SARA MOLDOVEANU

ECONOMIC DISCOURSE
Applications

Descrierea CIP a Bibliotecii Naionale a Romniei MOLDOVEANU, SARA Economic discourse: applications / Sara Moldoveanu. Bucureti, Editura Fundaiei Romnia de Mine, 2006 140 p.; 23,5 cm ISBN (10) 973-725-612-3 (13) 978-973-725-612-6 811.111:33(075.8)

Editura Fundaiei Romnia de Mine, 2006

UNIVERSITATEA SPIRU HARET

DEPARTAMENTUL DE LIMBAJE SPECIALIZATE

SARA MOLDOVEANU

ECONOMIC DISCOURSE Applications

EDITURA FUNDAIEI ROMNIA DE MINE Bucureti, 2006

Contents

Lesson One The Employment File Application Letters and CVs ... Debate .. Vocabulary Useful Phrases .. Grammar Review Sequence of Tenses The Relation of Simultaneity . Lesson Two What Is Marketing? . Debate .. Vocabulary Useful Words and Phrases . Grammar Review Sequence of Tenses The Relation of Anteriority Lesson Three Using the Direct Marketing Strategy Framework Acquire with Product. Retain with Service . Debate .. Vocabulary Useful Words and Phrases Grammar Review Sequence of Tenses The Relation of Posteriority . 21 23 23 29 9 14 15 19

31 35 35 39

Lesson Four Company Structure Types of Managers .. Debate .. Vocabulary Useful Terms and Phrases . Grammar Review Sequence of Tenses Expressing Future Time . Lesson Five Do You Have the Traits to Be a Manager? . Debate .. Vocabulary Useful Terms and Phrases . Grammar Review The Subjunctive Mood Synthetic Subjunctive the Old Form . Lesson Six Advertising What Is Creative? . Debate .. Vocabulary Useful Words and Phrases . Grammar Review The Synthetic Subjunctive Present Subjunctive . Lesson Seven Advertising The Importance of Being Creative Debate .. Vocabulary Useful Words and Phrases . Grammar Review The Synthetic Subjunctive Past Subjunctive .. 70 72 73 76 59 62 63 66 49 52 53 55 55 41 44 44 46

Lesson Eight Internet Sites Sell, Service and Inform Debate .. Vocabulary Useful Words and Phrases Grammar Review The Analytic (Periphrastic) Subjunctive Lesson Nine Digitalization and Connectivity .. Debate .. Vocabulary Useful Words and Phrases . Grammar Review Conditional Clause Type 1 ... Lesson Ten International Trade .. Debate .. Vocabulary Useful Words and Phrases . Grammar Review Conditional Clause Type 2 .. Lesson Eleven International Banking ... Debate .. Vocabulary Useful Words and Phrases . Grammar Review Conditional Clause Type 3 Lesson Twelve Intrapersonal Variables that Influence Consumer Behaviour Debate .. 110 115
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79 82 82 84

87 90 90 93

95 97 97 99

102 104 105 107

Vocabulary Useful Words and Phrases . Grammar Review Reported/Indirect Speech (1) ... A) Reporting Verbs, B) Tenses Transformations Lesson Thirteen Gender Discrimination Debate .. Vocabulary Useful Words and Phrases . Grammar Review Reported/Indirect Speech (2) C) Time/ Place Signifiers, D) Pronouns Changes Lesson Fourteen Case Study: Vodafone .. Debate .. Vocabulary Useful Words and Phrases . Grammar Review Phrasal Verbs ... Bibliography

116 118 118

121 123 124 126 126

128 131 131 135 139

1. Lesson One THE EMPLOYMENT FILE APPLICATION LETTERS AND CVs

One should take great care when writing a letter of application for a job. If there are a lot of applicants, a good letter can get you an interview whereas a bad letter will simply be ignored. Some applicants make the mistake of phrasing their letter in an unusual way. Others write on purple paper, thinking that this will make their application stand out. A straightforward letter on good quality notepaper will give a much more favourable impression. Unless your handwriting is quite illegible an application should usually be handwritten. Do not use coloured ink. Black or dark blue is best and a fountain pen looks better than Biro. Many advertisements ask applicants to write a brief letter and send a curriculum vitae (CV) or personal data sheet (as the Americans call it). This should set out neatly, on one sheet of paper, details about the applicant, his or her education, training and experience. Unless otherwise stated, a CV or personal data sheet should be typed. When submitting a CV try to bring one or two relevant skills or qualifications into your covering letter. In many EC countries and in the United States it is the custom to enclose a recent photograph with the application letter. Here are some suggestions that you may use when replying to an advertisement for a position:
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 write from your home address; say where you saw the advertisement or heard about the position; say why you are applying for that particular post; state your qualifications and offer copies of relevant certificates; if you are working, describe what you are doing now and give reasons why you want to change your job. If no post has been advertised but you know of a vacancy, or think you may have a chance of employment sometime in the future. you can write an unsolicited application: When writing an unsolicited application you should: address the person responsible for the position by name when possible; mention the mutual contact or acquaintance who told you that there might be a vacancy; include any other points mentioned above which may be relevant.
(after Isobel E. Williams Manual de Coresponden, published by Taracart srl by copyright arrangement with Chambers Harrap Publishers Ltd, 1998)

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Curriculum Vitae Sample Form

CURRICULUM VITAE Personal details: Date of birth: Place of birth: Marital status: Education: David Brown. 21 South Road, Richmond. Surrey RD7 6AJ 16 March 1986 Richmond. Surrey Single Sept. 1993 June 1997 Richmond Primary School Sept 1997 June 2001 Richmond Secondary School Oct. 2001 Present I attend the Faculty of Marketing and Foreign Trade, the University of Richmond June 1999 Sept 2000 Kia Motors As a promoter for Kia Motors 2000 Car Showroom, I advertised the Kia cars and discussed about their advantages with customers, marketers and sales personnel from around the world. Sept. 2001 Present Hyundai My main responsibilities include promoting Hyundai cars, researching and writing reports on new product development as well as to compile information on car industry trends.
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Work experience:

Foreign Languages: Computer Literacy: Other Interests:

English advanced level French intermediate level Word, Windows, Excel

Im also interested in football, fitness, cinema, travelling and reading Available on request

References:

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Application Letter in reply to an advertisement Lucy Nguyen 62 Staghorn Drive BALMORAL Q 4171 Tel 07 3341 4333 10 March 2003 Ms Mary Graham Human Resources Manager XYZ Consulting PO Box 123 BRISBANE Q 4001 Dear Ms Graham, I wish to apply for the position of Marketing Officer as advertised in the Courier Mail, Saturday 9 March, 2002 reference No: KL23 (or through the QUT Careers & Employment Service). This year I will complete a Bachelor of Business at Queensland University of Technology (QUT) with a major in Marketing and secondary major in Management. I have achieved an overall Grade Point Average of 5.3 (on a 7 point scale) and have a special interest in Strategic Planning and Principles of Marketing. As part of my studies, I participated in two industry-based project groups. One involved undertaking a detailed analysis of the consumer markets for a major clothing retailer and the other developing a market plan and campaign for a relatively small, energetic and upcoming sports clothing manufacturer and
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distributor. Both projects provided me with an opportunity to work closely with industry personnel and strengthen my interest in this area. The two companies regarded the outcome of the projects as highly productive and successful. I have undertaken direct promotional work as part of my Billabong Family Bistro work in Gympie and have consolidated my basic communication skills through my work at Myers and my vacation placement with a Queensland Government Department. I bring to any job a strong work ethic and desire to succeed, a willingness to cooperate with others, and a need to produce quality work. As a result of the knowledge and skills gained through my studies at QUT and my industry-based experiences, I will be able to meet more than adequately the requirements of the Marketing Officer position at XYZ Consulting. Thank you for considering my application. Enclosed is a copy of my resume and academic record. I would appreciate an interview and I am available at short notice. If I am not contactable on my home phone: 07 3333 4444, a message could be left with my neighbour, Mrs Reid on 07 3434 3434 (or my parents on 07 5555 4444). Yours sincerely, Lucy Nguyen Debate 1. In your opinion, whats more important, the layout or the content of a CV? Bring arguments. 2. Could you explain what is the role of an application letter? 3. Why should a job applicant be neat and appropriately dressed?
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4. Have you ever applied for a job? Share your experience with your mates. Vocabulary Useful Phrases Opening Phrases In reply to/ With reference to your advertisement in . . . of . . . I would like to apply for the position of. . . in your company; I see from your advertisement in . . . that you are looking for a...; I recently heard from. . . that there is a vacancy in your marketing department; Mr Brown of the accounting department has informed me that some time in May there will be a vacancy/an opening for. . . in your office. Education/ Work Experience I attendedschool foryears; In 19.I graduated from; I have a degree in.from the University of; I speak French and German fluently; My proficiency in English means that I would be able to handle all the English correspondence on my own, to answer phone calls as well as to make appointments and arrangements for my manager if necessary. Reasons for Wanting a Change I would like the opportunity to work more with people, to travel and to promote products; My reason for applying for the post is that I would like to be part of a creative team of professionals such as the one from your advertising agency; My present employer is closing down the business.
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Closing Phrases Im looking forward to hearing from you soon; Please, find my CV enclosed; I would really appreciate the opportunity of an interview, when I could enlarge upon my qualifications. 1. Read the following terms and phrases and match each term from the right column (numbered from 1-10) to their definition from the left column (marked from a-j) 1. covering letter 2. curriculum vitae
3. to type

a) written by hand b) an available job or position

c) to be much better or more important than somebody/something else

4. handwritten 5. to enclose 6. to stand out 7. to submit 8. vacancy 9. to look forward 10. to advertise

d) to give something to somebody so that it may be formally considered or so that a decision about it may be made e) to promote something f) personal data sheet g) to be eager for something that one expects to be enjoyable to happen h) application letter i) to put something in an envelope j) to write using a typewriter or calculator

2. Rearrange the following paragraphs into the right order so as to make up a covering letter 1. Since the age of fifteen I have been a keen student of antiques, learning more and more through the years. I am also an enthusiastic collector of Meissen and Hutchenreuter porcelain.
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2. I enclose a curriculum vitae and a recent photograph. I hope to hear from you soon. 3. Trainee Auctioneer 4. Yours faithfully 5. Encs: Curriculum vitae and Photograph 6. I would be very pleased if I could find employment in such a famous house as yours. 7. My present position is in an antiques market where I have special responsibility for Victorian furniture and paintings. I feel, however, that I would like to specialize in porcelain and china. 8. Dear Sir/Madam 9. With reference to your advertisement in todays Times, I would like to be considered for the above mentioned post. 3. Complete the following statements by choosing the right alternative a, b or c: 1. Im looking forward to.news from you. a) receiving b) receive c) get 2. Mr. Brown, the marketing manager has informed me that there will be .in his department next month. a) a spare room b) a opportunity
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c) a vacancy 3. Tom .the Richmond Secondary School in 2005. a) has been b) attended c) graduated 4. Please, find my CV a) attached b) enclosed c) sent 5. Dont you think that this handwriting is.? a) clear b) illegible c) eligible 6. I would like the ..to work in such a big company as yours. a) occasion b) vacancy c) opportunity 7. My present employer..his business. a) lets b) is closing down c) leaves 8. Some think that if they write on purple paper their application will a) be funny b) be accepted c) stand out
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_______________________________________________ Grammar Review: SEQUENCE OF TENSES ___________________________________________________ In English, the tense of the verb in the subordinate clause is determined by the tense of the verb in the main clause: the dependent verb shows time relation to the main verb this phenomenon is known as sequence of tenses the relation between the main verb and the one in the dependent clause may be one of simultaneity if both actions take place at the same time. ___________________________________________________ 4. Use Present Tense Simple to rewrite the following sentences change either the verb in the main clause or the one in the dependent clause, as the situation requests: Model: main clause Present Tense Simple subordinate clause Present Tense Simple

The students know that many of them want to get a scholarship. 1. The human resources manager (to think) that many candidates dont know how to write a CV. 2. The teacher considers that your handwriting (to be) illegible. 3. One has to use only black or dark blue ink when he/she (write) an application form.

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4. Alice knows how to behave when she (to go) to a job interview. 5. Some make a big mistake because they (to write) their covering letters on purple paper.

5. Use Past Tense Simple to rewrite the following sentences change either the verb in the main clause or the one in the dependent clause, as the situation requests: main clause subordinate clause Past Tense Simple Past Tense Simple Model: The applicants knew that they had to submit the materials in due time. 1. Tom knew that he (to have) to type his CV as fast as he could. 2. The girl understood that many ads (to request) the applicants to be at least 18. 3. Bill forgot to enclose an application letter when he (to post) his CV. 4. You (not write) too many details about your education so your CV was rejected. 5. The students (not apply) for a scholarship abroad when they had the chance to do so.

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2. Lesson Two WHAT IS MARKETING?

What does the term marketing mean? Many people think of marketing only as selling and advertising. And no wonder, for every day we are bombarded with television commercials newspaper ads, direct mail campaigns, Internet pitches and sales calls. Although they are important, they are only two of many marketing functions and are often not the most important ones. Today, marketing must be understood not in the old sense of making a sale telling and selling but in the new sense of satisfying customer needs. Selling occurs only after a product is produced. By contrast, marketing starts long before a company has a product. Marketing the homework that managers undertake to assess needs, measure their extent and intensity and determine whether a profitable opportunity exists. Marketing continues throughout the products life, trying to find new customers and keep current customers by improving product appeal and performance, learning from product sales results and managing repeat performance. Everyone knows something about hot products. When Sony designed PlayStation, when Nokia introduced fashionable mobile phones, when The Body Shop introduced animalcruelty-free cosmetics and toiletries, these manufacturers were swamped with orders. Like Swatch and Smart Car, they were 'right' products offering new benefits; not 'me-too products. Peter Drucker, a leading management thinker, has put it this way: 'The aim of marketing is to make selling superfluous.
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The aim is to know and understand the customer so well that the product or service fits. . . and sells itself. If the marketer does a good job of identifying customer needs, develops products that provide superior value, distributes and promotes them effectively, these goods will sell very easily. This does not mean that selling and advertising are unimportant. Rather, it means that they are part of a larger marketing mix a set of marketing tools that work together to affect the marketplace. We define marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value others. To explain this definition, we examine the following important terms: needs, wants and demands; products and services; value, satisfaction and quality; exchange, transactions and relationships; and markets. Each part of the marketing definition defines what marketing is and how it is practised. In business-to-business marketing, where professional organisations exchange products of value to each other, marketing can be an exchange between similar individuals and groups. This contrasts with consumer markets where marketing is not an exchange between similar individuals and groups. In consumer markets, for one group marketing is a managerial process pursued to fulfil their needs and wants, while the other group is just going through life fulfiling their needs and wants. With this difference identified, the definition of marketing identifies marketings unique contribution to an organisation and the demands it imposes. The essence of marketing is a very simple idea that extends to all walks of life. Success comes from understanding the needs and wants of others and creating ideas, services or products that fulfil those needs and wants. Most organisations, from Boo.com
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to WorldCom, fail because they fail to fulfil the wants and needs of others.
(Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong, Principles of Marketing, fourth edition, Pearson Education Limited, London, 2005)

Debate 1. In your opinion, how would you define the term marketing? 2. What do you understand by a marketing mix? 3. In what way does marketing satisfy customer needs? 4. Explain in your own words what is a hot product and give examples from your own experience.

