English 6 ECA Students Booklet

Instituto de Lenguas Fray Bernardo de Lugo
Level 6 agreement 46
Student’s guide
BOOKLET ENGLISH VI
DIVISION OF ADMINISTRATIVE
SCIENCES
RESOURCES COMPILED AND ADAPTED BY

Prof. Alfonso Vera Barrios
Prof. Stella Lozano Vega
Prof. Germán Tautiva Celis
Prof. Gustavo Armando Infante Márquez
Prof. Iván Danilo Ardila Pérez
Prof. Nubia Inés Prieto Grimaldos
Prof. Clara Helena Beltrán
ONLY FOR PEDAGOGICAL USE

Student’s guide
CONTENTS
UNIT 1 pg.3
WARM UP 4
READING 4
VOCABULARY 7
LISTENING 8
SPEAKING 10
WRITING 10
UNIT 2 pg.11
WARM UP 12
LISTENING 13
READING 13
SPEAKING 19
LISTENING 20
WRITI NG 22
SPEAKING 28
UNIT 3 pg.32
WARM UP 33
READING 34
SPEAKING 37
LISTENING 38
WRITING 39
SPEAKING 40
UNIT 4 pg.43
WARM UP 44
READING 44
WRITING 49
LISTENING 50
WRITING 51
SPEAKING 51
UNIT 5 pg.53
WARM UP 54
LISTENING 56
SPEAKING 57
WRITING 59
SPEAKING 62
Student’s guide
UNIT 1 INTRODUCTION
Based on:
Keegan, W. (1989). Global Marketing
Management. US: Pearson Eudcation.
Kotabe, M., & Helsen, K. (2014). Global

Marketing Manegement. Estados Unidos:
John Wiley & Sons.
Topic:
Introduction
Principal Objective:
Connect the English language to the bases of
the global marketing.
Secondary Reading Ss will get basic ideas in global marketing

objective:
Vocabulary Ss will work with relevant vocabulary to
marketing
Speaking Ss will use some common business idioms in

context
Writing Ss will work with the structure of an

international exam.
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INTRODUCTION TO GLOBAL MARKETING
WARM UP
Communication styles
Analyse the styles of communication.
In groups of two talk about which style of communication you have. Write down which of them you
represent and give 2 examples that will support your ideas.
Your style of communication - __________________________________
Examples ______________________________________________________
_______________________________________________________
READING
PRE-READING ACTIVITY
Discuss the following questions with a partner.
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1. Do you like fast food meals?
2. What are your favorite fast food restaurants? Why?
3. Have you ever eaten at McDonald´s?
4. Did you like the food there?
5. What do you know about McDonald´s?
MacDonald´s expands globally while adjusting Its Local Recipe

McDonald’s Corporation is a fast-food legend whose famous golden arches can be found in 118
different countries. The company is the undisputed leader in the quick-service restaurant (QSR)
segment of the hospitality industry, with more than twice the system-wide revenues of Burger King.
McDonald’s built its reputation by promising and delivering three things to customers: inexpensive
food with consistent taste regardless of location; quick service; and a clean, familiar environment.
The company was also a pioneer in the development of convenience-oriented features such as
drive-through windows and indoor playgrounds for children. Today, thanks to memorable
advertising and intensive promotion efforts, McDonald’s is one of the world’s most valuable
brands. The golden arches are said to be the second most recognized symbol in the world, behind
the Olympic rings. In the United States alone, McDonald’s typically spends about twice as much on
advertising as Burger King and Wendy’s.
Today, however, the company faces competitive attacks from several directions. During the 1990s,
a wide range of upscale food and beverage purveyors arrived on the scene. For example, consumers
began flocking to Starbucks coffee bars where they spent freely on lattes and other coffee-based
specialty drinks. The “fast-casual” segment of the industry that includes companies such as Panera
Bread, Cosi, and Baja Fresh is attracting customers seeking higher-quality menu items in more
comfortable surroundings. Meanwhile, Subway overtook McDonald’s as the restaurant chain with
the most outlets in the United States. Some industry observers suggested that, in terms of both food
offerings and marketing, McDonald’s was losing touch with modern American lifestyles.
Until recently, the picture appeared brighter outside the United States. Thanks to changing
lifestyles around the globe, more people are embracing the Western-style fast-food culture.
McDonald’s responded to the opportunities by stepping up its rate of new unit openings.
McDonald’s International is organized into three geographic regions: (1) Europe; (2) Asia/Pacific,
Middle East, and Africa (APMEA); and (3) Other Countries. In 2005, the offices of the country
heads for Europe and Asia were moved from headquarters to their respective regions; now, for
example, the head of APMEA manages his business from Hong Kong. Commenting on the
change,Ken Koziol, vice president of worldwide restaurant innovation, explained, “McDonald’s
was built on a strong foundation of a core menu that we took around the world but we need to make
sure we are more locally relevant. Taste profiles and desires are changing.”
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Asia-Pacific
The Indian market appears to hold huge potential for McDonald’s. In fall 1996, the company
opened its first restaurants in New Delhi and Bombay. In Delhi, McDonald’s competes with
Nirula’s, a quick-service restaurant chain with several dozen outlets; in addition, there are hundreds
of smaller regional chains throughout India. The U.S.-based Subway chain opened its first Indian
location in 2001; Pizza Hut, KFC, and Domino’s Pizza have also entered the market. The Pizza Hut
on Juhu Road in Bombay is housed in a three-story-tall building with large plate glass windows and
central air conditioning. On most nights a long line of customers forms outside.
Indian demand for meals from the major food chains is growing at a double-digit rate; annual total
sales exceed $1 billion. With those trends in mind, McDonald’s identifies strategic locations in
areas with heavy pedestrian traffic, such as the shopping street in Bandra in the Bombay suburbs.
Other restaurant locations include a site near a college in Vile Parle and another opposite the
Andheri train station; in all, McDonald’s India operated 208 locations at the end of 2010. Plans call
for opening another 40 outlets in 2011. Prices are lower than in other countries; most sandwiches
cost about 40 rupees (less than $1). Drinks cost 15 rupees, and a packet of French fries is 25 rupees.
A complete meal costs the equivalent of about $2.
Because the Hindu religion prohibits eating beef, McDonald’s developed the Chicken Maharaja
Mac specifically for India. Despite protests from several Hindu nationalist groups, the first
McDonald’s attracted huge crowds to its site near the Victoria railway terminal; customers included
many tourists from across India and from abroad as well as locals commuting to and from work. In
short order, however, Hindu activists renewed their protests, this time accusing the company of
using beef tallow in its cooking. Management responded by posting signs reading “No beef or beef
products sold here,” but the doubts raised by the controversy kept many potential customers away.
Since that time, McDonald’s has worked steadily to prove that it is sensitive to Indian tastes and
traditions. As is true throughout the world, McDonald’s emphasizes that most of the food
ingredients it uses—as much as 95 percent—are produced locally. In addition, to accommodate
vegetarians, each restaurant has two separate food preparation areas. The “green” kitchen is devoted
to vegetarian fare such as the spicy McAloo Tikka potato burger, Pizza McPuff, and Paneer Salsa
McWrap. Meat items are prepared on the red side. Even the mayonnaise is made without eggs.
Some of the new menu items developed for India are being introduced in Europe and the United
States.
Read the article and choose the sentence which best summarizes the main idea
1. McDonald´s expands globally while selling more goods imported from the US
2. McDonald´s is selling everywhere using local recipes
3. McDonald’s sells in the US adjusting its recipes to foreign tastes
Read the article again and answer the following questions.

1. In how many countries can McDonald´s be found?
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2. What three things did McDonald´s promise its customers?
3. What did some industry observers indicate?
4. How is McDonald´s organized internationally?
5. How many locations in India were operated by McDonald´s at the end of 2010?
Decide whether these statements are true (T) or false (F). Correct the false ones.
1. MacDonald’s was the restaurant that first implemented convenience-oriented features such
as drive-through windows and indoor playgrounds for children. T F
2. The golden arches are not a well-known symbol in the world. T F
3. Today the company is being challenged with attacks from its competitors T F
4. In fall 1969, the company opened its first restaurants in New Delhi and Bombay T F
5. Restaurants do not have two cooking zones in India T F
VOCABULARY
Choose five (5) new words from the text and find their synonyms, antonyms and meaning in
Spanish. Then make a sentence using the new word. Example:
New word Synonyms (1 or 2) Antonyms (1 or 2) Meaning in Spanish
Development (noun) Elaboration, Abbreviation, Desarrollo, avance

expansion, unfolding, compression
evolution, progress
Embracing Hug Release abrazo
Railway subway Way board Via ferrea
receipts Expenses Ingresos

Revenues
anyway dominate independiente

Regardless
Strain relaxed Esfuerzo

Efforts
E.G. There have been some difficulties in the development of the project.
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__________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________________________
___________________________________________________________________________
LISTENING
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https://www.youtube.com/watch?v=ch9OjWY6hjE&ab_channel=Marketing91
(0:00 – 7:56)
1. According to the video, what aspect is NOT mentioned there?
a) International Marketing examples.
b) Benefits of international marketing
c) International marketing in Colombia
d) Challenges in International Marketing
2. Taking into account the international marketing issues presented in the video, can we say that
cultural boundaries and language problems are part of the challenges of International Marketing ?
a) Yes
b) No
c) It doesn’t say
3. In terms of turnkey projects, which one of these statements is NOT TRUE?

