[CICLO SUPERIOR COMERCIO INTERNACIONAL]

English Department

SECTION 1: ADVERTISING VOCABULARY.

IMPORTANT DEFINITIONS:
ADVERTISING EXECUTIVE ADVERTISING CAMPAIGN LAUNCH TARGET MARKET REPOSITION SLOGAN UPMARKET / DOWNMARKET FEATURES and BENEFITS A person with an important job in the advertising business A series of advertisements to promote sales of a specific product or service To start a introduce a product to the market. The group of people that a company wants to buy the product. e.g. the teenagers, etc. To make an existing product attractive for a different type of customer. A short and clever phrase used to describe the qualities of a product (usually catchy) A type of product aimed at the wealthiest people (exclusive, luxurious) / the general public The list of characteristics or specifications of a product and their advantages for the customer

EXAMPLES OF TARGET MARKETS:

YUPPIES DINKIES THE GREEN MARKET BLUE COLLAR WORKERS ETHNIC MINORITIES Young urban professionals with very high salaries Couples with double salaries and no children People worried about the environment People who work with their hands People who belong to a different race, religion, etc.

THE WORD ADVERTISE:

ADVERTISE (V) ADVERTISING (N) ADVERTISEMENT (N) ADVERTISER (N) To present a product or service to the public using advertisements The business of promoting the sales of a product or service by presenting it to the public (ADVERT / AD) A short message (written or audiovisual) to persuade people to buy a product or service. The person who makes or introduces an advertisement

ADVERTISEMENT STYLES:
POLITICAL LUXURIOUS FEMININE MASCULINE HUMOROUS CARING FUNCTIONAL BUSINESS-TO-BUSINESS

STRUCTURE OF A WRITTEN ADVERTISEMENT:

SLOGAN CREATE THE NEED Clear and creative. LARGE FONT Questions to the potential buyers. Normally matching their characteristics FEATURE + means that + BENEFIT PRODUCT DESCRIPTION FEATURE + helps you to + BENEFIT FEATURE + makes sure that + BENEFIT CALL TO ACTION PHOTOGRAPH Invite the customer to get more information or try the product Include an eye-catching picture

BMW. EXPERIENCE THE POWER OF PERFORMANCE

Have you ever felt like leaving everything behind? Are you looking for the car that is wild and reliable? The new in-line 6 cylinder engine (FEATURE) means that you can enjoy the power of driving (BENEFIT) The new BMW Night Vision System (FEATURE) helps you to drive safely even in the poorest light conditions (BENEFIT) Its new green technology (FEATURE) makes sure that your environment stays clean (BENEFIT) For more information visit your local car dealer or visit us on http://www.BMW.com

HANDOUT. UNIT 4: THE MARKET PAGE7

[CICLO SUPERIOR COMERCIO INTERNACIONAL]

English Department

SECTION 2: DOING BUSINESS. MAKING ARRANGEMENTS

DEFINITION
TO MAKE AN ARRANGEMENT: To decide on a date, time and place for an activity like a meeting, a meal, a celebration, etc.

USEFUL LANGUAGE FOR SPOKEN ARRANGEMENTS

INFORMAL Drop in for dinner We need to meet about How about (having) dinner together? How about Saturday (at 7:00 p.m.)? Can we meet on Saturday? Is Saturday OK for you? / Lets say 7:00 p.m. Yes, Saturday is fine for me. Im afraid I cant. Im busy on Saturday FORMAL Would you like to join me for dinner? Can we arrange a meeting? I would be very honoured if you had dinner with me I suggest we meet on Tuesday (at 5:00 p.m.) What time are you free next week? Are you free on Saturday? Im free on Saturday I apology for not

INVITATIONS:

SUGGESTING A DATE & TIME ACCEPTING A DATE & TIME MAKING AN APOLOGY

WRITTEN FORMAL INVITATIONS

Jane Elizabeth Smith and Stephen James Richardson request the honour of your presence at
Only for very formal occasions. e.g. Wedding invitation

Whos inviting request the honour of your presence at type of event

their marriage on Saturday, the ninth of June two thousand and eleven at two o'clock First Church of Christ 219 North Granby Road Granby, Connecticut RSVP

date and time

place RSVP (please, confirm your presence)

