1

Listen & Learn

Angielski w pracy i biznesie

“Business Words & Expressions”

CD 2

Spis treści

Strona

Ś

cieżka

Part two

At Work

Lesson 8

Solving problems

2

track 1-5

Lesson 9

Modern communications

6

track 6-9

and computers

Lesson 10 Socialising

9

track 10-13

Part three Business Projects
Lesson 11 Product and service

11

track 14-16

presentation

Lesson 12 Negotiations

13

track 17-19

Lesson 13 Marketing and Advertising

17

track 20-24

Lesson 14 Company presentation

20

track 25-27

Learn

Abbreviations

5

An Invoice

5

Writing a letter/a note/an e-mail

8

Describing trends

12

Import/Export Abbreviations

16

Interpreting statistics

22

DIM Nauka i Multimedia

ul. Milskiego 1, 80-809 Gdańsk

www.audiokursy.pl

e-mail: [e-mail]

tel. [phone] fax. [phone]

2

Lesson 8 Solving problems

Exercise one

♪

1

Listen and repeat the expressions.

zachęcić

to encourage

proponować

to suggest / to recommend

obiecać

to promise / to make a promise

poradzić

to advise

przeprosić

to apologise / to say sorry

ż

ałować

to regret

wybaczyć

to forgive

przekonać

to persuade

zaakceptować

to accept

zgodzić się

to agree

przekonać

to convince

przyznać

to admit

rozważyć

to consider

zdecydować

to decide / to make a decision /

to make up one’s mind

wierzyć

to believe

rozwiązać problem

to sort out a problem

znaleźć rozwiązanie

to come up with a solution

zdołać

to manage to do

pogodzić się

to make up with sb

Exercise two

♪

2

Complaining and dealing with complaints. Listen and repeat the sentences.

-

I’ve got a problem with...

-

I’d like to complain about…

-

I’m sorry to say this but...

-

I’m sorry to trouble you but…

-

I’m very sorry. / I’m terribly sorry.

-

Please forgive me.

-

I didn’t mean to do it.

-

It won’t happen again.

-

We’ll replace it.

-

That’s all right, don’t worry.

-

Never mind.

-

It’s not your fault.

-

How could you do that?

-

What are you going to do about it?

-

Could I have a new one?

-

I’d like a refund.

-

I’d rather have my money back.

3

Exercise three

♪

3

Listen and repeat the expressions used when dealing with documents.

wycena

a quotation

to ask for / to prepare / to give a quotation

cennik

a price list

to send / to enclose a price list

kosztorys

an estimate

to make / to put in an estimate for

zamówienie

an order

to place / to confirm / to acknowledge an order

list przewozowy

a delivery note

to check a delivery note

faktura

an invoice

to issue / to query / to pay an invoice

upomnienie

a reminder

to issue / to ignore a reminder

czek

a cheque

to write / to sign / to postdate / to endorse a

cheque

paragon

a receipt

to ask for / to issue / to lose a receipt

zapytanie

a letter of enquiry

to send a letter of enquiry

Exercise four

♪

4

Listen and repeat the expressions used when making complaints.

-

The catalogue you sent to us doesn’t include the current price list.

-

Your last delivery is not up to sample, it is below the standard we expected.

-

You have delivered 250 instead of the 300 which were ordered.

-

You have dispatched the wrong goods.

-

Some of the goods were damaged due to bad packaging.

-

There is an excessive amount of breakages.

-

They occurred due to inadequate packaging.

-

The goods haven’t been dispatched yet.

-

The first consignment hasn’t been shipped yet.

-

There is a discrepancy between the packing list and your invoice.

-

I must query the total sum indicated on the invoice.

-

We haven’t received the invoice with the order.

-

The discount on the invoice is not as was agreed.

-

Several items on your invoice haven’t been included.

-

The system has been working improperly.

GLOSSARY
to enclose – załączyć
to put in – przedstawić
to place – złożyć
to confirm – potwierdzić
to acknowledge – potwierdzić
to issue – wystawić
to query – zakwestionować
to postdate – opatrzyć datą późniejszą
to endorse – zatwierdzić
to lose – zgubić

a current price list – aktualny cennik
a sample – próbka
to dispatch – wysłać
due to – z powodu
breakages – zniszczenia
inadequate packing – niewłaściwe
opakowanie
a consignment – partia towaru
a discrepancy – rozbieżność
to include – zawiera

4

Exercise five

♪

5

Now take part in some short conversations and repeat the adjustments made.

1.
- The bulk of goods delivered under contract No. 809/08 is not up to sample.

They are far below the standard we have expected.