a) Suzlon is not a leading company in India
b) They offer their customers turnkey solutions.
c) Their customers have a lifelong support package
d) Their services encompass the whole range of wind energy projects.
SPEAKING
Get in groups of 4 and discuss the questions below. Which expressions don’t you recognize?
1. Have you ever gotten off on the wrong foot with someone? What happened? Were you able to
eventually have a good relationship with the person? Tell your group about it.
2. Tell your group about a time you had to play hardball with someone. What happened? Tell your
group about a time someone played hardball with you. What happened?
3. Do a lot of business transactions occur under the table in your country? Have you ever worked
under the table? Do you think it’s wrong to pay employees under the table? When is it okay?
4. What are some things people do to get their foot in the door at a company?
5. Tell your group about a tough break you’ve had.
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6. What is something that you’ve done so much that it’s second nature to you? Is speaking English
second nature to you?
7. Do you usually stand your ground in an argument, or do you normally give in? Explain.
8. Tell your group about a time you had to talk someone into something.
9. Tell your group about a time you had to talk someone out of something.
10. Tell your group about a time you had to throw in the towel because you weren’t able to do
something.
11. Can you think of any interesting business ideas that involved thinking outside the box? Tell
your group about them.
12. In a nutshell, what is your role with your company?
13. Have you ever gone the extra mile for your employer? What did you do? Tell your group about
it.
Write down the new expressions for your group and its meaning.
WRITING
In pairs and according to the teacher’s instructions solve the part 3 of the Writing Section of the
PET exam:
https://www.cambridge-exams.ch/sites/default/files/pet_reading_and_writing.pdf
UNIT 2 THE GLOBAL MARKETING ENVIRONMENT.
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Based on:

John Wiley & Sons.
Topic:
The global marketing environment.
Use the English language focused on the
global marketing environment
Secondary Reading Ss will identify the language risks in

objective: international business.
Vocabulary Ss will recognize and connect the vocabulary

of the text.
Speaking Ss will be able to present and support their

decision of the language used.
Writing Ss will be able to write a formal business

letter.
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UNIT 2 THE GLOBAL MARKETING ENVIRONMENT.

WARM UP
1. Match the word with the explanation:
Brand An elongated poster used to promote a product. Today,

people see banners in print form on buildings or on the top of
company websites.
Banner A small electronic and/or paper promotion that helps market a

product by giving the recipient a discount off of their
purchase.
Billboard When someone famous uses their own image to help promote
a particular product. Many famous musicians and DJ’s do this
for their favourite instrument, and many famous Hollywood
actors do this regularly.
Coupon A comprehensive representation of a company with a

particular product. For example, the Adidas three stripes logo,
its shoes with that design, and all of its apparel are
representations of the Adidas brand.
Endorsement A short song or melody that helps sell a product through

visual or audio media. Often companies will license popular
songs by famous performers like The Ramones, Aretha
Franklin, or The Black Keys to act as their jingle.
Jingle Large, outdoor posters that advertise products. You often see
these on top of large city buildings or on the side of the
motorway.
Press kit A special saying made from a few words that helps identify
the company or brand. Think Coca-Cola’s ‘The Real Thing’,
Nike’s ‘Just Do It’, or Ford’s ‘Built tough’.
Slogan A media package of brochures, coupons, and other assorted

free materials sent to various outlets to help promote a
product. Film companies often issue these to magazines or
audience members to help give their new film exposure.
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LISTENING
https://www.youtube.com/watch?v=UdCcbT23Qkk&t=63s
a. Have you heard of any other marketing failures? Which one?
b. From the vocabulary seen before the video, retell the mistakes presented on the video.
READING
1. What do you think are the difficulties when entering a new international market? List them
and share (three examples).
2. Google examples of the previous list.
3. What do you think is a good strategy to approach these difficulties?
LANGUAGE IN MARKETING.
Taken from “global marketing management, Kotabe, M., & Helsen, K. (2014)”.
1- In developing a line of talking dolls targeted at children in China, a major hurdle for Fisher-Price
engineers was the Mandarin ‘‘sh’’ sound, which involves a soft hiss that was difficult to encode on
sound-data chips. In the end, Fisher-Price was able to resolve the issue of recording the phrase ‘‘It´s
learning time’’ in Mandarin1.
2- The Fisher-Price problem is just one illustration of many language-related challenges that
international marketing managers need to wrestle with. Language is often described as the most
1 ‘‘Fisher-Price Talks Mandarin,’’ The Wall Street Journal, June 2, 2008, p. 28.
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important element that sets human beings apart from animals. Language is used to communicate
and to interpret the environment. Two facets of language have a bearing on marketers: (1) the use
of language as a communication tool within cultures and (2) the huge diversity of languages across
and often within national boundaries. Let us first consider the communication aspect. As a
communication medium, language has two parts: the spoken and the so-called silent language. The
spoken language consists of the vocal sounds or written symbols that people use to communicate
with one another. Silent language refers to the complex of nonverbal communication mechanisms
that people use to get a message across. Edward Hall identified five distinctive types of silent
languages: space, material possessions, friendship patterns, time, and agreements. Space refers to
the conversation distance between people: close or remote. The second type, material possessions,
relates to the role of possessions in people’s esteem of one another. Friendship patterns cover the
notion and treatment of friends. Perceptions of time also vary across cultures. Differences exist
about the importance of punctuality, the usefulness of ‘‘small talk,’’ and so forth. The final type
refers to the interpretation of agreements. People in some cultures focus on the explicit contract
itself. In other cultures, negotiating parties put faith in the spirit of the contract and trust among one
another. Not surprisingly, a given gesture often has quite different meanings across cultures.
3- In Japan, scribbling identifying cues on business cards is a major violation of basic business
etiquette. On the other hand, foreigners (gaijin) are not expected to engage in the bowing rituals
used for greeting people of various ranks. 2 Other examples abound of silent language forms that are
harmless in one society and risky in others. It is imperative that managers familiarize themselves
with the critical aspects of a foreign culture’s hidden language. Failure to follow this rule will
sooner or later lead to hilarious or embarrassing situations.
The huge diversity of languages poses another headache to multinational companies. Language is
often described as the mirror of a culture. The number of ‘‘living’’ languages is estimated to be
6,912, though most of these are spoken by very few people. 3
4- Differences exist across and within borders. Not surprisingly, populous countries contain many
languages. In India, Hindi, spoken by 30 percent of the population, is the national language but
there are 14 other official languages. 4 Papua New Guinea, an island nation in the southern Pacific
Ocean, has around 715 indigenous languages. Even small countries show a fair amount of language
variety. Switzerland, with a population of nearly 7.5 million people, has four national languages:
German (spoken by 63.7 percent of the population), French (20.4 percent), Italian (6.5 percent), and
Romansch (0.5 percent).5
5- Even within the same language, meanings and expressions vary a great deal among countries that
share the language. A good example is English. English words that sound completely harmless in
one English-speaking country often have a silly or sinister meaning in another Anglo-Saxon
country. Until fifteen years ago, Snickers bars were sold under the brand name Marathon in the
United Kingdom. Mars felt that the Snickers name was too close to the English idiom for female
2 ‘‘When Fine Words Will Butter no Parsnips,’’ Financial Times, May 1, 1992.
3 http://gamma.sil.org/ethnologue, accessed on September 12, 2008.
4 These are: Bengali, Telugu, Marathi, Tamil, Urdu, Gujarati, Malayalam, Kannada, Oriya, Punjabi, Assamese, Sindhi, and Sanskrit. Hindustani,
a mixture of Hindi and Urdu, is not an official language, though widely spoken.
5 Note though that only the first three are official languages, http://www.cia.gov/cia/publications/factbook/geos/sz.html, accessed December 30,
2005.
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lingerie (knickers).6 Cert, a London-based consultant, offers a few rules of thumb about talking to
non-native
English speakers in English:
1. Vocabulary. Go for the simplest words (e.g., use the word rich instead of loaded, affluent, or
opulent). Treat colloquial words with care.
2. Idioms. Pick and choose idioms carefully (for instance, most non-U.S. speakers would not grasp
the meaning of the expression nickel-and-diming).
3. Grammar. Express one idea in each sentence. Avoid subclauses.
4. Cultural references. Avoid culture-specific references (e.g., ‘‘Doesn’t he look like David
Letterman?’’).
5. Understanding the foreigner. This will be a matter of unpicking someone’s accent. If you do not
understand, make it seem that it is you, not the foreigner, who is slow.
6- Language blunders easily arise as a result of careless translations of advertising slogans or

