Language File

A. Fill in the correct tense [Question/Answer/Analysis]

As a rule, cuts in interest . companies to create jobs. (help) Help Help Analysis: I am in the pharmaceutical research division. Currently, we a new drug for heart disease. (develop) Are developed Have developed Analysis: Are developed? Strange sentence. The phone rang when I . to a customer. (talk) Was talking Analysis:

Was talking

I your report yesterday. (not/receive) Could I see it now? Did not receive Did not receive Analysis: How many units . (we/sell) last year? Did we sell Analysis: Last year? Past? So far we (sell) 2000 units. Have sold Analysis:

Did we sold

Have sold

This company . (produce) shackles since the factory was opened in 1920. Has produced, has been producing Has produces Analysis: They (work) on this project for two months now. Have been working Analysis: They (not/ finish) it yet. Have not finished yet Analysis: ?

Have been working

Have not finished

Jason (be) worried about last weeks presentation because he (not/prepare) his talk Was / had not prepared Was not prepared Analysis: This computer programme (use) by the production department last year. Was used Was used Analysis: The cause of the problems (not/find) yet. Has not been found Analysis: Have not/ Are

Are not founded

If he does not arrive in time, the meeting . (cancel). Will be cancelled Will be cancelled Analysis:

If you decided to leave the company, there (be) nobody who could replace you in the short term. Would be Would be Analysis: We would be able to decrease the price if we (select) a different supplier. Selected Selected (past) Analysis: If he had checked the order, the customer (not receive) the wrong products. Would not have received Didnt received Analysis: Would have They (be) our supplier since 1996. Have been Analysis:

Have been

B. Fill in the correct preposition [Question/Answer]

Noun and preposition Access To Advantage Off Advice On Alternative To Demand For Reply Research Insight To Into Into To Of On To For To Of Of Preposition and noun A good price At Short notice At Stock In Reference In The long/short In term At On In In In

C. Translate into English:

Investeert dit bedrijf veel in de ontwikkeling van nieuwe producten? Does this company invest much in the development of new products? Is this company investing much in the development of new products? Analysis: We hebben vorig jaar een onderzoek uitgevoerd. We did research last year. We did an research last year. Analysis: Ik neem volgende week contact op met die leverancier (supplier). I shall/will contact the supplier next week. I will contact the supplier next week. Analysis: De omzet (turnover) is al twee jaar niet gestegen. The turnover has not risen for two years now. The turnover didnt risen for two years now. Analysis: Has not

Hij werkte al twee jaar aan dat project toen het bedrijf failliet ging (to go bankrupt). He had been working on that project for two years when the company went bankrupt. He worked on that project for two years when the company went bankrupted. Analysis: Had been working / bankrupted Hij zette de laptop voorzichtig op de grond. He put the laptop carefully on the floor. He put the laptop carefully on the ground. Analysis: Floor.. Ground.. ;) Het programma waarmee het productieproces wordt aangestuurd, veroorzaakt weinig problemen. The programme with which the production process is monitored/controlled causes few problems. The programme with which the production process is controlled from, causes a few problems. Analysis: Controlled from? Er werd veel informatie verstrekt door de voorzitter van de vergadering. Much information was given by the chair of the meeting. A lot off information was given by the chairman of the meeting. Analysis: Much/A lot off - Chairman Men verwacht dat het bedrijf over een paar jaar zal fuseren (merge) met een buitenlands bedrijf. It is expected that the company will merge with a foreign company in a few years. They expect that the company will merge with an abroad company in a few years. Analysis: Foreign = Abroad? De resultaten zijn nog niet verwerkt. The results have not been processed yet. The results have not been proceeded yet. Analysis: Processed = Proceeded?

