Gazdasági szaknyelv I.
2012/2013-es tanév 1. félév
LGB_IT 030_1, tantárgykód
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Tanár: Vargáné Dr. Kiss Katalin
A kurzus célja: Az I. nyelv szaknyelvi előkészítő kurzusra épül. A gazdasági szaknyelv
témaköreinek elmélyítése, szóképzés és szókapcsolatok ismerete
Kötelező irodalom:
Az oktató által az órán kiosztott fénymásolat valamint elektronikusan letölthető
tansegédlet
Ajánlott irodalom: Gazdasági nyelvvizsga-felkészítő sorozat alábbi kötetei
Homolya-Thiessen (2008): Topic by Topic. Budapest: Aula Kiadó
Hartai (2008): Be a good listener. Budapest: Aula Kiadó
Torkos, R. (2008): BizTerms. Budapest: Aula Kiadó.
Folyóiratok: The Budapest Sun, The Budapest Times, Newsweek
Internet: http://news.bbc.co.uk/ , http://edition.cnn.com/ ,
http://www.ft.com/home/europe
Értékelés: 5 fokozatú érdemjegy
A kurzus teljesítésének feltétele:
1. Beadandó házi feladat: 2 oldalban egy vállalat profiljának, felépítésének,
termékeinek és marketing stratégiájának a bemutatása. Benyújtási határidő:
2012. dec. 8. [email protected] címre
2. Szóbeli vizsga az alábbi témakörökből:
A piac: jellemzők és szereplők
Vállalkozások fajtái és jellemzői, vállalatok: felépítése és menedzsment
Munkaerőpiac: toborzás
Munkaerőpiac: vállalati karcsúsítás, munkanélküliség
Marketing: Termékek jellemzői, marketing alapfogalmak
Marketing: Promóciós eszközök, reklámok, SWOT elemzés
Telekommunikáció: Az Internet és az elektronikus kereskedelem
Az elektronikus tansegédlet végén található szóképzéssel kapcsolatos
mondatsorozatból (megoldókulcs mellékelve) 15 mondatba történő
behelyettesítés
UNIT 1: COMPANY STRUCTURE
VOCABULARY
The definition of structure:
the way an organisation, a system, a market is organised or put together
(Longman Business English Dictionary)
DESCRIPTIONS OF COMPANY STRUCTURES
Company structure means the way a company is organised internally. It refers to
relationships, responsibilities and authorities.
The organisation chart – a table showing a company’s structure graphically contains a chain
of command: who reports to whom, who is responsible for what. The company structure
depends on the type of business activity, size, strategies, policies and the value of the people
in the positions of power in the organisation.
In business there are different organisation forms depending on size, the number of
owners, invested capital and liability.
• Sole trader:
One person sets up and runs the company. The person provides all the capital and has
unlimited liability for business debts, even if this means selling personal assets.
• Partnership:
A group of people provide the capital, set up the company and manage it together. There are
two types of partnership:
a.
Partners in an unlimited partnership are like sole traders – if the business fails,
they are fully liable for the debts, and may even have to sell personal assets.
b.
In a limited partnership there can be sleeping partners who do not participate in
the management of the company. They have unlimited liability – in the event of bankruptcy,
they only lose their investment, not their personal assets.
• Limited company
In a limited company (AmE corporation), the capital is divided into shares, which are held by
shareholders. Shareholders have limited liability, but they can vote at the Annual General
Meeting to elect the Board of Directors. There are two types of limited company:
a.
In a private limited company, all shareholders must agree before any shares can
be bought or sold.
b.
In a public limited company, shares are bought and sold freely, for example on
the stock exchange.
Answer the questions.
1. What are most people’s personal assets?
2. How can a sole trader get the capital to set up a business?
3. What are the advantages and disadvantages of being a sleeping partner?
4. What is the difference between a sleeping partner and a shareholder?
5. What are the advantages of a public limited company?
ORGANISATION CHART
Study the pattern sentences and describe the company chart below.
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At the head is the President, or CEO.
Below the President is the Managing Director, who has overall responsibility for the
day-to-day running of the company.
The company is divided into different departments, each with its own director. The
Marketing and Sales department consists of the sales team and customer services. The
Administration department also includes Personnel.
We employ more than 2000 people worldwide.
The marketing department is made up of three units.
The Managing Director is assisted by the department heads.
Board
of Directors
CEO
Production
Marketing
Market
Research
Sales
Northern
Region
Finance
Advertising
Financial
Managemen
t
R&D
HR
Accounting
Southern
Region
COMPANY DEPARTMENTS
Many big firms have lots of different sections and it can be helpful to know which part of
the company does what. Look at the following company departments. Which
department does which job?
HUMAN
RESOURCES
PRODUCTION
MARKETING
FINANCE
Training
Production
Marketing
Purchasing
Personnel
Packaging
Sales
Accounts
Payroll
Distribution
Customer
Service
Fin.
Services
Quality
Advertising
Maintenance
Which department
• Puts the product into boxes?
• Pays wages and salaries?
• Plans how to promote products?
• Looks after the equipment?
• Deals with complaints?
• Manufactures the products?
• Sends invoices to customers?
• Arranges credit facilities?
• Sends products to the customer?
• Buys media space?
• Recruits new staff?
Form ten business expressions from the words in the box. Use some words more than
once.
