Poslovni engleski jezik IIntroduction

Literatura

Cotton, Falvey, Kent: Market Leader (pre-intermediate), Longman 2002

Murphy: English grammar in use, Cambridge University Press

Radoš, Meler: Englesko-hrvatski rječnik nazivlja u marketingu, Ekonomski fakultet Osijek, Osijek 2002.

Introduction: Key words to economy, marketing, banking, management and advertising

Economy can be defined as:

the system of production, distribution and consumption (the use of goods) of a PRODUCT

Careful management of WEALTH RESOURCES; an exchange of goods and services within a society

The way a country uses its money, goods and services

The organization of the affairs (business) of a group to ensure their SURVIVAL and PRODUCTIVITY

A subclass of economy is MARKET ECONOMY which is often defined as: Free economy governed by the laws of SUPPLY

and DEMAND An open exchange of goods and services

between PRODUCERS and CONSUMERS The system in which the handling of resources is

determined by the invisible hand of THE PRICE SYSTEM

The economy that relies on MARKET FORCES which determine levels of production, consumption, investment, savings without government intervention

Market economy is also:

An economy where the CONSUMER and the PRODUCER negotiate prices and this determines the value of items

An economy where economic decisions (for ex. pricing) are NOT CENTRALISED, i.e. economy’s participants and the laws of trade are the only relevant factors

Further subdivisions are FREE MARKET ECONOMY and OPEN ECONOMY: Free market economy is an economy in which the buying

and selling of goods and services is carried on without restrictions in prices and valuation; here all economic decisions are voluntary

Open economy is an economy which permits transactions with OUTER COUNTRIES; there are NO TRADE RESTRICTIONS.

Open economy is also a situation in which FOREIGN TRADE (export, import), payments and movements of LABOUR and CAPITAL are unrestricted. This is frequent in countries where foreign trade is a large percentage of GDP (gross domestic product)

Global economy and new economy:

Global economy refers to the fact that the economies of the world have become increasingly INTERCONNECTED. For example, a computer chip designed in America may be produced in a Korean factory for use in a Japanese VCR. This trend opens many opportunities, but also creates some problems: companies often move factories from high labor cost countries (US) and build them instead in Asia or Mexico.

New economy is a term from late 1990s which describes the evolution of the United States into a HIGH TECHNOLOGY BASED ECONOMY arising from new developments in the Internet, telecommunications and computer sectors.

Marketing can be defined as:

Finding out what customers want, setting out to meet their needs, provided it can be done at a profit. It includes market research, advertising, distributing and selling.

The techniques used to ATTRACT and PERSUADE consumers

The process of planning, promoting and distributing ideas, goods and services to satisfy customers

For successful marketing it is importanat to:

Make customers aware of products and services

Attract new customers to a product or service

Keep existing customers interested in a product or service

Build and mantain a customer base for a product or service

Provide suitable advertising for a product

Today, the term DIRECT MARKETING is often in use. It can be understood as:

Advertising that involves a direct response from a consumer

Promotion technique which is delivered individually to customers (via mail, telemarketing, door-to-door selling...) in the form of leaflets, brochures, catalogues...

Promotions targeted to customers whose PERSONAL INFORMATION suggests that a certain product may be of interest to them. It is very important to know your customers.

Another important tool for successful marketing is a MARKETING PLAN:

A written description of how a salesperson intends to advertise a product

Details of specific tasks saying how market research, product pricing, advertising will be done

It attracts potential customers to a product and convinces them to buy

In each marketing plan there are GOALS to be reached

Marketing research is another tool needed for good marketing. It involves:

A systematic collection, presentation and analysis of information showing marketing activity

Research that gathers and analyses information about the moving of goods or services from producer to consumer

Very often a research is done for a specific purpose (to check the market for one product only)

Banking is also an important term. It involves:

A business of keeping money for savings, dealing with accounts, exchanging money, issuing loans...

The most important function of a bank is to provide services such as storing of deposits and the extending of credit

Home banking involves:

The possibility of accessing bank accounts by phone ( a customer can transfer funds, pay bills...)

A greater freedom for customers who are not mobile, also helps customers feel secure and in control of their own business

Online banking:

A service that allows a customer to have information and do banking transactions through a personal computer

The payments and transactions are handled over the Internet through a bank’s secure website

Is very useful for banking outside bank hours and from anywhere where Internet access is available

What is management?

