SESI/PERKULIAHAN KE 1

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu :

1. Menjelaskan pengertian Brand Awareness.
2. Menjelaskan pengeri\tian Brand Image
3. Menyimpulkan perbedaan antara Brand Awareness dan Brand Image.

Pokok Bahasan : Brand Management

Deskripsi Singkat : dalam pertemuan ini mahasiswa akan mempelajari mengenai pengertian
dalam Brand Management, yakni Brand Iawareness dan Brand` image serta dapat
membedakan kedua hal tersebut.

I. Bahan Bacaan :
4. Hooleff, V. 1999. Business Objectives. London : Oxford University Press
5. Jones, Leo. 1989. International Business English. London: Cambridge
University Press
6. Karridge, David. 1996. International Business Role Plays. London : Delta
Publisinng.
II. Bacaan Tambahan :
1. Machfoedz, Machmud. Let’s Talk Business Concept for English Practice,
Yogyakarta : BPFE-YOGYAKARTA
2. Watson-Delestree, Anne. A Basic Telephone Language and Skills.
London: ITP Business
III. Pertanyaan Kunci/Tugas :
1.
2.
IV. Tugas :
for you. What are you to do?

62
 SESI/PERKULIAHAN KE: II

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

1. Menjelaskan ungkapan-ungkapan yang dianggap pantas menurut etika
secara international dalam melaksanakan aktivitas pemasaran.
2. Melakukan pemasaran suatu produk sesuai etika yang dianut dalam
perdagangan international.

Pokok Bahasan: Marketing Ethics

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari ungkapan-

ungkapan dan tata cara dalam melakukan aktivitas pemasaran suatu produk dan berlatih
menggunakan ungkapan-ungkapan tersebut dengan baik dalam bahasa Inggris .
Ungkapan-ungkapan tersebut akan memberikan pemahaman dan keterampilan berbicara
dalam bahasa Inggris sesuai dengan etika dalam perdagangan international.

I. Bahan Bacaan
1. Brieger, Nick and Comfort Jeremy. Developing Business Contact. New York:
Prentice Hall International (UK) Ltd.
2. Brieger, Nick and Comfort, Jeremy.1989. Early Business Contacts. New Yor:
Prentice Hall International (UK) Ltd.
3. Cyssco, Dhanny R. 1999. English Conversations Correspondence Secretaries.
Jakarta: Puspa Swara.
4. Cyssco, Dhanny. R. 2004. Mastering English Conversations for Secretaries.
Jakarta: Puspa.
5. Cotton, D. and Robins. S. 1993. Business Class. Hong Kong: Thomas and Sons
Ltd.
II. Bacaan Tambahan :
1. David, Crridge. 1996. International Business Role Plays. London : DELTA
Publishing.
2. Machfoedz, Machmud. Let's Talk Business: Business Concept for English
Practice. Yogyakarta: BPFE-Yogyakarta.
3. Watson-Delestree, Anne. A Basic Telephone Language and Skills. London: ITP
Business.
III. Pertayaan Kunci

1.
2.
IV. Tugas :

63
 SESI/PERKULIAHAN KE: 3

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

1. Menjelaskan jenis-jenis ungkapan Bahasa Inggris yang biasa digunakan
dalam aktivitas buying (pembelian) dan selling (penjualan)
2. Mengetahui aspek-aspek penting yang harus dilaksanakan dalam aktivitas
buying and selling.

Pokok Bahasan: Buying and Selling

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari ungkapan-ungkapan

bahasa Inggris yang harus dilakukan dalam melakukan aktivitas pembelian dan
penjualan (buying and selling), serta mengetahui aspek-aspek penting yang harus
diperhatikan dalam kedua aktivitas ini.

I. Bahan Bacaan :
1. Brieger, Nick and Comfort Jeremy. Developing Business Contact. New
York: Prentice Hall International (UK) Ltd.
2. Brieger. Nick and Comfort, Jeremy. 1989 Early Business Contacts. New
York. Prentice Hall International (UK) Ltd.
3. Cyssco, Dhanny R. 1999. English Conversations Correspondence
Secretaries. Jakarta: Puspa Swara.
4. Cyssco, Dhanny.R. 2004. Mastering English Conversations for
Secretaries. Jakarta: Puspa.
5. Cotton, D.and Robins.S. 1993 Business Class. Hong Kong: Thomas and
Sons Ltd.
McSwain, Mary and Morihara, Bonnie. Doing Business in American
6.
English. Jakarta: Gramedia Pustaka Utama.
II. Bahan Bacaan

III. Pertanyaan Kunci/ Tugas :

Write 3 expressions usually used in :

1. Buying a product

2. Selling a product.

IV. Tugas :

Read the passages about buying and selling then answe rthe questions under the

dialogue.

64
 SESI/PERKULIAHAN KE: 4

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

1. Menjelaskan prosedur pelaksanaan perdagangan international.
2. Melakukan aktivitas ekspor-impor sesuai dengan prosedur standar
international.

Pokok Bahasan: Procedures International Trade (Export-Importt)

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari prosedur standar
ekspor-impor dalam suatu perdagangan international.

I. Bahan Bacaan :
C.H.Spurin. 2001. International Trade Flow Diagrams. London: Nationwide
Mediation Academy UK Ltd.

II. Bahan Bacaan Tambahan :

III. Pertanyaan Kunci:

Write 3 expressions usually used in :

1. Buying a product

2. Selling a product.

IV. Tugas :

1. Try to explain the procedure of exporting and importing good.

2. What kind of sentence do you use?

65
 SESI/PERKULIAHAN KE: 5

TIK: Pada akhir pertemuan ini, mahasiswa diharapkan mampu :

1. Mengetahui ungkapan-ungkapan Bahasa Inggris yang digunakan dalam
membuat suatu presentasi bisnis.
2. Membuat suatu presentasi bisnis dalam Bahasa Inggris.

Pokok Bahasan: Business Presentation

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari ungkapan-

ungkapan yang lazim digunakan dalam suatu presentasi bisnis dalam Bahasa Inggris.
Selanjutnya mahasiswa akkan dituntun untuk dapat membuat suatu presentasi bisnis
dengan menggunakan ungkapan yang tepat untuk setiap section dalam presentasi.
Topik ini memberikan keterampilan menggunakan ungkapan bahasa Inggris tersebut
secara efektif dalam melakukan suatu presentasi bisnis.

I. Bahan Bacaan :
Anne-Feltag Lawrence. 2003. Business Presentations. Chengdu. Cina:
Longman.

II. Bacaan Tambahan :

Jennifer Spring-Wallace, 1993. Englsih for Corporate Communication- Cases

in International Business. New Jersey :Regents/Prentice Hall.

III. Pertayaan Tambahan :

1. What steps do you think there are in doing presentation?

2. What expressions use in business presentation?

IV. Tugas :

1. Make a simple business presentation in front of the class

66
 SESI/PERKULIAHAN ke 6

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu :

1. mengantisipasi masalah-masalah yang mungkin timbul
dalam suatu presentasi bisnis.
2. Mengetahui cara menjawab pertanyaan dalam suatu presentasi.

Pokok Bahasan : Problems and Questions

Deskripsi singkat : Dalam pertemuan ini mahasiswa akan mempelajari cara

mengantisipasi kesalahan-kesalahan atau masalah yang mungkin terjadi dalam
suatu presentasi bisnis serta bagaimana menjawab setiap pertanyaan.

I. Bahan Bacaan:
Anne-Feltag Lawrence. 2003. Business Presentations. Chengdu. Cina:
Longman.

II. Bacaan Tambahan :

III. Pertanyaan Kunci:

1. How do you deal with problem when facingthem in presentation?

IV. Tugas:
1. List any problems you have when making presentation.

67
 SESI/PERKULIAHAN KE 8

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu

1. Menjelaskan berbagai cara atau metode pembayaran dalam
perdangan international.
2. Melakukan pembayaran sesuai dengan cara yang tepat.

Pokok Bahasan : Ways of Paying

Deskripsi singkat : Dalam pertemuan ini mahasiswa akan mempelajari
berbagai macam cara atau metode pembayaran yang sering digunakan dalam
perdagangan international (bilateral/atau multilateral)

I. Bahan Bacaan :
1. Ashley, A. 1992. A Handbook of Commercial Correspondence.
London : CUP.
2. Brook, Susan L. 1992. Writing Business Reports and Proposals.
London : Cambridge University Press.
3. Geffner, Andrea B. How to Write Better Business Letters . USA :
Barton's Educational Series
4. Oxford University English Teaching Development Unit. 1987.
English for Secretary. London : Oxford University Press.

II. Bacaan Tambahan :

1. Vicki, Holleff. 1999. Business Objectives. London : Oxford University
Press.
2. Macaziola. Sare J. Further Ahead. A Communication Skill Course for
Business English. London: Cambridge University Press.

III. Pertanyaan Kunci/Tugas :

Ketika anda membaca bahan bacaan berikut gunakanlah pertanyaan-
pertanyaan berikut ini untuk memandu anda.
1. Sebutkan dan jelaskan beberapa cara atau metode pembayaran yang
lazim digunakan dalam bisnis international? Sebutkan dan jelaskan
2. Apakah perbedaan dari cara/metode pembayaran tersebut?

IV. Tugas :
Buatlah suatu r\ulasan tentang berbagai cara atau metode pembayaran yang
anda tahu sering digunakan dalam perdagangan bisnis international, dan

68
 SESI/PERKULIAHAN KE 9

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu :

1. Menjelaskan jenis-jenis ungkapan dalam bahasa Inggris yang
digunakan dalam melakukan tahap-tahap negosiasi.
2. Melakukan negosiasi dalam.perdagangan international.

Pokok Bahasan : Negotiation

Deskripsi singkat : Dalam pertemuan ini anda akan mempelajari langkah-
langkah dalam melakukan negosiasi dalam bisnis bilateral dengan
menggunakan Bahasa Inggris. Selain itu mahasiswa akan berlatih
menggunakan ungkapan-ungkapan tersebut sehingga negosiasi yang
dilakukan dapat berjalan dengan efektif dan lancar

I. Bahan Bacaan :
Jennifer Spring-Wallace, 1993. Englsih for Corporate Communication-
Cases in International Business. New Jersey :Regents/Prentice Hall.

II. Bacaan Tambahan :

Susan Norman. 1990. We’re In Business, English for Commercial Practice
and International Trade. Student’s Book. England : Longman Group Ltd.

III. Pertanyaan Kunci/Tugas :

1. How do you negotiate with people?
2. What language do you use for negotiating?

IV. Tugas :
Give at least four examples of the expressions in recapping the key points
of a negotiation?

69
BUKU AJAR

ENGLISH FOR INTERNATIONAL TRADES

Disusun Oleh:

Drs Akhmad, M.Ed. TESOL

Dra. Farida Amansyah, M.A. TESOL

JURUSAN ADMINISTRASI NIAGA

POLITEKNIK NEGERI UJUNG PANDANG
2011

70
 UNIT 1
BRAND MANAGEMENT
A. Introduction
1. Discuss the following questions.

1 What is a company's main technique for building brand awareness?

2 What is 'brand image'?

3 Why do people wear Rolex watches?

4 Which brands are you loyal to? Why?

Read the text and answer the following questions.

1 What are the advantages to a company of building up a brand?

2 What mistake have brand managers been making in their marketing?

3 What do the terms 'brand-stretching' and 'taking a brand downmarket' mean?

4 Why is it dangerous to take a brand downmarket?

5 What is the thinking behind the appointment of 'brand-equity managers'?

6 How effective are price promotions in the short-term? And in the long-term?

7 What negative effect can price promotions have on brands?

8 What benefits can brand-stretching bring?

The Purest Treasure

BRANDS are insubstantial things, mere symbols, names, associations.

Sometimes they signal real differences between products. Sometimes they are pure

illusion.

Either way, brands are akin to a product's or company's reputation, and they

influence consumers' perceptions. The wearer of a Rolex watch is concerned with

more than keeping time; the BMW driver with more than than getting from place

to place. Brands add value by making customers loyal and, often, willing to pay

71
more for the things branded. Roses by another name might smell as sweet, but they

would no longer fetch $30 a dozen.

Despite the evidence of the value of brands, creating and sustaining that capital arc

often neglected by consumer-goods companies. Under pressure to make big short-

run pains in sales, many brand managers are cavalier about the long-term

commercial health of their products. Increasingly they are abandoning brand-

building activities, such as advertising, in favour of tactics, especially price

promotions, which aim to increase market share quickly. In 1980

promotions accounted for about a third of all spending on marketing, with

advertising taking tip the rest. Now, remarkably, the proportions have reversed.

A forthcoming book* by David Aaker, a marketing professor at the University

of California at Berkeley, tries to cure brand managers of this myopia. Often, Mr

Aaker argues, managers are not sufficiently aware of the damage that short-term

thinking can do to good brands. A marketing plan centred reputation on discounts

and promotions, caused Schlitz, American lager, to lose its position as a premium

beer. In just five years, Schlitz went from $48m in net profits to $5m in losses.

Rarely can rivals inflict such severe damage. To launch a new consumer product in America

can cost $75m-100m; even then, most fail. At the same time, old favourites become virtually

invulnerable. In 19 of 22 standard product categories, today's leading brand was also on top in

192 category of food blenders, consumers were still ranking General Electric second – 20 years

after the company had stopped making them.

The failure of challengers to overcome the resilience of familiar names has led to another

tactic also prone to short-termism: brand-stretching. In their eagerness to extend a

popular brand's recognition and reputation to a new type of product, says Mr. Aaker,

managers often overlook basic problems with the fit between the old names and the new

items. Levi Strauss's attempt to stretch itself to cover a line of smart suits failed dismally.
72
Worse, it hurt the core brand: it took a snappy advertising campaign to get Levi's jeans

business back on track.

More perilous still are attempts to milk additional taking them downmarket.

Cadillac reputation has still not recovered from its efforts to attract lower-income

car buyers with its cheaper Cimarron model in the early 1980’s. Diluting Cadillac's

snob appeal put off image-conscious buyers who might normally have been keen on

the car. Undisciplined use of the Gucci name almost brought the company to ruin; at

one point there were some 14,000 different Gucci products.

Part of the problem is that the organisation of most consumer-goods companies

favours short time horizons. Brand managers at firms such as Unilever and Philip

Morris usually stay in their jobs for just a year or two. Brand oversight by top

management is generally ad hoc. One solution suggested by Mr Aaker iS for

companies to hire or appoint people solely to monitor the status of brands.

These losses "brand-equity managers" would be charged with taking a long view on

guarding products' images, name associations and perceived quality. They would

have the final say over marketing plans and the decisions of ordinary brand

managers. Such a system is being tried at Colgate-Palmolive and Canada Dry. But

unless the incentive structure within the companies is changed, "brand-equity"

managers will provide little more than another layer of bureaucracy. As Mr Aakcr

points out, the main reason for brand-related short-termism is shareholders'

expectations of sparkling quarterly earnings. Because brand equity is hard to put a

price on, punters must use returns as a guide to future performance. This is the

source of pressure on brand managers to turn to promotions to boost sales.

Price promotions can have a dramatic short-term effect on a brand's sales, especially for some

sorts of good. For fruit drinks, increases of more than 400% during die first week of a
73
promotion arc common. But a new study by the London Business School shows that such

promotions have no lasting effect on sales or brand loyalty. Some consumers switch temporarily

to the promoted brand, but once the promotion ends almost all of them go back to the one they

normally prefer. Promotions that merely offer a discount or a rebate can cheapen a brand's

image.

Since price is often a signal to consumers of a product's quality (witness luxury drinks like "

Chivas Regal), a brand that is always on special ofler loses its appeal. Better, savs Mr

Aaker, to try promotions that reinforce the brand's image, such as American Express's leather

luggage tags, or increase brand awareness, such as Pillsbury's baking contests. Similarly,

thoughtful brand-stretching can not only help a new product break into a crowded market but

can also enhance the core brand's value. Frozen-juice bars and vitamin-C tablets have

reinforced Sunkist's orange-tinted image of good health. But even a good "fit" has limits.

Despite the association of a fruit-processor like Dole with all things tropical, Mr Aakcr says the

company would be stretching things too far if it opened a tropical-travel service. His advice to

brand managers echoes the words of David Ogilvy, a legendary adman: "The consumer is no

moron; she is your wife."

*Managing Brand Equity. By Davkl A. Aakcr, Free Press, J24.95. t The After-ERccd of Consumer Promotions.
By A.S.C. Ehrenberg, wiili Kathy Hammond »nd C.J. Goodhardt. London Business School preliminary report,
August 1991.

74
B. Presentation.

Vocabulary 1
1. Match each word In the left box with a word In the right box to form ten common

marketing expressions. Then use these expressions to complete the sentences that

follow. Text 1 will help you.

Brand premium , plan product

Consumer market brand brands

Marketing price offer campaigns

Advertising special royalty awareness

Core brand share promotions

1. Marketing tactics such as ................................. aim to boost sales quickly.

2. Because of their association with quality and status ............................ often cost

a bit more.

3. During a sale in a department store, many goods are on .................................

4. The danger with brand-stretching is the damage that can result to the

....................... if it is

not successful.

5. A good ................................. will guard the long-term interests of the brand it is

promoting.

6. Launching a new ................................. onto the market is a costly and risky

business.

7. Customers who always buy the same brand of goods are showing

8. ................................. is a measure of how well-known a product is in the

marketplace.

75
 9. In some sectors, the competition between companies for............................. is
fierce.

2. Complete each sentence with the correct form of the underlined word. In some cases, you will need to
use the negative form.
1 advertise

• In our new campaign, our main.......................... medium will be television.

» Benetton produced a series of eye-catching.......................... for their products.

2 associate

• Engineering firms often work in...........................with other companies on a major

contract.

• When there is a financial scandal, business people often

try to........................... themselves from those involved.

3 consume

• Food, clothing and household products are all examples of ...........................goods.

• Wine...........................is high in France, and on the increase in other European

countries.
4 market

• To make money, you don't just need a good product - you also need excellent

.................... Some products are very innovative, but they simply aren't

........................

5 produce

• Although the meeting went on for hours, it was rather

• Since we introduced the new pay structure, ........................... has improved

enormously.

6 profit

76
 • This line of raincoat is highly ...........................- we must discontinue it as soon as

possible.

• If we are serious about improving the ........................... of these outlets, we should

take a good look at staffing costs

7 promote

• W expect all our .................. activities to cost around £2 million.

• ........................... is very important marketing function.

• Which is your best-............................ product?

8 rival

• The ........................... between soft drinks companies, Coca-Cola and Pepsi Cola, is very fierce.

• Otis is known all over the world as a manufacturer of lifts. Its reputation in the industry is

...........................

Language practice 1
Relationships between facts
Study these examples from Text 1. Then choose words from the box to complete the sentences that

follow. Use your dictionary and grammar book to help you decide which words are both

appropriate and grammatically correct in each case.

Despite the evidence of the value of brands, creating and sustaining that capital arc often neglected
by . . . companies, (line 23)
Because brand equity is hard to put a price on, punters must use returns as a guide to future

performance (line 106)

Some consumers switch temporarily to the promoted brand, but once the promotion ends, almost

all of them go back to the one the normally prefer, (line 120)

Since price is often a signal to consumers of a product's quality ...,a brand that is always on special

offer loses its appeal, (line 125)

Reason : because as so since therefore consequently

Contrast : although despite in spite of but however nevertheless yet

1 Brand-stretching can be very risky............................., it can also be very lucrative.

2 The value of price promotions is questionable............................. most consumers

77
 switch back to their usual brand when the promotion ends.

3 Companies have to keep their shareholders happy............................., brand

Managers are under pressure to find ways of boosting sales.

4 ............................a brand may sell well in one country, it may not sell at all in another.

5 Price is a signal of quality.............................consumers will often pay more for

premium brands.

6 In 1991, advertising accounted for around a third of all marketing outlay.

............................, in 1980, the picture was very different.

7 ............................ their disappearance from the market, General Electric's food

blenders continued to rank second with consumers 20 years later!

The following text is about three seaside resorts in the south-west of England which had a problem with

their 'brand image'. Put the verbs in brackets in the correct tense - simple past, past perfect or past

continuous.

In the 1980s, the tourist trade in the Devon towns of Torquay, Paignton and Brixham hit a

slump. For some reason, visitors .....................................(stay away): even at the peak of the

summer, a third of the available hotel beds ..................................... (be) empty. Hoteliers

.....................................(lose) money and shopkeepers, too, ..................................... (find) it hard to

make a living. Everyone .....................................(struggle). Something .....................................

(have) to be done.

The local tourist board '.....................................(bring in) an advertising agency and the

explanation for the slump soon became clear; in the 1970s, after a local government

amalgamation, the towns of Torquay, Paignton and Brixham ..................................... (start)

using a collective identity in their marketing rather than their individual names. However, the

identity they .....................................

(choose) - Torbay - .....................................(confuse) people. Ten

years later, few holiday-makers actually ..................................... (associate) the name with the

area; all the marketing up until then .....................................(be) ineffective. To overcome this

problem, the agency .....................................

(drop) the name Torbay and ...............................(give) the area a fresh image as The English

78
 Riviera instead. This was the name people ..................................... (use) in Victorian times to

describe the area, and reviving it in this way ................ (turn out) to be a wise decision: it

..................................... (give) the towns an appealing continental flavour - and a much clearer

image.

Listening
Before you listen, discuss this opinion from one executive in the advertising Industry. The purpose

of most mass advertising is either to persuade consumers that your product is superior to those of

your competitors, or to encourage retailers to give the product shelf space. Major food companies,

car firms, hanks, detergent manufacturers, and so on, have to spend a lot of money on advertising

because there is actually not much difference between their products and those of rival companies.

It's because the products are so similar that these companies spend a fortune persuading us that

they're different!

C. Closing
Role-play: Meeting

Work In groups of four as two pairs, one pair playing Pierre and Sllvana, the other pair playing the

account executives from the advertising agency. Read your role-cards and prepare for the meeting.

When you have held your meeting, meet back as one group and compare your Ideas.

Pierre and Sllvana

Prepare for the meeting by thinking about your objectives (stronger brand image, increased

consumer awareness, quicker growth in the UK, expansion into Europe). Try to come up with ideas

for new packaging (people say it's dull), an attractive logo, and some catchy slogans for any

advertising you decide to do, you will then be able to get the agency's reactions to them. Find out if

the agency has other suggestions for marketing your products too

Account executives
You know that Pierre and Silvana want Silvana Chocolates to grow faster and expand into Europe

as soon as possible; they know they need a more clearly defined brand image and a proper

campaign to increase consumer awareness. They will expect you to have ideas on new packaging

(the present packaging is very dull). They will also heed a new logo, and some suggestions for

slogans, since you feel advertising will be an important part of their marketing plan. Other

79
proposals for marketing their chocolates, such as special promotions, would also be well received,

Writing
Companies spend a lot of money developing slogans to promote their products. Many slogans use double

meanings as a clever stylistic device.

1. Can you explain the two meanings in the following slogans?

• 'We'll give you sound advice.' (hi-fi store)
• 'We offer you a good deal.' (bank)
• 'Make a snap decision.' (camera shop)
• 'Sea for yourself.' (Royal Navy recruitment advertisement)
2. Choose two or three of the following slogans and discuss what makes them
successfu

UNIT 2
MARKETING ETHICS

A. Introduction
Ethics are moral principles which govern attitudes and behaviour. Organizations which make

ethical marketing decisions will probably be trusted by consumers and respected by the

business community. Unethical marketing activities, on the other hand, can damage sales and

destroy a company's reputation.

1 What unethical marketing activities can you think of?

2 What examples of unethical marketing can you give from your own

knowledge or experience?

3 What kind of unethical marketing activities might go on in the

pharmaceutical industry? And in the travel trade?

What do you think?

80
 The Italian clothes manufacturer, Benetton, caused a lot of controversy when it ran a series of

advertisements that were designed to highlight 'global concerns'. The company chose a picture

of an AIDS victim - who died soon after the photograph was taken - for one advertisement and

used the following picture in another.

1 Why did some people object to this advertisement?

2 Is it ethical to use the image of a dying man to advertise clothes?

3 The company's slogan is 'United Colours of Benetton'. What sense of unity are the images of

two children of different races and a dying man meant to convey?

Listening 1
In this interview, you will hear marketing specialist, Francine Jason, talking about marketing

ethics. Listen and decide which of die following short summaries most accurately reflects her

comments, /rive reasons for your choice.

1 Decisions have to be taken in business about whether a course of action is morally

right or wrong. Benetton's new-born baby advertisement was unethical marketing

and therefore gave rise to a lot of controversy. Marketing ethics relate to specific

problems which managers have to deal with.

2 In business, decisions which involve ethical considerations can be very

controversial. Benetton's decision to use a picture of a new-born baby in an

advertisement was hotly debated, but whether it was right or wrong is a matter of

opinion. Companies should operate within an established code of ethics.

3 Organizations have to take decisions of an ethical nature. The Benetton

advertisement used a new born baby to promote the company's goods. Some people

believed this was ethical while others did not. Because marketing ethics are so

subjective, it is not possible for companies to have policies about them.

B. Presentation

81
Vocabulary 1
Complete the following sentences with verbs from the list, making sure you use the correct form.
approve build up claim conduct
gauge launch monitor submit
1. New drugs always undergo a number of clinical trials before they

are.......................... on to the market.

2. Some pharmaceutical companies organise symposiums as a way

of..........................the market potential of new products.

3. Before any drug can appear on the market, it must be..........................to a regulatory

body for approval.

4. In the fight for market share, drugs companies..........................vigorous marketing

campaigns.

5. Manufacturers often set up small studies to..........................the performance of

newly-launched drugs.

6. Some pharmaceutical companies have..........................massive sales forces.

7. Marketing activities tend to start long before a new drug has been..........................

by the regulator.

8. It is .sometimes hard to know whether the product benefits being.......................... by

drugs manufacturers are actually true.

Language practice
The article
Study these examples from Text 1. Then use 'a', 'an', 'the' or nothing at all to complete the text that

follows.

Criticism may be nothing new for the drug industry, but the ferocity of recent attacks is starting to worry

even the most hardened executive .

The industry stands accused of. . . offering doctors, not pens and notepads but bard cash.
The Lancet letter . . . was not a marketing ploy but a genuine attempt to bring to light important medical
information.
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A major pharmaceutical group has started selling'............cut-price drugs to ............hospitals in

............bid to increase its share of this multimillion pound market. Swedish multinational, SCP,

hopes ............move will persuade ............

hospital consultants to prescribe its anti-ulcer cure, Easit, instead of............rival products.

'We have decided to offer ............hospitals ............30% reduction on our products', said '............

Reg Hastings, SCP's marketing director in ............UK. 'There is ............intense competition for

............hospital market, and we must adjust our prices accordingly.

On ............surface, this seems like ............saving for ............health service, but

there are ............fears that ............move may simply be ............marketing ploy. 'You have to be very

careful,' says Paul Humphries, ............Director of ............ Drugs Watchdog Unit in London. 'Price

reductions are fine, but if............ price returns to its original level or even higher once ............drugs

have achieved ............wider circulation, any savings will be wiped out.'

Easit's main competitors are Primer and Tanalas. Last year, Easit had only............ 8% of

............world market, while ............Primer had ............ 15% share and ............Tanalas,

............market leader, accounted for ............39%.

If sentences
1. Study these sentences. Then answer the questions that follow.

If I were offered an exotic holiday as a bribe, I'd probably accept it.

If I were president of Glaxo, I'd be very worried about the ferocity of recent attacks on the

company.

Tobacco companies would quickly see their profits fall, if cigarette advertising was banned.

1 Are the situations referred to real or hypothetical?

2 Are the situations referred to in the present/future or in the past?

3 What structure is used to describe hypothetical situations in the present/future?

2. Practise using 'If' sentences. Ask your partner: 'What would you do in the
following situation?'
1. As chief executive of a loss-making airline, you receive an anonymous
telephone call warning you that a terrorist group is planning to place a bomb on
one of your planes in the next seven days . . .
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 2. As a new recruit to the sales force of a prominent office equipment firm, you
discover that you are expected to persuade customers to sign a service contract
for every item purchased - without letting them know that the cost of spare parts
and service calls increases sharply after the first year . . .
3. As purchasing officer for a major hotel group, you are considering refurbishment
proposals from three different companies when a representative from one of the
companies telephones and offers to buy you an exotic family holiday . .
4. As a copy-writer for a troubled package tour operator, you are asked to be more

'creative' in your descriptions and make the hotels and resorts on offer in your

new holiday brochure sound more appealing than they really are . . .

C. Closing
1. Before you read, discuss the following questions.

• Holiday companies and travel agencies sometimes give misleading descriptions

in their holiday brochures. Can you give some examples of such descriptions?

• In your country, who is responsible for monitoring the activities of travel agents

and/or tour operators? Is there a code of practice on holiday advertising?

2. The article summarises the results of a survey carried out by the consumer

magazine, Holiday Which? Give yourself one minute to scan the text quickly and

identify the survey's main findings. Then close your book and note down as many

key points as you can remember. When you have finished, check your notes against

the original article.