Annual
Assets
debts
Business
company
unlimited
liability
directors
exchange
general
partner
limited
meeting
trader
sleeping
personal
private
public
of
sole
stock
board
DISCUSSION
Which of the words below can describe:
1. good qualities of an organisation
2. bad qualities of an organisation
professional
democratic
centralised
impersonal
decentralised
slow-to-respond
cold
paternal
flat
caring
disciplined
hierarchical
welcoming
market-driven bureaucratic
TALKING ABOUT YOUR COMPANY
It's often necessary to present your company to visitors, potential investors or
partners, or new suppliers and clients. Here is some useful vocabulary that will help
you talk clearly, concisely and positively about what your company does. Study the
expressions and do the task below.
GIVING THE HISTORY OF YOUR COMPANY
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We were founded / set up / established in 1981.
We merged with X company in 1990.
We set up a subsidiary in the UK.
The subsidiary was sold off two years after and the remaining company was split into
five different divisions.
We floated on the stock exchange last year, and we are now listed on the London
Stock Exchange.
TALKING ABOUT YOUR PRODUCTS AND SERVICES
• We make / produce packaging material.
• We manufacture car engines.
• We supply paper products.
• We launched a new washing powder last month. It has revolutionised the washing
process. We have pioneered new ways of getting your clothes cleaner.
• We are researching new products for the home entertainment industry. We hope to roll
them out early next year.
• We are developing new software for the internet. Our R&D department is working
closely with our international partners.
COMPANY PERFORMANCE
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We are the market leaders in three countries.
We have expanded our operations.
Our company has grown by one-third.
We make annual profits of $1 million.
Our turnover is in excess of $2 million.
RESPONSIBILITIES
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I report to the Marketing Manager.
I deal with customer enquiries.
We work closely with the sales team, who are in charge of customer accounts.
We co-operate with our offices worldwide.
We have more than one branch in some countries.
We are responsible for our own markets.
The department heads are accountable to the Managing Director.
The HR Manager is involved in recruiting workforce.
(http://www.theenglishweb.com/articles/talking-about-your-company.php)
TASK
1. Writing
Write a company you know.
2. Talking
Describe the profile of two manufacturing companies and compare their organisation
charts.
UNIT 2: DESCRIBING TRENDS
PRESENTATION SKILLS
Graphs and charts, like those shown below, are often used to present information and
data.
pie chart
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bar chart
line graph
A pie chart is a circle divided into segments. It is usually used to show percentages.
A bar chart is used to show how different sets of information compare. A bar chart is divided
into columns.
A graph is a diagram, usually a line or curve, which shows how two or more sets of numbers
or measurements are related. The names of the axes on a graph are the vertical axis and
the horizontal axis. The vertical axis is sometimes called the y axis, and the horizontal axis
is sometimes called the x axis. The types of lines used to present information on a graph:
solid line___, dotted line …., broken line - - A table is a set of facts and figures arranged in columns and rows.
When describing movements on a graph, we can use verbs to talk about upward,
downward or horizontal movements.
Comment on what kind of movements verbs describe.
decline
gain
double
fall
decrease fluctuate
drop
halve
improve
increase
level off
peak
rocket
triple
rise
plummet
recover
Decide which picture should go into the box under each list of verbs.
decline
decrease
drop
fall
slide
climb
soar
rise
rocket
increase climb
rise
increase
crash
collapse
plummet
plunge
flatten
out
hold
steady
level off
stabilise
bounce
back
rally
recover
fluctuate
Describing degree of change:
slight(ly) => substantial(ly; considerable, considerably; significant(ly) => sharp(ly),
dramatical(ly)
Choose the most appropriate option to complete each statement, which describes the
tables, charts and graphs.
1. Car production shows a slight decline
a dramatic increase
a slight increase
a dramatic decline
2. Production reached a peak and then fell down rapidly.
slumped and then reached a peak.
reached a peak and then fell rapidly.
reached a peak rapidly and then fell.
3. Costs of
production
held steady and then rose substantially.
rose substantially and then held steady.
rose steadily and then stabilised.
held substantially and then stabilised.
Coffee sales have
increased dramatically.
decreased slightly.
increased slightly.
decreased dramatically.
(From: http://www.leeds.ac.uk/languages/resource/english/graphs/tren.htm)
UNIT 3: MANAGEMENT
LEAD-IN
What do you think makes a good manager? Which four of the following qualities do you
think are the most important?
• being decisive
• being efficient
• being friendly
• being able to communicate with people
• being able to motivate and inspire and lead people
• being authoritative
• being competent
• being persuasive
• having good ideas
VOCABULARY
The following nouns describe an ideal manager's abilities. Can you change them into
adjectives?
talent
drive
enthusiasm
flexibility
energy
commitment
ambition
motivation
Which adjectives below describe the positive and negative aspects of someone’s
character?
decisive
charismatic
passionate straight
accessible uncaring
impulsive
careful
lunatic
balanced
motivating
moderate
energetic
flexible
aggressive
ruthless
informal
thoughtful
Answer the following questions.
• What makes a great leader? Write down a list of characteristics.
• Are there differences between men and women as leaders?
• What makes a bad boss?
• What is the difference between a manager and a leader?
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Complete the following sentences about managers’ tasks with these words.
achieved board of directors
performance
communicate
resources
innovations
setting
manageable
supervise
1. Managers have to decide how to be best allocate the human, physical and capital …
available to them.
2. Managers – logically – have to make sure that the job and tasks given to their subordinates
are ….
3. There is no point in … objectives if you don’t … them to your staff.
4. Managers have to … their subordinates, and to measure, and try to improve, their ….
5. Managers have to check whether objectives and targets are being ….
6. A top manager whose performance is unsatisfactory can be dismissed by the company’s
….