-

We’re sorry to hear this. But we can reduce the price by 10% if you keep the goods.

-

…

2.
- On checking the goods, we found that you have delivered 250 instead of the 300 which

were ordered.

-

I don’t know how that happened. We’ll dispatch the missing goods right now.

-

…

3.
- Thank you for the prompt delivery but I regret to inform you that some of the goods

were damaged due to bad packaging.

- We’ll replace them of course. Could you send us the specification? And I really do

apologise for the inconvenience.

-

…

4.
- With reference to our order No. 1223 I’d like to inform you that the first consignment

hasn’t been shipped yet.

-

I’ll do everything possible to explain the delay and speed up the delivery.

-

…

5.
- There is a discrepancy between the packing list and your invoice. Could you check

that, please?

- I’ll check it right away. Could you give me the invoice number?
-

…

6.
- On checking the goods received, we find that several items on your invoice haven’t

been included. I can fax a list of missing articles.

- That would be helpful. Please ignore the invoice. We’ll issue the document again,

and send you the copy.

-

…

7.
- I wanted a word about our discount. The person I spoke to when I placed the order

said we might have 10%, not 8%.

- I’m afraid I’m not authorised to change it. Mr Bright is the person who deals with

that. I’ll put you through to him.

-

…

8.
- The system we’ve bought from you has been working improperly.
-

How long has this been going on?

-

…

-

For three days.

-

Our service worker will have a look at it tomorrow at 11. Does that suit you?

-

…

5

LEARN

Abbreviations

encs

Enclosures (załączniki)

pp

Per pro: on behalf of… (z upoważnienia…)

c.c.

Who else you are sending this to. (do wiadomości)

re/ref

Reference (odnośnie)

attn

Attention: who the letter/the fax is for. (uwaga: do kogo list/fax jest

adresowany)

dept

Division or department (wydział, departament)

tnks/thks

Thanks (dziekuję)

pls

Please (proszę)

rgds

Regards (pozdrowienia)

rply

Reply (odpowiedź)

asap

As soon as possible (tak szybko jak to możliwe)

add

Addition (dodatki)

approx

Approximately (około, w przybliżeniu)

del

Delivery (dostawa)

dep

Departs (wyrusza)

dly

Delay (opóźnienie)

docs

Documents (dokumenty)

flgt

Flight (lot)

fwd

Forward/Send (prześlij)

inv

Invoice (faktura)

L/C

Letter of credit (akredytywa)

LEARN

An Invoice

BestPay

Place of making out:

London, UK

Date of making out:

2008-01-31

Date of sale:

2008-01-31

Currency:

GBP

Exchange rate:

1 GBP = 4,86 PLN

Invoice: 342/TRT/2008

Seller:

Buyer:

BestPay.eu Ltd.

Micro MDI Polska Ltd.

24 Stratton Road

Poznanska 28

SW1V 1ZD London

00-278 Warszawa

UK

Polska

572 45324 24678 A

584 12 23 343

Table of products

No.

Product name

Unit

Qty

Unit price

Total price

1

Fee for financial service – financial proxy

piece

1

12,21

12,21

To pay:

12,21 GBP

In words: one*two*pounds*two*one*pence

Payment kind: via compensation

Paid: 12,21

Payment time-limit: 2008-01-31

Remaining: 0,00

Drawer: Director of Customer Service Department

6

Lesson 9 Modern communications and computers

Exercise one

♪

6

The Internet. Listen and repeat the expressions.

rzeczywistość wirtualna

virtual reality

dostęp do Internetu

Internet access

sieć

a network

modem

a modem

ograniczony zasięg

limited scope

połączenie internetowe

a net connection

połączony

online

niepołączony

offline

bezprzewodowy

wireless

hasło

a password

wyszukiwarka

a search engine

przeglądarka

a browser

zabezpieczenia

security

serwer

a server

strona

a website

strona główna

a homepage

konto pocztowe

an e-mail account

podpis elektroniczny

a digital signature

kamery internetowe

webcams

połączenie przez modem

a dial-up connection

stałe łącze

a broadband connection

oprogramowanie antywirusowe

anti-virus software

szukać w Internecie

to surf the net

ś

ciągać na komputer

to download

umieszczać na stronie

to upload

łączyć

to link

używać filtra na niechcianą pocztę

to screen out spam

usuwać niechciane maile

to delete junk e-mails

wracać (o niechcianych mailach)

to bounce back

zarejestrować się

to subscribe

włamać się do komputera

to hack into a computer

Exercise two

♪

7

Computer technology in everyday life. Listen and repeat the expressions.

