Unit 4. Marketing

Ex.1. Read the text.

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers.

From a societal point of view, marketing is the link between a society's material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. It is the process of communicating the value of a product or service through positioning to customers. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and managing customer relationships in ways that also benefit the organization and its shareholders. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value. Market segmentation is the process of classifying a market into distinct subsets (segments) that behave in similar ways or have similar needs.

Marketing people should be involved in all aspects of marketing mix. These aspects are called four Ps - product, price, place, promotion. Product - they should decide what product or service to sell in the first place; price - they should set prices that are attractive to particular groups of customers and that are profitable for the company; place - they should find suitable distribution channels to reach these customer groups; promotion - they should do everything to support the product, from advertising to after-sales service.

Marketing has become a key factor in the success of companies. Its role in determining company policy, influencing product development, pricing, methods of distribution, advertising and promotion techniques is increasing.

Ex.2. Find in the text sentences with the following words and word-combinations and translate them into Russian.

To attract, to communicate the value, service, critical, link, requirement, to satisfy the needs, to exchange, to position, target market, market segmentation, buying behavior, to consume, consumer, long term, marketing mix, to set prices, attractive, distribution, promotion, after-sales service, advertising, pricing.

Ex.3. Fill in the gaps with the words from the box.

Distribution consume requirements attractive pricing link targets exchange

1. The new car model meets the ____________ of its target market.

2. The new lights _________ less electricity.

3. The camera has many _________ features at a very _________ price.

4. She was responsible for product _____________.

5. At the conference there was a useful _________ of information.

6. Doctors have found a______ between smoking and cancer.

7. The government must control the _________ policy of monopolies.

8. Tourists are often easy __________ for thieves.

Ex.4. Answer the questions.

1. What is marketing? Give several definitions from the text. Give your own definition of marketing. 2. Who benefits from marketing? 3. What is a target market (target group)? 4. What is market segmentation? 5. What are the components of marketing mix? 6. What principle should be observed in setting prices? 7. What ways of product promotion do you know? 8. Do you agree that marketing is the main factor in business success?

Ex.5. Discuss the following issues with your partner.

What products have you bought recently? Do you remember about marketing mix? Which of the four Ps (product, price, place, promotion) influenced your decision to buy the product? Did you buy the product because you really needed it and it met all your requirements? Did you buy it because the price was low? Did you buy it because the shop was on your way home? Did you buy it because you remembered the slogan you had heard hundreds of times?

Why do you usually buy? What influences your choice?

Share with the group what you have learnt about your partner's buying behavior.

Ex.6. Before watching Video 7 study the following word-combinations:

demographic - группа населения

background - основные сведения о человеке

adult - взрослый человек

to market smth to smb - предлагать, рекламировать

to afford - позволить себе

gender - половая идентичность

widowed - вдова, вдовец

divorced - разведен

income level - уровень дохода

luxury item - предмет роскоши

appealing - привлекательный

Ex.7. Watch Video 7 («How To Determine Your Target Audience»). Write down what aspects should be taken into account when you try to determine your target audience. Together with your group make up a list of key things one should remember while determining the target demographic.

Imagine that you are a marketing expert. Give a talk about how to determine one's target audience.

Ex.8. Define the target market for the following products (define the age, sex, job, income level of the consumers).

· Barbie doll

· tablet computer

· Rolls-Royce

· snowboard

· Chanel № 5

· microwave oven

· iPhone

· Lada Niva

Was it always easy for you to define the target group? Think of other products that are targeted at specific groups of consumers.

Advertising

Ex.9. What comes to your mind when you think about advertising? What ways do companies use to advertise their products? What do you think is the most effective way of advertising?

Ex.10. Read the text.

Advertising or advertizing is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action.

In Latin, ad vertere means «to turn the mind toward.» The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through «branding,» which involves associating a product name or image with certain qualities in the minds of consumers.

Modern advertising was created with the innovative techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, which is often considered the founder of modern, Madison Avenue advertising.

As the world of advertising becomes more and more competitive, advertising becomes more and more sophisticated. Yet the basic principles behind advertising copy remain - that it must attract attention and persuade someone to take action. And this idea remains true simply because human nature doesn't really change. To persuade people to do something, you still need to grab their attention, interest them in how your product or service can help them, and then persuade them to take the action you want them to take, such as buying your product or visiting your website.

The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:

· Attention (or Attract)

· Interest

· Desire

· Action.

These are the four steps you need to take your audience through if you want them to buy your product or visit your website.

Ex.11. Find in the text equivalents to the following words and word-combinations.

