English for busisness Communication PDF

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English for busisness Communication 1 Products and services Describe the features of a product: -

The shape: the form it has The size: dimensions The weight The materials

1.1 Physical description of a product Questions: -

What shape is it? How long is it? Can you give me the dimensions? How much does it weigh? What’s is made of? What size is it? How wide is it? What colour dress did you buy?

1.1.1 What is it made of?

Composite: made of several things

1.1.2 Shapes and lines

Shape – shaped: A card in the shape of a heart – a diamond-shaped buckle

1.1.3 Dimensions Adjectives – Nouns -

Long – length

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Wide – width High – height Deep – depth o Diameter  Area (oppervlakte)  It measures 60 cm by 20 cm. So that’s 1,200 square centimetres.  M²  Volume (inhoud, grootte)  It meausures 3m by 1.5m. So that’s 6 cubic metres.  M³

It’s 8 mm in length / width … It’s 40 cm in diameter. It ranges in height from 3m at one end to 3m at the other. !PLURAL! -

Three metres  three-metre square monitor Two litres  two-litre bottle

1.2 The features of a product Features of a product: the important and interesting things that help to sell it. -

Well made  badly made Reliable  unreliable / faulty / defect Discounted price  full price Value for money (=good price-quality ratio)  overpriced / rip-of High standard of service  poor service Upmarket  downmarket

For half price: tegen/voor de helft van de prijs To prefer X to Y: X boven Y verkiezen Coach: reisbus Appalling: terible, shocking Bargain: koopje  rip-of To take something back: to return Refund: money that is given back to you if you are not satisfied with the goods or services that you have paid for (teruggave, terugbetaling) Our carpooling system is much cheaper for the staf. It’s more economical (costs less to run, saves money). Our new car is much easier to park. It’s very practical for driving in the city centre (useful). The new reception area looks more modern. It’s quite stylish. They took a long time planning the new model. It’s quite well-designed (planned and well-made). The new office furniture is exactly what we needed. It’s functional (useful with little decoration). The operating system on my computer is easy to use. It’s very user-friendly. The compact design of the machine allows it to be stored easily. I really like our new uniforms. They’re really attractive. -

Functional: useful: practical Ultra-light: weighing very little Brand-new: not yet used, completely new State-of-the-art: high-tech/the newest Easy-to-maintain: not difficult to keep in good condition (by checking and repairing regularly)

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Innovative: new/original Of-the-shelf: available to buy without being ordered specially Tailor-made: customized/personalized Made-to-measure: made to fit one particular person or thing Hard-wearing: (duurzaam) strong/long-lasting Labour-saving: makes it easier to do the job Waterproof: water cannot pass through Afordable: reasonably prices Sophisticated: advanced in design Mass-produced: produced in large quantities by machines (of standardized articles-

Reference list: Adjustable Afordable Attractive Best-selling Brand-new Built-in Compact Convenient Cost-efective Customized Easy-to-clean Easy-to-maintain Economical to run Efficient Energy-efficient Environmentally-friendly Expandable Fully automatic Functional Hands-free Revision exercise: -

Hard-wearing High-performance High-quality High-speed High-tech Innovative Integrated Labour-saving Limited edition Long-lasting Low-cost Low-risk Made-to-measure Man-made Mass-produced Modular Of-the-shelf One-touch Optional Portable

Practical Real-time Reliable Revolutionary Secure Shock-absorbent Sophisticated State-of-the-art Stylish Tailor-made Time-saving Trouble-free Ultra-light Unique Up-to-date User-friendly Waterproof Well-built Well-designed Well-made

Een gouden medaille: a gold medal Hoeveel weeg je?: How much do you weigh? Driehoekig: triangular Zes kubieke meter: six cubic metres Breedte: width Duurzaam materiaal: hard-wearing material Een betonnen brug: a concrete bridge (reis)bus, autocar: a coach Betaalbare woningen: afordable housing Op maat (gemaakt): made-to-measure Betrouwbaar: reliable Een gebogen naald: a curved needle