3.
Holiday Brochures Under Attack

BRITAIN'S biggest holiday companies are producing misleading brochures two years after

the Association of British Travel Agents introduced a code of practice on the subject, according to

a study by Holiday Which? magazine, Michael Skapinker writes. T____, the UK's biggest tour

operator, described Faliraki on

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 Rhodes as a former Fishing village which had retained its atmosphere. Holiday Which? said it was

"a sprawling, Costa-style resort".

E_________, part of T_________A_________, the second biggest holiday company, told

potential visitors to some apartments that shops, tavernas and nightspots were within easy

reach. In fact it was half a mile's walk to the nearest, solitary bar.

A_________, the third biggest operator, published a brochure with a picture of a beach on the

same page as a description of a hotel. Holiday Which? found the beach was miles from the hotel.

The magazine found brochures from other operators with photographs taken in such a way as

to hide unsightly features.

©The Financial Times

Vocabulary 2
What do the underlined words in the following sentences mean? Choose the best definition.

1. The Holiday Which?survey found many examples of misleading holiday brochures.

(line 3) a) undirected b) disorganised c) deceptive

2. Faliraki, a former fishing village, is situated on Rhodes, (line 15) a) well-known b)

one-time c) built-up

3. Not all resorts retain their charm with the development of tourism, (line 16) a) keep

b) spoil c) change

4. Holiday Which?described one place as a 'sprawling Costa-style resort', (line 19) a)

small and friendly b) old and untidy c) large and rambling

5. Brochure photographers try to keep unsightly features out of their pictures, (line 43)

a) insignificant b) unattractive c) unseen

Ethical Marketing is a process through which companies generate customer interest in

products or services, build strong customer interest/relationships, create value for
stakeholders by incorporating social and environmental considerations in products and
promotions.
Ten examples of Unethical Marketing Practices
1. Making false, exaggerated, or unverified claims
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2. Distortion of facts to mislead or confuse potential buyers
3. Concealing darks sides or side effects of products or services
4. Bad mouthing rival products
5. Using woman as sex symbols for advertising
6. Using fear tactics in promoting the products
7. Plagiarism of marketing messages
8. Exploitations
9. Demeaning references to races, age, sex, profession or religion
10. Spamming

UNIT 3

BUYING AND SELLING

A. Introduction. Study the conversation. Anne Bell is at the Household Designs

buying some crockery and cutlery for her office. She is talking to a sales

assistant. Below the conversation, there are some question to answer.

86
B. Presentation. Read again the conversation above. Use the information from

conversation and in the till receipt to decide which figures replace the small

letters in the written receipt.

87
Exercise. Do the following exercises.

Nick bought stereo equipment from Stereo Inc. The price of the speakers was $ 110.

The bill for two speakers came to $220. He paid in cash. He gave the assistant $250 and

she gave him $30 change and his receipt.

Write full sentences in answer to these questions, like this:

How much money did each speaker cost? Each speaker cost $110.

1. What was the unit cost of the speakers?

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2. Who was the seller?

3. Who was the buyer?

4. Who was the customer?

5. How did Nick pay for the equipment

6. How much did Nick spend?

7. How much did the bill come to?

8. How much change did the assistant give him?

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More about Checks.

C. Closing. Now you will play the roles of buyer and seller. Study your role.

You must only see the information on your own role, not your partner’s.

90
For the simulation, with a partner you will play a role. Your role will be different

from your partner’s. If your role is Anne, you have to only read the instruction for

Anne. And, if your role is the sales assistant, you have to only read the instruction

for The assistant role, on the next two pages. Remember, don’t see your partner’s

role instruction.

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92
93
94
9.279.204.445.957
95
 UNIT 4

PROCEDURES IN INTERNATIONAL TRADES

(Export and Import)

A. Introduction
Currently the economy in the world is growing very rapidly so that most

companies all over the world are now starting to begin their initial involvement in

international business by exporting and importing. Doing business in a global

environment is very different from doing business domestically. When you move

across your own border, you have to deal with a variety of dynamic environmental

forces and conditions that will have an impact on the operation of a company.

Associated with the global economic challenges, it is necessary to be more

familiar with any activities involved such as exporting and importing, and other

things related to them. After completing this lesson, the students are expected to

able to demonstrate their ability in defining export/import business and the

procedures of exporting and importing. This will be the initial comprehension to

study the next chapter.

B. Presentation

Reading Comprehension. Read the following text and answer the questions that

follow.

Exporting and Importing

Exporting is sending goods out of your country in order to sell them in another

country or to carry or send abroad, or out of a country, especially to foreign countries, as

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merchandise or commodities in the way of commerce. Export of commercial quantities

of goods normally requires involvement of the customs authorities in both the country of

export and the country of import.

Exporting also two major forms, they are: (1) Direct exporting. Direct exporting is a

business activity occurring between an exporter and an importer without an intervention

of a third party. This option is a good one for existing businesses that are looking for

ways to expand their operation. (2) Indirect exporting. Indirect exporting is simpler than

direct exporting. It involves exporting goods through various intermediaries in the

producer’s country. Indirect exporting doesn’t require any expertise or major cash

expenditure, and it’s the types of exporting used most often by companies that are new to

exporting

Direct-import refers to a type of business importation involving a major retailer

(e.g. Wall Mart) and an overseas manufacturer. A retailer typically purchases products

designed by local companies that can be manufactured overseas. In a direct-import

program, the retailer bypasses the local supplier (colloquial middle-man) and buys the

final product directly from the manufacturer, possibly saving in added costs. This type

of business is fairly recent and follows the trends of the global economy. Export-import

procedures involve several stages starting from the country of exporter to the country of

importer. In exporting and importing business, there are four important things need to

be considered by those practitioners (exporters & importers). One of them is the

procedure. The general procedure of export and import transaction involve (1)

preparation of exporting (research on countries or region, market, and costumer); (2)

business negotiation (enquiry, offer and counter-offer, acceptance, and conclusion of

sales contract); (3) implementation of contract (preparing goods for shipment,

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inspection application, reminding, examining, and modifying L/C, chartering and

booking shipping space, customs formality, insurance, documents preparation for bank

negotiation); and (4) settlement of disputes (conciliation, arbitration, and litigation).

There are a number of documents that are needed in export and import

transaction. The documents are Bill of Lading, Commercial Invoice, Packing List,

Weight Memo, Certificate of Inspection, Certificate of Origin, Insurance

Policy(certificate), and Sales Contract

Answer the following questions based on the above text.

1. What is an export transaction?

2. How many kinds of export are there? Explain.

3. What are the strengths of each kind of export?

4. What steps are involved in exporting?

5. How many kinds of documents that should be prepared?

C. Language Focus

In telling procedures, there are two kinds of sentences that can be used. They are

passive voice structure or imperative sentence structure.

Passive voice. Passive voice is made by putting participle-form verb (verb III) after be.

Structures.

• Simple Present/Past Tense

Subject + am/is/are/was/were + Verb III (+by + complement)

Examples:

1. Some parties are involved in international trades.

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2. The company’s dispute was settled yesterday.

• Present/Past Continuous Tense

Subject + am/is/are/was/were + being + Verb III (+by + complement)

Examples:

1. The documents were being checked by the custom officer.

2. Our company was referred to them by many clients.

• Present/Past Perfect Tense

Subject + have/has/had + been + Verb III (+by + complement)

1. The checks have been cashed.

2. The document has been sent to your bank two days ago.

• With modals (can/will/must/have to, should, etc)

Subject + can/will/must/have to/should + be + Verb III (+by + complement)

Examples:

1. A first request for payment should be made in polite tone.

2. Exported good must be accompanied by related documents.

Exercise 1. Translate the following sentences into English.

1. Semua dokumen yang relevan harus dipersiapkan.

2. Brosur kami dikirim tadi pagi.

3. Komplain harus ditangani sesegera mungkin.

4. Pemberitahuan akan disampaikan kepada mereka sebelum barang dikirim.

5. Semua masalah telah diselesaikan dengan baik.

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6. Usulan pembayaran sedang dipelajari oleh bank kami.

Imperatives Sentences.

Structures:

- Verb I (+ Object + Complement)

Example:
* Send a check to Mr. Hunter.

- Be + Adjective (+ Complement)
Example:

* Be careful with addressing the customer.

- Be + Noun (+ Complement)

Example:

* Be a part of international trades.

- Be + Adverb of Place (+ Complement)

* Be in the port before the ship arrives.

Negative Imperatives. For making negative imperatives use ‘Don’t’.

Example:

- Don’t apply for an L/C yet.

- Don’t be awkward when dealing with a customer.

Note: to make a polite imperative Please is usually used before or at the end the
sentence.

Exercise 1

Translate the following sentences into English

1. Bayar tagihan anda sebelum minggu depan.

2. Kemas barang kami seperti yang kami minta.

100
3. Jangan ganti barang kami dengan barang lain.

4. Jadilah parner bisnis kami.

5. Kirim nota kredit, jangan kirim buat faktur baru.

D. Closing.

Now, look at the following chart of export and import procedures, and then

make sentences either in passive and imperative structures.

Market Research

Marketing and Promotion Preparation of

exporting
Credit Information

Enquiry
Reply to Enquiry

Offer Counter-offer

Acceptance Business negotiation

Contract

Reminding of L/C
Checking Name of Commodity,
Examination and
Specification, Quantity, Packing
Amendment of L/C
and Marking Chartering,Space Booking

Figure 1. Export-Import
Docks
Procedures Insurance Company
Inspection Authority

Customs Formalities Performance of

contract

Loading, Bill of Lading Insurance Policy

UNIT 5

BUSINESS
Documents PRESENTATION
Preparation for Bank Negotiatio

Settlement of Disputes (if any)

A. Introduction
Read the following sentences. Pay attention to how to read the figures.

101
B. Presentation.

B.1 Saying the numbers.

102
B.2 Explaining Graphs.

103
In the following you will see how to say the graphs in different ways from how to say

them as above ways. Study the difference between American and British ways.

104
105
C. Exercise.

106
107
D. Closing. Now make 2 of graphs that show (1) the trends of your company sales and

the trends of your products from one year to others. When You are ready, present it

to the class. Others will ask questions

108
109
 UNIT 6

PROBLEMS AND QUESTIONS

A. Introduction

Read the following sentences. Pay attention to some expressions for addressing

questions.

110
B. Presentation. There are some expression that can be used in relations to the

situation when you have problem while doing presentations.

111
112
113
C. Exercise. Do following exercises
114
115
116
D. Now. Prepare a presentation. Try to use the techniques that have been discussed

above. When you do the presentation other will have to ask questions.

UNIT 7
DEALING WITH SALES CONTRACTS

A. Introduction

In this chapter, the students are going to study about a contract of sale which is required

for shipping documentation or export-import documentation. A contract of sale is a

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contract of good exchanging, services or property to buyer for an agreement upon the

value in money paid, or the promise to pay same. A sales contract is also an agreement

between a buyer and seller covering the sale and delivery of goods, securities, and

personal property other than goods or securities. In the United States, domestic sales

contracts are governed by the Uniform Commercial Code. International sales contracts

fall under the United Nations Convention on Contracts for the International Sale of

Goods (CISG), also known as the Vienna Sale Convention.

An obvious ancient practice of exchange in many common-law jurisdictions it is now

governed by statutory law that is designed to make transactions among merchants and

consumers straightforward and easy to understand.

After completing this chapter, the students are expected to be able to demonstrate their

ability in understanding and making a contract of sale.

B. Presentation
The following document is a contract of sales. Study the content.

Sales Contract
Contract No.: JKMSD100O-002
The sales contract (the "Contract") is signed between the following two parties on
January 18, 2010 (the "Signature Date") in Shanghai, China.
(1) Changzhou Cuibo Solar Technology Co., LTD. (the "Buyer")
Address: 158 East Renmin Road, Wujin High-tech Development Zone, Changzhou
City (No. 670, Business Incubation Center)
Telephone:
Fax:
(2) Jinko Solar Co., Ltd. (the "Seller")

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Address: 1 Jinko Road, Shangrao Economic Development Zone, Jiangxi Province,
China
Telephone: +86-793-8469699
Fax: +86-793-8461152
(Either Seller or Buyer is referred in this Contract as a "Party", and together, the
"Parties")
Both Parties of the Contract reach the following agreement according the terms
hereunder:

1. The Buyer agrees to buy and the Seller agrees to sell the following products (the
"Product") from the Signature Date of this Contract to December 31, 2010
("Contract Period").

Item Product specification Total quantity Unit price with tax Total price
1 180W mono-crystalline125
(diameter 150) solar panel 50MW ¥ ****/W ¥ ****
2 185W mono-crystalline125
(diameter 150) solar panel
Total: RMB **** Yuan (including tax)

****Confidential material omitted and filed separately with the Commission.

The total quantity of this Contract is 50MW, taking the quantity of 180W
monocrystalline panel as major and that of 185W monocrystalline panel as auxiliary.
The auxiliary material used to produce the contract product include: back sheet
produced by SFC Co., Ltd. in Korea; EVA of First Company, glasses of South Glass,
junction box of Cixi Renhe, and silicon rubber of Beijing Tianshan. The sectional
material is 50MM and buss ribbon produced by Yubang.
The Seller must use the auxiliary materials required in the Contract to perform
production and is not allowed to replace them with any other auxiliary materials,
unless written approved by the Buyer. It is required to adopt the cell produced by
Shanghai JA Solar Technology Co., Ltd., or Jinko Solar Co., Ltd. or Shunfeng
Company. If the cell made by other company is needed, written approval of the Buyer
shall be acquired.
The production quantity in February and March of 2010 is clearly stipulated in the
Contract by both parties, so the order in these two months is not formed. The
following production quantity agreed by both Parties shall be determined in the form
of order according to the Contract.

2. Product Acceptance Standard

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Reference to the attachment I in this Contract.

3. Payment Terms
The Buyer shall pay the goods through the following form within **** days after
signature of formal order:

1) ****% of the total price for goods shall be paid by T/T (telegraphic transfer);

2) ****% of the total price for goods shall be paid by L/C **** days issued by
domestic bank.
Bank information of the Seller is as follows:
Beneficiary: Jinko Solar Co., Ltd.
Opening bank: ShangRao Branch, Bank of China
Account number: 739153091438091001

3) The Seller has the ownership of products before receiving all corresponding
payment for goods.

****Confidential material omitted and filed separately with the Commission.

4. Delivery Plan
Both Parties arranged specific sales plan as follows:

1) Total sales plan in 2010 is 50MW;

2) The sales plan in February and March of 2010 is ****MW, respectively;

specific delivery quantity, model and time in other months of 2010 are subject
to the order determined by both Parties.

3) Delivery plan in February and March of 2010

Date Mono 180W(150) Mono 185w(150) Sub-Total

February 17, 2010 **** **** **** MW
February 20, 2010 **** **** MW
February 25, 2010 **** **** **** MW
March 15, 2010 **** **** MW
March 30, 2010 **** **** **** MW

5. Transportation
The Buyer is responsible for receiving goods in Seller's factory and bears all expenses
120
due to transportation. The Seller shall supply goods on the day specified in the supply
plan confirmed by both Parties in written form. The ownership of delivered products
and all risks are transferred from the Seller to the Buyer when the delivery
confirmation is signed.

6. Package
The Seller packs the goods according to the package standard of its factory. If the
Buyer requires changing the package standard or proposes other special
requirements, both Parties shall negotiate and reach agreement on the cost price of
package materials in attachment form.

7. Quality Guarantee
The Seller guarantees that the quality, specification and package of delivered product
are the same as those specified in the Contract, data document and any other written
document reached between two Parties.
The Buyer shall supply the user guide and installation and maintenance manual of
the delivered products, and the Seller may print for the Buyer. If the Buyer does not
supply one, the Seller shall use the user guide and installation and maintenance
manual conforming to the Seller's standard.

****Confidential material omitted and filed separately with the Commission.

8. Warranty Terms
Please refer to attachment II in this Contract "Limited Warranty Liability of Solar
Photovoltaic Panel".

9. Force Majeure

9.1 If any Party does not or delays to fulfil the obligations in this Contract directly or
indirectly due to natural disaster, wars, situations similar to war, embargo,
disturbance, strike, blockade and other unpredictable and uncontrollable
accidents which may not be solved without additional cost and time, this Party
shall not bear any responsibility for the other Party.

9.2 In case of force majeure, the affected Party shall inform the other Party within
seven days after occurring of such case and submit documents issued by local
relevant department used to prove the occurrence of force majeure within 15 days
after occurring of such case. Both parties shall negotiate and reach an optimal
solution used to solve the delay and interruption problem of this Contract due to
force majeure. If the force majeure continues to seriously impact implementation
of crucial obligation under this Contract for three months, either of the Party
shall have the right to terminate this Contract by written notice 30 days in
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 advance.

10. Liabilities for Breach of Contract

10.1If the payment of goods is delayed due to reasons of the Buyer, ****% of the
goods price shall be paid as breach penalty by the Buyer to the Seller for delay of
one day. If the Buyer delays to pay for goods for 20 days, it is considered that it
can not fulfil the payment, and the Seller has the right to immediately cancel the
order corresponding to that goods payment and require the Buyer to pay ****%
of the goods price as penalty fee, which does not exert any influence on other
rights of the Seller.

10.2If the payment of goods is delayed due to reasons of the Seller, ****% of the
goods price shall be paid as breach penalty by the Seller to the Buyer for delay of
one day. If the Seller delays to pay for goods for 20 days, it is considered that it
can not fulfil the payment, and the Buyer has the right to immediately cancel the
order corresponding to that goods payment and require the Seller to pay ****%
of the goods price as penalty fee, which does not exert any influence on other
rights of the Buyer.

10.3The prices of both two kinds of product in the Contract in 2010 are all ex-works
¥****/W. If the Buyer changes the above price without written consent of the
Seller, the Buyer shall pay ****% of goods price at that batch as penalty fee and
shall compensate all the losses of the Seller; if the Seller changes the above price
without written consent of the Buyer, the Seller shall pay ****% of goods price at
that batch as penalty fee and shall compensate all the losses of the Buyer.

10.4The Buyer promises not to sell the Seller's products to America, Canada and
Israel according to commercial layout requirements of the Seller; if the Buyer
breaches this term, he shall bear all the losses of the Seller due to it.

****Confidential material omitted and filed separately with the Commission.

11. Contract Disclosure

The Seller is actively preparing for the IPO and listing and may need to disclose main
contents of this Contract due to requirements of securities regulatory authorities of
the relevant countries, and the Buyer agrees to the disclosure.

12. Non-transferability
No Party of this Contract has the right to transfer any right or obligation without the
express written approval of the other Party.

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13. Applicable Laws
The execution, effectiveness, interpretation, implementation and disputes settlement
of this Agreement is in accordance with the laws of the People's Republic of China. If
special situation which is not included in the above-mentioned law occurs, the Parties
shall refer to the international commercial practices.

14. Arbitration
All disputes related to this Contract or due to implementation of this Contract shall be
solved by both parties through amicable negotiation. If no agreement is reached, the
dispute shall be submitted to Shanghai Branch, China International Economic and
Trade Arbitration Commission, and be settled in Shanghai according to the valid
arbitration rules on application date.

15.1Each Party or the related organization or the director, senior staff or employee of
each organization shall not disclose any of the following:

(1) The Contract;

(2) The transaction;

(3) The acts related to negotiation of both Parties; and

(4) Communication and information related to any one of the above-mentioned

items (confidential information).
They shall not disclose any confidential information to other people except the people
participating in the negotiation and/or evaluation and requiring knowing the
confidential
5

They shall not disclose any confidential information to other people except the people
participating in the negotiation and/or evaluation and requiring knowing the
confidential information, the organizations being informed the content of this Article
and required to abide by the regulations in this Article and its senior staff, director,
employee and special consultant.
However, if the confidential information is required to be disclosed with written
approval of both parties in advance or under requirements of applicable laws and
authority court or government organizations, including but not limited to the
disclosure requirements due to public listing of the Seller, this kinds of disclosure is
not considered to breach Article 15.1.

15.2The contract, attachments and orders form the whole Contract and have equal
legal force.

15.3The Contract comes into force upon the signature and seal by authorized
representatives of both Parties. A paging seal shall be stamped.

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 Signature and seal paper

Party A: Changzhou Cuibo Solar

Technology Co., LTD. Party B: Jinko Solar Co., Ltd.

Signature and seal: Signature and seal

/s/ Changzhou Cuibo Solar Technology

Co., LTD. /s/ Jinko Solar Co., Ltd.

Date Date

The content of Sales Contract

1. Contract number.

The contract number is the number registered upon the contract of sale between the

two parties.

2. The parties (buyer and seller)

This covers the information about the parties who are involved in the contract, or

those who want to sell and to buy product. One party is the seller and another is a

buyer. The terms of agreement is specified in the contract.

3. Terms of agreement

Terms of agreement deals with the agreement that both seller and buyer have

agreed. It covers the types of the product, the quantity, and the unit price. Those are

specified in this part for both parties to be understood.

4. Product acceptance standard

It deals with the standard of the product that both parties have agreed. It is usually

attached in a contract.

5. Payment terms

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 A payment term is the condition in which the buyer must pay through. This part

gives the information on how the buyer preferably will pay. There are several

methods of payment that the buyer can choose such as telegraphic transfer (T/T), or

Letter of Credit (L/C).

6. Delivery plan

The delivery plan covers the total sales and the shipping schedule. The shipping

schedule means when the products are delivered.

7. Transportation

This part deals with information about the condition of transportation. It covers the

way of transporting the products from the seller to buyer, and also the expenses due

to transportation.

8. Package

The package deals with the packaging system on how the product is packaged. It

covers the packing material, size, color, weight, and quality.

9. Quality guarantee

This part states the quality guarantee which covers the quality of the product,

warranty duration, terms of warranty, etc.

10. Warranty terms

This part covers the warranty of a product specifically. The terms are usually

specified in attachment of the contract.

11. Force majeure

This part states the condition of the contract between the buyer and the seller. The

condition covers the strengthening of the contract, so both parties will have no doubt

125
 applying the contract. The party who breaks the contract will definitely be banned

by the law.

12. Liabilities for breach of contract

This part states the contract of payment between the two parties. The payment

condition covers the punctuality of the payment, the delay of the payment, or even

the late of the payment. Some conditions are attached to each case based on the

agreement of the two parties.

13. Contract disclosure

This part deals with the party who is dealing with the IPO in relation to the

requirement of securities regulatory authorities. Both seller and buyer need to

understand this term for the best of their cooperation.

14. Non-transferability

This is the agreement between the two parties on the obligation security. No party

has a right to transfer any obligation without confirmation from another party who

they are dealing with.

15. Applicable laws

This part states the condition of the contract in which the two parties (seller and

buyer) have to go with the law.

16. Arbitration

Any changes to the content of the contract and the changes on the terms of condition

must be stated in this part, it deals with who is responsible and rightful to make the

changes. Commonly, one party has no right to make any changes on the contract

without confirmation to another party.

17. Terms of condition

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 This part is very confidential to other people except those who are participating in

the contract. It covers several agreements such as the contract, the transaction, the

acts, and communication between the two parties.

18. Legalization

To validate the contract, those who are participating in the contract have to give

approval by signing the contract. It means all parties involved in the contract have

agreed any condition stated in the contract and it can be legally applied.

D. Closing

Work in pairs, and make a contract of sale between your company and your friend’s

company. Follow these directions:

1. Choose your own company

2. Determine the parties who will be participating in the contract (seller and buyer)

3. The seller determine the product to sell, and the buyer determine the product to buy

4. Consider the contract condition, the warranty, quality, model, color, price,

transportation, method of payment, etc. (see the points of a sales contract)

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 UNIT 8
WAYS OF PAYING

A. Introduction

There standard ways of making payment in the export import trade international

trade market: Clean Payment, Collection of Bills and Letters of Credit L/C. Students

will also learn how to suggest method of payment, confirm and review the term of

payment which were agreed before. Besides, student will write a letter of confirming

and acknowledging payment.

After completing this subject, the students will be able to distinguish the three

basic types of payment methods and write different types of letter concerning the

method of payment.

B. Presentation

In this part we will discuss the standard methods of payment mentioned above,

which are in international trades. The methods are (1) Clean Payment; (2)

Collection of Bills; and (3) Letters of Credit L/C

In clean payment method, all shipping documents, including title documents

are handled directly between the trading partners. The role of banks is limited to

clearing amounts as required. Clean payment method offers a relatively cheap and

uncomplicated method of payment for both importers and exporters.

There are basically two types of clean payments:

128
a. Advance Payment

In advance payment method the exporter is trusted to ship the goods after

receiving payment from the importer.

b. Open Account
In open account method the importer is trusted to pay the exporter after

receipt of goods.

The main drawback of open account method is that exporter assumes all the

risks while the importer get the advantage over the delay use of company's

cash resources and is also not responsible for the risk associated with goods.

The Payment Collection of Bills also called “Uniform Rules for Collections”

is published by International Chamber of Commerce (ICC) under the document

number 522 (URC522) and is followed by more than 90% of the world's banks.

In this method of payment in international trade the exporter entrusts the

handling of commercial and often financial documents to banks and gives the

banks necessary instructions concerning the release of these documents to the

Importer. It is considered to be one of the cost effective methods of evidencing a

transaction for buyers, where documents are manipulated via the banking system.

There are two methods of collections of bill:

a. Documents Against Payment D/P

In this case documents are released to the importer only when the payment has been

done. This is sometimes also referred as Cash against Documents/Cash on

Delivery. In effect D/P means payable at sight (on demand). The collecting bank

hands over the shipping documents including the document of title (bill of lading)

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 only when the importer has paid the bill. The drawee is usually expected to pay

within 3 working days of presentation. The attached instructions to the shipping

documents would show "Release Documents against Payment"

Under D/P terms the exporter keeps control of the goods (through the banks)

until the importer pays. If the importer refuses to pay, the exporter can:

- Protest the bill and take him to court (may be expensive and difficult to control

from another country).

- Find another buyer or arrange a sale by an auction.

With the last two choices, the price obtained may be lower but probably still

better than shipping the goods back, sometimes; the exporter will have a

contact or agent in the importer's country that can help with any

arrangements. In such a situation, an agent is often referred to as a Case of

Need, means someone who can be contacted in case of need by the collecting

bank.

If the importers refuse to pay, the collecting bank can act on the exporter's

instructions shown in the Remitting Bank schedule. These instructions may

include:

- Removal of the goods from the port to a warehouse and insure them.

- Contact the case of need who may negotiate with the importer.

- Protesting the bill through the bank's lawyer.

b. Documents against Acceptance D/A

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 In this case documents are released to the importer only against acceptance of

a draft. Under Documents Against Acceptance, the Exporter allows credit to

Importer, the period of credit is referred to as Usance, The importer/ drawee is

required to accept the bill to make a signed promise to pay the bill at a set date in

the future. When he has signed the bill in acceptance, he can take the documents

and clear his goods.

The payment date is calculated from the term of the bill, which is usually a

multiple of 30 days and start either from sight or form the date of shipment,

whichever is stated on the bill of exchange. The attached instruction would show

"Release Documents against Acceptance".

Under D/A terms the importer can inspect the documents and , if he is

satisfied, accept the bill for payment o the due date, take the documents and clear

the goods; the exporter loses control of them.

The exporter runs various risks. The importer might refuse to pay on the due
date because:

- He finds that the goods are not what he ordered.

- He has not been able to sell the goods.

- He is prepared to cheat the exporter (In cases the exporter can protest the bill

and take the importer to court but this can be expensive).

- The importer might have gone bankrupt, in which case the exporter will

probably never get his money.

c. Letter of Credit L/C

Letter of Credit also known as Documentary Credit is a written undertaking

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by the importers bank known as the issuing bank on behalf of its customer, the

importer (applicant), promising to effect payment in favor of the exporter

(beneficiary) up to a stated sum of money, within a prescribed time limit and

against stipulated documents. It is published by the International Chamber of

Commerce under the provision of Uniform Custom and Practices (UCP) brochure

number 500.

Suggesting methods of payment

Firms sometimes states prices and condition in their advertisement or

literature and may not like prospective customer making additional demands.

However, even if conditions are quoted, it is possible to mention that you usually

expect certain concession. Although it is true that once a supplier has quoted a

price and stated terms, he may be unwilling to change them, y suggesting your

terms you indicate that certain conditions may persuade you to place an order.

The following are expressions of suggesting methods of payment:

- We would like to point out that we usually settle our account on documents

against acceptance basis with payment by 30-day bill of exchange.

- As we usually place very large order, we would expect a quantity discount in

addition to a 20% trade discount off net list prices, and our terms of payment

are normally 30-day bill of exchange, documents against acceptance

Confirming the Terms of Payment

Even though terms of payment have been agreed, it is necessary to confirm it. Here are

some examples of confirming the terms of payment:

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 - As agreed you will draw on us at 30-day, documents against payment, with the

documents being sent to our bank at….