SECTION 3: GRAMMAR. THE PRESENT PERFECT SIMPLE

TALKING ABOUT PERSONAL EXPERIENCES AND ACCOMPLISHED TASKS:
PRESENT PERFECT FOR EXPERIENCES
FORM Affirmative Questions Negative Subject HAVE / HAS Subject + + + HAVE / HAS Subject HAVEnt / HASnt

PRESENT PERFECT FOR ACCOMPLISHED TASKS

+ V-(e)d / irregular (3 column). RD + V-(e)d / irregular (3 column)? RD + V-(e)d / irregular (3 column) To describe which tasks have been already done and which havent been done yet write invitations I havent written the invitations yet call restaurant I have already called the restaurant
RD

USE TYPICAL EXPRESSIONS

To describe personal experiences Recently, Already, Never, Just, Ever? yet? For (period of time), Since (starting point)

HOW LONG HAVE YOU ? Durante cunto tiempo has ? / Desde cuando ? / Cunto hace que ? SPECIAL CASES I HAVE JUST HAVE YOU EVER Acabo de Alguna vez has ?

HANDOUT. UNIT 4: THE MARKET PAGE8

[CICLO SUPERIOR COMERCIO INTERNACIONAL]

English Department

SECTION 1: MARKETING VOCABULARY.

IMPORTANT DEFINITIONS:
CHIEF EXECUTIVE OFFICER WORKFORCE MANAGEMENT STRUCTURE ORGANISATION CHART MERGER (CEO) The most important person in the management of a company. Manager of managers The total number of employees in a company (usually excluding the managers) The way in which management is organized Diagram of the company hierarchy Fusion or combinations of 2 companies or 2 departments in a company

EXPRESSING RESPONSIBILITIES:
JOB / POST I am a RESPONSIBILITY Im responsible for Im in charge of Im involved in Im responsible for the management Im in charge of the management Im involved in running the company COMMON TASKS I usually deal with JOB DESCRIPTION My job involves My work consists of My job involves a lot of meetings My work consists of organizing the work of other people

Im a manager

I deal with organization problems

SECTION 1: A JOB INTERVIEW.

GROUPS OF QUESTIONS:
SKILLS
Do you think you are a natural communicator? How do you motivate people? How many languages do you speak? Can you use a computer?

PROFESSIONAL EXPERIENCE
What did you like most about your previous job? Why did you decide to leave your last job? Where have you worked before?

PERSONALITY
How do you spend your free time? What do you think are your strong points?

FUTURE EXPECTATIONS
What kind of job would you like to have in 5 years time? How much do you expect to earn?

SIMPLE QUESTIONS WORDS:

WHO ? WHAT? WHICH ? quin(es) ? qu / cul(es) ? qu / cul(es)(*) ? (*) We use which when the options are reduced or limited HOW ? cmo ? WHERE ? dnde ? WHEN ? cundo ? WHY ? por qu ? WHOSE ? de quin ?

COMPOUND QUESTIONS WORDS:

HOW OFTEN ? Con qu frecuencia? HOW MUCH ? Cuanto/a ? HOW MANY ? Cuantos/as ? HOW FAR ? A qu distancia ? WHAT TYPE / KIND / SORT OF ...? Qu clase / tipo de ?

SECTION 2: GRAMMAR. EXPRESSING FUTURE ACTIONS

DIFFERENT FORMS TO EXPRESS FUTURE:
ARRANGED PLANS
FORM USE TYPICAL EXPRESSIONS SPECIAL CASES Present Continuous SUBJECT + AM/IS/ARE + V-ING Arrangements in the short term Indicating date and time

NON-ARRANGED PLANS
Be Going to SUBJECT + AM/IS/ARE + GOING TO + V Plans and intentions

PREDICTIONS
Will / May / Might SUBJECT + WILL / MAY / MIGHT + V Personal interpretation about future situations usually in the long term IN THE FUTURE / IN THE YEAR 2020 ONE DAY
We use May or Might when we are not sure about the possibilities

TOMORROW NEXT Monday/week/month/summer IN 2 days / 3 weeks TIME

With the verb GO we usually prefer the present continuous. e.g. She is going to go to Japan She is going to Japan

HANDOUT. UNIT 5: MANAGEMENT PAGE9