Tag: business and business english

Emojis in Business Communications

B2 – Upper Intermediate

Emojis add humor and spirit to digital communications. It expresses happiness, laughter, anger, fear, etc. However, in business, a more traditional approach using formal language in plain text has been the norm. The question is whether to use emojis or not in business communications.

Get further insight from the article below.

https://www.business.com/articles/put-an-emoji-on-it-should-you-use-emojis-in-business-communication/

Vocabulary Questions

  1. What does the idiom “to break down barriers” mean in the sentence, “Emojis in a business setting break down barriers in formal communication and bring conversations down to a personal level.”? Use it in a sentence.
  2. What does the idiom “to get lost in translation” mean in the sentence “Emojis can get lost in translation.”? Use it in a sentence.
  3. What does the word “launchpad” mean in the sentence, “Emojis should serve as a launchpad for more in-depth conversations.”? Use it in a sentence.

Discussion Questions

  1. Do you like using emojis when having a digital conversation? If so, describe one emoji that you frequently use.
  2. Do you work in a formal or informal industry? Are employees allowed to use emojis? Tell me more about it.
  3. How can adding emojis change the way you communicate with your colleagues, superiors, clients, or customers?
  4. Cite situations where using emojis might be considered inappropriate.
  5. Do you think emojis will evolve in the future? If so, how?

Disabled Traveller Market

B2 – Upper Intermediate 

Traveling has never been the most favorite pastime until now. Everyone just seems to be so engaged in this activity.

However, for people with disability, these sightseeing activities are usually short and inconvenient as most places do not exactly have inclusive designs.

According to World Health Organization (WHO) data, one in six people in the world have a significant disability. The tourism industry needs to recognize that this represents a significant number of an underserved segment and billions in untapped revenue.

Read the article about the untapped disabled traveller market. Be ready to answer the questions that follow.

https://www.bbc.com/worklife/article/20240116-the-disabled-traveller-market-represents-billions-in-untapped-revenue

Vocabulary Questions:

  1. What does “revenue-driving” mean, “Trentino for All aims to make the province’s experiences accessible for as many people as possible – and simultaneously create a popular, revenue-driving destination for inclusive tourism.”? Give 1-2 synonyms or similar expressions and use “revenue-driving” in your own sentence.
  2. What does “bottom line” mean here, “Making upgrades that increase the bottom line.”? Use this term in your own sentence.
  3. What does “the power of the purse” mean, ”They’ve become very demanding of equally good service, and aren’t afraid to exercise the power of the purse.”? Give 1-2 synonyms or similar expressions and use “the power of the purse” in your own sentence.

Discussion Questions:

  1. Do you think that recreation areas or points of interest in your city/country are PWD-friendly or have inclusive design? If not, should they be upgraded? Share your thoughts.
  2. “Destinations are making substantial investments in accessible attractions and programming.” Is this a worthwhile business venture? Explain your opinion.
  3. What challenges might PWDs and their companions have when travelling?
  4. Share what you know about the European Accessibility Act or some benefits and privileges disabled people enjoy in your country.
  5. What else can be done to advocate for disability inclusion?

Revolutionizing Marketing with Artificial Intelligence

B2 – Upper Intermediate

Welcome to the forefront of marketing evolution, where data transforms into actionable insights through the lens of artificial intelligence.

Read the article as it showcases how AI is reshaping and empowering businesses to make informed decisions and stay ahead in the dynamic realm of modern marketing.

https://www.linkedin.com/pulse/revolutionizing-marketing-artificial-intelligence-miguel-n-monzones-dqh6c

Vocabulary Questions:

  1. What does “finely tuned” mean, “By leveraging natural language processing (NLP) and machine learning algorithms, AI can produce content that is not only grammatically sound but also finely tuned to resonate with the intended audience.“? Use it in a sentence.
  2. What does “brand voice” mean, “AI’s impact on content generation is especially noteworthy in its ability to maintain brand voice consistency while delivering diverse content formats, from articles and social media posts to ad copy.”? Use it in a sentence.
  3. What does “conversion rate” mean? “This level of insight allows marketers to devise highly targeted campaigns that resonate individually, significantly enhancing engagement and conversion rates.” Use it in a sentence.