- We would like to confirm that payment is to be made by irrevocable letter of

credit which has already applied to bank for….

Reviewing the Terms of Payment

Once we had a trading association, terms of payment may be reviewed.

- We decided to accept to accept the 15% trade discount you offered and terms of

payment viz. documents against acceptance, but we would like these terms to be

reviewed in the near future.

- We have been dealing with you on cash against document basis for over a year

and would like to change the payment by 40-day bill of exchange, documents

against acceptance.

- When we first contacted you last February you told us that you would be

prepared to reconsider terms of payment that should be made by 40-day bill of

exchange. Could you please confirm that you agree this new term?

Advising payment

Letter confirming payment in foreign trade transaction may be more complicated if we

want to take advantage of the letter to make certain points. See some examples below!

- Thank you for your prompt delivery. Please find enclosed our draft for £2341

drawn on Eastland City Bank, Sommerville. Could you please acknowledge the

receipt?

133
 - We would like to inform you that we have arranged for a credit transfer through

our bank, the Hammergbank, Bergen. The transfer is for £3,129 in payment of

invoice no Re 1641. Could you confirm the transfer has been made as soon as

the correspondent bank advises you?

- We have pleasure in enclosing our bank draft for £3,129 as payment on pro

forma invoice no.5543. Please advise us when the goods will be shipped and are

likely to reach Barcelona.

- You will be pleased to hear that we have accepted your bill and now have the

documents. We shall collect the consignment as soon as it arrives in Bonn and

honour you draft at maturity.

- Our bank informs us that they now have the shipping documents and will be

transferring the proceeds of letter of credit to your account.

Acknowledging the payment

- Letter acknowledging payment also tend to be short, whether in the home trade

or in the foreign trade.

- Our bank advised us today that your transfer £3,129 was credited to our account.

Thank you for paying so promptly, and we hope to hear from you again soon.

- We received an advice from our bank this morning that your transfer for invoice

No.RE 1641 has been credited to our account. We would like to thank you, and

ask you to contact us if you need anything else in menswear, or any information

about fashions in this country.

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 - Our bank informed us today that you accepted our bill (No.BE2255) and the

documents have been handed to you. We are sure that you will be pleased with

the consignment.

- The Nippon Bank in Tokushima has told us that the proceeds of letter of credit

have been credited to your account. Thank you for your custom and we hope

you will write to us again soon. We are enclosing our summer catalogue which

we are sure will interest you.

C. Closing. Do the following exercises.

Exercise 1.

1. How many methods of types of payment in export import? Mention them.

2. Are Documents against Payment different from Documents Against

Acceptance? If yes, in what way?

3. What is called by Letter of Credit?

Exercise 2. Please make a pair group. Imagine that you work at export import

company. Student A send an inquiry letter in which she/he suggest the term of

payment; student B will reply your letter and accept the method of payment you

suggest.

Exercise.3 Work with partner.

Student A

You have received 100 units of Toshiba Laptop from Student B Company. Now

write a letter confirming payment.

Student B

Send an acknowledgment of payment to student A.

135
 UNIT 9

NEGOTIATION

A. Introduction
International trade makes a wide variety of goods and services available to people

everywhere. Many of the items that we use daily are imports-products that are sold where w

produced or grown somewhere else. Conversely, products that are made or prod country, but

shipped abroad, are exports. Regardless of its resources, no country produce all of the goods and

services demanded by its citizens. Countries natural export those things that they can produce

better or less expensively than other "hey can then use the proceeds to import things they cannot

produce efficiently , The business case in this chapter demonstrates the transacting of international

between a large multinational company and a poor developing country. Iguana Oil, tonal company,

wants to arrange an agreement with the country of Guilipa to e export its oil reserves. Students

must negotiate the international business between opposing sides. Specific attention is given to the

process of negotiation.

PREVIEW
International Business
The Interactional user
1. Think about the following products that you may use everyday. Where do these come

from?

a. televisions
b. coffee
c. wine
d. cars
2. Make a list of other products that you use in your daily life. What countries are they

from?

________________________________________________________________
________________________________________________________________
________________________________________________________________

136
3. Why do these countries produce these products
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

Your country as an:

IMPORTER EXPORTER

1. What are your country's five top 1. What are your country's exports?
imports? five top

2. Why does your country import 2. Why does your country goods or
services? export these
these goods or services?

3. From where does your country 3. Where does your country export them
import them? to?

4. What are the advantages and 4. What are the advantages and
disadvantages of importing them? disadvantages of exporting them?

QUESTIONS FOR DISCUSSION

In small groups, discuss the following questions.

Aside from exporting, the following are some other ways of conducting international trade. Match

the following methods to the descriptions that follow, and then discuss examples of each within your

group.

1. A joint venture

2. A cartel

137
3. A licensing arrangement

4. An offshore manufacturing operation

A. Under this type of agreement, a firm in one country permits a firm in another

country to use its patents, trademarks, and technical processes to manufacture and

market a product.

B. Under this method, a foreign firm and one established in a host country share the

ownership and control of a third company in the host country.

C. A group of companies or countries handling similar goods join together in an effort

to control, the market for their goods.

D. In this method, a company establishes its manufacturing plant in a foreign country to

take advantage of the cheap labor and to avoid the high cost of transportation of the

goods.

When a firm operates in several countries, based in a parent country, and has global ownership and

management, it is a multinational corporation (MNC). What are the parent countries of the

following MNIC's?

Nestle ______________
International Business Machines (IBM)
Sony______________
Royal Dutch Shell

Name some other MNC's that operate in your country. What are the parent countries of these MNC's?

________________________________________________________________
________________________________________________________________
What are some benefits that a MNC can bring to a developing country? Are there any

disadvantages?
________________________________________________________________
________________________________________________________________

B. Presentation

138
New Vocabulary
The words in bold are taken from the case. Read the following sentences and try to guess the

meaning of the words. Write a synonym or your own definition.

1. At the end of last year, Iguana Oil's total assets were $38.9 billion and it was ranked

as the fourth largest petroleum company in the world based on revenues.

________________________________________________________________
________________________________________________________________
2. The company was founded in 1932 and experienced phenomenal growth during the

1930's and 40's; it made an important contribution to the war effort during World

War II

________________________________________________________________
________________________________________________________________
3. It's growth continued well after the war as baby boomers bought cars to support

their need for mobility in their work, entertainment, and vacationing.

________________________________________________________________
________________________________________________________________

4. Now as Iguana Oil prepares for the twenty-first century, the world's oil supplies are

diminishing and the cost of exploring and developing new oil fields is increasing

tremendously.

________________________________________________________________
________________________________________________________________
5. At our current rate of extraction, which is in accordance with world demand, our

present oil reserves are expected to be used up within the next twenty-five years.

________________________________________________________________
________________________________________________________________

139
6. The oil reserve may be extremely large or it may be extremely small. There is no

"way of knowing until we actually start developing the oil exploration sites already

staked out.

________________________________________________________________
________________________________________________________________

7. Since the 1970's, Cuilipa has been plagued by a large deficit, unable to earn enough

foreign currency to pay for imports.

8. All of President Sanchez's aides were exclaiming, "This is just what Guilipa needs

to help rebuild the economy!"

________________________________________________________________
________________________________________________________________
9. Even though President Sanchez thought this could be an excellent opportunity for

Guilipa, he was still a bit wary.

________________________________________________________________
________________________________________________________________
10. "Yes, Guilipa desperately needs economic help. We are in very difficult times.
However, we still want representation, autonomy, and dignity in the venture.
________________________________________________________________
________________________________________________________________
Now try to match the words with one of the given synonyms or definitions.
_____ 1. rank a. extraordinary
_____2. phenonmenal b. independence
___ 3. baby boomers c. shout
___ 4. diminish d. cautious
___ 5. in accordance with e. order
___ 6. stake out f. demarcate
___7. deficit g. individuals born after the
immediate post-World War II period
____8. exclaim h. corresponds to
____9. wary i. decrease
_____10. autonomy j. shortage

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Case history
IGUANA OIL
Iguana Oil is a petroleum company with operations in the United States and more than

eighty other countries. The company's operations include exploring for and developing crude oil, a

most important commodity in today's world. In addition, Iguana Oil is involved in transporting

crude oil in pipelines, supertankers, and trucks. At the end of last year, Iguana Oil's total assets

were $38.9 billion and it was ranked as the fourth largest petroleum company in the world based on

revenues.

The company was founded in 1932 and experienced phenomenal growth during the 1930s

and 1940s; it made an important contribution to the war effort during World War II. Its growth

continued well after the war, as baby boomers bought cars to support their need for mobility in

their work, entertainment, and vacationing. During the 1970s, the Organization of Petroleum

Exporting Countries (OPEC) helped to increase the profits of Iguana Oil by raising oil prices. By

the end of the 1980s, Iguana Oil was in a strong financial position.

Now, as Iguana Oil prepares for the twenty-first century, the world's oil supplies are

diminishing and the cost of exploring and developing new oil fields is increasing tremendously.

According to the president of Iguana Oil, Bill Rowen, "Iguana Oil must prepare for the future by

exploring for more oil reserves and developing new sources of energy. The exploration and

development of new reserves is urgent for Iguana Oil. Our future depends on it. At our current rate

of extraction, which is in accordance with world demand, our present oil reserves are expected to

be used up within the next twenty-five years. Iguana Oil needs to find new sources, rich with

reserves, that will carry the company well into the twenty-first century."

An initial exploration by Iguana Oil has determined that there is a strong possibility there

is an oil reserve off the coast of Cuilipa, a poor developing nation located in the tropics. However,

the size'of this reserve is not known. Yesterday Mr. Rowen told the board of directors, "The

reserve may be extremely large or it may be extremely small. There is no way of knowing until we

actually start developing the oil exploration sites already staked out."

The country of Guilipa has a population of about 4.5 million people. The per capita income

averages approximately $700 per year. Guilipa's main exports are sugar, coffee, fish and other

141
seafood. Its main imports are raw materials for plant and equipment, technological and electronic

goods, and, of course, oil. Since the 1970s, Cuilipa has been plagued by a large deficit, unable to

earn enough foreign currency to pay for its imports. This debt, and the balance of payments deficit,

has contributed to runaway inflation and to a severe shortage of consumer goods.

Recently, a native Guilipian remarked to the foreign press, "Now there are very few

products in our supermarkets. What is available for me to buy gets more expensive every day

because my money continues to lose its value. I don't know what the future holds for my family, but

we are getting more and more desperate. In addition, Cuilipa is suffering from a high level of

unemployment, especially in the capital city. Outside the capital city, many of the citizens are

peasant farmers or fishermen on the coast.

Guilipa's president, Jose Sanchez, who is running for reelection next year, recently said at

a campaign rally, "If I am elected as your president again, Guilipa's economy will continue on its

path of improvement. More jobs will be created, your children will eat and go to school, your

money will be worth more!" With this, all the people clapped and shouted, "Sanchez! Sanchez!

Sanchez!"

When President Sanchez returned to his office later that day, he was contacted by the

Iguana Oil Company, which notified him of its interest in starting oil drilling off Guilipa's coast. All

of President Sanchez's aides were exclaiming, "This is just what Guilipa needs to help rebuild the

economy! Even though President Sanchez thought this could be an excellent opportunity for

Guilipa, he was still a bit wary. "Yes, Guilipa desperately needs economic help. We are going

through very difficult times. However, we still want representation, autonomy, and dignity in this

venture." President Sanchez, clearly a man of the people, is considered by all to be above undue

influence. During the whole time Jose Sanchez has been his country's president, not a bit of

corruption has touched him or his administration.

In response to Iguana Oil's interest in drilling for oil off Guilipa's coast, President Sanchez

faxed a letter to Mr. Rovven, President of Iguana Oil.

Dear Mr. Rowen,

I am delighted to learn about your company's interest in drilling for oil off the coast of

142
Guilipa. A venture such as this could really help to solve some of the economic problems my

country is now facing. However, after reviewing the contract that you faxed to my office, I am very

concerned about certain areas. In order for me to sign the contract, honestly representing all

citizens of my country, we must negotiate the following areas:

Ownership and management

➢ How does Iguana Oil propose to develop the potential oil reserves?

➢ Will Iguana Oil have centralized or decentralized control in the venture?

➢ Who will the management consist of?

➢ Will Guilipians hold positions in management? If so, how many, and

➢ which positions?

➢ What benefits will the workers receive?

➢ What kind of training will the workers receive?

➢ How much will the workers be paid?

Profit and investment

➢ Who will own the oil? At what percentage?

➢ How will Guilipa gain income on the oil?

➢ What percentage of the profits will be Guilipa's?

➢ What percentage of the profits will be reinvested in the company for the

extraction of more oil in Guilipa?

➢ What percentage will be invested in the country's infrastructure?

Economic issues

➢ How much employment will the venture provide locally?

➢ How much oil will be provided for the domestic market? At what selling price?

Environmental issues

➢ If there is an oil spill, who will be responsible?

➢ How will it be cleaned up? Who will pay for the cleanup?
143
 ➢ What happens if the spill destroys our fishing industry?

Other issues
➢ We propose to take up additional issues as they arise, particularly as we

approach the active negotiation stage.

At our negotiating session next month in Guilipa, I hope we will be able to come to an agreement on

these areas.

Yours Truly,

Jose Sanchez

President of Guilipa

Match the words in the first column with their meaning in the second column.
1. multinational corporation (MNC) a. the search for mineral deposits or other valuable natural

resources

2. commodity b. the flow of all money into and out of a country including

imports and exports

3. cartel c. the average amount of income per person in a given country

4. exploration d. a thing or article which has specific use and value. It can be

bought or sold and is either manufactured or extracted

from the natural environment.

5. balance of payments e. the rapid and unlimited rise of prices accompanied by the

excessive printing of money. Rates usually exceed 100%

per year.

6. infrastructure f. a very large firm that produces, markets, and finances its

operations throughout various nations of the world

7. runaway inflation g. an association of suppliers or producers designed to limit

competition among its members with the objective of

increasing profits

8. per capita income h. the basic structure of a nation's economy including

transportation, highways, bridges, communications, and

144
 other public services

Exercise. In Pair, do the following.

145
C. Closing. You’ll play role according to the following.

GROUP PROBLEM SOLVING

Setting Up
The class will be divided into three small groups for the negotiating session:
Group A: Iguana Oil
Your group represents the management of Iguana Oil. Someone on your team will be the president

of Iguana Oil, Bill Rowen. The other group members are experts in a specific area needed to fulfill

the team's goals for the negotiation. For example, someone will be the vice-president of finance.

Your group will go first in the negotiating session, addressing the issues that President lose Sanchez

raised in his memo to your company. Your group will "have the floor" tirst, with each team

member speaking about his or her specific area. Begin by first introducing all participants (in both

Group A and Group B) and their specific roles. Keep in mind the tips for negotiating which are

located at the end of the chapter.

Group B: Guilipa
Your group represents the country of Guilipa. Someone on your team is President Jose Sanchez.

All other members are experts in a specific area needed to fulfill the team's goals in the negotiation.

For example, someone is the economy minister. Your team will first listen to what Group A has to

offer and then respond with what your group has decided is acceptable and not acceptable. It is

important that all team members take notes while Group A is presenting its points, so as not to

forget important points that you may want to address. Keep in mind the tips for negotiating which

are given at the end of the chapter.

Group C: The Judge

Your group analyzes the negotiating process. When the session is over, your group will have five

minutes to discuss and confer. The following are some points to keep in mind:

1. Was the negotiating process successful? Why or why not?

2. What ideas, techniques, or ways of speaking were effective in the negotiation?

3. Did the session focus on important points, or were many irrelevant issues

presented?

4. Which important issues did both teams overlook?

146
 5. Did everyone contribute to the session, or did only one or two students dominate

the session?

6. Was the agreement the best possible solution?

7. What specifically was said that was crucial in reaching the agreement?

8. How could the negotiating session have been improved?

Preparing the Platform

To prepare vour group for the negotiating session (only Groups A and B), discuss each issue raised

in the memo that Jose Sanchez sent to Bill Rowen. Decide what is acceptable and not acceptable to

vour group for each issue. (Use additional lines if necessary.)

Ownership and Management

________________________________________________________________
________________________________________________________________
Profit and Investment Economic Issues
________________________________________________________________
________________________________________________________________
Environmental Issues
________________________________________________________________
________________________________________________________________
Other Issues
________________________________________________________________
________________________________________________________________

Group Negotiation

Group A begins the session with an uninterrupted presentation of what it is willing to offer to

Group B. After Group A is finished, Group B presents its platform and reponds to what Group A

has to offer. The following is a worksheet to help you during the negotiating process. The first part

of the worksheet is designed to help you remember important points brough' up that vou would like

to address later in the session. The second part,is designed to help j you e\aluate the other team's

147
proposals, and the third part is provided to help vou reco-the final agreements. (Use additional

lines if necessary.)

Points to be brought up later

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

REFERENCES

1. Anne-Feltag Lawrence. 2003. Business Presentations. Chengdu. Cina: Longman.

2. David Cotton and Sue Robbins. 1993. Business Class. Hong Kong :Thomas Nelson
and Sons Ltd.
3. Jennifer Spring-Wallace, 1993. Englsih for Corporate Communication- Cases in
International Business. New Jersey :Regents/Prentice Hall.
4. C.H.Spurin. 2001. International Trade Flow Diagrams. London: Nationwide
Mediation Academy UK Ltd.
5. Susan Norman. 1990. We’re In Business, English for Commercial Practice and
International Trade. Student’s Book. England : Longman Group Ltd.
6. http://www.export911.com/e911/export/bill.htm, diakses 30 Desember 2010.
7. www.oag.state.md.us/Healthclub/letterofcredit.PDF, diakses pada 20 November
2010.
8. http://www.unzco.com/basicguide/c12.html#sample, diakses pada 20 November
2010.

ACKNOWLEDGMENT

The writers would like to express thanks to Almighty God, Allah SWT who has
blessed both of us so that the writing of this book entitled English for International Trade
can be finally completed. We would also wish to acknowledge to all parties in supporting
the completion of this teaching book.
We would like to take this opportunity to recognize our colleagues who have
contributed their ideas and advices in completing this book. Thank to all colleagues at
The State Polytechnic of Ujung Pandang for their thoughtful opinions and valuable

148
suggestions in the process of completing this book.
A particular debt of gratitude is owed to Ir.Abdi Wibowo,M.T. and the P3AI UNIT
team for their patience in waiting and providing format of this book and to those who
have spent their valuable time to proof read this book.
Finally, thanks to all the people who are willing to give constructive feed backs and
correction to this teaching book.

Makassar, January 2011

The Writers,
Drs. Akhmad , M.Ed TESOL
Dra. Farida Amansyah, M.A. TESOL

DAFTAR ISI

Hal

HALAMAN PENGESAHAN.......................................................................... i
KATA PENGANTAR.................................................................................... ii
DAFTAR ISI ................................................................................................... iii
GBPP.............................................................................................................. 1
KONTRAK PERKULIAHAN…………………………………………......... 7
TINJAUAN MATA KULIAH……………………......................................... 13

149
UNIT 1 BRAND MANAGEMENT
1.1 INTRODUCTION…………………………………………
1.2 PRESENTATION………………………………………….
1.2.1 Conversation ............................................................
1.2.2 Language Focus .......................................................
1.3 EXERCISES……………………………………………….....
1.3.1 Exercises…………………………………………...
CHAPTER II MARKETING ETHICS
2.1 INTRODUCTION…………………………………………..
2.2 PRESENTATION…………………………………………..
2.2.1 Conversation .............................................................
2.2.2 Language Focus ........................................................
2.3 EXERCISES………………………………………………..
2.3 .1 Exercises……………………………………………
UNIT III BUYING AND SELLING
3.1 INTRODUCTION…………………………………………
3.2 PRESENTATION……………………………………………
3.2.1 Reading ......................................................................
3.2.2 Language Focus .........................................................
3.3 EXERCISES…………………………………………………... 31
3.3.1 Exercises…………………………………………….
UNIT 1V PROCEDURES INTERNATIONAL TRADES
(EXPORT-IMPORT)
4.1 INTRODUCTION……………………………………………
4.2 PRESENTATION…………………………………………….
4.2.1 Conversation ................................................................
4.2.2 Language Focus ...........................................................
4.3 EXERCISES……………………………………………….....
4.3.1 Exercises……………………………………………......
UNIT V BUSINESS PRESENTATION
5.1 INTRODUCTION……………………………………………..
5.2 PRESENTATION……………………………………………..
5.2.1 Conversation ...............................................................
5.2.2 Language Focus ...........................................................
5.3 EXERCISES……………………………………………………
5.3.1 Exercises……………………………………………
UNIT VI PROBLEMS AND QUESTIONS
6.1 INTRODUCTION……………………………………………

150
 6.2 PRESENTATION……………………………………………
6.2.1 Reading ...........................................................................
6.2.2 Language Focus ..............................................................
6.3 EXERCISES……………………………………………….....
6.3.1 Exercises………………………………………………..
UNIT VII DEALING WITH SALES CONTRACTS
7.1 INTRODUCTION……………………………………………
7.2 PRESENTATION……………………………………………
7.2.1 Conversation ..................................................................
7.2.2 Language Focus .............................................................
7.3 EXERCISES…………………………………………………
UNIT VIII WAYS OF PAYING
8.1 INTRODUCTION…………………………………………
8.2 PRESENTATION…………………………………………
8.2.1 Conversation ..............................................................
8.2.2 Language Focus ..........................................................
8.3 EXERCISES……………………………………………….
8.3.1 Exercises……………………………………………..
UNIT 1X NEGOTIATION
9.1 INTRODUCTION……………………………………………
9.2 PRESENTATION……………………………………………
9.2.1 Conversation ...............................................................
9.2.2 Language Focus ...........................................................
9.3 EXERCISES…………………………………………………
9.3.1 Exercises……………………………………………..

151
 KONTRAK PERKULIAHAN

Nama Mata Kuliah : English for International Trade

Kode Mata Kuliah :
Pengajar : Drs. Akhmad, M.Ed. TESOL
Dra. Farida Amansyah, M.A. TESOL
Drs. Paramudia, M.Ed
Andi Musdariah, S.S, M.Hum
Ismail Anas, S.Pd, M.Pd
Semester : VII
Hari Pertemuan :
1. 1.Manfaat Mata
Manfaat Kuliah
Mata Kuliah

Sebagai mahasiswa Diploma IV jurusan Administrasi Bisnis, para mahasiswa

semester VII harus mengenali dan memahami berbagai jenis tugas dan tanggung
jawabnya kelak jika mereka telah bekerja pada suatu instansi atau perusahaan. Mata
Kuliah English for International Trade ini dirancang agar mahasiswa mampu
152
menggunakan Bahasa Inggris dalam menyelesaikan berbagai tugas seorang
administratur profesional khususnya dalam bidang perdagangan international
(international Trade)
Mata kuliah ini ditawarkan untuk membantu mahasiswa memperoleh
pengetahuan dan pemahaman secara lebih comprehensive mengenai berbagai macam
informasi dan pengetahuan yang bersifat practical yang berkaitan dengan administrasi
bisnis dalam perdagangan global. Tentunya, diharapkan agar segala informasi penting
yang mereka dapatkan dalam Mata Kuliah ini akan sangat berguna dalam menambah
wawasan dan persepsi mahasiswa mengenai dunia bisnis international pada umumnya
dan administrasi perdagangan ekspor impor.

2. Deskripsi Perkuliahan

Mata kuliah ini merupakan lanjutan dari mata kuliah dari mata kuliah Bahasa
Inggris pada semester-semester sebelumnya, dan sekaligus sebagai mata kuliah baru
yang disajikan di semester VII bagi mahasiswa Diploma IV jurusan Administrasi Bisnis
Ekspor Impor.
Sebagai mata kuliah yang merupakan bagian yang terintegrasi dengan mata
kuliah yang lain (seperti mata kuliah simulasi bisnis, korespondensi bisnis Inggris dll)
mahasiswa diharapkan telah mempunyai pengetahuan dan pemahaman yang memadai
tentang aktivitas yang lazimnya dilakukan dalam perdagangan bisnis antar negara, baik
itu secara bilateral maupun yang dilakukan secara multilateral.
Semua pokok bahasan yang terbagi dalam 9 unit pada Mata kuliah English for
International Trade ini berusaha untuk menghubungkan pokok bahasan dengan realitas,
yakni menggunakan contoh-contoh yang relevan dengan tugas-tugas seorang
administratur bisnis pada perusahaan berskala internasional.
Untuk membantu mahasiswa memperoleh gambaran umum ruang lingkup materi
perkuliahan, perhatikan skema berikut !

Skema Materi Perkuliahan English for International Trade

9. Negotiation

8. Ways of Paying
1.

7. Dealing with Sales Contract

6. Problems and Questions 153

2.
5. Business Presentation

4. Procedures International Trades (Exim)

3.
3. Buying and Selling

2. Marketing Ethics

1. Brand Management

154
 3. Tujuan Instruksional

Pada akhir perkuliahan ini, mahasiswa diharapkan mampu :

1) Menjelaskan pengertian Brand Awareness dan Brand Image dan dapat membedakan
kedua pengertian tersebut dalam Bahasa Inggris
2) Melakukan aktivitas pemasaran produk dalam Bahasa Inggris sesuai dengan etika
perdagangan international.
3) Mengidentifikasi aspek-aspek penting yang harus dilaksanakan dalam aktivitas
buying and selling dalam Bahasa Inggris.
4) Melakukan aktivitas perdagangan ekspor impor sesuai dengan standard bisnis
international.
5) Membuat presentasi bisnis suatu produk dalam Bahasa Inggris.
6) Mengantisipasi masalah yang mungkin terjadi dalam sebuah presentasi bisnis dan
mengetahui strategi cara menjawab pertanyaan-pertanyaan dalam suatu presentasi
bisnis dalam Bahasa Inggris.
7) Membuat kontrak penjualan sesuai dengan perjanjian dalam Bahasa Inggris.
8) Mengetahui cara-cara pembayaran yang digunakan dalam sebuah transaksi
perdagangan bilateral dan multilateral.
9) Melakukan negosiasi dalam perdagangan international .

4. Strategi Perkuliahan

Metode yang akan digunakan dalam perkuliahan ini ialah ceramah, diskusi, role-
play, dan persentasi dari peserta perkuliahan. Ceramah dan diskusi akan diberikan pada
awal perkuliahan agar mahasiswa dapat memahami materi perkuliahan untuk setiap topik
dengan baik. Role-play akan diberikan agar mahasiswa mampu untuk menerapkan tugas-
tugas yang kelak akan mereka hadapi dalam pekerjaannya dengan baik dan profesional.
Persentasi dan latihan akan memberi kesempatan pada setiap mahasiswa untuk lebih
mengeksplore secara comprehensive kemampuan mereka dalam berbahasa Inggris baik
secara lisan maupun tertulis.

155
 5. Materi/Bacaan Perkuliahan

Buku/bacaan pokok dalam perkuliahan ialah berikut ini.

2) Ashley. A. 1992. A Handbook of Commercial Correspondence.
3) Brock, Susan L. 1992. Writing Business Proposals and Reports.
4) German, David 0. 1996. English Business Letters. London: London Singapore
5) Holleff, V. 1999. Businesss Objectives. London: Oxford University Press.
6) Howe, Brian. 1987. Potrfolio: Case Study For Business English. Oxford : Oxford
University Press.
7) Jones, Leo. 1989. International Business English. London: Cambridge University
Press.
8) Karridge, David. 1996. International Business Role Plays. London : Delta Publishing.
9) Kesrel. M. 1999. Tour Operation Two. Jakarta: Nusa Graphika.
10) Lembaga Pendidikan dan Pengembangan Profesi Indonesia. 2001.
11) Macaziola. Sare J. 2002. Further Ahead; A Communication Skill Course for Business
English. London: Cambridge University Press.
12) Myers, Ferfrey. 1987. Take Another Letter. London : Macmilllan Publiher Ltd.
13) Oxford University English Teaching Development Unit. 1987. English for Secretary .
London : Oxford University Press.
14) Watson-Delestree, Anne. A Basic Telephone Language and Skills. London: ITP
Business.
15) Wello, Muhammad Basri. Introduction to ESP (English for Specific Purposes).
Makassar : Badan Penerbit Universitas Makassar.
16) Brieger, Nick and Comfort Jeremy. Developing Business Contact. New York: Prentice
Hall International (UK) Ltd.
17) Brieger, Nick and Comfort, Jeremy. 1989 Early Business Contacts. New York.
Prentice Hall International (UK) Ltd.
18) Cyssco, Dhanny R.. 1999. English Conversations Correspondance Secretaries.
Jakarta: Puspa Swara.
19) Cyssco, Dhanny.R. 2004. Mastering English Conversations for Secretaries. Jakarta:
Puspa.
20) Cutton, D.and Robins,S. 1993 Business Class. Hong Kong: Thomas and Sons.
21) McSwain, Mary and Morihara, Bonnie. Doing Business in American English. Jakarta:
Gramedia Pustaka Utama.
22) David, Crridge.1996. International Business Role Plays. London : DELTA Publishing.
23) Machfoedz, Machmud. Let's Talk Business: Business Concept for English Practice.
Yogyakarta: BPFE-YOGYAKARTA.
24) O’connor, Philip and Adria Pilbeam.1992. Negotiating. England: Longman Group.