7. Top managers are responsible for the …that will allow a company to adapt to the changing
world.
Match up the verbs and the nouns to form word partnerships.
1.
2.
3.
4.
5.
6.
7.
8.
9.
allocate
communicate
develop
make
measure
motivate
perform
set
supervise
a.
b.
c.
d.
e.
f.
g.
h.
i.
decisions
information
jobs
objectives
people
performance
resources
strategies
subordinates
Which of the following factors do you consider can be used best for motivating
workforce?
good labour relations
job security good working conditions
adequate wage or salary and benefits challenging, interesting and creative job
responsibility
contact with people opportunities to travel
holidays
UNIT 4: APPLYING FOR A JOB
VOCABULARY
Assessment
Apply
Background
Bonus
Curriculum Vitae
Dismiss
Employee
Employer
Fire
Fringe benefits
Interview
Make redundant
Maternity leave
Notice
Personnel
Personnel officer
Promotion
Prospects
Recruit
Resign
Retire
Sick leave
Staff
Strength
Strike
Take on
Trainee
Training course
Unemployment
benefits
Vacancy
Weakness
Evaluation of one's abilities
Submit an application for a job or position
Education - qualifications - experience
Additional payment to an employee as an
incentive or reward
Summary of one's education and experience
to date; résumé
Discharge from employment; (to fire, to sack,
to let go)
Person who works for a firm or company
Person or firm who employs people
To dismiss from a job.
Advantages offered in addition to salary (life
insurance, retirement scheme, company car,
etc.). Also called "perks".
Oral examination of an applicant for
employment
Dismiss for economic reasons
Period of absence for a female employee
when having a baby
Advance warning of intention to leave one's
job - to give or hand in one's resignation
People who work for a firm or company
(employees)
Manager responsible for recruitment, training
and welfare of personnel (employees)
Advancement in rank or position in the
company
Opportunities for success or promotion in a
career
Look for and hire personnel
Leave a job voluntarily
Leave employment because of age
Absence because of illness - to be on sick
leave
People who work for a firm or department;
employees
Strong characteristic or particular ability
To go on strike: to stop working in protest
against something
Employ or hire
Person being trained for a job e.g. a trainee
salesman
A course of study to prepare for a job
e.g. a computer course
Payments made by the state to an
unemployed person
A position to be filled
A lack of ability or a shortcoming in character
http://www.learn-english-today.com/business-english/employment-vocabulary.html
Which benefits do you think would be most attractive to someone who has just finished
their studies and is looking for their first job? Choose from the list below and rank them
according the order of importance.
responsibility
a permanent contract
bonus scheme
a competitive salary
rapid promotion
in-house trainings
business trips
challenging tasks
READING
Read the recruitment brochure and fill in the missing words from the box
ability
hands-on
certificate
knowledge
course
degree
qualifications skills
development
trainee
experience
training
1. Our school-leaver trainee programme aims to teach key … such as word processing and
bookkeeping.
2. Although he lacks formal … such as a university degree, he came through the ranks due to
his … to take on new ideas and to manage people. Now he’s one of our best managers.
3. The degree … you study at university is likely to decide the sort of job you do afterwards.
However, whatever you study, it’s always useful to have a university ….
4. At the end of the four-week training course, you will receive a … . The course aims to give
you a thorough … of the company’s activities and the skills to do your job competently.
However, there are a lot of things which you can only learn with …, and this takes a lot of
time.
5. He has excellent qualifications, and with our policy of professional … and on-the-job
training, he will also certainly become one of our high fliers. In fact, next week he’s going on
management … course.
6. As a … computer technician, his training course is much more … than theoretical.
(from Brook-Hart G. (2006): Business Benchmark. Cambridge: CUP. p.10-11)
DESCRIBING CANDIDATES’ ABILITY
A Human Resources Manager has drawn up a shortlist of applicants he feels would be
suitable for a vacancy in his company. Look at the descriptions of the candidates he
plans to invite for interview.
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Hamed has a can-do attitude and is able to meet deadlines
Tomoko is a self-starter who can work on her own initiative
Ivan is able to multi-task and has a proven track record
Li is an effective team player with a customer-focused approach
Cristina is numerate and computer literate
Explain the following phrases.
• to have a can-do attitude
• to be a self-starter
• to multi-task
• to have a proven track record
• to be numerate
Find the word or phrase described by the definitions.
• to be good at figures
• to co-operate with colleagues
• to work on one’s own
• to finish a job on time
• to be computer literate
• to have a good rapport with clients
• to have a history of success
• to have a positive approach
• to have IT skills
• to cope with several jobs at the same time
THE SELECTION PROCESS
When a firm wants to fill a vacancy, it will go through certain procedures to find a
suitable employee. This is called a 'selection process'. This text describes a typical
selection process, but in the wrong order! Put the sentences into their correct places so
that the paragraph makes sense.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
Next, appointment are arranged
and applications are received
The candidates on the list are interviewed again,
and suitable candidates are invited for interview.
A job offer is made to the successful candidate,
and applicants are interviewed.
and one of them is selected.
These are sorted
After that, a final short-list is drawn up,
Firstly, a vacancy is advertised
and finally, an employment contract is signed.
http://www.bbc.co.uk/worldservice/learningenglish/business/getthatjob/unit1jobsearch/page4.shtml
Match the verbs with their noun partners.
to
to
to
to
to
arrange
sign
draw up
select
interview
a candidate
applicants
a short list
a contract
appointments
UNIT 5: MARKETING
‘The most distinctive skill of professional marketers is their ability to
create, maintain, protect and enhance brands.’