włączyć komputer

to start up / to power up a computer

otworzyć plik

to open a file / to open a document

wprowadzać informacje

to enter information

kopiować

to copy

wyciąć

to cut

wkleić

to paste

usunąć

to delete

przewijać stronę

to scroll up and down a page

zainstalować program

to install a program

odinstalować

to uninstall

7

wysyłać wiadomości

to send messages

sprawdzać skrzynkę

to check your message box

otrzymywać wiadomości

to receive messages

wysyłać e-mail na adres

to send an e-mail to an address

wysłać w załączniku

to send sth as an attachment

przechowywać informacje

to store

mieć dostęp do informacji

to access information

wydrukować

to print

robić obliczenia

to do calculations

wpisać formułę

to write a formula

edytować dokument

to edit a document

formatować dysk

to format a disk

„wypalić” płytę

to burn a CD / a DVD

zamknąć plik

to close a file

zapisać dane

to save your work

zamknąć komputer

to shut down a computer

wymienić pojemnik z tuszem

to replace a cartridge

naprawić

to fix / to repair / to mend

Exercise three

♪

8

Requests. Listen and repeat the expressions.

-

Can you help me download the program?

-

Can you give me some advice how to do calculations in this program?

-

Could we carry out the experiment?

-

Will you help me use my voice mail?

-

Can we format a disk together?

-

Do you think you could show me how to surf the Internet?

-

Do you think you could possibly fix my printer?

-

Would you mind sending me an e-mail?

-

Help me replace the cartridge, please.

Exercise four

♪

9

Give advice on the following problems using the given expressions.

-

‘My spam keeps bouncing back.’

A good idea would be…

-

…

-

A good idea would be to start screening out your spam.

-

‘I don’t have access to the Internet at home.’

If I were you…

-

…

-

If I were you I would visit the Internet cafe.

-

‘I have a dial-up connection and I pay a lot monthly.’

Why don’t you…?

-

…

-

Why don’t you install broadband?

-

‘I’m afraid someone will hack into our company computer one day.’

-

…

It would be advisable to…

-

It would be advisable to invest in better security.

8

-

‘I panic whenever my computer crashes.’

My advice is…

-

…

-

My advice is to stay calm and restart the computer.

-

‘Since my girlfriend left, our only contact has been through e-mails.’

-

…

Haven’t you thought of…?

-

Haven’t you thought of installing skype?

-

‘I’m almost certain someone occasionally reads my mail.’ The only solution is…

-

…

-

The only solution is to change your password.

LEARN

Writing a letter/a note/an e-mail

Useful phrases

advise you…
confirm…

Starting

We are writing to

enquire…

Thank you for your letter of January 14

th

.

Starting a reference

With reference to
Further to

our phone conversation today
your e-mail of December 2

nd

I’m delighted to tell you that…

Giving good news

You’ll be pleased to hear that…
We regret to inform you…
Unfortunately, …

Giving bad news

I’m afraid, …
We would be grateful if you could…
I would appreciate if you could…
Could you possibly…?

Making a request

Please…
If you wish, we would be happy to…
Would you like me to…?

Offering help

Shall I do it for you?
I’m enclosing…

Enclosing documents

Please find enclosed…
If you have any further questions, please do not hesitate to
ask.
If we can help in any way, please contact us again.

Closing remarks

Thank you for your help.

Referring to future contact

I look forward to
Looking forward to

meeting you on…
seeing you on…
receiving your comment in due
course.

9

Lesson 10

Socialising

Exercise one

♪

10

Social relations. Listen and repeat the expressions.

być z kimś w dobrych stosunkach

to get on well with someone

polubić kogoś

to take to someone

okazywać szacunek

to respect someone / to look up to someone

uważać za wzór

to regard sb as a role-model

traktować z pogardą

to despise someone / to look down on someone

wspierać

to support

ufać

to trust

polegać na kimś

to rely on

liczyć na kogoś

to count on someone

wątpić w kogoś

to doubt someone

rozczarować

to disappoint / to let sb down

przyjaźnić się

to make friends with someone

podziwiać

to admire

być zauroczonym, zafascynowanym kims to be fascinated by
zazdrościć

to envy

mieć zastrzeżenia do kogoś

to have reservations about sb

być z kimś w konflikcie

to be in conflict with sb

Exercise two

♪

11

Ways of communicating. Listen and repeat the expressions.