Discussion Questions:

  1. How does artificial intelligence play a pivotal role in deciphering and understanding consumer behavior, enabling marketers to tailor their strategies more effectively?
  2. In what ways does AI revolutionize campaign optimization, and how can businesses leverage machine learning algorithms to enhance the efficiency and impact of their marketing initiatives?
  3. How does the integration of AI in marketing provide businesses with actionable insights, transforming raw data into strategic decision-making tools that contribute to overall success?
  4. As AI reshapes the marketing landscape, what key strategies can businesses adopt to stay ahead of the curve and harness the full potential of artificial intelligence for sustained competitive advantage? Share your insights.

McDonald’s Flopped In Vietnam

B2 – Upper Intermediate

In the global landscape of fast-food giants, McDonald’s has managed to establish an iconic presence in numerous countries.

However, its venture into Vietnam, a nation renowned for its rich culinary traditions, presented a unique set of challenges leading to a less-than-successful outcome.

Watch the video to know more about it and be able to answer the questions that follow.

Vocabulary Questions:

  1. What does the idiom “to get one’s hands on” mean? “The launch drew crowds of locals who waited hours to get their hands on a Big Mac.” Use it in a sentence.
  2. What does “rock-bottom “mean? “For the Vietnamese, we have our banh mi sandwiches and those sandwiches are sold on the streets at rock-bottom prices compared to McDonald’s and Burger King.” Make one sentence.
  3. What does the idiom ” mend fences” mean? “It wasn’t until that the United States and Vietnam mended fences and opened the door for trade.” Use it in a sentence.

Discussion Questions:

  1. In your opinion, how much of McDonald’s struggle in Vietnam can be attributed to cultural differences, and to what extent should multinational companies adapt their strategies to fit local cultures?
  2. Do you believe McDonald’s could have succeeded in Vietnam with a different menu tailored specifically to Vietnamese tastes, or was the issue more deeply rooted in other factors? Share your thoughts.
  3. How did changing consumer trends towards healthier eating impact McDonald’s in Vietnam, and what lessons can other international fast-food chains learn from this experience?

Gucci Knockoff Is Totally Legal

B2 – Upper Intermediate

In the ever-evolving landscape of consumerism and global markets, the issue of knock-offs, or imitation products resembling popular brands such as Gucci, has sparked considerable debate.

While the term “knockoff” often carries a negative connotation, it is essential to recognize that not all imitations fall into the realm of illegality.

Surprisingly, in certain contexts and under specific conditions, knockoffs can be legally produced and distributed.

Watch the video to know more and be able to answer the questions below.

Vocabulary Questions:

  1. What does “knockoff” mean? “New technology and the speed of production have amplified the two views on knockoffs.” Give 1-2 synonyms or similar expressions and use “knockoff” in your own sentence.
  2. What does “battleground” mean in this context? “In fashion, the main battleground is copyright.” Give 1-2 synonyms or similar expressions and use “battleground” in your own sentence.
  3. What does the phrase “at stake” mean? “It’s hard to protect fashion designs because it’s not obvious that protecting them promotes progress. And from a legal perspective, that’s all that matters. Even though to the artists, that’s not the only at stake.” Give 1-2 synonyms or similar expressions and use “at stake” in your own sentence.

Discussion Questions:

  1. What is your stance on the legality of Gucci knock-offs? Do you believe it is fair for these imitation products to be considered legal under certain circumstances? Explain.
  2. Do you think the legality of Gucci knock-offs promotes healthy competition in the fashion industry, or does it undermine the efforts of genuine designers and brands? Share your thoughts.
  3. How does the legal status of Gucci knock-offs impact the broader conversation about intellectual property rights and the balance between consumer choices and brand protection?
  4. How does the existence of legal knock-offs be seen as a positive aspect, providing more affordable alternatives for consumers who aspire to the luxury brand but cannot afford the original products?

