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Obiectiv general: nsuirea vocabularului i structurilor specifice domeniului marketing
n context internaional de afaceri n limba englez.
S asimileze
vocabular de
specialitate i
Marketing n
internaional i
multicultural de


specific: mixul
de marketing.
cumprtorfurnizor in
naional i
S fie capabili s cosmopolit.
se exprime n
Substantivul (2):
mod fluent, n
particulariti i
scris i oral, n
limba englez,
n diverse
situaii de

: Prezentare
n grupuri
mici (4-6
Jocuri de rol

- videoproiect
- laptop
- CD player
- CD-uri i

Capacitatea de
a utiliza
vocabular i
Marketing n
internaional de
afaceri n limba
Capacitatea de
a se exprima
fluent n limba
englez, n
diverse situaii
de afaceri.


Butzphal, Gerlinde, Maier-Fairclough, Jane. Career Express Business English 2.

Cornelsen Verlag. Berlin, 2010.
Capel, Will et al. Collins Business Vocabulary in Practice. (3rd ed.). Collins, 2012.
Emmerson, Paul. Business English Handbook. Advanced. Macmillan, 2007.
Emmerson, Paul. Business Vocabulary Builder. Macmillan, 2009.
Handford, Michael Business Advantage. Cambridge University Press, 2011.
*** Oxford Business Dictionary. Oxford University Press, 2008.


After reading this chapter you should:

know more about the relationship buyer-supplier in terms of domestic and

international marketing

develop a good command of the specific language used in the marketing discourse


Marketing. Many businesspeople view marketing as a way to find and keep
customers and also as an attitude towards business. Yet, it is not so easy to define
it, as it means different things to different people. Marketing is advertising to
advertising agencies, events to event marketers, politicians to campaigners, door
to door selling to salespeople, telemarketing to telemarketers, top managers
to headhunting agencies. Its the bridge between people and products, customers
and companies.
Here is how the Chartered Institute of Marketing (CIMU) [United Kingdom]
defines marketing:
Marketing is the management process for identifying, anticipating and
satisfying customer requirements profitably.
MARKET: The set of all actual and potential buyers of a product.
PLACE and represents the way in which a companys marketing strategies are
translated into action.
The keys to marketing success:
satisfy the customers
invest in company image
be proactive
design smart advertising
develop a targeted marketing strategy

a. What do you know about international marketing?
b. How would you describe the cosmopolitan consumer behavior?
1. Read the text to answer the following :
a. What is a cosmopolitan consumer?
b. In what way do transnational business-tobusiness relationships differ from the
domestic ones?
c. How can the term cosmopolitan apply to professionals?
d. What would be the difference, if any, between cosmopolitans and tourists?
Customer expectations are assumed to be different in transnational as opposed to
domestic buyer-supplier relationships. Among others, firms purchasing in the
international market frequently report quality problems and different quality
understandings. Finding qualified foreign sources is one of the major challenges in
international sourcing. Furthermore, flexible reactions and open information sharing are
more difficult to realize in transnational business-to-business relationships. Firms
acquainted with the consequences of cultural differences, communication problems and
technological and geographical distance are likely to have lower expectations in
transnational as opposed to domestic business-to business relationships.
Buying firms in transnational buyer-supplier relationships are required to expend
higher input and are likely to have lower expectations because of cultural differences,
communication problems, and technological and geographical distance.
The continuing globalization of marketing activities has given considerable
impetus to the study of cosmopolitanism as a consumer construct. Most recent research
has focused on the normative activities of cosmopolites, as consumers who seek to
broaden their cultural horizons, by immersing themselves in a breadth of local cultural
experiences. This is true of some cosmopolites in some circumstances, but the notion of
cosmopolitan consumer is as old as commerce itself. It refers to a world citizen- a
consumer whose orientation transcends any particular culture or setting. Some authors
use the term cosmopolitanism to represent the tendency of people to orient themselves
beyond their local community. They are people who view themselves as citizens of the
nation rather than the locality; the world rather than the nation: the broader, more
heterogeneous rather than the narrower, more homogeneous geographic or cultural group.
Other authors apply the same term in an organizational context, to represent the tendency

of employees to orient themselves to a profession, rather than the specific orientation in

