Definicije:

a go-slow or slowdown [usporiti] - a deliberate reduction in the rate of production, as a protest

a product [proizvod] - is defined by marketers as anything capable of satisfying a need or want
a strike [trajk] - a stoppage of work, as a protest against working conditions, low pay and so on
accountant [raunovoa] - person who keeps and checks an organization s financial records
accounting [raunovodstvo] - keeping financial records, recording income and expenditure, valuing
assets and liabilities, and so on
accrued expenses [obraunati, a ne naplaeni] - expenses incurred at the date of the balance
sheet, but not yet paid
adversary [suparnik] - an opponent or enemy
advertising account [reklamni ugovor]- a contract with a company to produce its advertising
advertising agencies [reklamne agencije] - companies that handle advertising for clients
advertising [oglaavanje] - telling people publicly about a product or service in order to persuade
them to buy it
agency employment [posao u agenciji] - temporary jobs in companies, arranged by employment
agencies
agency or headhunt [lovci na glave] - people who attempt to engage senior managers and
executives for job vacancies
agency media planners [organizatori oglaavanja] - the people who choose where to advertise, in
order to reach the right customers
agm (Annual General Meeting) - a yearly meeting to wich companies have to invite all
shareholders
and loan associations - banking rules and laws
applicant [kandidat]- a candidate
applicants - people who send letters of applications
assets [imovina] - anything owned by a company that can be used to produce goods or pay liabilities
auditing [revizija] - inspection and evaluation of accounts by a second set of accountants
autonomus [neovisno] - independent, able to take decisions without consulting a higher authority
balance sheet [bilanca] - financial statement which shows a companys amount of debits and credits
on the last day of an accounting period
benefits or perks [prednosti] - advantages that come with a job, apart from wages or salary
bonus [nagrada] - additional money given for better work or increased productivity
bookkeeping [knjigovodstvo] - writing down the details of transactions (debits and credits)
brand [marka] - a name that is given to a product by a company so that the product can easily be
recognized by its name or its design
brand awareness [pravila o brandu] - the degree to which people know about particular brand
brand image [izgled brenda] - the collection of ideas and beliefs that people have about a brand
brand leader [najjai brand] - the brand with the most sales in a particular market
brand loyalty [vjernost brandu] - the degree to which people regularly buy a particular brand of
product and refuse to change to other brands
brand manager [brand menager] - someone in a company responsible for developing and selling
one particular brand of product
brand stretching [irenje branda] - when a company starts to use an existing brand name on
another different type of product, hoping that people will buy it because they recognize the name
brand-switchers [kupci koji kupuju razliite brandove] - consumers who buy various competing
products rather than being loyal to a particular brand
brief [plan, nacrt] - the statement of objectives of an advertising campaign that a client works out
with an advertising agency
budget [proraun] - the amount of money a company plans to spend in developing its advertising
and buying medio time or space
the cash-flow statement [izvjetaj o novanom toku] - shows the flow of cash in and out of the
business between sheet dates, shows sources of funds and applications of funds
capacity [kapacitet]- the maximum rate of output that can be achieved from a production process
classsic brand [brand s tradicijom] - famous brand with the history
collaboration [suradnja] - working together and sharing ideas
collective bargaining [kolektivno pregovaranje] - negotiations between unions and employers
about their members wages and working conditions
command or planed economy [planska ekonomija] an economy where resources are allocated
by the state through a system of planning

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comparative-parity method choosing to spend the same amount on advertising as ones