porozumiewać się

to communicate

skontaktować się

to get hold of / to get in touch

być w kontakcie

to keep in touch

zamienić z kim słowo

to have a word with

ogłosić

to announce

zakładać

to assume

potwierdzić

to confirm

przeszkodzić

to interrupt

wspomnieć

to bring up

mówić prawdę

to tell the truth

kłamać

to tell lies

fantazjować

to fantasise

przechwalać się

to boast

wyznać

to confess

błagać

to beg

kontynuować

to carry on

wykrzyknąć

to exclaim

okazać złość lub zdziwienie marszcząc brwi

to frown

poklepać przyjaźnie

to pat

10

Exercise three

♪

12

Arguing. Listen and repeat the expressions.

kłócić się

to argue / to have an argument with

sprzeczać

to row / to have a row

skarżyć się

to complain / to make a complaint

obrazić kogoś

to insult sb

ź

le zrozumieć

to misunderstand

zmuszać kogoś do czegoś

to force sb to do sth

naciskać na kogoś, wywierać presję

to put pressure on

przeciwstawiać się

to contradict

twierdzić

to claim

nalegać

to insist

przypomnieć

to remind

zaprzeczyć

to deny

grozić

to threaten

mieć śmiałość

to dare

odmówić

to refuse

domagać się

to demand

ostrzec

to warn

oskarżać

to accuse

przeszkadzać

to disturb

udawać

to pretend

doprowadzać kogoś do szału

to drive sb mad

Exercise four

♪

13

Coping with stress. Listen and repeat the expressions. Then repeat the sentences.

-

być zestresowanym

to be stressed out

-

If you are stressed out, the best thing you can do is to go to sleep.

-

zmniejszyć stan napięcia

to relieve tension

-

The best way to relieve tension after a hard exam is to do some press-ups.

-

wyluzować się

to loosen up

-

Would you like to go for a pizza to loosen up in the evening?

-

zminimalizować stres

to minimise the stress

-

Do you think some pills would help you minimise the stress?

-

nie przejmować się

to take things easy

-

Some people think alcohol will help them take things easy.

-

mieć dość

to be fed up with

-

What do you do when you are fed up with your daily routine?

-

radzić sobie z napięciem

to handle the pressure

-

What shall we do to handle the pressure before the meeting starts?

-

być pod presją

to be under pressure

-

What do you do when you are under a lot of pressure?

11

Part three

Business Projects

Lesson 11

Product and service presentation

Exercise one

♪

14

Listen and repeat the expressions used during a product or service description.

1. What’s it like?
wydajny

efficient

gotowy do użytku

ready-to-use

niezawodny

reliable

bezpieczny

safe

przyjazny dla użytkownika

user-friendly

regulowany

adjustable

w dobrej cenie

good value

oszczędny

economical

opłacalny

cost-effective

łatwy w montażu

easily maintained

rozwinięta technologia

sophisticated technology

zaawansowany

advanced

wysokiej jakości

high-quality

2. Technical data:
długość

the length

It’s 365 m long.

szerokość

the width

It’s 134 cm wide.

wysokość

the height

It’s 35 m high.

waga

the weight

It weighs 5.24 kg.

pojemność

the cubic capacity

It’s 20 m³.

wydajność

the output

It can manufacture 2000 cartons per hour.

ładowność

the load

The maximum load is 2,350 kg.

Exercise two

♪

15

Listen and repeat the expressions used when preparing a special offer.

-

Price includes carriage.

-

Money-back guarantee.

-

Free delivery on orders over €200.

-

Payment within 30 days.

-

Available for immediate delivery.

-

30 days’ free trial.

-

Sale or return.

-

Limited offer - €100 off if purchased before 31 March.

-

Discount on orders over 500 pieces.

-

2-year warranty period.

-

An extended warranty at half price.

GLOSSARY
carriage – przewóz, transport
money-back guarantee – gwarancja zwrotu pieniędzy
free delivery – darmowa przesyłka

12

within 30 days – w ciągu/za 30 dni
available – dostępny
immediate delivery – natychmiastowa dostawa
free trial – darmowy okres próbny
sale or return – możliwość zwrotu w przypadku nie sprzedania towaru
limited offer – oferta limitowana
discount on orders over … – rabat dla zamówień powyżej…
warranty period – okres gwarancyjny
an extended warranty – przedłużona gwarancja

Exercise three

♪

16

Now listen to the sentences typical of presentations, and repeat them after the speaker.

-

I’m going to talk today about our new product.

-

All of you will be given a handout at the end.

-

It will give you some important details about the information I’m going to present.

-

It will include some graphics as well that you can use in your sales presentations.

-

The main purpose of my talk is to outline the major benefits of using this model.

-

I shall discuss these benefits in terms of ease of use and cost savings.

-

First, I would like you to look at some statistics.

-

I hope you’ll find them very encouraging.