Уговаривать (убеждать), манипулировать, конкурентоспособный (успешный), спонсор, разработка и продвижение торговой марки, средства массовой информации, телевизионная реклама, наружная реклама, потребление, увеличивать, конкурентный, изощренный, привлекать внимание, предпринять действия.

Ex.12. Translate the sentences into English.

1. Рекламные ролики часто убеждают людей покупать товары, которые им, на самом деле, не нужны. 2. Средства массовой информации вынуждены публиковать рекламу, чтобы оставаться конкурентоспособными. 3. Цель рекламы - увеличить потребление товаров и услуг. 4. Каждый из нас хотя бы раз получал рекламное СМС сообщение. 5. Наружная реклама - быстро развивающийся сегмент рынка. 6. Чтобы привлечь внимание публики и заставить потребителя купить товар, реклама должна быть очень необычной.

Ex.13. Read the slogans of some well-known companies. Match the slogans with the names of the companies given in the box. (A slogan is a short, memorable catch phrase, tagline or motto used to identify products, companies or corporations in advertisements.)

Kodak Panasonic Nestle Nike Apple McDonald's Nokia L'Oreal Global Jet Airlines IBM

«Connecting people»

«A Virtual World of Live Pictures»

«We Make IT Happen»

«Ideas for Life»

«Byte into an Apple»

«Light is Faster, but We are Safer»

«Because I'm Worth It»

«I'm Lovin' It»

«Good Food. Good Life»

«Just Do It»

Ex.14. Discuss the following issues with the group.

What are the most effective methods of advertising? Does it make advertising more effective if children or celebrities appear in advertisements? Why? What famous people have taken part in advertising? What product did they endorse (рекламировать с помощью «звезд»)? Were the ads effective? Do you approve or disapprove of these celebrities?

Ex.15. Role-play. Work in groups of four. Each group is a team in the Marketing (or Advertising) Department of a company. You are going to promote a new product. Think, what kind of product it is going to be, what its target market is, what methods of advertising you are going to use, what celebrities are going to endorse it, what slogan you are going to invent, how you are going to market your product. If possible, make a television commercial or a presentation of the product for the next lesson.

Branding

Ex.16. Discuss the following issues:

What is «brand»? What famous brands do you know? What sportswear brands are the most popular with your friends? Do you buy products because of their well-known brands? Why? Are they different from other products? Are they of higher quality?

Ex.17. Fill in the blanks to complete the article about branding. Use the given phrases. Choose one phrase for each sentence.

1. … moved the production of many household items

2. … to differentiate them from those of other sellers

3. … relevant to the target audience

4. … to differentiate one person's cattle from another's

5. … slogans, mascots, and jingles

6. … valuable asset

7. … «branding»

8. … command higher prices

9. … the more expensive branded product

10. … resemble each other

The American Marketing Association (AMA) defines a brand as a «name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and _____». A strong brand is invaluable as the battle for customers intensifies day by day.

Branding was adopted _______ by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising.

Although connected with the history of trademarks brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods.

Industrialization ________, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of «brand» to that of trademark. Companies adopted ________ . Manufacturers quickly learned to build their brand's identity and personality, such as youthfulness, fun or luxury. This began the practice we now know as ______today, where the consumers buy «the brand» instead of the product.

A brand is often the most ______ of a Corporation. The word «brand» is often used referring to the company that is strongly identified with a brand. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company.

Proper branding can result in higher sales of not only one product, but of other products associated with that brand. Careful brand management seeks to make the product or services _______.

A brand which is widely known in the marketplace acquires brand recognition. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also ________. Where two products____________, but one of the products has no associated branding (such as a generic, store-branded product), people may often select _________ on the basis of the quality of the brand or the reputation of the brand owner.

Ex.18. Find in the article words with the following meaning:

1. A symbol that is used to identify a company and that appears on its products.

2. A person, animal or object used as a symbol to represent group (such as a sports team) and to bring good luck.

3. Something that is owned by a person or company.

4. A short song that is easy to remember and that is used to help sell a product on television or radio.

5. Not sold or made under a particular brand name.

6. A category of products that are all made by a particular company and all have a particular name.

7. A mark that is burned into the skin of an animal (such as a cow) to show who owns the animal.

8. Very useful or helpful, worth a lot of money.

9. A badge or sign which shows that a person is a member of a particular group or has a particular rank.

10. To send something to a customer.

Ex.19. Give the main ideas of the article.

Ex.20. Go to http://en.wikipedia.org and find out what elements brands are made up of. Tell the group about what you have found out.

Ex.21. Choose a well-known brand and analyze its elements.

