2. What techniques are used nowadays?____________________________________________________________________________________________________________________3. Why did not the old techniques work?____________________________________________________________________________________________________________________

GRAMMARRELATIVE PRONOUNS AND CLAUSES1. Study sentences a-d below. Which of the relative pronouns underlined refers to.

1. a person? ..2. a thing ? .3. a place? .4. possession?.............

a. These are segmenting techniques which try to assess consumers' psychological make-up and not their social Class or group.b. Many companies keep a database of customers who have shown an attachment to particular brandsc. He is the manager whose secretary complained to the union.d. Thats the office where your mother used to work.

2. Choose the correct answer1. Be sure to speak to our tourist guide,a. where you can have cod and chips.b. who will deal with it as a top priority.c. who will tell you about interesting places to visit.d. which provides an excellent selection of snacks and drinks.e. where you can enjoy a pint of bitter.

2 There is a fax machine at the front desk,a. where you can unwind over a few drinks.b. who will look after your small children whilst you go shopping.c. where you can relax over a gourmet meal.d. which will clean your clothes overnight.e. where you can send and receive faxes.

3 There is a typical English fish and chip restaurant,a. where you can have cod and chips.b. who provides a manicure service in your room.c. which will take you to and from the airportd. which provides an excellent selection of snacks and drinks.e. where you can enjoy a pint of bitter.

4 There is 24 hour room service,a. where you can get seats for all the hit shows.b. who provides a manicure service in your room.c. which will take you to and from the airportd. which provides an excellent selection of snacks and drinkse. where you can send and receive faxes.

5 There is a team of highly qualified secretaries available,a. where you can unwind over a few drinks.b. where you can sweat out the dirt from the City.c. where you can get your hair done.d. where you can keep fit.e. who will help you with your paperwork

3. make single sentences from these pairs by using a relative pronouns

1. This is a machine. It revolutionized tool making.

________________________________________________________________2. There the factory. Your grandfather used to work there.

________________________________________________________________

3. They have launched a new mobile phone. It is called Bell south.

________________________________________________________________

4. Thats Gina Core. Her promotion was a complete disaster.

________________________________________________________________

5. Ill always be grateful to Mr. Villegas. He gave me my first job.

________________________________________________________________

V O C A B U L A R Y

UNIT 6 INVESTMENT

1. Put a word in the box which means the same as the definition on either side, as in the example.portfolio, Issue , stock, capital, , share ,commission, float.

1. An important topic issueto produce shares for investment1. To divide up between people ____ a small portion of a company1. What ships do on the water ____ to issue shares in a company1. What shops keep in reserve ____ another word for shares1. London, Paris , Tokio are this kind of city ___ money to invest in business1. Example of an artists or designers work ___ range of shares kept by investors1. An army officer has one ____ a sales percentage earned by the Salesperson

2. Choose the correct term in brackets.1. _____have started to sell their shares because of poor company results. ( invest/ investor/ investment)1. JM Keynes was one of the worlds most influential ____(economist/economy/economic)1. At the annual general meeting the ____who have invested in the company hear a statement from the chairman. (share/shareholders)1. I dont understand very much about _____matters. (finance /financial)1. You should have a range of ____, its dangerous to put all your money in one or two companies. (investor/investments/ invest)1. Good politics can be bad _____. (economists/ economics/economy)1. The USA and Germany are powerful ____economies. (capital/capitalist)1. She was one of the earliest female____ to work in the City of London. (stock/ stockbroker)

3. Read the text below and find the words of expressions in italics which mean: 1 the many portions into which a companys capital is divided. 2 where shares are bought and sold according to a set of fixed rules. 3 an investors selection of shares. 4 the income produced by successful share. 5 money for a service, often a percentage of the value of the business done 6 to offer company shares on the stock exchange for the first time 7 a professional dealer in shares. 8 an investor who owns shares in company.

