Departamento de Economía, Producción e

Innovación Tecnológica

Licenciatura en Administración

Taller de Inglés Técnico

Guía del Estudiante

2018

TP Horacio R. Dal Dosso

José C. Paz, 6 de agosto de 2018.

Estimado estudiante:
Bienvenido a clase.
Esta es la guía de Taller de Inglés Técnico. Contiene todo el material de
trabajo. Cada unidad temática está dividida en tres partes:
 Gramática.
 Terminología.
 Lectocomprensión.
Para un mejor seguimiento del talle, imprime esta guía y llévala a cada
clase.
La guía está disponible en formato electrónico en la plataforma de e-
learning http://english-lab.com.ar/capacitacion/. Allí también encontrarás
material adicional, diccionarios en línea y el programa de la asignatura. Si
quisieras ingresar, solicita tu usuario y contraseña. Para ello, envíame un
mensaje de correo electrónico a info@english-lab.com.ar.
Quedo a tu disposición.
Saludos cordiales.

Horacio R. Dal Dosso

Traductor Público de Inglés
Profesor Adjunto

Nota: según las normas del español, toda palabra o texto escritos en
lengua extranjera deben aparecer en cursiva. En este documento, solo
aparecerán en cursiva cuando sea necesario diferenciarlos.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 2

Índice

1.1. Business Administration .............................................................. 4

1.2. Business Vocabulary ................................................................... 5
1.3. What is Business Administration? ................................................. 7
2.1. Business Organizations ............................................................... 9
2.2. Business Organizations Vocabulary ..............................................10
2.3. Corporations ............................................................................11
3.1. Commercial Correspondence ......................................................13
3.1.1. Commercial Correspondence compared .....................................14
3.1.2. Sample e-mail .......................................................................14
3.1.3. Sample letter .........................................................................15
4.1. Commercial Documents .............................................................16
4.2. The Commercial Invoice .............................................................17
4.3. Commercial Vocabulary .............................................................18
5.1. Accounting ...............................................................................19
5.2. Accounting Vocabulary...............................................................20
5.3. The independent auditor’s report ................................................22
6.1. Marketing ................................................................................23
6.2. Market Vocabulary ....................................................................24
6.3. The five P’s of Marketing ............................................................26

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 3

1.1. Business Administration

Alguien entra en una reunión y dice:

«Señores: no podemos seguir obsesionados por nuestra bottom line. El

downsizing ha terminado. Ahora, debemos cambiar: los sucesivos y
exitosos joint-ventures nos han demostrado cuáles son nuestras
fortalezas y debilidades. Debemos mejorar el nivel del management,
modificar nuestro top-down por otro mucho más down-up, para lograr
el empowerment. Quiero que todos los miembros del staff hagan su
propia check-list de lo que creen que pueden mejorar y me lo presenten.
Así juntos haremos el follow-up de cada uno de los puntos, ¿OK?».

Fuente: La Nación, 1998.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 4

1.2. Business Vocabulary

Consignas
El término «business» tiene muchos significados. Incluso, puede referirse
a un sustantivo o a un adjetivo.
La tarea consiste en completar la columna Español de la segunda tabla,
teniendo en cuenta los posibles significados que el término pueda tener.

Tipo English Español

Noun Business Empresa, comercio, negocio
Noun Business Actividad
Noun Business Asunto, ocupación
Adjective Business Comercial, de empresas, de negocios,
de oficina, empresarial, financiero

Acronym English Español

Business Administration
Business alliance
Business card
Business casual
Business center
Business class
Business cocktail attire
Business correspondence
BD Business development
Business English
Business hours
Business insider
Business line
Business man/woman
Business mission
Business operation
Business partner
Business plan
Business practice
Business relations
Business school
Business services
Business strategy
Business suit
B2B Business to Business
B2C Business to Consumer
B2E Business to Employee
B2G Business to Government
©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 5
 Business trip
Business unit
Businesslike
COB Close of Business
Core business
Course of business
e-Business
Master in Business Administration
Master of Business Administration
Principal of place of business
Small Business
Sustainable business
To be engaged in business
To be in business
To be one’s business
To be out of business
To carry on business
To conduct a business
To do business
To mean business
To run a business
To undertake a business

Fuente:
Inglés para Administración de Empresas.
©2013 Horacio R. Dal Dosso.
Expediente 300141.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 6