product labels. Toshiba once had a commercial jingle in China that went ‘‘Toshiba, Toshiba.’’
Unfortunately, in Mandarin Chinese, Toshiba sounds a lot like ‘‘let’s steal it’’ (tou-chu-ba). The
English version of a newspaper ad campaign run by Electricite de France (EDF), the main
electricity supply firm in France, said that the company offered ‘‘competitive energetic solutions’’
and was ‘‘willing to accompany your development by following you on all of your sites in Europe
and beyond.’’7
Certain concepts are unique to a particular language. For example, an expression for the Western
concept of romance does not exist in languages such as Chinese, Thai, Malay, and Korean. 8 Exhibit
4-2 shows an example of Chinglish.9 The exhibit is part of a hotel manual that one of us found in a
guesthouse in Shanghai.
EXHIBIT 4-2
NOTICE TOGUESTS
1. Show the valid ID card as stated when registering with the Front Office.
2. Please don’t make over or put up your guest or your relatives or your friends for the night without
registering.
3. Please don’t damage and take away, the furniture and equipment in the hotel or something
borrowed from the Main Tower and change their usages. If happened, We will claim for damage
and loss.
4. Please don’t take the things which are subject to burning, explosion, rolling into the Main Tower.
Please throw the cigarette march into the ashtray when smoking in the room. Please don’t smoking
when lying in the bed.
5. Please don’t commit illegal behaviours like gambling, smuggling, whoring, selling drugs. Please
don’t pick fruit and flower and vomit anywhere, Please don’t take the animal and usuall smell
things into the hotel.
6. Keep quiet in the hotel, please don’t fight and get truck and create a disturbance in the hotel. The
security department will handle the person who damage Severely, the order, endanger others’ rest,
even body safety, according to public security clauses.
6 Masterfoods recently launched a new energy bar in the United States under the Snickers Marathon brand name.
7 ‘‘The Case of the Misleading Coffin,’’ Financial Times, June 21, 1999, p. 12.
8 Jocelyn Probert and Hellmut Sch€utte, ‘‘De Beers: Diamonds Are for Asia,’’ INSEAD-EAC, Case Study 599-011-1 (1999).
9 See http://www.pocopico.com/china/chinglish.php for some other amusing cases of Chinglish.
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7. Guest are advised to deposit their valuables in the Front Office safe. In case of burglary or theft,
the hotel haven’t responsibility for it.
8. Please don’t use dangerous electrical equipment except hair dryer, shaver.
9. The service hour of the hotel is 8:00 am to 10:00 pm the visitor should leave the hotel before
11:00 pm.
10. Please pay attention to and observe all regulations of the hotel. The hotel have access to
depriving the quantity of staying of the people who transgress the rules above the neglect the
dissuading.
Source: Hotel manual of a guesthouse in Shanghai.
7- Mistranslations may convey the image that the company does not care about its customers
abroad. Several techniques can be used to achieve good translations of company literature. With
back translation, a bilingual speaker—whose native tongue is the target language—translates the
company document first in the foreign language.
8- Another bilingual translator—whose native tongue is the base language—then translates this
version back into the original language. Differences between the versions are then resolved through
discussion until consensus is reached on the proper translation.
9- Firms doing business in multilingual societies need to decide what languages to use for product
labels or advertising copy. Multilingual labels are fairly common now, especially in the European
market. Advertising copy poses a bigger hurdle. To deal with language issues in advertising copy,
advertisers can rely on local advertising agencies, minimize the spoken part of the commercial, or
use subtitles.
10- In markets such as China, marketers also need to decide whether to keep the original brand or
company name or whether to adopt a localized brand identity. Many multinationals in China have
localized their brand names by creating equivalent names that sound like their global name with a
positive meaning in Chinese. Hewlett-Packard, for instance, adopted Hui-Pu as its Chinese brand
name. Hui means ‘‘kindness’’ and Pu means ‘‘universal.’’ Other companies take a different track
and translate their name using characters that do not necessarily have the same sound as the original
name. In 2002, Oracle, following a brainstorming session with its Chinese executives, adopted the
name JiaGuWen. The literal translation means the recording of data and information, a nice fit with
Oracle’s core business. Apparently, the meaning of the phrase stems from a time when tortoise
shells were used to record the prophecies from an oracle during the Shang dynasty (16th to 11th
century B.C.E.).
ORACLE CORPORATION—MARKETING BY LANGUAGE
11- In 2000, Oracle Corporation, the leading California-based software maker, rebuilt its marketing
organization by setting up regional teams by language instead of country specific teams. Oracle
expected that the move might save up to $100 million each year. A team based in France handles all
French-language marketing in countries such as France, Belgium, Switzerland, and Canada. A
Spanish-language team runs the marketing in Spain and Latin America. Teams for seven other
languages—English, Japanese, Korean, Chinese, Portuguese, Dutch, and German—cover Oracle’s
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other markets. Through this overhaul, Oracle not only hopes to save money but also to gain more
consistency and control over its marketing messages. Given that Oracle is a high technology
company, localization is less of an issue. Mark Jarvis, Oracle’s senior vice president, worldwide
marketing, notes that: ‘‘Our product is identical in every market, and the way we sell it is identical,
so why would we want local teams changing the message?’’
12- Oracle also decided to get rid of its 60-plus country-specific websites. According to Jarvis:
‘‘Sixty-two websites are a great excuse for high costs—you need 62 Webmasters, and you have 62
opportunities to have the wrong logo, wrong tagline or wrong marketing message. All of that
becomes really simple when you have one Website managed at headquarters.’’ First time visitors to
www.oracle.com now need to register their country. They receive local information when they log
in afterward. Oracle uses the Web as its key marketing tool because it is cheap, direct, and can have
a much higher response rate than more traditional forms of direct marketing.
One piece of direct mail that went out to 500 CEOs had a 0.1 percent response rate. Personalized e-
mail targeting the same audience had a 76 percent response rate 10.
Source: ‘‘Marketing by Language: Oracle Trims Teams, Sees Big Savings,’’ Advertising Age International
(July 2000): 4, 38.
A. Based on the previous texts, answer the following questions:
1. Two aspects in terms of language that influence marketing are (choose two):
a. The language as a selling tool
b. The variety of language in a nation
c. The language as an exchange of ideas tool
d. The main language in a nation
2. Edward Hall identified five distinctive types of silent languages, from the following aspects
which one is not correct:
a. Agreements: The interpretation as an agreement of aspects like body language or

written documents depending on the culture.
b. Space: The distance between people.
c. Friendship patterns: How physically alike a as person is to your family.
d. Material possessions: The perception you get from the belongings of a person.
3. Translation failures are things to be aware of, even in the same language but in different
locations. The text mentioned that Snickers made a change of brand in the UK due to:
a. The word was difficult to pronounce

b. When they pronounced it, they omitted the pronunciation of the “r” and it was
confusing
c. There was already a product with that name there.
d. The pronunciation was similar to a word they use to say underwear.
4. The text proposes a back translation method to avoid mistranslations, Choose the most
accurate one:
10 ‘‘Ancient Symbolism in a New Oracle Logo,’’ Ad Age Global (May 2002): 12.
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a. With a translator that does it in the native language, another for the target language and
a final agreement
b. With an internet translator and a human translator to correct it.
c. With a multiple language speaker
d. With a translator that lives in the country and moves to the target country to get an
agreement.
5. At the end of the text there is a reading “ORACLE CORPORATION—MARKETING BY

LANGUAGE”, what is this “overhauling” they refer to:
a. To create multiple webpages in different languages.

b. To hire several webmasters to be in charge of one webpage in each country.
c. To sell just in English so the others language speakers will be forced to get the idea of
the products in English without any terms problems.
d. To have different teams in each language that will guide the custumer in a webpage that
can be addressed to this specific language team.
B. Bold face word exercise:
6. What is the meaning you can infer from the word wrestle with in the second paragraph?
R:_______________________________________________________.
7. What is the meaning you can infer from the word have a bearing on in the second paragraph?
R:_______________________________________________________.
8. What is the meaning you can infer from the word blunders in the sixth paragraph?
R:_______________________________________________________.
9. What is the meaning you can infer from the word convey in the seventh paragraph?
R:_______________________________________________________.
10. What is the meaning you can infer from the word issue in the eleventh paragraph?
R:_______________________________________________________.
C. According to Cert, the London-based consultant, who offers a few rules of thumb about talking
to non-native English speakers in English, write one example of each aspect in Colombian
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advertising campaigns that can have problems in those aspects, after that give your opinion of a
correct translation avoiding incurring them.
SPEAKING
1 In terms of speaking we have some language that can help us to express better our ideas, from the
list below organize the sentences into the right column.
A. Compared to…,… Unlike… J. I’d like to share my experience of…
B…, whereas… In contrast,… K. In general,…/ Generally,…

Almost all Japanese people…
L. I have personal experience of this.
C. (Just) the other day…/ A couple of weeks
ago… A few years ago,… M. In my (limited/ substantial) experience,…
D. A memorable/ typical/ shocking N. My own experience of this is…

experience I had was…
O. There are exceptions of course but…
E. An experience of this which stands out … tend to…
is…
P. In most cases,…
F. I have found that…
Q. When I was in my (early/ mid/ late) teens,
G. I have only experienced this once but… I …
once…
R. It’s (exactly/ almost exactly/ more or less)
H. The vast majority of people… the same as…
I. I will never forget the time when… S. It’s very similar to…
Generalising Talking about personal Comparing and contrasting

experience
SPEAKING
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a. In groups of 3 or 4 people, mention 5 typical Colombian products and their slogan.
b. Google one ad of each product and choose one, the one that you consider is catchy
(pleasing and easy to remember).
c. In groups you are going to adapt the ad you choose and present it in English (including the
product slogan).
LISTENING
a. What are the most common fast food restaurants in Colombia?