A. Fill in the correct tense

The amplifier _____________ yesterday. (to break down) Broke down Broke down Analysis: The number of students enrolled in electrical engineering____________by 2% this year (to grow) Has grown Has grown Analysis: He __________________for Otis elevators in 1994. (to work) Worked Worked Analysis: If I were you, I ______________ the elevator. (to check) Would check Checked Analysis: Would I _______________________ for twenty minutes so far. (to wait) Have been waiting Have been waiting Analysis: The amplifier________________ last week. (to check) Was checked Was checked (past) Analysis: A number of accidents_________________since last year, due to negligence. (to occur) Has occurred Had occurred Analysis: Has/Had? If the fuses need replacing, he_______________it tomorrow. (to do) Will do Will do Analysis: The wiring_____________________next year. (to replace) Will be replaced Will be replaced Analysis: If his colleagues had persuaded him, he_____________________the course. (to finish) Would have finished Would have finished Analysis:

B. Translate the following sentences into English:

Hij kon het verschil tussen atoomsplitsing en atoomfusie niet duidelijk uitleggen. He could not / was not able to explain the difference between atomic fission and atomic fusion clearly. He was not able to clearly explain the differences between atomic fission and atomic fusion. Analysis: Searched for atomic fission and atomic fusion Hij studeert nu al 7 jaar elektrotechniek. He has studied / has been studying electrical engineering for seven years. He has studied electrical engineering for seven year now. Analysis: Het bedrijf maakte dit jaar geen winst. The company has not made any profit this year. The company has not made any profit this year Analysis: Er wordt tegenwoordig veel gebruik gemaakt van halfgeleiders. Much use is made of semiconductors nowadays. There is much uses of semiconductors nowadays. Analysis: Searched for semiconductors Statische electriciteit wordt veroorzaakt door wrijving. Static electricity is caused by friction. Static electricity is caused by friction. Analysis: Er wordt onderscheid gemaakt tussen gelijkstroom en wisselstroom. A distinction is made between direct current and alternating current. A distinction is made between direct current and alternating current. Analysis: Searched for distinction Voor de invoering van de automatisering werd deze machine handmatig bediend. Before the introduction of automation this machine was operated manually. Before the automation the machine was operated manually. Analysis: Dit bedrijf fabriceert al jaren isolatoren. This company has manufactured insulators for years. This company is manufacturing insulators for years now. Analysis: Men zegt dat deze wetenschappers betrouwbare bronnen hebben geraadpleegd.(raadplegen = to consult) It is said that these scientists have consulted reliable sources. It is said the scientists consulted reliable sources. Analysis: We hebben onze kennis goed kunnen toepassen. We have been able to apply our knowledge well. We have been able to apply our knowledge well. Analysis:

Hij zei dat de nieuwe apparaten al waren besteld. He said that the appliances had already been ordered. He said that the new devices already had been ordered. Analysis: Het onderzoek wees uit dat kortsluiting de brand had veroorzaakt. Research showed that short circuit had caused the fire. The research revealed that short circuit had caused the fire. Analysis: Hij werkt efficinter dan zijn collegas. He works more efficiently than his colleagues. He works more effective than his colleagues. Analysis: Effective? Zij mochten het onderzoek uitvoeren. They were allowed to carry out the research. They were allowed to do the research. Analysis: Carry out? Wij verzekeren u dat de apparatuur op tijd geleverd zal worden. We assure you that the equipment will be delivered/supplied on time. We can assure you that the devices are delivered on time. Analysis:

Three Signs That You Should Kill an Innovative Idea Whether youre a digital start-up or an institutional entrepreneur (ondernemer welke alert is op bedreigingen en kansen), three simple heuristics (op uitvindingen en ontdekkingen komen) offer an excellent way to determine whether a fledgling (jongeling) innovation initiative should be put out of its misery (and yours). Even if the innovation business case appears compelling and its numbers sound, should these three pathologies (oorzaken en aard) appear, dont hesitate or delay: Kill your innovation effort A SAP. Almost all innovation efforts have the hiccoughs and bumps in the road. Design schedules invariably slip and that quick -and-dirty prototype ends up costing much more than expected. Every aspiring innovator has a tacit or explicit hypothesis about their innovation and its desired impact on the organization and/or its customers. Learning curves are important but so are emotional plateaus (presenteerbladen). The more your prospects engage with innovation prototypes, the more their feelings should intensify around what youre trying to do. Ideally, they should come to care as muchor moreabout your innovation as you do. What is the article about? Companies need innovations to optimize business processes, procedures and techniques. The article describes three problems that can kill an innovative idea. The article will describe three characteristics that need to appear in your innovation. Without one of these three, you can kill your innovation as soon as possible. The first one is pleasant surprises. They will enthusing the participants and will give the innovation some fuel. Second one is no Deeper Insights. You have to look deeper and out of the box. If you are only looking for a way to solve the main problem you will get in troubles. You get to the customer, what are their needs? You can create the best Facebook app of the world but what if the customer had other expectations or needs? You can throw the money into the recycling bin because the innovation will not last. The third one is all about the relationship towards the customer and their involvement in the progress. They should become as close to the innovation as you are yourself. The downside of this process is if your company isnt making any real progress, the customer will lose his faith in the company and its innovation(s). People want the innovation to succeed because they appreciate the value given by the innovation your company is creating. If your innovation misses one of these points, there is some heavy work to do. If all three points are missing, you have to stop working on the innovation right now. In what way is the article related to Business Engineering? In our study we have to think of new innovation to optimise business processes, procedures and techniques. Nearly every subject in our study involves innovations. Think about all the big projects. Nine out of tens are going about optimizing the company. When we completed the study we are going to work for big companies and smaller companies. Both of these attach values on innovations. Without them there will be a standstill. Discuss an example of a company or organisation that is mentioned in this article and linked to the topic of this article The article described a start-up in social media who created a Facebook app. Someone in the audience asked the question: So what do we understand about our users now that we really didnt before? Nobody knew an answer to this question. The company missed the deeper insight. They didnt really understand what the customers needs were. What is the most useful or striking information you have found in the article? I didnt know about all of these points. This article gives another look at thinking of innovations. Maybe some of these information can be used in the upcoming projects of our study. I will review the following innovations with the three points in this article.

Marketing When Customer Equity Matters If youre a marketer, some of your hardest decisions relate to the marketing mix, or how you should allocate resources across all the possible ways of reaching and serving potential and existing customers. Should you spend more on new-product marketing and less on brand building? More on customer service improvements and less on sales promotion? Or should all of the above be pared down to fund more interactive-media investment? Top managements demand for greater accountability (kwaliteitszorg) for marketing expenditures (besteding) seems to grow with every passing year, and its no wonder. Marketing accountability (kwaliteitszorg) is difficult to achieve because the cause-and-effect relationships between marketing and business performance usually are fuzzy at best. Tactical insights at this level are what many companies want. Note, however, that the ultimate performance measure in both cases is unit sales or revenue, and the lessons learned improve profits in the near term. Wachovia, like many of todays largest financial institutions, has grown mainly through mergers and acquisitions. By embarking on a major brand-building initiative, management hoped to prevent the attrition (uitputting) and the dip in customer satisfaction scores that commonly follow when companies integrate their systems and processes. (The complete article can be found for free by using Google).

What is the article about? Creating a product or service is one thing but getting through the market towards the potential customers is maybe even more important. You can kill a product that has no expected sales. The marketing mix will describe the way your brand and/or company will be placed in the market. Are you going to promote your brand and hope the customer will find out more about your products or do you want to promote the products and hope that your brand value will rise? All of these questions will be answered in the marketing mix. Most of the product launches will fail. Spending money for marketing of existing money will only work in 33% and 55% with new products. In the article, readers are taken through the process of creating a marketing database for Wachovia. Wachovia is a large financial institution with big growth by mergers and acquisitions. Wachovia created a marketing model with the help of customer needs. With the new tool they can predict upcoming needs. They paid attention to the existing customers. They wouldnt be able to notice differences in quality and service in the time Wachovia was growing and expanding services. The institutions expended to new regions, regions with other customer needs and marketing mix. Make use of interactive (online) doesnt displaces the traditional way of advertising. Companies have to find a mix between these advertisements. These mixes have to focus on the customers but have to be profitable on the long term. In what way is the article related to Business Engineering? (10 lines) Marketing is one of the subjects of our study. We already completed the subject which included the marketing as described in the article. We will get more situations where we will get in touch with marketing. The facts given in the article shows how important marketing is. If we want to deliver good results we have to go deeper into marketing. Discuss an example of a company or organisation that is mentioned in this article and linked to the topic of this article Wachovia is a financial institution. Their marketing mix is all about the involvement of the customer to create value to the company. The customer and Wachovia are both important for this value. The problem was the marketing itself. Their idea was there, but the actual marketing mix was missing. There wasnt a marketing model which included involvement of the customer. Wachovia had to create a model by itself. The company chosen for a model that created value to the brand. What is the most useful or striking information you have found in the article? That there are companies who have a marketing idea where no marketing model exists for. The companies have to invest to create a model by itself. A marketing model is no essential part of the marketing mix. It makes the process easier but isnt a requirement. A company has to invest money in existing customer so they dont have to notice the grown of their service provider.