1.3. What is Business Administration?

Administration can be defined as the process of organizing resources

efficiently to accomplish a goal. Business administration is the application
of this process to a formal organization. A business manager may have a
wide variety of responsibilities depending on the organization they are
employed with. However, there are some universal functions all business
administrators engage in. These include planning, organizing, staffing,
directing, controlling and budgeting.
Planning
A business manager is responsible for looking down the road and
preparing the organization for what lies ahead. This can involve many
tasks such as budget projections, market research or strategic planning.
Essentially, this function maps where the organization is, where it needs
to be and how resources will be used to get there.
Organizing
Once goals are defined a business administrator identifies responsibilities
to be performed, analyzes the human resources and tools needed and
delegates the responsibilities. This may involve reorganizing or developing
new departments or creating new roles. The purpose is to create the
optimal environment for work flow efficiency and results.
Staffing
Finding the right people to fill roles is a large part of any business
administrator’s job. Determining staffing needs, preparing job
descriptions, interviewing and training are all important parts of managing
any business. An effective manager understands issues such as diversity,
ethics, politics and other dynamics that play a role in every work
environment.
Directing
The sweet spot of directing is finding the balance between staff needs and
economic production. This involves allocating resources properly and
providing a support system that responds to problems quickly. A business
administrator must motivate employees and lead staff towards a common
goal with strong interpersonal skills.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 7

Controlling
Controlling involves evaluating quality at all levels of the organization. By
tracking work and comparing it to the strategic plan, a business manager
can minimize deviations from the plan. Controlling tasks include analysis
of business expenses, information management, performance
measurement and taking corrective actions.
Budgeting
Projecting, tracking and reviewing the budget is critical to any business
manager’s success. Different types of business administration degrees
often focus many courses on this area, including finance, accounting and
budget software programs.
Other important areas of knowledge for a business administrator include
statistics, marketing, human resources and economics. Decision-making,
logic, problem-solving and interpersonal skills also play an important role
in running a business professionally.

Fuente:
http://www.westwood.edu/programs/school-of-business/business-
administration/what-is-business-administration

Miniglosario:
Down the road: hacia el futuro.
Sweet spot: punto óptimo.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 8

2.1. Business Organizations

The business structure you choose will have legal and tax implications.
Learn about the different types of business structures and find the one
best suited for your business.

Sole Trader / Proprietorship

A sole proprietorship is the most basic type of business to establish. You
alone own the company and are responsible for its assets and liabilities.

Limited Liability Company

An LLC is designed to provide the limited liability features of a corporation
and the tax efficiencies and operational flexibility of a partnership.

Cooperative
People form cooperatives to meet a collective need or to provide a service
that benefits all member-owners.

Corporation
A corporation is more complex and generally suggested for larger,
established companies with multiple employees.

Partnership
There are several different types of partnerships, which depend on the
nature of the arrangement and partner responsibility for the business.

S Corporation
An S corporation is similar to a C corporation but you are taxed only on
the personal level.

Fuente:
http://www.sba.gov/category/navigation-structure/starting-managing-
business/starting-business/choose-your-business-stru

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 9

2.2. Business Organizations Vocabulary

Sigla Español (Argentina) Inglés

S.A. Sociedad Anónima US: Corporation.

UK: Company, Limited Company o Joint
Stock Company.
Los socios se denominan shareholders o
stockholders.

S.C. Sociedad Colectiva General Partnership.

S.C.A. Sociedad en Comandita por Acciones No existe un equivalente.

Es un tipo de Limited partnership, con la
diferencia de que emite acciones.

S.C.S Sociedad en Comandita Simple Limited partnership

S.R.L. Sociedad de Responsabilidad Limited Liability Company

Limitada
Los socios se denominan quotaholders.

Empresario individual (US) Sole trader

(UK) Sole proprietorship

Sociedad conjunta Joint venture

Sociedad de capital-riesgo

Fuente:
Glosario para el ILEC.
©2009 Horacio R. Dal Dosso.
Expediente 5269502
http://www.hdosso.com.ar/Glosario%20ILEC.xls

Nota: en general, en las partneships, los socios se denominan partners.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 10

2.3. Corporations

A corporation (sometimes referred to as a C corporation) is an

independent legal entity owned by shareholders. This means that the
corporation itself, not the shareholders that own it, is held legally liable for
the actions and debts the business incurs.
Corporations are more complex than other business structures because
they tend to have costly administrative fees and complex tax and legal
requirements. Because of these issues, corporations are generally
suggested for established, larger companies with multiple employees.
For businesses in that position, corporations offer the ability to sell
ownership shares in the business through stock offerings. “Going public”
through an initial public offering (IPO) is a major selling point in attracting
investment capital and high quality employees.

