Tag: Business English

Boycotts Amidst Israel’s War on Gaza Are Hurting Brands

B2 – Upper Intermediate

The ongoing Gaza conflict has prompted a wave of consumer activism, with many choosing to boycott US brands as well as brands that support Israel as a sign of protest.

This phenomenon reflects growing concerns and solidarity with the situation. However, it also raises questions regarding its effectiveness. Some individuals are skeptical whether this action hurts the boycotted brands.

Read this article to learn about the effects of consumers’ boycotts on brands who are perceived to support Israel’s war on Gaza.

https://www.aljazeera.com/news/2024/2/6/israels-war-on-gaza-are-boycotts-hurting-us-brands

Vocabulary Questions:

  1. What does the phrase “to draw the ire” mean? “Fast food giant McDonald’s drew the ire of Israel’s critics, especially in the Middle East, when its Israel branch gave thousands of free meals to Israeli troops in October, the month the country launched its bombardment and ground offensive in Gaza, which have now killed more than 27,000 people.” Give a similar expression and make a sentence with “to draw the ire”.
  2. What does “fraught negotiation” mean? “Both sides are engaged in ongoing, fraught negotiations on labour issues with the union demanding better pay and more consistent scheduling for workers.” Use this phrase in a sentence.
  3. What is the meaning of “to be caught in the crossfire“? “The fizzy drinks manufacturer has long been caught in the crossfire of conflict in the Middle East.” Make a sentence with this idiom.

Discussion Questions:

  1. What are your thoughts on individuals boycotting brands that support Israel?
  2. How might the effectiveness of the boycott be measured, and what challenges might arise in assessing it?
  3. Are there alternative methods of protest or activism that individuals could pursue instead of boycotting brands?
  4. Have you personally considered participating in the boycott of US brands or brands supporting Israel in response to the Gaza conflict?
  5. How can individuals best support humanitarian causes like those affected by the Gaza conflict, beyond consumer activism?

Soda Wars as Subway Switches to Pepsi over Coke

B2 – Upper Intermediate

In the constantly changing world of what consumers like and the partnerships between brands, the competition among big soda companies has always been exciting to watch. But lately, things have gotten even more intense because Subway, the famous sandwich chain, has decided to switch from serving Coca-Cola to Pepsi.

Watch the video and take a closer look at this cola clash and how it might affect the soda business.

Vocabulary Questions:

  1. What does the expression “to tug at the heartstrings” mean? “Pepsi tapping into star power. While Coca-cola tugs on [sic] heartstrings.” Use the idiom in a sentence.
  2. What does the phrase “to bubble up” mean in this sentence? “The battle between Coca-Cola and Pepsi has been bubbling up for two decades.” Use it in a sentence.
  3. What does the phrase “to ramp up” mean? “The clash of colas ramping up as they try to prevent business from going flat.” Give one sentence using this expression.

Discussion Questions:

  1. In your opinion, which soda brand—Coca-Cola or Pepsi—holds greater influence over consumer preferences and brand loyalty in today’s market? Why do you think so?
  2. Do you believe Subway’s decision to switch to Pepsi will have a significant impact on its customer base and overall sales? Why or why not?
  3. As a consumer, would Subway’s choice of soda supplier influence your decision to visit their restaurants? Why or why not?
  4. Do you think Subway’s switch from Coke to Pepsi will spark similar changes in other fast-food chains’ beverage partnerships? Why or why not?

Bitcoin at a Record High

B1 – Intermediate

Bitcoin is a type of digital currency that isn’t controlled by any government or bank. It’s created and managed using a technology called blockchain. People can use Bitcoin to buy things online or trade it like stocks. Its value can change a lot and there’s only a limited amount of Bitcoin that will ever exist.

