Language learning | English » EBC 1 Pilot Class, FT Preparation, Lesson 6-10

Source: http://www.doksinet EBC 1 BP pilot class EBC1 vocab collection – Part 2 (for FT) Class notes Lesson 6 to facilitate = to support to capture information targeted advertising erleichtern, ermöglichen, fördern Informationen erfassen zielgerichtete Werbung relative pronouns: that – only defining, never with comma! refers to a person or thing who – defining & non defining refers to a person which – defining & non defining refers to a thing or previous cause what – “that which” -> no direct referent in sentence but means “the thing(s) which” Defining clause (no comma): essential to the meaning of sentence; if the clause is left out, the sentence‘s meaning is not the same Non-defining clause (comma): non-essential to the meaning of the sentence; if the clause is left out, the sentence‘s meaning remains the same market penetration market development product strategy revision/development diversification (different kinds of goods) (≠

simplification) unbranded goods = generic products = no-name product à without any special features No-Name-Produkt own label = private brand = store brand = dealer´s brand = retailers brand à under name of distributor (Tesco, Aldi) Eigenmarke manufacturer brand (= registered; trademark) à owned by manufacturer, usually same name (Apple, Mercedes) Markenartikel product line = group of similar products (similar features/characteristics) Produktreihe product range = group of related products (all product lines offered) Sortiment product mix = product range & special advertisement Produktmix brand stretching -> using an established brand name on new products Markendehnung line extension -> new product closely related to existing one Produktlinienerweiterung portfolio planning Portfolioplanung example: NIVEA – one brand name for all product lines Source: http://www.doksinet EBC 1 BP pilot class merchandise Handelsware, Güter produce Erzeugnisse intangible

immateriell industrial/capital goods Investitionsgüter consumer durables = shopping goods -> bought under long & good consideration consumer non-durables langlebige Konsumgüter mass market products -> aimed at a large number of people niche market products -> only for small part of market branding / brand (name) Massenprodukte to phase out auslaufen lassen to withdraw absetzen launch Produkteinführung detergent Wach-/Reinigungsmittel label Firmenmarke, Label fast-moving consumer goods (FMCG) schnelldrehende Konsumgüter niche market Marktlücke, -nische, Nischenmarkt revision Verbesserung, Änderung upmarket gehoben mid-market im mittleren Segment own-market im unteren Segment development (Produkt-)Entwicklung diversification (≠simplification) Diversifikation, Sortimentserweiterung market penetration Marktdurchdringung market development Marktentwicklung packaging Verpackung flop Flop, Misserfolg manufacturer brands

Herstellermarken product life cycle Lebensdauer eines Produkts own brands Haus-, Eigenmarken withdraw zurückziehen (vom Markt) private label Handelsmarke kurzlebige Konsumgüter Nischenprodukte Markenkennzeichen / Marke Source: http://www.doksinet EBC 1 BP pilot class Company Profile – great vocab/collocations • • • • • • • • • • • in order to showcase its quality to add different to its product offer offering discounts and tax reductions CIY Ltd. stands for Cook it yourself and lives up to its name an innovative start-up in just 5 years, we have become Austria’s market leader in our business sector have doubled our turnover year for year our aim is to make the business flourished to go global to donate 5% of all proceeds to • • • • • • • • • • • • to receive a discount to exceed expectations to enter a market to realize a vision to select qualified volunteers/applicants to expand a company’s product range/customer

base to raise capital for expansion abroad overseas operations sustainable minimal costs the company’s commitment to smth a range of possibilities Lesson 7 Conditional Practice type 0 Conditional 1: Conditional 2: Conditional 3: promotional issues; promise, 100% fix (no will) If you eat a lot of vegetables, you stay healthy. if + present, will + infinitive (likely to happen) Provided (=If) it rains tomorrow, I will go to the store. if +past, would +infinitive (possible but not as likely to happen) If I wrote a book, it would be a best seller. if + past perfect, would + have + past participle (impossible, never happened) If I had gone to the party, I would have seen you there. NOTE: (NEVER WILL/WOULD in the If-sentence!) “would” vs. “might” -> might is more doubtful! retailers brand = own-label = private brand = store brand = dealer´s brand ≠ manufacturer brand (=registered) unbranded goods = generic product / no-name ≠ generic brand NONSENSE Source:

http://www.doksinet EBC 1 BP pilot class Lesson 8 S2S linkers – connect ideas between sentences: sentence-to-sentence e.g I got up late today As a result, I missed my bus C2C linkers – connect ideas within a sentence: clause-to-clause e.g I missed my bus because I got up late today Fanboys – used as both S2S and C2C: for, and, nor, but, or, yet, so e.g I got up late today, so I missed my bus I got up late today. So I missed my bus Useful linkers for emails & company profiles S2S C2C adding points in addition, furthermore, too, as well, likewise, moreover, whats more, also, and, or, nor and, while, or, nor contrast however, nevertheless, nonetheless, though, in/by contrast, but, yet although, though, even though, yet, whereas, but time sequence initially, firstly, secondly, subsequently, finally, previously, in the end before, after cause/reason for effect/result therefore, consequently, hence, thus, as a result, so, all in all, on the whole because, since, as,

in order to, for so changing to another point as regards, regarding, as to, with/in reference to, with regards to, concerning E-Mail Writing – Communication Goals 1. Explain known problems with launch of Persil 2. Give a solution – explain to make convincing and get a response to the suggestion 3. Needs to say by when, ie give a specific time Subject line: specific topic + deadline; short, clear and effective! • • • • • • • • Appropriate Letter/Email Format (salutation, body, closing) Check! All content points given in task & clear request for action given Polite and indirect language use Clear paragraphing Text is well-structured, cohesive & your logic is made clear –> to guide your reader through the text and show your logic using cohesive devices, linkers, pronoun use and other organizational features to guide reader easily through text Appropriate business terminology/collocations (the more the better!) Appropriate and clear language use Formal

and precise (business) vocabulary/phrasing o Complete sentences and correct grammar & punctuation Source: http://www.doksinet EBC 1 BP pilot class Lesson 9 describing an ad: picture + colours + slogan/tagline + logo delay in delivery = Lieferverzug dispatch of goods = Warenversand contract = an offer, that has to be accepted = Vertrag discounts: initial / loyalty / quantity = bulk / seasonal / cash discount payment terms: on open account – offene Rechung (Skonto -> when promptly paid) within 30 days of receipt of goods - Zahlungsziel prices are subject to change without notice – Preise können ohne Vorankündigung geändert werden cash terms: (≠ credit terms) COD – cash on delivery CWO – cash with order Zahlung per Nachnahme Zahlung per Bestellung cashterms (you pay before delivery) -> Barzahlungsbedingungen credit terms -> Kreditbedingungen; Zielkauf to deliver sth = liefern (on delivery) to supply sb = beliefern to dispatch = versenden to notice =

bemerken to note = merken, beachten to notify = vermerken, informieren (= to tell) to ensure = sorgen für to assure (promising!) = jdm. versichern, dass to check (verify) = kontrollieren to control = steuern order = Bestellung (≠ demand) prospects brochure celebrity endorsement = testmonial venue to provide -> provision commission panel mail order intermediary = middleman open-plan office zukünftige Kunden Prospekt Befürwortung/Werbung durch einen Promi Veranstaltungsort zur Verfügung stellen Provision Kommission Versandhandel Zwischenhändler Großraumbüro Lesson 10 CRM – Customer Relationship Management customer lifetime value -> keep existing customers because they may become more valuable over time Market space = desired environment/setting/situation/atmosphere in which the customer uses a product Source: http://www.doksinet EBC 1 BP pilot class Vocab collection – Exercises Unit 4 – Marketing Note: at Final Test -> definition OR translation from