which they are employed. Professionals tend to be cosmopolitan if they are more inclined
to view themselves as lawyers, physicians, engineers, professors and so forth, rather than
members of a particular firm, clinic, or university.
Cosmopolitans are people who are unfettered by the biases of their home culture,
whereas locals view their home culture as ultimate reality, remaining content in their
parochial ways of life. Tourists are locals who deliberately expose themselves to other
cultures, but they do so as a curiosity, not because they view other cultures as having any
intrinsic merit or relevance to them. The cosmopolitan predilection for being unfettered
by cultural biases is an active predisposition. Tourists observe culture from an essentially
local perspective, whereas cosmopolitans seek to experience it.
2. Translate into Romanian:
Thompson and Tambyah (1999) provide a theory that explains why consumers
motivation became more cosmopolitan. They argue that consumers seek social status, or
cultural capital, by acquiring cosmopolitan characteristics. Consumers with high cultural
capital cosmopolitans- tend to avoid the parochial culture of their local surroundings in
favor of new and exciting experiences, such as exotic food and music. Naturally,
consumers who aspire to high cultural capital status will seek to cultivate these tastes.
Travel plays a key role in discussions of cosmopolitanism because it is viewed as a way
of breaking free of parochial influences to achieve the sophistication and worldly outlook
implied by the exotic.
3. Write a short paragraph about the cosmopolitan consumer using both the
information from the texts above and your own view on the subject.
4. Work in groups of four. You belong to the Marketing Department of a toy
company. You are to prepare the launch of a new product on the market.
a. Present the product to the class, considering:
- its use or purpose
- its size, dimension, range of colors
- what it brings new to the market
- its price
- a slogan to go with
b. Listen carefully to your colleagues presentations. Choose one of their products
and write an article about it for a local specialized magazine.

5. Find a definition or equivalent for each word/group of words in the box












a. draw attention to or describe favorably (goods or services) in a public medium to

promote sales
b. financial transactions, especially the buying and selling of merchandise, on a large
c. the sale of goods in relatively small quantities to the public, and usually not for resale
d. free from national limitations or prejudices
e. a passing or change from one place, state, condition, etc., to another
f. the selling of things in large quantities to be retailed by others
g. purchaser of goods or services
h. a summons to take part in a contest or a trial of strength
i. mislead purposely
j. bribe; to dilute, qualify, or soften by the addition or influence of something else
k. a particular make of goods
6. Fill in the text with your own words/group of words; use them to write a
short paragraph on the beauty industry.

Does it matter if human beings change their bodies in more fundamental ways than our
grandparents ever dreamed of? The reasons for change go well beyond the pursuit of
beauty, of course. Not only do athletes (1)
themselves to do better at sport: Tiger
Woods recently had an operation on his eyes to allow him to judge distances better. The
sexually discontented can now (2)
their gender. But it is beauty that dominates the
remodelling business and raises the toughest questions.
The search for beauty has always seemed frivolous to some, and not just to those of the
male persuasion. Puritans who once squawked about the evils of lipstick and face paint,
now have fresh moral dilemmas to wrestle with. If the beauty business deceives people