-

I’d like to tell you about some trends in the fax market.

-

Let’s look at some figures. I’ll put them up on the screen now.

-

What do those statistics mean to us?

-

Let me give you an example which brings out graphically what I mean.

-

Let me turn to some other trends in the market.

-

So the major advantages are …

-

I’ll comment now on each of the features one by one.

-

Don’t hesitate to ask me any questions.

LEARN

Describing trends

increased
went up
rose
climbed
grew

(wzrosł-a/y)

went down
decreased
fell

(spadł-a/y)

to €200,000. (do €200,000)
by €2,5m. (o €2,5 miliona)
from 5.5% in December to 5% in June.
sharply. (gwałtownie)
slightly. (lekko)
steadily. (stale)
dramaticall. (radykalnie)
substantially. (znacząco)

remained
stayed

(pozostał-a/y)

steady/stable/constant at £…
at £ 12m.

fluctuated.

(wahał-a/y się)

Production
Total assets
Turnover
Net income
Profits
Sales
Production costs
Delivery costs

leveled off.

(ustabilizował-a/y się)

increase
rise

(wzrost)

A negligible (nieistotny,
ledwie zauważalny)
A slight (lekki)
A gradual (stopniowy)
A steady (stały)
A substantial (znaczący)
A sharp (gwałtowny)
A dramatic (radykalny)
A rapid (szybki)

drop
decline

(spadek)

in

production.
total assets.
turnover.
net income.
profits.
sales.
production costs.
delivery costs.

13

Lesson 12

Negotiations

Exercise one

♪

17

Listen and repeat the expressions used during negotiations.

1. Starting your position:

-

The price seems to be rather high. I was hoping for some discount.

-

The discount is only 5%. We didn’t expect it to be so low.

-

We’d like a discount for bulk purchase.

-

I had in mind something nearer …

-

We’d like a long warranty period.

-

We expect an early delivery.

-

We’d like a penalty clause for late delivery.

-

I’d rather have a non-exclusive contract.

-

A letter of credit suits me best.

-

We guarantee …

2. Asking for clarification:

-

What price do you have in mind?

-

How’s that then?

-

It depends what you mean when you say…

-

Could you be more specific?

-

Could we go through it again and check what we’ve agreed?

-

Let’s summarise, shall we?

3. Making a suggestion:

-

How about?

-

How about … if I were to offer to pay for …?

-

I’d like to suggest…

-

We could …

-

Let’s agree to …, shall we?

-

Do you want me to …?

4. Bargaining:

-

We’ll … if you …

-

We might be able to make an exception if you…

-

We’re prepared to … providing …

-

If you …, we could …

-

If we sent it every week, would you pay our extra cost?

-

On an order of 200 pieces, what discount could you offer?

-

Supposing we agreed to a 5% discount, would you agree to a 60-day credit period?

5. Asking for reaction:

-

How does that sound to you?

-

How do you feel about that?

-

What do you say?

14

6. Rejecting:

-

We just can’t agree to…

-

It’s out of the question.

-

No, I don’t really think so.

-

I’d rather not.

-

That’s rather difficult.

-

I’m afraid that’s not possible. / That wouldn’t be possible.

-

No, our terms of payment are customary, I’m afraid.

-

It’s company policy. We always insist on this.

-

No way, sorry.

7. Agreeing:

-

It might be possible.

-

We could accept that.

-

Yes, we could agree to that.

-

Why not?

-

I agree to …

-

That sounds good.

-

That’s a deal.

-

Fine then. That’s agreed.

-

We’ve got a deal.

GLOSSARY
bulk purchase – zakup hurtowy
to have in mind – mieć na myśli
early/late delivery –wcześniejsza / spóźniona dostawa
a penalty clause – klauzula dotycząca kar umownych
a non-exclusive contract – umowa na zasadach niewyłączności
a letter of credit – akredytywa
to mean – znaczyć, oznaczać, mieć na myśli
to summarise – podsumować
to make an exception – zrobić wyjątek
providing – zakładając
a 60-day credit period – 60-dniowy termin płatności
to sound – tu: Co o tym myślisz?
to feel about something – sądzić o czymś
to be out of the question – być niemożliwym
terms of payment – warunki płatności
customary – zwyczajowy, tradycyjny
company policy – polityka firmy
to insist on – nalegać na
That’s a deal. – Umowa stoi.

15

Exercise two

♪

18

Now take part in the negotiations and play the role of the customer. Listen to the
instructions.

- For all the equipment as you’ve seen it, we would like to bill you £15,000.

(Express your reaction to the price and suggest a discount.)