156
25) Holleff Vicki. 1999. Business Objectives London. Oxford University Press.
26) Macaziola. Sare Jones. Futher Ahead; A Communication Skill Course for Business
English. London: Cambridge University Press.
27) Wood, LR. Commercial Communication. London: Longman.
28) Ashley, A. 1992. A Handbook of Commercial Corresspondence. London : Cambridge
University Press.
29) Tim M2S. 1994, Business Letter. Bandung : M2S
30) Geffner, Andrea B. How to write Better Business Letters. USA: Barren's Educational
Series.
31) Brook, Susan L.1992. Writing Business Reports and Proposals. London : CUP.
32) Jones, Leo. 1989. International Business Role Plays. London : Delta Publishing.
33) Vicki, Holleff. 1999. Business Objectives. London: Oxford University Press.

6. Tugas

1) Setiap bahan perkuliahan sebagaimana disebutkan pada jadwal program harus

sudah dibaca sebelum mengikuti kuliah.
2) Assignment dan Homework untuk setiap pokok bahasan dalam bentuk latihan secara
individual, Group work dan Class Presentation.
3) UTS (Ujian Tengah Semester akan diadakan setelah lima unit atau topik telah selesai
diajarkan dan pemberian UTS ini berbentuk essay.
4) UAS (Ujian Akhir Semester) diadakan dalam bentuk tertulis yang meliputi seluruh
topik yang telah diajarkan termasuk empat topik bahasan kedua. Ujian Akhir
Semester juga diberikan dalam bentuk essay.

7. Kriteria Penilaian

Penilaian akan dilakukan oleh pengajar dengan menggunakan kriteria yang telah
ditetapkan dalam peraturan akademik: bab IV, pasal 14 ayat 5 – 6 berikut ini.
Nilai Poin Skor
A 4 80 – 100
B 3 70 – 79
C 2 60 – 69
D 1 50 – 59
E 0 0 – 49

157
Dalam menentukan nilai akhir akan digunakan pembobotan sebagai berikut :
1. Tugas/latihan : 20 %
2. Evaluasi Tengah Semester : 30 %
3. Evaluasi Akhir Semester : 50 %

8. Jadwal Pelaksanaan

Tanggal Pokok Bahasan Bacaan/Halaman

Brand Management 1,hlm. 1-23
3,hlm. 86-97
Marketing Ethics 5,hlm. 49-81
6,hlm. 61-121

Buying and Selling 11,hlm. 8-61

Procedures International 7,hlm. 88-97, 94-100

Trade (Export-Import) 19,hlm 113-120
21,hlm. 141-142
11,hlm 126-130

Business Presentation 12,hlm. 1-11

13,hlm. 70-74
7,hlm. 48-53

Problems and Questions 15,hlm. 136

17,hlm. 95-96

Dealing with Sales 13,hlm. 1-14

Contracts 16,hlm. 1-127
1,hlm.

158
Ways of Paying 19,hlm. 73-74
20,hlm.
21,hlm. 106-109
Negotiation 19,hlm. 73-74
20,hlm.
21,hlm. 106-109

Ujian Akhir Semester

159
 TINJAUAN MATA KULIAH

Buku ajar English for International Trade ini digunakan sebagai bahan ajar pada

mata kuliah Bahasa Inggris untuk Perdagangan International pada mahasiswa Program D

IV aAdministrasi Niaga Politeknik Negeri Ujung Pandang. Buku ini disusun untuk

memenuhi kebutuhan mahasiswa yang duduk di semester tujuh program Diploma IV

Jurusan Administrasi Niaga yang telah memiliki pengetahuan bahasa Inggris tingkat

lanjut (Advanced) sebagai buku ajar dan merupakan buku pegangan mahasiswa yang

wajib mereka bawa setiap mengikuti kelas untiuk mata kuliah English for International

Trade. Buku ini menyajikan secara comprehensive segala aspek penting perdagangan

international baik yang dilakukan antar dua negara (bilateral) atau lebih (multilateral).

Prosedur dan penggunaan ungkapan bahasa Inggris yang berhubungan dengan aktivitas

bisnis dalam perdagangan international diberikan dengan memperhatikan Four

Integrated Skills in English yakni Speaking, Listening, Reading and writing.

Buku ajar ini menekankan pada kemampuan menggunakan keterampilan

bercakap, mendengar, membaca, dan menulis Bahasa Inggris khususnya yang

berhubungan dengan aktivitas-aktivitas yang dilakukan dalam perdagangan

international. Strategi dalam mengasah kemampuan mahasiswa dalam bahasa Inggris

diberikan melalui latihan-latihan yang disajikan secara variatif dan enjoyable. Secara

sistimatis isi dari buku ini dibagi dalam sembilan unit, dengan perincian sebagai berikut:

Unit I membahas “Brand Management”, Unit II mendiskusikan tentang “Marketing

Ethics”, Unit III membahas mengenai “Buying and Selling”, Unit IV membahas

“Procedures International Trade (Exim) ”, sedangkan Unit V membahas “ Business

Presentation” , sebelum pelaksanaan Ujian Tengah Semester. Selanjutnya, Unit VI

mambahas “Problems and Questions”, pembahasan tentang “ Dealing with sales

Contracts “ pada Unit VII , sedangkan dua unit terakhir, yakni Unit VIII membahas

mengenai “Ways of paying ” dan Unit IX membahas “Negotiation” . Diharapkan bahwa

setelah mempelajari isi buku ajar ini mahasiswa peserta mata kuliah ini dapat

mengembangkan strategi dan teknik mendengar, berbicara, membaca dan menulis

160
dengan baik dalam Bahasa Inggris

161
 SESI/PERKULIAHAN KE 1

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu :

1. Menjelaskan pengertian Brand Awareness.
2. Menjelaskan pengeri\tian Brand Image
3. Menyimpulkan perbedaan antara Brand Awareness dan Brand Image.

Pokok Bahasan : Brand Management

Deskripsi Singkat : dalam pertemuan ini mahasiswa akan mempelajari mengenai pengertian
dalam Brand Management, yakni Brand Iawareness dan Brand` image serta dapat
membedakan kedua hal tersebut.

V. Bahan Bacaan :
4. Hooleff, V. 1999. Business Objectives. London : Oxford University Press
5. Jones, Leo. 1989. International Business English. London: Cambridge
University Press
6. Karridge, David. 1996. International Business Role Plays. London : Delta
Publisinng.
VI. Bacaan Tambahan :
3. Machfoedz, Machmud. Let’s Talk Business Concept for English Practice,
Yogyakarta : BPFE-YOGYAKARTA
4. Watson-Delestree, Anne. A Basic Telephone Language and Skills.
London: ITP Business
VII. Pertanyaan Kunci/Tugas :
3.
4.
VIII. Tugas :

162
 CHAPTER I

THE NEW SECRETARY

( The Routine and Additional Duties )

Internal memo
to Maureen Lynch reference reference EG/sw
from Erich Graber 27 your reference
date November 2009 your date
subject Subject: Office Equipment and Supplies

In spite of the fact that last week I personally instructed you to tighten up on
the arrangements for the storage and supply of stationery and equipment, these
still leave much to be desired. All the cupboards are in a. state of
disorganization and I cannot rely on finding even the most essential piece of
equipment. On Friday, for example, I was obliged to spend the best part of half
an hour looking for a paper clip before coming across a box of them hidden
under a pile of folders in your in-tray. In spite of a very thorough search, I failed
to discover where you keep new typewriter ribbons. By the end of this week, I
shall expect you to have tidied up the whole office, bearing in mind the following
points:

1. The steel cupboard in your office should contain a supply of paper clips, elastic bands,
drawing pins and staples sufficient to meet immediate needs. Although we have little
occasion to use them, a bottle of glue and a ball of string should be available. All these
items must: be conveniently placed and I would appreciate being informed of their
whereabouts.

2. Every desk in the office should be provided with a pencil sharpener, ruler, stapler, punch,
sellotape, scissors, and a set of felt-tipped pens. If every person has these things to hand, we
shall not have to waste endless time looking for such items of equipment.

3. The built-in cupboard to the right of the door should be reserved for storing stationery.
Remember to label each shelf clearly so that no one has any trouble in finding headed
163
 notepaper, copy paper, carbon paper, envelopes and stencils. I would strongly advise you to
pin up a blank sheet of paper on the inside of the cupboard door for the purpose of noting
down what items you need to re-order.
4. Box files are meant to be stored upright on shelves for easy reference; it is most
inconvenient to have to search for them in cupboards.
5. Check the filing cabinet to ensure that all the pockets are labelled. The present filing index
needs updating. Too many files are being allowed to accumulate in the filing tray. Please
see to it that all reports and letters are re filed promptly even if this means holding up the
routine typing.

EG

164
Exercises A

Find the right word. What do you need—

1. to repair a piece of paper that’s been torn?
2. when you have to type several copies of a letter?
3. to tie up a parcel?
4. to put on a file or folder to show what it contains?
5. to put a notice up on aboard?
6. to make holes in paper so that it can be put in a file?
7. inside the filing cabinet drawers to separate the papers ?
8. to cut something out of a newspaper?
9. to draw a straight line ?
10. to stick a photograph on a passport?
11. to write a letter to a customer?
12. if your pencil is blunt ?
13. if you want to keep a large bundle of envelopes together?
14. to keep loose pieces of paper together ?
15. to put papers in to keep them clean ?

Betty Wood is Mr. Heine’s secretary. In addition to her normal secretarial duties, she
acts as a kind of information bureau for the sales force. They note down their queries
and requests and Betty usually replies with a very short memo. Using the notes given,
construct Betty’s replies. When you see: V, select a suitable verb, and decide whether it
should be in the gerund or the infinitive form.

Example:

Is that report typed yet?

didn’t manage V/V yesterday/but promise V/today
I didn’t manage to finish typing the report yesterday but I promise to finish it today.

1. I want to claim expenses. Must 1 submit receipts?

only obliged V/when V/hotel expenses

2. What’s the programme for Dr Kahn ‘s visit? Can I meet him ?

invited V/reception/V Dr Kahn/next Monday
3. What’s the best time to leave ? I don’t want to get caught in the rush hour
advise V/before 4/avoid V/rush hour

165
4. When should I ring? Had great difficulty when 1 tried to get through to you
yesterday.
try V/before 10.30. /Should have no trouble V then

5. Betty dear! can’t find a damned thing in the files. Why on earth have you changed
the filing system ?
Mr. Heine insisted V/my apologies for not V/copy of new index

6. What’s all this nonsense about Jones & Co. not paying for that last consignment?
deny
V/goods/and now refuse V/account

7. I’ve a whole pile of reports on my desk—too big for a folder. If Heave them loose
they’II get dirty. What do you suggest?
prevent V/dirty/suggest V/ring binder

8. Please don’t forget to write to Schmitz in Bremen. It’s urgent.

fail V/address in our files/shall have to put off V/till you get back

9. Must get these sales leaflets by Monday. Can I rely on the printers?
can’t rely V/short notice/unless can persuade V/overtime

10. Can you cash a cheque? (Or lend me some money?)

have been instructed not V/but you are allowed V/from petty cash

11. Want to get away early tomorrow evening. Do I really have to go to that drinks
party?
I regret V/that you can’t get out of V/They’re expecting you VY a speech

12. I see the manual typewriter has been scrapped. Has the temp used an electric
machine before? That report must be ready by 3 tomorrow.
quite accustomed to V/an electric typewriter. You can count on V/the report by 3

Exercise C
Look at the different ways we can join two ideas in these sentences:
1. Give this priority even if it means neglecting routine work.
2. He agreed to the proposal in spite of/despite all the criticism.
3. They decided to go ahead with the project in spite of the fact that / although several
people were strongly opposed to it.
4. Hurry, or else/otherwise we shall be late.

Join the following pairs of ideas to form one sentence. Sometimes the connector will
come at the beginning of the sentence instead of in the middle.
1. the plane was delayed
he managed to attend the meeting

166
2. tell the operator to stop incoming calls
we shall be constantly interrupted
3. his experience
he handled the matter competently

4. I ‘m afraid they won’t get the letter till Tuesday

we post it tonight

5. we work on till six o ‘clock

we won’t get through the agenda

6. Dr Kahn ‘s visit was a great success

the confusion over the arrangements

7. leave detailed instructions for the ‘temp’

she won’t know where to start

8. I can give you some information on prices

we don’t normally deal with such enquiries
Exercise D
This is a revision exercise. How much do you remember of the grammar points taught in
the course? Find appropriate words to go in the spaces. Verbs are given in brackets but
they must be put in their correct tense.
Betty: (you ever hear) of the Malapropezians before they (find) all this oil there?
Maureen: No. They certainly (MODAL + discover) vast amounts of the stuff,
________people wouldn’t be making all this fuss. Everyone (talk) about it.
Betty: Just think, if those two Australians (not explore) the islands, no one (ever know)
that all that oil was there.
Maureen: Well, we (MODAL + worry) about the world’s supply of oil running out as much
as we did. The crisis is over now.
Betty: They say ________ has been a terrific economic boom in the islands. All the big
industries (encourage) to move in. I (expect) we (set up) a. sales company there ________
soon, ________ we can take advantage ________ the increase ________ trade.
Maureen: Is it true that Mr. Heine is thinking (PREPOSITION + go) out there with a view
(PREPOSITION + buy) some building land?
Betty: Oh, yes. I (already book) his ticket. He (leave) on the twentieth of next month. He
said he (be) away for about a month. He’ll have a lot of paper work to do while he’s there.
___________he’s insisting (PREPOSITION + take) a secretary with him. I hope he
suggests me. 1 ________ love to go there.

Language Laboratory Part 1

Drill 1

167
Mr. Braun is checking up on a number of points with his secretary.

I hope you got through to our branch in Dublin.

I had no trouble getting through to them.

I hope Karl had enough sense to take travelers cheques.

I advised him to take some.

1. no trouble
2. advise
3. avoid
4. insist
5. persuade
6. spend a lot of time
7. remember
8. didn’t need

Drill 2
Two secretaries in the Travel Department are talking about the impending visit of the
Managing Directors of Schweibur’s South American subsidiaries.

They can’t stay at the George. Mr. Fereira objected.

Oh, Mr. Fereira objected to staying at the George, did he?

Nobody wants to make a decision. Mr. Konstanz has certainly got out of it. Oh, Mr.
Konstanz has got out of making a decision, has he?

Pronunciation Partice
Complete the conversation on the tape using these sentences. Make one word more
important than the others by using a falling intonation on it.

2. Mr. Graber might have dictated it.

3. He decided to take an earlier flight.
4. Yes, he deals with all the invoices.
5. No, we still haven’t got it.
Repeat these sentences paying particular attention to the falling-rising intonation.
1. She’ s very efficient.
2. It’s possible.
3. That’s what she says.
4. It was quite good.
5. Well, I’ll try.
6. Well, he’ s rather busy.

Limerick
Are you BOUND to a DULL occuPAtion?

168
Do you SUFfer from MALE domiNAtion?
LYNN, LUcy or LIZ,
MISS.MISsisorMS,
In the MOVEment you’ll FIND libeRAtion.

Dialogue
A visitor unexpectedly arrives at the office of the Sales Manager of Schweibur. Miss
Wood, his secretary, has never met the visitor before. and was not expecting him.

Yes, it is, can I help you?

that’s right, be of any assistance ?

Mr. Heine is rather busy at the moment. Who shall I say would like
is engaged at present. Could you give me your
isn‘t free just now What name shall I give
to see him ?
name, please!
him ?
I’m sorry, but may I ask which company you come from?
canyon tell me which firm you represent!
I don V know the name of your company.

And did you want to see Mr Heine about anything in particular?

have you any special business with Mr. Heine ?
is there anything in particular you want to talk to Mr. Heine about?

Thank you. If you’d like to give me your coat, Mr. Thorogood, I’ll
take your coat off,
see if Mr. Heine is free.
find out if Mr. Heine can see you.
ask Mr. Heine when he ‘II be available.

Do sit down, I won’t keep you a moment.

Please take a seat, long.
Would you like to have a seat,

Not at all. I’m sure Mr. Heine will be very pleased to meet you.
Certainly not. delighted to see you.
Of course not.

If you’ll excuse me a moment, I’ll tell him you’re here. let

If you wouldn‘t mind waiting a minute. him know you ‘re here.

Correspondence
What corrections and improvements should be made in this draft letter before it is sent
off to the customer?

Dear Sirs,
169
Thanks for your enquiry on 17th November. We take pleasure to submit the following
quotation.

1. 20,000 letterheads, printed accordingly with the sample you have sent us some days
ago, with amendments in the telephone number. 6,000 sw. frcs.

2. 20,000 white envelopes, printed on the flap only as per sample.5,000 sw frcs.

3. 15,000 manilla window envelopes with the address printed on the left-hand bottom
corner, as per the fixed-on sample.3,000 sw frcs.
We have noticed that these items are being required with pressure and as a consequence
of your great order we are prepared to guarantee delivery by seven to ten days.

In spite of this we regretfully must inform you that there must be an extra charge for
delivery of 700 Swiss Francs. No longer are we able to deliver free thanks to the increase
of costs of transport. You should confirm that this is accepted by you.

We have arranged for our representative calling on you in the near future You may take
on the question for you to hire a franking machine with him.

Yours faithfully,

Telegrams
Mr. Graber’s office received the following telegrams. What do they mean?

Mr. Graber would also like to send the following message. How should the telegrams be
worded?

1. We can find no trace of the order you mention in your letter of 16th November.
Have you perhaps placed it with our factory in Basel?
2.
3. Your sales report for October indicates that you have had no sales fir LM filing
cabinets. Is this really the case or has the figure been omit:?; mistake ?

Language Laboratory Part 2

Mr. Konstanz, Schweibur’s Training Manager, is discussing the question of the
arrangements for typing with his secretary, Miss Miller.

MANAGEMENT COURSE STARTS SUNDAY SEVENTEENTH INST WITH CHAIRMANS

ADDRESS AT NINTEEN HOURS STOP

ONLY ACCOMODATION AVAILABLE NIGHT TWENTIETH IN OUTSKIRTS STOP AM

BOOKING PROVISIONALLY STOP

It looks as if we need another typewriter.

Yes, we certainly do need another typewriter.

Don’t you think we should scrap the manual machine?

Yes, we certainly should scrap the manual machine.
170
But sometimes Miss Miller doesn’t agree with what her boss says.
It looks as if we need another typewriter.
Well, I’m not so sure we do need another typewriter actually.

Don’t you think we should scrap the manual machine?

Well, I’m not so sure we should scrap the manual machine actually.

This time you must agree with some of the things Mr. Konstanz says and disagree with
others.
1. agree
2. disagree
3. agree
4. agree
5. disagree
6. disagree
7. agree
8. agree
9. disagree
10. disagree
Active Listening

Passage 1: Your boss has recorded the following instruction for you. What are you to do?

Passage 2: Listen to the following telephone call and then write down the message.

Passage 3: Before going off on a sales trip, Mr. Heine dictated the following draft of a
letter. Now draft this letter according to Mr. Heine’s instructions.

Role Simulation
You are asked to imagine that you are a secretary in Schweibur. The management
is very concerned about the high rate of turnover of secretarial staff and the shortage of
good replacements for those who leave. Many secretaries leave the Group after only a
year or eighteen months’ service. The management have set up a committee of
secretaries from the various subsidiaries. You have been elected onto this committee
and have been invited to Headquarters for a two-day seminar. The object of this is to
discuss the causes of these problems and to produce a report on the findings. You have
also been asked to make recommendations to management as to what measures can be
taken to make the post of secretary and typist more attractive.

Homework
Write up the report produced by the committee of secretaries.

171
 SESI/PERKULIAHAN KE: II

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

1. Menjelaskan ungkapan-ungkapan yang dianggap pantas menurut etika
secara international dalam melaksanakan aktivitas pemasaran.
2. Melakukan pemasaran suatu produk sesuai etika yang dianut dalam
perdagangan international.

Pokok Bahasan: Marketing Ethics

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari ungkapan-

ungkapan dan tata cara dalam melakukan aktivitas pemasaran suatu produk dan berlatih
menggunakan ungkapan-ungkapan tersebut dengan baik dalam bahasa Inggris .
Ungkapan-ungkapan tersebut akan memberikan pemahaman dan keterampilan berbicara
dalam bahasa Inggris sesuai dengan etika dalam perdagangan international.

V. Bahan Bacaan
6. Brieger, Nick and Comfort Jeremy. Developing Business Contact. New York:
Prentice Hall International (UK) Ltd.
7. Brieger, Nick and Comfort, Jeremy.1989. Early Business Contacts. New Yor:
Prentice Hall International (UK) Ltd.
8. Cyssco, Dhanny R. 1999. English Conversations Correspondence Secretaries.
Jakarta: Puspa Swara.
9. Cyssco, Dhanny. R. 2004. Mastering English Conversations for Secretaries.
Jakarta: Puspa.
10. Cotton, D. and Robins. S. 1993. Business Class. Hong Kong: Thomas and Sons
Ltd.
VI. Bacaan Tambahan :
4. David, Crridge. 1996. International Business Role Plays. London : DELTA
Publishing.
5. Machfoedz, Machmud. Let's Talk Business: Business Concept for English
Practice. Yogyakarta: BPFE-Yogyakarta.
6. Watson-Delestree, Anne. A Basic Telephone Language and Skills. London: ITP
Business.
VII. Pertayaan Kunci

3.
4.
VIII. Tugas :

172
 IX. CHAPTER II
TELEPHONING

1. Introduction
The telephone is a very useful business tool for immediate communication. The
reason is that we can easily get in touch with the clients from other company. But it can
also be a very frustrating if you can't get through to the person you wish to or you can
not handle the telephone because of the call or language problems. Therefore, it is
important to handle the telephone call effectively by understanding the strategies and the
language expressions used in speaking on the phone.

2. Presentation

B. Speaking strateies on the phone

Communication by phone involves two parties-the caller and the person called.
To be effective on the phone, the caller must have:
a. clear objectives
b. the relevant information
c. a clear structure for call.
d. a strategy to handle some problems
Look at the strategies the caller must follow and identify the skills and techniques
needed to structure the call effectively.

173
Greek Explain
switch Request Greet person Introduce purpose of
board person called called Self Call

Develop call divided into :

Point 1
Point 2
Point 3
Etc.

Say farewell Polite formula Confirm follow-up Summarize

Phone communication-the steps taken by the person

called:

Phone Identy self Greet Develop call divided into :

rings Point 1
Point 2
Point 3
Etc.

Say farewell Polite formula Confirm follow-up Summarize

174
Besides that both the caller and the listener have to be able to handle some phone

problems such as language and call problems.

In the call problems, the parties may use the following advice:

1. be a good listener and listen sympathetically.

2. not interrupt until the person has finished complaining.

Handling language difficulties, the parties may use the following strategy :

a. asking for repetition

b. asking for clarification

c. asking for verification

d. correcting information

B. Language Expressions

Based on the structure and strategy of handling the call effectively, it is

recommended to use the following expressions for each step of speaking on the phone.

1. Picking up the telephone call

As soon as, the call is getting through, the person called usually uses :

Example :

Good morning. This is.............. ( name of the company)

Good morning. This is Mahakam Company.

Mr. Paramudia in ( department in the company), please.

Mr. Paramudia, in the marketing Department, please

This is...............(the name of the person who receives the telephone call)

This is Paramudia speaking.

2. Greeting

To create a close relationship environment, the parties usually say:

Good morning. ( Good afternoon, Good evening)

How are you

It's been a long time.

I was hoping I'd hear from you.

175
 I am really happy to hear from you.

3. Asking information about

Name:

May I have your name please0

Who's speaking please?

May I ask who is speaking please?

Name spelling:

Could you spell your name, please?

Purpose of calling:

In what regard are you calling?

Repetition:

You can say in phrases

Sorry?

Pardon?

Pardon me?

Excuse me?

Stating your problem and then make request

I'm sorry, I didn't hear what you said.

I didn't quite catch what you said.

I didn't quite catch that.

I'm sorry, but could you speak a little slower?

Making request:

Could you repeat what you said, please?

Could you repeat that / say that a gain, please?

If you didn't understand, you can state your problem and then make request.

(I'm) sorry, I don't quite follow you.

I don't understand what you have just said.

The connection is not good, can you hear me?

176
4. Clarification:

If the information is vague or imprecise, you can see one of the following

expressions to ask for more precise.

What do you mean exactly?

What exactly do you mean by the incorrect bank details?

What did you said just now?

Could you explain what you mean, please?

Could you explain what you mean, please?

5. Verification:

If you want to check that you have understood what the speaker has said.

You can se one of the following expressions.

Example:

Did you say the Bank of Scotland?

Let me just check. The account number is 40211686 is that right?

Let me confirm that. You said tomorrow afternoon at 2

o'clock, right?

6. Spelling

Example: Can/Cold you spell that, please?

7. Correcting information

Example:

(Excuse me) Not the 30th, the 13th

(Sorry, that's not quite right). It should be the 13thr rather than the 30th.

(Sorry, I think you've made a mistake.) The thirteen rather than the 30th.

8. Ending a telephone call

Example:

Well, then, I'll call you again.

Then, would you give m a call?

177
 Thanks for calling.

Thanks for your trouble.

Thanks for your time.

That's about all I had to say.

Before disconnected the call, it is recommended to say:

Good bye

Please say hello to everyone for me.

Please give my regard to your boss.

Well, I'll be talking to you again.

3. Exercise
Exercise 1. Read the following dialogue, which the callers want to speak to a company

staff. After reading it, complete the questions under it.

A : Good morning, ABC Industry. May I help you?

B : Hello, this is Mr. Smith calling. May I speak to Mr. Keller of the system

Department?

A : Yes, I'll switch your call to Mr. Keller. Hold on please.

B : Thank you.

1 What does “hold on the line” mean?

2 Who wants to speak to Mr. Keller?

3 What language expression does the operator use to connect Mr.

Keller and the caller?

Exercise 2. Give your answer the to the following questions based on your

understanding from the explanations above.

1. Why is the telephone important for a business activity?

2. How can we handle the phone effectively?

3. Explain with your own words the procedure or the structure of handling the

telephone call.

178
 4. What strategies would you use if you have call and language problem in handling

the telephone call.

Exercise 3. Listen to the dialogue and complete the following dialogue script with

appropriate a word, phrase or sentence. After that, answer the

questions under it.

Receptionist : Great Western manufacturing. May I

______________________?

Flynn : May I .............to Jim Boone, please?

Philips : .................... Linda is ................

Flynn : Hi, .....................Lary Flynn. ........to

Jime Boone, please?

Philips : I..................... His...........is ............right now. Can you?

Flynn : Sure.

Philips : He is.................. Would......... to hold?

Flynn : That's.............. I'll ....................later.

Philips : May I................?

Flynn : Yes. Tell that Lary Flynn cancelled.

Philips : ........... Mr. Flynn.

1. What does “the line is busy “ mean?

2. In what department does Jin Boone work?

3. What language expression does Flynn use to ask the caller to leave a message and

not to disconnect the telephone call?

Exercise 3. Read and practice the following dialogue. After that answer the

questions provided under it.

Dialog 1 Using Directory Assistance

Operator : What city please?

179
Flynn : Settle Please

Operator : May I help you?

Flynn : The number for Chikao Watase.

Operator : Would you spell the last name, please?

Flynn : w-a-t-a-s-e

Operator : C. Watase

Flynn : That is right.

Operator : Thank you. One moment please.

Recording : The number is 693-2264

1. What is Directory Assistance?

2. What expression does the operator use to open the call conversation?

3. What is the country cod of Japan? Can you think of other country codes?

4. Why does Lynn call the operator?

Exercise 5. Read and practice the following dialogue. After that answer the questions provided

under it.

Operator : Operator

Templeton : Yes. I'd like to make a call to Japan.

Operator : Just on moment please. I will get the International operator for you.

Templeton : Thank you.

Int. Op. : International Operator.

Templeton : I'd like to call Japan, please.

Int. Op. : You can dial direct. Dial 011, the International access number...then

dial 81, the country, the international access number...Then dial 81, the

country code for Japan. The dial the Japanese number, without the

first zero.

Templeton : Thank you.

1 .What is the international call?

2. How can we get the international access?

180
3. What is the country cod of Japan? Can you think of other country codes?

4. What is International operator?

Exercise 4. Listen to a series of three telephone calls performed by your friends in front of the

class. As you listen, complete the following table.

Name of person
Call Company name Purpose of calling Result
called
1.

2.

3.

Exercise 5. The following sentence (1-16) are taken from phone call. The purpose of

these sentences (a-m) is listed below. Match each sentence with its

purpose.