b. Have you ever eaten in Mc Donald’s? What is your opinion
c. Which are the competitors of it in Colombia?
Taken from https://www.youtube.com/watch?v=RvOv5whZ-a0

1 Look at the four sentences for this part. (0:0 – 2:12)
You will hear to the marketing director, Molly Starmann, talking about McDonald’s.
Decide if each sentence is correct or incorrect.
If it is correct, put a tick next to A for YES. If it is not correct, put a tick next to B for NO.
1) She thinks the competition is getting easier.

a. yes.
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Student’s guide
b. no.
2) Mc’Donald’s started to care about product quality after people started to doubt about it.
a. yes.
b. no.
3) Since 2008 they have started to focus more on the product material quality in terms of marketing.
a. yes.
b. no.
4) “Proof points” is a term used in Mc Donald’s marketing referring to “facts”
a. yes.
b. no.
2. You will hear the marketing director, Molly Starmann, talking about Mc Donald’s. Complete the
notes taken by a student about her speech.For each question, fill in the missing information in the
numbered space. (2:13- 4:16)
"McDonald's: Analyzing the Marketing Environment"
Mc Donald’s supported the messages about quality in advertising and packaging:
The quality message and those proof points have actually been incorporated into all of the 5)
_____________ and 6) ____________ that they put forth telling the true about their ingredients.
About advertising, they have TV for adults 18 to 49, they have a lot of 7) _________ with facts
about their ingredients and a robust website, with all the facts about their food as the nutritional
aspect, what is really compelling about the website is that it’s very 8) _________, customers can
ask questions about anything.
They use packaging to get the message out with those facts, one cup might have information of their
apples or their eggs, packaging for them is a way to communicate their 9) ________ story so that is
a key part of their marketing 10) __________ as well.
3. Keeping the idea of Mc Donald’s, here we have something called “The Big Mac Index”:
Taken from “Global Marketing Keegan, W. (1989)”
21
Student’s guide
Given that currencies fluctuate in value, a reasonable question to ask is whether a particular
currency is over- or undervalued compared with another. Recall from the chapter discussion that a
currency’s value can reflect government policy (as in the case of China) or market forces. One way
to approach the question is to compare world prices for a single well-known product: McDonald’s
Big Mac hamburger. The so-called Big Mac Index is a “quick and dirty” way of determining which
of the world’s currencies are weak or strong. The underlying assumption is that the price of a Big
Mac in any world currency should, after being converted to dollars, equal the price of a Big Mac in
the United States. (Similar indexes have been proposed based on the price of Starbucks coffee and
IKEA furniture.)
A country’s currency would be overvalued if the Big Mac price (converted to dollars) is higher than
the U.S. price. Conversely, a country’s currency would be undervalued if the converted Big Mac
price is lower than the U.S. price. Economists use the concept of purchasing power parity (PPP)
when adjusting national income data to improve comparability. For example, let’s take as given that
the average U.S. price of a Big Mac is $3.73; in China, the price is 14.5 yuan. If we divide 14.5 by
6.65 (yuan/dollar exchange rate), we get 2.18. Because this converted price is less than the U.S.
price, the yuan must be undervalued. In other words, based on the U.S price for a Big Mac, the
yuan/dollar exchange rate ought to be 3.88/$1 rather than 6.65 to $1. Make sure you understand that
if the exchange rate changes from 6.65 to the dollar to 3.88 to the dollar the yuan has strengthened
relative to the dollar. India is not included in the Big Mac Index. Can you explain why?
a. Using the following data, compute the price of a Big Mac in Norway, Mexico, and Thailand.
What is the equivalent price in dollars?
b. Is it higher or lower than the U.S. price?
c. How much is the kroner (or baht or peso) over- or undervalued? After that do it with COP
(Colombian pesos)
• Norway price: Kroner 45; exchange rate: 6.25/$1
• Thailand price: Baht 70; exchange rate: 32.3/$1
• Mexico price: Peso 32; exchange rate 12.8/$1
WRITING
1. To start with, in this part we will work with writing topic sentences, supporting sentences, and
concluding sentences which are really important in properly writing texts:
22
Student’s guide
23
Student’s guide
24
Student’s guide
25
Student’s guide
2 There are two sentences in each list that don’t go with the genre of the list. Circle the odd one:
Formal Letter Closing
Respectfully,
Respectfully yours,
Sincerely, Formal Letter Salutations
Sincerely yours,
Yours respectfully, Best wishes,
Yours sincerely, Dear Hiring Manager
To Whom It May Concern Dear Human Resources Manager
Yours truly, Dear Sir or Madam
Cordially, Best regards,
Cordially yours, Dear First Name (if you know the person
Gentlemen well)
With gratitude, Dear Mr. White and Ms. Smith
With sincere thanks,
3. A client is asking you to do a benchmark and give him your opinion so you are going to write a
letter telling the investor which one you consider the best option to invest in from the following:
Taken from: https://aaronallen.com/blog/opening-a-restaurant/cost-of-opening-restaurant
Follow the pointers of a letter and use the vocabulary seen in this unit.
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Student’s guide
Structure of a formal business letter:
Taken from http://ordek.greenfixenergy.co/parts-of-letter/
PET SPEAKING
In groups of three it is going to be a mock of the speaking part of PET. One person will be the
examiner and the other two the presenter, you can swap groups and examiner according to teacher’s
instructions.
Part one
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Student’s guide
(2 – 3 minutes) [to both candidates]
In the next part, you are going to talk to each other. I’m going to describe a situation to you.
You won a competition to visit a new country. You’re going to travel together for one week. Talk
together about where you would like to go and decide which place you will choose.
Here is a picture with some ideas to help you. Just think for a few seconds.
[give picture and give candidates a few moments to look at the picture]
I’ll say that again.

You won a competition to visit a new country. You’re going to travel together for one week. Talk
together about where you would like to go and decide which place you will choose.
All right? Talk together.
[give candidates about two minutes to talk together]
Taken from:
https://goo.gl/ycoZd4
Part 2
(3 minutes) [to both
candicates]
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Student’s guide
Now, I’d like each of you to talk on your own about something. I’m going to give each of you a
photograph of people working.
(Candidate A) (Candidate A), here’s your photograph.
[give Candidate A photo]
Taken from : https://es.wikipedia.org/wiki/Archivo:Grand-Peoples-Study-House-Computer-Lab.jpg
Please show it to (Candidate B) but I’d like you to talk about it. (Candidate B), you just listen. I’ll
give you your photograph in a moment.
(Candidate A), please tell us what you can see in your photograph. Thank you. Can I have the
booklet please?
[Take back photo]
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Student’s guide
(Candidate B), here’s your photograph.[give student B photo]
Taken from :
https://es.m.wikipedia.org/wiki/Archivo:Vendanges_-_c%C3%B4tes_de_Beaune.JPG
It also shows people working. Please show it to (Candidate A) and tell us what you can see in the
photograph.
Thank you. Can I have the booklet please?
[Take back photo]
Part 3
(3 minutes) [to both candidates]
Your photographs showed different people working. Now I’d like you to talk together about the
kind of jobs you want to have, and find out why you enjoy these jobs.
[Give candidates about two minutes to talk together. Do not join in unless they have problems,
for example to offer a comment.]
Thank you. That’s the end of the test.
UNIT 3 APPROACHING GLOBAL MARKETS.
Based on: Keegan, Warren J.
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Student’s guide
Global marketing / Warren J. Keegan, Mark
C. Green.—7th ed.
p. cm. Includes bibliographical references and
index.
ISBN 978-0-13-271915-5 (pbk.: alk. paper)
1. Export marketing. I. Green, Mark C. II.
Title.
HF1416.K443 2013 658.8'4—dc23
2011043720
Topic: How to approach Global marketing
Principal Objective: Use the English language in different

activities related to global marketing
approaches.
Secondary Reading Ss will identify specific information about

objective: sources of market information.

of the text.
Speaking Ss will be able to understand the importance

of using conversation strategies in order to
keep a conversation going.
Writing Ss will be able to write a report on aspects to

facilitate the approach of global markets.
UNIT 3 APPROACHING GLOBAL MARKETS.
WARM UP
How much do you know about global marketing concepts?
1: Can you give a definition of the next words?
Developing country: _______________________________________________

Outsourcing: ____________________________________________________
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Student’s guide
2: Check your definition with your classmates, is it similar or different form yours? Can you
complement your own definition?
3: In pairs use the clues in order to complete the next crossword puzzle about Global marketing
environment. Use the words from the following list:
Agents - Developing Country – Dumping – Embargo – Exporting - Global Brand –