Ex.22. Role-play. Your partner is a brand designer. You ask him to help you create a new brand of shampoo. He gives you valuable advice.

Unit 5. Human resources

Ex.1. Discuss the questions.

What do you know about the work of a personnel manager?

Who can work as a personnel manager? Speak about education, work experience, personal qualities.

Ex.2. Before you read the text, match the words to their meanings.

1. employment 2. assessment 3. compensation 4. to enable 5. issue 6. to oversee 7. to contribute 8. benefit 9. wellness 10. to reward 11. compliance 12. workforce	a) the workers engaged in a specific activity or enterprise b) to make somebody or something able to do or to be something c) the act of making a judgement about something d) something that is given or done to make up for damage or trouble e) to give (something, such as money, goods or time)to help a person, group or organization f) the act or process of doing what you have been asked or ordered to do g) a good or helpful result or effect h) the quality or state of being healthy i) work that a person is paid to do J) to give money or another kind of payment to somebody for something good that has been done k) something that people are talking about, thinking about, etc.: an important subject or topic l) to watch and direct (an activity or a group of workers) in order to be sure that a job is done correctly

Ex.3. Read the text.

Personnel management or human resource management (HRM, or simply HR) is the management of an organization's workforce, or human resources. It is responsible for the attraction, selection, training, assessment, and rewarding of employees, while also overseeing organizational leadership and culture, and ensuring compliance with employment and labor laws.

HRM is the organizational function that deals with issues related to people such as compensation, hiring, performance management, organization development, safety, wellness, benefits, employee motivation, communication, administration, and training.

Effective HRM enables employees to contribute effectively and productively to the overall company direction and the accomplishment of the organization's goals and objectives.

Ex.4. Answer the questions.

1. What do we call people working for an organization? Give 3 synonyms.

2. What is HRM responsible for?

3. What can HR managers do to attract new employees?

4. How do they select new employees?

5. What do HR managers assess?

6. How can employees be rewarded?

7. What kind of reward would be the most suitable for you?

8. How can effective HR management contribute to the accomplishment of the organization's goal?

Ex.5. Watch Video 8. What things had you learnt from the text before you started watching the video?

Write down what new things about HRM you have learnt from it. Compare your list with your partner's.

Ex.6. Watch the video again and complete the extracts.

1. Human resources management is the _____ within an organization that ___ on the _______of the management of and providing direction for the ___ that work in the organization.

2. Human resources managers generally have a _____, some experience as a _________, excellent ______ and extreme ______of ________.

3. You can, as an __________, feel _____ taking your ___ and concerns to a human resources manager. Human resources management is about ________and relating to employees as _________, understanding their ______ ______ and career _____. It's also about creating a positive work ____, somewhere that's ________ and _____.

4.Human resources managers will ________ areas that _____ from lack of ________ in certain areas, and provide remedies and _________. They might offer workshops and _______ that employees can _______ to _______that situation.

5.Finally, it's about empowering the __________, meeting _______ _____ and managing _____effectively. Human resources management - or HRM as you will sometimes see it - is not just a _______ _______, but an ________ and _______ academic theory.

Ex.7. Work in groups of two. One of you is going to apply for the position of an HR manager and wants to know what he is going to be in charge of. Give him a detailed HR manager job description (должностные обязанности).

Ex.8. Search the Internet to find job descriptions for other managers and economists. What are the qualifications for the job you have chosen? Do you meet the necessary requirements for the job? Share with the group what you have found. You can go to http://www.job-interview.net.

Ex.9. What is a job interview? Have you ever been interviewed? What job were you applying for? Were there many applicants for the position? What questions were you asked? Did you get the job?

Hiring employees is one of the main functions of an HR manager. HR managers begin the process of finding employees by looking through cover letters and resumes. During the interview, HR managers ask questions to try to understand an applicant's personality, and how the applicant would react in certain situations. There are different types of interviews: phone interviews, face-to-face, group, panel, stress, informational, behavioral.

Phone interviews are merely screening interviews meant to eliminate poorly qualified candidates so that only a few are left for personal interviews.

A face-to-face interview will help employer to determine if you are a reliable source and if you will fit in with the company.

A group interview is usually designed to uncover the leadership potential of prospective managers and employees who will be dealing with the public that's why it includes several candidates that are questioned at once. It is generally used to see how the jobseeker interacts with others.

A panel or board interview consists of two or three interviewers. They are usually members of the organization, who have an interest in who would be hired.

A stress interview is the worst part for someone who is looking for a job. Its main purpose is to stress the interviewee and see how he/she reacts.