1. Thank for calling

2. Can you manage…..(day) at…..time?

3. Yes, that’s fine.

4. See you soon.

5. I’m afraid I won’t be in the office on…..(day)…..

6. My name is……..

7. Hilary Beachman.

8. This is……here.

9. Could we meet some time soon?

10. Could you put me through to……., please?

11. Well, thanks for the information.

12. No at all.

13. I’m phoning to let it you know the details of……..

14. Well, I look forward to meeting you next……………(day) at…….(time), then.

15. Who’s calling please?

16. I’d like to speak to………….please.

181
a. Introduce self-first introduction j. Request appointment
b. Introduce talk-second and subsequent k. Suggest time for a appointment
introduction l. Confirm details of appointment
c. Indentify self m. Agree details of appointment
d. Introduce first main point n. Decline appointment
e. Request person called o. Thanks
f. Ask for caller’s identification p. Polite formula
g. Explain purpose of call
h. Request appointment
i. Suggest time for appointment

182
Exercise 6. The Suffixes ‘full’ and ‘able’ normally indicate an adjective: e.g. useful, available.

Use one above suffixes to form an adjective with the meaning given. The first one

has been done for you.

Which does well successful

1. Which can be accepted _________________

2. Skill ________________

3. Fit or the purpose __________________

4. Quict ________________

5. Which can be depended ____________________

6. Which can be broadcasted ____________________

7. Willing to help

8. Which make money ________________________

9. Strong ___________________________________

10. Worth a lot of money _______________________

11. Full of hope

183
Exercise 7. Read and practice the following dialogue. The Answer the questions under it.

Dialog I Using Directory Assistance

Operator : What city please?

Flynn : Settle Please

Operator : May I help you?

Flynn : The number for Chikao Watase

Operator : Would you spell the last name, please?

Flynn : w-a-t-a-s-e

Operator : Thank you. One moment please.

Recording : The number is 693-2264

Dialog 2 International call

Listen the example of “International call” from the cassette

Operator : Operator

Templeton : Yes, I'd like to make a call to Japan.

Operator : Just on moment please. I will get the International operator for you.

Templeton : Thank you.

Int. Op. : International Operator.

Templeton : I’d like to call Japan, please.

In. Op. : You can dial direct. Dial Oil, the International access number...then dial

81, the country, the international access number.. .Then dial 81, the

country code for Japan. The dial the Japanese number, without the first

zero.

Templeton : Thank you.

1. What is the international call?

2. How can we get the international access?

3. What is the country cod of Japan? Can you think of other country codes?

4. What is the International operator?

184
 CHAPTER III
A TELEPHONE MESSAGE

Here is the message which Mary Malone wrote to Mr.. Graber

Telephone message
to Mr. Graber Telephone Copenghagen 319476 ext 321
from Mr. Jensen Message timed at 2.45 pm
of Andersen’s Date 5/7/77
Who rang/and would like you ring him/will ring again

AJ rang up about the new Fonomat switchboard Andersen’s is currently producing. He

wants you to give your attention to the following three questions so that you can come to
some decision when you meet him in Copenhagen next week.

1. Publicity What type of publicity material are you thinking of putting out? Have you
decided whether to include special photographs or technical drawings to illustrate
the mechanisms of the Fonomat?

2. Packaging AJ was wondering if you had any special ideas on this. He considers it
is essential to put in for the packaging materials now so that they won’t be short of
anything when the first units come off the assembly line. These materials are in
short supply and delivery times are most unreliable. He’s anxious to avoid any hold-
ups.

3. Sales Orders Some regional distributors, especially in Africa and South America,
are putting in much bigger orders than anticipated. They were expecting orders for
320 units each from Lagos and Caracas, so they fixed their production schedule
accordingly. Now that the actual orders have arrived, it appears these branches have
put in for 400 units each. AJ is anxious to know how best to allocate his limited
supply so as not to upset any of the distributors.

AJ also offered to put you up next week. Shall I write and confirm your acceptance?

Exercises A
Choose the correct or most appropriate word from those printed in italics to complete
the following sentences.

1. Very often you can turn I dial I choose a call direct.

2. But sometimes you have to go through the connector/ operator / contactor.

3. Outside calls sometimes go through the switchroom /intercom / switchboard.

4. Each telephone within the company has its own branch / extension / sub number.

5. The numbers of most possessors/subscribers/participants can be found in the

telephone record’/guide /directory.

6. Calls within the same area are known as short-distance/interior/local calls.

7. Long-distance calls are known as route /switch /trunk calls.

185
8. Usually calls between people in the same building are called inside / internal / interior
calls.

9. If an outside call is put through to the wrong office it has to be transferred! replaced I
diverted.

10. When a person receiving the call pays for it, the call is known as a reverse-/return-
/direct- charge call.

Look at these words:

cut off disconnect

find out discover
get through obtain a number
hold on wait
look up find, e.g. in a reference book
ring up make a telephone call
pick up lift
put down replace (a receiver)
put through connect
ring back call again
take down write something down

Now put the words into this conversation between Mary Malone and Joan Wright, who
has just joined Schweibur.
Joan Wright: What do I do if I want to ________ somebody________?
Mary Malone: Well, if it’s somebody in the company you can ________________the
number on this list here, then simply dial the number. For outside calls, you dial 9 before
the number. Of course, if you can’ t ________ ________ you have to try again later.
Joan Wright: What about incoming calls for people on other extensions?
Mary Malone: If you want to ________ a call ________ to somebody else, you press this
button and then dial the number. Then just ________ your receiver ________ again when
somebody ________ the phone ________. But wait until they do answer or you’ 11
________ the caller ________.
Joan Wright: And if the number is engaged?
Mary Malone: If it’s engaged, you press the button again to speak to the caller and ask
him to ________________ for a few moments or ________________ later.
Joan Wright: And if the person is out, I suppose I take a message?
Mary Malone: Yes, you _________ it ________ on one of these special pads. And you
mustn’t forget to ________________ the caller’s name and telephone number.

Exercise B
Study these examples:
Action : See Mr. Smith.
Reason : Cancel the arrangements.

186
Request : Would you mind seeing Mr. Smith (so as) to cancel the arrangements?
Action : Leave Mr. Graber’ s desk.
Reason : Not to disturb his papers.
Request : Would you mind leaving Mr. Graber’s desk so as not to disturb his papers ?
Action : You sign these letters.
Reason : I must post them today.
Request : Would you mind signing these letters so that I can post tr. today?
Now look at this page from Mary Malone’s note pad. What requests must she make ? Use
to, so as to, or so as not to join the action and reason whenever possible. Only use so
that where it is necessary.
Exercise C
Study these verbs:
to be put out by something to be annoyed/upset by something
to put somebody up to give somebody accommodation
to put up with something to tolerate/bear something
to put off something to postpone something
to be put off by something to be discouraged/repelled by something
to put something away to tidy something up
to put something back to replace something
to put something forward to suggest/propose something
to put something down to write something down
to put in for something to apply/claim for something
to put something up
(of prices, buildings) to raise
to put somebody through
(phone) to connect/transfer somebody

Now join these phrases to form sentences. Put the verb in an appropriate grammatical
form and rearrange the order of the sentence if necessary.

1. Mr. Graber offer put up him

2. Would you mind put away it in my drawer
3. They just put up be a new building
4. The secretary put out by his rude remarks
5. Don’t forget put back it in the files
6. We won’t put up with it any longer
7. I’ll put through you to him
8. The branches put in for be 400 units each
9. We put off by the weather
10. He told me put down it on paper
11. Don’t put off it till tomorrow
12. I think we should put forward it at the next meeting

Language Laboratory Part 1

187
Drill 1
Miss Miller and Mrs. Lindfors are talking to each other in the office.

I couldn’t get a hotel for the Frenchman. Did Mr. Konstanz take him home?
I suppose he must have put him up,

Have you heard that Jutta’s moving to Accounts? I wonder if she actually
applied for that transfer?
I suppose she must have put in for it.

Drill 2
Miss Walter from the Personnel Department is asking Miss Miller about her work.

Mr. Konstanz is reorganizing the filing system, isn’t he?

Yes, he’s reorganizing the filing system to make it more efficient.

And do you sort the documents before filing?

Yes, we sort the documents before filing so as not to waste time.

You keep the files in this office I suppose?

Yes, we keep the files in this office so that Mr. Konstanz has access to them.

1. Make /it /more efficient

2. Not waste/time
3. Mr. Konstanz/have/access/to them
4. Make sure /we /not run out
5. Not forget /it
6. It/be/ready/for Mr. Konstanz
7. Not crease/them
8. Mr. Konstanz/not bothered
9. Bring / it / up to date

Pronunciation Practice
Examples:
1. Cot
2. Caught
3. Coat

Listen carefully to the words on the tape and decide if the sound of each word is like
example 1, 2 or 3. Write down the numbers only.

Limerick
‘I loathe Filing’, said JO AN, ‘it’s a BORE. Like TIDying UP, it’s a CHORE. I must START,
IsupPOSE, ‘Cos these DRAWERS just won’t CLOSE, And rePORTS lie all Over the
FLOOR.’

Dialogue
Mr. Heine is out of his office in the Sales Section when an important potential customer
telephones to cancel an appointment. His secretary, Betty Wood, has to deal with the
situation.

Yes, it is.
No, I’m afraid he isn’t. This is his secretary speaking, can I help you?

188
Oh, that’s a pity, Mr. McAlister. I know Mr. Heine was very much looking forward to
meeting you.
Oh, I see.
Oh, good. He ‘11 be glad to hear that.
Well, we look forward to hearing from you, Mr. McAlister.
Goodbye, and thank you for calling.

Correspondence
The following draft letter was written by one of Mr. Graber’s assistants. It has been
brought to Mary Malone for typing. What corrections and improvements should she make
to this draft?

Dear Mr. Akwekwe,

Thank you for your letter from 12nd July which you are demanding 400 Fonomat
switchboards in it.

There is a little misfortune that you now decided to change your original demand. The
allocation you initially put us in was only 320 units. We cannot alter our producing
schedule for increasing your quota in the moment. However, we are somewhat pleased
that you think there will be a good sales for the Fonomat and we do everything we can so
that we can supply you with 400 units.

So as to do this we are having to send you your allocation in two lots. You are receiving
250 units in the beginning of this month and the remains by the beginning of August. I
hope this won’t be putting out you.

I would be more grateful if you can estimate how much units you will need in the last
quarter of 1977 so as we increase your next quota.
Yours sincerely,

Telegrams
Mr. Graber received the following telegrams, which he has found difficult to understand.
What do they mean?

ORDER DUE FIFTH INST UNARRIVED STOP ATTEND URGENT STOP

NEED FIVE ZERO SEVENS URGENT STOP ORDER FIVE HUNDRED STOP

Mr. Graber also had to send off the following two messages. How should the telegrams
be worded?

1. The Chairman of our Board says that the offer is unacceptable. You are not to do
anything until you get further instructions.

2. Our last order, reference number SB/442 is still being held by the customs. We need
a copy of export document 312 urgently so that we can clear this order through
customs.

189
Language Laboratory Part 2

Drill 3
When Mr. Graber is out of his office his secretary, Miss Malone, takes messages for him
over the telephone. Often, however, the line is rather bad and she has to ask the caller to
repeat part of what they have said.

Could you tell Mr. Graber that, although I accept his first point, I’m ...
I’m so sorry, but I didn‘t quite catch what you said after ‘accept his first point’.

And could you tell him that we thank him for his offer, but that …….
I’m so sorry, but I didn‘t quite catch what you said after ‘thank him for his offer’.

Drill 4
Schweibur’s Personnel Manager, Mr. Schulz, is often taken out for a meal or a drink by
his colleagues. He is often out of the office when people ring him up, so his secretary,
Mrs. Pau, accepts the invitations on his behalf.

Hoffman here. Would Schulz care to join me for lunch do you think? I’m sure Mr. Schulz
would be delighted to join you for lunch, Mr. Hoffman.

Steiner speaking. Post and I were wondering if Schulz would fancy having
a drink with us about twelvish.

I’m sure Mr. Schulz would be delighted to have a drink with you, Mr. Steiner.
Although Mrs. Pau is confident that Mr. Schulz will accept the invitation she also tells the
caller that he will confirm his acceptance.

Hoffman here. Would Schulz care to join me for lunch, do you think? I’m sure Mr. Schulz
would be delighted to join you for lunch, Mr. Hoffman. I ‘II ask him to ring you when he
gets in.

Steiner speaking. Post and I were wondering if Schulz would fancy having a drink with us
about twelvish ?
I’m sure Mr. Schulz would be delighted to have a drink with you, Mr. Steiner. I’II ask him
to let you know when he gets in.

1. Ring you
2. Let you know
3. Give you a ring
4. Confirm that
5. Join you
6. Let you know definitely
7. Call you
8. Confirm that

Active Listening

190
Passage 1: Mrs. Lindfors’ boss, Mr. Karlberger, was away in Holland when Mr. Wells rang
from London.

2. Who is calling?
3. Will he definitely not be able to meet Mr. Karlberger?
4. Who will take his place ?
5. Who is he?
6. How much authority will he have ?
7. What else does the caller ask Mrs. Lindfors to do ?
8. Now write down the message Mrs. Lindfors should give to her boss.
Passage 2: Mr. Heine in the Sales Section has dictated a letter on to the dictaphone.

1. What were the last four words you heard ?

2. What were the last four words you heard?
3. What are you to do with the last three words you heard?
4. What were the last three words you heard?
5. What were the last two words you heard?
6. What were the last four words you heard ?
7. What were the last two words you heard?
8. What were the last four words you heard?
9. What were the last four words you heard ?
10. What were the last three words you heard?
Role Simulation
In this unit you will be asked to imagine that your boss is ill and that you have to deal
with the visitors who arrive in the office to see him.

To help you, you will be given a role card. You will have to:

Establish or confirm the identity of the visitor. Introduce yourself and explain the
situation. Answer polite enquiries about the boss’s health. Deal with the visitor as
indicated in your role card. Answer any questions the visitor may have.

Homework
Study the following phrases. They will be useful in letter writing.

Making suggestions and proposals

Might /may we suggest that . . .
One possible solution would be to ...
We propose to ...
We are planning to ...

Asking for approval

We (sincerely) hope/trust that . . . will be to your satisfaction/meet with your approval.
We hope/trust that you will have no objections/be agreeable to ... Would you have any
objection if…..?

191
Confirmation
May I confirm the arrangements for/that . . .
Would you please confirm that ...
If we hear nothing further from you/nothing to the contrary, we shall
assume /take it that . . .
We shall await your confirmation before going ahead.
(Informal) Please drop us a line if….

This morning Mr. Graber has a talk over the phone with Mr. Kuzumi, Head of Research
and Development. They discussed the marketing of the new Fonomat switchboard that
Schweibur has developed. Mr. Graber has now asked you to write a memo to Mr. Kuzumi
and has given you the following outline. Select appropriate phrases from the above lists
and from previous units.

Refer to our telephone conversation this morning and confirm we intend to hold a three-
day sales conference at beginning of August
Express preference for 2nd to 4th
Get him to confirm that those dates are OK by him
Propose to invite all agents and sales representatives for Europe
Ask his approval to circulate his report on the Fonomat switchboard to all participants
Request him to draw up a programme for the first day of the conference Suggest he
includes a tour of R and D Dept.
Request him to address the conference personally on the development of
communication systems

Offer him any assistance he may need

Ask for his approval of these arrangements
Ask him to confirm so that we can go ahead with arrangements

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 SESI/PERKULIAHAN KE: 5

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

3. Menjelaskan jenis-jenis ungkapan Bahasa Inggris yang biasa digunakan
dalam aktivitas buying (pembelian) dan selling (penjualan)
4. Mengetahui aspek-aspek penting yang harus dilaksanakan dalam aktivitas
buying and selling.

Pokok Bahasan: Buying and Selling

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari ungkapan-ungkapan

bahasa Inggris yang harus dilakukan dalam melakukan aktivitas pembelian dan
penjualan (buying and selling), serta mengetahui aspek-aspek penting yang harus
diperhatikan dalam kedua aktivitas ini.

V. Bahan Bacaan :
1. Brieger, Nick and Comfort Jeremy. Developing Business Contact. New
York: Prentice Hall International (UK) Ltd.
2. Brieger. Nick and Comfort, Jeremy. 1989 Early Business Contacts. New
York. Prentice Hall International (UK) Ltd.
3. Cyssco, Dhanny R. 1999. English Conversations Correspondence
Secretaries. Jakarta: Puspa Swara.
4. Cyssco, Dhanny.R. 2004. Mastering English Conversations for
Secretaries. Jakarta: Puspa.
5. Cotton, D.and Robins.S. 1993 Business Class. Hong Kong: Thomas and
Sons Ltd.
6.McSwain, Mary and Morihara, Bonnie. Doing Business in American
English. Jakarta: Gramedia Pustaka Utama.
VI. Bahan Bacaan

VII. Pertanyaan Kunci/ Tugas :

Write 3 expressions usually used in :

3. Buying a product

193
 4. Selling a product.

VIII. Tugas :

Read the passages about buying and selling then answe rthe questions under the dialogue.

194
 CHAPTER V

MAKING TRAVEL ARRANGMENT

1. Introduction

The arrangement can be various forms such as arrangement for visiting client's

company or traveling for a business meeting and other travel business. This section will

focus on making an arrangement for the company representative who is going to make a

travel for a business meeting. It is expected that the students will be able to make an

effective travel arrangement for a business meeting at the end of this lesson.

2. Presentation

There are some activities a secretary has to do in arranging a business travel.

Those activities are collecting information from the information resource, making an

appointment, making flight reservation and making hotel reservation.

A. Collecting initial information from the activity resource

There are at last six questions to ask to get the information from the activity

resource for arranging a business presentation.

1. Where is he flying to?

2. Who is he meeting with?

3. Which hotel is he staying?

4. When is he having dinner with Mr. Smith?

5. How many meetings is he going to?

6. How long is he staying?

C. Making an appointments

The language expressions used in making an appointment are:

a. I'd like to make an appointment to see Mr………………..

195
 b. I'd like to make an appointment for Mr.........to see Mr…………….

c. I want to make an appointment to see Mr/Mrs……………..

d. I 'd like to make an appointment with…………………

The possible answers for the request sentence above are:

If the appointment can be made, the expressions used are:

i. Yes, that's fine. What day will be convenient for Mr............

ii. Yes, that is alright.

If the appointment is not possible to be made, the answer may be like in the

following:

• I am afraid Mr.Hilman's very busy this week.

• I am sorry Mr............ is not in the office this week.

D. Reserving A Hotel Room

The language expressions usually used for reserving room are:

a. I want to reserve a single room please for Mr.

b. I want to reserve two double rooms for next week.

c. I 'd like to reserve two single rooms, please for this week.

d. Can I serve two double rooms for next week please.

e. The possible answers for the request sentence above are:

To ask the room rate, you can use the following expressions:

i. How much is your room rat per night, please?

ii. What is your room rate per night?

iii. How much is it for a standard room please?

E. Making Flight Reservation

To make a flight reservation, you can use the following langua expressions

• I'd like to serve a ticket to Tokyo, please.

• I 'd like to serve an open return ticket Jakarta-Bangkok -Jakarta, please.

196
 • I want to book a ticket to Singapore, please.

If you want to ask for the flight time and class, you can use the following

expressions:

o I want to travel next week on August 21

o I want to travel on the first morning flight next Wednesday.

o He prefers an executive class.

o c He is leaving next Saturday morning.

F. Confirming A Ticket

To confirm a ticket, you can se the following expressions are:

➢ I'd like to confirm a ticket, please.

➢ I 'd like to make a confirmation on my boss's ticket, please.

➢ I want to check seat availability on flight no...........to.

➢ I have two open return tickets and want to confirm them.

➢ The possible answers for the request sentence above are:

If the seats are still available, you can use the following expressions:

✓ Yes, we still have some seats available on flights.

✓ Yes, w still have some seats on this flight.

✓ Yes, we still have two seats on flight No.........to.

3.3. Exercises

Exercise 1. Read carefully the following passage about a business trip. After reading it, answer

the questions under the dialogue.

197
 PLANNING A BUSINESS TRIP

Mr. Purbo is discussing a bout his coming trip with his secretary Miss Indra.

Mr. Purbo : Miss Indra I'm planning a trip to Surabaya and Dempasar. with as a final
destination. I would like you to make the necessary arrangement for me.
Miss Indra: Certainly, Sir. How would you like to go?
Mr. Purbo : I would like to go by train from here to Surabaya and spend two days there.
Then I'd like to fly to Dempasar for a stay of two nights. I want to go on
Makasssar by plane for an indefinite stay of three or for days.
Miss. Indra: I'll get in touch with the railroad and airline passengers representative
immediately. What kind of train accommodations would you prefer?
Mr. Prabu: I think a bedroom would be best. And please make sure the train has a club
car and dinner, of course.
Miss Indra: When do you plan to leave?
Mr. Prabu: I expect to depart for Surabaya on Monday, 4 th May afternoon. I'll spend the
5th and all day the 6th then I'm going to lave on the 7th, on either a late
afternoon or an early evening flight on 9 th. Please book an open return flight
from Makassar to Jakarta.
Miss Indra: Will you fly first class as usual, Sir? And where shall I make hotel
reservations?
Mr. Purbo: Yes, first class. I have been quite satisfied with the hotels I've used as
lodgings before in these cities. Please make reservations for me at those
places. Get information together, and please report back to me as soon as
possible.

198
 CHAPTER IV
A JOURNEY

Mr. E Graber

22nd July DUBLIN

BA 318
08.15 check in at air terminal departure
10.00 arrival Dublin
12.55 Mr. Daly will pick you up at the airport,
and take you to lunch
13.30 Meeting at Schweibur, Eire

LONDON EL
168 16.50
17.50 check in at air terminal
18.55 departure
arrival Heathrow
Stay at Caravel Hotel (single room with shower
booked)
4 High Street
Hounslow
Tel 01 573 6842

23rd July 09.30 Spears & Wilcox - Mr. Jarrow

12.30 Lunch : Cafe Royal - Mr. Hughes

COPENHAGEN
BA 744
14.10 check in at Heathrow
15.10 departure
16.55 arrival Copenhagen
Stay at Skagerrak Hotel (single room with bath
booked) Centrumsv.

24th July 09.30 Anderson’s - Mr. Nording

HELSINKI
AY 804
13.40 check in at air terminal
14.40 departure arrival Helsinki
17.10 Stay with Mr. Valkama

25th July 09.00 Schweibur Finland - Mr. Valkama

26th July PARIS

AY 784
07.45 check in at air terminal
08.45 departure
09.55 arrival Stockholm

AF 798
10.05 departure
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 12.35 arrival Paris/Orly
Exercises A
Can you complete the following sentences?
a. A detailed plan of a journey is called an i__________
b. Most companies buy tickets through a t___________ a_________
c. I’ve got your foreign c________ and t________ cheques.
d. I’ve already b________ the hotel rooms for him.
e. Mr. Shermann doesn’t know what flight he’s coming back on, so he’s got an
o________ ticket.
f. He doesn’t like travelling by train, so he’s h_________ a car at the airport.
g. Thef________n________is BAl68.
h. You have to c________ i_________ an hour before departure.
i. I’m not going on holiday. It’s a b________ t________.
j. No, not first class, t________ class, please.

Exercise B
Every year Erich Graber calls a conference of European Sales Managers. He
holds the conference in a different country every year, and this time it will be in London.
Bo Lindkvist is the Sales Manager of Schweibur Sweden. These were the daily flights
from Stockholm to London last year.

dep Stockholm an London Via Transfer Times

0925 1150 non-stop
1205 1420 non-stop
1415 1805 Copenhagen arr 1525 dep 1615
1900 2115 non-stop
2000 0245 Copenhagen arr 2110 dep 0105

Last year Mr. Lindkvist decided to take the morning flight arriving in London at 1150. But
he could have taken a different flight.

1. If he had taken the 1205 he would have arrived in London at 1420.

2. If he had taken the 1415 ...

Make three more sentences like this.

But there is more to think of than just the arrival and departure times. Mr. Lindkvist
doesn’t like having to transfer at Copenhagen.

5. If he had taken the 1205 he wouldn’t have had to transfer.

6. If he had taken the 1415 . . .
Make three more sentences like this.

Here is this year’ s timetable:

dep Stockholm an London Via Transfer Times

0925 1150 non-stop
200
1205 1555 Copenghagen arr 1315 dep 105
1530 1745 Non-stop
1815 2030 non-stop
2025 0245 Copenhagen arr 2135 dep 0105

This year the conference starts at a different time, so Mr. Lindkvist isn’t sure which flight
to take.

2. If takes the 0925 he’ll arrive in London 1150.

Make four more sentences like this.

6. If takes the 0925 he won’t to have to transfer.

Make four more sentences like this.

Exercise B
Later this evening Mr. Graber is entertaining some customers, and has asked
Mary Malone to go with him. So this afternoon she went to have her hair done. She asked
one of the girls from the typing pool to take 1 place during the afternoon, and deal with
some routine things that had to be done. She rang up her replacement just before the
office closed to check that everything had been dealt with. These were the things she
wanted to check on.

Filing cabinets—has she locked them ?

Typewriter—did she leave it on ?

When she rang up she asked her replacement

You have locked the filing cabinets, haven ‘t you?

You didn‘t leave the typewriter on, did you?

What would Mary have said when she checked on these things?

Mr. Graber—has he signed the letters?

Petty cash—did she leave it out?
The post—is it in the out-tray?
Adding machine—has she put the cover on?
Windows—are they open?
Files—did she put them away?
Photocopier—is it still switched on?
Door—you will lock it behind you?
Minutes—has she typed them?
Mr. Graber—did he postpone the meeting tomorrow?

Now imagine you are in Mary’s position. What would you check on? Think of five things
you would want to check on, and ask another member of your group whether she has
done them.

The following sentences have all been taken from letters. Correct only the sentences in
which the words possible and possibility are misused, substituting the appropriate form
of be able to.

201
1. Have you the possibility to come on 15th July?
2. I was wondering if it was possible to postpone the meeting?
3. It is possible that we deliver according to schedule.
4. We have the possibility to supply the parts you require.
5. Is there the possibility that you let me know next week?
6. It is possible to replace the component you mention by ...
7. We had the possibility to meet Mr. Schumann at the exhibition.
8. It is possible to replace faulty parts immediately.
9. Is it possible to meet in London on 15th June?
10. I had the possibility to locate the fault in two hours.

Language Laboratory Part 1

Drill 1
Listen to these two secretaries in the Travel Department.

Mr. Graber ought to leave at once.

He would leave at once if he could find his tickets.

I really think we should take on more staff.

We would take on more staff if there were any available.

1. can/find/tickets
2. be/any available
3. have/time
4. make/feel welcome
5. have/moment to herself
Now listen again carefully.

Mr. Fromm forgot his passport.

He wouldn‘t have forgotten it if he hadn‘t been in such a hurry.
Mr. Graber and Mr. Heine caught the afternoon flight.
They wouldn‘t have caught it if they hadn‘t missed the morning one.

6. be/such a hurry
7. miss/morning one
8. Miss Lachenal/call away
9. decide /stay outside town
10. Personnel Manager / insist / it

Drill 2
When Mary Malone falls ill a few days before a sales conference, the office is thrown into
confusion. Mr. Graber and Mr. Donovan, of the Dublin Branch, are wondering how they
are going to manage.

Miss Miller types pretty fast. Can she type the report before five? No, I’m afraid she won’t
be able to type it before five.

And the sales conference is on Thursday. Can it be postponed?

No, I’m afraid it won ‘t be possible to postpone it.

202
Pronunciation
In this unit we’re going to study one of the intonation patterns of English . Intonation is
the way your voice goes up and down when you speak. Listen and repeat these
questions:
Who was there?
Which is best?
What was said?
When is that?
Where is Karl?
Who will go?

Now listen and repeat these questions:

What’s the time?

Where’s the file?
What’s his name?
Who’ve you seen?
How’s your wife?
Who’11 be there?

Limerick
The FIREmen were FULL of asSURance, But the HEAT was past HUman enDURance.
There was NOUGHT they could DO It was BURNT through and THROUGH, Thank GOD we
reNEWED the inSURance.

Dialogue
Mr. Konstanz is in Geneva today. Before he left he asked his secretary, Miss Miller, to
telephone Mr. Hernandez, a colleague of his in Madrid. Miss Miller is to inform Mr.
Hernandez that Mr. Konstanz has had to alter his travel arrangements for his trip to Spain
next week.

Good afternoon, Mr. Hernandez. This is Mr. Konstanz’s secretary from

I’m
Schweibur Headquarters.

Mr. Konstanz asked me to tell you he’shad to

let you know (that) it’s been necessary to
in form you

make some changes in his travel arrangements.

alterations to

He won’t be coming on Thursday, but on Wednesday,

if that’s all right with you.
if that’s convenient.
if you ‘re free then.

He’ll be arriving at the airport at 12.10 Swissair flight 585.

by His plane gets in at 12.10. It’s
203
That would be very kind of you, thank you. It’s the Majestic.
It would be wonderful if you could. He’s staying at the Majestic.
Yes, thank you, if it’s no trouble.

