HO CHI MINH CITY UNIVERSITY OF BANKING FACULTY OF FOREIGN LANGUAGES EXERCISES ON BUSINESS ENGLISH – BOOK 2 Compiled and adapted by: TS. NGUYEN QUANG NHAT ThS. NGO THI HANH QUYEN HO CHI MINH CITY, 07/2022 This book is designed and compiled as a supplementary workbook for the subject “English for Business English 2” at the Faculty of Foreign Languages, HCMC University of Banking (HUB). It can also be used as a revision for specific terminology and new words of some specialised topics in Business English, including e-marketing, branding, microfinance, corporate social responsibility, and strategic planning.
Upon the course completion, learners are expected to be able to (1) classify key business-related terms, (2) use these terms appropriately in the relevant contexts, (3) demonstrate their abilities to read and understand business texts, and (4) apply the language skills developed throughout the course to do the assessment activities effectively. Thus, the book could be exploited as a complement to the textbook “Business Advantage Upper-Intermediate” by Handford, Lisbos, Koester, and Pitt (2011). How to use the book The book consists of five chapters devoted to special topics of Business English. Each unit introduces theme-based language knowledge practice for specific business-related terms (key term definitions and vocabulary practice), followed by practice for language use in the wider contexts (passage completion and reading comprehension).
These collected tasks are chosen from a wide range of materials to provide a structured set of practice which helps course- takers to consolidate the language work covered in the textbook and successfully apply their knowledge to the assessment activities. Hence, lecturers could exploit each unit as follows: + use the key term definition sections to introduce new words prior to new lessons or use them as pre-reading activities. + improve and broaden learners’ vocabulary and grammatical range in the vocabulary practice section. These exercises cover the main grammatical structures plus key vocabulary and phrases taught in the coursebook; therefore, they could be used as mini-tests, further practice, or consolidated activities.
+ boost learners’ deeper understanding of the topics via passage completion and reading comprehension sections. These tasks could be used for post-reading activities, discussions, homework, or lesson revision Hopefully, through their steady practice, learners will be able to do their assignments effectively, thereby enhancing their lexical knowledge significantly. 2 TABLE OF CONTENTS CHAPTER 1: E-MARKETING 4 1. KEY TERM DEFINITIONS.
VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING. KEY TERM DEFINITIONS. VOCABULARY PRACTICE ON BRANDING. KEY TERM DEFINITIONS.
VOCABULARY PRACTICE ON MICROFINANCE. 50 CHAPTER 4: CORPORATE SOCIAL RESPONSIBILITY (CSR) 59 4. KEY TERM DEFINITIONS. VOCABULARY PRACTICE ON CSR.
68 CHAPTER 5: STRATEGIC PLANNING 76 5. KEY TERM DEFINITIONS. VOCABULARY PRACTICE ON STRATEGIC PLANNING. 84 GLOSSARY 93 REFERENCES 101 3 CHAPTER 1: E-MARKETING SECTION 1.
THEME-BASED LANGUAGE KNOWLEDGE 1. KEY TERM DEFINITIONS Task 1: Match the following terms (A-J) with their corresponding definitions (1-10). customer cost market shoppers satisfaction relationship marketing F. market intelligence optimization penetration marketing perception 1.
the knowledge about the people or organizations who buy or will buy a product or service of a company 2. a group of buyers with special needs, which may be profitable to sell to. customer’s opinion of a business or a product and how they feel about a brand including every direct or indirect experience 4. the process that companies can best design their website by making it fast and easy to navigate so that the website can become easy to find via search engines 5.
one of the 4Cs of marketing which discusses how much the customer has to pay for the product 6. a type of marketing strategy which a company promotes its business web page in order to bring in more visitors 7. the feelings when the customers get what they hope for and their expectations are met 8. a business process in which client relationships, customer loyalty and brand value are built through marketing strategies and activities 9.
a marketing strategy for setting a low price to sell a large volume of products and increase the market share 10. the people sent by companies to shops, who pretend to be real consumers to see how the company’s products are displayed, how sales people behave, etc. 4 Task 1: Identify types of marketing and advertising activities based on the given definitions (1-8) and the initial letters. a type of marketing which encourages people to buy a S __ __ __ __ __ product or service in a way that people are not aware of this MARKETING marketing strategy 2.
the process of advertising and selling products on the E __ __ __ __ __ __ __ __ __ Internet, on a company website, or by email 3. a company which only has online stores E __ __ __ __ __ __ 4. a form of marketing where companies pay to increase the S __ __ __ __ __ visibility of their websites in search engine result pages ADVERTISING 5. a company which has both online and high-street stores B __ __ __ __ __ AND C __ __ __ __ __ OPERATOR 6.
a computer program which helps consumers find S __ __ __ __ __ information about a company on the internet E __ __ __ __ __ 7. an advertising strategy which is used when a customer buys C __ __ __ __ one product, and that customer is recommended to buy P __ __ __ __ __ __ __ __ another product that may go with it 8. the process of gathering information about a market, MARKETING analysing it, and interpreting it R__ __ __ __ __ __ __ 9. a method of advertising which encourages web users to V __ __ __ __ MARKETING pass on a marketing message to others, so that the message spreads like a virus to many users 10.