1.3 Services  product : A particular type of help or work that is provided by a business to consumers, but not one that involves producing goods. Collocation: to provide/ to ofer/ to supply a service

Services ofer intangible value beyond a physical, tangible product. Service

How does the service make their life easier or what does it allow them to do? Delivery on time – maintain good relationships with customers Keeping up-to-date Managing time – faster – 24/7

Delivery- courier service Mobile phone news update service Online shopping Daycare center-crèche

1.4 Upmarket- downmarket The way they look Prices Quality of service Quality of goods Examples

Upmarket Fancy, bright, attractive, variety, weight range Generally high Good service, no queries, diversity Good Delhaize

Downmarket Warehouse, dull, nasty Low Low, little service, long queues Generally ok, bad, little choice Aldi-Lidl

This activity focuses on language for giving advice (and warnings), i.e. what someone should or should not do. Giving advice: -

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You should = ought to = ‘d better improve the heating I would advice = recommend you to improve the heating Remember to… Don’t forget to … Make sure (that) you … It’s a good idea to …

Giving warning: You shouldn’t sell: you’d better not sell rotten food. I’d advise you not to sell… Never ever sell… (strong warning)

1.5 Mass production vs manual labour In the past: Cars were built using manual labour, i.e. they were produced manually (by hand) one car at a time. This was a slow an expensive process. Nowadays: Cars are mass produced. Manufacturers produce large numbers of the same product very quickly, using industrial processes. Henry Ford introduced the first ever ‘moving assembly line’, or conveyor belt (lopende band, transportband) to his factory in 1913. Mass production: Customers

Workers

Advantages Lower prices – lower costs economy of sale faster: reduced lead time more reliable more choice – diversity - customized Higher wages > higher profits fewer boring repetitive tasks

Disadvantages Beginning: all cars were the same more pollution

Beginning: fewer jobs, less work stressful, boring jobs, always the same

Whereas mass production refers to the production of a large number of similar products, a niche market is a small market segment, aimed at satisfying specific market needs. Niche products are often (but not always) more expensive than generic products.

1.6 ISO -

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What does the abbreviation ISO stand for? International Standards Organization – International Organization for Standardization What is ISO? It is an international organization which sets international quality and safety standard for industry and business (i.e. standard for size, shape… and technical features of industrial goods, electrical products, services, …) What are the benefits of ISO international standards for businesses? Businesses believe international standards can help them to ofer customers guarantees of quality, access new markets and increase their exports. Two well-known management system standards are ISO 9,000 and ISO 14,000. What type of standards are they? o Quality management o Environmental responsibilities

Clean and profitable? In many homes, you hear the same things: ‘Every time I come home, the lights are on. It’s such a waste of electricity!’ or ‘Are you still talking on that phone?’ Families can save money by saving energy, and so can companies. In big business saving on energy can be very economical, as well as better for the environment. When Delphi Saginaw registered to get ISO 14000 certification they started ‘energy walks’ during shutdown periods such as weekends or holidays. Inspectors from the company moved around the plant looking at ways to save energy and increase efficiency. They discovered that employees didn’t turn of the water during shutdown because they thought the cost of the water was so small it didn’t matter. All this water then went for cleansing treatment even if it was already clean: this cost 40 per cent extra water in treatment! Delphi is now increasing its eforts and computerizing the energy monitoring system. As a result the company expects to save $14 million annually. Doing what’s right for the environment and achieving your business goals is sometimes the same thing. How did ISO 14000 help this company to -

Save energy? After accepting ISO 14000 the company started energy walks. One of the energy walks showed the company was wasting energy on unnecessary water cleansing. Reduce costs? The company is now computerizing its energy monitoring system and expects that this will save them $14 million annually.