Globalization - Gross Domestic Product (GDP) – Importing - Joint Venture - Outsourcing –
Quota
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Student’s guide
Elaborated with https://www.puzzle-maker.com/crossword_Design.cgi

Information taken from: https://quizlet.com/71591352/global-marketing-vocabulary-international-english-
flash-cards/
4: Compare your answers with another pair, could you identify all the words?
READING
1: How do you think companies can collect information from the marketing context?
________________________________________________________________________________
_______________________________________________________________________________ .
2: Read the next article about different sources of market information.
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Student’s guide
Sources of Market Information
Although environmental scanning is a vital source of information, research has shown that
headquarters executives of global companies obtain as much as two-thirds of the information they
need from personal sources. A great deal of external information comes from executives based
abroad in company subsidiaries, affiliates, and branches. These executives are likely to have
established communication with distributors, consumers, customers, suppliers, and government
officials. A striking feature of the global corporation—and a major source of competitive strength—
is the role that executives abroad play in acquiring and disseminating information about the world
environment. Headquarters executives generally acknowledge that company executives overseas are
the people who know best what is going on in their areas. The following is a typical comment of
headquarters executives:
Our principal sources are internal. We have a very well-informed and able overseas
establishment. The local people have a double advantage. They know the local scene and
they know our business. Therefore, they are an excellent source. They know what we are
interested in learning, and because of their local knowledge they are able to effectively
cover available information from all sources.
The information issue exposes one of the key weaknesses of a domestic company: Although more
attractive opportunities may be present outside existing areas of operation, they are likely to go
unnoticed by inside sources in a domestic company because the scanning horizon tends to end at the
home-country border. Similarly, a company with limited geographical operations may be at risk
because internal sources abroad tend to scan only information about their own countries or regions.
Direct sensory perception provides a vital background for the information that comes from human
and documentary sources. Direct perception gets all the senses involved. It means seeing, feeling,
hearing, smelling, or tasting for oneself to find out what is going on in a particular country, rather
than getting secondhand information by hearing or reading about a particular issue. Some
information is easily available from other sources but requires sensory experience to sink in. Often,
the
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Student’s guide
background information or context one gets from observing a situation can help fill in the big
picture. For example, Walmart’s first stores in China stocked a number of products—extension
ladders and giant bottles of soy sauce, for example—that were inappropriate for local customers.
Joe Hatfield, Walmart’s top executive for Asia, began roaming the streets of Shenzhen in search of
ideas. His observations paid off; when Walmart’s giant store in Dalian opened in April 2000, a
million shoppers passed through its doors in the first week. They snapped up products ranging from
lunch boxes to pizza topped with corn and pineapple.
3: With your own words and based on the reading, Answer the next questions.
a. Where does most of deal external information come from?

________________________________________________________________________________
_______________________________________________________________________________ .
b. What do executives say about local people in the marketing context?

________________________________________________________________________________
_______________________________________________________________________________ .
c. What is a negative aspect of information issue?

________________________________________________________________________________
_______________________________________________________________________________ .
d. What aspects are involved in the direct sensory perception and what is its objective?
________________________________________________________________________________
_______________________________________________________________________________.
e. Can you give an example of a store and situation similar to the one that is mentioned about
Walmart?
________________________________________________________________________________
_______________________________________________________________________________ .
SPEAKING
Speaking is a very important skill to develop in global marketing context, when you meet agents,
executives or customers. In order to make a business you have to implement a series of strategies
but these strategies are not only for speaking, listening is very important too if you want to cause a
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good impression on the other person. That is why it is important to start and continue practicing
these two skills simultaneously.
In groups of 2-3 students discuss about the following topics:

a. Ways that economic growth can be achieved in Colombia (Support your ideas).
b. According to experts, the oil reserves might go dry in 2025. What would the National
Government do in order to avoid an economic crisis, taking into account that our economy depends
a lot from the oil industry? (e.g. Start investing money in other sectors such as ecotourism). Make
some notes in the box below.
LISTENING
1. What do you know about exporting to Colombia? Can you mention some ideas with your
partner?
________________________________________________________________________________
2. Listen to the next audio (video) about exporting to Colombia write T for true or F for false for the
next statements. Correct the false ones.
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Student’s guide
Taken from: https://www.youtube.com/watch?v=Vn77LPcz-4k
True False
a. In Colombia the security situation has improved a little.

_____________________________________________________
b. The improvements in security started with the Free trade agreement with the
European Union.
_____________________________________________________
c. Taxes aren’t paid on a high percentage of American products entering

Colombia.
_____________________________________________________
d. The top 3 sectors that have improved in Colombia are infrastructure, defense
and textiles.
_____________________________________________________
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e. It is recommendable for foreign companies to learn about some aspects of
Colombian culture.
_____________________________________________________
3. Watch to the video again and complete the ideas with the words you hear (each line is a word).
The improvements in the security and infrastructure situation come on the heels of the _____ _____
________ with the U.S.
You can receive counseling on ____ ____ ________ ___ _________
It is a large market, almost ___ ________ __________
Colombians is very interested in U. S products, they like the _________ __ ___ ___________.
U.S. companies should try to take advantage of the ______________ _________
WRITING
1. Write a 80 word composition on how to facilitate the approach to global markets, consider
the next aspects:
● Introduction
● 3 ideas to approach global markets
● Each idea must have its respective arguments
● Your opinion can be included
● Conclusion
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
_ ___
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________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
____________________________________________________________________________
SPEAKING
In this section you will prepare (in class) an individual or in pairs oral presentation on the global
market, here are some recommendations:
1. Using the previous section as an example (writing, think about some idea on how to facilitate the
approach to global market) you will think about how to approach to European companies’ markets,
you can do some online research about it.
For the speaking you have to pay attention to the next requirements
● Choose a European country

● Make a short Introduction about that country
● 3 ideas to approach global markets in that culture
● Each idea must have its respective arguments
● Your opinion can be included
● Conclusion
In order to help you in your presentation here are some expressions that you can use:
Functional Language For Speaking

Generalising
Almost all Japanese people…
In general,…/ Generally,…
The vast majority of people…
People in my generation… People my age…
There are exceptions of course but…
… tend to…
In most cases,…
Talking about personal experience

I have…
I have personal experience of this.
(Just) the other day…/ A couple of weeks ago… A few years ago,…
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Student’s guide
A memorable/ typical/ shocking experience I had was…
An experience of this which stands out is…
I had a bad experience with this.
I have found that…
I have only experienced this once but… I once…
I was affected by this when…
I will never forget the time when…
I’d like to share my experience of…
In my (limited/ substantial) experience,…
My first/ last experience of this was…
My own experience of this is…
One day,…
Something happened to me when… When this happened to me…
During one of the times this happened to me… When I was in my (early/ mid/ late) teens,…
Giving strong opinions

In my honest opinion,…
I’m convinced that…
I really think that…
Frankly,…
I strongly believe that…
I’m absolutely certain that…
I’m positive that…”
It seems clear to me that…
I would definitely say that…
…without a doubt
Giving weak opinions/ Expressing uncertainty and speculating

It’s very difficult to predict the future but… It could/ might/ may/ must have been…
I’m no expert on this, but…
To the best of my knowledge,… As far as I know,…
I would guess/ imagine that… I guess/ imagine/ suppose…
I’ve never really thought about this before, but… Off the top of my head,…
I’m not sure, but…
I don’t remember very well, but… If I remember correctly,…
It was a long time ago, but I think…
I don’t have many memories of… but… This is just a guess but…
Correcting yourself
I meant to say…
Let me try to answer that again. I…
I mean…
Let me start again. What am I saying?
That’s wrong. What really happened was…
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Student’s guide
I’m not sure that I’ve explained myself properly…
I said… but in fact…
Pausing for thought

That’s a difficult question.
Let me think about it for just a moment.
I’ve never thought about that before.
Let me see.
Well…
Errrrr/ Ummmm
I can’t think of the word (in English) but it’s a kind of… Let me have a look at the question again.
What else was I supposed to say? Oh yes,… What was the last point again? Oh yes, …
Comparing and contrasting

It’s (exactly/ almost exactly/ more or less) the same as…
It’s very similar to…
(much much/ much/ a lot/ a great deal/ considerably/ quite a lot/ slightly/ a bit/ a little/ a tiny / a
bit) more …than…/ less… than…/…er (not) (nearly) as… as…
Compared to…,… Unlike…
…, whereas… In contrast,…
(totally/ completely/ quite a lot/ a bit/ slightly) different
Starting the presentation

I’d like to speak about…
The topic of my presentation is…
I’ve chosen to talk about… What I want to talk about is…
I’ve decided to speak about…, because…
The only thing I could think of to talk about is… I had difficulty choosing a topic, but…
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Student’s guide
UNIT 4 GLOBAL MARKETING MIX
Based on:

John Wiley & Sons.
Topic:
Global marketing mix.
Identify some differences in global
marketing.
Secondary Reading Ss will predict and identify specific

objective: information in a text
Vocabulary Ss will use terms related to differences in

marketing
Speaking Ss will present information about a well-

known product
Writing Ss will use business language in an opinion

essay.
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Student’s guide
UNIT 4 GLOBAL MARKETING MIX

WARM UP
1. What does the graphic below suggest to you?