Vocabulary Useful Words and Phrases Advertising making known, calling public attention to a product, service or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action. Direct mail campaign form of advertising by means of which marketing communications are sent to customers using the postal service Marketplace the system of buying and selling goods under competitive conditions Customer needs customer expectations of a product or service. Product life cycle The life cycle of a new product, which first can be produced only in the country where it was developed, then as it becomes standardized and more familiar,
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can be produced in other countries and exported back to where it started. Superfluous more than very easy B2B marketing is a short from Business to Business and is used to designate those aspects of ecommerce that involve the exchange of goods and services between companies over the Internet. B2C marketing is a form of electronic commerce in which products and services are sold from a firm to a consumer who this way doesnt have to buy from a traditional shop. C2C marketing customer to customer is the oldest form of e-business facilitating people to deal directly to each other. 1. Read the following terms and phrases and match each term from the right column (numbered from 110) to their definition from the left column (marked from aj) 1. Advertising 2. Marketing a) attractive to buyers, consumers, etc. b) the proportion that a company has of the total volume of trading in one type of goods and services c) a business that makes or processes raw materials into a finished product d) making known, calling public attention to a product, service or company by means of paid announcements so as to affect perception or arouse consumer desire to make a purchase or take a particular action.

3. Direct mail campaigns 4. Market leader

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5. Marketable

e) the life cycle of a new product, which first can be produced only in the country where it was developed, then as it becomes standardized and more familiar, can be produced in other countries and exported back to where it started. f) form of advertising by means of which marketing communications are sent to customers using the postal service. g) the company that sells the largest quantity of a particular product and thus emerges as a leader. h) the system of buying and selling goods under competitive conditions. i) customer expectations of a product or service. j) the theory and practice of presenting, advertising and selling things.

6. Customer needs

7. Marketplace

8. Product life cycle 9. Market share 10. Manufacturer

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2. Complete the following statements by choosing the right alternative a, b or c: 1. A products market value represents the.at which that product would be sold if offered publicly. a) value b) capital c) price 2. B2B is a short from Business to Business and is used those aspects of e-commerce that involve the exchange of goods and services between companies over the Internet. a) to define b) to designate c) to determine 3. The direct marketing is a..of marketing that attempts to send the messages directly to consumers using addressable media such as mail and email. a) way b) form c) means 4. C2C consumer to consumer is the oldest form of facilitating people to deal directly to each other. a) commerce b) trade c) ebusiness

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5. The market research represents the study of what people buy and why and it is usually .by a company before it develops a new product. a) driven b) offered c) conducted 6. of a new product, means that it can first be produced only in the country where it was developed, then as it becomes standardized and more familiar, it can be produced in other countries and exported back to where it started. a) The Marketing strategy b) The Marketing c) The life cycle 7. A market leader is the company that .the largest quantity of a particular product and thus emerges as a leader. a) advertises b) promotes c) sells 8. The aim of marketing is to make selling a) nicer b) superfluous c) mare expensive 9. B2C, businesstoconsumer electronic commerce is a form of electronic commerce in which products and are sold from a firm to a consumer who this way doesnt have to buy from a traditional shop. a) goods b) things c) services
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10. Marketing is a social and managerial .by which individuals and groups obtain what they need and want through creating and exchanging products and value others. a) fact b) process c) phenomenon

3. Read the following sentences and decide if they are true or false. Mark them with T or F 1. B2C marketing designates a set of transactions between two companies. 2. The price at which a product is offered for sale to the public represents its market price. 3. Only the market leaders are quoted at the Stock Exchange. 4. The direct mail campaigns are a form of electronic advertising. 5. To market a product means to advertise and offer it for sale. 6. To satisfy the customer needs is to have the best prices on the market. 7. A hot product is a brand new product that appeals very much to the public. 8. A marketplace is a square such as Victoria Square. 9. Marketing deals exclusively with advertising products. 10. A market leader is one who sponsors the most advertising campaigns.

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_______________________________________________ Grammar Review: SEQUENCE OF TENSES _______________________________________________ Sometimes the relation between the verb in the main clause and the one in the dependent clause is one of anteriority (the action shown by the verb in the subordinate clause happens before prior to the one in the main clause) _______________________________________________ 4. Rewrite the following sentences change either the verb in the main clause or the one in the dependent clause, as the situation requests:

main clause Present Tense Simple

subordinate clause Present Perfect Tense Simple

Model: The teacher knows that all students have understood the lesson. 1. All marketers know that P. Kotler (to write) the best books on marketing. 2. The manager appreciates the fact that his products (to be promoted) using the best marketing strategies. 3. The customers (to admit) that their expectations have been satisfied. 4. It (to be) very good that the telemarketing officers have made a lot of calls. 5. Everybody knows that Procter and Gamble products (to be) advertised a lot lately.
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5. Rewrite the following sentences change either the verb in the main clause or the one in the dependent clause, as the situation requests: main clause Past Tense Simple subordinate clause Past Perfect Tense Simple

Model: Everybody knew that the hot products had been sold a week before. 1. The board admitted that the advertising campaign (to be) a successful one. 2. The students had been explained all the subjects before they (to sit) the exam. 3. The new product had already offered a lot of benefits when the company (to consider) the possibility of a merger. 4. The girl confessed that she (not know) anything about marketing before attending this faculty. 5. The company had created the most suitable marketing mix before they (to order) the launching of the new product.

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3. Lesson Three USING THE DIRECT MARKETING STRATEGY FRAMEWORK ACQUIRE WITH PRODUCT. RETAIN WITH SERVICE The most important strategic decision is to understand in what conditions it is favourable for direct marketing to be used by the marketing strategist. A marketing strategist could consider direct marketing within the strategy if one or more of the following apply: the profitability of the company is heavily dependent on the loyalty of existing customers, the target audience is relatively small and/ or tightly defined as well as if there is scope to gather individual customers' details and hold them on a database. It may also be important to state if products in the sector are primarily sold on 'logic' rather than 'emotion' since the control over the customer relationship is extremely important. The marketing strategist should also consider if there is an opportunity to distribute direct. It is worth emphasizing that the above should not be taken as 'rules'. There will be business situations where few or none of the above apply but direct marketing is still used successfully. For instance, few would have expected Heinz to place over half of its marketing budget into direct marketing in 1995 (or to subsequently move it back to advertising). Testing and control are internal management issues that have a bearing on strategic decision making. If your company is risk averse, then it would want to test any initiative carefully
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before committing significant resources to it. If your company wants to allocate resources carefully to resulting income, the control offered by direct marketing will be attractive. Another important marketing decision is to allocate resources between the existing customers and the new ones. If you are just starting up a business, you obviously don't have any existing customers. Clearly then, in the first year of operation, the vast majority of your budget is allocated to new customer acquisition. Or perhaps you have a large database of existing customers but you have depressingly high levels of defection. Here, your priority is customer retention: stemming the flow. Companies which sell credit, such as American Express, know they have to strike a balance between encouraging loyal behaviour from existing customers and allocating resources to attracting prospects from competitors or new markets. To achieve these aims they may use commercial partners to attract new custom (affinity marketing). They may create a reward scheme, like Amexs Membership Miles, which rewards card spend by giving some value back to loyal customers. Inevitably, some existing customers are lost, through bad debt, defection to competitors, or just no longer needing credit. In order to keep its customer base at the same level, Amex will have to allocate resources to replace these people. It is all a question of balance. Assuming that you are dealing with a mature business in a mature market, your primary focus should be on keeping existing customers rather than obtaining new customers (Reichheld, 1996). A vital marketing decision has to do with the strategy about how to keep customers. The obvious question to ask here is: which customers do we want to keep? First, it is important to
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identify who are the customers that are really vital for the company. Tesco, a large supermarket retailer in the UK and Europe, has been testing a programme of preferential treatment to high spending consumers, identified from data gathered via its loyalty card. Invitations are sent offering the chance to participate in tempting new product launches of expensive wines, complimentary visits to golf ranges or the opportunity to see top hair designers. To keep customers who may spend, say, 10 000 per year with the store, this reallocation of some value back by the store represents good business sense. What can the company offer customers in order to keep as much of their spend with the firm as possible? To achieve greater retention, direct marketers have switched the emphasis from product to service. In particular, the importance of delivering superior service has become apparent in many markets. The biggest strategic decisions is probably how to attract new customers. In order to attract new markets is often necessary to create attractive brands, distinctive products or innovative distribution systems. For any marketer, the core strength of direct marketing for acquiring new customers is targeting. This strategy implies both the companys strengths (does it have a database; does it have a clear idea of precisely who its new customers are likely to be?) as wellas the marketing environment (the need to go for new types of customers, competitive activity, whether its markets are niche or mass, and so on). In the acquisition of new customers, the formal product seems to be more important in attracting prospects than addon service. A customer seeking to buy from a supplier for the first time will seek lots of things, but some benefits may be more
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important on first purchase. These may include trust, reassurance about the quality of their purchase, being able to buy conveniently, or having an extra incentive as a temptation to purchase. General marketers look to imbue feelings of trust and reassurance through building brands which prospects will be familiar with and like, even though they have yet to purchase from that firm. Direct marketers can either support brands built through general marketing or take a lead role in building different types of brand values themselves. The use of direct distribution mail order or direct delivery of service, say telephone banking is a powerful weapon in the direct marketers' armoury when it comes to attracting new customers. The benefit they are offering is convenience. The growth of electronic media heralds the possibility of new modes of shopping online shopping, for instance by consumers who value convenience over the tangible shopping experience itself. Finally, a decision must be made whether or not to use incentives to stimulate purchase. This decision may rest on branding, pricing, competitive usage or targeting decisions, and it is with the latter that incentives used through direct marketing may well provide a huge advantage (Rapp and Collins, 1987). Instead of most of your incentives to attract new users being taken advantage of by existing customers, as happens in retail situations, incentives can be directed to the intended audience prospects.
(Alan Tapp, Principles of Direct and Database Marketing, third edition, Pearson Education Limited, Great Britain, 2005)

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Debate 1. According to the text, what is the job of a marketing strategist? 2. How can a company retain its customers by means of the services it offers? 3. What are some means of attracting new customers? 4. If you were a marketing manager for which of these strategies would you opt? 5. Which are some incentives used to stimulate purchase?

Vocabulary Useful Words and Phrases Risk averse an investor who has a low level of tolerance to possible loss. Defection desertion, abandonment, opting for another seller. Customer retention the marketing goal of keeping your customers from going to the competition. To acquire to get, to gain possession of. Retailer the seller of goods or commodities directly to the consumers at a retail price. Targeting the process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programmes and ad campaigns directed towards each. Incentives benefits, or reduced costs, that motivate a decision maker in favor of a particular choice to purchase to obtain in exchange for money or its equivalent; buy. Branding a traditional advertising method used to create an acquired response from a target audience based on cumulative impressions and positive reinforcement.
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1. Read the following statements and complete them using the suitable word or phrase: 1. A marketing strategist should decide if products in the sector are primarily sold on logic on emotion. a) eitheror b) neithernor c) rather than 2. The marketing strategies that were successful in some cases shouldnt be taken as . a) codes b) guidelines c) rules 3. In 1995 Heinzover half of its marketing budget into direct marketing and then moved it back to advertising. a) put b) placed c) sold 4. A very important marketing decision is .resources between the existing customers and the new ones. a) to give b) to share c) to allocate

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5. If you are just..a business you obviously dont have any existing customers. a) beginning b) ending c) starting up 6. It seems that some companies have high levels of a) abandonment b) defection c) leaving 7. Companies that sell credit know that they must strikebetween keeping the old customers and attracting new ones. a) a problem b) a crisis c) a balance 8. A well known marketing strategy is to create a ..scheme for the loyal customers. a) profitable b) beneficial c) reward 9. is a strategy meaning that a company uses commercial partners to attract new customers a) The marketing mix b) Targeting c) The affinity marketing

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10. One of the most important decisions a marketing strategist should take is whether or not to useto stimulate purchase a) rewards b) gifts c) incentives

2. Read the following sentences and decide if they are true or false. Mark them with T or F 1. The process of identifying the specific needs of segments and selecting one or more of these segments as a target is called branding. 2. A company that is risk averse is one that doesnt test the market before taking its marketing decisions. 3. Some companies reward their customers by giving some of their money back. 4. If a company wants to keep its highspending customers, it must sell only expensive stuff. 5. To achieve greater customer retention direct marketers have switched the emphasis from product to service. 6. A company that looses its customers is a company that doesnt have a high degree of defection. 7. The use of direct distribution mail order or direct delivery of services is one of the direct marketers most powerful weapons.