Developing a marketing strategy Imagine a brand manager sitting in his office developing a marketing strategy for his companys new sports drink. He identifies which broad market segments to target, sets prices and promotions, and plans mass media communications. The brands performance will be measured by aggregate (combinatie) sales and profitability, and his pay and future prospects will hinge on those numbers. Yet never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them, and tailoring (maatwerk) their offerings accordingly. And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use. Instead of focusing on short-term product sales, IBM measures the practices performance according to long -term customer metrics. The key distinction (onderscheiden) between a traditional and a customer-cultivating company is that one is organized to push products and brands whereas the other is designed to serve customers and customer segments. (The complete article can be found for free by using Google).

What is the article about? This article is about marketing for your brand and products or marketing for the consumers. Some companies have a marketing strategy just to boost the sales of the products and rising of the brand value. On the other hand, some companies really want to add value to the customer and fulfill their needs. The article is seen from out of the eyes of the marketing manager. In the past companies had only one possibility to reach their customers; one big advertisement for the whole customer group. Nowadays it is possible to reach only the interested customers with new tools and new communication platforms. An example of this is using Facebook as a marketing tool. You can select which users will see your advertisement and the company is only paying for these people. No more big spending = big (sometimes useless) advertisements. The old models were all about product profitability, current sales, brand equity and market share. New models are more focused on customer profitability, customer lifetime value, customer equity and customer equity share. The companies go from a product-focused strategy to a customer-centric strategy. Because these changes bring some risks and interests, the changes have to be made top-down. Chief customer officers (The CCO) is responsible to create a more customer-focused strategy. He will report to the CEO and will work with customer-managers to promote products to customers for any time. In what way is the article related to Business Engineering? Like the article of Maxime, the article of Mick is about marketing as well. The article of Mick is more into possibilities to reach potential customers for products and services. Nearly every project of our study includes this subject. The information of this article can be used in the following projects. I always liked the subject of marketing so I really liked reading the article. Discuss an example of a company or organisation that is mentioned in this article and linked to the topic of this article Tesco is a supermarket who uses a unique way of advertising. They use the club card of their customers to provide them with necessary advertisements. Like the fathers who drink more beer at home when becoming a dad. The company creates a big database with needs and with smart thinking they create a neediness at the customers. Albert Heijn is using the same strategy right now with their bonus cards. It created a lot of fuss because the customers felt that their privacy was gone. What is the most useful or striking information you have found in the article? The article didn't realy bringed new information. The information in this study was already provided in the marketing subject last year. I still enjoyed reading the article because of my interests for marketing strategies. Funny to see the way Tesco uses the club card to create personal advertisements. So it is happening all over the world? And all the fuss and problems with the Bonus-card of Albert Heijn..?

Vocabulary
Article: Article: Entrepreneur (ondernemer welke alert is op bedreigingen en kansen Heuristics (op uitvindingen en ontdekkingen komen) Fledgling (jongeling) Pathologies (oorzaken en aard) Plateaus (presenteerbladen)

Accountability (kwaliteitszorg) Expenditures (besteding) Accountability (kwaliteitszorg) Attrition (uitputting)

Article: Aggregate (combinatie) Tailoring (maatwerk) Distinction (onderscheiden)