German! (p 48ff) Marketing – compound nouns brand identity – what people think or feel about a particular brand brand awareness – the extent to which people know about or recognise a brand brand personality – the special human qualities that a brand suggests to people brand loyalty – supporting a brand by not changing to other brands brand extension – using a successful brand name to sell new types of products brand switching – when a customer buys a different brand to the one bought in the past brand image – the brand´s name and visual appearance, or how it looks brand conscious – interested in fashionable and famous brands and wanting to buy them brand strategy – the plan for developing a brand to meet its objectives press release – statement made to journalists by a large organisation marketing mix – often referred to as the 4 or 7 Ps disposable income – money you are free to spend or save (eg after paying tax) response rate – percentage of people

replying to a questionnaire/survey field research – collecting primary data, i.e not from your desk to appeal wirken to associate zuordnen, verbinden, assoziieren to suggest sth. to sb jmd. etw vorschlagen to convey ( a message) überliefern to express a feeling ein Gefühl ausdrücken to sue sb. jmd. verklagen to shun meiden edible / non-edible essbar / ungenießbar to accommodate sth anpassen copyright infringement Urheberrechtsverletzung lack of/flawed market research Mangel an/fehlerhafte Marktanalyse obsolete überflüssig p. 50f customers: upmarket – more expensive products choosy demanding discerning – well informed, can make judgements sophisticated – complex -> difficult to please but in a good way mature – educated Source: http://www.doksinet EBC 1 BP pilot class p. 54/55 Exam Preparation to take steps to minimise risk to avoid costly mistakes Maßnahmen ergreifen, um Risiko zu minimieren kostspielige Fehler vermeiden to expand

internationally international expandieren/sich ausweiten to seek – sought – sought to do sth. anstreben to impose ones corporate culture across the world to frown upon die eigene Unternehmneskultur der ganzen Welt auferhängen bissbilligen; nicht gerne sehen to jeopardise success = to put at risk Erfolg auf´s Spiel setzen/gefährden bribes Bestechungsgelder to default on = fail to fulfill -> to default on a debt vital eine Verpflichtung nicht einnhalten -> Schulden nicht bezahlen wichtig, unverzichtbar crucial entscheidend, wesentlich caution Warnung deposit Kaution to appreciate = to value wertschätzen definitions/synonyms domestic – home notoriously – well known, typically from sth bad (negative) established – well known, typically from sth good (positive) launch – introducing to a new market rival – competitor to pull out – to withdraw retailers – sellers of goods to the public rather than for resale bribes – money given to persuade

so. to help in some way, especially by doing sth dishones copyright – what you own if you create an original piece of work such as a book or software programme (patent = registered/protected) Unit 5 – Sales and Promotion Sales - compound nouns sales representative (AußendienstmitarbeiterIn) sales promotion (Verkaufsförderung, Sonderangebot) sales pitch (Verkaufspräsentation/-masche) sales forecast (Umsatzprognose) sales figures (Verkaufszahlen) sales assistant (VerkäuferIn) sales channel (Vertirebswege) è zero stage/ one stage / two stage channel distribution Source: http://www.doksinet EBC 1 BP pilot class prospects – potential customers covert advertisement = Schleichwerbung venue = Veranstaltungsort (≠“location”) commission = Provision loss leader = Lockvogel p. 60 – Language Focus Advertising to play on sth sich etwas zu Nutze machen to raise awareness Aufmerksamkeit erwecken to evoke a feeling/a sense of ein Gefühl hervorrufen to appeal to senses and