P. Kotler
LEAD-IN
List some of your favourite brands. Then answer these questions.
• Are they national or international brands?
• What image and qualities does each one have?
• Do the products have anything in common?
• How loyal are you to the brands you have chosen?
• If you don’t buy branded goods, explain why.
What are the advantages of branded goods for manufacturers and consumers?
According to a recent survey the following brands belong to the world’s top ten. Which
do you think is number one? Rank the others in order.
Marlboro Ford General Electric
IBM Microsoft
Coca- Cola
Look at the word partnerships with the word brand and write sentences with them.
luxury brand, classic brand, brand awareness, brand image, brand stretching, brand loyalty,
brand leader, brand manager
(From Cotton D. – Falvey D. – Kent S. (2005): Market Leader Intermediate Business English.
Longman. p.14-15)
VOCABULARY
Marketing – Sales
Service that continues after the sale of a product
(maintenance, etc.).
Person or company that acts for another and provides a
Agent
specified
service.
Business to business e-commerce: use of commercial
B2B e-commerce networks, online product catalogues and other online
resources to obtain better prices and reach new customers.
Business to consumer e-commerce:
B2C e-commerce
online sale of goods and services directly to consumers.
Comparing one's products to those of competitors in order
Benchmarking
to improve
quality and performance.
1) Any person who makes a purchase.
Buyer
2) A person employed to choose and buy stock for a
company.
Offer to pay back part of the purchase price of a product
Cash refund offer to customers who send a "proof of purchase" to the
manufacturer.
After-sales service
Two or more shops or outlets that have the same
owner and sell similar lines of merchandise.
A person who buys services or advice from a lawyer, an
Client
accountant or other professional.
Close
Finalise a deal or sale.
Small shop located near a residential area that opens
Convenience store
long hours, seven days a week.
Customer
A person who buys something from a shop or business.
Certificate that gives customers a saving when they
Coupon
purchase a specific product.
Deal
A business transaction.
A large shop or store that carries a wide variety of product
Department store
lines.
Entering a foreign market by setting up assembly or
Direct investment
manufacturing facilities in that country.
Chain store
Discount
E-commerce
E-marketing
Extranet
Follow-up
Franchise
Guarantee
Intranet
Joint Venture
Market leader
Mark up
Opinion leader
Packaging
Product
Product line
Prospect
Representative
Retail
Shopping centre
Telephone
marketing
Trade fair
A reduction in price.
Buying and selling by electronic means, primarily on the
Internet.
Promotion of products and services over the Internet.
A network that connects a company with its suppliers and
distributors.
To maintain contact after the sale to ensure customer
satisfaction.
Association between a manufacturer or wholesaler
(franchiser) and an independent business person
(franchisee) who buys the right to own and operate a unit in
the franchise system.
A promise that a product will be repaired or replaced if
faulty.
A network that connects people within a company to each
other.
A way of entering a foreign market by joining with a
foreign company to manufacture or market a product or
service.
The company with the largest market share in an industry.
The percentage of the price of a product added to cost to
reach a selling price.
Person within a reference who, because of competence,
knowledge, or other characteristics, exerts influence on
others.
Designing and producing the container or wrapper for a
product.
Anything that can be offered on the market, usually for
sale.
A group of products that are closely related.
A potential customer.
A sales representative is a person who represents and
sells for a company.
To sell in small quantities, as in a shop, directly to the
consumers.
Group of shops or retail businesses developed and
managed as a unit.
Using the telephone to sell directly to customers.
An exhibition at which companies in a specific industry
can show or demonstrate their products
Viral marketing
Wholesale
The Internet version of word-of-mouth marketing - email
messages that customers pass on to friends.
To sell goods and services to those buying for resale (e.g.
a shop) or for business use.
(http://www.learn-english-today.com/business-english/marketing-sales-vocabulary.html)
VOCABULARY
Advertising
Advertisement
Advertising
agency
Item of publicity to promote a product or service in
newspapers, magazines, on TV etc.
Benefit
Marketing services firm that assists companies in
planning advertisements
Attention, Interest, Desire, Action - the aim of all
advertising
Advantage of a product or service
Billboard
Signboard for advertising posters
Broadsheet
Newspaper printed in a large format.
Campaign
Organized course or plan of action
AIDA
Circulation
Classified ads
Commercial
Coupon
Direct mail
Double-page
spread
Editing
Eye-catcher
Features
Generic
advertising
Hoarding
Hype
Jingle
Key words
Launch
Mailshot
Mass media
Average number of copies of newspapers or magazines
sold over a period of time
Small advertisements in newspapers or magazines,
divided into categories.
Advertisement on radio or TV
Part of a printed advertisement to be used to order goods
or samples
Advertisement sent by post to prospective customers
Advertisement printed across two pages in a newspaper
or magazine
Reviewing or rewriting in order to make suitable for
publication.
Something that particularly attracts one's attention
Special characteristics of a product
Advertising for a whole sector, such as tourism, rather
than a specific product
Wooden structure, or signboard, used to carry
advertisements
Excessive or intensive publicity; exaggerated claims
made in advertising.
Catchy tune, with a short simple rhyme, used to promote
a product.
Informative words chosen to indicate the content of a
document
To start an action in order to introduce something (e.g. a
new product)
Piece of advertising material sent to potential customers
by post
The main means of mass communication (newspapers,
Plug
Poster
Prime time
Promote
Roadside signs
Slogan
Slot
Sound bite
Spam
Spot
Tabloid
Target
U.S.P.
