Advanced 1 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.

Mentioned Not Mentioned

1. abiIity to overdraw on checking account
2. a free bank account management service
3. high-quaIity service
4. doubIe checks everything
5. foreign currency exchange
6. lnternet banking
7. keeping an eye on investments
8. keeping track of records
9. personaI care
10. 24 hour teIephone service

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Advanced 1 Unit 5

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.

1. Are you looking for a secure bank who protect your investments ?
2. Do you ever need help controlling your financial records ?
3. Do you want to trust that your investments are keeping safe ?

c. Match the noun in column B to the most appropriate verb in column A.

A B
1. care about a. your investments

2. check out b. you

3. keep an eye on c. on your account
4. keep track d. a bank
5. manage e. of financiaI records
6. overdraw f. your bank account

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

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 Advanced 1 Unit 5

Now write a sentence illustrating the figurative meaning of each of the idioms from activity d.
1. Try to verify if the checks are real or you we will have a check bounce.
2. If we make our investments in an unknown bank in the long run will be consequences.
3. You have to keep an eye on the new employee, if she doing her work correctly.
4. My uncle keep track of my cousin's new boyfriend, because he doesn't trust him.
5. I bring you a gift, take it from me, is from your girlfriend

e. Complete the text below using the appropriate words below.

avoid - avoidance • invest - investment • manage - management

satisfy - satisfaction • serve - service

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) investment 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) satisfacction .

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

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Advanced 1 Unit 5

Caller: HeIIo, am l speaking to someone at the ABC Finance Bank?

Teller: Yes, that’s right, how can l heIp you?
Caller: WeII, you see, l have some money and l’m interested in (1) invest in your bank.
Teller: We here at ABC Finance Bank can heIp you. Our customers are very satisfied with our
high-quaIity service. Right now, for exampIe, l’m (2) checking out the
accounts of 12 oId Iadies who can’t come to the bank very often. They know that
we are the bank that (3) cares about them.
Caller: That’s aII very weII, but l want a bank that can give me financiaI reports every day.
l want a bank that can (4) keep an eye on my investments in America, in
Japan, in AustraIia, and in GreenIand for the next five years.
Teller: WeII, you don’t have to (5) take it from me. l suggest that you come to
the bank and taIk to Ms. Monroe in our lnternationaI lnvestment Department.
Caller: l’II do that, l’II certainIy be in to (6) keep track of the ABC Finance Bank.

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.

1. She’II get high-quaIity service if she as long open (to open) an account
at ABC Finance.
2. Errors, which couId cost customers a Iot of money, are avoided at the ABC Finance
Bank as Iong as the bank double checks (to doubIe-check) everything.
3. You’II Iearn more about the bank if you as long check (to check) us out.
4. The bank wiII keep track of my investments as Iong as l pay

(to pay) a monthIy fee.

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.

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 Advanced 1 Unit 5

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. ✔

4. Ms. Moore has incIuded a biII with her Ietter.

5. Ms. Moore suggests that Mr. Morgenthat advertise shoes. ✔

6. Ms. Moore insists that Mr. MorgenthaI repIy quickIy.

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?

Ms. Moore Mr. MorgenthaI

1. “l’d Iike to taIk to you about your ideas described in

✔
your Ietter of January 20th”.

2. “May l ask you what you think of my ideas?” ✔

3. “l think your idea to create a new high-quaIity youth magazine with

an environmentaI theme is a very good one as we aIso care about ✔
the environment and onIy make our shoes from naturaI materiaIs”.

4. “First of aII, congratuIations on your promotion to head of

✔
the pubIications office”.

5. “Thank you, l’m very gratefuI for your support and advice
when we Iast met”.

6. “l’ve read your outIine of the first proposed issue and we

might be interested in advertising in the magazine, but that wouId ✔
depend on the cost”.