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3. Read the following words and put them into the right order 1. important, another, marketing, is, resources, to allocate, between, and, the existing, customers, the, decision, new ones. 2. a, marketing, with, has, to do, the, strategy, decision, how, to keep, vital, customers, about. 3. the, of, is, direct, a, powerful, distribution, use, armoury, weapon, the, direct, in, marketers'. 4. a, must, decision, made, whether, or, to, use, be, incentives, to, not, purchase, stimulate. _______________________________________________ Grammar Review: SEQUENCE OF TENSES Sometimes the relation between the verb in the main clause and the one in the dependent clause is one of posteriority (the action shown by the verb in the main clause precedes the one in the subordinate clause) _______________________________________________

4. Rewrite the following sentences change either the verb in the main clause or the one in the dependent clause, as the situation requests: main clause subordinate clause Present Tense Simple Future Tense Simple Model: They hope that their competitors will not launch a similar product.
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1. When you start up a business you (not have) any existing customers. 2. A company (to manage) to attract new customers when they allocate enough money for this. 3. The manager hopes that his competitors (not have) better advertising means. 4. The marketing strategist knows that good service (to help) the company to preserve the existing customers. 5. Direct marketers assume that people (to appreciate) the direct delivery of services. 5. Rewrite the following sentences change either the verb in the main clause or the one in the dependent clause, as the situation requests: main clause Past Tense Simple subordinate clause Future in the Past

Model: They were sure that other companies would not have such an interesting promoting strategy. 1. Amex Membership Miles created a reward scheme that (to give) some value back to its loyal customers. 2. Direct marketers understood that they (to achieve) greater customer retention by switching the emphasis from product to service. 3. General marketers wanted to build brands the prospects (to feel) familiar with. 4. Companies (to know) that the incentives they (to offer) would attract more and more customers. 5. The customer that (to buy) from a supplier for the first time (to look) for a lot of benefits.
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4. Lesson Four COMPANY STRUCTURE TYPES OF MANAGERS

You already know that there are different types of managers. In your college, for instance, there are presidents, vice presidents, provosts, deans, and department chairs. There are also administrators, such as human resource managers and the head of public safety. In practice, we can differentiate managers in three ways: based on their organization level (top, middle, firstline), position (manager, director, or vice president, for instance) and functional title (such as sales manager or vice president for finance). The managers at the top, of course, are the firms top management. These are the managers we call executives. Typical positions here are: president, senior vice president, and executive vice president (in a university, you might also add provost). Functional titles here include chief executive officer (CEO), vice president for sales, general manager, and chief financial officer (CFO). Beneath the top management level (and reporting to it) may be one or more levels of middle managers. The positions here usually include the terms manager or director in the titles. (Particularly in larger companies like IBM, managers report to directors, who in turn report to top managers like vice presidents.) Examples of functional titles here include production manager, sales director, HR manager, and finance manager. Firstline managers are at the lowest rank of the management ladder. Positions here might include supervisor or
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assistant manager. Functional titles might include production supervisor and assistant marketing manager. All managers have a lot in common. They all plan, organize, lead and control. All managers at all levels and with every functional title also spend an enormous amount of their time with people talking, listening, influencing, motivating, and attending meetings. In fact, even chief executives (whom you might expect to be somewhat insolated from other people, up there in their executive suites) reportedly spend about threefourths of their time dealing directly with other people. However, there are two big differences among the management levels. First, both top and middle managers have other managers for subordinates. Supervisors have workers-nonmanagers as subordinates. Managers at different levels also use their time somewhat differently. Top managers tend to spend more time planning and setting goals (like double sales in the next two years"). Middle managers then translate these goals into specific projects (like hire two new salespeople and introduce three new products") for their subordinates to execute. Firstline supervisors then concentrate on directing and controlling the employees who actually do the work on these projects. MANAGING AND THE SPEED OF THOUGHT THE E-CEO What is it like being an e-CEO, the chief executive of an e-commerce company? To hear the executives themselves tell it, speed is the word that sums up their experience best. For example, Roger Siboni, e-CEO of E.piphany, a company that creates the software that helps e-corporations get the most from their customer data, says, Youre driving too fast you feel the
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exhilaration you must turn left and right at death-defying speed without blinking never blink if you go up and down with the news, you'll never make it. e-CEOs must also be brutally honest with themselves and others, because if they let a problem fester a day or two, they'll see someone in their rearview mirror coming after them, says Siboni. With their markets changing so fast, e-CEOs must also constantly focus their companies' and their employees' attention on the companys mission. These companies are deluged with competitive information and new ideas, so its relatively easy for the employees to become distracted. Its the e-CEOs job to keep everyone focused. One of the differences between traditional and e-CEOs is that, for example, e-CEOs tend to be more comfortable with ambiguity and speed, and concerned with monitoring market trends and competitors' moves to ensure that their companies aren't blindsided by unanticipated events. Operating with a great deal of uncertainty, e-CEOs need a new set of qualities to thrive. On 24 May 1999 the Fortune magazine published a set of differentiating qualities between the traditional managers and the e-CEO-s. According to this study an e-CEO has to have certain qualities such as: to be evangelizing, obsessed, brutally frank, infotech literate (at least), intensely focused, faster moving, to like ambiguity and to be a paragon of good judgment. The study also highlights that usually the e-CEO is a young man about 38, suffers from bandwidthseparation anxiety and he is really rich. As compared to this type, the study states that the traditional manager has to be encouraging, fast moving and a paragon of good judgment. Still, he is usually not a very young man he is about 57, is gearly focused, hates ambiguity, is an infotech semiliterate (at best), suffers from technology confrontation anxiety and he is a rich man. (Source
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Fortune, 24 May 1999, p. 107. @ 1999 Time Inc. Reprinted by permission). (Gary Dessler, Management Principles and Practices for Tomorrows Leaders, Florida International University, Upper Saddle River, New Jersey, third edition, 2004) Debate 1. What is the difference between top, middle and firstline managers? 2. Generally speaking, which are the main responsabilities of a manager? 3. In your opinion, what is more difficult, to be a manager or an employer? 4. If you were to create the ideal manager profile, which qualities would you choose? Vocabulary Useful Terms and Phrases Dean head of a university Provost senior administrative officer in certain universities Department chairs department positions Human resource managers person in charge with hiring people and solving the employees legal problems Executive person or group of persons who has the power to put important plans, decisions, etc into effect CEO chief executive officer e-CEO chief executive officer CFO chief financial officer HR manager human resources manager

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1. Read the following terms and phrases and match each term from the right column (numbered from 111) to their definition from the left column (marked from ak) 1. provost 2. dean a) CFO b) a person in charge with checking the others 3.chief financial c) person who is responsible for the officer manufacturing of a large quantity of products 4. HR manager d) senior administrative officer in certain universities 5. chief e) manager responsible with the staff executive officer recruitment 6. supervisor f) a person or company that employs people 7. employee g) the head of an institution 8. president h) a person who controls the selling of a companys products 9. sales manager i) the head of a faculty 10.production j) a person who works for somebody or for manager a company in return for wages 11. employer k) CEO

2. Read the following sentences and decide if they are true or false. Mark them with T or F 1. A director is one that writes screenplays for movies. 2. A CEO manager deals with the accounting department of a company. 3. All managers spend most of their time talking to people. 4. The firstline managers are the top managers of a big company
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5. The head of a university is called dean. 6. An employer is one who works for a monthly subsidiary. 7. In a big company, such as IBM, for instance, the general manager is the one who hires people. 8. The marketing department of a company deals with advertising, market research as well as selling. 9. All employees are checked by their supervisors. 10. The manager is the owner of a company. _______________________________________________ Grammar Review SEQUENCE OF TENSES Expressing Future Time _______________________________________________ Remember ! Going to Future is used for planned intention Future Tense Simple is used for unplanned intention Examples: Im going to read the book you gave me on this weekend. Could you help me with this luggage? Why not? Ill come and give you a hand! 3. Read the following statements and decide if they are grammatically correct or not. Mark them with Yes and No 1. Will you join us at this training course? 2. They have made arrangements to meet the general manager. They will have lunch together. 3. Tom has decided to get only high marks. He is going to learn a lot for his exams. 4. My car wont start. Are you going to give me a lift? 5. Its late in the evening the e-CEO is going to write a final report.
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6. The top manager says: I must have left my keys on the desk!. His secretary replies: Dont worry, Sir! I will go and fetch them for you. 7. Tom has to speak English fluently if he wants to apply for the position of HR manager. He is going to improve his English as fast as he can. 4. Fill in the following statements by choosing the right alternative a, b or c: 1. a) b) c) After youthis faculty will you attend an MA course? will graduate will finish graduate

2. By the time you finish the project I be back at the office. a) would be b) will be c) am 3. They wont make any forecasts before theyall the information they need. a) receive b) will receive c) wont receive 4. I will send you a message as soon as I..the novel. a) will finish reading b) shall finish reading c) finish reading
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5. Will you keep on learning until youthe lesson? a) will have understood b) understand c) are going to understand 6. Please, stop the car before you.my house a) would reach b) will reach c) reach 7. When I .. sure about the result, I will let everybody know it. a) am b) shall be c) am going to be

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5. Lesson Five DO YOU HAVE THE TRAITS TO BE A MANAGER?

If youre thinking of becoming a manager, theres a wealth of research to help you to decide whether thats the occupation for you. Career counseling expert John Holland says that personality (including values, motives, and needs) is an important determinant of career choice. Specifically, he says that six basic personal orientations determine the sorts of careers to which people are drawn. Research with his Vocational Preference Test (VPT) suggests that almost all successful managers fit into at least one of two personality types or orientations: Social orientation. Social people are attracted to careers that involve working with others in a helpful or facilitative way (managers as well as others, like clinical managerial competence, psychologists and social workers, would exhibit this orientation). Generally speaking, socially oriented people find it easy to talk with all kinds of people; are good at helping people who are upset or troubled; are skilled at explaining things to others; and enjoy doing social things like helping others with their personal problems, teaching, and meeting new people. Its hard to be a manager if you're not comfortable dealing with people. Enterprising orientation. Enterprising people tend to like working with people in a supervisory or persuasive way in
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order to achieve some goal. They especially enjoy verbal activities aimed at influencing others (lawyers and public relations executives would also exhibit this orientation). Enterprising people often characterize themselves as being good public speakers, as having reputations for being able to deal with difficult people, as successfully organizing the work of others, and as being ambitious and assertive. They enjoy influencing others, selling things, serving as officers of groups, and supervising the work of others. Comptencies Expert Edgar Schein says career planning is a continuing process of discovery. He says each person slowly develops a clearer occupational selfconcept, in terms of what his or her talents, abilities, motives, and values are. Based on his study of MIT graduates, Schein concluded that managers have a strong managerial competence career anchor. These people show a strong motivation to become managers, and their career experience enables them to believe that they have the skills and values necessary to rise to such general management positions. A management position with high responsibility is their ultimate goal. THE MANAGERIAL SKILLS Successful managers don't just have the right traits and competencies; they also have the right skills. In management (as in most other human endeavors), personality gets you only so far. At some point, the person must prove that he or she can actually get the job done. Skills like writing, making forecasts, or communicating effectively, reflect how the person acts and what he or she can actually do. Managers need three sets of skills: technical, interpersonal, and conceptual.

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The present text shows some of the skills managers need in order to succeed, such as how to write business plans, how to discipline subordinates, and how to make better decisions. Youll see below what these skills are. TECHNICAL SKILLS Managers have to be technically competent. First, they need to know how to plan, organize, lead, and control. For example, they should know both how to develop a plan and how to write a job description. Managers also should be technically competent in their area of expertise. For example, accounting managers need accounting skills, and sales managers should know what works (and does not work) when it comes to selling. INTERPERSONAL SKILLS Researchers at the Center for Creative Leadership in Greensboro, North Carolina, studied why managers fail, and came to some interesting conclusions. Some managers simply didn't do their jobs, and thought more about being promoted than about the jobs they had! However, the other failures were more interpersonal. Managers failed because they had abusive or insensitive styles, disagreed with upper management about how the business should be run, left a trail of bruised feelings, failed to adapt to the management culture, or didn't resolve conflicts among subordinates. Managers, therefore, need good interpersonal skills. Interpersonal skills include knowledge about human behavior and group processes, ability to understand the feelings, attitudes, and motives of others, and ability to communicate clearly and persuasively. They include tact and diplomacy, empathy, persuasiveness, and oral communications ability. Managers with
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these skills have more cooperative relationships and can better accomplish a wide range of daily managerial chores, such as listening attentively and sympathetically when a subordinate has a problem. CONCEPTUAL SKILLS Studies also show that effective leaders tend to have more cognitive ability, and that their intelligence (and subordinates' perception of that intelligence) tend to be highly rated. Conceptual (or cognitive") skills include analytical ability, logical thinking, concept formation, and inductive reasoning. Conceptual skills manifest themselves in things like good judgment, creativity, and the ability to see the big picture when confronted with information. Of course, intelligence is one thing, good judgment is another. As Lawrence Bossidy puts it, If you have to choose between someone with a staggering IQ and elite education who is gliding along, and someone with a lower IQ but who is absolutely determined to succeed, you'll always do better with the second person.
(Garry Dessler, Management Principles and Practices for Tomorrows Leaders, third edition, Florida International University, Pearson Education, New Jersey, 2004)

Debate 1. In your opinion, are there such things as native managerial traits? Explain. 2. Which are some managerial skills that can be learned and improved? Support your opinions with arguments. 3. Describe in your own words the interpersonal skills of a good manager. What can you tell about the technical or conceptual ones?
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Vocabulary Useful Terms and Phrases Social orientation ones personal characteristic of being attracted to people; to communicate and socialize with them, etc. Enterprising orientation the ability, imagination and desire to create and carry out new projects and perform difficult activities Occupational self concept career orientation Managerial traits managerial characteristics Daily managerial chores daily managerial duties or responsibilities To make forecasts to predict future events by making use of some given information To leave a trail of bruised feelings to make a bad impression, to offend or abuse people Inductive reasoning logical reasoning To glide along to move along smoothly and continuously for instance like a snake on the ground 1. Read the following terms and phrases and match each term from the right column (numbered from 110) to their definition from the left column (marked from aj) 1. Assertive a) to be able to get the meaning of the whole situation 2. Diplomacy b) to predict future events by making use of some given information 3. Empathy c) amazing native intelligence 4. Persuasiveness d) to be suitable for a particular role or task 5. To accomplish e) the ability to imagine and share another persons feelings
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6. To make forecasts 7. To see the big picture 8. Staggering IQ 9. To fit into 10. To deal with

f) showing a strong and confident personality g) to succeed in doing smth, to complete smth h) the capacity to be convincing i) the art of tactfully dealing with people j) to attend to a problem, to manage

2. Read the following statements and decide whether they are true or false. Mark them with T or F 1. A manager who is technically competent is one who knows how to plan, lead, organize and control his own work as well as that of the other employees. 2. To have an enterprising orientation means to be a good entrepreneur. 3. Someone who makes forecasts is one who predicts the weather. 4. When you flatter someone means that you bruise that persons feelings. 5. A managers daily chores include resolving conflicts among subordinates. 6. An assertive person is one who always speaks very loud. 7. The charismatic managers are also the most persuasive. 8. If you have good interpersonal skills, it means that you have a lot of friends.