emotions auf Sinne und Gefühle einwirken to appeal to a target group bei einer Zielgruppe gut ankommen to direct at teenagers sich richten an Jugendliche to convey a message (in an ad) eine Nachricht übermitteln (über Werbung) to enhance = to make better verbessern, aufwerten font Schriftart tagline = catch phrase Slogan dressing gown Morgenmantel eye-catching ad(vertisement) auffallende Werbung smooth delivery reibungslose Anlieferung delay in delivery Lieferverzug payment in instalments Ratenzahlung to place an order Bestellung aufgeben to receipt of order Auftragseingang invoice Rechnung, Faktura pro forma invoice – contract already binding! = invoice sent before delivery Proformarechnung (legt Wert der Warensendung dar, fordert nicht zur Zahlung auf) am Weg beschädigt damaged in transit p.66/67 SALES to be on sale – im Angebot sein (zu reduziertem Preis) to be (not) for sale – (nicht) zum Verkauf sein to go on sale – auf den Markt komen

at/in the sales – beim Ausverkauf to work in sales – als VerkäuferIn arbeiten Source: http://www.doksinet EBC 1 BP pilot class to place/process an order to do/carry out research to make/file a complaint to set/miss a deadline to launch/introduce a new product to issue/send out a press release to come in/be sold in different sizes to come with/be sold with accessories eine Bestellung aufgeben forschen eine Beschwerde einreichen den Abgabetermin festsetzen/verpassen ein neues Produkt einführen eine Pressemitteilung veröffentlichen in verschiedenen Größen verkauft werden mit Zubehör verkauft warden mail order (Versandhandel) – a system of buying and selling goods through the post intermediary = middleman (Zwischenhändler) – people or companies that buy goods directly from the supplier and sell them to somebody else bricks & mortar business (konventionelles Geschäft [Gegenstück zum Internetshop]) – traditional business serving customers in a building as distinct

from an online store overstocks (Übervorrat) – goods of which you have more than you need early adopters (Erstanwender) – person/business who uses a new technology before others refund (Rückerstattung) – a sum of money paid back to you banned (verboten, unerlaubt) – not allowed -> to ban (= etw. untersagen) direct merchant vs. retailer vs marketer to buy directly from the mills/manufacturers; to sell directly to customers mark-ups of middlemen Preisaufschlag der Zwischenhändler by mail order über Versand typo Tippfehler guarantee period Garatiezeitraum unconditional guarantee unbedingt/allgemeine Garantie exchange vs. refund of the purchase price Autausch/Rückerstattung des Kaufpreises p. 70/71 data warehousing Datenlager disparate (information) ungleichartige (Informtion) encompass umfassen (product) guise Erscheinung to coin a phrase einen Ausdruck prägen to bring home (to sb) klar machen aggregating ansammeln nimble wendig, flink

distribution channel Absatzweg, Vertriebszweig Source: http://www.doksinet EBC 1 BP pilot class Acronyms (have a look at p.319/320!) FMCG – Fast Moving Consumer Goods (toothpaste, soap, pen, newspaper, cigarettes) BOGOF – buy one get one free How to produce effective advertisement: PPPP – Picture, Promise, Proof and Push to act AIDA – Attract Attention, create Interest, arouse Desire and prompt Action WIFM – Answer the customer´s question: What´s in at for me? COD – cash on delivery CWO – cash with order Zahlung per Nachnahme Zahlung per Bestellung CRM – Customer-Relation-Management NOTE: additional study tips ü Read the texts and go through the exercices done together in class/as homework; make sure you know the collocations/certain business terms! ü relevant/new vocab is summarized in this vocab collection J However, this list is not complete and only based on my personal notes I took in class and while reading the texts in the book! ü do some exercices

and the Sample Final Test/Exceptional Test on Learn ü prepare vocabulary for successful email-writing! ü Additionally to this summary of all the PPT slides and notes made in class, have a look at the following pages in the BP coursebook: Business Communication Business Terms Acronyms p. 206 – 214 p. 276 – 278, 280 – 282 p. 319/320 ü Go through the online exercises on www.klettde/online ü Have a look at your own notes and especially the vocabulary list Part 1, so from Lesson 1-5 FT: Final score: 60/100 points overall needed to pass 5% Participation 5% Homework 20% Mid-Semester Test (MST) -> divide MST score by 2 = # of points/100 of the total final score 70% Final Test (FT) GOOD LUCK! J