Advantages of a Corporation
 Limited Liability. When it comes to taking responsibility for business
debts and actions of a corporation, shareholders’ personal assets are
protected. Shareholders can generally only be held accountable for
their investment in stock of the company.
 Ability to Generate Capital. Corporations have an advantage when it
comes to raising capital for their business - the ability to raise funds
through the sale of stock.
 Corporate Tax Treatment. Corporations file taxes separately from
their owners. Owners of a corporation only pay taxes on corporate
profits paid to them in the form of salaries, bonuses, and dividends,
while any additional profits are awarded a corporate tax rate, which is
usually lower than a personal income tax rate.
 Attractive to Potential Employees. Corporations are generally able
to attract and hire high-quality and motivated employees because they
offer competitive benefits and the potential for partial ownership
through stock options.

Disadvantages of a Corporation
 Time and Money. Corporations are costly and time-consuming
ventures to start and operate. Incorporating requires start-up,
operating and tax costs that most other structures do not require.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 11

 Double Taxing. In some cases, corporations are taxed twice - first,
when the company makes a profit, and again when dividends are paid
to shareholders.
 Additional Paperwork. Because corporations are highly regulated by
federal, state, and in some cases local agencies, there are increased
paperwork and recordkeeping burdens associated with this entity.

Fuente: http://www.sba.gov/content/corporation

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 12

3.1. Commercial Correspondence

The envelope
Known addressee (model 1)

Mr. John P. Smith, Executive Director

English Lab
1234 Flamingo Street
Georgetown, CA 55789

Known addressee (model 2)

Mr. John P. Smith

Executive Director
English Lab
1234 Flamingo Street
Georgetown, CA 55789

Unknown addressee (spontaneous mailing)

The Executive Director

English Lab
1234 Flamingo Street
Georgetown, CA 55789

Fuente: Inglés para Administración de Empresas.

©2013 Horacio R. Dal Dosso.
Expediente 300141.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 13

3.1.1. Commercial Correspondence compared

Español British English American English

7 de febrero de 2017. 7 February 2017 February 7, 2017

Señor Mr John Smith Mr. John A. Doe

Juan Pérez Managing Director Chief Executive Office
Gerente General ABC LLP ABC, Inc.
ABC S. A.

Ref.: su pedido 123 Dear Mr Smith Dear Mr. Doe:

Estimado señor Pérez: Re: Your order 123 Ref.: Your Order 123

Cuerpo de la carta Body of the letter Body

Atentamente. Yours sincerely Sincerely yours,

José García Peter Lawrence McEntire Frank L. Danaway

Adjs.: Encs: Encs.:

3.1.2. Sample e-mail

Subject Workshop Guidelines

Date February 7, 2017
From Teacher A
To Students
CC Teacher B
BC Academic Secretary
Body Effective from February 9, students must take the Guidelines to the
classroom.

The Guidelines are available at www.english-lab.com.ar/capacitacion.

Should you have any question, please feel free to contact me.

Regards,

Teacher A

Fuente: Inglés para Administración de Empresas. ©2013 Horacio R. Dal Dosso.

Expediente 300141.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 14

3.1.3. Sample letter

February 7, 2017

Mr. Juan Pérez

Director
ABC Corporation

Dear Mr. Pérez:

Re: Request To Expedite Payment - Contract PLC-09-17542

Due to circumstances beyond our control, we have been unable to complete the final
delivery phase of the exterior door under the above-noted contract. All work has been
completed except for the installation of the frame, which has not yet been received from
the manufacturer. This is expected to arrive next week and we plan to install it as soon
as we receive it.

In the meantime, we are experiencing a serious cash flow problem that is affecting our
ability to complete a number of our other contracts; including the tower (PLC- 10-
21743). As you know, any delay in completion of the tower will have a negative impact
on a number of other Phase 2 contracts.

We therefore request that you immediately release payment for the door contract,
subject to a 10% holdback to be payable on completion of the framework. That
arrangement will protect you and relieve the problems caused by our current cash flow
difficulties.

Accordingly, please find enclosed an invoice for the final progress payment of $67,575 for
contract PLC-09-17542.