printed or electronic information used to help encourage MARKETING people to buy a product C __ __ __ __ __ __ __ __ __ 11. a type of supplier exchange when firms receive order from E__ __ __ __ __ __ __ __ __ __ __ suppliers over the Internet, which is known as business-to- business e-commerce 12. a form of direct marketing which uses information of D __ __ __ __ __ __ __ customers to generate personalised communication in order to MARKETING promote a product or service for marketing purpose 5 1. VOCABULARY PRACTICE ON E-MARKETING AND ADVERTISING Task 3: Choose the correct words with suitable verb forms to fill in the blanks.
Many insurance firms have configured their e-commerce platforms to support online searching, online claim processing, and online _______, as well as online sales for some products. The company plans to roll out an online advertising campaign _______ their range of health foods. The extraordinary expansion of social media has brought about radical shift in the way companies _______ with their customers. Producing video advertising offers higher response rates, so it will be more successful in raising and _______ brand awareness.
Television advertising is the best way _______ the image of the brand to our target audience. Some marketing theorists believe that the 4Ps model is able _______ to the changing face of marketing in the digital world. The Board of Directors are aware of the company’s challenge which is to _______ Internet technologies into the company’s marketing processes. By _______ discount alerts on Twitter, Dell has generated more than $1m in sales.
Task 4: Fill in the blanks with the correct word forms. Web _______ allows companies to present visitors with unique experiences tailored to their needs and desires. For cost and efficiency reasons, personal selling is giving the way to telemarketing, call centers, and _______. E-commerce _______ are usually developed by large firms whose size enables them to achieve greater cost savings and efficiency gains.
‘Convenience’ also includes key aspects of website design such as _______, layout, and ease of purchase. Texas Instruments was able to cut its customer waiting time, which improved customer _______ of poor service. We see our brands as _______ of our new range of products – they represent our company in the marketplace. From a customer’s point of view, brand gives us fast recognition but also an _______ of quality and performance.
It’s important to develop a deep understanding of consumer _______ for each intended foreign market. (behave) Task 5: Choose the correct option for each sentence related to e-marketing and advertising. There are many _______ of online marketing including better brand engagement, more cost and time effectiveness, real-time results, etc. Online retailers try to lure customers away from their _______-and-mortar competitors.
As opposed to _______, micro-finance is a distinctly low technology business. The Internet service provider has introduced flat-race prices in an attempt to _______ customer defections. A lot of people are not happy to receive emails about _______ as they just clutter up the inbox. ______ has radically changed marketing because it means you can have a much closer relationship with the customer.
Word of mouth 7. The company’s plan involves choosing their target customers and designing a persuasive _______ to get them to buy their products and services. The marketing concept of _______ answers the question “How are you telling consumers in your target group about your product?” A. The retailer generates _______ by selling their advertising space on their website.
The clicks-and-bricks retailer has a(n) _______ store for consumer shopping and also conducts Web-based retail operations through the Internet. The _______ retailer enables Internet users to participate in retailing activities previously restricted to store – based retailers. Retailing through the Internet requires more sophistication than setting up a website and offering _______ for sale. Such advertisement makes a number of _______ for the products which have little basis in reality.
A _______ has become an essential part of doing business with consumers on the Internet. For several years, many _______ companies didn’t make any money from their online activities. The promotion variable can be further broken down into advertising, sales promotion, personal selling, publicity, direct marketing and _______. _______ programs introduce products or companies to social networking services like Twitter, Facebook, Google+, Youtube, and blogs.
Social media marketing C. Most web advertising companies provide extensive data which give a _______ of all Internet users who have clicked on their adverts. Social networking sites provide marketers with an opportunity to _______ a huge market of specific consumer groups. The two main activities that make up _______ are mailings and telemarketing.
one-to-one marketing C. Both public and private exchanges are referred to as e-marketplaces, trading hubs, or _______. On the Internet, companies advertise themselves using _______ which appear on the web pages and links which link one website to another. Using a(n) _______ will help a company reach new customers and get them onto their website.
It’s relatively cheap to produce an exciting well-constructed _______ campaign to target a niche audience of web users. mouth-to-mouth B. Social networking sites are often used by companies to communicate with their customers, to solve problems or to defuse a brewing _______. Some companies have used social media such as Twitter to put out public relations _______ before they spread.
Staff of a company should be familiar with social media, which enables them to be attuned to the needs and _______ of their customers. Understanding the different motivations and usage _______. for a company’s products is vital to getting its marketing right in the digital age. E-marketing is different from conventional marketing because it uses _______ to create powerful messages to engage consumers, build brands and drive sales.
Companies can use pop-ups or banners which are _______ used on websites to advertise products or services. With over 1 billion websites in existence, it is getting harder for companies to break into the _______ of the 20,000 most visited sites. On the Internet, advertisers can track consumers by following their trail of activities and _______.