Big companies wishing to raise capital can issue shares and float themselves on the stock market. People who buy these shares are known as shareholders. Stockbrokers act as middlemen between investors and the stockmarket. They receive a commission or fee for their services. They may also manage their clients investments. Wise investors spread their risk by buying shares in a range of different companies. This range of shares makes up what is known as a portfolio. Share values can rise or fall of course, but investors always hope that the company will make enough profit to be able to pay its shareholders a dividend.

4. Match the pairs.

____ 1. strategic a. movement ____ 2. venture b. gains ____ 3. stock market c. alliance ____ 4. business d. angel ____ 5. financial e. capitalist ____ 6. business f. portfolio ____7. investment g. venture5. Complete the table ADJECTIVENOUN

1. stubborn

2. entrepreneur

3. bankrupt

4. ethics

5. intuitive

6.risk

7. analytical

8.diversification

6. Choose the best answer.1. Asset ___________________ involves dividing an investment portfolio among different asset categories, such as stocks, bonds, and cash. a. allocation b. collocation c. information2. ___________________ investor is more likely to risk losing money in order to get better results. a. A passive b. A timid c. An aggressive3. What's the opposite of an aggressive investor? a. A concerned investor b. A conservative investor c. A cornered investor4. Proponents of diversification believe that you shouldn't put all your eggs __________. a. in one basket b. in one bag c. in one backpack5. A mutual fund is a form of ___________________ investment that pools money from many investors and invests their money in stocks, bonds, and other securities etc. a. collective b. collected c. collated6. A commodity is something that is relatively easily ____________________. (eg.rude oil, sugar, gold, etc.) a. trained b. traced c. traded7. What are the __________________ risks associated with this approach? a. money-losing b. financial c. financier 7. Match the words in italics in sentences 1-6 with the definitions a-h below. 1 His temperature rose so we called the doctor. 2 The bird opened its wings and soared into the sky. 3 Jenny fell from the bridge and plummeted towards the river.4. The balloons height dropped, but then it leveled off, and remained steady for the rest of the flight. 5 When the dog came into the garden, the cat jumped into the three. 6 The mountain peaked fifty meters above the climber. a moved suddenly .. b decreased .. c went up dramatically .. d increased .. e stayed the same .. f reached its highest point .. g stopped rising or falling .. h fell dramatically ..

1. One of the most dramatic events in financial history was the Wall Street Crash of 1929. Study the graph which shows the value of shares before and after the crash, and complete the text by using one of the verbs from 3 above.

The value of shares 1 .. steadily in the years from 1923 and early 1925. They then 2 .. until early 1927. All of a sudden share values started to3 .. and kept on 4 .. On 3rd September 1929 the market 5 .. by 5% in just one day. Prices finally 6 .. a few days later. Then crash came on 29 October (known as Black Tuesday), when values 7 .. On that one day, a record 16,410,030 shares were traded on the US exchanges and thousands of people were ruined. By December values had 8 .. to just over 200 points and the worlds capitalist economies had entered the Great Depression.

READINGANGEL INVESTOR Angel investors provide capital for start-ups bringing their innovations to the marketplace. Recently, with the huge growth in opportunities brought about by the internet, more and more small investors are providing 'angel' financing for these small, nimble companies. Angel investors typically invest between $5,000 to $40,000 in a start-up in its infancy. Sometimes, 'angels' are so convinced by an idea that they provide funds for a business that hasn't even been founded! Without these risk-takers, innovative and revolutionary advances in technology may not come to pass. The price is high, and start-ups often fail, but just one 'winner' can return twenty times the initial investment. In other words, an angel investing in fifteen companies needs just one success to make the investment strategy worthwhile. Of course, angels hope for a much better return. Because these investors at the beginning of the company there are many terms used in angel investing that reflect this early stage development. Here are some of the most important: seed a company - the first 'seed' of money to help 'grow' the company get in on the ground level - lowest level entry point self-funded - a company that provides its own financing without asking for outside help garage startup - the classic technology started - Steve Jobs and Steve Wozniak started Apple in a garage - it's become a modern day 'American dream' of many - especially in San Francisco) Angel investing is sometimes confused with venture investments. Angel investors fund at the initial entry level while venture capitalists usually wait until a young company has proven that their idea and has brought their product or technology to market. These companies then need larger investments to quickly grow and capture market share. Key Vocabulary and Collocations angel investorstart-upinnovationcapitalto bring aboutnimbleto found a businessrisk-takerto come to passinitial investmentworthwhilereturn (on an investment)early stage developmentto seed a companyto get in on the ground levelself-fundedventure capitalistbring a product to marketto capture market share 7. Read again and choose the correct answer