If you have any questions at all please contact me immediately at 312-752-3479.

On behalf of our entire company I thank you in advance for your kind cooperation.

Sincerely,

Charles Strathem
Construction Contracts Manager
Enc.:
Fuente: adaptado de http://www.writinghelp-central.com/contract-letter-sample1.html.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 15

4.1. Commercial Documents

1. Letter of inquiry
It serves to ask for details about products, delivery time, prices and
terms.
Please note that in British English, this word is also written enquiry.

2. Quotation
In reply to the above mentioned document, the seller may send a
quotation, detailing a range of standard products, delivery arrangements,
prices, special discounts and minimum orders.
The corresponding verb for this noun is to quote.

3. Order
The order will state exactly which goods are required.
Some of them are pre-printed and numbered.
Some orders are accepted over the telephone but are eventually
confirmed in written.

4. Delivery note
It is usually packed with the goods and the buyer should check them out.
As a proof of receipt, the buyer will be asked to sign a carbon copy.

5. Invoice
It states how much is owed for a particular order.
It is not necessarily a request for payment.

6. Credit note
Sometimes, mistakes are made in dispatch and goods do have to be
returned. It his case, the supplier will issue a credit note to acknowledge
the return. It may cancel the relevant part of an invoice or all.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 16

4.2. The Commercial Invoice

COMMERCIAL INVOICE

SENDER: RECIPIENT:
AUTO PARTS FEE WAREHOUSE XYZ Company
7634 KIMBEL STREET UNIT 1-9 3 Able End
MISSISSAUGA, ON L5S-1M6 There, Shropshire, UK
Phone: 905-677-0996 Phone: 99-99-9999
Fax: 999-999-9999
Tax ID/VAT/EIN# 1234567890

Invoice Date: 7 February 2017 Invoice Number: 0256982

Carrier tracking number: 526555598 Sender's Reference: 5555555

Carrier: GHI Transport Company Recipient's Reference: 5555555

Country of Description of HTS Unit Unit
Quantity Subtotal (USD)
Origin Contents Code Weight Value
United States of
1,000 Computers 999999 2 10 10,000
America
Total Net Weight Total Declared
2,000 10,000
(lbs): Value (USD):
Freight and
Total Gross
2,050 Insurance 300
Weight (lbs):
Charges (USD):
Total Shipment Other Charges
1,000 30
Pieces: (USD):
Total Invoice
Currency Code: USD 10,000
Amount (USD):
Type of Export: Permanent Terms of Trade: Delivery Duty Unpaid

Reason for Export: New network

General Notes: N/A

The exporter of the products covered by this document - customs authorization number - declares that, except
where otherwise clearly indicated, these products are of United States Of America preferential origin.
I/We hereby certify that the information on this invoice is true and correct and that the contents of this
shipment are as stated above.

Name, position in exporting company, company stamp, signature

Fuente: http://en.wikipedia.org/wiki/Commercial_invoice

There are Three types of invoices:

 Pro forma/proforma (BE) invoice.
 Commercial invoice.
 Consular invoice.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 17

4.3. Commercial Vocabulary

Consignas
Los documentos comerciales suelen contener términos muy variados que
se refieren a las partes (por ejemplo: emisor), a las condiciones de pago
(por ejemplo: contado), al producto (por ejemplo: reacondicionado).
La tarea consiste combinar la columna A con la B.
A B
A 30 días After date
A cargo de As from
A granel, a la gruesa As of
A la vista At a fixed day
A una fecha fija At sight
Al, de fecha At somebody's expense
Arancel Balance
Comercializadora Buyer
Comprador Cash on delivery
Condiciones de venta Commercial terms
Contado contra entrega Corporate name
Contra presentación For the account and on the instructions of
Desde In bulk
Después de la fecha On a 30-days-basis
Detalles On presentation
Fijación de precios Outsourcing
Impuesto Particulars
Medio de pago Payment method
Por cuenta y orden de Pricing
Razón social Refurbished
Reacondicionado Reimbursements
Reembolsos Seller
Saldo Tariff
Tercerización Tax
Vendedor Trading Company

Fuente:
Inglés para Administración de Empresas.
©2013 Horacio R. Dal Dosso.
Expediente 300141.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 18

5.1. Accounting

Fuente: The Complete Idiot’s Guide. MBS Basics.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 19

5.2. Accounting Vocabulary

Consignas
El término «account» puede derivar en otros relacionados con la
Contabilidad. También puede tener otros significados.
La tarea consiste combinar la columna A con la B.