A waste > to waste: verspilling To register: zich inschrijven Shutdown periods: sluitingstijd The plant: de fabriek, het bedrijf To cleanse: reinigen, zuiveren Annual(ly): every year To achieve your goals/ambitions Economic  economical: -

Economical: using moning, time, goods carefully without wasting any (spaarzaam, zuinig)

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Economic: profitable, economy (winstgevend)

True or False: -

The article is about cutting energy costs at home. o False, it’s about the domestic market, but about cutting energy costs in business. The inspectors looked round the factory every day. o False, they looked round the factory during shutdown periods like weekends or holidays Employers thought cutting water losses wasn’t important. The factory had to clean all the water it used. A computer system has always checked the use of energy. o False, the company is now installing a computer system to monitor energy use. The company hopes to save $14 million a year.

2 Brands 2.1 Brand loyalty How loyal are you to the brands you have chosen? Research has shown that het main reason people buy a particular brand is that they believe it is the leading (most important and most successful) brand.

2.2 Brand management Brand management is the way in which a company tries to control its brands and the way people think about them. Brand management is nothing more than trying to influence people into thinking that a product suits their lifestyle. Brand loyalty Brand image Brand stretching Brand awareness Brand name

Brand The tendency to always buy a particulier brand The ideas and beliefs people have about a brand Using an existing name on another type of product How familiar people are with a brand (or its logo and slogan) The title given to a product by the company that makes it

Product Product launch The introduction of a product to the market Product The length of time lifecycle people continue to buy a product Product range The set of products made by a company

Market share

Product placement

Market challenger

Product endorsement

When products are used in films or TV programmes The use of a wellknown person to advertise products

Market leader Market research

Market segment

Market The best-selling product or brand in a market Information about what consumers want or need The percentage of sales a company has The second bestselling product or brand in a market Customers of a similar age, income lever or social group

2.3 Succesful brands Consultancy: an organisation that sells expertise and advice in particular areas to other companies. A brand’s main function is a brand conveys a raft of information that helps people to connect with it. A brand’s main function is the brand conveys the idea of identity.

2.4 Marketing and sales The diferent elements of a marketing campaign: -

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include in the new catalogue advertising: press campaign o general or o specialist publications (niche products) mailing ofer a giveaway ofer a discount pricing packaging point-of-sale displays (poster) further: how to deliver your message to the target audience o email o snail mail

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o web advertising o social avenues (LinkedIn) follow-up: prospects are busy and get hundreds of marketing messages each day. You need to continue the dialogue until they opt out or buy.

Well-defined target audience: -

Young Ambitious No time to shop for groceries BUT wanting the experience of cooking together Adventurous / experimental: new recipes

Point-of-sale: a place where a product is sold = shop, store Campaign: a series of activities aimed at advertising a product and increasing sales = sales drive Pricing: deciding how much money has to be charged for something Regular customers: person who frequently buys products or services from a shop or business Domestic: the country where the business is situated  foreign-business Overseas: in other countries = foreign Flier, Flyer: a small adverting leaflet. Giveaway: a ting which is given free when another item is bought Image: picture which people have in their minds of a product or company Mailing: paper advertisement sent to homes or businesses = mailshot Niche market: very small market segment often involving specialised products Packaging: box or bag in which things are sold Catalogue: a book with a list of a company’s products Discount: a reduction on the full price Promote: to encourage people to buy something Advertising: announcing that something is for sale Distribution: getting goods from the maker to the buyer Competition: companies who make similar products to yours

3 Travel 3.1 Starter -

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How often do you travel by air, rail, road and sea? Do you enjoy travelling? What don’t you enjoy about it? In order of importance to you when you travel o Comfort/luxury o Safety o Price o Reliability o Speed The main diferences between business tourism and ordinary tourism? o Budget: business travel is far more expensive, business travellers stay in luxury hotels, fly business class, eat in more exclusive restaurants. o Sightseeing: on a business trip, there is hardly any time for sightseeing. You only see the airport, the hotel and the conference rooms. o More stress: stress can be caused by traffic jams, delays, cancelled flights. You need to stay in constant touch with the office, you take the in-tray with you. You need to manage your work from afar. o Positive aspects are intercultural contacts, working in an international context, travelling for work van be exciting, you might see and experience some of the culture. Why commute long distances? o not leave hometown o not live in a city – too expensive, too crowded o no work nearer home o better job opportunities and career prospects

