Business English II

Idoneità Business English II

Capitoli libro “Business Benchmark Upper Intermediate Vantage - Student's

Book”

Unit 3 - Getting the right job

What would make a company or an organization a great place to work?

- Opportunities for promotion / a good salary

- Opportunities to travel / working in teams / challenging work

- Friendly colleagues / developing new ideas / taking responsibilities.

Advice for job applications: in some countries it is illegal to put a photograph in the

application (for example in the USA), you can send it by email but be careful because there

are processes that eliminate candidates (you have to use the key words of the job description

otherwise you will be eliminated), make sure your application is not longer than one or two

pages, it is not necessary to mention your interests outside work, ask someone else to check

your application before sending it, in some countries it’ s a good practice to phone your

prospective employer, tell always the truth about yourself in your application and include

names, email addresses and telephone numbers of referees, not necessarily your address.

If you send an email with the CV it is important to explain the reason for writing the email, why

you’ re applying and when you are ready to be interviewed and include your CV.

What is important when doing a job interview? Be confident of your value to the organization,

behave in a friendly way, don’t pretend to be someone you aren’t, find out about the

organization and the job in advance and get to know people in the organization, you have to

seem passionate about the job you are applying for and talk fluently about your experience

and studies.

Vocabulary:

A mindset (a set of attitudes and way of thinking)

• To master (a technology) to learn it very well

• –

To crop up to appear quickly

• –

A newcomer someone new to something

• –

Hugely important very important

• –

To stay on your toes to always be ready

• –

Unit 5 - Breaking into the market

A company or an organization to breaking into the market makes promotional activities:

- Direct email (expensive, but you can target individual costumers)

- Leaflets or brochures (expensive but if well done they are really persuasive and attractive)

- Television or radio advertising (since there are always more people who watch TV or listen to

the radio, they could be useful but expensive)

- Sponsorship (one of the most important promotional methods which can assure new

costumers)

- Free sample or gifts (useful to make costumers know new products)

- Point of sale display (sometimes they can be unpopular in some shops)

- Website (it is essential for all companies, because everyone search information on internet.

I think it is worth spending money for a good website)

- Internet advertising and social media (very useful and not expensive)

- word of mouth (it is a good strategy if the product is good and the costumer is satisfied).

Unit’s reading

When Unilever wanted to launch its Axe Deodorant, it combined the young men’s interest in

pretty girl with the attraction of a great house party. The product was launched in USA with a

powerful commercial plan to bring the product to the attention of the public. This plan

included play an online game, direct email, free sample on retail store, public relations and a

big house party in Florida that was filmed and made into a television show.

Following the promotion, results included an increase in general brand awareness among

males and an increase in deodorant market share.

Vocabulary

To use marketing ploys (tactics/tricks)

• To receive a hit - visit website

• To broadcast a show on TV

• Brand awareness knowledge that a particular brand exists.

• –

Market share - how much of the market in taken by a particular product

• Customer loyalty

• Overheads (costs)

• To target - to direct advertising or a product at a particular group of people or a particular

•

area

A supplier - a company that provides a product, or the materials to make a product

• Competitor a company that is trying to make bigger sales in a particular market

• –

Brand vocabulary:

- brand image: what the customers/public actually think about the brand

- market leader: a product that sells more than all similar products

- economy bran: a brand/product with very low prices e.g. supermarket's own-label goods

- target market: the ideal group of people that a company aims a product at

- consumer: the person who actually uses a product

- consideration set: a group of products that a consumer will choose from e.g. a teenager may

- brand consideration: a brand that you would think about buying when you look at all the

available options

- brand loyalty: always buying the same brand because you like it and not buying products

from a rival brand

- brand ambassadors: someone who represents the brand

- creatives: people whose job it is to think up the ideas for cool content like adverts, videos etc

- social demographic: a certain group of people in society e.g. Ferrari cars are NOT aimed at

the student demographic

- pitched: 'to aim'

- brand positioning: where is a brand placed in the market? Is it expensive, quality or low-cost

etc

- must-have item: a product that everyone wants.

- psychological pricing: in your mind, seems much cheaper than

£14.99 £15

- post-purchase dissonance: after buying a product th