Tag: business and business english

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.

Rules to Control Spending in Video Games 

B2 – Upper Intermediate

Based on recent data, the gaming market worldwide is hundreds of billions worth, besting the music and movie industries combined.

In attempts to battle rampant video games addiction in the country, the Chinese government has outlined new set of regulations to crackdown on spending and rewards in video games so as not to encourage people from playing them too much.

These new rules affect one of the world’s biggest gaming industries which has just started seeing growth again this year.

Watch the video about the new rules to control spending in video games in China.

Vocabulary Questions:

  1. What does ”deal a blow to someone/something” mean,”The decision spooked investors and dealt a blow to the world’s biggest games market which returned to growth this year.”? Give two (2) synonyms or similar expressions and make a sentence using ‘deal a blow’.
  2. What does “take a hard/tough line on someone/something” mean? “Beijing has taken a tough line on video games over the years.” Give two (2) synonyms or similar expressions and make a sentence using ‘take a hard/tough line on someone/something’.
  3. What does “suspend” mean? “It also suspended the approval of new video games for about eight months citing gaming addiction concerns.” Give two (2) synonyms or similar expressions and make a sentence using ‘suspend’.

Discussion Questions:

  1. What are your thoughts on these new regulations? Are they necessarily crucial at this point given that the gaming industry in China is just starting to gain momentum again?
  2. What impact do these new rules have on the gaming industry in China?
  3. Is video game addiction also a serious problem in your country? Elaborate on the situation.
  4. How else can video game addiction be controlled?
  5. Should video gaming be encouraged or otherwise? State your stance.

Introverts Can Become Master Networkers

B2 – Upper Intermediate

A professional network can offer you many things, but perhaps the most talked about, is career growth. Research shows that people with stronger networks end up with higher salaries and more promotions. It makes sense. The more connected you are to people at different job levels, both inside and outside of your organization, the more likely you are to know about new opportunities when they arise.

If you’re feeling confused, anxious, or unsure about what networking really is, why it matters, and how to get started, here are some pieces of advice.

https://www.cnbc.com/2022/09/29/expert-networking-tips-for-introverts-from-coach-jevonya-allen.html

Vocabulary Questions:

  1. What does “to be cut out for something” mean? “There’s nothing wrong with having an introverted personality — and it certainly doesn’t mean you’re less cut out for a successful career.” Use it in a sentence.
  2. What does “strong suit” mean? “While networking might not be your strong suit, Allen says it’s a skill you can pick up in a few small steps.” Use it in a sentence.
  3. What does “to put forth” mean? “Consider avoiding events right after work, when you might be too tired to put forth your best effort.” Use it in a sentence.

Discussion Questions:

  1. What do you think about the tips from the article?
  2. How easy is it for you to do networking at business events? 
  3. When you go to business gatherings, who do you want to meet and why?
  4. Which conversation at a business event was the most memorable for you? What did you learn from that encounter?
  5. How different do you think your conversations/networking with people/colleagues/peers from other countries would be and why is that?

Human-Centered Design

B2 – Upper Intermediate

Human-centered design is a way of solving problems, and it’s getting a lot of attention. This video shows you what human-centered design is all about and why it’s making waves. It explains how focusing on people can make a big difference in different areas or industries.

Vocabulary Questions:

  1. What does the idiom “on the fly” mean in the sentence, “The inspiration phase is about learning on the fly, opening yourself up to creative possibilities, and trusting that as long as you remain grounded in the desires of people you’re designing for, your ideas will evolve into the right solution.”? Give two synonyms and use this phrase in a sentence.
  2. What does the phrase “shore up” mean in the sentence, “During the implementation phrase, you’ll build partnerships, shore up your business model, and get your idea out into the world.”?  Give two synonyms and use this phrase in a sentence.
  3. What does the expression “to get one’s idea/s out into the world” mean in the sentence. “During the implementation phrase, you’ll build partnerships, shore up your business model, and get your idea out into the world.”?  Give two synonyms and use this phrase in a sentence.

Discussion Questions:

  1. What makes human-centered design effective?
  2. How does human-centered design uniquely benefit users?
  3. Share successful examples of human-centered design applications.
  4. Has your company adopted human-centered design in its projects? Cite examples on how.
  5. Do you think this method can work for personal projects? Why or why not?

Viral Post Blew Up a Business

B2 – Upper Intermediate

In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way we communicate, connect, and promote ourselves or our businesses. With just one social media post promotion, individuals and companies can reach a vast audience and make a significant impact.

When it comes to promoting a product or service on social media, suppliers can be valuable allies. By collaborating with suppliers and showcasing their contribution in the production process through engaging posts, companies can not only increase brand visibility, but also strengthen their supplier relationships.

Watch this video to find out how a single Facebook post transformed a business.

https://www.bbc.com/news/av/business-67692431

Vocabulary Questions:

  1. What does idiom “blow up” mean in the sentence? “A viral Facebook post nearly blew up our business.” Use this in your own sentence.
  2. What is the meaning of the phrase “supply chain“? “We quickly sold out of everything we had in the warehouse and we had to dial up our relationships with the whole of our supply chain.” Use this phrase in a sentence.
  3. What is the meaning when “to change the game“? “We started the brand, launched it nationwide in 2014, but everything changed in 2017 when a viral Facebook post completely changed the game for us.” Use this in your own sentence.

Discussion Questions:

  1. How important is advertising for a company or a product?
  2. Do you advertise your business (the company you are working for) or its products? If so, in what ways?
  3. How significant is it to research a product’s supply and demand chain?
  4. Why should a company value its relationships with its suppliers?

Slogan Is Necessary for Business

B2 – Upper Intermediate

Slogans play a strategic role for any business. They say what your company is all about in a few words. Good slogans “play” with customer’s minds, making them believe your product is reliable.

Read the article to know why brand identity is necessary and how catchy slogans help in achieving it.

https://mailchimp.com/resources/is-a-slogan-necessary/

Vocabulary Questions:

  1. What is a “catchphrase”? “”Let’s Go Places,” is the catchphrase for Toyota, the maker of the world’s most popular car, the Corolla.” Give 2 synonyms and use “catchphrase” in a sentence.
  2. What does “rent real estate in someone’s brain” mean? “Imagine that you could rent real estate in your customer’s brain.” Use it in a sentence.
  3. What does “to stay fresh in one’s mind” mean? “We listen to people, and we say things to people, but, at least for most of us, not a lot of what we hear stays fresh in our minds.” Give 2 synonyms and use “to stay fresh in one’s mind” in a sentence.

Discussion Questions:

  1. How good are you at slogans? Give examples of some catchy slogans.
  2. Do you know any examples of companies failing their marketing strategies?
  3. What can you say about this statement “”If your competitors start copying you, then your marketing strategy is working!”?