_________________________________________________________________
2. What do you know about the global marketing mix?
_________________________________________________________________
Taken from: https://www.google.com/search?

q=global+marketing+mix&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj2g4XTuabcAhUyuVkKHSlmCl
QQ_AUICigB&biw=1904&bih=928#imgrc=-8FUokJHgZ9tuM:
READING
Read the following text about the global marketing mix.
Basic Product Concepts
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Student’s guide
1. The product P of the marketing mix is at the heart of the challenges and opportunities
facing global companies today: Management must develop product and brand policies and
strategies that are sensitive to market needs, competition, and the company’s ambitions and
resources on a global scale. Effective global marketing often entails finding a balance between the
payoff from extensively adapting products and brands to local market preferences and the benefits
that come from concentrating company resources on relatively standardized global products and
brands.
2. A product is a good, service, or idea with both tangible and intangible attributes that
collectively create value for a buyer or user. (1) _______. Consider, for example, a flat-panel TV
with an LCD screen that measures 42 inches across. The unit weighs 50 pounds, is 5 inches deep, is
equipped with four high-definition media interface (HDMI) connections, has a built-in tuner
capable of receiving high-definition TV signals over the air, and delivers a screen resolution of
1080p. These tangible, physical features translate into benefits that enhance the enjoyment of
watching HDTV broadcasts and DVD movies.
Product Types
3. A frequently used framework for classifying products distinguishes between consumer and
industrial goods. For example, Sharp offers products and services to both consumers and businesses
worldwide. Consumer and industrial goods, in turn, can be further classified on the basis of criteria
such as buyer orientation. Buyer orientation is a composite measure of the amount of effort a
customer expends, the level of risk associated with a purchase, and buyer involvement in the
purchase. The buyer orientation framework includes such categories as convenience, preference,
shopping, and specialty goods. Electronics products are often high-involvement purchases, and
many shoppers will compare several brands before making a decision. Products can also be
categorized in terms of their life span (durable, nondurable, and disposable). (2) _______. As these
examples from the electronics industry suggest, traditional product classification frameworks are
fully applicable to global marketing.
Product Warranties
4. A warranty can be an important element of a product’s value proposition. An express

warranty is a written guarantee that assures the buyer that he or she is getting what he or she has
paid for or that provides recourse in case a product’s performance falls short of expectations. In
global marketing, warranties can be used as a competitive tool to position a company in a positive
way. For example, in the late 1990s Hyundai Motor America chief executive
Finbarr O’Neill realized that many American car buyers perceived Korean cars as “cheap” and were
skeptical about the Hyundai nameplate’s reliability. (3) _______, but consumer perceptions of the
brand had not kept pace with the changes. O’Neill instituted a 10-year, 100,000-mile warranty
program that represents the most comprehensive coverage in the auto industry. Concurrently,
Hyundai launched several new vehicles and increased expenditures for advertising. The results are
impressive: Hyundai’s U.S. sales jumped from about 90,000 vehicles in 1998 to more than 500,000
vehicles in 2010. Hyundai has also overtaken Toyota as Europe’s best-selling Asian car brand.
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Student’s guide
Labelling
5. One hallmark of the modern global marketplace is the abundance of multilanguage

labelling that appears on many products. In today’s self-service retail environments, product labels
may be designed to attract attention, to support a product’s positioning, and to help persuade
consumers to buy. Labels can also provide consumers with various types of information. Obviously,
care must be taken that all ingredient information and use and care instructions are properly
translated. The content of product labels may also be dictated by country- or region-specific
regulations. Regulations regarding mandatory label content vary in different parts of the world; for
example, the EU now requires mandatory labelling for some foods containing genetically modified
ingredients.
6. Regulators in Australia, New Zealand, Japan, Russia, and several other countries have also
proposed similar legislation. (4) _______. Today, virtually all food products sold in the United
States must present information regarding nutrition (e.g., calories and fat content) and serving size
in a standard format. The use of certain terms such as light and natural is also restricted. Other
examples of labelling in global marketing include the following: Mandatory health warnings on
tobacco products are required in most countries.
7. The American Automobile Labelling Act clarifies the country of origin, the final assembly
point, and percentages of the major sources of foreign content of every car, truck, and minivan sold
in the United States (effective since October 1, 1994). Responding to pressure from consumer
groups, in 2006 McDonald’s began posting nutrition information on all food packaging and
wrappers in approximately 20,000 restaurants in key markets worldwide. Executives indicated that
issues pertaining to language and nutritional testing would delay labelling in 10,000 additional
restaurants in smaller country markets. Nestlé introduced Nan, an infant-formula brand that is
popular in Latin America, in the American market. Targeted at Hispanic mothers, Nestlé Nan’s
instructions are printed in Spanish on the front of the can. Other brands have English-language
labelling on the outside; Spanish-language instructions are printed on the reverse side.
8. In 2008, the United States enacted a country-of-origin labelling (COOL) law. The law requires
supermarkets and other food retailers to display information that identifies the country that meat,
poultry, and certain other food products come from.
Taken and adapted from: Global marketing. Warren J. Keegan and Mark C. Green. 7 th edition.
POST- READING
1. Four sentences have been removed from the text. Read carefully and decide the best position of
each of the removed sentences that are given below. There is one extra sentence that you don’t need
to use.
(a) The company had made significant improvements in the quality and reliability of its vehicles,
Position ______
(b) A product’s tangible attributes can be assessed in physical terms, such as weight, dimensions, or
materials used. Position ______
(c) Today, many industry experts agree that packaging must engage the senses, make an emotional
connection, and enhance a consumer’s brand experience. Position ______
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Student’s guide
(d) Sharp and other electronics companies market products that are meant to last for many years; in
other words, they are durable goods. Position ______
(e) In the United States, the Nutrition Education and Labelling Act that went into effect in the early
1990s was intended to make food labels more informative and easier to understand. Position
______
2. Use the information in the text to answer the following questions.
a. How can warranties be used in global marketing?

____________________________________________________________
b. What elements are considered to determine the buyer orientation?
____________________________________________________________
c. What was the consequence of increasing expenditures for advertising for Hyundai?
____________________________________________________________
d. Which is the purpose of designing product labels in today’s self-service retail environments?
____________________________________________________________
e. What happens in the EU about regulations regarding labelling?
____________________________________________________________
3. Read the text carefully and choose the word that best fits each of the sentences below
a. The term “entail” in paragraph 1 line 4 is closest in meaning to ____
1. impose 2. need 3. imply 4. mean
b. The word framework in paragraph 3 line 1 means____

1. structural term 2. famous part 3. known idea 4. basic structure
c. The word overtake in paragraph 4 line 7 can be replaced in context by ____

1. develop more quickly 1. perform in a better way
3. represent correctly 4. become better
d. Hallmark in paragraph 5 line 1 is closest in meaning to ____

1. The part of business activity concerned with buying and selling goods in competition with others.
2. An idea, method, or quality that is typical of a particular person or thing
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Student’s guide
3. The amount of a substance that is contained in something, especially food or drink
4. An official instruction that says how things must be done or what is allowed
e. The word retailers in the last paragraph line 3 CANNOT be replaced in context by ____
1. Someone whose job is to choose and buy the goods for a shop or company
2. The person with the most authority in a large company
3. A person or business that sells goods to customers in a shop
4. A tradesman who sell products in big quantities
4. Read the information supplied in paragraph 3 (product type) to complete the following chart
about product types.
Usual framework to classify
products
distinguishes
For example; Sharp
Offers
Consumer and industrial goods, in turn, can