into (3)
money uselessly or harmfully, should it be stopped from doing so? Some
fret that the preoccupation with appearance is leading to a shallower society, and to a host
of social horrors from family breakdown to eating disorders. Others (4)
that beauty
firms are trying to blur the line between drugs and cosmetics, or (5)
that tampering
with the incline of ones nose is the first step on a slippery slope to tampering with ones
genes. And of course, there are always the poor: should they be exposed to marketing
baloney that may (6). them to spend money on empty promises to stop times hand?
Big beauty companies, experts at deception, have the money and power to (7)..
peoples hopes and fears. The creation of giant beauty companies means not only lower
prices and cleverer innovations, but global brands whose reputations need protection. As
for the poor, sales of beauty products tend to take off when incomes rise. Lipstick may be
an indicator of economic progress. And the freedom to believe the nonsense about (8)
of wrinkles is one of the most basic human liberties.
More difficult questions will arise when it becomes clear that some of the promises
actually come true. Good-looking people have great advantages over the ugly. For
example, they (9)
more: Research made on 11,000 British 33-year-old found that
the pay penalty for unattractiveness was around 15% for men and 11% for women.
Overweight women earned 5% less than average, especially in secretarial jobs. Good
looks in both sexes mattered especially in sales jobs, where the seller meets the buyer.
Another study of around 300 Dutch advertising firms found an association between good
looking executives, higher revenues and business success.
Not only do looks help in the job market. In both sexes, they help in the marriage market.
Studies show that handsome people are more confident. It is a cruel fact that good looks
can make you a better parent: babies are attracted to prettier people. Good looks remove
some of lifes irritations: another study found that people rated as more attractive feel
more entitled to better treatment and are less willing to be kept waiting; then, goodlooking women with a flat tyre get rescued first. And a nice face helps to get people out
of trouble: a recent University of Oslo study found that university students awarded
criminals sentences which were 20% lighter if they were told that the villains were
handsome or pretty.
If a bit of lipstick can (10)
of jail, or waxing your mustache can bring an extra 15%
in earnings, then who would not pay for successful beauty treatments?
7. Comment on the last sentence of the text in no more than 250 words.


8. Match the following words with the definitions given below:



product liability




media planning

print media


a) the result of combining commercials and information programmes;

b) the budget of an advertiser who does a large amount of business with an agency;
c) the manufacturers responsibility for any damage or harm caused by a product if such
a damage or harm can be assigned to a potential risk inherent in the product, to a
manufacturing flaw or inadequate directions for use;
d) newspapers, periodicals, magazines, free sheets, etc.
e) a person or company who pays for a product to be advertised;
f) the process during which the media that are deemed to suit an advertising campaign
best are selected;
g) a self-service store with a selling area of at least 2,000 square feet;
h) the publicity given to an organisation or product;
j) a reduction from a price made to a specific customer or class of customers

A. Pick up one of the products or institutions and answer the following questions:
a soft drink
a brand of wine
a car
a resort
a bank
a laundry service
a printing house
a brand of jewelry
a perfume

a TV station
1. How is the product positioned on the market?
2. Who are the potential clients?
3. How well is the product promoted?
4. What strategy would you choose to advertise the product?

Write a short report on the outcomes of your findings.

A. Read the text below adapted after an article from Newsweek (08/21/2003), and
provide synonyms for the underlined words.
US Brands on the Run
In an annual survey conducted since 1998, Roger&Son has been looking for a connection
between the shaking reputation of America and the worldwide appeal of its top brands,
from Disney to Microsoft. It had found no such link until 2003, when a survey of 30,000
consumers in 30 countries found that those who felt an increasing alienation from
American culture were also likely to report a growing unwillingness to eat at McDonalds
or to buy Nike shoes. Most startling, 12 of the top American multinationals saw falling or
stagnant scores for brand power, a measure of how well they are known and liked,
while nine of the top 12 European and Asian multinationals saw their scores rise. Its a
warning sign, says Global Impacts managing director Tom Miller. Were seeing a shift
in the balance of brand power
B. How would you define brands? What is their role? Do you have a favourite
11. Match the terms on the left (1-10) with the appropriate definition (a-j):
1. Brand

a) A name, term, design, symbol that identifies a sellers good or

service as distinct from that of other sellers.

2. Branding

b) A strategic management decision that determines the place a


product should occupy in a given market.

3. Channel of c) People and organisations involved in moving products from

producers to consumers.

4. Commercial d) Products not associated with a private or national brand name.

5. Generic

e) Selling directly to the consumer in small quantities.

6. Positioning

f) Selling of goods, usually at lower prices and in quantity, to a


7. Promotion

g) The element in the marketing mix that communicates the key

marketing messages to target audiences.

8. Retail

h) The legal term for brand.

9. Trademark

i) The name used to indicate an advertising message in the radio,

broadcast television, and cable television media.

10. Wholesale

j) The process of creating an identity for a product using a

distinctive name or symbol.

12. Complete the following dialogue with terms related to marketing and greeting
brand (2 times)
brand manager
branded product


own-brand (products)

Lucy, let me introduce Silvio Sandrelli to you. Hes the youngest ________ (1) at

this symposium. Silvio, this is Lucy Smith, ________ (2) manager for Softco, a software
Silvio: Hello, Lucy. Nice to meet you.
Lucy: Hello, Silvio. What company do you work for?