-

…

The price seems to be rather high. I was hoping for some discount.

-

Well, it compares favourably with our competitors. What price did you have in
mind, then?

(Say you were thinking of something nearer £12,000.)

-

…

-

I had in mind something nearer £12,000.

-

I’m afraid that’s not possible. We might be able to offer you £14,000 providing
you pay in advance. How do you feel about that?

(Ask whether they cover the delivery costs supposing you agree to that.)

-

…

-

Supposing we agreed to that, would you cover the delivery costs?

-

Yes, we could agree to that.

(Ask about a warranty. Say you’d like a two-year warranty.)

-

…

-

And what about a warranty? You know we’d really like a two-year warranty.

-

Oh well, that’s a bit difficult. You know company policy is one year. And I’m
sorry I can’t go along with you on that. We always insist on this.

(Agree to this and suggest leaving that point.)

-

…

-

Oh, all right. Well, let’s leave that point, then.

-

OK. That’s a deal then. Let’s summarise, shall we?

Exercise three

♪

19

Ups and downs. Listen and repeat the expressions. Then repeat the sentences expressing
uncertainty.

-

dojść do porozumienia

to reach an agreement

-

It doesn’t look like they will reach an agreement soon.

-

zrealizować ambicje

to fulfil an ambition

-

I couldn’t say if they will be strong enough to fulfil their ambition.

-

osiągnąć sukces

to achieve success

-

I’m not sure whether they will manage to achieve success.

-

dać radę

to succeed in

-

I might be wrong but they may not succeed in closing the deal.

-

powieść się (o planach)

to come off

-

It is doubtful whether their plans will ever come off.

-

upaść (o planach)

to fall flat

-

I might be mistaken but these plans are likely to fall flat fast.

16

-

osiągnąć cel

to reach the target

-

It is far from certain whether he will reach the target as soon as he thinks.

-

osiągnąć kompromis

to reach a compromise

-

I have doubts whether it’ll be possible for them to reach a compromise.

-

wywiązać się ze zobowiązania

to fulfil an obligation

-

It is not so certain whether she will fulfil her obligation.

-

mieć kłopoty z

to have trouble with

-

I may not be right but we can have trouble with realising this project.

LEARN

Import / Export Abbreviations

Price and responsibility - the price of goods includes:

f.a.s. (free alongside ship)

packing ready for shipment, delivery to quayside

c. and f. (cost and freight)

packing ready for shipment, delivery to quayside,
loading on ship, freight charges to named port of
destination

c.i.f. (cost, insurance, fright)

packing ready for shipment, delivery to quayside,
loading on ship, freight charges to named port of
destination, insurance charges

f.o.b. (free on board)

packing ready for shipment, delivery to quayside,
loading on ship

GLOSSARY
packing ready for shipment – zapakowanie do transportu
delivery to quayside – dostawa do nabrzeża
loading on ship – załadunek na statek
freight charges to named port of destination – opłaty za przewóz do portu docelowego
insurance charges – opłaty ubezpieczeniowe

17

Lesson 13

Marketing and Advertising

Exercise one

♪

20

Advertising. Listen and repeat the expressions.

ogłoszenie

an ad, an advert, an advertisement

ogłoszenie drobne

a classified ad

reklama w Internecie

a web banner

artykuł reklamowy

an advertorial

agencja reklamowa

an advertising agency

reklamodawca

an advertiser

akwizytor

a sales rep

adresat reklamy

a target

kampania reklamowa

an advertising campaign

długoterminowa kampania

a long-term campaign

wpływ reklamy

the impact of advertising

reklama podprogowa

a subliminal advertising

telesprzedaż

telesales, telemarketing

nazwa firmowa towaru

a brand name

logo sponsora

a sponsor’s logo

reklama radiowa lub telewizyjna

a commercial

ulotka

a leaflet

ulotka reklamowa

a flier

wkładka reklamowa

an insert

kampania promocyjna

promotional campaign

zwiększać zapotrzebowanie na...

to increase demand

reklamować

to advertise

Exercise two

♪

21

Listen and repeat the expressions connected with marketing tactics.