competitiors
component [komponenta] - any of the pieces or parts that make up a product, machine, etc.
confrontational [suprotstavljanje] - hostile, almost aggressive, seeking conflict
conglomerate [slijepljena masa] - a large corporation, made up of a group of companies
contracting out [kupnja prije proizvodnje proizvoda] - buying products or processed materials from
other companies rather then manufacturing them
consult [konzultirati se] to ask someones opinion before making a decision
consumer markets [potroako trite] - people buy products for direct consumption
convenience goods [olakice] - are cheap and simple low involvement products which people use
regularly and buy frequently with littke effort, without comparing alternatives
core [jezgra, sr] the central part of something
corporate ethos [poslovna etika] - a companys ways of working and thinking
cost accounting [raunovodstvo trokova] - working out the unit costs of products, including
materials, labour and all other expenses
counter-cyclical advertising [oglaavanje van sezone] - advertising during periods or seasons
when sales are normaly relatively poor
counter-productive advertising [kontraproduktivno oglaavanje,lo efekt oglaavanja] - excessive
advertising
creative accounting or window dressing [kreativno raunovodstvo] - using all available accounting
procedures and tricks to disguise the true financial position of a comp
credit [kredit] the possibility of paying for a producer over an extended period
credit facilities [krediti za postrojenja] the possibility of paying for a product over an extended
period
creditors (GB) or account payable (US) - sums of money owed to suppliers for purchases made on
credit
current assets [kratkotrajna imovina] - assets which will be consumed or turned into cash in the
ordinary course of business
current liabilities [kratkorone obveze] debts to be paid within one year of the date of the
financial statement
curriculum vitae CV [ivotopis] - documents containing education and employment history
debt [dug] money owed to someone
debtors (GB) or accounts receivable (US) [potraivanja od kupaca] - sums of money owed by
customers for goods and services purchased on credit
decentralization [decentralizacija] - dividing an organization into decision - making units that are
not centrally controlled
depreciation [deprecijacija] reduction in value of a fixed assets due to use, obsolescence etc.
depreciation or amortization [amortizacija] - the reduction in value of a fixed asset during the
years it is in use
deregulation [prekid regulacije] - ending or relaxing restrictive laws
diminishing returns - an ever-smaller increase in sales in relation to increased advertising spending
distribution channel [distribucijski kanali] - all the companies or individuals involved in moving a
particular good or service from the producer to the consumer
downsizing [smanjenje broja radnika] decreasing the number of permanent employees
earnings or income [zarada, prihodi] the revenues received by a company during a given period,
minus the cost of sales, operating expenses, and taxes
employability [mogunost zapoljavanja] - the extent to which a person has skills that employers
want
employee [slubenik, radnik] - a person employed by someone else, working for money
ethically [etiki] - according to accepted moral standards
four PS [4p] product, place, promotion, price
fragmentation [usitnjavanje] - breaking something up into pieces
franchising [franiranje] when a big firm sels an individual the rights to run a business using its
established format for a specified fee and a provision of sales
free market economy [ekonomija slobodnog trita] an economy where resources are allocated
through the market mechanism
function [funkcija] - a specific activity in a company (production, marketing, finance, )
gross [bruto] total, without anything taken off
hierarchy [hijerarhija] a system of authority with different levels, one above the other
humiliation [ponienje ] - a feeling of shame and loss of dignity or self-esteem