Listen to this audio and read the transcript about Bitcoin being at a record high.

https://www.newsinlevels.com/products/bitcoin-at-a-record-high-level-2/

Vocabulary Questions:

  1. What does “cryptocurrency” mean, “The cryptocurrency hit 69,202 dollars and surpassed its peak in November 2021.” Use it in a sentence.
  2. What does “surpass” mean? “The cryptocurrency hit 69,202 dollars and surpassed its peak in November 2021.” Give two (2) synonyms or similar expressions and use ‘surpass’ in your own sentence.
  3. In trading, what does the term “spot” mean? “Investor interest increased rapidly after the Securities and Exchange Commission approved 11 spot bitcoin ETFs.” Use it in a sentence.

Discussion Questions:

  1. What are your thoughts on Bitcoin and other cryptocurrencies?
  2. What are the potential risks and benefits associated with investing in Bitcoin? Elaborate.
  3. What are some potential factors driving the fluctuations in Bitcoin’s value
  4. How might the fluctuation in Bitcoin’s value impact investor sentiment and the market?
  5. Why do you think more people are becoming interested in Bitcoin? Explain.

Trick in London 

B1 – Intermediate

In the heart of London, there’s a special bus stop that’s become very famous. It’s equipped with an incredible screen that displays extraordinary scenes.

As people react to these fantastical images, the bus stop becomes a source of excitement and an escape from the normal busy city life.

Listen to this audio and read the transcript about this advertising board at a bus stop in London.

https://www.newsinlevels.com/products/trick-in-london-level-3/

Vocabulary Questions:

  1. What does “to get the shock of one’s life” mean in this sentence, “People waiting at a busy central London bus stop got the shock of their lives when they were suddenly faced with an alien invasion, giant robots, or a Bengal tiger on the run.” Give two (2) synonyms or similar expressions and use ‘to get the shock of one’s life’ in your own sentence.
  2. What does “on the run” mean in this sentence, “People waiting at a busy central London bus stop got the shock of their lives when they were suddenly faced with an alien invasion, giant robots, or a Bengal tiger on the run.” Give two (2) synonyms or similar expressions and use ‘on the run’ in your own sentence.
  3. What does “augmented reality” mean in this sentence. “Augmented reality technology gave the illusion of the bus stop advertising board being see-through, allowing unexpected anything to be projected over the real imagery.” Give two (2) synonyms or similar expressions and use ‘augmented reality’ in your own sentence.

Discussion Questions:

  1. What is your opinion on this special screen?
  2. What are the positive and negative things about it?
  3. Do you think it is a good advertising strategy? Explain.
  4. What are other places where similar screens can be installed? Why do you think these screens are necessary there?
  5. How does the presence of the special screen affect people’s experience waiting at the bus stop?
  6. Talk about your own experiences with public art installations or interactive technology in urban places.

Airline to Weigh Luggage and Passengers

B1 – Intermediate 

When we travel by plane, we have to be mindful about how much our luggage weighs.

Airlines set strict weight limits on our baggage allowance to ensure their planes do not go beyond the maximum weight so that they take off and land safely.

Read the article about Finland’s national airline’s plans to weigh their passengers on their flights. Be ready to answer the questions that follow.

https://breakingnewsenglish.com/2403/240304-weighing-airline-passengers-4.html

Vocabulary Questions:

  1. What does “exceed” mean, “Airplanes should not exceed the maximum weight for safe take-offs and landings.”? Give 1-2 synonyms or similar expressions and use “exceed” in your own sentence.
  2. What does “to step on scales” mean, “Volunteers are stepping on scales at Helsinki Airport’s departure gates.”? Give 1-2 synonyms or similar expressions and use “to step on scales” in your own sentence.
  3. What does “to have peace of mind” mean, “It said travellers could have “peace of mind” about their personal information.“? Give 1-2 synonyms or similar expressions and use “peace of mind” in your own sentence.

Discussion Questions:

  1. What is your opinion on weighing passengers on flight? 
  2. What are the pros and cons of weighing airline passengers?
  3. Would you agree to be weighed in at the airport? Why or why not?
  4. Share your views on this statement, “Weight is a personal topic.”.
  5. What are other ways safety standards on flights can be met?

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?

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.