0. Which statement is true?a. Angel investors provide capital for established companies.b. Angel investors provide capital for companies that have succeeded and need to grow their market share.c. Angel investors provide capital for companies that are in their early stages of developmentd. Angel investors provide capital for companies that are in their early stages of development.0. What is a typical investment for an Angel?a. $25,000b. $2 millionc. $1000. What will Angel investors sometimes do?a. Invest in companies that haven't been founded.b. Invest in companies that are going out of business.c. Invest in companies that have established a large market share0. Do angels expect all their investments to succeed?a. Yesb. Noc. Do not say0. Why are angel investors willing to take such high risk?a. If a start-up succeeds it can deliver up to twice the investment amount.b. If a start-up succeeds it can deliver up to twenty times the investment amount.c. If a start-up succeeds it can return the initial investment amount0. 'Seeding a company' means:a. to provide initial investmentb. to provide late stage investmentc. to save a company from going bankrupt0. In a best case scenario, how much might an angel make on a successful start-up investment of $50,000.a. $80,000b. $2 Millionc. $150,0000. Which example is given of a 'garage' start-up?a. Googleb. Microsoftc. Apple

0. Venture capitalists are:a. the same as angel investors.b. different types of investors than angel investors.c. people who create start-ups.

0. Venture capitalists help a company to:a. capture market share.b. begin a company.c. go into bankruptcy

Principio del formulario

GRAMMAR: MAKING COMPARISONThere are some rules to help you make comparisons in English.

1 If the adjective (describing word) is one syllable, you can add -er.For example, small smaller; big bigger; nice nicer.2 If the adjective has two syllables, but ends in -y, you can change the end to -ier.For example, lucky luckier; happy happier.3 With other English adjectives of two syllables and more, you can't change their endings. Instead, you should use more + adjective.For example, handsome more handsome; beautiful more beautiful and so on.4 When you compare two things, use 'than'."She's younger than me.""This exercise is more difficult than the last one."5 When you want to say something is similar, use 'as as'.For example, "She's as tall as her brother" or "It's as nice today as it was yesterday."6 When you want to say one thing is less than another, you can either use 'less than' or 'not as as'.For example, "This programme is less interesting than I thought" or "This programme is not as interesting as I thought."7 Remember that some adjectives are irregular and change form when you make comparisons.For example, good better; bad worse; far further.

9. Business Writing Comparative Adjectives .

1. Writing an email is ________________ than writing a letter. (quick) 2. Sending a postcard is ________________ than sending a letter. (cheap) 3. Minutes written in shorthand are ___________________ to read than minutes written in longhand. ( difficult) 4. A message left on your answer machine is __________________ to ignore than a note stuck on your computers screen. (easy) 5. The paper you print out a memo on is usually _______________ than the paper you write a note on (big) 6. In my country, sending texts is ____________________ than sending emails ( popular) 7. Using emoticons is ___________________ than using abbreviations and acronyms. (friendly) 8. Writing an SMS with your thumb is ____________ than writing an email on a computer keyboard. (slow) 9. Cancelling a meeting by texting someone is _______________ than cancelling a meeting by leaving an answer on their answer machine. (bad)

10. ___________________________________________(expensive)

11. _________________________________________________(hot)

12. _______________________________________________(pretty)