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9. The persons who have a staggering IQ are always very determined to succeed. 10. You cant become a successful manager if you dont have some inborn managerial traits. _______________________________________________ Grammar Review THE SUBJUNCTIVE MOOD _______________________________________________ The Synthetic Subjunctive has three forms: The old form: Suffice is to say.. Grammar be hanged. The present subjunctive: Its time we were off. The past subjunctive: If I had visited Sighioara I would have taken pictures all the time.

Remember: The old form of the synthetic subjunctive is identical with the form of the short infinitive the infinitive without to Use of the old form of the synthetic subjunctive in order to express some formulas: Example: God bless you! So be it! _______________________________________________

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3. Read the following sentences and choose the right alternative a, b or c in order to create valid statements: 1.......what may, if you are decided to become a manager, you'll do it in the end. a) came b) come c) will come 2........what you want, I strongly believe that our HR manager knows how to deal with people. a) do b) say c) make 3. ....... to say that a good manager should have more than technical skills. a) its worth b) its enough c) suffice it 4. Heaven.......for you to leave the country! a) forbid b) forbade c) shall forbid 5. ...........that a good manager should have only technical skills. a) don't be it b) shan't be it c) not be it

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_______________________________________________ Remember: You can also use the old form of the synthetic subjunctive in imperative sentences or for making requests. _______________________________________________ 4. Read the following sentences and choose the right alternative a, b or c in order to create valid statements: 1. Somebody.........the board on whats happening here. a) informs b) will inform c) inform 2. You........my advice: leave those files for tommorrow! a) may take b) take c) have taken 3. Hurry up! You......the reports ASAP. a) could send b) sent c) send 4. The boss required that everybody.......the meeting on Monday. a) attend b) will attend c) would attend 5. The marketing manager has ordered that the new strategies.....by tommorrow at noon. a) will be ready b) are ready c) be ready
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_______________________________________________ Remember: Use of the old form of the synthetic subjunctive in formal language. _______________________________________________ 5. Read the following sentences and choose the right alternative a, b or c in order to create valid statements: 1. The chairman suggested that all employees ........ him what they don't understand a) can ask b) ask c) have to ask 2. The bank owner ordered that the wages ........... his stuff. a) will motivate b) must motivate c) motivate 3. The Board recommended that the projects .......... handed in two weeks' time. a) are b) be c) will be 4. The manager suggested that prices .......... kept low so as to attract new customers. a) be b) would be c) could be 5. The executives ............ that the companys policy be well known by the public. a) have desired b) would desire c) desire
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6. Lesson Six ADVERTISING WHAT IS CREATIVE?

Trying to answer the question, David Ogilvy comes up with a strong riposte: I have to invent a Big Idea for an advertising campaign before Tuesday. Creativity strikes me as a highfalutin word for the work I have to do between now and Tuesday. The Benton and Bowles agency holds that if it doesn't sell, it isn't creative. Amen. Direct marketers tend to pay a lot of attention to the art of creativity. There are a lot of books dedicated to this subject. One reason for this fascination is the sexiness of the subject even hard-bitten business managers can be seduced by the glamour of thinking about their product in the bright lights of a Californian blockbuster advert. Advertising has been described (Martin, 1989) as the poetry or the artistry of marketing, even if, as Ogilvy (1983) strongly argued, the only job of advertising is to sell. Different Types of Creative People According to American commentators on advertising (Bovee et al., 1995; Martin, 1989; Rapp and Collins, 1987), people can be divided into two camps. If you are interested in a career as a creative in an advertising agency, the chances are you are a rightbrain thinker. If, however, you see yourself in business, perhaps managing a marketing department, you will be a leftbrain
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dominated person. Leftbrain people are logical, persuaded by words and argument, and take a stepbystep approach to solving problems. Rightbrain people are different. If you are rightbrain dominated, you use intuition rather than logic, use emotion not reason, and are more interested in romance than rationality. This split of thinking lies at the heart of the creative debate, and to understand direct marketing creativity, we need to understand how it fits into the wider context of this fascinating creative debate that has been rumbling on now for about 100 years. This argument can be summed up as left brain logical advertising versus right brain emotional advertising (Rapp and Collins, 1987). In 1904, John E. Kennedy said that the best advertising contained a logical approach, leading prospects through reasons why they should buy the product. The opposing camp was epitomized by Cyrus Curtis, who, in 1911, talked about the atmosphere in adverts as the key ingredient. He was backed up by Dunn, in 1918, who said, The psychoanalysts have found that nearly all important decisions are made in the subconscious. This argument has essentially carried on the same way to the present day. Major figures such as Rosser Reeves, the inventor of the USP concept, and advertising giant David Ogilvy have passionately, sometimes provocatively, advocated the logical approach, appealing to reason: 1 have never admired the belles lettres school of advertising. I have always thought them absurd. They did not give the reader a single fact.
(David Ogilvy, Confessions of an Advertising Man, 1964)
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Whereas other, equally eminent practitioners have advocated the opposite approach: It is not what is said but how it is said that influences us the most.
(Pierre Martineau, Chicago Tribune, 1957)

We are in the age of the eye. We have less time to read ... only the lightning strike of a picture can hit home.
(Margot Sherman, President, McCann Erickson, 1959)

In summary, the leftbrain enthusiasts would argue that advertising focuses on selling by leading the prospect through a series of reasoned, logical arguments. Words tend to be more powerful than visual images. Functional brands, such as Intel, are built up in these ways. The rightbrain advocates will claim that people make purchase decisions on emotional grounds. Although they will justify their purchases on logical grounds in research, in fact people are ruled by their emotional subconscious, and it is this which advertising needs to play to. In this case, visual imagery is more important than words. Symbolic brands, for example CocaCola, are based on this premise. Direct marketing creative practice has traditionally been dominated by the left-brain approach. Rapp and Collins (1987) showed why direct marketing has historically been left-brain dominated: mailorder products had to have an element of uniqueness about them to overcome the inertia of people at home; this led to a USPdriven approach. Also, the items were often intangibles, or services, which were traditionally sold in a logical way. Direct marketing products and services are usually relatively high-priced items, and it is felt that items of such value cannot be sold through emotion. Reasoned arguments are required if you want a consumer to buy a pension off you.
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In contrast, brandbuilding creative has predominantly been rightbrain led. If we consider products such as Marlboro cigarettes, CocaCola, or Levi Jeans, their advertising is pure emotional symbolism. One reason for this is that when you advertise a product that is similar to others you need brand building through imagery and association with attractive symbols. Also, brandbuilding is similarly important for low involvement, low price-ticket products, such as FMCGs where consumers make impulsive, subconscious decisions brand building has traditionally been used to sell tangible items such as food and clothes. Direct marketings stance on entertainment has been even more clear: there is no room for it in direct communications. The argument has been that even if it were required, there is simply no room for deflecting the prospect from the crux of the advert to get a response.
(after Allan Tapp Principles of Direct and Database Marketing, third edition, Pearson Education Limited, England, 2005)

Debate 1. In your opinion, what is the job of an advertising agency? 2. How would you define a leftbrain dominated person? What is the leftbrain advertising? 3. What is a rightbrain person? Which are the characteristics of the rightbrain advertising? 4. Personally, for which of the two approaches would you opt?

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Vocabulary Useful Words and Phrases leftbrain dominated person a logical person who focuses on reason and usually takes a stepbystep approach to solving problems. rightbrain dominated person one who uses intuition rather than logic, focuses on feelings rather than on reason to be epitomized to be symbolized, best represented by, etc. the debate has been rumbling on it has been being argued for and against belles lettres school creative writing valued for esthetic content prospect a potential buyer to overcome to prevail over, to be victorious 1. Read the following sentences and decide if they are true or false. Mark them with T or F 1. To overcome a problem means to fail solving it. 2. Leftbrain dominated people tend to focus more on their feelings. 3. To be creative implies to be a very organized person. 4. Famous brands such as Marlboro, CocaCola or Levi Jeans base their advertising mainly on pure emotional symbolism. 5. The rightbrain dominated people are smarter than the leftbrain dominated ones.

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6. If a company advertises products that are similar to others, it must make ample use of imagery in association with attractive symbols. 7. Creative people have a lot of fantasy, inspiration and intuition but they dont have logic at all. 2. Read the following words and put them into the right order: 1. a, who, reason, person, logical, focuses on, person, and, usually, is,takes, a, stepbystep, a, leftbrain, approach, to, problems, solving. 2. direct, tend, the art, a lot, attention, to, of, of, creativity, marketers, to, pay. 3. the, psychoanalysts, that, found, all, important, have, nearly, decisions, are, made, the, in, subconscious. 4. it, not, is, is, said, but, how, it, is, what, that, said, influences, the, us, most. 5. reasoned, are, off, required, if, you, arguments, a, consumer, a, want, to, buy, pension, you. 6. if, consider, pure, such, we, as, Marlboro, emotional, Jeans, products, cigarettes, CocaCola, or Levi, their, advertising, is, symbolism.

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3. Read the following statements and complete them using the suitable word or phrase: 1. ..have found that nearly all important decisions are made in the subconscious. a) The scientists b) The engineers c) The psychoanalysts 2. The direct marketings .on entertainment is clear: there is no room for it in direct communications. a) opinion b) question c) stance 3. The rightbrain dominated advertisers use..rather than logic. a) reason b) intelligence c) intuition 4. A famous advertiser called Cyrus Curtis considers that the key ingredient of an ad is its.. a) brand b) atmosphere c) story 5. Sometimes consumers make impulsive,..decisions. a) unconscious b) irresponsible c) subconscious
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6. If an advertising agency doesnt sell then it isnt . a) aggressive b) profitable c) creative 7. A consumer must take a..decision if he wants to buy a pension. a) smart b) logical c) inspired

Grammar Review THE SYNTHETIC SUBJUNCTIVE _______________________________________________ Remember: The form of the present subjunctive is identical with the form of the past tense indicative Use present subjunctive in order to express actions that are contrary to present facts. _______________________________________________ Exception!: the present subjunctive form of the verb to be is were for all persons, (especially in the written style)

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4. Read the following statements and decide whether they are grammatically correct or not. Mark them with T or F 1. If he were an imaginative person he would be a good advertiser. 2. If the marketing manager wasn't so strict, people would dare to express their new ideas. 3. If she was our employee she would be highly appreciated by everybody. 4. If our advertising strategy weren't good, people wouldn't buy our products any more. 5. If I wasn't fit for this job, I would resign immediatelly. 6. Hes such an intelligent person: I wish he were part of our team! _______________________________________________ Remember!: Use the present subjunctive after the following words and phrases: _______________________________________________ Its high time/ its about time To wish If only If Unless To suppose Even if/even though As if/ as though
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_______________________________________________ 5. Read the following sentences and choose the right alternative a, b or c in order to create valid statements: 1. Its high time our company .a new product. a) would launch b) launched c) had launched 2. I wish Imore imagination. a) to have b) have had c) had 3. He spoke as if he something about our advertising campaign. a) knew b) had known c) could know 4. They adopted a new shape for the Pepsi bottle in case people ..it more. a) will like b) liked c) like 5. The advertisers idea enchanted everybody as if they.under a spell. a) have been b) are c) were
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6. The new manager behaved as if he ..everyone around him. a) could know b) have known c) knew 7. Its about time you ..us your suggestions. a) present b) will present c) presented 8. I wish he.the importance of being up-to-date with everything. a) will understand b) understand c) understood 9. If we only .what our competitors plan we could avoid launching a similar product. a) were knowing b) had known c) knew 10. The famous advertiser looked awkward as if he.everyone staring at him . a) would hate b) hated c) had hated
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7. Lesson Seven ADVERTISING THE IMPORTANCE OF BEING CREATIVE Bird (1989) describes the creative contribution as the moment of truth for the direct response communications. This refers to the moment when prospects or customers engage with the advert. In his view, therefore, the importance of the creative element lies in its visibility and tangibility for consumers. Using Creative as a Form of Research Bill Bernbach, one of the giants of advertising history (the B in DDB, the advertising agency), was asked what he thought would change in the future (Ogilvy, 1983). Referring to marketers obsession with changing trends, he said: Its fashionable to talk about changing man. A communicator must be concerned about unchanging man what compulsions drive him, what instincts dominate his every action, even though his language too often camouflages what really motivates him. For if you know these things about a man, you can touch him at the core of his being. Bill Bernbach stressed that understanding customers was critical to good advertising. In direct marketing this is just as true. The purpose of advertising is to persuade. Still Should Advertising be entertainment as well as selling?
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The following quotes summarise some of the arguments for and against the need for advertising to be entertaining: The people who know what they are doing are the direct marketing people. They know exactly what they've sold. And you don't. You don't have the faintest idea whether the advertising sells anything or not. And you don't really care. You just want to win an award at Cannes, or one of those rackets. Our job is to kill the cleverness that makes us shine instead of the product.
Bill Bernbach, Managing Director of DDB

We sell: or else. O&M advertising agency company motto Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.
Claude Hopkins, 1927

Advertising began as an art, and too many people want it to remain that way: a never-never land where they can say this is right because we feel its right".
Rosser Reeves, Reality in Advertising, 1961

Martin (1989) advocated that advertisers should match entertainment with selling: Each message must indelibly lodge the brand in the viewers memory and seed the mind with emotional reasons to buy, as well as providing entertainment.
David Martin, Romancing the Brand, 1989

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Broadbent (1997) said: There is no genuine clash between selling and being creative'. It is only that the criteria differ. Even when brand sales get the benefit of effective advertising, this can still be done entertainingly. We cannot intrude on the public without repaying them. We must not put at risk the media audiences. Effective creativity I can understand and admire. Unconnected creativity frightens me.
Simon Broadbent, Accountability the flaming sword, Admap, June, 1997

So, where does direct marketing fit into the arguments for left versus rightbrain advertising, and the need for entertainment?
(after Allan Tapp Principles of Direct and Database Marketing, third edition, Pearson Education Limited, England, 2005)

Debate 1. What is the purpose of advertising? 2. Which are some of the most famous philosophies on this controversial issue? 3. Which is your favourite advertising strategy? Why?

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Vocabulary Useful Words and Phrases To be engaged with the advert to get in touch with the advert Changing trends tendencies, tastes To persuade to convince To be entartaining to be fun Performer actor A never-never land an unreal territory To match (here), to combine Indelibly that cannot be erased To lodge (here) to mark Clash (here) great discrepancy To intrude To put or force in inappropriately, especially without invitation or permission 1. Read the following sentences and decide if they are true or false. Mark them with T or F 1. It is impossible for advertising to be a form of research. 2. Advertisers job is to sell. 3. The purpose of advertising is to persuade. 4. There is a genuine clash between selling and being creative. 5. Advertising doesnt have to be entertaining.