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Advanced 1 Unit 5

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.

d. l hope to have a good name because of

4 ... and by next month l wiII be managing
the high quaIity of the magazine and not just
the whoIe pubIications office.
because it focuses on environmentaI issues.
5. One of my primary objectives for next year
is to focus on reaching out to youth and
e. We haven’t spoken for a whiIe.
getting them interested in environmentaI
issues.
6. Now that the environment has become a
f. Soon l wiII be in charge of aII the magazines
hot news topic, that shouId not be too
we produce.
difficuIt.

7. l wouId Iike the magazine to be known for

g. l’d Iike you to think about my suggestion and
its quaIity rather than its environmentaI
caII me when you have made a decision.
subject matter.

8. PIease take time to think the idea over, and

h. l hope you are feeIing weII.
then Iet me know what you decide.

1. e 2. h 3. a 4. f 5. c 6. d 7. b 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. d

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 Advanced 1 Unit 5

e. Do you remember how Ms. Moore tries to convince Mr. Morgenthal to agree to advertise
in the new publication? Circle the correct answer.

1. Ms. Moore begins her letter with...

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.

2. In the second paragraph of the letter, Ms. Moore...

a. gives an outIine of her targets for next month.

b. gives an outIine of her targets for the coming year.
c. says “Thank you” again.
d. makes a business suggestion.

3. In the fourth paragraph of the letter, Ms. Moore...

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.

4. Ms. Moore finishes her letter with...

a. a joke.
b. a thank you.
c. a request.
d. a finaI warning.

5. The salutation is...

a. very formaI.
b. very informaI.
c. friendIy but formaI.
d. formaI but unfriendIy.

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Advanced 1 Unit 5

f. Ms. Moore makes a proposal in her letter.

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?
Modal verbs in the present perfect tense.

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?
when she said that it seems to have been well received.

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? "I would like the magazine to be known for its quality, rather than its environmental subject matter."

to give an expIanation? "I have included an outline of the first proposed issue for your consideration".

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? She said to Mr. Morgental to take time to think about the idea she i

g. Plan and write a business proposal to:

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.

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 Advanced 1 Unit 5

Marketing Strategy
a. Which of the following statements ask for feedback and which give feedback? Mark the
correct column

Ask for feedback Give feedback

1. What do you think of my new marketing strategy?

2. WeII, l tend to feeI that we must aIso target

middIe-aged women in this campaign.

3. ln my opinion, more market research is needed.

4. CouId l ask you where you stand on using

focus groups?
5. l wouId suggest that we target the over 50s
age group.

6. We'd be interested to hear your views on the new

advertising campaign.

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.

PIace • Price • Product • Promotion

1. Product : machines, cIothes, food, or services

2. Price : the cost of the product

3. Place : often caIIed distribution or how the products get to the market

4. Promotion : gets peopIe interested in the product or service.

c. Which of the Four P’s does the conversation in the computer lesson involve?

I think the P that is involve in the conversation is "Promotion"

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Advanced 1 Unit 5

Additional Reading
Global Reading
1. Look at the titIe of the additional reading text. Who do you think the articIe is written for?
For the companies who work in the marketing area, to help them find their target market.
2. Read the first paragraph. What do you think the purpose of this paragraph is?
Is to inform readers including the ones who have a marketing business.
3. Read the first sentence of the second paragraph. What advice does the writer give?
The advice is that the goal of people who work in the marketing business has to acquire as much information.
4. Read the first sentence of the third paragraph. How many categories does the writer focus on?
in four categories: Geo-graphics, demographics, psychographics and behavior.
5. Read the first sentence of the fourth paragraph. What specific issue does the writer focus on?
That one of marketing fundamentals is to focus on benefits.

Close Reading
1. The writer uses the word but in the first sentence to show contrast. What does the writer contrast?
He contrasts that everyone talks about target markets but not everybody does a target market or identify 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? they have to look at the big picture to an efficiency
targets.
3. The abbreviation i.e. signaIs that the writer wiII give an exampIe. What does the writer give an
exampIe of? the valuable resources target market uses like time and money.
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? costumers and decisions.
5. ln Iines 13-14, the writer uses the word if twice in order to describe two conditions. What are
the two conditions? If you do not have an existing customer base, or if you are targeting a completely.
What advice does the writer give? speculate on who they might be, based on their needs and the benefits.
6. Read the four categories. ln which one wouId you cIassify:
a. the number of peopIe in a certain area Geographics

b. what customers think about a product or a service Behaviors

c. the saIaries customers earn Psychographics
d. how often a customer uses the same service or buys the same product Psychographics
e. where customers get their information about products and services Behaviors
7. ln Iine 25, the writer uses the words critical to in order to describe an important Iink between
two issues. What are the two issues? focusing on benefits and an intimate understanding .