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image [imid] the set of beliefs that the public at large holds of an organization
industrial action [industrijska akcija] general term for strikes, go-slows, work-to-rules
industrial belt [industrijski pojas] - an area with lots of industrial companies, around the edge of a
city
institutional or advertising [institucionalno oglaavanje] - advertising that mentions a companys
name but not specific products
insulated or isolated [izolirano] - alone, placed in a position away from others
intangible assets [dugotrajna imovina] - assets whose valeu can only be quantified or turned into
cash with difficulty (goodwill, copyright, patents)
interview [intervju] - attend
intuitive [intuitivno] - understanding or knowing without consciously using reason
inventory [popis, inventar] - the stock of any item or resource used in an organization
job description [opis posla] - a short account of what a job consistof
job security [sigurnost od gubitka posla] - knowing that there is little risk of losing ones job
labour input - manual work
labour relations [odnosi] relations between employers and employees, managers and workers
management and unions
lead time [potrebno vrijeme] the time needed to perform an activity
liability [obveza] all the money that a company will have to pay to someone else in the future,
including taxes, debts, and interest and mortgage payments
life cycle the standard pattern of sales of a product over the period that it is marketed
limited partnership [ogranieno partnerstvo] there must be at least one working partner with
unlimited liability and others can invest capital in his firm but are liable only for the amount they have
invested
line authority [linijski autoritet] the power to give istructions to people at the level below in the
chain of command
line filling adding further items in that part of a product range which a line already
line stretching [proirivanje linije] lengthening a product line by moving either up-market or
down-market
liquidity [likvidnost] the ease with which an asset can be spent or sold
location [lokacija] the geographical situation of a factory or other facility
luxury [luksuz] - that is expensive and not really necessary but is pleasing and enjoyable
luxury brand [luksuzni brand] brand that is expensive and not really necessary but is pleasing and
enjoyable
management [menadment] is a matter of organising people
managerial accounting - preparing budgets and other financial reports necessary for management
manual workers [fiziki radnici] - people who work with their hands
market mix [marketinki miks] - all the various elements of marketing programme, their integration,
and the amount of effort that a company can expend on them in order to influence the target market
market opportunities [trine mogunosti] - possibilities of filling unsatisfied needs in sectors in
which a company can profitably produce goods or services
market research [istraivanje trita] collecting, analysing and reporting data relevant to a
specific marketing situation
market segmentation [podjela trita] - dividing a market into distinct groups of buyers who have
different requirements or buying habits
market share [trini udio] - the sales of a company expressed as a percentage of total sales in a
given market
marketing [marketing] is the process of planning, designing, pricing, promoting and distributing
ideas, goods and services, in order to satisfy customers needs
media planning [odabir metoda oglaavanja] - the process of planning the advertising for a product,
using different methods such as tv, newspaper, and magazines
mixed economy an economy where some resources are allocated via the market mechanism and
some via the state
motivate [motivirati] to inspire, to induce, to give a reson ot incentive to someone to do sth
municipal enterprise [gradsko poduzee]- a business owned by the local authority
national campaign [nacionalna kampanja] -the advertising of a particular product or service during
a particular period of time
nationalisation [nazionalizacija] the purchase of a private company by the public sector.
nationalised industry [dravno poduzee] an enterprise wholly owned by the state
nationalised industry consumer council the consumer watchdog of a nationalised industry

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natural monopoly [prirodni monopol] when only one firm has the domination on the market, has
no enemies
net [neto] - an amount after things have been taken away
niche - a small, specialized, but profitable segment of a market
opportunities [prilike] - possibilities of filling unsatisfied needs in sectors in which the company can
produce goods or services effectively
output [proizvodnja] the amount of goods or services produced by a person, machine, factory,
company, etc.
outsourcing [kupnja prije proizvodnje proizvoda] - buying products or processed materials from
other companies rather then manufacturing them
overdraft [prekoraenje] an arrangement by wich a customer can withdraw more from an account
than has been deposited in it
overheads [fiksni indirektni trokovi] - various expenses of operating a business that cannot be
charged to any one product, process and department (e.g. utilities)
packaging [pakiranje] - wrappers and containers in which product are sold
partnership [udruenje] - 2 or more people put in capital and share the work and profits, making up
rules as they want, but there are possible quarels among partners, all partners are liable
personal selling [osobna prodaja] - prospects for customers, spreads information about a
companys products or services, assits with technical problems
pirate [pirati] - a person or oranization that dishonestly copies and sells films, tapes etc.
place [sluba] distribution channels, locations of points of sale, transport, etc.
plant [tvornica, pogon] the buildings, machines, equipment and other facilities used in the
production process
point of sale [prodajno mjesto] - place where goods are sold to the public - shops, stores, kiosks,
market stalls
primary sector [primarni sektor] agriculture and extraction of raw material from earth
privatisation [privatizacija] selling of government-owned firms to the private sector.
producer, industrial or business market - individuals and organizations that acquire goods and
services that are used in the production of other goods, or in the supply of services to others
product [proizvod] something useful and intended to be sold that comes from nature or is made in
a factory
product concept [koncept proizvoda] an idea for a new product, which is tested with target
consumers before the actual product is developed
product elimination [povlaenje proizvoda] - is the process of withdrawing products from the
market when they are no longer profitable
product features [osobine proizvoda] - attributes or characteristics of a product: quality, price,
reliability
product line [proizvodni asortiman] is a group of closely related products, which usually have the
same function and are sold to the same customer groups through the same outlets
product mix [proizvodni miks] together,a companys items, brands and products conslitule its
product mix
product placement when a company pays for its products to be seen in films and TV programs
productivity [produktivnost] - the amount of output produced
profit [zarada] excess of revenues over expenses
profitability [profitabilnost] - the extent to which an activity provides financial gain
promotion [promocija] to be raised to a higer or better job
public corporation [javna korporacija] an enterprise wholly owned by the state
public relations [odnosi s javnou] - maintains, protects and improves the image of a company
public sector [javni sektor] - areas of the economy run by the local or national government (health
care, education)
quarantee/warranty [garacija] - a promise by a manufacturer or seller to repair or replace
defective goods during a certian period of time
racionalization [racionalizacija] - the use of reasoning rather than emotions or belifs
recived wisdom [primljena mudrost] generally held beliefs
recruitment agency [agencija za zapoljavanje] - search firm
report to [odgovarati] to be responsible to someone and to take instructions from him or her
responsibility [odgovornost] - having control of something as part of your job
revenue [prihod] - money received from the sale of goods or services
rewards [nagrada] - money or something else given in recognition of good work
rhetoric [retorika, govornitvo] language used to persuade people to believe in something