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2. Read the following statements and complete them using a suitable word or phrase: 1. Some experts consider that the moment of truth is when the prospects or customers .with the advert. a) perceive b) see c) engage 2. Language much too often what people feel. a) complicates b) explain c) camouflages 3. Do you think that advertising should be? a) funny b) playful c) entertaining 4. The purpose of advertising is to a) display b) persuade c) advertise 5. There is no genuine between selling and being creative. a) misunderstanding b) difference c) clash 6. We cannot ..on the public without repaying them. a) intrude b) disturb c) upset
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7. If you really understand the customer needs you can touch him atof his being. a) the heart b) the sole c) the core 8. Advertisers should..entertainment with selling. a) add b) match c) mix 9. Ad writers forget they are salesmen; instead of sales they seek a) money b) power c) applause 10. The advertisers job is to make the product. a) smarter b) better c) look better 3. Read the following words and put them into the right order: 1. the, people, know, marketing, they, who, what, are, are, the, doing, direct, people. 2. ad, forget, they, salesmen, writers, and, try, are, be, performers, to. 3. frightens, understand, can, Effective creativity I, admire; unconnected, and, creativity, me. 4. a, must, dominate, compulsions, be, peoples, concerned, the, unchanging, and, instincts, that, the, communicator, about, behaviour. 5. each, must, the, lodge, brand, in, message, the, memory, viewers.
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Grammar Review THE SYNTHETIC SUBJUNCTIVE ___________________________________________________ Remember: The form of the past subjunctive is identical with the form of the past perfect tense indicative Use past subjunctive in order to express past unreality, that is, actions that are contrary to past facts. _______________________________________________ Remember!: Use the past subjunctive after the following words and phrases: _______________________________________________ Its high time/ its about time To wish If only If Unless To suppose Even if/even though As if/ as though

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4. Read the following sentences and choose the right alternative a, b or c in order to create grammatically valid statements: 1. The marketer wished he more last month. a) would have sold b) sold c) had sold 2. If only we ..to work in advertising ten years ago! a) start b) had started a) have started 3. The advertisers wished their product .no 1 on the market. a) will be b) was c) had been 4. If only they to understand the customers expectations, they would have been much more successful with their recently launched product. a) had managed b) manage c) will manage 5. If only their commercial .. in the viewers memory their brand could have been famous! a) had been lodged b) had lodged c) could have been lodged

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5. Read the following words and put them into the right order so as to form correct statements: 1. even if /we /couldnt have won/ had had/ from/ more time/ we/ a more/ award /important/ for advertising/ than/ that/ Cannes! 2. if /our/ that/ much/ commercials/ entertaining/ products/ hadnt been/ so/ people/ wouldnt have bought/ our/. 3. if/ to be/ competitors/ more/ money/ the Board/ had invested/ we/ would have managed/ better/ in advertising/ than our/. 4. we/ better/ would have managed/ the new/ to promote/ the market/ product/ if/ we/ had studied./ 5. if/ everybody/ an art/ advertising/ ads/ hadnt been/ could have created/ brilliant./

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8. Lesson Eight INTERNET SITES SELL, SERVICE AND INFORM

Like any well-designed promotional campaign, a welldesigned Web site should have the prospective customer in mind. This means that the site should attract the prospect to it and do a persuasive job of interacting with the prospect once he or she arrives there. Creating a desire to visit a particular site can be aided by marketing the site through other media-print advertising, TV commercials, newsletters, and the like and by giving the site a brand name and image that creates its own promotion (for example, the Won.com site that offers a lottery prize of up to $1 million for visiting it). Good site design avoids the tendency to copycat other sites, or to give the site an obscure, irrelevant name. The site name should be registered with more than one browser (or portal) and should be promoted thereon. Once attracted to the site, the prospect should be encouraged to interact in a mutually productive manner. This means the site should pique the customer's interest by providing information of interest for different visitors such as traders, mystery lovers, sports enthusiasts, and word game players all over the world. This interesting information should be updated regularly, to prevent staleness and encourage return visits. Most Internet activity relating to strategic marketing planning objectives and activities is implemented on company/ brand, information, selling and service sites.
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COMPANY/BRAND SITES These sites are directly informational, and indirectly promotional. The Coca-Cola Web site is an illustrative example. This site consists of twelve sections, including three international sites, that explain the company's history, mission, and products; allow visitors to interact with company spokespeople; provide information to Coke memorabilia collectors; provide links to sports and entertainment providers; and offer puzzles and word games. None of these sites actively sell Coke products, but, collectively, enhance brand equity and promote purchases of Coke products through other outlets. INFORMATION SITES This type of site relies on member loyalty to generate revenue through advertising or subscription rates. An example of such a site is the Wall Street Journal interactive site (www.WSJ.com) which generates fees from subscribers who read up-to-the-minute financial information and WSJ articles and advertisers whose banner headlines promote related financial products, allow subscribers to track markets and investments, and research financial products and markets. Another type of information site, represented by the Yahoo! search engine, helps Internet surfers find information they seek. Search engines like this generate revenue by selling banner advertising, which is segmented according to the type of search being conducted. For example, a request for information on corporate training programs might bring up a banner advertisement for Merton Electronics. In addition to the search feature on the Yahoo! site, users can bid on products at auction, get up-to-date news, build a virtual store online, or join a virtual community that shares information among members.
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SELLING SITES Amazon.com is a good example of a selling site (virtual stores that allow customers to buy products over the internet). The Amazon.com site sells more than five million books, CDs, audiobooks, DVDs, computer games, and related products to customers in more than 160 countries worldwide. Like Amazon.com, most selling sites are designed to move consumers through multiple stages of the decision-making process. The Daimler Chrysler site, for example: (1) asks questions, the answers to which help prospects screen themselves to identify individual needs relating to ownership of an automobile (problem recognition); (2) provides information on Daimler Chrysler offerings (for example, the Jeep Grand Cherokee) relating to these identified needs (information search); and (3) compares features and benefits of different makes and models in the buyer's choice set (alternative evaluation). After the shopper chooses make and model, he or she can get a quote on the price of the car from dealers participating in the site (purchase). Post-purchase evaluation is manifest in the service site, discussed next. SERVICE SITES The Wells Fargo service site is a good example of characteristics and benefits of these sites. On a basic level, their ATMs (Automated Teller Machines), which simplify financial transactions with customers, allow banks to extend banking hours to twenty-four hours a day without the need for additional personnel and, by including ATMs in retail establishments, to expand geographically without having to build additional branches. On the Internet level, Wells Fargo's interactive online service site allows customers to access account balances, review transaction histories, buy and sell securities, transfer funds
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between accounts, pay bills, and apply for lines of credit and home equity loans. Savings on telephone and personnel charges from customers requesting balance information was sufficient to subsidize their entire Web site. Federal Express is another excellent example of savings possible through a welI-designed service Web site. The FedEx Web site, which helps customers interactively track packages from initial shipping to destination, saves the company about $125,000 a month in telephone charges and support personnel who were previously required to answer customer questions about the whereabouts of packages. (Richard L. Sandhusen Marketing, third edition, Barrons Educational Series, New York, 2000) Debate 1. What are some of the characteristics of a welldesigned website? 2. What is a brand site? 3. Is Amazon.com a selling site? 4. Could you give some examples of informational and services sites? Vocabulary Useful Words and Phrases to copycat unauthorized duplicate of a certain fashion design; they are usually made of lesser quality imitations of the original to pique one's interest to provoke; arouse, to stir staleness triteness, unoriginality as a result of being dull memorabilia a souvenir (from the French for memory); an object that is treasured for the memories associated with it. brand equity the added value a brand name identity brings to a product or service beyond the functional benefits provided. revenue gross, the entire amount of income before any
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deductions are made fee a fixed sum charged, as by an institution or by law, for a privilege subscriber someone who contributes a sum of money in exchange of a certain service account balance the amount of money in an account, equal to the net of credits and debits at that point in time for that account. also called balance home equity loans a loan based on the equity in ones home, typically used for large expenditures such as major home improvement, buying another home, college education, etc. 1. Read the following sentences and decide if they are true or false. Mark them with T or F 1. Most selling sites are designed to move consumers through multiple stages of the decisionmaking process. 2. An ATM is an Automated Teller Machine that simplifies financial transactions with customers. 3. Federal Express is an excellent example of how expensive a welIdesigned service Web site can be. 4. Won.com site that offers a lottery prize of up to $1000 million for visiting it. 5. The CocaCola Web site consists of twelve different sections. 2. Read the following statements and complete them using a suitable word or phrase: 1. In order to make online customers visit a particular web site, marketers can use other mediaprint. a) banners b) letters c) advertising
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2. The Wall Street Journal is an information. site a) highly used b) important c) interactive 3. Search engines advertising. a) profits b) revenue c) money generate. by selling banner

4. Interactive online services allow customers to access account.. a) money b) situation c) balances __________________________________________________ Grammar Review THE ANALYTIC (PERIPHRASTIC) SUBJUNCTIVE __________________________________________________ Remember: The analytic subjunctive is formed of : modal auxiliaries shall/should may/might would Use: it also expresses unreality plus + + + infinitives infinitive infinitive infinitive

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Remember!: Use the analytic subjunctive after: the following words and phrases: it is/was necessary, advisable, essential, important, right, strange, odd, surprising, annoying, ridiculous, absurd, etc. the following verbs: suggest, propose, insist, recommend, command, demand, etc. ___________________________________________________ 3. Read the following sentences and put the verbs in brackets at the correct form: 1. It is essential that an Internet web site (be) . well designed. 2. It is amazing that many famous brands (sell) both online and in traditional shops. 3. It is incredible that one (find).. information on the Internet about practically everything. 4. It is unbelievable that so many teenagers (use).. the Internet to make their homework. 5. Its unlikely that an unknown site (sell) so many advertising spaces. 6. Its remarkable that the same Internet portal (offer). so many different sections.

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4. Read the following utterances and match each one of them from the first column (numbered from 15) to their logical halves from the second column (marked from ae) 1. Its advisable that you should not save 2. Dont you think it unbelievable that one should communicate online 3. I told her it was natural that FedEx 4. The Manager suggested that 5. Isnt it strange that some sites should sell a. b. c. d. e. the meeting should be postponed so fast with people from all over the world? too many movies in your computer! all the time while others are not even known of? should have delivered her the shopping so soon.

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9. Lesson Nine DIGITALIZATION AND CONNECTIVITY

Many appliances and systems in the past ranging from telephone systems, wrist watches and musical recordings to industrial gauges and controls operated on analogue information. Analogue information is continuously variable in response to physical stimuli. Today a growing number of appliances and systems operate on digital information, which comes as streams of zeros and ones, or bits. Text, data, sound and images can be converted into bitstreams. A laptop computer manipulates bits in its thousands of applications. Software consists of digital content for operating systems, games, information storage and other applications. For bits to flow from one appliance or location to another requires connectivity, a telecommunications network. Much of the world's business today is carried out over networks that connect people and companies. With the creation of the World Wide Web and Web browsers in the 1990s, the Internet was transformed from a mere communication tool into a certifiably revolutionary technology. By 2003, Internet penetration in the United States had exceeded 66 per cent. Although the dot-com crash in 2000 led to cutbacks in technology spending, research suggests that the growth of Internet access among the world's population will continue to explode. Internet use in the old IS-nation EU has grown 97.2 per cent between 2000 and 2004, while the new EU members report
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a whopping increase of 155.1 per cent over the same period. There are now over 184 million Internet users in the expanded EU, representing an overall growth of 102.3 per cent between 2000 and 2004. This explosive worldwide growth in Internet usage forms the heart of the so-called New Economy. The Internet enables consumers and companies to access and share huge amounts of information with just a few mouse clicks. Recent studies have shown that consumers are accessing information on the Internet before making major life decisions. One in three consumers relies heavily on the Internet to gather information about choosing a school, buying a car, finding a job, dealing with a major illness or making investment decisions. As a result, to be competitive in today's new marketplace, companies must adopt Internet technology or risk being left behind. When people think of the typical Internet user, some still mistakenly envisage a pasty-faced computer nerd or cyberhead, others a young, techy, up-market male professional. Such stereotypes are sadly outdated. As more and more people find their way onto the Internet, the cyberspace population is becoming more mainstream and diverse. The Internet was, at first, an elitist country club reserved only for individuals with select financial abilities and technical skills', says an e-commerce analyst. 'Now, nearly every socioeconomic group is aggressively adopting the Web. The Internet provides e-marketers with access to a broad range of demographic segments. In recent research conducted among 3,600 individuals who play online games, the US Digital Marketing Services found that American females over 40 years old spend about 9.1 hours per week playing online games (e.g., word and puzzle, casino, trivia and arcade games). By, contrast, female teenagers spend 7.4 hours per week
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playing games, while females under 40 years log 6.2 hours. America Online offers a Kids Only area featuring homework help and online magazines along with the usual games, software and chatrooms. The Microsoft Network site carries Disney's Daily Blast, which offers kids games, stories, comic strips with old and new Disney characters. BeingGirl.com is a site for teens, offering information on relationships, boys, periods and much more. Leading girls' entertainment software publishers also joined forces to offer a special website (just4girls.com) that promotes stories, games, dolls and accessories targeted at 8-12-year-old girls. Although Internet users are still younger on average than the population as a whole, consumers aged 50 and older make up almost 20 per cent of the online population. Whereas younger groups are more likely to use the Internet for entertainment and socialising, older Internet surfers go online for more serious matters. Internet consumers differ from traditional offline consumers in their approaches to buying and in their responses to marketing. People who use the Internet place greater value on information and tend to respond negatively to messages aimed only at selling. Internet directories, such as Yahoo! NodeWorks and Lycos, and search engines, such as Google, AltaVista, Excite, AlltheWeb and many others, give consumers access to vast and varied information sources, making them better informed and more discerning shoppers. Traditional marketing targets a somewhat passive audience. In contrast, e-marketing targets people who actively select which websites they will visit and what marketing information they will receive about which products and under what conditions. Thus, the new world of e-commerce will require new marketing approaches.
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(Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong Principles of Marketing fourth edition, Pearson Education Limited, London, 2005) Debate 1. In your own words, explain what is connectivity. 2. What do you know about the explosive growth of the internet usage? 3. What is the New Economy? 4. What is the online customers profile? What can you tell about the traditional buyer? Vocabulary Useful Words and Phrases information storage the holding of data in an electromagnetic form for access by a computer processor appliance a device operated by use of electricity, gas, etc. crash 1.a sudden, usually drastic failure; 2. a sudden large decline of business or the prices of stocks (especially one that causes additional failures) to cutback to cut down ; to make a reduction in; to place restrictions on a whopping increase an increase above average in size or number or quantity or magnitude or extent overall growth - regarded as a whole; general, total, complete growth to envisage to imagine, to form a mental image of something that is not present or that is not the case pasty-faced pale and dull of complexion up-market appealing to or designed for high-income consumers; upscale
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1. Read the following statements and complete them using the correct word or phrase; choose the most suitable alternative a, b or c: 1. The Internet enables consumers and companies .. huge amounts of information a) to divide b) to send c) to share 2. By means of the Internet people can be connected with just a few . a) mice clicks b) mouse clicks c) mouse click 3. The Internet provides emarketers with access to a broad range of segments. a) people b) users c) demographic 4. Kids Only area offers homework help and online magazines along with the usual games, .and chatrooms. a) hardware b) software c) CDs 5. Younger groups are more likely to use the Internet for entertainment and.. a) having a good time b) having fun c) socializing
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2. Read the following sentences and decide if you agree or not to what they state. Mark them with T or F 1. Today a growing number of appliances and systems operate on analogue information. 2. Connectivity makes bits to flow from one appliance or location to another. 3. Recent studies show that consumers dont access information on the Internet before making major life decisions. 4. The typical Internet user is a young, techy, upmarket male professional. 5. Consumers aged 50 and older never use the Internet. 3. Read the following words and put them into the right order so as to form coherent sentences: 1. teens, is, beinggirl.com, information, a site, offering, for, on, relationships. 2. per week, teenagers, female, 7.4 hours, playing, spend, games. 3. traditional, differ, consumers, consumers, Internet, from, offline. 4. text, bitstreams, sound, be, images, can, data, converted into, and. 6. people, use, place, greater, the Internet, value, on, who, information.