He’ll be leaving as originally planned, on the Friday.

as arranged,
Not at all, Mr. Hernandez, and thank you for your help.
thank you so much
thank you very much
Goodbye.

Correspondence
Mr. Cardenali, of Schweibur Italia, has written to Erich Graber asking if he can come to
Zurich next week. This is the reply Mr. Graber drafted. What corrections and
improvements should be made to it ?

Dear Mr. Cardenali,

Thank you for your letter of 15th July concerned about your visit to Zurich.

Unluckily I have committed myself to visit Geneva next Tuesday next week, and so it is
an impossibility for to see you then. Is it any possibility that you come on Wednesday? If
you could, I would have been delighted to meet you again.

We are having a slight problem with your lodgings. It is so much tourist traffic at this
time of year, is it? I wonder if therefore you would have some objection to staying at my
home for the Tuesday and Wednesday nights—I am back from Geneva at 16.00 in the
Tuesday. I and my wife would be only too pleased about putting you up.

I ask if you could ring my secretary and let her know whether Wednesday is convenient
to you?

I look forward to seeing you again,

Yours,

Telegrams
Mr. Graber recently received these two telegrams. How should he interpret them?

BENZOLITTI INSIST FIVE AND HALF PERCENT DISCOUNT OR NO DEAL STOP PLEASE
INSTRUCT

MARTINEZ MAINTAIN GOODS FAULTY STOP HAVE PROMISED REPLACE NO CHARGE

STOP INFORM DELIVERY TIME SEVILLE.

He also wanted to send these telegrams. How should he word them?

1. There is a rumour that Benzalotti are considering changing to IOE supplies. Please
investigate and let me know the position.

2. I have just heard that Mr. Aziz will be in Zurich the day after you are due to leave. I
think it would be a good idea if you were to stay on a day and meet him if you can.

204
Language Laboratory Part 2
Drill 3
Miss Jones is secretary to Mr. Shermann at Schweibur. She often has to confirm
arrangements over the phone.

Santos speaking.
Good morning, Mr. Santos. I just wanted to confirm that you are coming to see Mr.
Shermann next week.

International Travel Agency, good morning.

Good morning. I just wanted to confirm that you have posted Mr. Shermann’s tickets to
Spain.

1. come /see / Shermann /next week

2. post / Shermann’s tickets / Spain
3. expect / Shermann / next Friday
4. reserve /table /for six /Shermann /tonight
5. receive/invoice number 5541 ‘
6. come /Zurich /Tuesday
7. send off/our consignment number 3388/docks
8. receive /telegram /of yesterday

Drill 4
Schweibur executives often ask their secretaries to remind them about things they might
otherwise forget.

By the way, Mr. Graber, don ‘t forget to ring Mr. Karlberger, will you?

By the way, Mr. Konstanz, don’t forget to dictate a letter to Frankfurt, will you?

1. Remind Graber to ring Karlberger

2. Remind Konstanz to dictate a letter to Frankfurt
3. Remind Schulz to have a word with Braun
4. Remind Fliigel to sign his letters
5. Remind Miss Lachenal to contact Steuermann
6. Remind Heine to read the sales contract through
7. Remind Hoffman to ring Pellegrini
8. Remind Miiller to have a look at the quarterly report

Active Listening
Passage 1: Mr. Heine, Betty Wood’s boss, is visiting a Mr. Deferre in Brussels. Miss
Wood suddenly receives this telephone message. What is the message Miss Wood
should give to Mrs. Heine?

Passage 2: Miss Miller’s boss hadn’t arrived at the office when she received the following
telephone message for him. What is the message Miss Miller should give her boss?

Passage 3: Miss Jones has to deal with a telephone call for her boss, Mr. Shermann. What
is the message Miss Jones should give Mr. Shermann?

Role Simulation
In this unit you are asked to imagine that you have received a message from your boss
requesting you to get information from a visitor in the building, or to pass on information

205
to a visitor.

To help you, you will be given a card with your boss’s message on it.
You should begin by:
Apologizing for the interruption or requesting a few words with the visitor.
Getting or passing on the information shown on your card.

Homework
Study the following phrases. They will be useful in writing letters.

Clearing up misunderstandings
There appears to be some misunderstanding about…..
Some misunderstanding seems to have arisen as …..
We were under the impression /given to understand /led to believe that
We were not aware /did not realize that ……

One of Schweibur’s overseas subsidiaries has just received this memo from the
Accounts Departement at Headquartes.

Internal memo
to Jan Weinbren Reference LP/bs
from Len Palmer your reference
date 12 July 1977 your date
subject Sales Contracts

May we draw your attention to the fact that a duplicate copy of all sales contracts should
be sent Headquarters ?

Len Palmer

Your boss has instructed you to reply to this memo and has given you the following
outline. Select appropriate phrases from the above list and from units.

Reference to their memo.

Point out that we have been sending duplicate copies of all sales contracts to HQ for the
last five years.
Clear up misunderstanding – we’ve been sending them to the law Departement.
Express dissatisfaction that we were not notified of any change in the accepted
procedure.
Get them to clarify how many copies HQ – wants – one or two.
Suggest they contact the Law Departement if they want to refer to old contracts.
Express polite regret.
Assure them we will comply with any instructions the may send us.

206
 SESI/PERKULIAHAN KE: 4

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

1. Menjelaskan prosedur pelaksanaan perdagangan international.
2. Melakukan aktivitas ekspor-impor sesuai dengan prosedur standar
international.

Pokok Bahasan: Procedures International Trade (Export-Importt)

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari prosedur standar
ekspor-impor dalam suatu perdagangan international

I. Bacaan:
3. Brieger, Nick and Comfort Jeremy. Developing Business Contact. New
York: Prentice Hall International (UK) Ltd.
4. Brieger. Nick and Comfort, Jeremy. 1989 Early Business Contacts. New
York. Prentice Hall International (UK) Ltd.
5. Cyssco, Dhanny R. 1999. English Conversations Correspondence
Secretaries. Jakarta: Puspa Swara.
6. Cyssco, Dhanny.R. 2004. Mastering English Conversations for
Secretaries. Jakarta: Puspa.
7. Cotton, D.and Robins.S. 1993 Business Class. Hong Kong: Thomas and
Sons Ltd.
8. McSwain, Mary and Morihara, Bonnie. Doing Business in American
English. Jakarta: Gramedia Pustaka Utama.
9. David, Crridge.1996. International Business Role Plays. London : DELTA
Publishing.
10. Machfoedz, Machmud. Let's Talk Business: Business Concept for English
Practice. Yogyakarta: BPFE-YOGYAKARTA.
11. Watson-Delestree, Anne. A Basic Telephone Language and Skills.
London: ITP Business.

Pertanyaan Kunci/ Tugas :

Write down the international standard procedures in :

1. Importing goods/products
2. Exporting goods/products

207
 there?
7. What kind of accommodation does Mr. Purbo want on the train?
8. What time is Mr. Purbo expecting to depart for Surabaya?
9. When does Mr. Purbo want to lave for Dempasar?
10. What kind of return flight does Mr. Purbo want from Makassar to
Jakarta?
11. What class is Mr,. Prbo traveling from on the plan?
12. Does Mr. Purbo like the Hotel in Dempasar?
IV. Tugas :

Exercise 2. Fill in the blank with an appropriate part of specch (Verb, Noun, Adjective, Adverb)

and its translation. If it is not available, please write N/A. User your dictionary if

necessary.

No Verb Noun Adjective Adverb

1. Travel = beperian ……………………. ………………… …………………….
….

2. ……………………. Accommodation= ………………… …………………….

akomodasi ….

3. ……………………. Appointment = janji ………………… …………………….

….

4. Reserve = memesan ……………………. Convenient = …………………….

cocok

5. Deliver = ……………………. ………………… …………………….

membawakan
….

6. Summarize = ……………………. ………………… …………………….

meringkas
….

7. ……………………. ……………………. ………………… Conclusively =

tanpa keraguan

208
 ….

8. ……………………. ……………………. ………………… Briefly = dalam

…. waktu singkat/
secara ringkas
9. ……………………. Confirmation = ………………… …………………….
konfirmasi ….

10. ……………………. Possibility = ………………… …………………….

kemungkinan ….

11 Prefer = suka ……………………. ………………… …………………….

….

12. ……………………. Executive = eksekutif ………………… …………………….

….

Exercise 3. Complete the sentences with the right word form the list.

1. Representative
2. Accommodation
3. Open return
4. Lodgings
5. Bedroom
6. Berth
7. Club car
8. Book
9. Diner
10. Depart
11. Trip
12. Plan

1. The other ________________ on the train is usually crowded because there is no

other place to eat.
2. Some people prefer the upper ________________ on the train.
3. At what time does the train_______________ to Surabaya?
4. _____________me on early fight to manila
5. If you thirsty, you an get something to drink in the__________________
6. I couldn’t find any __________________ for the night because the hotels were full.
7. We look for a ________________ ticket because we do not have a definite depart
date.
8. Wherever I have a touble at an airport, I contact the passenger ___________

209
9. I always get a _______________ on the train because I can se al lower berth as sofa.
10. We were able to get ________________________ the best Hotel in Dempasar.

210
 SESI/PERKULIAHAN KE: 5

TIK: Pada akhir pertemuan ini, mahasiswa diharapkan mampu :

3. Mengetahui ungkapan-ungkapan Bahasa Inggris yang digunakan dalam
membuat suatu presentasi bisnis.
4. Membuat suatu presentasi bisnis dalam Bahasa Inggris.

Pokok Bahasan: Business Presentation

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari ungkapan-

ungkapan yang lazim digunakan dalam suatu presentasi bisnis dalam Bahasa Inggris.
Selanjutnya mahasiswa akkan dituntun untuk dapat membuat suatu presentasi bisnis
dengan menggunakan ungkapan yang tepat untuk setiap section dalam presentasi.
Topik ini memberikan keterampilan menggunakan ungkapan bahasa Inggris tersebut
secara efektif dalam melakukan suatu presentasi bisnis.

V. Bahan Bacaan :
1. Brieger, Nick and Comfort Jeremy. Developing Business Contact.
New York: Prentice Hall International (UK) Lid

2. Brieger, Nick and Comfort, Jeremy.1989 Early Business Contacts.

New York. Prentice Hall International (UK) Ltd.

3. Cyssco, Dhanny R. 1999. English Conversations Correspondance

Secretaries. Jakarta: Puspa Swara.

4. Cyssco, Dlianny.R. 2004. Maste ruig English Conversations for

Secretaries. Jakarta: Puspa

5. Cotton, D. and Robins, S. 1993 Business Class. Hong Kong:

Thomas and Sons Ltd.

6. McSwain, Mary and Morihara, Bonnie. Doing Business in American

English. Jakarta: Gramedia Pustaka Utama.

7. David, Cmdge.\996. International Business Role Plays. London :

DELTA Publishing.

8. Machfoedz, Machmud. Let's Talk Business: Business Concept for

English Practice. Yogyakarta: BPFE-YOGYAKARTA

9. Watson-Delestree, Anne. A Basic Telephone Language and Skills,

London: ITP Business.
VI. Bacaan Tambahan :
211
 1. David, Cmdge.\996. International Business Role Plays. London : DELTA
Publishing.

2. Machfoedz, Machmud. Let's Talk Business: Business Concept for

English Practice. Yogyakarta: BPFE-YOGYAKARTA

3. Watson-Delestree, Anne. A Basic Telephone Language and Skills,

London: ITP Business.
VII. Pertayaan Tambahan :

3.

4.

VIII. Tugas :

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 CHAPTER VI

NEGOTIATION

1. Introduction

In the previous subject of English for Business, you have learned the

basic concept, preparation, techniques and some language expressions of

negotiations. This section is specially focused on discussion of negotiation

language expressions. You also have to practice the language expressions by

doing various activities provided. The language expressions will be divided into

at least twelve kinds of expressions. Those are for greeting, stating objective,

creating a climate of cooperation, exchanging information, motivating

cooperation, evaluating option, stating , proposal, giving alternative solution,

clarification and confirming. It is expected that, at the end of this unit, the

students will be able to use the language expressions effectively ill conducting a

negotiation.

2. Presentation

A. Language Expression at the first meeting

How do you do? My name is..................., I am from Mahakam Company. Let me

introduce you to my colleague, Margaret Allan or I would like you to meet my

colleagues, Margaret Allan. I am pleased to meet you.

How do you do? i am.:.........................., I work as the technical Sales Manager

at Doyang Sumbi Company. This is Palo Santos, Head of AMB's overseas Sale

Division. Very pleased to meet you, too.

213
B. The second or subsequent meetings

Hello, Mr. ..................... Hew are you?

Hi, Mrs. ....................... Very well, thank you.

A. It is good to see you a gain.

nice

It is good to see you a gain.

Nice

C. Language Expression for Building Relationship

It is important to keep the conversation moving on by talkin2 about

general interests such as asking about the client's trip, interesting places.

typical food or sports. This is very helpful to create a relationship building

between the two parties. Some language expressions usually used are :

1. This is your first visit to Makassar isn't it?

o That is right.

o Unfortunately, this is only a short visit, so we won't be able to see very

much.

2. Do people have typical food in Makassar?

o Yes, Coto is very popular. Of course we also have many other typical food

such as Konro and Kapurung.

3. And what about the soft drink?

o I think Markisa is very popular in Makassar. And of corse, we also drink a lot

of other soft drinks such as Coca Cola, Sprite and Fanta.

D. Language Expression for Stating Objective

Stating the objective clearly and agreeing on them is the third step in

negotiation. In this step, the two parties should agree both the objectives and

procedure of the negotiation. The language expressions used are:

214
 To create a climate of cooperation, the two parties should be asked whether or

not they agree every procedure.

E. Language Expression for Creating A Climate of Cooperation

To create a climate of cooperation, the two parties should be asked

whether or not they agree every procedure.

❖ Could we now agree on the order in which we want to tall: about?

➢ Certainly / Yes, indeed or fine

❖ We could then move on to a presentation. Does that okay?

➢ Yes, that is okay with us.

❖ Tomorrow, we can visit or production facilities. Dos that fit with your plan?

➢ Yes, that is fine with us.

F. Creating The Strongest Climate of Cooperation

To make a strongest a climate of cooperation, it is helpful to use polite

request sentences such as would like, could or should make questions.

✓ I would like to check what you hope to achieve.

✓ I think we should start our meeting.

✓ Perhaps I cold outline our objectives.

✓ Can we now agree on the overall procedure?

G. Language Expressions for Exchanging Information

To exchange information effectively, it is useful to follow the following

procedure.

1. Giving a clear opening

HM. Griggs I was founded in 1992 (History of the company)

Was set p

We manufacture high quality paints (General activities)

Produce

Supply

Currently, we are the fifth largest paint producer.

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 We have a round turnover of over 15$ billion.

2. Give General and Specific Information A Interest

A. Stating General Negotiating Interest

We are interested in working with a company which...

We would like to work with a suppliers who..........

B. Specific Negotiating interest

Our key interest here is............................................

......................... is extremely important for us to.........

It is vital for us to........................................... . . . . ...

It is imperative for us to..........................................

Stating something less important:

Our key interest here is............................................

.........................is less importance to us

........................ a lower priority

H. Recapping on Key Points

o To recap the key points, one party may state:

o Perhaps I could just recap on your main points.

o I'd like to go over your main points.

o As I understand it, HM Griggs is planning an expansion

o As I recall, you said you are also interested in.............

o You said

The other party can confirm or correct. or correct your understanding and,

if necessary, expand on the other points

a. Confirming

That is right, yes.

Yes, that is the situation

That is correct

b. Correcting

No, no Ireland. Holland, the plant is just outside Rotterdam

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 c. Expanding the point

But even more important is............................

At present the production is............................

I. Language Expressions for Motivating Cooperation

• We are interested in working with a supplier who has experience in………

• We mould like to work with a supplier who has experience in...................

• We are also interested in working with a supplier who has experience

in………

J. Language Expressions for Evaluating Option

Before giving an evaluation to a particular option, it is useful to ask

about the emphasis of the other party as the following

o How important is the environmental issue to you?

❖ It is our top priority or it isn't important to us.

o What emphasis do you place? On after-sale service

❖ Well, it is certainly something that we can't after to ignore.

This is then followed by evaluating the option such as

1. I think the main weakness of the option for us is

that ............................ so I'd say that was the least favorable option for us. I

agree with............

2. The problem with licensing is that....................., so I would rank it as a fairly

unattractive option.

Or Yes, I think that fits in with the way we look at the situation, too.

3. I think that .................. The main strength of the option is that............ Or

Yes, w are also interested in close cooperation, but............

4. My immediate feeling is that it does not fit with the way we look at it.

5. I think that fits with the way we look at it.

6. The main strength of this as w see it, is that............... ..........

7. The main point of this, from or point of view, is that......... .....

217
 8. I feel that we should go over further than that.

9. I am not sure how to react to that suggestion.

K. Language Expression far Stating The Proposal

1. We propose that the new company should have the name............

2. Or proposal is to create a completely new name.

3. We propose that we combine both names.

L. Language of Expressions for Expressing Alternative Solution

1. Maybe a better solution would be to ............

2. It could be a good idea to...........................

3. Alternatively, Ac could..............................

M. Language Expression for Clarification

1. So if I understand you correctly,

2. I f am not mistaken,

N. Language Expressions for Confirming

a. Confirming

1. That is right what is more............

2. Exactly

b. Reaction

1. I see what you mean..........................., however,

2. I appreciate that............................... , but

3. I take your point about........................, but

O. Language Expressions for Agreeing and Disagreeing A Solution

a. Agreeing for a better solution

• That is certainly worth considering

• lam not sure how realistic that would be

b. Disagreeing for the solution

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 I don't think we could agree to have a France name.

You mean a France name, then?

We didn't say it had to be France name.

Exercise

Exercise 1. Give your answer using your own language to answer the to the

following questions. Your answers should be based on your

understanding from the explanations above:

1. What is negotiation?

2. How would you judge the success of a negotiation?

3. What are the steps and language expressions used in a negotiation?

Exercise 2. Match the negotiation language expressions in the left -hand column to their
functions in the right-hand column.

1. This is your first visit to Makassar isn't it? a. Agreeing a solution.

b. Confirming
2. That is certainly worth considering.

3. I don't think we could agree to have a France

c. Expressing alternative solution
name

4. That is right d. Evaluating option

5. Maybe a better solution would be to combine the e. Recapping on key points

names of the companies.

g. Clarification
6. I would like to check what you hope to achieve
Clarification -i
7. 1 think that fits with the way we look at it. i. Reaction
' Reaction
- '
j. Evaluating option
8. I see what you mean………., however,......
Evaluating option '

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9. We are interested in working with a supplier who k. Stating proposal
has experience In... ... ... ... ....

10. We propose that the new company should have

1. Motivating cooperation I
the name...... ... ...

Exercise 3. Complete the following dialogue with the appropriate language expressions that you

have been learned in the previous sections.

Da Silva: Excuse me,______________________ Mr Crow and Burnell from British

Island?

Crow: That's right. ................ Jhon, and.....................Peter Burner

Dasilva: ..................., .............. is Osorio Da silva. .........................the Technical Sale

manager at AMB.

Crow: ......... .......?

Burnell: Pleased to meet you.

Dasilva: So. Welcome to Brazil! You must be tired after your long journey.

Burnell: No, not too tired We have had most of the day to relax, and the hotel is very

comfortable.

Da Silva: Excuse me,______________________ Mr Crow and Burnell from British

Island?

Crow: That's right. ................ Jhon, and..................... Peter Burner

Dasilva: ..................., .............. is Osorio Da silva. .........................the

Technicai Sale manager at AMB.

Crow: ......... .......?

Burnell: Pleased to meet you.

Dasilva: So, Welcome to Brazil! You must be tired after your long journey.

220
Burnell: No, not too tired. We have had most of the day to relax, and the hotel is very

comfortable.

Dasilva: Good. Paolo Santos will be joining its in the bar in ten or fifteen minutes. Then

we plan to go to restaurant. So I an offer you a drink.

Crow: Good idea.

Dasilva: Ah' ................Paolo now.

Santos: Jlion, it's.............. How .......................? .

Crow : ...........Paulo. Very well, thanks. It's ................. to be here in Brazil. Rather a

change from Manchester.

Santos: Oh, Yes. That was a bit too cold for me last December!

Crow : ......................., Peter Burnell. ........................our Purchasing Manager.

Peter, .......................... Paulo Santos, Head of ABM' Gversas Sals Devison.

Santos : ........................., Mr Burnell.

Burnell: ..........................., too.

Santos: Would you like another drink? Have you tried Caipirinha yet?

Crow: I don't think so. What is it?

Santos: It's a cocktail based on a drink made from Sugar Cane.

Crow: That sounds good.

Santos: And for you, Mr. Burnell?

Burnell: I'll try that too. By the wav. ............... me Peter.

Santos: Good and I...... Paulo, Paulo as you know. Osorio would you like Cair Pirinha

too?

Dasilva: Yes

Santos: Por, favor, quartro Caipirinha.

Santos: Here we are. Cheers, or Saude as w say.

Burnell: Cheers.

Crow: Saude. Mmm-it's very good.

Santos: ................ first visit to Brazil, ............ Peter?

Burnell: ................... Unfortunately, this is only a short visit, so we won't be able to see
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 much.

Santos: That's true, and it's very a large country. But we'll certainly try to show you

something of the city. And I hope, anyway, that this will be the first of many

visits.

Crow: Indeed. So do we. Maybe next time it'll be possible to add few days' holiday to the

trip.

Burnell: This really is veiy good. .......................... a lot?

Dazilva: Yes. Caipirinha is very popular. And of course, we also drink a lot of beer in

Brazil.

Burnell: Beer? And is that brewed here? Or mainly imported?

Dazilva: We mainly drink Brazilian beers and some of them are very good.

Row: What about wine?

Santos: And what about wine?

Santos: We produce some wine too, especially in the very south nar Uruguay. But in

general, we produced and drink less wine than Argentina, for example.

Crow: That's interesting. W hat's the reason for that?

Santos: Basically, it's too hot. A lot of the country is tropical and sub-tropical and that's

not a good climate for producing wine.

Santos: ........................ First of all, I'd like to say that we hope that this will be the

beginning of a good business relationship for both our companies.

Crow: ......... indeed. So do we

Santos: Good. Can we now............................. for the next three days? I would like check

what......................................... Obviously, our main.............. is to find out more

about your airline's needs and then talks about ways in which we would be able

to service those needs. Does that fit..............................?

Crow: Yes that is very much how we....... it. too. The fact that we're here means that we're

already very interested in your aircraft. What we'd like to get from this meeting is a

full picture of your current products' capabilities, your development plans, and

how these aspects match our needs. We also ..................... about possible pricing,
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 Delivery and support arrangement on objectives.

1. What does "overall procedure " mean?

2. Why does the speakers talk about general interest such as trip, holiday and

popular drink?

3. What language- expression does the speaker use to start negotiation?

Exercise 4 Pair Work

Your tasks involve negotiating deals for supply of computers equipment and

office furniture in Makassar.

Student A: You are regional sale manager of a company supplier of computer

equipment in Jakarta Your duty is to offer prices and delivery time

to the small company of Student B.

Student B: You have just opened a small company in Makassar and are going to

visit company A to discuss your needs. In the meeting, you will talk

what you can and can't offer. You also need to bargain the price

and delivery time.

Exercise 4. Substitute each choice for the italicized words in the brackets.

1. I plan to leave on the Ist (hope/expect/want)

2. Get in touch with the passenger representative, {contact/call/phone)

3. The train to Yogya leaves at 17.oo . (departs/takes/arrives)

4. He wants to go by plane. ( bus/train/car)

5. 5. Could you get me a room at the Howmann Hotel? (accommodation/

lodgings/reservations)

6. Does the train have a diner? (dining car/ a club/ a lounge)

7. How much time do you want to spend there? (slay/stop/visit)

8. Report to me later, (get back/inform/advise)

Exercise 5. Do the following role play

A friend of yours is planning to go on holiday very soon. You ask him about his
223
plans. Use the word in brackets to make your questions.

Example: (Where/go?) – Where are you going?

Do the same:

1. (how long/stay)?

2. (when/leave)?

3. (you/alone)?

4. (go/by car)?

5. (when/slay)?

6. (where/leave)?

7. (take/movie camera}?

8. (when/go back)

Exercise 7. Read carefully and complete the missing information in the following message about

making an appointment. After that practice the conversation with your friend.

Making an appointment

Mr. Moor is talking to the Secretary. He is making an appointment to Mi. Hillman.

Secretary : Good morning Jakarta International Cooperation. May I help you?

Mr. Moor : Good morning. Can I speak to Mr. Hilman’s secretary, please?
Secretary : Yes, this is Yanti. Mr. Hillman's secretary speaking.
Mr. Moor : .............................................to see Mr. Hilman. Is it possible to see him this
week?
Secretary : May I know what it is about, please?
Mr. Moor : It is about our new working contract with Jakarta Cooperation.
Secretary : I see. Just a moment, please. I'll check his appointment list for this week.
Hello......................He's very busy this week. What about next week?
Mr. Moor : ............................ What day will be convenient for Mr. Hilman.
Secretary : What about next Wednesday at ten o'clock a.m? Do you have time?
Mr. Moor : Yes, of course . It is good time for me.
Secretary : Right. We make it next Wednesday morning at ten a.m.
Mr. Moor : Thank you for your help.
Secretary : My pleaure. Good bye.

7. Read carefully and complete the missing expressions in the following message about Hotel

Reservation. After that, practice the conversation with your friend.

224
 Making Hotel Reservation

The Secretary is talking to the Hotel Front Officer ( HFO) about Mr. David's Hotel
reservation.

HFO :
Good morning Singapore Continental Hotel. May I help you?
Secretary :
Good morning ............................. a single room, please?
HFO :
May I know what date is it?
Secretary :
From July to August?
HFO :
May I know what it is about, please?
Secretary :
Just a moment please. I'll check it first in the computer.
HFO :
Hello.........yes. ................some single rooms for those dates.
Secretary :
............................ the room rate per night, please?
HFO :
For a single room, the room rate is S$ 75 per night.
Secretary :
Please................ a room in the name of Mr. David from Jakarta.
Indonesia.
HFO : Yes, it'll be better for us. To make sure your reservation, please send us
a fax to confirm it.
Secretary : Right. I’ll send you a fax this afternoon.
HFO : We look forward to his visit in our hotel. Thank you for calling us.

7. Read carefully and complete the missing expressions in the following message about Hotel

Reservation. After that practice the conversation with your friend.

Making A Flight Reservation

Mr. Richard Smith's Secretary is talking to the Ticket Reservation Officer (TRO). The
secretary is reserving a return ticket for Mr. Richard Smith.

Secretary : Good morning. Jakarta Travel Agency. May I help you?

Mr. Moor : Good morning. ..................................... A return ticket Jakarta-Singapore-
Jakarta, please.
TRO : Yes. when would you like to travel?
Secretary : .............................................. for Mr. Richard, our Marketing Manager. He is
traveling on May 21.
TRO : ..................................some seats available. What class does Mr. Smith
prefer? Business or Executive Class?
Secretary : Executive please. And if it is possible, he prefers a window
seat............................it will cost6 for a return ticket?
TRO : ................................. for a return ticket Singapore-Jakarta is $400.00.
Secretary : This is a normal price, isn't it?
TRO : Yes, that is right.
Secretary : ...................now?.
TRO : Sure. May I have your name, please?
Secretary : In the name of Richard Smith.
TRO : Right. You can collect it after lunch.

225
 SESI/PERKULIAHAN KE 9

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu :

1. Menjelaskan jenis-jenis ungkapan dalam bahasa Inggris yang
digunakan dalam melakukan tahap-tahap negosiasi.
2. Melakukan negosiasi dalam.perdagangan international.

Pokok Bahasan : Negotiatiion

Deskripsi singkat : Dalam pertemuan ini anda akan mempelajari langkah-
langkah dalam melakukan negosiasi dalam bisnis bilateral dengan
menggunakan Bahasa Inggris. Selain itu mahasiswa akan berlatih
menggunakan ungkapan-ungkapan tersebut sehingga negosiasi yang
dilakukan dapat berjalan dengan efektif dan lancar

V. Bahan Bacaan :
1. Ashley, A. 1992. A Handbook of Commercial Correspondence.
London : CUP.
2. Brook, Susan L.I992. Writing Business Reports and Proposals.
London : Cambridge University Press.

VI. Bacaan Tambahan :

1. Geffener, Andrea B. How to Write Better Business Letters. USA :
Barren's Educational Series.

VII. Pertanyaan Kunci/Tugas :

1. Write down the language expressions for building a good
relationship with your business associate.
2. In order to exchange information effectively in a negotiation, what
arethe steps should be taken or the procedures should be followed?