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salary [plaa] a fixed regular payment made by employers, usually monthly, for professional or
office work
sales promotions [promocija prodaje] - temporary tactics designed to stimulate earlier or stronger
sales of a product
sales representative [osobni prodava] - someone who contacts existing and potential customers,
and tries to persuade them to buy goods or services
secondary sector [sekundarni sektor] manufactoring, raw materials era turned into finished
products (administration, law, finance, selling)
seniority [iskustvo] - having a higher rank because one is older
shareholders or stockholders [dioniari] - a company s owners
shelf [polica] a surface in a store on which goods are displayed
shopping goods [kupovna dobra] - are high involvement products for which consumers generally
search for information, compare prices, and take time to make a selection
skilled [iskusan, kvalificiran] having particular abilities, acquired by traininig
sole trader [privatnik, obrtnik] a business owned by one person, small amount of capital, big
liability but its easy to set up and keeps all the profit.
speciality goods - are durable goods with unique characteristics that informed consumers have to
go to a particular store to buy
status [status, drutveni poloaj] - respect, prestige or importance given to someone
stock or inventory [inventar] (the value of) raw materials, work in progress, and finished
products stored ready for sale
subcontractor [podpoduzetnik] any company that provides goods or services for another one
subordinate [podreen] - people working under someone else in a hierarchy
target customers [ciljana muterija] - a defined set of customers whose needs a companys plans to
satisfy
tax accounting [raunovodstvo poreza] - calculating an individuals or a companys liability for tax
tenore the period of holding a job
tertiary sector [tercijarni sektor] commercial services that help industry produce and distribute
goods to the final consumers and education, healt care, tourism
the cah flow [novani tok] shows the flow of cash in and out of the business between balance
sheet dates
the marketing concept [marketinki koncept] producers task is to find wants and fill them (you
dont sell what you make, you make what will be bought)
the profit and loss acount [raun dobiti i gubitka] shows earnings and expenditure, gives figures
for total sales or turnovers or costs, expenses and overheads
the selling concept [prodajni koncept] - resisting consumers have to be persuaded by hard-selling
techinques to buy non-essutial goods or services (products are sold rather than bought)
to be offended [biti uvrijeen] - to have hurt feelings because someone is being disrespectful
to convert itself to change from one thing to another
to serve needs - to satisfy people's desires or requirements
to stumble on to be uncertain, disbelieving
to be dubious to discover something by accident
to launch a product [lansirat proizvod] - to introduce a new product onto the market
to picket [demonstrirati] - to protest outside a factory or other workplace, and try to persuade
workers and delivery drivers not to enter
to resign [napustiti, ustupiti] - to give up a job or position
to withdraw money [povui novac] - take money out of a bank account
trade union [trgovinska unija] a union for workers with a particular type of job
traditional or subsistence economy little specialisation, people grow their own food and make
products to fulfill their own needs
treshold effect - the point at which advertising becomes effective
trial balance [pokusna bilanca] - a test to see if all the debits and credits in a set of account books
match
turnover [godinji promet] - total sales revenue of a company through the year
tyranny [tiran] unlimited and unfairly used power
uneconomic [neekonomino] - too expensive, wasteful, loss-making
utilities [energenti] electricity gas and water
volume [koliina, volumen] the amount of space that a substance or object contains or fills (the
total amount of something)
wages [plaa] money paid (per hour or day or week) to manual workers