Write copy
TV & radio)
Favourable publicity in the media for a commercial
product (e.g. a book)
Large sheet of paper used in advertising
Hours on radio & TV with the largest audience, usually
the evening
Use advertising and publicity to try to increase sales of a
product
Large panels along roads and motorways used for
outdoor advertising.
Phrase used to advertise a product, or to identify a
company or organization.
Specific time in a broadcasting schedule allotted for
a commercial
Short extract from a recorded interview or speech.
Unsolicited advertising sent through the internet as an
email message
Position of a commercial in a radio programme or TV
schedule.
Newspaper printed in small format, usually with a lot of
photographs.
Objective; what is aimed at
Unique Selling Proposition; a declaration of what makes
a product different
Write a text to be printed or spoken in an advertisement
or a commercial.
(http://www.learn-english-today.com/business-english/advertising-vocabulary.html)
ROLE-PLAY
You work on the creative team in the marketing department of a large multinational
company. The company has decided that it is time to launch a shampoo which has been
very successful in the United States and Canada. The target customers for this
shampoo, called Provocation in the US and Canada are young women aged 12-25.
Your job is to prepare a promotional campaign for the launch. You should
• brainstorm ideas for possible promotional activities
• evaluate the ideas and decide which ones you want to use
• produce a plan of action
• compare your plans with other creative teams
Unit 6: SWOT analysis – Case studies
CASE STUDY: THE BENSON GROUP
BACKGROUND
Benson Inc., the department store group built its first store in 1952. It now owns ten stores in the
southern region of the United States, and two in Ontario, Canada. All the stores are on prime sites
in the high streets of major cities. The group head office is in Petersville.
PROBLEMS
Recently, Benson’s performance has been extremely disappointing. Two years ago, pre-tax profits
had fallen to just $225m. This year, profits are expected to be down yet again. Sales per employee
are also much lower than the industry’s average.
• Competition
Fortunately for Benson, it still has a number of loyal customers who would not think of shopping
elsewhere. However, the Group is facing a fierce competition from Hi-Mark and up-and-coming
Levinson Brothers. Hi-Mark is well-established, with a clearly defined up-market image. It has a
reputation for selling good quality merchandise but at high prices. Levinson Brothers set up its first
store seven years ago, since then it has expanded fast. It has now eight stores located in big cities.
Levinson Brother’s target consumer is the 16-25 wage-earner. Nevertheless, it attracts to its stores
people of all ages and from all income groups.
• Aggressive marketing campaign on behalf of Levinson Brothers
Levinson Brother’s marketing is more aggressive and effective than that of its two main
competitors. It often cuts prices, and even offers goods at give-away prices to get people into its
stores. It advertises heavily in local newspapers, and on local television. Its special promotions are
often accompanied by a great deal of razzmatazz. Its share price stands a $12 – its highest rating
this year. Even so, the share is still probably a good buy for investors.
• Bad business strategy
In order to compete more effectively, Benson changed its business strategy about eighteen months
ago. It began to rent space to outside firms on a concessionary basis. Almost 20% of its stores’
space was rented to selected companies from outside the organisation. Unfortunately, this strategy
has not been too successful. Several firms renting space complain that their sales have been poor.
• Bad facelift of shops
Benson’s stores were redecorated some months ago. This facelift has met with mixed reactions
from its customers. The customers complain that departments are not grouped together in a logical
manner. As a result, shoppers get tired of looking for the goods they want.
• Investors do not trust the firm any more
At present, it looks very much as if Benson has lost its dynamism and sense of purpose. Investors
holding shares in the group might be well advised to sell.
• The lack of clear image
One-of Benson’s biggest problems is that it lacks a clear image. Although some well-off customers
have stuck to Benson through thick and thin, many others have moved on and now shop at HighMark. These customers seem to prefer Hi-Mark’s tasteful decor and high-priced, exclusive goods.
• The products sold do not appeal to younger buyers.
Younger buyers prefer the self-service, down-market approach of Levinson Brothers – Benson’s
other main rival. Both Hi-Mark and Levinson Brothers are profitable organisations.
• Profitable competitors
High Mark’s strategy is, essentially, to maintain good profit margins on all its merchandise.
Levinson Brothers, on the other hand, aim for high volume and lower margins.
• Rising costs
Rising costs have been the main cause of Benson’s low profits. Stock levels tend to be high, but
very often goods are not available when required by customers. At present they are kept in
warehouses at each store.
• Service in the stores has turned bad
It is believed that staff turnover and absenteeism are too high.
BENSON’S FUTURE
Unless Benson’s management takes action soon to revive the group’s fortunes, it would seem that
the outlook for the organisation is bleak.
Task
•
•
You are members of Benson’s marketing team. Hold an informal meeting to discuss its
problems. Make a SWOT analysis and decide what actions are necessary to keep
pace with competition and return the profitability of the group.
Write a memo for the attention of Benson’s Managing Director, Charles Brown.
Summarise what action you agreed to take at the meeting to solve Benson’s problems.
Explain your reasons.
SWOT ANALYSIS TEMPLATE
Situation being analysed:
_________________________________________________________________
Criteria examples
Strengths
Weaknesses Criteria examples
Disadvantages of
proposition?
Gaps in capabilities?
Lack of competitive strength?
Reputation, presence
and reach?
Financials?
Own known vulnerabilities?
Timescales, deadlines and
pressures?
Cashflow, start-up cash-drain?
Continuity,
supply chain robustness?