VIII. Tugas :
Give at least four examples of the expressions in recapping the key points
of a negotiation?

226
 CHAPTER IV

MEETING

1. Introduction

Aims The objectives of this topic are :

 To open discussion and introduce the items to

be discussed.

 To ask for opinions, to present and support

opinions, to agree and disagree.

 To summarize the main facts of a case.

 To bring a meeting to a conclusion

 To close a meeting

2. Presentation

Read the following text :

Six months ago flextime was introduced in the administrative and

personnel departments of INCA, the UK subsidiary of an American

engineering company: which produces lifts. Initially, the scheme

seemed to be very successful and extremely popular in both

227
 departments but now the employees in the production department are

beginning to object and demand a similar system for themselves. One

department has just started ban on all overtime as a protest. The

company is

and' I'm afraid that we could have a strike on our hands

before long

I've called this meeting firstly to look into ways of avoiding c. states the
objectives of
any further industrial action and secondly to review the the meeting

whole situation regarding flextime

Perhaps you'd like to start, Bob, and put us in the picture d.

SECTION 2 Speakers' Intentions

Restates the problem.

Counters criticism by explaining the situation.

Criticizes.

Returns to the original explanation of the problem

Interrupts to check the implications.

Interrupts to control the meeting

INTENTION

Production Well, Graham this morning I spent there hours with the a.

Manager unions and basically the want the same privileges as

our administrative people. Frankly I don't blame them.

They resent the fact that anybody with an office job can

228
 do exactly as they please.

Personnel Hold on, what do you mean by that? Are you implying... b. Interrupts to
check the
manager implications

Managing Just a minute, Anne lei, Bob finish what he was saying. c.

Director We'll come to your point later.

Production Anyway, as was saying, my people resent the fact that d.

Manager your department can walk in at ten in the morning when

we've already done half a day's work.

We have to be in the factory at seven, but your people can e.

do exactly that they want.

Personnel What do you mean by that? You know very that everybody f.

Manager works forty hours. The only difference is that they can

come in any time between seven and ten.

SECTION 3 SPEAKERS' INTENTIONS

Explains rejection in greater detail.

Rejects a suggestion.

Claims irrelevance. (2)

Restates objectives.

Puts forward a suggestion.

Criticizes.

229
Managing Look, all this is very interesting but you, re missing the a.

Director point.

The question is not whether flextime is a valid concept but b.

how we 're going to avoid a strike. Now let's move on.

Why can't we introduce flextime In your production c.

departemen?

production Well it's not that I've got anything against flextime but you d.

Manager really can’t introduce it at shop floor level.

We have to keep (he assembly line moving a! a!! times and it e.

just wouldn't be possible to have people coming in when they

please. The plant is old and any changes would mean

extensive redesign.

Personnel I'm sorry but that's hardly my problem. f.

Manager

You can’t expect me to drop a system just because you can't g.

find ways of adapting...

Language Opening a Meeting

Summary 1
A lot this extract shows the Managing Director opening and

directing the meeting. Some useful phrases to use here are

230
given below.

a. starting a meeting

Well, ladies and gentlemen, I think we should begin.

Perhaps we 'd better get started/get down to business.

Right then, I think it's about time we got started/going.

231
 Right then, 1 think we should begin

Let's begin get going shall we?

Shall we start?

b. Stating objectives

The pupose of this meeting is, first, to . . . and secondly

to...

We are here today to consider firstly . . . secondly . . .

thirdly. ..

The main objective of our meeting is...

I've called this meeting first lo... secondly to...

c. Keeping the meeting moving

Would you like to begin/to open the discussion...?

& Perhaps you'd like to explain/tell us/give us...

What do you think...?

Shall we continue then?

Let's move on.

Would you like to comment here?

What about you?

232
Language Summarizing and presenting the main facts of a case
Summary 2
Right at the beginning of the meeting the managing.

Director, Graham Burn, summarized the background to the

case. Some phrases to use here are:

As some of you probably know,

As you know,

Some months/years ago/yesterday

The situation now is

PRESENTING AND SUPPORTING OPINIONS

o In the following text, we can see the language used to

ask for opinions, present and support opinions, to

agree and disagree.

Background After several years of low profits and intensive competition from

larger chemical companies, Agrolux, a medium-sized company which

produces agricultural products such as fertilizers and pesticides is

facing a choice between a definitely profitable contract with the

government to carry out research and develop chemical products for

the Ministry of Defense, or alternatively following up some initial but

successful research into

ways of speeding up plant growth. The second choice, if

233
 successful, would be a major scientific breakthrough and could in the

long run be very profitable for the company. The decision has been

further complicated by an information leak to the press about the

company's possible future involvement in the Deference sector.

Language Opinions
Summary 1

a. Asking for opinions

At the beginning of the meeting the Managing Director asks the

Marketing Manager for his opinion on the government contract. He

uses the phrase.

What are your feelings on this?

Expressions to get someone's opinions can be directed specifically

at one person eg What do you think about……? or they can be

directed at group of people in general eg what's the general feeling

on ... ?

Other phrases that can be used here are:

To one person To a group of people

What are your views. . . ?
What are your feelings about. ..?
What do you think about. ..?
What’s your opinion about that?
Any reaction to that?
Has anybody any strong feeling
about/views on that?
What's the general view on/feeling
about that?
Has anybody any comments to
make ?
234
 b. Giving opinions

During the meeting a number of people give opinions

about the subject being discussed.

An opinion can be expressed in a strong way, in a

neutral way (the most common) or tentatively (with

some hesitation or reservation). Tentative opinions are

very typical of British people. Americans would

usually be more positive.

Phrases that can be used are :

Strong Neutral Tentative

I'm sure that ... I think/1 believe that ... If seems to me that ...
I'm convinced that ... As I see it ... I 'm inclined to think that ....
I feel quite sure that... From a financial point My inclination would be
of view ... to...
It's perfectly clear to They way I see it is I tend to favour the view
me that ... that... that...

Language
Summary 2 Disagreeing and agreeing
When the Marketing Manager says he is against the

government contract, the Head of Research disagrees,

using the phrase I disagree completely.

When agree with someone the expression we choose will

235
indicate to the listener the strength of our opinion.

Sometimes we neither agree nor disagree but want to

expresses only certain reservations can be used to agree

or disagree are:

Agreement
STRONG NEUTRAL
I'm in complete agreement . I agree
I quite agree You 're right there.
Couldn’t agree more. I think you 're right.
Yes, definitely. Yes, and. . .
Exactly! That's true.
Precisely That's right

Agreement
STRONG NEUTRAL
I disagree completely I don't agree
That's out of the question That's not how I see it.
On the contrary 1 wouldn't say that.
Of course not! I think you 're wrong
That's ridiculous. I disagree

236
 Expressing reservations and doubts
I agree up to a point but ...
I see your point but...
That's true but...
I suppose you 're right but
Yes, but
Maybe but

Language Supporting opinions with a series of consequences

Summary 3
In many cases during the meeting the speakers gave more

than one consequence to support their opinions.

There would be continual reports, checks ...and what's

more, we wouldn't have either the resources or money to

pursue our own projects

... if there is a change in government policy ... we'll be left

with nothing at all. And another thing, we 'll be getting

into an are which is very dubious.

Other phrases to use to present a series of consequences

are:

We can't concentrate all our attention on the government

237
 contract. Not only will it create a lot of extra work but it

will also give us a bad image.

It's going to involve a lot o extra work on our part and in

addition it will give us a bad image

It's going to involve a lot extra work and apart from

that/besides that it will give us a bad image.

Coming to a Conclusion
After summarizing the main points, the phrases that can be used are :
▪ I So, if there are no more objections, I suggest that you...
▪ I If everyone's in favour 1 suggest that...
▪ If everyone's in agreement i propose that...
▪ Then I recommend that...
▪ Do you a!! agree that...?

1.3 CLOSING

Before close the meeting, the person chairing the meeting should check everything

had been covered. The phrases can be used to bring a meeting to an end are as

follows:

▪ Is there anything else we ought to consider now ?

▪ Right, if no one has anything else to add...

▪ Does anyone have anything else to add ... ? Right then I think we can end the

meeting at this point.

▪ If nobody has anything to add then we can draw the meeting to a close.

▪ So, if that's everything then we can stop here.

238
Question :.

Read again the presentation (page 1), then answer the following questions :

1. What words does the Managing Director use to open the meeting ?

2. Before stating the objectives of the meeting, he summarizes the background to the

problem which they are familiar with. What words does he use to introduce this

summary?

3. After opening the meeting he directs the meeting to the Production Manager, Bob

Clark. What exactly does he say ?

4. When the Production Manager suggests that office workers do exactly as they

please, the Personnel Manager interrupts suddenly. What expressions does she

use to do this?

5. Near the end of the meeting the Managing Director feels that the discussion is

getting away from the subject. How does he state this?

239
 SESI/PERKULIAHAN KE: 5

TIK : Pada akhir pertemuan ini, mahasiswa diharapkan mampu:

1. Menjelaskan jenis-jenis ungkapan bahasa Inggris yang
digunakan dalam melakukan presentasi bisnis;
2. Menggunakan secara tepat ungkapan-ungkapan bahasa
Inggris dalam melakukan presentasi bisnis.

Pokok Bahasan: Business Presentation

Deskripsi singkat: Dalam pertemuan ini mahasiswa akan mempelajari dan

berlatih menggunakan ungkapan bahasa Inggris dalam melakukan
presentasi bisnis. Ungkapan tersebut disesuaikan dengan langkah-langkah
presentasi bisnis yang efektif, yakni bagaimana menggunakan ungkapan
bahasa Inggris dalam membuka, menyajikan informasi dan mengakhiri
presentasi bisnis. Dengan demikian, tujuan tersebut akan memberikan
wawasan dan keterampilan kepada mahasiswa tentang bagaimana
melakukan presentasi bisnis secara efektif dalam Bahasa Inggris.

I. Bahan Bacaan:
1. Brieger, Nick and Comfort Jeremy. Developing Business Contact.
New York: Prentice Hall International (UK) Ltd.
2. Brieger, Nick and Comfort, Jeremy. 1989. Early Business Contacts.
New York. Prentice Hall International (UK) Ltd.
3. Cyssco, Dhanny R. 1999. English Conversations Correspondance
Secretaries. Jakarta: Puspa Swara. Cyssco, Dhanny. R. 2004.
4. Mastering English Conversations for Secretaries. Jakarta: Puspa
Cotton, D. and Robins, S. 1993 Business Class. Hong Kong:
Thomas and Sons Ltd.
5. McSwain, Mary and Morihara, Bonnie. Doing Business in
American English. Jakarta: Gramedia Pustaka Utama.
6. David. Crridge. 1996. International Business Role Plays. London :
DELTA Publishing.
II. Bacaan Tambahan :
1. Machfoedz, Machmud. 2004, Let's Talk Business: Business
Concept for English Practice. Yogyakarta: BPFE-YOGYAKARTA
2. Watson-Delestree, Anne. A Basic Telephone Language and Skills.
London: ITP Business.

240
III. Pertayaan Kunci/Tugas :
1. Mention the steps in delivering a business presentation.
2. What are the things should be prepared before delivering a business
presentation?
IV. Tugas :
Deliver a simple business presentation in front of the class

241
 CHAFTER V

BUSINESS PRSENTATION

1. Introduction

In this section, you will learn how to deliver a business presentation. The

students will practice some steps and languages expressions used in delivering the

presentation. It is expected that at the end of this section, you will be able to

deliver a business presentation effectively.

2. Presentation

A. Steps of Delivering A Business Presentation

Nelson (2000) explains that to deliver a presentation, the presenter may

follow the following steps:

a. Greet and introduce yourself to the audience

b. State the title or subject of your presentation

c. Explain the purpose or objective of your presentation

d. Tell the audience the length of your presentation

e. Outline the main parts of your presentation

f. Asking for questions relating to your presentation

242
B. Preparations of Delivering A Business Presentation

Before delivering a presentation. A presenter have to know some

preparations as follows:

a. Defining your audience

b. Clarifying the objectives/purpose of your presentation

c. Plan the content

d. Design the visual aids

e. Control the length

f. Follow a clear structure such as introduction, main parts, summary and

conclusion

C. The language of Delivering A Business Presentation

The language used in delivering a business should be clear, simple and

appropriate. The language expressions will be discussed further in the following.

b. Greeting and self introduction expression:

➢ Good morning (afternoon or evening) ! My name is ……….. I am the

chief Editor of The Jakarta Post"

➢ First of all, allow me to introduce myself

243
c. Introducing the title or subject of your presentation:

✓ I would like to talk about ……..................

✓ I am going to present

explain

brief you

describe to you

✓ The subject of talk is ...................................

✓ The focus of my presentation is...................

✓ The topic of my paper is..............................

✓ The topic of my speech is ..........................

d. Explaining the purpose or objective of your presentation:

▪ a We are hereto day to discuss......................

▪ a We are here today to discuss......................

▪ a W are here today to learn. .........................

▪ a Decide

e. Telling the length of your presentation:

❖ In the next 20 minutes, I will be presenting..................

❖ I plan to brief my presentation about........................

244
f. Outlining the main parts of your presentation:

 I've divided my presentation into four parts. They are ...........

 We can break this area down to the following fields........................

Firstly/first of all....................

Secondly/then, next....................

Thirdly/and then, next.....................

Finally/lastly/last of all......................

g. Asking for questions relating to your presentation:

❖ If you have any questions, feel free to interrupt.

❖ Please hold any questions you might have till the end of the

presentation.

❖ The last 15 minutes will be allocated for Q and A

❖ I would b happy to entertain questions from audience.

h. Signaling to End

• That brings me to the end of my presentation.

• That completes my presentation.

• Before I stop/finish, let me just say...........

• That covers all I want to say..................

i. Summarizing

 Let me just run over the key points

 I'll briefly summarize the main issues,

 To sum up........
245
 j. Concluding

▪ a As you can see, there are some very good reasons.

▪ a In conclusion..........................

▪ a I would like to leave you with the following ideas.

k. Closing

➢ Thank you for your attention.

➢ Thank you for listening

➢ I hope you will have gained some insight into......

l. Inviting Questions

▪ I'd be glad to tray and answer any questions,

▪ So, let's throw it open to questions

▪ Any questions

3 Exercises

Exercise 1. Give your own answer about the to the following questions based on

your understanding from the explanations above.

1. What are the steps of a business presentation?

2. Give an example of the language expression used for each step of

delivering a business presentation.

3. How do you prepare a business presentation?

246
Exercise 2 negotiation language 'expressions in the left -hand column to their

functions in (he right-hand column.

1. Good morning ( afternoon or a. Stating objective

evening) ! My name is... ....... I am
the chief Editor of The Jakarta
Post"
2. I'd be glad lo tray and answer any b. Summary
questions.
3. Thank you for your attention. c. Greeting and self introduction

4. As you can see, there are some d. Signaling lo End

very good reasons
5. Secondly/then, next f. Introducing the title or subject of your
presentation
6. The subject of talk is g. Outlining main parts

Exercise 3. Fill in the blank with an appropriate part of speech (Verb, Noun,

Adjective, Adverb ) and its translation. If it is not available, please

write N/A, Use your dictionary if necessary.

No Verb Noun Adjective Adverb

…………………… ………………… …………………
1 Greet
……….. …………… ……………
……………… ………………… …………………
Objective = tujuan
2 ………… …………… ……………

……………… ………………… …………………

3 ………… Signal = tanda …………… ……………

……………… ………………… …………………

Subject = Sesuatu
4 ………… …………… ……………
yang dibicarakan

Deliver = …………………… ………………… …………………

5 ……
membawakan …………… ……………
…………………… ………………… …………………
6 Summarize …… …………… ……………
247
 ……………… …………………… ………………… conclusively =
7
…………….. ………… …………… tanpa keraguan
briefly = dalam
……………… …………………… …………………
8 waktu, singkat/
…………….. ………… ……………
secara ringkas
Discuss = …………………… ………………… …………………
9
membicarakan ………… …………… ……………
……………… Explanation ………………… …………………
10
………… Penjelasan …………… ……………
……………… Argument = ………………… …………………
11
………… Penjelasan …………… ……………

Exercise 4. Fill in the blanks in the following presentation with one of the

language expressions you have learned in the previous section.

Kinds of Pollution

………...............ladies and gentlemen, shall we..............?

……................... my name is Paramudia................. and ....................from the state

Polytechnic of Ujung Pandang. I ...........................different kinds of pollution.

...................... four kinds of pollutions.

….............Air pollution. This is usually a problem for a city. ...................... Water

pollution is another problem which is always found in rivers, lakes and oceans.

..................pollution of the art is sometimes a problem near farms. ................ there is

a noise pollution, especially in crowded cities and near airports.

................... there are for types of pollution which cause some problems. Those are air

pollution, water pollution, earth pollution and noise pollution. ...................... for

your................ If.................................., I shall do my best to answer them.

248
D. Give your complete answer to the following questions

1. How does the speaker start his presentation?

2. What is the objective of his presentation?

3. How does he organize his presentation?

4. How doe the speaker end his presentation?

E. Please modify and develop the following sentences into an effective

presentation. After completing it, please deliver the presentation in front of

the class.

2. Computers are fast.

3. Computer work with information much more quickly than a person can.

4. Computers can keep information for a long time.

5. Computers do not forget things the way people do.

6. Computers are almost always correct.

7. They are not perfect, of course, but they usually do not make mistakes.

F. Give your complete answer to the following questions

1. How do you start your presentation?

2. What is the objective of the presentation above?

3. How do you organize the presentation?

4. How doe the speaker end his presentation?

249
Brieger, Nick and Comfort Jeremy. Developing Business Contact. Lembaga

Pendidikan dan Pengembangan Profesi

McSwain, Mary and Morihara, Bonnie. Doing Business in American English.

Jakarta: Gramedia Pustaka Utama.

Watson-Delestree, Anne. A Basic Telephone Language and Skills. London: ITP

Business

250
 SESI/PERKULIAHAN ke 6

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu :

2. mengantisipasi masalah-masalah yang mungkin timbul
dalam suatu presentasi bisnis.
2. Mengetahui cara menjawab pertanyaan dalam suatu presentasi.

Pokok Bahasan : Problems and Questions

Deskripsi singkat : Dalam pertemuan ini mahasiswa akan mempelajari cara

mengantisipasi kesalahan-kesalahan atau masalah yang mungkin terjadi
dalam suatu presentasi bisnis serta bagaimana menjawab setiap pertanyaan.

I. Bahan Bacaan:
1. Ashley, A. 1992. A Handbook of Commercial Correspondence.
London : CUP.
2. Geffner, Andrea B. How to Write Better Business Letters.
USA : Barron's Educational Series

II. Bacaan Tambahan :

1. Tim M2S. 1994. Business Letter. Bandung: M2S

III. Pertanyaan Kunci/Tugas :

2.
3.

IV. Tugas

251
 CHAPTER VI
LETTER OF APPLICATION

1. Introduction

A letter of application is a sales letter in which you are both salesperson and product,

for the purpose of a letter of application is to attract an employer's attention and persuade her

to grant you an interview. To do list, the letter presents what you can offer the employer,

rather than what you want from the job.

Like a resume, the letter of application is a sample of your work; and it is, as well, an

opportunity to demonstrate, not just talk about, your skills and personality, if it is written

with flair and understanding and prepared with professional care, it is likely to hit its mark.

2. Presentation

A. Letter of Application

There are two types of application letters. A SOLICITED letter is sent is response to

a help-wanted ad (see. for example, Figure 9-3). Because such a fetter will be in competition

with many, perhaps several hundred, others, it must be composed with distinction. At the

same time, it must refer to the ad and the specific job advertised.

An UNSOLICITED letter (Figure 9-4) is sent to a company for which you would like

to work though you know of no particular opening. The advantage of this type of application,

however, is that there will be little competition and you can define yourself the position you

would like to apply for. Too, you can send out as many of these letters as you wish, to as

many companies as you are aware of; it is a good idea, though, to find out the name of a

specific person to whom you can send letter-a more effective approach than simply

addressing a letter to '"personnel".

Every letter of application must be originally typed. Indeed, each one should be

freshly composed to suit the particular job or company it is seeking. It must never be typed on
252
letterhead or personal stationery, but on plain business-size bond. Like the resume, it must be

perfect, and it should serve, moreover, as a proof that you have mastered the principles of

business correspondence.

Because a letter of application must sell you qualifications, it must do more than

simply restate your resume in paragraph form. While the resume must be factual, objective

and brief, the letter is your chance to interpret and expand, it should state explicitly how your

background relates is the specific job, and it should emphasize your strongest and most

pertinent characteristics. The letter should demonstrate that you know both yourself and the

company.

2500 North Fruitridge Road

Terre Haute, Indiana 47811
March 1, 19
Mr. John P. Storm, Vice-President
Indiana Gas and Electric Company
1114 Broad Street
Terre Haute, Indiana 47815

Dear Mr. Strom:

Having served for the past several years as the sole secretary of a private business, I would
like to apply for the position of executive secretary which you advertised in the Terre Haute
Gazette of Sunday, February 28, 19.

As secretary to the Benlow Corporation here in Terre Haute, I was directly responsible to Ms.
Alba Jenkins, the company's owner. My services were generally those of a gal "Friday." In
addition to the usual typing, filing and taking dictation. I was responsible for scheduling all of
Ms. Jenkins' appointments, screening her telephone calls and visitors, and organizing her
paperwork and correspondence.

Essentially, I did everything I could to make Ms. Jenkins' heavy responsibilities easier. Thus,
I am familiar with the duties of an executive secretary and believe I am prepared to anticipate
and meet all your expectations. I am confident, too, that, with enthusiasm and sincere effort, I
can make the transition from a small business to a large corporation smoothly.

I would appreciate your giving me the opportunity to discuss my qualifications in person. I

would be happy to come for an interview at your convenience, and 1 can be reached after 5
P.M. at 772-1248.

253
Sincerely yours,

25-92 Queens Boulevard

Bayside, New York 11202
June 15, 1980

Ms. Loretta Vasquez

The Vasquez Travel Agency
1402 Broadway
New York, New York 10032

Dear Ms. Vasquez:

This month 1 completed a two-year course of study in Travel and Tourism at the
Bowker Business Institute, and my placement counselor. Mr. Robert Feiner,
suggested I apply to you for a position as assistant travel agent.

As you will see from my enclosed resume, I have taken courses is nearly every
aspect of the travel industry. I have participated in work shops simulating
computer and telephone operations, and I have had extensive practice in ticketing
and reservations.

My work experience, moreover, has helped me develop an ability to deal with the
public, a valuable asset fora travel agency. Not only as a sales assistant, but even
as a stock clerk, I have learned to be customer oriented; I have found that
courtesy and smile keep business flowing smoothly.

I would like very much, Ms. Vasquez, to put my skills to work for your travel
agency. I am available for an interview Monday through Friday during business
hours. You can reach me at 884-7788.

Your truly,

254
 When you begin to write your letter of application, keep in mind the

principles of writing sales letters:

1. Start by attracting attention. You must say, of course, that you are applying and

mention both the specific job and how you heard about it (or, in an unsolicited

letter, why you are interested in particular company). But try to avoid a mundane

opening. Instead of:

I would like to apply for the position of legal secretary which you advertised

in the Los Angeles Times of Sunday, August 10, 19.

Try something a bit more original:

I believe you will find that my experiences in the Alameda District Attorney's

office have prepared me well for position of legal secretary which you

advertised in the Los Angeles Times of Sunday, August 10, 19

2. Continue by describing your qualifications. Highlight your strengths and

achievements and say how they suit you for the job at hand. Provide details and

explanations (even brief anecdotes) not found on your resume, and refer the reader

to the resume for the remaining, less pertinent facts.

3. Assure the employer that you are person for the job. List verifiable facts that prove

you are not exaggerating or lying. Mention the names of any familiar or prominent

references you may have. In some way distinguish yourself from the mass of other

qualified applicants.

4. Conclude by requesting an interview. Without being coercive, urge the employer

to action by making it easy to contact you. Mention your telephone number (even

though it is on your resume) and the best hours to reach you. Or, mention that you

255
 will call him within a few days. (Keep in mind that, while some employers will

consider a follow-up call admirably ambitious, others will consider it pushy and

annoying. Use your judgment.)

A complete application should contain both a letter of application and a

resume. While it 15 possible to write a letter so complete in detail that a resume

seems redundant, it is always most professional to include both.

It is best NOT to include copies of your tellers of reference or of your school

transcripts. These can be provided later if you are granted an interview. In a similar

vein, do not include a photograph of yourself. The briefer the original application, the

better.

A final word about salary: basically, unless instructed by the want ad, it is best

that you not broach the subject. Indeed, even if an ad requires that you mention your

salary requirements, it is advisable simply to call them "negotiable." However, when

you go on an interview, you should be prepared to mention a salary range (e.g

$10,000-$12.000). For this reason, you should investigate both your field and, if

possible, the particular company. You don't want to ask for less than you deserve or

more than is reasonable.

B. Follow-Up Letters

Few people nowadays send follow-up letter (Figure 9-5) after an interview. For this

reason alone, it can be highly effective.

256
 A follow-up letter should be courteous and brief. It should merely thank the

employer for the interview and restate your interest in the job. A reference to a

successful moment at the interview is a good, personalizing touch.

25-92 Queens Boulevard

Bayside, New York 11202

June 25, 1980

Ms. Loretta Vasquez

The Vasquez Travel Agency

1402 Broadway

New York, New York 10032

Dear Ms. Vasquez:

Thank you for allowing me to discuss my travel qualifications in person.

Having me you and Mrs. DeLoia, and seen your agency in operation, I sincerely

hope I will have the chance to put my training to work for you.

Enclosed I a copy of my transcript from the Bowker Business Institute, along

with the letters of reference you requested. I can be reached at 8884-7788 during

regular business hours.

Sincerely yours,

257
C. Letters of Reference and Recommendation

The difference between letters of reference and recommendation is slim. A

recommendation (Figure 9-7) is an endorsement while a reference (Figure 9-6) is

simply a report. A recommendation is persuasive while a reference verifies facts.

Both types of letters start out the same. Each should include :

1) a statement of the letter's purpose;

2) an account of the duties performed by the applicant or the applicant's general

qualification.

A letter recommendation would add a third item-a concluding statement specifically

recommending the applicant for the particular position.

258
 M & M SHOE STORE
70-19 lefferts Boulevard

Baysidc, New York 11202

June 17, 1980

Ms. Lorette Vasquez

The Vasquez Travel Agency

1402 Broadway

New York, New York 10032

Dear Ms. Vasquez:

I am happy to provide the information you requested regarding Arnold Stevens,

with the Understanding that this information will be kept confidential.

Mr. Stevens has been a stack clerk and then ale assistant in my store since

September 1977. He has always been willing to work odd hour, including

weekends and holidays, and ha proven to be a hard-working and trustworthy

employee.

Sincerely yours,

Otto Munson
Proprietor

259
 THE BOWKER BUSINESS INSTITUTE
600 Fifth Avenue
New York, New York 10011

June 17, 1980

Ms. Loretta Vasquez
The Vasquez Travel Agency
1402 Broadway
New York, New York 10032

Dear Ms. Vasquez:

Arnold Stevens was a student in three of my travel courses since the Fall 1978
semester. He was always an outstanding student.

Mr. Stevens demonstrated his thorough grasp of the subject matter in his class
performance as well as written, work. His assignments were always executed
with conscientiousness and punctuality. Moreover, he was an enthusiastic
participant in class discussion and helped to make the courses experiences for
everyone else involved.

Therefore, I can recommend Mr. Stevens, without hesitation, for the position of
assistant in your travel agency.

Yours truly,

Jack Adler
Instructor

260
D. Letters Of Introduction

Rather different from but not entirely unrelated to employment letters are

letters of introduction (Figure 9-8). These are written to a business associate on

behalf of a third person (such as an employee, customer, or client). Such a letter is

written when one person you know would like to establish a business relationship

with another person whom also know but whom he himself does not.

The letter of introduction you would write in such a situation should include

three points:

1) the relationship between you and the person being ''introduced";

2) your reason for introducing him to your reader;

3) what you (or he) would like the reader to do for him.

The letter of introduction is sort of across between a request and a reference. It should

be worded with courtesy.

Generally, the letter of introduction is given to the individual being

introduced, who is turn delivers it in person. However, it is customary to forward a

copy of the letter, along with an explanatory (and less formal) cover letter, so that

your reader will anticipate the visit.

261
 THE VASQUEZ TRAVEL AGENCY
1402 Broadway

New York, New York 10032

May 20, 1981

Mr. Jonathan Vecchio

Alpine Leisure Village

Aurora, Colorado 80707

Dear Jonathan:

Arnold Stevens has been my assistant for the past year, and he is currently touring the

Denver-Aurora area.

So that he may knowledgeably inform our clients of the many delights of Alpine

Leisure Village, I would greatly appreciate your giving him a tour facilities when he

visits.

With much appreciation,

Loretta Vasquez

262
3. Closing

Practice of correspondence

A. List all the facts you can think of about your personality, background, and

experiences. Then arrange the list in a logical order and decide on categories

under which to group the facts. From this worksheet, prepare your resume.

