2. Write a sentence (statement/question) using the time expression in brackets. Write something that you might say in real life, in a professional or personal context.

1. (already)

2. (yet)

3. (ever)

4. (never)

5. (just)

6. (for)

7. (since)

8. (always)

9. (by the end of the year)

10. (in six months)

2. Choose a company to talk about/write about. Make up a list of questions about the company's recent progress/ failures. Use Present Perfect Simple and Present Perfect Continuous, question forms How long/how much/how many and the phrases given below.

meet sales targets/ do well/ sign contracts/ cut costs/ find clients/ / find suppliers/ automate processes/ go international/ increase profit/ diversify production/ launch website/ develop a new customer service/ face bankruptcy/ increase brand awareness/ prepare an annual budget/ etc.

Case Study

What is Marketing?¹³

Read the case and discuss the following questions in groups. Come up with a solution to the problem:

1. What do you think “Pull a Partner” could have done differently?

2. “Pull a Partner” thought they had a winning idea, but failed to succeed due to a number of reasons. If “Pull a Partner” had better matched the four elements of the marketing mix, would it have been successful?

3. What else could “Pull a Partner” have done to better promote themselves in light of the 4Ps?

Pull a Partner is a new speed dating business based in Leicester. Speed dating is where you have up to 30 dates in one night where each date lasts approximately 3-4 minutes. As you finish each speed date, you decide whether you want to meet that person again or not. If you like the person, you put 'X' on your sheet. You can leave it blank if you did not like that person. For every person you have a match with, your details will be shared with one another.

The venture is the love child of a Business Studies teacher and a friend who runs a marketing business, who spotted a gap in the market. There is a large number of single people out there with limited opportunities to meet their one true love. Speed dating is arguably a low cost-high returns venture. So what can go wrong?

Pull a Partner believed it had thought of everything. Speed dating is a service that appeals to both males and females, regardless of age, religion, culture and so on. It is a non-discriminatory service open to all as long as they are single.

The business thought it was on to a winner when it secured a free booking to use a large area of a famous pub in Leicester. Given the low costs faced by the business, competitor pricing seemed the best strategy. With competitors in the region having prices ranging from £20 to £45, Pull a Partner believed that in undercutting the competition at a rate of £10 per person it had the ingredients of success. When it came to promotion, it used everything from social network advertising to classified sites like Gumtree. However, the event ended in disaster. With only 9 females and 3 males, the event met an embarrassing end.

Translation

Translate the sentences focusing on the underlined terms.

Customization

1. CedarWorks uses mass customization, lean manufacturing and sophisticated direct marketing techniques to produce wooden playsets and youth furniture.

2. "We were never a custom shop," says Brown, explaining how mass customization techniques deliver individualized packages for each customer while still allowing manufacturing efficiency in production.

3. Mass customization at some level has become reality in virtually every industry, from shoes to books to automobiles.

4. The "configure to order" model pioneered by Dell is one approach to mass customization: Dell customers can configure many aspects of their computers but must work within the framework that Dell provides.

5. The potential for customization that Dell provides, however, is limited because configure-to-order isn't design-to-order.

Loyalty

1. The economic downturn has created a type of consumer that is looking for specials, bargains, discounts and daily deals. In this climate, it becomes harder for businesses to build loyalty to their brand.

2. Whether you use a mobile-based loyalty program, or a paper punch card, rewarding loyalty can be a great long-term strategy for any business or organization.

3. The gift, gratitude and knowledge of your customer takes the relationship to a new level. You are building loyalty and enhancing value.

4. Placing a high priority on customer loyalty through communication pays off, not only by keeping the customers you have, but in the referrals they give you.

5. Each year over $2 billion is spent in the pursuit of customer loyalty and firms spend ten times the required amount to get the same result.

Writing

1. Write a proposal about marketing strategies for an online business. In your proposal, you should include your suggestions for introducing or improving marketing tools for your online business. Say what results you expect from these changes. Include all necessary details about your business and write at least 250 words. Use the suggested structure of the proposal below.

Suggested structure:

• Introduction

• Overview

• Marketing Strategies

• Key Strengths

• Anticipated results

• Conclusion

2. Write about the following topic: Some attendees at the 2013 International BMA Conference, insisted many core issues facing business-to-business marketers haven't changed over the past five decades. Do you agree or disagree? Why? Give reasons for your opinion and include any relevant examples. Write at least 250 words.

Culture

Ten Tips for Cross Cultural Communication¹⁴

Read the text and discuss the following questions:

1. What are the basic rules of business communication?

2. Which of the rules are similar to the Russian ones?

3. Which of the rules below are new to you?

Many cultures have certain etiquette when communicating. It is always a good idea to undertake some cross cultural awareness training or at least do some research on the target culture. Cross-cultural communication is about dealing with people from other cultures in a way that minimizes misunderstandings and maximizes your potential to create strong cross cultural relationships. The above tips should be seen as a starting point to greater cross-cultural awareness.

Slow Down

Even when English is the common language in a cross cultural situation, this does not mean you should speak at normal speed. Slow down, speak clearly and ensure your pronunciation is intelligible.

Separate Questions

Try not to ask double questions such as, "Do you want to carry on or shall we stop here?" In a cross cultural situation only the first or second question may have been comprehended. Let your listener answer one question at a time.

Avoid Negative Questions

Many cross cultural communication misunderstandings have been caused by the use of negative questions and answers. In English we answer 'yes' if the answer is affirmative and 'no' if it is negative. In other cultures a 'yes' or 'no' may only be indicating whether the questioner is right or wrong. For example, the response to "Are you not coming?" may be 'yes', meaning 'Yes, I am not coming.'

Take Turns

Cross cultural communication is enhanced through taking turns to talk, making a point and then listening to the response.

Write it Down

If you are unsure whether something has been understood write it down and check. This can be useful when using large figures. For example, to write down a billion as 1,000,000,000.

Be Supportive

Effective cross cultural communication is in essence about being comfortable. Giving encouragement to those with weak English language skills gives them confidence, support and a trust in you.

Check Meanings

When communicating across cultures never assume the other party has understood. Be an active listener. Summarize what has been said in order to verify it. This is a very effective way of ensuring accurate cross cultural communication has taken place.

Avoid Slang

Even the most well educated foreigner will not have a complete knowledge of slang, idioms and sayings. The danger is that the words will be understood but the meaning missed.

Watch the humour

In many cultures business is taken very seriously. Professionalism and protocol are constantly observed. Many cultures will not appreciate the use of humour and jokes in the business context. When using humour think whether it will be understood in the other culture. For example, British sarcasm usually has a negative effect abroad. Maintain Etiquette