be further classified on basis of
Buyer orientation criteria
Is Includes categories as
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Student’s guide
For example
5. Identify the sentences or phrases in the text having the same meaning as:
a. Gains which are originated when an organization centralizes its resources. (In paragraph 1)
______________________________________________________________________
b. Features of something, which is real and can or cannot be seen, touched, or measured that give
rise to monetary representation for a client or people who use a product or service. (In paragraph 2)
______________________________________________________________________
c. The structure of the consumer choice involves elements like suitability, choice, purchasing, and
the kind of product. (In paragraph 3)
______________________________________________________________________
d. Each part of the world can establish its own regulations with respect to the information presented
in labels. (In paragraph 5)
______________________________________________________________________
LISTENING
https://www.youtube.com/watch?v=XFQ5LC5LK4w
EXERCISE 1
Watch the video about consumer’s choice and write true (T) if the statement is correct or false (F) if
it is wrong. (0.0 - 1.13)
1. On this video, they are going to talk about three topics (____)
2. Transitive preferences is a key concept in consumer theory. (____)
3. For economists putting numbers to things is a hard thing to do. (____)
4. In general, it is said that more is better. (____)
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Student’s guide
5. The law of diminishing marginal returns says that if I eat a lot of the same, I will enjoy it more.
(____)
EXERCISE 2
Watch the rest of the video (1:22 – 2:33), and complete the sentences.
Utility means..(a)______________ and (b)______________. Utility Equation is equal to the
function of (c)_______ and (d)_________. It means the (e)____________ of two products. Also, he
says that we want to (f)____________ utility, so you trade, that means that if you have
(g)_____________ and your friend has a lot of (h)_________, you will (i) _______________ some
steak to get some potato.
AUTONOMOUS LEARNING
As an autonomous exercise, you can listen to the rest of the video and make notes, and get the most
meaningful vocabulary for you. Also you can write a short summary of the video.
WRITING
Opinion essays are discursive essays in which you present your personal opinion on a particular
topic. Your opinion must be stated clearly and supported by justifications. You should also present
the opposing viewpoint(s) in a separate paragraph. This kind of essays usually include three parts:
a. An introduction paragraph, in which you introduce the subject and state your opinion clearly.
b. A main body, consisting of two or more paragraphs (each presenting a separate viewpoint
supported by reasons/examples), including a paragraph giving the opposite viewpoint supported by
reasons/examples; and a conclusion, in which you restate your opinion using different words.
* You normally use present tenses in this type of writing, and expressions such as, I believe, in my
opinion, I think, it seems to me that, I strongly disagree with, etc., to express your opinion. You can
also list your viewpoints with firstly, furthermore, moreover, also, etc., and introduce the opposing
viewpoint using however, on the other hand, etc.
Use the structure described above to write an opinion essay. Consider the international market mix
elements and strategies applied by a Colombian company to face the challenges and take advantage
of the different opportunities in global markets today.
______________________________________________________________________
______________________________________________________________________
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Student’s guide
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
SPEAKING
Choose a product / products from one recognized Colombian company and present it to the class.
Talk about the product features and product type. You can include general information and/or talk
about your personal experiences with the product you chose.
For this part of your presentation, you can include expressions like:
I’d like to speak about…
The topic of my presentation is…
I’ve chosen to talk about… What
I want to talk about is…
I’ve decided to speak about…, because…
The only thing I could think of to talk about is… I
had difficulty choosing a topic, but…
Additionally talk about the warranties offered by the producer about your product. Give your
opinion about this aspect of the product and include expressions as:
I’m no expert on this, but…
To the best of my knowledge,…
As far as I know,…
I would guess/ imagine that… I guess/ imagine/ suppose…
I’ve never really thought about this before,
but… Off the top of my head,…
I’m not sure, but…
I don’t remember very well, but… If I remember correctly,…
It was a long time ago, but I think…
I don’t have many memories of…
but… This is just a guess but…
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Student’s guide
Finally, present the different aspects related to the label of your product and compared it with some
other products labels and comment about the influence of this aspect in the marketing of your
product. For this part of your presentation, you can use these expressions:
It’s (exactly/ almost exactly/ more or less) the same as…

It’s very similar to…
(much much/ much/ a lot/ a great deal/ considerably/ quite a lot/ slightly/ a bit/ a little/ a
tiny / a bit) more …than…/ less… than…/…er (not) (nearly) as… as…
Compared to…,… Unlike……, whereas… In contrast,…
(totally/ completely/ quite a lot/ a bit/ slightly) different
UNIT 5 STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY
Based on:
Global Marketing
Seventh Edition
Warren J. Keegan
Mark C. Green
Topic: Strategic elements of competitive advantage
Principal Objective: Using the English language in different

activities related to the reading “Volkswagen
aims for the top?
Secondary Reading Ss will identify main ideas and supporting

objective: details.
Ss will make a summary of the text they have
read

of the text.
Speaking Ss will be able to understand and discuss

about Leadership
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Student’s guide
Ss will be able to use techniques for giving a
presentation
Writing Ss will be able to write a summary
STRATEGY AND LEADERSHIP IN THE TWENTY-FIRST CENTURY

WARM UP
Before you read the passage, decide whether or not these statements are true or false
1. Volkswagen is a Swedish Company. ____T ____F
2. Volkswagen only makes cars in Germany. ____T ____F
3. In the south of the US, wage rates are lower
than in the rest of the country ____T ____F
4. Volkswagen also markets Audi Cars ____T ____F
5. Volkswagen ranked 1st out of 33 brands ____T ____F
Now read the passage and see if your responses to the true/false questions were correct.
VOCABULARY
Match the words 1-5 in column A with the meanings a - e in column B
Column A Column B
1. Striking a. To prevent someone doing

something easily
2. Overtake b. To go beyond something by being a

greater amount or degree
3. Strength c. A lot of interest or excitement
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Student’s guide
4. Stir d. The ability to do things that need a
lot of physical or mental effort
5. Hampered e. Very unusual or easily noticed, and

therefore attracting a lot of attention
Volkswagen aims for the top

In May 2011, production began at Volkswagen’s new $1 billion assembly plant in Chattanooga,
Tennessee. The Passat sedans coming off the line are a striking symbol of the German automaker’s
ambitious strategic goal: Volkswagen CEO Martin Winterkorn intends to overtake both Toyota and
GM and become the world’s number one automaker by 2018 and has decreed that VW will sell 1
million cars in the United States by 2018.
Volkswagen’s sole previous U.S. plant, in Westmoreland,Pennsylvania, was closed in 1988. Several
factors explainWinterkorn’s decision to once again establish a manufacturing operation in the
United States. For one thing, the strength of the euro—1 euro was equal to $1.40 when the plant
opened—makes it difficult to export cars from Germany to the United States and sell them
profitably. A “German-engineered, American-made” value proposition should also strengthen
VW’s place in the U.S. auto industry. And, by locating the new plant in the South, VW will be able
to take advantage of much lower wage rates than at older plants operated by GM, Ford, and
Chrysler in Detroit
(Exhibit 16-1).
Winterkorn’s declaration caused quite a stir in the auto indus-try. Volkswagen Auto Group of
America markets both the VW and Audi nameplates in the United States; in 2010 unit sales for the
group totaled 360,179 cars. The VW brand has been hampered by perceptions of hit-and-miss
quality; in a recent J.D. Powers Initial Quality Study, VW ranked 31st ranked out of 33 brands. In
addition to a new model produced in Chattanooga, VW is also launching a revamped version of its
iconic Bug as well as a new Jetta.
Underline the correct answer
1. Volkswagen´s new plant costs around $ 1 billion.
2. It is difficult to export cars from Germany to the US.
3. VW wants to become number one in the industry in 2018
4. VW will locate the new plant in the South
Look at the statements below about the text. Decide if each statement is FALSE or TRUE
1. Production began at VW´s new plant in March, 2011 F T
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Student’s guide
2. The cars are a striking symbol F T
3. CEO Martin Winterkorn wants to overtake both GM and
Toyota F T
4. VW will sell 1 billion cars in 2018 F T
5. VW´s plant in Pennsylvania is still open F T
6. It is easy to export cars from Germany to the USand
sell them profitably F T
7. VW is locating the new plant in Detroit F T
8. VW markets both the VW and BMW in the US F T
9. In 2010 VW sold 179,350 cars in the US F T
10. VW is also launching its iconic Bug F T
LISTENING
Taken from https://www.youtube.com/watch?v=pNv48OHOgeI
Warm up activity
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Student’s guide
1. What is Strategic leadership?
2. Do you think companies need to have strategic leadership? Why / why not?
Listen and answer the following questions

1. Why has strategic leadership become more and more important for organizations?
2. What are the two elements of strategic leadership?
3. What do companies see internally?
4. What do companies see externally?
5. What is a strategic lens?
Watch the video from 2:46 to 4:00 and decide whether or not these sentences are true (T) or
false (F). Correct the false ones
1. We get down to the specifics of identifying your business needs.
2. Then we create some strategies.
3. Coming up with a strategy to enable the machines the people in the organization to actually
act on this business strategy and put it into action
4. We take a look at our market
5. People that engage in strategic leadership programs are pretty much dealing with four
crucial areas.
Watch the video from 4:00 to 4:24 and fill in the gaps
They´re (1) ______________ with leading change these days you know change, change is the big
thing; how do we (2) _______________ people through the change process in a
(3) _________________ healthy way and that’s something leaders are challenged with,
(4) _________________ a culture how do we determine the right (5) _________________ culture
in the right leadership culture.
SPEAKING
Work with a partner. What do you think about Winterkorn´s idea? What do you know about the
Volkswagen brand?
Which companies assemble cars in Colombia? Are they Colombian or foreign companies?
PRESENTATION
Think of a company in your country or town. What are its main activities? Does it specialize in one
industry sector or is it diversified? Make a 5 – 7 minute presentation.
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Student’s guide
USE THE FOLLOWING TIPS:
1. INTRODUCTION
1.1. Greet your audience
1.1.1.Good morning, I´m happy / delighted that so many of you could make it today
1.1.2. Hello / hi everyone
1.2. Introduce yourself
1.2.1. Let me introduce myself. I´m David Roley
1.2.2. For those of you who don´t know me, my name is…
1.3. Say what your topic is
1.3.1. The subject of my presentation is…
1.3.2. Today´s topic is…
1.4. Why is it important for your audience?
1.4.1. My talk is particularly relevant to those of you who…
1.4.2. Today´s topic is of particular interest to those of you who…
1.5. Timing (how long is your presentation)
1.5.1. My presentation will take about 20 minutes.
1.5.2. It should take about 30 minutes to cover these issues
1.6. Question session
1.6.1. There will be time for questions after my presentation
1.6.2. Feel free to ask questions at any time during my talk
2. MAIN PART
2.1. Saying what is coming
2.1.1. In this part of my presentation, I´d like to talk about…
2.1.2. So, let me first give you a brief overview
2.2. Summarizing a point
2.2.1. Before I move on, I´d like to recap the main points
2.2.2. I´d like to summarize what I´ve said so far…
2.3. Referring to other points
2.3.1. With respect / regard to planning, we need more background information
2.3.2. According to the survey, our customer service needs reviewing
2.4. Explain the visual aids
2.4.1. Let´s look at the next slide which shows…
2.4.2. The chart on the following slide shows
2.5. Highlight information
2.5.1. Let me point out that…
2.5.2. What´s really important here is…
3. CONCLUSSION
3.1. Summarizing points
3.1.1. Just summarize the main points of my talk
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Student’s guide
3.1.2. To conclude I´d like to…
3.2. Inviting questions
3.2.1. Are there any questions?
3.2.2. We just have time for a few questions
SPEAKING ACTIVITY. WORK IN PAIRS