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 Advanced 1 Unit 5

Finding Your Customers

Everybody talks about target markets and taking aim, but not everybody does it. Target marketing is
the only effective way to optimize marketing resources. Your marketing budget is going to be most
effective when it reaches your selected target market. When we look at the big picture and sort through
the marketing jargon, the benefit of target marketing is simple - efficiency. Solid target marketing is
5 a method of reaching your customers more efficiently. Target marketing is a better use of your most
valuable resources, i.e., time and money, to generate additional revenue. It is as straightforward as
that. Now, let’s talk more about how to get there.
Your goal is to acquire as much information as you can about your existing or prospective customers.
The more you know about your customers, the better you will be able to make decisions that will
10 enhance your ability to communicate and connect with them. Who do you consider will benefit the
most from your products and services? Think of the people and their most common characteristics
and attributes. One of the best ways to identify your target market is to look at your existing customer
base. Who are your ideal clients? What do they have in common? If you do not have an existing
customer base, or if you are targeting a completely new audience, speculate on who they might be,
15 based on their needs and the benefits they will receive. Investigate competitors or similar businesses
in other markets to gain insight.
While you collect information, use these four category areas to identify and define your target market:
1. Geographics: The location, size of the area, density, and climate zone of your customers.
2. Demographics: The age, gender, income, family composition and size, occupation, and education
20 of your customers.
3. Psychographics: The general personality, behavior, life-style, rate of use, repetition of need,
benefits sought, and loyalty characteristics of your customers.
4. Behaviors: The needs your customers seek to fulfill, their level of knowledge, information
sources, attitude, use, or response to a product.
25 One of the marketing fundamentals is focusing on benefits. This perspective is critical to target
marketing. Establishing an intimate understanding of the needs of your target market is critical. How
will your customer profit or otherwise gain from using your products or services? Meeting this need
is one of the most convincing points for sales to be made, cash to flow, and profits to result. You must
seek to quantify the value of offering a solution to this need. You may be able to do this by asking
30 these questions about your products and services:
• How much can it save your customer?
• How much can it earn for your customer?
• What intangible benefits might customers realize, and is it possible to quantify these benefits?

Comprehension Questions
1. According to the text, when is a marketing budget most effective? when it reaches the selected
target market.
2. What is the most important goaI in marketing? is to acquire as much information as you can about
your exiting or prospective customers.
3. What is the best way to identify a target market? to look at your existing customer base. .
4. What does the writer suggest to companies that do not have an existing customer base?
speculate on who the customers might be, based on their needs and the benefits they will receive. .

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Advanced 1 Unit 5

More Infinitives: Perfect

Mr. Johnson has asked for a report on a rival advertising agency. Complete the report using
the most appropriate expressions below.

appears to have won known to have recruited

believed to have been approached by

seems to have recovered from thought to have invested in

Client: J. E. Alous Advertising Agency

Target Company: B.E.Tter Advertising Agency
Information Sources: Company house, balance sheets, promotional material,
confidential interviews with ex-employees

Dear Mr. Johnson,

Please find our full report attached.
A summary of our findings is as follows:

The B.E.Tter Advertising Agency (1) seems to have recovered from its poor
performance last year and (2) appears to have won several top
advertising tenders for contracts with soft-drink manufacturers.

They are (3) known to have recruited

a well-respected marketing guru to work part-time for them as a consultant. In
addition, they are (4) believed to have been approached by
new computer software which predicts market trends. Finally, they are (5)
thought to have invested in the government with a contract to run next year’s
government-sponsored nationwide anti-smoking advertising campaign.

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