Effects on core activities,
distraction?
Reliability of data,
plan predictability?
Morale, commitment,
leadership?
Accreditations, etc?
Processes and systems, etc?
Management cover,
succession?
Advantages of proposition?
Capabilities?
Competitive advantages?
USP's (unique selling points)?
Resources, Assets, People?
Experience, knowledge, data?
Financial reserves, likely
returns?
Marketing - reach, distribution,
awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, qualifications,
certifications?
Processes, systems, IT,
communications?
Cultural, attitudinal,
behavioural?
Management cover,
succession?
Philosophy and values?
Criteria examples
Market developments?
Competitors' vulnerabilities?
Industry or lifestyle trends?
Technology development and
innovation?
Global influences?
New markets, vertical,
horizontal?
Niche target markets?
Geographical, export, import?
New USP's?
Tactics: eg, surprise, major
contracts?
Business and product
development?
Information and research?
Partnerships, agencies,
distribution?
Volumes, production,
economies?
Seasonal, weather, fashion
influences?
Opportunities
Threats
Criteria examples
Political effects?
Legislative effects?
Environmental effects?
IT developments?
Competitor intentions - various?
Market demand?
New technologies, services,
ideas?
Vital contracts and partners?
Sustaining internal capabilities?
Obstacles faced?
Insurmountable weaknesses?
Loss of key staff?
Sustainable financial backing?
Economy - home, abroad?
Seasonality, weather effects?
© Alan Chapman 2005-09. Free PDF version of this tool and information about SWOT analysis methods
are available at www.businessballs.com/swotanalysisfreetemplate.htm.
UNIT 7: TELECOMMUNICATIONS
VOCABULARY
Computers
Adware
Application
Browser
Bug
Cache
Cookies
Crash
Cursor
Driver
E-business
E-mail
FAQ
Firewall
Font
Hardware
Hit
Home page
Login
Modem
Netiquette
Portal
A software application which displays unwanted pop-up advertisements on
your computer while in use. Adware is often installed on your computer at the
same time as free software or shareware.
An application is any program designed to perform a specific function
directly for the user. Microsoft Word, Excel, Outlook or Adobe Photoshop are
examples of application programs.
A program or tool such as Internet Explorer or Mozilla that enables you to
browse or surf the World Wide Web and view internet sites.
A defect or fault in a computer program that prevents it from working
correctly. Bugs are caused by mistakes or errors made by the people who
write the programme.
A sort of fast memory used for temporary storage of recently accessed web
pages, which enables the browser to display them more quickly on the next
visit.
A cookie is a small piece of information on the times and dates you have
visited web sites. A web server can temporarily store this information within
your browser. The main purpose of cookies is to identify users and possibly
prepare customized web pages for them.
A crash, in computing, is what happens when a program, or the entire
operation system, unexpectedly stops working.
A blinking symbol on the screen that shows where any new text will next be
entered.
A special program which enables a computer to work with a particular piece
of hardware such as a printer.
Business done over the internet or any internet-based network.
Electronic mail: messages sent from one computer to another over the
Internet.
Frequently asked questions
Specialized hardware or software designed to prevent unrestricted or
unauthorized access into or out of a computer or network.
A particular kind of lettering (for example: Arial, Bookman, Times New
Roman).
The physical equipment or touchable parts of a computer system, the CPU
(central processing unit), the monitor, the keyboard, the mouse, the external
speakers, the scanner, the printer, etc,
A visit to a website.
The main page or opening page that appears when you visit a web site. It
usually contains links to the other pages.
Process by which a user enters a name and password to access a
computer.
A device that enables a computer to send and receive information over a
telephone line. You need a modem to connect to the Internet, to send email
and to fax.
Network etiquette: a set of informal rules defining proper behaviour on the
Internet
A website that acts as a gateway or entry point to the internet (for example,
Yahoo).
Typically, a portal offers a search engine and links to other sites grouped
into categories, as well as news or other services.
A sequence of instructions that a computer can interpret and execute in
order to do a particular job. Programs are collectively referred to as
"software".
Provider
Company that provides access to the Internet.
A piece of hardware, or peripheral device, used to scan a document and
Scanner
create a digital copy.
Unwanted, irrelevant or inappropriate e-mail messages, especially
Spam
commercial advertising. Also referred to as "junk e-mail".
Software that collects information, without your knowledge, about your webSpyware
surfing habits and uses it for marketing purposes. Very often contained in
free downloads r shareware programs.
A Trojan is a computer program that is hidden in a useful software
application and actually used to gain access to your computer. It then
Trojan
performs malicious actions such as displaying messages or erasing files.
Trojans may be found in a hacked legitimate program or in free software.
Interactive, audiovisual meeting between two or more people in different
Videoconference geographic locations using two-way video technology.
A virus is a malicious self-replicating program that spreads by inserting
copies of itself into other executable code or documents, and whose sole
Virus
intent is to cause problems on a computer. It acts in a way similar to a
biological virus, and the infected file is called a host.
What you see is what you get. (pronounced 'wizzy-wig').
WYSIWYG
A WYSIWYG application enables you to see on the screen exactly what will
appear when the document is printed.
World Wide Web: A hypertext information system consisting of a network of
WWW
web pages which runs on the Internet and can be accessed with a browser.
A computer worm is a self-replicating computer program, similar to a
computer virus. It infects additional computers (typically by making use of
Worm
network connections), often clogging networks and information systems as it
spreads.
To zip a file is to compress it so that it occupies less space in storage and
Zip
can be transferred quickly over the Internet.