Relationship Marketing

B2 – Upper Intermediate

In relationship marketing, businesses aim to build long-term relationships with customers. Rather than rushing to sell things, they focus on building solid connections. They work with the marketing team, using tools like databases to understand what customers enjoy.

Trust is important in the process. If customers don’t trust the company, things get tricky. So, relationship marketing is like playing the long game, collaborating, and using smart tools to keep everyone smiling.

Check out the article below to know about relationship marketing.

https://englisharticles.info/relationship-marketing/

Vocabulary Questions

  1. What does the term “message differentiation” mean in the sentence, “And rather than just selling, the sales department works with marketing to use techniques like database marketing, message differentiation to different target markets, and tracking of promotional effects to improve the relationship.”? Use it in a sentence.
  2. What does the word “flagging” mean in the sentence, “AT&T builds databases of customers with similar profiles, flagging those with the most potential for up-selling.“? Use it in a sentence.
  3. What does the phrase “converted leads” mean in the sentence “The number of qualified and converted leads generated from a medium will be less important.”? Use it in a sentence.

Discussion Questions

  1. Have you ever experienced a situation where a business went the extra mile to make you feel valued as a long-term customer? Talk about it.
  2. In your understanding, how are leads generated to sustain long-term connections with customers?
  3. What benefits do businesses derive from adopting a relationship marketing approach?
  4. What do you think businesses might lose if they ignore relationship marketing?
  5. How do you think relationship marketing will change in the future?

Popular Water Bottle

B1 – Intermediate 

In the middle of many environmental problems we have today, people are becoming more and more sustainability-conscious. One of things we want to reduce is the single use of plastics. A solution is using less plastic cups and bottles for drinks or water. 

Then, a new trend started with people using reusable tumblers. 

One of the most famous water tumbler brands is Stanley that is well-known for its durability and double-walled vacuum insulation.

Listen to this audio and read the transcript about the popular water bottle brand Stanley cups.

Be ready to answer the questions that follow.

https://www.newsinlevels.com/products/popular-water-bottle-level-3/

Vocabulary Questions:

  1. What does “sought-after” mean, “Stanley cups, particularly limited editions, have become highly sought after and are re-selling for hundreds of dollars.” Give 2 synonyms or similar expressions and use the word ‘sought after’ in your own sentence.
  2. What does “word-of-mouth” mean, “Marketing expert Camille Moore emphasizes that Stanley succeeded by creating a great product, relying on word-of-mouth and social media rather than traditional advertising.”? Use this expression in a sentence.
  3. What does the verb “to skyrocket” mean? “Despite being around since 1913, Stanley’s fortunes skyrocketed after the introduction of the 1.2-liter ‘Quencher’ tumbler in 2016.” Use this word in a sentence.

Discussion Questions:

  1. Why are Stanley cups very popular?
  2. What is your opinion about Stanley’s strategy to promote its products/brand by creating a great product, using word-of-mouth and social media instead of traditional advertising? 
  3. Do you own a reusable water bottle? Why or why not?
  4. What are the good things about using reusable water bottles?
  5. Do you think that they are a solution to our environmental problems? Explain.

Companies Are Debranding

C1 – Advanced

Debranding is when companies purposely decide to change or get rid of their familiar brand identity. It’s a smart move that challenges the idea that a strong brand should never change. In this quick look, we’ll uncover why companies debrand, what it means for them, and why businesses are choosing to rethink how they look and tell their story.

Watch the video to know this interesting world of debranding and the stories it creates in the ever-changing business world. Be able to answer the questions below:

Vocabulary Questions:

  1. Define “design inflation“. “2D look was the norm until computers took over and design inflation spiraled out of control.” Use it in a sentence.
  2. What does the expression “to spiral out of control” mean? “2D look was the norm until computers took over and design inflation spiraled out of control.” Use it in a sentence.
  3. What does the saying “the pendulum swings” mean? “It seems likely that debranding will be with us for a while, but who knows when the pendulum will swing and the trend reverts to detail complexity and personality.” Make one sentence with this idiom.