B. Imagine the ideal job for which you would like to apply. With this job in

mind, write an unsolicited letter of application to a prospective employer and

ask for an interview.

C. Prepare a letter of application answering the following classified

advertisement.

263
 CHAPTER VII
CURRICULUM VITAE

1. Introduction

When someone is applying for a position, he/she should also write down

his/her Curriculum vitae. Generally, Curriculum Vitae covers the following :

a. Personal Details

b. Educational Background

c. Work Experience

d. Other Relevant Information

2. Presentation

Your C.V. should be mentioned in the second paragraph to a letter answering

an advertisement.

Thank you for your letter of (date) and the application form for the post of

(title). I have now completed the details and am enclosing the form.

I am enclosing my curriculum vitae for the position of...

The enclosed C. V. is for the above post.

A. Summary of details

You will see that I graduated from (college)/left (name of school) in (date) where

I W (degree; diploma; certificate). I then began work with (name of firm) as (job

title), here I was trained as (title), and was involved with (brief description of duties).

If you have had more than one job, you could explain why you left each position.

His is often left for an interview. But you should never use explanations such as leaving
264
for more money, better fringe benefits, advantages besides salary, e.g. better pension,

stealth scheme, social facilities, car, or conditions. Whether it is justified or not,

employers do not like to feel staffs leave companies for these reasons.

You should also not state you were bored with the work you were doing, after

all, you accepted the job; and never criticize the firm you worked for, the products or

sen-ices they offered, or staff you worked with.

Explanations for leaving a company could include the following:

I left (name of firm_ in (date) as (new employer) offered me a chance to use

my kills or specialized knowledge, e.g. languages, knowledge of computers, etc)...

In 2002—I was offered a chance to join (name of company) where there was

an opportunity for me to gain more experience in...

I was offered promotion (a chance to advance) by (name of company) in

(date) and werefore left (company) as this meant I could (explanation)...

I joined (name of company) in (date) as they offered an opportunity for

advancement, being a much larger concern.

B. Explanation of previous experience

Most application forms give limited space to expand on previous duties in a

company; what you did, how many people were involved, what your detailed

responsibilities were. Without elaborating too much or boasting, you should stress

your responsibilities and authority in the company (ies), projects you undertook,

changes you Wed, or schemes you introduced.

265
 While I was at (name of company) I took responsibility for (title) and this

meant I (description); within (period of time) the firm/department was able to

description of improvements)...

During my time at (name of firm) I worked on several (description) schemes

which were very successful as they meant (description)...

At (name of company) my duties included (description). This gave me more

experience in (description) which was very valuable when I moved to (name of

company) encouraged day release at (name of college/institute) where I studied

(subject) and took a degree/diploma/certificate) in (date). After two more years of

management experience I pined (name of company).

C. Reasons you are applying

All companies will want to know why you are applying for a particular

position. His not only means explaining why you want the job but why you think

your particular skills and experience would be valuable to the firm.

I am particularly interested in this position you offer as I know my previous

experience and academic background would be valuable in (his area of (engineering;

reaching; accountancy, etc.).

I am sure I would be successful in this post as I have now gained the

experience and skills that are required.

As (title of post) I know my background in (area of work) could prove

valuable to you, especially as I have been dealing with (explanation)...

This position would require someone who has had extensive experience of (area of

work) which I gained both academically and commercially at (college and companies).
266
3. Closing

At the end of the letter, you look forward to the interview and offer to supply

more information if necessary.

I look forward to hearing from you. However, if there is any further

information you require in the meantime, please contact me.

Please let me know if there are any other details you need. Meanwhile, I look

forward to hearing from you.

I hope to hear from you in due course. Please lei me know if you would like

further information about me.

1 will be able to give you more detailed information at an interview, and I

look , forward to seeing you.

Question

Write down your curriculum vitae consists of the following :

a. Your personal details

b. Your educational background

c. Your work experience

d. Other relevant information

267
 SESI PERKULIAHAN KE 14

Pokok Bahasan : Dealing with Contracts

Deskripsi singkat: Dalam pertemuan ini anda akan mempelajari cara j
Membuat suatu kontrak penjualan dengan pihak lain sesuai kontrak
atau perjanjian yang telah disepakati pihak-pihak yang bersepakat.

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu :

1. Menggunakan ungkapan-ungkapan yang tepat dalam Bahasa Inggris
Hal-hal yang berkaitan dengan kontrak penjualan.
2. Membuat draft kontrak penjualan yang disesuaikan dengan
kesepakatan antara pihak-pihak yang berkepentingan.

I. Bahan Bacaan :
1. Brook, Susan L. 1992. Writing Business Reports and Proposals
London : Cambridge University Press.
2. Jones, Leo.1989. International Business English. London : Cambridge
University Press.
3. Karridge, Darid.1996. International Business Role Plays. London :
Delia Publishing.
4. Macaziola, Sare J. Further Ahead. A Communication Skill Course for
Business English. London: Cambridge University Press.
5. Oxford University English Teaching Development Unit. 1987.
English for Secretary. London : Oxford University Press.

II. Bacaan Tambahan :

1. Ashley, A. 1992. A Handbook of Commercial Correspondence.
London : CUP
2. Vicki, Holleff. 1999. Business Objectives. London : Oxford
University Press

III. Pertanyaan Kunci/Tugas :

Ketika anda membaca bahan bacaan berikut, gunakanlah pertanyaan -
pertanyaan berikut ini untuk memandu anda.
1. Apa tujuan dibuatnya suatu kontrak penjualan?

IV. Buatlah draft suatu kontrak penjualan!

268
 CHAPTER VIII
MEMORANDUM

1. Introduction

Memorandums are written internal communications which advise or inform

employees of policies and procedures that their company has decided to adopt. The
memo may be put on a notice board for everyone to see, or circulated in internal mail
to the departments it concerns, in the latter case, the employee usually signs the
memorandum to acknowledge that he/she has read it.
There are numerous subjects that memos deal with, from informing staff of a

retirement, to announcing important administrative or structural changes in the company.

2. Presentation

A. Layout
Companies often use a special letter-heading for memorandums which gives
less information about the company but indicates which department has issued the
memo. Mote that the memo states who it is to, who it is from, the subject, and the date.
Paragraphs in memos are often numbered, as here, particularly when she
subject concerns a procedure to be followed.

B. Guide to contents

Memos may have a title, e.g.

subject: Introduction of shift-work

Subject: Annual Audit
Subject: Pension Scheme

269
 If there is no title, introduce the subject in the opening paragraph, for
example : A Shift-Work system is to be introduced next month.

The annual Audit will begin on 1 June 2005.

A Contributory Pension Scheme is to be introduced as from 1 July 2005

Explain to staff how they will be affected:

The shift-work system will affect all employees in this branch of Halliwell &
Fischer and will be introduced on at who-shift basis - 06.00 to 14.00 hours, and 14.00
to 20.00 hours, you will be told by department heads.
The Auditors will be allotted offices which will mean that some members of
staff will be temporarily transferred to their offices in the building . Members of staff
will have to join the pension scheme and contribute 6% of their gross monthly salary,
the contributions will go towards a retirement benefit plan which at 60 will offer a
pension of '0% of gross salary, in addition to the Government scheme. Unless
already stated, the employees must be told when the policy becomes effective:
The scheme will begin from 1 August 2005
The audit will begin on 1 August and should take about three weeks.
Contributions to the scheme will be deducted from the pay month ending
1 June 2005
State who will be affected and where:
The audit will affect all branches of the company, and warehousemen are
reminded that they will have to account for any missing items, staff will be expected
to explain the loss of any equipment, or damage to...
The pension scheme will only affect those members of staff who were
employed on or before 1 January 2005. Employees who joined after that date will be
included in the scheme as soon as they have completed six months' full-time
employment with the firm. Once you have mentioned how staff will >e affected,
when the scheme becomes effective, where it will operate, and who will be involved,
you must explain

270
what should be done:

Will all employees please see either their supervisors or department? .

Managers, who will let them know which shift they will be working on for the first
month? Another memo will be circulated nest week, explaining a bonus scheme
which will be introduced as part of the new arrangement, Everyone included in the
scheme will receive a booklet giving them details of how the pension plan will work
and what benefits they will receive on retirement or in the event of their deaths. A
contract with a copy will also be enclosed and you should sign it, then hand it to your
departmental manager before 21 June 2005.
Finally, if the memo appears to be complicated, or you think it might not be
completely understood by everyone. You should advise them to contact a manager,
supervisor, or departmental head, who will explain it to them and consider their
comments and complaints, if they have any ass in the following examples :
If you have any problems whatsoever with the shift you have been allotted, or
cannot work on a shift basis, please tell your supervisor or manager when you see
him.
If there are any problems you feel your manager should be made aware of
before the auditors arrive, please let him know at once. The booklet should explain
the scheme clearly to you, but if there is anything you do not understand, or if you are
already in a scheme that might be affected by the firm's pension plan, please inform
your departmental manager as soon as possible.

271
272
 MEMORANDUM
F. Lynch & Co. Ltd
(Head Office), Nesson House, Newell Street, Birmingham B3 3EL

To : Department Managers Date : 10 June 2005

From : The Chief Accountant
Subject : Cheque Identification

Will all Department Managers remind their sales staff that all cheques must be
accompanied by proper identification, i.e. cheque, store, or credit cards?

The store has experienced a number of bad debets over the past few months due to
customers paying with bad cheques, and as the Christmas rush will soon be with us,
this problem could increase unless sales staff are more careful.

Notices are placed round the store to explain the position to customers, but if staffs
experience any difficulty with a customer they should call over a manager or
supervisor to deal with the matter.

T. B r a i t h w a i t e

T. Braithwaite
Chief Accountant

5.2.1

Memo to Department Managers

Lynch & Co. want to tighten up security in their department stores.

273
Questions

1. Who sent the memo, and what does it deal with?

2. What should the staff ask customers to do?
3. How are the staffs supported, and what should they do if there are any
difficulties?
4. What will make the problem worse?
5. Which words used in the memo correspond to the following: balances that
cannot be recovered; because of?

Visit of a customer

Coventry Components are expecting an important visitor to their factory so

they circulate this message on their electronic mail computer monitors, see the
following mail:
Questions :
1. What is the memo about?
2. How can employees help?
3. Why is their help so important?
4. Who will escort the visitor?
5. Is any answer expected to this memo?
6. When was the memo sent?
7. Which words in the memo correspond to the following: parts of an engine; a
favorable view; the way things work; giving information; very important?

274
> mail

SEND, READ or SCAN : read

To : All managers 90.7 COU6811

From : The Company Secretary-Head Office 90: (COU681)
Posted : 3-6-92 15.41
Subject : Zorbra Visit

Text:
From 8 to 1 f Juli, Mr. George Zorbra of Zorbra Industries. At hens, and two of
his colleagues will be looking around the factory, as his firm intends to place a
large contract with us to supply them with components over the next three
years.
Zorbra industries is part of the export drive that we have been preparing to
enable us to enter the Greek market. It is therefore essential for us to make a
good impression on these visitors.
Although they will be escorted by Michael Hobbs, our overseas Sales
managers, it may be necessary, for individual employees to answer questions
or explain production procedures in their section. Would you therefore ask
your staff to be as helpful and informative as possible? It will also be necessary
for lunch hours and breaks to be arranged so that there will always be
someone available in every section.
Your co-operation in this matter is essential and will be appreciated.
ACTION REQUIRED: implement
SEND
COU681—SENT

END OF MAIL
275
 Keyser Shipbrokers Ltd.
123-5 Lowland Street, London ECI 2RH

MEMO
To : All Staf Date: 2 August 2005
From : Head Office
Retirement of D.G. Crayford
Managing Director, and Appoiment
Of Mrs Felicity Fawks

Mr D.G. Crayford will retire on 20 September 2005 and be replaced as

Managing Director by Mrs Felicity Fawks whose appointment begins as from 1
October 2005.

Mr. Crayford has been with the company for 30 years, and has been Managing
Director since 1999. The Board, his colleagues, business associates, and staff, I
am sure would like to take this opportunity to thank him for his excellent work
in organizing and running he company to make it the successful concern it is
today. His good-humoured presence will be missed by all those who worked
with him, and we offer our best wishes to his Successor.

Mr Crayfor's leaving will not affect the present policy of the company.

Would all Department Managers please attend a meeting in room 358 on Monday 19
September at 15.30 hours, where they will be introduced to Mrs Fawks?

.S. Keyser
Chairman

Retirement of Managing Director

Notice how this memo takes the opportunity to announce the retirement;
advice very one of the new appointment; thank the ex-Managing Director, and
welcome his successor; inform the staff there will be no changes in policy; and
announce a meeting, herefore, you can see that is a link between the subjects.
However, a memo that dealt all once with, say, canteen facilities, punctuality, and a
new accounting system, would not ad properly, or would confuse those who read it.

276
Panton Manufacturing Ltd,
panton Works, Hounslow, Middlesex, TW6 2BQ MEMO
To : All employees Date: 6 June 2005
From : The Managing Director

As part the company's expansion programme over the next year, we are introducing
RS 100 and DS 100 machines which will increase productivity and lower costs of
production to make competitive in overseas markets.

The new machinery will not in any way affect employees' job security, but will
ensure JL as it will make us more efficient. It will also release men from boring, dirty
jobs, and allow reraining for more technical and interesting work here.

Union representatives have already been consulted and have promised their co-
operation in installing and maintaining the machinery. If any employee feels
apprehensive about the changes, they should see their Union representative who will
explain the situation to them.

D. Panton
Managing Director

Automation

This memo is issued to employees to explain that automated machinery is being

introduced into the factory, but that job security will not be affected.

Questions
1. Why are the machines being introduced?
2. Will they mean redundancies?
3. How will they help employees?
4. Who have the management negotiated with for the introduction of the
machines?
5. Which words in the memo correspond to the following: enlarge; expand;
output; learning new skills; putting in (equipment); servicing?

277
 MEMORANDUM
L. Franksen PLC
Price of Wales Road, Seffield S94EX

Date: 15 July 2005

To : All employees
From : The Managing Director

Cutting Output and redundancies

The company has been running at loss for the past three years, due to rising costs of
reduction and a fall in demand our products because of the economic situation.

It is therefore with regret that we have to announce that one third of the work force
will we made redundant over the next month as production will be cut by forty per cent.

Those employees affected will be advised within the next fortnight and will receive
full everance pay, plus holiday pay, which, we hope, will help them until they find
new jobs.

We express our sympathies to those affected and would like to thank them for their
help n past and their co-operation in these unfortunate circumstances.

L. Franksen

L. Franksen
Managing Director

Take-over of the company

This faxed memorandum is the staff of a company that is about to be taken over on
this case, it is essential to explain exactly what is happening and what is going we
happen, as employees will naturally want to know about their job security, lot ice
how the main points are carefully laid out, and that the memo is written almost
immediately after the take-over to prevent rumors spreading. Employees are also
encouraged to ask supervisor and union representatives questions. It is bad industrial :
lotions not to advise employees immediately in this situation, as secrecy only creates
aspicion, and even those with secure jobs might leave for fear they might be dismissed.
278
CLOSING/EVALUATION

Read the following memo, then answer the questions afterwards :

MEMO FAX Bedix Calculators Ltd.

AX:071 9406668
Bedix House Ricdmond. Surrev TW9 !DW

To: All employees in all branches Date 21 October 19-

From : J.L. Bedix, Director Subject Control of Bedix Calculators
By prendall Industries

You are probably aware from reports in the press that Bedix Calculators has been
taken over by Prendall Industries and now part of Prendall Group of companies.

Details the take-over and how it will affect employees will be sent to everyone before the
and of the week However, this memo is being circulated to reassure you of the following.

1. There will be no redundancies as a result of the take-over, although there will be

some reorganization.

2. Reorganization will take place over the next year as Prendall intend to expand
Bedix calculators Production so that it will become a major electronic compent
supplier to their own industries.

3. Salaries and wages will not be affected.

4. Management positions will not be affected although Organization and

management consultants will be looking at our method of production with a view
to improving efficiency.

5. Bedix Calculators will retain its own name and identify and fulfill all contracts
and obligations it was committed to prior to the take-over.

The Board of Directors, management, and Union representatives of Bedix Calculators

have already met with Mr Prendall, who has given us the above undertakings both
verbally and in writing. However, if you wish to ask your supervisors or Union
presentatives about anything regarding the new situation, please do so, and I am sure
key will clear up any doubts or misgivings that you might have.

L. Bedix.
Bedix, Director

279
Questions

1. Why is (he company making redundancies ?

2. How many people will be affected ?
3. What is going to happen to production ?
4. What compensation is offered to those affected ?
5. When will those being made redundant be advised ?

280
 SESI/PERKULIAHAN KE 8

TIK : Pada akhir pertemuan ini mahasiswa diharapkan mampu

1. Menjelaskan berbagai cara atau metode pembayaran dalam
perdangan international.
2. Melakukan pembayaran sesuai dengan cara yang tepat.
\\\\\\\\\\\\\\\\\\\\\\

Pokok Bahasan : Ways of Paying

Deskripsi singkat : Dalam pertemuan ini mahasiswa akan mempelajari
berbagai macam cara atau metode pembayaran yang sering digunakan
dalam perdagangan international (bilateral/atau multilateral)

I. Bahan Bacaan :
5. Ashley, A. 1992. A Handbook of Commercial Correspondence.
London : CUP.
6. Brook, Susan L. 1992. Writing Business Reports and Proposals.
London : Cambridge University Press.
7. Geffner, Andrea B. How to Write Better Business Letters . USA :
Barton's Educational Series
8. Oxford University English Teaching Development Unit. 1987.
English for Secretary. London : Oxford University Press.

II. Bacaan Tambahan :

1. Vicki, Holleff. 1999. Business Objectives. London : Oxford
University Press.
2. Macaziola. Sare J. Further Ahead. A Communication Skill Course
for Business English. London: Cambridge University Press.

III. Pertanyaan Kunci/Tugas :

Ketika anda membaca bahan bacaan berikut gunakanlah pertanyaan-
pertanyaan berikut ini untuk memandu anda.
3. Sebutkan dan jelaskan beberapa cara atau metode pembayaran yang
lazim digunakan dalam bisnis international? Sebutkan dan jelaskan
4. Apakah perbedaan dari cara/metode pembayaran tersebut?

IV. Tugas :
Buatlah suatu r\ulasan tentang berbagai cara atau metode pembayaran
yang anda tahu sering digunakan dalam perdagangan bisnis international,
dan menurut anda manakah cara yang paling efektif? Jelaskan
argumentasi anda yang mendukung pernyataan anda tersebut!

281
 CHAPTER IX
REPORTS

1. INTRODUCTION

Reports are used in every area of administration, and may announce, explain,

or recommend policy. They may initiate and begin a sequence of events to start new

schemes, introduce fresh approaches, or develop new methods of operations. They

may also be the result of events that need investigation and explanation.

Reports can come from external agencies which have been called in by the

firm to review problems, e.g. Organizations, or business associates, e.g. surveyors'

reports or credit investigation agencies (see 8.8.6).

Reports may also come from internal sources, when management are asked to

investigate the possibilities of increasing efficiency in the company.

1.2. Presentation

A. Guide to contents

The length of a report depends on the complexity of the subject it deals with,

but all reports follow a similar pattern, as follows:

Title

The title of the report always explains its contents. Here are three examples of

titles which immediately tell you what the report is about.

282
‘The development of small industries in Nigeria’

‘The limitations of the Consumer Protection Act 1989’

‘The problems of English-language teaching in London Colleges of Further Education’

Introduction

The introduction might be a summary of the report and the circumstances or

conditions that initiated it. It could also lay out the objectives and limitations of the
enquiry.

Background

All reports, regardless of whether they are specialized or not, must give a
background to the subject of the study. This allows the reader to see how the situation
arose, and how it can be corrected, improved on, or changed.

Facts

This section is essential to all reports as it explains the situation that exist and
offers evidence to support the statements that the writer is making. If the reader is to
be convinced that changes in a situation are necessary, well-selected and well-
presented facts will influence him.

Conclusions

Conclusions are the ideas you have formed from the evidence you have
looked at. Whereas facts are objective statements, conclusions draw together all
aspects of the situation as you see it.

Recommendations

These follow from conclusions and are the suggestions that you are making to
improve, or change, the current situation.

283
284
Specimen reports

This report from the Sales Director suggests that his company should enter the mail
order justness. Notice that this is a summary of a much larger report containing
statistical data which it refers to throughout the report.

Questions

1. How long has the research into the project taken?

2. Why do they believe there is a potential market in mail order?

3. Which is the best market for the company to enter?

4. What would be the problem with other areas of mail order selling?

5. How much would the company have to invest to go into the mail order market?

6. Where will the company get the money from to invest in the project?

7. When should the board meet to discuss the project?

8. Which words in the report correspond to the following: because of; buying;

breakdown of figures; garments; yearly account; money which cannot be

recovered; future ; information?

285
 MEMORANDUM

SP Wholesalers PLC

To: the Board of Directors Date 15 June 2005

From : D. Logan, Sales Director

Introduction of Mail Order Service

I have how completed the research we began in July of this year into developing a
mail order service. You will find all the statistical and graphic data attached to this
report, but in summary, the research team came to the following conclusions.

Market

Over the past six years there has been a steadily expanding market both here and in
the other single European market economies towards mail order buying. This has
been due to three main reasons-range of selection, convenience, and the credit
facilities this form of selling offers. However, the main area of development, which
has expanded by 8 per cent over the period has been in clothes purchasing, especially
children's clothes in the age range of 4-15 years, see p.9 of Statistical Analysis,
attached.

With regard to other sales items such as electrical appliances, household utensils,
carpeting, lines, and general furnishings, we found that although there has been a 27
per cent increase in sales over this period, the investment in stocks would be too large
to undertake in the initial period, see pp 23-27 of Analysis. We can reconsider these
areas in the future.

286
Finance

If we concentrate on the garment area of the market supplying all age groups,
we estimate an increase in investment of our annual budget of 4.8 per cent, and
this includes administration, warehousing, expanding stock, producing
catalogues, advertising, distribution, agents' commissions, and bad debt. This
will increase our present turnover in this area by 7 per cent over a two year trial
period, see pp 15-18 of analysis.

Our finance department suggests that this increase in capital investment should
come from share issues rather tah loans because increasing rates of interest will
cut into profits.

Conclusions

With our main competitors already considering this market, and its international
potential in the European community we suggest that on the basis of what has
been said, and the data we have collected, it would be feasible to enter the mail
order business by 19-Once you have studied the details. I would suggest a
meeting before the end of this financial year.

D. Logan

287
Delta Computers
Brasfield Estate, Bradficld Road, Wellingborough, Northamptonshire NN8 4HB

To : Date: 31 June 2005

From :

Declining Sales in Germany

1. I was sent out to Germany last month to find out why sales have fallen by
40% over the past two years, and while there I interviewed a number of our
leading customers who were very helpful in explaining how and why
Germany demand for our products has contracted.
2. Between 1990 and 2002 we were one of the leading exporters to Germany from
this country with an annual turnover of £2.6 from that market, with our share
of the market never below 10% of their imports for our product. However in
2003 it was evident that we were losing ground despite increased advertising
and promotion-Although our customers maintained regular orders, the orders
themselves were smaller, in some cases half their previous net values.
3. Our market researchers have already produced two reports explaining the
decrease in demand and my trip and interviews have confirmed their findings.

Our exports have become more expensive to buyers, despite the European
single market economy, and as our customers saw this as a trend, they began
to lock for new suppliers which they found in the Far East.

These countries who were been to earn hard currencies and develop their
information Technology industries. Were prepared to cut their prices, in
some cases by 60% white at the same time maintaining the quality and
standard of the products. They also offered first rate after-sales service, long-
term guarantees cheep transportation and short-term delivery dates

Contd
288
It may be of little consolation, but in the face of this competition most of our
rivals in the West have also experienced a decline in sales to this market.
4. The solution to the problem calls for drastic price cuts and a total
reorganization of our methods of production and service. But if we are
prepared to force our way back into this market, I would suggest the
following;
a) Review production methods and introduce improved technology to cut
costs, and I enlarge production in mass units regardless of whether there
are orders or not, so that we can supply immediately from stock.
b) Improve distribution and order processing so orders can be met quickly
and delivery dates guaranteed.
c) Find new suppliers of raw materials who are prepared to allow generous
trade, cash, and quantity discounts, so that we can pass the reduced prices
on to the customers.
d) Offer extended guarantees on products and improve quality control to
strengthen our reputation in the market
e) Establish a service base and agents in Germany.
f) Increase advertising and promotion so that our brand becomes identified
with the product, and expand our sales force in Germany, again, possibly
through agents.
5. I realize that this will mean increased capital investment, but unless we are
prepared to invest in out future in this market, we will find within five years
that we have no market to invest in.

J.M. Norman

J.M. Norman
Sales Manager (Europe)

289
Sales Manger's report
This internal report suggests far reaching changes in production and marketing. A
report of this sort may be even more detailed and supply figures and forecasts to help
Directors make a decision on whether wish to increase their capital investment to stay
in the market.

Questions

1. How did the sales Manager who wrote the report get his information ?
2. Did customers stop ordering ?
3. Have there been any previous reports on the German market ?
4. Where did the German customers get their new supplies from and why were they
buying from their new suppliers ?
5. What recommendation does the Sales Manager make with regard to prices,
distribution, agents, and advertising ?
6. Which words in the report correspond to the following: discover; become smaller;
obvious; fashion; maintenance (of product): fall: maintaining standards; putting
money into a business ?

290
 ACE ADVERTISING ASSOCIATES
B.R.M, House. Kensington Church Street. London WB 4BN

Preliminary Market Research Report for Date: I April 2005

Katz Electric Ltd

We have completed our market research on testing consumer reaction to your brands
and products, and attached you will a statistical analysis which is the result of that
research. This preliminary report is a summary of our findings, conclusions, and
suggestions which you might like to discuss with us after you have considered the
results.

Our survey was based on discussions moderated by a psychologist who took a

number of groups, some who did not use your products. On the results of the
discussions we constructed a questionnaire which was presented to a random sample
of 500 people reflecting the population distribution of this country. We asked them
about their preferences and awareness of your products compared to others on the
market, and from this Usage and Attitude Study we produced a profile of your brands
compared to other companies brands.

The lists attached show the statistical breakdown in answers to our question, and in
summary they suggest the following.
1. Although your products are stocked in leading stores and your name is well
known, there is a feeling that In spite of their dependability, they are over-priced
and old-fashioned. Younger people, 15-25 age group, associate your brands with
appliances used by their parents, and the 25-35 age group associate the brands with
the 1970.
2. Your name featured very low on the list when people were asked to name a brand
of electric fire vacuum cleaner, iron and refrigerator. You will see from the
attached survey that less than 10% of the sample knew that you had recently put
the popup toaster on the market

291
We believe that poor marketing is the main reason for the old-fashioned image people
have of your products, and there is a lack of brand identification which we are be
overcome with a well-presented advertising company. So we have compiled the
following suggestions which we think will develop a new image for you.

1. Establish a symbol that will be identified with all your products. The most obvious
appears to be a cat. a domestic animal for domestic products, which is also
associated with your name.

2. Your present advertisements give the impression of functional ism. We suggest

glamorizing the ads, maybe with an exotic cat and girl which will always be
recognized when seen.

3. Improving the packaging of the products, perhaps by using bright colours, and
maybe even eccentric designs, with your symbol always standing out.

4. We noticed you have not been selective in placing your advertisements. For
example, it would be better to concentrate on women's magazines rather than
national newspapers, and we would suggest afternoon television commercials
rather than just evenings, as more women are at home and that is the market you
are asking for. You will also get a cheaper rate than during prime time.

There are many other points we could make, but we think they could be better
illustrated at a presentation. So if, after studying the information enclosed, you are
interested in us going ahead with a full presentation, please let us know I am sure that
if we handle your account we could effectively improve your sales.

G. Grover

Marketing Director

292
The above report comes from an outside agency and is written at the request of the
company, Katz Electric, who are manufacturers of domestic appliances. They are
losing ground in the market and have employed an advertising agency, with their
market research resources, to find out why. The Agency has submitted a preliminary
report based on their market research, which they hope will persuade Katz Electric to
attend a presentation in which the Agency will propose a campaign to advertise Katz.

3. CLOSING/EVALUATION

Read the above report carefully, then answer the following questions in details :

Questions

1. How did the market research people get their information about Katz Electric's
products, and what reaction did they find to them ?
2. What does list attached to the letter show ?
3. Why does the advertising agency think that Katz does not have a good image on
the market, and what do they suggest to improve it ?
4. Which symbol do they suggest they use '?
5. How should the products be packaged ?
6. Which media do they suggest they concentrate on ?
7. What does the advertising agency, say it could do it Katz allows them to handle
their account ?
8. Which words in the report correspond to the following investigation; data
breakdown; brief details; controlled; out of date; poor selling techniques; put
together; associated; material and design of product; prominent ?

293
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