An informational interview is usually set up when the jobseeker wants to find out more about a particular career path, position or company. The interviewer is not the one who directs the questions, but he gives chance to speak and make questions to the interviewees. The jobseeker may ask for particular things he/she wouldn't ask in a normal job interview (salary, benefits, vacations, etc.).

A behavioral interview asks a jobseeker about facts or incidents from their past that could be relevant to the job they want to achieve. People who use this type of interview assume that the best way to see the future behavior of a person is analyzing his behavior in the past.

For more information about interviews go to http://www.jobinterviewquestions.org

Ex.10. Discuss the following issues.

1. Why are job interviews so important for hiring employees? Does every job require an interview? Prove it.

2.Why can a phone interview be called merely screening? Can an interviewer understand everything about an applicant by phone? Why?

3. Why is a face-to-face interview so important for employers?

4. What can an employer understand about the candidates from a group interview?

5. Why do you think several members of the organization may want to take part in a panel interview? How should the candidate interact with them?

6. Is it advisable for a jobseeker to ask about his future salary?

7. Do you think you would be able to cope with the difficulties of a stress interview?

8. What are the most important things you would like to find out at the informational interview?

9. If an interviewer asks you if you have ever used your leadership skills, will it be easy for you to remember a relevant fact from your past job or studies? Can you analyze your own behavior?

10. Do you know how a jobseeker should be dressed?

Ex.11. Go through the questions with your partner. Use your fantasy to answer them.

There is a large number of common interview questions that interviewers ask in order to evaluate different aspects of your personality and work methodology such as: personal motivation, goals, flexibility, stress management, manageability, and so on.

Personal motivation and traits

· Tell me about yourself

· Why did you leave your last job?

· Do you have experience in this field?

· How successful have you been the past five years?

· How do you feel about this organization?

· What do your co-workers say about you?

· How do you feel about working in a team?

· Do you consider that you are a great asset to this company?

· Why do you want this job?

· How do you handle stress and pressure?

· Describe a difficult work situation / project and how you overcame it.

· Why should we hire you?

· Do you think that the money is the best motivation?

· What do you think are the disadvantages of this post?

· Could you tell me what discourages you about this job?

· Could you tell me one of your personal projects?

· What is the best motivation in your life?

· What do you think are the best conditions to work properly?

· What is your greatest strength / weakness?

· Why do you choose this company instead others?

Goals

· What are your main goals in the life?

· Tell me about a friend/relative that you consider successful

· Does «success» have any meaning to you?

· Does «failure» have any meaning to you?

· Do you consider yourself successful?

· Do you set goals in the job/life?

· What do you do to reach a goal?

· Tell me about a job experience in which you had to use communication skills

Flexibility

· How did you handle the changes?

· Do you like the risks?

· How important is the adaptability on your job?

· How do you handle the problems in the workplace?

· Have you ever worked with unpleasant co-workers?

Stress

· How do you meet the deadlines in the workplace?

· Have you ever worked in a stressful environment?

· What does «stress» mean for you?

· Have you ever taken difficult decisions?

· Could you tell me the most difficult situation you have faced on your last job?

Manageability

· Have you ever had a trouble with your boss?

· How do you handle the problems with your boss?

· How do you handle criticism?

· Could you tell me when was the last time that one of your ideas has been criticized?

· What are those things that your boss did and you disliked?

· Have you ever been unfairly criticized by your boss? How did you handle it?

Ex.12. Search the Internet for information about interview etiquette. You can go to http://www.job-interview.net. Share with the group what you have found.

Ex.13.Watch Video 9. Say if the statements are true or false. Correct the wrong statements.

1. Most interviews are designed to assess three key areas: educational background, interest for the job being offered, fit for the job including applicable skills and personality.

2. Women shouldn't wear skirts for the interview.

3. Women shouldn't wear jewelry, pink costumes and make up.

4. Jobseekers should give a firm but not a bone-crushing handshake.

5. Applicants should make eye-contact with the interviewer.

6. Don't smile, or you will look silly.

7. When asked: «Tell me about yourself», applicants should give a detailed life story.

8. When asked: «Tell me about yourself», applicants should give a concise summary of his/her career, abilities and goals.

9. When speaking about your weaknesses avoid being too personal and say what can be improved.

10. An applicant should answer all interviewer's questions, even if the question is illegal.

11. An applicant can answer telephone calls if they are very important.

12. An applicant should switch off the phone after checking who was calling.

Ex.14. Role-play. «Interview a jobseeker!»

Decide upon a company and a job the jobseekers are going to apply for.

Divide the class into 4 groups, each of them performing one of the following tasks:

1. «Employers»: make a job description for the position.

2. «Employers»: make a list of personal qualities and qualifications required for the position.