Ive been working for Basty dog food for the whole Central and Eastern Europe
since I graduated from the Business School last year.


I know that your ______ (3) is part of an international group. How are your
products received on that market in transition?


In that region, the market for pet food is growing swiftly even if specialised
products are rather new. Yet, more and more people own dogs and cats.


What about your ________ (4)? How do you cope with ________ (5) products?


Research findings show that our brand is well known by pet owners and so our
brand ________ (6) is very positive. At present, were planning to increase brand
_________ (7) by means of TV _________ (8) and ________ (9).


In the field of IT, we have encountered some difficulties because people prefer to
buy cheap no name products.


Oh, we also have to compete with cheaper products, usually supermarkets

__________ (10) or even those _______ (11) that are not ________ (12). They
are sold as dog/cat food.


And what are your plans about it?


Theres a lot of persuasion work still to be done. We have to convince people that
theyd better pay a bit more for Basty, a ________ (13) which has an improved


13. Fill in the blanks with the terms given below:


direct marketing

personal selling


indirect marketing



It does little good to manufacture a fantastic product that will meet the needs of the
________ (1) unless there is a mechanism for __________ (2) and __________ (3) the
product and receiving payment. Those individuals and institutions involved in moving
products from producers to customers make up the channel of distribution. __________
(4), or __________ (5), are primary members of the __________ (6) who may actually
take ownership of the product and participate in its marketing. __________ (7),
__________ (8), and modes of transportation are typical channel members. Each is
capable of influencing and delivering advertising messages.
The primary strength of wholesalers is __________ (9). They do not advertise often. Yet,
regional wholesalers can use direct mail, trade papers, or __________ (10). Local
wholesalers may use newspapers or local radio. Conversely, retailers are quite good at
advertising. The __________ (11) used, the size and __________ (12) of ads will vary
from one retailer to another.
Is the channel direct or indirect? Companies that __________ (13) their products without
the use of a reseller engage in __________ (14). In __________ (15) the product is
distributed through a channel structure that includes one or more resellers.
14. A. How attentive are you at slogans? Here are some famous ones. How many can
you identify? To find out, match the slogans on the left with the brands on the right:
1. Always___________.


2. Connecting people.


3. Designed for living, engineered to last.

Hewlitt Packard

4. Everything is possible.


5. Gut. Besser. _______



6. Just do it.


7. Keep walking.

Johnny Walker

8. Lets make things better.


9. The futures bright. The futures ________


10. The next generation network.


11. The wind in your sails.


12. We make it simple.

Old Spice

13. We move the world.


14. Winning the fight for a healthy smile.

Zapp mobile

B. Does any of these slogans remind you of an unpleasant advertisement or

commercial? What is the importance of the so-called irritation factor in
advertising? If you hate an ad do you project these feelings on the product as well?
15. Match the terms on the left (1-6) with the appropriate definition (a-f):

1. advertising

a) Any outdoor sign that publicly promotes a product or

service, such as billboards, movie kiosks, etc.

2. copywriting

b) Promotion of a product, service, or message by an

identified sponsor using paid-for media.

3. jingles

c) Creative process by which written content is prepared for

advertisements or marketing material

4. logo

d) Commercials with a message that is presented musically.

5. outdoor

e) A distinctive mark that identifies the product, company,

or brand.

6. slogan

f) Frequently repeated phrase that provides continuity to an

advertising campaign.



Here is the presentation of an advertising campaign launched by Eastman Kodak in the
USA in the 1920s. Taking into consideration the following points, imagine the
requirements of an ad campaign that keeps up with the new millennium. You may use the
same slogans but try to spot the differences in a nowadays Kodak campaign.