Discussion Questions:

  1. What are your thoughts on the trend of companies debranding in recent years?
  2. Do you believe that one day the pendulum will swing and the trend will revert to detail complexity and personality when it comes to branding? Explain.
  3. Is debranding a risky move for companies, considering the potential loss of brand recognition and identity? Share your insights.
  4. How does debranding impact consumer trust and loyalty towards a company?
  5. Share some branding moves your company has made the past years to reinvent itself.

Marketers Target Your Nose

B2 – Upper Intermediate

Have you ever walked into a store and instantly felt a unique aroma that just screams, ‘This is the place.’? That’s the magic of scent branding.

Scent branding is not just about smelling nice. It’s a powerful tool in the industry that taps into the psychology of our olfactory senses. Companies use carefully crafted scents to create memorable experiences, trigger emotions, and build strong brand connections.

Watch this video and explore how scent branding works, its impact on consumer behavior, and how businesses leverage the power of fragrances to enhance their brand identity. Be able to answer the questions that follow.

Vocabulary Questions:

  1. What does “touch point” mean? “Scent marketing is the idea of using scent and incorporating to all the touch points of the customer experience.” Use this term in a sentence.
  2. Explain “scentscaping“. “For example, museums have used “scentscaping” to intensify their exhibits.” Use the word in sentence.
  3. What does the term “billboard scenting” mean? “Abercrombie and Fitch or Hollister stores are most extreme form of scent marketing called “billboard scenting.” Make a sentence using the expression.

Discussion Questions:

  1. What is your personal experience with encountering scent branding in various places, and how did it impact your perception of those spaces?
  2. Do you believe that scent branding is a genuine and effective method for businesses to establish a unique brand identity? Why or why not?
  3. In your opinion, should businesses invest more in scent branding or focus on traditional branding methods? What factors contribute to your viewpoint?
  4. How ethical do you find the use of scent in marketing, especially when it comes to influencing consumer behavior? Are there any boundaries that businesses should adhere to?
  5. Considering the potential impact of scent on emotions and memories, how might scent branding be used in non-commercial spaces, such as healthcare environments or educational institutions?

Using Savings to Start an Amazon Side Hustle

B2 – Upper Intermediate

In today’s fast-paced and competitive world, many individuals find themselves contemplating whether to continue on their current path or pursue a side hustle that shows potential for success. While the decision to leave behind stability and venture into the unknown can be daunting, it is important to carefully consider the benefits and drawbacks before taking such a leap.

One common thread among various definitions of success is the idea of accomplishment. Success often implies reaching a desired outcome or fulfilling one’s aspirations. However, it is important to recognize that success is not solely measured by external achievements but also by internal satisfaction and fulfillment.

See how a 17-year-old turned her $2,000 savings into a side hustle that is now bringing her more than $30,000 a month.

https://www.cnbc.com/2024/01/05/teen-used-savings-to-start-lucrative-amazon-side-hustle-guinealoft.html

Vocabulary Questions:

  1. What does “to mock up” mean here,  “After a year of mocking up prototypes, Lin got distracted by a different idea: She wanted to sell athleisure for girls at a lower price point than large, trendy brands.”? Use this phrase in a sentence.
  2. What does “to fizzle out” mean,  “It was one of a few signs that TLeggings was fizzling out: Despite the lofty revenue numbers, the company was never profitable, and Lin struggled to keep up with her competitors.”?  Use this phrase in a sentence.
  3. What does the phrase “to reek of something” mean in the sentence, “They are difficult to clean, Lin says, and often reek of excrement.”? Use this phrase in a sentence.

Discussion Questions:

  1. What are your thoughts on Bella Lin’s business journey?
  2. What do you think about her products?
  3. What are your thoughts on having a side hustle?
  4. “She’s also considering taking a gap year after graduating high school.” If you were Bella Lin, would you also temporarily halt your education to run and expand your business? Why or why wouldn’t you?
  5. Have you ever had to make a significant decision on your professional path? Tell me the details of what happened.