3. «Interviewers»: make a list of questions the interviewer is going to ask.

4. «Applicants»: think of ideas that can make you a perfect fit for the position and for the company ( in this group each student makes his/her own list of personal qualities, qualifications and experience).

Act out a panel interview. Do it in groups. Each group consists of two «employers», one «interviewer» and one «applicant». After the interview discuss, whether he/she is a good fit for the position.

Ex. 15. If you want to get an appointment for an interview, and an opportunity for getting a new job, it's important to know how to write a perfect Resume (CV) and a cover letter that could show how professional and how interested in the job you are.

Listen to John Woodrow, a Human Resources professional giving some advice on writing better CVs.

http://learnenglish.britishcouncil.org/en/professionals-podcasts/advice-writing-cvs

Before you listen match the words and phrases in the table to their definitions.

1.recruitment 2. CV 3. post 4. database 5. candidate 6. flexible 7. relevant 8. reference	a. A person who is competing to get a job b. A document that describes your qualifications and working history to support a job application c. Able to change or be changed easily according to the situation d. The process of finding people to work for a company or become a new member of an organization e. A computer system that stores lots or information f. Connected with what is happening or being discussed g. A person who knows you can say why you are suitable for a job h. A job in a company or organization

Ex.16. Listen to John Woodrow. Decide if the following statements are true or false.

1. Part of John Woodrow's job is deciding which new people his company will employ.

2. Woodrow reads hundreds of CVs every month.

3. His company does not accept CVs.

4. Woodrow's company keeps lists of potential employees on a computer.

5. Woodrow will ignore a CV which is too long.

6. He thinks the first CV he looks at is too short.

7. One problem with the first CV is that it includes irrelevant information.

8. Woodrow suggests that placements are not important when describing your experience.

9. The second CV has too much space on it.

10. The second CV includes information about the languages the person can speak.

11. Woodrow is only interested in people who can speak Spanish.

Ex.17. Listen to the audio again and complete the text by writing the missing words into the gaps below.

1. John, ____________ about your work.

2. It's good to know what ____________ people are out there.

3. What advice ____________ give us on writing a CV?

4. Anything longer ____________ pages will automatically go into the bin.

5. Make sure it's clearly written and ____________ no spelling mistakes in it.

6. We don't need ____________ what people look like.

7. We're ____________ a couple of CVs now.

Ex.18. Here is a sample resume. Read and analyze it.

Jodi Shannon

317 Jefferson St.

Amherst, MA 01004

(512) 555-0917

jshannon@earthlink.net

Objective

Seeking position as Department Store Manager.

Qualifications summary

- Four years of experience in retail merchandising, specializing in men's wear.

- Experience creating financial plans and meeting budgets.

- Created promotional concepts.

- Purchased and maintained inventory for a $12M company

- Experience creating radio and print advertisements.

Employment History

Jones Department Store 2005 - Present

Buyer, New England Region

Supervised a sales staff of 22 associates.

Responsible for purchasing men's wear sold in the men's department of all company stores

in New England, with years sales exceeding $2M.

Drafted budgets, solved problems for individual stores, and developed new merchandising concepts.

Analyzed sales, planned key promotional events, and wrote quarterly reports.

J.C. Goodwin Department Store 2001 - 2005

Manager, Men's Department

Responsible for all aspects of Men's Department management.

Recruited and trained new employees.

Responsible for loss, prevention, inventory control, and merchandising.

Education

B.A., Marketing 2001

Boston University, Boston, MA

References

Available upon request.

Ex.19. Search the Internet for more samples in various fields of business (you can go to http://www.freeresumesamples.org.) Write your own resume (it can be fictitious) applying for a position in a company. Try to use free resume builders at the site.

Ex.20. Learn how to write a cover letter.

A cover letter is a marketing tool in every job search; therefore it's necessary to attach this document to every resume that you send. The main objective of the cover letter is to attract employer's attention towards your resume and in order to do so, you need a document free of mistakes; it also should be interesting to read.

The information that is contained in your resume should be summarized and it should have around four paragraphs. The cover letter gives you another chance to market yourself and show what you have to offer to the company, it answers the questions «How can this person help the organization?»

Generally a cover letter has the following format:

Hard copy: sender's address and contact info at top. Place your address and the date, they can be left-justified, or centered.)

Your Street Address

City, State Zip Code

Telephone Number

E-mail Address

Month, Day, Year

Mr./Ms./Dr. First Name Last Name

Title

Name of Organization

Street or P. O. Box Address

City, State Zip Code

Dear Mr./Ms./Dr. LastName:

Introduction paragraph: Describe why you are writing; how you learned of the company and/or the position, add basic information about yourself.

