Professional Documents
Culture Documents
Workbook Unit-5
Workbook Unit-5
Unit 5
Business Strategies
Ad
a. How does the ABC Finance Bank try to attract new customers? Read the benefits
below and decide which of them the bank mentions in its ad.
b. The ad opens by asking three questions to attract the listener’s attention. Write down
three more questions the bank could have used in an ad to attract attention.
Would you like your bank to be open for longer hours
1. _____________________________________________________________________?
Do you wish the tellers were friendlier
2. _____________________________________________________________________?
Are you annoyed by long lines at the bank
3. _____________________________________________________________________?
A B
1. care about a. your investments
1. b 2. d 3. a 4. e 5. f 6. c
d. Match the idioms from the ad with the most appropriate picture of their literal meaning.
1 2
3
Idioms Picture 4
a. checks bounce 2
____
b. in the Iong run 5
____
c. keep an eye on 3
____
5
d. keep track of 4
____
e. take it from me 1
____
Now write a sentence illustrating the figurative meaning of each of the idioms from activity d.
take it from me
1. ______________________________________________________________________
checks bounce
2. ______________________________________________________________________
keep an eye on
3. ______________________________________________________________________
keep track of
4. ______________________________________________________________________
in the long run
5. ______________________________________________________________________
Banking Today
Doing your banking today is not the same as it used to be. Do you remember the Iong
Iines as you waited for a teIIer? Now you can (1) _______________
avoid the Iines by sending an
e-maiI to an lnternet teIIer for routine banking. There is aIso a new (2) _______________
service
for account hoIders who are seeking advice on which (3) _______________
investments to make;
for exampIe, shouId they (4) _______________
invest in stocks and shares or in reaI estate? ln
summary, we can say that the priority for (5) _______________
management at aII modern banks is
to guarantee customer (6) _______________.
satisfaction
f. Complete the following dialogue with the correct form of the phrasal verbs below.
cares about
to give attention to someone’s needs and requirements
check out
to Iearn more about something or someone in order to decide what to do
invest in
to put money into a pIace which you hope wiII give you a profit in the Iong run (future)
keep an eye on
to pay carefuI attention to something or someone
keep track of
to pay attention to how something or someone changes over time
take it from me
to beIieve something somebody teIIs you
g. The satisfied customer’s final words in the ad were: “As long as my money is at ABC
Finance Bank, my savings are secure.” Note that the present tense is used in the second
clause. This is true of conditions (if) and time expressions (as soon as, when, as long as).
Fill in the correct form of the verb in the sentences below.
h. You want to know more about the ABC Finance Bank. Write a formal letter with today’s
date to:
Mr. Ian Formation
Manager - Customer Inquiries ABC Finance Bank
22 Seaside Boulevard
Brighton
United Kingdom
Tell the bank manager that you have a lot of money to invest and ask him about the
services the bank provides, what the fees are, and what happens if an account is over
drawn. Also ask for a meeting early next week to discuss the issues.
Request
a. Do you remember the letter in the computer lesson? Read the following statements and
decide whether they are true ( ) or false ( ) .
/
1. Kara Moore and Mr. MorgenthaI have never met.
2. By February, Ms. Moore wiII become the manager of marketing.
3. The magazine wiII target young peopIe. ✔
b. Mr. Morgenthal and Ms. Moore had a phone conversation the following day. Who do you
think might have said the following things, Ms. Moore or Mr. Morgenthal?
5. “Thank you, l’m very gratefuI for your support and advice
✔
when we Iast met”.
c. Match the sentences in column B to the sentences with a similar meaning in column A.
A B
1. lt has been some time since we were in a. The company appreciated my yearIy report on
contact. pubIications.
b. lt wiII be quite easy to get more young peopIe
2. l hope that aII is weII with you. interested in the environment because the
topic is often in the news.
c. My pIan is to focus on young peopIe and
3. My annuaI presentation to the organization
try to get their attention on issues reIated
seems to have been weII received.
to the environment.
1. e 2. h 3. a 4. f 5. c 6. b 7. d 8. g
d. Match the words in column B to the appropriate words in column A in order to complete
the collocations.
A B
1. to appeaI to a. a project
2. to create b. an office
3. to manage c. a product
4. to reach out to d. a magazine
5. to seII e. youth
6. to support f. university students
1. f 2. d 3. a 4. e 5. c 6. a
e. Do you remember how Ms. Moore tries to convince Mr. Morgenthal to agree to advertise
in the new publication? Circle the correct answer.
a. a business proposaI.
b. a description of her pIans.
c. a friendIy note, her Iatest news and a thank you.
d. a satisfied customer’s opinion.
a. makes an offer.
b. describes the quaIity of the magazine.
c. offers to give money to Mr. MorgenthaI.
d. offers to buy some shoes.
a. a joke.
b. a thank you.
c. a request.
d. a finaI warning.
a. very formaI.
b. very informaI.
c. friendIy but formaI.
d. formaI but unfriendIy.