3.2 Language note: travel(ling), trip, journey, voyage, crossing, flight -

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Travel (uncountable noun) and travelling o General activity of moving from place to place o A travel Journey o Travelling a long distance or travelling regularly o Emphasis on the travelling itself (het onderweg zijn) o First journey = voyage Trip o When you go on a short journey, or a journey you do not usually make, and come back again. o Emphasis on where you are going or why you are going there Voyage: o A long sea journey Crossing: o A fairly short sea journey Flight: o A journey by air

Collocations: -

To make/take a trip – to go on a trip To make a jouney/ to go on a journey = to make a long journey

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To miss a flight  to catch a flight To spend time doing something  doing something takes time How much time do you spend commuting to work every dat? Regular airlines have reduced their fares to win back old customers. Did you have a good journey? Hurry up! We’re going to miss our flight.

3.3 Vocabulary A departure lounge (vertrekhal) at the airport (luchthaven): -

Business class Flight number Travel agency Budget airline Hand luggage = baggage Boarding card

Facilities: extra services in a hotel – for sports or leisure Conference value: a place where large numbers of business people meet. Expenses: costs your company pays for food, hotels, flights when you travel on business Exhibition: an event where companies show information about themselves. List of things which irritate people when flying: -

Not enough leg room Lost or delayed luggage Long queues at check-in Poor quality food and drink No baggage trolleys available Overbooking of seats Flight delays and cancellations Tiredness and jet lag Delays for security checks Oversized hand luggage in the cabin

A journey by air: -

Arrive at the airport and check in Go through passport control Buy some duty-free goods before leaving Go to the departure lounge for your gate Get on the plane and find your seat Fasten your seat belt Take of Have a meal and watch an in-flight movie Land and disembark (get of a ship-aircraft,  embark) Pick up you baggage and leave the airport

Making a reservation by phone: Travel agency Liteways Travel. Can I help you? Certainly. When would you like travel? In the morning, afternoon or evening? Just a moment… There’s a flight at 7.55 a.m.

Traveller Yes. I’d like to book a flight to Berlin. On the 25th, next Wednesday. In the morning, please. As early as possible. That sounds fine. Can you reserve a seat in business

Certainly. Could I have your name and details of your credit card? Sorry. Could you spell that? G-O-M-E-Z. And your credit card? What’s the expire date? Thank you. I’ll put your tickets in the mail today. Goodbye.

class for me? Marcus Gomez, and … G-O-M-E-Z VISA, 2986 0988 9456 4521 November next year. Thank you. Goodbye.

3.4 British vs American English American English Subway Downtown Carry-on baggage One way (ticket) Round trip (ticket) Freeway Restroom Elevator Coach class Schedule Parking lot Line Check Reservation First floor

British English Underground City centre Hand luggage Single (ticket) Return (ticket) Motorway Public toilet Lift Economy class Timetable Car park Queue Bill Booking Ground floor

3.5 Business travellers’ needs Adding value to the guest’s stay: -

Breakfast on a daily basis Membership to the health club Newspapers Transportation to and from the airport A shuttle service to o The local department store o The offices in which the client works

Expression true or false: -

If someone is more savvy than before, they are cleverer, more knowledgeable, … If a company adds value to a particular service, it ofers that same service as before. o Extra service If a range of services takes in a particular service, it includes it. If you do something on a daily basis, you do it once a week. o Once a day If you take a shuttle service to a particular place, you can go there but you can’t come back. o Going and coming back If a hotel drop its rates, it lowers its prices.

Future developments: -

Technology: high-speed Internet, television on demand, lower cost phone calls. Environmental policies: water conservation, low-energy lighting in bedroom.

3.6 Business travellers’ needs

Complete the table below for your article. (You may not be able to answer every point.) You needn't understand very individual words in the text, as long as you understand the gist (= the main idea) of the text. The vocabulary items you have to study are practised in the exercises below. EDMOND MOUTRAN

JOHN COX

job

Chairman of M...