Second paragraph: Describe why you are interested in the employer's type of work. Demonstrate that you did your homework and investigated about organization and the employer or position. List those relevant qualifications that make you a good fit for the employer's needs. If you can you should explain more deeply those skills you described in your resume. If you have other enclosures besides of your resume, mention them here.

Third paragraph: Emphasize the fact that you would like to have an interview with the employer to know more about the position. Let the employer know that you will call in two weeks to know if they need something else from you. Thank the employer for his/her time and consideration.

Sincerely,

(Your handwritten signature)

Your name and last name typed.

(In case of e-mail, your full contact info appears here)

Enclosure(s) (refers to resume, etc.)

Ex.21. Search the Internet for sample cover letters and write your own cover letter to match the resume you have already written.

Following the interview process, an HR manager will call a candidate's references. HR managers also tend to call the candidate's former employers - whether the candidate has the former employer listed as a reference is typically irrelevant.

Unit 6. Business Communication

Ex.1. Read the text.

Business communication is an important part of every organization. No business can function in the absence of a strong and able communication. Good communication skills (or soft skills) can boost one's career and lead him/her up the ladder of success. Effective business communication can be defined as a well-organized process of sharing business ideas, proposals, information, facts within an organization or outside it to achieve a predetermined goal. It is the flow of messages within an organization among its employees and with its customers, clients, etc., ensuring its smooth running.

Here are some tips that would help you to communicate better in your professional setup:

· Understand your target audience, as the information, mode and tone, language of communicating varies with the people it has to be done with.

· In today's world, time is the most precious thing, so we should respect others' time. Be concise and precise while communicating as no one has the patience to read 100 lines of information which could have been dealt in just 30.

· It is important to understand that communication is a bidirectional process that not only requires one to talk but listen to the ideas, thoughts, queries of others.

· Be confident while addressing the listeners, as for them to have faith in your ideas, you should have it too.

· It is important to be responsive to problems and complaints that your clients, customers and financiers face, and cater to their needs and issues effectively and on time.

· Be polite while facing questions and interruptions, make an eye contact with your listeners and make them feel comfortable while communicating with them.

· Keep any form of communication simple and professional.

(Read more at http://www.buzzle.com/articles/effective-business-communication.html)

Ex.2. Find in the text the following words and word-combinations, explain their meaning or give synonyms. You can use http://www.learnersdictionary.com. Illustrate the use of the words with your own examples.

Soft skills, to boost, to lead up the career ladder, to ensure, flow, professional setup, to vary, precious, concise, precise, bidirectional, query, confident, faith, responsive, complaint, to cater.

Ex.3. Translate the sentences into English, use the vocabulary of Ex.2.

1. Опыт работы в отделе кадров поможет твоему карьерному росту.

2. Общение - это процесс, протекающий в двух направлениях. Человек, обладающий хорошими коммуникативными навыками, умеет не только ясно выражать свои мысли, но и внимательно прислушиваться к вопросам и мыслям других людей.

3. Гораздо легче понять человека, с которым вы общаетесь, если он говорит кратко и конкретно. К тому же это помогает сберечь то, что ценится больше всего в профессиональной среде - время.

4. Если начинающий менеджер чутко относится к проблемам и жалобам клиентов, его работодатели сразу это заметят, что обеспечит ему быстрый профессиональный рост.

5. Если у вас самих нет веры в те идеи, которые вы высказываете, вы не можете быть уверены в себе в процессе коммуникации, и ваши слушатели обязательно это почувствуют.

Ex.4. Discuss the following issues.

1. Give the definition of effective business communication. Does it take place within an organization or outside it?

2. What tips given in the text are especially important for business communication? Why?

3. Are these ideas only relevant for business?

4. Interpret every tip, supplying them with your own ideas.

5. Do you think it is important to be taught business communication?

Ex.5. Watch Video 10. Write down 10 communication tips presented in the video.

Ex.6. Watch the video one more time. Explain to your partner all the ten tips mentioned in the video.

Ex.7. Do you follow these tips communicating with your peers (ровесники)? Why? Together with your partner give tips that would help adults to better communicate with teenagers. Share your ideas with the group. Together make a list of things adults should observe communicating with teenagers.

Ex.8. Writing is a significant aspect of business communication. Study the way business letters are written.

Writing for business purposes requires the adherence to a more rigid structure than is present in personal correspondence. Business writing, whether in the form of a letter, report, proposal, or other document, is bound by certain accepted standards. The presentation of a business document is of utmost importance. Straying from the uniform standards often conveys a lack of professionalism and competence.