Tipo English Español

Noun Account Cuenta
Noun Account Informe
Noun Account Consideración, importancia

A B
1. Account 1. Ajuste en la contabilidad
2. Account analysis 2. Análisis de cuentas
3. Accounts payable 3. Caja de ahorros
4. Accounts receivable 4. Caja de ahorros
5. Account statement 5. Contabilidad
6. Accountability 6. Contabilidad
7. Accountable 7. Contador
8. Accountancy 8. Contador público nacional
9. Accountant 9. Cuenta
10. Accounting 10. Cuenta caja
11. Accounting adjustment 11. Cuenta corriente bancaria
12. Accounting department 12. Cuenta corriente bancaria
13. Accounting event 13. Cuenta corriente comercial
14. Accounting record 14. Cuentas (facturas por pagar)
15. Accounting standard 15. Cuentas contables
16. Accounting system 16. Cuentas de orden
17. Accounts 17. Cuentas de resultados
18. Balance sheet accounts 18. Cuentas patrimoniales
19. Bank account 19. Cuentas patrimoniales del patrimonio
neto
20. Books of accounts 20. Cuentas por cobrar
21. Cash account 21. Cuentas por pagar
22. Certified Public Accountant 22. De ninguna manera
23. Chart of accounts 23. Departamento contable
24. Check account 24. Hecho contable
25. Deposit account 25. Libros contables
26. Equity accounts 26. Norma contable
27. For the account of 27. Plan de cuentas
28. Generally Accepted Accounting 28. Por cuenta de
Principles (GAAPs)
29. Ledger accounts 29. Principios Contables Generalmente
©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 20
 Aceptados (PCGA)
30. Memorandum accounts 30. Registro contable
31. On no account 31. Representar
32. Profits and loss accounts 32. Responsabilidad
33. Savings account 33. Responsable
34. To account for 34. Resumen de cuenta
35. To be accountable for 35. Ser responsable de
36. Trade account 36. Sistema contable

Fuente:
Inglés para Administración de Empresas.
©2013 Horacio R. Dal Dosso.
Expediente 300141.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 21

5.3. The independent auditor’s report
Independent Auditors’ Report
To the Board of Directors and Shareholders
Company XYZ
Address
We have audited the accompanying balance sheets of X Company as of December
31, 2016, 2015 and 2014, and the related statements of income, retained
earnings, and cash flows for the years then ended. These financial statements are
the responsibility of the Company's management. Our responsibility is to express
an opinion on these financial statements based on our audits.
We conducted our audits in accordance with auditing standards generally accepted
in the United States of America. Those standards require that we plan and
perform the audit to obtain reasonable assurance about whether the financial
statements are free of material misstatement. An audit includes examining, on
test basis, evidence supporting the amounts and disclosures in the financial
statements. An audit also includes assessing the accounting principles used and
significant estimates made by management, as well as evaluating the overall
financial statement presentation. We believe that our audits provide a reasonable
basis for our opinion.
In our opinion, the financial statements referred to above present fairly, in all
material respects, the financial position of XYZ Company as of December 31,
2016, 2015 and 2014, and the results of its operations and its cash flows for the
years then ended in conformity with accounting principals generally accepted in
the United States of America.
(Signature)
(Date)
Fuente:
http://www.dsbcpas.com/services/accounting/audit/opinionaudit.html
[Consulta: 03/03/16].
©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico
Informe del síndico
A los
Señores Accionistas de
MicroHard, Inc.
Estimados señores:
Hemos auditado los estados contables de MicroHard, Inc., una sociedad anónima
creada según las leyes del estado de Nueva Jersey, al 30 de septiembre de 2015 y
2016, incluso los estados relacionados de ingresos y egresos, de evolución del
patrimonio neto y el estado de flujo de efectivo. Estos estados contables y sus anexos
son responsabilidad del directorio de la empresa. Nuestra responsabilidad es expresar
una opinión sobre estos estados contables y los anexos, sobre la base de nuestra
auditoría.
Hemos realizado nuestra auditoría según las Normas de auditoría generalmente
aceptadas de los Estados Unidos de América. Estas normas requieren que
planifiquemos y llevemos a cabo la auditoría para tener la certeza de que los estados
contables estén libres de errores significativos. Una auditoría incluye examinar, sobre
la base de muestras, las pruebas respaldatorias de los importes y la exposición de los
estados contables. También incluye evaluar los principios contables aplicados y los
cálculos significativos realizados por el directorio, así como también evaluar la
presentación de los estados contables en su conjunto. Creemos que nuestra auditoría
brinda una base razonable para nuestra opinión.
Consideramos que los estados contables mencionados anteriormente presentan de
manera razonable, en todos sus aspectos significativos, el activo, el pasivo y el
patrimonio neto de MicroHard, Inc. al 30 de septiembre de 2015 y 2016.
Saludamos a ustedes cordialmente.
PÉREZ y PÉREZ
Contadores Públicos
22
6.1. Marketing