przeprowadzić badania rynkowe

to do market research

ocenić potencjał rynku

to gauge the market potential

rozpoznać zapotrzebowanie na nowy produkt

to identify the need for a new product

zwiększyć popularność marki

to increase brand awareness

stworzyć jasno zdefiniowany wizerunek marki

to make a clearly defined brand image

przeprowadzić energiczne kampanie marketingowe

to conduct vigorous marketing campaigns

rozwinąć rozległy dział sprzedaży

to build up massive sales forces

wprowadzić produkt na rynek

to launch a product

zwiększyć sprzedaż

to boost sales

zdobyć zaufanie klienta

to encourage consumer loyalty

zaoferować promocje

to offer price promotions

zaproponować promocyjne oferty dla nowych

to suggest introductory offers

linii produktów

on new brand lines

wybrać główny sposób reklamy

to choose the main advertising medium

monitorować wyniki nowego produktu

to monitor the performance of a newly-

launched product

18

Exercise three

♪

22

Listen and repeat the expressions connected with advertising strategy.

rozpocząć kampanię

to launch a campaign

kierować działania do odbiorców poniżej

to target the under-12 market

12 roku życia
wykreować wizerunek produktu

to project the right product image

mieć pomysł na opakowanie i atrakcyjne logo

to come up with ideas for packaging

and an attractive logo

stworzyć chwytliwe hasło reklamowe

to create a catchy slogan

informować i przekonywać konsumentów

to inform and persuade consumers

odwoływać się do szerokiego grona odbiorców

to appeal to a wide cross-section of

consumers

wyprodukować serię reklam

to produce a series of eye-

przyciągających uwagę

catching advertisements

promować produkt w wielu mediach

to promote a product across a wide

range of media

zaplanować kampanię w mediach

to plan a media campaign

zachęcać klientów

to attract the consumers

zrobić specjalne promocje

to run special promotions

rozdać darmowe próbki produktów

to distribute free samples of products

Exercise four

♪

23

Now listen to the brand manager describing the marketing strategy they are planning.

We are planning to launch a new product so a good marketing plan is essential. A lot of
market research has already been done, and the results prove that there is quite a
remarkable need for this type of product. Our Research and Development department
organised a symposium during last year’s Fair in Frankfurt to gauge the market potential
and the long-term success which is likely to be achieved. It’s supposed to be one of our
core brands so we have to conduct a vigorous marketing campaign and concentrate now
on brand-building activities. The advertising campaign must target the market precisely,
so we must come up with some ideas for a catchy slogan, packaging, and a special
promotion for the beginning. Moreover, we need to plan a media campaign including both
TV and radio commercials, and a series of eye-catching advertisements in the magazines.
We expect all our promotional activities to cost around € 600,000, and as we have a
limited budget, everything must be planned carefully.

Exercise five

♪

24

Now learn some useful language for participating in meetings.

1. Giving opinions:

-

I’m convinced we should …

-

I’m sure …

-

I have no doubt we need …

-

As I see it, we must…

-

In my opinion, …

-

To my mind, …

-

It seems to me …

-

I tend to think …

19

2. Checking comprehension:

-

To put that another way, …

-

If I follow you correctly, …

-

So what you are saying is …

-

Does that mean…?

-

Are you saying?

3. Agreeing:

-

I totally agree.

-

I agree entirely with Maria.

-

I quite agree.

-

I couldn’t agree more.

-

Absolutely!

-

Precisely!

-

Exactly!

-

I agree with you.

-

I tend to agree.

-

I suppose so.

4. Expressing reservations:

-

You have a point, but…

-

I agree to some extent, but…

-

I suppose you are right, but…

-

Maybe that’s true, but…

5. Disagreeing:

-

I don’t agree with you at all.

-

I totally disagree.

-

You are quite wrong about that.

-

It’s out of the question.

-

Rubbish! / Nonsense! / No way!

-

I don’t really think so.

-

I can’t see that, I’m afraid.

-

I’m afraid I can’t agree with you here.

-

I tend to disagree.

-

Is that such a good idea?

6. Making a suggestion:

-

I suggest that we…

-

I would suggest…

-

My suggestion would be to…

-

We could…

-

Perhaps we should…

-

It might be worth doing it.

-

What about…?

-

Why don’t we…?

20

Lesson 14

Company presentation

Exercise one

♪

25

Listen and repeat the expressions of a company description.

zaoferować szeroki asortyment produktów i usług to offer a wide range of products and

services

mieć wyjątkowy wybór marek wysokiej klasy

to have an exceptional range of

prestigious brands

być wiodącym producentem

to be the leading producer of…

produkować na rynek klientów indywidualnych

to manufacture products for the

consumer market

być usytuowanym w…

to be located in …

mający siedzibę główną w…

with the head office based in …

mieć fabryki w Europie i Azji

to have factories in Europe and Asia

założyć spółki zależne

to set up subsidiaries

filie regionalne

regional branches

sprzedawać produkty w detalu

to sell products through retail

zatrudniać 1000 pracowników na całym świecie

to employ 1000 staff worldwide

mieć doskonałe wyniki finansowe

to have excellent financial results

mieć obroty

to have a turnover of…

dochód netto

a net income

rozszerzać działalność w …

to expand our activities in…

stworzyć nową serię produktów

to develop a new series of products

Exercise two

♪

26

Listen and repeat the expressions used when talking of company strengths.