Business English Regular Verbs

Principio del formularioFinal del formulario1. accept 2. add 3. admit 4. advertise 5. advise 6. afford 7. approve 8. authorize 9. avoid 10. borrow 11. calculate 12. cancel 13. change 14. charge 15. check 16. choose 17. complain 18. complete 19. confirm 20. consider 21. convince 22. count23. decide 24. decrease 25. deliver 26. develop 27. discount 28. dismiss 29. dispatch 30. distribute 31. divide 32. employ 33. encourage 34. establish 35. estimate 36. exchange 37. extend 38. fix 39. fund 40. improve 41. increase 42. inform 43. install 44. invest 45. invoice 46. join47. lend 48. lengthen 49. lower 50. maintain 51. manage 52. measure 53. mention 54. obtain 55. order 56. organize 57. owe 58. own 59. pack 60. participate 61. pay 62. plan 63. present 64. prevent 65. process 66. produce 67. promise 68. promote 69. provide 70. purchase71. raise 72. reach 73. receive 74. recruit 75. reduce 76. refuse 77. reject 78. remind 79. remove 80. reply 81. resign 82. respond 83. return 84. rise 85. sell 86. send 87. separate 88. shorten 89. split 90. structure 91. succeed 92. suggest

Irregular verbsVerb (infinitive)Past simple formPast participle

becomebecamebecome

beginbeganbegun

breakbrokebroken

bringbroughtbrought

buildbuiltbuilt

buyboughtbought

catchcaughtcaught

choosechosechosen

comecamecome

costcostcost

cutcutcut

dodiddone

drawdrewdrawn

drinkdrankdrunk

drivedrovedriven

eatateeaten

fallfellfallen

feedfedfed

feelfeltfelt

fightfoughtfought

findfoundfound

flyflewflown

forgetforgotforgotten

forgiveforgaveforgiven

getgotgot (BrE) / gotten (AmE)

givegavegiven

gowentgone

growgrewgrown

havehadhad

hearheardheard

hidehidhidden

hithithit

holdheldheld

knowknewknown

learnlearnedlearnt/learned

leaveleftleft

lendlentlent

loselostlost

makemademade

meanmeantmeant

meetmetmet

paypaidpaid

putputput

readreadread

rideroderidden

riseroserisen

runranrun

saysaidsaid

seesawseen

sellsoldsold

sendsentsent

setsetset

showshowedshown

singsangsung

sitsatsat

sleepsleptslept

speakspokespoken

spendspentspent

standstoodstood

stealstolestolen

swimswamswum

taketooktaken

teachtaughttaught

telltoldtold

thinkthoughtthought

throwthrewthrown

understandunderstoodunderstood

wearworeworn

winwonwon

writewrotewritten

GLOSSARY:

Agenda: a list of items to be discussed at a meeting, and their order of discussionagree a deal: to reach agreement at the end of a negotiationappeal: to be attractive or interestingapplicant: a person who applies for a jobapplication form: a printed form sent out by an organization , on which a formal request is madeapproach: a way of doing something or dealing with a problemapproval: somebodys good opinion of something that you have suggestedasking price: the price that somebody wants to sell something forassembly plant: a factory where part of products are put togetherattachment: a document that you send to somebody to an emailavailable: if something is available, you can get, buy or find itback: to give help or support to somebody, for example money for a projectbalance of trade: the difference between the value of a countrys imports and its exportsbalanced portfolio: a set of shares that somebody has bought in a range of companies in order to reduce the risk of their value all falling at the same timebankrupt: when a business goes bankrupt it fails because it cannot pay its debtsbar chart: a diagram which uses columns of different heights to show quantitiesbarter: to exchange goods, property, services,etc. for other goods, etc. without using moneybear market: period during which people are selling shares, etc. because they expect the prices to fallbid: an offer to buy something, especially in competition with other buyersbling testing: a market research technique where people try products without knowing what they are, and make commentsbond: a document from a company or government promising to repay with interest a sum borrowed form an investorboom: a period of wealth and successboycott: a protest by refusing to buy or handle certain goodsbrainwave: a sudden good ideabranch: a local office or store belonging to alarge company or organizationbrand: a type of product or group of products sold using aparticular nameBreak even: to do business without making a loss or a profitbreakthrough : an important development or discovery which solves a problem or changes the way we do somethingbribery: illegally and secretly giving or taking money in order to get or receive helpbring out: to introduce a new product or service to the marketbroker: a person who buys and sells shares for other peoplebull market: a period during which people are buying shares, etc. because they expect their price to rise bureaucracy: the system of official rules of ways of doing things that an organization or a government has, especially when this seem to be too complicatedcampaign: a series of planned activities with a particular aim, for example to market a productcapitalist economies : country in which businesses and industries are controlled and run for profit by private owners rather than by the governmentcargo: a load of good carried on a boat or planecarry out: to perform a task or dutycarton: a light cardboard or plastic box or pot for holding goods, especially food or liquidcash flow forecast: a prediction of a companys income and expenditure over a period of timecatch on : to become popular or fashionablecatch up: to try to reach somebody or something ahead of youcease: to stop something chair: to act as the chairperson of a meeting, discussion, etc.chairperson: the person who is in charge of a meeting or committeechase late payment: to ask people to pay money that they owe you but did not pay on timecheckout: the place where you pay for the things you are buying in a supermarket claim: to say that something is a fact without proving it - a demand for payment under the terms of a insurance policyclicks and bricks: the combination of an online shop and a physical shopclose o deal : to reach a business agreement on particular conditions for buying or selling somethingclosing line: word that a salesperson use when they want to end negotiation and get a customer to buy something come out with: to make a product or service available for the first timecome up with: one to have an idea or suggestion for something- to find or produce an answer to somethingcommission: an amount of money that is paid to somebody for selling goods and which increases with the amount of goods that are soldcommitted: willing to work hard and give you time and energy to somethingcommodity: a product or a raw material, such as grain, coffee, cotton, or metals, that can be bought and sold, especially between countriescounterpart: a person or thing that has a similar position or function in another organizationcovering letter: a letter that you send with a document, for example a CV or a fax, explaining why you are sending the document and giving any other information that is necessarycurrency: the system of money that is used in a particular country or regiondeal: a formal business agreement, especially an agreement to buy or sell goods or provide a servicedeal in : to buy and sell a particular product deal with: to solve a problem , carry out a task, etc.decline: to become smaller, weaker, fewer, etc.demand for payment: an official letter that is sent to somebody telling them that they must pay and amount of money that they owedismiss: to remove an employee from their job, often for poor work or behaviordispatch: to send goods to a customerdividend: a part of a companys profit paid to shareholders for each share they owndump: to get rid of goods by selling them at a very low price, often in another countrydustbin survey: a form of market research based on consumers keeping the wrappers and packing of products they have boughtenforce regulation: to make sure that people obey rulesenquiry: a request for information or a question about somebody or somethingentrepreneur : a person who makes money by starting or running businesses, especially when this involves taking financial risksequities: shares in a company which do not pay a fixed amount of interest but whose value may rise or fail and pay a dividendsexpand: to star operating in new marketsexpenditure: the money that a company or person spendsexploit: to use a situation as an opportunity to gain an advantage for yourselffinal demand: the last time that a company asks for payment