Main constituents of a business letter:

· Address of the Writer or return address: you should write your name, address, and designation, contact number, e-mail address. This is written at the left hand side upper corner of the letter.

· Date.

· Name and address of the Addressee.

· Salutation (Dear Mr.Smith, Dear Professor Davis, Dear Sir/Madam (if you do not know the name). As for punctuation, in American English, a colon (:) is used after the name, in British English, a comma (,) is used instead.

· Main body of the letter. This is the main part of the letter, that comprises three small paragraphs. Through the first 2-3 lines, you should be able to introduce the topic of the letter. In the second paragraph, you are expected to describe the purpose of writing the letter. In the third paragraph, you should be able to conclude in one or two lines.

· Conclusion. It is the last part of the letter, where you are supposed to sign off. It contains some greeting or a compliment.

· Valediction (Best regards, kind regards, regards, sincerely yours). The valediction should be followed by a colon or a comma.

· Signature.

· Name of the writer.

· Enclosures or attachments (if there are any).

There are some abbreviations used in business writing:

Re: regarding

pp: (on behalf of) when you sign the letter for another person

Enc(s). documents are enclosed with the letter

cc: copies (the names of the people who receive a copy are included in the letter)

Ex.9. Find in the text equivalents to the following words and word-combinations.

Соблюдение; жесткий, строгий; цель; быть связанным, ограниченным чем-то; общепринятые стандарты; составные части, элементы; отклониться от чего-либо, нехватка, отсутствие; сообщать, передавать; указание профессии или титула; адресат; охватывать, включать в себя; приветствие; двоеточие; запятая; заканчивать письмо или сеанс связи; заключение; подпись; прощание; приложение, вложение.

Ex.10. Answer the questions.

1. Why is it so important to adhere to a rigid structure in business writing?

2. What is business writing bound by?

3. What are the main constituents of a business letter?

4. What does straying from accepted standards convey?

5. Whose name, address and designation come first: the writer's or the addressee's?

6. What punctuation marks are used after the salutation?

7. How many paragraphs does the main body of the letter usually comprise?

8. How are you supposed to sigh off in a business letter?

9. What words are usually used as valediction in a business letter?

10. Do you sign before or after the writer's name?

11. What enclosures are usually attached to a resume?

Ex.11. Read the sample letter. Analyze the constituents of the letter. Does the writer adhere to the rigid structure of a business letter?

Lori Flanagan

CEO

Zeta Chicken Food Corporation

1800 Stone Ridge Street

Los Angeles, CA 90001

February 27, 2012

Lessie Benningfield

1728 Wyatt Street

Boca Raton, FL 33434

Dear Ms. Benningfield,

As the representative of the company, I thank you for your wonderful suggestions in regard to the packaging appearance of our food products. I have planned a meeting with our top advertisers and sales heads to implement the new design covers and packaging.

We are also considering the increase in single food servings but with the same price. It will surely help to grow the business and give more satisfaction ratings from the customers.

Rest assured that you will be able to see the new packaging after one year. Our fast foods all over the country will surely have more distinctive features from the other fast food competitors. We are delighted to see our customers happy about our new dishes and products.

Again, thank you very much for your wonderful suggestions. If you have other suggestions and concerns, feel free to contact me at 732-761-4660 or at loriflanagan@zetachicken.com.

Truly yours,

Lori Flanagan

CEO

Zeta Chicken Food Corporation

Ex.12.Imagine that you are the Front office manager of a five-star hotel in London. One of your customers was dissatisfied with the room service. Write a letter of apology. Go to http://businessletterformat.org/ and have a look at sample letters of apology. Use them as a guide.

Ex.13. Read the information about writing business emails.

Business emails are a very prevalent form of business writing these days. It is quick and can serve as a documented evidence of the day-to-day transactions and daily interactions between the employees within an organization.

Important points to remember

· Email is much less formal than a written letter. Emails are usually short and concise.

· If you are writing to someone you don't know, a simple «Hello» is adequate. Using a salutation such as «Dear Mr. Smith,» is too formal, but is also used.

· When writing to someone you know well, feel free to write as if you are speaking to the person.

· Use abbreviated verb forms (He's, We're, He'd, etc.)

· Include a telephone number to the signature of the email. This will give the recipient the chance to telephone if necessary.

· It is not necessary to include your email address as the recipient can just reply to the email.

· The ending is «Best wishes» rather than «Yours sincerely».

Ex.14.Analyze the sample email and say, what differs emails from usual business letters.