You are the managers of a small company. Your staff are using too much paper. It is a high cost and
much of it is wasted. How can you encourage people to use less paper? Brainstorm as many ideas as
you can and make a list. Then evaluate the ideas and decide which one(s) would work best.
DILEMMA: VOLKSWAGEN BUGS

A few years ago, VW had two problems. 1) It as Europe´s largest car manufacturer, but its
bestselling cars – the Golf Jetta and Passat – were beginning to look old. VW´s competitors had
new models, but VW had nothing new. 2) The VW brand was based on value for money, middle-
priced cars. VW customers wanted a more luxurious brand image when they got older and richer.
VW didn´t have any cars to offer them.
(Taken from Intelligent Business)
You work for VW marketing. Consider the three options.
Idea1. Large people carrier, seats 7 – 8 people; 20 litre engine, bigger and more luxurious than the
Sharan, price range: €25,000 - €40,000
Idea 2. Top-end sports utility vehicle, four- wheel drive, goes anywhere off-road, heavy and
powerful, with a 4.2 litre engine, lots of electronics devices, price range: €44,000 - €78,000
Idea 3. Large, stylish executive car, 6.0 litre engine, top-of-the-range car that compete with
Mercedes and BMW, excellent technology, fast and satisfying to drive; lots of electronic devices,
price range: €60,000 - €105,000
Task 1. Work in three groups. Choose one of the following consumer groups and decide which
product has the most appeal for them. Why?
Group A: Aged 50 and over, in top jobs.
Group B: Aged 30 – 50; professionals with families; earning a lot.
Group C: Younger, with a lot of money.
Task 2. Form groups of three: one person from each group, A, B and C. Say what your consumer
group thinks. Decide which product is the best.
Write it up
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Student’s guide
Write a memo to the senior management of VW. Say which product idea you recommend for
development and why.
WRITING
The usual word order in a sentence is the following:
Subject →Verb→Object→[Adverb of place]→[Adverb of manner]→[Adverb of time]
Examples:
I found the letter on my desk yesterday
Virginia met Robert In one of her classes this year
They usually go to the movies after dinner
We drove the car very fast last night
She understands English very well now
This order is the most natural and is always correct, although other positions of adverbs or adverbial
expressions are sometimes possible. For example, the expression of time is often placed first in the
sentences instead of last, for more emphasis.
Yesterday I found the letter on my desk
Now she understands English very well
Practice writing the following sentences in the correct word order.

1. That movie was / last week / at the Columbia
2. Ms. Smith was not / on Monday / in class
3. Does he live / now / on Nineteenth Street?
4. I saw / a good movie / last week / at the Columbia Theater
5. Please close / when you leave / the door / quietly
6. Please use / in a sentence / this word
7. He explained / yesterday / the lesson / in class
8. He gave / this morning / very slowly / his lecture
9. They live / now / in New York
10. She is / at the university / a student / this year
Order of adjectives
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Student’s guide
We always place adjectives before nouns. Example: house (noun) / beautiful (adjective) = beautiful
house (not “house beautiful” like in Spanish)
We can use more than one adjective before a noun. There is usually one correct order
Opinion / Size / Age / shape / Color / Origin / Material / Purpose / Noun
That Horrible small old round red French silk shopping bag
Which is the correct order?
1. a. a steel new carving knife
b. a new carving steel knife
c. a new steel carving knife
d. a carving steel new knife
2. a. A small thin Japanese lady
b. A small Japanese thin lady
c. A Japanese small thin lady
d. A thin small Japanese lady
3. a. A new American exciting band
b. an exciting American new band
c. an American new exciting band
d. An exciting new American band
4. a. A blue long attractive dress
b. An attractive blue long dress
c. An attractive long blue dress
d. A long attractive blue dress
CONNECTORS
Connectors are words which link ideas in different ways. They show whether the sentence is a
consequence of the previous one, or its contrast or its complement.
Some English connectors with their communicative function:
COMMUNICATIVE FUNCTION CONNECTOR
Contrast Although, however, but, nevertheless, though
Addition And, besides, in addition, too, likewise
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Student’s guide
Reason Because, since, because of
Cause – consequence Thus, hence, therefore
Purpose: To, so that, for
Examples:
Megan is a good student; she is a bit lazy though
Connector: Though
Communicative function: Contrast
Idea 1: Megan is a good student
Contrasting idea: Megan is a bit lazy
Helen doesn´t arrive on time because she always gets up late

Connector: Because
Communicative function: Reason
Idea 1: Helen doesn´t arrive on time
Reason: She always gets up late
Besides being an excellent teacher, John is very responsible

Connector: Besides
Communicative function: Addition
Idea 1: John is an excellent teacher
Additional idea: John is very responsible
Write a 100 text about how you could be a strategic leader in your professional life.
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
_ ___
_ ___
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Student’s guide
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________
61

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Instituto de Lenguas Fray Bernardo de Lugo

RESOURCES COMPILED AND ADAPTED BY

ONLY FOR PEDAGOGICAL USE

Kotabe, M., & Helsen, K. (2014). Global

Secondary Reading Ss will get basic ideas in global marketing

Speaking Ss will use some common business idioms in

Writing Ss will work with the structure of an

INTRODUCTION TO GLOBAL MARKETING

Your style of communication - __________________________________

MacDonald´s expands globally while adjusting Its Local Recipe

Read the article again and answer the following questions.

New word Synonyms (1 or 2) Antonyms (1 or 2) Meaning in Spanish

Development (noun) Elaboration, Abbreviation, Desarrollo, avance

Embracing Hug Release abrazo

Railway subway Way board Via ferrea

receipts Expenses Ingresos

anyway dominate independiente

Strain relaxed Esfuerzo

3. In terms of turnkey projects, which one of these statements is NOT TRUE?

UNIT 2 THE GLOBAL MARKETING ENVIRONMENT.

Kotabe, M., & Helsen, K. (2014). Global

Secondary Reading Ss will identify the language risks in

Vocabulary Ss will recognize and connect the vocabulary

Speaking Ss will be able to present and support their

Writing Ss will be able to write a formal business

UNIT 2 THE GLOBAL MARKETING ENVIRONMENT.

Brand An elongated poster used to promote a product. Today,

Banner A small electronic and/or paper promotion that helps market a

Coupon A comprehensive representation of a company with a

Endorsement A short song or melody that helps sell a product through

Slogan A media package of brochures, coupons, and other assorted

6- Language blunders easily arise as a result of careless translations of advertising slogans or

Source: Hotel manual of a guesthouse in Shanghai.

ORACLE CORPORATION—MARKETING BY LANGUAGE

a. Agreements: The interpretation as an agreement of aspects like body language or

a. The word was difficult to pronounce

5. At the end of the text there is a reading “ORACLE CORPORATION—MARKETING BY

a. To create multiple webpages in different languages.

B. Bold face word exercise:

B…, whereas… In contrast,… K. In general,…/ Generally,…

D. A memorable/ typical/ shocking N. My own experience of this is…

Generalising Talking about personal Comparing and contrasting

a. What are the most common fast food restaurants in Colombia?

Taken from https://www.youtube.com/watch?v=RvOv5whZ-a0

1) She thinks the competition is getting easier.

Taken from: https://aaronallen.com/blog/opening-a-restaurant/cost-of-opening-restaurant

Taken from http://ordek.greenfixenergy.co/parts-of-letter/

I’ll say that again.

[give candidates about two minutes to talk together]

Taken from : https://es.wikipedia.org/wiki/Archivo:Grand-Peoples-Study-House-Computer-Lab.jpg

UNIT 3 APPROACHING GLOBAL MARKETS.

Based on: Keegan, Warren J.

Topic: How to approach Global marketing

Principal Objective: Use the English language in different

Secondary Reading Ss will identify specific information about

Vocabulary Ss will recognize and connect the vocabulary

Speaking Ss will be able to understand the importance

Writing Ss will be able to write a report on aspects to

You can receive counseling on __ _ _________

It is a large market, almost _ ____

U.S. companies should try to take advantage of the ______ _