produkty wysokiej jakości po konkurencyjnych

high-quality products at competitive

cenach

prices

technologia zaawansowana

advanced technology

wiedza specjalistyczna

specialised know-how

wykwalifikowana kadra

professional staff

sprostać wymaganiom jakości

to meet quality standards

elastyczne terminy płatności

flexible payment conditions

szybka obsługa

fast service

wiarygodne terminy dostawy

reliable delivery dates

dobra obsługa serwisowa

a good after-sales service

bliski kontakt z rynkiem

close contact with the market

szeroka sieć sprzedaży detalicznej

extensive retail distribution

dostosowywać produkty do indywidualnych

to adapt products to met individual

wymagań

requirements

inwestycje w badania i rozwój

investments in research and

development

21

Exercise three

♪

27

Now listen to the conversation with the Public Relations Officer and repeat the questions
used to collect information.

-

What are your principal business activities?

-

…

-

The company primarily operates in only one business segment, which involves the design,
development, production and sales of PC accessories and personal interface devices.

-

What range of products do you offer?

-

…

-

We provide a range of product families used to control computers. The company
manufactures and sells mice, keyboards and other personal computer interface products
that enable users to communicate with their computers.

-

Where is the head office based?

-

…

-

The

Corporate Headquarters are located in Amsterdam.

-

What locations do you operate in?

-

…

-

The company is based in Netherlands, but has a strong presence in over 80 countries
through its extensive retail distribution network. It has manufacturing facilities located in
Asia and major distribution centres located in North America, Europe and Asia.

-

How many subsidiaries has the company established?

-

…

-

We’ve set up subsidiaries in the USA, United Kingdom, Hong Kong and Australia.

-

What is the company’s turnover?

-

…

-

We had a turnover of € 650 m.

-

What’s the net income?

-

…

-

Net income was €95 million.

-

How many employees do you have?

-

…

-

The company employs 3,250 staff worldwide.

-

What are your achievements?

-

…

-

We have exceeded our financial goals and achieved our sixth consecutive year of record
revenue and profitability. We continue to build our strong global brand, which represents
quality, design and innovation. We have launched more than 100 new products and
shipped more than 25 million units with our brand.

-

What are the company’s greatest strengths?

-

…

-

We offer innovative solutions to our customers

,

enhanced products at competitive prices.

We also increased efficiencies in our business. The implementation of new financial
software technology provides us with better controls and much faster reporting and access
to information.

That in fact enables us to be even more competitive, productive and

profitable.

-

What are the current projects?

-

…

-

We are now preparing for the next phase of growth, and we are investing in infrastructure.
We will build a new factory in India which will provide greater manufacturing capacity.

22

GLOSSARY
to operate in – działać w
to involve – zajmować się
to provide – dostarczać
retail distribution network – sieć sprzedaży detalicznej
manufacturing facilities – zakłady wytwórcze
to exceed financial goals – przekroczyć założenia finansowe
to achieve – osiągnąć
consecutive year of record revenue and profitability – kolejny rok rekordowych dochodów i
wysokiej rentowności
quality – jakość
design – model, wzór
innovation – innowacja
to ship – wysłać, przewieźć
enhanced products – ulepszone produkty
innovative solutions – nowatorskie rozwiązania
to increase efficiency – zwiększać wydajność
implementation – wdrożenie
productive – wydajny, produktywny
profitable – zyskowny
phase of growth – faza wzrostu
to invest in infrastructure – inwestować w infrastrukturę
manufacturing capacity – zdolność produkcyjna

LEARN

Interpreting statistics

Reading statistics
100 % - all (of) …
96 % - the vast majority of …
80 % - most …
54 % - more than a half of …
50 % - a half of …
40 % - less than a half of …
30 % - nearly a third of …
25 % - a quarter of …
3 % - hardly any of …
0 % - none of …

Comparing alternatives
The number of … is about average.
We have more/fewer… (employees) than …
Now we spend more/less money on …
(research and development).
We have the highest/lowest … (tax) rates.
We pay the most/least …(tax).
We have the highest/lowest level of …
(productivity).

Giving reasons and results

Reason

Result

The increase in competition

resulted in

led to

contributed to

the decrease in our market share.

Result

Reason

The rise in distribution cost

resulted from

was due to

may be a result of

the increase in petrol prices.