Program
(http://www.learn-english-today.com/vocabulary/computer_vocab.htm)
Using the Internet
Discuss the following in small groups.
•
•
•
Which are your favourite websites?
Why and how often do you visit them?
Which of these are the most important characteristics of a good website?
A. good graphics
B. easy navigation
C. interesting information
D. fun to visit
E. useful links
F. helpful with your work or studies
G. other
Match the words with the definitions.
1.
2.
3.
4.
5.
to click
user-friendly
to download
cyberspace
to browse
A.
B.
C.
D.
E.
6. search engine
F.
7. portal
G.
8. online
9. webpage
H.
I.
connected to the internet
easy to operate
to press the mouse button
to search the internet
the imaginary place where
Internet data exist
to transfer information from the
Internet to a computer
website which helps you to
find other websites
first/front page of a website
website which provides
information and links to other
websites
Complete the sentences with one of the words or phrases from the box.
banner ad link
pop-up box
scroll bar
status bar
task bar
URL
A. If you want to go to another part of a website or to a different website, you can click on a …
on this web page.
B. To get to the website you want, you need to type in the …
C. There are all sorts of useful icons on the …, such as favourites and history
D. Look at the …to see whether you have downloaded all the elements of a website.
E. You can click on the … if you want to move a web page up or down.
F. Sometimes if you click on a link, another part of a website will appear in a ….
DISCUSSION
Which of these is important when buying over the Internet?
Put them in order of importance.
• Good description of product or service
• The product or service is not available in shops
• The product or service is cheaper or easier to buy on the internet
• Quick delivery
• Secure method of payment
• Other
(From Brook-Hart G. (2006): Business Benchmark. Cambridge: CUP. p. 86-87)
WORD FORMATION
Word formation – 1
Complete each sentence with the correct form of the word in capital letters. In some cases
you will have to make a negative form by using the prefix in- or un-.
1. ACCEPT
I’m sorry, but this arrangement is totally ……………… to us.
I’ve just received their letter of …………………….. so we can go ahead.
2. ACT
The unions have threatened to take industrial …………………. .
It’s been a very ……………. day on the Stock Exchange.
The R&D department seems full of ……………….. at the moment.
3. ADD
We’ll be bringing out several …………… to our product line.
There’s an ……………. bonus if I exceed my sales target by more than 10 %.
4. ANALYSE
We’ll need a detailed cost ……………. before giving final approval.
Most …………… think we’re in for a difficult time.
5. APPLY
Unfortunately we can’t interview every …………… .
I sent in my letter of ………….. and they phoned me the next day.
The regulations are not ………………… when there are fewer than 10 employees.
6. ASSIST
We’ll need some financial …………….. to enable us to buy more stock.
He was in a meeting so I spoke to the ……………. manager.
7. ATTRACT
One of the …………….. of the offer is the free training course.
They were offering a very ……………. salary so of course I was interested.
8. COMMERCE
There are so many …………….. vehicles on the road these days!
I’m afraid the scheme is not ………………. viable.
The resort has become so ………….. that we’re going somewhere else.
As well as newspaper advertising, we plan a series of TV ……………… .
9. CONNECT
My ……………. flight didn’t leave until 10 o’clock.
We sent them a letter in ……………. with their offer of an agency.
She has some useful …………… in the hotel trade.
10. CONTRACT
The ………………………….. has told me the office will be ready by next month.
We are ……………………………. obliged to provide adequate security for the shipment.
11. DIRECT
I enclose a map and …………………………… to help you to find our office.
The board of ………………………………. will make the final decision about the scheme.
I found the company by looking in the local trade ………………………….. .
I always deal ……………………………….. with the manufacturer.
There’s been another …………………………… from head office about photocopying.
12. DECIDE
He’ll never make a good manager. He’s so …………………………. .
A …………………….. on the new factory is expected soon.
13. DIFFER
Installing air-conditioning has made all the ……………………….. .
We’ve decided to try a ………………….. supplier this time.
We’ll have to agree to ……………………. I still think it would be better to go by road.
14. DISTRIBUTE
He’s the sole …………………………… in this area, so we’re forced to buy from him.
The increase in petrol prices will push u pour ………………………… costs.
15. ECONOMY
We must …………………………… on electricity, so switch off those lights.
All those wonderful ……………………… haven’t found a solution to our problems.
Word formation – 2
Complete each sentence with the correct form of the word in capital letters. In some cases
you will have to make a negative by using the prefix il-, mis- or un-.
1. EMPLOY
In an area of high ………………… people are desperate to find jobs.
Every ………………….. of the firm is entitled to a 10% discount.
Her …………………….. gets very angry if she uses the phone too much.
I’m looking for temporary ……………………. during the summer holidays.
2. ENGAGE
The line is ……………….. so ’ll have to try again later.
Cancel all my …………………… for the rest of the day, please.
3. EXPENSE
It’s ……………………. to send the goods by air but they’re needed urgently.
They offered her 15,000 pound plus …………………… .
Unfortunately, ………………………… on the project was much more than expected.
His ………………….. claims are being looked at by the Chief Accountant.
4. EXPLAIN
If you read the ………………………. leaflet, everything should become clear.
We’re waiting for an ……………………….. of his behaviour in the meeting.
5. EXTEND
We’ve decided to agree to their request for ……………………. credit.
Could I speak to Miss Charles, please? I think it’s …………………….. 272.
The factory was …………………………. damaged in the fire.
To some ………………………… I agree with her conclusions.
6. FINANCE
Her ……………………. adviser is convinced the project will be a success.