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wealth [bogatstvo] - the products of economic activity

word of mouth advertising [oglaavanje, od usta do usta] - free advertising, when satisfied
customers recommend products to their frends
working to rule [raditi po pravilima] - deliberately obeying every regulation in an organization,
which severely disrupts normal operations

British American:
a go slow slowdown
annual General Meeting - annual stockholders meeting
bank holiday - public holiday
chairman - president
company - corporation
creditors - accounts payable
current account - checking account
curriculum vitae or CV - resume
debtors - accounts receivable
depreciation amortization
flexitime - flextime
go-slow - slowdown
hoarding - billboard
labour - labor
managing director chief executive officer
market research - marketing research
overheads - overhead
profit and loss account - income statement
programme - program
property - real estate
salespeople - salespersons
shareholder - stockholder
shareholders equity - stockholders equity
shop - store
stock inventory

Prijevodi (translation):
accrued expenses - obraunati , a neplaeni rashodi
achieve postii, ispuniti, ostvariti
acquire (stei) a stake (uloiti novac) - kupiti
adequate wage or salary - plaa
advertising reklamni, oglaenje
aimed namjeren
applicant kandidat, molitelj
application molba
application form molbeni obrazac
apply primijeniti, zatraiti
apply for prijaviti se za
apply to primijeniti na
awareness svjesnost
bad debt charges - rashod nastao ispravkom za sumnjiva i sporna potraivanja
bank loan - bankovni zajam
board of director upravni odbor
candidate kandidat
cash - novana sredstva
caving - uruava
channel kanal, voditi
communicate komunicirati
consist of sadrati
contacts with people kontaktirati ljude
contains sadrati, obuhvaati
cost of sales - trokovi prodaje
creditors - obveze prema vjerovnicima

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current assets - kratkotrajna imovina

current liabilities - kratkorone obveze
debtor - dunik
delivery - isporuka
delivery curry - dostavlja robe
depreciation - amortizacija dugotrajne imovine
design dizajn
develop izgraditi
developed corporate culture kultura poslovanja
dividends - dividenda
dividends payable - dividenda
down-market - proizvodi koji su obino jeftiniji
durable - trajan
dynamic dinamian
effort napor, nastojanje
employee slubenik
employer poslodavac, gazda
employment agencies agencije za zapoljavanje
evaluate - procijeniti, vrednovati
exceptional costs - izvanredni trokovi
fag breaks - ik pauza
feeling up fixed assets - dugotrajna imovina
flag - padati
frequently - uestalo
fringe benefits/perks gain seats - dobitak
get-together - okupljaju
good labour relations - radna snaga
good working conditions - dobri radni uvijeti
gross profit - bruto dobit
hold 59%- jointly with - biti vlasnikom neega
hub - centar, arite
identify prepoznati
includes ukljuiti, uraunati
influence utjecaj
innovation inovacija
intangible - nematerijalna imovina
interest payable - obveze za obraunate kamate
investments - financijska ulaganja
is composed of sastavljen od
is divided into podijeljen na
is made up of sastavljen
item - artikl
job description opis posla
job safety job vacancies slobodna radna mjesta
jobs security lead other - zavarati
lengthen - produljivati, otezati
long holidays long-term liabilities - dugorone obveze
loyalty odanost, vjernost, potenje
manageable
maturity zrelost, dospijee
medium medij, sredstvo, sredina
modify promijeniti
mortgage - hipoteka
mounting - gomila
niche - nia

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office supplies - uredske zalihe potronog materijala