Target customers


USP (Unique Selling Proposition features that differentiate the ads)




Eastman Kodak took the responsibility for the popularisation of photography, which,
until then, had been the privilege of professionals or wealthy amateurs. As photography
was quite new to the middle class, to whom the Kodak advertising campaign appealed,
the ads also served to teach people how to use photography, and about the role it could
play in documenting their lives: the camera would be next to a baby from her first steps to
her wedding day and beyond.
The advertising campaign established Kodak as an indispensable part of family life. It
changed the camera's role from an uninvolved observer to that of personal friend, an
active participant in peoples daily life, as the "Let the children Kodak" series of ads
Although aimed at the masses, the ads featured upper class people leading, carefree lives.
With slogans like "Kodak as you go," "Take a Kodak with you," and "All outdoors
invites your Kodak," the ads stressed movement and travel. With a Kodak, the ads
implied, you too could possess the world, capture it, make it yours.
Kodak's strategy to domesticate photography prominently featured women. The ads often
depict women with family members or friends, or just women alone in the great outdoors,


with the camera as a companion. These images of independent, female photographers had
as target audience women who gained power in society and created an identity outside
the sphere of the home.
Kodak's focus on the casual and everyday uses of the camera functioned internationally
to bring photography to millions of people.



1. Read through the text again and fill in the table below with nouns in the plural

Plural formation rule

Examples from the text

Examples of your own

Sg. + s

Sg. in- s +es

Sg. in-ch +es
Sg. in sh +es
Sg. in x +es
Sg. in y +(I)es
Sg. in y + s
Sg. in f + (v)es
Sg. in f + s
Sg. in o + s
Sg. in o + es
Borrowed plurals
From French
Sg. in ee + s
From Latin
From Greek
Same form in sg. and pl.

Irregular forms
Sg. + en
Vowel change


2. Find the plural form of the following nouns and use them in sentences of your
a. criterion
b. committee
c. merchandise
d. money
e. party
f. thesis
g. phenomenon
h. company
i. crisis
j. government
k. knowledge

3 a. Choose the correct form of the nouns in brackets:

(Business/ Businesses) and (community/communities) in the rural South have dealt with
many a (challenge/challenges) over this period of time. Traditional (source/sources) of
(job/jobs) and (income/incomes) such as (agriculture/agricultures), (forestry/forestries)
and other natural (resource/resources) (industry/industries) increasingly suffered as
(commodity/commodities) were replaced with (innovation/innovations) and new
technical (material/materials). Low- (wage/wages) manufacturing moved from New
England and the Midwest to low wage rural (area/areas) to maintain a competitive
(price/prices) (structure/structures). Low wage based manufacturing has continued a
(migration/migrations) in search of cheaper (labour/labours), now found beyond the US
borders. Even to high tech, computerised and roboticised manufacturing (plant/plants),







(industry/industries), are now found in low wage, developing (country/countries).

As Wal Mart targeted small (community/communities) to locate their paradigm
changing (retail/retails) (store/stores), local (merchant/merchants) continued to bet on the


(return/returns) of (retail/retails) to the downtown (area/areas). Thus, small-town rural






(demographic/demographics) such as more (two-wage/two-wages) (family/families) and

higher (consumer/consumers) (expectation/expectations) while, at the same time,






(corporation/corporations) with substantial price (advantage/advantages).

b. Find in the text the following types of nouns:

with the plural in es
with the plural in s
uncountable nouns
compound nouns
abstract nouns
c. Form sentences of your own with the nouns found previously.
4. The beauty market is one of the most challenging ones nowadays. Identify and
underline the nouns from the text then, in groups of four, state your opinions on the
ideas below. You may find some of the following expressions useful.


I totally agree with you..

Unfortunately, I dont see things in the

Thats right, this is my opinion too/ as same way.


Im afraid Ill have to contradict you

I think he/she has a good point here.


You may say that again, Im all in favour I dont agree with you and Im going
of that.

to tell you why.

Well, Maybe you have a point here,

Of course, it is ridiculous. What sane person would put metal rings round her neck to
stretch it like a giraffes, or lace her corset so tight that she fainted, or allow her feet to be
bound to make them tiny? How backward, how primitive. Completely different, of


course, from the woman who pays huge sums to have her breasts surgically enlarged; or
the man who takes drugs to give him an athletes torso; or the rich, modern men and
women who spend $160 billion a year on beauty products whose impact on the
appearance is sometimes, um, unproven. From diets to cosmetic surgery, women (and
increasingly, men) go to great lengths and huge costs to make themselves better looking.
And now, advances in technology allow people to change their appearance, not just for an
evening out, but forever.