If the company is ……………………….. sound we might consider taking it over.
7. GROW
There is a ……………………….. awareness of the need to improve productivity.
The government is worried about the …………………….. in public expenditure.
8. IMPRESS
It’s important to create a good …………………… when meeting clients.
The results from our new French subsidiary are very ……………………… .
I’m afraid she was …………………… by our presentation.
9. INDUSTRY
In this high-tech world, ………………………… espionage is on the increase.
Mr Fredericks, a prominent ……………………., will head the committee of inquiry.
In some of the more ………………….. countries pollution is a big problem.
10. INFLATE
I’ve no intention of paying such …………………. prices!
At the moment …………………. is running at 20%.
The government must take steps to halt the …………………… spiral.
11. INFORM
Please let me know is you need any more …………………… .
I enjoyed her talk. It was very ………………………. .
I’m afraid you’ve been ……………………… She no longer works for us.
12. INSTRUCT
The boss has left ………………………….. that she’s not to be disturbed.
I can’t make head nor tall of this ………………………… manual.
13. INTRODUCE
The chairman made some …………………………… remarks and then she gave her talk.
I’d like to welcome Jane Philips, who, I’m sure, needs no ……………………. .
14. INVEST
These shares have given me a good return on my …………………….. .
Small …………………… were advised to hold on to their shares.
15. KNOW
We need somebody with a good working ………………….. of French.
Our company is virtually ……………………. abroad.
She’s obviously very ………………………… as far as marketing is concerned.
16. LEGAL
It’s …………………… to sell such goods without a proper permit.
They questioned the ………………….. of the company’s action.
Word formation - 3
Complete each sentence with the correct form of the word in capital letters. In some cases
you will have to make a negative form by using the prefix dis- or un-.
1. MANAGE
Since the …………………………. buy out profits have risen sharply.
The ………………………… Director sent a letter to every member of staff.
It makes sense to break the task up into ………………….. steps.
2. NEGOTIATE
The salary is ……………………….. so how much do you think I should ask for?
Unfortunately, ………………………… with the union have broken down.
3. OCCUPY
The block has been ……………………… since the fire.
Dust is an ……………………. hazard in this factory.
4. OPERATE
The oil rig should be in …………………….. by tomorrow morning.
We expect an ………………………….. profit of at least 20 million francs next year.
The scheme should be fully ……………………. by this time next year.
The switchboard ………………………… was unable to find the person I wanted.
5. OPT
Although insurance in ……………………, we strongly recommend it.
I want to leave my …………………… open, so I haven’t given him my answer yet.
6. ORIGIN
We ……………………… intended to close only three of our branches.
The idea is said to have ………………………….. from the Sales Department.
Her proposal showed a lot of ……………………….. perhaps too much, in fact.
7. PREFER
We’ll obviously give ………………………… to candidates with previous experience.
They gave her the loan at a ……………………………. rate of interest.
8. PRODUCE
The new model should be in …………………………. in three months.
The finished ………………………. must leave the factory in perfect condition.
I’m afraid our talks with the manufacturers have been ………………….. .
Any …………………….. bonus will be paid every 4 months.
9. PROFIT
Any line which proved ……………………. was immediately discontinued.
Couldn’t some workers be more ………………. employed in other departments?
Doubts have been expressed as to the ……………………….. of the business.
10. RESTRICT
They have imposed …………………………. on the sales of certain electronic goods.
Such …………………………… trade practices are not in the public interest.
I’m afraid access to this information is ………………………… .
11. SATISFY
What job ………………… can anybody get from working on an assembly line?
We hope the discussions with our creditors will have a ……………………… outcome.
The customer was ………………… with the service and complained to the boss.
12. SYSTEM
You need to have a …………………………… approach in this type of work.
We need to carry out this survey …………………………. .
13. SUIT
I’m not sure about the ……………………. of the site for the new factory.
We now have to find a ………………………… name for our new chocolate bar.
14. VARY
Our company produces a great ………………………… of toys.
Remember the interest rate is ……………………, so you could have problems.
They put forward ……………………….. suggestions but none was acceptable.
KEY: Word-formation1
1. unacceptable, acceptance
2. action, active, activity
3. additions, additional
4. analysis, analysts
5. applicant, application, applicable,
6. assistance, assistant
7. attractions, attractive
8. commercial, commercially, commercialised, commercials
9. connecting, connection, connections
10. subcontractor, contractually
11. direction, directors, directory, directly, directive
12. indecisive, decision,
13. difference, different, differ
14. distributor, distribution
15. economise, economists
Word-formation 2
1. unemployment, employee, employer, employment
2. engaged, engagements
3. expensive, expenses. expenditure, expense
4. explanatory, explanation
5. extended, extension, extensively, extent
6. financial, financially
7. growing, growth
8. impression, impressive, unimpressed
9. industrial, industrialist, industrialised
10. inflated, inflation, inflationary
11. information, informative, misinformed
12. instruction, instructions
13. introductory, introduction
14. investment, investors
15. knowledge, unknown, knowledgeable
16. illegal, legality
Word-formation 3
1. management, managing, manageable
2. negotiable, negotiations
3. unoccupied, occupational
4. operation, operating, operational, operator
5. optional, options
6. originally, originated, originality
7. preference, preferential
8. production, product(s), unproductive, productivity
9. unprofitable, profitably, profitability
10. restrictions, restrictive, restricted
11. satisfaction, satisfactory, dissatisfied
12. systematic, systematically
13. suitability, suitable
14. variety, variable, various