on a supervisory bord - nadzorna komisija
open a public tender (natjeaj) - otvoriti natjeaj
operating expenses - rashodi redovitog poslivanja
operating profit - dobit od redovitog poslovanja
opportunities to travel prilika za putovanje
ordering stock - naruiti zalihe
other reserves - ostale rezerve
outlet - izvor, otvor
overdraft - prekoraenje salda
peace mir
performance izvedba, rad
persuade uvjeriti, nagovoriti
produce proizvoditi, proizvod
producer proizvoa
product proizvod
production proizvodnja
productive proizvodan
productivity produktivnost
profit after tax - dobit nakon oporezivanja
profit before tax - dobit prije oporezivanja
references redni brojevi
rent - najamnina
represented zastupan
resources sredstva
responsibility - odgovornost
retain a 30% stake - zadrati udio
retained profit - zadrana dobit
role funkcija, uloga
salaries and wages - plae i nadnice
sales - prihodi od prodaje
selling and marketing - prodaja i marketing
sensible osjetljiv
setting okolica, pozadina, postavljanje
share capital - temeljni kapital
shareholder - dioniar
shareholders funds - vlastiti kapital
short-listed kratka lista
stend in - zamijeniti
stock - zalihe
stroppy - bad temper (loe volje)
submit (predloiti) a bid (ponuda) - dati ponudu
supervise nadgledati, nadzirati
tactics taktika, postupanje po planu
tangible - materijalna imovina
target cilj
taxation - porez
to a bid for a stake in one company natjecati se za.
toilorig - modife
total assets less liabilities - ukupna imovina umanjena za obveze
total current assets - ukupna kratkotrajna imovina
total current liabilities - ukupne kratkorone obveze
total fixed assets - ukupna dugotrajna imovina
total operating expenses - ukupni trokovi redovitog poslovanja
total shareholders funds - ukupni vlastiti kapital
trial - pokus, iskuenje
up-market - proizvodi koji su u pravilu skuplji
valuation - procjena
withdraw - povui
workload - puno radno vrijeme

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Sinonimi (istoznanice):
a host of - a large number off
a mortician - someone who arranges funerals
a physician - a medical doctor
a plumber - someone who fixes water pipes
ailments - (non-serious) illnesses
assue to take responsibility
bad health illness
career - permanent job
company - corporation
convert change
costly - expensive
current account - checking account
cut drastically - to slash pri
decline - reduction, elimination
dismantle - take a part
dispose - uses or spend
disposed off - spent, used or consumed
economize - be economical
extra income - additional revenue
fiercely competitive - a cut-throat
flexitime - clocking in
global or worldwide - planetary
go bust - go broke
grapples with - deal with
has now reached a ridiculous level - has now reached fever pitch
having a baby - maternity leave
inexpensive low-cost
institutional - prestige
inventory - stock
major companies - corporate heavyweights
manual labour - blue-collar worker
margin mark-up
motivation - job satisfaction
obvious evident
office work - white collar worker
official value of an asset - the book value
on our behalf - done for us
outsourcing - contracting out
pay a lot of money for - spent a fortune
poor or unemployed people the underclass
profit margin - mark-up
property - real estate
redicoulous level - fever pitch
remembered (or not forgotten) born in mind
rich or wealthy people - affluent
severe measures against law-breakers - crackdown
shareholder - stockholder
shop - store
spend a fortune - cost the ea
successes achievements
to coerce - to compel people to do sth against their will
to cut drastically - to slash their prices
to resort to force - to use violence
took 40c off - knocked 40c off
total sales before costs are deducted - turnover

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unnwillingly (not eagerly) - reluctant

went banrupt - went to the wall

Suprotnosti (oposites):
a fail - increase
a superior - subordinated
account payble - account receivable
appoint a manager - dissmised
assertive - timid
assets - liability
assume responsibility - delegeted
business failure - success achivment
cautions and careful - happy to take risks
compulsory - course
current assets (kratk. imov.) - fixed assets (dug. imov.)
debit - credit
debtor - creditor
decisive - liking consensus and conciliation
demand - supply
depozite money - to withdraw money
employer - unemployer
free market economy - planned economy
group oriented - individualistic
income/revenue (prihodi) - expenditure (izdaci)
intuitive - logical, rational and analytic
lay off a person - haire
liberal - conservative
long term liabilities - current liabilities
long term loan - short term loan
loss - profit
make a payment - received a payment
nationalize - privatize
net - gross
own - your
part time student - full time student
payable (plativo) - receivable (prihvatljivo)
postgraduate student - ungraduate student
private sector - public sector
profit - loss
purchase - sell
retail - wholesale trade
self-conscious - self confident
shortage - surplus
spend - earn
strengths - wicknesess
tangible assets (materijalna imovina) - intangible assets (nematerijalna imovina)

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