1. When we make a proposaI we often use expressions such as, I thought that you might
be interested, this could be a good way, this might solve your problems. What tense are
these expressions in?
______________________________________________________________________
modals/Past Simple
2. ln EngIish, peopIe usuaIIy do not want to use Ianguage that is boastfuI. Ms. Moore writes
that her presentation seems to have been weII received. What expression indicates that she
is modest?
______________________________________________________________________
seems to have been
3. When making a proposaI, it is aIways a good idea to give the buyer or investor a good
reason and expIanation to invest his or her money. What words does Ms. Moore use:
to give a reason?_________________________________________________________
Since you depend on selling your products to youth, we are, therefore, offering you
to give an expIanation?____________________________________________________
4. Another way to achieve a positive response to an offer is not to put pressure on the
investor. How does Ms. Moore do that? _______________________________________
Please take your time to think the idea over, and then let me know what you decide
Mr. R. E. Luctant,
Chief Executive of Polar Ice Cream
1 Frozen Avenue
Copenhagen
When you last met Mr. Luctant, he gave you some advice on how to sell ice cream. Now
you want him to advertise in your new publication, “A Sweet Tooth”. Use the letter from
the computer lesson as a model. There should be three main paragraphs.
Marketing Strategy
a. Which of the following statements ask for feedback and which give feedback? Mark the
correct column
b. Do you remember the conversation in the computer lesson between two people who
work in marketing? They both know about the four marketing key words which all begin
with the letter “P”. These words are given in the box below. Match each one with an
appropriate definition.
product
1. ____________________ : machines, cIothes, food, or services
price
2. ____________________ : the cost of the product
place
3. ____________________: often caIIed distribution or how the products get to the market
promotion
4. ____________________: gets peopIe interested in the product or service.
c. Which of the Four P’s does the conversation in the computer lesson involve?
_______________________________________________________________________
Additional Reading
Global Reading
1. Look at the titIe of the additional reading text. Who do you think the articIe is written for?
________________________________________________________________________
The article is written for companies and business people who are interested in learning how to find new customers.
2. Read the first paragraph. What do you think the purpose of this paragraph is?
The writer explains why target marketing is the only effective way.
________________________________________________________________________
3. Read the first sentence of the second paragraph. What advice does the writer give?
________________________________________________________________________
The writer advises his or her readers to get as much information as they can about their existing or prospective customers.
4. Read the first sentence of the third paragraph. How many categories does the writer focus on?
The writer focuses on four categories.
________________________________________________________________________
5. Read the first sentence of the fourth paragraph. What specific issue does the writer focus on?
The writer focuses on the issue of benefits.
________________________________________________________________________
Close Reading
1. The writer uses the word but in the first sentence to show contrast. What does the writer contrast?
________________________________________________________________________
The writer contrasts the fact that everyone talks about target markets and taking aim and not everyone does it
2. The word when (Iine 3) is used to describe a necessary condition. What condition needs to
be met for a marketing budget to be effective? ___________________________________ The necessary condition is when the marketing budget reaches the selected target market.
3. The abbreviation i.e. signaIs that the writer wiII give an exampIe. What does the writer give
The writer gives examples of the most valuable resources.
an exampIe of? ____________________________________________________________
4. ln Iine 9, the writer expIains a connection between two eIements using the expression The
more… the better... What two things does the writer compare?_______________________
The writer compares how much you know about your customer and your ability to make decisions that will improve your ability to communicate with them.
5. ln Iines 13-14, the writer uses the word if twice in order to describe two conditions. What are
the two conditions? ________________________________________________________
The first condition is if you don’t have any customers and the second one is if you are searching for a completely new audience.
e. where customers get their information about products and services _________________
Behaviors (information sources
7. ln Iine 25, the writer uses the words critical to in order to describe an important Iink between
The two issues are benefits and target marketing
two issues. What are the two issues? ___________________________________________
Comprehension Questions
1. According to the text, when is a marketing budget most effective?____________________.
2. What is the most important goaI in marketing?___________________________________.
3. What is the best way to identify a target market? __________________________________.
4. What does the writer suggest to companies that do not have an existing customer base?
________________________________________________________________________.