before it will take legal actionfinancial markets: markets on which shares, bonds,etc. are bought and soldfree trade: international trade without any restrictions or taxes on imports and exportsfreight: goods that are carried by ships, planes, trains, or trucksguarantee: to promise that something is true or will happenhaggle: to negotiate over the price of somethinghandle enquiries: to deal with questions form people who want informationheadhunting: persuading somebody to leave their present job to work for another companyimage: the general idea or impression that people have of a product, companyincome: the money tht a person , a company, etc. earns from work or from businessinvest : to buy shares in accompany, property, etc. in the hope of making a profitinvoice: a list of goods that have been sold, work that has been done, etc., showing what you must paylaunch: to make a product available to the public for the first timelay off: if somebody is laid off, they lose their job because there is not enough work for them to doleaflet: a printed sheet of paper that is given free of charge toadvertise or give information about somethinglist price: the official published price of a product, before any discount has been taken offloan shark: a person who lends money at a very high rates of interestlogistics: the complicated plans involved in transporting goods to another countrylogo: a design or symbol that a company uses as its special signmiddleman : a person who helps to arrange things between people who cannot talk to each otherminutes: a written record of what is said in a meetingnegotiable : that you can discuss or change before you make an agreement or a decisionnegotiate a deal: to discuss a piece of business with somebody until you reach agreementout of stock: not currently available for sale in a shopoutstanding: not yet paidoverdue: not paid by the required timeoverstaffed: having more employees than are necessaryovertime: time that you spend working at your job after you have worked the normal hourspatent: an official document which gives the holder the exclusive right to make use or sell an invention and prevents other from copying itpeak: to reach the highest point or valuepenetrate: to successfully introduce the products and services of a business into a marketplacement: a job often as a part of a course of study, where you get some experience of a particular kind of workplummet: to suddenly fall a long waypro form invoice: a list showing the price and other details of the products that a customer has ordered but not yet paidpromote: to make people aware of a product or service and want to buy it through advertising, public relation, or other meanspromotion: a move to amore important job in a company or an organizationproposal: a formal suggestion or planpublicity stunt: something unusual that is done to attract attention to a product, etc.put through: if you put somebody through, you connect them with the person they want to talk to on the telephonequota: the limited quantity of things, for example imports, which is officially allowedraise capital: to get the money that you need to start a businessreferee: a person who gives information about your character and ability, usually in a letter, when you are applying for a jobrefund: money that is paid back to you, for example if you return goods to a shoprelaunch: to present a product again in a different way in order to increase salesremittance: a sum of money that is sent to somebody as payment for somethingrequest for payment: an official letter that is sent to somebody asking them to pay an amount of money that they owerival: a competitor in the same marketrivalry: strong competition between two companies that are competing in the same marketsample: an example of a product that is given to somebody to look at or trysegment: a part or division of something such as an economy or a marketset up: to start something, for example a new businesssettle: to put an end to a disagreementshift work: a system where work is divided into periods, each worked by a group of workers who start work as another group finishesslogan: a word or phrase that is easy to remember, used for example by a political party or in advertising to attract people attention or to suggest an idea quicklystay ahead of the competition: to continue to be more successful than other companies in a marketstock: a supply of goods that is available for sale in a shopstockbroker: a person who buys and sells shares for other peopletake on: if you take somebody or something on, you employ them- you agree to be responsible for ittalk into: persuade somebody to d something by giving them good reasonstoken: a piece of paper that youcan collect when you buy a particular product and then exchange for somethingtrade: to buy and sell thingstrend: a general direction in which a situation is changing or developingtrustworthy: that you can rely n to be honestturn around: if you turn a business around, you make it successful after it has been unsuccessful for a timeturn down : refuseturnover: the total amount of goods or services sold by a company during a particular period of timeundertake: when you agree to do somethingUSP: unique selling point: the features of a product or service which make it different from its competitorsYield: the amount of profit an investment produces

BIBLIOGRAFA UTILIZADANAUNTON, Jon PROFILE 2: INTERMEDIATE LEVEL Edicin 2009 Oxford University Press DICCIONARIO INGLES-INGLES- Intermediate Level : Oxford, Cambridge o Longman DICCIONARIO BILINGUE INGLES-ESPANOL / ESPANOL INGLES- Intermediate Level: Oxford, Cambridge o Longman COMPLEMENTARIAMANN RICHAD with BELL, Jan FIRST CERTIFICATE EXPERT Pearson Longman MURPHY, Raymond. GRAMMAR IN USE - Intermediate Level Cambridge University Press.PYE, GlennisVOCABULARY IN PRACTICE 4 y 5 Cambridge University REFERENCIAS ONLINE BBCLearning English HomeThe English Caf ExercisesBusiness English Grammar ExercisesDICTIONARY. CAMBRIDGE.ORGBUSINESS DICTIONARY.COMhttp://www.englisch-hilfen.de/en/words/jobs.htmhttp://www.englishclub.com/business-english/vocabulary.htmhttp://www.englishexercises.org/makeagame/viewgame.asp?id=2070