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__________________________________________________ Grammar Review : CONDITIONAL CLAUSE TYPE 1 ___________________________________________________ Remember: The first condition, also called possible, shows a wish, a desired action, an event, a state of facts, etc, that are very likely to come true. Model: if clause Present Tense Simple

main clause Future Tense Simple

If you want to be well informed you will have to read the newspapers. __________________________________________________ 4. Read the following sentences and put the verbs in brackets at the correct tense in order to create grammatically valid statements: 1. The Internet ( help) you a lot if you (know) how to use it. 2. Little Alan (use).. the computer to play games if you (buy) him one. 3. If you (access) America Online you (find).. a lot of information. 4. Usually young people (use).. the computer if they (want).. to have fun . 5. If a message has been aimed only at selling, the Internet users .. probably (react) ..negatively.

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5. Read the following utterances and match each one of them from the first column (numbered from 15) to their logical halves from the second column (marked from ae) 1. If you like it you can spend many hours chatting 2. If Walter doesnt know how to use the computer 3. Studies have revealed that if consumers intend to make a major life decision 4. If one needs a job he/she 5. If you want to buy a car on the Internet a) b) c) d) e) youll be able to do it very quickly. with your friends from all over the world. they will access the Internet. he wont be able to find a well paid job. can find it online.

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10. Lesson Ten INTERNATIONAL TRADE This section examines reasons for the burgeoning growth of world trade, the general lack of US participation in this growth, the benefits and drawbacks of participating in world trade, the trends that will shape global market threats and opportunities, and where in the world these threats and opportunities exist. WHY INTERNATIONAL TRADE GROWS Beginning in the second half of the twentieth century, international trade the exchange of goods and services among countries became the fastest growing sector of the world economy, increasing from less than $200 billion to more than $5 trillion between 1975 and 1999. The following interrelated conditions facilitated this growth: LONG PERIODS OF GLOBAL PEACE In contrast to the first half of the twentieth century, when much of the substance of advanced countries was diverted toward military adventures, the second half was largely characterized by localized conflicts among less developed countries, leaving a stable foundation for healthy, rapid growth of the global economy. Global economic growth, in turn, is a potent imperative to peace, as countries, through open trading relationships, create the wealth, productivity, and living standards that substitute for the goals of aggression.
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TECHNOLOGICAL BREAKTHROUGHS Ironically, the wars that diverted resources from peaceful trading pursuits before mid-century were largely responsible for technological breakthroughs that fueled trade after mid-century. Particularly in the fields of power, communication, and transportation (for example, jet aircraft, electronic data transmission, television), these breakthroughs created products to trade, processes to make them, and the means to market them in geographically dispersed areas. To quote Levitt: Technology has created a new commercial reality. . . the emergence of global markets for standardized consumer products on a previously unimagined scale. . . . Almost everyone, everywhere, wants all the things they've heard about, seen, or experienced via the new technology. INTERNATIONAL TRADING AGREEMENTS If peace and technology were largely responsible for creating an environment in which international trade could flourish, a common commitment among nations to avoid restrictive trade practices and foster global economic growth was largely responsible for creating agreements to enhance the free flow of goods and services among nations. Examples of these agreements include the General Agreement on Tariffs and Trade (GATT), replaced in 1995 by the World Trade Organization (WTO), the International Monetary Fund (IMF), and the World Bank. WTO provides principles and procedures for reducing tariffs and liberalizing trade, such as the Most-Favored-Nation principle, whereby each signatory country extends to all countries its most favorable trade terms. The IMF creates multinational reserve assets that member nations can draw upon for financial support. These assets are usually drawn upon by developing countries with
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severe balance-of-payments problems, in return for which they are usually expected to make politically unpopular concessions. For example, when the exchange value of the Mexican peso fell by almost half in 1995-reducing living standards and leaving many businesses near ruin the price of a new line of credit from the U.S. Treasury and the IMF was a draconian economic program guaranteed to ensure recessive conditions. The World Bank, initially formed in 1944 to aid countries suffering from the destruction of war, tends to take a more active role than the IMF in helping countries modify basic economic policies in return for aid. This aid usually focuses on infrastructure development, such as transportation, communication, and power. More recently, the World Bank has worked with the IMF to resolve debt problems in the developing world, including taking an active role in bringing market economies to former communist-bloc countries. (Richard L. Sandhusen Marketing, third edition, Barrons Educational Series, New York, 2000) Debate 1. Could you enumerate some reasons why the international trade is in a constant growth? 2. What is the connection between war technology and midcentury trade? 3. Could you name at least 3 International Agreements? Vocabulary Useful Words and Phrases burgeoning growth flourishing growth drawback a disadvantage or inconvenience
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trading pursuits course of business or occupation; mercantile pursuits; a literary pursuit to foster to promote the growth of emergence the gradual beginning or coming forth; to divert to deviate, turn aside; turn away from GATT General Agreement on Tariffs and Trade WTO World Trade Organization IMF the International Monetary Fund

1. Read the following words and put them into the right order so as to form coherent sentences: 1. has been, growth, the, periods, international, favoured, by, of, peace, long, trade. 2. after, were, largely, breakthroughs, fueled, trade, wars, midcentury, that, responsible for, technological. 3. things, everyone, heard about, almost, everywhere, all, they've, wants, the. 4. 1995, almost, standards, exchange, value, the, the, peso, fell, by, Mexican, half, of, in, reducing, living. 5. the, World Banks, usually, such as transportation, infrastructure, communication, development, and, power, focuses on, aid. 2. Read the following sentences and decide if you agree or not to what they state. Mark them with T or F 1. GATT is an international organization that creates multinational reserve assets that member nations can draw upon for financial support. 2. The World Trade Organization is the international forum that provides the MostFavouredNation principle.
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3. Technology has created a new commercial reality that led to the emergence of global markets for standardized consumer products. 4. The World Bank was initially formed in 1944 to aid countries suffering from the destructions of the war. 5. The international trade growth has been favoured by long periods of war. Grammar Review : CONDITIONAL CLAUSE TYPE 2 Remember: The second condition, is also called probable and it can express a desire, a suggestion, a piece of advice, etc. this condition may be realized; still there is a stronger doubt; there is something that obstacles the fulfillment of this condition Model: if clause Present Subjunctive main clause Present Conditional

If you wanted to be well informed you would read the newspapers daily. __________________________________________________ Remember!: Present Conditional is formed of The modal auxiliaries would + infinitive should + infinitive might + infinitive could + infinitive

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3. Read the following sentences and choose the right alternative a, b or c in order to create grammatically valid statements: 1. Global economy .a rapid growth if funds werent directed toward military adventures. a) registers b) will register c) would register 2. They agreements if they werent necessary. a) didnt conclude b) wouldnt conclude c) would conclude 3. If international organizations ..they wouldnt donate money for people suffering from the war destruction. a) dont care b) didnt care c) dont matter 4. They wouldnt reduce tariffs and liberalize trade for the MostFavouredNation if they that those people are in need. a) will not know b) hadnt known c) didnt know 5. We wouldnt desire to buy so many things if we their commercials before. a) didnt see b) saw c) wouldnt see
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4. Read the following sentences and put the verbs in brackets at the correct tense in order to create grammatically valid statements: 1. Tom (worry)if his online shopping werent delivered in due time. 2. If I (know).how to get an IMF sponsorship I would tell it to you. 3. What would you do if your country (not become)a member of the European Union? 4. What strategy would you opt for if your company (go).bankrupt? 5. If the national currency (fall).. by almost more than half this year the living standards would be radically reduced.

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11. Lesson Eleven INTERNATIONAL BANKING

Only thirty years ago, United States banks, with few exceptions, stayed within their own national borders. The field of international banking was dominated by British banks. But things have changed dramatically. Now many large U.S. banks do a significant part of their business overseas, lending to foreigners. Correspondingly, foreign banks do a lot of business in this country, lending to Americans. AMERICAN BANKS ABROAD In 1960, only eight U.S. banks had branches abroad, and the assets of those branches totaled less than $4 billion. Now about 130 American banks have foreign branches, and the assets of those branches approach $300 billion. What accounts for this remarkable expansion of U.S. banks into foreign countries? One reason is the rapid growth of foreign trade and of U.S. multinational corporations that took place during the sixties and seventies. American firms engaged in importing or exporting, and American multinationals with subsidiaries and affiliates abroad, often need banking services overseas. Foreign banks can do the job if necessary, but a branch of an American bank abroad can be even more convenient: there are no language problems; the firm and the branch share common business customs and practices; and in the case of multinationals the parent firm and parent bank may already have longstanding ties with each other.
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In addition to branches abroad, U.S. banks also participate in international financing through Edge Act corporations, which are domestic subsidiaries engaged strictly in international banking operations. In 1919 Congress passed the Edge Act (named after Senator Walter Edge of New Jersey) to allow U.S. banks to establish special subsidiaries to facilitate their involvement in international finance. Edge Act corporations are located in the United States, but they are exempt from the McFadden Act's prohibition against interstate branching, so that a bank can have Edge Act subsidiaries in several different states one in Florida, for example, specializing in financing trade with Latin America, one in New York, one on the West Coast, and so on. FOREIGN BANKS IN THE UNITED STATES Just as U.S. banks have a major presence abroad, so foreign banks play a significant role in this country. For example, in a typical year about 28 percent of the dollar volume of all commercial bank business loans in the United States is made by branches or subsidiaries of foreign-owned banks. Many large and well-known banks are foreign-owned: Marine Midland of Buffalo is owned by the Hong Kong and Shanghai Banking Corporation; Union Bank of Los Angeles is British-owned; California First Bank of San Francisco is Japanese-owned; Harris Trust of Chicago is owned by the Bank of Montreal; and the European-American Bank (New York), successor to the failed Franklin National Bank, is owned by a consortium of six foreign banks whose home bases are Austria, Belgium, England, France, Germany, and the Netherlands. All in all, more than 900 offices of foreign banks are currently operating in the United States. Foreign banks do business here through four main organizational forms: they may open a branch of the parent bank, open or buy a subsidiary bank, establish an agency, or
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open a representative office. A branch is an integral part of the foreign bank and usually carries that bank's name. A subsidiary is legally separate from the foreign bank that owns its stock; the subsidiary usually has its own charter and mayor may not carry the name of its foreign owner. Both branches and subsidiaries are full-service banking institutions. Agencies have more limited powers than either branches or subsidiaries; they can make loans but cannot accept deposits. Representative offices cannot accept deposits or make loans; they mostly make contacts with potential customers of the parent organization (by holding dinner parties) and perform public relations functions (by sponsoring rock or philharmonic concerts). Foreign banks can also complicate matters further by having Edge Act corporations in the United States. Until 1978, foreign banks operating in the United States were largely unregulated. They did not have to hold reserves with the Fed, they were able to branch across state lines, and they had numerous other rights and privileges denied to domestic banks. This was changed by the International Banking Act of 1978, which brought foreign banks under essentially the same federal regulations that apply to domestic banks. (Lawrence S. Ritter, William L. Silber, Principles of Money, Banking and Financial Markets, seventh edition, BasicBooks, USA, 1991) Debate 1. Why do you think that many U.S. banks do a significant part of their business overseas? 2. What is the impact of the Edge Act on the American banking system? 3. What is the role of the foreign banks in US? 4. What about the foreign banks in Romania?
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Vocabulary Useful Words and Phrases assets economic resources that are owned or controlled by an entity; what a firm or individual owns branch an administrative division of some larger or more complex organization; a branch of Congress subsidiary subsidiary company: a company that is completely controlled by another company domestic of concern to or concerning the internal affairs of a nation business customs usual business or individual practice; habitual tendency followed as a matter of course; traditional policy example: a firm that is closed for business on Sunday parent company a company that owns enough voting stock in another firm to control management and operations by influencing or electing its board of directors; also called holding company parent bank a bank in one country that has a subsidiary in another country exempt from to free from an obligation, a duty, or a liability to which others are subject stock the capital raised by a corporation through the issue of shares entitling holders to an ownership interest (equity) 1. Read the following words and put them into the right order so as to form coherent sentences: 1. are, foreign-owned, large, and, many, well-known, banks. 2. about, branches, American, have, banks, foreign, 130, now. 3. corporations, banks, participate in, may, financing, U.S., international, through, Edge Act. 4. perform, usually, philharmonic, representative offices, by sponsoring, functions, public relations, rock, or, concerts.
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2. Read the following sentences and decide if they are true or false. Mark them with T or F 1. A domestic bank is one that operates exclusively with the national currency. 2. A parent bank is a bank in one country that has a subsidiary in another country. 3. The Edge Act corporations are located in Canada and they are exempt from the McFadden Acts prohibition against interstate branching. 4.Both branches and subsidiaries are full-service banking institutions. 3. Read the sentences written below and fill in the blanks by using the following words: branch, subsidiary, agencies, representative offices 1.cannot accept deposits or make loans; they mostly make contacts with potential customers of the parent organization . 2. is legally separate from the foreign bank that owns its stock; the subsidiary usually has its own charter and may or may not carry the name of its foreign owner. 3. is an integral part of the foreign bank and usually carries that banks name. 4.have more limited powers than either branches or subsidiaries; they can make loans but cannot accept deposits.

