ENGLISH FOR

BUSINESS



UNITS: 8-14
CASE STUDIES:
Marketing Strategy
Finance Statements
Decision Making

Unit 8: Quality Management
Kaizen:
It means: Continuous improvement, involves everyone
in the CO. It improves efficiency. Department: Human
Resources

Vocabulary 1:
Involve = include
Come up with = think of
Implement = put into practice
Result in = lead to
Provide = make available

Vocabulary 2:
Workforce = employees
Morale = confidence
On the whole = in
general

Present Perfect Simple VS.
Continuous

PRESENT PERFECT
SIMPLE

PRESENT PERFECT
CONTINUOUS

Action whose result has an
impact in the present. The result
is the most important event.
Interested in the amount (How
much, how many).

E.g.

How many calls about complaints
have you had so far?

Have you ever been to Rome?
Action in process which affects a
current event in the present.
Interested in the process and the time
spent (How long).

E.g.

A: How long have you been having
problems with your PC?

B: Ive been having problems with it
for the last 3 days.

Linking words
Adding information:
In addition, Moreover, Furthermore

Focus:
not only ... but also

Logical consequence:
Therefore, so, consequently

Reason:
Because, for this reason
Unit 9: Marketing Strategy
Marketing Mix: Its main objective is to meet the needs of the
target market.
4Ps Product, Price, Place, Promotion

Product Price Place Promotion
USP
(Unique Selling
Point) Exclusive
design that no
other competitor
has.

Premium
pricing strategy
High prices (e.g..
Rolex). Used to
show quality.
Penetration
pricing
Low price to
increase sales
Skimming
pricing
High price to low
price
Competition
pricing
In comparison to
competitors

Indirect
Distribution:
Involves
middleman

Direct
Distribution:
Gives complete
control over the
product.
Involves
Advertising
Personal selling
In-store
promotions
Public relations
Unit 9: Marketing Strategy
Vocabulary:

Niche: specialist/ for a small number of
customers
Commodity product: Product similar to
competitors
Lifestyle product: Opposite of commodity
product/ feel good factor.
Price sensitive: drop in demand due to price
changes
Profit margin: What a CO earns for each
product (related to the price), minus the cost of
production.
Second Conditional VS Third
Conditional
Second Conditional Third Conditional
If + past tense ...
Would/could/ might +
infinitive
If + past perfect ...
Would/could/ might +
present participle

E.g.
If I were you, I wouldnt go out
wearing light clothes because its
raining outside.

If I didnt like Marketing, I would
study Economy instead.

E.g.
If you had invested in that
company, you would have gotten
a lot of money back.

She would have arrived early to
class if she hadnt missed the bus.
Unit 10: CRM
CRM: Customer Relationship Management
Concerns the relationship between the CO and its
customers. Main purpose: Increase profit.

Compound words
Cost-effective
Profit-sharing
Record-breaking
Loss-making
Problem-sharing
Product-pricing


Vocabulary
Sole trader
Wastage
Scope
Exceed expectations
To resource




B2B Business to Business
B2C Business to Customer
B2G Business to Government
C2C Customer to Customer
Unit 10: CRM
Abbrevi at i ons: Types of
i nt eract i ons
Unit 10: CRM
PAST SIMPLE PAST CONTINUOUS PAST PERFECT
Structure:
verb in past tense

Finished actions or
events that happened at
a particular time in the
past.

E.g.

He put on his coat,
switched off the light
and left the building in
the morning.
Structure:
was/were + verb in
(ing) form
Actions in progress
during a particular time
in the past. Also when
an action in progress in
the past is interrupted
by another action in the
past.

E.g.

I was watching TV
when the phone rang.
Structure:
had + verb in participle

Used for actions that
happen before another
past event.

E.g.

I wanted some pasta,
but my brother had
eaten it all.
The machine wasnt
working because
someone had crashed
it.
Unit 11: Accounting
Vocabulary

Turnover: the value of sales made
Cost of sales: the direct cost of manufacturing or
buying items to sell them later
Gross profit: turnover minus the cost of sales.
Expenses: the overhead costs of running a business
(electricity, heating, etc)
Net profit: Gross profit minus expenses and taxes
Creditors: Companies to which money is owing
Debtors: Companies that owe money.
Reserves: Money kept until it is needed in the future.
Overdraft: Money owed to the bank.
Unit 11: Accounting
Methods of payment

Cash
Credit card
Debit card
Bank transfer
Direct Debit
Vocabulary

To invoice
To bill people including
costs and payments
Fortnightly
After 2 weeks.
Hassle/Hassling
Bother/Bothering
Modals
Obligation
Must / mustnt
Have to

Advice
Should/ shouldnt
ought to/ ought not to

Not necessary
Dont have to
dont need to
neednt


Verbs for changes and trends
GO UP GO DOWN
Increase (by) (of)
Rise (from to) (by)
Jump (from to) (by)
Soar (from to) (by)
Decrease (by) (of)
Fall (from to) (by)
Plummet (from to)
(by)
Plunge (from to) (by)
Also:
Level off (by), peak (at), fluctuate (fromto), recover
(by)
Collocations
Make:
+ noun = do something
Make an arrangement/an appointment/a
decision/ a plan / a mess/ a mistake
make = produce
Make a cup of coffee/ a sandwich/ lunch/ a
noise; Made of plastic/ leather/ in China
other phrases
Make sure, make up your mind



Collocations
Have:
have a bath
have a drink
have a good time
have a haircut
have a holiday
have a problem
have a relationship
have a rest
have lunch
have a chat


Take:
take a break
take a chance
take a look
take a rest
take a seat
take a taxi
take an exam
take notes
take someone's place
take someone's
temperature

Give:
Give a call
Give a reason