Process of planning and executing the conception, pricing, promotion and

distribution of ideas, goods and services to create exchanges that satisfy
individual and organization objectives.
Ejercicio 6.1
Traduce al español la definición de Marketing.

Fuente: Inglés para Administración de Empresas. ©2013 Horacio R. Dal Dosso.

Expediente 300141.

Ejercicio 6.2.
 Analiza la estructura organizativa de la empresa en la que trabajas.
 Prepara un Org Chart en inglés.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 23

6.2. Market Vocabulary

Consignas
El término market puede derivar en otros relacionados con el Marketing o
no.
La tarea consiste en identificar a qué campo corresponden los siguientes
términos. En la columna izquierda de la tabla, se han dado algunos
ejemplos.
El término Marketing puede traducirse de las siguientes formas:
 Marketing. En español, debe escribirse en cursiva o bien Marquetin.
 Mercadeo. Usado en España y México.
 Comercialización. Otra forma, aunque no es exactamente lo mismo.
 Técnicas de venta. La menos usada.

English Campo
Black market Economía
Bond Market
Capital market Finanzas
Commodities market
Consumer market
Derivatives market
Differentiated market
Domestic market
e-mail marketing Marketing
Foreign exchange market
Foreign market
Futures market Bolsa
Global market
Investment market
Labor market
Market analysis
Market demand/supply
Market economy
Market index
Market intelligence
Market leader
Market maker
Market penetration
Market place
Market pressure
©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 24
Market price
Market research
Market segment
Market share
Market survey
Market value
Marketable product
Marketer
Marketing channels
Marketing expenses
Marketing mix
Marketing plan
One-to-one marketing
Open market
Options market
Over-the-counter market
Property market
Security market
Spot market
Stock market
Target market
Telemarketer
Time to market
To enter the market

Fuente:
Inglés para Administración de Empresas.
©2013 Horacio R. Dal Dosso.
Expediente 300141.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 25

6.3. The five P’s of Marketing

The 5 Ps are a set of recognised marketing tactics, which you can use in
any combination to satisfy customers in your target market. The 5 Ps are
controllable, but subject to your internal and external marketing
environments. Combining these different marketing tactics to meet your
customers' needs and wants is known as using a 'tactical marketing mix'.
Product
The product refers to all of the features, advantages and benefits that
your customers can enjoy from buying your goods or services. When
marketing your product, you need to think about the key features and
benefits your customers want or need, including (but not limited to)
styling, quality, repairs, and accessories.
Price
This refers to your pricing strategy for your products and services and how
it will affect your customers. You should identify how much your
customers are prepared to pay, how much mark-up you need to cater for
overheads, your profit margins and payment methods, and other costs. To
attract customers and retain your competitive advantage, you may also
wish to consider the possibility of discounts and seasonal pricing.
Promotion
These are the promotional activities you use to make your customers
aware of your products and services, including advertising, sales tactics,
promotions and direct marketing.
Place
Place is about getting the products to the customer, and includes where a
product or service is made, sold or distributed.
You can set yourself apart from your competition through the design of
your retail space and by using effective visual merchandising techniques.
If you are not a retail business, place is still an important part of your
marketing. Your customers may need a quick delivery turnaround, or want
to buy locally manufactured products.
People
People refer to the staff and salespeople who work for your business,
including yourself.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 26

When you provide excellent customer service, you create a positive
experience for your customers, and in doing so market your brand to
them. In turn, existing customers may spread the word about your
excellent service and you can win referrals.

Fuente:
http://www.business.qld.gov.au/business/running/marketing/marketing-
basics/five-ps-marketing.

©2018 Horacio R. Dal Dosso. Guía de Taller de Inglés Técnico 27