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Grammar Review: CONDITIONAL CLAUSE TYPE 3 ___________________________________________________ Remember: The third condition, also known as the impossible one, shows the speakers feelings (of content, of regret, of nostalgia, etc) about something that happened or could have happened in the past this condition cant be fulfilled anymore; time has elapsed and nothing can be changed anymore Model: if clause Past Subjunctive main clause Past Conditional

If you had wanted to be well informed you would have read the newspapers daily. ___________________________________________________ Remember!: Past Conditional is formed of The modal auxiliaries would + have + infinitive should +have + infinitive might + have + infinitive could + have + infinitive _________________________________________

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4. Read the following sentences and choose the right alternative a, b or c in order to create grammatically valid statements: 1. British Banks international banking if they hadnt had branches abroad. a) will have dominated b) wouldnt have dominated c) wont have dominated 2. The foreign banks so effective if they hadnt spoken English fluently. a) wont be b) cant have been c) couldnt have been 3. The US banks that much in international financing if it hadnt been for the Edge Act. a) would have participated b) wouldnt have participated c) would participate 4. If you .well informed you wouldnt have known that many US banks are foreign owned. a) werent b) havent been c) hadnt been 5. If it ..for the International Banking Act of 1978, foreign banks couldnt have been under the same federal regulations as the domestic banks. a) wouldnt have been b) wasnt c) hadnt been
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5. Read the following utterances and match each one of them from the first column (numbered from 15) to their logical halves from the second column (marked from ae) 1. If US banks hadnt been exempt from McFadden Acts prohibition 2. If the trade hadnt grown so rapidly in America 3. They couldnt have opened a new branch of the bank 4. American banks wouldnt have been a major presence abroad 5. If it hadnt been for the US multinational corporations during 60s and 70s a) they wouldnt have needed so many new branches. b) if there hadnt been a parent bank. c) the American banks wouldnt have represented such a big influential factor abroad. d) they wouldnt have been allowed to have interstate subsidiaries. e) if it hadnt been for the expansive US policy concerning banks.

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12. Lesson Twelve INTRAPERSONAL VARIABLES THAT INFLUENCE CONSUMER BEHAVIOUR

GENDER-BASED GROUPS Country-specific attitudes toward males and females are of interest to global markets in that they help define the nature and size of markets, and marketing mixes that best meet the needs of these markets. To varying degrees, for example, most Asian and Islamic countries exhibit male preference, manifested in China by the widespread practice of aborting female fetuses, and in Saudi Arabia by the separated, downgraded socioeconomic status of women, who must attend separate schools, are generally restricted from working outside the home (mostly in professions with no male contact), and are legally prohibited from driving cars or riding in a taxi without a male escort. Even when women constitute a large portion of the working population, there are dramatic differences in types of jobs regarded as male or female. In Sweden, for example, more than 45 percent of administrative and managerial positions are held by women, compared to less than 5 percent in Spain. Thus, for a company like Merton, an understanding of the relative socioeconomic status of the sexes can help answer a number of questions pertaining to consumer behavior, such as how large each market is, what products each needs, who makes purchasing decisions, and how each market can best be reached.
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HOW INTRAPERSONAL VARIABLES INFLUENCE CONSUMER BEHAVIOUR Having identified significant interpersonal variables - such as cultural and social values that defined target market characteristics and needs as well as marketing mix strategies for reaching target market members, Merton planners next focused on intrapersonal variables predisposing individual target market members toward the purchase of MM systems. For example, what would be the effect of a respondent's age and economic condition on a decision to purchase an MM system? What personal motivations would such a purchase satisfy? How would lifestyle and personality characteristics predispose purchase? In exploring the nature and impact of these variables on consumer behavior. the planners began with demographic intrapersonal variables including age, occupation, and economic circumstances-and then explored psychographic intrapersonal variables, induding motivation, learning, perception, attitudes, personality, and lifestyle. DEMOGRAPHIC INTRAPERSONAL VARIABLES Information on demographic variables, which pertain to such state-of-being characteristics of human populations as size, density, location, age, sex, and race, are relatively easy to come by and frequently correlate well with buyer behavior. Thus, in every market studied, Merton planners found significant relationships among three demographic variables age, occupation, and income and interest in purchasing MM systems. They found, for example, that middle management in accounting, banking, and insurance fields, primarily in the 30-50 age group, had the strongest interest in purchasing MM systems and sufficient discretionary income and borrowing power to fulfill this interest.
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PSYCHOGRAPHIC INTRAPERSONAL VARIABLES Unlike demographic variables, significant psychographic variables motives, attitudes, perceptions, and the like are generally difficult to identify and measure. Often it's worth the effort, however, since these variables can be the most useful of all for segmenting markets and building persuasive marketing mix offerings that relate to potent emotive responses. Following are brief definitions of motives, perceptions, attitudes, and lifestyles and the Merton planners' conclusions pertaining to the effect of each on consumer responses to MM marketing mix variables. MOTIVATION A motive, or drive, is a stimulated need that an individual seeks to satisfy. Until it is satisfied or otherwise eliminated it will continue to generate an uncomfortable tension. Stimulated needs can be classified as primary buying motives (associated with such broad product categories as computers) or selective buying motives (associated with such specific product brands as MM computers). Marketing activities can be viewed as a way to both stimulate motives (to feel a need for a computer system) and to satisfy motives (to make an offer that meets this need that the buyer can't refuse). Maslow identifies a hierarchy of five levels of needs, arrayed in the order in which an individual is motivated to gratify them, starting with physiological needs and working up through safety, social, and esteem needs to self-actualization needs atop the hierarchy. Accepting Maslow's hierarchy, Moore would then attempt to identify the need hierarchy level occupied by prospective MM systems buyers, then plan a promotional campaign to reach this target market, based largely on a researched understanding of the nature and needs of this segment.
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PERCEPTION Perception is the process by which people derive meaning from the selection, organization, and interpretation of stimuli from within themselves (such as a feeling of frustration) or from the external environment (such as an advertisement for MM computer systems). Three perception-related concepts are of particular interest to marketing managers. Here is how each might influence a promotional campaign for the Merton MM: Selective exposure means that people only have the mental capacity to process a small percentage of the millions of stimuli competing to get through to our cognitive centers. Stimuli (such as an advertisement or sales presentation) that relate to an anticipated event, show how the audience can satisfy needs, or represent a significant change in intensity from other stimuli have been found more likely to be selected. Thus, a fullpage advertisement (intensity change) might announce a free special seminar to learn about MM systems (anticipated event) and explain how this seminar can satisfy needs for increased income and an improved lifestyle (need satisfaction). Selective distortion means that people change the meaning of dissonant stimuli so that they become consistent with their feelings and beliefs. For the marketer, this means that the offering should be consistent with these feelings and beliefs, or the intended meaning will be lost. Selective retention means that people are more likely to remember stimuli that support preconceived feelings and beliefs and to forget stimuli that do not. In general, people tend to ignore, or quickly forget, stimuli that they perceive as a functional risk (the product will not perform as claimed) or a psychological risk (the product will not enhance the prospects
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self-concept or well-being). For stimuli promoting the MM, this suggests appeals stressing proofs of performance. ATTlTUDES Attitudes are relatively stable tendencies to perceive or act in a consistent way toward products or classes of products. They are formed or adjusted by what is learned from families, peers, and other social groups; from information received; and from previous behavior. Although attitudes are second only to intentions as predictors of behavior, they are difficult to define, measure, and relate to product classes (computers) or specific brands (Merton). To mitigate this difficulty, Merton marketers found it useful to define and measure the influence of attitudes toward product purchases in terms of four product-related functional areas: Utilitarian, or the ability of the product to help achieve desired goals (a productive career path, for example); Ego-defensive, or the capability of the product to defend the buyer's self-image against internal or external threats; Value expressive, or the degree of consistency of the product with the buyer's central values or self-image; Knowledge, or the ability of the product to give meaning to the individual's beliefs and experiences. For example, a measurement of these attitudinal dimensions (using rating scales discussed in Chapter 5) among middle managers might show confusion as to how the MM could achieve utilitarian or ego-defensive goals, which could be addressed in MM promotional literature.
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LIFESTYLE Distinguishing combinations of activities, interests, and opinions that lead to relatively consistent and enduring responses to the environment comprise an individual's lifestyle. The usual technique for defining an individual's lifestyle, called psychographics, involves measuring attitudes, interests, and opinions (AlO) in diverse areas (work, politics, recreation, and the like) by soliciting agree-disagree responses on lengthy survey instruments. Once distinctive lifestyle groups are revealed through similar AlO response patterns, an attempt is made to relate these groups to demographic and marketing mix variables. Although problems involved in generating and interpreting lifestyle data can be formidable, they often provide multidimensional views of target market segments that suggest new product and product positioning opportunities, improved communications, and generally improved marketing strategies. (Richard L. Sandhusen Marketing, third edition, Barrons Educational Series, New York, 2000) Debate 1. How does gender influence the consumer behaviour? 2. In what way do intrapersonal variables influence consumer behaviour? 3.What do you understand by the pshychographic intrapersonal variable? 4.What is the impact of motivation, perception, lifestyle and other attitudes on consumer behaviour?

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Vocabulary Useful Words and Phrases to downgrade to change in negative way drive a physiological state corresponding to a strong need or desire discretionary an action which requires the exercise of judgment or deliberation during the decision-making process to array to set out for display or use; place in an orderly arrangement dissonant discordant: lacking in harmony distortion unpleasant change to forge to move or act with a sudden increase in speed or energy to enhance to increase; make better or more attractive peer a person who has equal standing with another or others, as in rank, class, or age to mitigate to moderate (a quality or condition) in force or intensity 1. Read the following sentences and decide if they are true or false. Mark them with T or F 1. Most Asian and Islamic countries exhibit female preference, manifested in China by the widespread practice of aborting male fetuses. 2. In Sweden, more than 45 percent of administrative and managerial positions are held by women.

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3. Perception is the process by which people derive meaning from within themselves (such as a feeling of frustration) or from the external environment. 4. Perception doesnt have anything to do with consumer behaviour. 5. The usual technique for defining an individuals lifestyle is called psychographics and it involves measuring attitudes and interests in diverse areas such as work, politics, recreation, and the like. 2. Complete the following statements by choosing the right alternative a, b or c: 1. In order to define the target market characteristics and needs as well as the marketing mix for reaching target market members, it is important to identify significant interpersonal variables-such as cultural and social values a) procedures b) techniques c) strategies 2. Stimuli, such as an advertisement or sales presentation, that relate to an anticipated event, show how the audience can .their needs a) please b) fulfil c) satisfy 3. Attitudes are formed or adjusted by what is learned from families, peers, other social groups, from information and from previous behavior.

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a) acknowledged b) learnt c) received 4. Maslow identifies a hierarchy of five levels of needs, .in the order in which an individual is motivated to gratify them. a) arrayed b) ordered c) seen 5. Interpreting ..data provides information about target market segments that suggest new product and productpositioning opportunities, improved communications, and generally improved marketing strategies a) computer b) lifestyle d) accounting _________________________________________________ Grammar Review: REPORTED/ INDIRECT SPEECH (1) Remember: it represents the grammatical transformation by means of which direct speech (spoken language a piece of dialogue, etc) is turned into indirect or reported speech. when reporting what someone has said, you have to pay attention to four main changes, concerning: A) Tenses B) Reporting Verbs C) Time/Place Signifiers D) Pronouns
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___________________________________________________ A) Tenses ___________________________________________________ Direct Speech Present Tense Simple Reported Speech Past Tense Simple

Present Perfect Simple Past Perfect Simple Past Tense Simple Past Perfect Simple Past Perfect Simple Past Perfect Simple Future Tense Simple Future in the Past B) Reporting Verbs

to say to explain to tell to imply to ask to invite to accuse to inquire to admit to offer to advise to order to agree to promise to apologize to reply to beg to request to complain to suggest to deny to think ________________________________________
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3. Read the sentences below and turn them into reported speech: 1. Have you ever thought that people buy depending on the place they live? 2. I am studying consumer behaviour, Mario said. 3. Do you have any idea about how intrapersonal variables influence consumer behaviour? 4. I must understand what is the significance of the phrase selective exposure! , the student exclaimed. 5. Sylvia confessed: I was going to attend a course about the gender influence on the consumers behaviour 6. The marketing manager announced: We will make an indepth market research this month. 7. Wilma asked: Have you ever been made to buy something you dont really needed? 8. The teacher asked the students: How can you define the term customers expectations? 9. The expert made it clear: One of the most important things is the buyers attitude. 10. What are the intrapersonal variables?, the student inquired.