To alexboxell@pricerise.aus

Cc coin.mcdonald@hasbro.com

Subject Co-operation agreement

Dear Alex,

To celebrate the signing of the agreement between our two companies, we would like to invite you to participate in our annual sales meeting, which is taking place this year in Honolulu, July 23-27.

Please feel free to bring another person with you as our guest if you would like to join us.

I hope this will be possible. Please let us know.

Best wishes,

Alison

Alison McCartney

Production manager

Has Bro Equipment inc.

Box 22

Chicago IL60644

Phone: 001312 555 4176

Email: alison.mccartney@hasbro.com

Ex.15. Work in pairs to write emails. You can use sample letters at http://businessletterformat.org/ as a guide.

1. A letter of invitation: CEO of a company invites an important customer to business lunch to discuss some issues of their partnership. Give details of the meeting (place, date, time).

2. A letter of acceptance for the invitation: the customer is grateful for the invitation, but asks to change the date, if possible.

Ex.16. Another significant aspect of business communication is communication via telephone. Read the information (from www.bbc.co.uk.)

A lot of people find it difficult to make phone calls in a foreign language - and that's understandable. You can't see the person you are talking to, their voice might be unclear, and you might find it difficult to find the right words.

One thing you can do to improve your telephone skills is to learn some of the multi-word verbs that are commonly used in telephone conversations.

Hold on means 'wait' - and hang on means 'wait' too. Be careful not to confuse hang on with hang up! Hang up means 'finish the call by breaking the connection' - in other words: 'put the phone down.'

Another phrasal verb with the same meaning as hang up is ring off. The opposite of hang up / ring off is ring up - if you ring somebody up, you make a phone call. And if you pick up the phone, (or pick the phone up) you answer a call when the phone rings.

«Hang on a second...»

If you are talking to a receptionist, secretary or switchboard operator, they may ask you to hang on while they put you through - put through means to connect your call to another telephone. With this verb, the object (you, me, him, her etc.) goes in the middle of the verb: put you through.

But if you can't get through to (contact on the phone) the person you want to talk to, you might be able to leave a message asking them to call you back. Call back means to return a phone call - and if you use an object (you, me, him, her etc.), it goes in the middle of the verb: call you back.

Level of formality.

Another thing to think about when talking on the telephone is formality. It's important to use the right level of formality - if you are too formal, people might find it difficult to feel comfortable when they talk to you. On the other hand, if you are too informal, people might think you are rude!

Generally speaking, if you are talking to someone in a business context, you should use could, can, may or would when you make a request: 'Could I speak to Jason Roberts, please?' 'Can I take a message?' 'Would next Wednesday be okay?'. You should also use please and thank you or thanks very much whenever you ask for, or receive, help or information. It's important to show politeness by using words like would, could, please, thank you etc. But it's also okay to use some of the features of informal/spoken English - short forms, phrasal verbs and words like okay and bye - in other words - everyday English! So phrases like I'm off to a conference..., no problem, bye! and hang on a moment and I'll put you through are perfectly acceptable, as long as the overall tone of the conversation is polite.

One last tip - it's better to ask for help or clarification when you're having a telephone conversation, than to pretend you understand something that you didn't. It's perfectly acceptable to use phrases like 'Could you repeat that, please?' 'Could you speak a little more slowly, please?' and 'would you mind spelling that for me please?'Using phrases like these will help make sure that you have a successful phone call, and may save you from lots of problems later on. You could always say that the line's very bad today if you can't hear very well. And it's also a good idea to practise words, phrases and vocabulary before you make the call!

Ex.17. Answer the questions.

1. Why is it so hard to make calls in a foreign language?

2. What is the synonym of «hold on»?

3. When can a receptionist ask you to hold on?

4. When do you hang up or ring off?

5. What words should you use to sound polite?

6. Are short forms acceptable in a telephone conversation?

7. What phrases are advisable to use if you didn't understand the person you are talking to?

Ex.18. Listen to the telephone conversations at www.bbc.co.uk.

I Michelle:	Hello, you've reached the marketing department. How can I help?
Male:	Yes, can I speak to Rosalind Wilson, please?
Michelle:	Who's calling, please?
Male:	It's Richard Davies here.
Michelle:	Certainly. Please hold and I'll put you through.
Male:	Thank you.
Michelle:	Hello, marketing. How can I help?
Male:	Could I speak to Jason Roberts please?
Michelle:	Certainly. Who shall I say is calling?
Male:	My name's Mike Andrews.
Michelle:	Just a second - I'll see if he's in. Hello, Jason, I've got Mike Andrews on the phone for you ... OK - I'll put him through. Hang on a moment, I'm just putting you through. II
Claire:	Hello, finance department. ...

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