The business of leading and directing an organization

It involves developing resources (human, financial, material, intellectual...)

It is strategic planning of a business, setting goals (objectives) and finding ways to obtain them

It is the job of every member of an organization to report and manage a small part of the business

What is advertising?

It is the paid promotion of goods, services, companies and ideas by a sponsor

It is a public promotion which draws public attention to goods and services

Advertising is usually done by newspaper, radio, direct mail, e-mail, tv...

In this way a company can tell the benefits of a product to a customer

Advertising agency:

An organization which specializes in providing services such as MEDIA SELECTION, CREATIVE WORK, and CAMPAIGN PLANNING

It designs advertisements to call public attention to its clients

It acts as an AGENT for a producer of goods or services

Modals I: can, could, would

FORM: I can go. I can’t go. Can I go? USE: Make requests (Can I make a phone call?) Give or refuse permission (You can use my

mobile phone.) Make an offer (Can I take your coat?) Describe ability (Women can become train

drivers. When he was younger he could (was able to) run a marathon in under three hours.

Modals

Say something is possible or impossible (You can make a lot of money if you work hard.)

Could=for future possibilities (I think we could increase our market share in the long term.)

We use would to:

Make requests (Would you open the door for me, please?)

Make offers (Would you like a glass of water?)

Describe imaginary situations (I would buy a Ferrari if I had enough money.)

Exercise 1: Rearrange the following words to make questions Get you can I anything? Details contact your confirm I could? Can you software package use this? Speak languages any other you can? About tell you job us your present more could? Tell your current salary me you could? Would you as soon as possible your decision let

us know? Start you when can? Like coffee some more you would?

Can, could, be able to for GENERAL ABILITY:

PRESENT: We prefer can ( but can also use be able to): He can speak Spanish.

PAST: We prefer could (but can also use be able to): After only six months, Suzanne could play the violin quite well.

Can, could be able to for SPECIFIC ACHIEVEMENT:

PRESENT: We prefer be able to (but can also use can): He has now recovered form his injury and is able to drive again.

PAST: We use be able to (not could): Jenny was able to leave the hospital only six hours after the baby was born.

We don’t use be able to when we talk about something that is happening as we are speaking. (Look, I can swim.)

Exercise 2: Choose can, could or be able. In some sentences two answers are possible: Peter has a computer that _____ fit into his

jacket pocket. I had some free time yesterday, so I____ write a

few letters. My teacher has given me a translation to do, but

I ___ understand it. Watch this, Mum; I ___ stand on one leg. The plans were destroyed before they___ be

read by the invading army. When I was younger I was hopeless at sports.

I_____ throw or kick a ball properly.

Words referring to career: What should you do to get ahead in your career? Discuss your opinions in pairs: Change companies often Use charm and sex appeal with your superiors Attend all meetings Go to your company’s social functions Be energetic and enthusiastic at all times Be the last to leave work every day Study for extra qualifications in your free time

Match the phrases with correct definitions:

1 career ladder

2 career move

3 career break

4 career plan

5 career opportunities

A something you do in order to progress in your job

B period of time away form your job

C series of levels that lead to better and better jobs

D chances to start/improve your career

E ideas you have for your future career

Complete these sentences with the listed verbs: make, climb, take, have, decide, offer Employees in large multinationals _____ excellent career

opportunities if they are willing to travel. Some people _____ a career break to do something

adventurous like sailing round the world. One way to ____ a career move is to join a small but

rapidly growing company. In some companies it can take years to _____ the career

ladder and reach senior management level. Certain companies _____ career opportunities to the

long-term unemployed or to people without formal qualifications.

Ambitious people often _____ on a career plan while they are still at school or university.

Complete these sentences with CAN/ BE ABLE TO followed by one of the verbs below:Count, find, give, investigate, meet, put

forward, start, work

1 We don’t seem _______ your letter in our files.

2 You ____ on me to help with the party.

3 You ____ a call at home.

4 The biulders said that they might _____ work today.

5 When the satellite is launched next week, scientists _______ the rings around Saturn in more detail than ever before.

6 I doubt that he _____ again; his injuries are so severe.

7 We were refused our request, without even _______ our arguments.

8 We ______ outside the cinema, if that’s okay with you.