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13. Lesson Thirteen GENDER DISCRIMINATION

Tradition is a guide, not a jailer!, wrote W. Somerset Maugham. Could it be that some traditions, however rooted in great histories and cultures are now trapping countries into poverty? This certainly appears to be the case when it comes to the influence of social and cultural norms on the status of women. For many people, especially in the developed countries, discrimination is mostly a moral issue and must be resisted as a matter of principle. What is often overlooked, however, is the economic impact of preventing women from participating actively in the economy. The Gender, Institutions and Development Database (GID) shows that deeply rooted social norms and traditions continue to harm womens economic opportunities in many countries around the world. Practices that discriminate against women, from forced marriages and genital mutilation to restrictions on inheritance and ownership rights, stand in the way of gender equality and economic development. Almost universally, women have failed to reach leading positions in major corporations and private sector organizations, irrespective of their abilities. Women are better educated and hold more jobs worldwide than ever before. They represent almost 40 per cent of the worlds labour force. Yet, most women continue to suffer from occupational segregation in the workplace and rarely break
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through the so-called glass ceiling separating them from top-level management and professional positions. The term glass ceiling was coined in 1970s in the United States to describe the invisible artificial barriers created by attitudinal and organizational prejudices, barring women from top executive jobs. For women with family responsibilities, their upward movement may be hampered as they juggle time to devote to both career and family. An important feature of professional and especially managerial work, are the long working hours that seem to be required to gain recognition and eventual promotion. Part-time managers are a rare breed and yet it seems virtually impossible to reconcile long hours with the demands of running a home and caring for children. As a result, in certain countries there are indications that women, more than men, forgo marriage and children for the sake of their careers. Still, what can be done to make things better? Some strategies meant to promote women in management cover areas such as training, networking, mentoring, review of recruitment and promotion systems, family friendly policies, awareness-raising, evolving enterprise culture, recognition of womens increasing economic role and contribution and improved data collection. Finally, governments, employers, workers organizations and womens organizations play an important part in promoting gender equality and women in management. Another important aspect is that fighting against gender discrimination must involve men too. Engaging men in reform, providing incentives and perhaps even financial compensation are important. Yet, even if generally speaking the situation is far from being pleasing, there are few exceptions. Such is for instance the case of the world famous company Hewlett-Packard Co. (HP).
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On Monday, Hewlett-Packard named Carly Fiorina its new president and chief executive. Although acknowledged for her sales skills and ability to build consensus, Fiorina was not a financial expert. She learned by doing, thought about thing from her own unique perspective, and was bright enough to pull it off. Her career path was non-traditional, being governed more by chance rather than by design. She started in law school, but dropped out after a year. She worked as a receptionist and a teacher before moving into sales at AT&T in 1980. She moved up through the AT&T organization and has said, I've never foreseen a path for myself, but I've always seized whatever opportunities presented themselves. Frequently moved around the world while growing up, she had the opportunity to learn from many cultures. Fiorina's father, an intellectually rigorous law professor, raised, her and her brother.. to speak their minds and to accept no limits. That may exp1ain her career decision. Her mother, a painter, taught Carly the power of positive attitude and gave her a zest for life. In a recent interview, Lew Platt, current HP CEO, explained some of the reasons for selecting Fiorina: She is able to impart HP speed and a sense of urgency; the Internet age implies Internet speed so we had to invigorate things here. (OECD Observer No.254, March 2006) Debate 1. What do you know about gender discrimination? 2. Using the information from the text can you give any examples of gender discrimination? 3. Do you think that this is a serious problem? 4. If you had the power, what would you do to change the existing situation?
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Vocabulary Useful Words and Phrases to be trapped here to get stuck, to be caught to engage here, to involve ownership possession, the act of having and controlling property irrespective regardless, in spite of everything to bar the act of excluding someone to hamper to hinder or inhibit the progress or movement of someone or something to juggle to deal with simultaneously rare breed here, rara avis to forgo to abandon, lose, refrain from consuming to pull off to perform in spite of difficulties or obstacles zest gusto, vigorous and enthusiastic enjoyment

1. Read the following sentences and decide if they are true or false. Mark them with T or F 1. Women havent failed to reach leading positions in major corporations and private sector organizations, irrespective of their abilities. 2. Part-time managers are a rare breed. 3. Procter and Gamble named Carly Fiorina its new president and chief executive. 4. At present, women are better educated and hold more jobs worldwide than ever before. 5. Lew Platt, current HP CEO was a former painter.

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2. Read the following words and put them into the right order so as to form coherent sentences: 1. a, a, guide, is, jailer, not, tradition. 2. economic, the main, participating, of discrimination, actively, is, it, prevents, women, from, that, in, impact, the economy. 3. segregation, women, most, to suffer, continue, from, occupational, in, the workplace. 4. against, fighting, discrimination, too, involve, gender, must, men. 5. represent, 40, labour, women, of, the worlds, force, almost, per cent.

3. Read the following terms and phrases and match each term from the right column (numbered from 1-11) to their definition from the left column (marked from a-k) 1. The Gender, Institutions and Development Database (GID) shows that discrimination continues 2. Engaging men in reform, providing incentives 3. In certain countries there are indications that women, more than men 4. The term glass ceiling describes the invisible artificial barriers created by prejudices 5. For women with family responsibilities, their upward movement may be hampered a) and perhaps even financial compensation are important. b) that prevent women from top executive jobs. c) as they juggle time to devote to both career and family d) to harm womens economic opportunities all over the world. e) forgo marriage and children for the sake of their careers.
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Grammar Review : REPORTED/ INDIRECT SPEECH (2) __________________________________________________ C) Time/Place Signifiers Direct Speech here this these now today tomorrow Yesterday Last week Last year Next year Reported Speech there that those then that day the next day/ the following day the day before the week before/ the previous week the year before/ the previous year the next year/ the following year

___________________________________________________ D) Pronouns ___________________________________________________ Direct Speech Reported Speech singular I you he/ she plural We you they
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he/ she he/ she he/ she they they they

___________________________________________________ 4. Read attentively the sentences below and turn them into reported speech: 1. The CEO declared: Everybody must handle the reports till tomorrow at 10 am. 2. The expert stated: The surveys reveal that at present women are better educated than ever before. 3. Sophia confessed: For women with families it will always be difficult to break the glass ceiling . 4. The journalist inquired: How many women have reached in the companys top management positions this year? 5. Have you heard anything about the 50 most powerful women in American business?, asked Paul. 6. The chairman informed the audience Next year the government will allocate twice as much money to sponsor educational programmes on gender equality. 7. The successful woman admitted: My mother taught me to think positive and gave me a zest for life. 8. Bill said: Yesterday I read an article on gender discrimination. 9. Did you know that last month HP named Fiorina Carly as new president and chief executive? 10. The sociologist explained: Now women must understand that they can win only if they make men their allies.

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14. Lesson Fourteen CASE-STUDY: VODAFONE

Mobile phones have been a worldwide phenomenon. This is a story of how technological breakthroughs have driven enormous social changes: mobile phones impact on every aspect of life, being indispensable items for teenagers and their social lives, for anxious parents ensuring their kids can get in touch, for small and big business alike to check on messages, and for hosts of, as yet undiscovered, applications. We all take for granted now the benefit of instant communicability anywhere, but ten years ago this was a luxury. The early handsets were large and cumbersome, and this was a significant factor in slow early growth. But by the mid to late-1990s the handsets were small and attractive, and the network operators had achieved nearly 100 per cent coverage of the land. Since their introduction as a consumer item in the mid-1980s, mobile phone sales have followed a classic S shaped curve, which reached its peak in the late 1990s to early 2000s. In the late 1990s the onset of pre-pay options triggered a dramatic upturn in sales in what Geoffrey Moore, an IT guru, calls a tornado of demand. By 2003 over 77 per cent of the UK were signed up to a network.

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On 1 January 1985 Vodafone made the UK's first mobile call. Vodafone is the world's biggest mobile network operator. It has over 13 million customers in the UK, this being a market share of approximately 32 per cent by revenue. It now has a customer base of over 100 million and interests in network operators across 28 countries. It is said that about 1 in 100 people worldwide have a Vodafone mobile, making over 100 million calls daily. Vodafone has a strong visual identity based on the colour red and the Vodafone red and-white quotation mark logo. With a turnover of over 4 billion, and a healthy operating margin of typically over 20 per cent, Vodafone UK is in strong financial shape to face the challenges of the next few years. Even if Orange, its greatest competitor, won a host of awards for its early brand-building efforts with its famous strap line The futures bright, the futures Orange, it has done rather less well since. Vodafone has continued its business line that has been aggressively focused on acquisition, since its very beginnings. In 2003 Vodafones extensive products and services included: an extensive array of value handsets, including Sony Ericsson T68I and Samsung A-300, sold in conjunction with original equipment manufacturers. ringtones; a range of answering and messaging services, including voicemail an automatic answering machine service; very successful3G services offer to customers high quality video services, this not to talk about gaming capability, access to e-mail, news and entertainment services; the services also include football highlights on a pay-per-view basis offering video highlights of goals and interviews from top premier league
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clubs. new WAP services. Vodafones website describes wireless application protocol as the technology that enables a slimmed-down version of the Internet to appear on the screen of a mobile phone. Its useful for travel information, sports headlines and e-mail. GPRS services a new way of sending and receiving information using a mobile phone. With a GPRS phone you can be always connected to Internet services, whereas with non-GPRS phones you have to log-in every time you want to access information. The introduction of GPRS means that accessing services like the Internet, WAP or your companys Intranet, is quicker, easier and represents better value for money. personal digital assistants: PDAs, or handheld PCs, offer pocket-sized computing to anyone who needs their diary, address book, e-mail and important files wherever they go. texting services or SMS: Text messaging is the best way to keep in touch when it's difficult to talk. Whether youre in a noisy bar, on a crowded train, in a meeting or just don t want to be overheard a great variety of payment options and methods. For example M-Pay. 'Vodafone M-Pay bill is a new way to buy low cost items online by charging them to your mobile phone. Anyone can use it all you need is a Vodafone mobile phone. Whatever you want to buy, from games and ringtones to business news and birthday e-cards, you can pay quickly and easily using Vodafone m-pay bill. (after Allan Tapp Principles of Direct and Database Marketing, third edition, Pearson Education Limited, England, 2005)

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Debate 1. Why do people use mobile phones? 2. Which is the world's biggest mobile network operator? Give arguments to support your answer. 3. Which are some of the most important services offered by the mobile network operators? Vocabulary Useful Words and Phrases breakthrough a major achievement or success that permits further progress, as in technology host in computing, a host file, stored on the computer's filesystem, is used to look up the Internet Protocol address of a device connected to a computer network cumbersome difficult to handle or use especially because of size or weight onset the beginning or early stages to trigger to set off; initiate, provoke WAP wireless application protocol PDAs handheld PCs personal digital assistants SMS' text messaging 3G services third generation wireless is digital and includes but is not limited to such enhanced features as high-speed transmission, global roaming and advanced multimedia access GPRS services General Packet Radio Services and is one of the latest advancements in mobile data. It is a GSM Packet Based bearer for the delivery of data services. With GPRS you only pay for the amount of information you download rather than the duration of the connection.

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1. Read the following sentences and decide if you agree or not to what they state. Mark them with T or F 1. Vodafone has a strong visual identity based on the colour red. 2. The WAP services represent the possibility to send messages whenever you cant talk. 3. Vodafone is the worlds biggest mobile network operator. 4. On January 1999, Vodafone made the UKs first mobile call. 5. Since its very beginnings, Vodafone has aggressively focused on sales. 2. Read the following words and put them into the right order so as to form coherent sentences: 1. Mobile, shaped, sales, followed, a classics, phone, have, curve. 2. mobile, worldwide, have, phenomenon, been, a, phones. 3. the, were, cumbersome, handsets, early, large, and. 4. the, 3g, whether, with, to pay, was, people, could, question, be, for, them, convinced. 5. it, said, mobile, that, a, worldwide, Vodafone, about, 100, 1, in, people, is, have.

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3. Read the following statements and complete them using the correct word or phrase; choose the most suitable alternative a, b or c: 1. Mobile phones .have followed a classic sshaped curve. a) shopping b) selling c) sales 2. In the late 1990s the onset of prepay options triggered a dramatic ..in sales. a) lift b) raising c) upturn 3. On 1 January 1985 Vodafone made the UKs first mobile.. a) pager b) calling c) call 4. The company has a..of over 4 billion pounds. a) number b) business figure c) turnover 5. Orange won a lot of .for its early brand building efforts. a) gifts b) awards c) benefits
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6. Since its beginnings the company has aggressively focused on a) retention b) acquisition c) selling 7. Orange has always been Vodafones greatest . a) enemy b) adversary c) competitor 8. Oranges famous ...is: The futures bright; the futures Orange!. a) belief b) strapline c) verse 9. Text messaging is the best way to keep in touch when its difficult to talk and you dont want to be a) seen b) discovered c) overheard 10. Everyone can use the MPay: all you .is a Vodafone mobile phone. a) want b) need c) can get

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Grammar Review: PHRASAL VERBS

__________________________________________________

Remember: A phrasal verb is a verb followed by a preposition, an adverb, or an adverbial particle plus a preposition or adverb that creates a different meaning from the original verb. Some of the most commonly used phrasal verbs are: to bring about to call back to catch up (with) to drop by to figure out to find out to give up to hand in to keep out (of) to look after to look up to make up to put off to put up with to run into to run out (of) to show up to shut off t to ake after to take over to take up to turn off to turn on to cause to return a telephone call to reach the same position or level as someone to visit informally to find the answer by logic to discover information to stop doing something to submit an assignment not to enter to take care of to look for information in a reference book to 1) invent 2) do past work to postpone to tolerate to meet by chance to finish a supply of something to appear, come to to stop a machine, equipment, light etc to resemble to take control to begin a new activity to stop a machine, equipment, light etc. to start a machine, equipment, light etc.
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____________________________________________
4. Read the following sentences and choose the right alternative a, b or c in order to create grammatically valid statements: 1. Everybody is amused seeing their advertising. a) because of b) about c) at 2. Virginia is very satisfied her new mobile phone. a) about b) with c) of 3. The manager is very pleased the result of the latest market survey. a) of b) at c) with 4. Walter is extremely delighted his new mobile phone. a) with b) of c) about 5. Roger seems disappointed ..the services the new mobile network operator offers. a) by b) with c) of
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6. Christine cant remember where she has put her glasses. She looks very worried .it. a) of b) with c) about

5. Read the following words and put them into the right order so as to form correct statements: 1. annoyed/ the services/ people/ the constant/ GSM/ are/ with/ rises/ in the price/ of. 2. all/ James/ is/ very/ learning/ what/ he/ about/ the latest/ ICT/ can/ interested in/ technology. 3. the/ has/ appeared/ about/ Swedish/ screen/ is puzzled/ the/ new/ foreign/ language/ that/ on/ his/ computer/ scientist. 4. the complexity/ mother/ Wilmas/ is/ very/ by/ of the wireless/ disconcerted/ technology.

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Bibliography 1. Georgiana Gleanu-Frnoag, Englez, Lucman, 2000. Sinteze de Gramatic

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Redactor: Andreea DINU Tehnoredactor: Marcela OLARU Coperta: Cornelia PRODAN Bun de tipar: 11.09.2006; Coli tipar: 8,75 Format: 16/6186 Editura i Tipografia Fundaiei Romnia de Mine Splaiul Independenei, Nr. 313, Bucureti, S. 6, O. P. 16 Tel./Fax.: 316 97 90; www.spiruharet.ro e-mail: contact@edituraromaniademaine.ro 140